Can listening to favorite music heal? Essay

As Billy Joel (2014), songwriter and performer, once said, â€Å"I think music in itself is healing. It’s an explosive expression of humanity. It’s something we are all touched by. No matter what culture we’re from, everyone loves music†(para.1). People love music, don’t they? Everyone would agree with that. Music touches us in deep ways that words alone cannot. Music stirs our emotions, makes our bodies move, and has also been used for therapeutic purposes. In the first place, music stirs our emotions and touches us deeply where words cannot. Now, depending on the genre you’re listening to at that point in time, you’re smiling and happy. For example, the song titled â€Å"Happy† by Pharrell Williams is an upbeat song with positive lyrics. Whereas, some really bad rock music can sometimes make you feel angry, depressed, or both. In the Global Post article describing the relationship between music and children’s behavior, â€Å"Children who listen to heavy metal music have a greater propensity for substance abuse and other risky behaviors during adolescence, according to the American Association of Pediatrics† (Wade, 2014, para. 2). Studies are finding that desensitizing lyrics with negative messages tend to encourage misbehavior that is violent or anti-social. There is also inspiring music and music that is sad, but helps to heal your heart when dealing with a loved one’s passing. Music has also made one feel at peace in their surroundings. Music also makes our bodies move. Research on the effects of music during exercise has been done for hundreds of years. In 1911, an American researcher, Leonard Ayres, found that people pedal faster while listening to music than they did in silence. This happens because listening to music can drown out our brain’s cries of fatigue. As our body realizes we’re tired and wants to stop exercising, it sends signals to the brain to stop for a break. This is mostly beneficial for low- and moderate- intensity exercise (Cooper, 2013). Playing different types of instruments makes our bodies move as well. Listening to music during housework is a great way to move. You can dance very silly and no one is around to see it. Music makes us move. Lastly, music has been used in therapy for hundreds of years. Music therapy can start with activities such as shaking a rhythm shaker egg, maracas, or drumming in beat with others, or  it can become an advanced exercise in writing expressive lyrics and singing with a group. The benefit of music helping during a therapeutic procedure is people with brain injuri es can activate the brain in alternate ways, allowing them to regain movement or speech. Studies show that people, especially among teens suffering from depression and sadness, when starting to listen to positive music actually lowers the need for suicide. Also, when children with developmental disabilities, listen to music they love it gives them a fresh new way to communicate and the feeling of being independent. An example of the healing power of music is to watch video a about Henry, an old man who has been living in a nursing home for 10 years. Like some people his age, Henry is suffering from dementia. He forgets things easily and has lost many of his mental abilities. In fact, Henry lives in his own world, often unresponsive to other people. But the nurses discovered that if they let him listen to his favorite music from the past, he is instantly transformed with life energy, and suddenly able to have conversations with the people around him. Music breathes life into his body and mind. It truly is an amazing example of the healing power of music. In conclusion, music truly has a powerful impact on our lives. It can be therapeutic, make our bodies move, along with stirring our emotions. So what will you be listening to tonight? References: Billy Joel’s quote and my thesis. Beginning of the site http://deepenglish.com/2012/11/the-healing-power-of-music/ Cooper, B. (2013) 8 Surprising Ways Music Affects and Benefits our Brains – Step 8 Retrieved from Twitter Webinar: http://blog.bufferapp.com/author/belle-beth-cooper An old man, Henry with Dementia, and what the power of music from his era does for him. Retrieved from youtube:http://www.youtube.com/watch?v=NKDXuCE7LeQ Wade, L. (2014) Does the Type of Music a Child Listened to Affect the Way They Will Behave Globalpost. Retrieved from: http://everydaylife.globalpost.com/type-music-child-listened-affect-way-behave-19821.html

Narrative Example Essay

T ‘was a beautiful day. The sun shone brightly in the East. Birds chirping, sweetly singing on the branches of a trees. Warm smiles of my neighbors, together with the refreshing smell of cold breeze joined the atmosphere. Everything was so perfect. BUZZ, BUZZ, BUZZZZZZ. My alarm clock rang. What?! I’m so late for my class. Blame that stupid dream. Hurriedly, I forcefully took a bath on cold waters. Within 15 minutes, I was all set. I arrived at school very late. When I entered the class, a male friend of mine smiled at me. To show some respect, I flashed my not-so-cool grin and sank to my seat. Bored enough, I took my phone out. A text message from someone anonymous surprised me. It said, â€Å"Meet me at the canteen at exactly 9 A.M. Refer to the School clock†. I glanced at the clock, yawned and dozed off to sleep. See more: how to start a narrative essay for college I completely forgot about the text. Zzzzzzz. Seconds, minutes, hours flew fast by. My typical day ended somewhat nothing has been accomplished. I loved it. Entering our house, my phone rang. A friend was calling. A male voice from the other line was talking , telling me to go with him on the hospital because there was an emergency. I hurriedly went out the house and went with him. As we walked, thoughts engulfed me, the hospital was our neighbour and we went to ride in a car. How strange. Upon entering the car, my friends shouted â€Å"VICTIM† and laughed so hard. Okay, that was a set-up! I was so pissed off. Grrrrhhh! They brought me to Waterworld Resort. Entering the gates, the Ensemble played a soft romantic music. A waiter signalled me to come so I followed him. Later, I saw a guy holding a white rose. I studied him carefully only to be surprised that the guy was my crush. I saw him flashed his pearly whites on me. Wondering, I went and asked him, â€Å" What’s this?† Instead of answering, he motioned me to come with him. We walked on the garden and talked. I talked, he talked, we talked. I smiled, he laughed. Food trips and more talks†¦Ã¢â‚¬ ¦ It’s so sad but I have to bid him goodbye . Before I walked away from him, he hugged me so tight in front of my friends and whispered his three magical words, â€Å"I love you†. I was so shocked. I don’t know how would I react so I just smiled and nod. I can’t talk that night. I felt like my mind is somewhere over there, away from me. It was so romantic. It was so memorable. Dated with love, February 28, 2010. More dates followed and he courted me. We became young lovers and until now, we are still together.

Greek Mythology and Society of Illuminati Article

Greek Mythology and Society of Illuminati - Article Example The Roman Catholic have been actively engaged in the European politics, and have substantial control on the will of the masses, and the constitution of these republics. The civil society was extremely disturbed and annoyed by the continuous involvement and interference of the religious groups in the political and administrative issues of the state. It is this spirit which resulted in rebellious approach by the civil society; the establishment of the society of Illuminati was in actual an attempt to mobilise the masses against monarch. It is important to realise that no association or linkages exist between famous scientists and society of Illuminati. All the linkages described in the history are "part of mythical genealogies with no historical basis". The members of the society of Illuminati were professional lawyers, public officers and liberal clergyman. The teachings of Weishaupt at the forum of Illuminati strongly focused upon version of the Enlightenment philosophy proposed by Immanuel Kant; "Weishaupt ostensibly claimed to be against the continuing reactionary influence of the Jesuits, but not against Roman Catholicism". Mr. Weishaupt shared strong sentiments against "anti-clericalism and anti-Catholicism, and promoted secular humanism and atheism". The destruction of Vatican is myth, and no evidence or document exists to support such claim by the Illuminati.The society of Illuminati was involved in political struggle with religious fervour. The society expressed their deepest concern against the inhumane p olicy and approach under monarchy. The rule of law, the rule of people was the actual ambition of the society of Illuminati. The members of the society intentionally added religious element in this politically motivated propaganda against the monarch to seek and develop trust and support of the local population. The society fabricated, and revealed its affiliation with the certain chapters of history; the society intentionally orchestrated its history to convince people about its long history and secret mission.is misconception that the society of Illuminati struggled and supported French Revolution. It is important to identify the actual forces behind French Revolution, "this revolution was the result of a Masonic conspiracy, and that the Illuminati were suspected to be the secret leaders of the French Freemasonry". The Order of Illuminati was conceived after 1780s; therefore practically the society of Illuminati shared no responsibility or role in the French Revolution. It is furt her important to restate that "French Freemasons were quite hostile to the Illuminati, and certainly not prepared to accept the leadership of a German order". Illuminati: Myth or Reality The Order of the Illuminati is a reality; it was established in 1776 at University of Ingolstadt, Germany. The Illuminati was established by Adam Weishaupt, professor of Law. The society evolved and firmly practiced rituals of religious significance; the society focused towards esoteric rituals with certain political desires.

Religious Expression in Humanities Essay Example | Topics and Well Written Essays - 750 words - 1

Religious Expression in Humanities - Essay Example Due to this, religion is an integral part of the society that fosters humanness and social progress. Rome is an ancient city that plays a pivotal role in world religion. The Romans believed in a strong connection between the gods and the people. Most Romans held the central view regarding the value and importance of religion (Dillon and Garland 54). The religious convictions of the Roman culture were evident in their manner of worship and lifestyle. In fact, religion became central to their culture. The Romans used several ways to express their religion. Rome is an ancient city where the citizens found it necessary to offer sacrifices to their gods. Ceremonies found their meaning in terms of the religious expressions. For example, families would conduct prayers to the household god, Janus. In addition, the Roman government had various religious offices to cater for the religious needs of the society. For instance, the priests held senior positions in the society (Dillon and Garland 67). Due to this, the role of religion played a critical role when it came to the dissemination of duties. In the Roman case, there were 16 Pontifices who would preside over religious events. The ruler of the Roman Empire found it necessary to consult these priests before making a decision. The period 770-220 BCE was the â€Å"Spring and Autumn Period† that covers part of the Eastern Zhou Dynasty and Hans Dynasty. Even though the Chinese had a high regard for religion, the Zhou Dynasty did not have any regard for religion (Lagerwey and Kalinowski 22). It was a period characterized by elitism and religion. Scholars believe that during this period, no prophet spoke. The priests did not take any part in explaining the will of the heavens. In addition, there were no books that could explain the religious expectations of man. During this time, heaven’s role took a back seat. On the contrary, when Hans took over, religion took a critical position. The Chinese concept

Marketing Planning At Just Us Cafes Case Study Essay

Marketing Planning At Just Us Cafes Case Study - Essay Example Enhancing Customer Experience and Expanding Loyal Customer Base 13 Integrating New Media to Promote the Brand 17 Conclusion 20 References 22 Introduction The case study relates to ‘Just Us’ which began its operations in the year 1996 under the Co-operative Association Act. It initiated as one of the earliest fair trade coffee roasters in Canada. ‘Just Us’ evolved as a worker-owned and operated for-profit coffee co-operative that essentially imported, roasted and sold both wholesale as well as retail fair trade, organic coffee brought from fair trade authorised coffee manufacturers from different parts of the world. The main vision of the company is to be one of the leaders in the Fair Trade business focusing upon quality along with professionalism as well as innovation so that all its stakeholders would be benefited to a great extent (Just Us, 2012). Marketing planning at Just Us is significant because it will try to identify the various challenges that the company face and thus in light of the strengths and opportunities faced by the company, it will be aimed to focus upon how the company’s performanc e can be enhanced (Just Us, 2012). The main objective of the study is to discuss the internal as well as external marketing environment of Just Us. The study will also entail the ethical issues that have been raised in the context of the case study. The significance of product life-cycle concept to Juliet and the problem that can be faced by the company due to deleting a product from the company’s product range will also be discussed in adequate detail. The study will endeavour to offer suggestions to improve the cafe’s performance and provide recommendations on how the company can update its current marketing programme. Internal and External Environment of ‘Just Us’ All the factors within the organisation that affects the strengths and causes weaknesses in an organisation are referred to as internal environment. All the factors outside the organisation that offer opportunities and thus pose threats to an organisation are referred to as external environment (Kazmi, 2008). External Analysis a t ‘Just Us’ For the purpose of creating effectual strategies Just Us Cafe needs to examine the external environment in which it tends to operate. The analyses of factors such as competitor analysis, PEST analysis, Porters 5 Forces Model are crucial in this scenario. Competitor Analysis ‘Just Us’ has numerous competitors across the product line in the local market such as Nova Scotia and also in the wider market such as Canada and the US. It is quite important for the company to comprehend the competitors’ resources in order to predict the degree of future threats. Java Factory is found to be one of the significant threats to Just Us. One of the specific competitors of Just Us has been Kicking Horse in the Canadian market. Therefore, it can be stated that competition poses a major threat to the company (Loudyi & et. al., 2009). PEST Analysis It has been evident from the case study that one of the political factors, which has been hindering the success ful operations of ‘Just Us’ was certified identification of actual fair trade. There is constant alteration in the economic environment. The case study demonstrates the fact that a few of the competitors are offering partly organic ranges along with mainstream organic coffees. It has been identified that Just Us practices premium pricing strategy. However, in the recent times the companies need to consider the disposable income of the consumers in choosing the products. Therefore, it is quite important for Just Us to be aware of the fact that consumers feeling for one particular product can be impacted by their income, despite how

Eucation and Identity Essay Example | Topics and Well Written Essays - 750 words

Eucation and Identity - Essay Example He lacked the many facilities we have, and yet he managed to develop his writing skills by relying on the little help he could access. All through, he struggle with identity crisis though he later manages to establish his identity. The critical role that education plays in defining Douglas identity cannot be ignored. Douglass's urge and determination to learn is captivating. This essay discusses how Douglas narrative on learning to write influences my thinking about education as well as identity and how his ideas relate to my own ideas regarding education, literacy, and identity. As I read his narrative, it triggered me to think of my own views regarding education. Although I have always considered education important in achieving my goals, never had I viewed education with as much regard as Douglass did. This is irrespective of having teachers and all learning resources at my disposal. However, Douglass ideas about education are somehow related to my own views about education. Just like Douglas believed, learning to read and write sets us free not just from stupidity but it also enables us discover ourselves. Lack of education makes us ignorant and we end up being slaves of ourselves. It is only by expressing ourselves through activities such as writing that we can be able to really feel sufficient and convince others of our capability. Thinking of people who are deprived of education by one reason or another makes me consider that the worst form of slavery. However, this kind of slavery is better since one can make a choice to liberate him or herself from it like Douglass did. As I read Douglass narrative, I thought of the many times I felt like giving up because I could not understand a concept in class. Those are the time I felt like I did not really understand who I was. However, I have always considered education to be one of the fundamental aspects that will enable me achieve my goals and that is what keeps me going. When I imagined of Douglass roaming i n the streets seeking for assistant from kids in the streets, I acknowledged the many education resources we have at our disposal and how little we make use of them. This made me feel like I was a slave of myself since I have no good reason to fail to achieve my academic goals yet I find myself failing at times. Reading Douglass experience and comparing it with my own encouraged me that no matter the adversities it is possible to achieve our goals. Education and literacy plays a great role in enabling us to realize our own identity. Educational attainments assist us in integrating with others in addition to being able to understand and appreciate those who may different from us. Just as the slaves suffered with their real identity as humans, such is the case when one is not conversant with a concept. Education defines us in some ways. People will identify with you depending on how well you can express yourself. If you are uneducated, people will brand you as illiterate. This has mad e me conclude that education can form one’s identity since it determines a person’s interest in life. In the contemporary society, social stratification is a common phenomenon and education is used as one of the criteria of defining the class one belongs to. However, not all people are able to access equal education opportunities. Being unable to access quality education does not automatically mean you cannot set high

Questions 7 & 8 psychosocial dev Essay Example | Topics and Well Written Essays - 500 words

Questions 7 & 8 psychosocial dev - Essay Example â€Å"Observations of physical development reveal that growth is cephalocaudal (it proceeds from head to tail) and proximodistal (it proceeds from the center of the body outward) and that gross motor movements are developed before fine motor movements. Control of head and arm muscles is achieved before control of leg muscles. Similarly, children are able to control the muscles of their arms before they can control the fine muscles in their hands that are needed for tasks such as writing and cutting with scissors.† (Brewer, 2001, p13). This explains why a human first masters balancing his head and back before learning to stand and walk, and why younger children move their arms clumsily when attempting to paint until they master the skill of holding a brush or a pen properly and exerting enough pressure to write some strokes. The â€Å"Initiative vs. Guilt† stage of Erikson’s Psychosocial development usually happens during the preschool years of ages 3-6. At this age, the basic task is to gain competence and initiative. The child has a boundless supply of energy which permits him to learn all kinds of activities and ideas quickly and avidly. In discovering that he is capable of doing many things, he gets to attempt a lot of tasks that he may not be ready for. In the event that he fails in such tasks, he may become overwhelmed by resignation, guilt and anxiety. The preschool age is characterized by enthusiasm at proving one’s competencies by initiating or volunteering for tasks. The child is out to pursue evidences that he or she is already a â€Å"big† boy or girl and no longer a helpless baby. However, the reality that his youth brings many limitations to his abilities that need more time and practice to be honed, usually sets in and may cause him frustration and guilt at failing. If he is not able to deal with the frustration properly, then he may defer from taking

Child care Essay Example | Topics and Well Written Essays - 750 words - 2

Child care - Essay Example Michelle does not notice, her attention glued to the show while narrating to Michelle what is happening to the bear. She gets surprised when the baby shrieks and begins to cry. Yes. Betsy could have focused more on the baby she was caring for by really finding out why she suddenly made sounds when she was quiet all along. Observing her non-verbal behavior like following her gaze will help her understand what the baby is trying to communicate. Baby Michelle was trying to tell her caregiver that she needed her ball back. The fact that she was helpless in getting it, being unable to stand up on her own, much more go over her playpen and pick up the toy herself means she needed someone else to do it for her. Her caregiver misunderstood her cues, thinking the baby reacted to an adorable television character, thereby making the sounds. Baby got frustrated when her caregiver was not able to read her cues so she began to cry. Incident 2: Eleven month old Baby Troy heard some children laughing and playing outside his window. When he looked, he saw them playing ball. When his caregiver, Cynthia, walked near, Baby Troy said â€Å"Boh†, and started lifting up his arms while shifting his gaze from Cynthia to the children outside. Cynthia says, â€Å"Oh, you want a ball? Here you go!† Cynthia gives Troy his favorite red ball, but Troy shoved it away and continued to raise his arms to Cynthia. Cynthia picked up the ball and when she stood up, Baby Troy was upset as he began to cry. Observing Troy’s behavior more closely before he said â€Å"Boh† would have helped Cynthia understand his cues better. She failed to see Troy’s shifting gaze and his cue to be carried outside and automatically interpreted his verbalization to mean he wanted his ball. When Troy shoved the ball away and continued to raise his arms to her, Cynthia could have tried another response by picking him up and searching for more cues, abandoning the idea that Troy wanted his

Price War Essay Example for Free

Price War Essay How should a company try to deal with the threat of a price war? Fontinelle (2010) believed that price war has a big impact which leads to a string of price reduction that vaporizes the profit margins. There are some solutions which can cope with the menace of a price war. To start with, Rao et al. (2000) showed that the manager of a company should take into account of other options before answering the price cuts call. The manager should consider matching price cut is a good choice or not before deciding. Moreover, additional information about the price war is needed to be figured out immediately. Does the discounted price apply for a short period of time or long term? In addition, the terms and conditions for the promotion are also involved. For example, Starbucks drove their customers crazy because of the 50% discount Frappuccino in happy hour campaign. In addition, it also attracts more new customers. Meanwhile, their competitors should consider about applying the same strategy or do nothing. The competitor’s managers must be particularly careful as the threat of price war is high. In addition, they may get more disadvantages instead of advantages as if their brand is not as strong as Starbucks. Misreading the competitor’s purposes which is one of the main factor causes price war can lead to unavoidable price war (Little, 2003). Therefore, correct information about competitor’s intentions must be obtained carefully. The reason behind the price cuts must be figured out to have the right respond. With the same example above, the competitors’ managers should research in detail about Starbucks promotion campaign to have their suitable marketing strategy. According to Rao et al. (2000), marketing communication strategy plays an important role in ensuring the competitors understand the reason behind the company pricing tactics which assists in avoiding a price war. Advertisement should not only focus on the price but also the quality and benefits of the product. Therefore, the companies should selectively reveal their strategy intentions in the purpose of staying away from price reductions. To avoid igniting a price war, Swartz (2012) claimed that products are required to be differentiated. It means that the products must be customized to become outstanding in the market share. Although other traders may offer products which are similar to those competitors are selling, it doesnt necessarily mean the company must serve identical products or services. Therefore, there are many ways of differentiation in order to make the customers realize which product is more valuable to purchase. Rao et al. (2000) pointed out that awareness of customer’s level of price sensitivities is also important. To carry out a successful pricing strategy, a company must first comprehend the basic understanding of customer perception of price sensitivity. This changes when new competitors enter the current market as company have to be aware of other competitors pricing strategy as well. As a conclusion, companies should keep clear of price wars as it can be difficult to manage as soon as price wars begin to gain a head start. Arguments between companies regarding price wars should be handled calmly to avoid unnecessary conflicts. As a side benefit, it would also reduce the chances of initiating price wars.

Relationship between job roles functions Essay Example for Free

Relationship between job roles functions Essay In this coursework I will be analysing the relationship between job roles functions and and organisations structure using appropriate illustrative examples. The aims of Thorpe park is ‘to deliver memorable experience to millions of customers in the safest possible way’ Answer these questions to explain how the following helps Thorpe park achieve its aims. Why is it important that Thorpe Park has separate customer assistants, supervisors and managers? Use 1 area of Thorpe Park e.g. the Food Beverage area to help explain why. Thorpe park has separate customer assistants supervisors and managers because if a customer has a problem with a specific department for example food beverage then the customer assistance from that pacific area can help but if it was to be all together then the business wouldn’t flow steadily in facts everything would be mixed up and customers would be unhappy and Thorpe park would loose customers and money this is why organisation skills are important if everything was mixed the Thorpe park would know what to improve and do.managers has the most authority then comes supervisor then customer assistants and then the managers have control over supervisors and they have control over customer services etc they have different job roles and all of the different job roles help that department run smoothly making sure there aware of their duties and responsibilities and who to go to if theres a problem this is why team work is very important for all small and large business like Thor pe park. Why has Thorpe Park organised its employees into ‘areas’ e.g. Guest Services / Retail / Human Resources / Health Safety etc. What advantages does this give Thorpe Park? Dividing employees into areas gives Thorpe park a advantage because it makes it organised and neat for example if someone has a problem with there tickets they can go to guest services manager this allows Thorpe park to track what they need to improve on as each area they would need to change something in each areas in order to short the problem as this shows the general manager the performance of each area the  weaknesses and the strengths organisational skills and problem solving skills are a good idea. What are the advantages and disadvantages of Thorpe Park having a tall organisational structure? Are there any disadvantages? The advantage of thorpe park having a tall organisational structure is because the general manager of Thorpe park is responsible for less employees as there is managers for each area such as health and safety manager,finance manager,human resources manager etc.the general manager is only responsible for area managers the fewer people at the top who manager people below them and at the lower levers there are more employees and fewer managers the function of each layer will be clear and distinc there will clear lines of control and responsibilitys and each employee can be closly supervised.however the disadvantages of Thorpe park having a tall organisational structure are that there are a lot of manager levels than a flat chart who have fewer manager levels having a tall structure means slower decision making for example the product enginer at a small business can talk to the owner straight away however in a larger business cannot respond quickly beacause several management layers coul d be involved in the decision making tall structures usually mean higher costs for different management layers meaning a lot of money is being spent of a large business like Thorpe park in order to have all these different areas in Thorpe park.another disadvantage is that communication is a problem as if has to go through many layers before reaching a final outcome. Explain how having separate job roles, business ‘areas’ a well organised employee structure help Thorpe Park achieve their aim to ‘deliver memorable experiences to millions of customers in the safest way’. Having separate job roles business areas and a well organised employee structure helps Thorpe park achieve their aim as it will make the business it sell organised having seperat job roles keeps the employees in categories and aware of what their duties and responsibilities are and also they can be clearly supervised and made sure they are achieving what they want and working hard.having a well organised employees structure keeps the employees focused on one thing instead of more things meaning the better the job will get done as responsibility gets shared out.

Strategy Formulation in the Retail Industry

Strategy Formulation in the Retail Industry Marks Spencer and Next Johnson and Scholes (2006) define strategy as, ‘Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations Corporate strategic management helps us to understand: Direction: Where business is heading in the long run. Markets; Scope: In which market business should compete and what activities are involved. Advantage: How business can do better than competitors in these markets. Resources: To compete in the market what resources are required. Environment: What are the factors which will affect the business. Stakeholders: What are the expectations of stakeholders. THE THREE LOGICAL ELEMENTS OF THE STRATEGY FORMULATION PROCESS: The three essential elements of the strategy process Strategic Intent is the driver of the strategy process. Without an underlying intent, strategy lacks an overall sense of direction and there is no reason to choose one direction rather than another. Strategic intent provides the answer to the question ‘Where do we want to go? The fundamental role of Strategic Assessment is to provide relevant knowledge about the strategic context. It has to assess both the outside world and the relative capabilities of our own enterprise. The role of strategic assessment is to anchor future strategies in reality. Strategic assessment must address the ‘Where are we now? Strategic Choice is fundamental to the strategy process because it is the link to action. It must address the question ‘Which options will we choose for getting where we want to be from where we are? If strategy is to be anything more than an intellectual relaxation then actions must result from the strategy process. The strategy formulation process: three inter-locking aspects. (Macmillan and Tampoe, 2000: 64-65) â€Å"Corporate success derives from a competitive advantage which is based on distinctive capabilities, which is most often derived from the unique character of a firms relationships with its suppliers, customers, or employees, and which is precisely identified and applied to relevant markets.† (Macmillan and Tampoe, 2000: 22, 86, 87) In order to develop competitive advantage, the decision-maker should understand in detail the enterprises skills and resources, and after that manage in a way that the business delivers superior customer value to target segments at a cost that leads to profit. (Wilson and Gilligan, 2005: 405-406) Introduction We have selected Marks and Spencer, and Next as our case study. Both are UK based fashion retail companies having almost same product line. We shall review both companys current position and future potential development according to their strategic management concepts and techniques. By comparing the statistics of two organizations we will evaluate their enterprise skills, objectives and competences that associated with their principals and formulation of individual organizational strategy. Our findings and research shall include companys resources that required addressing short term and long terming strategic challenges in pursuit of sustainable competitive advantage. Assignment focus will implement the concept and theory they have followed such as Porters Five Forces Model, PEST analysis, School of Business strategy, etc. We will undertake a comprehensive review of their past corporate strategies as well as the present economic situation and crisis of global economy. The Marks and Spencer (MS) is one of the most famous retailers in UK. It started in 1884 by Michael Marks in partnership with Tom Spencer in Leeds. Company offers various ranges of products that include stylish and high quality clothing, womens wear and lingerie, means wear, kids wear, home wear, groceries, freshly produce prepared meals etc. They have around 2,000 suppliers globally, about 75,000 employees and have 750 stores round the world. Next is also UK based retailer. It was founded in 1864 by J Hepworth Son as gentlemans Tailors in Leeds. In 1981 company develop a womens wear group of shops by the name of Next. Next has wide range of collection around the world that offers high quality products in clothing that include executive shirts and suits, stylish home products and accessories, children and teenage fashion, footwear and etc. Next has more than 500 stores in the UK and Eire. They have more than 170 franchise stores overseas. Next has following five strategic businesses NEXT Retail operates the high street shops; NEXT Directory is the mail order division; NEXT Overseas operates international retail outlets; Venturaruns the financial services division and Other activities include telecommunication software services and property management Mission Statement: Mission statement is written statement which tells the core purpose of existence of business. Mission statement show the descriptive form of vision Marks Spencer Vision To be the standard against which others are measured Mission To make aspirational quality accessible to all and Values Quality value, service, innovation and trust. NEXT We atNEXT PLChave a task to build,with the main focus of giving all of our customerswhat they deserve The Best. Individuality, long experience, courage in development, and open-mindedness are our tools. The idiom â€Å"The Customer Is The King!!!† is, in our company, not simply a kind of marketing strategy -it isTradition. COMPETITIVE ANALYSIS: Competitive analysis is done to evaluate the competitive position of the company with in an industry. There are many tools for competitive analysis but the important ones are ;Porters five forces model, PEST Analysis, Group mapping, Pricing and quantity dynamics, SWOT analysis and etc. Porter Model Porter says that there are five forces affecting a business and the company has to survive amongst all these force Bargainig power of Supplier Due to big brand names and diversified portfolio both brands are not influenced by supplier. So bargaining power of supplier is low for both brands. This factor works more when product line of business is less and there are few suppliers in the market. There is no such situation for Marks Spencer and Next. Bargaining power of buyer Because of much competition in clothing market there are many sellers and limited buyers so buyers have more options that is way bargaining power of buyer is high the nature of product and nature of buyer both Marks Spencer and Next can not get under influence. This factor affects more in B2B system. Threat of Substitute product There are may not be the exact substitute of product in case of both Marks Spencer and Next. Because there cannot be any substitute of clothing. Threat of new entrant Marks Spencer and Next both have brand loyal customers. So none of them has the threat of new entrant. Industry Rivalry Industry rivalry influences business relatively more when overall industry volume is small. When there are number of players in industry with huge investments and especially with brand name rivalry turns in shape of innovation. Being well established groups and having good financial health both MS and Next dont have such fear. PEST Analysis PEST stands for ‘Political, Economic, Social and Technological. It illustrates a framework of macro environmental factors. It explains how easy or difficult it is to make profit in a certain market. So Political condition of untied kingdom is stable and favourable for the business. So far as economic and social factors are concerned both are good. When we look at technological factor it also very much in favour of doing business in UK. So PEST for both companies is same since both are in UK. SWOT Analysis: SWOT Analysis shows business strength,weaknesses,opportunities and threats. INTERNAL ANALYSIS: Internal analysis is an internal evaluation of the business. It tells us the footing of the business that where it stands and what is the actual worth of the business. There are many tools for checking internal health of the company. For example BCG Matrix, 7s Model and accounting data of the company. Now we look at internal analysis of both companies. BCG Matrix: Boston consultant group matrix evaluates the strategic business units of the company with relative market share and market growth. If we evaluate different SBUs of MS and Next it will be like this. The portfolio of MSs products in terms of BCG matrix is good in clothing having star position and in food MS has occupied the position of question mark relative market shares is low with low industry growth and in financial services industry growth is high but MSs market share is low and will require substantial capital investment to turn them into ‘stars. either ‘dogs (cash in balance) or question marks (cash user). In case of Next they too have good sales in clothing sector occupying star position then comes its homeware at question mark position, electrical SBU comes at cash cow while its other product line like flowers and wines comes at dog level. McKinsey 7S Framework: In strategic management McKinsey7S framework is considered as one of the major landmarks. In a wide variety of situations this 7S model can be used where it is necessary. The 7 Ss are Structure, strategy, system, skills, style, staff and shared values. Both NEXT and MS are fully exercising the 7s model and coordinating at all levels to generate maximum output. Structure of both companies are will defined since both are very old player in this industry so they have learnt a lot from their experience curve and now have developed an outstanding structure. In the initial phase both companies got experience through hit and trial method and now have developed good strategies and system. Both companies have got excellent skills and are full getting benefit of these skills. Both companies are well known figures in clothing industry and have gained professional and productive staff. Both companies have shared values which are widely spread in its all 7s and are reflected by their strategic moves. Accounting Data Analysis: Accounting data analysis shows the growth trends of the company which is very helpful in taking strategic decisions. Following figures just shows the trend of both companies that either company is getting positive response or if there is any downward trend is seen then its reason is traced out so that right strategic move should be taken in future. M S is the leading clothing retailer with market share11.2% Market share of food sector is 3.9% of total UK market. Market share fell down as compared with previous year from 11.2% to 10.7%this was because of effect of recession QUARTER 3 2009/10 INTERIM MANAGEMENT STATEMENT Group sales +2.6% UK sales* +2.3%: General Merchandise +3.2% (Clothing +4.0%; Home -0.7%); Food +1.3% UK like for like sales* +0.8%: General Merchandise +1.2%; Food +0.4% Online sales +32% International sales +6.0% Next Progress in the first half has been better than expected and the business has proved itself resilient in the face of a weak consumer environment.Sales and operating margins were ahead of last year in both Retail and Directory.Financial highlights are as follows: Group revenues increase to  £1,512m Group operating profit increases to  £199m Earnings per share rise to 68.2p Cash inflow of  £114m Net debt reduced to  £514m, ample debt facilities of  £1bn Interim dividend increased by 1p to 19p Ansoffs Matrix : We can use Ansoffs product/market matrix to identify directions for Marks and Spencer and Next strategic development. This matrix offers directions for strategic option available to MS and Next in terms of products and market coverage, taking into account its strategic capability and also expectation of stakeholders. We can see from the Ansoffs Matrix that Marks and Spencers lunch of Financial services products will have involved a diversification strategy. As MS did not already sells financial products, so new market and new product. Both capability and market consideration has driven MS into development of new markets and products. Similarly Next has also entered into other businesses which is to be done to diversify the product portfolio. MS and Next Generic strategies: There are three main generic strategies available to all companies including, either become the lowest-cost retailer or differentiate products and services in such a way that it is valued by customers to the extent that they will pay a premium price. By applying these strengths in either a broad or narrow scope, three generic strategies result: cost leadership, differentiation, and focus. The case of MSs core products (food and clothing), it implements a focus generic strategy as it concentrates on a narrow segment (a particular buyer group (executives), market segment (high-end), product feature (freshness) and within that chosen segment MS attempts to achieve differentiation from Tescos Asda, BHS, Top Shop etc. The premise is that the needs of the group can be better serviced by focusing entirely on it. Next has also adopted the product differentiation strategy by offer products of higher quality and charging premium price. Thus Next is offering high end products by catering the upper middle social class of the society. GLOBAL STRATEGIC DECISION MODEL When companies enter into international market so they have to take global strategic move in order to gain sustainable competitive advantage. For global strategic decision there are different models. Ghoshal Model: Ghoshal put forward a theory for three types of enterprise in international markets ; Multinational, Global and International. He discussed the strategic competency and structure in Multinational,Global and International Enterprise. Diamond Model: Another model for global strategic decision making was defined by Michael Porters which is known as diamond model. He said that first firms in nations gain competetive advantage in local industry and then compete in international market. He also said that endowment factors of nation help firm to flourish. In his model he also discussed that in order to develop a competitive environment with in an industry there should be rivalry so that firms take more strategic decisions and learn to compete. Marks Spencer can move and set up their outlay in developing countries to where efficient workers and supportive utilities are available to gain advantage of factor condition and also act as supporting wall, have to move in those market where large and potential customer size (like as China, India where they currently operating) to gain demand condition by avoiding ethnocentrism with adoptive firm strategy. They have to practice One-To-All marketing in developing countries to become cost leader in those countries and One-To-One marketing where to perform as quality is matter. NEXT plc obviously to move in developing countries to ensure low cost of production (mainly labor cost), and in large potential market like as in China, India etc. with adoptive marketing strategy but with the think of cost leadership which will create or add value. They have to FDI in global market place other than franchising. M S CURRENT STRATEGY (in recession) Short term Priorities Cost Saving initiatives In global economic downtown and changing in customer needs the company taken major steps to cut down the costs and responding customer needs very quickly. Quality, Value, Service, Innovation and Trust is the prime strategy of MS keeping in mind the firm analysed its position in the last few years and to tackle global challenges the firm draw a new plan is called â€Å"PLAN A† to get in to success. This plan includes cutting down the cost of production, reducing staff, closing down less operative branches and reducing dividends to its shareholders to invest in new business, widening its business activity in the international market, improving performance in food and to retain the leading position in General Merchandising. To improve business performance MS invested in pricing. Delivering the best quality at unbeatable value the MS introduced new promotions in General Merchandising and in Food sector. For example Dress for Less One day Christmas Spectaculars Wise Buys Dine in for Two for  £10 Major Steps in the recession period (Cost Management:) In 2009 the MS closed its 26 less operative branches mostly simply food stores, to cut down the cost. Secondly reduced its Head Office Roles and increased the level of pay for eligible to get pension which is major cost to the company. Changing in Logistics system i.e. merging GM and Food together, Introducing mechanisation in warehouse and Streamlining the international distribution system to reduce cost. The main Objectives Increasing the pace of change and operational execution in the business To become multi-channel retailer focusing customer channels Investing in international business particularly in India, China and Eastern Europe Reinvigorating the brand to customers to highlight ethical and sustainability objectives Future plans: Improving UK Core business Introducing MS Direct Sales (Online) Expanding international business (the revenue in this market is proportionately higher than the UK market) Strengthening UK business Portfolio(modernising and expanding existing system) Integrating Plan A across the business (become carbon neutral CO2 emissions tonnes, Send no operational waste sent to landfill tonnes, Improve energy efficiency in Stores Company Perspectives: (NEXT) Nexts mission is to be the natural choice retailer in the UK for fashion aware men women who expect style, distinction quality from their clothing. Next have a task to build with the main focus of giving all to its customers what they deserve the best. Individuality, long experience, courage in development, and open-mindedness are the tools. The idiom â€Å"the customer is the king† to the company and not simply a kind of making strategy it is tradition. Current Strategy (2009) Concentrate on the design, quality and value of product together with excellent customer service and delivery. The company believe this will serve well through the current recessionary period and it will keep in well place when recovery begins. Controlling cost Controlling stock Continue to invest in the brand Operational cost savings Next found two ways to do the business during recession period. 1). Making the best of current position by providing customers with what they expect. 2) Exciting brand name, beautiful design with great quality in clothing and home ware. 3) Engineering product ranges to lower price points by reducing expense in design and quality. During recession next decided not to devaluate its product for the aspect of pricing nor quality and design of their product ranges, and keep maintaining market position and the company believes that this will provide strong foundation when economic conditions change. To improve the business performance the NEXT introduced pilot data warehouse recording system with its 300 stores to control inventory. REFERENCES: Brews, P. J. and Hunt, M. R. (1999) ‘Learning to Plan and Planning to Learn: Resolving the Planning School/Learning School Debate, Strategic Management Journal, 20/10. Baker, M. (2000), â€Å"Marketing Strategy and Management† 3rdedition, Macmillan Business, London Ghauri, P. and Cateora, P. (2005) International Marketing (2nd edition). McGraw-Hill Education (UK) ltd. Kay, J. (1993) The Foundation of Corporate Success (Oxford: Oxford University Press). Macmillan, H. and Tampoe, M. (2000) Strategic Management (1st edition). Oxford University Press., New York. Mintzberg et al. (1998) Strategy Safari (1st edition). FT Prentice Hall. Wilson, R. M. S. and Gilligan, C. (2005) Strategic Marketing Management, Planning, Implementation and Control (3rd edition). Elsevier Butterworth-Heinemann. Robert D.galliers and Dorothy E.Leidner,2003, Strategic Information management, (3rd ed) (P 113-121, 446, 451-3) Michael E. Whitman and Herbert J. Mattord, Management of Information Security (P 505-507) Wilson and Gilligan, (1998), â€Å"Strategic Marketing Management†, 2ndedition, Butterwoth Heinemann, Oxford Baker, M. (2000), â€Å"Marketing Strategy and Management† 3rdedition, Macmillan Business, London Next Articles â€Å"Next Trading Update,† inUK Retail Report,May 2000. â€Å"Next Homes in on Bigger Stores,† inIn-Store Marketing,October 2001. Internet http://www.next.co.uk/shopping/homeware#LID=01_02_08 http://www.marksandspencer.com/

Abortion from an Ethical Point of View Essay -- Papers Birth Pregnancy

Abortion from an Ethical Point of View It is widely accepted that the fact of abortion has been a subject of conversation and controversy for many decades. Since the proportion of people who accept abortion as a ?normal? procedure is equal to the proportion of those who think of abortion as a ?crime?, through time a lot of measurements have been taken against abortion but concerning it?s defense as well. Although the fact of abortion has been examined through it?s scientific and religious side, in this assignment we will try and examine abortion from an ethical point of view. The best way for someone to refer to abortion on an ethical basis would probably be through the description and evaluation of the subject based on two of the most known theoretical approaches: those of Kant?s and of Utilitarianism (Act and Rule). Beginning with the approach of Utilitarianism, we must say that Utilitarianism, is concerned basically with pleasure and with pain. Therefore someone should be concerned with the amounts of pleasure and pain in situations where abortion is permitted as contrasted with the amounts of pleasure and pain where abortion is forbidden. It might be suggested that the main consideration would be the interests of the fetus: not only can its future life be expectedly happy (or at least having a balance of happiness over suffering) it might also be the case that the abortion itself is painful, particularly if it occurs later in the pregnancy. However this focus on the fetus is unwarranted since any suffering involved in the abortion itself can be avoided by simply aborting the pregnancy sooner (before the fetus has even developed the capability of suffering), or with painless techniques. The direct suffering of the fetus c... ...e next nine months and beyond. These factors carry at least some weight. Other potentially overriding factors complicate the rights of the fetus, such as whether the pregnancy resulted from rape, or contraception failure. Whatever the decision of a woman will be, it is a fact that she should be aware of all the elements mentioned above. I personally believe what John Locke implies in his Essay Concerning Human Understanding (1690) that ?it is part of the worship of God, not to kill another man, not to procure abortion, not to expose their children, not" Bibliography BIBLIOGRAPHY: 1. Sterba, J.P.(ed) (1998) ? Ethics: The Big Questions Blackwell 2. Singer P. (ed) (1991) ? Ethics Blackwell REFERENCES: 1. Almond P. (ed) (1995) ? Introducing Applied Ethics Blackwell 2. Smart J.J.C & Williams B. (1973) ? Utilitarianism: For and Against Cambridge

Essay --

Have you ever thought about what career you would land in? The career of a veterinarian has pulled me in. A definition of a veterinarian’s job is some one who â€Å"diagnoses and controls animal diseases, treats sick and injured animals medically and surgically, prevents transmission of animal disease, and advises owners on proper care of pets and livestock†. Veterinarians have to have an unconditional love for animals,wildlife, and science and have a drive to improve the health and well-fare of society as a whole. I posses the quality of a love for animals having experience with many pets at home. In addition vets have to be well rounded as a person. They have to be smart, and have people skills which I do. My stronger subjects are science and math where being a vet, going into medicine has a lot to do with science particularly biology which I did very well in and have a great interest for. This career is special to me because I would be able to improve society, by he lping other people’s animals, as well as possibly finding new cures too, which is why I can definitely see myself being a...

The Association of Southeast Asian Nations

The Association of Southeast Asian Nations was established on August 8, 1967 in Bangkok, Thailand, with the signing of the ASEAN Declaration by the Founding Fathers of ASEAN Indonesia, Malaysia, Philippines, Singapore and Thailand. Brunei Darussalam joined on January 8,1984, Viet Nam joined on July 28, 1995, Lao PDR and Myanmar joined on July 23, 1997, and Cambodia on April 30, 1999, making up what is today the ten Member States of ASEAN.The signing of the ASEAN Declaration established by the Founding Fathers of ASEAN Indonesia, Malaysia, Philippines, Singapore and Thailand represented an important milestone for economic development and affirmed the commitment to the aims and purposes of ASEAN as set forth in the ASEAN Declaration. To accelerate the economic growth, social progress and cultural development in the region through joint endeavor’s in equality and partnership in order to strengthen the foundation for a prosperous and peaceful community of South-East Asian Nations. To promote regional peace and stability through abiding respect for justice and the rule of law in the relationship among countries of the region and adherence to the principles of the United Nations Charter. To promote active collaboration and mutual assistance on matters of common interest in the economic, social, cultural, technical, scientific and administrative fields. To provide assistance to each other in the form of training and research facilities in the educational, professional, technical and administrative spheres.To collaborate more effectively for the greater utilization of their agriculture and industries, the expansion of their trade, including the study of the problems of international commodity trade, the improvement of their transportation and communications facilities and the raising of the living standards of their peoples. To promote South-East Asian studies, to maintain close and beneficial cooperation with existing international and regional organizations wit h similar aims and purposes, and explore all avenues for even closer cooperation among themselves.This later evolved into the ASEAN Charter signed on December 15, 2008, which served as a firm foundation in achieving economic growth, social development, and regional integration, by legally binding the ASEAN community to its rules and values. The ASEAN Free Trade Area was established in January 1992 to eliminate tariff barriers among the Southeast Asian countries with a view to integrating the ASEAN economies into a single production base and creating a regional market of 500 million people.The Agreement on the Common Effective Preferential Tariff (CEPT) Scheme for the ASEAN Free Trade Area requires that tariff rates levied on a wide range of products traded within the region be reduced to no more than five percent. Although originally scheduled to be recognized by 2010, the target of a free trade area in ASEAN was continuously moved forward. As early as 2000, most of the tariff lines on goods traded within ASEAN-6 (Indonesia, Malaysia, Philippines, Singapore, Thailand and Brunei), representing almost 90 percent of intra-ASEAN trade, were already in the 0-5 percent range.The elimination of tariffs and non-tariff barriers among the ASEAN members has served as a catalyst for greater efficiency in production and long-term competitiveness. The reduction of barriers to intra-regional trade gives ASEAN consumers a wider choice of better quality consumer products. Only 247 tariff lines within the region remained outside the remit of CEPT. The Council also announced that uptake of CEPT in the newer ASEAN member countries Vietnam, Cambodia, Laos and Myanmar (CLMV) was keeping pace with the original members.The CLMV countries are greatly underdeveloped and struggle economically compared to the ASEAN-6, CLMV total GDP is only about $97 billion only 7. 5% of the $1. 3 trillion total ASEAN-6 gross domestic product. Cambodia one of the newest members of ASEAN has a trade valu e of $7. 58 billion as compared to Malaysia’s trade value of $323. 5 billion. ASEAN has created the Initiative for ASEAN Integration (IAI) program, which gives direction to and sharpens the focus of collective efforts in ASEAN to narrow the development gap between ASEAN’s older and newer members.Vietnam has expressed its concerns with there new membership to ASEAN and ASEAN’s Initiative for ASEAN Integration as they face several possible economic disadvantages. Vietnam and the other ASEAN economies are essentially competitive not complementary, Vietnam’s developing industry faces potentially stiff challenges from its ASEAN counterparts. Vietnam was told they would need to end its quota system, eliminate other non-tariff barriers, and enhance the transparency of its trade regime.These steps may aggravate Vietnam’s trade imbalance with ASEAN and increase an already growing trade deficit. More than half of Vietnam’s trade deficit of $3. 5 billi on is with other ASEAN countries. There is also the possibility that Vietnam’s tax base could be undermined by the in-flow of goods from ASEAN states as part of the AFTA (ASEAN Free Trade Area). At present Vietnam earns a portion of its domestic revenue from tariffs on imported goods. When these tariffs are lowered or eliminated the flow of revenue from this source to the central government will decline.Despite the difficulties of integration and the concerns of new ASEAN members the ASEAN Charter and the AFTA have seen economic growth by lowering barriers to trade among its member-countries, ASEAN is creating an integrated regional market. This makes economies more efficient through a better division of labor, through the benefits of economies-of-scale. It stimulates healthy competition, lowering costs. It enlarges the domestic market. The region thus becomes more attractive to investors, creating more jobs.The CMLV economies have on average grown faster than the ASEAN-6 cou ntries during the past decade by 5. % compared to -8. 8% in 1998 and 8. 5% compared to 6. 4% in 2007. Over the years, ASEAN's overall trade grew from $ 10 billion in 1967, $ 14 billion in 1970, $ 134 billion in 1980, $ 302 billion in 1990 to $ 650 billion in 1995. With its combined trade value, ASEAN is the fourth largest trading entity in the world after the European Union, the United States and Japan. For about 25 years from 1970 to 1995, ASEAN's GDP grew at an average annual rate of 7. 0 percent. Today, Southeast Asia has a total market of about 500 million people and a combined GDP of more than US$ 700 billion.

Definition of Retail Marketing Essay

Retail is the activity of selling goods direct to the public, usually in small quantities. Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated services, such as delivery. Retail marketing is comprised of the activities related to selling products directly to consumers through channels such as stores, malls, kiosks, vending machines or other fixed locations, according to the Free Dictionary. In contrast, direct marketing to consumers attempts to complete a sale through phone, mail or website sales. The successful implementation of the components of the traditional marketing mix (product, place, price and promotion) are essential for success in retail marketing. The savvy marketer must have a thorough understanding of his or her customers to answer the questions that are implied by each of the 4 P’s. Concept of Retail Marketing Retail marketing depends on learning what customers need and want in the marketplace. The central idea behind retail marketing is ensuring that a company creates products a customer needs or wants, products the customer is willing to pay to own. Some companies have retail marketing departments within their office while others outsource marketers to research and market their product. Using diverse approaches to studying consumer behavior, marketers inventing creative ways to attract shoppers to a product. Corporate Marketing Business marketing is the practice of individuals or organizations, such as commercial businesses, governments and institutions, facilitating the sale of their products or services to other companies or organizations that either resell them, use them as components in products or services they offer, or use them to support their operations. Also known as industrial marketing, business marketing is sometimes referred to as business-to-business marketing, or B2B marketing, for short. Corporate marketing in concerned with the position of the company within the wider market and can involve operations like competitive analysis or monitoring of market dynamics and environmental shifts. Corporate marketing is not concerned with selling products; instead, it seeks to create brand awareness and foster good relations with businesses partners, current or potential investors, retailers, and distributors. Although it is defined as marketing, this function is often performed by professionals from other fields, such as finance or PR. Strategic Marketing Strategic marketing is the endeavor of a business to differentiate itself positively from its competitors, using its strengths to satisfy customer needs in a given environment.The marketing strategy is devised by marketers but executed by other departments within the company, as it is actually logistics, product design, call centers and finance that have to implement the vision. For example, if the strategic marketing plan may call for a new product, the implementation will call for new research and development, new providers, and even new production facilities. The promotion Promotion is one of the market mix elements, and a term used frequently in marketing. The specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[1] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:[2] 1. To present information to consumers as well as others. 2. To increase demand. 3. To differentiate a product. There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product. Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services. How does promotion differ from advertising? Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients. The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it’s having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion. Also Known As: Promo. Often confused with advertising or marketing. Examples: Contests and advertising are two examples of Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The razzmatazz, pace and creativity of some promotional activities are almost alien to normal business activities. The cost associated with promotion or advertising goods and services often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organisation to develop and build up a succession of messages and can be extremely cost-effective. Publicity is the deliberate attempt to manage the public’s perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. Publicity is the act of attracting the media attention and gaining visibility with the public, it necessarily needs the compliment of the media it cannot be done internally because it requires the attention of the publicist and it is the publicist that carries out publicity while PR is the strategic management function that helps an organization communicate, establish and maintain relation with the important audiences, It can be done internally without the use of media From a marketing perspective, publicity is one component of promotion which is one component of marketing. The other elements of the promotional mix are advertising, sales promotion, direct marketing and personal selling. Examples of promotional tactics incl ude: †¢ Art exhibitions  Ã¢â‚¬ ¢ event sponsorship †¢ Arrange a speech or talk †¢ Make an analysis or prediction †¢ Conduct a poll or survey †¢ Issue a report †¢ Take a stand on a controversial subject †¢ Arrange for a testimonial †¢ Announce an appointment †¢ Invent then present an award †¢ Stage a debate †¢ Organize a tour of your business or projects †¢ Issue a commendation The advantages of publicity are low cost, and credibility (particularly if the publicity is aired in between news stories like on evening TV news casts). New technologies such as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure. The disadvantages are lack of control over how your releases will be used, and frustration over the low percentage of releases that are taken up by the media. Publicity draws on several key themes including birth, love, and death. These are of particular interest because they are themes in human lives which feature heavily throughout life. In television serials several couples have emerged during crucial ratings and important publicity times, as a way to make constant headlines. Also known as a publicity stunt, the pairings may or may not be according to the fact.

Antarctica Report †the environment and scientific research Essay

Introduction: The great icy continent of Antarctica is located at the south-most point on Earth and in the heart of the Antarctic Circle, referred to as the ice-cold desert. Antarctica covers the entire land and water region south of the latitude 600 S with no defined longitude, the continent spans around the entire Antarctic Circle. In reference to Australia, the eastern half of Antarctica ranges from a close 3,800km south of mainland Australia with Mawson Station located further west. Due to its location, early expeditions to Antarctica were usually carried out on boat with a stop at islands along the way i.e. Macquarie Island- now one of the four main Australian research bases in Australian Territory of the Antarctic Peninsula. Australia controls the largest part of Antarctica (43%) because of Sir Douglas Mawson’s expedition to Antarctica in 1929-31. During this expedition, Mawson and his team mapped majority of the Eastern coast, setting up camps along the way and eventually other Australian expeditions set up stations using these maps. Later when the Antarctic Treaty was established, this link with Antarctica and the fact that Australia was the first nation to map the eastern coast was considered, resulting in Australia’s claim to this area being granted, leaving them with majority of Antarctica. The governing of Antarctica is unique and very different from the rest of the world. It is governed by many nations that have all claimed parts of the continent for scientific research who all are guided and bound by â€Å"The Antarctic Treaty†. â€Å"The Antarctic Treaty† was designed and created by twelve original countries (there are now 38 countries) in 1961 to provide an agreement for the future care and use of Antarctica and to avoid territorial and other disputes. The Treaty encourages international co-operation in scientific research and in recognition of Antarctica being the last remaining â€Å"wilderness† on Earth, the ‘Madrid Protocol’ was established to help the conservation of the environment and peace on Antarctica. Elements of The Antarctic Treaty include: Antarctica shall be used for peaceful purposes only (Art.1), Freedom of scientific investigation and cooperation shall continue (Art.2), Scientific observations and results from Ant arctica shall be exchanged and made freely available (Art. III). Lying at the south-most point on Earth, Antarctica is truly a unique continent, renowned for a very harsh climate and an environment that has caused both, humans and animals, to adapt to the extreme conditions. Despite minimum infrastructure, Antarctica houses various forms of extensive scientific research conducted at its numerous bases. Climate: Mawson’s climate is typical of much of the coast of East Antarctica where the ice caps are present at sea level. The climate of Mawson Station can be described and categorized into four main areas: rainfall, temperatures, wind speeds and direction and mean daily averages. One of the main features of Mawson’s climate are the extremely cold daily maximums and minimums present there through most of the year. The mean maximum temperature ranges from its hottest at about 2.60C in January to the lowest daily maximum-15.60C in the peak of winter (July, August, September). The annual mean for the daily maximum is -8.40C, around the same as the mean in March and October. The mean daily minimums are not vey different to the daily maximums, a contrast compared to most parts of the world where the daily minimum and maximum have a greater difference. The mean daily minimum is at its highest in the month of January at -2.60C, dropping down considerably in March by almost 110C to -13.30C, marginally warmer than the annual minimum average of -14.3. Similar to the mean daily maximums, the mean minimums are at their lowest in winter, leaving a gap/difference of about 60C between the two (maximum and minimum). Although the mean temperatures around Mawson are mostly in the negatives, they are still a lot warmer and pleasant than those experienced in majority of Antarctica’s inland as the station lies near the coast and at a lower altitude of about 1,200m compared to the inland where altitudes rise up to almost 3,00m above sea level. Another characteristic of Mawson’s climate is the incredible winds experienced at Mawson and their high speeds. Winds around Mawson blow predominantly from the east and south, heading in a northwest direction. The mean annual wind speed is almost 40 km/h at 3pm, with some extreme speeds go past 120km/h during the year in peak winter (3pm). The maximum gust speeds exceed 140 knots frequently with the highest recorded wind gust ever in the area reaching an amazing 248.4km/h early in the morning. Wind speed are generally stronger during the winters, rising up to an average of 44km/h in August at 3pm compared to an average of 27-28km/h in December/January. Most precipitation falls as snow in Antarctica with no significant rainfall recorded near Mawson Station. As a result of Antarctica receiving less than 50mm of rainfall per year, the Antarctic region is classified as a desert-the coldest and driest desert in the world. Snowfall occurs regularly throughout the year-mainly during late summer when the snow is still able to fall without freezing. Although this snowfall is not very significant, it still has an impact on the climate around Mawson Station. The lowest temperatures at Mawson vary greatly as the seasons change. During the seasons of autumn and spring, the lowest ever recorded temperatures for each month (during these two seasons) have been very similar. The lowest temperatures of March, April and May all range within the late twenties to early thirties, almost identical to those of September, October and early November. Where as, the lowest ever temperatures in winter and summer are in great contrast, as the lowest during summer goes down to a less extreme -17.30C in February compared to freezing -360C in August. The reason for Antarctica’s very cold climate and its frequent change of size is the concept of the Earth’s revolution. The Earth is constantly rotating around an axis that runs through the north and South Pole at an angle of incidence (leaving the Earth always at a tilt of 23.50), completing one rotation every 24 hours. The Earths rotation is the reason that day and night are experienced, as when a part of the world is facing towards the Sun, it would be day, and when it rotates around to be away from the Sun, it becomes night. While the Earth is rotating on its axis (completing a rotation every 24 hours), it is in constant revolution around the Sun (completing a revolution every 365 days). As the Earth is always tilted the same way, the stage at which the Earth is at during its revolution determines the concentration and strength of the rays hitting the particular area. For example, if it is December 21 in the southern hemisphere the angle of incidence will have this part of the Earth closer to the Sun/tilted towards it causing the Sun’s ray to be concentrated at a smaller area and thus being stronger and creating more heat. This is because; during summer the Sun is directly above the Earth due to the tilt. As the equator is in no hemisphere, the angle of the rays is the same throughout the year, creating the same season for 365 days. Where as, the poles, which are located at top of the northern hemisphere and bottom of the southern hemisphere, have two completely different seasons. During summer they rotate around the axis but are always facing towards the Sun, thus having sunlight for almost 24 hours per day. However, during winter, the poles- in this case the south pole- is tilted away from the Sun and when rotating on the tilted axis, it remains away from Sun for most of the time, thus having no sunlight. This process/revolution continues for the whole year, in which the South Pole has experienced both summer and winter. Because of this reason and that it is located around the South Pole, Antarctica experiences these extreme amounts of daylight and darkness. As a result of these extreme seasons, a huge amount of sea ice is formed during winter, as the temperature gets extremely cold, quickly melting as summer approaches and the temperature rises above freezing point. If Antarctica were located near the equator, this effect would not occur as firstly, the temperatures would not be as low because the suns ray’s are stronger there because of the angle of incidence, but also the change in seasons would not be as extreme with the hours of daylight barely varying throughout the year. Mawson Station: Location: Mawson is a particularly favourable location for a station, with excellent access to the hinterland/open inland areas and surrounding coastal waters. It is also located near a harbour sheltered from the main body of the ocean and with a large depth and mouth not too narrow, during the ice-free period usually experienced in February, a ship may anchor within 100 metres of the station. Barges carrying the cargo would take only a few minutes to travel from the ship to station as it is located right on the shore. There is also a â€Å"magnetic quiet area† for research and tests requiring very little magnetic interference. The Station: The base at Mawson has a very simplistic layout. It consists of many buildings in a spread out area (as shown in the image on the right) each for different purposes with the science related buildings located closer to the shore. Everyone lives in the main accommodation building (the Red Shed; located the furthest from the shore), in modern air-conditioned single-room bedrooms. The Red Shed also houses the surgery, lounge, kitchen, and dining room. The Red Shed at Mawson base has indoor climbing, a home theatre, photographic dark room, a library and several common sitting areas for passing time during the winters. As it is a multi-recreation and living building, neither scientists nor other workers conduct their research there but expeditioners use it for day-to-day work. The green store is another one of the buildings that dominate the skyline at Mawson. It is located in front of (closer to the harbour) the Red Shed and is where all the dry food and most frozen food are stored. The clothing store, field store and equipment spares are also located here. Inside is rock climbing wall and open space for games like volleyball. Similar to the Red Shed, the green store is used for day-to-day work rather than scientific research. The operation building (the yellow building near the green store) houses the Station Leader’s office, communications, the post office and the Bureau of Meteorology. It is the home for the work of the telecommunication technicians, station leaders and many electricians. The Main Power House (the blue building near the shore) is where all the electricity for the station is generated and is where many more of the electricians, technicians and mechanics work. Waste heat from the generators is piped around the station and used to heat the buildings. The trades’ workshop (known as Red Dwarf), located near the main power building, houses all the offices and work area for the trades such as the Diesel mechanics, plumbers and electricians. The waste management building is responsible for processing all sewerage and non-toxic liquid waste. It is located a bit away from the main part of the station with very few workers. The cosmic ray observatory (located near the airstrip and shore) contains telescopes that detect and measure cosmic rays coming from outside our solar system. It has a shaft going down in the rock to a vault to a second set of telescopes and also some seismic detection equipment. It is home for scientists working in the field of seismology, cosmic ray physics, meteorology and atmospheric physics. The Anaresat dome (next to the Red Shed) is the home to technicians in the field of telecommunications and scientists in the field of Cosmic Ray physics. The general science building (where the biologists and geophysicists work) is located behind the green store. The Aeronomy (home to atmospheric space physics and climate change studies) is where majority of the atmospheric physicists work and the white building is located at the far corner, away from the shore. The carpenter’s workshop is where the carpenters do majority of their work. The building is located near the middle of the station, standing out with its brightly coloured doors. The Magnetic Variometer hut- a special building that houses sensors that measure and record the changes in the Earth’s magnetic field- and the magnetic absolutes hut are located next to each other behind the waste disposal hut, write on top of a magnetically quiet area. At Mawson Station, there is also a emergency vehicle shelter where all the fire fighting equipment is stored, a high frequency radio-transmitter hut, one aircraft hanger, three helipads (used infrequently), numerous inflatable rubber boat sheds, the wharf (where cargo is loaded and unloaded), a Sun recorder building and two fuel farms all spread out around the station. Most of these buildings are located in a cluster together with few in a different location due to restriction and needs i.e. magnetically quiet areas. The scientific programs undertaken in and around Mawson include: * Middle and upper atmosphere physics. * Cosmic ray physics and meteorology. * Geomagnetism and seismology. * Biology and medicinal studies. * Automated upper atmospheric sciences. * Climate change studies. Although one of the harshest environments on the planet, Antarctica is also one of the most vulnerable and is rapidly being effected as a result of human behavior. There have been many effects on the environment and wildlife in Antarctica caused by humans- mainly tourists that come and go- and their activities. Humans travelling to and from Antarctica (tourists and scientists) are the cause of many impacts on the environment as their trips involve the ships, accommodation, vehicles and other amenities which all can have an impact on the environment. One of the major impacts humans are having on Antarctica’s wildlife, is that the usual feeding and huddling grounds for penguins and other animals are being disturbed and in some cases, destroyed, taking away the habitat and vegetation needed for them to survive. This is a result of many tourists and scientists using areas- that are important to wildlife- for their own needs and desires (i.e. camps, research facilities), leaving the wildlife to find new homes and adapt to conditions sometimes not suitable for their needs (i.e. not close enough to the water, not large enough or not the right climate). The mode of transport taken by most visitors, boats, is harming the marine life and destroying parts of their environment. Various shapes and sizes of boats are cutting through the Southern Ocean and arriving in harbours where the marine life and depth is quite shallow. In some occasions, fuel tanks are being scraped, creating a minor leak in them that, over a period of time anchored at the harbour, releases tonnes of fuel and other toxic chemicals, scarring the marine life. As a result of this and to prevent further release of toxic chemicals, The Australian government and the ADD have banned large ships or boats with old systems and engines from entering Antarctic waters, reducing the possibility of harm to marine life. As for the problem of destruction to wildlife habitats, the ADD has developed laws that prohibit the use of wildlife-important areas for human use. As a result of this, scientists and visitors are banned from using areas with high importance to animal activity (i.e. breeding grounds and huddling areas) and instead forcing them to work in already human-developed areas like stations. Another impact that humans are having on Antarctica’s environment is the increasing amount of environmental pollution being released in forms of excess waste being dispersed into the oceans and environment in the form of litter. Due to an increasing number of people in Antarctica every year, tonnes of extra waste are being produced and dumped everywhere, releasing toxic chemicals which can become concentrated in the bodies of local wildlife, such as seals, penguins and whales, harming them in the long term. The issue of excess waste polluting the environment is also a result of original waste management strategies not being adequate or designed for a situation like this where the amount of humans present in Antarctica is much more than forecasted. Until relatively recently, waste disposal management in Antarctica was similar to elsewhere in the world with open tips, land fills and the burning or discharging of most sewage into the sea, as well as the practice of ‘sea-icing’ – dumping rubbish onto the sea ice during winter to float away and sink during the summer, with the areas around stations being contaminated from oil and chemical spills. Now, after new laws protecting the environment of Antarctica, waste is being split into many categories, each with a different strategy to stop the release of it into the environment. Hazardous materials such as polystyrene beads and radioactive materials are prohibited from entry into Antarctica; most other wastes are to be incinerated in a two-stage high incinerator with the resultant ash returned to Australia, metals, plastics, paper, cardboard and glass are separated and returned to Australia for recycling and the installation biological sewage treatment plants are all strategies that the Government of Australia are using to prevent pollution- as a result of excess waste- into the Antarctic environment. Adaptations to the Antarctic Environment: Human Adaptation: Comparisons Between Mawson’s Expedition and Today Mawson Today Transport * Wooden sleds pulled by dogs- not very stable and efficient. * Large wooden boats and ships with sail and masks. * Feet- walking around and pulling sleds with back. * Wooden, mechanic carts for transporting things around bases. * Used the ship Aurora Australis when it was fist made in 1950s. * Small planes that can land on large strips of ice. * Helicopters for shorter distances or rescues. * Small cruise ships with navigation, etc. * Off road vehicles for driving around the station. * Emergency vehicle shelter for vehicles used in emergencies. * The inflatable rubber boats for summer months when ice has blown out. Equipment * Wooden shovels, a compass and mostly non-automated equipment. * Signals to communicate and fire for heat-no phones or electrical heat. * Basic survival equipment- a limited amount taken on expeditions- food, necessaries, etc. * Basic tents prone to being destroyed in strong winds-not completely water tight. * Some metallic, some wooden tools to dig, cut and carry items in. * Telecommunication and navigation ways like phones, GPS’s and full-proof maps. * Waterproof tents with firmness to withstand strong winds. * Metal tools to dig, cut, gather water and cook meals. Good quality equipment. * Normal da to day equipment like boxes to keep samples in. Clothing * Several layers of basic warm clothing-no proper insulation-weighed more than modern clothing. * Gloves, fabric headgear (beanie like0 covering most of face with no proper insulation for the nose. * Insulated clothing with minimum weight. * Brightly coloured clothing to stand out and be easily spotted. * Clothing that can get wet and dries quicker than most. * Gloves, beanies, and nose protection with maximum insulation. Humans have adapted to the Antarctic climate with the use of new technology, more user-friendly equipment like automatic vehicles rather than human –pulled sleds and clothing that not only protects expeditioners from the cold with better results than clothing used in Mawson’s expedition, but at the same time is also comfortable to wear, allowing activities to be completed with ease. Todays transport in Antarctica- off-vehicles, portable rubber boats and small aircrafts- are all much more efficient than those used in Mawson’s expedition- human or dog pulled sleds and wooden carts. They require less human strength and energy that can instead be used in conserving body heat, are a lot less time consuming allowing more work to be completed or a greater distance covered in an expedition and most of all, the new forms of transport are much more reliable with a less risk of breaking down or failing in the middle of an expedition. Another adaption humans have made to help battle the Antarctic climate is their improved clothing that has better insulation, conserving more heat. This clothing has made humans feel as if they are feeling the same temperature as in other cold places around the world with very little extra weight on themselves. They have also been able to carry tools around on expeditions that can dig, cut and build with greater ease than those of Mawson’s expedition. This adaption has allowed humans to not be prevented and stopped by physical barriers on Antarctica and instead overcome them, using stronger tools like those used around the world. Animal Adaptation: Every environment is subject to changes that vary from season to season and from year to year. Even in Antarctica where it is always cold the variations can be quite marked. For example, the number and intensity of storms and blizzards can vary from year to year as can the time at which the sea-ice forms in autumn or breaks out in summer. These environmental changes are likely to have an influence on the animals that live there. Nature has provided the emperor penguin with a need to adapt to the extreme conditions of Antarctica. Standing 1.2m tall, over time the largest penguin has developed many physical and behavioral adaptations that leave it as a truly amazing bird, which not only easily survive the Antarctic winters, but also are also capable of doing almost anything during the time. Emperor Penguins have excellent insulation against the cold in the form of several layers of scale-like feathers that take very strong winds (over 60 knots) to get them ruffled. They have a very small bill and flippers, which conserve heat and are not as exposed to the temperatures due to their size. Their nasal chambers also recover much of the heat that is normally lost during exhalation. They also possess strong claws in their feet for gripping the ice and slippery surfaces, allowing them to waddle instead of sliding around on their bellies all the time. Another special physical adaptation of the emperor penguin is the ability to ‘recycle’ its own body heat. The emperor’s arteries and veins lie close together so that blood is pre-cooled on the way to the bird’s feet, wings and bill and warmed on the way back to the heart. Emperor penguins have large reserves of energy-giving body fat to use during low-level activities during winter. The emperor penguin also possesses many behavioral advantages to survive in the climate of Antarctica. They are very social creatures, and one of their survival mechanisms is an urge to huddle together to keep warm. To keep warm, the males close ranks to share their warmth. Even though Emperors are large birds and when carrying their incubation fat, they are about as large around the chest as a human, they still huddle on very cold days, with as many as ten packed into every square metre, cutting heat loss by as much as 50%. This huddling instinct means that they do not defend any territory (the emperor penguin is the only species of penguin that is not territorial) and instead radiate heat and keep warm together. Another behavioral technique used by the emperor penguin to survive the conditions in Antarctica is their ability to mate and reproduce during winter rather than in summer and take care of their eggs. Like most penguins, emperor parents closely share parental duties. What is unique about emperors however, is the co-operation between males while carrying out their parenting duties. Once the egg has been laid during winter, the male emperor puts the egg under his brood flap to keep it warm at about 380C so that the egg can eventually hatch instead of dying inside. During this period of a few months, the male does not eat anything and instead closes together with the others to stay warm himself and to keep the egg warm while the mother goes off to find food. When she comes back after winter is almost done, the chick, which would have hatched around the time, is fed and looked after until December at which stage, they are almost the same size as their parents. Because of this cycle formed by the emperor penguins and the ability to breed during winter, the young are hatched and brought up during the early summer instead of peak winter, giving them a higher chance of survival. Conclusion: From the harsh and extreme climate to the rocky and wildlife-populated shores, the continent of Antarctica is unique in almost every way. Larger than two continents combined, covering the South Pole and the driest of the deserts every seen, along with the majestic ice sculptures found nowhere else on the planet, Antarctica draws hundreds of tourists every year to experience these wonders from the welcoming surroundings of world renowned stations established by expedition leaders like Sir Douglas Mawson. No doubt, both humans and animals have had to adapt to the frantically changing climate, but now that they have, they too are enjoying the beauty of Antarctica. References A Livingston Technologies Production. (2012, February ). Design Your Logo. Retrieved April 6, 2013, from Cool Text: http://cooltext.com/Logo-Design-Bad-Acid Australian Government. (2002, June 04). Aurora Australis. Retrieved April 15, 2013, from Australian Antarctic Division : http://www.antarctica.gov.au/living-and-working/travel-and-logistics/ships/aurora-australis Australian Government. (2002, June 5). Mawson. Retrieved April 9, 2013, from Australian Antarctic Division : http://www.antarctica.gov.au/living-and-working/stations/mawson Ford, A. B. (2013, February). Antarctica. Retrieved April 7, 2013, from Encyclopaedia Britannica: http://school.eb.com.au/eb/article-24711?query=Mawson%20Station&ct= Gaidos, S. (2009, February 2). Antarctica warms, which threatens penguins. (Science News For Kids) Retrieved April 10, 2013, from Earth: http://www.sciencenewsforkids.org/2009/02/antarctica-warms-which-threatens-penguins-2/ Harrowfield, D. (1997). Living and Working in Antarctica. (University of Canterbury – Christchurch, New Zealand) Retrieved April 9, 2013, from Gateway Antarctica: http://www.anta.canterbury.ac.nz/resources/living.html Judge, A. (2010). Antarctica Discovery (Vol. 1). Melbourne, Victoria, Australia: Pearson Australia. Maugans Corporation . (2012, July). Antarctica. Retrieved April 7, 2013, from Destop Nexus: http://nature.desktopnexus.com/wallpaper/117302/ Oxford University Press. (2010). Mawson Station. Retrieved April 6, 2013, from Oxford Atlas: http://203.166.81.53/secondary/NewOxfordAtlas/VFW/MAWSON/activity.html Royal Geographical Society. (2011). Making Claims. Retrieved April 11, 2013, from Discovering Antarctica: http://www.discoveringantarctica.org.uk/9_claims.php Ward, P. (2001). Antarctica Climate and Weather. Retrieved April 12, 2013, from Cool Antarctica: http://www.coolantarctica.com/Antarctica%20fact%20file/antarctica%20environment/climate_graph/climate_weather.htm Wienecke, B. (2011, March). Emperor Penguin. Retrieved April 12, 2013, from Sisters School District: http://ssdstudent.net/SMS/2010_11/spro/penguins.htm Appendix Oxford Atlas Virtual Fieldwork 1. Mawson station- an Australian scientific research base named after Sir Douglas Mawson- is located on the eastern side of Antarctica currently claimed by Australia at 670S 620E and south of the Antarctic Circle. Mawson is situated along an isolated outcrop of rock on the coast in Mac.Robertson Land and the south eastern shore of Horseshoe Harbour. Although usually considered closer to Hobart than any other Australian city, Mawson Station is actually situated about 5,475km from Hobart, further than the 5223km southwest of Perth. Relative to Australia’s main cities, Mawson Station lies far to the west of them, falling between South Africa’s Cape Town and Perth in the Southern Ocean. Australia owns and maintains three permanent scientific research bases all located within Australia’s main Antarctic region and one on Macquarie Island in the sub-Antarctic. The three stations are evenly distributed along the coast of Antarctica with Mawson being the most westerly of the three continental stations and the first one built and established. Davis is the most southerly of the stations and is situated SSW of Perth, on the Ingrid Christensen Coast of Princess Elizabeth Land and between the other two. Casey is located in the Windmill Islands, just outside the Antarctic Circle and the only one of three located outside the Antarctic Circle. 2. Mawson’s climate is typical of much of the coast of East Antarctica where the ice caps are present at sea level. The main features of Mawson’s climate are the extremely cold temperatures present there through most of the year. The mean maximum temperature ranges from about 2.50C in January to -15.50C in the peak of winter (July, August, September). Although temperatures around Mawson are mostly in the negatives, they are still a lot warmer and pleasant than those experienced in majority of Antarctica’s inland as the station lies near the coast and at a lower altitude. Winds around Mawson are predominantly from the east and south with the mean annual speed being almost 40 km/h while extreme speeds go past 120km/h in peak winter and maximum gust speeds exceed 140 knots frequently. As it lies south of the Antarctic Circle, the Sun does not rise at Mawson for approximately six weeks from the first week in June and does not set for the same period from early December. During those six weeks in June and July, the day consists of a few hours of twilight. 3. The Aurora Australis is Australia’s Antarctic flagship and was named after the aurora emitted around Antarctica. Designed as a multi-purpose research and resupply ship, the Aurora was built for the Australia Antarctic Program by P&O Polar and launched in September 1989. The ship is 94.9 metres long and 3911 tonnes in weight. It has a cruising speed of 13 knots, and accommodates 116 passengers plus crew. It is capable of breaking ice up to 1.23 metres thick. The Aurora regularly sails across the Southern Ocean where storms can generate 10 metre high seas and winds of 120–150 km/h. The Aurora Australis, designed specifically for trips to and from Antarctica, has many features for this instance. Six of these features are: * Installed in the ship are ways for satellite communications (not present on mainland Antarctica), allowing people on the ship to phone anywhere in the world at any time or stay in touch by email. * The ship’s kitchen can go through 4500 eggs, 1000 kg of potatoes and 280 litres of ice cream. The ship can produce up to 45,000 litres of fresh water per day for use on board for both drinking and other uses. As the trip to Antarctica and back can easily take up to six weeks, a large kitchen and food supply are extremely necessary. * The ship’s colour, bright orange, is painted all around it so that it can stand out in the ocean and making it easier to spot for rescue teams. * Three helicopters can be housed in the hangar and operate from the dedicated helicopter deck at the rear of the ship. They can go to and from the ship ahead to Antarctica or rush back to Australia in an emergency via the ship to refuel. * The ship is well equipped for marine science research with a commercial sized trawl deck, and a commercial hydro acoustic system for the assessment of Southern Ocean organisms such as krill. It also has a general-purpose lab for processing net samples, a hydrographic lab, fish freezer, meteorological lab, five multi-purpose laboratories, a photographic dark room and a scientific workroom. * The Aurora Australis is painted a very bright orange, thus allowing it to be easily seen and spotted in ice-spread waters. 4. Mawson base was first established on 13 February 1954, when an expedition led by Dr Phillip Law landed on the shore of Horseshoe Harbour (located on the coast of Mac Robertson Land), naming the new station in honour of Australia’s greatest polar explorer, Sir Douglas Mawson. Law had chosen this place to establish the station after viewing photographs of Mac Robertson Land from the expeditions of 1929-1931 led by Sir Douglas Mawson and 1946-47 by an aircraft from an American expedition. He chose the location because of its key locality near the coast, the large natural harbour (Horseshoe Harbour), a major hotspot for wildlife to conduct scientific research on and the permanently exposed rock present there for building, requiring very little to be shipped over. During the first year, living quarters, a works hut, the engine shed, two store huts and a carpenter’s shop were built and by 1966, the number of buildings had increase to fifty including the construction of the first aircraft hanger in Antarctica. Mawson’s location lies on the coast with Horseshoe Harbour spread around it. At the southern end of the station, (Horseshoe Harbour), ice sheets cover the waters surface near the shore, leading out into the Southern Ocean. The Mawson region is one of the richest areas for seabirds in the Australian Antarctic Territory, and supports living colonies of emperor and Adelie penguins, petrels and seals. The base at Mawson has very comfortable living conditions. It consists of many buildings in an area (as shown in the image on the right) each for different purposes. Everyone lives in the main accommodation building (the Red Shed), in modern air-conditioned single-room bedrooms. The Red Shed also houses the surgery, lounge, kitchen, and dining room. The Red Shed at Mawson base has indoor climbing, a home theatre, photographic dark room, a library and several common sitting areas for passing time during the winters. The green store is one of the buildings that dominate the skyline at Mawson. It is also where all the dry food and most frozen food are stored. The clothing store, field store and equipment spares are also located here. Inside is another rock climbing wall and open space for games like volleyball. The operation building houses the Station Leader’s office, communications, the post office and the Bureau of Meteorology. The Main Power House is where all the electricity for the station is generated. Waste heat from the generators is piped around the station and used to heat the buildings. The trades’ workshop (known as Red Dwarf) houses all the offices and work area for the trades such as the Diesel mechanics, plumbers and electricians. At Mawson Station, there is also a waste management building, emergency vehicle shelter where all the fire fighting equipment is stored, a high frequency radio-transmitter hut, one aircraft hanger, three helipads (used infrequently), a cosmic ray observatory, The Anaresat dome (a large satellite dish), numerous inflatable rubber boats, the general science building (where the biologists and geophysicists work), the Aeronomy (home to atmospheric space physics), the carpenter’s workshop, Magnetic Variometer hut- a special building that houses sensors that measure and record the changes in the earths magnetic field, magnetic absolutes hut, the wharf (where cargo is loaded and unloaded), the Sun recorder building and two fuel farms. Facilities At Mawson Station Transport Scientific Other Amenities * The emergency vehicle shelter with fire-fighting equipment and other vehicles. * The three helipads and one aircraft hanger and airstrip (currently out of use). * The post office and the high frequency radio transmitter hut for communication. * The inflatable rubber boats for summer months when ice has blown out. * The wharf (the cargo dock). * The cosmic ray observatory and the Bureau Of Meteorology. * The Anaresat dome with the large satellite dish. * The photographic dark room and the library inside the Red Shed. * The general science building where majority of the science is conducted. * The Aeronomy- atmospheric space physics. * The Magnetic Variometer Hut. * The magnetic absolutes hut. * A Sun recorder building. * The Red shed’s living quarters, surgery, lounge, kitchen, dining, theatre and recreation rooms. * The facilities in the Green Store: frozen food storage, clothes store, equipment spares, field store and rock climbing wall. * The waste management building, offices and the main powerhouse. * The gym building (formerly a general room). 5. The four main priority programs undertaken by Australian research scientists in Antarctica are: * Climate processes and change. * Terrestrial and Near-shore Ecosystems: Environmental Change and Conservation. * Southern Ocean Ecosystems: Environmental Change and Conservation. * Frontier Science Climate processes and change: Climate Processes and Change investigates the role of Antarctica and the Southern Ocean in the global climate system. Its main focus and importance is to address uncertainties identified in â€Å"The Fourth Assessment (2007)† report, which highlights the lack of climate data around the Southern Ocean and Antarctica. It also investigates the role of the region in slowing climate change and the future behavior of the ice. Terrestrial and Near-shore Ecosystems: This program investigates the effects of environmental change on Antarctic and Sub-Antarctic terrestrial and coastal ecosystems. This program provides the scientific basis to guide and develop enhanced environmental protection for these ecosystems. Southern Ocean Ecosystems: the Southern Ocean is facing many threats to its marine life and ecosystems as a result of physical and biological changes that are being caused because of fishing, climate change and acidification. Scientific research under this theme is helping scientists understand the impact of global change on Southern Ocean ecosystems, the effective conservation of Antarctic and Southern Ocean wildlife and the sustainable, ecosystem-based management of Southern Ocean fisheries. Frontier Science: The focus of Frontier Science is to encourage and support research that falls outside the priorities of the other research departments along with focusing in the environmental science in the other categories. It is basically about learning about sciences beside climate change and the causes and effects of them. 6. If you were travelling to a penguin colony 90 kilometres away from Mawson Station, you would most likely travel by a small plane or helicopter capable of landing without requiring a constructed airstrip or helipad. These to options would be far better than by land as conditions along the way could potentially halt your journey-leaving you stranded without support or rescue, it would take a lot longer and a lot more supplies and clothing would be required. Adequate clothing would be required to battle the cold temperatures especially during winter. You would carry and wear a thermal, a suit that constrains heat, thick gloves, headwear that covers majority of your face as well, long insulated pants, thick jackets and other items of clothing usually warn also in Northern Russia and Canada. 7. The area of Antarctica is almost double the size in September than in March as a result of sea ice freezing during the winter (September) and melting during the summer (March). Over a 12-month period, the sea ice begins to melt and the size of Antarctica begins to decrease towards the end of September. It continues to do so until March, when it is almost half the size. Once again, when winter begins around the beginning of April, the sea ice begins to gradually freeze; increasing the area of Antarctica every month until September before the cycle begins again. Scientists use a variety of technology to research these changes. They use drones and satellites to examine the area and measure the increase of size. The satellites map out the area and give an aerial view for scientists to examine and interpret. They examine the oceans, atmosphere and climate patterns to describe and prove how the change occurs. An ice core is a core sample that is typically removed from an ice sheets, most commonly from the polar ice caps or high mountain glaciers. As the ice forms from the incremental build up of annual layers of snow, lower layers are older than upper, and an ice core contains ice formed over a range of years. The properties of the ice and the recrystallized inclusions within the ice can then be used to reconstruct a climatic record based around the age range of the core, normally through analyzing their elements. This enables the reconstruction of local temperature records and the history of atmospheric composition as they contain information about the past climate. 8. Over time the emperor has developed many physical and behavioral adaptations that leave it as a truly amazing bird, which not only can survive the Antarctic winters, but also are capable of doing almost anything during the time. Unlike other animals that have inhabited Antarctica, emperor penguins spend time on both land and water throughout the year, being able to do what they like without the fear of fearful predators and possibly not surviving through the winter. Emperor Penguins have excellent insulation against the cold in the form of several layers of scale-like feathers that take very strong winds (over 60 knots) to get them ruffled. They have a very small bill and flippers, which conserve heat and are not as exposed to the temperatures due to their size. Their nasal chambers also recover much of the heat that is normally lost during exhalation. They also possess strong claws in their feet for gripping the ice and slippery surfaces, allowing them to waddle instead of sliding around on their bellies all the time. Another special physical adaptation of the emperor penguin is the ability to ‘recycle’ its own body heat. The emperor’s arteries and veins lie close together so that blood is pre-cooled on the way to the bird’s feet, wings and bill and warmed on the way back to the heart. Emperor penguins have large reserves of energy-giving body fat to use during low-level activities during winter. The emperor penguin also possesses many behavioral advantages to survive in the climate of Antarctica. They are very social creatures, and one of their survival mechanisms is an urge to huddle together to keep warm. To keep warm, the males close ranks to share their warmth. Even though Emperors are large birds and when carrying their incubation fat, they are about as large around the chest as a human, they still huddle on very cold days, with as many as ten packed into every square metre, cutting heat loss by as much as 50%. This huddling instinct means that they do not defend any territory (the emperor penguin is the only species of penguin that is not territorial) and instead radiate heat and keep warm together. Another behavioral technique used by the emperor penguin to survive the conditions in Antarctica is their ability to mate and reproduce during winter rather than in summer and take care of their eggs. Like most penguins, emperor parents closely share parental duties. What is unique about emperors however, is the co-operation between males while carrying out their parenting duties. Once the egg has been laid during winter, the male emperor puts the egg under his brood flap to keep it warm at about 380C so that the egg can eventually hatch instead of dying inside. During this period of a few months, the male does not eat anything and instead closes together with the others to stay warm himself and to keep the egg warm while the mother goes off to find food. When she comes back after winter is almost done, the chick, which would have hatched around the time, is fed and looked after until December at which stage, they are almost the same size as their parents. Because of this cycle formed by the emperor penguins and the ability to breed during winter, the young are hatched and brought up during the early summer instead of peak winter, giving them a higher chance of survival. Scientists are continuously researching and discovering new behavioral and physical facts about the emperor penguin. They capture the penguins for a while to examine them, using state of the art technology undertaken by biologists both on Antarctica and back in Australia. Some of the research includes: learning about the emperor’s breeding habits, physical body, behavior habits and they are adapting to the changing climate. 9. Tourist travel to Antarctica for a wide range of reasons including an opportunity to experience and view the unique environment with incredible icebergs, auroras, ice arches and wildlife only seen and present there. Tourists usually make the boat trip to Antarctica during the summer between October and February as the climate is at its best, the pack ice is at its lowest, the Sun is high in the sky for most of the day and wildlife is most active at the time, wondering out into the open. A typical journey taken by a tourist to Antarctica usually begins in either: Ushuaia (Argentina), Hobart (Australia), Cape Town (South Africa) or Christchurch (New Zealand) with most choosing the first two. A large boat or small ship is taken from one of these locations, before a long few weeks spent on the waters in more than adequate living conditions. During the journey, tourists can take part in many activities normally present on basic ocean cruises. These include activities like swimming, movies, dining, whale watching, witnessing sights found nowhere else on Earth and other activities to pass time. Once arriving at a station in Antarctica, tourists spend their time on the continent in and around the station, undertaking numerous activities ranging from casual indoor activities like rock climbing, viewing scientific programs and spending time in the library to outdoor activities like watching the penguins, taking a sea kayak to get a close up on sea birds and whales, trekking past and up majestic mountains, scuba diving, walking on the ice and exploring historic huts left behind by various expeditions. There are many impacts on the environment and wildlife in Antarctica caused mainly by the tourists that come and go. The tourism industry to Antarctica involves much more than just the tourists as it involves the ships, accommodation, vehicles and other amenities required for the tourists. Because of this, the wildlife is having a major impact with usual feeding and huddling grounds for penguins being disturbed ad in some cases destroyed along with other places for other species like the rocks being used for construction, taking away the habitat of the seals. Tourists also have an impact on the environment like they do all around the world with specific places being developed especially for them. Parts of Mawson Station has been developed and built recently just for tourists, destroying parts of the natural environment as many of the materials like rocks come from Antarctica instead of being shipped over. The transport in which tourists arrive, boats, also have effect the waters as oil spills- regular due to the ice- pollute the waters harming the whales and other marine life. As a result of this, large ships have been prohibited from the waters around Antarctica as they not only pollute the water, but also disturb and crack the ice. Waste management is another problem occurring at Mawson Station with tonnes of waste accumulating on the continent, creating a major headache for workers to clean up before it’s the toxic chemicals start having an impact on the environment.