An Exploratory Study of Myanmar Culture

Hofstede originally identified four dimensions of culture: power distance, individualism, masculinity, and uncertainty avoidance. Power distance represents the degree of a culture’s acceptance of inequality among its members. Individualism and collectivism represent a culture’s main focus, being either the importance of the individual or the group. Masculinity and femininity represents the stereotypical characteristics of men and women as being the dominant cultural values. Uncertainty avoidance is essentially a collective tolerance for ambiguity for a culture. Later research with Michael Bond (Hofstede & Bond 1988) added a fifth dimension called long-term Electronic copy available at: http://ssrn. com/abstract=1114625 orientation. This dimension, originally called Confucian Dynamism, measures the preferences of a culture for a long-term and traditional view of time. Hofstede’s work has attracted a number of critics. Some have expressed concerns about the generalizability of the sample, the level of analysis, the comparison of political boundaries (countries) to culture, and the validity of the instrument (Mc Sweeney 2002; Smith 2002). Others have challenged the assumption of the homogeneity of each studied culture (Sivakumar & Nakata 2001). The additional dimension of long-term orientation (LTO) has been challenged on the grounds of conceptual validity (Fang 2003). While many of the concerns raised by his critics can be considered to have some validity, Hofstede’s research, nevertheless, represents the most comprehensive analysis of cultural values to date. This paper provides a preliminary look into the cultural assessment of a country not included in the Hofstede data set. Myanmar is located in Southeast Asia, bordering Thailand, China, India, and Laos. The country, formerly called Burma, gained its independence from Britain at the end of World War II, after a hard fought struggle with the colonial power and the Japanese invaders. Burmese nationalist and national hero, Aung San fought for his country’s independence and for democratic rule (Khng 2000). His daughter, Nobel Peace Prize winner, Aung San Suu Kyi continues the struggle today inside Myanmar, even as she lives under house arrest. While Myanmar interacts with its ASEAN neighbors, a number of Western countries have placed economic sanctions on the country for its lack of democracy. These sanctions have limited foreign investment and other forms of economic exchange. A military junta has ruled the country for the past 17 years and the country has operated in various states of isolation from the world over those years. As a result of its isolation, very little research has been conducted on its culture or values orientation.

Single Fathers Versus Single Mothers

Single Fathers The Single Fathers versus Single Mothers First Name Last Name College / University you are enrolled at Professor’s Name Subject The Single Fathers versus Single Mothers The plight of single mothers has been all too familiar in the recent years. Social services have been tailored made to cater to their needs. It is with them that our society sympathizes. Then again, we seem to have forgotten that while there is a single mother, there is the single father who suffers just the same. He is that other part of the whole.He also has his own rights, needs and story that deserves to get noticed and paid attention to. Indeed, he too matters and that is for sure. The number of single fathers in the United States registered to about 2. 5 million by the year 2007. Of the 2. 5 million, 40 % of them are divorced, 4% are widowed and the remaining 16 % are separated. Eight percent of the population rears three or more children below 18 years of age. About 14 % of this population has been not been living in their own homes.The annual income of 27 % of these families amounts to about $ 50,000 or more (Information Please Database, 2007). This has been a big population boost as way back in 1970, single mothers account to about 90 % of the single family population while single fathers only numbers to 400,000 (Gillenkirk, 2000). The American family is a lot different now. More and more fathers left to rear their children after a break up are starting to out number the single mother population, almost twice as much. More than 2 million, which is about one – fifth of the population of single parents today, are single fathers.Even though the media's portrayal of single parents still focuses primarily on single moms, working single fathers now register to about 30 % of the single parents population (Gillenkirk, 2000). For most social workers, particularly the ones involved in the welfare department and civil service find it hard to fit in quality time in thei r schedules. Most of their time is consumed by long working hours. They could not avail of night shifts to take time off from work. As a result, they seldom spend worthwhile moments with their kids (Jaff, 1983).In the social work practice, fathers are branded as the â€Å"hard to reach clients. † Most lower – class single fathers are labeled this way. Their working habits or their seeming lack of interest may be to blame. These seem to augment the bad reputation of fathers as unhelpful and impassive and almost always pass the burden of responsibility to their wives. As if to add insult to injury, home visits are scheduled during the daytime and most of them are designed primarily for the mother and children, the father, in most cases is overlooked. Arranging schedules favorable to the father barely happen.If only social work practices will include single fathers in their client's list, they are most likely to respond (Jaff, 1983). Stereotyping among fathers themselves still abound the paternal role in the world of social services. In some cases, their roles are dictated by social workers. The lack of efforts to include single fathers in social work practices are taken as a non – involvement. While there is no denying of the incidents wherein fathers are out of reach, it must be noted how ever that most of this cases happen in social work programs primarily catered to single mothers.Even though equal importance are considered and expected, single fathers are seldom if not never the major clients as far as social work practices are concerned, by default or design (Jaff, 1983). The seeming exclusion of fathers in the social work practice was founded on either conceptual or organizational reasons. The irony is that most children in placement came from families with unhealthy father – child relationships. Sadly, making up for such loss never happens. While the importance of incorporating the father's role in such programs is slowly gaini ng recognition, what is ideal does not always exists in reality, though.Still, there is a decline in terms of partnership and fathers barely get the accommodation they deserve (Jaff, 1983). This kind of development is much awaited by the social work practice in general, particularly the children involved. They know too well that there is a large possibility of ignoring the father as an important client. Countless reasons contribute to this scenario. Nevertheless, fathers are not valued nor are they assisted at the very least in the field of research and social work practice. He is deemed to be the challenging rather than partner in delivering social work practices.The father’s role is of equal importance with that of the mother. If only outreach programs are incorporated, working hours is not a matter and if only cultures are respected, fathers can turn to social work practices whenever he needs a helping hand (Jaff, 1983). In the world today, the father’s role and pro blems as a client in the social work practice, commands a second glance. This is especially true now that women’s rights and roles are redefined. The father and the mother are now treated as two separate entities, thanks to the dictates of the modern world.Moreover, testing family roles is more acceptable today than ever before. Maternal as well as paternal roles are gaining it most deserved attention (Jaff, 1983). The issue of the father's rights as a partner in social work practices is one thing. It has never been so important to be reminded that efficient child welfare practices must be delivered. Both parents need to be involved as they form part of a whole. After all, the process starts with them. Biological or psychological, a parent's participation is crucial.It can make or break the whole child welfare practice no matter how noble the aim can possibly be (Jaff, 1983). A century ago, fathers left home in search for a job to sustain his family. Back then the father is t he breadwinner, a place that held a stable footing for a while. Undoubtedly, over the years, men have endured countless struggles to stay true to this assumed role in the family. Nevertheless, at the turn of yet another century, the male of the species being the sole providers remained to be the standard (Shaklee Year).However, such standard has been challenged by current changes in the family set – up for the past couple of years. An increasing number of married women are beginning to enter the employment scene. This includes mothers of young children. With this thing happening now, are fathers as breadwinners nearing extinction? (Shaklee Year). As mothers begin to enter the work force, the fathers are compelled to pay a price. Husbands of employed mothers appear to suffer mental anxiety and distress more as compared to husbands of stay – at – home moms. There are men who see themselves as a deficient provider.While women's liberation has done good things to th e female of species, it has abandoned the conventional concepts of machismo and fatherhood. In effect, it posted a challenge to the prototype of a man as a sole provider (Shaklee Year). The role of the father as a breadwinner may soon come to an end. Differing trends could be the reason for its downfall. Separating oneself from a certain role is a good recourse especially when conventional roles are at stake. Since the marrying age of men is getting high, they are most likely to father relatively few children.Moreover they would most probably file for divorce sooner or later. This trend includes children born out of wedlock, whose fathers’ participation is almost negligible. In addition, children out of wedlock who seldom receive support from them fathers are part of this trend. The amount of quality time shared by fathers and his family has gone down by 43 % from 1960 until 1980. These fathers have separated themselves from family life primarily because of the recent redefin ition of the father’s role in the family (Shaklee Year). The reverse of the process may be echoed by the second trend.This can be characterized by men’s view of their involvement in the family life as a measure of happiness. The average American father would trade job promotion for quality time (Shaklee Year). It took us how many years to be able to weigh against this reaffirmation the role of the male species in the family today to his role back when the days were young. The year was 1800’s when the strong male image came to life. The father’s role in child development and family life is vital as far as the home, being the focus of the work is concerned.However, when work leaves home, fathers become insignificant in the aspect of child development. As mothers grace the employment scene, the father’s role in the children’s lives are stressed like never before. Initially, fathers may not be comfortable to assume this role since they are not u sed with this kind of set – up. Though they may not see their fathers like themselves, they can very much resemble the role their great – grandfathers used to play at home (Shaklee Year). Today, a growing number of men are beginning to value a world beyond work and success.Things then known to be the measures of life’s worth. Now, they know that there is certainly nothing more of value than witnessing the first few gaits of their child, that sweet kiss on the cheek, the seemingly complicated art of tying a shoelace, that clip perfectly placed on her head or his boy’s first attempt to shoot that ball. These are the things can never be replaced by any amount of compensation for a job well done. Though it can never be well articulated in words, that sense of satisfaction can surely get any single father through the pains of his fate.The times when a father is able to watch a child grow and actually be there for him from the minute he begins to defy gravity u ntil such time when he can very well take care of himself are the very moments when the much needed strength may be drawn from. These are the things that can make loss and custody battles a little bit more bearable than it actually is (Gillenkirk, 2000). The very same things that remind him that after all, everything will be worth every pain endured and tear shed along the way. References Gillenkirk, J. Fathermag. com. (2000, November 4).A Revolution in American Fathering. Retrieved February 18, 2008, from http://www. fathermag. com/107/fathers/ Information Please Database. (2007). Fathers by the Numbers. Retrieved February 18, 2008, from http://www. infoplease. com/spot/dadcensus1. html. Jaff, E. D. (1983). Fathers and Child Welfare Services: The Forgotten Clients. Laurence Erlbaum Ass, 129 – 37. Shaklee, H. CCC. (Year). Fathers in America: 100 Years of Change. Retrieved February 18, 2008, from http://www. agls. uidaho. edu/ccc/CCC%20Families/Research/fathers. htm

Rights Essay Example | Topics and Well Written Essays - 2500 words

Rights - Essay Example re the human rights and the government should guarantee that regulations are enacted appropriately so that other individuals also admire human rights. Human rights were first identified globally by Universal Declaration on Human Rights in the year 1948. Subsequently, it was readily accepted by the European Convention on Human Rights (ECHR). In the year 1998, the Human Rights Act was approved, making the human rights and liberty directly enforceable in the UK (Liberty 80, n.d.). ECHR, which was adopted in the year 1950, came into practice three years later. It is a unique replication of values of society and fairness. It provides list of guaranteed rights such as right to life, right to be free from torture, right to freedom and security, right to fair trial, right to respect for private and family life, right to marry, right to effective remedy and right to enjoy other convention rights without discrimination among others [1] (The Law School, 2012). There are several accomplishments of ECHR that can be accounted since it was established, following which, it continues to encourage human rights and democracy across the European region. It has developed jurisprudence in human rights and has made significant influence to the sustained harmony and constancy in Europe. ECHR signifies that the right of individual petition is guaranteed where people are offered with adequate security assurance from the authority and by the influence of state. Over the years, the number of ‘High Contracting Parties’ (HCPs) has also expanded and the access to safety delivered by the provisions of ECHR has become available to almost 800 million European people [1] (The Law School, 2012). Whereas, this expansion of ECHR has been greeted in several nations, the number of legal cases was also observed at considerable rapidity. As the number of new member states in European Union increased, the continuous expansion trend of ECHR brought about many difficulties, particularly when assuring

Lesson 9 and 10 Personal Statement Example | Topics and Well Written Essays - 750 words

Lesson 9 and 10 - Personal Statement Example The second article covers the NTIA and the US Copyright Office’s report on the Digital Millennium Copyright Act. The primary purpose of the DMCA is the updating of national laws for the digital age to assist vigorous progress of e-commerce, communication, research, development, and education in the internet age. Section 1201(g) on The Encryption Research Exception may be detrimental as it might result in a decrease in legitimate research and testing in the field of encryption research. A researcher just needs to make a good faith attempt to obtain authorization from the owner to undertake circumvention. 2.) The doctrine of fair use calls for a high level of ethical behavior from the publisher. It is up to the ethical standards of the publisher to decide, if the purpose of use is not to gain any commercial benefits. In order to take on an allowable act of encryption research, the law of good faith effort makes it lawful for a researcher to undertake circumvention activity just after he has made a good faith effort to obtain authorization from the owner. This calls for an ethical judgment on the part of the publisher. 3.) The Government should modify the existing regulation so as to give more control to copyright owners. The Government should encourage research in copyright protect technology, and education about ethics. No government intervention will lead to an unethical usage of content from somebody else for commercial purpose, and may limit future interest in creating something of own. However, the concept of policing people’s computer might hamper the privacy of the citizens. 4.) The use of fair use doctrine for publishing although legal, but may turn out to be unethical in certain cases. The terms of fair use are subjective, and the publisher may interpret them in any way he may like. Similarly the use of law of good faith effort, although being

Social work ethics - reflection paper Article Example | Topics and Well Written Essays - 500 words

Social work ethics - reflection paper - Article Example Majority of the surviving American troops, referred to as veterans of the Iraq war are in dire need of therapeutic treatment which could be obtained from various help centres. The U.S. Department of veterans' affairs is charged with referring these patients to specialised mental centres (www.socialworkers.org). One such patient has been recently referred to me. Since my client had very nasty and frightening experiences in Iraq, it would be my noble responsibility to handle the situation most professionally and delicately to avoid causing further sufferings and anguish to him. My foremost action would be to assess the extend to which the war had on my client's emotional and psychological states by subjecting him to various interrogations concerning his social history; and psychiatric status. The social history would involve a brief review of relations, work and educational experiences prior to, during and after military service while the psychiatric aspect of the interrogations would involve a review of past and current psychological symptoms and traumatic experiences during military service, if any. This would greatly help me decide the best help to accord the client. Because the client is confirmed to be suffering from PSTD, my most immediate action would be to institute a type of counselling

Recent incidences of corporate or banking scandals happened in U.S Essay

Recent incidences of corporate or banking scandals happened in U.S companies or financial insitutions - Essay Example At the same time, the Lehman Brothers reduced assets on the left side of the company’s statement of financial position. The Lehman Brothers also systematically used the repos to finance some projects. Instead of reporting that the repos were used for financing reasons, the Lehman Brothers disclosed the repos as asset sales to mislead investors (Elliott and Treanor 5). This allowed the Lehman Brothers to use the proceeds gained from the repo to reduce its leverage right just before the reporting period. By September 2008, the repo proceeds had reached $50 billion resulting in bankruptcy. The investigators were amazed to learn that this amount was even more than the bonds that were due at the time General Motors went bankrupt the previous year. The repo proceeds were also comparable to the gross domestic product of Switzerland in 2008. Amazingly, the top executives of the company then, including its CEO Dick Fuld denied any knowledge of the company’s use of Repo 105 (Elli ott and Treanor 5). It was also amazing that Ernst & Young, the leading audit firm for the company gave unqualified report without noting the misstatements in the company’s books of account.... From the analysis of the case, it became apparent that the company’s top executives made serious errors of business judgments, which ought not to have occurred. For instance, it was unethical for the top executives of the company to mislead investors of the real picture of the company by manipulating the balance sheet. As earlier indicated, the Lehman Brothers tried to stop its demise by falsifying the balance sheet to deceive investors about its true financial picture. This was unethical act, which executives ought to avoid. The company’s financial statement is very important since it shows investors how the company is performing, which also influence their investment decisions (Goldmann and Hilton 21). According to the accounting and auditing standards, the top executives of the company were supposed to report the real financial position of the company. The Lehman Brothers also breached the corporate governance and management ethics by using Repo 105 to manipulate its balance sheet. In this regard, we realize from the case that the Lehman Brothers diverted $50 billion of its toxic assets from its balance sheet in the early 2008 rather than disposing of the repos and reporting the same at a loss. After doing so, Wolff observed that the lack of strong internal control allowed the Lehman Brothers to treat the repo 105 transaction as proceeds instead of financing (2). To make matters worse, the chief financial officer was found to have sent emails indicating that repo 105 should be used to reduce liabilities in the statement of financial position of the country. This was indeed a serious breach of accounting principle. In addition, the top executives of the company failed to disclose the repo 105 to the rating agencies,

Energy Production on Gym Essay Example | Topics and Well Written Essays - 750 words

Energy Production on Gym - Essay Example The water containers also are made up of plastic which practically litters in every gym. Plastic is an environment hazard because it is non-biodegradable and is there to stay in our environment as a pollutant for a very long time. The discrepancy between the environmental consciousness of the gym customers and actual operation of a gym presents a timely opportunity for an entrepreneur who would be venturing into a green gym. The idea of a green gym can still be considered as a sunshine industry because it is a new trend in the fitness industry and is a departure the current operation of most gyms today can still be considered as environmentally hazardous. Sunshine industry is an industry that grows quickly and is expected to grow steadily in the future (investorwords). Sunshine industry could be profitable since the market it intends to carve its niche is still underserved. The present customer of the gym can be considered as a captive market because they are likely to welcome the idea of a green gym because of their intention to live healthy. If the marketing strategy and positioning of the green gym business will prove to be successful, it could expand its client base to include those who are environmentally conscious. The market of the green gym can extend and include the environmentalist which is also a huge segment of the market. If a significant portion of this segment of the market can be translated into actual clientele by enticing them with the green operation of the gym, this could be a huge addition to the present customers of the green gym and will surely have a significant impact on the bottom line of the business. Customers will expect that the green gym will be environmentally clean in its operation and that the carbon foot print of its operation is minimal if any. Meaning, its operation consumes very

Role of Management Accounting Essay Example | Topics and Well Written Essays - 250 words

Role of Management Accounting - Essay Example Apart from collecting, recording and reporting the financial matters, the main role that the managerial accounting plays is of the budget. The budgets are a major aspect of an organization. It is the vital organ in the industry that controls the overheads and makes certain the preparation of an organization for the upcoming period and challenge. Budgets function as analysts that outline the prospect as to how the company is going to dwell in the upcoming phase. Without a strategic planning, an organization cannot carry on. The budget helps the company to ensure that the spending limits are adequate. Speaking about the managerial and financial accounting, the basic difference between them is that the managerial accounting interprets the people working in a specific organization. It analyzes the work that is going on and also plans for the work that would take place, aiming for a better future of the company as they do so. Whereas, the financial management relates to the effective use of money that can be utilized and maximize the value of the firm as well. They are the base on which the profit making of the whole company depends. They are the protectors of the company’s assets and strengthen the accountability, exhibiting on how the financial supplies are utilized. Thus, managerial accounting plays a fundamental role in the success of an organization. It requires awareness and skills to outline the challenges that are faced by the company. Overcoming them and organizing them helps a business to prosper and interact with other business organizations more fluently and more

The nature of the Bolshevik takeover in October 1917 Coursework

The nature of the Bolshevik takeover in October 1917 - Coursework Example There are some scholars like (C) and (D) who show Provisional Government’s only failure was perhaps to adequately deal with the rising power of Kornilov and the mishandling of the entire Kornilov affair. Others like (B) show clearly how Lenin was able to cleverly take advantage of the multiple and varied failures of the Provisional Government on diverse accounts ranging from food shortages, poor working conditions and the economic maladies. However there are others like (A) who offer a very weak interpretation of the events that perpetuated in the Bolshevik revolution of October 1917 and hence does not add anything substantial to the debate on the role of the failure of the provisional government in the rise of the Bolsheviks. This is tersely and aptly put across in (B) where the authors delineate the growing discontentment of almost all sections of the Soviet society with the Provisional Government and the increasing influence of Lenin who promised a better life to all. However, both (C) and (D) have postulated the Bolsheviks’ rise to power only as an offshoot of the failure of the Provisional Government to deal with the Kornilov affair. â€Å"The Bolsheviks were the principal beneficiaries of the Kornilov crisis, winning their first majority in the Petrograd Soviet on 31 August† shows that (C) simply links the Kornilov crisis with the Bolsheviks winning the Petrograd Soviet; as also does, â€Å"in party-political terms, the prime beneficiary of this reaction to the Kornilov affair was the Bolshevik party† in (D). Both (C) and (D) have highlighted the Kornilov affair and Kerensky’s lack of insight and management of it as the prime causes leading to the Bolshevik’s gains. ... Both (C) and (D) have highlighted the Kornilov affair and Kerensky’s lack of insight and management of it as the prime causes leading to the Bolshevik’s gains. However, this was just one isolated incidence, and this (Kornilov affair) too was an outcome of the failure of the Provisional Government on many different levels which are well and succinctly explained by (B). Also, (A) is completely off the mark and provides no information or insight on the topic under discussion; instead (A) reflects on the serendipity of Bolsheviks’rising to power at all. While this makes a good and interesting read, (A)’s reminiscences go waste when it comes to evaluating the role played by the failures of the Provisional Government in the rise of Bolsheviks. In fact, if anything (A) provides some dubious evidence to support the contention that the Provisional Government was seen such a failure by the soviet masses and the military, that even in spite of the many exigencies and limitations, the Bolsheviks were able to gain mass support at the grassroot level and come to power. In contrast, (B) provides substantial evidence to support the believe that it was the failure of the Provisional Government that allowed the Bolshevik to stage a coup in October 1917 and ultimately the Bolshevik take over. This contention is explicitly backed by Weiner (2001) who states that the Provisional Government that headed the country post the fall of the Tsar was expected to take the reins of the economy and politics and steer the nation on the path to democratically elect a more permanent government. Instead, the provisional government was mired in political intrigues and mismanagements and complete lack of focus on the

Film, Culture and Society Movie Review Example | Topics and Well Written Essays - 1000 words

Film, Culture and Society - Movie Review Example (Sklar, 1994) Perhaps the reason why Depp has attracted a lot of attention outside his film could be because of his charming personality. He reports to interviews with a cigar in hand and then says hallo to all the members surrounding of the camera crew. Additionally, the actor is quite comfortable with his own personality because he is not afraid of experimenting with fashion. The actor can wear boots that were synonymous with the nineteen eighties and still hold his head high. Depp tops this up with his good looks and makes many Hollywood enthusiasts interested in his escapades. Besides these, Depp is quite enterprising; he owns a club called Viper Room in the heart off Hollywood. But then again, the tabloids reported that this place has more drugs than soda. Speaking of escapades, Depp has had his share of dramatic scenes in his personal life. He was reported by some newspaper reporters that he had trashed hotel. As if this is not enough he has had some drug addiction issues in the past but this does not stop the public from loosing interest in his new developments. Maybe it is these negative remarks that keep the public anxious. (Shatz, 2002) Fellow actors such as Penelope Cruz have asserted that Depp is quite a humorous man. He is indeed natural and charismatic at the same time. They claim that this is the most outstanding feature about him and this could also be the reason why he has been in and out of relationships. Johnny Depp's' films Johnny Depp has contributed to the film industry in his own unique way. However, some critics argue that he is not an actor worth his salt. This can be attributed to some of the headless horsemen movies he has done in the past. These movies undermined the strength of Depp's acting abilities. However, these arguments pale when one examines other films done by Depp. For instance the films; 'Before Night Falls' and 'Fear and Loathing in Las Vegas' did very well in the box office. The one thing they both had in common was the fact that Johnny Depp was the main character. He seems to have an ability to carry heavy roles with the depth they deserve. Taking an example of the movie 'Blow'; Depp plays the role of a tough, fearless and tragic drug dealer. Depp was chosen for this role because he has the capacity to bring out the negative aspects in the lead role. On the other hand, this does not undermine the fact that he still displays the tragic end to the movie with the compassion and dignity it deserves. Depp chooses his film roles carefully as most of them depict central characters. Conclusion Johnny Depp is a charismatic, humorous and striking person in real life. This larger-than-life off -screen character has influenced the level of success and hence his stardom. (Neve, 1992) The issues going on behind the camera have adversely affected the roles played in front of the camera in terms of the offers presented to Depp. After assessing Depp's life; controversy is indeed a marketing tool in Hollywood as Depp only became truly famous after people started following up his private life. Success of Baz Luhrmann's Moulin Rouge as a postmodernist film Introduction The essay will examine the extent to which Baz Luhrmann's the Moulin Rouge film has depicted postmodernism with a specific focus on Parody /pastiche. Discussion The film's main theme serves as a template for the expression of parody. The

The contrasting place Essay Example for Free

The contrasting place Essay How does Barry Hines create sympathy for Billy Casper in A Kestrel for a knave? Kes is a novel written by Barry Hines set in Sheffield, south Yorkshire, in the 1960s. The story describes two different places that really contrast each other. The first place is where Billy lives all the houses are council houses, the whole area is run down and deprived of luxuries such as central heating. The contrasting place is called Firs Hill where all the houses are big, clean and very posh with lots of luxuries like hot running water. I suppose we already feel sorry for Billy because of the disadvantaged area he lives in. Kes raises a lot of 1960s issues for example, Billy has no father, his mother goes out most nights and always returns home with a new man, making us feel sorry for Billy as hes no one to look up to. Another issue is that of the education system which lets Billy down badly. He attends a boys secondary modern where he suffers draconian punishment such as thrashes from a cane or lashes from a belt. Billy will have to leave school when he is 15; his only choice of employment will be to work down the mine (pit) with his brother Jud whos a bully. Billy hates the thought of having to work down the mine, which creates sympathy as hes forced into a no hope situation. The first incident I have chosen is Sugden P. E lesson (pg. 87-108) I have chosen this because when you compare Billy to a bully like Sugden, it shows how pitiful Billy really is. In this part of the novel Hines has managed to create sympathy for Billy by showing how weak and vulnerable Billys character is. Billy has to tell Sugden hes forgotten his P. E kit and Sugden makes him wear a pair of shorts which are massive, the class roars with laughter and even Billy has to smile. The only person not amused was Sugden. This part emphasises on the hard strict character Sugden is and makes Billy look like a complete wimp. The class then goes onto the field and football teams are picked. Billy is last to be selected which shows he has no friends. You feel sorry because hes the loner of the class, not only does he get picked last, but he is made to go in goal, this appears to be a regular thing as Billy states Im fed up o goin in goal. I go in every week. In this same incident a dog wonders on to the pitch. Sugden, bringing out his bulling character, resorts to violence and tells the boys Go and fetch half a dozen cricket bats from the games store, Billy sticks up for the dog saying Itll not hurt you. And manages to lead the animal off the field without getting hurt. This shows a caring side to Billy and how he relates to animals. The end of lesson bell sounds but the match carries on. Time is being expressed in this part of the story maybe to show how slowly it is passing and to create tension as to whos going to win the game. Eventually its all over and the boys race inside to the showers. Sugden watches Billy as he changes and blocks off his exit because he didnt have a shower. Billy denies not having one and comes up with the excuse of having a cold but cant produce a sealed letter from a legal guardian to prove it. At this point in the novel you can feel the unnecessary humiliation Sugden inflicts upon Billy as he sends him into the showers not once but twice and orders three other boys to help. This part emphasises on just what a bully Sugden is and creates sympathy as Billy suffers Sugdens taunting. The film version of this incident is slightly different; it starts off with a distance shot of Sugden outside doing an over exaggerated warm-up. Circus fair music is being played which makes his warm-up seem very funny. As the camera gets closer you can see that Sugden is full of his own self importance as he comes over as being real big headed. The next shot cuts to the changing room showing an over the shoulder shot of Sugden having a go at Billy for forgetting his kit. This shot gives the impression of Sugden towering over Billy and shows how small and scrawny Billy is compared to a bully like Sugden. (The size difference does not come over in the book. ) There is also a low angle shot of the boys looking in at Sugden and Billy, which creates the impression of them crowding round to watch. This shot creates sympathy for Billy as it shows the whole class watching as Sugden tares strips of him. The shot then cuts to the outside scene where all the boys are lining up ready to be picked. It projects Billy as an isolated, pathetic figure as hes left standing alone, waiting for his name to be called. The book tells us that Billy is picked last and this shot directs attention towards him looking alone and segregated. The football scene is cut short in the film, I think this is to keep the story flowing as it seems to drag on a bit in the book. However the film missed out the dog scene, which portrayed Billys understanding of animals and how he treats them different to adults. Throughout the football scene the camera is mostly focused on Sugden. It shows in sequence Sugden taking the penalty twice and sending a boy off for a foul he made himself, then hes seen hitting two boys for not participating in the game properly. These shots are all designed to show him as a bully. The close ups show his facial expressions as being stern and strict. This emphasised his bulling character whereas the book can only reveal his character by how he talks and acts. Both make you dislike him. The final scene opens with a shot of Sugden stopping Billy for not having a shower, while Billy gets undressed Sugden starts laughing with the other boys, creating pity for Billy as everyone seems to pick on him. The shot cuts to a close up of Sugden turning the shower temperature dial form hot to cold, as in the book. This is an important scene because it shows just how far Sugden will go with his self ego and the fact that no-one bothers sticks up for Billy shows how lonely he is. The shots of Billy in the showers alone are mid shots and close ups. The close-ups show details like goose pimples and actually start to make you feel cold. The shot of him by himself make him look isolated and lonely again creating pity. This part of the story comes across a lot better in the film than in the book.

Applications of Genomics in Cancer

Applications of Genomics in Cancer IN WHICH AREA OF HEALTH CARE CAN GENOMICS MAKE THE BIGGEST IMPACT, AND WHAT SCIENTIFIC ADVANCES ARE NEEDED TO MAKE THIS HAPPEN? Hozaifa S. Hassan Cancer management is one of the hottest areas in modern healthcare, especially with its increasing burden in both developing and developed countries. Genomics has changed the landscape of cancer management. This review highlights the current knowledge and concepts concerning how genomics with the advent of new technologies has revolutionised cancer management. Although we still have a long way to go till achieving full cure of cancer, the rapid development of cancer research carries fruitful promises for the near future. Keywords: Cancer, genomics, microRNA, immunotherapy The International Agency for Research on Cancer (IARC) has recently declared that global cancer burden rises to 14.1 million new cancer cases and 8.2 million cancer-related deaths occurred in  2012, compared with 12.7 million and 7.6 million,  respectively, in 2008, with prediction of a substantive increase to 19.3 million new cancer cases per year by  2025. Prevalence estimates for 2012, show that there  were 32.6 million people alive over the age of 15 years had a cancer diagnosed in the past five years. 1 This sets off the alarm bells, we have to develop more effective tools to face this current situation. Genome sequencing and the oncogenic landscape: Cancer is driven by various genomic alterations. The emergence of the draft human genome sequence in 2000 empowered the study of cancer genomes in many ways. With the arrival of the next generation sequencing (NGS) the tumour biology research has further revolutionized.2 With comprehensive sequencing of many cancer samples, huge number of mutated genes were discovered, so it is crucial to classify these genes into those whose mutations confer with selective gross advantage for the cancer ( driver genes mutations) and those which occur though the course  of tumourigenesis and do not have great impact on the selective gross advantage (passenger mutations). There are about 140 driver genes identified till now. A typical tumour contains two to eight of these driver gene mutations. Driver genes can be classified into 12 signalling pathways that regulate three core cellular processes: cell fate, cell survival, and genome maintenance (Fig. 1). Therefore, targeting the driver genes or their products could have a great impact on tumour growth. Besides, the administration of unnecessary, costly, and potentially toxic treatment will be  avoided.2 Fig ure 1. Cancer cell signaling pathways and the cellular processes they regulate. (Vogelstein et al ., 2013) Genomics and targeted therapy Targeted therapy towards the products of mutated driver genes has revolutionized the modern cancer therapy. This is best exemplified by imatinib which targets the Abelson (ABL) kinas in chronic myeloid leukaemia (CML). ABL kinase is a chimeric oncogenic fusion protein resulted from a reciprocal translocation of break point cluster (BCR) on chromosome 22 and ABL on chromosome 9. Food and drug administration (FDA) approved imatinib as first-line treatment for CML in 2001 for its magnificent response with  89% overall rate of 5-uear survival for patients treated. 3 It is crucial to accurately match patients with the most appropriate drugs. Otherwise, some anti- cancer drugs would be clinically useless because the personal and financial costs would far outweigh the benefits. For example, targeted epidermal growth factor receptor (EGFR) inhibitors achieve a response rate of 71% in patients with non-small cell lung cancer whose tumour harbour an activating EGFR mutation compared with 1% for those  without a mutation.3 There are many targeted drugs that are already used or will enter the clinic soon (Table 1).3 Genetic networks and pathways: one hit is not enough Genomics has shed the light on genetic networking and pathways, where tumourigenesis results from multiple mutations in different genetic networks driving one or more pathways that eventually lead to the acquisition of the growth advantage. This could explain why some targeted drugs are thwarted by resistance. Moreover, this could provide novel combinations for therapeutic  intervention.4 For example, most of melanomas are driven by mitogen-activated protein kinase (MAPK) pathway which is composed of Ras-Raf-MEK-ERK switches. Melanoma patients who have B-RAF V600E variant greatly respond to the B-RAF inhibitors (vemurafenib and dabrafenib). Vemurafenib was approved by FDA in 2011 for  increasing the survival in melanoma patients. 4 Unfortunately, this response is short-lived and  regulation of two other agonists of MAPK- signalling, C-RAF and MAP3K8/COT, could bypass the requirement for B-RAF by re-activating the pathway downstream of the drug target. In a similar vein, Nazarian et al. (2010) have shown that another member in the same pathway called MEK – a downstream kinase to B-RAF- is also mutated in resistant cases. Therefore, adding MEK inhibitors to vemurafenib, could effectively  eliminate most of resistant cells.4 Recently, Villanueva et al. (2013) have shown that the response rate to MEK inhibitor (trametinib) is decreasing. Resistance to MEK and BRAF inhibitors was conferred to MEK2-Q60P mutation and BRAF-V600E amplification, respectively, resulting in sustained MAPK activation in the resistant cells. Interestingly, concurrent use of both dabrafenib and trametinib from the start, not after developing resistance, could significantly improve the efficacy and decrease resistance to therapy. Moreover, a triple combination of dabrafenib, trametinib, and the PI3K/mTOR inhibitor GSK2126458 led to sustained tumour growth  inhibition.5 This paves the way for novel combinations of drugs targeting multiple nodal points in cancer- driving pathways. As a result, cancer therapy will be more efficacious with less resistance. Oncogenic signatures: completing the atlas Many cancer genome projects unleashed in the past decade have identified essentially complete sets of protein-coding genes, coupled with the discovery of novel microRNAs. Moreover, deeper coverage of many cancer genomes has identified a wealth of somatic mutations, including copy- number changes (deletions and amplifications of DNA), rearrangements, point mutations and small insertions in many tumour types. However, the real challenge is to classify these enormous data sets and translate them into functional and actionable  alterations.6 Recently, computational algorithms and functional genomics together with the sequencing of complete genomes of human cancers provide comprehensive catalogues of somatic mutations that fuel different types of cancers. Moreover, these catalogues predict possible targets for therapy in a  resistance emerged towardsB-RAF inhibitors. Johannessen et al. (2010) have shown that up-selected cancer. *PARP denotes poly (adenosine diphosphate–ribose) polymerase. (McDermott et al., 2011) For example, The Cancer Genome Atlas (TCGA) provides molecular tumour maps in unprecedented detail. 3,299 TCGA tumours from 12 cancer types are classified according to their genetic and epigenetic alterations, and then they are gathered into pathways that affect oncogenesis with correlation between these functional alteration and available targeted therapy (Fig. 2). The globally coordinated International Cancer Genome Consortium (ICGC), of which TCGA is a member, will add thousands more samples and additional tumour types which together with computational algorisms will lead to better  understanding of cancer.6 In the future, we would have a genomic atlas for different types of cancers guiding us through our quest for finding a cure for cancer. MicroRNA and cancer: tiny but powerful MicroRNAs (miRNAs) are small noncoding RNAs which enhance the cleavage or translational repression of specific mRNA with recognition site(s) in the 3’-untranslated region (3’UTR). They are involved in multiple biological activities as well as disease progression including cancer. Depending on the functions of their targets, they could act as either tumour suppressors or oncogenes. Dysregulation of miRNAs has been widely observed in different stages of cancer either by structural genetic alterations, epigenetic changes or abnormal biogenesis.7 Recently, miRNA-based anticancer therapies have been exploited, either alone or in combination with current targeted therapies. MicroRNA approaches could concurrently target multiple effectors of pathways involved in cell differentiation proliferation and survival (Fig. 3). 7 For example, O’Day et al. (2010) have shown that miR-24 inhibits proliferation through direct targeting of c-Myc, E2F1 and a number of related molecules. Interestingly, Ma et al. (2010) have shown the crucial role of miR-10b in breast cancer metastasis. This group has also exploited a possible therapeutic application, reporting that systemic treatment of tumour-bearing mice with miR-10b antagomirs suppresses breast cancer metastasis. This opens the door for the use of oligonucleotides or virus-based constructs to either block the expression of an oncogenic Figure 2. Map of functional and actionable alterations across 12 tumor types. Tumor types abbreviated as: BLCA, Bladder urothelial carcinoma; BRCA, Breast invasive carcinoma; COADREAD, Colon and rectum adenocarcinoma; GBM, Glioblastoma multiform; HNSC, Head and neck squamous cell carcinoma; KIRC, Kidney renal clear-cell carcinoma; LAML, Acute myeloid leukemia; LUAD, Lung adenocarcinoma; LUSC, Lung squamous cell carcinoma; OV, Ovarian serous cystadenocarcinoma; UCEC, Uterine corpus endometrioid carcinoma; MSS, Microsatellite stable; MSI, microsatellite instability; Ultra, ultramutators; Low CNA, endometrioid; RTK, receptor tyrosine kinase; DSB, double-strand break.  (Ciriello et al., 2013)  miRNA or to reintroduce a tumour suppressor miRNA lost in cancer.7 Cancer inunwtotherapy: awaken the giant For a cancer to develop and metastasise, it must first escape the immune surveillance. Cancer uses a Houdini mechanism to hide its antigens and deceive the immune system. Hanks et al. (2013) have shown that loss of tumour-expressed type III transforming growth factor receptor (TGF R3), enhance TGF-signalling within loco-regional dendritic cells (DCs) and up-regulated both the immune-regulatory enzyme indoleamine 2, 3- dioxygenase (IDO) in plasmacytoid DCs and the CCL22 chemokine in myeloid DCs. These alterations mediate T regulatory cells infiltration  and the suppression of antitumor immunity.8 Interestingly, the therapeutic benefit derived from the combination of an antigen-specific vaccine with a TGF- signalling inhibitor in murine HER2/NEU-expressing 4T1 tumours was primarily mediated by an enhanced antitumor T cell response. This opens the door for using novel TGF- signalling inhibitor in enhancing the  immune therapy.8 Another recent approach in this field is releasing the brakes of the immune system by using checkpoint blocking antibodies. For example, antibodies directed against cytotoxic T ­ lymphocyte antigen 4 (CTLA-4) (e.g. Ipilimumab) and programmed death 1 receptor (PD-1) (e.g. Nivoluma) have demonstrated significant recent promise in the treatment of an expanding list of malignancies. Ipilimumab was approved by FDA in 2011 for significantly improving the survival of patients with metastatic melanoma. Further research will demonstrate much more checkpoints that can enhance immunotherapy either alone or  with combinations with other drugs.9 Interestingly, cancerous cells also have some tricks to escape the radar of the natural killer cells (NKs). For example, cancerous cells down ­ express their natural killer group 2, member D ­ ligands (NKG2D-Ls) required for activation of  NKG2D receptors on NKs. 10 Bedel et al. (2011) have shown a pivotal and novel role for signal transducer and activator of transcription 3 (STAT3) in modulating the expression ofMHC-I chain-related A (MICA) -one member ofNKG2D-L family- in cancer cells. Interestingly, neutralizing STAT3 with pharmacologic inhibitors or siRNA has led to an  increase in NK degranulation and IFNy Figure 3. MicroRNAs targeting the hallmarks of cancer. (Iorio et al., 2012) This sets the stage for developing novel effective immunotherapies in the future as well as increasing todays ones efficacy. Conclusion Genomics has revolutionary changed the landscape of cancer management. Whole genome sequencing of many cancer types combined with computational algorithms will add a wealth of information to our current knowledge. In the future, complete comprehensive genomic atlas will be available for most cancer types. Therefore, the mutations driving an individuals cancer could be exactly identified then precisely targeted by chemotherapeutics, immunotherapy, synthetic oligonucleotides or combinations of those. This will increase the efficacy of the therapy. Besides, the administration of unnecessary, costly, and potentially toxic treatment will be avoided. It will be true that cancer could be cured! References [1] Latest world cancer statistics Global cancer burden rises to 14.1 million new cases in 2012: Marked increase in breast cancers must be addressed. http://www.iarc.fr/en/mediacentre/pr/2013/pdfs/pr223_E.pdf. (12 December 2013) [2] Vogelstein, B et al. Cancer genome landscapes.  SCIENCE 2013; 339: 1546–1558 [3] McDermott, U, Downing, JR, Stratton, MR. Genomics and the continuum of cancer care. N Engl J Med 2011;  364:340-50 [4] Sandmann, T, Boutros, M. Screens, maps networks: from genome sequences to personalized medicine. Current Opinion in Genetics Development 2012; 22:36–44 [5] Villanueva, J et al. Concurrent MEK2 mutation and BRAF amplification confer resistance to BRAF and MEK inhibitors in melanoma. Cell Reports 2013; 4: 1090–1099 [6] Ciriello, G et al. Emerging landscape of oncogenic signatures across human cancers. Nature Genetics 2013;  45:1127-1133 [7] Iorio, MV, Croce, CM. MicroRNA dysregulation in cancer: diagnostics, monitoring and therapeutics. a comprehensive review. EMBO Mol Med 2012; 4:143–159 [8] Hanks,BA et al. Type III TGF-ÃŽ ² receptor downregulation generates an immunotolerant tumor microenvironment. The Journal of Clinical Investigation  2013; 123: 3925-3940 [9] Kyi, C, Postow, MA. Checkpoint blocking antibodies in cancer immunotherapy. FEBS Letters 2014; 588: 368–376 [10] Bedel, R et al. Novel role for STAT3 in transcriptional regulation of NK immune cell targeting receptor MICA on cancer cells. Cancer Res 2011; 71:1615-1626 (Word count: 2,124) Three lab choices 1. Cancer genome project(Prof. Mike Stratton ) 2. Gene expression genomics(Dr. Sarah Teichmann) 3. Epigenetic reprogramming(Prof. Wolf Reik) 8

Consumer Behavior Is Essential For Effective Marketing Marketing Essay

Consumer Behavior Is Essential For Effective Marketing Marketing Essay Introduction: A Consumer is somone who acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing process. (Investor words, 2010). We can classify consumers in two categories: (i) personal consumers / retail consumers, and (ii) organisations as consumers. In each case bahaviour is analysed differently. I will concentrate in this essay on personal consumers and their behaviour and its implications for effective marketing. Consumer behaviour is the process individuals or groups go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans. Understanding customer perception and motivations has tremendous implications for selling and marketing, process improvement and, in turn, reaching targetted consumers and make rewarding profit. With the Consumer-Centered era long gone, in the New Era orentation to enable long-term bonds with consumers it is essential to study consumer behaviour and to understand more of the customers psychology, their internal and external motivations, preferences, limitations, and actions to be able to provide a tailored value proposition. As a discupline, this is referred to as customer relationship management (CRM). Diagram showing consumer behavior, measures, and marketing actions. (graph from: Norton, 2005)Consumer attitude: The process of purchase is largely influenced by consumer attitudes. In the context of marketing, it is towards: product, brand, place (eg retail store), etc.  Consumer attitudes are a composite of a consumers (1) beliefs about, (2) feelings about, (3) and behavioural intentions.   These components are viewed together since they are highly interdependent and together embrace the forces that influence how the consumer will react to the object.(Perner, 2008) Beliefs: Consumer beliefs can be positive (e.g. chocolate tastes good) as well as negative (e.g., chocolate makes me fat).   In addition, some beliefs may be neutral (chocolate is a treat), and some may differ depending on the person or the situation (e.g., dark chocolate gives a lot of energy and stimulatesgood when you need to study or boost your energy level, but not good just before sleep time).  Often consumer believes can be inaccurate (e.g. pork is healthier than chicken). Feelings/Affect- is the consumers feelings toward a brands product or service.   Sometimes these feelings are based on the beliefs (e.g. a person feels nauseated when thinking about a hamburger because of the amount of fat it contains), but there may also be feelings which are relatively independent of beliefs (e.g.  I like ice cream) Behavioural intention.   Is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand).   This can be a logical consequence of beliefs (or affect), or may reflect other circumstancese.g., although a consumer does not really like a bar/restaurant, he or she will go there because it is a hangout for his or her friends. (Perner, 2008) Changing behaviour of customers can be challenging because people like to believe that their behaviour is rational; thus, once they use our products, chances are that they will continue unless someone is able to get them to switch (Perner,2010). Consumer Choices: The comonly accepted and studied path of consumer choices, also illustrted in Elliot (1997), includes 5 main steps: Need/ opportunity recognition 2. Information Search 3. Evaluation of alternatives 4. Purchase 5. Outcome of purchase/feedback Need/opportunity recognition. Consumers recognize a need for a product/service when they percive a gap between their current state and their desired state. This can be either because of a change for the worse in their current state (need recognition) or when the desire seem to be further away (opportunity recognition). ( Elliot, 1997). That can be as easy as concluding that we need milk because we have just run out and cant make a cake without it. Or when a mother decides that buying an Armani top for her son would probably make her family more recognisable and admirred. Information Search. After identifying a product which will satisfy the need or opportunity gap, it is assumed that a customer will search for information to help him make a decision. Here it has been established that there are two ways in which information search takes place. Those are internal and external searches. Internal vs. External Search(Perner,2008) Internal search involves the consumer identifying alternatives from his or her memory/experience. Internal search is influenced by motivations, attitudes, personality, age, lifestyle, perception and learning/ experience.   This is often the only search method used for low involvement products or fast moving consumer goods (FMCGs), thus building top of mind awareness is crucial task for marketing communications especially in hose low-involvement products categories (Elliot, 1998). External search involves information from environment that influences the purchase decisions. Those external factors influencing decision process include situational influences, such as, physical environment and time, and social influences such as advertising as well as culture, subculture, social class, group membership, family, friends, work/school peers, co-workers, people from the same sports/hobby clubs, neighbors etc. There are various referent groups that people consciously or unconsciously consider during their search. Those include; membership, aspiration, avoidance, word of mouth, opinion, leadership. Despite consumer interests and beliefs, they will strive to conformity and thus usually the internal search has to compete with their external influences because they want to belong to, and be accepted by, people from their direct environment. Consumers are more likely to use an external search for high involvement products.   For instance before buying a house, the consumer is more likely to ask friends opinions, read reviews in Consumer Reports, consult several web sites, and visit several property offices.   Thus, it is extremely important that firms that offer products that are selected predominantly through external search invest in advertising and marketing to ensure having information available to the consumer in need-e.g., through brochures, web sites, or news coverage. Evaluation of choices: The evaluative criteria are the product attributes, functional, symbolic and emotional, on which the relative performance of the competing alternatives will be compared (Elliot 1998). Decision rules can be: I. Compensatory, when a poor performance on one attribute can be offset by good performance on other attribute. (e.g. one car is not as fast as other but its cheaper.   If the price is sufficiently inexpensive, the consumer may then select it over a car with better acceleration that costs more) II. Non-compensatory, when only one standard is used and alternatives which dont measure up are eliminated. (e.g. when a customer wants to have a UK-branded product, lets say cereal, although there will be many other cereals with same ingredients and good taste they wont be considered) Considering that human beings seek to reduce cognitive efforts, often the way for choice evaluation are rules of thumb, e.g. cheapest is best, or known brand is always better than unknown, etc. Unfortunately this type of thinking often lead to systematic bias when compared with the rational decision making model of economic theory. Those would be believes that e.g. if an item is on sale it must be a good deal, or all branded products are of the same quality. Purchase: Purchased is often influenced by time, the more time between the intention to buy and the purchase the more opportunity for change in original intention. But in many instances a conscious purchase intension is not formulated prior to the purchase act and in this case a display of product may trigger impulse purchase. US studies show that 83% decisions to purchase of snack foods take place in the supermarket itself rather than prior to shopping. Obviously higher involvement products are more likely to be pre planned than lower involvement products. (Elliot, 1998) Outcomes of Purchase: These have important implications for the future purchase decisions. The cognitive approach points to importance of prior expectations as a determining how well consumer will evaluate the purchase experience. The lower the expectations the less dissatisfaction on poor product performance, and the more satisfaction on good product performance is seen. Consumer Involvement: The amount of effort a consumer puts into searching depends on a number of factors. There is a classical model to measure consumer involvment in purchase decision. This model shows that involvmnet depends largly on: price, type of product, frequency of purchases, symbolic meaning, social visability, time commitment, potentiality for harm, potentiality for poor performance of product/service etc. (Elliot, 1998) In practice the price or high significance will mostly effect the involvement of consumers. E.g if we buy boat or house we are more likely to put more effort in research than when we buy washing powder. The same is true for highly life significant products such as computer or medications, which tend to be given more attention than lets say notepad or pen. (where you shop, ease / proximity of parking, ambience, safety, provision of child care, etc) Influences on Consumer Behavior(Perner 2008) The Life Cycle. Individuals and families tend to go through a life cycle: The simple life cycle goes from    http://www.consumerpsychologist.com/images/cb/Simple_FLC.png (Perner 2008) In real life however, there are many more complications possible, such as couples undergo divorce, single parents run house or remarry or become involved in other non-marital relationships, or stay on their own etc. Integrating all the possibilities gives a depiction of the Family Life Cycle to the one below: http://www.consumerpsychologist.com/images/cb/Family_Life_Cycle.png (Perner 2008) Obviously young singles with still little cash and highly influenced by their peer environment will have different needs, and make different purchases to young couples, and young couples will greatly vary in their customer behaviours to full nest families. Then again there is a significant difference in amount, type and variety of products purchased between Nest I, Nest II and III families, since different age of children in the family will have various demands / needs, and the older the children the more influence they will have on parents and their purchase decisions themselves. Empty nest family with no children in the house often can afford more luxurious items than before. They will frequently look for comfort and durability and high quality of goods. Older singles will have similar needs, but if retired or lonely may not be able to afford as high standards of products as empty nest and thus minimalistic approach can be seen in their purchase behaviour. Apart from differences in customer behaviour arising from Family Life Cycle it is also important to mention that behaviour changes with age, health, career and financial status. Older people tend to have greater income but also greater obligations such as mortgages, children, and spouse. Different ages are concerned with different financial rewards and obligations. That often leads to different consumer behaviour. Figure 2.5 Consumer life events Understanding the life event triggers behind the big decisions that consumers make, assists information providers in targeting information at the times and places in peoples lives when they most need it. (Australian government, 2010) Family decision making model: Another relevant consideration includes the Family decision making model. It is important to realise that it is not only the decision maker(s) in the family that count during the decisions processes of the family. Although they decide where and which product, brand to buy, there are also initiator, ultimate users, the information gatherers/holders- who seek out information about products of relevance, Influencers- who do not ultimately have the decision power, but they may make their wishes known by asking for specific products or causing embarrassing situations if their demands are not met. And then again all those have different role to that of the purchaser. (Perner, 2008) It was measured that parents under childrens (age 4 -12years) influence in US purchase products worth apporximately $4,400 per year per child. This comprises nearly $150 billion annually in US market alone. (McNeal,1997). This statistic is even more prominent if we look at China and heir one child policy and the six-pocket syndrome (where all 4 grandparents and parents can cherish and spoil 1 child only (Goll,1995) From the marketing point of view, family decision-making model introduces some problems since the purchaser can be targeted by point-of-purchase (POP) marketing efforts that cannot be aimed at the decision maker, or influencer. It should also be noted that family decisions are often subject to a great deal of conflict. The reality is that few families are wealthy enough to avoid a strong tension between demands on the familys resources. (Perner, 2008) Family decision making model can be observed in nearly any shop. This will take place when a family is out and about maybe doing grocery shopping and then suddenly one of the children will point to a toy or Christmas tree that courts its attention (that will be the initiator). There will be various criteria to consider: maybe some information provided on the spot about this particular Christmas tree; the fact does the family have already one or not and in what condition it is, also time of the year will have influence on the decision making process. The user or a Christmas tree is the whole family but especially children. Mother of the family will often be the decider who will try to satisfy the whole family and purchase something that is practical and safe a s well as will look representative in the home surrounding. Father will often pay for the tree and make the purchase thus in this scenario will be the buyer. This issue is addressed by many shops by offering extensive displays o f child-attractive items, together with parent-satisfying product descriptions to fulfil needs of the decision maker, and not infrequent value deals to finally convince the ultimate buyer. The Means-End Chain. Is another model of consumer behaviour where consumers buy products not because of their attributes per se but rather because of the ultimate benefits that these attributes provide, in turn leading to the satisfaction of ultimate values. An important implication of means-end chains is that it is usually most effective in advertising to focus on higher level items. (Green Book, 2005) This can be illustrated on example of UHT milk. A consumer may not be interested in the process and chemistry of ultra high temperature process of milk preservation, but might reason as follows: Self satisfaction/esteem Kids will continue to get all calcium and vitamins required for growth and strong bones, and he milk is there whenever needed Children can safely use the milk when they need it without a need to go back to a shop for weeks at a time. Milk can be stored longer without taste and properties change, Long life properties of UHT milk UHT milk producers use this model and emphasise the long life properties of milk, and thus in consumer perception this is the main focus point. They often dont make further investigation to find out that UHT milk has sufficiently less vitamins and minerals then fresh milk, and frequently make decision to buy long life milk instead of fresh milk. Diffusion Curve Model: And last but not least we should note that not all consumers will choose to buy new products at the same time. Dependingly on their education, experience, capacity to purchase and desires we will be able to identify Innovators who buy first but comrpise less than 5% of consumers, e.g. people who follow the latest releases of technology/fashion engineering and will purchase the products as soon as they reach the market even if they dont necessary need it, and it means paying premium price for those goods. After the first purchases by Innovators, the Early adpoters will show their interest. They benefit form using the product and want to maintain an edge over the rest of their peer group / consumers at large. However the vast majority of the curve ignores most marketing efforts at the earliest stages until they are convinced that the product or idea is not a fad. Successful new products, the hits, are most sought by Innovators and Early Adopters soon after introduction: and then Early majority will follow the trend to purchase. After some time the later majority will make the decision to buy, and then when the products/ services are no longer considered new by majority of population the laggards will come to belive it is ecessary for them to aquire this product. Possibly that will take place after the older model they owned is no longer functioning and it is necessary for them to replace it. Those clients frequently benefit from large discounts, since new more desirable models are often already available on the market. The described above model is commonly known as Diffusion Curve model or 5 segments model, and can be illustrated as bellow (actual percentages will vary according to the product / sector / consumer mix): Viral Marketing and Consumer Behavior (Graph from; Braziel, 2007) This model doesnt equally apply to all products, it is mostly used for electronics, computers, fashion clothing, house appliances such as AGD (white goods) and RTV (audio / visual electronics) products. Thats because we cant really talk about innovative products when it comes to FMCGs like bread, milk, butter. Also it would be hard to talk about laggards when the product of concern was something everyone needs in day to day life. Knowing about the diffusion curve model and the fact that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, companies learned that to introduce new products they must be well financed so that they can stay afloat until their products become a commercial success by generating self-sustainable profit. They also realize that it is very important to please initial customers, since they will in turn influence many subsequent customers brand choices. That is why many brands use post-purchase evaluation forms and ensure quick response to any dissatisfaction, so consumers feel understood, respected and powerful. This helps in creating good overall impression about the product or brand, which is likely to be passed on to Early adopters and beyond. Discussion: There are two main applications of consumer behavior in marketing: (Perner 2005) Using consumer behavior to make better marketing campaigns. For example by understanding that consumers are more receptive to food advertising when they are hungry, food/snack companies learned to schedule snack advertisements late in the afternoon. As a result of increased receptiveness consumers are more likely to memorize the items and either buy there and then or next time when they see the product on the supermarket shelf. by understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, companies learned that (1) to introduce- new products must be well financed so that they can stay afloat until their products become a commercial success. (2) it is very important to please initial customers, since they will in turn influence many subsequent customers brand choices. Social marketing involves getting ideas across to consumers rather than selling something. E.g. To reduce the incidence of transmission of diseases through illegal drug use the best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, and this marketing campaign was hugely successful (Syed, 2009) Attitude research has shown that consumers often tend to react more favorably to advertisements which either: Admit something negative about the sponsoring brand (e.g., the Volvo is a clumsy car, but very safe), this approach makes consumer perceive the advert more reliable, and will pay off by their better attitude towards brand/product advertised. OR Admits something positive about a competing brand (e.g., a competing supermarket has slightly lower prices, but offers less service and selection).   Two-sided appeals must, contain overriding arguments why the sponsoring brand is ultimately superior-that is, in the above examples, the but part must be emphasized. (Perner, 2008)   Again this two side appeal gives consumer perception of rational, reliability and this type of advert is more likely to be listened, believed in and remembered. Knowing it is generally very difficult to change beliefs that people hold, some companies try to change the importance of beliefs by decreasing them or by strengthen them by advertising e.g. milk company can emphasise on the importance of milk ingredients such as; calcium and iron for the health being of people, and thus increase the perception of importance for milk in consumer eye, which will then lead to increased milk sales. Companies can also add to consumer beliefs, e.g. Cereal makers can add beliefs that their cereal are more convenient and healthy than other cereals, which sounds quite plausible to some people if the advert uses enough credible terms for ingredients. Thus consumer perceive those cereals more appropriate for breakfast than others and are more likely to purchase them when next time see them in the shop. Using consumer choices model described in the introduction, some companies will seek to create in the eyes of target consumers a perception of need of e.g cooking spice, by advertising it as a miracle mix which will make every dish you make tasty and desirable by all family members. That perception of opportunity may trigger the consumer purchase decision. Knowing that information search for FMCGs is mostly internal, food producers try to make impression on the consumer e.g by making tomatoes look more healthy and appealable to potential consumers e.g we can see tomatoes with green stems or big organically grown sign on the packaging that will trigger the consumer desire to eat healthy and even though those tomatoes may not be any healthier than the other 5 types that sit on the shelf. The perception of healthy / organic will arise in consumer mind and thus he will be more likely to purchase them. In relation to purchase decisions of consumers, many companies, especially those selling low involvement goods, use a marketing strategy which is directed at one of humans basic motivation:- curiosity. By packaging a product with interesting and/or innovative pictures and images, they try to wake up consumer curiosity and in this way win the consumer interest and encourage impulse to buy. Knowing that fulfilling original expectations of consumer will often lead to repeat purchase some products e.g Heinz Ketchup by introducing a claim of great thickness and delivering on it better compare to other brands, can win consumer because consumer attention is drawn towards thickness only and satisfying this attribute alone give consumer overall perception of good performance. Emphasising consumer brand loyalty, many shops introduce loyalty cards, which give additional credits for shopping in particular shop, such as entitlement to discounts and promotions. Loyalty cards databases on the other hand enable understanding the clients better and give offers that best suit their behavior/habbits. Its a win-win situation for seller and buyer: the consumer has a perception of being special/appreciated and can see the reward for loyalty, while the shop has more information about the customers. For example, it was established that a buyer of full fat milk is 2.5 times more likely to purchase children orientated products. That is because a lot of parent buy full fat milk for their kids, and having kids means we buy for them more than just milk. Knowing that, a shop/company can send kids products brochures only to those people buying full fat milk rather than spend money on approaching adults who dont have kids and are unlikely to purchase childrens products. All the models described above are important to know and consider; to help spot emerging patterens and trends relative to the marketing and branding process. However they seem to be slightly overcomplicated and we need to realise that every day consumer patterns as well as practical marketing often varies from the theoretical models. To support this view we dont need to look far, we read from countless articles e.g McCole (2004) suggests that there exists a sizable gap between the worldviews of academics and practitioners. And Brennen (2004, p. 492), in his editorial comments in a special issue that explored the nature of the academic-practitioner divide, notes that a consensus seems to be emerging that much, or perhaps most, of work done by academics is of limited relevance to practitioners. (Syed H. Akhter, 2009). Also there are numerous studies which show that a large percentage of consumers dont research their purchases or limit the research to minimum, e.g. on average 52% of peo ple in US obtained no independent information on products/services purchased and even for purchase of a new car, more than 30% of people visit only one car dealer.(Elliot, 1998). A lot of those theoretical models, together with practical / anecdotal experience, indicate that decisions made by customers are mostly emotion-driven or impulse driven. The purchase decisions often depend on curiosity, value perception (an approximation of reality), brand loyalty or rules of thumb , rather than research, and that is why marketing, branding and advertising need to enhance value perception for the customer and take care of a good purchase experience rather than just focusing on the purchase product/service. Conclusion: To conclude this paper on dynamics of consumer behaviour in practical marketing, I decided to look into Early Learning Center (ELC) brand and their marketing strategies. With their consumer base largely being 0-6 year old children, specifically I sought evidence of ELCs marketing efforts reflecting a sound understanding of the behavior of their target customers, the adults who buy those goods on childrens behalf Early Learning Centre (ELC) ~ Toy Sale Now On Early Learning Centre (ELC) is essentially a marketing and distribution company, but one that also designs and commissions the manufacture of its own-branded products.It was established in 1974 as a mail order firm, and was an early adopter of direct sales through the Internet the website www.elc.co.uk was first launched in 1999 and proved to be successful in its first year in terms of profit generated on internet-driven purchases.. In 2007 Mothercare plc acquired Early Learning Centre for  £85m ( £49m plus  £36m debt). Mothercare is one of the most familiar names in UK retailing, and is probably the first store that comes to mind when thinking of the needs of pregnant women, babies and children up to the age of 10. There is a lot of overlap with ELC in the post-natal market and so their merger and co-location of stores makes sense from a business perspective. Today there are over 225 ELC stores in the UK, and 115 stores internationally operated by franchise partners in locations including UAE, Hong Kong, Australia, New Zealand, Malaysia Ireland, and Poland. Catalogues sales have remained a core part of the business. [Early Learning Centre prints and distributes over 4 million catalogues in the UK alone each year.] Over 80 percent of the products sold by Early Learning Centre are own brand. ELC operate through three distinct channels to market; UK stores, Direct (internet-based businesses and catalogue mai l order), and International.(ELC, 2008) The Early Learning Centre brand provides eight major categories of toys and games primarily for children in the 0-6 year age range. They segregate their items based on sex and age of children for whom the toys are designed. This approach helps greatly during customers search through the products. As a result customers can put less effort into the search process and it adds to their overall shopping experience. Knowing that changing attitude of consumer is generally very difficult. Instead ELC try to influence feelings, either by advertising itself to create pleasant, warm feeling about products, and hope that will be enough to make customer like the product, or they use classical conditioning by e.g. showing happy, stress free children playing with ELC toys. the great outdoors!!! acctive play and fresh air fun! (pictured copied from: http://www.kidstart.co.uk/partner/ELC.aspx) Another strategy of ELC involves exposure effect. By providing advertisement and pictures outside the store and in magazines known to be popular amongst parents of 0-6 year old children and those adults likely to buy presents for such children, ELC ensures customers are more familiar with the product and thus more likely to purchase it. Aware that changing behaviour of customers can be challenging, one strategy employed by ELC is to introduce seasonal price discounts to justify in consumer minds the switch, based on a good deal principle. After the switch if a customer was more satisfied with the ELC product than with a previously used brand, there is a large likelihood that he or she will stick with the ELC products for future purchases even when the price goes back to normal. Another marketing strategy employed by ELC is engaging the convenience mindset of their target audience. ELC stores are usually located in big shopping malls, specifically in those locations in the mall that are frequently used/passed by customers on their way in or out. Not only are toys displayed, many toys at the entrance, but also throughout the store, are out of their packaging to enable better investigation of product prior to purchase. This is also a great way to attract the children of passing shoppers mothers, families into the shop to play. When this happens parents will be forced to come into the shop and during that time possibly will purchase one or more of the toys that their children were attracted to, or indeed other

Comparing Choice in One Hundred Years of Solitude and Thousand Cranes :: comparison compare contrast essays

Choice in One Hundred Years of Solitude and Thousand Cranes       The issue of choice arises when comparing Gabriel Marquez's One Hundred Years of Solitude and Yasunari Kawabata's Thousand Cranes. The men in each novel forever seem to be repeating the lives of their male ancestors. These cycles reveal that man as a being, just like the mythological heros, has no true choice in the ultimate course his life will take. The male characters' personal development is overshadowed by the identity of their ancestors.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Since the beginning of time, man has clung to the notion that there exists some external force that determines his destiny. In Grecian times, the epic poet Hesoid wrote of a triumvirate of mythological Fates that supposedly gave "to men at birth evil and good to have". In other words, these three granted man his destiny. Clotho "spun the thread of life", Lacheis distributed the lots, and Atropos with his "abhorred shears" would "cut the thread at death"(Hamilton-43). All efforts to avoid the Fates were in vain. In every case their sentence would eventually be delivered. And it appears that once the Fates' ballot had been cast, the characters in Greek myths had no chance for redemption. One must wonder if man, like the Greeks portrayed, has any real choice in determining how he lives. That issue of choice arises when comparing Gabriel Marquez's One Hundred Years of Solitude and Yasunari Kawabata's Thousand Cranes. The men in Yasunari Kawabata's Thousand Cranes and Gabriel Garcia Marquez's One Hundred Years of Solitude forever seem to be repeating the lives of their male ancestors. These cycles reveal that man as a being, just like the mythological heros, has no true choice in the ultimate course his life will take. The male characters' personal development is overshadowed by the identity of their ancestors. Clotho, it appears, has recycled some of her spinning thread. The new male generations, superficially, are perceived to be woven of like design. Kikuji Mitani and the male Buendia's face communities that remember their ancestors. As a result, their unique communities inadvertently compare the actions of the sons to their respective fathers', having recognized the apparent similarities. Eclipsed by his father's aura, within his village, Kikuji's identity has no separate definition. To most townsfolk, like those at Chikako's tea ceremony, Kikuji exists as "Old Mr. Mitani's son"(16). He and his father are therefore viewed as essentially the same person.

Contemporary Music and the Effects It Has on Youth Essay -- Essays Pap

Contemporary Music and the Effects It Has on Youth In a book written on Abraham Lincoln, the author states, "Who writes the Nation’s songs shapes the nation’s souls." (1) This statement is true. A quick look back at the music of the 1960's and 70's and the effects it had on society proves the statement. The question then arises, how does contemporary music effect modern society? More importantly how does it effect the most easily influenced group, the youth? There is no doubt that much of the popular music in 90’s culture has a negative message. The rise of rap, especially gangster rap and the continual popularity of heavy metal are major contributors to the negative message. The message in turn has a very negative effect on children. The language and actions described in this music gives kids a false perception of what the world is truly like. It also portrays to them that the actions are socially acceptable or good. Youths of the present have a much more difficult path to adulthood then the youth of the past. On a regular basis they are subjected to violence, drugs, and sex. Often times they are faced with making a decision for or against one of these vices. The majority of children will do what they think people they look up to will do. Often times the people they look up to are celebrities in music who send out a negative message. These celebrities often glorify sexism, violence, and drug use. 2-Live Crew was one of the first controversial rap groups to integrate itself into the public eye. Their lyrics, which are tame by today’sstandards, are sexually explicit and objectify women. "Their lyrics not only fail to satirize the myth of the hypersexual black, they also commit the moral blunder of sexualizing the vi... ... End Notes and Bibliography 1.)U.S. Congress. Senate. Committee on Governmental Affairs. Subcommitte on Oversight of Governmental Management, Restructuring, and the District of Columbia. Music Violence: How Does it Affect Our Children. 105th Congress, 1st Session, 6 November 1997. Pg. 1 2.)Epstein, Johnathon S. ed. Adolescents and Their Music: If It's Too Loud, You're Too Old. New York: Garland Publishing, 1994. Pg. 172 3.)Rose, Tricia. Black Noise: Rap Music and Black Culture in Contemporary America. Hanover: Wesleyan University Press, 1994. Pg 128-129 4.)See Epstein, Pg. 175 5.)See Congress, Pg. 1 Additional Works Potter, Russell. Spectacular Vernaculars. Albany: State University of New York Press, 1995. Ro, Ronin. Gangsta. New York: St. Martin's Press, 1996.

Majority Rule and Minority Rights Essay -- protecting minorities

Majority rule can often lead to tyranny because of the pursuit of the majorities’ interests; however, with the Supreme Court and its interpretation of the Constitution, minority groups are often able to rule over the unjust majority. Majority rule is essential in a democracy and having limits does not contradict the majority’s power. The principles of majority rule can be upheld while the rights of minorities are protected as long as justice is maintained through the checks on majority factions and justified court rulings. Though the government wants majority rule to be upheld, majority factions are often proved dangerous due to the fact that they may strip the rights of minorities. In Federalist No. 10, Madison states, â€Å"When a majority is included in a faction, the form of popular government, on the other hand, enables it to sacrifice to its ruling passion or interest both the public good and the rights of other citizens† to explain how the existence of large factions can be detrimental to the public good (72). In Chapter 1 of On Liberty, Mill states, â€Å"†¦.‘the tyranny of the majority’ is now generally included among the evils against which society requires to be on its guard† to signify how the principle of majority rule can lead to the â€Å"tyranny of the majority†, also known as when the power of the majority oppresses a minority group (96). Both Mill and Madison introduce how the concept of a majority rule can harm the interests of the people outs ide the â€Å"majority†. A more concise example is given in Martin Luther King’s letter from Birmingham Jail; in his letter, King describes the atrocities the African Americans face on a daily basis due to the majority opinion that African Americans are not of equal standing as the whites. K... .... San Diego: University Readers, 2011. 75-78. Print. King Jr., Martin Luther. â€Å"Letter from a Birmingham Jail.† 1963. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 13-20. Print. Madison, James. â€Å"The Federalist No. 10.† 1787. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 71-74. Print. Mill, John Stuart. â€Å"Chapter 1: Introductory from On Liberty.† 1859. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 95-100. Print. Plessy v. Ferguson. 163 U.S. 537 U.S. Supreme Court. 1896. Rpt. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 175-185. Print. Majority Rule and Minority Rights Essay -- protecting minorities Majority rule can often lead to tyranny because of the pursuit of the majorities’ interests; however, with the Supreme Court and its interpretation of the Constitution, minority groups are often able to rule over the unjust majority. Majority rule is essential in a democracy and having limits does not contradict the majority’s power. The principles of majority rule can be upheld while the rights of minorities are protected as long as justice is maintained through the checks on majority factions and justified court rulings. Though the government wants majority rule to be upheld, majority factions are often proved dangerous due to the fact that they may strip the rights of minorities. In Federalist No. 10, Madison states, â€Å"When a majority is included in a faction, the form of popular government, on the other hand, enables it to sacrifice to its ruling passion or interest both the public good and the rights of other citizens† to explain how the existence of large factions can be detrimental to the public good (72). In Chapter 1 of On Liberty, Mill states, â€Å"†¦.‘the tyranny of the majority’ is now generally included among the evils against which society requires to be on its guard† to signify how the principle of majority rule can lead to the â€Å"tyranny of the majority†, also known as when the power of the majority oppresses a minority group (96). Both Mill and Madison introduce how the concept of a majority rule can harm the interests of the people outs ide the â€Å"majority†. A more concise example is given in Martin Luther King’s letter from Birmingham Jail; in his letter, King describes the atrocities the African Americans face on a daily basis due to the majority opinion that African Americans are not of equal standing as the whites. K... .... San Diego: University Readers, 2011. 75-78. Print. King Jr., Martin Luther. â€Å"Letter from a Birmingham Jail.† 1963. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 13-20. Print. Madison, James. â€Å"The Federalist No. 10.† 1787. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 71-74. Print. Mill, John Stuart. â€Å"Chapter 1: Introductory from On Liberty.† 1859. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 95-100. Print. Plessy v. Ferguson. 163 U.S. 537 U.S. Supreme Court. 1896. Rpt. In Dimensions of Culture 2: Justice. Ed. Valerie Hartouni, Robert Horwitz and John Skrentny. San Diego: University Readers, 2011. 175-185. Print.

Five Wishes Essay

What would you do if an emergency broke out and you were unable to make health care choices for yourself? Does your family know exactly what you want to happen? Do you really know? Although no one wants to think about such scenarios a crisis can emerge at any given time therefore it is best to be prepared. A known program that has had a lot of success is called `Five Wishes’. Five wishes is the first living will discusses personal, emotional, and spiritual needs as well as your medical wishes. It lets you to choose the person you would like make health care decision in a case where you can’t. Five wishes insures that however you choose to be treated is what will happen exactly. Five wishes is set up to be beneficial for you and your family. It puts the end to the guessing game. This document is a way for the patient to talk to their family and doctors even if they are in a severely ill state. The thought of five wishes initially came from Jim Towey. After 12 years of wo rking closely to Mother Teresa and then living a year in hospice he was inspired to find way for patients and their families to plan ahead and cope with serious illness. The ending result was five wishes. The result of five wishes was a success. It has been featured on CNN and NBC’s Today Show and in pages of Time and Money magazines. Five Wishes is often referred to as the first living will with a heart and soul’. Five wishes is now available in 23 languages and is available in 42 states and also the District of Columbia. The only requirement of being eligible for Five Wishes is to be 18 or older. According to agingwithdignity.org over 13 million Americans have already used this program. And because of its success the document is continuously distributed and suggested by hospitals, hospices, retiree groups, and lawyers. The application is broken down in 5 wishes. Wish 1 addresses who you would like to make the decisions for you. This person is referred to as the patient’s agent. The agent can be anyone that the patient chooses as long as they are at least 18 years or older. Within this portion of the document it gives you key points to think about when choosing an agent to represent you. Also it lets you choose to what extent your agent can represent you. After wish 1 comes Wish 2. Wish 2 states what kind of medical treatment that you want or do not want. This part of the document is one of the most important since it on your treatment wishes. For instance you have to state if you would like life support or not, if you  want comfort medications or not, if you want to be resuscitate in any way. This portion also has you choose your treatment if you are close to death, if you have permanent and severe brain damage without expectations of recovery, If you are in a coma and not expected to awake or recover, and lastly in any another cond ition under which you do not wish to be kept alive. The next wish, wish 3, is on how comfortable you would like to be. They give options such as: no pain at all, medication only if signs of mental, stomach, and/or breathing altercations, cold rags for fevors, lips and mouth kept moist, to be kept clean, to be massaged with oils, music being played until time of dealth, have hair/nails/ teeth kept up, religious readings and poems read close to death, and emotional and spiritual care options for the family. Once that is completed you move on to wish 4 where it discusses how the patient will want to be treated. The options are : to have people around as much as possible, to have hand held and someone talking to them as much as possible, to have people bedside praying, for the faith community that the patient attends to be aware of the scenario, to be cared for with a positive attitude, pictures of loved ones surrounding the bed, to be kept clean at all times, and the option to die at home. The last wish after wish 4 is wish 5. Wish 5 is what the patient wants their loved ones to know. The options for this category are as followed: letting them know that the patient loves them,to be forgiven for the times they hurt them, to let them know that they are forgiven for the times they hurt the patient, to let them know the patient doesn’t fear realty, for the families to make peace before the patients death, for them to remember the healthy patient, for them to respect all the wishes, for them to stay positive, for them to get counseling so the memory of the patient be joy not sorrow, for the patient to be cremated or buried, the location for the body to go, for the person they chose knows their funeral wishes. That completes the 5 wishes of the patient. The very last step is for the patient to signature the document, for there to be two witnesses and their signature and in Missouri, North Carolina, South Carolina, and West Virginia this document must be notarized. In conclusion yes signing and filling out wills are initially difficult but having this document in place before a crisis emerges ensures the actions taken place are what the patient wants. On the Five Wish document it states, ‘ Each patient’s decisions to accept or refuse  medical treatment is respected. This policy is to honor a patient’s advance directive.