Mcdonalds Marketing Report

As a company moving within a new integrated market it is necessary to evaluate what their impending strengths, weaknesses, opportunities and threats are. This process is referred to as a SWOT analysis and plays an integral role within the daily operations of marketing teams. Successful market penetration becomes a greater possibility when a company can efficiently analyze their marketing environment and specify how it will relate to their own exclusive product. The goal is to match the company’s strengths to attractive opportunities in the environment while eliminating or overcoming the weaknesses and minimizing the threats† (Bowen et al, 2010). When analyzing the Golden Arch Hotel launch, it is important to consider the reasons why they decided to merge within the hotel industry and the pending opportunities it provided. This segment of the SWOT analysis will determine if the company will be able to capitalize and succeed within the intended market. One definitive oppor tunity for the Golden Arch Hotel was the booming hotel industry within Switzerland during the time of their product launch.The designated region of Zurich boasted a total of 17 newly constructed hotels alone. As Michel’s article explains, â€Å"their occupancy rates were high, and there was much diversity. † (Michel, 2005). Surely a well-respected and loved company such as McDonalds would thrive within a flourishing and diverse market such as this. Furthermore, Zurich was seen as a trendy environment; a perfect candidate for a new, modern and innovative concept that McDonald’s Golden Arch Hotel would exemplify. The assimilation of McDonald’s Golden Arch concept within Switzerland’s hotel and lodging industry did not present an easy transition.As a result, McDonalds was required to use all of their available strengths and abilities in order to achieve success. It is important that when focusing on strengths, the company perceives it from the point o f view of their customers. McDonalds ability to brand their product and cater to a family oriented consumer base is a major strength and crucial part of their image. Therefore, maintaining a family oriented image and concept within their Golden Arch Hotel would be vital for their success. McDonalds major strengths revolve around their ability to serve their customers a fast, onvenient, enjoyable and affordable product while still exemplifying a high level of professionalism. The elements of convenience and quickness would be integrated through the use of self check-ins. This essentially would allow the guests the opportunity to bypass the formality of the regular check-in process and provide them an efficient yet easy way to access their rooms. Having the hotelier background of CEO Urs Hammer was also a major strength as it provided a link to the hotel industry of Switzerland and demonstrated a high level of professionalism.The hotel would also maintain the friendly service demonstr ated within their restaurants by implementing a set of consistent service standards that employees would undertake. The concept of McDonalds creating a new innovative hotel product and expanding their market growth was potentially a very profitable and realistic idea. Unfortunately, the manner that it was undertaken was incorrect. As stated by Kathryn Medico, â€Å"an effective SWOT analysis will be conducted through the eyes of the customer† (Medico, 2012).McDonalds relies heavily on their â€Å"family image† yet they failed to illustrate this within their room types as they only offered rooms that accommodated only a maximum of two people at a time. Pricing and strategic placement were also inappropriate. A family oriented hotel company would ideally be placed within a three-star market, affordable for families and a wide variety of guests. However, the Golden Arch Hotel was a four-star brand situated in one of the most expensive demographic areas of Europe, charging a rack rate of $120 USD minimum per night. This pricing method would be more reflective towards business segmentation.However, business clients generally do not associate themselves with the lower priced products that McDonalds generally offers. This major flaw, combined with the limited availability of domestic Swiss workers, resulted in major weaknesses that the Golden Arch Hotel currently faces. There is also the threat of an over situated market that they are competing within, featuring a multitude of world-renowned international hotels. With the inability of the Golden Arch Hotel to establish themselves inside the hotel industry, it is quite possible that this lack of success may become a permanent reality moving forward. Mcdonalds Marketing Report As a company moving within a new integrated market it is necessary to evaluate what their impending strengths, weaknesses, opportunities and threats are. This process is referred to as a SWOT analysis and plays an integral role within the daily operations of marketing teams. Successful market penetration becomes a greater possibility when a company can efficiently analyze their marketing environment and specify how it will relate to their own exclusive product. The goal is to match the company’s strengths to attractive opportunities in the environment while eliminating or overcoming the weaknesses and minimizing the threats† (Bowen et al, 2010). When analyzing the Golden Arch Hotel launch, it is important to consider the reasons why they decided to merge within the hotel industry and the pending opportunities it provided. This segment of the SWOT analysis will determine if the company will be able to capitalize and succeed within the intended market. One definitive oppor tunity for the Golden Arch Hotel was the booming hotel industry within Switzerland during the time of their product launch.The designated region of Zurich boasted a total of 17 newly constructed hotels alone. As Michel’s article explains, â€Å"their occupancy rates were high, and there was much diversity. † (Michel, 2005). Surely a well-respected and loved company such as McDonalds would thrive within a flourishing and diverse market such as this. Furthermore, Zurich was seen as a trendy environment; a perfect candidate for a new, modern and innovative concept that McDonald’s Golden Arch Hotel would exemplify. The assimilation of McDonald’s Golden Arch concept within Switzerland’s hotel and lodging industry did not present an easy transition.As a result, McDonalds was required to use all of their available strengths and abilities in order to achieve success. It is important that when focusing on strengths, the company perceives it from the point o f view of their customers. McDonalds ability to brand their product and cater to a family oriented consumer base is a major strength and crucial part of their image. Therefore, maintaining a family oriented image and concept within their Golden Arch Hotel would be vital for their success. McDonalds major strengths revolve around their ability to serve their customers a fast, onvenient, enjoyable and affordable product while still exemplifying a high level of professionalism. The elements of convenience and quickness would be integrated through the use of self check-ins. This essentially would allow the guests the opportunity to bypass the formality of the regular check-in process and provide them an efficient yet easy way to access their rooms. Having the hotelier background of CEO Urs Hammer was also a major strength as it provided a link to the hotel industry of Switzerland and demonstrated a high level of professionalism.The hotel would also maintain the friendly service demonstr ated within their restaurants by implementing a set of consistent service standards that employees would undertake. The concept of McDonalds creating a new innovative hotel product and expanding their market growth was potentially a very profitable and realistic idea. Unfortunately, the manner that it was undertaken was incorrect. As stated by Kathryn Medico, â€Å"an effective SWOT analysis will be conducted through the eyes of the customer† (Medico, 2012).McDonalds relies heavily on their â€Å"family image† yet they failed to illustrate this within their room types as they only offered rooms that accommodated only a maximum of two people at a time. Pricing and strategic placement were also inappropriate. A family oriented hotel company would ideally be placed within a three-star market, affordable for families and a wide variety of guests. However, the Golden Arch Hotel was a four-star brand situated in one of the most expensive demographic areas of Europe, charging a rack rate of $120 USD minimum per night. This pricing method would be more reflective towards business segmentation.However, business clients generally do not associate themselves with the lower priced products that McDonalds generally offers. This major flaw, combined with the limited availability of domestic Swiss workers, resulted in major weaknesses that the Golden Arch Hotel currently faces. There is also the threat of an over situated market that they are competing within, featuring a multitude of world-renowned international hotels. With the inability of the Golden Arch Hotel to establish themselves inside the hotel industry, it is quite possible that this lack of success may become a permanent reality moving forward.

A Review of the Communication and Leadership in Jusco Essay

The relationship is set up when the company regular operation. With the company growing, it will have more and more employees. So communication and leadership is really important. The relationship is harmony so that the employees will more effective, communication is fully reflected whether good or bad of the relationship between employees and employers. Leadership has a big role in here. We define leadership as the ability to influence a group toward the achievement of a vision or set of goals. Organizations need strong leadership and strong management for optimal effectiveness. We need leaders today to challenge the status quo, create visions of the future, and inspire organizational members to want to achieve the visions. (Stephen P. Robbins, 1998). Leadership is a management which manage staff to do the business, and make it clearly and more effective. 2. 1 Background of Jusco With Diaoyu Dao event came out, the relationship between Japan and China is become worse and worse. China even occur boycott Japanese goods last year. Many of Chinese people became mob to destroy Japanese enterprise. Most of patriotic personages were held the demonstration in different city in China. They boycotted Japanese goods so that all of Japanese companies were going down in China. Jusco is Japanese company; Jusco is short for Japan United Stores Company. The various of Jusco companies are subsidiaries of AEON CO. Ltd. There was a JUSCO in Shanghai before, but it was dropped down finally because of poor management. In Guangdong, Guangdong JUSCO Co. , Ltd used the name â€Å"JUSCO† to operate the first JUSCO at 1996. Now, there are 13 shops in Guangdong. It took the lead in the introduction of foreign advanced GMS (department store the supermarket) format mode, and in 2010 launched the SM (Food supermarket) formats. Guangdong JUSCO has a sound management system and in 2005 obtained the ISO9001: 2000 quality management system certification; national â€Å"green market† certification in 2007, was one of the first to obtain the certification of retail enterprises; 2010, ISO14001: 2004 environmental management system certification, the retail business is the first to pass the certification. Adhering to the â€Å"everything for customers† business philosophy, Guangdong JUSCO has been thought to provide customers with security, peace of mind and trust of goods, services and a comfortable shopping environment for the mission, so that customers enjoy shopping. Guangdong JUSCO business goods include: fashion clothing, household goods, sporting goods, home decorations, food, Japanese cuisine, fast food and other necessities. 2. 2 Research objectives 1. 2. 1 Definition of communication and leadership Communication is a slippery concept, and while we may casually use the word with some frequency, it is difficult to arrive at a precise definition that is agreeable to most of those who consider themselves communication scholars. Communication is so deeply rooted in human behaviors and the structures of society that it is difficult to think of social or behavioral events that are absent communication. Halavais, 2006). More and more countries open up their market in this modern world. Communication become very important to Jusco, due to relationship between Japan and China is getting worse. Leadership has been described as â€Å"a process of social influence in which one person can enlist the aid and support of others in the accomplishment of a c ommon task. † (Chemers M. 1997). Leadership is easy to understand that organize a group of people to achieve a common goal. Under this global world, every organization is need cross-culture leadership. Cross-cultural psychology attempts to understand how individuals of different cultures interact with each other (Abbe, Gulick, & Herman, 2007). 1. 2. 2 To investigate the component for communications and leadership. Communications is a big problem in Jusco. This is common problem in China. AEON has been set up 18 Jusco in Guangdong, naturally, managers, leaders and employees all are Chinese. Otherwise, they must do the job under the working mode of AEON management. So communication sometimes is a big problem. Direction of communication is deciding how to communicate to each other. We further subdivide the vertical dimension into downward and upward directions. (R. L. Simpson, 1999) sometimes, most of sales do not will to talk to Jusco’s managers. And I know, Jusco managers also do not want to communicate to Japanese employers. It is even more badly when the DIAOYU DAO event happened. Japan and China are in stalemate. Leadership is mainly cross-culture leadership. 1. 2. 3 Further problem To find out further research opportunities for current problem. With the Japan and China become more and more hostility. We have to find out how does Japanese organization do in China. So we can research other Japanese company to have some more opportunities to compare Jusco. 1. 3 Research rationale I choose this topic because I was worked in Jusco as a red wine salesman last year, and I know this is Cross Culture Company, and its communication and leadership must be changed after the relation between China and Japan get worse. So I decide to use my MO knowledge to how it will be changed. Or keep the old style to manage. 2. Literature review 3. 3 Introduction Communication and leadership have a big role in management forever. Communication is decided whether make the company stay in the harmony situation. This makes the organization more effective and standard. Verbal communication is important to Jusco, but non-verbal communication is also important to it. Jusco is cross-culture organization; Chinese managers need to talk to Japanese senior management. After DIAOYU DAO event, the relation between Japan and China is getting worse, Japanese and Chinese cannot have a nice conversation. So I want to find out the difference of two stages. Leadership is an ability to influence a group toward the achievement of a vision or set of goals. However, not all the leaders are managers. Organizations need strong leadership and strong management for optimal effectiveness. So Jusco is the same. Jusco is customer-focused service operation. They have a lot of leaders in Jusco. Different apartment has different leader. However, a good leader can make it more effective. It also make customer more comfortable when customers shopping in Jusco. 3. 4 Main issue—communications Communication represents one of the most important tools that the leaders have at their disposal to perform their influencing of tasks. Its significance is such that some authors consider it as the â€Å"blood† that brings life to the organization. Paulo Nunes, 2011) In Jusco, communication is important thing, no matter employers or employees, they need to communicate to each other. Due to power distance is stay in the high level. Power distance is the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed un equally. (Gert Jan Hofstede, 1965) Japan is in the high level of Power distance index. So do Jusco, senior managers have some power to manage and ask employees to do the job. However, Jusco is customer-focused service operation. Sometimes, senior managers will ask others to serve customers not himself. They have their own duties. But they need to put customers at the first position. So this is the main problem in Jusco. And the communication is has the big usage for employers to avoid this situation happening. Communication has the general process. The key parts of this model are the sender, encoding, the message, the channel, decoding, the receiver, noise, and feedback. The sender starts a message by encoding a thought. The message is the real thing of the sender’s encoding. When we speak, the speech is message. Our writing is the message. The movements of our acting and the expressions on our face are the message when we gesture. One of the suitablekinds of communications is organizational communication. In organizational communication, there is one kind of mode for Jusco: Formal small-group networks. Formal organizational networks can be very complicated. There are three kinds in this mode, chain, wheel and all channel. The more effective criteria are the networks wheel and all channel. Jusco is wheel mode. For example, one manager is managing drink, wine and so on. 3. Main issue—Leadership Leadership has main two kinds of theories. One is trait theories of leadership, and it is focus on personal qualities and characteristics. By 1990s, after research, studies and analyses, the best leader is unlike the normal people. They are special. But the particular traits that characterized them varied a great deal from review to review. (S. A. Kirkpatrick, 1991) Significant relationships exis t between leadership and such individual traits as: intelligence, adjustment, extraversion, conscientiousness, openness to experience and general self-efficacy. While the trait theory of leadership has arisen again, its reemergence has not been accompanied by a corresponding increase in sophisticated conceptual frameworks. (Zaccaro, S. J. 2007). The other is behavioral theories. In response to the early criticisms of the trait approach, theorists began to research leadership as a set of behaviors, evaluating the behavior of successful leaders, determining behavior taxonomy, and identifying broad leadership styles. (Spillane, James P, 2004) The managerial grid model is also based on a behavioral theory. According to three styles: authoritarian, democratic, and laissez-faire. Lewin, Kurt, 1939). Normally, some leaders may compare traits and behaviors to manage; however, they are still failing to manage. As important as traits and behaviors are in identifying effective or ineffective leaders and they do not promises to success. 3. 6 Theories used in Jusco While the communication model used in Jusco, if managers can use this kind of skills, empl oyees can be pleased to accept the order and finish the job in a short time. Formal small-group networks is the normal communications mode exist in Jusco. I ever was a wine sales in Jusco, my group all are sales of wine. The wheel relies on a central figure out to act as the conduct for the entire group’s communication; it simulates the communication network you would find on a team with a strong leader. 2. 5 Conclusion Above the literature review, we can understand the theories of communication and leadership. And figure out which kind of model can be used in Jusco. However, something I can know more in the Jusco senior management. So Ican not ensure the how the solve the problem just by this simplified concepts. 3. Research methodology. 4. 7 overall research design Step 1 Select Jusco as the object of study. | Step 2 Use communication and leadership theories to clarify the usage of management system. | Step 3 Find materials about communication and leadership in Jusco. | Step 4 Organize the materials found before. | Step 5 Combine the viewpoints that have same directions. | Step 6 Add personal views in research paper. | Step 7 Come out the final research paper. | At first, you have to set up your research title. In this modern world, people pay attention to personal benefits from work, so how to make the communications effective and in a proper way can be a key element to achieve success for companies. And leadership is making the company keep the direction keep on the right way. And make the company get more effective and achieve the goals as fast as possible. This is why I choose communication and leadership in Jusco, especially in the specific stage, after the DIAOYU DAO event. After deciding what title is, I begin to search information about communication and leadership which can support my research, and then finding opinions about the communication and leadership system in Jusco. With collection of all the materials that I need in this paper, the step four is to organize them and find out what the authors’ opinions about communication and leadership in Jusco, even in Japanese organization. When clarifying the points from some experts. Communication has some usage for making the whole company staff harmony, and let the managersto know more about employees. Let the whole company become the one big thing, and stay in the high effective. At the end, you read all the references, and link the knowledge and make it to the net. Figuring out why the communication and leadership in Jusco is so important and which kinds of mode are fit for Jusco. 3. 2 Ways to conduct literature search Key words| Source| Finding | Cross-cultural competence in Army leaders| From library books| Abbe, A. , Gulick, L. M. V. , & Herman, J. L. | An integrative theory of leadership. Lawrence Erlbaum Associates| From library books| Chemers M. (1997)| The process of communication| From library books| D. K. Berlo,| Army Research Institute for the Behavioral and Social Sciences. | From library books| Empirical foundation. (Study Report 2008-01). | WIKIBOOKS CONTRIBUTORS. | From library books| Halavais, Joe Petrick, Ashley Anker(2006)| Cultures and Organizations: Software of the Mind| From library books| Hofstede, Geert, Gert Jan Hofstede and Michael Minkov. | Great Motivation Secrets of Great Leaders. | UCD library| John Baldoni(2005)| Journal of Social Psychology| From library books| 8. Lewin, Kurt; Lippitt, Ronald; White, Ralph (1939). | Communications| Google research | Paulo Nunes, 2011| Vertical and Horizontal Communication in Formal Organizations| From library books| R. L. Simpson, 1986| Employment Relations| From library books| Rose, 2001. Acadermy of Management Executive| UCD library| S. A. Kirkpatrick and E. A. Locke,| Towards a theory of leadership practice| From library books| Spillane, James P. ; et al. , Richard; Diamond, John (2004)| Essentials of Organizational Behavior| Text book | Stephen P. Robbins and Timothy A. Judge(1998)| Trait-based perspectives of leadership| From library books| Zaccaro, S. J. (2007). | 3. 3 Rese arch Approach Q1: Is it communication is important in Jusco between all the staff? A: YES B: NO Q2: In communication, which thing do you think is important? A: trust B: honest C: honor Q3: Which thing will affecttheresult of the communication? A: skills of communication. B: parties of communications. C: place when having communication. Q4: Do Jusco do the research to know more about what the employees want? Write down your opinion. Q5: Do all the staff will have courage to communicate to the managers? Write down your opinion. Q6: If some problem happens between two apartments, how do you communicate under this question? Write down your opinion. Q7: How do you think the level of effective during working in the Jusco? A: high. B: normal. C: low. Q8: How do you identify superior/subordinate relationship? A: very clear, I will report to superior. B: Superior sometimes will interpose my work. C: Often several superiors give the order at the same time. D: When I facing the problem, I do not know who I can ask. Q9: How do your manager to order your work? A: manager will show me the detail. B: manager will discuss with me when I am in trouble. C: manager normally do not discuss with us. D: I often confused when I get the order from my manager. E: other:______________ Q10:Do you often find nobody will be responsible for the job, how do Jusco take charge? Write down your opinion. Question no. 1 to question no. 3 are identify is communication important to the employers or sales in Jusco. I want to know is it some problem in communication in Jusco staff. It helps to clear my thoughts that whether communication is barriers in Jusco between the employees. Due to superior/subordinate relationship is really complicated. At the same time, according to the communication process, I want to find out which process is something wrong. Like question no. 1, it will give all the staff a shake. They maybe will suddenly realize we are lack of communication during the work. Question no. 2 is the same to question 1, just want to notice staff to think about the communication. The usage of question 3 is wanted to ask them whether communication will affect their work. What is the problem will come out if communication in a low level. Give something to them to think. And this serious of problems are more valuable after the DIAOYU DAO event come out. Due to Jusco is in embarrassing situation in China. Question no. 3 and question no. 4 are the same direction. After give 3 questions to wake you up and think about the communication in Jusco. Comparing their real situation in Jusco, and research the information about the communication is it works out. And does it effective or not. These two questions both need to write down your own opinion, your own thoughts. These are staff real thoughts. According to it, maybe the management in human behavior of Jusco can change the structure to make the whole Jusco has more effective. Question no. 5 and question no. 6 are transition question; it is from communication questions to leadership questions. Questions no. 5 and question no. 6 are concern about communication and leadership. It is not only asking staff the situation of communication, but also checks the leadership in Jusco. We can see the superficial current situation of leadership in Jusco. After I get the superficial information about the leadership, we will collect the information about evaluation of the effective. With the question no. 7, we check the standard of their effective. By this collection, we get this information and find out whether leadership in Jusco is good to use. Question no. 8 is mainly to check the sales and employees how to treat with their superior. Hence, it also evaluates harmony of communication between superior and subordinate. If the relation is harmony, it has a lot of effect to affect the leadership exercise power. Question no. 9 has connection with question no. 9; question no. 8 is mainly collecting the information from employers and sales in Jusco. We can see the truth about the real working situation by opinions of employees and sales. According to their view, we have to do some evaluations to check the leadershipeffective or not. Question no. 10 is helps Jusco to improve their situation. Jusco is customers first company, if this situation coming up, all of employers and managers have to serve customers first. This is vision of Jusco. If they all pass the job to others, no one serve customers. Customer will go away with his dissatisfaction and blame Jusco has the bad service. What the worse, he will complain or tell every friend he knows so that the bad image of Jusco has been set up. 3. 4 Sampling For sampling, I need to contact with Jusco. Each observation measures one or more targets, sampling have too methods and everyone should to be used in the proper way. They all are unique. They are demanded to suitable different situation become the characteristics difference. Jusco as the biggest retail corporation in Asia, in Guangdong, it also the Top 3 of retail corporation. So Jusco is a big corporation, I think Simple random sampling is fit for Jusco. In general, I put one Jusco as the whole, Equal to the probability of each individual to be able to get through one by one extraction method to extract a sample of each extract this sampling method is simple random sampling. Why I choose simple random sampling? Due to Jusco have 26 stores in Guangdong province. Their cope is too big, so I have pretended their probability is equal. Hence, I choose the random one store has regular scale to do this research. Even though, each Jusco has different sales, employees and managers. The mode of management in Jusco do not change, each Jusco is the same administrative mode, Advanced GMS – comprehensive department store supermarket retail business model. Normally, one GMS mode of Jusco has five hundred to one thousand staff. They divided into different departments. Each department I will find the 20 people to do this research. When they done their research, I gathering all the information, and continue to analysis. When I finished that, I will finish my goals and finish my all objective. 3. Data access and collection To do this research and make the sampling, I have to go to Jusco investigation in Guangdong province. However, you cannot go in the Jusco working area easily. It is lucky I was worked there before, I know the managers. With the top managers in supermarket agreement, I finally go into and do some survey. My main contact person is my friend who sells the red wine inside it. Conta ct people: Wang Hong 3. 6 Methods of data analysis After I finish my survey, I will use my organization behavior management and cross culture management to analysis Jusco. How to communication and leadership will happen in it. The further I will analysis is what will affect them after the DIAOYU DAO events. 3. 7 Research limitation As a full time student in Singapore, we have little time to do the research. Due to the time is too short, I do not have enough time to make the scope large, and make is simplified. At the same time, I still have another course; my time will become shorter and shorter. Under this reason, maybe my point of view will short for one side. Maybe leadership will gather more information than communications. In China many things are cannot show in the newspaper so the information collection is a big problem, and Chinese people do not say anything so clearly, especially in the relationship, during the research. The superior/subordinate relationship cannot record faithfully. Maybe subordinates are too afraid to answer the truth. And even more, English is not my first English, many words we need to figure out how to express my view of points. 4. Conclusion 5. 8 summary This essay is mainly to show that how communication and leadershipwill affect the work in the organization. Different organization has their ownmanagement mode and their own culture. These are affecting the staff how to act in the company. According to the first part of communication, communication is basis skills in the human behavior. Communication process will show us the flow during two people communicates. Make the communication more effective is lead to the whole working flow more effective. However, there are some barriers to effective communication. Like filtering, selective perception. Emotions, information overload and so on. The next objective is leadership. Due to there is a big problem, about the relations. Due to in China, the employee will very afraid of the boss, so if the employers want to get the feedback is a very difficult thing. So the communication skill is necessary, but without the communication skill, what can the employer get the information from is also consider in this part. And what’s effect will the relationship come up with. Managers must not be a leadership, everyone can do. However, Jusco in China, most of people are Chinese. Leadership means that you are my boss, you are my superior, I need to receive you order to do the job. So leadership in this, there is a lot of value to have this research. The last part is how communication and leadership actually do in Jusco. How managers are good usage of these theories to manage Jusco working. 4. 2 Implications With the company growth up, and more and more employee will join with the company to help a company to give produce, and there will be one day the company become a global company then it will face the east and west different culture, and the relationship is not as simple as before, how can the employer deal with it. They need to use the tool of communication, and even developing their leadership to make he reach their personal goal. China is depending on relations, this is a marvel country. Communication is a good weapon to flight during in this society. Leadership is one person who cans good use at communications and he has the ability to gather some people to achieve the goals. This is difference to order people to do the job. 4. 3 Further research opportunities Actually in China, relation is important thing. This is not only communication nor does leadership make it success. Every foreign company, need to do some research about relations. If you control this, you can live really well in China. Reference 1. Abbe, A. , Gulick, L. M. V. & Herman, J. L. (2007). Cross-cultural competence in Army leaders. 2. Chemers M. (1997) An integrative theory of leadership. Lawrence Erlbaum Associates, Publishers 3. D. K. Berlo, The process of communication (NEW YORK: Holt, Rinehart & Winston, 1960), pp. 30-32. 4. Empirical foundation. (Study Report 2008-01). Arlington, VA: U. S. Army Research Institute for the Behavio ral and Social Sciences. 5. Halavais, Joe Petrick, Ashley Anker(2006): WIKIBOOKS CONTRIBUTORS. Free software Foundation, Inc. 6. Hofstede, Geert, Gert Jan Hofstede and Michael Minkov. Cultures and Organizations: Software of the Mind, 3rd ed. New York: McGraw-Hill. 2010. 7. John Baldoni(2005): Great Motivation Secrets of Great Leaders. McGraw- Hill. P1-24 8. Lewin, Kurt; Lippitt, Ronald; White, Ralph (1939). â€Å"Patterns of aggressive behavior in experimentally created social climates†. Journal of Social Psychology: 271–301. 9. Paulo Nunes, Communications, 2011,rehttp://www. knoow. net/en/sceconent/management/communication. htmretrieved 2013-1-20. 10. R. L. Simpson, â€Å"Vertical and Horizontal Communication in Formal Organizations,† Administrative Science Quarterly, September 1989, pp. 188-196. 11. Rose,2001. Employment Relations. UK: Pearcon Edmcati Ltd. 2. S. A. Kirkpatrick and E. A. Locke, â€Å"leadership:Do traits matter? † Acadermy of Management Executive, May 1991, pp. 48-60 13. Spillane, James P. ; et al. , Richard; Diamond, John (2004). â€Å"Towards a theory of leadership practice†. Journal of Curriculum Studies 36 (1): 3–34. 14. Stephen P. Robbins and Timothy A. Jud ge(1998): Essentials of Organizational Behavior. Eleventh edition. Pearson Educated Ltd. 15. Zaccaro, S. J. (2007). Trait-based perspectives of leadership. American Psychologist, 62, 6-16. Confirmation Certificate Congratulations! You have successfully completed the Library Plagiarism Quiz. Student Name: †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Chen Zhiying†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Student Number: †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11211905†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Date: †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2012-10-18†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. THIS IS TO CERTIFY THAT (signature)†¦chen zhiying†¦.. HAS COMPLETED THE PLAGIARISM QUIZ Remember that the confirmation certificate is a statement by you that you understand plagiarism and know how to avoid it. If you think that you do not understand plagiarism and how to avoid it after working through this tutorial, you should confer with your module coordinator, no matter what score you have obtained on the test.

Opening Case.

I researched the entrepreneurial story of giftzip. com. This is about Giftzip. com by Sam Hogg who is the founder. He took MBA course from Michigan State University. When he took the courses he and friend thought about waste and discarded plastic gift card and he decided to make it online. After he gets MBA degree he established Giftzip. com and he makes large choice to buy gift card from $25~$250 on the net. Also recipient gets gift card by redeem code or e-mail from the company that they look at it.Sam Hogg has difficulty with big retailer such as amazon. com he almost gave up when he failed to make a deal with them. However he waited the time comes and luckily his business turned succeed. In fall 2008 gift market grows, people are more prefer to buy gift card on the internet and feel comfortable. It turns Giftzip as successful company and in 2009 Giftzip designated as 10 hot startups to watch. And Gift card industry expected to top $100 billion.Reread the opening case, and then li st all the smart or effective moves Sam Hogg made in the early days of building GiftZip. com. Which three moves were most instrumental in GiftZip. com’s early success? Be prepared to justify your selections. 1. He did what others didn’t do before. – (Challenging) 2. He continues to control his company whether it will be succeed or be fail. And he got luck to succeed it. 3. As Sam’s entrepreneurship he believes that his idea/work will be succeed.

Impact and association of vision impairment from diabetic retinopathy Thesis

Impact and association of vision impairment from diabetic retinopathy in diabetic patients - Thesis Example Another cause of concern is the increase of the disease among younger age groups, ranging from ages 18 to 69 years, making it a possible leading cause of eye and vision loss at early ages (Teck, 2006). Diabetic retinopathy is one of the reliable tools to assess the status, rate of progress and complications developing in the patient with the disease. Therefore, it can be used for systematic evaluation and checkups to ascertain the efficacy of a certain treatment regarding management of diabetes (Chun et al, 2007). American researches claim diabetic retinopathy to be the leading cause of blindness among people younger than 65 years of age (Knobbe and Hadrill, 2011). Alongside, researches on Australian and American populations also suggest that diabetic retinopathy is associated with higher risks of mortality due to heart complications and stroke respectively (Wu, 2010, pp 263). Diabetes can lead to many types of eye complications, including glaucoma, or the increase in the intraocular pressure, which in turn may increase chances of developing diabetic retinopathy (Sugiura et al, 2011, pp 624 and 625). Again, the type of retinopathy affects the intraocular pressure.

Equations of motion Assignment Example | Topics and Well Written Essays - 2500 words

Equations of motion - Assignment Example In rotational motion, the forces generate angular acceleration as well as where the point where the force is applied. Thus, angular acceleration is generated by torque. Torque is the product of the applied force and the moment arm, (N-m). Its magnitude is expressed as . In order to understand angular motion, an experiment was set to investigate the rotation motion of objects. The objective of the experiment was to utilize the knowledge in physics in performing it without the assistance of computer simulation to measure time and determine and predict the velocity of a rotating object. Angular motion can be described through the use of linear velocity and acceleration. But it is not convenient to use the same since the linear velocity and acceleration are dependent on the distance from a rotation axis. Angular quantities can thus be used to describe rotational kinematics and dynamics in complete analogy with linear dynamics and kinematics. The angular displacement of a solid disk rotating about a fixed axis is the angle at which the disk turns. The convention is that a displacement is positive if clockwise and negative when counterclockwise. The unit of measurement is the radian (rad), which is dimensionless. A radian is the ration of the arc length to the radius. The total arc length around a complete circle is the circumference, and thus there are 2 radians in 360Â °. Therefore, one radian is equal to 57.3Â °. Angular velocity is the rate of change of an angle with respect to time, and it is the same for all parts of a rotating body. It is a vector quantity and thus, its direction is along the axis of rotation. Its unit is radians/second. Angular acceleration is the rate of change of this velocity and is expressed

SURROGATING BODIES, EMBODIMENT OF THEORIES Essay

SURROGATING BODIES, EMBODIMENT OF THEORIES - Essay Example For instance, Hollywood serves as being a good laboratory for social scientists in order to discuss key elements, phenomena and possibilities or potentials of modern society. Similarly we will conduct an extensive analysis and hold relevant discussion especially through Surrogates and at the same time touching to some core concepts of Foucault, Deleuze, Baudrillard, Agamben and Zizek. The study sociology or social sciences particularly in theory form through popular culture is something familiar for the recent history of intellectual production. However, in conjunction with the above mentioned names on a topic regarding body, life and power, it is entirely new in the ground of popular culture and it can cause a productive / fruitful discussion and thinking process if it is taken in an inter-active and trans-disciplinary academic approach. The Surrogates is one Hollywood movie directed by Jonathan Mostow, based on a comic book written by Robert Venditti and drawn by Brett Weldele (Ven ditti and Weldele, 2006). It provides us the opportunity to discuss several sociological-philosophical concepts of critical thinkers in the West.in the same film the near future of the world and society is discussed in the film.at first the film was designed for military equipment and later it became readily available and affordable to members of the public. The technology enabled people to get involve in social life without limit and the users were kept safe from communicable diseases, crimes as well as discrimination, war among others. It was called as â€Å"a revolution in how we live.† Where people could remain their home and vicariously interacted with the real world through their robotic duplicates in other words their Surrogates and regardless of who you are, you could be anybody with these human-like machines. In power and politics, Michael Foucault has inspired critical thinkers and social movements especially from the second half of 20th century until now by showing critical thinkers in the modern sense that power is a biological process and has deep connections on social constructions of â€Å"body†. He further went on by clarifying that body is not â€Å"individual† at all and in modern times it is marked and socialized through complicated and intertwined ways of domination. Reality in the 21stcentury philosopher Jean Baudrillard explained the meaning of reality. His concept was based on accession of real rather than its destruction. He also criticized consumer society and the theory of body and politics. He claimed that, all contradictory currents are integrated in some circuits and transcription. He went further by accepting surrogates ideas by saying that bodies of people have become technical apparatuses themselves. In the invisibility of â€Å"real body† robots have taken places of real bodies, and in his words, they turned into the reality, or there is no reality apart from them. The â€Å"thing† we call bod y today has become a huge brain / mind and the bedroom turned into the skull.In the case of Surrogates, physical body operating in the society is separated from inside entirely and all real or biological body became â€Å"inside† as a closed and invisible unity. This time technologies and their applications do not seem so â€Å"irreversible† at the first sight. The movie Surrogates is maybe a further expression of this

Econ160 Essay Example | Topics and Well Written Essays - 1250 words - 1

Econ160 - Essay Example My parents belongs to several generation of Guanxi where I am expected to inherit his position. If I will be living in China, I better be sure with the place that I will live. It is because the Chinese government prohibits the reselling of houses as their policy response to avoid speculation in the housing industry. I will be stuck in the house that I will choose for a very long period of time so I better take my time before buying a house. Unlike in the US where the housing market is determined by market forces as enunciated by Friedman in the book Capitalism and Freedom where price and availability is determined by the law of supply and demand where I can resell my house anytime I want it subject to the same law (supply and demand), Chinese government will just not allow the resell and even pegged the price. China may now allows private ownership of houses only with restrictions. With my present economic stature, I believe I would be able to afford a house and not in a crampy apartment or shoebox as what Hedrick Smith had described in his book The Russians. Only that my house will not form part of my estate where I can resell for profit or I will go to jail. If I will be in China, choosing my occupation will be partly determined with how the â€Å"opportunities† present to me. Unlike in the US where choosing an occupation is determined by personal preference and applying on it base on merit, it will be different in China. The cliche its whom you know more than what you know applies. If my father belongs to a Guanxi or the network of power elites, he may recommend me to some of his associates in the network as expounded by McGregor in his book The Party and will accept whatever occupation that will be given to me. From there, my future will be secured because I will be under the patronage and care of my father’s Guanxi and I will later develop my own network. I will first learn the rope of the business until I

Agriculture paper on your chosen culture Assignment

Agriculture paper on your chosen culture - Assignment Example The goosefoot, sump weed and sunflowers were the first crops to be domesticated and cultivated by the Native American Indians, most especially along the Mississippi River (Agriculture American Indian, 2003). The development of agriculture advanced with the invention of further agricultural methods such as irrigation, which allowed the American Indians to produce food crops constantly, resulting in the beginning of the cultivation of corn starting 3400 A.D. Thus, by 1000 A.D., the Native American Indians had already narrowed down their crop cultivation to three major food crops namely the corn, squash and beans (Nabhan, 1989). By the time of the European contact, the Native Indian Americans were already producing food at a large scale, capable of keeping their community throughout the year without shortages. The food crop production methods of the American Indian did not entail fertilizing the land using organic matter. On the contrary, they maintained soil fertility through planting their crops as a mixture of corn, beans and squash within the same piece of land, allowing the crops to re-fertilize the land though nitrogen fixation. The custom of the Native Indian Americans was to abandon the exhausted land once it proved to start becoming less productive, and in turn cleared other new lands (Hurt, 1987). Further development and civilization saw the development of village sovereignty, which claimed certain territories of land as their own, and then tilled the land to provide for the village community. The family lineage system was also recognized as the basis of land ownership among the village residents, where the family heads could be allocated specific pieces land for their own agricultural production (Agriculture American Indian, 2003). However, following the European contact and the subsequent settlement of the Europeans in North America, different Native American

Apple marketing stategy Article Example | Topics and Well Written Essays - 500 words

Apple marketing stategy - Article Example This will make it affordable for the new customers to purchase the product before the product is hiked. This strategy will reduce threat of competition as the brand will have already have attained an advantage over other competitors. Diversification of the products in the market will also be used as a strategy to increase financial returns which will be used as a competition tool for the company. The finances will also be used as an entry barrier to potential competitors in the same sector (Hill & Jones, 2009). One of the competition strategies of the company is intensive advertising. This is through the media e.g. television, radio, newspapers and magazines. This will work in ensuring that customers have adequate knowledge concerning the existence of the product in the market. Efficient distribution is another strategy to be used by the company which will involve agents, sales persons and different branches that are established in different countries in the world. Another strategy that Apple Company will use to keep its competition level high is through constant communication with its customers through social networks and other communication channels such as blogs. This will help the company to have ideas of the customer’s behaviors concerning the product in the market. Constant innovation on the product is another important tool that will be used to extend the life of the products in the market. This will work towards reducing monotony of using the same product over a long period by the customer. It will also help in preventing the replacement of the products from the market by the competitors (Hill & Jones, 2009). Different products fit for different people (e.g. iPod for young generation, laptops for business people etc) based on demographics such as age; family location etc. in order to satisfy the market, the market will be divided depending on the demand of the product and the

Instructional adjustment Essay Example for Free

Instructional adjustment Essay Introduction: A survey polled some 770 students and asked how much effort they felt they were putting into their schoolwork. To everyone’s surprise, the students with low grades thought they worked as hard as anybody! Yet when their study habits were examined, it was discovered that they actually did far less homework than their high-achieving schoolmates (Awake, 7). It appears that their teachers were at least partially responsible for this delusion. Perhaps they felt that these low-achieving children were not capable of much to begin with. Or they may have felt that merely being warm and friendly toward them was enough to motivate them to excel. Whatever the case, it seems that the teachers highly praised the students’ most minimal efforts. Passing grades were routinely given out merely for attending class. The children were made to feel that they already worked as hard as they could. Thus they did little to improve. This is among the problems occurring in schools and other training institutes for children. According to surveys, there should be more creative and interesting strategical approaches that They polled some 770 students and asked how much effort they felt they were putting into their schoolwork. To everyone’s surprise, the students with low grades thought they worked as hard as anybody! Yet when their study habits were examined, it was discovered that they actually did far less homework than their high-achieving schoolmates. It appears that their teachers were at least partially responsible for this delusion. Perhaps they felt that these low-achieving children were not capable of much to begin with. Or they may have felt that merely being warm and friendly toward them was enough to motivate them to excel. Whatever the case, it seems that the teachers highly praised the students’ most minimal efforts. Passing grades were routinely given out merely for attending class. The children were made to feel that they already worked as hard as they could. Thus they did little to improve. teachers should use to be able to attain a better result from teaching students who are both considered slow and advance learners. In short, both groups of students should be able to be catered by the strategies to be applied. In this paper, a wide array of choices and steps shall be discussed to answer the said problem in teaching and training. The Teaching Strategies: Every study time must include reviews of the past learned lessons. This will help the students remember the lessons that were learned during the last meeting for the class and thus refresh in their memories the overall content of the subject. After the review, the presentation of the new concept must be performed by the teacher. The following are some examples of being able to do so in such an interesting way for both the slow and advance learners: †¢ Presentation using illustrative drawings-children and students of all ages often enjoy the drawings shown to introduce a certain topic. †¢ Usage of Mind games- as an introduction let the students think in a fun way. †¢ Introduction using a story- this will help the students think and analyze what is going to be discussed. Aside from this, the students’ attention will be caught by the story. †¢ Usage of Media- there available VCDs and DVDs provided for several subjects in school. This could help the students enjoy while they learn. †¢ Usage of technology- computer presentations and other presentations using technology inventions could help the learners find a way to understand the topic in their own pace. †¢ Relate the topic to reality-Usually the certain topics discussed in school are based in real life †¢ Use key words to introduce the topic-Usually one word keys that introduce a whole topic helps the students remember the lessons easier. †¢ Use open-ended questions- letting the students think will help them comprehend better on what is being discussed in class. †¢ Encouraging a role play activity- this will allow the students have a refreshing start for a new lesson †¢ Giving handouts about the new lesson After introducing the lesson for the day a guided procedure must follow through to help the students go along with the topic for the day. Here are some hints in guiding students effectively: †¢ Using a diagram- an illustrated and colorful diagram could help the students visualize the activities †¢ Use guided questions- give the students the chance to decide on how they are going to go about the lesson. †¢ Go beyond the book- do not just use the book as a source, instead let the students prepare their own sources and let them share it in class for classroom participation. †¢ Prepare handouts Aside from classroom discussions though, students who are assumed to be slow learners must be encouraged to do independent practices which may include the following: †¢ Remedial Classes †¢ Extra Homework Activities †¢ Extended class sessions for a group of students †¢ Students assist students program †¢ Extra project for make-up home works for classroom activities which they could not cope up with. †¢ Encourage home reading activities †¢ Making considerable time adjustments for a student’s completion of school requirements With all these guidelines, a student is supposed to comply with the teacher’s strategies and if that doesnn’t happen, some interventions might be necessary for the teacher to use like: †¢ Finding the root cause of the problem †¢ Identifying the student’s learning stage or learning pace †¢ Match students to appropeiate levels of learning †¢ Adopt evidence-based intervention strategies †¢ Require active response †¢ Review, review. Review. If all this things shall be considered in teaching a group of students comprising of both the advance and the slow learners, agreeable results are to be gained since all these are already proven effective by many teachers worldwide. Hence, the teacher must always see to it that every learning need of each student in a class is sufficiently provided. BIBLIOGRAPHY: Magazines and Journals: â€Å"Pay constant attention to your teaching†. (August 8, 1984). Awake! Watchtower Bible and Tract Society. Brooklyn, New York. 13-15. â€Å"How can I Improve my study habits†. (March 15,1999). Awake! Watchtower Bible and Tract Society. Brooklyn, New York. 7. â€Å"How important are grades? † (March 8, 1984). Watchtower Bible and Tract Society. Brooklyn, New York. 12-15. Internet Source: Steven R. Shaw, Ph. D. , NCSP. (2005). Academic Interventions for Slow Learners. http://www. nasponline. org/publications/cq285slowlearn. html. (17 June 2006). Books: Castillo, R. 1991. Teaching learners to learn. English Teaching Forum, 29, 3, pp. 28-30. Mercer, C. and A. Mercer. 1989. Teaching students with learning problems. Columbus, Ohio: Merril Publishing Co.

Marketing Communications: Promotion Strategy for Wimbledon

Marketing Communications: Promotion Strategy for Wimbledon BACKGROUND AND INTRODUCTION The All England Lawn Tennis and Croquet Club (â€Å"Club†) located at Wimbledon, is a private club founded in 1868. Its first ground was situated off Worple Road, Wimbledon, and the first Wimbledon Lawn Tennis Championship was instituted in 1877. By the turn of the century, Wimbledon, as the event had become known had grown in popularity and reputation, acquiring international status as the premier tennis event. By 1920, a company was formed to acquire and equip the present site at Church Road. A complex agreement governs and defines the relationship between the Club, the Lawn Tennis Association (LTA), the company, and Wimbledon as a self financing event. Profits from Wimbledon, held during June and July of each year, accrue to the LTA after meeting expenses of the Wimbledon tournament. LTA in turn utilises the surplus funds to develop tennis as a sport in Great Britain. A second company to exploit trademarks and brand opportunities was established in 1993, whereby any profits would accrue for the benefit of Wimbledon to improve the quality of the event for spectators, players, officials, and stakeholders. Surplus funds from Wimbledon that have been made available to LTA were 25.8 million in 2003. Wimbledon does not disclose revenue or sponsorship figures but it is estimated that it had a net income of  £ 34 million during 2004. (Wimbledon 2005 and Schwartz, 2004) Wimbledon, as an event does not appear to have a vision statement defined by Johnson and Scholes (2005) p13 as a â€Å"desired future state† or â€Å"aspirational statement.† Wimbledon has equally not published a mission statement, or â€Å"overriding purpose in line with the values or expectations of stakeholders.† (Johnson and Scholes, 2005, p13) However, given the close association with the LTA described above, it can be argued that the event’s underlying vision and mission are aligned and it is appropriate to quote the LTA’s vision, â€Å"to make Britain a great tennis nation,† and the mission statement, â€Å"more players, better players,† to give context to Wimbledon. (LTA, 2005) Wimbledon is marketed as an international event rather than a British event although British tennis derives the economic benefit. (Cambridge Econometrics, 2003) Essentially a small business employing less than 100 full time staff, the club is a local tennis facility in South West London, with a web site, clubhouse, museum, and a shop for 50 weeks of the year. Its distinguishing feature is a seating capacity of 35,500 spectators to accommodate Wimbledon. The total area of the club including courts, premises, and car parks is 42 acres. There are 375 full members plus a number of honorary members (including past singles champions) and approximately 100 temporary members elected annually. The workforce increases to 6000 during the period of the tournament. (Wimbledon, 2005) This report focuses on Wimbledon as a discrete, ring fenced event. It proposes an marketing communications strategy to the Club and the LTA committee, after due consideration of the macro, micro and market influences. MACRO-ENVIRONMENT ANALYSIS The environmental context of Wimbledon encompasses a number of driving or restraining forces that have the capacity to influence the effectiveness of the communication strategy. PESTEL A common framework is that of PESTEL comprising political, economic, socio-cultural, technological, environmental, and legal influences. (Johnson and Scholes, 2005.) Fill (2002) suggests that seasonality is an additional factor in an event environment. The framework provides broad data from which the key drivers of change can be identified. Mega events on the scale of Wimbledon, which target an international market, and the success of which influences urban logistics such as transport and security, requires significant political support. (Bull, 2004) The United Kingdom government has established a set process for government involvement and investment that requires a clear assessment of benefits. This should also be seen in the context of post September 11th security concerns that may affect Wimbledon. (Strategy Unit, 2002) The positive economic benefits in terms of tourism expenditure and promotion of London as a destination highlight the interdependence of the PESTEL influences and the host city. Socio-cultural influences such as changing population demographics in Wimbledon’s target audience needs to be considered in terms of media access and viewing patterns. (Fill, 2002) Emerging technologies were used during 2004 as innovative mediums for the first time to expand the audience reach. These included a combinat ion of online media, video on demand, interactive television, and live coverage to Personal Digital Assistants (PDA) and mobile phones. The impact on promotion strategy in the lead up to and during the championship requires careful analysis to maximise audience reach. (Schwartz, 2004) The environmental impact of Wimbledon is substantial, albeit over a short period, in terms of noise, traffic, waste management and other influences. The Merton borough in which the event is located is revenue dependant on Wimbledon’s success as part of its urban regeneration programme and hence supports the event upon which it in turn derives a benefit. An emerging influence is that of corporate social responsibility and re-investment back into the community. This has a positive impact on legal influences such as council regulations and bylaws. (Gratton et al, 1999) Seasonality affects Wimbledon in terms of weather and the time of year in which the event is held. (Fill, 2002 and Wimbledon, 2005) Porter’s Five Forces Inherent to the theory of marketing communication strategy is the notion of competitiveness and gaining advantage over competitors. Porter’s development of generic strategies and a five forces model of analysis of competition within an industry are useful in understanding Wimbledon as a unique event. (Johnson and Scholes, 2005) Wimbledon’s prestige and history allows it to follow a differentiated premium pricing strategy in which the objective is to â€Å"maintain the quality and character of the tournament and not to maximise income.† (Wimbledon, 2005) Although Wimbledon is a profitable venture in the event industry, the barrier to entry to a rival wishing to compete is high and the prestige of Wimbledon not substitutable in terms of world attention and focus. Buyer power is limited by the spectator facilities and hence access in high demand, whilst are suppliers fragmented without a single dominant player. Competitive rivalry between Wimbledon and other events is not material and hence unlikely to threaten Wimbledon. Arguably Wimbledon’s position may be threatened in the future if the dynamics of the macro environment change. However a marketing communication strategy that builds on the successes of the past that continues to capitalise on innovative, leading edge communication strategies will ensure an image re-invention for future audiences. Product Life Cycle Wimbledon has changed its strategy from the garden party approach of the early 20th century through the skilful use of technology for its target audience in the 21st century, demonstrating that whilst in a mature phase of the life cycle model as a brand, it can maintain market share through re-invention of its product delivery. (Czinkota, Ronkainen, and Tarrant, 1995) MICRO-ENVIRONMENT ANALYSIS Strategic Resources The analysis of the macro-environment has indicated Wimbledon’s positive base for competitive advantages. The sustainability of competitive advantage in terms of capability is based on strategic resourcing that reflects the distinctive resources which allow the Club and its partners to generate a superior product at a premium price. This is based on Wimbledon’s tangible resources such as facilities and grounds as well as intangible resources such as information, reputation, and knowledge. Wimbledon’s competencies are represented by the activities and processes whereby it deploys its resources year on year, building, and learning from successes of the past and ensuring that they cannot be imitated, thus sustaining its competitive advantage. The path dependency of Wimbledon’s resources has evolved through its culture and history that is influenced by causal ambiguity implying that worldwide perception of Wimbledon would be difficult to replicate. (Johnson an d Scholes, 2005) Marketing Mix The marketing mix is a key element of an integrated marketing communications plan. The concept has evolved from McCarthy’s 4P’s (product, price, place, and promotion) into different models that depend on their context. Recent developments have been the addition of personnel, physical assets, and procedures to the marketing mix forming the 7P’s in Booms and Bitner’s extended marketing mix model. This has especially reached acceptance in the discipline of services marketing and arguably Wimbledon’s combination of tangible and intangible resources, falls within that category. (Goldsmith, R. E. 1999) Goldsmith, 1999, p178 proposes an eighth P, â€Å"personalisation† in terms of individual needs and wants of the consumer. Wimbledon’s product offering is based on a combination of tangible cues represented by its physical offering, and intangible attributes such as prestige and status of the event. Premium brands such as Rolex have for example endorsed Wimbledon in their capacity as the â€Å"official timekeeper of the tournament† for over 25 years at a cost of approximately  £7 million. (Schwartz, 2004) Direct pricing is represented by the gate price for access, and indirect pricing through the sale of television rights to channels such as the BBC and NBC TV, to attract worldwide viewer audiences. The personnel or people component is represented by pride with which employees and volunteers provide quality services to the public and players. (Schwartz, 2004) The top players themselves compete for the privilege of playing and hence are frontline line actors both directly and indirectly in the service space. Personalisation can be demonstrated by the clever use of technology. For example the BBC has provided interactive television coverage allowing five simultaneous live matches on one screen that allowed viewers to personalise their choice of matches thus capturing 4 mi llion viewers in 2004. (Schwartz, 2004) Competitors The Davis Cup is an international team competition introduced in 1900 by American player Dwight Davis. Originally called the International Lawn Tennis Challenge Trophy, while initially only two teams participated (the USA and Great Britain), the competition has grown into an event in which over 100 nations now participate. It is a roving event and has been hosted at the Wimbledon grounds from time to time. The event itself has the same target market as Wimbledon but complements rather than competes with the championship event. Wimbledon therefore arguably has no competitors in terms of its positioning. (Wimbledon, 2005) SWOT Analysis A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) illustrated below in Table 1, is often used as a convenient summary of key issues from the business environment that may potentially impact on an organisation’s marketing communication strategy. (Johnson and Scholes, 2005.) The purpose is to identify the strategic options available to Wimbledon. A detailed analysis is beyond the scope of this report but Table 1 below illustrates focal elements that will be discussed in the creative proposal. Table 1: SWOT Matrix MARKET ANALYSIS This section of the report considers key figures and statistics relevant to Wimbledon as a basis for a creative proposal. Attendance Figures from the early 20th century are not available but in 1932 219,000 spectators attended the event. The 400,000 barrier was broken in 1986 and a record attendance of 490,081 in 2001 when play was extended into a fourteenth day. (Wimbledon, 2005) Table 2: Daily Attendance 2000-2004 * Bad Weather (more than 2 hours lost) ** Entire Day Rained Off (Source: Wimbledon, 2005) The table above clearly illustrates the effect of bad weather with significant decreases in spectator numbers due to cancelled matches. The wet weather refund policy to spectators attempt to compensate spectators who are an important element of Wimbledon theatre. Weather negatively influences viewers when coverage is not available which in turn may affect sponsors through loss of on-sold advertising revenues. However, plans for the remodelling of Centre Court at Wimbledon were unveiled in January 2004 and included a transparent, retractable roof over the centre court as well as an increase in spectator capacity. Revenue Wimbledon derives revenue from entrance tickets, â€Å"official suppliers,† or sponsors, media distribution and broadcasting rights. Ticket sales are not the primary source of revenue with a maximum income estimated at  £20 million using average ticket prices. The 15 official suppliers contribute an estimated gross income of  £120 million. Wimbledon does not publish revenue or sponsorship figures and the aforementioned figures are estimates. NBC TV for example pays an estimated  £7 million for broadcasting rights. (Schwartz, 2004 and Wimbledon, 2005) Official Suppliers provide goods and services, which are both essential for the staging of Wimbledon, and which meet the Club’s objective of improving the quality of the service provided to the players, spectators and the media. For example, Rolex appears on court scoreboards as the official timekeeper and Hertz provides transport for the players. (Schwartz, 2004 and Wimbledon, 2005) Demand for Wimbledon tickets has for decades exceeded supply. Tickets are also sold through the LTA and to their affiliated tennis clubs, schools, membership scheme and to foreign tennis associations. Wimbledon remains one of the very few major UK sporting events for which one can still buy premium tickets on the day. Each day (excluding the last four days, approximately 500 are specifically reserved for sale at the turnstiles. Ground tickets may also be purchased on the day of play on every day. Costs of pre-booked tickets range from  £24 to  £59 or  £4 or  £16 sold on the day. Every five years centre court Wimbledon debentures are sold. The issue of 2,300 debentures for the 2006-2010 Championships inclusive has already been oversubscribed. Each debenture, priced at  £23,150 (nominal value  £2,000, a premium of  £18,000 and VAT of  £3,150), entitles the holder to a reserved seat in Centre Court on each day of the tournament during the five year period. (Schwartz, 200 4, and Wimbledon, 2005) The lack of detailed financial information does not allow a realistic or accurate comparison with Wimbledon’s competitors in the international arena. Target Market Wimbledon has an 82.4% adult television reach in Britain during the tournament. UK Sport suggests that tennis tournaments and Wimbledon in particular to the younger ABC1 income group with a gender bias towards a women audience for British success in sport. Accurate figures for the world audience are not readily available. (Taylor Nelson and Sofres, 2002) Hassan, Kraft, and Kortam, (2003) suggest that the scale and reach of an event such as Wimbledon requires rethinking in terms of a converging commonality of a global consumer’s interest in the event. They recommend an avoidance of over complex marketing plans that rise above domestic or micro buyer attitudes, motivation, and behavioural demographics commonly used for segmentation in local markets. CREATIVE PROPOSAL The proposal to Wimbledon’s committee is to leverage the existing brand equity associated with the tournament in order to improve perceptions of tennis in the broader international environment as basis for entrenching Wimbledon’s position as the premier international tennis event. The concept is a natural extension of the LTA’s British vision to that of the international arena and represents an affirmation of Wimbledon’s commitment to the principles of corporate social responsibility. It is suggested that the current â€Å"tennis ace† campaign of identifying talented, but economically disadvantaged players be extended to the third world whereby winners would be invited to celebrity matches during the tournament hence leveraging off the existing promotional mix of the event. (LTA, 2005, and Wimbledon, 2005) Brand equity is a measure of a number of differing components including beliefs, images, and core associations that consumers have about a particular brand such as Wimbledon. A brand with strong equity has the capacity to strengthen barriers to entry and ensure sustainable competitive advantage, and in so doing, maintain premium pricing. (Johnson and Scholes, 2005) An integrated marketing communication strategy has an important role to play to ensure consistency of message across domestic and international marketing initiatives. (Fill, 2002) The marketing communication objectives will be to raise levels of awareness amongst stakeholders with respect to Wimbledon’s commitment to developing tennis as a sport internationally and more particularly in potential future markets in the developing world. In order to achieve this objective, Wimbledon will have to maintain its position as an important contributor to the LTA and hence it’s commitment to Britain, but at the same time extend the awareness of its developmental commitment to tennis globally. Suitably credible spokespersons representing tournament winners will be important balance the possible conflicting interests of LTA domestically and Wimbledon internationally. CAMPAIGN A campaign is a unique combination of advertising, promotional events, public relations and other marketing communication activities that all express the same consistent message. When implemented effectively, they present a cumulative strategic message to the target markets under a collective symbolic umbrella whilst enhancing the emotional connection to a brand. (Robinson and Hauri, 1991) The proposed campaign methodology for Wimbledon is a gentile form of ambush marketing in that the official suppliers and television broadcasters will provide the communication channel for the initiative. A programme definition, scope, and schedule of activity will be constructed for the â€Å"tennis ace† project to coincide with the promotional strategies that lead up to the tournament. (Arens, 1999) The indirect endorsement by mega brands such as American Express, Hertz, and Rolex will add to the strength of the message. It is Wimbledon’s stated objective that free-to-air television, and radio access across the world should be made available for all or part of the tournament and by default, to the developing world and emerging markets. (Wimbledon, 2005) This will ensure accessibility to talented players participating in the scheme and arouse local country interest in the programme. Campaign scheduling would automatically align with the promotional activities of official suppliers and broadcasters. The profile and push strategy defining the campaign is estimated at  £1.2 million, including concept, creative and limited internal marketing with a  £500,000 budget for control and evaluation. Important to note is that an estimated 1.8 billion people in 164 countries watched 5,700 hours of Wimbledon coverage in 2004 through existing channel arrangements. (Schwartz, 2004) Control and evaluation would be affected partly through external agencies such as the sponsors and broadcasters, but Wimbledon would be responsible for overall message delivery and control. Focus groups, tracking studies of awareness and perception and recall tests will be used to monitor the impact of the campaign. In particular the marketing communication objectives will be assessed regularly as the main form of evaluation. (Fill, 2002) CONCLUSION This reported has reviewed the external and internal environments of a highly successful event with the objective of leveraging off existing competitive advantages to entrench an already strong position as a means of expansion into potential new markets. It takes cognisance of the emerging importance of corporate social responsibility in terms of itself and its official suppliers and establishes a cost efficient programme to meet international requirements whilst contributing to its own future success. REFERENCES Aarens, W. F. (1999) Contemporary Advertising, International Edition. Irwin, McGraw Hill. Bull, A. O. (2004) â€Å"Mega Or Multi-Mini? Comparing The Value To A Destination Of Different Policies Towards Events.† Unpublished paper presented at Third DeHaan Tourist Management Conference, 14 December 2004. Cambridge Econometrics. (2003) â€Å"The Value of the Sports Economy in the Regions: the Case of London.† Sports England. Czinkota, M. , Ronkainen, I. A. and Tarrant, J. J. (1995) The Global Marketing Imperative. Lincolnwood, Illinois, NTC Business Books. Fill, C. (2002) Marketing Communications: Contexts, Strategies and Applications. London, Financial Times, Prentice Hall. Getz, D. (1997) Event Management and Event Tourism. New York, Cognizant Communications. Goldsmith, R. E. (1999) â€Å"The Personalised Marketplace: Beyond the 4P’s.† Marketing Intelligence and Planning. Volume 17, 4. Gratton, C., Shibli, S. and Coleman, R. (1999) The Economic Benefits of Hosting Major Sporting Events. Insights. Hassan, S. S., Craft, S. and Kortam, W. (2003) â€Å"Understanding the New Bases for Global Market Segmentation.† Journal of Consumer Marketing. Volume 20, 5. Johnson, G., and Scholes, K. (2005) Exploring Corporate Strategy Seventh Edition. Harlow, Pearson Education Ltd. LTA. (2005) Lawn Tennis Association. www.lta.org.uk Accessed 21 April 2005. Robinson, W. A. and Hauri, C. (1991) Promotional Marketing. Lincolnwood, Illinois, NTC Business Books. Strategy Unit. (2002) â€Å"Game Plan: A Game Plan for Delivering Government’s Sport and Physical Activity Objectives.† www.number-10.gov.uk. Accessed 19 April 2005. Schwartz, J. A. (2004) Wimbledon’s Marketing Grand Slam. www.imediaconnection.com. Accessed: 21 April 2005. Taylor, Nelson and Sofres (2002) UK Sporting Preferences. UK Sport. UK Sport Wimbledon. (2005) â€Å"All England Lawn Tennis and Croquet Club: the Official Web Site.† www.wimbledon.org. Accessed: 20 April 2005.

An Analysis Of Emission Spectra Environmental Sciences Essay

An Analysis Of Emission Spectra Environmental Sciences Essay Emission spectra are the radiation emitted by the atoms when their electrons jump from higher energy level to lower energy level. The emission spectrum of a chemical element or chemical compound is the relative intensity of each frequency of electromagnetic radiation emitted by the elements atoms or the compounds molecules when they are returned to a ground state. The subatomic particles that comprise the atom can absorb various kinds of energy and then emit that energy as a photon of a specific energy and corresponding wavelength and frequency. This emitted energy is called an emission spectrum. Electrons in particular release electromagnetic radiation in the visible range as well as in wavelengths surrounding the visible range. The particular wavelength that an electron releases depends on the difference between its ground state energy and the energy level that it jumps to. The amount of energy required for an electron to jump to a higher energy level depends on where it is starting from (its ground state). So the specific visible wavelengths (colors) released by an atom that has absorbed energy depend on the arrangement of its electrons. All the various elements and molecules that exist have their own unique arrangement of electrons, and so the particular wavelengths (colors) produced will always be unique to any one element or molecule. Th is spectrum of specific electromagnetic waves can therefore identify the substance. Note that Bohr used discreet emission spectra to show the discreet energies possessed by electrons in atoms. Because the electrons of different atoms so closely arranged in solid substances influence each other, the spectrum of a solid is different from that of the substances gas state, where the electron arrangement of individual atoms or molecules are not interfered with by neighboring atoms or molecules. Normally, therefore, substances are identified by their gas phase spectrum. A plot of the brightness of an object versus wavelength is called a spectrum, (even called spectra), and is observed using a spectrograph. By spreading out the light by wavelength, we can gain insight into whats happening to photons of particular wavelengths (or energies), which in turn tells us whats happening with particular types of atoms. There are three components of a spectrum: continuum emission (or blackbody radiation), emission lines, and absorption lines. Continuum emission is a wide, smooth (continuous!) band of colors like a rainbow. This type of emission is caused by an opaque material which emits radiation because of its temperature. Hotter objects are brighter and bluer than cooler objects. All objects have continuum radiation. (Even you; although in your case, since its in the infrared, we usually call it heat.) An absorption line is characterized by a lack of radiation at specific wavelength. Absorption lines are created by viewing a hot opaque object through a cooler, thin gas. The cool gas in front absorbs some of the continuum emission from the background source, and re-emits it in another direction, or at another frequency. Absorption lines are subtracted from the continuum emission, so that they appear fainter. An emission line is characterized by excessive radiation at specific wavelengths. You can observe emission lines by looking through a spectrometer at an energized gas. They are created by the photons that are released by the falling electrons. The important thing to know about absorption and emission lines is that every atom of a particular element (hydrogen, say) will have the same pattern of lines all the time. And the spacing of the lines is the same in both absorption and emission, only emission lines are added to the continuum, while absorption lines are subtracted. VARIOUS OBSERVATIONS OF SCIENTISTS IN EARLY AGE: When a sample of gaseous atoms of an element at low pressure is subjected to an input of energy, such as from an electric discharge, the atoms are themselves found to emit electromagnetic radiation. On passing through a very thin slit and then through a prism the light (electromagnetic radiation) emitted by the excited atoms is separated into its component frequencies. The familiar dispersion of white light is illustrated below: Solids, liquids and dense gases glow at high temperatures. The emitted light, examined using a spectroscope, consists of a continuous band of colours as in a rainbow. A continuous spectrum is observed. This is typical of matter in which the atoms are packed closely together. Gases at low pressure behave quite differently. The excited atoms emit only certain frequencies, and when these are placed as discreet lines along a frequency scale an atomic emission spectrum is formed. The spectral lines in the visible region of the atomic emission spectrum of barium are shown below. Spectral lines exist in series in the different regions (infra-red, visible and ultra-violet) of the spectrum of electromagnetic radiation. The spectral lines in a series get closer together with increasing frequency. Each element has its own unique atomic emission spectrum. EXPLANATION OF ABOVE MENTIONED OBSERVATIONS: It was necessary to explain how electrons are situated in atoms and why atoms are stable. Much of the following discussion refers to hydrogen atoms as these contain only one proton and one electron making them convenient to study. In the early 1913, the famous scientist Neils Bohr solved many problems in chemistry of the time by proposing his view that the electron revolves around the nucleus of the atom with a definite fixed energy in a fixed path, without emitting or absorbing energy. The electron in the hydrogen atom exists only in certain definite energy levels. These energy levels are called Principal Quantum Levels, denoted by the Principal Quantum Number, n. Principal Quantum Level n = 1 is closest to the nucleus of the atom and of lowest energy. When the electron occupies the energy level of lowest energy the atom is said to be in its ground state. An atom can have only one ground state. If the electron occupies one of the higher energy levels then the atom is in an excited state. An atom has many excited states. When a gaseous hydrogen atom in its ground state is excited by an input of energy, its electron is promoted from the lowest energy level to one of higher energy. The atom does not remain excited but re-emits energy as electromagnetic radiation. This is as a result of an electron falling from a higher energy level to one of lower energy. This electron transition results in the release of a photon from the atom of an amount of energy (E = h Ã‚ ®) equal to the difference in energy of the electronic energy levels involved in the transition. In a sample of gaseous hydrogen where there are many trillions of atoms all of the possible electron transitions from higher to lower energy levels will take place many times. A prism can now be used to separate the emitted electromagnetic radiation into its component frequencies (wavelengths or energies). These are then represented as spectral lines along an increasing frequency scale to form an atomic emission spectrum. Principal Quantum Levels (n) for the hydrogen atom. Comment: A hydrogen atom in its Ground State. The electron occupies the lowest possible energy level which in the case of hydrogen is the Principal Quantum Level n = 1. The Bohr Theory was a marvelous success in explaining the spectrum of the hydrogen atom. He calculated wavelengths agreed perfectly with the experimentally measured wavelengths of the spectral lines. Bohr knew that he was on to something; matching theory with experimental data is successful science. More recent theories about the electronic structure of atoms have refined these ideas, but Bohrs model is still very helpful to us. For clarity, it is normal to consider electron transitions from higher energy levels to the same Principal Quantum Level. The image given below illustrates the formation of spectral lines in visible region of the spectrum of electromagnetic radiation for hydrogen, called the Balmer Series. The Spectral Lines are in Series As referred to above for hydrogen atoms, electron transitions form higher energy levels all to the n = 2 level produce a series of lines in the visible region of the electromagnetic spectrum, called the Balmer Series. The series of lines in the ultra-violet region, called the Lyman Series, are due to electron transitions from higher energy levels all to the n = 1 level, and these were discovered after Bohr predicted their existence. Within each series, the spectral lines get closer together with increasing frequency. This suggests that the electronic energy levels get closer the more distant they become from the nucleus of the atom. No two elements have the same atomic emission spectrum; the atomic emission spectrum of an element is like a fingerprint. The diagram to the right illustrates the formation of three series of spectral lines in the atomic emission spectrum of hydrogen. THE RESON BEHIND DISTINCT WAVELENGTHS: As we know light from a mercury discharge tube was composed of only three colors, or three distinct wavelengths of light. This feature, that an element emits light of specific colors, is an enormously useful probe of how individual atoms of that element behave. Indeed, the science of spectroscopy was developed around the discovery that each element of the periodic table emits light with its own set characteristic wavelengths, or emission spectrum. of light. If one has a collection of several elements, all emitting light, and the spectra of the different elements combine or overlap. By comparing the combined spectra to the known spectra of individual elements, we can discover which elements are present. It is amusing to note that the element helium was first discovered in this manner through the spectroscopic analysis of light from the sun in 1868 and was only later discovered in terrestrial minerals in 1895. But why do we see distinct wavelengths in emission spectra? And why are the spectra different for particular elements? There is nothing distinct about the light from an incandescent source such as the ordinary light bulb. In an empirical study of the spectrum of hydrogen, Balmer discovered that the precise frequencies and wavelengths of the light produced could be described by a simple equation involving a constant and an integer. Balmers equation was then expanded to describe the entire spectrum of hydrogen, including the ultra-violet and the infrared spectral lines. This equation is called the Rydberg equation: = R (â‚ ¬Ã‚ ­ ), Where R is the Rydberg constant, and n1 and n2 are integers. The presence of integers in this equation created a real problem for physicists until the development of the quantum theory of the atom by Neils Bohr. Bohrs theory suggested that the electron orbiting the nucleus could have only certain quantized angular momenta. The implication of this idea is that the electron can orbit only at certain fixed distances and velocities around the nucleus and subsequently can possess only certain discrete energies. Individual electron orbits are associated with specific energy levels. Integer numbers uniquely identify these levels and these integers, quantum numbers, are the ones that show up in the Rydberg equation and that are labeled n1 and n2. The integers in Rydbergs equations identify electron orbits of specific radius. In general, the larger the value of the integer, the larger the size of the orbit. Rydbergs equation says that the wavelength of the light emitted from an atom depends on two electron orbits. The interpretation is that an electron makes a transition from the initial orbit identified by the integer n1 to a final orbit identified by the integer n2. Furthermore, since there is a unique energy associated with each electron orbit, these integers n1 and n2 also identify or tag the energy of the electron. Hence, a discrete amount of energy is released or absorbed when an electron makes a transition between two orbits. In the case of the atom, when an electron makes a transition from one orbit to another with a lesser value of its identifying integer, energy is released from the atom and takes the form of emitted light of a distinct wavelength, or equivalently, of distinct frequency. So the picture we have is that electron transitions between different orbits produce different wavelengths of light and that the actual wavelength value of the light depends on the energy difference between the two orbits. Furthermore, since the energies of the different orbits and the energies of the transitions are determined by the atomic number (the number of protons in the nucleus), each atom has its own characteristic spectrum. distances and velocities around the nucleus and subsequently can possess only certain discrete energies. Individual electron orbits are associated with specific energy levels. Integer numbers uniquely identify these levels and these integers, quantum numbers, are the ones that show up in the Rydberg equation and that are labeled n1 and n2. Emission Line Spectra of Various Elements REFERANCE NO. Explanation of the above Image: First spectrum is hydrogen, typical of a hydrogen spectrum tube. Second spectrum is helium, typical of a helium spectrum tube. Third spectrum is lithium, as typically from a flame or an electric arc. Fourth spectrum is neon. Fifth spectrum is low pressure sodium, but with secondary lines exaggerated. Sixth spectrum is argon, typical of an argon glow lamp or spectrum tube. Next spectrum is copper, drawn using a wavelength table and Ioannis Galidakis photos of a copper arc spectrum (see link below). Oxide lines which may appear in the flame spectrum are not shown. Next spectrum is zinc, drawn using a wavelength table and a photo by Ioannis Galidakis of a zinc arc spectrum. Intensity of the red line is shown for the slightly greenish light blue usual zinc arc, but Ioannis reports getting a pinkish zinc arc and shows the red line to be brighter. Next spectrum is barium. Oxide lines are not included. Next spectrum is krypton. Ion lines typical of flashlamp use are not included. Next spectrum is that of the most common variety of metal halide lamp, which is basically a mercury vapor lamp enhanced with iodides of sodium and scandium. Next spectrum is that of a xenon flashtube of lower-than-usual pressure, operated with a higher than usual voltage and a lower than usual energy level to favor a line spectrum. An actual typical xenon spectrum generally has a strong continuous spectrum, which I show more dimly than actually occurs in order to show the lines. The lines are mainly those of excited xenon ions, rather than excited neutral xenon atoms. At lower current, the most distinct visible spectral lines are two close together in the blue and the brightness is usually low. Next spectrum is high pressure mercury vapor, typical of a mercury vapor lamp. Low pressure mercury vapor has a similar spectrum except the green line is slightly dimmer and the yellow lines are significantly dimmer. Next one after that is a mercury lamp with the common Deluxe White phosphor. Next one after that is a compact fluorescent lamp of the 2700K color. Emission line spectra of various other elements is given below APPLICATIONS: Emission Spectroscopic techniques are used in Flame Emission Spectroscopy Energy spectra are used in astrophysical spectroscopy. Energy Spectra are used in Optical Spectroscopy

Characterization in Hawthornes Young Goodman Brown Essay -- Young Goo

Characterization in â€Å"Young Goodman Brown†Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚      The dialogue, action and motivation revolve about the characters in the story (Abrams 32-33). It is the purpose of this essay to demonstrate the types of characters present in Nathaniel Hawthorne’s â€Å"Young Goodman Brown,† whether static or dynamic, whether flat or round, and whether protrayed through showing or telling.    There are only three well-developed, or three dimensional characters, in this short story, and they are the protagonist, Goodman Brown, and his wife, Faith, and the fellow-traveller or the devil. Faith is, of course, less well developed than her husband; much of her development comes from inference rather than from action,dialogue and explicitly expressed motivation as in the case of Goodman Brown.    From the very outset of the tale, Goodman is a person of action: â€Å"YOUNG GOODMAN BROWN came forth at sunset, into the street of Salem village, but put his head back, after crossing the threshold, to exchange a parting kiss with his young wife.† The reader sees him develop emotionally even as he walks away towards the woods:    So they parted; and the young man pursued his way, until, being about to turn the corner by the meeting-house, he looked back and saw the head of Faith still peeping after him, with a melancholy air, in spite of her pink ribbons.    "Poor little Faith!" thought he, for his heart smote him. "What a wretch am I, to leave her on such an errand! She talks of dreams, too. Methought, as she spoke, there was trouble in her face, as if a dream had warned her what work is to be done tonight. But, no, no! 'twould kill her to think it. Well; she's a blessed angel on earth; and after this one night, I'll cling to h... ...h these grave, reputable, and pious people, these elders of the church, these chaste dames and dewy virgins, there were men of dissolute lives and women of spotted fame, wretches given over to all mean and filthy vice, and suspected even of horrid crimes.    In this essay on Nathaniel Hawthorne’s â€Å"Young Goodman Brown† we have seen that the narrator’s use of the showing technique presents two dynamic characters, three round characters and a host of undeveloped, static characters.    WORKS CITED    Abrams, M. H. A Glossary of Literary Terms, 7th ed. New York: Harcourt Brace College Publishers, 1999.    Hawthorne, Nathaniel. â€Å"Young Goodman Brown.† 1835. http://www.cwrl.utexas.edu/~daniel/amlit/goodman/goodmantext.html    Wagenknecht, Edward. Nathaniel Hawthorne – The Man, His Tales and Romances. New York: Continuum Publishing Co., 1989.

Stars :: essays research papers

STARS The magnitude scale was invented by an ancient Greek astronomer named Hipparchus in about 150 BC He ranked the stars he could see in terms of their brightness, with 1 representing the brightest down to 6 representing the faintest. Modern astronomy has extended this system to stars brighter than Hipparchus' 1st magnitude stars and ones much, much fainter than 6. As it turns out, the eye senses brightness logarithmically, so each increase in 5 magnitudes corresponds to a decrease in brightness by a factor 100. The absolute magnitude is the magnitude the stars would have if viewed from a distance of 10 parsecs or some 32.6 light years. Obviously, Deneb is intrinsically very bright to make this list from its greater distance. Rigel, of nearly the same absolute magnitude, but closer, stands even higher in the list. Note that most of these distances are really nearby, on a cosmic scale, and that they are generally uncertain by at least 20%. All stars are variable to some extent; those which are visibly variable are marked with a "v". What are apparent and absolute magnitudes? Apparent is how bright the appear to us in the sky. The scale is somewhat arbitrary, as explained above, but a magnitude difference of 5 has been set to exactly a factor of 100 in intensity. Absolute magnitudes are how bright a star would appear from some standard distance, arbitrarily set as 10 parsecs or about 32.6 light years. Stars can be as bright as absolute magnitude -8 and as faint as absolute magnitude +16 or fainter. There are thus (a very few) stars more than 100 times brighter than Sirius, while hardly any are known fainter than Wolf 356. Star, large celestial body composed of gravitationally contained hot gases emitting electromagnetic radiation, especially light, as a result of nuclear reactions inside the star. The sun is a star. With the sole exception of the sun, the stars appear to be fixed, maintaining the same pattern in the skies year after year. In fact the stars are in rapid motion, but their distances are so great that their relative changes in position become apparent only over the centuries. The number of stars visible to the naked eye from earth has been estimated to total 8000, of which 4000 are visible from the northern hemisphere and 4000 from the southern hemisphere. At any one time in either hemisphere, only about 2000 stars are visible.