The Case of the Test Market Toss-up Essay Example for Free

The Case of the Test Market Toss-up Essay In this case, the top management put the new frozen dessert Sweet Dream on ice; however, the product manager felt it was not a correct decision and tried to persuade the top managers to reconsider. The company of Paradise Foods didn’t realize the threat on LaTreat and the opportunities on Sweet Dream. They didn’t embrace the concept of using analytical marketing research based on computer technologies as the premise of the right decision. The issues are: 1. The research data on Sweet Dream seemed to steal the share from LaTreat. 2.  The top managers didn’t really understand the meaning of the analytical numbers which Bill got from the marketing research and only considered that the return was low so that decided to stop Sweet Dream and try another new concept. 3. The company didn’t recognize the threat on LaTreat and the chance of Sweet Dream; Bill has cleared up the data that the sales of LaTreat was only on promotion and was interested in persuading the committee to continue Sweet Dream. The company should put the position of LaTreat in perspective and distinguish the different positioning of LaTreat and Sweet Dream. According to the â€Å"Product Life Cycle†, LaTreat has already been in the area of maturation and the company should launch a new product or exploit a new market to make more profit. Moreover, the company should adjust the promotion of LaTreat in case that the strategy of lower prices would ruin the value of the brand. In contrast, the product manager should do a simple and easy understanding report to the top managers because of the communications difficulties and related misunderstandings. LaTreat was the first â€Å"super premium† in the Paradise Foods’ history. As more and more new entrants enter the frozen specialties market, the competition has stiffened. The demand of LaTreat is getting saturation, so the market needs another new product, or the sales would be down sooner or later. The 18 months trial of Sweet Dream has gotten a considerable data that Sweet Dream would be a promising product. If Paradise Foods cuts down this new product, other companies will take over it and make it a significant profit which will take the share of Paradise Foods. LaTreat and Sweet Dream were different products that the ingredients and functions are different. Although there was some shifting from LaTreat to Sweet Dream, the two products are not the cannibalization that if Sweet Dream is facing to the present market which would be the product development strategy or if it is facing to the new market which would be the diversification strategy. Besides, the company had used the inappropriate promotion which brought the customers into the price-sensitive types that would decrease the value of brand and the loyalists. Paradise Foods has used the advanced computer-based research services to do the marketing analysis of Sweet Dream and it also has planned two different areas with different advertising and promotion strategies. However, the Sweet Dream product manager, Bill has made a complex report in 40 pages which has lead to the little interest and patience for the top managers to read and understand; and the committee only see that Sweet Dream didn’t produce the revenues they want. Furthermore, Bill hasn’t analyzed the situation of LaTreat at the beginning which would make the top managers recognize the threat of LaTreat and support the necessary and feasibility of the new product. Besides, if the company wants to try another concept of the new product, it will take more time than Sweet Dream which will let another competitor win the first chance. In addition, the promotion in LaTreat has made it be a price-sensitive product and the company has kept the profits and sales by shifting print and TV money into coupons and rebates which was not a long-term strategy. There are two alternatives to deal with this case. One alternative is to accept the decision made by the top management: shut down Sweet Dream, try another new concept and adjust the promotion strategy of LaTreat. Changing the promotion of LaTreat would make the product life cycle longer in order to keep it in making profits. However, trying another new concept will take a long time to realize and it has the indeterminate potential risk to success or failure. Besides, the time is also another key to be successful that the longer it takes, the more risk it will be defeated. The other alternative is to make another report combined with the analytical research of LaTreat in an easy understanding way in order to make sure the top managers know what the numbers mean and do the best to persuasive the top managers to reconsider. Because it did well in Midland and Pittsfield and it just needs some adjustments that will be successful. Moreover, it saves time and start another profit line in Paradise Foods. The company should choose the latter alternative. Sweet Dream is not a totally failure and it did well in Midland and Pittsfield. In contrast, LaTreat is tiring out and is only surviving on promotions; in addition, the loyalists of LaTreat were shrinking. LaTreat is a weakening brand; while, sweet dream would be a strong brand if it is allowed to survive. The company can take three steps to measure the success of Sweet Dream. First of all, it should meet the hurdle rate within six months. Moreover, it should take some proportion of Paradise Foods and also reach the level which can be compared with the level of LaTreat’s profits. Finally, the proportion of Sweet Dream and LaTreat has been changed that Sweet Dream makes more profits than LaTreat.

Metabolic pathways for Diclofenac

Metabolic pathways for Diclofenac Diclofenac (2-(2,6-dichlo ranilino)phenyl acetic acid) Diclofenac is a nonsteroidal anti-inflammatory drug (NSAID) widely used to reduce inflammation and pain in conditions which include, but not limited to ankylosing spondylitis, arthritis, osteoarthritis and acute pain. Diclofenac, a phenyl acetic derivative, is a lipophilic and weakly acidic compound made up of two twisted aromatic rings. Molecular structure: Diclofenac exerts its pharmacological activity by non-selectively inhibiting cyclooxygenase (COX), an enzyme responsible for the conversion of the polyunsaturated fatty acid, arachidonic acid, into prostaglandins, thromboxanes and prostacyclins (Schweitzer et al., 2009). Prostaglandins are involved in maintenance of organ systems such as protection of the stomach wall or for the kidney function. They are also mediators of pain and inflammation. The most commonly observed side effects of Diclofenac are gastrointestinal disturbances and these may include abdominal pain, constipation, flatulence, diarrhoea, dyspepsia, gross bleeding/perforation, heartburn, nausea, GI ulcers (gastric/duodenal) and vomiting. Other side effects that may occur include impaired renal function, anemia, dizziness, oedema, headaches, increased bleeding time and allergic reactions (pruritus, rashes and tinnitus). Metabolism of Diclofenac The metabolism of Diclofenac mainly takes place in the liver and involves two major pathways, oxidative metabolism and conjugation to glucuronic acid. Metabolic pathways for Diclofenac (Vickers, 2008) The oxidative metabolism (ring hydroxylation) of Diclofenac is catalysed by two enzymes of the cytochrome P450 family namely CYP2C9 and CYP3A4 (Boelsterli et al., 2007). This results in the formation of 4-hydroxydiclofenac and 5-hydroxydiclofenac as the major metabolites. A number of other mono- or dihydroxylated or methoxylated metabolites may also result. The 4-OH and the 5-OH metabolites of diclofenac can be further oxidized to a highly recative p-benzoquinone imine with great potential for redox cycling and hence oxidative stress. These metabolites are excreted from the body through the renal route. Diclofenac is also conjugated to activated glucuronic acid (Uridine diphosphate glucuronic acid-UDPGA) in a reaction catalysed by UGT2B7 in humans and UGT2B1 in rats. This results in the formation of an acyl glucuronide which is a potentially reactive metabolite. The electrophilic carboxy carbon on the acyl glucuronide reacts with the sulfhydril group on proteins, forming covalent adducts. The acyl glucuronide can be further metabolized to 4_-OH-diclofenac acyl-glucuronide by CYP2C8, and subsequently to a benzoquinone imine which can pose oxidative stress to cells by redox cycling. The conjugation of Diclofenac to acyl glucuronide (Boelsterli et al., 2007) The acyl glucuronides are largely excreted from the body through the billiary system. The Diclofenac acyl glucuronide anions are transported from the hepatocytes into the biliary canaliculus by the canalicular anion transporter, multidrug resistace-associated protein (Mrp2). The enterohepatic circulation of Diclofenac metabolites (Boelsterli et al., 2007) During the transportation process, some of the most reactive metabolites will react to form covalent bonds with canalicular proteins and others in distal locations in the biliary tree. In the small intestines, a bacterial enzyme ß-glucuronidase, cleaves the acyl glucuronides to an aglycone which is readily reabsorbed. This phenomenon is referred to as enterohepatic cycling. ß-glucuronidase resistant iso-glucuronides are excreted. The overall exposure to Diclofenac and its metabolites is therefore increased. Diclofenac-induced toxicities The use of Diclofenac is often associated with certain toxicities, although some of them are not very common and therefore are not quite predictable. The major ones include gastrointestinal disturbances, hepatotoxicity and nephrotoxicity. Gastrointestinal disturbances (dyspepsia and ulceration) Diclofenac related gastrointestinal disturbances are thought to be related to its mechanism of action (Takeuchi et al., 2003). There are two important isoforms of the enzyme cyclooxygenase, COX-1 and COX-2. The inducible COX-2 is stimulated by tissue or cell injury to break down arachidonic acid to form prostaglandins involved in the regulation of pain and inflammation. The constitutive COX-1 is involved in the formation of prostaglandins and thromboxanes that take part in the normal tissue homeostasis and this include protection of the gastric mucosal lining from gastric acid. Upon inhibition of COX-1 by Diclofenac, the mucosal lining is left unprotected and disturbances may ensue. This may be related to the dose. Drugs with more selectivity towards the COX-2 isoform are safer in this regard. Hepatotoxicity The liver is highly susceptible to xenobiotic-induced toxic injuries because it is functionally interposed between the site of absorption and the systemic circulation, hence all drugs pass through the liver before reaching the systemic circulation. More so it is a major site of metabolism and elimination of foreign substances. Diclofenac is a generally safe drug within its therapeutic ranges, however its use can, in rare cases, result in severe hepatic injury (Boelsterli et al., 2003) Significant hepatotoxicity was also noted with the other pioneer NSAIDs and they were subsequently withdrawn from the market (Kaplowitz), for example benoxaprofen, piniprofen and fenclofenac to name but a few. Hepatoxicity is mainly characterised by jaundice, fatigue, anorexia nausea and vomiting. Liver toxicity is typical example of idiosyncratic drug toxicity because of liver injury is not a reproducible effect and lacks a simple dose-response relationship (Boelsterli et al. 2003). Mechanism of Diclofenac induced liver injury As with many xenoniotics, there is a casual link between the metabolism and binding of Diclofenac with its adverse effects and toxicities. The lipophilic nature of Diclofenac and its ability to form reactive metabolites (Diclofenac acyl glucuronides and the hydroxyl metabolites) are the features postulated to be associated with hepatotoxicity. Diclofenac is thought to induce liver damage through various mechanisms which may include acylation of hepatobiliary proteins, mitochondrial dysfunction, oxidative stress and immune response. Acylation of hepatobiliary proteins (Boelsterli et al., 2007) Diclofenac acyl glucuronides have electrophilic centers that can covalently bind with some proteins in the biliary tree. Most of the target proteins have sulfhydril groups. The canalicular ectoenzyme, dipeptidyl peptidase IV (DPP IV) is an example of an important target protein for the acyl glucuronides. DPP IV is a multifunctional transmembrane glycoprotein and exopeptidase. DPP IV is more susceptible as a target protein for the acyl glucuronides because: It contains many sulfhydryl goups, making it a good target for the acyl glucuronides. DPP IV is located very close to the Mrp2, the pump responsible for the vectorial transport of the conjugates. The acyl glucoronides are highly concentrated in the canaliculus by the Mrp2 protein The slightly alkaline pH in bile favours hydrolysis of the acyl glucuronides, hence their possible reactions with target proteins. A possible link between covalent binding and toxicity was delineated in rats, where inhibition of Diclofenac metabolism using the general CYP inhibitors greatly reduced hepatotoxicity (Vickers, 2008). The mechanism of DPP IV covalent binding with Diclofenac acyl glucuronide(Boelsterli et al., 2007) Mitochondrial Dysfunction (Boelsterli et al., 2003) Mitochondrial dysfunction has long been implicated as a primary indicator of hepatotoxicity (Vickers, 2008). Diclofenac can act as a protonophoretic compound thereby uncoupling the electron transport chain. This dissipates the proton gradient required for ATP production. Diclofenac and its metabolites may also produce oxidative stress which may affect mitochondrial membrane permeabilization (increased permeability of mitochondria outer membrane and opening of the mPT) (Woen Ping Siu et al, 2008). The formation of diclofenac cation radicals and quinone imine associated redox cycling produces a lot of oxidative stress to cells leading to Diclofenac toxicity. When rats and human liver cells were treated with Diclofenac, an increase in the expression of hemeoxygenase 1 (Hmox1) was noted in line with changes in the redox state and induction of oxidative stress (Vickers, 2008). These events lead to the release of pro-apoptotic proteins and bursting of the outer membrane. Immune response Some clinical features noted in some patients provided the evidence that the immune-allergic reactions are involved in Diclofenac-induced liver injury (Boesterli et al 2003). These include allergy symptoms, presence of IgM antibody, and hypersensitivity reaction in an inadvertent rechallenge to Diclofenac. All these are pointing towards immune response as a possible mechanism for Diclofenac-induced hepatotoxicity, however the real mechanism is still elusive. Nephrotoxicity Diclofenac is increasingly being associated with renal toxicity. Diclofenac-induced renal toxicity in humans has been cited in literature (Lin et al. 2008). In veterinary medicine, marked decreases in population of certain vulture species were attributed to ingestion of carcases contaminated with Diclofenac residues (Swan et al., 2006, Naidoo et al. 2007, Lin et al. 2008, Naidoo et al., 2009). In all the cases, the vultures died due to renal failure. Most studies attributed this to high plasma uric acid levels and the production of ROS (Swan et al., 2006, Naidoo et al., 2007, Naidoo et al., 2009a, 2009b,). Diclofenac is said to inhibit the the p-amino-hippuric acid (PAH) channel and subsequently the transport of uric acid (Naidoo et al. 2009a). The resulting accumulation of uric acid in blood causes deleterious effects such as gout and increased intracellular ROS upon prolonged Diclofenac use (uric acid is an intracellular antioxidant). References A Schweitzer, N Hasler-Nguyen and J Zijlstra, 2009. Preferential uptake of the non steroid anti-inflammatory drug diclofenac into inflamed tissues after a single oral dose in rats. J. BioMed Central Pharmacol. 9:5 Alison E.M. Vickers, 2008. Tissue slices for the evaluation of metabolism-based toxicity with the example of Diclofenac. Chemico-Biological Interactions 179 (2009) 9-16) Boelsterli et al., 2003. Diclofenac-induced liver injury: a paradigm of idiosyncratic drug toxicity. Toxicol and Appl Pharmacol. ;192(3):307-322 Boelsterli et al., 2007 Mechanistic Toxicology. The molecular basis of how chemicals disrupt chemical targets K. Takeuchi, A. Tanaka, R. Ohno, A.Yokota, 2003. Role of COX inhibition in pathogenesis of NSAID-induced small intestinal damage. J Physiol Pharmacol. 54 Suppl 4:165-182 Lin Eng Ng, Barry Halliwell, Kim Ping Wong, 2008. Nephrotoxic cell death by diclofenac and meloxicam. Biochemical and Biophysical Research Communications 369 (2008) 873-877 N Kaplowitz (Editor). Drug-Induced Liver Disease Naidoo V et al., 2007. Validating the domestic fowl as a model to investigate the pathophysiology of diclofenac in Gyps vultures. Environmental Toxicology and Pharmacology 24 (2007) 260-266 Swan E.G et al., 2006. Toxicity of diclofenac to Gyps vultures. Biology. Letters. (2006) 2, 279-282 V. Naidoo , G.E. Swan 2009a. Diclofenac toxicity in Gyps vulture is associated with decreased uric acid excretion and not renal portal vasoconstriction. Comparative Biochemistry and Physiology, Part C 149 (2009) 269-274 V. Naidoo, K. Wolter, R. Cuthbert, N. Duncan, 2009b. Veterinary diclofenac threatens Africas endangered vulture species. Regulatory Toxicology and Pharmacology 53 (2009) 205-208 Woen Ping Siu et al, 2008. Bax-mediated mitochondrial outer membrane permeabilization (MOMP), distinct from the mitochondrial permeability transition, is a key mechanism in diclofenac-induced hepatocyte injury: Multiple protective roles of cyclosporin A. Toxicology and Applied Pharmacology. 15;227(3):451-561

Baker :: essays research papers

Director of Bakery Cooperative My buddy is a baker out in DowningTown J$G Bagelry so I thought reading about a baker would be nice start to see what he does after he leaves home at one two in the morning to not return until midday. I know a few things about what by buddy does one is that you can't stay in the same bakery for more than 8 hours in a row or you get kind of sick I know he has to manage a bunch of people at two different bakeries. It seems like a job that could be fun but bad hours and a lot of responsibility. The one thing that would be hard is that my friend has to stay till the work is done and that can be 48 hour days. I want to work there but I bet they are out of business by now. The ideas that are held in esteem by these people are some things I want to be part of. First, the idea of community involvement stated as such, "We hire only nationhood people. We will hire anyone who can do the work. There have been all ages." (467). The other idea I like is that there is no owner and it's non profit, as the put it, "I'm the director. It has no owner. Originally I owned it. We're a nonprofit corporation 'cause we give our leftover bread away, give it to anyone who would be hungry."(447). They seem to mean that witch they say about giving away food I was most impressed with the story of the naborhood drunk, it goes something like this A drunk, who had obviously had a hard day's night, enters. There is a soft discussion. She hands him a loaf. He leaves, "He asked me for a quarter.

Sir Gawain in Transition Essays -- Sir Gawain Papers

Sir Gawain in Transition Sir Gawain has played a significant role in Arthurian legends since the Middle Ages. His first major appearance in Sir Gawain and the Green Knight depicts Gawain as a warrior rather than a womanizing knight like others from King Arthur's court. Even in Sir Gawain and the Green Knight, Gawain focuses on his battle with the green knight rather than the advances of Bercilak's wife. During Gawain's visit to Bercilak's castle, his wife makes three specific advances to entice Gawain into an adulteress relationship. Although Gawain faces certain death with the Green Knight, he declines any sexual involvement with Bercilak's wife. Gawain's character remains faithful to his warrior image by rushing into battle with the green knight rather than prolonging his stay at Bercilak's castle. Although he exhibits this obsession with battle in many stories, Gawain's role changes drastically between his appearance in The Wedding of Sir Gawain and Dame Ragnell and his later appearance in Howard Pyle's "The Story of King Arthur and His Knights." Although these stories employ similar plots, Gawain's character undergoes's a dramatic transformation. In The Wedding of Sir Gawain and Dame Ragnell Gawain reveals his loyalty to King Arthur by agreeing the marry the "Loathly" lady after she saves the king's life. This not the first appearance of the "loathly" lady in Medieval literature. In Chaucer's Canterbury Tales, the "Knight's Tale" reiterates the "familiar folklore motif [that] concerns the transformation of the ugly hag into a beautiful woman after a man has placed himself under her 'sovereynte'" and incorporates "the theme of A Riddle Asked and Answered" (Wilhelm 467). .. ...en he learns to love the women he marries, Gawain argues with his new wife and then mutters "so be it" when confronted with her choice. Gawain refuses to learn from his mistakes in Pyle's story. In both Pyle's story and The Wedding of Sir Gawain and Dame Ragnell, Gawain does not battle as he does with the green knight; instead, he marries and enters the marital war zone rather than those fought on the battlefield. Bibliography Lupack, Alan, ed. Modern Arthurian Literature. New York: Garland Publishing, Inc., 1992. Vasta, Edward. "Chaucer, Gower, and the Unknown Minstrel: The Literary Liberation of the Loathly Lady." Exemplaria. 395-419. Wilhelm, James J., ed. The Romance of Arthur. New York: Garland Publishing, Inc., 1994. Web Text version of The Marriage of Sir Gawain and Dame Ragnell is at http://rodent.lib.rochester.edu/camelot/teams/ragnell.htm

Oil and Economic Change in Texas

Oil and Economic Change in Texas Oil and Economic Change, 1890 – 1945 History 226 Fall 2012 #14 I. Connections a. Memory i. Texans were more innovative and wanting to lead the march into the west. ii. Memory changes from southern memory to Alamo Texas revolution. 1. 1890-1945 attitude changed as Texas Economy grew b. Politics iii. Often been the case that politics either helps or hurts economic iv. Doesn’t have a federal government to actively enforce the 13th, 14th amendments. v. One of the reasons for astounding growth of Houston – federal investment.More willing to go to federal government or state government. vi. Government helps to make a more rational government c. The Beyond vii. Texas influenced by lower south as it moves toward succession. 2. Drug in by succession viii. Economic 3. Markets in Europe cotton 4. Inventions of machines empowered by Petroleum 5. Had there been no market, there would be no oil boom. a. Connections with all of these points. b. All part of the same puzzle 6. Connections between economic things and other prominent features. d. Slight decline in island communities ix.Going to the store, using the railroads through transportation x. Economic change had an effect on social change. 7. Parts of history, parts of transformation process II. Extension of the Market e. Transportation and communication xi. Revolution in the 1840’s 8. Extensive railroad construction and Texas has telegraph, radio and telephone. f. Money and banking xii. Technology of railroads and communications xiii. Texas after the civil war was land rich but cash poor. xiv. Flow of capital was investments. 9. Became easier, had the creation of a better money and banking system g.Consumer demand and supply xv. Someone has to work the system of supply and demand for petroleum. xvi. Production of cotton – much demands h. Texas was a place that had a relatively sophisticated banking system. xvii. Reinvest earnings into local banking econo my. i. Economic Colonialism? xviii. People who control the money and control momentum have an ordinant control over prices of transportation and colonialism. 10. Large corporations milked Texas 11. Texas was able to react to economic colonialism c. Texans in banking out of state banks could not do business in the state of Texas. i.Only Texas banks so money made in banking remained in Texas 12. xix. Making oil and leaving cake on stock car. 13. Put oil onto stock market. 14. Market becomes more sophisticated as money and banking increase xx. Same is true of consumer demand and supply 15. Cash only scores xxi. Modern consumer site – specialize in one or two things and buy what you need j. Greater stratigation – maybe we can make it up in land owner level. xxii. Poor got poor and the rich got richer xxiii. More people able to listen to radio and predict where cotton prices could go and what they could do.III. Role of the government and emerging Culture k. Financing of Tra nsportation and communication xxiv. Reason that Texas had a higher educational rating. xxv. Still have examples of public or private xxvi. Investment in infrastructure was important xxvii. Railroads paid for by public. 16. Periodically engaged in railroad expansion 17. On some level even though some didn’t make money. Texas as a whole made money. 18. Expands beyond simply growing cotton. – uses train. 19. Concentration in Fort Worth. d. Huge and efficient stock yards. e. Conducive for a big business like the shipyards became l.Regulation – East Texas Field xxviii. Dependable price for the freight that was brought in 20. Periodically engaged in railroad expansion 21. Over time railroad expansion expanded its duties 22. Huge pool that suddenly entered a market where the world had already entered the great depression 23. Sent east texas rangers into the rangers field to shut off price of petroleum. 24. Texas Railroad Commission f. Government was effective for the s uccess of the field of the Texas Economy m. Education xxix. Still have examples of public or private xx. Investment in infrastructure was important xxxi. Through 1945 there is a steady expansion by private schools, donors and universities. 25. Anti-colonialism – xxxii. Texas Anti-monopoly law – there was a great fear of standard oil. Fear of monopolized xxxiii. State attorney general aggressively applied n. Anti-colonialism xxxiv. Tired levels of education that we had never had before 26. High rate of return on investment xxxv. Opportunity for investment and income IV. Oil and the Multiplier Effect o. Corsicana and Spindletop xxxvi. 850’s-60’s, 70’s there wasn’t a lot of use for it. 27. Wasn’t until 1895 there was a significant field of oil. xxxvii. At first they didn’t know what to do with it but soon word got out and it began to be sold as fuel oil. 28. Instead of wasting a third of it in an oil field. 29. We’ll drill every salt owned in p. Connections, markets and government xxxviii. West Texas to East Texas xxxix. Ira and Anne Yates 30. Government provides ways for oil drillers. 31. Texas by 1945 was the number one producer of petroleum in the world. q. Expansion 1920 to 1945 xl.By 1945 Texas was number one producer in the world. 32. Geology and demands of drilling in Texas were particular in Texas 33. Houston in particular became sinners of not just petroleum companies. g. Expansion of petroleum possible. ii. Drilling, bowls, pike, storage facilities r. Industrialization and urbanization xli. Multiplier of more high tech, high skilled jobs. xlii. Goes into things like building big buildings and banks 34. Multiplier effect encourages industrialization and urbanization h. Hold autumn in your hand iii.Heor has an option of being a sharecropper 1. Spin off or multiplier effect. iv. Industrial effect. 2. The world is quite different in terms of opportunity V. The Rise and Fall of King Cotton s. Bla ckland Praries xliii. Cotton expands – more and more produce cotton. 35. Cotton was more sophisticated t. Connections, markets and government xliv. People who had the money owned it and made the money u. Cotton firms like Anderson Clayton xlv. By 1960 it was the worlds biggest cotton company 36. Perfected how to buy cotton as cheaply as possible i.How to sell cotton as cheaply as possible v. Doesn’t matter whether it is a nickel a pound or a dollar a pound. 37. Smart and understood the market v. Mechanization xlvi. Disrupted by the Great Depression 38. Price of Cotton is so low that the federal government acts to slow production. 39. Land owners take money, invest in machinery, education, better strains of cotton. j. Bulk of population, cotton no longer grown. k. Peak anchorage of the late 1920’s w. Cotton holiday of 1930 xlvii. Only 2% of the population xlviii. Economic change of a transformed society 40. After 1945 x. New Deal

Consumer Behaviour Essay

Executive Summary In this consumer behavior assignment, I used report formal. Besides that, the product that has given me the highest satisfaction when I purchased is Sony Xperia S, and I had to decide and choose Sony Xperia S this product for my consumer behavior assignment. In this consumer behavior assignment, I have introduced the product history, product background, criterias or features of product and the consumer behavior theory that relevant to my purchasing. Meanwhile, I have provided some picture of Sony Xperia S to make my explanation more distinct. Introduction of Sony Xperia S and consumer behavior theory related with Sony Xperia S and me. 1.0 Sony Ericsson’s History Sony Ericsson was established by two companies, which are Sony Corporation and Ericsson, founded in 2001 (Telford, 2008). Lars Magnus Ericsson is the creator and the director of the Ericsson Company, and he is the first person who mended telegraph equipment and opens telegraph repair workshop in Sweden, founded in 1876. After two year, he started worked with his employee to design and manufactured out the first telegraph called â€Å"electrical speech machine’’ in Ericsson Company (Nilsson, 2001). Following figure 1.1 shows the electrical speech machine. Figure 1.1 Japan country is the first created Sony product. Formerly, all Sony products are under by Tokyo Telecommunications Engineering Company. In 1958, the name of company was officially changed to Sony Corporation and established in Nihonbashi. In 1968, Sony product was a famous technology product in global technology market. Meanwhile, Sony Corporation succeeded as one of the best consumer electronic brands in the world. In 2001 October, Sony Corporation and Ericsson agreed to cooperate and create a Sony Ericsson brand phone, meanwhile Sony Ericsson Mobile Communications AB was established from 2001 until present. Sony Ericsson C1002S is the first phone released from Sony Ericsson Mobile Communications AB. Following figure 1.2 shows the Sony Ericsson C1002S. Figure 1.2 Beside that, Sony Ericsson Mobile Communications AB vision statement is to become the communication entertainment brand and mission statement is to provide quality end to end communication services to small and medium sized corporate business (coolpatil, 2010). 2.0 Sony Xperia S Background In this era, smartphone is a very popular electronic phone for all people, such as Iphone, Sony Xperia, Samsung galaxy, HTC and so on. Besides that, Sony Ericsson Mobile Communications AB was released and created many different model, different design, and different specifications of phone. For example, the first generation Sony Ericsson mobile phone was keypad phone. Next, in second generation, Sony Ericsson Mobile Communications AB used Walkman and Cybershot camera combine it together with Sony Ericsson phone and released to consumers. The second generation mobile phone is to attract consumers, who likes to take photo and likes listen music or song. Furthermore, in third generation, Sony Ericsson Mobile Communications AB released and manufactured smartphone to consumer like Sony Xperia S. As a result, we can see Sony Ericsson Mobile Communications AB was created every new phone depend on future generation. 3.0 Nature of Sony Xperia S The product I choose for this assignment is Sony Xperia S. In 5 March 2012, Sony Xperia S was emerging to all country (McCann, 2012). Sony Xperia S is an Android Gingerbread device, which is upgradable to Android ICS. Sony Xperia S just one simple squares, curves, and vogue look external design. Meanwhile, Sony Xperia S possesses the transparent strip below the display and display screen of the phone is 4.3-inch with Sony’s Bravia HD technology wide and it has a resolution of 720 x 1280 pixels and measurement was 128 x 64 x 10.6mm. The weight of Sony Xperia S is 144grams and it is only 10.6mm thickness. Furthermore, Sony Xperia S just available two colours, that is black and white (Diangson, 2012 ). Following figure 3.1 shows the introduction of Sony Xperia S. Figure 3.1 After that, figure 3.2 shows Sony Xperia S having a 3.5mm headphone jack and unlock buttons or power on the top. Besides that, figure 3.3 shows on the right side having a volume buttons, a dedicated camera button, a HDMI out socket (the cable came in our box) and figure 3.4 shows flap-covered Micro USB on the left side (Savov, 2012). In figure 3.5 shows the front of the phone possesses the front facing 1.3megapixel camera. Moreover, figure 3.6 shows the rear cover possess camera 12-megapixel lens, LED flash light, secondary mic, loudspeaker and at the bottom of the phone are present Sony Ericsson logo (Lavelle, 2012). Figure 3.2 Figure 3.3 Figure 3.4 Figure 3.5 Figure 3.6 4.0 The criterias or features of Sony Xperia S The criteria or features of Sony Xperia S that I felt most satisfying are Sony Xperia S’s specification because there are many different types of specification available and inside Sony Xperia S. Which are, PlayStation Certified, high-definition display, HD Video playback, great camera capture, and android application system (Warman, 2012). In this era, I believe most teenage (especially male), prefer to play video game with their computer, phone and game consoles. Besides that, Sony Ericsson Mobile Communications AB used and applies PlayStation Certified and install into Sony Xperia S (Bell, 2012). The role of PlayStation Certified inside the Sony Xperia S is showing out the fantastic HD game display and able to connect to television and enjoy a wide range of games on the big screen. Meanwhile, PlayStation certified also able to receive 3D games and high graphic game like Need for Speed Shift by EA (Bell, 2012). Moreover, PlayStation Certified inside the Sony Xperia S are being a lot of convenient to me, because I can save more money to buy Play Station 2 or Play Station 3 and CD game. Besides that, I can free download some of game via internet. Following figure 4.1 shows the Sony Xperia S possesses PlayStation Certified. Figure 4.1 Besides that, I believe many of consumers same as me prefer high-definition display on their own mobile phone. Meanwhile, Sony Xperia S possesses 342 pixels per inch and 4.3†³ screen with Mobile BRAVIA Engine to present out the performance of extremely sharp images and HD screen (Savov, 2012). Mobile BRAVIA Engine also able to present out more than 16 million colors, in order to the video games, picture or images and video display present more clearly with high performance detail. This Mobile BRAVIA Engine is to fulfill consumers, who like to seek for ultimate visual crispness (Savov, 2012). Meanwhile, I feel that, Sony Xperia S’s screen is clearly than Iphone and Samsung galaxy’s screen. Following figure 4.2 shows the screen performance of Mobile BRAVIA Engine. Figure 4.2 Furthermore, I am most satisfying in Sony Xperia S HD Video playback, because I like recording video with clear graphics in the celebration of birthday with friends and family or other interesting of event (Lavelle, 2012). When I playback any of the video, it is able to play in HD videos and streaming, because Sony Xperia S possesses HD video recording and can be done at 1080p and 30 fps. Besides that, Sony Xperia S having a great HD Video playback means having a great deep impression for me (Lavelle, 2012). Following figure 4.3 shows the performance of HD Video playback. Figure 4.3 Besides that, I also prefer to use Sony Xperia S to capture any picture and scenery, because Sony Xperia S camera features an impressive 12 MP camera that can take pictures with HD clarity (Lavelle, 2012). After pictures is taken, Sony Xperia S able to improve the image quality. Sony Xperia S also possesses ready to shoot in short order, it mean that, Sony Xperia S able to take 2 or 3 picture in one second (Warman, 2012). Furthermore, I were pleasantly surprised during under bright conditions, Sony Xperia S’s Exmor R sensor will automatically focus in bright conditions to capture out a picture still in great clarity (Diangson, 2012 ). Refer to figure 4.4 Sony Xperia S’s camera also possesses special features like a self timer, autofocus, scene recognition and 3D sweep panorama to view picture on the multi-angle 3D display (Savov, 2012). Following figure 4.5shows the performance of capture image. When I compare Sony Xperia S and Iphone, I feel that Iphone are possess seldom features. For example, Iphone not provide landscape mode, night scene mode, and beach or snow mode. Figure 4.4 Figure 4.5 Lastly, I also like android application system in Sony Xperia S, because it’s convenient to me download any apps like games, entertainment, news, music, media and video via android. Besides that, most apps are free download like angry bird, temple run and draw something. Moreover, all the android apps are easy to download, high speed, convenient and download according to your tastes (Diangson, 2012 ). Furthermore, it helps me done the work early, save time, and many of apps to fulfill me. Following figure 4.6 shows the Sony Xperia S using android application system. Figure 4.6 5.0 Consumer behavior theory that relevant to my purchasing The first theory was influence me with Sony Xperia S is opinion leadership. The definition of opinion leadership is a one person influence and persuades the buying behavior of others. After that, I felt the celebrities or spokespeople influence and persuade me to purchasing Sony Xperia S is Daniel Craig, who is the character of James Bond in 007 movie and Skyfall movie. Opinion leadership theory that linked to me is high esteem by those that accept Daniel Craig opinions. High esteem will give me a boost of strong confidence, because Daniel Craig in character of James Bond is a strong man and smart. Daniel Craig is a main Sony’s consumer innovator. Following figure 5.1 shows the Daniel Craig represent Sony smartphone. Figure 5.1 The second theory I was learn is learning theory. Learning theory is a model of psychology that explains human learning about purchase product or service, gain wisdom and experience for future use. I felt my mind just only focus on Sony Xperia S, because I believe everybody same as me know Sony products is reliable and famous brand in global’s electronic product. The learning theory that linked to me is knowledge. Knowledge will improve my wisdom. Besides that, that, more Sony’s product advancement, more knowledge and experience I received. Following figure 5.2 shows the famous brand name Sony. Figure 5.2 The third theory was involving Sony Xperia S and me is perception. The definition of perception is the process of acquiring, selecting, interpreting and organizing sensory information. I felt all Sony products like Sony Xperia S was attracted me to purchase, when I watched Sony Xperia S advertisement. Perception theory that linked to me is sensation. A good Sony Xperia S advertisement, influence me to buy and try Sony Xperia S. Furthermore, information inputs also involve in my sensation. For example, sight, hearing and touch. When I sight on Sony Xperia S advertisement and I felt that, Sony Xperia S is a new product. Moreover, when I hear introduction of Sony Xperia S and I felt that, Sony Xperia S is a good specification smartphone. Lastly, when I go to Sony shop and I try to touch Sony Xperia S and I felt that, Sony Xperia S is a high quality smartphone. Following figure 5.3 shows Sony Xperia S’s advertisement poster. Figure 5.3 The fourth theory was involving Sony Xperia S and me is personality. Personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situation. I felt my personality is just only like Sony product, because I’m also a Sony’s fans. Personality theory that linked to me is self-concept. Self – concept give me a boost of decision making, because I will follow my personality to make a decision. For example, I see most of my friend like to use Iphone, but I want to different with them, so I decide to choose Sony Xperia S. Besides that, I like android application system more than apple store application system. Following figure 5.4 shows android application system available in Sony Xperia S. Figure 5.4 The last theory was involving Sony Xperia S and me is reference group. The definition of reference group is individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Reference group theory that linked to me is families and friends. Families are a one group influences me to choose Sony Xperia S, because my father and mother also like to use Sony’s product. For example, my mother always buys Sony’s music speaker and my father like to use Sony’s laptop. Besides that, friends also influence me, because most of my friends like to purchase Sony walkman, Sony camera, and Sony laptop. When having this reference group, I prefer to follow brands that my families and friends choose. Conclusion In conclusion, Sony Xperia S is a great smartphone for us, because Sony Xperia S provides a lot of convenience to us. For example, improve our standard of living, save time, and solve a lot of problem. Besides that, several different type of consumer behavior theory related Sony Xperia S and me. Each type of consumer behavior theory will explain and describe the definition. Meanwhile, consumer behavior is related with our human life, and human’s perception. Moreover, different people have a different type of personal behavior.

The Conquest of the Aztec Empire

From 1518-1521, Spanish conquistador Hernan Cortes and his army brought down the mighty Aztec Empire, the greatest the New World had ever seen. He did it through a combination of luck, courage, political savvy and advanced tactics and weapons. By bringing the Aztec Empire under the rule of Spain, he set events in motion which would result in the modern-day nation of Mexico. The Aztec Empire in 1519 In 1519, when the Spanish first made official contact with the Empire, the Aztecs ruled most of present-day Mexico either directly or indirectly. About one hundred years before, three powerful city-states in central Mexico — Tenochtitlan, Tlacopan and Tacuba — united to form the Triple Alliance, which soon rose to pre-eminence. All three cultures were located on the shores and islands of Lake Texcoco. Through alliances, wars, intimidation, and trade, the Aztecs came to dominate most of the other Mesoamerican city-states by 1519 and collected tribute from them. The pre-eminent partner in the Triple Alliance was the Mexica city of Tenochtitlan. The Mexica were led by a Tlatoani, a position roughly similar to Emperor. In 1519, the tlatoani of the Mexica was Motecuzoma Xocoyotzà ­n, better known to history as Montezuma. The Arrival of Cortes Since 1492, when Christopher Columbus discovered the New World, the Spanish had fairly thoroughly explored the Caribbean by 1518. They became aware of a large landmass to the west, and some expeditions had visited the shores of the Gulf Coast, but no lasting settlement had been made. In 1518, Governor Diego Velazquez of Cuba sponsored an expedition of exploration and settlement and entrusted it to Hernan Cortes. Cortes set sail with several ships and about 600 men, and after a visit to the Maya area of the southern Gulf Coast (it was here that he picked up his future interpreter/mistress Malinche), Cortes reached the area of present-day Veracruz in early 1519. Cortes landed, founded a small settlement and made mostly peaceful contact with leaders of local tribes. These tribes were bound to the Aztecs by ties of trade and tribute but resented their inland masters and tentatively agreed with Cortes to switch allegiances. Cortes Marches Inland The first emissaries from the Aztecs arrived, bearing gifts and seeking information about these interlopers. The rich gifts, meant to buy off the Spanish and make them go away, had the opposite effect: they wanted to see the riches of the Aztecs for themselves. The Spanish made their way inland, ignoring pleas and threats from Montezuma to go away.  Ã‚   When they reached the lands of the Tlaxcalans in August of 1519, Cortes decided to make contact with them. The warlike Tlaxcalans had been enemies of the Aztecs for generations and had held out against their warlike neighbors. After two weeks of fighting, the Spanish gained the respect of the Tlaxcalans and in September they were invited to talk. Soon, an alliance was forged between the Spanish and the Tlaxcalans. Time and again, the Tlaxcalan warriors and porters which accompanied Cortes expedition would prove their value. The Cholula Massacre In October, Cortes and his men and allies passed through the city of Cholula, home of the cult to the god Quetzalcoatl. Cholula was not exactly a vassal of the Aztecs, but the Triple Alliance had much influence there. After spending a couple of weeks there, Cortes learned of a plot to ambush the Spanish when they left the city. Cortes summoned the leaders of the city to one of the squares and after berating them for treason, he ordered a massacre. His men and Tlaxcalan allies fell on the unarmed nobles, slaughtering thousands. This sent a powerful message to the rest of Mesoamerica not to trifle with the Spanish. Entry Into Tenochtitlan and Capture of Montezuma In November of 1519, the Spanish entered Tenochtitlan, the capital of the Mexica people and leader of the Aztec Triple Alliance. They were welcomed by Montezuma and put in a sumptuous palace. The deeply religious Montezuma had dithered and fretted about the arrival of these foreigners and did not oppose them. Within a couple of weeks, Montezuma had allowed himself to be taken hostage, a semi-willing guest of the intruders. The Spanish demanded all sorts of loot and food and while Montezuma did nothing, the people and warriors of the city began to get restless.   The Night of Sorrows In May of 1520, Cortes was forced to take most of his men and return to the coast to face a new threat: a large Spanish force, led by veteran conquistador Panfilo de Narvaez, sent by Governor Velazquez to rein him in. Although Cortes defeated Narvaez and added most of his men to his own army, things got out of hand in Tenochtitlan in his absence. On May 20, Pedro de Alvarado, who had been left in charge, ordered the massacre of unarmed nobles attending a religious festival, The enraged inhabitants of the city besieged the Spanish and even Montezumas intervention could not alleviate the tension. Cortes returned in late June and decided that the city could not be held. On the night of June 30, the Spanish tried to stealthily leave the city, but they were discovered and attacked. On what came to be known to the Spanish as the Night of Sorrows, hundreds of Spanish were killed. Cortes and most of his most important lieutenants survived, however, and they made their way back to friendly Tlaxcala to rest and regroup.   The Siege of Tenochtitlan While in Tlaxcala, the Spanish received reinforcements and supplies, rested, and prepared to take the city of Tenochtitlan. Cortes ordered the construction of thirteen brigantines, large boats which could sail or be rowed and which would tip the balance while assaulting the island.   Most importantly for the Spanish, an epidemic of smallpox broke out in Mesoamerica, slaying millions, including countless warriors and leaders of Tenochtitlan. This unspeakable tragedy was a great lucky break for Cortes, as his European soldiers were largely unaffected by this disease. The disease even struck down Cuitlà ¡huac, the warlike new leader of the Mexica. In early 1521, everything was ready. The brigantines were launched and Cortes and his men marched on Tenochtitlan. Every day, Cortes top lieutenants — Gonzalo de Sandoval, Pedro de Alvarado and Cristobal de Olid — and their men assaulted the causeways leading into the city while Cortes, leading the small navy of brigantines, bombarded the city, ferried men, supplies, and information around the lake, and scattered groups of Aztec war canoes. The relentless pressure proved effective, and the city was slowly worn down. Cortes sent enough of his men on raiding parties around the city to keep other city-states from coming to the relief of the Aztecs, and on August 13, 1521, when Emperor Cuauhtemoc was captured, resistance ended and the Spanish were able to take the smoldering city. Aftermath of the Conquest of the Aztec Empire Within two years, the Spanish invaders had taken down the most powerful city-state in Mesoamerica, and the implications were not lost on the remaining city-states in the region. There was sporadic fighting for decades to come, but in effect, the conquest was a done deal. Cortes earned a title and vast lands and stole most of the riches from his men by short-changing them when payments were made. Most of the conquistadors did receive large tracts of land, however. These were called encomiendas. In theory, the owner of an encomienda protected and educated the natives living there, but in reality, it was a thinly-veiled form of slavery. The cultures and people meshed, sometimes violently, sometimes peacefully, and by 1810 Mexico was enough of its own nation and culture that it broke with Spain and became independent. Sources Diaz del Castillo, Bernal. Trans., ed. J.M. Cohen. 1576. London, Penguin Books, 1963. Print.Levy, Buddy. Conquistador: Hernan Cortes, King Montezuma and the Last Stand of the Aztecs. New York: Bantam, 2008.Thomas, Hugh. Conquest: Montezuma, Cortes and the Fall of Old Mexico. New York: Touchstone, 1993.

Rape of the Lock by Alexander Pope Essay - 596 Words

Rape of the Lock by Alexander Pope Alexander Popes The Rape of the Lock is not studied and admired only because of its style and form, but also for its base content and underlying themes. Popes ability to manipulate text into mock-heroic form, constructing a flow of satirical description is what makes this poem one of such quality. The piece was first published in 1712 by the request of Popes friend, John Caryll. It was to make peace between the Fermors and Petres, two prominent Roman Catholic families at the time. The feud was supposedly caused by an incident at a card game that ended with Lord Petre cutting a lock from the hair of lovely Arabella Fermor. Caryll had hoped that Pope wrote a poem that would sooth the tempers†¦show more content†¦Popes over exaggeration of Belindas preparation accomplishes his intended goal of revealing how worthless he believes these duties to be. It is also necessary to discuss the fact that Pope seems to realize that the extreme vanity is caused by his own gender. If Belindas preparations are not for her male acquaintances, then why? Speaking through Clarissa, Pope allows the reader to take a step away from satire with a taste of sensibility, How vain are the Glories, all our Pains, / Unless good sense preserve what beauty gains†¦. (N. 1) Here the author seems to be pushing for a lack of shallowness in the opposite sex. Using The Rape of the Lock, Pope has criticized and attempted to explain the problem he himself sees in societys view of women and womens view of themselves. It is also apparent that he has attempted to understand the situation. Pope reveals a hint of sensitivity within the maze of critical satire: Nature to your undoing arms mankind With strength of body, artifice of mind; But gives your feeble sex, made up of fears, No guard but virtue, no redress but tears. Yet custom (Seldom to your favour gaind) Absolves the virgin when by force constraind†¦.(N. 1) Is the author searching for female readers to appreciate his sensitivity, or more likely, looking for some realization from his male peers? The Rape of the Lock can be, and has been, examined onShow MoreRelatedThe Rape Of Lock By Alexander Pope1448 Words   |  6 Pagesor dignified language that celebrating the feats of a legendary or traditional hero. In Alexander Pope’s, The Rape of Lock, his poem is a mock epic, not only because it is a long narrative poem; but his work consists in a series of events and revolves around beauty over brains. This mock epic satirizes not only sylphs, but also satirizes a woman’s ability to think logically than emotionally. The Rape of Lock is considered to be a mock epic, because the length is not only long enough, but has aRead MoreAnalysis Of The Rape Of The Lock By Alexander Pope1134 Words   |  5 PagesWords can wound, words can heal, but most importantly, words have purpose. To Alexander Pope, writing critical satire was worth being called a â€Å"hump-backed toad† (Cody). Even though Alexander Pope was only four and a half feet tall due to his medical problems, his words made him a giant that left his footprint in the writing world (â€Å"Alexander Pope†). Alexander Pope uses brilliant, biting satire in The Rape of the Lock to effectively point out the vices in 18th century England as well as the corruptionRead MoreAlexander Pope s The Rape Of The Lock1340 Words   |  6 Pagesthemes and archetypes of these works known as epics are so well-known, that they are even parodied, take completely out of context, and pasted on the wall for laughs. 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Trapped deep within the chaotic changes of politics, religion, art and social mores, Alexander Pope proved a master at exploiting these changes circumstances in order to become an admired poet. (page 558, Wilson) Visible affected by the superficiality of the humankind, Alexander Pope made fun of the realRead MoreAlexander Pope and Women Essay example1658 Words   |  7 PagesAlexander Pope may have been the adversary of female behavior the extent of this has long been in question. The writer’s satirical style towards the women of his era is evidence of his opinions. However, there are noticeable facts that generate a swaying effect on Pope’s views and the meaning of The Rape of the Lock. These details consist of the author’s personal life and symbolism contained in his mock epic poem, including the voices of Bella and Clarissa, which is an indication that he may notRead MoreAnne Finchs Opposition to The Rape of the Lock Essay examples1412 Words   |  6 PagesThe Rape of the Lock The Restoration Period (1660-1700) was a period of social, political and philosophical turmoil, which laid the foundation for future centuries. This period was marked by an advance in colonization and trade and by the birth of the Whig and Tory parties. In poetry, works of Alexander Pope and Anne Finch and a number of other poets distinguishes the Restoration. 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Lukes as a deviceRead MoreGender and Power Dyanics in ; ‘Oroonoko’ by Aphra Behn and ‘the Rape of the Lock’ by Alexander Pope1610 Words   |  7 PagesPaper 1; ‘Oroonoko’ by Aphra Behn and ‘The Rape of the Lock’ by Alexander Pope The relationship between gender and power dynamics is relevant to the understanding of literature through the ages. However, the widespread problematic belief that women are simply the passive, powerless victims of male power is oversimplified and outdated. Power relations, as theorized by Foucault in ‘The History of Sexuality’ are far more complex; the dynamic is ever-changing, from moment to moment and therefore any