Information Technology Essay -- essays research papers

Data innovation is a quickly developing piece of the present society. It influences everybody's life in numerous viewpoints. Each human undertaking is impacted by data innovation and the expanding rate at which what it can perform incorporates. One region of human undertaking that data innovation has incredibly impacted is the act of medication, explicitly veterinary medication. Not just has veterinary medication been impacted by data innovation, it has likewise been upgraded by it. How much the act of veterinary medication incorporates data innovation is noticeable at the Animal Emergency Clinic of Central New York on Erie Blvd. in Syracuse, New York. Area I: veterinary medication. Specialists of veterinary medication are the individuals who take part in the human undertaking of rehearsing veterinary medication. The exercises that are remembered for this undertaking are the avoidance, conclusion and treatment of creature illnesses. The most ideal approach to deal with an ailment is to forestall procuring it inside and out. To achieve this creatures are given the accessible inoculations for the most probable ailments they would get as per what sort of creature they are and where they live. Tragically only one out of every odd ailment has an immunization and only one out of every odd creature has the chance to get the accessible inoculations. At the point when a creature becomes ill it is the obligation of the veterinarian to decide the reason for the infection and the most ideal course of treatment for it. Veterinarians have numerous different obligations too. These range from, yet are not restricted to, rewarding injured creatures and fixing or fixing them to k eeping the spread of ailments from creatures to people through horticulture. The principal school of veterinary medication was in France. It opened in 1761. Veterinary medication schools began to open in the United States of America during the common war. (www.encyclopedia.com) To turn into a specialist of veterinary medication, DVM, one must finish veterinary school. To get acknowledged into a school of veterinary medication, an understudy needs to meet the prerequisites of that specific vet school. The majority of the necessities can be fulfilled through college class work. The critical step is to have made a superior showing with meeting these prerequisites than the opposition has. As an undergrad, the understudy must exhibit not just scholarly greatness and commitment to administration and helping other people, ... ... WWII. (www.encyclopedia.com) The utilization of certain data advances in the field of human medication make certain to have an impact in the act of veterinary medication. Anti-infection agents are another case of veterinary innovation affecting human medication. It is normal that progresses in human medication will influence veterinary medication. The utilization of data innovation to empower specialists to perform medical procedure off site makes certain to continue to veterinary medication. This will have an extraordinary effect in transit specialists act in this field. To set oneself up for achievement in veterinary medication the entirety of the necessary alumni and college classes must be finished. Be that as it may, the best groundwork for progress is introduction to the field. So as to be totally prepared for the act of veterinary medication realizing how to utilize the significant data advancements is a need. The most ideal approach to achieve this is through extra courses or perception. As per Tamela, an authorized veterinary expert who works at the AEC of CNY, watching another vet. at work, and perceiving how he/she utilizes the innovation to his/her preferred position is an important method to get ready for achievement in this field."

BCA Compliance Engineering and Construction Essay Assignment

BCA Compliance Engineering and Construction Essay - Assignment Example The structure is situated in a town community. 1.2 Limitations applied to the report are: No thought for a point by point prerequisite for the Australian principles Construction wellbeing act have not been taken a gander at A total engineering plan for the structure not accessible and The arrangements made for the crippled. 1.3 DESIGN DOCUMENTATION The report depends on the structure brief and the arrangement of primer drawings. Drawing1 Building delineation Drawing 2 Front Elevation of finished structure Drawing 3 Ground floor plan Drawing 4 Basement plan PART 2 BUILDING CHARACTERISTICS BCA Classification Class 7a: Car park and stockroom CLASS 7b: for capacity, or show of merchandise or produce available to be purchased by discount. Ascend in Story Five(5) Type of Construction Type An Effective Height Less than 25 meters. Fire Compartment Size Floor Area: 3600 square meters Volume: doesn't surpass the base expressed in BCA PART 3: BCA ASSESSMENT 3.1 METHODOLODY The structure gave is to be reviewed against the Deemed-to-Satisfy Provisions of the Building Code of Australia, 2010(BCA). The zones examined have been evaluated to meet the exhibition based arrangements: 3.2.0 Fire Resistance For fire security of the structure, the BCA requires its opposition and steadiness, the compartments and methods of partition just as the remittances made for assurance against fire. 3.2.1 Fire Resistance and Stability The structure built should stay stable during fire to permit clearing. Its components should oppose any spread of fire. This must follow the motivation behind the structure, power of the fire, the fire frameworks set up, size of the fire compartment and any mediations made by the fire unit. The material utilized for the structure must restrict smoke created when the structure is consuming. The exhaust created ought not be harmful in order to permit the tenants to empty the structure. 3.2.2 Compartment and Separation The floor territory ought to be more noteworthy t han the atria. An open zone ought to be accessible close to the structure. This is to be utilized for clearing purposes, access by the putting out fires vehicles and liberated from any sort of capacity with special cases for power substation and a siphon house. A fire divider built must meet the FRL necessities. The materials utilized ought not effectively breakdown from the warmth brought about by fire. Since the lift will associate with multiple levels, it ought to be isolated from the structure. 3.2.3 Protection of Openings(BCA VOL 1 195) The structure ought to have at least two ways out with an immediate access to a street or an open field. The open space ought to be inside the structure, be available and not utilized as a storeroom. The frontage road must be liberated from any impediment for crisis vehicles, empower people on foot to effectively move between the structure and the frontage road. The most extreme region for atria is 5000 square meters. Divider openings ought to b e secured via programmed entryways and windows. Components of the structure ought not permit fire to arrive at the leave, open passageways, and adjoining structures. Warmth and smoke that emerge during fire ought to be constrained to permit the time expected to leave the structure, the motivation behind the structure, and access to fire frameworks set in the structure. 3.3.0 Accessibility and Egress The BCA necessities for access and departure take a gander at the arrangements made for get away from ways out to be built and contemplations made for the handicapped. 3.3.1 Provisions for Escape (BCA VOL 1 153) when all is said in done, at the very least two ways out must be

How to improve self confidence

How to improve self confidence How to Get Success in Life: Useful Tips Home›Tips for Students›How to Get Success in Life: Useful Tips Tips for StudentsMost people think that becoming successful and improving self-confidence is about acquiring new skills and habits. Of course, it is an important aspect, but you should keep in mind that another key to success in life is removing some of your bad habits.Read this article to learn what negative things you can eliminate from your life and leave more place for positive habits of successful people!8 Habits to Remove from Your LifeExcusesStop blaming anyone for your failure, be it your spouse, your family, your friends, your manager, your colleagues, or the world in general. Keep in mind that you’re the only person responsible for all your successes and failures. These excuses only hold you back; so remove them!PerfectionismNo one can attain perfection, so stop wasting your time trying to get it. Focus on improving yourself one step at a time and don’t worry abou t your flaws or mistakes.FearDo you tend to remain silent in a conversation even when you want to say something? Do you avoid risks? Do you constantly imagine the worst-case scenario? Mind that your fears prevent you from succeeding in life. Remove them and develop your courage. Speak up even if you’re scared. Voice your ideas. Chase your goals. Realize your dreams.Need to Control EverythingNo one can control everything, so stop trying to do it. It will only make you more stressed, frustrated, and upset, thus keeping you away from your success. Try to put less effort into the things out of your control and concentrate on the tasks you can do.Fixed MindsetYou have to make an attempt to change your perception and become more open-minded. Don’t let your mindset hold you in the past. Embrace everything new and strive to become wiser.Strife for Overnight SuccessOf course, luck plays its part in the success stories. But you can’t only wait for it to come. Success takes dedication an d time. So plan for your next day and work hard.Toxic PeoplePessimistic and negative people in your environment can make you pessimistic and negative too. Stop your contacts with such people and begin communicating with optimistic and positive individuals who will support you in chasing your dreams instead of holding you back. Such a shift will make you less stressed and more motivated.Habit to Say Yes When You Want to Say NoYou don’t want to end up doing the things you don’t want to do and let others take advantage of you. Take your courage to learn to say no when you don’t want to or can’t do something. Set right priorities and let others know about them too.

Childhood Vaccines Lead to Autism, Fact or Fiction

Childhood Vaccines Lead to Autism, Fact? Or Fiction? â€Å"Today one in every 150 children has been diagnosed on the autism spectrum; 20 years ago that statistic was one in 10,000† (Mooney, 2009, p. 58). There are many vaccines that are administered to children today that protect them from measles, mumps, rubella, chickenpox, tetanus, invasive Haemophilus influenza type B (Hib) infections, etc. (Miller amp; Reynolds, 2009, p. 167). Among these and many other diseases children are currently being vaccinated against 14 diseases, and these take place from infancy until the start of kindergarten. These childhood vaccinations are given as early as they can be to make sure the children are protected against any diseases that can occur in their†¦show more content†¦170). Thimerosal was first introduced in the 1930’s and is a preservative that eliminated the bacterial contamination in vaccines, but could possibly sit in the brain and cause neurological damage (Mooney, 2009, p. 60). Before 1989, American preschoolers had to only receive three vaccines; for polio, diphtheria-pertussis, and MMR. In 1999 the FDA and CDC decided that vaccine users should reduce or even get rid of the amount of thimerosal used in vaccines. The CDC also recommended that newborns should wait to get the Hepatitis B vaccination until a thimerosal free vaccination became available (Miller amp; Reynolds, 2009, p. 170). According to head of the chemistry department at University of Kentucky, Dr. Boyd Haley, â€Å"‘You couldn’t even construct a study that shows thimerosal is safe, it’s just too darn toxic. If you inject thimerosal into an animal, its brain will sicken. If you apply it to living tissues, the cells die. Knowing these things, it would be shocking if one inject it into an infant without causing damage’† (Kennedy, 2005, p. 59). With the being said, vaccine manufacturers began working to find a way to make a thimerosal-free vaccina tion, and eventually they made one. Then a decade later, children were receiving a total of 22 vaccinations by the time they started first grade. As the number of vaccines that children needed went up, the autism rate stayedShow MoreRelatedShould You Vaccinate Your Child? Essay1813 Words   |  8 PagesShould You Vaccinate Your Child? The Center for Disease Control describes vaccines as the greatest development in public health since clean drinking water. For several decades, vaccines have saved countless lives and helped eradicate some fatal diseases. The push to do away with vaccines will not only endanger our youth, but our society as a whole. Vaccination is needed to maintain a healthy balance within our country. Vaccines provide the immunity that comes from a natural infection without the consequencesRead MoreVaccination : Helpful Or Harmful?1887 Words   |  8 Pagesadministering of a virus or bacteria to a recipient. The purpose of vaccinating is to prepare the recipient’s immune system to fight future infections of the virus or bacteria that could cause diseases leading to death or permanent injury. There are many vaccines, designed for many common diseases. The main reason for peoplesomeone to have themselves or their children vaccinated is to protect them from certain diseases. Immunisation als o exists to eradicate disease among the population. If vaccinating decreasesRead MoreGump Notes Essay7299 Words   |  30 Pagesroutines or plans and a lack of comprehensive grasp of objects. He has these problems described above with onset prior to age 3 years his disturbance is not accounted for by childhood disintegrative disorder (characterized by loss of previously acquired skills). In result, a total of six items could be confirmed and his childhood characteristics fulfill DSM-IV criteria for autistic disorder. In addition, all his natures including these items are frequently observed in individuals with autistic disorder

Preparation For Brief Argument Gathering Information

Assignment 1: Preparation for Brief Argument-Gathering Information Record: National News: PBS News Hour January 19, 2016 6:25-6:45 PM Reporter: Judy Woodruff 1) Fate of Obama’s immigration actions goes to Supreme Court a) Program’s purpose is to stop deportation of illegal immigrants. b) Immigrants will work legally. c) 26 states have sued against this action and are questioning Obama’s executive authority under the Take Care Clause 2) Inside the Deal a) After years in Iranian jail, Americans are freed. b) U.S. Envoy Brett McGurk reports on seeing the Americans free from Iran as â€Å"overwhelming†. 3) How home visits for vulnerable moms boost kid’s brainpower. a) Nurses visit the homes of young, first time mothers who are in poverty and give them advice and guidance when raising their child. b) Visits encourage children to be prepared for school and it promotes mothers to become employed. Fox News Reporters: Rick Leventhal and Gretchen Carlson January 20, 2016 6:45 A.M. 1) Dr. Ben Carson suspends campaign in honor of volunteer who died in crash. a) 25 year old volunteer, Braden Joplin, died from the injuries he suffered from a car accident. b) Carson expresses how thankful he was to get to know Joplin and how Joplin was compassionate and a caring volunteer. January 20, 2016 8:46 A.M. (CT) 2) Is the race in Iowa as close as the polls show? a) David Yepson argues that voters are going to vote for a candidate that has character and electability. b) Gov. Branstand stated thatShow MoreRelatedSample Reflection Assignments1243 Words   |  5 Pagesused towards your final grade. Evaluation of reflections will use a set of criteria (rubric) to be distributed and discussed in class. Project reports: There will be a series of written assignments related to your service-learning project. In preparation for the write-up of the final project report for the community partner (along with other possible final products like videos, curricula, maps, etc.), students will prepare a written work plan and two progress reports (schedule to be provided). AllRead MoreHow to prepare a good research proposal1552 Words   |  7 Pagesï » ¿How to prepare a good research proposal When applying for a research grant or a study scholarship, you are expected to hand in a detailed and precise description of study or research proposal as well as information on any previous study or research projects of particular relevance to a decision of award. The purpose of the proposal is to ensure that the candidates have done sufficient preliminary reading/research   in the area of their interest that they have thought about the issues involvedRead MoreAuditing Chapter 23101 Words   |  13 PagesChapter 2 The CPA Profession ↠ Review Questions 2-1 The four major services that CPAs provide are: 1. Audit and assurance services Assurance services are independent professional services that improve the quality of information for decision makers. Assurance services include attestation services, which are any services in which the CPA firm issues a report that expresses a conclusion about the reliability of an assertion that is the responsibility of another party. The fourRead MoreIntermediate Accounting, 7th edition, Solution Manual Essay6710 Words   |  27 PagesReflective thinking Reflective thinking Reflective thinking Reflective thinking Reflective thinking Reflective thinking Solutions Manual, Vol.1, Chapter 1 1–30 1–31 1–32 Reflective thinking Reflective thinking Reflective thinking Brief Exercises AACSB Tags 1–1 1–2 1–3 1–4 1–5 1–6 Analytic Reflective thinking Reflective thinking Reflective thinking Reflective thinking Reflective thinking Exercises AACSB Tags 1–1 1–2 1–3 1–4 1–5 1–6 1–7 1–8 1–9 Read MorePeople Management Development22130 Words   |  89 PagesIntroduction 29 Leadership and Management Assignments 31 General Notes Managing for Results Assignments Managing in a Strategic Business Context Assignments Managing Information for Competitive Advantage Assignments Managing and Leading People Assignments 31 31 34 38 42 People Management and Development Assignments 45 General Brief 45 Consolidated Assignment Document 3 Generalist Electives Assignments 47 People Resourcing Assignments Employee Relations Assignments Employee Reward AssignmentsRead MoreFuture of Hrm6917 Words   |  28 Pagesmeans of estimating the number and kind of employees that will be required. The next logical step for the management is to determine whether it will be able to procure the required number of personnel and the sources for such procurement. This information is provided by supply forecasting. Supply forecasting measures the number of people likely to be available from within and outside an organization, after making allowance for absenteeism, internal movements and promotions, wastage and changes inRead Moreproject topic proposal15745 Words   |  63 Pagesin any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without written permission from the copyright Portions of this handbook have been have been adapted, with permission, from the Applied Research Project Proposal (1991) of Geneva College, Beaver Falls, PA. TABLE OF CONTENTS INTRODUCTION 1 BRIEF DESCRIPTION OF STEPS 4 THE MIND AND ATTITUDE OF THE RESEARCHER 8 Viewpoint ExerciseRead MoreReflective Report on Group Work Essay2909 Words   |  12 Pagesbenefits can result in frustration and arguments as well as leading the whole group to a state of stress and anxiety. This essay reflects on my own participation towards ‘Lush Project’ as a project director, also how I contributed in interpreting  and  researching  the  Lush  Brief,  as  well  as my participation with the  final  presentation. It also discusses the difficulties that emerged throughout the group work; things that went well regards to the preparation and the areas that could have been improvedRead MoreAncient Egypt7342 Words   |  30 Pagesstudents will demonstrate their understandings through completing a project designing their own moment pyramid. Our group choose our theme and worked together to design our unit, though each of us contributed by writing up the lesson plans, gathering up information and writing the essay and editing activities. Heather- Lesson Planning(2 lessons) Alicia- Lesson Planning and Editing Aaron- Lesson Planning and Essay Anthony- Lesson Planning(2 lessons) Amanda- Lesson Planning(2 lessons) Bethany-Read MoreA Review On The Impact Of Companies Act 200610350 Words   |  42 Pages2006 is standing in their way of collaboration. 1.3 Research Aims and Objectives On the off chance that this research has the capacity identify various roadblocks that Companies Act of 2006 is putting forth in an attempt for collaboration, such information can be used to identify solutions to tackle the same. It can be through lobbying for an amendment to the Act, corporates volunteering to leave UK jurisdiction or evolving new business structures evading the application of Companies Act, 2006.

Situational Irony The Cask Of Amontillado Essay - 1034 Words

â€Å"The Cask of Amontillado† is a unique story in many ways. There are many literary elements present throughout this story. One of these literary elements is irony. Irony can influence the portrayal of a character in a story. Irony can also add intrigue and excitement to the plot of the story. In Edgar Allen Poe’s story, he uses the literary element of irony to add to the plot and influence how the characters are portrayed throughout his story. One of the first examples of irony Poe utilizes in his story involves the situational irony of the title. Situational irony is when something turns out to be the opposite of what is expected. The title, â€Å"The Cask of Amontillado†, leads a reader to believe that such a wine container or crate exists in†¦show more content†¦The Montresor is prompting Fortunato saying he is going to seek revenge. The serpents fangs embedded in the heel represents all the insults Fortunato has caused the Montresor to endure and the foot crushing the serpent represents the Montresor getting his revenge on Fortunato. Dramatic irony was also used when Fortunato and the Montresor were in the dark catacombs. After briefly entering the catacombs, the Montresor tells Fortunato to be mindful of the nitre that encrusts the walls. But in that instant, Fortunato starts coughing uncontrollably. The Montresor tells Fortunato that he is a man of great status and insists that it would be in their best interest to go back and leave his vaults. He says, â€Å"Come, we will go back; your health is precious. You are rich, respected, admired, beloved; you are happy, as once I was. You are a man to be missed. For me it is no matter. We will go back; you will be ill, and I cannot be responsible† (117). The Montresor pretends that he is concerned about Fortunatos precious health, but that couldn’t be further from the truth. The reader knows the Montresor is only concerned about his plan to lure Fortunato further into the catacombs and carryout out his revenge. The Montresor also pretends to be responsi ble for Fortunatos death. He does not want Fortunato to die of a cough or from the nitre in the catacombs, but from his own plan of murder. But despite all of this, Fortunato still fails to understand theShow MoreRelated The Paradox of Revenge in Edgar Allan Poes The Cask of Amontillado1375 Words   |  6 PagesThe Paradox of Revenge in Edgar Allan Poes The Cask of Amontillado ?The Cask of Amontillado? raises a question pertaining to the multiple character of the self (Davidson 202); Can harmony of ones self be restored once primal impulses have been acted upon? This question proposes the fantasy of crime without consequence (Stepp 60). Edgar Allan Poe uses first person point of view, vivid symbolism and situational irony to show that because of mans inner self, revenge is ultimately not possibleRead MoreRevenge In The Cask Of Amontillado1293 Words   |  6 PagesEdgar Allan Poe is an American author famously known for short stories of mystery and horror. One of the many short stories that Edgar Allan Poe is known for is The Cask of Amontillado. This short story is about Montressor’s seek of revenge to Fortunato who had hurt him a â€Å"thousand times† and learned that Fortunato laughed at his â€Å"proud name, Montressor, the name of an old and honored family† (Poe). Montressor devises a plan of revenge by using Fortunato’s â €Å"great weakness; he liked to drink goodRead MoreANALIZ TEXT INTERPRETATION AND ANALYSIS28843 Words   |  116 Pagesof Cain a legacy of guilt that the outcast Brand shares with his Biblical counterpart. One must also, however, be alert to names used ironically which characterize through inversion. Such is the case with the foolish Fortunato of Poe’s The Cask of Amontillado, who surely must rank with the most unfortunate of men. 2. CHARACTERIZATION THROUGH APPEARANCE. Although in real life most of us are aware that appearances are often deceiving, in the world of fiction details of appearance often provide essential

Article Critique for Product Costing System - myassignmenthelp

Question: Discuss about theArticle Critique for Product Costing System. Answer: Introduction: The main purpose of this study is to identify the factors that explicate the product costing systems content. The study arise from the backdrop that many previous studies have sought out to explain the accounting system diversity by only adopting contingency theory to illustrate how particular elements of accounting system are linked to a range of contextual factors/variables. However, it is surprising that despite the substantial contingency-oriented studies being carried out in relation to management accounting control system (MACS), little attention is given to identify factors explaining the content of product costing system (PCS). It is even further astonishing given the enormous amount of public provided to the development of increasingly sophisticated product costing systems. Summary The main objective of the study was to determine the degree to which potential the contextual factors affect the features of PCS. The method used both adoption/non-adoption of ABC system used in previous studies and alternative proxy measures (APM) for PCS characteristics identification. The alternative proxy measures enabled the author to examine the degree to which various contextual factors dictate the choice of the PCS (Al-Omiri and Drury 2007)). The main findings demonstrate that higher degree of cost system sophistication (CSS) are positively correlated with significance of cost information, degree of use of additional innovative management accounting techniques, competitive environment intensity, size, degree of JIT/lean production techniques usage as well as kind of business sector. No correlation between cost system sophistication and cost structure, diversity of product, IT quality was detected (Al-Omiri and Drury 2007)). Critical Examination The main strength that distinguished this research from the previous is that it provided the potential for testing contextual factors robustness utilizing various proxy measures for identifying PCS characteristics. It has been able to solve the gap in the previous research which has been inconclusive a well as unable to establish the strong connection between adoption of ABC and such contextual factors identified in the literature which remain conducive to ABC system adoption. This method permitted a more robust test of the correlations among predictor variables and CSS unlike previous research to present a more convincing and persuasive research findings supported through evidence explication. However, the researcher was also limited in a number of areas. The questionnaire failed to include a measure of satisfaction linked to satisfaction of respondents with accuracy of assigning the indirect cost to service or products (Al-Omiri and Drury 2007)). The analysis was also biased by inc luding ABC adopters drawn from management consultant firm. This was inappropriate as ABC adoption rate as well as any of contextual factors linked to ABC were likely to be overstated making the finding ungeneralizable based on such variables. The findings must be strictly looked at as offering insights into variables that influence level of CSS in firms incorporated in the study. The findings cannot then be viewed in an identical manner to case studies on the basis of findings generalization. The authors could have improved generalizability by carrying out replication studies anchored on a huge responses number (Drury 2013). Future system needs to emphasize on costing systems at business unit degree. Conclusion: The study has provided extra insights into areas linked to factors that influence the degree of product cost accounting systems sophistication. It has also extended the scope of future study by greatly helping the management accounting students alongside practitioners to effectively understand the management accounting and concepts applicability which are well presented in the article. The study has taken substantial efforts to minimize limitations and mitigate the gap in the past studies. The study gives motivation for researchers to carry out further research in various areas it has highlighted. References: Al-Omiri, M. and Drury, C., 2007. A survey of factors influencing the choice of product costing systems in UK organizations. Management accounting research, 18(4), pp.399-424. Drury, C.M., 2013. Management and cost accounting. Springer.

Whiskey Rebellion and the Virginia and Kentucky Resolutions Essay Example

Whiskey Rebellion and the Virginia and Kentucky Resolutions Paper Although the power of the national government increased during the early republic, this development often faced serious opposition. Compare the motives and effectiveness of those opposed to the growing power of the national government during TWO of the following: The Whiskey Rebellion, the Virginia and Kentucky Resolutions, or the Hartford Convention. The Federalist dominated government displayed power like that of Great Britain. Once the people of the United States noticed this power through various sectionalized rebellions, letters in the newsprints, and resolutions written by several of our founding fathers, the people came to a mutual conclusion that a Federalist dominated congress was one that they need to oppose. The Whiskey Rebellion was an uprising in 1794 by 3,000 settlers in the backcountry of Pennsylvania who opposed the tax on distilled whiskey. Alexander Hamilton can be credited for the passing of this tax in 1791. The purpose of the tax was to help decrease the national debt; however, the western settlers thought the tax was discriminatory, and they objected it. For many of them, whiskey was the only medium of exchange. Once the rebellion had commenced, George Washington called to the militia to suppress the rebellion. Fifteen thousand troops were sent to Pennsylvania. Alexander Hamilton was at the head of the troops. The uprising ended almost immediately, and without bloodshed. We will write a custom essay sample on Whiskey Rebellion and the Virginia and Kentucky Resolutions specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Whiskey Rebellion and the Virginia and Kentucky Resolutions specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Whiskey Rebellion and the Virginia and Kentucky Resolutions specifically for you FOR ONLY $16.38 $13.9/page Hire Writer This incident turned the frontier people into Jeffersonian followers or Anti-Federalists, but showed the strength of the Federal government. Throughout 1798, Jefferson conferred with James Madison about a strategy to oppose the Alien and Sedition Acts. Knowing that all branches of the national government were in Federalist hands, they turned to the states. Jefferson, secretly, wrote up a set of resolutions to be introduced into the next session of the Anti-Federalist Kentucky legislature, and Madison did the same for the Virginia legislature. One reason they kept their roles in the drafting secret was fear of being indicted under the sedition law, especially since Jefferson was the vice president. In suggesting the means for restoring rights abused by the Alien and Sedition Acts, the Kentucky and Virginia resolutions questioned the very nature of the federal union. The documents affirmed that the federal government was created by the states and that the states must be superior. On that note, the resolutions declared that a state should be able to nullify a federal law. Kentucky and Virginia eventually adopted Jeffersons resolutions, denouncing the Sedition Act and other recent unconstitutional acts and asserting that the government was a compact of states, not of individuals; however, when the resolutions were submitted to the other states for approval there was no real result. The Whiskey Rebellion was the first significant opposition to the Federalist government; demonstrating the lack of power to the minority and the majority (the people of the backcountry), but the rebellion unfortunately failed after being confronted with the force of the government. The importance of the Kentucky and Virginia resolutions lie in the fact that they were later considered to be the first notable statements of the states rights of government, a resolution that opened the way for the nullification controversy. Another note to be kept in mind is that the Alien and Sedition Act were written by the Federalist Party in order to maintain power in congress. The Whiskey Rebellion and The Kentucky and Virginia Resolutions were two contributing forces to the ultimate opposition of the Federalist dominated government.

Teotihuacan Place of the Gods essays

Teotihuacan Place of the Gods essays Teotihuacan, the name of the magnificent and dramatic urban center about thirty-three miles north-east of modern day Mexico City, has been variously translated from the Nahua language of the Aztec people as the dwelling place of the gods and the place where men become gods. (Baldwin) Names of the city and buildings all come from the Aztecs. It is believed that their religion was composed of a female deity, the Great Goddess, who dominated cave and mountain ritual, divination, and may have also had solar associations. While a male god, the Storm God, presided over water and violent weather. (Miller, M) Around 100 BCE the city started to form from clusters of agricultural villages, and by 200 CE Teotihuacan was growing rapidly into a very large city and civilization. It reached its peak by about 500 CE where the population possibly reached anywhere from 125,000 to more than 200,000. There were more than 500 workshops for objects of wood, ceramic, and obsidian. Obsidian was one of the areas strategic resources. (Miller, R) Due it its size, structure, and all around magnificence Teotihuacan was the first truly urban Mesoamerican civilization. Teotihuacan was formatted in a type of grid shape. (See picture 1 and 2) It was centered on what was called Miccaotli(Miller, M) or the Avenue of the Dead which runs from north to south. (See picture 3 and 4) The now dry San Juan River bed transverses the avenue from east to west. This river may have been one of the main water supplies and a good reason for the rise of such a massive civilization. This ceremonial center of the city is about 1.2 miles long and is spanned by the cities three major structures. At the north end is the Pyramid of the Moon. Beyond the summi ...

Marketing Essay Example | Topics and Well Written Essays - 2000 words - 36

Marketing - Essay Example In the paper we will analyze how the companies operating in retail businesses are currently managing their customers through marketing with the help of tools like BCG Matrix, Mintzberg intended strategy, 7P/8P analysis and techniques described in the case. The companies operating in retail businesses starve for obtaining customer loyalty. Conventional wisdom of loyalty describes that customers show loyalty towards companies and brands that tend to go above and beyond others. But according to Dixon & Freeman (2010), customers are more loyal to the companies that exceed their expectations in terms of products and services. Many retail companies like Tesco, Wal-Mart and M & S offer a refund or free product or even some other benefit in lieu of that in case the product has undergone expedited shipping. This helps them in retaining loyalty of their customers even in case of delay in product delivery or service. Product: The products of the companies operating in retail format vary from format to format. Whilst companies like Tesco and Wal-Mart have SBU structure and their products have similarity of being a departmental and multipurpose stores whereas the companies like GAP, Zara and French Connection are mainly apparel stores with specialized products. The product of a company is the first phase of generating loyalty from them. A product delivered in acceptable and good condition delights the customer whereas a product which defects and expedited delivery upsets him and tends to reduce his loyalty. Providing service to customer performs an integral part of gaining loyalty from them. According to Dixon & Freeman (2010), bad service by a company has its ripple effects in a way that it even repels perspective customers from a company. The research showed by them highlights that only 25% of the customers say positive about their experience of service with a company whereas almost 65% of them are likely to speak negative about the experience.

Margaret Newman's Theory of Health As Expanding Consciousness Assignment - 1

Margaret Newman's Theory of Health As Expanding Consciousness - Assignment Example In this theory, Newman redefines nursing as the means of understanding the person in connection to the environment and also as the manner of understanding of consciousness. It is the nurse who should help people to understand and use the potential within to acquire the greater level of consciousness. Newman also describes the relationship between time, space and movement. According to her, space and time are the secular patterns of a person. Both of them have reciprocal relationships. Human beings are continually evolving through space and time, and it displays a unique model of reality (Brown 2011). Newman states that human beings are open to the entire systems of energy in the universe and also regularly interacting with the energy. It is through such environmental interactions that human beings can develop their unique individual patterns. Newman emphasizes the importance of understanding individual patterns. The recognition of such individual patterns amounts to expanding consciousness. The symptoms of diseases depend on individual patterns. Therefore, the diagnostics of the illnesses exists before the signs appear. Thus, the removal of such signs does not alter the individual formation (Newman). In my opinion, Newman’s theory is about a new approach of seeing health and diseases as manifestations of the evolving patterns of the interaction of individuals with the environment. Therefore, diseases should not be seen as separate entities of people’s health. Diseases should be seen as part of the self-organizing process of expanding consciousness instead of viewing them as negative aspects of health. The treatment of diseases should, therefore, shift from the usual treatment of symptoms to a new approach of searching for patterns. The usual role of nursing is addressing the problems of diseases, but the new role should be helping people get in touch with their individual patterns of

Joints Bones One Health And Social Care Essay

Joints Bones One Health And Social Care Essay In both chapters six and seven we will take a detailed look at our skeleton and the joints and attachments. We will briefly introduce the skeleton here in chapter six but discuss it in greater detail and specificity in chapter seven. Thus our focus in chapter six will mainly be on our joints, how they allow us to move and how they are classified. You will notice that the various joints in our body allow different ranges of motion. In general, the more mobile a joint, the less stable it is, making it more prone to injury. The shoulder joint is a nice example. However, there are other factors that affect our mobility and stability such as ligaments, tendons, skin, cartilage and daily activity. We will look at these in greater detail over the next few chapters. But lets start by taking a simple look at the basic functions of the skeleton. Basic Skeleton Function The skeleton is our basic framework of support for all body tissues. It is our internal scaffolding that provides support for organs, allows movement, and gives us protection. The skeleton system is the name that is given to the collection of about 206 bones in addition to the joints and ligaments. The skeleton has many important functions that vary in complexity but generally includes the following: (insert simple skeleton schematic) 1. It protects the bodys vital organs such as the brain, heart, lungs and other organs. 2. It gives us our shape, posture and support. 3. It provides sites for muscular attachment that allows us to move. 4. It provides a reservoir for the storage of minerals such as calcium, phosphorus, fat, magnesium and many other minerals. 5. It is an important site for the production of blood cells, specifically red blood cells that allow us to transport oxygen. Our skeleton is a complex living system that is constantly changing. We will discuss many of these components in Chapter 7. However, at this stage we are interested in the role of the skeleton in how it allows us to move. In order to do this we need to take a look at our joint structure. The 206 bones in our body form approximately 230 joints. The joints are simply the place where two bones meet. Joints, which are also referred to as articulations, come in many different forms and not all are movable. The degree of mobility in a joint has a lot to do with its role or addition to its shape. The joints fall into three categories: synovial, fibrous or cartilaginous. They vary in movement and design. Types and Classification of Joints Joints are found anywhere that two bones meet. They have a specific and natural range of motion ranging from highly movable to unmovable. While most of our joints are freely movable, many are not. Joints are classified in several ways. For example, we classify some according to their architecture or their range of motion. Commonly, we use a mix of anatomical architecture and range of motion. In terms of movement, joints can also be classified according to the number of cardinal planes in which they can move. Therefore, joints can be non-axial (allowing no movement in any plane), uni-axial (movement in one plane of motion), biaxial (movement in two planes of motion), or tri-axial (movement in three planes of motion). Those joints that are freely movable are also referred to as synovial joints because at the end of the bone is a smooth covering layer called the synovial membrane. This membrane secretes a lubricating substance called synovial fluid which allows the joints to move in a s mooth and fluid fashion. As this membrane breaks down over time we often experience more discomfort in our joints with movement. This is a form of arthritis. (Chapter 8 in Seeley has great illustrations for all of this chapter) Joints are normally classified as belonging to one of three sub-classes. These classifications are based on several factors, including: a. the presence or absence of a joint cavity b. the shape and nature of the connection c. the degree of movement. The three sub classes are as follows: Synovial or Diarthrosis joints (freely movable). Fibrous or Synarthrosis joints (immovable). Cartilaginous or Amphiarthrosis joints (slightly movable). Synovial or Diarthrosis Joints These are the freely movable joints such as the shoulder, knee, ankle, etc. With this type of joint the articulating bones are covered with articular cartilage which is surrounded by an articular capsule which is lined with a synovial membrane. The articular surfaces are smooth and allow easy fluid movement. The synovial joint has two main functions. One is to allow movement, while the second is to transmit forces from one segment of the body to another segment, or one part of a limb to the other. The interactions between bones at an articulation are regulated by several types of structures. There include the joint capsule, synovial membrane, ligaments, bone shape, articular cartilage and pressure. However, it is the general structure of the synovial joint that permits smooth movement. Synovial joints have five characteristic features. They all contain the following which facilitates their range of motion: a. articular cartilage b. joint cavity c. articular capsule d. synovial membrane e. synovial fluid These contents and arrangements allow the bones to move and glide across each other. This synovial arrangement allows for the greater range of movement of any joint types and movements permitted include the following: gliding, hinge, pivot, circumduction. Of these movement types gliding is the most common as it occurs in every synovial joint since it allows them to simply glide over each other. In some joints, like the carpal and tarsal joints, gliding is the only movement possible. The articular end of bones in a synovial joint are covered with hyaline cartilage (articular cartilage) and a surrounding tubular capsule which we call the joint capsule. The joint capsule is composed of an outer layer of ligaments and on the inside contains a synovial membrane which secretes synovial fluid. Some synovial joints have additional features. For example the knee contains small shock absorbing pads called menisci. Menisci are actually small pieces of fibrocartilage situated between the bones t o absorb shock. Joints with menisci also have small fluid filled sacs called bursae. Bursae are also lined with synovial fluid and also help with smooth joint movement. Lets look at the synovial joints in more detail. There are six types of synovial joints. If you read different textbooks you will notice several different terms for the same type of joint. Where appropriate the other terms are also provided. (Insert Figs 8.8-8.12 from Seeley) (Also insert table 7.4 from Shier) a. Pivot Joint. This joint comprises a ring of bone that rotates around another. An example of this is found in the neck (the atlanto-axial joint). This joint is also referred to as a troichoidal or screw joint. This type of joint can also occur when two long bones fit against each other so that the bones roll around each other as with the radius and the ulnar in the forearm. The only type of movement that pivot joints allow is rotation. This movement only occurs in one plane and is therefore uni-axial. b. Ball and Socket Joint (enarthrodial, spheroidal). This joint is the most mobile and allows movements in all directions. Examples include the hip and shoulder. The high degree of mobility also causes the joint to be less stable. In this type of joint, the head of a long bone fits into a cuplike structure of the other bone. If you think about the trailer and hitch setup on a car, the joint is highly mobile and allows movements in the three cardinal planes and is therefore referred to as tri-axial. c. Hinge Joint (ginglymus). This joint allows flexion and extension (but not rotation). For this reason it is referred to as a uni-axial joint. Examples are the elbow and the knee joint. This joint structure contains strong ligaments and is therefore a very stable joint. d. Ellipsoid (condyloid, ovoid). This joint is essentially a less flexible version of the ball and socket joint. This joint has an oval surface that fits into a reciprocally shaped concave disc surface. This joint allows movements in tow planes and is therefore biaxial. It allows flexion and extension movements, and abduction and adduction and therefore circumduction as these movements can occur together. Examples include the radiocarpal joints. e. Saddle (sellar, carpometacarpal). The visual of a riding saddle is a good image to depict this joint. The bone surfaces are both shaped like a riding saddle and therefore fit over each other allowing flexion and extension, and abduction and adduction. Even though this joint has the same movement capabilities as the ellipsoidal, it has a greater range of motion. The joint is therefore biaxial. An example is the carpometacarpal joint of the thumb. f. Gliding (plane, arthrodial). In this type of joint the articulating surfaces are almost flat and so the surfaces glide over each other. This motion is fairly limited and the joint is viewed as a non-axial joint. Examples of this joint include the intercarpal and intertarsal joints. There are also other synovial type structures that are associated with the diarthrodial joints. They are called bursae and tendon sheaths. Like other aspects of the joint capsule these are susceptible to injury and breakdown over time causing discomfort and pain. The bursae are small capsules lined with synovial membranes that also contain synovial fluid. Their role is more for cushioning between the bones as opposed to providing a fluid lubrication surface (although they do that also). A primary role of bursae is to separate tendons and bone which reduces the friction during movement. Tendon sheaths are also synovial structures that surround tendons. Tendon sheaths are double layered structures and they also add an element of protection to many tendons that cross joints, such as those in the hands and wrist. Fibrous or Synarthrosis Joints These joints do not contain an articular cavity and are generally viewed as immovable. These joints are made mainly from fibrous connective tissue and can move very little. They are mostly concerned with absorbing shock. In this type of joint two bones are joined together by a fibrous connective tissue. There are two basic types of fibrous joints. a. Sutures. This type of joint is found only in the skull. They are very rigid joints designed mainly to absorb impact. The design of these joints is such that grooved or serrated bone ends are attached by tightly connected fibers. This also allows skull growth. As an adult these fibers begin to ossify and are eventually 100% replaced by bone and then are basically immovable versus somewhat movable in growing children. b. Syndesmoses. Like sutures, dense fibrous tissues bind the bones together allowing limited movement (although more than sutures). Examples in the body include the coraco-acromial joint. In this joint arrangement the bones are usually further apart than they are in sutures and are joined by ligaments. Hence, allowing some movement. The teeth are also an example of a particular type of fibrous joint. Sometimes they are called peg and socket joints. This joint is more accurately referred to as a gomphosis joint. Gomphosis literally means a bolt in Greek. A gomphosis joint is an articulation via the insertion of a conic process into a socket (hence the bolt). If you envisage the root of your tooth into an alvestus (small hollow) in your jaw, this is the form it takes. A gomphosis is not really a connection between two bones even though it is considered a fibrous joint. Cartilaginous or Amphiarthrosis Joints These joints do not contain an articular cavity but are viewed as slightly movable. They allow a twisting or bending motion. There are two basic types of cartilaginous joints differentiated on whether they joint together using hyaline cartilage (sychondroses) or fibrous cartilage (symphyses): a. Sychondroses. This literally means held together by cartilage. The bones are held together by a thin layer of hyaline cartilage. Examples include the sternocostal joints. The growth plates of bones are sychondroses. Interestingly, many sychondroses are temporary as bone eventually replaces the cartilage forming a synostoses (when two bones fuse together to form one bone). b. Symphyses. These joints are connected by fibrous cartilage which allows slight compression. In these joints a thin layer of hyaline cartilage separates a disk of fibro cartilage from the bones. Again, the joints allow limited movement. Examples include the vertebral joints. (Insert Table 8.2/8.1, Seeley) Joint lubrication The smooth movement of synovial joints is made possible by several features. We generally identify two forms of lubrication and refer to them as boundary lubrication and fluid film lubrication. The fluid film lubrication is really what allows us our day to day fluid movement as it comprises a thin film of lubricant that separates the bones. It functions for the most part under low loads with higher speeds. As an interesting side note; synovial joints can self-lubricate by shifting the synovial fluid back and forth under bone surfaces as the bones move. Boundary lubrication on the other hand is more important for higher stress loads over longer periods of time. Cartilage In the earlier section on synovial joints we introduced the terms articular cartilage and articular capsule. We also discussed the role of the synovial fluid in lubricating these joints. Like any mechanical device, be it a bicycle chain or car engine or human joint, lubrication is vital for proper functioning. In humans, a white connective tissue known as articular cartilage provides this lubrication. This white dense cartilage coats the ends of the bones in diarthrodial joints allowing movement with minimal friction, wear and pain. It also spreads the load at the joint over a wider area decreasing pressure and stress at any contact point. Estimates suggest that articular cartilage can reduce the contact stress on bones and joints by up to 50%. Articular cartilage is somewhat unique in its design as a living substance. Articular cartilage contains no blood vessels, nerves or lymph vessels. Water makes up most of the mass of articular cartilage with estimates ranging from 65-80% of th e weight of the time. Articular cartilage is also referred to as a viscoelastic tissue, sometimes this is referred to as biologically time dependent. What this means is that when you apply a constant load over time to the cartilage, its mechanical behavior (and shape) will also change over time. An example of this is an increase in the thickness of cartilage that occurs from exercise as greater volumes of fluid move in and out of the joint! Cartilage is a connective tissue that comes in several forms. There are three recognized types: a. hyaline b. articular c. white fibrocartilage Hyaline cartilage is smooth with shiny physical properties of a glue-like substance (even though it lubricates). The term hyal means glassy. Articular cartilage lines the articular (smooth) surfaces of the bones allowing for efficient smooth movement. White fibrocartilage is a strong fibrous tissue saturated with the glue-like cartilage that gives it a very strong tendon-like property. Articular fibrocartilage is found in amphiarthroses joints. This articular fibrocartilage is found as a fibrocartilaginous disc known as a menisci. This is the design in the intervertebral discs. The role of menisci are somewhat unclear but are believed to help reduce shock. The final articular component is that of articular connective tissue. Articular connective tissue includes both tendons and ligaments. The tendons connect muscle to bone and the ligaments connect bone to bone. These connective tissues are passive tissues comprised mainly of collagen and elastic fibers. These tissues are minimally extensible with no contraction ability and instead return to resting length as the muscle relaxes and the antagonist contracts. These tissues are elastic which helps them return to their original length. Ligaments Ligaments join bone to bone by inserting directly into the bone of the periosteum. Ligaments comprise fibers that are arranged in various directions. The major constituent in ligaments is the protein collagen and is very strong. The ligaments plan a major role in the stability of a joint. The arrangement of the ligaments varies according to the joint and the degree of mobility within the joint. In joints with greater mobility and larger ranges of motion there are usually multiple ligaments. The knee is a nice example in that its mobility necessitates four ligaments. This arrangement allows for a high degree of mobility while also maintaining its stability. Joint Problems and Injuries The basic shape of joints and they way they functions makes them prime targets for injuries. Some injuries are mild like a sprain or slight hyperextension while others are much more severe like shoulder dislocations or torn anterior cruciate ligaments. Sprains basically are a stretch of the ligaments and are usually very painful although not serious. While many joint injuries heal on their own, many do not and require either surgery or medications. Common joint injuries include the sprains and strains but also tennis elbow or nursemaids elbow. Nursemaids elbow occurs when the radius (one of the bones in the forearm) slips out of place from where it normally attaches to the elbow joint. It is a common condition in children younger than 4 years of age. It is also called pulled elbow, slipped elbow, or toddler elbow. The medical term for nursemaids elbow is radial head subluxation. A sudden pulling or traction on the hand or forearm causes nursemaids elbow. This causes the radius to sli p out of the ligament holding it into the elbow. It can occur when an infant rolls himself or herself over, from a fall or from pulling, or swinging a young child by the hand. Tennis elbow is also a very common injury and contrary to popular belief doesnt just result from playing tennis. Tennis elbow is a repetitive stress injury of the elbow that occurs when the muscles and tendons in the elbow area are torn or damaged. Tennis elbow is usually caused by repetitive activities that strain the tendons in the elbow area, such as using a manual screwdriver, using a hammer, gripping something repeatedly or of course hitting backhand in tennis. These types of injuries are usually acute and be treated effectively within a few days. Other conditions like arthritis are more chronic and require more long term treatment. Much joint soreness is caused by some sort of inflammation and the biggest cause of joint soreness in humans is arthritis which can affect any joint in the body. Arthritis is basically an inflammation of any joint in the body. Perhaps you have noticed that you are a little more stiff and slow when you get out of bed in the morning. Although we dont always feel it, arthritis is pretty much present in every person. As it develops it causes pain in the joints with movement especially after periods of inactivity. It is estimated to affect about 10% of the worlds population and 14% of the US population and is suggested as the leading cause of disability in people over 50 years old. There are many types of arthritis but the most common is probably osteoarthritis (OA). OA affects articular cartilage and results from the breakdown of the joint capsule and loss of synovial fluid. This means bones can end up rubbing together which cause pain an inflammation. However, it is not just the joint c apsule per se that is involved but also the ligaments, tendons and muscles. It has long been maintained that repetitive stresses caused arthritis but that is not always the case as we know that people who exercise regularly do not develop as much arthritis. It appears to be more due to trauma, age and infection. Summary In chapter six we provided a brief introduction of the general skeleton but paying particular attention to the role and classifications of articulations (or joints). We have learned that although there are many, many types of joints there are three basic classifications, namely, synovial, fibrous, and cartilaginous. The joints are classified according to their structure and also how much movement they allow. The joints that we are interested in the most in kinesiology are really the synovial joints. They are what permit the greatest range of motion. The structure of these joints is highly dependent upon synovial fluid which is a highly fluid lubricating substance permitting smooth movement. Joints vary in their range of motion whereby some joints do not allow any movement and some allow movement in all three cardinal planes. As a general rule, the more planes of movement a joint can move through, the less stable the joint, and the more likely we are to injure it. The shoulder joint i s a nice example of this relationship. Ligaments are also present in joints and they play a varying role in the stability of a joint. Ligaments join bone to bone and are highly tensile structures. Generally, we find a greater arrangement of ligaments in joints with greater ranges of motion. Research note: You may have noticed that women often become more flexible when they are pregnant. Naturally, this is to prepare for the action of childbirth and labor. However, for this increased flexibility to occur there needs to be structural changes in the joint structure. This is mediated by changes in hormones such as estrogen and progesterone. But there is another not so common hormone, relaxin, which increases and acts to improve mobility in the symphysis pubis, allowing them to stretch more. Although this action is most pronounced in the symphysis pubis, the hormone can act on all connective tissue in the body. However, while this is beneficial, it can also be problematic as this increased flexibility can cause injury such as back pain, or in worse cases torn ligaments during a fall. For the most part the hormone levels are restored to normal levels shortly after delivery. Can you now answer the following questions related to joints and joint structure? Differentiate between a fibrous joint, a cartilaginous joint, and a synovial joint! 2. Can you identify which of the synovial joints have: a. 3 degrees of freedom? b. 2 degrees of freedom? c. 1 degree of freedom? 3. In your own words describe the 3 major classifications of joints and give two examples for each classification (if possible). Also write the synonym for the terms below. a. Synarthrodial joint? b. Amphiarthrodial joint? c. Diarthrodial joint? d. Synostosis? Can you list a motion/action that is allowed for each of the six diarthrodial joints: 5. Identify 5 primary functions of the skeleton! 6. Starting with the neck and working downwards, classify each joint. Neck Shoulder Elbow Wrist Fingers (not thumb) Thumb Trunk (bottom of spine) Hip Knee Ankle 7. Identify the type of joint shown below and then identify, where possible, two locations where one may find that type of joint on your body: Insert a picture of 6 diarthrodial joints!

Gender Relations in A Doll’s House and How Did I Miss You? Essay

Gender Relations refers to the power relations between men and women. Under patriarchal society, men and women do not stand on an equal ground, men shows superiority and women have lower status than men. Under patriarchal values, men possess higher status and act a dominant role, women are obliged to live according to their gendered roles, to be submissive. This notion of gender relations is like a culture, it affects how men and women interact and perceive one another, it also propagates though interactions between men and women. The imbalanced power relations between men and women can be found in a lot of Western and Chinese writings. A Doll’s House is a play written by Henrik Ibsen. In A Doll’s House, Henirk Ibsen presents the female protagonist, Nora, as a conventional woman living in a patriarchal society. Nora had to follow the rules and customs. She always had to mask her unconventional traits in front of her husband. Through the interaction between Nora and Torvald, the imbalanced power relations between men and women is shown. Torvald had more rights than Nora, and he just treated Nora as a possession of him. For Nora, she had to mask herself to accommodate to the patriarchal society. Finally she transformed into a New Women, breakthrough the patriarchal values and leave the confinement to search for her self. Through A Doll’s House, Ibsen criticizes the patriarchal values that society accepts. For How Did I Miss You, Zhang Xinxin presents the imbalanced power relations between men and women through the nameless female protagonist and male protagonist. They both symbolize the many men and women who lived in China during the Cultural Revolution. In the story, the female protagonist tried hard to pursue equal status wit... ...ates to men. To become an real individual, a woman has to leave her gendered role and seek her own life. It would be a difficult time for women. Henrik Ibsen thus reminds society of the imbalanced power relations and society should solve the problem. For How Did I Miss You, Zhang Xinxin presents the imbalance of power between female and male sex in China. The female protagonist acts as a mirror of millions of female in China. She suffers due to her unconventional traits and through How Did I Miss You, Zhang Xinxin depicts the difficult process of a woman to pursue an equal status with men. Works Cited Henrik Ibsen. Four Major Plays. Trans. James McFarlane and Jens Arup. Oxford: Oxford UP, 1981. Tam, K.K., Yip, Terry S.H., and Dissanayake, Wmal, eds. A place of one's own : stories of self in China, Taiwan, Hong Kong, and Singapore. New York: Oxford UP, 1999.

Marketing Professional Practice Essay

Executive Summary This report aims to develop some feasible strategies for a non-profit making organization – Care For Your Heart to achieve objectives in certain areas: 1. Enhancing the public awareness of the organization’s profile and service; 2. Reaching the youngsters and working group segments; 3. Gaining more donations for future development; and 4. Strengthening the network with medical doctors or nurses as part of voluntary work. These objectives can be carried out by the three main recommended strategies, include rebranding, sponsorship campaigns, and volunteer programs. Before launching other programs, rebranding is recommended to refine the image of Care For Your Heart by designing a new logo and name, which is more professional and appealing to the target market. The rebranding is also related to the strategies for achieving the organization’s new direction. The sponsorship campaigns aim at attracting companies for sponsorship, enhancing public awareness, and attract donations. The prospective sponsors include Nestle, Hung Fuk Tong, Watson, and HKHC. The respective strategies are Nestle milk powder lid design, Turn in Your Can; Hung Fuk Tong Care For Your Heart soup series; Watson Heart Caring Bottle Label Competition and launch of water bottle, carboy bottle design and poster distribution at offices; Cardiac Health Care Bus, Health Care Charity Fund, professional health talks, and Charity Health Check Day. Furthermore, volunteers for current and future events and campaigns are sourced from IVE, medical colleges, doctors, and HKHC. These strategies provide substantial benefits to Care For Your Heart. By successfully striving sponsorship and donations, Care For Your Heart can enhance its visibility, awareness and credibility via appearance of logo on sponsor’s products and websites. Donation is easier to attract when the organization is more credible, and more funds can be used to offer more activities for its members and the public. The campaigns and volunteer programs allow the organization to reach its young and business target markets when products and events are exposed at heavy traffic spots and offices. The sponsorship programs will last for two years, and the volunteer program is on a continuous basis, which the details are shown in the timeline in the later part of this report. And the estimated budget is set. Background of Organization Care For Your Heart is a registered non-profit charitable organization formed by a group of cardiac patients together with their families since 1995. Its services mainly target cardiac patients and their families. In 1998, Care For Your Heart set up the first cardiac mutual help and resource center, and is committed to patients and the public health (Organization Introduction 2010). Up until 2011, Care For Your Heart has more than 2600 members, and over 180 volunteers (Number of Members 2010). Members mostly age around 51 to 80 (Age of Members 2010), and geographically concentrated in Hong Kong Island (Residence of Members 2010). The sources of funds is attracted from multiple channels; include donations, Community Chest, Social Welfare Department and other activities (Sources of Funds 2010). Logo of the Organization The flower-liked logo represents that the organization is concerned about heart related issues. Vision and mission of Organization Care For Your Heart aims to encourage mutual support spirit among cardiac patients and family support, so that the patients can positively face their illness (Organization Introduction 2010). It strives to enhance cardiac patients knowledge towards cardiac diseases, boost recovery, and prevent the opportunity of relapse; to act as a bridge between patients and medical institutions in order to provide all-round services; gather patients, protect and strive for rights and welfares; promoting social knowledge about cardiac disease, prevention, caring and accepting cardiac patients and enhance public awareness towards heart healthiness (Organization Introduction 2010). Care For Your Heart aims to increase the number of members; encourage members nd others to volunteer in charitable events and supporting activities; to attract more stable funding, such as monthly donation; to enhance awareness and educate public about the increasing trend of youngsters suffering from coronary heart disease; to motivate general public changing their lifestyle to improve health; to attract business groups’ awareness about cardiac disease; to establish a stronger network with doctors for f acilitating volunteer work, and other events and activities. (Future Prospect 2010). . Introduction The chairman of Care For Your Heart has illustrated the current issues faced by the organization and proposed several questions. This report is to develop feasible strategies for the organization to overcome its situation and further development in certain area. 1. Develop relevant strategies in order to enhance the public awareness of the organisation’s profile and service; 2. Attract more younger and working groups to join the organization; 3. Gain more donations for further development and 4. Strengthen a network of medical doctors or nurses as part of voluntary work. 2. Target Market 3. 1. Target Group The target market is defined by Care For Your Heart, basing on its current situation and problem. Based on research, heart disease has a rejuvenating trend and threatening working group aged 20 years old or above. These groups are targeted as they are constantly under high pressure and heavy workload. Business class with quick life rhythm typically lack of resting time. In addition, they always overlook the importance of keeping their heart healthy. 3. 2. Medical Doctor Another target group is the medical doctors. Medical doctors play an important role for these kinds of organization because of their professional medical knowledge. Other than that, Care For Your Heart inviting medical doctors for volunteering can expand their network in medical field and increase its credibility to the public . 3. 3. Partnership The following are some suggested partners for Care For Your Heart to cooperate with: * Nestle Hung Fook Tong * Watson * Hong Kong Health Check & Medical Diagnostic Group Limited Details will be illustrated in the following part of the report. 3. 4. Other Stakeholder Stakeholders| Details| Donors| * Existing donors (Social Welfare Department, The Community Chest, Food and Health Bureau) * Potential donors at all ages in global * It is important for a non-profit organization to have positive and enough reputation, which will influence donation . Policy from donation also affect the operation of the organization| University| * Helps to disseminate cardiac information * Helps to enhance the awareness of the organisation * Eg: Hong Kong College of Technology, The Chinese University of Hong Kong etc| Hospital| * Reach more cardiac patients * Helps to enhance the reputation of the organisation| General Public| * Opinions leaders who can influence the peers * cardiac patients and families| Media| * Global newspapers and magazines * TV stations, radio stations, newspapers and magazines publishers, leaflets, seminar| Potential Investors| * Corporations or individuals that are interested to invest in â€Å"Care For Your Heart† (Children’s Heart Foundation and The Hong Kong Tuberculosis, Chest and Heart Diseases Association: can enhance the awareness of â€Å"Care For Your Heart† and donation| 3. Campaign Strategy 3. 1. Rebranding As brand is a valuable asset, it allows organization to communicate a clear set of v alues toward its stakeholders. Non-profit organization is a kind of concept-brand which is associated with an abstract concept, such as cancer awareness, environmentalism or cardiac disease (Daly and Moloney 2004, 30). The current logo of Care For Your Heart is too old-fashion and poorly deliver the meaning about cardiac care issues. To best meet the target group, suggestion is given for the organization to redesign its logo and name. Rebranding  is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a new position in the mind of stakeholders (Daly and Moloney 2004, 30). The change in the name and logo of the organization may enhance public awareness and reputation. Furthermore, the newly established brand elements can also better related to the current situation that the organization is facing (Muzellec and Lambkin 2008, 284). The new logo and name designed for the organization aims to better suit the target group, and will be illustrate in the following: 3. 1. 1 New logo: The new logo echoes with the name â€Å"Care For Your Heart†, containing a hand showing a gesture of holding a heart. Hand represents human; gesture represents caring; heart represent cardiac and compassion. The new logo is simple, more eye-catching, and the meaning is more obvious at a glance than the old version, thus the target market can easily understand the role of Care For Your Heart. Furthermore, the logo shows the commitment of Care For Your Heart to embark on a new direction and coordinate with our proposed strategies. 3. 1. 2 New name: Care For Your Heart can rename its Chinese name from to. The new name provides formality, thus projecting a more professional image. Moreover, it can better represent the mission of Care For Your Heart, which is to gather cardiac patients for mutual help and enhance public’s concern of cardiac disease. 3. 2. Seek For Partnership To achieve the goals proposed by the client, it is necessary for the organization to engage some partnership in order to support its daily operation and further activities. There are four potential companies for partnering with Care For Your Heart to enhance awareness, funding supply and voluntary work, including: Nestle, Hung Fong Tong, Watson and Hong Kong Health Check & Medical Diagnostic Group Limited. These potential partners have similar vision and mission within Care For Your Heart in terms of concerning the health of people. The cooperation between â€Å"for profit† business and non-profit organization is called cause-related marketing (CRM), which both parties are involved to create mutual benefits. â€Å"For profit† business implemented CRM to build brands, revitalize corporate, carrying out corporate social responsibilities, and make community involvement visible (Papasolomou, and Kitchen 2011, 63). Non-profit organization can be benefited due to the contributions from the â€Å"for profit† business in order to meet its needs and objectives. CRM is proved to be an important marketing tool which demonstrates a firm’s commitment in addressing a social issue (Papasolomou, and Kitchen 2011, 63). The following are the strategies proposed to cooperate with the partners. 3. 3. 1. Nestle – Carnation Omega High Calcium Milk Powder Reason for partnership with Nestle Nestle is a well-known nutrition, health and wellness company which founded in Switzerland in 1866. The company’s mission is â€Å"Good Food, Good Life†, which is to provide great tasting, nutritionally superior food and beverage, and great services to consumers around the world (Nestle 2011). Creating shared value is a fundamental part of Nestle’s way of doing business to create long-term value for shareholders and society, which is beyond compliance and sustainability (Creating Shared Value 2011). One of its products, the Carnation Omega High Calcium Milk Powder is chosen as a health product for the World Heart Day in 2010 and 2011. This low-fat milk power can strengthen the heart and reduces cardiac related diseases. The ingredients and functions of this mike powder are the followings (Milk Powder 2008). i. Omega 3 and 6 fatty acid: Regulate body’s cholesterol level and benefit to the cardiovascular system. ii. Low-fat: Reduce fat absorption which benefit to the heart. iii. High in calcium: Benefit to the bones and prevent osteoporosis. iv. Vitamin A, B and E: Assist in metabolism and health function. This milk powder was sold in different channels as well as supermarket and drugstore in Hong Kong, such as PARKnSHOP, Welcome and Watson. Each of them operates more than 200 stores and has different customer segments. It is believed that Care For Your Heart can gain benefits through enhanced awareness, and obtaining stable and long-term based donation. Proposed Strategy I. Cardiac information inside the lid, and logo on the package. Cardiac information as well as â€Å"7 ways to protect your heart†, â€Å"Make your heart healthier†, etc. is suggested to print on the internal side of the lid. Every time when consumer opens the lid, they can read the information provided by Care For Your Heart. A colorful background can be used in order to attract their attention and increase the visibility of such information. Moreover, the logo of the organization is also printed on the package of the milk powder to gain awareness (Refer to Appendix 1 and 2). The followings are the suggested cardiac information. 7 ways to protect your heart: * Maintain appropriate cholesterol level by having low-fat diet * Maintain appropriate weight and balanced diets. * Eat 2 fruits every day * At least 30 minutes aerobic exercise per day * No smoking and alcohol * Remain a cheerful mood * Regular Body check II. â€Å"Turn in Your cans† Yoplait Yogurt, a France originated brand founded in 1964, had launched a campaign called â€Å"Save Lids to Save Lives† for 10 years. The main concept of this campaign was to raise money for charity organization and activities, such as Susan G. Komen Breast Cancer Foundation,  Race for the Cure, etc. Every lid that the customer reserved, Yoplait will donate US$0. 1 after they registered the code number on the lid online (Save Lids to Save Lives 2011). A loyalty program called â€Å"Turn in Your Cans† is proposed to achieve long-term relationship among three parties: the customer, Care For Your Heart, and Nestle. When customer finished one can of milk powder, they could turn in the can to a supermarket or drugstore, then Nestle could collect those cans for recycling. A stamp would be awarded per one returned can. When customer collected 3, 5 and 10 stamps, they can enjoy discount of 10%, 30% and 50% respectively for the next purchase. This campaign could increase customers’ loyalty towards this milk powder, and attract purchases from new customers. As a result, Nestle can gain an increase in sales, and Care For Your Heart can receive donations. III. 5% donation from the total sales of the milk powder To obtain long-term donation, Care For Your Heart could receive 5% of total sales from this milk powder. The milk powder is selling at the price around HKD$104. 6, which means Care For Your Heart can receive approximately HKD$5 from each can of milk powder sold. 3. 3. 2. Hung Fook Tong Reason for partnership with Hung Fook Tong Hung Fook Tong is the biggest herbal tea group in Hong Kong founded in 1980s. With more than 700 staff members, and over 100 stores among Hong Kong (Milestone 2011), it is persistent in using genuine ingredients with no added preservatives in the product. Producing and developing quality products are the philosophy of â€Å"making naturally† (Mission 2011). In 2011, Hung Fook Tong acquired the prime awards for corporate social responsibility 2011 from Prime magazine (Company news 2011), which shows that Hung Fook Tong continuously strive to fulfill corporate social responsibility. Hung Fook Tong has introduced a series of Chinese soup and individually packed soup into the market under its brand name. Those series of soup is nourishing, which helps to maintain good body condition and is good for health. As individually packed soup could reduce the time of making soup at home, it is typically popular among working class. Thus Hung Fook Tong is another suggested source to cooperate with for gaining long-term donation and enhancing public awareness. Proposed Strategy I. â€Å"Care For Your Heart† soup series There are several soup recipes shared by some Chinese medical doctors on Care For Your Heart website. Those soups are beneficial to the heart and can prevent heart attack. Care For Your Heart could cooperate with Hung Fook Tong to introduce these series of soup or invest in new soups for the target market. Such as: * Mushroom  soup with bamboo fungus and  lotus root. * Black hen soup with lily and cloud ear fungus. * Black hen soup with chestnut. These series of soup can sold at a cheaper price HKD$40 for increasing sales volume, which others series are sold at HKD$48 and HKD$63. II. Logo on the package front and cardiac information at the package back The logo of Care For Your Heart is suggested to put on the front side of the individually packaged soup, and some cardiac information at the back. This increases the visibility of the organization, as well as disseminating cardiac information when customer turns the package to look at the ingredient list of the soup. During the selection process, consumers make decisions base on the soup’s functions, thus the â€Å"Care For Your Heart series† can impress those that concern about heart health, and attract those customers that are previously not aware of the heart health series. The logo of Care For your Heart can also be placed on the menu to increase visibility (Refer to Appendix 3 and 4). III. 5 % donation from the total sales of â€Å"Care For Your Heart† series Care For Your Heart could receive 5% total sales of individually packed soup in order to obtain long-term donation. Each individually packed soup is sold at the price around HKD$40, which means Care For Your Heart can received approximate HKD$2 from each sold of the soup. IV. Coupon Hung Fook Tong can also sponsor 500 packs of coupons, which contains 10 pieces within one pack with a total value of HKD$398, to Care For Your Heart for voluntary reward purpose. 3. 3. 3. Watson Reason for partnership with Watson Firstly, Watsons Water under A. S. Watson Group is currently a wholly owned subsidiary of the Hutchison Whampoa Limited, and is a world-renowned brand for supplying purest quality water. Moreover, the A. S. Watson Group has obtained a number of awards, such as â€Å"Asia’s Best Brand Award – for excellence in Branding and Marketing† in 2010 and 2011, â€Å"Caring Company† by the Hong Kong Council of Social Services from 2002 to 2011, and â€Å"Top Ten Brand names Award† by Chinese Manufacturer’ Association of Hong Kong in 2003 (Our Achievements 2011). Furthermore, A. S. Watson Group is positive related to healthiness, as it owns the Watsons Athletic Club which is committed in sponsoring and supporting local athletic events. This healthy association links with Care For Your Heart’s mission to improve public’s health issues. Secondly, the A. S. Watson Group is committed in performing corporate social responsibilities, and view CSR as opportunities. From A. S. Watson official website: â€Å"We encourage our business unites to develop programmes with organizations that are relevant to local community needs, and we support our employees’ effort in getting involved and contributing to society (Lai 2011). † This provides a favorable circumstance for Care For Your Heart to persuade Watson’s participation. Thirdly, Watsons Water has wide distribution channels, from street stores to big chained supermarkets. With the various availability of channels, it allows Care For Your Heart to increase exposure to the public and enhance the recognition of the company name. Proposed Strategy There are 3 main activities in this campaign: including Watsons bottled water label design competition, donation from the designed bottle, and cardiac slogan labels on Watsons Water carboy series and posters distributed to offices I. Watsons bottled water label design competition The first stage of this campaign starts with organizing a Watsons bottled water (both distilled and mineral water) label competition hosts by Watson and cooperates by Care For Your Heart. The theme of this competition is called â€Å" † – â€Å"Watsons Heart Caring Bottle Design Competition†, which encourage a submission of bottle label design aiming at enhancing public’s awareness towards cardiac disease. The competition will open for one to two months and targets youngsters age 15 to 25, whom are interested in drawing or design, and would seek for self-esteem through competition. The opening of this competition will be announced via newspapers (both paid and free), Watsons Water’s official website, and Facebook page. For motivation, awards will be given to the top three winners. The tentative prizes include: Champion: HK$5000 with certificate First runner up: HK$3000 with certificate Second runner up: HK$1500 with certificate All participants will also obtain a certificate as encouragement. After collecting all designs, both Watson and Care For Your Heart will have representatives appraising the designs and select the winners. A press conference will be held for the announcement and award ceremony of the top three winners. And their work will be launched on the bottle, which will be further discussed below. II. Launch of the specially designed bottle for donation to Care For Your Heart After the end of competition, the second stage of the campaign is the launch of this specially designed Watsons Water. The top three winners’ designs will be launched for 280ML to 800ML bottled water, both distilled and mineral. The distribution channels include all major types of supermarkets (Welcome, Parkn’ Shop, City’super etc. ), convenient stores (7-11, Circle K etc. ). The preparation for the label design will be around one month, and the tentative distribution period is set to be 2 to 4 months. Care For Your Heart can negotiate the percentage of total sales for donation with Watson. The recommended percentage is 5 to 15%. Furthermore, the label will contain information about the donation. For example: â€Å"Every bottle of water you purchase, Watson will donate $1 for Care For Your Heart on cardiac disease funding. † III. Cardiac info/ slogan on the Watson’s water carboy series in offices and posters distribution The third stage of the campaign is the launch of promotional label on Watsons Water carboy together with the distribution of posters to offices. The objectives of this event are to create opportunity for Care For Your Heart to reach the business sectors and to increase their awareness towards cardiac disease and provide some tips on prevention. This campaign will last for one to one and a half year. i. Poster Posters will be distributed together with the water bottles, and encourages offices to post it in the pantry or places near the water dispenser. The poster will contain some brief tips on preventing the formation of cardiac disease due to stress and imbalanced lifestyle. The information on the poster is the same as the information on the lids of the Nestle milk powder (Refer to Appendix 5). ii. Label A label is designed for 4. 5L, 12L and 18L bottles which fit most types of water dispenser, containing Care For Your Heart’s logo, slogans about heart protection. Appendix 6 shows an example of the label design. IV. 5% donation from the sales of designed Watsons Water bottle Watsons bottle water sold at the price HKD$6. 5, which Care For Your Heart can receive an approximate donation of HKD$0. 3 per bottle of the water sold. 3. 3. 4. Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) Reason for partnership with HKHC Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) is a company providing a variety of body check service to the community and has developed 15 health checking center in Hong Kong. The mission of the company is to provide  excellent  and  high standards of  imaging and  diagnostic services in order to improve  community  health under the concept of  preventive medicine. (About Us, 2011) It is chosen to work with Care For Your Heart as the two organizations are sharing similar missions of improving community health and health care awareness. Proposed Strategy I. Cardiac Health Care Bus The main functions of the Cardiac Health Care Bus are to provide free basic heart disease related health checks, for example, blood pressure, blood sugar, cholesterol; and educate public about heart disease preventions. If patients are diagnosed to have a possibility of getting cardiac disease, they will be refered to HKHC for a comprehensive health check. A medical professional and two volunteers from Care For Your Heart will be on duty in the bus. There will be 6 buses available, 3 for New Territories, 2 for Kowloon and 1 for Hong Kong Island. The buses will serve everyday in two spots with two time periods, from 11a. m. to 3p. m, and 4p. m. to 8p. m. , which can serve around 50 to 70 people every day. This idea is feasible as it has been successfully adopted by other organizations, such as the Pok Oi Hospital. II. Health Care Charity Fund (HCCF) HCCF is a working partner of HKHC, who aims to implant the concept of â€Å"Health†¦ we care you care† to the community through educational and medical healthcare service (Vision and Mission. 2011). Its missions are to help the needy of the community by offering free health check services and organizing professional health talks; to increase the healthcare awareness of the community by promoting the concept of preventive healthcare through comprehensive periodic health check at the highest standard; and to serve the community through supporting volunteering services which organized by non-profit making organizations or collaborated with local communities (Vision and Mission. 2011). The nature of this organization fits with Care For Your Heart’s vision as both organizations achieve their missions by organizing talks, fund raising and voluntary work. Two programs are designed for corporation of CFYH and HCCF. i. Professional Health Talks Health talks will operate once each year at each community center in 18 districts by Care For Your Heart. The talks emphasize on heart care related topics, such as prevention, types of heart disease etc. Professional speakers are the volunteers from HKHC and talks are sponsored by HCCF. Each talk is opened for 100 to 200 audiences (depends on the population of the district) and is free of charge. The target of this campaign is to reach citizens in 18 districts within one year and four months for 6 districts. For the first four months, talks will operate in North, Tai Po, Sha Tin, Tsuen Wan, Tuen Mun and Yeun Long; the next four months will operate in Kwai Tsing, Kowloon City Kwun Tong, Sham Shui Po, Wong Tai Sin and Yau Tsim Mong; and the last four months will operate in Island, Sai Kung, Central and Western, Eastern, Southern and Wan Chai. ii. Charity Health Check Day The date of Charity Health Check Day is set on the World Heart Day in every year. 5 to 10% of body checks income from HKHC will donate to Care For Your Heart through HCCF. HCCF used this format previously with HKHC and the Senior Citizen Home Safety Association (SCHSA) on mother’s and father’s day in 2011. Part of the body check income on that day was donated to HCCF, and the donations are used to provide personal emergency link for the elderly people (Tuesday Charity Health Check Day, 2011. ). 3. 3. Potential benefits receive by Care For Your Heart By the partnership with the above sponsors, Care For Your Heart can be benefited in various ways. I. Enhance awareness Firstly, as concerned by Care For Your Heart, it is currently facing low recognition by the public. To reverse this situation, its visibility, awareness and credibility can be increased by having Care For Your Heart’s name and logo appearing on sponsor’s events, and product packaging, which the product is well-recognized, easily found and consumed. Care For Your Heart can also leverage Nestle, Hung Fook Tong, Watson and HKHC’s goodwill on being healthy. Moreover, those sponsors enhance Care For Your Heart’s publicity by placing the organization name as the beneficiary organization at the end of the TV commercial. II. Reach the target segments Those proposed strategies allow Care For Your Hear to reach its desired target segments – the youngsters and businesses. Different channels were used for the distribution of the product by Nestle and Hung Fook Tong, such as supermarket, drugstore and MTR shop as well, which helps in increase exposure and visibility of its name and logo to different segment. Moreover, the Watson bottle water competition provides an opportunity for youngsters to demonstrate their stills in art, and act as a channel to educate them about cardiac diseases through participation. On the other hand, labels on carboy bottles and posters in office pantry can be an attention getting tool. By placing these at prominent spot, it can firstly get their attention. When they are continuously exposed to the information, they will be able to remember and recall the message. Furthermore, if the Cardiac Health Care Bus is successfully introduced, the mobility of those buses can further help Care For Your Heart in reaching more people in Hong Kong. III. Donation Donations can be gained through the sales of each product and the money can be used for funding daily operations or future activities. Furthermore, if the sponsors are willing to renew the contracts with Care For Your Heart, it will be able to obtain donations in a long-term basis. 3. 4. Potential benefits receive by sponsors I. Perform Corporate Social Responsibility The main benefit that Nestle, Hung Fook Tong, Watson and HKHC could gain is to accomplish its role in performing corporate social responsibility. Each company is committed to invest on creating shared value for society, as well as social welfare, environmental protection and other aspects regarding to the global compact. Companies could achieve its goals when cooperating with Care For Your Heart. II. Improved brand image Furthermore, the ultimate objective of performing CSR is to improve consumers’ perception towards the brand, which is being a contributor to the society thus enhancing goodwill. III. Boost Sales Each sponsor can boost its sales or expands market share due to its contribution to the society. Customers are more likely to choose a product when they realize that they can engaging in the contribution process (Stanalan, Lwin, and Murphy 2011, 51). IV. Benefits distributed by Care For Your Heart Care For Your Heart will provide the following benefits to all sponsors: * Have a one page free advertisement in the organisation magazine and annual report. Brief profile of the sponsors and the detail of ongoing campaigns on Care For You Heart website * Acknowledge the name and logo at the bottom of Care For Your Heart official website with hyperlinks to sponsors’ homepages * Acknowledge the name and logo on all promotion materials including newsletters, organisation magazines, broch ure covers or free gift bags etc. * Acknowledge the name and logo of sponsors on volunteers’ shirts * Provide at least one banner during any events * Announcement of sponsorships in all events or public speech * Guaranteed to be the only sponsor in the same category of industry * Allow to display company’s materials or products on the table for any events 3. 5. Volunteers’ recruitment The recruitment of volunteers for Care For Your Heart targets three groups: students from IVE, trainees of medical colleges, retired doctors, and the Hong Kong Health Check ; Medical Diagnostic Group. The details of the recruitment program are the followings. IVE On recruiting volunteers for Care For Your Heart, firstly, a non-academic volunteer program can be opened for the Hong Kong Institute of Vocational Education students majoring in Applied Nutritional Science, Pharmaceutical, Medical and Health Care, or Social services. Students are encouraged to apply the campaign throughout their study. This volunteer campaign requires students to participate in volunteer work for Care For Your Heart once in two weeks for four to six hours. The working time will be recorded and accumulated until they graduate or withdraw from the program. A quota on working time is set for students as a goal, for example, participating volunteer work for 72 hours in half a year. Students who have achieved the goal of this program will be rewarded with a non-academic award by Care For Your Heart, which is beneficial to their future career. Medical colleges’ trainees Secondly, trainees in medical colleges of the University of Hong Kong and the Chinese University of Hong Kong are a considerable group for voluntary works. They obtain the required health care knowledge and elementary first aid skills. Moreover, this voluntary program can be included as part of the intern training. Similar with the program for IVE, a certificate will be given to participants as a reward, which helps their future career. Moreover, participants can enrich their practical experience before they enter the society. Medical professional Thirdly, doctors are another great source to attract as volunteers. They obtain the expertise in the cardiac field thus able to provide professional consultation for patients. Care For Your Heart can target this group by inviting those doctors that are seeking self-actualization, and appeal to them through mental motivation. For example, suggesting them to offer one or two days of voluntary consultation. By acquiring a sufficient number of voluntary doctors, members of Care For Your Heart can be benefited as it has more human resources to organize thorough functions and events for its members and the public, thus achieving the goals of increasing public awareness towards cardiac disease. Moreover, doctors can enhance their reputation and image by showing their sincerity in contributing to the society. Hong Kong Health Check ; Medical Diagnostic Group Lastly, referring to the event of the Cardiac Health Care Bus campaign, doctors from the Hong Kong Health Check ; Medical Diagnostic Group will volunteer for conducting simple tests and explain the health report to patients. Moreover, regarding this event, additional helpers are needed for showing information and assisting the doctor. These helpers can be chosen from IVE and medical college volunteers mentioned above. 3. 6. 5. Motivations to volunteers Besides, by analyzing their profile, Care For Your Heart can obtain data on the number of medical professionals and young volunteers the organization has attracted . ii. Amount of Donation Two sources of donations are needed to be evaluated: the public and partnership programs. By measuring the amount of donation from public and sponsoring partners, it can reflect Care For Your Heart’s reputation and credibility in public’s mindset. It can also show the benefits gain by both parties when the campaigns are launched (increased sales, product awareness and reputation). iii. Awareness Public opinion research will be conducted 3 times after 4, 12 and 24 months. The survey aims to collect data including: awareness and image of the organization; frequency and amount of donation; and awareness of activities and partnership program. The result will demonstrate whether the new strategies and rebranding are successful in enhancing the public awareness, especially within the working class. Regulate evaluation acts as a monitory function and can state the weaknesses of each program. Therefore, the organization can reinforce certain areas in order to achieve the ultimate goals. 6. Conclusion To conclude, Care For Your Heart could reach its target groups and deliver cardiac related information to the public by adopting the strategies mentioned above. Rebranding and those cooperative strategies can meet its goals effectively and efficiently. By performing cause-related marketing, all participating parties will receive benefits from the campaigns, as well as enhancing public awareness and improving brand image. The sales volume of the newly introduced products and the current product will also be increased, due to the change of customers’ perception towards the brand. The corporate partners will provide funding supply from the donations gained from product sales, and hence increase the cash flow of Care For Your Heart. Moreover, the reputation of Care For Your Heart will also be enhanced by the well-known partners. http://www. pokoi. org. hk/tc/services_cmedical. aspx http://www. hungfooktong. com/news/n017/index. html http://www.nestle.com/ http://www.aswatson.com/our-customers/ http://www.hungfooktong.com/tc/ http://www.yoplait.com http://www.hkhealthcheck.com/corp/tc/ http://www.hungfooktong.com/overseas_about.php http://www.aswatson.com/innovation/ http://www.hccf.org.hk/en/about_us.htm ;