Frankenstein †Golden Mean Archetype Essay

Throughout the last few chapters we have been reading, the perspective of our monster has shifted tremendously. At first, we viewed the creature as frightening and menacing. As the story continues, we base our view on the monster due to Victor’s aggressive behavior towards the creature, making us pity the poor monster as he has done nothing wrong; he is just lost in a new world, possibly experiencing culture shock. Now the creature is venturing out into the world, interacting with people other than Victor. â€Å"†¦for I never ventured abroad during daylight, fearful of meeting with the same treatment I had formerly endured in the first village which I entered† (106). After the monster encounters humans, people give the same reaction: fear. The monster comes baring no harm, but in fright, the citizens of the village run from him, scared of what might happen to them. This starts his increasing grudge against the humans. First, Victor rejects his appearance, oblivious to the being on the inside, now, complete strangers are neglecting him. His temper in steadily growing. â€Å"Was man, indeed, at once so powerful, so virtuous and magnificent, yet so vicious and base?† (107). After learning more history from his protectors, the creature is now questioning the characteristic change in man over the course of time. Back then, a creature of his nature might have been accepted, but now he is feared for his sole appearance. These events capture the imbalance in the golden mean because now the monster, once emotionally stable with his existence, is getting too angry and furious with the human race. The monster is now resembling Victor. Although he might not notice it, the monster is showing a strong connection between him and his creator through his actions. Both are seeking revenge and acting out through their anger. Now that the monster has built up the courage to confront the old blind man, by the name of De Lacy, he waits until Felix, Agatha, and Safie have left. He does not want to frighten them. Unfortunately, as he tries to speak with De Lacy, Felix and the others return. Upon Agatha fainting, and Safie running out of fear, â€Å"Felix darted forward, and with supernatural force tore me from this father, whose knees I cung; in a transport of fry, he dashed me to the ground and struck me violently with a stick† (123-124). The creature viewed the family and his own: his protectors. If they acted that way towards him, surely everyone else would too. Now, the monster’s revenge only increased. Soon enough, the creature is going to snap and lose control of his emotions. There is still some decency inside of the monster though. After witnessing an innocent girl downing, he saves her, despite his arising hate for humans. As a man comes and thinks that the monster is harming the girl, he shoots the creature, who had only tried to help. â€Å"The feelings of kindness and gentleness which I had entertained but a few moments before gave place to hellish rage and gnashing of teeth. Inflamed by pain, I vowed eternal hatred and vengeance to all mankind† (130). The spark inside of the monster triggers and rage flows through his body. Anger and revenge seep in and he now despises all human beings. The creature has terminated all tolerance for human beings, due to the everlasting hate he obtains from creatures so very similar to him. The golden mean has been violated extensively through the mistreatment of this poor creature. He has been nothing but joyous towards mankind, but in return he receives hate and pain, literally. The monster has no more patience or hope for the overturning emotions from humans. This eventually develops the motive for William’s murder, confessing to Victor the deviant act of not only the murder, but also of framing Justine.

Persists in central Africans Essay

The text notes that an alternate allele of the hemoglobin gene can cause sickle-cell anemia when a person is homozygous for this allele, but that a person who is heterozygous for the allele actually can derive a benefit from it–protection from malaria. In the United States, 8 percent of African Americans are carriers for the sickle-cell allele, while in central Africa the figure is 20 percent. What could account for this difference? Assess. Answer: The difference could be accounted for by the prevalence of malaria disease in central Africa. Heterozygous carriers of the disease are resistant to malaria. Furthermore, there is a at leasr a 25% chance that the heterozygous trait is passed on to the next generation. Malaria is more prevalent in central Africa than in America. African Americans are not as exposed to malaria as central Africans are. Therefore, the sickle-cell trait is being faced out gradually in African Americans. Central Africans on the other hand are continually exposed to the disease. The trait therefore persists in their genome. More malaria resistant individuals are born. Unfortunately, they are heterozygous carriers of the sickle-cell trait. When two heterozygous individuals produce offsprings, there is a 25% chance that a one of them is a homozygous for sickle-cell disease. Therefore, the trait persists in central Africans.

Personality Analysis of Anthony Kiedis

Samantha Selody Professor Dana Nelson Theories of Personality 10 October 2012 Personality Analysis of Anthony Kiedis Anthony Kiedis was often considered a â€Å"trouble maker† from a young age. By the third grade, he had developed a real resentment toward the school administration and teachers because if anything went wrong, he would be routinely pulled out of class and considered to be the cause of the problem. Because Anthony did not have any good male role models early on in his life, he developed a problem with authority figures and had no one to rein in any antisocial behavior (Kiedis, 2004, p. 9). Anthony moved to Hollywood, California to live with his father in 1974 at the age of twelve. Anthony’s father, John Michael Kiedis (a. k. a. Blackie Dammett) promoted a highly indulgent-permissive style of parenting. McAdams (2009) describes this particular practice of parenting as having few high standards set for behavior but are highly responsive to children (p. 82). Although Anthony did do well in school and with his work, he was not expected to and was often distracted from his school work and left to fend for himself when it came to food and actually arriving at school.Anthony’s father did not provide a good social learning environment for him. His father allowed him to smoke marijuana and do other illicit drugs at the young age of 12 (Kiedis, 2004, p. 26). Anthony was also exposed to a variety of sexual encounters that most would find inappropriate for a 12 year old to experience. Anthony’s father often exposed him to the Hollywood night club scene where he was encouraged to drink and stay up extremely late with his father and other adults.From these experiences, Anthony learned from his social surroundings that drug use, partying, and alcohol were a social norm and something that was acceptable to do. This ultimately set him up for severe drug problems that occurred and lasted for a considerable amount of time during his adole scent and adult life. From a young age, it was clear that Anthony exhibited a high level of openness to experience. McAdams defines those who are high on openness to xperience as, â€Å"original, imaginative, creative, complex, curious, daring, independent, untraditional, liberal, and having broad interests (p. 185). This trait was most likely reinforced by his father who would also be high on this scale. One of Anthony’s favorite assignments in school was writing. His English teacher noticed that he had a gift for writing and encouraged him to continue to write. Anthony describes this as â€Å"a bell that wouldn’t stop ringing for the rest of his life† (Kiedis, 2004, p. 38). Anthony was also a big risk taker.He often devised schemes with his friends to obtain alcohol from homeless people. However, he eventually realized that he could just steal it himself, so he began to do just that. Anthony stole basically anything he wanted, whenever he wanted and was never caught or punished for it. This positive reinforcement fed in to his degree of openness to new experiences. Anthony was always seeking a thrill, and by observing his father, he recognized that he could get excitement by doing drugs, drinking, having sex and doing outrageous activities.It is important to note that all of these things occurred early in his life and throughout his adolescence. His actions were validated by his father and imitated by his friends who thought that he was having a great time. However, although he frequently abused drugs, Kiedis maintained his grades in school. Kiedis explains that, â€Å"I smoked a ton of pot, took pills, and drank on the weekends. But it never got out of control†¦It was important to me to be the straight-A student.In a way, I was a rebel by getting good grades, because most of the stoners and the druggies were getting no grades. I didn’t want to be like them†¦I wanted to be the best at whatever it was that was in front of me† (p. 78). This attitude was a driving factor is Anthony’s life. He wanted to be the best at whatever he did, whether it was school, performing, drinking, or doing drugs. This attitude also fed in to his level of openness because not only was he willing to try new things, he wanted to be the best at whatever he tried, which propelled him to even more experiences.

Importance of Geographic Information Systems (GIS) in hazard Essay

Importance of Geographic Information Systems (GIS) in hazard mitigation and preparedness planning - Essay Example They need help to successfully accomplish their mission. â€Å"To develop a better emergency management effort at the level of county emergency management agencies, these agencies must be equipped with tools that help them to overcome their resource shortfalls† (Drabek, 1990). These tools must allow them to not only reach information about the geographical, geophysical, and socioeconomic characteristics of their county, but also to determine, visualize, and analyze the possible extent of disasters. â€Å"Efficient management of potential risks can only be accomplished if the emergency managers are aware of the extent of the possible effects of disasters. Such tools can be developed to act as a decision support system for emergency management agencies, through the use of a geographic information system (GIS)† (Fulcher, 1995). Disaster management consists of various cyclical phases: mitigation, preparedness, response, and recovery. Because each phase is geographically related to where people, places, and things are spatially located, GIS can be a valuable tool for analysis purposes throughout each cycle. The Federal Emergency Management Agency (FEMA) classifies overall emergency management into four categories: mitigation, preparedness, response, and recovery. â€Å"Mitigation can be described as the efforts that reduce the degree of long-term risk to human life and property from natural and man-made hazards† (Ciglar, 1988). Preparedness is the activities that develop operational capabilities for responding to an emergency. Response covers the efforts taken immediately before, during, or directly after an emergency that save lives, minimize property damage, or improve recovery. Recovery includes the activities that restore vital life-support systems to minimum operating standards and long-term activities that return life to normal. Each of the 50 states has its

Ideal Country Project- Saudi Aribia Essay Example | Topics and Well Written Essays - 1000 words

Ideal Country Project- Saudi Aribia - Essay Example Autocracy? Republic? etc) Read about the forms of government to explain why you have chosen this particular one (Monarchy, Communist, Parliamentary System, Constitutional Republic)Â   Democratic Government exists in the country. It is essential that individuals living in a State should have their say in the appointments of the runners of the state. It Is therefore decided that the ideal State should have a democratic system of republic and a Parliamentary system should be running. The members of the parliament would be chosen by the people themselves. The State has both natural and artificial boundaries. The artificial boundaries exist on the Western and the Eastern sides with Red Sea and Persian Gulf respectively. While artificial boundaries exist on the North and the South side with Jordan, Iraq and Kuwait and on the Southern side with Yemen and Oman States. The green color is the major color of the flag. It has been chosen because Islam is the major color religion followed by the majority of the population. Green color is considered as the trademark for the religion of Islam by the consensus of the majority. The white moon demonstrates the following of the lunar calendar by the State. The brown colored quadrilateral depicts the desert terrain of the State. The state of the Kingdom of Islam faces a number of issues with respect to its population and terrain. A part of these problems are related to the technological advancements and globalization of the present day world. Since English is not the native language of the State the majority of the natives have problems conversing fluently with their peers in the rest of the world. This may limit the spread of the extent of globalization in the said country. Some other problems being faced by the masses is gender inequality. In line with the teachings of Islam women are require to stay indoors unless an extreme urgency emerges compelling them to leave their abode and go out into the commercial market. Men

Legal writing Essay Example | Topics and Well Written Essays - 500 words

Legal writing - Essay Example Peter: Peter will argue that there was an oral contract between him and Don because both of them are legally-capacitated and Don has agreed to accept Peters father by the time he decides to come back. From that moment, a valid contract already exists since Peter has legally accepted Dons offer and the two competent parties had genuine assent toward the agreement. By the time Peter has seen Dons advertisement in the newspaper, he has adequately considered the price of the nursing homes services which was set at $500. Peter went to Dons nursing home, inspected its facilities and talked to Don regarding his fathers condition. Don then replied and said that he can move in his father since they have experiences of handling the same condition. Peter can argue that both of them have the capacity to enter a contract since they are of legal age and do not have any serious medical condition that will hinder its enforcement. The oral contract agreed by the two is legal since the purpose of which is only to send Peters father to Dons nursing facility and become its resident. Peter can assert that the oral contract is valid and enforceable because Dons nursing facility is only offering its services for $500, in other words goods are not involved in the contract. Furthermore, Peter can argue that there is no time specified that the agreement cannot be completed within a year; thus, no written contract is needed to make it valid and enforceable. In the first place, Dons gesture of shaking hands with Peter after their direct conversation is an indication that there is certainly an oral contract between them. Thus, Peters inability to move in his Father should not have been done by Don because he has already agreed to accept his fat her. Don: Don will argue that no contract has existed at all since Peter cannot show any evidences that a contract has been made, and no

Finance discussions1 Essay Example | Topics and Well Written Essays - 1000 words

Finance discussions1 - Essay Example Ford, on the other hand is healthy enough to withstand short term payments without liquidating its inventories. General Motors again has a problem with a large amount of inventory and slow processes that take almost double the time to convert inventory into sales. Low inventory figures for Ford facilitate a high inventory turnover. Ford has the worst accounts receivable with only 0.62 days of sales outstanding, well below General Motors 23 days. This means that receivables are not being collected on time. Ford, with relatively lower sales and higher fixed assets, also utilizes its assets efficiently. Both companies seem to be generating a sufficient volume of business given their total assets. Ford has a slightly higher profit margin on sales than General Motors’ even though both have approximately the same net income. This is attributed to higher sales of General Motors. In terms of the overall return on the investment earned by both companies, they are neck to neck with General Motors out performing Ford due to large asset holdings of the latter. Ford’s negative equity results from the large amount of retained earning deficit and accumulated comprehensive loss over the years. This has resulted in a negative return of 974% to common stockholders. The recent years of more than 100% debt ratio, have eaten into the equity of the company. General Motors is doing well in this regard with a decent return to its common stockholders of 18%. Ford is highly leveraged with almost 100% debt. It has however, brought this figure down from previous years. Compared to that, General Motors even though highly leveraged itself, seems to be in a safer position with 78% debt. This high amount of debt is affecting Ford’s performance as it lowers its ability to cover its fixed financial charges and bogs down its income, adversely affecting the equity. Overall, Ford has taken more debt than it can

Job Analysis and The Americans with Disabilities Act Research Paper

Job Analysis and The Americans with Disabilities Act - Research Paper Example Over the years, the job analysis process has been used to analyze jobs, which have turned out to be detrimental as well as ineffective to the organization’s performance. The current job analysis methods have recently incorporated the role of the American with Disabilities Act (ADA).The American with Disability Act was legislated in the year 1990 whose main effort was to combat the existing discrimination that was present against the disabled in the society. Despite the passing of this Act, little is known of its impact to the job analysis process, a main pillar to the personnel practices. At the same time, the practitioners in the various human resource departments are in a dilemma on how to undertake the job analysis methods in implementing the American with Disabilities Act of 1990. In addition to this, vague terminologies such as â€Å"reasonable accommodation† as well as â€Å"essential functions† have proved to be a difficult task in terms of their definitio n (Mitchell, et al, 2001, p. 5). American with Disabilities Act in America The passing of American with disabilities act by the congress is said to be one of the major legal steps that sought to curb down the existing discrimination that existed towards the disabled people in the American population. The people with disabilities faced discrimination in the different areas of their daily lives including in workplaces. Despite having explicit and good intensions, the ADA was not sufficiently formulated to cover all the shortcomings. Shortcomings have arisen since the time of its passing that relate to limited protection towards employees as well as applicants who have different disabilities. The U.S Supreme Court over the years issued countable rulings under the American with Disabilities Act that has had an effect to the rights of the employees with disabilities. The rulings that were made have both negative and positive effects as they are attributed to the adversary and advocacy of aiding people with disabilities. The court on its part has not helped much in some instances as it is accused of disregarding to listen to additional crucial issues that affect the disabled people. Such actions have placed people with disabilities in a tight corner in regards to their legal rights assurance. The ADA was passed in 1990 by the American congress as it sought to prohibit discrimination towards the millions of Americans that have mental or physical disabilities in the various public sectors that included the workplace. This was in line with the fact that majority of the people with disability had traditionally been discriminated in the workplace and even denied job opportunities. The incorporation of the ADA in the workplace has had an impact to both the employees and the employers (Mello, 2002, p. 176). Over two decades have passed since the passing of the ADA in 1990 by the American congress. However, according to the study of 2008 conducted by the American Community Survey (ACS), it is estimated that about 39.5% of the working age persons with disabilities regardless of their background, race, education level, or gender were achieved their employment application as compared to 79.9 % of their counterparts without disability. In comparison to their income earnings, the disabled persons were said to be earning an average of 39, 600 dollars annually while their

IELD LAW Essay Example | Topics and Well Written Essays - 1000 words

IELD LAW - Essay Example Acemoglu goes on to say that it is important to obtain the right balance between politics and economics, because one inadvertently affects the other (Acemoglu 68). This is where law comes in because laws and policies are mainly made by politicians; these are the same laws that have major effects on the economy and development of a country. As a result of this, it is really important that a right mix be found between politics (law) and economics; this will create new opportunities and freedoms which can be exploited in order to improve economies and by extension the living standards of people living in poor countries (Acemoglu 69). In his book, The End of Poverty: Economic Possibilities for Our Time, Sachs provides several reasons why some countries fail to achieve economic growth and therefore remain poor and underdeveloped. He goes on to list government failures as one of the reasons for failed economic growth in poor countries, and explains this by stating that governments must pro tect businesses and make it easy for people to do businesses (Sachs 59). This, he says, can be done by taking steps to assure people that it is perfectly safe and conducive to do businesses in a particular country (Sachs 60). My understanding of this is that law is heavily involved since policies have to be enacted and implemented in order for investors to inject their money into a particular economy. As a consequence, I can conclude that Sachs also agrees that law plays a vital role in economic development and should therefore be taken seriously because it is a tool for promoting and enhancing economic development. In his book the Bottom Billion: Why the Poorest Countries are Failing and what can be done about it, Collier (65) argues that â€Å"governance and bad policies help to shape economic performance, but that there is a proportionality in the effects of getting them right or wrong†. Collier is simply saying that bad governance and failure to enact the right economic p olicies can seriously dent a country’s hopes of developing. When governments cannot develop and implement policies that ensure a good environment for doing business, investors will stay away and the country will not be able to attract foreign direct investment (FDI). FDI plays a crucial role in the development of a country, and it is common knowledge that all developed nations attract a lot of FDI, and also go to great lengths to ensure that their countries are investor-friendly. In poor and underdeveloped countries, bad governance and lack of democracy leads to things dictatorships, chaos and instability. These are some of the arch-enemies of development; they greatly inhibit the ability of a country to attract investment, aid and good diplomatic relations and therefore limit its potential for development. In Easterly’s The White Man’s Burden: Why the West’s Efforts to aid the rest have done so much ill and so little good (Easterly 5), Easterly identifie s two groups that have influential roles to play when it comes to aid and the distribution of aid. He names these groups as planners and searchers, and says that planners are those who insist on a continuation of giving out aid and grants that often do not reach their intended targets, while searchers advocate

Sustainability and waste management Case Study Example | Topics and Well Written Essays - 3000 words

Sustainability and waste management - Case Study Example During the examination, Env Consultant took note of all the waste disposal facilities at the store. These consisted of Waste Bins kept at various locations for emptying the general wastes of the Store. (Env Consultant, 2005, p.7) Along with the site assessment, Env Consultant also carried out a survey of the existing waste management practices at the Acme Facility. The Central Store had a number of General Waste Bins kept in various locations, where the employees could throw their waste products. In addition to the bins, there were cardboard bales situated in certain places of the Store which could also be used for the disposal of solid wastes. The Waste Bins and the Bales were emptied at regular intervals to ensure that the solid wastes did not accumulate in the Acme Store site. Therefore, Acme had a fairly well regulated system of solid management on its store location. (Env Consultant, 2005, p.7). Modern organizations are engaged in a number of complex business processes. Usually corporations employ several inputs like capital, raw materials, human resources etc. to generate products and services which can be sold in the market to earn revenue. The production of goods and services are accomplished through complicated processes which generate waste materials in addition to the desired products. These waste materials need to be managed and disposed in a proper manner so that they do not create a hazard for the surrounding environment. Most of the countries have administered strict laws regarding the appropriate disposal of waste products and corporations are expected to abide by these laws. This is where the importance of conducting Waste Assessment Programs in Organizations can be considered. Corporations themselves engage different environmental consultancies to assess the former’s existing waste management and disposal practices. Such assessment programs are carried o ut for mainly serving two purposes. From the Waste Management Report, firms can

See question on Order instruction box and also uploaded Essay

See question on Order instruction box and also uploaded - Essay Example When booking hotel its important for the customer to know that it meets the needs. Accolades are perceived as a high valued achievement in both developed and developing countries alike. Customer value is the focus of firm strategies which are shaped by the input from traveler perceptions of value, price, or quality (1). All in all value is what plays a important part which means there is a need to develop segment based strategies for managing both quality and of course price. Travel agents play an important part nominating hotels. â€Å"We are delighted and proud to have been acknowledged by the UK travel trade community, as the top leisure chain in the world. We are extremely thankful of the trust placed on us by the travel agent community and we look forward to continue providing our guests with a true Stay different experience as we expand throughout the world.† Derek Picot, regional general manager, Europe for the Jumeirah group. Accolades are distributed depending on the feedback received from hotels that is consistent with the governments strategy for the location such as that received by Jumeirah Hotel Dubai. Professionals award these accolades based on innovation. The professionals visit locations and carry out evaluations based on consistency, quality, customer service and other areas such as cleanliness, safety, ambience, amenities, hotel exterior appeal and management. The focus of this award is on guest treatment and guest satisfaction maximization. The service includes anonymous service evaluations, design assessments, AAA assistance and advice (5). If a decision has to be made either to get an AAA rating or provide services and facilities guests want it is wise to pursue both aims. AAA applies different classifications to different types of properties, but the basic physical requirements and criteria is the same. Some

Hart and Positivism Essay Example for Free

Hart and Positivism Essay According to Hart law consists of primary and secondary rules. The primary rules are the rules that are â€Å"rules of obligation.† (Hart. Pg 204) This means that primary rules are rules that obligate a person to do something or to not do something. For example, the first Amendment, â€Å"Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceable to assemble, and to petition the Government for a redress of grievances. † (http://www.usconstitution.net/const.html#Am1) The first Amendment is an example of a primary rule because it directly affects the people of the United States of America by allowing them to have the freedom of religion, press and expression. This is an example of obligating a person not to do something, which means that the person is not obligated to have any other religion other than their own, for example. The second part of law is the secondary rules. Secondary rules only affect primary rules. This means that a secondary rule can help clarify, alter, eliminate, bring into effect, verify or determine whether a primary rule has been broken. For example the only reason we have the first amendment of the United States Constitution is because of Article 5 of the U.S. Constitution which states, The Congress, whenever two thirds of both Houses shall deem it necessary, shall propose Amendments to this Constitution, or, on the Application of the Legislatures of two thirds of the several States, shall call a Convention for proposing Amendments, which, in either Case, shall be valid to all Intents and Purposes, as part of this Constitution, when ratified by the Legislatures of three fourths of the several States, or by Conventions in three fourths thereof, as the one or the other Mode of Ratification may be proposed by the Congress; Provided that no Amendment which may be made prior to the Year One thousand eight hundred and eight shall in any Manner affect the first and fourth Clauses in the Ninth Section of the first Article; and that no State, without its Consent, shall be deprived of its equal Suffrage in the Senate. (http://www.usconstitution.net/xconst_A5.html) Article 5 of the constitution is a perfect example of a secondary rule (in this case a â€Å"rule of change†) because it allows one to see exactly how a secondary rule affects a primary rule. With Article 5 of the Constitution, the United States is capable of applying amendments to the constitution (or otherwise known â€Å"the Law of the Land†) of the United States. Article 5 of the constitution is an example of a secondary rule classified as a â€Å"rule of change† as stated by Hart. A â€Å"rule of change† allows an office or officials to be able to implement new primary rules so as to be able to adapt to the changing of times and the constant creation of new situations. The â€Å"rule of change† simply allows the system to be able to adapt to their society and not allow the primary rules to go static. To become a law there are two parts that need to happen, according to Hart. First there needs to be the initiation of a primary rule statute by a delegated official or office in power. Once the primary rule is made a secondary rule, the rule of recognition, is enacted. The rule of recognition simply allows private persons and officials the ability to be able to identify the primary rules of obligation. This secondary rule conclusively identifies the primary rules of obligation so as not to be confused as to what are the obligations the primary rule bestows. To have primary rules of obligation and secondary rules of recognition, there needs to be an office or official to be able to adjudicate these rules. To be able to adjudicate these rules there would need to be an additional secondary rule of adjudication. This would allow a judge to be able to determine whether or not the primary rule has been broken. Within the rule of adjudication there would also be rules on the roles of the judge as well as identifying who are to be the judges. With the rule of adjudication there is no question of whether or not a law has been broken and this solidifies the primary rule of obligation. With the ideas of Hart this shows that laws and morality can be separable, but they are not necessarily separated. It is possible to have a separation between low and morality by having some sort of primary rule that would state â€Å"no one rule will introduce the morals or characters of others into the legal system.† It is also possible though for an official delegate to implement a primary rule into the legal system and have it backed by a secondary rule of recognition. Having the secondary rule of recognition would potentially make the morality based primary law a valid legal law. In Hart’s idea morality and law are â€Å"separable†, in the meaning that they are capable of being separated, but they are in no way impossible to be able to be combined in law. Without there being a way to identify morality and making it a subordinate to statute, there can’t be a definite separation with Harts theory. Work Cited 1. Reading in the Philosophy of Law (pg 202-207) 2. www.usconstitution.net (1st Amendment, Article 5 of the Constitution)

House Of Flying Daggers Analysis

House Of Flying Daggers Analysis Chinese film-director Zhang Yimou is member of the Fifth Generation. The Fifth Generation itself is famous for its cinematography, specifically for the use of visual images, unusual camera movement, vivid contrasts, unusual framing and montages. The films of Fifth Generation have their ways of telling stories and narration, which is mostly done through allegory. Zhang Yimou himself emphasizes visual imagery and metaphors to convey the messages of his films to the audience. In his films one can observe the emphasis on the shot composition and color symbolism e.g. in Raise the Red Lantern bright red colored lantern is used to represent the wife which husband chooses to spend the night with , and the new wife which is wearing red wedding dress. (Lent, J.A. , Yin, X. n.d.) Zhangs films often deal with the stories of peasant or common people (To live, 1994), (Ju Dou, 1990) He often touches the themes of love, betrayal and unhappiness (Raise the Red Lantern, 1991). In his late 50s Zhang Yimou turned to action movies, Wuxia genre, and directed (Hero, 2002) and (House of Flying Daggers, 2004). House of Flying Daggers has won awards for Best Cinematography, Best Director, Best Foreign Language Film, Outstanding Production Design and many more, reaching total worldwide box office gross of 92 million Dollars. Although Crouching Tiger, Hidden Dragon (2000, by Ang Lee), also an international success, still remains the highest-grossing foreign language film. (Wikipedia) Hero (2002), House of Flying Daggers (2004) directed by Zhang Yimou and Crouching Tiger, Hidden dragon (2000) directed by Ang Lee are the most famous and internationally renowned Wuxia films. Wuxia genre directly implies that film incorporates martial arts but if analyzed further word wuxia is composed of two characters. First Wu which describes the abovementioned martial arts action, and Xia which describes the protagonist of the film. Xia characters can be both from aristocratic or humble background. Generally these are martial arts masters who seek adventure and who fight for justice. Xia characters, just like knights, have their code of conduct which is guiding their beliefs, behavior and lifestyle. (An Introduction to Wuxia. n.d.) House of Flying Daggers, if literally translated from Mandarin to English means ambushed from ten directions which perfectly describes the tension building up in the film when watching incredible fighting techniques, daggers flying through air and complicated combat scenes. (Brenner, J. n.d.) The film tells a story of three main characters whose lives get entangled with one another. The element that unifies all three of them is the torment for love, their sorrow and devotion. The film shows that love cannot be based on time- span. One can find the love of his life during three days. The aim of the film is to show how the journey of love unfolds, what kind of sacrifices characters make for it and how tremendously the experience of love changes their inner self and their worldview. The story takes place in china 859 AD during the reign of the Tang dynasty. The film portrays a corrupted and weak political situation in response to which an alliance called house of the flying daggers forms to overthrow the corrupted government. The Flying Daggers are a secret alliance composed of excellent martial-art warriors. Members of Flying Daggers are present everywhere in entertainment houses, even in the government system. Police Captain Leo (Andy Lau) also a member of Flying Daggers and Captain Jin (Takeshi Kaneshiro) receive an order to find and destroy the new leader of the Flying Daggers in ten days. They start their quest by visiting Peyony Pavillion to take a closer look at the blind dancer Mei (Zhang Ziyi) who is suspected to be the member of the Flying Daggers. The dramatic structure starts to evolve right after Captain Leo suggests Captain Jin rescues imprisoned Mei , gains her trust and by escorting her leads them to the bigger reward- the trail of the Flying Daggers. The undercover plan only lasts three days but these three days are what leads to the culmination of the film. During these days Captain Leo suffers immensely and endures sleepless nights as he witnesses the love of his life flirting and bonding with another man. Captain Jin faces dilemma of choosing sides. As due to Generals order he is forced to kill his own soldiers. The idea of killing his own people tortures him while love for Mei grows. He reaches the point of no return when he returns for her in the bamboo forest, knowing he will have to combat his own side again, but he does so for her. Mei, on the other hand, is struggling between love and gratitude toward Captain Leo who has saved her life multiple times and new growing affection toward Jin. For intensifying the dramatic structure symbolism is used as a tool. One of the first symbols viewer witnesses is the song sung by Mei in the Peyony Pavillion. A rare beauty in the North, Shes the finest lady on earth, A glance from her,  the whole city goes down. A second glance leaves the whole nation in ruins This is a metaphorical foreshadowing of the entire tragic love triangle. The Beauty in the North is Mei, whose beauty and love is destructive, ironically even for her. The song is sung in the beginning of the film as in the end, during the combat in the snow between three main characters, when Mei is dying. One of the most impressive moments is the last scene in the snow. According to the director Zhing Yimou it was just a coincidence that it started snowing in October but it truly did make a wonderful addition to the visual aesthetics of the film. The last scene of snow can be perceived as a symbol. As the viewer sees how the forest of yellow, purple, green and red trees suddenly gets covered under a thick layer of pure white snow, it unfolds the culminating events to come. The pure white snow symbolizes the end and the new beginning. It is the end, as the snow gets covered with blood of three main characters. But it also symbolizes a new page, as that is the day of the great battle between the Flying Daggers and the government. Its a fresh start for all the others but its the end for Leo, Jin and Mei. In order to underline Zhang Yimous techniques of symbolism and metaphorical portrayal of messages one must also discuss the form of dialogue in the film. From the dialogue in the Peyony Pavillion about Meis name audience learns that the showgirls have taken the names of the flowers while Mei didnt. The reason for this according to Mei is that the showgirls are fake flowers, as real flowers grow in the wilderness. This is very interesting if one takes into consideration that Jin calls himself the Wind. So the two main characters are metaphorically referred to as a flower and the wind. The flower and wind metaphor follows the progress of Meis and Jins relationship and is recurring several times. First instance is when Jin takes Mei to the flower field where the real flowers grow, makes her a flower bouquet and calls her the most beautiful flower among the field. The metaphor of the wind is recurring in the conversation which Mei initiates in order to understand the intentions and feelings of Jin toward her. Jin tries to explain his feelings to her by referring to winds attributes, that wind is playful and carefree, moves around and leaves no traces and doesnt stay in one place. Reference to the wind once more emerges in the most dramatic moment of the film, when Leo stabs Mei lethally. Mei answers Leos question and says that she wanted to be free as a wind, metaphorically referring to Jin and freedom of being with him. The symbolism for Mei and Jin, as a flower and a wind, helps to communicate the traits of the characters to the audience. Mei, a flower that grows in the wilderness portrays that her beauty, as her excellent martial arts skills are a deadly weapon for seduction and destruction. The fact that she is portrayed as sightless person elevates her importance and uniqueness. The best example of this is the scene of the echo game. When Captain Leo tosses single beans she flawlessly repeats the echoes of the drums by banging the sleeves of her dress onto the drums. After Captain Leo tosses entire bowl of beans onto the drums she demonstrates her exceptional skills in martial arts, and therefore is revealed to be a lot more than just a talented blind dancer. Jin is the playful or carefree wind. He moves around and leaves no trace. His character is portrayed as a ladies men , who likes drinking, is playful, enjoys going to entertainment houses and is thus unable or not willing to commit. His character progresses as he settles, the wind will stop at his will and transforms into a devoted lover. Leo is an undercover character who has endured much of the suffering. In his speech to Mei he reveals his feelings and sufferings saying he has been surviving day by day by the thought of Mei. He is a reliable and cautious character, who looks after Mei and saves her during the combat in the flower field. When his character progresses he turns mad with jealousy, partially blaming himself but the feeling of betrayal is so strong and pain so deep he just loses his mind, leading him to aggressively force Mei into making love to him, and later taking her life. These three characters are unified by one more trait. All three of them are full of deceit. None of them appear to be what they have led the audience or each other to be. When analyzing the characters themselves there is a certain context that these characters should be put into to fully understand the reasoning behind their behavior. All the three main characters are Xia warriors. Eight common attributes of Xia warriors are altruism, justice, individualism, loyalty, courage, truthfulness, disregard for wealth and desire for glory. These elements are very important to take into consideration as the characters of the Wuxia movies often display these traits. (An Introduction to Wuxia. n.d.) The example of loyalty and betrayal in the warrior world is portrayed by the relationship of Mei and Leo. Mei could not allow herself to love Jin as she felt she would betray Leo, and due to high respect and gratitude for what he has done for her she rejects Jin in the forest. But as it becomes obvious that she fell in love with Jin , Leo becomes coldhearted and Mei has to pay the cost of her betrayal, her life. Also what seems to be very interesting is according to what values and attributes do warriors establish trust among each other. When did Mei actually feels trust toward Jin and starts truly falling in love with him? Was it after he saved her life in the forest, or rescued her from the prison? The trust and love come to may after the fighting scene on the flower field, when Generals soldiers attack Mei and Jin. This being a true, unforeseen and tense combat of dozen soldiers against two, Jin gets stabbed and this seems to be the point of him gaining Meis trust and love. A perfect explanation of this situation is given by Shu-lien in Crouching Tiger, Hidden Dragon. The experiences and the hard times partners face together brings them closer. Shu-lien fell in love with Li-Mu Bai as they have gone through many different hard times and fought together, apparently this is what warriors value and what brings them closer being there for each other through hard times and surviving them toget her as one. In addition to that Shu-liens and Li-Mu bais love story can also serve as a perfect example of warriors code of conduct . Shu-lien and Li-Mu Bai are in love but they didnt have a chance to be together and be happy. The reason for this is revealed by Shu-lien who states that the men she loved , who was also Li-Mu bais brother, died and not to disrespect him and betray him they cannot allow themselves to be together. This is one of the examples of deep loyalty, friendship and self-control that warriors display as they deeply believe and let their principles guide them. When mentioning these two films together, one should discuss two particular scenes which are of great importance and interest. The first scene is the fighting scene in the bamboo forest. First of all when seeing a bamboo forest in the martial art movie, it is like a foreshadowing of the upcoming battle. Bamboo forest has been used in House of the Flying Daggers where Mei and Jin are attacked by the Generals troops, and also in Crouching Tiger, Hidden Dragon where Li-Mu bai and Jen are fighting. There is an obvious similarity in these two scenes. Characters fight with their armor but also use the bamboo forest as tool to jump, walk on the thin branches, escape each other by bending the tree tops, flying from one tree to another or standing on / between two bamboo trees preserving composure and balance. In spite of the fact that audience anticipates the fighting style and techniques to be used, these scenes are still breathtaking due to the mastery of the actors, also due to the amazin g colors and the lighting of the forest. Another scene which will also be discussed is the bathing scene of Mei. Jin, while in the forest, constructs a little pond of fresh water, gathers leaves and suggests Mei take a bath. Mei decides to take a bath, and to make her let her guard down Jin proposes that he will let Mei keep track of where he is by making sounds by his sword. And in the end he offers her fresh men clothing. In Crouching Tiger there is also a bathing scene where Lo bandit from the desert suggests Jen to take a bath and to assure her of his good intentions he tells her he will sing so that she knows where he is. He too in the end offers her his fresh clothing. Of course the two scenes unfold in different directions but still there are several elements worth mentioning which unite the two except for the basic similarities mentioned above. In these two movies both bathing scenes suggest and lead to a new kind of intimacy level and lead to a romantic affection between two characters Jin and Mei, and Jen and Lo. The beginning of new emotions and affection is seen right away in the Crouching Tiger as the characters make love and reveal their feelings soon after. In the House of Flying Daggers there is an attempt of intimacy though in this case Mei is faced with the burden of loyalty that she has toward Leo and therefore rejects Jin by being cold as water. But beginning of the upcoming love between the two characters is starting from the bathing scene in both of the films. Except for the beautiful landscapes and nature, setting in House of Flying Daggers is also one of the elements contributing to the visual aesthetics of the film. As the time frame of the film is during ancient times, Tang dynasty, every detail in the film is meticulously chosen to match the replica of the old times. The swords, the lather hand bracelets male characters wore, the pottery, the instruments played in the entertainment house and even the torture devices gave the impression of being made exactly during the ancient Tang dynasty by a handy craftsman. The scene at the Payony Pavillion perfectly illustrated and set the mood of ancient China. There are interiors of elaborate richness, beautiful costumes, landscapes of mountain ranges, meadows and fields of snow. Spectacular  Costumes designed by Emi Wada depicted women of Tang dynasty very well. Entertainment House is filled with high-class courtesans who are great singers, performers, know the rules of entertaining games and have respectable table manners. The costumes are fashionable, colorful, with beautiful ornaments. Courtesans have their hair brushed up with an edifice above the forehead, hair decorated with extravagant head combs and jewelry. In addition to visual aesthetics of the film there are different sounds used in the movie to achieve the effect of tension, excitement and make the viewer listen and watch the film in absolute silence. The example of this is the sounds of water droplets and crystalline curtains in the Peyony Pavillion. Also sounds of flying bamboos, falling leaves, sound of sword cutting the air all these elements are mostly used when Mei is in the epicenter of the fight. As during the half of the film she is perceived and portrayed as a sightless warrior every above mentioned sound is perceived as a clue of what she listens to and notices in order to coordinate, and how she perceives the environment in order to defend herself against the enemy. Zhang Yimou has his way of storytelling through visual imagery, which can be also observed in his early works. He uses de-centered compositions, sometimes also obscure angles, utilizes little details such as lighting, sound, strong and beautiful scenery to portray minimal plot and strengthen the dramatic effect. His stories can be perceived as fables which are in a sense enigmatic and have ambiguous endings. He uses color and composition to bring out the oriental mood of ancient china. His intention with House of Flying Daggers was to show the fate of three main characters who sacrificed everything beginning with their loyalty to their duties, their roles in society, their beliefs, and in the end their lives for love. He showed how the inner world of these characters changed and crashed in misery. As he says : People in misery have deep meanings, People in misery is what is most important in art (Zhang Yimou Interview, 2002). Their misery is depicted in very powerful way which brings out empathy in audience. After the analysis of various elements I can say that Zhang Yimou successfully conveyed his films message and anguish of the characters very skillfully and in a very touching manner. The actors excellent performance made it very authentic to feel empathy and sorrow. And the overall aesthetical part of the film made a striking and long lasting and impression.

Theories of Consumer Decision Making

Theories of Consumer Decision Making The concept of consumer buying behaviour is not new, it has been discovered ages ago .The current marketing strategies focuses on consumers buying behaviour. The marketing aim is to grow and make best use of their market share. Consumers decision making process is highly sensitive and is based on their learning and experience. The paper explains about the consumers psychological factor particularly learning and its effect on buying pattern. Learning has been explained with the help of theories, using black box and stimuli response theory. The black box explains the consumers decision making process and factors that affect buying decision. In addition this model also highlights the market stimuli, market environment, buyers stimuli and the buyers response. These internal and external factors aim to influence the purchasing pattern of every single consumer. Buyers are highly sensitive while making decisions and marketing stimuli provide necessary information and knowledge about the product or service. Consumers are also influenced by social and psychological elements like society, family, personal, motivation and learning. In practical consumer use personal thinking or experience to response repetitive buying. The self learning helps to reduce the buying options and narrow down the substitutes available in the market. Today modern companies have adopted the customized marketing techniques to understand the thinking and decision making standards. The cognitive learning helps the buyer to remember the previous purchase each time when similar arise buyer will use own experience to make decision. Satisfied consumer will not go for information search which comes after problem recognition and others steps in decision making. Marketers can influence post purchase decision by positive learning. Provided examples indicate the importance of buying behaviour and fortune 500 companies have used these elements to increase their retention rate. E.g; Dettol marketing explains the buyers response and trust which they have developed by using psychological marketing and positive cognitive learning. To enhance the learning process Marketer used education and awareness program to develop the learning of every single consumer. E.g. Toyota Lexus on other hand also focus experience as their marketing strategy. By understanding the need and market trust they introduced Lexus (Premium product) which leads the market from decades. Marketing techniques plus additional value added service enable them to enhance the customer experience. Toyota consumers were happy and satisfied with original band. By constructive experience Toyota succeeded to develop new market for luxury automobiles. While exploring consumer learning it was observed that customer retention has a direct relation with positive learning. It is also suggested that marketers must use buyer behaviour and need as the primary research of market study. Financial products and services require more understanding of consumers. It also needs to develop conceptual framework together with service marketing to deal with individual consumer. As explained its become more challenging for the marketers to understand, satisfy and influence the consumer to use financial services. By focusing customer experience, strong perception, service quality and trust marketers can influence the decision making and supplier choice. Parasuramans, A., Zeithaml, V.A. and Berry, L.L. (1985) says that its very difficult for a consumer to choose financial products and supplier because of the intangibility of product, and supplier reputation. Together with Ansoffs model and focus existing product and existing market marketers can increase buyer behaviour through target marketing. Outcome suggests that companies must emphasize on the elements that impinge on the buyers behaviour together with decision making. Learning can be deployed to evaluate individual response which has been proved by examples in the literature. Significantly, the end result suggests that learning can be use as communication and interaction tactic to view individual response especially financial products. Table of contents 1.0 Introduction Business success can be obtained through the appropriate study of consumer behavior. Consumer buying behavior is a multi step process, which involves buying, paying, using and reconsidering the same product over again. To understand the buying pattern or actions is very imperative as it directly influence the business success. As mentioned by Caslione, John A, (2009) the marketing strategies must meet consumer preferences in recession time in order to gain competitive edge. Most commonly buying activities reflects the strategy use by the companies for marketing and fulfilling the market needs. So consumers are considers to be the entry and exit to a successful business. To understand the consumers decision making it is important to understand the cognitive factors affecting their needs, choice, preference and final and post purchase experience or learning (5 Ws of marketing). Research done on buyer behavior helps to understand the deciding process in two ways i.e. collectively and individually. Both individual and collective buying process is affected by other factors like demographics, environment and perception. (Foxall, Gordon R, 1987) mentioned through the behavioral research companies can forecast the buying frequency and product preferences. Theory of Consumer behaviour and decision making The decision making theory was examined and modified by Nicholas Bernoulli and Oskar Morgenstern but it originate about 300 years ago. The theory was based on the expectation of decision outcomes which was a cognitive process. Later the theory was modified with the addition of value and satisfaction. In addition Allen Shocker explains the complexity and steps which involve in decision making. (Michael Richarme, 2005) Degree of involvement is another important factor while looking and making decision. Researchers also proved that the marketing activities have huge impact on consumers psychology which helps to take decision. Consumer behaviour is a psychological function which involves the customer to undergo the identification of their needs, searching methods to fulfill the needs and make purchase decisions accordingly. The process can also be described as collecting, interpreting, making plans and executing it for successfully buying the desired product (Lars Perner, 2008). The behavioral approach of the consumer is highly dominated by their psychology. The first model of consumer decision of making process was developed in 1963 by Howard and later edited in 1969 which has become the current theory of consumer behavior. The updated model provides an integration among the several psychological, social, and market pressure on the buyers choice and information (Howard and Sheth, 1969). Source: http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_ _Approaches_%26_Models.pdf) 1.2 Consumer Decision Making Process Consumers cannot make their decision alone, rather they need to interact and look up for the information from various sources like their own concept, reference groups, environment, other buyers and sellers etc. (Source: http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_ _Approaches_%26_Models.pdf) The consumer decision making process is interaction between the stimulus for the purchase, the characteristics or need of the consumer and their corresponding response. The stimuli can either be intra or inter personal from the consumer. This can further be explained by the BLACK BOX MODEL which emphasizes on the connection between the response and the stimulus of the buyer. (Cindy Dietrich, 2010) The companies plan and process their marketing stimuli, whereas on the other hand social factors like political, economic and cultural, impact the environmental stimuli. Fig# 5 the Black Box Model (Source:http://marketing5.net/Buying-behaviour-and-decision-making-criteria-of-Base-of-the download-w11405.pdf) The box encloses the characteristics of buyer and their decision making process which helps the buyer to decide and response. Internal and external factors have been represented in the model as buyer characteristics and environmental stimuli respectively. These factors together influence the decision process and buyer response as described in the figure above. From the identification of problem till the post evaluation of the decision each step is very critical for the buyer which directly affects the marketing strategies. Positive learning reduce the steps in decision making where consumer narrow down the choice, information search, alternative, here consumer behaviour to buy the specific product. All these process relate to buyer psychological factors, motivation, learning, personality etc. on the basis of information gathered the buyer tries to select the best available option while making the purchase. (A) How the selected factor affects the behaviour theoretically? Origination and influence of learning on buyers behaviour The cognitive method is the greater part of mental psychology which founded by early Marketers back (360 B.C). The memory or learning theory was developed by Aristotle who linked learning and knowledge as a mental process. In 1950 Hubb developed a model called Stimlus- organism- response which was dominated by behaviorism approach. (Hope J. Hartman,2001) Consumer decisions are influenced by individual uniqueness like age, life style, self concept, personality, occupation and economic condition. The purchase decision also influenced by individual learning and past experience. (Kotler, 2006) Learning refers to actions performed or information received. It arises from experience and interplay of wants, stimuli, response and reinforcement. Once the consumer has learned from their experience they try to discriminate and recognize the difference between similar buying stimuli and adjust their response to it consequently. Learning theories are also important to marketers in order to create the demand for a product using the buyers knowledge, motivating reasons for purchase and also backing them up with positive reinforcement (Frans Giele, 2009). Learning evolves over a period of time and helps the consumer to improve their knowledge. There is a continuous impact on the behavior of the consumer and their purchasing activities in future. The information gathered using different learning processes help the consumers to create a guide and mental framework for their purchasing pattern, behavior and decision. Learning is also closely to perception as it serves to be the raw input for the consumer knowledge which they have gained from previous buying occasions. (Mario Glowik, Slawomir Smyczek, 2011). Perception can better be explained as a process which the consumer uses to select, organize, receive and interpret their buying need and enrich their learning for a better purchase decision. (William j. Mcguire, 1976) said that perception is more important and has high influence than other stimulus. In this way the consumer evaluates the various brands and products which come to their mind. Often the compared aspect of the product relates largely to the psychological and functional benefits offered by the products or brands. (Thomas M. Aslin, Michael L. Rothschild, 1987) Marketers must understand the importance of learning/ experience as first impression is the last impression and it is important for the company to retain the existing customer as it is always cheaper and consecutively make new loyal customers. Other market factor like service quality and sellers eminence are also a part of human cognitive process which directly affects the buying pattern. (Kau, Daleen and Serene, 1995) New marketing strategies should focus to enrich customers experience by enhancing their learning/ experience and benchmarking those processes to increase market segment and share. Mental learning determines that for how long does particular information retains in human mind. This process involves different activities that a consumer relates while buying the particular product or service and then this information becomes the knowledge for future reference. Consumer retrieves the information from the memory if the same or similar product or service is observed. Effective marketing strategies and tools help to create a lasting impact on the cognitive learning of the consumers. (Mark D. Uncles, Grahame R. Dowling, Kathy Hammond and Angelo Manaresi, 1998) Marketers can use behavioral learning to enhance the consumers experience associated to their products as a large market segment loves to follow the current market trend and feel satisfied with their decision. Example 1: Dettol antiseptic has excellent advertisement which has made a lasting impact on consumers mind by using their marketing slogan of Be 100% sure. This advertisement has created a long and positive image on consumers mind since ages. Even after the launch of other brands of antiseptic liquids like Savlon by JJ, consumers still look for Dettol as their first choice while making a purchase decision as Dettol has made a strong brand image. Example 2: Allen bought Mercedes Benz S-class and told his boss and the boss admired the comfort, safety and power while driving, he will be happy to hear positive response and feel satisfied with the buying decision and feel proud to associate with the brand. Service products require more concentrated and customized service and experience. As they affect each customer in different manner and individually. Consumers level of involvement influences their buying behavior decisions which can be classified into three categories: Repetitive/routine buying, limited and extensive decision. Level of satisfactions/learning is also important to decide the nature of buying behaviour in future. Consumers keep their learning experiences as a catalogue and categories them as positive or negative which they use for future reference. Example 3: A Toyota customer will remain loyal to the brand if he has a good experience with his previous purchase of its models and associated services. So when the company introduces new car segment like Lexus which belongs to niche market, the customer will not hesitate to buy the product since his experience is affirmative. 2.0 B: Why is customer experience important to marketers in explaining buyer behaviour? Consumer behaviour and decision making process has been one of the favorite research topic for marketers since ages. Authors like Sheth (1974) recommended that consumer decision making is largely influenced by their family, awareness, knowledge and power of their attitude for the brands available in the market. Consumers use detailed information and their past experience to minimize brand ambiguity. Therefore managers must ensure that each purchase experience leads them to higher satisfaction and positive learning about their product and brand. Allen m. Weiss, Nicholas h. Lurie, and Deborah j. Macinnis, (2008) mentioned in their paper that Marketers can play with the psychology of the consumer as consumers compare each product in their mind. Companies need to identify about the consumers, what they want and which products make them happy. Fortune 500 companies have chosen marketing activities like advertisement, pricing, packaging and labeling to attract their customers. Modern marketing practices have moved on to CRM, service quality which leads to strong brand image and name. Service quality has emerged as an influencing characteristic in consumers learning, as a goods service quality leads to positive learning and rewarding experience for the consumer. Example 4: Dell is famous for their products and after sales services. In case of any technical assistance needed, the company sends their team to solve the problem at the customers residence. So the customer is highly motivated to trust and buy their product. Dell used customer experience and feedback to improve their product and service quality. 2.1 Explanatory examples (Marketing and Managerial Implications) 2.1.1 Dettol (Reckitt Benckiser) Strong marketing and brand image is behind the success of Dettol. Marketers have carried extensive research, advertisement and learning campaigns. The company has focused to educate and make every single consumer aware about personal hygiene and germ free environment. The marketing slogan of Be 100% sure has created a positive image and brand in consumers mind. The cognitive learning has helped the company to influence the buying behaviour and decision making of the consumers. Dettol has used several marketing strategies which were designed to influence the learning of consumers to ensure that whenever they think of antiseptic liquid they must think of the only brand i.e. Dettol. Through the use of learning and awareness programs, the company has successfully expanded their business and product categories from personal care to total care. E.g.: They first launched their antiseptic liquid followed by toilet soap, hand wash, shower gels and bars, shaving creams etc. Dettol has used mar keting knowledge and communication to develop the need of the product which was supported by various marketing and advertisement programs. Sayantani Kar, (2009) mentioned that Consumers are highly influenced with learning approach adopted by Reckitt Benckiser hence they are loyal to the brand. Dettol marketers have chosen psychographic and behavioral segment to target the selected consumer and then penetrate by the use of marketing channels. Competitive marketing and advertisement is the powerful USP (unique selling proposition) which helped them to grow and develop strong image which directly influenced the buyer behaviour. By using cognitive and behavioral learning factor company is rapidly engaged in research and development to extend its product line. (Prerna Raturi, 2006) Several business rivals like PG, Unilever have tried to focus on consumer learning and succeeded to break the market to some extent but being a pioneer and strong brand, Dettol remains as their first preference. 2.1.2 Lexus (Toyota Motor Corporation) Being an automobile market leader the company has transformed itself into quality conscious company. Toyota is well known for its durability, performance, luxury and features. Consumers have learned the superior quality and performance by experiencing Toyota cars. Company has a wide segment market which starts from middle income to high income groups. Toyota has transformed high end market with clever marketing and using consumer experience. (Bill Vlasic, 2012) Through encouraging experience they have entered in to niche market where traditional rivals like, BMW, Benz and Volvo dominate the market. By understanding the need of their existing customers they took innovative steps and broke the market share and successfully launched LEXUS. Lexus is a premium car and also one of the largest selling brands in the world. Carl Howe (2007) mentioned that Lexus used direct and target marketing by which they targeted loyal customers who were happy with Toyota models, while they carried massive marketing plans to focus and educate the consumers that Lexus belongs to Toyota but it is a more value added product. They used words like same family but different child concept to introduce Lexus. The new concept was high value leading to high price which influenced buyers to experience the new product. Consumers have responded greatly to the new model which resulted in greater sale for the company, since the cognitive learning was affirmative which insisted them to try the new model Lexus hence upgraded their behavioral learning. Alan Ohnsman and Makiko Kitamura (2011) stated that the after sales service was one of the key marketing features together with the product that enabled the marketers to develop lasting impact on consumer psychology and they succeeded to influence buyers behaviour. (C) Best product category and its implications. 3.0 Financial Services (Banks) Financial services are the most discussed topic in todays economy. By narrowing to financial products like, Personal banking and Investment banking particularly, service marketing has introduced many models to understand and deal with the problems. Consumer behaviour is one of the biggest issues which differentiate these two markets (product, service). Services are different from goods because of their heterogeneity, inseparability, intangibility, perishability and customization which make it difficult for marketers to identify and practice the service standards. Major Banks and financial institutions have realized the importance of consumer psychology toward financial products which influence the final decision. (McKechnie, Sally, 1992) To make a purchase decision for a financial product the consumers are not completely aware of the utility and consequences, the learning is developed simultaneously with the product use and Therefore its highly critical for the marketers to acquaint with personality, consumer thinking, relationship, service quality etc. which directly affect the buyer preference. The financial services are not a one- time purchase but there are several two- way transactions for long time. These services need the trust, confidence and mutual rapport of the consumer in the financial institutions. Lunt, Peter, (2005) explains that Marketers invests plenty of time to facilitates and establish a mutual relationship to print positive image in the consumers cognitive learning which they consider to assess the creditability of the institution repeatedly. It also benefits the institution in long term business with individual consumer. Trials are not available for these products and services, most of consumers use their experience to make decision every time. So customer experience, trust and brand image are the main wisdom drivers which influences the buyer to select from available financial facilitators. 4.0 Conclusion The object to study the consumer behaviour and decision making is to examine the role of determinates that influence the final decision of consumer. The justifications and explanation was based on available consumer decision making theories, buying behaviour model and deep study of selected determinant learning. While exploring the determinants it was observed that marketing stimuli, an external and internal factor plays a critical role in consumer psychology which influence individual response. These elements affect the final purchase of every single product or service. Therefore its highly critical for the marketers to identify and effort to narrow down the difference between consumer and supplier interest. Study also indicates the major difference between product and service and also suggests addressing them with more focused marketing. As a service based product buyers are more conscious about the cost and outcome of the specific product because of intangibility of the product it is difficult to communicate with the consumer. Learning encourages the buyer to understand and provide a clear feedback of any particular product. If the consumer is happy with the product or service the feedback will be highly positive which also influence the buyer to straight rebuy without considering other options. In financial products consumers are always scare with the outcome of the decision and highly depend on their previous learning. Marketers have used this element to understand the needs and want to optimize the satisfaction level, which is actually developing positive attitude to rebuy the same product. Marketers can use modern methods to reduce the level of negative out come by spending more on developing consumer learning and experience. The right use of service quality, customer relation and satisfaction helps to create long term business with every customer which also reduces the brand switching. It is also observed that companies and marketers cannot solely depend on learning determinant. While investigating the determinants it is seen that marketing stimuli also affect the buyer behaviour. The choice of marketing mix product, place, price, promotion) significantly changes the taste and choice of buyer. Marketers must design the strategies to reduce the flaws and ensure that the right message is conveyed to the consumers. The primary aim of marketing is to develop the need, attract, educate and influence consumers to buy the product. Therefore proper market study, product design, segmentation and targeting should be ensured by the marketer. 5.0 Learning from the assignment Consumers involve in buying and decision making process every day. The learning and decision making affects every time one use the product or service. Being continuous process its crucial for the buyer and the marketer to understand the process behind the decision process and what factors affect the buyer on each purchase. Being a marketing student the assignment helps to understand the available theories in details. Exploratory assignment determinants of buying behaviour helps to comprehend the practical implication of each determinant like Marketing stimuli, external and internal factors. By using exploratory research on chosen factor it was observed that it is very critical for the company and the marketer to understand the consumer need, preference, satisfaction and loyalty. Companies cannot rely on each determinant which influences buyer decision because consumer keeps changing their buying decisions. Strong marketing is also one of the key successes for every company which involves more focused, targeted and innovative communicative tools to address the need of the consumer with offered solution. Assignment also facilitates to analyze the practical illustration from the world renowned companies. While exploring their marketing strategies particularly which helps to learn from their practices. Critical analysis help to understand the pros and cons of every option which the marketers use address the problem. The assignment also encourages self learning, theories and their implications. Being a future manager it is quite helpful to discuss and address the problem in details. The positive outcome is to address the problems with solutions which help to groom the thinking and brainstorming process being a decision maker and manager. Strong marketing is the key of todays competitive business, it was an opportunity to learn and evaluate the possible solutions while understanding consumer decision making process which will help to take positive decisions in future time. 6.0 Appendix Fig#1 Theory of customer buying behavior (Source : http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_ _Approaches_%26_Models.pdf) Fig #2 Decision making through information search (Source: http://www.consumerpsychologist.com/cb_Decision_Making.html)

Sophocles Antigone, Aeschylus Prometheus Bound, Jean Anouilhs Antigone and Ridley Scotts Blad :: Prometheus Bound Antigone Blade Runner

Sophocles' Antigone, Aeschylus' Prometheus Bound, Jean Anouilh's Antigone and Ridley Scott's Blade Runner The representative population of a community is not comfortable when confronted by an individual who defies the laws that bind them. Whether or not the laws or the powers behind them are just, the populace must deal with any challenge to their authority. In some cases, the community, fearful of a powerful regime, will side with that power and avoid the risks associated with rebellion. Others find the tyranny too unjust to stand idly by and, risking their lives, join with other defiant individuals against it. The group of characters named as Chorus in both Sophocles' Antigone and Aeschylus' Prometheus Bound witness the rebellion of the titular characters against their respective authorities. In both plays, the Choruses (heretofore distinguished as Chorus A for Antigone and Chorus P for Prometheus Bound) recognize the ruling powers as both dangerous and tyrannical and are sympathetic to the plights of Antigone and Prometheus. However, the similarities between the two groups end at this point. While the actions of Chorus A are understandable given that their maturity has made them keenly aware of their own mortality, they appear mundane and self-serving in comparison to the noble selflessness of the youthful Chorus P. Chorus A are introduced as "the old citizens of Thebes" (p65). The effect of age upon their demeanor is immediately evident in their description of the defeat of Polynices and his armies. The elders are certainly triumphant, calling out: "Glory! ...great beam of the sun, brightest of all that ever rose against the seven gates of Thebes, you burn through the night at last!" (117-19). In these lines there is also a shade of relief. Born of freedom from the fear of their enemy's ...vast maw gaping closing down around our seven gates, his spears thirsting for the kill..." (132-34). These men are not the brave Theban warriors who fought with Eteocles. They are the elder citizens who cowered through the night of war hoping for, and receiving, "Victory! Glorious in the morning..." (164). They are cautious enough to stay out of the physical battle and they display the same self-interest when involved in the coming political confrontation between Antigone and Creon.

AIDS in Africa :: HIV AIDS essays research papers

The AIDS epidemic has reached disastrous proportions on the continent of Africa. Over the past two decades, two thirds of the more than 16 million people in the world infected with Human Immunodeficiency Virus (HIV), which causes AIDS, live in sub-Saharan Africa. It is now home to the largest number of people infected, with 70 percent of the world’s HIV infected population. The problem of this ongoing human tragedy is that Africa is also the least equipped region in the world to cope with all the challenges posed by the HIV virus. In order understand the social and economic consequences of the disease, it is important to study the relationship between poverty, the global response, and the effectiveness of AIDS prevention, both government and grass roots. Half of the world’s cases are found in what is referred to as the AIDS belt, a chain of countries in eastern and southern Africa that is home to two percent of the global population. The main vehicle for spreading HIV throughout Africa is heterosexual intercourse. In contrast, this is the opposite compared to the U.S. where the virus is usually transmitted through homosexual intercourse or contaminated syringes shared by drug users. Besides heterosexual intercourse, HIV transmission through transfusion and contaminated medical equipment is common in sub-Saharan Africa. Africans infected with HIV die much sooner after diagnosis than HIV infected people in other parts of the world. In industrialized countries, the survival time after diagnosis of AIDS ranges from 9 to 26 months, but in Africa the survival time for patients is 5 to 9 months (UNAIDS 3). Factors, such as lower access to health care, poorer quality of health care services, poorer levels of average health and nutriti on, and greater exposure to pathogens that cause infection all contribute to the shorter survival in Africa. It is difficult to stop the flood of AIDS cases in Africa because it is not yet known by researchers the factors that contribute to outstanding prevalence of the disease among heterosexuals. This diagnosis will help determine how likely it is that heterosexual epidemics will spread to Asia or the West. Even though AIDS is heavily researched, its origin still remains a partial mystery. It is know that HIV is a zoonosis, a human disease acquired from animals. The virus evolved from a Simian Immunodeficiency Virus (SIV): a type of slow virus found naturally in monkeys and apes which, while not harming the host, produces diseases in other primates (Caldwell 97).

Customer Lifetime Value Essay

Marketing Engineering for Excel is a Microsoft Excel add-in. The software runs from within Microsoft Excel and only with data contained in an Excel spreadsheet. After installing the software, simply open Microsoft Excel. A new menu appears, called â€Å"MEï€ ´XL.† This tutorial refers to the â€Å"MEï€ ´XL/Customer Lifetime Value† submenu. Overview Customer Lifetime Value (CLV) represents a metric of a customer’s value to the organization over the entire span of that customer’s relationship with a firm. Short-term sales influence CLV, but so do overall customer satisfaction, the churn rate in the segment, and the costs to acquire a new customer and retain an existing customer. The CLV approach helps firms answer such questions as: How much is my customer base â€Å"worth†? Taking into account observed churn rates, how many of the currently active customers will still be active in a few years? How much is a customer worth, depending on the segment to which he or she belongs? If acquiring a new customer costs $150, after how many periods can we recoup this investment? Customer lifetime value analysis considers your database at a segment level, using the answers you provide to the following questions: How many segments do you have in your database, and how many customers per segment? For a given period, how much is a customer worth, on average, in each segment (margins and costs)? What is the likelihood that a customer in segment A will switch to segment B during the next period? Getting Started A CLV analysis allows you to use your own data directly or a template preformatted by the MEXL software. The next section explains how to create an easy-to-use template to enter your own data. If you want to run a CLV analysis immediately, open the example file â€Å"OfficeStar Data (CLV).xls† and jump to â€Å"Step 3: Running analysis† (p. 4). By default, the example files install in â€Å"My Documents/My Marketing Engineering/.† Step 1 Creating a template Using the interactive assistant In Excel, if you click on MEï€ ´XL ï  § CUSTOMER LIFETIME VALUE ï  § CREATE TEMPLATE, a dialog box appears. This box represents the first step in creating a template to run the CLV analysis software. The first dialog box prompts you to use an interactive assistant. Unless you are already familiar with the methodology, you should select â€Å"yes.† Listing segments The first step of the template generation process requires you to label and list the segments that you want taken into account. Enter the names of segments to which a customer can belong. Press ENTER or click the â€Å"Add to list† button to add it to the â€Å"List of Segments.† Note that a segment of â€Å"lost customers† always appears in your list. This segment has the following properties: There is no activity by these customers (margins and costs equal 0). It entails an absorbing relationship state. As soon as a customer reaches this segment, he or she stays there forever. In other words, there is 100% chance the customer stays in that segment in the next period, and all other transition probabilities will be equal to 0%. After entering all your segments (at least one), click the OK button to proceed to the next step of the template creation process. Clicking on the OK button generates a template. Not using the interactive assistant You may skip this intermediary step and create a blank template. When you are prompted to use the interactive assistant, just click â€Å"no.† The following dialog box appears: When you click OK, you generate a new blank spreadsheet. You must enter the segment labels manually in the spreadsheet. In this example, if you update the names of the segments in cells B6, B7, and B8, the names of the segments automatically update in the other cells of the spreadsheet. Entering your data In this tutorial, we use the example file â€Å"OfficeStar Data (CLV).xls,† which in the default conditions appear in â€Å"My Documents/My Marketing Engineering/.† To view a proper data format, open that spreadsheet in Excel. A snapshot is reproduced below. A typical CLV analysis spreadsheet contains: Number of customers per segment. As of today, how many customers does the company have in each segment? Gross margins, or the average margins that the company expects from a customer over each period (e.g., year, quarter), on the basis of the segment to which this customer belongs during that period. In the OfficeStar example, a customer who belongs to the â€Å"Warm Customer† segment should generate $15 of gross margins on average during the next period (e.g., first quarter). Marketing costs, or how much money the company plans to spend per customer during the next period, according to the segment to which this customer belongs at the beginning of the period. Typically, active customers are followed more closely, receive more attention (e.g., direct marketing solicitations, sales representatives visits), and cost more to the firm. Transition matrix, which summarizes the likelihood a customer will switch segments during each period. This matrix should be read horizontally, and each line sums to 100% (because all customers appear in some segment). In the OfficeStar example, an active customer has a 75% likelihood of remaining in the same segment and a 25% chance of switching to the warm customer segment. A customer’s behavior during the previous period determines into which segment that customer is classified, and his or her segment membership then determines the marketing dollars the company should allocate to that customer in the next period. In the OfficeStar example, a customer who belongs to the â€Å"Active Customer† segment generates $90 of gross margins per period (e.g., quarter). Step 3 Running analyses After entering your data in the Excel spreadsheet using the appropriate format, click on MEï€ ´XL ï  § CUSTOMER LIFETIME VALUE ï  § RUN ANALYSIS. The dialog box that appears indicates the next steps required to perform a CLV analysis of your data. CUSTOMER LIFETIME VALUE – V130522 5/10 Number of periods: Specify the number of periods for which you want a detailed CLV analysis. Note that this choice does NOT affect the CLV computations, because the value of a customer always gets estimated over an infinite time horizon (though as time passes and discount rates apply, future revenues have less relative impact). The number of periods affects only the level of output. Discount factor: Indicate the discount rate to apply for the value of a dollar spent or received in the future as compared to the current period. A discount rate of 15% means that $100 profit in the next period is only â€Å"worth† $85 in today’s dollars. A greater discount factor reduces the impact of future revenues on CLV computations and thus focuses on shortterm  profits. You should increase the discount rate for turbulent or rapidly evolving markets, in which conditions change rapidly and future revenues therefore are highly uncertain. Setting: Select either Transactional or Contractual depending on the nature of the product or service you are modelling. Contractual models imply the existence of a contract between the transacting parties (e.g., a mobile phone contract between the provider and consumer). Contractual relationships imply continuous transactions and a known end to the contract. Transactional models imply discrete transactions with no implied end to the relationship. For use with our CLV model, the impact of this setting will affect the first period of the analysis. A Contractual setting implies no loss/gain in first month (since the customer is under contract) while the Transactional setting will reflect loss/gain in the first month. The discount factor gets applied after each period, regardless of how you define a period. If you define a period as a quarter, a discount factor of 15% translates into an effective yearly discount rate of almost 48% (15% discount rate applied four times per year). Remember to take this multiplicative effect into account when selecting an appropriate discount factor. After selecting these options, you must select the cells containing the data. First, the software asks for ranges of the current segment sizes and profits and costs for each segment, including a row dedicated to permanently lost  customers. If you use a template generated by Marketing Engineering for Excel, it has already pre-selected the cell ranges. Second, the software asks for a square range that shows the likelihood that a customer in each segment (row) will switch to each segment (column) in the following period. The newly generated spreadsheet contains the results of your CLV analysis. Step 4 Interpreting the results Customer lifetime value The last column of the CLV table outputs the expected CLV of a customer who currently belongs to a given segment, determined by summing the stream of all future gross margins, minus all future marketing costs, and taking into account both the discount factor and the likelihood of customers switching from one segment to another. These figures also appear in the â€Å"Lifetime Value† chart, shown below. A customer with a negative CLV actually means a loss of money for your firm. Number of customers per segment The next table (and chart) shows how many customers will be in each segment at each period of time in the future. The time horizon displayed on the chart matches the number of periods you specified in the â€Å"Run Analysis† options. Note that the â€Å"Lost Customers† segment is not displayed. In most applications, all customers eventually become lost customers, and over sufficient time, all other segments become empty. Customer base’s lifetime value The third table in the â€Å"CLV Analysis† sheet, labeled the Customer Base’s Lifetime Value, summarizes the future stream of revenues and marketing costs over a specified number of future periods (whether cumulative or not) at the global level. Some key elements of this table plot in the third (and last) chart of the spreadsheet. In particular, the Discounted Net Margins (cumulated) provide an answer to the question: â€Å"Over the next x periods, how much is my customer base worth?† Retention rates The final tables depict the likelihood that a customer will belong to any segment in any period of time in the future, depending on the segment to which he or she currently belongs. There are as many tables as there are segments in the analysis. In most applications, all customers eventually join the â€Å"Lost Customers† segment. The probability of belonging to that segment thus slowly reaches 1 (100%), and the probabilities of belonging to any other segment trend toward 0 over time.

Edmunds Case Study Essay

1. What would the SWOT analysis look like for this company? Strengths: 100 local employees, steady market share Weaknesses: Slight loss in market share, aging work force, lack of marketing with technology, no new products Opportunities: increase market share, serving industries other than the box market, mergers and/or acquisitions Threats: Manufacturers using better machines, Consolidation in the paper industry, higher raw material costs 2. What role do you expect the internet to play in the corrugated box industry? What are some ways that Edmunds could better use the Internet to foster growth? I would expect that the internet would be a great resource for researching other corrugated box companies. It would be good for advertising as well. Edmunds could make their website better and offer some of their services on their website. They could also purchase ad space on other websites that target the corrugated box industry. They could also post employment opportunities on their website and various other internet job sites. 3. Which of Porter’s competitive strategies would you recommend that Edmunds follow? Why? Which of the strategies do you think would least likely succeed? I would recommend the Differentiation Strategy because they need to develop new products or different ways of using the existing products to distinguish themselves in the market for the companies who still use corrugated boxes. I think that the cost leadership strategy would work as well. If they can find a way to offer their products at a lower cost than other companies by practicing cost reduction/lean in-house they could pull in more customers. I think that the Focus strategy would be the least likely to succeed because they seem to already be focused on a specific regional market or buyer group and that is causing their business to slow down.

Renal Compensation Acid Base Balance Health And Social Care Essay

IntroductionAcid-base balance in the human organic structure refers to the ordinance of the free H ions present in the organic structure fluids [ 1 ] . This balance is important to the continuance of life as it influences many different systems and mechanisms in the organic structure. The mean pH of the blood when all the homeostatic controls are working efficaciously is 7.4. The pH of normal arterial blood is really 7.45 whereas the pH of normal venous blood is 7.35. This difference can be accounted for by the fact that when CO2 is picked up by tissue capillaries, this leads to the coevals of H2CO3. This in bend generates H+ doing the blood more acidic [ 1 ] . It is partially due to the actions of the kidneys which helps maintain the blood within theses rigorous bounds. All reactions affecting enzymes will necessitate that the pH of organic structure fluids remains within a narrow scope. The function of the kidneys in keeping this homeostasis is of import, but is seen as the â€Å" 3rd defense mechanism † , the first being the usage of chemical buffers in the organic structure and the 2nd being changes made in take a breathing which changes the pCO2 ( partial force per unit area of C dioxide ) and hence the concentration of H ions in organic structure fluids [ 2 ] . In this study, I will depict the changes that the kidneys make in seeking to modulate this balance, how the anatomy of the kidney maps to drive these mechanisms and the response of the kidneys when the organic structure experiences acidosis of alkalosis. Besides as portion of my study, I will discourse the effects that a high protein, low saccharide diet has on the acid-base balance of the organic structure, how this is later corrected utilizing nephritic homeostatic mechanisms, the possible nephritic pathology that can happen as a consequence, and the consequence this will hold on nephritic compensation of acid-base balance thenceforth.Important anatomy of the kidneyThe kidneys are the variety meats which are chiefly responsible for the production of urine, before it passes through the ureters to the urinary vesica in the pelvic girdle [ 3 ] . The kidneys are located within the right and left wing and situated retroperitoneally to the spinal column, between the spinal degrees of T12 to T13 [ 4 ] . The kidneys are about 11-14cm lengthwise and the kidney situated on the left side is found to be more inferior. The kidney consists of uriniferous tubule fractional monetary units, of which there are around 1million present [ 4 ] . But it is the internal constructions of the kidney which are of most involvement in relation to the care of acid-base balance ; peculiarly the function of the proximal tubule, type A and B intercalated cannular cells found in the distal and connecting tubules, and the peritubular capillaries. Figure 1 below is a diagram which depicts the cross-section of a kidney and the functional anatomy. [ 5 ] Blood is supplied to the kidneys through the nephritic arterias, which branch straight from the abdominal aorta. Branching occurs once more one time within the kidney. One group of these sub-branches are the interlobular arterias. These run through the nephritic cerebral mantle and subdivision once more to organize the sensory nerve glomerular arteriolas which supplies oxygenated blood to the glomerular capillary bed and besides, the motor nerve glomerular atrerioles. Within the nephritic cerebral mantle, some of these motorial glomerular arteriolas form the web of peritubular capillaries [ 4 ] . These capillaries can either have secreted ions from the intercalated cells, or they can pump ions into the nephritic cannular lms, from where they will be transferred into the urine [ 4 ] .Figure 2 below shows a simplified diagram of the uriniferous tubule, nevertheless efficaciously describes the chemical exchanges which take topographic point. [ 6 ] Intercalated cells Intercalated cannular cells are found in the epithelial tissue of the collection and distal tubules, along with chief cells. The cells found in these tubules, along with all other nephritic tubules are cubelike epithelial ( one exclusion is the lms of the thin limb of the cringle of henle where the cells are level ) . But it is entirely the intercalated cells involved in keeping acid-base balance. The intercalated cells can nevertheless be classified farther, into Type A and Type B. We are able to make this due the fact that these cells have different transporter proteins [ 7 ] . Type A intercalated cells – These cells are more active than type B and act in order to forestall a province of acidosis. This is done by 1 ) secernment of free H+ 2 ) resorption of HCO-3 3 ) Resorption of K+ [ 1 ] . Hydrogen ions are secreted from these cells via an H+/ATPase transporter, a proton pump, which actively secretes them. The Reabsorbtion of K+ ions occurs along side this procedure. It should besides be noted that the presence of aldosterone, which elevates the activity of the H+ -ATPase pump, increases the rate of H+ secernment. [ 4 ] Type B intercalated cells – These cells act in order to forestall a province alkalosis. This is done by Secretion of HCO-3 2 ) resorption of free H+ 3 ) secernment K+ . [ 1 ] Alternatively of the proton pump, these cells contain an H+-ATPase pump. This complex actively transports H+ ions back into the peritubular capillary from the nephritic cannular lms. But the most of import map of these cells is the secernment of HCO3- ions from the peritubular capillary into the nephritic cannular lms for elimination. This occurs in the apical membrane of the cell, where the HCO3- ions are exchanged across the membrane. The transporter through which HCO3- ions are exchanged is non the same as the pump that is utilised in type A intercalated cells. These cells work in sync in order to keep the right balance. Proximal tubule The cells found in this tubule are besides cubelike epithelial cells, nevertheless, these cells differ from the cells found in the nephritic tubules as they have a brush boundary line of microvilli [ 4 ] . This provides a larger entire surface country for the transportation of substances across the cell membranes. Many chondriosomes are besides seen in these cells histologically, in order to supply energy for procedures affecting active conveyance [ 7 ] . Physiologically, the proximal tubule has two chief functions. First, to resorb from the glomerulus any hydrogen carbonate ions which have been filtered. The proximal tubule is the chief site of bicarbonate resorption, with 85-90 % of the filtered hydrogen carbonate being reabsorbed here. Second, it is the primary site of ammonia production. The huge bulk of this production is done within the proximal tubule [ 8 ] . Both of these mechanisms will be discussed in more item in the undermentioned chapters.Nephritic mechanisms of acid-base balanceThe excess nephritic homeostatic mechanisms of acid-base ordinance consist of ; the pneumonic ordinance of pCO2 and buffer systems found in the blood and intracellularly. Interaction does take topographic point between these mechanisms and the action that the kidneys take in keeping acid-base balance [ 9 ] . There are three factors which are regulated by the kidneys refering acid-base balance: H+ elimination HCO-3 elimination NH3 secernment It should be noted that these factors are interrelated and there is no isolation when it comes to keeping their degrees in the plasma [ 1 ] . The purpose of the kidneys is to keep the physiological acid-base ratio of 1:20. This being the ratio between CO2 ( which becomes H2CO3 when dissolved in the plasma ) and HCO-3. Although the three factors mentioned above are physically changed, it is the concentration of HCO-3 which is ever altered during each mechanism, doing it the common denominator that influences plasma acid-base balance [ 10 ] . In a instance of acidosis or nearing acidosis, the buffers can merely make so much to battle the alteration in pH. The anatomy of the kidney involved in releasing H+ ‘s into the piss, in order to be ejected from the organic structure are the proximal, distal and roll uping tubules [ 1 ] . The anatomy of which is described above. These H ions are derived from CO2 found in one of three topographic points ; the plasma, the cannular fluid or fro m the intercalated tubular cells where it is synthesised due to metabolic procedures [ 1 ] . Bicarbonate ions are besides synthesised in the cannular cells from CO2 and H2O, and this reaction is catalysed by the enzyme carbonaceous anhydrase. But the kidney has two functions with respect to bicarbonate ions ; it is involved in the resorption of filtered hydrogen carbonate ions and the elimination of hydrogen carbonate that has been synthesised from its constituents.The site of this resorption within the kidney is found chiefly in the proximal tubule, but there is grounds of this taking topographic point at the distal and convoluting tubule and thick go uping limb of the henle [ 11 ] . At the nephritic atoms, Bicarbonate ions are easy filtered. But in order to forestall organic structure fluids from going greatly acidic, most of these ions must be reabsorbed [ 12 ] . This is the destiny of the huge bulk of these ions, with merely around 0.1 % being lost in the urine [ 9 ] . However as mentioned, the creative activity of new hydrogen carbonate ions occurs within the cannular c ells of the kidney. This procedure takes topographic point each clip there is 1 ) secernment of ammonium and 2 ) the elimination of acid. From the cannular cells, the hydrogen carbonate ions are absorbed into the peritubular lms. [ 13 ] Ammonium secernment is a utile manner in which the kidney can egest more H ions, as it does non affect the demand for organic buffers. The ammonium that is utilized is derived from the dislocation of protein. However as ammonium is toxic even at comparatively low degrees, in the liver, the ammonium ion is bound to a hydrogen carbonate ion in the signifier of either Urea or Glutamine. Once the glutamine is passed onto the proximal tubules in the kidney, the ammonium ion is released, ready for usage [ 9 ] . The demand for this ammonium is due to the fact that the kidneys can non overload the piss with H ions because the urine pH can non be decreased lower so 4.5. The ammonia Acts of the Apostless as a secondary buffer in this sense, along with a phosphate buffer, which is besides present in the cannular fluid [ 1 ] . The purpose of these mechanisms is to forestall the oncoming of acidosis or alkalosis. Acidosis and alkalosis can be classified, depending on which factor have been changed and the cause of this alteration. If the first alteration was in pCO2, either an addition or a lessening, the status will be known as either respiratory acidosis or alkalosis. Whereas if it is a alteration in hydrogen carbonate or H concentration, this will either be metabolic acidosis or alkalosis [ 14 ] The physiological effects of the pH of organic structure fluids rolling outwith the rigorous physiological bounds can hold body-wide systemic effects. For illustration ; fluctuations in the concentration of H ions can change the irritability of certain nerve cells. It besides can hold effects on enzyme activity and K+ degrees in the organic structure fluids [ 1 ] .Nephritic compensation of the systemic effects on acid-base balance, caused by a high protein, low saccharide diet.This diet has come into the public oculus as a manner of cut downing one ‘s organic structure weight, whilst still being able to bask nutrients that would usually be seen as inappropriate if one was on a diet. The construct behind the thought is the remotion of simple saccharides from the diet, and replacing them with high animate being protein nutrient ( e.g sausage and bacon ) [ 15 ] . It has been noted that the immediate alteration to this diet consequences in immediate weight loss. There is an lift in the rate of micturition, doing more Na to be lost, upsetting the balance of Na being taken in and Na being excreted. But the weight that is lost is due to H2O loss, non fat loss. The physiological response of aldosterone production brings the sodium/water balance back to normal [ 16 ] . In the longer term, the degree of saccharide consumed is reduced to the point where, if there was a farther decrease in the ingestion of saccharides, a province of ketonemia would follow. In a survey carried out by Reddy et Al. suggests that a decrease in carbohydrate consumption along with a high protein diet will ensue in â€Å" uncomplete oxidization of fat and attendant ketoanion production † [ 17 ] . The premiss behind this method of weight loss is that by cut downing the degree of saccharide available to the organic structure, fat will be oxidised in the liver to supply energy. In this state of affairs, it is the ketone organic structures produced by this oxidization of fatty acids that become the chief energy beginning [ 18 ] .Protein and carbohydrate metamorphosisAfter protein has been metabolised by the liver, Urea is later produced. The optimal status for urea elimination is when there are low degrees of ADH in the plasma, forestalling most of the resorption of urea by the collection tubules [ 9 ] . Dietary proteins which are ingested are broken down in the tummy by endo- and exopeptidases. The component amino acids are separated from one another by the dislocation of the peptide bonds. The amino acids are so taken up by enterocytes in the little bowel and transported to the blood stream [ 4 ] . The metamorphosis of sulphur-containing amino acids leads to the formation and construct up of ions which have an consequence on acid-base balance ( Cl, P, SO4 ) [ 20 ] . The ground that sulphur incorporating amino acids lead to an increased acid burden is that the oxidization of sulfur to sulphate green goodss protons. Therefore, an addition in protein intake consequences in an addition in the acid burden in the kidneys, due to the oxidization in the liver of aminic acids incorporating sulfur. The organic structure ab initio responds with an addition in the net acid elimination, a lessening in the degree of bicarbonate ions excreted and an addition in GFR ( Glomerular filtration rate ) which later leads to an addition in ammonium elimination. The GFR is thought to increase due to a primary addition in nephritic capillary permeableness [ 19 ] . This is a reaction to an addition in the degrees of N, due to amino acerb dislocation. However this mechanism is non plenty and as a consequence, blood urea N degrees addition. As the GFR additions, more energy is required by the kidney in order to go on to work efficaciously. In the kidney, the energy beginning is the amino acerb glutamine. The rate of its metamorphosis is increased, ensuing in an addition in the degree of ammonium hydroxide ( NH3 ) produced. As the acerb burden of the kidney and therefore figure of proton has increased, ammonium hydroxide, which has the ability to accept protons is released by cannular cells. The a mmonia ions are oxidised to ammonium and extra protons are hence excreted in the piss in the signifier of ammonium. Increased degrees of acid and NH4+ are found in the piss, whereas the degree of bicarbonate ions beads expectedly. However, it should be noted that, as in response to any cause of increased nephritic acid burden, the cardinal stimulation for amminogenesis is the lessening in urinary pH. In some instances, the extent of ammonium elimination can do a ample urinary pH addition [ 20 ] . When saccharides are ingested as portion of the diet, the saccharides are usually found as polyoses. Starch and animal starch are normally obtained chiefly from works beginnings and meat severally. One of the other saccharides found in dietetic consumption, although less common, are the disaccharides. These larger units are broken down during digestion into their constituents. This is chiefly glucose. As a simple sugar, this can be easy absorbed by the enterocytes in the little bowel [ 1 ] . The lessening in dietetic saccharides is instituted in order to do protein the primary beginning of energy, leting fatty acerb oxidization and ketone organic structure formation.Nephritic pathology as a consequence of a high protein, low saccharide dietAs has been discussed, an addition in the degree of dietetic protein ingested increases the acerb burden in the kidneys. This addition can take to different abnormalcies and pathologies happening within the kidneys. Ketosis is associated with a hig h-protein, low-carbohydrate diet when there is drastic lowering of the saccharide consumption. As mentioned antecedently, ketone organic structures are produced upon oxidization of fatty acids. These build up in the blood watercourse. As the saccharide handiness has decreased, the organic structure becomes more and more dependent on fat shops as an energy supply, constructing up the degrees of ketone organic structures. This is seen as a plus point of the diet, as an increased figure of ketone organic structures leads to a loss of appetency. Ketosis has several complications which affect different systems in the organic structure. Some of which are desiccation, irregularity and a inclination to organize kidney rocks. More inauspicious affects include lipemia, faulty neutrophil map, ocular neuropathy and osteoporosis. The mechanisms of which will be discussed in more item [ 21 ] . It has been suggested by Frassetto et Al. that due to a normal western diet, people are predisposed to a long-run, but low class acidosis. This is seen to be amplified in older people, where there is frequently a deterioration of kidney map and the kidney is unable to cover with an increased acid burden. This can frequently take to instances of metabolic acidosis. The underlying mechanism of this induced status is the increasing inefficiency of acerb elimination by the kidneys, and a lessening in the resorption of filtered hydrogen carbonate [ 22 ] . In the survey conducted by Frassetto et Al. analyzing the production of endogenous carbonaceous acids and the degrees of K and protein ions the diet, it was found that there was a strong nexus between carnal protein uptake and nephritic net acid elimination. This was non nevertheless found with vegetable protein. This reinforces the fact it is the consumption of sulphur-containing amino acids which has a greater affect on nephritic acid burden. The figure of sulfur incorporating aminic acids in veggie is much more varied [ 22 ] . There are some surveies which suggest that a high-protein diet can be connected with chronic kidney disease, due to the strain placed upon the kidney by such as diet. The cause of which is cited as the kidney being overworked when covering with some of the by merchandises of protein metamorphosis, for illustration the addition in Urea elimination, and holding to get by with an increased GFR [ 23 ] . Chronic kidney disease can be defined as a state of affairs â€Å" when the maps of the kidneys have been so reduced by a chronic disease procedure † [ 24 ] . This may be seen as a consequence of the cumulative effects of a high-protein diet. However it should be noted that there is difference among different surveies as to the badness of such a disease and which symptoms would be present, if it were to happen. In chronic nephritic failure, the status can be exacerbated by a continued high-protein diet as this can take to increased keeping of certain ions, such as K or phosphate, which are released upon digestion of protein rich nutrients. If the patient besides has a instance of acidosis, this would decline a province of hyperkalaemia. The K found within cells is replaced with H ions, let go ofing more potassium ions into the organic structure fluids [ 24 ] . This is an illustration of how chronic kidney disease can come on due to increased kidney emphasis, brought about by an increased acid burden associated with a high protein diet. Many surveies have now found a nexus between high-protein consumption and osteoporosis. The thought is centred on the fact that a high degree of protein in the diet leads to hypercalciuria, or high degrees of Ca in the piss. One of the beginnings of this Ca is from the soaking up of dietetic Ca in the bowel. However, this addition is non big plenty to propose that this is the ground for hypercalcinuria. It is believed that the beginning of this Ca is bone and hence as a consequence, there is a lessening in skeletal mass. One of the theories to explicate this provinces that, due to the increased acid burden that consequences, nephritic handling of this burden through amminogenesis is non plenty. Calcium arising from the skeleton is released to be utilised as a buffer, before being excreted in the urine [ 21 ] . In the survey carried out by Frassetto et Al. in 2000 which looked at the hip break incidence ( HFI ) rate per 100,000 in adult females aged over 50 from states where per capit a nutrient ingestion information was available, found that â€Å" HFI in adult females over 50 is straight correlated with carnal protein ingestion † [ 22 ] . It should be noted nevertheless that there are surveies which suggest that a low-protein diet leads to a loss of bone-density. A survey done by Hannan et Al. found that â€Å" lower degrees of protein intake were associated with significantly higher rates of bone loss at the hip and spinal column † [ 25 ] . Specific nephritic pathology can be associated with this diet. One illustration is the oncoming of renal lithiasis or the presence of kidney rocks [ 26 ] . As already mentioned, one of the side-effects of a high-protein diet is hypercalicuria. This is a hazard factor for renal lithiasis. Animal protein consumption is linked with other factors which besides increase the hazard. These include ; a lessening in the soaking up of base from the GI piece of land, taking to a lessening of citrate elimination in the piss. As with many jobs associated with a high-protein diet, low saccharide consumption merely worsens the state of affairs. A lower consumption of fruit and veggies reduces dietetic beginnings of base.DecisionThe kidneys and nephritic system are responsible for a broad assortment of maps impacting multiple systems around the organic structure. In relation to acid-base balance, although the kidneys act in concurrence with other mechanisms to keep acid-base homeostasis, they must b e working usually in order withstand even infinitesimal alterations in organic structure fluid pH, caused by pathology or diet. Although the actions of the kidney in acid-base ordinance can be categorised depending on the how the concentration of three chief ions are changed, in order for the mechanisms affecting these to be fulfilled, many different but specific chemical reactions affecting many different countries of nephritic anatomy and biochemical substrates have to take topographic point. Physiological ordinance of acid-base balance can be greatly altered by an addition in dietetic protein intake, the effects of which are merely exacerbated by reduced saccharide consumption. Although the negative effects of such a diet were clear in all the diaries and text editions I have referenced, there is still elucidation needed as to the specific mechanisms of secondary pathology obtained after nephritic handling of this increased acid burden has diminished.