A Reaction to the Article, “The Crowd: A Study of the Popular Mind” by Gustave Le Bon

I resolutely concur with Gustave Le Bon’s LAW OF THE MENTAL UNITY OF CROWDS, which is indeed a socio-psychological phenomenon manifested throughout history and continues to manifest in our day-to-day lives. We are social beings. That makes this law almost absolute that to exclude oneself from it would mean excluding oneself from the rest of society and humanity, or one’s community to be more specific.Le Bon’s multifaceted analysis on the psychological crowd gave me the feeling of referring to it as a community. As he spoke of â€Å"collectiveness†, I remembered â€Å"sharing.† His discussion on the â€Å"individual comprising the crowd† reminded me of â€Å"group membership.† When he spoke of â€Å"contagion† I thought of â€Å"shared expectations and common goals.†His â€Å"influence and suggestion,† are â€Å"motives and issues† to me in relation to community. Most importantly, his statement of individuals being equals regardless of intellect and social status is â€Å"democracy.†   These heightened my belief of the law as I became more comfortable in relating his claims to everyday life.What is more convincing with the article is that it was written in a realistic and practical approach. Le Bon didn’t dwell idealistically in his concept of the psychological crowd, like me in my understanding of a community.Diversity, conflict, and factions in thinking are certainly inevitable and are always threats to harmony and homogeny. More so, the bottom line of every crowd or community’s dynamics is the motives, commitment, and gains of its members.Like Gustave’s discussion on the psychological crowd’s dynamics of having the individuals conscious and independent ways of thinking dissolved in a crowd, my understanding of a community is that it is composed of people who transmit knowledge through sharing rather than individually inheriting traits and characte ristics from their parents.Undeniably, this law had been formulated through in-depth observation of the dynamics of historical events and processes. It shall never cease to support the existence of social, cultural, political, and economic entities, that is all the advances as well as the setbacks human development has brought to us.ALL religions, ALL laws, ALL business establishments and policies, ALL family systems, ALL academic institutions, ALL forms technology, ALL sciences, ALL wars and conflicts, etc. are all products of MENTAL UNITY OF CROWDS. As long as people converge to work on something, as long as they exist and need each other, this law shall be valid.If Sociology is the study of human social behavior, origins, institutions, organization, and the development of human society, then Le Bon’s Law would be the very much essential to justifying the existence of the science (Sociology).It effectively presents a powerful phenomenon that explains the process of the simp le individual being the foundation of a more complex crowd, which tells us so much about social relationships and behaviors, and organizational processes. Thus, it is able to profoundly provide us a base of what we are actually studying every day in this course.

Essay on the Holy Prophet

A prophet means a messenger of God to mankind. The mission of a prophet’s life is to spread the Word of God. The total number of such prophets is one lac and twenty four thousand. The Prophet of Islam (Peace be upon him) was the last messenger of God to the whole world. The Holy Prophet was born in Arabia‘ in 571 A. D. He was named Muhammad (Peace be upon him). The Arabs were a race of wild tribes. They led a cruel life. They burried their newly-born daughters alive.They ill-treated women, orphans and slaves. They worshipped Idols. They were addicted to wine, adultery gambling, and bloody quarrels. The Holy Prophet was sent by God to set these bad people right. He hated their cruel ways. He worked hard to reform them. He changed their habits and manners by his own shinning example. He taught them to speak the truth, to showed, mercy to the poor and the sufferers to respect women and to be kind to children. At the age of forty, Muhammad (Peace be upon him) had revelations .By dint of this high character, nobility of mind, his truthfulness and broad humanity he gained some disciples. He began his great missionary work and started preaching the gospel of God. His followers grew from day to day. The Holy Prophet was called Sadiq (Truthful) and Ameen (Trustee) even by his enemies because of his honesty and straight-forwardness. The Prophet married a widow Khadija by name who embraced Islam and stood by the Holy Prophet throughout her life. The old idol-worshippers tried their best to harm and tease him.They wanted even to kill him. The Prophet fled to Madina in the company of Hazrat Abu Bakar, This day of exodus marks the dawn of the Islamic Hijra (Exodus). Madina became the centre of the Islamic activity of the Prophet. He gained many followers there. He mobilised them into a small army. He challenged several hundred of thousands of his enemies with the help of that small band and inflicted defeat after defeat upon them. At Iast the Holy Prophet entered Makkah as a victor. He showed grace and mercy to all the Makkans and proclaimed general amnesty.Thus he set a shining example of humanity and high mindedness before the world. The Prophet taught his followers a simple code of life. He wanted them to live peacefuly, serve others, speak the truth and help the needy. His life is a living source of inspirations to the world. Lives of great men all remind us. We can make our lives subime. And departing leave behind us. Footprints on the sands of time. No life – history of any man has such an inspiring record of the day-to-day events as the simple but stirring story of the Holy Prophet Muhammad (Peace be upon him).

Beer Wars Essay

What’s more refreshing on a hot summer day than a nice cold beer? Or how about drinking a nice cold one with some buddies after work at a local bar, sound nice doesn? t it? Beer has been around for many years and will probably be around for many more. A beer is any variety of alcoholic beverages produced by the fermentation of starchy material derived from grains or other plant sources. The production of beer and some other alcoholic beverages is often called brewing. Most every culture has there own tradition and the own take on beer, thus producing many different styles and variations. Simply put, a beer style is a label given to a beer that describes its overall character and often times its origin. It’s a name badge that has been achieved over many centuries of brewing, trial and error, marketing, and consumer acceptance. There are many different types of beer, each of which is said to belong to a particular style. A beer’s style is a label that describes the overall flavour and often the origin of a beer, according to a system that has evolved by trial and error over many centuries. According to the type of yeast that is used in the beer’s fermentation process, most beer styles fall into one of two large families: ale or lager. Beers that blend the characteristics of ales and lagers are referred to as hybrids. An ale is any beer that is brewed using only top-fermenting yeasts, and typically at higher temperatures than lager yeast. Becau†¦ †¦ middle of paper †¦ †¦ a smoked beer a brewer will fire his malt over a wood fire and let the smoke absorb into the grains. This imbues a smoky character in the taste of the brew. Specialty beers are a catch-all category used to describe any beers brewed using unusual fermentable sugars, grains and starches. With all of the different brewing techniques and styles and forms of ingridents there is almost and endless world of beer. Beer is diffently the ultimatesocial drink and it has been proven for years. Beer can be anything from dark, fruity and mysterious to light, crisp and refreshing. Beer tasting is an art and should always be respected. So respect your beer and have fun. Go to your local bar today with a few buddies and begin on your own beer journey.

Three question Essay Example | Topics and Well Written Essays - 1250 words

Three question - Essay Example Thus, I participated in this sales internship program in order to improve and perfect my communication and strategic thinking skills. As a sales intern, i had the responsibility of elaborating the various products to customers. Additionally, I had to convince them to purchase the insurance products. This challenge motivated me to adapt and try to transform my personality. A good salesman listens to what his or her customers say. Therefore, I tried to develop good listening skills. A lot of people do not comprehend what the other individual is saying. This can be as a result of minute concentration. I learned to concentrate fully when my clients were speaking. As such, I got to know about their needs better. A better understanding of their needs gave me an upper hand in convincing them to purchase my products. It’s not just listening to the client’s voice that enabled me to excel in my sales, but also watching their body language. I learnt to recognize when a client seemed disinterested or when I lost him/her. For example, a client is disinterested if he or she constantly interrupts my conversation. In addition, constantly looking at his/her phone is a clear indication that the client is not i interested in the company products. To convince them and gain their trust, I learnt how to speak slowly, concisely, and have all the information at my fingertips. Having polite catchy exit phrases is another way to endear yourself to a client. For example, â€Å"maybe I ought to come back at a later time sir/; madam† is a sure way of dismissing a client politely. This polite way will enable them to come back to you at another time. Therefore, good communication skills are a vital and critical aspect in a sales environment. Prior to undertaking this exercise, my introvert personality had a massive impact on my expressions. I seldom shared what I was thinking. However,

Business Decision Making Assignment Example | Topics and Well Written Essays - 3000 words

Business Decision Making - Assignment Example While all the garden centres offer natural plants as the main product, there are a wide range of services and products that some garden centres offer customers. Some of the products that the organization’s competitors offer include fertilizers, small pets, outdoor furniture, and landscaping services and products. The Garden Centre Group which owns a total of 139 garden centres, for example, has a restaurant, plant shop, gardening club, and online shop as part of its package (The Garden Centre Group 2013). The group offers among other products, Christmas lights, bulbs, artificial Christmas trees, tree decorations, garlands and wreaths (The Garden Centre Group 2013). Customers seeking garden centre products are keen to find the specific kinds of products they desire. They are particularly keen on finding products that are of high quality which means garden centres must carefully choose what they stock (Watson-Smyth 2012). They are keen on shopping in an environment that is natur al, serene, and magnificent. Many customers prefer to buy unique herbaceous plants and certain varieties of clematis (Watson-Smyth 2012). ... The business can also get a good idea about the size of the market from which it draws its customers. Furthermore, secondary data may give the business a hint about where the customers in the market come from in terms of geographical locations. Yet again, the organization may be able to establish the demographic characteristics of market including the income levels, age range, culture, ethnicity, marital status and education levels of potential customers (acsbdc.org par. 3). Other characteristics that secondary sources may reveal about the customers and potential customers of the business include their lifestyle, behavior, attitudes, product consumption habits, trends, and loyalty to specific brands (acsbdc.org par. 5). Based on these set of information, the garden centre can establish different market segments. 1.2 Survey Methodology and Sampling Frame By conducting a market research, a business can get to establish what its customers feel about its products and services. This being the case, the garden centre needs to conduct a market research to establish what its customers feel about the products and services offered by the business. The customers can also give suggestions on how their experiences with the garden center can be improved. Data for a market research may be drawn from primary or secondary sources, or even both. The garden centre will rely on primary data to make inferences and decisions regarding customer experiences at the facility. While there are several methods of collecting primary data, the organization will conduct a survey featuring a sample of visitors to the garden centre. The population under study in this case will include the customers of the garden centre. The population in

Fundamentals of Corporate Finance Term Paper Example | Topics and Well Written Essays - 500 words

Fundamentals of Corporate Finance - Term Paper Example According to the research findings, it can, therefore, be said that the overall return on equity of the company has experienced a mild increase such that it climbed up to 16.20% in 2008 from 13.69% in 2006. A major factor which boosted such increase in ROE is the rising financial leverage despite the fact that the net profit margin and asset turnover of the company have declined. Thus, it can be concluded that the increase in both net income and equity in all the three years have effectively contributed to the higher return equity ratio of the company. The operating performance of the company is demonstrated by net profit margin. The net profit margin of the company has decreased from 2.36% to 1.91% in the period ranging from 2008-08. Although, the net income of the company has increased considerably, however, net sales of the company, has increased more than that of net income yielding in lower net profit margin. Due to the heavy increase in the total assets of the company, the tota l asset turnover of the company remained quite low as the total assets could not generate the similar level of sales. In three years’ time, asset turnover of the company has reduced from 2.62 times to 1.55 times. Financial leverage of the company has increased significantly because of the increase in total assets and stable equity position of the company. It experienced an increase from 2.21 times to 5.44 times in these three years which is more than double, contributing significantly to the overall return on equity of the company.

Contemporary Developments in Business and Management Essay - 6

Contemporary Developments in Business and Management - Essay Example So, in 2005, it actualized that plan by adopting the Diversity Program. This program apart from improving Nike’s ethical image, also positively impacted the business environment of Nike both in its external as well as in its internal environment, opening up a surge of opportunities and at the same time it also giving rise to challenges in certain aspects. So, this paper will analyze Nike’s internal as well as external business environment, focusing on how the current political and economic factors are influencing its decision making particularly regarding its Diversity program, ending with the recommendations on how to further optimize its functioning Nike Corporation is the world’s leading supplier and or manufacturer of sports equipments, athletic shoes and apparels. It was formed in 1964, and by 1980, it already had more than 50% market share in the United States. Nike has over five hundred factory or office locations in around 45 countries all over the world. Nike’s operations in UK are extensive with stores at many prominent places and manufacturing process is also going on. With such extensive locations, Nike, an American corporation has a sizeable percentage of employees from diverse groups. So, Nike is a very diverse company and focuses a great deal on improving diversity throughout the organisation. â€Å"This company operates on six continents, and employs around 23,000 people. Their suppliers, shippers, retailers and service providers employ close to 1 million people. The diversity inherent in such size is helping Nike evolve its role as a global company.† (Clarke et. al, 2005). But, as part of a p ositive image building exercise, Nike under the leadership of Phil Knight planned to increase that percentage to recognizable and optimum levels. So, in 2005, it actualized that plan by adopting the Diversity Program in its recruitment process. Phil

Sociology--How is the american workplace responding to the needs of Essay

Sociology--How is the american workplace responding to the needs of working parents - Essay Example Although it is stipulated in the Law that for reasons of illness or arrival of a new child, a parent can take an unpaid leave of up to two weeks. However, not many can take the financial risk of enjoying an unpaid leave. This puts lower income families at a disadvantage. In situations where illness of a child happens, one of the parents would be forced to stay at home with the child and not receive income. Working parents who have young children have more issues than those with children who are already grown-up. For one, daycare centers are relatively expensive and it is the parent’s burden to shoulder the expenses. This problem is compounded by the fact that not all workplaces have daycare facilities. This brings a parent trap wherein the working parent has no choice but to delegate the responsibility of childcare to unreliable daycare centers. Although America is one of the most modern civilization which highly values independence, freedom and humanity, its value system on child rearing is undermined. Unlike its European counterparts, America is not taking childcare seriously. In an article published by the Atlantic, it stated that France’s daycare is heavily subsidized by the government since most of European countries highly respect childcare as a national responsibility ( Kornbluh 2003 ). Children are viewed as economic assets in European countries since the future belongs to them. The main issue for working parents now can be summarized as companies must provide additional benefits to working parents since this contributes to employee productivity. Presently, there are only few companies like JC Penny that allows working parents to trade shifts. Another ideal company is Ikea, as reported by American Prospect : Paid leave, child-care assistance, and other benefits are par for the course at some model companies. Ikea, which offers paid sick days, maternity/paternity leave, and time off for

CEO's letters to shareholders - Coca-Cola Company Essay

CEO's letters to shareholders - Coca-Cola Company - Essay Example CEO's letters to shareholders - Coca-Cola Company During 2007, Coke was able to register a gross profit margin of 64% showing its strong ability to control the critical costs and maintain its cost leadership in the market. Further Operating Income was 25% with net income of 21%. Probably the strongest sign for the investors remained the fact Coke has been able to provide a dividend of $1.36 per share which is a very strong indicator from the company to show its concern for its investors. In the current year; Coke has been able to successfully launch its new brand of Coke Zero in more than 37 countries and has proved itself as the best selling brand of coke so far. The future outlook of the coke seems good as it has been continuously making new acquisitions in order to penetrate and develop new markets to broaden its product base. As a future strategy, Coke is considering to enter into the Sparkling Beverages business which according to Coke is its business of future. Overall the analysis of the CEO’s letter to the shareowners of the company clearly indicate the direction which the company is going to sought in the future and proposed plan of action to remain more competitive in the market by acquiring and making new strategic moves to solidify its position not only in North America but out of it too.Pepsi Co has not yet been able to present its annual accounts for the year 2007 however based on the annual audited accounts of 2006, we can analyze the letter of CEO to the shareholders of Pepsi Co. during 2006, Pepsi Co has been able to achieve a volume growth of over 5% with net revenue growth of 8% whereas the earnings per share grew by 13% showing a very significant performance of the company in the year under review.

Video games and aggression Essay Example for Free

Video games and aggression Essay Violent computer games such as ? rst-person shooters (e. g. , ‘‘Counterstrike’’) have repeatedly raised the suspicion of parents, teachers, politicians, and scientists alike. Given the increasingly realistic portrayals of violence and the substantive training of (virtual) aggressive acts in these games rather than the passive observation of violence in movies, many have been alarmed by the wide-spread use of these games [Smith et al. , 2003]. The discussion resembles the previous debate on the effects of passive violence exposure in TV and movies [Bushman and Anderson, 2001], and in line with psychological theories on aggression and based on empirical evidence, similar conclusions have been drawn regarding side effects of violence exposure in computer games: Most authors would conclude that a clear consensus has been reached that a noticeable causal in? uence of playing violent video games on aggressive behavior and dispositions—of young people in particular—exists [Carnagey and Anderson, 2004]. Nevertheless, the number of studies establishing a causal link between aggresr 2009 Wiley-Liss, Inc. siveness and interactive media such as violent computer games remains relatively small in comparison to studies on passive media exposure. Evidence is particularly scarce with regard to whether latencybased measures of cognition, so-called implicit measures, are useful for detecting any changes in aggressive cognition as a consequence of exposure to video games. Implicit measures may be particularly suited to uncover the processes how playing violent and nonviolent video games affects a player’s automatic cognitions. Implicit dispositions could play a key role in spontaneous and impulsive aggressive tendencies in the short and long run. Conventional wisdom holds that a substantial part of aggressive behavior is carried out in the absence of cognitive ACorrespondence to: Matthias Bluemke, Psychological Institute, University of Heidelberg, Hauptstrasse 47-51, 69117 Heidelberg, Germany. E-mail: Matthias. [emailprotected] uni-heidelberg. de Received 15 October 2007; Revised 15 September 2009; Accepted 29 September 2009 Published online 26 October 2009 in Wiley InterScience (www. interscience. wiley. com). DOI: 10. 1002/ab. 20329 2 Bluemke et al. resources or in situations where people lack behavioral control (e. g. , after alcohol consumption). Obviously, aggression does not always re?ect actions in line with one’s conscious reasoning or explicitly endorsed attitude toward aggression and violence. Those dispositions that relate to lesscontrolled aspects of human behavior, rather than deliberate behavior and intended actions, may be addressed by the term ‘‘implicit personality’’ [Banse and Greenwald, 2007; Perugini and Banse, 2007]. The Media Violence Exposure–Aggression Link Psychological theories that predict increases in aggression after (repeated) media violence exposure are plentiful. Not a single psychological theory predicts positive outcomes, neither in the short nor in the long run—except for the catharsis hypothesis which until now suffers from empirical con? rmation [Bushman et al. , 1999]. Among the most important mechanisms for short-term effects are (1) associative priming of existing aggressive beliefs, well-encoded scripts, and angry emotional reactions [Berkowitz, 1993], (2) emotional arousal upon observation of violence and excitation transfer [Zillmann, 1978], and (3) simple mimicry of aggressive scripts [Huesmann and Kirwil, 2007]. Long-term effects are most prominently considered to be a consequence of (1) observational learning of new social scripts [Huesmann, 1988], (2) development of beliefs supporting aggression or hostile schemas that accompany expectations in social interactions [Anderson and Godfrey, 1987; Huesmann and Kirwil, 2007], as well as (3) conditioning of aggression-promoting emotions [Bushman and Huesmann, 2006]. Long-term emotional desensitization to violent scenes may also occur [Carnagey and Anderson, 2004]. Empirical evidence in favor of the aforementioned theories is abundant. As the violent video game debate has had a precursor in the debate on the effects of TV-violence, related evidence on the hypothesized link exists. Longitudinal research on the effects of TV-violence has shown that the amount of viewing TV-violence in childhood predicts young adults’ self- and other-reported aggression much more than childhood aggression predicts young adults’ TV-violence consumption [Huesmann et al., 2003]. Owing to the activity of the gamer, violent computer games may be more harmful than passive exposure to media [Carnagey and Anderson, 2004]: A hostile virtual reality, higher number of violent scenes in the games, symbolically enacting Aggr. Behav. cruelty instead of perceiving it, reinforcement of atrocities, replacement of aggression-inhibiting tendencies—all of these are matter for concern [Gentile and Anderson, 2003]. Based on meta-analyses of several studies, Anderson and Bushman [2001] inferred a substantial causal effect of computer game violence on aggressive behavior, aggressive cognitions and emotions, cardiovascular arousal, as well as on (reduced) helping behavior [Anderson, 2004; Anderson et al. , 2003]. Even if only a small effect existed outside the laboratory, Bayesian logic proves that, due to the high base rate of people consuming large amounts of video game violence, consequences on a societal level would be drastic. In sum, our understanding of the matter has developed to the point where investigating the mediating mechanisms and exploring the moderating variables becomes more important than establishing any effects themselves. This having said, the same does not apply to a relatively new class of theories and measures. So far, few studies in aggression research have dealt with implicit cognition and even fewer have utilized newly developed implicit measures of aggressive dispositions in media violence research. Automatic Aggression-Related Cognitions and Impulsive Aggressiveness Dispositions Beginning with Schneider and Shiffrin [Schneider and Shiffrin, 1977; Shiffrin and Schneider, 1977], the distinction between automatic and controlled processes has become quite common. Huesmann [1988, 1998] applied the distinction between automatic and controlled processing to aggressive behavior [see also Dodge and Crick, 1990]. Also the general aggression model [Anderson and Bushman, 2002] distinguishes thoughtful action from impulsive behavior. The most extensive application of automatic processes to social behavior in general has been laid out in the re?ective–impulsive model (RIM) [see Strack and Deutsch, 2004, for an in-depth discussion]. The model summarizes many ? ndings on human automaticity based on implicit measurement procedures. RIM allows for the mutual in? uence of two cognitive systems in producing human behavior: one associative and one re? ective system, but interconnections between both systems exist. That automatic processes can be held at least partly responsible for the emergence of aggressive behavior is not a new insight [see Todorov and Bargh, 2002, for an overview]. Situational priming of mental constructs in the range of few hundred. The In? uence of Computer Games 3 milliseconds, even below the subliminal threshold, reliably biases people’s perceptions of ambiguous behavior, and it can guide the selection of behavioral options [Berkowitz, 2008; Dodge and Crick, 1990; Zelli et al. , 1995]. Depending on whether the situation activates the concept of rudeness or the concept of politeness, the likelihood to interrupt a conversation partner changes—without mediation by an intentional stance [Bargh et al. , 1996]. What is less obvious from our discussion so far is how each of the re? ective and impulsive pathways can be predicted. All the models allow automatic associations as dispositions to behavior. Based on spreading activation in semantic networks, associations ef? ciently predispose the organism to the spontaneous selection of behavioral scripts. Importantly, behavioral impulses can be at variance with one’s personally endorsed standards, or social norms, and this may be the case even without the person being aware of it. Whether deliberate re? ection or impulses will determine behavior, depends on the cognitive capacity and motivational resources for self-regulation, which themselves might be impaired due to temporal or chronic in?uences [Baumeister et al. , 2000; DeWall et al. , 2007; Fazio and Towles-Schwen, 1999; Muraven and Baumeister, 2000]. With the notion of spreading activation in mind implicit measures have been developed that try to tap into automatic associations in the range of a few hundred milliseconds [Fazio and Olson, 2003]. It was shown that explicit measures, which are based on deliberation and reappraisals, mainly determined behavior under re? ective control, whereas implicit measures predominantly predicted impulsive tendencies and behavior in less-controlled situations [Friese et al., 2008; Hofmann and Friese, 2008; Hofmann et al. , 2008]. The latter ?nding does not contradict the idea that clever explicit measurement procedures can likewise uncover automatic in? uences in a broad sense. Behavior is the product of both types of processes to a sizable extent, and the situation is responsible for moderating their relative impact. The question is whether the idea of associative networks and priming procedures can be exploited in the domain of aggression, as it has been done in other domains, so that assessing interindividual differences in people’s proneness to impulsively aggress becomes feasible. Assuming automatic aggressive dispositions and using implicit measures to detect them is in line with recent calls to integrate neo-associationistic approaches into explanation and prediction of aggression. In doing so, both classic theoretical and newer paradigms are combined [cf. Berkowitz, 2008; Bushman, 1998]. Connecting Implicit Measures, Violent Video Games, and Aggression Research We suggest that implicit measurement techniques1 could be a useful addendum to the agenda of aggression research. In contrast to traditional explicit measures such as questionnaires, implicit measures do not rely on conscious self-report, but on the measurement of hard-to-control spontaneous associations. They typically draw on reactiontimes in categorization tasks within a few hundreds of milliseconds, that is, within the fraction of a second where also automaticity effects can be observed. Implicit measures are considered to be less susceptible to distortion by demand characteristics, social desirability, and other biasing factors such as low levels of introspection [Degner et al., 2006]. Crucially, due to the limited time for responding, information processing in implicit measures differs distinctively from responding to a questionnaire so that both types of measures display their merits, particularly when predicting different kinds of behavior: Dissociations between implicit and explicit measures in predicting impulsive and controlled behavior typically result [Asendorpf et al. , 2002; Hofmann et al. , 2007], and treatments can affect the associative and re? ective level independently [Gawronski and Bodenhausen, 2007]. Heavy players of violent video games may claim to be immune to side effects, and at the re? ective level this may hold, but at the associative level the picture may look quite different. Owing to the nature of the game, impulsive behavior and automatic associations, aside from intentions, could be reinforced in violent computer games. Uhlmann and Swanson [2004] observed exactly such a predicted increase of aggressive cognition after 10 min of playing a violent computer game in the lab, when aggressiveness was measured objectively via response latencies in an Implicit Association Test [IAT; Greenwald et al., 1998]. Other research shows that these IATs are predictors of impulsive aggression which cannot be explained by Throughout the article we stick with the common name ‘‘implicit measures’’ for indirect, latency-based measures. Note that the ideas that the constructs proper reside at an implicit level, or that the associations themselves need to be acquired implicitly, have been given up, and there is no doubt that most measurement procedures cannot be deemed implicit [Blanton et al. , 2006; Fiedler et al. , 2006; Karpinski, 2004]. Aggr. Behav. 1 4 Bluemke et al.self-report and observer ratings [Banse and Fischer, 2002; Gollwitzer et al. , 2007]. As the study by Uhlmann and Swanson [2004] is, to our knowledge, the only published research that investigated the in? uence of violent computer games on cognition as assessed by the IAT, let us describe their main ? ndings. Playing a ? rst-person shooter increased implicit aggressiveness. Despite being convergent with theory, some doubts remain. The lack of a nonplaying control group does not permit a conclusion whether the violent game raised aggressive cognitions or whether the playing control condition caused participants to become more peaceful. Then, Uhlmann and Swanson’s games presumably differed with regard to the elicited physiological arousal and involvement. The nonviolent game (‘‘Mahjongg’’) was a puzzle that differs from the violent game (‘‘Doom’’), a ? rst-person shooter, in terms of excitation, task complexity, competition, and frustration. The missing equivalence prohibits inferring a causal link [Anderson et al. , 2004]. Arousal confounds need not pose a problem for explicit measures of aggression, yet applying speeded-classi? cation tasks after playing arousing games might have affected sorting performance in the IAT. As a consequence, group differences may re?ect blurred measurement, rather than changes in cognition proper. Study Aims We had two aims in mind when planning this study: First, a conceptual replication of Uhlmann and Swanson’s [2004] study seemed in place, while simultaneously controlling for arousal and task differences of the games. Second, given the small number of studies on the causal impact of violent and prosocial electronic games on implicit measures, we wanted to extend the data basis: We expected that playing a violent game should prime aggressive cognitions, whereas playing a peaceful game should prime peaceful cognitions.mouse and ? ring at them with mouse clicks. In the peaceful game participants watered as many sun? owers popping up in the woods at the same rate and pace as the soldiers in the violent condition. An abstract game required the clicking of colored triangles without any meaning attached to these triangles, but with identical timing parameters and reinforcement stakes. This allowed us to examine whether violent content and watering sun? owers distinctively sway associations as compared with a control condition. Finally, nonplaying participants worked on a reading task of a nonarousing newspaper report, constituting a baseline for potential arousal differences due to playing vs. not playing. In line with Uhlmann and Swanson [2004], we predicted that, controlling for pretest differences among participants, the implicit aggressive selfconcept should be highest after ? rst-person shooting, followed by abstract gaming, then by sun? ower watering. Implicit measures should be particularly informative on alterations of associative structures. Associating oneself with violent acts should give rise to aggressive cognitions, whereas associating oneself with peaceful acts should render peaceful associations active. As we kept the virtual environment, the psychomotor task, and the gaming parameters constant, we also expected that the level of physiological arousal among the three game conditions should converge. This circumstance would demonstrate the equality of the game contexts and render explanations of post-treatments effects in terms of plain arousal differences improbable. Sample A sample of 96 students at Heidelberg University of various majors took part in a study on the in?uence of computer games on (unspeci? ed) cognitive performance parameters in exchange for course credit or a chocolate bar. After controlling for high error rates [20% of errors at most in the critical IAT and Single-Target IAT (ST-IAT) blocks; see Greenwald et al. , 1998], 89 participants (68. 5% females) remained in the sample. 2 Mean age amounted to 24. 64 yrs (SD 5 5. 35). Most participants were skilled in computer usage and gaming: Many reported owning a Personal Computer (N 5 86), Sony Playstation (9), Microsoft Xbox (2), or a Nintendo Gameboy (9). Daily computer usage was 2. 53 (SD 5 2. 65) hr on average, and the average weekly consumption of video games 2 METHOD Hypotheses We compared three groups, relative to a control condition, with regard to changes of aggressiveness following violent gaming, nonviolent gaming, or not gaming at all. In the violent game, participants acted as ? rst-person shooters and targeted a virtual weapon at hostile soldiers, popping up in a virtual wood, by moving the hairlines of the gun with the Aggr. Behav. Owing to technical problems, the recording of one participant’s physiological data failed. The In? uence of Computer Games 5 summed up to 5. 16 (SD 5 7. 90) hr. Participants were randomly assigned to one of the four conditions under the constraint of keeping gender proportions across the conditions equal. This resulted in 6–8 males and 14–16 females in each condition. Independent Variable Although the control group encountered a reading task, that is, an article from the German magazine ‘‘DER SPIEGEL’’ which was judged as emotionally neutral, the experimental groups encountered one of three computer games. Irrespective of the speci?c treatment condition, the virtual environment (a forest scene) and the actions (a left-side mouse click of the right hand) were identical (Fig. 1). In the violent game, participants were exposed to a war scenario that required shooting enemy soldiers from a ? rstperson perspective in order to score high. Soldiers returned ? re if they were not eliminated immediately. The goal was to shoot as many enemies as quickly as possible by ? ring at them with mouse clicks (hits), before they ? red back and disappeared, resulting in score losses (misses). The mean rate of soldiers per minute could be determined by the programmer and was kept constant across participants (and conditions), but the program implemented a random component with regard to timing and location of the targets so that players could not routinely counter the attacks. Misses after the fraction of a second resulted in being injured and decreased the score, signaled by a different sound than for hits, which were visually emphasized by blood spills. By contrast, in the peaceful game sun? owers popped up in the same wood in the same speed like the soldiers in the violent game, yet the players’ task was to water the ?owers with their watering can, else they ‘‘died’’ visually due to water shortage. Whenever this happened, a ‘‘sad’’ sound occurred and reminded a participant to water the sun? owers continuously and fast. On success, a player’s score increased, as indicated by a sound of accomplishment. Misses resulted in the same loss of points as in the violent game. Finally, in the abstract game participants removed the colored triangles that popped up in the woods by pinpointing them with a small cursor triangle before clicking the mouse button. Acoustic and visual signals added relevance to hits and misses. Dependent Variables Big ? ve. A German 40-item version of the International Personality Item Pool [IPIP40; Goldberg, 2001; Hartig et al. , 2003] provided a basic description of personality in terms of the ? ve-factor model: extraversion, neuroticism, conscientiousness, openness, and agreeableness [John and Srivastava, 1999]. Both the ? ve-factor structure of the IPIP40 as well as its construct validity have been demonstrated beforehand [Buchanan et al. , 2005]. We used the IPIP40 in order to control for pretest differences among the sub-samples. Internal consistencies of the scales were adequate, Cronbach’s a 5 . 74–. 90. Aggression questionnaire. We administered Buss and Perry’s [1992] 29-item aggression questionnaire [BPAQ; German version by Amelang and Bartussek, 2001] to control for pre-existing group differences and to investigate postexperimental changes of aggressiveness. The German version ? ts the well-validated four-factorial structure: physical aggression, verbal aggression, anger, and hostility [Herzberg, 2003; von Collani and Werner, 2005]. Reliability of the sub-scales, a 5 .62–. 78 (. 67–. 85), Aggr. Behav. Fig. 1. Screenshots of the violent, peaceful, and abstract game (printed in greyscale). 6 Bluemke et al. and the total scale, a 5 . 85 (. 87), proved adequate (post-test values in brackets). Implicit Association Tests. The computerbased IAT and its derivate, the ST-IAT [Karpinski and Steinman, 2006; Wigboldus et al. , 2004; unpublished], were administered as implicit measures of cognitive antecedents of impulsive aggression, known as the aggressive self-concept [Banse and Fischer, 2002]. In the IAT, the main dependent variable, response latencies, resulted from two sorting tasks that cross the two focal attribute concepts—aggressive and peaceful—with the two target categories, self and other. After 20 practice trials for attributes and targets each, 40 stimuli of both targets and attributes had to be categorized (see Table I; Block 4–7): In one block self1peaceful (and other1aggressive) were mapped to identical response keys, in the other block the category– response-key assignment reversed, self1aggressive (and other1peaceful). Stimuli were randomly drawn from one of the four categories. Both blocks were administered in counterbalanced order across the sample to control for block order effects. The difference between the mean response latencies of the two critical blocks (i. e. , IAT effect), served as an index of the association of the self to the aggressive vs. peaceful pole of the dimension. Typically faster responses for the self1peaceful than for the self1 aggressive block result. Hence, when taking individual block differences of zero milliseconds as a reference point, positive IAT scores indicate a peaceful self-concept and negative IAT scores indicate an aggressive self-concept. Previous studies showed that IATs predicted the amount of violent game playing [Uhlmann and Swanson, 2004], accounted for unique variance in the aggression of ice hockey players as indicated by penalty time-outs [Banse and Fischer, 2002], and detected the impact of a social competence intervention [Gollwitzer et al. , 2007]. Because of the criticism pertaining to the relative nature of the IAT [Blanton et al. , 2006; Fiedler et al. , 2006; Karpinski, 2004], we additionally applied an aggressiveness-ST-IAT that omitted the contrast category other, as it is unclear what exactly testtakers associate to an unspeci?ed IAT category, such as other. The measurement of latencies, the block structure, and the stimuli of the two critical blocks remained the same as in the IAT, yielding one compatible block with self1peaceful on the one key and aggressive separately on the other key, and one incompatible block with self1aggressive (peaceful separate). The simpler task structure usually decreases latencies, but, crucial for the calculation of block difference scores, across both blocks there is Aggr. Behav. always one uncoupled category. For nonrelative target objects, such as the self-concept, an ST-IAT may contain less nuisance variance than an IAT. In our own pilot study, a self-concept ST-IAT re? ected past violent video game exposure better than an attitude-toward-aggression-IAT, probably as a result of range restriction of the true-score variance of participants’ evaluative associations in the latter measure [Bluemke and Zumbach, 2007]. Successful ST-IAT applications have shown that the ST-IAT can do almost as good in psychometric terms as the IAT. Nevertheless, research on this tool is still warranted as the evidence for the usefulness of an aggressiveness-ST-IAT is scarce. We reduced the in?uence of the asymmetric nature of the task by drawing 10 self-related stimuli, 11 stimuli of the coupled category, and 14 stimuli of the unpaired category, resulting in 35 stimuli per critical block and an almost equal number of left-hand and righthand responses [40 vs. 60%; see Table I, Block 1–3; cf. Bluemke and Friese, 2008; Friese et al. , 2007]. 3 The ST-IAT always preceded the IAT so as not to prime the category other before taking the ST-IAT. Irrespective of whether participants encountered the compatible or the incompatible block ? rst, they received the same order of blocks for the post-test. Latencies were treated according to the D5-algorithm regarding the treatment of missing data and error penalties [Greenwald et al. , 2003], resulting in metrics equivalent to z-standardized scores or d-scores. Thus, ST-IAT and IAT effects are expressed in units of an individual’s standard deviation pooled across both (task-speci? c) critical blocks. Individual differences were assessed with boundary reliability, a 5 . 68 (. 64) and . 64 (. 73). Again, to summarize, positive IAT or ST-IAT scores indicate a peaceful self-concept and negative IAT or ST-IAT scores indicate an aggressive self-concept. Physiological arousal parameters. As we wanted to preclude any arousal differences between groups, we assessed heart rate (HR) and skin conductance (SC) as parameters of emotion-related physiological arousal by using the Biopac student lab PRO 3. 6. 7. [e. g. , Carnagey et al. , 2007; Clements and Turpin, 1995; Malmstrom et al. , 1965]. The measurement procedure was divided into six sections. Data were continuously gathered, and aggregates of 30-second intervals were analyzed for each of the following phases: a baseline immediately after 3 The disproportionate number of categories in the ST-IAT prevents that both the number of left and right key-strokes and the number of peaceful and aggressive stimuli in the two critical blocks can be balanced. We chose a solution between both extremes. TABLE I. Structure of ST-IAT and IAT Including (ST-)IAT Items (Translated From German) Block 2 Initial combined task (here: compatible) Others Self Me You Mine Yours I Self They Their Them My Others Self Me You Mine Yours I Self They Their Them My Target-concept discrimination Initial combined task (here: compatible) Reversed target discrimination Block 3 Block 4 Block 5 Block 6 Block 7. Sequence Block 1 Task Attribute discrimination Task instructions Stimuli Aggressive Peaceful Compromise Fight Agree Blow Reconciliation Give in Hurt Revenge Hit Make peace Number of trials 10 aggressive 10 peaceful Aggressive Peaceful1Self Me Fight Agree Mine Blow Self Reconciliation Give in Hurt I Revenge Hit Make peace My Compromise 14 aggressive 11 peaceful 10 self-related 10 self-related 10 other-related 10 10 10 10 Reversed combined task (here: incompatible) Aggressive1Self Peaceful Me Fight Agree Mine Blow Self Reconciliation Give in Hurt I Revenge Hit Make peace My Compromise 11 aggressive 14 peaceful 10 self-related Aggressive1Others Peaceful1Self Me Fight Agree Mine Blow Self Reconciliation Give in Hurt I Revenge Hit Make peace My Compromise 10 aggressive 10 peaceful 10 self-related 10 other-related self-related other-related self-related other-related Reversed combined task (here: incompatible) Aggressive1Self Peaceful1Others Me Fight Agree Mine Blow Self Reconciliation Give in Hurt I Revenge Hit Make peace My Compromise 10 aggressive 10 peaceful The In? uence of Computer Games 7 Note: Within the task instructions, spatial position of the categories indicates the left or right response key. Target and attribute stimuli alternated in critical IAT blocks (here: depiction of an arbitrary sequence of stimuli). Aggr. Behav. 8 Bluemke et al. attaching the electrode (Pre-1), a pre-treatment baseline (Pre-2), a treatment phase subdivided into one early, one mid-term, and one ? nal interval (T1–T3), and a post-treatment phase before the detachment of the electrode (Post). Procedure After entry in the lab, we obtained written informed consent that participants might randomly end up in a violent game condition and stressed that they could opt out at any point in time without giving any reasons. None of the participants used this option, neither in response to the initial information, nor during the course of the experiment. At ? rst, participants reported on socio-demographic variables, and then took a personality questionnaire related to the ? ve-factor model, before they encountered baseline measures of an aggression-speci? c questionnaire, an ST-IAT, and ? nally an IAT. Next, the experimenter attached the devices for measuring HR and SC at the index ? nger of the left hand. Following a short introduction to the randomly chosen game condition, participants played, or read, for a period of only 5 min. Arousal measurement continued until a re-test of the aggressiveness questionnaire was completed, but the devices were detached before we administered the implicit measures a second time. Subsequent to questions on computer usage [derived ? from Krahe and Moller, 2004], the session ended by ? careful debrie? ng of participants. In sum, all phases lasted about 30 min altogether. Z2 5 . 04. Scores of BPAQ subscales likewise did not change (all F-valuesr1. 21). Arousal All groups displayed a typical pattern of initial excitement and habituation (Fig. 2). As expected, when testing the equivalence of games in terms of physiological arousal, according to a 4 (experimental condition) A 6 (time: Pre-1, Pre-2, T1, T2, T3, and Post) analysis of variance (ANOVA) with repeated measurement on the latter factor, no group differences on HR emerged, Fo1 (Z2r. 01). Importantly, there was no interaction between time trends and experimental treatment, Fo1 (Z2r. 03). Running the same analyses on SC as a more sensitive measure of arousal also showed no reliable differences between groups, Fo1 (Z2r. 03), and time trends were not moderated by experimental condition, Fso1 (Z2r. 02). As could be expected, the violent game showed a slight numerical increase in SC (from Pre-2 to T1). We therefore examined each of the six measurement occasions separately. Only at the beginning of the play (T1) did signi? cant variation exist, F(3, 84) 5 5. 04, P 5 . 003, Z2 5 . 15. Post hoc tests according to Tukey (HSD) revealed that the violent game resulted in somewhat higher excitement compared with the abstract game and the reading task (Psr. 01). Importantly, violent and peaceful games did not differ signi? cantly, P 5 . 14. Only 1 min later, the initial startle-like reaction had vanished (Fo1 at T2). Implicit Measures The impact of games was analyzed by a onefactorial ANOVA on change scores between IAT pre- and post-test (Table II). Replicating the ? ndings by Uhlmann and Swanson [2004], type of game signi? cantly in? uenced implicit aggressiveness, F(3, 85) 5 2. 93, P 5 . 04, Z2 5 . 09. 4 Introducing participant sex as a control factor resulted in an interaction between sex and game content, F(3, 81) 5 3. 33, P 5 . 02, Z2 5 . 11. Whereas change scores did not differ as a function of sex, Fo1, the impact of game content became clearer at the same time, F(3, 81) 5 4. 00, P 5 . 01, Z2 5 . 13. The pattern of IAT change scores and the signi? cance of the contrasts between games within sex indicated that the sex by game interaction was particularly driven Introducing Order of Block Compatibility did not change conclusions on the game factor, F(3, 81) 5 2. 92, P 5 . 04, Z2 5 . 10, other Fso1. Also using BPAQ pretreatment scores as covariates in ANCOVA models did not alter the conclusions, though some of the covariates tended to explain small portions of IAT variability, PsZ. 08, Z2sr. 04. 4 RESULTS Explicit measures To preclude any pre-existing group differences, we examined the Big Five personality scores before treatment. According to a multivariate analysis of variance on the IPIP40 scales, participants were comparable F(15, 249)o1, Z2 5 . 04, regardless of the speci? c Big Five scale, Fsr1. 26, PsZ. 30, Z2sr. 04. We also checked whether the random assignment to experimental conditions worked by analyzing trait aggressiveness. As expected, neither before, Fo1 (Z2 5 . 03), nor after the treatment, F(3, 85) 5 1. 36, P 5 . 26, Z2 5 . 05, did substantial group differences in self-reported aggressiveness on the BPAQ total scale exist. Replicating Uhlmann and Swanson’s [2004] ? ndings, trait questionnaires did not respond to video play, according.

The marketing plan on levemir

The marketing plan on levemir The marketing plan on levemir 1.0 Executive Summary The marketing plan on Levemir for the Indian market presents the approach to increase market share of Levemir in basal analogue to 50% and in the basal insulin categories to 30% by 2012. We think that this target is achievable because of improving economy, market growth and our competitive advantage. In doing so we would retard the growth of Lantus and upgrade our existing patients on Insulatard (basal human insulin) to Levemir and would position Levemir the preferred basal insulin of choice for both type 1 and type 2 diabetes. 2.0 Corporate Vision We will be the worlds leading diabetes care company. We will offer products and services in other areas where we can make a difference. We will achieve competitive business results A job here is never just a job Our values are expressed in all our actions Our history tells us, it can be done There was no mission statement but Novo Nordisk (NN) had the vision statement as mentioned above. Ideally a mission statement should cover the firms priorities in terms of customer focus, value provided, market scope, guiding values and core competencies. The vision statement of NN is fair enough to clarify all these aspects, may be they could have added or modified more about their core competencies. 3.0 Current Marketing Situation Information about Indian Pharmaceutical, Diabetes Care and Insulin market is described in the appendix p 24. 3.1 The Basal Insulin Insulin Analogue Market The insulin analogue market is growing at 27%, predominantly contributed by the multinational pharmaceutical firms including NN, Eli Lilly and Sanofi-Aventis (fig 1). NN is leading the insulin analogue market with 54% market share followed by Eli Lilly and Sanofi-Aventis (fig 2). Figure 1: Insulin Analogue Market Growth Figure 2: Insulin Analogue Market Share Basal Insulin market can be categorised as animal, human and analogues and it offers a total market of Rs.58 crores and growing at 57%. In terms of volumes the total basal market is 810.4 million units (MU) and NN is the market leader in this segment with 46% market share. However, this share is largely because of high contributions coming from human basal. In the category of basal analogue, Sanofi-Aventis is a clear leader with ~77% market share and NN with 23% market share (fig 3). The key market insights from the basal analogue segment are as follows: The total basal analogue is worth Rs. 58 crores Lantus (insulin glargine): Rs. 45 crores Levemir (insulin detemir): Rs. 13 crores Lantus has ~77% market share and Levemir has 23% market share. Figure 3: Basal Insulin Analogue Value Market Share 3.2 Internal Sales Trend Total sales in 2007 and 2008 were Rs. 309 crs (23.6% growth) and Rs. 363 crs (17.5% growth) respectively. With respect to Levemir, sales were Rs. 8.88 crs (94% growth) and Rs. 16 crs (81%) in 2007 and 2008 respectively. The sale of Levemir until YTD November 2009 is 28 crores. The planned growth for Levemir next year (2010) would be 70%. Introduction of Levemir PenFill will further strengthen Levemirs stand against Lantus. 3.3 External Environment India is a growing economy with a stable government and Indian Pharmaceutical Market is also growing rapidly at 15%. Moreover, India has the highest number of diabetes population (51 million) in the world and is growing with westernization. Hence, its a dream of every Pharmaceutical company with diabetes products to be present in India. High market attractiveness and no barriers to entry so number of players in diabetes and insulin are growing. NN is focussed in shifting the patients to insulin analogues from human insulins as the analogue market has barriers to entry due to patents in place, less competition, no price war and has high profit margin. It is discussed in detail in the appendix p 27. 3.4 Market Size (Patient Population) India has the worlds largest population of people with diabetes, with an estimated 51 million people suffering from the disease. According to the International Diabetes Federation (IDF), India is expected to have 87 million people ailing from diabetes by 2030. India is considered as the diabetes capital of the world with a patient population of more than 50 million. Diabetes strikes the Indian population a decade earlier than the west. The reasons for the pandemic are attributed to genetic predisposition, changing lifestyle and urbanization. Treatment data (Table 1) suggests that out of 51 million, only 13 million people are diagnosed with diabetes but only: 7 million people are on medication Only 1.7 million are on insulin alone or in combination with OADs 3.5 Competitor Mapping Analysis The main competitors for NN India are: Eli Lily Sanofi-Aventis Wockhardt Biocon USV 3.6 Novo Nordisk SWOT Analysis (Internal Audit) Table 4: NN in the insulin market Strengths Diabetes is the core focus since 1920s esp. Insulin therapy Strong RD Well established in Indian market Developed the insulin market in india Continuous innovations Strong partnership with the Key Opinion Leaders in diabetes Large sales force > 500 dedicated for insulin products Weaknesses Lantus was the first basal analogue to launch in India, Levemir is not able to grow faster Higher attrition rate in the sales force Products are costly Opportunities India is the diabetes capital of the world with 51 million diabetic population Huge market for growth Develop the analogue market Threats Entry of local players Lantus patent expired launch of biosimilars, price cutting New therapeutic product launch such as GLP-1 analogues, DPP-IV inhibitors 3.7 Growth Strategy As per the Ansoffs matrix, NN is developing a new market for analogues. Hence, it is in the market development phase. As the human insulin market is crowded by generic players and more local players are entering due to market attractiveness and no barriers to entry, NN is focussing on creating and developing a new insulin analogue market so that the patients can be shifted to insulin analogues. The model is depicted pictorially in the appendix p34. 3.8 Portfolio Analysis Among the various diabetes care products, the insulin analogues including NovoMix, Levemir and NovoRapid are growing very fast and star as per the matrix. The human insulins (Mixtard, Actrapid Insulatard) are cash cows. The only OAD of NN is in the Dog stage and this maybe due to that we are not focusing in this product as we want to grow the insulin analogue market. As per NN strategy, we want to develop the analogue market, hence heavy investment and more noise level would be the key to our success. 4.0 Marketing Objectives Levemir the preferred basal insulin of choice for the treatment of both type 1 2 diabetes. Acceptance of Levemir as once-daily insulin by the doctors. To increase the value market share of Levemir in basal analogue category to 50% in next 3 years. To achieve a value market share of 30% in the basal human insulin category by 2012. To make Levemir a 30 crores brand by 2012. To launch Levemir Penfills by March 2010. To counter the growth of Lantus. To upgrade 50% of the patients on Insulatard (human insulin) to Levemir by 2012 To increase NovoRapid sales by copromotion with Levemir. 5.0 Marketing Strategy The complete range of insulin analogues, along with various delivery devices, in the Indian diabetes care market will be available only from NN. With NovoMix we will drive the analogue category in India which is predominantly a premix market (~80%). Levemir will be a part of this intensive offering, to shake up the market share occupied by Lantus. Being the only company with a full analogue portfolio, gives us the ability to initiate people with diabetes on a full analogue basal oral regimen. Levemir would be placed in the minds of the customers as the basal insulin of choice for intensive treatment for type 1 and type 2 diabetes. In both type 1 and type 2 patients, Levemir will be a once daily dose available in FlexPen. 5.1 Segmentation Prescribing doctors were divided into different categories on the basis of their prescription behaviour, qualification and influence on other peers, society or key decision maker in large institutions of repute (table 6). Prescription pattern was found out by market research (external agency) and internal data obtained from the sales team. The number of sales call, expenditure on the Dr for research purpose, international sponsorships, exposure to international forums and advisory board membership would vary for each category of physician. Levemir prescription would be generated primarily from the A and B class doctor. Hence, segmentation will help the sales force to focus better on the key customers and less cannibalisation into premix analogue segment. 5.2 Targeting Patients: Levemir will be targeted at the following categories of patients: Type 1 Diabetes: For intensive control Type 2 Diabetes: For patients on basal-oral therapy The main patient benefit will be improved control and safety coupled with no undesirable weight gain compared to Insulatard and Lantus. These benefits will be offered together with a far superior delivery device the FlexPen. Majority of the patients will come from basal-bolus to Levemir. As can be seen from the figure 5, 40% of the patients will come from basal-bolus therapy followed by basal only (20%). It will be important to focus on these two segments to ensure rapid market penetration. Prescribers: Levemir will be targeted at the following categories of doctors and prescribers (table 7): The target doctors for Levemir will be Diabetologists, Endocrinologists, Cardiologists and Physicians particularly Lantus prescribers. Key customers are described in detail in appendix p32. 5.3 Positioning The product proposition or the key to owning the positioning in the doctors mind is based on better glycaemic control and positive differentiation of Levemir over both Insulatard and Lantus. The positioning line for Levemir in India will be as follows: Add Levemir once-daily, reduce weight gain Weight neutrality assists the physician to achieve optimal control with fewer hypoglycaemic episodes and no undesirable weight gain. Levemir once-daily with OADs has to be ingrained in the doctors mind. Key messages: The key messages will aim to reinforce good glycaemic control and weight neutrality would be the key differentiator from Lantus: Weight neutral property Good glycaemic control with once-daily dosing with OADs. Controlling Diabesity leads to better quality of life and safety Levemir together with NovoRapid and NovoMix 30 are the only insulin analogues available in the advanced delivery system the FlexPen. Ultimate Control Key Messages are described in detail in the appendix p 35. 5.4 Critical Success Factors To block the growth of Lantus that has now been in the market for over 5 years Manage neutralize the entry of newer players such as Apidra (Sanofi) and Glargine from Wockhardt and Biocon. Ability of NN field force to effectively create awareness and brand acceptability for Levemir among prescribers will be crucial in establishing Levemirs position in the market. The benefits of basal-oral in type 2 and basal-bolus therapy in type 1 patients will have to clearly emerge. This will help in reinforcing the benefits of Levemir and strengthening the brand among the doctor and patient communities. Acceptance of the price point by the prescriber and the purchaser/ patient is critical for Levemir to gain prescriptions as well as market shares. Clear targeting of Levemir to Class A B doctors. Successful launch of Levemir Penfills in March 2010. 6.0 Marketing Mix 6.1 Product Levemir is a solution for injection that contains the active substance insulin detemir. It is available in pre-filled pens (FlexPen). Levemir is used to treat adults, adolescents and children over the age of six years who have diabetes. The medicine can only be obtained with a prescription. Levemir is imported to India from the manufacturing plant in Copenhagen (Denmark). Levemir is an insulin analogue prescribed to patients with diabetes for meeting the basal insulin requirement. Other insulin analogues of NN are NovoRapid and NovoMix 30. All the insulin analogues including Levemir are patented product of NN. 6.1.1 Product Life Cycle Management Source: mbarreiro.wordpress.com/ Levemir was launched in May 2006 in the Indian market. Levemir was second to Lantus in basal insulin analogue category in India. Although Levemir is 3 years old in Indian market, still it has not grown as expected compared to the global market. As per the product life cycle graph, Levemir is in the initial part of growth phase, needs more attention and intensive promotion to reach the peak. Hence the focus will be on the single biggest benefit of Levemir i.e. Less undesired weight gain and Once-daily therapy with OADs in all our communications. This will ensure that Levemirs key differentiator of Weight Advantage is completely understood and appreciated by the prescriber base. The integration of Levemir with NovoRapid will be extremely important to establish Levemir as the key part of basal-bolus therapy. This will be achieved with joint promotion and communication activities with NovoRapid with the key objective being the importance of basal-bolus therapy in the proper treatment of diabetes. Strong brand showcasing in all reputed diabetes journals, conferences and meetings with leading Key Opinion Leaders endorsements will be the key to success of Levemir so that Levemir reaches the peak of growth phase. 6.2 Price Pricing in India has to be extremely competitive as it is a very price sensitive market. Pricing here follows certain regulatory procedures. Since insulin falls under the price controlled drugs and pharmaceutical products category there is a maximum selling price which needs to be approved from the pricing authority NPPA (National Pharmaceutical Pricing Authority). They would evaluate the recommendation on the following parameters: Affordability for the masses and criticality of making this product available to all if Life saving (Insulin comes under this category). Manufacturing cost the pharmaceutical company claims to incur Competitive pricing Post this NPPA gives clear approval based on which a license to market is procured. The following price was approved by NPPA after our recommendation. Product Type MRP (Rs) Levemir FlexPen 988 NN is a market leader in diabetes market globally including India and is known for its strong research and development activities. Levemir is an innovative patented product; the pricing is based on the value perceived by the customers (doctors). The pricing decision has also been done taking into account on the price of the competitor that existed during launch, Lantus Optiset Pen (MRP = Rs 801). 6.3 Promotion NN would adopt both Push strategy and Pull strategy as promotional tools. The Push strategy would be through promotional activities target at the prescribers (doctors), whereas the Pull strategy would be through increasing awareness of the end consumer (diabetic patients) about good glycaemic control, less undesired weight gain, less hypoglycaemia and easy to use insulin pens. Advertising Sales Promotion Public Relations Personal Selling Sampling The promotional tools are described in detail in the appendix p35. 6.4 Place Distribution channel structure: Levemir will be distributed via wholesalers through our channel partner M/S. Abbott India Limited. There will be no change in the distribution channel for Levemir. We will focus on Metros and larger cities to gain market volumes. Levemir will be made available in select retail outlets. The pharmaceutical distribution channel in India is described pictorially in figure 7. Figure 7: The Pharmaceutical Distribution Channel in India Note Figures in %age indicate %age of medicines supplied to the entity Acknowledgement: I am grateful to Mr Devdutt Dash, Senior Product Manager Levemir, Novo Nordisk India for providing the market data on Indian Pharmaceutical Industry, Diabetes Care, Insulin Insulin analogues and internal sales data of NN, Levemir and Lantus. 7.0 References and Bibliography 1. Kotler, P, Armstrong, G, Wong, V Saunders, J. ed. 2008. Principles of Marketing. Pearson Education Ltd: Prentice Hall. 2. mbarreiro.wordpress.com/ 3. Roger, J. B. 2nd ed. 2000. Market-Based Management: Strategies for Growing Customer Value and Profitability, (Upper Saddle River, NJ: Prentice Hall), p.127. 4. tutor2u.net/business/strategy/ansoff_matrix.htm 5. Wood, M.B. ed. 2007. Essential guide to marketing planning. Pearson Education Ltd: Prentice Hall. 6. www.financialexpress.com//indias-gdp200910/435703/ 7. www.IDF.org 8. www.novonordisk.com

Mathematics Teaching In Early Years Settings Education Essay

Mathematics Teaching In Early Years Settings Education Essay Learning is a fundamental process, and one believed to be life long. Subsequently, education allows for learning to be progressed through the acquisition of knowledge and development of reasoning and judgment. Providing children with the necessary attributes to both read and communicate fluently, as well as count and calculate confidently are of significant importance, hence, to review progression, the Government insist on the analysis of frameworks. In July 2007, the Secretary of State asked Sir Peter Williams to review the teaching of Mathematics within Early Years and Primary schools. Through extensive research, Williams (2008) made ten final recommendations about how to improve the teaching of mathematics, addressing its distinctive requirements. Williams (2008) expressed that, The high standards achieved in mathematics in recent years can be maintained and improved further only by addressing the unique needs of this subject, a discipline which is not always embraced with enthusiasm and confidence. (ibid 2008 p.1) The recommendations highlighted that the improvement for the quality of mathematical teaching should not solely rely upon teachers and practitioners. Parents and families are of significant importance, particularly where an intervention programme is required. In addition, Head Teachers and members of Senior Management play an active role in ensuring that every child receives the best mathematical education. The accomplishment of this is very much dependent upon children having an unassailable start to their educational journey; hence, Williams (2008) proposed three specific recommendations for early years. Recommendation six highlighted that there should be a continuing increase in the proportion of graduate practitioners in early years settings: The review agrees that the presence of someone with Qualified Teacher Status, with early years specialism, working with children wherever possible is vital. (Williams 2008 p.38) This recommendation could signify considerable changes for early years education, encouragingly echoing a key aim outlined within The Childrens Plan; Building brighter futures (2007), that there shall be a graduate early years professional in every full day care setting in England by 2015. Furthermore, practitioners would require a firm understanding of mathematical pedagogy, expressing distinctive features that would support high quality learning. Children require an array of opportunities to learn in an environment that is stimulatingly rich and appropriate to their development, achieved through positive enthusiasm and direct teaching of mathematical skills and knowledge. There is significant value for the understanding of how the range of childrens educational experiences, during their first five years, can have profound implications on their mathematical learning. Consequently, Williams (2008) expressed there was a broad consensus on the importance for the need of uniformly good early years environments providing quality teaching. Central to that are the teachers and practitioners creating enabling environments and positive relationships, adopting effective pedagogy throughout all aspects of learning. Williams (2008) explored how childrens experiences with mathematics should be built upon play and spontaneous learning, fostering their natural interest in numeracy and problem solving. Achieving this requires the understandin g of how the use of childrens own graphical explorations, though mark making, is highly significant and of great value to practitioners. Williams (2008) however discovered that support for mathematical mark making was very rare, needing specific focus, as allowing children to develop their ability to extend and organise their thinking was defined as highly important. Williams (2008) commissioned recommendation four to highlight the significance of early years practitioners having specific mathematical mark making materials to support their professional development. Previous research into childrens mathematical graphics lays further emphasis on the value of these materials as Worthington (2008) expressed: The emphasis with childrens mathematical graphics is very much on children making sense of the written language of mathematics and effective pedagogy to support their thinking. (Ibid 2008) Worthington (2008) highlighted the importance of understanding how mathematical mark making could have dramatic effects on childrens learning, as allowing children to adopt their own form of mark making to symbols, will in future years, encourage them to combine their representations with that of standard mathematical symbols. As children progress through the primary curriculum, it is clear how there is a logical pattern to teaching and learning. Williams (2008) stressed the significance of children receiving excellent teaching and a high quality curriculum: each relying on the other for successful learning. Furthermore, within the mathematic curriculum, Williams (2008) believed there to be a well-structured programme that took into account how to develop most childrens learning. From this, Williams (2008) proposed, under recommendation nine, that the primary national curriculum for Mathematics should continue as currently prescribed, subject to any changes proposed by Sir Jim Rose. On the other hand, however, Williams (2008) identified how the transition from Early Years to Key Stage one can lead to discontinuity in learning through attempts to match early learning goals to the National Curriculum. A preceding review to Williams (2008) report expressed the importance of smooth transitions, conveying furth er certainty of its significance. The Childrens Plan: Building brighter futures (2007) expressed, Smoothing these transitions will benefit all children and allow each child to progress at a speed that best suits their needs while they are adjusting to their new environments. (ibid 2007 p.63) The effects of this transition on childrens mathematical learning may generate significant problems, leading to a loss in interest, omitting the opportunity to develop good attitudes towards the subject. Ensuring that a positive approach towards mathematics is a predominant feature, Williams (2008) outlined his key recommendation; a mathematical specialist in ever school. Engaging with a deep mathematical knowledge, the specialist would be central to effective teaching and learning, aiding quality instruction and intervention. The specialist would encompass attributes and characteristics that could advance mathematical learning, developing enthusiasm across the school. Continuing Professional Development (CPD) would incorporate a specifically designed programme, facilitating critical reflection on how to implement learning practices, and how to interrelate all strands of the mathematical curriculum. Williams (2008) also expressed how such programmes of studies could build upon complimentary Government aspirations, leading to the introduction of teaching becoming a Masters level profession. Through greater access to valuable recent research into mathematics, the specialist would offe r head teachers an array of opportunities to circulate effective practices and models of learning. Consequently, the mathematical specialist would become an invaluable constituent to primary schools; however, Williams (2008) needed to address the necessary training and professional development concerns. Williams (2008) proposed that mathematical specialists would receive an additional five days for Continuing Professional Development; however, the logistics could raise considerable barriers, and therefore still require further analysis. Effective learning through curriculum and pedagogy are central to both classroom practice and teachers knowledge and beliefs. Predominantly, pedagogy should be learner centred; embracing models of learning that encompass a collection of technique and effective assessment. Implementing this is very much dependent upon the teacher and through Williams (2008) recommendation, in future years includes the mathematical specialist. Assessment for Learning (AFL) is a tool used within schools to establish the progress of all children, aiming to improve individual attainment levels. Allowing children time to question, as well as answer and try out their own strategies, ensure that assessment becomes a collaborative procedure, offering teachers an array of opportunities to develop childrens learning. From reviewing evidence of mathematical achievement, Williams (2008) concluded that it appeared there was no single cause for under attainment, consequently leading to no single answer. One solutio n adopted by the Government is intervention programmes, aimed at children who are failing to achieve the basics. Intervention occurs across the curriculum, through, as the National Strategy describes, the three waves model. Wave one outlines the necessity for quality, inclusive teaching, targeted at all pupils needs. Wave two furthers this with group intervention, designed to accelerate the learning for particular groups of children expected to draw level with their peers. The individualised programme of intervention occurs during wave three, when teaching becomes specifically targeted and personalised. According to Williams (2008), the importance of intervention to the subject of mathematics, is paramount. There is a growing body of international evidence showing that a carefully considered response to these problems of under attainment in mathematics can restore young learners to a successful pathway for future study in the subject. (Williams 2008 p.45) Throughout his review, Williams (2008) put forward a strong recommendation for early intervention and under recommendation eight, outlined that children with serious difficulties should receive daily intensive one to one teaching from a qualified teacher. Previous research into early intervention can lay further significance on Williams (2008) recommendation. Dowker (2004) set out general principles outlining that intervention should ideally take place during the early stages of a childs education, aiming to reduce the risk of negative attitudes. Subsequently, Williams (2008) review sincerely welcomed the new initiative Every Child Counts (2008), a coalition partnership, between the Government and the charity Every Child a Chance, aiming to engage in the search for solutions for mathematical under attainment. The Every Child Counts (2008) programme is aimed at the lowest attaining Year two children, imposed at this stage, as it is believed to have maximum impact at a timely and prac tical period of a childs learning. In January 2009, Ofsted released the publication, An evaluation of National Strategy intervention programmes, incorporating a small-scale survey concluding on the impact of intervention. Ofsted explained that: Intervention is most successful when confident leaders and well organised teachers select from the National Strategy programmes and develop a curriculum that meets the needs of pupils and the circumstances of the school. (Ofsted 2009 p.18) Building upon this, Williams (2008) outlined that intervention should be led by a qualified teacher, generally involving one child, and incorporate the appropriate use of multi sensory resources and diagnostic assessment. Achieving this lays further emphasis on the importance of having well-trained teachers, with support from mathematics specialists. Leading an intervention programme would require significant support from head teachers and senior management, but additional to this the child must be committed, supported comprehensively by parents. Although this encouragement and assistance should occur for all children during their educational journey, it has been made evident how parents can further aid a child with mathematical difficulties. Williams (2008) identified that parents often miss the opportunity to help their child, as they are not aware of current mathematical teaching methods. Addressing this, teachers and practitioners should encourage parents, bringing them up to date on how they can support. Furthermore, Williams (2008) expressed the imperative need for teachers to recognise the wealth of mathematical knowledge a child learns outside of school, therefore, aim to encourage parents to use this out of school knowledge to participate in mathematical activities together. Williams (2008) review of mathematics could implicate significant changes within the structure of primary education and training of new and established teachers. Having an extensive knowledge of how effective interaction and instructive teaching can extend childrens thinking, with particular attention to their use of accurate mathematical language, lays further importance of having highly qualified and skilled teachers. Furthermore, Continuing Professional Development, with predominant reference to mathematics, is essential; with Head Teachers ensuring teachers have many opportunities to progress. With regard to intervention programmes, it is clear how essential training may need implementing, with specific focus on Initial Teacher Training and Continuing Professional Development programmes. As intervention is more widely adopted across primary education, it may become apparent for the review of Initial Teacher Training courses, ensuring that all trainees experience an intervention p rogramme. With regard to my personal teacher training, the Williams (2008) review made it evident how securing curriculum knowledge and effective pedagogy is paramount in aiding children to achieve their potential. Building upon the standards outlined by the Training and Development Agency (2009) it is apparent how knowing and understanding relevant national strategy frameworks can aid with the execution of inclusive teaching, overcoming barriers to learning and assessment. Furthermore, with the proposed national roll out of the Every Child Counts (2008) scheme in 2010 2011, the Williams (2008) report would become of significant value to my teacher training and future career, providing substantial information about the importance of effective mathematical teaching, encompassed with a positive and enthusiastic approach.

Bouncers Contextualising the Play Essay examples -- English Literature

Bouncers Contextualising the Play John Godber was born the son of a miner in Upton, West Yorkshire in 1956. He became a very successful playwright with popular plays such as ‘On the Piste’ and ‘Up n’ Under’ and TV shows like Grange Hill and Brookside. He is known most for his comedy but he has shown in a number of his productions that he includes seriousness alongside comedy for optimum effect. His plays are performed all over the world and have won many awards including five at the Edinburgh fringe festival. However, for some, Bouncer’s is regarded as Godber’s finest work. The inspiration of which came from a club called Kiko’s in Pontefract- it had the added bonus of having fake palm trees on the dance floor! As a political play, we see Bouncers as being quite prominent in that it was published whilst the famed ‘drinking culture’ of Britain was being hyped up to an unprecedented level. Obviously, like nowadays, the government wanted to stamp out what was a big problem. Godber’s comedy in the play exposes a much more profound subject whilst also showing the stereotypical nature of what the youth of the day did. In the lads, the girls and the bouncers Godber tries to convey that these characters are typical of Britain. He shows the funny side of the way in which young people act whilst also unearthing a more sinister subject in suggesting that drink is changing the nation. We see it in all of the characters. For example, the lads were talking amongst themselves very nicely before they go, however, once they leave, a fight breaks out in the club when they have had a little too much to drink. This is typical of the time and many people were actually getting killed because of serious over drinking or get... ...etting drunk regularly in the public eye. Whilst we see people like these have an effect on teens today, in Godber’s time he would have seen the beginning of the problems snowball throughout his life. You can only address the problem like Godber has done and bring it further into the limelight; you can’t stop it with one play. For me, the play is probably even more prominent today than for any other generation beforehand. The problem has really come to a cross roads at which we need to deal with it properly. As Godber shows in the play, it is not really the fact that they get so drunk and out of control, it is the fact that they go out there for the soul reason to get really drunk. He shows us that in order to get rid of the problem, you need to firstly address the way in which people think of alcohol before seeing the next generations outlook’s change.

Pride and Prejudice by Jane Austen Essay -- Jane Austen Pride Prejudic

Pride and Prejudice by Jane Austen In this coursework I will be writing about the different marriage proposal that Elizabeth is offered by two completely different people. From the novel Pride and Prejudice by Jane Austen. The three main people I will be looking at are Mr Collins, Mr Darcy and Elizabeth Bennet. Elizabeth gets a proposal from both Mr Collins and Mr Darcy but the response she will be giving is not quite either men were expecting. I will also have further explanations on how Jane Austen’s use of language is in the proposals. Mr Collins first set eyes on Jane the daughter of Mr and Mrs Bennet to be his lawful wedded wife, but he soon finds out that she is going to be engaged to Mr Bingley. Mr. Collin's attention then changed from Jane to Elizabeth. He found her equal in, 'birth and beauty.' Mr. Collins wanted to settle the argument between his father and Mr. Bennet; he hoped to do this by marrying one of Mrs. Bennet's daughters. Lady Catherine de Bourgh had influenced Mr. Collins into marriage. She told him, 'Mr. Collins, you must marry. A clergyman like you must marry. Choose properly, choose a gentlewomen for my sake; and for your own, let her be an active, useful sort of person, not brought up high, but able to make a small income go a good way.' Mr. Collins thought Lizzy fitted Lady Catherine de Boughs advice, and he thought a marriage would add very greatly to his happiness. Mr. Collins proposed to Lizzy, he was calm and collected. He spoke arrogantly, and what he said seemed well planned and rehearsed. He informed her of all the reasons for marrying her, but not one of them included or implied that he wished to marry her for love. This reason was the most important to Lizzy and ... ...ch other by looks Lydia goes for Wickham because he’s in a soldiers suite, and Wickham for Lydia because she’s a young lady. They ran away and done something which is not expected from people of such high class. It did happen at the time but mainly by working class people, it was not often for it to be seen by people like Lydia and Wickham. This brought shame upon the Bennet family and now Lydia and Wickham has to get married, Lydia being a young and impractical girl does not know what is going on, but Mr. Wickham now regrets getting married to Lydia seeing as how dim-witted she is, likewise Mr. Bennet and Mrs. Bennet. Mr. Bennet is now stuck with her and spends most his time in the library away from Mrs. Bennet and her annoying yelling and screaming. Also Elizabeth and Jane getting a marriage proposal from people like Bingley and Darcy was very unlikely.

Xacc 280 Final

Financial Analysis Coca-Cola and PepsiCo XACC/280 Financial Analysis An official financial analysis for a specific company needs two years of financial data from the company and from a competitor in the same industry. This financial analysis is between PepsiCo, Inc. and Coca-Cola. Pepsi and Coca-Cola dominate the beverage market worldwide. In addition to sodas, they also distribute a variety of water and energy drinks. Based on the analysis, the investor will be able to make a better investment choice. Liquidity, solvency, and profitability are the three characteristics that will be used to see a company’s success.A simple financial statement will not demonstrate the company’s power because it is a general idea of the company’s position and does not display business developments. The company’s business developments are vital for potential investors because they determine vertical and horizontal analysis. These characteristics are also used to define the ra tio analysis. Ratio analysis is dividing two numbers to get a number of percentages that can be used to compare companies in the same industry. Examining the entire company’s financial trends for a set period of time, an investor will see a factual description of the company’s financial condition.This is the financial analysis an investor desires to review prior to spending money. Liquidity measures a company’s ability to pay their debts when they are due. It is identified as a ratio or percentage of the current liabilities and calculated by dividing the current cash by the current liabilities. It is a fast way to understand if the company’s future is appealing to the investor. If the company is not turning a profit quick enough, it may be a sign of liquidity problems. This is the primary reason why an investor should compare two competitors while looking at the liquidity ratio.To define the current liquidity we use the formula: current ratio = current as sets divided by current liabilities. The most vital measure of this situation is that the right information is used from the balance sheet. PepsiCo, Inc. ’s Liquidity Ratio: 2005 Current Ration = $10,454 (current assets) divided by $9. 406 (liabilities)=1. 11% 2004 Current Ration = $8,639 (current assets) divided by $6,752 (liabilities) =1. 28% Coca-Cola Liquidity Ratio: 2005 Current Ratio= $10,250 (Current Assets) divided by $9,836(Current Liabilities) = 1. 4 % 2004 Current Ratio= $12,281 (Current Assets) divided by $11,133(Current Liabilities) = 1. 10% The evaluation of current assets compared to the current liabilities is solvency. Divide the current assets by current liabilities to determine the solvency. It will show the company’s long-term responsibilities. When the ratio is higher the company is more likely to meet their obligations and have growth in their industry by expenditures. The lower the ratio the company is less likely to meet their obligations. The st andard ratio for solvency is about 20% dependent upon the industry.The measure a company’s ability to generate assets versus expenses in an allotted period of time is profitability. If the ratio is higher or equal to their competitors’ preceding time period the company is in good standing. Periods of time are used to determine profitability and it is common to see the profitability increase and decrease all through the year. This is reason profitability is examined on a full fiscal year. The examination of the trends is horizontal analysis. An income statement, retained earnings statement and balance sheet are ways to implement the horizontal analysis.It will show the company’s financial data for a set period of time and a great instrument to know if the company is worth investing in. PepsiCo, Inc. ’s Horizontal Analysis: 2005 total current assets $10,454 divided by $8,639 total current assets 2005 = 21% 2004 total current liabilities $9,404 divided by $6 ,752 total current liabilities 2004 = 39%. PepsiCo, Inc. had an increase in total assets by making loans. Pepsi increased their debt over the previous years and this shows an unstable business. Coca-Colas Horizontal Analysis: 005 total current assets $10,250 / $12,281 = 83. 5% or a decrease from 2004 to 2005 2004 total current assets $9,836 / $11,133 = 88. 4% of an 11. 6% decrease. Coca-Cola had a decrease in their debt. This indicates that Coca-Cola has a more solid business plan during this time period. Coca-Cola is also in a better monetarily stable place to pay back their debt. Vertical Analysis or the common size analysis is calculated by dividing the Balance Sheet items by the company’s total assets. This number is then turned into a percentage for easier comparison.This percentage represents the growth within the company. Positive retained earnings and debt retention are shown through positive and negative percentages. PepsiCo, Inc. ’s Vertical Analysis: 2005 â €“ $1,716 (cash and cash equivalent) divided by $31,727 (total assets) =5. 4% 2004 – $1,280 (Cash and cash equivalent) divided by $27,987 (total assets) = 4. 6% The proper way to do vertical analysis for the PepsiCo. Inc. is to use the different line items from the balance sheet and divide each one by the company’s total assets. Both of these items are taken from the balance sheet.The total cash percentage and the cash equivalent percentages are related to the total assets. Coca-Cola Vertical Analysis: 2005 – $4,701(Cash, and Cash Equivalent) divided by $29,427(Total Assets) = 1. 6 % 2004 – 6,707(Cash and Cash Equivalent) divided by $31,441(Total Assets) = 2. 1 % Observing all the facts, it is clear to see that Coca-Cola has lower assets. Lowering their assets means that Coca-Cola used their assets to pay down or payoff their debt. This is a fact that most investors would strongly look at while determining where to invest.At this point Coca-Cola is ab le to spend more that will allow Coca-Cola to grow financially. After all of the factual numbers are observed, it is the time to decide which company is better to invest in. The only other elements that require examination is the personal choice and media influence. To look at which company has better advertising or taste is not the best way to decide but is a factor that is shared among un-educated investors. A financial investor would not encourage the investor to invest from his or her gut feelings.They would try to persuade the investor to use facts and figures as well as the reputation of the company. Although Coca-Cola posted stronger numbers in the Vertical Analysis, PepsiCo, Inc. posted stronger numbers in the Liquidity category. The Horizontal Analysis was also not the strongest showing for the PepsiCo, Inc. were lower even though they weren’t decreasing at the rate of Coca-Cola. This is harder to pick a better investment. Although Coca-Cola is decreasing their perce ntage of liabilities their total percentage of liabilities was higher.These facts and figures determine that Coca-Cola and PepsiCo. Inc, are both strong companies. They are also strong competitors. However, Coca-Cola seems to be handling their monies and financial investments in a more effective way. It seems that Coca-Cola is a stouter and more sensible investment. References: Principal of Financial Accounting 6th Edition. Weygandt,Kiesco, Kimmel www. pepsico. com/index. html#/flash/pepsico_slide. swf PepsiCo. com The Coca Cola Company. www. thecoca-colacompany. com/

Angela’s Ashes: a Memoir

Lankford 1 Michelle Lankford Angela’s Ashes: A Memoir 10/06/2012 Antagonists in Angela’s Ashes Philomena Flynn was Angela’s cousin. Philomena was one of the people who pressured Malachy McCourt Sr. to marry Angela Sheehan after their mishap when Angela first came to the United States resulting in a pregnancy out of wedlock. Instead of Philomena helping her cousin she tracked down Malachy to make the pregnancy Malachy’s problem. Philomena tracked down Malachy McCourt at a bar. Philomena stated to Frank McCourt,† Our cousin no sooner gets off the boat than you are at her.We have morals in Limerick, you know, morals. We’re not like jackrabbits from Antrim, a place crawling with Presbyterians,† (McCourt 16). Philomena also commented on how Malachy had an odd manner (McCourt 16). After the birth of Angela and Malachy’s first son, a party was given at Philomena’s house. Philomena made a statement to Angela, â€Å"I’d make sure there’s no more children. He don’t have a job, so he don’t, an’ never will the way he drinks. So†¦ no more children,† (McCourt 19). Philomena had her fill with her cousin after Angela gave birth to another child.Philomena and her family made it clear, â€Å"they wanted nothing to do with Angela until she came to her senses,† (McCourt 19). Years later Philomena intervenes in Angela’s life again. Philomena gets in contact with Angela’s mother, Margaret Sheehan, asking for money to send Angela and her family back to Ireland (McCourt 45). Philomena even goes as far as buying a steamer trunk and hiring a van to take the family to Lankford 2 the pier (McCourt 46). As Francis McCourt states,† It was good-bye and good riddance,† (McCourt 46).Angela McCourt, mother of the seven McCourt children, enabled her husband Malachy McCourt Sr. to be a drunk. No where throughout this memoir does she put her foot down, encour aging Malachy Sr. to quit drinking. Throughout the memoir, Angela rants and raves about Malchy Sr. , not providing food and money for his family. Angela states many times though out the story,† They’re gone to bed half hungry because you have to fill your belly with whiskey,† (McCourt 25). Angela goes as far as taking her children down the streets of Brooklyn and Limerick, going from pub to pub seeking her husband.When the family returns to Ireland, Angela spends more time in bed due to illness and or own depression over the loss of 3 of her children instead of taking care of the ones who are alive. Angela takes to her oldest children down a road in search of coal to light a fire (McCourt 69) instead of demanding Malachy Sr. find gainful employment. Angela allows her eldest son, Francis McCourt to be the one who provides the care to his younger siblings. When Malachy McCourt Sr. , goes away to England to work, Angela shacks up with one of her cousins, Laman Griffi n, and has an extramarital affair while her children are in another room.The children hear them â€Å"talking, grunting and moaning,† (McCourt 291). Angela also has no problem allowing her eldest son to find gainful employment to help support the household while Malachy McCourt Sr. is in England sending no money. Angela receives welfare and charity most of the story instead of finding employment herself to support her family. Angela spent most of her time fixating on her losses rather than trying to figure out keeping her family together. Lankford 3 Malachy McCourt Sr. , from Toome, County Antrim (McCourt 12) was an Irish drunk. Malachy Sr. pent most of his years in a bar or pub spending whatever money he earned. Even after he married Angela and had seven children, he couldn’t resist the alcohol. The eldest child, Francis,† knew his father was always out looking for work, came home with smell of whiskey on his breath, and sang songs about Ireland suffering,†(McCourt 22). Angela always has hopes that Malachy Sr. could resist the pub and bring home his pay to support his family (McCourt 95). There comes a time in the story when the McCourt’s have their last child and Malachy’s Sr. ‘s father sends five pounds. Malachy Sr. cashes the money order and spends the money at the pub,† (McCourt 183). Even though Malachy Sr. is a chronic alcoholic his children and Angela love him. It is stated by Francis McCourt,† I think my father is like the Holy Trinity with three people in him, the one in the morning with the paper, the one at night with the stories and prayers, and then the one who does the bad thing and comes home with the smell of whiskey and wants us to die for Ireland,† (McCourt 210). Malachy Sr. , has a hard time finding working in Limerick, Ireland because he as a northern Irish accent.Northern Irish people aren’t accepted in Limerick due to their non-catholic religion and affiliation with t he English. Malachy Sr. eventually leaves his family and heads to England for work. Malachy Sr. seldom sends his pay, causing his family to have to beg from charities. It was said by Mr. Downes, â€Å"Malachy McCourt is gone pure mad with the drink, that he squanders his wages in pubs all over the Coventry,† (McCourt 230). Towards the end of the novel, Francis McCourt makes the statement,† He’s not coming, Mam. He doesn’t care about us. He’s just a drunk over there in England,† (McCourt 269). Malachy Sr. s many years of frequenting the pub have caused his family to starve, move to one room shacks, and to rely on others to help support his family. Lankford 4 The McCourt family belonged to low social class. They were poor. They lived in poverty. The McCourt family was rejected on many things because of their social class. Angela McCourt was nearly denied assistance from St. Vincent De Paul Society because they are â€Å"Yankees and thereâ€℠¢s barely enough charity for the poor people of Limerick,† (McCourt 63). Francis McCourt is denied being an altar boy, as Angela states,† I’ll tell you what it is, she says. Tis class distinction. They don’t want boys from the lanes on the altar,† (McCourt 149). The McCourt boys are constantly made fun of because of the rags they wear for clothes, shoes that have holes in them fixed with rubber tires by Malachy Sr. McCourt (McCourt 105) and even as far as having to eat a pig’s head for Christmas and carrying it through the lanes while other kids point and laugh and make jokes (McCourt 98). Poverty is the biggest antagonist in this memoir. The McCourt’s lived in one-room shacks that contained a fireplace, table, 3 chairs and 1 bed which had to accommodate six people. McCourt 59). Most of the McCourt’s meals consisted of tea and bread (McCourt 24) while Malachy McCourt spent his earnings in a pub. The McCourt’s were so poor t hat they filled the infant’s bottles with sugar and water (McCourt 36). While in the United States, many of the McCourt’s neighbors would bring extra food over to support the McCourt household (McCourt 41). In Ireland, Malachy McCourt Sr. goes to the Labour Exchange for the dole to provide some type of income for his family (McCourt 63). Angela McCourt proceeds to go to St. Vincent de Paul to get assistance.Angela is given a docket for a weeks worth of groceries (McCourt 66). The McCourts have to search down roads in order to find coal to have a fire and warmth (McCourt 69). In one of the dwellings the McCourt’s reside at, they must share a lavatory with the whole lane (McCourt 103). Angela McCourt is ashamed of how her family looks â€Å"with the Lankford 5 dirty old torn shirts, raggedy ganseys, broken shoes, and holes in their stockings,† (McCourt 231). Angela McCourt is forced also to be a beggar, as stated by Francis McCourt,† This is worse tha n the dole, The St.Vincent de Paul Society, and the Dispensary. It’s the worst kind of Shame,† (McCourt 250). Many times throughout the memoir Francis McCourt himself has stolen food such as stealing bananas from the Italians in Brooklyn (McCourt 32), stealing fish and chips from a drunken man (McCourt 184), acquiring lemonade from pubs for his mother (McCourt 236), and stealing food off people’s front doors (McCourt 238) to provide food for his family while his father is away in England not supporting his family. The poverty the McCourt’s faced caused illnesses and deaths in this family.It caused hospitalizations for Angela and Francis. This family was near starvation most of Francis McCourts childhood to teenage years. Francis McCourt is what held the family together. Francis McCourt’s life began in the United States and in the end of this memoir he ended up back in the U. S. Francis McCourt had many struggles while growing up. Francis had to deal with poverty, deaths of his younger siblings as well as friends, typhoid and conjunctivitis, his alcoholic father, religion and its hypocrisy.Francis learned that the only he was going to get anywhere was to be a hard worker and he waited year after year until he was finally able to work at 14 yrs old. The story told by Francis McCourt and his upbringing shows that if you work hard enough to achieve your dreams you will accomplish them regardless of what obstacles or mountains you have to climb. Look what Mr. Francis McCourt had to endure to make his dreams come true. He had a dream to return to the United States; A dream that he fulfilled at last. Lankford 6 Works Cited McCourt, Frank. Angela’s Ashes. 1st ed. New York: Simon & Schuster, 1996. Print