Ethical Principles - 1475 Words

An Analysis of Ethical Principles in The Evaluation The term ‘ethical’, as I have come to apprehend it, is not just conforming to putative standards of conduct, but dealing with what is good or bad and with moral duty and obligation. Thomas A. Schwandt, a professor at the University of Illinois, notes that â€Å"while we can live in a world without standards and guidelines, we cannot live in a world without ethics.† Although, standards and guidelines have become prominent and are important guides in today’s evaluation process, a greater emphasis is laid on high ethical standards. Evaluators are faced with challenging issues in which they are expected to act in ways that are consistent with the principles of the company and epitomize exemplary†¦show more content†¦As an Egoist, Evans would implement the standard system because it serves his best interest. Evans concern is with the success of his company, and he is worried that not imposing this norm would cause problems for the company in the long run. As Evan states, â€Å"it would not give recognition for exceptional performance and so effective SCC managers would probably vote with their feet, confident†¦ they could walk into another probably better-paid job the same, or at the latest, the next day.† Although Evans is aware that his proposed actions may cost the company an effective manager, he would overlook Somsak’s feelings in hope that his subordinates and colleagues would respect his new approach. On the other hand, viewing the problem from a group relativist perspective, which focuses on the expectations others have on our behavior; things would turn out differently than in the pervious perspective. A group relativist believes that his best choice is one that supports the interest of the group. A group relativist would ask himself if his actions relate to that of his group’s norms. If his actions are contrary to that of his group, then it is not accepted. Therefore, Evans would modify the pervious changes he made to the system and upgrade Somsak because his fellow predecessors considered it the common practice. As Denis Collins states, â€Å"associating oneself to the ethical standard ofShow MoreRelatedThe Ethical Principles Of Respect For Autonomy984 Words   |  4 Pagesnurse to administer blood despite Mark’s refusal. This situation presents an ethical dilemma to the health professionals involved in Mark’s care. The ethical dilemma is whether to upho ld his decision not to receive the blood and therefore risk his life or give him the blood to save his life despite knowing his religious status and beliefs. There are several ethical principles involved in this scenario. The ethical principles of respect for Autonomy, Beneficence, Non-maleficence, Veracity and FidelityRead MoreDomestic Surveillance And Ethical Principles1859 Words   |  8 PagesDomestic Surveillance and Ethical Principles Why do we neglect any ethical principles? According to the basics of utilitarianism, human deeds focus on common welfare. When we turn into spy’s and follow our family members, we hope that it will work in favor of our family welfare and common utility. We can compare home spying with domestic surveillance to show how ethical principles work in this area. â€Å"As a matter of fact, domestic surveillance focuses on potential crime prevention. On the other handRead MorePrinciples That Build The Foundation For Ethical Leadership761 Words   |  4 PagesThere are five principles that build the foundation for ethical leadership: respects others, serves others, shows justice, manifests honesty, and builds community (Northouse, 2016, p. 341). 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Even so, on February 1st, 1951, the day Henrietta Lacks walked in to John Hopkins Hospital, was the day we started looking at cell research a lot differently. Ethical Principles On August 1st, 1920, Henrietta Lacks, a black woman from Virginia, was born. When she was just 21 years old, she moved to Baltimore, Maryland. February 1st, 1951; Henrietta entered the John Hopkins Hospital to see a gynecologist, complainingRead MoreEthical Principles1161 Words   |  5 PagesEthical Principles Paper Nadia Brown University of Phoenix Ethical Principles Paper Henrietta Lacks was born on August 1, 1920, in Roanoke, Virginia and she died due to complications of cervical cancer on October 4, 1951.She had been receiving treatment at the Johns Hopkins Hospital in Baltimore, Maryland. At the hospital she was treated with radium tube inserts, which is said to be the standard treatment for cervical cancer in 1951. As a matter of routine, samples of her cervix were removedRead MoreThe Importance of Self-Awareness in Counselling2351 Words   |  10 PagesSaunders (2011). First Steps in Counselling. Ross-on-Wye: PCCS BOOKS. P36) Ethics can be defined as a set of moral principles or rules of conduct. Ethical principles and stand points play a major role in the decisions and angles that counsellors make and take in order to give the best possible help to a client. Counselling and psychotherapy practices are governed by a set of ethical principles developed by the British Association for Counselling and Psychotherapy (BACP). They are as follows: Fidelity:Read MoreEthical Principles, Decision And Principle1792 Words   |  8 PagesIn making ethical principles, decision and applying them in this case study scenarios; there are approaches to ethical analysis in addition to ethical systems and principles that will need to be considered especially where power and authority become the main issue and principle. John Rawls (1957) presented an abstract procedure for deciding moral issues. He stated that â€Å"moral principles can be developed through inductive logic which is through moral judgments such as common sense, open mind, personalRead MoreThe Diet Of A Baby Girl Named IIce1825 Words   |  8 Pages IIce was well nourished and was beginning to develop more than normally. However, IIce suffered from permanent neurological damage due to prematurity and malnutrition. Ethical Principles The ethical principles involved include: Autonomy, Finality, Justice, Non-maleficence, Utility, Tolerance and Rationality. These principles can be applied to the case as a whole or to specific events that unfolded. In respect to IIce, non-maleficence was violated when she was in the care of her parents. Her parentsRead MoreAn Ethical Framework And Ethical Principles3227 Words   |  13 Pagestreatment for the patient whilst adhering to the applicable legal and ethical frameworks imposed. In order to achieve this the assignment will commence by critically analysing how an ethical framework and ethical principles can and should be applied to both the above scenario and more generally in paramedic practice. From this understanding of the underlying principles the assignment will next examine both the legal and ethical standpoints surrounding capacity and consent and analyse how these should

Analysis Of Tony Morrison s The Bluest Eye - 2073 Words

Vincent DiRienzo ENG 320 05-14-15 Race and Gender in the Bluest Eye In the Bluest Eye, Tony Morrison shows beauty and the value of it from the viewpoint of the black’s and how people in black society impose the white standards onto its people. Pecola Breedlove is an African American girl who longs to be loved and accepted in all communities especially her own. She lives in a world where members of her own race define aesthetic beauty based on white culture. Pecola has an odd transfixion of having the bluest eyes as she sees that it would completely change the perspective of people around her and the way she sees herself. The main story’s viewpoint is told by her neighbor Claudia MacTeer who can relate to the story by her own upbringing as Pecola had. It also shows how the community that they grew up had a strong impact on the consequences of the novel. Thus we have the novel show the perspective of race and gender stereotypes which have negative impact on the lives of the characters. The stereotype of whiteness in the Bluest Eye is shown to be known for innocence, beauty, being clean and purity. The characters have a mindset of white culture and each one has a problem or desire to obtain this way of life. Race is such a powerful determinant in the Bluest Eye that it leads some characters to do things society would not accept. Pecola’s father Cholly within the novel is humiliated by white police as he loses his virginity and this leads him to show hate towards women andShow MoreRelatedAnalysis Of Tony Morrison s The Bluest Eye 1263 Words   |  6 Pages Pecola’s Eyes and Vision Tony Morrison is a famous, exciting, American writer, describes as a major figure of the entire African American nation within the American community. â€Å"The Bluest Eye† published in 1970, is one of the most impressive novels of the author describing the Great American Depression. The contexts and the structure of the story looks as if it was written for children. This realistic story describes the manner of life and reality of the African American, suffering form the pressureRead MoreAnalysis Of Tony Morrison s The Bluest Eye 1314 Words   |  6 PagesvvPecola’s Eyes and Vision Tony Morrison is a famous, exciting, American writer, describes as a major figure of the entire African American nation within the American community. â€Å"The Bluest Eye† published in 1970, is one of the most impressive novels of the author describing the Great American Depression. The contexts and the structure of the story looks as if it was written for children. This realistic story describes the manner of life and reality of the African American, suffering form the pressure

Deception Point Page 34 Free Essays

Tolland looked only partially comforted, his relief apparently clouded by a deeper mystery. â€Å"I can’t be for sure without a microscope,† Tolland said, â€Å"but it looks to me like this is a bioluminescent plankton from the phylum Pyrrophyta. Its name means fire plant. We will write a custom essay sample on Deception Point Page 34 or any similar topic only for you Order Now The Arctic Ocean is filled with it.† Corky shrugged. â€Å"So why’d you ask if they were from space?† â€Å"Because,† Tolland said, â€Å"the meteorite was buried in glacial ice-fresh water from snowfalls. The water in that hole is glacial melt and has been frozen for three centuries. How could ocean creatures get in there?† Tolland’s point brought a long silence. Rachel stood at the edge of the pool and tried to get her mind around what she was looking at. Bioluminescent plankton in the extraction shaft. What does it mean? â€Å"There’s got to be a crack somewhere down there,† Tolland said. â€Å"It’s the only explanation. The plankton must have entered the shaft through a fissure in the ice that allowed ocean water to seep in.† Rachel didn’t understand. â€Å"Seep in? From where?† She recalled her long IceRover ride in from the ocean. â€Å"The coast is a good two miles from here.† Both Corky and Tolland gave Rachel an odd look. â€Å"Actually,† Corky said, â€Å"the ocean is directly underneath us. This slab of ice is floating.† Rachel stared at the two men, feeling utterly perplexed. â€Å"Floating? But†¦ we’re on a glacier.† â€Å"Yes, we’re on a glacier,† Tolland said, â€Å"but we’re not over land. Glaciers sometimes flow off a landmass and fan out over water. Because ice is lighter than water, the glacier simply continues to flow, floating out over the ocean like an enormous ice raft. That’s the definition of an ice shelf†¦ the floating section of a glacier.† He paused. â€Å"We’re actually almost a mile out to sea at the moment.† Shocked, Rachel instantly became wary. As she adjusted her mental picture of her surroundings, the thought of standing over the Arctic Ocean brought with it a sense of fear. Tolland seemed to sense her uneasiness. He stamped his foot reassuringly on the ice. â€Å"Don’t worry. This ice is three hundred feet thick, with two hundred of those feet floating below the water like an ice cube in a glass. Makes the shelf very stable. You could build a skyscraper on this thing.† Rachel gave a wan nod, not entirely convinced. The misgivings aside, she now understood Tolland’s theory about the origins of the plankton. He thinks there’s a crack that goes all the way down to the ocean, allowing plankton to come up through it into the hole. It was feasible, Rachel decided, and yet it involved a paradox that bothered her. Norah Mangor had been very clear about the integrity of the glacier, having drilled dozens of test cores to confirm its solidity. Rachel looked at Tolland. â€Å"I thought the glacier’s perfection was the cornerstone of all the strata-dating records. Didn’t Dr. Mangor say the glacier had no cracks or fissures?† Corky frowned. â€Å"Looks like the ice queen muffed it.† Don’t say that too loudly, Rachel thought, or you’ll get an ice pick in the back. Tolland stroked his chin as he watched the phosphorescing creatures. â€Å"There’s literally no other explanation. There must be a crack. The weight of the ice shelf on top of the ocean must be pushing plankton-rich sea-water up into the hole.† One hell of a crack, Rachel thought. If the ice here was three hundred feet thick and the hole was two hundred feet deep, then this hypothetical crack had to pass through a hundred feet of solid ice. Norah Mangor’s test cores showed no cracks. â€Å"Do me a favor,† Tolland said to Corky. â€Å"Go find Norah. Let’s hope to God she knows something about this glacier that she’s not telling us. And find Ming, too, maybe he can tell us what these little glow-beasties are.† Corky headed off. â€Å"Better hurry,† Tolland called after him, glancing back into the hole. â€Å"I could swear this bioluminescence is fading.† Rachel looked at the hole. Sure enough, the green was not so brilliant now. Tolland removed his parka and lay down on the ice next to the hole. Rachel watched, confused. â€Å"Mike?† â€Å"I want to find out if there’s any saltwater flowing in.† â€Å"By lying on the ice without a coat?† â€Å"Yup.† Tolland crawled on his belly to the edge of the hole. Holding one sleeve of the coat over the edge, he let the other sleeve dangle down the shaft until the cuff skimmed the water. â€Å"This is a highly accurate salinity test used by world-class oceanographers. It’s called ‘licking a wet jacket.'† Out on the ice shelf, Delta-One struggled with the controls, trying to keep the damaged microbot in flight over the group now assembled around the excavation pit. From the sounds of the conversation beneath, he knew things were unraveling fast. â€Å"Call the controller,† he said. â€Å"We’ve got a serious problem.† 40 Gabrielle Ashe had taken the White House public tour many times in her youth, secretly dreaming of someday working inside the presidential mansion and becoming part of the elite team that charted the country’s future. At the moment, however, she would have preferred to be anywhere else in the world. As the Secret Serviceman from the East Gate led Gabrielle into an ornate foyer, she wondered what in the world her anonymous informant was trying to prove. Inviting Gabrielle into the White House was insane. What if I’m seen? Gabrielle had become quite visible lately in the media as Senator Sexton’s right-hand aide. Certainly someone would recognize her. â€Å"Ms. Ashe?† Gabrielle looked up. A kind-faced sentry in the foyer gave her a welcoming smile. â€Å"Look over there, please.† He pointed. Gabrielle looked where he was pointing and was blinded by a flashbulb. â€Å"Thank you, ma’am.† The sentry led her to a desk and handed her a pen. â€Å"Please sign the entry log.† He pushed a heavy leather binder in front of her. Gabrielle looked at the log. The page before her was blank. She recalled hearing once that all White House visitors sign on their own blank page to preserve the privacy of their visit. She signed her name. So much for a secret meeting. Gabrielle walked through a metal detector, and was then given a cursory pat down. The sentry smiled. â€Å"Enjoy your visit, Ms. Ashe.† Gabrielle followed the Secret Serviceman fifty feet down a tiled hallway to a second security desk. Here, another sentry was assembling a guest pass that was just rolling out of a lamination machine. He punched a hole in it, affixed a neck cord, and slipped it over Gabrielle’s head. The plastic was still warm. The photo on the ID was the snapshot they had taken fifteen seconds earlier down the hall. Gabrielle was impressed. Who says government is inefficient? They continued, the Secret Serviceman leading her deeper into the White House complex. Gabrielle was feeling more uneasy with every step. Whoever had extended the mysterious invitation certainly was not concerned about keeping the meeting private. Gabrielle had been issued an official pass, signed the guest log, and was now being marched in plain view through the first floor of the White House where public tours were gathered. â€Å"And this is the China Room,† a tour guide was saying to a group of tourists, â€Å"home of Nancy Reagan’s $952 per setting red-rimmed china that sparked a debate over conspicuous consumption back in 1981.† The Secret Serviceman led Gabrielle past the tour toward a huge marble staircase, where another tour was ascending. â€Å"You are about to enter the thirty-two-hundred-square-foot East Room,† the guide was narrating, â€Å"where Abigail Adams once hung John Adams’s laundry. Then we will pass to the Red Room, where Dolley Madison liquored up visiting heads of state before James Madison negotiated with them.† How to cite Deception Point Page 34, Essay examples

Clinical Importance Of Neuroimaging Techniques †Free Samples

Question: Discuss about the Clinical Importance Of Neuroimaging Techniques. Answer: Clinical Importance Of Neuroimaging Techniques Neurological deaths have become an issue globally; this is due to the increase in the number of neurological disorders. Researchers have developed neuroimaging techniques to curb or reduce the number of deaths. Neuroimaging also called brain imaging techniques include the following magnetic resonance imaging, electroencephalography, magnetoencephalography, near-infrared spectroscopy and chromatography scan. Magnetic Resonance Imaging Magnetic resonance imaging (MRI) has been used by clinicians to check for the extent of brain damage caused by trauma. The abrupt increase in brain injuries caused by trauma has been approved to have affected most people globally with about 100 to 550 per 100,000 people annually (Vos et al., 2012, p.207-219). In MRI scan the patient head is laid on a machine which uses strong magnets and radio frequency which is later sent to the computer. It shows if the brain tissue is damaged or if there is bleeding in the brain or a nerve injury. Sometimes a dye is given through a vein before the scan is performed to show pictures of the brain more clearly.MRI has also been used by clinicians to check for brain tumors in the brain. Cancer has become a major problem affecting individuals globally. The major common signs and symptoms of a tumor include disorder in the movement of the limb, lack of sensation in some parts of the body, vision and speech disturbance (Kimura et al., 2013, p.233-238). C ontrast agents have been used to visualize clearly the size, vasculature, and hemorrhage within the tumors since this features cannot be seen with formal imaging. MRI has also been used to check for cancer in its early stages, it has been used to check for a mass if the client has been showing signs that my call for a tumor and the stage of the client's cancer and lastly plan for treatment of the client (Gilles et al., 2012, p.633-638). MRI has been used to check for lesions in the brain and spinal cord caused by multiple sclerosis, which is known to have been caused by demyelination of the nerves of the central nervous system which is considered to be an autoimmune disorder. White matter in the brain and spinal cord is known to be affected most. The symptoms of multiple sclerosis include fatigue which gets worse after exercising; vision problems or sometimes a temporary loss of vision, partial or total lack of sensation, problems with movements and neuropathic pain.MRI has been used for examination, identifying the nature or cause of the disease and treatment of multiple sclerosis (Gallagher et al., 2013, p.439-441). Its the most used imaging technique for a patient with multiple sclerosis.MRI has been used to show lesions in the corpus callosum. Clients with multiple sclerosis manifest with a large number white matter plaques. MRI has been used in the diagnosis of dementia; this scan is usually done to rule out other diseases that may have the same signs and symptoms. Dementia is a gradual decrease in mental ability which affects the intellectual process. The signs and symptoms include memory loss, difficulty in communication, a decrease in the reasoning and judgment (Breteler et al., 2014, p.1246-1252). Dementia is due to damage to the brain cells which affects the ability of other brain cells to transmit information to each other. Functional Magnetic Resonance Imaging Functional magnetic resonance (fMRI) is a method used in evaluating the brains behavior. It functions by observing the blood flow in the brain that occurs after a neuronal activity. The brain consumes more oxygen during its active state hence increased blood flow to the area. fMRI has been used to show the areas in the brain that are connected during the mental process (Decety et al., 2013). Its advantages are that it does not involve any radiation and it has the best temporal resolution. Researchers have used fMRI to try to understand the cognitive process whereby the past experience is remembered, understand the language, pain and the ability to gain knowledge or skills. Physicians use fMRI to observe the anatomy of the brain to find out the parts of the brain that are dealing with vital functions such as cognition, oral communication, change in position or location and sensation. It has also been used to assess the effects that are caused by stroke. It has also been used to observe the development of brain tumors. It has also been used by the surgeons as a guide during surgical treatments of the brain. Computer Tomography Scan Computed tomography (CT) is done by a specific x-ray that brings forth double images of the inside body. A CT scanner is a equipment with a hole or tunnel in the middle where the patient rests in a supine position on a table like structure which later slides into the tunnel. Inside the tunnels, there are rotating x-ray tubes. CT scans have been used to check for head injuries that might have been caused by road accidents, check for bleeding in the brain that might have been caused by trauma and tumors in the brain (Hitoshi et al., 2016). It has also helped the doctor to determine the nature of the tumor and plan radiation treatment for the brain tumor. Ct scan is also used to detect hydrocephalus in patients due to the abnormal increase in the ventricles due to the accumulation of cerebral spinal fluid. Its also used to check for deformities of the skull such as the frontal nasal dysplasia and facial clefts. Ct scans are also performed in areas of the brain to investigate the tissue or bone damage in patients who had a facial injury and there is a surgical reconstruction of the facial bone. It has also been used to check for hearing problems that might have been caused by damage or disease of the temporal bone. It has also been used by surgeons as a guide during needle insertion to get a tissue sample from the brain. Position Emission Tomography Scan Position emission tomography which is also called PET scan applies energy that is radiated or transmitted in the form of rays to show the bodies behavior on the cellular level. It is mostly combined with CT and MRI scan to produce three-dimensional high-quality images of the human body (Scheel et al., 2012). While MRI scan shows the structure of the organ PET scan shows the physical appearance of the organ and how its functioning inside the body. Investigations such as epilepsy are usually done PET scan which shows the part of the brain that has been affected mostly which later allows the doctor to decide on the best treatment. It can also be used to diagnose Alzheimer this is confirmed by checking the consumption of sugar in specific areas of the brain. PET scans have also been used to disclose the presence of cancer, its spread and development in the brain; it also shows the progress of the chemotherapy treatment. Its used to check parts in the heart that have been damaged and esta blish the solution to the circulation problems. Electroencephalogram Test Electroencephalogram (EEG) is a test used to check how the brain produces and transmit electrical impulses. Cells found in the brain transmit information through electrical impulses.EEG is used to detect difficulty with brain activities.EEG recording results usually look like lines in a waveform. Any irregularities in the normal wavy line may be a sign of seizures or other brain disorders. EEG Measurements are used to confirm conditions such as head injury caused by accidents, inflammation of the brain tissues, the brain tumor which interferes with the transmission of brain impulses and insomnia (Sharma et al., 2017, p.90-95). When the patient is in deep coma EEG may be used to check the level of brain activity or during surgery to monitor its activity. It has also been used to confirm brain death due to the absence of electrical impulses in the brain. Near-Infrared Spectroscopy Functional near-infrared spectroscopy (fNIR) is used by researchers to check the oxygenation of the brain tissues especially the prefrontal cortex. This has given an opportunity for researchers to check for the brain function such as the ability to concentrate, the power of retaining or recalling recent events and the ability to plan and solve problems. fNIR has been used to observe the human cognitive function. Studies have shown that it can effectively check the concentration level and working memory (Lloyd et al., 2014, p.1264-1267). Magnetoencephalography (MEG) is the most modern technique of evaluating the brain while it actively functions. It does not involve puncturing the skin or entering the body, it's painless and preferred for all ages. It shows the normal functioning neurons and locates exactly the damaged neurons. It has also been used to check the brains activity example epilepsy or to examine its reaction to the external stimuli example language or vision (Mathiak et al., 2012, p.125-131). It evaluates neuronal action directly and its electrical activity millisecond by millisecond. For individual with epilepsy MEG has helped to locate exactly the root of the epileptic discharges with exception of introduction of electronic electrodes. Position Emission Tomography Positron emission tomography (PET) uses little amount radioactive materials a special camera and computer to check for organ and tissue function. Its often used to identify the disease in its early onset, detection of cancers and check whether it has spread to other brain tissues and plan chemotherapy treatment (Bergerson et al., 2012, p.136-141). It has also been used to diagnose neurological disorders and evaluate circulation of blood, oxygen consumption and glucose metabolism in the brain. References Bergerson M, et al., (2012). Head fixation device for reproducible position alignment in transmission CT and positron emission tomography. J Comput Assist Tomogr ed 5. pg: 136-141. Breteler M. et al., (2014). Cerebral white matter lesions, vascular risk factors and cognitive function in a population-based study. Neurology ed 44. Pg: 12461252. Decety J., Skelly L. R., Kiehl K. A. (2013). Brain response to empathy-eliciting scenarios involving pain incarcerated individuals with psychopathy. Gallagher HL, MacManus DG, Webb SL, Miller DH (2013). A reproducible repositioning method for serial magnetic resonance imaging studies of the brain in treatment trials for multiple sclerosis. ed 7. Pg: 439441. Gilles R., Guinebretiere JM., Toussaint C (2012). Locally advanced breast cancer: contrast-enhanced subtraction MR imaging of response to preoperative chemotherapy. ed 191 pg: 633-638. Hitoshi Y. el al., (2016) Head computed tomographic measurement as a predictor of outcome in patients with subdural hematoma with cerebral edema. Kimura H. et al., (2013) Tumor vascularity in the brain: evaluation with dynamic susceptibility-contrast MR imaging. Medline ed189 pg: 233238. Lloyd-Fox, S., Papademetriou, M., Darboe, M. K., Everdell, N. L., Wegmuller (2014) noninvasive, infrared monitoring of cerebral and myocardial oxygen sufficiency and circulation parameters. Pg: 1264-1267. Mathiak K, Hertrich I, Lutzenberger W, Ackermann H, (2013) Encoding of temporal speech features (formant transients) during binaural and dichotic stimulus application: a whole-head magnetoencephalography study; Crossref, Medline ed 10 pg: 125131 Scheel V et al., (2012) MR-based attenuation correction for PET/MR: a novel approach combining pattern recognition and atlas registration. Shahram M. et al., (2017) Prevalence and Risk Factors for Early Seizure in Patients with Traumatic Brain Injury: Analysis from National Trauma Data Bank. Neurocritical Care vol (27)(1), pg: 90-95. Vos P. etal., (2012) EFNS guideline on mild traumatic brain injury:report of an EFNS task force. Eur J Neurol ed 9 pg: 207219.

Quasars And Active Galaxies Essays - Physical Cosmology, Quasar

Quasars And Active Galaxies Amy A. Zeleznik Peter Anderson GSC 158 11 November 1999 Quasars and Active Galaxies The astronomical world is full of phenomena beyond the average persons imagination. The technical tools and analytical methods astronomers use are very complex. The enormous numbers and distances are mind boggling. Theories behind astronomical phenomena are based on yet another theory. In order to understand the concept of quasars and active galaxies, one must first have a feel for the astronomical numbers involved. Secondly, a basic knowledge of the tools of the trade, and finally, a working knowledge of astronomical jargon. Once there is a working knowledge of the aforementioned factors, then there is the chance that one could be able to assimilate the complex theoretical properties that are used to discuss quasars and active galaxies. In order to understand the large numbers used to express the vast distances discussed in astronomy, one needs to relate these numbers to everyday life. During everyday conversation, people may say things like the national debt is trillions of dollars, the lottery is up to 31 million dollars, or John Doe is a billionaire. An astronomer might say that one astronomical unit equals 93,000,000 miles or that a light-year is 5,870,000,000,000,000 miles. The human comprehension level of all of these terms is probably nowhere near the actual truth behind how large these numbers really are. To obtain a feel for these gigantic distances used by astronomers, Astronomy Magazine writer, John P. Wiley says it may be helpful to keep in mind that it takes thirty-one years to count to one billion at the rate of one number per second. He also puts a voyage to a galaxy that is a billion light-years away into perspective by calculating how long it would take to get there in a vessel speeding along at 18, 000 miles an hour. The trip would take 37 trillion years. When discussing galaxies and quasars, billions are the smallest numbers used (56,57). The theory of how quasars are created is based on the idea that the universe is expanding. Among astronomers, the popular consensus is that the Earth is in an expanding universe in which the laws of physics will hold true beyond this planet as well. G. Mark Voit, an astronomer at the Space Telescope Science Institute, believes that the beginning of the universe was a time when many galaxies would be visible to the naked eye because the universe was more condensed than it is in present day. In the centers of many galaxies would be radiant objects that looked like stars but seemed brighter than all of the stars in its galaxy. Contemporary astronomers call these star-like objects quasars and believe their presence more plentiful during the early formation of the universe (41). A professor of astronomy at the University of Wales states that Quasars were . . . more prevalent in the epoch of high galaxy density, when the universe was younger and more crowded than it is now (Disney 57). The quasars seen today are billions of light-years away indicating that they have already come and gone, and they no longer exist. A galactic collision is a probable catalyst for the birth of a quasar. It is possible that the diminishing population of quasars is due to the expansion of the universe. Disney reports that the Hubble Telescope reveals that about three quarters of the host galaxies appeared to be colliding with or swallowing other galaxies (56). As the galaxies spread further apart, there were fewer collisions among them. The distance provides less swirling matter and gasses, and gives the galaxy room to settle and mature. The minimized violence of collisions during galactic evolution is theoretically related to the decline of quasars (Disney 56,57; Peterson 60; Voit 42). Stephen Hawkings Universe shows that initial quasar discovery was dependent on a combination of spectroscopy and radio astronomy. A brief description of spectroscopy is when a ray of light is split into the colors of a rainbow through a spectrum, energy is emitted or absorbed by the colors. Astronomers use the spectra of light to determine temperature, velocity, and more. The majority of astronomers believe that if the spectra of a point of light has a significant redshift, then the

Saint John Of The Cross Essays - Doctors Of The Church, Free Essays

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Compatibility of marketing strategies to environment

Compatibility of marketing strategies to environment The beverage industry is highly taken up by the Cola-War between the two giant rivals, Coca Cola and PepsiCo. However, Coca-Cola holds the major share world-wide, the case is reverse for the Pakistani market, where, Pakistan Beverage Ltd. had been and is a major player in the beverage industry. PEPSI is under PBL and is a market leader with over 70 percent market share of the soft-drink industry in Pakistan. (Indian Pakistani trade unit website). The current marketing plan is aimed at analysing, the scenario of the company with respect to its marketing activities and proposing/recommending, any changes required. This marketing plan aims to identify the compatibity of the companys basic marketing strategies to its marketing environment, its competitors, its customers keeping in lieu its over all strengths, weaknesses, threats and opportunities. This plan then aims to analyse the companys mission statement with respect to its goals and objectives followed by the analyses of the current marketing strategies and marketing mix. Lastly, this report proposes recommendations the company should look into adopting. COMPANY INTRODUCTION AND BACKGROUND INFORMATION: According to the official website of Pepsi Co, PepsiCo is a world leader in convenient foods and beverages, with 2005 revenues of more than $32 billion and more than 157,000 employees. Pepsi co, Inc is founded by Donald M. Kendall, and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of two companies(official website of Pepsi). However, Pepsi-cola was formed by the end of 1890s. With brands that are almost 100 years old, Pepsi ® Co. PepsiCo is organized in six divisions: Frito-Lay North America, Frito-Lay International, Pepsi-Cola North America, Gatorade/Tropicana North America, PepsiCo Beverages International and Quaker Foods North America. The Companys North American divisions operate in the United States and Canada and accounts for seventy percent of its sales. Its international divisions operate in over 175 countries, with PepsiCos largest operations in Mexico and the United Kingdom. PepsiCo is working hard to build its presence in emerging markets like India, China and Russia. PepsiCo World Headquarters is located in Purchase, New York. PepsiCo is traded as PEP on NYSE. In the year 2006 Pepsi was ranked among Top 100 Brands by Business Week, ranks 18th PepsiCo ranks 18 out of Top 50 Companies for Diversity list by DiversityIncs. However according to the annual report of 2005, the growth in the carbonated sector, had slowed down and due to that, the company is now ahead into diversification in organic products. (Official website of PepsiCo) PepsiCo is a leader in innovation (three of top ten new food and beverage products are Pepsi-Cola brands). Consumers consider PepsiCos Quaker and Tropicana brands the healthiest among all brands. PepsiCos success is the results of superior products, high standards of performance, distinctive competitive strategies and the high integrity of its people. (Source: official website of Pepsi Co, www.pepsico.com) BRANDS AND COMPANIES PepsiCo has hundreds of brands. These are some of the best known: Frito-Lay Brands, Pepsi Cola Brands, Gatorade Brands, Tropicana Brand, and Quaker Brands (Official website of Pepsi Co.). (Source: www.pepsico.com) MARKETING ENVIRONMENT: According to Dibb et.al, (2006), the marketing environment consists of the political, legal, regulatory, societal/Green, technological and economic and competitive forces (also known as PESTLE), that surrounds the buyer and the company. Marketing environmental forces are an important element because; they influence the customer by affecting their life style, standard of living, preferences and needs of a product as well as also alter opportunities that the marketer may want to take advantage of. It helps plan how marketing activities should be planned. The company has to keep a close view of the changes taking place in the marketing environment. To study how Pepsi Co, operates in Pakistan, it is an essential to view the macro environment. It consists of the factors and forces that directly affect the microenvironment of a company. MACRO ENVIORNMENT: The macro environment of Pepsi Co. Pakistan is as follows: ECONOMIC: Inflation: Inflation is basically a rise in the price of goods and services. But with respect to Pepsi, there is a very insignificant price change in the product and consumers drink Pepsi habitually so it does not create an impact on the demand of the product. Price Sensitivity: Because of the nature of the products there are some industries in Pakistan that are highly sensitive to the price. The Beverage industry is one of those sensitive industries because of its nature and competition in the market. The competition between the Pepsi ® and Coca Cola plays a very important role in determining the prices of the drinks. A decrease in the price by one competitor forces the other competitor to reduce the prices as well. Pepsi ® offers various discounts and cutting off the prices, time to time, in order to capture the market and give benefits to the people. Taxation: Taxes are imposed by the governments; it is one of the main reasons for an increase in the prices. Pakistan Beverages Pvt. Ltd. always tries to retain the prices but sometimes it is essential for them to make an upward change Currently the soft drink industry is under double taxation. The current tax rate is 25% at the retail price. According to Senator Ahmed Ali, Chairman, Senate Standing Committee, after the tax reduction, can not only benefit the companies but also result in a three fold benefit to the country. (Source: www.brecorder.com) TECHNOLOGICAL ENVIRONMENT: The technological environment, perhaps, is the most dramatic force now shaping our destiny. Technology has a tremendous impact on lifestyles, consumption patterns and our economic well-being. (Kotler, 2003) Although Pakistan is not a very technologically advanced country, it has always remained up to date with technology. POLITICAL ENVIRONMENT: The political environment includes the laws, government agencies and pressure groups that influence the overall running of the company (Kotler, 2003).The uncertain and unstable political environment in Pakistan causes many hindrances to each and every industry likewise the other industries; the beverage industry suffers a lot. Pepsi had also suffered a lot of boycotts for being an international brand. PORTERS FIVE FORCE ANALYSIS: According to Dibb et al, (2006), Michael Porter defined a model for competitive advantage, which consists of five competitive forces. This report will make use of the Porters five forces, to COMPETITOR ANALYSIS: All beverages available in the market are competitors of Pepsi ®, directly or indirectly. These competitors include Coca Cola, RC Cola, Pakola, Double Cola, Amrat cola, Makah Cola. Pepsis direct competitor is Coca-Cola. The non-soft drink competitors are tea, coffee, water, energy drinks, sports drinks, milks, etc which are all consumed on beverage occasions. Pepsi aims to gain a greater share of these occasions. Although Pepsi ® has captured over 70% of the market share in Pakistan (ipbu.co.uk) there is much rivalry between the two cola giants. They have to observe each others strategies for setting prices and executing promotional ideas. Pepsi and Coca-Cola had/have different brands of soda competing with each other: Brand Pepsi Coke Dark Cola PEPSI COCA COLA Diet DIET PEPSI DIET COLA Low calorie PEPSI ONE PEPSI EDGE PEPSI MAX(outside the US) COCA COLA 2 COCA COLA ZERO Lemon Lime Soda SIERRA MIST 7 UP(outside the US) SPRITE Cherry Soda WILD CHERRY PEPSI CHERRY COKE Orange juice TROPICANA MINUTE MAID Iced Tea BRISK NESTEA Root Beer MUG BARQS Sports Drink GATORADE POWERADE Citrus Soda MOUNTAIN DEW Mello Yello Surge Vault Vanilla-Flavored Pepsi Vanilla Vanilla Coke Lime-Flavored Pepsi Lime Coca-Cola with Lime (Source: website of Wikipedia for cola wars) STRENGTHS AND WEAKNESSES OF COCA-COLA: STRENGTH WEAKNESS Operating System Low market share Financial Strength Less Promotion Weaker Distribution Network (Please refer Appendices 1(a) for the explanation on the Strengths and weaknesses of Coca Cola COMPANY ANALYSIS: In Pakistan PEPSI Co. is operated under Pakistan Beverage Ltd, which is a major player in the beverage industry. It has been the market leader since 1988; still there is a healthy competition between these two major players, Coca-Cola and Pepsi. Over all, Pepsi Co holds a share of over 70% in the industry and the beverage industry of Pakistan has shown an enormous growth of 30% in the year 2006. (Source: www.iptu.co.uk, pepsico.com, brecorder.com) PRODUCTS OFFERS BY PAKISTAN BEVERAGE Ltd. Flavor Brand Color Cola Pepsi ® Orange Marinda Lime 7 Up Mango Slice Lime Mountain Dew Lemon Teem SWOT ANALYSIS: SWOT analysis is a framework, for generating alternatives. It refers to strengths, weaknesses, opportunities and threats. Strengths and weaknesses are internal factors whereas, opportunities and threats and external. (Dibb et al. 2006) The SWOT analysis of PEPSI is as follows: SWOT ANALYSIS OF PEPSI: STRENGTH WEAKNESS OPPORTUNITY THREAT Intensive Distribution Network Lacks Worldwide Acceptance Natural Environment Brand Image Sweeter Taste Operating System Population Financial Backup Promotion Financial Assistance Diversification Awareness Target Market Food division should expand internationally Social, cultural, economic, political and governmental constrains Quality Standard Target health conscious customer base National Image Focus on most important customer trend- Convenience (Please refer Appendix 1(b) for an explanation of the points mentioned above). TOWS MATRIX: TOWS matrix makes use of the SWOT analysis to provide strategic options: STRENGTHS S Intensive Distribution Network Sweeter Taste Promotion Target Market Quality Standard National Image WEAKNESSES W Lacks Worldwide Acceptance Operating System Financial Assistance OPORTUNITIES O Natural Environment Population Diversification Food division should expand internationally Target health conscious customer base Focus on most important customer trend- Convenience SO Strategies Intensive distribution network to reach a wider population Expand into healthier products by its quality standards Target health conscious customers through its promotion and new product launches as it has a national image WO Strategies: Gain advantage through expanding into food based products as it has a name for that THREATS T Brand Image Financial Backup Awareness Social, cultural, economic, political and governmental constrains ST Strategies It has a strong national image to overcome the brand image. It can improve on quality to overcome issues such as pesticides in Pepsi Make use of the national image to overcome, social, economic pressures WT Strategies Slowly build up its image in different countries and avoid unnecessary businesses Give financial backup, to franchises in other countries Should be responsive to the needs of customers around the world rather than just the western market STRATEGIC OPTIONS AND EVALUATION: After analyzing, the TOWS matrix, we can evaluate strategic options for PEPSI as mentioned below: OPTION 1: MAKE USE OF THE STRONG DISTRIBUTION SYSTEM TO EXPAND IN THE UNREACHED MARKETS OPTION 2: PEPSIS NATIONAL IMAGE IS VERY STRONG; IT CAN ALSO EXPAND INTO HEALTHIER PRODUCTS AND TARGET HEALTH CONCIOUS CUSTOMERS. OPTION 3: EMPHASIE ON PRODUCT ATTRIBUTES MORE, SUCH AS, QUALITY THAN THE BRAND IMAGE OPTION 4: DIVERFIY INTO OTHER PRODUCTS SUCH AS FOOD AS ALREADY LAUNCHED IN OTHER COUNTRIES AS IT HAS A STRONG PROMOTION BASE OPTION 5: ADOPT SCHOOLS OR CHARIBLE INSTITUTIONS TO MAKE A FAIR IMAGE OF THE BRAND IN PAKISTAN DUE TO BRAND ISSUES OPTION 6: LAUNCH NEW FLAVOURS OF PEPSI, SUCH AS DECAFFINATED DRINKS. OPTION 7: MAINTAIN THE CURRENT POSITION MARKETING STRATEGY AUDIT: According to Dibb et al. (2006) Marketing strategy articulates the best way for a company to use its business resources and tactics to achieve its marketing objectives. It consists of the specific strategies for the target markets and positioning, the marketing mix and marketing expenditure levels. In marketing strategic audit, a company defines its mission statement and marketing objectives and analyzes whether the marketing strategy responds to the threats and opportunities in achieving those goals. BUSINESS MISSION: In the first step of the strategic planning, the company defines its mission statement. A mission statement drives the goals that are to be attained. It also defines the core area of activity of the company as well as, gives everyone a clear view of what the company wants to achieve. (Dibb et al. 2006) Following is the mission statement of Pakistan Beverages Pvt. Ltd. and the analysis of its strength and weaknesses. Pepsi ® Cos overall mission is to increase the value of our shareholders investment. We do this through sales growth, cost controls and wise investment of resources. We believe our commercial success depends upon offering quality and value to our consumers and customers, providing products that are safe, wholesome, economically efficient and environmentally sound, and providing a fair return to our investors while adhering to the highest standards of quality. (Source: www.evablue.com) The mission statement of Pepsi ® Cola International is no doubt a customer and environment oriented mission statement. It identifies the objective of the business that is to increase the profit through customer satisfaction by not compromising on the quality of the product. (Please refer Appendix 3(a) for the strengths and weaknesses of the mission statement) MARKETING OBJECTIVES: The mission of the company leads to a hierarchy of objectives, including the business objectives and marketing objectives. Marketing strategies must be developed in order to support those marketing objectives. The marketing objectives of the company should be clear and specific. (Dibb et al, 2006 and Kotler, 2002). The following are the marketing objectives of Pakistan Beverages Pvt. Ltd. To have the sales figure that is better than the last year The awareness of the product Availability of product to all segment of the consumers (Please refer Appendices 2(b) for an explanation of the points mentioned above.) MARKETING STRATEGY: Strategies direct the opportunities to follow, it leads to the target market that should be captures, the basis for competing and differential or competitive advantage to attain for the desired product. (Dibb et al. 2006) The marketing strategy of Pakistan Beverages Pvt. Ltd. is, To provide the customer the best beverage of the country To create awareness among the customers about the best soft drink available in the country. To give the product, a substantial support to capture its place in the market. (Please refer Appendix 2(c) for the explanation of the points mentioned above) STRATEGIC OBJECTIVE AND STRATEGIC FOCUS: After reviewing the overall corporate vision, mission statement, corporate goals and the SWOT analysis, ANSOFF matrix, provides an overall direction of the firm and it helps in the decision making process. (Dibb et al. 2006) ANSOFFS COMPETITIVE STRATEGIES Fig: 1.1 Ansoffs competitive strategies (source: Kotler, 2002, pg 100) According to the Ansoffs matrix, a company may choose one or more competitive strategies to assist strategies objectives. The three growth patterns defined are, intense growth for existing products, diversified growth for new products and new markets and integrated growth for the growth of the company. (Kotler, 2003; Dibb et al. 2006) Currently Pepsi Co. Pakistan is following Intense Growth Strategy through market penetration. MARKET PENETRATION: Market penetration is a strategy for increasing sales for existing products in the existing market. (Dibb et al. 2006) Pepsi try to achieve increased market share through aggressive advertising. Pepsi also sponsors a lot of sports activities and get into promotional offers and deals with different restaurants and educational institutions THE DIFFERENTIATED MARKETING STRATEGY: Selective Strategy: Selective strategy is also known as differential strategy. The product itself may or may not be different as in many cases only the promotional message and distribution channels vary. (Source: www.netmba.com) The Company is very much selective in all of its effort because any slightest change can affect the company. PBL not always uses the same routine for the overall promotion of PEPSI. Since this company has to compete well and one of the business mission of Pakistan Beverages LTD is to become the number one in the Pakistani market, thats why they dont want to give any place to its competitor untouched to attack on the company brand. Cue Strategy: Having so many competitors in the market, especially Coca Cola, Pepsi ® is facing difficulties in differentiating this product. Now the company is using the Cue strategy so as to perceive the customer, that this is the only brand in the market. Pepsi is made available everywhere through intensive distribution. To do this, Pepsi provides stands and refrigerators to the retailers so that PEPSI is made visible at once. MARKET SEGMENTATION: According to (Dibb et al. 2006) market segmentation is a process where heterogeneity can be grouped into smaller homogenous groups. Pepsis market is segmented into two distinct groups: Distribution. Consumer. Distribution With regards to sale, there are three distinguished areas where Pepsi ® is distributed: Open market place, small shops and kiosks. Institutional sales (hotel, club, restaurants etc.) Educational institutes (school, colleges, universities etc.) Consumers As far as consumers are concerned, undifferentiated marketing is practiced. Company doesnt want to confine Pepsi ® to any particular segment. However, their advertising campaigns depict that Pepsi ® is targeted more towards teenagers TARGETING: According to Dibb et al. 20066, targeting involves, decision required to cater a specific segment. TARGET MARKET STRATEGY: A company must keep in mind its capabilities and resources before following a specific targeting strategy. (Dibb et al. 2006). Undifferentiated Strategy: Undifferentiated strategy is, when a company designs, one market segment to cater the entire target market. (Dibb et al.2006). Although, Pepsi uses an undifferentiated Strategy, yet the main focus of Pepsi ® seems towards youngsters under the age bracket of twenties. This generation is called Generation X and constitutes a larger portion of the population. As a result all promotional schemes are targeted towards them. MARKETING PROGRAMMES: To make the marketing strategy a reality, it is very important to make an appropriate marketing mix (Kotler, 2003; Dibb et al. 2002). MARKETING MIX: Marketing Mix comprises of the 4 Ps as mentioned below: Product Price Place/distribution Promotion These are the very essential parts, which determine the success of any corporation. Among these Product, Place, and Promotion are in the hands of the company but sometimes price may or may not be set by the company as in the case of competitive-based pricing, depends upon competitor price and the market mechanism. (Kotlet, 2003; Dibb et al. 2006). In the case of the Pepsi ®, company sets great stress on these elements, which will be discussed briefly, THE PRODUCT VARIABLE: Product variable involves, creating a product keeping customers wants and need in view. (Dibb et al.2006). Pepsi ® A Consumer Product Pepsi ® is a consumer product. People buy Pepsi ® for the personal consumption. So the attributes of people affect this product very much. Peoples liking and disliking, people views about themselves, their views about the product, product positioning in the peoples mind, their taste, preferences, habits, income are some factors, which affect the sale of the Pepsi ®. Category __ Convenience Product Pepsi ® falls in a category of convenience product because of Low price Widespread distribution, convenient locations. Mass promotion by the producer. Product Attributes Quality: Normally consumer category products are very quality sensitive. Pepsi ® is a drink for refreshment and thirst quenching, therefore; the company must focus on the quality level. PRICE VARIABLE: According to Dibb et al. (2006) Price is very a sensitive issue in the case of every product. It is also a major threat in the competitive market. Sales figures are unusually affected if the pricing for the product is not set according the considerations. It is a common experience that Low-Price strategy is normally used to gain a high market share. This strategy is especially useful for the case of new product. (Kotler, 2003) Also High-Price strategy is also set for the purpose to perceive the customer, a product of high value. (Kotler, 2003) Based on the above assumption, we can say that prices affect the people perception about the product. People perception is very important in the purchase decision. Customer buys the product about which they perceived that it is the better product. Event-Based Pricing Pakistan Beverages Pvt. LTD also makes use of the special events in Pakistan. One of the most important events in the Pakistan is RAMADAN. The price of Pepsi in the season of Ramadan in normally less as compared to other seasons. But this special price is normally on the 1 and 1-1/2 liter bottles not on the 250ml. Pricing Strategies: Different pricing strategies exist for different marketing purposes. So marketing objectives plays a significant role in the determination of pricing strategy. Market-Penetration Strategy: Every firm can easily gain a large market share if it provides the better value that justifies the cost of the value. Pepsis pricing strategy is based on the marketing penetration strategy in order to become a market leader in the beverage industry. Positioning Strategy and the Price: It is a general practice that product price is set according to the product positioning. Product positioning gives an imagery of the product i.e. whether the product is luxurious or the convenience product. (Kotler, 2003) Pepsi ® is positioned as a consumer (convenience) product and people buy this product frequently with little involvement, comparison. Pepsi ® is positioned as a drink for thirst quenching and refreshment. So it cannot charge a high price for the product because several substitutes exist in the market. PLACE/DISTRIBUTION: Place Utility Concept: The product must be available at a convenient place for the customers ease (Dibb et al. 2006). One of the most important Concepts is the place utility. One of among several reasons to get a big market share in the Karachi market is the mass distribution by the company. It has been observed that people value the availability of the product. Thus the company follows an Intensive distribution strategy to make the product available everywhere. Distribution Strategy: Pakistan Beverages LTD has a very strong strategy for the distribution of the product. Company knows the importance of the distribution network in this competitive environment. Thats why a proper distribution network is working under the control of Pakistan Beverages Ltd. Intensive Distribution: Intensive distribution is to make the product available at all possible locations (Dibb et al. 2006). Company believes in the Intensive distribution of the product. What makes the Pepsi ® to adopt this strategy is the nature and category of the product because this product is consumed with little or no involvement so one of the great factors which affect the sales of this product is the availability of this product. PROMOTION: Promotion activities refer to the communication activities used to inform consumer about the product (Kotler, 2003). Integrated Marketing Communication Strategy: Pepsi ® is convenience product and it falls under a category of habitual buying behavior. There are many substitutes of Pepsi ® in the market. People buy this product with little involvement. So this kind of products usually requires a well-established promotion strategy. Pepsi ® is also involved in the heavy promotion of this product. So in order to make its promotion and communication more effective, it uses the integrated marketing communication strategy. Promotion Mix: Pepsi ® uses different promotion tool for the promotion of this product. The selection of the tool depends on the nature of the type of promotion Product Life-Cycle Stage: A companys strategies change according to the product life cycle stage. (Kotler, 2003) Promotions for the products in different stages require different promotion strategy. The product, which is in the introduction strategy, requires heavy promotion strategy to create awareness about the product. In the same way, products in the different stages require some other strategy. Since Pepsi is in the middle of the Growth and Maturity stage, the company uses a Push strategy. . Figure: 1.2 (source: Kotler, 2003 pg, 328) Push Strategy: A push strategy refers to, making use of the companys sales force and promotional activities to create consumer demand. (www.tutor2u.net) Company uses a push-strategy for its product Pepsi ®. Company builds-up the consumer demand by different means i.e. by advertising, sales promotion and consumer promotion, so that the product can be easily pushed through its channels and outlets. In promotion, Pepsi ® focuses on two areas, Sports Music In sports, Pepsi ® gives adequate coverage to cricket, which is the most watched sport in Pakistan and Music, by making Leading Cricketers such as Wasim Akram and Shahid Afridi endorse for the product and as well as Pop singers such as Hadiqa Kiyani promoting Pepsi. Tools of Promotion Another major decision is to determine which tool for the promotion is to use. Some of the tools for the promotion are given below. Advertising: This tool is quite successful for the past few years. Company uses this tool to promote its product among its customer. Advertising Objectives Persuasion: The main primary objective of the advertising of the Pepsi ® is to persuade the consumer to buy this brand. Pepsi ® advertises through the following media: Magazines and newspapers. Radio and television. Outdoor displays (Posters, billboards, signs and skywriting). Pepsi ® conducts advertising to achieve the following benefits: Long-term build up of the Pepsis image Institutional advertising. Long-term build of the brand name, Pepsi ® Brand advertising. Information dissemination about a particular sale (price reduction) or event (new promotional scheme) Classified advertising. (Kotler, 2003) (Please refer APPENDIX 3(A) for brand image and brand identity) RECOMMENDATIONS AND CHOSEN MARKETING STRATEGY: Pepsi is the leading soft-drink brand of Pakistan. Currently all the efforts done by the company, are keeping Pepsi as a market leader however, the company should adopt the following in order to maintain its share and to remain aggressive in the market. ANSOFFS MATRIX: INTENSIVE STRATEGY: The company has already adopted the strategy of Market Penetration through, advertising and pricing however, there is a very little development of Pepsi in the other two strategies: PRODUCT DEVELOPMENT: It is a strategy to increase sales by either developing new products or by making an extension of the current product. (Dibb et al. 2006) Although Pepsi has been in Pakistan from a long time, it has done very little in order to launch new products as already launched in other countries. Pepsi should think about extending the current line of Pepsi to the decaffeinated Pepsi as well as brining other flavors of Pepsi in Pakistan. Expand into Healthier Products: Many consumers are seeking to lead a healthier lifestyle, reducing fat and sugar in their diets. It should, launch Tropicana and energy drink products in Pakistan. Because of the increase in the consumer health awareness, the rise in sales for these markets has steadily grown over recent years. MARKET DEVELOPMENT: Product development is a strategy to improve sales by introducing current products in new markets. (Dibb et al. 2006). PEPSI is right now, catering most urban and some rural areas. Pepsi should reach the old age people and rural places like those in Balochistan and NWFP which remains uncatered. MARKETING MIX: Although the marketing mix of Pepsi is very good, the alternatives and recommendations mentioned above can go with the same marketing mix but, however, it should i

Drugs And Alcoholism: Why Are Teenagers Involved? :: essays research papers

Adolescence is much like a midpoint in ones life; when a person is neither a kid nor an adult. At this period, teens have passed the age when they were called kids but are not yet qualified to be adults. Teenagers want to think like adults, behave like adults and also start to view themselves as independent beings in decision making. All this hormonal changes also come with the negativity of maturity such as drugs and alcohol. The statistics below show that the percentage of teenagers using drugs and alcohol in the last decade has increased. Why is this? The answer is that teenagers are under pressure by their peers, mass media and also the influence of parents. 8th-Graders10th-Graders12th-Graders Marijuana22.2%40.9%49.7% Cocaine4.77.79.8 Inhalants15.417.019.7 LSD4.18.512.2 Heroin2.02.32.3 Alcohol52.170.680.0 Cigarettes44.157.664.6 Peer pressure plays a major role in the harmful behavior of teens. Teens who want to fit in among their friends are most especially prone to this. They try to make friends and they get friends as much as possible. Of these friends there are the good ones who give them the knowledge and information you want need or inquire and there are the ones who give them information about not too good things like drug, alcohol, parties, e.t.c. This influential communication between a teen and his/her peer may be directly or indirectly. Directly such as conversations with their friends or indirectly such as listening to classmates discussing of a party which occurred a night before. Then they begin to mention alcohol, drugs and violence obviously from what have experienced they talk about it in a way possible. Then you would like to see how good it is the next weekend you go to that kind of party. If you can not resist such as a temptation you will begin to do harmful deeds that will definitely ha ve adverse results in the future. Let’s not put all the blame on teens and their peers alone. The mass media is also responsible in an understandable way. The media has proven to be a lot damaging than useful in the type of information meant for mature audience but end up with the immature audience. Soap operas and frivolous shows shown on TV contain immoral and untrue images of the world as it is more of the writer’s imagination or the way directors direct them to act. Most teenagers are probably old enough to watch this shows but not mature enough to comprehend with the fictitious nature of movies and soap operas.