Group Roles and the Nursing Process

The learning process in health care had revolutionized through time. Consequently, electronic communication and data storage have become critical in health care. Nursing education has been in demand for the past years and increasing dynamically in this aging world. Thus, the proper training and attitude must be inculcated from nursing students to registered nurses. Under nursing guidelines, there are six recognized phases of the nursing process. These are data collection or assessment, diagnosis, identification of goals or desired outcomes, planning of interventions, implementation of treatment and care, and evaluation. Each step is important to be accomplished accurately and properly since we’re dealing with human health, a human life. Each of these phases usually has additional steps. For example, diagnosis implies interpreting data, relating data to other data, formulating hypotheses, determining additional data needed to test hypotheses, and so on. The data collection or assessment is the systematic gathering of information about the strengths and weaknesses of the patient. These include objective and subjective data. The objective data are the ones observed by the nurse herself while subjective data are those observed by the patient or his relatives and friends. The nursing diagnosis is the description of the patient’s health status, which contains the etiology and defining characteristics of the patient’s disease. In identification of goals or outcomes, it must be patient-centered, realistic, specific and measurable even in a limited time. A careful planning of the interventions that will be done must be considered. These interventions might be initiated by the nurse herself, the physician, or other provider in the health care team. The implementation of the treatment and care is a part of intervention already and this must coincide to the set of goals or expected outcomes. An evaluation must be done to assess if the goal was met. If not, identify the possible steps or decisions that hinder in the achievement of such goal and learn from it. With such complex nursing process, cautious division of duties must be planned and done for process optimization. Hence, group role is a common practice in actual nursing duties. The responsibility is given based on the individual’s familiarity of the work and confidence in handling such work. It also requires accepting responsibly a variety of group roles, participating actively on the clinical rotation’s plan, staying on task, respecting different ideas, and disagreeing to ideas and not to the person whenever necessary. It is then relevant to know how to socially interact in a nursing environment. The usual group roles in such environment are manager, recorder or checker, skeptic, and energizer or summarizer. As a manager of the nursing team on a given shift, you must keep your team on track, direct them of the steps for completion of the tasks, and make sure everyone participates. As a recorder, act as a scribe for the team and make sure everyone agreed on the plans and actions being discussed. As a skeptic, help the team to avoid coming into agreement quickly and make sure all possibilities have been explored. Try to give alternative ideas too to make sure goals are achieved and well-polished. As an energizer, uplift the spirit of the team when things go low especially in cases where there are tough or vital patients. Summarize also what has been discussed and concluded by the team. The time must also be considered when assuming group roles in accomplishing each phase of the nursing process. Since human life is crucial and imperative, each second you lose or you waste is also the same second you will never get back. Just think about it. It could have weaved another chance or a longer chance for the patient to stay with his loved ones. References Goossen, W. T. F. , Ozbolt, J. G. , Coenen, A. , Park, H. , Mead, C. ,Ehnfors, M. , and Marin, H. F. 2004) Development of a Provisional Domain Model for the Nursing Process for Use within the Health Level 7 Reference Information Model. Journal of American Medical Informatics Association [Internet]. May–June, 11(3), pp. 186–194. Available from: [Accessed 20 January 2007]. Joubert, T. (n. d. ) Roles and social interaction. Hagar [Internet]. Available from: [Accessed 20 January 2007]. Mount Mercy College. (n. d. ) Nursing process guidelines [Internet]. Version 8. 19. 1. Iowa, MMC. Available from: [Accessed 20 January 2007].

Case Study on Charlotte Beers at Ogilvy & Mather Worldwide Essay

Being successful in change implementation, the change strategist should understanding the need to change, able to develop a direction that lead the crowd to move forward, obtain support from implementers and recipients and set up plans and structure that facilitate change and encourage continuously improvement. ! Able to understanding the need to changes Charlotte Beer as the change strategist successful understood the challenges facing by O&M externally and internally. Advertising industry was going globalized and customers demand â€Å"better service at lower cost†. Strong competitions in the market threatened O&M business by taking away their important clients. Internally, O&M was unable adapt to the changing demand. Operating cost and agency fee was high while quality of work diminished and cooperation was limited among staffs. Therefore, Charlotte Beer adopted â€Å"Re-creation†, change the Company values and strategy to tackle threats. ! Successfully set up a common vision and encourage moving forward Beers worked out a vision with a group of change leaders and set up a clear direction focusing on brand stewardship. The vision â€Å"To be the agency most valued by those who most value brands† imbed the belief of brand stewardship and visualize how excellent O&M should be in future. It is encouraging, easily remembered and it leads employees’ direction to brand-orientated. However, there should be more elaboration and it was good that Beers provided some ideas on how to achieve it as well as the culture and behavior the company appreciated. This made a good start for the change program. ! Implementation plan can hit the objective and remove O&M from urgent threats. Beers had set some objectives which help to tackle the most urgent problems. Besides setting up a new direction, she needed to gain back the clients by improving the output emphasizing value of brand as well as made better use of resources. No doubt, Beers and her appointed implementers had successfully worked out brand stewardship and gained back the support from multinational clients which not only secured O&M business but also brought encouragement to the Company. By setting up WCS, hoping centralization leads to better use of resources and provide better and standardize service. Structure and system hinder the practice of Brand Stewardship Beers’s plan able to release O&M from immediate threat, but in long-run the change was not fully implemented and substantive. Beers should urgently addressed the tensions between WCS and local agencies due to job allocation, resources distribution and reward system as it discouraged the change recipients to practice brand stewardship and perform well in their job. This would affect the efficiency, waste of resources as well as affect the clients. Beers should refine the structure and redesign the work process to encourage cooperation by better define of duties, enhance flexibility, and impose a compensation system that reward contribution on brand stewardship. Limited support from implementers and recipients One person cannot make the change happen. During vision set up stage, Beers  successfully created a change team and appointed some implementers to carry out her plan. However, Beers needed to go further in communicating and enhancing commitment of the change team so that they could fully understand brand stewardship and to cultivate this culture in O&M. Furthermore, brand stewardship was not fully translated to employees, as they don’t have a structure and policy to guide them and not enough role models they can look up to as executives are not fully committed in brand stewardship either. More training or promotion campaign should be organized. Reinforce brand stewardship To walk the talk is important. Beers could continuously reward and recognize the behaviors that demonstrated brand stewardship so that people mindset would change gradually. To conclude, Beer’s change implementation was successful in short-run but to sustain the change and correct the defect, she needed to institutionalize the change continuously. Reference Todd D. Jick & Maury A. Peiperl. (2011). Managing Change Cases and Concepts (3rd ed.).New York: McGraw-Hill Education

Lancôme Marketing Plan Essay

I. Executive summary: Lancà ´me is preparing to launch a new anti-aging cream concluding the perfect result of 10 years exploring in lab and be recommended as â€Å"A miracle elixir exists†, the Absolue L’Extrait, in Vietnam cosmetic market. Our product offers a competitively unique combination of the latest advanced technology in dermal stem cells and great beauty effects after testing and launching in other countries. We are targeting specific segments in the consumer and taking advantages of opportunities indicated by the huge demand for beauty in such a dynamic economic. The primary marketing objective is to achieve first-year Vietnam sales of 10,000 units. The primary financial objectives are to achieve first-year sales revenues of $3.5 million and break even early in the second year. II. Current market situation: Lancà ´me is founded in 1935 by Armand Petitjean in France. From the beginning till now, Lancà ´me has brought beauty for women in 160 countries worldwide through 28.000 retailers and stores all over the world. After gaining a large amount of market shares in European market and become a market leader, Lancà ´me turns the target into Asia, and Vietnam in special. Penetrating in Vietnam in 2006 through the only retailer channel- Parkson, Lancà ´me has gained a certain amount of market share and has occupied a strong position in the eye of the upper- class. However, we also have to compete with some strong brand names in cosmetic about pricing and gaining customer’s loyalty such as Clinique which is the pioneer in dermatologist-developed cosmetic brand. Exploring that most of Vietnamese women (about 75%) care much more about skincare than makeup, the newest product which is in the expansion of the premium ABSOLUE line – Lancà ´me’s Absolue L’extrait, will be about to launch into Vietnam market and possess a strong advantage to differentiate from other competitors. 1. Market description: Method: Concentrated marketing Absolue L’Extrait is a new- launched and luxury product, therefore concentrated marketing help the company gain a strong market position. Table 1: Segment Needs and Corresponding Features/Benefits of L’Extrait Cream Target Market| Customer need| Corresponding feature/ benefit| Upper- class women| A cream can slow down and push back the aging process.A therapy can bring them back to the confident and youth like they were before.| Rose stem cells extracted from the Lancà ´me Rose are claimed to be capable of â€Å"stimulating human dermal stem cells†. The formula will also contain Proxylane, a proprietary anti-aging active ingredient of L’Orà ©al.| 2. Product Review: Absolue L’extrait is the latest anti-aging cream of Lancà ´me as well as the first product to feature a high concentration of a kind of native cells-rose stem cell. Rose stem cells is said to be extracted from the Lancà ´me Rose- a species specifically created for Lancà ´me in 1973 and resisting various environmental aggressions (cold, insects†¦). It is claimed to be capable of â€Å"stimulating human dermal stem cells†. Each 50 ml jar of formula is claimed to contain â€Å"2 million rose stem cells†. Apart from the rose stem cells, the formula will also contain Proxylane, a proprietary anti-aging active ingredient of L’Orà ©al. The jar is sold with a massage tool – the â€Å"massage petal applicator† – developed with the Lancà ´me Institute. It is claimed to alternate hot and cold effects for stimulating the skin to invigorate it, activating microcirculation and promoting a better penetration of the formula’s active i ngredients. As a global anti-aging formula, it is claimed to have a significant efficiency on the â€Å"seven major signs of aging† said by Lancà ´me to be: – Forehead wrinkles – Frown lines – Crows’ feet – Under-eye wrinkles – Nasolabial fold – Wrinkles around the mouth – Facial slackening *The testing and trial process: The formula has been tested on 42 women, half of them having sensitive skin. Results were observed after 11 weeks. This is quite unusual, since most of skincare products are tested on a 4 week basis. This is a trick to obtain better results to claim – the longer you use a product, the better are the results. Since its creation, Absolue has always extended the limits of science and creativity to incarnate a quintessential and aristocratic femininity; one that is full of grace, sophistication and elegance. More than luxury, this is an inspiring philosophy for the most demanding women in the world. 3. Competitive Review: Recently, because Vietnam’s economic has a great development and living standard is gradually increasing, the needs to be beauty and health caring are rising rapidly. Because of the working pressure and environment pollution, women nowadays have wrinkle faster and faster. With these reasons, the anti-aging cosmetic market is really potential. Key competitors include the following: * Cle De Peau: A Japanese brand which was only established for the last 30 years. + Product: having knowledge about the Neuro Skin Theory: â€Å"Skin has a brain of its own† and the discovery of the leukemia network of the skin, it can be said that Cle De Peau anti-aging products are the most effective and best-seller anti-aging product in Vietnam at the moment. + Strong: ââ€"  Potential to be the most understanding Vietnamese’s skin (a Asia brand) ââ€"  A clean operation history ââ€"  High customer loyalty ââ€"  Advanced technology + Weakness: ââ€"  The most expensive product ââ€"  Small distribution channel * Està ©e Lauder: This America brand entered Vietnam only for 7 years (since summer 2005) but it already has a stable position in the cosmetic market with a convenient distribution channel (2 stores in Hanoi and other 4 in Ho Chi Minh City). + Product: applied the exclusive DNA technology, the anti-aging serial of Està ©e Lauder have a superior position which gains over 70 global awards and over 20 global certificates. + Strong: ââ€"  Està ©e Lauder is a company with bright and long history which creates a trustful strong famous global brand. ââ€"  The advantage of continuously improving technology ââ€"  Reputation products ââ€"  Convenient store in beauty places ââ€"  Wonderful employees and services + Weakness: ââ€"  Scandal of models representing as the face of Està ©e Lauder (Carolyn Murphy, etc.) ââ€"  Be doubted of using child-labors ââ€"  The CEO is doubted of poor executive ability which leads to the impaired of this brand. * Clinique: A brand developed by dermatologists of Està ©e Lauder Company but unlike Està ©e Lauder, Clinique already appeared in Vietnam from 2001 and having a larger distribution channel (9 official stores in the 3 biggest cities of Vietnam: Hanoi, Haiphong, Ho Chi Minh City) + Product: Clinique products can be suitable for every skin’s kind with its natural origins cosmetics. + Strong: ââ€"  Reputation brand in over 130 countries ââ€"  Developed by dermatologists ââ€"  Being a professional in online business, which even has a tracking and advising system for customers ââ€"  All products have been Allergy Tested and 100% Fragrance Free. ââ€"  The first one who approached Vietnamese customers ââ€"  Reasonable price ââ€"  Large distribution channel + Weakness: ââ€"  Average skin care product quality * Kanebo: Officially appeared in Vietnam in 2003 through Exclusive Distributors – Trade Co., Ltd. L & K. This Japanese brand already has 9 official showrooms in Vietnam (2 in Hanoi, 1 in Haiphong and other 3 in Ho Chi Minh City). + Product: According to Kanebo theory of the structure of skin, the â€Å"Adhesive Technology† is the way to have an excellence skin. + Strong: ââ€"  Over 110 years history brand which already presented in 51 countries. ââ€"  Finding out â€Å"Rhodomyrtus Tomentosa† essences which have oxidation activity that help rebuild DNA ââ€"  Large distribution channel + Weakness: ââ€"  Accounts scandal ââ€"  Still be a quite small brand in global market * â€Å"Hang xach tay†: Not really a specific brand, â€Å"Hang xach tay† is a new trend in commodity trading in Vietnam nowadays. â€Å"Hang xach tay† operations base on the products which flight attendants or pilots or even shop owners’ acquaintances brought back after each time they went abroad. + Product: Diversified brand names, products, origins and quality. In Hanoi, â€Å"Hang xach tay† has a venue at the â€Å"Aviation Street† (Nguyá »â€¦n SÆ ¡n St.) + Strong: ââ€"  Having stores in every cities and provinces of Vietnam ââ€"  Having many online retailers ââ€"  Lower price than official distributors of brands because the shop owners do not have to pay the tariffs and other non-tariff fees. + Weakness: ââ€"  Unclear origin (can be fake) ââ€"  A large amount of â€Å"Hang xach tay† is almost out-of-date or old fashion products. Despite this strong competition, Lancà ´me can carve out a definite image and gain recognition among the targeted segments. Lancà ´me’s Absolue L’Extrait is considered as a magical product which is produced by the most advanced and unique technology in the world nowadays. It is a breakthrough after 10 years searching and developing from Lancà ´me, a famous reputation brand. Thus, Lancà ´me’s Absolue L’Extrait will have an absolute competitive advantage among other products. The most potential competitor of Lancà ´me’s Absolue L’Extrait in Vietnamese anti-aging market is Cle De Peau. However, Cle De Peau’s La Cream U still has some weak side such as it is the most expensive cosmetic product in Vietnam market. Moreover, unlike Lancà ´me’s Absolue L’Extrait, even you have already used La Cream U for night care, you still need other lotion for day care for the best result. In short, Lancà ´me’s Absolue L’Extrait has the newest advance technology in cosmetic industry, more suitable price and gives better result. 4. Channel and Logistics Review: Because Lancà ´me has entered Vietnam for 6 years, the distribution channel is still quite small. 5. Retailer stores: Lancà ´me has been opened 6 stores (in which four stores in HCM city and two stores in Hanoi) at Parkson (the retail arm of The Lion Group): + Parkson Saigon Tourist Plaza – 35Bis-45, Là ª Thà ¡nh Tà ´ng St., Bá º ¿n Nghà ©, District 1, HCMC. + Parkson Hung Vuong Plaza – 126 Hung Vuong St., District 5, HCMC. + Parkson Paragon – 3 Nguyá »â€¦n LÆ °Ã† ¡ng Bá º ±ng St., Tà ¢n Phà º, District 7, HCMC. + Parkson Flemington – 184 Là ª Ä Ã¡ º ¡i Hà  nh St. , District 11, HCMC. + Parkson Viet Tower – 198 Tà ¢y SÆ ¡n St., Trung Liá »â€¡t, Ä Ã¡ »â€˜ng Ä a District, Hanoi. + Parkson Landmark – 72- Keangnam Tower, E6, Cá º §u Giá º ¥y new urban areas, Má »â€¦ Trà ¬, Tá » « Lià ªm, Hanoi III. Strengths, Weaknesses, Opportunities and Threat Analysis 1. Strengths: 2.1. Exclusive biotechnology process: Lancà ´me has now succeeded in cultivating stem cells from this rose, which can be multiplied infinitely by a biotechnological procedure called Fermogenesis, which provides each stem cell with a gentle growth environment, which preserves its own metabolic rate and all its regenerative potential. 2.2. Unique and precious components: The key component is a new active ingredient – Lancà ´me Rose stem cells – obtained through an exclusive biotechnological process. These rose cells are claimed to be capable of stimulating human dermal stem cells, which are found in the deepest layers of the skin, and play an essential role in the renewal of the fundamental layers of the dermis. In addition, the anti-ageing formula is delivered within a pearly pink cream-elixir, which changes its texture on application to melt into the skin. It is scented with notes of rose, bergamot, pink peppercorns, jasmine, freesia, woods and musk. 2.3. Extra â€Å"message petal† applicator: In addition to a superior anti-aging cream, there is a message petal applicator to motivate its benefits. Specially designed for a dual ritual, it features a black warm side to pick up and apply the elixir, and a golden cord side for smoothing and massaging the product in to skin. 2.4. Good distribution channels: From the successes in the first store in Ho Chi Minh City, up to now, Lancà ´me has been opened 6 stores (four stores in HCM city and two stores in Ha Noi) and have intended to open new store in Hai Phong. The market share in 2009 increased 3 times than 2 years ago. Lancà ´me store are located on well-known shopping centers such as Parkson, which are highly attractive and convenient for knowing and buying product. This factor is one of the most important factors that have assisted them to maintain their high market share in premium cosmetic market. 2. Weakness: 3.5. Small-scale targeted segment: Target only on Adults but not for Youngsters. Like some other products, Lancà ´me’s Absolue L’Extrait has target segment only of adults who have high standard not for youngsters who are the majority of Vietnam population 3.6. Pricing: The product is charged with the higher price in comparison with others in the same product line of our competitors. It is a result of unique and valued features of the product. 3. Opportunities: 4.7. Open market: The economy of Vietnam is growing rapidly and living standard of Vietnamese is improved very much. As a result, Vietnamese women will care more about their health as well as their beauty. They will spend more for skin-care products. It is an open market for Lancà ´me to develop their luxurious products. 4.8. Increasing targeted customers: The targeted customer of Lancà ´me is the upper class. As a result of development in economy and globalization, there are more and more the rich, who are willing to pay much for luxurious line of product, in Vietnam. 4.9. The development of distribution channel: * Parkson, the main distribution channel of Lancà ´me in Vietnam, is developing and becoming more and more popular here. It once succeeded in helping Lancà ´me increase their market share in some Asian countries, especially in China, where has some similarities in economy and society with Vietnam. * The development of the Internet makes it easier for customers to access to Lancà ´me’s website and find information about products. They also can buy products they want through the Internet conveniently and fast. 4. Threats: 5.10. Increasing competitors: More corporations with famous brands are entering Vietnam market with high-quality cosmetics that offer some but not all of benefits provided by Lancà ´me. Some of them have lower price in comparison with Lancà ´me’s Absolue L’Extrait. Beside these official competitive companies, the product also has to cope with another kind of competitor called â€Å"hang xach tay†, which provides cosmetic products from abroad with cheaper price and is very popular in Vietnam nowadays. 5.11. Effects of global economic crisis on Vietnam economy: The crisis on global economy has certain impacts on Vietnam. One of them is effects on people’s spending habit. Due to pressure on difficulties in economy, customers will buy fewer goods and they only buy necessary goods. As a result, luxury goods like Absolue L’extrait will not attract many people, even the rich. That will be a resistance to Lancà ´me’s revenue. IV. Market-Product Focus: This section describes the three- year marketing and product objectives for Lancà ´me’s Absolue L’Extrait Cream. It includes a description of our target markets and our product differentiation strategies. 1. Marketing and Product Objectives * Non-financial Objectives * Launch product by July 2012 – with distribution primarily in Parkson department. * Gain a 10% market share among existing anti- aging products. * Sell a minimum of 10,000 units in the first year, with at least 25% increase in sales in the next 2 consecutive years. * Financial Objectives * Generate at least $3.5 million in revenue during the first year. *Increase profit growth by at least 10% per year for the next 3 years. 2. Target Market For our product, we focus on targeting the end users, as these consumers make the decision to purchase. Our target market is professional women over the age of 30. These women are concerned with the signs of aging and trust Lancà ´me, as they believe Lancà ´me is devoted to quality skincare products. These professionals earn upper income and live in urban areas. They are buyers of fashionable clothing, premium products and shop in upscale department stores. 3. Product differentiation Product differentiation is the significant other half of product positioning: the two must work together to achieve success. Many manufacturers offer creams that are designed to reduce the sign of aging around the face. Thus, it is detrimental to the success of a product that it carries addition benefits and features that make it more attractive to the consumers than the industry alternatives. Absolue L’Extrait differentiates its self from its competitors through the advantages listed below: * Unique formula with our most powerful regenerating ingredient, Lancà ´me Rose Native Cells. * Well-research through 10 years. * Strong brand equity. * Easy to obtain through upscale department stores where our target customers usually go shopping. * Backing from strong parent company, L’Oreal Companies, Inc. V. Marketing Strategy: 1. Product Strategy: Our product strategy for Lancà ´me’s Absolue L’Extrait Cream is â€Å"Product differentiation†. Products designed by our competitors to reduce the signs of aging have over and over proved to be ineffective. With Lancà ´me’s Absolue L’Extrait Cream, we will change this notion. Women can experience Lancà ´me’s revolutionary skincare innovation and our most powerful regenerating ingredient, Lancà ´me Rose Native Cells. As described in the earlier Product Preview section, our star ingredient, Rose Stem Cells, is claimed to be capable of â€Å"stimulating human dermal stem cells†. The natural regenerating potential of plant stem cells and the self-renewal of the skin’s own dermal skin cells provide a double boost deep in the skin’s makeup, resulting in a smoother, more radiant and more youthful appearance. 2. Pricing Strategy: â€Å"Lancà ´me’s Absolue L’Extrait Cream is considered the most advanced product; it brings efficiency proportional to its value†, according to Youcef Nabi, president of Lancà ´me company. The suggested retail price for this product will be $385, the price that is slightly higher than our major competitors. The perceived benefits of our product are high with respect to the price, therefore Lancà ´me is taking on a value- pricing strategy. Figure 1 Price/Value Map for the Lancà ´me’s Absolue L’Extrait Cream As shown in Figure 1, our product is in the Fair Value Zone at the Premium point. We can use this value-pricing strategy based on certain conditions. First, the superior quality of our product and our brand, Lancà ´me, will support the higher price that our loyal customers will trust and buy this product. Second, our target customer, upper-class women, will care about the value rather than the cost of the product they purchase. Finally, competitors cannot be able to enter the market because of our unique formula in the cream, therefore they cannot undercut our price. By using this strategy, we believe we will be able to gain a considerable amount of market share. 3. Distribution Strategy: L’oreal Vietnam company is the main distributor of Lancà ´me in Vietnam. Our channel strategy is to use exclusive distribution, which enhances Lancà ´me’s image and allows higher markup. We focus on marketing the cream through our chain of Lancà ´me stores in Parkson department stores. Parkson has eight modern and successful department stores, 4 in Ho Chi Minh City, 2 in Hanoi, which are big cities of Vietnam with large proportion of high income people. Moreover, it is obvious that most of Vietnamese citizens perceive Parkson as a special location for shopping luxury, expensive and high quality goods, creating advantage for Lancà ´me to build strong brand in Vietnam and reach our target customers – upper class women.On the other hand, it is unfortunate that our company has not yet established Vietnamese official Lancà ´me website so we can’t serve customers direct purchase. 4. Marketing Communication Strategy: Our company will follow the concept of integrated marketing communications-blending the promotion tools into a coordinated promotion mix. 5.1. Advertising: Instead of using means like television or radio, we choose Magazine and LCD advertising as the main media vehicles. Regarding using magazine, the objective of our company is to take advantage of well-known, expensive magazines about beauty, whose readers are women aged average 27 years old. According to the recent research we have collected, the company decide to market through 3 famous magazines- Elle, Her World and Heritage Fashion: + Elle: a worldwide magazine of French origin with 140,000 readers over 20,000 publications in Vietnam. The age of reader is above 27, which is suitable for the company’s strategy. In this magazine, we will place our full-page advertisement about L’extrait cream in the fourth cover in order to take readers’ attention efficiently. + Her world: monthly special issues by Sun Media company who bought the rights transferred from Singapore Her World magazine .It is becoming more and more famous thanks to Vietnam’s Next Top Model contest. Our company will contract with Sun Media representative to launch our lasted product –Absolue L’extrait cream in the same position as we have in Elle magazine. + Heritage fashion: In-flight magazine for Vietnam Airlines .The purpose of ours in marketing in this kind of magazine is to reach female customers in domestic flight of Vietnam Airlines. To avoid missing key customers who don’t have time to read magazines as Elle and Her World, Heritage Fashion is an ideal choice to introduce to them our new product when they spend time to relax during their flights. *Months of publication: February, April, June, August, October, December. In addition, we plan to use LCD advertising in our marketing strategy. The video of product will appear on LCD screens of Parkson department stores, which are placed in elevators or the halls. The customers will passively access to our product without purpose. This method is more effective than Television advertising. 5.2. Direct Marketing: +Website: along with working with Elle in marketing in magazine, we also like to put banners about the product at the corner of the main website of Elle: http://www.elle.vn/ and Parkson: http://parkson.com.vn, which will lead the customers directly to our company Facebook page providing detailed product‘s information. Absolue L’extrait‘s features and price will be updated in Parkson website as well. Furthermore, the company will put the news of Absolue L’extrait in the front page in our Website so that our loyal, potential and first- time customers can easily approach to the product. +Online Social networks: Facebook is the best choice for online marketing in Vietnam because most of Vietnamese internet users have one or more Facebook account while Twitter seems to be ignored here for some reasons. Therefore, our company will place the introduction of Absolue L’extrait as special event on Facebook page and update as well as answer the questions about this product. 5.3. Sales Promotion: +Displays and demonstration: We will send each of our retail stores large color advertisement to display in the stores as well as small brochures explaining our product and its feature in Vietnamese. The display needs to emphasize that Absolue L’extrait cream is the most innovative and luxury product of Lancà ´me. +Sample: Another method is that samples will be available to consumers, this is a great way to â€Å"try before you buy†. Sampling develops a loyal consumer because the customer will only return to purchase the product if she genuinely liked it. Our company will give limited number of samples to customers who purchased over 3 million Vietnam dong. The sample will begin to be handed to consumer 1 month before the introduction of the product. 5.4. Personal selling: The company will provide salespeople about detailed information of the product such as superior features and advantages to give the useful advice to customers. Besides, since Lancà ´me entered Vietnam market in 2006, the brand has had substantial amount of loyal customers who have strong belief in our product. Lancà ´me salespeople are also well trained to build and maintain close relationship with those ones. These sale consultants will contact with the potential customers about the presence of the latest product- Absolue L’extrait anti- aging cream . Their interpersonal communication skills help them to deliver a clear, concise and consistent message to your prospects about the product and give the reasons why they should purchase it, basing on the salespeople’s understanding about them. Counter salespeople need to gather customer information and follow up with the each customer 3 days after the samples are given to insure effectiveness otherwise its money down the drain. 5. Marketing Organization: Marketing organization will reveal the overall outlook about how the marketing campaign operates and how it gains success. Ms. Sonia Chiu, the chief marketing officer at Asian Region, is in charge of planning and designing a general marketing strategies and handing it over to the subordinators within the supervision. * Marketing development and project manager, one of the sub-division of marketing organization, will work in collaboration with the advertising agency with whom they develop the advertising material for the launch (3 main magazines: Her world, Heritage fashion, Elle). This division also work with the packaging design agency, press relations and internal communications staff. * Regional manager are responsible for the sales targets set by the Group, pursue the sales promotion and need to have the capacity to analysis your results so as to allow you to imagine and to conceive corrective operational strategies when required. * Store marketing manager investigate any and every alternative distribution network opportunity (street merchants, Internet, etc.) and work on negotiations, for example about the promotional campaigns delivered through distributing brand stores. * Distributing manager is one subordinator who carries out the logistics and distribution of new- launched product through the only retailer channel – Parkson. This division will take action under the leading of store manager. VI. Action Programs: The company decide to launch Absolue L’extrait in July 4th, 2012. Following are summaries of the action programs we will implement in six next months since this June 4th, 2012 to achieve our stated objectives. June. Pre-launch action month: From June 4th, 2012. The campaign will officially begin in all 6 Lancà ´me stores in Parkson’s malls. The Vietnam L’oreal company will send representatives to each one to help decorating with the image of Absolue L’extrait appearing in the stores. The leaflets are going to be placed in cash desk. These actions are to be implemented early in order to attract the customers ‘curiosity. We also want to initiate the method â€Å"try before you buy† to our customers, therefore, the samples will be sent to V.I.P and customers with above 3 million product bill until the end of June. Counter salespeople need to gather customer information and follow up with the each customer 3 days after the sample was given to insure effectiveness. Moreover, our training staff will work with sales personnel at 6 shops to explain superior features as well as advantages of the cream. On Facebook, we will set July 4th as important event and provide the product’s information. We plan to write an article introducing new anti-aging cream of Lancà ´me -Absolue L’extrait and publish it on double page spread of Elle, Her World and Heritage Fashion with detailed information.Every LCD screens in each Parkson department stores will run video of Absolue L’extrait. July. Launch month: The program of handing samples need to be ended.The product will be put at an eye catching position in the stores and the Absolue L’extrait banner must be placed in front of each shop in order to attract customers passing by. The salespeople will begin to contact to their loyal customers through phone, e-mail or a close conversation. They will try to remind consumers entering store about the appearance of the product. Advertisement will be put in the fourth cover in Elle and Her World magazine. On the main page of Elle’s website, the product’s banner will appear once people access and lead them to our Facebook page. August. The company will register to do marketing in Heritage Fashion magazine with the same position as in those 2 magazines to target business women who usually get flights and V.I.P of Vietnam Airline that usually receive this magazine. September. In this month, because the Heritage Fashion will not be published, we will continue with August strategy. The comments of customers after using Absolue L’extrait will be posted on the Facebook. October. Salespeople continue to ensure the efficiency of the product by contacting with their customers. Advertisement on magazines still goes on following to the schedule and with publication of Heritage Fashion in this month. November. Advertisement campaign will continue as September. The results of customer satisfaction surveys and feedbacks will be analyzed carefully. We will begin to collect the reply from the customers and readers of 3 magazines about the campaign to get improvement for the next marketing activities. VII. Budget ( in one year from 7/2012 to 7/2013 ) By setting objective aimed at unit sale per year is 10,000, total first year sales revenue for Lancà ´me in Vietnam is projected at $3.5 million, with a selling price of $350 per unit (without VAT), and variable cost of $300 per unit (the cost included importing tax ). The first year profit are anticipated approximately $237,400. Break-even calculation indicates that Lancà ´me’s Absolue L’Extrait Cream will become profitable after the sale volume exceeds 5,252 units in this year. The break even analysis of Lancà ´me’s Absolue L’Extrait Cream assumes that revenue in this year is $3.5 million, variable cost per unit is $300, and the estimated fixed costs is $262,600. Based on these assumptions, the break-even sale volume is: $262,600à ·$350-$300=5,252 units Breakeven sales: 5,252 Ãâ€"$350 =$1,838,200 Note : †¢ Total Fix cost = $262,600 +Cost for rent and freight cost: $35,000 +Advertising: $90,200 +Direct Marketing: $42,000 +Sale promotion: $61,800 +Personal selling: $33,600 †¢ Variable cost: $300 per unit (included import tax) †¢ Selling Price: $350 per unit (not included VAT) VIII. Controls Through this marketing plan, our corporate goals have been projected and our methods for achieving these goals have been defined. To guarantee success, the company needs to re-evaluate the progress towards these goals in each quarter to determine if our marketing plan is working properly and profitably. If it appears that we are not meeting our goals each quarter, we will need to analyze our marketing plan and make adjustments. Source Background information and market data adapted from: http://stylist.vn/tin-tuc-lam-dep/lancome-sap-sua-ra-mat-dong-kem-duong-ky-dieu.html http://www.phunuonline.com.vn/thoitrang-lamdep/2009/Pages/Lancome-ky-niem-3-nam-hien-dien-tai-Viet-Nam.aspx http://www2.lancome.com/_en/_ww/index.aspx http://www.parkson.com.vn/vi/taxonomy/term/20 http://duhoc.dantri.com.vn/c23/s156-62983/estee-lauder-muon-chinh-phuc-viet-nam.htm http://www.esteelauder.com.vn/?q=website_admin%2Fevents&menu=316|339| http://www.ytuong.com.vn/?module=detail&pid=3&id=253 http://www.lantabrand.com/cat3news3023.html http://www.clinique.vn/?q=website_admin%2Fnode%2F14%2F&menu=133

Principles of Health and Social Care Practice Essay - 1

Principles of Health and Social Care Practice - Essay Example Social and healthcare professionals working within the home also need to understand that they have a sense of duty to the vulnerable people that they serve. Service users can be vulnerable because of their cultural, religious, social, economic, and state of their physical health (British Association of Social Workers 2012). The vulnerable population in need of health and social services within the care home must have their human rights protected by care givers. In some cases, a prescribed mode of treatment for a vulnerable care service user might expose him or her to harm or possible abuse of their human rights. Social and healthcare professionals at the home need to understand all the implications of the any kind of care that they devise for each and every individual at the home.   Practitioners need to check on the merits and merits of certain care procedures before adopting them for different people that need care services at the home. This process ensures that people that are b eing taken care of are not subjected to any form of abuse by care givers. A case in point can be that of a care service user that has a terminal illness like cancer. Cancer treatment involves using chemotherapy. Chemotherapy has its adverse impacts on the health a persons especially the repeated chemotherapy can accelerate the side effects of the care service. As a healthcare or social service provider at the care home, one needs to use a consultative approach to making a decision on whether certain medical procedures can be good.

Aesthetics Essay Example | Topics and Well Written Essays - 2500 words

Aesthetics - Essay Example The interchangeability and kaleidoscopic dimensions of art is a forecast of profound divergences, aspects, and opinions in every realm of existence. Art is ubiquitous †¦ it is seen everywhere and is created by everyone. Karl Marx stated in so many words that the history of the world is the history of class struggle and while this may be true to a point, the history of the world may very well be the history and development of art and the body of philosophy called aesthetics. â€Å"In short, the history of human experience is a history of the development of arts (Cohoon 2000).† Often time’s art is representative of political ideas and statements and because of these ideas and statements, art can narrowly, and at times broadly, be construed to have definition. A definition of aesthetics is a branch of philosophy concerned with the perception and quintessence of what regards artistic merit versus lack of artistic merit. Aesthetics also concerns inquiries into whether a rtistic qualities underlie objectively qualified definitions of a particular mode or character of what constitutes aesthetics. With respect to this topic, Philosophers ask many questions about whether a work of art is beautiful or ugly (i.e., ugly meaning that which cannot be considered having artistic value), and ultimately weight in a multitude of various interpretations of what a work of art represents.

(DNRC) Essay Example | Topics and Well Written Essays - 750 words

(DNRC) - Essay Example Risk assessment procedures comprise of identifying, assessment of the threat impact, and approval of measures to lessen the risk. Additionally, risk mitigation comprises of prioritizing, upholding, and executing the suitable risk-reducing controls endorsed by the risk assessment. Finally, evaluation and assessment puts emphasis on the frequent assessment process and the important factors for an effective risk management program. Therefore, the purpose of this report is to offer practical guidance on the security and public safety committee of the DNRC on assessing risks through examining these issues and detailing the opportunities and benefits available to the organizations that embrace and implement the risk assessments to their business processes. Therefore, the Security and Public Safety Subcommittee of DNRC was headed by the Samantha Salerno who is in the United States secret service, and the sub-ordinates were Felicia Fontaine, ASAC FBI Miami, Melanie Duncan, Director Miami-Dade Police Department, Gregory Jameson, SAC ATF Miami, Robert Waters, Director Miami-Dade Fire-Rescue Department, Jean-Louis Joseph, Chief Miami Police Department, and Geoff Goldman, Chief, Miami Beach Police Department (DRNC). The aim of this committee is to ensure that it looks at the culture of the organization, the stakeholders, and the levels of vulnerability and risks of the seven critical infrastructure assets to come up with an effective risk management program. This is because the analysis will be used to manage the risks of DNRC’s critical infrastructure assets effectively and go a long way in assisting them to find out how the allocated resources will be used in the best way possible leading up to the present and future events. The co mmunication, external and internal environment, culture and the overall risks of the critical infrastructure

Corp case study Essay Example | Topics and Well Written Essays - 500 words

Corp case study - Essay Example t Darden, Doman & Stafford Associates (DDA) accepted the obligation of a corporation not yet formed and did not hold John Goodman as a responsible individual, as noted in the dissenting opinion (John A. Goodman 7). When it cannot be concluded by evidence that the parties to the contract other than the promoter, looked solely to the corporation and not to the promoter for performance of the contract, the promoter becomes liable for the preincorporation contract made by him. As such decision was passed against Goodman, making him liable under the preincorporation contract (John A. Goodman 3). As Goodman or the promoter in this case alleged that DDS agreed to look solely to the corporation, he will have the burden of proving the agreement. The release of the promoter depends on the intent of the party when the promoter depends on the agreement. However, Goodman’s arguments that the terms â€Å"in formation† in the contract and â€Å"†¦ warranties contained herein shall be construed to have been made between seller and resultant corporation†¦Ã¢â‚¬  were in fact ambiguous as they did not expressly state about the release from personal liability of the promoter (John A. Goodman 5-6). While determining whether the trial court’s decision was correct based on the evidence, the court found that the trial court gave its decision in favor of Goodman based on three considerations, which are: 1) DDS knew the corporation did not exist; 2) The fact that Doman was informed by Goodman about the formation of the corporation; and 3) progress payments were made to the corporation. However, the above considerations are not dispositive in any way of the intent of DDS to hold Goodman personally liable. As such the evidence not being substantial to show the intent to release Goodman from his personal liability, he was held a party to the contract (John A. Goodman 6- 7). The decision concurs with the general rule that a promoter is liable for a preincorporation contract made for the

What Ethical Consumerism means for Starbucks Essay

What Ethical Consumerism means for Starbucks - Essay Example The conclusion will include a critical assessment of ethical consumerism in lieu of the evidence collected from primary and secondary research. The assessment will be limited to Starbucks. Finally, the paper will present recommendations as to how Starbucks can become more ethical. Consumers always want to be associated with products or services that are â€Å"clean,† meaning they do not bear any mark of malpractice. This orientation is influenced by many things, but it forms part of consumers’ personal philosophy. With natural resources becoming increasingly limited, and the degradation of human principles becoming increasingly blatant, governments and consumers have shifted attention to sustainable business practices. The sustainability message has been spread widely since the advent of the 21st century, and its core lies ethical consumerism. Globalisation has made society more interconnected, so much so that negative situations at one end of the globe are felt another end. A century ago, consumers did not care much about the methods used to deliver products and services provided they satisfied their needs. However, globalisation has ensured that unethical and immoral business practices affect consumers around the world in one way or the other. This explains the increasing popularity of ethical consumerism. This paper will discuss the various dynamics surrounding the concept. Ethical consumerism, also known as positive buying, can be defined, first, as a variant of consumer activism. Its basis lies in the belief that consumers should have a say in the products and services they pay for, and that they should be recognized and respected as valuable members of the supply chain. Ethical consumerism is guided by the notion that all purchases are motivated by moral choices.

Crew Resource Management Essay Example | Topics and Well Written Essays - 3250 words

Crew Resource Management - Essay Example This is done for the purpose of problem solving and for efficient decision making. In the same context, the interpersonal skills refer to the behaviours, communication skills and activities which occasionally or frequently relate to the technical attributes. Moreover, these are limited to the multi crew equipment or aircraft, when spoken in terms of aviation. They are also in relation with the single operator aircraft and equipments as they have to communicate with other crafts invariably so that the ultimate mission is accomplished (O'Connor, 2008). The recruitment and training under crew resource management has been developed and introduced by the organizations involved in aviation business. These include military aviation and major airlines. Hence, the crew resource management recruitment and training and has been made mandatory all over the world. It is mandated for commercial pilots and military pilots as well. Discussion The importance of crew resource management is mentioned i n many researches and has been attributed for preventing numerous events in the past. This system is well designed and properly monitored throughout organizations. The health care system owes a great deal to the crew resource management as numerous flights require paramedical staff for coping with medical mishaps (Morey, 2003). History of crew resource management The cabin and flight crew in the present world are significantly different from the ones that existed in the commercial aviation business years back. In those days the captain of an airplane was always considered the right one and his decisions were never questioned. Other pilots on the aircraft never doubted the decision making abilities of the... The main focus of this paper was to learn and document the different aspects of crew resource management. The assignment also focuses on discussing the different crucial elements of this system and its implementation health care system. Special attention has been given to the implications of this system in paramedical practice in aviation system. The elements of communication, assertion, teamwork, leadership and decision making are not only important in the prevention of human errors in the cockpit but also in the reduction of medical conditions. These medical conditions can be life-threatening. Hence, the role of a paramedical practitioner is very important in the aviation system. The in-depth understanding of crew resource management and its implementation in regular practice is important for all the health care workers. This report makes a conclusion that communication plays an important role in the encouragement of multiculturalism, authority and teamwork. It enhances the main objectives of crew resource management such as self awareness, situational awareness, assertiveness, leadership skills, innovation, flexibility, assertiveness, decision making, event management, adaptability and mission analysis. Communication is also involved in the analysis of the disagreements between situations and events. The communication strategy can be implemented by teaching team members how to listen to each other, talk to each other, acknowledge feelings and be assertive. The administration has to take part in this regard

Weekly refection Essay Example for Free

Weekly refection Essay Home Page  » Business and Management Mgt 521. Weekly Reflection In: Business and Management Mgt 521. Weekly Reflection Weekly Reflection MGT/521 Learning Team A Team A: Weekly Reflection In this paper, Learning Team A will collaborate on Week One objectives while expressing our level of comfort and discomfort to the following topics: †¢ Identify channels for business communications †¢ Evaluate credibility and validity of sources of information. †¢ Develop effective arguments The information addressed within our Weekly Reflection will provide direction for effectively distinguishing between formal and informal business communication channels. In addition, Learning Team A agrees that identifying the proper business communication channel will ensure the appropriate channels are used and messages are transmitted efficiently through the communication process. Lastly, Learning Team A will also address how the weekly topics relate to our field of business. Team A: Identify channels for business communications In efforts of identifying the various channels for business communication Learning Team A was able to relate to and understand collectively the various forms of communication used within business. We all share the common fact of possessing secure employment; however, the areas of business vary from entrepreneurship, management, and the medical field. Considering our areas  of employment differ with regards to the area of business in which we all specialize in, they all come down to the some of the same channels for business communication. Two primary channels of business included face to face and email communication. Within entrepreneurship, management and the medical field utilizing the benefits of face to face and email communication is most effective. In the area of patient care, customer service and management, conducting one’s self within direct proximity of another individual is extremely common.

Dark Romanticism And The Black Cat English Literature Essay

Dark Romanticism And The Black Cat English Literature Essay Dark romanticism refers to a literary subgenre that materialized from the transcendental philosophical movement which was common in nineteenth-century in America. Works within the dark romantic spirit were powered by Transcendentalism, however did not entirely hold the ideas of Transcendentalism. Such workings are notably less positive than transcendental texts concerning mankind, divinity, and nature. Edgar Allan Poe is amongst authors who are considered most envoy of dark romanticism. The Dark part of Poe was recognized as a Dark Romantic due to his style of writing. A Dark Romantic was identified for valuing instinct over logic and reason as well as thought that human events had definite signs and symbols behind them. Edgar Allen Poe used the literary skill of symbolism very well, of which Dark Romantics were identified to use quite regularly (Poe 3, 1981). Dark Romantics were recognized to explore the dark side of an issue, but Poe was particularly known for this for the reason that he had a very mad and unbalanced psyche. Poe made use of conflicts and bad occurrences from his own life to assist add him in his dark and sinister writings. In The Black Cat, the majority of the drama occurs inside the home, and revolves around the narrators rapport with his pets and wife. Like so many stories of terror and depravity, The Black Cat combines the family drama with the horror. This strikes into some of our deepest fears of what can fail at home. Home is a place where we are supposed to be safe and most comfortable, and is as well where we are most susceptible (Poe 8, 1981). However, in the black cat the home for the characters inside this story is anything but safe. The apprehension of The Black Cat extends past the end of the story, given that the ending does not give us the reader many answers. The likelihood that supernatural forces are at work puts in another level of suspense and, perhaps, one more layer of terror (Poe 29, 1981). Poe was writing before the period of the Civil War. The institution of slavery was still permissible in the US, furthermore was a part of southern life. There is a possibility that The Black Cat may be the narrative of hanged slave, as well as being the story of a hanged cat. Poe is called a Dark Romantic due to the literary techniques he used in The Black Cat as his life influenced his writing. The fear of The Cask of Amontillado, as in a lot of of Poes tales, dwells in the lack of facts that accompanies Montresors alleges to Fortunatos insult and thousand injuries. The story features vengeance and secret murder as a means to avoid using legal channels for revenge. Law is nowhere Poes radar screen, and the continuing horror of the story is the verity of punishment without evidence. Montresor uses his prejudiced knowledge of Fortunatos insult to name himself jury, judge, and executioner inside this tale, which as well makes him an unreliable chronicler. Montresor confesses this narrative fifty years after its incidence; such a significant course of time between the events and the recitation of the events makes the story all the more erratic. Montresors untrustworthiness overrides the rational deliberation of evidence, such as exacting occurrences of insult that would automatically precede any guilty verdict in non-Poe humanity. The Cask of Amontillado takes biased interpreta tion the reality that different people deduce the same things in a different way to its terrible endpoint. One more way Poe was able to convey Dark Romanticism was in the course of his use of symbolism. Poes employ of color imagery is central to his inquiring of Montresors motives. His face wrapped in a black silk mask, Montresor signifies not blind justice but relatively its Gothic opposite: prejudiced revenge. In disparity, Fortunato dons the motley-colored outfit of the court fool, who obtains literally and tragically duped by Montresors masked intentions. The color schemes here symbolize the irony of Fortunatos death verdict. Fortunato, Italian which means the fortunate one, faces the understanding that even the carnival period can be murderously grave (Poe 16, 2008). Montresor chooses the scenery of the carnival for its desertion of social order. Whereas the carnival generally indicates joyful social relations, Montresor distorts its merry desert, turning the carnival on top of its head. The frequent allusions to the bones of Montresors relations that line the vaults prefigure the st orys descent into the gangland. The two mens underground movements are a metaphor for their journey to hell. Since the carnival, in the earth of the living, does not take place as Montresor wants it to, he actually takes the carnival underneath ground, to the kingdom of the dead with the satanic. Edgar Allan Poe is able to demonstrate Dark Romanticism in the course of his symbols, representing knowledge and death. Edgar Allan Poe is able to demonstrate Dark Romanticism in the story, Poe often employs prediction. For instance, when Fortunato says that he shall not die of a cough, and Montresor replies, true; he knew that Fortunato will actually die from dehydration and starvation in the tomb. Montresors depiction of his familys coat of arms as well foreshadows future dealings. The shield shows a human foot crushing an obstinate serpent. In this image, the foot symbolizes Montresor and the serpent stands for Fortunato. Even though Fortunato has hurt Montresor with biting abuse, Montresor will eventually crush him. The dialogue about Masons also foreshadows Fortunatos end. Fortunato confronts Montresors claim that he is a associate of the Masonic class and Montresor replies insidiously through a visual pun. When he affirms that he is a mason by revealing his trowel, he denotes that he is a factual stonemason that is, that he builds things out of mortar and stones, that is to say Fortunatos grave( Poe 29, 2008). Individuals of the Dark Romantic genre have no faith in human perfect-ability. They also believe that human exertion will have no substantial effect upon humanity. They suppose that man is now only more lively not happier and not wiser, than he was many years ago. Dark Romanticism: While on this trip, the characters must cope with many pessimistic aspects: a ruined humanity, loss of treasured ones, cursed relationships, as well as conflicts in the mind for instance maniacs. The protagonists aim is achieved at the conclusion however at a price. Poe exemplifies this for instance in the Black Cat the narrative is filled with insecurities it ends with the cat being hanged. In The Cask of Amontillado there is ruined humanity, loss of the loved ones and cursed relationships for instance the relationship between Montresor and Fortunato can be considered cursed. Poe as well ends the story with the death of Fortunato. As a conclusion a lot of consider Edgar Allan Poe to be the influential dark romantic author. Much of his narratives and prose features his characteristic attention in exploring the psychology of man, as well as the perverse and self-destructive personality of the conscious and subliminal mind. His most persistent themes take in hand questions of death, counting its physical signs, the consequence of decomposition, apprehensions of premature funeral, the reanimation of the dead, as well as mourning. The Scarlet Letter is a romantic work of fiction written by Nathaniel Hawthorne in 1850 in a historical setting. It is considered to be his magnum composition. The Scarlet Letter is set in 17th-century Puritan Boston, and it tells the story of Hester Prynne, who had a baby through an adulterous affair and after that struggles to create a new life of contrition and dignity. All through the book, Hawthorne explores themes of sin, legalism, and guilt. Nathaniel Hawthorne thought that the Puritans were impure in The Scarlet Letter. In a world where culture is disorganized, unhappy, and frenzied, it can be extremely hard to provide an honest, furthermore just law system.   Consequently, in Nathaniel Hawthornes The Scarlet Letter, inhabitants use their religion which is Puritan, as judge, jury, as well as executioner.   For various people, it can be extremely troublesome to live an ordinary life when you are bounded by biased and prejudiced men and women.   Inside this narrative, Hester Prynne is a victim of her fellow townsfolk, and her religion. Hawthornes major point in reference to Puritanism was the impurity of the culture. All through the book, Hawthorne writes in relation to the townspeople and how they work and behave towards one other, Hester, and life generally.   The novel begins with Hester walking towards the city scaffold to be seen for public show, because she committed the offense of adultery (Hawthorne 7). The main action of The Scarlet Letter takes place in the Boston of 1640s, a solemn, gray, violently moral society founded as a sort of Puritan utopia. Inside this book the Puritan lifestyle is evidently misrepresented. Hawthornes expressions clearly express his aversion for the Puritan culture and way of life, which he demonstrates through his depiction of the societys hypocrisy, and also through his depiction of the priests and the governors gluttony (Hawthorne 85). Nathaniel Hawthorne is born with a prejudiced against this culture; this is due to his ancestral lineage to one of the most important participants within the Salem Witch Trials. It was as a consequence of this lineage that Hawthorne probably changed his surname. His relations name at his delivery was Nathaniel Hathorne without a W, although after Hawthorne had done some wide-ranging investigation the Salem Witch Trials as well as the Puritan culture, he became after that became disgusted with their whole way of life and afterwards added a W to his paternal name which he used until his death. Despite the fact that this change was not clear in the reading, it clearly affected the general attitude of the book. Clearly signifying the Puritans in a constructive light was not a very outstanding thought in Hawthornes brain when he was lettering The Scarlet Letter. He evidently shows his distaste for it all through the novel. Beyond the novel, he shows this by altering his family name so as to dissociate himself with his relatives who were involved inside the Salem Witch Trials. Within the text Hawthorne as well states many literal facts regarding the Puritans mistaken way of life (Hawthorne 27). Hawthorne was tied to early Puritan culture because of his relatives who were involved inside the Salem Witch Trials. Rejection of the culture is evident when he changed his name. First at the very beginning of the narrative, he clearly portrayed the townswomens as well as the many other town associates hypocrisy which is shown all the way through the book. He as well shows this through the avowals of the priests and governor regarding living a simple lifestyle when within real life these people live exaggerated lives. Evidently Hawthorne has a severe detest for the Puritan culture and it is evidently shown in his writing (Hawthorne 187).

The Triple Bottom Line In Hospitality Tourism Essay

The Triple Bottom Line In Hospitality Tourism Essay The last few years have been very challenging for the whole hospitality sector, as the majority of business people and travelers moved to online conferences whenever possible and holidays became a luxury for many people. Beside this shortage the most important hotels in the world and its shareholders have decided to give a lot of emphasis in sustainability and green technology. This happened because they understood that in order to be a key player in this competitive market, they absolutely needed to set up a long term strategy, which consisted in profitable operation combined with particular focus to the needs of the people who both use and work in the hotel and also focus on careful trusteeship of natural resources. These ideas, well known as the triple bottom line, were pointed out for the first time by John Elkington  [1]  in 1997,who basically assumed that in order to be sustainable, without particular regards of the industrial sector, it is vital and necessary for a corpora tions business to operate with more responsibility, and concerning of not only economical margins (profit), but also environmental (planet) and social issues (people). My purpose in this research is to investigate how these three pillars of sustainability should fit the nowadays hospitality sector. According to Dr. Hervà © Houdrà ©, General Manager of the Willard InterContinental Hotel, the triple bottom line in hospitality is achievable giving a lot of emphasis to all the three steps, starting from the economic viability: The Sustainable Development concept is not the consequence of the delusion of people who determined that this world would be better if we were going back to our natural roots and resources. SD is definitely geared toward profitability and the future. Without profit it seems obvious that no business would be sustainable(Hervà ¨,2008). From this quote we understand that it is very important to remember that an hotel it is not a NGO or a NPO and must be profitable to remain sustainable. With this crucial principle, the idea should be to drive a business with also an ethical point of view and use sustainable development to reach an high turnover but also lowering the costs, in order to have a better profit margin, wich creates value for the shareholders. The second step concerns social responsibility. As briefly pointed out in the introduction, hotels two major components in this issue are employees and the community. An hotel should be recognized as a fair employer and be sure that its employees are happy and proud to be associated with its name, for instance Accors hotels motto is encouraging its 170,000 employees through the idea that one employee can make the difference.. The hotel should also be well integrated in the community by helping worthwhile causes and every organization should select those that are appropriate to its goals and community. Not only it is right and ethical to offer our help across borders, but if an international clientele sees that the hotel is involved in international causes, this will probably reinforce the perception of generosity and caring of both the hotel and the country, facing in this way a double outcome. The last pillar is about the environmental protection. Among other steps, the hotel will apply for national and international environmental certifications and awards, such as ISO 14001, ISO 22000 (both are international environmental certification), and the IHRA environmental award. An hotel may also consider the idea of starting a his own initiative concerning the environment, like Taj Hotels Group did with EARTH (Environment Awareness Renewal at Taj Hotels), a project which is about the effort of one of Asias largest and finest group of hotels to commit to energy conservation and environmental management. This project has also received a certification from Green Globe, the only worldwide environmental certification program for travel and tourism. Moreover, in everything that an hotel does in order to reach this kind of goal, it will be useful to research for an association with a well-known organization to benefit from their existing infrastructure and consequently to ensure the c orrect and ethical application of the funds that will be donated or, more in general, the actions that will take place. STAKEHOLDER APPROACH As pointed out by Business Ethics,Ethical Decision Making Cases: O. C. Ferrell, John Fraedrich, Linda Ferrell,it is crucial for a 21st century company to build a strong relationship and interaction with its stakeholders, because they are both influenced by and have the ability to affect the business, as noticed before in the second pillar of sustainability. This general view has been transposed also in the hospitality sector, where now it is frequent to witness this kind of stakeholder approach in order to maximize the positive impact and minimize negative impact on society. Although there are many different approaches, it is important to highlight key features, which include assessing the corporate culture, identifying stakeholder groups and related issues, and gaining also feedbacks from them. After that being stated it stands to reason that communication is a key part of this project and letting all stakeholders know about the strategy is just as important as setting and implemen ting the triple bottom line strategy in the first place. The hotel industry is well positioned to demonstrate to the world that a sustainable development is possible, because every year hundred millions of people enter in contact with it. Consequently, as a major player, hospitality can reach many families and individuals through a good communication plan. Travel and tourism represents one of the most important sources of economic activity in the world, and therefore a single hotel can influence many industry stakeholders. It has already been noticed how an hotel may enter in contact with some of its primary stakeholder such us employees, clients and shareholders in the three pillars. It is also interesting to investigate more deeply the links with other primary stakeholders like suppliers and then to have a look at a secondary stakeholder like the media. Regarding the suppliers, hotels are in the right position to share the values of sustainability development and they should actually encourage them to embody this principles in their strategy. One big example is given by the Willard Intercontinental Hotel, which is actually asking its suppliers to deliver sustainable products, also forcing them to search for and add these products to their catalogues, in order to be available also to other clients. This is really important because in this industry, usually, one supplier deals with more clients and consequently the approach of a sustainable product strategy by a supplier may lead to a massive usage of these sustainable products throughout the entire hospitality sector. In fact, as highlighted by dr. Houdrà ¨, Willar Intercontinental procurement company, Avendra, represents also Fairmont Hotels, Marriott International, Hyatt Hotels Corp. and Club Corp USA. This means that, thanks to the hotel efforts (in this case the Willard Intercon tinental), if Avendra completely embraces the strategy its 3 billion dollars buying power will reflect in 3 billion dollars of sustainable products purchased, which furthermore will be sold at all their hotel clients and which will finally enter in contact with the final customers, creating in this way a real virtuous circle of sustainable awareness. How anticipated in the introduction an organization should also be conscious of its secondary stakeholders, in order to handle efficiently its position with particular focus in the external market. In the hospitality sector a key player may be identified as the media. Nowadays, in fact, they are facing a lot of interest and coverage of initiatives related to the sustainable development. All the regards shown about global warming and oil prices means that the media are seeking for stories concerning the strategies to thwart these issues. A hotel should make efforts to be acknowledged of its initiatives and values by the media representatives (both normal and web-based) and also share news of its actions in order to encourage its clients to spend their nights in it. By doing this, sustainable development becomes a unique selling point for a hotel, which enables him to gain also competitive advantages. There may be also another step, where the hotel encourages or shares the initiatives even with its competitors (for instance exactly as Willard Intercontinental did with Avendra) but, in this case it will be paramount for the hotel to be acknowledged by all the stakeholders as the early mover and pioneer in the sustainability field and to do that clear values that support the hotel vision should be provided in a mission statement: à ¢Ã¢â€š ¬Ã‚ ¢ Accountability: We are dedicated to performing our assigned tasks with excellence and to deliver outstanding results; à ¢Ã¢â€š ¬Ã‚ ¢ Education and development: We provide everyone the opportunities, knowledge, and skills to grow both personally and professionally; à ¢Ã¢â€š ¬Ã‚ ¢ Empowerment: We have the authority to take ownership, anticipate needs, and make decisions which exceed our customers expectations on first contact; à ¢Ã¢â€š ¬Ã‚ ¢ Integrity: We believe in honesty, ethical behavior, respect, and trust; à ¢Ã¢â€š ¬Ã‚ ¢ Professionalism: We are an action-oriented team of savvy experts who are passionate and quality driven; à ¢Ã¢â€š ¬Ã‚ ¢ Sustainable Development: We are committed to economic viability, and social and environmental responsibility; à ¢Ã¢â€š ¬Ã‚ ¢ Working smart: We encourage innovation, proactivity, agility, and a safe work environment. Houdrà ¨, H., 2008. Sustainable Hospitality ©:Sustainable Development in the Hotel Industry.Cornell Industry Perspectives No. 2. Ã¢â‚¬ ºOnline Ã‚  P.5-20. Available at willarddc.com/sd/docs/willardwhitepaperproof.pdf  Ã¢â‚¬ ºAccessed 20 Oct 2010 Ã‚ 

The Amistad Essays -- American History Essays

The Amistad The Amistad was a Spanish ship built in Baltimore for the purpose of transporting slaves. For three years, it sailed the high seas delivering its cargo to various locations. But in August of 1838, a scandalous injustice was uncovered after the ship was seized by an American vessel, the USS Washington, a coast guard ship under the command of Lt. Thomas R. Gedney. Lt. Gedney and his crew towed the Amistad into a New England harbor in Connecticut where soon many controversies amounted and drama would unfold. For 63 days, the Amistad had been drifting toward the American shoreline. As conditions deteriorated aboard the vessel, it's inhabitants at the time, Africans, sick and dying, were in need of food and water. Desperate, they took a chance, anchored the ship and went aboard land in hopes of trading with natives, the ships cargo for needed supplies. On land, they were confronted by two sea captains, one of whom was named Henry Green. Green convinced the Africans that he would help them sail back to Sierra Leone. Having an ulterior motive, he intended to get a hold of the ship, sail it into port and claim it's cargo for salvage. However, before Green could carry out his plan, the USS Washington arrived, boarded the ship, took the Africans captive, and towed the vessel into New London, Connecticut. Two Spaniards, Montes and Ruiz, were found aboard the ship and told their side of the story. They claimed the Amistad was traveling with their property of 53 African slaves to Cuba from Havana, when on the fourth day of their voyage the slaves escaped their chains and took control of the ship. Fearing death, they bargained with the slaves promising to return them to Africa, when in fact, they purposely steered the ship ... ...with the aid of Lewis Tappan and his missionaries, money was raised and the Africans traveled home. In conclusion, I think it is important to note that during the last trial, it was brought out that the Spanish government was aware, as well as, involved in the illegal slave industry happening on her islands. Also, that Montes and Ruiz were well aware that they had purchased the Africans illegally, as all of their dealings were done under the cover of night. Furthermore, that once the Africans returned to Africa, many left the missionaries and returned to their villages and their native ways. Bibliography Cable, M. Black Odyssey: The Case of the Slave Ship Amistad. New York: The Viking Press, 1971. Jones, H. Mutainy on the Amistad: Thje Saga of a Slave Revolt and Its Impact on America, Abolition, Law & Diplomacy. New York: Oxford University Press, 1987.

Legislation of Civil Rights in the 1960’s :: Racism, Civil Rights, Discrimination

The issue of civil disobedience is as old as Socrates and as modern as Nelson Mandella. It is such an important issue today because the civil rights revolution is an attempt to seek new tactics of social and political reform. At the time of the Civil Rights Act of 1964, it was described as the most significant piece of legislation to be passed by the U.S. Congress in the twentieth century. The legislation resulted in ending virtually overnight legal racial segregation of black Americans in the American South. This territory was a place where public segregation of blacks from white Americans had been categorized in state laws. Many of those who participated in the congressional enactment of the Civil Rights Act of 1964 understood the enormous historical significance of the doctrine. History In 1619 in Jamestown, Virginia a Dutch ship sailed into the harbor with twenty African slaves. These slaves were brought from Africa used to profit the southern United States. They provided a cheap and reliable source of labor. The America north was more of an industrial area and the use of slaves was less useful. Throughout the 1800’s the north and the south drifted apart on the issue. On January 1, 1863, President Lincoln issued the Emancipation Proclamation which freed all slaves in the states that seceded from the Union. After the Civil war, three amendments to the Constitution were made, the 13th, 14th and 15th. These amendments abolished slavery, gave blacks the right to life, liberty and property, and the right to vote. In the Supreme Court case of Plessy v. Ferguson the court ruled blacks separate but equal. This continued racism spurred early civil rights movements and the creation of the new organization of the National Association for the Advancement o f Colored people(NAACP). In the years that followed around 1962-1963, the south was the site of confrontations between black demonstrators and segregationist whites. The Civil Rights Act to the Supreme Court Many feel that Martin Luther King Jr. used nonviolent demonstrations to deliberately provoke attacks from violence prone white southern officials and white mobs. Whether or not King used this strategy his efforts resulted in the mass media coverage he needed. The civil rights movement became one of the largest publicized events in U.

Lightning and Electrical Storms

It is but considered that lightning and electrical storms are naturally ocurring events in nature where by we tend to be oblivious about it. Yet, its intensity brings about changes which may affect us to our advantage or disadvantage.Oftentimes, children are scared of the sound of thunder brought about by the blinding flash of lightning. In ancient times, lightning is associated with the wrath of a higher power as is evident with the Supreme god of Olympus, Zeus and the god of Thunder,Thor. To our ancestors, this is a sign that people will be punished for the bad deeds done, being superstitious at that. At present, lightning is associated with powerful mind-created characters often seen on televisions and some flicks.These beliefs though was not proven to exist in reality but these shows only the notion that lightning is indeed powerful. Now, one would ask what lightning is and why is there a need for lightning and electrical storms to occur? It is not just there as part of natureâ⠂¬â„¢s wonder.What is Lightning?Lightning is an electrical discharge between two different fields of charges which is formed in electrical storms (Learn More About†¦; par. 1). It is deemed that lightning has a heat three times greater than that of the sun’s surface. Usually, it is evident when rain clouds are present. Credit on lightning discovery is usually given to Benjamin Franklin with his kite and key experiment during a thunderstorm. This is because he pioneered the first experiment on showing electrical conductance of lightning as opposed to those ahead of him (Lightning; par 2,3,4 &5)..  However, hoew lightning came about has many explanations. There are many existing theories on how thunder is formed and which of which is still disputed.How lightning comes   aboutLightning is dtermined to be caused by difference in charges but, how it is generated is what is still uncertain till present.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Scientific studies are curr ently being conducted as to how it is generated. However, theories are proposed on how these charges are accumulated.One is the Polarization Mechanism Theory which states that falling droplets of ice and rain acquire charges before they hit the ground through electrostatic induction and another theory is the Electrostatic Induction Theory which, on the other hand, states that opposite charges in clouds are separated by energy between them and collision of charges with ice crystals brings about increasing intensity in charges inside the cloud. This increased intensity will soon find release in the form of lightning (Lightning; par. 11 & 12).The process after electrical charges are acquired and in which it should be released is a rather complex one. Usually in a rain coming, a cumulonimbus cloud is what is known as the source of lightning (Lightning ; par. 2). This type of cloud possesees a strong electrical charge and varies in horizontal difference of the cloud. At the base, the cha rge is strongly negative while at the top, it is strongly positive. This charges are being separated by an electrical field which is an energy in nature to keep the charges from colliding. The energy in the electric field is directly proportional to the cahrge of the particles between it.As the charges continue to increase in both sides brought about by collision, so is the amount of energy in the electric field. This intense energy causes the repulsion of the charge in the earth’s surface by the negative charge of the cloud causing the earth’s surface to gain positive charge.What happens next is that the electric field inside the cloud provides a path for the conductance of charges between the negative charge at the bottom of the cloud and the positive charge of the earth’s surface. This path is the air in which it is ionized by the strong electric field of the cloud. This process is known as air ionization. This causes about the formation of the flux line wher ein the lightning will travel through. Upon completion of the necessary path, the continuous build up of energy in the cloud causes about the outburst   of this energy which travels through the ionized air and the set flux line towards the positive charge. What travels here is what we know as lightning (Zavisa; pt 1, 2, 3 &4).On the other hand, the thunder that we know of is the sound formed after a lightning. This is caused about by lightning as it heats and expands the air which produces the sound known as thunder. As we all know, light travels faster than sound; reason why we hear thunder late after a lightning (Lightning:The Shocking Statistics; par. 6).Types of LightningThere are different types of lightning. The most common of which is the Cloud-to-cloud lightning and the other is the cloud-to-ground lightning.  Cloud-to-ground lightning is the most dangerous lightning. This is also the most destructive to properties. This occurs when lightning hits the ground or anything on earth’s surface. Being the most common, it is the most understood type of lightning (About Lightning; pt 4).Another is the cloud-to-cloud lightning which is also known as intra-cloud lightning. Intra-cloud lightning occurs when lightning transfers from cloud to another cloud or within the same cloud. This type occurs lesser in frequency than cloud-to-ground (Lightning Detection from Space; page 3).There are many other types of lightning and are named based on optical illusion and appearances. These are ball lightning, heat lightning, bead lightning, sheath lightning, black lightning and many others (Lightning Detection from Space; page 3).Effects and Damages of LightningLightning, which occurs along with electrical or thunder storms, are light flashes brought about by disturbances among the charges. It is known that lightning replenishes the  nitrogen supply in soil in which it hits. But with its great strength, this poses great danger among individuals.From the span of year ’90 to ’92, lightning killed four people and injured 127 individuals. It averages 80 kills per year in the United States alone (Lightning: the Shocking Statistics; par. 1).Moreover, lightning kills 55% more people than tornado and 40% more than hurricanes. It causes a loss of 15 – 20 million dollars each year to infrastructures. More so, the US Department of Agriculture reported that lightning causes about 80 % of accidental deaths in livestocks (Dworkin; par. 8).People are evidently exposed to the hazards of lightning. Damages to building, infrastructures, forest and wildfires, downed power lines and loss of life are just among its effects (Multihazard Risk†¦; spt. A).These also causes airplane disasters as it hits a flying craft. It was reported that in 1963, a plane strucked by lightning near Elkton, MD, killed 38 people. It is also noted that plane crashes in 1982 in Kenner, Los Angeles, and 1985 in Dallas, Texas was brought about by lightning. The past decade also took notice of 15,000 fires caused by lightning in the US alone causing wide property damage and loss of 2 million acres of forests (Multihazard Risk†¦; spt. A).ConclusionEvidently destructive by nature, lightning is inescapable. But, there are many precautions which one would be able to take to prevent or minimize the losses brought about by lightning strikes. First is to listen to weather forecasts so that one would not be in the open when an electrical storm came. Second is to manage an electrical conductor in houses or if in a car, better stay in the car as it is a good conductor. Next is to stay out of an open field where  you eould be the tallest object to be hit by lightning.   Another is to stay calm and stay as low as possible when it is inevitable that electrical storm will come when your outside the safety of your own home. These are few among the possible preventive measures (Protection†¦; par. 2).Presently, experiments on lightning deflec tors to be placed on planes are being conducted. Spires are also being improved to be placed on skyscrapers. More so, the prospect of harnessing lightning’s power as source of electricity is on its way.Who knows, one day, we would be able to truly deflect lightnings disastrous strikes to our advantage.OUTLINE: IntroductionWhat is lightningHow it comes aboutTypes of lightningEffects and damages of lightning (stats) especially in st louis missouri us and midwestConclusionReferences:â€Å"Learn More About Lightning and Thunder.† 2007. 30 April 2007 .â€Å"Lightning.† 2005. 30 April 2007 .Zavisa, John. â€Å"How Lightning Works.† 2007. 30 April 2007 .Dworkin, Gerald. â€Å"Emergency Procedures During Thunder and Lightning Storms.† 23 February 1998. 30 April 2007. .â€Å"About Lightning.† 2007. 30 April 2007. .â€Å"Multi-Hazard Risk Identification and Assessment.† 2007. 30 April 2007. . â€Å"Lightning: The Shocking Statistics.† 20 07. 30 April 2007 . â€Å"Lightning Detection From Space.† 2007. 01 May 2007 . â€Å"Lightning.† March 2007. 01 May 2007 . â€Å"Protection Against Lightning.† 2007. 01 May 2007 .

Magnetic Resonance Imaging Essay

Magnetic resonance imaging is a painless medical examination that is used by physicians to diagnose and treat their patients. MRI does not depend on radiation in order to construct an internal image of a body unlike x-ray examination and CT scan. It uses a powerful magnetic field and as well as radio waves with the help of a computer in order to be able to produced detailed views of a persons organs, tissues and other details about the patient’s internal body structure. Using MRI, hydrogen atoms in the body are aligned through the used of a scanner that produces a powerful magnetic field. In order to change the alignment of this magnetization, radio waves are used which also causes the hydrogen atoms to be able to create a weak radio signal that are now measurable. Additional magnetic field enables the manipulation of these signals to be able to gather enough information. A computer then generates a series of image through the use of the gathered information. These images are then compiled to produce a three-dimensional image of the person’s body. The formed images can now be seen on a computer monitor for examination and even printing. The images are analyzed by a radiologist and will give the report on the attending physician. In this case Physics and other sciences are really helpful and is really the key for the production of such method. Without our knowledge regarding magnetic fields and radio waves as well as the machineries, MRI will not be possible. Some of the uses or MRI includes the evaluation of chest organs, the abdomen and pelvis. The MRI is also used by physicians in order to diagnosed different tumors of the body and for several other medical examinations. The traditional design of Magnetic Resonance Imaging unit is a large tube that is cylindrical in shape. Circular magnets surround the cylindrical tube. The patients are then placed in a movable table and slides into the center of the magnets for the examination. Other MRI units had been designed so that the magnet does not completely surround the patient and still, there are those that are open in every side. These modifications are made for patients who does not like being in a close space. However, the traditional design still gives the best image quality. Advantages and Disadvantages of MRI One of the main benefits of using MRI for diagnosis is that it does not use radiation. Also, the images formed using this procedure is has a higher sensitivity that enables easily identification of abnormalities that are present in the body. It had also been proven that MRI plays a great role for diagnosing road range conditions such as heart disease, muscular and bone abnormalities and as well as cancer. Another advantage is that MRI does not only allow the attending physician to have a view of the internal body structure of the patient but as well as how that particular organ works. MRI also makes it possible to detect other abnormalities that may be hidden in the bone, abnormalities that may not be seen using other imaging methods. The materials that are used in MRI are also likely to produce less allergic reactions compared to the use of other imaging method such as x-rays and CT scan. As long appropriately guidelines for safety are followed, MRI poses almost no risk to most of the patients. The main risk or disadvantage of using the MRI is that the devices used that contain metal may malfunction during the MRI exam. Also if the examination uses sedatives, there could be risks because of the use of excessive sedatives. Still this risk can be minimized by the nurse by checking the vital signs of the patient.

Vermeer’s Hat Review Essay

In Vermeer’s Hat: The seventeenth Century and the Dawn of the Global World, Timothy Brook uses Vermeer’s paintings to show the effects of trade on the world and the overall globalization occurring. Brook argues that this globalization had begun in the seventeenth century. He takes a look at Vermeer’s paintings, and uses them as windows into seventeenth century history to discuss further topics of interest. Through every painting, it leads to a door that causes a discussion point of the history of the world. Brook starts the story setting out in the city of Delft in the Netherlands.This author does not simply restate history facts we all know, he goes much deeper than that, getting to the heart of each painting and the history shown throughout each one, proving his arguments to be true. Through every painting, it led to a door that caused a discussion point of the history of the world. In Brook's third chapter, he goes on to discuss the painting Young Woman Readin g a Letter at an Open Window. The title itself is very self-explanatory. The painting has a young woman who is looking toward a window while reading a letter.Also in this painting is a table draped with a tablecloth and a spilt bowl of fruit lying on top of it. The bowl of fruit is what Brook uses as a window into the seventeenth century, specifically the Chinese porcelain, and how it began to become a part of Dutch life. Brook argues that the VOC (Dutch East India Company) had begun their interest and trade for porcelain shortly after 1600. He backs up his argument stating that among the most successful potters were those from Delft, who were descendants from the sixteenth century. Brook says,â€Å"They brought their knowledge of ceramics production with them and were able to set up kilns in Delft's renowned breweries, many of which had been forced to close down as working-class taste shifted from beer to gin. In these newly converted potteries, they began to experiment with imita tions of the new ceramic aesthetic coming from China, and buyers liked what they produced†. (78) This shows you that this new change of potteries, and porcelain originated in the seventeenth century, and Brook has a good understanding of the globalization that is occurring.Through the make and trade of porcelain, Dutch people were becoming more global, and opening their trade to other countries such as China, Europe, and Spain. It also proves that his arguments are completely valid. He has his facts straight and does not only tell you, but shows you through the paintings the history involved to back him up. In chapter five, School for Smoking, it does not directly deal with one of Vermeer’s paintings;, however,; it takes a look at the Delft manufactured Chinese plate, which leads to a discussion about tobacco.He Brook states that tobacco started in Europe due to Portuguese sailors, and from there it spread, and soon became was in high demand. Through this sudden outburs t of a need for tobacco, it made way for a growth in the global community, eventually being a contribution to the opium phenomenon. Brook states, â€Å"From this new labor arrangement, a new system of trade emerged. Tobacco (along with sugar) was a crop that could be used to make the Americas profitable, while Africa supplied the labor to make plantation production in the Americas feasible and South American silver paid for goods shipped from Europe and the Americas to Asia.Together the three prime commodities of the age—silver, tobacco, and slaves to mine the first and harvest the second—set the foundations on which the long-term colonization of the Americas rested. † (132) Brook connects tobacco to the reason more plantations were built, and why slaves were needed more than before and how it helped the colonization of the American world. He states that tobacco started in Europe due to Portuguese sailors, and from there it spread and soon became was in high dem and.Chinese people thought that tobacco had medicinal purposes, while Native Americans thought that tobacco connected you to a supernatural world. If we skip back a little, in the first chapter of Vermeer’s Hat: The seventeenth Century and the Dawn of the Global World, Brook discusses Vermeer's first painting, View of Delft. This painting is one of the only outdoor scenes Vermeer had painted that is still in existence. The first window Brook opens for his readers in this painting is a view of the city of Delft.This painting shows the river harbor in Delft. Brook first uses the herring buses in this painting to open a window into the seventeenth century. Herring buses Timothy Brook states herring buses in Vermeer's Hat, are, â€Å"three-masted vessels built to fish for herring in the North Sea† (12). The herring buses give Timothy Brook a window to talk about the climate change and sickness in the sixteenth and seventeenth centuries. In these two centuries, the temperat ures were falling all over the world, creating increased sickness and shorter crop seasons.In Vermeer's Hat, Brook says that the two herring boats in the painting are evidence of climate change. Brook also uses Vermeer to talk about the exchanges in the seventeenth century. He states that one of the benefits of the climate changing was the southward movement of fish stocks in the North Sea. This gave the fisherman more success. Another window Brook uses to open up the seventeenth century areis the roofs of the buildings in this painting. In particular, he uses a warehouse, known as the Dutch East India Company, or as they call it the VOC.The VOC was as Brook states in Vermeer's Hat, â€Å"tThe world's first large joint stock company, the VOC was formed in 1602 when the Dutch Republic obliged the many trading companies popping up to take advantage of the Asian trade boom to merge into a single commercial organization† (15). This company gave huge advantages for the Dutch for m aritime trade in Asia. It became one of the most powerful companies for business enterprises in the seventeenth century. Brook talks about how the VOC even affected a painter such as Vermeer's life.The VOC for many Dutch meant a better life. Due to this maritime trade, advances in technology were made. A couple discoveries were the magnetic compass, which allowed sailors to lose sight of the land and still know approximately where they were, paper, whichthat helped merchants to keep track of records, and gunpowder, which helped them make military advances. All of these windows Brook opens show the interchanging ideas, products, and climate. Brook I think Brook did well backing up his arguments about globalization.He uses evidence, and facts, and history, to prove everything. It is all quite logical as well, explaining how things have begun to change into a more modern world with exchanges of ideas and such. Brook shows us that all of these globalizations we think of such as fast com munications, and high tech objects all started from the beginning globalization of the seventeenth century. And none of this occurred due to big companies and millions of people, it started by a few men who opened up routes and communications for us.As a college undergraduate student myself, depending upon your area of interest, I would recommend this book to others. I have never been interested in history, but it is quite interesting the way Brook uses random objects and buildings in Vermeer's paintings to show the globalization occurring. So I would say if you love history or art definitely read this book. Even if you do not love either one of those, read it. You will definitely appreciate it, and have a much better understanding of seventeenth century history after reading it.This book is an easy read, with not a lot of hard vocabulary to have to understand as well. Reading this book makes you realize where all the trade and new ideas came from. Holly, You make some good points. I made some suggestions and corrections. Your paper should have no extra spacing between each paragraph (it should be 0pt between each one). Also, you jump around a little in the body section. You may want to just move your discussion of the earlier chapters to the beginning of the body section, so that the body then flows from the earlier to the later chapters. Good job though. – Ms. Perry