What is “Small” Business?

In addition to how a business is organized legally, size is also a way to classifying businesses. A small business is generally defined as any independently owned business with fewer than 500 employees that is not dominant in its industry. The Small Business Administration (SBA) is responsible for issuing the specific criteria that render a business a small business. These criteria vary widely by industry. As recently as 2010, in an effort to make more businesses eligible for SBA loan assistance programs and to encourage economic growth and job creation, the SBA issued sweeping changes to the rules governing small businesses.For example, a car dealership is defined as a small business if it has 200 or fewer employees, whereas many manufacturing operations and other businesses can have up to 500 employees and still be considered small. Most experts use 500 or fewer employees as a general rule for defining small businesses. The definition of a small business is not limited to the numbe r of employees, however. The designation as a small business may be imposed based on overall annual sales. For example, hotels, which operate within the service industry, can earn $30 million annually and still be considered small businesses.Other services, such as industrial launderers, can earn $35. 5 million and still be considered small businesses. For example, a car dealership is defined as a small business if it has 200 or fewer employees, whereas many manufacturing operations and other businesses can have up to 500 employees and still be considered small. Most experts use 500 or fewer employees as a general rule for defining small businesses. The definition of a small business is not limited to the number of employees, however. The designation as a small business may be imposed based on overall annual sales.For example, hotels, which operate within the service industry, can earn $30 million annually and still be considered small businesses. Other services, such as industrial launderers, can earn $35. 5 million and still be considered small businesses. Why Is Small Business Important in the U. S. Economy? According to the SBA, small businesses are of critical importance to the U. S. economy in a number of ways, including the following:†¢Small businesses make up nearly 99. 7 percent of all employers in the United States.†¢Outside of farming, small businesses create more than 50 percent of the U. S. gross domestic product and employ more than 50 percent of U. S. private sector workers. †¢Small businesses tend to be highly innovative, thus accounting for nearly 14 times more patents than large corporations that produce patents. In other words, some of the greatest innovations have been started by small businesses. Consider that modern advances, such as the automatic transmission, FM radios, insulin, and penicillin all began with small businesses.†¢Small businesses tend to be spread out throughout the United States, bringing employment, p roducts, and services to nearly every community in the country. In other words, small businesses are not confined to large cities but also serve small towns and rural communities. †¢Small businesses account for nearly 97 percent of U. S. exports and provide 31 percent of the value of those exports. †¢Small businesses are often owned and operated by women and minorities, which has opened the door for many minority groups to participate and invest in the U. S. economy.Minorities and women own more than 4 million and nearly 6. 5 million small businesses, respectively. †¢Small businesses create more than 65 percent of all new jobs in the United States. Despite these tremendous advantages, there are also disadvantages to small business. These businesses, especially new ones, face the risk of failure due to capital limitations. In many cases, small businesses have limited scope and do not necessarily grow into large corporations. Similarly, their owners may achieve limited personal success and wealth and often do not have access to an endless source of capital.Like larger businesses, small businesses can be organized in a variety of ways. In choosing a business form, it is important to weigh the advantages and disadvantages of the available forms. Limited Partnerships The limited partnership alters the structure of the general partnership by introducing a new class of partner, the limited partner. General partners manage and operate the limited partnership and are subject to unlimited personal liability for partnership obligations.Limited partners enjoy limited liability for partnership obligations but have no right to exert meaningful control over day-to-day operations of the business. Formation of a limited partnership requires the filing of a Certificate of Limited Partnership. While a limited partnership may be formed without a written limited partnership agreement,absence of a written agreement may support the inference that the partnership is, i n fact, a general partnership. Thus, imposing unlimited liability upon all partners. Limited Liability PartnershipsIn a general partnership, each partner incurs unlimited liability for partnership obligations. In multi-state partnerships with thousands of partners, there is a significant chance that partners might face financial ruin due to the conduct of a single partner with whom they have never worked and never met. The Limited Liability Partnership, or LLP, sometimes known as a Registered Limited Liability Partnership, or RLLP, was designed to rectify this problem. Although Limited Liability Partnerships are managed like general partnerships, there are different rules governing the liability of partners.Generally, limited liability partners incur unlimited liability for partnership contracts and debts and limited liability for torts committed by another partner. Most states recognizing the LLP require the partnership to maintain a specified amount of liability insurance to compe nsate victims of torts committed by a partner. Formation of an LLP requires the filing of an application or registration. While a written limited liability partnership agreement is not required by law, it is strongly suggested. Limited Liability CompaniesThe Limited Liability Company, or LLC, is perhaps the most advantageous form for most small businesses and for many larger businesses as well. The LLC combines the limited liability of a corporation with the flexible and informal management of a partnership. Federal law allows LLCs the option of taxation as a partnership or as a corporation. Depending upon state law, an LLC may exist in perpetuity, as do most corporations. A document, typically referred to as Articles of Organization, is filed to create a Limited Liability Company.A written operating agreement may be required depending on state law; where a written operating agreement is not required, statutes will generally establish the rights of members and the method by which th e LLC is to be operated and managed. The SBA offers various incentives and programs to help these small businesses thrive, including the following: †¢Financial assistance in the form of grants and low-interest loans help small ventures stay in business and expand—in fact, the SBA helps coordinate lenders and borrowers in an effort to facilitate the financing needs of small businesses.†¢The SBA disseminates information about national and international contract opportunities within and outside of the government and encourages small businesses to apply for these contracts. †¢Assistance is offered to those starting, planning, and growing small businesses, as are general legal information and compliance reports to owners, including specific counsel to small businesses owned by women and accounting and taxation training to help various types of small businesses succeed.†¢Small businesses and entrepreneurial ventures are vital to every industry sector in the U.S. and global economy. Small businesses tend to be more responsive to changing conditions than larger, less-flexible, organizations. They also create the most new jobs and products in today’s economy. More than 65 percent of all new jobs in the U. S. are created by small businesses. Developing and exploiting a sustainable competitive advantage is an important task for small businesses and entrepreneurial ventures, just like larger organizations. †¢Nearly 40 percent of all small businesses exist within the service industry, accounting for more than 2 million firms.Medical practices, accounting firms, engineering and legal offices, nursing and rehabilitation facilities, and other practices are most largely representative of small businesses in the United States. The second largest small business representation is retail which includes grocery stores, pharmacies, bookstores, jewelers, clothing stores, and more. of ways by facilitating lending, offering training, and so on. Th e SBA is responsible for classifying businesses by their size and their income. Small BusinessA business that is independently owned and operated for profit and is not dominant in its industry.Small businesses and entrepreneurial ventures are vital to every industry sector in the U. S. and global economy. Small businesses tend to be more responsive to changing conditions than larger, less-flexible, organizations. They also create the most new jobs and products in today’s economy. More than 65 percent of all new jobs in the U. S. are created by small businesses. Developing and exploiting a sustainable competitive advantage is an important task for small businesses and entrepreneurial ventures, just like larger organizations.Nearly 40 percent of all small businesses exist within the service industry,  accounting for more than 2 million firms. Medical practices, accounting firms, engineering and legal offices, nursing and rehabilitation facilities, and other practices are most largely representative of small businesses in the United States. The second largest small business representation is retail which includes grocery stores, pharmacies, bookstores, jewelers, clothing stores, and more. Small businesses and entrepreneurial ventures are vital to every industry sector in the U. S. and global economy. Small businesses tend to be more responsive to changing conditions than larger, less-flexible, organizations.They also create the most new jobs and products in today’s economy. More than 65 percent of all new jobs in the U. S. are created by small businesses. Developing and exploiting a sustainable competitive advantage is an important task for small businesses and entrepreneurial ventures, just like larger organizations. Nearly 40 percent of all small businesses exist within the service industry, accounting for more than 2 million firms. Medical practices, accounting firms, engineering and legal offices, nursing and rehabilitation facilities, and oth er practices are most largely representative of small businesses in the United States.The second largest small business representation is retail which includes grocery stores, pharmacies, bookstores, jewelers, clothing stores, and more. Small Business Administration (SBA)Helps small businesses in the United States in a variety of ways by facilitating lending, offering training, and so on. The SBA is responsible for classifying businesses by their size and their income. Small BusinessA business that is independently owned and operated for profit and is not dominant in its industry.

Situation Analysis/Target Market Identification Report for Ford Falcon Ute

10850 Marketing 100 Sem 1 2013 SA/TM ID Report Cover Sheet Name______adf_____Sally Student____________sfaf_______________ Student Number___012545654__ 12345678_______________________sf_________ Tutor’s Name__sfaf_____ Tina Tutor _____________fasdfdf________ Tutorial Day________Wednesday_______adfdf___________________________ Tutorial Time:______10am – 11. 0am_______________________asdfdsf____ Student Comments to Lecturer/Tutor (if any)________adff_____________________ _________________________________________________________________ ____________________________adfsdfsadf_____________________________________ Please read the following and electronically sign where indicated: Declaration: I declare the attached assignment is my own work and has not been previously submitted for assessment. This work complies with Curtin university rules concerning plagiarism and copyright. (Refer to www. policies. curtin. edu. u/documents/unit_outlines-plagiarism_state. doc for copyright a nd plagiarism information. I have retained a copy of this assignment for my own records. Electronic Signature of student:____adfsdf__Sally Student_______asdfsdfsdf_________ Recorded Mark:____________________________________________________ Lecturer/Tutor who marked: __________________________________________ CRICOS (Perth – 00301J) (Sydney – 02637B) TABLE OF CONTENTS Situation Analysis/Target Market Identification Report for Ford Falcon Ute. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 1. Situation Analysis/Current Marketing Mix †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 1. 1 1. 2 1. 3 1. 4 Current Product †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Current Price†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 Current Place†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Current Promotion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 2. 0 Segmentation Theory†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 7 2. 1 2. 2 2. 3 3. 0 4. 0 Define segmentation (using more than just the textbook’s definition) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 7 Explain segmentation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Three benefits to Ford Falcon Ute from using segmentation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Target Market Characteristics/Images/Rationale Table†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 8 Reference List†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 Appendix Page 2 of 18 Situation Analysis/Target Market Identifi cation Report for Ford Falcon Ute. 1. 0 Situation Analysis/Current Marketing Mix . 1 Current Product Ford Falcon Utes (FFU) are eye-catching utility vehicles that are available in several bright colours. The facade of the vehicles is sleek and sporty with flashy rims which promises power and the back of the FFU is like a truck. The FFU is unique and will allow use for both work and play. The car would appeal to masculine audiences who find use in a utility vehicle. The distinctive aspect of the product is the ‘Ford’ emblem which is oval and dark blue with silver outline and inner ring with the brand ‘Ford’ in cursive font.The emblem is recognizable worldwide. The basic benefit that customers get when purchasing a FFU is transportation. But, the FFU offers more; the car serves as an icon and an Aussie bloke’s style accessory (McDowall 2012). Not only useful for work, the vehicle is multi-purpose as it allows them to be a romantic when it is fitted-out with an old mattress for star gazing (McDowall 2012). Also, the consumer may head to the beach with mates for some fun and throw a ‘barbie’ with some beer and prawns in the back (McDowall 2012).The extra services that customers can get from the purchase of this vehicle are excellent long-term customer service and dealer warranty services for the car. Customers may also visit the website to understand the company and the vehicle more. In addition to that, extra accessories for the FFU are available for customers to purchase. For example, car insurance, GPS, rubber floor mats, tow bars, mudspats and many more (Ford 2012). Customers may also be gifted with Ford merchandises for example, caps, umbrellas, key chains or mugs when they purchase the vehicle. The FFU comes in many makes and models.There six different models of the FFU that customers can choose from. Customers can choose between auto or manual transmissions, and customize down to what colour and trimming to pref erence and specification. Being able to customize and personalize the FFUs is a big selling point for customers, as they will feel that their vehicle is unique and one of a kind. Potential buyers will spend a significant amount of time looking for the product as it is a big investment. They will begin with information search, consulting relatives and friends, salespersons, do online research and read testimonial from real customers on forums and blogs.If customers cannot find the FFU, or if the wait is too long for the vehicle to be delivered, they might accept a substitute. There are many competitors with similar products in the market, for example the Holden Ute, Nissan Ute, Mazda Ute and many more. On the other hand, when a customer has had their heart set on a product which they had spent so much time researching on, they might prefer to wait, especially since it would be a significant investment. The FFU has been in the market since 1961 (Hammerton 2012). Ford produces all type s of vehicles which range from cars, sports utility vehicles, commercial and performance.The FFUs are known to be fast, reliable and durable. The FFU is different to competitors because of the stylish design and the reputable brand name that has been in the market for more than 50 years. Page 3 of 18 1. 2 Current Price The FFU exists in a monopolistic competitive environment. It is the market where lots of sellers exists to offer similar products and sellers have to differentiate themselves using branding, quality and features of the product (Martin 2012). Sellers also use prices to differentiate themselves from the competitor. Price makes an impact to the demand of vehicles as the FFU cost a significant amount.If a FFU costs A$40,000 and if the price of the FFU decreases by 10%, it will be a discount of A$4,000, which makes it a very good deal where demand will most likely increase. On the other hand, if the price of the FFU increases by 10% it will mean that buyers will now have t o pay A$44,000 for exactly the same vehicle, then demand will most likely decrease. Customers will begin searching for another option with better value to purchase as there are many similar vehicles in the market. The business costs are very important when determining the price of the FFU.This is because every cost that is going into the production, advertising and distribution of the car is passed on to the customers. Sellers will have to search for the most effective and efficient option of producing the vehicle parts, and assembling the cars. Some of the sellers’ decisions which will affect the prices of the vehicles are, costs of having the vehicles assembled in countries the vehicles are sold at compared to the shipping costs of assembled vehicles to be sold internationally. Shipping costs are expenses that must be considered when setting the price of the FFU.Labour costs play a significant part as the vehicle has to be produced from raw material up until to the sale of the product. Some considerations to reduce the costs may be to employ intermediary agents to assist with other operations that may require some specialty expert knowledge. The price of the FFU is in the middle range amongst its competitors. Current price of a basic FFU compare to competitors are as listed in the table below; Ford Falcon Ute Holden Ute Mazda Ute Volkswagen Ute From $41,595 (www. ford. com. au) From $38, 990 (www. holden. com. au) From $28,560 (www. mazda. com. au) From $43,990 (www. volkswagen-amarok. om. au) Buyers of the FFU will base purchase on the image of the product (please refer to section 3 for a detailed explanation of the target market). The buyers are looking for a product that is distinctive and unique and a durable vehicle. The vehicle will be used to travel extensively on an everyday basis for both work and leisure. Hence, the vehicle buyers choose to purchase will have to be able to withstand the weather, terrains, and wear. Price is not so much an is sue, however when compared alongside other similar vehicles (as started in the table above), the FFU seems to be selling on the more pricey side.Therefore, if the buyers are budget sensitive, they may decide to weigh in other brands and test-drive the other brands of Utes that are more budget friendly. Page 4 of 18 1. 3 Current Place The FFU uses intermediaries in their business. The use of intermediaries in businesses ensures the effectiveness and efficiency on how the business is run. It also reduces costs and increases competency of a business. Therefore, customers are not able to buy the product directly from the Ford factory. There are many places aside the factory that customers can purchase FFU from.Ford is an international brand and the company strives to ensure that customers can find their products easily. Locations that customers can purchase the FFU are official dealerships, private sellers, franchised dealers and private car yards. The most obvious location customers ca n purchase the FFU is from a Ford dealership that is available worldwide. Customers may search on the Ford official site for a dealer location closest to them. The vehicles are also available for purchase from a licensed dealer for example, John Hughes, AHG and many more.Customers may also choose to purchase the FFU second hand from a third party; for example a previous owner (a private sale), a licenses private car yard, or even a franchised car dealer. Customers may search for car listing information in the classified section of the newspapers or on though the internet. Major newspapers like The West Australian and free communities newspapers like the Canning Times or Freemantel Gazette will have these listings and information similar to free online advertisement pages like www. carsales. com. au or www. gumtree. com. au and many more.The characteristic of the FFU that influences its distribution is the, size, rules and regulation of export countries, durability and demand. A vehi cle is a huge product to ship and transport internationally, hence as stated above in Section 1. 2 of the report, Ford may have partnerships in various locations to produce parts of the cars and have the parts shipped to be assembled in different locations to save costs. However, if the costs are too high and it is not viable to produce or ship a car in certain countries, then Ford might decide not to distribute to that particular country.Affecting distribution decisions are also the taxes and regulations of imported cars in certain countries. In Malaysia, the government aims to protect their local car brands and had imposed exorbitant tax prices on imported cars. In this instance, it may reduce Ford’s affluence in the Malaysian market and definitely reduce sales. Hence it is important for Ford to conduct extensive research and consider if distributing their products to certain countries will be profitable. A positive aspect of distribution of vehicles is that they have no us e by date. There is no shelf-life and a car is a machine that will still work after 6 months.The only downside is to consider the year the car was made as cars lose their value from the date it has been produced. The longer it has been sitting in the show room or the store, or has been driven (odometer has a reading) the least value the car has. Hence, Ford has to extrapolate and forecast the production and distribution amount. Similar to demand, Ford will have to conduct a market research and consider whether customers will use the FFU in their country, or region. For example in states like Western Australia, the need for Utes is high as there are plenty of off roads terrains and plenty of development and mining sites.On the other hand, the demand for Utes may differ significantly in Victoria where it is more developed and there is less need for a utility vehicle. Page 5 of 18 1. 4 Current Promotion The first promotional ad for the FFU was a television ad (available through this li nk: http://www. youtube. com/watch? v=AUbgfWTptoU (YouTube 2000). The ad was aired on national television in the year 2000. It features the FFU racing a modified jet-look alike race car on a flat but rocky terrain. In the ad, as the FFU drive past the jet race-car, the passenger of the FFU made a cheeky remark, â€Å"must be stuck in third†.Then driver decides to accelerate, and the FFU speeds ahead of the jet race-car leaving the jet race-car driver with an amazed look on his face. Then there is a voiceover, mentioning â€Å"The XR8 Falcon Ute, It’s Unbelievable† and the ad moves to the next screen which shows steel bars coming together with the words, ‘Built Tough’ and the Ford logo in the middle of the screen. The next ad, is one of the few from a series of ad. It is a series of ad using the humour appeal which is found on the myFord website (myFord 2012) (refer to appendix for the ad). The ad shows a FFU parked at the top of a cliff, overlooking the beautiful scenery at sunset.A lady sits by the car with her picnic mat and basket and her partner is in the car. They are watching the sunset together, while holding hands (with his hand out of the window and she reaching out for him on the mat from the grass). The caption at the bottom of the ad is â€Å"You’ll never want to get out of the all new Falcon Ute†. Other series of these ads include a guy barbequing from the window of his car on the beach, a couple getting married in a garden with the bride holding the groom’s hand from the car and a lady sun bathing at the beach while the only visible thing about her partner’s hand, holding a bottle of beer from the car window.The TV ad and the website ad are not sending the same message. This could be because these ads are for a slightly different product; they are for the ‘upgraded’ versions of the originals. Hence, Ford wants to send a different message to the buyers that they have identi fied as their target audience and their needs at that particular point in time. For the TV ad, the general message of the TV ad is that the FFU is built for speed and for the web ad, is that the FFU is built for comfort. The theme in the first ad is comparison and demonstration while the theme for the second ad is humor.For the first ad, the business is trying to rule out any misconception of a utility vehicle being slow. Hence, they compared the FFU to a speed of jet race car, and showing (but not exactly proving) that the FFU in fact can be faster than a jet race car. For the web ad, the Ford used humor to show how the FFU, being a utility vehicle can be used on all terrains (mountain, beach, garden) and at the same time it is still very comfortable (that the driver will not want to leave the car for any reasons).At a glance, the messages and the themes of the ads are different but there exists an inherent common goal for both the ad, which is, â€Å"it is built tough, spacious, just for male young adults who like fast, durable, comfortable cars. † Ford wants to attract the masculine audience that has a need for utility vehicles. Ford focuses on promoting to the audience that they do not need to compromise utility for speed and style. The fact that the vehicle is so versatile is a plus point. Page 6 of 18 2. Segmentation Theory 2. 1 Define segmentation (using more than just the textbook’s definition) According to Lamb et al. (2009, 29) segmentation is when marketers diversify their products to attract different groups of customers. Elliott, Rundle-Thiele and Waller (2010, 188) states that the group characteristics that customers are divided into are called segmentation variables. These segment variables include things customers have in common that may be attributed towards their buying behaviours.This segmentation variable influences the decisions for the Ford and how they position and place their product in the market. There are four broad seg ment variables; these are Geographic, Demographic, Psychographic and Behavioural (Kotler et al. 2008, 229). Geographic segmentations are customers’ characteristics of the locations they live; like, climate, local population, topography and if is an urban, suburban or a rural 2. 2 Explain segmentation For example, for the purpose of this assignment the FFU marketers will target customers living in Western Australia.The demographic characteristics are the customers’ age, sex, ethnicity, income and household composition. The FFU will be targeted towards males that are approximately age 26 to 37. The psychographic segmentation characteristics include personality attributes and motives, lifestyles, their VALS characteristics and their Roy Morgan values. FFU will focus their efforts on advertising a segment that will be most lucrative which will be young male adults who have an active lifestyle and that requires a durable vehicle for work and leisure.The behavioural characte ristics includes how often customers purchase, how loyal they are to the brand and others. 2. 3 Three benefits to Ford Falcon Ute from using segmentation †¢ Targeted, effective advertising – The Ford marketers can create advertising campaigns that are focused and targeted towards the segments in the market that they want to sell to. Targeted advertising is effective as potential buyer will find the message of the advertising relevant to them. For example, if the ad were to show a 60 year old man as the spokesperson for a Ute the ad may be ineffective. Save money on advertising – If Ford produced which is targeted to appeal to a particular segment; they can also set the image of the product. This will also increase efficiency as there will be less wastage of valuable time, effort and advertising funds. It is better to produce one ad that is focused where the target audiences will understand and be able to relate to rather than 10 ads that have little relevance to t he market and will more likely cause confusion. †¢ Easier to monitor changes in a segment than a whole market – If Ford place a team to focus on the arget market of the FFU, they will be able to foresee and predict to market changes that are specific to the segments. The car industry and the society’s choices are deeply impacted by both macro-environmental and micro-environmental forces. For example, if the targeted market is expected to be impacted by the bad economic conditions to come and sales of the FFU is predicted to fall, FFU can react to it in a timely manner by producing budget versions of the FFU to attract the segment during the bad times. Page 7 of 18 3. 0 Target Market Characteristics/Images/Rationale TableColumn 3. 1: SPECIFIC Characteristics of your assigned brand’s primary target market AND explanation of why they are relevant to your product. 3. 1. 1 Column 3. 2: Image that illustrates characteristic given in Column 3. 1 (Insert pictures b elow)v 3. 2. 1 Column 3. 3: Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. 1. 3. 3. 1 G E O G R A P H I C SPECIFIC Characteristics Country: The Target Market has to be located in the country where the unit is being taken. Hence, the Target Market for the Ford Falcon Ute lives in Australia.Explanation of why According to MUARC, TAC, VicRoads and RACV*, when choosing large cars, Australians like Ford as they are perceived to having the have the safest large cars (Michelle Ainsworth 2011). The Australian flag in the shape of the Australian continent represents the geographic location of the Target Market. * MUARC – Monash University Accident Research Centre, TAC – Transport Accident Commission, RAVC – Royal Automobile Club of Victoria. SPECIFIC Characteristics Climate: The Target Market for the Ford Falcon Ute lives in places that experience all types of climatic conditions.Explanation of why The Target Market wil l find the Ute reliable in all types of harsh weather. As mentioned in the Australian Bureau of Statistics, â€Å"Australia experiences many of nature’s more extreme phenomena; including droughts, floods, tropical cyclones, severe storms, bushfires, and the occasional tornado† (ABS 2009). The image depicts that Australia goes through a four season weather change. Page 8 of 18 SPECIFIC Characteristics Topography: The Target Market for the Ford Falcon Ute is located in Western Australia Explanation of why Western Australia is mostly made up of the deserts and outback.As quoted from the Australia Bureau of Statistics, â€Å"Australia is the second driest continent in the world and has the largest desert region in the southern hemisphere. More than a third of the continent is effectively desert; over two thirds of the continent is classified as arid or semi-arid. † The Target Market for the Ford Falcon Ute will find it particularly suitable on the rough terrain. SPE CIFIC Characteristics Urban: The Target Market for the Ford Falcon Ute lives in or near major metropolitan centers. Explanation of why There is easy access to services, food, entertainment and provides many choices when it comes to buying a vehicle.The convenience factor of living near the city is worth paying more for which may be an indicator that the Target Market would be willing to pay a premium price. The Pinnacles desert is a popular symbol of Western Australia. G E O G R A P H I C This picture of the Central Business District depicts that the targeted segment lives in the vicinity of the city. Page 9 of 18 Column 3. 1: SPECIFIC Characteristics of your assigned brand’s primary target market AND explanation of why they are relevant to your product. 3. 1. 2 Column 3. 2: Image that illustrates characteristic given in Column 3. 1 (Insert pictures below)v 3. . 2 Column 3. 3: Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. 1 . 3. 3. 2 SPECIFIC Characteristics Sex and Age: The Target Market for the Ford Falcon Ute is a male between 21 and 35 years old. D E M O G R A P H I C The image portrays a male in his late 20s’ enjoying a beer, ready to have fun. Explanation of why The target market has a full driver’s license and likes driving big cars with ‘power’. He is energetic and always on the move, therefore a vehicle that is tough, powerful and dependable like the Ford Falcon Ute will suit his needs.SPECIFIC Characteristics Job: The Target Market for the Ford Falcon Ute has a blue collar job. Explanation of why He loves what he does as it allows him flexibility and he is not a ‘rules kind-ofguy’. He is spontaneous and hates routine. He likes the Ute as it enables him to transport his work supplies and still look good. This picture shows a guy happy with his job as a blue collar worker/tradie. Page 10 of 18 SPECIFIC Characteristics Household composition: The Target Mar ket for the Ford Falcon Ute is a young adult who is most likely in stage 1, young singles (bachelorhood) of the Family Life Cycle.Explanation of why He has just gained his financial independence, has no commitments and has all his disposable income to spend. Now, he is in control and he can make his own decisions on what to purchase. He chooses the Ute, because it makes him look good to the ladies. The picture demonstrates the target market’s family life cycle stage. Being an eligible bachelor, he is very popular among the ladies. D E M O G R A P H I C ME! SPECIFIC Characteristics Income: The Target Market for the Ford Falcon Ute makes a sizeable salary between $75K and $100K per year and spends it all.Explanation of why He has no financial commitments and does not have a reason to save, yet. He purchases the Ute, which symbolizes his masculinity and spending power. Financial independence accompanies the bachelorhood stage. The picture shows that he has his own sizable income now. Page 11 of 18 Column 3. 1: SPECIFIC Characteristics of your assigned brand’s primary target market AND explanation of why they are relevant to your product. 3. 1. 3 Column 3. 2: Image that illustrates characteristic given in Column 3. 1 (Insert pictures below)v 3. 2. Column 3. 3: Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. 1. 3. 3. 3 P S Y C H O G R A P H I C SPECIFIC Characteristics VALS: The Target Market for the Ford Falcon Ute belongs to the VALS Group – Experiencers (The VALS Types 2006) Explanation of why He is motivated by self-expression and has a lot of energy; he loves trying new things and goes by the motto ‘No Fear’. The Ute is best suited for his lifestyle as it brings him to places no other cars can reach (rough terrains, mountains, sand)The picture portrays him and a buddy skydiving in the Avon Valley, Western Australia. SPECIFIC Characteristics Personality Attributes: The Target M arket for the Ford Falcon Ute loves hanging out with his mates and is socially aware. Explanation of why He has moved out of home and no longer has a curfew to abide by. He also does not need to rely on public transports or a taxi cabs to get him home after his weekly partying escapades. He owns his own car now, and he frequently offers his friends a ride on his Ute. He is proud to show it off and loves receiving compliments on his car.As depicted in the picture, he places importance in his social circles. He enjoys dinners, drinking and entertainment with his friends. He uses the Ute to take his friends home, when he is the designated driver. Page 12 of 18 P S Y C H O G R A P H I C SPECIFIC Characteristics Roy Morgan Value Segments: The Target Market for the Ford Falcon Ute is in the ‘new and different’ segment. Their attraction to things which are new and innovative usually means that they are the first to adopt on new products and services, often just for the excitem ent of having a new toy – regardless of the cost. Roy Morgan Research 2012) Explanation of why The target market likes the Ford Falcon Ute because it is new to the market and boasts advance technology. It has the EcoLPi, Bluetooth mobile phone integration, and iPod integration (Ford 2012). As shown in the picture, the Ford Falcon target market is attracted to innovative products and new toys. SPECIFIC Characteristics Lifestyle: The Target Market for the Ford Falcon Ute has a typical laid-back Australian lifestyle. Explanation of why What better way to transport ingredients for a good old ‘barbie’ and a slab of beer than in his Ute?Like all Aussie blokes, he LOVES his ‘barbie’ and hanging with his mates on a warm summers’ day, particularly when there is beer involved. The picture shows a typical Aussie barbeque menu: steaks and chicken wings. Missing in the picture is a can of beer. Page 13 of 18 Column 3. 1: SPECIFIC Characteristics of your as signed brand’s primary target market AND explanation of why they are relevant to your product. 3. 1. 4 Column 3. 2: Image that illustrates characteristic given in Column 3. 1 (Insert pictures below)v 3. 2. 4 Column 3. 3: Explain how the image provided in Column 3. 2 illustrates the characteristic provided in Column 3. . 3. 3. 4 SPECIFIC Characteristics Loyalty: The Target Market for the Ford Falcon Ute is not brand loyal. B E H A V I O R A L The image depicts that the target market for the Ford Falcon Ute is not brand loyal. Explanation of why Being an Experiencer (The VALS Types 2006), he prefers new-to-the market and new technology than to limit himself to particular brands. He likes trying new brands and new things. He purchased the Ford Ute as some of his mates already own the Holden Ute. SPECIFIC Characteristics Benefit expectation: The Target Market for the Ford Falcon Ute values the benefits of status, usability and low maintenance.Explanation of why The benefits sough t in the Ute are serving as symbols of his masculinity and status as well as transporting his work supplies. He needs for the vehicle to be durable and dependable. The picture shows how the target views himself. Customers purchase products consistent to their ideal self-image. The Ute is an extension of the symbol of his masculinity. Page 14 of 18 SPECIFIC Characteristics Price sensitivity: The target market is not worried about the price tags on his purchases. He feels that spending big bucks in exchange for style is worth it. B E H A V I O U R A LExplanation of why He prefers to spend on things that are classy and up market. He likes the Ford Falcon Ute because it looks stylish, even if it means spending more compared to the Holden Ute. This is a picture of the target market’s bachelor pad. He has a race car simulator with 3 flat screens, high end gym equipment and an elevated flat screen LED TV in the entertainment corner of his apartment. SPECIFIC Characteristics Volume u sage: The Target Market for the Ford Falcon Ute has a high usage rate. Explanation of why The picture depicts that the usage rate of the Ute will be high.The Ute will be used to transport work supplies, fetch his mates to AFL games and drive through road-less terrains. The image depicts a dirty car which is used frequently. The target market possibly went off road for a job yesterday. Page 15 of 18 4. 0 Reference List ABS (Australian Bureau of Statistics). 2006. Australian Deserts. Cat. no. 3101. 0. Canberra, A. C. T. : ABS. http://www. abs. gov. au/AUSSTATS/[email  protected] nsf/Lookup/1301. 0Feature+Article12006 ABS (Australian Bureau of Statistics). 2009. The exceptional heatwave of January –February 2009 in south-eastern Australia.Cat. no. 3101. 0. Canberra, A. C. T. : ABS. http://www. abs. gov. au/AUSSTATS/[email  protected] nsf/Lookup/1301. 0Chapter1012009%E2% 80%9310 Ainsworth, Michelle. 2011. The Herald Sun: MUARC, TAC, VicRoads, RACV reveal Australia's safest us ed cars. Accessed July 28, http://www. heraldsun. com. au/news/muarc-tacvicroads-racv-reveal-reveal-australias-safest-used-cars/story-e6frf7jo-1226102225219 Carsales. 2012. Accessed March 12, www. carsales. com. au Elliott, Greg, Sharyn Rundle-Thiele, and David Waller. 2010. Marketing. 2nd ed. Milton, Queensland: John Wiley & Sons Australia, Ltd.Ford Falcon XR8 Ute Advertisement. 2000. YouTube video, 0. 28. http://www. youtube. com/watch? v=AUbgfWTptoU Ford Feel the Difference. 2012. Ford. Accessed March 12, http://www. ford. com. au/servlet/Satellite? c=DFYPage=1248884753526=wrapper ite=FOA#overlay=1248916613837 Ford. 2012. Accessed March 10, www. ford. com. au Ford: Ford Falcon Ute Accessories. Ford. 2012. Accessed January 12, http://www. ford. com. au/commercial/falcon-ute/accessories/exterior Gumtree. 2012. Accessed March 12, www. gumtree. com. au Hammerton, Ron. 2012. Ford Falcon Ute goes five stars.Go Auto. http://www. goauto. com. au/mellor/mellor. nsf/story2/0B9A1FB567000AE1 CA257745 000048D7 Holden. 2012. Accessed March 10, www. holden. com. au Kotler, Adam and Denise Armstong. 2008. Principles of Marketing. 4th ed. Frenchs Forest, NSW: Peasons Education Australia. Lamb, Charles, Joseph Hair, Carl McDaniel, Jane Summers and Michael Gardiner 2009. Mktg. 1st Asia Pacific ed. China: Cengage Learning Australia Pty Limited. Page 16 of 18 Martin, Cathy. 2012. â€Å"Lecture 5: Chapter 6 Markets Segmentation, Targeting and Positioning. † PowerPoint lecture notes.

UPS International Strategy through 2012 Essay Example | Topics and Well Written Essays - 2000 words

UPS International Strategy through 2012 - Essay Example After carefully assessing the scenarios from different aspects, recommendations are provided at the last of this paper. The largest package delivery company and a global leader in supply chain services, United Parcel Service (UPS), was founded on 28 August, 1907 in Seattle, Wash by 19-year-old   Jim Casey  and 18-year-old Claude Ryan as American Messenger Company. By the time, it progressed and expanded and now it is the world largest package delivery company. UPS employees about 415,000 people including 343,000 U.S. citizens and 70,000 International. Serving in more than 200 countries and territories, its total number of customers touches 8 million. In 2008, UPS delivered an average of 15.5 million pieces per day worldwide and earned revenue of $51.5(b). UPSs key services include logistics and distribution, transportation and freight, freight forwarding, international trade management and customs brokerage. UPS leads in providing less-than-truckload and truckload services coast-to-coast. UPS is running the 9th largest airline in the world with an AA balance sheet credit rating. (UPS Fact Sheet). Going global creates opportunities for companies to grow in new markets. One of the most important and difficult task for the top management is to create effective strategies for company and more difficult is the creation of an International Strategy. Basically, UPS was involved only in movement of goods, but by the time, it understood the new trends of markets and started providing various services including logistics and distribution, international trade management, customs brokerage, consulting, mail, e-commerce, and a variety of financial services. If we look into the history of this company, we will come to know that UPS has never stopped improving and expanding its businesses. UPS fully understand the importance of Global trade in present scenario of recession. CEO of UPS, Scott Davis,

American Unjust Drug War Research Paper Example | Topics and Well Written Essays - 1250 words

American Unjust Drug War - Research Paper Example Such premises, as will be discussed below, are stronger than those which seek to justify the state’s tough anti-drug laws. II Thesis This paper asserts that America’s war against illegal drug use is unjust because it does not simply violates but violently repress the drug user’s inherent right to choose, putting the American society at greater risk. This argument strongly weakens the popular assertion of prohibitionists that illegal drug use poses extreme harm not only against users but the society as a whole, thus must be prohibited at all costs (Huemer 135). Moreover, this vividly illustrate that a law founded on distorted truth could create more rather than resolve problem, demonizing rather than humanizing society. Essentially so, the end could not justify the means; neither the means could justify the end. Democracy, which the American society proudly upholds, is founded on giving due respect to the inherent rights of every individual, as enshrined in the Bi ll of Rights of the Unites States Constitution. Violating any of these fundamental rights contradicts American principles on civil liberties, that could weaken the very foundation of this powerful nation. One of the rights inherent in every individual is no other than the right to choose, as this acknowledges the individual’s freedom to make personal decisions. This means, the body, self and life of the individual is his/hers alone. Whatever he/she would like to do about it is his/her sole right. Meaning, an individual has the fundamental right to choose and the freedom to decide whether or not he/she will use drugs, despite knowing the harm such choice may effect on him/her. As such, the government has no business over an individual’s decision on what to do with his/her body, self, and life. Therefore, America’s war against drug is unjust, because anti-drug laws do not simply deny but violently attack drug users of their personal autonomy, subsequently violatin g their other basic human rights such as the right to liberty and the right to life. This is not to say that criminalizing drug use unjustly tarnishes the user’s reputation, causing him/her to be socially isolated and depriving him/her of opportunities and decent life. Furthermore, since the right to choose is inherent in every individual, no one – not even the majority will and not even legislation – can take away this right from an individual; only the individual him/herself can surrender this right if he/she freely chooses to do so. Meaning, if the individual knowingly decides to subject him/herself to drug use regulation or prohibition, for example under medical care, then that is the only time that his/her drug use, specifically related only to the health problem being medicated, can become the business of the authority – in this case the medical health professional. But even under such circumstance, the failure of the individual to regulate or forbi d him/herself of drug use as medically prescribed does not make him/her a criminal. If the prohibition of drug use already violates the individual’s right to choose, criminalizing it is tantamount to state repression, further proving therefore, that America’

Evaluate the argument that global crime has grown significantly over Essay

Evaluate the argument that global crime has grown significantly over the last two decades, and outline any impact of globalisation process - Essay Example These include drugs such cocaine which is harvested in the jungles of Columbia before it makes its way to the cities of London, New York and Paris. In Afghanistan, the poppies of this country are harvested, sent to heroin processing plants in Eastern Europe before they find their home in the veins of Western Europeans and North Americans. In addition to the globalisation of drugs and the internationalisation of narcotics, globalisation has increased the incidents of piracy, counterfeit goods and organ trafficking. Perhaps most insidiously, globalisation has paved the way for an international traffic in people which involves the smuggling of refugees in addition to the international traffic of women. While some women are trafficked to work as domestic servants or as migrant laborers, the majority are sold into sexual slavery and exist as 21st century slaves. While international piracy, the spread of international counterfeit goods and organ trafficking are all interesting subjects the study from a sociological perspective in light of the internationalisation of crime, due to the limited scope of this analysis the following will focus upon the international traffic of women as well as the internationalization of drugs. Since the global traffic of women for sexual servitude is perhaps one of the most insidious byproducts of the globalisation movement, the following will begin with an overview of this exploitative trade. The transnationalisation of crime has increased in the 21st century. Complex economic interdependence has increased the avenues for criminals seeking to exploit the international economic system and create networks for their criminal endeavors. To say that the transnationalisation of crime exists today is not to say that it did not exist previously. Many of the crimes which are being carried out each and every day existed a century ago in Western Europe and the wealthy countries in

How Architecture Transformed the Objectives of Edifices Essay

How Architecture Transformed the Objectives of Edifices - Essay Example The main idea of the essay is found in the third paragraph after a considerable discourse on the background of hospitals and medical treatments from the 1900s. To quote: â€Å"In a quirky continuation of past thinking about the need for a civic image for the hospital, designers and administrators began emulating community center, the shopping mall. As a result, hospitals entrances became more welcoming, waiting rooms more inviting, facilities reintegrated more fully into daily urban life, and patients (or even better clients) treated more as guests or consumers.† (p. 82) The argument is that by adopting an environment of domesticity and emulating community-center, hospitals were able to change the old negative perception into something pleasant even without any significant alteration to the patient-doctor relationship. From cold, clinical and drab institution into a welcoming public space, Sloane successfully depicted how hospitals were effective in taking control of their dev elopment and their future by using architectural design in their strategy to adopt. Meanwhile, Cultural Infrastructure investigated the influence of Franklin Roosevelt’s New Deal on the modern design of American public space. It immediately opined that such â€Å"brief and rich period of commitment to public building produced many of the works that define the public space we now use†. (p. 226) It was cited that Roosevelt Administration resulted in the widest public building program ever that left a lasting mark on what Leighninger called as cultural infrastructure – roads, bridges, schools, courthouses and other public facilities such as parks, museums, gardens, civic centers and city halls, among others. The paper is well researched and has outlined impressive figures and data to support arguments made. For example, a list of new and modified infrastructures and edifices were provided, showing the number of constructed buildings ranging from schools to rodeo gr ounds. An important claim made by the author was the fact that the flurry of construction completed during the period was driven by the need to address the unemployment and economic stagnation of the Great Depression. The reference to this variable allowed Leighninger to explore the distinct contribution of the New Deal to the way public spaces were designed. A case in point was the suggestion that public spaces were designed in such a way that they might discourage dissent. This is supposedly demonstrated in the way the construction of large spaces was avoided and instead more neutral and distracting ones were erected such as zoos and gardens. While there are pieces of evidence of large public spaces constructed such as the Orange Bowl and Cow Palace, Leighninger maintained that there was, indeed, the presence of bias in favor of smaller spaces that constrained politically charged atmosphere. (p. 230) A more important claim, however, was made when the author discussed how public sp ace – as approached by the New Deal architects and urban designers – is not all about the economic consideration.

W8 Assignment Example | Topics and Well Written Essays - 500 words

W8 - Assignment Example The author further asserts that such profits disappear after the competitors copy the innovations. The system swallows up ideas and changes them into a well-digested fodder for everyday productivity. He therefore, calls the introducers of these changes entrepreneurs, the business trailblazers or risk takers. He also noted that competition always forced down the prices leading to the ultimate disappearance of profits. He describes entrepreneurs as talented specialists who differ from politicians or military leaders as the society treats them as social pariahs or upstarts. They, therefore, reside outside the limelight, fond of dynasties and are not motivated by riches or titles. As the economy grows to complexity, senior managers are faced with uncertainties. Frank Knight pointed out that risk and uncertainties are different. His thesis stated that entrepreneurs are better at peering into the improbability that does not mean that they are efficient since it can neither be observed nor quantified. His argument rested in uncertainty, not efficiency. Knight argues from an abstract concept of uncertainty. His theory could be improved by minimizing contracting and supervisory cost to create efficacy. Schumpeter’s driving force is his accolade to the talented few. Another intriguing possibility is that he imbued with elitist notions that have created this paradigm as a means of self-glorification. He sees himself as the swami of elitism. He begs the question of economics by reducing it to one quibble: Do economists merely compartmentalize the facts about life the way we know it, or they serve as visionaries? Is economic function analytical or predictive? He opted to lay out a vision for the future generations rather than being mundane with money matters. He produced a passionate interest in the captains of industries. Schumpeter’s argues that

Final Project Assignment Example | Topics and Well Written Essays - 2500 words - 1

Final Project - Assignment Example Several criteria exist for optimizing organizational performance, and these criteria are also important in organizational assessment. This paper will seek to identify and analyze the quality gaps that exist in the University of California - San Diego Medical School through performance enhancement criteria, and then proceed to discuss concepts of performance excellence, continuous quality improvement and total quality management and how they apply to UCSD Medical School. The role of the leadership in UCSD Medical School in fostering and sustaining organizational and clinical quality will also be studied. Organizational assessment allows businesses to determine their current state in terms of quality and performance and as a result formulate policies and strategies for the way forward (Perkins, Verladi, Nightingale and Rifkin p. 1). The initial assessment is important in the identification of performance gaps within an organization and hence an indicator of the areas that should receive priority. After undertaking a transformational path, organizational assessment is important in appraisal of the progress made in the achievement of the desired performance. As opposed to traditional departmental or group performance assessment, organizational performance involves a study of the wide structural and functional aspects of an organization which enable such an organization to develop and implement policies that are sustainable in the achievement of both long term and short term goals. Organizational assessment is a holistic strategy for examining the strengths and weaknesses of the program s being implemented in an organization, and besides this internal perspective, it can also serve as a measure of an organization’s performance against its competitors (Perkins et al. p. 2). The criteria utilized to enhance organizational performance are also the same ones used in organizational assessment. For a health institution such as the UCSD

Critical Thinking Week 2 Essay Example | Topics and Well Written Essays - 1500 words

Critical Thinking Week 2 - Essay Example Nothing is accepted on face value and every aspect of a communication, whether oral or written, is questioned to clearly identify the issues, stated conclusions, arguments, evidence in support and assumptions/omissions/fallacies. This should lead to the right conclusions and right decisions. Clear thinking is all about ‘the ability to engage in reflective and independent thinking’ (Anon., n.d., philosophy.hku.hk). According to Study Guides, clear thinking involves ‘placing the facts and information in a pattern †¦ and †¦ accepting or rejecting the source values and conclusions†¦Ã¢â‚¬â„¢ (Anon., n.d., studygs.net). In the following paragraphs, a memo from the Director of Human Resources, Federated State Employees Union (FSEU), Local 343 to its President, in response to the proposal of the Governor of the state of Illinois for economizing the budgeted personnel cost of the department of transportation (DoT) through outsourcing its information systems m anagement, is analyzed applying the critical thinking process through its various steps (Browne and Keeley, 2007). Analysis Step 1: Issue and conclusion The memo lays down the union’s opposition to privatization of jobs as a means to curtail costs, dilates on the perils of the proposed action on union and its members, and attempts to justify the opposition on multiple grounds. The prescriptive issue conveyed is: Should the Governor’s proposal to cut costs by eliminating certain jobs by resorting to privatization be allowed to be implemented? The conclusion is: It is not only a bad idea but also bad in law, and is in effect an attempt to control the union. Step 2: Reasons offered FSEU is questioning the rationale of eliminating jobs through outsourcing, which opens up the possibility of permanent unemployment of the concerned union members. Since outsourcing would potentially invite foreign agents with their unfair advantage of low-wage workers, the proposal is seen as anti-American and as a forerunner for similar attempts in other departments too. Further, it would lead to reduced wages as a result of competition from foreign workers. Dispersal to other departments and potential wage reduction are attempts by the management to gain control over the union. Displaced workers, if at all they get new postings, would need to learn new skills and to cope with new environs, in spite of their age, experience and merit. It is contended that employee reduction/displacement through privatization runs contrary to the Pendleton Act of 1883. Step 3: Ambiguity in reasoning The Wikipedia reference to the relevance of Pendleton Act of 1883 is tenuous and not specific. Words and phrases like ‘instability, most likely, similar, attempt to drive out old experienced workers’ are ambiguous in context and not supported by reason or evidence. Step 4: Value assumptions/conflicts The major value assumed in the memo is the union’s right to protect the i nterests of its members and for citizens at large, both on the present issue and for future. Further, it is argued that yielding by the union on the issue would weaken its position for future negotiations with the management. At the same time, the assumed threat for the union members is sought to be used to garner votes

US Entry into Vietnam Essay Example for Free

US Entry into Vietnam Essay Every American president basically regarded the enemy in Vietnam, whether the Vietminh, the National Liberation Front in the 60s and the government of Ho Chi Minh in North Vietnam, as agents of global communism (Rotter 1999, p 1). US policymakers and most Americans conceived of communism as the opposite of what they stood for. Communists opposed democracy, violated human rights, conducted military attacks and formed closed-state economies, which did not trade with capitalist countries. They loathed communism like a contagious disease. When the Communist Party rose to power in China in 1949, the US government in Washington feared that Vietnam would fall into the hands of communists. This was the reason why the administration of US President Harry Truman decided to send aid to the French who were then fighting the Vietminh in 1950 (Smitha 2005, p 2). Earlier in May, 1945, the Truman administration approved the resumption of France’s colonial authority in Indochina in the hope that France would fight communism in Vietnam. The Viet Minh, a movement led by Ho Chi Minh, a veteran communist, resisted the French regime in Vietnam. At the end of the war, the Viet Minh announced Vietnam’s independence of foreign rule. But the Truman administration and the Allied powers did not want the Vietnamese to be independent. The war between the French and the Viet Minh then began in December 1946. The US sided with the French in Vietnam for the sake of fighting communism in Europe and Indochina and sent financial and material support to the French to overthrow Ho Chi Minh’s government in Vietnam (Rotter p 5, Smitha pp 16-17). President Truman supported the French also in the hope of helping them build and reinforce non-Communist nations whose fate depended to a large extent on the preservation of Vietnam (Rotter 2005, Smitha 1999). He saw that a free world in the region would open markets for Japan, The involvement of the US in Vietnam likewise assured the British of the revival of the rubber and tin industries in Malaya, a neighbor of Vietnam. With US help, the French could move on with efforts at economic recovery at home and ultimately retrieve their military forces from Indochina to oversee the rearmament of West Germany. These were the perceived deep-seated motivations of US involvement in Vietnam (Rotter, Smitha). After the invasion of South Korea by North Korea in 1950, Secretary of State Dean Acheson convinced President Truman to increase US assistance to the French (Smitha 2005). The US also recognized France’s puppet king, Bao Dai, in Vietnam, only to be replaced later (Smitha, p 9). Step by step, the US entered into the conflict for these goals, which gradually waned and were forgotten. What later developed was a tendency against withdrawing from Vietnam itself (Smitha, p 10). When the Vietnamese Nationalist Vietminh army won over the French at Dienbienphu in 1954, the French were forced to accept the creation of a Communist Vietnam north of the 17th parallel and leaving a non-Communist side in the south (Rotter 1999, p 2). Then US President Dwight Eisenhower rejected the arrangement. Instead, he endeavored to set up a government there to wrestle control from the French, sent military advisers to train a South Vietnamese army, and operate the Central Intelligence Agency to stage a psychological warfare against North Vietnam (Rotter). In his address at the Gettysburg College, Eisenhower pointed to Vietnam as a free but poor and underdeveloped country with a weak economy where the average individual income was less than $200 a year (1959, pp 96-97). The northern part of Vietnam was taken over by communists. He stressed that South Vietnam needed assistance in self-defense and economic growth. The people of Vietnam wanted to thrive and to become self-sufficient. For Vietnam to expand economically, it would need to acquire capital and for this to happen, it should be freed from outside hostility and private investments should be established to infuse capital. Otherwise, it should be given outside loans and grants from more fortunate countries. He emphasized that Vietnam’s freedom should first be insured and then its economic problem would be solved. In addition, the military forces in Vietnam also needed support without affecting or destroying the economy of Vietnam. He justified the continued existence of US military forces in Vietnam because of the closeness of Communist military forces in the north. He also said that while Communist guerrillas had been substantially contained, the remaining ones continued to disrupt the overall conditions of the nation. He emphasized the need to equally provide sufficient moral support to the troops so that they would continue to have the hope, confidence and pride needed to ward off the threats of aggressions from within and without the borders Upon his assumption as President in 1952, US aid to the French in Vietnam increased and reached 80% in two years’ time (Smitha 2005). In 1954, Bao Dai was replaced by Ngo Dinh Diem. But the French disliked Diem, a nationalist who stood aside during the struggle for independence from the French. He was a courageous, honest and persistent, but he was also inept and he was not popular with ordinary people. He was surrounded by relatives and friends and did not establish close relationships with local leaders and groups in the South. His forces in the rural areas were feared and hated. His strategic hamlet program relocated peasants into communities, surrounded by barbed wire to separate them from the guerillas. They did not like their new hamlets (Smitha, p 14). At a news conference on the steel crisis during his term, US President John F. Kennedy contrasted those Americans fighting for freedom in Vietnam with executives who pursued private power and profits beyond a sense of public responsibility (Bostdorff and Goldzwig 1994). While recognizing the importance of the steel controversy, he re-emphasized the value of the US mission in Vietnam. Whenever he had the chance, he restated the nation’s moral commitment. His morally-grounded idealistic rhetoric gained him definite advantages. His arguments made him sound tough and pleased those with an equally hard-line position against communism in Southeast Asia. He could also use these arguments to justify and support his policies, such as when Congress threatened to reduce foreign aid. He insisted that foreign aid was an all-or-nothing proposition because principles were at stake. He pressed that Congress could provide all the aid he believed should be given or Congress must assume the responsibility and culpability in the event of a victory of Communism and the defeat of freedom in those nations at risk. He maintained that representatives and senators must make policy decision in the light of the larger moral consequences to which these policies would inevitably lead. At the Economic Club of New York in 1962, he commented that Vietnam would instantaneously collapse if the US did not assist it. He consistently presented and idealistically argued that Vietnam as the conflict or a battle of principles and urged all citizens to commit themselves to an all-out support to that commitment. If they did not, they would then have to prepare for a communist victory, which would negate and destroy the cause of freedom all over the world (Bostdorff and Goldzwig). France’s Charles de Gaulle warned President Kennedy that the US would sink into a â€Å"bottomless quagmire† in Vietnam, no matter how much money was spent on it and how many men were sent to it (Smitha 2005, p 10). The President increased the number of advisors to help the Diem regime in 1961, until he realized that the battle had to be won by the Vietnamese themselves, not by Americans. He was aware of Diem’s unpopularity and that Diem would fail to rally in the South in the fight against the communists.The time came when it decided to find an alternative to Diem and connived with his generals to overthrow him (Smitha, pp 13-15). # BIBLIOGRAPHY 1. Bostdorff, Denise and , Steven. Idealism and Pragmatism in American Foreign Policy. New York: Presidential Studies Quarterly. Vol 24 Issue 3, 1994 2. Rotter, Andrew J. The Causes of the Vietnam War. The Oxford Companion to American Military History. New York: Oxford University Press, 1999. http://www. english. uuc. edu/maps/vietnam/causes. htm 3. Smitha, Frank E. The United States and Vietnam. Macrohistory, 2005. http://www. smitha. com/h2/ch26. htm

What is a long-loop reflex?

What is a long-loop reflex? A rapid stretch of a voluntarily contracting muscle evokes electromyographic (EMG) responses at various latencies, as described by Loo, K. McCloskey, D. (1985). Response latency measures the time delay between a perturbation and response, the response is typically greater in a stretch than a jolt as found by Lee and Tatton (1975) who also proposed that there are typically 3 responses to a muscle stretch namely M1, M2 and M3. The first, M1, represents the short latency involuntary monosynaptic spinal stretch reflex involving primary afferents. M2 represents the delayed response corresponding to the, perhaps transcortical, long loop reflex response and M3 represents the latency for a voluntary response mediated by the cerebellum. These 3 distinct responses can be displayed graphically, as shown in figure 1. From analyzing figure 1 we can see that, using the terminology introduced by Lee Tatton (1985), M1 is the response seen approximately 45-60ms after the perturbation, M2 represents the increase in EMG activity 60-90ms after the perturbation and the increase in EMG activity between a latency of 90-110ms is termed M3. Any response with a latency of greater than 110ms is a voluntary response and is not considered to be a reflex response. These findings have been widely accepted and are frequently cited in later studies, for example in the study by Thilmann, A. F., Schwartz, M., Topper, R. Fellows, S.J. and Noth, J. (1991). Suminski, A.J., Rao, S.M., Mosier, K.M. and Scheidt, R.A. (2007) made a similar discovery finding short latency responses arising from monosynaptic reflexes, consistent with the latency of the M1 response. Petersen, N., Christensen, L., Morita, H., Sinkjà ²r, T. and Nielsen, J. (1998) showed that ankle dorsiflexors typically show an M3 response. More interestingly, this paper also claims that the M2 response in the upper limb seems to correspond with the M3 response in the lower limbs. According to Corden,  D.M., Lippold,  O.C.J., Buchanan, K. and Norrington, C. (2000), the second component of the stretch reflex response, M2, was first discovered by  Hammond (1955) who believes that the long latency is due to the long loop reflex travelling the extra distance to the cortex. Hammond (1956) studied the EMG response in the bicep muscle and found that the earliest voluntary muscle activation in response to mechanical taps occur after 90-100ms which contradicts with the later findings from Lee Tatton (1975) who claim voluntary response represents latencies greater than 110ms. This raises the possibility that the long loop reflex may have voluntary input. There have been many studies carried out investigating if the long-loop reflex is mediated by transcortical pathways. Logically, one would expect reflexes to be a hard-wired response and voluntary movement to have variation in responses. However, Evarts and Fromm (1981) provides evidence suggesting variability in their study of the wrist position. They concluded that the long loop reflex gives a pathway for the motor cortex to initiate closed loop feedback control to the flexors and extensors of the wrist. It can be argued that long latency responses fit both voluntary and reflex criteria. Arthur Prochazka, for one example, took particular interest in ambiguity for the correct definition of a reflex. For instance, is it regarded as a response which happens too quickly for the brain to notice, in which case, the M2 response would not be classed as a reflex since it is of long latency, or can it be defined as an involuntary response, in which case, the M2 response would be classed as a reflex since it occurs below the time threshold for it to be a voluntary action and occurs without any conscious awareness of the movement. If the long loop reflex goes via the motor cortex, it could be influenced voluntarily. A notable study by Loo McCloskey (1985) proposed that long loop reflexes are variable. This report studied the EMG responses of the flexor pollicis longus when a stretch was applied to the thumb-tip. The subject was required to initially have the muscle in a fixed, contracting state generating a constant force to give a baseline EMG to compare any results found against. Their results showed that, in the isometric holding task, all participants of the study could significantly alter the long latency responses to a stretch with some subjects recording up to 95% reduction in EMG activity when instructed to let go as opposed to resist. This indicates that motor set has an influence on the long loop reflex. Although the results for the isometric tracking, isotonic tracking and weight lifting tasks were less convincing, they still showed the ability to decrease EMG activity when told to let go not resis t, contradicting previously claimed results from Marsden et al (1976) which suggested that prior instructions had no influence on EMG responses. When the thumb was anaesthetised, there was no evidence of abolishment of the long latency EMG response, contrary to what was noted by Marsden, Merton Morton (1971). However, Loo McCloskey (1985) found there was a significant linear correlation between the percentage increase in perceived heaviness and the percentage reduction in long latency reflex. This study provides us with defining results, however, not all subjects performed all tests and not all results were significant so there still remains room for debate. Long loop reflexes were found to be abolished or depressed by lesions to the pathways to and from the cerebral cortex, again, giving the view that the long loop reflex does take a transcortical pathway. Matthews, P. B., Farmer, S. F. Ingram, D. A. (1990) also concluded from their study on the localization of the stretch reflex of intrinsic hand muscles in a patient with mirror movements that long loop reflexes are mediated transcortically. The long loop reflex, it has been suggested, has a slower onset due to the longer route the reflex has to take. A monosynaptic spinal reflex arc is clearly a shorter route than the long loop reflex which, as some evidence shows, could go via the cortex. In a previous study, Hammond (1954) suggests the main feasible explanations for the delayed M2 response could be due to the longer neural pathway it takes or that the neurones involved are slower conducting. Matthews (1984) discovered the same findings as he suggested in his paper that the M2 response is mediated by muscle spindle secondary endings which by nature are slower conducting afferents. Corna, S., Grasso, M., Nardone, A. and Schieppati, M. (1995) also concluded that M2 response in the ankle muscles is mediated by group II afferents. Marsden, C., Merton, P., and Morton, H., (1976) argued that the long loop reflex could not be altered by the motor set and hence concluded that the response was more likely to be a reflex respons e than voluntarily response. However, as pointed out by Loo McCloskey (1985), the subjects of the experiment were in fact the researchers themselves, hence, the results may be bias because sub-consciously they are aware of the experiment and what is going to happen and already have a prediction of what they want to happen. Rothwell, Traub and Marsden (1980) also suggested that long loop reflexes are not variable. Gassel (1970) claims that long loop reflexes occur predominantly with stimulation of cutaneous nerves or dorsal roots. To this end, Marsden et al. (1978) studied the stretch reflex response in the human flexor pollicis longus, which when stimulated, results in flexion of the thumb. If this muscle is stabilized, for example, fixed in plasticine, then cutaneous nerve activity can be detected. It is proposed that long loop reflexes going via the motor cortex, have become progressively more important in effective motor control of motor skills. There is an initial judgement of the required strength of the muscle contractions needed before any specific movement. Any error in the estimate will result in the activation of the muscle spindle receptors and will result in a corrective long loop reflex, which causes an appropriate change in the signals from the motor cortex, correcting the response of the movement. This happens with a latency of less than 50 msec. This is about 70msec for lower limbs. This corrective compensation is automatic and unconscious. The pathways for 1a receptors up to the motor cortex and hence participation in long loop reflexes have been recognized in mammals such as the cat (Landgren, 1984). Clarac, F. (2005) suggests that the long loop reflexes play an important role in the adaptation of flexors and extensors and hence are useful in posture and moveme nt. He also suggests that they are involved in the mechanisms for anticipating movement, which supports the evidence of a transcortical route since there is input from the brain. Shemmell, J., An, J.H. and Perreault, E.J. (2009) claim transcortical long-loop reflexes are useful in adding flexibility to the human stretch reflex allowing adaptation to a wider range of functional tasks. They also highlight in their report that reflex sensitivity is increased in unstable environments. This study also provides evidence supporting the transcortical route of the long loop reflex since, similar to the findings of Loo McCloskey (1985), if the subject was given instruction prior to the perturbation, the long-loop reflex provides the ability to achieve the desired result even if this is contrary to the stabilizing response you would expect. Their study concludes that stretch reflex modulation in tasks that require changes in limb stability is mediated by motor cortical pathways, and that these differ from pathways contributing to reflex modulation that depend on how the subject is instructed to react to an imposed perturbation. The experiment went on to observe the eff ects of using transcranial magnetic stimulation to create a cortical silent period whereby the muscle stretch was timed so that the M2 response of the stretch reflex occurred during this silent phase. As a result of this, the idea that reflex sensitivity could be increased when in a stable environment was abolished. The reflex responses seen from altered task instruction was found to be not influenced by cortical silence. These results demonstrate that task-dependent changes in reflex function can be mediated through multiple neural pathways and that these pathways have task-specific roles. More recently, Petersen, N. et al. (1998) investigated the possibility of a transcortical pathway by applying stretch to ankle dorsiflexors and recording the EMG signals. In the introduction, Peterson et al. (1998) states that it is widely accepted, for muscles in the distal upper limb, for the long-loop reflex (M2) to be mediated by a transcortical reflex pathway. There is little evidence showin g the same result in proximal and lower limb muscles. Thilmann et al. (1991) found that the M2 response showed no significant change in proximal and lower limb muscles after lesions of supraspinal pathways whereas the M2 responses disappeared in hand muscles after the same lesion. A more clinical approach by Diener, H., Dichgans, J., Hà ¼lser, P.-J., Buettner, U.-W., Bacher, M.  and Guschbauer, B. (1984) suggests the long loop reflex is useful in diagnosing multiple sclerosis. Their results showed that 69% of the patients who have multiple sclerosis have a significantly longer M3 latency response in the antagonistic anterior tibial muscle. This increased delay in M3 response suggests demyelination of the neurones and they concluded that their results support evidence that the long loop reflex is mediated by a transcortical pathway. Figure 1: Clarac , F (2005)  The History of Reflexes Part 2: From Sherrington to 2004,  IBRO History of Neuroscience Corden,  D.M., Lippold,  O.C.J., Buchanan, K. and Norrington, C. (2000) Long-Latency Component of the Stretch Reflex in Human Muscle is Not Mediated by Intramuscular Stretch Receptors. Applied Journal of Physiology. 84(1). 184-188. Corna, S., Grasso, M., Nardone, A. Schieppati, M. (1995) Selective depression of medium-latency leg and foot muscle responses to stretch by an aÃŽÂ ¼-agonist in humans. Journal of Physiology. 484. 803-809. Diener, H.C., Dichgans, J., Hà ¼lser, P.J., Buettner, U.W., Bacher, M.  and Guschbauer, B. (1984) The significance of delayed long-loop responses to ankle displacement for the diagnosis of multiple sclerosis. Electroencephalography and Clinical Neurophysiology. 57(4). 336-342. Fromm. C., Evarts, E. (1981). Relation of Size and Activity of Motor Cortex Pyramidal Tract neurons during Skilled Movements in the Monkey. The Journal of Neuroscience. 1(5), 453-460. Gassel, M. (1970) A critical review of evidence concerning long-loop reflexes excited by muscle afferents in man. Journal Neurological Neurosurgical Psychiatrics. 33. 358-362. Hammond, P. H. (1954) Involuntary activity in biceps following the sudden application of velocity to the abducted forearm. Journal of Physiology. 127, 23. Lee, R. G. Tatton W. G, (1975) Motor responses to sudden limb displacements in primates with specific CNS lesions and in human patients with motor system disorders. Canadian Journal of Neurological Sciences, 2, 285-293. Loo, C.K.C. McCloskey, D.I. (1985) Effects of prior instruction and anaesthesia on long-latency responses to stretch in the long flexor of the human thumb. Journal of physiology, 365, 285-296 Marsden, C. D., Merton, P. A., and Morton, H.B. (1976) Servo action in the human thumb. Journal of physiology. 257. 1-44. Marsden, C. D., Merton, P. A., and Morton, H.B. (1978) Anticipatory postural responses in the human subject. Journal of Physiology.  275. 47-48. Marsden, C. D., Merton, P. A., and Morton, H.B. (1981) Human postural responses. Brain. 104. 513-534. Matthews, P. B., Farmer, S. F. Ingram, D. A. (1990) On the localization of the stretch reflex of intrinsic hand muscles in a patient with mirror movements. Journal of Physiology. 428. 561-577. Petersen, N., Christensen, L.O.D., Morita, H., Sinkjà ²r, T. and Nielsen, J. (1998) Evidence that a transcortical pathway contributes to stretch reflexes in the tibialis anterior muscle in man. Journal of Physiology. 512(1). 267-276. Shemmell, J., An, J.H. and Perreault, E.J. (2009) The Differential Role of Motor Cortex in Stretch Reflex Modulation Induced by Changes in Environmental Mechanics and Verbal Instruction, The Journal of Neuroscience. 29(42). 13255-13263. Suminski, A.J., Rao, S.M., Mosier, K.M. and Scheidt, R.A. (2007) Neural and electromyographic correlates of wrist posture control. Journal of Neurophysiology. 97. 1527-1545. Thilmann, A.F., Schwarz, M., Topper, R., Fellows, S.J. and Noth, J. (1991) Different Mechanisms Underlie the Long-Latency Stretch Reflex Response of Active Human Muscle at Different Joints. Journal of Physiology. 444. 631-643.

Kants Formalism Theory Essay -- essays research papers fc

Kant's Formalism Theory The theories of Immanuel Kant, a German philosopher, have had an impact on the formulation and shaping of ethics today. Immanuel Kant graced this earth from 1724 to 1804. During his eighty year life time, he formulated many interesting ideas regarding ethical conduct and motivation. Kant is strictly a non-consequentialist philosopher, which means that he believes that a person's choices should have nothing to do with the desired outcome, but instead mankind simply goes about doing good because it is morally correct. Kant theorizes that moral reasoning is not based on factual knowledge and that reason by itself can reveal the basic principles of morality. Ideas contemplated and developed and theorized by Kant include the concepts of good will, the categorical imperative, universal acceptability, and humanity as an end rather than a means. These non-consequential concepts have made a remarkable impression on current ethical views. According to Kant, the only good thing in the world is "good will." Other things might be desirable, but their ethical merit is only measured by an individual's good will. (Shaw, 65) As used by Kant, the term "will" is referred to as in individual's ability to act from principle. For example, if an individual performs a good deed motivated by anything other than the simple goodness of the deed, the individual is not ... Kants Formalism Theory Essay -- essays research papers fc Kant's Formalism Theory The theories of Immanuel Kant, a German philosopher, have had an impact on the formulation and shaping of ethics today. Immanuel Kant graced this earth from 1724 to 1804. During his eighty year life time, he formulated many interesting ideas regarding ethical conduct and motivation. Kant is strictly a non-consequentialist philosopher, which means that he believes that a person's choices should have nothing to do with the desired outcome, but instead mankind simply goes about doing good because it is morally correct. Kant theorizes that moral reasoning is not based on factual knowledge and that reason by itself can reveal the basic principles of morality. Ideas contemplated and developed and theorized by Kant include the concepts of good will, the categorical imperative, universal acceptability, and humanity as an end rather than a means. These non-consequential concepts have made a remarkable impression on current ethical views. According to Kant, the only good thing in the world is "good will." Other things might be desirable, but their ethical merit is only measured by an individual's good will. (Shaw, 65) As used by Kant, the term "will" is referred to as in individual's ability to act from principle. For example, if an individual performs a good deed motivated by anything other than the simple goodness of the deed, the individual is not ...

Essay --

Cognitive Psychology and its influence on Everyday Behaviour Throughout the ages, humans have had an inherent interest in studying the complex area of human behaviour, even before psychology was established as a science. Because the study of behaviour is so broad and multifaceted, its scientific study poses particular challenges. Therefore, it can be beneficial to approach the scientific study of human behaviour from the perspective of cognitive psychology. This is the study of cognition, the mental processes that underlie human behaviour (Ling & Cattling, 2012). This paper will explore the extent to which cognitive psychology can explain and predict everyday behaviour by critically examining a number of cognitive theories, and demonstrating their application in real world settings. For the purposes of this essay, I have decided to pick three everyday behaviours which tend to be common in the lives of university students, and approach the analysis from this angle. The essay begins by exploring the area of multitasking behaviours, and cognitive theories surrounding the area of divided attention and its effects on daily life. From here, the phenomenon of binge drinking among college students is discussed, in particular the effect it has upon remembering in an everyday context. Finally, the tendency of college students to spend large amounts of time listening to music is evaluated, with a particular focus on why it is that music can make individuals feel a particular way, tapping into the area of cognition and emotion. This essay will discuss in detail the contribution of cognitive psychology to our understanding of these behaviours. College students in the 21st century are a part of the so-called digital generation. Technology has... ...tion regulation is a crucial motivator for listening to music (Lonsdale & North, 2011). As such, cognitive theories are able to predict that listening to music has the ability to evoke an emotional response in student listeners. This essay explores the ability of cognitive psychology to explain and predict everyday behaviours. It explores three entirely different behaviours common in the everyday life of a student, multitasking, binge drinking and listening to music. For each of these behaviours, a general background is given to explain the behaviour. This is followed in each case by an analysis of some of the key cognitive theories which explain these behaviours. Finally, examples of the behaviour being carried out in the daily life of the college student are discussed, thus displaying the ability of cognitive psychology to successfully predict everyday behaviour.

Same-Sex Marriages :: social issues

Same-Sex Marriages Same-Sex Marriages (Should it be allowed? Should it involve children?) â€Å"If a man lies with a man as one lies with a woman, both of them have done what is detestable. They must be put to death; their blood will be on their heads.†- Leviticus 20:13. â€Å"Do you not know that the wicked will not inherit the kingdom of God? Do not be deceived: ......homosexual offenders.....will not inherit the kingdom of God.†- 1 Corinthians 6:9-10. â€Å"Do not lie with a man as one lies with a woman; that is detestable.†-Leviticus 18:22. According to the Bible same-sex marriages would be immoral and sinful. Being gay and loving another person is certainly not illegal, but uniting that couple in marriage is not only rejected by most of society but also by Judaism, Christianity and Islam. As a Christian I find same-sex marriages unacceptable, but I know that not all people believe in the Bible and we do have freedom of religion in the US . Courts in Hawaii would not allow same -sex marriages and that is now being looked at as unconstitutional. Not allowing the marriages discriminates against certain groups that are United States citizens and that is unconstitutional. Even though I don’t approve of same-sex marriages, according to our laws there is really no reason why the marriages shouldn’t take place. But I do think there should be limitations. Marriages of the same-sex should not involve children. There is no natural way that two people of the same-sex could possibly have children of their own and should not be given custody of a child or the ability to adopted a child. Governor Wilson, California republican is proposing to ban â€Å"Second-parent adoptions, which in the past have been approved. These regulations would require marital status to be given to the Department of Social Services. I don't believe that gay parents will cause such a child to be gay. But all things being equal, I do believe that child is being deprived of crucial, necessary two-sex ingredients essential in parenting. That it takes a man and a woman to produce that third person is the most basic proof that a child needs both a mommy and a daddy. Children who have parents of the same-sex would be unbearable harassed by other children and considered an outcast. An innocent child put in a situation that would be emotionally stressful for most of their youth-there is no need. Same-Sex Marriages :: social issues Same-Sex Marriages Same-Sex Marriages (Should it be allowed? Should it involve children?) â€Å"If a man lies with a man as one lies with a woman, both of them have done what is detestable. They must be put to death; their blood will be on their heads.†- Leviticus 20:13. â€Å"Do you not know that the wicked will not inherit the kingdom of God? Do not be deceived: ......homosexual offenders.....will not inherit the kingdom of God.†- 1 Corinthians 6:9-10. â€Å"Do not lie with a man as one lies with a woman; that is detestable.†-Leviticus 18:22. According to the Bible same-sex marriages would be immoral and sinful. Being gay and loving another person is certainly not illegal, but uniting that couple in marriage is not only rejected by most of society but also by Judaism, Christianity and Islam. As a Christian I find same-sex marriages unacceptable, but I know that not all people believe in the Bible and we do have freedom of religion in the US . Courts in Hawaii would not allow same -sex marriages and that is now being looked at as unconstitutional. Not allowing the marriages discriminates against certain groups that are United States citizens and that is unconstitutional. Even though I don’t approve of same-sex marriages, according to our laws there is really no reason why the marriages shouldn’t take place. But I do think there should be limitations. Marriages of the same-sex should not involve children. There is no natural way that two people of the same-sex could possibly have children of their own and should not be given custody of a child or the ability to adopted a child. Governor Wilson, California republican is proposing to ban â€Å"Second-parent adoptions, which in the past have been approved. These regulations would require marital status to be given to the Department of Social Services. I don't believe that gay parents will cause such a child to be gay. But all things being equal, I do believe that child is being deprived of crucial, necessary two-sex ingredients essential in parenting. That it takes a man and a woman to produce that third person is the most basic proof that a child needs both a mommy and a daddy. Children who have parents of the same-sex would be unbearable harassed by other children and considered an outcast. An innocent child put in a situation that would be emotionally stressful for most of their youth-there is no need.

Challange Faced by University Students Essay

Education is the most important aspect of learning for every generation established in every mode. In university there are different field of studies with different years of each program. It is obvious that new students are going to face further challenges in university. In this case, these challenges could be the burden which can pull them out of the school without completing their studies. This essay will discuss these challenges in condition of financial, social, and academic. To begin with, financial problems are a major challenge for university students includes tuition fee, rent expenses, and text books. Tuition fee is the most common challenge for these students. Though, for some they only take one or two units per semester because of financial problems. The high costs of fee causes many problems for those who are not sponsored. Besides, fee expenses for each semester cost of thousands of dollars. So, tuition fee is a great burden for the unsponsored students. Furthermore, text books are the most essential property students must have in university. First year students also suffered in buying text books regarding to financial problem. Those who are not sponsored are suffered the most on the high cost of these books. Another challenge is that some of them have not enough money in a pocket. But in this case, such challenges can create lot of troubles in their minds throughout their time in the university. Moreover, rent is also a challenge for these students. These students might live in different hostels where some are cheap but isolated from the campus, and some are nearby the campus but expensive. It is better to live nearby the campus for new students to avoid troubles. However, they have problem with monthly rent where it is expensive but must be cleared. Another reason is based on a small amount of their allowance which cannot meet their expenses on rent and others. However, these financial challenges make them concern the most. Another major†¦ [continues]. Read full essay