The Scientific Reasoning Behind Seatbelts - 509 Words

Motion is how everything in the universe moves, movement of the solar system never stops and is constantly moving but at a very slow speed. There are three laws in motion that explain movement, they are the Newton’s three laws of motion named after Isaac Newton. The Newton’s first law states that an object that is a rest will stay at rest unless an outside force is acted upon it and an object that is in motion will stay in motion unless an outside force is acted upon it. This is also called as â€Å"inertia†, which means the property of an object to restrict its motion. Examples of inertia would be when a car is driving at a constant speed and instantly stops the person will fall forward if there is no seatbelt. The seatbelt is a safety device that is commonly found on car seats and aircraft seats, it is made from strong durable materials such as fabric, nylon or polyester. Cars that are manufactured are required to have seatbelts due to road safety laws. The law was introduced in the 1970s, it was shown that having seatbelts reduced the amount of road deaths. The seatbelt was invented by George Cayley in the 1800’s, the seatbelt appeared on planes in the 1900’s but was later developed to a three point seatbelt by Nils Bohlin. The purpose of seatbelts is to save lives during a sudden stop of movement. The seatbelt was designed to restrain the person from forward motion that may occur in a collision or a sudden stop. Wearing a seatbelt is the simplest way to reduce death orShow MoreRelatedThe Scientific Revolution And Enlightenment1267 Words   |  6 PagesThe Scientific Revolution and Enlightenment, which spanned from the late 1500’s to 1700’s, shaped today’s modern world through disregarding past information and seeking answers on their own through the scientific method and other techniques created during the Enlightenment. Newton’s ‘Philsophiae Naturalis Principia Mathematica’ and Diderot’s Encyclopedia were both composed of characteristics that developed this time period through the desire to understand all life, humans are capable of understandingRead MoreLogical Reasoning189930 Words   |  760 Pagesupdated: April 26, 2016 Logical Reasoning Bradley H. Dowden Philosophy Department California State University Sacramento Sacramento, CA 95819 USA ii iii Preface Copyright  © 2011-14 by Bradley H. Dowden This book Logical Reasoning by Bradley H. Dowden is licensed under a Creative Commons AttributionNonCommercial-NoDerivs 3.0 Unported License. That is, you are free to share, copy, distribute, store, and transmit all or any part of the work under the following conditions:Read More_x000C_Introduction to Statistics and Data Analysis355457 Words   |  1422 PagesMore than 80 new examples and more than 180 new exercises that use data from current journals and newspapers are included. In addition, more of the exercises speciï ¬ cally ask students to write (for example, by requiring students to explain their reasoning, interpret results, and comment on important features of an analysis). Examples and exercises that make use of data sets that can be accessed online from the text website are designated by an icon in the text, as are examples that are further illustratedRead MoreCoaching Salespeople Into Sales Champions110684 Words   |  443 Pagesface-to-face meeting and instead ï ¬ nd themselves supporting, coaching, and managing their people over the telephone. Developing and strengthening your telephone coaching skills becomes essential to leveraging your competitive edge or youâ €™re bound to get left behind. Top leaders know that in order for their people to live their fullest potential every day, they need someone in their corner supporting them throughout the process. As such, a growing need for a proven, long-term solution that can be rapidly deployed

Change Initiative Free Essays

Change Initiative George Tautz Grand Canyon University Organizational Development Change MGT 623 Dr. Kensler March 17, 2010 Change Initiative Organizational change is a necessary outcome when considering various scenarios contributing to the resulting vision. Perplexing as it may seem, change initiatives don’t always result in positive outcomes. We will write a custom essay sample on Change Initiative or any similar topic only for you Order Now In fact, many never succeed. As a change agent, one should always have formulated a vision of what change will â€Å"look† like for the organization. One would be hard pressed to paint a landscape without having a vision of what the landscape should resemble. Yet, resistance to change usually becomes a significant factor contributing to an initiative’s failure. It is likely an implicit expectation to prepare for the advent of resistance and it consequences. A change agent’s tool box should contain a number of strategies which will support the process of change. Defining and re-defining the end result as well as the change process itself is a useful exercise in that clarity eventually overcomes obscure, poorly orchestrated attempts at invoking change. This paper will propose a change initiative designed for LC- an organization referenced previously in part I of a continuing anthology of LC’s attempts at facing change. Resistance to change will be examined within the context of how certain attributes of any successful change process operate to support or derail attempts at managing a successful change initiative. Managing change requires a vision which supports a renewal process (Moran Brightman, 2001). Change doesn’t (or shouldn’t) occur for the sake of change. The stress which change places upon an organization isn’t likely to justify the price in terms of its effect on the people which make up the organization. Rather, change should be gauged in terms of its resultant ability to adapt to the needs of the organization’s external and internal customers (Burke, 2002). This should serve as the premise for any organizational change initiative. It is, therefore, the basis for any vision attributable to recognizing that the needs of an organization’s constituents is not being served or met. In practice, such a realization not only forms the basis for a vision of change, but also incites and solicits aberrant behavioral reactions by employees who are responsible for its implementation. Research and anecdotal examples support the fact that an initiative’s success or failure ultimately relies upon whether or not employees get in back of an initiative or stand in its way (Scheck Kinicki, 2000). As mentioned, employee resistance is an integral component of a scenario for failure if not managed appropriately. Rampant cynicism portends what could ultimately become an abbreviated attempt at change. Symptomatic responses to resistance include withdrawal as well as decrements in performance criteria (Weeks, Roberts, Chonko, Jones, 2004). Resistance does not necessarily have to be exclusively negative. However, it needs to be planned for and managed upon presentation. Whatever change is envisioned for LC, there must also be a strategy for harnessing employee reactions of uncertainty and control loss. In the case of LC, the precise vision of what the final outcome of change should be must be tempered by alternative strategies necessary to address resistance. In LC’s case, the vision is to become a more responsive organization able to adapt faster to environmental changes. A change in priorities coupled with an extinction of misdirected goals and objectives will require LC to utilize the coalition of support described previously in tandem with the overall goal of reviving the organization’s viability. Trusting management is an important component to the change process. If change is not managed well, employees will inevitably mistrust management. This leads to anger as well as cognitive resistance which is questioning the very need for change in the first place. Interestingly enough, too much poor quality information results in an overall exacerbation of resistance linked symptomology (Allen, Jimmieson, Bordia, Irmer, 2007). The perceived quality of information offered greater chances for a successful initiative. This is more or less intuitive. So then, what is the best way to provide good quality information? Fortunately for LC, the mechanism is already in place. The coalition set up for LC will serve an instrumental role in developing, analyzing, and disseminating information to the rank and file employees at LC. However, it should be pointed out that the initial selection of coalition team members may prove to be one of the most important aspects of the change initiative. Poorly selected, unqualified or otherwise circumspect individuals who â€Å"leech† their way onto a planning and implementation team such as this one, tend to force more attention onto their own needs rather than on the needs of the organization. A further refinement is in order, however. What must be understood is the observation that employees tend to react differently to quality information based on its source. The reason for this apparent discordant phenomenon has to do with employees perceiving communications emanating from senior management as one way- not two way. One way communication channels do not allow the employee to ask questions. Two way channels offer two way communication. Therefore, the most ideal make up of the coalition team should be senior management as well as supervisors. Proceeding further, it should also be understood that the overall make up of the coalition should consist of experts contributing information appropriate to their expertise. Certainly, a coalition of change agents in a hospital setting, for example, would not do well if we included the landscaping staff whose contribution would be marginal at best to a positive outcome relating to decreasing mortality rates within the institution. In conclusion, trust in management is one of the most important contributing factors when considering the likelihood of resistance to change. To enhance trust, management should form a coalition of experts as well as line supervisors for the purpose of putting forth accurate information. The strategic initiative for LC is to promote a change in how the organization conducts its business. Sweeping changes are proposed which will resonate within all areas of the organization. Immunity from inclusion is unlikely even for the most obscure, entrenched employee. Change will re-define how LC presents its service delivery model to both internal and external clients. In order to garner support for change, LC must communicate to the employees what is being done and why. The company must offer an opportunity for a two way dialogue in order to circumvent employee cynicism. There are specific well orchestrated reasons for selecting the various team members. For example, all the major operations divisions should be represented since whatever is implemented will have far reaching effects on every division of the organization. The change initiative will determine how each division is accountable to the overall mission of the organization. Developing a vision for change is an important step for the change agent to engage in. Without clarity, it is unlikely that change will occur successfully. References Allen, J. , Jimmieson, N. L. , Bordia, P. , Irmer, B. E. (2007). Uncertainty during organizational change: Managing perceptions through communication. Journal of Change Management, 7(2), 187-210. Burke, W. (2002). Organization Change: Theory and practice. Thousand Oaks, CA: Sage. Moran, J. W. , Brightman, B. K. (2001). Leading organizational change. Career Development International, 6(2), 111-118. Scheck, C. L. , Kinicki, A. J. (2000). Identifying antecedents of coping with an organizational acquisition: A structural assessment. Journal of Organizational Behavior, 21, 627-648. Weeks, W. A. , Roberts, J. , Chonko, L. B. , Jones, E. (2004). Individual readiness for change, individual fear of change, and sales manager performance: An empirical investigation. Journal of Personal Selling and Sales Management, 24, 7-17. How to cite Change Initiative, Papers

Importance of Carbohydrates in living organisms free essay sample

Carbohydrates contain carbon, hydrogen and oxygen in the ratio of 1. 2. 1.. There are many different types of carbohydrate, all of which are useful to living organisms. The most important carbohydrate is probable glucose. Glucose is a monosaccharide and is the monomer unit which makes up more complex polysaccharides. Two glucose molecules can be joined in a condensation reaction, whereby water is removed, for example to produce maltose, a disaccharide. The bond between the glucose molecules is a ? 1-4 glycosidic bond. Glucose is also soluble, a reducing sugar and the blood sugar of mammals. It is respired to produce ATP (adenosine triphosphate, a chemical energy store) and is therefore required for growth. During glycolysis, a process which occurs in the cytoplasm and generates 2 ATP, glucose is phosphorylated to produce a 6 carbon phophorylated sugar. Glucose is essential for respiration and therefore essential for ATP production. ATP is required for various activities, for example active transport systems such as glucose reabsorption in the kidney, or muscle contraction. We will write a custom essay sample on Importance of Carbohydrates in living organisms or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page There are two other monosaccharides: fructose and lactose. Fructose is found in sperm and in fruits, to make them more attractive to animals. Lactose is found in the milk of mammals and is an important energy supply for their young. These monosaccharides also help to build disaccharides. Glucose and fructose join together to form sucrose and glucose and lactose join to form galactose. Sucrose is the major transport carbohydrate of green plants. It is transported in the phloem by translocation. It is formed in the leaves by photosynthesis. The Calvin cycle (the light independent reactions) which takes place in the stroma produces glucose, which in turn is changed into sucrose. Complex carbohydrates (polysaccharides) are produced from glucose, monomers. Cellulose, for example, is a long chain of glucose units (about 3000 units). Each unit is joined to the next by a ? 1- glycosidic bond. About 2000 cellulose chains are packed into cellulose fibres which make up plants’ cell walls. Cellulose, therefore, is major structural carbohydrate of green plants. The cell wall containing cellulose provides support in herbaceous plants and when impregnated with lignin it acts as a water proofing layer and provides great strength. Starch is another polysaccharide of green plants, it is their storage carbohydrate. Starch is made up of amylose and amylopectin. Amylose is a long chain of glucose monomers, joined by ? 1-4 glycosidic bonds whereas amylopectin is made up of shorter branched chains of glucose monomers. Starch is stored in chloroplasts as starch grains. It is used, in green plants, as the carbohydrate which respired to produce energy. It enters into glycolysis in the cytoplasm, in place of glucose. Therefore starch is extremely important for green plants because it is essential for ATP production. In green plants, ATP is used in the Calvin cycle, to help turn glycerate-3-phosphate into glyceraldehyde-3-phosphate and to help turn this back to ribulose bisphosphate. Glycogen is a third polysaccharide, it is the storage carbohydrate of animals. Glycogen is formed from glucose in the liver cells, under the influence of the hormone insulin. This process is called glycogenesis. Glycogen is a n energy store and if blood sugar levels fall too low (for example during periods of dieting or fasting) it is turned back into glucose. This is called glycogenolysis and is influenced by the hormone glucagon. Glycogen, therefore, is important in homeostasis, the maintaining of a constant internal environment. In conclusion, carbohydrates are extremely important to all living organisms and without them these organisms would die.

Watching A Movie At Home free essay sample

Film, whether on screen or play has been dated as far back as the cavemen days. Humans have an inherent desire to be heard and see. An avenue to make this happen is through film and motion pictures. Motion film has been in theaters since the late 1800’s while home theater options started around the mid 1900’s. In the present 21st century there is an abundance of locations to choose from when selecting a film to watch. Although movie watching for many is a favorite pastime, there are comparisons and contrasts on whether it is more enjoyable at home or in the theater. For instance, a larger viewing area makes some people feel like they are in the movie with the characters, whereas the atmosphere at home on a small screen can be less impressive. One may not have surround sound or satellite channels in high definition in his or her home. We will write a custom essay sample on Watching A Movie At Home or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page On the other side of the situation, the theater has a better surround sound and picture quality. At the theater he or she pays one price to see one movie and then goes home. Whereas at home individuals can record a movie on their Digital Video Recorder or other video capturing device, and watch it as many times as they wish without extra costs. The theater features newly released films. This can be appealing to those looking to see the latest releases with a fresh entertainment options. This is a great idea, although newly released films cost between $8. 50 and $10. 50 per person. If refreshments are on the mind of those viewing the film, it could spike the bill up to $18. 00 or more dollars. Going to a theater can get expensive especially if a family or group of friends plan to attend. With money saving options being on the minds of many people these days, it would be a wiser choice to watch a movie from the comfort of his or her home rather than watching a movie at the theater. Some may find it enjoyable to watch movies in a comfortable, familiar, and intimate setting of the home, while some might also prefer to see the movie on the big screen compared to a small screen. With both forms of media it allows the opportunity to spend time with family. If one chooses to share this time with his or her family, he or she could choose as a unit which movie to watch. This allows for family planning and time together. There is also a sizable amount of movie choices at home compared to the theater. The theater only has about ten choices, though at home there are a multitude of movies to choose from. It is easy to see how there are various factors to consider when choosing where to watch a movie by examining the similarities and differences between Movie Theater viewing and home viewing. Watching a movie at home is far less expensive then what one would spend in a movie theater. Spending time with family or friends can be arranged at the theater or at home. Though one thing is for sure, it is much more comfortable, economical, and fun to watch a movie in the privacy of a home, making the experience far more enjoyable.

Marketing Communication

Marketing Communication Introduction Marketing communication entails pushing products and services to customers and the customers’ response towards these products and services. It involves many elements such as advertising, publicity, sales promotion, and direct marketing. Marketing communication appears mostly in form of promotions and advertisement.Advertising We will write a custom coursework sample on Marketing Communication specifically for you for only $16.05 $11/page Learn More At times the process of communication may be complex but if all the models used are cooperative then it becomes an easy process. The models used in marketing communication are the sender, the medium, the message, receivers and sometimes feedback (Yeshin 127). Effective marketing communication is necessary in all business. One advantage of communication is that it assists a company in achieving its sales target. Communication provides information which tells a consumer that there is a new produc t in the market. Without communication a customer can not be assumed to know the availability of certain product in the market. In today’s market there are so many products most of them being substitute and therefore it is the work of every company to make sure that proper communication channels are used to inform the user about a new brand in the market. From the view of the Marketing Communications Director of the new Brand Poppy which will be launching a new beer brand called bull cane this report will aim to assess the beer market and identify the communication strategies of two major competitors for Poppy. It will produce a marketing communications plan for the launch of the new brand and consider the factors involved in launching the brand internationally Market Analysis Over the years, the beer industry has been undergoing a substantial change. This has been as a result of the increase in competition globally and the change toward global supply sequence. The end users play a major role in terms of selection of suppliers and in decision making of products which is changing from being operational to being strategic. The increased number of producers resulting from emergence of new entrants in the market has led to increased competition. Consumers have become choosy due to the increase in the number of product options in the market (Hines Bruce 2007).Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More They now desire for an exciting shopping in innovative stores. This has led to increased operation cost on the side of producers trying to match up with the customer need. It is the work of the operation management to utilize the scarce resource and maximize returns. In striking for the right opportunities, Poppy will have to analyze its main market rival as this is the major threat it has to face. The strategies being employed by the competitor s hould be critically assessed and evaluated for necessary counter action. In addition, the general plan of the competitor in a bid to control the market is a vital toolkit which this company can use to estimate the competitive edge of the market. Similarly, the product being offered to the market at lower price should be investigated to determine its type and nature. Why, for instance, is the company lowering the price of this commodity? Do they have access to cheaper raw materials or is it that quality of the product has been compromised and can be offered at a lower price than normal market value? Finally on opportunities, the marketing department will have to investigate the company’s managerial structure both current and in the past and give a detailed finding as well as possible conclusions on the same. The market place can be analyzed further by use of a PESTEL analysis (see appendix 1). P.E.S.T.L.E. analysis is a management tool that assists in making informed decision about the influence that the company is going to get from the outside environments as the technology and other variables change. Its analysis is applicable in start-ups and ongoing business. The beer industry in Australia is highly competitive. Introducing a new brand into the market can be difficult due to the number of well known brands which are already in existence. It is therefore important for Poppy to analyze its major competitors by looking at their communication strategies, Poppy’s two major competitors are Coopers Pale Ale and Coopers Sparkling Ale.Advertising We will write a custom coursework sample on Marketing Communication specifically for you for only $16.05 $11/page Learn More Coopers pale Ale is brewed in South Australia and it’s known for its cloudy appearance. It is produced from fruity characters and it has a fresh crisp bitterness ideal for any type of occasion. Similarly, Coopers Sparkling Ale has cloudy sediment and is p roduced from fruity, and malt characters (Anon 1). Communication Strategies Global marketing strategies call for developing strategies to develop and build brand image and loyalty among customers. This includes developing the positioning strategies as compared to competitors worldwide. Branding and positioning strategies must fit the product and the company across multiple countries. Because Poppy’s primary customer base is global customers, advertising campaigns must be similar. Before choosing a business strategy, one has to evaluate different options and only chose the best (Earl 54). There are many different strategies that can be used in a business but all of them do not give equal results. It is upon the management to make a choice in which is the best taking into account the business operations and the needs of the market. Market Segmentation A customer is the backbone of a company; the main decision that a marketing manager should make is on a company’s market segment. A market segment is a homogenous subset of the main market, which share similar characteristics, which make it demand similar goods. A segment is also stimulated by similar innovations. After developing a marketing segment the next step is to develop mechanisms that will enable one to sell in the target market. Market segmentation will help the company in meeting its needs through a marketing mix. It will also help in reducing costs as money for advertising and promotion is concentrated on the correct segment. For both Coopers Pale Ale and Coopers Sparkling Ale segmentation on age takes place by focusing on the adults aged between 20 and 26 years. Both markets for the competitors are also segmented by consumer purchasing behaviour for instance whether the products are consumed every day or during occasions (Anon 2). Consumption during occasions can be seasonal for example if there is an increase in purchases during Christmas or other public holidays this would be a good tim e to target this segment.Advertising Looking for coursework on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More These competitors have also taken into consideration income distribution within the country and have identified areas where consumers have high disposable income and are also willing to spend on beers. Target Marketing targeting is a vital element in developing the marketing strategies since it helps in evaluation of segments in order to decide which market to target. Coopers Sparkling Ale target market is more towards the 30-45 age brackets with a high disposable income or real appreciation of real ales. These are people who enjoy the Premium ale and are prepared to pay a higher than average price to enjoy it. They take pleasure in the fact this ale does not have additives or preservatives. Although Coopers pale ale captures the same age brackets as Sparkling Ale, this product also has the propensity to be more well-liked within the 18-30 year old bracket, and also women (owing to its sweet flavour). The Pale drinker takes pleasure in taking new things, is happy to try out, and get s pleasure from spending time with friends. Positioning Positioning is the choice of a target market and how to reach this market segment after market targeting; the next step in developing the marketing strategy is to create a positioning strategy for the product. Both products are luxury Brands with well known brand names, the products are similar in how they are positioned also, both of high price and high value. Promotions take the form of On Off pricing strategies, value add products (giveaways) to consumers, trade discounts and the like. Coopers have a range of agencies that they use to make their marketing and advertising strategies come to life. KWP! Is the advertising agency that creates new advertising material, researches the target markets, books in all of the media (cinema, TV, radio, print, magazines). This is evaluated annually and all mediums, costing and individual publications are looked into and reviewed. Other agencies such as On Creative and Show pony cater for coopers packaging designs, branding elements, point of sale, and design of logos, re-branding and the like. Marketing Communication Plan Conceptual analysis The plan aims to bring together all the elements involved into a process which puts activities into a sequence of decisions which need to be made. Poppy will use a focused target marketing strategy, which develops a single marketing mix aimed at one target market. Although the product may be used by different ages, the target group will be aged 20-26 this is because this age group likes experimenting new products and it takes pleasure in hanging out with friends especially during occasions. Lifestyle is a very significant way of segmentation as it reflects a consumer’s interests, opinions and activities (Jobber 285). Poppy’s target market will be males who take pride in themselves and enjoy spending time with their friends.. They will be men with high disposable incomes as not every one can afford to spend on beer s. It is important to create a high level of awareness during the product launch in order to be competitive among the well known brands within the market. Financial constraints involve the costs involved in research and development, also the high level of advertising used by competitors may create a challenge to keep up with especially as the new brand Poppy is not yet established in the beer market. Marketing Communication Objectives The new brand is in the introduction stage of its life cycle and there is need to create awareness among the target consumers. To attain this noble general objective, the company aims at analyzing the market, and segmenting the market into smaller units. From its positioning statement, the company aims at creating a human-technological interface where it approaches its strategies from a psychological angle. It poses to give solutions to people and by so doing it is able to market its product effectively. Market leadership Poppy aims to be Australian la rgest beer manufacturer. To attain this, it has to improve its bull cane with the needs of customers. It has a research department which advises the company on the kind of products it manufactures for better customer satisfaction. Marketing Communication Strategies Marketing mix An effective marketing mix ensures that goods are available to the target customer, when they need them and at an affordable price. In Australia before Poppy decides on how to reach the target market, the first point is to collect adequate market data and analyze the data. The company uses business intelligence tools to collect a wide range of data essential for its operations. The data is interpolated in terms of age, sex, region, education, income, and lifestyle. Its research centres offer great assistance in ensuring that all is set in terms of data available for decision making Pricing strategy The price of a commodity is an element of total cost plus a profit margin. When a target market has been establ ished, there is need to determine the price that the target customer will afford comfortably. A marketer should be aware of the consumer treads and their potential. The social class that the product is targeted will influence the price of the products (Reid, 20). The price parameter can be approached from the actual product price or the possibility that the product can be divided into smaller parts, not necessarily cheap, but the need for this is to enhance affordability Promotion Poppy will use different modes of promotion such as newspaper, TV, and internet to launch its products in the new market. Poppy will use the push, pull, and profile strategies to introduce bull cane to the target market. The push strategy aims at using the available channels of distribution to its maximum trying to push the product in the market. Push strategy requires the offer of discounts in order to motivate the promoting channel. It aims at launching new products into the market. By offering discounts to wholesalers and distributors it means that the retailers will also get a discount from the wholesalers who in return sell poppy new product, bull cane, at reduced cost to the target consumers. These discounts are offered for a short period of time which means that wholesalers will purchase in large quantities in order to enjoy the discount and this flows to the end users. Once the end users become used to certain products they will not be able to restrain themselves from using them even when the offer of discount is over (see appendix two for an example of a push strategy that can be used by Poppy). In pull strategy, there is direct contact with the user of the product. The use of channels of distribution is minimized and more emphasis is put on advertisement. The major objective of the pull strategy is to ‘pull’ the forecast on distribution channels forcing a demand to them which they cannot ignore (see appendix three for example of a pull strategy). The use of the profile strategy aims at giving an overview of the business activities. By use of the profile strategy the company realizes that it has a social responsibility to the public and all the stakeholders (the shareholders, the customer, staffs, society, government, etc). The company aims at ensuring that all stakeholders are satisfied (Moschis 12). Shareholders are the owners of the company and it is the obligation of the management to make sure that the shareholders get returns that is in proportion to their share in the company. The company will not be able to guarantee shareholders returns if it does not engage in effective information communication. Through communication, the companies’ sale revenue increases leading to increased profits and thus shareholders returns. It is the duty of the company to ensure that the end users get products of good quality and to provide employees with good working conditions and this can only be possible through communication (Peter 20) (appen dix four shows a profile strategy that can be used by Poppy). Poppy will also use Magazines to advertise, using magazines allows more information to be communicated as the consumer will spend more time browsing. By using magazines it will enable Poppy to target their audience more closely. The particular Australian magazines which will be used are Heat Magazine because it is well known and highly advertised because it targets the same target audience as Poppy beer, both will feature double sided adverts. If this method proves to be a success for Poppy then more magazines will be used to raise awareness. Poppy will also use the internet to advertise this new product since the target audiences are young people who use the internet on a daily service. The most appropriate company to use is the Google which is used by more than 50% of all internet users. Public Relation Strategy In discussing the Public Relations (PR) Strategy as it relates to company’s BCP, Good earth coffee wil l have to mitigate any damages during a PR crisis. They must first make a note of, and understand the potential threats that give rise to a PR Crisis. All types of discrimination practices, which do not follow the Standard Operating Procedures and ignoring the quarterly testing the viability of the Business Continuation Plan (BCP), will eventually lead to a PR Crisis. The standards operating procedures include the use of the highest ethical and moral standards while manufacturing their product and selling it to the customer in Australia. If crisis expectation is to remain a documented function for PR, ignorance of law cannot be used as a good excuse. Today the world is changing into a global village where more and more companies are trading with each other internationally. Australian population is also in the rise; according to Australian bureau of Statistics, Australian population stands at 22,431,468. The population is mostly concentrated of the young; these are people who are bel ow the age of fifty years (United Nation 2). Resources and Scheduling To provide some central control, but allow specialization as required to penetrate the market, Poppy will assign product managers. The product managers are the trouble shooters to resolve production, supply chain, quality, and efficiency. They have the authority to work across all operating companies to achieve goals. To meet the special needs of its target consumers, Poppy will hire, and assign global account managers based on industry. The global account manager will serve as the single point of contact for the client. Industries to target would be consumer sales companies for drinks and food products. Appendix five shows the report structures. The blue line reporting of product managers to the vice president of marketing means they’re to coordinate with marketing personnel for brand and company image but remain primarily operations focused. The green line between global account managers and product manag ers is to show both are expected to communicate with each other regarding customer needs and expectations. The chart in appendix six is the Gantt chart and Work Breakdown Structure describing specific activities required for full implementation of poppy’s strategy in Australia. Each task takes into consideration factors such as objectives, resource allocation, deadlines, milestones, and the department responsible for its execution. Budgetary Requirements Implementation Appendix seven shows the factors that should be considered in the implementation process Evaluation and Control According to Brannan (5), strategic management involves formulating and implementing strategies that enable the organization to reach its objectives. Therefore it is important that an organization measures its success in the formulation and implementation of its strategy and this is called strategy evaluation.. The factors that are likely to have an impact on reaching these goals are the size of the organization, management styles, complexity of the environment, nature of the production processes, nature of the problem and the purpose and planning system, Strategy evaluation is important to ensure these factors do not hinder the achievement of strategic goals and evaluation should be followed by continuous improvement. Evaluation is a continuous process, which should be included in each stage of communication plant Feedback Once feedback is received the planning process comes to an end, feedback should be received at the end regarding the overall launch success of the product both internally and externally but it is also important to gather feedback during the process to pick up on activities which were particularly successful and those that could be improved. Conclusion To meet customer needs more closely Poppy will target males aged 20- 26 who have a relatively high disposable income to spend on luxuries drinks. The launch aims to inform and differentiate by raising awareness of the product and encouraging trial among the target audience. Poppy is positioned as high priced and high value and sits between its two major competitors on the perceptual map. Poppy will generate brand awareness through mass advertising and celebrity endorsements which will be increased over public holidays. Appendix. PESTEL Analysis Political free and fair government which promotes equality Fair Trade Practices Consumer Protection taxation policies Economic Factors affecting the GDP- for instance employment, inflation, and government spending More disposable income Seasonality issues Developed economy Socio-cultural Lifestyle trends and consumer preferences Demographic changes Increased consumer spending Multi-cultural society Technological Innovation capacity Improved infrastructure The forces described above helps in the determining the market growth (or decline) of Poppy and the implication of its strategic business unit. If an economic recession occurs, the economi c forces would have a considerable bearing on the future market strategies through ripple effects on the political and socio-cultural factors. Political factors put a restriction on the development of the industry by putting tough taxes and regulation requirements. Australia has been experiencing low tariffs barriers which have led to an expansion in the international trade thereby resulting in increased demand for food products. Australia’s economic growth potential is facilitated by its demographic advantage and could therefore open up opportunities for industry development. Although the economy has been doing well and the future is promising, Poppy has to overcome some obstacles before it realizes its full potential. First there is the government requirement which it has to adhere to before being allowed to operate, increased capital costs, requirement of skilled labour force, and rivalry from other firms. To add to these risks, the product is not guaranteed of a ready mar ket in the new market making it a risky undertaking. Anon. â€Å"Coopers brewery history.† Coopers, Web. Brannan, Tom. A practical guide to integrated marketing communications  marketing in action series. London: Kogan Page Publishers, 1995. Print. Earl, Peter. Management, Marketing and the Competitive Process. Williston: American International Distribution Corporation, 1996. Print. Jobber, David. Principles Practice of Marketing (5th ed) London: McGraw Hill, 2007. Moschis P. George. Marketing Strategies For The Mature Market. New York: Greenwood Publishing Group, 1994. Print. Oster, Sharon M. Modern Competitive Analysis. New York: Oxford University, 1994. Print. Peter, D’sena. Marketing Management and Strategy. London: Post Telecom Press, 2006. Print. Reid A. David and Plank E. Richard. Fundamentals of Business Marketing Research. New York: Best Business Book, 2004. Print. United Nations. â€Å"Australian Bureau of Statistics, 1998.† Australian Bureau of S tatistics, Web. Yeshin, Tony. Integrated marketing communications: the holistic approach The Chartered Institute of Marketing/Butterworth-Heinemann marketing series. London: Butterworth-Heinemann, 1998. Print. Marketing Communication Introduction Scholars have different definitions for marketing communication. A careful consideration of various definitions reveals the common elements such as the activities, processes, and/or efforts that a company makes in order to provide the information of their products and services to the target audience.Advertising We will write a custom report sample on Marketing Communication specifically for you for only $16.05 $11/page Learn More Marketing communication involves the use of the tools for presenting a wide range of information about a product or service created by an organization to the target consumers using advertising tools such as brochures, mailshots, websites, exhibitions, press public campaigns, sales promotions, personal selling, the word-of-mouth, public relations, and direct marketing, to name just a few. Some marketing communication devices presuppose the use of different channels as the means to convey the intended message to the targe t audience. These tools include the television, radio, print media, the Internet, and social networks. This paper reviews the recent marketing communication tools used by the Aldi stores in the United Kingdom. Background Information Marketing communication performs a variety of functions including product positioning, brand creation, and shortening the sales cycle by supporting the distribution channels to complement the customer’s decision-making process. Businesses use these tools constructively to induce the target actions of the audience that can include developing the brand loyalty, preference, new knowledge, and/or benefit for the product. Different marketing communication strategies are utilised to achieve such objectives; these strategies can be either implemented isolated from each other or incorporated into a single methodology for enhancing the popularity of the product. Since the 1990s, the integrated marketing communications strategies have been implemented with the prioritising of the customer’s needs as a starting point in designing seamless communication mechanisms in mind (Vanov 2012). Marketing communication is an integral part of the marketing mix falling within the promotion trends, intends to inform (brand awareness), persuasion (communicating a fulfilling need for the product, service, or organisation), and induction of action to the target audience.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More To achieve the abovementioned marketing communication goals, the business must conduct an in-depth research on the costs involved (Vanov 2012). It should also enhance product awareness, beliefs, perceptions, and behaviour of the target audience (Duhan Singh 2013). Marketing Communication utilised by the ALDI Stores in the UK The Aldi Stores is a leading grocery supermarket in the UK; hence, it is a prime example of marketing co mmunication goals set properly and attained in a timely and efficient manner. The group has passed the key evolutionary stages in its marketing campaign since its inception. Its marketing dynamics catapulted with the adoption of the latest technological advancement, the company has made an efficient use of IT related marketing tools. As a result, the company has changed its approaches so that they could meet the needs of all target audiences that the firm reaches out to. In the UK, marketing communication, especially in advertising, is a common practice (UzunoÄŸlu Misci Kip 2014). A recent report indicates that digital spending on advertisement now accounts for approximately 51% of in the UK. According to the Ofcom’s Communications 2013 Market Report, businesses have tapped the potential platforms created by the increment of smartphones and tablets in the UK families. At the time when the report was released, ownership of such devices increased from 11% to 24% (Rakić Rakić 2014; Duhan Singh 2013). This figure represents nearly a double increment for handheld device use and ownership. Businesses have calculated the marketing communication potential of such devices owing to the widespread ownership of businesses in the contemporary world. This report reviews the marketing communication strategies used by the Aldi Stores in order to carry out an analysis of their effectiveness. Various recommendations on the best way, in which the organisation can effectively use this function in the nearest future, are also highlighted. The bottom line of Aldi Stores’ robust marketing communication techniques is to let every customer get the products of the best quality possible, i.e., fresh fruits, vegetables, meat, and electronics among other products at affordable prices. The organisation uses specific marketing communication tools such as the AIDA model to achieve this goal (Duhan Singh 2013)Advertising We will write a custom report sample on Marketing Communication specifically for you for only $16.05 $11/page Learn More The aim of the AIDA Model is to sensitise the consumers to the products and services of the company. This strategy seeks to induce the desire for the products thereby encouraging the customers to take the necessary action to purchase the goods. Guided by the AIDA model, the Aldi Stores has several communication tools and channels discussed below. Above-the-Line Promotion Television Ads In an attempt to increase its market share, the company has geared its promotional activity towards the use of vigorous marketing communication campaigns in order to make the customers acknowledge the quality of its products through providing outstanding services and informative messages (Kellezi 2014). The above-the-line promotions are aimed at reaching many consumers using the methods such as the television, journals, and the press among others. Although the specified tools are rather tricky when u sed for attracting the target audience, the Aldi Stores is likely to succeed in its endeavours, as it uses the Like Brands Campaign (LBC) that features around twenty television advertisements designed to promote different products. The technique involves using a side-by-side association of a famous brand and the Aldi Stores brand product. The motto used by the stores is ‘Like Brands-Only Cheaper’ to let the customers consider getting the same quality for less expenditure. This marketing communication tool has worked effectively for the Aldi Stores to a point where the customers have developed a strong emotional attachment to the brand. In addition, the advertisements convey humorous messages that help building trust and emotional connection with the consumers (Kellezi 2014). Printed Leaflets The marketing team acknowledges the power of spreading information as a means of enhancing the brands promotion campaign (Tewari Misra 2015). The target audience is assisted to kno w the availability of products offering the same value and of similar quality yet for a lower price at Aldi Stores than in other outlets providing similar products.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This information serves a twofold purpose that includes allowing the customer to save some amount of money and the company to establishing brand loyalty in the stores. The fundamental effects of the strategy in question is that customers who are new to the stores wish to see if the information contained in the leaflets are truthful or misleading. After the new customers are convinced that the leaflet information is accurate, an unshakable customer trust and loyalty is built (Tewari Misra 2015). People have a tendency of believing in businesses that help them save money by offering them cheaper goods. This idea has propelled the Aldi Stores towards unmatched success and perpetuated its reputation as the company that cares about its clients. In Store Posters and Newspapers In-store media is an important marketing communication tool that influences decisions at the point of sale. The in-store environment has considerably been shown as a vital for marketers to manage as it can induce u nplanned purchases. A recent study reveals that retailers have increasingly become aware of the significance of in-store advertising. Notable examples include the use of videos at the location of different products within the stores that communicate to the customers thereby stimulating the need to buy them. Aldi uses in-store posters to help in stressing the significance of the swap and save phenomenon. Customers shopping inside Aldi are challenged to try swapping at the point of purchase. The effectiveness of in-store marketing communication has been contributing to the sales volumes of many supermarkets where individuals make impulse-buying decisions (TomÃ… ¡e Snoj 2014). Other in-store communications include displays and packaging. To extend the Like Brands campaign, the Aldi Company makes use of newspaper advertisements to reach masses nationwide. This channel helps the group to display various categories of the high quality products available at its stores. In addition, newspa pers communicate the ‘swap-and-save’ message through letting customers compare the amount that they are capable of saving if they swap at Aldi Stores. This strategic message provokes customers to try swapping; in the process, an added sale is recorded. Seeing that the specified model allows for a more efficient allocation of financial resources for most customers, the latter will definitely continue swapping to continue saving (TomÃ… ¡e Snoj 2014). Below-the-line Promotions These promotional methods aim at engaging customers into following specific buyer behavioural patterns through specific audience targeting. These methods provide businesses with a high degree of control of communication tools in order to affect the target audience. Public Relations Public relations are a marketing communication tool that serves an important role in marketing. On realisation of this fact, Aldi Store has used it to demonstrate the high quality of its products through its party endorse ments. The store has placed more than 1000 of its products in numerous awards with the aim of attracting wider public attention (Young Merritt 2013). This platform has earned the firm’s various awards. For example, in 2012, Aldi Store emerged as the best supermarket in the region. It has also secured the Pisza and Grocery awards among others. Moreover, Aldi products have been publicly endorsed via TV channels as being of high quality and the best reward for people’s money. Through hard work and innovation, Aldi has gained a substantial media coverage by high profile media reporters. This widespread public relations activity performs an extended function of exposing the public to the organization’s brand and products, which, in its turn, facilitates commanding unshakable loyalty from customers. Effective PR and media relations have been empirically shown to create adequate press coverage and brand recognition (Lund Marinova 2014). The seasonal messages includin g swap-and-save were conveyed during numerous media coverage that serves as a stepping stone for Aldi Stores to attract new customers and create a solid base of clients. The platform was utilised to showcase the target customers the savings available through shopping at Aldi. Following the awards and media coverage, since 2013 to date it has seen over 100% sales increments boosted by the new loyal customers. Other public promotions done by Aldi include the seasonal back to school and Christmas campaigns that have led the store to achieve unmatched success (Lund Marinova 2014). Social Media and Targeted E-Mails The significance of social media in marketing communication has received considerable attention from both academics ad practitioners over the past decade. Social media platforms including Facebook and Twitter serve the function of instant sharing of content and providing widespread feedback between senders and recipients of content. Business have tapped the commercial capabil ity of social media and incorporated it in marketing (Young Merritt 2013). Aldi Stores runs both Facebook and Twitter accounts. Through these channels, Aldi interacts with customers, who are ready and willing to provide feedback and opinions regarding the usefulness of their products. Social media users, in their turn, tend share the content including photos and videos of experiences of different places including supermarkets, coffee shops and movies among others, thus, promoting the company’s goods. For instance, Coca-Cola runs a lot of marketing communication campaigns with the use of Facebook, Instagram and Twitter, whereby users are encouraged to share pictures (selfies) of their best moments enjoying the soda produced by the company (Lund Marinova 2014). The efforts of customers and the willingness to share best experiences at Aldi Stores through social networks have played a major role in convincing other social media users to try using the same products that they hav e. It has been revealed that the proper usage of the power of social media can open ample opportunities for businesses. For example, the company provided a provision for Facebook users to exchange cybernetic romantic cards with their friends. This campaign triggered a rapid rise in the number of Facebook groups such as the Aldi page. Those who liked the page had the opportunity to view what Aldi is, what products the company offers, where it is located, and when they can pay a visit to Aldi. In addition, the viral following and sharing allowed by social media can help increase awareness for a brand miraculously fast. However, a failure to manage social media as a marketing communication tool can result in immeasurable damage to the brand name. Considering customers sharing photos of Aldi Stores for the wrong reason such as product fault or other sentiments, one will be able to estimate the damage that the organization will suffer in the worst case scenario. This fact reminds markete rs to exercise their control over the situation and limit social media engagement in the scenarios that adversely damage the brand name (Lund Marinova 2014). The Aldi Stores marketers make use of direct e-mail messages to their subscribers about particular products, new arrivals, and change of prices among other related information. For instance, their mode of using the swap-and-save seasonal messages including Pancake Day among others presupposes sending direct emails. The messages may involve reminding the customers of an important day like Valentine and Mothers’ day among others in a bid to encourage the customers to prepare to buy or place orders for cakes or other related products. Aldi also engages customers to visit its revamped website, which displays many promotional messages (Young Merritt 2013). For instance, Aldi created a micro-website (www.likealdi.co.uk) for the purpose of encouraging customer engagement. It offered an opportunity for customers to voice their opinions concerning the Like Brands TV campaign. The site enabled the company to evaluate its effect on its target audience by conducting an analysis of the website (Lund Marinova 2014). The website also used as a recruitment portal to increase the probability of selecting the right employees for improved job placement. This shift from traditional communication strategies is in line with the behaviour of consumers today, where people search for information online. Figure 2: A diagram showing the ‘Below-the-Line-Promotion’ Recommendations for Aldi’s Marketing Communication Strategy Integrating Marketing Communication Functions Integrated marketing communication (IMC) is the idea presupposing that a business promotional activities need to be coordinated so that complementary results could be achieved (Quesenberry, Coolsen, Wilkerson 2012). The different MC tools that a business utilises invite a number of opportunities; however, if the process occurs in mere is olation, achieving an intended effect can be difficult. Affecting the purchasing behaviour of customers can be tricky if dedicated programmes fail to work in a seamless coordination. In this regard, the simple promotion efforts of Aldi that seem to occur in isolation can help the company achieve even greater success if the integrated approach is incorporated into the company’s set of strategies. For instance word-of-mouth (WOM) marketing is a viable strategy that is based on the power of certain ideas and opinions in influencing customer purchasing decisions (Quesenberry, Coolsen, Wilkerson 2012). With peer-to-peer communication acting as advice, customers have the tendency to follow cues and recommendations of their friends, family and media during shopping. Aldi has not relied on this crucial marketing communication tool; therefore, it is recommended that, besides using other promotional tools aforementioned, the company should consider utilising the WOM technique. In fact , researchers argue that WOM is more effective in influencing consumers than traditional advertising channels despite the fact that it is a low-cost initiative. Consumers themselves are motivated to spread information through word-of-mouth channels based on their satisfaction of dissatisfaction with products or services. Besides having a strong customer loyalty, Aldi Stores has been known for delivering quality products for many years now; thus, engaging these loyal customers in WOM marketing communication can trigger great positive effects. Digital Media, Online Presence The advent of the internet has reshaped marketing communication with its effect on people’s interactivity (Young Merritt 2013). An integration of physical marketing communication strategies with the Internet can transform the business into an immense success. The Internet has revolutionised the process of communication, enhancing the ability of people to collect, process and share information. Customers are also enabled to communicate with each other and, thus, create powerful avenues through which product information can spread and reach even more people and products can become absorbed by the wider market in a more cost-effective manner (Young Merritt 2013). Aldi needs to utilise the social media marketing communication platforms in customer relationship management (CRM). CRM is an aspect that sprouts from synergised strategic planning and integration of marketing communication. Customer loyalty is an important relationship that businesses ought to build if long-term success is to be achieved. These relationships can only be established with the use of robust techniques including the modern practice of e-commerce facilitated by the online presence (Magee 2013). It has been noted that there has been a considerable the shift from product-centric to customer-centric marketing strategies owing to the fact most of the products offered by many businesses are almost similar to each other, with only slight generic differences allowing customers to distinguish between them. As a result, marketers seem to be concentrated on the target audience rather than on their products. As much as products resemble each other, customers will always be motivated differently to purchase preferred brands (Magee 2013). The Aldi Stores needs to base its marketing communication strategies on this fact in order to gain a competitive edge over other stores in the same market. In this regard, the firm has a duty to filter the information that goes to the consumers, who, in turn, share it with their peers. Positive peer-shared messages will have a healthy effect on sales for Aldi Stores. The CRM strategies comprise two crucial components: the level of competence for the firm to manage customer database that entails data collection, analysis, dissemination and application of the information. The customer database provides the business with the information it requires to understand effectively , target and segment its customers (RacolÃ… £a-Paina LuncaÅŸu 2014). This way allocation of necessary resources for the purposes of implementing customer-centric strategies, building customer loyalty, creating customer value, and in turn scaling firm’s profitability. Secondly, relationship marketing that entails development and maintenance of fruitful long-term relationships. Establishing a long-term integration of marketing communications in a way that ensures successful dissemination of information from the sender (marketer) through all points of contact with the recipients (consumers) is the ultimate objective of any firm (RacolÃ… £a-Paina LuncaÅŸu 2014; Quesenberry, Coolsen, Wilkerson 2012). The rapid growth of new media has challenged pre-existing business models and has enabled organizations to manage their interactions with customers. The Aldi Stores should utilise CRM strategies to establish customer database that will help them understand what customers need a nd develop positive and robust interactions. To achieve e-transformation, online presence must be established for the Aldi Company. Viral Marketing Viral marketing is an approach that integrates with the word-of-mouth promotion by capitalising on digital media especially social networks (Levy Gvili 2015). Social media has given opportunity for users to create and share content, a practice commonly referred to as journalistic engagement, whereby individuals are capable of capturing the events that they are witnessing and reporting about them to the online community. Shared content stimulates debates and additional sharing to reach more people in the network. The implementation of the idea is seen in viral marketing in modern businesses (Levy Gvili 2015). The customers’ desire to share experiences with their peers can be utilised as a key platform for marketing communication. The Aldi Stores can effectively use this strategy basing on its strong customer loyalty by engaging y ouths in spreading messages that resonate with the target audience. Marketers use referral links that are embedded in social networks to lead new users to reach the company’s web based promotional messages. As users share content with their fiends, the link appears with luring information that catches the attention of the new users. Marketers at the Aldi Company need to design viral marketing campaigns, which include seeding emails, online advertising and referral links that once initiated should be properly managed to ensure that new users are able to access the intended information (Quesenberry, Coolsen, Wilkerson 2012). Events based marketing and Guerrilla Marketing Many firms make use of major events that can be appropriate for marketing communication. Researchers argue that events enhance building of on-on-one relationships with consumers (Luxton, Reid, Mavondo 2015). Events occur in various forms including cultural, sports, music festival, cause-related marketing, tra de fairs, and lifestyle marketing among others. Aldi Stores can make use of event-based marketing to get in touch with the target audience as well as demonstrate the range of their products and services (TÄÆ'lpÄÆ'u 2014). For instance, it can use sports events by sponsoring uniform for a young team with its brand name embedded on them. This practice serves the purpose of letting the public learn about the existence and location of a particular store in town that offers high quality products besides having proactive CSR programmes (Chen et al. 2015). This message goes beyond the identification of the target audience as the event can be televised to pass the information even across borders. Notable firms that have utilised events as the key tools for their products promotion include Pepsi and Coca-Cola, Nike, and Chevrolet among others. These companies operate on a global scale. Some of them, such as the Coca-Cola Company, owe their great success to the utilisation of event-based ad vertising. Proposed Budget for the Recommended Marketing Communication In-Store Packaging Aldi Stores does not engage in a lot of in-store media activity apart of creating the banners that the organization prefers referring to as swap-and-save advertisements. The most crucial in-store marketing communication function is the one done with in-store packaging. Despite the rest of promotional efforts of the company, including television advertising, public relations and social media, the fact that it is the product packaging that leaves a permanent impression on the customers as they browse through the goods available is beyond disturbing (Castronovo Lei 2012). Other leading stores have employed robust marketing communication campaign with the help of packaging. The message contained in a package must have the staying power big enough for the customer to remember about the product after purchase, whereas those video ads and social media images are erased from the customers’ memo ries almost instantly. The Aldi Company can increase brand awareness by embedding communicative information on products packages (Fulgoni Lipsman 2015). Many supermarkets have recently been seen rebranding products from other manufactures including water and beverages and putting informative messages on the new packages (Goneos-Malka, Grobler, Strasheim 2013). This trend serves to create loyalty among buyers for the store where that product is bought. This behavioural marketing strategy encourages repeat sales (Lilleker 2015). Conclusion Marketing communication is one of the important tools that the marketing mix is comprised of. Firms can use a variety of marketing communications techniques to promote their sales. It is worth noting that the choice of these tools is contingent on various factors including costs, effectiveness and line of business among other audience related factors. Traditional marketing communications tools have been challenged by the emerging digital media pla tforms that have revolutionised marketing communication. Firms need to learn how to integrate these tools effectively in order to achieve the goals set in the action plan. Some traditional promotional campaigns are still in use today, but there is a need to include e-commerce and embrace social networking to attract more customers, as well build customer relationships. References Castronovo, C Lei, H 2012, Social media in an alternative marketing communication model, Journal Of Marketing Development Competitiveness, vol. 6 no. 1, pp. 117-136. Chen, K, Chen, M, Liu, C Huang, C 2015, Integrated Marketing communication, collaborative marketing, and global brand building In Taiwan, International Journal of Organisational Innovation, vol. 7 no. 4, pp. 99-107. Duhan, P Singh, A 2013, Social media: a paradigm shift in integrated marketing communication, Integral Review: A Journal Of Management, vol. 6 no. 2, pp. 1. Fulgoni, G Lipsman, A 2015, Digital word-of-mouth and its offline ampl ification, Journal of Advertising Research, vol. 55 no. 1, pp. 18-21. Goneos-Malka, A, Grobler, A Strasheim, A 2013, ‘Suggesting new communication tactics using digital media to optimise postmodern traits in marketing’, Communication, vol. 39 no. 1, pp. 122-143. Kellezi, J 2014, Trade shows: a strategic marketing tool for global competition, Procedia Economics and Finance, vol. 9 no. 1, pp. 466-471. Levy, S Gvili, Y 2015, How credible is e-word-of-mouth across digital-marketing channels?, Journal Of Advertising Research, vol. 55 no. 1, pp. 95-109. Lilleker, D 2015, Interactivity and branding: public political communication as a marketing tool, Journal of Political Marketing, vol. 14 no. 1, pp. 111-128. Lund, D Marinova, D 2014, Managing revenue across retail channels: the interplay of service performance and direct marketing, Journal of Marketing, vol. 78 no. 5, pp. 99-118. Luxton, S, Reid, M Mavondo, F 2015, integrated marketing communication capability and brand p erformance, Journal Of Advertising, vol. 44 no. 1, pp. 37-46. Magee, R 2013, Can a print publication be equally effective online? Testing the effect of medium type on marketing communications, Marketing Letters, vol. 24 no. 1, pp. 85-95. Quesenberry, K, Coolsen, M Wilkerson, K 2012, IMC and the effies: use of integrated marketing communications touchpoints among effie award winners, International Journal Of Integrated Marketing Communications, vol. 4 no. 2, pp. 60-72. RacolÃ… £a-Paina, N LuncaÅŸu, A 2014, The sales force of multi-level marketing companies in the context of the marketing communications mix. case study: Avon Cosmetics Romania, Proceedings Of The International Conference Marketing From Information To Decision, vol. 7 no. 1, pp. 185-200. Rakić, B, Rakić, M 2014, Integrated marketing communications paradigm in digital environment: the five pillars of integration, Megatrend Review, vol. 11 no. 1, pp. 187-203. TÄÆ'lpÄÆ'u, A 2014, Social media a new way of communication, Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, vol. 7 no. 2, pp. 45-52. Tewari, S Misra, M 2015, Information and communication technology: a tool for increasing marketing efficiency, International Journal of Information Technology Management, vol. 14 no. 2, pp. 215-231. TomÃ… ¡e, D Snoj, B 2014, Marketing Communication on social networks solution in the times of crisis, Marketing (0354-3471), vol. 45 no. 2, pp. 131-138. UzunoÄŸlu, E Misci Kip, S 2014, Brand communication through digital influencers: Leveraging blogger engagement, International Journal of Information Management, vol. 34 no. 1, pp. 592-602. Vanov, A 2012, The Internet‘s impact on integrated marketing communication, Procedia Economics And Finance, vol. 3 no. 1, pp. n536-542. Young, J Merritt, N 2013, Marketing channels: a content analysis of recent research, 2010–2012, Journal of Marketing Channels, vol. 20 no. 4, pp. 224-238. Appendices Aldi Stores A gency Brief Aldi Stores Location Contact Use online store locator to see open stores Budget The stated amount is set to support the like brands campaign in other markets outside the U.K including emerging economies such as China and Taiwan. In addition, the amount will support recommended marketing communication strategies including direct selling, in-store repackaging, online presence, word-of-mouth MC, IMC, and Blogging. Budget Amount  £2.5m Timeline The marketing communication is set to begin immediately and to persist till Christmas Target Audience Sporting events, celebrity events, trade exhibitions, sponsored events and music awards events. To reach emerging markets, as the company intends to open stores there. Estimated target audience (Per year) Online shoppers 1 Million In-store customers 2 Million Word-of-mouth targets 0.5 Million Activities Online blogging, viral marketing, word-of-mouth marketing, social media marketing, YouTube ads The AIDA Model Scre en grabs showing the engagement with Minerva Screen grab 2 Screen Grab 3

Gurus and other Teachers

Gurus and other Teachers Gurus and other Teachers Gurus and other Teachers By Maeve Maddox A reader expressed her disappointment when I left guru off my list of English words that end in u. I’ll endeavor to make up for the omission with this post about guru and other terms for teachers. 1. teacher I’ll begin with the generic word teacher, an Old English word related to token. A token is something that serves to indicate a fact. â€Å"To teach† is to show in the sense of â€Å"to guide, to show the way.† To teach something is to convey knowledge or give instruction. 2. tutor The Latin noun tutor derived from a Latin verb meaning â€Å"to watch or guard.† A tutor was a protector. In Roman law, a tutor was the guardian of a legally incapable person. The English word has been used in the sense of â€Å"custodian of property,† but its most familiar use is as â€Å"a person in charge of looking after or instructing a young person.† In modern American usage, a tutor is a paid or unpaid teacher who provides one-on-one instruction. Tutor is also used as a verb. 3. mentor The word mentor is an eponym, a word derived from the name of a person. When Odysseus left for the Trojan War, he placed his son Telemachus in the care of a wise old friend named Mentor; the goddess Athena, disguised as Mentor, guides and counsels Telemachus. A mentor, therefore, is a person who guides and advises another–usually younger–person. In American usage, the word is often used to refer to an experienced person in a company who trains and counsels new employees. College students are assigned mentors to help them settle into academic life. Mentor is also used as a verb. 4. sage A sage is a person of profound wisdom. The word derives from a Latin verb meaning â€Å"to be wise†; the verb’s present participle, sapiens, means wise. The noun sage is not much used in modern English, but the adjective sage is often seen, especially in the clichà © â€Å"to offer sage advice.† 5. maestro English has its own version of this word: master. A master or maestro is one who has achieved eminence in a skill or a profession. Taken from the Italian, maestro [MY-stro] usually refers to an eminent musician. Note: Several words borrowed by English to denote a wise person–including guru– derive from Sanskrit. 6. pundit This word for â€Å"a person who makes authoritative comments or judgments† is from a Sanskrit word meaning learned or skilled. In modern India, the word survives as pandit: â€Å"a learned person; a Hindu priest or teacher.† In modern American speech, the word pundit is usually applied to people who comment on current affairs or specialized fields. 7. guru Originally an adjective meaning â€Å"weighty, grave, dignified,† Sanskrit guru came to mean a Hindu spiritual teacher or head of a religious sect. In modern American usage, the word is used loosely to refer to just about anyone who knows a lot about some subject. 8. swami The Hindu word swami translates as â€Å"master, lord, prince† and is used by Hindus as a term of respectful address. Swami can also refer to a Hindu temple, idol, or religious teacher. 9. sadhu If you’ve read Kim by Rudyard Kipling, you’ve seen this word spelled saddhu. A sadhu is an Indian holy man or saint. The word comes from a Sanskrit adjective meaning â€Å"effective, correct, good.† 10. rishi A rishi is a holy seer, specifically one of the holy poets or sages credited with the composition of the Veda writings. 11. maharishi A maharishi is a â€Å"great rishi,† a Hindu sage or holy man. In the late 1960s and early 1970s, the Maharishi Mahesh Yogi achieved worldwide fame as guru to  the Beatles,   Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:20 Computer Terms You Should KnowWhen to Form a Plural with an Apostrophe20 Slang Terms for Law Enforcement Personnel

CESSM 3 and the NRA method of measurement Essay Example | Topics and Well Written Essays - 750 words

CESSM 3 and the NRA method of measurement - Essay Example In the CESSM3, the maximum depths are categorized, whereas the Series 1700 NRA method of measurement constitutes an additional division that has the planned area of excavationIn Class F&G from CESSM3, the eight most common component types in each class division are compiled; an attempt is not made to list all component types in any class.Class F&G from CESSM3 method of measurement seeks to attain these objects principally by using the Work Classification that defines how the work is to be divided into separate BOQ items, the information to be provided in the descriptions of the items and the units that the quantities will be expressed against each itemBoth the Class F&G from CESSM3 and the Series 1700 NRA Measurement methods allow for an item for geotextiles, although CESSM 3 only lists this item as geotextile and there is no space for the description of the item which is provided for in NRA method of measurement. This item is quite similar for both of these methods of measurement. B oth the Class F&G from CESSM3 and the Series 1700 NRA Measurement methods allow for separate headings for material disposal. Both methods of measurement are measured in M3, but the items to be disposed of vary from one method of measurement to the other. In the NRA method of Measurement, the items are listed as Acceptable material Class 5A, Acceptable material excluding 5A, Unacceptable material ClassU1 and Unacceptable material Class U2. On the other hand, topsoil, rock or artificial hard material, a material other than topsoil, rock and stated artificial hard material are listed in the In Class F&G from CESSM3.

Weathering in Empty Quarter in Saudi Arabia Essay

Weathering in Empty Quarter in Saudi Arabia - Essay Example Chemical weathering usually takes place in wet and moist climates, because of rain and interaction of chemicals in their soluble states. On the other hand physical weathering is common in deserts and arid regions, and main source of weathering in these areas is abrasion. Abrasion is defined as the process by which rocks or particles are reduced to smaller size and shape. Some basic types of physical weathering include thermal stress, frost weathering, salt crystal growth, pressure release, and ocean waves. The process of weathering is associated with erosion, which is simply defined as transfer of free particles from one place to another. Deserts exhibit both the phenomena, at one point there is abrasion, and the other point the weathered sand or rocks are carried away with wind, and then they are deposited. The process of deposition in sand results in the formation of sand dunes. There are four different types of sand dunes. They are Barchan, Star Dunes, Domal Dunes, Longitudinal Du nes, and Sand Sheets. The variation in dunes is due to their shape, size, location, and the direction of

Pride and Prejudice - review Essay Example for Free

Pride and Prejudice review Essay Jane Austen was born on December 16, 1775 to the Reverend George Austen and his wife in Hampshire, England. The sixth child out of the seven, Jane was educated mostly at her home although she and her sister, Cassandra, were sent away to school for several years when they were young. Austen wrote several novels when she was in her teens, but her major works were written later on in her life. Pride and Prejudice, was first published in 1813. Austen began writing the novel in 1796 at the age of twenty-one. The first title was originally called First Impressions. Between 1810 and 1812 Pride and Prejudice was rewritten for publication. Pride and Prejudice is usually considered to be the most popular of Austens novels. This novel is mainly about people expressing both pride and prejudice in their relationships. The main theme of the novel is marriage, which reoccurs throughout the story and it is marriage which attracted Lydia to run off with Mr Wickham. There is pressure on women of these times to marry properly this is because the women need to get financial safety, not for just themselves, but also for their families too. In this novel the most important cause of marriage for a woman were financially and a high social position. The first line of the novel justifies this and explains what the novel is about. It is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife (Chapter 1) This is a wonderful introductory line written by Jane Austen to introduce and outline much of this romantic novel. There are various reactions of Lydia going to Brighton by the Bennet family as they all have their own response and thoughts. Mr. Bennet is the husband of Mrs. Bennet and the father of Elizabeth, Jane, Mary, Kitty and Lydia. He is the master of Longbourn. He has a sarcastic humor intelligent and believes his two eldest daughters sensible, while he finds his wife and younger daughters silly. He does wants to be bothered as little as possible by his family. Even when Elizabeth warns him not to allow Lydia to go to Brighton, he does not listen to her because he does not want to be bothered with Lydias complaints. Mrs. Bennet is a different person does not really care about her daughters education. From the beginning of the novel her only obsession is to marry off her daughters to wealthy men, as she has a greed for wealth. Her only joys come from visiting others and gossip. She is a self-centered person and causes humiliation to the family due to her inappropriate behavior. Elizabeth Bennet is the second oldest of five sisters. Elizabeth is lively, smart, and intelligent. Her father and herself are not too different in their characteristics therefore she has a good relationship with her father and makes decisions wisely due to her intelligence. She is not scared to express her feelings and gets along with people very well except those who think they are far more superior to her, for example Darcy in the beginning but later on through the novel Elizabeth discovers Darcy to be a fine gentleman. Jane Bennet is the eldest Bennet daughter and is considered quite pretty by all has a good relationship with Elizabeth. She is Beautiful, friendly, sweet, sociable, humble and noble. Jane never thinks badly of anybody. Kitty Bennet is the third daughter in the family, and she is more under the influence of Lydia, Kitty follows what ever Lydia does. She effect by Lydia going off to Brighton. Mary Bennet The third oldest of the Bennet sisters, she is the most modest of the five daughters .She dislikes going out into the public, and uses her time studying instead. Lydia Bennet The youngest of the Bennet sisters, she is a self-centered girl who is the flirting kind. However she is the liveliest out of all the sisters. She is the first to get married despite her being a young teenager. She also has similar characteristics to her mother. She doesnt really care about her family members after her marriage. The various reactions of Lydia going to Brighton are mainly negative. This is due to Lydias ridiculous thinking. Shes an extremely self-absorbed teenager. She has a great interest in men and particularly officers. She begins flirting with them once they have settled in the town and also admires and enjoys their presence, and exposes this in freely, in view of the fact that she has no shame. Due to her selfishness Lydia commits foolish acts which affect her and her reputation and mostly has an effect on her family. She shows a negative impression of her family by eloping with Mr Wickham mainly because she also has another four sisters who are keen to get married and their chances of doing so have diminished. She does what she likes without thinking of the consequences to come. It is like she is in a world of her own and doesnt realise the bad reputation her family is developing because of her immature behaviour. Lydia is invited be her friend to Brighton by Mrs. Forster. Mrs. Bennet is extremely excited and pleased for Lydias trip to Brighton and wished all the best for her. Mrs Bennet was diffuse in her good wishes for the felicity of her daughter and impressive in her injunctions that she would not miss the opportunity of enjoying herself as much as possible (Chapter 41) Mrs. Bennet was totally trusting Lydia to go Brighton and thought she was old and mature to take care of her self, awareness to what the entire family is going to face shortly and how it will effect her sisters chances of marriage. Lydia begins celebrating she is thrilled, perhaps because of the reason that she will be with the presence of the regiment. Lydia Flew about the house in restless ecstasy, calling for everyones congratulations, and laughing and talking (Chapter 41) She showed this excitement by roaming the house in happiness. She was awareness about her sister Kittys feelings and how degraded she feels, lonely and neglected. Kitty doesnt understand why Mrs. Forster doesnt ask her to come to Brighton too. I cannot see why Mrs. Forster should not ask me as well as Lydia (Chapter 41) Kitty as mentioned before follows Lydia in what ever she does and feels as though that she should be going as well due to her close relationship with Lydia. She becomes extremely upset, expressive and is envious towards Lydia. The separation between her and her family was rather noisy and pathetic. Kitty was the only one who shed tears but she did weep from vexation and envy. (Chapter 41) Kitty was mostly envious towards Lydia because of her trip to Brighton she was jealous and she wanted to go as much as her sister wanted to go. . She is saddened by the fact that Mrs. Forster requests Lydia to go and not her and cant do anything about it. Though I am not her particular friend. I have just as much right to be asked as she has, and more too, for I am two years older. (Chapter 41) Kitty cannot accept the fact that she will not be going and exposes her frustration. Kitty gradually becomes resentful of Lydias attention. Lydia is unaware of Kitty because of her self-centeredness. Lydia and Kitty are very similar to one another when talking about their characteristics due to this, if Kitty would have gone she would have copied Lydias interest of men, and may have also began flirting just like her sister, and soon enough eloping with an officer and getting married just like Lydia. So by Kitty not going she may perhaps have been saved by the hazard she may have faced if she were to go. However, Elizabeth as the second oldest, was entirely aware of the situation and Lydias potential and capability, and is worried of what may occur if Lydia does go to Brighton. Mr. Bennet is a person who doesnt not want to be bothered by his families problems so as a result he does not think about the damage Lydia may cause if she goes. Mr. Bennet just wants quiet and peace; by letting Lydia go perhaps he has the impression that there will be less botheration from his family. As mentioned before, Elizabeth has the same distinctiveness as her father and realizes that Lydia is not mature enough to go to Brighton so she tries and convince her father to think twice. If you were aware. said Elizabeth, of the very great disadvantage to us all, which must arise from the public notice of Lydias unguarded and imprudent manner; nay, which has already arisen from it, I am sure you would judge differently in the affair. (Chapter 41) Elizabeth is worried about Lydia going to Brighton and is trying her best to change her fathers mind and trying to stop her father giving Lydia permission to go. She also thinks that Kitty may be affected by this and points this out. In this danger Kitty is also comprehended. She will follow wherever Lydia leads. Vain, ignorant, idle, and absolutely uncontrolled! (Chapter 41) Kitty follows Lydia in everything she does and Elizabeth realises this and is concerned, and mentions it. Elizabeth also expresses her frustration also by telling her father how the rest of the family can also be affected. Mr. Bennet is well aware of Lydia and her capabilities and her attitude towards men, especially officers, but simply doesnt care and wants her to leave for the good of the town and possibly the family, as he mentions this to Elizabeth. We shall have no peace at Longbourn if Lydia does not go to Brighton. (Chapter 41) This quotation shows us that Mr. Bennet has no concern about his daughters and cant be bothered. He fails to complete his duties as a proper father to the family. It may have been because of him not listening to Elizabeth that the bad reputation that Lydia soon gives to the family. This may have happened because of his immature behavior as a father. Despite the argument between Elizabeth and her father, Lydia is still sent to Brighton. After sometime the situation in Longbourn improves and Kitty overcomes her emotions. Later Elizabeth begins to have feelings for Darcy and is quite thrilled when she hears that she is going to meet him while on a trip with her aunty Mrs. Gardiner. Elizabeth arrives at Pemberley where Mr. Darcy was also. Her relationship with Darcy was improving on a regularly for the duration of her stay. She discovered what type of man Darcy actually is. She also gets to meet Georgiana Darcy the sister of Darcy. She is found very pleasant and charming to Elizabeth by surprise. While Elizabeth was on her trip she receives letters, one of them stating that Lydia had eloped with Mr. Wickham, she was shaken by the message and totally astonished that her sister had done such a thing. The emotions Elizabeth was going through made her burst in tears. She burst into tears as she alluded to it and for a few minutes could not speak another word, (Chapter 46) Elizabeth is obviously in disbelief and in shock. She is worries about Lydia and the reputation and shame she have bought on the family, she must be also worried about her father feeling because it was his idea to allow Lydia to go in the first place. Lydia-the humiliation, the misery, she was bringing on them all, soon swallowed up every private care. (Chapter 46) Jane expresses her devastation and requests that Elizabeth to return as soon as possible since there is disorder and astonishment from this shameless act by Lydia. The whole family regrets sending Lydia to Brighton. M r. Bennet is going through an immensely tense emotional situation. Mr Bennet on the other hand, handles the case with ease and isnt extremely stressed compared to the rest of the family is. Kitty was told about the news and was not surprised at all, as if she was expecting it from her sister. To Kitty, however, it does not seem so wholly unexpected. (Chapter 47) Jane points out this in her letter. Kitty already has negative feelings about this matter and wasnt really surprised. Elizabeth is totally overwhelmed by sad emotions mostly due to her absence and her concern for Lydia. Mr Darcy becomes aware of this situation and decides to think of a solution to the problem, as he is trying to build up a relationship with Lydia, this could be the chance to show he cares about her and her family and can feel the pain she is going through whilst thinking about the awful reputation that her family will have to face later on. The Bennets were completely disgraced by this and were mocked and looked bad upon by the community. However, there was still a way for the family to get rid of the reputation, which the family desperately hoped for that to happen was for Wickham to marry Lydia, as that was vital for a better future for the family, especially the sisters as they still have to get married. Mr Darcy shortly takes action and meets Wickham, and completes Wickhams demands by paying off all his debts off which then soon encouraged Wickham to decide on marring Lydia. While everyone was miserable and disgusted by Lydias untrustworthiness and selfishness they were quite soon relieved, after hearing that Wickham was due to marry Lydia. Darcys attendance was very important in this and he also deserves an immense amount of praise for doing the right thing and sort out the problem in which Elizabeth was going through. . The matter is soon solved and Lydia is back together along with her family. She feel proud that she is the first out of the five daughters to get married and her parents are very proud too especially their mother as she was excited for her daughters marriages. Conclusion Pride and Prejudice is a book in which we can be taught that having pride and arrogance is not liked to have in your individuality as a person. It destroys your status inside a community an example of this from the book is Mr Darcy, who in due course shows his true qualities and changes from a disliked person to well-liked Lydia is a cheerful young lady after her wedding which Mr. Darcy showed by returning the Bennets family reputation the right way by speaking and encouraging his friend Mr. Wickham to marry Lydia as soon as possible On the other hand, her other sister Elizabeth finds herself a man who can become a great husband for her. Mr Darcy establishes this constantly because of his support to Elizabeth and his . Mr and Mrs Bennet, Jane, Kitty and Mary are all happy for Lydia after the family come together after her marriage ceremony. . The elopement of a woman with a man was very common at that time. As we can see from Mrs Bennets reaction it is a painful experience upon the mother as well as the entire family. The whole community changes their sight about the Bennet family due to a self-centred person mistake by Lydia. The story also gives us an image of how romance and relationships took place during that time enabling us to compare and contrast it with the present and we can see what sort of relationships went on between the men and women of the 19th century It all shows that how one person and by a mistake can destroy the family and effect everyone else in the family especially the parents.

Belonging and Difference in Imagined Communities Essay -- Media Commun

Belonging and Difference in Imagined Communities Much recent theory has been concerned with defining and examining 'new media': the forms of communication and mediation that have arisen through advances in electronics and digital technologies. These new media forms and the speed of their dissemination are paralleled by faster transportation and the movement and subsequent settlement of peoples across the globe in what has come to be called 'diaspora'. The situation is such that many of the old boundaries and barriers by which nations defined themselves have become less certain, challenged by the increasing power of people to move across them whether literally or figuratively. Diaspora has become a term in academic parlance that is associated with the experience of travel or the introduction of ambiguity into discourses of home and belonging. It is in some ways a reaction to liberal ideas of multiculturalism. Diasporic subjects often seem to be under the 'law of the hyphen' (Mishra, 421-237), they defy 'classical epistemologies' and 'jostle to find room in a space that has yet to be semanticized, the dash between two surrounding words'. Today, there are many more people whose bodies do not 'signify an unproblematic identity of selves with nations' (Mishra, 431). According to Vijay Mishra, this gives rise to the creation in plural/multicultural societies of an 'impure genre of the hyphenated subject' (Mishra, 433). This subject is in search of an ultimate national identity, with the meaning of such unwieldy nomenclatures as African-American, Asian-Australian and the like not coming to rest on either constitutive term, but being 'lost' somewhere in the hyphen. New media both exacerbate and alleviate this exilic consciousness... .... New York, Hampton Press, 1996, p 132. Mishra, Vijay. â€Å"The Diasporic Imaginary: Theorizing the Indian Diaspora.† Textual Practice 10:3: (1996): 421-237. Papastergiadis, Nikos. â€Å"Introduction: In Home in Modernity.† In Dialogues in the Diasporas, New York University Press, 1998. Shohat, Ella. â€Å"By the Bitstream of Babylon: Cyberfrontiers and Diasporic vistas.† Home, Exile, Homestead: Film, Media and the Politics of Place, ed Hamid Naficy, NY, Routledge, 1998, p 219. Sinfield, Alan. â€Å"Diaspora and Hybridity: Queer Identities and the Ethnicity Model.† Textual Practice 10:2, 1996, p 271-293. Spivak, Gayatri Chakravorty. â€Å"Diasporas old and new: women in the transnational world.† Textual Practice 10:2, 1996, p 245-269. Tepper, Michele. "Usenet Communities and the Cultural Politics of Information" in Internet Culture, ed. Porter, D. Routledge, London, 1997.

Foundation’s Edge PROLOGUE

The first Galactic Empire was falling. It had been decaying and breaking down for centuries and only one man fully realized that fact. He was Hari Seldom the last great scientist of the First Empire, and it was he who perfected psychohistory – the science of human behavior reduced to mathematical equations. The individual human being is unpredictable, but the reactions of human mobs, Seldon found, could be treated statistically. The larger the mob, the greater the accuracy that could be achieved. And the size of the human masses that Seldon worked with was no less than the population of all the inhabited millions of worlds of the Galaxy. Seldon's equations told him that, left to itself, the Empire would fall and that. thirty thousand years of human misery and agony would elapse before a Second Empire would arise from the ruins. And yet, if one could adjust some of the conditions that existed, that Interregnum could be decreased to a single millennium – just one thousand years. It was to insure this that Seldon set up two colonies of scientists that he called â€Å"Foundations.† With deliberate intention, he set them up â€Å"at opposite ends of the Galaxy.† The First Foundation, which centered on physical science, was set up in the fuel daylight of publicity. The existence of the other, the Second Foundation, a world of psychohistorical and â€Å"mentalic† scientists, was drowned in silence. In The Foundation Trilogy, the story of the first four centuries of the Interregnum is told. The First Foundation (commonly known as simply â€Å"The Foundation,† since the existence of another was unknown to almost all) began as a small community lost in the emptiness of the Outer Periphery of the Galaxy. Periodically it faced a crisis in which the variables of human intercourse – and of the social and economic currents of the time – constricted about it. Its freedom to move lay along only one certain line and when it moved in that direction a new horizon of development opened before it. All had been planned by Hari Seldon, long dead now. The First Foundation with its superior science, took over the barbarized planets that surrounded it. It faced the anarchic warlords who broke away frog, a dying, empire and beat them. It faced the remnant of the Empire itself under its last strong Emperor and its last strong general – and beat it. It seemed as though the â€Å"Seldon Plan† was going through smoothly and that nothing would prevent the Second Empire from being established or, time – and with a minimum of intermediate devastation. But psychohistory is a statistical science. Always there is a small chance that something will go wrong, and something did – something which Hari Seldon could not have foreseen. One man, called the Mule, appeared atom nowhere He had mental powers in a Galaxy that lacked them. He could mold men's emotions and shape their minds so that his bitterest opponents were made into his devoted servants. Aries could not, would not, fight him. The First Foundation fell and Seldon's P1an seemed to lie in ruins. There was left mysterious Second Foundation, which had been caught unprepared by the sudden appearance of the Mule, but which was now slowly working out a counterattack. Its great defense was the fact of its unknown location. The Mule sought it in order to make his conquest of the Galaxy complete. The faithful of what was left of the First Foundation sought it to obtain help. Neither found it. The Mule was stopped first by the action of a woman, Bayta Darell and that bought enough time for the Second Foundation to organize the proper action and, with that, to stop the Mule permenently. Slowly they prepared to reinstate the Seldon Plan. But, in a way, the cover of the Second Foundation was gone. The First Foundation knew of the second's existence, and the First did not want a future in which they, were overseen by the mentalists. The First Foundation was the superior in physical force, while the Second Foundation was hampered not only by that fact, but by being faced by a double task: it had not only to stop the First Foundation but had also to regain its anonymity. This the Second Foundation, under its greatest â€Å"First Speaker,† Preem salver, manages to do. The First Foundation was allowed to seem to win, to seems to defeat the Second Foundation, and it moved on to greater and greater strength in the Galaxy, totally ignorant that the Second Foundation still existed. It is now four hundred and ninety-eight years after the First Foundation had come into existence. It is at the peak of its strength, but one man does not accept appearances –