The Myth Of The Apollo 11 Land On The Moon And Hearing...

It has been forty-seven years since families across America were in awe watching the Apollo 11 land on the moon and hearing Neil Armstrong famously say â€Å"That s one small step for a man, one giant leap for mankind†. It has also been forty-seven years of people doubting the legitimacy of this footage. The theorists versus the realists is a never ending debate over whether this was a staged government hoax or if America actually made it to space. With hundreds of theories circulating involving Stanley Kubrick, Area 51, and the validity of a wrinkle in a flag.Was America really that eager to beat the Soviets and win the Space Race or did we just hit the jackpot in scientific discovery? During John F. Kennedy’s time as president he vowed to get to the moon before the end of the decade. Even though he did not live to see it, those next ten years there was a sprint between American and the Soviet Union to see who could get to the moon first. The space race â€Å"showed the world which country had the best science, technology, and economic system† (Ducksters). America failed many times but we finally made it in 1969. Or did we? Post World War II America was very sensitive about their reputation and had lots of confidence being one of the top countries in the world. Americans could not handle the pressure of losing. So Americans did what they do best. Fake it. When this race began â€Å"NASA’s budget was increased almost 500 percent, and the lunar landing program eventually involved some

Shell Case Study - 838 Words

The Case Study on â€Å"Organizational change at Royal Dutch/Shell† This case study on â€Å"Organizational Change at Royal Dutch/Shell† deals with the organizational change that the world’s largest non-state-owned oil company made to respond its operating environmental changes in 1990s (Hill, C 2005, pp. 476-477) While there are a few different structures of global organizations such as worldwide area structure, worldwide product divisional structure and global matrix structure, the Anglo-Dutch company Royal Dutch/Shell (hereinafter Shell) decided to be structured with a matrix structure from the 1950s until 1994. Under the matrix structure, the head of each operating company reported to two bosses; one boss was responsible for the†¦show more content†¦While the oil price plummeted in the winter of 1986 when the price fell from $31 per barrel to $10, Shell managed its budget by half: the company had to work much harder to develop new projects more cheaply. As a result, Shell could make huge improvements in drilling techniques such as slim-hole drilling and directional drilling. The use of 3D seismic became widespread. (from Shell’s official homepage; 1980s to the new millennium). All of these activities worked well under the matrix structure of Shell until the end of 1980s. There was a huge environmental change in 1990. It’s the Gulf War. The Iraqi invasion of Kuwait, partly prompted by the low price of oil, led to uncertainty about production and prices spiked. Iraq wanted to gain control of the worlds third largest oil producer to give it more control over the world market. Following the Gulf war to liberate Kuwait, crude oil prices entered a period of steady decline, reaching their lowest level in 1994 for 21 years (BBC, Why the oil price keeps rising, June 2008). As the oil prices declined, naturally there was pressure on Shell’s profit margins. Although it had traditionally been among the most profitable oil companies in the world, its relative performance began to slip in the early 1990s as its competitors adapted rapidly to the environment changes. As a result, this suggested that the Shell senior management team review its strategy and the fit between strategy andShow MoreRelatedCase Study : A Nut- Shell Essay1113 Words   |  5 Pagesnut- shell, this case study tell us about a big project which faced so many problems within one year of project execution. The completion of this project was 3 years with a large budget of $50M. But due to problems the CHEMICS insurance company decided to update all their processes and systems. This project effect all the departments within the company.So a management team with hired consultants and some members of insurance company was formed.Moreover there was no project manager for this case studyRead MoreCase Study : Royal Dutch Shell1003 Words   |  5 PagesOxfam Intermon. 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Principles of Pediatric Nursing

Question: Discuss about the Principles of Pediatric Nursing. Answer: Introduction: Appendicitis is one of the most common disorder, which needs emergency surgery before the development of any complications. Instead of the fact that in most patients the symptoms of acute appendicitis is easily diagnosed, but in some cases, some variable signs are seen, where the clinical diagnosis is difficult in initial stage, which promote ignorance of the condition and thereby leading to a severe condition of the disorder (Schietroma et al., 2012). In the current case study, the focus is an 8-year old boy mark, who has gone through a severe case of appendicitis, where the infection perforated the peritoneal cavity, causing peritonitis. In this essay the pathophysiology of appendicitis will be discussed. In addition to this the nursing care based on developmental theories, family-centered care and effect of hospitalization will be highlighted based on this case. The case study is focused upon the 8 years old boy, Mark, who was experiencing right iliac fossa pain and admitted to the emergency department of a local hospital. Upon assessing his symptoms, physicians suspected the onset of appendicitis. After confirming the situation, the emergency department doctors took him to the theater for an appendectomy. The surgical team identified a gangrenous perforated appendix with peritonitis. It is a severe infection in appendix. Peritonitis is characterized as the inflammation of serosal membrane lining the abdominal cavity. The peritoneum is a sterile environment, but the pathogenic microorganisms or their toxic products can cause intra-abdominal sepsis, which causes the inflammation of peritoneum (Brker et al., 2012). The pathophysiology of peritonitis is related to the intra-abdominal sepsis from a perforated viscus, which is caused from direct spillage of lumina contents in the peritoneum. The bacterial inoculation in the sterial area is relate d to the inflammation and infection of appendix. The perforated appendix is caused by the obstruction of the appendiceal lumen due to insisted stool, lymphoid hyperplasia or the infection caused by microorganism. However, considering the correlation within the appendicitis and distribution of lymphoid tissue, the obstruction of the lumen can be highlighted as a common cause (Chen et al., 2012). The bacterial overgrowth in the lumen is influenced by the obstruction of lumen, which further leads to the distention of lumen with increased intraluminal pressure. It then leads to venous obstruction. All of these processes lead to bacterial overgrowth, acute inflammation and edema (Markar et al., 2012). As a result of these, the appendix becomes ischemic and edematous, which further promotes the necrosis of appendiceal wall along with the invasion of bacteria through the ischemic wall, causing a gangrenous appendicitis. In the case of Mark, this condition was not recognized and neglected. As a result, the gangrenous appendix perforated into the sterile peritoneal cavity with spillage of appendiceal residue, causing peritoneal infection. In Marks case, this sequence of events occurred slowly and the appendix contained by the inflammatory response and omentum, which further led to localized peritonitis and appendiceal abcess (Schietroma et al., 2012). Finally, the progress in this condition causes sepsis and diffuse peritonitis. In this condition, the bacterial overgrowth is generally promoted by a range of facultative aerobic bacteria, which are involved in other colonic disorders (Chen et al., 2012). As the bacterial pathogens, which have grown in the appendics wall are perforated through the peritoneal cavity, the same bacterial culture could be isolated from both the gangrenous appendicitis and infected peritoneal cavity. According to the case study, Mark was initially suspected with appendicitis and was suggested for an appendectomy. The result of the post surgery states that the boy was suffering from gangrenous perforated appendix with peritonitis. He was under few medications after the operation and other treatments associated with his complications (Ball et al., 2012). Due the severe infection he was retained in the hospital for 10 days under the nursing care. Nursing is a noble job. The status of a nurse in pursuing her professional practices states the value a community places on the nursing job. The values, ethics and beliefs related to the profession are an integral part o0f the professional education practice. According to Perry et al. (2014), perforation of appendix is a major complication that can lead to peritonitis. Therefore, proper nursing intervention is important in order to reduce the severity of Marks condition. The main priorities of the nurse in such a condition are prevention of complications, promote comfort, and give the details of the information related to the surgical procedure, treatment requirements and the complications associated with this condition (Butcher et al., 2013). In this case the nursing management will involve relieving goal, anxiety reduction, controlling and prevention of the fluid volume deficit, elimination of the infection caused by the disruption in the GI tract and attaining most favorable nutrition. The various theories of development provide a structural framework in order to think about the growth, development and learning. As discussed by Barnes Rowe (2013), the developmental theories give a base to understand the set of guiding concepts and principles which explains the human development. The understandings of theories are very important since the nursing practice is directly responsible for assuring physical, cognitive and moral development in the patients. Every child passes through certain predictable stages of development as they move towards adulthood. There are various theories based on the development of human beings. Piaget termed the stage of the school going children as concrete operational stage. Depending on the age it can be concluded that Mark, belongs to this stage. According to Piaget, the school age children are capable of identifying concrete solutions to any complications or problems and thus, they can discover the impact of such complications on relationships (Haley Stott, 2013). In regards to the case of Mark, he was able to identify his problems and the sympathetic approach towards him after the surgery. Due to his severe infection and surgery he experienced chronic pain. As a nurse one should therefore be aware of the age before initiation with the nursing intervention. As a pediatric nurse, she should understand the thought process of Mark and the emotional disturbance caused due to his condition. In response to this stimulation activities which are meaningful and appropriate should be designed. Presence of the parents for an eight years old child is more important that experiencing of strangers should be prioritized. The duty of a pediatric nurse is not only to monitor Marks clinical outcomes, medication, preventions of spreading of infection due to nosocomial infection, providing proper diet, but also to make certain explain them the details of their treatment, provide them with story books, offering of manipulative toys and show sympathy and care in order to promote his cognitive health ("Child, adolescent and family nursing (Book, 2012) [WorldCat.org]", 2016). Another theory, related to human growth and development is Kohlbergs theory of moral development. According to this theory, a school age child enters into the conventional development stage (Hockenberry Wilson, 2014). One of the most striking characteristics of children of this age is that these children have trouble related to self-care measures when they are away from the guidance of either their parents or nurse. Therefore, as a nurse it is very important to take proper decision based on the need of the child. Evidences reflect the fact that a moral and positive moral can speed up the curing process. Therefore it becomes necessary for the pediatric nurse to take proper and situational decision related Marks treatment process. In addition to this she should also keep in mind to integrate the child in the decision making process to boost up his moral. There are two determinants that can aid in identifying the pattern of an individuals development. The two determinants are nature and nurture. According to Johnson (2013), nurses can relate the concept of self-efficacy in teaching children and his families. Plan a teaching project for these children to foster healthy life style. In terms of the sick children their needs may cause the parents to withdraw them from the social world in order to focus on child care. The member of the multidisciplinary team especially nurses can help promoting family resilience. Family centered approach aids in offering mental, emotional and practical support to the parents adapting to the childs illness. In case of Mark, such an approach can provide help to support his family members (Banazadeh et al., 2015). As a key member of the multidisciplinary team caring for Mark with appendectomy operation and peritonitis and his family, the nurse can develop a therapeutic, long-standing relationship in the next 10 days of the childs stay in the hospital. The family-centered approach will involve parents in caring through information and providing education to combat with the stress and anxiety associated with their childs condition. Therefore, the pediatric nurses should possess extensive communication, teaching and management skills. The healthcare professionals involved in the caring for the child and family should adapt a holistic approach of treatment during the stay in the hospital, in order to assure proper care provided to the child. According to Bowlby, hospitalization can cause mental scars on children significantly due to the separation of the child from his or her parents. Studies and evidences confirmed the advantages of admitting the parents in the children ward (Alavi et al., 2015). The outcome of the studies reflects positive results on the distress level. Moreover, hospitalization is associated with psychological and emotional distress due to the routine procedure for the child as well as the parents. In this case study, Mark is not adapted to the routine treatment procedure and the clinical environment. Therefore, it is important for a pediatric nurse to understand the emotional stress of the child and his parents and educate them to cope up with the clinical settings. Moreover, in order to preser ve and help Mark to adapt with his physical and environmental change, it is necessary for the nurse to show friendly gestures, sympathy and empathy during the treatment procedure (Banazadeh et al., 2015). Appendicitis is one of the common disorders if diagnosed in the initial stage, can be treated but if the condition is not treated in the initial stages can lead to complications such as Mark, who suffered from appendicitis and during his operation gangrenous perforated appendix with peritonitis was observed. In such a condition a childs physical, mental and cognitive development are hampered. Therefore, a pediatric nurse should be aware of the effect of hospitalization on the child and his family. Depending upon several developmental theories, care should be given to the child for improving his health condition. Reference List: Alavi, A., Bahrami, M., Zarghamà ¢Ã¢â€š ¬Ã‚ Boroujeni, A., Yousefy, A. (2015). Characteristics of caring selfà ¢Ã¢â€š ¬Ã‚ efficacy in pediatric nurses: A qualitative study.Journal for Specialists in Pediatric Nursing,20(3), 157-164. Ball, J. W., Bindler, R. M., Cowen, K. J. (2012).Principles of pediatric nursing: Caring for children. Pearson. Banazadeh, M., Azizzadeh Foroozy, M., Iranmanesh, S. (2015). Assessment of Barriers in providing end of life care to terminally ill pediatric patients from the perspective of nursing staff.Journal of Pediatric Nursing,1(2), 74-85. Barnes, M., Rowe, J. (2013).Child, youth and family health: Strengthening communities. Elsevier Health Sciences. Brker, M. E., van Lieshout, E. M., van der Elst, M., Stassen, L. P., Schepers, T. (2012). Discriminating between simple and perforated appendicitis. Journal of Surgical Research, 176(1), 79-83. Butcher, H. K., Bulechek, G. M., Dochterman, J. M. M., Wagner, C. (2013).Nursing interventions classification (NIC). Elsevier Health Sciences. Chen, C. Y., Chen, Y. C., Pu, H. N., Tsai, C. H., Chen, W. T., Lin, C. H. (2012). Bacteriology of acute appendicitis and its implication for the use of prophylactic antibiotics. Surgical infections, 13(6), 383-390. Child, adolescent and family nursing (Book, 2012) [WorldCat.org]. (2016).Worldcat.org. Retrieved 11 September 2016, from https://www.worldcat.org/title/child-adolescent-and-family-nursing/oclc/776539269 Haley, C., Stott, A. (Eds.). (2013).Pillitteri's Child and Family Health Nursing in Australia and New Zealand. Lippincott Williams Wilkins. Hockenberry, M. J., Wilson, D. (2014).Wong's nursing care of infants and children. Elsevier Health Sciences. Johnson, R. L. (2013). Nursing Care of the Child with Hematologic Disorders. Markar, S. R., Blackburn, S., Cobb, R., Karthikesalingam, A., Evans, J., Kinross, J., Faiz, O. (2012). Laparoscopic versus open appendectomy for complicated and uncomplicated appendicitis in children. Journal of Gastrointestinal Surgery, 16(10), 1993-2004. Perry, S. E., Hockenberry, M. J., Lowdermilk, D. L., Wilson, D. (2014).Maternal child nursing care. Elsevier Health Sciences. Schietroma, M., Piccione, F., Carlei, F., Clementi, M., Bianchi, Z., Vita, F. D., Amicucci, G. (2012). Peritonitis from perforated appendicitis: stress response after laparoscopic or open treatment. The American Surgeon, 78(5), 582-590.

Lab report water Sample

Lab report water Paper If the amylase only partly digests the starch, what would you expect to happen? If the amylase only partly digests the starch, I would expect to see a faint color change as well as a small presence of glucose inside the intestine. If the amylase fails to digest the starch, what results would you expect? If the amylase fails to digest the starch, I would expect the solution inside the intestine (Dialysis tubing) to change color to blue-black due to the chemical action that will occur when the Logos regent (kill) permeates through the intestine (Dialysis tubing). Why is it necessary to have a control for this experiment? By having a control in this experiment, we can see the changes with the presence of amylase. Logos regent (kill) changes color in the presence of starch, which is the control group that we have setup that demonstrates what would happen naturally, with starch and Logos regent (kill). The control group will have a distinct comparison available for us. As amylase, an enzyme that catalysts the reawaken of the starch into glucose, which will have no reaction with Logos regent (kill) as well as no color change. We will write a custom essay sample on Lab report water specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Lab report water specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Lab report water specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Were starch molecules able to cross the membrane? No, the starch molecules were not able to cross the membrane, because if it were able to pass through, then the solution on the outside of the intestine (Dialysis tubing) would have changed color to blue-black. Were Lug molecules able to cross the membrane? Yes, the starch molecules were able to cross the membrane as we observe the lour changes that occur inside the intestine (Dialysis tubing). What is your conclusion regard amylase digestive activity? In this experiment, I concluded that amylase have the abilities to catalyst the breakdown of the starch into glucose. Also, some molecules, such as the Logos regent (kill) and glucose are able to permeate through intestine (Dialysis tubing) while others, such as starch is not able to permeate through the (Dialysis What does this experiment tell you about the size of glucose molecules and membrane permeability? This experiment tells me the size of the glucose molecule is very small in comparison to starch molecule. They have high membrane permeability that allows them to permeate through the intestine (Dialysis tubing); this is supported by the presence of glucose in the water when we conducted the glucose test. In the experiment, did the movement of glucose and starch molecule reflect the expected results of biological simulation? In this experiment, the glucose and starch molecules accurately reflected the expected results of the biological simulation. Animals starch molecule cant cross the plasma membrane to leave the intestine, similarity in our experiment, the starch solution were not able to permeate through the intestine (Dialysis tubing), thus a no change of color occurred in the Logos regent (kill) solution. Furthermore, the glucose molecules can cross membrane between the intestine and circulatory system, and this is proven accurate as we were able to test the presence of glucose in the Logos regent (kill) solution that contain amylase in the intestine (Dialysis tubing).

A Research Report on Marketing Strategies of the Business Essay Example

A Research Report on Marketing Strategies of the Business Essay Example A Research Report on Marketing Strategies of the Business Essay A Research Report on Marketing Strategies of the Business Essay A Research Report on Marketing Strategies of the Business| Muhoo [Pick the date] | Table of Contents 1Introduction2 2Market ProfileError! Bookmark not defined. 3Macro-environmental Analysis of Victoria’s Basement3 4Micro-environmental Analysis of Victoria’s Basement4 5Market Segmentation5 5. 1Demographic Segmentation:5 5. 2Psychographic segmentation:6 5. 3Behavioural segmentation:7 6Target Market7 6. 1Purchasing Pattern and Purchasing Power7 6. Brand Positioning Based on Target Segment8 7Marketing Mix9 7. 1Product9 7. 2Price9 7. 3Promotion9 7. 4Place9 7. 5Process10 8Recommendations10 8. 1Use of Technology10 8. 2Customer Service10 8. 3Store Decoration10 8. 4Advertising about Expansion11 9Conclusion11 10References12 * Executive Summary Victoria’s Basement is a small business which started its journey in the Queen Victoria Building and successfully grew into its current status of holding 5 locations around Sydney of significant sizes.From an outside perspective it is easy to conclude that the main ingredient of the success of Victoria’s Basement is its prime location in the Queen Victoria Building. However, a detailed research into various marketing aspects of the business reveals that the store’s product mix, target market, and promotions are significant contributors to the success of the store. A macro-economic and micro-economic analysis of Victoria’s Basement reveals that the business has utilized some of the main advantages of being in Sydney CDB area and being close to railway station has given it additional exposure to its customers.It also shows that technology is the business’s main opportunity to grow and that the threat to the business from rival businesses is the biggest threat to the business. Also, studying the market segments suggest that tourists and adults of age range 20-35 years are the target market segment of the business which is also being assisted by online selling strategy. Exploring the marketing mix of the business detailed its business marketing strategies and illustrated how each aspect is playing role in the current success of the company.Finally, based on all the research done, some recommendations have been made on what are some of the aspects that the business could improve on. Use of technology, improvement of customer service and increasing advertisement about other locations than the QBV store are the main areas of improvements to the company. Introduction Victoria’s Basement is a business whose large comic advertising signs grab attention of any pedestrian walking through the Queen Victoria Building, a historic building that gets the most foot traffic among all the buildings around the Town Hall area of the Sydney CBD.Victorias Basement has been well established for over 10 years, However the foundations were laid more than 20 years ago when the Kalanderian Brothers opened their first Mr Tablecloth store on November 1986 in Sydneys historic and restored Queen Victoria Building. This research is carried out on the business atmosphere, marketing strategies, marketing mix and target market of Victoria’s Basement, with a recommendation based on those studies about any further improvement that the business can make to attract more consumers.The company definitely has gained some forte by being in a prime location, where it gets at least 50% of the foot traffic from Town Hall railway station. Town Hall is Sydneys second-busiest station on the CityRail network. About 70,050 people move through the station each weekday and the number is increasing every year (Malkin amp; Dick, 2005). Also, Victoria’s Basement has expanded its strength in the market because of its product mix, exposure to different market segments and advertising strategies. Macro-environmental Analysis of Victoria’s BasementIn this part of the report, the marketing environment would be discussed in brief for the Victoria’s Basement. The PESTEL framework could be adapted to analyse the macro-environmental forces for the company. Table 1: Macro-Environmental Analysis for QVB Factors| Descriptions amp; Analysis| Political amp; Legal| * Free trade policies of multiple countries could provide QVB [hence, Victoria’s Basement] good busin ess opportunities for exporting their products to the foreign markets (Whaples, 2011) and also importing products at cheaper rates. Legal regulations including taxations, consumer protection legislations, and employee protection legislations in NSW would also matter in deciding how business is operated. If Victoria’s Basement is considering expanding to other states, the business will also encounter difference in taxation and local legislations to adapt to. | Economic| * Global economy recovered from the financial crisis had allowed the buying power to increase (Coffee, 2012). Therefore, more people are able to spend on luxury home wares and kitchenware. Global high level of unemployment would still make the costs for labour lower than expected (Coffee, 2012). Therefore, Victoria’s Basement can employ people at lower rates, hence reducing the fixed cost of operating business. Also, the imports are remaining cheaper due to cheap production labour from other countries. | Socio-Cultural| * Emergence of DIY (Do It Yourself) allowed more consumers to be more in favour of cooking and baking at home (Pearce, 2012) * Emergence of usage of social media in the current society had allowed social media to be the newest and very efficient marketing tool. Emergence of online retailing allowing retailers to develop new sales channel within the global market. | Technological| * Increased RFID technologies with electronic price labels allowing customers’ self-service in the retailing stores (Hancke, 2011) which the store is not utilizing yet. Also the store is not yet using anti-theft devices. * The more advanced information and communication technology (ICT) and transportation technology could allow globalization to be more possible and management being more efficient and cost-effective. Micro-environmental Analysis of Victoria’s Basement In terms of the micro-environmental analysis, the Porter’s Five Forces framework could be adapted for th e company. Table 2: Micro-Environmental Analysis for QVB Factors| Descriptions amp; Analysis| Buyer Power| Medium. The bargaining power from customers would be strengthened from the increasing competition in the market providing the similar products in the industry, and the buyers’ switch costs for different brands would be low.On the other hand, the bargaining power from customers would be weakened from the fact that there was no buyer association established in the world for the industry. | Supplier Power| Low. The bargaining power from suppliers would be lowered because there were multiple suppliers for the materials and services (steel, plastics amp; business services such as logistics) in the market, and the switch costs for suppliers would not be high. | Threats from New Entrants| Medium.The threats from new entrants would be strengthened because there were no barriers set for in the market and the capital and technological requirements were low. On the other hand, the threats from new entrants would be lowered because the market is matured with stable growth of the consumption of products being sold by Victoria’s Basement| Threats from Substitutes| Low. There was very low threat from the substitutes because the number of substitutes is restricted in the CBD area for similar product mix.Woolworths Group and Coles Group also sell kitchen and home wares but the diversity of product is significantly low in comparison to Victoria’s Basement. | Threats from Rivalry| High. The threats from rivalry is strengthened because the number of competitors in the global market is large, and multiple retailers, such as large retailers (David Jones, Myer etc. ) and specialized retailers (Ikea, Harvey Norman, etc. ) are all competing in the market. Product differentiation was low with products providing the similar functions, and the switching costs for customers from different brands would be low.Therefore the threats from rivalry are high. | Market S egmentation In order to develop a marketing strategy, it is very important for a company to understand its exposure to customers. If the company can understand its customer base then only it can plan its business and marketing strategy as well as what their target consumer sector would be. Victoria’s Basement has exposure to consumers according to the basis of Demographic, Psychographic and Behavioural patterns. They have segmented their products and positioned them according to consumer segments.The purpose of the dividing the market into small segments is to make it simple to address the needs of smaller groups of customers and try to analyse that different products are being carried to appeal to consuming habits from different segments. We can categorize the market segmentation for Victoria’s Basement consumers into three different bases: Demographic Segmentation: Every year, more than 2 million international visitors come to the Sydney metropolitan area. It is esti mated that a further 483,000 people travel to the city on any day to shop, be educated, conduct business or simply to be entertained.This is in addition to the 385,000 people who arrive every day to work in the local area. More than a third of these working people are classed as professionals, with another 17% of them classified as managers (City of Sydney, 2013), which justifies their ability to be attracted and ability to purchase quality and luxury home ware and kitchenware brands. The median age of the City resident is 32, which is 3 years below the average for the rest of Sydney. Almost half the Citys residents are aged between 18 and 34.Two-thirds of the population increase in the past 5 years has occurred in this age group. From the above statistics, the exposure of a typical business in Sydney CBD can be approximated as presented in Figure 1. As we can see, the largest consumer group that Victoria’s Basement has exposure to is the 45% group which is the age group of 2 0-34 old Young Adults and Visitors. Figure 1: Demographic Segmentation of a business in Sydney CBD Psychographic segmentation: Psychographic segmentation refers to dividing the consumers into groups based on personality, value, social class and lifestyle.Victoria’s Basement has products that are appealing to lifestyle of the sophisticated multicultural consumers, as Sydney has a huge amount of visitors who come to visit city every day for shopping, relaxation and even for entertainment. On average, individual residents in the City earn a weekly median wage of $717, compared to $518 elsewhere in Sydney. A quarter of residents aged 15 or more have a weekly income of over $1300 a week, while another quarter receive less than $250 per week (City of Sydney, 2013).Therefore, Victoria’s Basement can attract those customers that are choosy, maintain high social status and stylish daily life but also those who want to maintain a stylish standard of living but are in financial c runch. As it is a commercial area, it is very easy to target both stylish luxurious and also stylish but economic customers. As a result we see that victoria’s basement has salt and pepper sets that are $4 a set and also designer salt and pepper sets that are $39. 95 a set (Victorias Basement, 2013). Behavioural segmentation:Behavioural Segmentation refers to splitting customers in terms of buying patterns based on occasions, uses, and benefits. Victoria’s Basement is not only a very popular shop but also a mark of tradition in Queen Victoria Building (QVB). The QVB itself arranges different entertainment events to attract tourists and city visitors which add to the image of QVB. The people who visit QVB due to special occasions are mostly visitors. It is a behavioural pattern that when people become part of a special event, they want to bring back a token as part of their experience.So, visitors think that because they had been to a historic building, they need to buy at least something that would remind them of their visit; hence, they end up buying products from the most historic store in the QVB, Victoria’s Basement. Target Market Based on study of the different market segments in the above discussion, it can be concluded that the age group of 20-34 years old are the main demographic target of Victoria’s Basement. Psychographic and behavioural pattern of this age group suggest that visitors and comparatively wealthier residents living near city area form the majority of the target consumers of Victoria’s Basement.In the next discussions we will discuss more in depth about the behaviour and buying pattern of these target segments. Purchasing Pattern and Purchasing Power It is necessary to classify the target segment in order to identify those with sufficient purchasing power, authority, and willingness to buy. Based on that, a Victoria’s Basement should strategize their marketing mix. Usually women make 90% of home improvement decisions and they can pay for quality and variety of products. Based on that we can estimate that majority of the target consumers are female.In addition to that female from other age ranges (35+) also add to the gender segment. Women are more likely than men to express concern about consumption’s broader impacts and to act upon those concerns’ (Luchs amp; Mooradian, 2012), which justifies the necessity of Victoria’s Basement to pay attention to quality and brand. Workers in Sydney get the second biggest bang for their buck in a survey of prices and earnings in 73 cities, conducted by the global investment bank UBS. The results show that Sydney ranks second only to Zurich in domestic purchasing power the quantity of goods and services you can buy with the average wage.Sydneys relatively high wages and moderate costs explain the surprise ranking (Irvine, 2009). Compulsive buying is a prominent behaviour among this target segment of 20-34 years old a dults. The Australian Bureau of Statistics shows that the total balance on credit and charge cards has risen an average of 17 per cent over the five years since 2002 and the Australia’s credit card bill has hit a record $42. 698 billion in December 2007. In today’s society, status is regarded through the ownership of status products rather than through personal, occupational, or family reputation.Thus, in their effort to come out best in this social comparison and possession, individuals must demonstrate their social power by displaying their wealth through the ability to purchase goods and services (material objects)’ (Phau amp; Woo, 2008). Keeping the above behavioural patterns in mind and also the fact that there are more than 20,000 retail stores in the Sydney CBD area (City of Sydney, 2013), Victoria’s Basement need to pay attention to the right pricing pattern with facilities to pay through credit cards to keep their target segment loyal to the stor e.Brand Positioning Based on Target Segment Victoria’s Basement has had an interesting history in Australian retailing from its poor beginnings in 1986 to its new position entirely riding on the tourists pouring into the city. The shop run their peak business during summer time as a lot of tourist come to Sydney during that season. The contents of the shop are such that it also attracts people other than tourists. That is how they run their business during all seasons.During off season, they try to remain in focus by advertising 80% off’, One Day Offers’, Super Saturdays’, Secret Sales’, half yearly Stock take’ and Mid-Season sales’ in addition to catalogue offers to keep their sales floating and to keep the Brand Equity up. Moving forward, the team at Victoria’s Basement is trying to limit their dependence upon price based promotions, which have been slowly damaging their brand positioning, and return to status of a premier re tailer brand. Recent survey has shown that people want the souvenir shop in delocalized area.In that realization, they have opened 5 shops in suburbs which are away from the city but close to where households are. They have also started selling their items online over the internet. Their popularity is increasing day by day hence their business strategy is changing because becoming more available within the reach of general people will maximize their customer base. It will regain their ability to project a more sophisticated image and targeting more sophisticated consumers. Marketing Mix Product Victoria’s basement is popular for its product brand line-up.If we compare in the marketing mix framework then we can find that its wide range of products are all of very popular brands, which is one of important reasons for its rapid success. Brand automatically ensures that the product quality is also really good. Some of the popular brands in their collection are Wedgwood, Royal Dou lton, Villery and Boch, Waterford, Dan Samuels, and many more. Branding can build an expectation about the business services or product and can encourage the business to maintain that expectation, or exceed them, bringing better products and services to the market place.Presentation of their product is a important part of good marketing which is one of the areas of improvement that Victoria’s Basement has to note. Currently because they have a lot of products but limited sales area, the presentation in QVB store is more like a basement bargain store. However, their other stores have much better product presentation. Lastly, their return policy is very simple like other big retail giants. Price Price is the most important part of their continued allegiance from targeted customers. Victoria’s basement offer cheaper price than any other business with the same product.This made them popular in the short period of time. They have a wide range of discount which starts from 1 5% to 75% (approximate). This magnetize customer more towards this shop. However, they need to keep in mind that extreme low pricing sometimes damages the brand value. Promotion Victoria’s basement is very advanced about their business promotion. As mentioned earlier, they maintain sales promotion in special events such as charismas, New Year, mother’s day etc. As part of advertising their promotions, they distribute catalogues all around the city area and nearby residential areas as well.Also, they have big sale events at every store opening, promoting new business entry in that area and informing customers about their entry. Place Victoria’s Basement originated from their prime and most important location in Queen Victoria building. According to Sydney Morning Herald in 2005, Town Hall is Sydneys second-busiest station on the CityRail network. About 70,050 people move through the station each weekday and the number is increasing every year’ (Malkin amp; Dick, 2005). Even if half of these people walk through the QVB as of 2013, we can estimate that the QVB store has exposure to more than 40,000 foot traffic per day.Since 2002, Victoria’s Basement expanded to areas like Auburn, Artemon, Castle Hill and Alexandria which are densely populated residential areas but these households have above average income and more space inside the house. Obviously, homeowners with expendable income will be attracted to shop in such store if it is conveniently located within their reach. Process Victoria’s Basement is only using traditional POS terminals that are not interconnected among all other stores or to their supply chain management.As a result customers have to wait in long queues and can only shop what is available at that store. However, Victoria’s Basement is also offering online selling with option of bridal registry. This is definitely a good process to reach customers that are too far away or too reluctant to travel to their stores. Also, it opens their consumer base to gift-shoppers, specially when people use the bridal registry facilities. Recommendations Use of Technology The biggest area of improvement that Victoria’s Basement has is in its use of technology.They are not using any anti-theft device, making the merchandise prone to vandalism. Even though they have security guards in store, considering the fact that their target consumers are majorly tourists, it might be highly uncomfortable and depreciatory to customers that are not use to bag-check culture in Australia. Also, since they have expanded to multiple branches, they need to improve on their supply-chain management by incorporating IT to be able to assist customers with better information about product availability. Customer ServiceVictoria’s basement is employing very small amount of customer service representatives in the stores for which customers are often unable to decide which product to purchase. Also, since majority of their target consumers are tourists, the customer service should be able to advice purchases. For example, items with liquids in them of more than 300ml will not be allowed to pass through screening if placed in hand luggage, purchase of more then $300 in a single receipts will make them eligible to get tax refund at the airport while departing, etc. Store Decoration This recommendation about store’s decoration is mostly applicable for the QVB tores. Due to lack of space, the products are placed on the floor and shelves in a very compressed pattern, allowing limited area for shoppers to walk, stand to look at products, and move with strollers/wheelchairs. Only based on lack of accessibility, customers often prefer to go to other bigger brands (David Jones and Myer), although the price is cheaper in Victoria’s Basement. Also, if customers accidentally bump to a shelf or a product that is fragile, they often end up breaking or damaging the product. The store often makes the customer pay for the broken product, causing dissatisfaction among customers.Advertising about Expansion Until this research was carried out, none of our group members were aware of the fact that Victoria’s Basement has 4 other locations that are even bigger than the QVB store even though some of us have shopped at the store many times. This is evidence of the fact that Victoria’s Basement doesnot have enough advertisement going on to promote their other locations. Promoting other locations in the QVB store might be a good strategy for the business since some customers go to the QVB location in the belief that they cannot get such items at a place closer to them for that comparable price.Conclusion With minimal expense of advertising, technology, and employee engagement, Victoria’s Basement has been successfully able to increase their brand equity to become a considerable competition in the homeware/kitchenware market. They have marketing advanta ge of being in prime location and having been associated with image of a historic building as Queen Victoria Building. However, to be able to continue its growth at the present globalised market, they need to move towards technology and customer service to give better retail experience to shoppers while retaining its Brand image.

Doing Good

Doing Good Doing Good Doing Good By Maeve Maddox A reader has asked me to comment on the following sentences: Didnt they do good. The boy did good. The word good has numerous definitions and nuances. I started to count all those listed in the OED entry, but gave up, there were so many. The chief use of good is as an adjective: Read any good books lately? It is also frequently used as a noun: Political leaders should consider the common good. A few special constructions exist in which good is used adverbially: He as good as told me he was quitting. Besides being ungrammatical, using good to modify a verb creates ambiguity. The sentences â€Å"Didn’t they do good† and â€Å"The boy did good† suggest that â€Å"they† and â€Å"the boy† were occupied in doing good works. In one of my favorite scenes in the television show 30 Rock, Tracy Morgan asks someone â€Å"How are you doing?† When the other character responds Good. Im doing good! Tracy fixes him with a disapproving stare and says Superman does good. You’re doing well. If â€Å"they† and â€Å"the boy† are not â€Å"doing good† in the sense that Superman and Habitat for Humanity do good, then the good is being used incorrectly. One way to improve these sentences is to replace the adjective good with the adverb well: Didn’t they do well? The boy did well. If this use of â€Å"well† sounds too stuffy for conversation, then the sentences could be rendered as Didn’t they do a good job? The boy did a good job. As language descriptivists would tell us, good is often used as an adverb in conversation. This is true. I use it myself at times, in fun, or to convey praise without seeming sentimental. Ex. You done good, Son! Nevertheless, speakers and writers aiming at standard usage acceptable to a wide audience do well to avoid this construction. Bottom line: Using good to qualify a verb is still considered by most style-conscious writers to be nonstandard usage, best reserved for use as a character marker in fiction to indicate class, region or educational level.   Ã‚   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 Grammar category, check our popular posts, or choose a related post below:The Meaning of "To a T"7 Patterns of Sentence StructureQuiet or Quite?

Managing Challenging Behaviour in Mental Heath Essay

Managing Challenging Behaviour in Mental Heath - Essay Example The primary information from this program would be supported by previous works by various scholars borrowed from books on mental health nursing and journals on mental health, mental health nursing and intellectual disability. Rationale There are various behaviours that people consider as challenging. Examples among those with learning disabilities include self injury, violence, ambivalence, sexual disinhibition, non-compliance and substance abuse (Callaghan & Waldock 2012). Considering adults with learning disability, Neno, Aveyard and Heath identified repetitive actions, screaming, shouting, running away and resisting care as some common challenging behaviour (2007). According to NHS (2012), challenging behaviour would be mostly observed among people who have conditions affecting the brain and communication like dementia and learning disability. Since communication defines human interaction with one another, its breakdown becomes a problem, leading to frustration which yields challe nging behaviour. If it leads to an outcome desired by the victim, then it could be repeated over and over again. The challenges experienced with these behaviours could be as a result of the support given or denied and problems resulting from inability to understand the things happening in the environment and how to communicate what such persons want. Having seen people with challenging behaviours in almost all the areas I have been working from as nursing student, I feel that learning how to manage such behaviours would be of paramount importance in my future profession as a mental health nurse. 1. Undertake and critically evaluate your transition activity Among the key areas of challenging behaviours that I undertook to train on included an evaluation of some of the common challenging behaviours, risk assessment, risk reduction and incidence prevention and treatment for those exhibiting such behaviours including forceful restraint. In as much as there was some focus on the role of the community, much emphasis was laid on my role as a mental health nurse in managing such situations. Understanding these facts from my perspective as a mental health nurse would be critical in my future role when handling people with learning disabilities. As noted by Emerson and Hatton (2008), these are the people who are likely to exhibit such behaviours. Much of the observed phenomena were from my experience having interacted with people with challenging behaviour in most of my undertakings. However, in this transition program, the observed phenomena were qualified with credible citation of supportive theories and findings from various scholars. I adopted the proposition by Ritter and Lampkin (2012) who categorised the triggers of challenging behaviours into primary, secondary and consequent. According to these scholars, primary causes are a result of the service user’s mental illness such as aggression when such a person hears voices. Secondary triggers result from symp toms of an illness which results in the service user responding negatively against other persons. Finally, consequential triggers would be caused by mental illness which leads to seeking for attention. However, it has always been difficult for me to identify a single cause of challenging behaviours in a person. Perhaps, the argument by the Xeniditis, Russel and Murphy (2012) that there would not be a unitary common cause associated with these behaviours. Having understood the causes of these behaviours, the transition program