Sigma Six Iso 900 and Tqm Summary

DMADV a. k. a. DFSS The DMADV project methodology, also known as  DFSS  (â€Å"Design  For  Six  Sigma†),[12]  features five phases: * Define  design goals that are consistent with customer demands and the enterprise strategy. * Measure  and identify CTQs (characteristics that are  Critical  To  Quality), product capabilities, production process capability, and risks. * Analyze  to develop and design alternatives, create a high-level design and evaluate design capability to select the best design. * Design  details, optimize the design, and plan for design verification.This phase may require simulations. * Verify  the design, set up pilot runs, implement the production process and hand it over to the process owner(s). In order to scope out a potential project its imperative one understands the Six Sigma DMAIC requirements. A great example of project scoping is similar to a physician diagnosing a patient with a specific illness. Effective project sco ping is also comparable to a physician treating a patient with a specific illness, attention to detail is important when diagnosing a patient (Lynch, Bertolino, Cloutier, 2003).The define phase of a six sigma project is one of the most vital phases. The define phase can have the most impact on the success of the project. The DMAIC Six Sigma methodology should be used when a product or process is currently in place, but for some reason does not meet the customer specification or is not performing effectively, The DMADV methodology should be used when a new product or process is being introduced, when a process does not exist, or has reached entitlement. If a defect exists, one should opt toward using the DMAIC methodology to complete a six sigma project.Due to the nature of this process, identifying the customer specifications, designing and optimizing solutions, implementing the new process, product or service, a DMADV project can be more complex and be potentially longer in duratio n. Some Black Belts may be tempted to defer to DMADV when the process to be improved is not documented. Consider whether the work, process, or service is occurring today. If it is, then one would perhaps have a project that should begin as a DMAIC project. The process should then be documented as one of the early steps in the effort toward reducing defect variation.Another common misstep occurs when projects are identified as DMADV and the appropriate tools are not used. The DMADV methodology leverages unique tools to capture the Voice of the Customer and translate to CTQs, which is an acronym for â€Å"Critical to Quality† and then to Functional Design Requirements. These tools include Kano Analysis, Quality Function Deployment, and Pugh Matrix. Leveraging these tools during a DMADV project helps ensure that the effort to create a product, process, or service will deliver the most important customer requirements. ConclusionSix Sigma is one quality system that has outlasted o ther quality management systems (Brinlee, n. d. ). There are dozens of tools and software programs available; however, there are basics that all should know. Depending on ones training as a green or black belt, the six sigma tools used can vary. Most all six sigma software programs are designed to allow the computer to calculate to decrease the potential of human error. There are two basic classifications of six sigma tools: process optimization tools and statistical analysis tools (Brinlee, n. d. ).Analysis: After you describe your research finding and include references, please offer your analysis of the information here. By beginning the paragraph with a bolded word, it will be much more apparent to the Evaluator that this is where they will find your analysis of the information rather than it appearing as if it is part of the research summary. Benefits of Six Sigma It is clear that many companies have capitalized on the application of Six Sigma to there business model. If we loo k deeper into the appeal of Six Sigma, past the historical quantitative gains, we will find several benefits that companies find attractive. Pande, 2000) â€Å"Six Sigma, 1. â€Å"Generates sustained success† – The only way to sustain a high level of growth is to continually innovate and remake the organization. A Six Sigma process creates the skills and culture to achieve this continuous process improvement cycle. 2. â€Å"Sets a performance goal for everyone† – a company is made up of multiple departments with different tasks and objectives. Six Sigma provides a common objective for all departments to be as close to perfect as possible. The idea is that if you understand the customer’s requirements, then you can measure for defects. . â€Å"Enhances Customer Value† – The focus of Six Sigma is understanding what the customer requirements are and delivering a product or service within those requirements. 4. â€Å"Increases the rate of improvement† – Six Sigma helps a company stay on top of it’s improvement efforts by constantly updating requirements and identifying defects before they happen. 5. â€Å"Promotes Learning† – Six sigma brings experts together with novices to manage the process and teach the Six Sigma way of business. Companies that use Six Sigma view it as learning tool that is critical to their success. 6. Executes strategic change† – Six Sigma gives you a better understanding of your companies processes. The philosophy is tied back to the companies goals so when it’s time for change there is a higher probability of success. † (Pande, 2000) Six Sigma Negatives Six Sigma is has not been successful for every company. Critics point to several factors as negatives of Six Sigma. Some point to the fact that Six Sigma is not an original philosophy but rather a re-packaging of existing ideas. Additionally, critics point out the use of consultant s and the need for highly trained specialist to implement and manage the process can be very expensive.Another criticism is that the 3. 4 per 1 million measurement does not fit all situations. An airport may need a higher standard than say the post office. It has been said that applying Six Sigma rigorously will result in in a workplace environment that is rigid and stifles creativity, innovation, and invention. However, proponents will say that this outcome is a result of missing key parts of a successful program. The goals of the program must be tied to the goals of the company and the processes in place must directly tie to the customers needs. ImplementationSix Sigma programs are deployed from the Top down and implemented from the bottom up. (Cariera and Trudell, 2006) You must have upper managements buy-in and full support. This support must be communicated effectively through the organization. Upper management must be willing to invest in training for their employees and willi ng to embrace the changes that will come out of the initiative. Although Six Sigma can involve some complex statistical theories and measurement tools, the barriers to successful implementations usually come from â€Å"behavioral† resistance rather than â€Å"technical† issues. Kumar, 2006) The following are what Kumar considers â€Å"Fundamental rules for significant change†: †¢ Always include affected individuals in both planning and implementing improvements. †¢ Provide sufficient time for employees to change. †¢ Confine improvements to only those changes essential to remove the identified root cause(s). †¢ Respect an individual’s perceptions by listening and responding to his/her concerns. †¢ Ensure leadership participation in the program. †¢ Provide timely feedback to affected individuals. These are all key points to implementing Six Sigma, however to a Six Sigma critic’s point, there is nothing really new here.Th is is very similar to many other management and quality philosophies. Regardless of what name you give it, these fundamentals are imperative for instituting positive change in an organization. Perhaps by applying these fundamentals under a recognized program such as Six Sigma, there will be a better chance for success. ISO 9000 Naturally this subheading â€Å"Finding Number 2† would actually be changed to describe the second research finding. Then you would describe what you found and be sure to include quotes or paraphrases from your research.After each of those references, be sure to include a correct in-text citation (APA) format. Keep in mind that this task requires you to reference 8 sources in your paper (and include an accompanying Reference page). Analysis: After you describe your research finding and include references, please offer your analysis of the information here. By beginning the paragraph with a bolded word, it will be much more apparent to the Evaluator tha t this is where they will find your analysis of the information rather than it appearing as if it is part of the research summary. Benefits of ISOThe ISO was started in 1947 when 25 countries met in London to define industry-wide standardization for the manufacture and supply of products, testing/analysis and technology used in these fields, that begins a foundation of the trade and transfer of technology. A) While leveling the playing field so countries can easily trade overseas easier, companies are free to compete in more worldwide markets. This allows companies access to territories previously adrnonished for political reasons (American companies doing business in Vietnam, for example), while bridging the needs of business into the new millennium.B) At its core the ISO in conjunction with organizations the WTO, promotes a global trading systern strength. The WTO instituted the Technical Barriers to Trade (TBT)' which includes a Code of Good practice for the Preparation, Adoption and Application of Standards: simply-put, the Code recognizes the efficient improvement of production in international trade AND, encourages standardizing bodies to use ihem for the standards they develop. C) Another advantage is product reliability from other countries.Think about it, in terms of quality and safety you can rest easier knowing that the product quality will be the same or better than a competing US brand. Which is generally, not good. But it encourages competition, promotes more trade opens up our thinking to new, sometimes better merchandise. Look at the inventory from Ikea and World Market and see how those marketplaces have tested throughout the country? D) With regard to our govemment, where would we be without International Standards for health, safety and environmental legislation?International Standards can also ‘&ame' political trade agreements with this body of knowledge. E) I believe that, without certain Standardizations our commerce would erswl. Li ke the sizes of screw-threads for chairs in classrooms, telcom technology, the size of 2Ãâ€"4's for use overseas, the quality of steel-beams to erect a building. Pros and cons of ISO ISO 9000 is a set of standards governing documentation of a quality program. ISO 9000 is an overview document which gives guidelines for selection and use of the other standards. It is also used internationally by business to provide an outline of quality assurance.The ISO 9000 contains five document which are the 9001 9002 9003 9004 the ISO 9001 deals with aspects of a quality program for businesses that design, produce, install and service products. The ISO 9002 deals with the same aspects as the ISO 9001, the ISO 9003 is the most limited in scope and addresses only the production process. ISO 9004 contains guidelines for interpreting the other standards. The steps for businesses to take in order to make sure they are registered with ISO 9000 standards are that the quality management system in the co mpany or business must be fully approved and meet the required standard the ISO 9000 need.They must also be able to look after and put in order all the companies internally audits. Organisations should seek ISO 9000 accreditation due to some advantages it provides for the company which are it helps the company improve its customer service and increases the satisfaction of customers. When business or organisations seek ISO documentation it helps the focus on satisfying customers and providing quality service for customers. It helps the company to ensure that their product when is reached the final stage is of good quality which helps to increase customer satisfaction or make customer happy with the final product.Another reason why a company should also seek ISO 9000 accreditation is due to the fact that it would be easier for business or organisation to get supplier if there in need of one. Supplier would be willing to associate themselves with companies with the ISO documentation wh o are in looking for or in a need of suppliers. The ISO accreditation requires an organisation to analyse and document its actions, which is important in any event for implementing continuous improvement for the staff who get involved. The rules required in ISO accreditation standards provide businesses to start pursuing TQM programs.Organisations that register their company with the ISO 9000 accreditation give there company a good eye with public as it increases their marketability as the public feel they have their best interest at heart by ensuring they offer good quality products to them and this is an advantage to the company as it increases their customer loyalty base and brings in new customers. It would also help organisations against their competitors as a business or company seeking ISO 9000 accreditation increases their advantages over their competitors and this might make them draw some of their competitors’ customers.ISO 9000 registration helps companies look att ractive by inviting business owners and investors to combine or deal in business with them. It gives companies or businesses who have registered with ISO 9000 accreditation secure their finances with other businesses. Aside from all this advantages towards companies who seek ISO 9000 accreditation there are also disadvantages to this documentation. One of them would be its very expensive to organisations who seek the ISO 9000 accreditation.Some companies who fully be able continuously pay the funds to register their companies especially companies that are not large. The steps to register your business or company are very expensive and so many companies might be able to afford it. Apart from the business being expensive another disadvantage is the amount or period the process takes to register. The process usually takes many months or over a year to complete the registration and all the necessary documentation it needs to finally complete it.This might make business fed up due to amo unt of time it’s taken them to achieve this documentation and the amount of time they have put in order to complete it to the final audit. Aside from it also being expensive there’s a lot of paper work and documentation involved in registering with the ISO 9000 accreditation and this paper work take a lot of the company time. This makes the business focus on the paper work rather than being able to balance the paper work or other business matters the company needs to adhere.Some companies might get carried away with the documentation forgetting they need to attend to other business matter and this might make them lose important business running. Total Quality Management (TQM) Naturally this subheading â€Å"Finding Number 3† would actually be changed to describe the third research finding. Then you would describe what you found and be sure to include quotes or paraphrases from your research. After each of those references, be sure to include a correct in-text ci tation (APA) format.Keep in mind that this task requires you to reference 8 sources in your paper (and include an accompanying Reference page). If you have more than 3 main points, please feel free to add them. Follow the same format for consistency. Analysis: After you describe your research finding and include references, please offer your analysis of the information here. By beginning the paragraph with a bolded word, it will be much more apparent to the Evaluator that this is where they will find your analysis of the information rather than it appearing as if it is part of the research summary.Recommendations This will be the last section of the body of your paper in which you will provide your audience (your company’s management) with your recommendations for action. Again, you could begin by replacing this text with an appropriate introduction. The discussion here should also justify the logic used to arrive at the particular recommendations. For example: Recommendation : This would be your first recommendation. You could bold it as I have here.Then you should explain or describe the recommendation more fully as well as why you feel this will be beneficial to the company. You will then follow this same format for the remaining recommendations. You must have at least three recommendations for the company. Conclusion Task instruction: Prepare a business report based on your research findings that includes a conclusion that will: a. Emphasize the importance of the three research findings; b. Summarize the benefits of your recommendations. . This task can generally be done in 1-2 paragraphs.

Executive Derailment: The “Dark Side” of Management Essay

According to Lambardo & McCauley (1988), the term derail is when a manager who has the ability and is expected to go higher in an organization is instead fired, demoted, or plateaued below the expected levels of achievement. Derailment is a metaphor for a train coming off its tracks. Shockingly, between 30-50% of high-potential managers and executives derail during their business career. There are shocking similarities between a successful individual’s career and that of one headed towards derailment, so this paper will help us have a better understanding of the derailment process, the signs that it is hitting an individual, and how it can be prevented. There are clear indicators and patterns in a person’s career that point towards this downward spiral called derailment; however, their career starts our very similar to that of a successful person. The individual is usually very bright, holds and outstanding track record, identified early as a â€Å"high potential employee,† personable, ambitious, sacrificial for the organization, has been moved up in authority, and excellent at motivating and organizing. The differences between a successful individual and one headed towards derailment will show up in areas such as track record, interpersonal style, composure, handling of mistakes, and solving problems. For instance, an individual who is intelligent but headed towards derailment may be intellectually arrogant, putting down others whose opinions and ideas may not seem as helpful. Also, they may be a committed and focused person, but they are â€Å"workaholics† and close-minded. Another characteristic is ambition, but the individual may use manipulation to reach their goals. Sometimes, when an individual seems to have so much potential for the company, it is easy to overlook their potential faults. â€Å"These derailers are often noted in advance, but frequently overlooked or forgiven because of the individual’s high potential or because their strengths were highly value.† Denton et. al. (2006). So what does the process of derailment look like in an individual’s career? First, we see an early strength in that individual’s career become a weakness. For example, someone who is driven, focused and experienced may begin to become rigid, narrow-minded and a workaholic. Secondly, often times a deficiency is overlooked during the individual’s time in lower levels of hierarchy eventually begins to become a problem. These flaws may be discovered through different factors. The individual may suddenly have a clash with someone in authority above them, or there may be a boss covering for the individual’s faults who is replaced. Usually problems arise and people are offended, causing an unwanted tension in the workplace, and giving light to the individual’s issue. Third, the individual may suddenly be exposed to extreme and unexpected challenges that they cannot handle. Finally, the success of the individual’s career and potentially a promotion may go to their head, causing an arrogant, disconnected attitude. Around 42% of executive derailment is a result of unethical or fraudulent behavior, 17% is caused by excessive aggression, 14% is caused by poor decision-making skills, 11% by error in judgment , another 11% caused by unreliable and deceptive communications, and a random 5% is caused by other miscellaneous reasons. How do these derailment situations affect the company? First of all, business goals are not met, affecting company morale and decreasing productivity. There are also many expenses put on the company, from recruitment costs, wasted salary, relocation expenses, and replacement costs, derailment not only affects the individual, but also the company. At a lower level of employment, an individual’s derailing characteristics will only affect their immediate organization of function; however, in upper leadership levels, they affect the entire organization and almost everyone involved. It is important to fix a derailment problem in an organization, before it affects the entire company in a negative way. An organization must not be willing to tolerate derailing behaviors, and the executive has to believe that this is the case presently taking place in the company. Most often, there are two options for preventing a derailing situation. First, a company can try to prevent derailment in its early stages. This involves being aware of the characteristics and causes and implementing an early warning system. This system should include feedback, coaching, developmental assignments, exposure to role models and mentors, coursework, and leadership challenges. Another key prevention method is to provide support during major changes in a company and an individual’s part in the organization. A rigorous interview and hiring process should help employers understand individuals and if they have the potential to derail. Also, a company should promote accountability throughout the entire organization in order keep people in constant communication and available to talk. Executive derailment can be seen throughout the business world, in many stories of individuals and executives in companies. Many of these individuals started out extremely successful, but soon found themselves completely self-destructing. This past spring, the chief financial officer of my hometown was arrested and found to have stolen over 53 million dollars from our city over the course of 15-20 years. The city was enraged. This woman was in total power and authority, but she had no one holding her accountable or checking in on her. It was an expensive mistake for our city. Executive derailment affects everyone in a negative way, so it is important to take the necessary steps to prevent derailment in early stages, or completely avoid it in the first place.

Introduction to the Concept of Holistic Marketing Essay

The shortest definition of Marketing Management is â€Å"Meeting Needs Profitably†. Whose Needs ? – The needs of the people, or the customers or consumers, Who is trying to meet ? – The Producer, Marketer or the Company, What is the Objective ? – With profit to the company, & satisfaction to the customers. What Is Marketed Marketing people are involved in marketing the following 10 types of entities – Goods – Physical products, consumer products, consumer durables Services – Transport, repair & maintenance, legal, financial, consultancy, hotel, specialised skills Events – Trade shows, sports, world cups, vintage car rally, fashion shows, artistic performance Experiences – Theatres, opera, Disney-world, trekking, ocean cruise, cinema, music concerts Persons – Celebrity marketing, film stars, politicians, artists, performers, advertisers Places – Cities, states, countries for tourism, leisure & place for industrialisation & business Properties – Ownership of tangible properties like real estate, house, apartment, farm house, precious metals and intangible properties like financial portfolio of various securities Organisations – Building up identity, image, reputation, and value in the minds of consumers Information – It can be produced , packaged & marketed as a product – text books, encyclopaedias, magazines & journals on literature, science, technology, medicine info, available thru internet Ideas – The concept regarding a utility, business opportunity, advertising / marketing ideas, scientific & technical, social, financial, psychological etc. Marketing Concepts The Marketing concepts under which organisations have conducted marketing activities include : Exchange Concept – Exchange of goods and services between two agencies called buyer and seller, or exchange of goods and services for money or barter system. Production Concept – Widely available and inexpensive, high production efficiency Product Concept – Quality, performance, utility, innovative features etc. Selling Concept – Aggressive selling and promotion effort. â€Å"The purpose of marketing is to sell more stuff to more people more often for more money in order to make more profit†. Marketing Concept – â€Å"Products/Production† oriented concept ( make & sell ) has changed to â€Å"Consumer† oriented concept ( sense & respond ). Instead of â€Å"hunting† marketing is gardening†. The job is not to find the right customer for the products, but the right products for the customers. The perceptive contrast between the selling and marketing concepts – selling focuses on the needs of the seller, marketing on the needs of the buyer. Holistic Marketing Concept – Marketers in the current age are increasingly recognising the need to have a more complete & cohesive approach that goes beyond traditional application of marketing concepts. This concept is based on the development, design and implementation of marketing programs, processes and activities that recognise their breadth and inter-dependencies. Holistic Marketing recognises that â€Å"everything matters† with marketing – and that a broad integrated perspective is often necessary. The important components are : Integrated Marketing, Internal Marketing, Relationship Marketing, Social Responsibility Marketing. We shall discus each one of these in the following. Trends In Marketing Practices The marketplace is not the same as it used to be. It is rapidly changing as a result of major, sometimes interlinking societal forces that have created new behaviours, new opportunities & new challenges, such as : Globalisation, Deregulation, Privatisation, Technological Advances, The Internet Revolution, Customer Empowerment, Customisation, Market Fragmentation, Hightened Competition, Retail Transformation, etc. In response to this rapidly changing environments companies have restructured their business & marketing practices in some of the following ways : Reengineering : Appointing teams to manage customer-value-building processes & break down walls between departments. Outsourcing : Greater willingness to buy more goods & services from outside domestic or foreign vendors. Benchmarking : Studying â€Å"best practice companies† to improve performance. Supplier Partnering : Increased partnering with fewer but better value-adding suppliers. Customer Partnering : Working more closely with customers to add value to their operation. Merging : Acquiring or merging with firms in the same or complementary industries to gain economy of scale & scope. Globalising : Increased effort to â€Å"Think Global & Act Local†. Flattening : Reducing the number of organisational levels to get closer to the customers. Focusing : Determining the most profitable business & customers & focusing on them. Accelerating :Designing the organisation & setting up processes to respond more quickly to changes in the environment. Empowering : Encouraging & empowering personnel to produce more ideas & take more initiative. Accordingly the role of marketing organisation is also changing. Traditionally, the marketers have played the role of middlemen between the customers & the various functional areas of the organisation. In a networked enterprise, every functional area can interact directly with customers. Thus marketing needs to integrate all the customer-facing processes so that customers a single face (Integrated Marketing) & hear a single voice (Integrated Marketing Communications) when they interact with the company. Integrated Marketing One of the major tasks of marketers is to â€Å"integrate† all the marketing activities & programmes like â€Å"creating†, â€Å"communicating† & â€Å"delivering† value to the customers. The Famous Marketing Mix – the Four Ps, as devised by McCarthy constitute the traditional marketing activities in four broad groups as given below in details : Products – Design, Features, Brand Name, Models, Style, Appearance, Quality, Warranty, Package (design, type, material, size, appearance & labelling), Service ( pre-sale, after sale, service standards, service charges), Returns. Price – Pricing Policies, List Price, Margins, Discounts, Rebates, Terms of Delivery, Payment Terms, Credit Terms, Instalment Purchase Facility, Resale Price, Maintenance prices. Place – Channels of Distribution ( channel design, types of intermediaries, location of outlets, channel remuneration, dealer-principle relation, etc.), Physical Distribution (transportation, warehousing, inventory levels, order processing, etc.) Promotion – Personal Selling, Selling Expertise, Size of Sales Force, Quality of Sales Force, and Marketing Communications – Advertising (media-mix, media vehicles, and programmes), sales promotions, publicity & public relations, direct & interactive marketing). Now, these traditional concepts of Four Ps represent the sellers’ view of the marketing tools available to influence buyers. In holistic marketing one has to see also the buyers’ point of view, where each of these tools will deliver the customers’ benefit or value. Robert Lauterborn suggested the buyers’ Four Cs as follows : Product = Customer Solution, Price = Customer Cost, Place = Convenience, Promotion = Communication Thus the successful companies are those who can meet (1) customer needs (2) economically, (3) conveniently & (4) with effective communication. Two broad concepts of integrated marketing are as follows : Several different marketing activities are used to create, communicate & deliver customer value, All marketing activities coordinated to maximise their joint efforts. Or in other words, the design & implementation of one activity is done with all other activities in mind. The business of running a successful organisation is to integrate the system for management of demand, resources & network. Integrated marketing communication is a case in point. Internal Marketing Internal marketing ensures that everyone in the organisation adopts appropriate marketing principles and the top management should see it happen. This is the management task of hiring, training & motivating the employees to serve the customers well. Smart & successful companies understand that there is as much activity outside the company as inside. For it makes no sense to promise excellent services before the company’s service staff is ready to provide. Internal marketing must happen in two levels as follows : At the first level, all the marketing functions like, sales force, market research, customer service, product management, advertising, etc. must go together, i.e., all the personnel should work in tandem or unison for common goal. At the second level, â€Å"marketing† must be embraced by other departments for a common goal of the organisation. All the relevant functional departments like Finance, HR, Operations, Logistics, Systems, etc. must coordinate each other to have a marketing orientation. Only trying to meet individual department’s target & norms and not supporting the marketing objectives will take the company nowhere. One has to bear in mind that it’s marketing that earns revenue. Internal marketing requires that everyone in the organisation buy into the concepts & goals of marketing, and engage themselves in selecting, creating, communicating & delivering customer value. Only when all the employees realise that their jobs are to create, serve & satisfy the customers does the company become an effective marketer. Relationship Marketing The development of deep, enduring relationships with all the people or firms involved directly or indirectly in the firm’s marketing activities is appearing as a key goal; of marketing. This is the concept of Relationship marketing – it aims at building mutually satisfying long-term relationships with key parties like customers, financiers, suppliers, distributors & of course the stakeholders, in order to earn & retain their business. It also builds strong economic, technical & social binding amongst the parties. There are four key constituents of marketing are : Customers Employees Marketing Partners : Channels, Suppliers, Distributors, Dealers, Retailers, Agencies, etc. Financial Community : Shareholders, Stakeholders, Financiers, Investors, Analysts, etc. Another key constituent is the Society : well-wishers, scientists, professors, environmentalists. The ultimate goal of relationship marketing is the building of a unique company asset called a marketing network, which consists of the company & its supporting stakeholders as listed above with whom it has built manual profit relationships. Interestingly, today, the competition is not between companies as such, but between the carefully built marketing networks – whoever has a better network wins. So the principle is simple – build an effective network, & the profits will follow. But the practice is not so. The development & building of a strong relationship requires a deep understanding of the capabilities & resources of different groups as well as their needs, goals & desires. Relationship marketing involves the right kind of relationships with right constituent groups, like Customer Relationship Management (CRM) with customers, Partner Relationship Management (PRM) with other partners. Since these being separate subjects themselves, are beyond the scope of this article. Social Responsibility Marketing Holistic marketing incorporates social responsibility marketing. This involves broader concerns of the society at large, like social, legal, ethical & environmental in the context of marketing activities. Companies operate in a society, and so do their customers and hence they should never forget its contribution to the company. It requires that marketers carefully consider the role they are playing in terms of social welfare. Companies need to evaluate whether they are truly practicing ethical & socially responsible marketing. Several factors are driving the companies to practice higher level of corporate social responsibility, such as : Rising customer expectations, Changing employees expectations, Govt. Legislation & pressure, Investor interest in social criteria, Changing business procurement criteria. Business success and continually satisfying the customers & other stakeholders are closely linked to adoption & implementation of high standard of business & marketing conduct. The most admired companies in the world adhere to a code of serving people’s interests, not only there own. The following are the most important factors of socially responsible marketing : Legal Behaviour : Companies operate within the law of the land, and they must impart the employees with adequate knowledge of law & how to practice them. We have Govt. laws, Society laws, and the organisations must ensure the employees know & observe relevant law, and restrain themselves from practicing illegal, antisocial, corruptive, anticompetitive practices. Ethical Behaviour : Companies must evolve & adopt a properly written code of conduct based on the social & cultural ethics, decency, tradition & legal practices, and ensure that all concerned are responsible in observing these guidelines. Today customers are well aware of the social, cultural, ecological & environmental affairs in their day-to-day lives. Social Responsibility Behaviour : As said above, the customers also want to know what the firm’s contribution to the society is, or what the company’s social conscience is while dealing with customers & the stakeholders. Cause Related Marketing : Contribution to the society can be enormous, and hence companies choose a particular area of society for a particular cause. The examples are : Health awareness – Heart Diseases, AIDS, Cancer, Diabetic, Obesity, Old age, etc. Running children’s home, old age home, rehabilitation centre, women’s home, etc. Infrastructure – rural housing, hospitals, preserving archaeological places, maintaining roads & parks, homes for endangered species; Educational scholarship for the poor & needy, higher education facility, Institutes; Treatment for destitute, food for the starving; Information legal & technical help during the hour of need; Volunteerism & Philanthropy. The list can be endless. Reputed companies even have their own charitable trusts, and also have special cause related marketing plans. Cause-related marketing is the concept where the specific cause is directly or indirectly linked to the particular revenue transaction. The company has at least one non-economic social objective and uses the revenue generated from the designated sales. This concept is also known as Corporate Societal Marketing (CSM). The CSM can include other activities like traditional & strategic philanthropy & volunteerism. Social Marketing : Some marketing is conducted to directly address a social problem or cause. Social marketing is done mainly by NGOs, Non-Profit or Govt. organisations to further a cause, such as â€Å"No smoking†, â€Å"Say NO to Drugs†, etc. The Holistic Marketing Matrix Integrated Marketing – Products & Services, Communications, Channels Internal Marketing – Top Management, Marketing Department, Other Department Relatioship Marketing – Customers, Partners, Channels Social Responsibitity Marketing – Community, Legal, Ethics, Environment The Future of Marketing   The top management is slowly recognising that the marketing in the older method is getting wasteful and is demanding more accountability. There are a number of imperatives (must do) to achieve marketing excellence, as presented below : Marketers must – be â€Å"Holistic† and not in bits & parts, i.e., not sectional or departmental. achieve larger influence in the company if they are to be the main architect of business strategies. continuously create new ideas if the company is to prosper in a hyper-competitive economy. strive for customer insight & treat customers differently, but appropriately. build their brands thru performance, more than thru promotion. go electronic & win thru building superior information & communication systems. In these ways, modern marketing will continue to evolve & confront new challenges & opportunities. As a result, the coming years will see the demise of – – – & the rise of : The Demise of The Rise of The marketing department Holistic marketing Free-spending marketing ROI (return on investment) marketing Marketing intuition Marketing science Manual marketing Automated marketing Mass marketing Precision marketing To become truly holistic in marketing & achieve these changes, what the marketers need are a new set of skills, competencies in the following areas of expertise. Customer Relationship management Partner Relationship management Database Marketing & Data-mining Contact Centre Marketing & Telemarketing Public Relation Marketing including Event & Sponsorship Marketing Brand-building & Brand-asset Management Integrated Marketing Communications Profitability Analysis by Segment, Customer, Channel Experiential Marketing Conclusion The Nineteenth century American author Ralph Waldo Emerson had said, â€Å"This time like all times is a good one, if we but know what to do with it†. Thus, the exciting time for marketing has arrived now. And also, in the relentless pursuit of marketing superiority & dominance, new concepts, rules, tools & practices are ever emerging. There are a number of benefits of successful twenty-first-century marketing. All we need are hard work, insight, right application of mind & tools, inspiration, perseverance & of course a willingness to achieve greater heights.

Statement of Research Gaps Essay Example | Topics and Well Written Essays - 750 words

Statement of Research Gaps - Essay Example Researchers sought to advise legislators but other scholars argued that the effort to redirect the leaders were futile as legislators ignored results that they attained. Researchers have conducted more over the years to determine its successes, if any and its failures. Some have even gone further to give possible recommendations for making the Act better so that it can avail students with adequate education for which it was to avail in the first place. However, further research is needed in some specific areas as some of the issues do not have enough insight whereas others leave readers with unanswered questions. NCLB does not support public schools only. The statute also supports independent charter schools in their growth through funding some children programs in privately owned schools as well as protecting home schooling parents. However, no studies analyze the effects of the Act on the performance of children in privately owned schools or the home schooled children. This is one gap in the studies conducted on the No Child Left Behind Act. All the researchers have for sometime have sought answers regarding how the Act can be improved or restructured. However, no researcher has conducted a study to find the cause of the problems at the ground. This is because researches so far conducted for sometime not contend the curriculum has dwindled to the extent of cheating turning to be extremely extensive besides help granted to schools being minimal. Simply restructuring the Act cannot solve all this, which is another gap characterizing NCLB. Most studies proved NCLB renders some beneficial elements for improving its worthiness in terms of learning in schools. A notable benefit embrace both teachers as well as administrators can adequately appraise critical gaps in performance amid groups of students. However, it was evident that researchers have conducted studies on children from different economic backgrounds and

Separation of powers and checks and balances AND bill become law Essay

Separation of powers and checks and balances AND bill become law - Essay Example Each of these branches of government holds different powers. Another prominent aspect of this government structure is the system of checks and balances. In these regards, the system of checks and balances is such that each of the branches of government is structured to check and balance the powers of the opposing branches. There are a variety of instances in which this system of checks and balances work. In terms of the legislative branch, this function of government checks the executive branch through its ability to enact impeachment proceedings against the President; the legislative branch also oversees the judicial branch as it has the ability to oversee judges for committing crimes or unethical actions (Douglas). In terms of the executive branch, the President holds veto power over bills based in the House and the Senate (Douglas). Finally, the judicial branch oversees the legislative branch through its ability to interpret laws passed by this branch of government (Douglas). A fundamental aspect of the American government is its fluid ability to pass and amend laws. The Constitution established the process where a bill becomes a law. The overarching process where a bill becomes a law occurs as a bill is brought to the House of Representatives ("U.S. Constitution") . The Congress must agree on the law and pass it with majority approval. After the bill passes through Congress it is sent to the Senate where it also must be approved. After the bill passes the Senate it is then sent to the President. The President must sign the bill into law. If the President doesn’t support the bill he has a veto power. If the President decides to veto the bill, then it returns to Congress. Congress then has the option to override the veto if they are able to attain 2/3rds-voting support for the measure. This is referred to as overriding a veto ("U.S. Constitution"). In addition to this overarching process of passing a bill into

Ethics in Negotiation Essay Example | Topics and Well Written Essays - 500 words

Ethics in Negotiation - Essay Example It is usually an ‘anything that sells’ approach that is adopted by such sellers. Sellers tend to arbitrarily decide on prices since merchandise is acquired from a plethora of sources with no objective means of deciding on price (Kugel, 2013). They thus pitch a price according to the profile of the customer who visits, based on personal discernments about their willingness and ability to pay for the items. Most customers are however aware of this fact, and the more affluent ones quickly reject the initial price as it borders on exploitation. Hence, bargaining becomes necessary to avoid being taken advantage of by crafty retailers practicing price discrimination to maximize profits. With stalls set up very close to one another, a customer can look through the catalog of a number of vendors whilst standing in one of them. He can thus be aware of the quality of items offered by other vendors, which if greater, can be used as leverage against the current one. Vendors are typically reluctant to let go of customers once they start negotiations, and threats about opting to visit other stalls are extremely effective in getting them to reduce their asking price. They are aware that customers benefit from choice and selection, and if they do not comply with their reasonable wishes, another vendor will. A major factor behind the existence and prevalence of bargaining in flea markets is that of information asymmetry. In a normal market, a customer is aware about the details of merchandise such as the manufacturer, area of production, quality etc. This is not the case with flea markets, where customers are aware that they may be getting anything from a good quality reject of a top notch brand to a used up, ready for scrap item. Sellers in most cases know more about the products origins etc., and can thus often fool customers in believing that the product may be of higher quality than what

Plato's Arguments for Rationalism Essay Example | Topics and Well Written Essays - 1000 words

Plato's Arguments for Rationalism - Essay Example Plato’s arguments can be summarised in the following contest: a) Justification is simply by reason instead of senses. This means that there is need to move away from that world of cave that is explored by our sensory experience and move outside the cave to discover the world of forms by means of reason. b) Objects of knowledge such as forms are necessary, unchanging and external. Therefore, we are looking for the permanent order which underlies the flux. c) The most basic and important knowledge is priori that means that it does not rely on sensory information. Thus this is true knowledge of goodness, of mathematics, of justice and many others. d) Mathematics is simply like a model for the entire knowledge process. This implies that the easiest way that an individual can think of forms is by thinking of mathematical objects being the perfect circle.The theory of form is regarded to as one of Plato’s most powerful theory. It proposes that on top of the physical world tha t we sense in our midst, there is also another realm based on reality. This kind of realm is intelligible instead of being an observable sphere in existence; it is made up of absolute, unchanging, external, perfect forms that define that which exists imperfectly and fleetingly in our world of senses. The forms therefore provide knowledge regarding the objective truth. The theory of forms assists Plato’s epistemological theories in a number of ways.Epistemological theories are based on the account of what is meant by knowledge.

Maritime and Port Security Initiatives by Federal Agencies Research Paper

Maritime and Port Security Initiatives by Federal Agencies - Research Paper Example With the rise in terror threats, containers ships have become the area of security scrutiny as security agents view them as vulnerable to terrorist attacks and activities. Annually, seaports in the US host at least nine million marine containers hence provoking the need for them to undergo intense security checks so as avert terrorist infiltration. In order to raise security standards within ports, Congress passed into law the Maritime Transportation Security Act of 2002 that has come into scrutiny over its relevance and impact in serving this purpose. With this background information, this essay will delve on the Maritime and seaport security initiatives as applied by federal agencies, either in the US or by agencies across its international borders. Ideally, most of the cargo handling in the US is through major cargo hubs because of the quality of infrastructure available hence creating traffic for these hubs by cargo shipping firms. Further, the handling of energy related products is by certain ports while the US also has over one thousand harbors spread across its coastline. Other than US owned and crewed ships, foreign ships also call at this nation’s ports, which has been instrumental in influencing trading relations with other trading partners. The trading also spreads to cargo containers, which is one of the areas that attracted the concerns of both state and federal security agents to be keen on securing this area of commerce. In essence, a large container has a high load capacity and can safely ferry more than three thousand containers while offloading some of them at different ports. Mostly, these containers transport consumer goods that may include clothing, toys, shoes, electronic devices, automobile spare parts, among a list of other goods which characterizes the imports on containers. On the other hand, the containerized

MEDICAL NEGLIGENCE Essay Example | Topics and Well Written Essays - 1000 words

MEDICAL NEGLIGENCE - Essay Example Nurse Rachett is an experienced intensive care nurse, therefore any decision she makes concerning the treatment offered in the intensive care unit is justified. However, Nurse Rachett is not a surgeon and could not make any decision concerning the operation and the breathing device without consultation from Dr. Kildare was not appropriate. The attempt to clear the breathing device while she was supposed to summon Dr. Kildare as directed is a medical negligence because Rameez ended up dead. Therefore there is a medical negligence on the part of Nurse Rachett. Rameez was forced through emergency to have surgery performed by Dr. Kildare; however, Rameez could expect the specialist surgeon’s degree of skill because Dr. Kildare was a specialist. In the intensive care, Nurse Rachett is mentioned as an experienced intensive care nurse; therefore Rameez expected and deserved an expert service. Rameez died out of the negligence of Nurse Rachett because she failed to summon Dr. Kildare, may be Rameez would have recovered if Dr. Kildare was summoned to clear the breathing device. Just like the motorists owe a duty of reasonable care to other road users, Lister N.H.S. hospital and its medical staff also owe to Rameez duty to care for his well being and safety. Breach of such duty may result into claims for succeeding damages. However, a difference exists between these two parties is that while majority of people, as a matter of common sense can decide on circumstances where motorists ride carelessly, most of medical treatments entail highly technical and specialized skills. For instance, the insertion of breathing device and decision to carry out an operation on Rameez required specialized and technical skills. If executors of Rameez decide to file a suit, then according to Tom (2005), a court of law will have to get more evidence from other medical specialists on the usual safeguards and correct procedures observed in specific medical treatments before making any d ecision on the damage caused as a result of negligence. Lister N.H.S. hospital was responsible for protecting Rameez from harm and to offer acceptable level of care. As Rameez’s executors, they are entitled to file a complaint if Rameez never received reasonable care and standards as this amounts to breach of duty of care owed to Rameez. Whenever there is breach to this duty of care, a medical negligence is usually committed by health professional. Doctors are responsible for ensuring that patient understands all risks associated with treatments so as they can provide an informed consent. Failure of which there is claim for medical negligence can be pursued. The case of Rameez amounts to medical negligence because Nurse Rachett failed to summon Dr. Kildare and hence did not provide reasonable care to Rameez which resulted into his death. According to Tom (2005), in order to claim this negligence in the part of a health professional (Dr. Kildare and Nurse Rachett), the plainti ff (Rameez) and his executors must prove the following: That duty to care was owed to the patient: legal duty for care exists any time health care provider or hospital takes care of the patient’s treatment. That duty to care was breached: the health professional failed to conform to and/ or provide acceptable standards of care That breach of duty for care caused harm or injury to the patient: the breach of duty for care is the proximate cause of injury or harm suffered by the patient That patient actually suffered a loss or damage: without

The Constitution Thesis Example | Topics and Well Written Essays - 1750 words

The Constitution - Thesis Example He further contends that many were disenfranchised and discriminated by the common law and thus were not represented in the Convention during its drafting which included countless adult males. In addition, most of the states at that time imposed property qualifications on the voters and consequently barred non-taxpayers. As most of the members of the conventions were lawyers and representatives of personalty, these individuals were 1'directly and personally interested in the outcome of their labors' and would economically benefit from the passage of the Constitution (Beard 59). Furthermore, Beard asserts that since these men were mostly merchants, shippers, bankers, speculators, and private and public securities holders, the Constitution was not crafted by 'the whole people.' Beard's assertions remained undisputed until 1956 when Robert Brown's critique titled Charles Beard and the Constitution: A Critical Analysis of An Economic Interpretation of the Constitution dispels and attacks Beard's thesis and conclusions for their lack of merit. Brown, attacking Beard's objectivity, argues that Beard failed to collect compelling data and evidence to support his contentions. In his critique, Brown scrutinizes the support for the Constitution among diverse economic and social divisions, the democratic character of the country, and the franchise within the states in eighteenth-century America. He holds that Beard was misguided and further added that, eighteenth-century America was democratic, the franchise was common, and there was extensive backing for the Constitution, alleging that his evidence contradicts Beard's arguments about the lack of democracy and the insubstantial support for the Constitution. According to Brown, since the Founding Fathers upheld the F ederal voting system done by indirect representation, the ratification of the Constitution was a democratic process and everyone's interests were aptly represented. Brown further argues that the constitution was not merely an economic document in which property was protected but it also stressed safeguards to life and liberty. This protection of property, Brown adds, is also essential to the protection of the individual and liberty. A close scrutiny of the US Constitution is necessary in order to resolve this conflict as the issue has its precedence in the Constitution itself. The textbook, 'We The People,' states that the charter 2'attempts to create a government that would be strong to protect commerce and property rights yet weak enough to threaten individual liberty.' The statement strengthens Brown's contentions that the provisions governing the protection of property are significant parts of the constitution. The Constitution also emphasizes that that the framers, 3'feared the call of equality' which could result to equal allotment of property, and consequently violate the freedom of property owners. Although Beard is right with his assertions that the economic interests of the framers and those who represented the public were given utmost importance, the focus on economic interests and rights to property as well as protection of those rights fortified individual freedom. It is also important to note that these economic interpretations of the

The Bells by Allen Poe Essay Example | Topics and Well Written Essays - 750 words

The Bells by Allen Poe - Essay Example The clanging and clamor of the brazen bells showed how the tales of terror have engulfed the world (Poe 23). The groaning and moaning of the iron bells shows how the melancholy menace of the tone has given rise to the world of solemn. In all the stanzas in the poem, the auditory and visual imagery, as well as sound and musical devices, got well incorporated. In the first section, the silver bells get considered as happy bells. The bells give cheerful and vivid sound, and visualization of the night. The rhythm of the silver bells gives rhyming sound and feelings to the poem. This stanza ends with a calm note, which makes a person listen to the cheerful tinkling and jingling of the silver bells. The theme of happiness gets well elaborated in this stanza. Fun and excitement gets well distinction by the bells. The poem also tells us that happiness could not be made by the feelings of joy alone, but it must be combined with peace and harmony (Poe 14). The second section of the poem introd uces another bell, which goes by the name golden bell. The sound of the bells still gives a happy feeling, but without hype in it. Golden bells are usually gold in color, which symbolizes beauty, calmness, and harmony. Here, the symbol faithfulness and love gets well illustrated by the turtle dove. The bells give out harmonious and pleasant sound, which flow voluminously. The theme of happiness gets well recognition in this section as the stanza ends with a cheerful mood (Poe 20). In the third section, the poem takes a turn from cheerful mood to fearful mood. Here, the bells beg for mercy, but the fire gets crazy and out of control. Repetition gets widely used in this stanza. The raging fire symbolizes the scary, crazy, and dark side of life. The bells give out a loud, repeated noise and wild uproar full of terror (Poe 18). The theme of fear gets detailed in this section. The sound of bells brings out the feeling of fear and panic. In this section, the emotions of joy and terror get well intertwined. The nightmare of fear and insanity gets well elaborated in the theme. Iron bells get introduced in the fourth section. Iron is not the most precious metal when compared to brass, gold, and silver. Hence, it symbolizes the degrading curve of happiness. Here, the bells drain terror and fills the air with solemn thought using a single melody. The bells get personified by ringing sound out of their throats. The sound of bells makes everything seem lifeless, passionless and empty (Poe 15). Rolling sound of the bells on the human heart brings out a miserable and unpleasant picture. This section ends with a sad note. The theme of death gets well explained in this stanza. Death is the most vital theme in this poem as it ends in chaos and fears. Symbols got used in the entire poem. Each bell got made from different types of metals. The value of each bell got depreciated as well the mood of the poem changed from happy to sad. Silver is a shiny and precious metal, which gets associated with joyful mood. In the second section, golden bells got used. Gold gets associated with permanence, love and wealth. Hence, the golden bells symbolize happiness, calmness and harmony. The brazen bells created scary atmosphere in the third stanza of the poem. Brass is a tough, hard and less precious metal, when compared to both the silver and gold. Brazen bells symbolize noise, fear and danger. The night also had much influence in the shifts of the moods. The

Compare and contrast mongol rule Essay Example for Free

Compare and contrast mongol rule Essay During the 12th and 13th centuries the Mongols swept across Eurasia and conquered various peoples, including the Persians and Chinese. There are many slmllarltles and differences In the political and economic effects of Mongol rule on the Abbasid Empire In Persia and on the Yuan Dynasty In china. In both regions, the Mongols were relatively tolerant of all religions. However, they differed in that the Mongols allowed Persia to have native administrators but did not allow China to. When the Mongols ruled in Persia and China, they respected all the religions they encountered. In Persia, the Mongols were attracted to Islam and overtime they ssimilated to it. The Mongols were intrigued by Muslim society and by the year 1295, the Persian khanate had converted to Islam. They built mosques throughout the region and returned Islam toa privileged position of Persian society. The Mongols were also tolerant of the other religions in Persia including. Nestorian Christianity, Buddhism and Judaism. In China as well, the Mongols respected all cultural and religious traditions. They began to adopt some of Chinese culture, like ancestor worship. Khubilai Khan even built temples for his predecessors, so he could practice ancestor worship. The Mongols tolerated religions and belief systems such as, Confucianism, Daoism, Buddhism and Christianity. They allowed churches, temples and shrines to be built, because they wanted to maintain a good relationship with the people ot the region. Although the Mongols tolerated Confucianism, they did not allow It to have official support. The Mongols effects on rellglon In Persia and china were quite similar. The Mongols ways of governing In Persia differed from how they governed In China. In Persia, the Mongols ruled using ideas from Persian bureaucracy. They set up many district and appointed provincial governors. The highest government positions were held by Mongols, but Persians were allowed to be government offcers at lower levels. Persians served as state officials, ministers and provincial governors. The Mongols allowed the Persians to govern the ilkhanate because they knew the Persians had a successful government and would be able to maintain order. However, the Mongols required the Persians to deliver tax receipts as a way of limiting Persian power. The Mongols set up government in China very differently than they had in Persia. The Mongols pushed native Chinese people to the bottom of the hierarchy. The Mongols got rid of Civil Service Exams because they thought there was no need for them. They did not make use of Chinese administrative talent; instead they had foreign administrators govern China. The governing staff included Persians, Arabs and some Europeans. The Mongols didnt want Chinese people to rule because all they wanted from China was to generate revenue and have the people be cultivators. The Mongols governed and treated the Chinese and Persian people very differently. The Mongols political and economic control on Persia and China were alike In some ways and unalike in others. The treatment and tolerance of religions in China ere very similar to that In Persia. Yet, the administrative control in Persia differed than the administrative control In China. The Mongols had multiple methods of ruling conquered regions, none 0T wnlcn were very successTul. However, tnrougnout the Mongols rule, they facilitated trade and encouraged long distance communication throughout Eurasia, which led to cultural diffusion that can still be seen today. Additionally, the Mongols support of Islam helped establish its popularity and encouraged its spread, which has contributed to Islam being the fastest growing and second largest religion.

The House of the Baskervilles Gothic Elements

The House of the Baskervilles Gothic Elements The setting in a novel is important because it helps to create a sense of atmosphere. The atmosphere in The Hound of the Baskervilles conforms to the conventions of a detective story which has to have a mysterious and scary feel in order to build up tension or suspense which intrigues and excites the reader. Creating an effective atmosphere within the three main settings in the novel, which include Baker Street, London, Baskerville Hall and the Moor, is necessary to make the story convincing, particularly as Conan Doyle introduces the supernatural element of the curse and the hound. In terms of timing, the novel is initially set in busy Victorian London, with its cars and crowds; however, this is juxtaposed with the moor, which as Watson observes seems wild, melancholy and far from modern life with horses and carts. Indeed he comments on, The melancholy of the moor and the death of an unfortunate pony; the genres within this particular novel are detective and gothic genres, which int eract to create an effective, haunting atmosphere, especially towards the climax of the novel. Time and place are therefore both relevant in the creation of setting and atmosphere. The setting of The Hound of the Baskervilles takes place in the nineteenth century when public hangings were often carried out, especially as Victorian people feared crime; this is one reason why Sherlock Holmes stories became so popular. As a logical, intelligent and intuitive character, Sherlock Holmes would have had great appeal to the audience because he solved many challenging and very cunning crimes. The character Holmes operates fully within the conventions of a detective setting, with the presence of a victim, a crime, a problem, suspect, plot and an alibi. However, at the same time the gothic element of the story is powerful. The Hound of the Baskervilles follows most of the conventions of the gothic genre which include mystery, depression, the supernatural, ancient prophesies, criminals, a damsel in distress and death. The gothic background, with which the Victorian audience would have familiar, is very important in creating a sense of a gloomy, daunting atmosphere. The hound as a supernatural element is used as a device to terrify the reader repeatedly throughout the novel, except of course at the end when the mystery is found to have a logical basis. For this reason I would suggest that the novel is more of a detective story because at the end the Baskerville myth can be easily explained in a scientific way. For example, the vicious hound can be explained by its diet of phosphorus as the detectives comment: Phosphorous, I said, There is no smell which might have interfered with his power of scent. The initial setting takes place in London where Sherlock Holmes and Watsons home is upper class and their lifestyle is sophisticated and glamorous; in the company of Sir Henry and Dr Mortimer, they enjoy a pleasant luncheon after which they retire to a private sitting room in a high quality hotel. This shows the reader that the two men are educated and they have a privileged lifestyle. As they mention the millions of this great city, this sets the scene for the reader that London is a very dense and highly populated area but also rather grand and a centre of civilisation. However, despite this sense of power and control in London, there is also a sense of chaos and an unsettling, unwelcome contrast when there is suddenly a threat, for example the second time Sir Henrys boot is stolen. This sense of threat increases when mysteriously they find one of the missing boots when the hotel room had been carefully inspected beforehand; Sir Henry exclaims; My missing boot! There was certainly no boots in it then. There is the impression that they are being followed, of which Holmes warn Sir Henry Baskerville, the setting in London is effective because it is the place where Holmes and Watson are most comfortable and where they are accustomed to conducting their business affairs; for example: Holmes sat in silence as we drove back to Baker Street, and I knew from his dawn brows and keen face that his mind, like my own, was busy endeavouring to frame some scheme into which all these strange and apparently disconnected episodes could be fitted. The setting in Baker Street is important to create a sense of normality in spite of the mysterious happenings. However, once in the wilderness of the moors, Watson finds that it is more difficult to rationalise and the setting intensifies ones missings. Here we can see that while solving crimes, Sherlock Holmes stays up all night to solve a mystery. We also learn that the relationship between Holmes and Watson is close because they know each others habits. In addition, we also learn that Sherlock Holmes is more independent than Watson. Likewise, in the novel we can interpret that the character, Sherlock Holmes, is intelligent and witty person because he successfully makes predictions: I think, said I, following so far as I could the methods of my companion, that Dr. Mortimer is a successful elderly medical man. This shows the reader that Sherlock Holmes, as an intelligent person and a successful detective in his careerism, is a person whom Watson endeavours to model himself on. We see a comparison between Sherlock Holmes and Watson intelligence because Watson himself makes a good assumption about the thick iron ferulle they indentify: Really, Watson, you excel yourself, said Holmes pushing back his chair and lighting a cigarette. I am bound to say that in all accounts in which you have been so good as to give my own small achievements you have habitually underrated your own abilities. It must be that you are a conductor of light. Some people without possessing genius have a remarkable power of stimulating it. This shows the reader that Holmes is praising Watson because he has made a good hypothesis but later it proves incorrect. This feeling is encapsulated by Holmes quotation, I shall be very glad to have you back safe and sound in Baker Street once more. Thus the Baker Street setting provides the character and the reader a sense of safety which is lost in the moors. On the contrary, Watson then understands that Sherlock Holmess assumption is correct and that his assumption was erroneous: I am afraid, my dear Watson, that most of your conclusions was erroneous. When I said that you stimulated me I meant, to be frank, that in noting your fallacies I was occasionally guided towards the truth. This implies that Watsonss conclusions were wrong and if he had listened to his companion, then he would be guided to the truth. Indeed the moor is described as having a: Grey melancholy hill, with a strange jagged summit, dim and vague in the distance, like some fantastic landscape in a dream. This quotation demonstrates that the setting is very dismal and the use of words melancholy emphasizes the mood of menace, providing a suitable backdrop for a murder novel. The time of year increases the sense of hope passing as: Yellow leaves carpeted the lanes and fluttered. In this description the fluttered leaves pave the way for unpleasantness in Baskerville Hall and could foreshadow the end of the year, and perhaps metaphorically speaking, the end of Sir Henry Baskervilles life given the curse on his family. Watson refers to the grim suggestiveness of the barren waste, the chilling wind and the darkling sky. This sets the scene for something dangerous about to happen and the use of pathetic fallacy prepares the reader for death or a strike of supernatural. Although, the area around the Baskerville Hall is described negatively and the reader will have a grim impression of the area itself: Over the green squares of the fields and the low curve of a wood there rose in the distance a grey, melancholy hill, with a strange jagged summit, dim and vague in the distance, like some fantastic landscape in a dream The use of words, grey and melancholy, creates an effect of the bitter, depressing and sad atmosphere around the Baskerville Hall, leading to a conflict between the human and natural forces. In addition, the use of juxtaposition is effective because, the green squares of the fields sounds pleasant but the view detenorates with the jagged summit, is described as, melancholy, grey and vague. There is therefore a sharp contrast between the settings the moor and London which portrays as being very civilised and pleasant. Conan Doyle portrays Dartmoor as cold and uninviting by contrasting it with the green fields: The beautiful green fields with thick hedges were behind us, and were now on the cold, open moor. This quotation shows the reader that the Dartmoor is a dangerous and mysterious area and the atmosphere in the area is progressively tense and quite dramatic. In addition the moor is described again in a sinister way; this adds to the negative effect: Everything was grey, hard and wild. Huge rough stones stood on the hard ground. The tops of the hill stood sharply like cruel teeth against the sky. This demonstrates that the moor has a very tense atmosphere and the use of similes, the hilltops appearing sharply like cruel teeth, empathises the vicious and evil side of the moor; it also suggests that perhaps, Sir Henry may die due to the hounds vicious teeth. Similarly, the author describes the noises associated with the moor in great detail to create a sense of tension: A long, low moan, indescribably sad, swept over the moor. It filled the whole air, and yet it was impossible to say whence it came. From a dull murmur it swelled into a deep roar, and then sank back into a melancholy, throbbing murmur once again. This shows the reader that the atmosphere around Baskerville Hall is grim and tense; the effect of this is to provide a build up in which murder will take place and make the reader feel scared and intrigued. Sir Henry, the heir to Baskerville Hall, tries to be positive about his inherited property and lights it up: Ill have a row of electric lamps up here inside of six months, and you wont know it again, with a thousand candlepower Swan and Edison right here in front of the hall door, Nonetheless, the sinister setting tends to prevail. However, for once, the hall is portrayed positively rather than being sad and dark. Baskerville Hall is usually described in an oppressive light: A dull light shone through the heavy windows. Black smoke was coming from one of the high chimneys of the main buildings. Arthur Conan Doyle uses the words heavy and black to give the reader an impression that the hall is a place where light or goodness is trapped. When the heir to the Baskerville arrives in Baskerville Hall, he is described as being very eager: à ¢Ã¢â€š ¬Ã‚ ¦Baskerville gave an exclamation of delight, looking eagerly about him and asking countless questions. This use of words delight and eagerly shows the reader that the Sir Henry Baskerville is very enthusiastic to enter Baskerville Hall but it proves to be miserable dwelling. The description of the hall itself is described as mute and sinister since Conan Doyle displays a vicious use of imagery: a dull light shone through heavy mullioned windows The use of the word, mullioned evokes that the light is being imposed by the dullness of the windows. The author Conan Doyle uses a red herring to enhance the gothic tension, an example of this is the butler Barrymore who is described as having a, square black beard and pale distinguished, this refers to the mysterious follower which follows Sir Henry Baskerville. This alerts the reader and the effect of this is that the two detectives Holmes and Watson might in a danger and also the amount of safetyness in the moor is limited and requires courage and braveness to fight against them. When the hound strikes at the Baskerville Hall for the first time, the description of the hound is striking: The huge, black, burning hound ran quickly and silently after Sir Henry. The representation of the hound is very effective in the quotation as the moor itself is surrounded by wilderness; there is conflict between nature and humans, even the trees that are planted by humans are stunted. The idea demonstrates to the reader that nature and humans never work together. The dwellings of the moor are similarly described pessimistic and negative by Sir Arthur Conan Doyle as it says: A bleak Morse land house. The use of the words, bleak emphasizes the desolate and isolation within the moor however, it shows that the moor has few habitants. In conclusion, I believe that the main intention of Sir Arthur Conan Doyle when he wrote the story was to involve the readers of the modern world in a potentially supernatural mystery. It appears to me that he was quite successful in creating a believable story; I almost believed that the hounds were supernatural. I think the idea of serialization in the Victorian times would have been a good idea because it would have helped to add tension. I think the author was successful in creating his story because his character, Sherlock Holmes, was a famous and popular character and still popular in modern times. Even though Sherlock was a fictional character, many Victorians and readers today would find a famous, intuitive character like Sherlock Holmes engrossing.

Patient-Nurse Relationship: Alcohol Dependency Care

Patient-Nurse Relationship: Alcohol Dependency Care Diagnosis J.H was admitted to Unit 9 with a diagnosis of alcohol dependence causing induced mood disorder with depressive features. The diagnostic criteria outlined by the DSM-IV for substance dependence states that three or more of the following impairments must be seen in the patient, a tolerance for the specific substance, withdrawal symptoms if the substance stops being taken, persistent desire or unsuccessful efforts to cut back or control substance use, reduction or even cessation of important social, occupational, or recreational activities, and substance use in spite of knowledge of having a substance abuse problem (Austin Boyd, 2008). The etiology behind substance abuse is still being researched but the evidence suggests that there are both psychological and biological aspects to addictive personalities. It is also evident that substance abuse and dependence can lead to problems in all parts of the biopsychosocial well being. The interaction took place on unit 9 of the QEH hospital on September 24th at approximately 1530 hrs. The client and the student nurse had discussions in the pantry area of the unit as well as in the common area the conversation of focus took place in the common area. Preceding Critical Events The student nurse had met the client once before and had already started the orientation phases of the nurse-client relationship. The client was cleaning the pantry area of the unit while making himself a cup of coffee. This is when the student nurse approached the client and began a conversation which led to the discussion of focus. Phase of the Nurse-Client Relationship During the conversation of focus the student nurse and the client were in the working phase of the nurse-client relationship. They were in this phase because the client was beginning to outline areas of his illness that needed to be worked on in order to recover. Client and Nursing Partnership Goals Client Health Goals Short Term 1.) Client wants to get into an addiction center outside of PEI. The client has already tried the addiction center at Mt. Herberts and feels that the program does not work for him. This goal was identified by asking the client about the various treatments he has used in the past few years and he mentioned his application to a treatment center in Ontario. 2.) Client also wanted to go on a three hour pass that evening in order to complete some errands at his home. This goal was established after I asked the client what his plans were for the rest of the day. Long Term 1.) Client wants to gain control over his alcohol dependence by attending more AA meetings and getting the proper psychiatric treatment including medications and group work. 2.) Client wants to better his relationship with his two daughters but feels that he first needs to get control of his illness. 3.) Client wants to finalize his divorce, at the current time he is legally separated in order to complete the d ivorce the client must speak to his lawyer and finish some paperwork. Nursing Partnership Goals Short Term 1.) Establish a nurse-client relationship by defining boundaries, assuring confidentiality, and explaining the purpose of the relationship. 2.) Provide client with information regarding treatment center in Ontario. 3.) Gain enough trust with the client so that he feels comfortable to discuss his illness and his history with the student nurse. What I Observed Client was in the pantry area of the unit cleaning while making a cup of coffee. He seemed a little anxious and somewhat rushed (it was later observed that this is simply a part of the client personality.) When I entered the room J immediately greeted me saying Hello Greg, Im just making myself a cup of coffee. I like to try and do my part to keep the place clean his tone, volume, and rhythm were all within normal limits and he seemed to be in a pleasant mood. The client then said Oh, I dont clean up that often the other people here are pretty good at cleaning up after themselves I just like to keep busy. After the patient finished making his cup of coffee he moved to a couch in the common area. His mood was still pleasant and he was very talkative. After J was finished he said something that really caught my attention I know I have a problem but I only binge drink, its not like I drink all the time. Pause Well I shouldnt say that because it is bad enough to just binge drink and I ne ed to get better At this point the patient started to ask questions about me such as where I was from, what I thought of the nursing school, and a few other things. The client was now very relaxed in the couch with his feet up on the coffee table drinking his coffee. What I Thought and Felt When the client greeted me so quickly and in such a pleasant tone I felt that the nurse-client relationship was developing very well and that it was time to start the working phase of the relationship. By the way the client talked about his co-patients and the staff I could tell that he was quite comfortable on the unit. I felt that this would be a good time to start a conversation. I thought that now would be a good opportunity to ask J about what brought him to the unit and to explore his diagnosis. I felt a little nervous thinking of what to say I feared that I may be asking something to private this early in the relationship I was surprised at how easily J opened up about his history and I was slowly starting to feel more comfortable with asking questions about his illness. Again I felt that J was being very honest with me and I could sense that he trusted me as a nurse.

Help Remember The 1980s :: essays research papers

You're an '80s child if... 1) Snap bracelets were always getting you in trouble at school. 2) You played with "My Little Ponies". 3) Friendship bracelets were ties that couldn't be broken. 4) You’ve ever read Nancy Drew, The Hardy Boys, The Babysitters Club, or Sweet Valley High. 5) You know all the words to "Ice Ice Baby". 6) You wanted to be The Hulk for Halloween. 7) You had a crush on one of the New Kids on the Block members. 8) You wanted to be on Star Search. 9) You can remember what Michael Jackson looked like before he had Plastic surgery. 10) Heaven forbid you wore one of those T-shirt rings or a scrunchi on one side of your shirt during your youth. 11) You were styling with your French rolled pants. 12) You wore multiple pairs of socks in the middle of the summer just so you could Be "hip" 13) You had puff painted your own shirt at least once. 14) You owned a doll with 'Xavier Roberts' signed on its butt. Cabbage Patch Kids! 15) You knew what Willis was "talkin' 'bout." 16) You know the profound meaning of "Wax on, Wax off" 17) You were upset when She-ra, Princess of Power, and He-Man cancelled. 18) But the commercials in between were for Barbie and the Rockers and you knew all the words to all their songs. 19) You can remember watching Full House and Saved by the Bell for endless hours, back when they were new episodes. 20) You have seen at least 10 episodes of Fraggle Rock. 21) You hold a special place in your heart for "Back to the Future." 22) You know where to go if you "wanna go where everybody knows your name." 23) You wanted to be a Goonie. ("Goonies never say die.") "Yes!" 24) You remember Madonna in her cone stage. 25) You knew "The Artist" when he was humbly called "Prince." 26) You even wore fluorescent-neon clothing... 27) You could break dance, or wished you could. 28) You remember when ATARI was a state of the art video game system. 29) You remember M.C. Hammer. 30) You can still sing the rap to "Fresh Prince of Bel Air". 31) You own any cassettes. 32) You owned a pair of LA Gear, Keds, or Converse tennis shoes. 33) You carried your lunch to school in a Gremlin or an ET lunchbox.

High School Literature :: essays papers

High School Literature The story â€Å"Brownies† by ZZ Packer could be looked at as a work of literature from certain views, but in the opinion of Prose, the author of â€Å" I Know Why the Caged Bird Cannot Read,† I do not believe that this story would be looked at as a work of literature. This story does not seem very â€Å"uplifting† as Prose would want it to be for a high school reader. Although it is a very interesting story and it holds many important messages about our society and culture, it does not hold up to Prose’s standards as a work of literature. Prose believes that we â€Å"have rushed to sacrifice complexity for diversity.† (Prose, 76) This is exactly why I do not think that Prose would choose this story as a something she would want students to read. â€Å"The reader is being squandered on regimens of trash and semi-trash, taught for reasons that have nothing to do with how well the book is written.† (Prose, 76) Prose often talks about how stories that are chosen for our society’s high school curriculum are not complicated enough. The stories read by students are easy to read, and demand very little thought from the reader. Prose uses words such as transformative, complex, powerful, and profound for the books she believes should be used. These words do not describe the story â€Å"Brownies† by ZZ Packer. Although there are many accurate similes and decently used language in the story â€Å"Brownies,† the overall point of the story seems very simple for a high school student to pick up on. I do not think it would engender a feeling of deep thought for students, as Prose would want. The story â€Å"Brownies† seems like it would be easy to analyze. It seems like more of the type of story that would evoke more of a response, which in my opinion would not be greatly valued by Prose. She seems like she would be more interested in having a high school student have to work to analyze a story, than respond about how they felt about a certain piece of writing. Racism is a strong message in the story â€Å"Brownies.† There are two troops of brownies camping in the same area. One of the troops is black girls, and the other is all white girls.

Acceptable Use Policy (AUP) Definition Essay

E-mail All messages composed, sent, received, or stored on the e-mail system are and remain the property of the company. They are not the private property of the employee. Personal e-mail accounts are not to be used on the company’s computer system. The e-mail system is not to be used to send offensive, sexually suggestive, obscene, lewd, demeaning, or disruptive messages. This includes, but is not limited to, messages that are inconsistent with the company’s policies on equal employment opportunity, anti-discrimination, and anti-harassment (including sexual harassment). Moreover, the e-mail system is not to be used to solicit or proselytize for commercial ventures, religious or political causes, or other non job-related solicitations. The Company reserves and intends to exercise the right to review, audit, intercept, access, disclose, and use all messages created, received, or sent over its e-mail system for any purpose. The contents of e-mail may be disclosed and used by the company to protect its rights and/or property without the permission of the employee, in the company’s discretion. The confidentiality of any message should not be assumed. Even when a message is erased, it is still possible to retrieve and read that message. Further, passwords for security do not guarantee confidentiality. All passwords must be disclosed to the company or they are invalid and cannot be used. Employees not involved in maintenance or operation of the company’s e-mail system are not authorized to retrieve or read any e-mail not sent to them. Any exception to this policy requires the approval by senior management of the company. Internet The company’s computer network, including its connection to the Internet, is to be used for business-related purposes. Any unauthorized use of the Internet is strictly prohibited. Unauthorized use includes, but is not limited to, connecting, posting, or downloading pornographic material; engaging in computer â€Å"hacking† and other related activities; attempting to disable or compromise the security of information contained on the company’s computers; or otherwise using the company’s computers in a manner which interferes with their business purpose. Employees should not send highly confidential information through the Internet without encryption. Anything  sent through the Internet passes through a number of different computer systems, all with different levels of security. The confidentiality of messages may be compromised at any point along the way. Because postings placed on the Internet may display the company’s address, make certain before posting information on the Internet that the information reflects the standards and policies of the company. Under no circumstances should information of a confidential, sensitive, or otherwise proprietary nature be placed on the Internet. Information posted or viewed on the Internet may constitute published material. Therefore, reproduction of information posted or otherwise available over the Internet may be done only by express permission of the author. Offensive, sexually suggestive, obscene, lewd, demeaning, or disruptive messages are prohibited. This includes, but is not limited to, messages that are inconsistent with the company’s policies on equal employment opportunity, anti-discrimination, and anti-harassment (including sexual harassment). Use of the company’s e-mail/Internet system from a personal or company-owned computer through company-owned connections are subject to the same policies that apply to use from within company facilities. computers Due to the sensitive nature of computers and the software contained therein, all employees provided with computers may not download, install, alter, or delete any software, programs, and information (i.e., e-mails, spread sheets, databases, Microsoft Word, or other word processing documents) contained on company computers without the express authorization of the company. The company reserves the right to inspect or review its computers and the information contained therein at any time without notice or consent. Any employee who violates the company’s e-mail/Internet/computer usage policy shall be subject to discipline, up to and including employment termination. Reference â€Å"Internet Acceptable Usage Policy Guidelines .† OSA. http://www.osa.state.ms.us/downloads/iupg.pdf (accessed April 17, 2014). â€Å"Table of Contents.† 9781449692438.

Theo 104 Biblical Worldview Essay

Worldview Biblical Essay Theology 104 Ericka Morales Introduction: The term â€Å"image of God† occurs three times in the Bible. In Genesis 1:26-27 and 9:6, we find out that man is created in the image of God. In 2 Cor. 4:4 we see the phrase used in reference to Jesus who is the â€Å"image of God. † There is no exact understanding of what the phrase means, but we can generalize. It would seem that the first two verses refer to God's character and attributes that are reflected in people.The term cannot be a reference to a physical appearance of God since Jesus says in John 4:24 that God is Spirit, and in Luke 24:39 Spirit does not have flesh and bones. Therefore, we can conclude that the image of God deals with humanity's reflection of God in such things as compassion, rationality, love, hatred, fellowship, etc. God exhibits all of these characteristics, as do people. Example 1: A good starting point is to respect others because God said to.For example, we read in the B ible that husbands and wives are to respect their spouse and the wife must respect her husband Ephesians 5:33. Husbands, in the same way are considerate as you live with your wives, and treat them with respect 1 Peter 3:7. The same principle applies to other relationships. Peter wrote that we should show respect to everyone. You can respect your spouse, child, parent, boss or others because of their position. Acknowledge that others have weaknesses. Everyone is imperfect.Be careful not to let their failures erode your respect for their good qualities. Look for things that you can respect. You can find something to respect in anybody if you look hard enough. Respect others as children of God. I work in a retirement community and everyday I interact with residents, families, doctors and nurse’s and my bosses the administrator and executive director and co-workers. I find that by showing respect to every person I come in contact with not only serves God’s plan for me, but my plan for my self.I have a resident who comes into my office several times a day and she does not remember coming in five minute’s before and even though I have work that needs to be completed I stop what I am doing and take the time to show this resident respect and listen. Sometimes it may even be that she doesn’t need my assistance with anything, she just wants a friendly face and a good listener. I hope when I am older a need a friend someone will be there for me as well. I stopped and listened to show respect to my elder and that what she had to say was meaningful and valuable.Example 2: God wants us to have a heart of compassion for others. Compassion involves feeling, but it involves so much more. If we only feel, then we are sympathetic. If our sympathy motivates us to act, then it becomes compassion. True compassion feels and it acts. Notice that compassion begins with feeling. Without feeling, there is no compassion. Feeling is not enough, but it is a plac e to begin. If we do not weep for those who are hurting, how can we minister to them? We must be about the Savior’s preoccupation with people.I believe that if we serve hurting people, encourage those in despair, help those in need, and hurt with those in pain, we will have not only enriched their lives but have done exactly what God would want us to do. People don’t go where the action is; people go where the love is. I have worked in the geriatric nursing field my entire adult life and the most important impact on the lives that I touch is my ability to be compassionate. I find that when a spouse or children lose their mother or father it is the one of the most traumatic times in their lives.Every person handles grief differently so each time I have consoled a spouse or family member it is different. I’ve held there hands, given them a hug, shared God’s word with them, prayed, and in some cases just been a shoulder to cry on. But if can I can be there f or a person in their time of loss and offer compassion and hope and remind them that God is with them, I think it makes a big difference. I have family members and spouses that years down the road have seen in and thanked me for helping them through one of the roughest days of their life.I may not be able to help everyone but the ones I can help I think God would want me too. I have found that by helping others it has created a reward in my life that is immeasurable. Conclusion: Finally, because everyone is made in the image of God, then everyone should be treated with proper respect and honor because they reflect God. Of course, we know that many people are full of evil and hatred and we must guard ourselves and others against them. Still, we are to treat others with respect. During His time on earth, Jesus was the embodiment of God’s compassion.Scripture frequently tells us that Christ was â€Å"moved with compassion† by the suffering of the people Mark 6:34, 8:2. Si mple acts of compassion make a difference in every area of life. When our children run through the house and fall down, they need a hug or a kiss to make everything all right. When a friend finds themselves in a tough situation, a listening ear makes all the difference in the world. When someone is sick, a call or a card can brighten their day. By showing respect and compassion everyday you can enrich your life and the life of others.

Dr Jekyll and Mr Hyde Essay

The famous Dr. Jekyll and Mr Hyde was written by Robert Louis Stevenson and has remained popular ever since its publication in 1886. Robert was born in 1850 and was born in Edinburgh, Scotland. He was brought up a calvalist, however followed the bohemian life style. He married Mrs. Fanny Osbourne in 1880 and supported Priest Dameor who cared for the lepers. Dr Jekyll and Mr Hyde is a rich tale of the duality of mankind and how we are in ‘essence creatures created for good’, however in all of us there is the seed to do bad. The moral of the story is an old biblical one that many Christians recite daily in prayer†¦Ã¢â‚¬â„¢Lead us not into temptation, but deliver us from evil’. This might be one of the reasons Stevenson wrote this book; Jekyll lives a double life of propriety and shame, imprisoned by the moral demands of Victorian society, and so did Stevenson. He too was surrounded by upright, religious and rigid citizens. He was even pressured into studying law at Edinburgh University. This book was written as a horror story. We know this because of the settings and plot. Stevenson wrote the book at the time of many murders in the east of London and the complete ignoring of social values and heartless deeds committed by Mr Hyde are totally in synch with Jack the Ripper and Sherlock Holmes. Mr Hyde represents the exact opposite of what Victorian gentlemen should act and the savageness of his actions is what made the book so scary back then. The story takes place in London during the nineteenth century. The central mood of the novel is one of mystery and terror. Stevenson creates dark settings to create a mood of anticipation and mystery. E.g.’ He was aware of an odd, light’. Mr Hyde only comes out in the dark, foggy night, which subsequently makes the reader suspect mainly sinister intentions and automatically informs the reader that there is an expectation of trouble and something threatening, as the dark brings ominous feelings and terror to the reader. Stevenson changes the weather from regular night to more dark and foggy so that it is almost impossible to see clearly, therefore emphasising the fact through the fog, there is something concealed and surreptitious lurking about which makes the reader feel anxious. Also, he makes the character more evil looking in the dark e.g.’ In the darkness of the night he gave an impression deformity without any namable malformation’. This makes the reader picture a horrific creature that makes them feel defenceless and exposed. Stevenson describes the fog being broken up as a ‘haggard shaft’. This gives the sense of destructiveness and violence. Also the quote ‘swirling wreaths’ gives the sense of death as wreaths is what is placed on-top of a coffin. Finally Stevenson describes the gloomy avenues as ‘mournful re- invasion of darkness’ which gives the sense of decay and obscurity. All these quotes also make the reader feel uneasy and apprehensive. The quotes ‘It seems she was romantically given’ and ‘London from all around very silent’ gives an eerie effect and provides a somewhat peaceful response. These quotes are also examples of emotive language, because they give the reader an emotional response. ‘A certain sinister block’ and ‘tramps slouched’ are both examples of figurative language which gives the reader a precise picture of what is in the setting. The quote ‘tramps slouched’ gives us an unpleasant image of what reality was really like for the poor, making the reader feel uncomfortable as well as sympathetic. As addition to Stevenson using figurative and emotive language, he also uses a wide range of verbs like ‘ragged’ and ‘dingy’ which helps the reader to get a detailed picture of the insecurity and filthiness in which they lived through, and adjectives like ‘ragged children huddled’, which illustrates the fear and torment which even children went through. The quotes ‘low growl of London’ and ‘city in a nightmare’, all give off the impression that the streets of London at the time were grimy, dangerous, dingy and simply terrifying places to live. Also the word ‘growl’, an example of personification, gives a sense that there is a savage, ruthless and a ferocious monster prowling about London. Finally the metaphor, ‘light of some strange conflagration’, gives a reference hell which makes the reader feel uncomfortable. Even though there are many quotes referring to the struggles of Victorian society, there are on the other hand several quotes which describe the other side of Victorian society which was entirely different. For example, ‘bachelor house’, ‘close by the fire’ and ‘gratefully to bed’, all give off a cosy, warm, safe and welcoming impression. So yet again we have another contrast of the rich, warm, safe Victorian residence to the poor, insecure and generally tough Victorian slums. This shows that if you were rich you could use the power whatever way you like, however if you were poor, you were trapped in a world of poverty and in a sense of revulsion. There are three main characters in the novel, Dr Henry Jekyll, Edward Hyde and Mr Utterson. Dr. Henry Jekyll is a prominent middle- aged doctor and throughout the novel he is physically described as both ‘tall’ and ‘handsome’. He is also extremely wealthy and by all who him, he is described as well respected and proper. For example, Stevenson describes Jekyll as a ‘entertainer’ and a person known for ‘charities’ which gives the impression that Jekyll is a warm, pleasant, middle class gentleman. In the book, his voice is only heard in the concluding chapter (Henry Jekyll’s full statement of the case), only after being described through the lens of Utterson, Lanyon, Poole and Enfield. The doctor’s belief that within each Human- being exists two countering forces, good and evil, leads to his experiments to try to separate the two. This however, was not done merely for scientific reasons, but also because he enjoyed escaping the confines of the respectable guise of Dr. Jekyll. The quote which illustrates this is ‘The transformation was succeeded by a sense of joy’. This also suggests that people didn’t know what was right and what was wrong and would do and ask questions later. Also in the book he is described as ‘less distinguished for religion’, which suggests he too questioned Christianity like many other people of his time. For example, Darwin challenged religion as he came up with the theory that we evolved from monkeys which would mean the world wasn’t made is seven days. Edward Hyde is a ‘small’, ‘deformed’, ‘disgusting’ young man (much younger than Dr Jekyll) that is devoid of an apparent profession. Also the quote ‘deformed’ illustrates that some Victorians disliked and rejected disabled people. Stevenson describes Hyde as ‘callous’ and ‘violent’ and ‘a murderous mixture of timidly and boldness’, which gives the impression Hyde is a fierce, ruthless, brutal monster. Despite the many descriptions of the horror that Edward Hyde invokes (by Lanyon, Utterson and Enfield), we are never told in detail precisely why or what features are so disgusting to observers, which emphasises the fact the novel was made in the time where phrenology (judging someone by their appearance) was the key to knowing if someone was good or evil. Hyde is also often compared to animals e.g.’ snarled’, implying that he is not a fully evolved Human- Being. Another factor which suggests he is compared to animals is the fact he only menaces society at night e.g. trampling a girl in the street and murdering Sir Danvers Carew, which relates him to rodents and other nocturnal animals. Finally the quote ‘the man seems hardly human’, illustrates the fact Hyde is not a whole and has something missing†¦. Good. Mr Utterson is the narrator of the book and is described as ‘tall’ and ‘loveable’. He is a middle- aged lawyer plus someone that all the characters confide in throughout the novel. As an old friend of Jekyll, he recognises the changes and strange occurrences that centre around both Jekyll and Hyde. Stevenson describes Utterson as a ‘reliable’ and ‘Modest man’ which suggests he is perhaps the most circumspect and respected character in the book; therefore, it is significant that we view the crimes of Hyde through his observant frame. However, when Utterson discovers Hyde’s body in a red cabinet, instead of reporting it to the police he precedes in reading a letter addressed to him, which suggests he is more interested in his social status than solving the mystery. The quotes ‘his friendship seemed to be founded in a similar catholicity of a good nature’ and ‘his friends were those of his own blood or those who he had seen the longest’, illustrates the fact he is insular, biased and narrow-minded. Knowing this makes the reader question if the story is told accurately and truthfully. The thing I noticed about this novel is that all the women are either victims or maids. E.g. the girl who got trampled on, the maid who witnessed the murder of Sir Danvers Carew and the house maid. This suggests that the middle class Victorian society were very sexist. However, if a Victorian was to read a modern day horror story, they would probably come up with the same conclusion, as the majority of victims in today’s horror stories are women. The strange case of Dr Jekyll and Mr Hyde is typical of the horror genre as it has many factors in which we would expect to see in a horror story today. For example, the story is mainly set at night, there are victims and most importantly the evil character is punished at the end of the novel. Mr Utterson is the narrator of the book and we are told the story through his eyes and told as though it’s true. This contributes to the element of suspense as we only know what Utterson knows. Suspense is also built up as Stevenson writes as if there is a final explanation as to whom the mystery figure is but doesn’t let on and instead lets the suspense build. He occasionally allows a small amount of information out just to whet the appetites and keep up an atmosphere of mystery and confusion. For example, at the end of chapter five (Incident of the letter), Utterson says ‘Henry Jekyll forge for a murderer’. Not only does this make you wonder who the murderer is, but it also makes the reader want to read on. This atmosphere, one of controlled suspense, gradual building up of a sense of horror and destruction is achieved through a slow accumulation of unemotional detail, as this leaves the reader wondering what the characters are like and what they might do . I believe horror stories today do still follow a similar pattern, in the fact people who do bad deeds are usually punished, they are packed with suspense and often include someone trying to solve the mystery or catch the villain or monster, which in our case is Mr Utterson. However, the major difference in more recent examples of the genre is the tendency to locate the monstrous squarely within the normal, rather than presenting it as a threatening creature, such as Mr Hyde and Frankenstein, all made by individuals. Alfred Hitchcock had in fact changed this direction of the horror genre in 1960 with Psycho; the movie not only presented its most frightening moment, the shower murder, it also suggested that horror resides in everyday life rather than in alternative worlds of the supernatural or the gothic. Finally, the recent so called ‘slice and dice’ films, such as Halloween, and ‘living dead’ movies such as the ‘night of the living dead’ are demonstrations of how contemporary special effects technology can depict increasingly gruesome and imaginative dismemberment and mutilation usually at the expense of character, plot and theme. Even though these are all films, we can still see how there is a greater desire for horror stories which are related to everyday occurrences or objects. In Dr Jekyll and Mr Hyde, Robert Louis Stevenson illustrates the devastating effects of meddling with God’s creation and how our negative and evil desires and urges can overtake our original selves until we lose touch of who we once represented. Furthermore, Dr Jekyll’s desire and addiction to temporarily alter his existence results ultimately in his deadly demise. Jekyll and Hyde demonstrates how innocent curiosity about the darker sides of our nature can soon get out of hand and how evil is compulsive and how evil can so easily take control of the good. Stevenson has used Jekyll and Hyde to show that everyone has good and evil inside them. He portrays this very well by using the setting to portray good and evil e.g. dingy street and a grand residence. He also makes a very important point which is relevant today as it was in the nineteenth century. This is that bottled antisocialable behaviour can lead to sudden violent outpourings, such as seen in Hyde’s murder of Sir Danvers Carew. In Victorian society no one questioned God so the idea of something happening which isn’t controlled by God would be unusual. Also electricity had only just been invented so people were quite wary about the things science could do. I think the main theme in the book is duality and how London is split into good and evil, rich and poor, scientific fact and experimenting new ideas. The final point I wish to mention is how they kept secrets. On the outside people were warm and inviting, however inside, people kept intimate secrets, such as dealing with drugs, alcohol and prostitution. I believe this was probably due to the fact there wasn’t much pleasure in this type of life. There are many morals included in Dr Jekyll and Mr Hyde; however there are two main morals which stand out, one straight forward moral and a more complex moral. The straight forward moral is that if you do bad deeds you will be punished and also how addiction can lead to violence and how violence can lead to murder. The more complex moral, however is about the appeal of being Mr Hyde. Because Mr Hyde is described and talked about so much, he is probably the most interesting and exciting character in the book, which turns the straight forward moral on it’s head and makes Hyde the most appealing character in the novel. I believe the relevance of Dr Jekyll and Mr Hyde has changed considerably over the last hundred years. The main difference is that the Victorians saw this book religiously, however now when we read this book we think it’s about personal weakness and how addiction can lead to evil. A Victorian also wouldn’t see the relevance of drugs and alcohol in this book, nor would they understand the relevance of addiction and what effect it has. Some may say that as humans, we wear masks. Not real masks, but masks that cover up our true personality showing our good side around our friends and our bad side around our family. These are great examples of man’s fight in duality; our good side is always competing against our evil side, resulting in our duality, our fight over good verses evil. In this story, Doctor Jekyll is a regular scientist with the same feelings as every other human being; Mr. Hyde is a manifestation of Doctor Jekyll’s evil side and as a result, he is able to commit murder without any guilt. In the end, the evil manifestation won, taking completely over the Doctor’s body. The fight between good and evil is over! Finally, I believe the strange case of Dr Jekyll and Mr. Hyde is about how Dr Jekyll struggles to decide either to do the right thing and be a good citizen, or to do the thing Dr Jekyll desires the most and to be Mr. Hyde which he knows is wrong.