Near death experience Essay

Life is a great surprise I do not see why death should not be an even greater one â€Å"Everyone knows they’re going to die†¦ but nobody believes it. If we did, we would do things differently†¦. There’s a better approach. To know you’re going to die, and to be prepared for it at any time. That’s better. That way you can actually be more involved in your life while you’re living. † (Albom 82). Morrie feels that people refuse to believe that they will come one day die, and therefore, do not lives there lives as fully as they would have liked and also have many regrets as they become older and their death becomes closer. He feels that once we learn and accept that we are one day going to die, we learn to live our fully and without any regrets. Morrie repeats this quote frequently throughout the chapter to emphasize how important and helpful it is to accept death, and what a benefit it would be to living the remainder of our lives. Morrie wants Mitch to see how he able appreciates the smaller, more genuine things in life, knowing that his death is appropriate. Day by Day remind yourself that you are going to die later in life. So live a good a healthy life. Tuesdays with Morrie, author Mitch Albom allows the reader to experience that teaching of his dying professor, Morrie Schwartz. In the novel, Mitch is taught by Morrie once you learn how to die you learned how to live. Dying is a way of life, we was put on this earth for three reasons born, live, and die. The first aspect once life is known to be coming to an end, and the inevitable is accepted life is live moment to moment. No times is wasted on less important things because times become precious. Life is finally given its full value at the sight of death. Another aspect importance of relationships as well, in order to deal with life and death, family is key to providing the care and love needed to pass peacefully and securely. Learning how to live and cope with death also involved knowing how much to grieve for your own demise. The purpose of life is not to live but to die because life is a test where you going to go in the after life. The feeling to living life to the fullest is immediately thrown out knowing that some day an end to these experiences and lessons will inevitably come. Stress can be greatly decreased if a death is accepted; however, coping with death by refusing to believe one will die is psychologically natural. All combined Cancers rank as some of the highest causes of death, with cancer of the lungs as one of the largest. Strokes are also one of the highest in the world, accounting for 100,000+ deaths in the United States. â€Å"We want our lives to have meaning death suggest life adds up to nothing. †(Qtd Mchugh) This quote means we have to live to the fullest never know when your day can come to die. Life is too short to be playing around cant live forever. If you believe in the Bible, the meaning of life is Jesus Christ, because He is the only one that defeated death. To be hard working and serve God. To help out in fixing communities, you should not live only for fun but to help others and enjoy life too. â€Å"So many people walk around with a meaningless life. They seem half-asleep, even when they’re busy doing things they think are important. This is because they’re chasing the wrong things. The way you get meaning into your life is to devote yourself to loving others, devote yourself to your community around you, and devote yourself to creating something that gives you purpose and meaning. †(Albom 43) Mitch recalls this quote, that Morrie had once told him, at the beginning of the novel when he was describing his job and his lifestyle. Mitch was a very busy, career and success oriented sports reporter. He chased money, success, and materialistic things. He recalled that Morrie had once told him how so many people get caught leading a meaningless life; they become too involved in their job, money, and fall under the popular culture dictatorship. Morrie feels that so many people are mislead thinking all of these things are important and they are too busy chasing these things that their life passes right by them. Morrie says that to create meaning in our life, we must love and show compassion for others. This way we create our own meaning of life and do not waste our life chasing false and superficial dreams. Ironically, Mitch lives this exact life of â€Å"chasing the wrong things. Culture allows us to feel us if death is not approaching and distance ourselves from the inevitable to the point that we feel as if we cannot die. Similarities seen with many who have undergone â€Å"near death† experiences due mainly to advanced technology in which a person can be lost but still survive. Despite the recent founding of the term, it has been ascertained that near-death experiences are not at all contemporary occurrences. Neither are they exclusive to certain age, gender, occupation, ethnicity, or religious group. Such spiritual episodes have been in existence from the time of the ancient philosopher Plato who, in his republic, wrote about a B. C. Greek soldier’s brush with death. Portions of near-death elements are scattered in various medieval Christian writing. Mostly â€Å"revitalizing† event as stated by those that undergo it begins to take life with the value it truly possesses. â€Å"With a changed perspective about the importance of relationships compared to mere material gain. † (Qtd Inquiry) This quote explains that relationships is incredibly important, and not material gains, although this quote is stated that material gain is still existent and part of life. Today, with the influx of modern near-death experience accounts in books, journals, television shows, motion pictures and the internet, more and more people are familiar with the phrase â€Å"light at the end of the tunnel,† as the near death experiences of various individuals give humanity a deeper understanding of death and the afterlife. The near-death experience is an inspirational glimpse of a positive spiritual life after physical death. â€Å"Once you learn how to live you learn how to die. †(Albom 82) Throughout this quote, Morrie feels that people refuse to believe that they will one day die, and therefore, do not live there lives as fully as they would have liked and also have many regrets as they become older and their death becomes closer. He feels that once we learn and accept that we are one day going to die, we learn to live our lives fully and without any regrets. Morrie repeats this quotes frequently throughout the chapter to emphasize how important and helpful it is to accept death, and what a benefit it would be to living the remainder of our lives. Morrie also wants Mitch to see how he is able to appreciate the smaller, more genuine things in life, knowing that his death is approaching. Life is finally given its full value at the sight of death. Morrie stressed the importance of relationships as well, stating they are necessary in aiding one’s passage. In order to deal with life and death, family is the key to providing the care and love needed to pass peacefully and securely. Learning how to live and cope with death also involved knowing how much to grieve for your own demise. Death is biologically inevitable, however when it does finally come, it is seen to do so abruptly, even if it involves a terminal illness. Birth and Death are similar in a way because they are greatly important both emotionally and in the continued existence of humanity. They are opposites in a way too cause birth is anticipated and death is avoided. Immediate shock and disbelief followed by full impact of the death and last, the integration of the loss into daily loss. â€Å"Birth meant an invitation to a life of suffering and never ending work, and of the inevitable sickness and death of which there was no escape. † (Qtd Roman) this quote means birth is gift to life and death is like a surprise party and everybody invited because nobody knows when they going to die. People stress the true importance of family with many objects that are not important in their lives. Material possessions, mainly due to our cultural aspects on life, have ruled our notion on how life should be lived. The culture we have does not make people feel good about themselves. And you have to be strong enough to say if the culture doesn’t work, don’t buy it. †(Albom 42) This quote illustrates one of the themes in the novel: popular culture vs. self-created values. Morrie feels that we should reject pop-culture values and develop our own sense of values and culture. Morrie feels that the media creates a culture of greed, violence, and lacking satisfaction. Morrie developed his own culture long before he got sick. He appreciated such things like holding discussion groups, walks with friends and dancing. He read books, founded community projects and kept in touch with old colleagues and students. He never wasted time watching TV; instead he took more time enjoying nature, food, and human activities. Morrie also feels that if we are successful at rejecting pop-culture we will lead more meaningful lives, embrace aging, and live without regret. Many Americans put this aside to the point that the actual realization is far more stressful than it should be. People should stressed the importance of begin involved in day to day life and aiding in one’s community. This can be seen as living life to the fullest and taking in the positive aspects while we still have a chance. People should appreciate the natural surroundings. Simple things more than anything else, suggesting that true importance is left in the smallest of things. The purpose of life is not to live but to die. â€Å"Everyone knows they’re going to die, but nobody believes it. †(Albom 70) Morries’s words on this subject are very in depth in that he had to live the last months of his life with this fact looming over his head. He further revitalizes the sense that in our culture do not understand that death is truly inevitable to all of us. The purpose of life is to choose whom you will be loyal to. Either you will show yourself willing to live under the rule of God of the universe or you will choose to live as a slave to self and to sin. Life is a test we have to pass the right way for a reward in life hereafter. Works Cited Albom, Mitch. Tuesdays with Morrie. New York: Doubleday Publishing Group,Inc. , 1997 â€Å"Death: An Inquiry into Man’s Most Mortal Weakness. † (Online) Available http://library. thinkquest. org/16665/cgi-bin/index. cgi April 22, 2007 Mchugh, Paul R. â€Å"Dying made easy. † Commentary. February 1999:13-17 â€Å"When the rains falls. † Publishers Weekly 29 October 2012.

Uniform of German SS Soldiers

Baggy, and they had high goth like boots except withut the buckles, andthere top had a swastika on one of the sleeves. The German uniforms varied in color and style. By Also on the tunic was Edelweiss Pirates an Iron Eagle Just above the left breast pocket. hey would gather together and act in a manner that they would know would anger the local Nazi leaders. Whereas the Nazi Party required Hitler Youth members to wear a uniform that was semi-military, Edelweiss members wore more bohemian lothing, knowing that it would anger the powers-that-be.They also sang songs that the Nazis had banned and played music that was also banned, such as Jazz and blues tunes. They created areas within a town or city where members of the Hitler Youth were not tolerated. At no stage were they ever a danger to the Nazi regime and for years they were seen as nothing more than a youthful irritant – youths going through that phase in their lives where rebellion (as they perceived it) was the order of t he day. ey also offered a way of life outside of the strangulating Nazi regime.Between 1936 and September 1939, the Nazi authorities saw the Edelweiss Pirates as little more than a small-scale irritant. However, attitudes changed during World War Two when the authorities believed that the Edelweiss Pirates were responsible for collecting British anti-Nazi propaganda leaflets dropped by Bomber Command at the start of the war and posting them through letterboxes. This was seen as being more than Just an irritation; it was classed as blatant subversion.

Communication Climate In the Film “On Golden Pond”

Climate in movies can be developed in a variety of ways, depending on the theme, characters, and genre. The movie On Golden Pond has an award winning cast. Two of the actors are father and daughter in real life, Henry and Jane Fonda. The task of creating a communication climate is centered on an important contemporary theme: the challenges of aging, bonds between male and female, man and child. These topics are all issues that theatre-goers can relate to. The communication climate, thus, becomes a central element story development and creating pace while keeping the viewer’s interest peaked. The film opens with breath-taking view of New England landscape, panning in and out of the quiet, peaceful lake. This reinforces the emotional attitude of the film from the beginning. Enter crotchety old Norman Thayer and soft-spoken, yet affirming wife, Ethel. The film-maker, well-aware of the highly publicized problems revolving around Henry Fonda and his son and daughter, uses this to add impact to the film’s emotional sentiment. Norman and Ethel arrive to their remote vacation home without anyone in sight. Ethel’s hands are full and she cannot open the door. She needs Norman’s help and knocks on the door. â€Å"Someone’s at the door,† says Norman, not even looking up from his book. â€Å"It’s me you old poop,† Ethel says. This brief dialogue speaks volumes about who is the enabler in this marriage. Norman’s age and life-long frustrations are clouding his memory and his ability to keep up with life. Norman expresses his concerns over death in subtle ways. He vents his frustration on loved ones by being irritable, short-tempered, and using quick-witted sarcasm. It’s obvious that sarcasm has been a life-long sentiment in the Thayer household. The sarcasm between Norman and his daughter Chelsea has built walls that have silenced their ability to express true feelings for one another. Thus, Norman uses discomforting messages for the majority of the film. Here’s an example of Norman’s sarcasm regarding his daughter’s new love. â€Å"She’s fallen in love with a dentist,† says Ethel, full of compassion. â€Å"Good God! They’ll be staring at our teeth all the time,† is Norman’s response. The humor of the scene makes its mark while viewers are led to question Norman’s love and respect for his daughter. Does he, on a subconscious level, regret his lifetime of treating Chelsea unfairly? The film, unfortunately, treats the stereotypical grumpy old man with simplicity, never reaching into the heart of the matter. In fact, the only recognition between Chelsea and Norman comes in the closing scene of the film where they embrace as Chelsea says, Goodbye Norman†¦er dad. † This verbal message does hold impact but the true reconciliation between father and daughter remains unknown. Ethel, in contrast to Norman’s character, uses confirming messages entirely through the film. Her deep love for Norman is shown by her willingness and unconditional acceptance of Norman’s less than joyous persona. Norman creates more humor in a scene that normally would lead people to show a little respect; for, an elderly woman who also lived on Golden Pond died recently. Norman doesn’t even bat an eye as he informs the mailman of this news and says, â€Å"one of the lesbians expired. † More disconfirming messages by Norman. The film maker shows Norman with his guard down in a scene where he gets lost hunting for strawberries near the house. He runs back until he bumps into their property. Norman waits for the mailman to leave before stating his angst to Ethel. It is one of the rare times, maybe the only time, that Norman uses confirming messages. â€Å"(I had to) Come running back to see your pretty face. I could feel safe. I was still me. † â€Å"You’re my knight in shining armor. † Ethel responds as she held his face gently in her hands. â€Å"You're gonna get back up on that horse and I’ll be right behind you. And away we’re gonna go, go, go. † Ethel, once again, uses her confirming voice to heal. Billy Ray Jr. upon meeting Norman shows respect. It’s Norman’s 80th birthday celebration. Billy Ray Jr. tries to make a connection. â€Å"I just had a birthday two weeks ago. † Norman says, â€Å"Hmm. We’re practically twins. † Billy Ray Sr. also shows respect for Norman, using confirming messages. â€Å"Love your house,† says Billy Ray Sr. â€Å"Thank you. It’s not for sale,† retorts Norman. Their dialogue continues as Norman uses more disconfirming messages and Billy Ray Sr. uses confirming messages. â€Å"Norman? You mind if I call you Norman? † â€Å"I believe you just did,† says Norman coolly. In closing, communication is what creates the climate of the film. Dialogue and body language are what keep the story moving along at a jovial clip. It is a wonderful film with a message about how challenging life can be for individuals when communication has little honesty. When people put up fronts and refuse to share their feelings, it leads to disjointed relationships and people wind up feeling hurt. This pain can cause further distress on a person’s life. The only solution is to share feelings and believe in the power that results when a cohesive family bond develops.

Unit2crim discuss Essay Example | Topics and Well Written Essays - 250 words

Unit2crim discuss - Essay Example Scott Roeder does not deny killing George tiller, but the key to the case is to understand what was going on in Scott Roeder’s mind at the time of the killing. As the trial judge, this case depends on whether Scott Roeder’s idea in the use of deadly force was sensible. It is evident that he acted in an imperfect defense of the unborn children since he believed that the â€Å"preborn children† were in looming danger of being killed. This verdict by the trial judge indicates that the anti-abortion activist believed that the direct use of deadly force was essential in protecting against danger. In the recent decades, several states have expanded the debate to incorporate issues of unborn children killed by violent acts alongside expectant women. In some states, legislation increases criminal penalties for crimes that involve expectant women. Other legislation in other states has defined the unborn child as a person under feticide laws or fetal homicide (Steinbock 129). These laws create awareness on the mischief done to an expectant woman and the consequent pregnancy lost, but not on the unborn child’s rights. Therefore, if this case happened in a state that did not have a fetal homicide statute, I believe that the trial judge will do the same thing, by considering the mitigating factor of imperfect self defense. This is because they emphasize that fetal homicide laws impartially criminalize these cases and that they provide a chance to save from harm the fetuses and their mothers. These laws grant a fetus legal status different from the expectant woman, perhaps cre ating an adversarial bond between a woman and her unborn child (Steinbock 130). Several individuals and pro-life groups support these laws. They believe that human personhood starts at conception. Consequently, when an expectant mother is killed, the perpetrators are seen as having committing two murder acts. These are the killing of the pregnant

This is for principles of Law and taxation Term Paper

This is for principles of Law and taxation - Term Paper Example The country has over time carried out fundamental reforms in its judicial system that gets geared towards promoting democracy in the country. The third part of the constitution of Azerbaijan got adopted in 1995. The national leader of Azerbaijan, Haydar Aliyev, led these judicial reforms. Among the Acts that got adopted was the constitutional court act, courts and judges’ act, public prosecution act, police act and operational investigational act (Kruger 231). All the above acts met the requirements of international law. Following these reforms, there was an establishment of a three-staged independent judiciary system. The first degree of the judiciary system comprised of the courts of appeal and the court of Cassation. Presently, city courts act as first degree jurisdictional courts. The military courts and the local economic courts act as territorial jurisdictional courts. The supreme court of Azerbaijan comprises of four chambers. The four chambers are the civil chamber, the criminal chamber, the military chamber and the administrative-economic chamber. The four chambers serve the different types of legal cases in the country depending on the nature of the case. The Supreme Court treats the decisions made by the courts of appeal in cassational order. In January 19, 2006, the president of Azerbaijan signed a decree which would ensure that the judicial reforms in the country bridge on to the next phase (Motyl & Amanda 57). The constitutional court of Azerbaijan provides the highest authority of the constitution. The judicial-legal counsel act came into place in 2005. The act outlined the measures to be taken to make the human rights provided in the constitutional effective. The counsel constituted of 15 persons 9 of which were judges. The others were representatives of the president and other statutory bodies such as the parliament. The training sector of judges got further established under the counsel (Motyl &

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Xray Crystallography Research Paper Example | Topics and Well Written Essays - 1250 words

Xray Crystallography - Research Paper Example With the advancement in technology and discovery of X-rays, crystallographers found a powerful source of obtaining complete information about any type of crystal. With a wavelength of the order of 1010, comparable to that of the diameter of an atom, X-rays have the ability to penetrate into the crystal and get diffracted by atom, ions or molecules in their way. With the discovery of this technique in 1940s, the scientists used the specific wave-particle nature of X-rays to determine the arrangement of the constituent specie in a crystal. Crystal and its pattern: Crystal is a three dimensional pattern obtained by the repetition of unit cell, the smallest possible, arranged volume of any crystalline solid. In crystals, the atoms, ions or molecule (the constituent species) are held into their orderly arranged positions by inter atomic, inter ionic or inter molecular forces respectively. The scientists were searching for a way to determine the pattern of their arrangement. Once the patte rn could be known, all the other information about the substance was easy to get. Crystals were not studied, deeply, until the 17th century. â€Å"Crystal symmetry was first investigated experimentally by Nicolas Steno (1669), who showed that the angles between the faces are the same in every exemplar of a particular type of crystal, and by Rene Just Hauy (1784), who discovered that every face of a crystal can be described by simple stacking patterns of blocks of the same shape and size.† (â€Å"X-ray Crystallography. Wikipedia†)... Only X-rays have the ability to penetrate into a crystal and determine the three dimensional pattern by getting diffracted by the constituent particles. The technique of X-ray Crystallography: X-ray Crystallography uses a focused X-ray beam to reveal the structure of a crystal. X-rays strike the particles in a crystal and spread into many specific directions. Censors present around the crystal then cense the angle of diffraction and the strength of the beam reaching them. The pattern produced by the diffraction of X-rays through the closely spaced lattice of atoms is recorded and analyzed to reveal the structure of the crystal. The very basic fact exploited by this technique is that X-rays are diffracted by crystals. With the invention of this technique, Crystallography was completely revolutionized and improved. X-rays and their production: â€Å"X-rays are electromagnetic radiation with wavelengths between about 0.02 A and 100 A (1A = 10-10meters).† (Nelson) They are produce d when electrons from a cathode strike the electrons in the inner shells of transition elements. As these electrons are hit, the energy from moving electrons is transferred to them. Thus, these electrons excite and during de-excitation, these electrons emit radiations of high energy, whose wavelength lies in the invisible region of electromagnetic spectrum. These high energy, less wavelength possessing waves can penetrate into most of the crystals. X-ray Diffraction and Bragg’s law: As X-rays hit a row of particles in a crystal, they are diffracted. Actually, the diffraction is the interaction of separate waves of X-ray beam. It can be considered as the reflection of X-ray beam from the row of constituent particles that are arranged in a crystal. There are

Final Exam Civil War Essay Example | Topics and Well Written Essays - 1000 words

Final Exam Civil War - Essay Example The Missouri contract of 1820 was a warning signal of the civil war that was looming. When Missouri applied for admission in the United States in 1918, people were awakening on the issue of slavery. At that time, the issue of slavery was very sensitive between the southern pro slavery states and Northern antislavery states. Consequently, the requirements set for Missouri’s’ admission suggested that it had to restrict slavery within its boundaries. Moreover, before its admission, the number of slave states and Free states in congress was equal. The admission of Missouri in either category would result in a shift in power. The admission of Maine as a free state, however, resulted in Missouri’s admission as a slave state with all the benefits that the other slave states enjoyed. Later on, the pro slavery Missouri state presented a law, forbidding legislature to free slaves against their masters’ wishes (McDevitt 121). The southern states felt threatened by the rapid growth of power of the Northern states politically and economically. They feared that the Northern states might stall slavery expansion as they had tried before the Missouri Comprise. The Northern legislators wanted to prevent the spread of slavery to the new states. However, Southern legislators wanted the new states to be allowed to carry out slavery (Burgan 6). This and other differences resulted in the civil War (Gallagher 239). As mentioned earlier, the south was predominantly agrarian. They produced tobacco, cotton and other products, which the north used as raw materials in their industries. Since the Northern States were industrialized, they manufactured most goods thereby benefiting most. They invested the revenues collected in economic expansion. On the contrary, the Southern states who were the producers paid high manufacturing tariffs and other shipping costs. They felt exploited by the North because 90% of their revenue at that time went into taxes

Research memo for cisco systems Paper Example | Topics and Well Written Essays - 750 words

Memo for cisco systems - Research Paper Example On the other hand, its mission is to be the chosen supplier by being the leader among its competitors in satisfying customers, market share, product leadership and profitability. Products Cisco Systems began competing in the local-area-network (LAN) market by offering high-end routers (Wylie 45). These devices applied in the cyberspace to direct network traffic to its destination through a least congested and efficient network path. Its foothold in the growing industry made it competitive in the market of networking equipment. It makes a high proportion of the large scale routers used in powering the internet. Other cisco products include the LAN and wide area network (WAN) switches, website management tools, internet appliances, software of network management and dial-up solutions. More so, its internet operating system is becoming the industry’s standard for the delivering of network services and applications.Cisco’s customer base includes enterprises, service provide rs, consumers and the small and medium sized businesses. The enterprise customers consist of government agencies, corporations and educational utilities. Service providers provide data, video communication and voice services such as the international, regional and national carriers as well as the cable, internet and wireless service providers. The consumers form Cisco’s new market with a various products of home networking (Wylie 5). Management structure John Chamber among other t CEO of Cisco System has leadership abilities of teamwork, responsibility, and risk and customer satisfaction. The management structure entails the promotion of manager-employee dialogue through use of the automated Performance Management form (ePM). It also constitutes development processes such as the leadership 360-degree Development Feedback, Talent Assessment Process and leadership review process that concerns succession of management. These development processes enhance employee motivation and satisfaction. Development of a centralized structure brought it closer to its customers, eliminates resource and product overlaps while encourages teamwork. This structure implemented by its management personnel fostered knowledge sharing among Cisco product groups and promotes consistent realization of economies of scale and profitability (Wylie 67). Social responsibility Cisco’s dedication is efficient expertise in networking to help solve issues in the world. Cisco focuses on building ecological sustainability into its business process. Its ecological sustainability efforts include the Carbon Disclosure project and the Greenpeace challenge. It leads by example through reduction of the use of energy and the green house gas emissions during its operations. It also promotes environmental standards such as the ISO 14001, GHG protocol and Global Reporting Initiative. Its products’ end of life initiative enables take-back and trade-in programs of recycling that provide cu stomers a costless way of managing electronic waste. It largely reuses and repairs the electronics received from its customers. Plans Cisco under the leadership of Chamber plans to address the dual threat of a new centre for data customers that focus on scaling out and price. It has plans to expand its market and product line to give it a aggressive

The Answer of Unity Essay Example for Free

The Answer of Unity Essay In â€Å"Letter from a Birmingham Jail,’ Dr. Martin Luther King Jr. forms a rational and well grounded argument for direct action, non-violent civil rights campaigning in the specific context of the open letter â€Å"A Call for Unity. † Through both form and function, Dr. King fleshed out the reasons for his approach with the hope that by shedding light on his tactics, the clergymen and their followers would no longer remain silent companions of segregation. This brief essay will outline some of those notable explicit examples by discussing how the rhetorical style and physical evidence provided Dr. King’s letter with a vital sense of urgency. This open response letter speaks directly to his critics in a language that is calm and exacting. He spares no detail and tackles each criticism with the hopes of (re)negotiating the terms on which direct action non-violent campaigns are publicly perceived. Dr. King initially responds to the charge that they were ‘outsiders coming in’ to Birmingham and did not have a personal reason to demonstrate there. He responds to this criticism through a discussion and import of the inter-relatedness of the racial situation in America, or what he more eloquently states, â€Å"The inescapable network of mutuality, tied in a single garment of destiny. † By stressing the fact that the racial climate affects everyone, both directly and indirectly, Dr. King is rallying his argument around the basis of common brotherhood and unity which directly responds to the title of the clergymen’s letter, â€Å"A Call for Unity. † In this way, he indicted the silent majority for being accomplices to the factors that led up to the demonstration, while the clergymen were unsuccessfully trying to typecast the demonstrators and the demonstration as being an extremist approach that would lead to violence. Dr. King answered this call by stating the four steps to non-violent campaigning, an approach that aimed to highlight tension with the ultimate goal of creating dialogue rather than monologue. Dr. King offers another striking defense of his philosophy when he moves on to the discussion of timing and wisdom. The clergymen were upset that the demonstration was taking place so quickly after the city of Birmingham elected Mayor Boutwell. They argued that the demonstrations did not offer enough time for the new mayor to initiate civil rights policies. However, Dr. King noted that the Civil Rights movement, not only in Birmingham, but across the country, had already waited over 340 years to gain their natural rights promised to them by the Constitution. He cites the fact that prior negotiations had only led to further disappointment and broken promises on the part of the white city government who had agreed to take down segregationist signs throughout the city. He places this argument in the context of negative versus positive peace, where negative peace is the absence of tension and positive peace is the presence of justice. Dr. King was fighting for positive peace in the name of love and God, a language the clergymen were familiar with but had not applied to their everyday teachings. Ultimately, Dr. King deconstructed the clergymen’s letter down to an ideological and fear-based argument that aimed to maintain the status quo. Perhaps his critique of the white majority and the silence of the Christian church was his most heartfelt and scathing critique and that caused him the greatest disappointment. Despite his disagreement with the clergymen, Dr. King offered a immanent defense of his philosophy that effectively opened the way for further direct action, non-violent civil rights campaigning.

My Ethics Awareness Inventory Summary Essay Example for Free

My Ethics Awareness Inventory Summary Essay In my Ethical Awareness Inventory I believe in what is right. Ethical awareness is gaining an insight in the perspective of having the determination of what you believe is wrong or right. My beliefs in decision making and obligation are mainly in the core values of the best ethical decision and what core beliefs I believe inspire my values and morality. The core beliefs I chose were character, obligation, results, and equity. I believe an obligation to make the right decision is very important in any decision making process. Results show how a person can provide the character that motivates them in the equity that is chosen to make the right choice. Factors that influence my decision making is pressure from peers and the pressure from the above, interest groups, personal financial gain, chance to get ahead, limited information to get ahead, convenience, and threats in the workplace that are used if not abiding by the Code of Ethics, which is a document signed when hired at a place of employment. Ethical Awareness is the key to sound ethical judgment. The answers to the questions posed in the EAI Inventory will assist you to make the â€Å"right† decision, but it is important to remember that there is no easy shortcut to ethical decision making. It requires you to make an important personal judgment about a matter that will have a significant impact on the lives of real people—not some faceless mass (Ethics Awareness Inventory, 2011). Obligations category defines my selections as individuals that I may work with as argumentative about the society who may not be able to work in their own best interest. Obligations to me are very important and need to look at as being at the top of a list and adhered to as promises made to be taken care of as soon as possible. In my own life the results have pretty much matched on how I am in real life, especially the personal financial gain. I always run short of money and looking for more ways to earn more. Another way is more information being available to me. I always have been willing to learn as much as I can to know about my tasks and duties within a job or even in my personal life. I was raised with strong personal ethics and apply those to my professional and personal life. In the educational field I have learned that ethics in decision making can be different than what I believe. My decision making is of right or wrong. In a professional setting the decision making can be one or the other due to the Code of Ethics and the supervisors that are the last say in a decision. My thinking has been altered to some point to obligations as to the community and diversity which shows how much we should think about the other cultures that have issues that need assistance and our ethical views which are a difference than what most are altered from my core beliefs. Reference Williams Institute(2011). (6th ed): www. ethics-twi. org [emailprotected] org. Retrieved April 23, 2012 from: https://ecampus. phoenix. edu/secure/aapd/Vendors/TWI/EAI/

How Do Web Search Engines Work Information Technology Essay

How Do Web Search Engines Work Information Technology Essay Introduction A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. Although search engine is really a general class of programs, the term is often used to specifically describe systems like Google,   Alta Vista and Excite that enable users to search for documents on the World Wide Web and USENET newsgroups. Typically, a search engine works by sending out a spider to fetch as many documents as possible. Another program, called an indexer, then reads these documents and creates an index based on the words contained in each document. Each search engine uses a proprietary algorithm to create its indices such that, ideally, only meaningful results are returned for each query. How Do Web Search Engines Work? Search engines are the key to finding specific information on the vast expanse of the World Wide Web. Without sophisticated search engines, it would be virtually impossible to locate anything on the Web without knowing a specific URL. But do you know how search engines work? And do you know what makes some search engines more effective than others? When people use the term search engine in relation to the Web, they are usually referring to the actual search forms that searches through databases of HTML documents, initially gathered by a robot. There are basically three types of search engines: Those that are powered by robots (called crawlers; ants or spiders) and those that are powered by human submissions; and those that are a hybrid of the two. Crawler-based search engines are those that use automated software agents (called crawlers) that visit a Web site, read the information on the actual site, read the sites meta tags and also follow the links that the site connects to performing indexing on all linked Web sites as well. The crawler returns all that information back to a central depository, where the data is indexed. The crawler will periodically return to the sites to check for any information that has changed. The frequency with which this happens is determined by the administrators of the search engine. Human-powered search engines rely on humans to submit information that is subsequently indexed and catalogued. Only information that is submitted is put into the index. In both cases, when you query a search engine to locate information, youre actually searching through the index that the search engine has created -you are not actually searching the Web. These indices are giant databases of information that is collected and stored and subsequently searched. This explains why sometimes a search on a commercial search engine, such as Yahoo! or Google, will return results that are, in fact, dead links. Since the search results are based on the index, if the index hasnt been updated since a Web page became invalid the search engine treats the page as still an active link even though it no longer is. It will remain that way until the index is updated. So why will the same search on different search engines produce different results? Part of the answer to that question is because not all indices are going to be exactly the same. It depends on what the spiders find or what the humans submitted. But more important, not every search engine uses the same algorithm to search through the indices. The algorithm is what the search engines use to determine the relevance of the information in the index to what the user is searching for. One of the elements that a search engine algorithm scans for is the frequency and location of keywords on a Web page. Those with higher frequency are typically considered more relevant. But search engine technology is becoming sophisticated in its attempt to discourage what is known as keyword stuffing, or spamdexing. Another common element that algorithms analyze is the way that pages link to other pages in the Web. By analyzing how pages link to each other, an engine can both determine what a page is about (if the keywords of the linked pages are similar to the keywords on the original page) and whether that page is considered important and deserving of a boost in ranking. Just as the technology is becoming increasingly sophisticated to ignore keyword stuffing, it is also becoming more savvy to Web masters who build artificial links into their sites in order to build an artificial ranking. Did You Know. The first tool for searching the Internet, created in 1990, was called Archie. It downloaded directory listings of all files located on public anonymous FTP servers; creating a searchable database of filenames. A year later Gopher was created. It indexed plain text documents. Veronica and Jughead came along to search Gophers index systems. The first actual Web search engine was developed by Matthew Gray in 1993 and was called Wandex. Basic Fundementals Of Search Engines A search engine operates, in the following order Web crawling Indexing Searching Web search engines work by storing information about many web pages, which they retrieve from the html itself. These pages are retrieved by a Web crawler (sometimes also known as a spider) an automated Web browser which follows every link on the site. Exclusions can be made by the use of robots.txt. The contents of each page are then analyzed to determine how it should be indexed (for example, words are extracted from the titles, headings, or special fields called meta tags). Data about web pages are stored in an index database for use in later queries. A query can be a single word. The purpose of an index is to allow information to be found as quickly as possible. Some search engines, such as Google, store all or part of the source page (referred to as a cache) as well as information about the web pages, whereas others, such as AltaVista, store every word of every page they find. This cached page always holds the actual search text since it is the one that was actually indexed, so it can be very useful when the content of the current page has been updated and the search terms are no longer in it. This problem might be considered to be a mild form of linkrot, and Googles handling of it increases usability by satisfying user expectations that the search terms will be on the returned webpage. This satisfies the principle of least astonishment since the user normally expects the search terms to be on the returned pages. Increased search relevance makes these cached pages very useful, even beyond the fact that they may contain data that may no longer be available elsewhere. When a user enters a query into a search engine (typically by using key words), the engine examines its index and provides a listing of best-matching web pages according to its criteria, usually with a short summary containing the documents title and sometimes parts of the text. The index is built from the information stored with the data and the method by which the information is indexed. Unfortunately, there are currently no known public search engines that allow documents to be searched by date. Most search engines support the use of the boolean operators AND, OR and NOT to further specify the search query. Boolean operators are for literal searches that allow the user to refine and extend the terms of the search. The engine looks for the words or phrases exactly as entered. Some search engines provide an advanced feature called proximity search which allows users to define the distance between keywords. There is also concept-based searching where the research involves using stati stical analysis on pages containing the words or phrases you search for. As well, natural language queries allow the user to type a question in the same form one would ask it to a human. A site like this would be ask.com. The usefulness of a search engine depends on the relevance of the result set it gives back. While there may be millions of web pages that include a particular word or phrase, some pages may be more relevant, popular, or authoritative than others. Most search engines employ methods to rank the results to provide the best results first. How a search engine decides which pages are the best matches, and what order the results should be shown in, varies widely from one engine to another. The methods also change over time as Internet usage changes and new techniques evolve. There are two main types of search engine that have evolved: one is a system of predefined and hierarchically ordered keywords that humans have programmed extensively. The other is a system that generates an inverted index by analyzing texts it locates. This second form relies much more heavily on the computer itself to do the bulk of the work. Most Web search engines are commercial ventures supported by advertising revenue and, as a result, some employ the practice of allowing advertisers to pay money to have their listings ranked higher in search results. Those search engines which do not accept money for their search engine results make money by running search related ads alongside the regular search engine results. The search engines make money every time someone clicks on one of these ads. Different types of search engines Aesop Search The Aesop spider looks for new meta tag to allow webmasters to automatically describe their site. AltaVista The default search results consist of GoTo and results from the Altavista spider (over 500M pages). Displays related searches. Offers translation services and multimedia searches. Ask Jeeves The polite butler Jeeves answers all your questions asked in plain English. If Jeeves doesnt understand your question, it gives you the top-results from other search engines. Brand New Sites Directory of just born sites (less than 6 months old) classified in 284 categories. Direct Hit Search engine which ranks its search results based on user popularity. Often provides good results for popular queries. Entireweb.com Search engine claiming over 80M documents. Excite Matching content from the Overture website is displayed first. After that come the search results from the Dogpile and directory results from ODP. Fast Search Search with a clear interface through a database of over 300 million web pages. Also offers FTP and MP3 search. First-Search.com Returns only the homepage of sites. Targeted at users who are searching for good sites, rather than particular pages. Google! Lists the results in the order of popularity, determined by the number of links from other sites. Frequently gives you right results first. All pages in the Google index are cached, and you can search for pages related to a specific page. HotBot An advanced search engine. There are many configurable options, both in simple as in advanced search mode. ILor search Allows users to create annotated comments on top of search results Lycos Displays matches from sites part of the Lycos Network and very popular sites first. Then follow Open Directory results, sometimes followed by results from the Lycos crawler. On the bottom there are links to relevant news articles and products to buy. Northern Light A search engine for professional web users. They have a general search engine, and a Special Collection of 4M journals/books/mags which are accessable on a pay-per-view basis. PageSeeker Search engine with an interactive interface. [Requires Flash] Raging Search No-nonsense search engine from Altavista. It even returns the same search results as Altavista. There are no banners or any other content that would distract you from your mission. 7Search.com Search results include web site information, such as email addresses, location, age and site popularity. (When available). You can choose to be notified when there are sites matching your criteria added to their database. SearchHippo A crisp and clean spider based web search with free PHP, XSLT and XML code for integration. SearchKing Search engine using searchers input to determine relevancy and placement and has instant indexing. Teoma Search Searches deliver pages grouped by subject and as a listing, seaches can be modified to search for an exact phrase and to include and exclude specific terms. TrueSearch Search engine actively removes dead links. WebCrawler Search engine and web directory. Displays matching categories first. After that come the results from the WebCraweler spider, without descriptions. WISEnut Up-to-date index on almost 1.5 billion pages, including site categorization and international search support. Yep A portal and search engine that ranks sites by popularity. Zerx You can view sites related to another site, or refine your existing search using that site. Google Search Engine Google Search, a web search engine, is the companys most popular service. According to market research published by comScore in November 2009, Google is the dominant search engine in the United States market, with a market share of 65.6%.Google indexes billions of web pages, so that users can search for the information they desire, through the use of keywords and operators. Despite its popularity, it has received criticism from a number of organizations. In 2003, The New York Times complained about Googles indexing, claiming that Googles caching of content on their site infringed on their copyright for the content. In this case, the United States District Court of Nevada ruled in favor of Google in Field v. Google and Parker v. Google. Furthermore, the publication 2600: The Hacker Quarterly has compiled a list of words that the web giants new instant search feature will not search. Google Watch has also criticized Googles PageRank algorithms, saying that they discriminate against new websites and favor established sites, and has made allegations about connections between Google and the NSA and the CIA. Despite criticism, the basic search engine has spread to specific services as well, including an image search engine, the Google News search site, Google Maps, and more. In early 2006, the company launched Google Video, which allowed users to upload, search, and watch videos from the Internet. In 2009, however, uploads to Google Video were discontinued so that Google could focus more on the search aspect of the service. The company even developed Google Desktop, a desktop search application used to search for files local to ones computer. Googles most recent development in search is their partnership with the United States Patent and Trademark Office to create Google Patents, which enables free access to information about patents and trademarks. One of the more controversial search services Google hosts is Google Books. The company began scanning books and uploading limited previews, and full books where allowed, into their new book search engine. The Authors Guild, a group that represents 8,000 U.S. authors, filed a class action suit in a Manhattan federal court against Google in 2005 over this new service. Google replied that it is in compliance with all existing and historical applications of copyright laws regarding books. Google eventually reached a revised settlement in 2009 to limit its scans to books from the U.S., the U.K., Australia and Canada. Furthermore, the Paris Civil Court ruled against Google in late 2009, asking them to remove the works of La Martinià ¨re (Éditions du Seuil) from their database. In competition with Amazon.com, Google plans to sell digital versions of new books.Similarly, in response to newcomer Bing, on July 21, 2010, Google updated their image search to display a streaming sequence of thumbnails that enlarge when pointed at. Though web searches still appear in a batch per page format, on July 23, 2010, dictionary definitions for certain English words began appearing above the linked results for web searches. Productivity tools In addition to its standard web search services, Google has released over the years a number of online productivity tools. Gmail, a free webmail service provided by Google, was launched as an invitation-only beta program on April 1, 2004, and became available to the general public on February 7, 2007. The service was upgraded from beta status on July 7, 2009, at which time it had 146 million users monthly.The service would be the first online email service with one gigabyte of storage, and the first to keep emails from the same conversation together in one thread, similar to an Internet forum. The service currently offers over 7400 MB of free storage with additional storage ranging from 20 GB to 16 TB available for US$0.25 per 1 GB per year. Furthermore, software developers know Gmail for its pioneering use of AJAX, a programming technique that allows web pages to be interactive without refreshing the browser. One criticism of Gmail has been the potential for data disclosure, a risk associated with many online web applications. Steve Ballmer (Microsofts CEO),Liz Figueroa,Mark Rasch, and the editors of Google Watch believe the processing of email message content goes beyond proper use, but Google claims that mail sent to or from Gmail is never read by a human being beyond the account holder, and is only used to improve relevance of advertisements. Google Docs, another part of Googles productivity suite, allows users to create, edit, and collaborate on documents in an online environment, not dissimilar to Microsoft Word. The service was originally called Writely, but was obtained by Google on March 9, 2006, where it was released as an invitation-only preview.On June 6 after the acquisition, Google created an experimental spreadsheet editing program, which would be combined with Google Docs on October 10. A program to edit presentations would complete the set on September 17, 2007, before all three services were taken out of beta along with Gmail, Google Calendar and all products from the Google Apps Suite on July 7, 2009. Enterprise products Google entered the enterprise market in February 2002 with the launch of its Google Search Appliance, targeted toward providing search technology for larger organizations. Google launched the Mini three years later, which was targeted at smaller organizations. Late in 2006, Google began to sell Custom Search Business Edition, providing customers with an advertising-free window into Google.coms index. The service was renamed Google Site Search in 2008. Another one of Googles enterprise products is Google Apps Premier Edition. The service, and its accompanying Google Apps Education Edition and Standard Edition, allow companies, schools, and other organizations to bring Googles online applications, such as Gmail and Google Documents, into their own domain. The Premier Edition specifically includes extras over the Standard Edition such as more disk space, API access, and premium support, and it costs $50 per user per year. A large implementation of Google Apps with 38,000 users is at Lakehead University in Thunder Bay, Ontario, Canada. In the same year Google Apps was launched, Google acquired Postini and proceeded to integrate the companys security technologies into Google Apps under the name Google Postini Services. Company Perspectives: Googles founders have often stated that the company is not serious about anything but search. They built a company around the idea that work should be challenging and the challenge should be fun. To that end, Googles culture is unlike any in corporate America, and its not because of the ubiquitous lava lamps and large rubber balls, or the fact that the companys chef used to cook for the Grateful Dead. In the same way Google puts users first when it comes to our online service, Google Inc. puts employees first when it comes to daily life in our Googleplex headquarters. There is an emphasis on team achievements and pride in individual accomplishments that contribute to the companys overall success. Ideas are traded, tested and put into practice with an alacrity that can be dizzying. Meetings that would take hours elsewhere are frequently little more than a conversation in line for lunch and few walls separate those who write the code from those who write the checks. This highly communi cative environment fosters a productivity and camaraderie fueled by the realization that millions of people rely on Google results. Give the proper tools to a group of people who like to make a difference, and they will. Key Dates: 1995: Google founders Sergey Brin and Larry Page meet at Stanford University. 1997: BackRub, the precursor to the Google search engine, is founded. 1998: Google is incorporated and moves into its first office in a Menlo Park, California, garage. 1999: Google moves its headquarters to Palo Alto, California, and later to Mountain View, California; Red Hat becomes Googles first commercial customer. 2000: Yahoo! Internet Life magazine names Google the Best Search Engine on the Internet; Google becomes the largest search engine on the Web and launches the Google Toolbar. 2001: Google acquires Deja.coms Usenet archive and launches Google PhoneBook; Dr. Eric Schmidt joins Google as chairman of the board of directors and is later appointed CEO. 2002: Google launches the Google Search Appliance, AdWords Select, the 2001 Search Engine Awards, and Google Compute. Conclusion Online research has become an essential skill for writers. What typically took place in libraries, by phone calls or visits to experts in the field is being changed because of the Internet. Experts can sometimes be contacted by email and information, whether it is addresses, phone numbers, or detailed specifics on a certain subject, can be accessed on the World Wide Web. Search Engines have become the most important tools in locating this information, so it is important to know how to use them effectively. Search skills can be developed through practice in using the search engines and by reading the help pages provided by the search engines themselves. Over time, you will learn which search engine is good for pulling up what kind of information. This article will provide a general overview of the various search engines and some of their advanced search features which will help you with your online research.

Teaching - A Rewarding Profession :: Education Admissions Essays

Teaching - A Rewarding Profession Being the first to attend college in my family, it was hard to decide what field I wanted to go into. There were so many choices. In making such a large lifelong decision, I decided to follow my heart. I thought back to when I was in high school at Narrows. I had a wonderful experience there. I also had some great, inspiring teachers. One teacher sticks out clearly to me. It was my AP Biology class my senior year. The teacher expected so much. He came into the room energetic. Full of life. Determined. And only being a student, I could tell this. He strived to teach to all the different learning styles in the classroom. No one was allowed to "slide" by. He used repetition and hands-on assignments as methods to relate the subject matter he taught. He had all the components that every great teacher should have; empathy, caring, drive, determination, motivation, creativeness, patience, reflection, originality, enthusiasm.... This superb individual is the reason I want to teach. I want to make a difference in children's lives like he made in mine. I want to encourage and push students beyond their expectations to meet mine. I am a firm believer that setting higher expectations as a teacher increases achievement in the classroom. I believe teaching is one profession where several professions are combined. meaning, I will not only be a teacher but, also, a role model, counselor, parent, nurse, care provider, official, and several other 'professions' in one days' work. I believe each child regardless of race, culture, gender, etc has the potential to an everlasting, promising educational future. As a teacher, I will have to provide whatever means necessary to fulfill my duties as an effective teacher. I hope at the end of each school year the students will have rewarding endeavors as a result of my teaching. In my classroom, I hope to take an authoritarian approach to classroom management. I believe an organized, well managed environment allows for productivity and knowledge intake. I represent several different philosophical approaches in maintaining and teaching my classroom. I would be a progressivist because it encourages others to cooperate and understand different opinions from fellow classmates.

British parlimentary Reform 1832-1928 :: essays research papers

The unreformed British parliamentary system was undemocratic, it excluded the majority of the population from voting including all women most working class men, many middle class men and all the poor. Its distribution of seats was inadequately representative and excluded important towns. It included rotten boroughs, the occasional sale of seats, corruption, bribery, intimidation, violence and plural voting. The system was dominated by the aristocracy and gentry, and many seats were uncontested. Lang, (1999). The purpose of this essay is to identify the factors that led to the nineteenth century parliamentary reform and go on to assess the impact that the reform made. Around the middle of the nineteenth century an extensive debate took place in Britain on the nature and desirability of ‘democracy.’ Who should be allowed to vote in general elections? Should the franchise be limited, as in the past, to those who had special qualifications, such as the ownership of property, which the rental value had to be at least at least 40 shillings per annum, and those who had an economic stake in the country? Property owners argued that the old system had worked in the past so surely it would continue to do so – and that the wealthy were naturally superior to the poor. Pearce, Stern, (1994). Others believed that the franchise was restricted and haphazard and that the qualifications for voting were outdated and illogical in their view every man had the right to vote, all men had been created equally and therefore all were entitled to a say in the way they were governed. A small but growing number also believed that women should have the vote on precisely the same terms as men. The population of England and Wales doubled between 1801-1851 many parishes began to burst at the seams. Towns like Birmingham, Manchester, Bradford and Leeds were seeing large population increases due to industrial growth. Earl Grey proposed such towns needed representation in the House of Commons, this would lead to large increase in the voting population if the proposal was successful. On the other hand rotten boroughs were parliamentary constituencies that had over the years declined in size, but still had the right to elect members of the House of Commons. Most of the constituencies were under the control and influence of just one man, the patron. As there were only a few individuals with the vote and no fair voting method (secret ballot) which encouraged bribery and corruption as it was easy for potential candidates to buy their way to victory.

Lifes Too Short :: essays research papers

Life's Too Short Often times when the normal parent or upstanding citizen turns on the TV and sees a young black man rapping about the hood they are usually turned off. Stereotypes come in to play and the channel is switched without even considering what message that human being is trying to convey. When listening to rapper Too Short and his song "Gettin it", you here a lot of stereotypes being defied. The song is about getting out of the hood and making a good life for yourself. Most of society just assumes that these young black rappers have no brain's and no sense of purpose for life. Too Short's song "Gettin it" tells a different story. Too Short's successes portray the dream that kids have growing up in the hood. Those kids dream of getting rich at a young age and living like a true "player" for the rest of their day's. They want to drive around in a benz' and have girls fill the whole thing. What these kids don't understand is that Too Short didn't get to where he is by pimping or selling drugs, he got to where he is by some simple rules discussed in his song "Gettin it". First of all, an important ingredient to the song is how it appeals to kids. With it's ghetto beat and monster bass the song is something that kids feel cool listening to. This is his first success ingredient, getting the attention of his audience so that they will listen to his message. His message is of course the best thing about the song. It explains to kids to "stop just hangin out, set your self some goals, think positive, and keep hustling". Too Short has got to the financial level he's at, by following the keys that he describes in his song, not by following the stereotypes that parent's turn off of the TV. Acting ghetto, for appeal, and rapping with a sweet rythym tongue was only the bare minimum of what he needed to rise to the top of the rapping industry. Studies show that the majority of successful people are not lucky, nor are they geniuses. Successful people usually follow three simple keys that are outlined in Too Short's song. The first key to success is the ability to take action and go out and get what you want out of this life. Too Short talk's about this when he says, "you got to get a good job and set your self some goals think positive, and never stop hustling". The world owes you nothing, you have to do the right things, or

Blue Sky

TEACHING NOTE Blue Sky Thinking Case Analysis 1. Company Profile First Choice Holidays This session's students should describe the company profile of First Choice Holidays (FCH) – a travel agent which has more than 14. 000 staff, operate in 16 different countries and have ? 2,6 billion turnover in 2005. The students should able to define that FCH is the major player in travel industry and what the business they are in. 2.Problem Formulation This session's students should formulate the problems of FCH that shown by Sales Conversion rate had been static for two years, and also should be able to mention the FCH efforts to solve the problems and why they choose to hire Blue Sky Consulting. The hidden problems of FCH are sales and management staffs on motivation, focus, and believe in themselves and their products. One of the methods could use the fish bone diagram to find the problems. . Problem Solving Methods The problem solving methods are tend to fulfill the objectives of FCH is to increase 10% revenue yoy and to merge brands between ‘First Choice Direct' (Direct) and ‘Eclipse Direct' (Eclipse). The case shows that FCH hire the Blue Sky Consulting, in these section students should place themselves as Blue Sky Consultant and be able to show what Blue Sky do to achieve the FCH objectives.The first steps, Blue Sky create secondary objectives of developing a broad strategy that supported Direct and Eclipse team objectives: o Unifying company culture and brand value o Establishing measurement to ensure the performance improvement was maintained The next steps, Blue Sky conduct a ‘holistic operational diagnostic' on purpose to show the FCH management to evaluate the effectiveness FCH processes, as opposed to just identifying the sales training gaps. Blue Sky conduct ‘current performance evaluation' with activities include: o Meeting with key management personnel o Informal interview with cross-section of advisers and team leaders o Focu s Groups o Listening into and observing assessment of calls o Mystery Shopping o Staff surveys o Reviewing current skill and trainings o Reviewing Business Process o Documentation and initiatives – Create recommendation 4. Design and Action Plan Program This session's students should be able to show the need of developing and communicate the vision for call center and each department. Blue Sky TEACHING NOTE Blue Sky Thinking Case Analysis 1. Company Profile First Choice Holidays This session's students should describe the company profile of First Choice Holidays (FCH) – a travel agent which has more than 14. 000 staff, operate in 16 different countries and have ? 2,6 billion turnover in 2005. The students should able to define that FCH is the major player in travel industry and what the business they are in. 2.Problem Formulation This session's students should formulate the problems of FCH that shown by Sales Conversion rate had been static for two years, and also should be able to mention the FCH efforts to solve the problems and why they choose to hire Blue Sky Consulting. The hidden problems of FCH are sales and management staffs on motivation, focus, and believe in themselves and their products. One of the methods could use the fish bone diagram to find the problems. . Problem Solving Methods The problem solving methods are tend to fulfill the objectives of FCH is to increase 10% revenue yoy and to merge brands between ‘First Choice Direct' (Direct) and ‘Eclipse Direct' (Eclipse). The case shows that FCH hire the Blue Sky Consulting, in these section students should place themselves as Blue Sky Consultant and be able to show what Blue Sky do to achieve the FCH objectives.The first steps, Blue Sky create secondary objectives of developing a broad strategy that supported Direct and Eclipse team objectives: o Unifying company culture and brand value o Establishing measurement to ensure the performance improvement was maintained The next steps, Blue Sky conduct a ‘holistic operational diagnostic' on purpose to show the FCH management to evaluate the effectiveness FCH processes, as opposed to just identifying the sales training gaps. Blue Sky conduct ‘current performance evaluation' with activities include: o Meeting with key management personnel o Informal interview with cross-section of advisers and team leaders o Focu s Groups o Listening into and observing assessment of calls o Mystery Shopping o Staff surveys o Reviewing current skill and trainings o Reviewing Business Process o Documentation and initiatives – Create recommendation 4. Design and Action Plan Program This session's students should be able to show the need of developing and communicate the vision for call center and each department.

Electric cars vs The Gas Oil line Cars Essay

In the next ten years what the average American drives will be very different than today. Electric cars may phase out gasoline (Gasoline is also known as petrol) in the next couple of decade. Electric cars produce no tailpipe emissions and are much cheaper to fill up than the more common gasoline vehicles. Switching to electric cars will have more benefits than drawbacks in comparison to other fuels such as petrol and diesel. In order to switch to electric cars America’s electric capacity will have to increase. In the next few years electric cars will also have new upgrades to increase practicality, range and longevity which may convince people to switch. The only major concerns in the market today is an electric car’s driving range and the number of charging stations available across the nation. These problems are likely to be solved within the next decade. Although some Americans do not want to buy a fully electric vehicle yet there are many benefits to owning one. One of the main reasons people are considering them is because the low cost of powering an electric vehicle. â€Å"Drivers struggle with gasoline prices well over four dollars a gallon, and a cumulative 60 billion dollars was spent on gasoline during the past year alone†(CalETC). Electricity ismore cost effective to run than when using gasoline. The equivelent cost of elctricity is a dollar or more per gallon. Electric cars also provide the convenience of powering up at home if one’s work is close enough for the battery to take them there and back. Today’s electric cars have a range of about 100 miles on a single charge. When someone comes home they plug it in and charge it for the next day. Most people do not drive far on day to day basis. â€Å"Most people would be able to benefit from a car they drive to work and charge overnight†(Truett). The average person only goes to work and back and maybe stop at a nearby store before going home. Some auto makers in the future will have solution to the charging issue. â€Å"Some future cars will have an emergency gas engine that kicks in when the battery is low†(Truett). Although these kinds of cars already exist the car will not travel very far on the battery alone which increases the need for the gasoline engine for some current cars. In the future hybrid cars will have an even smaller engine that will be used less  frequently because the car will have a larger capacity battery. Another benefit that electric cars have is more horsepower and torque than petrol cars. The best current electric cars are from Tesla. â€Å"Tesla’s roadster has tons of power, great handling and looks better than a Prius†(White). Tesla cars achieve multiple advantages in the way they are built by putting the battery in the middle of the car increasing its center gravity. Some auto makers might follow in the foot steps of Tesla and implement these improvements in their entry level electric cars. Most automakers will not make them as fast as a Tesla car. â€Å"Automakers invest their engineering talent in more efficient cars and new technologies rather than horsepower wars†(Espejo). Automakers will produce electric vehicles that will be comparably as fast as an average petrol car. However electric motors have many advantages that many consumers would want. In terms of power and running efficiency an electric motor produces its maximum torque and efficiency at any rpm (rotations per minute) rather than any piston engine which must speed up to reach maximum torque and running efficiency. The piston engine design requires a reciprocating piston which must change directions throughout the four stroke engine cycle and must also use engine power to turn a camshaft to open the valves to draw fuel and air into the chamber and also let exhaust out. This makes it much less efficient than an electric motor which only has one turning output shaft and nothing else but a single speed transmission. Electric cars do not waste fuel while idling like a conventional engine design. Having fewer moving parts that need to be serviced periodically electric motors do not need as much maintenance as petrol engines. In America electric cars are in the beginning phase of catching on in the market. While there are some negatives to electric cars such as â€Å"24 percent mention they have concerns about having access to recharging stations†(Mealia). This is the biggest concern among people that are considering switching to electric vehicles. Although some states are starting to put charging stations in cities charging stations are still nowhere as available as gas stations nationwide. One misconception of electric cars is that they have zero emissions. â€Å"They do however have upstream emissions†(Kliesch). These upstream emissions can come from a coal  fired power plant. Depending on where one lives there may be no emissions produced. Only if the electricity generated is from a renewable resource there will be no emissions. Right now, America does not offer the capacity to charge the amount of electric cars needed on a mass scale. â€Å"states are working to get more power statio ns†(Wald). As more states begin putting power stations the demand for electric cars will go up. More power stations will make people consider purchasing an electric car for their next vehicle. Even the government is giving people incentives to switch electric cars. â€Å"Obama’s stated goal of putting 1 million electric cars on the road by 2015†³(Rascoe). While the government provides encouragement and tax deductibles on people with high efficiency vehicles that could encourage a lot of people to consider buying one. This will make owning an electric car much cheaper to own with the added benefit of low cost charging. Until charging stations become more widely available across the nation the electric car market will not take off very quickly. Some of today’s and future improvements will make people want to buy an electric car. Another type of vehicle with an electric motor is a hybrid which uses a electric car system as the main drive train and a small petrol engine to turn a generator to recharge its battery. In the near future the lithium ion batteries that are used to power the car will undergo a major upgrade. â€Å"developers have added ultra capacitors that prevent the battery from peaking in power which improves the life of the battery†(Truett). With the added battery life this will make some electric ecu’s able to have a longer drive range than most petrol ears of today. This improvement also makes the batteries overall lifespan greater too because it puts less stress on the battery. Electric motors will also be useful for big trucks too â€Å"BMW plans to use a 2 mode transmission that can tow and drive efficiently†(Truett). This system will provide the capability of towing large capac ities and when there is not such a heavy load drive with maximum efficiency. While electric cars provide a promising future it will be a few years before they will be more common than petrol cars. As of now petrol cars are more practical than electric cars but they are much more expensive to run which is the greatest selling point of owning an electric car. In conclusion electric cars may phase out petrol cars in America because of how inexpensive the cost of owning and running one is. Many people are ready for the switch but are waiting for their old car to die or are waiting for a higher availability of public charging stations in their area. It would be best to wait a couple of years before buying an electric car so it has been upgraded with longer lasting batteries and high efficiency drive train. In a couple of years there will be more electric cars available so you can choose from more options. Electric charging stations will cost less to operate because there will not be no need to deliver fuel to the pumps it would also be cheaper to produce an electric charging station because there will not be large gasoline reservoirs underground and the charger will not need a complicated system to pump energy into the vehicle. The range issue electric cars currently face will likely be solved soon by more efficient batteries and gear system s. Disclaimer: this document is no way related to the author or be used against them in the form of turnitin.com. Works Cited â€Å"CalETC Posts Report on Electric Cars and Drivers’ Fuel Bills.† Professional Services Close – Up (2012)ProQuest. Web. 17 Jan. 2014. Espejo, Roman. Cars in America. Detroit, Mich: Greenhaven Press, 2010. Print. Truett, Richard. â€Å"I [ybrids 101.† Automotive News. 02 Mar. 2009: 17. eLibrary. Web. 12 Nov. 2013. Kliesch, James. â€Å"WHY ELECTRIC CARS ARE CLEANER.† Mother Earth News Feb 201 I: 58.62.64. ProOuest, Web. 25 Oct. 2013. Mealiea, Wallace. â€Å"Electric Cars? Bring ‘Em on!† Electric Perspectives 37.1 (2012): 12 ProOuest. Web. 23 Oct. 2013. White. B, Joseph., â€Å"lives on the Road: The Surge in Electric Cars.† Wall Street Journal. 16 Dec. 2009: Dl. eLibrary. Web. 12 Nov. 2013. Wald. Matthew L. â€Å"8 States Teaming Up to Support Electric Cars.† New York Times. 25 Oct 2013: p. B. 1. SIRS Issues Researcher. Web. 29 Oct 2013. Rascoe, Ayesha, and Deepa Seetharaman. â€Å"U.S. Still Dedicated to Electric Cars, but Deadline no Longer Important, Energy Secretary Says.† Oakland Tribune]an 31 2013. ProOuest Web. 6 Nov. 2013.

Creating a Brand Using the Low-Budget Route: Choco-Energy Essay

1. Introduction According to Mintel (2012), 49% of chocolate users stated that if the price of their favorite bar rises they would cut back on chocolate. In addition, 68% of 16-24-year-olds full-time students consider that everyday low price is one of the main factors that they would consider for a brand (Mintel, 2012). Furthermore, for those DEs and households are also the most likely groups to consider low prices as a main factor when choosing which chocolate brand to buy (Mintel, 2012). Therefore, creating a new identification brand using the low budget route in Pound City market will have a great profit space in the confectionery market. The report will base on Snickers Peanut Butter Brand to create a new identification brand. The detail explanation of new brand’s development process can be seen below, which including the new brand name, brand image, brand positioning and package design. 2. Overview of chocolate market Although there is a decreasing trend in the number of eating chocolate as the reasons of healthy eating, aging population and rising sugar prices, the chocolate market has grown slightly by 6% over 2006-2011 to ï ¿ ¡1.58 billion (Mintel, 2011). Mintel (2012) also noted that 89% of consumers continue to eat chocolate confectionery because of its position as an affordable treat. For those users chocolate as indulgent treats allow consumers to lift their mood and satisfy a sweet craving. Chocolate market is relatively fragmented with the presence of a larger number of smaller brands, such as Mars, Cadbury Trebor Bassett, Nestle, Haribo and Ferrero and some own-label offerings manufacturers (Mintel, 2011). This can be seen from Appendix 1 about the manufacturers’ shares in the UK chocolate confectionery market. It  shows that Kraft Foods (Cadbury), Mars, Nestle are the three leading brands in the UK confectionary market, which taking up 33%, 27% and 16% of market share respectively (Mintel, 2011). 3. Choosing brand in the chocolate market The researcher will base on Snickers brand Peanut Butter Squared to create a new identification brand with new brand name, brand image and package to compete with current range of manufacturers’ own brand. Snickers Peanut Butter Squared is one of the famous brands of Mars Company. Mars is a US-based globally operating food and drink conglomerate company. Its brands in the confectionery segment include Lockets, Skittles, Starburst and Tunes (Mintel, 2011). Mars Chocolate is one of the world’s leading chocolate manufacturers. Its iconic brands include M&M’S ®, SNICKERS ®, DOVE ®, GALAXY ®, MARS ®, MILKY WAY ® and TWIX ® (Mars Official website, 2012). 4 Brand analysis for Snickers Brand 4.1 Brand name of Snickers Brand According to Chernatony and McDonald (2003) noted that brand names are perceived by consumers as important information clues, which helps to reduce the need to engage in a detailed search for information. The name of Snickers was launched under the name Marathon chocolate in the 1990s as Mars Inc aimed at consolidating branding exercise by bringing all its corporations products under unified Mars branding and make its brand be recognized both locally and globally (Ezine @rticles, 2012). Now Snickers is one of the largest confectionary ‘single bar’ in the world and people will think of energy bar when they see the brand name of Snickers (Mars official website, 2012). 4.2 Brand development of Snickers The brand development for Snickers Brand Peanut Butter Squared both has from its average nutrition but also from its package. The calories of new Snickers Peanut Butter Squared is litter smaller than original Snickers from 1.78 oz and 250 calories, versus 2.07 oz and 280 calories for the original bar. Each of the squares are about 1.25 inches across, and 3/4 inch high (LaBau, 2010). In addition, the color of the packaging changes from brown to yellow. Inside of the package, there are two pieces of chocolate bar instead of one larger bar compared with original Snickers bar. This is a kind of brand extension based on Peanut Butter chocolate category. 4.3 Brand image of Snickers Chernatony, McDonald and Wallace (2011) stated that brand images enable consumers to form a mental vision of what and who brands stand for. Because consumers will select a brand by observing whether the images that brand convey match the needs, values and lifestyles of consumers. In the case of Snickers, Snickers focus on broadening its appeal from a largely ‘male’ base to include women and older consumers. The company pays much attention and invests heavily in maintaining and strengthening their brand image. One of the most effective and targeted marketing tools for the Snickers brand at its disposal is through sponsoring key sporting events to squarely position it as an energy booster, one of its slogan is ‘ the big eat when you are hungry’. With the effort by the Mars Company, now Snickers Bar creates its brand image as providing the fuel and energy for the body and mind (The Irish Times business, 2000). In addition, the Snickers brand represents one of the young generations’ wishes that they want to be recognized and accepted by friends around them. Therefore, they need replenish their energies to enjoy with their friends and not go behind them. 4.4 Brand personality of Snickers A brand should represent more than just utilitarian benefits but also give added values that satisfy social and psychological needs for consumers. Because intrinsic physical product with an aura, or personality will give consumers more greater confidence in choosing a brand (Riezebos, 2003). Snickers brand created its brand personality through launching celebrity endorsement campaign with words like, â€Å"Peanutopolis, Hungerectomy, Nougtocity, Substantialicious and Satisfectellent† on its outdoor billboard advertising campaign to attract the younger generation and to gain trust with popularity (The Irish Times business, 2000). 4.5 Brand value of Snickers SNICKERS Chocolate bar create its brand value by providing the fuel and  energy for the body and mind. With busy lifestyle recently and many families on the go, Snickers bar as a great-tasting snack that captures the essence of a portable snack brings consumers with great convenience and satisfies getting the most of each moment. ‘When you hungry, grab Snickers bar’ is great to reflect the brand value of Snickers. Nowadays, the brand value of Snickers brand can be seen from its overwhelming popularity, recognition as a top-quality product and the respect and admiration of consumers world-wide as a world leader in the snack food category (The Irish Times business, 2000). 4.6 Package strategy for Snickers Meyers and Lubliner (1998) illustrated that the package form can communicate images that influence consumer perception, appeal to the consumer’s emotions, and motivate desire for the product before the consumer ever reads the label or sees the actual product. In their opinion, the package is the product. In the case of Snickers Peanut Butter Squared Brand, the packaging is little flatter, shorter and wider than the standard Snickers package. The package outside for Snickers Brand Peanut Butter Squared with a golden yellow background and â€Å"Peanut Butter† clearly spelled out in big letters. Inside the package are two squares chocolate bar. All of those are 1.25 inches square and about 1.75 inches high. There’s a nice ripple on the top (CandyBlog, 2010). The detail explanation about its product description has been introduced in the brand development stage. Slogan–Snickers chocolate bar uses more than one slogan. The slogan for Snickers chocolate bar is â€Å"Hungry? Grab a Snickers!† â€Å"Don’t let hunger happen to you.† â€Å"Hungry? Why wait?† 5 Brand image transfer Chernatony and McDonald (2003) noted that â€Å"a successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. And its success results from being able to sustain these added values in the face of competition†. In order to create a successful new identification brand, the marketers will transfer the image brand from Snickers by maintaining some good elements of Snickers brand and add some elements that Snickers brand needed to improve to compete with its  competitors. 5.1 Energy booster and Offer value Figure 5.1: Chocolate confectionary brand personality-macros image, January 2012 According to the figure above, Snickers have a wholesome reputation. This might attributable to its high peanut content as Mintel (2012) stated that Snickers is a particularly divisive brand, with the high peanut content likely to be a deterrent for a number of people. Therefore, for the new identification brand, maintaining the high peanut content will be a great element to offer added value for the consumers. In addition, positioning the new identification brand as an energy booster is also important as Snickers attracts lots of consumers with this position and this also one of the reasons why Snickers brand succeed. 5.2 Ethical brand Figure 5.3: Chocolate confectionary brand personality-macros image, January 2012 According to the figure above, ethical is to be a great element for the consumers to show the brand personality for a food product. According to Mintel, (2012), consumers pay much attention on ethical sourcing of food. The impact of ethical sourcing will become a great element to influence consumer confidence. In addition, brands which source their ingredients ethically especially for those with a premium orientation product, this would be a great element to identify their brand image (Mintel, 2012). Therefore, creating an ethical brand will also be great element for the marketer to create a new identification brand. 6 Creative choice/ Brand identification 6.1 New brand name The new brand name is CHOCO-ENERGY, which is easy for consumers to member the name and easily associated with the products. Meyers and Lubliner (1998) stated that a product’s brand name is responsible for creating memorability. It helps to build brand recognition and loyalty, as well as providing product information. For CHOCO-ENERGY, this could help to inform consumers’  that this is a chocolate brand. In addition, it also notes consumers that this brand focuses on energy booster. 6.2 New brand image Chernatony and McDonald (2003) stated that brand images enable consumers to form a mental vision of what and who brands stand for. Because consumers will select a brand by observing whether the images that brand convey match the needs, values and lifestyles of consumers. The brand image for CHOCO-ENERGY brand is to inform consumers that this brand is more than just another chocolate, â€Å"it as a reflection of a way of life, where people live with energy, joyful and healthy†. For the new identification brand, CHOCO-ENERGY would like to transfer a healthy and energy image for the consumers and let consumers to be treatwise for chocolate based on GDAs (Guideline Daily amounts). This new brand aims to inform consumers to be enjoyed as part of a healthy, active lifestyle. Because some of them might consider chocolate leads to obesity issues while eating limited chocolate can also provide benefits for one’s healthy because the elements contain in peanut butter and peanuts would benefits for consumers’ nutrition. Peanut butter and peanuts provide protein, vitamins B3 and E, magnesium, folate, dietary fiber, arginine, and high levels of the antioxidant p-coumaric acid. All of those elements would help consumers to protect against a high risk of cardiovascular disease (HubPages, 2012). 6.3 Brand positioning According to Aaker (2002), brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands (Aaker, 2002, pp176). The new identification brand will target on young teenagers and positioning on creating an everyday low price and importance of chocolate brand to British consumers. According to Mintel (2012), 15-24-year-olds stand out as the most important demographic in the chocolate and confectionery market, with the highest share of total users (91%) and also 44% of heavy users (Mintel, 2012). In addition, 68% of 16-24-year-olds full-time students consider that everyday low price as one of their main choice factors for a  chocolate brand (Mintel, 2012). Furthermore, there is a growing numbers in the population of the high usage 25-34-year-old age group as well as Abs and C2s look set to drive sales growth in the coming years (Mintel, 2012). Therefore, the new identification brand will target on users from 16-to-34 year olds and creating an everyday low price brand in the confectionery market to attract consumers’ attention. 6.4 Brand personality Aaker (2002) noted that a brand personality represents a functional benefits or attribute that may be relatively ineffective if it lacks a visual image established in the customer’s mind. Brand personality for the new identification brand is that CHOCO-ENERGY not just another chocolate bar that provide sweet craving or energy for the consumers but also a brand that value for money. Because according to Mintel (2012), chocolate suffers from a poor perception of value with only 28% of chocolate users think chocolate bars provide value for money. In addition, 65% of users consider that brands benefit from high trust as a main choice factor when they choose a chocolate brand. Therefore, improving perception of value and creating high trust for the new identification brand is emergent and significant. In addition, according to the brand image transfer part, energy booster and offer added-value are great element for the marketer to create the new brand. Therefore, this brand aims to create an everyday low price and importance chocolate brand for consumers not only value for money on price but also on product content. The product will maintain the value of Snickers brand that providing high nut content as the high peanut content likely to be a deterrent for a number of people (Mintel, 2012). 6.5 Package strategy for the new identification brand Trott (2012) stated that package is a powerful selling tool for a company to achieve a competitive advantage because for consumers the package is the product. Before consumers select a product, they will see the package at first. Through the shape of the package, the recognition of the brand, the color and the words, the graphic style and format they will have a fundamental image for the product (Meyers and Lubliner, 1998). In addition, the name, logo or symbol of the package are all unique, appropriate, and legally ownable for the company to communicate a positive and memorable image about the product (Meyers and Lubliner, 1998). These would help to provide product information and attributes to the customers. Therefore, it is critical for the company to pay much attention on the package design. Next the detail explanation about brand’s logo, color for the package, product identification (net weight copy, benefit statement, flavor or variety identification, size, nutritional information, ingredients, distributed place, attribute description) for the new identification brand can be seen below. 6.5.1 The brand logo The brand’s logo refers to a uniquely shaped signature, which can be based on the brand name in some kind of unique typographic format or a uniquely styled configuration of the corporate initials (Meyers and Lubliner, 1998). The consistent use of the logo is one of the reasons to make a powerful brand and also is the fundamental building blocks of brand identity (Carter, 1999). For the new identification brand, the marketer will use the brand name as the brand’s logo. The researcher will use a script logo because this type of logo provides an image of casualness, fun, movement and entertainment (Meyers and Lubliner, 1998). This is more related to the image of new identification brand that CHOCO-ENERGY is more than just another chocolate: â€Å"it as a reflection of a way of life, where people live with energy, joyful and healthy†. The slogan of the new identification brand is â€Å"CHOCO-ENERGY Eat health to be a part of active lifestyle†. 6.5.2 Package inside and outside The color for the packaging of the new identification brand outside will combine both brown and yellow. Because brown is deep color and often used for gourmet food and confections to communicate good taste, warmth, and appetite appeal. In addition, this color also helps to identify the color of the product inside the package (Meyers and Lubliner, 1998). For yellow color, it looks bright and tends to communicate relaxation and joy. Inside  the package four cup shaped chocolate. The surface of each chocolate has a heart-style image. 6.5.3 Product Identification Each CHOCO-ENERGY chocolate bar will contain 210 calories with a total fat content 14 gm. In addition, for its protein, sugar and sodium content will be 4gm, 19g and 130 mg respectively. The new identification brand will also contain nougat, caramel, peanuts. All of these elements will be covered in chocolate coating. Net weight copy for CHOCO-ENERGY is 42g. The benefit statement of this brand is to be treatwise based on guideline daily amount to be enjoyed as part of a healthy, active lifestyle. This brand pays much attention to balance the flavor of the product to avoid the product more sweet than salty. In addition, the product avoids making the peanut butter layer too waxy and to make the chocolate strangely flavourless. There will four pieces of chocolate cups in the package. The package will be flowrap bags. This would help to increase the product store duration because it’s easy for chocolate to melt at a high temperature. In addition, it helps to improve the product se curity. The detail nutritional information and ingredients can be seen from A3 poster. 7. Conclusion In this report, the rise of chocolate price and the increasing growing number of own-label of chocolate brand as great reasons to explain why creating a low budget route brand is effective in the chocolate and confectionery market. In addition, the detail explanation about the Snickers brand such as the brand image that Snickers Bar provide the fuel and energy for the body and mind with slogan that ‘the big eat when you are hungry’. Snickers brand positioning â€Å"from a largely ‘male’ base to include women and older consumers. Snickers brand personality through launching celebrity endorsement campaign with words like, â€Å"Peanutopolis, Hungerectomy, Nougtocity, Substantialicious and Satisfectellent† to give a fundamental knowledge about how to create a brand. Furthermore, the brand image transfer as a great part for the report to show what elements will remain or added from the Snickers brand to create the new identification brand. At last, the new identification brand, CHOCO-ENERGY brand was created with slogan that ‘CHOCO-ENERGY Eat health to be a part of active lifestyle’ to represent an image that CHOCO-ENERGY is not just another chocolate, â€Å"it as a reflection of a way of life, where people live with energy, joyful and healthy†. CHOCO-ENERGY positions on creating an everyday low price and importance of chocolate brand to British consumers. At the same time, elements for the package design also explained to show the new identification brand. 8. References AAKER, D.A. (2002) Building strong brands. London: Simon & Schuster UK Ltd. CARTER, D.E. (1999) Branding: the power of market identity. New York: Hearst Books International. CHERNATONY, L.D and MCDONALD, M (2003) Creating Powerful Brands in Consumer, Service and Industrial Markets, Third Edition. Oxford: Elsevier Ltd. CHERNATONY, L., MCDONALD, M, WALLACE, E (2011) Creating powerful Brands, BH, 4th Edition. Oxford: Elsevier Ltd. CLIFTON, R and Simmons, J (2003) Brands and Branding. London: The Economist Newspaper Ltd. HASSAN, T. U (2009) Snickers Chocolate Bar-A short History. Ezine @rticles. [Online]. Available from: http://ezinearticles.com/?Snickers-Chocolate-Bar—A-Short-History&id=4102333. [Accessed 17/05/2012] LABAU, E. (2010) Snickers Peanut Butter Squared Review. About.com. Candy. [Online] Available from: http://candy.about.com/od/candyreviews/fr/snickers_pbsquared.htm. [Accessed 17/05/2012]. LAFORET, S (2011) Managing Brands. McGraw Hill. MARS Official website page (2012) Brands Chocolate. [Online]. 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