Two Page Paper on The tragic Massacre at VA Tech to be completed in Essay

Two Page Paper on The disastrous Massacre at VA Tech to be finished in APA position - Essay Example He was even examined by the police twice after evidently following individual two understudies (Griffin, 2007). In the wake of communicating self-destructive inclinations to his flat mate who announced the episode, he was analyzed as â€Å"an impending threat to himself or others because of mental illness† and â€Å"incapable of chipping in or reluctant to chip in for treatment† and was requested by the Montgomery County to be an outpatient of Cook Counseling Center, which is situated nearby (CNN, 2007; Setrakian and Shaylor, 2007). The inquiry presently is, did he go for treatment? The appropriate response is most likely â€Å"no† as individuals neglected to catch up on this (Setrakian and Shaylor, 2007). Henceforth, they neglected to perceive the signs and indications of a savage breakdown. With such huge numbers of individuals realizing that there is a major issue with Cho , with the police having just researched himâ€not once, yet twiceâ€and with a court-requested mental treatment, how could they miss his fierce inclinations? For what reason was the correct intevention not concerned him? How was he ready to lawfully buy two firearms? The response to these inquiries lies in the way that teachers, chairmen, law implementation officials, the state court, and other government offices neglected to speak with one another. Basically â€Å"no one knew all the data and nobody associated all the dots† (New Scientist, 2007). Each was holding a significant bit of the riddle; notwithstanding, there was no correspondence among them thus, the pieces stayed secluded from one another. For example, the police neglected to convey to grounds specialists about their examination of Cho; moreover, the court fail to tell the college of their conclusion and choice. These related episodes were likewise not inputted into the National Instant Criminal Background Check System; this is the reason

Asthma Physiology - Immunopharmacology - and Treatment

Question: Talk about the Asthma Physiology, Immunopharmacology, and Treatment. Answer: Presentation Asthma includes the aggravation of the aviation routes causing impediment and bronchial hyper responsiveness. It is described by hacking and wheezing and is an aviation route constant fiery issue. In the given contextual analysis, Jessica Ainija White, a multi year old young lady was determined to have asthma. She was conceived rashly at 33 weeks of development as her mom went into untimely work. Her past clinical history demonstrated that she was determined to have regular asthma and skin inflammation. Her home life is disrupted as her sibling and father are presented to liquor, tranquilize misuse and exposed to viciousness at home. As of late, she moved to her new home in the northern rural areas of Adelaide to adore with her grandma, Greta who came back from restoration after an ongoing cerebrovascular (CVA). She had an intense clinic confirmation exacerbated of her asthma. She was amped up for her new school; be that as it may, she encountered some learning incapacities. The acco mpanying investigation manages the pathophysiology, related signs and side effects and pharmacology of Jessicas asthma. Pathophysiology of asthma The irritation of the aviation routes assumes the significant job in the pathophysiology of asthma. The intermittent hacks, brevity of breath and wheezing are showed by irritation of the different sorts of cell and numerous middle people (Melen and Pershagen 2012, pp.108-120).The profile of the cells and cell reaction is very steady in asthma. The pathophysiology of asthma in Jessica may be connected to her untimely birth. She was an untimely child as she was conceived at the thirty three weeks when her mom went into untimely work. As indicated by Bisgaard, Jensen and Bnnelykke (2012) asthma is firmly connected with the untimely children who are conceived before the thirty three weeks of incubation period when contrasted with the infants brought into the world full term. Jessicas untimely birth prompts her breathing issues as her lungs were not appropriately evolved. As indicated by Vatti and Teuber (2012) in untimely children, the lungs are juvenile and results in breathing issues i n them. There is slow narrowing of the breathing cylinders as the encompassing muscles of the aviation routes get fixed. This outcomes in quick breathing with whistling or wheezing sound as the air is constrained through the thin aviation routes. This is the explanation Jessica experienced wheezing and brevity of breath. Kids younger than five show the asthma like side effects. Jessica showed asthma like side effects before the age of three. The kids have littler aviation routes and when expanding happens because of viral contaminations squares or fixes the wind current because of expanded bodily fluid (Stocks, Hislop and Sonnappa 2013, pp.728-742). This outcomes in breathing issues in the little youngsters. The asthma essentially limits the breathing aviation routes as aggravation happens in the lungs aviation routes. Jessicas aviation routes are swollen and she is experiencing issues in relaxing. She couldn't get legitimate rest as she encountered brevity and uproarious relaxing. Allergens aggravate the aviation routes and choke the aviation routes. In addition, there is overabundance bodily fluid creation that likewise triggers the asthmatic indications. The extension of the divider linings prompts withdrawal of the bronchioles just as the pathway. Her past clinical history indicated that she had viral disease and dermatitis after the regular cold during winters. Jessica experienced dermatitis which is a gentle unfavorably susceptible skin disease that activated throughout the winter season after she had normal virus. The aggravations open the aviation routes to unfavorably susceptible reaction and triggers reactions like growing, fit and abundance bodily fluid creation (Agache et al. 2012, pp.835-846). This reaction brings about shrill wheezing sound during exhalation. Similarly, dermatitis may have caused Jessicas aviation routes to expand and trouble in relaxing. These were the early indications of asthma in Jessica prompting aggravation and breathing iss ues. Signs and side effects of asthma The asthma is portrayed by hacking, wheezing, brevity of breath and snugness in the chest (Austen and Lichtenstein 2013, pp.1-13). While breathing, Jessica made an uproarious sound and experienced brevity of breath while resting and that brought about interfered with rest. The primary indications of asthma that Jessica showed because of her sickness are constant hacking, wheezing or whistling sound while breathing and brevity of breath. She had a past clinical history of viral contaminations, regular cold and dermatitis may have added to the pathophysiology of asthma in Jessica. She additionally experienced pained or quick breathing when breathing out. The snugness in the chest is caused because of tight pulling of the skin encompassing the ribs or neck (van der Wiel et al. 2013, pp.646-657). During the winters, she experienced regular cold that had settled her chest. Continuously, the manifestations repeated giving an away from of asthma like side effects in Jessica. The whistling and shrill sound during exhalation that compounded during night is an away from of asthma in Jessica (Centers for Disease Control and Prevention 2013). The mellow skin issue like dermatitis intensified the states of asthma in Jessica. Now and again, the pet creatures are additionally a wellspring of hypersensitivity as the kids play with them. Jessicas family foundation announced that the family had pets. There are two long-haired pooches and one short-haired feline in the family. Jessica likewise helped her grandma with the pets. The pet creatures are additionally a potential wellspring of sensitivity that may have activated asthma side effects in Jessica (Huckvale, Car, Morrison and Car 2012, p.144). At the point when she was taken to the crisis office, her mom, Anne revealed that she gets in terfered with rest and frequently awakens as she had brief times of hacking and wheezing. She inhaled so hard that her midsection got sucked under her ribs because of limited relaxing. She additionally hacks at school while playing in the play area. The asthmatic side effects get intensified when she plays out her every day exercises or during physical exercise. She additionally inclined forward in a sitting position with the goal that she could relax. The previously mentioned indications like hacking, wheezing, brevity of breath and upset breathing showed as a piece of her sickness and respectably extreme asthma while she was conceded in the crisis division. Connection between pathophysiology, pharmacology and hypothesis Salbutamol is recommended to Jessica as it aids the extending of the respiratory aviation routes. At the point when it is splashed, it assists with opening the blocked air section so that there is free progression of air into the lungs (Murphy et al. 2012). This salbutamol puffs caused Jessica to inhale appropriately and is extremely useful in decently serious asthma condition. It is extremely valuable in alleviating the patient from asthma manifestations like hacking, wheezing, brevity of breath and snugness in the chest. It assists with diminishing the patient from shortness of breath; in any case, it doesn't keep the manifestations from occurring. It goes about as a moment reliever from the side effects of asthma. Jessica is endorsed breathed in salbutamol 2.5mgs six puffs three portions 20 minutes separated. Salbutamol is weight or age subordinate. Jessica gauged 20 kgs and is underneath the age of six. Thus, she requires 2.5mgs of six puffs Salbutamol by means of a nebulizer. Similarly, salbutamol calmed Jessica of her asthmatic side effects with salbutamol puffs. At whatever point she had scenes of wheezing or the aviation routes get limited and there is trouble in breathing, salbutamol is controlled with the goal that she can relax. It enormously eased her of the asthma assault (Vichyanond, Pensrichon and Kurasirikul 2012, pp.15-25). She utilizes the salbutamol through an inhaler and spacer that help in direct help and passing this into her lungs. In the given contextual investigation, Jessica was recommended salbutamol puff and spacer by the crisis office expert and managed by the enlisted attendants. With the consistent organization of salbutamol puff, she had the option to inhale appropriately. It essentially diminished the scenes of asthmatic assaults in Jessica. Step by step, she announced that her breathing is getting typical with expanded dispersing between the salbutamol portions. Another steroid named prednisolone was additionally given to Jessica as it assisted with forestalling the provocative substance discharge in the body. She is endorsed with Prednisolone 22mg as a STAT portion for the treatment of moderate asthma. It is referenced that prednisolone of 20-22 mg is given to the kids between the age of 2-5 years. The hypersensitive responses are enormously treated utilizing this medication. It is additionally useful in the counteraction and control of asthma assaults like wheezing. At the point when prednisolone is taken orally, it is assimilated into the body and passes straightforwardly into the lungs and assists with controlling the asthma assaults (Brodlie et al. 2012, pp.604-609). As it is taken orally, it will be useful for Jessica to use during venturing out or going to class. It will assist her with gaining better authority over the asthmatic assaults outside her home. Furthermore, the asthma plan including understanding instruction, release drug, activity plan and clinical follow up are likewise significant for Jessica and her family to control the scenes of asthma assault. She was likewise endorsed breathed in Ipratropium 250mcg four puffs three portions 20 minutes separated through nebulizer as it improves bronchodilation by hindering the acetylcholine activity at parasympathetic locales in smooth muscles of bronchia. Jessica was likewise endorsed high stream 02via a non-re-breather facemask with repository - SaO2to stay above 93%. At the point when she showed up at the crisis division at 0400 hours, her oxygen immersion levels were 90% on air. Thus, the specialist endorsed non-re-breather facemask with store comprises of single direction valve framework that forestalls blending of breathed out gases with new gas stream. It guarantees most elevated grouping of oxygen to Jessica rehearsed in crisis dep

Impact Analysis on Enterprise Environment-Free-Samples for Students

Question: Basically assess the Impact of Internal and External Factors on Project Management Processes and create Strategies to Implement fitting approaches. Answer: Presentation: The EEF or Enterprise Environmental Factors are powerful to the accomplishment of the task both inside and remotely. It incorporates the climate conditions, political circumstances, economic situations, government guidelines, culture, etc that has been commonly wild. It has been indispensable for the venture group to deal with the EEF viably since they effect of the tasks achievement. The report is created on the recognized effect examination of EEF. The report has assessed the inner and outer factors alongside the impact on the procedure of venture the executives. The techniques are produced for forcing the best possible course of the activities. Ultimately the report remembers the correspondence for the procedure and results to the different partners. The assessment of inner and outer components and their impact on the venture the executives forms: The EEF has been constantly followed and could be in composed organization. Anyway they are consistently in real life and not in charge of the group. The undertaking forms gets affected by the EEF and never change the EEF. Here the main exemption is the overseeing and improvement of undertaking group where the aptitudes are constructed and added to future ability of the association. The EEF inputs have been appearing as the contribution to different extra procedures. The information means the variables outside to the task that may or probably won't have the significant impact on the undertakings achievement (Chen et al., 2014). According to as the PMBOK Guide, the ecological variables have been including the accompanying. The examples of the outside EEF: The administration guidelines This has been including the highlights like the administrative guidelines and norms. For instance the specialists could be authorized to rehearse the medication on the pets and individuals. It additionally incorporates the quality guidelines like Internal Standards Organization Standards, workmanship norms and the item principles. The economic situations Here the conventional hypothesis of gracefully and request is relevant. This additionally incorporates the monetary and financial elements (Liao et al., 2015). The foundation This shows to the capital gear and offices of the associations. Further, the data innovation is likewise consolidated in the class. The outer political conditions It has been concerning the outer and interior political impacts or circumstances on the association or the task. The cases of interior EEF: The hierarchical culture The hierarchical culture alongside the procedures and structure has been affecting the techniques to control the task. The HR It shows to the present information and abilities of the representatives. Faculty organization This alludes to the rule to recruit, fire, train and the survey the exhibition of the representatives. The working approval arrangement of the association It has been characterizing the way how the exercises of the activities are being approved. The above variables can impact the techniques to control the undertakings. In hardly any circumstances this likewise incorporates the consequences of the activities. Here, for example, let the gatherings alloted to the task are at junior levels and without any aptitudes, information or experience required to complete the exercises of the undertaking. At that point it is on the task chief to understand the ecological variables of the association (Fa, 2017). In addition, they should consider and represent how they have could affect the results and administrations of the tasks. Improvement of methodologies to actualize suitable strategy: Dissecting nature: This area of the vital administration incorporates the market condition or assignments and the cultural environmental factors. The errand condition of the organization has been including the workers, providers, nearby contenders, governments and the other specific relationship of gatherings. Those powers have been straightforwardly influencing the association and furthermore getting influenced by that (Ibrahim Masud, 2016). The impacts of the cultural condition have been affecting the procedure on long-footing of the association. This incorporates the capital products, each sort of chances and frameworks. The impacts of cultural condition as per the drawn out activity of the association like the capital products and each sort of degrees and foundations. Further, the inside capacities of the association like its shortcomings and qualities are broke down by interior reviews (Potocan et al., 2016). The directors are expected to make the investigation of the business and the area or goals of the business region. Arranging bearing: This cost has been thinking about the further bearing of the organization. This shows the assurance of the total heading for the association. This incorporates its strategic the defining the plans to pick up the crucial the segment of the activity. Arranging technique: It manages the assurance of the strategies to accomplish the points. The different elective techniques are considered here frequently. For instance, the tolls of dynamic like the recreation, straight programming of game hypothesis and measurements are utilized to pick the ideal procedure. Actualizing system: As the technique is picked, each activity like assembling, HR and promoting has been adjusted in such the way that it was equipped for adding to the viable execution of the methodologies (Shuangyi, Yanan Jinsong, 2015). The control framework and data has been set in the mood for checking the exhibition and to attempt legitimate activities as important. The correspondence on the procedure of task the executives and results to different partners: The administration on the venture interchanges contains the procedures as portrayed underneath. The procedure of venture administrations Impacts on partners Recognizable proof of partners This includes deciding the partners affecting on the venture. This likewise includes the archiving the intrigue level, power, venture effect and impact. Plan correspondences This incorporates the recording of the necessities of interchanges of the partners decided in the above procedure. For arranging the venture correspondence with effectiveness any partner register is required. Aside from this, the successful arranging of the undertaking correspondence, it additionally needs the Stakeholder register and the partner the executives procedure to get created. This is to distinguish the procedure of the different partners. Circulate data The task the executives region incorporates the successful execution of the correspondence the board plan. This set forth plainly, is the procedure to execute in the correspondence necessities of the partners (Shuangyi, Yanan Jinsong, 2015). Overseeing partner desires This incorporates the utilizing of various specialized techniques, ConflictMeeting overseeing abilities and relational aptitudes. This guarantees the necessities of the interchanges of the partners get tended to. It additionally remembers the settling of different clashes for the working environment, encouraging the gatherings with the partners and making the trusts. Report Performance This includes the guaranteeing of the advancement, execution and determining of data imparted to the partners distinguished. As derived, the estimating procedures and the difference examination are the distinctive essential strategies and devices in the general procedure (Shaul Tauber, 2013). Different ones are the announcing strategies and the specialized techniques. The essential yield of the procedure of the exhibition reports. End: The principle intention of the above report has been to put accentuation on the necessities for the organizations to recognize the impact of their surroundings. This thusly has been influencing the associations on the settings of Enterprise Environmental Factors. It is seen from the above report that the business condition has been fundamentally described by the ascent in pattern of the globalization. The buyers have been becoming accustomed to the ideas of items accessible for practically mind blowing low costs. The undertaking ecological components have been the impacts both remotely and inside on the task. This includes the money related condition and corporate culture. The moral condition has been creating. Anyway the change states have appeared to the applied to the creating economies. This recommends the standards have been falling behind the ascent of industrialization for a long time to come. References: Burke, R. (2013). Venture the board: arranging and control techniques.New Jersey, USA. Chen, Y., Wang, Y., Nevo, S., Jin, J., Wang, L., Chow, W. S. (2014). IT ability and authoritative execution: the jobs of business process dexterity and ecological factors.European Journal of Information Systems,23(3), 326-342. Fa, L. N. (2017, November). Causes investigation on the genuine imperfection of big business natural responsibilityBased on the point of view of law and financial aspects. InIOP Conference Series: Earth and Environmental Science(Vol. 93, No. 1, p. 012027). IOP Publishing. Ibrahim, N., Masud, A. (2016). Directing job of pioneering direction on the connection between enterprising aptitudes, ecological components and innovative expectation: A PLS approach.Management Science Letters,6(3), 225-236. Li, F., Zhu, L. Y., Zhang, J. D., Liu, C. Y., Qu, Z. G., Xiao, M. S. (2017, January). The utilization of DEA model in big business natural execution examining. InIOP Conference Series: Earth and Environmental Science(Vol. 52,

Elevator Pitch Examples

Elevator Pitch Examples Elevator Pitch An elevator pitch is a short, highly persuasive sales pitch. The term comes from the idea that if you were in an elevator with a potential buyer, investor, or someone whom you need to convince to buy-in to your product or idea (literally or figuratively), you would need to sum up why they should support you in the time it takes to ride the elevator together. An elevator pitch should include why the product or idea is worthy or important, as well as information about the features and benefits of the product or idea. Examples of Elevator Pitch: I am Sam Bush, a landscape architect here in Atlanta, GA. I specialize in unique landscape designs for problematic areas in your landscape. With over 15 years of experience, I can find something that will grow in the least optimal conditions. I would like to have 20 minutes of your time to show some designs in my portfolio and talk with you about how Bush Landscaping can meet your needs. While I would be new to teaching at the collegiate level, I have over 20 years of experience as an educator in the K-12 setting. I graduated with a Ph.D. in Educational Administration from Vanderbilt University with a 4.0 average. My dissertation explored how education policy is implemented at the classroom level. I hold an M.Ed. in English Education and an A.B. in English Literature. I have delivered professional learning sessions for adult learners for the majority of my career in education. I am confident that I am the best candidate to meet the needs of the university as an adjunct professor in the Educational Leadership program. If you are looking for the best private school for your children, look no further than Sanford Christian Academy. At SCA, we believe in balancing a world-class education with a deep-rooted, personal religious experience. We not only nurture young minds in the classroom, but we nurture young hearts and spirits as well. All of our faculty are certified in their fields. Our student to teacher ratio is 15:1. Our extracurricular programs are second to none, and we offer a wide-range of experiences in sports, the arts, and various interest-based clubs. Contact us today for a personalized tour of Sanford Christian Academy.

The Hubble Deep Field The Most Important Image Ever Taken Movie Review

Essays on The Hubble Deep Field: The Most Important Image Ever Taken Movie Review The paper "The Hubble Deep Field: The Most Important Image Ever Taken" is a great example of a movie review on astronomy. The video entitled â€Å"The Hubble Deep Field: The Most Important Image Ever Taken† proffered pertinent issues relative to the magnanimous expanse of the universe. Each minute element is intricately related as part and parcel of what the universe is composed of. In trying to determine the scale of the universe, one was totally amazed at the visual representations provided in scaleofuniverse.com which explicitly identified the smallest scale as the quantum foam, reportedly the fabric in Einstein’s theory space-time theory where the planck length that was indicated disclosed that anything shorter than it would not make â€Å"no physical sense† (Scale of Universe). The largest scale identified was the estimated size of the universe which, according to that site, was 93 billion light-years (Scale of Universe). However, the video on the Hubble Dee p Field indicated that the estimated size of the universe is 78 billion light-years (YouTube). Both are virtually gigantic numbers that are apparently too big to be meaningful. When Tony Darenell explained that the images captured by the Hubble Space Telescope, initially in 1995 (when it hovered around the Earth for 10 days) and in 2003 (on an 11-day journey), its discovery of the Ultra Deep Field provided a grasp of the farthest space which was reported to contain an amazing 10,000 galaxies.In sum, â€Å"The Most Important Image Ever Taken† was thereby disclosed to mean that the pictures taken by the Hubble Space Telescope represent how small we truly are amidst the great expanse and scale of the universe. As such, to truly appreciate the meaning and value of the whole creation, one needs to appreciate the smallest scale possible and try to visually relate it to the largest scale learned from this video. The experience was just amazing and humbling; just to think that man, w ho could apparently perceive greatness for the ability to discover new things – ultimately discovered that a human is just 1.7 meters from a scale of 78 or 93 billion light-years of what the entire universe really is.

Efficiency of Leadership in the University

Question: Case Study: Efficiency of Leadership in the University. Answer: The present day business has changed significantly owing to the change in the structure of the marketplace along with the augmented competitiveness of the marketplace along with the change in the manner in which companies are attaining their goals and objectives through various business means. In this context, prevalence of effective leadership is also one of the most important parts of the operations of the companies in the present day scenario. Leadership in the present day business has been an important part in terms of steering the overall operations towards a particular direction. In this study, focus would be on analyzing the provided case regarding the prevailing scenario in super start university. Overview of the Case The provided case mainly discusses about the efficiency of leadership in the university which is known for building innovation and learning for people in different parts of the world. Likewise, in this research study, it can be determined that Super Star University (SSU) is one of the most notable names in terms of its scale of operations. In this case study, focus has been elaborating the leadership structure within the university through various approaches such as leadership transfer, strategic retreat on leadership and others. This has been elaborately discussed in this study in the subsequent sections. Change Process in Arts, Engineering and Environmental Science There has been certain change process that has been seen with regard to the work process of various domains of the university. Arts, engineering and environmental domain of studies of the unit has seen change of some sort in the recent years. The faculty of Arts has made certain key change in their approach of operating with the students. During a meeting in 2013, the executive dean of this department with more than 300 staff members regarding the new vision of the department. The changes were mainly proposed to be brought in performance related improvement within the workplace. A new faculty implementation plan has been introduced within the workplace towards improving the manner in which the next five years of operations of the business has called for the need of improving the teaching methods and approaches in this particular domain of study. The dean also depicted that there needs to be change in terms of the need for continuous and proper training for the staff on a continuous b asis. The changes has also been depicted within this section of the university towards changing the technique of training by focusing more on enhancing quality of teaching but nit the aspect of quantity associated with it. The report of the dean has also seek for the determination of a new strategy for recruitment towards building a promising workforce which can work towards attaining the overall goals and objectives of the university. The dean of the arts section has also voiced for raising funds the section in order to improve their research ability in the long run. The unit has proposed bring changes with regard to the internship opportunities and assure proper placements for each of the students that complete their studies in this particular stream (Anderson, 2010). There has also been significant changes in terms of the operations of the engineering, environmental sciences and the architectural domain of the unit. The executive dean of this particular domain has focused on bringing change and implementation within their work process mainly in terms of the new SSU strategy regarding curriculum and teaching approaches. There has been issues of low performance in this particular section of the university which needs to be improved in course of conducting the operations of the same in the most efficient manner altogether. Many of the staff within the workplace has made certain key recommendations regarding the manner in which people within the workplace would have been improved in terms of their performance and ability to handle the initiatives of managing the students within this particular stream of study. There has been a considerable transparency within this particular section of study section amid the people who are involved in the decision ma king regarding the approaches and techniques of the employees within the workplace. During the urgent meeting that has been held within the premises amid the supervision of the dean, it was clearly decided that there has been a lack of efficiency of the employees with regard to the operations of the engineering and architecture stream. This has been comprehended with the intention to provide a better comprehension of the direction that seeks to be followed by the management of the university in the long run. There has also been noted redundancies amid the staffs within the workplace where more than 25% of the teachers has been associated with improving their overall quality and quantity of operations within this particular section of study in a considerable way altogether. With the initiation of the concept of better transparency within the workplace, companies operating in the present day scenario have been focusing more on assuring that the flow of information is in aligned with t he goals and objectives of the overall University in the long run. It has been noted from analysis of the workplace of this particular study domain that lack of effectiveness from the end of the staff or teachers in this stream can directly influence the manner or the process of learning of the students associated with this particular stream. Hence, bringing noteworthy changes might be the only way forward to bring improvement within this particular domain of study within the University. There has been new direction ascertained for the management of the unit regarding the way forward for the entire section in the long run. However, there has been a continuous resistance to the change that has been shown by the people within the workplace. This has been justified from the fact that unit has been focusing more on the deliverance of quality products and service which can be hindered by the decision of the staffs to show their reluctance to the overall change process. There has also been dispute regarding the fair work policy of the university which has also been hindering the establishment of the new changes within the unit. It can be seen from the above study that there has been a considerable difference between the two forms of domains within the University especially in terms of the resistance that has been hindering the change implementation in the latter case. It needs to be mentioned that while bringing in the change within the arts domain the were no major hindrances or obstruction amid the staff since they were aligned with the fact that the change that has been brought into the workplace has mainly been done with the intention to assure that there has to be improvement in the manner in which the employees are contributing towards the overall growth of the students in this particular domain. In similar context, the research has been able to identify the aspect that in the engineering and architecture domain the change to be brought within the workplace has been condemned or restrained from the end of the staff. This can further be depicted as the difference between the two group or units within t he University. Sources of Resistance to Change It can be seen from the analysis of engineering, environmental and architecture domain that there has been certain aspects that has been restricting and resisting the change which are to be brought in within the workplace regarding improving the overall performance of the unit. It can be seen from the analysis that the staff in this particular section has not been quite convinced regarding the changes to be brought into the workplace and they also might have hold the opinion that the change to be brought into the workplace might not be effective in determining a better positioning for themselves within the workplace. They were also deem to be less convinced with regard to the manner in which the overall change process can contribute to their long term wellbeing. It can be seen from the facts of the provided case that there has been lack of coordination amid the people within the workplace regarding the change to be brought into the overall operations (Liu et. al. 2011). The implicat ions of the change were also not been properly communicated to the employees, which further contributed towards hindering the proper implementation of the change within the workplace. Hence, it is indeed apparent that lack of improper practice of change management process can indeed be regarded as a potential issue, which had given rise to the resistance to change within the workplace of the Universitys Engineering, architecture and environmental study domain (Cameron Green, 2015). Approach to the Change Process It can be seen from the analysis that each of the departments within the university has seek to bring certain key changes within the workplace with regard to the present strategic direction of the overall university (McCalman et. al. 2015). However, for bringing any particular change within the workplace, it is important for the management to ensure that the change is in alignment with the interest of the employees and people within the workplace. This aspect also means that a certain specific model needs to be considered while proposing or bringing in the change within the workplace. This can be justified from the fact that the use of change management model such as that of Lewin Change model can be implemented for assuring better results within the workplace with regard to the change made (Pugh, 2012). It can be seen that the change to be proposed can be segregated across various sections with the help of this particular model or framework. The first stage will include unfreezing the change to be brought into the workplace. The next stage will include communicating the pros and cons of the change into the workplace while the final stage will include implementation of the overall change to the entire work process in a considerable manner altogether (Simms, 2010). Hence, it can be determined that with this particular approach to the overall change management process, focus would be entirely on justifying the change within the workplace by depicting the interest of the same to the employees. This can be one of the key approaches through which change can be brought into the workplace with less resistance from the end of the staff or other factors associated with the overall change process (Sharma, 2006). References Anderson, D. 2010. Beyond Change Management: How to Achieve Breakthrough Results Through Conscious Change Leadership. John Wiley Sons. Cameron, E. Green, M. 2015. Making Sense of Change Management: A Complete Guide to the Models, Tools and Techniques of Organizational Change. Kogan Page Publishers. Hiatt, J. Creasey, T. J. 2003. Change Management: The People Side of Change. Prosci. Liu, X. et. al. 2011. Change Management for Semantic Web Services. Springer Science Business Media. McCalman, J. et. al. 2015. Change Management: A Guide to Effective Implementation. UK: SAGE. Pugh, L. 2012. Change Management in Information Services. Ashgate Publishing, Ltd. Simms, H. 2010. Organizational Behaviour and Change Management. Select Knowledge Limited. Sharma, R. R. 2006. Change Management. Tata McGraw-Hill Education.

Worn Path By Welty Essays (814 words) - A Worn Path

Worn Path By Welty ?A Worn Path? by Eudora Welty, is the tale of the unstoppable love and care of a grandmother for her grandchild. It tells a story of sheer determination as Phoenix Jackson makes a long journey into town to get medicine for her chronically ill grandson. She strives forward despite frequent obstacles in her way that include her own failing health and the grandchild's slim chance of survival. Phoenix Jackson is ?an old Negro woman? who continues forward over barriers that would not even be considered a hindrance for the young. This is a journey, which she has taken before, and now "the time come around? she must travel it again. She begins her journey to town on ?a bright frozen day in the early morning? in December. Phoenix Jackson is ?very old and small ?, and walks like the ?pendulum in a grandfather clock? ever so carefully with her ?thin, small cane made from an umbrella.? The description of Phoenix Jackson at the beginning of this story gives the reader a glimpse of how difficult this trip is going to be for an elderly woman such as her. The description ?Her eyes were blue with age. Her skin has a pattern all its own of numberless branching wrinkles? are indications of Phoenix Jackson's old age. She supports herself with a cane, striving not to fall with every step she takes. She wears a ?dress reaching down to her shoe tops? along with ?an equally long apron of bleached sugar sacks, with a full pocket.? This just adds to her difficulties. As she begins her journey, she talks to herself and warns "Out of my way, all you foxes, owls, beetles, jack rabbits, coons and wild animals!?Keep out from under these feet, little bob-whites?, because as she says, "I got a long way.? She is determined to go down that path despite anything that might come between her and getting the medicine for her grandson. This shows that her body may be worn out, but the attitude that she takes and desire that she has in order to get the medicine for her grandson are not. In addition, her shoelaces ?which dragged from her unlaced shoes? adds to the chance of her falling on the path. First, she has to face an uphill climb. Then, she goes downhill but soon finds herself tangled with a bush, and she does not want to rip her dress. She talks to the bush stating "Thorns, you doing your appointed work. Never want to let folks pass, no sir. Old eyes thought you was a pretty little green bush" However, she manages to free herself from the thorn bush. In addition, she faces a barbed-wire fence, which is not easy for anyone, but she gets through, again telling herself that ?she could not pay for having her arm or her leg sawed off.? At one point, she is startled by a stray dog and falls into a ditch. Eventually, a hunter and his dog happen upon her and pull her out of the ditch. He also tries to prevent her from finishing her journey. He tells her that she is too old, and even tries to scare her with his gun. At that point the man says, "you must be a hundred years old, and scared of nothing...you take my advice and stay home, and nothing will happen to you.? Not even these words from the hunter could make Phoenix give up, always getting herself out of a predicament, and having her grandson as a reason to keep going. Walking across a log with her eyes closed is another daring thing she attempts. After safely crossing she says "I wasn't as old as I thought.? She sits down to rest ?when a little boy brought her a plate with a slice of marble-cake on it.? When old Phoenix reaches ?to take it there was just her own hand in the air,? and nothing else around. Throughout the story, she exhibits signs of senility and delusions including her meeting of a scarecrow which she initially thinks is a man. When Phoenix reaches her destination, the reason for her mission is given. When she enters "the big building", evidently a medical facility, she doesn't speak and appears disoriented. A nurse recognizes her and inquires about her grandson who swallowed lye two to three years ago. She asks ?He isn't dead, is he Phoenix responds with, "No missy, he not dead, he just the same.? She tells the nurse ?he

Renaissance

In this period, which we call the Renaissance (the rebirth of interests in the arts), with its church-dominated intellectual and cultural life was transformed into a society increasingly dominated by politics, with an urban, commercial economy and lay support of education, the arts, and music. Most Renaissance theorists came to the conclusion that the main task of men in power was to maintain security and peace. Machiavelli stated that the creative force of the ruler was the key to preserving his own position and the well beings of his subjects. This was an idea agreeable with contemporary politics. Machiavelli also continued with that the ruler must be "as cunning as a fox and as ferocious as a lion" in his dealings with his subjects. Henry VII of England used his power to check the strength of the aristocracy and empower the monarch. Henry VII used his royal council for all of his matters. The council prepared laws for parliamentary ratification. The royal council dealt with real or potential aristocratic threats via a judicial offshoot, such as the court of Star Chamber. Besides the sovereignty which men held over politics, they [men] also held a strong domination over women. Men considered women as their "equity". In Castiglione's The Courtier, the wo! man was to make herself pleasing to the man. Only men could partake in the public environment. Women belonged at home. J. Lucas-Dubreton described a model household during the Renaissance as one where the first thing that the man does after their marriage is showing his wife where grain, wine, and wood are stored and where valuables are kept. He does not disclose to her any information concerning his finances. After this is completed, he prays to God that she will be a good wife who will please him. He also prays that they will have many male children. The man prays that he will have a good political standing, and that his wife will be a good housekeeper.

Modest Proposal by Jonathan Swift Essay Example | Topics and Well Written Essays - 1000 words

Modest Proposal by Jonathan Swift - Essay Example It is during this time that Swift wrote this famous article. In the article, Swift goes to great detail to propose that small babies can be used as food and nourishment. In this paper, he is seen supporting and endorsing infanticide as well as cannibalism. He meticulously describes how a baby can be prepared as a delicacy and eaten. Swift’s Modest Proposal was a satirical piece of literature that used extreme irony to critic the actions of the English landlords. Yet, through this satirical piece, he never takes time to renounce this view and leaves the reader to be the moral judge, a very dangerous thing because there is a high chance that the reader may take the ideas literally.As Gordon (59) says, irony can be very useful when presenting serious ideas becaue it stresses the importance. In this article, Swift, an Anglo-Irish priest uses extreme irony without taking caution to make sure that there are no misunderstanding (Biograpohy.com, para 2). What Swift does in this articl e is to write in an ironical way that does not explicitly point to the irony, thus making it harder for the reader to be able to detect the irony. Throughout the paper, Swift uses the persona in the article to forward the crazy idea of eating a baby. He even goes to great lengths to describe the logic behind eating a baby. For instance, he describes that since babies don’t eat much until they are about one year old, and only depend on their mother’s milk during this age, they should be kept until this age and be used as food to feed the rest of the population.

Take a position on the death penalty Assignment

Take a position on the death penalty - Assignment Example In the case of murder, it posits that the threat of death penalty will stop people from killing other people. b. Definition and consequence Capital punishment is the imposition of death penalty to those who have committed capital crimes against the state. Death as a capital punishment has many rationale as a basis as enumerated by Garry Willis in his article The Dramaturgy of Death that ranges from killing as an exclusion, killing as cleansing, killing as execration, killing to maintain social order, killing to delegitimize a former social order but the most feasible of these reasons for imposing capital punishment is killing to maintain social order (1-3). The imposition of capital punishment to maintain social order is as old as history itself beginning from Eighteenth Century B.C. in the Code of King Hammaurabi of Babylon, which codified the death penalty for 25 different crimes. The death penalty was also part of the Fourteenth Century B.C.'s Hittite Code, the Seventh Century B.C .'s Draconian Code of Athens, which made death the only punishment for all crimes, and the Fifth Century B.C.'s Roman Law of the Twelve Tablets. Death sentences were carried out by such means as crucifixion, drowning, beating to death, burning alive, and impalement (History 1). But admittedly, punishments of torture are seen as unnecessary cruelty and were forbidden by the Constitution retaining only the idea of taking the life of a criminal in a less painful manner. c. value The imposition of capital punishment to maintain social order depends on the principle of general deterrence that intimidating and threatening people with the certainty of death will make them refrain from committing crimes. Its value is thought that by imposing punishment such as death penalty through a clearly written law and sanctioned by the state, people will be deterred from committing crimes which includes murders and their acts will be shaped according to a desired behavior that will produce an efficien t society. The imposition of death penalty as an instrument of general deterrence theory against murder is also argued to depend on the premise that a man acts out of self-interest or as Beccaria would put it â€Å"the despotic spirit which is present in every man† (Beccaria, 1764, p. 94). Beccaria proposed that for deterrence to be effective, the punishment that will be meted has to be proportional according to the crime; the severest punishment to be meted to those who commit the most heinous of crimes and the minor crimes should be meted with the least painful punishment (Beccaria, 1764). II. Evaluation This theory, however, was questioned and doubted by several scholars on the field of criminal justice. Among them is Von Hentig, a former editor of the journal who dismissed the validity of death penalty as deterrence in reducing the incidence of murder. According to Von Hentig, death penalty will not work because the threat of punishment is not immediate and distant to the would-be offender. The danger presented by the punishment to the offender is perceived as remote and thus, can be readily offset by the immediate advantage of committing to the crime (1938). Von Hentig also critiqued the philosophical foundation of death penalty which is general deterrence that there are individuals who are immune from the threats of legal punishment. He cited those who are motivated by â€Å"maternal instincts, the young and women who tend to be impetuous, those motivated by ideology, the â€Å"

Human Resource Management in Canada Essay Example for Free

Human Resource Management in Canada Essay The human resource department of any company plays a significant role to the advancement of its employees as well as the increase of the company’s profits and improvement of the manner of production. Although the process of hiring employees may appear to be a simple task, the execution thereof as well as the complications and intricacies involved in the process is not that easy to counter. The job of the human resource department, according to Dessler and Cole is two-fold. First the human resource is responsible for the handling of the hiring of employees. They assess the qualifications of the employees and determine if their skills and capabilities are suited for the job that they are applying for. It is essential that the human resource adequately match the capabilities and educational attainment of the applicant as this will benefit the company in the long run. Hiring employees who cannot deliver the expectations of the company from them will not only be problematic, it will also unjustly drain the resources of the company. Another role of the human resource is to employ individuals who will meet the strategic goals of the company. Going over the qualifications of an applicant is not enough in order to complete the task of hiring. There must be a suitable position for him and the placement of this individual to such position should be made not just because of pure discretion but also in order to meet the goals of the company. There should be human resource planning in order to anticipate the future needs and demands of the company. Without this process, it will be more difficult for companies to combat the different challenges that may hamper their path to success. Having strategic goals mean evaluating the available resources of the company and the needs thereof. This is important so as to avoid the creation of redundant positions and it will also allow the employees and the management to maximize their skills and resources respectively. There are several ways and means in order to plan for the human resource needs of a company. Among these ways are the quantitative techniques for forecasting and the two qualitative techniques which are utilized for forecasting demand. Aside from setting the strategic goals of the company, there is also a need for the human resource department to go through job analysis. Through the job analysis, the people from the human resources department of a company will investigate and collect data regarding the needs of the company. Dessler and Cole have indicated six steps in order to complete the process of job analysis and they are as follows: determining the information that will be assessed, collecting background information, selecting the positions as well as the jobs that will be analyzed, collecting the available data, reviewing the information which are collected with the superiors, and developing the specifications of the job as well as the job descriptions. After the creation of a plan, recruitment and the assessment of the qualifications of the applicant, the human resource department goes through reference checking. This is very essential as the process will spill relevant information about the applicant. Once the human resource is satisfied with the qualification and the information gathered about the applicant, the latter will go through a training period. This process will show whether or not the applicant is capable of meeting the expectations from him. Orientation follows after the hiring. Through the orientation process, the newly-hired employee become knowledgeable with the do’s and dont’s in the company and for them to be fully aware of the systems and procedures. The job however of the human resource does not end in the hiring of the employee. Just like a guardian, the human resource continuously oversees the performance of the employee. Such performance will be used as the basis of the employee is entitled to a promotion or to the assignment of different tasks. Overseeing the performance of the employee is not limited to his work productivity. Other factors such as work ethics and the way the employee deals with his superiors, subordinates and other co-employees will also be assessed. The information gathered in this process may be instrumental in deciding issues which may concern the employee in the future. In addition to the task of overseeing the employees, it is also the job of the human resource to determine the ways and means to motivate employees and improve their performance. Among these methods are the appraisal and giving of additional pay or benefits to those who have exhibited excellent performance. Coming up with effective incentive plans may increase the productivity of the employees and yield to the increase in profits that employers are looking for. In the creation of such plans, the interests and needs of the employees should be taken into consideration in order to attain the greater success rate. In order to determine what the employees desire, it is important that the human resource make an effort to establish good communication relations with them. Good communication as well as the imposition of proper and fair treatment may help the company in avoiding labor cases. The human resource should take an extra effort to make sure that the employees are short changed by the company or the other way around. The human resource should make sure that the employees’ rights are not being violated. The role that the human resource undertakes is very important to the advancement of the company since they handle all matters which concern the employeesthe life blood of every company. Without the human resource, the company may face great difficulties in attaining the progress that it desires.

education Essay -- essays research papers

Learning is the act or experience of one that learns knowledge or skill acquired by instruction or study, modification of a behavioral tendency by experience (as exposure to conditioning). Education is one of the most important tools that a society possesses. The right implementation of this tool is one of the greatest ways of assuring the quality of life within a society. The ability to better ourselves, is one of the strongest inherit abilities of the human race. Without the consistent development of the human race, life would be nothing more than survival. At its most basic level of definition, education is nothing more than the teaching of ideas. The early stages of schooling instill more attitude and social skills than knowledge. The younger stages of a person's life are usually the most definable years of their lives. As the age and skill level of the student increases, more education is based upon the interest of the student. Education has its downfalls. Students are only taught what society sees fit to teach them. This ideology has an astound effect when used as controlling propaganda. If a society doesn't want students to learn about a certain period of history, then it is not taught. Children might hear stories or tales from elders, but the majority is left in ignorance. In the United States, education is a tool to succeed in life. The quality of education that a student receives depends upon many issues. One of the biggest differences in education is between publi...

Exploring Marketing with Delta Airlines as a Case Study Essay

Tedlow, Richard S. believes that the history of consumer product marketing in the United States can be divided into three phrases.1 The history of marketing will aid us in understanding the business world today and is thus useful in this essay to explore this in brief before embarking on studying Delta Airlines as a case study to approach the topic of marketing, in the context of the U.S Airline Industry. Phrase 1 is that of fragmentation and this is purely due to logistics reasons, rather than the result of any marketing strategy. This results in transportation of bulky goods from one region to another being relatively expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the 1880s and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The second phrase of unification is the rise of mass marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is possible due to firstly, the development of the railroad and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication network that lowered the cost of mass marketing products by significant perce ntages. There is a rise of standardization with advances in manufacturing technology, and it is now possible to produce in great volumes and also, in small packages. Phrase Two occurred in the period 1880s to 1950s, and during this period, brand marketing and management grew in importance. Manufacturers attempt to transform the name of his product into a kind of supername Ââ€" a brand.2 The products of this phrase not only aimed at national distribution, but also strived to attract all consumers using a single brand or product, that will be regarded as ‘standardÂ’. 1 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 19 2 Richard S. Tedlow, New and improved : the story of mass marketing in America (New York: Basic Books, 1990), p. 14 The third phrase is that of segmentation. The innovations that led to this phrase after the 1950s is made possible by radio and television advertising. There were also major changes in America culture that influenced consumer demand. Commercial advertising through television showed that certain programs appealed to certain classes of viewers. This meant that the opportunities for segmenting markets, that is, concentrating the selling appeal on one particular group of potential customers who might be defined by their age, income, and education ( known as demographics) or by their lifestyle ( known as psychographics) were greatly enhanced. 3 There is a rise in image advertising in this phrase, for example, Coca-Cola had always been “the symbol of the standard bearer of changeless, ageless Americana”.4 Commericals were no longer about characteristics of the products, but of the people portrayed as using them, and this led to the development of the “Pepsi Generation” for example. All this saw the breakdown of the whole American mass market developed in Phrase Two to spilt into numerous product categories from necessity items to up-market consumer-durables. Segmentation also occurs at the retail level. This phrase is characterized by high volume and value pricing. The key developments of the railway, telegraph, production technologies and television advertising, are external to corporations, but yet they manage to capitalize on them and turn opportunities into profits. This is how market segmentation evolved. Marketers are sensitive to changing times and they capitalize on opportunities and turn the situation around to a positive one, in terms of fulfilling the companyÂ’s objectives. This is the second proposition put up by Tedlow, that of “entrepreneurial vision”, of which risk-takers need to make investments and turn their visions into reality. 5 3 Robert D Buzzell and Jean-Louis Lecocq, “Polaroid France (S.A.),” in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977), pp. 191-213 4 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 18 5 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 21 Another important proposition put up by Tedlow is that of “managing change”. Consumer tastes and the external environment are constantly changing. Corporations have to be flexible and adapt quickly to the unstable environment facing them. Competition can come from other corporations in terms of either trying to beat the firstmover with the same strategy, or trying to change the rules.5 Tedlow proposes a fourth phrase of marketing and this is due to information technology. “Inventory, is the price of the lack of information; and the information revolution is lowering that price in the factory, in the distribution system, and at the point of sale.”6 This is the stage of “micromarketing”, which is hyper-segmentation, of possibly every customer as a component of a segment of one. Supply is able to increase due to information technology, but, at the same time, demand for micromarketing is increasing. Consumers are becoming more and more demanding and they expect to get what they want, thus there is a rise in customization. Consumer choices will increase and it is every marketerÂ’s hope to sell any potential customer precisely what they want and to ensure they get maximum satisfaction. It is no longer necessary to convince consumers to purchase the standardized products that the factory has made. However, disadvantages of micromarketing must be noted. The latter may result in an overflux of choices and consumers become confused, as differences diminish. There is also the problem of shelf space or that of the limitations of distribution. Scarce resource in the form of shelf space has to be allocated by the retailers, and thus products canÂ’t just keep increasing. I will now turn my attention to the U.S Airline industry, where marketing is a framework for airline decision-making. During the period 1979 to 1983, the deepest world recession created many problems in the U.S Airline industry. Among these were rapid expansion of fuel prices, which increased the operating costs of airlines. Slot restrictions caused by the walk-out of air traffic controllers in August 1981 also posted a problem. The U.S recession resulted in a general weakness in air traffic and yields. This 6 Richard S. Tedlow, â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993), p. 27 is an indicator that the external environment that airlines are operating in, is thoroughly unstable. Economic upturns and downturns are expected. When the Airline Deregulation Act was passed in the United States on October 1978, the airline industry is faced with overcapacity and fare wars, and it is impossible to maintain yields. But, lessons have been learnt since the last world recession for the U.S airlines. One New York analyst comments that “I have never seen an industry so well prepared for a recession.” Airlines now are sensitive to the capacity cycle and even though the industry has a number of new aircraft on the way, there are no excessive commitments for new capacity. A lot of flexibility is built into the aircraft deals and airlines have older, fully depreciated aircraft that they can either hold on to or retire, in the face of overcapacity. There are now two new weapons open to the North American majors that they did not possess in the last downturn. The first is that of the regional jet that revived the regional airline industry, and is a potential new market. The second is the low-cost airline-within-airline operations, such as Delta Express and US AirwaysÂ’ new MetroJet. The majors are able to compete with Southwest, who can ride out a recession well because of its dedication to keeping costs down and knowing its markets well.7 Delta Express, the airline-within an airline, launched in 1996, was started not only to protect the mainline carrier from increasing low-fares competition in America but also to prove to Wall Street that Delta management can be innovative and progressive as well. The Just Plane Cookies, shaped to resemble aircraft, became the signature of Delta Express. Delta Express offers lower salaries than those at the mainline, but it is launched to motivate DeltaÂ’s employees once again, after the trust factor has been broken, with the 7.5 program as an attempt to cut costs drastically during the last industry downturn. Some 65% of Delta departures from Orlando are now delta Express flights and the market is so important to Delta Express that the carrier now occupies the whole wing of a terminal at Orlando Airport. Delta Express releases the creative skills of their people and this boosts employeesÂ’ morale. Innovations are created this way as the management is able to respond immediately. The key to making Delta Express work is to define the boundaries 7 “US majors aim to break the cycle,” Airline Business, January 1999, p. 52 so that the customer differentiates between their product and that of the mainline. Delta Express operates a point-to-point service that is not part of the mainlineÂ’s network. Delta Express gains leverage from being able to offer Delta Skymiles frequent flier points. About 70% of the customer mix is leisure and Delta Express has since moved from three fares to six fares and better yield management. They introduced seasonal fares, and they constantly reassess processes to keep costs down. Keeping costs down as an airline that is a business unit of a major carrier remains a serious challenge. However, the advance seat reservation facility that Delta Express offers is a useful advantage over both MetroJet and SouthWest, but the most obvious success of Delta Express is the way it has helped revived the spirit of Delta. 8 Even though the industry remains intensely competitive now, major carriers has a route system well suited to their individual strengths, and fewer carriers are on the verge of bankruptcy, unlike the financial crisis that we saw in the 1980s and early 1990s. “All carriers are using much stronger yield management systems which allow them to offer discounts without giving away their product through ruinous price wars”, says Raymond Neidl, an analyst at ING Barrings in New York.9 The problem of ticket discounting that led to great uncertainty in airlinesÂ’ revenue forecasts as a result of deregulation, is no longer a big problem now, as a result of stronger yield management systems. With a better outlook for traffic, the prospect of low rates of capacity growth in the near future and a manageable level of new aircraft deliveries, there seems to be better times ahead. 10 Successful airlines are market-oriented airlines, who are well-led with the topmanagement setting a clear, sound and long-term strategy. The potential available markets are identified and which market segments to exploit are decided, and the whole of the corporate resources are devoted to meeting the product needs of those identified market segments. This is the application of the marketing theory. But, first of all, what is marketing? “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” 11 There is a need to differentiate 8 “Express Yourself,” Airline Business, February 1999, pp. 56-57 9 “US majors aim to break the cycle,” Airline Business, January 1999, p. 51 10 Chris Tarry, “ Time to Break the Cycle,” Airline Business, June 2000, p.94 11 U.K. Institute of Marketing, quoted in Wilmhurst (1978), p. 1 between consumer and industrial marketing. The former consists of items of a relatively low unit price and there is usually not much contact between the consumer and the producer. The latter is characterized by smaller number of buyers and unit prices are high higher and there is direct contacts between the producer and the buyer. What is being market-oriented? Marketing investigation is done to gain a thorough knowledge of the market segments that the airline is interested in going into, and areas of unsatisfie d consumersÂ’ wants and needs will surface. An airline may also consider going into a market segment where consumersÂ’ wants and needs are satisfied less than their expectations. A collection of competitorÂ’s actions is important also in this initial stage of the application of marketing theory to real-life corporations. Next, a firm needs to define its marketing strategy and this starts off with the firmÂ’s objectives, that include both corporate and social ones. The corporate mission is then established which defines the broad area of activity of which the corporation is concerned. The corporation then needs to adopt a marketing plan, that consists of what consumers want and need, competitorsÂ’ actions, the strengths and weaknesses of the corporation and the opportunities and threats posed by the external environment. Marketing communication is important to secure sales of products in particular markets and also to promote the corporate image of the firm in question. At the many stages of marketing, a corporation must make a choice between deploying its own resources or hiring services. The internal organization is important and thus the appropriate corporate management structure must be established and also the application of appropriate personnel recruitment and training policies. The external organization will consist of others not in the corporation, in the role of marketing, such as services of consultants in market research. The marketing mix is the combination of the four controllable variables, of product, price, place, promotion (the four Ps) that an organization creates to satisfy its target market. Airlines need to offer a range of products such that they are better placed due to the probability of a downturn in some markets being counter-balanced by upswings in other markets. An important reason for product and market diversification is due to “synergy”. “It is the term used to describe a situation where a firm producing several products is able to do so more effectively than a set of firms with each firm concentrating on a single item.” 12 Most airlines pursue the total market strategy, that is the attempt to provide services for significant parts of the business, leisure and freight segments. Even though this strategy gives great opportunities to airlines, there is the problem of designing products which meet the conflicting requirements of the different segments. The business market segment requires a wide route network with good interconnections and a high flight frequency, and thus costly products. High seat accessibility is required as well, but high prices are charged for this segment, due to the relative price elasticity of demand. The leisure market, on the other hand, competes based on prices and this results in price instability and very low yields, and leisure demand will only peak during only a few times a year. Its products can be offered comparatively cheaply though. However, the leisure market is potentially the largest segment of the total airline market, and its longterm prospects are better than that of the business segment. As for the freight market, an all-freight airline should concentrate on large and bulky items that are too large to fit into the lower holds of even wide-bodied passenger aircraft. Overnight delivery of urgent parcels by Federal Express, has also proved to be highly successful and passenger airlines canÂ’t compete since the proportion of their flying is done in the daytime. Frequent Flier Program(FFP) as an Airline Marketing Strategy The starting point of a successful FFP is to lay down the airlineÂ’s aims and structure first. The main goal will most likely be to increase seat sales through generating repeat business among loyal customers or attracting new customers. The FFP database can be a source of marketing information and it can be used as an additional source of revenue through the trade of FFP points with associated partners. There is also the opportunity for consumers to differentiate products in a world filled with too many consumer choices, as in TedlowÂ’s fourth marketing phrase. The program needs to be accessed regularly to adapt to constantly changing market conditions and redeveloped if necessary. Airlines should not focus too narrowly on one particular objective and risk damaging the whole scheme. Thus, they should work 12 Stephen Shaw, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985), p.16 across all their strategic aims. Every department needs to recognize the loyalty program as a key marketing tool and internal support need to be won. The FFP also needs market acceptance and thus the program structure needs to meet the expectations of the consumer, who looks to the awards and service benefits. Flexibility is important in the unstable economy, as in TedlowÂ’s proposition of “managing change”. Delta has long introduced a non-expiring policy for its miles, and Air France was the first European major to adapt this change after being influenced by its alliance with Delta. Customer service is also very important in FFP programs and quality management needs to remain under strict airline control. The elite program catering for the customer segment of frequent high-yield travellers, enable the airlines to keep their best customers. “A successful FFP must be one that is based on clear strategic goals, and that achieves a balance between them supported by an attractive program structure benchmarked against best global practice.” 13 For example, Delta has started a strategic alliance with Aeromexico, Air France and Korean Air. They call themselves “Skyteam”. The agreement outlines the formation of an enhanced marketing relationship among the carriers. SkyTeam airlines have a reciprocal frequent flyer program, extensive codesharing network and the best growth potential of any global alliance. SkyTeam With four airlines now working together to continually improve customer benefits, SkyTeam compares very favorably. SkyTeam is the first alliance built around customer needs and is currently one of the world’s top three global airline alliances. SkyTeam has strong hubs in key markets where 80 percent of the world’s traffic flies. Passengers will continue to enjoy the benefits of their home airlines while traveling on any SkyTeam airline, with more choices of flights and departure times, plus all frequent flyer program and lounge benefits. SkyTeam offers customers worldwide access, improved choice and convenience, consistent service and the ability to be recognized and rewarded for their loyalty. Immediate benefits include reciprocal frequent flyer programs, worldwide lounge access, 13 Ravindra Bhagwanani, “ Keeping the high Fliers,” Airline Business, June 2000, p. 93 and the combined network of Aeromexico, Air France, Delta and Korean Air. By yearend, benefits will include priority baggage handling, preferred seating for our elite frequent flyers and other benefits based on our extensive employee training program. Aeromexico has long been recognized as a market leader and the preferred choice in air travel for passengers in the Mexican and Latin American markets. Joining the alliance with like-minded partners allows Aeromexico to expand its international route network and better serve the needs of passengers as they travel on both business and pleasure throughout the world. Air France’s hub at Charles de Gaulle International Airport offers an extensive schedule of connecting flights to points throughout Europe, Africa, Asia and the Middle East. It is the best-positioned hub in Europe for transatlantic passengers traveling beyond a European gateway. In addition, the airport offers great potential for further capacity growth. Delta’s hub at Atlanta Hartsfield International Airport offers passengers more connections than any other airport in the world, with 1,316 daily flights to 126 destinations. Customers have access to a global network of 5,390 flights each day to 356 cities in 57 countries on Delta, Delta Express, Delta Shuttle, the Delta Connection carriers and Delta’s Worldwide Partners. Korean Air’s hub in Seoul is the best Asian hub for SkyTeam, offering service to 78 cities in Asia. Korean Air’s upcoming hub at Seoul’s new Inchon Airport will be the future leading hub in Asia and one of the few major hub airports in the world with room to expand. SkyTeam is a multi-lateral, global alliance among the four airlines. In addition, each carrier will continue to have bilateral relationships with airlines in their respective markets. SkyTeam plan to explore all synergy possibilities. SkyTeam has tremendous potential in the area of cargo. Delta and Air France have already announced a joint agreement, and plan to expand this to a multi-lateral level. This is the fulfilment of the total market strategy mentioned above, and strategic alliances enable a pool of resources together to serve more routes and consumers, especially when SkyTeam is the first alliance built around customer needs. History of Delta Airlines Delta Airlines began modestly, as a crop-dusting outfit in Monroe, Louisiana, in 1928, the first professional crop duster in the nation. Delta was founded by C.E Woolman, who headed the company for 38 years, until his death in 1966. He moved DeltaÂ’s headquarters to Atlanta in the early 1940s and that hub became the heart of its operations and ultimately the course of most of its management. Even though Delta actively opposed deregulation, it entered deregulation with a number of strengths. By growing, it has elbowed its way into the “big five.” Delta has expanded significantly in the Southeast by acquiring Citizens and Southern Airlines in 1953. It expanded north with its acquisition of Northeast in 1972. And in 1986, Delta joined the stampede to merge by acquiring Western Air Lines, hubbed in Salt Lake City. Because Delta paid its workers well and had never laid any off, it enjoyed relatively amicable labour relations and had few union contracts. That enabled it to enjoy high productivity, excellent service, and high worker morale with little turnover. DeltaÂ’s greatest asset of all was its people. While deregulation has brought the industry tremendous labour strife, labour-management relations were goos at DelataÂ’s Atlanta headquarters. In 1986, DeltaÂ’s workers dug into their pockets and bought the company a jet. A job with Delta is security for life, but DeltaÂ’s salary expenditures were high and they were saddled with the largest labour expenditures in the industry. But, Delta has been blessed with profitability, except in 1983, when it made a loss. This loss is because a market survey in 1982 revealed that Delta had acquired a reput ation for being highpriced in the new regulated environment. Hubs The question of hub-and-spoke networks has been a central issue in route planning under deregulation. Many airlines have based their planning on the idea that if they build a major hub, with large numbers of flights in and out of it, it will be very difficult for a newcomer to break in, as they will be able to match the wide network. This is the first-mover advantage in one of TedlowÂ’s propositions, not mentioned above. The limitations to this concept is that passengers prefer to take direct flights rather than those requiring intermediate stops. At Hartsfield Airport in Atlanta, Delta Airlines operates and it can claim to be the busiest single-airline hub in the world, with 600 daily departures. More than 20000 Delta passengers change planes in Atlanta each day. Each of DeltaÂ’s arriving and departing waves consists of over 50 aircraft, requiring all four runways to be used simultaneously for arrivals and then for departures. 14 DeltaÂ’s Mission Statement and Corporate Strategy Delta wants to be the “Worldwide Airline of Choice” and their strengths lies in the competitive edge of DeltaÂ’s people, customer service as the cornerstone of their company, a strong route system, outstanding operations and fleet and ethical and honest actions. DeltaÂ’s vision builds on DeltaÂ’s heritage and their vision results in sustained profitability that comes the opportunity for growth and advancement and the pride that comes from being part of an exceptional business organization. Delta has a Success Through Service training and that led to its achievement of a competitive advantage. Delta has built a legendary reputation for family-friendly, “deltastyle ” customer service. Employees are loyal and contented members of the “Delta Family”. Delta has also led the industry in customer satisfaction ratings, providing passengers with a consistent, high-quality flying experience. For example, Delta received the “2000 Grand Prix Customer Service Award”, whereby Teleperformance, a Parisbased customer relationship management company, honored Delta’s Online Customer Support Desk with the U.S. 2000 Grand Prix Customer Service Award, for superior email customer service support. Delta also took second in the T ransportation and Travel category for its telephone customer handling. DeltaÂ’s fundamental belief about service to people, customers and personnel, remains unchanged. Delta personnel treated one another as extended family and this concern is mirrored in the way Delta personnel treat customers. Delta hires at entry level, so thus, managers are able to handle problems of their staff with empathy since they have been through that before. There is a strong tradition of employment security in Delta. 14 Pat Hanlon, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996), p. 80 During economic slumps, extra staffing is redeployed into other jobs and creative options such as job sharing and voluntary personal leaves are also made available. Delta has a flat and thin management structure and engages in cross utilization and thus employees has a broader view of their company. Delta emphasizes a lot on the people side of the profit equation and thus, it has a strong compensation structure that acknowledges the people side of business and the value of experience and draws and keeps the best people on the team. Team work is inherent in Delta and everyone respects one another. There is empowerment in the job and employees are motivated to work harder and be more productive. The best measure of passenger satisfaction among U.S Airlines today is the number of complaint letters written directly to the Department of Transportation by consumers. Since 1971 when that reporting began, Delta has maintained the best overall record for passenger satisfaction of any major U.S airline per 100,000 customers boarded. “Delta knows the only way to achieve the goal of being the best and most respected airline in the world is to deliver excellent service, one customer at a time.” Importance of Information Technology Delta Airlines have exploited the challenges posed by the millenium bug to overhaul its obsolete IT infrastructure with leading-edge technology that will help achieve operational excellence and give a big boost to customer service and even contribute to revenue performance. The gate and boarding project which includes new computer systems and software, boarding documentation and procedures, is the cornerstone of the airlineÂ’s ongoing Airport Renewal program to modernize and standardized DeltaÂ’s ancient airport technology and physical plant. Not only is the system simpler but it greatly enhances DeltaÂ’s ability to recognize and regard its best customers or those needing extra attention. The system is tied to DeltaÂ’s customer database, and thus the customerÂ’s past history or possible dissatisfaction with DeltaÂ’s services could be established and corrected for in the customerÂ’s next flight. The systems greatest value will be when things go wrong and people wi ll be satisfied that they are handled well during those circumstances. Delta develops technology around process, rather than function. They have been planning and changing their technology around the customers, rather than the systems being functionally focused around reservations, airports and the Internet. Delta is ultimately interested in the “Customer Experience”. Delta cuts costs by $30 million per year, due to a standard technology infrastructure at all locations and thus expect to increase customer service significantly.15 Delta continues evaluating emerging technologies that may further increase its customer services. Conclusion As shown in DeltaÂ’s case above, Delta engages in information technology and now, they are able to focus individually on every customer, and increase their customer service and this is characterized by TedlowÂ’s fourth marketing phrase Ââ€" micromarketing. An airline is very service oriented and thus, consumers will not be confused in terms of numerous products emerging, but rather, they will be pleased by the excellent service they receive. Delta has also been a well-managed company, whereby employees are empowered and teams are used to facilitate brain-storming and everyoneÂ’s opinion is taken into consideration. Employment at the entry-level further enhances the ability to empathize with others working in other departments. Delta is also very customer-oriented and that totally encompass the marketing concept of putting customerÂ’s needs and wants first. Delta is able to compete globally and become one of the ‘big fiveÂ’ in America and has one of the busiest hubs in Atlanta. All this comes from sound marketing principles, a mission statement of being the “Worldwide Airline of Choice”, a total market strategy in the business, leisure and freight market segments. Delta has also gone into strategic alliances in SkyWest to further enhance customer service. Delta concentrated also on standardizing its operations through its technology infrastructure and this is part of TedlowÂ’s Phrase two where standardization is widespread. Delta also segments its markets into the three market segments and continues to serve its different market segments with excellent service and this is Phrase Three in what Tedlow comes up with. 15 King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999), p.16 The case on Delta has shown that focus on the customer is very important for any corporation to succeed. Management is also very important with the right corporate culture and structure instilled, and coupled with marketing strategies, can achieve a worldwide standard and accepted corporation. Bibliography Buzzell, Robert D. and Lecocq, Jean-Louis, â€Å"Polaroid France (S.A.),† in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New York:McGrawHill, 1977): 191-213 Flint, Perry, â€Å"Being last is not always the worst thing,† Air Transport World, Volume 36, Issue 9 (Cleveland, September 1999): 68-69 Hanlon, Pat, Global airlines : competition in a transnational industry, (Oxford : Butterworth Heinemann , 1996). J. Paul Peter and Donnelly, James H., Marketing Management : knowledge and skills : text, analysis, cases, plans (Homewood, IL : Irwin , 1992). Jones, Patricia and Kahaner, Larry, Say it and live it: 50 corporate mission statements that hit the mark (New York : Doubleday , 1995). King, Julia and Wallace Bob, â€Å"Corporate standards are key to Delta plan,† Computerworld, Volume 33, Issue 24 (Framingham, June 1999):16 Shaw, Stephen, Airline Marketing and Management, (Malabar : Krieger , 1988, c1985). Spechler Jay W., Managing quality in America’s most admired companies (San Francisco : Berrett-Koehler Publishers ; Norcross, Ga. : Industrial Engineeering and Management Press, Institute of Industrial Engineers , 1993). Tarry, Chris, † Time to Break the Cycle,† Airline Business, June 2000: 95-96 Tedlow, Richard S., New and improved : the story of mass marketing in America (New York: Basic Books, 1990). Tedlow, Richard S., â€Å"The fourth phase of marketing: Marketing history and the business world today,† in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London ; New York : Routledge , 1993): 8-35. Weaver, Nora and Atkinson, Tom, â€Å"Training for Success Through Service: How Delta Air Lines Does It,† in Zemke, Ron and Woods, John A., editors, Best practices in customer service (New York, N.Y. : AMACOM, 1998): 109-118

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