The Placebo Effect Is A Phenomenon Of Human Health...

The placebo effect is a phenomenon of human health improvement due to the fact that one believes in the effectiveness of certain effects, which in fact are neutral. The degree of this effect depends on the degree of human suggestibility and external circumstances of suggestion. This is therapeutic inculcation. It does not require any special skills, because criticality of consciousness can get overcome by binding instilled information to the actual object, tablet or injection. The placebo effect is a combination of a natural course of a disease, effects which arise in the diagnosis, monitoring and nonspecific medical interventions (Goldacre, 2008). The problem is that it is not known what specific effect self-hypnosis has in conjunction with medication. Also it is impossible to study of the natural history of disease without surgery, as it is absolutely unethical. Development of approaches itself is able to separate the placebo effect from pharmacologic action of any drug; that is a problem too because it is complicated. In 1785 the term placebo entered the medical lexicon and was applied to treatments that were known to be ineffective physiochemically but satisfied the patient’s desire to be treated (Wampold, 2016). The strongest factor of placebo effects is the belief of doctors and staff in medicine effect. Many experiments had been conducted, have which demonstrated a placebo effect. One of them was a textbook case for the study of effectiveness of reserpine’sShow MoreRelatedThe History Of The Placebo3353 Words   |  14 PagesThe history of the placebo The placebo, though unknown at the time, has been a fundamental part of medicine since antiquity. Simply put by Shapiro and Shapiro (who are considered influential writers in placebo research), â€Å"the history of the placebo is the history of medical practice itself, until modern times†. (Shapiro Shapiro, 1997) In their book, ‘The Powerful Placebo: From Ancient Priest to Modern Physician’, there is an extensive list of ancient medicine medicaments and procedures all ofRead MoreThe Problem Of Depression And Its Effects On The United States, Australia And The Uk Essay2283 Words   |  10 PagesDepression is a well-known mental health issue impacting a significant share of the Western population. This particular illness has become a contagious phenomenon, eliciting stigmatisation towards anyone displaying depressive behaviour. Thus, the subject is whether individuals are unknowingly, due to their cultural milieu, confusing and labelling normal notions of sadness with depression. This particular ideology can be concluded through examining the effect of the placebo in juxtaposition to anti-depressantsRead MoreEssay about Alternative Medicine4247 Words   |  17 Pagesconventional medical doctors. Alternative medicines seemingly have always existed, changing and conforming to the current climate of society. There seems to be an almost endless number of alternative medicines, each with their own method of gaining perfect health. Often people who are dissatisfied with conventional medicine turn to alternative medicine for their medical needs. Many similarities link the diverse extremities of alternative medicine. These links define alternative medicine, but also help explainRead MoreAn Analysis Of An Ethical Dilemma Using The Doing Ethics Technique Essay2122 Words   |  9 Pagesshould be removed from the criminal justice system and regulated like alcohol and tobacco. What’s going on? The drug war is responsible for hundreds of billions of wasted taxes dollars and misallocated government spending, as well as devastating human costs that far outweigh the damage caused by drugs alone. 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Dr. Gordon uses the biopsychosocial model to guide her research into how psychological factors influence health, illness, and treatment. Dr. Gordon is most likely a: A) health psychologistRead MoreModern Icu Management And Its Effects On The Treatment Rate Of Ards2073 Words   |  9 Pagesrecruitment maneuvers and salvage therapies mortality rates of ARDS still disappointing. Up to date no pharmacological intervention that proven to be beneficial and if present it serves subgroups of ARDS patients depending on the etiology and patient’s health status. But hopes still exist and researches still going to find safe and effective treatment for ARDS patients and era nowadays is directed toward multimodal approaches toward different pathologic targets. Also early intervention for cases of ARDSRead MoreStress in the 21st Century Essay2392 Words   |  10 Pagesdo, too much to worry about – was not part of the vocabulary some fifty years ago. In the 1930s the Hungarian sc ientist Hans Selye, the godfather of stress research, took an engineering concept and applied it to humans 1. Stress in general refers to force exerted on a system. In human terms however it would more correctly refer to circumstances that either threaten or are perceived to be threatening to a person’s wellbeing and consequently be taxing on their ability to cope with these circumstancesRead MoreEssay on The Tragedy of Steroids3630 Words   |  15 Pages   Ã‚   Steroids that are used by athletes are the artificial form of testosterone, a human hormone released by the body to stimulate and maintain the male sexual organs. Testosterone is called a male hormone since it is produced in men in large quantities compared to the quantity produced in women (Mishra, 1-2). Hormones that are produced by the testes and the adrenal gland in men and ovaries and adrenal gland in women contains certain kind of fat called steroids, natural ones, which means solid

Hospitality and Tourism Marketing Strategies Free Essays

string(117) " Travelodge is the one who is offering the high standard service at cheap price so the threat of substitutes is low\." 1.0 Introduction The original Travel Lodge brand was first established by its founder Scott King, in 1939 by opening the first motels in southern California. During its starting phase, it highlighted itself as a budget motel chain offering functional accommodation at lower rate than other lower chain by providing comfortable beds, free TV and room phones, carpeted floors, in-room coffee pots and pools. We will write a custom essay sample on Hospitality and Tourism Marketing Strategies or any similar topic only for you Order Now Travel Lodge is fastest growing and most recognized budget Hotel Company in the United Kingdom. Travelodge currently has 466 hotels and 32,477 rooms in the UK, Ireland and Spain. The budget hotel chain has one goal is to have 1,100 hotels in Europe with more than 100,000 rooms in 2025. With 5,714 rooms and 40 hotels in the capital, Travelodge, the fastest growing hotel chain, has taken the title of being the largest brand from the Hilton hotel in London. This company was first lunched as first budget hotel brand in the UK in 1985 and is today one of the major branded hotel companies in the united kingdom with nearly 460 hotels. This chain is employing around six thousands staffs and more than seven million people stayed there in 2010 and more than eight seven booking are being made through online. Room rated start at ?19 per night, which is attracting the huge amount of customers. Travelodge is a brand champion of consumers; focus on driving prices in the hotel industry to encourage more people to use the hotels. Low prices of the chain budget delivered by commitment to operational efficiency and low cost business model. Only this year, Travelodge will offer over ? 2,000,000 rooms at ? 29 or less. Travelodge Heathrow Central 3 star hotel is situated on the Bath Road where most big Heathrow hotels are located. It’s actually in the far east of the airport perimeter which is about 2 miles from terminals 1, 2 and 3 in the central area and terminal 4 in the southeast corner of the airport. This situation is actually quite convenient for the West London / Central London as the right side of the A4 London airport. A normal journey by car / taxi in west London takes about 20 minutes and 30-40 minutes to central areas. This location travel lodge was established in 2008 with the aim of providing budget priced accommodation in the Heathrow area. There is licensed bar cafe where breakfast, lunch, snack, dinner and drinks can be purchased within the hotel. 1.1 Porter 5 forces analysis of Travelodge Michael E. Porter of Harvard Business School developed a five forces framework for industry analysis and business marketing strategy development in 1979, which was aimed to increase the overall industry profitability. As stated by porter (1980) â€Å"there are five forces that determine industry attractiveness and long-run industry profitability†. These five competitive forces are: The threat of entry of new competitors (new entrants) The threat of substitutes The bargaining power of buyers The bargaining power of suppliers The degree of rivalry between existing competitors This forces and their rivalry can be best understood by the following diagram: Source: Porter (1980) Force 1: The degree of rivalry The intensity of the rivalry, which is the most obvious of the five forces in an industry, helps determine the extent to which the value created by an industry that is dissipated through the head to head competition. The most valuable contribution of Porter’s five forces in the context of this problem may be its suggestion that rivalry, while important, is just one of several forces that determine industry attractiveness. The degree of rivalry is very high because Heathrow area is the busiest area where around 50 star hotels are operating among them 16 hotels are 3 stars so, but Travelodge is competing with them with its cheapest budget 3 star hotel with high standard infrastructure and service. Premier inn is the one of the largest competitor having more rooms and facilities more than but Travelodge low price strategy and global largest chain playing the great role. Force2: The threat of entry Potential and existing competitors influence average industry profitability. Unless the entry of new firm is barred, the rate of profit will fall towards its competitive level. The threat of entry rather than actual entry might be sufficient to make sure that established firm constrains their price to the competitive level. By contrast, existing entry barriers whenever difficult or not economical feasible for an outsider to replicate the position of incumbents (Porter, 1980; Sanderson, 1998). Threat of new entry is low as brands are very important in the hospitality industry. Travelodge use its name from a strong brand to attract new customers and retain old ones. Moreover, an economy of scale is also a very important factor inthis industry. The profitability of Travelodge is higher than the individual operations. A new entrant cannot compete with established players in terms of quality and price if they can achieve economies of scale. Being Travelodge, a capital intensive industry with a lot of it, tied in fixed costs, makes entry to most difficult. Protection of the Government for the tourism sector is very high and this in turn blends into the hotel industry and it is thus attractive industry in general. Force3: The threat of substitutes A threat of substitutes exists if there are alternative products with lower prices of better performance parameters for the same purpose. They could potentially attract a significant proportion of market volume and hence reduce the potential sales volume for existing industries. This category also relates to complementary products. The main substitutes for the hotel industry are camping and recreational vehicles for tourists, corporate guest houses for business travellers and other informal means of accommodation with family and friends. Compared to the hospitality industry, these are much cheaper alternatives, so their prices very high values and switching costs very low. This makes the attractiveness of the industry in terms of substitutes, low. But, Travelodge is the one who is offering the high standard service at cheap price so the threat of substitutes is low. You read "Hospitality and Tourism Marketing Strategies" in category "Essay examples" Force4: Buyer’s power The most important factors affecting the purchasing power are the size and concentration of customers. Other factors, the extent to which buyers are informed and concentration or diversity of competitors. Kippenberger (1998) states that â€Å"it is often useful to distinguish the potential buyer in the purchasing power of desire or incentive to use that power, readiness, which comes mainly from the risk of failure, associated with its use. As far as the cheap price accommodation, there is low buyer’s power in case of Travelodge. Travelodge has numerous customers who are relatively very small in size. Loss of a single customer has little impact on it and finally this drives down the buyers bargaining power. Likewise buyer’s threat of backward integration is almost impossible and so is the company threat is forward integration. Force5: suppliers’ power The term suppliers include all the sources for inputs that are needed in order to provide goods or services. Basically the key suppliers of the hotel industries are; labour suppliers and real estate suppliers. All the suppliers in the market are defined as customers’ suppliers those who supply customers like travel agents, airlines companies, and other organisations where as property owners, infrastructure suppliers and housing and decoration are real state suppliers. Beside that labour suppliers have also key role to the company. Overall, supplier power is low as customers suppliers is low as it is the budget chain hotel and get customers from its chain hotels along that its cheap accommodation is also the main customer attractiveness. About the labour suppliers they have also moderate power because of the huge number of labour suppliers so they is big competition between the suppliers, on the other hand due to the national legal policy, minimum wages has to be paid so unlike other countries, this company can’t hire the labour less than minimum wages. The number of suppliers for the hotel industry is quite large and each supplier is very small compared to the leading players in the industry. Few powerful players are essential to the suppliers. Substitutability suppliers are also quite possible and affordable. Switching between estate agents is not going to affect significantly the company’s hotel. However, in terms of quality, training centres for workers and producers who provide ICT systems that for property management are relatively difficult to replace. Therefore, in terms of attractiveness of alternative suppliers of the industry is moderately high. 1.2 Porter 3 generic strategies Porter’s generic strategy matrix, which emphasise the costs leadership, differentiation and focus based on three options for businesses, has dominated competitive firms strategy since Generic strategies were first presented in two books by Professor Michael Porter of the Harvard Business School (Porter, 1980, 1985). According to this model, a company can choose how to compete on the basis of match between the type of competitive advantage and objective market as the main determinants of choice. Porter, generic strategy typology remains a most notably in the strategic management literature. A business can maximize performance either by striving to be the low cost producer in an industry or by differentiating their line of products or services from other companies; either of these two approaches can be accompanied by a focus of organizing efforts in a particular segment market. Travelodge business purpose is to provide its service for everyone by delivering low cost and maximum value for money accommodation to all customers and highly attractive, efficient and convenient stop-overs or stay-overs. Its overall strategy is cost leadership, this can be realised by its offer room starting from ?19, where as its more than 80% internet booking playing a key role to minimise its operational cost, as a result it has been possible to become cost leadership. 1.3 Value chain analysis of Travelodge The value chain is a systematic approach to examining the development of competitive advantage. It was created by M. E. Porter in his book, Competitive Advantage (1980). The chain consists of a series of activities that create and build value. They culminate in the total value delivered by an organisation. The ‘margin’ depicted in the diagram is the same as added value. The organisation is split into ‘primary activities’ and ‘support activities. Primary Activities Inbound Logistics Activities related to receiving the materials from the supplier, storing them externally sourced materials and handling them within the firm where goods are received from a company’s suppliers and are stored until they are needed on the production/assembly line is called inbound logistics. Travelodge ensures the right components are delivered to the right manufacturing point at the right time and they appoint their right supplier in time with certain terms and conditions, therefore the inbound logistics is good. Operations This section includes all the activities concern with the production of products and services. In case of Travelodge, it has been divided into three sections as reception, room service and food service. Its food service is delivered thorough its restaurant, it has its own business, there is no connection with residence and food like others star hotel. As far as the customers complaints found in blog, most of them are related to cleaning and security, so Travelodge is operation is not so good it’s just moderate. Outbound Logistics The goods are now finished, and they need to be sent along the supply chain to wholesalers, retailers or the final consumer. These are all the activities related to distributing the final product or service to the customers. Travelodge has its unique outbound logistic system where they get customer from its travel agents, its own branches and its cheapest budget hotel policy. Because of its good outbound logistics system, travel is the one of the hotel chain, which didn’t suffer of last economic downturn. Marketing and Sales In true customer orientated fashion, at this stage the organisation prepares the offering to meet the needs of targeted customers. This area focuses strongly upon marketing communications and the promotions mix. In Travelodge, this area essentially analyses the needs and desires of customers and its responsible for creating awareness among the target group about the company products and services. Travelodge is using the marketing communication like advertising, sales promotion and cheapest budget hotel strategy to attract the customers to their products. By analysis its marketing and sales, it seem to be at good position, their e-marketing is excellent because of that Travelodge is saving its huge amount of money in advertising. Travelodge subsidiaries are in throughout the world so it marketing of any part of the world to some extent affects company popularity. Recently, Travelodge has an advertising agreement with Google which is expected to enhance the sales. The new strategy has been created to differentiate Travelodge from competitors in hotel sector and to move its marketing focus beyond its cheap price. New campaign the Sleep Tight will be a collection of cuddly toy animals going under the name Mr Sleep and the Z Squad. The marketing team is doing whatever is necessary to ensure a good night’s sleep and the first advertisement lunched on first may 2010. Travelodge launched a new TV advert in February 2011, featuring its famous Mr Sleep and his pal Big Ted. The 30 second TV ad featured the two teddy bears travelling around the UK, staying at various Travelodge hotels. Service This includes all areas of service such as installation, after-sales service, complaints handling, training and so on. There is often required to provide services like pre-installation or after-sales service before or after the sale of the products or service. Travelodge is mostly focusing on its pre-installation service and less effort on after sales service so they are not handling their customer complaints. Support Activities Procurement This function is responsible for all purchasing of goods, services and materials. The aim is to secure the lowest possible price for purchases of the highest possible quality. They will be responsible for outsourcing and purchasing using IT and web-based technologies to achieve procurement aims. Procurement activities are running through a system, like purchasing goods is being done by the competition between the suppliers and IT infrastructure contact with big IT companies. Technology Development Technology is an important source of competitive advantage in Travelodge by using them to innovate to reduce costs and to protect and sustain competitive advantage. This could include production technology, Internet marketing activities, lean manufacturing, Customer Relationship Management (CRM), and many other technological developments. Travelodge is very good for using latest and modern mainly internet technology. Human Resource Management (HRM) Employees are an expensive and vital resource. An organisation would manage recruitment and s election, training and development, and rewards and remuneration. The mission and objectives of the organisation would be driving force behind the HRM strategy. Travelodge has its own HR department where all recruitment selection, training and rewarding system are being done. For cleaning service, Travelodge has a contract with other outside cleaning companies with certain terms and conditions and is supervising their works. Firm Infrastructure This activity includes and is driven by corporate or strategic planning. Travelodge uses the Management Information System (MIS) and other mechanisms for planning and control such as the accounting department, finance and corporate strategy which make Travelodge’s better company infrastructure. 2.1 Boston Box Matrix analysis The Boston box is a classic tool of strategic planning and was developed in the early 1970s by Bruce Henderson. Matrix provides a useful tool for analysing an organisation’s portfolio of business units, product lines, offerings or activities. It helps businesses to identify which products to invest in and which not to invest in depending on their relative market share and the growth rate of the markets they serve. Using the BCG Box, a company classifies all its strategic business units according to two dimensions as horizontal axis; relative market share this serves as measure strength in the market this provides a measure of market attractiveness. Residential rooms are the product of Travelodge, by selling them it has been running its business and now it steps to the stage where company is getting a good profit and investing to expand its service. By dividing the matrix into four areas, four types of units can be distinguished: Stars – Stars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their growth will slow and, assuming they maintain their relative market share, will become cash cows. Cash Cows – Cash cows are low-growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment. They need to be managed for continued profit – so that they continue to generate the strong cash flows that the company needs for its Stars. Question marks – Question marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow market share at the expense of more powerful competitors. Management have to think hard about â€Å"question marks† – which ones should they invest inWhich ones should they allow to fail or shrink? Dogs – Unsurprisingly, the term dogs refers to businesses or products that have low relative share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in. As Travelodge has high market share with a slow-growing industry and these units typically generating cash in excess of the amount of cash needed to maintain the business therefore falls on cash cow business strategic units. This company is running more than 30 years and successful business in UK hotel industry with relatively little need for investment. 2.3 Product life cycle The life of a product is the period over which it appeals to customers. The sales performance of any product rises from nothing when the product is introduced to the market reaches a peak and then declines to nothing again. With respect to the revenues generated by a product over a period of time, there are various stages that are achieved by any product. This is called a product’s life cycle. A product life cycle mainly consists of below mentioned four stages. Product life cycle Source: Graham R. Massey, (1999) Introduction Stage At the Introduction Stage market size and growth is slight. It is possible that substantial research and development costs have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, undergo launch promotion and set up distribution channels. It is highly unlikely that companies will make profits on products at the Introduction Stage. Products at this stage have to be carefully monitored to ensure that they start to grow. Otherwise, the best option may be to withdraw or end the product. Travelodge created product awareness develop a market for the product. No profits were made when it was at introduction stage as development costs have not yet been covered. It took a substantial amount of time to catch on in the market before they enter their growth phases. Growth Stage The Growth Stage is characterised by rapid growth in sales and profits. Profits arise due to an increase in output economies of scale and possibly better prices. At this stage, it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the market. Accordingly, significant promotional resources are traditionally invested in products that are firmly in the Growth Stage. After the year of 2000, Travelodge is considered in growth stage, when it was expanding throughout UK and they were investing their profit to open new hotels. Maturity Stage Currently Travelodge is in maturity stage, maturity Stage is, perhaps, the most common stage for all markets. It is in this stage that competition is most intense as companies fight to maintain their market share. Here, both marketing and finance become key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors. The Maturity Stage is the time when most profit is earned by the market as a whole. Any expenditure on research and development is likely to be restricted to product modification and improvement and perhaps to improve production efficiency and quality. Decline Stage Travelodge is expected to be in maturity stage after some decades when its market is shrinking, reducing the overall amount of profit that can be shared amongst the remaining competitors. At this stage, great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer production to a cheaper facility, sell the product into other, cheaper markets. Care should be taken to control the amount of stocks of the product. Ultimately, depending on whether the product remains profitable, a company may decide to end the product. As travel was established before more than 25 years and it has more than 460 hotels in United Kingdom, it is making a good profit and one of the established budget hotel therefore it is in the maturity stage in the life cycle. 2.3 Market segmentation Segmentation is the term given to the grouping of customers with similar needs by a number of different variables. Once this has been done, segments can be targeted by a number of targeting strategies. Based on Travelodge business goal, competition and customers, they have divided their market into four segments business, leisure, group, and other as described below: Business Travellers Business travellers represent a large portion of lodging demand in many market areas. Travelodge include people travelling on business representing commercial, industrial and governmental organizations. It is important to understand why business travellers are visiting the market area and how many room nights they generate. Reasons for visiting a particular area might include conducting business with a company recruiting, training, management meetings calling on multiple businesses and stopping over between destinations. Leisure Travellers Leisure travellers may visit an area for a vacation, to attend sporting or social events, to shop, or to visit friends and relatives. They might be staying over simply because they are travelling to other destinations. Leisure travellers may be individuals, couples, families, or small groups. Travellers visiting hospitals and universities are typically included in this market segment. Leisure room demand is often seasonal. In larger, Travelodge more urban market areas, leisure room demand may be limited to weekends, summer months and holiday periods. Group Meeting Travellers For Travelodge, group market consists of both leisure and business travellers but due to the size of meeting or gathering hall they limited this segment as small group meeting travellers. Leisure groups include bus tours, school activities, athletic events, etc. Tour groups are often brought to an area for sightseeing and attending special events. Local attractions that appeal to leisure tour groups may have records of the numbers and names of tour operators who have visited their attractions. Business group meetings are typically associated with board meetings, training programs, seminars, trade shows, and other gatherings. Often the sponsoring organization will be from the local area. Out-of-town organizations may use logical meeting facilities because they often rotate the sites of their regional meetings. Information on the group meeting market can be obtained through state chapters Other Travellers Various lodging customers cannot be classified under the categories of business, leisure, or group. These travellers may include construction workers, truckers, utility crews and others. Activity at local truck stops, distribution centres, long term construction projects and other sources of demand could help you estimate the significance of this market segment. 3.1 Creating and Developing Customer loyalty Generally, customer loyalty can be defined making customers feel that they are the company’s number one priority. Competitive advantage can be achieved through customer loyalty. This is the way to gain the best kind of customers, repeat customers. Repeat customers tend to spend more money and provide the best personal advertising. Customers feel customer loyalty when they consistently purchase a certain product or brand over an extended period of time. As an example, many customers stick to a certain travel operator due to the positive experiences they have had with their products and services. In Travelodge, customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. This company believes that the individual market segments should be targeted in terms of developing customer loyalty. The Customer Loyalty Grid is helpful to understand customer loyalty better. This grid is divided into four zones, as shown in the diagram below: Zone 1: The Zone of Indifference Zone of indifference includes those services which are unstated but expected. Literally, this includes all those customer needs and wants that are basic to fulfilling the contract between you and them. For example, customers expect to be treated with courtesy and respect, and would probably be puzzled and maybe even insulted if customer asked them if this was a need. It of course is, and if don’t meet this need; it will cause dissatisfaction for example sometimes travel lodge cleaning service and infrastructure are criticised by the customer. If you meet this basic and obvious need, the best you can hope for is indifference. Zone 2: The Zone of Satisfaction This is where your customer actually tells what is important to them. Meeting a customer’s needs here will cause satisfaction, whereas not meeting them will cause huge dissatisfaction. For example, Travelodge advertise that it has offer room for ?19 per night, customer think that if even they don’t book before, it not going to hogh price for the room but sometime it is, this cause a customer dissatisfaction. It is an expectation, simply because other organizations that the customer deals with provide this benefit. Zone 3: The Zone of Delight This is where your customer hopes for something, asks for it, but really does not expect to provide it. This is opportunity to provide something beyond their expectations and by so doing will create delight. For example, a customer might ask for something that is usually available only in a premium priced product. Not providing it will unlikely cause dissatisfaction. Therefore this is an area for particular attention in building a loyal customer base. This area is not seem to be good at Travelodge. Zone 4: The Zone of Loyalty This is an area where hotel expertise in whatever product or service you provide and the customer’s lack of knowledge can really give back. Providing benefits above and beyond what the customer is even aware of can create a loyal customer. This requires you to be really proactive in suggesting to customers new innovations that they can really benefit from. Many customers will be even willing to pay extra for this. In case of Travelodge, it is very careful about the hidden cost of hotel so tries to offer like welcome drinks, some gift for celebrating birthday customer. At Travelodge, Customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. If this company be careful about all the zone of matrix then of it will create and develop best customer loyalty than currently. 3.2 Network and relationship marketing Network and Relationship Marketing has evolved as a strategic marketing approach which is oriented towards attaining long-term profitability and value creation by interactions and mutual exchange among customers, suppliers and other stakeholders. It is also can be adopted to enhance the competitiveness and profitability of a value delivery network (supply chain). Better integration and shared mutual values can be developed through relationship marketing across value delivery network. Network marketing is commonly known as multi-level marketing. It is part of the direct selling industry and is run as a business-distribution model that allows a parent company to market its products directly to consumers through a large network of distributors and consumers, thereby bypassing the middleman. Travelodge is mainly focus on relationship marketing, they have a customer record keeping system so they treat regular customer specially. They are promoting relationship marketing by developing the good relationship. 3.3 Viral and Guerrilla marketing Guerrilla Marketing is an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically. Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of video clips, interactive Flash games, images, or even text messages. As travel is considered itself as a largest budget hotel in UK and investing millions of pound on marketing so Travelodge don’t think about adopting Guerrilla marketing. But talking about viral marketing Travelodge is to some extent using if we see internet we can see many images and video clips about the service and infrastructures. Viral marketing is the Travelodge authorised company strategy as well but guerrilla marketing is not Travelodge policy. References Porter, M.E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors , Free Press, New York, 1980. Sanderson, S. (1998) New approaches to strategy: new ways of thinking for the millennium, Management Decision, Vol. 36 issue 1, pp.9-13. Graham R. Massey, (1999) â€Å"Product evolution: a Darwinian or Lamarckian phenomenon?†, Journal of Product Brand Management, Vol. 8 Iss: 4, pp.301 – 318 Howard, Theresa (2005). â€Å"USAToday: Viral advertising spreads through marketing plans†. USA Today. Fornell, C. and Wernerfet, B. (1987) â€Å"Defensive marketing strategy by customer complaint management : a theoretical analysis†, Journal of Marketing Moloney, Chris X. (2006) â€Å"Winning Your Customer’s Loyalty: The Best Tools, Techniques and Practices† AMA Workshop Event(s). Misc. materials distributed related to event(s). Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica. (1999). â€Å"Principles of Marketing† 2nd ed. Prentice Hall Europe McKenna, R. (1991) â€Å"Marketing is Everything†, Harvard Business Review, Jan-Feb, 1991, pp 65–70 How to cite Hospitality and Tourism Marketing Strategies, Essay examples

Application of ANT in Computing

Question: 1. Collect, analyse, present and comment upon business data. 2. Identify the relationship between computer hardware and software. 3. Describe the most common types of software programmes and explain how they may be used to enhance management functions. Answer: Introduction This essay discusses the computing news stories and analyses them by Actor Network Theory. In each news story which is in some or the other way related to computers news there are at least two actants (it could be more than two). Actant is any specialists; it could be a group or an individual who can relate or split with other specialists. Actants go into organized affiliations, which in turn characterize them, designate them, and furnish them with subjectivity, activity, substance, and expectation, and. Also, actants are considered foundationally vague, with no from the earlier substance, and it is through the systems in which they relate that actants infer their inclination (Callon 2012). Moreover, actants themselves create as systems. Actants are blends of representatively contributed equipment, personalities, relations, and engravings, systems prepared to do settling inside other differing systems. This essay aims to identify all different actants that exists in referred computing news story, and how these actants depend on each other. Also, this essay will cover when an Actant acts on another Actant, how does this change/modify the behavior of the Actant being acted upon. In this essay, we will argue on the network perception, in a more precise way it could be said as, the ANT (actor network theory) aims to heighten the understanding of network composition as well as its growth throughout the information system organization (Callon 2012). Actor Network Theory The Actor-Network Theory also called the human science of interpretation is a socio-technological determinism initially created by Science Technology Study researchers as an endeavor to comprehend the procedures of development and information development in science and technology. The hypothesis is an undeniably compelling, yet profoundly challenged in its methodology to comprehend people and their communications with non-human items. ANT is a theory which considers the whole thing as actors or actants and defines the associations amongst those actants or entities, originally developed in the fields of anthropology sociology. Act on Humans This theory states that there is no difference amongst non-human entity and human entity on the ontological ground. ANT identifies that non-human actants plays a substantial part in the network and are not completely controlled by human actants; however data framework investigators must not misappropriate it by assuming that non-human actants are of much importance in compare to human actants as this prompts techno-determinism which is completely contradictory to ANT. Act on Material Environment ANT doesnt usually explains the existence of any network, in fact is more interested in the infrastructure of actor-networks, how the network has been formed and how can they fall apart. Act on Cultures In numerous information systems reading ANT has been utilized to research on stability of network and henceforth adoption of the technology however as we perceive dynamic quality and complex of the systems, it could be perceived that instead of stabilization, closure and alignment, the keywords have now been changed to inconsistencies, ambiguities, multiplicities and ambivalence. Understanding the new era is not about closure and stabilization. Instead, it is about more specially appointed performances. Analysis Using Actor Network Theory (ANT) Computing News Story 1 The computing news story which has been referred here focuses on Digital baby projects aim, a digital actant, which states that Can Computer see like a human baby? In a more elaborative way it could be said as Is it possible for a computer to learn things by seeing and interact with its surrounding accordingly? (Jeremy 2016). The primary actant in this story is human actant as it is the main source of information that has to be perceived by artificial intelligence which is secondary actant here i.e. Digital actant. Here Digital actant is completely dependent upon the human actant. Artificial Intelligence is aiming to recognize the computers vision, a digital actant, of fuzzy or partial images of objects such as horses, eagles, airplanes etc. in comparison to the human actant. Expectedly, brains of human evidenced much better than a computer at identifyingthese minimalimages even as they became minor and harder to recognize. However while comparing both actants digital and human, it found clues that computer vision algorithms could be improved, and artificial intelligence may learn to understand theworld the way a growing human does since its birth. Humans brain uses some building block feature to identify fuzzy or small images while the computer does not use any such feature. The study shows that human recognition is both distinct and better as compared to artificial intelligence algorithms. Online workers act as the software actants as the story needed more than 14000 participants and it was impossible to bring all of them to the lab. Hence human actants depended upon a software actant i.e. Amazon Mechanical Turk to complete the experiment (Jeremy 2016). On the scale of culture At the cultural scale, the story identifies how the computer vision algorithms and human brain decode the images. This new digital actant i.e. decoding of images showed unexpected fall in the reorganization of images by the human brain. When previously compared computer algorithms did worse than the human brain but when the images were made fuzzy or small, there was not much of the recognition gap. Computing News Story 2 This computing news story which has been referred is about an application DetectEarthquake, a software actant that uses GPS sensors, another software actant for the detection of earthquakes, a cultural actant, and evaluates their location magnitude in real time (Patel 2016). This software technology possibly will lead to a compact worldwide seismic system, a structural actant, which could warn individuals about the epicenter of the earthquake so that they could get some time to reach to some safe spot. The dependant actant here found to be is US Geological Survey Group, A human actant which acts upon the data from the network, a software actant, which are ten to hundred seismic stations spaced kilometers apart. GPS acceleration meters that could take consistent estimations at a specific area can likewise distinguish long haul ground development at a geographical shortcoming that, with a sudden arrival of developed strengths, results in a seismic tremor (Patel 2016). Cultural Scale At the scale of culture, the story identifies how the smartphone network will use the sensors in different countries worldwide. In the countries like Nepal or Haiti where no seismic network is available but are present billions of smart phones, this phenomenon could result in low cost system to warn the people about the earthquake and save lives as much as possible. Knowledge Scale At the scale of knowledge administration, this story comprises of a clever algorithm that can distinguish between earthquake shakes and activity of human. This is done by recognizing the amplitude and frequency of the accelerometer indications. Enhancing Management The use of digital baby project could help the hardware and software actants in future. For ex- Someday higher computers could empower Cortana Siri, essential partners in individuals tablets and cell phones, to perceive or social co-operations or human expressions. Several other technologies could also be empowered such as hardware actants ex flying drones or self-driving cars improving them ready to perceive their general surroundings. For instance, driverless auto specialists have been endeavoring to enhance the PC vision calculations that empower robot autos to perceive rapidly walkers, autos, and different articles out and about. Issues raised by Contemporary Computing It needs a large number of networks to determine the quakes which might not be present at every location. So it will not work at every location. Also, still there are many bugs that are present with the application and it has very less no.of users. Big Data generation is the primary issue with this application. As the application has to maintain the complete data of the earth it requires large volume space and the retrieval speed will be slow because of this. Hence to handle extra bytes of information parallel processing will be required along with new analytics algorithm. Human behavior is affected most by these modern gadgets as it increases the dependency on a very high level. Contemporary Computing is counterproductive but more like eating in excess which hinders progress and advancement. It causes peoples neural filters to decay when doing several things at once. However there are many good sides to it as communication is necessary for judgement, organization, and planning. It is required for processing information. Exchange of feedback is one of the most desired reasons to have contemporary computing in our daily life. Also without it, it would be impossible to manage global operations. Conclusion As discussed in the introduction part this essay had researched upon latest computing news stories and had analyzed them using actor-network theory. It could be concluded that any actant doesnt have its own value unless it is being acted upon by some other actant or it acts on some other actant. All the actants found in these two stories were somehow connected to one another. No actant has a value unless it acts on other actant or acted upon by another. GPS sensors in news story 2 would have no value if they dont have an actant to evaluate magnitude and location. Similarly other actants are in some or the other way acting on each other. In this essay it has been contended that data frameworks is a socio-specialized order including both non-human as well as human actants, and that data frameworks usage are complicate exercises unavoidably including some type of technical development. It has been additionally contended that oversimplified perspectives of how data frameworks are manufactured, actualized and utilized regularly disguise vital communications amidst non-human human actants thus does not give an exact finish picture of what has happened. Actor Network Theory approach dodges the necessity to consider the technical and the social, hence non-human actants and human actants, in various techniques. Emphasizing by what means the non-human human actants included in socio-specialized circumstances. References Jeremy, H., 2016, Digital Baby Project's Aim: Computers That See Like Humans, available: https://spectrum.ieee.org/tech-talk/computing/software/digital-baby-project-aims-for-computers-to-see-like-humans. Patel, P., 2016, New App Could Improve Earthquake Warning Using GPS, available: https://spectrum.ieee.org/tech-talk/consumer-electronics/gadgets/new-app-could-improve-earthquake-warning-using-gps Callon, M., 2012, Some Elements of a Sociology of Translation:Domestication of the Scallops and the Fishermen of St. Brieuc Bay. In Power, Action, and Belief: A New Sociology of Knowledge? edited by J. Law. London: Routledge Kegan Paul. Latour, B., 2007, Science in Action: How to Follow Scientists and Engineers through Society. Cambridge, MA: Harvard University Press. Latour, B., 2013, Aramis, or the love of technology. Cambridge, Mass. and London: Harvard University Press. Latour, B., 2009, Pandoras Hope. An Essay on the Reality of Science Studies. Cambridge, Mass. and London: Harvard University Press. Latour, B., 2015, Reassembling the social. An introduction to Actor-Network Theory. Oxford: Oxford University Press. Law, J., 2012, Notes on the Theory of Actor-Network: Ordering, Strategy and Heterogeneity. Systems Practice 5:37993. Law, J., and Hassard, H., 2009, Actor-Network Theory and after. Oxford: Blackwell Publishing. Mol, A, 2012, The Body Multiple: Ontology in Medical Practice. Durham: Duke University Press. Czarniawska, B., 2014, On time, space and action nets, in Organization 11 (6): 773-791. Gabriel, M., and Jacobs, K., 2008, The Post-Social Turn: Challenges for Housing Research, in Housing Studies, 23(4): 527-540. Bijker, W.E., and Law, J., 2012, Shaping Technology, Building Society: Studies in Sociotechnical Change. Cambridge, Mass.: MIT Press.

Reflection on Making a Rindik

A rindik is a Balinese musical instrument that is made from bamboo. Rice farmers developed the instrument during the early years of the 20th century. A rindik is a traditional instrument whose bars are tuned in order to produce humming sounds of different pitches. To play the rindik, one requires high concentration and playing skills that take several years to master.Advertising We will write a custom essay sample on Reflection on Making a Rindik specifically for you for only $16.05 $11/page Learn More This instrument is one of the most complex because of the level of skills needed to construct and play it. The bars of the rindik are adjusted in order to change the sound to the required tone. The class project involved constructing a rindik from bamboo sticks. Event though we encountered several obstacles during the course of the project, we successfully completed the project in time. The class project involved making a rindik, a Balinese instrument made from bamboo. The project involved the cooperation of three students: Sarah, Tiffany, and me. Our task was to collect bamboo materials from the forest and make a rindik from those materials. Emma and would use the instrument later for their project. We started the project by determining the materials we needed, and their specific measurements. We acquired a rindik and disassembled it into its constituent parts. We measured the dimensions of each of the parts and recorded the measurements on a notebook. For example, we measured the dimensions of all the keys and bars. After getting the measurements, we visited a forest that was a short distance away from the campus to collect bamboo sticks. We chose a mature bamboo because we needed strong and thick pieces. We cut the bamboo into pieces with the exact measurements and carried extra pieces in case we needed them. Our teacher, Mr. McGraw taught us how to cut the keys into different sizes and shapes, and how to tune the resonator. The r indik was to be comprised of 11 keys. Therefore, we cut 11 keys of different sizes. Each of the keys was expected to produce a different tone. When making a rindik, the keys are dried for a considerable length of time in order to stabilize the moisture content. However, since we had inadequate time to dry them, our teacher burnt the bamboo pieces. Unfortunately, burning destroyed the pieces because they failed to produce the expected pitch. The teacher suggested that we use the pieces without drying them. This was problematic because we had to retune the rindik everyday because as the keys lost moisture, the pitch was altered. We used the additional pieces we had carried from the forest. In addition, our teacher provided more pieces that we used to make the keys. He helped us to cut some of the keys again and gave us guidance on how to tune the resonator. However, he did not tune the bars for us and we had to do it on our own. It was difficult, but we enjoyed and learnt a lot.Advert ising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More We then assembled the rindik we had disassembled and continued with our project. We had to hasten the project because Emma and Helen needed the instrument in order to practice for their final project. They wanted to prepare for a musical piece that they were required to play using the rindik. We encountered difficulties in tuning the instrument but Mr. McGraw was there to offer help. He taught us how to synchronize the tune of the bar and the resonator. Operating the instrument was a hard task. Mr. McGraw taught us how to adjust the pitch of the instrument in order to get the highest quality of sound. We had to shave the bar whenever the pitch of the bar was higher than that of the resonator and vice versa. Remembering these instructions was difficult because none of us had ever operated a rindik before. Therefore, we noted the information on a notebook for reference. In order to produce the highest quality of music, the rindik was suspended on a wooden frame from where the keys were struck using a small stick. A wooden frame that we had made during an earlier project saved us time because we used it to mount the rindik. Even though we did not tune all the bars successfully, we continued with our project. I marked the locations on the bars where the holes were to be drilled. Fortunately, this did not affect quality of sound produced by the instrument. After drilling the holes, we joined the bars and the keys. Due to the sizes of the holes, we used a thin rope that could pass through the small holes. During the process of assembling the rindik, we had some difficulties with some bars. We assembled the instrument with bar some bars out of tune because we were unable to harmonize them. Despite the difficulty, we carried on with the project because Emma and Helen were waiting for the instrument. We did not want to let them down becaus e we had promised to complete it on time and give it to them for their preparations. Monday was the due date of the project when we were required to present the completed instrument to the instructor. However, we had a problem because the rindik was out of tune. The bars had lost moisture and altered their pitch. We had to tune all the bars again because the bars and the resonator had different pitches, and we could not present it in that state. Presentation of the rindik marked the final stage of our project. The instrument had some weaknesses. However, I was happy because we had completed the project successfully and attained our goal. We labored a lot because of lack of experience. I was excited because we were able to complete the class project successfully.Advertising We will write a custom essay sample on Reflection on Making a Rindik specifically for you for only $16.05 $11/page Learn More We experienced many challenges during the course of the p roject. However, we never gave up and always sought help from our teacher. Mr. McGraw was very helpful because he assisted us whenever we encountered problems. He taught us several things that contributed towards the success of the project. For example, he guided and showed us how to cut the keys and tune the rindik. The project was challenging but a very worthy and priceless learning experience. I learnt many things that added to my knowledge on musical instruments. I realized that making and tuning a rindik is a hard task. The opportunity to construct the instrument was both exciting and educational. The project was pleasant from the beginning to the end because of my great passion for music. Despite the obstacles encountered, we never lost hope or motivation. Our success could be attributed to the dedication and hard work of all the members of the group. This essay on Reflection on Making a Rindik was written and submitted by user Hepz1bah to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Should Be It Legal to Sell the Marijuana in the United States

Should Be It Legal to Sell the Marijuana in the United States Abstract Nowadays American society faces a number of questions and debates that considerably influence living conditions and safe future. The use and necessity to legalize marijuana is considered to be one of the most burning and important questions to deal with. One nation that is eager to achieve the same objectives and meet personal needs is divided into those who support and argue the idea of marijuana legislation in the United States. In fact, it sounds alerting.Advertising We will write a custom research paper sample on Should Be It Legal to Sell the Marijuana in the United States? specifically for you for only $16.05 $11/page Learn More A number of sources are devoted to the theme of marijuana and its impact on human health and lives. It is not always easy to give one clear and definite question whether marijuana legislation is necessary for the American society or not, this is why the main purpose of this paper is to investigate the current state of affairs and clear up really obligatory and strong reasons of this legislation process. It is high time to enforce a controlled ban on that marijuana selling; however, the idea to create a strict quota basis for actual users for medical self-consumption against the prescription of certified medical practitioners who are mandated to prescribe such drugs for ailing patients has many unclear points. If the concept of marijuana could be changed over time from a commercial drug to a pharmaceutical drug, it could go a long way to ensure its judicial success. In this paper, the evaluation of available sources that contain clear information about marijuana, its process of legislation, and people’s attitude to this drug will be given. With the help of personal knowledge, thorough analysis, and constant investigations of the subject, it is possible to realize the reasons to make use of while marijuana legislation process. Among the variety of such reasons, the idea to legalize marijuana under strict conditions and restrictions sounds rather persuasive and clear to help people improve their lives and choose the safest methods. What I Want to Know and Why The question of marijuana legalization has been discussed in many countries for a long period of time. Those people who prefer to use this psychoactive drug try to find out as many reasons as possible in order to protect the use of marijuana and prove that its legalization is a perfect step up for many people. And those people who cannot realize why so many people agree to use this drug and become dependent on its power do not want to accept the idea of legislation and insist on establishment special norms according to which the use of marijuana may be controlled.Advertising Looking for research paper on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In my opinion, in order to give a clear answer to the question whether it is urgent and necessary to legali ze marijuana in the United States, it is very important to say unbiased and be able to gather as many different sources as possible and define both weak and strong sides of the issue under discussion. What I want to know is the reasons of why so many people use such serious psychoactive drug as marijuana of their own accord and do not want to pay special attention to their activities and the outcomes of their activities and why so many people prefer to stop using marijuana and blame marijuana smokers for inability to think about future, safe, and sound of human generation. In fact, marijuana use is considered to be less harmful in comparison to other drugs. This is why it is very important to compare the effects of marijuana on people’s health, define its possible medical benefits (if there are some), and clear up what makes people strive for marijuana legalization in the United States of America. It is also possible to evaluate two types of the situation: one is when marijua na is legalized; and another is when marijuana is prohibited, and its users undergo certain punishment because of its selling and using. After such evaluation is made, the answer to the question whether marijuana legalization is worthwhile or not may be given. Search for Information and Focus One of the first sources by means of which I get to know about marijuana, its effects, and the peculiarities of use was television. My passion to movies and the variety of themes touched upon there usually help me recognize the main aspects of American style of life, people’s preferences, and challenges to overcome. Requiem for a Dream is probably one of the most serious and provocative movies about the use of marijuana (cannabis) and many other drugs which influence human perception of the world, human possibilities, and dreams. Other movies like American Beauty or Alpha Dog are also good sources to comprehend why some people cannot accept the idea of marijuana use in everyday life and why many people still find some kind of help that comes form marijuana (that is usually relief, satisfaction, relaxation, calmness, or vice versa obligatory drive). However, movies are not the only reliable and helpful sources to realize the necessity, effects, and legalization of marijuana.Advertising We will write a custom research paper sample on Should Be It Legal to Sell the Marijuana in the United States? specifically for you for only $16.05 $11/page Learn More A number of articles and books’ writers pay special attention to the question of marijuana legalization. The possibility to find necessary sources online is good indeed: it does not necessary to spend much time waiting in queues or visiting the library that is far from your house. This is why all I need to find out interesting and reliable information is to look through my personal video collection, choose several provocative articles and books, and communicate with people. Communication with people who have different opinions, evaluation of politicians’ positions, and focus on my personal attitude to the problem turn out to be helpful in order to develop the necessary research and give a clear answer to the question concerning the process of marijuana legalization. What I Learned Summary of sources. The vast majority of medical workers admit that â€Å"marijuana-based medicines may prove helpful in treating a variety of painful symptoms associated with AIDS† (Mack and Joy 90). This is why it is easy to find out many positive feedbacks of marijuana use from a pure medical perspective and it is very important to evaluate once again the necessity of marijuana legislation under a number of distinctions, social norms, and legal restrictions. A captivating and meaningful observation that â€Å"marijuana prohibition is unique among American criminal laws†¦ no other law is both so widely and harshly and yet deemed unnecessary by such a substantial port ion of the populace† was introduced in one academic journal that meets my eye (Nadelmann 28). I was so fond of information found there that made a decision to find out several more articles from academic journals to discover what other sophisticated people think about the idea of marijuana legislation and why this question is still open. It was discovered that the vast majority of governmental representatives still forbid doctors promote the use of marijuana even if it is medically useful (Kreit 1795). However, the movies prove that people continue selling and using marijuana without considering whether it is legal or not. People truly believe that they can reach their dreams and become more important in this world. For example, the main character of Requiem for a Dream says, â€Å"I’m somebody now†¦ Everybody likes me. Soon, millions of people will see me and they’ll all like me† (Requiem for a Dream). It is also necessary to admit American Beauty (1 999), when the main character start using marijuana to change his mood and become closer to his dreams and ideas, and Alpha Dog (2006), where almost each character is connected to marijuana by means of its selling, buying, and using.Advertising Looking for research paper on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Legalization of Marijuana Selling: Advantages and Disadvantages. Drugs like marijuana are indiscriminately used for pleasure or commercially distributed for profits and quite capable of causing major short-term detriment both to the bodies and to minds of its users. If it is used over some period, the outcomes connected to health hazards may become irreparable. Thus, it is necessary to admit that government continues taking considerable actions against such occurrences in the interests of public good in order to ensure concrete health standards of the public especially among young people who may not be fully aware of the threats that are caused by constant consumption of non-medically prescribed and supervised marijuana. Besides, there are also concerns that if and once legal precedents have been set regarding these drug groups, it would be difficult to allow similar cases in future indeed. I also learned that the medical aspects of the drug groups have to be differentiated from its commercial and economic elements. There are also issues concerning some medical aspects that are disassociated with others. On the one hand, the medicinal use entails growing, cultivation, marketing, and distribution of these lethal drugs without prejudice to its content and consumption values. The supply chain management and logistics for medicinal use may not be different from that of commercial use. On the other hand, Customer Marijuana ID permissions and quota restrictions on case-to-case basis could be manipulated and used by drug groups that lead to real fears through arm-twisting and malpractices. To comprehend clearly why marijuana legalization has still to be justified, it is possible to compare it to some other types of drugs and means people prefer to use to relax, feel relief, forget about challenges of reality, and enjoy this life. In comparison to alcohol and cigarettes which may cause death very often (more than 100,000 Americans die from alcohol use, and more than 4 00,000 Americans dies from tobacco use), marijuana users are not under a threat of being dead. Of course, the idea to overuse marijuana, inability to control human desires and demands may be fatal for the vast majority of people without consideration whether this drug is legal or not. The threats of marijuana are also evident: its use may lead to short-term memory loss however, it occurs only in case of considerable influence. Long-term memory cannot undergo considerable changes and damages because of marijuana use. However, again in comparison to other drugs like alcohol, it is possible to drink a lot, not notice danger, and be injured. Human experience proves that marijuana does not influence the work of brain, does not damage either genetic structure or the immune system. Alcohol in its turn influences considerably the work of brain and may lead to serious dangers. Smoking cigarettes leads to numerous health problems such as lung cancer, and the use of marijuana is possible by me ans of food so that marijuana does not have serious damages connected to human health. The point is that more experienced people who get a clear idea of what the possible safe doze means and how dangerous the use of drugs is are able to evaluate the situation and use marijuana in order to get pleasure and be satisfied. Solution. As it has been mentioned above, it is quite possible to legalize marijuana under a number of restrictions, and one of them is the process of marijuana taxation. However, in 1937, the Marijuana Tax Act has been already adopted and proclaimed that any user of marijuana had to pay taxes in order to get a legal permission of having this drug. However, within a short period of time, the federal government argued against this act and the results were terrible: more than 500,000 Americans continued to be arrested annually (Goldberg 74). Young people and children do not understand how to use drugs properly and forget about all possible precautionary measures, this i s why even Vitamin C may be dangerous in children’s hands. This is why when the questions of marijuana legalization is raised, the following clarifications have to be mentioned: Age restrictions (they may be even the same which are inherent to cigarette smokers); Attention to driving and the use of marijuana (drunk people need to pass through numerous tests and pay fines; the same should be used in regard to marijuana smoker-drivers); Appropriate taxation (this method prevents easy possibilities to find marijuana); Proper advertisement (if marijuana legalization is possible, the conditions under which it is promoted to people should not be different in comparison to other drugs advertised); Development of special centers (marijuana users should have a chance to drop this habit and have the place where to go and share personal worries). Each drug has a number of harmful outcomes but some of them are still legal. This is why it is useless to forbid the use of marijuana. Medic al experiences help to realize that marijuana has the same or even less harmful outcomes for human health. Not long time ago, it was difficult to imagine a young lady smoking because this activity is harmful for female health and influences the functions of reproduction. However, nowadays, many women continue smoking and drop this habit in case they are emotionally ready for it. Marijuana does not influence any reproductive functions; it helps to relieve pain and decrease the level of human suffering. Those people who still cannot agree to the idea of marijuana legalization should evaluate their opinions and ideas once again and conduct a number of researches which help to compare how dangerous legalized marijuana can be, smoking is, and the use of alcohol is. Importance of marijuana legalization. Observations show that our society is divided into those who support the idea of marijuana and those who cannot realize its necessity. Numerous debates, quarrels, and fights take place in order to prove each position. However, smokers and non-smokers do not use the same methods to prove their rights. Legalization of smoking and alcohol decrease the level of violence caused by the necessity to prove something. In its turn if the use of marijuana is legalized, people should not care of necessity to prove their rights. They are all equal, and people have the right of choice. Those who want to use marijuana are able to use it, and those who do not find it necessary are able to avoid this habit. However, any person will be able to prove his/her rights and opinions as for marijuana by means of power and law. Government should take care of its citizens, and if marijuana legalization may lead to better understanding of human needs and interests, this chance should be used. I think that after this drug is legalized, all problems and misunderstandings around this question will disappear. Those people who use marijuana are able to find it whether it is legalized or not, this is why governmental bans do not support the idea of safe and sound present and future but create a number of obstacles for citizens. Smoking and alcohol is prohibited in public places; the same should happen to marijuana. Under such conditions, American people get one more chance to feel the taste of freedom and its beauty. American civilization is smart and strong. People will hardly harm themselves without proper reasons and grounds, and marijuana is not the reason to worry about. When it is legalized, the problems of marijuana will be solved, and government as well as American citizen will get more time and efforts to pay attention to other burning problems like terrorism, obesity, violence, and kidnapping. Self Evaluation It is a shame to admit but it was unknown for me that the use of marijuana may be justified from the medical perspective. If I was deeply informed about all these medical issues and the use of marijuana, the research concerning its legalization could be focused m ore on the ideas on how to legalize its use and explain other people the necessity of this legalization. There are so many drugs which are used by people legally and which lead to negative outcomes and threats for health. But still people continue using different dangerous drugs, taking extreme actions, and thinking that everything is not as dangerous as many people think. In fact, marijuana is not the worst and harmful in comparison to alcohol or cigarettes. And people get used to think that if it is not legalized, it is more dangerous for health and do not want to pay attention to current achievements and human personal experiences. It is widely known that any forbidden fruit is sweet, and those who cannot reach the desirable object legally make numerous attempts and invent a number of ways to achieve this purpose. And if a person gets the right to use marijuana legally, it may become even boring with time. This is why it is better to make marijuana available for all people and le galize it under concrete conditions. In case marijuana is legalized, more time may be spent on solving other problems. And I cannot comprehend the reason of why so many sophisticated people cannot define the necessity of marijuana legalization at least to decrease the level of violence and quarrels which happen between supporters and opponents of marijuana. I think it is still important to continue this type of investigation in order to find out reasons that are more powerful and prove that marijuana is not the most serious problem to deal with, and its legalization has many positive aspects that have to be explained to people. Alpha Dog. Dir. Nick Cassavetes and Paul Ralph. Perf. Bruce Willis, Justin Timberlake, Emile Hirsch. 2006. DVD. American Beauty. Dir. Sam Mendes. Prod. Bruce Cohen. Perf. Kevin Spacey, Annette Bening, Thora Birch. Dreamworks, 1999. DVD. Goldberg, Ray. Drugs across the Spectrum. Belmont: Wadsworth, Cengage Learning, 2010. Print. Kreit, Alex. â€Å"The Future of Medical Marijuana: Should the States Grown Their Own?† University of Pennsylvania Law Review 151.5 (2003):1787 – 1826. Mack, Alison and Joy, Janet, E. Marijuana as Medicine?: The Science Beyond the Controversy. Washington: National Academy Press, 2001. Nadelmann, Ethan. An End to Marijuana Prohibition: The Drive to Legalize Picks up. National Review 56.13 (2004): 326 – 332. Requiem for a Dream. Dir. Darren Aronofsky. Perf. Ellen Burstyn, Jared Leto, Jennifer Connelly, Marlon Wayans. Artisan Entertainment, 2000. DVD.

Boosting Your Marketing Career With Side Projects With Laura Posterick

Boosting Your Marketing Career With Side Projects With Laura Posterick As a marketer, you have a day job. Did you know that taking on freelancing clients or having a side hustle can invigorate you and help you bring more to the table when it comes to your main job? Today we are going to talk about fanning those creative fires through a side job. ’s blog manager, Ben Sailer, will be conducting the interview with Laura Posterick, the senior copywriter at Catchfire and the brains behind her own freelance business, Copy That MPLS. The conversation will be about lists, how to handle a freelancing business on the side of your day job, and how to glean inspiration from your personal life. Some of the highlights of the show include: What Laura does at both Catchfire and Copy That MPLS. How Laura keeps all of her projects organized without losing her mind. Tips on keeping your personal life separate from your professional life and not letting one encroach upon the other. How Laura handles her workflow with each company and meets her deadlines. Advice for people on how to say â€Å"no† to projects and clients you might not have the time or experience to take on. How Laura’s side projects and hobbies have helped her in her main copywriting job. How someone might convince a hesitant boss that taking on side projects won’t negatively affect their performance at their day job. The first thing someone should do if they are wanting to jump into the world of freelancing in addition to keeping their main job. Links: Catchfire Copy That MPLS Asana If you liked today’s show, please subscribe on iTunes to The Actionable Content Marketing Podcast! The podcast is also available on SoundCloud, Stitcher, and Google Play. Quotes: â€Å"A big thing for me is having dedicated workspace at home so I can separate in my mind when it’s time to get in the zone and get work done vs. when it’s time to chill on the couch.† â€Å"One of the most important things, especially when I’m working with freelance clients, is to set expectations in the very beginning.† â€Å"You’re not going to put out good work if you’re not super excited about a project.†

English 101 Essay Example | Topics and Well Written Essays - 500 words

English 101 - Essay Example In just under two hundred and seventy words, Lincoln managed to do what most orators only dream of. He embodied the great American spirit of nationalism coupled with the country immense sacrifice and loss due to war - expressing in words what many American citizens simply did not know how to. Speeches, like the Gettysburg Address, differ very little from other forms of writing and use the same literary devices found in fiction. Word choice is extremely important in all types of writing. Lincoln word choice in the Gettysburg Address allows his speech to be both emotional and accessible to his audience. Many of the words are only one syllable, and the entire speech is lain talk.Lincoln writes ow we are engaged in a great civil war We are met on a great battlefield of war,and continues ut it can never forget what they did here. Lincoln is careful to write and speak in such a way that makes his audience feel comfortable. He is not speaking to a room full of scholars but to the mothers, wives, and families of men who gave their lives in war. Lincoln makes sure his word choice will be understood by those who are listening. Peter Blanck, a Civil War Historian, asserts "Not only the Battle of Gettysburg, but the whole Civil War, means to us today what Lincoln said it must mean at that dark time of mourning for the dead.

The Role of Women in Australian Society Essay Example | Topics and Well Written Essays - 2000 words - 1

The Role of Women in Australian Society - Essay Example Finally, she has seen a period where she has entered the labor force, therefore has money of her own, and this, in turn, has made her less beholden to the man she married. This is where the current state of woman is, and it has resulted in a high failure rate for marriages. This paper will examine how the roles of women have changed in Australian society, both in and outside of marriage, and how these roles have affected marriage and divorces in the last century. The largest change for women, in the realm of marriage, is the fact that patriarchy has shifted. For instance, one may view the movie The Piano for an example of how things used to be for women in Australia and New Zealand. In The Piano, the woman in the marriage was in the marriage because it was arranged, and, although it was evident that the main character, Ada, had a husband who wanted a â€Å"real† marriage, this never manifested. It was quite simply obvious that Alistair, the husband in this scenario, saw Ada as a way to bolster his social standing and really nothing more (The Piano). The Piano reflects a time in Australian history, indeed, in the history of the world, where women were regarded as property, and, because of this, fathers were able to force their daughters into loveless marriages. This reflects the standing of women in general during the 1850s. While The Piano reflects a time during the 19th Century, this paper will deal with the changing status of women during the 20th Century, but it is a helpful touchstone nonetheless.

The theories and philosophical understanding Essay Example for Free

The theories and philosophical understanding Essay With the advent of the 21st century and the fact that myriad challenges confront the world, it is only through firm disposition and the ability to cope with the persistent challenges of today that one can assuredly survive anything that may press on. And since the birth of the new age, we should take quantum leap towards the furtherance of ourselves to be of benefit to others and most of all to the world in which we live, and be one who can share in the problems of time with dignity, self-reliance, and respect for the diversity of others. These, I firmly believe, is what AUK aims for to provide students not just with knowledge but wisdom, and let them discover their innate best upbringings which will set them to the kind of pedestal they yearn to be. And since, we live in the land of miscellany, where many may have been living with their own ideology and philosophical conception, it is deemed that the young be inculcated with fine understanding of the differences around them and respect for themselves and for diversity. These are what motivated me to aspire to be part of AUK’s community. Because one may beeducated with multitude of theories and philosophical understanding in life for several years, but may not enliven everything he had been told and learned. One may just aspire only for the advantage of himself instead of the progress of many. The underlying principle behind a university which caters to the demand of its studentry is to mold future leaders with high moral standards. With this drive, I can admit to myself that if I will be given a chance to be part of such prestigious community of intellectuals and future benefactors of humanity, I can enhance the its community for I think that the best armament towards the fulfillment of one’s goals and aims is to share the same thing by having it manifested through his actions and performance of duties. I can say that commitment is one which can make a difference and this one of my attributes to commit to anything that will not just be of benefit for but one which I think will also benefit from me. And since commitment works hand in hand with action, I should say that I am also active in performing my duties and responsibilities which have been realized in most of my school activities and other responsibilities at home. If I have not been educated of the importance of taking responsibility, then I would not have been part of our school’s basketball team for four years. Academically, I have always been focused and straightforward for I treasure what my parents would always tell me that education is something which will give you the best weapon to combat innocence and one which will set you apart from the others. It is something which can’t easily be attained but sure enough to be something which will follow its master. I do believe that the concepts and skills I have acquired from my secondary education have equipped me to better understand the intricacies of life and to aspire for more altruistic aims. This I should say I have already started doing, when I volunteered in childen’s hospitals. And I believe that this has been helpful in understanding more the deeper meaning of service to others. All these root from my attachment to my family which I am most proud of. If not because of them, I would not have been looking at things seriously as possible. These attribute which set forth from our home to the school have ameliorated me to become someone who aspire to be sculpted to a better individual with greater hopes soaring high.

Encounter Between the Hawaiians and Captain Cook Essay -- History Hawa

Encounter Between the Hawaiians and Captain Cook The arguments of Marshall Sahlins and Gananath Obeseyekere with regard to the cross-cultural encounter between Captain Cook and his men demonstrated different viewpoints and beliefs pertaining to whether or not Captain Cook and his men were perceived to be gods by the Hawaiians. Sahlins and Obeyesekere based the validity of Cook’s deification on several factors that will be focused on below. They both used the physical aspects of Captain Cook in relation to his being perceived as a god or not by the Hawaiians. Sahlins and Obeyesekere argued that the light color of Cook’s skin, his having a physical, human form, the different language that he spoke, his cleanliness, and thinness played a role in how the natives perceived Cook. Sahlins and Obeyesekere also discussed the question of whether or not Cook’s arrival occurred during the Makahiki festival and how this would have affected the views of the natives. The natives could have paralled Cook’s visit with th e return of Lono during this festival, or they could have found to many discrepancies between their beliefs and what they actually observed to believe that Cook was Lono or even a god at all. Both men also attempted to determine whether or not the natives viewed Cook as a god using their own theories of how the Hawaiians thought. Sahlins held the belief that the natives perceived Cook and his men to be gods using his theory of stereotypic reproduction. He defined this theory as a â€Å"society replicating past structures by fitting in present events into pregiven categories†.1 On the other hand, Obeyesekere believed that this wasn’t so, arguing with his theory of practical rationality, which he defined as the common, biological cha... ... Think: About Captain Cook, For Example (The University of Chicago Press, 1995), 245. 2. Gananath Obeyesekere, The Apotheosis of Captain Cook: European Mythmaking in The Pacific (Princeton University Press, 1997), 19. 3. Gananath Obeyesekere, The Apotheosis of Captain Cook, 61. 4. Gananath Obeyesekere, The Apotheosis of Captain Cook, 63, 64. 5. Marshall Sahlins, How "Natives" Think, 6, 8. 6. Gananath Obeyesekere, The Apotheosis of Captain Cook, 65. 7. Marshall Sahlins, How "Natives" Think, 171. 8. Marshall Sahlins, How "Natives" Think, 77. 9. Gananath Obeyesekere, The Apotheosis of Captain Cook, 59. 10. Marshall Sahlins, How "Natives" Think, 32, 33. 11. Marshall Sahlins, How "Natives" Think, 227. 12. Gananath Obeyesekere, The Apotheosis of Captain Cook, 61. 13. Gananath Obeyesekere, The Apotheosis of Captain Cook, 64.

Essay Writing

Sarva Shiksha Abhiyan is a quantitative success: IIM study There are some good tidings for the Union Human Resource Development Ministry from its flagship enterprise, the Sarva Shiksha Abhiyan (SSA), to universalise elementary education. A study conducted by the Indian Institute of Management, Ahmedabad (IIM-A), has found that the SSA has met with considerable success quantitatively if not qualitatively.While quality remains an area of concern, the SSA has been able to bridge the enrolment, retention and achievement gaps between the sexes and among social groups. According to the IIM-A study titled `Shiksha Sangam: Innovations under the SSA,' the out-of-school population had come down from 28. 5 per cent of the six-to-14 year age group in 2001 to 6. 94 per cent by the end of 2005. Dropout rates at the primary level stands at about 12 per cent and 190 of the 400 districts were showing a declining trend in 2005-2006.The SSA has been able to bring Scheduled Castes and Scheduled Tribes ( SC/STs) — weak points in earlier efforts to universalise elementary education — into the educational mainstream. Greater share The share of SC/ST children at the primary level in 2004-2005 was actually greater than their respective proportion of the population: 20. 73 per cent in the case of SCs against a population share of 16. 2 per cent and 10. 69 per cent against a population share of 8. per cent. The gender gap in enrolment now stands at 4. 2 percentage points at the primary level and 8. 8 percentage points at the upper primary level. In 2005-2006, there were only 22 districts (of the 400 for which data was available) where the gender gap was more than 10 percentage points at the primary level. However, the success rate on this count in the upper primary level is not so good as 82 districts have reported a gap of more than 15 percentage points. Essay Writing Sarva Shiksha Abhiyan is a quantitative success: IIM study There are some good tidings for the Union Human Resource Development Ministry from its flagship enterprise, the Sarva Shiksha Abhiyan (SSA), to universalise elementary education. A study conducted by the Indian Institute of Management, Ahmedabad (IIM-A), has found that the SSA has met with considerable success quantitatively if not qualitatively.While quality remains an area of concern, the SSA has been able to bridge the enrolment, retention and achievement gaps between the sexes and among social groups. According to the IIM-A study titled `Shiksha Sangam: Innovations under the SSA,' the out-of-school population had come down from 28. 5 per cent of the six-to-14 year age group in 2001 to 6. 94 per cent by the end of 2005. Dropout rates at the primary level stands at about 12 per cent and 190 of the 400 districts were showing a declining trend in 2005-2006.The SSA has been able to bring Scheduled Castes and Scheduled Tribes ( SC/STs) — weak points in earlier efforts to universalise elementary education — into the educational mainstream. Greater share The share of SC/ST children at the primary level in 2004-2005 was actually greater than their respective proportion of the population: 20. 73 per cent in the case of SCs against a population share of 16. 2 per cent and 10. 69 per cent against a population share of 8. per cent. The gender gap in enrolment now stands at 4. 2 percentage points at the primary level and 8. 8 percentage points at the upper primary level. In 2005-2006, there were only 22 districts (of the 400 for which data was available) where the gender gap was more than 10 percentage points at the primary level. However, the success rate on this count in the upper primary level is not so good as 82 districts have reported a gap of more than 15 percentage points.

Palliative Care Nursing

Introduction Palliative is a concept of care that provides coordinated medical service to patients with progressive incurable diseases.The allied health service is proactive and seeks to improve the lives of individuals that are faced with life threatening diseases and their families. Dying and death are part of life and as such palliative care offers the patients a holistic care service that includes social, psychological and spiritual care (1, p.33). Therefore palliative care aims at ensuring that the patients and their families lead the best quality of life without having to be stressed about their condition. This essay takes a critical look at the philosophy and principles of palliative care and how they apply in nursing care. Discussion on the Statement The philosophical statement given by the World Health Organisation on palliative care is directed at ensuring that the patients have the best quality of life even when they have terminal illnesses. Palliative care is extended to the family of the patients to ensure that they continue to lead normal lives despite the challenges caused by the terminal diseases. In the past, patients with terminal illnesses were seen as sufferers and with the continual advancement of the disease, care was focused was on lessening the pain for the dying patients. However, with the development of palliative care, the dying patients are no longer seen as sufferers but as other normal patients and are given specialised care from designated professionals (5, p. 23). These professionals maintain humaneness as a core value and must respect the law with regards to the patients and their families and include them in all key decisions. The care is comprehensively provided to manage physical, psychological, social and spiritual needs of the patients and their families. Palliative care is governed by principles that govern its practice. In the nursing profession, the nurses affirm life and regard dying as a normal process. This is a message that is communicated to both the patients and their families to help them accept the harsh reality of life. Communication is an important part of the process and as such the nurses are required to communicate with the patients and their families in the best possible manner. The nurses are required not to hasten or postpone the death of the ailing patients. They are instead required to relieve the patients from pain and distress to ensure that they improve the patient’s quality of life. Principles of Palliative Care in Nursing Palliative care is governed by some core principles that the professionals like nurses, doctors, counsellors and social workers are supposed to adhere to. This section takes a critical look at the principles of palliative care as they apply to the palliative care of patients and families in nursing care. Successful incorporation of palliative care in nursing practice is not a function of complex specialist environments, medical interventions or availability of drugs and disciplines (3, p54). The principles highlighted here apply to nurses working in any environment where they encounter the dying. The principles are discussed under the following themes: Emphasis on the quality of life Palliative care should be centred on the quality of life of the patients and their families. The nurses are required to encourage the patients and their families and help them focus on the quality of the life of the patient and not the number of days left to live. Quality of life is defined differently depending on the patient and the disease. The nurses improve the quality of life of the patient by managing the distressing symptoms in order to positively impact the course of the illness. The nursing palliative care team should help the patients and their families enjoy their lives to the maximum while facing the complex medical conditions (10, p. 74). Communication plays an integral part in the nursing palliative care and as such the nurses are required to continually speak with the patients and their families about their wishes, desires and what quality of life means to them (6, p. 63). The communication on quality of life should start early in the course of the illness when the ol der members of the family are able to contribute before they get stressed and start making immediate decisions. The emphasis on quality of life improves management of symptoms and communication between the nurses and the family. Patient and family are the focus of care This is a core principle that cuts across all settings because the patients and their families are the unit of care, not the disease (2, p. 77). Palliative care addresses the meaning of suffering, life, death and disease within the context of each family unit. It recognises the fact that all family members will be part of the disease process and as such their views and individual care plans must be taken into account in the palliative care. Symptom Management The nurses are required to assess and treat symptoms using the least invasive ways that will not cause more distress than the original symptom (7, p. 80). Interdisciplinary collaboration, frequent assessment, communication and appropriate management are important concepts of symptom management in palliative care. Symptom management should always be the start of diagnosis in patients with life threatening diseases or those that are potentially life threatening. This should be continued throughout the treatment process in order to improve the patient’s quality of life (3, p. 87). Communication and Decision Making Communication with the patients and family should be done clearly, collaboratively and compassionately in order to improve the patient’s quality of life (8, p. 81). Communication with the patients and family is important as it ensures that the family and patients are consistently updated on the course of the disease and treatment. The patients and their families depend on frequent, consistent communication on sensitive and difficult information and may at times need repetition of facts. The communication should be both ways as the nurses should listen to the views of the patients and their families in order to be able to provide care that suits their needs in all ways including culturally and spiritually (11, p. 101). It also allows the family members to reveal more about the patient as this information may be useful in the treatment process depending on the disease. Recommendations for Palliative Nursing Care As already indicated earlier in the discussion, it is not easy to fully implement the principles of palliative nursing care. However, nurses should try hard to ensure that these principles are fully implemented in nursing care. Palliative care can be further incorporated through good hospital practice with nurses spending more time with the patients and their families to discuss and plan care within a multidisciplinary team framework (4, p. 15). The nurses should pursue a partnership approach and make good use of open and honest communication with the patients, relatives and the health team. Such ideology is important in nursing philosophy of individualised care that embraces a holistic approach and active patient participation in care (9, p. 71). The nurses should reintegrate palliative care into the culture of the hospitals. This reintegration into the hospital culture will be helpful to the patients particularly those with terminal illnesses. This is very critical because nurses a re often at the forefront of general delivery of palliative care within the hospital. They are very well placed and should use their position to help uncover better ways of improving the quality of care to the patients and their families. Lastly, the nurses should receive palliative care education to ensure that they are equipped with the knowledge and management skills necessary for dealing with patients and their relatives as they have diverse personalities, cultures and beliefs. Conclusion Palliative care is very important to the patients and their families particularly those with terminal illnesses. This essay has explored the philosophy and principles of palliative care in nursing and has concluded by making recommendations on how hospitals can incorporate it within their cultures. For effective implementation of palliative care in nursing, the nurses need to be well educated on palliative care and how to conduct it in order to minimise misunderstands between them and the patients and their relatives. Proper implementation and execution of palliative care is important in improving the quality of lives of the patients and their families, especially those with terminal or potentially terminal illnesses. Therefore nurses should engage the patients and their relatives in all key decisions to ensure that they get as much information from them in time before the levels of stress get high. Such information is important and can be used in providing individualised care to the patients. References Aitken, Sandra. Community Palliative Care The Role of the Clinical Nurse Specialist. Chichester: John Wiley & Sons, 2009. Bern-Klug, Mercedes. Transforming Palliative Care in Nursing Homes: The Social Work Role. New York: Columbia University Press, 2010. Byrne, Judi. Palliative Care in Neurological Disease: A Team Approach. Oxford: Radcliffe Pub, 2009. Foyle, Lorna, and Janis Hostad. Illuminating the Diversity of Cancer and Palliative Care Education: Sharing Good Practice. Oxford: Radcliffe Pub, 2010. Lugton, Jean, and Rosemary McIntyre. Palliative Care: The Nursing Role. Edinburgh: Elsevier/Churchill Livingstone, 2005. Matzo, Marianne, and Deborah Witt Sherman. Palliative Care Nursing: Quality Care to the End of Life. New York: Springer Pub. Co, 2010. Payne, Sheila, Jane Seymour, and Christine Ingleton. Palliative Care Nursing Principles and Evidence for Practice. Maidenhead, Berkshire, England: Open University Press, 2004. Payne, Sheila, Jane Seymour, and Christine Ingleton. Palliative Care Nursing: Principles and Evidence for Practice. Maidenhead: Open University Press, 2008. Perrin, Kathleen Ouimet. Palliative Care Nursing: Caring for Suffering Patients. Sudbury, MA: Jones & Bartlett Learning, 2012. Pfund, Rita. Palliative Care Nursing of Children and Young People. Oxford: Radcliffe, 2007. Stevens, Elaine, Susan Jackson, and Stuart Milligan. Palliative Nursing Across the Spectrum of Care. Chichester: John Wiley & Sons, 2009