The Importance of Setting

The path to becoming an adult is lined with a variety of childhood and adolescent experiences, some more painful than others. In T. Coraghessen Boyle’s short story, â€Å"Greasy Lake,† Boyle masterfully uses the setting and the protagonist’s experience to teach us an old but vital lesson: those who choose not to learn and grow from their past mistakes are destined to repeat them, and thus will never mature and realize their true potential.At the beginning of the story, the main character (who also happens to be the narrator) depicts his adolescence as â€Å"a time when courtesy†¦went out of style, when it was good to be bad, when you cultivated decadence like a taste† (621). The three thought of themselves as dangerous characters, riding around town wreaking havoc. However, it seems unclear to the main character and his two friends that in reality, they are not actually bad characters. Really bad characters don’t drive their â€Å"parents†™ whining station wagons† (621) or read intellectual French novels by Andre Gide.Boyle gives us a general thought that these three boys are just your ordinary, everyday, misguided juvenile delinquents with an unclear view of what it really means to be a man. Later in the story, the narrator depicts a scene at the main setting of â€Å"Greasy Lake. † There, the three boys provoke who is described as the â€Å"very bad character† (623). The events that took place led the three to realize the ugly truth: they are nothing more than just three kids on an adventure for the night; little did they know what was in store for them.After a lengthy description of the fight that took place between the four characters, the three boys find themselves attempting to rape the girl that was accompanying the â€Å"very bad character. † Luckily, before they can go any farther, another vehicle pulls into the scene, scaring the boys as the flee away. They all run in different directions, leaving them all separated from each other. The main character, with no place else to hide, plunges into the greasy lake.The water is completely contaminated; â€Å"it was fetid and murky, the mud banks glittering with broken glass and strewn with beer cans and the charred remains of bonfires† (622). The setting of â€Å"Greasy Lake† contributes to the plot in a sense of the troubles of the three teenage boys. Much of the story takes place at Greasy Lake, which is not an ordinary, everyday, swimming with the family type of lake. There are crowded trees, which draws a picture of a dark forest with very little light seeping through. The island in the middle of the lake has little or no vegetation, giving the reader a feeling of death.It is also littered with things such as beer cans, broken glass, and bonfire remains. These are items that make you think of loss of control, violence, or even destruction. These ideas could surely lead to something bad happening . The water itself is described as â€Å"fetid and murky† (622). There are two different aspects of time to consider when looking at â€Å"Greasy Lake. † First of all, there is the fact that it is 2 a. m. The middle of the night is commonly a time of day when bad things occur. It is probably considered that the good, peaceful people are at home in bed.Therefore, if someone is up and about they are most likely wreaking havoc. Secondly, there is the year that the story takes place. It was written in the eighties, and it takes place in a time when â€Å"it was good to be bad† (621). Therefore, it is likely that something bad is sure to occur. The setting also serves a very important purpose to most stories by evoking a certain atmosphere. Work Cited Boyle, T. Coraghessan. â€Å"Greasy Lake. † 621 Kirszner, Laurie G. , and Stephen R. Mandell, eds. Literature: Reading, Writing. 8th ed. Boston: Wadsworth, 2013 Print.

Should Downloading Music Be Illegal.

Response to text- Why You Should Pay For Music by John Sheldrick Dear John, I read your article and I have some comments about it I would like to acknowledge about it: Firstly when you mention that you advocate a culture in which people actually want to spend money on music, but I actually think we should advocate a culture where everybody listens to music and not just the ones who have a computer and and a bank account, I believe that music should be a right and not a privilege and everybody should want to willingly listen to music.Then you argue that people value music but they don’t value it in the sense that they will willingly fork over $1 for a song, I have more than 2 thousand songs in my library, that is equal to 2 thousand dollars and I really don't have that extra money to spend and people usually don't like to spend their money on things they can get for free. I would much rather use that money to buy something else and if we had to pay for every single song we woul d like to listen to our music library would be much smaller and we could not enjoy music as much as we enjoy it when we have a large variety of it.For the consumer, music is not a product or a service. They pay for physical copies of music such as CD's, they pay for music sheets or for subscriptions to music services, but they don't pay for a song by itself. After that you state that artists now have no money to keep recording music and have to go on tours to get the money. I do agree that some artist that are not yet discovered should get support from their fans so they could keep recording music, but aren't musicians supposed to be doing music because its their passion?They are not supposed to go into the business because they want money and fame even though I don't see the artist at the top of the charts starving to death. Music is about passion and the ones who are recording music are supposed to want to bring their music to all kinds of people so they can enjoy it and the music ian is supposed to be satisfied with that and not be crushed because they are not the cover of a magazine. I also think that tours are a great thing, why listen to a record when you can go out and the real human behind the voice live and enjoy it more closely.It's clear that everybody thinks music should be free, because it's going to sell everywhere else. Why should the music industry care whether the money comes from a tour with $100 in profits or the exact same amount is brought in from CD purchases? In the end, it doesn't matter, money is still coming in and can be used to record more music. Then you talk about how music labels are closing because the lack of money they are getting but I actually think that record labels are trying to turn music into gold, music recording labels are getting a large cut of the artists money and are overcharging.The artist who are not yet discovered cant record a good album because the labels are asking for absurd quantities of money which the art ist cant pay, so the label closes and the vicious circle starts again elsewhere. I think labels should spend more time developing the artists because they would have a stake in them that extended beyond their recorded music. There is no possible way anyone could seriously work in music and be looking for money and a the same time state that they truly care about the musicians.In conclusion I think that we do need to support our artists, but that could be done a million ways other than paying an overpriced dollar for a song. With the internet now how can we be surprised when people now expect to get their music online for free? The internet file sharing and the advantages we now have in technology I see no way to make the clock turned back and force people to start paying again. So the business has to get creative and evolve away from the sale of recorded music and start receiving money in other ways.

Best Dining Experience Essay

Although my favorite Mexican food to eat here is from my grandmother’s kitchen; there are a few restaurants my friends and I enjoy eating at. A few of my girlfriends and I have made Margarita Wednesdays a tradition in the summer time at La Casa. My brother, sister and I go to Los Cabos at least once a month in West Des Moines, which is an amazing delicious Mexican restaurant. I also like Monterrey in Altoona because it’s so close to my house, but no restaurant can compare to Tiki Tok in Mexico. My best friend and I were feeling spontaneous so we took a week off work and went on a cruise. We both found it difficult to eat on the ship because we were continually getting sea sick. I’ll never forget the fishy, chewy, and crunchy taste of the little shrimp and cocktail sauce going down my throat, or the unpleasant feeling I had when it was coming up. The only bad memory of my trip was praying that my legs would stop shaking and that my journey would hopefully reach an end so I could stand on solid ground. Other than being sea sick for the first day; I had a blast on the cruise! I got the opportunity to see many things and visit quite a few places. One of the ports of call was Cozumel, Mexico, and my friend Alexandra and I decided we wanted to try some real Mexican food. Of course, we were a little concerned about getting sick, but I’m glad to say that didn’t happen. We asked on the ship where the best place for Mexican food was, but they said that anywhere along the main shopping strip would be good. We then found a place called the Tiki Tok. The place was on the second level of a building. We sat out on the little balcony that they had. They had covered it with sand. The view from the restaurant was amazing. I was hypnotized by the vibrant colors and the employees’ of the restaurants equally vibrant lifestyles. I remember feeling jealous of the workers because they would get to go back to Tiki Tok tomorrow and the day after that, but I wouldn’t. The walls were an explosion of colorful textiles and every color of paint one could think of that was as bold as can be. Vases were on every table with burnt orange and deep yellow dried peppers inside. The chairs at the dining tables were made of a Mexican Serape material. The colors, the fringe, and the feel of it gave the restaurant even a stronger Mexican energy. My favorite part of the restaurants decor was the little cactus lights that strung amongst all the walls connecting each bulb to the wrought iron chandelier in the middle of the room. When one first enters the restaurant the Mariachi band is one of the most noticeable features. Three men were dressed in black with button up shirts and decorative sombreros all standing in the corner of the room. Two men had violins and the third was handling a guitar. As we took our seats the band started playing lively music and a few older couples got up and danced fearlessly. Everything in the restaurant was bold excluding my bashful personality; otherwise I would have danced too. I was in a trance watching the people dance with one another until the Mariachi band shouted in sync, â€Å"AY! † causing me to be brought back to the present. It was then that I had realized how hungry I was. The menu prices were in pesos, so it looked like everything was really expensive, but it wasn’t. We ordered the hot and spicy red enchiladas which were about 60 pesos, and they also brought us chips and salsa. The chips were a little bit thicker than you would get here in the US, and there were three different types of salsas. There was a regular pico de gallo, then there was one made with tomatillos, and the last was a pineapple cilantro salsa that was actually really tasteful. Lexi and I have never had pineapple cilantro salsa before, so we weren’t sure whether it was going to be appetizing or not. After stuffing myself with chips our food finally arrived. It was just about the yummiest thing I’ve ever had. The red sauce for the enchiladas was a little bit different than what I’ve had here, but I can’t tell you how. It was more delicious over there though. There was chicken inside the enchiladas and a touch of sour cream on top. We took the extra salsa we hadn’t demolished with the chips and smothered our enchiladas with it. I ate every last bite of it and was so full afterwards! The amazing food I had in Mexico was the best Mexican food I have ever had. I remember the smell of the ocean and sweet salsa at the same time. The bright colored sombreros and the ocean front view was an amazing sight to see while enjoying the food as well. Anytime I think about Mexico I think about the short beach chairs, sand between my toes, all the smells of the restaurant, laughing with my best friend and delicious enchiladas. This will be a memory that would be difficult to forget because we took so many pictures of the restaurant and it was the best eating experience I’ve had yet. I’m really glad that my friend and I were able to have this dining experience together. Alexandra and I enjoyed it very much!

Term paper Essay Example | Topics and Well Written Essays - 1500 words

Term paper - Essay Example ber of Filipinos who play the guitar, it truly is the most common instrument in the country’s music industry, one musical contribution left by the Spaniards. As Professor Samuel Tan noted in his book â€Å"A History of the Philippines†, as the Philippines experiences neocolonialism in the coming of the US, Filipinos have come to embrace this new culture and tailor it to their current lives. The strength on the US influence spreads on two elements of music—rhythm and lyricism. Since the US introduced rock ‘n roll, R&B, and blues, Filipinos have come up with their own variations in musical style as they adopt it to their own culture. The rhythm could be rock ‘n roll, but with Tagalog lyrics; or famous Filipino singers with their own versions, or â€Å"covers† as it has been called, of hit singles in America. All these contribute to the richness of the Philippine music as mà ©lange of various influences in the country’s past. One of the leading forces that continue to shape the current Philippines music industry today is a quintet known as â€Å"The CompanY†. Critically acclaimed as the Philippines’ premiere vocal group, The CompanY, with a capital Y at the end of the group’s name is a quintet that started in the industry since 1985. For twenty-one years, the group has garnered most of the prestigious some 36 musical awards in the country. Its five members have had excellent background in music—they are theater actors, vocal instructors, composers, and members of some of the most prestigious internationally-awarded choral groups in the Philippines such as the Philippine Madrigal Singers, University of the Philippines Concert Chorus, University of the Philippines and Ateneo College Glee Club. The CompanY, as claimed in the group’s website, keeps their music from being confined into a single category; with their songs, they exude their vocal prowess and the range of musical possibilities their capabilities could carry by trying on virtually almost all

An analysis of the Culture of an organization Essay

An analysis of the Culture of an organization - Essay Example Hofstede’s theoretical framework Hofstede’s cultural framework focuses on the effects of the national culture on the organizational culture. The theoretical framework is explained using the five dimensions in relation to national work related values. The dimensions encompass the â€Å"power distance, individualism, masculinity, uncertainty avoidance, and long-term verses short-term perspective† (Boonghee, Donthu, & Lenartowicz, 2011). According to the power distance concept, small power distance cultures prefer consultative and democratic power relations while large power distance cultures like the one in UK prefer non-democratic power relations. It is worth stating that Ben and Jerry exude a distinct relationship amidst the personnel and management. For example, the organization appreciates the need for a traditional, homemade approach to operations (Data Monitor, 2004). This means that people at the lower ranks acknowledge powers of others according to their hi gher formal and hierarchical position (Orr & Hauser, 2008). The individualism verses collectivism concept explains how much the cultural members perceive themselves apart from being members of the group. It is clear that the company supports the community. Additionally, it values its association with employees, and other stakeholders. This has significantly contributed to its progress within the societal set-up. This has allowed the organization to attract diverse persons. Data Monitor (2004) indicates that the product was made with love and care. This allows it to attract varied participants in the market. Analysis of Ben and Jerry highlights a mixture of the diverse roles within an organization. However, masculinity verses femininity concept explains the value given to males and females traditionally, the Ben and Jerry seems to have dynamic roles for both genders. In masculine culture, people value competitiveness and acquisition of wealth regardless of gender. However, the femini nity culture value relationships and life quality. These two concepts appear to have found a balance at Ben and Jerry. (Xiumei & Jinying, 2011). For example, the pictures presented by Data Monitor (2004) accords women and men similar advertising space. For example, men highlight the wrestling match while the community outreach is a preserve of the women. Indeed, this clear depicts the gender roles at the company. The uncertainty avoidance dimension explains how the cultural members address potential risks. For example, the company houses unconventional and non-conformist persons. However, this has changed to embrace changes and address risks. The stakeholders are not trying to behave according to the expectation of the society leaders. Data Monitor (2004) indicates that it focuses on mainstream, and shuns mass marketing that target on benefiting several persons. In organizations with such cultures, employees are devoted to their employers. Cultures that exude diminished levels of un certainty avoidance have embedded and flexible rules. In organizations with this culture, employees tend change their employers frequently (Shah, 2012). The long-term verses short-term explains the society’s attachment to its present and to its past. In the societies that are long-term oriented, individuals focus on the activities that affect the society’s future. For example, Ben and Jerry shifted from being unconventional to addressing varied needs making

Management Concepts Essay Example | Topics and Well Written Essays - 1750 words

Management Concepts - Essay Example The employees trust and believe the visions of the leader and are very motivated. This organization is rapidly expanding organization, which is becoming increasingly popular among its customers. With an extensive marketing plan the organization can surely become the most popular place for rock climbing activities in Swansea. Dynamic rock is an organization established in the year 2004, with the aim of developing the indoor climbing center in the city of Swansea, United Kingdom. The company provides for the much-needed centre for the climbers from all over the country. This organization aims at providing the rock climbers with a friendly and accessible centre to pursue their passions. This organization is categorized under the Rock industries, with a small group of well-integrated staff members. (Dynamic rock, 2010) This dynamic organization has various opportunities and faces tough market competition. Under this paper we would try and analyze the strengths and weaknesses of the organization, we would provide a competitor analysis so as to understand the scope of the organization in the near future. Applying the theories of strategic planning and leadership styles we would analyze how the organization can strengthen its long-term position. The report would have been more effective if the method of primary research among the customers would have been adopted. The customers’ views on the products and services offered by the organization would have been very accurate and would have provided an effective marketing strategy for the organization. The paper aims at the strategic analysis of the organization Dynamic Rocks. SWOT analysis would be applied to for the detailed understanding of the structure of the organization. The theories of Porter’s five forces and Ansoff’s analysis would be applied for the analysis of the rock industry and the company’s position

Dignity of work and rights of workers Assignment

Dignity of work and rights of workers - Assignment Example The Pope puts an emphasis on the role of the church in upholding rights of workers, condemning those who violate these rights and providing a guide in matters regarding work and workers dignity. In the article, The Pope acknowledges work as the basis of man’s existence and survival in the world. He emphasizes on the spiritual aspect of work; through labor, man participates in God’s creation works 3. Missionaries of the Sacred Heart USA Province (2009) Catholic Social Teaching Dignity of the Worker. Retrieved from [Accessed 12th January 2015] The Missionaries of the Sacred Heart emphasize on dignity in work. They assert that human beings partake in God’s work of creation by working. The workers apply their God-given gifts and talents in the work they do and should, therefore, be accorded their rights and privileges. They further urge employers to put up structures that grant the workers their rights and dignity workers at work. They advocate favorable working conditions, fair hiring and placement practices, just wages and an end to discrimination as a way of upholding the dignity of the workers Charity â€Å"is the principle not only of micro-relationships (with friends, with family members or within small groups) but also of macro-relationships (social, economic and political ones)† (Pope Francis,2013, pg.205). This quote in Pope Francis’s Evangelii Gaudium caught my attention, and I took time to give thought to it. I always have, for a long time associated charity with the phrase charity begins at home, and I have never visualized the bigger picture out of the phrase. It is indeed true that charity extends beyond family or small groups to larger circumstances involving socio-economic and political relations. The literal works of Pope John Paul II and Pope Francis on work

Marketing Essay Example | Topics and Well Written Essays - 2000 words - 48

Marketing - Essay Example realize a handsome profit and retain relevance in their various industries, all business organizations have to come up with serious marketing strategies. However, advertising is something that is particularly important in the hospitality industry. Hotels such as the Hilton have to keep improving their effectiveness because they are constantly being confronted by the challenge of retaining loyal customers while drawing new ones. The hospitality industries, like others which have been negatively affected by the recession, have had to make significant changes in order to attract customer. It has experienced a lot of fragmentation that makes strategies such as target marketing and market segmentation extremely important. There are different reasons for the changes that have affected the hospitality industry. In the first place, due to the recession, hotels have had to effect necessary budget reductions.1 There has also been change in the lifestyles of many individuals who were formerly in a position to allocate a lot of spending capital on leisure trips. Tourists have developed an interest in a diverse range of recreational activities that create challenges for hotels that are not ready to respect such preferences. Another challenge has to do with marketing expenses. Increased promotional costs mean that hotels have to invest in more cost effective advertising strategies that put more emphasis on the type of services on offer, as well as educational pursuits, than on potential promises.2 To remain competitive, hotels such as the Hilton Group also have to invest in reaching targeted markets, and establishing measurable objectives. One of the biggest challenges in the marketing of recreational facilities lies in the fact that, unlike actual physical goods, recreational breaks have to be consumed on-site.3 Even though hotels may create a spectacular advertisement about the services they offer, the advertisement does not deliver the true experience. This is a product

Debates in Australian History Essay Example | Topics and Well Written Essays - 2000 words

Debates in Australian History - Essay Example The term may also be used to denote those programs or agencies which are independent in nature within an institution on which the responsibility of selecting, preserving and offering access or archival documents is bestowed on. The third meaning refers to repositories or buildings that are used for purposes of housing various collections of archival material. This paper, however, aims at presenting an in-depth understanding of archival documents as a broad collection of media and other traditional textual materials, including films, photographs, sound recordings, videotapes, magnetic disks and magnetic tapes (Shultz, Hoffman & Reiter-Palmon 2001, p.23). Oral history, on the other hand, refers to the formal, well-rehearsed accounts of the past presented by traditional bearers who have been culturally endorsed to informal conversations regarding to things and incidents of the old days among the members of the family, coworkers and/or neighbors. Oral history may also entail printed comp ilations of old stories which were told about both the past and the present experiences or even recorded interviews with certain persons deemed to have an imperative story to tell (Mnjama 1993, p.83). Each and every of these uses has a certain specific currency. Undeniably, a majority of the people throughout history has got to learn about the past through spoken words. In addition, for those individuals in the society who are history-conscious, firsthand accounts of the past have been so preserved for the record and to be precise, at those moments when they were historical actors and with their memories of the pass from the scene. Being histographical methods, both oral history and archival documents have had their merits, as well as demerits. Advantages Archival documents are important cultural resources. This is because these materials have been authored in such a conscious way so as to not inform, but also perpetuate knowledge, convey feelings, ideas and opinions. Moreover, the authoring of archival documents is geared towards entertaining and availing information about their subject (McKemmish 1993, p.9). Archival documents are customarily a part of the broader group of records which are closely related. Since they are created or accumulated in the course of undertaking business, these documents do play a central role in facilitating the business process. Another of the advantages of archival documents is that they are useful for historical and/or research purposes. They actually provide a doorway through which both the past and present events can be examined. Furthermore, a variety of researchers, including scholars, students at various levels, genealogists, biographers, local historians, documentary filmmakers and independent writers, take advantage of these archival documents (Lucas 1981, p.228). It is also worth noting that archival documents can be used for a number of purposes and by assorted audiences. As thus, records of organizations which do not have their personal institutional archives, as well as individual personal papers are most a times actively sought by the historical societies. Additionally, archival documents are the basis for legal evidence, personal and collective memory and organizational knowledge. Since archival documents are undeniably information objects serving as an evidence of the past events,

How Does The Drug Molly Work Essay Example | Topics and Well Written Essays - 1000 words

How Does The Drug Molly Work - Essay Example Ecstasy may be called a chemical cousin to Methamphetamine. Other names are Happy Pill, X, TC, Clarity, Love Drug, Adam (The Physiologic (Biologic) Basis of Drug Addiction). The powder may be injected, snores or ingested. The drug is usually used at clubs, discos, and concerts and in other places where people need to be energetic and fearless. The drug MDMA is very dangerous and may have really unknown consequences as sometimes each pill contains different combinations of mixed substances, which have various effects. As a rule the drug makes a person alert. Negative effects of the use may be nausea, high heart rate, muscle cramping, high blood pressure, faintness, chills, sweating, tremors, involuntary teeth clenching, muscle tension, hyperthermia or even death. Side effects include anxiety, depression, the feeling of sadness, paranoia, sleep problems, confusion, irritability, fatigue, feelings of empathy and emotional sensitivity, impaired attention, dizziness, loss of appetite, con stipation, aches and pains, exhaustion and drug craving. All these effects may last from several days to a week. High doses of Molly may seize and compromise the ability of the heart to maintain normal rhythms. Molly overdose leads to panic attacks, acute delirium, loss of consciousness, disorganized thinking, overresponsive or overreactive reflexes, circulatory shock, cardiac arrhythmia, cardiotoxicity, heart damage, brain damage, organ failure, coma or death. Being short for molecule, Molly is considered to be the purest MDMA, whereas Ecstasy is usually laced with caffeine, methamphetamine or other ingredients. The Drug Enforcement Administration finds that MDMA has a very high potential of risk, that is why the most controlled substance is and is not accepted in medical treatment (â€Å"Molly,† Powder or Crystal Form of MDMA, is Popular at Music Festivals). The drug is considered to be empathogenic of the phenethylamine and amphetamine classes. Molly refers to MDMA in a cr ystal form or powder and is the highest level of purity (MDMA). Chemical formula of the drug is C11H15NO2. This industrial chemical is used as the chemical synthesis intermediate in some chemical industries. TFMPP (Triflouromethylphenyl piperazine) became a legal alternative of Ecstasy or MDMA in 2001. Being combined with benzylpiperazine (BZP) the drug is often sold as ‘legal x’, ‘A2’ or ‘legal E’. The primary precursor for MDMA manufacturing is a slightly yellow or colorless liquid, which oily and extracted from the sassafras tree (the fruit or the root-bark). Different intermediates together with various synthetic methods help to convert safrole into MDMA. The most common way is via the MDP2P intermediate (3,4-methylenedioxyphenyl-2-propanone) (MDMA). The properties of Molly are similar to the effects of Ecstasy. In case of overdosing a person may have hallucinogenic reactions. As it is not known what quantities and substances of the drug ar e injected, the danger of using it is very high. The content of MDMA pills varies from one region to another and from one brand to another. Another problem is that the drug may contain such active substances as ephedrine, caffeine, amphetamine, mephedrone and others which may be cheap and of very low quality. Very often pills that are sold as ecstasy have no content of MDMA having a variety of undesirable substance and drugs instead. The

Implementation of an IT Project †A First Hand Account Essay Example for Free

Implementation of an IT Project – A First Hand Account Essay With innovation of computers, the business world is changing very fast as seen during the last 3 decades. Due to the advances in IT and Communications technology, the world has become a global village. The business opportunities have multiplied due to opening up of global markets. But so have the challenges. No economy is isolated or transparent from rest of the economies. Industries are expected to offer custom designed products at most competitive rates in shortest possible time. Even the multinational organizations operating in many countries across the world have been facing these challenges. One of the answers to these challenges they have been relying upon is to introduce Information Communications Technology in their organizations and leverage upon them to meet these challenges. In this document, we describe a case of one company in a country. This company was a part of a US based multinational group which decided to implement Oracle e Business 11i suite at all its units worldwide so as to consolidate required information at its headquarters at US. To comply with the requirement, this unit also decided to implement Oracle e Business Suite at its plant offices. How this implementation was planned, what were the objectives, what measures were taken to ensure conformity with the project plan, how the changeover to new software was planned, how the business associates were affected and what steps were initiated to ensure that the envisaged benefits actually accrue, is described in this document. Also various activities right from the initiation of the project, the project organization, roles and responsibilities, communications and reporting with the principals are also described. Implementation of an IT Project – A First Hand Account : EXCEL Auto Components Pvt Ltd EACL (a hypothetical name) is a part of a multinational EXCEL Group having its headquarters in US and group companies located all over the world. The Group is engaged in manufacture of engines, compressors, generating sets automobile components worldwide. EACL is engaged in manufacture of Automobile and engine components. Much of the orders received by EACL being repeat orders, are based on exiting design and technology. Besides these, there are sizable number of orders based on the same technology but involve a fresh design and prototype development, before the commercial production takes place. EACL is a subsidiary company of Excel Industries Ltd EIL which the main company of the group within the country. EIL centralizes many activities of the group and looks after these activities of the group companies in that country. Information Communication Technology is one of such activities which EIL handles for all group companies in the country. EIL handles IT Infrastructure management, Software Applications Management and other related activities for all group companies in the country. Recently the Corporate HQ at US has announced a decision to standardize on Business Application Software, directing all group companies worldwide to implement and switch over to Oracle 11i e Business Suite within a period of 18 months. Accordingly all companies had implemented and switched over to Oracle 11i except for EACL where the implementation had to be called of for various reasons, lack of in-house IT staff being one of them. Later on it was taken up once again. This time EIL Looked for an IT Consultant to be placed on site with the total responsibility of implementing Oracle 11i, with the help of Functional Consultants from EIL and a cross functional team of users from EACL. A person was found suitable and was placed on site at EACL to handle complete, end to end implementation of this project. He was to report to Lies Program Manager and was to be assisted by a Project Team comprising of 6 Functional Consultants from EIL and 5 Key Users from EACL, drawn from relevant functional areas. While EIL consultants had prior experience of Oracle ii1 implementation in their own company, EACL Consultants did not have any experience even of other ERP Products or any other applications. They – like most other users of EACL, had an exposure limited only to Microsoft Office Suite. However, most of them were young, fresh Mechanical Engineers very enthusiastic about the project. Similarly for EIL also this was their maiden experience to implement Oracle 11i at a company other than their own company. So everyone was totally charged up to take up this challenge. The assignment was clear for the Project Manager. Oracle 11i e Business Suite comprising of Financial, Manufacturing, Supply Chain Management and Order Management Modules was required to be implemented within a time frame of 6 calendar months with the help of the Project Team assigned. CEO of EACL was fully backing this project and he had publicly instructed two senior most managers at the site – Plant Head and Finance Controller – to ensure full support resource commitments to the project. The Project implementation required to covered Plant as well as a Marketing office located in two different cities. CEO was also located in the Marketing Office. Objectives : The Objectives set out for the project included 20% reduction in investment in Inventory due to savings in inventory carrying cost and improvement in the planning process, Reduction in throughput time by 20% (increase i production sales and improvement in sales margins), Fast Order Execution with 90% on time delivery. Another significant objective was Confirming to standardization as laid down by the corporate group so as to facilitate group consolidation of information. Besides, the changeover was required to be transparent to the outside world i. e. the Business Associates. Investment : Since EACL was already running a home grown ERP Product, it already had in place the Client PCs, LAN, connectivity to EIL where Oracle 11i server was located. Some augmentation of resources like PCs printers, up-gradation of the bandwidth was required. EIL had already accounted for and arranged for the Software Licenses for ERP RDBMS Products for all group companies in the country. Fresh investment called for was related to the Fees payable to the Project Manager and the visits by the EIL functional team for implementation. How well the project met its investment objectives and what mechanisms would you suggest to allow ongoing evaluation of benefits realization? The Project Objectives were met very well. A fresh Bill of Materials was designed for regular items to be produced. Items requiring design development were defined separately in BOM. While this introduced some redundancy in the BOM, this resulted into reduction of many duplicated items from the BOM and thereby, from the stock. This drastically reduced the investment needed in Inventory. Items needed for development production were segregated such that production items do not get consumed in development vice-versa. The production cycle was mapped to a production process that had certain in-between milestones where items were issued and quality checks were performed. This resulted in reducing the number of days for which an item was stocked and also, control further movement of the semi finished product in case of a quality problem, such that the same could be reprocessed, rechecked for quality and forwarded only if the quality problem was resolved. Earlier the quality problem got detected only at the end of production cycle resulting in much more wastage of material, labor overheads. Marketing Manufacturing had more informed and accurate judgment of the cost and time estimates for a product at the time of accepting an order. Improved control over production process along with more accurate promise of delivery resulted in 90% on time deliveries. In case of a quality problem, only the immediately preceding steps needed to be repeated upsetting only that part of the process as against upsetting the entire process earlier. This also resulted in fewer rejections or defects in the production. Linking Sales Order right from planning stage till invoice dispatch advice virtually eliminated misplaced deliveries or wrong products being delivered. With more accurate accounting and posting of transactions, carrying out physical stock taking less frequently was also a possibility. All this was accompanied by a complete visibility over entire production process to the plant head. In this way, the project actually exceeded the anticipated benefits. Post implementation, certain benchmarks for performance were decided and periodically the cumulative actual performance was measured based upon these benchmarks. For example, Regular and extra hours needed for given quantum of production, reduction in inventory, on time delivery %, i. E delivery performance, value added during a period. Appropriate reports were designed and made available to the Finance Controller, Plant Head and the CEO. The effectiveness of stakeholder engagement activities during the project. Employees and Heads of all Departments including the Plant Head the Finance Controller were among the stakeholders. However, the main stakeholder was the CEO – he had sanctioned the investment, worked out what benefits to expect how, had a calculation of no of days within which the changeover had to be completed (termed Black Out period) and regular operations resumed on the new system. Business associates were not to be caused any disturbance due to the change over (excepting a blackout period of 5 days) and above all, a project of a given size and complexity affecting every employee in every corner of the organization had to be completed as scheduled with mathematical precision. The main stakeholder that is the CEO took a lot of interest and a keen interest in every aspect of the project. He participated in understanding, reviewing approving the requirements formulated, understood how the prototype presented offered to fulfill these requirements, he provided directions to the project team and other employees regards various activities related with the project, intervened whenever a help was sought in anticipation of a bottleneck or a deviation apprehended from the plan. He always had a positive contribution to offer in terms of identifying typical scenarios that might be encountered or regards the training of the end users or in ensuring 100% and timely attendance of the members in all project events. This propagated a clear message across that the project has to be completed, on time and with contribution from everyone with no exception and zero tolerance. He always supported implementation of new ideas like maintenance of Time Sheets for the Project Team or conducting tests to assess the learning of the trainees. He mandated the contribution to this project by an employee be counted during the periodic appraisals. In all his communications with the employees he never failed to stress the importance of the project, praising efforts of those who did well and pulling up the laggards, warning them to come up to expectations. He studied every fortnightly report with interest and took appropriate action based upon the same in time. He also attended every review presentation and tried to bring out the maximum from everyone. He ensured that not only he himself but also the Plant Head and Finance Controller provided immediate response to Project Team Members for any help or intervention desired. The same spirit was displayed both by the Plant Head as well as by the Finance Controller. They arranged for all required resources to be made available for the team. What provision was made during the development phase to facilitate roll-out during the implementation stage, and how effective this was ? Many provisions were made during the development phase to ensure a smooth roll out during the implementation stage. The provisions were related with the systems as well as with the operations. Systems : A training to the EACL Consultants was provided on the product right at the beginning of the project. Thereafter they were closely associated with the corresponding members of the CIL Team in related functions to learn from them. They were asked to take up the initiative to develop the Operational Manual for their functional area which was reviewed and finalized in consultation with EIL Consultants. They were made responsible for testing the prototype against the requirements by way of test data, preparing test data visualizing typical exceptional â€Å"scenarios† that might be encountered, carrying out an integrated testing covering certain transactions encompassing all functional areas and finally, the load testing to assess the capability of the infrastructure to sustain the number of concurrent users envisaged. They also imparted training to the end users so that they are better prepared themselves and develop a sound knowledge. They also assessed the performance of the end users by setting up question papers for these trainees. Hardware and Software requirements considering the eventual number of users was reviewed and necessary enhancements were carried out to make the infrastructure adequate for live run. Document forms and preprinted stationery in line with the standardization requirements were designed and procured in time before the switchover. Menu Access Permissions and Transaction Authorization Set Up was designed and set up in the software. Operations : There was a blackout period required to complete the processing in the old system, transfer the balances masters to the new system and resume operations in the new system. The CEO insisted that this must not exceed 5 days failing which the business may be adversely affected. As regards the provisions made in operations, certain actions were planned to be taken and completed before the commencement of the blackout period e. g. clearing deliveries against all sales orders. Certain actions were suspended for the duration of the blackout period i. e. placing fresh purchase orders or accepting deliveries. All Business Associates were informed about the changeover and the black out period preceding it to enable them to plan their activities accordingly. A detailed meeting was conducted between the Project Team, Finance Controller and the Plant Head along with all Departmental Heads and an elaborate plan of action naming the concerned responsible person was chalked out well before the beginning of the black out period. This eventually resulted into a smooth changeover with no adverse impact on the Business associates – all within a black out period of 3 days against the 5 days planned. How effective were the governance and reporting arrangements, particularly in assuring delivery to time, budget and quality, and how were key stakeholders involved – both formally and informally – in these arrangement ? There was plenty of information maintenance and reporting but the tempo set by the project never made it look like a burden. Plenty of reporting was carried out to different groups in different ways. Firstly the Project Team was made to sit close to each other to facilitate communication between them. There used to be a meeting among the team members everyday where required information on current status against the plan was exchanged. In addition, the Team Members submitted a Time Sheet giving hour wise break up of total activities planned for the day and actually carried out This constituted a critical input regards the progress of work and helped in promptly identifying potential bottlenecks and deviations for initiating suitable action. In addition, there was a meeting every day between the Project Teams of EACL CIL even if they were not at the same location. The Project Manager had a daily round of appraising the Program manager about the status of activities. In addition, Project Manager maintained a day wise information on different event / developments in the project and periodically shared the same in confidence with the Program Manager by way of an informal reporting. A weekly progress report was submitted by the Project Manager to the CEO, Plant Head, Finance Controller, Program Manager, Infrastructure Manager. Both the progress along with the anticipated bottlenecks along with remedial action planned were reflected in the report. Periodic Presentations were delivered to CEO in presence of all Departmental Heads including the Plant Head Finance Controller wherein the progress, forthcoming activities and anticipated problems and their solutions were discussed. A Centralized Project Database was maintained by IT Group at US for all IT Projects initiated worldwide. Periodically at the end of every milestone all relevant documents as prescribed in the Project Methodology were submitted to this database. This was followed by a presentation made to the Steering Committee Members comprising of senior personnel from EACL, CIL US HQ. Only upon receiving approval for a phase, the next phase was entered into. Daily interactions with Project Team with the help of Time Sheets led to assessment of the progress. Interactions between two Project Teams brought out further tasks to be initiated and provided an idea about the time estimates and criticality. Reporting to Program Manager, CEO Steering Committee resulted in receiving guidance regards the project and eliminating the bottlenecks and problems. Presentations with CEO ensured cooperation from all Departments. Thus every formal or informal communication or reporting had served its intended purpose. Besides this, there always was a freedom to make a need based call to anyone with appropriate response and action sure to come by. While the project involved a lot of work, called for detailed planning and close monitoring and had many complexities, it was also not without the lighter moments. Following every milestone, there was required to be a get together of the Project Teams and he Departmental Heads where a lot of formal and informal interaction used to take place making its own contribution to the success of the project. Scheduling such a get together following each milestone was also a part of the project plan and a subject of Project Review ! The project management methodology used and its contribution to the success (or otherwise) of the project. The Project Management Methodology followed was one that was developed by the IT Department of the Corporate IT Group itself and broadly, it was a prototype oriented methodology. It was a tried and tested methodology already put into practice at the group companies within the country. Among the very first activities in the project was to depute the Project Manager for undergoing a training on this methodology and specifically, the documentation which was standardized across all companies in the world within the group. This methodology made everything so simple to understand and help ensuring that once we start religiously practicing the methodology, we did not miss out on anything in the course of the project. Particularly noteworthy in the methodology was a process of IT Requests Management. It handled the entire process from initiating an it request to providing all required details about it to seeking and enabling required authorizations, assigning the work till completion, testing certification of the results, configuration management and finally, approving the satisfactory completion of the IT Request by the request initiator. Entire process was handled by a software, which facilitated electronic approvals to the requests. This process accepted only those IT Requests which were backed by relevant details, having appropriate authorization from the concerned departmental heads, feasibility assessment by the Functional Technical Consultants, approval by the IT Program Manager assignment of the same to functional / technical consultant for compliance. Once completed, the relevant software was tested on a separate system, approved by the IT Program Manager and only thereafter the software was allowed to be transferred to the production server. Finally the initiator of the request was required to confirm that the request has been complied with to his satisfaction – a precondition for treating it to be completed. Thus Change Management was appropriately controlled in the project. The Documents to be maintained for the project related with the quality aspects, risk assessment and mitigation, investments, benefits anticipated, project plan, impact on IT Infrastructure currently in use, manpower currently deployed so on – in short, touching all aspects that are concerning the project. The Group IT Dept at US had a Project Document Repository where the documents were required to be posted before each Steering Committee Meeting. This enforced appropriate handling of quality, risk, time, investment, benefits other aspects to be clearly defined beforehand and their achievement during the course of the project. The Project phases also included a Post Production Review phase where the post implementation benefits were compared with the anticipated benefits. As regards this project, requirements were collected and a prototype developed so as to fulfill the requirements. The prototype was demonstrated and further tuned based upon the feedback of the end users. Next, the prototype was given to the end users for testing – testing with test data, testing with specific â€Å"scenarios† prepared to test typical conditions or situations anticipated. This was followed by an integration testing i. e. testing encompassing multiple functions to test the integration and finally, the load testing to measure the adequacy of the infrastructure to support the given number of users as envisaged. After such exhaustive testing and based upon the feedback received, the prototype was fine tuned and the software set up for production. Conclusion : The Oracle 11i e Business implementation was already planned as to what needs to be implemented, how and within what time ! It touched almost all employees in all functions at all offices of the organization. The time allowed for changeover was limited to 5 days. The in-house Key Users were with no major exposure to IT and especially, ERP. Every milestone was required to be reviewed and approved by the IT Team at US the Steering Committee. All this called for a very detailed planning and an extremely time bound execution with hardly any scope for deviation. The eventual consolidation with Group Headquarters and visibility over complete data by them made it totally transparent to them, also making quality assurance a pre-requisite. Obviously with most of the major investment having already been made, the project was required to be completed within the budget. To ensure a smooth implementation, major thrust came from the CEO and continued throughout the implementation. The determining factor that led to the success of the project was the high motivational level of the project team which could be raised and sustained throughout the project. Once this was achieved, execution of every project activity became a simple affair. Another major factor was the anticipation of bottlenecks and problems raised by the Project Manager initiation of actions to control the same. Emphasis on preparation and testing of scenarios eliminated chances of facing any surprises after the implementation. Detailed planning carried out for the black out period was a significant step in ensuring a quick and smooth changeover. Thus the Project was a grand success story !

Component of Marketing Plan Essay Example for Free

Component of Marketing Plan Essay INTRODUCTION Marketing plan is the central instrument for directing and coordinating the marketing effort. The marketing plan operates at two levels: strategic and tactical. The strategic marketing plan lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service. Marketing plan is a written document that summarizes what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objectives. It contains tactical guidelines for the marketing programs and financial allocation over the planning period. It is one of the most important outputs of the marketing process. Marketing plans are becoming more customer and competitor oriented and better reasoned and more realistic than in the past. Marketing planning is becoming a continuous process to respond to rapidly changing market conditions. What is a Marketing Plan? A marketing plan provides direction for your marketing activities. Marketing plans need not be long or cost a lot to put together. Think of it as a road map, with detailed directions on how to get to your destination. Sure there may be a few bumps in the road, perhaps a diversion or two, but if the marketing plan is carefully researched, thoughtfully considered and evaluated, it will help the organization achieve its goals. The marketing plan details what you want to accomplish with your marketing strategy and helps you meet your objectives. The marketing plan: †¢ Allows the organization to look internally in order to fully understand the impact and results of past marketing decisions. †¢ Allows the organization to look externally in order to fully understand the market in which it chooses to compete. †¢ Sets future goals and provides direction for future marketing efforts that everyone in the organization should †¢Understand and support. †¢ Is a key component in obtaining funding to pursue new initiatives? Components of a Marketing Plan A marketing plan consists of following components: 1. Executive Summary 2. Situation Analysis 3. SWOT Analysis 4. Marketing Goals and Objectives 5. Marketing Strategies 6. Budget 7. Marketing audit 8. Evaluation and Control Executive Summary The executive summary is the first part of the marketing plan, but should be written after all other parts are completed. It is a brief overview of the entire plan and covers only the main points. It is useful to people you approach with your plan, such as investors, who may want to read a synthesized version to determine if they are interested in it before taking the time to read it in depth. The executive summary is also useful internally, as it helps to remind you and your employees of the organizations desired marketing goals and how to achieve them. Situation Analysis The situation analysis helps you to determine where your organization presently stands. It should examine whats going on outside of the organization, whats happening with consumers, and how the business is functioning internally. External Analysis What changes are taking place in your city, county, state, country and around the world that could potentially impact your business? Some things to investigate are: †¢ Changes in political positions and legislation at the local, state, and national level. †¢ Changes in technology †¢ Trends in societys values and habits †¢ Identify competitors and list their characteristics †¢ Economic conditions Customer Analysis Before developing a marketing plan its important to find out what consumers want and how they make purchase decisions. This may require some marketing research. Think about these factors: †¢ Current and potential customers †¢ Trends in consumer buying habits †¢ Why do consumers purchase this product or service? †¢ Why do others not purchase this product or service? Internal Analysis Knowing the state of the organization and its resources helps to determine where it is strong and what areas need attention. Include the following in the marketing plan: †¢ Current state of financial and human resources †¢ Anticipated state of financial and human resources †¢ Your businesss performance in relation to competitors The 5 Cs of Marketing can be summarized as: Company The product time line, experience in the market, etc. Collaborators (or Partners) Distributors, suppliers, and alliances. These are any companies that you work with on a day to day basis to help your company run. Customers This is your market. Ask yourself what benefits they are looking for. What motivates them in the purchase process? Where the customer does actually purchases your product? How the product is purchased (impulse buys, internet, etc)? Understand the quantity a customer will purchase and even trends in consumer tastes. Competitors Both your actual and potential competitors and those that directly or indirectly compete with you. Understand their products, positioning, market shares, strengths and weaknesses. Climate (or Environment) These are governmental policies and regulations that affect the market. It is also the economic environment around your company; which is the business cycle, inflation rate, interest rates, and other macroeconomic issues. Societys trends and fashions are found in the climate. The technological environment is creating new ways of satisfying needs (i.e. using technology to enhance the demand for existing products). SWOT Analysis Conducting a SWOT (strengths, weaknesses, opportunities, threats) analysis is essential in assessing the companys position and serves as a guide to developing marketing plans. Benefits of a SWOT Analysis A SWOT analysis provides a fairly simple, low-cost way of assessing the company’s position. It presents information that is important in developing business and marketing plans, as well as setting organizational goals and objectives. It tells you where the company currently sits, and where it needs to go in the future. [pic] When conducting your SWOT analysis, you should: †¢ Examine your company’s strengths, weaknesses, opportunities, and threats from a customers’ perspective. If you’re having trouble viewing issues that way, ask customers what they think or conduct surveys. †¢ Separate internal issues from external issues. The company’s strengths and weaknesses are internal; opportunities and threats are external. The key test to differentiate the two environments is to ask, â€Å"Would this issue exist if the firm did not exist?† If the answer is yes, the issue should be classified as external. Some things to consider about your company when determining your strengths and weaknesses are: †¢ Size and financial resources †¢ Scale and cost economies †¢ Customer Perceptions You will probably have to do some research on your competitors, your industry, and the environment in order to complete the opportunities and threats portion of your SWOT analysis. Here are some topics to consider: †¢ Trends in the competitive environment †¢ Trends in the technological environment †¢ Trends in the sociocultural environment Once you’ve finished a SWOT analysis for your company, include the resulting strategy in your business and marketing plans. Some key actions to take include: Transform strengths into capabilities by matching them with opportunities in the environment. Example Strength: The company has a very efficient order fulfillment and distribution process Opportunity: There is an unfulfilled need for the companys product in other countries Capability: The company is capable of distributing its products worldwide †¢ Convert weaknesses into strengths by investing strategically in key areas. Example Weakness: Employees are not familiar with the latest technology in the companys industry Investment: The employer sends employees to classes, workshops, and conferences Strength: Employees now have inside information on cutting edge technology relevant to the industry †¢ Weaknesses that cannot be converted into strengths become limitations. Example Weakness: A start-up company that has a tight distribution budget and no connections in the industry may have difficulty getting shelf space in stores Meaning to consumers: Consumers may not be able to find the companys products Minimization: Allow consumers to purchase products through other channels, such as a web site or mail order catalog. Marketing Goals and Objectives After determining your companys strengths, weaknesses, opportunities, and threats, youll have a better idea of what marketing goals and objectives should be set. Goals are the overall accomplishments that youd like to make and objectives are benchmarks to meeting those goals. You might say that goals are more qualitative and objectives are more quantitative. For example: Marketing Goal: Increase awareness of Product X Corresponding Objectives: Increase last years direct mail distribution by 20% this year; develop a web site for Product X by June 1st; participate in five trade shows by the end of the year. Goals must be realistic and consistent with the firms mission. Objectives must be measurable and time-specific. You may also want to include the person responsible and the budget required for each objective. Marketing Strategies In this section, youll define your primary, secondary, and tertiary target markets and their purchasing characteristics. Next, discuss the marketing mix elements (product, price, distribution, and promotion) as they relate to your product or service. Some questions you may want to answer for each target market include: Product †¢ What are the features and benefits of your product? †¢ What is your competitive advantage? †¢ How will you position and differentiate your product? †¢ What complementary products are available? †¢ What customer services are available? Price †¢ What are the costs associated with the product or service? †¢ What will your pricing strategy be? †¢ Will you give discounts? Distribution †¢ Who are your suppliers and intermediaries? †¢ How will you make the product or service conveniently available to consumers? †¢ What partnerships can be developed to distribute the product? Promotion †¢ Where will you advertise? †¢ What public relations activities will be involved? †¢ If you will be involved in personal selling, what is your sales strategy? †¢ What types of promotions will you run? †¢ What sponsorship opportunities are available? Setting the Promotion Mix When deciding how to properly utilize the marketing communications mix to meet your marketing objectives, it is important to consider the relative strengths and weaknesses of each component of the mix. Further, you must always define your total budget first (generally defined in the Marketing and/or Business Plan) and then decide upon the best way to leverage the different elements of the mix to maximize the return on your investment. You will balance the various parts of the mix to not only create an integrated approach to your marketing communications but you must also devote enough resources for each component to be successful. Here are some things to keep in mind: [pic]Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication; Expensive [pic]Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools [pic]May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences [pic]Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not free as many people thinkthere are costs involved) [pic]Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts Budget: †¢ The goal of your marketing budget is to control your expenses and project your revenues. †¢ It also assists in the coordination of your marketing activities within your organization. †¢ A realistic budget establishes a standard of performance for your actions, and communicates those standards to others responsible for implementing your marketing strategy. †¢ A well-designed budget is also a tool to keep you on target and indicate when there is needed modification of your marketing plan, especially if something goes really right or very wrong. Budgeting Approaches Where do you get budget numbers? How do you set a budget and organize it? What are some standard ways to measure your budget? There are several approaches you can take to create your budget. Examples of these approaches may include basing your budget on: †¢ Percent of projected gross sales. †¢ Percent of past gross sales. †¢ Per unit sales. †¢ Seasonal allocation. †¢ Projected cash flow. Select a budget methodology that will work best for your business. You may want to make this choice based on how you track your sales and revenues, or based on industry standards. Marketing Audit The Marketing Audit is committed to improving strategic decision making when companies are faced with specific business challenges. Our market research studies provide clarity and insight, often on the most important questions faced by top executives, corporate managers, and strategy professionals. Here are 10 of 25 key dimensions a marketing audit should assess: 1. Key factors that impacted the business for good or for bad during the past year. Including an evaluation of marketing surprises—the unanticipated competitive actions or changes in the marketing climate that affected the performance of the marketing programs. 2. The extent to which each decision in the marketing plan—e.g. targeting, positioning, pricing, advertising, etc.—was made after evaluating many alternatives in terms of profit-related criteria. 3. Marketing knowledge, attitudes, and satisfaction of all executives involved in the marketing function. 4. The extent to which the marketing program was marketed internally and bought into by top management and non-marketing executives. 5. Customer, distributor, vendor, and intermediary satisfaction based on research among key target groups. 6. The performance of advertising, promotion, sales force, and marketing research programs in terms of ROI. 7. The performance of non-traditional programs, particularly digital offerings, in terms of ROI. 8. Whether the marketing plan achieved its stated financial and non-financial goals and objectives. 9. Which aspects of the plan that failed to meet objectives with specific recommendations for improving next years performance. 10. The current value of brand and customer equity for each brand in the product portfolio. Evaluation and Control Many business owners forget the importance of evaluating their marketing plan. This is extremely important, because it serves as a guideline for what to do or not to do in the next marketing planning period. It is also ensures that the plan will be implemented properly. Some questions to be answered include: How will employees be evaluated and compensated for their work? †¢ How can communication between employees be improved? †¢ Do the employees share the firms values? †¢ Is management committed to the implementation of the marketing plan? †¢ What can be done if the product or service does not meet performance standards? †¢ What corrections can be made if the pricing, distribution, and promotion strategies do not accomplish the marketing goals and objectives? †¢ How will marketing activities be evaluated?

Biogas Production From Various Fruit Peels Environmental Sciences Essay

Biogas Production From Various Fruit Peels Environmental Sciences Essay Analysis of the various process conditions for the production of biogas (bio-methanation)from mango peel, papaya peel and banana peel were done. Based on the analysis the process conditions were varied accordingly and the comparative study of biogas production from mangopeel, papaya peel and banana peel in terms of pH, inoculum to substrate ratio and temperature was carried out. The major problem in the bio-methanation process was blockage and scum formation. Temperature and pH fluctuations also affect the production of biogas. High temperature(55à Ã‚ ¦ C) causes accumulation of fatty acids which affects the process stability and influences the pH ( Nagamany and K Ramasamy, Biogas production technology: An Indian perspective). If cow dung is used as the inoculum the stability of the digester is monitored. The pH at 5 the population of microbes is lowered and the activity is reduced ( Sahota and Ajit Singh).The ratios of cow dung to peels (1:2, 1:5, 1:10) were used in different setups and the production of biogas was observed. Peels of various fruits were used in the same ratio and their production rate was measured.The C/N ratio varies for different peels and was adjusted by addition of nitrogen sources for optimization of production . The measurement of volume of biogas produced was done using the downward displacement technique of water. Different parameters that were considered to affect the rate of production were observed for different setups. The comparison of production from different peels aims at identifying the ideal raw material source and the optimization of the process parameters for the maximum production of the gas. Keywords: Bio-methanation, process parameters, process stability, downward displacement of water Introduction The realization that the existing fuel resources are getting exhausted faster than expected and with the current developmental activities being at its high ,the situation demands more conservative action. The demand for the conventional fuel is on an all-time high and the demand can be controlled using alternative fuel sources. The extensive use of conventional sources over all these years has led to degradation in the environment. Since the global climatic stability is at stake the usage of renewable and cleaner fuel sources is being recommended. The usage of renewable fuel sources helps to conserve the existing conventional fuel and protect the environment. Renewable sources can be direct (such as solar energy) and indirect (such as biomass): energy of the wood and the other biomass obtained from plants has solar energy fixed by the process of photosynthesis (Chang, 2003). Anaerobic digestion is a process of biodegradation which uses bacteria to convert biomass into energy. Energy is in the form of biogas which is a mixture of methane and carbon dioxide which is used for generation of power. Fruit peels are biodegradable in nature and are a potential source for the production of biogas. The fruit peels mainly consist of cellulose, reducing sugar, non-reducing sugar, moisture etc these acts as a source of carbon and energy for the microorganisms taking part in the bioconversion and by enzymatic hydrolysis converts the polymeric components of the peels into monomers. The monomers are converted to soluble organic acids mainly acetic acid, (methanogenic bacteria) converts it to methane and carbon-dioxide and various by products. Maishanu and Seekimpi (1988) and Anonymous(1992) observed that microbes require neutral or mild alkaline condition for optimal biogas production. Various parameters such as pH, ratio of substrate: inoculum , temperature affects the production. Materials and Methods The peels of mango, papaya and banana were collected from VIT, were cut into smaller fragments and dried. The moisture content of the various peels was determined by standard method. The peels were grinded, the pulp was prepared and the slurry was prepared in the ratio in accordance to the respective moisture content of the peels. Sieve was done to obtain desired particle size and stored at room temperature. 2litre anaerobic bio-reactor was used to perform the experiment. BMP Test Lab Digester: Experiment was performed in 2 litre anaerobic bioreactor capped with rubber stoppers. Nine reactors were set up and each one was seeded with 20ml of inoculum. For each reactor different cow-dung to peel ratio of (1:2, 1:5, 1:10) were added. The pH was maintained by using alkali. Based on the C/N weight ratio of the peel urea was added to optimize the microbial activity. Nutrients (FeCl3 1g) were added for optimum growth of microbes. Water was added to the reactors after addition of substrates. Reactors were kept at 33-37à Ã‚ ¦C under incubation and the production of gas in each reactor was measured by water displacement method. Analysis The moisture content of the peels, solid content, volatile content and pH were determined by Standard method. Total volume of gas production from various peels was measured at fixed time in each day by water displacement method. Result and Discussion Improper preparation of solids leads to blockage and scum formation: proper milling and dilution ratio of solid is necessary to prevent scum formation and stratification. The C/N ratio (i.e. carbon and nitrogen sources for micro-organisms) should be 25-30:1and the loading rate is varied based on it. The gas production depends on the pH, as a pH of 5 reduced the bacterial population and the activity. Optimum pH for methanogenic microbes was slightly acidic (7-7.2 range). pH can be maintained by removing the carbon-dioxide produced during methanation. Higher temperature increased production but the process becomesunstable due to accumulation of fatty acids. Concentration of the volatile fatty acid in terms of acetic acid should not exceed 2000-3000 mg/l. Stability of the digester depends on carbon-dioxide reduction (either by microbes or artificially) and the accumulation of hydrogen takes place due to the higher production rate of hydrogen than carbon-dioxide reduction rate, it inhibits methanogenesis. Retention time of slurry depends on the dilution ratio, loading rate and digestion temperature. Carbon-dioxide reduces the calorific value of biogas produced hence the gas is passed through lime water to remove carbon-dioxide. Table 1. Various parameters and biogas production rate Sno: Fruit peel used for production Ratio of inoculum to substrate Loading rate of the substrate Volume of flammable gas (stp) in litre. Flammable gas production rate (litre/day). 1. Mango 1:2 1:5 1:10 2. Papaya 1:2 1:5 1:10 3. Banana 1:2 1:5 1:10 Conclusion The analysis of the production rate of biogas from three different fruit peels (mango, papaya, and banana) was done. The process conditions that affect the production of biogas in bioreactor were analysed. The effect of parameters such as pH, temperature, inoculum to substrate ratio, slurry ratio was studied and the problems that occur due to the fluctuation of these parameters during the process of bio-methanation were identified. The solutions for these problems were identified and the implementation of optimized process conditionsand the production rate of biogas from various fruit peels are to be measured and compared.

How Do The Characters in An Inspector Calls Reflect 1912 Society? :: English Literature

How Do The Characters In An Inspector Calls Reflect 1912 Society? J.B Priestley, born in 1894 in Bradford. He went to Bradford Grammar School but did not decide to go to University but to follow his passion for writing, first he wrote articles for the local London papers before going on to be a playwright. He joined the army in 1914 at the age of 20. After being on the frontline in the Second World War, Priestley became very political and started to involve his political opinions in his work, as in 'An Inspector Calls' which he wrote in the second week after the Second World War which only took him a week to finish. He put his message across to the audience through the play, which states that people of all the social classes must learn to get along with each other since everyday is spent together. The play 'An Inspector Calls' is set in 1912 but written in 1945. The characters reflect the society of 1912 in many ways. There are six main characters that reflect 1912 society and one character, the Inspector, who takes control and who basically expresses the opinions of Priestley. The Birling family are the stereotypical upper class family of 1912, they own a 'large suburban house', the father of the family is a wealthy businessman and all have high social status. Mr Arthur Birling is the man of the house he has his wife Sybil, his son Eric and his daughter Sheila. He is a hard headed businessman, only concerned with wealth, profit and social status. He reflects a stereotypical upper class businessman of 1912 because the husband would go out to work, run the business and earn the money. Mr Birling is the person who got the Birlings their high social position, this is all he cares about for example when he realises that Eric stole money from his office he says, "I've got to cover this up as soon as I can. You damned fool" here he shows how concerned about his social position he is. This is what Priestley gets at. Priestley is annoyed about the fact that the upper-class businessman, such as Birling, had no outlook on others, mainly the working class, and Priestley tries to get his message across to the audience that people in Birling's position should not act as arrogantly as he and realise the value of others across the community. Mr Birling thinks very highly of himself and it shows especially where he talks about the First World War and how war was impossible, "Just because the Kaiser makes a speech or two, or a

The Ethics of Software Outsourcing :: Software Outsourcing Essays

Analyze whether the United States should outsource software development from several ethical viewpoints. Introduction Always act in your own self interest -- ex-boss Many Santa Clara computer engineering professors ask their students where they are working. I am always surprised at the great number of students who are not. If these students are representative of the Silicon Valley job market, then its outlook is bleak. Many of these students' ex-jobs have been outsourced to lower cost countries such as India and now the Philippines. Software outsourcing has been a boon for such countries, creating many well paying jobs and stimulating their economies. Software outsourcing may also be a net benefit to the United States economy while hurting these students greatly. Many people in other professions fear that the outsourcing wave will spread to their jobs. This fear has focused renewed attention on this previously software and manufacturing jobs issue. Many of today's arguments for and against outsourcing are based on ethical viewpoints. Many Americans argue that American companies should be supporting Americans or that the playing field is not level. In contrast, American companies almost invariably argue that it is their ethical obligation to maximize shareholder value. Many Indians and Indian companies argue that outsourcing has been a net benefit to America and that this trade promotes a common good. Some Americans take the opposite view, seeing outsourcing as a detriment to common good. Utility Viewpoint Outsourcing makes businesses more competitive, increasing their exports and their profits and placing more investment surpluses in their hands which can be deployed to make more jobs -- Indian Prime Minister Atal Bihari Vajpayee (1) The utilitarian viewpoint states that an ethical question should be decided on the basis of the greatest good. Opponents measure utility for American workers and by implication the American economy. They argue that the loss of jobs will lead to the gutting of the middle class and the ruination of an economy based it. They point to the first net loss of American jobs in a Presidential term since Herbert Hoover as evidence. American programmers, in particular, are facing the highest unemployment rates ever measured for the group (2) despite an improving economy. American corporations in favor of outsourcing measure utility for the overall U.S. economy. They argue that outsourcing allows resources to be freed for greater innovation and that outsourcing promotes trade. These, they argue will ultimately create jobs. Opponents counter that what jobs are being created tend to be lower paying service jobs.

Volunteering at a Nursing Home Essay -- Contribution to My Community Se

Volunteering at a Nursing Home I ambitiously decided that I would brighten the lives of the elderly by volunteering at a rest home, but discovered that the elderly were being neglected, shoved aside and forgotten. As I stepped into the home a pungent odor penetrated my nostrils, causing an instantaneous gagging reflex. The place was abounded with neglected and subdued inhabitants, yearning for attention. Anybody that passed them caused a sudden outburst of ranting. The negligence and disregard the home displayed appalled me, but helped me to realize that I wanted to make a difference and change the condition people live in. As I walked down the corridor I noticed a man lying in a hospital bed with only a television, two dressers, and a single window looking out at nothing cluttering his room. Depression overwhelmed me as I stared at the man laying on his bed, wearing a hospital gown stained by failed attempts to feed himself and watching a television that was not on. The fragments of an existence of a life once active and full of conviction and youth, now laid immovable in a state of unconsciousness. He was unaffected by my presence and remained in his stupor, despondently watching the blank screen. The solitude I felt by merely observing the occupants of the home forced me to recognize the mentality of our culture, out with the old and in with the new.   Ã‚  Ã‚  Ã‚  Ã‚  I then sat with a woman who was gazing out of the window. The woman appeared to be in her early eighties, but...

Academic Reading and Writing

CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING Learning Unit 2: READING SKILLS By the end of this session, you should be able to: identify what the writer has stated literally (read the lines) infer what the writer has stated (read between the lines) apply ideas within the text to what you already know (read beyond the lines) A. Reading Academic Texts Academic texts are relatively formal in structure and style. They might be textbooks or just straightforward texts.To increase the amount of information that you can extract from a single reading of a section, chapter or article in an academic text, you need to use efficient academic reading strategies. Some of the skills which are essential in academic reading are skimming and scanning for specific information or details, making inferences based on what is stated and applying ideas with the text to what you already know. B. Identifying Specific Information To identify specific information, you should begin b y scanning the topic sentences (i. e. he sentence which makes the point of the paragraph and which is usually the first sentence of the paragraph). Locating the topic sentence helps you to stay focus on finding the needed information. Task 1 Read the following passage and provide the most appropriate answers for the corresponding questions. Social Influence 1 Of the many influences on human behaviour, social influences are the most constant. When we hear the term social influence, most of us think of attempts of someone to persuade us to change our actions or opinions. The television usually comes to mind.However, the major influence on people is people’s presence. Many of the most important forms of social influence are unintentional and the effects we humans have on one another occur due to the fact that we are in each other’s physical presence. In 1898, a psychologist named Triplett made an interesting study. In checking the speed records of bicycle racers, he notic ed that better speed records were obtained when cyclists raced against each other than when they raced against the clock. This observation led Triplett to perform another experiment. He asked children to turn a wheel as fast as possible for a certain period of time.Sometimes two children worked at the same time in the same room, each with his wheel; at other times, they worked alone. The results confirmed his theory that children worked faster in co-action, which is when another child doing the same thing was present. Therefore, the experiments proved that humans perform significantly better with the presence of another person when doing a task. 2 ARW-SEM2-2013-LU2-READING-SKILLS 48 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING 3 Soon after Triplett’s experiments, it was discovered that the presence of a passive spectator was enough to improve one’s performance.This was discovered in an experiment on muscular effort by Meumann in 1910, who found that subjects lifted a weight faster whenever the psychologist was in the room. Later experiments have confirmed this audience effect that provides several contributions to humans. Firstly, it helps to motivate a person to perform better. Secondly, it drives a person to break the psychological barrier. This is apparent in sport competitions in which crowds have a great effect on athletes’ performance, and it is normally referred to as home-ground advantage. For example, footballers tend to win more matches hen playing in front of their own fans. It appears that co-action and audience effects in humans are caused by the individual’s cognitive concerns about competition and the evaluation of performance that others will make. We learn as we grow up that others praise or criticize, reward or punish our performances, and this raises our drive level when we perform in front of others. Thus, even the early studies of co-action found that if all elements of competition are removed, co-action effects are reduced or eliminated. Similarly, audience effects are a function of a person’s interpretation of how much he is being evaluated. adapted from Simon, 2010) 4 1. Based on the information provided in paragraph 1, what is the main influence in changing a person’s behaviour and views? ____________________________________________________________________ ____________________________________________________________________ 2. What does the underlined phrase â€Å"comes to mind† in paragraph 1 mean? ____________________________________________________________________ ____________________________________________________________________ 3. According to the passage, what was the result of Triplett’s two co-action experiments in 1898? ___________________________________________________________________ ____________________________________________________________________ 4. Briefly explain TWO (2) reasons that caused the existence of co-action and audience effects in humans. ____________________________________________________________________ ____________________________________________________________________ ARW-SEM2-2013-LU2-READING-SKILLS 49 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING C. Making Inferences Writers often tell you more than they say directly. They give you hints or clues that help you â€Å"read between the lines†.Using these clues to give you a deeper understanding of your reading is called inferring. When you infer, you go beyond the surface details to see other meanings that the details suggest or imply (not stated). Task 2 Warming-Up: Try to infer the possible message of the following cartoons. Discuss the messages with your peers and explain why your message is acceptable. Possible message: ______________________________ ______________________________ Possible message: ______________________________ ______________________________ ARW-SEM2-2013-LU2-READ ING-SKILLS 50 CENTRE FOR LANGUAGE STUDIES, UNIMASPBI 1032: ACADEMIC READING AND WRITING Task 3 Making Inferences: Read the short excerpts taken from several academic articles and answer the questions given. Excerpt 1 During the recession of the mid-1980s, there was an increase in graduate unemployment in Malaysia. With the recovery of the economy towards the end of the 1980s, graduate unemployment was slightly reduced thanks to government’s effort to create more jobs. However, graduate unemployment that existed during the 1998 currency crisis still persists until today as many companies were forced to merge and lay off workers.It has been reported that the number of unemployed graduates had increased from 45,000 in 2000 to 85,000 in 2005 (Sim, 2006). What is the main cause of the increasing rate of graduate unemployment in Malaysia? A. Limited job opportunities due to economic instability. B. Currency crisis in 1998 reduced salary of many jobs. C. Lack of efforts by the gover nment to improve the economy. D. The impact of the global economic recession in the mid-1980s. Excerpt 2 Students are required to take English exam as a compulsory requirement for entrance to public university.MUET (Malaysian undergraduate English Test) result for new entry student for the 2007/8 intake at one public university which can be considered as a typical sample for other public universities indicated that most students scored below the satisfactory level in English competency. From the population of 2916 new students’ intake at this public university, about 72. 7% has a score of Bands 1, 2 and 3. This is because all they need is to get the MUET certificate regardless of their Bands (Mohini, 2008). Why did many students still score below the satisfactory level though MUET is a compulsory entrance requirement?A. Students lack initiatives to improve their English. B. English is often taken for granted since it is accepted as unimportant. C. Majority of the programmes a t university does not have a minimum Band requirement. D. A high MUET band is not a necessity for university entrance. Excerpt 3 It is all too apparent in this study that many students, often very good students, suffer needlessly when doing group assignments. While some academics might claim that it is good to let students face problems arising from group work, it is pointless having them to face problems that they will not see in the workplace.Simply making students do assignments together is not preparing them for team work in industry. It is not simulating â€Å"real life in industry†. It causes stress to many students and gives them grades they do not deserve, especially when the better ones are penalized for the lack of efforts by others (Ford & Maurice, 2011). Why do good students suffer from doing group assignments? A. Group assignments reduce lecturers’ marking load. B. Group assignments do not relate to their future work life. C. Group assignments’ grad es do not reflect their actual ability.D. Group assignments help them manage problems when working together. ARW-SEM2-2013-LU2-READING-SKILLS 51 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING D. Reading Practice Task 3 Read the passage below and choose the best answers (A, B, C or D) for the questions that follow Break Your Bad Habits By Amy Novotney As an undergraduate student, you probably got A's despite less-than-ideal study habits: reading in front of the television, staying up all night cramming, checking e-mail every 10 minutes while working on a paper.These behaviors may have cut it in college, but graduate school calls for a better set of strategies, says University of Virginia psychology professor Daniel Willingham, PhD. According to psychology faculty and other experts, here are the top five habits that hold graduate students back: 1. Highlighting. Dog-earing pages and highlighting journal article passages are popular but worthless exercises wh en it comes to helping you remember information later on, Willingham says. That's because they don't require students to engage with the material.Instead, he suggests students find a more active strategy that forces them to think about the meaning of what they're reading. This might be something as simple as taking notes on important points, outlining how journal articles fit together or spending a moment after reading a paragraph to reflect on how it fits into a piece's bigger picture. In a study by Pintrich and De Groot (1990), students who asked themselves â€Å"why? † at the end of each sentence while reading a factual passage about a university were significantly more likely to remember important points than students who were simply told to read the passage and remember it. . Cramming for exams. When you pull an all-nighter, your memories of the concepts you’re studying becomes associated with a particular time and environment, making them harder to retrieve, says Willingham. That's bad news for crammers, as most tests aren't handed out at 2 a. m. There are several reasons why distributing your studying throughout the semester is more long-lasting. One is that your brain doesn't make that association because the knowledge is cued and retrieved at many different points over time.Willingham's claims are backed up by Webb and Sheeran’s (2006) meta-analysis of 317 experiments examining the spacing of student study periods. The authors found that when participants studied at two different points in time, they recalled a greater percentage of the material than when the same amount of study time was nearly uninterrupted. 5 10 15 20 25 30 ARW-SEM2-2013-LU2-READING-SKILLS 52 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING 3. Unhealthy eating. With both time and money in short supply, graduate students often skip lunch when rushing to class or hit the vending machine for a late-night snack.Yet the high-fat, empty-calo rie foods they often choose don't provide the energy needed to work effectively, and can also take a toll on the brain. A study by Manos (1999) linked memory loss to a diet high in saturated fat and cholesterol. And a 2008 meta-analysis of 160 studies examining food's effect on the brain showed that omega-3 fatty acids, which are found in salmon, walnuts and kiwi fruit, improve learning and memory (Hillman & Erickson, 1999). 4. Multitasking. Many students pride themselves on their ability to attend to several tasks at once, but multitasking undermines efficiency, according to a study by Miller (2006).It takes extra time to shift mental gears every time you switch tasks—that means when you sit down to work, close your e-mail program so it doesn't distract you. â€Å"If you ask any graduate student what they do first when they sit down to study, 99 percent say they check their e-mail, and then the next thing you know, an hour has gone by,† Miller says. When you're studyi ng, you may even need to disable your Internet connection and turn off your cell phone, she says. 5. Assuming you remember what you've read.According to a Pickering and Ferreira’s (2006) meta-analysis of 30 years of research, we aren't very good at assessing how well we understand something. You may feel well-versed in the social psychology theories you learned in class after reading over your notes several times, but familiarity doesn't mean you'll be able to recall the material for a test, Willingham says. To gauge whether you've studied enough, explain the material to someone else or create a test for yourself, he says. â€Å"Quizzing one another is the No. 1 thing I recommend to students,† Willingham says. It's a much more realistic assessment of what you know because it forces you to get inside the professor's head and think about what they are likely to ask about the material. † (adapted from Novotney, 2009) 35 40 45 50 55 60 For Questions 1-5, choose a wor d/phrase that is closest in meaning to the underlined word as used in the text. 1. Dog-earing pages †¦ (line 9) A. m a r kin g wit h book m a r ks B. dr a win g pict u r es on pages C. foldin g t h e cor n er s of pa ges D. wr it in g down n ot es on t h e side 2. †¦ making them harder to retrieve (line 24) A. or ga n ise B. pr ocess C. r eca ll D. t im u la t e ARW-SEM2-2013-LU2-READING-SKILLS 53 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING 3. †¦ can also take a toll on the brain (line 38) A. ch a r ge B. disast er C. ba d effect D. lou d r in gin g 4. It takes extra time to shift mental gears †¦ (line 45) A. speed up wor k B. slow down t h inkin g C. t h in k a t a n a lyt ica l level D. ch a n ge focu s of concen t r a t ion 5. You may feel well-versed in †¦ (line 54) A. com pet en t B. en t h u siast ic C. h a bit u a l D. r em em ber For Questions 6-15, choose the most appropriate answers based on your reading. . Which of t he following is an ideal study habit for undergraduate students? A. Studying while watching television. B. Studying into the wee hours of the morning. C. Interacting in emails while doing an assignment. D. Searching the internet for information on assignments. 7. Which sentence contains the main idea for the paragraph on highlighting? A. Dog-earing pages and highlighting journal article passages are popular but worthless exercises when it comes to helping you remember information later on, Willingham says B. That's because they don't require students to engage with the material. C.Instead, he suggests students find a more active strategy that forces them to think about the meaning of what they're reading D. This might be something as simple as taking notes on important points, outlining how journal articles fit together or spending a moment after reading a paragraph to reflect on how it fits into a piece's bigger picture. 8. According to the paragraph 2, why are crammers unable to r emember what they studied the night before? A. Memory is better at night but tests are usually not conducted at night. B. People usually lose their concentration if they study in one long sitting. C.What is studied is stored in the memory as a single episode and is not easily recalled. D. The amount of time spent studying in one night is less than that for a whole semester. ARW-SEM2-2013-LU2-READING-SKILLS 54 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING 9. Why do students end up with unhealthy eating habits that affect their memory and learning? A. Food stalls are not open at night. B. They are busy and short of money. C. High-fat, empty-calorie food is tasty. D. They have lectures during lunch hour. 10. What food should students avoid if they want to improve their memory and learning?A. Fish. B. Fries. C. Fruits. D. Nuts. 11. What is the main idea for the paragraph on multitasking? A. Multitasking is an ability to be proud of. B. Multitasking is not an efficient way to study. C. Checking email should not be part of multitasking. D. Internet connection is a distractor when multitasking. 12. What is the author not saying in paragraph on multitasking? A. Students should do the less mentally taxing tasks first. B. It is better to finish one task first before starting another. C. Email, internet connection and cell phones are distractive. D. To save time, graduate students should not check their email. 3. Why do students often assume they remember what they have read? A. They are familiar with it. B. They have copied the notes. C. They have attended the lecture. D. They can explain it to someone. 14. According to Willingham, which is the best way to assess how well we understand something? A. See whether we can recall the information in the lecture. B. Find out whether we can do the test given by the lecturer. C. Ask each other questions on the information in the lecture. D. Set a test on the lecture and answer the questions ourselves . 15. Which text? A. B. C. D. f the following less-than-ideal study habits is not an idea found in the Eating at irregular hours. Doing last-minute studying. Reading articles superficially. Doing many things at one time. ARW-SEM2-2013-LU2-READING-SKILLS 55 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING Task 4 Read the passage below and choose the best answers (A, B, C or D) for the questions that follow. The Record-breaking Book 1 The biggest house of cards, the longest tongue, and of course, the tallest man: these are among the thousands of records logged in the famous Guinness Book of Records.Created in 1955 after a debate concerning Europe's fastest game bird, what began as a marketing tool sold to pub landlords to promote Guinness, an Irish drink, became one of the bestselling copyright titles of all time. In time, the book have sold 120 million copies in over 100 countries, quite a leap from its humble beginnings. 2 In its early years, the book aims to satisfy man's curiosity about the natural world around him. Its two principal fact finders, twins Norris and Ross McWhirter, travelled the globe to collect facts.It was their task to find and document aspects of life that can be sensed or observed, things that can be quantified or measured. But not just any things. They were only interested in superlatives: the biggest and the best. It was during this period that some of the hallmark Guinness Records were documented, answering such questions as â€Å"What is the brightest star? † and â€Å"What is the biggest spider? † 3 Once aware of the public's thirst for such knowledge, the book's authors began to branch out to cover little-known facts. They started documenting human achievements as well.A forerunner for reality television, the Guinness Book gave people a chance to become famous for accomplishing extraordinary and often pointless tasks. Records were set in 1955 for consuming 24 raw eggs in 14 minutes and in 1981 for the fastest solving of a Rubik's Cube (which took a mere 38 seconds). In 1979, a man yodelled non-stop for ten and a quarter hours. 4 In its latest form, the book has found a new home on the internet. No longer restricted to the physical paper, the Guinness World Records website contains seemingly infinite facts concerning such topics as the most powerful combustion engine, or the world's longest train.More and more facts and achievements are added. While there is no denying that each of these facts has its individual attraction, the increasing number of strange achievements represents an important change from the education-oriented facts of earlier editions. It seems Guinness World Records has changed its focus to cater to the audience that wants entertainment more than educational values. 5 Originating as a simple bar book, the Guinness Book of Records has changed over decades to provide insight into the full variety of modern life.Although one may be more likely to learn abo ut the widest human mouth than the highest number of casualties in a Civil War, the Guinness World Records website offers a peek into the future of fact-finding and record-documenting. (adapted from Michael & Timothy, 2012) ARW-SEM2-2013-LU2-READING-SKILLS 56 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING 1. What caused the introduction of Guinness Book of Records in 1955? A. The search for bestselling titles. B. The debate by several pub landlords. C. The marketing tool to promote Guinness. D. The arguments on the Europe's fastest game bird.What was the main purpose of Guinness Book of Records in its early years? A. To document various life happenings B. To let the fact finders do the superlatives. C. To fulfil the curiosity within each human being. D. To travel around the world and find unbelievable facts. As used in paragraph 2, which is the best definition for â€Å"principal†? A. main B. belief C. senior D. original How did the Guinness Book r eality television show give people a chance to become famous? A. By accomplishing a task within a given time. B. By showing off their eating and singing habits. C. By presenting their skills in front of the audience. D.By performing strange and usually pointless tasks. 2. 3. 4. 5. What is the primary benefit of making Guinness World Records available online? A. It is more environmental friendly. B. It helps to save the cost of printing the book. C. The book can be sold to a larger number of readers. D. More facts can be added without the restriction of the paper. According to the author, the major difference between older editions of the Guinness Book of Records and the new Guinness World Records website involves A. a move from fact-finding to the recording of achievements B. a change in focus from educational to entertaining material C. departure from book sales being limited to local pubs and bars D. an end to the use of educational facts as a means to promote Guinness Why does Gu inness World Records include more strange achievements? A. It adds entertainment values to the records. B. It allows more people to achieve the impossible. C. More people were capable of doing weird things. D. The education-oriented facts are very hard to find. 6. 7. ARW-SEM2-2013-LU2-READING-SKILLS 57 CENTRE FOR LANGUAGE STUDIES, UNIMAS PBI 1032: ACADEMIC READING AND WRITING 8. As used in paragraph 4, which is the best definition for â€Å"infinite†?A. certain B. excellent C. unlimited D. very little Which of the following statements is TRUE? A. The reality television show for Guinness Book of Records was a failure. B. The title for the Guinness Book of Records was derived from an Irish bird. C. Norris and Ross McWhirter were the first fact-finders for Guinness Book of Records. D. Changes to Guinness Book of Records are expected in the future since many people dislike reading silly records. What does the author imply by â€Å"Guinness World Records website offers a peek int o the future of fact-finding and record-documenting† (paragraph 5)?A. Guinness World Records website will continue to be more entertainmentbased. B. Finding facts on various records to fit into the website would be harder in the future. C. The need for Guinness World Records website to be maintained for future generations. D. The Guinness World Records website may not be visited in the future since it has excluded educational facts. 9. 10. IMPORTANT NOTE: In the final exam, the reading section will only include multiple-choice questions (MCQ) ARW-SEM2-2013-LU2-READING-SKILLS 58