Mass society system

The problem is the fact that society tends o associate culture with concepts, such as fine arts, literature, classical music, philosophy, etc. All these are manifestations which belong to a subdivision of culture known as high culture. Nevertheless, what about other signs of culture, such as television, movies or magazines? Are they not cultural signs? To my mind, evidently they are. In fact, high and popular culture are closely related, due to the fact that nowadays, most of the manifestations of popular culture are originated In signs of high culture. Certainly, the UK Is not an exception. For that reason. Wrought these nines I would like to prove my point by two examples (one from literature and the other from music) and finally, I will give you a contrastive perspective with examples of the same fields of study. The first example is related to literature. From time immemorial, this field of knowledge has been related to erudite people, simply because at very ancient times In hist ory, literature could be known and studied by literate ones. Clearly, they were not too many; In fact, they were a sort of elite. Just wealthy people had access to formal education and knew how to read and write properly.However, time went by and being an educated person became more affordable. In most of the constitutions worldwide, being educated is compulsory; it is a right for everyone. For that reason, in relation to this area, that is to say literature, little by little people started to know the classics such as Homer, Plato, Tolstoy, Verne, among others. In these terms, with Shakespeare. Among their master pieces we can find â€Å"Romeo and Juliet†, â€Å"A Midsummer Night's dream†, â€Å"Hamlet†, â€Å"Macbeth†, and â€Å"King Lear†. Most of them are recognized all over the world for thousands. But, are Shakespearean works presented n low cultural manifestations?Indeed, there are multiple references of Shakespeare in popular culture. For I nstance, there are several movies based on his works like: â€Å"Gnome and Juliet†, â€Å"Shakespeare In love† or â€Å"Warm bodies†; which Is Inspired In the â€Å"Buff The Vampire Slayer†; a popular television program in the nineties. Moreover, we can recognize the Shakespearean influence in Disney movies like â€Å"The Beauty and the Beast†, in which Belle reads to the Beast a quotation from â€Å"Romeo and Juliet† or in the movie â€Å"The Nightmare Before Christmas†, in which the main character Jack makes clear reference to the scene of the skull in â€Å"Hamlet†.Finally, we have the â€Å"Lion King†, which is entirely based on Hamlet's story since: Scar kills his brother (as Claudia kills his brother, the King); then Mafia's ghost visits Samba (as the King's ghost visits Hamlet) and at the end of the movie Samba is encouraged by Timing and Puma to take revenge for his father's death (exactly as Restaurants and Guil elessness did in Hamlet). The second case is located in the field of music. This is the case of â€Å"Queen†, in particular, the case of its vocalist, the great Freddy Mercury.Perhaps, now you are wondering, how this rock and roll musician can be influenced by high culture music? At the very beginning, when he was a child, he was formally trained on piano; in which he was quite skilful. In addition, some people who were closed to him, said that he used listening classical music; like Chopin and Mozart, moreover, he was even pretty interested in opera; having a large collection of opera recordings. Other example of it was a comment of one his friends named Chris Smith, who said that Freddy piano style was very Mozart.In fact, in my point of view, this influence is Leary noticeable in songs of his band like â€Å"Bohemian Rhapsody'; in which there is an exquisite mixture of rock music, touches of classical piano and the magnificent contributions of the lyrical choir; or in the song â€Å"Love of my life†, in which we can listen features of classical music as the arpeggios, which are not very common in rock and roll style. The last two examples are valid according to its own perspective. Nevertheless, there is a different point of view, which is related to a social system known as â€Å"Mass society'.People, who have studied this system, have established that high culture has en replaced by low culture. This cultural replacement has been helped, enormously, by mass media or the widespread of popular education. These ones have caused a progressive deterioration in population's tastes, that is to say, that year after year people's tastes are more unsophisticated and that is the reason why they replace high cultural elements for those which are part of the popular tradition. For instance, a quite clear example of this situation is the amount of people who listen to classical music.In fact, a survey of ‘The Reader's Digest' says things like a th irty three recent of people have never listened to classical music, or that a thirty nine percent of the survey respondents, assure that they do not like listening to this type of music. Other good evidence of it could be the preference for some books, especially, ‘Best sellers'. The best example is â€Å"Harry Potter†. This saga is one of the most successful in the I-J and in the whole world; adolescents were avid to read every single word.However, would have they the same desire to read the classics of literature by themselves? According to this, we could confirm that popular culture is not reflected n high cultural manifestations, there is not a kind of legacy or continuity from one to the other, there is Just a substitution process; sadly, high culture has been left aside. As a conclusion, through the development of the present document and taking undeniable that elements related to the field of high arts such as: literature, classical music, visual arts, etc. Re ma nifested in expressions of popular culture like: movies, television programs, newspapers, magazines, among others. Even though, it is important to take under consideration, that there is not Just one perspective in relation to this matter. In addition, we have the point of view according to the phenomenon of â€Å"Mass society system†, which indicates that, progressively, low culture is replacing high cultural manifestations; reducing population's taste.

THtruemilk

Vietnam Is gradually open the economy to well-come there of International trade, which create a great Incentive for any Industry, Including dairy Industry, to expand production, enhance competition and better benefit domestic as well as foreign consumers. Dairy products offered in Vietnam market today, for that reason, become various. HTH True milk, the young and potential producer in this industry, has been well-known as a domestic firm providing high-qualified dairy products with acceptable price.In the band new economy background, HTH True milk also cope with ever competition, but still not only survive but also continuously get further step In dominating the domestic market. Fresh milk Is one of HTH group's strategy, and an outstanding example of HTH true milk's success in term of market share as well. To clarify culprits for HTH true milk's prosper and also work out some suggestion for its further development, our group has managed to make some analysis of overall market, busine ss environment, brand, customers and competitor s as well as SOOT matrix applied for the company Itself.The marketing plan Is composed of 5 mall parts: Firstly, in the part of current marketing situation , market situation, product review, competitive review, distribution situation would be clarified. Secondly, SOOT analysis indicates strengths, weaknesses, threats and opportunities to help company see through where they are standing in the dairy market and make decision to deal with: capitalizing on strengths, overcoming weaknesses, maximizing opportunities, and eliminating any threats or turning them Into opportunities.In the next part, objectives and Issues would be mentioned. _ After that, marketing strategy including signposting, product, pricing and promotion strategy plus distribution strategy will be discussed. And based on the company's strategies, the action program is established II. HTH True milk was established In 2009 with the financial advisor of the Bank of North Sal sa commercial Joint stock.The True milk enters the mature dairy market and face with many veteran competitors. Figure: Vietnamese dairy revenue from 2004-2009(unit: billion VEND) (Source: Hauberk securities' annual report) Vietnam dairy Industry has experienced a significantly growing trend In revenue urine the period 2004-2009 as the sales doubled to VEND 8,503 billion In 2009 as compared to the figure of VEND,084 billion in 2004.This development attracted a lot of companies to invest in this potential market, forcing HTH true milk to involve in a great competition for survival. There are about 50 dairy companies in Vietnam, mostly small and medium sized companies. The biggest competitors are: Vanilla, Dutch Lady Vietnam, Nestle Vietnam, Nutrition, F & N Vietnam and Hangnails. However, the market Is very concentrated and 65% belong to 2 major manufacturers are Valhalla

Introduction Essay Example | Topics and Well Written Essays - 250 words - 4

Introduction - Essay Example Quite successfully, the team came up with a barge design with Styrofoam, covered by wood. Many parameters like water resistance, speed and other stress load factors are considered to develop the design successfully. However, there will be a factor of uncertainty in the real world design (Ullman 314). A barge with rails, rope, claw and a hole-saw drill is the basic mechanical design for the floating Styrofoam salvage to transport the material. The claw is designed to catch the object under the water upon a trigger that is a simple electrical design. The hole saw drill has a threaded rod which again works on an electrical trigger. The movement of barge is made possible with a rope and rail mechanism. The prototype design was developed considering a water tank as the surrounding and limited environmental factors. The output that we obtained based on the design calculation was near to perfection, under the provided limited information. Considering the QFD process, the design planning process, the overall project performance taking into account the various parameters, gave a satisfactory results. Though the team was not working under a result-oriented platform, the conclusions that we could make on the design process turned out to be

The Short Life and Detailed Burial of King jTutankhamun Term Paper

The Short Life and Detailed Burial of King jTutankhamun - Term Paper Example age practices of the royals.4 Thus the playing of board games was more likely pastime of the King, rather than the hunter or warrior activities of a healthy king. When Howard Carter first opened the room with King Tutankhamun’s remains, he only saw a gold wall.5 The gold wall was King Tutankhamun’s sarcophagus. Priests had prepared King Tutankhamun’s body, before wrapping it in the best linen and jewels in order to intern him in the sarcophagus. First King Tutankhamun’s internal organs were removed, and then his body was immersed into a mixture of salt and baking soda found in Egypt naturally.6 This salt was also put into every orifice in his body. The King’s brain, as was tradition in Ancient Egypt, was removed with a long needle through his nose. His internal organs were treated with this mixture as well, and unlike other mummies, these organs were placed in solid gold mini coffins to be placed in his tomb with him.7 The drying out process helped with the natural decay of a body made up mostly of water. The drying out process took seventy days before a mummy could be entombed. So the skin would not crack, oils were rubbed into the skin throughout the seventy days. This oil contained resin. The priests would chant incantations as they rubbed the King’s body. After seventy days, the priests would chant religious sayings while wrapping the King’s body. More oil was rubbed on the body; this oil was also placed in containers in his tomb.8 The best quality linen was then wrapped in layer upon layer around the body. Unlike the mummies seen in the movies and television, King Tutankhamun’s strips of linen were interwoven with oil, jewels, and gold.9 After this was done, the King’s body was placed in the one of three coffins found in the sarcophagus. King Tutankhamun’s body is currently entombed in his original burial tomb in the Valley of the Kings. The famous mask that travelled the world in the first exhibit resides in a museum in Egypt. An

Australia study Annotated Bibliography Example | Topics and Well Written Essays - 250 words

Australia study - Annotated Bibliography Example The book is notable in that it was written to be an aid for those who teach Aboriginal culture and languages. This Victorian-era work is a broad stroke examination of the cultural history and practices of the Aboriginal peoples of Australia. It provides a quite detailed look at native languages and details specific phonological and grammatical aspects that have challenged English speakers. This venerable book presents an interesting overview of factors that aggravated the racist impulses of the ruling Anglo-Australian society. This work utilizes the work of linguists and anthropologists from around the world who have studied the demise of native languages in Australia. It pays special attention to the particular social contexts in which Aboriginal languages have been used and are used today. Languages are examined from a largely functional standpoint and from the perspective that government policies have damaged the vast majority past the point of reclamation. This seminal report is one of the most comprehensive compilations of the latest data concerning the state of Aboriginal languages. It presents a chronological account of the erosion of Aboriginal lifestyles and cultural traditions. It paints a bleak picture of the state of native languages in Australia, though it doesn’t waver from a strictly fact-based recitation. Co-written by an anthropologist and linguist, this book focuses on the close relation between the environment, culture and language. This highly academic work makes a convincing case for the preservation of native languages, explaining what is at stake in a world where more languages are at risk than ever before. The authors make the interesting point that losing native languages is wasteful in that rich scientific knowledge is lost forever. Schmidt’s disciplined academic approach to the subject includes an analysis of

Health policy Essay Example | Topics and Well Written Essays - 250 words - 6

Health policy - Essay Example With the ultimate ruling set for June, the insurance firms must be ready to alter their plans for the coming year. The court lays its focus on federal issues that may help in lowering the insurance costs, with close linkage on the federal taxation system. However, the plaintiff is quick to put it that the law fails to authorize the insurance systems in states offering online insurance packages. Ruling against the subsidies could see over seven million citizens lose the insurance financial aid from the government. Exclusion of the tax credits is likely to lead to detrimental effects on the insurance departments, and an ultimate collapse. For a myriad of people, dropping the coverage they may not afford to pay is the ultimate solution. A few consumers may persist with the payments, since they value their health. The passing of the law will have great repercussions to every American citizens, especially those whose reliance is on government financed insurance. I concur totally with the author of the article. First, she drives her points home so well- making it clear that the passing of the law will lead to a hike in the prices of the insurance packages. He cites several reasons, such as credit removal and its implications. Essentially, an uninsured population is a direct translation to death. His ideologies are real and applicable. I would prefer the court to make a ruling against the Act, as it will diminish the significance of Obama Care. Anna Mathews, Insurers biggest fear: a health-law death spiral, Retrieved from

Fitness Movement in the USA Assignment Example | Topics and Well Written Essays - 250 words

Fitness Movement in the USA - Assignment Example Several fitness businesses ranging from small storefronts to multipurpose clubs, women-only bastions to muscle gyms dotted the sporting landscape. Stand-alone clubs donated the industry until the twentieth century when the industry was transformed by the large centrally owned chains. According to Costa & Guthrie (1994), the last decade of the twentieth century was depicted by the formation of â€Å"Chandlerian† core, a contrast to the peripheral industry. The fitness movement thrived successfully in an environment that gifted collective individualism; an environment where the labor of public exercise initiated individual virtue. The shifting gender relations and the interest of women and men in molding a fit toned but healthy body were the founding issues of the movement (Costa & Guthrie, 1994).   In conclusion, the fitness movement focused on health and individuals’ responses to building self-esteem. The movement serves a positive and vital need while focussing on profits from people and depend on insecurities and the desire to have a glimpse at commercially constructed images of aesthetic value. The images of beauty taking the form of fitness in hyper-competitive, zero-sum, winner-take-all environment with an evanescent mirage security lead to deteriorating human happiness.

Strategy and Corporate Planning PowerGen Essay Example | Topics and Well Written Essays - 3750 words

Strategy and Corporate Planning PowerGen - Essay Example The report starts with analyzing the effect of the organizational change on corporate planning. It is found that PowerGen reorganized itself three times between 1990 and 1998. The changes in the organizational structure had to be supported with effective corporate plans which specified the roles and responsibilities of each function. Initially, PowerGen had a centralized structure which underwent a complete transformation to a decentralized operation with unit managers at each business level being given wider responsibilities. The next section tries to analyze the core competencies and capabilities which have helped PowerGen to maintain its market share. It has been found that PowerGen’s focus was to supply electricity at a low cost. It formed an effective supply chain across various geographical locations and by partnering with various companies which helped it to produce electricity at low cost. This section also analyzes the core competencies and capabilities of two other major players in the industry which are EDF and E.ON. The last section deals with understanding the effect of privatization and deregulation and PowerGen’s merger with Midland electricity which was a major strategic move and helped PowerGen immensely to stay ahead of the competition. The report ends with an analysis of the centralized system of planning adopted by CEGB in the context of Hofstede’s article titled â€Å"Cultural constraints in management theories†. It shows the importance of cultural aspects while dealing with employees. The end product of electricity industry is one of the fastest growing industries in the world. The spiraling demand for energy is expected to rise considerably till 2030. The total value of the electricity market comprises of the total electricity sold to commercial, industrial, residential and other users. In 2007, the total value of the market increased by 14.5%.

The Pythagorean Triple Essay Example for Free

The Pythagorean Triple Essay Pythagoras a Greek philosopher and mathematician is very famous for its Pythagorean Theorem. This theorem states that if a, b and c are sides of a right triangle then a2 + b2 = c2 (Morris, 1997). The study of the Pythagorean triples started long before Pythagoras knew how to solve it. There were evidences that Babylonians have lists of the triples written in a tablet. This would only mean that Babylonians may have known a method on how to produce such triples (Silverman, 16 – 26). Pythagorean triple is a set of number consisting of three natural numbers that can suit the Pythagorean equation a2 + b2 = c2. Some of the known triples are 3, 4, 5 and 5, 12, 13 (Bogomolny, 1996). How can we derive such triples? If we multiple the Pythagorean formula by 2 then we generate another formula 2a2 + 2b2 = 2c2. This only means that if we multiply 2 to the Pythagorean triple 3, 4, 5 and 5, 12, 13 then we can get another set of Pythagorean triple. The answer to that is triple 6, 8, 10 and 10, 24, 26. To check whether the said triple are Pythagorean triple, we can substitute it to the original formula a2 + b2 = c2. Check: is 6, 8, 10 Pythagorean triple? 62 + 82 = 102 36 + 64 = 100 100 = 100 Thus 6, 8 and 10 satisfy the Pythagorean equation. Δ 6, 8, 10 is a Pythagorean triple. Check: is 10, 24, 26 satisfy the Pythagorean equation? 102 + 242 = 262 100 + 576 = 676 676 = 676 Thus 10, 24, 26 satisfy the Pythagorean equation. Δ 10, 24, 26 is a Pythagorean triple. If we multiply the Pythagorean equation by 3 and using the first 2 Pythagorean triple mentioned above, we can yield another set of Pythagorean triple. Thus we can formulate a general formula that can produce different sets of Pythagorean triple. We can generate an infinite number of Pythagorean triple by using the Pythagorean triple 3, 4, 5. If we multiple d, where k is an integer, to that triple we will yield different sets of Pythagorean triple all the time. d*(3, 4, 5) where d is an integer. Check: if k is equal to 4 we get a triple 12, 16, and 20. Is this a Pythagorean triple? By substitution, 122 + 162 = 202 144 + 256 = 400 400 = 400 Thus 12, 16, 20 satisfy the Pythagorean equation. Δ 12, 16, 20 is a Pythagorean triple. Check: if k is equal to 5 we get a triple 15, 20, 25. Is this a Pythagorean triple? By substitution, 152 + 202 = 252 225 + 400 = 625 625 = 625 Thus 15, 20, 25 satisfy the Pythagorean equation. Δ 15, 20, 25 is a Pythagorean triple. But the formula given above is just a formula for getting the multiples of the Pythagorean triple. But is there a general formula in getting these triples? There are formulas that can solve each and every Pythagorean triple that one can ever imagine. One formula that can give us the triples is a = st, b = (s2 + t2)/2 and c = (s2 – t2)/2 (. A simple derivation of these formula will come from the main formula a2 + b2 = c2 (Silverman, 16 – 26). This is a shorten way to derive the formula from theorem 2.1(Pythagorean triples). a2 + b2 = c2  Ã‚  Ã‚  Ã‚  Ã‚   with a is odd, b is even and a, b and c have no common factors. a2 = c2 – b2   Ã‚  Ã‚  Ã‚   by additive property a2 = (c – b)(c + b)  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   by factoring (difference of two squares) by checking 32 = (5 – 4)(5 + 4) = 1*9 52 = (13 – 12)(13 + 12) = 1*25 72 = (25 – 24)(25 + 24) = 1*49

Study of Chinese Wine Consumption Essay Example for Free

Study of Chinese Wine Consumption Essay Abstract Purpose  ± This research aims to examine Chinese consumers wine consumption and purchasing behaviour. Design/methodology/approach  ± The study, conducted during the Chinese New Year in early 2006, used in-depth interviews with 15 consumers in Guangzhou, Peoples Republic of China. Findings  ± The results suggest that Chinese consume Chinese spirits for all occasions, yet consume red wine only for special occasions such as Chinese new year and other holidays. A key point for selling red wine to the Chinese is its positive image; drinking red wine is considered trendy and shows good taste. Another key point is consumer perceptions of red wine as healthier than Chinese spirits because wine contains less alcohol. Two other findings are that most Chinese consumers assume all wine is red wine and have little wine knowledge. Most respondents did not know of white wine or that Australia produces wine. Finally, Chinas culture of face value, mianzi, plays a key role in purchasing and consuming wine. Chinese tend to purchase inexpensive wine for private consumption and public occasions, yielding more mianzi in front of others. In some important occasions, consumers will purchase a foreign (French) red wine to impress their guests and obtain even more mianzi. In most situations, Chinese purchase and consume wine for perceived health and symbolic  ± lucky or good face  ± values. Research limitations/implications  ± The small sample size is a limitation. Another limitation is that all the respondents lived in the urban area of Guangzhou, one of Chinas most developed cities. The findings do not generalize to China. Practical implications  ± The findings suggest that wine is a symbolic product rather than a necessity product in China; therefore, image is an important attribute for selling wine in China. Furthermore, limited wine knowledge tends to make Chinese consumers rely heavily on price for their wine purchasing decisions, as price relates to mainzi. Chinese consumers high awareness of France as a wine making country and their deep-rooted positive beliefs about French wines pose difficulties for marketing other foreign wines, such as Australian wines, in China. Originality/value  ± This is perhaps the first academic study in English of Chinese wine consumption and wine purchasing. It offers important insights on the characteristics of wine consumption and purchasing in China. Keywords Consumers, Consumption, China, Wines, Red wines Paper type Research paper 98 Fang Liu and Jamie Murphy International Journal of Wine Business Research Vol. 19 No. 2, 2007 pp. 98-113 # Emerald Group Publishing Limited 1751-1062 DOI 10. 1108/17511060710758669. Introduction Chinese wine production has grown dramatically since the 1980s, with an average annual increase of 14 per cent from 80,000 tons in 1980 to 440,000 tons in 2005 (ASKCI, 2005; Snapshot, 2005; see Figure 1). Wine consumption has risen alongside the wine production. From 2004 to 2005, Chinese wine consumption reached 420,000 tons  ± 564 million bottles, which brought China into the top ten wine consumption countries (Foodmate, 2007). From 2005 to 2010, Foodmate (2007) estimates that Chinese wine Chinese wine consumption 99 Wine production in China (1980-2005) Figure 1. consumption should increase by 35 per cent, or six times the worlds overall increase in wine consumption. Chinas per capita wine consumption of under 0. 5 litres is markedly less than the world average of 7. 5 litres, and 40 times less than the 20 litres drunk in western countries such as France, Australia, and the USA ( Jin, 2004). For the past 10 years, Chinese wine consumption increased from 10-15 per cent annually, grew 20 per cent in 2005, and this strong growth should continue for the foreseeable future ( Jin and Zhan, 2006). Chinas current low per capita wine consumption, augmented by the worlds largest population (1.25 billion) and decades of 7-8 per cent annual GDP growth (NBS China, 2004) has foreign wineries keen for a share of this market. In addition, a reduced wine import duty and the Chinese governments preferential policy for foreign wines further entice foreign wineries into China (SinoCast China Business Daily News, 2002). Foreign wines, particularly from France, the USA, and Australia, are pouring into China (He, 2004). From January to February 2006, China imported around 18 million litres of wine valued at E14 million, and its annual wine imports increased 79 per cent in 2005 (Worldbydata, 2006). Chinas wine market is also becoming competitive, with many local and foreign brands available (Tang, 2005). Despite its huge market potential, academic knowledge about Chinese consumers wine consumption and purchases is scarce. This paper reviews literature on Chinese wine consumption and then discusses the results of qualitative interviews conducted in early 2006 in Guangzhou, China. The paper closes with managerial suggestions for exporting wine into China and proposed avenues for future research. Chinas wine history China has a rich wine history. Towards the beginning of the Han Dynasty, around 206 BC, Chinese started to grow grapes and produce wines in the Yellow River region of northeastern China (Winechina, 2005). Grape wine production, however, lagged other alcoholic beverages such as Chinese spirits due to weather and soil conditions. During IJWBR 19,2 100 the Tang Dynasty, about 500 AD, there was still little Chinese wine production and China began importing wines, mainly from the Middle East. Due to its scarcity, only emperors, senior government officials, and rich merchants drank wine  ± usually for important occasions such as the emperors birthday (Winechina, 2005). Chinese spirits are alcoholic beverages distilled from grains and have been the traditional drink for nearly all occasions in China. Furthermore, due to historical and cultural reasons, wine has never gained the same popularity as rice spirits or beer (Li, 2006); tradition still influences who drinks wine and on what occasion. Wine is both a luxury and image product in China. Chinese who drink wine are usually educated, wealthy, and middle or upper class (Wang, 2006). Demographics aside, many Chinese consume wine for important social or business occasions (Tang, 2006b). Wine has a favourable image in China, but most Chinese have little wine knowledge or appreciation, such as judging wine quality or taste ( Jin, 2004). Macro-factors also hinder Chinas wine market. For example, few guidelines for wine advertising have led to many wine advertisements providing exaggerated or false information (Peoplenet, 2006). Yet, despite Chinas rich wine history and growing wine consumption, few studies have examined Chinese wine consumption and wine purchasing. The next section describes a qualitative study to help bridge this research gap of Chinese consumers attitudes towards wine. Research methodology Due to the complex topic and limited literature of Chinese consumers wine purchasing behaviour, this study adopted a qualitative method (Morse, 1994). Scholars often use qualitative methods in organizational and consumer research in order to help understand complex issues that may not be immediately implicit in surface responses (Goulding, 2005, p. 301). Furthermore, the qualitative approach is particularly apt for experiences such as consumption (Goulding, 2005, p. 303). This study investigated Chinese consumers thoughts associated with wine, wine drinking, and wine purchasing. The major research questions were: (1) when and where Chinese consume wine; (2) how frequently they drink wine; (3) how much they drink per occasion; and (4) what factors influence their wine purchasing. For a qualitative approach, this study used in-depth interviews and a semi-structured questionnaire of open-ended questions. Data collection All interviewees were friends of the researcher and thus inclined to discuss frankly and openly their attitudes towards wine. Interviewing friends is common in qualitative studies as friends will accept the interview as well as share intimate thoughts (Frankel and Devers, 2000; Pottie and Sumarah,2004). The criteria for selecting interviewees were availability, that they had consumed wine, and represented a balanced crosssection of age, gender, and income. Table I profiles the nine male and six female interviewees. Four interviewees were in their 20s, four in their 30s, five in their 40s, and two in their 50s. Defining Chinese income levels is difficult; different areas have different income levels and income disparity is a serious problem (Zhou, 2006). Chinas average ID A B C D Gender Male Male Male Male Age 33 24 42 23. Highest education University University Senior high New Zealand university Collegea Senior high University freshman University Senior high College Junior high Senior high Income Median Low High Median Occupation Marketing executive Engineer assistant Restaurant owner Bank customer service officer Washing business owner Small business owner University student Retired senior executive Working in a beauty shop Airline middle management Housewife Retired government official Lecturer Entrepreneur Account manager Marital status Married with one child Single Married with two children Single. Overseas travel None None HK and Singapore Studied in New Zealand; visited Australia. None HK None Holland, South Korea and a few others None Holland, Japan, Malaysia and HK None HK, Singapore, Thailand, Australia and a few others HK and Australia None HK Chinese wine consumption 101 E F G H I J K L Male Male Male Male Female Female Female Female 43 44 19 60 40 25 40 58 High High Low Median Median Low Low Median Married with one child Married with one child Single Married with one child Married with one child Single Married with one son Married with two adult children Married with one child Married with two children Single. M N O Female Male Male 30 35 34 University High school University Median High Median Notes: aCollege degree, da zhuan, is a three-year degree. A university degree, da xue, is four years. In China, the bachelor degree is four years and a three-year degree is not a bachelor. A four-year degree is much more valued than a three-year degree Interviewee profiles Table I. personal income per month is around E40, but E120 in Guangdong, Shanghai, and a few other developed areas. Even within the same area such as Guangdong, people in urban areas could earn approximately four times as much (E480) as people living in the rural areas. Thus, differentiating low and middle income depends on developed or less developed areas as well as rural or urban areas (Sina, 2006). As the interviews took place in an urban area of Guangzhou, the capital of Guangdong and one of Chinas most prosperous cities (NBS China, 2004), this study IJWBR 19,2 102 classified four subjects earning E530 as high income. Regarding education, nine subjects had or were studying towards a university degree and six had a high school diploma. The profiles show that the sample has good coverage in gender, age, income, and education level. The researcher  ± a Chinese from Guangzhou, conducted and taped one hour indepth interviews in Chinas official language, Mandarin. The interviews occurred from 29 January to 12 February 2006, during the Chinese New Year, an official holiday of about two weeks. Choosing this festive period for interviewing had three advantages. Interviewees are generally in a good mood and less concerned with the time spent on an interview. Finally, during Chinese New Year, Chinese have banquets with friends, colleagues, and family once or twice a day and usually drink alcoholic beverages when eating. Interviewees were comfortable and less inhibited answering questions related to wine and other alcoholic drinks. Data analyses Transcribing and analysing the taped interviews reinforced and clarified the interview notes. Furthermore, after reviewing the initial narratives, the researcher returned to some interviewees for a follow-up interview and clarifications (Colaizzi, 1978). General findings follow. Wine means red wine When the researcher asked have you tried wine, pu tao jiu, ten interviewees instantly asked do you mean red wine, or ni shi shuo hong pu tao jiu ma? After the researcher explained that wine could be red or white, they said they knew and had drunk only red wine. They never tried nor knew about white wine. In their minds, there were four types of alcoholic drinks: hong jiu or red wine, pi jiu or beer, bai jiu or Chinese spirits, and yang jiu or foreign spirits. Similarly, Fu (2004) noted that most Chinese think red wine represents the entire wine category. Of the five interviewees who knew both red wine and white wine, D and H mostly drank red wine, as it was more available in the market. A and C mostly drank red wines, albeit for a different reason; red is a lucky colour in the Chinese culture. The other subject, J, also drank more red wine due to availability, but she preferred white wines as they were sweeter. She added that companies should promote white wine much more aggressively in China. These results suggest that Chinese have poor general knowledge about wine; twothirds of the interviewees were unaware of white wine. White wine may be less popular because it does not fit Chinese culture. Red is a lucky colour, associated with good things such as weddings and birthdays. White is an unlucky colour, often associated with funerals. Besides the lucky association, Fu (2004) argued that red wine sold better in China as it has a stronger taste than white wine; the Chinese prefer strong taste. Given the low awareness of white wine, the following section discusses Chinese consumers attitudes towards red wine only (see Table II). Chinese attitudes associated with red wine When asked about thoughts associated with red wine, all 15 interviewees began with differences between red wine and Chinese spirits. Later, interviewees B and I compared red wine with beer and J compared red wine with foreign spirits. In these Chinese Thoughts Choosing red wine or Chinese spirits depends on the occasion Red wine is less strong and thus healthier than Chinese spirits Red wine has positive symbolic meaning (e. g. lucky and prosperous) Red wine is particularly good for occasions such as spring festivals or celebrating good things Drinking red wine indicates good social image People drinking red wine cares about their face or image Drinking wine is more elegant and gracious than drinking Chinese spirits Red wine is particularly good for occasions such as banquets with important guan xi hu. Chinese know much less about wine, than about Chinese spirits Red wine is expensive Well-educated people with good income drink red wine You can mix red wine with other drinks (e. g. sprite) so you drink less alcohol Beer tastes better than red wine Red wine cannot replace Chinese spirits Red wine is good for those who are not very good at drinking Red wine drinkers are young and modern Wine suits women more than men as it contains less alcohol People who often drink red wine like following western lifestyles Xiaozia prefer red wine Wine suits get-togethers with less familiar or new friends as nobody would get drunk. (getting drunk in public is embarrassing) Red wine tastes good You can mix red wine with other drinks (e. g. sprite) so you can try more varieties than Chinese spirits Red wine is a better gift choice than spirits People above 40, white collared, will like red wine Chinese spirits have a bigger market than red wine as people drinking red wine are a small group Wine is for appreciation not for competition like Chinese spirits (Chinese like to compete on the quantity they drink when they consume Chinese spirits) Count 11 8 8 8 7 5 4 3 3 3 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1. Chinese wine consumption 103 Notes: aXiaozi directly translates as small capitalist. Compared to other middle-class Chinese, this subset is extremely concerned with image and tends to consume expensive and branded goods to show that they live better than others do. They often favour western lifestyles Interviewee thoughts associated with red wine Table II. consumers perceptual maps of alcoholic drinks, red wines main competitor was Chinese spirits. Eleven out of 15 interviewees said that drinking Chinese spirits or red wine depended on the occasion or chang he. Among these 11 interviewees, eight said that red wine was particularly good for celebrating Chinese New Year and other holidays as red symbolises prosperity, luck, and good fortune. Interviewees C, E, and F, all businessmen,  ± said that red wine was good for banquets with important business connections or guan xi hu. This common thread among the businessmen suggested that red wine is starting to appear in business banquets, traditionally dominated by Chinese or foreign spirits. Besides occasion, another important thought related to red wine was attributes. Red wines health aspect was the most important, and most recalled, attribute. Some of this perception may stem from Chinese Prime Minister Zhus 1997 speech promoting IJWBR 19,2 104 red wine as healthy (Anderson, 2001). Eight of 15 interviewees believed that red wine was healthier than Chinese spirits as it contained less alcohol. Of these eight interviewees, four were high income earners (C, E, F, and N) and four were middle income (A, H, I, and M). Living healthy is an emerging trend for Chinas middleand upper-income classes, so red wines health aspect probably attracts wealthier Chinese. Comments from subject C, a businessperson, covered the major perceived benefits that Chinese consumers had regarding drinking red wine (see below). Due to his age, he appeared to emphasise the health aspect of the red wine. If I had a choice, I would drink red wines in most social get-togethers. Red wines contain less alcohol so it is not as lie (strong) as Chinese spirits or foreign spirits; therefore, it is better for health. You know, at my age, when you reach 40, you must take care of your health. You cant drink alcohol as if you drank when you were 18 or 20 year old. Also, there are different ways of drinking red wine such as straight red wine or red wine mixed with something else like a cocktail (so it is less alcoholic). Even elderly people and young kids can drink red wines whilst these people wont be up for Chinese or foreign spirits. In addition, red wine indicates good luck so it is good for important occasions such as birthday parties and festivals. Other attributes mentioned were red wine indicates good social image; people who drink it have good taste (B, C, E, G, I, M, and O). Red wine is expensive (B, G, and O), beer tastes better than red wine (B and M), and red wine is not strong enough (B). Compared with the health and social image, the other attributes seemed less important. Consumers evaluate products on intrinsic and extrinsic cues (Ophuis and van Trijp, 1995). Wines intrinsic cues include physical attributes such as colour, aroma, and taste, which cannot be changed without changing the physical product itself; extrinsic cues associate with the product but are not physically part of the product such as brand, price, and distribution (Dimara and Skuras, 2001, p. 692). Healthy seems an extrinsic attribute as it stems from the perceptions that red wine contains less alcohol than Chinese spirits, and red wine is a fruit- rather than rice-based drink. Good social image is also an extrinsic cue. The above analyses indicate that extrinsic rather than intrinsic attributes dominate Chinese consumers perceptions. This also suggests that Chinese consumers know little about wine and aligns with studies of intrinsic vs extrinsic cues. Expert consumers, knowledgeable about the product, rely more on intrinsic product cues, while novice consumers with little product knowledge tend to rely more on extrinsic cues (Maheswaran, 1994; Laroche, 2005). A final category of thoughts related to who consumes wine. The most frequently mentioned statement was red wine drinkers are conscious about their face or image (B, H, I, J, and M). Being conscious of mianzi, directly translated as face (Graham and Lam, 2003), is a key Chinese characteristic; people are conscious of what other people think about them (Zhang, 1996). Four respondents (D, G, J, and I) noted that drinking wine was more elegant and gracious than drinking Chinese spirits. Two subjects (M and O) commented that people who often drink red wine like to follow the western ways of life as red wine indicates something non-Chinese or, in particular, western. These results confirm the importance of extrinsic cues. Drinking red wine suggests good social image, elegance, and grace, all of which indicate good mianzi. However, the perception that red wine drinkers are conscious about their mianzi could be negative. For example, Subject M, a well-educated female in her early 30s, told the researcher that: Red wine is particularly attractive to those Xiaozi (Small Bourgeois) people but I am not a Xiaozi type of person. (Why? ) Well, I will consider myself a middle-class person with good income and education but a Xiaozi person is different. Xiaozi is not decided by education or income, but rather by the xingtai (values). Some people may not have high income but they are very concerned with their public image. They want to be seen as unique and different. When they speak, they will always use a few English words in a Chinese sentence. They would also speak Chinese with a somewhat different qiangdiao (intonation). They like to follow the trends and fashions from western countries. For example, they would drink Cappuccino rather than tea. A Xiaozi type of person may earn only 3000 yuan a month but he or she could spend 4000 yuan on a Luis Vuitton bag. Frankly speaking, Cantonese (Chinese living in and around Guangdong province) people seem to be less xiaozi because Cantonese are very shiji (practical or down to earth) so they care more about the actual functions or benefits of a product rather than the image. For example, a rich Cantonese man may drive a BMW (an expensive car in China) but he will stop in a small takeaway at a street corner to buy a bowl of beef noodles if he thinks the noodles are good. This will never happen with a Xiaozi type of person. Chinese wine consumption 105 The drinking scent When asked how often they drank wine, the responses were one to three times a month (A, C, D, E, and F), one to three times a year ( J, K, L, M, N, and O), and once or twice in their life (B, G, and I). Four out of the five heavy drinkers, albeit light drinkers compared to Australians, were businessmen over 40, and had the highest income. They had more opportunities to drink red wine as they attended more business and social functions.

Marketing Performance Metrics: Coca-cola

Marketing Performance Metrics: Coca-cola Marketing Performance Metrics Abstract The purpose of the study was to investigate the marketing performance metrics with a specific reference to Coca Cola Company and Net Marketing Contribution over the Life Cycle. The study will assist many companies in formulating strategies to be used as benchmark or the strategies to improve NMC. Marketing Performance Metrics Introduction Measuring marketing performance is an external activity that helps to understand the customer’s perception and the competitor’s position in the industry. Many organizations sets different tools to use as benchmarks so as to identify the staffs’ performance and the rate of income. ROA and ROI are the main used financial measures to measure the internal financial statues. Part 1: Discuss Three Measures of Marketing Performance Marketing metrics are the numeric data that allows the marketers to analysis their performance against the organizational objectives. The metrics help to take corrective measures in case there is a deviation between the targeted plans and the achieved performance of staffs (Neely, 2001). They have various measurement elements that includes number of produced products, net sales billed, design registrations and a research on the brands to determine to determine the brand’s awareness. Metrics makes it easy for marketers to justify their budget that is based on sales returns. Three Measures of Marketing Performance The activity-based metrics among the popular metrics used in analyzing performance. It involves statistical calculating and reporting. The main type of activity-based metrics includes tracking website visitors, downloads and attendees at the firm’s events. This approach rarely link the marketing operations to the business outcomes. Instead, the business results like the customer value, market share and adoption of a new product provides an improved correlation. The main focus of MPM is to measure aggregated efficiency and effectiveness of the marketing firm. These specific metrics have some categories that includes the marketing effect on the preference shares, the average order quantity, the rate of customer acquisition, the growth of consumer’s buying rate, business share, loyalty and net advocacy, margin, growth rate compared to market competition and the total customer engagement. MPM is also used to determine the rate at which operational efficiency and the outside performance. If Coca Cola Company decides to manage its marketing activities it uses the operations performance metrics. The firm will hire extra personnel to work as marketing finance directors and marketing operations director. Basically the marketing team will collect data about program-to-people ratios, cost-sales, awareness-to- demand rate and the rate of conversation. This metrics primarily provides the firm with different ways of rationalizing the marketing investments but this strategy fails to correlate marketing to business performance and strategy. The approach helps marketers to find out how the firm’s resources are utilized. The external performance are aligned with the firm’s outcome and helps to determine the firm’s value to its customers and the firm’s performance in relation to its competitors (Neely, 2007). If Coca Cola Company wants to determine the key performance indicator (KPI), top-down approach is the best approach to use. The first step in this approach includes making decisions that defines the scope. To come up with KPI and metrics, the marketers predicts on the likely results they are trying to influence. Asking opposite questions follows (Shaw et al, 1997), the answers help to determine the relationship between the questions and the outcome. The data that is required to answer the question is then determined. Marketers then searches for this data and determines the corrective measures to be taken. The measures undertaken aims at making it possible to achieve the goals. The organization needs to continuously monitor and analyze its marketing performance metrics. This gives the organization intelligence in competition, have a chance to assess their market weaknesses and strengths and come up with a calculated budgetary opinions through the marketing mix. This will give the organization competitive advantages over its competitors. The profits of the firm will also increase. The Major brands use return on marketing investment (ROMI), return on marketing objectives (ROMO) and the marketing return on investment (ROI) to prioritize and distribute their marketing investments. They help them to decide on the most profitable portfolio. A firm needs to analyze the ROMI, ROMO and ROI of a project for more than a year. This will protect the firm’s investigations. The method selected in monitoring the marketing process must be easy and cheap to implement. Training should be carried out to train the staffs on the best benchmark and how it is used. Staffs should take part in determining the best benchmark to use. This brings a sense of belonging and appreciation of the worker to the company and management when you nvolve them in management roles. Part 1: Analyze Metrics Used to Evaluate the Measures The above measures can be measured using the following metrics (Leroy, 2011): Correct quantity, measuring the weight, counting the units and weighing the contents are the main used types of measurement. Supplying customers with the right quality will strengthen the level of trust with your customers hence making it easy to retain them. An independent team is set aside in an organization to measure the products quantity and to make sure the customer gets what they specify in terms of size. Elasticity to respond to unanticipated demands, this refers to the ability of a firm to adjust so as to meet the current demand. A metric will be used to measure the degree of change, this makes it easy to identify the level at which the firm is flexible. Quality level, TQM is a tool to measure quality. The metrics will make sure the level of a product’s level is standardized. Controlling quality can also be done by the state authority to ensure a firm offers its customers with quality products. Firms that offer less standardized products are fined for the same. The total quality management is employed to control the quality of a good or service. The staffs who produce quality products are rewarded with gifts and appraisals. The staffs whose products are below the standard are trained and encouraged to produce quality products. Existence of accreditation or other certification, after completion of a training a firm is issued with a certificate to show its participation. The certificates act as a measure of qualification and experience attained. Customers prefer to contract a firm that has experience and is highly rated in the industry. On-time delivery can be used to measure how a firm values its customers. If a firm supplies its products on time this shows the supply chain is well managed. In a case of failed or late delivery, less care is taken on the customer and the likeliness to loss the customer is high. Part 1: Case Study that Exemplifies Best Practices of each Measure. Coca-Cola Company is an example of a company that demonstrates the best practices of the above measures. According to the company’s website they put their customers to be the king and aims at providing the best so as to retain the customers and to attract new customers. Coca-Cola Company has an independent department that deals with quality control. The unit makes sure quality is maintained through the supply chain from when raw materials are obtained from the supplier to when they are delivered to the customer. The team tests the product at each level of manufacturing to make sure the right contents and composition are used. The team is also involved in ensuring quality services are offered to the customers. They establishes feedback programs as a way to allow the customers to get back to them. The company parks its drinks in containers of different sizes. A team is established in the company to make sure only the correct quantity is supplied to the users. The team weighs at random the already packed products and in case of a deviation the whole pack is weighed and repacking is done. Customers have trust in Coca-Cola because there products are correctively packed. Elasticity to respond to unanticipated demands, the company produces its products in great volumes. The products are then stored in its outlet’s warehouse. If the demand is low the supply is kept low but if the demand changes and more of their products are demanded the firm supplies more. They have special facilities to store their products for a long period. The firm is certified and customers are confident in its products. It has been in the market for a long time hence gathering more experience on the type of products to produce. The company has learnt different ways of surviving in the market and how to win more customers. They now provide different types of soft drinks. Coca-Cola Company has set outlets all over the world. This makes it easy to meet the buyer’s order on time with no dely. Transportation of the product from their warehouse to your premises is very fast. The drinks will be transported in crates or packed in cartons to avoid breakages and maintain a deliverable state. Part 2: Short-Run Marketing Strategy Short-run marketing strategy refers to a duration of time which only few factors can be changed as there is no enough time for changing the other variables in marketing strategies. Marketing Strategy is a detailed and specific tactics that are established and designed to be used over a period of time depending on the range of the plan (Neely, 2001). Advertising and media relations strategies used by the Coca Cola Company have an effect on the net marketing contribution both in short-term and in long-term. In short-term, once the firm has decided to increase its efforts in advertisements commercial so that it reaches many people. There will be an increase in the product awareness and hence increase in the sales level. Once the sales are high the NMC will be high. In case the public fails to respond in a positive manner the firm will suffer loss as the advertisement costs will be very high compared to the income from the goods sold (Tanzania Society, 1966). In short-term a lot of advertisement will be profitable to the firm as the sales will be high. The media relation refers to how a firm uses the media including the social media to market its products. In short-run using the media will be expensive as it needs time to gain publicity. This in return will lead to a fall in NMC. Many large beverage companies like Coca Cola were late in entering the product-markets of bottled water, fruit drinks, sports drinks, iced coffee, and energy drinks due to SHORT-TERM VISION. Part2: Analyze Net Marketing Contribution in the Introductory Stage During the product introductory phase the net marketing contribution is negative as no profits are made from selling the product. The income obtained is used to cover the high costs of advertisement and promotional costs incurred. The firm incurs loss (Louw, 2012). With proper advertisement the product survives this stage and the NMC start to raise as the product has gained customers. The advertisement costs are now low. Part2: Analyze Net Marketing Contribution in the Late Growth Stage As the product moves through its lifecycle, NMC will reach the break-even point, then grow, to peak, flattens and then starts to decline due to decrease in the market demand. At the end-growth stage the NMC starts to flatten as the product is now in the market and has gained its customers. When a new substitute product is introduced into the market, many customers will shift their preference. This will lead to decrease in demand of the product causing NMC to start falling. If the firm fails to add flavors to the product it might die and overtaken by the new product (Northern Marianas College.). The graph below shows the movement of the NMC along a product lifecycle. Conclusion In conclusion we can summarize the above by saying that a firm must choose the most profitable portfolio to invest. Investment affects both the profitability and the NMC of a firm. The firm needs to understand the product cycle so that it determines the type of advertisement to use. References Neely, A. (2001). Business performance measurement: Theory and practice. Cambridge: Cambridge University Press.  Ã‚   Top of Form Neely, A. D. (2007). Business performance measurement: Unifying theories and integrating practice. Cambridge: Cambridge University Press. Bottom of Form Shaw, R., Mazur, L., FT Retail Consumer Publishing. (1997). Marketing accountability: Improving business performance. London: FT Retail Consumer Publishing Tanzania Society. (1966). Tanzania notes and records. Dar es Salaam: Tanzania Society. Louw, A. (2012). Ambush marketing and the mega-event monopoly: How laws are abused to protect commercial rights to major sporting events. The Hague: T.M.C. Asser Press. Northern Marianas College. (n.d.). Performance report on strategic master plan implementation and assessment of institutional effectiveness. Saipan, MP: Northern Marianas College, Office of Institutional Effectiveness. Leroy, G. (2011). Designing user studies in informatics. London: Springer. Books.google.com,. (2015). isbn:1607522330 Google Search. Retrieved 8 January 2015, from https://books.google.com/books?isbn=1607522330 Electricity and Transportation: Decreasing Energy Consumption Electricity and Transportation: Decreasing Energy Consumption Consider one of these two sectors: electricity or transportation. What policies do you suggest for the sector to decrease energy consumption? What is the rebound effect associated with each of the suggested policies? How would you quantify these rebound effects so that you are certain that the suggested policy results in a net benefit? How do you evaluate the effectiveness of your suggested policy with respect to the generated rebound effect? What policies do you suggest for the sector to decrease energy consumption? In 2008, transportation accounted for 28% of the energy consumption and 33% of the CO2 emission, but a much larger 71% of the consumption of liquid fuels in the US [1]. To reduce the magnitude of energy consumption from the transportation sector and help prevent its bad effect on the environment, a proper policy must be put in place. US Congress specifies that CAFE standards must be set at the â€Å"maximum feasible level given consideration for technological feasibility, economic practicality, effect of other standards on fuel economy, and need of the nation toconserveenergy [2]. In this term paper, I would suggest combination of CAFE standards combined with carbon tax on fuel price. What is the rebound effect associated with each of the suggested policies? One advantage of CAFE standards over fuel is that the standards provide a quantitative target whose effects on energy consumption can be reasonably well predicted [1]. However, the standard has rebound effect. The rebound effect refers to the social and behavioral responses to the introduction of more energy efficiency technologies and processes by which there is a corresponding increase in energy service demands. In general, rebound is thought of as a ratio of the lost energy savings as it might compare to the total expected savings from efficiency. A comprehensive measure of rebound includes both direct and indirect effects which can occur at both the micro level (within households, businesses and organizations) and at the macro level (economy-wide effects). Direct rebound effects are those that result from an increase in the use of a device that is deemed more energy efficient. Cars provide the best examples. When a more efficient car results in an increase in vehicle miles traveled, the lost energy savings are considered to be direct rebound effects. Indirect rebound effects are those that have less direct causal chains and result from increases in consumerism (acquisitiveness) by buying new vehicle, increased vehicle production, and increased air pollution [3]. How would you quantify these rebound effects so that you are certain that the suggested policy results in a net benefit? Some studies in macro and micro economic have shown that rebound effect value range is between 0% and 100% with formulation expressed below. Value of rebound effect 0% means that the expected savings were achieved through reduced consumption, whilst 100% means that no energy savings were realized and energy efficiency program was failed. The backfire effect happen when consumption has been increased more than extent or in other word rebound effect more than 100%. It is also possible to have a negative RE, such that the energy savings are greater than originally anticipated, for behavioral or technical reasons, or both [4]. Based on the above formula, the rebound effect measurements can be made à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹directly and indirectly. Direct measurement is based on a survey of how big the success rate of the CAFE program. One study by Sorrel in 2009, the rebound effect estimation is between 10% and 30%. Meanwhile other study by Greening, Greene and Difiglio in 2010 show rebound effect for transportation below 10%. Geller and Attali study in 2005 also support this number as shown in Table 1 [5]. CAFÉ standards and fuel tax could reduce 10%-30% value range when the fuel price is taxed according to released carbon emissions. This is equal to externalities generated by fossil fuel. High fuel price with tax could suppress the rebound effect due to need of having energy efficient car. In addition, changes in behavior based on strong motivation to reduce energy consumption become appropriate step anticipating rebound effect [5]. For indirect estimation, the rebound effect with energy price elasticity is defined as the change in demand according to the decrease in price. To calculate elasticity, transportation energy use, price and income of buyer are required. It is important to know that there is limitation of the calculation since it doesn’t consider the capital outlay of the technology that would lower rebound effect [4]. Research that estimates indirect and economy-wide effects is limited. An often cited source of economy-wide rebound analysis is the National Energy Modeling System (NEMS) designed and implemented by the Energy Information Administration (EIA). Using NEMS, a scenario of accelerated technology whereby the national energy intensity is 6.5 percent lower than in the base case, produces a total energy demand that is 5 percent less (Greening 2000, citing Kydes 1997). This suggests that improved energy efficiency (part of the accelerated technology assumption) leads to an economy-wide reb ound in the order of 25 percent [6]. Many researchers suggested that RE on CAFÉ standard should be balanced with other policy. The other policy should account many factors affecting RE value and incorporate RE value into the target. The RE is not always detrimental. RE could stimulate economic growth in developing countries rather than developed ones. The rebound effect can be reduced when the CAFE standards coupled with carbon tax policy, where the price of fuel is taxed according to the carbon emissions released [7]. This is equivalent to externalities generated by fossil fuel. The key of rebound effect is the behavior of driver tends to driver more because of fuel saving car. The carbon tax would increase the price and make consumers drive less [8]. It is important to realize that all taxes can be invested to public transportation. Energy efficiency get from each car and energy efficiency resulted from mass transit can be benefit to reduce overall consumption. At the same time, public transportation will reduce private vehicles. How do you evaluate the effectiveness of your suggested policy with respect to the generated rebound effect? The rebound effect can be evaluated based on the percentage of the success rate of the policy. Direct rebound effect could be seen directly from the increased mile travelled or increased sales of the vehicles. Indirect rebound effect or wide economy effect can be seen from the increase in the gross domestic product (GDP) and an increase in private income in the transportation sector. Moreover, the success of this policy can be observed by comparing the desired CO2 reduction with the actual result during the policy implementation period. If there is a difference of more than the desired decrease, it means that the rebound effect takes place [9]. The evaluation of the rebound effect also works indirectly as a result of the additional energy demand for the energy efficient equipment or services. For example; the energy cost saving may be used by the producers to increase the output, thereby increasing consumption of the capital, labor and materials, all of which require energy. Another example is that energy efficiency and reduction in energy costs may disproportionately reduce the cost of energy-intensive goods and services, encouraging consumers to disproportionately increase their demand for such products and services [3]. The combination between the fuel standard and the Carbon tax with the encouragement of public transportation will anticipate the rebound effect and specifically reduce the energy consumption in transportation. In addition, the policy will reduce the GHG emission. The small rebound effect could not reduce the order of magnitude from the reduced energy consumption that give more benefit compared with the rebound itself. References http://www.rff.org/Documents/Features/NEPI/RFF-BCK-Small-AutoPolicies.pdf http://en.wikipedia.org/wiki/Corporate_Average_Fuel_Economy http://www.aceee.org/files/proceedings/2010/data/papers/2142.pdf http://www.erc.uct.ac.za/Research/publications/10-Davis_Rebound_effect.pdf http://eng.sut.ac.th/transportenergy/data/paper4web/Energy%20policy%20in%20transport%20and%20transport%20policy.pdf http://policyintegrity.org/files/publications/The_Rebound_Effect.pdf http://www.sciencedirect.com/science/article/pii/S0301421509005187 http://www.gao.gov/new.items/d07921.pdf http://www.unternehmenssteuertag.de/fileadmin/user_upload/Redaktion/[emailprotected]/Projektpartner_Ergebnisse/macroeconomicRebound.pdf http://www.rand.org/content/dam/rand/pubs/conf_proceedings/2009/RAND_CF256.pdf http://en.wikipedia.org/wiki/Fuel_tax http://en.wikipedia.org/wiki/Vehicle_miles_traveled_tax http://aida.econ.yale.edu/~nordhaus/homepage/documents/small_dender_rebound.pdf Appendix

Actions Of The Government And The Increase In Prices :: essays research papers

Actions of the Government and The Increase in Prices   Ã‚  Ã‚  Ã‚  Ã‚  The United States economy is currently producing at a level of full employment in long-run equilibrium. The government then decides to increase taxes and to reduce government spending in an effort to balance the budget. The results of the actions taken by the government is the decrease of real GDP. When taxes are increased that the amount of disposable income that is available to consumers is lowered. This lowered level of disposable income leads to a decrease in consumption spending as well as a decrease in savings. This decrease in consumer and government spending causes the total spending to decrease by a multiplied amount, As a result of the decrease in total spending the aggregate demand decreases and the aggregate demand curve shifts to the left. This decrease in consumer and government spending also causes businesses to have a surplus of inventories. At this point the output is greater than spending and as a result prices begin to fall. Because of the surplus of goods and falling prices consumption becomes more desirable to consumers and the level of consumer spending rises. The fall in prices causes business to become less profitable and producers decrease the level of production. This results in the decrease of the aggregate quantity supplied to decrease. This continues until aggregate quantity demanded equal the aggregate quantity supplied and a period of short- run equilibrium is established. The real GDP and the price level have both decreased from the original long-run equilibrium level and the economy is operating under the full employment level. At this point the U.S. economy is at a recessionary gap and a monetary policy must be used to pull the economy from the current recession.   Ã‚  Ã‚  Ã‚  Ã‚  There are three options that the Federal Reserve has to try and end the current recession. The federal funds rate could be lowered, the discount to banks could be lowered, or open market operations could be used. The most effective of these three options is the use of expansionary monetary policy through open market operations. The first step in this option is for the Federal Reserve to start to purchase bonds from consumers. As the Federal Reserve begins to buy these bonds back the bond prices are increased to make the selling of these bonds more attractive to consumers. When the Federal Reserve purchases a bond from a consumer a check is issued to the seller for the agreed price. This higher bond prices also lowers interest rates. The seller then deposits this check into his/her bank. This action increases deposits in the

Cubism :: essays research papers

Cubism (a name suggested by Henri Matisse in 1909) is a non-objective approach to painting developed originally in France by Pablo Picasso and Georges Braque around 1906. The early, "pre-Cubist" period (to 1906) is characterized by emphasizing the process of construction, of creating a pictorial rhythm, and converting the represented forms into the essential geometric shapes: the cube, the sphere, the cylinder, and the cone. Between 1909 and 1911, the analysis of human forms and still lifes (hence the name -- Analytical Cubism) led to the creation of a new stylistic system which allowed the artists to transpose the three-dimensional subjects into the flat images on the surface of the canvas. An object, seen from various points of view, could be reconstructed using particular separate "views" which overlapped and intersected. The result of such a reconstruction was a summation of separate temporal moments on the canvas. Picasso called this reorganized form the &qu ot;sum of destructions," that is, the sum of the fragmentations. Since color supposedly interferred in purely intellectual perception of the form, the Cubist palette was restricted to a narrow, almost monochromatic scale, dominated by grays and browns. A new phase in the development of the style, called Synthetic Cubism, began around 1912. In the center of the painters' attention was now the construction, not the analysis of the represented object -- in other words, creation instead of recreation. Color regained its decorative function and was no longer restricted to the naturalistic description of the form. Compositions were still static and centered, but they lost their depth and became almost abstract, although the subject was still visible in synthetic, simplified forms. The construction requirements brought about the introduction of new textures and new materials (cf. paper collages). Cubism lasted till 1920s and had a profound effect on the art of the avant-garde. Russian painters were introduced to Cubism through the works bought and displayed by wealthy patrons like Shchukin and Morozov. As they did with many other movements, the Russians interpreted and transformed Cubism in their own unique way. In particular, the Russian Cubists carried even further the abstract potential of the style. Some of the most outstanding Cubist works came from the brush of Malevich, Popova, and Udal'tsova.

Big Love Essay

This article, â€Å"Big Love, from the set†, by Stanley Kurtz, is about an HBO domestic drama called Big Love. The reader is driven along a path of intrigue about the ever evolving change in people’s perspective on commonly accepted societal values, and the subtle way in which arguments for acceptance of these changes are delivered. The most fundamental institution, marriage, is in this drama, challenged and given, for all practical purposes, a timeline for survival. The co-creators, Will Schaffer and Mark Olsen, have used this show as a media to transform culture by portraying the polygamous Hendrickson family as your typical, good, loving neighbors. To all intents and purposes, Kurtz uses the slippery slope argument, that gay marriage can lead to polygamy. Although he does this with a captivating narrative, he however fails to offer any substantive data to back up some of his views or those portrayed in the drama. In his analysis, Kurtz offers various arguments to support the pro-polygamy view portrayed in the drama. At the very outset, he recounts a position taken by Ginnifer Bowen, one of the main characters. According to her, polygamy is a way out for many women, â€Å"and not a problem in and of itself†. Further, as an anchor to the subtle technique used to sway cultural beliefs, he mentions the effect a gay couple had on legal gay marriage after they appeared on a Dutch honeymoon show. The support polygamy enjoys from the American Civil Liberties Union, is also mentioned by Kurtz. Additionally, he cites the position taken by pro-polygamy advocates, whom he says support punishment of individual abuses, and not the institution itself. Clearly, Kurtz has gone to great lengths to convey the message portrayed in the drama. 2 He has, however, chosen to use aspects of the pro-polygamy view that are very contentious, and for which he does not offer substantive fact. Ginnifer Bowen’s view that polygamy is a solution for many women, for example, is debatable, mainly because it is not supported by any survey or research, and Kurtz should have hesitated before using it in his article, whose readership may include women. The Dutch honeymoon show is another area that Kurtz should have, at the very least, offered some facts and figures. A clearer picture of the subsequent effect the gay couple’s appearance on the show had on people’s position on gay marriage, would have been quite valuable to most readers. It is not enough to say that their appearance was a turning point for same sex marriage. Kurtz also notes the ACLU’s support of polygamy in principle. I believe that this is the kind of credible source that should not be trivialized. If indeed the ACLU supports polygamy in principle, then the author should have researched for an official quote from the ACLU, citing the date and venue such a position was taken. Similarly, the position taken by polygamy advocates on the prosecution of individual abuses and not the castigation of the institution itself, would have merited a quote from a credible source. Kurtz has, however, used the slippery slope argument quite convincingly to convey the hidden meaning behind the drama. He views the drama as an avenue to subtly alter cultural beliefs by staging a production that adulates a polygamous family. By quoting Will Scheffer and 3 Mark Olsen, the co-creators of the show, he lends credence to his article. Their belief in the value of a union, separate from its constitution, is a valuable inclusion in the article because it clearly portrays the whole premise of the drama. It is also obvious from reading the article that Kurtz clearly grasps the intentions of Scheffer and Olsen. He is able to read between the lines and acquaint his readers with the issues involved. The idea that if society can accept gay marriage then it should be able to embrace other types of union, including polygamy and polyamory, is a subject that the author presents quite well. He mentions Tom Hanks, the executive producer of the show, who believes in using â€Å"Big Love† to transform culture. This article is a great service to advocates of a basic, simple way of life, without misconstrued ideas about what is good and bad and who is responsible for telling who. The article educates the reader on the various ways being used by people facing challenging lifestyles and who seek legal acceptance. Using the media to attempt to change people’s beliefs on their culture and customs is dangerous because it works. The new laws that are pro gay all over the world are evidence of this and if not checked, new legislation may be passed to recognize polyamory relationships. Therefore, the advocates of these lifestyles do not seek to create a movement like Martin Luther King did, they intend to use the drug called media that is consumed by everyone all over the world. This then, is the intent of the drama, as portrayed by Kurtz. 4 Work Cited Kurtz, Stanley. â€Å"Big Love, From the Set†. National Review Online. 13 March, 2006. Web. 8 July, 2009.

Feminist views in the Canterbury Tales Essay

The book The Canterbury Tales by Geoffrey Chaucer holds a collection of stories based in medieval times of several people undergoing a journey. Along the way each character stops to tell a story that teaches a moral. These stories all have their own protagonists that share the storyteller’s beliefs and each tale is told with a unique viewpoint on the changing world. At the end of each tale, the main character faces their judgment or reckoning and a lesson imparts itself upon them. The Wife of Bath’s tale and the Nun’s Priest tale both exemplify this idea clearly and share conflicting views on the role of women during the time period. In the pro-feminist tale of the Wife of Bath the young knight faces his judgment at the end when he allows his wife to choose her appearance and, in the antifeminist Nun’s Priest tale, the rooster, known as Chanticleer, faces his judgment when the fox kidnaps him. The first character that faces his reckoning is the young knight in the tale told by the Wife of Bath. The Wife of Bath presents a pro-feminist view in a time when women were seen as objects and the dilemma the knight faces relates to the theme of the story of how trusting in women always results in happiness. The knight rapes a maiden and is punished by the queen and forced to find what women want the most. Just as the knight is about to give up his search, he stumbles upon a ragged old woman that tells him that she has the answer he seeks but will only reveal it to him if he promises to complete a task for her in the future. He says yes and she tells him that women want dominion over their husbands. He faces his reckoning at the end of the story, after he has married the old woman, when his wife allows him to choose her appearance. He responds, â€Å"My lady and my love, and wif so dere, I putte me in youre wise governaunce† (p234 lines 1236-1237). He is then rewarded for giving supremacy to his wife and she chooses to be beautiful and faithful. The knight reaches this epiphany through his journey, as he had to treat women with respect and give them dominion over himself in order to save his life. This reckoning is appropriate for the knight because, at the beginning of the story, he did not respect women but, throughout his search, he learns that treating women equally and being submissive to them leads to happiness. The second character that faces his reckoning is Chanticleer from the Nun Priest’s tale. Chanticleer is the best rooster in all the land but one day he has a bad dream. He tells his wife of his dream and she lashes out at him saying, â€Å"I can nat love a coward, by my faith. For certes, what so any womman saith, we alle desiren, if it might be, to han a housbondes hardy wise and free† (p252 lines 91-94). This idea contrasts greatly with that of the Wife of Bath’s, which said that women only want dominion over their husbands. Chanticleer chooses to ignore his dream, against his own wishes, in order to please his wife. However, he comes to face his judgment when a fox comes and steals him from the coup. Chanticleer is almost killed for listening to his wife but manages to escape the fox’s grip and get away. This judgment is appropriate for Chanticleer as he represents male supremacy in society. When he listens to his wife above his own intuition he is nearly killed. This tales shows a strong antifeminist viewpoint, in contrast with that of the Wife of Bath, and portrays women as the downfall of man. The narrator even says, â€Å"Wommenes conseils broughte us first to wo, and made Adam fro paradis to go, there as he was ful merye and wel at ese. But for I noot to whom it might displese if I conseil of women wolde blame, pass over† (p259 lines 436-442). The Wife of Bath and the Nun’s Priest tale both show how the characters faced their reckoning after listening to the women in their lives. In the Wife of Bath’s tale the knight is rewarded for treating women with respect while, in the Nun’s Priest tale, Chanticleer is punished. Chaucer wrote these two stories because they show the clash of views on women’s roles in society at that time. While the Wife of Bath supports women’s rights, the Nun’s priest tale condemns them and says women are nothing but pure evil. This clash still exists today and one might wonder if people today could learn a lesson from these two characters.

Implement person centred approaches in health Essay

1. Explain what is meant by ‘Person Centred Values’ It is to ensure that an individual is at the centre of their care and in control of the planning and support, upholding and promoting dignity, choice, individuality, respect, rights and privacy, independence and partnership. 2. Explain why it is important to work in a way that embeds person centred approach It is important to work in a way that embeds person centred approach in order to promote individuality , this allows the individual to make their own choices and decisions. This also enables them to understand the consequences as well as the possible risks of such decisions and choice that may relate to their own health and well-being. 3. Explain why risk taking can be a part of person centred approach Taking risks should not exclude a person from participating because the benefit can outweigh the risk. The ability to recognise, access and manage risks is essential to a person’s physical safety. It is the duty of a care provider to support the independence of the individual and manage any associated risks. Once the individual has made a choice, a risk assessment can then be put into place and recorded in the care plans. 4. Explain why using an individual’s care plan contributes to working in a person centred way Just as our needs change, so do those of the individuals we support. It is important to recognise that as needs change, the support which is provided will also need to be reviewed regularly, to see if any changes or adjustments are required. You have a responsibility to listen to the  individual, and to hear what they are saying, to write down any information about the change or support in their care plan and contact your supervisor or manager if this is likely to have an impact on the level, or type of care and support that is provided. 5. Explain the importance of establishing consent when providing care or support Consent should be gained for all activity, even if you were getting clothes out for an individual, you should ask for their consent, Consent helps to promote dignity, stops abuse, and allows the individual to make their own choices . It is essential for people not only to give their consent, but also to fully understand what they are consenting to, and the implications of this. People have become more comfortable with the idea of being asked for their views and consent. If no consent is given then you cannot proceed with the care. It is illegal to carry out a task without consent, or to put pressure on the person and go against their wishes. Consent can be implied verbal or written. Gaining consent protects both the carer and the person against legal challenges. 6. Explain what steps should be taken if consent cannot be readily established A person’s capacity to give consent should be assessed at the time the consent is required. Sometimes the person may not understand the choices they have or what is being asked of them. We must make sure as care workers that we do our best to help the person understand as much as they can. In the case of most of the individuals we care for, the individuals are usually asked to give consent, but if consent is not able to be given by the individual, then family members may give consent on their behalf. If a family member refuses to give consent to something that would place the individuals health in danger ,you would immediately need to contact your manager and ask them for advice, and to speak to the individual or family about any concerns. In general when seeking consent from the individual, if a person does not understand the question and every effort has been made, the next of kin is usually asked. If a person has a mental health disorder  such as dementia or a learning disability such as autism an advocate may be able to give consent for them. 7. Describe how active participation benefits the individual Active participation is essential to a person’s well-being and happiness, it allows the individual to think about what they can do for their self. It allows the individual to socialise and have relationships with others, and stops them from isolating themselves. It promotes independence and can help enhance the quality of the individuals life. 8. What kind of barriers is there that may prevent active participation? The kind of barriers are learning difficulties, physical disabilities and language barriers. You need to find ways to reduce barriers to activate participation by physical aids, communication aids and visual aids. 9. Explain why a workers personal view should not influence an individual’s choice A workers personal view should not influence an individual’s choice because it takes away the individuals human rights, and their ability to make choices for their self, It can affect their self esteem, it takes away the individual’s dignity, respect and fairness. It does not allow the individual to have their own thoughts and beliefs. 10.Describe how to support an individual to question or challenge decisions concerning them that are made by others That depends on the mental capacity of the individual you want to support. First, you must get their permission and then you must get them to express as exactly what help they feel they need. Then you can offer further information, suggestions, and a plan to challenge such decisions. You could offer to be their spokesperson if they weren’t confident enough to speak out, or to accompany them to any hearing or appointment. If the  person is mentally impaired, you would have to get their signed permission to speak and act on their behalf before any health or social care workers would listen to you. Because of issues of confidentiality, you either have to be next of kin, or obtain powers of attorney or guardianship. 11.Explain how individual’s identity and self-esteem are linked with well-being People come from different back grounds and have different views and needs. In order for older people to reach their maximum potential, their basicphysical and psychological needs should be met first. People have a chance of feeling good about them self if they are respected, encouraged to be independent, actively take part in traditions associated with their culture and religious beliefs. 12.Describe attitudes and approaches that are likely to promote an individual’s well-being To work in partnership to achieve and set goals that are realistic,  encourage individuals to develop and gain confidence in order to feel good about themselves and raise their own self esteem by communication with positive encouragement and active listening. Helping the individual to develop as much independence and assertiveness as they can. creating and maintaining a positive environment with interesting activities and pleasant surroundings.

Parliamentary sovereignty Essay

Critically discuss this statement. A.V Dicey gives an introduction to the doctrine of Parliamentary sovereignty as, â€Å"the principle of Parliamentary sovereignty means neither more nor less than this, namely, that Parliament thus defined has, under the English constitution, the right to make or unmake any law whatever; and, further, that no person or body is recognised by the law of England as having the right to override or set aside the legislation of Parliament’. However, there are many discussions as to whether the UK joining with the European Union and adherence to the Human Rights Act 1998 renders sovereignty irrelevant. It will be argued that although following these rules may appear to be contradictory to sovereignty, co-operation is entirely voluntary, necessary, and there are many examples as to why sovereignty is not irrelevant, nor archaic. Firstly, Parliamentary sovereignty is not a constitutional relic. It may seem to be the, as part of the UK constitution continues to rely on extremely early Acts such as The Magna Carta or the Bill of Rights Act , however, these statutes continue to remain as they set out important constitutional principles. Even since 1215, it has been recognised that it is important to limit the power of the monarch, and transfer powers to parliament, in interest of balance, and the separation of powers. Up until present day, supporting Dicey’s summary above, UK courts cannot strike down an Act of Parliament, this is unlike many Supreme Courts in other countries, for example the USA, who are bound to reject legislation which contradicts the written constitutional rights. For example in the case of Mortensen v. Peters , it notes that in the event of a contradiction between international law and Act of Parliament, courts within the UK are bound to apply the UK legislation, and discount the international law. This shows that, while Parliamentary sovereignty is based on ancient fundamental principles, it still has a modern, every day importance, which is key to our constitution, as supported by Jennings ; ‘The supremacy of Parliament is the constitution’. The doctrine of legislative sovereignty dictates that  parliament has power to legislate on constitutional matters, thus parliament can change the constitution by an act of parliament. There is a challenge posed to parliamentary sovereignty by EU law, as in 1973 the UK joined the European Union. Member states must not be permitted to deviate from EU rules common to all, thus overriding Parliamentary sovereignty. This seems to conflict with Dicey’s view of sovereignty. The European Communities Act 1972 tries to establish the relationship between domestic law and EU law ; ‘Any enactment passed or to be passed†¦ shall be construed and have effect subject to the foregoing provisions of this section’. This provides a problem with sovereignty, as it means that the UK will have to adhere to the EU court, rather than our own supreme court. Parliament in the future may no longer be considered as sovereign, as they may no longer be free to make or unmake law. However, courts have tried to find a middle ground with EU and Parliamentary sovereignty, in the case of Macarthys . Lord Denning stats that if Parliament every clearly and deliberately passes an act which is inconsistent with EU law, ‘the duty of our courts to follow the statute of our Parliament’. This shows that Parliament has retained some of its independence, and only acts in accord with EU voluntarily, and because the UK agrees with the EU laws. Leading on from the UK’s voluntary cooperation with the EU laws, is the case of Factortame (No. 2) . Justification for the decision in Factortame was offered by Lord Bridge, which emphasised that; â€Å"whatever limitation of its sovereignty Parliament accepted when it enacted the European Communities Act 1972 was entirely voluntary†; the ECA 1972 was the domestic source of the supremacy of EU law; and there was nothing novel about this decision. Lord Bridges’ speech traces the source of the limit of legislative power to the ECA 1972, suggesting that if Parliament wishes to create a new Act, contradicting EU law, it need only expressly state in the new statute that it is to take place regardless of the ECA 1972. This, supported by Denning’s Obiter in Macarthys , brings us in a compete circle, to Dicey’s view; ‘that no person or body is recognised by the law of England as having the right to override or set aside the legislation of Parliament’, as it suggests that the UK can decide not to follow EU law, therefore Parliamentary sovereignty is not obsolete or irrelevant.

Benzene and Activating Group

In the mechanism, the alkene in the benzene ring attacks the Br2 group leaving a carbocation intermediate and a bromine anion. The Br2 was in an HBr solution, which used as a catalyst similar to FeBr3. The bromine anion then deprotonated a beta hydrogen, forming HBr and a benzene ring with the activating substituent and bromine. This reaction could be repeated up to two more times based on the strength of the orthro/para directing group. As a result, there were many possible different products when the aromatic compounds underwent bromination. For aniline, the prediction was that the product would be 2,4,6-tribromoaniline because anime was a very strong activating group that reacted strongly with halogenations reactions in general. For phenol, the hydroxy group was also a ring activating and electron donating group. A disubstituted bromine product was predicted because the hydroxy group was not as powerful as the amide. Anisole also had an activating group in a methoxy group and the prediction was from the anisole bromination reaction would be a disubstituted product. Lastly, for acetamide, the amide group was considered to be not a strong activating group compared to the anime, hydroxy, and methoxy groups because of the fact that the electrons were not localized in the amide due to resonance. As a result, this reduced the activation of the benzene ring and the predicted product was 4-bromoacetanilide. Mechanism (for acetanilide): Results: Compound| Melting Tempeature (degrees Celsius)| Product (g)| Anisole| N/A| oil| Aniline| 119-120; 116-117 | 0. 116g; 0. 010g| Phenol| N/A; 36-51| 0. 325; 0. 007| Acetanilide| 166-168; 156-162| 0. 140g; 0. 111g| Calculations are posted at the back Reaction| Limiting Reagant| Actual Yield| Percent Yield:| Acetanilide| Acetanilide| 0. 140g| 65. 4 %| Discussion:The reaction that was done in lab was the bromination of acetamide. Overall, the reaction was pretty efficient as the percent yield of the reaction was 65%. Due to using a 10% v/v bromine solution, there was 0. 15 ml (0. 02 mol) of bromine in 1. 5 ml of the solution. Compared about 0. 135 g of acetamide used (0. 01 mol), there was an excess of bromine to react with the acetamide. As a result, there may have been not enough acetamide to react with bromine. The product also appeared to be somewhat water soluable, which reduced the efficiency. Also, the reactions done by the other groups had similar results or inefficient reactions that had small yields. Based on the melting point measurements in lab, the rankings in terms of reactivity were aniline, phenol, anisole, and acetamide. As predicted before, aniline was ranked as the most reactive because the product was 2,4,6-tribromoaniline, which had a melting point of 119-120 Â °C. The second most reactive aromatic compound was phenol with products 2,4 and 2,6 dibromophenol at 36 to 51 Â °C. The hydroxy group was a good activating group, but not strong enough to activate the benzene ring for a third bromination due to the deactivating effects of the added benzylic bromine. The third most reactive compound was anisole with an oil and possible products for this reaction could be 2 or 4 or 2,6 bromoanisole. Based on this reactivity, the methoxy group had steric bulk and the oxygen in the methoxy preferred to stabilize adjacent bromines. The least reactive compound was acetamide, with a product of 4-bromoacetanilide. The amide group in acetanilide was bulky, so preferring the ortho position would mean a more stable product with less steric interaction. Overall, the predictions in the theory matched besides the anisole. The results make sense because as the reactivity decreases, it was down to factors such as electron delocalization due to resonance, steric bulk, and bromine being a deactivator to the benzene ring. Sources of Errors: Sources of errors may result from not crashing the reaction with enough water and sodium bisulfite and not rinsing the product with water during vacuum filtration. Conclusion: The product obtained in the reaction was 4-bromoacetanilide and the order of reactivity of bromination was determined. Calculations: Mol of Bromine: 10% v/v = (0. 15 mL Br2) x (3. 11 g/mL) x (159. 81 g/mol) = 0. 003 mol Br2 Mol of Acetanilide: (0. 135g acetanilide) x (1 mol/135. 17 g) = 0. 001 mol acetanilide Acetanilide is Limiting Reagant. Theoretical Yield: (0. 135g acetanilide) x (1 mol acetanilide/135. 17 g) x (1 mol 4-bromoacetanilide/1 acetanilide) x (215. 07 g/1 mol 4-bromoacetanilide) = 0. 215g Percent Yield: . 140g/ 0. 215g= 65. 1%