Chapter 2 Aunt Marge’s Big Mistake

Harry went down to breakfast the next morning to find the three Dursleys already sitting around the kitchen table. They were watching a brand-new television, a welcome-home-for-the-summer present for Dudley, who had been complaining loudly about the long walk between the fridge and the television in the living room. Dudley had spent most of the summer in the kitchen, his piggy little eyes fixed on the screen and his five chins wobbling as he ate continually. Harry sat down between Dudley and Uncle Vernon, a large, beefy man with very little neck and a lot of mustache. Far from wishing Harry a happy birthday, none of the Dursleys made any sign that they had noticed Harry enter the room, but Harry was far too used to this to care. He helped himself to a piece of toast and then looked up at the reporter on the television, who was halfway through a report on an escaped convict. â€Å"†¦the public is warned that Black is armed and extremely dangerous. A special hot line has been set up, and any sighting of Black should be reported immediately.† â€Å"No need to tell us he's no good,† snorted Uncle Vernon, staring over the top of his newspaper at the prisoner. â€Å"Look at the state of him, the filthy layabout! Look at his hair!† He shot a nasty look sideways at Harry, whose untidy hair had always been a source of great annoyance to Uncle Vernon. Compared to the man on the television, however, whose gaunt face was surrounded by a matted, elbow-length tangle, Harry felt very well groomed indeed. The reporter had reappeared. â€Å"The Ministry of Agriculture and Fisheries will announce today –â€Å" â€Å"Hang on!† barked Uncle Vernon, staring furiously at the reporter. â€Å"You didn't tell us where that maniac's escaped from! What use is that? Lunatic could be coming up the street right now!† Aunt Petunia, who was bony and horse-faced, whipped around and peered intently out of the kitchen window. Harry knew Aunt Petunia would simply love to be the one to call the hot line number. She was the nosiest woman in the world and spent most of her life spying on the boring, law-abiding neighbors. â€Å"When will they learn,† said Uncle Vernon, pounding the table with his large purple fist, â€Å"that hanging's the only way to deal with these people?† â€Å"Very true,† said Aunt Petunia, who was still squinting into next door's runner-beans. Uncle Vernon drained his teacup, glanced at his watch, and added, â€Å"I'd better be off in a minute, Petunia. Marge's train gets in at ten.† Harry, whose thoughts had been upstairs with the Broomstick Servicing Kit, was brought back to earth with an unpleasant bump. â€Å"Aunt Marge?† he blurted out. â€Å"Sh-she's not coming here, is she?† Aunt Marge was Uncle Vernon's sister. Even though she was not a blood relative of Harry's (whose mother had been Aunt Petunia's sister), he had been forced to call her ‘Aunt' all his life. Aunt Marge lived in the country, in a house with a large garden, where she bred bulldogs. She didn't often stay at Privet Drive, because she couldn't bear to leave her precious dogs, but each of her visits stood out horribly vividly in Harry's mind. At Dudley's fifth birthday party, Aunt Margo had whacked Harry around the shins with her walking stick to stop him from beating Dudley at musical statues. A few years later, she had turned up at Christmas with a computerized robot for Dudley and a box of dog biscuits for Harry. On her last visit, the year before Harry started at Hogwarts, Harry had accidentally trodden on the tail of her favorite dog. Ripper had chased Harry out into the garden and up a tree, and Aunt Marge had refused to call him off until past midnight. The memory of this incident still brought tears of laughter to Dudley's eyes. â€Å"Marge'll be here for a week,† Uncle Vernon snarled, â€Å"and while we're on the subject,† he pointed a fat finger threateningly at Harry, â€Å"we need to get a few things straight before I go and collect her.† Dudley smirked and withdrew his gaze from the television. Watching Harry being bullied by Uncle Vernon was Dudley's favorite form of entertainment. â€Å"Firstly,† growled Uncle Vernon, â€Å"you'll keep a civil tongue in your head when you're talking to Marge.† â€Å"All right,† said Harry bitterly, â€Å"if she does when she's talking to me.† â€Å"Secondly,† said Uncle Vernon, acting as though he had not heard Harry's reply, â€Å"as Marge doesn't know anything about your abnormality, I don't want any — any funny stuff while she's here. You behave yourself, got me?† â€Å"I will if she does,† said Harry through gritted teeth. â€Å"And thirdly,† said Uncle Vernon, his mean little eyes now slits in his great purple face, â€Å"we've told Marge you attend St. Brutus's Secure Center for Incurably Criminal Boys.† â€Å"What?† Harry yelled. â€Å"And you'll be sticking to that story, boy, or there'll be trouble,† spat Uncle Vernon. Harry sat there, white-faced and furious, staring at Uncle Vernon, hardly able to believe it. Aunt Marge coming for a weeklong visit — it was the worst birthday present the Dursleys had ever given him, including that pair of Uncle Vernon's old socks. â€Å"Well, Petunia,† said Uncle Vernon, getting heavily to his feet, â€Å"I'll be off to the station, then. Want to come along for the ride, Dudders?† â€Å"No,† said Dudley, whose attention had returned to the television now that Uncle Vernon had finished threatening Harry. â€Å"Duddy's got to make himself smart for his auntie,† said Aunt Petunia, smoothing Dudley's thick blond hair. â€Å"Mummy's bought him a lovely new bow-tie.† Uncle Vernon clapped Dudley on his porky shoulder. â€Å"See you in a bit, then,† he said, and he left the kitchen. Harry, who had been sitting in a kind of horrified trance, had a sudden idea. Abandoning his toast, he got quickly to his feet and followed Uncle Vernon to the front door. Uncle Vernon was pulling on his car coat. â€Å"I'm not taking you,† he snarled as he turned to see Harry watching him. â€Å"Like I wanted to come,† said Harry coldly. â€Å"I want to ask you something.† Uncle Vernon eyed him suspiciously. â€Å"Third years at Hog — at my school are allowed to visit the village sometimes,† said Harry. â€Å"So?† snapped Uncle Vernon, taking his car keys from a hook next to the door. â€Å"I need you to sign the permission form,† said Harry in a rush. â€Å"And why should I do that?† sneered Uncle Vernon. â€Å"Well,† said Harry, choosing his words carefully, â€Å"it'll be hard work, pretending to Aunt Marge I go to that St. Whatsits†¦.† â€Å"St. Brutus's Secure Center for Incurably Criminal Boys!† bellowed Uncle Vernon, and Harry was pleased to hear a definite note of panic in Uncle Vernon's voice. â€Å"Exactly,† said Harry, looking calmly up into Uncle Vernon's large, purple face. â€Å"It's a lot to remember. I'll have to make it sound convincing, won't I? What if I accidentally let something slip?† â€Å"You'll get the stuffing knocked out of you, won't you?† roared Uncle Vernon, advancing on Harry with his fist raised. But Harry stood his ground. â€Å"Knocking the stuffing out of me won't make Aunt Marge forget what I could tell her,† he said grimly. Uncle Vernon stopped, his fist still raised, his face an ugly puce. â€Å"But if you sign my permission form,† Harry went on quickly, â€Å"I swear Ill remember where I'm supposed to go to school, and Ill act like a Mug — like I'm normal and everything.† Harry could tell that Uncle Vernon was thinking it over, even if his teeth were bared and a vein was throbbing in his temple. â€Å"Right,† he snapped finally. â€Å"I shall monitor your behavior carefully during Marge's visit. If, at the end of it, you've toed the line and kept to the story, Ill sign your ruddy form.† He wheeled around, pulled open the front door, and slammed it so hard that one of the little panes of glass at the top fell out. Harry didn't return to the kitchen. He went back upstairs to his bedroom. If he was going to act like a real Muggle, heed better start now. Slowly and sadly he gathered up all his presents and his birthday cards and hid them under the loose floorboard with his homework. Then he went to Hedwig's cage. Errol seemed to have recovered; he and Hedwig were both asleep, heads under their wings. Harry sighed, then poked them both awake. â€Å"Hedwig,† he said gloomily, â€Å"you're going to have to clear off for a week. Go with Errol. Ron'll look after you. Ill write him a note, explaining. And don't look at me like that† — Hedwig's large amber eyes were reproachful — â€Å"it's not my fault. It's the only way I'll be allowed to visit Hogsmeade with Ron and Hermione.† Ten minutes later, Errol and Hedwig (who had a note to Ron bound to her leg) soared out of the window and out of sight. Harry, now feeling thoroughly miserable, put the empty cage away inside the wardrobe. But Harry didn't have long to brood. In next to no time, Aunt Petunia was shrieking up the stairs for Harry to come down and get ready to welcome their guest. â€Å"Do something about your hair!† Aunt Petunia snapped as he reached the hall. Harry couldn't see the point of trying to make his hair lie flat. Aunt Marge loved criticizing him, so the untidier he looked, the happier she would be. All too soon, there was a crunch of gravel outside as Uncle Vernon's car pulled back into the driveway, then the clunk of the car doors and footsteps on the garden path. â€Å"Get the door!† Aunt Petunia hissed at Harry. A feeling of great gloom in his stomach, Harry pulled the door open. On the threshold stood Aunt Marge. She was very like Uncle Vernon: large, beefy, and purple-faced, she even had a mustache, though not as bushy as his. In one hand she held an enormous suitcase, and tucked under the other was an old and evil-tempered bulldog. â€Å"Where's my Dudders?† roared Aunt Marge. â€Å"Where's my neffy poo?† Dudley came waddling down the hall, his blond hair plastered flat to his fat head, a bow tie just visible under his many chins. Aunt Marge thrust the suitcase into Harry's stomach, knocking the wind out of him, seized Dudley in a tight one-armed hug, and planted a large kiss on his cheek. Harry knew perfectly well that Dudley only put up with Aunt Marge's hugs because he was well paid for it, and sure enough, when they broke apart, Dudley had a crisp twenty-pound note clutched in his fat fist. â€Å"Petunia!† shouted Aunt Marge, striding past Harry as though he was a hat-stand. Aunt Marge and Aunt Petunia kissed, or rather, Aunt Marge bumped her large jaw against Aunt Petunias bony cheekbone. Uncle Vernon now came in, smiling jovially as he shut the door. â€Å"Tea, Marge?† he said. â€Å"And what will Ripper take?† â€Å"Ripper can have some tea out of my saucer,† said Aunt Marge as they all proceeded into the kitchen, leaving Harry alone in the hall with the suitcase. But Harry wasn't complaining; any excuse not to be with Aunt Marge was fine by him, so he began to heave the case upstairs into the spare bedroom, taking as long as he could. By the time he got back to the kitchen, Aunt Marge had been supplied with tea and fruitcake, and Ripper was lapping noisily in the corner. Harry saw Aunt Petunia wince slightly as specks of tea and drool flecked her clean floor. Aunt Petunia hated animals. â€Å"Who's looking after the other dogs, Marge?† Uncle Vernon asked. â€Å"Oh, I've got Colonel Fubster managing them,† boomed Aunt Marge. â€Å"He's retired now, good for him to have something to do. But I couldn't leave poor old Ripper. He pines if he's away from me.† Ripper began to growl again as Harry sat down. This directed Aunt Marge's attention to Harry for the first time. â€Å"So!† she barked. â€Å"Still here, are you?† â€Å"Yes,† said Harry. â€Å"Don't you say â€Å"yes† in that ungrateful tone,† Aunt Marge growled. â€Å"It's damn good of Vernon and Petunia to keep you. Wouldn't have done it myself. You'd have gone straight to an orphanage if you'd been dumped on my doorstep.† Harry was bursting to say that he'd rather live in an orphanage than with the Dursleys, but the thought of the Hogsmeade form stopped him. He forced his face into a painful smile. â€Å"Don't you smirk at me!† boomed Aunt Marge. â€Å"I can see you haven't improved since I last saw you. I hoped school would knock some manners into you.† She took a large gulp of tea, wiped her mustache, and said, â€Å"Where is it that you send him, again, Vernon?† â€Å"St. Brutus's,† said Uncle Vernon promptly. â€Å"It's a first-rate institution for hopeless cases.† â€Å"I see,† said Aunt Marge. â€Å"Do they use the cane at St. Brutus's, boy?† she barked across the table. â€Å"Er –â€Å" Uncle Vernon nodded curtly behind Aunt Marge's back. â€Å"Yes,† said Harry. Then, feeling he might as well do the thing properly, he added, â€Å"All the time.† â€Å"Excellent,† said Aunt Marge. â€Å"I won't have this namby-pamby, wishy-washy nonsense about not hitting people who deserve it. A good thrashing is what's needed in ninety-nine cases out of a hundred. Have you been beaten often?† â€Å"Oh, yeah,† said Harry, â€Å"loads of times.† Aunt Marge narrowed her eyes. â€Å"I still don't like your tone, boy,† she said. â€Å"If you can speak of your beatings in that casual way, they clearly aren't hitting you hard enough. Petunia, I'd write if I were you. Make it clear that you approve the use of extreme force in this boy's case.† Perhaps Uncle Vernon was worried that Harry might forget their bargain; in any case, he changed the subject abruptly. â€Å"Heard the news this morning, Marge? What about that escaped prisoner, eh?† ****** As Aunt Marge started to make herself at home, Harry caught himself thinking almost longingly of life at number four without her. Uncle Vernon and Aunt Petunia usually encouraged Harry to stay out of their way, which Harry was only too happy to do. Aunt Marge, on the other hand, wanted Harry under her eye at all times, so that she could boom out suggestions for his improvement. She delighted in comparing Harry with Dudley, and took huge pleasure in buying Dudley expensive presents while glaring at Harry, as though daring him to ask why he hadn't got a present too. She also kept throwing out dark hints about what made Harry such an unsatisfactory person. â€Å"You mustn't blame yourself for the way the boy's turned out, Vernon,† she said over lunch on the third day. â€Å"If there's something rotten on the inside, there's nothing anyone can do about it.† Harry tried to concentrate on his food, but his hands shook and his face was starting to burn with anger. Remember the form, he told himself. Think about Hogsmeade. Don't say anything. Don't rise — Aunt Marge reached for her glass of wine. â€Å"It's one of the basic rules of breeding,† she said. â€Å"You see it all the time with dogs. If there's something wrong with the bitch, there'll be something wrong with the pup –â€Å" At that moment, the wineglass Aunt Marge was holding exploded in her hand. Shards of glass flew in every direction and Aunt Marge sputtered and blinked, her great ruddy face dripping. â€Å"Marge!† squealed Aunt Petunia. â€Å"Marge, are you all right?† â€Å"Not to worry,† grunted Aunt Marge, mopping her face with her napkin. â€Å"Must have squeezed it too hard. Did the same thing at Colonel Fubster's the other day. No need to fuss, Petunia, I have a very firm grip†¦.† But Aunt Petunia and Uncle Vernon were both looking at Harry suspiciously, so he decided he'd better skip dessert and escape from the table as soon as he could. Outside in the hall, he leaned against the wall, breathing deeply. It had been a long time since he'd lost control and made something explode. He couldn't afford to let it happen again. The Hogsmeade form wasn't the only thing at stake — if he carried on like that, he'd be in trouble with the Ministry of Magic. Harry was still an underage wizard, and he was forbidden by wizard law to do magic outside school. His record wasn't exactly clean either. Only last summer he'd gotten an official warning that had stated quite clearly that if the Ministry got wind of any more magic in Privet Drive, Harry would face expulsion from Hogwarts. He heard the Dursleys leaving the table and hurried upstairs out of the way. ****** Harry got through the next three days by forcing himself to think about his Handbook of Do-It-Yourself Broomcare whenever Aunt Marge started on him. This worked quite well, though it seemed to give him a glazed look, because Aunt Marge started voicing the opinion that he was mentally subnormal. At last, at long last, the final evening of Marge's stay arrived. Aunt Petunia cooked a fancy dinner and Uncle Vernon uncorked several bottles of wine. They got all the way through the soup and the salmon without a single mention of Harry's faults; during the lemon meringue pie, Uncle Vernon bored them a with a long talk about Grunnings, his drill-making company; then Aunt Petunia made coffee and Uncle Vernon brought out a bottle of brandy. â€Å"Can I tempt you, Marge?† Aunt Marge had already had quite a lot of wine. Her huge face was very red. â€Å"Just a small one, then,† she chuckled. â€Å"A bit more than that†¦and a bit more†¦that's the ticket.† Dudley was eating his fourth slice of pie. Aunt Petunia was sipping coffee with her little finger sticking out. Harry really wanted to disappear into his bedroom, but he met Uncle Vernon's angry little eyes and knew he would have to sit it out. â€Å"Aah,† said Aunt Marge, smacking her lips and putting the empty brandy glass back down. â€Å"Excellent nosh, Petunia. It's normally just a fry-up for me of an evening, with twelve dogs to look after†¦Ã¢â‚¬  She burped richly and patted her great tweed stomach. â€Å"Pardon me. But I do like to see a healthy-sized boy,† she went on, winking at Dudley. â€Å"You'll be a proper-sized man, Dudders, like your father. Yes, I'll have a spot more brandy, Vernon†¦Ã¢â‚¬  â€Å"Now, this one here –â€Å" She jerked her head at Harry, who felt his stomach clench. The Handbook, he thought quickly. â€Å"This one's got a mean, runty look about him. You get that with dogs. I had Colonel Fubster drown one last year. Ratty little thing it was. Weak. Underbred.† Harry was trying to remember page twelve of his book: A Charm to Cure Reluctant Reversers. â€Å"It all comes down to blood, as I was saying the other day. Bad blood will out. Now, I'm saying nothing against your family, Petunia† — she patted Aunt Petunia's bony hand with her shovel-like one â€Å"but your sister was a bad egg. They turn up in the best families. Then she ran off with a wastrel and here's the result right in front of us.† Harry was staring at his plate, a funny ringing in his ears. Grasp your broom firmly by the tail, he thought. But he couldn't remember what came next. Aunt Marge's voice seemed to be boring into him like one of Uncle Vernon's drills. â€Å"This Potter,† said Aunt Marge loudly, seizing the brandy bottle and splashing more into her glass and over the tablecloth, â€Å"you never told me what he did?† Uncle Vernon and Aunt Petunia were looking extremely tense. Dudley had even looked up from his pie to gape at his parents. â€Å"He — didn't work,† said Uncle Vernon, with half a glance at Harry. â€Å"Unemployed.† â€Å"As I expected!† said Aunt Marge, taking a huge swig of brandy and wiping her chin on her sleeve. â€Å"A no-account, good-for-nothing, lazy scrounger who –â€Å" â€Å"He was not,† said Harry suddenly. The table went very quiet. Harry was shaking all over. He had never felt so angry in his life. â€Å"MORE BRANDY!† yelled Uncle Vernon, who had gone very white. He emptied the bottle into Aunt Marge's glass. â€Å"You, boy,† he snarled at Harry. â€Å"Go to bed, go on –â€Å" â€Å"No, Vernon,† hiccuped Aunt Marge, holding up a hand, her tiny bloodshot eyes fixed on Harry's. â€Å"Go on, boy, go on. Proud of your parents, are you? They go and get themselves killed in a car crash (drunk, I expect) –â€Å" â€Å"They didn't die in a car crash!† said Harry, who found himself on his feet. â€Å"They died in a car crash, you nasty little liar, and left you to be a burden on their decent, hardworking relatives!† screamed Aunt Marge, swelling with fury. â€Å"You are an insolent, ungrateful little –â€Å" But Aunt Marge suddenly stopped speaking. For a moment, it looked as though words had failed her. She seemed to be swelling with inexpressible anger — but the swelling didn't stop. Her great red face started to expand, her tiny eyes bulged, and her mouth stretched too tightly for speech — next second, several buttons had just burst from her tweed jacket and pinged off the walls — she was inflating like a monstrous balloon, her stomach bursting free of her tweed waistband, each of her fingers blowing up like a salami†¦ â€Å"MARGE!† yelled Uncle Vernon and Aunt Petunia together as Aunt Marge's whole body began to rise off her chair toward the ceiling. She was entirely round, now, like a vast life buoy with piggy eyes, and her hands and feet stuck out weirdly as she drifted up into the air, making apoplectic popping noises. Ripper came skidding into the room, barking madly. â€Å"NOOOOOOO!† Uncle Vernon seized one of Marge's feet and tried to pull her down again, but was almost lifted from the floor himself. A second later, Ripper leapt forward and sank his teeth into Uncle Vernon's leg. Harry tore from the dining room before anyone could stop him, heading for the cupboard under the stairs. The cupboard door burst magically open as he reached it. In seconds, he had heaved his trunk to the front door. He sprinted upstairs and threw himself under the bed, wrenching up the loose floorboard, and grabbed the pillowcase full of his books and birthday presents. He wriggled out, seized Hedwig's empty cage, and dashed back downstairs to his trunk, just as Uncle Vernon burst out of the dining room, his trouser leg in bloody tatters. â€Å"COME BACK IN HERE!† he bellowed. â€Å"COME BACK AND PUT HER RIGHT!† But a reckless rage had come over Harry. He kicked his trunk open, pulled out his wand, and pointed it at Uncle Vernon. â€Å"She deserved it,† Harry said, breathing very fast. â€Å"She deserved what she got. You keep away from me.† He fumbled behind him for the latch on the door. â€Å"I'm going,† Harry said. â€Å"I've had enough.† And in the next moment, he was out in the dark, quiet street, heaving his heavy trunk behind him, Hedwig's cage under his arm.

My Dream Career Essay

I have a dream seems at first second that is difficult to achieve but with the will and hard work could turn the dream into reality, I want to become the Executive Director of one of the famous companies such as Microsoft. For this job it will be a long and difficult journey. Education: I must be studying in one of the best universities, so I intend to study IT at Bahrain Training Institute. First I will get the Diploma I well study for 2 years then I will get the Higher National Diploma also I will study for 2 years. When I graduate from BTI I will try to get a job to save money to complete my studies. I will study at Al-Ahlia University to get the Bachelor‘s Degree just in one year and Master’s Degree to pass it I have to take a 11 modules (42 credits). There a lot of modules I will take during my studies such as: 1. Programming Techniques 2. Computer Systems 3. Internet Applications and Services 4. Visual Programming 5. Models of Computations and Systems 6. Software Engineering Methods 7. Database Systems: Design and Applications 8. Interactive Systems 9. Networking 10. Software Analysis and Verification 11. Mobile Information and Device programming 12. Information Security 13. Software Project Management 14. Operating Systems 15. Mobile Enterprise Systems 16. Logic Programming and Knowledge Representation 17. Distributed Systems Experience: The experience I will get it when I work in a company during my studies. I will be always hardworking in my job and I will build a relationships with the employees and the company’s directors and owners, and this will help me in the future. I will try to work in more than one company to get a senior positions to be able to reach my dream. Money: There is no doubt that I would need a large sum of money to study, in my studies at BTI I need nearly 600 BD my husband will pay it for me. To study the Bachelor and masters I need nearly 8000 BD. If I could not save enough money to study, I will apply for an educational loan to pay it for my studies and I will repay it from what I get it in my work. Attitude: I don’t have a good communication skills and dealing with others, and I was very shy and not confident in myself a lot, but in my work I improve my communication skills and l learned how to deal with others and my confidence has increased a lot .. After this long and difficult journey in realizing my dream, I hope to see myself as the Executive Director of one of the famous company in the world. Resources: Ahlia University http://www.ahlia.edu.bh/ahliaweb/ BTI – Bahrain Training Institute http://www.bti.com.bh/

Corn Coffee Essay

Corn ranks second to rice, not only in terms of area devoted to its production but it has been a staple food of about 20% of the total population of the Filipinos. Aside from this, the green corn, boiled or roasted, is a popular snack food and may also be cooked a vegetable or soup. Other by-products of corn include corn flour and syrup, sugar and oil. In terms of nutritive value, corn is richer source of vitamin A than polished rice. It contains high amounts of minerals such as calcium and phosphorous. Moreover, it is also a source of starch derivatives for oil, fibers and other industrial uses. Corn is raised as source of food and food products for people, livestock feed, and industrial products including ceramics, explosives, construction materials, metal molds, paints, paper goods, textiles, industrial alcohols, and ethanol. Corn is now also used to produce a healthy coffee as people nowadays are health conscious. Since corn coffee was introduced in the Manila market by the farmers of Sumilao, Bukidnon, further study about corn coffee in Region III (Central Luzon) was made since corn is abundant on the said region. Distribution of questionnaires and analysis activities conducted to determine the frequency distribution of corn coffee in the market because this is not the first to introduce corn coffee in the Philippine market especially in Manila. On the data gathered, 98% of the respondents are coffee drinkers, majority of them are young professionals, 91% of them have no knowledge about corn coffee, 88% are willing to try corn coffee and 22% have no idea what would corn coffee would taste like. With this data, Le Maiz come up on marketing strategies how to introduce and expand the corn coffee market in Region III and NCR. Corn Cafe is an alternative to coffee beans that is rich in nutrients that coffee beans can not provide. The company’s objective is to fit in and adapt to the people’s taste and preferences as well as offering diverse kinds of nutritious products. Effective marketing program and strategy would be made in order to meet the established objective. The marketing strategies will consist of flyers, radio and newspaper advertisements, trade fairs, vis-a-vis contact with customers. 10% of the gross sale will be allocated on marketing the product. On technical aspect, the production of corn coffee is simple, healthy and all natural that it has only one ingredient, which is the corn alone, no additives and a healthy alternative of drinking coffee. Preparation of corn before roasting is the first step in making our product, roasting, grinding/ pulverizing are the main activities in making corn coffee. Packaging and putting into the storage were done before putting on the distribution channel like our selling area, inner-retail coffee stands as well as supermarkets within our designated market. On this study, corn coffee production started January 2011. Corn was purchased at the average of Php15 per kilo. The sum of 15,600 kilograms of Corn were purchased during 2011 while on 2012 to 2015, 12,480 kilograms of corn were purchased. Also, part of Raw Materials inventories are Packaging Slip and Sticker. 60,000 pcs. were purchased respectively. Around 1% has incurred in transportation cost and other miscellaneous expense. Purchases Return and Allowances is expected to be 1% of Gross Purchases while Purchase Discount will be 2% Net of Freight In. The production of coffee is continuous process thus leaving no goods in progress beginning or ending. This is in line with company’s policy to keep the product fresh and all natural. Sales Return and Allowances is expected to be 1% of Gross Sales. Sales Discount of 2% is given to cash buyers but only 5% of Gross Sales will avail the discount. Operating expenses is divided into 2 category; Distribution Cost and Administrative Cost. For Distribution cost for 2011( % of Gross Sales ); Traveling 1%, Advertising 5%, Delivery 10% and Depreciation expense based on Straight Line Depreciation of 5yrs. For Administrative cost ( % of Gross Sales ); Officers’ Salaries, 3 partners assumed as managing partners with annual salary of 96,000. 00 each. The Pre-operating cost Php 9,454. 00 has been incurred which include DTI registration, Dole registration, BIR Fee, SSS registration, Police Clearance, Barangay Clearance and Business Permit issued by Tarlac City Hall. Office supplies is 10%, Depreciation Expense ( Straight Line Depreciation of 5 yrs. ), Lease Payment ( 40% to Administration ), other expenses is 1%. On socio-economic aspect, we have shown the significance of our business and its contributions to the society. Its share to community and to its people is to create employment and thus improving the standard of living of people in the community. It can also help the community development by way of paying taxes in the government. It is through taxes paid by businesses and individuals that the government funded its projects such as roads, bridges, and community development. Lowering of prices of competitors to compete with the product in order to maintain the customers. We could also help the people in community by utilizing local materials which is very abundant in the province. We can motivate farmers to grow corn and not just corn but corn of good quality. Our business can be the pride of our province since it’s inclined with the program of the Department of Trade and Industry which is the â€Å"One Town One Product†. Lastly, the Le Maiz proponents chose partnership as the form of organization. Aside from the six (6) partners, we will be hiring three (3) employees to help to produce and market the healthy and nutritious coffee. Le Maiz with a mission, to provide coffee drinkers quality products, quality service, affordable prices and a healthy lifestyle. Competent and responsible employees will be hired for the success of the company. The company shall also continue working for innovative and efficient ways of achieving the company’s goals. The company’s vision are to be number one (1) corn coffee in the Philippines; to expand not only in Central Luzon and NCR but throughout the country as well; to build own production and distribution facilities and to adopt new technologies and methodologies. The company decided a hierarchical type of organizational chart. The capitalist partners will act as the general manager and three of the six (6) partners will be managing partners whom will receive monthly salary as well as the three (3) employees. On Administrative Department, the Administrative Officer/ Purchasing Officer will be the crucial person in the organization, he assumes the full control on the organization’s activities and is responsible for all decisions undertaken by the organization, responsible in monitoring and managing the production of corn coffee, counter checks the financial position of the organization, handles all personnel and the daily business activities, purchase ordered and will deliver on time to the production area and hold the budget for purchases of raw materials and shall provide summary or report of the used and unused funds. On Sales Department, the Marketing Officer/ Salesperson is responsible for the all related selling activities, product development, packaging, proposes new ideas for improvement and replacement, communicating with suppliers of materials and know the current trend in the market. For the Inventory Officer, he is responsible in listing down sales, the used materials and finished products. Must be alert, with good communication skills, trustworthy and diligent. The three (3) employees that will work for the company were the Machine Operator, responsible on the control of the machine in producing corn coffee, Packager, for packaging of the finished products and Delivery Man, he will act as the driver and responsible in delivering the finished products to our target markets.

Global Economy Case Study Example | Topics and Well Written Essays - 2500 words

Global Economy - Case Study Example Dani Rodrik had proposed a new dimension for global economic conditions. There are a lot of factors which contributes towards financial capital and differentiates rich countries from that of poor ones. Economic development and growth is only facilitated through capabilities being accumulated over a longer period of time. This truly encompasses technologies, public institutions and skills. It is not possible for globalization to leverage all such capabilities. They can only be leveraged by nations. East Asian nations have been able to enhance domestic productive capacities before entering into international markets. Reinvigorating requires maintaining a balance between markets and states without losing essence. Financial globalization Dani Rodrik throughout his works has highlighted various aspects affecting globalization process. There lies a major threat with globalization in terms of providing social insurance by national governments. Globalization often results into conflicts between and within nations over social institutions and domestic norms. Domestic democracy plays a vital role in sustaining global capital. However it is often a challenge for such democracy to protect one’s nation from global threats. Culture and technology can only be strengthened through domestic democracy and these factors contribute towards achievement of global capital (Steger 52-55). On the other hand, skilled and unskilled workers during globalization tend to become substitutive and elastic. I certainly feel that globalization has supported many nations to strengthen their position across the globe. There are threats associated with globalization and this has made many countries impose strict regulations or norms while trading with international markets. For instance, some European countries have laws stating that international players need to

Precursers to WWII and Non-Germany Contributors to the Prosecution of Essay

Precursers to WWII and Non-Germany Contributors to the Prosecution of Jews - Essay Example In the aftermath of the First World War serious unrest in Europe grew, especially revanchist and irredentist nationalism. Under the Treaty of Versailles German Empire lost over 10 per cent of its pre-war territory as well as all of its overseas possessions. Furthermore limits were imposed upon the size of German army. During the period of Weimar republic domestic civil conflict took place in Germany involving both nationalists and reactionaries against moderate democrats and communists. In the aftermath of World War I concerns about anti-Semitism rose throughout Europe. By late 1928 European states were legislating immigration that sometimes prevented Jews from entering their territories. Moreover some of the newly established European states viewed ethnic Jewish immigrants as a menace to their stability. Due to the large number of Jews among bolshevist leadership some European politicians feared that Jews arriving to their countries from the east would smuggle revolutionary spirits with them. The rise to power of National Socialists in Germany in 1933 gave another powerful impetus for growing Zionist support as well as immigration to British-controlled Palestine. The long held non-Zionist and assimilationist view that Jews might live safely as minorities within European societies was seriously undermined, since Germany had been regarded before as the state in which Jews had been successfully integrated. With almost all other states closed to immigration a new wave of Jewish immigrants rushed for Palestine. Those who could not pay the due fees for immediate entry joined British waiting lists. It is worth to mention that the British did really contributed much into committing genocide against European Jewry during World War II. In 1939 they issued the o-called White Paper. That document declared that the Jewish National Home had already been established so all of their obligations under the mandate had already been fulfilled. Further migration was viewed as harm ful to Palestinian Arabs. Only 10,000 Jewish migrants were allowed to arrive to Palestine each year from 1939 to 1944. Moreover Jewish migration was supposed to require consent of the Arab majority in Palestine. Palestinians were promised independence by 1949. Furthermore the British restricted Jews’ land purchases. Being preoccupied with securing Arabian support for British war efforts against the counties of the Axis while the latter’s propaganda was targeting Muslim world. As a result Palestinian Zionists increasingly viewed Great Britain as their enemy. Having contributed much into the catastrophe of European Jewry they by no means may be blamed for killing Jews. This notwithstanding Nazi Germany was not the only power responsible for killing 6 million of them. Germany’s allies are also responsible for crimes against humanity perpetrated during World War II. As a result of 1938 Munich treaty prewar Czechoslovakian Republic was dissolved and the puppet Slovak Republic was proclaimed in March 1939. Two years later Slovakian parliament passed the so-called Jewish Code which followed notorious Nuremberg Law of Nazi Germany. Slovakian Code required that Jews were to

Visual analysis of biopic film 'Citizen Kane' and its underlying Essay

Visual analysis of biopic film 'Citizen Kane' and its underlying feature - Essay Example The film received nine Oscar nominations, but won only one for Best Original Screenplay (Citizen, 1997). The pessimistic theme of the spiritually failed man is illustrated from various unreliable points of view or perspectives, of different characters. This at times provides a contradictory and non-sequential portrait. The film illustrates the tragic story of a rags-to-riches child who was lucky to inherit a fortune. The child was taken by a wealthy banker, from his father, mother and humble surroundings. He was raised by the banker, and he eventually became a very wealthy, energetic and arrogant newspaperman. He built his reputation as a generous champion of the poor and the underprivileged in the society. This is because he had his mind focused on a political career (Jonathan, 2007). However, his political aspirations shuttered following the revelation of an improper love affair with a professional singer. The life of Kane was self-destructed due to the desire of fulfilling the ultimate American dream of power, success, wealth, fame, and immortality. Following his two failed marriages, he turned into a tyrannical monster. He spent his final days alone and unhappy (Christey, 2004). He met his death in a refuge of his desire, a magnificent castle filled with treasured possessions to make up for the emptiness in his life. The film created controversy before it was shown on May 1, 1941 in New York City. This is because it was believed to caricaturize and fictionalizes unique events and persons related to William Randolph Hearst (Higham, 1985). Hearst was a very powerful and influential publisher and newspaper magnate during that time. The controversy as a result of the film also entailed ruthless suppression during early 1941, due to FBI investigations, newspaper smears, intimidation, discrediting, and blackmail. The film faced accusations of

Gestational Diabetes Essay Example | Topics and Well Written Essays - 250 words

Gestational Diabetes - Essay Example The condition often leads to the development of glucose intolerance among women with GDM, and at least 50% of those developing the intolerance become diabetic in a period of 5-10 years (Perry et al., 2011). GDM risk factors include obesity, maternal age (higher risk at >30), family history of diabetes and a medical history of birth anomalies, miscarriage or still births. Other risk factors include glucosuria, hypertension and monilial vaginitis (Perry et al., 2011). The mechanism underlying the condition is a result of multiple factors including changes in nutrient demands by the fetus. These changes that begin in the late second trimester induce maternal sustenance of high blood glucose. Pregnancy placental hormones are responsible for the antagonism of insulin and cortisol, which results in the insulin resistance and less entry of glucose into cells. Normal body functioning elicits higher insulin production to compensate the resistance, and when this fails GDM occurs (Perry et al., 2011). GDM often leads to further health complications including hypertension, episiotomy and perineal lacerations. The high levels of insulin stimulate faster growth, which often leads to macrosomia that necessitates caesarian births (Perry et al., 2011). The induced high insulin production among the babies born after GDM often leads to hypoglycemia. Ideally, all women should be screened for GDM, and this can be done either through laboratory tests, clinical risk factors or medical and family history. It is essential for women with a family history of diabetes as well as obese and overweight women to undergo laboratory test. The same is recommendable for women aged above 25 and with a history of obstetric conditions associated with GDM. The laboratory tests include fasting glucose test, random glucose test and two-hour postprandial test (Perry et al., 2011). Antepartum Interventions: GDM treatment interventions begin immediately through insulin

Authority and Sources in Christian Ethics Essay Example | Topics and Well Written Essays - 750 words

Authority and Sources in Christian Ethics - Essay Example This will act as an essential guide to many other lives. The life of discipleship is governed by aims of the overall salvation of many other lives. The scriptures state that it is essential for disciples to follow ethics to ensure that they have attracted others to join the faith (Scharen, p 12). The life of discipleship ensures that a Christian follows the dictates of the scriptures. The Bible is a true representation of the needs and wants of the scriptures. In many instances, a Christian is guided by the stipulations of the Bible. In relation to ethical situations, all the three authors insist that there is a deep salvation and relaxation that is brought by constant reference to the Bible. They have given a very good example of the persecution of the Jews by the Nazi’s during Hitler’s era. There were very many Christians from all faiths that were boxed into a corner. Whatever action that they took in helping the victims of the Holocaust determined their level and upr ightness as Christians. A Christian who is a selfless disciple of Christ will do anything to ensure that he or she can save a life. This is because this is exactly what Jesus would have done. So the true Christians in the above context were those that were willing to do anything to save their victims. This is despite the fact that they were prone to persecution if they were found out (Stassen, p 72). Faith is the ability to have a strong conviction in relation to any circumstance or situation. This is despite the fact that many at times it is very hard to have faith in something that we are yet to see. Any approach that is dictated by a Christian is governed by the ability for them to have the uttermost faith in everything around them. Their faith is the guide that ensures that they are pillars of very many others in society and all over the world. Christian ethics insists that it is important for a believer to have faith all the time. This is in many instances and situations. The d isciple is the source of solace for very many people that do not have the ability to believe (Scharen, p 32). In many issues that a human being experiences, it is very important for them to identify what they need to do to acquire faith. The ability to believe does not just occur naturally. It comes with the deep understanding that in all challenges that one goes through, Christ died for all. The scriptures all state that he knows what his creation can handle and what they cannot. This means that with the faith that a Christian has, whether in relation to the application of Christian ethics or not, God is the essential guide always. There are random verses in the Bible that show deep Christian faith and its abilities. In day to day life, we should have the faith to receive and impact salvation. This is just like blind man who called out the Lord’s name and received his sight. Christian ethics is determined by ones ability to stand firm in the things that he or she believes in . In many unethical situations, there is one who gains. As a result of this gain, others lose greatly. A true disciple stands his ground no matter the consequences of his or her actions. Jesus was tempted, he employed great faith and he overcame the challenges. If he had no strong preference to ethical practises, it would have been very easy for him and many others to fall into temptation (Stassen, p 89). The third connection in the

How Biblical is the Doctrine of the Trinity Essay

How Biblical is the Doctrine of the Trinity - Essay Example Rev., 2002, pp. 75-82). The debate heightened when theologians came forward to question the "biblicality" of this doctrine and the pagan impression it gives of worshipping three separate gods. One of these theological tracts, God Who Acts as published by George Ernest Wright in 1952, declared that the Hebrew wisdom on theology as reflected in the Trinity doctrine was "deficient." (Coakley, 1993, ch. 3) Maurice Wiles stoked the fire with a series of lectures called God's Action in the World, articles such as Some Reflections on the Origins of the Doctrine of the Trinity and the book The Making of Christian Doctrine published in 1967. In these works, Wiles trained his guns on attempts to defend the doctrine as based on the Christian religious experience. Such justifications, he maintained, are fatally flawed since the nature of this problem is "inherently circular." Miles took issue with the way the doctrine's emphasis swung from the distinctness of Father and Son in the 3rd century to the unity of the two in the 4th century. All these spawned the perception that the Trinity doctrine is an inaccurate and outdated statement of the nature of God because of the changes that have taken place since the dogma was laid down. Such changes involved the word "person," the world's understanding of relationships and the substance of which God is composed. In addition, the theological problems that the doctrine was intended to solve are believed no longer a prime concern (Coakley, 1993, ch. 3) It was suggested that the church hierarchy in those days tried to stifle criticism, an indication that the doctrine stands on shaky ground. Said Wiles: "Once the triadic baptismal formula became fixed quite early in the church's life, it exercised a strongly authoritative - but ultimately arbitrary - clamp on more proper, critical reflection." (Wiles, 1967, ch. 6) For the same reasons, protesting Catholics broke off from the church and set up their own religion based on that action. What is in the Trinity doctrine that the protestants in today's world found so hard to accept as touchstone of their faith The Doctrine Belief in a three-in-one God is as old as Christianity itself. The Trinity appeared as a theological term near the end of the 2nd century, first used as "Trias" by Theophilus, Bishop of Antioch in A.D. 180. (Oomen, J., 2002, pp. 75-82) But from the very start, the Trinity doctrine was formulated without benefit of a biblical imprimatur. The three Cappadocian monks admitted as much when they developed the doctrine in 325 A.D. Basil, one of the monks, instead invoked a "secret unscriptural tradition" while the other monk, Gregory, looked for a new scriptural provision that would accommodate the doctrine. (Hanson, R.P.C., 1985, p. 245) The polytheistic character of the doctrine may be traced to the fact that the early Christians, who were once Judaists and therefore

Changes in work place safety since the 1900's Term Paper

Changes in work place safety since the 1900's - Term Paper Example information prior to 1880s.Amesricans modified the route to industrialization in order to fit their geographical and economic needs, they encouraged labor and time saving machines and procedures. Employers made such developments under legal and regulatory system that rooted out employer’s interest in workplace safety. Therefore, Americans developed highly profitable production methods that were dangerous very often (Aldrich, 2001). Aldrich (2001) reveals that work safety has long been compromised due to the fact that accidents were cheap in American, employers could afford to risk employees. When heirs of injured or killed employee sue employers for compensation, it was too hard to get it. Employer could prove that it was worker’s own fault, some other worker’s fault or the worker has assumed the risk. Usually courts dismiss such cases and deny liability. Several surveys about 1900 work safety revealed that only about half of all workers recover from fatal injures while their compensation only amounted to only half a year’s pay. Employers didn’t have to pay much for accidents, therefore Americans industrial methods were not developed enough to take care of safety. According to Fisk (2003) when it comes to comparing American workforce at the beginning and ending of the century, changes are quite frequent, some of these changes are very dramatic and well-known while some are just the opposite. In some cases, statistical data is not sufficient for making quantitative comparisons but discernible in most of the cases. During 20th century, total size of workforce increased approximately six times. US Bureau of the Census reports that the workers who are 10 years of age and above were registered and reported to have a rewarding occupation was 24 million in 1900(part 1,p.127) while according to Employment and Earnings (2000, p.10) it became 139 million in 1999 for 16 years and above (cited in Fisk, 2003). Fisk (2003) further explains that it is not just a

I will discuss about the problem of over population and STDs and Essay

I will discuss about the problem of over population and STDs and propose solution such as using condoms that should help people - Essay Example With the opposing viewpoints of pro-life and pro-choice though, there is a glaring promise with appropriate education and the use of barrier contraceptives. Why educate? Illiteracy causes people to take things for granted. People do not understand how overpopulation can be perilous to human survival in terms of the competition for food and resources. With that, family planning programs fail to penetrate the society’s outlook and the excessive rise of human population results from irresponsible parenthood and unwanted pregnancies. Furthermore, without appropriate education, STD cases continue to rise significantly especially among the young adult population worldwide. Sex education varies widely across nations. Some countries start to introduce topics of conception as early as 7 years old, while few countries still debate on the extent of how much is to be taught considering its ethical aspect to their culture and religion. Contraception, for instance, faced great controversy a nd garnered criticisms as to its moral and ethical impact. Debates usually arise when the use of contraceptives is taken into consideration. One online article by Kelly Shircliff strongly points out that â€Å"contraceptives are anti- life†. ... Unlike abortion, barrier methods need not be tagged with an ethical dilemma since any union of sperm and ovum does not occur. And unlike anti- ovulant drugs, condoms do not interfere with the body’s natural processes. Furthermore, the use of condoms prevents transmission of infection by preventing actual contact with secretions in the reproductive tract of both partners. In fact, in an interview by Peter Seewald, Pope Benedict XVI said that â€Å"there may be a basis in the case of some individuals, as perhaps when a male prostitute uses a condom†¦Ã¢â‚¬  Simply speaking, the pope himself considers using condom as a protection against the â€Å"evil of HIV infection†. Undeniably, this pressing issue cannot be solved by hypocrisy. Meanwhile, according to the Center for Disease Control, reportable sexually contracted infections affect more than 15 million Americans per year and account for almost one third of the reproductive mortality in the United States. This is ultimately alarming since the country’s manpower is affected which in turn impairs development. In addition, the total cost of health care on STD cases reaches from $9.3B to $15.5B in mid 1990s (Chesson et. al. 11). Spending this huge amount of money could have been prevented had the government took effective preventive measures, that is, by promoting the use of condoms. While drafting the proposal, the government may face the criticisms of the conservative, religious and political parties of the society. Taking it in positive perspective, a feasible and acceptable policy will likely be formulated. First, condoms must be made readily available and less expensive to target consumers. The government may purchase condoms from manufacturing companies and in turn sell it

Mission statements Essay Example for Free

Mission statements Essay A mission statement is basically a sentence saying what the company has to do. An aim is what every business need because they create a focus for the business to work towards, improvements and achievements. Objectives are important because they are more specific and help the business to achieve its aims. SMART targets are very important too because they mean: Specific, Measurable, Agreed, Realistic, and Timed. All businesses should have SMART targets because then they would know what exactly they are going for. Aims Objectives I am focusing on two types of companies; they are Sainsburys and Mirfield Free Grammar. The mission statement for Sainsburys is to be the consumers first choice for food, delivering products of outstanding quality and great service at a competitive cost through working faster, simpler and together. The main aims and objectives of Sainsburys are that they need to survive, this is the most important one because if they cant survive they wouldnt be getting any profit. The objective of this would be to get about 500 customers a day. Another aim for Sainsburys is to make profit, because then you can improve the business and youll have money to spend. The objective of this is to get about i 10,000 a month. Another aim for Sainsbury is that they should maximize sales because then they would get more profit. The objective would be to sell more products. The most important aim of all is to provide quality food for the customers because if they dont, theyll wouldnt get much profit because the customers would go somewhere else. Another very important aim would be building more stores somewhere else because if they only have one store, some customers from further places might want to shop there but if its too far they might not come and might even go somewhere else. The mission statement of The Mirfield Free Grammar is the road to success is excellence. The main aims and objectives of the Mirfield Free Grammar are that they should provide a good service, the objective of this is to buy 100 more computers for the school. Another aim for Mirfield Free Grammar is that they should hire more staff, the objective of this is to hire staff with 6 GCSEs. The final aim is to beat the competition, Mirfield Free Grammar HAVE to beat Castle Hall. The similarity of Sainsbury and Mirfield Free Grammar are that public people can go both to these companies because they are both public. The differences between Sainsbury and Mirfield Free Grammar are that Sainsbury have customers and they make lots of profit but Mirfield Free Grammar has students and they dont make a profit. Another difference is that Sainsbury provides food etc but MFG provides a service. Sainsbury is a public limited company whilst MFG is a public sector company. And another difference is that Sainsbury need to survive by getting customers but MFG doesnt. think an effective supermarket should be able to provide a fast and easy service for the public and they should make sure that all their products are to the best, this could make the business meet its aims and objectives easier and better. Another good aim for Sainsbury is that they could improve their charitable donations in order to make more customers go there. I think an effective school should provide top service for all the students, qualified teachers, good facilities and the best effort of the school as possible. I think if MFG made the school bigger, it would also meet its aims and objectives more efficiently because more room means more students and teachers which also means that there would me more customers which is good for a school. In the outside world there are loads of different types of businesses e. g sole traders, partnership, limited companies and co-operatives etc Sainsbury is a public limited company, which means the public can buy shares via the stock market (the share price currently is 298. 50p). Sainsbury is a large business and lots of people work there. The shareholders own Sainsbury and it has a limited liability so the shareholders are not liable for all the debts but they only pay the amount they have invested. Sainsbury is better off being a public limited company because it can easily raise money by selling shares. It is also better off being a public limited company because it is bigger than private limited companies and they dont sell shares to the public where as public limited companies do. Public limited companies has a couple of advantages like; it is not owned by the government but by the shareholders, it gets lots of profit, lots of people work in that business so the work load is less and the business has a very good chance to survive because the shareholders pay some of the debts. It also has disadvantages like; low wages because there are lots of staff working there, long hours etc Mirfield Free Grammar is a public sector organization, which means it is controlled by the government. It does not sell shares and it doesnt have as much public sector business as private sector business. This type of ownership suits Mirfield Free Grammar because it is public and owned by the government. Mirfield Free Grammar has advantages like people dont have to pay to get in and it has a very good chance to survive because it is owned by the government. It also has disadvantages like getting no profit and not a lot of people would go there. The differences between Sainsburys ownership and MFGs ownership is that Sainsbury is a public limited company which means it can raise money by selling shares to the public whereas in the other hand MFG raise money by attracting students to come to their school. Another difference between these two is that Sainsbury is controlled by a board of directors who are elected whereas a board of governors control MFG. These governors are also elected by parents and teachers who do it on a voluntary basis. I think Mirfield Free Grammar would be better if it was a partnership because then there would be more people controlling the school which means it would run more efficient meeting its aims even better. I think if Sainsbury was a franchise, it would be a very good business because if people use Sainsburys brand name and run a business in a less populated area, the local would go their for their food instead of going into the main towns and cities. There are lots of aims for Sainsbury like to provide a charitable service and to expand the service to the community. The core business activity for Sainsbury is to sell food and groceries because these make the most profit for Sainsbury. The range of activities that Sainsbury carries out are to sell baby food, books, flowers, cds, toys, mobile phones, medicine, food, drinks, fruits, vegetables, cakes, chocolate, wine, gifts, electronics and a lot more. They also have their own bank as well. The main customers of Sainsburys are basically the public and their main competitors are Tesco, Asda, Morrisons etc The business activity of Sainsbury have changed a lot nowadays for example, they sell more products like CDs, gel, games, more electronic things etc they never used to sell these in the past. Now customers can even order their shopping over the Internet so it is a lot easier and they dont have to go there themselves.

Care and Management of Asthma

Care and Management of Asthma Asthma is a common incurable disease that affects the small tubes carrying air in and out of the lungs in the airways; it is more common at childhood stage but can also occur at a later age (British Lung Foundation, 2011). The major cause of asthma has not been determined but it is believed that some factors as allergies, exercise and common cold contribute to its development. In the United Kingdom, asthma is being handled primarily by a General Practitioner or nurse. Healthcare can be provided in three major means: Primary, Secondary and Tertiary. They are delivered depending on the severity of an individuals condition. General Practitioners (GPs), Pharmacists, Nurses, Dentists and Optometrists are the main classes of healthcare providers that deliver Primary care. It is the basically the first point of contact for most individuals (National Health Service Choices, 2010). Care distinctively provided in local hospitals is usually on referral from primary care health providers, such t ype of care is basically referred to as Secondary Care. The third aspect of care is the tertiary care which is provided by specialist such as neurologist and cardiologist in a majorly specialised hospital centre for long term treatment. EPIDEMIOLOGICAL OVERVIEW OF ASTHMA Major facts that make Asthma a major health issue in the UK are: In 2008, a total number of 1,204 deaths were recorded from asthma in the UK, out of which 29 were children aged 14 years and under. 1 person every 7 hours or 3 people per day die from asthma 146,000 adults and 36,000 children currently are on treatment for asthma in northern Ireland making it a sum total of 182,000 people (1 in 10)In Northern Ireland 182,000 people (1 in 10) are currently receiving treatment for asthma. This consists of 36,000 children and 146,000 adults. In Scotland 368,000 people are currently receiving treatment for asthma. This consists of 72,000 children and 296,000 adults. In Wales 314,000 people are currently receiving treatment for asthma. This consists of 59,000 children and 256,000 adults (Asthma UK, 2011). the number of adults with asthma in the UK has increased by 400,000 since the last audit of UK asthma in 2001 about 2% of adults consult their GP annually with asthma ASTHMA CARE AND MANAGEMENT AND LOCALITY STUDY OF UK Asthma exists in various forms hence; its heterogeneity has been well established by a variety of studies that have proven the disease risk from early environmental factors and susceptibility genes, inflammation and therapeutic agent response further induces accompanying diseases (Lang et al., 2011). Risk factors associated with asthma are family history of atopic disease, for example Allergic rhinitis Allergic conjunctivitis Male sex, for pre-pubertal asthma, and female sex, for persistence of asthma from childhood to adulthood Bronchiolitis in infancy Parental smoking, including passive smoking Premature birth, especially in extreme-preterm infants who required ventilatory support, with consequent chronic lung disease of prematurity (NHS Choices, 2011) In the UK, asthma is more common among children than in adults and also has an increased rate in women than men (NHS choices, 2010). A condition referred to as acute asthma exacerbation could occur and could sometimes be life-threatening but is mostly rare. Asthma patients are treated with care by GPs and nurses trained for asthma management and such treatments are specific to the symptoms portrayed by each patient. This treatment (Primary care) basically involves: A personal asthma procedural plan concurred with your GP or nurse An annual regular check ensuring proper control of the patients treatment and positive response to the treatment Proper seeking of the patients consent ensuring his/her decision is involved in decision making of his/her treatment Comprehensive detailed information about how to control and manage the patients condition; while a Secondary or Reactive care is enforced in emergency cases to regain control of more high-risk symptoms. In treating asthma, reliever inhalers are given to every patient by the GP; these inhalers serve as immediate relievers and ensure restoration of normal breathing. It functions effectively due to its composition of a short-acting beta2-agonist that works by relaxing the muscles surrounding the narrowed airways (British Medical Journal group, 2011). This further ensures the airways are opened wider, making it easier to breathe again. Salbutamol and terbutaline are common types of this inhaler. They have been proven to be generally safe except when their use is abused although they possess very few side effects. If the asthma is well controlled, then their usage will be minimal; if a patient uses the inhaler for up to three times or more weekly then it is advised that the treatment be reviewed Secondary care and management of asthma is implemented when Patients exhibit a combination of  severe asthma, behavioural and psychosocial features, they hence are at risk of developing near-fatal or fatal asthma. (BTS and SIGN, 2009). Asthma care is dependent on the age of the patients in that children have a different mode of care as compared to adults, a critical look at the adult care is elaborated below. Prior considerations are basically that the patient is registered with his GP, will have to book for an appointment with his GP before visiting (except in emergencies as acute exacerbations), confirmation with the patient of their understanding of the role of treatment, adherence to treatment, inhaler technique, and appropriate elimination of trigger factors as: exercise, drugs foods, emotional factors, weather changes, allergens etc (Shiang et al., 2009) In analyzing the delivery of care to asthma patients in the UK, data from Office for National Statistics shall be addressed. Table 1 below signifies that there was a remarkable decrease in hospital admission in 2000 for asthma; it showed a 45 percent decrease among children between ages 5 and 14 years and a 52 percent decrease among children below 5 years (Office for National Statistics, 2004). TABLE 1 The management of asthma is patient-specific and is delivered by either the GP or asthma nurse; a respiratory nurse specialist works closely with the GP and the patient serving as the best form of encouragement to the patient in the procedural management of his/her asthma condition. The respiratory nurse specialist has a critical role in the management of asthma as elaborated that he/she: Explains the need for various inhalers (ensuring the best is offered to the patient) and provides the patient with information on treatment administered Advices on triggers and how to keep off them Assists the patient in quitting smoking (if applicable) Explicates on how to monitor the condition Provides the action plan of treatment and explains it to the patient. Is always available for assistance both at home and on the phone (NHS Choices, 2006) Nurses are generally recruited into the NHS through the website www.nursebank.co.uk , the Association of Respiratory Nurse Specialists offer courses for development and training of nurses and promote clinical excellence in respiratory care delivery (Association of Respiratory Nurse Specialist, 2010). The selection of a professional nurse in a recruitment procedure is dependent on factors as Years of experience, area of expertise and personal record check. CRITIQUE ON ASTHMA CARE Asthma management involves a wide range of services including primary care, routine follow up, hospital inpatient and outpatient care, proper education and advice of patient, emergency calls and prescribed drugs; these services when combined with the intensity and level of use result to a high cost (Department of Health, 2011). In 2001, England recorded a net ingredient cost of  £442million and around  £33million for inhaled therapy Brocklebank et al (2001). In prescribing drugs, the patient is considered as whether or not to use the drug/device appropriately; the most effective and clinically proven cost effective drug is also reasonably considered. However, restrictions imposed on manufacturers make some inhalers commercially unavailable hence the use of more expensive drugs. The British Thoracic Society (BTS) and Scottish Intercollegiate Guidelines Network (SIGN) have clinical guidelines on the use of inhalers for asthma (BTS and SIGN, 2009) however; there are inconsistencies or absence of recommendations for inhaler devices from these guidelines. Evidence-based guidelines are currently being prepared by the British Thoracic Society (BTS) and the Scottish Intercollegiate Guidelines Network (SIGN). There are criticisms on the effectiveness of the inhaler which largely depends on technique of administration by patient considering experience, physical ability and education on usage (NHS centre for reviews and Dissemination, 2003) CONCLUSION The role of a nurse in quality care delivery cannot be overruled especially in a health condition as asthma which could be critical and possibly fatal. The initial primary care given to asthma patients and subsequent secondary care has been proven to be appropriate in that the health status of patients is being improved. The incorporation of a respiratory nurse specialist has been a major milestone in achieving a better health status for asthma patients in the United Kingdom. REFERENCES Association of Respiratory Nurse Specialist (2010) professional development Available at: http://www.arns.co.uk/pages/professional%20development.html (Accessed: 11 March 2011). Asthma UK (2011) For Journalists: Key facts and statistics Available at: http://www.asthma.org.uk/news_media/media_resources/for_journalists_key.html (Accessed: 5 March 2011). British Lung Foundation (2011) Asthma, Available at: http://www.lunguk.org/you-and-your-lungs/conditions-and-diseases/asthma (Accessed: 9 March 2011). British Medical Journal group (2011) Asthma in adults Available at: http://bestpractice.bmj.com/best-practice/pdf/patient-summaries/531553.pdf (Accessed: 12 March 2011). British National Formulatory (2010) NICE Technology Appraisal. Available at: http://bnf.org/bnf/extra/current/450034.htm (Accessed: 9 March 2011). British Thoracic Society, Scottish Intercollegiate Guidelines Network (2009) British Guideline on the Management of Asthma: A national clinical guideline. Available at: http://www.sign.ac.uk/pdf/sign101.pdf (Accessed: 10 March 2011). Brocklebank, D.,  Ram, F.,  Wright, J.,  Barry, P.,  Cates, C.,  Davies, L.,  Douglas, G.,  Muers, M.,  Smith, D.,  White, J. Comparison of the effectiveness of inhaler devices in asthma and chronic obstructive airways disease: a systematic review of the literature Health Technology Assessment 5 (26) pp. 1-149. Pubmed [Online]. Available at: http://www.ncbi.nlm.nih.gov/pubmed/11701099 (Accessed: 4 March 2011). Department of Health (2011) Prescription Cost Analysis 2001. Available at: http://www.doh.gov.uk/stats.pca2001.pdf (Accessed: 11 March 2011). Lang M., Erzurum S., C., Kavuru M. (2011) Asthma. Available at: http://www.clevelandclinicmeded.com/medicalpubs/diseasemanagement/allergy/bronchial-asthma/ (Accessed: 12 March 2011). Medicines and Healthcare Regulatory Products Agency (2007) vol (1) drug safety update. Available at: http://www.mhra.gov.uk/Publications/Safetyguidance/DrugSafetyUpdate/CON2033216 (Accessed: 12 March 2011). NHS Centre for reviews and dissemination (2003) 8 (1) Inhaler devices for the management of asthma and COPD Available at: http://www.york.ac.uk/inst/crd/EHC/ehc81.pdf (Accessed: 10 March 2011). National Health Service Choices (2010) About the NHS. Available at: http://www.nhs.uk/NHSEngland/thenhs/about/Pages/nhsstructure.aspx (Accessed: 5 March, 2010). National Health Service Choices (2010) Acute asthma in adults-management in primary care. Available at: http://healthguides.mapofmedicine.com/choices/map/asthma_in_adults2.html (Accessed: 9 March 2011). National Health Service Choices (2006) The role of your Respiratory Nurse Specialist. Available at: http://www.chelwest.nhs.uk/documents/patientLeaflets/Asthma%20-%20The%20role%20of%20your%20Respiratory%20Nurse%20Specialist.pdf (Accessed: 11 March 2011). Office for National Statistics (2004) Asthma and allergies: Decrease in hospital admissions in 90s. Available at: http://www.statistics.gov.uk/CCI/nugget.asp?ID=722Pos=1ColRank=1Rank=192 (Accessed: 8 March 2011). Shiang, C., Mauad, T.,  Senhorini, A., De Araà ºjo, B., Ferreira, D., Da Silva, L ., Dolhnikoff, M., Tsokos, M.,  Rabe, K.,  Pabst, R. (2009) Pulmonary periarterial inflammation in fatal asthma Clinical and Experimental Allergy 39 (10) pp. 1499-1507 Wiley [Online]. Available at: http://onlinelibrary.wiley.com/doi/10.1111/j.1365-2222.2009.03281.x/abstract (Accessed: 11 March 2011). LEARNING OUTCOME 2 LEADERSHIP IN NURSING AND ASSOCIATED PROFESSIONS A Leader is someone who guides or chairs a group of people or an organisation; it is common practice that a leader portrays some leadership skills to enable him/her be productive and effective. Cook (2001) describes a clinical nursing leader as someone who endlessly gets involved in direct patient care hence improving care by being of positive influence to others. All nurses (from those who provide direct care to the managers) need potent leadership skills. Mahoney (2001) emphasises that anyone (e.g. a nurse) who gives assistance to others or is responsible for other people is considered a leader; however, good leadership is reproducible superior performance targeted towards a long term benefit to everyone called for. John, (2011) has defined a manager as an individual with the sole responsibility to plan and direct the work of a group of people, ensuring proper monitoring and directives are followed. Management in nursing involves regarding leadership functions of administration and making appropriate decisions within organisations that employ nurses. SIMILARITIES BETWEEN LEADERS AND MANAGERS Leaders and managers go hand in hand, none of them tend to possess abilities that make them stand on their own, and there is no unique or particular way of managing people. Some basic similarities between managers and leaders are: People development: An effectual manager and leader have skills and abilities that tend towards the development of the people. Partnership working: the work of both a manager and a leader tend to be of a partnership level (Mather, 2009). Motivators: both leaders and managers are motivators of their subordinates DIFFERENCES BETWEEN LEADERS AND MANAGERS Thinking pattern: A major difference between a leader and manger is in their level of reasoning, Managers think incrementally, whilst leaders think radically; managers always work towards doing things rightly while leaders work in the perspective of doing the right thing (Richard, 1990). Loyalty: Subordinates are mostly subordinate to their leader than to their manager; this applies often because the leader takes credit in times of achievement and allocating merit to subordinates (John, 1990). Competencies: A nursing manager allocates resources and sets timetables while a nursing leader is someone who clarifies the big picture created by the manager and simplifies it, making the hospital/nursing homes vision more understandable to the staff and patients (Kristina R, 2009). Leadership is a very vital issue in the nursing practice because nursing requires knowledgeable, consistent and strong leaders, who inspire and boost peoples moral and support professional nursing practice. Nurses need to be both leaders and managers for some very key reasons as: An Advocate for quality care: a head nurse who serves as either a leader has to stand out in ensuring the needs of both the patients and nursing staff are adequately met, sometimes it will require a robust and bold person to stand before the board in defending these needs. An influential personality: the presence of an influential nurse handling an asthmatic patient will go a long way in guiding the patient in making informed choices; the patient becomes free and open to the nurse when she/he exhibits a high level of positive influence on the patient. CRITIQUE OF NURSING PUBLICATIONS IN RELATION TO LEADERSHIP AND MANAGEMENT IN ASTHMATIC AND GENERAL NURSING CARE A report by the Royal College of Nursing (RCN) on the support by Asthma UK on RCNs frontline campaign published on 14th January 2011 is carefully analyzed highlighting the publishers aims of writing, lessons to be learnt, consequences of the article and its impact on positive care delivery. It was rightly stated in this article that about three-quarters of asthma emergency admissions can be avoided if proper care is delivered (Royal college of Nursing, 2011). This implies that the need for proper managerial skills needs to be adapted by the healthcare leaders to manage asthma patients which will ultimately lead to the reduction of emergency care delivery for asthma patients. He went further to stress that specialist nurses are the cohesive source of support and stability for care for asthma patients; this issue is supported by the Relationship theory of leadership (also known as transformational theory) which highlights the connection between the leader and the led (Kendra, 2011). Leaders that possess this trait tend to motivate and stir their followers to ensure maximum productivity is achieved. Focus is geared towards the performance of the group members. When a leader with such trait is employed, the function of the specialist will be balanced on both as a helper of the patient and a confidant to the patient. He also said that the role of a specialist nurse has reduced hospital admissions from 22% to 6%, hence saving the National Health Service billions of pounds annually. The writer concluded by turning down the practise of relieving the specialist nurses of their jobs and employing other nurses and ward clerks to fit into their roles which he said the adverse effects were of greater negative impacts as costing the NHS more finance and damage the lives of the patients already receiving care by the specialist nurses. The lessons from this article cannot be over-emphasized in that there is an immediate need for the employment of more specialist nurses to manage asthmatic patients better and to save the lives of their patients. A similar report by Akinsanya (2009) on the Exacerbations of severe asthma; psychosocial predictors and the impact of a nurse-led clinic stated that the need for alternate management approaches is paramount in caring for people with severe asthma. He also recommended further findings on the social and psychological aspects of asthma management. Recommendations were also made on the holistic approach for long-term management of asthmatic patients (Akinsanya, 2009). This report clearly shows the application of the contingency leadership theory that postulates the influence of variables that relate to the environment on the determination of the specific leadership style fit for a situation (Kendra, 2011); it further implies the need for a paradigm shift on the care for acute asthmatic patients towards need for more nurse specialists. PERSONAL REFLECTIONS ON LEADERSHIP AND MANAGERIAL SKILLS As a major role player in healthcare delivery, nurses have inevitable functions. This Portfolio has given me an in depth understanding in various areas of my practice as: Efficiency: I have learnt that my level of efficiency has a vital impact in saving asthmatic patients lives; it will help ease the huge financial burden on Government by saving extra expenses. Leadership skills: According to the great man theory of leadership (Management Study Guide, 2011a) which denotes that some people are born with inherent leadership skills which become apparent when great needs arise. I have understood that as a nurse, I can lead rightly and manage people if I can nurture the greatness in me. In enhancing my managerial skills, I will give room for creativity in my area of work by combining both human and non-human resources (Management Study Guide, 2011b) to achieve the designed goal. Team work is also a very good point I learnt from this report in that I cannot be an effective leader if I am regarded as the only member of my team succeeding, there has to be a cohesive effort from all. Care delivery: The focus is on the nurses to serve as interlocutors between the GP and patient ensuring the patient adheres to prescriptions and that the nurse is always available for assistance by the patient. CONCLUSION The difference between a leader and manager is quite small and most leaders tend to end up as managers. Asthmatic guidelines need to be reviewed often to improve its managerial aspect of care. Nurses are relevant care deliverers and all need to develop leadership and managerial skills in order to safe guard the healthcare of the United Kingdom.

The emergence of the internet marketing

The emergence of the internet marketing A new field of marketing called Internet marketing has emerged with the increasing number of people online. Companies are finding it increasingly difficult to maintain pace with the demands of numerous visitors of their web sites. With the growing traffic on the internet, now almost every company is involved in internet marketing. Internet marketing is much more than just having a nice web site. It encompasses each and everything that a business does to promote itself. The ways of conducting business have now changed due to access to information from any corner of the world in an affordable and easy manner. Today internet has replaced television, phone systems and newspapers bringing about an improvement in the lifestyle of the people across the globe. Offering 50,000 different products in a virtual store is very simple and easy; however this cannot exist in any physical departmental store. Internet has brought along with it real-time access, full connectivity and a simple unique int erface given by web browsers. This entire evolution has created a new environment for conducting business processes, establishing and maintaining business relations. This new wave in marketing has created an entire set of trends which companies need to look at and incorporate if they want to sustain their business. New value needs to be added at each and every stage of the business cycle. Ideas ripe for organizations to pluck and make their own, thus demonstrating that We are still here and better than ever! There is a vast pool of opportunities out there which needs to be exploited. MARKETING TRENDS TO WATCH! Value.Value.Value. The most apt word today is value. Actions that generate an enhanced customer relationship are created by the conversion of key information and knowledge. Organizations need to figure out their value. They need to fit themselves in each of the circles shown aside. The intersection of these is its value proposition. This needs to be placed in front of people over and over again. For e.g., the humanitarian organization CARE, for many years positioned itself as working to eliminate poverty. However many organizations were competing for this. It is a marketplace since the competition is for getting donors. CARE then changed its focus to plight of girls and women with the understanding that this class suffers more from poverty and till date markets this distinction in order to be heard. Online Reputation Management Organizations need to spend an equivalent amount of effort in managing the online brands as in maintaining the physical ones. The flow of messages is no longer controllable with the increasing number of user generated content in the form of blogs and online forums. It is thus essential to masquerade behind the scenes and influence, correct as well as add to th conversations. There are a number of cheap aggregator tools like Google alerts which help to get a daily digest via which the companies can be a part of the conversations. Video Marketing Many organizations have greatly reduced advertising budgets due to the different cost equations. In this scenario video marketing is gaining increasing importance. For e.g. a self styled makeup maven, Lauren Luke, started selling cosmetics by putting videos on YouTube. The videos have over fifty million views and her channel has more than 250000 subscribers. Next in line is the interactive video technology, through which visitors can be taken to the related content by clicking on elements in the video. Value-Added Content By pushing content onto customers businesses are now finding ways to enhance the customer experience. In order to push circulation Amazon has if you like enhancement to its catalogs. Customers continuously try to find that hidden aspect which makes him happy and visit again for purchases. Connecting with Mobile Marketing There are now more than 2.4 billion mobile phone subscribers in the world. Mobile marketing is now becoming a way to attract customers by building a one stop shop for email, photos and other digital services. It is therefore necessary for web sites to easily be able to navigate in mobile browser. Basically specific applications need to be developed to enhance the presence on customer devices by giving notices via phone. The Art of Being Real In a recent poll by AdweekMedia 78 percent respondents said that a celebrity in an advertisement does not affect them in any way. This means that now a days people are on a look for real evidence. It is a trust economy in which people who speak from the heart are believed. For e.g. Doves campaign which features real women using the beauty products was a breakthrough success. A rise of 700 percent in sales of Dove was reported in America. A Deeper Shade of Green Organizations are judged on their practices in the global community. It is now essential to talk green and to deliver on the green. The market research company, Aberdeen Group, reported that customer loyalty is driven up by 36 percent with modest green initiatives. It may rise to as high as 69 percent in some cases. In order to address this topic to teenagers, Worthington Libraries, selected a green theme for its summer reading club online. Death of Email My Info Quest is a text messaging service which a consortium of international libraries has developed which provides live reference services for public. The answers are given to the users from a worldwide network of professionals. In this way the customers are served as and when they expect due to the link between online and mobile functionality. Micromarketing Based on the differences in the customer groups marketing has now become nearly exclusively segmented. Online marketing needs to focus even on this aspect. In a study of its customers a national car wash company found that the customers fall into six different groups. Some young women prefer a car wash based on price whereas some other wealthy male segments prefer a car wash weekly at any given high price. The company has kept a record of email addresses of all its customers, thus offering the right promotional products to the right cluster and motivates behavior. Value of Design A design executes a brand through every touchpoint. Customers need to be provided with a familiar and branded experience. The use of themes, templates, stylish fonts, consistent colours develops a brand within the minds of customers who then recognize the brand easily generating a recall. Speed It is a fast moving world and people are in a constant hurry. The customers now want it fast and easy. Online customers want their results in a moments time without waiting longer on the website. Thus it is necessary that service delivery is streamlined and customers are given what they ask instantly. Emotional Connection Marketing today is all about making an emotional connection that establishes a relevance to customers. Organizations need to cement the emotional and personal connection. HOW DO YOU PLAN TO MAKE MONEY? CHOOSING A BUSINESS MODELà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. In simplest terms, a business model is a plan that an organization uses to generate income. It is a combination of many factors like the potential market or niche and how does the organization plan to reach it, the value proposition and other elements which are essential to sustain business in the long run. The company may have many marketing choices at its disposal but it needs to keep the abilities and costs associated with each marketing effort in mind. PPC (Pay Per Click) Business Model Using the PPC model organizations can advertise the product or service in the search engines (Google, Yahoo! and MSN) themselves. Organizations bid on keywords related to their business and pay for advertising only when a user clicks on the ad and visits the site. The ad is triggered when a user types in a search query which matches the keywords that were bided on. The marketer who bids the highest gets his ad displayed somewhere on top of the search results provided by the engine. In this way the company has complete control over when and where the ads are displayed. Depending upon the time of the day the ads can even be turned on or off. The geographic locations wherein the ads will be run can also be decided by the marketer. In relation to the competitors the ad position is determined by: maximum cost per click (CPC) multiplied by click-through rate. It is only when somebody actually clicks on the ad that the search engine gets paid. In this way the top position needs to be earned by writing ads that tempt searchers to click on it and explore the site. PPC is a good fit for marketers if they :  · Like to work with huge amounts of keyword information.  · Are willing to invest the time needed to do daily research and updates to accounts.  · Have more money than time and are willing to spend money to make money.  · Like working with statistics.  · Like analyzing (and reanalyzing) results.  · Know how to write small classified ads.  · Have an advertising budget of at least $100 per month, per campaign. SEO (Search Engine Optimization) Business Model Organizations get their site indexed and ranked in natural search results for search terms that are related to the business or certain keywords. For example, when someone searches a term-schools or restaurants , on Google, the Web sites that pop up first are determined by SEO. The search engines fixed algorithms determine these results and rankings. In such a type of a natural environment the owners do not have much control as to when and where the site will be displayed as in the PPC model. There is thus no cost associated with this model. The only resource required is time. The sites that rank among the top generally have strong inbound links and good content. This amounts for a lot of free traffic. A few things to keep in mind while building up the site:  · Put the keywords in the title of the page, as well in the file name if possible.  · The domain name should consist of the keyword.  · Write articles and web copy with the appropriate keywords in mind (and only a few keywords per article or web page). SEO is a good fit for marketers if they:  · Like to research a topic in depth.  · Enjoy writing content a lot of content!  · Can be patient and have time to wait for traffic (and profits) to increase. Have a limited budget.  · Enjoy spending most of the time on one site to consistently track SEO status and make changes to increase visibility.  · Enjoy doing keyword research and writing content based on just a few keywords at a time.  · Just like to make sales and dont really care where they come from (natural search result sales can be hard to track). Content Business Model In this kind of model the emphasis is on writing articles with a particular keyword or phrases. Within the article, links are provided to the merchants products. Articles may be in the form of press releases, product reviews, personal recommendations, informative content or original fresh content. Good content automatically raises the page rank since it gets linked to more often. Also penalization can be avoided if the content is original and not copied from some other sites. Interesting articles attract more traffic and lead to increased sales. The content should be updated, relevant and act as a valued information source. Visitors should enjoy reading the article and it is the articles content that should give them every reason to visit the website where the organization can market its product. The content model is a good fit if for marketers if they :  · Like to research a topic in depth.  · Enjoy writing content a lot of content!  · Can be patient and have time to wait for traffic (and profits) to increase.  · Have a limited budget.  · Enjoy spending most of time on one site/topic and have time to devote to content development each week.  · Enjoy doing keyword research and writing content based on just a few keywords at a time.  · Like to make changes to a site by consistently adding many pages of content.  · Enjoy setting up tracking links so you can find out where you sales are coming from.  · Like to manage large sites with possibly thousands of pages.  · Enjoy making sales for years to come from articles written in the past. Whichever business model the organization chooses the pay off for the strategy comes only when full time and commitment is devoted to it. Paid vs. Free Content In a survey conducted by A.C.Nielsen across 52 countries comprising 27,000 consumers, 85% prefer that free content remain free. The online content that consumers are willing to pay for includes generally those that they pay for offline and which is produced at a high cost. This includes music, movies, games and some other television shows. On the other hand they refuse to pay for user generated material like blogs and videos. Before they chip in an amount, Online users need the fulfillment of certain criteria by the content produced. 78% of participants believe if they already subscribe to a newspaper, magazine, radio or television service, they should be able to use its online content for free. 71% of global consumers say online content of any kind will have to be considerably better than what is currently free before they will pay for it. Nearly eight out of every ten (79%) would no longer use a website that charges them, presuming they can find the same information at no cost. As a group, they are ambivalent about whether the quality of online content would suffer if companies could not charge for it 34% think so while 30% do not; and the remaining 36% have no firm opinion. à ¢Ã¢â€š ¬Ã‚ ¢ But they are far more united (62%) in their conviction that once they purchase content, it should be theirs to copy or share with whomever they want. Organizations are now experimenting with different payment models, like micropayments, full service subscriptions to individual transactions. Regardless of what they offer and choose, organizations will continue advertising and along with paid content visitors will have still see ads. 64% believe that if they are paying for online content then there should be no ads. On the other hand 47% are ready to accept greater advertising to subsidize free content. There is no consensus on this subject till date and in the near future online visitors and consumers will make their decisions based on the value of the online content. CONNECT AND PROMOTE SOCIAL MEDIA CHANGING THE FACE OF ONLINE MARKETING The advent of social media has drastically changed online marketing. Now a days organizations devote an entire department to social media. Every campaign on social media is tailored to the needs of the company. A dance company will promote itself through videos posted on YouTube; on the other hand a business minded outlet like LinkedIn may be chosen by a corporation trying to promote itself to different companies. A connection is established between organizations, businesses and people due to the ability to send friend requests, post comments and join networks. All this form a part of continuous extensive user interaction. People want to connect with real people. The information online spreads at a very fast rate. One just needs to re-tweet on twitter, or suggest a Facebook page or forward an email to friends and family. All this is driving a big change in the way brand marketing works. New ideas have been inspired on the relationship between paid and earned media and their impact on the brand. Marketers are moving from a broadcast-based marketing relationship with consumers to a relationship that more explicitly considers how traditional paid media drives earned media-where consumers directly engage with the marketing messages and pass them along to their friends. Earned media Earlier earned media was looked upon as the number of times a brand was mentioned in the newspapers or tv programs. Today however these are not the only form of earned distribution. Today it is the consumer who endorses the brand to his online friends. In such a scenario, tools like organic impressions by Facebook and other options provided by social media networks are exploited to send across the brand message. Hybrid options of paid and earned media are now being used by publishers to create a greater impact. Thus unlike the traditional approach where there was a chance of the brand message degrading by the word of mouth, the brand now directly interacts with the consumer. When it comes to making decisions related to purchasing consumers rely on friends more than anyone else. This provides for a vast pool of opportunities in the growing variety of social media outlets. Encouraging Brand Advocates In advertising there is a constant need to create and encourage brand advocates. It is these advocates who are brand loyal and have an influence on the purchasing decisions of others. This is achieved on Facebook via social ads. When an ad is served to a user the names of the users friends who are fans of that brand are contained in the ad unit. The effectiveness of advertisements is actually positively affected by such lightweight forms of endorsements. Organic Exposure The ability to create earned media using an ad campaign is the main point of attraction to social media for marketers. The newsfeed stories on facebook is one such example of earned media. These stories termed as organic impressions are sent out to friends of users who involve with ads on Facebook. The ad recall was increased by 10% due to exposure to a homepage ad. Also the brand awareness was increased by 4% on an average. (Source: Survey conducted by A.C.Nielsen) How Organic Frequency Drives Impact A number of exposures to the same message still increase the recall. It shows the strong ability of organic impressions to impact the consumers over a long duration for absorbing the messages. This beats the traditional form of advertising. Earned Media Engagement and Reach Interesting homepage impressions must be developed to maximize the reach of earned media. A strong relationship is observed between the number of impressions and engagement rate of an ad campaign because the impressions are generated via interactions with ad unit which are posted as stories in users friends feeds. The problem of the impressions being tough to scale and marketers trying to reach a lot of people needs to be appropriately addressed. Types of Media on FB Concept of Earned Media Brands as Communities on Social Media The social media sites enable organizations to form product groups and fan pages. In this way opinion form brand enthusiast can be seeked. However what does a company do to attract a new pool of customers? A site called Gather.com allows organizations to gain access to people who have not yet experienced the brand offered. This website links people with similar interests rather than with friends or known people. It attracts 8.1 million visitors every month. Feedbacks are also provided regularly to members friends. In this way the site has become an important spot for marketers introducing new products. Badges and Publicity Engaging Users A location based social network site called Foursquare rewards the users with different types of virtual badges for using the service on their cell phones from various destinations. These are like virtual awards that the users earn. For example, a jetsetter badge is earned by a user if he uses Foursquare at five different airports. Reinforcement of a particular kind of behavior i.e. checking in as many times as possible, is the idea behind this. Till date over one million badges have been awarded to more than 5,00,000 users. New badges are introduced every now and then to avoid boredome and badge fatigue. It creates excitement among the users as well as an environment of positive reinforcement. The more one plays, the more one wins! FINALLY: IS YOUR MARKETING INVESTMENT DELIVERING THE EXPECTED RESULTS? MARKETING ROI With the increasing competition and customers becoming more and more price conscious, it becomes essential for marketers to ensure that they are maximizing the returns. For every rupee spent on marketing, the amount of sales achieved need to be known. Resources should be allocated to those activities which help achieve higher sales. Also the focus of marketing investment should be on campaigns that create the greatest halo effect i.e. the extent to which one brands marketing activity positively influences sales of other brands in the portfolio. The ones which have a positive impact on sales should be invested in further. The method for achieving results will differ across a brands portfolio. A tailored strategy is required for each brand and product since each has a different personality and target audience. CONCLUSION: The Wide World of Internet Marketing For someone entering the field of Internet marketing, the opportunities are vast. Most marketing professionals have a bachelors degree in some area of communication, such as advertising, marketing, or English. You can get very specialized. Desmet says. You could work for basically any company because these days almost every business has a marketing department. Sports teams need marketing departments to keep their image and brand in the public eye. Hospitals use marketing to create awareness of their achievements and support for their communitys needs. All businesses need to promote themselves, so theres a marketing position out there to suit nearly any interest. For those having difficulty picking just one specialty, there are marketing firms that work with clients across a number of industries. The foundation for [marketing] is that you have to be an excellent communicator, whatever your specialty may be, Desmet says. Marketing for the most part requires a creative approach. You always have to be coming up with fresh ideas.