The Grapes Of Independence By John Steinbeck - 1489 Words

The Grapes of Independence An image or a thousand words, which is more impacting? For decades now enthusiasts have participated in endless debates over films and novels. Whether it be a novel that is adapted into a film or a film that is converted into a novel, neither of the works will be an exact image of the other. Often the first piece will obtain mass amounts of popularity, thus influencing the production of itself in the opposing format; however, the mass majority of these occurrences end with a subpar recreation that is abhorred by fans. The Grapes of Wrath, on the other hand, was highly renowned and won awards as both a novel and a film. John Steinbeck published his novel in April of 1939, and it won the Pulitzer Prize and the†¦show more content†¦However, the seemingly slightest alterations fabricate the largest variations. When adapting a lengthy novel into a film, directors find it rather onerous to include all the details from the original. Ford was presented wit h the same obstacle during the production of his film. Due to such occurrences, rather than creating a six-hour film, the only recourse was to desert certain material. As seen in The Grapes of Wrath, the scenes followed the same scheme as the novel, but a number of happenings were left absent from the film. This editing, as described in Shared Class Files, â€Å"can compress time or extend time.† Ford’s adaptation deleted Steinbeck’s interchapters and animal scenes from the production. Ma’s prominent speech of man was an addition and a divergent ending was even incorporated for the refashioned story in the film. Although the movements, removal and alterations of these segments allow the production to maintain the same subject, the primary messages, themes, and focus points undergo similar adjustments alongside the scenes. Similar tales of struggle, one leans to the left and the other leans to the right. One speaks of the lives of a family, while the other speaks about the entity of mankind. These are the circumstances that separate Steinbeck and Ford’s two compositions of The Grapes of Wrath. Within the novel, interchapters can be found thatShow MoreRelatedEssay about The Life Journey of John Steinbeck 1264 Words   |  6 PagesThe Life Journey of John Steinbeck Every great writer had their own influences, John Steinbeck was no exception. Steinbeck’s influences cam from family, friends, and his environment to write detailed descriptions to involve or influence the reader. Whenever someone reads one of John Steinbeck’s works they are in immersed in the scene he is describing, he makes you feel as if you are right there experiencing everything there first hand. 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Her relationships with Pa, her daughter Rose of Sharon, and even herself all convey different elements of an extraordinary leader and an amazing mother. Ma and Pa’s relationship throughout The Grapes of Wrath defies the ideaRead MoreBlack Boy And The Grapes Of Wrath Analysis1728 Words   |  7 Pagesand pregnant virgins. What more could you want? Well, you might want to escape poverty. Logically, your next question is: can religion accomplish this task? And according to Richard Wright and John Steinbeck, the answer is a resounding â€Å"no.† Wright and Steinbeck, pump their books, Black Boy and The Grapes of Wrath, respectively, full of biblical allusions to demonstrate that religion is ineffective at addressing the issues of the indigent because teleological narratives, when applied to materialRead MoreStruggle for Survival in the Grapes of Wrath2273 Words   |  10 PagesStruggle for Survival in The Grapes of Wrath The 1930s were a time of hardship for many across the United States. Not only was the Great Depression making it difficult for families to eat every day, but the Dust Bowl swept through the plains states making it nearly impossible to farm the land in which they relied. John Steinbeck saw how the Dust Bowl affected farmers, primarily the tenant farmers, and journeyed to California after droves of families. These families were dispossessed from the farmsRead MoreThe Grapes Of Wrath And Of Mice And Men1644 Words   |  7 PagesJarvis Johnson Research Paper John Steinbeck is an American author of 27 books, widely known for award winning novels, The Grapes of Wrath and Of Mice and Men; Steinbeck is also a Nobel Prize winning of Literature. Steinbeck’s writing expresses realistic and creative thoughts, combining as they do compassionate comedy (through Lennie) and intense social perception with their surrounding national culture. 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Motivation Working In Groups Education Essay Free Essays

string(100) " and the scheme adopted by the pupil is to make at the most what is required to accomplish his end\." Abstraction The planetary competitory environment is witnessing a new displacement where more and more companies are forming their activities and undertakings around groups. Bing able to work efficaciously in a group is now considered a important demand for any employee. This write up inside informations my motive behind fall ining a Masters class in direction at the Bangor Business School and how this is assisting me to smooth my accomplishments as an effectual group member and a future director. We will write a custom essay sample on Motivation Working In Groups Education Essay or any similar topic only for you Order Now This piece of work besides identifies assorted issues faced when working in groups and simple solutions that can be applied to antagonize these booby traps to maximise end products. MOTIVATION FOR JOINING A POSTGRADUATE PROGRAM IN MANAGEMENT The undergraduate plan in Commerce at Bishop Heaber College Trichy, India introduced me to a broad scope of subjects in my nucleus topic such as economic sciences, statistics and mathematics. The commercialism course of study non merely inculcated a high grade of job resolution and analytical accomplishments in the nucleus field but besides gave me a opportunity to briefly explore other practical concern spheres such as direction, finance, selling, accounting and jurisprudence. These subjects are extremely relevant in the current economic scenario and it is really interesting to look into how the interplay of assorted forces thrusts planetary growing. What fascinated me most was the fact that many of the theoretical subjects in direction have profound practical public-service corporation and when applied to assorted jobs these guarantee of import procedure and merchandise betterments. In order to carry through my dream of going a high-tech concern adviser, I decided to fall in a postgraduate plan in Management at a reputed university that would supply me with ample chances in footings of growing, personally every bit good as professionally. Harmonizing to McClelland ‘s Theory of Needs motive depends on three demands – Accomplishment, power and association ( McClelland, 1961 A ; 1975 ) . These 3 factors were instrumental in actuating me to fall in a postgraduate plan and work towards accomplishing my ends. THE BANGOR BUSINESS SCHOOL: A GLOBAL PLATFORM The following challenge that I faced was to calculate out a university that would run into my criterions and demands and would turn out cardinal to my success in future enterprises. After a thorough research, I zeroed down on the Bangor Business School at the Bangor University. Harmonizing to Clayton Alderfer ‘s ERG Theory, being, relatedness and growing are the three chief factors that motivate people for fall ining an organisation. My determination of fall ining the Bangor University was based on these three factors as this university provides personal attending to pupils, offers chances that pupils can associate to and nowadayss ample infinite to turn ( Alderfer, 1969 ) . The Bangor concern school provides a overplus of classs in direction with a extremely trained staff and coactions worldwide with the industry supplying first-class future chances. The fact that this concern school has been late rated by the Research Assessment Exercise ( RAE ) as the best in UK for accounting and finance farther strengthened my determination of fall ining this university ( Bangor, Homepage, 2010 ) . In recent yesteryear, the university staff was responsible for transporting out extremely acclaimed consultancy undertakings for authorities and non-government organisations with assorted publications in the prima diaries. The Bangor concern school provides abundant chances for heightening and developing competences in direction. Besides, in order to go a successful adviser I require custodies on experience and cognition of planetary concern, foreign markets and competition with a thorough apprehension of planetary forces and concern schemes. Bangor, through its coaction with foreign companies and universities provides sufficient exposure in the planetary domain, both practically every bit good as technically. Students AT BANGOR BUSINESS SCHOOL Another factor that attracted me towards the Bangor concern school apart from the module and installations was the pupils. As the college undertakes merely a limited figure of extremely qualified pupils who are selected after stiff competition, quality of pupils is the kernel of this university. The chief advantages offered by this layout include: Fewer figure of pupils enrolled guarantee that an first-class resonance is developed with all the members of the class. This helps in interchanging rich cognition and expertness from assorted subjects such as humanistic disciplines, commercialism, jurisprudence, scientific discipline, concern disposal, selling, etc. amongst different pupils. The familiarity, good will and contacts built during the continuance of the class prove to be really effectual and of import in the long tally when different pupils join different industries at assorted profiles. These pupils have varied positions and backgrounds and sharing this enormously helps in bettering any professional. Therefore, interacting with this creme de la creme was a large motive for fall ining the Bangor University. APPROACHES TOWARDS LEARNING Determining an appropriate and contributing attack towards larning is indispensible to the procedure of deriving cognition. Harmonizing to Biggs A ; Telfer ( 1987 ) , the chief attacks undertaken by pupils comprise of two elements – Motivation and Strategy. Based on this, he identified three chief attacks adopted by pupils. These were the Surface Approach, the Deep Approach and the Achieving Approach. Surface Approach: In the Surface Approach, positive and negative extrinsic motivations play a critical function and pupil ‘s scheme is to try the least to go through a topic. In the procedure he renders himself inefficient of understanding the significance of what he has learned and the interplay of factors because the motivation is superficial and he has no personal involvement in what he is making. Deep Approach: In the Deep Approach, motivation is an intrinsic wonder to larn things and the scheme undertaken by the pupil is one of personal committedness towards larning. In the procedure he comprehends and understands things in the best possible mode, attempts to co-relate things learned with past experiences and accomplishes the chief undertaking of analyzing. Achieving Approach: In the Achieving Approach, the motivation is to accomplish a peculiar end such as high classs and the scheme adopted by the pupil is to make at the most what is required to accomplish his end. You read "Motivation Working In Groups Education Essay" in category "Essay examples" MY Approach TOWARDS LEARNING During my full pupil life I have ever strived towards deriving a deep cognition of each topic that I studied. In the competitory universe that a professional faces one time that he comes out of the college, a strong foundation is required if he wishes to boom and turn. Hence, when I joined the Bangor University my chief motive was to construct a strong and deep apprehension of assorted topics, variables and subjects of direction. Influence OF THE BANGOR BUSINESS SCHOOL ON MY APPROACH TOWARDS LEARNING In 2001, Biggs described two chief influences that shape a pupil ‘s attack towards larning – Personal factors and Teaching. These are described below: Personal factors such as background, upbringing or personality may hold a positive or negative consequence on the pupil and may motivate him towards developing a Surface Approach or a Deep Approach. Teaching: Conventional learning methods such as everyday scrutinies, clip force per unit area, taging strategies, detainment, etc. lead pupils towards developing a Surface Approach of larning. On the other manus, newer learning methods such as instance surveies, activities, tutorials, job resolution, flexible rating systems, etc. promote pupils towards developing a Deep Approach. At Bangor, the module believes in an synergistic instruction manner where the pupil is free to inquire inquiries and is encouraged to believe out of the box. In fact the techniques employed have molded assorted pupils from being Surface attacks to Deep attacks. This procedure has been accelerated by advancing student-student interactions that result in an exchange of expertness and in bend actuating pupils to travel for an in-depth analysis of assorted jobs and issues. In short, the unique and latest learning methods employed at Bangor have helped direction pupils in developing a strong apprehension of assorted direction related subjects such as Problem Solving and Decision Making, Planning, Delegation, Internal Communications, Meeting Management, Leading, Coordinating and Controlling, Pull offing Self, Managing Stress, etc. ( McNamara, 2010 ) . These methods provide a alone environment where the pupils contribute towards the growing of each other therefore maintaining one and all motivated. Simultaneously, the university achieves the primary end of instruction by heightening the acquisition ambiance of pupils and by increasing the efficiency of the module. UNITY IN DIVERSITY As discussed earlier, Bangor demonstrates a broad scope of diverseness by uniting different people from different parts with different academic backgrounds as one large group. As a portion of the MBA course of study, many times pupils are required to be grouped harmonizing to activities, instance surveies or undertakings assigned to the category. This brings the subject of working in groups. Harmonizing to Robbins ( 2004, pp:219 ) : â€Å" A Group is defined as two or more persons, interacting and mutualist, who have come together to accomplish peculiar aims † . Working in groups can be either pleasant or hard or at times both. On the brighter side, uniting people with heterogenous backgrounds and experiences ensures best consequences in footings of value add-on to the batch. Students demonstrate a high degree of originative thought, solutions design and job work outing guaranting better end products. The kineticss achieved by this theoretical account guarantees a healthy ambiance within the campus and pupils staying positively competitory. POSITIVE ASPECTS OF WORKING IN GROUPS In Management classs, pupils are divided into groups to accomplish assorted motivations which in bend help them in deriving a competitory border when they venture out in the industry. A individual who works good in a group is in all possibility traveling to be an first-class squad worker when he joins an organisation. Assorted positive results achieved by working in groups are described below: When pupils work in groups they draw on each others knowledge and expertise to accomplish better consequences. This is due to the fact that a multiple sentiment is ever better than a individual sentiment as it shows heterogeneousness and avoids prejudice. Group working achieves best consequences for rating studies such as instance studies, reappraisals and reviews, research undertakings such as those that entail primary and secondary research and little undertakings that involve an statement such as a argument. Students working in groups besides make the best of the available strengths within the group. For e.g. in a written undertaking, one of the members who has an first-class bid on vocabulary can compose the paper whereas other who has an expertness in the linguistic communication can proofread. Working in groups makes pupils responsible as they work coherently to accomplish a common undertaking and in the procedure maintain actuating each other to execute better. While working in groups there is a least possibility for members to stall. Group working ensures that single manners ever come to the head supplying enhanced consequences. Press FACTORS ON GROUP WORKING Group working is governed by assorted pressing factors such as efficiency of members, degree of struggle, external conditions, procedures, internal communicating, etc. These factors give rise to assorted issues within the group ( Goodman, 1987 ) . Group work is seldom perfect and one is expected to meet a broad scope of issues and jobs when working in groups. For any direction pupil to be effectual it is really of import that he uses solutions design and advanced schemes for antagonizing these issues. What remains indispensable is the fact that whatever 1 does, he should non ache or pique other group members. Few issues associated with working in groups along with executable solutions will be discussed in the undermentioned paragraphs. Working IN GROUPS: ISSUES A ; SOLUTIONS I ) Disagreement Disagreement and following a collaborative working manner are the biggest issues when working in a group. Each person in the group should understand that the basic thought of the course of study behind transfusing a collaborative working manner is the fact that thoughts will be challenged to accomplish better consequences and a struggle is non ever bad ( Schellhardt, 1994 ) . There are opportunities that other members of the group might come up with thoughts that are right or more relevant and can be supported by grounds. In order to stay competitory in such a scenario one should promote dissension to measure the strength of 1s ain thoughts and to research other possible options. A collaborative working manner should be promoted in the group to antagonize dissension. Collaborative manner has assorted paradigms associated with it. These include stating non merely what to make in the group but besides activities required for carry throughing a peculiar undertaking i.e. how to accomplish desired consequences. Collaboration is most fruitful when a certain degree of formality is introduced in the group behaviour such as everyday meetings and advancement sheets and by maintaining the group ‘s involvement before personal 1s. Another step to antagonize dissension is to be ready to compromise. This means that each member of the group should be ready to listen and suit each others sentiment and forfeit or modify his ain theories in the visible radiation of cognition and grounds. Encouraging dissension, as discussed above, is really effectual but what should be understood is the fact that groups that merely differ do non stay functional. Therefore, it is really of import to equilibrate the 2 forces of dissension. As per Robbins ( 2004 ) a working group is non an unorganised crowd but should hold a construction and most significantly a leader or a captain or a go-between. Therefore, a go-between or chair individual can be assigned for each meeting who will listen to all the parties and come up with concluding indifferent recommendations. All groups have specific norms that are established early to guarantee smooth operation ( Hackman, 1992 ) . Discussion regulations such as no personal onslaughts can be decided early in the procedure. Group behavior encourages people to develop a critical attack towards inquiries which proves to be an advantage in existent universe puting where an person is confronted with assorted pressing issues and jobs. II ) DIVISION OF WORK Division of work Division of work and duties is indispensible to the success of working in groups. Undertakings should be divided in such a manner that all resources are adequately utilised without over burthening any specific person. The existent undertaking can be broken down into smaller sub-tasks and each sub-task can be assigned to one individual. Care must be taken to guarantee that sub-tasks should be divided harmonizing to single strengths. For e.g. a individual good at proofreading can be assigned for proofreading and one good at forming should be assigned to forming informations and concluding end product. Furthermore, interpersonal accomplishments are a deciding factor for high public presentation and members should show and larn these from each other to better their competences ( Stevens A ; Campion, 1994 ) . Therefore, to maximise the use of resources work should be delegated harmonizing to the strengths and expertness of group members. III ) SOCIAL Idleness Covering with Slackers is another issue in group working. This phenomenon called as Social Loafing ( Comer, 1995 ) refers to the inclination of people to work less when working in groups. Normally persons on a individual undertaking are uniformly graded hence go forthing a large room for one or more members to go dawdlers. To cover with this state of affairs, regulations should be laid down at the start itself. These can be simple penalties such as if a member does non go to a meeting without any specific ground he would purchase a Burger for everyone in the group to harsh 1s such as non including the name of the individual on the concluding study. Usually group members end up making excess work because they do non take shirkers to undertaking and do non talk their head. On the contrary, such sentiments and issues should be flagged at the earliest in the group. IV ) RESPECT FOR INDIVIDUAL Another chief issue associated with working in groups is keeping regard for persons. The image becomes hard when one or more members in the group see themselves superior and smarter than others. This is a unsafe attitude that may do clash within the group. Besides there is a opportunity where persons may believe that they would hold learnt better if they had worked separately on the subject. Researchs have demonstrated that group working is more efficient in doing better quality and speedy determinations when compared to single working ( Cooke A ; Kernaghan, 1987 ) . It is besides of import to promote members to discourse their strengths and failings at the first session itself so that they can be best utilised. Sharing of ideas by and large consequences in coherence within a group as people feel nearer to each other. Group members should be encouraged to develop and heighten their ability to LISTEN. Group works best when all members are ready to listen to each other with an unfastened head. Furthermore, in a campus environment where pupils come from different states and civilizations, something which is acceptable in one civilization might non be the same in another ( Axtell, 1991 ) . Therefore, regard for persons, their civilizations and values is indispensable to the success of any group. V ) Communication Timely communicating on all undertaking and single related affairs is paramount to the success of any group. Unable to run into at distinct clip or topographic point can take to perturbations in the smooth running of a group. Regular communicating should be maintained in the signifier of regular meetings to be held at a stipulated clip agreed amongst the group members. Here, persons can voice their findings on assorted subjects every bit good as flag their personal jobs if any. Other options such as electronic mails, telephones, confab suites, couriers, etc. may be used if in instance one-to-one treatments can non be planned at all. One of the members can be assigned to enter proceedingss of the meeting and can go around the meeting notes to everyone. This formalizes the procedure of communicating and makes certain that everyone in the group is on the same platform. Besides it is easier for the members to look back on the notes and see if they are on the mark and have achieved what w as decided as per agenda. VI ) TIME MANAGEMENT Inefficient clip direction besides causes a batch of jobs if things are non achieved as distinct. Therefore to avoid clip lags the best attack is to hold pre-agreed mileposts for the undertaking that can be converted into Gantt charts. It is a misconception that working in a group takes lesser clip. In fact, working in a group can be really clip devouring due to encephalon storming, developing understanding on a subject, collating information, alterations and proofreading, etc. Thus, group work should ne’er be considered as less work in lesser clip. It is besides of import to use meeting clip expeditiously to avoid slowdown subsequently on. To accomplish this, the docket of the following meeting can be decided in the current one itself ; all members should come prepared for the meeting ; go-between can direct a reminder through electronic mail or phone before for the approaching meeting ; go-between or chair individual should be rigorous about the timelines. Decision: MBA A ; BEYOND To sum up, prosecuting a Masters grade in Management for me is non merely a tool to accomplish position, richness and wealths but a ladder to understand and research assorted spheres of direction. The chief motive behind trailing this plan is to play with assorted direction patterns in order to understand the interplay of factors and to larn ways of using latest theories of direction to pattern. This will assist me in going an first-class director by steering my accomplishments to plan efficient and advanced concern solutions. Continuous chase for wisdom has made me look up to the cognition that I already had and has farther motivated me to hone my accomplishments. The Bangor Business School has provided me an first-class chance to carry through my dream by fall ining this class and deriving sufficient in footings of proficient accomplishments, interpersonal accomplishments and contacts. This concern school has non merely equipped me with a deep cognition of the class stuff but is determining me to be an effectual scholar and hearer. Assorted direction attacks and rules that I am larning in this class such as working in groups will fit me better to accommodate easy when I join the existent universe of concern. My love for direction patterns will do me take up challenges whole heartedly. APPLICATIONS OF THE CURRENT TOPIC This organic structure of work can be used by pupils to understand the importance and kineticss of working in groups. Furthermore, simple solutions proposed can be easy adopted and implemented by one and all to maximise end products when working in groups. How to cite Motivation Working In Groups Education Essay, Essay examples

BHP Company Structure-Free-Samples for Students-Myassignmenthelp

Question: Disucss about the BHP Company Structure. Answer: Introduction BHP Billiton is a dual-listed Anglo-Australian metal, mining and petroleum multinational company, whose headquarters are in Melbourne Australia. The company was founded in 1885 in a small town in Australia and in the year 2015, the company was ranged as the worlds largest mining company by market value (BHP, 2016). The company is listed as BHP Billiton Limitedin Australia and BHP Billiton plcin Britain. The two branches of the company are separately listed and publicly traded, although their operations are same and have a single management structure (BHP, 2016). The groups headquarter is Australia, and the focus of this paper will be the AustralianBHP Billiton Limited. The operations of BHP Billiton Limited range from mining, oil and gas exploration as well as mineral processing in over 25 countries. The operational units of the company include. Copper Potash Coal Petroleum And Iron Or This paper explores BHP company structure, its operational problems, and the most likely system acquisition method for the company, an overview of the company's sales procedures and examines possible frauds that are likely to happen in the company's sales procedures. Part two of this paper covers the development and adoption of an accounting software package for the company; it identifies the market leaders of accounting software packages and examines the current gaps and challenges encountered by users of accounting software and packages. Finally, the paper recommends the best approach to develop or adopt accounting software, as well as the most appropriate product currently in the market, that can fit the needs of the company. Current Organization Structure According to BHPs annual report (2016, p.5), the companys top tier leadership comprises the board of directors, with the chief executive officer being the secretary to the board. In a nutshell the management of the company can be classified into five levels; starting with the board of directors, the chief executive officer, group managers, the business-marketing-treasury and the Business risk and audit committees (RAC) (BHP, 2014). The Risk and Audit Committee is tasked with an oversight role; helping the management board to monitor the operations of the group and the actions and decisions of the chief executive officer with the aim of ensuring that progress is made towards the achievement of the corporate goals and objectives (BHP, 2016). Figure 2.0 BHPs Organizational Structure. Source (BHP, 2014). The current structure has placed the necessary safeguards to ensure that errors and inefficiencies do not occur in the organization. In particular, the inclusion of an audit and business risk committee that plays a critical supervisory role ensures that the management processes, budgeting, sales and marketing as well as compliance issues are handled appropriately (BHP, 2014). This committee is responsible for the oversight of risk management and reviews the internal controls and risk management systems. With all these checks and balances in place, its hard to identify obvious inefficiencies or errors that could arise as a result of the organizational structure. However, no system is completely fault proof and BHP Billiton is not an exception. The sheer size of the organization, and the numerous departments that are in operation would be very difficult to manage and account for, if a robust accounting information system is not in place. As such, there are possibilities of having human errors in consolidating financial data from all the levels of the organization. Most Likely system acquisition method The company - BHP Billiton- is involved in the mining, processing and sale of a wide range of products that includes minerals, metals and petroleum (BHP, 2016). For such an organization, Shaul and Tauber (2013) argues that the most appropriate and efficient system to be used would be an Enterprise resource planning (ERP). An ERP is a business process management system that enables business to use integrated software systems, in the management of business processes (Shaul and Tauber, 2013). ERP facilities the automation of numerous back-office functions related to service, human resources and technology (Shaul and Tauber, 2013). The software facilitates the integration of all facets of business operations, including; product planning, development phase, manufacturing, sales and marketing. All the operations are integrated into a single software application, storing data in single databases and accessed through a unified user interface. An organizations shared transactional data are co llected into a single database, from multiple sources, thus eliminating data redundancy while providing data integrity and a common user experience with a single source of truth (Shaul and Tauber, 2013, p. 3). The choice of this system acquisition method is motivated by the wide range of activities the company is involved in as well as the need to have a single central collection of data that would easily give a unified view of the organization. Implementation of an ERP by an organization like BHP Billiton would greatly ease the management and decision making, as reporting by various facets of the business are consolidated into a single system. With an ERP, a number of standalone databases are eliminated, thus bringing order and harmony as various system users are able to create, store, and use the same data derived through common processes. Implementation of an ERP also eases the process of securing data as it is easy to secure a single centralized data source, while ensuring that the data in the repository is complete, up to data and correct. This ensures data integrity for every task performed throughout the organization, from a quarterly financial statement to a single outstanding rece ivables report, without deploying error-prone spreadsheets (Shaul and Tauber, 2013). Sales procedures for BHP Billiton BHP Billiton has a number of sales procedures depending on the commodity to be sold. For precious metals, a simple auction process is used where the company assigns its Ekati diamonds to the highest bidders at competitive market prices. A second approach is the normal sales procedure where the company prices the commodity, based on prices on the international market especially iron and customers places orders for the commodities. The third approach applies to crude oil where the pricing is determined by the external entities and not an individual producer. In the competitive auction sales procedure, BHP Billiton floats the precious metals to be sold, particularly rough diamonds. Customers places bids for the commodity on sale, with the sale being issued to the highest bidder. Figure 2.0 Sales Procedure Control problems in the system and possible fraud A number of control problems can be highlighted from the system. Key among them is the lack of guiding principles that stipulate the minimum number of participants in such an auction. Since the company uses a traditional auctioneering method in the sales procedure, the approach is susceptible to fraud. Unlike the common internet auction fraud, which according the Chau and Faloutsos (2005) involves sellers selling non-existent items, the type of fraud likely to affect BHP Billiton is a pricing fraud. This is where if the auction is attended by a small number of customers, the group can easily conspire in bidding allowing one of them to purchase the commodity at a low price due to lack of engagement in the auction. Accounting software is defined as computer software used to record, process and keeping tracks of accounting transactions within specific functional modules accounts receivable, accounts payable, payroll, trial balance, etc. The software may be developed internally by the user organization or may be purchased from third party such as MYOB, Xero, QuickBooks, etc. Some organization combined third party application software with local modification of their needs. The decision to develop an in-house solution or adopt an existing solution is driven by the specific needs of an organization. As such, the first step is to assess the accounting needs of an organization as well as the available budget for such a project. Other factors to be considered includes cost, integration with other system, ease of use, connectivity to banks, security of data and customer support. The current market size for the accounting software packages is huge; driven by the adoption of IT in every facet of business. Technological innovations have also influenced how current accounting systems are developed or adopted. In particular, cloud computing has greatly affected how accounting packages are deployed. Major software providers have adopted the cloud model and are providing accounting software-as-a-service. These cloud-based systems now integrate a variety of the workflows within a business, rather than just the basic accounting function. The top market leaders in accounting software and packages, according to Smithink (2016) include Xero, FreshBooks, Sage, QuickBooks, Intacct and Oracle. A survey by consultancy firm Smithink showed that majority of small and medium businesses preffered Xero and MYOB cloud based accounting solutions. Cloud-based applications charge relatively little to upgrade, compared to in-house hardware, which could cost a fortune to increase infrastructure. For the organization under focus, two accounting software systems would be appropriate for the organization, namely Xero and Oracle NetSuite. Xero Xero is online based accounting software that facilitates automation of various accounting processes while providing a great degree of flexibility. The package has easy-to-use and sleek features, making it possible for non-technical users to easily use the system. Being a web-based system, multi-user logins are possible, enabling teams in different offices to work seamlessly. Besides the basic accounting features, the package also provides advance features that facilitate asset management and monitoring of asset depreciation. The basic features include Automated billing Online payment options Depreciation tracking Invoice creation Multi-currency support Credit card processing Credit card and banks syncing. Oracle NetSuite Oracle NetSuite provides a wide range of business process management including enterprise resource planning (ERP) and customer relationship management (CRM) functions. Being an ERP and CRM this package would the most appropriate for the organization under focus. The NetSuite Financials system can integrate with a companys back-office, sales and service processes. The software suite includes application for inventory management, financial reporting, supply chain management, financial accounting, payment management and business analytics. Like most other modern systems, NetSuite is accessible online by use of a Web browser and mobile devices. Challenges encountered by users of accounting software packages Users of desktop based accounting software have been found to experience five main challenges that include; Data management: one may lose financial data if something goes wrong. For example, if a system fails or is infected by a virus (Romney and Steinbart, 2012). Software updates: For desktop program, users have to make sure that it is up to date. This is done manually, which takes time (Romney and Steinbart, 2012). Data availability: a user can't access data or software anywhere, anytime for example at home or on vacations if using desktop software (Romney and Steinbart, 2012). Device Independence: Desktop accounting software is dependent on the device, operating system and other hardware configuration (Romney and Steinbart, 2012). Multi-user access: With desktop accounting software, an organization gets single-user access. It's somewhat expensive to get multi-user access with the software (Romney and Steinbart, 2012). With regards to cloud based solutions, users experience challenges relates to issues of data security. With the increasing incidences of hacking attacks, data security is paramount to most organization. With cloud based accounting software packages, a great concern in the minds of system users is whether the data would be absolutely secure in the cloud (Khalil, 2014). However, security of data in the cloud may sometimes be even greater than if an organization was hosting the systems locally. This is because cloud service providers are able to invest heavily in securing their infrastructure, more than many organizations could afford at a local level (Khalil, 2014). Considering the nature of operations of the organization, an ERP would be the best solution for the company. In particular, Oracle NetSuite comes out strongly as the most appropriate product to be adopted for this case. Being cloud-based, and having features that would allow it to be operated as both an accounting package and an ERP, this software suit would perfectly serve the organization. References Billiton, B.H.P. (2014). Value through performance: Annual Report 2014. Billiton, B.H.P. ( 2016). BHP Billiton Annual Report 2016.Retrieved on August,22, p.2017. Cramton, P., Dinkin, S. and Wilson, R. (2012). Auctioning rough diamonds: a competitive sales process for BHP Billitons Ekati diamonds.Handbook of Market Design. https://www. cramton. umd. edu/papers2010-2014/cramton-dinkin-wilson-auctioning-rough-diamonds. pdf. Chau, D. and Faloutsos, C. (2005), October. Fraud detection in electronic auction. InEuropean WebMining Forum (EWMF 2005)(p. 87). Khalil, I.M. (2014). Cloud computing security: a survey.Computers,3(1), pp.1-35. Shaul, L. and Tauber, D. (2013). Critical success factors in enterprise resource planning systems: Review of the last decade.ACM Computing Surveys (CSUR),45(4), p.55. Bahssas, D.M., AlBar, A.M. and Hoque, M.R. (2015). Enterprise Resource Planning (ERP)Systems: Design, Trends and Deployment.The International Technology Management Review,5(2), pp.72-81. Hansnata, M. (2016). The impact of digital innovation on the social structure of professional public accounting practice in Australia. Hubbard, T.N., Hubbard, T.N., Moore, M.J. and Moore, M.J. (2017). BHP Billiton: Mining Potash.Kellogg School of Management Cases, pp.1-13. Romney, M.B. and Steinbart, P.J. (2012).Accounting information systems. Boston: Pearson.

The Great Gatsby symbolism. Essay Example For Students

The Great Gatsby symbolism. Essay Color symbolism is really popular in novels written during the 1920s. One such example is Scott Fitzgeralds novel The Great Gatsby. There is much color symbolism in this novel, but there are two main colors that stand out We will write a custom essay on The Great Gatsby symbolism. specifically for you for only $16.38 $13.9/page Order now more than the others. The colors green and white influence the story greatly. Green shows many thoughts, ideas, attitudes, and choices that Gatsby has throughout the story. White represents the stereotypical faade that every character is hiding behind. The color green, as it is used in the novel, symbolizes different choices the character, Gatsby, can make during his life. The green element in this novel is taken from the green light at the end of the dock near Daisys house. The color itself represents serenity, as in everything is perfect. This warns Gatsby that he should not pursue his dream for getting Daisy back, because his chance has passed and everything is as it should be. This is shown with Nicks insight, His dream must have seemed so close that he could hardly fail to grasp it. He did not know that it was already behind him (Pg.189) Another symbolization of the color green, which contradicts the first, is the meaning go. As in a traffic light signal, most people associate green with the word and action go. This can be interpreted as meaning Gatsby should go for his dream without hesitation. It implies that Gatsby and Daisy are meant to be together and nothing should stop Gatsby from his destined happiness and love with Daisy. It inspires hope for Gatsby that he is on the right path, heading towards the best years of his life. He believes that things will soon be as they once were, only better. Im going to fix everything just the way they were before, he said nodding determinedly. Shell see.(Pg. 117.) The last symbolization the color green has in this novel is an urge to strive ahead in life, to do better in life and succeed. Gatsby changes his entire persona for a better, more sociable, image and status. He is constantly striving to be a more successful figure in society. Ever since he was a boy he put himself on a schedule with hopes for becoming a highly respected, well-known person. He knew he had a big future in front of him. (Pg. 181), his dad says about him. Jimmy was bound to get ahead. He always had some resolves like this(Pg. 182). White is the other color symbolism interlaced into this novel. Where green only influenced one character, white has a wider range of influence on the characters. This color symbolizes one thing, a faade, but it appears in every character. For example, Daisy is always seen wearing white, which gives her and innocent naive appearance. It is as though she uses that as an excuse for when she does something ridiculous or childish, making it seem like she does not know any better. In reality, she knows exactly what she does but just doesnt care. She uses this little princess image and her money to hide her biased, snobbish, and conceited view of herself and her lifestyle. They were careless people, Tom and Daisythey smashed up things and creatures and then retreated back into their money or their vast carelessness or whatever it was that kept them together(Pg. 187-188). Another character that hides behind the white symbolic faade is Jordan Baker. She also wears white quite often. She acts as though she is superior to everyone around her. Her posture, her attitude, and even the things she .u350c471edd5a522d15c6684b43c60096 , .u350c471edd5a522d15c6684b43c60096 .postImageUrl , .u350c471edd5a522d15c6684b43c60096 .centered-text-area { min-height: 80px; position: relative; } .u350c471edd5a522d15c6684b43c60096 , .u350c471edd5a522d15c6684b43c60096:hover , .u350c471edd5a522d15c6684b43c60096:visited , .u350c471edd5a522d15c6684b43c60096:active { border:0!important; } .u350c471edd5a522d15c6684b43c60096 .clearfix:after { content: ""; display: table; clear: both; } .u350c471edd5a522d15c6684b43c60096 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u350c471edd5a522d15c6684b43c60096:active , .u350c471edd5a522d15c6684b43c60096:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u350c471edd5a522d15c6684b43c60096 .centered-text-area { width: 100%; position: relative ; } .u350c471edd5a522d15c6684b43c60096 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u350c471edd5a522d15c6684b43c60096 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u350c471edd5a522d15c6684b43c60096 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u350c471edd5a522d15c6684b43c60096:hover .ctaButton { background-color: #34495E!important; } .u350c471edd5a522d15c6684b43c60096 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u350c471edd5a522d15c6684b43c60096 .u350c471edd5a522d15c6684b43c60096-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u350c471edd5a522d15c6684b43c60096:after { content: ""; display: block; clear: both; } READ: Othello: Shakespeares Most Tragic Play Essaysays imply this arrogance. She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall. If she saw me she me out of the corner of her eyes she gave no hint of it-indeed I was almost surprised into murmuring an apology for having disturbed her by coming in. (Pg.13). She portrays a bored and apathetic attitude about everything, which is part of her I am too good for you appearance. In reality, she just wants to be as respected and socially . The Great Gatsby symbolism. Essay Example For Students The Great Gatsby symbolism. Essay By: Kristin The Hidden Story in Green and White Color symbolism is really popular in novels written during the 1920s. We will write a custom essay on The Great Gatsby symbolism. specifically for you for only $16.38 $13.9/page Order now One such example is Scott Fitzgeralds novel The Great Gatsby. There is much color symbolism in this novel, but there are two main colors that stand out more than the others. The colors green and white influence the story greatly. Green shows many thoughts, ideas, attitudes, and choices that Gatsby has throughout the story. White represents the stereotypical faade that every character is hiding behind. The color green, as it is used in the novel, symbolizes different choices the character, Gatsby, can make during his life. The green element in this novel is taken from the green light at the end of the dock near Daisys house. The color itself represents serenity, as in everything is perfect. This warns Gatsby that he should not pursue his dream for getting Daisy back, because his chance has passed and everything is as it should be. This is shown with Nicks insight, His dream must have seemed so close that he could hardly fail to grasp it. He did not know that it was already behind him (Pg.189) Another symbolization of the color green, which contradicts the first, is the meaning go. As in a traffic light signal, most people associate green with the word and action go. This can be interpreted as meaning Gatsby should go for his dream without hesitation. It implies that Gatsby and Daisy are meant to be together and nothing should stop Gatsby from his destined happiness and love with Daisy. It inspires hope for Gatsby that he is on the right path, heading towards the best years of his life. He believes that things will soon be as they once were, only better. Im going to fix everything just the way they were before, he said nodding determinedly. Shell see.(Pg. 117.) The last symbolization the color green has in this novel is an urge to strive ahead in life, to do better in life and succeed. Gatsby changes his entire persona for a better, more sociable, image and status. He is constantly striving to be a more successful figure in society. Ever since he was a boy he put himself on a schedule with hopes for becoming a highly respected, well-known person. He knew he had a big future in front of him. (Pg. 181), his dad says about him. Jimmy was bound to get ahead. He always had some resolves like this(Pg. 182). White is the other color symbolism interlaced into this novel. Where green only influenced one character, white has a wider range of influence on the characters. This color symbolizes one thing, a faade, but it appears in every character. For example, Daisy is always seen wearing white, which gives her and innocent naive appearance. It is as though she uses that as an excuse for when she does something ridiculous or childish, making it seem like she does not know any better. In reality, she knows exactly what she does but just doesnt care. She uses this little princess image and her money to hide her biased, snobbish, and conceited view of herself and her lifestyle. They were careless people, Tom and Daisythey smashed up things and creatures and then retreated back into their money or their vast carelessness or whatever it was that kept them together(Pg. 187-188). Another character that hides behind the white symbolic faade is Jordan Baker. She also wears white quite often. She acts as though she is superior .u8f6788460654657c3b966371418cc948 , .u8f6788460654657c3b966371418cc948 .postImageUrl , .u8f6788460654657c3b966371418cc948 .centered-text-area { min-height: 80px; position: relative; } .u8f6788460654657c3b966371418cc948 , .u8f6788460654657c3b966371418cc948:hover , .u8f6788460654657c3b966371418cc948:visited , .u8f6788460654657c3b966371418cc948:active { border:0!important; } .u8f6788460654657c3b966371418cc948 .clearfix:after { content: ""; display: table; clear: both; } .u8f6788460654657c3b966371418cc948 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u8f6788460654657c3b966371418cc948:active , .u8f6788460654657c3b966371418cc948:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u8f6788460654657c3b966371418cc948 .centered-text-area { width: 100%; position: relative ; } .u8f6788460654657c3b966371418cc948 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u8f6788460654657c3b966371418cc948 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u8f6788460654657c3b966371418cc948 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u8f6788460654657c3b966371418cc948:hover .ctaButton { background-color: #34495E!important; } .u8f6788460654657c3b966371418cc948 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u8f6788460654657c3b966371418cc948 .u8f6788460654657c3b966371418cc948-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u8f6788460654657c3b966371418cc948:after { content: ""; display: block; clear: both; } READ: Aids Essayto everyone around her. Her posture, her attitude, and even the things she says imply this arrogance. She was extended full length at her end of the divan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall. If she saw me she me out of the corner of her eyes she gave no hint of it-indeed I was almost surprised into murmuring an apology for having disturbed her by coming in. (Pg.13). She portrays a bored and apathetic attitude about everything, which is part of her I am too good for you appearance. In reality, she . The Great Gatsby Symbolism. Essay Example For Students The Great Gatsby Symbolism. Essay The Great Gatsby Symbolism Essay. Essay By:Kristin The Hidden Story in Green and White We will write a custom essay on The Great Gatsby Symbolism. specifically for you for only $16.38 $13.9/page Order now Color symbolism is really popular in novels written during the 1920s. One such example is Scott Fitzgeralds novel The Great Gatsby.There is much color symbolism in this novel, but there are two main colors that stand out more than the others.The colors green and white influence the story greatly. Green shows many thoughts, ideas, attitudes, and choices that Gatsby has throughout the story.White represents the stereotypical faade that every character is hiding behind. The color green, as it is used in the novel, symbolizes different choices the character, Gatsby, can make during his life.The green element in this novel is taken from the green light at the end of the dock near Daisys house.The color itself represents serenity, as in everything is perfect. This warns Gatsby that he should not pursue his dream for getting Daisy back, because his chance has passed and everything is as it should be. This is shown with Nicks insight, His dream must have seemed so close that he could hardly fail to grasp it.He did not know that it was already behind him (Pg.189) Another symbolization of the color green, which contradicts the first, is the meaning go.As in a traffic light signal, most people associate green with the word and action go.This can be interpreted as meaning Gatsby should go for his dream without hesitation.It implies that Gatsby and Daisy are meant to be together and nothing should stop Gatsby from his destined happiness and love with Daisy. It inspires hope for Gatsby that he is on the right path, heading towards the best years of his life.He believes that things will soon be as they once were, only better.Im going to fix everything just the way they were before, he said nodding determinedly. Shell see.(Pg. 117. ) The last symbolization the color green has in this novel is an urge to strive ahead in life, to do better in life and succeed.Gatsby changes his entire persona for a better, more sociable, image and status.He is constantly striving to be a more successful figure in society.Ever since he was a boy he put himself on a schedule with hopes for becoming a highly respected, well-known person.He knew he had a big future in front of him. (Pg. 181), his dad says about him.Jimmy was bound to get ahead.He always had some resolves like this(Pg. 182). White is the other color symbolism interlaced into this novel.Where green only influenced one character, white has a wider range of influence on the characters. This color symbolizes one thing, a faade, but it appears in every character.For example, Daisy is alway.. s seen wearing white, which gives her and innocent naive appearance.It is as though she uses that as an excuse for when she does something ridiculous or childish, making it seem like she does not know any better.In reality, she knows exactly what she does but just doesnt care.She uses this little princess image and her money to hide her biased, snobbish, and conceited view of herself and her lifestyle.They were careless people, Tom and Daisythey smashed up things and creatures and then retreated back into their money or their vast carelessness or whatever it was that kept them together(Pg. 187-188). Another character that hides behind the white symbolic faade is Jordan Baker.She also wears white quite often.She acts as though she is superior to everyone around her.Her posture, her attitude, and even the things she says imply this arrogance. She was extended full length at her end of the .u43662cbf3cc23deed0ce1ab63ac92ab6 , .u43662cbf3cc23deed0ce1ab63ac92ab6 .postImageUrl , .u43662cbf3cc23deed0ce1ab63ac92ab6 .centered-text-area { min-height: 80px; position: relative; } .u43662cbf3cc23deed0ce1ab63ac92ab6 , .u43662cbf3cc23deed0ce1ab63ac92ab6:hover , .u43662cbf3cc23deed0ce1ab63ac92ab6:visited , .u43662cbf3cc23deed0ce1ab63ac92ab6:active { border:0!important; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .clearfix:after { content: ""; display: table; clear: both; } .u43662cbf3cc23deed0ce1ab63ac92ab6 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u43662cbf3cc23deed0ce1ab63ac92ab6:active , .u43662cbf3cc23deed0ce1ab63ac92ab6:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .centered-text-area { width: 100%; position: relative ; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u43662cbf3cc23deed0ce1ab63ac92ab6:hover .ctaButton { background-color: #34495E!important; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u43662cbf3cc23deed0ce1ab63ac92ab6 .u43662cbf3cc23deed0ce1ab63ac92ab6-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u43662cbf3cc23deed0ce1ab63ac92ab6:after { content: ""; display: block; clear: both; } READ: Quotes Describing The Victorian Era In Great Expectation Essaydivan, completely motionless and with her chin raised a little as if she were balancing something on it which was quite likely to fall.If she saw me she me out of the corner of her eyes she gave no hint of it-indeed I was almost surprised into murmuring an apology for having disturbed her by coming in. (Pg.13).She portrays a bored and apathetic attitude about everything, which is part of her I am too good for you appearance.In reality, she just wants to be as respected and socially accepted as Gatsby.She is not willing to take responsibility for her actions and uses her image as a guard implying that she could not have possibly done anything .

What to Pack for College

What to Pack for College Deciding what to pack when you head to school may seem more overwhelming than trying to get your entire high school career on one tiny admissions application. With a little planning and foresight, however, it doesnt have to be as complicated as it might seem at first. You'll Buy Stuff When You Get There You dont have to plan for your entire academic year when packing, especially if youre on a really tight budget. You can buy pens, extra binders, and lots of other things as the year goes on. Additionally, if you arent sure if you need to bring a small desk lamp or if the school will already provide one for you, for example, just research it in advance. See if the schools website says anything.Check out social media and ask other students.Call the residence life office and ask whats already in the room. Keep in mind, too, that you are building a new life of sorts for yourself. Dont try to duplicate your room at home so much as find things that will represent your time at school. Lastly, this list doesnt include all of the things that should go without explaining, like clothes and a backpack. This is meant to remind you of a few items that you might forget to pack and that just might make your college life a little easier. The Essentials Quarters - Possibly one of the highest-demand items on a college campus. Grab a roll or two before you go.Tip: If you run out, ask a fellow student who works as a waiter/waitress.Detergent and fabric softener - If you buy a big box because its cheaper in bulk, make sure you have a way to carry a little bit at a time. Theres no need to carry 25 pounds of detergent down three flights of stairs every time you need to wash your clothes.Laundry basket, hamper, or bag - Space is usually at a premium for college students, so this should double as a way to carry your clothes from your room to the washing machines.Fabric freshener  - Speaking of that dirty laundry... a bottle of spray fabric freshener like Febreze will keep your dorm room smelling fresh and your roommate happy.Shower caddy - Youll most likely need to carry your shower items (soap, shampoo, conditioner, razor, etc.) from your room and back. A good shower caddy should fit all your essentials.  Shower shoes - The showers at school may not be as clean as the one youre used to at home. Make sure you have something to prevent catching (or stepping in) anything nasty. Robe - Not everyone wants to walk from the shower to their room in only a towel.First aid kit - Something simple will do to help cover up and heal small injuries here and there.Sewing kit - This may seem like a lifesaver when youre on your last pair of clean socks . . . and your toe pokes through them.Small toolkit - These can be a little hard to find, but are worth the effort. A basic toolkit with a small hammer, screwdriver (with different kinds of tips), wrench, tape measure, and a few other essentials will come in handy during your time at school.Hangers - Its no fun to arrive at school with tons of clothes that have to live on your bed or closet floor for the first few days.  Cup, bowl, plate, fork, knife, and spoon - One set should work for grabbing pizza late at night, sharing the 2-liter soda your RA bought during midterms week and eating healthy snacks while studying between meals.Can opener - Theres just no way to get that can of soup open without one, especially when its really late and youre really hungry. Small items for clean-up - Depending on what you prefer, this could be Clorox wipes, paper towels, a rag or two, or a few sponges. No matter what it is, that cup of soda is inevitably going to spill and youll be prepared.Keychain - While you can wait to get this until you arrive, make sure its on your list. Most students have a keychain that holds their keys and student ID; get a sturdy one that will be hard to lose.Extra-long sheets - Check with your school before buying sheets. Most college residence halls have extra-long twin beds, which are a different size than standard twin beds. Youll need a specific size of sheets to fit them.Flash/jump/thumb drive - Perfect for printing at the library, saving your work when working with a group on someone elses computer, and bringing to class for presentations. Have two or three of these on hand in case one gets misplaced.Laptop lock - Make sure your laptop is as protected as possible, no matter how safe you feel.Power strip with surge prote ction - Residence hall rooms are notorious for not having enough plugs. Make sure you can safely plug in all the devices you bring. Extension cords - With rooms being small enough already, the last thing you need is to have to move things around just to reach an outlet.Printer paper - You just finished writing your essay, youre tired, and you want to go to bed. Who wants to spend twenty minutes searching for printer paper?Small fan - Many residence halls dont have air conditioning and can get pretty hot during the summer. A tiny fan will do wonders for circulating the air in your room, even in winter.Umbrella - If youre packing during a sunny day, this may totally slip your mind. But youll be grateful for it the first time it rains on campus.Fridge and microwave - Essentials for most college students. Make sure, though, that you coordinate with your roommate before bringing either of these.Additionally, make sure that whatever you bring doesnt exceed the limitations allowed in your hall. You can find out more about size and electricity limits by contacting your campus residence life office.Cell-phone charger - Oh , the horrors of forgetting this. If possible, get one with an extra long cord; outlets are usually in short supply. If you like to sleep with your phone by your bed (or use it as an alarm), you might not be able to do so if the cords too short. Things Not to Bring There are things that you do want to bring to campus and those that should definitely be avoided. Candles - These are rarely allowed in residence halls, and even on-campus apartments, because of the fire hazard. Even if you arent going to light them, they still may not be allowed.A fridge or microwave that exceeds the size and electricity limits for your room or apartment Hotplate - These are also usually not permitted in on-campus housing.Expensive equipment - You may think that bringing very high-quality stereo equipment will make you a popular student on your floor. That may be true, but doing so may also make you a target for theft. If there are other things youre thinking of bringing, its more important to have a rule for how to decide what to bring with you than it is to worry about whats right vs. whats wrong. Just use that smart brain of yours to make wise choices. Lastly, make sure you know how to keep your belongings safe once you arrive. Who wants to spend all that time packing just to have your things disappear?!

The 1780s Crisis and the Causes of the French Revolution

The 1780s Crisis and the Causes of the French Revolution The French Revolution resulted from two state crises which emerged during the 1750s–80s, one constitutional and one financial, with the latter providing a tipping point in 1788/89 when desperate action by government ministers backfired and unleashed a revolution against the Ancien Regime. In addition to these, there was the growth of the bourgeoisie, a social order whose new wealth, power, and opinions undermined the older feudal social system of France. The bourgeoisie were, in general, highly critical of the pre-revolutionary regime and acted to change it, although the exact role they played is still hotly debated among historians. Maupeou, the Parlements, and Constitutional Doubts From the 1750s, it became increasingly clear to many Frenchmen that the constitution of France, based on an absolutist style of monarchy, was no longer working. This was partly due to failures in government, be they the squabbling instability of the kings ministers or embarrassing defeats in wars, somewhat a result of new enlightenment thinking, which increasingly undermined despotic monarchs, and partly due to the bourgeoisie seeking a voice in the administration. The ideas of public opinion, nation, and citizen emerged and grew, along with a sense that the states authority had to be defined and legitimized in a new, broader framework which took more notice of the people instead of simply reflecting the monarchs whims. People increasingly mentioned the Estates General, a three-chambered assembly which hadnt met since the seventeenth century, as a possible solution that would allow the people- or more of them, at least- to work with the monarch. There wasnt much demand to replace the monarch, as would happen in the revolution, but a desire to bring monarch and people into a closer orbit which gave the latter more say. The idea of a government- and king- operating with a series of constitutional checks and balances had grown to be vitally important in France, and it was the existing 13 parlements which were considered- or at least considered themselves- the vital check on the king. However, in 1771, the parlement of Paris refused to cooperate with the nations Chancellor Maupeou, and he responded by exiling the parlement, remodeling the system, abolishing the connected venal offices and creating a replacement disposed towards his wishes. The provincial parlements responded angrily and met with the same fate. A country which had wanted more checks on the king suddenly found that those they had were disappearing. The political situation seemed to be going backwards. Despite a campaign designed to win over the public, Maupeou never gained national support for his changes and they were canceled three years later when the new king, Louis XVI, responded to angry complaints by reversing all the changes. Unfortunately, the damage had been done: the parlements had been clearly shown as weak and subject to the kings wishes, not the invulnerable moderating element they wished to be. But what, thinkers in France asked, would act as a check on the king? The Estates General was a favorite answer. But the Estates General hadnt met for a long time, and the details were only sketchily remembered. The Financial Crisis and the Assembly of Notables The financial crisis which left the door open for revolution began during the American War of Independence, when France spent over a billion livres, the equivalent of the states entire income for a year. Almost all the money had been obtained from loans, and the modern world has seen what overstretched loans can do to an economy. The problems were initially managed by Jacques Necker, a French Protestant banker and the only non-noble in the government. His cunning publicity and accounting- his public balance sheet, the Compte rendu au roi, made the accounts look healthy- masked the scale of the problem from the French public, but by the chancellorship of Calonne, the state was looking for new ways to tax and meet their loan payments. Calonne came up with a package of changes which, had they been accepted, would have been the most sweeping reforms in the French crowns history. They included abolishing lots of taxes and replacing them with a land tax to be paid by everyone, including th e previously exempt nobles. He wanted a show of national consensus for his reforms and, rejecting the Estates General as too unpredictable, called a hand-picked Assembly of Notables which first met at Versailles on February 22nd, 1787. Less than ten were not noble and no similar assembly had been called since 1626. It was not a legitimate check on the king but meant to be a rubber stamp. Calonne had seriously miscalculated and, far from weakly accepting the proposed changes, the 144 members of the Assembly refused to sanction them. Many were against paying new tax, many had reasons to dislike Calonne, and many genuinely believed the reason they gave for refusing: no new tax should be imposed without the king first consulting the nation and, as they were unelected, they couldnt speak for the nation. Discussions proved fruitless and, eventually, Calonne was replaced with Brienne, who tried again before dismissing the Assembly in May. Brienne then tried to pass his own version of Calonnes changes through the parlement of Paris, but they refused, again citing the Estates General as the only body which could accept new taxes. Brienne exiled them to Troyes before working on a compromise, proposing that the Estates General would meet in 1797; he even began a consultation to work out how it should be formed and run. But for all the goodwill earned, more was lost as the king and his government began forcing laws through using the arbitrary practice of lit de justice. The king is even recorded as responding to complaints by saying its legal because I wish it (Doyle, The Oxford History of the French Revolution, 2002, p. 80), further fueling worries over the constitution. The growing financial crises reached its climax in 1788 as the disrupted state machinery, caught between changes of the system, couldnt bring in the required sums, a situation exacerbated as bad weather ruined the harvest. The treasury was empty and no-one was willing to accept more loans or changes. Brienne tried to create support by bringing the date of the Estates General forward to 1789, but it didnt work and the treasury had to suspend all payments. France was bankrupt. One of Briennes last actions before resigning was persuading King Louis XVI to recall Necker, whose return was greeted with jubilation by the general public. He recalled the Paris parlement and made it clear he was just tiding the nation over until the Estates General meet. Bottom Line The short version of this story is that financial troubles caused a populace who, awakened by the Enlightenment to demand more say in government, refused to solve those financial issues until they had a say. No one realized the extent of what would happen next.

The War on Terror Essay Example | Topics and Well Written Essays - 500 words

The War on Terror - Essay Example It has been argued that 9/11 terrorist attacks gave impetus to what we call the "War on Terror." To what extent this US-led campaign against global terrorism would reflect the "opportunity and willingness" of president Obama to invest more resources from his "menu" of choices available? The â€Å"War on Terror† is a blanket cause that allows the United States to intervene on any activities it considers to be terrorism. The war is fighting a faceless enemy, therefore it could be anyone. President Obama has chosen to withdrawal troops as well as focus on humanitarian aid. What started out as the liberation of Iraq from Sadaam Hussein has developed into the United States being a peace keeping force in the Middle East. This includes both military and humanitarian efforts. The United States has been increasing the amount of troops being sent to Afghanistan in order to drive the enemy out of populated sectors. The United States increased the troop count by 30,000 in 2010 alone (Keye s, 2011). This increased military presence costs a lot of money as well as American lives in order to fight this invisible enemy. Obama has also been trying to recreate democracy in Iraq. The goal of President Obama was to bring peace and end conflict in the Middle East between the factions of Islam as well as eliminate the terrorist threat. As a result this would create a foothold for economic and stability to the region even though fighting has persisted in that region for thousands of years

Nursing and decision making in mental health nursing Essay

Nursing and decision making in mental health nursing - Essay Example While admitted as a patient in the mental health facility, Jo actually showed signs of improvement in that his emotional state grew more balanced and he showed signs of functioning as an ordinary person even though he was not given any medicine. He also regularly participated in discussions with the professionals and seemed to understand the methods to use so as to restrain his emotions when he experienced stressful occurrences in the outside world. Jo appeared to be on his way to full recovery when he was suddenly visited by two friends the evening after he had returned from his leave. The friends appeared to be in possession of cannabis as well as knives. When some of Jo’s fellow patients, who were in the same room in which Jo sat with his visiting friends, reported this to the nurses that they had heard about a prospective fight, they were removed from the room and Jo’s friends left even without being asked to. Soon after, Jo demanded to be allowed to leave the ward. Against the advice and suggestions of the nurses that he remain, he insisted and was then allowed to leave. Owing to the fact that the member of staff was anxious that Jo would return with weapons to the ward, they asked him to discharge himself before leaving. The authorities also informed the police of the presence of Jo’s friends and the fact that they were in possession of cannabis and knives before they left the ward. A Key Decision within the Case When a nurse is faced with a decision to make between harbouring a potentially destructive client or revealing his or her intentions to law enforcement authorities, the nurse is usually faced with the problem of having to decide whether to protect the other patients and respecting the rights of the patient who is showing the potential for causing harm to himself or others (Antonius, Fuchs, Herbert, Kwon, Fried, Burton, Straka, Levin, Caligor, and Malaspina 2010). In normal circumstances, the nurse would merely discuss the pat ient’s concerns with him or her and then offer advice on how best to tackle feelings of hopelessness and destruction before they could become unmanageable. The nurse will only consider the possibility of letting other people know about the problems of her patient if he or she refuses to take the advice that is being offered (Fiscella 2004). By letting her supervisors or even law enforcement authorities know about a client’s threats to cause harm to others, the nurse is actually violating the patient’s confidentiality (Wolf, Lehman, Quinlin, Rosenszweig, Friede, Zullo and Hoffman 2008). In this case, it can be said that the decision to inform the police of the presence of Jo’s friends and subsequent request to Jo to discharge himself from the ward when he insisted on accompanying his knife and cannabis carrying friends, is the key decision. Even though the Jo was begged to stay in the ward by the nurses, he insisted on going after his friends who had openl y spoken about a fight that was going to happen. The Ethical, Legal, Political and Professional Issues that are Related to this Key Decision Professional: In psychiatric practice, patients can make the choice to refuse treatment even if it may actually improve their lives. This means that Jo was merely exercising his rights by refusing to remain at the ward even when he was asked to remain by nurses who were worried that exposure to reckless characters would merely

Bridge to Terabithia by Katherine Paterson Essay Example for Free

Bridge to Terabithia by Katherine Paterson Essay Bridge to Terabithia is an ambitious, thrilling, and at times heartbreaking story about childhood, friendship, and individuality. Paterson begins the story by introducing Jess Aarons, an eleven ­year ­old boy living in a rural area of the South who loves to run. He dreams of being the fastest boy in the fifth grade when school starts up in the fall, feeling that this will for once give him a chance to stand in the spotlight among his five sisters, and win him the attention of his constantly preoccupied father. Jess is very insecure in his identity. He loves to paint and draw, but he knows that this labels him a sissy in most eyes, particularly his father. As Katherine Paterson said â€Å"Jess drew the way some people drink whiskey.† I enjoyed reading about Jess’s confliction between his masculinity and effeminacy. With his family stretched so tight by poverty he has little chance to really explore his own identity during this crucial period of adolescence. He is determined to win in doing something masculine that will rid the undesired label of â€Å"sissy† or â€Å"Girl† in the eyes of his father and schoolmates which will allow him to shine in his own right. He practices each morning, always dreaming of his upcoming victory. However, when the races come around at recess, a new girl, Leslie Burke, who just moved next door to Jess, boldly crosses to the boys’ side of the playground and beats everyone.

Argentina Essay -- essays research papers

I. INTRODUCTION Argentina lives in a democracy since 1986. Before this year lived it under a military regime. In the nineties under the presidency of Menem the country experienced a great increase in the liberalization of trade. Argentina has a free market economic system. Due to the recent privatization program, the State now has a very limited role in the economy. According to the Competitiveness Report of the World Economic Forum Argentina is classified as one of the most open, least protectionist countries in the world. Its currency is convertible to the US dollars and there is total freedom for moving capital internationally. Argentina has conducted one of the most intensive privatization programs in the world. The telephone company, airlines, most railroads, electric power production companies (including hydroelectric power plants), the Argentine oil company YPF (bought by the Spanish company Repsol) steel mills, ports, TV stations and most public services were transferred recently to the private sector. Consistent with Fundacion Invertir the combined value of privatized firms amounts more to more than US$ 30 billions. Many foreign firms have participated in this large-scale privatization program. Foreign investors do not need to seek any kind of prior approval and are free to repatriate full amount of their capital and earnings any time. Foreign and domestic companies are treated equally. Under the law, they have access to all economic sectors and are eligible for incentive program and state procurement. II. TRADE PATTERN It is hard to state the type of trade that exists between Argentina and Brazil in the automobile industry because both countries import and export cars of the same brand and very similar models. Volkswagen produces some of its model of cars in Argentina and some others model in Brazil. The reason for this is to achieve economies of scale; each country specializes in a certain model of car, by doing so they reduce the cost of each additional unit. Another reason for specialization of production in each country is that it might be cheaper to produce a certain model in either Argentina or Brazil. Several companies as Volkswagen have invested in production facilities in Mercosur. Additionally, joint ventures between local and foreign parts manufacturers have improved quality. A report on Argentina auto parts/services announced that loca... ...stment payments, and transfers. Argentina has generally maintained a deficit position in trade in services, and has historically paid out more investment income than it has received, keeping its finances on edge. Countries whose foreign direct investments keeps up with its domestic growth can afford such disparities. Nevertheless Argentina's deficit current account shows that the economy might be hurt even more by capital flight. Thus the development of exports, especially nontraditional ones, is taking on greater urgency. In recent years exports of manufactured products increased at respectable rates. "In 1995 industrial products grew 40 percent while primary products and manufactured agricultural products each grew 29 percent. In 1996, exports of industrial products decreased 0.6 percent, primary products grew 21 percent, and manufactured agricultural products 13 percent. In 1997, exports of industrial products grew 27 percent, and manufactured agricultural products 7 percent, however the primary products decreased 2.4 percent. Imports of capital goods and parts are a major component of total imports, which are being used to increase productivity." (Fundacion Invertir)

Explain each Stakeholder Essay

What are the stakeholders points of view on the strategic aim / how does it affect them? Trustees, Directors and Managers: Research to understand causes / risks, design & test interventions, Information for public and patients on prevention, screening/diagnosis, treatment Influencing Government Policy on prevention, screening/diagnosis, treatment The trustees, directors and managers will be interested in research to understand causes / risks, design & test interventions, information for public and patients on prevention, screening/diagnosis, treatment, influencing Government Policy on prevention, screening/diagnosis, and treatment. The trustees, directors and managers are interested in these strategies as they set them in the first place and as the company has improved over time with these strategies they will want to keep them. Volunteers: Research to understand causes / risks, design & test interventions, Information for public The volunteers will be interested in research to understand causes / risks, design & test interventions, Information for public. The volunteers are interested in these strategies as it parts of their work and they have to go by those strategies to do the job properly, they will want to do the job properly as it can be a very good experience and can be seen as an achievement working for a charity. Customers in shops: Research to understand causes / risks, design & test interventions, Information for public The customers in shops will be interested in research to understand causes / risks, design & test interventions, information for public. The customers in shops are interested in these strategies as they are buying their product and the customers will want to know where their money goes to and how it affects people with cancer. Suppliers of clothing: Research to understand causes / risks, design & test interventions, Suppliers of clothing will be interested in research to understand causes / risks, design & test interventions. The suppliers of clothing are interested in this strategy as they are the one who provide the company with clothing and they have to know what designs to put on the clothing and how this will help CRUK getting more donations. Donators: Research to understand causes / risks, design & test interventions, Donators will be interested in research to understand causes / risks, design & test interventions. Donators are interested in this strategy as some people may have lost love ones because of cancer so will might give a lot of money for donation, they will want to know where their money goes and how does it help other to get rid of cancer. Community: Research to understand causes / risks, design & test interventions, Information for public and patients on prevention, screening/diagnosis, treatment Communities will be interested in research to understand causes / risks, design & test interventions, information for public and patients on prevention, screening/diagnosis, and treatment. Community is interested in these strategies as there might be someone who can get cancer therefore the community would want to know what their options are and what can be done, also CRUK can give the community messages what to do to stay away from cancer. Government Research to understand causes / risks, design & test interventions, Information for public and patients on prevention, screening/diagnosis, treatment Influencing Government Policy on prevention, screening/diagnosis, treatment Government will be interested in research to understand causes / risks, design & test interventions, information for public and patients on prevention, screening/diagnosis, treatment, influencing Government Policy on prevention, screening/diagnosis, and treatment. The government are interested in these strategies as CRUK is asking to use certain facilities such universities, labs and hospitals they also want the government to set new rules such as smoking should not b in the eyesight and pictures of what it can do to you on the packets. NHS / Private Health Care Research to understand causes / risks, design & test interventions, Information for public and patients on prevention, screening/diagnosis, treatment Influencing Government Policy on prevention, screening/diagnosis, treatment NHS/Private Health Care will be interested in research to understand causes / risks, design & test interventions, information for public and patients on prevention, screening/diagnosis, treatment, influencing Government Policy on prevention, screening/diagnosis, treatment. The NHS/Private Health Care will be interested in these strategies because CRUK I a big company and there are a lot of people researching what can be done stop cancer, so if they find something the NHS and Private health care would want to know, for their treatment and also in can cut the costs of NHS if something important is reviled. Service Users/ Customers Research to understand causes / risks, design & test interventions, Information for public and patients on prevention, screening/diagnosis, treatment Service users/customers Will be interested in research to understand causes / risks, design & test interventions, information for public and patients on prevention, screening/diagnosis, treatment. The service users/customers are interested in these strategies as one of their loved one might be affected by a specific cancer type so they will want to know what research is being done on that specific cancer and if it’s curable.

Alcohol Promotion and the Marketing Industry

Julie A. Novak International MBA Student York University Prepared for The Association to Reduce Alcohol Promotion in Ontario September 2004 Working to Reduce the Impact of Alcohol Advertising Acknowledgements ARAPO wishes to acknowledge the effort and contributions of the following individuals to this paper: Tom Appleyard, Alcohol Projects Manager, Ontario Public Health Association Ben Rempel, Alcohol Projects Consultant, Ontario Public Health Association Pat Sanagan, Co-Chair, Association to Reduce Alcohol Promotion in OntarioJulie A. Novak is an International MBA student, studying through the Schulich School of Business at York University in Ontario. Julie has also completed her Master’s Degree in Political Science at the University of Toronto, and a Bachelor of Science Degree from the University of Victoria. She has held positions in Public Policy in such places as Moldova and Geneva.This paper examines current marketing trends in the alcoholic beverages industry that can i mpact the public’s health and safety. It is important for public health organizations to be aware of trends common to the industry; this will inform and bolster their efforts as watchdogs to manufacturers and retailers of alcohol.The analysis describes the critical elements of the marketing mix, and makes a clear distinction between advertising and marketing. Advertising is an important part of the marketing mix; however, there are several other tactics and tools employed by marketers in the industry to influence consumer behaviour and to build strong brands. The paper reviews current trends in the alcoholic beverages industry generally, drawing specifically on some examples from the global beer industry.In the fight to increase market share, marketers will alter their marketing strategies in response to industry trends, seeking synergies that may exist between sponsorship and promotion. The paper also discusses the use of bottle labels for marketing alcohol products as an ex ample of the overlap of product and promotion. This leads into a discussion of the relationship between advertising and packaging and how they are used to encourage selection of certain brands over others. Advertising trends, such as sexually explicit content and low-carb and health conscious media messages are also addressed.These are variables in the marketing mix. The last section discusses the current guidelines concerning marketing and promotions and the position taken by various public health groups such as ARAPO (Association to Reduce Alcohol Promotion in Ontario) in response to the current trends and tactics used in alcohol marketing and promotion with specific attention to recommendations to regulators. 1 1. 0 INTRODUCTION The Canadian alcoholic beverages industry includes brewers, wine producers and distilled spirits manufacturers. Molson Inc. s the oldest beer brand in the Canadian brewing industry and a global brand name with products that include Molson Canadian, Molson Export, Molson DRY, Rickard's, and Brazilian beer brands Kaiser and Bavaria. Total net sales for Molson in 2004 – year ending March 31 – were $2. 5 billion. This amounted to annual profits of $2. 37 million1. Another Canadian favourite is John Labatt Ltd. , which is owned by the Belgium-based company Interbrew. The second largest brewer by volume worldwide, Interbrew owns a portfolio consisting of, among others, Stella Artois, Carling, and the popular Labatt line of beers.In 2003, Interbrew recorded a gross profit of â‚ ¬3. 6 billion, which resulted in a net profit of â‚ ¬505 million, after spending an incredible â‚ ¬1. 3 billion on sales and marketing2. The other three major players are Sleeman Breweries, Big Rock Brewing Income Trust, and the Brick Brewing Co. Sleeman, a specialty brewed premium craft beer, recorded annual sales of $1. 85 million in 20033. Big Rock Brewing Income Trust recorded net sales of $28 million in 20034. The Brick Brewing Co. , resp onsible for Formosa and Red Cap brands among others, recorded gross sales of $11. million for the second quarter of 2004. This resulted in a record net income of $832,000 over a three-month period5. The Association of Canadian Distillers is the national trade association representing Canada's major distillers. The distilling industry has been estimated to generate $2. 6 billion worth of economic activity. Distillers include, among others: Bacardi Canada Inc. ; Canadian Mist Distillers, Ltd. ; Hiram Walker & Sons, Ltd. ; Corby Distilleries, Ltd. ; Diageo Canada, Inc. ; and Schenley Distilleries Inc.These distillers produce popular spirits including Brandy, Gin, Cognac, Vodka, Rum, and the ever-popular Canadian Whiskey, Canada’s most established domestic and exported distilled spirit. Since 1840, there have been over 200 whiskey distilleries operating throughout the country, as Canada has gained recognition as a producer of high quality whiskey. This reputation has resulted in billions of recorded sales for the Spirits industry. For example, Diageo recorded sales of US$ 15. 6 billion in 2003. Domestic and imported spirits sales for 2003 were recorded at nearly 15 million cases (12 – 750 ml. ottles)6. The Canadian Vintners Association is Canada’s national association of vintners, representing 34 wineries and producing about 90% of Canada’s total wine production and export. Winery members include, among others, Jackson-Triggs, Peller Estate, and Hillebrand Estates. Total Canadian wine sales for 2002, was 267 million litres7. Molson Annual Report (2004). Interbrew Annual Report (2003). 3 Globe Investor (2004). 4 Big Rock Brewing Annual Report (2003). 5 Just-drinks. com (2004). 6 Association of Canadian Distillers (2004). 7 Canadian Vintners Association (2004). 1 2 1. 1 Marketing – A Definition The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of t he buyer8. According to the Business Knowledge Center, â€Å"the Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs better than the competition. †9 Additionally, despite misconceptions, marketing is not always advertising. In fact, advertising comprises only a small part of the overall marketing mix.The variables of the marketing mix will manifest in unique ways depending on industry characteristics as they are heavily influenced by local and global industry trends. 1. 2 Building Brand Community Building brand loyalty is key to the success of the marketing concept. Developing and exploiting crucial relationships among the customer and the brand, the customer and the firm, the customer and the product in use, and among fellow customers10 is a strategy that leads to a belief that the buyer is part of a specific brand’s â€Å"community†.These relationships are important because t hey enable marketers to create brand loyalty and customer retention, which yield the promise of long-term profitability and market share11. Like a social community, the brand community tends to be identified on the basis of commonality or identification among its members12. The brand community members identify through devotion to particular brands or consumption activities, which are connected to other symbols in the marketplace13.For example, a product that is endorsed by a popular celebrity or professional athlete will appeal to certain brand communities or target markets, but not all. Responses to marketing influences may be cognitive, emotional or material in nature and, ultimately, customers will value their relationships with their branded possessions and with marketing agents14. The basis for community identification can be on wide-ranging commonalities that are difficult to detect. The stability of a brand community through time is an asset to marketers inasmuch as longevity equates with a stable market.Additionally, if marketers are able to successfully identify where a potential brand community exists, they can use it to bolster their marketing efforts and build brand loyalty. Furthermore, marketers will tailor their strategies such that they resonate with particular existing communities. If used effectively, this knowledge can be a powerful tool for marketers, as they will have greater insight into some of the motivations behind consumer behaviour. 1. 3 Global Alcoholic Beverage Perspective It is impossible to discuss the Canadian alcoholic beverages market without considering the global perspective.In particular, the global beer industry is facing increasing pressures 8 Levitt (1986). Business Knowledge Center (2004). 10 McAlexander et al. (2002). 11 Ibid. 12 Ibid. 13 Ibid. 14 Ibid. 9 3 of internationalization and consolidation, which are both the result and the cause of industry-wide mergers, acquisitions, partnerships and strategic alliances. Fac ing low prospects for volume growth in mature, developed markets and increasing competition, brewers continue to seek growth through acquisitions of other brewers or by aggressive participation in developing markets15.Indeed, the top ten brewers worldwide now account for more than half of the entire world’s beer, which is an industry first16. Given the lack of volume growth opportunities in the North American market, the industry trend of increased marketing and advertising spending continues as companies try to differentiate their brands in a highly saturated market. Not only is the market saturated, but the marketing media are cluttered. In order to achieve standout in a cluttered industry, breweries continue to develop creative ideas that generate excitement around their brands.Smaller breweries, in particular, try to increase brand recognition through provocative or racy ad campaigns since they cannot hope to compete on the same scale as their larger competitors with resp ect to the total amounts spent on marketing and advertising. 1. 4 The Marketing Mix It is important to understand all of the variables that comprise the marketing mix, or the 4Ps of marketing: Product, Price, Place and Promotion. The 4Ps are the variables that marketers can control in order to best satisfy the customers in the target market17.First, the product is the physical product or the service offered to the consumer, which can include additional services or conveniences that are part of the offering. Marketers can adjust certain product characteristics such as the functionality, appearance, packaging, brand, quality and service. The second variable, price, reflects company considerations such as profit margin and competitor pricing, including discounts. Third, place refers to the decisions associated with channels of distribution that act as a means of reaching the target consumers.This includes the channel members along the supply chain, market coverage and the various servi ce levels. Finally, promotion decisions are all those that relate to communicating and selling the product to potential customers. These may include advertising, personal selling, media, public relations and budget. Thus, marketing is a multi-dimensional function that yields a variety of effects. In the alcoholic beverages industry, a mature and highly competitive market, companies experiment with their marketing strategies regularly.The focus of this paper is primarily on promotion and product and, specifically, how these two variables are manipulated in tandem by marketers to create powerful marketing strategies. 15 16 Todd (2004). Ibid. 17 McCarthy (1975). 4 1. 5 The Impact of Advertising on Consumption and Related Problems Alcohol advertisers use effective advertising techniques to reach the youth market. Such techniques link alcohol to physical attractiveness and sexiness, promote age identification through the use of spokespeople, and use humour, music and popular culture icon s18.In 2002, $160 million was spent on alcohol advertising in Canada19 and alcohol appears in approximately two thirds of all programs watched by Canadian teens at an average rate of 8. 1 drinking references per hour20. The consequences of alcohol advertising on public health and safety are considerable. Alcohol use plays a substantial role in all three leading causes of death among youth – unintentional injuries (including motor vehicle fatalities and drowning), suicides and homicides21.Alcohol advertising is linked to patterns of heavy drinking, drinking in dangerous situations and deaths from alcohol-related motor vehicle crashes22. In one study, the chances of drinking alcohol rose by nearly 10% for teens who watched an extra hour of regular television programming per day23. 2. 0 CURRENT MARKETING TRENDS 2. 1 Synergies Between Promotion and Sponsorship Currently, a dominant trend in the alcohol industry is a link between promotion and sponsorship. Companies are attempting to capitalize on the ynergy that exists in this area as they move deeper into the global arena to achieve a greater return on their marketing expenditures. The term synergies denote opportunities for collaboration in which the result that can be achieved is greater than the sum of the individual efforts. An example is the positive spillover of media exposure that results when a brand becomes the official sponsor of an international sporting event, especially one with wide television coverage. In effect, this amounts to a cost-effective marketing campaign for the sponsoring company, assuming the outcome is consistent with the overall brand identity.Another factor contributing to the drive for synergies is the seasonality of this industry. Manufacturers prepare for the summer beverage-selling season by ramping up production, increasing their marketing and seeking sponsorship deals, which act as promotional vehicles for new launches and summer products. Sponsorship agreements with int ernationally recognized sporting events help to enable a brand to stand out among the clutter. McKenzie (2000). AC Neilson (2004). 20 Robinson et al. (1998). 21 AMA (2003). 22 McKenzie (2000). 23 Robinson et al. (1998). 19 18 2. 1. 1 Sports Sponsorships Alcohol manufactures are increasingly seeking contracts for official sponsorship of highprofile sporting events as they realize the opportunities for synergies between promotion and advertising. The Canadian Code of Advertising Standards, produced by Advertising Standards Canada states: â€Å"products prohibited from sale to minors must not be advertised in such a way as to appeal particularly to persons under legal age. [And] people featured in advertisements for such products must be, and clearly seen to be, adults under the law24. High profile sports sponsorships with a heavy advertising component risk being in violation of this regulation. Two of the major international sporting events in Canada, the Roger’s Cup in Montre al and the Tennis Master’s Series in Toronto are sponsored by breweries. Sleeman is the official sponsor of Tennis Canada in Montreal; Heineken, which is part of the Molson portfolio of brands, is the sponsor in Toronto. The situation in Canada reflects a global trend. In late 2003, Heineken signed a deal with the British Olympic Association (BOA) for exclusive sponsorship rights.The deal is part of a â‚ ¬50 million global investment by the brewer25, giving the company exclusive rights to the BOA logo. Sponsorship deals are considered an opportunity for alcohol manufacturers to establish global brand recognition in a competitive industry. With huge budgets behind sponsorship deals, and the wide international exposure that results, it is very difficult for watchdogs to monitor the visibility of alcohol brands. The clientele and audiences at sporting events such as the Olympics are of all ages, youth included.Therefore, limiting exposure of beer ads only to legal age consume rs is nearly an impossible undertaking. In April of 2004, NASCAR (National Association for Stock Car Auto Racing) in the US was strongly considering changing its policy to allow hard-liquor brands to sponsor teams in its top tier Nextel Cup Series26. Though such a move could alleviate sponsorship problems for some drivers, it could threaten NASCAR’s desire to become more family friendly. With this in mind, NASCAR rejected Diageo’s bid to become official sponsor.This move did not prevent Diageo from landing a sponsorship deal: the company secured a top sponsorship contract for its brand Crown Royal. Crown Royal was signed to be the title sponsor of the International Race of Champions (IROC), one of the NASCAR events. This marked the first time a hard-liquor marketer was allowed a title sponsorship for any sport, although Diageo’s Smirnoff Ice Triple Black brand has sponsored individual drivers. However, when Diageo's Crown Royal brand signed on as the title spons or for the IROC series in January, NASCAR reiterated its ban on sponsorships from hard liquor and chewing tobacco companies.NASCAR has a long history of partnering with beer marketers for races, but accepting hard-liquor brands would be a complete reversal of NASCAR’s position. Such changes in sports sponsorship have vast implications for industry players, marketers and public health groups. In the case of Diageo, the sponsorship deal is one step toward 24 25 Advertising Standards Canada (2004). Anonymous (a) (2003). 26 Thomaselli (2004). p. 1 6 the achievement of the company’s long-term goal of leveling the marketing playing field with beer. 7 As an example, with the three-year deal, Crown Royal will have extensive television exposure, since IROC just sealed a one-year TV pact with Speed Channel, a cable subsidiary of News Corp. ‘s Fox28. Such exposure is difficult to track and, thus, even more difficult to regulate. Although spirits have so far been prohibited from becoming sponsors, hard-liquor companies can, and have, used their malt beverage products or RTD (Ready to Drink) products29 as sponsors. Diageo's Smirnoff Ice, for instance, is one of the sponsors of driver Matt Kenseth, last year's NASCAR champion. . 1. 2 Promotion and the Entertainment Industry Another advertising tactic used by liquor companies is cross-promotion with the entertainment industry. This could include joint promotional campaigns between film studios and alcohol brands or between liquor companies and music tours and concerts. An example is the recent collaboration between Adolph Coors Co and Miramax’s â€Å"Scary Movie 3†, which was released at the end of 2003. Coors not only advertised around the promotion of this film, but it also had its spokeswomen, the Klimaskewski twins, appear in the film itself30.This technique is another way for companies to realize synergies in marketing and promotion, as there exists the potential to reach a broader audi ence than could be reached through a simple television commercial or magazine ad. In this case, Coors was attacked by the Marin Institute – a public health and safety group – for its involvement in the film promotion. The Marin Institute accused Coors of defying the alcohol industry’s guidelines by promoting its connection to this film31. Given the PG-13 rating of the film, there was no way of ensuring that under-age viewers were not exposed to the ads.In the music industry, there are many examples of activities involving cross-promotional campaigns with alcohol companies. These campaigns are used to achieve synergies from the combined effect of promotion and advertising. Molson Canadian uses this technique regularly, teaming up with Napster to provide music downloads and other special music offers. The company launched a campaign contest that involved the giveaway of a â€Å"Molson Canadian Rocks Summer Soundtrack, as well as weekly chances to win concert tick ets†32.Trends in promotion and sponsorship in the alcohol industry are of concern to public health groups because they have the ability to reach a wide audience, with little or no regulation. Other forms of promotion and sponsorship exist, however a description of each is beyond the scope of this paper. 27 MacArthur (2004). Ibid. 29 RTD: Ready-to-drink alcoholic beverages, such as Smirnoff Ice and Mike’s Hard Lemonade. 30 MacArthur (2003). 31 Ibid. 32 Molson Insider (2004). 28 7 3. 0 ALCOHOL MARKETING AND THE INTERNET Alcohol companies are using digital marketing as a medium.The Center for Alcohol Marketing and Youth (CAMY) in the US found that alcohol company websites have sizeable youth audiences and contain content that is attractive to youth33. In particular, games, cartoons, music and a variety of high-tech downloads fill many of these sites. In addition, programs designed to allow parents to block their children’s access to these sites often fail to do so34 . In fact, fifty-five alcohol websites tracked by comScore Media Metrix during the last six months of 2003 had almost 700,000 in-depth visits from underage persons35.Alcohol websites continue to be a cyber playground, with many features attractive to youth36. CAMY executive director Jim O’Hara identifies content such as customized music downloads, instant-messaging accessories and games including putt-putt golf, football and spin the bottle37. A recent website probe done by the Federal Trade Commission’s (FTC) Division of Advertising Practices in the US found that both Coors and Anheuser-Busch have sites with downloadable music, online games and ring tones38.In fact, as teens start to log more hours surfing the Web than watching television, CAMY and other groups are calling for more regulation on the largely unregulated medium. Jim Hacker, director of the Alcohol Policies Project at the Center for Science in the Public Interest, asserts, â€Å"The industry should remo ve themes, music, language and attractions that clearly appeal to underage people. †39 A key issue for health and safety groups is the ease of foiling the age requirement for viewing beer company websites.An age bar is supposed to weed out youngsters who find the sites attractive, but the investigation discovered that online forms can inadvertently â€Å"tip† kids to fill in fake answers. The trade journal Brandweek visited two websites, Coorslight. com and Budweiser. com and was able to enter several fake birth dates from the same computer, gaining access each time40. When questioned, John Kaestner, VPconsumer affairs at Anheuser-Busch, said the brewer had followed federal guidelines in its age-check system. Other websites attracting attention from the FTC are Bacardi. om, Skyy. com and the Anheuser-Busch site BudLight. com, according to a study by CAMY 41. The claim is that these sites had the highest percentage of underage people making an in-depth visit during the s econd half of 2003. The findings, which were released in March 2004, showed that 59 percent, 47 percent and 34 percent of visitors who looked at three or more pages on those previously mentioned sites were underage42. Overall, minors initiated 13. 1 percent of in-depth visits to the 55 branded alcohol sites included in the study. 33Center for Alcohol Marketing and Youth (2004). Ibid. 35 Ibid. 36 Mack (2004). 37 Ibid. 38 Edwards (2004). 39 Ibid. 40 Ibid. 41 Ibid. 42 Ibid. 34 8 This trend is especially worrying for public health and policy groups since the Internet knows no boundaries, and its content is therefore very difficult to regulate. Alcohol advertising on the web and music downloads have the power to reach all Internet users around the world, of any age. 4. 0 -THE ROLE OF LABELING AND PACKAGING IN ALCOHOL MARKETING The alcohol industry relies heavily on the use of labeling and packaging as a irectmarketing tool in the promotion and differentiation of its products. One of the obstacles facing design marketers is that while standout is paramount, they are all starting with the same structure: a simple bottle or can43. Since it is not possible to have a vastly different pack, companies differentiate themselves with creative labels or packaging. Marketers in the alcohol industry aim to create synergies among label designs, packaging and advertising, such that the overall brand image more quickly achieves wide recognition.The intended result of this coordination is a more effective and integrated means for alcohol companies to communicate with their consumer base, thus encouraging the selection of their product over another. If the product already has a strong brand identity, it is not critical to feature the pack in the ads. In this case, the advertising may be used to communicate other elements of the brand message to create the desired reputation and image with the target audience44. On the other hand, including a shot of the bottle in ads will enhance br and awareness at point of sale and ensure a more integrated approach to branding45.Approximately 60 percent of people in bars and pubs have not decided what drink they want until after they get there46. This is an enormous opportunity for brands to reach their target markets directly at the retail level with eye-catching labels that resonate with consumers. Product labels are the final point of brand contact between the company and its customers before the purchase is made. Thus, a brand’s name and how it is shown on the label can be an effective way of generating sales. The main challenge is finding a way to differentiate a standardized product while developing a strong, consistent brand identity.This is an example of the interaction of product and promotion, two elements of the marketing mix. Some of the methods used in the ready-to-drink and premium beer sectors, for example, include shrink-wrapping, bright colours and innovations such as metallic-effect labels47. In addit ion to a unique label, a catchy name, such as Smirnoff Ice or Mike’s Light will add symbolism and help increase standout and attract consumers. Brand awareness is critical for alcohol companies, and developing a strong brand is especially vital for new brands.The rationale for coordination between promotion and product is that young people, and other potential consumers, will see the campaign in Edwards (2004). Brabbs (2002). 45 Ibid. 46 Ibid. 47 Ibid. 44 43 9 cinemas and style magazines and more easily recognize it from other advertising media 48 . An additional reason to invest in labeling and packaging is flexibility. A shrink-wrap sleeve can be changed frequently, allowing the brand to adapt its appearance more easily to changing styles and trends.Unusual colours or unique label designs can help encourage selection of one product over another at the retail level. The techniques used by marketers are very subtle, such as borrowing design language from parallel markets for encouraging cross purchasing such as â€Å"Atkins friendly†, â€Å"light† or â€Å"low-carb. † Finally, if a particular brand is experiencing low or declining sales, a company can easily reposition it by superficially altering the image and, hence, reinventing a product to reach a new market. 5. 0 TRENDS IN ADVERTISING TECHNIQUESCertain techniques are used by advertisers to attract and engage consumers to their products. These have traditionally included such techniques as humour, sex appeal, popular music, describing benefits of the product, and creating a fun, enjoyable atmosphere. These techniques are used very effectively by alcohol advertisers as well, as they create a high ‘liking’ of advertisements among consumers49. High levels of effective alcohol promotion inculcate pro-drinking attitudes and increase the likelihood of heavier drinking50.For these reasons, the irresponsible use of advertising techniques is a growing concern among health an d safety advocates. 5. 1 Sexually Explicit Content The alcoholic beverages industry has long been accused of exploiting male sexual fantasies in order to advertise its products. However, this approach has recently, in some opinions, reached new levels of exploitation. Early in 2004, Labatt Breweries of Canada aired an ad during the January Super Bowl telecast that caused industry watchdogs to protest.The ad featured two beautiful women kissing, ostensibly to share lip-gloss51. Advertising Standards Canada (ASC) received 113 complaints about this ad in the first quarter and it was soon taken off the air52. The ASC reported that there was nothing wrong with the ad, other than it should run after 9:30pm. This ad is representative of the ‘simulated lesbianism’ trend in beer advertising, clearly a ploy to reach the male heterosexual audience. Labatt is not the only brewery to take this approach.During the same time period, Moosehead Light of New Brunswick launched a series o f ads called â€Å"Enjoy the Nature. † In one of the ads, two men look on and crack open beer cans as two beautiful women dance sensually together in the forest. Ibid. Grube (1996). 50 Babor et al. (2003). 51 Brent (2004). 52 Ibid. 49 48 10 5. 2 Low-Carb Phenomenon & Health Benefits Alcohol marketers must understand the psycho-behavioural forces influencing choice in order to devise effective marketing strategies. These forces are not easily identifiable in any industry.The beer and alcohol industry is not an exception and alcohol marketers have been slow to discern which factors most significantly influence brand selection. Although the sexual angle remains very common in alcohol promotion, the industry seems to be shifting gears. Instead of trying to titillate men by invoking male fantasies, marketers are now instilling fear in them about getting fat. In a feature article the Financial Times reported that beer marketers in the US have made an intriguing psychosexual discove ry about male insecurity53.The argument advanced is that men are increasingly more concerned with what they look like than how they will perform in the bedroom. Beer brands such as Anheuser-Busch’s Michelob Ultra, Coors Light and SABMiller’s Miller Lite are focusing their advertising on the millions of Americans on low-carbohydrate diets, which they have realized does not include only women. By contrast, marketing campaigns linking beers to explicitly sexual imagery have been less effective54. The implication for public health groups is that efforts aimed at regulating sexual content should be reexamined.It is possible that a greater impact could be achieved through aggressive targeting of ads that portray a health or nutritive benefit of alcohol consumption. As an example, Coors, the third-largest US brewer55, recently developed new ideas for its low-calorie Coors Light. The two-year campaign featuring scantily clad women and rock music was unsuccessful in increasing beer sales for the company. Beer companies are slowly discovering that sexual appeals are fun and diverting but they rarely change consumers’ brand preferences. The idea that â€Å"light beer† is less macho and thus less likely to appeal to young men is fading.In fact, it is difficult to think of a major beer company that has not introduced a low-carb brand. The success, in general, of low-carb offerings is evident in food store data compiled by AC Neilsen. In the four weeks ending June 12, 2004, sales volumes were up 56 percent for Michelob Ultra and 15. 6 percent for Miller Lite56. For Coors Lite, which has been slower to alter its marketing campaign, sales volumes were down 2. 7 percent57. Major breweries are responding to evolving consumer demands and are providing what could be the emergence of a new sub-category of beer58.As more companies enter the low-carb market, the competition increases for market share. This translates into bigger marketing and advertising budgets as companies fight for a larger slice of the market. The latest focus on a more health-conscious lifestyle has shifted the marketing emphasis away from sensuality and sex to body image and achieving athletic success. Some 53 54 Silverman (2004). Ibid. 55 Coors merged with Molson in July 2004. The new company is the 5th largest Brewery by market share worldwide. 56 AC Neilson (2004). 57 Ibid. 8 Brieger (2003). 11 industry experts expect this trend to stick around if not because of Atkins devotees but because of aging baby boomers, who tend to prefer light and low-carb beers59. The way forward in the alcoholic beverages industry will be through low-carb advertising, which can be seen as a serious response by the beer industry to a common male anxiety about growing fat, the proliferation of a healthy lifestyle among consumers, and the widespread belief of certain health benefits in drinking a low-calorie, low-carbohydrate beverage60.The low-carb trend is not exclusive to the be er industry. In May of 2004, the Vancouverbased Marc Anthony Group launched a new vodka-based beverage called Mike’s Light, which was targeted at the millions of Canadians on low-carb diets. The lemon-lime beverage, which is part of the ready-to-drink (RTD) alcoholic market, contains just one gram of carbohydrate and 76 calories and is expected to bring new drinkers into the market61. Already, the RTD market in Canada is estimated to be worth $450 million per year in sales.Additionally, with its low- calorie and low-carb options, the RTD market has the potential to increase consumption of alcoholic beverages as consumers switch from light soft drinks to lighter malternatives62. Marketers in this industry are deliberate in promoting RTD products as alternatives for the health and weight-conscious consumer. It is misleading for brewers to promote low-carb beer as being â€Å"Atkins friendly† or as having overall health benefits and doing so goes against the Canadian Food Inspection Agency’s 2003 Guide to Food Labelling and Advertising. Under these guidelines, lowcarbohydrate claims are not approved.Similarly, according to Advertising Standards Canada, â€Å"No advertisement shall be presented in a format or style which conceals its commercial intent†63. This pertains to misrepresenting beer as having health or athletic benefits. The low-carb claim is of concern to public health groups such as ARAPO because it is both misleading to consumers and has the potential to influence consumer behaviour. 6. 0 ACTIONS TO ADDRESS CONCERNS ABOUT THE MARKETING OF ALCOHOL There have been several responses to concerns about the impact of alcohol marketing ranging from education and awareness to legal action and civil suits.Internationally, there are groups that advocate changes in alcohol marketing regulations as well as educate professionals and the public about the risks associated with a proliferation of alcohol marketing efforts. These include: G lobal Alcohol Policy Alliance (UK): www. ias. org. uk Eurocare – Advocacy for the prevention of alcohol related harm in Europe (Europe): www. eurocare. org Center for Science in the Public Interest – Alcohol Policies Project (US): www. cspinet. org Ibid. Business World (2004). 61 Bellet (2004). 62 The market or ready to drink alcoholic beverages is called the malternative market in the US. 63 Advertising Standards Canada (2004). 60 59 12 BeerSoaksAmerica. org – A Response to beer company propaganda (US): www. beersoaksamerica. org The Marin Institute (US): www. marininstitute. org Center for Alcohol Marketing and Youth (US): www. camy. org In Canada, there are guidelines for advertisers that outline what are considered appropriate tactics for marketing products. These guidelines can be found on the Advertising Standards Canada (ASC) website (www. adstandards. om) for all forms of advertising or on the Canadian Radio and Telecommunications Commission (CRTC) websi te (www. crtc. gc. ca) for radio and TV ads. Currently these guidelines are not enforced and rely on a voluntary paid-submission to ASC by the advertiser. Alcohol is one product that seems to have fallen prey to this lack of regulation with many advertisers outright disregarding the guidelines. In Ontario, there are alcohol-advertising guidelines that are overseen by the Alcohol and Gaming Commission of Ontario (AGCO) and can be found at www. gco. on. ca. Before 1997, the CRTC was involved in pre-screening advertisements before they were aired. In 1997, this responsibility was transferred to ASC for national cases, and the AGCO for Ontario specific cases. However, in 1997 the regulations changed to â€Å"guidelines† and preclearance was replaced with â€Å"voluntary submission†. As a result, the responsibility of monitoring alcohol advertising shifted from the CRTC to the general public, as advertisements are now only challenged based on a complaint format.Advertisers, fearing very little in terms of consequences, often disregard the guidelines completely, particularly the following: Alcohol advertising should not: appeal to persons under the legal drinking age associate drinking with activities that require care and skill imply that drinking is required in enhancing enjoyment of any activity imply that drinking is required in obtaining sexual opportunity or appeal64. A study done by CAMY in 2002 found that as the alcohol industry increased its advertising expenditures, more ads were seen by youth.In fact, all 15 of the shows most popular among teenagers included alcohol ads. â€Å"Survivor,† â€Å"Fear Factor† and â€Å"That 70’s Show† were among those with the most ads65. The dramatic increase in youth’s exposure to alcohol brands in magazine and TV advertising suggests that the industry’s guidelines are so permissive that, in practice, they amount to no limits at all. Concerned about the lack of re gulation and increase in alcohol ads – and as a result, increase in consumption – health and safety advocates respond to aggressive marketing with specific strategies, as discussed next. . 1 Awareness, Education and Skill Building The Association to Reduce Alcohol Promotion in Ontario (ARAPO) is funded by the Ministry of Health and Long-Term Care to provide resources and support to individuals and groups about media literacy and critical thinking skills as they apply particularly to 64 65 AGCO (2003). Anonymous (c) (2004). 13 alcohol. Resources include research papers and presentations to youth and health promotion professionals about the impact of alcohol advertising on youth drinking patterns, particularly heavy drinking. 6. 2 Internet ActionThe Center for Alcohol Marketing and Youth uses a vivid Internet presence to attract viewers to their site to examine what others are doing around alcohol marketing. Along with a searchable marketing gallery and steps to take act ion, CAMY regularly publishes research papers on Youth and Alcohol. An example of this is a recent paper titled The Internet, Alcohol, and Youth, which looks at the impact of Internet alcohol websites on underage drinkers. It is available through CAMY’s website at www. camy. org. 6. 3 Complaints to Regulators and ResultsWhile ASC does not demand that advertisers clear their ads before going to the public, they do respond to complaints by the public. A recent example of this was the Don Cherry â€Å"Bubba† ad that was pulled following complaints that Don Cherry is seen as a role model for underage youth – and therefore could not be used as a spokesperson for beer. Groups like the Ontario Public Health Association, responding to concerns about the impact of alcohol advertising on the public’s health and safety, have sent recommendations to both the provincial and the federal regulatory bodies. These recommendations include: Continued pre-clearance of al cohol ads, at the final stage of production by federal and provincial bodies with a strong public interest mandate More effective regulation of lifestyle alcohol advertising, promotions and sponsorships Establishing clear guidelines regarding industry-sponsored responsible drinking messages and public education programs, particularly those appealing to, or directed at, young people Capping the total amount of alcohol advertising and introduce improved mechanisms for monitoring compliance with existing or new regulations Focusing on effective deterrence, monitoring and enforcement measures.This would include a stronger role for community groups in the monitoring and enforcement of federal and provincial advertising provisions, including membership in panels previewing and monitoring alcohol advertising66. 6. 4 Class Action Suits Against Alcoholic Beverages Industry Consumers’ attorneys across the U. S. have begun to target the alcoholic beverages industry, filing lawsuits that claim that some leading brewers and distillers are using slick advertising to sell products to underage drinkers67.In November 2003, attorneys led by David Boies III filed suit against brewers Coors and Heineken, distillers Diageo and 66 67 OPHA Position Paper (2003). Willing (2004). 14 Bacardi and the makers of Zima and Mike’s Hard Lemonade68. The suit accused the companies of using a â€Å"long-running, sophisticated and deceptive scheme†¦ to market alcoholic beverages to children and other underage consumers69† Boeis’ lawsuit alleges that alcohol companies place ads in magazines such as Stuff, FHM and Spin that appeal to males under the age of 21, or in Glamour, which is oriented toward females of similar ages70.The suit claims that ads placed in these magazines are designed to push people younger than 21 to obtain alcohol illegally71. The same is true in TV advertising, where many alcohol ads reach young people not old enough to drink. The class-action suits filed against the alcohol industry since November 2003 have caused alarm in the industry because the lawyer behind them is David Boies, who represented the Justice Department in its antitrust action against Microsoft72. The suits claim that booze ads targeted at adults spill over onto younger audiences73.According to another law suit filed in Los Angeles Superior Court in 2004, AnheuserBusch and Miller Brewing are targeting minors through ads and developing products that look and taste like soft drinks in order to lure underage consumers to their brands74. The suit claims that beer-makers are marketing alcoholic beverages known as â€Å"Alco pops† to minors. These include Doc Otis’ Hard Lemon Malt Beverage, which is made by AnhesuerBusch, and Miller’s Jack Daniel’s Original Hard Cola. Both of these beverages closely resemble soda pop with sweet flavours, bright colours and youth-oriented packaging. CONCLUSIONThe domestic alcoholic beverages market is considered mature, with limited opportunities for growth. One way for alcohol manufacturers to increase their sales volume is by taking market share away from their competitors; another is to expand the overall size of the market. To achieve these goals, alcohol manufacturers continue to invest substantial resources and capital into their marketing strategies because they believe it is necessary for expanding the market and increasing their margins. It will be important that public health groups focus their research on certain elements in the marketing mix.These include where the product is sold and what are the broad social trends marketers are using to communicate with target markets. This analysis summarizes significant influences in consumer behaviour. 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