Types of Racism free essay sample

Racism is both overt and covert, and it takes three closely related forms: individual, institutional, and systemic. Individual racism consists of overt acts by individuals that cause death, injury, destruction of property, or denial of services or opportunity. Institutional racism is more subtle but no less destructive. Institutional racism involves polices, practices, and procedures of institutions that have a disproportionately negative effect on racial minorities’ access to and quality of goods, services, and opportunities. Systemic racism is the basis of individual and institutional racism; it is the value system that is embedded in a society that supports and allows discrimination. Institutional and systemic racism establishes separate and independent barriers to access and quality of health care. Institutional racism does not have to result from human agency or intention. Thus, racial discrimination can occur in institutions even when the institution does not intend to make distinctions on the basis of race. In fact, institutional discrimination can occur without any awareness that it is happening. We will write a custom essay sample on Types of Racism or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page . 16 Although data on institutional racism iis scarce, it does exist. To understand institutional racism, it is important to understand the interaction between prejudice and discrimination. Prejudice is an attitude that is based on limited information or stereotypes. While prejudice is usually negative, it can also be positive. Both positive and negative prejudices are damaging because they deny the individuality of the person. No one is completely free of prejudices, although they may not have any significant prejudice against a particular group. Oppression is the systematic subjugation of a social group by another social group with access to social power. Power is the ability to control access to resources, the ability to influence others, and access to decision makers. Discrimination is behavior, intentional or not, which negatively treats a person or a group of people based on their racial origins. In the context of racism, power is a necessary precondition for discrimination. Racism depends on the ability to give or withhold social benefits, facilities, services, opportunities etc. , from someone who is entitled to them, and is denied on the basis of race, color or national origin. The source of power can be formal or informal, legal or illegal, and is not limited to traditional concepts of power. Intent is irrelevant; the focus is on the result of the behavior. Given the interaction of prejudice and discrimination, an institution can be a â€Å"non-racist†, â€Å"reformed racist†, â€Å"reluctant racist†, and â€Å"overt racist. (Chart 01) Using Blacks as the focal group, a â€Å"non-racist† is an institution that has no negative biases or prejudices against Blacks and no discriminatory behaviors. It is very rare that an institution has neither racial bias nor prejudices and engages in no discriminatory behavior. When institutions take the position that they are non-racist, it is possible that the institutions operate in aren as where they have very little contact with Blacks. However, it is more likely that they are in denial about the existence of either prejudices or discrimination. A â€Å"reformed racist† institution has definite biases or prejudices against Blacks but does not act on them. For example, an institution could hold a belief that Blacks are more likely to abuse pain medication, but notwithstanding those prejudices, pain medications are prescribed to Blacks equitably. In this situation, the institution makes no difference in health care based on race. This form of racism involves institutions that harbor biases or prejudices but are either too timid to discriminate or who are actively working on not discriminating. The prejudices or biases are still present, but these institutions do not act on them. An â€Å"overt racist† institution has definite bias or prejudice and definite discriminatory behaviors. For example, individuals in an institution could hold a belief that Blacks are more likely to abuse pain medication, and because of those prejudices, pain medications are prescribed to Blacks differently than they would be to Whites. Most people are familiar with this form of racism. Overt racism involves actively and intentionally expressing bias or prejudice and actively discriminating against others in public and private ways. Most discrimination in health care is not overt. A â€Å"reluctant racist† is an institution that purports to have no negative biases or prejudices against Blacks but has definite discriminatory behaviors. For example, an institution could hold no negative beliefs about Blacks but prescribe pain medications differently to Blacks as an indirect result of some other policies. This is the most pervasive form of racism and also the hardest to challenge. Reluctant racism occurs due to mistaken stereotypes, biases or prejudices that are acted out in an unthinking manner or through policies, practices, or procedures of institutions that have a disproportionately negative impact on Blacks. 17 Often, the behavior is motivated by non-race based reasons (e. g. economics). Because of this non-racial motivation, individuals leading and managing institutions often do not believe that their institutions are being racist. Furthermore, it is even more difficult for the institutions to change the behavior. For example, some teaching hospitals do pelvic exams on unconscious female black patients in surgery without the patient’s consent in order to train interns, and the hospitals do so without a conscious desire to discriminate. These hospitals would fit into this category of reluctant racist. As Kwame Ture (a. k. a. Stokely Carmichael) and Charles Hamilton explained in their landmark book, â€Å"Black Power: The Politics of Liberation†: â€Å"When White terrorists bombed a Black church and killed five Black children, that is an act of individual racism, widely deplored by most segments of the society.

Explore how the human body functions as one unit in harmony in order to maintain life The WritePass Journal

Explore how the human body functions as one unit in harmony in order to maintain life Explore how the human body functions as one unit in harmony in order to maintain life IntroductionPatient CasePreliminary Assessment StageFactors affecting Blood PressureCardiac Output.Blood Volume.Peripheral Resistance.Intraoperative Assessment StageEffects of Pharmacologic AgentsFentanyl.Propofol.Vecuronium (Muscle Relaxant).Nitrous Oxide and Isoflurane.Hemodynamic ChangesBlood LossConclusionList of ReferencesRelated Introduction The different parts of the human body function as one unit in harmony to maintain life. In this crucial goal, the body’s mechanisms are all functioning toward achieving homeostasis or simply put, balance. Homeostasis can be best defined by explaining its two root words: homeo, which means sameness; and stasis, which means stability (Clark 2005). Using these keywords, homeostasis is described as a stable state of balance, which the human body maintains to achieve despite influences that threaten to disrupt the balanced state (Clancy, Baird, and McVicar 2002; Clark, 2005). The nervous system and the endocrine system are the two main regulatory mechanisms in the body that maintain homeostatic balance (Clark 2005; Sherwood 2006). In order to maintain homeostasis, the body uses feedback mechanisms to respond to influencing factors that may disrupt homeostasis. These so called feedback mechanisms are categorised into either positive or negative feedback processes (Coad, Dunstall, and McCandlish 2005). This classification does not entail one as being good or bad but rather delineates the direction of change to stabilise or balance reactions. A positive feedback mechanism acts by synergising a change inside the body causing a bigger response than the initial one (Sherwood 2006). On the other hand, a negative feedback mechanism acts in the direction opposite of the change in such a way that the initial response becomes diminished (Sherwood 2006). These feedback mechanisms are in a loop in which these mechanisms that cause the initial changes to become either greater or lesser stop when the body achieves balance. An example of the positive feedback mechanism is when a tissue in the body becomes injured; this stimulus will signal the production of platelets for blood clotting (Coad, Dunstall, and McCandlish 2005). In this case, there is a need to increase platelet production thus the initial response will trigger more platelets to be produced to avoid further blood loss. On the other hand, a negative feedback mechanism is seen when the body experiences extreme cold – a state in which the body loses heat. In this case, the body will act in the opposite direction by producing heat through shivering, which is a state of muscle contraction that produces energy and heat for the body (Coad, Dunstall, and McCandlish 2005). Note that the direction of the feedback mechanism is dependent on the direction at which balance could be attained. In this paper, the concepts on anatomy and physiology will be applied to discuss and explain the body’s responses. A patient will be followed during the perioperative phase. Different body responses to both internal and external influences of the patient will be discussed in terms of physiological changes and body’s attempts to maintain balance. Patient Case The patient at focus in this paper is a 65 year old, healthy male who was scheduled for endarterectomy of common femoral artery under general anaesthesia. Endarterectomy is a surgery that is performed on individuals who manifest signs and symptoms of limb ischemia due to thickened or clogged arteries (Eskandari et al. 2010; Hands 2007). The surgical procedure is done to remove the fatty deposits or plaque in the arterial lining that occludes the normal blood flow in that area (Hands 2007). In the case of the patient, endarterectomy of common femoral artery will be done – indicating that the occluded artery is that of the common femoral artery. The pathology of this disease lies in its occlusive nature that disrupts the normal blood flow and oxygen delivery to other parts of the body (Smeltzer et al. 2009). The pathophysiology of the patient’s condition can be likened to a water pipeline. A normal artery looks like a new pipe that allows water to flow freely through it and deliver its contents sufficiently and timely. On the other hand, when dirt and other materials stick to its walls, a blockage is formed similar to that formed by an atheromatous plaque. This impedes smooth water flow thus delivering less water and in time, it may fully block the pipe. When the blockage is removed, the water may flow normally again. In this case, the patient needs to have the surgical procedure done to remove the cause of the occlusion in the common femoral artery; otherwise, blood flow as well as oxygen delivery will be compromised leading to vascular complications (Smeltzer et al. 2009). A dangerous complication is amputation of the limb because when there is poor blood and oxygen supply to parts especially those below the femoral artery, then the tissues will die in that limb. In the patient’s case, once the atheromatous plaque is removed, the femoral artery will be reopened thus restoring the normal blood flow in that area as well as other parts of the body (Smeltzer et al. 2009). The benefits of common femoral artery endarterectomy for this patient will save the patient from disability and death. There will be reduced risk for stroke and heart attack because these diseases are usually caused by ischemia or lack of oxygen, which usually results from poor blood circulation from any part of the body (World Health Organization 2003: 47). Also, it provides relief of symptoms and increase rates of saving the limbs from amputation (Hoch, Turnipseed, and Acher 1999). Preliminary Assessment Stage The patient is generally healthy. Vital signs as well as routine physical assessment and observations were performed and documented; assessment findings were normal. The client’s blood pressure is a very important measure in this pre-operative stage. Blood pressure is the measurement of the force acted upon on the arteries – which is the blood vessel that carries blood away from the heart – as the heart pumps out the blood into the different parts and systems of the body (Singh 2008). Blood pressure readings are expressed in two numbers in which the numerator is the systolic blood pressure and the denominator is the diastolic blood pressure (Dugdale 2010). The systolic blood pressure is the pressure that the blood in the heart exerts during contraction or when the blood is moved forward (Porth and Matfin 2010). This is the highest pressure exerted when the heart beats. On the other hand, diastolic blood pressure is the pressure exerted on the heart during its resting or relaxed state (Porth and Matfin 2010). Conversely, this is the lowest or minimum pressure exerted. The measure of the blood pressure is an indicator of the sufficiency of blood pumped out by the heart. If the blood pressure is too high, then the heart may be having hard time pushing out the blood into the system (Carter and Lewsen 2004). On the other hand, a very low blood pressure indicates insufficient output thus resulting to inadequate blood and oxygen circulation to other body parts (Carter and Lewsen 2004). These abnormalities can be attributed to different causes or factors that may affect blood pressure. Factors affecting Blood Pressure The three main factors that influence blood pressure are cardiac output, blood volume, and peripheral resistance (Carter and Lewsen 2004; Timby 2008). An important concept in understanding these factors is the Frank-Starling law of the heart. Starling’s law states that the amount of blood that fills and stretches the muscle fibres of the heart determines the force of heart contraction (Timby 2008). This means that a greater stretch in the heart’s muscle fibres will yield a more forceful contraction of the heart and vice versa. Cardiac Output. Cardiac output is the amount of blood that the heart ejects from the left ventricle to the aorta per minute (Timby 2008). The higher the cardiac output, the higher the blood pressure. Conversely, a lower cardiac output leads to lower blood pressure. An important concept in understanding cardiac output is stroke volume. Cardiac output is the product of heart rate multiplied by the stroke volume. Stroke volume is the actual amount of blood ejected by the heart every time it beats (Porth and Matfin 2010). Thus, the stroke volume is the amount of blood that is ejected during the systole or when the heart contracts. To measure the stroke volume, the end diastolic volume or the blood in the ventricle during the resting phase is subtracted with the end systolic volume or the blood that remained in the ventricle after the heart contracted (Timby 2008). If the heart contracts more forcefully, then there is a higher stroke volume because there will be more blood ejected per contraction. It also follows that when the heart is beating so fast, there is lower stroke volume because the heart is not given enough time for blood to fill and stretch its muscle fibres before it contracts again – thus less forceful contraction. Nevertheless, if either stroke volume or heart rate is increased, then the cardiac o utput increases. Blood Volume. The second factor that affects blood pressure is blood volume. This factor’s concept is also based on Starling’s law of the heart which states that the force of heart contraction is determined by the preload (Timby 2008). Preload is the volume of blood that enters the heart’s chamber and stretches its walls during its relaxed state (Timby 2008). The amount of existing blood that enters the heart determines the stretch, which consequently affects the blood pressure. When there is little amount of blood in the vessels to begin with, then there is also little amount of blood that enters the heart thus the heart’s muscle fibres will not be stretched enough – resulting to low blood pressure. This is seen in patients who have recently lost a lot of blood such as in haemorrhage (Carter and Lewsen 2004). On the other hand, when the blood volume is increased, the blood pressure is also increased because there is a greater amount of blood that fills and stretches the heart’s muscle fibres leading to a more forceful ejection of blood into the system (Carter and Lewsen 2004). Peripheral Resistance. Another factor affecting blood pressure is peripheral resistance. Peripheral resistance is the force that the heart needs to overcome in order for it to push blood into the system (Timby 2008). When there is greater peripheral resistance, the heart works harder to push the blood leading to a higher blood pressure. This occurs in conditions when the artery is either too narrow or obstructed (Timby 2008). On the other hand, a diminished peripheral resistance leads to a lower blood pressure because the heart needs to overcome very little resistance to eject blood into the system (Carter and Lewsen 2004; Timby 2008). This occurs when the blood vessel is dilated. Intraoperative Assessment Stage When the patient was transferred to the anaesthetic room, he was very nervous and his blood pressure, respiratory rate, and heart rate increased above normal limits. These manifestations are responses of his body to the perceived stress, which is the upcoming surgery. The stress response is the general adaptation responses produced by the body as it perceives stress (Martini 2005). Stress is any stimulus, both positive and negative, that may disrupt the body’s homeostasis (Martini 2005). It may be psychological such as joy of seeing one’s loved one, or physical such as exhaustion from a strenuous exercise. Stress serves as an information or signal to stimulate the hypothalamus, which in turn responds by activating the autonomic nervous system’s sympathetic division. The activation of the sympathetic division causes the adrenal gland to produce adrenaline and noradrenaline – also known as epinephrine and norepinephrine, respectively –as it works with the sympathetic nervous system (Martini 2005). When these hormones are released into the bloodstream, the sympathetic response is increased and prolonged. These hormones cause the blood pressure, pulse rate, and breathing to increase (Timby 2008). This reaction is the fight or flight response that occurs every time the body is faced with stress, which counteracts the parasympathetic division’s maintenance of the resting state (Martini 2005). Other effects of these hormones in the body include dilatation of the pupil and inhibition of the salivary glands (Porth and Matfin 2010). Glucose secretion from the liver is also stimulated as well as epinephrine and norepinephrine release from the kidneys – which has been discussed to intensify the sympathetic response (Porth and Matfin 2010). Vasoconstriction occurs in the blood vessels and stimulation of the sweat glands cause perspiration (Porth and Matfin 2010). This peripheral vasoconstriction draws the blood away from the digestive tract thus decreasing or inhibiting digestion (Porth and Matfin 2010). Effects of Pharmacologic Agents In the anaesthetic room, the patient was given different medications. The following are the medications given to the patient and their respective effects on the patient’s body. Fentanyl. The patient was given 50 mg of Fentanyl. This drug belongs to a class of opioid analgesics or opioid anaesthetics (Deglin and Vallerand 2008). It is given to the client to supplement the anaesthetic agent that will be administered to decrease pain (Deglin and Vallerand 2008). As a premedication before inducing anaesthesia, fentanyl is usually given intramuscularly at a dosage of 50 to 100 mcg (Deglin and Vallerand 2008). Its mechanism of action is binding to opiate receptors in the central nervous system wherein they increase the action of eukephalins and endorphins by mimicking the effects of these opioid peptides (Deglin and Vallerand 2008). Endorphins are commonly known as the happy hormone because it produces pain relief and feelings of pleasure. Similarly, fentanyl creates a similar effect that results to alteration of feeling and responding to pain (Deglin and Vallerand 2008). The adverse effects of the drug include bradycardia, depression of the central nervous system, hypotension, and increased intracranial pressure (Deglin and Vallerand 2008). Fatal effects include respiratory depression, laryngospasm, and bronchoconstriction (Deglin and Vallerand 2008). These adverse and fatal effects are related to its main effect on the body, which is depression of the central nervous system. Because of its possible life-threatening effects, special precautions are taken when administering the drug to patients with respiratory diseases and problems with the central nervous system. Propofol. Propofol was administered in the patient to achieve anaesthetic induction. Propofol is a short-acting sedative and hypnotic (Deglin and Vallerand 2008). In combination with the effects of fentanyl, this drug allows induction and maintenance of a balanced anaesthesia thus producing an analgesic effect with amnesia. On its own, propofol does not produce any analgesia and requires the supplementation of a narcotic for pain relief (Deglin and Vallerand 2008). Similar with fentanyl, propofol depresses the central nervous system. It decreases the blood pressure as well as intracranial pressure (Finkel et al. 2008). When the patient is on propofol, one of the most important adverse reactions to watch out for among many others is apnea (Deglin and Vallerand 2008). The occurrence of apnea upon anaesthetic induction by propofol is fatal. This drug can cause significant depression of the respiratory system leading to a period of breathing cessation that can last for several minutes (Finkel et al. 2008). This is life-threatening as it can significantly diminish the oxygen supply of the patient that can lead to hypoxia if no oxygen support is given. Vecuronium (Muscle Relaxant). Vecuronium is a muscle relaxant indicated to facilitate endotracheal intubation and to relax the skeletal muscles during surgical operations (De Jong and Karch 2000). It belongs to the drug class non-depolarising neuromuscular blocking agent (De Jong and Karch 2000). Muscle relaxants are usually given after the general anaesthetic agent has been administered. Aside from aiding in anaesthesia, this drug was administered in the client to facilitate his intubation in preparation for surgery and to control ventilation. This drug acts by blocking the neuromuscular transmission thereby paralysing the body and inhibiting muscle contractions produced by acetylcholine (De Jong and Karch 2000). Once muscle relaxation is achieved, the jaw and the larynx become relaxed that makes it easier to insert the endotracheal tube with the least resistance because the gag reflex has already been suppressed (De Jong and Karch 2000). Aside from this, the total muscle relaxation would allow undisturbed tissue handling during the surgical operation. Nitrous Oxide and Isoflurane. Blood pressure was monitored by means of an arterial line inserted into the patients radial artery. This provides constant and accurate measurements of his systolic, diastolic and mean arterial pressure. Anaesthesia was maintained using a combination of oxygen nitrous oxide and isoflurane. Isoflurane is an inhalational anaesthetic agent that is used for maintenance of a balanced anaesthesia (Aschenbrenner and Venable 2008). This drug is commonly administered with nitrous oxide and has a rapid onset of action within 7 to 10 minutes (Aschenbrenner and Venable 2008). Because of its bad odour, administration of the inhalant anaesthetic is slow to prevent coughing and holding of breath. Isoflurane depresses the respiratory system thus respiratory depression is one of its adverse and fatal effects. Increase in dosage administration of this drug causes the tidal volume and respiratory rate to decrease (Finkel et al. 2008). Moreover, isoflurane relaxes the muscles and produces peripheral vasodilation, which causes increased blood flow to the coronary vessels (Finkel et al. 2008). Nitrous oxide is an inhalation anaesthetic as well. However, it differs from isoflurane in such a way that it does not produce muscle relaxation thus providing incomplete anaesthesia (Finkel et al. 2008). Nevertheless, it is a good analgesic and has a similarly rapid onset of action and recovery. Nitrous oxide decreases the required concentration of isoflurane that need to be inhaled to produce a preferred level of anaesthesia (Finkel et al. 2008). The combination of these two gases aids in the maintenance of a balanced anaesthesia in the patient’s surgery. Hemodynamic Changes During the procedure, the observations remained stable with some exceptions; when the femoral artery was clamped, the cardiac output, blood pressure, and heart rate increased. In addition, there were some changes in the tissues below the clamp due to lack of blood supply and oxygen. These changes can be attributed to the altered blood flow and oxygen delivery. First, the hemodynamic status of the client changed because blood flow was impeded at the level of the femoral artery and below. When the artery is blocked, the peripheral resistance increases because there is a greater load systemically. As previously discussed in the earlier sections on factors affecting blood pressure, a stronger peripheral resistance will lead to an increased blood pressure because there is a greater resistance that the heart needs to overcome to pump out the blood systemically (Timby 2008). Also, the presence of a clamped femoral artery will trigger the activation of the sympathetic nervous system as it is under stress. When the sympathetic division is activated, the heart beats faster leading to an increased heart rate (Porth and Matfin 2010), which is seen in the patient. Similarly, cardiac output increases because it is directly related to the measure of heart rate. Since cardiac output is the product of heart rate and stroke volume, when either of the two factors increase, cardiac output also increases. Second, tissue changes were noted below the clamp because of the poor oxygen supply to this area. When the femoral artery was clamped, the flow of blood below that area also stops because arteries are the blood vessels that carry oxygen-filled blood away from the heart into other parts of the body (Porth and Matfin 2010). Since there is no blood supply below the clamp, there will also be no oxygen supply because blood transports oxygen. When there is no oxygen, the tissue will die and the earliest signs of compromised oxygenation that could lead to tissue death include discoloration of the area (Porth and Matfin 2010). Blood Loss About 1000 mL of blood was lost by the patient during the surgery that required blood transfusion. Blood transfusions are performed to people who had massive blood loss similar to the case of the patient. Also, blood transfusions are indicated for patients who undergo major operations because they would really lose a lot of blood because their skin and tissues will be injured during the operation (Ashalata 2006). During blood transfusion, lost blood is re-infused to the patient thus providing an active means to support and maintain homeostatic fluid balance in the patient’s body. Normally, the total blood volume of an adult person is 5600 mL (Ashalatha 2006). In the patient’s case, he lost approximately 18% of his blood. To restore the blood volume to the normal level, blood transfusion is done because the body on its own cannot cope with this big loss. Conclusion The concepts of anatomy and physiology are very important in understanding the changes in the body and its attempts to maintain homeostasis. When there is a change in the body that threatens to disrupt the balance, the body responds in a way to bring back the body to its normal state. In the case of the patient, disruption of homeostasis started with an atheromatous plaque in the artery that occludes normal blood flow. Since the body can no longer restore the artery to its normal state, endarterectomy of the common femoral artery was done to resolve this. Before, during, and after the operation, the body experienced many changes both from internal and external influences. In these changes, the body was in an active state of action toward maintaining homeostasis. List of References Aschenbrenner, D. S. and Venable, S. J. (2008) Drug Therapy in Nursing. PA: Lippincott Williams Wilkins Ashalatha, P. R. (2006) Textbook of Anatomy and Physiology for Nurses. New Delhi: Jaypee Brothers Medical Publishers Carter, P. J. and Lewsen, S. (2004) Lippincott’s Textbook for Nursing Assistants: A Humanistic Approach to Caregiving. PA: Lippincott Williams Wilkins Clancy, J., Baird, N., and McVicar, A. (2002) Perioperative Practice: Fundamentals of Homeostasis. London: Routledge Clark, R. K. (2005) Anatomy and Physiology: Understanding the Human Body. Sudbury, MA: Jones and Bartlett Publishers Coad, J., Dunstall, M., and McCandlish, R. (2005) Anatomy and Physiology for Midwives. PA: Elsevier Health Sciences De Jong, M. J. and Karch, A. M. (2000) Lippincott’s Critical Care Drug Guide. PA: Lippincott Williams Wilkins Deglin, J. H. and Vallerand, A. H. (2008) Davis’s Drug guide for nurses. 11th ed. PA: F.A. Davis Company Dugdale, D. C. (2010) Blood Pressure [online] available from nlm.nih.gov/medlineplus/ency/article/003398.htm [05 July 2011] Eskandari, M. K., Morasch, M. D., Pearce, W. H., and Yao, J. S. T. (2010) Vascular Surgery: Therapeutic Surgeries. Shelton, CT: People’s Medical Publishing House-USA Finkel, R., Clark, M. A., Champe, P. C., and Cubeddu, L. X. (2008) Pharmacology: Lippincott’s illustrated reviews (4th ed.). PA: Lippincott Williams Wilkins Hands, L. (2007) Vascular Surgery. Oxford: Oxford University Press Hoch, J. R., Turnipseed, W. D., and Acher, C. W. (1999) ‘Evaluation of Common Femoral Endarterectomy for the Management of Focal Atherosclerotic Disease.’ Vascular and Endovascular Surgery 33, (5) 461-470 Martini, F. H. (2005) Anatomy Physiology. Singapore: Pearson Education South Asia Porth, C. M. and Matfin, G. (2010) Essentials of Pathophysiology: Concepts of Altered Health States. PA: Lippincott Williams Wilkins Sherwood, L. (2006) Fundamentals of Physiology: A Human Perspective. 3rd ed. Belmont, CA: Thomson Higher Education Singh. (2008) Anatomy and Physiology for Nurses. India: Jaypee Brothers Publishers Smeltzer, S. C., Bare, B. G., Hinkle, J. L., and Cheever, K. H. (2009) Brunner and Suddarth’s Textbook of Medical-Surgical Nursing. PA: Lippincott Williams Wilkins Timby, B. K. (2008) Fundamental Nursing Skills and Concepts. PA: Lippincott Williams Wilkins World Health Organization (2003) Prevention of Recurrent Heart Attacks and Strokes in Low- and Middle-income Populations: Evidence-based Recommendations for Policy Makers and Health Professionals. Switzerland: World Health Organization

Chapter 2 summary of Understanding Comic Essay Example | Topics and Well Written Essays - 500 words

Chapter 2 summary of Understanding Comic - Essay Example Scott made use of this instance to show one of the numerous uses of icons, or images used to characterize a person, thing, place or idea. In this chapter the writer describes that there are three different kinds of icons which are Symbols, including peace symbols, party logos, and the similar, are one type. The letters of the alphabets and mathematical operators and numeric are the second type. The third and the last type of icons are the pictures which are the images designed to actually look like their subjects. The writer looks in detail at the conception of the artistic types that are Language, realistic art and icons and symbols, and the standards behinds these forms. The writer explains that there is a big variation between realism and abstraction, and this chapter explains how the more abstract art of cartoons can often let for a improved expression of standards than to their basic form and focus on only significant details. This basic form also allows a wide categorization of their images, letting more people to willingly understand them and to see themselves in the artwork, explaining why people have such an association with cartoons particularly at a young age. The writer also looks at a number of comics and their creative merit on a degree between ‘reality, sense and the picture plain’ and how diverse position on this scale can create an range of meanings to different people. In the same way, we took a look on how different types of animations or artworks are used in a variety of customs to impact on their audience in definite ways. For example, how Disney would use big eyes and other attractive features on little Simba in the Lion King movie to appeal to the younger audience, or how Japanese manga will use colorful face alterations in an extremely abstract form to appeal to the funny side of the Japanese youths. Fundamentally, the focus of the writer in this chapter was to detail how comics use the

Teaching Literary Strategies in Children's Books Essay

Teaching Literary Strategies in Children's Books - Essay Example Nodelman and Mavis also state that there are many strategies that can be used in order to help children become aware of good literature. According to these authors, the children are helped even more if they also enjoy literature; if they do, they are able to teach their students better. 1.1 What to Teach Nodelman and Reimer suggest that teachers must teach their students the techniques that people who read literature on a regular basis use (34). This basically means that children must learn how to interact with literature by making good choices of what to read and by being motivated to read, because what they read is interesting. As an example, in this author’s opinion, one of the reasons the Harry Potter books became so popular was because children of all ages (including adults) could read and enjoy the books. Readers were motivated to read each book as it came out because J.K. Rowling left something for readers to wonder about at the end of each book. The books are fun, inte resting, and they make the reader want to go to the land of Hogwarts. For some children and adults, Harry Potter may have created an interest in other book series like the Hobbit or Narnia books because they were also interesting and able to take the reader into these far away lands. The research done by Nodelman and Reimer provide several ideas for teaching literary strategies that they learned from observing children and teachers in Britain. Some of these were: Children need to have a variety of literature to read in their homes and parents need to love and read literature also to set the example. Children need to be able to read a variety of literature from comic books to nonfiction and fiction. Teachers should allow students to choose from a variety of literature in their classrooms and children should have a say in the books they want to discuss in class. Parents can encourage their children by becoming familiar with the books their children are reading and talking to them abou t the books. These are a few of the many tips that are available to help teach a love of literature to children. The rest of this research paper will discuss a variety of strategies that have been used to teach this topic. 2 Teacher Strategies for Teaching Literature Helping children learn is a major reason to promote the teaching of literature. The reason literature is important is because it can be used to teach across the curriculum. This discussion begins with Gail Goss, a teacher who combines children’s literature and her students’ interests to help them learn easier. Goss suggests an interdisciplinary approach because it: 1. Increases the student’s curiosity in a subject and makes them want to read. 2. By using several content areas, students make a connection between any of their subjects. 3. This allows the teacher to provide â€Å"real world† activities like â€Å"researching, collecting and synthesizing data †¦ narrative reports, and it he lps to connect students with real world situations† (Goss 4). Goss uses the theme of cats to work with her students and uses a variety of literature about cats. As an example, she uses the books Puss ad Boots and Cats of Myth to teach grammar. Children

Interpretive exercise Assignment Example | Topics and Well Written Essays - 1000 words

Interpretive exercise - Assignment Example There are several different ways that the word is translated. It can be translated meaning benefit or bounty—as when someone prays, etc. Grace can be an expression of thanks—whether for benefits, services, or favors. Grace can also mean some type of recompense or reward for having done a very good job. Another way in which grace could be used would be to talk about the actual token or proof or benefit that grace provides. Of course, grace could also mean the spiritual condition in which one finds oneself where one is guided by the power of divine grace. Grace can also mean those things which are they themselves due to grace having been part of their lives. Grace is also known as an exercising of the Christian virtues. Grace keeps one. Grace strengthens one. Grace is supposed to increase us in the Christian faith; grace is supposed to undergird our knowledge and inform our affections, kindling us to do good works. Of course, in this passage to the Ephesians, Paul is maki ng an exhortation that we not only take the grace that has been bestowed upon us by Christ, but this is a call to action helping everyone realize that we are not to take that grace for granted as Christians. Grace affords us joy. It gives us pleasing moments and moments of delight, sweetness, loveliness, and of course charm. The way Christians act should be undergirded by graceful speech, with goodwill, lovingkindness, and a favor that we can extend to others by simply making a pathway to lead a gracious life, thankful for all that we have and all that we are and all that we do. Matching Up Meanings and Translations The question could then be raised, â€Å"Does the author’s argument in the book suggest a meaning?†2 For, living the Christian life is not just about being a poser saying that one loves Jesus. Because, ultimately, it is not merely enough to declare that one has been absolved of all sins and then go out and do whatever one wants. One must live a life that is pleasing to God in any and all aspects of our lives. Next we had to match up these meanings and translations with the Scripture verses in which each appears. It was quite extensive, but basically we saw the same pattern reoccurring over and over again. It has been said that mercy is not getting something you deserve, while grace is getting something that you don’t deserve. It’s important to know the difference. As has been aforementioned, there are a great wide variety of meanings that have come to be associated with what grace is—as well as what grace is not. â€Å"By faith are ye saved by grace† is one of the calling cards of the New Testament in Ephesians 2:8a, from the King James Version. Grace comes from the Greek root â€Å"charis,† and lends itself to the word charity, which does not just mean handouts being given to a bum out on the street—but charis is also the root word for charity, which also can mean â€Å"love.† Colossia ns 3:16 in the King James Version also states, â€Å"Let the word of Christ dwell in you richly in all wisdom; teaching and admonishing one another in psalms and hymns and spiritual songs, singing with grace in your hearts to the Lord.†3 In this case, grace most definitely appears to mean ‘love.’ But, as it may come as no surprise that Paul also wrote this Letter to the Colossians, he is definitely

Trends And Scenarios In The Airline Industry

Trends And Scenarios In The Airline Industry The Airlines is one among the inventions that had changed the way how people live and experience the world. In due course of time it has now become impossible to imagine business and leisure travel without air travel. The airline industry exists in an intensely competitive market. In recent years, there has been an industry shakedown, which is expected to the trend towards expanding domestic and international services. The airline industry is classified into four categories: International, National, Regional and Cargo. Airlines industry facilitates economic growth, world trade, international investment and tourism and so plays a key role in globalization making it a large and growing industry. Air travel (both business and leisure) has grown by around 7% in the last decade. Business travel has grown as companies having global presence in terms of their investments, their supply and production chains and also their customers. Availability of aircrafts at affordable prices backed by increased tourism had led to rise in leisure travel. Overall in terms of regions in developed regions like Europe and North America a slower growth is seen when compared to developing regions like Asia Pacific. Airlines profitability is closely tied to economic growth and trade. So based on the GDP growth the demand for airplanes and the air travel will increase. So during 1990-1995, the industry suffered from world recession and the air travels were further lowered by Gulf War. Thus financial difficulties impact airlines/aircraft industry. Deregulation is also stimulating competition, such as that from small, low-cost carriers. Some of the Key terms and ratios for airline industry are listed below. Available Seat Mile = (total # of seats available for transporting passengers) X (# of miles flown during period) Revenue Passenger Mile = (# of revenue-paying passengers) X (# of mile flown during the period) Revenue Per Available Seat Mile = (Revenue) / (# of seats available) Air Traffic Liability (ATL): An estimate of the amount of money already received for passenger ticket sales and cargo transportation that is yet to be provided. Load Factor: Measures the percentage of available seating capacity that is filled with passengers. Analysts state that once the airline load factor exceeds its break-even point, then more and more revenue will trickle down to the bottom line. Airport capacity, technology used, structuring routes and costs to buy or lease the aircraft are very vital for the industry. In addition Weather, Fuel Cost and Labour also play an important role. The industry has to realise the need for a radical change to sustain and also ensure growth and prosperity for their survival. Currently many cost cutting measures are being adopted in the industry. Also to meet the requirements of customers and elevate to customer delight from mere customer satisfaction the industry players concentrate on the quality of service that they offer, both on the ground and in the air. The key challenge is to ensure meeting of customer requirements and at the same time make effective cost cutting measures and continuously being efficient and competitive and profit making. Nevertheless, the aviation industry is characterized by strong nationalist sentiments so in many places despite globalisation airlines will face limitations on where they can fly and restrictions on their ownership of foreign carriers 10 aviation myths More runways are essential Environmental organisations try their best to price people off planes International agreements make the ending of aviations privileged tax free status (including tax-free fuel) become impossible The external costs of the industry are met through Air Passenger Duty (APD) Building new runways has clear economic benefits Aviation helps the UK tourist industry We may be able to fulfil our international obligations with regards to climate change and still have uninhibited growth in aviation and airports We can lessen the damage done to our environment, heritage and countryside that has been caused by aviation and airport expansion and also compensate for the same Airports can expand and we can still meet EU air quality standards Technology has delivered significant environmental improvements in the past and will continue to do so Emerging Markets The Asia-Pacific region and Middle East are the emerging markets in airline industry. They are expected to experience a higher traffic growth and expand rapidly. For better analysis please see the graph below: Regional traffic growth (% change year-on-year): 2009 to 2012F Note: (Data by ICAO (International Civil Aviation Organisation)) Chief Characteristics of Airline Industry Capital Intensive: Its a capital-intensive business which requires huge amounts of money to operate effectively. This industry requires capital for expensive equipments like aircrafts, maintenance systems, control towers, simulators etc. Labour Intensive: Airlines need personals like pilots, crew members, security guards, cleaners, engineers etc. Its a very labour-intensive industry and nearly 1/3rd of the revenue is used for the payment of workforce. Thin Profit Margin: The profit margin is very thin in this industry. It averages to about 1-2% only. Seasonal: Earlier airlines used to see a heavy load during summers (because of vacations) and a relatively lesser load during winters. The seasonal factors results in rise and fall of airline revenues over the course of the year. Over the years the seasonal effect has reduced to a greater extent. History and the Current Scenario of the Indian Aviation Sector Genesis of Indian Airline Industry 1932: Mr. J.R.D.Tata flies a De Havilland Puss Moth from Karachi to Mumbai as part of the first Tata Sons Ltd. Flight to deliver mail carried by British Imperial Airways 1948: Govt. of India acquires 49% stake in Tata Airlines, designated it a flag carrier and renamed it as Air India International 1953: Jawaharlal Nehru, in friendly transaction, convinces the Tata group to let the Government of India acquire a majority stake in Air India International and nationalizes air transport 1953: Indian Airlines formed by merging eight former independent domestic airlines 1960: India enters the jet age with an Air India B707. USA and India are connected for the first time with an Indian Airline 1990: East West Airlines becomes the first private airline since 1953 After 1991 1991: Private airlines were allowed to provide the service under air taxi scheme to operate chartered and non-scheduled services. 1994: Private airlines permitted to operate as scheduled air service providers. 2003: Air Deccan lowered down the fares to 17% of previously charged rates thus introducing the concept of budget airlines in India. Consolidation The under-pricing of tickets due to the intense competition and the increasing number of budget carriers resulted in losses to the budget carriers as well as to the entire aviation sector. Consolidation was looked as the single way out which would lead to less competition and stable fares. The main reason for the increasing costs and reduced efficiency and flexibility for the Indian aviation sector was poor Airport infrastructure and manpower shortages. In 2007, there were 13 scheduled carriers which was estimated that this number would fall to 8-10 by 2010 in this fragmented Indian domestic aviation sector and the estimation is almost true considering the current scenario of the aviation sector. 2007: Jet Airways announced that it would buy Air Sahara for US$500 million 2007: Air India and Indian Airlines merged into one entity named NACIL 2008: Kingfisher-Deccan deal was the third alliance in the Indian aviation sector. Current Scenario of Aviation Industry The Indian Aviation Industry, being one of the worlds fastest growing aviation industries, has a compound annual growth rate of 18%. There are 454 airports and airstrips in India, of which 16 are international airports. As of May 2006, private airlines accounted for more than 75% of the sector of the domestic aviation market. The Indian aviation sector saw an increase in revenue by nearly US$ 21.4 million in December 2009 due to increase in traffic movements. Moreover, the Airport Authority of India may gain better margins in the near future as predicted by Ministry of Civil Aviation. These have been attributed primarily to the boost in the share of revenue from Delhi International Airport Limited and Mumbai International Airport Limited. According to a report released by the Ministry of Civil Aviation the number of passengers carried by domestic airlines rose from 67, 61, 000 to 80, 56, 000 for the period January February 2009 and January February 2010 respectively. The increase in passenger marked a growth of 19.2% for the aforementioned period. Some of the factors that have resulted in higher demand for air transport in India include the growing purchasing power of middle class, low airfares offered by budget airlines, the growth of tourism industry, increasing outbound travel from India and overall economic growth of India. Besides this, Indian airports are being ranked among the top airports of the world. The Hyderabad International Airport now ranks amongst the top 5 Airports in the world as per the annual Airport Service Quality passenger survey. The other airports to figure in the top 5 are the ones at Seoul, Singapore, Hong Kong and Beijing. There are even talks going on between India and United States to make the country an aviation hub. The Airport Authority of India is set to spend over US$ 1 billion in 2010, towards modernization of airports. The civil aviation ministry has also converted Delhi airport into an international hub for passenger airlines to help the airport utilize large amounts of additional capacity. The investment policy of India in aviation industry currently allows FDI up to 100% under the automatic route for green field projects and for existing projects, FDI up to 100 % is allowed; upto 74% under the automatic route and beyond 74% under the government route. Potential for Growth Despite the slowdown and slow recovery, Indian Aviation industry sector still continues to look promising. This is primarily due to the burgeoning middle class with increasing massive purchasing power, low cost carriers providing services at very attractive low fares, the growth of Indian tourism and increasing outbound travel from India. In addition, the Government has planned to modernise non-metro airports, phasing out new international routes, putting into place new airports and renovating existing ones. Experts are estimating the growth of industry as high as 25% YoY. Since 2006, most of the major Indian airline operators such as Air India, Indian Airlines, Jet Airways and Kingfisher Airlines have reported large losses, reason being high aviation turbine fuel (ATF) prices, rising labour costs and shortage of skilled labour, rapid fleet expansion, as wheel as intense price competition. Adding to all these problems are the new players entering the industry even before the existing players could stabilize their operations. As a result, all the airlines suffered even further when the recession hit. Even then also the Indian aviation industry has been more prone to crisis as compared to their global counterparts and thus, India has the highest passenger growth rate among the entire airlines sector in the world including economies like Australia and France. The total number of passengers travelling by air will be a whopping 400 million by 2020. To meet with this accelerated demand, existing players need to increase fleets and broaden their reach including regional destinations as well. They are also going to get the competition from international low cost airlines like Air Asia (Malaysian) and JetStar Asia (Australian). Flight into the future As estimated by the Centre for Asia Pacific Aviation (CAPA), by 2011, the Indian aviation sector is likely to cross the mark of 60 million domestic passengers, whereas the total number of passengers i.e. both domestic and international is expected to cross the 100 million-mark over the next three years. India is gearing up for heavy investments in the aviation sector of India. According to the Investment Commission of India, Investment opportunities of around US$ 110 billion by 2020 are now being predicted. It is estimated that about US$ 80 billion will go towards purchase of new aircraft and US$ 30 billion for the development of airport infrastructure. Over the next 10 years, the Indian aviation sector will try to cash in on the potential to grow by 25% annually, as said by Praful Patel, the Minister for Civil Aviation. Also it could attract the highest investments among all the industries in India i.e. an amount up to $45 billion. India needs improvements in services offered, huge number of skilled personnel and to stop already experiencing shortage of pilots and thereby problems like direct and indirect employment. Hence, India can look at this time to play a transforming role in this sector, as it holds great promise for development as well needed for the Indian economy to grow at a faster rate. Major players in domestic market Indian Kingfisher Airlines Ltd. Full Fare Airlines Jet Airways Ltd. IndiGo Jetlite Budget AirlinesSpiceJet Paramount Airways Go Air Kingfisher Red Current Market Shares Challenges faced by Airline Industry 1) Rising Aviation Turbine Fuel (ATF) Prices: ATF prices form about 40% of the total operating costs of airline industry. As fuel prices climb, a trend of airline stock prices going down has been noticed. The rising fuel prices make it difficult for airlines to increase profits and they are forced to increase the air fares. 2) High input costs: Input costs are high due to:- Various taxes by State Governments and on repayment of interest on foreign currency loans taken for purchasing aircrafts due to which some airlines are under high debts . Due to shortage of technical personnel, manpower costs are also high. 3) Decreasing returns: After the advent of Low cost carriers, the legacy carriers were forced to decrease their prices and thus profits were impacted. With the ever-increasing competition, there is a price war that is giving low returns to all airline operators. 4) Employee Management: Training, recruiting and retaining talented employees is a major concern due to shortage of skilled personnel including pilots, unionism and cut-throat competition. After- recession effects like retrenchments, salary cuts along with no-new-hiring policy, strikes by Air India and Jet Airways staff etc. has made this task even more challenging. 5) Infrastructure Upgradation: The infrastructure upgradation progress in India is far behind the western countries. While steps are being taken to upgrade major airports in Hyderabad, Delhi and Mumbai, another issue that is yet to be fully addressed is security. Proper airline scheduling and passenger handling is another task besides physical and IT infrastructure. Attracting private sector investments and implementing the planned projects efficiently is a concern. 6) Overcapacity: There has been excess capacity of aircrafts that were ordered to increase market share before the global slowdown but were delivered after the same. 7) Regional connectivity: Though there is excess capacity in some airlines, some areas are still not well connected due to poor infrastructure. The airlines have to concentrate on building remote regional connectivity other than concentrating only on metros. 8) Environmental Regulations: The carbon emission and fuel efficiency standards have to be met by technology investments and commitment. RD on bio-fuels, that have the capacity to reduce aviations carbon footprint by up to 80%, needs to be carried forward aggressively. 9) Congestion: Due to increased passenger traffic and cargo growth, there has been congestion on major routes on airports like Hyderabad, Delhi and Mumbai etc. This has to be tackled effectively by either expanding capacity or creating new airports. All this needs real strategic planning in the industry with technological innovations and best management practices. global scenario and trends In the past decade, travel by air has increased by 7% per year, for both business and leisure. Large aircrafts like the Boeing 747 have made it convenient for people to travel at affordable costs. Governments in developing nations give impetus to the development of infrastructure to lure tourists from prosperous countries and add to their national economies. Besides tourism, business travel has grown considerably owing to the rapid growth of world trade in goods and services. Some airlines are owned by the state. The ones that are independent are vulnerable to economic uncertainties. Changes in the regulations of the governments and the presence of an intensely competitive market have led to many hardships in the industry Commercial flights began within a decade of the invention of aircraft in the early 20th century. There was a surplus of aircraft and pilots worldwide after world wars I and II. DELAG, Deutsche Luftschiffahrts-Aktiengesellschaft, the worlds first airline, was founded on November 16, 1909 with government assistance, and operated airships manufactured by The Zeppelin Corporation. Its headquarters were in Frankfurt. By the 1950s, airline companies created the framework of international travel and commerce that exists to this day. The Airline industry is highly unionised viz. there exist multi-unions. The industry is highly regulated in terms of routes, hours of work, etc. De-regulation in US in 1978 and in Europe in 1990s and again 2007/08 has removed control of the government over fares, routes and has marked the entry of new low cost airlines in US, Europe and now India and SE Asia. In Europe, major players like Iberia, TAP, Alitalia, KLM, Air France, Lufthansa were all once state-owned. The aviation industry is governed and set apart by strong nationalist sentiments towards a countrys domestic flag carriers. In many parts of the world, airlines will, therefore, continue to face confines on where they are allowed to fly and restrictions on their ownership of foreign carriers. The global airline industry being high competitive has resulted in huge cumulative losses. Many airlines have either gone bankrupt or have collapsed. For example, Sabena, Swissair, Alitalia, Delta, United. future trends Worldwide economic activity, reflected in the global gross domestic product (GDP), is the most powerful driver for airplanes demand. The global GDP is projected to grow at an average of 3.2 percent per year for the next 20 years. Reflecting the economic growth, worldwide passenger traffic will average 5.3 percent growth and cargo traffic will average 5.9 percent growth over the forecast period. The above graph represents the growth in the future. However, this growth can be achieved only if the surging price of fuel is controlled as it directly affect flight schedules, ticket prices and services offered. So order to survive airlines need to become more lean and mean by addressing issues like rising costs, constraints on revenue growth and increasingly dissatisfied customers. Now we need to understand that three features are vital. That is services that give customers more control over their journeys, an infrastructure that can be easily changed to cope with variations in demand and greater collaboration among travel providers. The 5 technological innovations that can help the industry deliver the above mentioned features are Self-service solutions: Its a cost cutting measure but now gives the passengers the choice and control they want Integrated baggage handling: Using IT systems and process and technologies like RFID together and thereby speed up at the same time efficiently handle the security checks for the customers baggage. Shared Services: There are three levels of shared services. One is share commodity application which reduces infrastructure costs. Next is common service hosting, which allows applications to be used by the partners and other clients. Then finally traditional application hosting, which enables multiple clients to use commodity applications as per their usage rate. Modular, flexible airport operating systems: Airports need to improve their operating systems and have a modular, flexible architecture so has to improve the efficiency and contribute to growth. New Security Technologies: Identity management solutions like finger print matching etc. and other such improved techniques have to be employed as the threat of terrorism is growing. Thus with all such measures we can expect a good growth in the airline industry. Opportunities The rise in low cost carriers and increasing disposable income of consumers with the growing population of youth working generation, especially in metros, all give rise to tremendous opportunities to the aviation industry- 1) Enhancing non-aeronautical revenue streams and Airport retailing: Revenues from vehicle parking, advertisements, shop rentals are being targeted with increased modernisation of airports and attracting international luxury brands for a 24/7 shopping experience for the customers. E.g.- New airport terminals such as the T3 in New Delhi. 2) Airport development through PPP: The restructuring of airport infrastructure for metro and non-metro airports, developing Greenfield airports by attracting large private investments is a part of governments Eleventh Plan, where it expects an investment of around US$ 6.5 billion. This would fulfil the gaps to build world-class user-friendly airports with modern technology and provide airport capacity ahead of demand. 3) Bio-Fuels: Instead of focusing only on crafting fuel-efficient engines, manufacturers of aircraft (like being done by Boeing and Airbus),can focus on developing sustainable bio-fuels that can protect them from wavering profits due to rising fuel prices. 4) Maintenance, repair and overhaul (MRO) business: This offers high investment and business potential. An Ernst Young report says that the MRO business in the aviation sector can absorb investments of up to US$ 120 billion 2020. Air India has signed an agreement with GE Aviation, a unit of General Electric Co. (GE), to set up a $90 million facility to maintain aircraft engines in Mumbai. 5) Private Jet market: With increasing number of billionaires in the country and the glamour quotient attached to airlines, the private jet market in India is a great business opportunity. The government is also considering permitting private airstrips in the country. 6) Heli-tourism and Commonwealth games: A major portion of visitors during the Common wealth games including spectators, athletes and coaches will travel via airlines. Tourism to various parts of India can be boosted at the same time by heli-tourism or attractive offers by airlines connecting major tourist spots. 7) Exploring alternate revenue streams: Air Cargo operations Ground Handling opportunities lie in offering comprehensive ground-handling solutions,3rd party handling and service contracts with private airports.E.g- AI-CIAL at Cochin Training will be needed for pilots, airhostess, engineers, cabin crew, technicians, ground staff which is a huge business opportunity considering the demand for aviation jobs. Internet business can be leveraged for e-ticket bookings thus saving agent commission costs and airline websites can pose as one stop shops for all travel related information thus boosting revenues. Emergency medical services (EMS) business Eurocopter, a division of EADS which is world leader in the field of aerospace defence and related services, is looking forward to entering the emergency medical services (EMS) business in India. Leading hospital majors like the Manipal group and the Apollo group are being considered for the purpose. The company operates around 480 helicopters in India that cover both the civil and military sectors. The company also plans to increase its business area by entering the heli-tourism sector.

The Skills and Qualities Necessary Required to Establish and Maintain a

The Skills and Qualities Necessary Required to Establish and Maintain an Effective Working Relationship In this essay I have chosen to explore the skills and qualities required to establish and maintain an effective working relationship with my mentor in practice in the role of supervisee. I will discuss communication skills, willingness to learn, self-awareness, assertiveness, open-mindedness, reflective skills as criteria of mentee to establish working relationship with mentor. The term mentor originates from Greek mythology, was first introduce in academic and business world of north America (Laurent 1998) used in United Kingdom with the implementation of project 2000 in the national health service (Bracken 1989) to help smooth transition from student to professional. (Philips et al 1996, Grey M and Smith1999). The dictionary defines a mentor as a trusted counselor or guide. A mentor is generally an influential, experienced individual with whom mentee establish a personal relationship and who actively helps mentee reach their goals. The terms mentorship are designated to staff nurses who engage in a multitude of roles supporting student nurses in the clinical setting. (Quinn2000). And reducing the theory practice gap (Earnsaw 1995). Mentorship is a mechanism that promotes safe and effective practice, maintains standards and accountability, and develops nurse practitioners autonomy. Proctor (1998) has grouped supervisees' skills under three functions: formative, supportive and normative. Supervisee should be keen, capable, trustworthy, attentive, ... ...ellor:Acyclical Model. 2nd Edition. London. Roultedge. Power S (1999) Nursing Supervision. A guide for clinical practice. London: Sage. Proctor (1988) supervision: a working alliance. London: Alexia, Scanlon C, Weir W S (197) learning from practice? Mental health nurses' perceptions and experiences of clinical supervision. Journal of advanced nursing 26,295-303. Watson N. A., 1999. Mentoring today-the students' views. An investigative case study of pre-registration nursing students' experiences and perceptions of mentoring in one theory/practice module of the Common Foundation Programme on a Project 2000 course. Journal of Advanced Nursing 29, pp. 254-262. Wong S (1979) Nurse teacher behaviour in clinical field:Apparent effects on nursing students' learning. Journal of advance learning, 3 ,369-378 The Skills and Qualities Necessary Required to Establish and Maintain a The Skills and Qualities Necessary Required to Establish and Maintain an Effective Working Relationship In this essay I have chosen to explore the skills and qualities required to establish and maintain an effective working relationship with my mentor in practice in the role of supervisee. I will discuss communication skills, willingness to learn, self-awareness, assertiveness, open-mindedness, reflective skills as criteria of mentee to establish working relationship with mentor. The term mentor originates from Greek mythology, was first introduce in academic and business world of north America (Laurent 1998) used in United Kingdom with the implementation of project 2000 in the national health service (Bracken 1989) to help smooth transition from student to professional. (Philips et al 1996, Grey M and Smith1999). The dictionary defines a mentor as a trusted counselor or guide. A mentor is generally an influential, experienced individual with whom mentee establish a personal relationship and who actively helps mentee reach their goals. The terms mentorship are designated to staff nurses who engage in a multitude of roles supporting student nurses in the clinical setting. (Quinn2000). And reducing the theory practice gap (Earnsaw 1995). Mentorship is a mechanism that promotes safe and effective practice, maintains standards and accountability, and develops nurse practitioners autonomy. Proctor (1998) has grouped supervisees' skills under three functions: formative, supportive and normative. Supervisee should be keen, capable, trustworthy, attentive, ... ...ellor:Acyclical Model. 2nd Edition. London. Roultedge. Power S (1999) Nursing Supervision. A guide for clinical practice. London: Sage. Proctor (1988) supervision: a working alliance. London: Alexia, Scanlon C, Weir W S (197) learning from practice? Mental health nurses' perceptions and experiences of clinical supervision. Journal of advanced nursing 26,295-303. Watson N. A., 1999. Mentoring today-the students' views. An investigative case study of pre-registration nursing students' experiences and perceptions of mentoring in one theory/practice module of the Common Foundation Programme on a Project 2000 course. Journal of Advanced Nursing 29, pp. 254-262. Wong S (1979) Nurse teacher behaviour in clinical field:Apparent effects on nursing students' learning. Journal of advance learning, 3 ,369-378

High School vs College Essay

A good education is an important part of one’s life. To achieve a good education, one should attend both high school and college. Although some people think high school has a lot in common with college, I find them to be very different. After graduating from high school, I enrolled into college and noticed that there are many differences between them. A few of these differences include the amount of work given to the students, and the attitude and responsibilities of the teachers and students as well. First of all, high school is the first step to a higher level of learning. This place equips us with the proper knowledge needed in order to survive college and other higher levels of learning. The topics being taught in high school are generalized in basic Math, Science, English, foreign languages, and many other subjects. The students are more relaxed and their responsibilities are not that complicated and heavy in a sense that there are fewer requirements and their due dates are not immediate. High schools have been criticized for not giving enough homework or assignments to its students. The main contrast between the two educational institutions is the workload that is given to the students by the teachers. While I was attending high school, I could go days without having any homework during the entire week. High schools are characterized for assigning a single homework assignment or task per class or even per day. On other hand, there are many ways in which the attitudes of the teachers in high school differ from the attitudes of the teachers in college. In high school, the majority of the teachers seem to be stricter and have more rules for the students to follow. High school teachers are responsible for making sure each student obeys those rules to the fullest extent and carry out disciplinary ac tions for those who do not obey them. One example in which a teacher has taken on a disciplinary action was when students were tardy or skipped their scheduled class, the students usually received detention along with an â€Å"F† for the day. I have also noticed high school teachers have strict rules to obey given to them by a higher authority. These rules include no eating or drinking in class, and sometimes not even chewing gum. Another way in which the attitude of the teachers differ is that in high school the teachers seems to be more responsible for what they say and have to make sure they do not curse or say something that can offend a student. If a high school teacher offends a student, the  student has the privilege to complain to the principal, and most of the time the teacher has to take full responsibility. Furthermore, the attitude of students in high school and college also differs greatly in ways such as their dedication to schoolwork and to learning. High school students believe they most attend to class because they are being forced by the law or because their parents insist them to attend, and not because it helps for their future. The majority of high school students start the school year with excitement, but as the time goes, they become frustrated and bored. They begin questioning why they are in school, or what the purpose of doing homework is. While I was in high school, I had the opportunity to notice that many students prefer to goof during class time rather than doing their assignments. For the most part, high school students do not take their courses as seriously as they should. Moreover, there is always a class clown or someone tending to sleep, or even carrying a private conversation with other classmates during lectures. In contrast to high school, college is very specific and cautious about studying. In college, I was told by one of my instructors that a college student is expected to study for three hours a week, per credit. The subjects a student will learn and discuss are much more specific since you finally chose a career path you will take in the future. College students are notorious more mature, but also more responsible causing their workload to be more complex and heavier. Responsibility encourage changed for the simple fact that the curriculum is much more tedious and complicated due to the detailed topics that are discussed regarding your chosen career path. A college student may be given several tasks or homework assignment to do all that the same time for one class. For example, as a college student I have been given several pages to read from a text and a seven hundred word paper as well. Although colleges requires attendances and many of them try to enforce it; some teachers do not. While I am attending college, I am now able to see the difference between how there are some teachers who feel it is the student’s responsibility to come to class or not. If a student chooses to skip the class, the teacher will rarely say something to the student. However, even if colleges instructors are considered more flexible than any other teachers, students usually get an â€Å"F† for the day in which they are absents. Colleges provide a huge variety of freedom and independence to its students  because they believe students should be mature enough to make their own decisions on whether to attend a class or not. In contrast to high school teachers, college instructors are even able to say almost anything they want regardless of whether it offends someone or not such as in the occasion when a college instructor said, â€Å"We don’t need more black people around here† during one of his lectures. By the time students get accepted at colleges, most of them already know their educational goals. Through my time spent in college I have realized students have the mindset to succeed in college because they want to be able to achieve their goals. People who decide to attend to college are working towards obtaining a higher level degree, and not just to play around on campus, or to waste their time pretending to pay attention. This is a higher level of learning, thus, requiring more time, and effort as well as devotion to studies. High school and college are very important in the educational processes because often one cannot get a good job without a well-developed education. This education frequently comes from having a high school diploma and a college degree. Although high school and college carry some of the same features; they also have several differences between them. Some of the ways which high school and college differ include the amount of work given to the students, the teachers’ attitudes and responsibilities, and the students’ attitudes and responsibili ties as well. High school and college play important parts in the lives of many people although they may be thought as similar, they also differ in several ways.

Apple

Choose an Emirate company of your choice and discuss its supply chain strategy. You need to cover the point while paying attention to the nature of its business; its monitors and future development of the business. . Choose a project of your choice which is related to the company you work for and discuss all important aspects that are associated with its achievement. Underline potential critical path, potential factors that affect the process management of your selected project. Lastly, bring forward your own recommendations in view of successful project management. Assessment criteria Structure: need to pay attention to clearly plan the ideas in logical manner that is insistent with the core topic.The basic parts-introduction, body and conclusion- must be underlined 2. Analysis: must pay attention to discussing all core ideas with appropriate link between theories and practice. There must be a clear link between the case study and the application of information conveyed by theory re lated to the topic discussed 3. Presentation: group involved in preparing the topic must show cohesive involvement in the preparation of all parts of the assignment. Apple Choose an Emirate company of your choice and discuss its supply chain strategy. You need to cover the point while paying attention to the nature of its business; its monitors and future development of the business. . Choose a project of your choice which is related to the company you work for and discuss all important aspects that are associated with its achievement. Underline potential critical path, potential factors that affect the process management of your selected project. Lastly, bring forward your own recommendations in view of successful project management. Assessment criteria Structure: need to pay attention to clearly plan the ideas in logical manner that is insistent with the core topic.The basic parts-introduction, body and conclusion- must be underlined 2. Analysis: must pay attention to discussing all core ideas with appropriate link between theories and practice. There must be a clear link between the case study and the application of information conveyed by theory re lated to the topic discussed 3. Presentation: group involved in preparing the topic must show cohesive involvement in the preparation of all parts of the assignment. Apple * History: * Apple is a company which produces computers and technological products like computers, mobiles . On April 1, 1976, the Apple computer was established . Steven Wozniak, a high school drop-out who worked for Hewlett-Packard, dabbled in computer-design and created what would become the Apple I. His high school buddy Steven Jobs, also a drop-out, worked for Atari and convinced him that the two should form a company to market the new computer, which eventually took off in 1977 with the Apple II. * * By 1980, the Apple III was released and their company employed several thousand workers.It began in Egypt in 1990 and produced their products in 1991. It began to produce the first computer Mac in Egypt but there is a disadvantage that faces the company in Egypt which is the high cost! * * The computers in this time were sold by 60,000 to 70,000 so few people bought it. The owner of the Egyptian company is called Mohamed Medhat . The company also in Egypt began to produce this com puter. In 1991 the company produces approximately by 1500 prices only. The company in Egypt doesn’t correct their wrong and still the high prices of computers raises up. * In 1991 the price of iMac is 35,000 L. E. It is too much. In 1992 Apple Company makes a high loss, because of the high prices. So they began to think in another way to reduce the cost of the company. They reduced the cost to half but they also made a lot of losses. Steve is still thinking how to save the company and began to make profits. * * * Mohamed Medhat followed him in his steps to save the company in the Middle East because in this time the only branch for Apple Company in the Middle East in Egypt only in this time, but now in Egypt and UAE.They began to produce new products by low cost so they can save their company and began to make high profits. Now in 2012 apple makes a great successful product than Microsoft and become the leader of the technological market Apple Company produces a lot of unique products like: Macbook _Macbook ProMacbook Air| Next-generation quad-core and dual-core Intel processors. The 13-inch MacBook  Pro now features a 2. 4GHz Intel Core i5 processor or the fastest dual-core processor available — the 2. 8GHz Intel Core i7. With Turbo Boost speeds up to 3. GHz, these processors allow the 13-inch MacBook  Pro to perform up to twice as fast as the previous generation. 1But we couldn’t leave fast enough alone. The new 15- and 17-inch models bring quad-core power to almost everything you do. The available 2. 5GHz quad-core Intel Core i7 processor — with Turbo Boost speeds up to 3. 6GHz and up to 8MB of shared L3 cache — enables these MacBook Pro models to run applications up to twice as fast as their top-of-the-line predecessors. 2| iPad ( 3G – Wifi)| In work Mail, Calendar, Notes, and Safari in a beautiful, thin and light design, so you stay productive anywhere.With easy, secure integration into business environments a nd a robust platform for app development, iPad is ready to start working when you are. In Education iPad inspires creativity and hands-on learning with features you won’t find in any other educational tool — on a device that students really want to use. Powerful built-in apps and apps from the App Store let students engage with content in interactive ways, find information in an instant, and access an entire library wherever they go. And now, with the introduction of Multi-Touch textbooks, iPad takes learning to a whole new level. iPod (Classic – Touch-Nano)| It used for listening music and people can also watch some movies. | Services: If we talk about the apple’s services . the company give to there customer a good services through selling the product and after purchasing the product . apple’s services contain (warranty on it products for along time (between 1 to10 years ) , hardware services for instance , mousse , keyboards , monitor , track pa d , printers, hard disk and Etc. . the services contain software services also , for instance operating system (OSX ) . that’s some services after purchasing . n other hand the service before purchasing . the sales person give the full information about the products to customers , make an offers to attract more and more customer , for instance in 2011 , there are many offers which the company made ,for example , to buy I phone and get I pod Nano with full accessories . and another one to buy any laptop and get ( software and full applications for free during the offer period) in usually you should to buy them software with 250 L. E and applications with 650 L. E . so it is very attractive and good offer . Apple company provide a good packaging to save it’s products .Vision Of Apple : Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Mission Of Apple: Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.Apple campaign for I phone 5: This is the last marketing campaign for the newest product will be in the market next summer . This advertising tell the customer for a new generation of I phone ( I Phone 5 ) with a new feature and quality . the advertising tell the customer . the new I phone is totally different from the I phone 4 , 4S and has a changes in every things . This Advertising show that apple was more interesting and focus on its segment and target it seriously . using the full capacity to stratify the targeting market SWOT analysis for Apple company:Strengths : apple OSX ( op erating system ) is more strengths than PC , the OS of apple no virus can hit it and can work on it for along time , Apple OSX support the graphic programmer so the designers use the Apple OS , because it more professional and fast . OSX is a heavy duty operating system , can use for along time without corruption or errors , and other Strength point is Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.Weakness : Apple prices . the cost of apple products is very high so it can’t compete in the Market . Dell and HP compete it by the same products but with less prices . so it represent a big weakness point face the company in Egypt . other point , the there is a big problem in I pod Nano screen . the production team discover this problem after produce the product , so this problem lead to spend a lot of dollars to solve this problem , In addition this problem led the company to increase the price of music download form I Tunes . this led apple to spend by 10 million dollar to fixed this problem .Opportunity : Apple has the opportunity to develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system. A version of Apple's iTunes music store has been developed for the phone so users can manage the tracks they store on it. Downloads are available via a USB cable, ands software on the handset pauses music if a phone call comes in. New technologies and strategic alliances offer opportunities for Apple.Threats : The biggest threat to IT companies such as Apple is the very high level of competition in the technology markets. Being successful attracts competition, and Apple works very hard on research and development and marketing in order to retain its co mpetitive position. The popularity of iPod and Apple Mac are subject to demand, and will be affected if economies begin to falter and demand falls for their products. PESTEL analysis: Economic : apple company effected by the economic situation , the economic crises effect on the company production and company sales . he apple products have a high cost so it has a big related with the economic . ,for example, the company after the revolution , recorded a big loses in its sales and profit . after the revolution people avoid to buy the luxury products like I pod and I pad . apple recorded in 2011 loses in Egypt more than 50 Million . and in the economic crises in USA . apple recorded loses by 700 Million dollar . Technology : apple company strongly effected by technology factor , the company should to has the final technology tools that the world use it in this time . pple company every time develop their products with new feature and technology , for example I phone developed to 3GS t o 4G and finally 4GS and 5G soon . other products like I pad develop it to work with the third generation of communications (3G) . apple now is the best company all over the world use the touch technique in its products and devises . Political : Could be new laws or regulations , for Example in last time the GPS ( Navigation system ) in Egypt is not allow to use so apple stopped this program in Egypt tell 2008 and after this the government allow to use the navigation system In Egypt . o apple supported their devises by the GPS system . Social : Means social trends. If you are a phone company, Apple's entry into the cellphone market created a demand for touch screen phones, (about time! ) for example. Thus Nokia and co. had to respond. (I like Nokia, but they should have been ahead of the game in this one, so I'm glad Apple kicked them). Environmental factors: environmental factors include the weather and climate change. Changes in temperature can impact on many industries including farming, tourism and insurance.Apple may not effect with climate strongly but it may be effected by tourism , this will effect all process of the company ( production process and sell process ) Customer Analysis: Demographic ( Age – Gender – Family size – Life cycle or Income ) Apple company make different products to different ages , for instant they made I pod Nano for the children and youth and after that they made I pad for businessmen and the youth can also use it form 15 to 60 years old , they made also I Mac form grand ages .Apple is completely successful to target different ages with different product . Apple not forget to make a different between gender or sex, for example they made MacBook Air for female and made MacBook Bro for male, and also in colors they produce some laptop’s covers with pink color to target girls or female . Apple produce different products to different age and life – cycle groups . Apple company not forget to target income . they are produce a different products with different prices to be fit to any individual depend on his income , for xample there is I pod classic with 2000 pound and there is one with 3500 pound for I pod touch so any one can buy any thing from Apple depending on his income. Psychographic ( social class and life stile or personality) If we divide the market to class A – B – C , Apple target one or two from this segments . Apple will target the class A , because they provide a high quality and good products with high cost so the class A is the more segment will use apple’s products after that class B a few of them will use apple’s products .Behavior ( User Status – User Rate – Loyalty – Benefit – Occasion ) User statue : apple market divide into ex-user , who use apple’s products from along time , and first –time user who is the first time to use apple products , and potential user and we have a regular ap ple user how is use apple a lot of times . User rate : apple market divide into light , medium and heavy product user of apple . Loyalty : divide on completely loyalty that is mean some one buy all brands form one company . or example, buy I phone I pod , I pad that is mean he buy all things he want form apple , he/she very loyalty to the company Some-what loyalty , buy two or three products from apple and them go to buy any thing form different brand , for example , some one buy I phone and I pod then he shift to buy Nokia and HTC. and we have finally no loyalty , who didn’t buy any thing form apple . Target Market : There are a lot types of market targeting (undifferentiated – differentiated – concentrated – micro ) market , apple use differentiated market ( segmentation ) .It is produce different products to one or more segment (class A and a few of class B) . Differentiation and positioning Competitive advantage : apple have a lot of competitors in it ’s fields for example , Mobil phone there are a lot of competitor (Nokia – Samsung – HTC , Blackberry ) , in computers the biggest competitor is ( Microsoft ) in entertainment field there is ( Mp3,4) . so apple should to have an competitive advantage to be able to compete the other and should to have a unique feature in it’s product to be different . it should to have a good sales offer and this give it is to make a high profit and attract a lot of consumers .Apple now a days try to produce a products with a low prices to attract more and more and gain a more profit , so it can compete all competitor . Position strategy : Apple should to know the consumer the place of there products and where they sell it’s product . they are make perceptions of consumer about place . next step they try to give him a good impressions about products and serves and features , the third step is feeling , to give the consumer the feeling to buy the product of apple and give him the special feeling this product is the best one between the other product in market Market Share of the company :Apple in Cell phones ( I phone ) A the chart show to us the I Phone is not the market leader in cell phones only 13% of the market ,Nokia 20% and Samsung 31%,so Blackberry is the market leader. Questionnaire: Gender : Male†¦Ã¢â‚¬ ¦. Female†¦Ã¢â‚¬ ¦.. Age: *18-20†¦Ã¢â‚¬ ¦ *21-30†¦Ã¢â‚¬ ¦. *40 and above†¦Ã¢â‚¬ ¦. 1) Did you hear about Apple I phone 5 ? Yes No 2) Can you remember the ad ,? Yes No 3) Where did you see or hear about the ad? a. Internet b. friend c. Magazine d. billboard e. Conference -other, please specify†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ) How you think about Apple I phone 4 ads and campaign? 5) Did you purchase the I phone 5 after watching the AD? Yes No Evaluation of product in cutomers,s eyes: First of all, these questionnaire was distributed on 38 students in MSA university ,20 of them was females and 18 was m ales aging from 18 to 22 years old In first question, when we ask people about do they hear about the I phone 5 ad ? about 75% of target audience answers by yes, that they hear about I phone 5 adMost of students answer by yes said that they already have I phone products so the company itself send them direct mail to them to know about product ,others said that they know about I phone from their friend whom they attend an event for company. In second question, when we ask about do the ad was memorable or not? About 20% of audience cannot remember it but majority do remember it The 80% students who are member the Ad ,they said they remember it as it was very simple ,also it looks with dark background that reflects the highly selective style. In third question, when we ask where did you see the ad ?Most of people see it on the internet whether face book or twitter, others access the apple website itself, other people answers by they know about the AD from their friends as Apple has pos itive word of mouth and company itself depend highly on the positive WOM, very rare people answers by they know about it from conference. In question four, asking about the opinion of customers in the campaign of apple I phone 5, people said that it is creative, unique, also some people really like the usage of white and black colors, people said that this is normal as we always expect the best from Apple.In the last question, people answer by yes that they purchase the I phone 5 after the ad about 65% bought it as they see it high technology and satisfy all their needs Expert interview with company: We made an interview with Mr. Samir Galal the general sales manager in Apple company-Egypt asking him about the tools of IMC they used, the budget, also about Apple opinion in using celebrities, as well as ask them also about who are their competitors. 1) How do you distribute the budget on IMC tools?Mr. Samir galal tell us that they use the internet and public relation the most tools t hey use as they have a website from the best websites in the world as they do a lot of updates to their website and put all their new products on it. According to the budget assigned to the internet they pay about 5 millions on these tool every 6 months ,however for the public relation tool, they pay about 600 thousands Egyptian pound every 6 months, they use interviews ,conferences as a tools of PR .As well as ,they use direct marketing by using mails ,if there is any problem facing customer ,they use skype for direct interaction. 2) Which tools from IMC are the most effective tools working with Apple? He tell us that direct marketing and public relation tools are most effective as they are most targeted tools as Apple targeting only A class ,however if they make a TV Ads it will be useless and high costs without return as mass market will view it however they are not targeted so direct marketing and public relation are the most selective tools that goes forward for the targeted cu stomers. ) Do you use celebrities at promoting for your product? Mr. samir answers that they don’t use any celebrities as they don’t need as Apple Word of mouth is already positive so why they will think of using celebrities and they already have a positive brand image and the brand is already highly positioned in the customer’s mind, but Apple do care a lot for their customers as they take their contact information so to make a conference inviting customers to show them the new products ,new technology. 4)who are apple main competitors in all product segments?In computer segment ,he said that Microsoft operating system is the main competitor as it has high quality but with low prices, however in mobiles ,Nokia consider high competitor as they copy everything from Apple and with moderate prices lower than Apple so a lots of people can afford it for example when Apple launch the touch option Nokia launch the same touch option with lower prices than Apple, also No kia is targeting the mass market so they make intensive distribution but Apple has only few stores as they have a problem in distribution . 5) What is the SWOT analysis of the Apple company ?Strengths : apple OSX ( operating system ) is more strengths than PC , the OS of apple no virus can hit it and can work on it for along time , Apple OSX support the graphic programmer so the designers use the Apple OS , because it more professional and fast . OSX is a heavy duty operating system , can use for along time without corruption or errors , and other Strength point is Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.Weakness : The company has not cover the market and not has a perfect distribution . the company can’t cover the hole market , in this case , the bad distribution lead to a lot of loses toth e company and can’t help it to chive its profit and not give it the ability to make good sales to its product. other point , the there is a big problem in I pod Nano screen . the production team discover this problem after produce the product so this problem lead to spend a lot of dollars to solve this problem , In addition this problem led the company to increase the price of music download form I Tunes . this led apple to spend by 10 million dollar to fixed this problem . Opportunity : Apple has the opportunity to develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system.A version of Apple's iTunes music store has been developed for the phone so users can manage the tracks they store on it. Downloads are available via a USB cable, ands software on the handset pauses music if a phone call comes in. New technologies and strategic allianc es offer opportunities for Apple. Threats : The biggest threat to IT companies such as Apple is the very high level of competition in the technology markets. Being successful attracts competition, and Apple works very hard on research and development and marketing in order to retain its competitive position.The popularity of iPod and Apple Mac are subject to demand, and will be affected if economies begin to falter and demand falls for their products IMC Tools that Apple uses Advertising:- In fact Apple Company uses advertising a lot but not too often mainly it uses product placement, most movies of mission impossible can be said that it was sponsored by apple all actors were using laptops, I pad and I phone apple. They succeeded by doing this a lot because mission impossible is one of the most seen movies worldwide, 50% of the pie chart.Public relations:- Most of the time consumers would like to know what you are selling in your company if it’s easy to use or so complicated if it’s going to help them or not, apple communicated directly with its customers with only two simple words that changed their minds upside down and be interested more in trying new products†¦. â€Å"Think Different† apple earned customers trust and acceptance only by these words because it did change their way of thinking when purchasing a product, 30% of the pie chart is public relations. Internet:-The website of apple that apple provide flow mutual benefits and information with the company and its customers, the company benefits from understanding its target market more can be able to know their needs and wants and what they usually ask and look for on their websites, how can they help them in order to spread word of mouth as well, according to customers they can know everything about the product they are searching for details and prices and feel the difference between apple, Dell and Samsung, 50%of the pie chart is internet.Direct Marketing:- Customer service of apple is always available to their customers over the internet, they communicate directly with each other through internet if there are any complaints or anything that needs an explanation they will answer them immediately, in direct marketing apple uses only the internet to interact directly with its customers, 50% of the pie chart is direct marketing. Personal selling:-Apple products is not in a need of persuading or convincing their customers to buy them as they are most qualified with its applications and software, the huge campaign of apple made people talking about apple most of the time when it comes to technology best features as apple also can tailor specific shapes and orders depend on individual needs, also the flexibility in apple stores between buyers and sellers allow for more profits and target marketing, best prospects which is known as â€Å"creme de la creme† are niche markets apple make huge efforts with them to have them more for long periods of time a s they are very loyal and extremely profitable, 150% of pie chart is personal selling. Sales promotion:In fact due to the perfect image of apple they feel that if they added any sales promotion to their IMC programs they will lose their picture in consumer minds, as its considered to be more luxury one of the most expensive equipments, they can see that although they are expensive there are a huge demand on their products and they see that there is no need to make sales promotion because they are not targeting the whole segments, they know exactly their target audience and can satisfy them more than any other companies also exceeding their specific details that vary from one person to another so that they feel delighted and special and will not think of shifting to another brand of technology equipments. Recommendations for IMC tools that apple can use it for better reach and sales: Advertising:-Apple doesn’t need to advertise much as it is already grabbing large segments of customers and when doing product placement every now and then it’s very important to do it but the problem here is increasing the percentage of demand by more advertising not just through product placement, it would be better if they increased the billboards around to remind people about their products and keep themselves in consumers mind for example if they added more billboards on way of malls were there are many electronic stores if someone was thinking to purchase specific type of laptop and find apple billboards they will shift to it and it will grab their attention more. Public relations:-Apple doesn’t concentrate much on public relations as it fails a lot to make any event or to sponsor more events for example north coast events or charity events they don’t share in anything of it which can allow the press to make negative image in consumer minds about apple that would affect the publicity as well so it’s better to think more about taking care of their image because the image of the company can drag you down or pull you up also it will add public value. Internet:- According to the internet apple focuses in it a lot and put aside the idea that internet is not a mass medium and fails to reach all segments and niche markets orders only the tailored products but other half of the segment have the ability to buy apple products so apple shouldn’t focuses much on internet as not all its customers have an access to the internet. Direct marketing:-Only direct selling is available with apple its better if they add catalogs and send it to their customers and their customers would give them the telephone number of their friends and family to contact them telemarketing also send them the same catalogs to see more categories of apple products, that would make apple more spread, dominant an unique in the market. Personal Selling:- Apple is not in need to increase its personal selling because it is perfect on it but it’s extre mely expensive and it’s so difficult to tailor products and deliver it to customers with the same consistency each time, its more applicable make things more reliable and equal so that if they keep doing this and once something happened by not delivering the needed tailored product they will fail and in 1 minute the customer perception of apple will change totally also I depends on every customer privileges. Sales promotion:Apple is one of the multinational companies that if they made any sales promotion they would gain new customers but loses the old ones as it is not preferred to do it because it will hesitate their image in the market because its known that apple is for special segment and sales promotion wouldn’t add anything new simply it will be switching segments they will gain part and lose the other part and according to profit it will decrease badly and the company will keep losing and will suffer a lot in order to get its image and old customers back. Genera l Recommendations:- Its more applicable that apple make all tools work together in harmony so that to be differentiated more from any other companies and keep the uniqness of its products but still keeping themselves away of sales promotion, as it’s known the benefits of IMC tools when they all work with each other it will save time, money and stress, also will boost them up to profit, finally it will have competitive advantages like no other company. Apple * History: * Apple is a company which produces computers and technological products like computers, mobiles . On April 1, 1976, the Apple computer was established . Steven Wozniak, a high school drop-out who worked for Hewlett-Packard, dabbled in computer-design and created what would become the Apple I. His high school buddy Steven Jobs, also a drop-out, worked for Atari and convinced him that the two should form a company to market the new computer, which eventually took off in 1977 with the Apple II. * * By 1980, the Apple III was released and their company employed several thousand workers.It began in Egypt in 1990 and produced their products in 1991. It began to produce the first computer Mac in Egypt but there is a disadvantage that faces the company in Egypt which is the high cost! * * The computers in this time were sold by 60,000 to 70,000 so few people bought it. The owner of the Egyptian company is called Mohamed Medhat . The company also in Egypt began to produce this com puter. In 1991 the company produces approximately by 1500 prices only. The company in Egypt doesn’t correct their wrong and still the high prices of computers raises up. * In 1991 the price of iMac is 35,000 L. E. It is too much. In 1992 Apple Company makes a high loss, because of the high prices. So they began to think in another way to reduce the cost of the company. They reduced the cost to half but they also made a lot of losses. Steve is still thinking how to save the company and began to make profits. * * * Mohamed Medhat followed him in his steps to save the company in the Middle East because in this time the only branch for Apple Company in the Middle East in Egypt only in this time, but now in Egypt and UAE.They began to produce new products by low cost so they can save their company and began to make high profits. Now in 2012 apple makes a great successful product than Microsoft and become the leader of the technological market Apple Company produces a lot of unique products like: Macbook _Macbook ProMacbook Air| Next-generation quad-core and dual-core Intel processors. The 13-inch MacBook  Pro now features a 2. 4GHz Intel Core i5 processor or the fastest dual-core processor available — the 2. 8GHz Intel Core i7. With Turbo Boost speeds up to 3. GHz, these processors allow the 13-inch MacBook  Pro to perform up to twice as fast as the previous generation. 1But we couldn’t leave fast enough alone. The new 15- and 17-inch models bring quad-core power to almost everything you do. The available 2. 5GHz quad-core Intel Core i7 processor — with Turbo Boost speeds up to 3. 6GHz and up to 8MB of shared L3 cache — enables these MacBook Pro models to run applications up to twice as fast as their top-of-the-line predecessors. 2| iPad ( 3G – Wifi)| In work Mail, Calendar, Notes, and Safari in a beautiful, thin and light design, so you stay productive anywhere.With easy, secure integration into business environments a nd a robust platform for app development, iPad is ready to start working when you are. In Education iPad inspires creativity and hands-on learning with features you won’t find in any other educational tool — on a device that students really want to use. Powerful built-in apps and apps from the App Store let students engage with content in interactive ways, find information in an instant, and access an entire library wherever they go. And now, with the introduction of Multi-Touch textbooks, iPad takes learning to a whole new level. iPod (Classic – Touch-Nano)| It used for listening music and people can also watch some movies. | Services: If we talk about the apple’s services . the company give to there customer a good services through selling the product and after purchasing the product . apple’s services contain (warranty on it products for along time (between 1 to10 years ) , hardware services for instance , mousse , keyboards , monitor , track pa d , printers, hard disk and Etc. . the services contain software services also , for instance operating system (OSX ) . that’s some services after purchasing . n other hand the service before purchasing . the sales person give the full information about the products to customers , make an offers to attract more and more customer , for instance in 2011 , there are many offers which the company made ,for example , to buy I phone and get I pod Nano with full accessories . and another one to buy any laptop and get ( software and full applications for free during the offer period) in usually you should to buy them software with 250 L. E and applications with 650 L. E . so it is very attractive and good offer . Apple company provide a good packaging to save it’s products .Vision Of Apple : Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Mission Of Apple: Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.Apple campaign for I phone 5: This is the last marketing campaign for the newest product will be in the market next summer . This advertising tell the customer for a new generation of I phone ( I Phone 5 ) with a new feature and quality . the advertising tell the customer . the new I phone is totally different from the I phone 4 , 4S and has a changes in every things . This Advertising show that apple was more interesting and focus on its segment and target it seriously . using the full capacity to stratify the targeting market SWOT analysis for Apple company:Strengths : apple OSX ( op erating system ) is more strengths than PC , the OS of apple no virus can hit it and can work on it for along time , Apple OSX support the graphic programmer so the designers use the Apple OS , because it more professional and fast . OSX is a heavy duty operating system , can use for along time without corruption or errors , and other Strength point is Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.Weakness : Apple prices . the cost of apple products is very high so it can’t compete in the Market . Dell and HP compete it by the same products but with less prices . so it represent a big weakness point face the company in Egypt . other point , the there is a big problem in I pod Nano screen . the production team discover this problem after produce the product , so this problem lead to spend a lot of dollars to solve this problem , In addition this problem led the company to increase the price of music download form I Tunes . this led apple to spend by 10 million dollar to fixed this problem .Opportunity : Apple has the opportunity to develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system. A version of Apple's iTunes music store has been developed for the phone so users can manage the tracks they store on it. Downloads are available via a USB cable, ands software on the handset pauses music if a phone call comes in. New technologies and strategic alliances offer opportunities for Apple.Threats : The biggest threat to IT companies such as Apple is the very high level of competition in the technology markets. Being successful attracts competition, and Apple works very hard on research and development and marketing in order to retain its co mpetitive position. The popularity of iPod and Apple Mac are subject to demand, and will be affected if economies begin to falter and demand falls for their products. PESTEL analysis: Economic : apple company effected by the economic situation , the economic crises effect on the company production and company sales . he apple products have a high cost so it has a big related with the economic . ,for example, the company after the revolution , recorded a big loses in its sales and profit . after the revolution people avoid to buy the luxury products like I pod and I pad . apple recorded in 2011 loses in Egypt more than 50 Million . and in the economic crises in USA . apple recorded loses by 700 Million dollar . Technology : apple company strongly effected by technology factor , the company should to has the final technology tools that the world use it in this time . pple company every time develop their products with new feature and technology , for example I phone developed to 3GS t o 4G and finally 4GS and 5G soon . other products like I pad develop it to work with the third generation of communications (3G) . apple now is the best company all over the world use the touch technique in its products and devises . Political : Could be new laws or regulations , for Example in last time the GPS ( Navigation system ) in Egypt is not allow to use so apple stopped this program in Egypt tell 2008 and after this the government allow to use the navigation system In Egypt . o apple supported their devises by the GPS system . Social : Means social trends. If you are a phone company, Apple's entry into the cellphone market created a demand for touch screen phones, (about time! ) for example. Thus Nokia and co. had to respond. (I like Nokia, but they should have been ahead of the game in this one, so I'm glad Apple kicked them). Environmental factors: environmental factors include the weather and climate change. Changes in temperature can impact on many industries including farming, tourism and insurance.Apple may not effect with climate strongly but it may be effected by tourism , this will effect all process of the company ( production process and sell process ) Customer Analysis: Demographic ( Age – Gender – Family size – Life cycle or Income ) Apple company make different products to different ages , for instant they made I pod Nano for the children and youth and after that they made I pad for businessmen and the youth can also use it form 15 to 60 years old , they made also I Mac form grand ages .Apple is completely successful to target different ages with different product . Apple not forget to make a different between gender or sex, for example they made MacBook Air for female and made MacBook Bro for male, and also in colors they produce some laptop’s covers with pink color to target girls or female . Apple produce different products to different age and life – cycle groups . Apple company not forget to target income . they are produce a different products with different prices to be fit to any individual depend on his income , for xample there is I pod classic with 2000 pound and there is one with 3500 pound for I pod touch so any one can buy any thing from Apple depending on his income. Psychographic ( social class and life stile or personality) If we divide the market to class A – B – C , Apple target one or two from this segments . Apple will target the class A , because they provide a high quality and good products with high cost so the class A is the more segment will use apple’s products after that class B a few of them will use apple’s products .Behavior ( User Status – User Rate – Loyalty – Benefit – Occasion ) User statue : apple market divide into ex-user , who use apple’s products from along time , and first –time user who is the first time to use apple products , and potential user and we have a regular ap ple user how is use apple a lot of times . User rate : apple market divide into light , medium and heavy product user of apple . Loyalty : divide on completely loyalty that is mean some one buy all brands form one company . or example, buy I phone I pod , I pad that is mean he buy all things he want form apple , he/she very loyalty to the company Some-what loyalty , buy two or three products from apple and them go to buy any thing form different brand , for example , some one buy I phone and I pod then he shift to buy Nokia and HTC. and we have finally no loyalty , who didn’t buy any thing form apple . Target Market : There are a lot types of market targeting (undifferentiated – differentiated – concentrated – micro ) market , apple use differentiated market ( segmentation ) .It is produce different products to one or more segment (class A and a few of class B) . Differentiation and positioning Competitive advantage : apple have a lot of competitors in it ’s fields for example , Mobil phone there are a lot of competitor (Nokia – Samsung – HTC , Blackberry ) , in computers the biggest competitor is ( Microsoft ) in entertainment field there is ( Mp3,4) . so apple should to have an competitive advantage to be able to compete the other and should to have a unique feature in it’s product to be different . it should to have a good sales offer and this give it is to make a high profit and attract a lot of consumers .Apple now a days try to produce a products with a low prices to attract more and more and gain a more profit , so it can compete all competitor . Position strategy : Apple should to know the consumer the place of there products and where they sell it’s product . they are make perceptions of consumer about place . next step they try to give him a good impressions about products and serves and features , the third step is feeling , to give the consumer the feeling to buy the product of apple and give him the special feeling this product is the best one between the other product in market Market Share of the company :Apple in Cell phones ( I phone ) A the chart show to us the I Phone is not the market leader in cell phones only 13% of the market ,Nokia 20% and Samsung 31%,so Blackberry is the market leader. Questionnaire: Gender : Male†¦Ã¢â‚¬ ¦. Female†¦Ã¢â‚¬ ¦.. Age: *18-20†¦Ã¢â‚¬ ¦ *21-30†¦Ã¢â‚¬ ¦. *40 and above†¦Ã¢â‚¬ ¦. 1) Did you hear about Apple I phone 5 ? Yes No 2) Can you remember the ad ,? Yes No 3) Where did you see or hear about the ad? a. Internet b. friend c. Magazine d. billboard e. Conference -other, please specify†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ) How you think about Apple I phone 4 ads and campaign? 5) Did you purchase the I phone 5 after watching the AD? Yes No Evaluation of product in cutomers,s eyes: First of all, these questionnaire was distributed on 38 students in MSA university ,20 of them was females and 18 was m ales aging from 18 to 22 years old In first question, when we ask people about do they hear about the I phone 5 ad ? about 75% of target audience answers by yes, that they hear about I phone 5 adMost of students answer by yes said that they already have I phone products so the company itself send them direct mail to them to know about product ,others said that they know about I phone from their friend whom they attend an event for company. In second question, when we ask about do the ad was memorable or not? About 20% of audience cannot remember it but majority do remember it The 80% students who are member the Ad ,they said they remember it as it was very simple ,also it looks with dark background that reflects the highly selective style. In third question, when we ask where did you see the ad ?Most of people see it on the internet whether face book or twitter, others access the apple website itself, other people answers by they know about the AD from their friends as Apple has pos itive word of mouth and company itself depend highly on the positive WOM, very rare people answers by they know about it from conference. In question four, asking about the opinion of customers in the campaign of apple I phone 5, people said that it is creative, unique, also some people really like the usage of white and black colors, people said that this is normal as we always expect the best from Apple.In the last question, people answer by yes that they purchase the I phone 5 after the ad about 65% bought it as they see it high technology and satisfy all their needs Expert interview with company: We made an interview with Mr. Samir Galal the general sales manager in Apple company-Egypt asking him about the tools of IMC they used, the budget, also about Apple opinion in using celebrities, as well as ask them also about who are their competitors. 1) How do you distribute the budget on IMC tools?Mr. Samir galal tell us that they use the internet and public relation the most tools t hey use as they have a website from the best websites in the world as they do a lot of updates to their website and put all their new products on it. According to the budget assigned to the internet they pay about 5 millions on these tool every 6 months ,however for the public relation tool, they pay about 600 thousands Egyptian pound every 6 months, they use interviews ,conferences as a tools of PR .As well as ,they use direct marketing by using mails ,if there is any problem facing customer ,they use skype for direct interaction. 2) Which tools from IMC are the most effective tools working with Apple? He tell us that direct marketing and public relation tools are most effective as they are most targeted tools as Apple targeting only A class ,however if they make a TV Ads it will be useless and high costs without return as mass market will view it however they are not targeted so direct marketing and public relation are the most selective tools that goes forward for the targeted cu stomers. ) Do you use celebrities at promoting for your product? Mr. samir answers that they don’t use any celebrities as they don’t need as Apple Word of mouth is already positive so why they will think of using celebrities and they already have a positive brand image and the brand is already highly positioned in the customer’s mind, but Apple do care a lot for their customers as they take their contact information so to make a conference inviting customers to show them the new products ,new technology. 4)who are apple main competitors in all product segments?In computer segment ,he said that Microsoft operating system is the main competitor as it has high quality but with low prices, however in mobiles ,Nokia consider high competitor as they copy everything from Apple and with moderate prices lower than Apple so a lots of people can afford it for example when Apple launch the touch option Nokia launch the same touch option with lower prices than Apple, also No kia is targeting the mass market so they make intensive distribution but Apple has only few stores as they have a problem in distribution . 5) What is the SWOT analysis of the Apple company ?Strengths : apple OSX ( operating system ) is more strengths than PC , the OS of apple no virus can hit it and can work on it for along time , Apple OSX support the graphic programmer so the designers use the Apple OS , because it more professional and fast . OSX is a heavy duty operating system , can use for along time without corruption or errors , and other Strength point is Apple gets to set the specs in detail, and deliver to the customer through a controlled retail experience (Apple Store, Apple On-line Store) that helps them explain the value to the customer and extract a premium for that value.Weakness : The company has not cover the market and not has a perfect distribution . the company can’t cover the hole market , in this case , the bad distribution lead to a lot of loses toth e company and can’t help it to chive its profit and not give it the ability to make good sales to its product. other point , the there is a big problem in I pod Nano screen . the production team discover this problem after produce the product so this problem lead to spend a lot of dollars to solve this problem , In addition this problem led the company to increase the price of music download form I Tunes . this led apple to spend by 10 million dollar to fixed this problem . Opportunity : Apple has the opportunity to develop its iTunes and music player technology into a mobile phone format. The Rokr mobile phone device was developed by Motorola. It has a colour screen, stereo speakers and a advance camera system.A version of Apple's iTunes music store has been developed for the phone so users can manage the tracks they store on it. Downloads are available via a USB cable, ands software on the handset pauses music if a phone call comes in. New technologies and strategic allianc es offer opportunities for Apple. Threats : The biggest threat to IT companies such as Apple is the very high level of competition in the technology markets. Being successful attracts competition, and Apple works very hard on research and development and marketing in order to retain its competitive position.The popularity of iPod and Apple Mac are subject to demand, and will be affected if economies begin to falter and demand falls for their products IMC Tools that Apple uses Advertising:- In fact Apple Company uses advertising a lot but not too often mainly it uses product placement, most movies of mission impossible can be said that it was sponsored by apple all actors were using laptops, I pad and I phone apple. They succeeded by doing this a lot because mission impossible is one of the most seen movies worldwide, 50% of the pie chart.Public relations:- Most of the time consumers would like to know what you are selling in your company if it’s easy to use or so complicated if it’s going to help them or not, apple communicated directly with its customers with only two simple words that changed their minds upside down and be interested more in trying new products†¦. â€Å"Think Different† apple earned customers trust and acceptance only by these words because it did change their way of thinking when purchasing a product, 30% of the pie chart is public relations. Internet:-The website of apple that apple provide flow mutual benefits and information with the company and its customers, the company benefits from understanding its target market more can be able to know their needs and wants and what they usually ask and look for on their websites, how can they help them in order to spread word of mouth as well, according to customers they can know everything about the product they are searching for details and prices and feel the difference between apple, Dell and Samsung, 50%of the pie chart is internet.Direct Marketing:- Customer service of apple is always available to their customers over the internet, they communicate directly with each other through internet if there are any complaints or anything that needs an explanation they will answer them immediately, in direct marketing apple uses only the internet to interact directly with its customers, 50% of the pie chart is direct marketing. Personal selling:-Apple products is not in a need of persuading or convincing their customers to buy them as they are most qualified with its applications and software, the huge campaign of apple made people talking about apple most of the time when it comes to technology best features as apple also can tailor specific shapes and orders depend on individual needs, also the flexibility in apple stores between buyers and sellers allow for more profits and target marketing, best prospects which is known as â€Å"creme de la creme† are niche markets apple make huge efforts with them to have them more for long periods of time a s they are very loyal and extremely profitable, 150% of pie chart is personal selling. Sales promotion:In fact due to the perfect image of apple they feel that if they added any sales promotion to their IMC programs they will lose their picture in consumer minds, as its considered to be more luxury one of the most expensive equipments, they can see that although they are expensive there are a huge demand on their products and they see that there is no need to make sales promotion because they are not targeting the whole segments, they know exactly their target audience and can satisfy them more than any other companies also exceeding their specific details that vary from one person to another so that they feel delighted and special and will not think of shifting to another brand of technology equipments. Recommendations for IMC tools that apple can use it for better reach and sales: Advertising:-Apple doesn’t need to advertise much as it is already grabbing large segments of customers and when doing product placement every now and then it’s very important to do it but the problem here is increasing the percentage of demand by more advertising not just through product placement, it would be better if they increased the billboards around to remind people about their products and keep themselves in consumers mind for example if they added more billboards on way of malls were there are many electronic stores if someone was thinking to purchase specific type of laptop and find apple billboards they will shift to it and it will grab their attention more. Public relations:-Apple doesn’t concentrate much on public relations as it fails a lot to make any event or to sponsor more events for example north coast events or charity events they don’t share in anything of it which can allow the press to make negative image in consumer minds about apple that would affect the publicity as well so it’s better to think more about taking care of their image because the image of the company can drag you down or pull you up also it will add public value. Internet:- According to the internet apple focuses in it a lot and put aside the idea that internet is not a mass medium and fails to reach all segments and niche markets orders only the tailored products but other half of the segment have the ability to buy apple products so apple shouldn’t focuses much on internet as not all its customers have an access to the internet. Direct marketing:-Only direct selling is available with apple its better if they add catalogs and send it to their customers and their customers would give them the telephone number of their friends and family to contact them telemarketing also send them the same catalogs to see more categories of apple products, that would make apple more spread, dominant an unique in the market. Personal Selling:- Apple is not in need to increase its personal selling because it is perfect on it but it’s extre mely expensive and it’s so difficult to tailor products and deliver it to customers with the same consistency each time, its more applicable make things more reliable and equal so that if they keep doing this and once something happened by not delivering the needed tailored product they will fail and in 1 minute the customer perception of apple will change totally also I depends on every customer privileges. Sales promotion:Apple is one of the multinational companies that if they made any sales promotion they would gain new customers but loses the old ones as it is not preferred to do it because it will hesitate their image in the market because its known that apple is for special segment and sales promotion wouldn’t add anything new simply it will be switching segments they will gain part and lose the other part and according to profit it will decrease badly and the company will keep losing and will suffer a lot in order to get its image and old customers back. Genera l Recommendations:- Its more applicable that apple make all tools work together in harmony so that to be differentiated more from any other companies and keep the uniqness of its products but still keeping themselves away of sales promotion, as it’s known the benefits of IMC tools when they all work with each other it will save time, money and stress, also will boost them up to profit, finally it will have competitive advantages like no other company.