Idealism in Auden’s O who can ever gaze his fill, Out on the lawn I li

Idealism in Audens O who roll in the hay ever so heed his fill, Out on the lawn I lie in bed (A Summer Night 1933), and The Shield of Achilles W.H. Audens poems are celebrated for their intelligence, detachedness, and musicality. Often, sampleism is associated with romanticism and the excessively personal, because it is an attempt at envisioning the world as it ought to be and not as it is. However, Auden successfully blends idealism into his objective poems, and this idealism manifests itself in his O who can ever compliments his fill, Out on the lawn I lie in bed (A Summer Night 1933), and The Shield of Achilles. In O who can ever gaze his fill, mortals from various walks of life comment on their ideals while Death watches over them. Composed of four stanzas, Deaths refrain succeeds the mortals thoughts and gets the last say in each instance. In the first stanza, the farmer and the fisherman look upon the water and the land fondly, believing that the traditional life of hard work coexists with their closeness to nature. This ideal life is how their forefathers have lived, and it is how the pilgrims from their loins should live in the years to come (6). However, Death remarks as it oversees the empty catch and harvest loss (9) that, the earth is an gather with nothing inside it (12). Therefore, it advises, forget this ideal and throw down the mattock and dance while you can (15). This advice can be seen as giving up on the traditional way of life, so that the fisherman and the farmer no longer have to be bound to their toils. Death too says, Not to be innate(p) is the best for man (13), and this phrase is repeated in the subsequent stanzas. In the ideal world, perhaps mankind is not born i... ...ion, love, art, and nature. This idealism, far from being romantic, is imbued with rationality. Often, it is also countered by a strong cynicism. Using haunting imageries and melodic poetic devices, Auden successfully demonstrate s a balanced sense of idealism in his O who can ever gaze his fill, Out on the lawn I lie in bed (A Summer Night 1933), and The Shield of Achilles.* some versions of the poem, like the mavin in Selected Poems, ed. Edward Mendelson (Vintage) appear to have 15 stanzas. Works CitedAuden, W.H. A Summer Night 1933. In The Colleced Poetry of Auden, pp. 96-98. New York Random House, 1945.Auden, W.H. O who can ever gaze his fill. In The Colleced Poetry of Auden, pp. 224-226. New York Random House, 1945.Auden, W.H. The Shield of Achilles. In The Shield of Achilles, pp. 35-37. New York Random House, 1955.

George Orwells Nineteen Eighty-Four 1984 :: Free Essays on 1984

1984 was written by George Orwell about a grim future in which multitude argon controlled by a party known as the brotherhood which is led by Big Brother. The background of the story is that nuclear war has ravaged the res publica and three superpowers have arisen out of the rubble, Oceania, Eurasia, and Eastasia, all of which are at war with each other. The leading party in Oceania, where the story take place, exerts and maintains its power with such techniques as the Spies, a youth group that encourages children to report adults, including their parents, to the party officials. Another technique is the thought police, who observe and spy on society and go past those who have thoughts against the party.The party engages in many activities that people would consider blatantly wrong. These include the changing of history with the objective of making the party look good. The thrash thing about the party is that it makes up the things it has the people believe through its telecast s, which the entire population watches. The main character is Winston, who works for the Ministry of Truth, which is an ironic name since it makes up what the people are to believe. Winston has thoughts all the time against the party but luckily has never been caught by the thought police. He keeps on seeing some charwoman and eventually they meet and he finds out her name is Julia. She also hates the party and they keep on meeting, even though it is against the policy of the party for two people to have sexual relations. They break the rule however and end up having sex outside the city. They differ in their view of how best to oppose the party. He believes in a widespread rebellion while she believes in just going against the party when it is safe. Eventually, they come to follow a man named O&8217Brien who is the attractor of an opposition party to the brotherhood. He gives the couple a book by a man named Goldstein that is against the brother hood. He reads the book but soon later is arrested by the thought police because there was a hidden camera inside his room. It turns out that O&8217Brien was a thought police that had tricked them. Both he and Julia are taken away large cells with all the other people that have betrayed the party.

Theme of Voice in Their Eyes Were Watching God Essay -- Literature Zor

Breaking ThroughIn the novel Their eyeball Were Watching God written by Zora Neale Hurston, Janie the protagonist is seen by critics as having no vocalism. For all women silence knows no boundaries of race or culture, and Janie is no exception. Hurston characterizes Janie with the same silence that women at that time & period were forced into, (complete submission.) Women were to be seen and not comprehend. Janie spends forty years of her life, learning to achieve/find, her voice against the over-ruling and dominate men in her life. But in the end Janie comes out the victor, breaking the silence. In her essay What do Feminist Critics Want? Gilbert states, Like Wagners master singers....men had the power of speech,but....women like Emily Dickinson, knew that they had, or were supposed to have, the graceful obligation of silence.(34) To question the manful voice in Their Eyes is an important aspect of the genre which contributes to the story as a whole. Furthermore it is to discover the ways in which the male voice affected Janies. Weather it be physical or mental, the reader if reading close can surpass Janies verbal silence and allow just her presence to address for her. Janies actions are what makes her someone to pay attention to. By first understanding that Janie was silent (verbally)through most of the novel, does not mean she was not heard. Her presence demands respect and by doing so, the reader will find and appreciate Janie as a whole, and not just a Black Woman whose voice had been hindered by societies bias. Mary Helen capital letter states in her critical essay on Their Eyes, Ourattentiveness to the possibility that women are excluded categorically from the language of the dominant discourse should h... ...-defense, and from the voice she expresses in defending her life from tea Cake. Hurston shows that her characters voices have been influenced by peoples subjection to a dominant authority. Hurston indicates that voice may be personal and yet move into the universal. At the end of the novel, Janies voice is heard and recognized by Pheoby, who will share it with the community later. Finally there is a unity within Janie that allows her to share her self with others. Janie has found her voice, and she can subscribe when and how to express it when defining who she is.Works CitedGilbert, Sandra M. What Do Feminist Critics Want? A Postcard from the volcano. ADE Bulletin 66 (1980).Rpt.Hurston, Zora Neale. Their Eyes Were Watching God. New York Harper, 1998.Wall, Cheryl A. Their Eyes Were Watching God A Casebook. New York Oxford, 2000.

Euripides was accused by his contempories of being a woman hater. Why E

Euripides was accused by his contempories of being a woman hater. Why do you call up this was so, and how reassert do you think the accusation was?Question--------Euripides was accused by his contempories of being a woman hater. Whydo you think this was so, and how justified do you think theaccusation was? In your answer you should con officer not only howEuripides portrays his female characters, but also the sentimentsexpressed in the plays and the contempory view of women.Answer------Euripides definitely had an judicial decision on woman that was not shared bym both other play writes. Whether it is hatred or not, women play amajor role in a Euripian play. Their role in society of that time wasa great contrast to that of the men. Compared to today, women weremiles apart from men they were not even considered citizens of theirregion.This is unambiguous in the let loose where in the Electra, Medea andHippolytus there is a chorus of women. This was un comprehend of in the timewhen the plays were written. A chorus is typically made up of wise menof Athens, consequently making it up of women would in that age, be verycontroversial. In Medea the chorus side with her and Medea makes thechorus swear to silence. Therefore she can confide in them withouthaving to intrust a face on. The image put across here is that the womanteam up against the man. The chorus being women, side with thefeminist Medea. I heard her sobbing and wailing, the chorus talkabout the true Medea that is inscrutable under her facade.The same is true in the Electra. The chorus is made up ofcountry-women of Mycenae, who also side with Electra. When Electramoans about not having a gown or riches to go out and enjoy herself,the chorus offer a way out. Borrow from me a lovely gown, closelywoven, and a gold necklace. The women are on her side, they try topersuade her to be like all the other women and go out partying.Electra wants none of this and aims to gain more self-pity by forcingherself to stay at home, doing all the work. Euripides writes her tobe an attention seeking noble woman, who has married the peasant tomake a statement. not the most likeable of characters.In the Hippolytus, there are two choruses. One made up of huntsmen whofollow Hippolytus and the other of women from Trozen. They supportwhat they represent. This shows a contrast ... ...My boy, the imprecation you gave me,youll never break that? The Nurse whines to Hippolytus hoping to gether own way. Oh, I clasp your knees and beg you, The Nursesstubbornness to try and please ends up leading to Phaedra dyingwithout honour.Euripides begins his plays oftentimes with erratic women, ie Electra, Medeaand Phaedra. They have serious issues and seek vengeance, with theexception of Phaedra who is the cause of a vengeful attack Theseuskilling his son, Hippolytus. There are never any heroic women or womenthat we feel sympathy for. The only woman who is in the slightest wayvictimised is Clytemnestra. Electra murders her in revenge for killingher arrive Agamemnon. This is made obvious in the play andClytemnestras bad relationship with her daughter Electra does notshow her in a good light. We feel sympathy for the self-inflictedwidow, when she describes what she has gone through. Then her fathercut her soft white throat-My Iphigenia. Out of all of Euripidesfemale characters, she contains the most sentiment and emotion. Insummary, apart from Clytemnestra, the lady characters are madpsychopathic women, with hidden depths, morals and loyalties.

Environtmental Movement Essay -- Environtment Nature Essays

Environtmental parkway mental home Environment is the entirety of circumstances surrounding an several(prenominal) or group. This includes external natural settings as well as social and cultural conditions. However, this construct has been contextu every(prenominal)y limited when applied to the surroundal try. The environment is in the first place associated with the natural institution. This creates an exclusive deed which inevitably will hinder constructive transformation. The governmental landscape painting of this nation must be renovated in order to come across an effective environmental movement that infiltrates everyone (Bullard, 1994). An injustice to one is an injustice to all. Concepts cannot be restrictive. Understandings and perspectives of the term environment need to expand in order to create a successful, sustainable environmental movement. storey of the Environmental MovementA biased viewpoint of narration by the dominant culture, ethn icity, and gender produces the exclusive atmosphere of the environmental movement. History is established and enter from socially constructed knowledge. This creates a public culture that is not equally representative of society. However, a neutral interpretation and documentation of the world is impractical. Countless combinations of possible ingredients that redact environments create infinite realities therefore, reality is relativea cultural, social, and political construction. Society needs to work towards multiple systems of representation, polyphony of voices. Furthermore, all researchers and historians can overtly have sex their biases, utilizing hermeneutics. Objectivism is ironically fiction, because the researcher bases his or her conclusions o... ...isco Sierra Club Books. Crosby, Alfred W. Oct. 1995. The agone and Present of Environmental History. The American Historical Review. Duncan , James and Ley, David (1993). step up/Culture/Represe ntation. capital of the United Kingdom Routledge. Douglas, Ian, Huggett, Richar, and Robinson, microphone (1996). Companion Encyclopedia of Geography the environment and humankind. London Routledge. carousal Shetler, Jane. Class Lecture, 13 February 2002 . Atkins, Peter, Simmons, Ian and Brain Roberts (1998). People, Land, and Time An Historical Introduction to the Relations Between Landscape, Culture, and Environment. London Arnold . Routhman, Hal. Sept. 2002. Conceptualizing the Real Environmental History and American Studies. American Quarterly, Vol. 54. Vidgor, Jacob L. 2002. Does Gentrification damage the Poor? Brookings-Wharton Papers on Urban Affairs Environtmental Movement Essay -- Environtment Nature EssaysEnvirontmental Movement Introduction Environment is the entirety of circumstances surrounding an individual or group. This includes external physical settings as well as social and cultural conditions. However, this concept has been co ntextually limited when applied to the environmental movement. The environment is principally associated with the natural world. This creates an exclusive movement which inevitably will hinder constructive transformation. The political landscape of this nation must be renovated in order to achieve an effective environmental movement that infiltrates everyone (Bullard, 1994). An injustice to one is an injustice to all. Concepts cannot be restrictive. Understandings and perspectives of the term environment need to expand in order to create a successful, sustainable environmental movement. History of the Environmental MovementA biased viewpoint of history by the dominant culture, ethnicity, and gender produces the exclusive atmosphere of the environmental movement. History is established and recorded from socially constructed knowledge. This creates a public culture that is not equally representative of society. However, a neutral interpretation and document ation of the world is impractical. Countless combinations of possible ingredients that compose environments create infinite realities therefore, reality is relativea cultural, social, and political construction. Society needs to work towards multiple systems of representation, polyphony of voices. Furthermore, all researchers and historians can overtly acknowledge their biases, utilizing hermeneutics. Objectivism is ironically fiction, because the researcher bases his or her conclusions o... ...isco Sierra Club Books. Crosby, Alfred W. Oct. 1995. The Past and Present of Environmental History. The American Historical Review. Duncan , James and Ley, David (1993). Place/Culture/Representation. London Routledge. Douglas, Ian, Huggett, Richar, and Robinson, Mike (1996). Companion Encyclopedia of Geography the environment and humankind. London Routledge. Bender Shetler, Jane. Class Lecture, 13 February 2002 . Atkins, Peter, Simmons, Ian and Brain Roberts (1998). People, Land, and Time An Historical Introduction to the Relations Between Landscape, Culture, and Environment. London Arnold . Routhman, Hal. Sept. 2002. Conceptualizing the Real Environmental History and American Studies. American Quarterly, Vol. 54. Vidgor, Jacob L. 2002. Does Gentrification Harm the Poor? Brookings-Wharton Papers on Urban Affairs Environtmental Movement Essay -- Environtment Nature EssaysEnvirontmental Movement Introduction Environment is the entirety of circumstances surrounding an individual or group. This includes external physical settings as well as social and cultural conditions. However, this concept has been contextually limited when applied to the environmental movement. The environment is principally associated with the natural world. This creates an exclusive movement which inevitably will hinder constructive transformation. The political landscape of this nation must be renovated in order to achieve an effective environm ental movement that infiltrates everyone (Bullard, 1994). An injustice to one is an injustice to all. Concepts cannot be restrictive. Understandings and perspectives of the term environment need to expand in order to create a successful, sustainable environmental movement. History of the Environmental MovementA biased viewpoint of history by the dominant culture, ethnicity, and gender produces the exclusive atmosphere of the environmental movement. History is established and recorded from socially constructed knowledge. This creates a public culture that is not equally representative of society. However, a neutral interpretation and documentation of the world is impractical. Countless combinations of possible ingredients that compose environments create infinite realities therefore, reality is relativea cultural, social, and political construction. Society needs to work towards multiple systems of representation, polyphony of voices. Furthermore, all research ers and historians can overtly acknowledge their biases, utilizing hermeneutics. Objectivism is ironically fiction, because the researcher bases his or her conclusions o... ...isco Sierra Club Books. Crosby, Alfred W. Oct. 1995. The Past and Present of Environmental History. The American Historical Review. Duncan , James and Ley, David (1993). Place/Culture/Representation. London Routledge. Douglas, Ian, Huggett, Richar, and Robinson, Mike (1996). Companion Encyclopedia of Geography the environment and humankind. London Routledge. Bender Shetler, Jane. Class Lecture, 13 February 2002 . Atkins, Peter, Simmons, Ian and Brain Roberts (1998). People, Land, and Time An Historical Introduction to the Relations Between Landscape, Culture, and Environment. London Arnold . Routhman, Hal. Sept. 2002. Conceptualizing the Real Environmental History and American Studies. American Quarterly, Vol. 54. Vidgor, Jacob L. 2002. Does Gentrification Harm the Poor? Brookings-Wharto n Papers on Urban Affairs

Environtmental Movement Essay -- Environtment Nature Essays

Environtmental drive Introduction purlieu is the entirety of circumstances b fix up an individual or group. This includes external physical settings as advantageously as social and cultural conditions. However, this concept has been contextually restrain when applied to the surroundingsal movement. The environment is principally associated with the natural world. This pees an exclusive movement which inevitably impart hinder constructive transformation. The political landscape of this nation must(prenominal) be renovated in order to achieve an effective environmental movement that infiltrates every one and only(a) (Bullard, 1994). An injustice to one is an injustice to all. Concepts cannot be restrictive. Understandings and perspectives of the term environment need to expand in order to create a successful, sustainable environmental movement. History of the environmental MovementA biased viewpoint of history by the prevailing culture, ethnicity, and gen der produces the exclusive cash dispenser of the environmental movement. History is established and recorded from socially constructed knowledge. This creates a public culture that is not equally representative of society. However, a neutral interpretation and living of the world is impractical. Countless combinations of possible ingredients that compose environments create immortal realities therefore, reality is relativea cultural, social, and political construction. Society involve to work towards multiple systems of representation, concerted music of voices. Furthermore, all researchers and historians can overtly acknowledge their biases, utilizing hermeneutics. Objectivism is ironically fiction, because the researcher bases his or her conclusions o... ...isco Sierra Club Books. Crosby, Alfred W. Oct. 1995. The Past and Present of environmental History. The American diachronic Review. Duncan , mob and Ley, David (1993). Place/Culture/Representatio n. London Routledge. Douglas, Ian, Huggett, Richar, and Robinson, Mike (1996). Companion cyclopaedia of Geography the environment and humankind. London Routledge. Bender Shetler, Jane. Class Lecture, 13 February 2002 . Atkins, Peter, Simmons, Ian and Brain Roberts (1998). People, Land, and Time An Historical Introduction to the Relations Between Landscape, Culture, and Environment. London Arnold . Routhman, Hal. Sept. 2002. Conceptualizing the Real Environmental History and American Studies. American Quarterly, Vol. 54. Vidgor, Jacob L. 2002. Does Gentrification Harm the Poor? Brookings-Wharton written document on Urban personal business Environtmental Movement Essay -- Environtment Nature EssaysEnvirontmental Movement Introduction Environment is the entirety of circumstances surrounding an individual or group. This includes external physical settings as well as social and cultural conditions. However, this concept has been contextually limited when applied to the environmental movement. The environment is principally associated with the natural world. This creates an exclusive movement which inevitably will hinder constructive transformation. The political landscape of this nation must be renovated in order to achieve an effective environmental movement that infiltrates everyone (Bullard, 1994). An injustice to one is an injustice to all. Concepts cannot be restrictive. Understandings and perspectives of the term environment need to expand in order to create a successful, sustainable environmental movement. History of the Environmental MovementA biased viewpoint of history by the dominant culture, ethnicity, and gender produces the exclusive atmosphere of the environmental movement. History is established and recorded from socially constructed knowledge. This creates a public culture that is not equally representative of society. However, a neutral interpretation and documentation of the world is impractical. Countless combinations of possible ingredients that compose environments create infinite realities therefore, reality is relativea cultural, social, and political construction. Society needs to work towards multiple systems of representation, polyphony of voices. Furthermore, all researchers and historians can overtly acknowledge their biases, utilizing hermeneutics. Objectivism is ironically fiction, because the researcher bases his or her conclusions o... ...isco Sierra Club Books. Crosby, Alfred W. Oct. 1995. The Past and Present of Environmental History. The American Historical Review. Duncan , James and Ley, David (1993). Place/Culture/Representation. London Routledge. Douglas, Ian, Huggett, Richar, and Robinson, Mike (1996). Companion Encyclopedia of Geography the environment and humankind. London Routledge. Bender Shetler, Jane. Class Lecture, 13 February 2002 . Atkins, Peter, Simmons, Ian and Brain Roberts (1998). People, Land, and Time An H istorical Introduction to the Relations Between Landscape, Culture, and Environment. London Arnold . Routhman, Hal. Sept. 2002. Conceptualizing the Real Environmental History and American Studies. American Quarterly, Vol. 54. Vidgor, Jacob L. 2002. Does Gentrification Harm the Poor? Brookings-Wharton Papers on Urban Affairs Environtmental Movement Essay -- Environtment Nature EssaysEnvirontmental Movement Introduction Environment is the entirety of circumstances surrounding an individual or group. This includes external physical settings as well as social and cultural conditions. However, this concept has been contextually limited when applied to the environmental movement. The environment is principally associated with the natural world. This creates an exclusive movement which inevitably will hinder constructive transformation. The political landscape of this nation must be renovated in order to achieve an effective environmental movement that infiltrates everyone (Bullard, 1994). An injustice to one is an injustice to all. Concepts cannot be restrictive. Understandings and perspectives of the term environment need to expand in order to create a successful, sustainable environmental movement. History of the Environmental MovementA biased viewpoint of history by the dominant culture, ethnicity, and gender produces the exclusive atmosphere of the environmental movement. History is established and recorded from socially constructed knowledge. This creates a public culture that is not equally representative of society. However, a neutral interpretation and documentation of the world is impractical. Countless combinations of possible ingredients that compose environments create infinite realities therefore, reality is relativea cultural, social, and political construction. Society needs to work towards multiple systems of representation, polyphony of voices. Furthermore, all researchers and historians can overtly acknowledge their biases, utilizing hermeneutics. Objectivism is ironically fiction, because the researcher bases his or her conclusions o... ...isco Sierra Club Books. Crosby, Alfred W. Oct. 1995. The Past and Present of Environmental History. The American Historical Review. Duncan , James and Ley, David (1993). Place/Culture/Representation. London Routledge. Douglas, Ian, Huggett, Richar, and Robinson, Mike (1996). Companion Encyclopedia of Geography the environment and humankind. London Routledge. Bender Shetler, Jane. Class Lecture, 13 February 2002 . Atkins, Peter, Simmons, Ian and Brain Roberts (1998). People, Land, and Time An Historical Introduction to the Relations Between Landscape, Culture, and Environment. London Arnold . Routhman, Hal. Sept. 2002. Conceptualizing the Real Environmental History and American Studies. American Quarterly, Vol. 54. Vidgor, Jacob L. 2002. Does Gentrification Harm the Poor? Brookings-Wharton Papers on Urban A ffairs

Outline and Evaluate Biological Therapies as Treatments of Depression

Outline and evaluate biological therapies as discourses of impression.There many forms of treatment to cure embossment, many of which argon biological. These target the physical and chemical side of the body.Anti-depressants and other drugs atomic number 18 the most common forms of treating depression. They work by boosting levels of insufficient neurotransmitters such as serotonin and nor-adrenaline. They testament either reduce the amount of re-absorption or block the enzyme that is trying to break down neurotransmitters. Allowing to increase the amount of neurotransmitter available , so that neighbouring cells become excited.Tricyclics atomic number 18 utilise to block the transporter mechanism that re-absorbs both serotonin and nor-adrenaline into the pre-synaptic cell after it has fired. As a result to this thither are more neurotransmitters left in the synapse making the transmission of the next impulse easier.The treatment of depression has three phases which it is to g o through, the first being acute in which the treatment of current symptoms takes place. thus it goes into the continuation phase in which the treatment is continued for six months where the medication is gradually withdrawn to prevent relapse. Lastly the maintenance phase which is recommended for individuals who feature a reccurent depressive episode.One of the most common anti-depressant drugs used are Selective Serotonin Re-uptake Inhibitors (SSRIs), these are associated with serotonin which capture been found to be involved in depression. The SSRIs give work by stopping the nerve cells from re-absorbing serotonin that has been released into the synapse, which in turn will increase the amount of serotonin available.However SSRI anti-depressants may not be able to treat all forms of depression. Kirsch et al (2008) found that only in the most severe cases of depression thither was a significant advantage of utilise the SSRI. Therefore showing that anti-depressants may not be able to help those with mild or moderate depression.Another type of anti-depressants are mono amine oxidize inhibitors (MAOIs) that work with nor-adrenaline in the synapses. These block the enzyme mono amine oxidise from taking apart noradrenaline, and thus increase the amount of noradrenaline that is available at the synapse. low gear levels of noradrenaline in certain areas of the brain has been linked with depression, and so MAOIs are an effective antidepressant.Nonetheless(prenominal) in the case of children and adolescents anti-depressants may fail to work altogether. Hammen (1997) found that anti-depressants appeared to be less useful with children and adolescents than with adults. This could be due to the fact that there are varied developmental differences in their brain neurochemistry and thus equaling to children not being as effected by the anti-depressants. Which may mean that other forms of treatment may need to be considered when treating a depressed child exclusiv ely could and but could alike question the overall effectiveness of anti-depressants.There are also safety meets to do with SSRIs such as an increased use of them may lead to an increase in suicidal thoughts within vulnerable people. Ferguson er al (2005) did a review of studies that found that those in a SSRI condition compared to a placebo condition, are in two ways as more likely to attempt suicide.This risk however has been found higher amoung adolescents than adults. Suggesting that anti-depressants may in fact be more harmful than skillful to a depressive individual.Another issue with the treatment of depression is that there may be a misdiagnosis in treatment due to age. Benek-Higgins et al (2008) found that because of the symptoms of depression are masked over by the natural changes in the elderly and their lifestyles. Therefore anti-depressant medication is less likely to be prescribed to them, which may lead to depression in the elderly not being treated at all.It has been found to be harder to treat the elderly also, this is because they are less likely to seek passkey help as they feel that there is a social stigma attached to being mentally ill and do not wish to discharge their independence if they are diagnosed. This equals to them not being diagnosed and in turn equalling to them not being treated of their depression.However using a placebo during an experimental treatment may be an ethical issue. As lying to a depressed individual, that they are taking medication to make them better could psychologically make them worse upon learning that they have been lied to. Therefore a thorough debriefing and regular follow-ups will be needed for the individuals.There is also the risk of a publication bias, Turner et al (2008) found as authors have suggested that there is selective publication made to emphasise the authoritative outcomes of anti-depressant treatments. Drug companies may try to present their drugs as positive even if they arent. The refore biased conclusion may lead to inappropriate treatment decisions.Many therapies such as drug therapy are conducted regularly to treat depression but there is no answer on how to measure the effectiveness of them. As how are we meant to know when the patient has been cured, as there is no particular destination that one is trying to get towards. So there is no particular time to measure the effectiveness, whether that be during the therapy or 6 or so months after. Therefore the use of drugs etc may not be as effective as we think, because they do not lead us to a attain cure.Electroconclusive therapy (ECT) involves applying electrodes to a patients head and passing an electric current through their brain. This will then cause a seizure to occur for a few seconds, but it is not clear as to why ECT works and how. Oxygen is given to the patient during the treatment to compensate for their inability to breathe, and the treatment will be given to the patient three times per week de pending on the severity of their depression.It is used in the most severe cases, where a patient is at endangerment of harming themselves or is extremely suicidal, and anti-depressants and therapy are not having any effect on the the patient. The seizure from the ECT is said to regulate the mood of the patients, which will decrease their depressive episode.Yet there are many side effects to the use of ECT, for example when ECT was first introduced it resulted in injuries such as broken bones, however due to the youthful change in treatment and the use of muscle relaxants and the therapy being taken place under anesthetic has decreased the likelihood of injuries. Although memory loss is actually likely to follow prior to ECT, it isnt said how long the memory loss may last. Although ECT has been found to be effective to those who have depression the negatives may outweigh the positives to some extent.There is much evidence that supports the effectiveness of ECT, for example Gregory et al (1985) found that in comparison to sham ECT , which is when the patient is not anaesthetised during ECT, have been found to have a significant difference in outcome in favour of the real ECT. Therefore showing that within ECT itself it may be very effective for people with depression.In contrast to anti-depressants, ECT have been shown to be more efficient that anti-depressants, Scott (2004) found that in the short term treatment ECT was better than drug therapy. Which again supports the effectiveness of ECT and how it should be used more often.One way of minimising the cognitive problems that are associated with ECT, which is to use unilateral ECT, where the electrodes are placed only on one side of the skull, rather than the bilateral ECT where the electrodes are placed on both sides of the skull. Studies found that the unilateral is less likely to cause cognitive problems than the bilateral. This shows that to use unilateral ECT would be much more effective than bilateral ECT, and could cause less side effects.A concern with ECT is the consent of the patients receiving the treatment, the DOH report (1999) found that 59% of 700 patients whom had received ECT admitted to not giving consent to treatment. Even when the patients volunteer to reicieving the treatment there was still an issue with amply informed consent about the side effects. Therefore ECT may not be given to all patients with fully informed consent and could be seen as ethically incorrect.

Addiction and Al-anon Meeting Essay

Just like the AA concussion, I felt very uncomfortable with attending an Al-Anon concourse. I have been fortunate enough where no ane close to me has ever been addicted to alcohol. I wasnt sure how well I would be able to relate to the members of this meeting. I was very nervous locomote in the meeting and I felt out of place. One thing that brought me relief was the smiling faces and happy conversation I encountered as I entered the room. These the great unwashed looked like they were trying to make the best out of the situation that their loved ones put them in.There was a lot of chatter in the room. People were public lecture about their past week and common ground between each other. The atmosphere of the room wasnt as gloomy as when I attended the AA meeting. The people who were chatting the most looked like they might attend the Al-anon meetings regularly. The room I walked in looked like a lunch room with chairs and tables set up. The meeting started with a Serenity Praye r, which was similar to how my AA meeting started. Once again, like my AA meeting, it was explained to everyone that this was an Open meeting and no one was required to talk.The story that stood out the most to me was the story that came from the parthood in the blue jacket. This man looked to be about 26 years old. He told the story about how his bugger off is an alcoholic and how he has been spending surplus time with him during his free time to try and keep his fathers mind off of alcohol. He express he would do anything to help his father beat this addiction. I can relate to this story because I to have a family member whos addiction consume her life. Just like the man in the blue jacket, I to would do anything to help my family member beat this addiction.No one really reacted to his story accept for the leader of the meeting. The leader said some words to the man. There was another member of the group who began talking about her struggles in relation to the man in the blue jackets story. All of the people attending this meeting are there because someone they love needs help fighting an addiction. From the stories I heard, these addictions are affecting everyones daily life, not just the person addicted. From my own personal experience with addiction, I am always worried about my family member.My family member has a drama addiction, so she must never be able to have cash. This is a daily struggle for me because I take care of all her finances, so she does not have any temptation. The people in this meeting were trying to help their loved ones in the same way, by trying to limit the temptation of drink alcohol or doing drugs. I think the biggest difference with the Al-anon meeting versus the AA meeting is that the people attending the Al-anon meeting were all there voluntarily.When I attended the AA meeting you could definitely tell that there was some court ordered participants. Everyone at the Al-anon meeting was more than willing to share their st ruggles and triumphs with everyone in the room, where as in the AA meeting only one or two people shared their stories. Overall, It think these meetings are a great source for people dealing with addiction, for everyone needs to be able to share their experiences to be able to lift them off their shoulders.

Effects of Broken Family to Students Essay

Family is the basic components of the society. And the parents are the most important source of youths bearing, which frame to their outlook in life. A home is where a family lives. It may be alternated to the word house but a house is more appropriately referring to the corporeal twist, whereas home refers to the intangible things that bind together the family members. The Family is an essential factor for a humans whole-being, everything about a man, his background, attitude, all of his achievements, his honor and dignity, relies on the structure of the family a man lives in with.A family is composed of a father a mother and their offspring, bonded by their love for each other. Here in the new-made age a family could be two things, complete or broken. A broken family is believed to be a cause of a childs direct in life, some people give it as the main reason of the rebellious and unclear acts of a person. Meanwhile school is another factor which molds us on becoming a good pe rson. Separation, family problems and misunderstandings from the family are the major causes of undivided parent or broken families.see morehaving relationship while poring overGood relationship of parents to their siblings may build a strong relationship and a strong relationship with their family can develop the expression of a person. The behavior of a person can also affect by the relationship of their family. A person who comes from broken family will have different behavior on their social well-being. The parents have a special role in the behavior of a person. Here in the Philippines, most of the students come from broken family with a single parent. Many of them feel sad. Sometimes they cant explain to their self or to others why they feel that way.When they saw a happy family they feel down(p) moods seems to arise from within. They depression feels unpleasant, inconvenient, and unacceptable. Some of the VMA Global College students come from broken family as well. This research helps the reader to understand the role of good relationship of parents on the behavior of a student. Broken Family can affect the behavior of a student. But the students who come from broken family have different behavior and different principle in life. It also show us the different ways of the respondents on how they overcome their situation.

Ethics in the Classroom Essay

Assessments have been in existences for m either years however schools have implemented unlike technology programs due to changes which have occurred in the educational system. Technology has become an innovative way to document, record, and to expand students reading. Teachers have access to softw ar and hardware which is social function to teach students required education as well as prepare them for the world outside the confines of a classroom. This pattern allow for explain how software product is used to support judgment in the classroom, such as moldable and summative respectment and how technology may be used to support these two assessments.The plan will pack a glimpse into the pros and cons of using technology and the teachers use of technology in the classroom. Although this plan is not intend to be a required plan for any teacher, it offers a suggestive approach to the use of technology based assessment in the school system. Teachers use assessments throughout t heir instruct careers to help evaluate a students gaining process. Assessments also help to gather instruction for others to view such as information pertaining to the schools in their school soil, the students serviced (demographics) and test results.In a recent article online, Formative and Summative Assessments in the Classroom, Ehringhaus &Garrison state Assessment is a immense topic that encompasses everything from statewide accountability tests to district benchmarks or interim test to everyday classroom tests (2012, p2). The two types of assessments teachers used are fictile and summative, which being seminal with formative and summative assessment loafer seem a daunting task, but technology privy assist with this and give students accessible ways to strain both ideas about assessment and kinds of assessments that students took(Senate point on Assessment, 2012,p1).Formative assessment is used to gather information that can be used to improve the teaching and lear ning of students. The main difference amongst formative and summative assessment would be how the information would be used. When it comes to improving instruction and learning, its not the quantity of the selective information that counts, but how information is used (Harris, Lewis, Muoneke & Times, 2010, p. 1). Although formative assessments can be done daily, weekly, or when needed, the information may be used to create a lesson plan which meets the needs of the students in his/her classroom.The summative assessments are done at the end of a course or semester however they may contain other information such as age, race or gender and may cover general information taught over the course of a school year. The use of assessments in technology can also be challenging for some teachers and students. Therefore, educators should compare the pros and cons of using technology in the classroom and assessment of students. Technology has increased in the classroom, and with the change in tec hnology on that point is a change in the way assessments are done.Usage of technology to help assess students can eudaemonia in many ways, it can upraise the learning process of students by help(ing) students visualize problems they may encounter and reach students with different learning styles, including visual, auditory, and experiential learners (Teaching with Technology, 2012, pg. 3). On the other spectrum of technology it can be costly to school district depending if the schools request wired or wireless hardware. Regardless of the use of technology in the classroom or for assessments, teachers must assess their students to help understand and implement the needs of the students.Software to Support Assessment Assessments have been in existences for many years however schools have implemented various technology programs due to changes which have occurred in the educational system. Technology has become an innovative way to document, record, and to expand students learning. T eachers have access to software and hardware which is used to teach students required information as well as prepare them for the world outside the confines of a classroom.This plan will explain how software is used to support assessment in the classroom, such as formative and summative assessment and how technology may be used to support these two assessments. The plan will take a glimpse into the pros and cons of using technology and the teachers use of technology in the classroom. Although this plan is not intended to be a required plan for any teacher, it offers a suggestive approach to the use of technology based assessment in the school system. Teachers use assessments throughout their eaching careers to help evaluate a students learning process. Assessments also help to gather information for others to view such as information pertaining to the schools in their school district, the students serviced (demographics) and test results. In a recent article online, Formative and Su mmative Assessments in the Classroom, Ehringhaus &Garrison state Assessment is a huge topic that encompasses everything from statewide accountability tests to district benchmarks or interim test to everyday classroom tests (2012, p2).The two types of assessments teachers used are formative and summative, which being creative with formative and summative assessment can seem a daunting task, but technology can assist with this and give students accessible ways to widen both ideas about assessment and kinds of assessments that students took(Senate Office on Assessment, 2012,p1). Formative assessment is used to gather information that can be used to improve the teaching and learning of students.The main difference amongst formative and summative assessment would be how the information would be used. When it comes to improving instruction and learning, its not the quantity of the data that counts, but how information is used (Harris, Lewis, Muoneke & Times, 2010, p. 1). Although formativ e assessments can be done daily, weekly, or when needed, the information may be used to create a lesson plan which meets the needs of the students in his/her classroom.The summative assessments are done at the end of a course or semester however they may contain other information such as age, race or gender and may cover general information taught over the course of a school year. The use of assessments in technology can also be challenging for some teachers and students. Therefore, educators should compare the pros and cons of using technology in the classroom and assessment of students. Technology has increased in the classroom, and with the change in technology there is a change in the way assessments are done.Usage of technology to help assess students can benefit in many ways, it can enhance the learning process of students by help(ing) students visualize problems they may encounter and reach students with different learning styles, including visual, auditory, and experiential learners (Teaching with Technology, 2012, pg. 3). On the other spectrum of technology it can be costly to school district depending if the schools request wired or wireless hardware.Regardless of the use of technology in the classroom or for assessments, teachers must assess their students to help understand and implement the needs of the students. To help facilitate the ongoing assessment of students learning teachers may require students to do assignments outside of school. This could include visiting educational sites to help support the content taught in class. Teachers may also allow students to do presentations, such as writing papers, finding information on the web and also interactive sites.Also to help parents stay informed about their barbarians learning process parent sites are also available to view their students grades and testing scores. Assessments can help to oversee the emanation of students, and incorporating the use of technology to help with assessment can hel p to relieve the stress of keeping up with many forms and paperwork, but over usage can become mundane for students. However, as good as technology-based assessment and data systems might be, educators need support in learning how to use them. (U. S. Department of Education, 2012, p1). randomness on proper use of technology should be administered to teachers before they can teach the information to their students. The introduction of hardware such as Promethean boards allows the professional cultivation department to develop courses which have become a requirement of the teachers certification process. This ensures teachers have received instruction on how to implement technology in the classroom and the use of software to support assessment.Teachers should not rely solely on the use of technology as a form of assessment due to inaccuracy of data information. Sometimes human errors may cause problems with a students? grades or information. Over usage of technology can also obscure the information with students who may learn in a different manner. Technology can help assess students using formative and summative assessments, which can increase the learning process of students by continuing ongoing assessments to help facilitate the learning process.

Role of It in Travel and Tourism Industry

IT in act ROLE OF IT IN TRAVEL AND TOURISM INDUSTRY GROUP BK Rajnikant Patel- 111 Dr. Sushant Patel- 112 Rachita Patnaik- 113 Yashasvi Patravali- 114 Navjot Singh- 115 Preview IT has touched(p) every aspect of commerce and turned those industries into gold mines. work & flingistry industry is also one of those which IT has not spared. And how it has brought about transformation and revolution get out be seen in the due course of the presentation. Let me first introduce you to the journey and touristry industry at large, and the focus is particularly on the Indian activate and tourism industry as a subset of the global tourism market.India has been ranked 12th in Asia and 68th in the world as per the Travel and tourism Competitiveness Report 2011 by the World Economic Forum (WEF). Tourism inIndiais the largest assistance industry, with a contri saveion of 6. 23% to thenational GDP and 8. 78% of the total employment in India. The tourism industry in India generated foreign e xchange of about US $ 136 billion in 2008 and that is expected to summation to US $ 275. 5 billion by 2018 at a 9. 4% annual step-up rate. Maharashtra,Tamil Nadu, Delhi, Uttar Pradeshand Rajasthanare the top 5 states to receive inbound tourists.A new growth sector in Indian tourism is MedicalTourism. Medical tourism is essentially foreign tourist cum patients coming to India and seeking medical treatment. It is currently growing at around 30% per annum. It generated $ 9 Billion in 2010. The reason behind such a rapid growth in medical tourism is the fact that India offers hi tech medical treatments at a very cheap price. Giving you an example, if a bypass cognitive process here be around Rs. 2 lac, exactly the same procedure with the same instruments and materials give cost you 30000 dollars in the U. S. , i. e. Rs. 15 lac.The tourism industry in India has also helped growth in otherwise sectors as diverse as horticulture, handicrafts, agriculture and even construction. Coming to IT in tourism, when tuition technology is social occasiond in travel and tourism industry, it leads to the emergence of a whole new parameter called eTourism. eTourism reflects the digitisation of all processes and value chains in the tourism, travel, hospitality & catering industries. eTourism is the tether B2C application, i. e. business organisation to client application and it comprises of almost 40% of all B2C eCommerce. Gone are the days when you would wait for the customers to come to you.In this era of fierce competition, you piddle to reach to the customers before someone else does. 60% of all tourists use earnings to get entropy on speechs. So here we realize how essential information and communication technology is in todays travel and tourism industry. eAirlines Till a few years ago, the basic sources of information in the tourism sector were pamphlets, brochures, directories, guide books, etc. produced and published by disparate countries. The last few deca des witnessed the application of computer and communication technologies in the field of tourism.Two apparent streams of information sources viz, (i) online and (ii) offline came into existence. Core results regarding ICT-related developments in the aviation industry E-Ticketing The elimination of traditional paper-based tickets is one of the core elements of the low-cost business model. Yet, e-ticketing is not limited to the so called no-frills(prenominal) airlines. The adoption of e-ticketing is increasingly pursued also by network carriers. The International Air Transport Association (IATA) intends to achieve a 100% penetration of e-ticketing among its members by the end of 2007.Customer self-service Another measure for cost reduction and the acceleration of passenger flows at airports is to introduce customer self-service check in solutions. This whitethorn be done on the spot by self-service kiosks or in the form of mesh based sign ins, which may even allow users to check-i n from home or their office. Bar-coded embarkation passes offer a natural link with e-ticketing and self-service check-in. Most recently, it has become possible not only to print boarding passes at the passengers home, merely also to place bar codes on the passengers cell phone, thus making paper documents obsolete.RFID for luggage handling might replace classical baggage tags in the near future. It might simplify airline luggage curbment considerably, improve customer service in terms of reductions in mishandled luggage, and deliver the goods new security mechanisms. Computer second-stringers System (CRS) A computer reservations governance (or rudimentary reservation system) (CRS) is a computerized system used to store and retrieve information and conduct transactions related to air travel. Originally designed and operated by airlines, CRSes were later extended for the use of travel agencies.Major CRS operations that book and cheat on tickets for multiple airlines are know n as global distribution systems (GDS). Airlines have divested most of their direct holdings to dedicated GDS companies, who concord their systems get toible to consumers by Internet gateways. Modern GDSes typically allow users to book hotel live and rental cars as considerably as airline tickets. They also provide access to railway reservations in some markets although these are not always integrated with the main system. Global Distribution Systems (GDS)Major CRS operations that book and sell tickets for multiple airlines are known as global distribution systems (GDS). Modern GDSes typically allow users to book hotel rooms and rental cars as well as airline tickets. GDS distribute to a dandyer extent than one CRS to users who are travel agents. GDS require massive investment because they are large computer system that link several(prenominal) airlines and travel principals into complex network of PCs, telecommunications and large mainframe system. Some leading GDS are Amadeu s, Sabre, Galileo and WorldSpan are travel agents. eHospitalityHotels use ICTs in order to improve their operations, manage their inventory and maximise their profitability. Their systems facilitate twain in-house centering and distribution through electronic media. Property management systems (PMSs) coordinate front office, sales, preparedness and operational functions by administrating reservations and managing the hotel inventory. Moreover, PMSs integrate the back and front of the house management and improve general administration functions such as accounting and finance marketing research and planning forecasting and abide management payroll and personnel and purchasing.Understandably, hotel chains gain more benefits from PMSs, as they fire introduce a unified system for planning, budgeting and imperious and coordinating their properties centrally. Hotels also utilise ICTs and the Internet extensively for their distribution and marketing functions. Global presence is esse ntial in order to enable both single(a) customers and the travel trade to access accurate information on availability and to provide prospering, efficient, inexpensive and reliable ways of making and confirming reservations.Although primaeval Reservation Offices (CROs) introduced central reservations in the 1970s, it was not until the expansion of airline CRSs and the recent ICT developments that forced hotels to develop hotel CRSs in order to expand their distribution, improve efficiency, facilitate control, empower yield management, sink labour costs and enable rapid response time to both customers and management requests. Following the development of hotel CRSs by most chains, the issue of interconnectivity with other CRSs and the Internet emerged.As a result, switch companies, such as THISCO and WIZCOM, emerged to provide an interface between the respective(a) systems and enable a certain degree of transparency. This reduces both set-up and reservation costs, whilst facilit ates reservations through several distribution channels. eTour Operators Leisure travellers often purchase packages, consisting of charter flights and accommodation, arranged by tour operators. Tour operators tend to pre-book these products and distribute them through brochures displayed in travel agencies.Hence, until recently in northern European countries, where tour operators dominate the leisure market, airline and hotel CRSs were rarely utilised for leisure travel. In the primeval 1980s, tour operators realised the benefits of ICTs in organising, promoting, distributing and coordinating their packages. Thomsons Open-line Programme (TOP) was the first real-time computer-based central reservation office in 1976. It introduced direct communication with travel agencies in 1982, and announced that reservations for Thomson Holidays would only be accepted through TOP in 1986. This move was the critical point for altering the communication rocesses between tour operators and travel a gencies. Gradually, all major tour operators developed or acquired databases and established electronic links with travel agencies, aiming to reduce their information handling costs and increase the speed of information transfer and retrieval. This improved their productivity and capacity management whilst enhancing their services to agencies and consumers. Tour operators also utilised their CRSs for market intelligence, in order to adapt their supply to demand fluctuations, as well as to monitor the meshing progress and productivity of travel agencies.Tour operators have been reluctant to focus on ICTs through their strategic planning. Few realize the major transformation of the marketplace, while the majority regards ICTs exclusively as a facilitator of their current operations, and as a pecker to reduce their costs. However, several tour operators in Germany, Scandinavia and the UK have moved towards electronic brochures and developed their online strategies. Successful operat ors report that up to 25% of their packages are booked now by consumers online. This enables them to concentrate on niche markets. eTravel AgenciesICTs are irreplaceable tools for travel agencies as they provide information and reservation facilities and support the intermediation between consumers and principals. Travel agencies operate various reservation systems, which mainly enable them to check availability and make reservations for tourism products. Until recently GDSs have been critical for business travel agencies to access information and make reservations on scheduled airlines, hotel chains, car rentals and a variety of ancillary services. However, until recently travel agencies have been reluctant to take full reward of the ICTs, mainly due to a limited strategic scope deficient ICTs expertise and understanding low profit margins which prevents investments and focus on human fundamental interaction with consumers. There are effectively 5 major groups- 1. Amadus IT gr oup- vacation. com, opodo, travel tainmemt 2. Expedia group- expedia. com, hotels. com, anyway. com 3. Orbitz group- orbitz, cheaptickets, hotel club 4. Priceline group- priceline. com, booking. com, active hotels 5. Sabre group- travelocity. com, world choice travel CASE STUDY 1 ICT-DEPLOYMENT AT THE LOW-COST CARRIER RYANAIR, IRELAND ABSTRACTThe innovative use of information technology for online booking, e-ticketing and internal communications coupled with relent little improvements in cost containment, operational efficiencies, route system expansion and scheduling enables Ryanair to achieve increased passenger traffic and report the best customer service performance in its accomplice group class. CASE STUDY FACT SHEET Full name of the company Ryanair Location (HQ/main branches) Dublin, Ireland, with operations in most of Europe firmament (main business activity) Low cost air travel Year of foundation 1985 Number of employees about 2,700Turnover in last financial year 1. 3 bil lion Primary customers Business and Leisure Travelers Most significant geographic market Europe Focus of case study e-Ticketing Key wordse-Ticketing, online booking, web check-in, low cost airline OBJECTIVES Ryanair has achieved annual increases in passenger traffic each year since 1995. Projections are for 35 million passengers in 2006, increasing to an estimated 42 million in 2007. Ryanairs objective is to double passenger volumes and revenue by 2012. It currently (July 2006) operates a fleet of 107 Boeing 737-800s and will corrupt 142 more of these aircraft over the next 6 years.This study outlines the currently evolving e-business capabilities in place to address these growth areas and achieve the sought for doubling targets. ONLINE BOOKING Online booking via the internet commenced in earnest after the launch of the www. Ryanair. com website in 2000. Over 98% of the 27. 5 million passenger seats in 2005 were sold via the internet. This percentage soma is consistent year on yea r, and is expected to continue at this high level. The online booking system gives Ryanair the capability to introduce innovative practices to ensure that the individual customer has greater control over their fare costs.E-TICKETING CHECKNGO Officially launched in 2006, Ryanairs e-Ticketing CheckNGo service enables passengers to check-in online at bottom three days prior to the proposed flight and up to 4 hours before take-off. Using a pre-printed e-boarding card from their home or office computers, passengers can avoid the airport check-in desk and go directly to the security gates with a maximum of one piece of hand baggage. Encouraging passengers to travel with less checked-in luggage also means faster queues for those who check-in at the airport desk.INTERNAL COMMUNICATIONS As Ryanair expanded across Europe, in addition to their well known customer facing web pages, Ryanair has implemented a web-based internal communications system used by flight crews, maintenance staff and d esign staff. For instance, a record is kept of the various components in each aircraft and a tickler schedule for their maintenance and/or replacement. The intranet system has also saved on tangible costs, including paper and printing costs. DYNAMIC PACKAGING AND OTHER ANCILLARY REVENUE SOURCESRyanair drives more sales and increased revenue via the dynamic packaging of flights with discounted hotel rooms and bottom of the range car rentals. In addition after selecting their flights, all travelers are strongly encouraged via the online payment process to take out travel insurance. Another option provided via Ryanairs homepage at present is to click through to another suppliers web site such as activitybreaks. com to buy their products. CONCLUSIONS AND LESSONS LEARNED The adoption of e-ticketing and internal e-business systems has enabled this low cost carrier to keep operational running costs well in-check.For the financial year ended sue 31, 2005 their share accounted for 16% of to tal revenues, compared to 15% for the previous year. Ryanair is consistently the European leader in LCC. In addition, due to the minimal in-house administration costs, Ryanairs low-cost-flights business marketing model includes frequent give-away flights as well 23% of its tickets were given away in 2005, and half of all flights are slated to be free within the next 4 years. CASE STUDY 2 E-TICKETING AT SN BRUSSELS AIRLINES, BELGIUM This case study highlights the benefits of e-ticketing.After IATA was commitment to discontinue the distribution and treat of paper tickets by December 2007. SN Brussels decided to focus on e-ticketing in order to cut operating costs and generate redundant convenience to passengers. Apart from lower cost and increased operation efficiency, e- ticketing allowed the airline to strengthen its market position by a more intensive use of alliances and reduced settlement on intermediaries. BACKGROUND SN Brussels Airlines is a full-service Belgian airline comp any founded in 2002 by a group of Belgian investors who acquired some assets of the ankrupt Sabena airline. SN Brussels Airlines is the only full service airline that operates from Brussels and is the market leader at Brussels Airport. It operates around 285 flights per day to various destinations in USA, Africa & Europe and 3. 5 million passengers carried per year. It has around 2000 employees in Belgium & abroad. OBJECTIVES SN Brussels Airlines has developed an interesting business concept of offering fully serviced flights, as offered traditionally by the established airlines, with the lowest possible fare to compete with the low cost carriers. The airline aims to attract both the demanding business travelers with tight schedules but expecting value for money and economy travelers who are sensitive to prices This lead to high airline occupancy and the airline registered profit for 3 years despite discriminatory conditions. ICT INVESTMENTS Expands its ICT use due to customer exp ectations which gives travelers more convenience and control from the booking stage to the in-flight service. It invested in passenger technologies like e-ticketing, online check in services to reduce the cost. ICT developments like e-ticketing and own website/booking engine enable the airline to strengthen its brand awareness, get direct access to its customers and, consequently, reduce the dependency on Central Reservation Systems (CRS) and Global Distribution Systems (GDS). E-BUSINESS SERVICES SN Brussels internet site (www. flySN. com) is a major part of the companys e-ticketing infrastructure it is user-friendly and allows for an easy search and compilation of travel offers. It also provides self check-in possibilities, hotel bookings, insurance and rent-a-car services online. E-tickets are also available through call centre of attention on all routes in the network and through GDS used by travel agents. BENEFITS Online booking, proved to be an efficient channel for the distri bution of e-tickets. In whitethorn 2002 only 38% tickets were sold online whereas in September 2006, 63% of own sales were conducted via its own booking engine. The e-ticket uses a database to track the sale and use of tickets. tout ensemble subsequent ticket transactions, including refunds, exchanges, check-in, void and settlement, involve this holding database this reduces chances of fraud and eliminates the problem of lost ticket. It also reduced the cost of documentations. SN Brussels Airlines e-ticketing solution allows for seamless link up with external partners by forming alliances and developing the so-called interlining system that allows passengers to have one ticket for a complete travel itinerary with different travel segments from several airlines. Passengers have then only one set of tickets for a multi-operator trip and benefit from having their luggage checked right through to their destination LESSON LEARNED This case study illustrated the use of e-ticketing at SN Brussels Airlines.The e-ticketing system did not only enable the airline to reduce operation costs and increase efficiency, but also helped to achieve strategic advantages which have further strengthened its market position. In particular, the applied e-ticketing technology facilitates the creation of alliances with other airlines. This, in turn, allows for a more efficient utilization of transportation capacities and access to a larger number of customers. Furthermore, e- ticketing combined with the development of direct online sales channels reduces the dependency on intermediaries and decreases the payments to CRS/GDS.FUTURE OF E-TOURISM The Internet and mobile communication devices are three most significant ePlatforms that will help change the future of tourism. The Internet will allow more people to access high quality information quickly and with minimum inconvenience. It also gave the possibility to purchase travel products on-line. In addition, it generated great service e xpectations, as consumers anticipate to be served on a 24hours/365days basis and at their own convenience. Not only does the internet help the traveler but also the tourism suppliers like online travel agents, airlines etc. The trend towards the use of mobile communication devices is mostly determined by the commodification of mobile phones in the olden few years, coupled with an increasing take in to be able to obtain information while on the move. For example, business travelers can receive information on arrivals and departures as well as check-in through their mobile phone for a number of airlines. On-line Internet provision is not sufficiently developed for those areas conventional telephone can also be used, a traveler may call a call center to confirm their bookings or ask queries.Importance of GDS and CRS in Travel & Tourism Industry Computer reservations systems (CRS) have become critical instruments in the marketing and distribution of travel and tourism products and ser vices. New systems have recently been developed in Western Europe, while the Asian and Pacific regions are in the process of establishing their own systems. A central reservation system represents a computerized system used for both storing and distribution of information. We could be talking about a hotel, a hotel chain, a resort or any other type of lodging facilities.The CRS can also be used for checking up different details about flights or seat availability. sight may tend to confuse CRS with GDS (Global Distribution System) because of their similar functionality. However, there is one important difference between these two applications. Central reservation systems are web applications exclusive for each company or hotel. On the other hand, a global distribution system is used by various travel agents for booking reasons, as they cannot access CRS. CRS contains important information such as hotel accommodations, activity bookings, flight schedules or even holiday packages.Ther e is almost no need for a travel agent as you could simply arrange your reservations over the Internet. Most hotels and travel agencies have their own websites for presenting their rates and offers. Websites can also be used together with various CRM software in order to strengthen the existent client relationships. Reservations are processed within a centralized emplacement that is also responsible with availability management. Rates retrieval and reservations are made as efficiently as possible. Hotels will benefit from better yield management and will also reduce other costs as web bookings will not be done anymore through third parties.

Activity-Based Costing

The Activity-Based Costing indicates that all indirect cost shall be apportioned to direct costs for the organization. The ABC takes the indirect expense that cite to each activity for the specified product or service. The use of ABC can be identified where the several costs that cannot be apportioned for the detail cost. The ABC system is high-cost accounting technology which requires the efficient personnel, considerable amount and money. Traditional costing relates to costs of products/services whereas the Activity invertebrate footd costing relates costs and activities and products/services.It means the Activity Based Costing can also be implemented in production section and service sector too. The main base of the ABC is to distribute the indirect costs to the respective departments i. e. production department, service department, miscellaneous services etc. there will be no muddiness about direct costs and they can directly be allocated to the respective departments. But so me costs cannot be apportioned to the particular head and at that ABC will be identified. La Villa Roma Pizza With respect to La Villa Roma Pizza wants to introduce a small recompense for deliveries.The confederation also wants to determine the cost of delivering pizzas to clients. Cost object In this regard, the association wants to charge a small fee with respect to deliveries. The main base of the company is to deliver the pizzas for particular charge. Again the company wants to impose some small fee which attracts negative approach to the customers. Hence the company has to charge the small fee for those who are out of specified area, specified condition etc. Cost drivers The charge of the particular activity is to be based on the distance and judgment of conviction of delivery.Hence it may vary for every activity. The fixed charge cannot be levied. The ABC provides more accurate cost information with cost driver associates with the activities. Cost of pizza. In addition to normal charge of the pizza, the additional charge may be levied who were supposed to be received beyond the specified area and specified time. name 1. http//greenbusinesscentre. com/Documents/TCM%20bulletin-ABC. pdf 2. www. bauer. uh. edu/mnewman/HS/Chapter04. doc 3. http//www. answers. com/topic/activity-based-costing

Limiting The Freedom Of The Press Essay

Advertising is a powerful and effective source of information in our everyday conduct just like TV or internet. Advertisers use ads to encourage people to get products and make products more applicable to them. Respectively, advertisers should eachow the freedom of the turn on. Freedom of the press is freedom of communication and the right to publish newspapers, magazines, and other printed matter without govern mental restriction or any restrictions. Gloria Steinem argues effectively that advertisers atomic number 18 controlling the freedom of the press, since they ar determining what women should receive or should not. To support her argument she mentions compromises she encountered when she made rules accepting ads in Ms. Magazine.One of Gloria Steinem goals in Ms. Magazine was to add gender neutral ads in her magazine, She wanted to introduce stuff like cars and electronics, such ads were not common in regular womens magazine. Nevertheless, she encountered negative attitude s by many companies. She mentions, U.S carmakers firmly view that women choose the upholstery color, not the car, but we are armed with statistics and reader mail to prove the contrary. A car is an important purchase for women, one that is such a symbol for mobility and freedom that many women will spend a greater percentage of income for a car than will counterpart men. (Steinem 233) Using this example Gloria Steinem shows that nigh companies have the idea that women are shallow and they only care about the outer look not about the over all the performance. Because of their outrageous brainpower they are refusing to put ads of their products in women magazines. Nevertheless, Steinem by convincing foreign car makers to advertise in her magazine. She proved that women are equally important customers as men and womens market should be taken seriously.Thus according to advertisers women do not understand technology, and such ads are not made for them. Ads advertisers are placingin w omen magazines are disagreeent from the ads that are placed in other magazines. It was clearly stated when U.S car companies refused to put ads of their products in Ms. magazine while they usually do it in other ones. Refusing to introduce certain(a) ads in womens magazine for unconvincing reasons and the examples Gloria Steinem introduced strengthen her argument that advertisers are choosing their audience and determining the what each stem of people should get. She provided another example to further support her argument, Steinem points out to cigarettes. She mentions Essence, a magazine that was the only national magazine for African American women.This magazine had praised cigarettes and affix ads of models skunk, encouraging black women to smoke. And then Gloria Steinem states According to California statistics, African American women are more addicted to smoking than the female population at large, with all the attendant health problems. (Steinem 243). Therefore, Adverti sers that represented cigarettes ads in this women magazine are the reason that black women are more addicted to smoking than other female population. Ads pressd smoking regardless of its unhealthy dreadful effects and that fact that it causes deaths. By pointing out such example, Steinem further supports the idea advertisers choose what they want to introduce to their audience. Steinem also shows that ads promote products regardless if they are good or not.Gloria Steinem mentions that ads in women magazines are different from those in neutral gender magazines. She states The same companies that insist on recipes in womens magazines place ad in people where there are no recipes. Cosmetic companies support the New Yorker, which has no regular beauty columns, and newspaper pages that has no beauty atmosphere (Steinem 239) . She includes another prove, We also explain that placing food ads only next to recipes and how-to entertain articles is truly a negative for many women. It assoc iates food with work- in a way that says only women have to cook- or with guilt over not cooking and entertaining. Why not advertise food in various media that dont al shipway include recipes (thus reaching more men, who have become a third of all supermarket shoppers anyway and add the recipe amuse with specialty magazines like Gourmet (a third of whose readers are men)? (Steinem 238).Gloria Steinem explains that advertisers have double standard. They introduce different ads to different group ofpeople that affects them in certain ways (introducing recipes in womens add made them feel obligated to cook.). The ads that are in womens magazines are different form those that are in other magazines. Hence, advertisers don not have a specific criteria in making their ads.They just provide what they think a certain group of people should receive. On the other hand, advertisers should not determine what women should receive. Advertisers should have one criteria introducing their ads to al l audience, not different ads for different audience. Steinem states this idea to open the eyes of her readers that advertisers by doing this are genuinely limiting the freedom of advertising.Not that having advertisers choose the audience that receive certain ads was not bad enough. Advertisers now have their own rules and orders that should be applied in front placing their ads in a certain magazine. Gloria Steinem states Meanwhile, advertisers control over the editorial content of womens magazines has become so institutionalized that it is sometimes written into insertion orders or dedicated to ad salespeople as official policy- whether by the agency, the client, or both. And then she mentions some of the orders that were given to womens magazine effective in 1990. An American tobacco company order for a Misty Slims ad noted that the U.S government warning must be included, but also that there must be no adjacency to editorial relating to health, medicine, religion, or dead (St einem 241).Besides the fact that advertisers are using different ads for different group of people, advertisers have their own rules and orders for their ads. They are requiring praise for their products. And this made new fields like beauty writing to be invented. This kind of writing praise products to oppress and push women to buy certain products. By mentioning some of the rules advertisers ask for, Steinem shows that instead of giving the freedom to include whatever editorial texts to be included, advertisers are choosing what to and not to be included in a certain ad or around a certain ad. Steinem relates this to her argument, because by choosing what editorials text should be included and by having specific demands and orders advertisers are clearly limiting the freedom of the press.Gloria Steinem shows how womens magazines are filled with ads rather thancontent . She mentions how ads makes the greater part of womens magazines. I picked up a variety of womens magazines for F ebruary 1994, and counted the pages in each one (even including the table of contents, letters to editors, horoscopes, and the like) that were not ads and/or copy complementary to ads. Then I compared that number to the total pages. Out of 184 pages, McCalls had 49 that were nonad or ad-related (Steinem 241). She mentions more magazines and all of them had small portion that was nonad or ad-related. What Steinem is trying to show, is that womens magazines are out of content. They are mostly ads. Whereas, looking nates, womens magazines had more meaningful content.As older readers will remember, womens magazines used to be a place where new young poets and short story writers could be published. Now, thats very rare (Steinem 243). Steinem uses comparison to show how women magazines have changed as time passed. Its clearly that they worsened. They became meaningless and they lacked real and interesting information. This lack of ingenuousness and creativity in womens magazines caused them to be repetitive all going over the same products but in different editorial styles. This takes us back to Steinem main argument that advertisers are limiting the freedom of the press since they are the ones who control what a magazine would and wouldnt have and that is because they are they are stipendiary to the articles that looks more applicable to the products they are advertising.Gloria Steinem was sufficient supporting her main argument, she stated clearly how advertisers choose their audience and determine what they should receive, how ads in womens magazine differ from other ones, how advertisers are making their own rules and orders ,and finally how womens magazine changed negativity during time. For all these reasons she mentioned, she proved that advertisers are not allowing the freedom of the press, they are actually limiting it and taking control over it.Work citationSteinem,Gloria. Sex lies and Advertising. Signs of Life in the USAReadings on Popular Culture fo r Writers, Sixth Edition. Ed.Sonia Massik, mariner Solomon. Boston, New York Bedford/St. Martins,2009. 227-247. Print.

Kindergarten Chats – Architecture

This drill has introduced me to versatile factors in architecture regarding what it represents and should be in society through Louis Sullivan words. A Terminal Station The male Implies forceful, direct, clear and straightforward, The Feminine Implies intuitive sympathy, suavity, grace, and qualities of soothe, elevate, and refined. Should be easy to get in and out (efficiency) Outward fit of the style takes on the ambulance of architecture. I agree, a terminal station should be able to tell us what it is and from the outside, where are the entrances, exists, etcThis is a public figure and needs to be clear. The Key Each buildings external medical prognosis represents character and its up to us to unlock the architecture behind the building. The Architect represents or misrepresents society at large what his plain duty is, if any what society has demanded and expect. There is a particular blaspheme amid the society and the Architects. Whichever way our architecture goes, so wi ll our country go However the architecture is malodorous to the core, according to Sullivan, the illusion of Ameri back architecture.I agree how the public in large is not heavily gnarled in how their architecture is formulateed, thus we are putting trust on architects hands. Nature Is visible, objective bounces, contains aspects of sweetie of form and color. The elements of earth and air shaped by delicate hand of time A notional impulse of origin In conclusion, buildings are made of materials, but the elements of the earth are removed from the intercellular substance of nature, and reorganized and reshaped by force mechanical, muscular, mental, emotional, moral, and spiritual.Character Not confined to the individual, it is also defined by the municipality, the nation, rent trends, and qualities that we the hoi polloi are demanding in the market ready. Values We recognize prys in medals, diplomas, or monuments. Brings a sense of partnership Curtain values in which coin ca nnot measure. Take for example a building, any builder can tell you the estimated value of the property in money terms. However, the value of the building is based on inbred value and Dollar value.Sullivan recommends that both come into play. Human nature determines the subjective value, which is more permanent, but money value is inseparable from the a roman letters theatrical role temple affairs of life. Sullivan talked about how roman temples are place in great modern cities, at the same time having a strenuous sight, sound, that remind the citizenry of their god. Such a holy precinct sh every be doubly sacred to us in our reverence for this concretion of old and new. An example of how a building can be highly subjective, take for example a bank.Just as we discussed in class, a Bank wants their building to inferm powerful with self-colored values. Sullivan disagrees that banks in the States should not resemble a Roman Temple. He believes that it should belong to ancient Ro mans and that banks an make as a good deal money in any kind of bank. Thus no need for imitations . It was a part of Roman life and their culture, and that goes along with the Roman glory, thus building temples all over resemble a roman death. Taste It expresses a familiarity with current persons of the culture, or trends. When an architect loses trust from the people at large, this is called weak taste. I always consider taste as what the market demands, for example having garages in suburban houses because of the demand for gondola car and storage area. A Department Store Sullivan describes a department stores as a structure that is logical, though, and states directly its purpose, and unmistakable though not wholly gratifying index of the business conducted within its walls. Its directness of averment is its chief virtue.Expanse of glass and light and displays In other words, it stands to reason that a thing looks like what it is and outer appearances resemble inner purpose s. This is a great example of Function and Form. Function and Form Every form we see thither is a vital something or other which we do not see, which makes itself visible to us in that very form. A state of nature the form exists because of the function and behind the form is incomplete more nor less than a manifestation of what you call the infinite creative spirit, called God. A building is in good order designed when you are able to read through and know the reason for that building. The details are not the same as the parts and the mass. Logical vs.. Organic growth Logical is scholarship, or taste, or all of them combined, cannot make organic architecture Logical is common sense, a thoroughly disciplined mind, a perfective quinine, and a gracious gift of expression. Logical can not deal with creativity process, for the creating function is vital, as its name is pure-reason. Organic correlates to organism, structure, growth, development, and form. Organic implies the pressure of a living force and a resultant structure or mechanism. The pressure is Function and the resultant is Form. Ornaments in Architecture Sullivan explains ornaments as a decorative industry of enhanced beauty of our structures. Its what gives charm to a building. I agree with Sullivan that its a luxury, to a necessary, because of the great value of the masses.Take for example a garage to me it does not need ornaments, because Just the building itself provides the required beauty. However I agree that a certain type of ornaments mixes well with certain buildings, examples retail, industrial, residential, office, etc. Beautiful building whitethorn be designed that shall bear no ornaments A decorated structure, harmoniously conceived, well considered, cannot be mere(a) of its system of ornament without destroying its laissez faire. The luxury of this inquiry becomes necessary our architecture shall have neared its final development. Ornament design will be more beautiful if it seem s a part of the surface or substance that receives it than if it looks infatuated on. Both the structure and ornament obviously benefit by this sympathy each enhancing the value of the other. in addition a curtain kind of ornament should appear on a certain kind of structure. Buildings should posses an individuality as marked as that which exists among men, making them distinctly separable from each other, however a strong the racial or family semblance may be.If I stare at my house, I will see all types of Ornaments that have been chosen because of my Hispanic culture, Ecuadorian family, sports, hobbies, and each room has a certain type of style. Thoughts about this Reading I personally did not like this reading as a narrative, because there were many parts filled with a lot of fluff. I prefer to read a reading that is more straightforward and provides real examples and has pictures. Overall, my favorite parts talking about we the people have trust and give total control to deve lopers and architects of designing our lives.

Barilla Spa (a)

BARILLA SpA (A) Table of Con cardinalts Part wizard Executive Summary3 Part Two Immediate Issue4 Part Three Systemic Issues4 Part intravenous feeding qualitative Analysis5 Part Five Alternatives6 Part Six Recommendation8 Part Seven Recommendations executing Plan9 Part Eight oversee and Control10 Part One Executive Summary In read to respond to fundamental accept variance and incidents of high stock prohibited coiffure kelpwort is authoritatively applying pressure to both its manufacturing and logistics departments to restock scattering centres as quickly as possible. This is resulting in high diffusion costs and a reduction in over all told profits.In the long term I am recommending that barilla SpA implement a except in Time Distribution (JITD) system to reduce excess inventory and eliminate stock outs at the electrical distributer to grocery level of the distribution chain. The novel system departing include a prophecy and planning system based on informatio n provided by the distributors on a day-to-day earth. The JITD place reduce inventory to acceptable levels and volition reduce inventory carrying cots. It depart also flavourlessten collect resulting in cost savings at the manufacturing and shipping levels. It will also provide an opportunity for untested sales promotion types and levels.Initially the new system will be implemented on a exertion basis and at the end of the trial with successful performance indicated the system will be presented to natural departments as swell as distributors. This report will be used as a basis for discussion in our proceedsion meeting at the end of the week. Giorgio Maggiali Director of Logistics Barilla SpA (A) declination 4, 2012 Part Two Immediate Issue Barilla SpA is experiencing difficulty in the manufacturing and logistics sectors of their operation because of an extreme variability in hold of their alimentary paste point of intersections.Though demand for alimentary paste in I taly is flat Barilla has been experiencing sharp spikes in demand for varying types of pasta from different beas. Because of rigid manufacturing gestatements and lengthy lead magazines from stead of order to delivery, stock outs have been experienced between the distributors and retail stores. Part Three Systemic Issues sales Operations Nature Tactical Timing Short Term Distributors ar encouraged to purchase product based on discounts rather than product demand at their customers locations.The sales representatives are given specific sales targets to meet and are conceivably focusing on the discounted products because they are an easier cover to the distributors. Distribution Nature Tactical Timing Short Term and Long Term Lead charm from business officement of order to delivery ranges anywhere from eight days to foursometeen days, though the average is ten calendar days. This includes fruit and shipment of the product. Most distributors do not rely on forecasting syste ms to place their orders they simply count stock on a cycle and place orders to refill to the previous level.There is no analysis based on product type, clip of year etc. Stock outs are natural event between the distributors and the stores the lead time to fill the product gap is too long. Manufacturing Process Nature strategic Timing Short Term and Long Term The pasta production process (particular surfaces and types of pasta require fixed heat and humidity forget me drugtings in the kiln) makes it difficult to replace a specific type of pasta that has sold out at a vendors store because of unusually high demand. The production process sack upnot be changed or sped up without risking a decline in quality of the product. Part Four Qualitative AnalysisBarilla SpA is the largest pasta producer in the world. They offer both dry and fresh pasta as well as a variety of other products including cookies, cakes and breads. Currently, the demand for pasta in Italy is flat with only an a pproximate increase in demand of 1% per year. Barilla competes with other pasta providers (approximately 2,000) by utilizing innovative advertising techniques and by using high quality raw materials in their products. In order to compete in the Italian market they utilize the traditional method of distribution to their customers via their own distribution center as well as a number of independent distributors.Distributors may place orders when they contain from each one year is sectioned off (referred to as canvass periods) and specific products are offered at discounted rates in an assigned period. The type of product that is offered in each canvass period is decided by the sales department. There are also slew discounts offered on certain products which may be narrow by the Barilla sales personnel (i. e. free shipping for full truckload orders). Sales staff has plant sales targets for each canvass period which results in pressure sales to the distributors.The distributors wil l purchase more of the discounted products in order that they can pass the savings to their customers to achieve higher sales. The majority of distributors periodically review their stock of Barilla products and place orders with Barilla based on re-stocking to the previous level they had of each product type. Input from the store level is not considered as the main factor in ordering. There are no set minimum or maximum levels for types of pasta or for size of distributor. Pasta production is time consuming a series of steps are involved that essential be followed to produce the quality of pasta that is Barillas trademark.The drying process alone takes approximately four hours the settings of the kiln are specific to the size and type of pasta being produced. In addition to production time there is shipping time which varies dependent on the proximity of the manufacturing plant to the distribution center. Shipping encompasses the approachability of vehicles and the cost of shipp ing. The current method of ordering means that there are less-than-truckload or LTL shipments taking place which are more expensive than full-truckload or FTL shipments. Part Five Alternatives Alternative One Sales ControlsThe Barilla sales department will offer product promotions based on product movement at the region/store level. Volume discounts will be discontinued. Pros Promotions based on sales selective information from the several(prenominal) stores will reduce stock outs and will maintain the sales departments relationship with the customer. Cons Distributors mislay control over the stock and stock levels that they are carrying. Sales of other product lines that Barilla produces will decline and some customers will change to other suppliers for their variety of product. Alternative Two Inventory ControlsBarilla will set minimum/maximum inventory levels for each SKU based on historical sales data. sanctuary stock will be produced of the pasta types that regularly stock o ut at the distributor locations. Pros Instituting set inventory levels for each SKU will ensure a more realistic supply of product for each location. Producing safety stock for the pasta types that spike will reduce restock time and mitigate market share outlet. Cons Historic data is inherently flawed because of trade promotions and volume discounts minimum/maximum levels would be skewed.Excess stock would take up a significant amount of quadruplet and extra storage space would need to be obtained. There will be conflict with distributors because of their loss of control and with sales because of the loss of promotional opportunities. Alternative Three Just in Time Distribution (JITD) Product will not be ordered by the distributor but will be supplied by the manufacturer to the distributor based on data provided about the previous days shipments from the distributor to the customers as well as their current stock levels of Barilla product.Pros Barilla would ship product only as it was require rather than having large amounts of excess stock. Information regarding supplies at the distributors warehouses would aid Barilla in improving their forecasting system. Barilla would have more control over the distribution process. Cons Distributors do not want Barilla interfering with their inventory. The sales staff is reluctant to lose their opportunity to meet and trump sales targets through their promotions. Part Six RecommendationWe recommend the implementation of Alternative Three, the JITD model. JITD will enable Barilla to cut current distribution costs and stabilize supply to the customers. JITD is based on real time data and inventory specific information. Rather than basing product supply on current promotions or volume discounts, product supply is based on historical demand at the specific distributor locations. * This will ensure that customers receive product that they can move rather than being supplied product that will pattern on their shelves for e xtended periods of time. Barilla will be able to reduce inventory levels at their locations because demand will be stabilized and as a result carrying costs will be reduced. * acid can be regulated as product delivery is regulated and cost savings can be found through possible transportation discounts (FTL vs. LTL shipments). * Promotions can be tailored to individual products at individual locations. Barilla can manage inventory levels more effectively than the distributors because we have an understanding of all facets of distribution.The distributors do not have a clear understanding of the manufacturing process and the reason for lengthy lead times. Traditional trade promotion and volume discounts will be eliminated by the implementation of JITD. A new promotion structure will be implemented to maintain market competitiveness. Part Seven Recommendations Implementation Plan We believe that to encourage both internal and external partners to embrace the JITD system, Barilla shoul d introduce JITD as a pilot run across at one of the distribution facilities that has experienced extreme demand variability.Customers are resistant to the change because they will lose control over product type that will be carried. They do not want Barilla to push product through their centres to reduce their costs while restricting the distributors role in the delivery system. Barilla can present the data from the pilot project to the other distributors. The data will prove to distributors that implementing the JITD system will be of welfare to them as well as to Barilla. When proposing the JITD system to customers Barilla has to explain that it will * come down Costs * Reduce Inventory Levels Improve Fill Rate to their Stores Implementing JITD is in the best interests of Barilla, the distributors and their customers. There is internal resistance, primarily from the market and sales group, because there is a lack of understanding about the effects that implementing the system would have on the various departments and their functions and duties. The sales department, in particular, is concerned that a JITD system would reduce their duties and impedes their ability to sell product by removing the current trade and volume purchasing promotions.In order to get buy in from each department I need to have the support of management including DiMaria, the manager of the sales department. Support for the modulation has to be top down as the current problem is not just a logistics come forth but is a supply chain issue. Part Eight Monitor and Control The pilot project will be implemented within two months and will be take place over the course of three months. The Key Performance Indicators and measurements are * Customer Demand Levels Success is flat demand or less than 1% variability in demand. Stock Out Levels Success is stock out levels at less than 2% per order cycle. * Inventory Levels Success is less than or equal to 90,000 kilograms of pasta/day at the manufacturing facility and less than 4% excess inventory total at the distributors warehouse. At the end of the three month trial the Barilla management team will review the data and prepare a report to present to individual departments within Barilla and to distributors. If figures, as laid out above, have not been met then Barilla will continue to maintain the current distribution process.