Procurement route Essay Example | Topics and Well Written Essays - 1500 words

Procurement route - Essay Example The clients specify the budgetary constraints to the consultant who are then supposed to determine the targets and requirements from the business case prepared by the client. As the requirements and specification are prepared by different entities, certain amount of time is spent in the transformation and is hence slow in comparison to other approaches. This approach has also not been found to be suitable for complex construction projects due to a lack of prolonged involvement of the client in the design and build, due to which there is a gap between desired outcomes and the actual implementation. There is a greater degree of sub-contracting of certain aspects of the construction to specialized sub contractors due to which work progresses on numerous fronts simultaneously, which is why it is suitable for fast-track and complex projects. An additional management contractor is employed to maintain correspondence with all elements connected with the project involved in the project. This way, the management contractor has full freedom to choose specialized companies to handle specific works of the project qualitatively and at a brisk pace. This approach also provides less cost certainty as both design and construction commence at the same time, which means adjustments and modifications to cost, budget and raw materials always take place. The preceding paragraphs have described the various procurement routes that have evolved as part of the process of procurement. However, not all are suitable in the current context of the issue surrounding the Conlon’s Chemicals site. As such, it is deemed appropriate to evaluate each procurement approach with the given problem and arrive at the most suitable procurement route. The client in this case has only specified the budget and has made it clear that the cost of the two projects have to stay within the specified budget. When considering the traditional

Commentary on the eco friendly shoes Essay Example for Free

Commentary on the eco friendly shoes Essay Blackspot Sneaker and Nike considered. The best way to have the biggest share of the market is not really by advertisements or sweet talks; it can only be done by the use of economic friendly products. The product that every Tom, Dick and Harry would be able to afford without going for a loan. Commenting on the economic friendly shoes of Blackspot and Nike, apart from producing a user friendly shoes, they also put other factors into consideration and it is in view of this that made them dominate the shoe industry. Why will a buyer purchase a pair of shoe for the same price he/she can purchase 3 pairs? Since those two companies put the end users into thought by producing shoes that would be durable, cheap and firm, they have been able to control the target market and every advertisement rolled out to the audience is accepted as a contract or agreement to purchase a pair or more of the advertised shoes and this has really increased their sales not for a particular manufactured shoes but all shoes on which Kalle Lasn or Nike is written on.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In an excerpts from Blackspot website,   Kalle Lasn, CEO, Blackspot, said â€Å"all shoes manufactured by Blackspot are earth friendly, anti sweatshop, cruelty free and prograssroots   and he ended it by saying that Blackspots are the only rough and ready shoes that has the ability to beat NIKE†. When a shoe company comes out with a good product, and at the same time a relatively cheap product, it is very certain that the demand will be higher than the supply because everybody will like to be seen with the product on his feet. As this increases, the shoe company will continue to make name and refrain other competitors from coming to the market scene.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Conclusively, it could be seen that the society has really impacted in the advertisement and sales of eco friendly shoe producers because without the society there would be no turnover.

The Career Of Ray Charles Music Essay

The Career Of Ray Charles Music Essay Ray Charles has been described by many of his contemporaries, Such as Frank Sinatra, who said, Ray Charles is the only genius in the business. I am going to discuss to what extent Ray Charles contributed to popular music. Ray grew up alongside both gospel and country music and was heavily influenced by these two genres. I am going to discuss how through his integration of gospel and rhythm and blues in releases such as I Got a Woman helped Ray create his own musical identity but ultimately helped to create a whole new musical style Soul. Finally I will discuss how his fusion of white country music through Modern Sounds in Country and Western Music helped to break barriers and introduced country music to a mainstream audience. Nat King Cole and pianist-singer Charles Brown, much to similar style of Cole had a great effect on Ray Charles. Ray closely imitated these artists as a teenager and during his time with Swing Time Records, headed by Jack Lauderdale. However, for Ray too be more successful he would have develop his own musical identity. During the 1950s Ray Charles would begin to blend RB and secularise gospel styles, which would ultimately lead to birth of Soul. He would begin to incorporate the chord changes, song structures, call and response techniques, and vocal screams of gospel. The influence gospel had on Ray is present from an early age. Ray grew alongside church music and would listen to Wings Over Jordan and the Golden Gate Quartet. During his time at school he would regularly sing in a choir and also organise his own informal singing group, which would sing rhythmic gospel music. In 1953 Whilst recording for singer Tommy Ridgeley at the JM Studio, New Orleans, Ray would play a couple of tunes after the session. He performed Feeling Sad funeral march and Guitar Slims and Rays I Wonder Who. His performance is characteristically blues, as ray weeps his way through the lyrics as horns drone sombre chords. However as Micheal Lydon states that after re-listening, Ray opens his voice in baby steps, exploring how to shade his vocal textures. This recording shows that Ray would need to push himself further with his emotional range. Around his birthday after Ray begins to widen his emotional range his friends in New Orleans would notice a change he began to sound like a gospel singer. Trumpeter Wallace Davenport recalls The first time I heard him I thought he was Charles Brown, then he started getting into that church thing. As Ray began to incorporate gospel into his music he would listen to gospel radio and read the Braille bible he carried. Renald Richard explained how Ray loves the blues singers like Joe Turner, but most of all he loved gospel singersà ¢Ã¢â€š ¬Ã‚ ¦He used to talk about Archie Browne, the lead singer with the Five Blind Boys of Mississippi, how much he liked them. He would then begin to sound like them by turning and playing around with his notes, which would be much to the enjoyment of the audience. Later on in December 1953 whilst with Atlantic Records, Armet Ertegun and Jerry Wexler would listen to four arrangements Ray had made on radio station, WDSU. In this you can hear three distinct elements: Jazz, Deep Blues and fervid Gospel, coming together in an early stage, not a sound which is fully refined but one that sounds like Ray Charles. If there was a single turning point in the career of Ray Charles, it probably occurred on November the 18th 1954 at a radio station in Atlanta. It was here Ray and his recently formed band would record I Got a Woman. This was his first hit Ray had with a gospel influence. In October 1954, Ray was touring with his first band toward Indianna. Whilst searching the radio stations he would stop when he found a gospel station. Renald Richard remembered vividly a gospel tune that came on with a good groove and started singing. Ray sang something like I got a woman and I answered yeh she lives cross town then shes good to me. Renald then wrote the song for the next morning to the satisfaction of Ray. I Got a Woman is an archetypal 16 bar secularisation of My Jesus is all the World to me. Others have seen it as a straight rewrite of I Got a Saviour. The songs Ray had performed before like The Suns Gonna Shine had the hortatory tones of a preacher in the pulpit. I Got a Woman was a preacher a t a picnic. Light heartened gospel spiritual joy into sexual delight. It would lift the listener with each of its 4 bar chord change, confirming his optimistic lyrics. Just as the church would joyfully celebrate the glory of God. I got a woman was a record for every happy couple in America, black, white and in-between. The band first performed I Got a Woman for Ahmet and Jerry as they arrived at the Peacock club in Atlanta. Ahmet described how the power and precision had stunned Jerry. Jerry stated that something fantastic had happened, Ray had hatched, ready for fame. Through blending gospel with blues, Ray had the first time fused two strict idioms. In the African-American community the blues and gospel are both part of their culture. However a blues singer didnt sing gospel and a gospel singer didnt sing the blue. It was taboo. Many people believed that it was sacrilegious to mix blues with spirituals says Big Bill Broonzy and American blues singer. However, it quickly rose to the top of the charts in early 1955, the success of I got a woman being down to good attention from both white and black markets. Before, Ray had recorded songs like Mess Around by Ahmet Ertegà ¼n, which were big in the RB charts but not the white charts. A year after its first recording, Elvis Presley would confirm the impression it made by his own cover of I Got a Woman at RCA. In Jan 1955 Billboard quotes as I Got a Woman as one of the most infectious blues sides to come out since the summer. At the following recording session for Atlantic in Miami. Rays defining sound would be clearly and precisely heard. Ray recorded four charts, two straight blues and two gospel charts. The gospel songs This Little Girl of Mine and A Fool For You would reiterate Rays push of his gospel influence. This Little Girl of Mine is an up tempo shouter with a rhythmic Latin feel based on the gospel song This Little Light of Mine. A Fool For You is a 6/8 double time waltz with Rays sanctified singing but without the heavenly lyrics, accompanied by piano gospel licks and preaching horns. Although, like I Got a Woman these two gospel and RB charts was seen as sacrilegious, the mix Ray had created appealed to so many audiences across the nation, and introduced a new music that would have a lasting effect, which would be later labelled as Soul music. As the 1950s progressed vocal groups following Ray Charles, began to add a sense of urgency and meaning- Soul, to their style of music resulting in the groups of Motown and others, including groups like the Chicago based family band called the Staple Singers who had hit songs which were centred around Gospel and RB. Their success followed on into the 1970s. In the late 1950s into the 1960s girl groups joined male Doo-Wop and RR groups, which resulted in groups like The Shirelles, Marveletess and The Supremes. Their material was largely written by the Brill Building writers and received hit records but never usually lasted. As Ray Charles added the gospel influence to his music, such as the call and response backing vocal groups like the Raylettes so too did Aretha Franklin. She reinfused her female backing groups with a gospel influence, which are present in her mid 1960s Atlantic recordings. Other artists like James Brown, who started his career as a singer with the Gospel Starlighters, following the style of Reverends Julius Cheeks and Claude Jeter added RB to their style. The vocal urgency and syncopated dance rhythms of gospel along with top notch RB house bands came together most clearly in the music of James Brown. Combining a Little Richard- style act with other theatrics from Joe Tex and a pleading version of Ray Charles gospel/soul. He then recorded his hit Please, Please, Please. In 1959 Ray released Whatd I Say, a song that became a top ten pop hit and would be one of his last singles with Atlantic before his move to ABC. There are clear gospel influences combined with the sexual innuendo in the song made it not only widely popular but very controversial to both white and black audiences. In the middle of the song. Charles indicated that The Raelettes should repeat what he was doing, and the song transformed into a call and response between Charles, The Raelettes, and the horn section in the orchestra as they called out to each other in ecstatic shouts and moans and blasts from the horns. This improvised interchange between himself and the Raylettes and between the band and audience is much like that of a Preacher and his congregation. Ray also uses gospel dialouge with unuh-uhnnh over charles moans and cries. He also uses phrases like shake that thing and I feel alright, and expression for the body instead of the lord. During Rays early life the influence of country and western music is ever present. When Ray Charles was growing up, the south was full of Country or Hillbilly music. Ray explains how there wasnt a single Saturday night that he wouldnt listen to the Grand Ole Opry on the radio. I loved Grandpa Jones and other characters. I could hear what they were doing and appreciate the feeling behind it. Ray would listen to Jimmie Rodgers, Roy Acuff, Hank Snow, Hank Williams and later Eddie Arnold. I listened to them all the time, I certainly dug it and paid it some mind. In 1948 Ray joined a Hillbilly band called the Florida Playboys. It took just one audition to convince the Playboys that Ray could play country music with genuine flavour, and they hired him, no questions asked about race. For seven months he gigged with the band, playing current country hits of the day like Kentucky Waltz and Anytime in white honky-tonks in and around Tampa, learning to yodel and singing, Waiting All for You. Even as black, blind man, Ray was accepted and applauded just like anyone else by the audience. I could play the music right and I could do country music with as much feeling as any other southernerà ¢Ã¢â€š ¬Ã‚ ¦. I had been hearing it since I was a baby. Long before the birth of his own country music, Charles looked back with pride on his stint with the Playboys.Lydon. In an outtake of a 1950s recording, Ray plays a limpid country lick. The producer chuckles over the studio intercom and says that he didnt know Ray could play Nashville. Ray then replies Man, Didnt you know I gigged with the Florida Playboys His time with the Florida Playboys, though brief would plant a seed in his mind that would rise during the 1960s. After leaving Atlantic Records in 1959, Ray joined ABC and at the end of 1961. He asked Sid Feller to get together 40 country hits from the last twenty years with the idea to record a country album. Sid Feller had not know at the time that Ray liked County and Samuel Clark and Larry Newton the executives at ABC Records were adamantly opposed to the idea that Charles brought to them. The ABC executives said, You cant do no country-western things.Youre gonna lose all your fans! However Feller believed that Ray understood Country music. He describes how Ray loved the simple plaintive lyrics, and he felt that giving the music a lush treatment would make it different Modern Sounds in Country and Western Music is a dozen tunes that runs the whole scope of Nashville from the traditional Careless Love to the rock and roll Bye Bye Love and from Hank Williams to the B-side fail of I Cant Stop Loving You. The tracks alternate from big band to string and voice. However regardless of all the jazz and symphonic effects present, the heart of every arrangement is a simple strummed guitar. Rays bluesy melismas wring every tear out of the country weepers, all the poetry out of their monosyllabic lyrics. I Cant Stop Loving You has a folk song strength, major scale melody, marching up and down over 3 chords and operatic grandeur created by his baritone voice and orchestra. He also uses his trademark letting the chorus lead the lyric with his voice following. Ray sings County in his own way, expanding the country sounds without distorting its colour. Rays own blend obscures the fact that Modern Sounds was his boldest album, which breaks many barriers. Invading white country music in the 1960s was something black pop-jazz singers didnt do. You had to be Country in 1962. After Modern Sounds it became a major player in Rays repertoire and on popular music. His unique blend of Country, Pop, Jazz and RB introduced country music to people of the city and showed to record companies and producers how to arrange their music to reach a much wider audience. Ray Charles played a pivotal role in shaping the course of a seemingly very different genre of popular music. In the words of his good friend and sometimes collaborator, Willie Nelson, speaking before Charles death in 2004, Ray Charles the RB legend did more for country music than any other living human being. The landmark album that earned Ray Charles that praise was Modern Sounds in Country and Western Music, which held at number 1 for 14 weeks and stayed in the charts for 2 years. His single release I Cant Stop Loving You ruled at number 1 on RB and Easy Listening charts for weeks in the summer of 1962 dipping to 3rd in July and beginning to fall in august. As Charles told Rolling Stone magazine a decad e later, But Charles recognized the quality of songs like I Cant Stop Loving You by Don Gibson and You Dont Know Me, by Eddy Arnold and Cindy Walker, and the fact that his version of both of those country songs landed in the Top 5 on both the pop and RB charts was vindication of Charless long-held belief that Theres only two kinds of music as far as Im concerned: good and bad. Following the massive commercial success and notice of Modern Sounds in Country and Western Music, country music experienced an immediate increase in popularity. According to music writer Daniel Cooper, the album raised the genres profile, specifically Nashville sound, of which Charles had covered. Benefiting from this were songwriters, music publishers and country singers who covered the subgenres material. As noted by Cooper, by the end of 1962, Nashville country publishers were being held as the hottest source of music material in the record business these days. Ray Charless success with the stylistic fusion of country and soul on Modern Sounds later lead to country soul efforts from performers, such as Candi Staton and Solomon Burke who were both greatly influenced by Charless Modern Sounds recordings. Many country music artists, such as Willie Nelson and Buck Owens, have cited Charless take on country music and Modern Sounds in Country and Western Music as their major influences. In an interview for Country Music Television, Nelson said of Modern Soundss influence that the album did more for country music than any one artist has ever done. Modern Sounds in Country and Western Music has also been perceived by many critics and writers as a landmark album in American music, as the record was the first to blend the two racially distinct genres of country and soul. Ray Charles all-embracing attitude toward music was one that he developed during his childhood and early career. Ray was immersed in the sounds of jazz, blues, gospel and country in his youth, playing in RB bands and a Country Hillbilly band. Ray Charles pioneered soul music, which had a great effect on popular music. In secularising certain aspects of gospel music with RB, Ray received his first gospel and RB hit I Got a Woman, which received attention from both black and white audiences. Subsequently, further releases like Whatd I Say and the Hallelujah I Lover Her So album attracted a large mainstream audience. His fusion of white country music earned Ray mainstream and crossover success, with his album Modern Sound in Country and Western Music which broke racial stereotypes and exposed country music to city dwellers. It also helped other country artists; particularly them orientated around the Nashville sound, reach a wider audience, raising the genres profile. To him, the bounda ries between those styles of music were made to be crossed, and he made a career out of doing just that having a great effect on popular music.

Jousting :: Essays Papers

Jousting Depending on who you ask, there are many different things that come to people's minds when one hears the word, chivalry. Some might say: knights, castles, horses, damsels in distress, Knights in shinning armor.... i could go on and on. I think of all these things as well, but I also think of Jousting. In a time when courage, honor and integrity were valued jousting was not only a sport, but a way for knights to prove their skill and courage. When we think of a knight in shining armor, we almost automatically think of the grand joust. It's hard not to imagine the thunderous hoof beats and the roar of the crowd as two knights race towards each other in a test of skill and nerve. The joust grew from the chaotic melee of the tournaments that were always taking place. As more and more restrictions were put on man to man combat; a tournament was developed where men rode horses and carried lances. This dangerous form of combat, was an event designed to test the horsemanship and weapons skill of the individual knight. Jousting tournaments caught on quickly because it truly tested every aspect of a chivalric man. Not only did it test the skill a knight had with weapons, but it also tested his skill with of controlling and riding a horse. In a sense, a jousting match could prove or disprove a knights ability to be a truly chivalric knight. In the joust the knight used the lance, a weapon specifically designed for mounted combat. At first jousters would simply spur their horses towards one another, weapons ready, each attempting to knock each other off there horses. If a knight was knocked to the ground, his battle was as good as lost. For the mounted warrior could run him down, trample him with his horse, or spear him with his lance; all while out of reach of the land bound fighter. When the joust came to represent the horsemanship of the fighter, safeguards evolved. The lance was fitted with a three pronged tip called a coronal, which was designed to keep the weapon from penetrating a knights helm and to re-distribute the force of the impact. Also, armor was developed specifically for the joust.

A Time That I Felt Proud Of Myself

After a few minutes, the ids' swimming instructor started to notice me and my aunt, so she came towards us; she introduced herself and then asked if I had an appointment. I told her that I had an appointment with Ms. Jane. She seemed clueless but sent me to change into my bathing suit while waiting for Ms. Jane to arrive. I did what she said; my aunt and I went to the locker room, and I could still feel my body was so tense. Had to calm myself, so I began to chant in my head, â€Å"You can do it! You need do it for yourself and for your diploma! † When was done changing into my bathing suit, walked by the side of the pool. Eared at the blue water at first and felt like a fool who did not know what do. I was debating in my head if should practice first a little bit or wait for my instructor, but eventually I got into the pool and treaded water, which was my weakest skill. Attempted to do it for one minute but after few seconds could not keep kicking my legs, so I went to hold o n the side of the pool; imagining myself with nothing to hold on to while taking my feet to the bottom really scared me to death. After an hour of trying and waiting, I began feel more anxious and impatient because Ms.Jane was still not there. I felt like giving up, but I had to remind myself that I did not want to do this test at another time; I wanted to get over this fear and not to worry about it anymore. Then, I saw Ms. Sioux coming in my direction, and then she told me that she received a message that Ms. Jane was not going to make it tonight. However, she could substitute for my swimming test. When Ms. Sioux finished teaching the kids' swimming lessons, she came towards me and asked if I was ready for my swimming test; I kept my face calm and said â€Å"yes,† even though pep inside I was shaking.Then she instructed what I had to do in my test; so the first thing was the freestyle stroke which was also the easiest one, in my opinion. Started by pushing off the wall with my legs while facing forward. At first, I was worried when I swam across the pool back and forth, but in the end, Ms. Sioux told me I did a great job doing it. Then, the second thing that had to do was the backstroke; I began to think negatively like what if I might bump my head to the wall? What if I could not swim straight while doing it?There were so many what ifs in my mind, but I pushed them away and took a deep breath. I floated on my back, relaxed my head, and then started to kick my legs backward and forward. I moved alternately both left and right arms. Just like what did in the freestyle stroke, I swam back and forth across the length of the pool. One thing that only bothered me was I got short of breath easily and felt like was drowning when was not inhaling that much. Ms. Sioux told me that the last thing I had to do in my test was one minute treading water, which was my worst nightmare.Panic started to rise up in my chest, but I kept repeating in my head that I had to get over this. Started kicking with my legs and moved both my arms Fontana and backward horizontally. Had a hard time though keeping my head above, and it felt like the water made it hard for me to move also. I only had twenty seconds, but I started to feel tired and was about to sink in, so swam toward the side of the pool. Wanted to cry in frustration because I felt like a failure. Ms. Sioux told me to take my time and did not have to rush because I only had one last chance to do it.I took a deep breath before my last attempt. When she said â€Å"go,† started again, but then I could feel my arms and legs really ache and was having difficulty breathing. I was really about to give up, but then I remembered that I had to get over this or else I was not going to get my diploma. It was my last chance, so I kept repeating in my head, can do it! It is now or never; just ignore the pain! † I tried to calm myself and concentrate on my breathing. Thought positive things until I didn't know my one-minute was over. I could not believe it at first that I really did it, but Ms.Sioux congratulated me and made me write my name on a piece of paper that she would send to my principal. My aunt Jan Nell congratulated me as well, then I began to call my friends and my parents, but one thing that I would never forget was what my mom told me on the phone, â€Å"I'm so proud of you! Could not believe that you finally overcame your fear and accomplished all your graduation requirements. Keep this lesson with you: do not let any fear stop you from getting further in your life and achieving your goal. And even if you did not pass your swimming test†¦ Always remember, I would still be proud of you. †

Immune System and Page Ref

Essentials of Anatomy and Physiology, 9e (Marieb) Chapter 12 The Lymphatic System and Body Defenses Short Answer Figure 12. 1 Using Figure 12. 1, identify the following: 1) A lymph capillary is indicated by letter __________. Answer: D Diff: 2 Page Ref: 404 2) A lymph node is indicated by letter __________. Answer: B Diff: 2 Page Ref: 404 3) The lymph duct is indicated by lettter __________. Answer: A Diff: 2 Page Ref: 404 4) Blood capillaries are indicated by letter __________. Answer: E Diff: 2 Page Ref: 404 5) Lymphatic collecting vessels are indicated by letter __________. Answer: C Diff: 2 Page Ref: 404 1 Figure 12. Using Figure 12. 2, identify the following: 6) The spleen is indicated by letter __________. Answer: C Diff: 1 Page Ref: 407 7) The tonsils are indicated by letter __________. Answer: A Diff: 1 Page Ref: 407 8) The thymus gland is indicated by letter __________. Answer: B Diff: 1 Page Ref: 407 9) The Peyer's patches are indicated by letter __________. Answer: D Diff: 1 Page Ref: 407 10) The lymphoid organ that destroys worn-out blood cells is indicated by letter __________. Answer: C Diff: 2 Page Ref: 407 2 11) The lymphoid tissues that trap and remove bacteria that enter the throat are indicated by letter __________.Answer: A Diff: 2 Page Ref: 407-408 Fill in the blank or provide a short answer:12) Lymph fluid and some plasma proteins originate (escape) from the _________ _. Answer: blood plasma Diff: 2 Page Ref: 403-40413) Excess accumulations of fluid, which impair the exchange of materials within the tissues, is called __________. Answer: edema Diff: 2 Page Ref: 40314) The fibrous capsule of lymph nodes contains strands called __________ that divide the node into compartments. Answer: trabeculae Diff: 3 Page Ref: 40615) Lymph exits the lymph node via the __________ vessels. Answer: efferent lymphatic Diff: 2Page Ref: 40616) The role of the __________ in the lymphatic system is to remove worn -out blood cells and return some of the products to the liver. Answer: spleen Diff: 2 Page Ref: 40717) Peyer's patches and the tonsils are part of the collection of small lymphoid tissues that p rotect the upper respiratory and digestive tracts from infection and are referred to as __________. Answer: MALT (mucosa-associated lymphatic tissue) Diff: 3 Page Ref: 40818) Harmful or disease-causing microorganisms from which nonspecific defenses protect the body are called __________. Answer: pathogens Diff: 1 Page Ref: 40919) The process by which WBCs and phagocytes migrate to an area experiencing acute inflammation is called __________. Answer: chemotaxis Diff: 3 Page Ref: 41120) The process by which neutrophils squeeze through capillary walls is called __________. Answer: diapedesis Diff: 2 Page Ref: 412 321) The binding of complement proteins to certain sugar or proteins on a foreign cell's surf ace is called __________. Answer: complement fixation Diff: 3 Page Ref: 41322) One effect of complement fixation that causes the cell membranes of foreign cells to become sticky so that they are easier to phagocytize is called __________.Answer: opsonization Diff: 3 Page Ref: 41323) C ells studded with protein molecules found on our own cells that do not trigger an immune response within us (but may within others) are called __________. Answer: self-antigens (autoantigens) Diff: 1 Page Ref: 41624) Troublesome small molecules or incomplete antigens that may mount an attack that is harmful rather than protective are called __________. Answer: haptens Diff: 3 Page Ref: 41625) When an antigen binds to B cell surface receptors, it becomes sensitized (activated) and undergoes __________. Answer: clonal selection Diff: 3 Page Ref: 41826) When B cells encounter antigens and produce antibodies against them, we exhibit __________. Answer: active immunity Diff: 2 Page Ref: 42027) Antibodies constitute an important part of blood proteins and are also referred to as __________. Answer: immunoglobulins Diff: 2 Page Ref: 42128) The five major immunoglobulin classes are __________. Answer: IgM, IgA, IdD, IgG, IgE Diff: 1 Page Ref: 42229) The binding of antibodies to specific sit es on bacterial exotoxins or viruses is called __________. Answer: neutralization Diff: 2 Page Ref: 42430) The clumping of foreign cells, a type of antigen-antibody reaction, is called __________.Answer: agglutination Diff: 2 Page Ref: 42431) Killer T cells, which kill virus-invaded body cells, are also called __________. Answer: cytotoxic T cells Diff: 3 Page Ref: 425 432) Antigens that produce abnormally vigorous immune responses whereby the immune system causes tissue damage as it fights off a perceived threat that would otherwise be harmless are called __________. Answer: allergens or hypersensitivities Diff: 2 Page Ref: 43033) Systemic (bodywide) acute allergic response caused by allergens that directly enter the blood, as with certain bee stings or spider bites, is called __________.Answer: anaphylactic shock Diff: 2 Page Ref: 43034) AIDS cripples the immune system by interfering with the activity of cells called __________. Answer: helper T cells Diff: 2 Page Ref: 43135) A tr opical disease that results when parasitic worms clog the lymphatic vessels is called __________. Answer: elephantiasis Diff: 2 Page Ref: 431Multiple Choice1) The fluid that is forced out of the capillary beds by hydrostatic and osmotic pressures and into the tissue spaces is called: A) arterial blood B) venous blood C) plasma D) interstitial fluid E) lymph Answer: E Diff: 1 Page Ref: 403-4042) Lymph flows: A) in a circular pattern within the tissues B) away from the heart only C) toward the heart only D) both toward and away from the heart E) into the capillaries Answer: C Diff: 1 Page Ref: 4043) Lymph from the left arm would return to the heart through the: A) inferior vena cava B) thoracic duct C) right lymphatic duct D) left subclavian artery E) aorta Answer: B Diff: 3 Page Ref: 404; 406 54) Which one of the following is NOT a mechanism that aids lymph return: A) milking action of skeletal muscles B) pressure changes within the thorax C) the pumping action of the heart D) smooth muscle contractions within the lymphatic vessels E) presence of valves within the larger lymph vessels Answer: C Diff: 1 Page Ref: 4045) Which one of the following is NOT true of lymph nodes: A) they remove foreign materials from the lymph fluid B) they have valves similar to those found in veins C) they contain lymphocytes D) they act as filters along the lymphatic vessels E) they contain macrophages Answer: B Diff: 2 Page Ref: 405-4066) Which lymphatic organ's major job is to destroy worn-out red blood cells and return some of the products to the liver: A) tonsils B) spleen C) thymus gland D) tonsils E) Peyer's patches Answer: B Diff: 2 Page Ref: 407 ) Which lymphoid tissues trap and remove bacteria entering the throat: A) axillary lymph nodes B) cervical lymph nodes C) tonsils D) Peyer's patches E) thymus gland Answer: C Diff: 2 Page Ref: 4088) Which one of the following is NOT a type of lymphoid organ: A) spleen B) thymus gland C) tonsils D) appendix E) Peyer's patches Answer: D Diff: 2 Page Ref: 407-408 69) The lymph organ that programs T cells and functions at peak levels only during youth is the: A) thymus B) spleen C) appendix D) tonsils E) Peyer's patches Answer: A Diff: 2 Page Ref: 40810) The lymph tissues found within the walls of the small intestine are called: A) tonsils B) appendix C) Peyer's patches D) thymus tissues E) intestinal nodes Answer: C Diff: 2 Page Ref: 40811) Which of these lymphoid organs is found along the left side of the abdominal cavity: A) spleen B) Peyer's patches C) thymus gland D) tonsils E) axillary lymph nodes Answer: A Diff: 1 Page Ref: 40712) Musoca-associated lymphatic tissue (MALT) includes: A) spleen B) thymus gland C) tonsils only D) tonsils and Peyer's patches E) tonsils and spleen Answer: D Diff: 3 Page Ref: 40813) The body's first line of defense against the invasion of disease -causing microorganisms is: A) phagocytes B) natural killer cells C) skin and mucous membranes D) inflammatory response E) fever Answer: C Diff: 2 Page Ref: 409 714) Compared to the nonspecific chemicals that cover body surfaces and mucous membranes, the specific body defense system is: A) faster B) slower C) the same speed D) sometimes faster and sometimes slower E) not comparable in speed Answer: B Diff: 2 Page Ref: 40915) Which one of the following is NOT one of the nonspecific body defenses: A) intact skin B) antibody production C) the inflammatory response D) fever E) natural killer cells Answer: B Diff: 2 Page Ref: 409-41516) The process by which neutrophils are squeezed through the capillary wall s during the inflammatory process is called: A) agglutination B) chemotaxis C) diapedesis D) coagulation E) antibody production Answer: C Diff: 2 Page Ref: 41217) Which one of the following is NOT one of the four most common indic ators of the inflammatory response: A) redness B) heat C) swelling D) fever E) pain Answer: D Diff: 1 Page Ref: 410-41218) The migration of phagocytes and white blood cells to an inflamed ar ea along a chemical gradient is called: A) diapedesis B) chemotaxis C) immunity D) perforins E) complement fixationAnswer: B Diff: 2 Page Ref: 411 819) The inflammatory process begins with release of chemicals, which do all of the following EXCEPT: A) dilate blood vessels B) attract phagocytes to the area C) stimulate release of lysozyme D) cause capillaries to become leaky E) activate pain receptors Answer: C Diff: 2 Page Ref: 411-41220) Tissues invaded by viruses, which attempt to replicate themselves by taking over cellular machinery, secrete small proteins called __________ to protect nearby cells and hinder further multiplication of the viruses. A) histamine B) interferon C) kinins D) interleukins E) pyrogens Answer: B Diff: 2 Page Ref: 413; 41521) The body's temperature-regulating â€Å"thermostat† that can be reset upward in response to pyrogens is located in the: A) hypothalamus B) thalamus C) pineal gland D) cerebellum E) medulla oblongata Answer: A Diff: 1 Page Ref: 41522) Fever has the effect of doing all of the following EXCEPT: A) denaturing (scrambling) proteins B) stimulating the liver and spleen to gather up iron and zinc C) increasing metabolic rate of tissue cells D) stimulating complement fixation E) speeding up repair processes Answer: D Diff: 3 Page Ref: 41523) The study of immunity is called: A) histology B) anatomy C) pathology D) immunology E) microbiology Answer: D Diff: 1 Page Ref: 415 924) Which of the following substances is NOT typically perceived as an antigen: A) pollen grains B) bacteria C) self-antigens D) fungi E) virus particles Answer: C Diff: 2 Page Ref: 41625) Which one of the following CANNOT be said about the history of immunity: A) the ancient Greeks knew something existed within the body to protect it from infectious disease B) scientists of the 1800s discovered â€Å"factors† now called antibodies C) scientists of the 1800s demonstrated that immune serum could protect another animal from diseaseD) scient ists of the mid-1900s discovered the viral origin of AIDS E) scientists of the mid-1900s discovered that injection of serum containing antibodies did NOT always protect a recipient from disease Answer: D Diff: 2 Page Ref: 41526) Regardless of whether it matures into a B cell or a T cell, a lymphocyte that is capable of responding to a specific antigen by binding to it is said to be: A) clonal B) incompetent C) immune D) immunocompetent E) complemented Answer: D Diff: 3 Page Ref: 41627) The specific foreign substances that an individual's immune system has the ability to recognize and resist is determined by: A) individual exposure to the specific foreign substance B) individual genetic makeup C) the total number of lymphocytes present at a given time D) the total number of macrophages at a given time E) the total number of self-antigens at a given time Answer: B Diff: 3 Page Ref: 41728) Which one of the following is NOT true of macrophages: A) they are considered the â€Å"big eate rs† of the immune system B) they engulf foreign particles C) they circulate continuously throughout the body D) they act as antigen presenters E) they secrete monokines Answer: C Diff: 2 Page Ref: 418 1029) B cells develop immunocompetence in the: A) thymus gland B) bone marrow C) spleen D) thyroid gland E) lymph nodes Answer: B Diff: 2 Page Ref: 41730) The specific type of acquired immunity that a fetus obtains from maternal antibodies that cross the placenta is called: A) naturally acquired active immunity B) naturally acquired passive immunity C) artificially acquired active immunity D) artificially acquired passive immunity E) artificially acquired natural immunity Answer: B Diff: 1 Page Ref: 42031) What specific type of acquired immunity do vaccines provide: A) naturally acquired active immunity B) naturally acquired passive immunity C) artificially acquired active immunity D) artificially acquired passive immunity E) naturally acquired artificial immunity Answer: C Diff: 1 Page Ref: 42032) Vaccines are NOT for: A) pneumonia B) tetanus C) measles D) snake bites E) polio Answer: D Diff: 2 Page Ref: 42033) Immune sera are used for all of the following EXCEPT: A) tuberculosis B) rabies C) snake bites D) botulism E) tetanus Answer: A Diff: 2 Page Ref: 421 1134) Which one of the following is NOT true of basic antibody structure: A) they consist of four amino acid chains B) they are linked together by disulfide bonds C) the heavy chains are identicalD) the heavy chains are about 400 amino acids long E) the light chains are often of differing lengths Answer: E Diff: 3 Page Ref: 421-42235) Which one of the following is NOT true of the constant (C) regions of antibodies: A) they are the same or nearly the same B) they form the â€Å"stem† of an antibody C) they determine the specific type of antibody class formed D) they form an antigen-binding site E) they determine how an antibody class will carry out its immune role Answer: D Diff: 3 Page Ref: 4223 6) Which one of the following is NOT one of the antibody classes: A) IgA B) IgB C) IgD D) IgG E) IgE Answer: B Diff: 1 Page Ref: 42237) IgA: A) is mainly found in mucus and secretions such as tears and saliva B) is passed from mother to fetus during pregnancy C) is the most abundant antibody in blood plasma D) can fix complement E) is involved in allergies Answer: A Diff: 3 Page Ref: 42338) Which one of the following is NOT a method by which antibodies inactivate antigen s: A) agglutination B) chemotaxis C) complement fixation D) neutralization E) precipitation Answer: B Diff: 2 Page Ref: 423-424 1239) The specific antibody class that has the ability to cross the placental barrier 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Answer: TRUE Diff: 2 Page Ref: 4042) The daughter cells of B cells, called plasma cells, release antibodies. Answer: TRUE Diff: 2 Page Ref: 418 143) Lymph in the ri ght arm is returned to the heart via the right lymphatic duct. Answer: TRUE Diff: 2 Page Ref: 4044) The thymus gland, found around the trachea, programs certain lymphocytes. Answer: FALSE Diff: 2 Page Ref: 4085) The tonsils, spleen, thymus gland, and Peyer's patches are referred to as mucosa-associated lymphatic tissue (MALT). Answer: FALSE Diff: 2 Page Ref: 4086) Natural killers are unique phagocytic defense cells that can kill cancer cells and virus infected body cells well before the immune system i s activated. Answer: FALSE Diff: 2 Page Ref: 4107) Some pathologists consider limitation of joint movement to be an additional fifth cardinal sign of inflammation. Answer: TRUE Diff: 1 Page Ref: 4128) The final disposal of cell debris as inflammation subsides is performed by neutrophils. Answer: FALSE Diff: 3 Page Ref: 4129) The nonspecific defense by which complement proteins attach to sugars or proteins on the surface of foreign cells is called complement fixation. Answer: TRUE Diff : 1 Page Ref: 41310) Chemicals secreted by white blood cells and macrophages exposed to foreign substances that can increase body temperature are called pyrogens. Answer: TRUE Diff: 1 Page Ref: 41511) Fever is a systemic response triggered by pyrogens. Answer: TRUE Diff: 2 Page Ref: 41512) Like all blood cells, lymphocytes originate from hemocytoblasts contained within red bone marrow. Answer: TRUE Diff: 3 Page Ref: 41613) Macrophages arise from monoctyes formed within the bone marrow. Answer: TRUE Diff: 2 Page Ref: 418 1514) Extremely weakened pathogens that are still alive are attenuated. Answer: TRUE Diff: 2 Page Ref: 42015) Artificially acquired passive immunity is conferred when o ne receives immune serum for poisonous snake bites. Answer: TRUE Diff: 3 Page Ref: 42116) Antibodies are also referred to as immunoglobulins. Answer: TRUE Diff: 1 Page Ref: 42117) There are three major immunoglobulin classes: IgM, IgA , and IgD. Answer: FALSE Diff: 2 Page Ref: 42218) The antibody a mo ther passes to her fetus is IgM. Answer: FALSE Diff: 3 Page Ref: 422-42319) The process that occurs when antibodies clump foreign cells is called agglutination. Answer: TRUE Diff: 2 Page Ref: 42420) Memory cells are descendants of an activated B or T cell. Answer: TRUE Diff: 3 Page Ref: 42721) An antibody is a substance capable of provoking an immune response. Answer: FALSE Diff: 2 Page Ref: 41622) Tissue grafts harvested from an unrelated person are called xenografts. Answer: FALSE Diff: 1 Page Ref: 42723) Allografts are tissue grafts taken from an unrelated person. Answer: TRUE Diff: 2 Page Ref: 42724) Allergies, or hypersensitivities, are normal immune responses. Answer: FALSE Diff: 2 Page Ref: 43025) Autoimmune diseases occur when the immune system loses its ability to tolerate self antigens while still recognizing and attaching foreign antigens. Answer: TRUE Diff: 3 Page Ref: 429 1626) Our immune system can be affected by severe stress. Answer: TRUE Diff: 1 Page Ref: 435 Matchi ng Match the following descriptions with the appropriate lymphoid organ or tissue:1) Located on the left side of the A) thymus gland abdominal cavity Diff: 1 Page Ref: 407 B) spleen2) Trap and remove bacteria and pathogens entering the throat Diff: 2 Page Ref: 408 C) Peyer's patches D) tonsils3) Located overlying the heart Diff: 1 Page Ref: 4084) Filters and cleanses the blood of bacteria, viruses, and other debris Diff: 2 Page Ref: 407-4085) Located in the wall of the small intestines Diff: 1 Page Ref: 4086) Located in the pharynx (throat) Diff: 1 1) B Page Ref: 408 2) D 3) A 4) B 17 5) C 6) D Match the following protective mechanism with its associated element:7) Traps microorganisms in A) nasal hairs respiratory and digestive tracts Diff: 1 Page Ref: 409 B) mucus C) acid mantle8) Inhibits growth of bacteria and fungi in female reproductive tract Diff: 1 Page Ref: 409 E) keratin ) Contains lysozyme Diff: 2 D) lacrimal secretions F) cilia Page Ref: 409 G) gastric juice10) Provides resistance against acids, alkalis, and bacterial enzymes Diff: 1 Page Ref: 40911) Filters and traps microorganisms within inhaled air Diff: 1 Page Ref: 40912) Contains concentrated hydrochloric acid and protein-digested enzymes that destroy pathogens within the stomach Diff: 1 Page Ref: 40913) Propels debris-laden mucus away from lower respiratory passages Diff: 1 7) B 13) F Page Ref: 409 8) C 9) D 10) E 18 11) A 12) G Match the following biological function with its antibody class:14) Believed to be cell surface A) IgD receptor of immunocompetent B cell Diff: 3 Page Ref: 422-423 B) IgG C) IgA15) First immunoglobulin class released to plasma by plasma cells during primary response Diff: 3 Page Ref: 422-423 D) IgM E) IgE16) Main antibody of primary and secondary responses Diff: 3 Page Ref: 422-42317) Bathes and protects mucosal surfaces from attachment of pathogens Diff: 3 Page Ref: 422-42318) Triggers the release of histamine Diff: 3 Page Ref: 422-42319) Potent agglutinating agent D iff: 3 Page Ref: 422-42320) Crosses placenta and provides passive immunity to fetus Diff: 3 14) A 20) B Page Ref: 422-423 15) D 6) B 17) C 18) E 19) DEssay1) Explain the origin and pathway of lymph. Answer: Lymph fluid arises from blood plasma that has been forced out of the capillary beds by osmotic and hydrostatic pressures. The fluid left behind is called interstitial fluid. The interstitial fluid is then picked up by lymph capillaries, after which it is called lymph. Lymph is routed up the lymphatic vessels until it is finally returned to the venous system through either the right lymphatic duct or the thoracic duct. Diff: 2 Page Ref: 403-404 192) Describe the methods the body uses to help return lymph to the heart.Answer: The return of lymph to the heart is aided by: 1. the milking action of the skeletal muscles, 2. pressure changes in the thorax during brea thing, 3. smooth muscles in the walls of the larger lymphatics contract rhythmically. Diff: 1 Page Ref: 404-4053) Describ e several of the protective chemicals produced by the skin and mucous membranes. Answer: Skin produces acid secretions that inhibit bacterial growth, and sebum contains chemicals that are toxic to bacteria. Vaginal secretions are highly acidic. The stomach mucosa secretes hydrochloric acid and protein-digesting enzymes, both of which can kill pathogens. Saliva and tears contain lysozyme, an enzyme that destroys bacteria. Mucus is a sticky mucous membrane secretion that traps microorganisms. Diff: 2 Page Ref: 4094) Identify the four most common indicators and major symptoms of an acute inflammatory response and explain their origins. Answer: The four most common indicators of the inflammatory response are redness, heat, swelling, and pain. Redness and heat are a result of dilation of blood vessels that increase blood flow to the injured area. Swelling occurs when increa sed permeability of the capillaries allows plasma to leak from the bloodstream into the tissue spaces. The excess f luid, or edema, triggers the activation of pain receptors in the area, accounting for the pain associated with an injury. Diff: 2 Page Ref: 410-4125) List and describe the cells and chemicals the body uses as its second line of defense. Answer: 1. Phagocytes, such as neutrophils or macrophages, engulf foreign particles. These cells are in nearly every body organ and confront pathoge ns that make it through the surface membrane barriers. 2. Natural killer cells, found in blood and lymph, are lymphocytes. They can lyse and kill cancer cells and virus-infected body cells. 3. The inflammatory response is a nonspecific response that occurs when body tissues are injured. Diff: 2 Page Ref: 409-4116) Describe the four major types of transplant grafts. Answer: Autografts are tissue grafts transplanted from one site to another within the same person. Isografts are tissue grafts harves ted from a genetically identical person (identical twin). Allografts are tissue grafts harvested from an unre lated person. Xenografts are tissue grafts harvested from different animal species. Diff: 2 Page Ref: 4277) Explain three current theories that attempt to explain why self-tolerance breaks down in autoimmune disorders.Answer: Inefficient lymphocyte programming is one theory that suggests self-reactive B or T cells escape to the rest of the body. Another theory is that self -proteins appear within the circulation that were not previously exposed to the immune system, thus initiating an immune response. These â€Å"hidden† antigens are found in sperm cells, the eye lens, and thyroid proteins. Another theory is that antibodies produced against fore ign antigens cross-react with self-antigens such as when streptococcal bacteria crossreact with heart antigens causing rheumatic fever. Diff: 3 Page Ref: 429 20

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Mythology No. 2 - Essay Example Based on his genealogy, Theseus may be classified as a demigod. Aegeus, the King of Athens, unable to bear any children was later secretly married to Aethra and of this marriage, Theseus was born. Theseus was however raised by her mother and would later claim his birthright after going through various challenges and battles. Based on his actions, he may however be considered an epic or a journeying hero (Myths Encyclopedia â€Å"Go-Hi†). Epic or journeying heroes are heroes who are on quests and who go through various heroic battles and journeys. In fact, Greek mythology is riddled with heroes of this type, and Theseus is certainly one of them. He was on his way to claim his birthright when along the way he fought many battles; many of those he battled were actually considered ‘bad’ guys in the contemporary sense. He killed Sinis, the Pine Bender who tore his victims apart by tying them between two pine trees; he killed Sciron who had a habit of kicking his guests to sea while they were washing his feet; he also killed Cercyon, who was known for wrestling with strangers; and he battled many other foes on his way to Athens and these enemies were often known for their foul deeds towards other people (Britannica Encyclopedia â€Å"History and Society†). Theseus possessed many good points in his favor. First and foremost, in order to be a worthy king, or at the very least, a worthy heir to a kingdom, he knew that he had to prove himself worthy. He could have taken a safer route to Athens as advised by his grandfather Pittheus, however, he chose to use the more dangerous road (Godwin, p. 255). In the process, he left his mother’s and grandfather’s kingdom a boy, and he arrived in Athens a man. He gave himself enough battle experience and enough physical and mental cunning in order to claim his rightful place amidst the various threats and claims to his father’s throne. Upon

Care of Patient with Rigth Hip replacement surgery(postop to Essay

Care of Patient with Rigth Hip replacement surgery(postop to discharge) - Essay Example Mobilization out of bed depends on the surgeon and may start on first day. Bed exercises such as quadriceps contraction and ankle exercises are encouraged for enhanced circulation. Routine chest physiotherapy1 is given to prevent chest complications. The procedures on the second day of operation include walking to the bathroom with the help of a walker. The patient should be gradually ambulated to walk with crutches and taught special maneuvers to ease daily activities like climbing stairs. Following hip operations, the catheter should remain in situ for two days and the patient is well advised to use bedpan for his elimination needs. These post operative procedures may limit your activities, are rather inconvenient and may feel troublesome. After surgery, Surgeons and nurses do several things to reduce the risk of blood clots forming in the veins of the patients legs. If they do form, this can lead to increased swelling in the legs. If the clots break loose they may travel to the patients' lungs and interfere with breathing. To avoid such complications, before the surgery, the nurse will apply elastic stockings to help prevent blood from pooling in the patients' legs. The surgical team may place the patient on either aspirin or Coumadin to thin blood to reduce the risk of clot formation.

Wampum belt of the Native Americans Essay Example | Topics and Well Written Essays - 2000 words

Wampum belt of the Native Americans - Essay Example However, even if the objective of efficient and high quality health care is universal for these countries, all have developed different schemes in medical care services (Arah, et al., 2003). Table 1 compares the system of health care in these four countries in terms of the funding, framework, guidelines and assessment performance. This data will be very important in the comparisons to be dealt with in the succeeding pages. In Canada, the adapted system which started in the late 1950’s, has transformed from a public and territorial hospital insurance structure to a comprehensive, compulsory system as we know today (Lemieux, 1989). This system ensures that taxes benefit taxpayers through a universal medical program and that no one is denied of medical care. Since the medical control is run by the government and funded by the taxpayers, it is but necessary that more safeguards be put in place as claims of a rusting system develops (Arnett, 1996; Cihak, 2004; Hsieh, 2007). A Right to Health Care. Goodman discusses that Canadians lose the right to health care in a universal system basically because the number of patients increase tremendously in this kind of scheme. As a result, there are very few people that get treatment and services are delayed because of waitlists and queues. He also further indicated that based on the Frasier Institute, ten times more patients in Canada are waitlisted compared to that in New Zealand. Apparently, the population in Canada is around nine times more than New Zealand’s populace, in addition to several other factors which should have been considered such as number of hospitals and the nature of health care needed and the quality of services received. Leonard Peikoff (2006) expresses the American viewpoint of this myth. In his speech entitled â€Å"Health Care is Not a Right†, he articulates that the right of one man should never impose responsibility to another

Care of Patient with Rigth Hip replacement surgery(postop to Essay

Care of Patient with Rigth Hip replacement surgery(postop to discharge) - Essay Example Mobilization out of bed depends on the surgeon and may start on first day. Bed exercises such as quadriceps contraction and ankle exercises are encouraged for enhanced circulation. Routine chest physiotherapy1 is given to prevent chest complications. The procedures on the second day of operation include walking to the bathroom with the help of a walker. The patient should be gradually ambulated to walk with crutches and taught special maneuvers to ease daily activities like climbing stairs. Following hip operations, the catheter should remain in situ for two days and the patient is well advised to use bedpan for his elimination needs. These post operative procedures may limit your activities, are rather inconvenient and may feel troublesome. After surgery, Surgeons and nurses do several things to reduce the risk of blood clots forming in the veins of the patients legs. If they do form, this can lead to increased swelling in the legs. If the clots break loose they may travel to the patients' lungs and interfere with breathing. To avoid such complications, before the surgery, the nurse will apply elastic stockings to help prevent blood from pooling in the patients' legs. The surgical team may place the patient on either aspirin or Coumadin to thin blood to reduce the risk of clot formation.

The Coca-Cola Company Essay Example for Free

The Coca-Cola Company Essay The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. The company and bottling partners are dedicated to the 2020 Vision, a roadmap for doubling system revenues this decade, focused on five key areas—profit, people, portfolio, partners and planet. Vision It represents what they need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. Living their Values Their values serve as a compass for their actions and describe how they behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well Focus on the Market Focus on needs of their consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious Work Smart Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently Act Like Owners Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes what worked and what didn’t Be the Brand Inspire creativity, passion, optimism and fun FOCUS ON CONSUMER Responding to consumers` needs with innovation Consumer needs and demands are constantly evolving throughout markets. In order to remain relevant to their consumers they establish clear category and brand priorities and define focused objectives. They drive innovation by continuously building on their strong family of brands and introducing new flavors and packages in specific markets. Part of their innovation process,  they are launching existing brands in new markets and re-launching or reinvigorating existing brands where appropriate. In many of the markets where adults are a growing segment of consumer base, they have launched several product innovations to ensure they meet their expectations and their increased interest in reducing their sugar and calorie intake. In 2008, they launched Coca-Cola Zero, a full-flavor no calorie Coca-Cola beverage highly popular among adult consumers, which is available in 20 out of 28 markets. They have progressively reformulated Fanta, Sprite and Nestea so they now contain up to 30% fewer calories than in 2010. This has been a gradual process to enable the consumers to adjust to the reduced sugar content. The average calorie content of beverages is now 31Kcal/100ml, representing a 16% decrease since 2011 and supporting their commitment to promoting healthy lifestyles. They are also innovating in the use of natural sweeteners, Stevia, a plant-based extract that has zero calories. In 2012, they launched Sprite with Stevia in Switzerland, and it’s mainly used in Nestea range available in 12 markets. Nutritional labelling information Key nutritional information is on front-of-pack labels of bottles and cans. In Europe, they have pioneered the use of Guideline Daily Amounts (GDAs) on front-of-pack labels since 2009. These show calorie, sugar, fat, saturated fat and salt content in absolute values and as a percentage of daily intake. These are reported per serving and as a proportion of a healthy diet, the most important piece of information needed to control weight. Additionally, no- and low-calorie beverages are clearly labelled on front-of-pack, so that consumers can identify them more easily. In 2012, they were one of 12 companies that signed up to the new EU Regulation on Food Information to Consumers, a voluntary framework for labeling of Guidelines Daily Amounts. Making packaging more sustainable While the content and origin of products are the basis, their packaging in a range of sizes and material types is also vital in meeting consumer needs. Packaging comprises an average of 22% of the cost of goods sold, a percentage they aim to reduce through minimizing raw materials used. They focus in particular on reducing the amount of packaging, known as light-weighting and on increasing the recycled and renewable content of  cans and bottles. They also work with suppliers to increase the recycled content of packages as using recycled instead of virgin material reduces the carbon footprint of packages. Recycling of metal and glass is already well established, with recycled content accounting for around half of the material in cans and bottles. Their focus is on the recycled content of our PET bottles. In 2013, their use of recycled PET rose by 23%. They also use refillable packaging, equating to 10% of volume. As well as recycled content, The Coca-Cola Company advances plant-based packaging innovation for the Coca-Cola System. For example, a plant-based PET – Plantbottleâ„ ¢ – developed by The Coca-Cola Company, was the first fully recyclable PET bottle made with up to 30% plant-based material( the bottle of Dorna in Romania). Marketplace execution Five core principles: Availability means placing the range of products within easy reach of consumers in the right package, in the right location, at the right time. Affordability means offering a wide variety of desirable, premium quality products, in packages appropriate for the occasion, at the right price. Acceptability means supplying an extensive and growing range of products that meet the highest quality standards in each country, enhancing their acceptability to consumers. Activation means motivating consumers to choose their products by improving product availability and attractiveness at the point of purchase and by building brand strength in their local markets. Attitude is about the way sales representatives and their people behave every day in their interactions with customers ensuring that they meet their needs with an objective to become the preferred supplier of choice. Customer care centers They established customer care centres that provide a single and efficient point of contact between the customers and themselves leading to improved satisfaction scores. To track the overall performance, they have employed the independent external organization GfK to provide a measure of customer satisfaction across markets. Hellenic Good Morning Meetings The ‘Hellenic Good Morning!’’ meetings enhance execution in the marketplace  whereby the sales force teams in each country meet on a daily basis, set key targets for each day, review results from the previous day and reward best performers. Marketing and merchandising They develop strong relationships with customers by focusing on execution of customer marketing promotions and merchandising at the point of sale. They support it by conducting regular customer satisfaction surveys and by developing innovative materials for retail sales activation, including new racks, point-of-sale visuals and sales aids for customers. They also conduct market analyses to better understand unique shoppers and purchase occasions in different trade channels. This information is used to develop all of non-alcoholic ready-to drink beverage categories at every point of sale. They sponsor significant sporting, cultural and community activities across all countries. They seek to integrate consumer marketing and sponsorship activities with retail promotions. In conjunction with the global sponsorship of the Olympic Games by The Coca-Cola Company, which dates back to 1928, they engage in a range of promotions. The Coca-Cola Company’s association with international sporting events such as the Olympics, the Football European Cup and the Football World Cup also enables them to realize significant benefits from the unique marketing opportunities of some of the largest and most prestigious sporting events in the world. PERPETUAL INNOVATION Joe Tripodi, Chief Marketing and Commercial Officer of The Coca-Cola Company laid out his company approach to brand reinvention and the strategy it adopted to winning over â€Å"Millennials†, those crucial consumers born between the early 1980s and the early 2000s. Millennials are digital natives, having been born into a world dominated by the Internet. According to Tripodi, â€Å"They expect unlimited choice, personalized and delivered through multiple channels at maximum speed.† Millennials are striving to change their world to align with a new set of values. In this new world order the spark of an idea can ignite a flame across an entire region in seconds, thanks to modern technology. The individual has incredible power to sway opinion, start a movement, and even topple governments. The key to any brand staying relevant  is to constantly innovate and evolve by being nimble and progressive, and to share the same values that Millennials respect. There are 5 specific areas where Coke is focusing on innovation: Packaging, Partnerships, Products Equipment, Consumer Provocations, and Cultural Leadership. Innovation at Coca-Cola means that good ideas and best practices can be scaled globally and can travel. This is not easy in a huge multinational corporation, with a market cap of $175 billion, but it is possible. Creativity, asserts Tripodi, is essential to drive innovation, as is courage, risk taking, and reinvention. This is not limited just to how Coke goes to market. It means having to reinvent the company and the way it’s it is structured and networked internally and externally. â€Å"It is our ability to adapt, to participate in, and even lead in culture, that will allow us to achieve our business goals†, he says. And those business goals are extraordinarily ambitious. Coke’s goal, known as its 2020 Vision, is to double its business by the end of the decade or, in other words, to double what it took 125 years to create! 1. Packaging For Coke, packaging has been a defining aspect of its essence and a key part of its engagement strategy. The contour-shaped Coca-Cola bottle will be 100 years old in 2015. Its shape is iconic, and totally synonymous with the brand. Coke has experimented, and had success, with a variety of packaging innovations over the years, but when sales and brand equity suddenly declined in Australia a couple of years ago, Coke needed to find relevance with Millennials. The solution was an ingenious, if risky, packaging idea: Customizable packaging by replacing the â€Å"Coke† branding with Australia’s most popular Teen first names. Instead of a â€Å"Coke† you could order and drink a â€Å"Mike†, â€Å"Dave† or â€Å"Suzy.† This was hugely successful Down Under: Sales spiked, with an incredible amount of social media impressions and expressions. Customized packaging has now been activated in 30 countries so far. In Japan, where customizing packaging by names could not be done, Coke found another ingenious way to deliver the idea. It partnered with Sony so its customers could download free songs that were tied to their birth year. 2. Partnerships Coke looks at its partners as co-creators of its Portfolio of Innovation. It  dynamically manages the partnerships as assets and Tripodi emphatically states, â€Å"We’re better and stronger with the capabilities of our partners.† 3. Products equipment Critical to Coke’s future is keeping its pipeline full. This past year it introduced over 500 new beverage products around the world. One exciting innovation is the FreeStyle machine, a new generation of fountain dispenser. Offering over 100 products, it enables any kind of flavor mix, creating new and unique flavor combinations. It’s a big shift: out of manufacturing and into equipment innovation to enable consumer co-creation and customization. The individualized consumer experience with the products is a key Millennial expectation. A new mobile app lets consumers save all their blends, so any Freestyle machine will know their favorite flavor combo. Data based on user feedback on the Freestyle, combined with technical monitoring which provides Coke with insight on product, consumer engagement and new dispenser opportunities. It is real-time consumer co-creation with the potential to develop completely new markets for the company. 4. Consumer provocations Part of Coke’s engagement strategy, he explains, is to move away from being a brand that promotes happiness, to a brand that provokes happiness. The heart of Coke’s engagement program is social platforms that provokes experiences through stories that are sufficiently powerful and share worthy to fuel conversations with many. 5. Cultural leadership As the most recognized brand in the world, it is a known fact that Coke has a position in the global cultural consciousness. To stay relevant in a marketplace that is being reordered by Millennials, it has to engage itself in active conversations with this generation. And sometimes those conversations can be awkward, but they are important to take on. Like, for example, the subject of obesity. To that end, Coke has developed what they have termed a 360 degree Engagement Plan, that includes low and no calorie beverages, transparent nutrition information, inspiring well-being and encouraging people to get active and moving by supporting physical activity programs, together with a commitment of not advertising to children under the age of 12. The manager warns that marketers should not be seduced by  technology alone. Without creativity, a strong story, one can’t make a strong connection. Using all of the tools of innovation and storytelling gives Coke the opportunity to spread their brand of happiness around the world and stay relevant. MARKETING MIX Segmentation Market segmentation is the process of portioning market into groups of potential customers with similar needs and/or characteristics who are likely to exhibit similar purchase behavior. Objective of such a process is to analyze and understand market, identify opportunities and use or develop competitive edge to capitalize on those opportunities. The Coca Cola Company segments the customers based on the following criteria: Geographic segmentation: Coca Cola has segmented the worldwide market on the basis of geographies. There are various divisions created for major regions of the world and heads of each division report to the parent company. Lot of autonomy is given to each division to run the operations. Place of consumption: Coca Cola segments the market on the basis of the place of consumption of the beverage. Most of consumption takes place on premises such as bars, restaurants, cinemas etc, while the rest takes place in homes. Product type: Coca Cola segments the market on the basis of the type of products bought by customers. The market is divided into Cola products and non cola products. Cola products currently provide majority of the revenues, but the proportion of non cola products is increasing. Demographics: The segmentation is done on the basis of age, as well as income. Targeting Coca Cola targets different segments with different ads. Primary market is represented by young people, aged between 12 and 25 years old, with people from 25-40 comprising the secondary market. Cola products are targeted towards people who want strong flavor, while Diet Coke and its variants are targeted towards the sub segment that is health conscious. The health conscious segment of the market is targeted also by the non cola beverages. Some of the products, such as Sprite, specifically target teens and college students, while others, such as Limca, target young working population. Positioning Coca Cola positions its products as refreshing and thirst quenching. The products are said to bring joy: Open Happiness. The products are associated with having a good time with friends and family and enjoying everyday life. They are also marketed as consistent and of high quality. ROMANIAN MARKET Coca-Cola HBC Romania is the biggest company in the non-alcoholic beverage industry in the country and is a franchised bottler of The Coca-Cola Company. Coca-Cola HBC Romania (410 billion Euro turnover in 2013) started operations in Romania in 1991 and now it employs 1,700 people. They operate three bottling plants across the country and channel products through 14 warehouses and distribution centers. The product portfolio consists of: leading brands Coca-Cola, Fanta and Sprite local brands such as the natural mineral waters: Dorna, Dorna Izvorul Alb, Poiana Negri brands licensed by other companies, such as Nestea and Illy. ADVERTISING Share a Coca-Cola campaign For the 1st time in brand’s history, Coca-Cola offered its logo to its consumers and told them to surprise the loved ones offering them a Coca-Cola bottle with their own name on it. The campaign was firstly launched in Australia in 2011 with the purpose to bring back the consumers` interest. The result was a 7% increase in the consumption among young people. From that moment on, the campaign expanded in more than 80 countries. The idea proved to be very successful on the Romanian market too, where it was launched in 2013. Andrei, Ana or Maria had their own Coca-Cola bottles because during that period, the most popular 150 Romanian names replaced the known brand logo. Also, Coca-Cola let its consumers share with friends also, with â€Å"Share a Coca-Cola with a gamer† or â€Å"Share a Coca-Cola with a biker†. The cans and bottles of Coca-Cola also included a series of other words used to define someone like â€Å"lover†, â€Å"your half†, â€Å"the sexy girl†, â€Å"VIP†, â€Å"Diva†, ‘Star† and so on. Say it with a song campaign The idea of having your bottle personalized was continued in 2014 through music. During summer, the Coca-Cola logo was accompanied by the lyrics of  famous songs. Besides lyrics, the bottles had on their labels a QR code, which could be scanned, allowing the consumers to listen to a fragment of the chosen song, before sending it to friends. Moreover, the initiative encompassed a smartphone application through which the consumers could make new friends by identifying people with the same musical preferences in their proximity. Banner Duet Campaign Launched in July 2013, Coca-Cola Banner Duet Campaign is one of the most innovative digital campaigns of last year: the campaign offered users the opportunity to record a personalized digital duet with Adi Despot, the famous lead singer of „Vita de Vie† rock band. In banners across the web, the musician invited the users to call him using their phones. Once they call the number shown, the banner recognizes the call, Adi answered and offered to sing the famous song Praf de Stele together in a duet with him. Adi sang in the banner and the users used their phone as the microphone, and all the singing voices were recorded as a personal duet with him. Besides being part of a unique experience, the users had the chance to win tickets to one of the most important music events in Romania BESTFEST and a meet and greet with the artist. In the 2nd stage of the campaign, all the participates that recorded duets with Adi, were rewarded for the effort: Best voices got a personal YouTube video of their duets On MTV, voices of the recorded users were integrated in the official clip of Praf de Stele At B`ESTFEST, Adi Despot shared the stage with all the voices recorded, and played them as his chorus connecting his fans from digital to the ones from the event. Let`s eat together campaign (2013) The beverage brand combined live tweets with pre-recorded spots in an effort to help people rediscover the happiness of eating meals together. In fact, a whopping 60% of Romanians do not eat meals together, instead opting to live a solitary culinary life in front of their TV sets. Coca-Cola Romania enlisted MRM Worldwide to help Romanians rediscover the happiness of sharing a meal together, of course in hope of associating it with a Coke. They ran a typical ad showing family and friends coming together with the help of  Coca-Cola. However, unlike any other spot ever created, this one integrated live tweets on national television. At the bottom of the ad, there was a text bar that hosted tweets from fans featuring the hashtag #LetsEatTogether. MRM live-edited the tweets as they flowed in and chose up to seven tweets to show each time the ad was played. Most of the tweets were addressed to specific people, with friends inviting friends to have a meal together and enjoy each other’s company. As a result, Coke’s Twitter base in Romania increased 15% and the ad garnered over 1 million social media impressions. Placing live Twitter mentions into a pre-recorded ad presents an incredibly innovative way to combine traditional advertising formats with today’s social media, and proves that you can really invite someone over for a meal through your TV. Radar for good App Campaign (2014) As part of the Crazy for Good initiative, a global project dedicated to people doing good for random strangers, Coca-Cola Romania via MRM Bucharest created Radar For Good, the first mobile platform for close range volunteering, to support the people who want to do good in the society right now. The app shows you where, near you, you can do something good at the moment. This is a good use of locational data for a specific cause. A spokesperson at McCann lets us know: The campaign generated much buzz in Romania, converted over 21.000 volunteers. Also, over 130 NGOs enrolled their causes in â€Å"Radar for Good† and reported an increase in volunteering numbers to up to 50%. CORPORATE SOCIAL RESPONSABILITY Improving water efficiency In their bottling plants, they closely monitor water sources, minimizing the amount of water they withdraw. By incorporating water saving technologies in their production lines, they have managed to improve the efficiency with which they use water. For example, in Romania two new technologies have been implemented in recent years: †¢ dry lubrication technology eliminates substantial water consumption as gel instead of water moves the beverages along the conveyors on their PET production lines †¢ ionized air technology washes PET bottles, instead of water. Working in partnership â€Å"The Green Danube† is their most longstanding partnership. Together with the  International Commission for the Protection of the Danube River, they conduct conservation and awareness-raising activities in Romania and nine other countries lying in the river basin. These include annual Danube Day celebrations, which see the participation of tens/hundreds of thousands of people. In 2008 and 2009, â€Å"Tasuleasa Social† and â€Å"Mai Mult Verde† organizations conducted a large-scale reforestation event in Vatra Dornei and a cleanup of the Siret riverbanks from Vatra Dornei to Galati, including nine cities. At the same time, 200 children from 65 high schools in the area participated in multiple training sessions on volunteering and civic responsibility, leadership, project management, survival skills and first aid. 250 training hours were made possible thanks to volunteer specialists and public figures such as Marcel Iures, Ada Milea and Catalin Stefanescu. SMURD, Romania’s Mobile Emergency Service for Resuscitation and Extrication, joined the program and offered first aid and survival trainings, alongside the volunteers at the Siret river banks clean up. An additional 2,500 teens participated. As part of the â€Å"Adopt a river from its spring to its mouth† (Golden Award at European CSR Awards 2013), water protection and conservation platform, they set up a â€Å"Water Educational Center† in one of their former plants in Dorna Candrenilor. Here local teenagers can learn about biodiversity, pollution and ways to address it, responsible tourism, best practices in volunteering. The project was carried out in partnership with the Romanian Ministry of Environment and Forests, Calimani National Park and Tasuleasa Social organization. At the center and through a series of other educational and ecological campaigns developed over time in Dorna Candrenilor, they are contributing to the long-term protection and conservation of natural riches and water resources in the area where their mineral waters spring. The results of the â€Å"Adopt a river from its spring to its mouth† integrated program, from north of the country, where they bottle the mineral waters to the Danube Delta are: 32,500 trees planted, 70 tonnes of waste collected, 2.5 million euros accessed by local authorities for sewage system and filtering stations for Dorna inhabitants, adopting a law for forbidding the industrial fishing, adopting the urbanism plan in Danube Delta. Energy and climate protection They are accelerating their efforts in the parts of the business that use the most energy: the bottling plants, fleet and cold drink equipment. In bottling plants, they are building combined heat and power units. They are also expanding energy-savings programs. In their fleet, they are exploring and expanding the use of hybrid vehicles and alternative fuels. They are also changing driver behavior with the Safe and Eco-Driving program. Their new energy-efficient cold drink equipment emits up 50% less CO2 emissions than 2004. Packaging and recycling They are working to reduce the environmental impacts of their packaging at every stage of its lifecycle. The integrated approach includes: Reducing the amount of packaging they use Increasing recycled content Promoting recycling and recovery Sport and physical activity Approximately 1,900 people actively participate in their sports and fitness activities each year: The Red Bike contest and tour. Promoting the Active Lifestyle principles is one of the many ways Coca-Cola HBC in Romania brings together its two major commitments: towards people and towards the environment. â€Å"Go green with the Red Bike!† was an event whose concept was launched by Coca-Cola HBC Romania and Green Revolution under the patronage of Bucharest City Hall and the Romanian Cycling Federation. The main objective of this program is to encourage Bucharest’s citizens to adopt a healthy lifestyle. For the second consecutive year, over 1,200 Bucharest citizens have gathered in Izvor Park to take part in the biggest cycling tour for amateurs, the â€Å"Red Bike†. CONCLUSIONS Coca-Cola†¦More than a Product? In fact, it’s not just about the product any more. It’s about stories, memories, associations, and human connections (although of course, these connections would have been very carefully and deliberately engineered by talented marketers over many years and countless board meetings). This is something that Coca-Cola have been the masters of for over 100 years. Even if you duplicated the entire Coca-Cola production process and produced a drink that tastes identical, (or better for that matter!), you could not duplicate the memories people have of the brand, and therefore their connection to it. The secret recipe of Coca-Cola may no longer be secret. It may not even be unique any more. But the memories associated with the brand are, and that is what makes the brand so much more valuable than other colas. Tangible and intangible assets combine to create financial brand equity. This equity is derived from people’s willingness to pay a premium for the brand and an unwillingness to accept substitutes. Like the Tiffany bracelet, people would rather pay more for the recognized brand due to the (deliberately engineered) feelings and identity they associate with it, which have been nurtured by the company over many years. Coca-Cola’s marketing strategy has always been to associate happiness, positivity and the good life with their products, from 1906’s rather officious and puritanical ‘The National Temperance Beverage’ slogan, to 1971’s slightly more idealistic ‘I’d like to buy the world a Coke’, which despite not actually being the official slogan, became so successful that it’s still remembered fondly to this day. Their secret is the focus on: stories, memories, connections, events, positive associations, positive experiences. Without these, a brand will forever remain just one of many options. Coca-Cola have a history of fascinating the public with their marketing campaigns. Except Coca Cola don’t call marketing campaigns ‘marketing campaigns’, rather a â€Å"system wide collaborative effort to engage with consumers in a meaningful and effective way†. An example of this attempt to increase the romantic associations with the brand is the recent ‘Share a Coke’ campaign. This was an attempt to create positive connections between people with Coke at the center that according to their figures created an increase in volume of sales, household penetration and brand love scores. Having such a dominant brand that it eclipses any other in general conversation and becomes synonymous with that particular product provides the strongest possible competitive advantage and is the holy grail of brand equity.