The Arctic Monkeys album Whatever People Say I Am Thats What Im Not and the reality TV Show Popstars

The Arctic Monkeys album â€Å"Whatever People Say I Am That's What I'm Not† and the reality TV Show Popstars: The Rivals which produced the band Girls Aloud used innovative but very different marketing techniques to sell themselves to their target audiences. How have those strategies changed from previous techniques to make music more accessible to audiences? The music industry is a worldwide business covering many genres and it is hard to define it as one single thing. Within the music industry are a large range of different markets, all targeting their products and musicians to very different audiences. There are many aspects to the music industry that need to be considered in terms of image, audience, audience size and genre. These will all affect the way a band is marketed to its audience. It is well known that â€Å"making it† in the music industry as an artist is no easy task. Over the past 40-50 years, many bands have tried and failed spectacularly. However, some have flourished and made their mark in music history, such examples include â€Å"The Beatles†, â€Å"Queen† and â€Å"The Rolling Stones†. Audiences that need to be considered by music marketers are divided into a wide range of categories such as age, gender, occupation, social grouping, region etc. In order to target specific audiences effectively, bands may need to be branded in a certain way. Branding is usually described in terms of products and is where the product is given a certain image and personality traits in order to appeal to its audience. For example, the brand Levis describes itself as â€Å"Sexy, Original and American† therefore personifying its products. In terms of bands, branding should incorporate image and music style, especially when targeting niche groups of people. Over the years, there have been clear differences in audience, shown by their different personal images e. g. Punks, Mods, Grungers, Goths etc. Marketing of bands has to adapt and be completely specific to the typical audience of that music genre and so must be presented in an appropriate style that will sell their music. People are eager to buy into the brand of a band by incorporating that certain image into their personal appearance and lifestyle. For some bands, promotional tactics must fiercely focus on image to sell the product to that particular audience who are themselves branded a certain way. This effort by record labels to promote bands by appealing and emphasizing a certain image is becoming increasingly popular. Scissor Sisters are one example of a band who's image is a central focus of who they are and what they do. Their image is evident of records companies efforts to appeal to particular audience niches. Although in the USA Scissor Sisters have had much less success than they have had in Britain (many main stores such as Wal*Mart did in fact refuse to stock the first album due to their image and portrayal) they still vigorously emphasize their happy, camp image. In their videos they have used varying techniques to play on the ideas of sexuality in our modern society, thus creating a new and varied piece which is not comparable with anything from the past. They frequently use a colourful range of backdrops which are sometimes quite cosmic or fantastical (e. g. in the videos for â€Å"I Don't Feel Like Dancin'† and â€Å"Take Your Mama†. in one of their earlier videos for the single â€Å"Filthy Gorgeous† MTV were forced to eventually stop showing much of the content of the video as it contained sexually semi-explicit scenes. This did cause some controversy as complaints were made about the content of the video, this only sought to increase popularity and radio air play of the single which eventually achieved a chart position of number 5 in January 2005 and number one in the dance chart. Scissor Sisters although new in terms of its topical coverage of sexuality also dates back to the era of glam rock, their influences are also seen to be varying e. the Bee Gees, Duran Duran, Queen, David Bowie etc. Therefore they may appeal to some of the older generations as well as to members of the gay scene, for whom they have become a major symbol in British society. They have also broadened to reach a younger audience through their success in the UK Charts and frequent air play on radio stations aimed at the 11-25/30 age group such as Radio 1. This in itself shows how the branding and image of a band is adamantly important if people are going to want to relate and buy into the music and values of that band and why i t is such a major focus for record companies. A major tool for music marketers in recent years has been the Internet. From vinyl to cassettes to CD's to downloading files, music has developed with technology over the past 40 years. The increasing accessibility for people to music was brought about originally by the increasing numbers of record stores and increasing interest in different music. In the early 1970's, for example, Richard Branson originally ran a mail order service for buying records, this then developed into â€Å"Virgin Megastore†, a high street chain that made music readily available to a larger audience. The development of access to music continued steadily throughout this period with the introduction of more music extravaganzas such as festivals and in the 1980's, the launch of MTV, the first television channel to be entirely music orientated. The development in technology allowed widespread access to different audiences, as nearly every media division began to cover aspects of music e. g. TV, Radio, genre specific magazines etc. It fast became difficult to avoid exposure to music and its marketing. The rise in popularity of the internet as a promotional medium today demonstrates this idea. In recent years, the Internet has become far more accessible to more people. This has led to increases in Internet marketing as a new way of letting everyone know about an artist. It is reasonably cost effective and the audience is a mass one, spanning the entire world (the number of people using the internet worldwide (as of November 27th 2006) was estimated at 1,076,203,987) A recent positive example of Internet marketing can be seen in the rise of the band â€Å"The Arctic Monkeys† to fame. The bands marketing strategy has been clear-cut in showing the importance of fans to a bands success. This began in 2003, after several gigs, the Arctic Monkeys decided to burn their tracks onto CD's to give away for free to fans. Due to limited copies, many of the fans ripped the music onto their computers in order to share the files with others through mediums such as instant messaging, e-mails and forums. The band did not object to the increased sharing of files, although this was technically illegal, as it led to increased popularity of the band, as they became better known. This can be identified through an article and chart written by Heather Hopkins (Director Of Research for Hitwise UK website), November 11th 2005, shown in Figure 1 in the appendix and supported by the following quotation: â€Å"The first chart below shows that in April, when the band was virtually unknown, visits to www. arcticmonkeys. com came from chat rooms and blogs. Search engines became a more important source of visits in June as the band's name recognition grew. † This clearly demonstrates the importance of viral marketing to the success of the band. Many mainstream music brands are slightly wary of viral marketing, despite its benefits it can prove quite negative and can also lead to illegal sharing and music being leaked onto the Internet prior to its official release, for example in 2002, Eminem's album Encore was leaked on to the internet and the promoters were forced to bring the date of official release forward. As much as bands can gain high acclaim and popularity through forum and chat room discussion, there is also the risk they could gain a lot of negative criticism, which would discourage people from buying their music and merchandise. Another example of effective Internet marketing, also used by The Arctic Monkeys and many other bands, are sites such as My Space and Yahoo music. My Space offers bands own personal pages where people can easily leave their own comments on the songs and the bands performance at recent gigs as well as listening to the songs free of charge or accessing previews of up and coming releases. Many bands also publish their tour dates on My Space. My Space has generally appealed to a mass, younger audience from around 13-30 of both sexes, this is typically as a lot of the music promoted by My Space is new and there are fewer My Spaces for some of the older bands and therefore there is little to interest older audiences. It is also widely believed that todays young people are of the â€Å"technological revoloution† and the general acceptance is that computers are of more interest to them than some other older audience members. The popularity of My Space is now leading to other websites such as Bebo and Xanga being formed which offer similar services. This again broadens the scope by which music promoters can publicise their musicians to different audiences. Rupert Murdoch, the owner of BskyB, The Times, News Of The World and The Sun recently purchased (through his international company News Corp. ) the company Intermix Media Inc which own My Space among other themed social networking websites for $580 million. Murdoch is often seen as a dominant figure in British Media, and rightly so as he owns two of the leading newspapers. He is thought to be partially responsible for swinging to the side of the Labour party in 1997 and there by causing the election of PM Tony Blair, who soon became a close ally of Murdoch's, much like Thatcher before him. Many British citizens feel threatened by Murdoch's media power, yet still many of them buy into the My Space idea and the revenue continues building as more and more diverse and newly established bands start using My Space as the beginning of their steps to promote music. Increased hits on the site means more powerful companies advertising in association with My Space, therefore leading to higher annual revenue for Murdoch. This shows evidence of the importance of internet advertising to modern business. Yahoo Music is another excellent promotional tool, which has a wide variety of music videos available free for public viewing. It also runs special features on certain bands as well as exclusive interviews and performances. This has proved extremely popular with bands and promoters alike, as it is a cheap form of marketing which is also highly effective. It requires little advertising as most fans of the bands are already aware of the bands website and they are usually linked to their My Space etc. Viral marketing acts as the main promotional form behind the internet promotion phenomenon. Viral marketing refers to marketing techniques that use existing social networks to increase brand awareness, they may include many internet based mediums such as blogs (many bands use blogs to create on tour diaries e. g. Watford based band Mohair. ) chat rooms and instant messaging are also forms of Viral marketing. Throughout the 20th century, technology has experienced many developments and decades of technological advance, in particular in more media orientated areas. For example, the 50's became the era of the television. More and more families owned television sets in the UK and this was clear when 20 million tuned in on the 2nd of June 1953 to watch the coronation of Queen Elizabeth II. This showed just how popular television was becoming as a medium for broadcasting what was going on in the world. This technological revolution continues today as we go through what has become widely known as â€Å"The digital revolution†. Television has expanded further to include more and more channels, which can appeal to smaller, niche audiences. This has been of great value to musicians and their promoters; they can now target their audience more specifically. For example, a band like the Arctic Monkeys who have become more of a â€Å"mainstream† rock act may be promoted through general chart music channels such as TMF and The Hits who appeal to those interested in that area of music. On the other hand, acts like Marilyn Manson and Iron Maiden may be promoted on Kerrang! As they are aimed at a more niche audience and are not so much part of the chart music industry. Kerrang! Is already an established brand in itself, the magazine from which it originates was first published in 1981 and originally covered a lot of new wave British metal. If people have certain expectations of a television channel, they can make the decision as to whether it interests them or not and if it does the niche audience for that genre can be targeted effectively by the music promoters. The increase in channels has led to a wider variety in television broadcasting. As a result, to keep the publics interest, terrestrial channel corporations such as the BBC and ITV have realised they need to develop newer more innovative programmes to keep up their audience figures. This is particularly important for Channels 4, 5 and ITV, Who unlike the BBC receive no public funding and gain all their income from advertisers. In order to increase viewing figures and boost profits, the channels have tried many different tactics and one of these has been the increasing development of Reality TV. Reality television is a genre of programming in itself, which usually presents unscripted pieces and may document actual events or people. The use of real people instead of actors has led to a real explosion in the use of reality TV since around 2000 when Big Brother began in the UK. Comparatively to 10 years ago it is now much easier to become a celebrity, and in a society that is becoming more and more celebrity obsessed, this has increased the popularity of reality shows where normal every day people are documented. The audience almost craves the â€Å"fly on the wall† type documentary where they are able to perceive and form their own judgements of others through surveillance. Simon Fullers â€Å"Pop Idol† originally kicked off the music and talent based reality television we know today. Simon Fuller was well know already in the music industry for being the manager of the Spice Girls during their highly successful mid-1990's period. He was also responsible for the band S Club 7 who were formed to appear in the children's television series LA 7 and Miami 7. The idea for â€Å"Pop Idol† proved exceedingly popular in the UK as hopeful singers entertained the nation with notorious displays of â€Å"talent† on our television screens. Fuller went on to develop this idea in other countries such as America. The first series of American Idol was highly successful and was responsible for the discovery of Kelly Clarkson, now a hugely popular international pop star. The basic format of the programme has led to various spin offs including more recently X Factor and in September 2002 â€Å"Popstars: The Rivals†, which resulted in the band Girls Aloud. The show aimed to whittle down the thousands of contenders that auditioned to just two 5 piece groups of boys and girls, One True Voice and Girls Aloud. The current success of Girls Aloud has proved that even manufactured bands can succeed in the record industry if they are promoted and marketed in the right way. A manufactured band is a group of people put together by a record company, or in this case a television show in order to make a profit and give publicity to the medium through which they are published. Manufactured bands are often selected because of looks rather than actual talent in an attempt to appeal to a modern society where beauty and appearance is clearly adamantly important. In relation to Reception Analysis however, not everyone reacts in the same way to the presentation of these manufactured bands, although younger audiences may seem them as figures they can aspire to be, critics often think of manufactured bands as being damaging to the music industry and synthetically artificial. In the 1960's, the first manufactured band â€Å"The Monkees† were brought together as the central focus for a television show of the same name in LA, California. However, the real era of the generic manufactured â€Å"girl/boy bands† began in the nineties. In an attempt to focus on a younger audience, record companies compiled different individuals with certain images in order to appeal to different segments of that audience. Bands such as The Spice Girls, Atomic Kitten, Take That, N*Sync and Backstreet Boys all enjoyed chart success in the nineties and many critics have now built a formula of these bands that is easily recognisable. The media critics and the public have developed a definite dislike for these manufactured artists. Therefore it is questionable as to why Girls Aloud have been so successful. Girls Aloud have been innovatively marketed right from the start of their careers in 2002. They began as contestants on a television show and viewers watched their progress all the way to the final. The Uses and Gratifications theory suggests that for a television show to captivate its audience, it should incorporate certain methods that allow the viewers to interact, relate and enjoy watching the characters in the programme. In the case of Girls Aloud, following their progress allowed viewers to develop personal relationships with the girls as they were regularly featured on an almost daily basis between September and December of 2002. An added benefit to the band was that their first single â€Å"Sound Of The Underground† was put up against their rivals One True Voice for Christmas Number one that year, this in itself generated considerable publicity for the band. In Chart history, the Christmas number one shows a true landmark for an artist and to reach is considered a yearly achievement. Girls Aloud succeeded in gaining the Christmas number one position for that year pushing their opponents to one side. Again, the idea of â€Å"Girl Power†, originally an element of the Spice Girls in the nineties was some what revived which may have given the band further appeal, especially to a younger audience. The beginnings of Girls Aloud and the Popstars: The Rivals show generated a lot of media interest especially from the tabloid newspapers. Particularly, the scandal involving potential band mates being disqualified from the show, or in the case of Nicola Ward, refusing to sign the contract. This proved to be good for the group and initiated promotion of the bands image, even before the television series ended. When Girls Aloud then officially began their career as a band they had effectively been given a boost already by the television shows and so they already had an established fan base, giving them much advantage over bands starting from scratch. This was a similar tactic to that used by â€Å"The Monkees† 40 years previously, however developments in technology and increased television ownership and availability of channels made this all the more effective for Girls Aloud. From these origins, Girls Aloud have been marketed using many different media forms. The girls themselves are seen as the typical models of female perfection that are such role models to young girls. They are regularly featured in such gossip magazines as Heat, Closer and OK! And so they are a central focus in today's modern celebrity obsessed society. Girls Aloud have been described as remaining â€Å"constant tabloid fodder†. Suggesting their marketing strategy is to gain as much press attention as possible in order to increase their music and merchandise sales. In June 2006, the band successfully generated a large amount of press coverage through a variety of stories and scandals in the tabloids and celebrity magazines. One such example was the press coverage of Cheryl Tweedy's relationship with Ashley Cole and her holidaying with the â€Å"WAGS† at the World Cup. This was a frequent feature throughout the summer months in all the gossip magazines and red top tabloids. Although not planned as such, this also acted as a promotional tool for the band as Cheryl, as their representative, was showing a more glamorous, rich image. Her association with well known celebrities e. g. Victoria Beckham also meant that she was receiving more media attention for the band from a larger audience which could potentially increase their international scope of fans and record sales. This increase of public interest may have also been part of the plan to further promote the bands other promotional tactics, for example their â€Å"Fly-On-The-Wall† Documentary â€Å"Girls Aloud: Off the Record†. Image is of course a central focus of the Girls Aloud current marketing strategy, they have a large male fan base and so their portrayal must be one that emanates both beauty and sex appeal as it is common media knowledge that â€Å"Sex Sells†. A recent criticism of bands like Girls Aloud and other popular female media figures is that they are projecting a bad image as role models to younger females. Society has quickly become celebrity obsessed, especially as it is now more easy to become a celebrity than ever and the â€Å"perfect body image† has never been more important in the media than it is now. Eating disorders in young females are increasingly being blamed on the media as people strive for â€Å"perfection†. This problem has been largely illustrated recently by the decision by Milan Fashion Week to not include the so called â€Å"Stick thin women† and also Spanish fashion Week â€Å"Ban on skinny models†. However, anorexia is still proving a continuing problem in this country. Another flaw in the bands representation was in January 2003 when Cheryl Cole became involved in an altercation in a nightclub with a toilet attendant, Cole was subsequently charged with racially aggravated assault (She apparently called the toilet attendant a â€Å"black bitch† among other racial insults) and later convicted to a i500 fine and 120 hours community service. This story was a major one in 2003 for all the tabloids and gossip magazines and did little to enhance the girls image as a whole. Four years on from this incident, the girls have been constantly striving to move away from this negative press to gain a more positive image, but one that still exudes beauty and sex appeal. Through promotion of the band Girls Aloud, the image focus means that they are always expected to have a certain glamorous look, if this is not achieved they are likely to receive criticism. However, music promoters must be careful in how they deal with the sensitive issue of eating disorders in relation to their band members in order to keep the press happy and in order to keep fans satisfied. Certain expectations are put on major female media icons appearances, and as suggested by the hypodermic needle theory, if the audience see these icons, they may connote certain beliefs about their image. The hypodermic needle theory suggests that the audience are passively fed these values and ideas and as today's society's obsession with personal image becomes stronger, it is clear the issue needs to be tackled delicately by celebrities and bands such as Girls Aloud. Berger suggested that â€Å"Men act women appear† and this is true to some extent in the case of Girls Aloud, despite their appeal to a younger audience, they often flaunt their sexuality to gain media attention and attention from fans. However they are in some control as they conduct the publicity and their ultimate aim is to entertain fans and make a profit. Figure 3 (See Appendix) is from the magazine â€Å"Arena† published by company EMAP. The magazine is promoted as a more male adult read than â€Å"Lad Mags† such as FHM and Maxim and may focus on more of a B, C1, C2 audience category. It runs a variety of articles on food, films, technology, sex, fitness, music etc and this cover is taken from the March 2005 issue. This front cover features two members of Girls Aloud; Sarah Harding and Cheryl Tweedy. Many connotations are immediately apparent from this cover, connotations which demonstrate the ideas behind their image focussed promotional strategy. The stance of the two girls and their clothing immediately gives suggestion of sexual innuendo, the girls are selling the magazine on this image as it is likely to be the first thing someone will see when they pick it up. The colour of their outfits, black again fits in with the idea of sexual connotations and the fact that Sarah seems to be holding on and in control of Cheryl acts as another sexual suggestion. The image has been taken at a low angle and is lit quite dimly, the lower angle may seek to show their features as well as portraying them as quite domineering and women of sexual prowess, the dim lighting adds enigma to the scene which fits with the subheading â€Å"Warning: contains scenes of an adult nature! and encourages the reader to buy the magazine to see what's inside. Although not typical of all Girls Aloud promotional tactics in written media, this front cover focuses on one segment of their target audience effectively. A more recently developed promotional technique for many celebrities are so called â€Å"Fly on the Wall† documentaries, popularised by programmes like â€Å"The Osbournes† and â€Å"Newly Weds†. Girls Aloud were quick to follow in the footsteps of these programmes when in April 2006 they launched the six-part series â€Å"Girls Aloud: Off the Record† on E4. This promotional tactic was a little different to conventional tactics used by bands for many years, such as posing for magazine covers. It aimed to show the realities of life within the band and in contrast to their image based promotion, it showed the regular ups and downs of the band. This insight into the band could have varying affects on audience members, the idea that they are â€Å"plucked from obscurity to become Britain's most successful girl group ever† could induce personal identity with the band members. There is a realisation here that they were just ordinary people before they formed the group, therefore the audience may better understand their hectic lives and can relate to that as members themselves of our fast paced modern society. The idea behind this promotional tactic would have been to increase awareness of the band and to also encourage people to re-form personal relationships with the band members as they may have done during Popstars: The Rivals. Again, showing the realities of life in the band, like Viral marketing, may have a negative impact on the audience, but it still generates publicity. The opening sequence of Episode One â€Å"Girls Aloud: Off The Record† demonstrates and connotes some of the ideas and values at the base of the bands formation. The opening shot shows the girls being introduced on a stage type setting, with curtains slowly drawing back to reveal them all dancing, this is then quickly followed by some fast edited shots of some of their promotion e. g. press taking pictures, performing, photo shoots etc. The colour and clothing codes used here are very glamorous and colourful and are likely to appeal to the younger trendy female audience that are often seen as one of the bands targeted fan bases. The image of glamour and of the girls having a good time is then balanced out by some more negative portrayals which show Girls Aloud in a contrasting light e. g. showing them swearing, some of the tabloid headlines are shown about them, arguments etc. This juxta-pose of two images acts as a teaser as to what is to come in the programme and even for those unfamiliar with the band, they may still be drawn in to watching the show. Syd Fields theory, although more generally applied to film, can still be applied here and demonstrates the importance of the first 5 minutes of a programme being essential for captivating an audience. In order for marketers to successfully gain fans of the band, the captive audience must be able to gain both surveillance and personal relationships to keep them interested. In this case, the use of voiceovers, talking head shots and the non diagetic sound of one of there popular singles in the background seeks to intensify the audiences curiosity. The interviews and shots seem a very random selection of clips and are enigmatic enough to encourage viewers to keep watching. Although the band is shown in two different lights here, it is clear the glamour could still potentially appeal to audience members and encourage them to relate and therefore like the band. In the past, other bands have also generated publicity through television appearances, on shows such as Top of the Pops, Later With Jools Holland and Friday Night With Jonathan Ross. These are seen as more covert promotional tactics used by PR not to necessarily directly advertise the band to the audience, but to target those who do not necessarily normally take an interest in celebrities and the music industry and who can be reintroduced into that idea through general television viewing. Some of the less conventional techniques used by bands have succeeded in generating the most publicity. One such example is the well renowned incident of punk rock band The Sex Pistols appearing on the early evening broadcast of the â€Å"Today† programme on the 1st of December 1976. Having taken full advantage of facilities backstage and following copious amounts of alcohol, the band caused outrage amongst viewers by openly swearing and being offensive to the equally drunk host Bill Grundy, whose career ended abruptly as a consequence. This â€Å"Filth and Fury† prompted increased public interest in the UK punk scene that was developing at the time and although it led to hostile press and local authorities cancelling gigs, it generated much publicity and for the band and reinforced the rebellious punk image. The bands continued antics built them a reputation which increased their popularity amongst teenage audiences, who were eager to rebel against societies codes and conventions of that time. This proves that even risqui promotional tactics such as that of the Sex Pistols can prove hugely successful and they are still a world renowned band to this day. Music promotional techniques have expanded in recent years with the development of new technology and trends and continue to be highly innovative. The â€Å"Digital revolution† has played a major part in this with new areas for advertising such as the Internet and more Television channels aimed at different market segments. The strategies have developed from some earlier successful music promotion tactics to effectively portray musician image and to also target more specific, niche audiences. The internet is likely to remain core to this developing range of promotion and with increasing numbers of people downloading songs online, and it may well dominate all future marketing techniques.

What Is Strategic Spatial Planning Environmental Sciences Essay

IntroductionStrategic spacial planning is arguably an attack which rails against the discourse of the scientific rational comprehensive theoretical accounts of be aftering which has and still does keep a big influence in current manners of planning. This short essay will hopefully explicate to contrivers why a strategic spacial planning attack is more contributing in the current context which we find ourselves in. This will be done through replying a set of inquiries which will clear up the attack, its intent and methods, how it differs from rational comprehensive attacks of maestro planning and land usage planning, why contrivers should utilize it, what can be expected from it, and its utility.What is Strategic Spatial Planning?Strategic spacial planning is a method to assist work out complex spatial jobs through making strategic visions and new spacial individualities. Harmonizing to Kaufman and Jacobs ( in Albrechts, 2001 ) strategic systems originated in the US around the 1950 â €˜s due to the demand for quickly altering and turning corporations to be after efficaciously and pull off their hereafters at a clip when the hereafter seemed ill-defined. In Europe, strategic spacial planning dated back to the 1920s and 30s, and was used to direct the activities of others ( Mastop in Albrechts, 2001 ) . From Albrechts ( 2006 ) it can be understood that the word ‘spatial ‘ brings into focal point the ‘where ‘ of things, the creative activity and direction of particular ‘places ‘ and sites every bit good as the interrelatednesss between different activities in an country, and important intersections and nodes within an country. This spacial focal point allows for a more effectual manner of incorporating different dockets – such as, economic, societal, and cultural – and their spacial impacts ( Albrechts, 2006 ) . The word ‘strategy ‘ has its roots within a military context ; in ancient conflict ground forcess would work out a scheme prior to the conflict on how best to get the better of the enemy. It is understood that this type of scheme had four basic elements – an accurate apprehension of the existent state of affairs, realistic ends, focused resources in countries where they would be most effectual, and continuity of the action until the coveted result is achieved ( Albrechts, 2010 ) . These elements are strongly rooted in systems of strategic spacial planning. In its entireness, strategic spacial planning is a procedure which is directed at a limited figure of strategic cardinal issue countries. It determines an countries strengths and failings in the context of its chances and menaces ; it scans external tendencies, and the resources that are available. It gathers major public and private stakeholders and allows for a wide and diverse procedure of engagement. It develops a realistic long-run vision along with schemes in order to pull off and act upon spacial alteration. Importantly it is orientated towards determinations, actions, consequences, and execution, in the short, average and long-run ( Albrechts, 2001 ) . â€Å" It is so impossible to understand material topographic points and societal nodes such as ‘the metropolis ‘ , ‘the city-region ‘ and ‘the part ‘ in footings of a unidimensional hierarchy of graduated tables † ( Albrechts, 2010:6 ) . This definition illustrates that strategic spacial planning is non a individual construct or process, but it is a set of constructs, processs and tools that are tailored carefully to whatever state of affairs is presented ( Albrecht, 2001 ) . Furthermore it is a development-led attack and a transformative and integrative, public sector-led, and socio-spatial procedure through which a vision, consistent actions and agencies for execution are produced ; these are so able to determine and border what a topographic point is and its potency of what it may go ( Albrechts, 2006 )How does it differ from MASTER PLANNING and LAND USE PLANNING?In order to understand the difference one needs to understand the principle of land usage planning and maestro planning. Land usage planning is a procedure of be aftering which is concerned with the location, strength, signifier, sum, and harmonisation of land development required for a assortment of spacial utilizations ; such as lodging, industry, diversion, conveyance, instruction, and agribusiness. A land usage program in this case fundamentally embodies a proposal as to how land should be used within a set of considered policy as enlargement and restructuring advancement in the hereafter ( Albrechts, 2004 ) . Traditional land usage planning is a more inactive planning attack aimed at commanding land usage through a zoning system and through ordinances. This harmonizing to Albrechts ( 2006 ) seems unfit for bridging the spread between plan-making, political decision-making and execution. This was one of the grounds why the demand arose for a different type of be aftering – a move off from regulative policy and instruments to a development-led attack which aims to step in more straight, coherently and selectively in societal world and development – strategic spacial planning ( Albrechts, 2006 ) . For Albrechts ( 2001 ) strategic spacial planning is to a certain extent rendered towards an integrated socio-economic class of action that supersedes the mere focal point on land usage planning. For Master Planning on the other manus, Friedman ( 2007 ) found that it is about a universally recognized signifier of planning pattern. His study found that in state after state, metropoliss through their authoritiess are mandated to bring forth maestro programs. Basically within these maestro programs states specify future land utilizations and location determinations. Maestro planning is a wholly inactive pattern and harmonizing to Friedman ( 2007 ) it needs to be rethought as it is out of line with the dynamic flows of globalization. Friedman ( 2007 ) defines master be aftering as being typically municipal programs instead than regional programs, and as being entirely concerned with land usage instead than with the entire spectrum of urban policy issues. They are drawn up by a specialised subdivision of municipal authorities instead than through a wider procedure of collaborative deliberation, and the procedure used to pull up maestro programs and acquiring them approved takes old ages therefore rendering them out-dated by the clip they can be implemented. Besides they are top-down, with comparatively minimal citizen engagement, and in conclusion when it comes to big scale undertakings ; maestro programs are frequently set aside to let for necessary alterations in land usage and circulation forms ( Friedman, 2007 ) . Opposing this, spacial planning is derived non from an functionary, compulsory character like maestro planning but from a function that coordinates instruments closely intertwined with urban policy formation and the design and execution of large-scale undertakings. Spatial be aftering involves a scope of histrions that include communities, authorities functionaries and private stakeholders. The chief intent of spacial planning is non to mandate peculiar land uses – as is in the case of maestro be aftering – but to let for a better coordination of urban policies and large-scale undertaking developments across infinite, to prove alternate policies and designs through revising their societal deductions, and to let for an informed public discourse about them ( Friedman, 2007 ) . In metropoliss such as the new downtown peninsula of Vancouver, maestro planning has been abandoned for systems of spacial planning in which be aftering returns by manner of affecting public hearings, bargaining, and dialogues. The consequences of this passage over a period of 25 old ages are testimony to the viability non merely of the Vancouver theoretical account but besides of the more abstract spacial planning theoretical account ( Friedman, 2007 ) .What are its chief PURPOSES and METHODS?Strategic spacial planning as mentioned earlier is used for complex jobs where governments at different degrees and different sectors and private histrions are reciprocally dependent ( Albrecht, 2001 ) . The theoretical account designs plan-making constructions and develops content, images and determination models which can act upon and pull off spacial alteration. It is about building new thoughts and processes that can transport these constructions through, therefore bring forthing ways of ap prehension, ways of consensus, and ways of organizing and mobilising for the intent of exercising influence in different spheres ( Albrecht, 2006 ) . Both is the short and long term, strategic spacial planning focal points on bordering determinations, actions, undertakings, consequences and execution, and incorporates monitoring, feedback, accommodation and alteration of the result. Its intent therefore is non a new political orientation prophesying a new universe order but as a method for making and maneuvering a better hereafter for a topographic point based on shared values ( Albrechts, 2006 ) . Albrechts ( 2006 ) goes farther on to explicate that the seven chief purposes of a strategic undertaking are – to develop an incorporate advanced attack for the assorted undertaking types ; to develop a to the full operational model based on sustainability ; to develop tools for quality direction ; to broaden the multi-actor/multi-level policy scenes and to measure current scenes ; to circulate the attack ; to develop an educational theoretical account ; and to set up a web of cognition between research workers, professionals, and authoritiess ( Albrechts, 2006 ) . The capacity for these undertakings to present the coveted result is dependent foremost on the system itself and on the conditions underlying it – such as structural restraints, and political, cultural, and professional attitudes towards spacial planning. The planning procedure is non intended to flux swimmingly from one stage to the following. It is a dynamic and originative procedure wherein new positions and facts that arise today may change the determinations made yesterday ( Albrechts, 2010 ) . This illustrates that it is ne'er a fixed procedure but is in a uninterrupted start of alteration from get downing to stop. The visions and frames which guide this procedure are ne'er ‘a given ‘ , instead they are to be constructed. The procedure of picturing is the procedure by which groups develop visions of future provinces for themselves, their administrations, metropolis, or their part that are clear, powerful and realistic. Basically this means that the visions are to be constructed within a specific context and scale sing issues that are of involvement within that infinite and within a peculiar combination of histrions. This is to be done within a method that to the full recognises the conditions of power, inequality, and diverseness. â€Å" The vision describes a metropolis or part as it may look like in the hereafter, and it must appeal to the long-run involvements of histrions who have a interest in the metropolis or part † ( Albrechts, 2010:8 ) .Why do this sort of planning?Strategic spacial planning undertakings conduct an in-depth survey of the country, therefore giving pen chant to the location being affected over anything else. With this these undertakings study external tendencies and the resources available hence leting for a wide and diverse procedure. Besides, by doing usage of this type of planning, contrivers are able to aim a assortment of countries ; including urban, rural, and economic countries ( Albrechts, 2006 ) . In the case of urban countries, strategic urban undertakings are utile as they aim to consolidate, transform, restructure or recycle the urban countries for new and emerging demands from public and private histrions. With respects to rural countries, strategic undertakings are utile as they aim to transform rural and suburban kineticss into a more sustainable and qualitative signifier of development while non burying to heighten the cultural significance of these infinites. Last, economic countries are seen as an of import portion of the attempt to maintain up international economic fight. Strategic undertakings seek to turn away from the old construct of concern Parkss spacial construct and direction to a focal point on the demands of houses that are to be translated into specifically designed employment locations ( Albrechts, 2006 ) .And what can we anticipate from it?This inquiry can be divided into two parts ; ‘we ‘ as contrivers and ‘we ‘ as the populace and private histrions. First, the essay will mean to the reference the latter portion. Strategic spacial planning undertakings are strategic to accomplish visions, ends, and aims from a assortment of policy sectors, and are to incorporate the community being affected. Visions is arguably one of the most of import factors of strategic undertakings as they are expected to be placed within the specific context, topographic point, clip and degree, and are to see specific issues that are of involvement to the different histrions ( Albrechts, 2006 ) . Basically what can be expected from strategic spacial planning undertakings is a critical analysis of the chief procedures and structural restraints which form infinites, which adds into a realistic, dynamic, integrated, and declarative long-run vision. It will supply a program for short-run and long-run actions, a budget, and a flexible scheme for execution ( Albrechts, 2010 ) . In footings of the undertakings eventual execution, it will supply believable committednesss to action battle and a clear and expressed nexus to the budget therefore leting for citizens, private-sector, different degrees of administration, and contrivers to come in a consensus ( Albrechts, 2010 ) . ‘We ‘ as contrivers will anticipate a different set of tools, tools which will steer the contriver on what to anticipate when moving as a strategic spacial contriver. For Albrechts ( 2010 ) , he finds it unthinkable that the contriver should move simply as a impersonal perceiver and chorus from playing a function in the building of visions and images. Alternatively, Albrechts suggests that contrivers should be needfully involved, and instrumental in confirming, explicating and implementing images and visions. This is a logical position, as if contrivers simply observe, there expertness in certain state of affairss are non shared, and their utility would be greatly undermined. Strategic spacial contrivers are to alternatively, challenge their ain ‘mental discourse ‘ which limit their creativeness, and get down afresh therefore leting for their creativeness and resourcefulness to flux and to be used in formulating, designing, and constructing new constructs and discourses ( Albrechts, 2010 ) .How utile is it?Strategic spacial planning is a flexible procedure that trades with complex jobs and is able to repair to a broad scope of jobs, but besides trades with each job unambiguously. This characteristic makes the attack really utile as it applies to a scope of different issues. For illustration ; the metropolis of Barcelona started utilizing a strategic planning attack in 1988 in order to heighten the cooperation between the public and private sector with the hope that the sweeten ing will beef up the place of the metropolis as a campaigner for the Olympic Games ( Albrechts, 2010 ) . The metropolis of Turin which was inspired by Barcelona besides undertook a strategic attack in the mid 1990 ‘s, for Turin this formed the footing for rethinking the potency of a former monopolistic town that had been extremely affected by the rise of the car industry. The purpose for Strategic spacial planning here was to transform Turin into a European city – â€Å" a metropolis of activities and know-how † ( Albrechts, 2010:5 ) . For the metropolis of Bilbao, the vision was to transport the metropolis into the economic, fiscal, and cultural capital of the Atlantic Arc. Last, for Prague, strategic spacial planning focused on incorporating the metropolis into European constructions ( Albrechts, 2010 ) . From this it is clear that strategic spacial planning is applicable to a diverse scope of issues and can accommodate easy to what is required in the context for which it is visualizing, therefore rendering it a utile attack to planning.DecisionFrom the information discussed in this essay the attack of strategic spacial planning has been explained. Through utilizing such an attack to be aftering it can be deduced that infinites can be become more active and synergistic both on a local graduated table – and the sectors within that scale – and on an international graduated table. â€Å" In short, episodes of strategic spacial planning informed by â€Å" relational complexness † constructs which accumulate sufficient power to â€Å" go † efficaciously and have digesting stuff and mental effects should be judged in the long-run in footings of their capacity to enrich the inventive resources, originative energies and administration civilizations through which quality of life and experience of diverse citizens and stakeholders in peculiar topographic points are likely to be enhanced. † ( Healey, 2006:19 )

Is Internet Better Than Teacher?

Is internet better than teacher? Today we are living in a modern world where science and technology are being used in every aspect of our daily life, which makes our life safe and comfortable. Internet is one of the key elements of our modern life. We use internet for communication, banking, entertainment, buying-selling, trading, tickets booking and for many other countless reasons. Most of all youngsters often use internet as a source of information for their educational purpose. Now a question arises if internet is better than teacher or not.Obviously internet is a great medium of learning or magnificent resources of teaching, but yet it no way equals to a living teacher. If we take internet as a medium of education, it can be called an ocean of information. Whatever we need in our school work or any assignment, all we need is a few strokes in the keyboard and in a second millions pages appear. Notes, lectures, video learning, audio assistance, dictionary and almost everything are available in the internet, is fairly sufficient to appease any inquisitive mind.In comparison to human teacher, internet is absolutely free, there is no time bound and different views for the same topic that provides us with more choices and give us an opportunity for broader analysis. Nowadays, it is possible to take exam or test on the internet, and with a digital checking system we can know our score almost immediately. This allows people to have college or even university degree from home. Some people claim the internet as to be a virtual teacher for many students.Although internet has been proved as an important factor in education system, but it can not be the alternate to a human teacher. It can be called merely a virtual teacher but not the real living teacher. Internet is like one way learning system, it is totally depends on the learner what or how he or she would learn. Unlike a human teacher there is no check and balance. So the possibility of exploitation is much great er.It is like a teacher who has no ears nor any emotion, that is to say internet is not interactive for dynamic and real teaching system. It can check a paper's spelling and grammar, but they cannot teach someone style or help clarify an idea. A real teacher interacts with students with their individual level of intelligence and their respective ability of learning. Some students are keen to learn whereas some are slow in progress, some are inattentive or some may have a tendency to despise the importance of education.Only a real human teacher can addresses these variations among the students by judging their attitude and he can take appropriate measures accordingly. Internet can enhance our knowledge, but it can not play the role of a teacher. During the schooling we not only learn the theories of science, mathematics or history but also learn discipline, morality, behavior and exchanging our views by improvising ideas, which is impossible in the virtual world of internet. Therefor e for the complete education, a teacher can not be replaced by internet

Toy Watch Essay Example | Topics and Well Written Essays - 1000 words

Toy Watch - Essay Example As the discussion declares Toy Watch is basically a wrist watch company based in Italy. Its innovation lies in its plastic watchbands in bracelet style which gave stiff competition to luxury statement provided by Swatch watches. The company was founded in the year 2005 but in less than 2 years, it has reported mammoth profits because of its new product idea and a well-organized distribution and promotion policy intact with low prices that are affordable by any consumer group. Its heart throb features are its light weight, oversized dials and Italian designing marvel by Marco Mavilla, a Milan-based designer. The popularity and success of Toy Watch is also supplemented by its endorsements with celebrities like Oprah Winfrey, First Lady Michelle Obama, Katie Holmes and so on. This paper stresses that the strategies of a company are examined in terms of four features of namely the product, price, place and promotion. Also termed as four P’s model, the marketing mix determines how the strategy should be pursued in different markets with varying customer preferences, saturation and competition levels. Talking of Toy Watch product, its tactical features are its stylish designing and use of polycarbonate material which blends well with any kind of traditional watch material like steel, ceramic, plastic or crystal and gives the same Italian finish with light weight and unimaginable designs. Its color choices also reveal its product planning and development genius because wrist watches top the priority list of fashion accessories and every day a new design kicks off the older one. As such, with a plethora of color ranges, Toy Watch has targeted the teenage group very effectively when they go for individual dress matching with every single accessory. In te rms of pricing, this is again the competitive edge of Toy Watch whereby it uses penetration pricing to capture the new markets created and gained by this class of plastic band watches. Because of low pricing tactics, Toy Watch was able to garner more market share owing to the affordability its products offered to the various teenager and other groups. The luxury concept of Toy Watch products is applied in its distribution strategies too (Soller 2006). With endorsements from top notch celebs and presenting the watches in jewellery shops and exclusive retailers like Fifth Avenue, Selfridges and Harrods (Italia n.d). This keeps its quality and luxury image intact despite its low pricing. Promotion wise, Toy Watch makes use of not only charity shows but also female sizzling personalities and revolutionary technologies in advertising the distinctive factor of their products. For instance, it partnered with Keep A Child Alive Charity whereby half of the revenues coming from sale of its se lected watches would go towards this charity initiative. Such efforts link the social responsibility and ethical consciousness of the company with the customers and favor the brand image. With Miyota Quartz Movement (Howard n.d) and presentation of Toy watch products on Oprah Winfrey show (Green n.d), it has captured all segments of consumers ranging from most sought after personalities to common men. Factors adding to the customer value Theoretically, customer value propositions which aim to provide them the maximum returns on their investments and utilities of time, place

Victimless Essay Example | Topics and Well Written Essays - 1000 words

Victimless - Essay Example The new skills required for this method includes working with local residents as partners in working out problems, making presentations to community groups, and involving other public and nonprofit organizations in community development efforts. Rohe, Adams and Arcury (1) stated that Community Oriented Policing â€Å"promises lower crime rates, reduced fear of crime, better coordination with other city and county agencies, and improved police/community relations.† As such, this method of organizational policing can also be applied for victimless crimes. Hess and Wrobleski, the authors of â€Å"Police Operations†, maintained that the role of the law should be limited particularly in dealing with victimless crimes since the category of the said crimes is a misnomer. This paper aims to identify and discuss the notion of victimless crimes and evaluate the behavior in terms of wrongfulness and the proper role for the law related to Community Oriented Policing. The reasons behind the creation of Community Oriented Policing were the rising crime rate and the ineptitude of conservative police methods during the late 1960’s such as concerns about racial conflicts, riots, civil right demonstrations and other crimes. According to Mirsky (1), â€Å"The design of community policing is to entail a more open relationship between the police and the public which gives the police a more proactive role in the community.† This new policing approach allows the neighborhoods to strengthen its capacity in helping by sharing the accountability for crime prevention and crime trepidation with the police. Meier and Geis (42) also maintain that building the competence of social institutions is essential in order to empower citizens to engage in and guard their own communities. Hence, community justice deduces that all communities have a liability to exercise social control to its residents. Among

Contract Law in UK Essay Example | Topics and Well Written Essays - 750 words

Contract Law in UK - Essay Example Once a certain matter has been decided by a higher court applying the rules and law laid down through the ordinance affecting that particular issue, then for lower courts it will become a precedent to be followed, save in some conditions when the facts of two cases can be distinguished by the lower court. There is two-fold relationship between the two. Once a law has been drafted and implemented in the form of ordinance then it is for the courts to decide cases in the light of the existing law. But sometimes when there are certain loop holes in the law or some kind of ambiguity is there then the court can adjudicate over that matter and it becomes a precedent decision to be followed by the lower courts and executive too. An ordinance once drafted and notified by the govt. becomes a law and if it concerns commercial law then it automatically becomes a source as from then on the business activities has to conducted according to the new or amended rules laid down by that particular ordi nance. Similarly, when a higher court for e.g. the supreme court gives a decision on a commercial dispute and in the process gives a new interpretation to the law applicable to it and gives a new meaning to it then from thereon it becomes a precedent for the lower courts and the executive to follow and can be considered as a source of commercial law for that matter. 2) The Central London Properties v. High Trees House case is based on the English Contract Law and is based on the doctrine of Promissory Estoppels. The brief facts of the case are Central London Property Trust (CLPT) owned a block of flats which it leased -- for 2250 pa -- to High Trees Ltd (HT), Due to the resultant war the occupancy was low and HT negotiated with CLPT to reduce the cost of the lease to 1250 pa for the period 1940-1945. It was done. But after the war was finished the demand increased again and there was hundred percent occupancy. CLPT sued HT for the full cost of the lease, as per the original agreement. However, the Court dismissed the petition on the rule of Promissory Estoppel, which means that one party to a Contract indicates in certain terms to the second party that he (the first party) will not insist on his full rights under the contract, and based upon that promise the second party does or abstains from doing a certain act. The Second Party after making a certain promise can not go back and claim its full rights. The Court applied the above principle in this case and said that the agreement to reduce the rent was a promise between both parties and subsequent to that HT has acted on that promise, now at this stage CLPT can not be allowed to claim all its rights according to the original agreement as HT has already acted on the promise given by CLPT and it will be subject to Promissory Estoppel. 3) In this case there was a contract between Claudine who operates an import /export company in Tsuen Wan and a transport services company KCR through its manager for a load of a client's furnishing supplies to be sent by train to Guang Zhou. Though nothing was mentioned on the written contract about when the journey will be made but according the principles of contract law where, by the contract, a promisor is to perform his promise without application by the promise, and no time for performance is specified, the engagement must be performed within a reasonable time. In

1.Identify and review some of the strategies which the company uses to Essay

1.Identify and review some of the strategies which the company uses to deal with the difficulties presented by the specific features of financial services marketing - Essay Example The researcher is taking American International Group Inc. which is a U.S.A. based company for reviewing their products and strategies. In this paper the researcher is trying to identify the strategies which they use to deal with the difficulties presented by the features of marketing of financial services. The researcher will use the website of AIG and some journals for analyze the strategies of the company. American International group which is a financial services company constitutes of different business units. These are AIG Bank, AIG Direct, SunAmerica financial group, Chartis insurance, United Guaranty Corporation and International Lease Finance Corporation. The main revenue of the company is from the Chartis insurance which is major name in the global insurance sector. SunAmerica financial group is the other which generates maximum revenue for the AIG group. From this statistics it can be said that the company is mainly focusing on the life insurance, general insurance, wealth management, asset management programs. It can also be said statistics that the major percentage of revenue comes from the casualty and specialty line of business. In any type of industry the companies should design and offer the product or services according to the customer needs. Financial services industry is a volatile industry. During the economic downturn the companies generally don’t profit much from the financial services. The reputation of the companies plays a big role in that situation. If the financial services companies provide the products according to the needs of the customers and build customer loyalty then they will have a competitive edge than their competitors. For having a good percentage of market shares as well as retaining the customers in time of financial downturn a loyal customer base is necessary for the financial services company (The Economist, 2008, p.5-7). The services

Hospitality Contract and Event Management Assignment

Hospitality Contract and Event Management - Assignment Example The key factor that leads to a person contracting a caterer is because of his expertise in the sector. The person believes that he is being involved with a professional in the provision of the various services needed. A keen caterer would not compromise on his/her quality of product and provision of his/her services since he/she is there to get another contract or be recommended for his quality of his products and services.(Judge Advocate General's School (United States. Army), American Bar Association. Section of Public Contract Law2007) Another crucial characteristic is the manner he/she offers his/her services. Apart from the fact that the services should be of high quality, they should be offered at a considerable price and at the right time. The pricing of a caterer’s product and services should be considerable and effective free from hidden charges. These ensure that the caterer remains competitive and wins most of the contracts in the market. Another key feature that is crucial as far as provision of services is considered is the punctuality of his/her services. The services should be at the right place, at the right time with the right people offering those services. Another main characteristic that features in a catering contract is the innovation and new brilliant ideas. Catering sector is a competitive sector that requires caterer to be on their toes. Due to the fact that it is a dynamic sector makes it paramount to venture into new ideas that will attract customer for your products and services. They should offer the latest recipe of food, the latest outdoor design and interior design that satisfies the customers (Judge Advocate General's School (United States. Army), American Bar Association. Section of Public Contract Law2007) What caterer should be interested in is the satisfaction of his/her client. He/she should be pay attention to the way he/she prices his/her products, the way they deliver their products the quality of their products a nd the way they remain relevant I the sector. External factors affecting planning and management in the event and contract sectors Introduction. A hospitality sector which includes event planners and caterers is affected by internal and external factors just like other business enterprises. Internal factors such as management, finances, the level of safety menu among other actors plays an important role in the functioning of this sector. There are other uncontrollable factors which are external but can be controlled by planning well and sound management. One of such factors is the performance of the economy of a country. A well performing economy with sable prices, availability of skilled labor, flexible tax policies, performance of macro institutions, ease to put and run businesses and stable foreign exchange usually affects the smooth running of a business in the catering sector. When foreign exchange is unstable, prices are high, reduced expenditure by the government usually affe cts hospitality sector in the negative since there is reduced transaction (Anton S, Bryn P 1987) Hospitality sector is established and operates within the laws of a country. The law gives the licensing and gives the guidelines on how to operate in the sector. There are different laws such as laws that govern the t environment that do affect the hospitality

The Marketing Plan Research Paper Example | Topics and Well Written Essays - 1250 words

The Marketing Plan - Research Paper Example The market is therefore stable and still promises to grow. Every product producer and service provider has a unique way of marketing. The uniqueness of the marketing structure therefore promises either a profitable venture or a loss-ridden one. Depo-Provera, medically known as depot medroxyprogesterone acetate (DMPA), is a hormone injection that alters the production of estrogen. It therefore prevents a woman from producing ova. The product has been in the market and continues to expand to newer ones across the world (Frey, 1956). Situational analysis The market for contraceptive products continues to grow if not stable. The married, for instance, have an obligation of regulating the number of children they have depending on their financial stability and social preferences. The married form the greatest market shareholders. Because of their obligations, they shop for the most appropriate contraceptive methods. Additionally, the market is also composed of any other mature sexually act ive person within the country. However, the product targets those who have sexual intercourse regularly and is therefore more advisable on the married or commercial sex workers. Currently, there are a number of products in the market that provide similar functions. The most common of these include Nuvaring, another is Intrauterine Device (IUD) while Ortho Evra (patch) together with birth Pills also form part of these. All these and many others have their strengths and weaknesses that make them hold the market shares they currently dominate. As the market continues to grow, Depo-Provera continues to expand its market share which is a clear show of effective marketing strategies by the marketers of the company. Depo-Provera has a number of strengths which it has used as its competitive advantages over the years. Unlike other contraceptives, Depo-Provera is not used daily. A single injection lasts a month. This is a relief to many women who use the daily injections or the daily pills w hich normally tend to have severe bodily reactions. The monthly menstrual flow is a bother to many women; the hormonal injection alters the body making a woman miss her periods for three consecutive months (Abrams & Eugene, 2003). Additionally, the use of the injection is proven to reduce the chances of a woman suffering from ovarian cancer. Some of the used contraceptives normally have side effects some of which are as acute as the contraction of ovarian cancer. The use of Depo-Provera minimizes this risk thereby providing its user with the peace of mind and longevity of use. However, the product, just as any other in the market, presents a number of side effects, which also sum up as its weaknesses. Being a hormone, the injection reduces the thickness of the uterine lining. This results in reduced rates of the monthly bleeding and after a prolonged use, some women experience no bleeding at all. Such occurrence may affect the mental stability of many women who consider it normal fo r a woman to experience the monthly period especially when not using a contraceptive. Women may also after stopping the use of this contraceptive experience an excessive bleeding. This is normally because of the hormonal imbalance which is rectified through medication. The expansion strategy of the product is governed by a

Soc Essay Example | Topics and Well Written Essays - 750 words

Soc - Essay Example I once attended a celebration of a Chinese new year which they call Kung Hei Fat Choi which is really a different celebration of New Year from my culture. For one, the celebration was replete with firecrackers and loud noises in their belief to scare away bad omens. They also had a dragon dance which they believe to bring good luck and rounded foods. This type of celebration is considered alien to me because we do not do dragon dance in celebrating New Year nor prepare round foods. To explain my seeming alienation about Chinese New Year, I would like to bring about George Herbert Mead’s social psychological theory of relation among the mind that not all factors in my environment can influence how I think. I belong to _____(your primary group) as my primary group and ____(your formal organization) as my formal organization. I am basically comfortable with my primary group albeit it has no formal structure where other people of the group, including myself are just enjoying each other’s company. The formal group on the other hand is more structured and has an objective why it exists. It reflects the normative organization because there are rules that are expected to follow where its members are expected to conform. In the primary group, my status varies since the structure is informal. Sometimes I am the leader and opinion maker sometimes I am the follower depending on the situation. In the formal organization however, my status is labeled as a member because I am not an officer of that club. At the end of the game, I belonged to the middle class because I had enough property to sustain me in the game. The game basically made me realized that if you make enough investment early in the game, you will end up rich because when other players step into your property, they have to pay rent and this accumulates as the game goes. Having enough resources in the game made me realized that it will enable the player to

Declining Economic and Military Power Essay Example for Free

Declining Economic and Military Power Essay As the United States prepared to enter the twenty-first century, it could reflect upon the fact that the twentieth century was truly the American century, even with its declining economic hegemony and resulting lose of military hegemony. The U. S. entry into World War I tilted the balance against the triple alliance. It was the U. S. forces that played the major part in the defeat of the Axis powers in World War II . It was the U. S.men and material that contained Soviet Communist expansion until it self-destructed. Even though its military power was unrivaled, the United States had to confront the re-emergence of traditional isolationism at home, the creation of shifting coalitions around the world, and most importantly, its declining economic power in the world. In the 1940s and the 1950s, the United States was extraordinarily competitive in the world market . Virtually anything it produced, it could sell. Although partly the aftermath of World War II, which had destroyed most of America’s industrial competitors, this situation also reflected an American monopoly in high-technology industries and American productivity in lower-technology ones. The United States had a handsome surplus in its international balance of trade, and this surplus could in turn finance large-scale expenditures on U. S. military forces to be deployed overseas in the territories of America’s allies, including West Germany, Britain, Italy and Japan. A productive and competitive economy with high employment also provided a healthy base for federal taxation and spending. In such a happy condition, the United States could maintain a vast system of military alliances and spend 10 percent of its GNP on defense. In the slogan of the Eisenhower administration , the former was underwritten by the latter. Then all this started to change with seeming suddenness. Japan appeared to surge forward at incredible speed. Through the 1970s it’s rising indices of industrial production seemed to propel it above the industrial levels of the United Kingdom, the European Community, the Untied States. As the Soviet Union faltered and then collapsed, Japan and subsequently also West Germany increasingly became the symbols of so-called young economies, in which â€Å"organized capitalism† could achieve miracles which old capitalism could no longer deliver. The inventory of China and Japan’s successes was stressed frequently . Its rapid pace of economic growth, its systematic allocation of vast resources to gross fixed capital formation, its obvious progress in high-tech consumer-oriented production, and its impressive penetration of the global markets all received their due. In contrast, the United States was increasingly depicted as an aging, stumbling giant, losing its preeminence and its leading abilities. From the mid 1970s on, a vast literature asserted with much conviction that the United States was â€Å"deindustrializing,† losing the battle of high tech and unduly shifting its labor force toward services while complacently accommodating itself to falling productivity, low rates of saving, low rates of capital formation, failure in export markets, incessant trade deficits, and growing international indebtedness . If we simply add together economic and military power there is little doubt that the United States remains the hegemon. But it is important to recognize that military hegemon is dependent on economic hegemony, because the military is wildly expensive. Declining economic hegemony creates pressure to cut back on military expenditures. This pressure has been temporarily relieved because of the recent economic growth and the new revenues available to the U. S. federal state. However, it is doubtful that this trend of relatively greater economic growth will continue. Indeed, a collapse of the stock bubble could lead to a U. S. economic crisis that would force a major restructuring of its military capabilities and increase the pressure for other core states to take up the slack. Whether this happens quickly or slowly, predictions show that U. S. economic hegemony will continue to decline, and its military hegemony will follow. This will lead to a new period in which economic power and military power come once again to be recalibrated in a system of more equally powerful and competing core states. This current situation is almost similar in most structural respects to that at the end of the nineteenth century. Declining Britain was still advocating free trade, while the other core states and upwardly mobile semi-peripheries were shifting back to economic nationalism and protectionism. By arguing whether or not this happens in the next few years and to what could prevent another cycle of war over world leadership in the last chapter, a new window of vulnerability to warfare among core states will arrive. The institutional structures of global collective security will again be tested. It is in all humanity’s interest that these institutions be strong enough to prevent another war among core states. With the termination of the Soviet Union and the Soviet Empire in the early 1990s, it became clear that there were no large specific military threats facing the United States . As General Colin Powell, the chairman of the Joint Chiefs of Staff (JCS) from 1898 to 1993, noted in early 1992, the real threat we (the United States) now face is the threat of the unknown, the uncertain. Moreover, despite reductions in its defense capabilities from their Cold War levels, the United States was still far superior militarily to any nation or likely combination of nations in the world. The challenge for the United States was to maintain the sufficient order in the international system so that it could pursue its economic interests. At the end of the Cold War, the United States became one of the largest importer and exporter . Its economic well-being was consequently almost totally dependent upon the absence of chaos in the international arena. Since no one nation posed a specific military threat to the United States like the Soviet Union during the Cold War, the Pentagon was compelled to develop illustrative situations or scenarios in which American interests could be sufficiently jeopardized so that military force would have to be used. Before, there were also seven scenarios created in order to illustrate possibilities of a withdrawal of an attack on Iraqi or a battle plan on Baghdad . In early 1992, the Pentagon developed seven more scenarios with regards to the countries that could launch an attack against them. The first scenario is a repeat of the Iraqi invasion of Kuwait. This scenario assumes that sometime in the mid 1990s, the world’s support for the embargo against Iraq slackens, the regime in Iraq rebuilds its military to 1990 levels, and launches a blitzkrieg attack southward. Unlike August 1990, the Iraqis do not stop at the Saudi border, but move into northeastern Saudi Arabia and take control of its oil fields and major export terminals before the United States and its coalition forces can respond. The second illustrative scenario involves an all-out attack on South Korea by some 300,000 North Koreans. To help the South Korean forces counter this invasion, the United States would deploy five combat divisions to augment South Korea’s 800,000-man army. In addition, this nation would send five aircraft carrier battle groups, two Marine expeditionary forces and 20 land-based air squadrons. This force of about 250,000 Americans and 1 million South Koreans would take about three months to prevail against the forces of Kim II Sung. The third scenario is a combination of the first two. It assumes that the Iraqi and North Korean invasions occur simultaneously and that the United States has to fight a two-front war with over 500,000 people, some 5,000 miles apart. The fourth scenario involves an invasion of the Baltics by an expansionist, authoritarian government in Russia . The Pentagon postulates that 18 Russian and six Belarusian divisions would attack along the Lithuanian-Polish border to â€Å"protect Russian minorities† living in the Baltics. To respond to this situation, the U. S. would deploy seven combat divisions, 49 land-based air squadrons, six aircraft battle groups, and a Marine expeditionary force. Augmented by an additional 11 ground-divisions and 17 tactical fighter squadrons from NATO, Western forces would prevail in three months. The fifth and sixth scenarios involve one-wee invasions of the Philippines and Panama. The invasion of the Philippines by Marine amphibious forces and army paratroopers is made necessary by the chaos that results from a failed coup and endangers some 5,000 Americans in Manila. The Panamanian invasion of airborne and amphibious troops follows from an attempt by rightwing elements close the Panama Canal. The final scenario is based on the possibility that in the next century a resurgent Russia or an emerging superpower adapts an adversarial military strategy and capability to threaten U. S. interests around the world. The U. S. response would be to reconstitute its Cold War military force and its alliance strategy. The first and second scenarios were also the focus of the Clinton Administration’s Bottom-Up Review, published in September 1993. Despite all these scenarios and the decline in both economic and military hegemony, the United States can still be considered to be on top of its league. In addition to this, the end of the Cold War resulted to the shifting of budget due to the cutting or decrease of military budget . Despite the decrease in the economy of the United States and the rapid growth of its competitors such as China, still, the GDP of United States is greater . As such, just like a spring, it can be said that United States is merely pulling itself back in order to spring further beyond the others. References Switzerland (10/07). (October 2007). Retrieved March 9, 2008, from http://www. state. gov/r/pa/ei/bgn/3431. htm Bay, A.(July 18, 2007). Iraqi Withdrawal: Seven Scenarios [Electronic Version]. Strategy Page. Retrieved March 9, 2008, from http://www. strategypage. com/on_point/200771813240. aspx Binnendijk, H. , Simon, J. (December 1995). Baltic Security and NATO Enlargment. Retrieved March 9, 2008, from http://www. ndu. edu/inss/Strforum/SF_57/forum57. html Calleo, D. (2005). Hegemony and Decline: Reflections on Recent American Experience. March 9, 2008, from http://www. sens-public. org/spip. php? page=imprimersansid_article=138 Ching, P. -y. (December 9, 2006). American Imperialism and its Domination Over Asia. Retrieved March 9, 2008, from http://www. aprnet. org/ Corn, D. , Perry, M. (April 3, 2003). The Battle Plan for Baghdad? Washington Post. Huntington, S. P. (Winter 1988/89). The U. S. Decline or Renewal? Foreign Affairs. Pianta, M. (1988). New Technologies Across the Atlantic. Retrieved March 9, 2008, from http://www. unu. edu/unupress/unupbooks/uu38ne/uu38ne00. htm#Contents Shaplen, J. T. , Laney, J. (December 2007). The Decline of U. S. Power in Northeast Asia [Electronic Version]. Washingtons Eastern Sunset. Retrieved March 9, 2008, from http://www. foreignaffairs. org/20071101faessay86606/jason-t-shaplen-james-laney/washington-s-eastern-sunset. html Spring, B. (June 2, 1998). House Resolution Tells President: Defend All Americans from Missile Attack. Retrieved March 9, 2008, from http://www. heritage. org/Research/MissileDefense/EM530. cfm Taylor, C. W. (1993). Alternative World Scenarios for a New Order of Nations: DIANE Publishing. Woolley, J. T. , Peters, G. The American Presidency Project. Retrieved March 9, 2008, from http://www. presidency. ucsb. edu/ws/index. php? pid=10120.

China today Essay Example for Free

China today Essay China today would not miss the inquisitive recognition of an observative eye. Ranging from the political, economical and social, China has moved from some of its early concepts, thoughts, philosophies and forms of ruling. Today, much more influence from the outside world has had major impact on the outlook of the modern Chinese people and their culture. To talk about China without reflecting about their ancient culture and the dynasties would be to do a great injustice to the Chinese people. Although, the concern of this essay is to look at individualism, thus it would be not possible not to generally mention the emperors ruling and the culture which has dominated China since 221 BCE. The Chinese society was largely an agricultural settled society that was propagated by the Confucius thought. Many of those who have written the history of China have at instances tried to compartmentalize it into culture, politics and society. This loses the value of their study since being a Chinese before the eighteenth and nineteenth century involved culturalism as opposed to nationalism. These are a people who largely had a shared identity and collective rituals. Confucius ideas, self development, among others and negative attitude to profit making had an impact and an expression of individualism. Culturalism impeded the growth of the state because it emphasized on ones ties to the family, region or city. In other words China was fragile due to ethnic nationalism which made it a very unstable state especially under the poke of other countries. The ethnic nationalism was responsible for the revolution of the 1911 because of anti Manchurian Han oriented ideas that they, Manchuria courts were not in a position to defend the Chinese people. It is at the twentieth century that China was faced by threats from Western and Japanese capitalism and imperialism. Therefore it had to define its position on the national stage and set itself a much a country to be consulted in matters of the world (Wang, pp ix 211). The importance of the individualistic view in the Confucianism tradition helped to set China in preparation of later developments and changing realities that could not allow it to retain the empire style. Thus, it is by the negation of Confucius ideas that led to the rise of new culture thus the birth of state nationalism. Closely following this era is the period of Chairman Mao who was an ardent socialist. During his time era, from 1949 it was considered behaving like a bourgeoisie when one showed interests in self. China was a collectivist state that suppressed the individual desires advocating for the society’s plight. The changes in China today are as a result of the government outlook reforms of the 1980’s. Mostly the youth in China mirror more of the Western culture more than the older generation thus sometimes causing conflict between the two groups. The Western culture has brought individualistic thought and perspectives that even in education politics and all other parts of the society reflect an outlook of self. In education as an example most the parents are urging the sons and daughters to pursue high paying courses for the sole purpose of personal better placement. Post Mao China has overcome the collective notions of the society to emphasis on individualism. No longer will you see workers donning the same color or style clothes (Robert, para 8, 9 10). The fact that the modern Chinese society was formed on the foundations of the West does not mean that the Confucius thought completely was exterminated. The power of the community is still in force as Wei-ming Tu puts it, that there is group solidarity which is involved decision making through consensus can d conflict resolutions. There is no distinction between personal and public lives of the people. The classical outlook of the family by the Confucius thought still forms as the major connection of politics education capitalism and social lives. This has the implications of a sense of duty responsibility obligation relationship independence and autonomy. Thus, in the wake of being the best person through self respect and dignity such a person does not fall short of having the role of taking care of his fellow neighbor family community state and the state. This is seen as the modern psychological approach to the new China in the fact that if one is found falling less of this, then you loose your place in the public hence a sense of personal guilt. It is therefore evident that the Chinese value collective individualistic aspects for the betterment of the society (Tu, pp 7, 8, 9 10). Bibliography: Robert L. , M. Ethnology: Generation KU: individualism and Chinas millennial youth, 22nd September 2005. Retrieved from http://goliath. ecnext. com/coms2/gi_0199-5616321/Generation-KU-individualism-and-China. html#readmore on 25th April 2009 Tu, W. Confucian Traditions in East Asian Modernity: Moral Education and Economic Culture in Japan and the Four Mini-Dragons. ISBN 0674160878, 9780674160873, Harvard University Press, 1996. Wang, K. Modern China: An Encyclopedia of History, Culture, and Nationalism. ISBN 0815307209, 9780815307204, Published by Taylor Francis, 1998.

What Is A Buffer Biology Essay

What Is A Buffer Biology Essay A  buffer  is an  aqueous solution  that has a highly stable  pH. If you add  acid  or  base  to a buffered solution, its pH will not change significantly. Similarly, adding water to a buffer or allowing water to evaporate will not change the pH of a buffer. A buffer is a substance in a solution that can neutralize either an acid or a base. A substance is said to be naturally buffered if it has a buffering action in its natural state .Buffers are used in chemistry to modulate and stabilize the pH of a solution. A buffered solution can be made in a variety of ways, most simply by creating a mixture of a weak acid and its conjugate base. Buffers are chemicals that, when added to water, tend to maintain a certain pH. This is due to the buffers ability to either accept or donate a proton (hydrogen ion, H+) or hydroxyl (OH-) to keep the pH in a certain range. Buffers are different than strong acids and bases because buffers do not donate all of their protons or hydroxyls within their buffering range. A buffer is a substance, usually a salt, that can bind with either the positively-charged hydrogen ion of an acid or the negatively-charged hydroxide ion of a base. If a solution is buffered, acids or bases can be added to the solution without changing its pH as drastically as if the acid or base were added to an unbuffered solution Natural Buffers A solution is said to be naturally buffered if it contains buffering compounds as it exists in nature. Blood is an example of a naturally buffered solution. Blood must maintain a pH close to 7.4 in order to carry oxygen effectively and contains compounds that react to acids or bases in order to neutralize them.   PREPERATION OF BUFFER A compound can buffer the pH of a solution only when its concentration is sufficient and when the pH of the solution is close (within about one pH unit) to its pKa.   To make a buffer you must first pick a compound whose pKa  Ã‚   is close to the pH   you want for the solution, and then decide what the buffer concentration should be.   Typically, buffer concentrations are between 1 mM and 200 mM, depending on the desired ionic strength and the buffering capacity required.   If the pH is expected to decrease during the experiment, choose a buffer with a pKa  slightly below the working pH.   Conversely, if the pH is expected to increase during the experiment, select a buffer with a pKa  slightly above the working pH.   Having decided on the total buffer concentration, you must adjust the ratio of the protonated and unprotonated forms of the buffer in your solution so as to give the desired pH.   Typically, buffers are composed of   weak acids and their salts, or w eak bases and their salts.   If the protonated form is uncharged, it is an acid (like acetic acid), and its unprotonated form is a salt (e.g., sodium acetate).   Conversely, if the unprotonated form is uncharged it is a base (like Tris base), and its protonated form is a salt (e.g., TrisHCl). Four practical ways to make a buffer are described below: The Slow and Stupid Method    To avoid adding extra salt to a solution, prepare a buffer composed of an acid and its salt by dissolving the acid form of the buffer in about ~60% of the water required for the final solution volume.   Adjust the pH using a strong base, such as NaOH.   When preparing a buffer composed of a base and its salt, start with the base form and adjust the pH with strong acid, such as HCl.   After the pH is correct, dilute to just under the final solution volume.   Check the pH and correct if necessary, then add water to the final volume.   Advantages:  Easy to understand.   Disadvantages:  Slow.   May require lots of base (or acid).   If the base (or acid) is concentrated, it is easy to overshoot the pH. If the base (or acid) is dilute, it is easy to overshoot the volume.   Ionic strength will be unknown. Adding a strong acid or base can result in temperature changes, which will make pH readings inaccurate (due to its dependence to temperature) unless the solution is brought back to its initial temperature.   (2)The Mentally Taxing Method   Using the buffer pKa  , calculate the amounts (in moles) of acid/salt or base/salt present in the buffer at the desired pH.   If both forms (i.e., the acid and the salt) are available, convert the amount required from moles to grams, using the molecular weight of that component, and the weigh out the correct amounts of   both forms.   If only one form is available, you can prepare the buffer by adding all of the buffer as one form, and then adding acid or base to convert some of the added buffer to the other form.   Decide what the total concentration of buffer will be in the solution, and convert the concentration to amount (in moles) using the volume of solution, and then to grams, using the molecular weight of the buffer form available.   Then calculate the amounts (in moles) of each form that will be present in the final solution, using the buffer pKa  Ã‚  and the desired pH.  Ã‚   Then calculate how much strong acid or base must be added to convert enough of the buffer form added to the other form,   to give the correct amounts of each form at the pH of the final solution.   Dissolve the buffer and strong acid or base in slightly less water than is required for the final solution volume.   Check the pH and correct if necessary.   Add water to the final volume. Advantages:  Fast.   Easy to prepare.   Additional pH adjustment is rarely necessary, and when necessary, the adjustment is small. Ionic strength easily calculated. The Two Solution Method   Make separate solutions of   the acid form and base form of the buffer, both solutions having   the same buffer concentration (and ionic strength, if required) as the concentration of total buffer in the final solution.   To obtain the desired pH, add one solution to the other while monitoring the pH with a pH meter.   Advantages:   Easy to do.   Disadvantages:  Requires both forms of buffer.   The required solution volumes are proportional to the ratio of buffer components in the final solution at the desired final pH, so making equal amounts of each form may waste a lot of one solution. The Completely Mindless Method   Find a table of the correct amounts of acid/salt or base/salt required for different pHs, and dissolve the components in slightly less water than is required for the final solution volume.   Check that the pH and correct if necessary. Add water to the final volume.   Advantages:  Easy to do (with appropriate table).   Convenient for frequently prepared buffers.   Disadvantages:  May be impossible to find table.   Table may be incorrect.   Requires both forms of buffer.   Component amounts from table will need to be adjusted to give the buffer concentration and volume in your solution. Ionic strength is unknown.   Common Buffer Preparations   Buffer Stock Soln Components Amount per Liter Soln. Conc. Stock Soln Final Conc.   PBS  Ã‚   (Phosphate Buffered Saline)  Ã‚   adj. pH ~7.3   10X NaCl  Ã‚   KCl  Ã‚   Na2HPO4Æ’Æ’-7H2O  Ã‚   KH2PO4   80 g  Ã‚     Ãƒâ€šÃ‚   2 g  Ã‚     11.5 g  Ã‚     Ãƒâ€šÃ‚   2 g   1.37 M  Ã‚     Ãƒâ€šÃ‚   27 mM  Ã‚     Ãƒâ€šÃ‚   43 mM  Ã‚     Ãƒâ€šÃ‚   14 mM 137 mM  Ã‚     Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   2.7 mM  Ã‚     Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   4.3 mM  Ã‚     Ãƒâ€šÃ‚  Ãƒâ€šÃ‚   1.4 Mm   SSC  Ã‚   adj. pH ~7.0   20X NaCl  Ã‚   Sodium citrate   175 g  Ã‚     Ãƒâ€šÃ‚   88 g   3 M  Ã‚     0.3 M   150 mM  Ã‚     Ãƒâ€šÃ‚   15 Mm   STE   (Saline Tris EDTA)     1X Tris base  Ã‚   NaCl  Ã‚   EDTA (acid)    1.2 g  Ã‚      0.6 g  Ã‚      0.29 g   10 mM  Ã‚     10 mM  Ã‚     Ãƒâ€šÃ‚   1 mM   10 mM  Ã‚     10 mM  Ã‚     Ãƒâ€šÃ‚   1 mM   TAE  Ã‚   (Tris acetate EDTA)  Ã‚   pH ~8.5   50X Tris base  Ã‚   Acetic acid (glacial)  Ã‚   EDTA   242 g  Ã‚     Ãƒâ€šÃ‚   57.1 mL    37.2 g     2 M (Tris acetate) 0.1 M      40 mM (Tris acetate)  Ã‚     Ãƒâ€šÃ‚   2 mM   TBE   (Tris borate EDTA)  Ã‚   pH ~8.0   10X   Tris base  Ã‚     Boric acid  Ã‚     EDTA   108 g  Ã‚     Ãƒâ€šÃ‚   55 g  Ã‚     Ãƒâ€šÃ‚   40 mL   (0.5 M pH 8)     0.89 M  Ã‚     0.89 M  Ã‚     0.02 M   89 mM  Ã‚     89 mM  Ã‚     Ãƒâ€šÃ‚   2 mM   TE  Ã‚   (Tris EDTA)  Ã‚   pH ~7.5   1X Tris base  Ã‚   H2  EDTA (acid)   1.2 g  Ã‚     0.29 g   10 mM  Ã‚     Ãƒâ€šÃ‚   1 mM   Useful buffer mixtures Components pH range HCl,  Sodium citrate 1 5 Citric acid,  Sodium citrate 2.5 5.6 Acetic acid,  Sodium acetate 3.7 5.6 K2HPO4,  KH2PO4 5.8 8  [3] Na2HPO4,  NaH2PO4 6 7.5  [4] Borax,  Sodium hydroxide 9.2 11   Universal buffer mixtures By combining substances with pKa  values differing by only two or less and adjusting the pH a wide-range of buffers can be obtained.  Citric acid  is a useful component of a buffer mixture because it has three pKa  values, separated by less than two. The buffer range can be extended by adding other buffering agents. The following two-component mixtures (McIlvaines buffer solutions) have a buffer range of pH 3 to 8. 0.2M Na2HPO4  /mL 0.1M Citric Acid /Ml pH 20.55 79.45 3.0 38.55 61.45 4.0 51.50 48.50 5.0 63.15 36.85 6.0 82.35 17.65 7.0 97.25 2.75 8.0 A mixture containing  citric acid,  potassium dihydrogen phosphate,  boric acid, and  diethyl barbituric acid  can be made to cover the pH range 2.6 to 12.[6] Other universal buffers are  Carmody buffer  and  Britton-Robinson buffer, developed in 1931. Significance:- An important number for any aqueous solution is its pH. The pH is the negative logarithm of the concentration of hydrogen ions (often represented as a hydronium ion, which is a water molecule with an extra proton attached). Anything with a pH of less than 7 is considered to be acidic, and a solution that has a pH of greater than 7 is basic. Pure water, which has an equal amount of acid and base in it, is defined as having a pH of 7. Identification:- Buffered solutions are used to make a solution that exhibits very little change in its pH when small amounts of an acid or base are added to it. A buffer can be made by addition of a weak acid and its conjugate base to a solution. Alternately, a weak base and its conjugate acid can be used. Buffers are most effective when the amounts of the weak acid/base and the conjugate base/acid are usedgenerally to be effective, neither quantity should be more than 10 times that of the other. Control of ph by buffer Buffers are chemicals that, when added to water, tend to maintain a certain pH. This is due to the buffers ability to either accept or donate a proton (hydrogen ion, H+) or hydroxyl (OH-) to keep the pH in a certain range. Buffers are different than strong acids and bases because buffers do not donate all of their protons or hydroxyls within their buffering range. Background:- The measure of pH gives the concentration of hydrogen ions in a solution. Pure water has a pH of 7.0 and has an equal balance of hydrogen ions and hydroxyl ions. The pH will be lower if an acid is added and higher if a base is added. For various purposes, it is useful to add a buffer so that the pH remains constant even if an acid or base is added to the solution. Buffers are used to maintain constant pH. Buffer Equilibrium:- Different buffers  work  at different pHs. A buffer is most efficient at maintaining a constant pH when the pH equals its acid dissociation constant, its pKa. At this pH, the buffer consists of an equal solution of protonated and de-protonated conjugate base. This often denoted by a theoretical buffer molecule, AH, dissociating into a proton, H+, and the conjugate base, A-. The pKa is determined by the pH where the concentration of AH equals the concentration of A-. Buffering Acids:- At its pKa, a buffer can maintain a constant pH by accepting free protons. Adding an acid to the solution, such as HCl, will cause free protons to enter the solution. The conjugate base will accept the free protons, causing the pH to be unchanged. The solution will remain at the same pH as long as there is enough conjugate base to accept the additional protons. The reaction can be written as the dissolution of the acid: HCLH+ + Cl- leading to free H+ in the solution. The further reaction with the buffer occurs: H+ + A- HA. This removes the free protons and constant pH is maintained. Buffering Bases:- Adding a base such as sodium hydroxide to a solution will cause an increase in the hydroxyl concentration. In a buffered solution, the protons attached to the undissociated buffer are donated to the solution, forming H2O with the free hydroxyls. This counters the effect of the base and maintains the pH of the solution as long as there is undissociated buffer available in the solution. In this case, the reaction can be written as the dissolution of the base: NaOH Na+ + OH- leading to the second reaction of OH- + HA H2O + A-. Different Buffers:- Different buffers have different pKas and can be used to buffer solutions at a wide range of pHs. Chemicals used as buffers often have the ability to donate or accept multiple protons or bases. These buffers hence have two or more different pKas corresponding to how many protons or hydroxyls per molecule they can donate or accept. Different buffer molecules can be combined to form customized buffer ranges. For a list of biological buffers, see Resources. WORKING OF BUFFER When hydrogen ions are added to a buffer, they will be neutralized by the base in the buffer. Hydroxide ions will be neutralized by the acid. These neutralization reactions will not have much effect on the overall pH of the buffer solution. When you select an acid for a buffer solution, try to choose an acid that has a pKa  close to your desired pH. This will give your buffer nearly equivalent amounts of acid and conjugate base so it will be able to neutralize as much H+  and OH-  as possible. PURPOSE OF BUFFER:- A buffer solution is used to resist changes in pH when a certain amount of strong acid or base is added to the solution. It is an important part of biological systems in living organisms as well as in the laboratory. The reason a buffer works to maintain a certain pH is that the concentration of weak acid and base is kept in a specific ratio in line with the acid titration curve. The titration curve A titration curve is a graph that relates the relative concentrations of a weak acid to its conjugate base by graphing pH versus amount of base added. In the region of the titration curve where the graph is almost flat, the pH changes very little with added base and therefore this would be a good pH for the buffer. Buffer in cells and blood The main buffer found in living cells is the H2PO4/HPO4- buffer pair. In blood, the main buffer is the H2CO3/HCO3- pair. This system relies on dissociation of carbonic acid, which has a pKa of 6.37. The pH of human blood needs to remain at around a pH of 7.4 and therefore the system also involves carbon dioxide transported to the lungs. Phosphate buffer The phosphate buffer is based on tris (hydroxymethyl) aminomethane or TRIS. This buffer has a pKa of 8.3 and is found both in living organisms as well as used in the laboratory. It is a good buffer because it does not tend to interfere with the system being studied. Buffers in enzymatic reactions Laboratory methods to isolate an enzyme use buffered solutions because an enzyme can only function in a narrow pH range. Enzymes are very sensitive to pH as well as salt concentrations. Therefore, it is important to use a buffer with a very good buffering capacity for the specific pH in order for the experiment to be successful. Physiological consequences Respiration plays a role in buffering of blood by controlling the rate of respiration depending on the need for hydrogen ions or increased acidity. Increasing the rate of respiration is helpful when there is a buildup of hydrogen ions or acidity in the blood. The H+ ions bind to bicarbonate to form carbonic acid. This raises the level of carbon dioxide in the lungs. Increasing the level of respiration removes the excess carbon dioxide. Therefore, here the buffering system is used to keep pH level of the blood within the required narrow range. Features:- The pH of a buffered solution is defined by the Henderson-Hasselbalch equation, which states that the pH of a solution is equal to the acid dissociation constant of the weak acid plus the logarithm of the ratio of the concentrations of conjugate base to the weak acid. The acid dissociation constant is a number that defines the tendency of an acid to dissociate and form hydrogen ions. A strong acid will have a very low dissociation constant, whereas a weaker one may have a significantly higher one, around 5. Considerations:- Buffered solutions have many applications in chemical manufacturing for processes that require a specific pH range to  work. This is also true for the human body, which contains many enzymes that are only functional at a specific pH. Outside of this range, the enzymes are either unable to catalyze reactions, or in some case will misfold and become broken down; thus, a mixture of carbonic acid and bicarbonate is used by the body to keep pH of the blood between 7.35 and 7.45.