Body Modification through Nutrition and Supplementation Essay

Body Modification through Nutrition and Supplementation - Essay Example However, these illegal supplements are associated with serious adverse effects to the human body with some being lifetime irreversible Clark, Lucett, and Kirkendall argues that Creatine as an ergogenic supplement remains efficient in escalating muscle power and strength in brief, high-intensity exercise sessions that lasts to a period of one minute (Clark, Lucett, and Kirkendall 416). Creatine acts as a nitrogenous organic acid and is imperative as a body energy source due to its ability to increase formation of adenosine triphosphate. Moreover, Creatine can buffer lactic acid build-up, thus possibly delaying fatigue associated with anaerobic activities. Furthermore, caffeine can increase muscle contractility, aerobic endurance and enhance fat metabolism (Plowman and Denise 60). Raven asserts that Beta-hydroxy-beta-methyl butyrate helps in preventing breakdown and enhancing synthesis of proteins this helps in improving body composition of the athletes (Raven 419). It also increases the strength of athletes making them more competitive and stronger. Based on American sports medicine advice, Ergogenic doses of caffeine may cause nervousness and restlessness as short-term adverse effects while insomnia, hyperesthesia and heart diseases act as the long-term effects (ACSM 606). Moreover, caffeine and Ephedrine combination effects include tachydia and hypertension, which are adverse to the body. In addition, uses of Creatine supplement increase muscle cramping, are associated with weight gain, and may adversely affect performance of the athlete .Gastrointestinal pain and diarrhea are associated with Creatine use. Protein supplements results in imbalance of amino acid in the body. According to Cobin et al, this imbalance is associated with gastrointestinal side effects such as nausea and vomiting (Corbin et al., 262) (Clark et al., 365) Besides, the aforementioned effects, the potential health risk associated with supplements according to

Use data mining tools (Weka) to enhance a marketing exercise Assignment

Use data mining tools (Weka) to enhance a marketing exercise - Assignment Example Tayko company is almost dispatching their next mail out, the company want to flag out clients who are promotional receptive. This is important because it will help them reduce their cost and also maintain a good relationship with their customers by not becoming a bother to those who do not need the promotion. The company wishes to come up with a better and a targeted list by selecting their clients randomly and sending the trial promotion to them. The paper therefore, mine the data to assist Tayko identify the attributes of companies that show that they will respond positively to the mail-out. This will help improve the performance of mailing promotion. The attitude of the customer toward the product, and the perception of the company of origin are crucial factors when assessing the receptiveness of the customer. As the figures of younger, and high income clients with increasing demand for electronic products continues to grow, the market become interesting and the need on assessing the receptiveness of the clients to the company’s brands and business becomes very crucial. The receptive of the customers to the company’s goods is not considered a conventional framework when selecting the market. However it has crucial implications for the marketing department in sensitizing and assessing the standard, easily accessible risk indicators of commercials used. Tayko introduces the customer receptiveness as an added criterion in the specialized mechanism to the assessment of its customer’s relation. 2. Data pre-processing a) Therefore, the best indicator of the client’s receptiveness to the promotion is attribute number 25 describing the amount spent by client in test mailing in terms of dollars. b) Another attribute that could be selected as this, is the attribute that highlighted the client made purchases in test. The â€Å"test purchase request† will document the service pursuant of sales and has information on the clients name, a ddress, corporation, and firm where the customer’s request. Additionally, it contains the office mailing address, signature, title, name, and the telephone numbers for the client making the request. The attribute is also important because it contains the statement of the conduct nature under investigation. Also, it is crucial because it contains the statement that the service must be tendered at the place and time. c) There are other attributes that are not important in this project. Such attributes includes, â€Å"How many days ago was first update to customer record†, and the sequence number for the customer (Han & Kambe, 2006). The meaningless attributes creates a valued difference between the brands, and during the process. When the meaningless attributes are added they change the decision consumer structure, majorly if the differentiated attribute is hard to evaluate. This may make the consumers to infer the value of attributes. d) Some of the classification model that I designed using the Weka classifier is as shown in the figure below. The above is the visualization of the mailing promotion model. Data @attribute seq numeric @attribute US binary @attribute Freq numeric @attribute web_order {1, 0} @attribute Gender=male numeric @attribute Address_is_res binary @attribute Purchase {1, 0} @data 4, 200210, 200601, 0 5, 200301, 200601, 1 Calculation === Run information === Scheme: weka.classifiers.rules.ZeroR Relation: Ass3Data67_33 Instances: 1501 Attributes: 25 Seq US Source_1

The Social Contract of John Locke Essay Example for Free

The Social Contract of John Locke Essay Introduction The concept of the social contract comes from Socrates, as described by Plato in Crito. â€Å"Then the laws will say: ‘Consider, Socrates, if we are speaking truly that in your present attempt you are going to do us an injury. For, having brought you into the world, and nurtured and educated you, and given you and every other citizen a share in every good which we had to give, we further proclaim to any Athenian by the liberty which we allow him, that if he does not like us when he has become of age and has seen the ways of the city, and made our acquaintance, he may go where he pleases and take his goods with him. None of us laws will forbid him or interfere with him. Anyone who does not like us and the city, and who wants to emigrate to a colony or to any other city, may go where he likes, retaining his property. But he who has experience of the manner in which we order justice and administer the state, and still remains, has entered into an implied contract that he will do as we commend him. And he who disobeys us is, as we maintain, thrice wrong; first, because in disobeying us he is disobeying his parents; secondly, because we are the authors of his education; thirdly, because he has made an agreement with us that he will duly obey our commands; and he neither obeys them nor convinces us that our commands are unjust; and we do not rudely impose them, but give him the alternative of obeying or convincing us;—that is what we offer, and he does neither (Philosophy, 2011).† According to social contract theory (SCT), morality consists in the set of rules governing behavior that rational people would accept, on condition that others accept them as well (Kary, 2000). There are several implications of SCT. These implications are things that are necessary for the survival of any society (Kary, 2000). 1. Protection of life and property. This will create the need for a police force. So as to insure that murders, assault, theft and vandalism crimes are not committed. 2. Rules that would be needed to secure the benefits of social living. This is creating consequences for the breaking of contracts (e.g. promises) and a general requirement of truth-telling. 3. Protection of society against outside threats. This implication creates the need for an army. 4. Other  important stuff – these are things that are arguably, should be a part of the social contract (i.e. it would be in everyone’s interest to have them include (Kary, 2000). The caveat to that is, a society might be able to survive (if not thrive) without them. The author will discuss the different theories but more specifically John Locke’s social contract theory and how it relates to the criminal justice system and security agents. Four Main Social Contract Theories There are four critical social contract theories that the author will discuss, compare and contrast. They are: consent of the governed, natural law and constitutionalism, tacit consent and voluntarism. Consent of the Governed â€Å"Consent of the governed† is a phrase from the United States Declaration of Independence. It is synonymous with a political theory wherein a government’s legitimacy and moral right to use state power is only justified and legal when derived from the people or society over which the political power is exercised (Bookman, 1984). This theory of â€Å"consent† is historically contrasted to the divine right of kings and has often been invoked against the legitimacy of colonialism (Bookman, 1984). There are several types of consent: unanimous consent, hypothetical consent and overt versus tacit consent (Bookman, 1984). The details of each type of consent are not discussed in this project, but are mentioned so that the reader is aware that they exist. Natural law and Constitutionalism Natural law is a law or body of laws that derives from nature and is believed to be binding upon human actions apart from or in conjunction with laws established by human authority. Constitutionalism in its simplest form is â€Å"a complex of ideas, attitudes, and patterns of behavior elaborating the principle that the authority of government derives from and is limited by a body of fundamental law. Tacit Consent. The (law) tacit is passive approval of someone’s wrongdoing. Also it is also described as secret approval or connivance. Another way of saying this is  when one does not actually state their agreement, but does not raise any objection (in voice or in writing) to a certain course of action (i.e.; by standing mute). Voluntarism. Voluntarism is use of or reliance on voluntary action to maintain an institution, carry out a policy, or achieve an end. It is also a theory or doctrine that regards the will as the fundamental principle of the individual or the universe rather than the intellect as the fundamental agency or principle in human activities and experience. John Locke’s Social Contract Theory Social Contract Theory. Social contract is the convention between men that aims to discard the state of nature. Under state of nature people live without government or written laws. People live under principles of justice that all normal people can see through reason, they include right to life, liberty and estates. Most people seek to follow these principles but the problem is lack of explicit written laws that leads to uncertainty and difficulty to resolve disputes (Nyamaka, 2011). Nyamaka (2011) discusses the solution to the problems under state of nature becomes a social contract where people agree to obey the state, let the state make and enforce laws and people pay the state for its services. The state sets up legislatures, impartial judges and enforcers. Within this agreement the government’s duty is to protect everyone’s rights and if the government violates the social contract, people may overthrow it (Nyamaka, 2011). There are two fundamental ideas that are expressed in the social contract in which the human mind always clings the value of liberty; the idea that â€Å"will† and not force is the basis of government; and the value of justice or the idea that â€Å"right† and not â€Å"might† is the basis of all political society and every system of political order. Key Principles Now in looking at social contract theory through the reasoning eyes of John Locke’s we find that he argued that sovereignty resided in the people for whom governments were trustees and that such government could be legitimately overthrown if they failed to discharge their functions to the people (Nyamaka, 2011). Locke worked to erect effective safeguards against  violations of natural law by the government. He consistently voiced the idea that sovereign did not take all rights; the principle rights remained with the people. Locke also argued that sovereignty did not reside in the state (government) but with the people, and that the state was supreme, but only if it was bound by civil and natural law (Kary, 2000). It is to be noted that Locke believed in the governed as the basis of sovereignty and the state of the guarantor of individuals’ liberty. It needs to be understood that to Locke, under social contract power was surrendered not to the sovereign but to the comm unity. He said, â€Å"there and there only was a political society where everyone in the society had quitted his natural power, resigned it up into the hands of the community† (Nyamaka, 2011). In using the â€Å"there and there only†, Locke was emphasizing the importance of the WILL of the people in forming a political society (Nyamaka, 2011). In this society/community every member surrendered his/her natural power with free will explicitly or implicitly and resigned it in the hands of the community in exchange for the discharge of functions to the people, therefore a political society becomes with power to preserve property and punish offences (Kary, 2000). Moving through this process the author will now look at how John Locke’s theory relates to the Bill of Rights. The U.S. Bill of Rights. In looking at John Locke’s social contract theory, one sees in this process that the power cannot be more than that of the people or more than the power that the people had in a state of nature before they entered into a society and gave it to the community for nobody can give more than what he/she has. In looking at John Locke’s explanation of the term community signifies the government of the people by the people for the people, understanding this means that community rights will/should prevail over individual rights and the rights are surrendered in to community because the sovereign is the people and only comes for the people. Hence, hands of the community mean the governor who is governing by the WILL of the people (Nyamaka, 2011). Criminal Justice System and Security Settings The social contract theory established the written law of the people, constituting the fundamental goods and evils according to agreed morals.  Though Locke’s ideals of liberty were primitive in the seventeenth century, creating a contract to govern due process was the foundation for the government statues. Locke’s influence for a fair and consistent government is present with the Constitution of the law. The greater good of the community was intended with the written set of rules to govern society’s checks and balance of power by political absolutism.  Some would or may say that Locke’s theory was flawed in the seventeenth century; it enlightened the idea of a legislative body for the people and introducing the importance of a written rule of law to create a contract for society to maintain an ordered and structured means of living. Personal Rights and Ethical Standards and Obligation Personal rights are the rights that a person has over their own body. Among personal rights are associated rights to protect and safeguard the body, most obviously protected by the torts of assault and battery. Ethical standards are a type of moral philosophy. They are simply defined as principles that promote values such as good behavior, fairness, kindness and trust. Obligation is the act of binding oneself by a social, legal, or moral tie (Jackson, 2002). When it comes to social contract theory one will in some way give up some of their rights and lower their ethical standards so as to feel some level of safety within the community that they live (Jackson, 2002). Conclusion In conclusion, it is important to recognize that although individuals have a right of self-defense in the of nature, when they enter into society under the social contract, the pooling of that right transforms it into a duty to defend the community, and therefore to risk or sacrifice one’s life, liberty, or property if such defense should require it (Shankman, 2004). References Internet Encyclopedia of Philosophy. (2004, October 15). Retrieved 08 09, 2013, from lep.utm.edu: http://www.iep.utm.edu/soc-cont/#SH3b. Bookman, J. T. (1984). Lockes Contract: Would people consent to it. American Journal of Economics and Sociology, 357-68. Cook, V. (2000, August 26). Epicurus. Retrieved 08 09, 2013, from www.epicurus.net: http://www.epicurus.net/en/principal.html. Jackson, A. (2002). Science of Ethics. Retrieved from Arthur M. Jackson: http://www.arthurmjackson.com/Mentor.html. Kary, J. (2000). Contract Law and the Social Contract: What Legal History Can Teach Us About the Political Theory Hobbes and Locke. 31 Ottawa Law Review 73. Nyamaka, D. M. (2011). Social Contract Theory of John Locke (1632-1740) In the Contemporary World. Selected Works, 1-15. Philosophy, S. E. (2011, January 20). Standford Enclyclopedia of Philosopy. Retrieved from Standford.Edu: http://plato.stanford.edu/entries/contractarianism/#3. Shankman, K. (2004). Natural Law Constitutionlism and the Culture of Death. Catholic Social Science Review, 61-79. Skinner, Q. (1978). The Foundations of Modern Political Thought: Volume 2: The Age of the Reformation (Vol. 2). Cambridge: Cambridge University.

A SWOT and PESTEL Analysis of EasyJet

A SWOT and PESTEL Analysis of EasyJet 1. Introduction and History A successful example of a European no frills airline is easyJet. Stelios Haji-Ioannou (Greek) founded the company in 1995. It is based on the low-cost, no-frills model of the US carrier Southwest. The concept of easyJet is based on the belief that demands for short-haul air transport is price elastic. That means, if prices for flights are being reduced, more people will fly. Traditionally airline concepts are based on the assumption that airline traffic grows in line with the economy and that cutting prices will only lead to a decrease in revenues. With the introduction of the no-nonsense concept to the European market, after its deregulation in 1992, easyJet has proven this theory wrong and goes from strength to strength by actually increasing the size of the market and more recently by taking away passengers from the majors (see www.easyjet.com for passenger figures, financial data and employee statistics). Today, it offers 125 routes from 39 European Airports (see www.easyjet.com for route launch dates), with Luton, Liverpool, Geneva, Amsterdam as base airports  [1]  and is operating 72 aircrafts (November 2003). November 1995: easyJet starts flights from Luton to Glasgow and Edinburgh with to leased Boeing 737-300 with a capacity of 148 seats at a price of  £29 one way. Seats are being sold over telephone reservation system only. In 1996 easyJet takes delivery of its first wholly owned aircraft and goes international with first services to Amsterdam from Luton. One year later easyJet launches its website, easyjet.com which will from 1998 onwards form an integral part of the business concept (and which provides for some 90% of the bookings today  [2]  ). In August 2002 easyJet expands its fleet and routes by acquiring British Airways low-cost subsidiary Go. In October 2002 the airline signs a deal to purchase 120 Airbus, which will facilitate the airlines ongoing growth strategy. Up until now, one of the cornerstones of the easyJets low-cost model has been to operate a single aircraft type fleet which so far has been the Boeing 737 series because uniformity means efficiencies in train ing, maintenance and operating costs. However, easyJets new deal with Airbus is being viewed by the company as stunning as the additional costs, which incur through the new type of aircraft are far outweighed by the financial benefits of this deal. easyJet argues that both Boeing and Airbus aircraft have broadly similar characteristics but that a wider aisle on A319 will make it quicker to embark and disembark, that it has an extra seat on board (150 vs. 149) and that overall the A319 will lower costs by about  10% compared to the current mix of aircraft, which will contribute to lower ticket fares. (See appendix 1 for Stelios Haji-Iannous other easyGroup enterprises). 2. The Mission Statement of easyJet To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this will develop our people and establish lasting relationship (see www.easyjet.com) The basis of an organisations mission statement should answer the question What business is the company in? easyJet is doing this by stating that it provides point-to-point air services to its customers. That clearly underlines that easyJet is not in the people or food business, neither in the service business as such, but in the mass-transportation business, and as such its model is based on cost efficiency of the mass-transportation business. Moreover, it reflects several decisions about what kind of air service easyJet wants to provide. Evidently, its focus is on European routes, targeting business and leisure travellers alike. Furthermore, it aims to offer safe, good value transportation. easyJets mission statement also gives information on the How to get there? by putting emphasis on its people and suppliers. What is missing from the statement is the importance of the customers point of view, which could be expressed by saying, for instance, we want to be recognised asà ¢Ã¢â€š ¬Ã‚ ¦.. Also, as the mission statement is the bedrock for the marketing plan it should be more quantifiable, as to how much market share easyJet aims to gain in the future, for example. 3. Competitive Analysis In order to analyse the airline industry in detail, it is useful to apply Porters five competitive forces. The threat of substitutes Minimal threat from other modes of transport like train and car on domestic routes. Usually the time and cost advantage of the low-cost carriers far outweigh the increased comfort and flexibility of trains or cars (e.g. on the route Luton/London to Glasgow a train takes around 6 hours and costs around  £80 while a easyJet plane takes just one hour and costs around  £29). On international routes distances are usually too great for car or train to be an alternative to air travel, expect maybe from London to Paris, which can be reached by Euro Star. The threat of new entrants High capital requirements negate threat to some extent. easyJet was started with a loan of  £5 million, with 2 leased aircraft, but required a  £50million investment raised by debt and equity in year two to speed expansion and buy 4 new planes. The UK low-cost market is quite mature in comparison to the rest of Europe and easyJet, as the biggest operator has quite a comfortable position. However, expansion into new European markets might prove more difficult as established; cash strong holiday firms like TUI are setting up their own low-cost operations (see information about Hapag Lloyd Express, www.hlx.com) Lack of take-off and landing slots makes it difficult for new carriers to find suitable airports. Loss leader is required in order to join the low cost market. The power of suppliers The price of aviation fuel is directly related to the cost of oil, as an individual company easyJet does not have the power to alter this. Airplane manufacturers are concentrated in the industry, with Boeing and Airbus providing the majority of commercial planes and with easyJet operating one type of aircraft until recently. easyJets deal with airbus however shows that favourable agreements can still be reached. The dependence on spare parts from one manufacturer could pose a risk. The more easyJet expands the more power it will posses over its suppliers The power of buyers Buyer power within the airline industry and especially the low-cost market is relatively strong, as customers will often shop around for the better price, particularly with the dependence that the low cost airline has on Internet sales. Price discrepancies can be easily found and exploited by the consumer, meaning that the operator must keep a regular check on prices. Need for customer loyalty because of low switching costs Customers have the Civil Aviation Authority (CAA) on their side which provides: 1. protection against the consequence of travel organiser failure for people who buy package holidays, charter flights and discounted scheduled air tickets; and 2. licenses airlines and ensures compliance with requirements of European and UK legislation relating to financial resources, liability and insurance of airlines.  [3]   Rivalry among existing firms Ryan air, BMIbaby, MyTravelLite and Buzz are major competitors of easyJet in the UK. Virgin Express, Hapag Lloyd Express, Germanwings and Air Berlin already are or might become competitors in the light of future expansion plans. Ryanair is the only one of these so far to have succeeded and shown a continuous yearly profit (see appendix 2 for financial data). A growing number of tour operators (like Thomas Cook and TUI) are selling air only scheduled seats to reduced prices  [4]  . British Airways and other traditional carriers out of the UK are competitors as well but on a lower scale as they target different market segments (see appendix 3 for more detail). 4. Marketing Mix Price Low price is a key element of the brand. Uses differential pricing; off-peak travelling and booking in advance makes a ticket less expensive. Discounts for tickets booked online. Product no-frills, point-to-point air services also car hire on its website (use of the Internet for bundling products) and links to other easyGroup websites (see appendix 1 for other easyGroup enterprises). Place/distribution Internet booking system (over 90% of bookings). Telephone reservation system. Promotion Highlights its number one position among Europes low-cost airlines (advertising strap line: Size matters!, slogan: the webs favourite airline) Advocates internal marketing, creative work done in-house. No Bullshit approach (Stelios), humorous, attention-catching campaigns (e.g. the giving away of free tickets on Gos inaugural flight and Stelios protesting in a orange boiler suit against an increase of airport fees at Luton in a branch of Barclays bank which owns the airport). 5. SWOT Analysis 5.1. Internal Analysis Strengths Image, differentiation on price and brand. Is financially successful. Is being seen as an innovative and flexible organisation. Has a strong e-business. Is part of the consortium that has been awarded to run UKs air traffic control system (NATS). Weaknesses Has no customer retention policy Has little or no scope outside of Europe. Lack of service, flexibility and business focus (such as frequent flyer programmes e.g.) make the low-cost model unappealing for most business travellers. The two drivers of growth, the focus on price and the focus on convenience (frequent flights, few connections, more nearby airports e.g.) are reaching their natural limits. Differentiation from there remains to be difficult. easyJets own success makes it difficult to recruit and train staff quickly enough. 5.2 External Analysis Opportunities Experts predict great potential for future growth in the next years (see appendix 4). The current recession is favourable as people and businesses are more cost-conscious. More full-service airlines may withdraw from the regional market to focus on more profitable long-haul routes leaving the market to the low-cost operators. The short-breaks market, an important market for easyJet grows more rapidly than the UK travel market as a whole  [5]  . Reduced aircraft prices Threats Difficulties to expand as viable new routes from London are scarce. Competition is likely to intensify, given the saturated market and the shortage of other options  [6]  . Increased competition is likely to lead to greater difficulties in demanding incentives from communities, like the very low fees easyJet received at Luton  [7]  . Companies cut on business travel in times of economic downturn and because of new time-consuming security measures travel substitutes like videoconferencing are introduced  [8]  . 6. Situational Analysis easyJet seems to be positioned very well with experts predicting excellent growth opportunities for the low cost-sector. Given the saturated market and the shortage of other options in the UK, competition is likely to intensify inevitably followed by consolidation, an early sign of which is easyJets purchase of GO. The UK market offers little growth opportunity, therefore concentration will be on the continental market, a step forward in this direction is setting up a major new base at Berlin, with flights from 11 European cities  [9]  , and possibly as well on Eastern Europe. Focus remains on pricing Strategy and expansion of its route network. Promotion needs to persuade people that it is safe to fly and establish easyJet as Europes largest low-cost carrier (as easyJet is already doing in its advertisement: Size matters!) 7. PEST Analysis Marketing Plan PEST analysis for easyJet for the next 5 years The following factors are likely to have an influence on the airline industry and should therefore be taken into account when formulating a Marketing Plan for easyJet. Politico-legal factors Threat of war in the Middle East The Air Miles scheme is not considered as a taxable perk by the government in the way that company cars are taxed which may change to allow easyJet to compete on more equal grounds with the likes of BA. A EU east-enlargement may provide access to viable, new markets. Economic factors Likelihood of increasing fuel costs, congestion and other environmental restrictions, as well as the prospect of higher security and insurance costs to reflect the risk of terrorism. As the recession is likely to last for some more time, business travellers will keep an eye on their travel expenses. Globalisation should continue to boost traffic in the long-term. The introduction of the single currency in Europe is likely to bring more business to easyJet as Europe becomes more integrated. Socio-cultural factors To win over the French and German publics might cause problems as there appears still to be a general reluctance to use credit cards over the phone and Internet  [10]  . The public are general quite friendly to the prospect of cheap flights. However they may feel begrudged where they see promotions found in newspapers where flight are for  £10 only to find that the actual cost is much higher for the particular time or day they wish to fly on. Technological factors A key issue will be the extent to which technological advancements such as the use of the Internet on distribution and cost synergies from industry consolidation can offset upward pressures on prices and costs. easyJet has to keep track of technological developments in the field of e-commerce and aircraft manufacture in order to gain a competitive advantage. 8. Conclusion 8.1 Strategic issues facing the airline industry The face of aviation is gradually evolving. The long-standing problems of the industry in the form of large numbers of network carriers and substantial over-capacity in many markets were exacerbated by the events of September 11th (see appendix 5 for a post-Sept. 11th overview). This is likely to pave the way for some acceleration in the process of airline restructuring and consolidation. Experts believe that there is not room for the current multitude of carriers in Europe, and that these will eventually be whittled down to three or four major airlines, with the others absorbed or restructured to focus more on regional traffic. This also represents an opportunity for no-frills carriers to increase their market share. Along with this, some restructuring of the industrys complex and outdated regulatory system will be required. In the longer term, trend growth may itself slow gradually as the big air travel markets mature. In addition, falling yields, which have boosted air travel growth in the past, cannot be relied upon to persist, at least at the rate they have for the past decade or so. If cost trends are less favourable for example because of increasing fuel costs, congestion and other environmental restrictions, as well as the prospect of higher security and insurance costs to reflect the risks of terrorism the scope for lower yields would be less, and this might reduce future growth trends. A key issue will be the extent to which favourable cost trends such as the impact of the Internet on distribution costs and cost synergies from industry consolidation can offset these upward pressures on prices and costs. The full-service airlines, saddled with big networks and strongly unionised workforces, cannot easily embrace the management strategies of the no-frills airlines. Moreover, their scope for de fensive mergers is limited by competition policy. The ability of international airlines to expand is limited by ownership restrictions (In the US foreigners cannot own more than 25% of a national airline, in the EU the restriction is 49%  [11]  ). The no-frills market within Europe is immature relative to that of the US. The sector accounts for only around 5% of all intra European capacity, though the share is much higher in the UK domestic market and on services between the UK and Europe, closer to 20%. Further strong growth is expected over the next 2-3 years as new operations start up, and new destinations are added to the existing carriers networks. However as the UK market becomes saturated, these carriers are likely to focus their development at continental European hubs. The experience of the US market suggests that deregulation will be followed by industry consolidation. So far there has been limited progress in this direction but many are viewing the current crisis as the catalyst necessary to completely restructure the European airline industry . In the US the industry has consolidated into seven major carriers, which carry over 80% of passenger traffic of US airlines. Europe is far more fragmented with the equivalent figure for the seven European majors at only 47%  [12]  . 8.2 easyJets Future easyJet has to consider whether it should respond to new entrants by ceding niche-segments or by competing aggressively on price, routes and service in an attempt to drive the entrant out of the market. To make the strategic decision market research on the size of different combinations of pricing and service is needed. easyJet also needs to know how much it costs the competitor to serve, and how much capacity the competitor has for, every route in question. Finally, the new entrants competitive objectives are of relevance to anticipate how it would respond to any strategic moves easyJet might make. By obtaining these information residual uncertainty would be limited, and the incumbent airline would be able to build a confident business case around its strategy  [13]  . It is advisable that easyJet targets mainly leisure travellers as business often demand frequent flights to a wide range of destinations, seek quality service and frequent flyer programmes, and are willing to pay a premium for these benefits. Also, trying to appeal to widely different customer needs runs counter to the overall trend in service industries, in which distinctive approaches, tailored to different customers, have generally come to dominate  [14]  . No real opportunity offers the long-haul business as it is very different, both technically and in customer needs, to short-haul travel. easyJet should continue to focus on price and attempt to connect the dots in its network, which cost less than opening new cities. Thereby, it needs to make sure that a growth in its network and fleet does not lead to higher operating costs. It should also consider putting more emphasis on direct marketing by e.g. introducing a customer retention scheme. To differentiate its brand further on promotional lines, easyJet could introduce a CRM (cause related marketing) scheme, developing a reputation for being a caring airline, e.g. by selling shares in forest help programmes over its website, collect ing foreign currency on flights for charity etc., thereby giving its passengers a sense of psychological comfort and well-being  [15]  when they choose to fly with easyJet. Overall, easyJet has to develop a realistic and accurate assessment of the market-niche to be served. A relentless commitment to quality service and cost control is as important as the discipline to establish a growth plan (see www.easyJet.com for easyJet product life cycle and marketing strategy). (Word count 3,144) Appendices Appendix 1 Under the easy brand Stelios Haji-Iannou has furthermore established and Internet car rental service (easyRentacar), a chain of Internet cafes (easyEverything), a financial services site (easyMoney), a portal site for bargains on the net (easyValue) and a free e-mail service (easy.com). In all his ventures he is using yield management to extract the ideal margin from each customer  [16]  and keep costs down. Furthermore, yield management can help to better use price in the marketing mix to best reach the most customers  [17]  . However, there are no cross-shareholdings between easyJet and these other easyGroup companies. easyJey operates independently from the other companies although some cross-marketing agreements do exist. Also, results of the non-airline businesses have been mixed as they have lost  £75m in three years  [18]  . Appendix 2 Profit for Ryanair April September 2002 Year-on-year increase 151m à ¢Ã¢â‚¬Å¡Ã‚ ¬ ( £96m) 71% Source: Tran, M. (2002)  [19]   See http://www.ryanair.com/download/morganjune.pdf for actual data. Appendix 3 Compare Airline Traffic Data (Europe) Air Transport World http://www.atwonline.com/Pdf/worldairlinereport_2002.pdf Appendix 4 The airline market is currently being re-shaped by the expansion of existing low-cost airlines. It has been estimated that they will expand their European market share from 5% to 25% by 2010, establishing themselves on a long-term basis. (Source: International Travel News (2003), available on http://www.internettravelnews.com/article/20223 Friday, 28th November 2003) Low-cost airlines are gearing up to take large chunks out of their rivals. In a decade, low-cost airlines may be the dominant form of air travel in Europe. à ¢Ã¢â€š ¬Ã‚ ¦. In Europe, no-frills travel accounts for only 5% of European air travel, but it is likely to grow to claim a 12-15% share in the next decade. (Source: BBC News (2002), available on http://news.bbc.co.uk/1/hi/business/2038192.stm; Friday, 28th November 2003)

Marfan Syndrome Essay -- Health, Diseases

Marfan syndrome is a primarily an autosomal dominant disorder that affects 1 in 5000 people worldwide. Marfan syndrome is connective tissue disorder that results in a mutation in the Fibrillin 1 gene. The life expectancy of an individual with Marfan syndrome is close to normal with early detection, but Marfan syndrome still remains underestimated due in large part to characteristics similarities that are common in general public. This is compounded by the 25 percent of individuals with a new gene mutation on Fibrillin 1. It is imperative that nurses have a greater understanding of Marfan syndrome in order to facilitate a genetic referral for an early and accurate Marfan syndrome diagnosis. This should include the mechanism of how this genetic mutation manifests thought out the body, the presenting symptoms, the risk factors, treatment, and education needs of the patient. Marfan syndrome Marfan syndrome (MFS) is a fairly common inherited connective-tissue disorder. The syndrome can be found in 1 in every 5000 births worldwide (Giarelli, Bernhardt, & Pyeritz, 2010). MFS has been recognized for more than 100 years, in fact it was speculated that Abraham Lincoln had the disorder (Amado & Thomas, 2002). There is still no current cure, but early recognition and intervention can play a key role in the prevention of the sudden cardiac complications (Midla, 2008). For those Marfan patients diagnosed the life expectancy is close to normal, yet tends to be under diagnosed (Pyrietz, 2000). The nurse should have a broader understanding of MFS since recognition is essential for the diagnosis. Since MFS is primarily an inherited disorder, it of equal importance that the nurse understands that a referral to a geneticist is an imperative n... ...ssion, and anxiety can occur (Giarelli et al., 2010). Athletes who wish to play sports should have a clinical and cardiac evaluation before allowed to play. Women who are considering getting pregnant should be given have a cardiovascular risk assessment before conceiving and genetic counseling should be recommended to establish the patient’s risk of passing on the syndrome (Lippincott Williams & Wilkins, 2005). While significant advances have provided MFS patients with a greater life expectancy, the fact still remains that early detection is imperative in improving of care for the MFS patient . As MFS patients live longer and symptoms become evident. Nurses need to recognize that these patients will often present in a routine clinical setting, where their clinical expertise and genetic knowledge may open the door to early diagnosis and treatment.

Animality and Darkness in Othello Essay -- GCSE Coursework Shakespeare

Animality and Darkness in Othello  Ã‚   An initial reading of Othello would suggest that animality and darkness are indeed in opposition to beauty and light. This view is affirmed by looking at the language and actions of Iago, 'Though I do hate him as I do hell-pains' in contrast to Desdemona, (or even the early Othello),'Not to pick bad from bad, but by bad mend.' Animality and darkness can be clearly seen in the character and more specifically the language of Iago. From the very opening of the play, curses and language which intone hate fall easily from his lips. His enigmatic declaration that 'I am not what I am' is preceded by the disturbing image that when he is sincere 'I will wear my heart upon my sleeve/For daws to peck at.' His descriptions of Othello and Desdemona's relationship are also animalistic, 'Your daughter and the Moor are making the beast with two backs'. The linguistic identity which Shakespeare gives to this character is later adopted by Othello; in essence it can be seen to permeate the play with a certain baseness which is placed in opposition to the character of Desdemona, not only in her language and actions but in the way she is constructed by others. One very clear example of this can be found within Act V Scene ii and the imagery which is used to describe Desdemona, 'that whiter skin of hers than snow/ and smooth as monumental alabaster', and in the recurrent references to light, 'thou flaming minister', 'thy former light'. Further, if one views beauty and light in this context as heavenly then the animality and darkness can be seen to correspond to that which is secular, a notion which Othello communicates in the opening speech of the final scene, placing earthly notions of justice against... ...scene and the misogynistic views of such as Iago, 'How if she be black and witty'' with the later scene of Act IV Scne iii and Desdemona's refusal to say the word 'whore', 'I cannot say whore/It does abhor me', then the dark baseness of the male world is seen in opposition and dark contrast to the innocence and naivety of Desdemona. Thus through such passages in Othello it is possible to see that 'animality and darkness are in opposition to beauty and light', in many different ways, dramatic, linguistic, thematic and conceptual and it is a conflict which it can be claimed is never resolved. Othello's suicide ends the personal conflict but the decision for the audience lies in their response to what is dark or beautiful. It is possible to see the 'tragic loading of the bed', either as the triumph of animality or the return of Venice as the good and the light.   

Comparative Literary Analysis

If you were placed onto a stranded island in the middle of nowhere with no hope of being rescued, even the most civilized person would turn to savagery by the end. This is a fact about human nature, and at one point humans lose their morals and values. In The Crucible and the Lord of the Flies, both authors, Miller and Golding, show the evil in nature, the fight for truth, and mob mentality in certain situations. Abigail Williams and Jack both become very power hungry by the end and show the evil in nature, while John Proctor and Simon are looking for the truth, and Mary Warren and SamnEric follow the mob mentality that is going around.In The Crucible, Abigail Williams is first seen as a child speaking the truth and pointing out the people in the town who are â€Å"witches†. Everyone in the town believes her and her group of friends. But as she realizes that she has the power to condemn anyone as a witch, she overuses that power. Since Abigail desires to be with John Proctor, but he is not willing to be with her due to his wife, Abigail decides to condemn Elizabeth Proctor as a witch, so that she would be able to be with John. This clearly shows how people can use their power that they might have for their own good and use it for evil.This occurs in The Lord of the Flies when Jack slowly becomes more and more power hungry. Throughout the novel, Jack always wants to become chief but Ralph is chosen as chief and this did not please Jack. But as the novel progresses, Jack slowly turns to savagery, and the others follow Jack with his savagery. An example is his wild hunts for pigs, and his crazy dances after killing the pig. He feels much more powerful as more people start to enjoy killings pigs with him and he starts to form a type of mob.â€Å"His mind was crowded with memories: memories of the knowledge that had come to them when they closed in on the struggling pig, knowledge that they had outwitted a living thing, imposed their will upon it, taken away its life like a long satisfying drink. †(Golding 70) This quote explores Jack’s mental state in the aftermath of killing his first pig. This slightly shows the decline into savage behavior. This quote shows Jack’s feelings of power and superiority he experiences after killing the pig. This power slowly transitions into creating his mob and gaining more power from everyone around him, which causes him to become the chief.With this power he gains, Jack now controls most of the island, which allows him to do almost anything he wants, including to set the island on fire just to kill Ralph. At the same time in both The Crucible and The Lord of the Flies, John Proctor and Simon are looking for the truth for the fear in which everyone was going crazy in the town or island. In The Crucible, John Proctor looks for the truth as he questions the honesty of the girls calling out the witches in the town. John carefully looks for evidence to prove that the girls aren’t telling the truth.Fortunately Mary Warren admits to John that they are all playing along only because of Abigail. But at the courthouse, no one believes Mary Warren, and she is also called a witch, so to save herself, she blames John Proctor in threatening Mary to lie. As much as John tries to fight for the truth, he fails at showing everyone because of the power everyone else has over him. Simon in The Lord of the Flies also fails to show the truth over the â€Å"beast† that everyone feared. â€Å"‘As if’, said Simon, ‘the beastie, the beastie or snake thing, was real. Remember?’† (Golding 50)From the beginning Simon doubts the truth about this beast in the island and tries to assure the younger kids that there is no beast. Simon is the only character who truly looks out to find the truth about the beast. But in the end, he is seen as the beast and is killed by the boys who change into savages. When Simon returns to the campfire to tell ever yone what the beast that everyone has feared of, he is mistaken as the beast and never gets to explain the truth. This is just like John Proctor in which he is also killed before the truth gets out.This comparison is similar because both Simon and John were the only people to reveal the truth to the public but no one listens to them, and they end up dead before they say anything. During all of this in The Crucible and The Lord of the Flies, there are the leaders, Abigail and Jack, and then there are the followers, Mary Warren and SamnEric. In The Crucible, Mary Warren follows the mob mentality because of Abigail, and the fear of getting caught. If Mary did not follow what Abigail had said in the beginning to play along with her, Abigail threaten to kill them all, or at least hurt them.Due to this Mary went along with the mob. Although Mary tries to confess in the courtroom, in the end she still retreats back to the mob mentality and blames John Proctor. This also happens in The Lord of the Flies when SamnEric join Jack’s mob. â€Å"Now the painted group felt the otherness of SamnEric, felt the power in their own hands. They felled the twins clumsily and excitedly. Jack was inspired. †(Golding 191) This quote shows how Jack becomes happy with the increasing number to his group and it shows that SamnEric join due to the mob mentality and the power that Jack has compared to Ralph.They try to follow their conscience but end up joining the mob and go along with the savages. Throughout the movie and novel, people end up losing their morals either due to having too much power or not having enough and going out of their way to gain that power. The evil in nature is clearly shown by both authors and depict how far people would go for ambitions that they want such as power. Both authors also show that the truth never gets out, which is unfortunate, but life doesn’t always have happy endings either. And last but not least, the mob mentality is a driv ing force for all the madness in the town of Salem and the Island.