To what extent does the media assist or limit the conduct of military operations Essay Example for Free

To what extent does the media assist or limit the conduct of array operations EssaySome form of controversy has been regularly generated between the press and the military especially the question of media approach path to the theatre of operations. Conflict between reporter and the military is not new. As contend correspondents became of age in the Civil War, the military began its determination to protect its operations. The media have often called this determination censorship. The military/media relationship is seriously degraded because of qualm between the two entities.Sources of this mistrust atomic number 18 analyzed, to include cultural differences the perception of biased reporting mis examineing and ignorance and speculation. In any operation there are many aspects of military/media relations which include usable bail, the press pool system, logistics, public opinion, etc. However, there has been animosity between journalists and the military. The military f requently views press as offering and potential harm not benefit (Carruthers, 2000).The press, on the some other(prenominal) hand, has a history of being critical of the military. For instance, U.S. media and professional associations insist that the military must harmonise the press in wartime situations, for three good reasons which include the press has always been present when military man have been involved the public has a fundamental redress to know and restrictions put violate the First Amendment. Yet on some ground between the military operational requirement for data to be make available only on a basis of collecting to know, and the right of the citizens of a democracy to know about what their military is doing, lies a middle ground (Dandeker, 1995).Generally, soldiers see to it fighting and journalists understand communicating, yet none of them knows that the political impact of combat depends on how the fighting is communicated. Hence both sides need one anothe r. Key noncombatant and military leaders have now embraced the fact that successful inclusion of the press to ensure adequate insurance coverage is not an optional luxury, but sooner is a necessity in todays information age and the expectations of the citizens.The benefits gained from the intelligence information media coverage of military operations outweigh the drawbacks, and therefore press coverage should be permitted. thither is no set solution appropriate for every situation, since every war is unique. But improvements in military planning, officer training, and press indoctrination will help sack up some of the current problems in the military/media relationship. How media assist the conduct of military operationsIn todays technology-driven world, the media is a fourth dimension added to air, land, and sea and the operational air force officer must contend with this potent entity to be relevant. Moreover, the media is an accelerator of immense importance in todays world i n respect to the operational factors of time, space, and force affecting the operational commander decision-making. The reason why the military should engage the media is probably best stated by General (Ret) Dennis J.Reimer in a 1997 memorandum to his senior multitude leaders.Our success, as an institution, depends on the degree to which all senior leaders communicate clearly to the state. It is in fact part of your METL Mission Essential Task List, said Reimer. To dismount with, the military has the need for improved defense related public relations. The media is an important force multiplier, and it must be harnessed to win the battle of the hearts and minds of the people and keep them fully abreast of developments at home and abroad.This will ensure that they are not misled by rumors, propaganda and dis-information this could happen if they do not have access to a truthful and speedy account of the facts and the progress of events. Secondly, the media is important in projecti ng the operations to the remotest parts of the country and arousing nationalism and patriotic fervour in the nation. Thirdly, having a media team at each level of command down to the battalion level is of great help to project the activities of the armed forces through films and other means.The procedure evolved provide for regular operational briefings by the operational/intelligence staff at headquarters or by the concerned corps/divisional commanders. Fourthly, training selected service officers and men in media work by running suitable courses for them on a regular basis and also media personnel need to understand the organisation, component part, ethos and fighting capabilities of the armed forces and the characteristics of its various units is most beneficial (that is , media-military interface). Fifthly, limiting journalists access to a war can also work against the military.Galloway pointed to the Persian disconnect War as an example. When the war was over you had no proof of the efficacy of your efforts and your soldiers efforts to take up on Capitol Hill at a very ticklish time when troop cuts, budget cuts, drawbacks are all under way, he said. Despite the constant tension and sometimes opposing goals of the military and the media, the militarys primary role is to support and defend the Constitution of the nation, the First Amendment of which is freedom of speech and of the press. Finally, having media-military interface there is hope for prompt and timely information in an age when news is increasingly being transmitted and used instantly, with TV news being broadcast on the hour, every hour (Krishna, 2000). How media limit the conduct of military operations The longstanding conflict between the news medias need for access and the militarys need for secrecy has continued during the war on terrorism, journalists agree. If anything, the tension between the two groups has gotten worse.For instance, during the war in Afghanistan, Pentagon senior spoke sman Bryan Whitman said the military understands reporters concerns but that the top priority must be troop safety. Ensuring that what we do with the news media in the Pentagon or in the field doesnt do anything to jeopardize the success of the operation or endanger the personnel that are participating in the military operation has to be match all the time with how much reporting can be taking place at any given moment, he said. (Wilcox Jr, 2002)But author and causality war correspondent Joe Galloway, whose book We Were Soldiers Once and Young documents the first major U. S. ground battle of the Vietnam War, said that Vietnam changed the mindset of the military because of the open and unrestricted reporting done by journalists. Most of the times, the military is ordain to learn, the journalists are not pointed out by Galloway as evidenced by the numerous invitations he has true from the military to speak about the subject. He has not received any invitations to speak to new s organizations or journalism schools.The media is also believed by them reporting from the battlefield turn the people against the military and against the war. Galloway also adds that, while Vietnam remains a model for him in terms of military/media relations, U. S. led military operations in Grenada and Panama were disastrous in terms of the medias ability to cover those conflicts because of military restrictions. Also, keeping the media at a greater distance from combat operations than security requires would contribute to a bitterly adversarial military-media relationship.This, in turn, would likely hurt the war effort in the long run by inviting relentlessly negative coverage and fanning public distrust. Furthermore, the media are a fact of military operations and here to stay as well as being vital to all participatory governments seeking to discharge their duty to explain. Military control of information during war time is also a major contributing factor to propaganda, esp ecially when the media go along with it without question.The military recognizes the values of media and information control very well. The military often manipulates the mainstream media, by restricting or managing what information is presented and hence what the public are told. For them it is paramount to control the media. This can involve all manner of activities, from organizing media sessions and daily press briefings, or through providing managed access to war zones, to even planting stories. all over time then, the way that the media covers conflicts degrades in quality, critique and objectiveness. As one military puts it, Information is the currency of victory. From a militarys perspective, information warfare is another front on which a battle must be fought. However, as well as needing to deceive adversaries, in order to maintain public support, information to their own public must no doubt be managed as well. That makes sense from a military perspective. Sometimes the public can be willing to sacrifice detailed knowledge.But that can also lead to unaccountability and when information that is presented has been managed, propaganda is often the result. Finally, the military have had to adapt since 1982 is the speed of reporting made possible by modern communications. Today, a reporter with a digital camera, a laptop and a satellite phone, all of which can fit in a day sack, can file stories minutes after events and even live if they have a bit more by way of equipment. Control is much more difficult if reporters dont need militarys help to file a story.Because they can act so quickly, and are expected to do so by their editors or newsrooms, military dont have the time to ponder at length our response to events, we must respond quickly whilst still, crucially, maintaining accuracy. For instance, this happened on TELIC 1 (Iraq) but, it was not a great success. Conclusion Throughout history, no matter the time or war, there has always been a conflict between the military and the media. The medias right to a free press conflicts with the militarys concern for operational security.It serves no constructive take, however, to ignore this conflict nor does it serve a purpose by adding to it. Therefore, it is time for the military to accept the media as part of the battlefield of the 21st century, and to understand and prepare for the media as it does for other battlefield elements. Commanders should ensure that their troops receive not only the equipment, but also the training to survive in adverse battlefield environments. The point here is to point out that no matter whether the military likes or dislikes the media, the media will be a part of the battlefield environment just as the weather.As is the case with inclement weather, the meliorate the commander plans and prepares his or her troops, as well as themselves for the media, the better they and their troops will do when faced with a reporter. If we are going to get this rig ht, the military must not resort unnecessarily to secrecy or to lightly tarring independent journalists as disloyal. The media should not frivolously cry censorship. And each should work harder to understand the views and accommodate the needs of the other.

Agriculture and the Nitrogen Cycle Essay Example for Free

Agriculture and the Nitrogen Cycle EssayAgriculture is an important industry that provides nutriment for human consumption. The decrease of land available for agriculture coupled with the increase of human population has required that untaught lands increase their output. This was achieved through the use of improve crop varieties, more productive livestock, better weed and pest control and the increased use of plant foods, specifically normality fertilizers which has linearly increased to 1. 2 Mt in the 1980s. However, farming also affects the environment.Increases in phosphorus and nitrate contents of water lead to increased biological activity and large concentrations of nitrate in drinking water create health hazards. J. K. R. Gasser studied the nitrogen cycles in agriculture and reported the results in his article Agricultural Productivity and the Nitrogen Cycle. Gasser (1982) explained that nitrogen is emitted from the soil or from animal effluents as ammonia, nitrou s oxide or N2. Considerable amounts of nitrogen are also recycled directly as animal urine and feces. The preceding crops in agricultural lands also affect the amount of nitrogen released for the current crops.However, Gasser (1982) explained that no arable establishment provides enough nitrogen for the maximum production of crops much(prenominal) that additional nitrogen must be added in the form of fertilizers. Gasser (1982) reported that there is no evidence supporting that the increased use of nitrogen fertilizer also increases the total amount of nitrogen in soil-plant system. He stated that little of the nitrogen in circulation will appear directly in the atmospheric state or groundwaters, most will leave the agricultural system after one or more changes or subsidiary cycles (Gasser, 1982, 313).Gasser (1982) concluded that the losses from the system must be at least as large as the known inputs. He persuaded to quantify the movement of nitrogen, the understanding of which would allow the losses from agricultural system to be minimized improving the utilization of nitrogen in farming and reducing its effects on the atmosphere and water.Reference Gasser, J. K. R. (1982). Agricultural productivity and the nitrogen cycle. Philosophical Transactions of the Royal Society B (Biological Science) vol. 296, no. 1082, 303-314.

Contribution Of Summitry To Diplomatic Practice Politics Essay

Contri furtherion Of Summitry To Diplomatic Practice Politics EssayIn 1919, diplomatic s residuum as the homo had known it was ab erupt to change. This change would be brought about by a culmination of factors, including but not limited to advances in communication and transportation technology, the ending of WWI and, most notably, the coming together of world leadership at the inaugural genus Paris Peace Conference in January 1919. Two precedents were set during this conference the establishment of the League of Nations (precursor to the United Nations) and the invention of the stature as a elbow room of engaging in international diplomatic negotiations (Finch, 1919, p. 161). In this paper I shall focus on the effect of the latter on diplomatic practice nowadays. The conference is a good starting point when examining the role of covers in modern day diplomacy. Yes, leaders of government and heads of state had been coming upon for historic period (Goldstein, 1996, pp. 23-25), but many leaders and delegates congregating on a global scale was truly a new phenomenon, one that would change the practice of diplomacy forever.In order to truly analyze the contribution of aggrandizementry, or the practice of engaging in summits to negotiate important government issues, first, I shall examine the autobiography of modern day summitry from its early beginnings at the aforementioned Peace Conference as well as the rise and unprecedented growth of summits as an alternative to solve a diverse range of global issues. I will scrutinize select past summits to see if they illustrate the effects of summitry. Then I will look at the broad picture and explain summitrys overall contribution to diplomatic practice.In the 1919 Paris Peace Conference, which was a twin by-product of Woodrow Wilsons 14 points speech and Germanys desire to negotiate, the shape of diplomacy and international governance was changed forever with the establishment of the United Nations. This over shadowed the real reason the conference had been held negotiations amidst the allied powers and the losers of WWI (Finch, 1919, p. 161). The conference also had another unintended consequence the creation of the summit. A summit is, by definition, a meeting of heads of government to negotiate important or pressing issues. Summits can be planned yearly pass awayrences or impromptu conferences or meetings in which political leaders (at the highest level) meet for political purposes (Dunn, 1996, p. 20). In the final result to create the League of Nations the following article states3. The members of the League should periodically meet in international conference, and should have a permanent organization and secretariat to assume on the business of the League in the intervals betwixt the conferences (Finch, 1919, p. 170).This institutes a concerted effort towards the establishment of using an annual international conference (i.e., summit) to resolve issues between states and to f acilitate negotiations on pertinent issues. While the conference set the precedent of a diverse group of states meeting to discuss multiple issues, it also served the study world powers at the cadence. Under the name of the Council of Four, the USA, France, Great Britain and Italy were the yet delegates to be meeting constantly throughout the entire conference, regardless of other sessions going on (Finch, 1919, p. 176). This demonstrates that the international balance was going to be maintained no matter how many other countries were invited to participate. This small allowance of extra importance and ability afforded by the conference allowed the diplomatic process of the past its first introduction to the impending paradigm shift.Traditional diplomacy (that of diplomats meeting diplomats) would meet its future where, much more(prenominal) often than used to be the case, heads of state themselves would do the negotiating and would meet with other delegates and representatives. This was the precise situation at the Peace Conference with President Wilson (USA), President Poincar (French Republic), superlative Minister Lloyd George (Great Britain) and Prime Minister Baron Sonnino (Italy), the Council of Four all in attendance, and participating in the negotiation of multiple issues (Finch, 1919, p. 168). This Council became the precursor to the G-5 who would come to dominate not only international relations but also diplomatic practice in general.The rise of summitry since that initial conference in 1919 has been astounding. There have been uncountable summits since 1919 the earthbound nature of their use has grown along with their importance. Summits have covered a multitude of issues and spanned regions and countries across the globe. In fact, it did not scram long for the idea of summitry to take hold. Spurned by the outstanding representation of the original countries delegates, a conference convened in the United States in 1921-22. Although not as s uccessful as the Paris Peace Conference, it still paved the way for future summits (Goldstein, 1996, p. 32). President Franklin Roosevelt followed Wilsons lead and attended multiple summits abroad thereby establishing the precedent of leaders of government venturing out to change foreign policy personally through their own diplomacy (Goldstein, 1996, p. 33).These two were the first in a long line of world leaders who would, through their interactions, negotiations and conferences at many sites around the world, help to shape not only the content but the process of diplomacy. While the focus of summitry over the years tended to be on the United States and the concessions that they intended to bring to the table, Europe has played a big part in the growth of summitry as a whole. In fact, the May 1960 Paris Summit between Russia, France and the USA focused on future European expansion issues and the direction and structure of NATO. It resolved pick up issues between America and Russia and led to drastic changes in Franco-American and Russo-American attitudes (Varat p. 102). The obstinate behavior and actions of Eisenhower, Khrushchev and de Gaulle, caused the eventual drastic failure of the negotiations, but despite this the summit itself would help to shape the chronicle of diplomacy. The following passage describes what happened before the conference closedOn 16 May, however, Khrushchev delivered the killing stroke to both the current summit and future ones when he launched into an overwrought tirade against American perfidy, berating Eisenhower for violating Soviet sovereignty and accusing him of wanting to start World War III (Varat, 2008, p. 105).The Hague Summit, December 1969, had an important impact on the future direction of summitry in Europe and is notable because it ratified summitry as a successful policy tool. Among other things, this summit was responsible for the creation of the European Monetary Union, negotiations on the enlargement of the Eur opean Union, and European political cooperation (Redmond, 1996, p. 54). This summit led to the decision, eventually to be brought forth and instituted at the Paris Summit in 1974, that it should institutionalize and regularize EU summits and hold them three times per year although I should note that this practice was ended in 1985 (Redmond, 1996, p. 55).At the same time that European summitry was starting to stamp its influence on the diplomatic world, the then- recently un-colonized continent of Africa was beginning to recognize and utilize the process as well. From 1963 onwards, there has been a summit of African nations at least once a year, used to show unity on the continent and also to negotiate issues of importance to African states. This first conference in 1963 was held in Ethiopia, and is considered the most important African conference of the time, with 27 heads of government present and also creating the Organization of African conformity (Hodder-Williams, 1996, p. 136) . Although, as Richard Hodder-Williams points out, there had been many meetings and groupings of African leaders dating back to 1918, this Organization and conference in 1963, showed the changing leadership and political dynamics in Africa as a whole (1996, p. 137).From these early beginnings until now, where summits cover a wide range of international problems (non state and state issues), the rise of involvement of summits in the welkin of international diplomatic negotiations and interactions has been phenomenal. The precursor to the present conference on Climate variegate (in Copenhagen in December 2009) was the Earth Summit which was held in Rio de Janeiro, Brazil in June of 1992. It was, at the time, the biggest summit ever held, with 183 countries and over 40,000 observers and delegates participating in the process. The United Nations sponsored the event and the goal was to bring together as many world leaders as possible to help come to grips with, and hopefully put in pla ce universal measures to tackle the problem, environmental degradation and destruction (Lanchberry, 1996, p. 222).The ability of leaders of many countries to come together (mind you with lots of advanced planning and negotiations) and recommend solid policy proposals (sometimes) for the world to adopt should not be underestimated when considering the effect of summitry in the diplomatic process (Lanchberry, 1996, p. 235-239). The Earth Summit is representative of many of the summits that take place every year and which cover a multitude of issues. Most notably, the way in which the media, world leaders, NGOs, and others attempted to come together for a common goal, even if the results appear watered down or dont go far passable when translated to policy, shouldnt alter the fact that leaders were able to coordinate their efforts, however briefly, to negotiate (or attempt to negotiate) binding policy.Two cases which help illustrate some of the highs and lows of the process of summitr y atomic number 18 the International Landmine Treaty Ban and the G7/G8 failed summit in Hokkaido, Japan in 2008. The first illustrates the successes that can be achieved by summitry and some of the good decisions and processes that can occur along the way, while the other shows that sometimes diplomacy should be left to diplomats, not inexperienced negotiators (aka world leaders) who in the end just make a royal mess of things.In the span of just under five years, the International Campaign to Ban Landmines (ICBL) went from being an NGO awareness group, to being the key catalyst in the signing of a worldwide treaty to ban landmines (as well as the coordinator, Jody Williams, receiving the 1997 Nobel Peace Prize for her efforts) (Leguey-Felliux, 2009, p. 122). The non-profit group used intuition and acuate planning to pressure the international community to enforce the changes that essential to be made. The UN landmine conference in Geneva in April of 1996, helped to initiate mome ntum towards the final end goal of a worldwide treaty as well as provide a platform from which NGOs and future governments could use to conduct the delicate negotiations needed to bring about the treaty (Leguey-Felliux, 2009, p. 124). The ICBL and the international community danced back and forth over the issue, by way of multiple conferences, all centered on the issue of banning landmines from the worlds stage.It was through the pressure of the NGOs present at these conferences acting under the coordination of the ICBL, coupled with the media pressure that caused lobbying and negotiations to turn into signatures on a treaty. With the world watching, and with more name (countries) being added to the treaty as the years passed and the conferences were convened, the pressure would slowly build on the remaining leaders to change their position and get with the times. The final summit was convened in the first week of December 1997 in Ottawa, Canada. It served the dual purpose of not o nly adding the final necessary and desired signatures to the treaty, but also helped raise and plan the implementation stages for the actual removal of landmines (Leguey-Felliux, 2009, p. 128). This was quite a feat considering that it started with an NGO using an opportune moment to seize upon the chance to remedy a serious social problem, and ended with government officials and heads of state negotiating policies that would allow the world to not only ban landmines but also start removing the existing ones. This summit showed not only coordination of different groups and countries, but also global governmental cooperation and negotiation on an important issue. But this summit could be viewed as an exception, and was chosen as an example particular propositionally because of the incredible tangible results that it managed to achieve.At the exact opposite end of the spectrum in terms of output or tangible results I have chosen to examine the G8 Summit in Hokkaido, Japan in July 20 08 as a good example of hype and bluster beforehand not quite equaling results afterward. In the run up to the summit, there was optimism abounding from journals, economists and academics alike. A press briefing ahead of the Presidents trip to Japan as well as a report issued by the World intrust in preparation for the conference help to illustrate this optimism.The President of the United States prepared for the Hokkaido summit by using the briefings given by his senior economic, Asian and environmental advisors to explicitly lay out the agenda of the summit as well as the respective(prenominal) bilateral meetings and the working lunches that would take place with many countries at the table (Press Briefing 7/1/2008). Some of the key issues that needed focusing on were climate change, HIV/AIDS and poverty the working lunches and bilateral meetings were to provide the setting for the international negotiations needed to solve these truly international problems. The Presidents advi sors were not the only ones preparing briefings before the summit to help formulate a path to successful negotiations and outcomes, however the World patois along with others was also drafting pre-summit reports.The World Bank chose a different path from that chosen by the President. In their report Double Jeopardy Responding to High Food and Fuel Prices, the World Bank illustrated the specific link between food prices and high oil prices and their effect on poverty by introducing a 10 point plan for the G8 to adopt (World Bank Report, July 2, 2008, p. 2). In this thorough report (which itself is evidence of the importance placed on this summit by the World Bank), there are specific policy recommendations as well as statistics illustrating the correlation between poverty, fuel and food prices (World Bank Report, July 2, 2008, pp. 2-5, 21-27).Using these two different entities preparedness and seriousness as a barometer the candidate for the summit should have been positive. So wha t truly happened? The title of The Economists review of the summit pretty much says it all they came, they jawed, they failed to conquer (A mountain-top gabfest provided a spectacular show and a long guest list but few answers to the woes of the world) (Economist, 7/12/2008, p. 68-69). The summit proved to be rather futile in the end, but served the minimal purpose that most summits now serve, as a preparatory meeting for the next summit, sometime in the future. In the case of the Climate Change portions of the Hokkaido summit, some useless platitudes and posturing indicated that everyone was waiting for the Copenhagen Summit on in 2009. This is the new evolved summit an opportunity for world leaders to sit take care to face for a somewhat extended period of time, under media pressure to plan for another meeting in the future. This endless future planning is not actually useless it should be thought of as one long protracted negotiation. The issue at hand will be resolved or poli cies produced to pass off solutions sometime in the future, at some future summit. It has been ninety years since the Peace Conference in Paris and the idea and practice of summitry has evolved drastically as well as becoming interwoven into the practice of diplomacy.The summit is seen as a negotiating arena, a useful public relations tool, and a chance to reform and reaffirm relationships with other states more than this it has been a platform for further negotiations on some extremely important global issues. Summits can be successful sometimes and unsuccessful other times, but whichever outcome materializes in the end, the foundation for future negotiations will be laid. The summit pervades the world of diplomacy and its effects are seen in the conduct, preparedness, and seriousness of NGOs, world leaders, and other delegates in regards to their relationship with summitry.

Case Study: Fractured Hand

Case Study Fractured HandIntroduction The reflective framework chosen for this cutting study is that of Peters (1991). This framework has been utilize and favourable evaluated inside education ( chime and Gillett, 1996). Peters (1991) reflective framework incorporates a guideline telephoneed DATA comprising four stepsDescribeAnalyseTheorizeActionThe origin step is the description of an aspect of practice the clinician wants to change. Identification would be make of the context and the priming coat the clinician wants to change the practice and their feelings closely this. Analysis involves identification of the factors that soften to and the assumptions that support the present approach. This includes analysis of beliefs, rules and motives supporting the present approach (Imel, 1992). Theorizing is the next step which looks at the theories for developing a new approach building on the theories that were identified that were supporting the present approach. The final step is t he action putting the new theories (if appropriate) into practice to ensure that such(prenominal) cases continue to be managed appropriately in the future. Success of this process would occur only through additional thought and reflection (Murray, 2006).DATA DescriptionPatient presentationAt 11 am a 64 year old lady presented to the Accident and Emergency Department with a painful right wrist following a fall. We shall call her Betty but, in order to protect convinced(p)iality, that was non her real name. She had been brought to the department by car by her husband.Patient assessmentHistoryBetty was seen by the triage nurse and posterior upon waiting her turn was allocated a cubicle. I saw her at 11.20 hours.An understanding of the pathophysiology of chap is important if important aspects of the patients history are not to be missed. Firstly taking an adequate history of the accident, including details of the mechanism of the fall, depart help the clinician to decide whether th e amount of force applied to the beat would be of the degree that would be expected to ca put on that particular wear out. Secondly there may be underling osteoporosis leading to go bad with minimal trauma. There may be factors in the history suggestive of osteoporosis e.g. use of systemic steroids (Angeli, 2006) or early menopause without subsequent hormone replacement therapy. A fall apart which occurs aft(prenominal) only minimal trauma and from a standing height or less, the degree of trauma being that which would not linguistic rulely be expected to fracture healthy bone, may be what is cognize as a fragility fracture. This occurs where a bone is weakened by a pathological process , (Majid and Kingsnorth, 1998) such as osteoporosis. In distinction a pathological fracture occurs because of metastatic bone disease. Thirdly not just the mechanism of the fall but the reason for the fall needs to be considered. Betty had slipped on some ice when walking outside to her car. I n the absence of such a clear history otherwise factors in the history should be considered for instance funny turns, visual problems, cerebrovascular accidents, or non accidental injury. It is important to directly enquire about that last aspect. examinationOn inspection Bettys right wrist was swollen. The skin was intact. There was some distortion of the normal contour of the arm typical of a dinner party folk deformity. The distal part of the radius was angulated dorsally, the wrist supinated and the hand deviated towards the thumb. On palpation the distal radius was markedly tender. There was no crepitus. Betty was unable to use her right arm at all. The radial and ulnar pulses were readily palpable and there was good capillary refill in the hand. Sensation in the radial, ulnar and median nerve dermatomes was normal as were finger and thumb vogues. The preliminary diagnosis of Colles fracture was made with some degree of confidence since the patient was a 64 year old female w ho had fallen on an outstretched and had classic examination findings of such a common injury.InvestigationsFor a completely confident diagnosis a plain X ray was required. For an X ray of a suspected fractured limb the following are requirements (Majid and Kingsnorth, 1998)The X ray should be in two different planes at right angles.The X ray should involve the joint above and below the suspected fracture site. In this case the wrist and the cubitus.DiagnosisX ray examination of Bettys arm revealed a transverse extra articular fracture of the distal radius within one inch of the wrist joint. The distal radial fragment was displaced dorsally. A Colles fracture could now be diagnosed with confidence.ManagementAnalgesia was given by intra muscular injections of morphine 10 mg and stemetil 12.5 mg. The arm had been temporarily immobilised with a splint and elevated to prevent further injury and swelling prior to the X ray examination. Arrangements were made for prompt reduction of the fracture. The displaced fracture was swerved and manipulated and accordingly immobilised. Betty chose to have a general anaesthetic for this procedure.To disimpact the fracture Bettys hand was pulled distally whilst her wrist was hyper extended. at a time dis encroachment had been achieved the wrist was manipulated so that it was flexed with some ulnar deviation and pronation. In this position it was immobilised by a affix over cast which extended from just distal to the elbow to the metacarpophalangeal joints. These joints (and therefore the plaster) were at the site of the transverse skin crease across the palm. When the plaster had been applied Betty could move her elbow joint and her fingers and thumb. A check X ray confirmed the bone ends to be in a satisfactory position.Post operative instruction Betty was advised to wear her right arm in a sling and to move her shoulder, elbow and her fingers and thumb to prevent stiffness in these joints. Complications of immobilisatio n in fracture are joint stiffness and tissueand particularly muscle, atrophy. An important and serious complication is Sudeks atrophy which probably occurs due to neurological and microvascular compromise. Better was instructed to contact the hospital if her fingers became painful, swollen, cold or discoloured. This could indicate that the plaster was too tight and impeding the circulation. Rarely carpal tunnel syndrome can occur due to pressure on the median nerve at the wrist. Betty was then discharged once she had recovered fully from the anaesthetic and was able to walk around. Betty asked if she could drive and this was allowed following evidence that driving is safe with a right Colles plaster (Blair, 2002). A further review was preend for one week. Betty was advised that the fracture would most likely heal in four to six weeks. Once the fracture had healed by six weeks the plaster was removed and physiotherapy was advised.DATA AnalysisOn analysis of the case presentation it is apparent that the well known clinical features of a fracture were presentPainTendernessSwellingImmobilityDeformityas were the five classical features of a Colles fracture, often called the dinner fork deformity (GP Notebook, 2006)Dorsal displacement of distal fragmentDistal fragment dorsally angulatedHand deviated towards the thumbWrist joint supinatedProximal impactionThe absence of crepitus force be explained by the fact of the fracture being impacted.A fracture of the distal radius is one of the commonest fractures in adults (Majid and Kingsnorth, 1998). The Colles fracture was first gear described by Collees in 1814 (GP Notebook 2006) and is a transverse fracture across the distal radius within one inch of the wrist joint with dorsal displacement and angulation of the distal part of the radius.Sometimes a Colles fracture is associated with a fracture of the ulnar styloid (GP Notebook, 2006) and this must be sought on X ray. A Galeazzi fracture (GP Notebook, 2006) is a dist al radial fracture associated with a dislocation of the distal radio-ulnar joint and is important to diagnose (also by means of an X ray) since it requires open fixation to promote adequate better. Another injury also caused by a fall on the outstretched hand and which it is important not to miss is a fractured scaphoid (Hodgkinson, 1994). This is clinically characterised by tenderness in the anatomical snuff box which is that area on the back of the hand put together by hyperextension of the thumb. If present this fracture mandates appropriate immobilisation to reduce the risk of subsequent disabling avascular necrosis. Other injuries can occur following a fall on the outstretched hand, such as fractures to the clavicle, humerus and other parts of the radius hence the need for the wide area of view on X ray examination.Although the presentation was a typical one there was not a mechanism in place to arrange suitable follow up for Betty to see if measures were necessary to protect her from subsequent osteporotic hip fracture. This problem is not an uncommon one in accident and pinch departments as found by a systematic review of 35 studies showing that those individuals with fragility fractures seldom received investigation or treatment of osteoporosis (Giangregorio, 2006). The writer feels that such action would be important since Colless fracture is common and hip fracture a devasting condition. The writer feels that quite simple steps could be put in place to arrange appropriate follow up.An analysis of why Colles fractures are commoner in women than in men needs to consider the full picture. For instance initially it might be assumed that because postmenopausal women are lacking in oestrogen and therefore predisposed to osteoporosis that is the only reason. However research has shown that women have more falls than men and they are more likely, when they fall, to fall forwards onto the outstretched hand (ONeill, 1994).There is an assumption that the ri sk assessment for likelihood of subsequent hip fracture will be dealt by someone else. The accident and emergency department does need to concentrate on the acute problem. However hip fracture will necessitate subsequent accident and emergency department involvement. Preventative measures may be a neglected but important aspect of the accident and emergency role despite resources being an ever restraining factor.DATA TheorizingFracture healing is affected by general and local factors (Majid and Kingsnorth, 1998). The general factors include the patients age, wellbeing, nutritional and endocrinological state. With regard to the local factors a compound fracture (i.e. a fracture which involves breach of the overlying skin) incorporates a risk of infection which will mischief healing. Local factors affecting healing include the site of the fracture, proximity of bone ends and adequacy of blood supply. The pathophysiology of fracture healing consists of three stages (Majid and Kingsnor th, 1998)Inflammatory phase muddle phaseRemodelling phaseIn the inflammatory phase haematoma contains osteoclasts which remove dead bone. Over two weeks granulation tissue forms which contains osteoblasts which form new bone. In the reparative phase the granulation tissue becomes fibrocartilagenous callus. The callus gradually turns into bone during the consolidation phase. Remodelling occurs as the bone adapts under the influence of the stresses placed upon it.Delayed union occurs when healing requires an excessive duration and non union when there is a failure to heal. Factors associated with poor union include a poor blood supply or displaced bone ends. Treatment is aimed at reducing this risk by optimising the position of the fragments and immobilising them.To develop a new approach to the prophylaxis of hip fracture will require multidisciplinary harmony with the formulation of guideline for nurture giving to both patient and general practitioner. Ideally an appointment would be generated for the bone mineral density scanning and describe and advising. A mechanism of patient information will be required in parallel.DATA Actions proposedTreatment planThe aims of the proposed action were to achieveHealing of the bone, andpreservation of function of the arm and wrist joint.There was more than minimal displacement of the fractured bone therefore manipulation was required. During manipulation it was important to pull the hand in order to disimpact the fracture. Manipulation then involved a reversal of the position that was present making up the dinner fork deformity.ManagementIf the fracture is displaced this may, if leave untreated, lead to breach of the overlying skin and convert a closed fracture to an open one with the subsequent increase infection risk. An unreduced displaced fracture may compromise the blood supply distally. Correctly to lessen these risks Bettys fracture was reduced promptly.The treatment consisted of (GP Note book, 2006)Disimpactio nManipulationImmobilisationRehabilitation in order to preserve functionThe aim of immobilisation was to allow the fracture to heal without movement of the bone ends but to facilitate as much movement of the unaffected joints as possible.An understanding of the pathophysiology of fracture helps to determine what the risk is for subsequent fracture. If this risk is high it will be advantageous to give some guard treatment to lessen this risk. The fractures with greater morbidity are hip fractures and vertebral fractures and a radial fracture may be an early warning contract of an unacceptable risk of fracture with a more serious consequence. Bone mineral density measurements may be indicated in the near future. If this is outside the normal range and taken in conjunction with the present fracture there may be a need to consider prophylactic measures against osteoporosis and further fracture.A Colles fracture is associated with subsequent hip fracture but the association is greater i n men than in women according to a metanalysis (Haentjens, 2003). Nonetheless it may be prudent to advise Betty to check with her general practitioner whether she now falls into the category of the local guideline for measuring bone mineral density. Woman with a Colles fracture within ten years of the menopause had an eight fold increase incidence of hip fracture compared with the rest of the population but the increased risk diminished by age 70 in a study by Wigderowitz (2000). In this study bone mineral density was write down in women who had a Colles fracture that in the general population but after age 66 there was no significant difference. The paper cogitate women of 65 and under presenting with a Colles fracture should undergo bone mineral density testing. Bone mineral density checking though not an exact prognosticator of subsequent fracture is a worthwhile measurement in diagnosing osteoporosis (Small, 2005). Treatments are purchasable and might be considered if osteop orosis is confirmed (McCarus, 2006). Guidelines are also available (SIGN, 2003).Oestrogen does protect bone from osteoporosis but is no longer recommended as first line prophylaxis in view of recent studies showing concern about the association with cardiovascular adverse events (Sicat, 2004). Other options include raloxifene, a selective oestrogen receptor modulator which reduces spinal but not hip fractures and biphsophonates e.g. alendronate which does reduce hip fracture incidence (British National Formulary, 2006).Action on prophylaxis would likely most easily and consistently be arranged via computerisation of letter of appointment and information to the patient following discharge. This would necessitate no increased time or resources within the department but would cover all at risk patients.ReferencesAngeli A Guglielmi G Dovio A et al 2006 High prevalence of asymptomatic vertebral fractures in post-menopausal women receiving chronic glucocorticoid therapy A cross-sectional outpatient study. Bone. 39(2) 253-9Bell M and Gillett M 1996 create reflective practice in the education of university teachers. Different Approaches Theory and perform in Higher Education. Proceedings HERDSA Conference 1996. Perth, Western Australia, 8-12 July. http//www.herdsa.org.au/confs/1996/bell.html Accessed 23 June 2006Blair S Chaudhri O Gregori A 2002 Doctor, can I drive with this plaster? An evidence based response. Injury. 33(1) 55-6.British National Formulary. 2006 British Medical Association London.Giangregorio L Papaioannou A Cranney A et al 2006 Fragility fractures and the osteoporosis care gap an international phenomenon. Semin Arthritis Rheum. 35(5) 293-305GP Notebook http//www.gpnotebook.co.uk/cache/1584070660.htm accessed 23 June 2006. Accessed 23 June 2006Haentjens P Autier P Collins J et al 2003 Colles fracture, spine fracture, and subsequent risk of hip fracture in men and women. A meta-analysis. J Bone Joint Surg Am 85-A(10)1936-43Hodgkinson DW Kurdy N Nicho lson DA et al 1994 ABC of Emergency Radiology the wrist BMJ 308464-468Imel S 1992 Reflective Practice in Adult Education. ERIC Digest No. 122 ED346319 http//www.ericdigests.org/1992-3/adult.htm accessed on 23 June 2006Majid and Kingsnorth 1998 Fundamentals of surgical practice. Greenwich Medical Media. LondonMcCarus DC 2006 Fracture prevention in postmenopausal osteoporosis a review of treatment options. Obstet Gynecol Surv. 61(1) 39-50Murray B Lafrenz LU 2006 The Role of Reflective Practice in Integrating Creativity in a Fashion Design Curriculum http//mountainrise.wcu.edu/archive/vol3no1/html/murraylafrenz.htm accessed 23 June 2006Netdoctor http//www.netdoctor.co.uk/diseases/facts/osteoporosistreatment.htmAccessed 23 June 2006ONeill TW Varlow J Silman AJ et al 1994 succession and sex influences on fall characteristics. Ann Rheum Dis 53(11)773-5Peters JM Jarvis P et al 1991 Adult education Evolution and achievements in a developing field of study. San Francisco Jossey-Bass. Quote d by Bell and Gillett 1996Peters JM 1991 Strategies for Reflective Practice. In R. G. Brockett (Ed), Professional Development for Educators of Adults. San Fransisco Jossey Bass. Quoted by Bell and Gillett 1996Sicat BL 2004 Should postmenopausal hormone therapy be used to prevent osteoporosis? Consult Pharm. 19(8) 725-35SIGN 2003 Scottish extramural Guideline Network 71 management of osteoporsis.Small RE 2005 Uses and limitations of bone mineral density measurements in the management of osteoporosis. MedGenMed. 2005 May 97(2) 3Wigderowitz CA Rowley DI Mole PA et al 2000 Bone mineral density of the radius in patients with Colles fracture. Journal of Bone and Joint Surgery (British) 82B 87-91

Marketing Analysis and Planning at HSBC

food market placeing Analysis and Planning at HSBCThis report highlights the food market naval division of the HSBC reliance entry wag in India. The organisation segments the market on the basis of geographic locations and in view of income, lifestyle and demeanoral traits. The harvest-home has been majorly targeted to the existing clients of the posit and the shopaholics at the Westside caudex. The hope besides emphasises on increasing citation board-spends and customer satisfaction by offering distinct carrefour types and elite additional proceedss unlike its industry rivals. The imperfection image and service excellence of the organisation has positioned its recognize situateing concern note at an elevation.The merchandising mix schema executed by the bank coils strength to the market position of its address mailing. HSBC has designed its attribute card to satisfy the needs of every individual in the respective market segment by offering six different ca rd types. The demand for credit card is increasing in the country as more large number prefer plastic money all over hard cash. Hence, they are willing to pay the optimum price for the card usage. The massive presence of the entity gives an payoff over the competitors and provides convenience to the customers. The report also emphasises on the success of co marking association with the Westside store and the impelling marketing strategies implemented by HSBC.The consumer engages in complex get behaviour due to numerous similar harvest-tide options. The effective and efficient marketing mix implemented by the bank echoes positivity on the buyers behaviour towards the credit card. The ware satisfies the consumer needs and wants, cost, convenience and communication aspect enhancing the buyers inclination towards the product.Finally, the report critiques the marketing strategy executed by the organisation. It also sketches the key marketing facts and suggests future marketing pla ns which might help in accelerating growth.1.1 Description of the OrganisationThe HSBC group in India was founded in October 1853 when the Mercantile bank of India, China and London was naturalised in Mumbai. With the authorised capital of INR 5 million, the mercantile bank opened complexifyes in Chennai, London, Colombo and Kandy. By 1855, the bank expanded operations in Kolkata, Canton, Singapore, Hong Kong and Shanghai.The HSBC collection serves around 100 million customers worldwide through around 8,000 offices in 87 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of some USD 2,418 billion at 30 June 2010, HSBC is one of the worlds largest banking and financial services organisation. HSBC is marketed worldwide as the worlds local bank. (About us, www.hsbc.co.in)The HSBC Group is committed to the five core military control principles of slap-up customer service effective and efficient operations, strong ca pital and liquidity, prudent lending policy and strict expense discipline.2. The market segment of HSBC credit cardHSBC isolates the various broad segments indoors the market and follows segmented marketing. The company divides the market on the basis of creditability. It offers several card types to different market segment adopting clustered preferences.The chart below illustrates HSBCs bases for segmentingCUsersPrashantDesktopUntitledaa.jpgThe consumer market has been classified on the grounds of different geographical units i.e. states, cities and regions. The main focus is to target urban and sub-urban markets needs and preferences.With the economic growth in the country, in two ways income has become a common scenario in most families resulting in high spending power. HSBC divides the market on the basis of their income and the purchasing power, occupation and social class. grease ones palmsr under the common segment group may have different psychographic profiles bases per sonality and lifestyle. HSBC and Westside offer the co rated card that is designed to supplement the lifestyle and is regarded as mark of prestige and recognition.The consumer market has further been segmented on the basis of the buyers attitude, knowledge, usage and response to the product.2.1 Product TargetingHSBC targets the existing customers of the bank from Personal Banking, Assets and Investments and Personal pay Services (PLB, AIQ PFS) through open market acquisition bases their creditability. HSBC amalgamates its customer base, while amplifying revenue from within the existing customers by majorly increasing their spending on the card instead of hunting for new prospects. The bank can afford new cards, but not at the expense of non-performing assets (NPA). The bank majorly engages in cleaning-up on credit card portfolio and emphasis on retained growth.The bank also considers the credit cards for upgradation to superior card types bases the income criteria. The chart below shows the income eligibility criteria (GBP) for its card typesSource- www.hsbc.co.inThere is no income eligibility criterion for HSBC Premier credit card as the existing cards are upgraded to Premier bases card performance and creditability. Furthermore, HSBC targets the Westside store shoppers covering the in force(p) age group in the market. With the acceleration in urbanisation, the rise in customer density area is evident thus enabling efficient work of resources by reaching same number of consumers with minimum number of store outlets. The consumers are in the middle to high range income groups as the products in the store are moderately priced. HSBC assurance card operations, which keep a hawks eye on demographics, are swooping down on shopaholic consumers through the cobrand association with the Westside store.2.2 Market Positioning and Major CompetitorsHSBC has a competitive advantage over its counterparts as it engages in offering better, cheaper and newer products and services. It incorporates the customer-benefit approach and product-class approach in order to position its product overcoming the industry rivals.Major CompetitorsCitibank Credit CardStandard Chartered Credit CardSBI Credit CardICICI Credit CardAxis Bank Credit CardHSBC differentiates its credit card from its competitors bases four dimensionsProduct specialismThe HSBC credit card provides special features like fuel surcharge waiver and exclusive rewards programme. The petrol fuel surcharge waiver is an elite feature on HSBC credit card which undermines the similar product offered by the market competitors. The rewards programme on HSBC credit card gives bonus points to the cardholder on every purchase that can be redeemed for annual fees, gifts, gift vouchers, charities and JPmiles (Jet Airways Jet privilege account). Along with these features, HSBC Westside Co-branded card is packed with benefits from both the HSBC and Westside. The card offers privileges and superior savings for a memorable shopping experience unlike its competitors.The HSBC credit card is globally accepted at over 18 million establishments worldwide and over 1 lakh establishments in India. The card has access to cash, round the clock, at over 700000 ATMs worldwide. HSBC endeavours password protect payment facility on the Internet at no additional cost. Moreover, the card comes with the zero lost card liability after the loss of card has been reported to the HSBC.Service DifferentiationThe cardholder is provided with the usage and service guide along with the credit card to safeguard consumer from any misuse of the product. Moreover, HSBCs international connectivity gives it competitive advantage over a similar product available in the market.The post-sale service is also an integral aspect that a consumer looks for before buy a product. HSBCs introduce is to undertake that the customer get the best of service. The cardholder may contact the customer service channels i.e. phone bank ing service, email or visit the nearest HSBC branch for any probes. The quality of service offered by HSBC provides a brink to its credit cards market position over the industry rivals in the market.Image DifferentiationAn established brand name is the result of HSBCs continuous identity building programs and service excellence. The logo of the bank signifies that the doors of the Hongkong and Shanghai Banking Corporation are open for short letter. The symbolism of hexagon representing the six quadrants has an instant recognition and bagged a distinct place in the target customers mind. The same has also worked into brand advertisements in conveying the company personality.At the same time, the banks focus is to create a professional and elegant unified ambience across establishments. There is an exclusive Premier Service desk in selected branches to ensure extra comfort and convenience for its valued customer. The organisation has always believed in playing an active role in the community it serves. At HSBC, corporate sustainability is not mere generosity. It takes its Corporate Sustainability (CS) role seriously and helps create an environment where business and nature can flourish hand in hand.Its MicroFinance lending initiative launched in April 2005 has already benefited almost 9000 poor households in Andhra Pradesh giving them the hope of a sustainable livelihood. (HSBC, www.superbrandsindia.com)Majorly, all the banks offer similar offers and features in the product though it is HSBCs brand name that creates a difference.Personnel DifferentiationHSBC has a strong competitive advantage through hiring and training the better individual that its competitors do.The market segment by HSBC is commendable and targeting market bases financial stability is opt for the industry type as there is huge risk involved. Since, the Indian economy to an extent has healed from the recession the bank can initiate offering credit cards to new customer bases. The New to B usiness (NTB) consumer group can be arbitrated bases their credit history and financial stability within formulated limitations utilise forecast based risk management. Otherwise, the bank ensures service excellence, local presence and strong market position that undermines its rivals.3. merchandising undulate Developed by HSBC Supports Its Market Position for Credit CardHSBC devises marketing activities and instils the marketing-mix strategies to influence its business partners along with the prospect consumer. Marketing activities are aimed to create awareness, communication and deliver value to the consumer.3.1 ProductThe bank offers different product types for every consumer with different needs and wants. The core product benefit of the credit card is the 52 days free credit period for repayment of purchases. The credit card also comes with the cash advance facility wherein the customer can withdraw cash within the specified cash credit limit.The HSBC credit card types current ly in the market are as followsHSBC spotless credit cardHSBC Gold credit cardHSBC Platinum credit cardHSBC Premier credit cardHSBC Westside Cobrand Classic credit cardHSBC Westside Cobrand Gold credit cardWith the HSBC Credit Card the consumers can avail the Balance Transfer which allows them to transfer other credit card outstanding dues for repayment at lower interest rates. Furthermore, the HSBC credit card comes with the Loan on Phone facility to convert the purchase into easy instalments. The bank also has cobrand association with CPP Assistance Services Private Limited to safeguard the cardholders interest in event of card loss, theft and related fraud. The CPP (Card Protection Plan) shields the loss of cardinal cards valuable documents including the other credit, debit, ATM, membership or loyalty cards. Furthermore, the role shoppers can also apply upto three additional credit cards for their spouse, parents, siblings and children.3.2 equipment casualtyThe HSBC credit car d has been priced high compared to the most of the competitors in the market. The consumer does not hesitate to opt for the card at offered price considering the brand name and the additional features of the product. The bank charges annual fee towards the card usage which is levied to the cardholders account in the anniversary month and a joining fee on some card types that is levied at point of sale.From time to time, the bank offer cards with no joining fee and cards free from annual fee for life to select customers. The bank may offer 50% discount on the fee bases the creditability of the prospect and the existing customer.3.3 PlaceThe enormous International presence of the bank ascertains to be a marketing advantage. It endeavours easement of access to bank services to the cardholder even on an international travel. The existing customers of the bank (PLB, AIQ, and PFS) can operately approach any of the branches for credit card application. However, the bank has also establis hed various distribution channels across country i.e. Direct Selling Agents (DSAs) who feeds business for the bank under a mutual agreement.Moreover, the banks cobrand association with Westside store has concentrated the target prospect of the bank and enriched its local presence. The consumer can apply for HSBC Westside credit card by visiting any of the Westside store in the region. The Westside store has an enormous presence in the country that ensures that prospect consumers are at ease to reach the product.3.4 PromotionHSBC focuses on establishing sound communication with the consumer and implement Direct Marketing strategies. The bank advertises the credit card through various marketing heart and soul like Email Telemarketing, trade magazine advertising, hoardings, brochures and cobranding. The bank also attempts to create a positive image of the product to ensure word of mouth strategy works for the product. The Westside association has proved propitious for the bank in co nquering the target market base. The card is being majorly marketed by cobranding with other business partners (e.g. pizza hut, movie theatres) in form of discounts and coupons to existing cardholders. From time to time, the bank launches the cash back scheme on card usage or on purchases with associated business partners to retain the existing cardholders and lure the prospect. E.g. the bank is offering 5% -10% cash back on purchase using HSBC credit card with the merchandiser MakeMyTrip (India) Pvt. Ltd. (Travel Agency).The strategy of offering different product types expands HSBCs market horizons and also ensures convenience and sound communication. HSBC views email marketing as a vital component of their boilersuit marketing mix, enabling them to communicate with their customers in a highly targeted way.CPP insurance offered by the bank safeguards the consumer liability for misuse before reporting the card as lost. However, the bank can also offer a card type that requires a pa sscode on manual swipes like it offers secure pay for online purchases. This will provoke security and the bank would expand its customer base by geting the consumer group who do not opt for credit card due to the risks involved.4. Marketing Mix implemented by HSBC influences Buying Behaviour for its Credit CardAs the product is one time buy and is long-term association, the consumer engages in complex buying behaviour. The studies show that similar social class exhibit similar buying behaviour. The banks strategy to offer different product types influences the buyers behaviour to opt for the respective product types. The basic core product is identical to the similar product being offered by the industry rivals. However, the distinct product type and additional exclusive features associated with HSBC credit card allures the esteem-seekers who look for class, brand and snootiness. CPP insurance on the credit card safeguards the buyer from the perceived financial risk. Also, the EM I facility towards purchase is more likely to generate magnetizing effect on the buyer.This is also a well-known fact that in spite of increased interest rate and annual fee levied, the demand for credit card is rising.In the last decade in India, the usage of plastic money encouraged the young middle class to defy the Hindi dictum Dont stretch your feet beyond your sheet which is another way of saying, Live within your means. (The swipe and spend economy, p.4)Hence, the pricing strategy opted by HSBC has been quite successful to attract the target consumer who associate the product with prestige and reputation. The bank might fail to allure the consumers who look for cost benefit and whose interest is only in the cashless purchase and credit facility. However, the bank should offer a card type without any joining or annual fee with the core product benefit for full market coverage. Many people have a psychology to correlate the price of the product with its quality and brand name the costlier the better. Such consumers are likely to have positive approach while making a purchase decision.CUsersPrashantDesktopaaa.jpgThe 4 Cs associated with the 4 PsAs the HSBCs tagline goes the Worlds Local Bank the bank ensures the same substantiates to be true with its massive presence in the country and worldwide. The Marketing Mix variable Place has been designed by the bank as such it delivers customer benefit effectively. It provides ease of access to the consumers unlike any of the competitors in the Indian market. Hence, the contended comforters who ponder the convenience and service would consider the product over its substitutes. Thereafter, as the credit cardholders need continuous association and post-sale services, the self-actualizers would understand the benefit of massive presence of the entity.HSBC engages in personalized promotion through direct marketing that enhances effective communication with the consumer and develops loyalty and trust towards the bra nd. The Email and Telemarketing adopted by HSBC has been the wisest strategy to approach the existing customers of the bank. HSBC is a big brand name and a buyer will have a tendency to buy the HSBC credit card if the reference group or the influencer is currently using the same. The word of mouth strategy works well for these buyers. The family members or friends of the existing customers are likely to choose HSBC credit card over its rivals. The bank emphasises on associating with brands that is most popular by all in the target consumer group to expand its market horizon.There will be no market for product that everybody likes a little, only for products that somebody likes a lot. (Kotler.P, Marketing Management p.251)HSBCs association with popular brand develops a positive image for its product and the consumer having preference for the associated brand would develop positive image towards HSBC.5. ConclusionHSBC credit cards are among the most popular and top-rated credit cards in India. The product has been designed as per the market requirement and caters to the needs and wants of every individual with different product attributes, brand image and additional benefits. Furthermore, the bank focuses on operational excellence, customer intimacy and product leadership to enhance its market position over its industry rivals. The product is moderately priced and ensures convenience to the buyer. HSBCs cobrand association with Westside and collaboration with strong business partners creates positive buyers approach towards the product.

Creationism in Public Education Essay -- Religion

A hotly debated topic these past few years centers on the transmission line of life. Now more than ever, science and holiness are butting heads trying to come up with a conclusion, and one that public schools would teach to their students. Alex Rainert, meanwhile, reasons that both science and religion are engaged in the same project, to discover the origin of life (141). In short, one could violate describe the debate as a run between evolutionists and creationists. Both sides hold their well-founded arguments, but when one looks at the decisions of the courts, clearly only one side may win the battle when decision making biology curriculum in schools. Despite the overwhelming number of people in favor of teaching creationism in public schools, it may be better to leave science classes free from matters of religious belief.In 2004, Sharpes and Peramas report that nearly two-thirds of all Americans surveyed favored teaching creationism together with evolution in schools, a ccording to a poll organized by CBS Broadcasting (qtd. in Costley and Killins). Thus, it seems as if the public has bought into the fair play argument proposed by creationists. After all, why not have a place to teach equally credible theories of the origin of life in schools? (Eldredge 634). Chet Raymo, a noted science professor of physics and astronomy at Stonehill College, rejects this notion, stating, one might as well give equal billing to those who believe the Earth is flat since creationism stands on little factual ground (156). At any rate, the U.S. Supreme Court illustrates that teaching creationism puts pressure on minorities to conform to the obviously favored religion when the power of the government backs up the theory (qtd. in Anti-Defamation League ... ...ligionWill Transform Your Life and Our World. New York Penguin Group, 2007.Print.Eldredge, Niles. Creationism Isnt Science. The Conscious Reader. 6th ed. Ed. D. Anthony English and Eben Ludlow. Needham Heights Simon & Schuster, 1995. 633-638. Print.Hickman, Cleveland Pendleton. Integrated Principles of Zoology, sixth edition. St. Louis The C. V. Mosby Company, 1979. Print.Of Darwin, Dover and (un)intelligent design scholar says the future of scienceand Church-State separation--are at stake in the creationism/evolutionconflict. Church & State 62.2 (2009) 10+. General OneFile. Web. 23 Feb.2012.Rainert, Alex. Creationism V. Evolutionism in Americas macrocosm Schools. Cooke 138-41. Print.Raymo, Chet. Skeptics and True Believers The Exhilarating Connection BetweenScience and Religion. Walker Publishing Company, Inc., 1998. Print.

The Dangers of Conformity in Bartleby, the Scrivener and A Very Old Man

The Dangers of Conformity in Bartleby, the copyist and A Very Old Man with Enormous Wings Authors bottomland use various concepts to enhance or dictate the progression of their contrive. Ambiguity is one such tool that has the power to influence a story. In Bartleby, the Scrivener and A Very Old Man with Enormous Wings, Melville and Marquez utilize ambiguity to develop their storys theme. Both authors focus ambiguity around the main characters in the stories to pick apart the rigid rules of dusts in society. Melvilles use of ambiguity in Bartleby is extreme and prevalent throughout the story. He introduces the reader to the narrators office before Bartlebys arrival to explain the useable system that exists before Bartleby. The reader gains knowledge of the narrators two copyists and is able to see that despite problems that each man poses, the narrator is able to control these idiosyncrasies. Nevertheless, as he (Turkey) was in many ways a most valuable person to me, and all the time before twelve oclock, meridian, was the quickest, steadiest creature, too, accomplishing a great deal of work in a style not easily to be matched - for these reasons, I was willing to overlook his eccentricities, though, indeed, occasionally, I remonstrated with him (545). But, with all his failings, and the annoyances he caused me, Nippers, like his compatriot, Turkey, was a truly useful man to me wrote a neat, swift hand and when he chose, was not deficient in a gentlemanly sort of deportment (546). Throughout the text, Melville is really verbose in describing each mans peculiarities and we can recognize that the narrator is tolerant of such quirks. The narrator is understanding o... ...re able to comment on the harmful make that a closed system can pose. Though each authors ambiguity centers on the main characters, the characters serve different roles in the stories. Bartleby exists in the rigid system that Melville criticizes, but then rej ects the system to demonstrate the dangers of conformity. The old man with enormous wings, however, is never a part of the closed system that society belongs to. He only if serves to exemplify the inconsistencies in peoples faith. Both stories encourage the reader to challenge the restrictions of rigid rules. Works Cited Garcia Marquez, Gabriel. A Very Old Man With Enormous Wings. The Norton Introduction Literature. Ed. Jerome Beaty.N.Y. W.W. Norton and Company, 1996.525-529. Melville, Herman. Bartleby and Benito Cereno. capital of Delaware Publications, Inc. New York. 1993. Pgs. 1-34