Small War In The Context Of Law Empire Essay Example | Topics and Well Written Essays - 1250 words

Small War In The Context Of Law Empire - Essay Example The small war also comprises of campaigns aimed to subdue the existing guerrillas’ warfare and rebellions in different parts of the universe. In these areas, several soldiers and other defense forces have been deployed to fight back the militants or rebels who are cowards and do not have the courage to battle with militaries in open ground or field. Therefore, small war can be said to involve operations that are extremely unreliable and unpredictable as far as their scope and conditions are concerned. In the real sense, small war can be termed as a civil war in a nation or a civil wrong resulting from feuds and conflicts that prevail in a group or between groups in the society. Most of the people perceive small war as a turning point in the establishment of societal values and concepts. The scope of a small war entails organization of soldiers for irregular warfare information that is very valuable and important in defeating the enemy. The military logistics arrangements are e xhaustively dealt with and in detail. These logistic arrangements include communication lines, transport, and the supply system. In respect to strategies and tactics in place, a sketch of the rules, practice and the principles of a small war is established which will govern the conducts of armies while in war operations against the enemies. In small wars, it very significant to learn the varying hostile mode of war to a certain extent and get conversant with the possible war circumstances to prevail in the course of the battle. The military records have proven that the hostile mode of small wars differs from one battle to another. Therefore, a prior war study will help to come up with suitable strategies and tactics that will assume all forms of war. In a small war, the warring sides tend to have contentious issues that range from economic issues to social issues.

Argumentative on immigration Essay Example | Topics and Well Written Essays - 250 words

Argumentative on immigration - Essay Example supports multiculturalism, notions of racism are suppressed and culturally diverse consumers use the product, which potentially increases the volume of consumers. Business entrepreneurs are able to maximize their profits by offering work to the immigrants. Immigrants normally accept to work at pays considerably lower than what are offered to the local people. Although the pays are lower than usual, yet they are considerably higher than what the immigrants would get in their homelands. So they happily accept to work, and the owners are able to save the money. Immigration strengthens the economy of poor countries. Immigrants send a major portion of the money earned to their families in their homelands. The remittance is a potential means of strength of a nation’s economy. Many countries have benefited from the income of people who seek work outside their home countries. Immigration offers a lot of advantages both to the immigrants, the country they immigrate from and the country they immigrate to. Some of the obvious advantages of immigration are multicultural marketing of products, increased profitability of business and strengthened economy of poor

Difference between Culture Industry and Creative Industry

Difference between Culture Industry and Creative Industry Introduction The culture industry and creative industry have both been frequently mentioned in the last few years, sometimes separately and at other times interchangeably. Communities have always been proud of their cultures. The advent of technology and innovation has been combined with the culture and thus there is promotion of culture but with some economic gain which has contributed to employment and economic growth, thus providing a holistic approach towards the integration of culture, technology and economics. Creative industries add the concept of creativity in the integration of culture, economics and technology. Though the concept of creative industries is still very new, the industry has experienced substantial growth in the last few years. Creative industries generated an estimated income of US$424 billion in 2005 (Basu, 2005). The industry has provided job opportunities to millions of people all over the world, employing more than 6 million (Kunzmann, 2007). This paper will analyze the difference between the culture industries and the creative industries and the impact of economization of culture on conditions of labor in the creative industry. Creative industry includes a variety of industries with the advertising industry being one of them. This paper will use the advertising industry as an example in analyzing the impact of economization of culture on labor in the creative industry. Difference between the Culture Industries and the Creative Industries Culture Industry Cultural industries are those economic activities that produce tangible or intangible artistic and creative products and which can be exploited to generate wealth through exploitation of cultural assets. UNESCO defines cultural industries as those goods and services that combine creation, production and commercialization of contents which are intangible and cultural in nature. These industries use creativity, cultural knowledge and intellectual property to produce products and services with social and cultural meaning (UNESCO, 2010). The one distinct feature in cultural goods and services is that they encourage culture by promoting and maintaining cultural diversity and enhance democracy in accessing culture. Each society has its own culture which is expressed in the peoples values and identities. Recently this culture has been amalgamated with creativity and economics and thus coming up with creative economy. Creative economy combines economics, culture and modern technology. This concept should be used in forming strategies that are results oriented in the developing countries. According to OConnor, the culture industry became more meaningful after integrating with the modern systems of monopoly capitalism. Before this, culture had been considered as just a status symbol, or as a form of decoration. Views changed and culture was being considered as an economic resource worth of attention from the policymakers. It was seen as a potential tool for economic development and employment creation and one which could be used for tourism purposes as well as creating an image for the community. Cultural industries are characterized by some of these features (Kunzmann, 2007); they are small firms with low or average wage rates. In most cases the providers are self employed and they experience high levels of job satisfaction. They have flexible working hours and a low degree of unionization. The providers get their customers through high network integration and hence a high consumer dependency. Creative Industry Different regions have different meanings and classifications of creative industries. These meanings have been structured and classified to form four models, the UK DCMS model, Symbolic text model concentric circles model and WIPO copyright model. Creative industries are economic activities that are based on an individuals skills and talent whereby the talent is exploited and generated to create wealth and to develop intellectual property. The basic inputs in these industries are creativity and intellectual capital, while the end products are tangible goods and intangible intellectual property or artistic services. These end products have original creativity, economic value and an objective to meet the market demand. Creativity includes coming up with original, imaginative, ideas in art, cultural products and scientific creations, and coming up with end products that are inspiring and inventive. Creative industries form a creative economy, (United Nations, 2008). According to the United Nations Conference on Trade and Development (UNCTAD) creative industries are divided into four groups, the arts, heritage, media and functional creations. Creative economy helps in creating jobs and promoting exports, cultural diversity, and thus contributes to the growth of the economy. It allows for the amalgamation of economics, cultural and creativity which is combined with technology, intellectual property and tourism objectives to result to a creative economy. It has a macro and micro effect on the economy. The market structure is diverse and can be artistic individuals, small scale businesses and even big multinational companies. The creative businesses experienced an 8.7 percent growth rate between 2000 and 2005. In 2005 the goods and services contributed to 3.4 percent of the world f with gross earnings of $424.4 billion. In 2003 the industry employed 5.6 million people in the European Union countries. Creativity is used in the interaction of the other four forms of capital, social capital, cultural capital human capital and structural or institutional capital leading to what is now known as the 5cs. The industry is being regulated under the Intellectual Property Rights, i.e. copyrights, patents or trade. The problem with the IP is the fact that they favor advanced countries and the developing countries have to agree to these terms. Difference between Creative Industry and Culture Industry The difference between creative industries and cultural industries is distinct and at times the two have been used interchangeably. Creative industries are centered on cultural industries, but not restricted to them. The one way to differentiate cultural product and services is that they may have a cultural characteristic that is not measurable by monetary terms. There is a value attached to the products or services both by the producer and the consumer. This value maybe that the product being used as a source of identity for the specific community. The difference ca also be found in that when producing cultural products, it requires, a human activity input, they are symbolic and they are used in passing a message, and there is potential for intellectual property that is unique to whoever is producing it, be it be an individual or the group. Since there is creativity in the cultural goods and products, it can be said that they are a subset of creative goods and services and yet taking into consideration that creative goods and services cover a wider range of products. Creative goods do not have a unique cultural value in them. When used distinctively, creative products and services are only meant for commercial purposes, but they need creativity to be produced. This may include fashion designs and software creation. In contrast to culture industries, creative industries are mainly big or middle size companies. They pay high salaries especially to their senior staff. The organizations in the creative industries have fixed official working hours for their employees. Examples of cultural products include artwork, musical performances, literature, film, television and video game (Kunzman, 2007). On the other hand, the creative industries include the arts, media (film, tv, and radio), music, advertising and publishing, architecture and design, software development and digital media design. The Impact of the Economization of Culture on Conditions of Labor in the Creative Industries, (Advertising Industry) Economization of Culture Economization of culture refers to making the best of culture to achieve the best effects economically or otherwise. The culture of economics is the analysis of the cultural sector, and involves assessment and organization of the cultural industries, both creative and performance heritage, whether they are publicly of privately owned. In this aspect, culture is seen as a production or a commodity for consumption by the public, who are taken as the consumers. Economization of culture results from the increase in the volume of capital from cultural products through the markets. In turn there is marketization of culture (Mestrovic, 2004). It means letting culture content is to influence the commodity production. The culture gets financial support as this financial support is justified by the economic gains it will bring back to the society. Culture economics involves the interaction of creativity, cultural policies with technological and trade policies. Creativity refers to formulation of new ides which are applied together to create an original work of art and cultural products, functional creations, scientific inventions. Creativity has an economic aspect to it as it involves generation and exploitation of this creativity and generates economic benefits to the creative entrepreneur. This creativity leads to innovation which boosts productivity levels leading to an increase in economic growth and job creation. Creative economy has evolved from recognizing that there is a way that culture and economy can be merged and that both can be utilized for development purposes. As a result of the countries that use creativity in their culture for economic purposes also help in preserving their own culture, informing others about their cultures as well as earning from this culture. Thus it helps in cultural diversity, promoting social inclusion as well as enhancing human development. It leads to creative class, creative entrepreneurs, creative cities, creative clusters, networks and creative districts. Creative economies drive the economy through technology through multimedia and telecommunication, demand for the creative products and fueling of growth in tourism. The creative economies also drive the economy by creating innovative ideas that help in organizations remaining competitive (Hartley,2005). It is the responsibility of each country to set its own policies in regard to the promotion of creative economies. However the UNCTAD has a mandate to assist governments in formulating their policies and especially for developing countries. One of the creative industries is the advertising industry. The advertising industry includes production of advertising materials, PR campaigns, creation of advertisements and promotions, consumer research and insights, media planning, buying and evaluation and management of client marketing activity and communication plans. Advertising has been affected positively by the development of creative economy. Advertisements will be directed to potential customers and to attract the customers, advertisers have to be creative and at the same time respecting the culture of the people. Creative economy has therefore have had a big impact on advertising where creativity, culture and the economy are merged and used effectively through creative advertisement through the media, publishing and over the internet. In addition to this, creative industries are expected to continue to grow and thus create employment. This will be created by the increasing demand for cultural products and services (Euro pean Commission, 2010). The creative industries have contributed to the growth in employment and especially since the industry is labor intensive. There is however some difficult in measuring the effect of advertising on the labor sector brought about by the differing definitions and categorization of creative industry. The industry employs copywriters, those who create drawings, photographers, painters and market researchers. There are more jobs to choose from and in some cases, there is flexibility in the working hours making them more dynamic. In the US the industry had employed about 416,300 people in August 2009, after facing a decline resulting from the global financial crisis. The industry had employed 478,600 in October 2007. In the US the industrys wages make almost 44 percent of the nations total revenues (Kirchhoff, 2009). The advertising industry has a major impact on the labor markets. In the UK, the advertising industry generated an income of  £15.988billion net of VAT IN 1998 while the rest of the creative sector reported  £13 billion. In the 2000, the sector employed 92,800 people (Svob-Dokic, 2005). In the US the industry accounts for 2% of the countrys output (Kirchhoff, 2009). Another effect of creative industries and advertising is the fact that in most cases they make use of modern technology and machines. This has had both a positive and negative effect in employment. The positive effect is that the employee works at a first rate thus getting time for leisure or time to pursue other interests. The impact of creative industry on the labor market will depend on the policies set by the government. A government that supports the creative industry will be way ahead in creating employment. In addition to this there should be policies on the structures of employment to minimize on the insecurities in the advertisement industry and creative industries in general. In so doing the government will help in tapping the unexploited labor (Mestrovic, 2004). There is high potential for growth in the creative industries including in advertising (European Commission on culture, 2010). The government or the relevant authorities should ensure policies that avoid exploitation of those who invent the products and services. In addition to this, the advertising industry can be used to erode culture through advertisements which are against the culture of the natives or through advertisements that may be discriminative in nature. This may lead to bans by the authorities which may lead to some people loosing their jobs. In most creative industries labor is disorganized. This results from the fact that it is a young industry and which has not yet identified itself with the trade unions. According to Lovink and Rossiter (2007) the creations of creative industries have contributed to the erosion of the trade unions. Most of the people employed in this industry are young people. There is a possible feeling of insecurity in this industry, since the employees do not have the trade unions to defend their needs, thus creating social insecurity. Most of the employees are self employed or are temporarily employed adding more to the feeling of insecurity. The sector employs people on contract or temporary basis thus a lot of insecurity involved. In the EU countries, 18 percent of employees in the culture industry were temporarily employed. 29 percent of those in the culture industry in the EU countries are self employed (Svob-Dokic, 2005). Another negative effect of advertising has impacted on employment is that being a creative activity it employs modern technology and machines and thus creating unemployment to a number of people which results from the fact that the machines work at a faster rate than humans. Conclusion The amalgamation of culture, economics and technology has resulted to the growth in creative industries. There are many benefits that may result from the continuous growth in this industry. Creative industries assist in preserving peoples culture while at the same time earning income for the providers of these goods and services. The relevant authorities should come up with policies to protect their citizens from exploitation and to provide any other resources that may be required to ensure a stable growth in this industry. Since each country holds different cultures, there cannot be a global policy in the creative industry; it is the responsibility of the government to put into place strategies that are relevant to its people. The industries growth will lead to employment. As it has been noted there is instability and insecurity in employment in the creative industries. The government should include policies to address this in its strategy. These strategies should be reconciled to other national policies for the country. In the end, the creative industries will create jobs, generate income, and promote social inclusion, cultural diversity and human development.

Surfing :: Informative, Expository

Surfing The intent of this paper is to introduce the reader to surfing. There are many things to learn about surfing such as its history, surf gear, and safety hints.   Ã‚  Ã‚  Ã‚  Ã‚  Surfing is a water sport that involves planing, â€Å"in a controlled way,† on the sloping portion of a wave as it moves toward shore. The most basic form of the sport is body surfing. It is done without a board. A person first swims toward shore â€Å"to equal the wave speed.† Then the person stiffens the body in order to â€Å"plane† on the front of the wave. Surfing is basically the same as body surfing. The only difference is, instead of stiffening the body, the surfer must stand on a surfboard.   Ã‚  Ã‚  Ã‚  Ã‚  In the middle 1950's, surfboards were made of heavy wood. They were handmade and required alot of sanding and filing to make the boards smooth. Today's surfboards are manufactured in a factory using light balsa wood or fiberglass and polyurethane. An added benefit of using these materials is a great reduction in the weight of the boards.   Ã‚  Ã‚  Ã‚  Ã‚  Surfing is becoming more popular each year. For safety, new surfers must be good swimmers. Boards should be checked for cracks and slivers before each use. All surfers should check the water conditions posted at the life guard station before entering the water. Surfing should only be done during the daylight hours and when other people are present. A new beginning surfboard costs $50.00 to $70.00. A helpful device is a leash which attaches around the wrist with velcro to the board. In this way, the board will not drift away from the surfer. A good leash costs $7.00 to $11.00. Surfers might also want to

Elementary Education Essay

Thesis: Elementary teachers may not have highest income, but they have one of the most fulfilling careers. Introduction: When thinking back to elementary school, what most people remember the best, are the teachers they had along the way. Elementary teachers not only introduce their students to the basic concepts of core subjects, they also help pave the path to each student’s future success. While the income may not be the highest available, watching students develop a new skill or grow an appreciation for learning can be very rewarding. I. What is the role of an elementary school teacher? a. Elementary teachers play an important part in not only the intellectual development but also the social development of their students. What students learn at a young age can affect the way they see themselves, others, and the world later in life. b. Elementary teachers have the responsibility of introducing their students to the core subjects of mathematics, language, science, and social studies. II. Education, Training, and Certification c. The normal route to becoming a teacher involves receiving a bachelor’s degree from a teacher education program, then obtaining a license. Teachers in private schools are not required to be licensed. d. Each state honors its own individual certifications. However, The National Board for Professional Teaching Standards offers a voluntary national certification, which is also honored by each state. Having a National Boards certification usually results in a higher income. III. Salary and Employment e. Teaching salaries vary by state, experience level, and location. f. Elementary teachers hold about 1. 5 million jobs. Employment is projected to grow about as fast as average, increasing 7-13% from 2008 to 2018. Elementary Education: Shaping the Minds of the Future When thinking back to elementary school, what most people remember the best, are the teachers they had along the way. Elementary teachers not only introduce their students to the basic concepts of core subjects, they also help pave the path to each student’s future success. Education to become a teacher is long and tedious, and while the income may not be the highest available, watching students develop a new skill or grow an appreciation for learning can be very rewarding. Because there will always be a need for education, even with the recent budget cuts, teaching jobs will always have to be available somewhere. Elementary teachers play an important part in the intellectual development as well as the social development of their students. The education of young children can affect the way they view themselves, other people, and the world, and their success throughout life. Usually, one elementary teacher will teach several subjects to one class, of about 20 students. However, some will work in teams with other teachers, depending on the type of school (â€Å"Career Information: Elementary School Teachers. †). Teachers are faced with the responsibility of nurturing their students as well as their education. In the early years of elementary school, teachers introduce their students to the concepts of reading, writing, and counting. In the later years of elementary, teachers have the task of introducing the concepts of mathematics, language, science, and social studies. Teachers also have multiple behind-the-scenes duties. Teachers have the duty of creating daily lesson plans based on state requirements, assigning homework and making tests. They must keep records of grades made on homework assignments and tests. Teachers develop the materials that help students learn solving and reasoning. They also meet with parents of their students to discuss progress, lack of progress, and any discipline problems that may be occurring (â€Å"Elementary School Teachers. â€Å"). The traditional education route to becoming an elementary teacher involves earning a bachelor’s degree from a teacher education program, and then earning a license. A teacher’s education program normally includes courses such as the general mathematics, physical science, social science, music, art, and literature, as well as prescribed professional education courses, such as psychology of learning, and teaching methods. Normally, 4-year school schools require students to wait until their sophomore year before applying for admission to teacher education programs. Teacher education programs also require students to perform a student-teaching internship. It is not required to graduate from an accredited teacher education program to become a teacher, but it will make fulfilling license requirements easier. After receiving a bachelor’s degree, one should obtain a license from a teacher education program. The State Board of Education or a licensure advisory committee grants licensure. Teachers earn their degree in five different categories: the early childhood grades (preschool through third grade), the elementary grades (grades one through six or eight), the middle grades (grade five through eight), a specific secondary subject, or a special subject, such as music. Teaching in private schools does not require a license. The requirements for regular licenses vary by state. Each state individually issues and honors their teaching licenses. However, The National Board for Professional Teaching Standards offers a national certification. All 50 states honor this certification, and in some cases, teachers will receive special benefits for this certification. These benefits can include higher salaries, and reimbursement for continuing education and certification fees (â€Å"Teachers – Kindergarten, Elementary, Middle, and Secondary. â€Å"). The salaries of teachers can vary by school location, teacher experience, and level of education. Public school teachers in elementary schools earn an average of $47,602. Private school teachers earn anywhere between $43,580 and $48,690. However, there are a few ways to increase a salary. Teachers have the option to teach summer school, sponsor or coach extra-curricular activities, or take on other extra duties at the school. Despite being on the lower end of income, teachers do have a non-monetary compensation of fulfillment, while watching their students develop new skills and learn new concepts (â€Å"Teacher Career Salary Expectations. †). Elementary teachers hold around 1. 5 million jobs. As well as affecting a teacher’s salary, the subjects and grade levels one is capable of teaching, and location can affect job opportunities. Jobs in inner cities and rural areas will be easier to find compared to the suburban districts. Minority teachers will be in higher demand because of an increase in minority enrollment, and the lack of minority teachers. Due to a greater public interest in education as well as better pay prospects, the supply of teachers is expected to grow, and employment is expected to grow as fast as average, increasing 7-13%, in the next six years (â€Å"Career Information: Elementary School Teachers. †). Teachers will always be able to find jobs due to the fact that there will always be a demand for learning. Elementary teachers make a huge impact on the lives of young children. Some teachers are remembered as role models; some are remembered as more of a parental figure, and some may just provide fond memories. Either way, they are an important part of each student’s life. They help their students develop important skills that will lead them to success in their future. Works Cited â€Å"Career Information: Elementary School Teachers. † Campus Explorer. 2012. Web. 15 Jan. 2012. . â€Å"Elementary School Teachers. † Oklahoma Career Information Center. 2011. Web. 12 Jan. 2012. . â€Å"Teachers – Kindergarten, Elementary, Middle, and Secondary. † U. S. Bureau of Labor Statistics. 17 Dec. 2009. Web. 12 Jan. 2012. . â€Å"Teaching Career Salary Expectations. † EduDecisions. com. Web. 12 Jan. 2012. .

Bite Me: A Love Story Chapter 22

22. Meeting at the Palace RIVERA They traded in the Ford at the city motor pool for one that had a Plexiglas divider between the front and rear seats. Cavuto's knees were pressed against the glove compartment, since the seat didn't adjust, but it was worth the trade-off. It turned out the organic dog biscuits that Rivera had bought gave Marvin gas. He now had his own little glass partition in which to exhaust, and the inspectors drank their coffee relatively free of doggy stench. â€Å"I don't sleep well during the day,† Cavuto said. â€Å"Roger that,† said Rivera. â€Å"I feel like I've been up for a week.† He dialed his messages, then looked at his partner. â€Å"Fifteen unplayed messages? Are we out of the service area or something?† â€Å"You turned it off when we were zeroing in on that litter of dangerous kittens.† Rivera tried to drink his coffee while handling the phone and ended up pulling the car over to the curb. â€Å"They're all from the Emperor. Something about a ship down at Pier Nine being full of old vampires.† â€Å"No,† said Cavuto. â€Å"There are no more vampires until I've had two full cups of coffee and a healthy piss. That's my personal rule.† Cavuto keyed the radio and checked into dispatch. They did most of their communications by cell phone these days, but there were still rules. If you were a rolling unit, dispatch needed to know where you were. â€Å"Rivera and Cavuto,† said the dispatcher. â€Å"I have you guys tagged to call if there are any cases of cats attacking humans, is that right?† â€Å"Roger, dispatch.† â€Å"Well, live the dream, Inspector, we have report of a giant cat attacking a man at Baker and Beach. We have a unit on the scene reporting nothing.† Cavuto looked at Rivera. â€Å"That's the Palace of Fine Arts. The Marina is new territory.† â€Å"There might not be anything now. The uniforms don't know to look for clothes with dust and I don't want them to. Tell them we're on the way.† â€Å"Dispatch, we are responding. Tell unit on scene that we'll take care of it. Part of an ongoing investigation of a 5150 making false reports.† Cavuto grinned and looked at his partner. â€Å"Nice improvisation.† â€Å"Yeah, but I think this cat might be out of the bag, Rivera.† â€Å"I hope not.† They rolled up to the great faux stone classical dome, the only building left from the World Exposition of 1911, when San Francisco was trying to show the world that it had recovered from the earthquake of '06. The uniform unit was on the far side of the reflection pool, standing by their squad car. Cavuto waved them on. â€Å"We got this, guys. Thanks.† What there wasn't, was a huge shaved vampire cat attacking a guy. â€Å"You think it's a hoax?† asked Cavuto. â€Å"Pretty outrageous coincidence if it is.† Cavuto got out of the car and let Marvin out, who waited for his leash to be attached, then dragged Cavuto over to a tree by the pond to have a wee. Swans who had settled under the trees for the night stirred and gave Marvin dirty looks. â€Å"Nothing here,† said Cavuto. â€Å"Marvin's not doing his signal thing.† Rivera's phone chirped and he looked at the screen. â€Å"It's Allison Green, the creepy little Goth girl.† â€Å"If she called this in I will put her in Juvi overnight.† â€Å"Rivera,† Rivera said into the phone. â€Å"Turn your sun jackets on right now,† she said. â€Å"Right fucking now, both of you.† Rivera looked at Cavuto. â€Å"Turn on the LEDs on your coat, Nick.† â€Å"What?† â€Å"Do it. She's not fucking with us.† Rivera hit the switch on the cuff of his sun jacket and the LEDs came on blindingly bright. A few blocks away they heard a man scream. Marvin barked. â€Å"Oh, trs bon, cop. Byez,† Abby said. The line went dead. â€Å"The fuck was that about?† said Cavuto. ROLF Rolf was actually looking forward to shooting someone. After hundreds of years, you get bored with killing, with hunting. The three of them had gone through cycles of stealthy killing of the unwanted, to outright slaughter of whole villages, to long periods where there was no killing at all. But it had been fifty years since he'd actually had to shoot someone. The change of pace was nice. Of course, it was messy, bodies, waste of good blood, but better that than having policemen running around telling people about them. No matter what kind of debaucheries they had indulged in over the years, and there had been many kinds-these too went in cycles-the one rule they held fast to was â€Å"stay hidden.† And to stay hidden, you couldn't permit yourself to get so bored that you didn't care about living. Well, surviving. Maybe it was just the two cops from last night. Elijah, in a rare moment of lucidity finally admitted that there were only two policemen that he knew of, and because they had taken money from the sale of the old vampire's art collection, they did not want the secret known. Clearly though, they were beyond their depth with the cats. He and Bella had made short work of the smaller cats. They used rapid-fire pellet guns, nearly silent, that fired pellets containing a liquid that destroyed vampire flesh on contact-a heinous, herbal mixture that someone in China had discovered hundreds of years ago. A weak UV light on the front of the weapons held the animals in solid form long enough for the pellets to impact. The pellets would injure a human vampire, but they were devastating to a feline. The Chinese had somehow tuned it to the cats. They had used the mixture to contain every outbreak since its discovery. Rolf remembered firing it from crossbows. Rolf keyed his cell phone, then called the emergency number and reported a man being attacked by a giant cat. Then he set up the bipod on his rifle, zeroed the twenty-power scope in on one of the swans under a eucalyptus tree, and lay down to wait. Seven minutes later the police cruiser arrived. They were both fresh-faced young men with bright pink life auras. From his rooftop, four blocks away, Rolf could just make out the squawking of their radios. They knew nothing. They panned their flashlights under the bushes surrounding the pond, and he watched them shake their heads to one another. Seventeen minutes after the call, the brown unmarked car pulled up and Rolf relaxed into his shooting posture. These were the two from the night before. The big red dog. The dog looked his way, briefly, then dragged the big cop down to a tree by the pond. He put the crosshairs on the thinner cop's face. But no, a headshot was arrogant. He had to make two shots, very quickly, so he would go for the center of their bodies. Shoot the thin cop first, then pan to the big one. A bigger target. Even if his first shot didn't kill him, it would drop him. He waited, waited for them to get clear of the car and the cover. The thin cop was walking toward the other one, then stopped to take a phone call. Rolf put the crosshairs over his heart and began to squeeze the trigger. Then the entire side of his head seemed to explode with pain and he screamed and grabbed at the flames that were shooting out of his empty eye socket. TOMMY â€Å"Are we doing this right?† Tommy asked. They were several blocks behind Rolf, who was moving so smoothly and easily through the Marina district that Tommy would have thought he lived there and was out for his evening jog. Except that no one in the Marina would be wearing a black duster. It would either be cashmere or Gore-Tex, business or fitness. The Marina was a rich, fit neighborhood. â€Å"We're following him,† said Abby. â€Å"How many ways can you do that?† Jody was leading them. She held up a hand for them to stop. The blond vampire had stopped at the corner of a four-story apartment building and was scaling it using just the space between the bricks as handholds. Tommy looked around and spotted a flat-roofed building down the alley. â€Å"That one has a fire escape. We'll be above him, we can watch him.† â€Å"I don't think watching is going to be enough,† Jody said. â€Å"He looks badass,† said Abby. â€Å"He's watching those cops over at the Palace.† â€Å"He won't just shoot a cop,† said Tommy. â€Å"Why would he shoot a cop?† â€Å"Plain clothes unit pulling in,† Jody said. â€Å"It's Rivera and Cavuto.† â€Å"And Marvin,† Abby said. â€Å"He knows they know,† said Tommy. â€Å"We need to go,† Jody said. â€Å"Abby, you have Rivera's number?† â€Å"Yeah.† â€Å"Call him. Give me that laser thing.† â€Å"The light from their jackets magnified through the scope will work,† Tommy said. â€Å"Let's go.† Jody ran to the edge of the roof and stopped. Abby hopped on her toes. â€Å"Spider-Man it, Countess.† â€Å"No fucking way,† Jody said, looking down just as Tommy ran by her and jumped across the alley to the next building. They were coming across the roof of a building a block away when they saw the side of the vampire's head ignite and heard him scream. He rolled away from the gun, clawing at his face. â€Å"Too far,† Jody said. The final gap between roofs was over a full street, not an alley, and they were a floor lower than the blond vampire. â€Å"Down.† Without thinking, Tommy jumped, then said, â€Å"What the fuck did I just do?† He landed on the balls of his feet and went down to crouch, catching himself just as he was about to drive his knee into the concrete. He looked up. Jody was still on the roof. â€Å"C'mon, Red, I'm not going up there alone.† â€Å"Fuck, fuck, fuck, fuck, fuck,† she said, and then landed beside him and rolled. When he saw she wasn't hurt, he said, â€Å"Graceful.† â€Å"He's getting up,† she said, and she pointed at the next building. Tommy knew if he thought about it, he'd never do it, so he just started climbing up the corner of the building as fast as he could. He'd done this before. He didn't remember it, but his body did. Climbing the wall like a cat. Jody was right behind him. As he reached the top of the wall he stopped and looked back. â€Å"Sunglasses,† he whispered so faintly that only someone with vampire hearing would hear. He wedged his right hand between the bricks, then reached into his shirt pocket, flung open the sunglasses, and put them on. He couldn't climb with the laser in his hand. He'd have to clear the top, then grab the weapon out of his pants pocket. Jody had her glasses on, too. She nodded for him to go. He coiled, and sprang to catapult himself over the edge of the wall, but in midair a bright light went off in his head and he felt himself spinning, then a bone-crushing impact on the ground. Something had hit him, probably the rifle butt. He rolled over and looked up the wall. Jody was still clinging there, six feet below the edge, too far to be hit with the rifle. The blond vampire, his face charred, was turning the rifle, working the bolt. He was going to shoot her in the face. â€Å"Jody!† He saw her let go with one hand, reach for the small of her back, then there was another blinding light. He'd lost his sunglasses during the fall. Something splatted beside him on the pavement. He could smell burned flesh, and blood. â€Å"You okay?† she said. He felt a hand on his face. â€Å"I'm kinda blind. And I think I have a couple of broken ribs.† He blinked the blood tears out of his eyes, then saw something dark, circular on the pavement. â€Å"What's that?† â€Å"That's the top of his skull,† Jody said. Footsteps, then Abby was there. â€Å"That was awesome. Gruesome, but awesome. You were amazing, Countess.† â€Å"Not feeling all that amazing.† â€Å"You probably should drink some blood, Tommy. You're kind of fucked up.† He took the plastic blood pack from her and bit into it, draining almost the whole pint in seconds, feeling his bones and skin knitting together. Then Abby snatched it away from him and started drinking herself. â€Å"I feel like death on toast. I probably shouldn't have eaten that pigeon.† MARVIN Marvin ruffed three times fast, â€Å"Biscuit, biscuit, biscuit.† Then, as he pulled Cavuto around the corner and smelled the fourth dead one he ruffed again. â€Å"Another biscuit.† Then, mission accomplished. He sat. â€Å"Marvin!† Abby said. She dropped the empty blood bag and scratched between his ears, then fed him a Gummi bear. Rivera came around the corner with his Glock drawn. Jody stood, reached past the gun, and snagged the battery out of the cop's inside pocket. Abby did the same to Cavuto, who leveled a long orange Super Soaker at her. â€Å"Really, Ass Bear?† she said. â€Å"Really?† She snatched the squirt gun out of his hand and backhanded it a full block down the street where it shattered. â€Å"I have a gun on you, Missy,† said Rivera. â€Å"Biscuit,† Marvin ruffed. Clearly there are three dead people here and part of a fourth, and biscuits are in order. Jody snatched Rivera's Glock out of his hand so quickly he was still in aiming position when she popped the clip out of it. Cavuto started to draw the big Desert Eagle and Abby caught his arm and leaned in close. â€Å"Ninja, please, unless you're going to use that to take your own life out of humiliation for the squirt gun, just let it go.† She turned and looked at Tommy, who was sitting splayed-legged on the sidewalk, holding his ribs. â€Å"This fucking vampy power rocks my deepest dark.† Then back to Cavuto. â€Å"I'd slap you around a little, but I'm feeling kinda nauseous.† â€Å"Yeah,† said Cavuto. â€Å"I get that. That's how I know you're around.† â€Å"So you three are, all, uh, them,† said Rivera. â€Å"Not exactly them,† Tommy said. â€Å"Jody just took the top off the head of one of them.† He pointed at the charred brainpan. â€Å"He was about to take you out with a sniper rifle,† Abby said. â€Å"That's why I called. Thanks for just doing what I said and not being an assbag, by the way.† â€Å"You'll find the rest of him along with the rifle on the roof,† Jody said. â€Å"That's who called in the vampire cat attack?† Cavuto said. Tommy nodded. â€Å"There are at least three of them. Maybe two, now. Very old. They came in that black yacht that's down at Pier Nine. They are cleaning up the mess Elijah left. They must know you guys are hunting Chet and the vampire cats.† â€Å"He must have seen us last night, with the Animals. We thought the cats got Barry.† Tommy climbed to his feet. â€Å"Barry's dead?† â€Å"Sorry,† Rivera said. â€Å"So they know about the Animals, too?† Tommy said, â€Å"The Animals were the ones who took Elijah's art collection and blew up his yacht. Of course, they know about the Animals.† â€Å"We've got to get over there,† Rivera said. â€Å"They'll be hunting the Emperor, too. He's been calling all day about a black ship. I thought it was just more craziness. I don't even know where to start looking for him.† Jody handed Rivera back his gun and the battery to his jacket. â€Å"Wire those back up as soon as you get back in your car. They work.† Marvin let go with a barrage of barking, which translated, â€Å"I have found some dead people and I am going to make a fuss if I don't get a biscuit and the ear-scratch girl is dead and sick.† â€Å"Easy, Marvin,† Abby said. She steadied herself against the big dog and Cavuto caught her by the arm to keep her from falling. â€Å"I really don't feel good.† She crumpled to the sidewalk. Tommy caught her in time to keep her head from hitting the concrete. â€Å"My tail kind of hurts.† Jody snatched Rivera's gun out of his hand again. â€Å"Give Tommy your car keys.† â€Å"What! No!† Jody smacked Rivera's jacket, heard a jingle, then reached in his pocket and took the keys. Rivera stood there like he was five, being dressed by his mother. Jody threw the keys to Tommy. â€Å"Take her to the loft. Foo will still be there. Maybe he can change her back in time.† â€Å"Where are you going?† Tommy said. â€Å"I'm going to the ship. Maybe I can stop one of them there. They're going to come to the loft, so be ready.† â€Å"Not so fast, Red,† said Cavuto. â€Å"You will shut the fuck up!† Jody said. â€Å"You guys are six blocks from the Marina Safeway. The Animals should be at work, or will be there in a few minutes. That's where I went when I wanted to find them, that's where these vampires will go. So shag ass over there and warn them. Wire the batteries back into your jackets on the way there or they'll have you for lunch. Call for another car if you need to, but we just saved your lives and your car is ours.† Rivera smiled. â€Å"I'm okay with that.† Cavuto said, â€Å"You are?† Tommy picked Abby up and held her with one arm while he reached into her messenger bag, took out her phone, and handed it to Jody. â€Å"Call Foo, tell him we're coming.† â€Å"I will. Be careful.† She kissed him. â€Å"Save our minion.† â€Å"Got it,† Tommy said. Marvin whimpered at them as they went away, which translated to, â€Å"I'm worried about the ear-scratching dead girl with the Gummi bears.†

Marketing Basics The 101 Guide to Everything You Need to Know

Marketing Basics The 101 Guide to Everything You Need to Know Marketing is complex. It encompasses tons of different disciplines, strategies, and tactics. As a result, developing a basic understanding of how it works can be difficult. Learning the trade can take years of dedication and honing your craft, oftentimes in a handful of specific areas (such as strategy, copywriting, or analytics). Like a lot of things, though, future success starts with solid fundamentals. And if you’re looking to learn, you’ve come to the right place. This post will cover everything you need to get started on your marketing journey. Think of it like the ultimate 101 guide, packed full of actionable advice you won’t learn in the classroom. It’s also laid out to be easy to understand, turning complicated concepts into easily digestible chunks of information. Bookmark this page, then get down to learning. Marketing Basics: The 101 Guide to Everything You Need to Know by @Ben_via @Download Your Free Marketing Resources Bundle Since this is such an enormous topic, it’s tough to cover everything within a reasonable amount of space. That’s where these additional resources come in. Grab this bundle and you’ll get: Marketing Strategy Guide (PDF): Get an in-depth education on strategy. Marketing Calendar Template: Your all-in-one project planning and scheduling tool. Beating Makeshift Marketing: When it’s time to build your marketing tool stack, see what makes the best option for getting organized. Get all three for free (it only takes a few moments), then continue with the rest of this post.What is Marketing? In simplest terms, marketing is the act of driving profitable customer action. It spans the full scope of strategies and tactics organizations use to position products and services in the marketplace, and motivate target audiences to make a purchase. Recommended Reading: How to Document the Marketing Process in Six Steps Understanding the Marketing Mix and the 4 P’s of Marketing For all its complexity, at its core, marketing revolves around four things: product, price, promotion, and place. Tactics and channels change, but these are the concepts everything else revolves around, and they’re principles that never change. Some models expand these basic principles to 7 P's, or another variation. But, for your purposes, these four should be sufficient for developing an understanding of how marketing works. Product This is what a company sells, whether that means a physical good, or a service (such as consulting, a subscription, or something else). From a marketing perspective, the following would need to be determined: How many different product variations or lines should be sold?  For example, a car manufacturer might strategize on which vehicle categories to build (such as family cars, SUVs, crossovers, or pickup trucks). How should they be packaged or presented?  To make another example, if a company made replacement car floor mats, should they come in a box? A bag? Something else? How will it be serviced? This could include warranties, handling returns, and so forth. Marketers might even have some involvement in determining how products are designed and which features they might include (here at , for instance, marketers and product developers communicate closely). Marketing works best when marketing teams communicate with product teams.Price This is just â€Å"how much stuff costs,† right? Well, sure. But there’s more to it than that. Price means more than just what stuff costs.If marketing is all about driving profitable action, then prices need to be set at a level the market will support. Here are some marketing considerations with prices: What is the market rate per unit of a product? This requires some market analysis and competitive research to determine what’s a fair price for a product, given its cost to produce, and what people are willing to pay. How should discounts be timed and applied? Should the product be put on sale at certain times of year? Does it make sense to give customers options for payments?  A car dealership might offer financing options, rather than expecting people to pay the full price up front. Promotion If a product launches but no one cares, does it even exist? Well, yeah, technically it does, but it’s just taking up space if no one’s buying it. Once a product is out there, it needs to be promoted so people know it exists. Which channels will be used to promote the product? This includes online and offline channels. Where will it be promoted? Online? Offline? In stores? At events? What message needs to be communicated?  What copy and verbiage will tell audiences what the product is all about, and encourage them to buy it? Place The right product needs to be in the right place for people to find it and buy it. Where is the product distributed? Online? Offline? Will specific locations get the product?  For example, if you sell cold weather clothing, you might not distribute as much to Florida and you might in Minnesota. 10 Key Areas of Modern Marketing to Understand Spend a little bit of time researching marketing online and you’ll find references to all different areas of marketing. Here are some that are most likely to be relevant to your work. Content Marketing The hype around content has been building steadily for years, and with good reason: people want to be helped and informed more than they want to be sold to and interrupted. The main idea behind content marketing is creating content that helps inform your audience and solve their problems. This achieves a few important goals: Building an audience. Establishing authority. Driving sales. The â€Å"content† part of content marketing spans a lot of different things. Primarily, this means blogging and website content, but it can also include email, social media, video, ebooks, or any other type of digital content used for marketing. It can also include print collateral, like brochures or magazines. Recommended Reading: How to Build a Content Marketing Strategy You'll Actually Use (Free Template) How to Make Content Strategy More Effective With User Psychology The Best Annual Content Calendar Template to Get Organized All Year Email Marketing When it comes to driving conversions, it’s tough to beat the return on investment of email marketing. Different studies cite different figures, but it’s generally accepted that it drives around 3,800% to 4,200% ROI (meaning that for every dollar spent, it produces $38 to $42 in revenue). Recommended Reading: 40 Actionable Email Marketing Tips That Will Boost Results The 9 Free Email Marketing Templates You Need to Execute Everything The Best Way to Organize an Effective Email Marketing Strategy Social Media Marketing Organic reach on popular social networks is declining on popular platforms like Twitter and Facebook, but social media marketing is far from dead. It’s effective for building brand awareness, developing community, and getting your content and products in front of new people. Recommended Reading: The Best Way to Plan a Social Media Strategy in 5 Steps (Free Template) 50 Social Media Best Practices Every Business Should Follow What 23 Studies Say About the Best Time to Post on Social Media How to Organize a Year of Posts With an Annual Social Media Calendar Online Video Marketing Did you know that over 400 hours of video gets uploaded to YouTube  every minute? That’s incredible. So is the fact that it’s the world’s second largest search engine  (second only to Google, which owns YouTube, and even bigger than Bing and Yahoo combined). It’s not the only video platform out there for marketers to know about, either. Wistia is practically the industry-standard for hosting embeddable web video, and Vimeo is a fantastic place for creatives. Plus, social video on Facebook (and to some extent, Twitter as well) is also becoming increasingly important. Recommended Reading: How to Do Facebook Video Marketing the Right Way How to Write a Video Script That Will Make $100,000,000 (Free Kit) How to Make a Video Marketing Strategy That Will Engage Your Audience Advertising and Pay-Per-Click Have you ever seen those ads at the top of search results? Those are pay-per-click (PPC) ads. PPC advertising offers marketers excellent opportunity to sell products directly to searchers. It’s also great because it makes it possible to see exactly how much you’re spending vs. how much revenue your advertising efforts are generating. Recommended Reading: How to Manage Your PPC Campaigns in Adwords How to Make the Most of Facebook Advertising to Reach New Audiences Search Engine Optimization Few, if any, tactics or channels drive more traffic on average than search engine optimization. Few digital marketing tactics drive more traffic than search engine optimization.It’s the process of structuring content and executing other tasks that help improve your site’s search engine rankings, pulling in an audience that’s interested in the topics your site covers, and the products your company sells. Recommended Reading: The Most Massive SEO Copywriting Guide That Will Make Your Traffic Soar SEO Content Strategy: How to Skyrocket Your Traffic By 594% Your Ultimate Content Marketer’s Guide to Keyword Research Public Relations Even in an era packed with new and flashy channels and tactics, good old-fashioned relationship-building remains essential for effective marketing. PR is all about managing perceptions and relationships, ensuring people think positively about your brand. Recommended Reading: How to Build a Modern PR Plan That Works With Your Marketing How to Write the Best Press Releases With 21 Examples and 7 Templates How to Monetize Your Content Marketing With Gini Dietrich From Spin Sucks Influencer Marketing Why talk up your products yourself when you can have trusted folks promote them for you? Why talk up your products yourself when you can have trusted folks promote them for you?That’s the crux of influencer marketing, which involves working with popular people within a given niche or industry to put your products in front of their audiences. Recommended Reading: Instagram Influencer Marketing: How to Get It Right in 6 Steps How to Boost Engagement With Micro-Influencers the Right Way How to Use Instagram Stories the Best Way for Successful Social Media Campaigns Developing a Marketing Strategy Marketing can be boiled down to the following: Who are you trying to reach? What do you want them to do? How will you encourage them to take that action? How will you measure marketing’s impact on influencing that action? This framework is simple to understand and yet difficult to master in actual execution. Success starts with sound strategy, though, and getting it right is essential. Take a look at some important stats that illustrate its importance: So, why is strategy important? Think of marketing like taking a trip. Sure, you could just hop in the car, and take off with no sense of direction. But, you’ll probably just waste time, burn gas, and never end up anywhere meaningful. If you had a map and an itinerary though, you would have been prepared to make the most of your time, and actually accomplish something. That’s what strategy gets you. A sense of direction, so you can use your time effectively, understand why you’re doing your work, and increase the odds of achieving your goals. Recommended Reading: How to Create a Marketing Strategy That Will Skyrocket Your Results By 9,360% Getting to Know Your Audience First things first, companies exist to serve customers. Simple enough, right? Well, figuring out exactly who those customers are, and what problems they need solved, is easier said than done. Recommended Reading: How to Find Your Target Audience and Create the Best Content That Connects Figuring Out What You Want Them to Do Once you’ve determined who you need to reach, the next step is figuring out what’s required to move them toward a sale. For some companies, this is simple: convincing customers to grab a product and buy it at the store. But, there may be actions you drive them toward before reaching that step (such as getting onto a mailing list or becoming a social media follower). For others (for example, service-based companies), you might want to get leads (potential customers) to place a phone call for a demo or a consultation before they commit to purchasing. Recommended Reading: How to Write a Call to Action in Six Steps With a Template Understanding the Marketing Funnel When determining actions you want your audience to take, it’s useful to understand how the marketing funnel works. Funnels help illustrate where customers are at in the buying process, from being unaware of a product (or having a problem), to researching different options, down to making an actual purchase. Here’s a simple illustration: While there are different ways to illustrate funnels, they typically map out customer buying stages to the following phases: Top of Funnel (TOFU): The customer is unaware of a product or company. Middle of the Funnel (MOFU): The customer is actively researching products. Bottom of the Funnel (BOFU): The customer is ready to buy. Recommended Reading: How to Map Content to the Marketing Funnel and Boost Conversions By 69.77% Determining Your Tactics Part of an effective strategy is narrowing which tactics you’ll implement to achieve your goals. When you’re just starting out, this can seem daunting. There are always more thing you can do, than what you actually have time to do well. So, where do you start? According to a survey of 1,500+ marketers, here were their most popular content types: Notice that blogging, social media, and email marketing round up the top three. For most companies doing content marketing, those are the three most obvious places to start. But, determining which tactics may work best for you may be another story. Maybe you’re doing marketing, but not content marketing specifically. Maybe you’re in an industry or role where marketing means doing things like securing partnerships, hosting events, or doing â€Å"traditional† marketing (like producing print collateral). Consider following this process: Know your audience. Who are you trying to reach? Figure out where those people hang out. Where can you reach those people? Think on which tactics and channels could reach those people, in those places. Which marketing activities could be used to reach the right people, in the right places, at the right time? That’s an open-ended question, but whatever the answer may be, that’s where you should start. Recommended Reading: How to Determine Your Marketing Tactics Nailing the Execution Once the strategy is in place, it’s time to put it into action. Once marketing strategy is in place, it’s time to put it into action.This requires: Having the right skills. Once you know what to do, you need to know how to do it. Having the right staff. Putting the right people in the right place is key to success. Having the right tools. A professional always uses the best available solution to tackle a given task or problem. What Are Some Common Marketing Skills? The skills a marketer needs depend on their role. Some basics that apply to lots of different types of roles include: Verbal communication. Marketing is all about communication. Being able to express your ideas clearly is key. Writing. You’ll be doing a lot of writing, whether creating content, or emails to stakeholders. Research. The more granular, often the better. Analytics. Understanding how to spot trends in data is essential. Recommended Reading: The 48 Most Essential Marketing Skills You Need to Be Successful in 2018 How Are Marketing Departments Usually Structured? The way teams are built depends on the company’s size, industry, budget, and a lot of other factors. Some companies have teams of one, while others might span multiple marketing teams across multiple departments or business units. Recommended Reading: How to Structure Modern Marketing Departments for Success How Are Marketing Tool Stacks Typically Built? The tools those teams use to execute their work might vary depending on tactics and personnel. Some common tools practitioners use include: Project management tools: Needed to keep teams organized and projects on track. Social media scheduling tools: Because manually scheduling posts at scale is nearly impossible. Editorial and marketing calendars: Used to set deadlines and map publish dates. Email marketing platforms: Important for managing email lists and delivering newsletters. Marketing management platforms: Tools like , which consolidate several of the tool categories listed above, while integrating with other popular tools. Analytics tools: Used to measure performance. SEO tools: To monitor keyword rankings, do competitive research, track incoming backlinks, conduct keyword research, and more. Marketing automation tools: Used to automate processes, such as email flows. CRM (Customer Relationship Management) software: Powerful platforms used to store customer data and maintain relationships with consumers. Recommended Reading: The 110 Best Marketing Tools to Consider When Building Your Toolstack Understanding Measurement and Analytics If you can’t measure the impact of your marketing activities, then you may as well not be doing anything at all. Every action should always be connected to specific metrics, in service of achieving a specific goal. Recommended Reading: Email Marketing Metrics: How to Measure and Report on the Most Important Metrics Everything You Need to Know About Instagram Analytics to Smash Your Goals Social Media Analytics Tools: How to Choose the Best One For You Analytics From : Make Smarter Decisions Additional Learning Resources One of the best things about marketing is you’re never done learning. And in effort to support your learning, (and a lot of other great companies) are committed to helping you develop your knowledge and skills. Academy: Find exclusive educational content and level up your skills. Blog: Enjoy this post? You’ll find tons more here (plus fresh content each week). Actionable Marketing Podcast: Features new interviews each week with leading marketing experts. The 10X Marketing Formula: Comprehensive book from co-founder and CEO Garrett Moon. Make learning marketing easy with this guide + tons of extra resourcesThat’s a Wrap There’s a lot of information to process in this post. But, now that you’ve covered most of what you’ll need to know as a marketing practitioner (both on the surface level, and with links to deeper reads on tons of sub-topics), you’re now better prepared than ever to continue your marketing education and level up your career. Is there anything we missed? Let us know below.

The Differences Between Rack and Wrack

The Differences Between Rack and Wrack As Jeremy Butterfield points out: The relationship between the forms rack and wrack is complicated, and the spellings are sometimes interchangeable (Oxford A-Z of English Usage, 2013). Definitions Rack and Wrack as VerbsAs a verb, rack means to torture or cause great suffering, or to place (something) in or on a rack. The verb wrack  means to wreck or cause the ruin of something. Rack  and  Wrack  as NounsAs a  noun,  rack means a frame, a shelf, an instrument of torture, or a state of intense anguish. The noun wrack means destruction or wreckage. Idiomatically, we may rack the billiard balls, rack up points, and roast a rack of lamb. But when it comes to nerve-(w)racking experiences or (w)racking our brains, most writers, dictionaries, and usage guides admit to being (w)racked with uncertainty. See the (sometimes contradictory) usage notes below. Examples One  bicycle, rusted as if  it had been there for years, leaned in the rack, its fenders supporting crescents of white. (John Updike, Flight.  The Early Stories: 1953-1975. Knopf,  2003)To delight in seeing men stabbed, poisoned, racked, or impaled is certainly the sign of a cruel temper. (Joseph Addison, The Spectator, April 20, 1711)I have sometimes been wildly, despairingly, acutely miserable, racked with sorrow, but through it all, I still know quite certainly that just to be alive is a grand thing. (Agatha Christie, An Autobiography, 1977)Penny was wracked with sorrow for his friends. His face was strained. (Marjorie Kinnan Rawlings, The Yearling, 1938)There is a half-filled baby bottle on the cupboard shelf. She picks it up. The babys cry is becoming nerve-wracking. (Paddy Chayefsky, The Goddess, 1958)But having to be present for merchandise deliveries that Eunice ordered online or on the phone was nerve-racking. (Joseph Wambaugh, Hollywood Moon, 2009)Lud had been going to wrack and ruin for centuries. (Stephen King, Wizard, and Glass, 1997) Usage Notes and Idiom Alerts Rack and wrack are confused so frequently that most dictionaries now list both spellings for the verb meaning torment and the noun meaning destruction. (Margery Fee and Janice McAlpine, Guide to Canadian English Usage, 2nd ed. Oxford University Press, 2007) Idioms and Variant Spellings In some senses, the verbs rack and wrack are synonymous, and the two words, each as either noun or verb, are nearly interchangeable at some points. The usage problems arise over which spelling to use where there seems to be a possible or a clear overlap in meaning. Most Edited English will prefer to rack your brain, wrack and ruin, storm-wracked, and pain-wracked, but other Standard written evidence, including some Edited English, will use the variant spelling for each. (Kenneth G. Wilson, The Columbia Guide to Standard American English. Columbia University Press, 1993) (W)rack and Ruin The expression (w)rack and ruin preserves the original sense of destruction. (These days rack, and ruin is the more common spelling in both British and American English, by the evidence of the BNC and CCAE.)...As often, figurative uses of rack and wrack have enlarged their domains and made the spelling interchangeable wherever the sense of severe stress and destruction apply. Wrack seems to be gaining ground there, although still less common than rack in collocations such as nerve-racking and racking ones brains. (Pam Peters, The Cambridge Guide to English Usage. Cambridge University Press, 2004) Nerve-Racking Wrack is commonly used as a verb synonymous with the figurative senses of rack...Probably the most sensible attitude would be to ignore the etymologies of rack and wrack (which, of course, is exactly what most people do) and regard them simply as spelling variants of one word. If you choose to toe the line drawn by the commentators, however, you will want to write nerve-racking, rack ones brains, storm-wracked, and for good measure wrack and ruin. Then you will have nothing to worry about being criticized for- except, of course, for using too many clichà ©s. (Merriam-Websters Dictionary of English Usage, Merriam-Webster, 1994) Rack em Up The New York Times Manual of Style and Usage has a great idea here: Never use wrack, because it confuses people. Instead, when wrack means wreck, just use wreck. (But when you mean inflict damage, spell it wreak. You wreak havoc on; you never wreck havoc because havoc is unwreckable.)O.K., keynoters, lets rack em up: Its traditional to rack up your opponent with a good tongue-lashing for having led the country to wrack and ruin, and after you rack up a victory, you can wreak patronage vengeance from high atop your city on a hill. (William Safire, Quoth the Maven: More on Language from William Safire. Random House, 1993) Wracked With Doubt The noun rack applies to various types of framework; the verb rack means to arrange on a rack, to torture, trouble, or torment: He was placed on the rack. She racked her brain....The noun wrack  means ruin or destruction, as in wrack and ruin and wracked with pain. Also nerve-wracking....The verb wrack has substantially the same meaning as the verb rack, the latter being preferred. (The Associated Press Stylebook and Briefing on Media Law 2011. Associated Press, 2015) Practice He placed his trunk in the luggage _____ and took a seat by the window.The bridge had fallen into _____ and ruin. Answers to Practice Exercises Answers to Practice Exercises: Rack and Wrack He placed his trunk in the luggage rack and took a seat by the window.The bridge had fallen into (w)rack and ruin.

Anti-Anxiety Medication and the Brain

Anti-Anxiety Medication and the Brain When one is bed-ridden with the flu, it only makes sense for that person to see a doctor to seek treatment. Such treatment could be in the form of medications. Much like a physical illness, the anxiety-ridden may even seek medicinal therapy. However, the underlying difference among the medications is their function and how they function. While one may answer those problems for the wide class of antibiotics, may we say the same for treating the ailments of the mind? In order to understand the advancements in modern medicine and technology, we must first look back to the primitive practices of treating anxiety disorders. In order to treat, psychologists and psychiatrists must be able to diagnose and classify. Before they were recognized by the American Psychological Association in the 1980’s, anxiety disorders were seen as normal bouts of stress (Tracy). As a type of neurosis, psychologists and psychiatrists questioned to validity of treatment for the individual. However, e ven decades before its official classification, anxiety was treated in varied, primitive, and even absurd, ways, including the use of essential oils and salves, applying severely cold or hot temperatures to the inflicted, and draining blood with the use of blood-sucking animals (Tracy). In more negative connotations, medieval doctors placed the blame on mild demonic possession and witchcraft. Following these types of remedies were electric shock therapy and institutionalization, quickly replaced with the invention of lobotomies (piercing the brain with an icepick through the patient’s eye), developed by Dr. Moniz and Dr. Walker Freeman in the 1940s. The shocking, unethical practice is abandoned for anti-psychotic therapies and medicines. With advancements in technology came advancements toward modern medicines, giving psychiatrists the ability to alter the brain’s wiring with the use of pills. Anxiety, in textbook definition, is the feeling of intense fear in respons e toward an unreal threat (Rathus). To treat mental illness such as anxiety, psychiatrists must know the inner workings of how the nervous system delivers messages. A message is received by the dendrites of a nerve cell, which travels through the cell’s body (Rathus). It then moves along the axon, protected by the myelin sheath (Rathus). The message’s final destination is the axon terminals, where it passes along the synapse and onto the dendrites of the next nerve cell (Rathus). This message, whatever it entails, continues this repetitive journey in one direction until it reaches its destination (Rathus). The most important part when looking at anxiety disorders is the axon terminals and the synapse, where chemicals containing these messages, neurotransmitters, are released (Rathus). With anxiety disorders, one’s body may be low on those â€Å"feel-good† neurotransmitters. These neurotransmitters include serotonin, norepinephrine, dopamine, and gamma-ami nobutyric acid (GABA) (Staff). Psychiatrists have also concluded that one’s with an anxiety disorder may have an excessive amount of the neurotransmitter cortisol, which invokes stress (Staff). Another offender lies right within the brain, the amygdala (Simon). This pea-sized site of the brain responds to fear, and those with anxiety disorders are found with amygdala hyperactivity (Simon). With this pertinent information in mind, psychiatrists can alter the brain’s behavior with the presence of these neurotransmitters. Much like antibiotics alters how the body’s immune system behaves, anti-anxiety medication can alter how the nervous system behaves. Anti-anxiety medication depresses brain activity, lowers vitals such as blood pressure, heart and respiratory rates, and decrease feelings of uneasiness and dread by modifying brain behavior (Association). While these medications cannot safely replenish levels of neurotransmitters, one method of controlling the bra in’s behavior is closing up the source of the neurotransmitter. This is the role of SSRIs, which stands for Selective Serotonin Reuptake Inhibitors (Staff). Serotonin is famously known as the â€Å"feel-good† neurotransmitter and the prime suspect of anxiety and depressive disorders. A problem with many anxiety sufferers is either the lack of serotonin or the quick reuptake of serotonin in their nervous systems (Staff). To remedy this obstacle, SSRIs block the reabsorption of serotonin, allowing the chemical to remain available (Staff). Some FDA approved SSRIs include citalopram (Celexa), citalopram (Lexapro), fluoxetine (Prozac), paroxetine (Paxil, Pexeva), and sertraline (Zoloft) (Staff). Remedies may have its drawbacks, for side effects of these medications include fatigue, dependency, restlessness, muscle tension, blankness, irritability, sleep problems, insomnia, and even its adverse effect, suicidal thoughts among children and teenagers (Staff). Withdrawal from S SRIs, especially sudden, may invoke more intense feelings of dread or uneasiness, nausea, gastrointestinal issues, and strange sensations in vision and touch (Tartagovsky). While these problems may arise, these medicinal therapies work well with those who experience chronic anxiety. Another approach a psychiatrist turns to is to open receptors to neurotransmitters. This class of medicines are known as benzodiazepines (or Benzos, for short) (Anderson). These medications are known as â€Å"tranquilizers† due to their functions (Anderson). A natural tranquilizer itself, gamma-aminobutyric acid (GABA) is a neurotransmitter which depresses the brain’s activity; this neurotransmitter has also been scarce in those suffering from anxiety disorders (Anderson). Benzodiazepines remedy this by opening the frequency of the GABA-A receptor responsible for reacting with GABA (Anderson). This allows more availability of GABA in the nervous system, inevitably calming the brain and bo dy. Some FDA approved benzodiazepines include clonazepam (Klonopin), diazepam (Valium), alprazolam (Xanax), and oxazepam (Serax) (Anderson). Some benzodiazepines are found to have faster onset action than others (Anderson). Onset action is how fast the medicine acts and how long the treatment lasts. Since these medications are only for short-term usage, the only known side effects of benzodiazepines include drowsiness, forgetfulness, and unusual sleep patterns (WebMD). However, long-term usage of benzodiazepines can lead to dependency and addiction to the medication (WebMD). Abusers of the medication may experience drowsiness, confusion, dizziness, impaired vision, speech, and coordination, respiration difficulties, and even coma-like states and death (WebMD). When used responsibly, benzodiazepines aid in sufferers of acute anxiety and panic attacks. Just as pharmacologists and medical doctors have found ways to modify a body’s functions, pharmacologists and psychiatrists h ave also worked to modify the brain’s functions. For those suffering from anxiety disorders, psychiatrists prescribe medications to open and close synapses and receptors in the nervous system of the body, making these â€Å"feel-good† neurotransmitters more available and inevitably remedy the bed-ridden mind. References Anderson, L. Drugs.com . 4 May 2014. Web. 2 December 2016. Association, American Psychiatric. Diagnostic and Statistical Manual of Mental Disorders Vol. V . Arlington, 2013. Print. Rathus, Spencer A. Psychology; Principles in Practice . Austin: Holt, Rinehart, and Winston, 2003. Textbook. Simon, Harvey. New York Times . 11 March 2013. Web. 25 November 2016. Staff, MayoClinic. Mayoclinic . 24 June 2016. Web. 25 November 2016. Tartagovsky, Margarita. PsychCentral . n.d. Web. 25 November 2016. Tracy, Natasha. Healthy Place . 30 July 2016. Web. 2 December 2016. WebMD . n.d. Web. 2 December 2016.

Theories of Human Communication, the social media and the Arab spring Essay

Theories of Human Communication, the social media and the Arab spring - Essay Example The first wave of such a change was felt with the advent of mobile phones and the short messaging services (SMS) offered by them. Electronic media like e-mail and instant messaging followed next. Just when it seemed that communication couldn’t get any better, social media and networking via the internet took over, bringing people from every nook and corner of the world together onto a single platform. Though the world has been called a ‘global village’ since the beginning of this century, it was in this decade that the label served its true purpose. Human communication has attained a new definition, and is now at its full force through social media. Social media has been the major driving force behind the Arab uprising that is reverberating in the Arab world today, and it is only through social media that people are at freedom to voice their thoughts and fight for what they deserve. According to S.F. Scudder, "All living entities, beings and creatures communicate. They communicate through movements, sounds, reactions, physical changes, gestures, languages, breath, etc†1. This statement is a part of the theory of communication and is known as the ‘Universal Communication Law’. Indeed, communication is an integral part of living, and it is impossible to survive without it. Communication models and their relevance in today’s times Adler and Rodman, in their insightful book, Understanding Human Communication, describe two different modes of communication, namely linear and transactional. According to the linear communication model, â€Å"communication is like giving an injection: a sender encodes ideas and feelings into some sort of message and then conveys them to a receiver who decodes them† (12). Face-to-face contact and other conventional channels like writing are included in this form of communication. The transactional model of communication is more fluidic and relational. There is a â€Å"simultaneous sen ding and receiving† of messages. This kind of communication includes mass media2 and social interaction. Face-to-face communication is decreasing rapidly, with the advent of social networking and electronic means of communication. In fact, many major surveys have pointed out that those who are more prone to the use of social networks are less likely to maintain face-to-face interactions in daily life. This brings us to the relevance of the linear mode of communication. While it is still a necessity in daily commute, human communication in recent times is largely based on the transactional model. Everyone is turning towards video conferencing, instant messaging, tweeting, and social networking in order to â€Å"stay in touch† with acquaintances. How social media defines our lives today An assessment of the impact of social media, in recent times, indicates that a majority of the population depends on the internet for most of their daily needs. As described by Adler and R odman: Until recently, most social support came from personal acquaintances: friends, family, co-workers, neighbors, and so on. In the last ?fteen years, though, there has been an explosion of â€Å"virtual communities† in which strangers meet online to share interests and concerns, and to gain support from one another on virtually every problem. The most popular support topics include medical conditions, eating disorders, sexual orientation, divorce, shyness, addictions, and loneliness (140). As is evident from this scenario,

FINANCIAL REPORTING & ANALYSIS of IASB Conceptual Framework for Essay

FINANCIAL REPORTING & ANALYSIS of IASB Conceptual Framework for Financial Reporting - Essay Example The framework can help the users of the conceptual framework in interpreting and analyzing the information existing within the financial statement as it provides an in-depth understanding of the principles on the basis of which the framework is produced. In theoretical concept the conceptual framework will provide development in the accounting standard. But in practical the economic, social and political factors play a vital role in influencing the assistance that is provided by the standards. The various requirements of the regulators of capital market and the reaction or response of the public towards the accounting issues and the situation of credit crunch which began in the year 2007 will generally influence the process of standard setting (Kabalski, 2009). The framework that is developed for the preparation of financial statements includes the recognition, definition and measurement of the various elements on the basis of which the financial statements are developed, the objective for preparation of financial statements and the concept of capital maintenance (Horngren, 1985). The Financial Accounting Standard Board and the International Accounting standard board have developed a conceptual framework for the purpose of financial reporting. The main objective of introducing this framework understands the concept, the scope and characteristics that the entity is required to apply or adopt. Before the convergence of the accounting standards the accountants had to face many difficulties due to the differences in the standard provided by the FASB and IASB. The criticism for conceptual framework is based on the epistemological and ontological hypothesis. Accounting is mainly based on the notion that is subjective in nature Example is the accountants generally play an important role in selecting proper accounting method and then applying them. Therefore

Ethical dilemma Assignment Example | Topics and Well Written Essays - 500 words

Ethical dilemma - Assignment Example In the field of health care, critical thinking is an ethical decision making process that I utilize a lot and thus it is my role to reason in a purposeful systematic manner. This implies that the nurse or any other physician has the role to get the outcome based on thinking and this will incorporate knowledge and other available information and ideas to get the way forward to a solution. On the other hand, there is the power of one as a nurse which must be obtained and practiced in an ethical manner (Eun-Jun, 2012). The power of a nurse incorporates communication skills and the knowledge for example, in a case where the patient is discharged and was suffering from pneumonia, the nurse knows the patient needs care but still if accommodated in the hospital, financial problem may occur. This illustrates dilemma with the nurses on the ethical issues. The power of the nurse come from the health care teams which depends on the knowledge and other expert skills which contribute greatly in the field of health care (Parker, 2008). The knowledge acquired must be respected since without respect he or she will not be motivated and thus no consideration of ethical principles and models. The power of the nurse again is gained due to consistent, excellent and holistic care that is provided to the patient. The power one has will help the nurse to come up with a solution in case of ethical dilemma for example I came across a patient who was suffering from pneumonia aged 50 years. Pneumonia requires medical care on regular basis and the patient considered the financial status since she was a single mother with a daughter. The patient was open to me and discussed what she has been going through and the reason why she acquired pneumonia. In addition, she talked about her financial status. Together with the patient, we had to talk to the doctor so as to settle the matter. I had to use the power of one as the nurse, alongside knowledge and be able

International Estate Planning Benchmark Assignment 8 Coursework

International Estate Planning Benchmark Assignment 8 - Coursework Example On the other hand, it is advisable for Cynthia to set up a trust benefit for her sons in the United States; this is because her children are likely to succeed her in running the business that is already in partnership. The benefit trust secures the business in legal angles. United States has set legal policies that consider foreign citizens. For instance, the fact that all states of the United States approve that definite asset of a debtor ought to and resolve to be protected from creditors. This and among other policies safeguard U.S citizens who have set up a business in foreign in countries. In addition, she cannot opt for Brazil as it is clear that the powers and responsibilities of trustees and the privileges of beneficiaries are recognized and applied to the laws of United States and not in Brazil. In fact, there is no country has that has better political stability more than the United States (Feldstein,

Communication Essay Example | Topics and Well Written Essays - 750 words - 2

Communication - Essay Example It is therefore important to effectively correspond to all stakeholders on appropriate strategies and objectives for calamity control procedures. This paper describes the five critical assumptions of an effective disaster communication strategy. To understand the five critical assumptions of an effective disaster communication strategy, it is important to posit that these strategies are based on the divergent stages of an effective calamity management procedure. Disaster management is categorized into various stages i.e. mitigation, preparedness, responses, and recovery stages. Consequently, a useful calamity communication plan of action has five basic postulations. According to Haddow, Bullock and Coppola, these include â€Å"customer focus, leadership commitment, inclusion of communication in planning and operations, good information, and media partnership† (134). Customer focus Studies done in the past have elucidated the fact that an effective disaster control structure is ought to focus on the consumer. In other words, the first priority should be to benefit the consumer. According to Haddow, Bullock and Coppola, an efficient disaster control structure considers the requirements and desires of the consumer and necessitates all stakeholders to be alert, quick to respond, and instructive. It is of significance to consider the fact that the consumers of a disaster control procedure are varied and may comprise workers or employees from international organizations, national institutions, governments, as well as a number of additional stakeholders associated with calamity control. It may also comprise o local individuals. Available sources posit that information relayed to each of the consumers affected must be on the basis of individual or institutional requirements (135). Leadership commitment According to Haddow, Bullock and Coppola, the initial stages a successful disaster control plan of action is established or instituted in participation and involv ement of the individuals involved in decision making within the body or institution involved in the process. Decision makers in the body conducting the operation must be loyal in terms of giving out and publicizing facts associated with the impending calamity. It is also important to involve decision makers in other related bodies and stakeholders as well as the local leaders in propagating all the facts of the calamity. This is attributed to the fact that articulate discharge of the relevant and useful facts regarding an impending calamity is important and hence individuals with necessary communication skills such as local leaders of the involved body are ought to be involved (135). Decision makers in a calamity situation are also ought to candidly encourage, approve, and support effective sharing and exchange of facts and information among all the stakeholders. Preparation and implementation It is also of importance to posit that dedication and loyalty of decision makers in disast er correspondence in relation to forecasting, preparation, and necessary procedures is critical. An expert in correspondence matters should therefore be involved and be incorporated or integrated in the decision-making group. Discharge of relevant information and facts of an impending calamity as well as other plans of actions geared towards mitigations procedures has been made less complicated by the use

Ethical dilemma Assignment Example | Topics and Well Written Essays - 500 words

Ethical dilemma - Assignment Example In the field of health care, critical thinking is an ethical decision making process that I utilize a lot and thus it is my role to reason in a purposeful systematic manner. This implies that the nurse or any other physician has the role to get the outcome based on thinking and this will incorporate knowledge and other available information and ideas to get the way forward to a solution. On the other hand, there is the power of one as a nurse which must be obtained and practiced in an ethical manner (Eun-Jun, 2012). The power of a nurse incorporates communication skills and the knowledge for example, in a case where the patient is discharged and was suffering from pneumonia, the nurse knows the patient needs care but still if accommodated in the hospital, financial problem may occur. This illustrates dilemma with the nurses on the ethical issues. The power of the nurse come from the health care teams which depends on the knowledge and other expert skills which contribute greatly in the field of health care (Parker, 2008). The knowledge acquired must be respected since without respect he or she will not be motivated and thus no consideration of ethical principles and models. The power of the nurse again is gained due to consistent, excellent and holistic care that is provided to the patient. The power one has will help the nurse to come up with a solution in case of ethical dilemma for example I came across a patient who was suffering from pneumonia aged 50 years. Pneumonia requires medical care on regular basis and the patient considered the financial status since she was a single mother with a daughter. The patient was open to me and discussed what she has been going through and the reason why she acquired pneumonia. In addition, she talked about her financial status. Together with the patient, we had to talk to the doctor so as to settle the matter. I had to use the power of one as the nurse, alongside knowledge and be able

Communication Essay Example | Topics and Well Written Essays - 750 words - 2

Communication - Essay Example It is therefore important to effectively correspond to all stakeholders on appropriate strategies and objectives for calamity control procedures. This paper describes the five critical assumptions of an effective disaster communication strategy. To understand the five critical assumptions of an effective disaster communication strategy, it is important to posit that these strategies are based on the divergent stages of an effective calamity management procedure. Disaster management is categorized into various stages i.e. mitigation, preparedness, responses, and recovery stages. Consequently, a useful calamity communication plan of action has five basic postulations. According to Haddow, Bullock and Coppola, these include â€Å"customer focus, leadership commitment, inclusion of communication in planning and operations, good information, and media partnership† (134). Customer focus Studies done in the past have elucidated the fact that an effective disaster control structure is ought to focus on the consumer. In other words, the first priority should be to benefit the consumer. According to Haddow, Bullock and Coppola, an efficient disaster control structure considers the requirements and desires of the consumer and necessitates all stakeholders to be alert, quick to respond, and instructive. It is of significance to consider the fact that the consumers of a disaster control procedure are varied and may comprise workers or employees from international organizations, national institutions, governments, as well as a number of additional stakeholders associated with calamity control. It may also comprise o local individuals. Available sources posit that information relayed to each of the consumers affected must be on the basis of individual or institutional requirements (135). Leadership commitment According to Haddow, Bullock and Coppola, the initial stages a successful disaster control plan of action is established or instituted in participation and involv ement of the individuals involved in decision making within the body or institution involved in the process. Decision makers in the body conducting the operation must be loyal in terms of giving out and publicizing facts associated with the impending calamity. It is also important to involve decision makers in other related bodies and stakeholders as well as the local leaders in propagating all the facts of the calamity. This is attributed to the fact that articulate discharge of the relevant and useful facts regarding an impending calamity is important and hence individuals with necessary communication skills such as local leaders of the involved body are ought to be involved (135). Decision makers in a calamity situation are also ought to candidly encourage, approve, and support effective sharing and exchange of facts and information among all the stakeholders. Preparation and implementation It is also of importance to posit that dedication and loyalty of decision makers in disast er correspondence in relation to forecasting, preparation, and necessary procedures is critical. An expert in correspondence matters should therefore be involved and be incorporated or integrated in the decision-making group. Discharge of relevant information and facts of an impending calamity as well as other plans of actions geared towards mitigations procedures has been made less complicated by the use

Sexual discrimination Essay Example for Free

Sexual discrimination Essay Sexual discrimination still happens in the workplace even if it has been outlawed many years ago through the passage of the Civil Rights Act of 1964 (The U. S. Equal Employment Opportunity Commission, 2002). While a firm may not be expressly vocal about it, certain cultures prevail that snobs sexual diversity. Conley and OBarr put it that the pension funds and other financial services industries are among those that are generally intolerant to gays or lesbians. This is the dilemma facing George Campbell, an executive at financial advisory firm Kirkham McDowell Securities. George has to make a decision concerning one of its employees decision to bring his partner to a major company social event. Adam Lawson, a 29-year old associate at Kirkham, has been with the firm for two years. During this period, Adam has proven his mettle by bringing in lucrative businesses for the company, a fact that is to be acknowledged in Kirkhams silver anniversary banquet. Adam is gay and has been living with a lawyer for five years. He told George that he intends to bring Robert to the banquet. George is fearful of how the firms clients would react to the action and how it would impact the business reputation and its bottom line. Problem Identification In this situation, Georges main problem lies with how certain groups of people would react to homosexuality. First, senior management may not approve of Adam announcing to the entire assembly that he is gay. Being traditional, these people may think that being gay is unacceptable and this could hurt Adams career. Second, the companys clients include those that are also conservative and traditional, and Adams bringing of his partner to the banquet could cause them to bring their business to another firm. Third, George is worried that Adams coming out would negatively impact Kirkhams reputation in the industry. Georges fears are well founded. He knows the corporate culture as he has been with the company for many years. Even in other industries, openly supporting gay and lesbians could harm customer relationship. As example, McDonalds partnership with the National Gay and Lesbian Chamber of Commerce has been met with criticisms from traditional sectors (The Traditional Values Coalition, 2008). This is the kind of issue that George wants to avoid. Supporting Facts, Assumptions and Analysis Workplace diversity is becoming the trend in many industries (McInnes, 2000). Even a conservative one such as the banking sector recognizes the benefits and advantages of encouraging and nurturing a diverse workforce. Bank of America has a very good diversity program in place that serves the company well. This is a fact that George Campbell should face with alacrity. This is an opportunity for the firm to be a catalyst of change in an industry that is discriminating to people because of their sexuality. By allowing Adam to bring Robert to the banquet, it would give Kirkham a reputation of being a fair employee. Treating its employees fairly translates to the company being fair in its other dealings, certainly a plus factor with any client. As Woods has said, choosing the ethical way would prove beneficial to the company in the long run. While George assumes the worst, he should not discount his own reaction to Adams disclosure. He did not find it repulsive to be working with a gay person. Taking this as an example, it is highly probable that their clients and the senior management would also have the open-mindedness to accept the fact and respect Adams private issues. Being a responsible manager, Georges consideration of all issues is called for. He is weighing the issue from all angles. But as Adam puts it, the matter wont be an issue if no one would make it so. Adams talking with George about it implies that he trusts the manager to be a fair and open-minded person. It also implies that Adam knows his worth as an employee and wants to be recognized and valued for his work and not because of his private life. Best Possible Solution The obvious solution to this problem is for George to support Adams decision. It would affirm Adams trust in him and lift the worry from the associates shoulders. It is high time for Kirkham to adapt to the changing dynamics in the workplace. Losey asserts that the best managers would take this action. Adam is a valuable asset to the company and Kirkham should not let his sexual orientation get in the way. Besides, Adams five-year partner is a respectable lawyer who could probably send clients their way. Also, if Adam wont be allowed to bring Robert, he would feel the discrimination deeply and this could result to his resignation from the company. Since Adam had come to Kirkham at 27, it is likely that he left his previous employer because of sexual discrimination. If this will be the ending, Adam could move to another company and bring with him his clients. Feasibility of Solution George is definitely taking a risk by openly supporting Adams sexuality. There are two probable results to the solution. The first one would make Georges fears come true. The firms most conservative clients would frown at the change and bring their business elsewhere. However, other firms could also be shifting their paradigms to embrace diversity, forcing the conservative clients to adapt. The second result would allay Georges fears. The clients would not mind dealing with a company that chooses to be legally and ethically correct. Should this happen, Kirkham would be bringing change not only to its offices but to other companies as well. Between the two, the second is more likely to happen as managers and companies understand the need to empower the workforce. One way of doing this is to encourage diversity in whatever form. The traditional and conservative clients may not be a hundred percent sold to the idea but it would be willing to tolerate a firm that produces good results.