Observation Checklist Essay

Philosophy on Education is the belief that the passion to learn, the commitment to succeed, and the motivation to try, is the passage through the core values that a teacher instills to a student, as learning becomes a way of guidance that encourages pupils to improve. It is an educator’s duty to provide an environment that exhibits a multitude of ways for children to engage in the process of learning. When I was a young child, I always wanted to show people the things I have learned through my family, friends, manuals, and teachers. Then, I entered the field of teaching, where I was able to present to an audience of children, various techniques in reading, writing, and arithmetic under the auspices of the head teacher. Let alone, I wanted to help those whom where much more challenge than others. This interest has catapulted me towards the beginning of my career in education. The journey through my past experiences as a teacher assistant foreshadowed my teaching styles. Under the auspices of the certified staff, I was given the opportunity to work in a population that requires an extra bit of patience. In formulating my approach to each class lesson, there was a need to implement hands-on learning as the basis for each work session. An adulating engagement with the student, while promoting encouragement, and confidence in taking tasks has its role in part with the learning process. Once the student becomes self sufficient, then the teaching has effectively accomplish its role. Furthermore, the importance of a teacher making assessments on a student’s capabilities is vital to facilitating education. In the successful grasping of an academic material and its content, being able to have rapport with the students to gain better understanding of their capabilities should intertwine directly with each learning style. Fostering a positive teaching environment requires that the student receives an invitation to participate in a friendly atmosphere. As a proclamation, there should be willingness for each student to express themselves with an utmost pride towards their work and success. In conclusion, my goal as a teacher is to provide to in each and every student with the necessary skills and knowledge so they could succeed on their own. I want to leave a memory of myself as teacher who was not afraid to roll up the sleeves to help another student in any way and influenced others to do the right thing. My colleagues recall me a teacher who regularly participates and who was active to contribute assistance to the school community.

Recruitment Resources

In this report I will compare the purposes of all different recruitment resources documents used in the selection and recruitment process for a given organisation Job Specification What the job involves This allows the candidate to fully understand what the job role involves before apply for the job. It allows candidates to figure out if they’re suitable for the requirements which the organisation is looking for, this can normally save time if the candidate believes the job role is not suitable for them.Job title This shows the candidate what title they will be under if they are successful with the recruitment selection process. Titles are normally the same title, privileges and area of business throughout all organisations; this can give the candidate an idea of where the role is based within the organisation. Department This is an important bit of information that is on the job description, this shows the candidate what type of area the role is based within in the business.C andidates normally have a preferred area of business which they want to enter within, candidates usually apply for specific departments when searching for vacancies, it allows candidates not to waste time for applying for roles in which departments they wish not to enter. Responsible To This explains to the candidates whom they will be responsible for, who will be their first point of contact if a problem occurs. It allows the candidate to understand where in the hierarchy they will be based within the organisation. Scope of the postThis is what is expected from the candidate if they receive the job offer and accept the offer. It explains the most important aspects of the role for the candidate to understand if they feel up to the requirements. Education and qualifications Employers use this heading to explain to the candidates which qualifications they would prefer the candidate to have. The qualifications normally relate to the nature of the role which can impact the motivation of the candidate if they had received the role. Name of complier and approverThis states who created the application for the candidate and who will be checking the application after it has been submitted to the organisation. Date of issue This can be useful for candidates to view when the vacancy role to see when the organisation had published the vacancy. It can show if the vacancy has been online for period of time, or is a brand new role being published. Person Specification Job Title and Reference Number and Management Responsibilities This information in the person specification is an important need to know information for the candidate to understand what they are applying for.Reference numbers are important to keep track of what job role you’re applying for since every role will have a different reference number, so you can always find your way back to the role. When talking to the organisation, they normally ask for the reference number to find the vacancy information fo r interviews etc. It’s also important to let the candidate understand what responsibilities they will adhere too, such as running a team, budget etc. Attainments and Qualifications This is the information which allows the candidate to understand if they are suitable for the role with the requirements that are set by the organisation.This is normally required for a known knowledgeable job which requires the candidate to fully understand the area of work. Organisations normally set a minimum level of qualifications, such as minimum C in Maths GCSE. General Intelligence This is placed within the person specification to notify what skills and knowledge the organisation would rather the candidate have, such as communication and people skills. The skills noted in the person specification usually relate to the nature of the job role. TemperamentThis is explained to the candidate in which type of temperament they would prefer from a candidate in the job role. These can normally inclu de friendly, cool under pressure and patient. Customer Assistants need to ensure that their temperament is suitable for dealing with angry and needy customers. Location of Role This tells the candidate where the role is located within the organisations hierarchy. This is important for the candidate as they would want to understand if they are higher than another department, and if they are responsible for any other staff members.Hobbies and Interests Organisations normally state what type of person they would prefer to fill their job role, this normally allows candidates to understand if they are suitable or not before progressing through the recruitment process. Previous Experience Organisations ask this to ensure the candidate has previous experience in a possible related role. Some organisations normally require previous experience so full training is not required, however most organisations offer training to ensure that the candidate is fully aware of the companies procedures et c. Letter of ApplicationThe letter of application is paragraphs putting together the job description and the person specification to make out the best of the candidate in a simple sentence which really sells the candidate. The letter of application needs to ensure that it includes all the relevant information, skills and knowledge required for the specific job role. It should also include positive skills which can then sell the candidate and then the organisation can try match their vacancy requirements to the letter of application. If they fit well together, the recruitment selection process will begin the candidate.

Marketing Plan: Maybelline’s New Perfume

Marketing Plan: Maybelline’s new perfume The University of Sheffield Marketing Management (MTG 2410) Blagoy Savov (BS11124) 21 August 2012 Abstract L'Oreal’s Maybelline, a global, mass market cosmetic manufacturer, has decided to develop and market a new fragrance for women. This report includes research, analysis and evaluation of the market environment for female fragrances. Furthermore, it outlines a marketing strategy for the new product which describes the marketing mix to be used by Maybelline in order to sell its new product addition to the target market.Introduction The fragrance market is a very competitive one with large companies having a global presence and well established images and brands. This market is also very profitable and ever growing with signs of great potential. Maybelline is one of L'Oreal’s brands and is well known worldwide for its value based cosmetics products.Now Maybelline is entering the fragrance market with a new female perfume and this report describes how it will take on this challenge. The first part of the report introduces L'Oreal, which is Maybelline’s mother company, its vision and company profile including its financial success. Maybelline falls under L'Oreal’s Consumer Products Division, which offers mass-market products. The report continues by presenting an environmental analysis of the market as well as a competitive analysis. There are three main players in the industry, which represent 24. 5% of the global market in the face of Coty Inc. Maybelline’s mother company L'Oreal, and Procter & Gamble. The first part of the report concludes with a SWOT analysis of the Maybelline, which indicates that the strengths and opportunities outweigh the weaknesses and threats. Based on the market analysis, the second part of the report proposes a target market for the new female fragrance product and a specific marketing mix in order to successfully reach its customers. The company L'Ore al L’Oreal is one of the largest cosmetics companies in the world, producing and marketing a range of make-up, perfume, hair and skin care products in over 130 countries.The company is headquartered in Clichy, France and employs about 68,900 people worldwide in a total of 41 factories. With 613 registered patents in 2011 the company earned 20. 3 billion EURO of sales in that year and currently has a brand portfolio of 27 international brands (L'Oreal 2011). For more than a 100 years L'Oreal has devoted its efforts in the business of beauty. Its mission is to enable all individuals to express their personalities, gain self-confidence and open up to others by offering the best cosmetics innovation in terms of quality, efficacy and safety.The company pushes the boundaries of innovation by heavily investing in research in order to explore new territories and invent new products (L'Oreal 2012). Wrapping up another year of financial growth, in 2011 Company Responsibility (2005 â₠¬â€œ 2011) – Reduced greenhouse gas emissions by 29. 8% – Reduced waste generated by 24. 2% – Reduced water consumption by 22. 6% – 95. 7% of waste is reused, recycled or used for energy production – Reduced total energy consumption by 6. % for 2010/2011 Company Profile – A century of expertise in cosmetics – â‚ ¬20,3 billion sales in 2011 – 27 global brands – 130 countries – 68 900 employees – 613 patents filed in 2011. L'Oreal grew faster than the worldwide cosmetics market and confirmed its position as the world leader in beauty. The company also heavily invests in being socially, ethically and environmentally responsible to ensure a sustainable growth in the long-term. Compared to 2005 the organization significantly reduced its gas emissions, generated waste and water consumption and invested in research in order to foster sustainable innovation.Maybelline As described in the journal by Aaker and Joa chimsthaler (2000) brand architecture is a structure that organizes the company’s brand portfolio and specifies the brand roles and the relationship between them. Coherent brand architecture provides tools to: ? ? ? permit brands to stretch across products and markets, resolve conflicting brand strategy needs, preserve brand-building resources by leveraging existing brand equity, protect brands from being diluted by over-stretching, and signal a new and different offeringAs outlined in the journal by Harish (2008), L'Oreal’s brand architecture is organized around 27 international brands, which are clustered in separate business divisions, each of which focuses on a specific target market. As illustrated in Table 1, L'Oreal’s business is structured under three divisions (Consumer Products Division, Luxury Products Division and Professional Products Division), one department (Active Cosmetics Department) and an ethical cosmetics brand (The Body Shop). L'Oreal†™s brand architecture, showing brands, positioning and sales channels. Consumer Products Luxury Products Profess.Products Active Cosmetics The Body ShopMajor international umbrella brands: L'Oreal Paris Garnier Maybeline New York SoftSheen Carson Le Club des Createurs de Beute (LCCB) Lancome Biotherm Helena Rubinstein Kiehl’s Shu Uemure Perfumes: Giorgio Armani Ralph Lauren Cacharel Victor and Rolf Diesel Positioning: Quality products at affordable prices for the masses Up-market luxury products for discerning consumers Specialist products for use by professional hair stylists and salon professionals Sales Channels: Mass market retail outlets in the case of L'Oreal Paris, Garnier, Maybelline and SoftSheen CarsonDirect marketing for LCCB High-end international department stores, travel retail outlets, brands’ own boutiques and perfumeries Hair stylists and salon professionals Pharmacies and specialist retailers Predominantly through body Shop’s exclusive retail chain Cosmeceuticals with proven safety and effectiveness; backed by pharmacists and dermatologists Ethical cosmetics for socially and environmentally conscious consumers L'Oreal Professionnel Kerastase RedKen 5th Avenue NYC Matrix Mizani Vichy La Roche – Possay Inneov SkinCeuticals Sanoflore The Body Shop Table 1 Within the Consumer Products Division, L'Oreal Paris is the premium brand while Garnier and Maybelline New York are the neighbouring aspirational brands. The company offers these distinct brands in order to satisfy different target groups and avoid losing customers to a competitor (Harish, 2008). L'Oreal’s goal is to make Maybelline a leading global mass-market brand. This brand is sold in about 127 countries and makes up over 45% of the total revenues.Maybelline is positioned to be the leader of massmarket cosmetics targeted at women between the age of 15 and 49 at a reasonable price and it successfully promotes the â€Å"urban American chic† image a cross the globe. Maybelline includes five ranges of products – face, eyes, lips, nails and tools. Each range includes several lines and there are individual products with unique brands under each line. As per Harish (2008) the products of the Maybelline group are mainly promoted through TV advertising and brand ambassadors like the supermodels Christy Turlington and Adriana Lima. Since 1915, the brand has been empowering women everywhere with the impactful slogan â€Å"Maybe she is born with it. Maybe it’s Maybelline. Today Maybelline New York is the leading makeup brand worldwide, which combines technologically advanced cosmetics with trendy expertise to create accessible products with a spirited style that empower women to make a statement by exploring new tools, experimenting without risk, and flaunting their own artistry (L'Oreal, 2012). L'Oreal has a licensing agreement with five different fragrance brands, which complement the firm’s wide spectrum of prod uct offerings. As described in Table 1 these brands fall under the Luxury Products Division, target discerning consumers and are sold in high-end department stores, travel outlets and boutiques. L'Oreal is now developing a completely new perfume under its own Maybelline product line. Environmental Analysis Market AnalysisThe fragrance market experienced a steady growth in sales in the period between 2006 and 2011. Furthermore the overall market growth is expected to accelerate in the next five year period. In 2010 the global fragrance market generated total revenues of $36. 3 billion resulting in a compound annual growth rate of 4. 2% for the period spanning 2006 – 2010 shown in Figure 1 (Datamonitor Global, 2011). Global fragrances market volume: million units 40000 35000 30000 25000 20000 4. 2 3. 1 5. 6 7 6 5 3. 9 4 3 2 $ million % growth 15000 10000 5000 0 2006 2007 2008 Figure 1 1 0 2009 2010 Consumption volume in the fragrance market increased with a compound annual grow th of 4. % between 2006 and 2010 resulting in 1. 3 billion units in 2010. By the end of 2015 the consumption volume is expected to rise to 1. 6 billion units. As shown in Figure 2 female fragrances showed the highest sales numbers generating $23. 1 billion of revenues in 2010, equivalent to 63. 8% of the market’s overall value (Datamonitor Global, 2011). Global fragrances market segmentation by type: % share 5% 64% Female fragrance Male fragrance Unisex fragrance 31% Figure 2 The fragrance market segmentation is distributed between the three major continents.As shown in Figure 3 Europe leads the consumption of fragrances by 45. 1% followed by the Americas with 38. %, Asia-Pacific by 10. 5% and Africa and the Middle East by 6. 4% (Datamonitor Global, 2011). Global fragrance market segmentation by region: % share 6% 11% Europe Americas Asia-Pacific Affrica and Middle East 45% 38% Figure 3 Overall the current fragrance market condition and especially the sub-category of female f ragrances shows to be positive and creates opportunity for new product additions, which is an advantage for Maybelline’s idea to introduce a new perfume (Datamonitor Global, 2011). Market Environment In the book by Perreault et al (2011) it is described that when creating a new product the required marketing strategy planning process includes electing the best opportunities and developing a strategy that will provide superior value to the potential consumer and a competitive advantage to the company itself. In order to find the best opportunity and create a marketing strategy, the company has to analyze and evaluate the important elements of the marketing environment and the occurring trends. Perreault et al (2011) continues by stating that there are different forces that create the market environment. These forces include the direct marketing environment comprised of the customer, the company, and the competitors and the external market environment comprised of the economic, technological, political, legal, cultural and social aspects.In order to create the best marketing mix (product, place, promotion, price and personalization) for the new female fragrance of Maybelline, the marketing environment has to be analyzed. Economic Environment As per Perreault et al (2011) the economic environment refers to macro-economic factors, including economic growth, national income and inflation which affect the way consumers (individual customers? ) and businesses consume. Changes in the economy in general in certain industries or parts of the world could have an impact on the consumption. Technological Environment Technology uses the application of science to convert resources into output.In particular it affects marketing by creating opportunities for new products and new processes. Technological advances allow for better communication and promotion opportunities and it furthers globalization. It also provides for more effective and efficient ways of producing an d delivering products and services (Perreault et al, 2011). Political Environment The political environment of a country is affected by the attitudes and reactions of people, social critics, and the government. The political environment can affect selling opportunities at both local and international levels. In some markets nationalistic feelings can reduce or block marketing activities, which creates a challenge for companies (Perreault et al, 2011).Cultural and Social Environment These two factors have a significant impact on the marketing environment. The cultural and social environment affects the way people live and behave, which in turn affects their consumption behaviour as well as the economic, political, and legal environments. These factors consist of different variables including: language education religion style housing view on work, marriage and family The growth of the fragrance market is different across the various geographic zones depending on the economic conditio ns in that area. The consumption of perfume is largely dependent on demographics and lifestyle trends, in particular the importance of luxury and status.If a particular country is experiencing difficult economic conditions, usually the luxury products suffer the most, as they are not a needed product but rather a nice to have (ReportLinker, 2012). In contrast mass-market, value products are not as impacted by the economy. The US, with the highest market share of 33%,shows steady growth partly due to the fact that the country is coming out of the recession and into better economic conditions. The consumption of perfumes in Asia is relatively low, aside from Hong Kong and Singapore, due to the economic conditions and the perception of perfumes and heavy scents being used as a way to mask body odour.However, the growth potential in these demographics is immense, especially as Asian women are adhering to the Western trends in fashion and personal care, and are receptive to using well-kn own brands for building their self-image (ReportLinker, 2012). The penetration of private fragrance labels in China stands at the low 5%. Brand loyalty and higher levels of disposable income provide popularity for the European fragrance products. Suppliers are targeting the younger population in order to attract new customers, due to the changing age structures in the country. To this day, Chinese consumers favor specialty stores when shopping for fragrances, which is an important consideration for companies wanting to be successful in this market (ReportLinker, 2012). Competitive AnalysisPerreault et al (2011) defines the competitive environment as the number and types of competitors the company is facing and the way these competitors behave in the particular industry. There are four basic kinds of competitive market situations: Pure competition A market state where buyers and sellers trade a uniform commodity such as wheat, copper or financial securities and no single buyer or sel ler has much effect on the market price. In its pure form this market state eliminates the purpose of marketing research, product development, pricing, advertising and promotion. Oligopoly A market state with a few sellers who are highly sensitive and alert to each other’s marketing strategies and pricing.In this market it is difficult for new sellers to enter. Monopolistic competition A market state where many buyers and sellers trade over a range of prices, rather than a single market price. The range of prices occurs due to the fact that the sellers offer a differentiating factor of their product to the buyers. The differentiating factor can be achieved through segmenting, price fluctuations, branding, advertising, personal selling and other marketing tools. Pure Monopoly A market state where a single firm produces a product, for which there are no close substitutes and in which significant barriers to entry prevent other firms from entering the market to compete.The fragr ance market is definitely a monopolistic competition in which many vendors sell to many buyers and there is a range of prices based on differentiating factors created through segmenting, branding, advertising and other marketing tools. The global fragrance market is greatly fragmented with the top three selling companies accounting for 24. 5% of the market value. Most of the leading companies are either large manufacturers of personal care products or large fashion houses and are geographically diversified. As most companies operate large production facilities, fixed costs are high in this market the vast business diversification eases the competitive pressure.In conclusion the rivalry in the fragrance market is moderate. Shown in are the top three leading players in the fragrance market, which are Coty Inc. with 10. 2% share, L'Oreal S. A. with 7. 7% share and Procter & Gamble Company with 6. 6% share. The rest of the market is divided between much smaller fragrance vendors and acc ount for 75. 5% of the market (Datamonitor, 2011). Global Fragrance Market Share: % share, 2010 10% 8% 7% Coty Inc. L'Oreal S. A. Procter & Gamble Company Others 75% Figure 4 Coty Inc. Coty Inc. is a privately held company that manufactures and markets fragrances, color cosmetics, toiletries, skincare, sun care and personal care products.It is headquartered in New York City, employs more than 8,500 people and distributes its products to around 90 countries. The company distributes its products utilizing different channels including department stores, specialty retailers, upscale perfumeries, pharmacies, mass market retailers and duty free shops. The company recorded total revenues of $25. 8 billion in FY2010, an increase of 11. 6% over the previous year. Revenues from the fragrance product category for the company reached $2. 2 billion in FY2009. North America accounted for 32% of total revenues, whereas Europe as its largest ? geographical market accounts for 57% of the total reven ues in FY2010, Asia with 7% in FY2010 and the rest of the world with 4% in FY2010.L'Oreal Even though L'Oreal is the mother company of Maybelline it still needs to be considered as a competitor in a way since it does have five fragrance brands under its umbrella. These brands are placed under the Luxury Product Division and include Giorgio Armani, Ralph Lauren, Cacharel, Victor and Rolf, and Diesel. Procter & Gamble Company (P) P manufactures and markets consumer products with over 300 brands in over 180 countries. The company is headquartered in Cincinnati, Ohio and employs about 129,000 people. The company offers its prestige fragrance products under its beauty division which recorded revenues of $20. 2 billion in FY2011, an increase of 3. 4% over the previous year. P earned 36. 9% of its revenues in the United States and 63. 1% internationally. SWOT Analysis of MaybellinePerrault et al (2011) describes SWOT analysis as a marketing tool used to create a marketing strategy which id entifies screening criteria (and identifies) and outlines the company’s strengths and weaknesses, and its opportunities and threats. The analysis has two categories: internal factors such as strengths and weaknesses, which analyze the company’s resources and abilities; external factors such as opportunities and threats, which are observed by analyzing the external market environment, customers, and competitors. This marketing tool helps the marketing department create a marketing strategy that takes advantage of the company’s strengths and opportunities while avoiding its weaknesses and threats.SWOT analysis is usually illustrated with a diagram consisting of four squares and each one of them summarizes the company’s strengths, weaknesses, opportunities and threats. Maybelline’s SWOT analysis is illustrated in Figure 5. Helpful Harmful Strengths ? Owned by the biggest cosmetics company in the world Solid financial backing Distributed in 127 countri es Leader in mass-market beauty products ? ? Established image Established production and distribution infrastructureWeaknesses Lack of expertise in manufacturing fragrances Product division completely focused on females Lack of expertise in producing natural and organic products Internal Opportunities Growing presence in emerging markets (Asia, South America) Natural and organic fragrances Men’s fragrances   Threats Counterfeit of fragrances Established strong competition Weak economic conditions worldwide External ? ? Figure 5 Strengths Maybelline enjoys a few significant strengths when it comes to its entry into the female fragrance market. One of them is the fact that Maybelline is owned by the biggest cosmetics company in the world in the name of L'Oreal, which has a solid financial foundation, an established image and existing production facilities and distribution channels. Maybelline itself has strengths in terms of its already established image and worldwide presen ce in the mass-market of beauty products. WeaknessesThe most significant weakness of Maybelline is the fact that it has no realistic expertise in developing and manufacturing fragrances and specifically female perfumes. The brand is well known for making and selling makeup, but the fragrance industry poses its own unique challenges. Maybelline’s complete product set is targeted only towards female’s including their research and marketing departments. This is considered a weakness since the men’s fragrance segment of the market is (still) emerging, which is outlined in the opportunities section of this paper. Another opportunity, which Maybelline is not ready for is the emerging segment of natural and organic products, which makes it a weakness for the company.The production of natural fragrances requires investment in research and development and different know-how and expertise, which Maybelline has not fully developed. Opportunities By the year 2020 countries in Asia and South America (emerging market) may represent more than 50% of the total cosmetics market, which directly affects the fragrance portion of the market. Currently, people living in emerging countries consume fewer cosmetics products than the rest of the world (Western Europe, North America, Japan, etc. ), but as their GDP is increasing, the consumption level should increase accordingly creating a great potential for penetration (Marketline, 2012). This presents a serious opportunity for Maybelline to offer its new fragrance in these demographics. Threats According to Global Insight Inc. 2007) and research performed by the Global AntiCounterfeiting Group, counterfeit perfumes and cosmetics cost the industry 3. 0 billion EURO annually in lost revenue and 555 million EURO in lost profit. The effects of counterfeiting include loss of profit, reduced investment and innovation, and an overall slowing down of the economy as a result of lost jobs and reduced tax revenues. Counterf eiting poses one of the biggest threats to Maybelline and its plans to introduce a new female fragrance on the market. Another threat is the long-time established competition in the female fragrance market including stable companies with an established image. This makes it difficult for Maybelline to penetrate the market with yet another new product.Currently, the global economy in general is struggling and especially in some European countries and the United States. As fragrances and cosmetics in general are not a ‘need’ but rather a ‘want’ product, the effects of lower income and higher unemployment rates are posing a threat to this industry and Maybelline itself. SWOT Conclusion By performing a SWOT analysis for the opportunity for Maybelline to introduce a new female fragrance into the market, it becomes apparent that the strengths and opportunities outweigh the weaknesses and threats. An already established company such as Maybelline is more than halfw ay of creating and marketing a new fragrance regardless of its inexperience with this specific product type.The struggling global economy and counterfeit products are challenges that every fragrance company faces, still this industry is strong and has the potential for growth. Market Strategy Perrault et al (2011) describes that to plan a marketing strategy is to find attractive opportunities and develop a profitable marketing strategyThere are two interrelated parts to a marketing strategy and they are the target market and the marketing mix. As defined in this book, a target market is a fairly similar group of potential customers to whom the company wishes to appeal. A marketing mix is the controllable variables the company puts together to satisfy this target group.These variables include the characteristics of the product, the place where the product will be sold, the price the Figure 6 product will be offered at and the promotion that would be used to market it. As illustrated in Figure 6 at the centre of the marketing mix is of course the target customer. Perrault et al (2011) states that the customer is placed in the center of the diagram to show that the customer is the target of all the marketing efforts. Target Market Currently, Maybelline targets women between the ages of 15 and 49 in more than 127 countries worldwide. Based on this wide market the new fragrance being introduced will be targeted to a narrower target, which is women between the ages of 18 and 34 living in Europe.Although as outlined earlier in this report, the men’s fragrance market is rapidly growing and has great potential, Maybelline offers products only to the female part of the population and has an already Figure 7 established image as such a brand. The new perfume brand will follow that image and target females only. The decision to initially introduce the product in Europe only is based on the fact that this is the strongest market for fragrances. If the product succee ds in this market its reach can be expanded to North America and even Asia. Furthering the definition of the target market, Maybelline will focus its marketing efforts on women between ages of 18 and 34 that are either single or freshly married with little or no children, have an active lifestyle and are young professionals. The target market is summarized in Figure 7. Marketing MixAs described in the book by Perrault et al (2011) the marketing mix specifies the details of the new product being developed and includes four P’s (product, place, price and promotion).1. The first P for Product may involve a physical good (a perfume in our case), a service, or a blend of both as well as its branding, packaging, and warranties. The basic idea is that the product has to satisfy a specific customer need.2. The second P is for Place, which defines how the product will reach its customer when and where it is needed. This includes the distribution channels used for getting the product s old.3. The third P is for Promotion and it describes the way the product will be marketed or sold to the customer, which includes advertising and public relations.4. The fourth P is for Price and specifies the amount of money a customer has to pay to acquire the product. When setting the price, the producer must account for the competition in the target market and the cost of producing and marketing the product. Based on the marketing principles and the research described above in this document a marketing mix for Maybelline’s new female fragrance follows. Product Name Maybelline’s new perfume will be called DENI which is an abbreviation for Desire, Exquisite, Natural and Intimate. The name describes what the perfume stands for. When a woman wears the DENI fragrance, she is desired, the scent is exquisite, the product is natural and the connection with it is intimate.Scent The scent of the perfume will be light and fresh, to be worn by females with an active lifestyle when going to work or being active. It is meant for everyday use and does not intrude, since the individual wearing it will be around people interacting. The perfume will only be available in Eau de Parfum spray since it is the lighter and more affordable version of the original scent. Ingredients An increasing trend in the market is the demand for natural products; therefore the DENI perfume will be made out of natural ingredients. This will possibly raise the production cost but compensate with a differentiating factor and the increasing demand for such products. Packaging DENI will be offered only in a 50ml glass bottle, which is compact and utilizing a screw on cap.The bottle design is meant for being carried in a small purse or a bag without the possibility of the cap coming off and being sprayed inside. To keep with the company’s green ideology, the bottle utilizes an aluminum removable pump, which can be separated from the glass bottle before disposal, so the glass bot tle can be easily recycled. The bottles are packaged in a cardboard box made completely from recycled paper and painted with natural paints. The bottle can also be returned to one of the stores where DENI is offered for a refill. Place DENI perfume will be manufactured at the current Maybelline plant located in North Little Rock, Arkansas.There will be an additional facility built for the manufacturing of the new perfume adjacent to the current massive factory. The administrative and transportation functions of the existing plant will be utilized for the new product as well as the distribution channels. DENI will be sold in Specialist Retailers, Department stores (including Duty-Free Shops), supermarkets and hypermarkets as it is a mass-market product with a low profit-margin. Price DENI will cost 38 EURO for the 50ml bottle to the final customer. The perfume is a mass-market product under L'Oreal’s Consumer Product Division and it is meant for everyday use and hence the pric e must be lower than the more luxurious products that the company itself offers as well as the competition.Table 2 shows a comparison of the prices for 50ml Eau de Parfum spray bottles of some of the bestselling perfumes on the market. For instance Chanel No. 5, as one of the best perfumes on the market costs nearly double compared to the price of an equivalent DENI bottle. The product however cannot be the cheapest since it has to be corresponding to L'Oreal’s image of offering high quality products. Perfume price comparison (EURO per 50 ml) 79 62 43 43 40 38 36 30 Table 2 Promotion Even if Maybelline creates the best product at the best price, no one would buy it if customers do not know about it. A very important part of the marketing strategy is the way the product will be introduced and advertised to the target market. As mentioned above, the target is women

Mattel Inc Research Paper Example | Topics and Well Written Essays - 500 words

Mattel Inc - Research Paper Example ategy that resulted to the acquisition of the Leaning Company reduced the management ability to carry out the normal quality inspection of the company products (Erika 28). This was the strategy that reduced the company success and quality of the products than the anticipated. In essence, the company thought that the diversification of its business would give it a lead in the manufacture of communication materials, not knowing that the cost of operation would be tremendously increase. As well, the expansion increased the operation cost, making the company to spend billions of US dollars in running the daily activities (Wooten and Erika 7). When the Leaning Company started registering losses, Mattel had to make an effort to rationalize the impacts that this would cause in the company (Segundo 1). They had to pay the debts that the acquired company made, thereby, affecting their financial position. As a result, the company accumulated losses, amounting to $475 million, in 1997 (Erika 33). This was the beginning of the company’s nightmare in maintaining the cost of operation and quality of the products. Secondly, the expected boom in the internet sales of the toys did not yield the outcome (Segundo 1). Indeed, the internet sales targeted the world market, and steady customer demands. Instead, the company recorded loss from the venture, thereby worsening its financial position. Third, the raised labor requirement also did not work well for the company. Therefore, the company embarked on a job cut, to reduce the expenses. In further reducing the cost, the company opted to use cheap materials in making the toys. In fact, the materials did not meet the quality requirements, making the products to be an environmental and health hazards to the users (Erika 39). Specifically, the coloring element that the company used in making the toys contained high amount of lead that exceeded the limit that the government had set. In summary, the problem that resulted to the

Consumer Behaviour Essay Example | Topics and Well Written Essays - 2500 words - 3

Consumer Behaviour - Essay Example In the modern business scenario, sustaining customer relation is more important that the old and often unsustainable "sell-it-forget-it" attitude. To build consumer loyalty and brand appreciation, marketing managers are increasingly turning to consumer psychology to create products and ad campaigns that are more compelling to the human psyche and easily retained in the human mind. In business, everything has a life cycle. Products, services, ad campaigns etc. have a vibrant period of activity after which it loses its sheen and becomes a liability on the company that promotes it. Even concepts have a life period after which they lose their relevance. This applies to ad campaigns as well. Ad campaigns have to be devised, modified, upgraded and dispersed at the right time and with optimum intensity in order to be of any value. Ad campaigns have to be devised keeping the consumer in mind. This means that each ad campaign will have an intended audience as its focus. Depending on the focus, ad campaigns will have to change its tone and tenor to attract the attention of the audience. A textbook definition of consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." 1 Not every ad is suitable for all age groups. Ads that are targeted at the young must be suited to their style and concepts. In addition, a very important point that campaigners have to adhere to is that ads must also satisfy peer pressure and not only the demands of the individual. Many young customers are easily swayed by peer pressure while older folks are more practical while considering the services that they plan to buy. Hence, while ads with a practical message often work well with older people, younger consumers

Islamic banking in the GCC in the Next ten Years Essay

Islamic banking in the GCC in the Next ten Years - Essay Example These Islamic banks neither charged any interest nor paid it. The functioning of these banks was limited to the industries and trade in which they made investments either as the depositors’ partners, or using their own capital. Considering the functionality of these banks, they were more of financial institutions than the commercial banks we see today. The first commercial bank was opened in 1971 in Egypt with the name Nazir Social Banks. The charter of this bank did not refer to Shariah. The first bank that was entirely and overtly based on the principles of Shariah was made in the year 1974 by the Organization of Islamic Countries (OIC). The name of this bank was Islamic Development Bank (IDB). The function of this bank was to engage in the intergovernmental activities to provide funds to the member countries for developmental projects. The business model of IDB included fees for the financial services as well as financial assistance for the developmental projects through pr ofit sharing. During the 1970s, numerous Islamic banks were established across the world which included but were not limited to the Dubai Islamic Bank established in 1975, the Faisal Islamic bank of Sudan established in the year 1977, followed by the Bahrain Islamic bank established in the year 1979. Several Islamic banks were also successively opened in the Asia Pacific region. The basic foundation of Islamic banking and how it differs from other banking conventions. â€Å"The basic principles of Islamic banking originate in the axioms of justice and harmony with reality and the human nature† (Kahf, Ahmad, and Homud 7). The simplest and the most fundamental definition of financing is the provision of goods, services, or any kind of production factors without the demand of an immediate counterpart on the part of the receiver. For example, employees in an organization deliver their services throughout the month and get paid at the end of the month. Islamic banking in its direc t sense is very much based on the same principle. Islamic financing means provision of production factors for which payment is rescheduled. â€Å"Real-life exchange and production processes have, as part of their components or forms, the provision of goods to consumers as well as equipment, materials and other means of production to producers† (Kahf, Ahmad, and Homud 8). This lays the foundations of the practices of Islamic banking. Islamic baking provides funds in terms of goods, machinery, or equipment for payments that are deferred. Islamic banking also provides the option of profit sharing. Such financing is based on justice as both parties share the profit made from a productive project according to their investment ratio along with sharing the risks involved. Comparison between Islamic Banking and Other Banking Conventions It is odd to draw comparison between the Islamic banking practices and the conventional banking practices because of the immensity of difference betw een the two. The most fundamental difference between Islamic banking and other banking conventions is that the former is based on the Shariah foundation whereas the latter are not. Islamic baking is characterized by non-existence of transactions that are interest-based. Islamic baking is devoid of any economic activity that involves oppression or speculation. There is imposition of Islamic tax called as â€Å"zakat† in Islamic banking. Islamic banking does not allow production of such goods and services that are considered Haram in

Virgin Galactic Research Paper Example | Topics and Well Written Essays - 3000 words

Virgin Galactic - Research Paper Example In pursuit of their mission, Virgin Galactic has acted as a proving ground for new technologies like using carbon composites in big sized aircrafts, which has applications across a many industrial sectors. This is why Virgin Galactic has been described as a significant industrial project in the twenty first century (virgin galactic.com, 2012). Branson was 19 years old when Apollo 11 took the first humans to the moon on July 16, 1969. On that day a young Richard Branson decided that he would experience the wonder of space. â€Å"Virgin Galactic's goal is to end the exclusivity attached to manned space travel, which means designing a vehicle that can fly almost anyone to space and back safely without the need for special expertise or exhaustive, time consuming training† (Virgin Galactic. com, 2012, par. 3). Virgin Galactic reviewed many spacecraft concepts before networking with Scaled Composites. Scaled Composites was founded by famed designer and builder of experimental aircra ft Burt Rutan (Leonard, 2005). Virgin Galactic’s spacecraft and launch vehicles were designed with simplicity and redundancy in mind. A complex system has an increased chance of failure; therefore simplification and risk reduction pay a pivotal role in their design. Scaled Composites has an exceptional safety record and is responsible for some of the most innovative experimental aircraft in the world. September 27, 2004, Branson announced that Virgin Galactic would finance the design and construction of a fleet of commercial spacecraft that would take thousands of passengers to space and back safely (virgingalactic.com, 2012). In addition to commercial sub-orbital space flight, Virgin Galactic offers sub-orbital scientific missions as well as orbital satellite launches. According to Virgin Galactic’s Web site, the company and the New Mexico State revealed that they had made a historic agreement in 2005 that would see the building of a state-funded $200 million spacepor t on a 27-square mile area of land. Virgin Galactic agreed to establish its headquarters and operate space flights from what would be known as Spaceport America in South Mexico (virgingalactic.com, 2012). New Mexico’s steady climate, high altitude, free airspace, and low population density make it an ideal location for the first commercial spaceport. Richard Branson and New Mexico Governor Susana Martinez recently dedicated the Virgin Galactic Gateway to Space at Spaceport America, New Mexico. Seven hundred guests gathered to celebrate the occasion and view a demonstration flight. There has been a steady increase in the interest in space tourism among engineers, scientist, entrepreneurs, and the general public. According to Virgin Galactic’s Web site, more than 500 tickets have been sold at US$200,000 per seat. The sky is no longer the limit and the market potential for this emerging industry is enormous. As the space tourism industry grows, they will need to cut their costs to remain competitive. Branson expects as many as five competing spaceship companies by 2020. He believes this competition will drive the price of a ticket down to a level that hundreds of thousands of passengers can afford to go to space (Allen, 2009). Several companies entering the market have already announced that their costs will be approximately half that of Virgin Galactic. The

The Inquiry Process Essay Example | Topics and Well Written Essays - 500 words

The Inquiry Process - Essay Example It is clear that students must understand to enjoy the learning process and to become analytical thinkers. Although student assessment is crucial in any institution that seeks out to evaluate the learning process of its student body, students must enjoy the learning process. In this particular study, a new type of assessment is proposed, which is known as hybrid-problem based learning. This new methodology imposes key concepts of critical thinking that traditional techniques lack in their system. Anderson (2006) They must enjoy the learning process through simulation. For instance, I would highly suggest e-learning software and applications that can be integrated in their learning environment. If a student struggled with an issue, I would hope that they have developed the necessary skillset to rectify that issue. McVicker (2009) One of the teaching methods I found useful for May is known as a project-oriented method in which each crayon represents a facet of the project known as systematic thinking. All these crayons compile to provide a more holistic approach. McVicker (2009) This would allow students to segment their thinking and understand how one attributes accumulates to provide a holistic approach of the bigger picture. This is critical in an educational system so students just do not memorize but integrate these techniques in their education. The role of teacher is to act as a facilitators and resolve any issues that might occur within the dynamics of the classroom. Teachers should not act merely as editors, but to harness the learning curve for students. I find that personally as a focal point in May’s teaching case. For instance, the teacher should teach the importance of word problems using a real-life application such as sales tax rather than ranting off the answers. Undoubtedly, there are no simple solutions but the goal of the teachers is to focus on higher-order concerns which emphasize aspects of holistic

What is jurisprudence all about Essay Example | Topics and Well Written Essays - 2000 words

What is jurisprudence all about - Essay Example He is a legal positivist because he considers laws to be disconnected from morality itself and more in line with a system of social guidelines which come with punishments for violations. Thus the viewpoint taken of jurisprudence by him is one of the analytical side where jurisprudence is taken as the philosophy which guides rules in a society that are in turn made into the laws of the society. In effect, Jurisprudence is based on primary rules which actually define acceptable and unacceptable conduct in a social system and secondary rules which tell law officials how to use the primary rules. There are further subdivisions of secondary rules which include the rules of adjudication, the rules of change, and the rules of recognition. In these, the rules of adjudication show ways in which the jurisprudence governs the resolution of legal disputes. The rules of change govern how laws can be altered while the rules of recognition allow rules to be considered valid or invalid. In terms of jurisprudence as it connects with the rules that form the laws in society, it can be debated if morality should be made a part of the equation and there are those who suggest that morality is an important element when it comes to making or altering laws. However, considering that Hart takes morality out of the equation, it could make jurisprudence more dynamic as the norms of society may change much faster than the moral standards of a given social order. Ronald Dworkin is perhaps more important of these two legal thinkers since his contributions to the field of law extend far beyond jurisprudence alone. He also works with the philosophy of law and political ideology debates where his opinions have been widely accepted and opposed as well (Burgess-Jackson, 1998). With regard to jurisprudence, his leading theory is the theory of integrity as it applies to the philosophy of law and the participants in the legal system. An understanding of this

Criminal Law doctrine and women who kill Essay Example | Topics and Well Written Essays - 4250 words

Criminal Law doctrine and women who kill - Essay Example Thus when women do not conform to the male-dominated sex role expectations of what it is to be a good wife, good mother and therefore a good woman, they are then considered to be 'doubly deviant' and punished for both their legal infringements as well as their refusal to conform to the female gender behaviour. This becomes all the more relevant while considering that the bulk of female homicides involve the killing of those closest to them that is, their spouses, lovers or infants thereby contradicting all concepts of motherhood, wife and woman. She further writes that when women kill it is typically not to terminate violence on their part, nor to gain any power over their male partners. Instead it is usually an attempt to get some degree of final and desperate control and relief for themselves from their abusive partner especially at that point when they realise that their very life is being threatened. Patricia Pearson, Toronto based author of the hard-hitting book on female violence When She Was Bad: Violent Women and the Myth of Innocence, says women get off the hook for violent crimes because society will not admit they can be predators. According to her some women are getting away with murder simply because they're women. She argues that legal defences, portraying the murdress in a battered-women's syndrome, and misogynistic attitudes are giving some women a social licence to kill and be violent because society considers it too intimidating to admit that women can be capable of ruthless crimes just like men. She writes that society would rather think ofviolent women as hopeless, weak or child-like creatures more likely to have been abused or being simply crazy. To prove her point she gives the example of women like the wicked Karla Homolka, who was guilty of helping to kidnap, sexually torture and kill three teenage girls, including her own sister. However, after winning a plea-bargained 12-year sentence she sat happily in her prison cell reading the books Battered Women and Perfect Victim. "It worries me when people begin to feel entitled to use violence because they've bought so deeply into the idea of their own victimization," Ms. Pearson said during an interview. "The whole idea of learned helplessness is, you're so helpless you can't walk out the door and therefore, somehow, you're able to discover the strength to shoot the guy in the head. I think a larger number of women than we realize get away with murder for a whole number of different reasons." "We don't want to take female violence seriously because I think we have our hands full with male violence and I think that we have an idea of women as being the people that you go to for your shelter. Out there in the mad and dangerous world at least you can go home at night to a sweet and comforting hearth. We can't accept the fact that we can't go home to a safe house." Ms. Pearson is highly critical of some feminists who, according to her, are trying to keep the issue of female violence hidden. This allows society to avoid admitting that women, like men, can commit violence for an elaborate variety of reasons, and not simply on account of madness or in self-defence. This also permits these feminists to continue depicting women as sufferers rather than predators. The silence on the issue, she says, is making sacrificial lambs out of men who are victimized by violent spouses, mothers and other women. "These guys are pariahs because we're

Hyperthermia Treatment for Cancer Research Paper

Hyperthermia Treatment for Cancer - Research Paper Example We have been able to find out that hyperthermia can become an effective method in the treatment of cancer with a little careful administration because a number of studies have shown that the survival rate and the rate of responsibility towards other drugs of cancer increases when they get combined with hyperthermia. The building blocks of our body are cells. Cancer takes place when there is an abnormal growth of cells in our body. The causes of cancer are generally genetic change or a defect in the chromosome of the genes. When the cell in our body multiplies rapidly and forms a lump it is called cancer or malignant tumor. Even at such an age of advancement, it is still difficult to decipher the true causes of cancer but a variety of research carried out in this field has given some guidance with regard to the causes of cancer and its treatment. (Dollinger et al, 2002, p. 3). Effective cancer treatment needs a combination of multiple medical specialties. The scopes of new capacities in the treatment of cancer are always expanding and the specialists are constantly adopting those techniques to treat the disease successfully. A treatment process should be such that it incorporates maximum benefit in the removal of the disease. (Chabner and Longo, 2005, p.1). The aim of this discussion is to find out the effectiveness of hyperthermia as a method to treat cancer. At the same time, we will also find out as to why hyperthermia is most effective. When the application of hyperthermia becomes most effective is also one of the objectives of our study. Last but not the least we will also look at the limitations which hyperthermia has in the treatment of cancer. This discussion has mostly been qualitative in nature.  

Victors act Essay Example for Free

Victors act Essay In Frankenstein, many issues are raised concerning sciences interference with nature. Today, scientists are coming increasingly close to being able to clone a human being using genetic engineering. Dolly, the first cloned sheep is proof that we have the technology to clone mammals. From Frankenstein we can learn that creating new life is a massive responsibility and ultimately is wrong, because it is impossible to imagine the problems that might arise. In this situation the novel is even more relevant today, because in 1818 cloning was only a dream, and now it is closer to reality than ever before. Throughout the novel Frankenstein there is a pervading theme of the quest for knowledge, which still continues today. Victor attempts to surge beyond accepted human limits and access the secret of life, just as many genetic scientists are trying to do today. Likewise, Walton attempts to surpass previous human explorations by endeavouring to reach the North Pole. This ruthless pursuit of knowledge proves dangerous, as Victors act of creation results in the destruction of everyone dear to him, and Walton finds himself perilously trapped between sheets of ice. I think that although we may have the knowledge to do something, it doesnt mean that we must do it, if it has moral or other implications. For example we know how to make a nuclear bomb, but should we ever use it? Another issue that the novel raises is the issue of moral responsibility. We need to care for humanity as a whole, not just ourselves. We in the rich West have money food and shelter while those in other lands such as Ethiopia are starving. In these modern times, we also have a responsibility to care for and sustain the environment, not to abuse the gift of nature. This is in contrast to the deforestation of Amazon Rainforests in Brazil, where millions of trees are cut down every day for the Western worlds timber and paper needs. We are even more aware of the damage to our environment now because of the scientific progress we have experienced since Shelleys day. Frankenstein refuses to take moral responsibility for his creation. Today, people emphasis their rights over their responsibilities. Perhaps even more than in Shelleys time, we need to encourage moral responsibility in our individualistic society, where most people seems to be looking out only for themselves. Another final issue raised by the novel is the issue of prejudice. An example of prejudice is anti-Semitism: prejudice towards Jewish people. Anti-Semitism was a tenet of Nazi Germany, and in the Holocaust 1933-45 about 6 million Jews died in concentration camps and in local extermination pogroms, such as the siege of the Warsaw ghetto. In Eastern Europe, as well as in Islamic nations, anti-Semitism still exists and is spread by neo-fascist groups. In spite of the globalisation of our world, through air travel, TV and the Internet, since Shelleys day, we still have many examples of prejudice and discrimination against those of different appearance, colour, race, intelligence, sex, age from ourselves. Throughout the novel, the monster is rejected and exiled because of his appearance, when deep down he was an intelligent, thoughtful and emotional being. No one could see past his horrific appearance to reveal his personality and thoughts. To be a victim of prejudice is demeaning and makes the person feel worthless. Despite this, the Monster fights on, trying to befriend people until he finally gives up and decides that the best thing to do would be to die. This type of attitude and feeling is something that people should not have to deal with in such a multi-cultural world we live in, for we are all human beings.

The Function Of Genre In Film

The Function Of Genre In Film Film genres are various forms or identifiable types, categories, classifications or groups of films that are recurring and have similar, familiar or instantly-recognizable patterns, syntax, filmic techniques or conventions that include one or more of the following: settings (and props), content and subject matter, themes, mood, period, plot, central narrative events, motifs, styles, structures, situations, recurring icons (e.g., six-guns and ten-gallon hats in Westerns), stock characters (or characterizations), and stars. Many films are considered hybrids they straddle several film genres. This is one of the many definitions for a film genre but the word genre itself is the French word meaning type or kind. So it can be said the genre of a film is basically what type of category a movie falls into e.g. Western, comedy, action, thriller, horror musical to name a few. However the are other subgenres (chickflicks), minor-subgenres (Blockbusters) certain movies can fall under more than one genre e.g. action-thriller.As a result some film experts will create new genres or subgenres to describe these combination films, such as action comedies or dramedies. In general, however, most films made in a specific genre, such as film noir or crime drama, follow the established structure and plot lines of that genre. Genres help prospective audiences choose movies and help indicate for whom a certain film was made and what they should expect to see i.e. in a western movie the viewer should expect to see cowboys on horseback. This categorisation also enables movie producers to target what type of audience they are selling the film too, e.g. horror movies will be aimed at thrill seeking youth audiences. By promoting films by their genre it helps the film industry from an economic standpoint since certain genres are known to generate larger box office profit than others .Film genre helps the cinematic industry as a whole by helping the audience choose which film they want to s ee. In addition, it also allows actors to show their talents and achieve popularity through a particular genre of film. In my essay I will discuss By the end of the silent era, many of the main genres were established: the melodrama, the western, the horror film, comedies, and action-adventure films (from swashbucklers to war movies). As many films started to use the same techniques and had similar plots, settings the categorization of Films into certain genres .Musicals were inaugurated with the era of the Talkies, and the genre of science-fiction films wasnt generally popularized until the 1950s. In the 1960s cinema was beginning to be recognized as a legitimate art form .Due to increased popularity in film .As a result of increased attention film guidelines were developed to attempt to understand the significance of film. From this environment emerged (in conjunction with the literary movement) an authorization of critical studies called genre studies.Each genre had its own elements that make it stand out from others such as story line, setting, characterization, style, star actors, and creative devices such as stunts or act ion sequences They were placed into specific genres based on these elements .There are various aspects to what makes a film fit into a genre an example of this is Westerns usually have certain codes: for example, a hero wears, while the villain wears a black hat; when more than one cowboy faces the other with no one in between them, there will be a shoot out, desert landscape.etc All Western films can be read as a series of codes and the variations on those codes. There are many benefits of Categorizing films by genre makes a movie easier to promote to its target audience .As most people have a particular preference for certain genres this makes it easier for them to distinguish what kind of films they would enjoy .By knowing the genre of a movie it gives the viewer a greater chance of what to expect and whilst watching the movie they unconsciously remembers similar plot lines from past films this give them greater appreciation of the plot and ending. Genres benefit actors because some actors may have had successful films within a particular genre and achieved popularity that way. By promoting films by their genre it helps the film industry determine the popularity of the movie and how much money it will make at the box office .Film genres are comparable to musical genres or literary genres in many ways. A filmmaker often understands what elements are expected in a specific film genre and steer the film towards that end. Some actors/actresses are generally associated with a specific type of film genre, as well as scriptwriters and directors. An example of this is the late director John Ford, who worked almost entirely in the Western film genre. Actor Hugh Grant is perhaps best known for his work in the romantic comedy genre .These actors usually stick to specific genres as they are suited best to them and are successful as a result .This is also true of movie producers .when promoting a film by its genre it helps the film industry from a money making viewpoint as since certain genres are known to generate larger box office intakes than others .The period of time is also relevant i.e. what genres are popular at that time an modern day example is the Fantasy/romance Movie Twilight saga a group of about a teenage girl who falls in love with a vampire .The success of the Movie has encouraged other movies of similar storylines about vampires like television programmes and movies(True Blood, Vampire diaries) .Finally, film gen re is useful in helping the director of the movie. Film genre makes good directors better. Film genre enables directors to use symbols and settings from past movies within the same genre to appeal to human emotions. Genre restricts the director into following the storyline accurately and prevent the use of themes that might be completely opposite from the original idea of the film and as a result lose the intended audience. The Director must still keep within the specified genres guidelines within reason. In conclusion, film genre plays a crucial role in the cinematic industry. It helps the scriptwriter to better focus his thoughts and words, the director to shape the flow and feel of the film in a way that will make the audience comfortable and it helps the movie going public to make choices that suit their personal taste

Runway And Terminal 6 Developments Engineering Essay

Runway And Terminal 6 Developments Engineering Essay The problem that I have decided to research and gather a greater understanding of, is the expansion of Heathrow. This is a greatly debated topic at the moment, and something that comes under scrutiney from numerous people and parties. If this work is successful it would show people that real issues surrounding the very controversial expansion, and the solutions that the expansion will solve, and the new ones that it will create. The problem I am looking at is the likely impacts of Heathrows 3rd runway and terminal 6 developments. I am going to be looking specifically at the environmental, economic and social problems caused by the possible expansion. For my research, I looked at recent news articles, websites and documents released by the government, and other organizations that look into developments like this. I think that the answer that I found with this research was that the airport should not be allowed to expand, however, Stansted airport should. The answer that I have come up with is potentially possible. Assess the likely impacts of Heathrows 3rd runway and Terminal 6 developments. On the 16th December 2003, the British Government announced its intentions for the future of air travel in the UK. This included the 3rd runway at Heathrow, as well as the 6th Terminal. There has been considerable opposition to this development, especially from Environmental Groups, such as Greenpeace. This essay will assess the likely environmental, social and economic impacts of having the third runway, and whether some of the current imapcts of the airport will be resolved. Heathrow is the UKs biggest and busiest airport. It is also one of the busiest airports in the world. It is located in the Hillingdon Borough of London. The airport is about 14 miles west of Central London. The airport has very good access with two main roads near it, these being the M4 and the M5.  [1]   From the maps, we can see the airport is located to the west of the city. As the airport has East-West runways, there are tighter operating restrictions on when planes can arrive and depart. Most of the major European airports, such as Amsterdam and Charles-de-Gaulle, are located North of South of their respective cities. Amsterdam has runways in 5 different directions, meaning that planes can arrive and depart at most times of the day without disturbing anybody. Charles-de-Gaulle has East-West runways, but can operate more freely as there is no city in its way. These airports do not run the risk of arrivals and departures over peoples house at unsociable times. Heathrow has to clamp down its operations during the night so as not to disturb nearby residents. Heathrow is operating at about 99% capacity, while Amsterdam and Charles-de-Gaulle are operating at about 70% capacity. As both these airports have at least double the current number of runways at Heathrow, they are airports that could start taking business away from Heathrow and the UK.  [2]   The government issued some strict policies for the 3rd runway. Firstly, the third runway will operate at half its capacity when it opens, (scheduled in 2020), raising the total number of flights at Heathrow from 480,000 to 600,000 rather than the 702,000 that was inteded. Secondly, the total carbon emissions from UK aviation must fall below 2005 levels by 2050. And finally, aircraft using the third runway will have to meet strict greenhouse gas emissions standards. This is the toughest climate challenge for aviation in any country in the world.  [3]   There are numerous impacts that the 3rd runway and the Terminal 6 developments could have. I have broken these down into environmental, economical and sociable reasons. The environment could be hit hard by the 3rd runway and Terminal 6 developments. Firstly, surface runoff will be increased. Surface runoff occurs when the ground cannot soak up any more water, and the excess water ends up flowing across the top of the ground. At Heathrow, this problem will be escalated by the high amount of impenetrable surfaces, such as concrete and tarmac. This extra surface runoff could cause flooding, or depending on where it is directed (if at all), it could make the drainage system fill with silt. Flooding could then become a bigger problem, or, depending on the drainage system type, erosion could occur. The erosion would be more noticeable on a natural drain, such as a river or stream. Airports use large amounts of aviation fuel and, in the winter, large amounts of de-icing fluid. This, if ending up on the ground, could get into a water source, and start contaminating water. A problem noticed at airports other than Heathrow, such as airports in countries with a colder climate and that are more prone to snow and icy conditions, would be fluids ending up in the snow. They are not visible to the naked eye, but when the snow starts melting, they become a big problem, as they usually enter a water source through surface runoff. For Heathrows latest terminal building (Terminal 5), they have designed a SWOT system. SWOT stands for storm water outfall tunnel. All surface runoff water is pumped into a specially built reservoir, 2 kms away from the airport. Before the water is allowed into the reservoir, it is thoroughly cleaned. The system is helping to reduce the environmental impact of the airport as well. Some of the cleaned water is pumped back to Terminal 5 and used in the heating system and in toilet flushing.  [4]   The lack of vegetation will mean that there is more soil infiltration taking place. Water will be absorbed quicker into the soil, which means that it will become more saturated in a smaller amount of time. This means that surface runoff may be a bigger problem at the airport when it rains. The extra runway and terminal will cause lots of extra congestion around London. This is enhanced by the airports location on the M4, and very close to the M4/M25 intersection. Any accidents in and around the airport will have a knock on effect on the surrounding roads. If people are sitting in queues, then they are using fuel without moving anywhere. The increased passenger numbers through the airport will increase pollution from cars as people will have to get to the airport. Planes will still leave the airport at their scheduled time, whether passengers are onboard or not. This means that planes are still polluting the atmosphere, but with less people on board, and the people that are not on board, are still polluting the atmosphere by being in queues. After the construction phase of the airport, any habitats that have not already been destroyed will be severely affected. The surface runoff could temporarily destroy habitats. A lack of wildlife in the area would look bad on the airport, as airports try to encourage some sort of wildlife into the area. However, birds and planes do not mix very well, as was proved on 15th January 2009, with the River Hudson plane crash.  [5]  The airport would have a lack of vegetation around it, apart from grass, and a lack of vegetation reduces humidity. A lack of humidity may cause animals to leave the area. Figure Noise pollution will become another major issue. The animals around the airport eventually get used to the noise. Humans living around the airport have to get used to the sound of the airport, but they are never satisfied, despite the lower and lower noise regulations. Figure 1 shows the current (2008) noise levels (in decibels) around the airport.  [6]   Figure 2 Figure 2 shows the predicted noise levels in 2030, again measured in decibels. As you can see, the 57 decibel mark has moved much closer to the airport. This is due to planes becoming more powerful, and quieter. This means that they can climb higher out of the built up areas. When the plane is higher, the sound of the ground is reduced, and something that is good for the environment would be that the higher a plane goes, generally, the less fuel that is uses.  [7]   Figure 3Figure 3 shows the 57 decibel mark around the airport in 2030. This map has the added feature of showing the average daily usage of each projected departure route. The 3rd runway predicted departure routes do not merge with the existing runway depature routes, this could be due to the runway only serving short haul destinations.  [8]   Figure 4The use of bigger planes, such as the Airbus A380 will help the surrounding area. This plane can carry up to 800 people, with a 1000 people varient on the way. Encouraging the use of larger aircraft could be one way that Heathrow reduces its damaging effects on the environment. At the moment, Heathrow is cutting back on noise levels. However, this has been done by not letting older planes use the airport. The effects of the noise levels being cut down are slowing, however, as there are a very limited number of older planes that use the airport. Night flights have also been reduced, and there are only a number of planes that are allowed to land at night, due to noise restrictions. http://newsimg.bbc.co.uk/media/images/44365000/gif/_44365809_heathrow_flight_paths416.gif Figure 4 shows the holding stacks used by Heathrow. These are currently situated at Bovingdon, Lambourne, Ockham and Biggin. The holding stacks are used to hold planes while they wait in line for their landing slot. With a 3rd runway only to be used for short haul flights, and at half capacity (initially), the airport could make use of the runway to get planes on the ground quicker. This means that planes are flying for less time, saving fuel and reducing pollution. This will obviously help the environment. At the end of a long haul flight, the aircraft weighs about the same as a plane that is about to start a short haul flight. As landing distances are always shorter than take off distances, the 3rd runway could be used to help get planes on the ground. It should be pointed out that the diagram is for the current two runway layout that the airport already possesses. This does not take into account any holding stacks that could be made by the new runway, or holding stacks that have to be moved or made nonexistent for the future. The airport could end up with its own microclimate due to the darker surfaces absorbing heat and releasing it slowly throughout the day. This could make the temperatures at the airport 1-2 °C warmer. As the air is warmer, it will be able to hold more moisture. Warm air rises until it reaches the dew point, and then it will start to form clouds. The clouds will eventually release the moisture as rain. The airport could be wetter by between 5 and 10%. The pollution around the airport will increase the effect of the clouds, as raindrops form around pollution. At the airport, there would be lots of pollution, and so lots of rain will be forming here. There will be less humidity around the airport (as mentioned earlier, due to the lack of vegetation). Even though there will be more rain, the airport will be hotter, so the moisture will be evaporated quicker. And as the prevailing wind direction is from the west, the clouds and rain could be moved over the main city of London. In microclimates, sometimes the wind is altered. At Heathrow, it depends on where you are, as to how the wind has been altered. The prevailing wind direction is from the west (heading east). A lot of the buildings at the airport are North-South facing (even more so when Terminal East is built), and so you will be protected from the wind more when you are between these buildings. There are going to be numerous social impacts of the airport being expanded. The residents of the area that Heathrow most directly affects (West London) are going to have noticeable impacts on their day to day life if/when the third runway are built. Firstly, the airport will be busier, meaning that the noise from the airport will start earlier, and may also be louder. The airport has a policy that no planes should land before 5 am, unless it is an emergency, however, British Airways have a flight from Honk Kong that lands at 4:30 am every morning.  [9]  This disrupts residents, and as a result, many suffer from lack of sleep. The sound from the planes taking off is heard all day long. Even in the areas that are not classed as noise affected, the plane noise is very loud, and pretty much constant. Residents complain that after one plane has gone out of ear shot, another plane enters, and the cycle starts all over again. Some residents health is going to be affected by the airport expansion, mainly because air pollution will increase. Asthma in young children is severely affected by air pollution. Apparently, Heathrow already breaks the EU regulations on nitrous oxide. Even more flights would mean that the levels of this gas would be greater than ever before. A lot of efforts to make airport noise quieter normally mean that more nitrous oxide is produced. Sipson, a village near the airport would have to be cleared for this 3rd runway. The village would lose about 700 homes, a church and eight grade II listed buildings and graveyard would have to be bulldozed to make way for the new transport links. The noise levels from the airport would be greater as there would be more flights. BAA has said that the noise levels would not exceed 2002 noise levels. However, in 2002, Concorde was still operational. The noise from just one Concorde flight every 4 hours is the equivalent of 120 flights, one every two minutes, spread of the same time period. Also, with the noise pollution, the diagram on page 3, showing the 57 decibel mark is a true diagram. However, noise annoyance does start at around 50 decibels. There are only 258,000 people living within the 57 decibel mark region, but there are over 2 million people living in the 50 decibel area.  [10]   Lastly, there are going to be economical impacts to do with the expansion. The government have outlined some figures on what the runway will bring to the economy, and what it will cost the economy. The figures are shown below: Generated user benefit + £9 Billion Producer benefit + £5 Billion Government revenue + £3 Billion Climate costs - £4.8 Billion Building costs - £6.8-7.6 Billion Tourism An undecided positive amount Other costs/benifits - £0.3 Billion Total net economic benefit + £5.1-5.9 Billion The terms in the above table are defined as: The Generated user benefits are the economic benefits to future passengers who will be taking a flight in the future, when flying is cheaper. The flying will be cheaper, as the more capacity an airport has, the cheaper the flights. The Producer Benefit and Government Revenue figures are benefits due to the extra revenue that the airports operators gain and the greater tax revenue the government gets, due to greater passenger numbers. Climate costs are an estimation of the cost of the damage caused by the additional emissions from the extra aircraft using Heathrow. Building costs are the estimated building costs of building the 3rd runway, and the extra infrastructure that it needs. Other costs and benefits are estimations of the damage caused by the extra noise pollution, and other costs that may not be documented. Tourism costs are a figure that is harder to define, mainly because the extra runway could be used in two ways. Tourists could come to the UK and boost the economy over he re, or people from Britain could be going abroad on holiday, meaning they boost the economy of other countries.  [11]   Figures of about  £30 Billion over 60 years have been forecasted, however, the initial figure has been released of around  £5.5 Billion over 60 years. BAA (the airport owner) has said that the runway could be worth as much as  £7 Billion a year. This is due to the current economic climate and the growth of air travel at the moment. When we come out of the recession, this figure will no doubt be massively increased. The extra money that would be created due to the runway would not be directly associated with the airport. The runway would create extra jobs, and mean that London becomes an even bigger international business location. The 6th Terminal has not been mentioned in these prices, but more jobs would be created in the process of this terminal being built, and being made operational. The airport would have to employ more staff to keep the Terminal functioning properly. The runway would manage to reduce delays and increase the frequency of flights. This means that people could be more productive (especially business people) as they would not be travelling for as long to foreign destinations. The average cost of a minute delay in a plane is  £23.40 (In 2005 prices). Taking into account the average plane delay time at Heathrow in 2005 and the cost of a delay, the total cost of delays to all the airlines operating at Heathrow was estimated to be more than  £185 million. The 3rd runway should help to reduce delays, meaning that money is not going to be spent on delayed planes. It should be mentioned here, that not all flights are delayed due to airport capacity. Sometimes passengers do not turn up for their flights, and their luggage needs to be unloaded, adding to the departure time, and effectively delaying planes. The weather can also mean that planes are delayed. Sometimes, airports are closed due to the weather. However, Heathrow airport is rar ely closed due to the weather. Destinations within the UK would be more easily accessible as well. The new runway and Terminal may allow extra destinations to be reached by the airport, reducing the need for transfers at airports outside of the UK. The delays in the runway being built are losing the UK economy an estimated  £900 million to  £1.1 billion each year.  [12]  This is a serious amount of money, and in the current economic climate (3rd quarter of 2009), could be money that would really help to boost the economy within the UK. This money would mostly be spent on jobs and tax meaning that many unemployed people in London and the surrounding area would find direct employment with the airport, and people further afield would be able to find jobs to do with the airport, but not necessarily at the airport. There are other alternatives to expanding the airport. These would eradicate the problems associated with the current site of the airport, and they would also enable the UK to increase its airport capacity. The new sites that have been considered include an airport in the Thames Estuary, Maplin sands, near Southend-on-sea in Essex and expanding Stansted. The planning and evaluation stage of Maplin sands didnt get going as there was a lack of public money for this project. Expanding Stansted airport has been another option that has been deeply explored. If Stansted had two runways, then it would have a higher passenger capacity per year than Heathrow does. Also, it would be able to have flights going during more hours of the day than Heathrow does, due to the operating restrictions surrounding each individual airport. There are plans for Stansted to have up to 4 runways, considerably increasing its passenger capacity, and making it the busiest airport in the world. The airport in the Thames Estuary would have virtually all its flights leaving over the North Sea, meaning that noise pollution would not affect anybody and the airports actions would have minimal impact on people if the airport was built in the estuary. Since the 1960s, 13 major cities have moved their main airports from inside the cities to the outskirts of the cities. These include Paris, Milan and New York. The most recent and noticeable airport move would be Hong Kong International airport. The government spent 6 years and $20 Billion on construction of an artificial island for the airport, building the new airport, and linking the airport to the city with a high speed bullet train. The main reasons for not moving Heathrow would be the money issues. The expansion has already had  £65 million spent on it, and the spending has to come to a stop. This is because the Labour party are the only party that are pushing forward for the expansion and there is not much point spending any more money if the airport will not be allowed to expand under a new government. If the government decide to move the airport, building the 6th terminal and 3rd runway would have been a waste of time and money. In conclusion, therefore, the Heathrow expansion does have numerous problems surrounding it. Some problems that the current airport has are solved, but these solutions mean that more problems will be caused. Some of the solutions for the airport as a whole are very promising, such as building a new airport, or expanding Stansted. However, these will inevitably bring new problems. In my opinion, the airport should not be closed down, nor should it be expanded. They should simply finish building the current Terminal East, and leave the airport as it is. Stansted should then be expanded and some of Heathrows daily flights moved there. Heathrow airport would then be able to carry on as it was, without having any extra problems created. As BAA own Stansted anyway, they would still be getting a greater income, but without having to expand Heathrow. There are lots of questions surrounding the expansion of Heathrow airport, and in my opinion, I do not think that the expansion should go ahead . The problems that it would solve would not counteract the problems that would be created.

I Intend to Pursue Engineering :: College Admissions Essays

I Intend to Pursue Engineering The college admissions and selection process is a very important one, perhaps one that will have the greatest impact on one’s future. The college that a person will go to often influences his personality, views, and career. Therefore, when I hear people say that â€Å"it doesn’t matter that much which college you go to. You can get a good education anywhere, if you are self-motivated,† I tend to be rather skeptical. Perhaps, as far as actual knowledge is concerned, that statement is somewhat valid. Physics and mathematics are the same, regardless of where they are taught. Knowledge, however, is only a small piece of the puzzle that is college, and it is in the rest of that puzzle that colleges differ. At least as important, or even more important, than knowledge, is the attitude towards that knowledge. Last year, when my engineering team was competing in the NEDC Design Challenge, held at Hopkins, after the competition I and a few friends talked to a professor of civil engineering. What struck me is the passion with which he talked about his field of study. At Hopkins, everyone-the students, the faculty, the administration-displays a certain earnestness about learning. This makes Hopkins a good match for me, as I, too, am very enthusiastic about the subjects I study. I love learning, and when those around me do too, it creates a great atmosphere from which everyone benefits. My enthusiasm and activeness extend not just to academics, but to other aspects of life as well. I am very involved in extracurricular activities, participating in my school’s engineering club and math team, and I love sports, having played on the varsity soccer and tennis teams for three years. This makes Hopkins, with its great sport traditions and a multitude of clubs and organizations, a great choice. Further, while in college I intend to explore new activities. Because of my school’s small size and dual curriculum, there is a relatively narrow spectrum of activities available for me. Hopkins affords a great opportunity for me to branch out and participate in organizations to which I previously had no access. Another aspect of Hopkins that attracts me greatly is its student body, diverse and multicultural, but at the same time uniformly strong academically. Since I myself am a refugee from Russia, where I experienced social and cultural anti-Semitism, multiculturalism and acceptance of different groups are very important to me, not to mention that it allows me to meet people of different backgrounds and learn of their varying perspectives.

IMPAIRMENT NEURAL DEVELOPMENTS AND SYMPTOMS OF AUTISM DISORDER Essay

Autism spectrum disorders are a common neural developmental brain condition (Cheng et al., 2010). It does not have unifying neurobiological or pathological etiology (Geschwind& Levitt, 2007) .It characterized by impaired social interaction and communication skills and restricted repetitive behavior (Johnson & Myers, 2007). Medical condition such as mental retardation, chromosomal anomalies and seizures are often appear with autism (Casanova, 2007). During first 3 years of childhood, these major symptoms are revealed (Casanova, 2007). Autism is one of three recognized condition and the other two know as Asperger’s syndrome (Levy, Mandell, & Schultz, 2009). There are also secondary symptoms that may not be shown in individual with autism disorder such as lower IQ performance and sensory sensitivity (Alexander et al., 2006). It occurs due to altered recognition and connection of brain nerve cell and their synapses (Levy et al., 2009). Other factor contribute to the occurrence of autism are genetics or environmental factors or both (Rodier, 2004). In 1960s, it was estimated to occur in five in every 10,000 child worldwide but this number is increased recently to be 72 in every 10,000 child since the 1990s due to the change in diagnostic practice and media attention (Newschaffer et al, 2007). The reason of increasing this disorder in recent year is still unknown (Comi, Zimmerman, Frye, Law, & Peeden, 1999). This essay will discuss the causes of Autism spectrum disorders, brain structure changes that involved in this condition and thus the major and secondary symptoms occurrence in relating to these structure impaired development in the brain. Autism appears between embryo development and the first 3 years of child development and c... ... Schendel, D., & Windham, G. C. (2007).The Epidemiology of Autism Spectrum Disorders. Annu. Rev. Public Health, 28, 21.1–21. Geschwind D. H., & Levitt, P. (2007), Autism spectrum disorders: developmental disconnection syndromes. Neurobiology 17,103–11. Johnson, C. P., & Myers, S. M. (2007). Identification and Evaluation of Children With Autism Spectrum Disorders. PEDIATRICS, 120, 1183-1215. Levy, S. E., Mandell, D. S., & Schultz, R. T. (2009). Autism. The Lancet, 374(9701), 1627 – 1638. Lam, K. S. L., & Aman, M. G. (2007). The Repetitive Behavior Scale-Revised: Independent Validation in Individuals with Autism Spectrum Disorders. Springer, 37, 855–866. Rodier, P. M. (2000). The Early Origins of Autism. Scientific American, 56-63. Rodier, P. M. (2004). Environmental Causes of Central Nervous System Maldevelopment. PEDIATRICS, 113, 1076-1083.

Blood Brothers by Willy Russell :: Blood Brothers Essays

â€Å"Blood Brothers† by Willy Russell Blood Brothers seems to have been set in the 1970s/80s around Liverpool. There is a lot about striking and major redundancies in it. Also about people moving "out of Liverpool" into the "country" ( Skelmersdale ), in order to provide better housing and better prospects for everyone. The social climate of the working class appears to highlight the differences between working and middle classes. The contrasts between the personalities and characters of Miss Johnstone and Mrs. Lyons are clearly shown throughout the play but these characteristics are mirrored within where each character resides. There is a clear and distinct line between the two social worlds is obvious as Miss Johnstone and Mrs. Lyons are shown to live at opposite ends of the social scale, Mrs. Lyons in a respectable area with everything money can buy, and Miss Johnstone in a rundown semi on a council estate. This becomes even clearer when Mickey says â€Å"up in the park† which seems to suggest that it is above the Johnstone’s status and that it is attractive and open in comparison to the estate. It also seems that neither parent wanted their children mixing with each other and also seemingly, boys from a different social class. Mrs. Lyons states â€Å"You see why I don’t want you mixing with boys like that! You learn filth from them,† after Eddie swears at her. It seems to confirm her stereotypical views about the nature of people who were less well off than her, which obviously includes how she sees Mickey to be. There is also a clear difference in the language and vocabulary that is used by both different sets of people. For example Eddie refers to his mother as â€Å"my mummy† which seems to be a rather mummy’s boy thing to say and a bit soppy and girly and also something a somewhat posh child would say. In comparison Mickey, who lives in a rougher environment, refers to his mother as â€Å"me mam† which is a rather typical thing for someone living as a child in working class Liverpool. He tends to be more colloquial and use more informal and slangy language where as Eddie tends to abbreviate his words and pronounce them all in the proper way. Mickey doesn’t enunciate the ends of his word (for example he says â€Å"Yeh† instead of â€Å"Yes†) whereas Eddie has a much more formal way of pronunciation. Another big part of language which is used by both boys, eventually, is the matter of swearing. When Edward meets Mickey he is very polite and rather innocent but upon being introduced to Mickey he begins to Blood Brothers by Willy Russell :: Blood Brothers Essays â€Å"Blood Brothers† by Willy Russell Blood Brothers seems to have been set in the 1970s/80s around Liverpool. There is a lot about striking and major redundancies in it. Also about people moving "out of Liverpool" into the "country" ( Skelmersdale ), in order to provide better housing and better prospects for everyone. The social climate of the working class appears to highlight the differences between working and middle classes. The contrasts between the personalities and characters of Miss Johnstone and Mrs. Lyons are clearly shown throughout the play but these characteristics are mirrored within where each character resides. There is a clear and distinct line between the two social worlds is obvious as Miss Johnstone and Mrs. Lyons are shown to live at opposite ends of the social scale, Mrs. Lyons in a respectable area with everything money can buy, and Miss Johnstone in a rundown semi on a council estate. This becomes even clearer when Mickey says â€Å"up in the park† which seems to suggest that it is above the Johnstone’s status and that it is attractive and open in comparison to the estate. It also seems that neither parent wanted their children mixing with each other and also seemingly, boys from a different social class. Mrs. Lyons states â€Å"You see why I don’t want you mixing with boys like that! You learn filth from them,† after Eddie swears at her. It seems to confirm her stereotypical views about the nature of people who were less well off than her, which obviously includes how she sees Mickey to be. There is also a clear difference in the language and vocabulary that is used by both different sets of people. For example Eddie refers to his mother as â€Å"my mummy† which seems to be a rather mummy’s boy thing to say and a bit soppy and girly and also something a somewhat posh child would say. In comparison Mickey, who lives in a rougher environment, refers to his mother as â€Å"me mam† which is a rather typical thing for someone living as a child in working class Liverpool. He tends to be more colloquial and use more informal and slangy language where as Eddie tends to abbreviate his words and pronounce them all in the proper way. Mickey doesn’t enunciate the ends of his word (for example he says â€Å"Yeh† instead of â€Å"Yes†) whereas Eddie has a much more formal way of pronunciation. Another big part of language which is used by both boys, eventually, is the matter of swearing. When Edward meets Mickey he is very polite and rather innocent but upon being introduced to Mickey he begins to