London Through Centuries Essay Example | Topics and Well Written Essays - 2500 words

London Through Centuries - Essay Example Perring (2002, p.1) states that, â€Å"Roman London was built on the north bank of the Thames, the site of the modern city†. Our visit to the Museum of London helped us a lot to understand more about the after effect of the amalgamation of British and Roman cultures. The museum is not so far away from the suburbs of London because it is near the London Wall. But we did not like to waste our time by viewing all the items displayed at the Museum. We entered the Museum and the Museum authorities pointed out that the objects displayed on the floor E can help us to learn more about Roman London. The curator guided us towards a number of objects displayed at the Roman collections section. We were totally stunned with surprise because it was beyond our imagination. The artistic craftsmanship of the people who lived between AD 50 and AD 410 was really amazing to us. The Roman Collection is symbolic of the human interest in preserving historically important objects. The curator pointed out that the effort to reconstruct the city of London helped to discover the objects that were preserved under the ground for centuries. The collection primarily includes ceramic objects, marble/metal objects, coins, wooden objects, and some items in bone and leather. The ceramic display at the Museum sheds light into the lifestyle and culture of the people who lived in London between AD 50 and AD 410. ... After viewing the ceramic section, we headed towards the Marble/Metal object section. The curator led us towards the marble sculptures that are excavated from a historically important place in Roman London, known as the Temple of Mithras. Later, we viewed the metal objects discovered from the Walbrook stream. These works are symbolic of the industrialization of handicrafts and domestic life of the Roman London. For instance, the jewellery and household utensils prove that handicraft developed into the form of industry in Roman London. The next section was really interesting to me because the same revealed the vividness of the cultural aspects of Roman London. The coin collection helped me to understand more about the importance of trade and commerce in Roman London. Besides, the leather and wooden objects were helpful to understand more about handicrafts in Roman London. So, the visit to the Museum of London was helpful for us to understand the cultural aspects of Roman London. Medie val London: First of all, Medieval London is interconnected with Norman invasion, which happened in the year 1066. One can see that some of the religious buildings and monuments in the Modern London are symbolic of the cultural heritage of Medieval London. To be specific, the Norman rulers constructed a number of forts and monuments in London. So as to have deeper understanding on the historical and cultural characteristics of Medieval London, we searched for churches and historically important monuments. Then we came to know that some of the churches and monuments like St. Bartholomew the Great, St Bartholomew the less and the Guildhall are important. So, we decided to visit these churches and monuments and restructured our timetable. Our first visit was

International Preliminary Examination Essay Example for Free

International Preliminary Examination Essay International preliminary examination is an optional feature of the international phase available under Chapter II of the PCT. It is performed by an International Preliminary Examining Authority (IPEA), one of the Offices which are also International Searching Authorities (ISAs) [see Module 7]. The receiving Office with which you filed your PCT application has appointed the IPEA which is à ¢Ã¢â€š ¬Ã…“competentà ¢Ã¢â€š ¬Ã‚  to perform international preliminary examination. If your receiving Office has appointed more than one competent IPEA, you can choose between them, taking into account differing requirements relating to search, such as language, fees, etc. The international preliminary examination gives you the benefit, before entering the national phase, of an assessment from an IPEA on whether your invention appears to be novel, involves an inventive step (non-obvious), and is industrially applicable. This may provide you with greater certainty on your chances of obtaining a patent. You may consider international preliminary examination if, as a result of the international search and the written opinion of the ISA, your PCT application needs to be amended in order to overcome objections previously raised in the written opinion of the ISA. During the international preliminary examination procedure, you can amend the description, claims and drawings of your PCT application. This enables you to further refine your PCT application, which will be useful during the patent granting procedures in the national phase. While international preliminary examination is not binding for the purposes of national or regional examination, it is increasingly seen by national and regional Offices as highly persuasive. It may, in some Offices, result in a reduced examination fee in the national or regional phase. 9.1 The Demand The à ¢Ã¢â€š ¬Ã…“demandà ¢Ã¢â€š ¬Ã‚  is a PCT term that is used to describe the request for international preliminary examination. The demand automatically indicates that you intend to use the results of international preliminary examination in all PCT countries. The Offices of the countries where the international preliminary examination results will be used are referred to as à ¢Ã¢â€š ¬Ã…“electedà ¢Ã¢â€š ¬Ã‚  Offices. The demand must be made on a printed or computer generated form [Form PCT/IPEA/401] and must contain certain indications, all of which are clearly identified on the form. It must be submitted, with very limited exceptions, to a competent IPEA within three months from the date of transmittal to the applicant of the ISR and the written opinion of the ISA, or within 22 months from the priority date, whichever period expires later. If the demand is filed with an IPEA which is not competent for carrying out international preliminary examination, or with a receiving Office, an ISA or the International Bureau, it will be transmitted by that Office or Authority either directly to the competent IPEA, or first to the International Bureau which will in turn transmit it to the competent IPEA. Generally, the original filing date of the demand will be retained. If the language in which your PCT application was searched or the language in which it was published is not accepted by the IPEA, you will be invited to furnish a translation within one month from the date of the invitation. If you do not furnish the missing translation in time, the IPEA will consider the demand not to have been submitted. 9.2 Amendment of the Description, Claims, Drawings When you file the demand, or before the start of international preliminary examination, you have an opportunity to amend your PCT application (description, claims, and drawings). These amendments are commonly referred to as Article 34 amendments. Any amendments that you make may not go beyond the disclosure of your PCT application as originally filed. As far as the claims are concerned, this is a second opportunity for amending them before the international preliminary examination starts (the first being by way of Article 19 amendments submitted to the International Bureau after receipt of the international search report). In practice, most applicants filing a demand for international preliminary examination do not make use of the possibility of amending the claims under Article 19, unless publication of the amendments is desired [see Module 8 section 8.2]. Where it is clear from the references cited in the ISR and the written opinion of the ISA that the PCT application requires amendments, applicants typically furnish their amendments to the IPEA together with the demand. 9.3 Written Opinion of the IPEA The written opinion of the ISA is generally used as the first written opinion of the IPEA, particularly if the ISA and the IPEA are the same. In this case, you will most likely not receive a à ¢Ã¢â€š ¬Ã…“secondà ¢Ã¢â€š ¬Ã‚  written opinion from the IPEA. You should therefore file any Article 34 amendments and/or any arguments in relation to the written opinion of the ISA together with the demand. International preliminary examination does not usually start until after the ISA has drawn up the ISR and the written opinion. You may wait for these documents before deciding whether to proceed further with the PCT application by filing a demand for international preliminary examination. The cost of the examination need not be incurred before it is clear, from the results of the ISR and the written opinion of the ISA, that the invention claimed in the PCT application is not clearly lacking novelty and inventiveness. If the IPEA and ISA are the same, the Office may decide to start international preliminary examination at the same time as the international search, except where, under certain circumstances, the applicant has requested that international preliminary examination be postponed. If, exceptionally, a second written opinion is established by the IPEA, you may have additional opportunities to file amendments during the international preliminary examination. The number of opportunities for filing amendments which will be available depends very much on the time available for international preliminary examination. The international preliminary examination report must in general be drawn up not later than 28 months from the priority date. Any amendments you file after the examiner has begun to draw up the report can no longer be taken into account. Should you wish to make further amendments (which can no longer be filed during the international phase), they can still be filed with elected Offices on entering the national phase. No elected Office may grant or refuse a patent before the expiration of the time limit for amending the application for the purposes of the grant procedure in the national phase. Each national chapter of the PCT Applicants Guide gives details as to when and how amendments may be filed during the national phase [see Module 10]. 9.3.1 Response to the Written Opinion of the IPEA Exceptionally, you may receive an additional written opinion from the IPEA [Form PCT/IPEA/408], with an invitation to respond, before the international preliminary examination report is drawn up. In such a case, you may present further amendments or arguments. Informal communications between the IPEA and the applicant are expressly provided for under the PCT. Consistent with the non-binding, preliminary nature of the international preliminary examination, there is no provision for a formal review of an examiners opinion, except on disputed findings of lack of unity of invention [see Module 7 section 7.1.2]. International preliminary examination can thus be compared to a regular patent examination in an examining patent Office with one exception; namely, in that the time limits set by the examiner for the response are usually much shorter than under the normal examination procedure. A prompt reaction is required from you during preliminary examination in order for the international preliminary examination to be completed within the limited time available. 9.4 The International Preliminary Report on Patentability (Chapter II) International preliminary examination ends with the drawing up of an International Preliminary Report on Patentability (Chapter II) as prescribed under Chapter II of the PCT à ¢Ã¢â€š ¬Ã¢â‚¬Å" commonly referred to as an IPRP (Chapter II) [Form PCT/IPEA/409]. The IPRP Chapter II is typically drawn up before the expiration of 28 months from the priority date. The IPRP (Chapter II) is a non-binding opinion, which essentially contains a statement, in relation to each claim, on whether it appears to satisfy the criteria of novelty, inventive step and industrial applicability as defined in the PCT. The statement is accompanied by the citation of the documents believed to support that conclusion. Further explanations are given where the circumstances of the case so require. No statement may be made on the question whether the invention would be patentable under the national law of any elected State. If the report is based on the PCT application in an amended form, a copy of all sheets containing amendments will be annexed to the report. The IPEA transmits the IPRP (Chapter II) to the applicant and to the International Bureau. The report is established in the language in which the PCT application concerned is published or, if the international preliminary examination is carried out on the basis of a translation of the PCT application, in the language of the translation. The International Bureau must then translate, if necessary, the report into English to meet the language requirements of some elected Offices. Only the IPRP (Chapter II) is translated, not the annexes. The transmittal of the IPRP (Chapter II) completes the international procedure under Chapter II. The IPRP (Chapter II) is not accessible to persons other than the applicant and the elected Offices during the international phase. Neither the International Bureau nor the IPEA may, unless requested or authorized to do so by the applicant, give information on the issuance of an IPRP (Chapter II) or on the withdrawal or non-withdrawal of the demand or of any election, except for communications or access provided to elected Offices. Upon receipt of the IPRP (Chapter II) (at the latest, at about the 28th month from the priority date), you have until the expiration of 30 months from the priority date in which to evaluate it and to decide whether to proceed further by entering the national or regional phase before the elected Offices. If a translation of the PCT application must be furnished to the elected Office upon entry into the national phase, it must usually include a translation of the PCT application as originally filed, and of the amendments appearing in the annexes to the IPRP (Chapter II). The translation requirements of the annexes vary somewhat among the elected Offices. The national chapter relating to each elected Office in the PCT Applicants Guide indicates the applicable requirements.

My Brother the Drunk Essay -- Descriptive Essay Examples, Observation

My Brother the Drunk As he walked past me, I glanced up at him timidly. I looked into his eyes, realizing they were exactly like mine. Quickly I shifted my gaze to the floor, not wanting to make eye contact. It wasn't always this awkward between us, but something had changed. My brother stood tall a few feet in front of me. He was almost towering, and I felt myself become very nervous. With his head held high, he walked over to me. He asked how I was doing; I told him that I was fine. My brother flipped his head back in a cocky manner, as if to emphasize his ear-length hair. I secretly rolled my eyes. Making small talk, I asked him how school was going. He replied that it was great and that all his teachers loved him. He also commented on how he might be playing baseball for his college again this year. I smiled and said that that was wonderful. He didn't bother to ask how school was going for me. Feeling strange, I told him that I had to run. We said our goodbyes and he began to leave. As he left, I noticed the way he walked. It wasn't a normal walk. It was a walk that commanded everyone's attention. It was a steady stride. With his shoulders back and head up, I could tell that everyone at the grocery store was watching him. Unfortunately , so could he. As children, my brother and I were very close. Well, as close as a brother and sister can be. We played together all of the time, and he always tucked me into bed at night. Sometimes, when I was scared of the dark, he would take all of my stuffed animals and surround me with them. In elementary school, he was very protective of me. He always made sure that no one was ... ...pick him up. He started to scream and yell at me. "You never do anything for me," he said. I gave the phone to my dad, and he explained to my brother that he would be picking him up. My brother was mad at me for days. Along with an attitude, my brother had developed an ego problem. He would stand at the bathroom mirror, telling himself how gorgeous he looked. Moving his head back and forth, he commented on how he had no bad angles. He started to brag about cheating on his girlfriend. I couldn't stand to be around him anymore. He finally decided to move out a couple of months ago. He didn't even say goodbye to me. My mother told me he was leaving. Since then I can barely talk to him. Things have become so strained between us. I see him here and there, and I wish that things hadn't changed so much. My Brother the Drunk Essay -- Descriptive Essay Examples, Observation My Brother the Drunk As he walked past me, I glanced up at him timidly. I looked into his eyes, realizing they were exactly like mine. Quickly I shifted my gaze to the floor, not wanting to make eye contact. It wasn't always this awkward between us, but something had changed. My brother stood tall a few feet in front of me. He was almost towering, and I felt myself become very nervous. With his head held high, he walked over to me. He asked how I was doing; I told him that I was fine. My brother flipped his head back in a cocky manner, as if to emphasize his ear-length hair. I secretly rolled my eyes. Making small talk, I asked him how school was going. He replied that it was great and that all his teachers loved him. He also commented on how he might be playing baseball for his college again this year. I smiled and said that that was wonderful. He didn't bother to ask how school was going for me. Feeling strange, I told him that I had to run. We said our goodbyes and he began to leave. As he left, I noticed the way he walked. It wasn't a normal walk. It was a walk that commanded everyone's attention. It was a steady stride. With his shoulders back and head up, I could tell that everyone at the grocery store was watching him. Unfortunately , so could he. As children, my brother and I were very close. Well, as close as a brother and sister can be. We played together all of the time, and he always tucked me into bed at night. Sometimes, when I was scared of the dark, he would take all of my stuffed animals and surround me with them. In elementary school, he was very protective of me. He always made sure that no one was ... ...pick him up. He started to scream and yell at me. "You never do anything for me," he said. I gave the phone to my dad, and he explained to my brother that he would be picking him up. My brother was mad at me for days. Along with an attitude, my brother had developed an ego problem. He would stand at the bathroom mirror, telling himself how gorgeous he looked. Moving his head back and forth, he commented on how he had no bad angles. He started to brag about cheating on his girlfriend. I couldn't stand to be around him anymore. He finally decided to move out a couple of months ago. He didn't even say goodbye to me. My mother told me he was leaving. Since then I can barely talk to him. Things have become so strained between us. I see him here and there, and I wish that things hadn't changed so much.

Responsibility of the Creator Essay

Responsibility of the Creator Elizabeth Shute May 11, 2011 Literature Mrs. O’Kelly I believe Victor Frankenstein was responsible for his creature’s actions. He had many chances to help but he was a too much of a coward. For example, Frankenstein could have helped Justine but he was too scared to speak up. It was his fault she was in jail and it was his fault she died. She was accused of killing William because Victor’s Monster put the necklace in her pocket. Frankenstein felt responsible for his younger brother’s death when he realized that the monster he created murdered William. Frankenstein started to feel as if he himself had committed the murder because of his role in the monster’s existence. Everything the monster did was Frankenstein‘s fault because he was the creator. Rather then he blaming the monster for his downfall, Frankenstein blamed himself because he created the monster’s life. Victor also felt as if he, himself, murdered Justine because she was executed for a crime the monster committed. Elizabeth was altered by the injustice of Justine’s death, and Frankenstein felt responsible for that alteration as well. The chain of events that the monster set off with William’s murder began not with the monster, but with Frankenstein’s desire to create life. He shows his obsession with creating life when he says, â€Å"†¦I paid no visit to Geneva, but was engaged, heart and soul, in the pursuit of some discoveries which I hoped to make. †1 When the creature was complete he rejected it. He could barely look at the disgusting face which he had brought to life. He even says, â€Å"†¦Breathless horror and disgust filled my heart. †2 The  weight  of remorse about his role in the deaths of William and Justine adversely affected Frankenstein’s mental and physical health. His responsibility for their deaths and whatever other destruction the monster may have wreaked on humanity overwhelmed him. When the monster came to Frankenstein to plead his case and tell his story, Frankenstein realized that he had some obligation to the monster because he created it, in the same way that he bore responsibility for the monster’s actions. Frankenstein was no  longer  simply responsible to humanity for the monster’s actions, but he was also responsible to the monster for his happiness. Being the creator of a life was more responsibility than Frankenstein planned for. The monster called upon Frankenstein to fulfill his obligation of providing for his happiness by creating a  female companion  to keep him company. Out of his  sense of  obligation to his creation and out of fear for his family, Frankenstein agreed to make the female monster. His responsibility to humanity carried greater  weight  than the idea of his responsibility to his creature for the actions of the original monster and the new one he agreed to create. He hadn’t yet realized the full  weight  of responsibility he would bear for the actions of both monsters. Before Frankenstein could marry  Elizabeth, he had to complete his obligation to the monster so that he could be completely rid of him and the responsibility for his actions. As a result, Frankenstein postponed the wedding and took a  trip to England to work without the danger of being discovered by his family. His obligation to the monster was not only to ensure the monster’s happiness, which Frankenstein felt obliged to do as the monster’s creator, but also as a way to protect his family from the monster’s vengeance. Before he completed the female monster, Frankenstein realized the  weight  of responsibility he would bear if together the two monsters destroyed any other  human life  or reproduced, and the thought was just too much to bear. Rather than  deal  with the responsibility for two hideous, superhuman creatures, Frankenstein would rather  deal  with the wrath of one, so he destroyed his work on the female monster. So began the battle between Frankenstein and the monster. Frankenstein was responsible for Henry’s death at the hands of the monster, and this grief rendered him ill for a long time. Frankenstein is once again in the position he found himself with William and Justine’s deaths. He didn’t murder Henry, but his friendship with Frankenstein made Henry susceptible to the monster’s wrath because he used Henry to get back at Frankenstein. Although the Irish magistrate acquitted him, Frankenstein knew that he was responsible for Henry’s death because he had defied the monster’s wishes and the monster repaid him by killing his friend. Frankenstein, feeling responsible for  Elizabeth’s death as well as his father’s, vowed vengeance. The only way to absolve his responsibility for the monster’s actions was to kill him, so that’s what Frankenstein set out to do. He was responsible for the monster’s creation and its actions, and he planned to be responsible for the monster’s destruction as well. Frankenstein never admitted to his family what he had done, never admitted or took responsibility for his actions. He might as well have killed Elizabeth, William, Justine, and Henry with his own hand. The so called â€Å"Monster† only wanted companionship; he did not want to murder those people. The circumstances forced him to commit murder. Frankenstein was the instigator of those circumstances. Victor certainly created something that caused destruction, not only in his own life but in others lives as well. Justine took the fall for Victor, dying for his secret. Elizabeth died because Victor chooses not to create another monster. The monster did not necessarily want another monster-like companion, he just wanted acceptance. Victor brought about his own destruction. Victor’s ability to deal with the real world was almost nonexistent. He had only one friend, Clerval. His choice for a wife was a person he called â€Å"cousin†, but in fact was his adopted sister. Did Victor create this so-called â€Å"monster† to have a friend, the one thing the monster wished for? Victor denied his friendship to the monster, but why? The joy of creating life, the monster, overruled his judgment. He was denying the fact he had committed such a vile act upon humanity. He even says, â€Å"A being whom myself had formed, and eluded with life, had met me at midnight among the precipices of an inaccessible mountain. †3 Victor may have admitted to creating the monster, but he denied that he had driven the monster to commit murder. He needed to admit, not only to himself, but to his family that he was the one responsible for William’s murder. By not admitting this, he allowed his friend Clerval and his wife Elizabeth to be murdered as well. His determination that his secret not be discovered became his downfall. Victor was responsible for every action of his own and for the actions of the monster. Frankenstein’s monster only wanted to be accepted for what he was. The monster needed a friend. Someone he could talk to, someone to love him, and someone to love back. Friendship was not possible. Unfortunately, the human race is very shallow. In the monster’s own words he says, â€Å"†¦they spurn and hate me. †4 We tend to judge the appearances of others, rather than getting to know the person inside. A person’s appearance is only the shell in which they live, it never reflects the person they are. Frankenstein’s monster wanted a friend, not judgment; but even his creator rejected him, not once but multiple times. The second time Victor rejected him he says, â€Å"Devil’, I exclaimed, ‘do you dare approach me? And do not you fear the fierce vengeance of my arm wreaked on your miserable head? Be gone, vile insect†¦Ã¢â‚¬ 5 In the end, Frankenstein didn’t care whether he lived or died. Victor wants the war to end. He has lost every battle he and the monster have fought. I only think that He wished death upon the monster so that the murders will stop. Even in the end Frankenstein was selfish. He did not want anything to stand in the way of science. Had he learned nothing? At least Walton had learned that maybe people should take responsibility for their actions. Walton did let the crew turn the boat around and not face the inevitable, death. Frankenstein made his bed, and now he’s lying in it. In the end, Frankenstein died while the monster survived. So in the end, Frankenstein lost everything. Frankenstein led himself down the path of destruction. He lost his friend, wife, and brother. He was loved by no one. All those whom he had cared about were dead. His experiment had turned him into a shell of hatred and despair. His focus on his creation, led him to a black hole, from which there was no escape. Frankenstein’s ambition did lead to disaster, but he was also the monster with no regard for human life. Now that Frankenstein was in the afterlife, the monster could now end his own life. His quest was over.

Hotseating evaluation Essay

I played Benvolio in the hot seating exercise. The majority of the questions were asked about my relationship with Rosaline. The first and the most challenging question that I has asked in role was: â€Å"If you’d have to chose between your family and Rosaline, which one would you chose?†. I found it very difficult to answer, because Benvolio does love Rosaline very much, but would he leave his family, who has raised him for all of his life, for a girl? I believed that at that point Benvolio would leave almost everything for Rosaline. He was blinded by love and his family wanted revenge, whilst the only thing he wished was peace. Benvolio had deep feeling towards Rosaline and he truly believed that he has the power to win her heart and erase the hatred, only if he would give her time. Another quite interesting question from Plub was raised â€Å"How did I know that Rosaline is not going to kill me in the elections of ‘The Prince of Cats?†. My answer was again referring to the fact that Benvolio was extremely in love with Rosaline – â€Å"It was in her eyes. She couldn’t do it.† This shows that Benvolio believed only the best of the girl. This hotseating exercise made me more optimistic that the peace can be achieved between the two families, because Benvolio showed strong feelings of love for Rosaline. Feelings that are strong enough, I believe, to destroy her hatred. Rosaline had already shown some moments of hesitation (she didn’t hurt Benvolio in the end of the elections of ‘The Prince of Cats’) of her dedication to revenge. Therefore if he keeps on trying to win the revolutionary girl’s heart, I am sure that he can achieve the aim. The fighters without the leader will fall apart and slowly the massive hatred between the families will disappear. But on the other hand, I believe that the oldest generation will try to continue the war, but they are too aged and tired to accomplish anything recognizable. During hotseating I discovered that Benvolio is very straight-forward and open-minded person, who is not afraid to talk about his feelings. His character is sweet and gentle. But on the other hand after diving into his mind, I learnt that he was more blinded by love towards Rosaline that I thought†¦ All the answers to the questions were about creating a better impression of Rosaline – that she is not a bad person by wanting revenge, just confused and hurt. I also wanted to put across Benvolio’s sense of hurt, because Rosaline is rejecting his love, by facial expressions and petite gestures. Reason of the choice of still images Still image one The first still image introduces the situation – the hatred and suppressed urge to fight with each other, which is also referring to the theme of the play. Furthermore the first two characters, Valentine and Rosaline, both lost somebody dear to them in Shakespeare’s play ‘Romeo and Juliet’, therefore are very revengeful. Even more significant is the fact that Valentine and Rosaline are representatives of the opposite families: Montagues and Capulets. This noteworthy detail and their violent movement suggest that there is really no truce existing between the two families. Still image two Benvolio is offering Rosaline his love, whilst she is still devastated because of the loss of Romeo. This as well is one of the main points of the play: Benvolio is trying to stop the endless fight by opening her eyes. But Rosaline is blinded and deaf by the dead love. The scene shows the levels of power to emphasize that Rosaline is the one who makes decisions whether to be on the same side of Benvolio or not. Still image three In the still image ‘Revenge vs. Passion’ the levels of power are greatly highlighted. The situation is similar to Still image two, but in this scene Rosaline’s feelings have developed from mourning to hatred and revenge. This darkness has filled her heart and she can’t even look at people who care for her, because they might distract her from the mission. From the mission of revenge. It is the ultimate theme of the play: Is Rosaline’s hatred strong enough to carry out the revenge or Benvolio will stop her with his passion full of love. Still image four Rosaline goes to the tomb to steal the sword that lies between Romeo and Juliet. It is the turning point of the play, because now Rosaline has dangerous weapon. As previous still images have shown, Rosaline is full of rage and wants to spill the blood. And now she has the right tools for it. There is high range of tension, because Rosaline is having a monologue with dead Juliet – her jealousy and disgust, as well as nasty insultings became more powerful with each sentence. This suggests that she is confident and ready to have the revenge. Still image five The election for Prince of Cats has commenced. We chose this still image to show the audience will officially peace begin or revenge takes its chance. People on Rosaline’s side represent the rage and eager to fight, while Petruchio’s side is full of peace. As well as we can see from the still images, there are more people on Rosaline’s side, which means that the revenge will continue. Alice is in between the two leaders. With that point we wanted to represent the fact that she loves Petruchio, but the urge to fight it too strong. Still image six The last still image signifies the testing of Rosaline’s love and revengeful feelings. She lays her sword on Benvolio’s chest. Rosaline does not cut nor hurt him; however she has the chance, which means that even though her heart is full of hatred, there is hope for it to cool down. There is hope for peace. But still the war hasn’t ended, because nobody laid their weapons down.

Rally Round the Trade Name Essays

Rally Round the Trade Name Essays Rally Round the Trade Name Essay Rally Round the Trade Name Essay Rally Round the Trade Name Name: Course: Institution: Tutor Date: Rally Round the Trade Name Part 1 It is clear that Gabby’s surname is Rally and that is the main reason that led her to use it as her business name. However, she does not have the right to use it in whatever she wants. When it comes to matters affecting other people, she has a responsibility of following the right procedures before she incorporates her name in these issues. She has the responsibility of analyzing how incorporating her surname will affect the rest of the community. In this case, her surname had already been used by another business. Practically, people were mistaking the â€Å"Rally† car dealership and the â€Å"Rally† pizza restaurant. The car dealers were being called to deliver pizzas. There was a conflict of interest. In such a case, this conflict had to be resolved; otherwise, it was becoming inconveniencing. Gabby had no right of using her surname in her business just because the surname belonged to her. It was not right as it was bringing a conflict of interest in an existing business (Tilman, 2002). Part 2 People tend to associate â€Å"Rally† with pizza since pizzas are edibles and therefore they are consumed more than cars are. Most people are more likely to call in for a pizza delivery than they are to call in for a car delivery. However, Rally car dealership has been there for more than forty years. This means that it has built its brand and that it has formed its clientele using the name â€Å"Rally†. Unfortunately, registering a business with a particular name does not give one the right to own the business name (Kerly, Blanco Jacob, 1986). From the incoming calls, the name â€Å"Rally† has been greatly associated with pizza. This matters as far as a trade name is concerned. The Rally is used more by those ordering pizzas because pizzas are consumes more than cars are. The majority of the consumers tend to master the first word of a trade name and thus use it as a reference when intending to refer to the business. This is why the consumers dial the number to the car dealership instead of dialing the restaurant’s number. Pizzas are fast-moving goods since they are cheap, edibles and perishable while cars are more expensive, non-perishable are not as part of basic needs as foods. This is why it may be perceived as though â€Å"Rally† is more associated with the pizza. However, the case may have been different if Herman’s business dealt with eatables such as drinks. Since Herman’s business may have been around for a longer period, it could have received as many calls as the pizza calls or even more calls. In other words, Rally may be more associated with the pizza because of the different natures of the businesses. Part 3 As indicated, Herman’s business was the first to use the business name. The business has been around for around fifty years and so it has built using its clientele in that geographical location using that particular name (Hopkins, 1924). In this case, it is significant to appreciate that Herman’s business has used the trade name for the longest time. On the other hand, it is significant to note that most people associate the trade name with the pizza. Transactions, legal documents and all the other records over the many years have been used with name â€Å"Rally†. Many people, both young and old, associate Rally with the car dealership as they have grown up seeing the business. The main reason that popularizes the trade name â€Å"Rally† with the pizza is the nature of the pizza business. If Herman changed the business to another name, there would be more harm done as it would it would be a long process due to the years it has been established. On the other hand, Gabby can change her business name since her business is smaller than Herman’s and not as old as Herman’s business. It is easier to change the name of a child than changing the name of a fifty –year old man. Part 4 Like ones birth names, one has the right to their trade name. It does not matter that a man aged eighty-five years old is named Peter while another aged two is named the same. They both have the rights to the same name. Similarly, a business named â€Å"Smiths† started in 1975 does not give it more rights to the name than a business named the same started in 2009. However, similar business names can bring a conflict of interest. Although it has been said that an older business cannot sue a younger business for using its name, the older business posses more rights to the name. This more defined if the two businesses are of a different nature. The older business has done many transactions and incorporated a lot of legal documentation using the trade name for a longer period than the latter business. Age is one way of gaining the rights to a business. Additionally, a business, which has built its clientele and general business around the name of the business, gives it more rights to the trade name as compared to other businesses (Uspto, 2012). For example, the McDonalds Company has built its business around the trade name. Another fast food restaurant cannot open and trade with the same name. It is evident that registering a business does not make one to have the exclusive rights to a business name. However, it is a way of ensuring that the rights are more defined as compared to a business that is not registered. Similarly, registering businesses allows one to avoid picking a name that is already picked by other people. Similarly, it also gives evidence as to the length and extent one has used the name. As earlier identified the length of time a trade name has been used can aide one in winning a case, if need arises. Part 5 The first remedy is to talk with the infringing party about the issue. Talks are more productive than lawsuits. It enables the two businesses to come to consensus that is acceptable to both parties, without the bad incidences and the experiences that are experienced in courtrooms. It also saves on time and money, which are greatly used when a party sues the other. These discussions can be made without the presence of a mediator. In this case, Gabby can incorporate the name â€Å"Restaurant† (if not incorporated) and make it as distinct and conspicuous as possible, thus giving the consumers room for making out the difference between the two businesses when dialing the number on the directory. Similarly, Rally can make the name â€Å"Car Dealership† to be as distinct as possible. In another approach, arbitration can be incorporated. This is a form of settling cases outside the court (Elias Stim, 2011). This may include the use of a mediator or other means thus allowing room for negotiations. The method is not expensive, takes a lesser period and does not attract a lot of public attention like the court cases. This method allows the personal opinions of the parties unlike the court processes that required the use of a lawyer. Suing is an option but it should be the last option. This is because it involves a lot of time, energy (both physical and emotional), is more expensive and it may cost the reputation of both of the businesses or either of the business. Settling the dispute in court allows a business to get a judgment that is concrete and can only be challenged by a higher court. Similarly, it reduces the cases of unfairness or decision ambiguity. Persons going against the decision made can be prosecuted and jailed. Settling issues in court should be the last approach. The best include having a one-on-one discussion or incorporating mediators. References Elias, N. Stim, R. (2011). Trademark. Legal Care for your Business Product Name. Berkeley, CA: Nolo. Hopkins, J.L (1924). The law of trademarks, trade names and unfair competition, including trade secrets. New York, NY: The W. H. Anderson Company. Kerly, D. M., Blanco, W. T. A., Jacob, R. (1986). Kerly’s law of trade marks and trade names. London: Sweet Maxwell. Tillman, C. (2002). Trade Names. New York, NY: S.N. United States Patents and Trademark Office (2012). 2173.05(u) Trademarks or Trade Names in a Claim – 2100 Patentability. Uspto.govv. Retrieved From uspto.gov/web/offices/pac/mpep/documents/2100_2173_05_u.htm

Asian Emigration Patterns, Similarities, and Perspectives essays

Asian Emigration Patterns, Similarities, and Perspectives essays Meantime, the first pattern of arrivals of Asians to America - in any significant numbers - were the Chinese, in who were pushed out of their homeland but also drawn to the opportunities for employment in Hawaii, the American West, and British Columbia. There were also Korean, Filipino and Japanese immigrants who followed a second pattern, which was bolstered by a vigorous recruitment effort on the part of sugar plantation owners in Hawaii. The cultivation of sugar was a growth industry in Hawaii, and workers were needed, and were welcomed from those three Asian nations. The third pattern of Asian immigrants mentioned by the author was groups of "Asian Indians" (people from the northwestern region of India) who purchased passage to Canada and the Pacific Coast of America. These three patterns of immigration into the U.S. and Canada, by Asians from five different nations were only a small part of a much larger "global phenomenon" occurring in this time period - and the author describes it thoroughly on page 4. "The capitalist form of production, under which goods are produced for sale in order to make the largest profit possible and workers receive wages for selling their labor," appeared first in England, then elsewhere in Western Europe, and then in the United States. Workers were moved across "national boundaries to enable entrepreneurs to exploit natural resources in more and more parts of the world," Chan continues. The colonial governments such as England, in many cases, were not hesitant to bring in workers from the far corners of the globe when the indigenous populations in those conquered colonies could not provide a sufficient workforce for the exploitation of the natural resources in those colonies. That was a large part of the global phenomenon of workers moving from place to place - beyond the basic emigration which was already taking place...

Surgery by text message - Emphasis

Surgery by text message Surgery by text message For once, a positive story about text messaging is doing the rounds. A surgeon has instructed another to perform an amputation through the short message service (SMS texting to you and me). The details have the ingredients of a classic news story. Surprise for one (most stories about texting are negative eg blaming it for killing the English language). Then there is Death and destruction (the BBC reported that the surgeon who carried out the operation did it in war-torn Congo); and Heroism (he was working for Medecins sans Frontieres). And theres the fact that the amputation (Drama) was to remove the arm of a 16-year-old boy (children are also usually very newsworthy). Lets be clear. This was undoubtedly a huge achievement, especially as the teenager recovered from the operation. Its also remarkable that cheap technology can now be used to transmit written instructions into warzones. But was it me, or did James Naughtie of the BBCs flagship Today morning radio programme sound just a little disappointed when vascular surgeon Mr David Nott explained what really happened? Mr Nott had needed to perform a four-quarter amputation on the boy, whod already lost most of his arm. This was major surgery, which involved removing the collarbone and shoulder blade as well as what remained of the arm itself. But the reason for needing the instructions was not that hed never performed an amputation before. Rather, it was that there was only one specialist in the whole of the UK who specialised in four-quarter amputation: Professor Meirion Thomas of Londons Royal Marsden Hospital, a former colleague of Mr Nott. Mr Nott did not perform the operation with a scalpel in one hand and his mobile phone in the other, as you might infer from press reports. Instead, hed calmly emailed Professor Thomas the night before the operation, explaining the situation and checking with his former mentor that the procedure was appropriate. When he got confirmation that it was, a couple more texts followed to check the details. He then slept on the decision and confirmed that he would go ahead when he awoke the next morning. Nor was Professor Thomas on holiday in the Azores, as the BBC and several newspapers said; he was in London. (Naughtie muttered something along the lines of, Oh, well we got that from the papers.) There are two lessons to take from this. First, it will help you get news coverage for your organisation if you make sure your press release contains as many core news values as possible. Second, most news you read or hear reported is far from objective. The BBC was still reporting nine hours later that the boy was from war-torn Congo. This was despite the fact that, according to Mr Nott, his injury had nothing to do with the war: the boys arm was bitten off by a hippo. Emphasis runs courses on writing for publication. Contact us for details. For more on getting press releases noticed, click here.

Materiality in Auditing Essay Example | Topics and Well Written Essays - 1750 words - 1

Materiality in Auditing - Essay Example Materiality is more of a limit point than a main qualitative feature that the information must have so as to be significant. It shows the need of omission or presentation of the accountancy information that defines the decision making of the users of that information. The materiality that is adopted should represent the value in the report with which it is being determined. It should indicate whether the miss-statements and omissions in the accounts, show whether the accounts offer a true, complete, accurate and fair view of the financial position and performance of an entity. Consequently, materiality represents the degree of error under which the understanding and interpretation of the financial statements will not be greatly affected. On the other hand, it represents the degree of error that is acceptable in order to make a decision on whether the accounts are true or false (Maria and Franca 2012, p.268). According to Maria and Franca 2012, p.268, the major users of the financial audit reports are the shareholders. The audit report gives a guidance to the shareholders on how they will go about their business and on coming up with strategic decisions. The financial auditor assesses whether the true image of financial statements is observed. The assessment by auditors is necessary so as to ensure that the decisions of the shareholders are not influenced. To determine materiality the financial auditor is supposed to determine the user of the financial information; establish how the information and the process of making decisions are connected. He is also supposed to identify what decisions the user will take on the grounds of the audited financial statements. The financial auditor should make important comments regarding the scope of the financial audit that show the materiality. His liability is fixed to the important information established by a materiality determined by the financial auditor on the

How advertising has changed the perception of womens self-esteem Essay

How advertising has changed the perception of womens self-esteem - Essay Example This essay "How advertising has changed the perception of women’s self-esteem" describes the alteration in women’s self-esteem brought by the media and advertising as they experience great pressure to cope and adapt to the world around them. Contemporary western culture strongly eulogizes the virtues of products and interventions which seek to enhance one’s physical appearance, through aggressive advertisement campaigns aimed at appealing to the sensibilities of the vulnerable target groups – the female consumers. This is evident from the gamut of television advertisements promoting and advocating the merits of medical alterations and the use of cosmetic products which promises the proverbial "fountain of youth" to the ageing population, and enhanced sex appeal to the youth. Such an increased penetration of medical marketing and cosmetics as tools to increase one's social standing and elevate their likeability within the contemporary society has generated a greater awareness regarding such products and at the same time, significantly transformed the very definition of "ideal beauty". It now encompasses a term which refers to the achievement of unrealistic beauty standards which are acquired through the normalization of an individual's body which are in sync with the digitally enhanced images and those unattainable through natural means, i.e., cosmetic surgery. The fixation with slenderness as an ideal body type and an unrivalled eagerness to conform to the widely accepted social standards of beauty has provided an added boost to the cosmetics industry.

Functional Analysis Research Paper Example | Topics and Well Written Essays - 250 words

Functional Analysis - Research Paper Example and-use planners need to consider all aspects of land-use legislation, as well as the requirements of the population while developing plans for the new projects. Governments of different countries set different types of legislations for the use of land. Land-use planners should never overlook government policies because it can create problems at some point in future. Therefore, planners need to consider the legislations in order to develop acceptable land-use plans. Similarly, planners also need to study current requirements of the community in order to incorporate those requirements in the land-use plans. Planners should also design the physical layout of the community along with determining the scale of development allowed in different areas (Hunter, n.d.). Planners should also be able to understand future demands of the area around the land, which needs to be developed. The reason is that future may bring a need for change somewhere around the planned land in the form of infrastru ctural change or change in policies related to the use of land. Therefore, planners must be able to forecast those changes in order to develop such plans, which should meet both current and future demands of organizations and

Quantifying the properties of various types of Megayacht fillers Literature review

Quantifying the properties of various types of Megayacht fillers - Literature review Example Any marine equipment requires strong and durable surface finishing that would enable it last longer in terms of body maintenance. There are several fillers found in the market, but the big question that remains unanswered is their sustainability in the market. Your boat is not only under threat from the components; damage can occur as a result of abrasion, collision and other mechanical damage. Fillers can be applicable in minute repairs and choosing the right one for the task is very necessary in case the result is meant to last at the end of it all. Fillers are normally available with several characteristics that are specific to how they will be applied. Fillers are available in a wide variety. There are new releases on a daily occasion which draws attention as to which should be the appropriate one for use. According to Hellio and Yebra, considerations should be made on the mechanical strength that the filler will have to avoid having detrimental effects on the coating later on (2009 p.315). Several companies are on the forefront in advertising their products, but through market research, it has been established that there are some which leaves a wanting result after their use. Some filler have been designed for quick drying and much simple repair properties on top side surfaces. Others need keen care having been built for long lasting reasons. Fillers remain one of the most demanding applications in marine world. Having the right filler also remains a major concern for most end users. End users are always torn apart between choosing the right kind of filler to use. Some end users go as far as applying inappropriate fillers just because the filler is well known and is popular in terms of advertisement. At the end of this paper, there are several facts that a user should be well aware of which include: The whole article has six segments which include the introduction, problem statement, Aims and objectives, project plan, resources, literature survey and

Yosemite Overcrowding Essay Example | Topics and Well Written Essays - 500 words

Yosemite Overcrowding - Essay Example Tourism should exist in such a manner that it will not destroy what it is trying to serve. This is morally right. On the contrast, overcrowding in national parks does not save the park environment. This is morally wrong and leads to pollution, soil erosion, vandalism, deterioration of infrastructure in the park, and promotes global warming in the park. In addition, the pursuit of economic gains by allowing overcrowding, at the expense of environmental preservation is morally wrong. Yosemite National Park is one of the national parks in the U.S. that are faced with great overcrowding. The Yosemite Valley was set aside by President Abraham Lincoln in 1864 for preservation (Hayes Web). Since then, people have had the opportunity to enjoy recreation and amenities that have enhanced their experience in Yosemite Valley. However, this privilege faces a threat due to the major problem of overcrowding in the park. Overcrowding is known to have detrimental effects on any park and the environment. In Yosemite Park, there are only 1,100 parking spaces. However, there are more than 8,000 cars that pass through the Yosemite Valley (Central Sierra Environmental Resource Center Web). The large number of people visiting this people puts a strain on the resources in the park. For instance, this has led to degradation of the park air, a lack of parking, and straining on the Merced River (The New York Times Web). There is therefore, need to regulate the public access to the park in order to enhance conservation of the Yosemite Valley. The problem of overcrowding in national parks is a major ethical issue. This is mainly because it is the right of people to visit parks and experience nature. Therefore, stopping people visiting parks in order to avoid overcrowding would be infringing on their rights, which is morally wrong. Nonetheless, it is possible for the management of parks to reach an ethical decision that will ensure that overcrowding in

Quantifying the properties of various types of Megayacht fillers Literature review

Quantifying the properties of various types of Megayacht fillers - Literature review Example Any marine equipment requires strong and durable surface finishing that would enable it last longer in terms of body maintenance. There are several fillers found in the market, but the big question that remains unanswered is their sustainability in the market. Your boat is not only under threat from the components; damage can occur as a result of abrasion, collision and other mechanical damage. Fillers can be applicable in minute repairs and choosing the right one for the task is very necessary in case the result is meant to last at the end of it all. Fillers are normally available with several characteristics that are specific to how they will be applied. Fillers are available in a wide variety. There are new releases on a daily occasion which draws attention as to which should be the appropriate one for use. According to Hellio and Yebra, considerations should be made on the mechanical strength that the filler will have to avoid having detrimental effects on the coating later on (2009 p.315). Several companies are on the forefront in advertising their products, but through market research, it has been established that there are some which leaves a wanting result after their use. Some filler have been designed for quick drying and much simple repair properties on top side surfaces. Others need keen care having been built for long lasting reasons. Fillers remain one of the most demanding applications in marine world. Having the right filler also remains a major concern for most end users. End users are always torn apart between choosing the right kind of filler to use. Some end users go as far as applying inappropriate fillers just because the filler is well known and is popular in terms of advertisement. At the end of this paper, there are several facts that a user should be well aware of which include: The whole article has six segments which include the introduction, problem statement, Aims and objectives, project plan, resources, literature survey and

Efficacy of corticosteroids in the treatment of Severe Sepsis and Literature review

Efficacy of corticosteroids in the treatment of Severe Sepsis and septic shock In critical care - Literature review Example Treatment involves aggressive fluid resuscitation, antibiotics, surgical excision of infected or necrotic tissues and drainage of pus, supportive care, and sometimes intensive control of blood glucose and administration of corticosteroid and activated protein c. Adjunctive corticosteroid therapy is commonly prescribed to patients with septic shock, despite the fact that few trials show survival value. A reduction in time to shock reversal has been observed. The present study aimed to review the literature available for the efficacy of corticosteroids in the treatment of severe sepsis and septic shock. Data was gathered from articles published in peer reviewed journals. Despite the lack of consensus in the efficacy of corticosteroids in the published literature, corticosteroids were found to be safe and effective as first line treatment for septic shock, though there efficacy in severe sepsis treatment is not documented. {Key Words: Septic shock, severe sepsis, corticosteroids, hydroc ortisone, critical care, adrenal insufficiency, organ dysfunction} EFFICACY OF CORTICOSTEROIDS IN TREATMENT OF SEVERE SEPSIS AND SEPTIC SHOCK INTRODUCTION Septic shock is one of the most critical complications associated with surgical cases and still one of the major causes of mortality in the intensive care units (ICUs). Shock, in general refers to a scarcity of oxygen supply leading to hypotension and hypoperfusion followed by cellular dysfunction; sepsis refers to a systemic inflammatory response to infection (Wang et al. 2009). Thus, severe sepsis can be defined as sepsis complicated by organ dysfunction, tissue or organ hypofusion; or hypotension (Balk, 2000). The organ dysfunctions associated with severe sepsis include renal, respiratory, cardiovascular, hematologic, hepatic and gastrointestinal dysfunction. Septic shock is systemic inflammatory response to infection occurring with acute respiratory failure, persistent arterial hypotension and perfusion abnormalities, in sever e case leading to organ dysfunction (Bridges, 2005). Progressively increasing incidences of mortality and morbidity are reported for sepsis, severe sepsis and septic shock, respectively (Zanotti-Cavazzoni & Hollenberg, 2009). An epidemiological study of cases of severe sepsis in England, Wales and Northern Ireland for the period spanning 1996 to 2004 reported hospital mortality of 48.3% in the year 1996, which has marginally decreased to 44.7% in 2004. Moreover the total number of deaths due to severe sepsis has risen from 9,000 to 14,000 during this period due to rise in incidences of severe sepsis (Harrison et al., 2006). Another study to evaluate worldwide incidences of mortality as consequence of severe sepsis reported a marginal fall in number of deaths due to the condition, the mortality still remaining as high as 30-50% (Laterre et al., 2004). Cardiovascular and hemodynamic instability are closely associated with increase in

The stranger commentary Essay Example for Free

The stranger commentary Essay To get to the visiting room I went down a long corridor, then down some stairs and, finally, another corridor. I walked into a very large room brightened by a huge bay window. The room was divided into three sections by two large grates that ran the length of the room. Between the two grates was a space of eight to ten meters, which separated the visitors from the prisoners. I spotted Marie standing at the opposite end of the room with her striped dress and her sun-tanned face. On my side of the room there were about ten prisoners, most of then Arabs. Marie was surrounded by Moorish women and found herself between two visitors: a little, thin-lipped old woman dressed in black and a fat, bare headed woman who was talking at the top of her voice and making lots of gestures. Because of the distance between the grates, the visitors and the prisoners were forced to speak very loud. When I walked in, the sound of the voices echoing off the rooms high, bare walls and the harsh light pouring out of the sky onto the windows and spilling into the room brought on a kind of dizziness. My cell was quieter and darker. It took me a few seconds to adjust. But eventually I could see each face clearly, distinctly in the bright light. I noticed there was a guard sitting at the far end of the passage between the two grates. The lines 73-74 of the book The Stranger written by Albert Camus, it talks about Merusault indifference and his perception towards life. Through the successful use of syntax, imagery and tone, Albert Camus created an atmosphere of indifference while putting the reader in the protagonists shoes. Syntax is a key literary device used throughout the book, especially in lines 73-74. All Merusault narration varies in a way that reflects his attitudes toward the world around him. When describing his social or emotional situations, his sentences are short, precise, and offer minimal detail. For example Most of the Arab prisoners and their families had squatted down facing each other. They werent shouting. In this scene, Marie visits Merusault in the jail and relatives or friends visit other jail mates. Merusault tells only the essentials of what he sees and rarely uses any literary devices. His focus of attention is not on Marie but rather on the environment and surroundings. These meager descriptions display Merusault indifference to society and to the people around him. Like the vigil that he attended earlier in the story, he doesnt feel happy or sad when a person close to him passes away or visits during a time of dismay- hes indifferent. Another example is A little, thin-lipped old woman dressed in black and a fat, bareheaded woman who was talking at the top of her voice and making lots of gestures. This is viewed from a different perspective where his longer descriptive sentences are about others rather than himself. Although he saw Marie, he described the commotion around him and even what the people were wearing rather than detailing commenting about the beauty of Marie or even the way she dressed. This further shows that Merusault attitude towards the world is by far stronger than his attitude towards the people close to him. Imagery is perhaps the second key literary devices used in lines 73-74. By having Merusault narrate the story, it allows the reader to see and feel the way he feels. Furthermore, by describing what he sees enhances our understanding about his character and how he perceives things. For example To get to the visiting room I went down a long corridor, then down some stairs and, finally, another corridor. I walked into a very large room brightened by a huge bay window. In this excerpt, Merusault was told that Marie was there to visit him. On his way down to the visitors room, we can see that he was busy observing the objects around him rather than reminiscing about his past with Marie. This reveals another aspect about his character; he accepts the world as it is because he knows that nothing is dynamic enough to change the world. Seeing Marie would not revert his to-be-execution or world it get him out of jail. Although we may see this a negative aspect of Merusault, it does in a way benefit him. He has proven that he doesnt live a life of illusions but rather a life that is true to him. Another literary device that is powerfully used in this passage is tone. Tone is used in this passage For example My cell was quieter and darker. It took me a few seconds to adjust. But eventually I could see each face clearly, distinctly in the bright light. I noticed there was a guard sitting at the far end of the passage between the two grates. The tone of Merusault in this excerpt is mellow, calm and relaxed. This is rather ironic because someone who has been spending much time with him was there to visit and yet his tone wasnt joyful or anything. He should be exuberant that shes here to visit him but his tone shows otherwise. This reveals more about his character and how hes more or less emotionless. In conclusion, through the use of syntax, imagery and tone, Albert Camus has successfully described the protagonists indifference towards the people and the world.

Recruitment Selection And Retention And Sainsburys Management Essay

Recruitment Selection And Retention And Sainsburys Management Essay Human resources are the people who work in an organisation; they are the most important people in every organisation. Human resources can provide hard and clear method of their value to look up the performance. Human Resources Management (HRM) is to enables the organisation and member of staffs to use their skills to achieve the goals and relationship. At the means time, HRM must guarantee the agreement is satisfied. Human Resources Management (HRM) at Sainsburys is to recruit, develop and maintain quality of staff because the staffs are come from different resources to work in the same organisation. The HRM department is deal with recruitment, training, motivation, salaries, induction and career planning. The reason of training is to give opportunities to the staffs to develop knowledge, attitudes, and skills to help Sainsburys to achieve the goals. To be successful, Sainsburys has found out about the needs and objectives of every single staff, for example through the assessment process and then creating the opportunities within the organisationand outside the organisation for staffs to improve themselves. Sainsburys HR Policies Sainsburys has given the applicants an equal opportunities policy to be treated at the same way. The Sainsburys is respects applicants privacy. Any information that applicants have given is security and keeps with extreme care. The HRM will ensure and keep all the information safely. They will only use the information in a sensible time. They will store the information that the applicants provide to them for a limited time only if the application is unsuccessful. Recruitment, selection, and retention Recruitment for Sainsburys is the process to have the right person, in the right place, at the right time. It is important to organisational performance. Recruitment is an important activity, not just for the HR team but also for line managers who are increasingly involved in the selection process. All those involved in recruitment activities should be aware of relevant legislation.   There are two main processes for selecting applicants: short listing and assessing applicants to make a decision who should be offered a job. To use a variety of tools appropriate to the time and resources available to make to decision of selection. To ensure Sainsburys is fair and reliable; all the tools they use should be certify and regularly review. Recruiting and selection the best member is only half of the conflict. Sainsburys realise that to maintaining and developing their members are more important. Sainsburys has found the best way is to keep their members around the goal and provide plenty of opportunities for everyone, to achieve their potential. Sainsburys has started their retention program since 2004, and they have reduced the number of non-management members leaving each year. Sainsburys will advertise their vacancies in their website www2.sainsburys.co.uk. When applications want to apply for a position, they will need to provide their personal information as below: Name Address Postcode Date of birth Marital status Qualifications Employment history National Insurance Number 2 references contact information CV (for certain roles only) The HR department will use all this information to: To process the recruitment application They may use telephone or email to contact the applicants to discuss their application If the applicants approval to the application, they will be consider for selection position which may be equivalent to Internal record keeping Complete their legal obligation Frame recruits records if application is successful If the applicants are successful in their application, HR department will contact referees to get references When HRM department post a job advertisement, they will always follow or remember about Anti Discrimination Legislation. The Sex Discrimination Act 1975 Makes criminal to discriminate in an advertisement by mention sex The Race Relations Act 1976 Makes criminal an advertisement that discriminates against any particular race The Age Discrimination Regulations 2006 Makes criminal to discriminates against employees on account of their age Task 2: Building Winning Team The principles of team working may be easy to understand, but the mission of installing it can be quite scary. Introducing team working is not straight forward job, the simple matter of adding a new idea to those already in place. It is about making a fundamental change in the way people work. Every team working application is different. Each organisation, department and individual group is faced with unique problems and in some situations it is more about getting rid of old ways of doing things than injecting new ones. (J. Wilson, Building Team- with attitude) Meredith Belbin a British researcher and management theorist, best known for his work on management teams. He developed one of the most popular and widely used analyses of individual roles within a work group or a team. Teamwork has always been a system that has proved productive over the year. The most consistently successful team involve a range of roles undertaken by a mixture of members. Meredith Belbin has carry out a study that took many years of work, and the results are held in high regard. Belbin has created nine useful types team roles. Belbin Team-Roles Inventory Team roles Strengths Allowable weaknesses Plant Creative, imaginative, personal Solves difficult problems Ignores information Too thoughtful to communicate well Monitor evaluator serious, tactical and sensitive Sees all options Judges accurately Lacks drive and ability to inspire others Specialist Single minded, self sharing, enthusiastic Provides knowledge and skills in rare supply Contributes only on a narrow front Dwells on technicalities Shaper Challenging, active, succeed on pressure The drive and courage to overcome problem Can hassle others hurts peoples feelings Implementer Disciplined, reliable, traditional and well-organized Turns ideas into handy actions Always refer to the roles fairly inflexible Slow to response to new possibilities Completer careful, hard-working, nervous Searches out errors and omission Delivers on time Inclined to worry unduly unenthusiastic to delegate Co-ordinator Mature, confident, a good leader Clarifies goals, promotes decision making Delegates well Can be seen as manipulative off-load personal work Teamworker Co-operative, mild, perceptive and diplomatic Listens, builds, averts friction unsure in crunch situations Resource investigator outgoing person, enthusiastic, communicative Explores opportunities Develops contacts Over optimistic Loses interest once initial enthusiasm has passed Task 3: Evaluate leadership The way in which the managers normally perform towards members of the teams is known as leadership style. There are four types of leadership style are using by Sainsburys as below: Laissez-faire leadership Autocratic or Authoritarian leadership Bureaucratic leadership Democratic leadership LAISSEZ FAIRE LEADERSHIP STYLE Laissez-faire style is the leader who does not actually control or involve in the task. The leader will empowerment the members to make decision, to decide what they think is best. Laissez-faire style also known as a hand off leadership style because the leader doesnt gives direction to the members. Most laissez faire styles offer no or very little guidance to the members of the same group, amidst leaving the making of decisions to other group members.   As much as it could be clearly effective in those situations where most members happen to be highly qualified and skilful in their area experience and know-how, it has often led to poor roles definition plus a sheer lack in motivation. The advantages and disadvantages of Laissez-faire leadership style: Advantages If the members are very responsible If the members are guided by his own target Disadvantages Members feel that they dont have their sense of direction and focus Poor management and no good results Members lose motivation and interest to finish a task Less communication between the teams and leaders AUTOCRATIC LEADERSHIP STYLE Autocratic leadership style is the leader does involves and responsibility in all task. The leader can be possible to reserve the right decision. The leader will make all the decision and they will not ask or allow any of the members to give any suggestion and opinion. All the members are under control by the leader. Autocratic leadership style is one of the oldest styles and is the easiest style to see the immediate goals. When the important tasks are handled quickly and correctly, the leader need to make sure all the members are exactly know where they need to be and doing their job. This leadership style will make the assistants depressed because there is too much direct inspection To be a successful autocratic leader in Sainsburys, the leader needs to remember few things as follow: Respect the assistants Explain to rules Be consistent Educate before enforce Listen, even if you dont change The advantages and disadvantages of Autocratic leadership style: Advantages Where control is necessary Very effective when is stressful Members can become more potential to improve the organisation Leaders have the best idea More motivation for the members Quick decision and less argument Disadvantages Create a panic and offence environment Progress will delay Sometimes can be annoying the team members Leaders are responsibility for the results Members feel unhappy and fail to appreciate Less chances to communicate with each other BUREAUCRATIC LEADERSHIP STYLE Bureaucratic leadership follows a close set of standards. The leader does everything should be according to procedure, rules and policy. The entire task done in an exact, specify way to make sure safety and truth. The leader normally works in a dangerous environment and need to specific some necessary procedures to ensure the safety. Advantages Team members have to follow the routine which is given Team members need to know certain principles or procedures Team members are given security and safety training Members of teams are involving in cash handling if require Leader will always need to communicate with team members Disadvantages Members lose their motivation and interest Members do only what is expected DEMOCRATIC LEADERSHIP STYLE Democratic leadership style is called the partnership style because it encourages team members to be a part of decision making. This leadership style is a very open and collegial style of running a group. The leader will always discuss with or ask permission from members before decide anything. Advantages More motivation and interesting More chances to communicate between leader and team members Can get or share different idea, opinion, experience Can build a good relationship between leader and members Decision will be more accurate Disadvantages Spend more time to make a decision Situation can develop where responsibilities are not clear cut. Cooperation can result in actions that are not the most effective THEORIES OF LEADERSHIP Great Man Theory Behavioral Theory Management Theory Relationship Theory Great Man Theory Great Man theory believed that the ability for leadership is natural, means that the leaders are born but not made. Also describe the leaders are brave enough, mythic and designed to develop the leadership when it needed. Early research on leadership based on the study of great leaders. These people were often from the elite, as some of the lower classes had the opportunity to lead. Contributed to the impression the leadership had little to do with reproduction. Great ideas mythic domain of human thought that in times of need, a great man, will create magic with almost, lost. Easy to verify that people like Eisenhower and Churchill was the point, go back and forth only those with time, even Jesus, Moses, Mohammed and Buddha. Gender issues table when the Great Man theory was proposed were not. Most leaders were male, and a great womans thought leadership in other areas was generally. The researchers were also male, and andocentric bias to worry about was a long way from being realized. Behavioral Theory Behavioral theories of leadership do not seek inborn traits or capabilities. Rather, they see exactly what politicians do. If success can be defined in terms of describable actions, then it may be very easy to work on the same way other people. Its easy to teach and learn then the more short-term property or capabilities adopt. Behavioral trait theory assumes that leadership ability that can be contained rather than, can be learned is a big leap. It opens the floodgates to leadership development, as opposed to simple psychometric assessment that with the leadership of the kind of people who will never get the chance. Develop a behavioral theory is quite simple, as you just assess both leadership success and the actions of politicians. With a large enough study, you then can correlate with success statistically significant behavior. You can identify the behaviors that contribute to failure, thus adding another layer of understanding. Management Theory Management Theory, also identified as Transactional theory, it is focus on the role of supervision, organization and group performance. Team members perform their best if the task is clearly given and they need to be carefully and make sure that expectations are met. The management theory is bases leadership on a system of rewards and punishments. When team members are performing well, they are giving reward; when they performing poorly, they are giving punishment. For management theory is very important to have rules, standards and procedures. The management theory is more effective if the tasks are simple and clearly defined, so the team members are not expected to be creative. Relationship Theories Relationship theories, also known as transformational theories, it is focus on the connections between leaders and followers.  Transformational leaders are normally active, excited and passionate. They are not only involved and concerned in the process but also  motivated and encourage people by helping group members see the importance and higher good of the task. The leaders also have high ethical and moral standards. TASK 4: Work and development needs Development needs of individual For Sainsburys to be a successful organisation and to achieve the goals, it is very important that to monitor or measure the team members performance on a regular basis. Normally Sainsburys will measure the individual members performance every six month. To measure members performance is not only to accurate performance review but also to judge and measure members potential. Sainsburys is using the ways below to measure individual performance: Quantity- the number of units produced, processed or sold Quality- the quality of work performed Timeliness- how fast to finish a job Attendant- how regular the member work Personal appearance- how they dress for work Feedback- positive and negative feedback from colleagues and customers 360-Degree or Full-Circle Appraisal:  The members performance is appraised by everyone who works together. Including managers, customers and members of other departments. After the performance measurement, Sainsburys will improve their members by giving them more training, motivation, incentives. Incentives included increasing salary and rewards. If the members are performance well they will be given rewards like presents, gift vouchers, etc; or by increasing their pay rate. Training and motivation are to provide and increase the job knowledge and individual skills at each level. It also helps the members to expend the horizons of human brain and an overall personality. Factor affecting the quality of performance Productivity- to increase the productivity of the members to achieve the long team goal of the organisation. Team spirit- to improve the sense of team work and relationship of team members. Organisation culture- to develop and improve the organisation health culture and effectiveness Quality- to improve the quality of work and work life Morale- to improve the morale of the work force Health and safety- to improve health and safety skills Training- to improve and make sure team members understand

Introns And Exons :: essays research papers

Introns and Exons   Ã‚  Ã‚  Ã‚  Ã‚  The finding of the Introns and the exons was one of the most significant discoveries in genetics in the past fifteen years. split genes were discovered when lack of relation between DNA sequences were seen during. DNA- mRNA hybridation. For all new mRNA, they must be transcribed by RNA polymerase enzymes. The transcription begins at the promoter sequence on the DNA and works down, thus the nucleotide sequence of the mRNA is complimentary to the one of DNA. In eukaryotes the mRNA is processed in the nucleus before transport to the cytoplasm for translation. In order for the mRNA to become true functioning RNA it must under go several stages of modification.   Ã‚  Ã‚  Ã‚  Ã‚  At first, when the mRNA is produced, a cap is added enzymaticully to the 5 ¹ end of the RNA by linking a 7-methylguanosine residue by a triphosphate bond this is called the G-cap. The G-cap is necessary for translation. The subunit of the ribosome recognizes the G-cap and then finds the initiation codon to start translation. As the mRNA comes finishes transcription, the Poly A tail is added to the 3 ¹ end. As the two ends are placed the mRNA becomes pre-mRNA.   Ã‚  Ã‚  Ã‚  Ã‚  The pre-mRNA consists of splicing and non-coding regions. pre-mRNA molecules are much longer than the mRNA molecule needed to code for its protein. The regions that do not code for amino acids; aa, are scattered all along the coding region. The genes are split with coding regions, called exons, short for expressed regions; in between the exons the non-coding region called introns exist. Before the translation of mRNA the introns must be spliced off. Splicing is an complicated process for the cell. It must locate every intron in the primary transcript. An average mRNA consists of eight to ten introns, some even contain sixteen introns. exons, like introns are also spread apart. Some of their codons may be split by introns, so information for a single amino acid could be some distance apart. Splicing takes place in the nucleus but also could take place in the cytoplasm and the mitochondria. After the splicing of the introns, the G-caps and the Poly A tails remain on the mRNA.   Ã‚  Ã‚  Ã‚  Ã‚  A single gene can code for multiple proteins by alternative splicing. A single strand was found to be coding for twenty different proteins, depending on how the exons are assembled. Different splicing combinations are regulated in t issue specific manner.   Ã‚  Ã‚  Ã‚  Ã‚  Most of the transcribed DNA are introns. ninety nine percent of the information contained in the gene transcript is destroyed when the introns are eliminated since exons are only translated.

Compare Romeo and Juliet Essay

Romeo and Juliet and Pride and Prejudice are two of the most admirable and exquisite works ever written about the struggling love of two opposing forces. The novels have had a great literary importance and give us a sense of love and marriage on its most bewildered journey during the Elizabethan Era and the Napoleonic wars. Even though these two novels are from two different eras and are quite divergent as a result of it, this essay will argue that both Romeo and Juliet and Pride and Prejudice are indubitable similar in the concern of love and marriage. Firstly, this essay will present a short amount of background regarding love and marriage during the Elizabethan era and in the turn of the nineteenth century. Secondly, the essay will talk about the comparison and distinction in love and marriage present in the novels. Thirdly, this essay will discuss and hopefully conclude with the chosen thesis. During the Elizabethan era women were subservient to men and they were raised not to consider otherwise. They were expected to marry whomever the father would hold appropriate. The Scottish protestant leader John Knox wrote â€Å"†Women in her greatest perfection was made to serve and obey man.†( Alchin, L.K. â€Å"Elizabethan Women.) The marriages were arranged to create alliances with other powerful families which becomes the obvious environment in the play about Romeo and Juliet. Love was not significant between a man and a woman. Instead the importance of financial security and a life in everlastingly safety was prioritized through the marriage of a wealthy suitor. In the play by Shakespeare Romeo and Juliet, Juliet is being arranged to marry Paris, a kinsman of the prince, a well suited husband for her despite of her disapproval. As Paris speaks â€Å"God shield I should disturb devotion!—Juliet, on Thursday early will I rouse ye.(kisses her) Till then, adi eu, and keep this holy kiss.† ( Romeo and Juliet, 4.1 William Shakespeare) This is not a marriage for love and this typical prejudice of marriage is also highly present in Jane Austen’s book Pride and Prejudice. One of the characters Charlotte amongst other, is utterly convinced of a socially ideal marriage which was the most common way to unite in the turn of the nineteenth century. â€Å"I am not romantic, you know; I never was. I ask only a comfortable home; and considering Mr. Collins’s character,  connection, and situation in life, I am convinced that my chance of happiness with him is as fair as most people can boast on entering the marriage state.† (Chapter 22. Page 193.† Pride and Prejudice. N.p.: Planet Pdf). Most women decided to marry rather than depend on other family members for financial support. Due to this choice or lack thereof, love and passion were presumed to be less essential in people’s lives. Charlotte’s quote expresses more or less the plight woman had throughout the turn of the nineteenth century. It’s very likely that the Author of Pride and Prejudice, Jane Austen intentionally tried to reveal woman’s position in love and marriage as they were. Shakespeare on the other hand probably had a slightly different agenda which was mainly to please the audiences. All though it is important to not e that Shakespeare presumably wrote about this social decay because he did not approve of what was going on at the time. We might say that this includes the social condition of women and their meager rights in love and marriage. â€Å"Get thee a good husband, and use him as he uses thee.†(All’s Well That Ends Well 1.1.212-13) In Romeo and Juliet the matter of love dominates the play.† My bounty is as boundless as the sea, My love as deep; the more I give to thee, The more I have, for both are infinite. (Romeo and Juliet 2.2, William Shakespeare). Love in this play is simply not one-sided. There is puppy love or shallow love which is the love Romeo has for Rosalie, merely drawn to her appearances’. This view of love is also present in the novel Pride and Prejudice. One of the main characters Mr. Darcy speaks of the woman who later becomes his wife â€Å"She is tolerable; but not handsome enough to tempt me;† (Jane Austen, Pride and Prejudice,Planet Pdf p.14 Ch. 3) Romeo and Juliet and Pride and Prejudice are both acclaimed love stories which center around a man and a woman and their love for each other. The other characters seem to play their important role converging upon these lovers or lovers to be. In both stories we see a strong opposing love due to a distinctness of social class as occurring in Pride and Prejudice between the middle class, the Bennett’s and the Aristocrats Darcy’s and new money the Bingley’s. In Romeo and Juliet the antagonistic love is more defined as a feud between tw o powerful families who will not by any circumstances find peace with each other. â€Å"Two households, both alike in dignity, In fair Verona, where we lay our scene, From ancient grudge break to new mutiny, Where civil blood makes civil hands unclean.† (Romeo and  Juliet, Prologue p.7 William Shakespeare). The House of Montegue and the House of Capulet are the two families who are sworn enemies, never to reconcile until Romeo and Juliet’s deaths. Nevertheless both the novel and the play have in common the opposing forces set in the story. These two main characters should not be together in love as a result of society’s rules. They both defy society’s instructions and give in to love rather than reason. This way of writing was probably intentional by Shakespeare considering the Renaissance period was also about universal order as in Humanism which was a significant factor in general in Shakespeare’s plays.( â€Å"Renaissance Humanism and Shakespeare†.) Both Romeo and Juliet and Pride and Prejudice paint marriage as one of life’s most important choices. Even though this is the case, it is considerably important to envision that Pride and Prejudice has a slightly closer focus on family over husband whereas Romeo and Juliet leans more toward love for husband over family in my opinion. The reason for this is the personalities of the women in the Novel and the Play. Both Juliet and Elizabeth are strong female characters who are being presented as very respectable human beings despite their flaws. In a way we can say that both authors, Jane Austen and William Shakespeare speak for the women at that time and their difficult situations in love and marriage. Passion, love and hate is also a common denominator in these stories. These three words as a whole provide us with an overall understanding of these books. Passion as source of consistency, love as a diversity present in different elements, and hate as an opposition to love to create balance. All though there are quite a few similarities between the novel and the play, there are also a few contrasts present in the books which are important to consider in an analysis of love and marriage. The play Romeo and Juliet has an overwhelming amount of overpowering force of love in it which supersedes everything. The love Romeo and Juliet has for each other is almost obsessive, and self-destructive as a result of it. (â€Å"Love is a smoke raised with the fume of sighs; Being purged, a fire sparkling in lovers’ eyes; Being vex’d a sea nourish’d with lovers’ tears: What is it else? a madness most discreet, A choking gall and a preserving sweet.† ( Romeo and Juliet, 1.1, William Shakespeare.) Romeo speaks of love as he has read in books, but unlikely experienced. Romeo’s passionate feelings develop into a deadly love at the end of the play when the couple’s  tragic destiny prevails and they both die by their own hands. Pride and Prej udice do not have this uncontrollable intense love. The novel focuses more on the achievement of marriage and stability in life, financial and the image of respectability rather than the passionate lusty love. It is important to remember that love is also one of the themes of Pride and Prejudice and that the love in which the main characters Darcy and Elizabeth have for each other at the end of the novel is some of the reasons why this book is so successful. Even though the excessive love is more present in the play about Romeo and Juliet as a result of their lawless passion as archetypal lovers, it is relatively different than what we see in Pride and Prejudice. Both stories have a background of society’s expectation in love and marriage such as Juliet’s arranged marriage to Paris and Elizabeth’s friend Charlotte’s marriage to Mr. Collins an overbearing, and ridiculous heir to the entailed Bennett’s estate. In the play about Romeo and Juliet they are being referred to as star-crossed lovers â€Å"Where civil blood makes civil hands unclean. From forth the fatal loins of these two foes .A pair of star-cross’d lovers take their life; Whose misadventur’d piteous overthrows. Doth with their death bury their parents’ strife.( Romeo and Juliet, the Prologue. p.7, William Shakespeare,) The stars functions as an opposition to Romeo and Juliet’s destiny and is there-for an indicatio n of a not intended universal love as we can see clearly at the tragic end of the play followed by the death of the two young lovers. Pride and Prejudice have a slightly different ending. It has lot more satisfying completion where the two main characters finally can live a fulfilled life together despite the society’s heavy burden of commandment which the reader of the novel was most likely able to anticipate through-out the novel. We see that Romeo and Juliet and Pride and Prejudice have an evident distinction at the end of the two books towards the consideration of meaning. Clearly Romeo and Juliet is a forced equation whereas Darcy and Elisabeth are more likely to be predestined. By analyzing some of the similarities and contrasts in love and marriage in the two books I find the similarities no more substantial than the contrasts. This might be a result of the underlying elements that keep on grasping the connections as we see it. Some of the leading aspects of this influence are the love against all odds in Romeo and Juliet versus the more  predestined version in Pride and Prejudice. Another important element is shallow love which presents it-self in both books through the ignorance of the characters. We see similarities in the society’s established rules of marriage and the characters capability to oppose to these â€Å"decrees†. Then again there is an over-powering and obsessive force of love in Romeo and Juliet which is not accounted for in Pride and Prejudice. Due to these almost completely balanced analogies and divergences I cannot conclude with the chosen thesis and instead I accept the equity of exceptional authorship. Work cited Alchin, L.K. â€Å"Elizabethan Women.† Elizabethan Women. Www.elizabethan-era.org.uk, 16 May 2012. Web. 13 Feb. 2014. Shakespeare, William, Barbara A. Mowat, and Paul Werstine. The Tragedy of Romeo and Juliet. New York: Simon & Schuster Paperbacks, 2011. Print. Austen, Jane. Pride and Prejudice. N.p.: Planet Pdf, n.d. Http://www.planetpdf.com/. Planet Pdf. Web. 13 Feb. 2014. â€Å"All’s Well That Ends Well: Entire Play.† All’s Well That Ends Well: Entire Play. Http://shakespeare.mit.edu/allswell/full.html, n.d. Web. 14 Feb. 2014. â€Å"Renaissance Humanism and Shakespeare.† Http://www.saylor.org/site/wp-content/uploads/2011/11/SAYLOR.ORG-ENGL401-RENAISSANCE-HUMANISM-SHAKESPEARE.pdf. The Sailor Foundation, n.d. Web.

Rethinking Marketing Essay

Companies today have technology that enables them to interact directly with customers. Firms must make use of this technology to focus on customer needs and develop into customer-oriented companies rather than product oriented ones. In order to facilitate this change a change in the company’s strategies as well as structure becomes necessary. This change includes reinventing the organizations marketing department entirely. One such change in strategy involves customer cultivation. Companies must move from being traditional companies to customer cultivating companies. A customer cultivating company is one that focuses on individual or small groups of customers as opposed to a traditional company that focuses on the mass. Many firms today are trying to make this strategy work. For example IBM, Tesco and American express. Next we come to change in structure, which involves reorganizing the marketing department. * Firstly CMOs must be replaced by CCOs (chief customer officer). The CCO’s job is to plan and implement the firms customer relationship strategy and supervise all customer-facing functions. * Secondly under the CCO will work the customer managers who identify the customer’s needs and direct brand mangers to fulfill those needs. * Customer- facing functions: some functions such as the customer relationship management that forms a part of the IT department must be made a part of the customer department. CRM (a tool for gauging customer needs and behavior) contains the data needed to implement customer cultivation strategy and hence essentially forms a part of the customer department. * Market research: market research changes to become more customer focused as well. * Research and Development: marketing and R&D must be integrated so that the customer itself can be brought into the process of designing products. * Customer service: the customer department must handle this service to ensure both quality and building long-term relationships with customers. With change in strategy there comes a need to change the measures that gauge the effectiveness of the strategy as well. These changes in measures are as follows: * Product profitability to customer profitability * Current sales to customer lifetime value * Brand equity to customer equity * And lastly market share to customer equity share. All in all the article considers reinventing the strategies and structure of companies to make them focus on building lasting customer relations rather that building brands.