Literary Elements of Wharton’s ‘Roman Fever

The short story, â€Å"Roman Fever† by Edith Wharton, reveals numerous popular literary elements. Some of the most prominent examples of literary elements are irony, symbolism, and foreshadowing. All three elements create the feel and atmosphere of the short story. They add illustration, mystery, and humor to the storyline. The irony in â€Å"Roman Fever† begins when the two daughters refer to their mothers as â€Å"young things†. This is verbal irony because their two mothers were described as aged and matronly, so the daughters were obviously mocking their mothers (Petry 1). When Alida Slade reveals that she wrote the letter to Grace Ansley telling her to meet Delphin at the Colosseum instead of Delphin himself, it is situational irony because all along, Grace thought that Delphin had wrote her the letter and had believed it for twenty five years. All that time, Alida had the idea that she had tricked Grace, but when Grace informed her that Delphin had actually showed up at the Colosseum that night, it is situational irony again. When Alida tries to regain her superiority again, she says â€Å"I had him for twenty-five years. And you had nothing but that one letter that he didn't write. â€Å", which is situational irony because Grace then reveals that Delphin was Barbara’s actual father, which Alida did not expect. Another thing that made it ironic was that she realized that Delphin had fathered a child that she felt superior to her own (Phelan 1). Wharton incorporated many symbols into â€Å"Roman Fever†. The one that sets the story off is the knitting, which at first seems like a minor element. In fact, it is the first matter to receive attention in the story, brought about by the daughters. They say to leave the â€Å"young things to their knitting†, which is said sarcastically, as if their mothers are intellectually, emotionally, and physically incapable of doing any other activity besides something as simple as knitting. This was supposed to make the two mothers appear as stereotypical middle aged women (Petry 1). The crimson of the silk that Grace takes out of her bag symbolizes passion (Petry 1). The black of her handbag symbolizes the gloom of guilt (Selina 1). Also, the knitting is a symbol of the weaving of lies that went on between Grace, Alida and Delphin, which explains why Alida does not like to knit (â€Å"Explanation of: â€Å"Roman Fever† by Edith Wharton†). Another symbol is the threat of getting sick. All through the story, the women mention Roman fever, which was going around while they were both in Rome as teenagers. Grace and Alida were both afraid of catching it. Alida hoped that Grace would get it while waiting for Delphin at the Colosseum, and although Alida’s complete plan did not work, Grace did eventually catch Roman fever (â€Å"Explanation of: â€Å"Roman Fever† by Edith Wharton†). The setting of Rome is also a symbol, because the ruins that surrounds the city. It symbolizes the ruined relationship between Grace and Alida (â€Å"Explanation of: â€Å"Roman Fever† by Edith Wharton† 1). Also, it is also a symbol because Rome is a famously feminine city, so it added to the independent femininity of the story (Voeller 1). Foreshadowing is a key element in â€Å"Roman Fever†. It starts at the beginning with the description of the women. Grace Ansley is described as small, pale, and unsure of herself. Alida Slade is described as higher in color and confident. These two details indicate that Alida would be intimidating to Grace, and that her personality is more domineering (Petry 2). When Wharton writes, â€Å"Half guiltily she withdrew from her handsomely mounted black handbag a twist of red crimson†, it foreshadows that Grace is slightly afraid of Alida and she has some secrets that Alida does not know about. Towards the beginning, Wharton also mentioned that Alida Slade is not fond of knitting, which was unusual for someone of her age at that time. This shows that she is different from your average middle-aged woman, and that she and Grace do not have many things in common about their personality (Petry 1). When Alida Slade and Grace Ansley are looking at their daughters having fun in the moonlight, and Grace says â€Å"And perhaps we didn't know much more about each other†, it shows that some drama is about to occur, and that she knew she had things that Alida did not know about her, and also that perhaps Alida felt the same way (Selina 1). Roman Fever† demonstrates countless excellent cases of irony, symbolism, and foreshadowing. Different kinds of irony make â€Å"Roman Fever† entertaining during dialogue. Symbolism gives the story deeper meaning in small actions, for instance knitting, and setting details. Foreshadowing in the story baffles and intrigues. In conclusion, these are the three vital literary elements in Edith Wharton’s â€Å"Roman Fever†. They capture the reader from the playful beginning to the jaw dropping end.

General Mills Inc. Understanding Financial Statements

Introduction The case study General Mills Inc. – Understanding Financial Statements focuses on the most basic idea of finance analysis. This case is a brief look into the language that is used in the finance world and a start to interaction with auditors. In this case, KPMG LLP, the public accounting firm that was auditing their statements, had sent two opinion letters. The first letter was ensuring that both parties were aware that General Mills had internal control over financial reporting.The second opinion letter stated that to auditor’s knowledge, General Mills had correctly reported its financial statements. The statements given in this case study are known as the four general financial statements. Displayed in the case are the Consolidated Statements of Earnings from years 2004 to 2006, the Consolidated Balance sheet from 2004 to 2006, the Consolidated Statement of shareholders’ equity from 2004 to 2006, and the Consolidated Statement of Cash Flows from 20 04 to 2006.These general pieces of finance material provide enough information to analyze General Mills over the past two years. Thanks to the financial statements provided, we had the ability to compare the company’s performance in 2005 and 2006, and to see whether the company was still in good standing or not. The following is a basic analysis and interpretation of General Mills financial statements. Concepts a. General Mills is a food company. Its main activities consist on producing and selling ready-to-eat food, as well as doing retail business.These activities take place in the U. S. , Canada, Europe, Latin America and the Asia/Pacific region. b. Consolidated balance sheet, consolidated income statement, consolidated shareholders’ equity, and consolidated cash flow statement are the financial statements that are addressed to external audiences. General Mills submit consolidated financial statements because the accounts represent the company and its subsidiaries. c. The SEC requires that the financial statements for external reporting purposes be prepared quarterly. These quarterly reports are called 10Q reports.Then, SEC requires that these financial statements be done annually. These annual reports are called 10K reports. d. Financial statements are usually prepared by accounting staff; however, the CEO and CFO are the responsible for the accuracy of these statements. Generally, internal and external audiences are interested in the information presented in financial statements. On the one hand, the internal audiences are managers, owners and employees. First, in order to make decisions, managers and owners review the financial reports.Second, financial reports provide a clear view of the financial position and market value of the organization. Third, employees may use financial reports to insure their jobs positions within the company and negotiate possible salary hike and promotion. On the other hand, there are many external agents who ar e interested in the financial reports. First, investors use financial statements to evaluate the general performance and financial strength of the company. This evaluation helps make rational investment decisions.Second, financial institutions like banks and other lending institutions use the reports to assess the weight of debts and decide how risky the company is. Third, partners of the company consider the financial situation of the company in order to revise the contracts and partnership terms. Forth, suppliers are also interested in the financial performance of the company because that helps them decide whether to extend their credit or not. Fifth, government is in concern with the financial reports of this company, because these reports are the only means of verifying if the tax paid is accurate and adequate. . General Mills external auditor is KPMG LLP, an independent registered public accounting firm that issued the two â€Å"opinion† letters that General Millsâ€℠¢ Board of Directors and Stockholders received. The first â€Å"opinion† letter regards internal control over financial reporting, while the second â€Å"opinion† letter concerns financial statements and related financial statement schedule. The first â€Å"opinion† letter confirms that the General Mills upheld valid internal control over financial reporting as of May 28, 2006.The second â€Å"opinion† letter assures that the consolidated financial statements were fairly presented as of May 28, 2006. We see that the time difference between issuing the financial statements and receiving the opinion letters is fair, because audits need few months to gather information and analyze it. Analysis f. g. i. For May 28, 2006: Assets= $18,207 Liabilities + Equity = $11,299 + ($5,772 + $1,136) = $18,207 ii. For 2006, General Mills’ had a proportion of 17. 44% for short-term assets, and a proportion of 82. 6% for long-term assets. So, land, building and equipm ent, goodwill and intangible assets make up the majority of total assets. In other words, General Mill’s major assets are long-term assets, which is explained by the nature of business that General Mill Inc. does. iii. In general, intangible assets are assets that are not physical in nature. Corporate intellectual property (items such as patents, trademarks, copyrights, business methodologies), goodwill and brand recognition are all common intangible assets in today's marketplace.Goodwill is a long-term asset categorized as an intangible asset. The amount of goodwill is the cost to purchase the business minus the fair market value of the tangible assets, the intangible assets that can be identified, and the liabilities obtained in the purchase. In the case of General Mills, the intangible assets could be patents, strong brand name, copyrights, franchises and goodwill. iv. In 2006, General Mills was financed at a proportion of 62. 06% by non-owners and at a proportion of 37. 9 4% by owners. h. i.General Mills recognizes sales revenues upon acceptance of the shipment by its customers. The promotions and estimated returns are not included in the reporting of sales. The coupons costs are registered when distributed and their amounts are based on estimated redemptions. As for trade promotions, they are expensed based on estimated participation and performance levels for offered programs. Concerning returns, the company has a new return policy. However, the company may allow few returns if the product is in good condition to be sold again.The company expenses returns as reduction of net sales. The company’s policy of registering revenues, promotions and estimated returns are conform with GAAP. ii. The common-size income statement of 2006 reveals that General Mills’ major expenses are cost of sales with a proportion of 59. 85%, followed by selling, general and administrative expenses with a proportion of 23. 01%. iii. Between 2005 and 2006: The co st of sales and the selling went up by a small proportion, while selling, general and administrative expenses along with interest expenses went down by 0. 7% and 0. 54% respectively. However, selling, general and administrative expenses went up by 1. 51%. iv. To our opinion, General Mills included these unusual expenses in a separate section in order to avoid misleading the readers about the reason why selling, general and administrative expenses increased. v. During 2006, the company realized profits of 1,090 million dollars, while during 2005 realized profits of 1,240 million dollars. Since the two results are positive, we assume that the company was profitable during 2005 and 2006. vi.The change in net earnings between 2005 and 2006: (1,090 – 1,240) / 1,240 = -12. 1% The change in net earning between 2004 and 2005: (1,240 – 1,055) /1,055 = 17. 54% So, between 2004 and 2005 the net earnings raised by 17. 54%, while between 2005 and 2006 the net earnings decreased by 12. 1%. Excluding the costs of Divestitures and Debt, the net earnings of 2005 and net earnings difference between 2005 and 2006 will be as follow: Net earnings (2005) = 1,240 – (499-137) * 0. 617 = $1,016. 6 Net earnings difference (2005-2006) = (1,090 – 1,016. ) / 1,016. 6 = 7. 22% i. i. In 2006, net earnings are $1,090 while net cash provided by operating activities is $1,771, which means that there is a difference of $681 between these two accounts. This difference can be explained by the fact that some gains or costs don’t generate any increase or decrease in cash flow. For example, depreciation and amortization are costs that don’t change the level of cash flow. ii. During 2006, General Mills used for expenditures $360 million. iii. General Mills paid $485 million for dividends. j.The account on General Mills’ balance sheet that require estimates are the following: * Fixed Assets: Because the life time of a fixed asset is estimated, then depr eciation is estimated as well. Then, the net value of fixed assets –that is historical value – accumulated depreciation – is estimated as well. * Inventories: General Mills uses FIFO method for valuing the inventories in the U. S. and LIFO method for valuing inventories outside the U. S. * Doubtful accounts: these are accounts receivable that the company assumes won’t’ be collected in the future.We assume that all the balance sheet accounts, except long term debts, have estimated values. Conclusion After having studies General Mills’ business environment, and went through the analysis of its financial statements, we assume that this company’s performance for the year 2006 was better than 2005. In order to be more objective, we have excluded the gains and losses from divestitures and debt repurchases costs in our analysis, because these costs are considered as unusual. Thus, the common-size income statement shows that the company did b etter from 2004 to 2005 in terms of net sales and income statements.However, the after-tax earnings from Joint Ventures were much lower in 2006 than in 2005 and 2004. We assume that this decrease is mainly related to the change of the structure of joint ventures, as the company sold many of its subsidiaries. In addition, the income statement reveals an increase of dividends per share from the year 2004 to 2006, which means that the shareholders got higher profits. The information presented in the consolidated and common-size balance sheets was about the assets, liabilities and equity of the company.First, we noticed that the majority of the company’s assets are long-term assets, which we found normal seen the nature of business of General Mills. Second, 63% of the company’s business is run by liabilities, we assume that General Mills is a low risk company and that its cash flows are stable and positive. . ———————— ——————– [ 1 ]. Definition retrieved from: http://www. investopedia. com/terms/i/intangibleasset. asp#axzz2N0pq9ntS [ 2 ]. Definition retrieved from:

Aboriginal Culture

The Indigenous aboriginal people are one of a kind they mostly reside in Australia both the mainland and the Island Tasmania. The Aboriginals were indigenous to the continent and has resided there since the late sass's. There are over 400 different tribes wealth the Aboriginal culture and they all have deferent dialects, and languages. Communication amongst the Aboriginal people is much different they use terms such as full blood or half caste meaning not of the same biological parents.Mainly they use terms within their specific tribe so that outsiders are not able to butt in on personal business. Terms like â€Å"Aborigine†, and â€Å"Aborigines† are of offense and are terms used in connection to harsh times of enslavement. It is disrespectful to mention a deceased person's name for up to two weeks after death following their cultural guidelines. Time orientation is not of great importance in Aboriginal culture as it is in Western civilization.The Aboriginal people use the position of the sun and he closeness of the season to tell time weather. Personal space is not of great importance either. Men usually address men and then are either invited or ask to address the woman. Social roles are very Important as the Aboriginals lead by elders, Elders lead the community and If Ill the entire village will participate In caring for the elder whether personal related or not. When entering a room it is respectful to address the elder first and then males and lastly females.Religion is based upon little God's. The Aboriginals believe that everything in life is made from the earth such as serpents used to create pathways for the people. Health beliefs are looked upon as any ill person is sick by sin. Their belief is that a person who has a disease is being punished by a God for some kind of sin committed. Health practices are preferred to be done holistically. Due to the fact that they believe everything is from the earth they also believe that the cure shal l come from the earth.Health Issues such as cardiovascular diseases, mental health, diabetes, cancers, and Injuries are mall health concerns within their culture. The dietary preferences for the Aboriginals are not of Importance because they are very poor and almost all foods come from the grubs and bushes. Foods like berries, fish. Nuts, and wild game are main course meals. Both the mainland and the island Tasmania. The Aboriginals were indigenous to the tribes within the Aboriginal culture and they all have different dialects, and address the woman.Social roles are very important as the Aboriginals lead by elders, Elders lead the community and if ill the entire village will participate in caring the earth they also believe that the cure shall come from the earth. Health issues such as cardiovascular diseases, mental health, diabetes, cancers, and injuries are main health concerns within their culture. The dietary preferences for the Aboriginals are not of importance because they a re very poor and almost all foods come from the grubs and bushes.

Should Parents be Subjected to Licencing Essay Example | Topics and Well Written Essays - 1250 words

Should Parents be Subjected to Licencing - Essay Example In the hands of parents lie their children’s future because how they mold their children will create a great impact on the children’s lives. LaFollette has argued that a license is necessary when the activity to be engaged upon is potentially harmful to others. Much like a driver needs to secure a driver’s license before driving a car because driving is potentially harmful to others, parenting is argued to likewise be potentially harmful to children especially if the parents are not qualified to raise them (183). The second argument for a licensing program for parents is that their competence should be proven in order to ensure a safe performance of their duties as parents (183). What if they are not adept in caring for another individual, especially a young child who is totally dependent on them for all his needs? What if they do not have what it takes to equip the children with the necessary skills to survive when they grow up and go out into the world? What wo uld become of these children? A third argument for licensing is that there should be a reliable procedure for testing such competence (184). LaFollette explains that when the first two arguments are met, that of parenting being potentially harmful indeed to others especially to children, and that the parents’ competence is questionable, then parents become legitimate subjects for licensing. If all three arguments are met, then it becomes imperative to issue licenses to qualified parents. Since children are highly valued by society, their welfare is given utmost consideration. The United Nations Convention on the Rights of the Child (UNCRC) declares that "the child, by reason of his physical and mental immaturity, needs special safeguards and care, including appropriate legal protection, before as well as after birth" (Article 2.2), Article 2.2 further details, â€Å"States Parties shall take all appropriate measures to ensure that the child is protected against all forms of discrimination or punishment on the basis of the status, activities, expressed opinions, or beliefs of the child's parents, legal guardians, or family members.† This implies that if children are left in the hands of irresponsible parents, then the state will do everything to protect children from any potential harm that may be inflicted by such parents. This is to ensure that they will be kept safe and put in an environment where they can grow and develop into well-adjusted and healthy individuals that can be productive and contributory citizens to society in the future. Studies have shown that children who grew up under abusive or negligent parents have strong tendencies to develop the same behaviors with their own children due to the constant exposure they got when they were young. Anda et al (2005:174) discussed in their study that the traumatic experiences of abused or neglected children often stays on with the victims into adulthood. Some children may never fully recover from the trauma, resulting in lifelong depression, anxiety, and personality disorders. Other individuals may be predisposed to engage in prostitution, pornography, drug abuse, or crime. The long-term consequences of child maltreatment can be so devastating that it has been called "soul murder" (Shengold, 1989:43). In order to prevent this, Article 19 of the UNCRC requires that â€Å"

Note Cards Essay Example | Topics and Well Written Essays - 500 words

Note Cards - Essay Example Paraphase: According to Hammond (2002) it will take until 2024 before Britain can attain the same staffing levels as Europe, thus existing staff are ridiculously overburdened. (as cited in Fleming, 2006) Paraphrase: that this shortage has resulted in almost twenty percent of Canadians having trouble locating a doctor, together with a lack of other health professionals such as radiologists, psychiatrists and obstetricians. He further stated that almost two thirds of family doctors are refusing or limiting new patients. (Fleming, 2006) Paraphrase: The lack of doctors and nurses in Canada is quickly reaching crisis point; in 2004, one hospital in Vancouver was forced to farm out almost a thousand patients because of a shortage of nurses and in 2006 another hospital had to cease all surgery for over a week because of a lack of nurses (Fleming, 2006). Paraphrase and quote: The lack of equipment in Britain has â€Å"reduced availability and eroded quality† and in Canada over fifty percent of equipment is outdated and only when it no longer functions, is it replaced (Fleming, 2006). Paraphrase: In Canada, doctors are not able to work properly because of inadequate availability time of operating rooms, and the limitations placed on the number of patients they can operate on means that those deemed not crucial often have to wait years before receiving surgery. (Fleming, 2006) Paraphrase: a study conducted by Alter, Naylor, Austin, Chan and Tu in 2003, wherein thirty percent more people living in Alberta were able to receive heart surgery than those living in Prince Edward Island. Another study undertaken by Pilote et al. in 2004, found that in Nova Scotia patients have to wait three weeks longer for heart surgery after a heart attack, than those living in Alberta. People living in the north of England are more liable to die of cancer then those living in the south of England; those living in the north are

Radical Islam Research Paper Example | Topics and Well Written Essays - 1250 words

Radical Islam - Research Paper Example The application of Sharia law c. The termination of non-Muslim influence in the Muslim world d. The development of Muslim identity in politics e. The fundamentals of radical Islam have a lot of bearing on the application of the doctrine IV. Manifestations a. Political violence or terrorism i. September 11 (2001) ii. Attacks on US bases in East Africa (1998) b. Mass revolutions i. Iran revolution (1979) ii. Arab spring (2011) c. Political aggression i. Anti-US foreign policy ii. Refusal to recognize the statehood of Israel d. Isolation from the global order i. Iran (nuclear program) ii. Iraq (biological weapons) V. Implications a. Terrorism b. Political aggression c. Isolation from the global order VI. Future a. The future of radical Islam is unpredictable b. It is yet to be seen whether Muslim countries will embrace radical Islam in future c. Though Muslim countries are likely to be moderate in the future VII. Conclusion a. Radical Islam is a political ideology based on the basics of Islam; Quran and the Sunna b. It manifests in various forms like terrorism and revolutions c. It originated from the need to apply Islamic principles in politics d. It calls for the elimination of western control over Muslim region e. Countries that embrace the ideology risk isolation from the global order f. In future Muslim countries will not embrace the ideology g. Radical Islam is a recipe for political isolation VIII. ... Several other terms have been used to imply the same thing and they include Islamism, extremism and Islamic fundamentalism. Radical Islam has both positive and negative connotations in the sense that at a positive level it is perceived as a mechanism towards unity in the Muslim world as well as a guarantor of purity and morality in the political sphere. However, radical Islam is a dangerous concept that segregates the Muslim world from the mainstream on the grounds of religious doctrine. As a result, many opponents of the concept often describe it as a misapplication of extreme doctrines of Islam on political sphere which could have catastrophic results. Radical Islam has been in existence for a lengthy period of time and it has a long history of application. In essence, radical Islam originates from the misinterpretation and misplaced application of Islamic religious doctrine on political and social order. There are several implications of radical Islam most of which include isolati on, violence and terrorism. Moreover, radical Islam manifests in numerous ways that range from destructive tendencies like acts of terror and democratic revolutions like the Arab spring. The future of radical Islam is quite unpredictable owing to the fact that it is not easily known whether Muslim countries will embrace the doctrine in future. Origin of Radical Islam As a term radical Islam was coined by scholars and thinkers who have studied foreign policy, international relations and the particulars of Muslim countries. Originally, the term was meant to imply ideologies that seek to emphasize that Islam ought to direct the personal, political as well as

Should our racial identity be defined by our physical attributes Essay

Should our racial identity be defined by our physical attributes - Essay Example First off, one of the most significant attributes among people is their color of skin. It is a standpoint for racial conflicts and discrimination, therefore. Thus, humanity is well driven by analyzing characteristic features of individuals in relation to physical attributes, but not those which are more vital. It is all about, an individual’s reason, passion, talent, use for the society, etc. Black or white, Asian or Indian, - all these attributes make a huge part of the contemporary society run into misconception in possessing different things and stratum within the society. Living in America, many of individuals urge to create their identities in close relation to their physical attributes. In fact, it is taken for granted today, and no one can refuse that a person’s appearance is the core attribute to get well in this life. It is a â€Å"credit card† of an individual letting him/her know if he/she can go another step in the social stratification and in the car eer ladder as well. This is the truth of contemporary life. The society believes in this assumption just because it was delivered from one generation to another throughout the history of the United States. Such impulses are so strong that it seems impossible to fight them or somehow reduce. Even with the African-American president, the situation has changed not a jot. As an Armenian, I feel responsible to pay everyone’s attention to the topic that is not new for everyone living in a multinational country. It is really difficult to pay people’s attention to more reasonable and constructive decisions while communicating the ethnical equality which makes all individuals and citizens united and, therefore, strong in the national idea. However, communicating ethnicity is not suffice, as â€Å"the ethnic option is conceptualized in individual rather than collective terms† (Fong and Chuang 308). Thus, a person himself/herself chooses to either humiliate or defend someb ody as it concerns with one’s viewpoints on life and social inequality. To say more, racial identity as well as racial discrimination is a result of the historical development of the mankind. In this respect the era of colonialism, expansion, and enslavement â€Å"imprinted† and allegedly justified the winners and the losers of the â€Å"ethnical race,† so to speak. Individuals in majority are likely to put constraints for those in minority in order to make the presence and performance of the first pure, and genuinely more authentic. Unfortunately, the vast majority of contemporary people are perpetually haunted by various stereotypes regarding their identity. It seems taken for granted that African Americans and other minorities should stay behind the scenes of the national dialogue on equal rights just because they do not fit into a so-called â€Å"divine† image of a civilized person. In turn, it hurts and, frankly speaking, destructs people’s se lf-esteem and identity (Burke 85). Thus, social forces are still ineffective in, first, discussing and, second, solving the problem of misunderstanding widely spread over different ethnical communities nationwide. It is a challenge for the nation; it is a challenge for every ordinary individual being a part of the nation as well. Strange as it may seem, a man’s appearance is a prerequisite to estimate his/her talents, goals, and preferences. However, it sounds

Summary of September 11, 2001 Attacks Essay Example | Topics and Well Written Essays - 1000 words

Summary of September 11, 2001 Attacks - Essay Example 9/11 was therefore an attack in the running conflict between faiths. According to al Qaeda, Koran teaches that giving ones life when killing infidel enemies, the Americans is a holy act. Therefore, they committed the attack because it is what their god destined them to do. The attack was also committed because of the fact that Americans are not living as Islamists do and they are therefore sinners in whatever endeavor they undertake. The al Qaeda stated that their attacks on Americans will continue until specific foreign policies on the Middle East are stopped. On the day of the attack, four planes were hijacked by terrorists and later two of them were flown into the twin towers of the World Trade Center in New York. This led to huge fires that after a short while led to the crumbling of the towers. One of the remaining two planes crashed in the Pentagon in Washington D.C and the last crashed in a field in Pennsylvania. The terrorists had planned that the planes crash in buildings an d landmarks but this efforts were thwarted by passengers who were on board (Lloyd 45-58). Most of the passengers were mainly sailors and solders. Due to the negative devastating effects of September 11, 2001, it is believed to be the worst terrorist attack ever to be experienced by the Americans. Some of the direct horrific outcomes were the death of about 3000 Americans and massive destruction of property. The broader vision of the terrorist attacks on September 11, 2001 however shows different consequences including political, economic and social problems. The immediate economic effect of the attack was a sharp drop in performance of global stock markets. It was the largest insured event leading to about 40 billion dollars of insurance losses. The opening of the New York Stock Exchange had been delayed since the first plane had crashed on the north tower of the World Trade Center. The subsequent attacks led to the closure of the NYSE. Trading on the bond market also ceased as a re sult of the attacks. The Federal Reserve acted fast by introducing the discount window that was put in place to meet liquidity needs. This helped to stabilize the economy and reduce disruptions that arose in the financial system as a result of the attacks. Prices of several commodities escalated to extremely high levels. Travel and entertainment stocks experienced immediate shake up including online travel agencies while tourism plunged in New York. This led to massive losses that included sharp decline in the tourism earnings as a result of fall in hotel occupancy. This was because of lack of tourists who were reluctant to fly due to fear of repeat attacks. All these direct impacts on the economic position of USA show the elementary correlation between a country’s ability to generate wealth and the ability to defend itself. Several issues therefore came up including the worst effects of threats of terror to an economic superpower and use of economic tools to curb devastating effects of terrorist attacks. The attacks came at a time when the US economy was in the process of recovery. The costs of the attacks were devastating; the mostly affected was the infrastructure and the rescue and clean up operations. The insurance losses were due to the increased insurance rates that made insurance premium too high

Health care marketing Essay Example | Topics and Well Written Essays - 250 words - 3

Health care marketing - Essay Example Additionally, the health care institution should work to maintain a good brand name among the locals. The primary aim of this factor is to capture the external environment, which consists of the patients. This offers the health institution with an external insight of its brand in terms of marque image, brand personality, and brand familiarity.  Furthermore, the health facility should take into account innovation as a major factor for its marketing strategy. Innovation should take place in all departments of the hospital. This will increase the overall margins of the health facility and develop a new mindset to its patients. Secret shoppers or mystery shoppers are people hired by other rival organizations or business to spy on the progress of another business entity. The familiarity of secret shoppers is not common in many organizations since organizations set their own targets to achieve as opposed to benchmarking with other rival businesses. Mystery shoppers are popular in healthcare institutions equally to other business. This is because they aim to evaluate how healthcare is delivered in healthcare organizations and aim to correct important information and procedures that can be adapted in rival healthcare

Does Media Bias Cause Islam to be Misunderstood Research Paper

Does Media Bias Cause Islam to be Misunderstood - Research Paper Example The research paper "Does Media Bias Cause Islam to be Misunderstood" analyzes if Islam is misunderstood because of the media biases. And Islamophobia, as can be seen in the western media portrayal of Islam and Muslims, can be traced back to the mid-part of the 20th century – sometime in the 60s and 70s. For some reason, this negative portrayal has not changed over the decades. Derogatory terms such as â€Å"camel jockey† obviously show contempt against this group. During the 80s and 90s, world war vision of Huntington and the theory of â€Å"clash of civilization† incited fear among the U.S. population. This was furthered by the 9/11 attacks in 2001. But things did not end there. The media then began, more and more, to put Islam and Muslims in a bad light. Even cartoon shows such as â€Å"The Simpsons† try to mix Islamophobia with humor. This means that even kids are not immune to this cultural reality of stereotyping this group of people as terrorists. Wh en it comes to the news industry, one of the most controversial channels is â€Å"Fox News.† For the past several years, â€Å"Fox News Channel† has been accused of inciting ethnic or religious animosity. With these as just a few examples of media biases and Islamophobia, it is then a wonder how a land of supposed constitutional rights and freedoms ends up forming a new kind of racism just after the institutionalization of the civil rights? While this area may just be a small percentage of the media, it speaks a lot of the challenges that the U.S. society faces to this day.

Athletic programs Essay Example | Topics and Well Written Essays - 500 words

Athletic programs - Essay Example As I reflect upon my experiences from these sports programs, I believe that the lessons I have imbibed greatly contributed to my overall development as an individual. I reckon that the benefits I have derived from joining these programs make be better equipped in facing the challenges of high school life. As a part of the athletic programs, I have greatly appreciated the concept of teamwork. These programs have made me realize that through team effort goals would achieved more efficiently. Instead of working or playing on my own, I have grown to become a team player. In my high school years, this characteristic would help me relate with my group mates or peers both inside and outside the classroom. Moreover, participating in athletic programs has assisted me in gaining self-confidence. Through the guidance of trainers, I developed my belief in my skills as a soccer player, student and individual who is part of a team. This trait also enabled me to easily accept rejections and failures. As a high school student, this is vital because such gives me the courage to try various pursuits. Should I fail in these endeavors, I could easily inspire myself to improve and find ways to further hone my skills to succeed. The athletic programs have also molded me to embody sportsmanship.

The duality of human nature in chapters 1, 4 & 9 of Dr. Jekyll and Mr. Hyde Essay Example for Free

The duality of human nature in chapters 1, 4 9 of Dr. Jekyll and Mr. Hyde Essay In what ways does Stevenson present the duality of human nature in chapters 1, 4 9 of Dr. Jekyll and Mr. Hyde and how does this duality reflect the concerns of the time? Dr Jekyll and Mr Hyde, published in 1886, regards many of the issues within Victorian culture and it presents the authors own disgust towards the traditions and affairs concerning Victorian society and the people living in it at the time. Stevensons book incited the idea that everyone was capable of committing moral and immoral actions, it had nothing to do with your appearance, and his one shilling shocker did what he said it would, it shocked and appalled the Victorian public. Science was rapidly becoming a more frequently occurring part of peoples lives and it was posing a fast rising threat to religion and its practises, whilst at the same time theories such as Charles Darwins theory of evolution were severely undermining and attacking the influence that the Christian church could have in peoples lives. Frankenstein by Mary Shelley was another science based book, and this is similar to Stevensons book in a way that a Dr [Frankenstein] is using his mind and science for the wrong reasons. People had begun to question the notion that God created the world, and this was exacerbated by Frankensteins experiments. In a clearly divided London, there was conflict between the East and West end, much like there was conflict between the upper and lower classes. Over time, a momentously bitter split was formed between those who were born into wealth, and those unfortunate enough to be thrown into a struggling, lower class background. The upper class feared that the lower class would pollute their flawless society. Habits such as infraction and homosexuality were thought to be associated with the lower class and the upper class feared this. A recurring theme of the time was that a criminal could be recognised simply by their appearance and reality was discounted totally. When the book was taken to the theatre, Richard Mansfield the actor who played Mr Hyde fit the common recognition of an evil man, and acted so convincingly that the audience actually believed he was Jack the ripper himself. However, Jack the ripper contradicted these beliefs and went against the general beliefs inspired by the theories of Lombroso and Francis Galton (a criminal was short and had a big head as they had devolved). What is more, it was proven that Oscar Wilde, a lower class man who was six foot six, hence hugely different to the theories of Lombroso and Galton, was having a homosexual relationship with a member of the aristocracy. This furthered the idea of disease coming from the lower class and infecting the upper class. Plus, the book Dracula considers blood transfusions, and it is a parallel to the notion of separation in Victorian London. Blood passed into a normal persons body from a vampire and infected them, much like the lower class were infecting the upper class. Firstly, much alike other characters in the book, there is a clear and present duality between the characters (or character) Dr Jekyll and Mr Hyde. We are first introduced to Mr Hyde during the incident in which he tramples over a little girl in the street. He is described as a monster, not of this world: It wasnt like a man; it was like some damned Juggernaut. On any occasion that there is a portrayal of Hyde, we are made aware of his hellish actions and the actuality that someone either dislikes him, or more severely, wants to kill him: I had taken a loathing to my gentleman at first sight. So had the childs family, which was only natural. In the nature that he is referred to as a Juggernaut, we are told he is an unstoppable force, and he is therefore likened to Jack the Ripper who, although he should supposedly fit Lombroso and Galtons theories about criminal appearance, is impossible to catch. During the opening of the book, Hyde is in no way likened to a man, hence insinuating that there is something wrong with Hyde, and he may be like no other man, in either appearance or reality. Stevenson strengthens this notion by stating: he gave me one look, so ugly that it brought out the sweat on me like running. Despite this, Dr Jekyll is first construed as a, large, well-made, smooth-faced man of fifty. This gives the reader the impression that he is just an indifferent member of the upper class, hence suggesting that he is the exact opposite to Mr Hyde. Moreover, the fact that Jekyll is referred to as, Dr and Hyde is referred to as Mr suggests that Mr Hyde, a lower class person is polluting Dr Jekyll, an upper class person, fitting in with the common fear that the lower class would pollute and corrupt the idealistic upper class, therefore suggesting the duality of the East and West ends. The duality between Dr Jekyll and Mr Hyde at the time of the book could epitomize the concerns of Victorian society and the theories of evolution proposed by Charles Darwin. The theory enunciated that all human beings began as apes, and that we have developed throughout time to suit the environment, or to adapt, fitting the idea of survival of the fittest. The harsh fact that Mr Hyde has not yet been likened to man suggests he is devolved, and Stevenson is able to convey this point by stating that he clubbed him to the earth (in relation to the murder of Sir Charles Danvers). From this statement we are able to infer that Mr Hyde is now being likened to a caveman brandishing a club, a supposed early stage in the theory of evolution. What is more, Hyde is depicted to have, ape-like fury which even more so directly parallels him to Darwins theory. Sigmund Freud had proposed at the time was that a person has three parts; the id, the ego and the superego. The id was supposedly the unconscious mind, or inner desires, the ego being a conscious self, which was a front to interact with society, and finally the superego was the conscious feelings of disapproval that would be hidden away as the guilty conscious. Mr Hyde could be characterized as the id, as the unconscious mind providing us with physical drives and desires, thus allowing Hyde to live with no moral restraints or standards. On the other hand, Dr Jekyll can be perceived to be the ego, the conscious self being developed by the mind. He is fully conscious of his own actions. Mr Hyde or Hide is the id. We can consider that Hyde (the id) may be hiding within Hide. Furthermore, Dr Jekyll begins with the French word Je, or it can translate to I. Therefore, Jekyll who is the ego, can be seen as I or Stevenson could be the I in Jekyll, and he could be using him [Jekyll] as a puppet to convey a didactic message. Amid Stevensons one shilling shocker, there are numerous references to both science and religion. Scientific advances at the time intimate that Stevenson was trying to convey a didactic message by writing a highly controversial book. In chapter one, it was hellish to see is but one of the frequently occurring references to religion, along with describing Mr Hyde as, really like Satan. This indicates that Stevenson is trying to liken Mr Hyde to Satan, who at the time was thought to be the most evil creature in the universe, by some religious people. However, when describing the dark London night, the quote: all lighted up as if for a procession and all as empty as a church demonstrates conflicting ideas between science and religion. Stevenson is trying to bring one aspect of duality in Victorian society to a halt, by combining science, with relation to the street lamps, and religion with relation to the church. What is more the church is described as empty, ergo insinuating that science is constantly becoming more and more a part of Victorian society, gradually stripping religion of its influence. Stevenson utilises two different settings in which he presents the two main characters, Dr Jekyll and Mr Hyde, and this explores the conflicting backgrounds and personalities of the two men. In the instance that Mr Utterson is taken to the residence of Hyde in Soho, he enters his room and Stevenson delineates the room as being, furnished with luxury and good taste. This is a huge duality, as it would seem strange that Mr Hyde, having been characterized as such an evil looking, ugly man could have such a clean and well furnished room. Yet another quote, the closet filled with wine would indicate that Mr Hyde is a rich, thriving man and thus should be of a high status within Victorian society. What is more, we are enlightened that Mr Hyde has a: picture hung on the walls, a gift from Henry Jekyll, who was much of a connoisseur. This portrayal of the wall hanging and of the entire flat seems to give us more of a concept with regards to the type of accommodation that Dr Jekyll would live in, because of his status as a high class man. However, it is apparent Mr Hyde is living in the flat, due to the, dingy windowless structure and, distasteful sense of strangeness that Stevenson goes on to describe. Duality of the flat is found in the sense that in one judgement, the flat is elaborately and intricately decorated, but in another, it is dingy and distasteful. Dr Lanyon is a scientist, much like Dr Jekyll; however, although the two men share the same profession, they do not share the same ideas or moral values. Lanyon may be a scientist, yet he is still a very strong and motivated religious believer, and he tries to distance himself from Jekyll because of what seems to be his [Jekyll] lack of morals with regards to human life, my colleague [Dr Jekyll] was insane. Through Lanyon and Jekyll, Stevenson is able to convey the antithesis of science conflicting with religion, and how just as before, Lanyon and Jekyll should live together as friends and in peace, as potentially science and religion can. Throughout the book, references are made as to the duality between reality and appearance. Mr Utterson, a key featuring character in the book is given a detailed description in chapter one. He is described as, cold, scanty and embarrassed and he is referred to as, dreary which suggests that he is an extremely dull and irksome man who will play no major role in the book, due to the fact that he is so terribly tedious. Despite this, he is later referred to as, loveable and it is said that, something eminently human beaconed from his eye thus suggesting that he is a man who likes to keep to himself, but underlying emotions and feelings may expose the real person within, hence connoting duality between his human side, and his dreary, uncaring side. It is said in the Bible that, the eyes are the window to the soul consequently the fact that we are told something human is emerging from his eye suggests that he is not soulless and boring as suggested, there is an antithesis between his cold and harsh exterior, and his softer, more forgiving inside. Stevenson uses Utterson to convey a didactic message that Victorian society is too concerned with appearance, and too little attention is paid to reality. Additionally, there is a certain duality between the character associated with Mr Utterson, and his personality in reality. In the book it is stated that he: enjoyed the theatre but had not crossed the doors of one for twenty years. Over time, he has been able to work upon and build his image as a true, upper class gentleman. This can be regarded much like a poet spends an age perfecting a sonnet, and as part of this image, he must obey the rule that the theatre is the place of the common people, and not for someone of the stature of himself. Utterson was a, nut to crack intimating that he was really just a man who wanted to enjoy life hiding behind a shell of lies, yet out of fear for his reputation and status, this spirit of free will must be locked away. Throughout the short book, Stevenson has used more than one narrator to tell the story of Dr Jekyll and Mr Hyde. The book had effectively been written by society and it is highly reflective of Victorian life. Dr Lanyon narrates some of the book, along with Dr Jekyll narrating through his letter. This is extremely effective as it can tell the story in two parts, thus emphasising the split in Victorian society between the East and West end, and the lower and upper class. In conclusion, throughout the book, Stevenson has epitomised his ideas on the issues haunting an unstable Victorian society, and most definitely, the sentiment of allocation within this society due to the importance and lust for money is one that Stevenson strongly disagrees with, thus allowing him to passionately convey his didactic message to eliminate this divide. Furthermore, Stevenson is sickened by the paradox in which those as evil and immoral as Mr Hyde can live a luxurious lifestyle and do what they want when they want, regardless of the horrific deeds and actions which he has perpetrated. The dedication to Katharine De Mattos in a way conveys all of the didactic messages that Stevenson is attempting to display within the book: its ill to loose the bands that God decreed to bind suggests that what God has created should be cherished and ordered as he decides, and that science does not have the right to change what God has laid out. Furthermore, and finally, away from home intimates that we are far away from heaven, and our sins will drive us away from God. The word wind connotes a force of change, and a well know phrase can be likened to thi part of Stevensons dedication: one day the wind will change and your face will stay like that Although used as a modern day and light-hearted threat from a mother or father to their child, this is relevant to the book as potentially Dr Lanyon could uptake the father figure, whilst Henry Jekyll can appear as the child. Much as Dr Jekyll changed into Mr Hyde, we too can change from a faithful person with a well led life, to an arrogant and selfish person who had little if any moral values.

The New Oil: Castrol

The New Oil: Castrol Castrol was originally an oil company set up by Charles Cheers in the year 1899. Within 10-years, he managed to develop a new lubricant named The new oil Castrol which significantly benefits the transportation industry in the twentieth century (Castrol, 2011). The internationalized of Castrol of as a motor oil lubricant brand began in 1966 when Burmah Oil bought over to it become renamed Burmah Castrol, (BP , 2012) and their success in Thailand encouraged them to venture Vietnam in 1991 through a joint venture Saigon Petro (Dodd, 2005) which had a large motorcycle population. They were also the very first foreign lubricant joint-venture operating in Vietnam (NA, 2001). Later in 2000, British Petroleum (BP) acquired Burmah Castrol merging all operations with BP. However, BP still continued to retain Castrols identity as the company had long established brand reputation as a premiere motor oil lubricant. As an international business, Castrol, like any other international firm, were faced with key issues surrounding both formal and informal framework, and they tackled these issues by adopting, adapting and diffusing institutional elements in their strategies to succeed in the Vietnamese market. Vietnam: Key Issues for Castrol Cultural Environment Hostedes Cultural Dimensions (1980) shows the Vietnameses culture (Asia-Pacific) and Castrols native cultures (Anglo-American) are on opposing ends, which means that in order to succeed in Vietnam Castrol had to overcome these cultural barriers. Vietnam is heavily influenced by the Confucian values and ideals, beliefs in a high hierarchal structure, which means they have high power distance, are collective decision making and focus on the relationship element rather than a business transaction (Dong, Liem, Grossman, 2010). Face saving is a core concept practiced, as such maintaining relational harmony is more important than integrating and domination confrontations, which are deemed inappropriate (Oetzel Ting-Toomey, 2000). The Vietnamese tradition strongly emphasizes trust, which can be only obtained through earning peoples respect and affection (Dana Dana, 1999), in other words established through relationships. The relationship emphasis is clearly illustrated in dealing with the government bureaucratic system in which a request can have a long turnaround time and to expedite, an international manager would have to have a strong local network which helps reduce the governments uncertainty about your intentions (Smith Pham, 1996). Relationship also value is vital for Vietnamese manufacturers and distributors as it can enhance product quality, information, and smoother delivery processes (Nguyen Nguyen, 2011). In addition, the ability to grasp language could somehow ease communications as language influences peoples view of the world (Sapir-Whorf Hypothesis, as cited by Kay, P Kempton 1984). And because linguistically, Vietnam largely differs from Castrols native home, Britain, as such; Castrol had to overcome the language barriers in their business negotiations with Vietnamese who prefer to have an interpreter even though if the Vietnamese can converse in the foreign language that was used (Bouchart Swierczek, 1994). Halls (1976) polychornic and monochornic concept of time is another significant difference between Castrols home practice and traditionally Vietnamese who see time more seasonal rather than by the clock (Smith Pham, 1996). This perception of time may be changing in todays environment, but Vietnamese can take longer to weigh decisions (Smith Pham, 1996), and because they are collective and have high power distance, it is customary for them to get consent from their superiors beforehand. While, Vietnam was once colonized by the French and Americans, Vietnams socio-cultural orientation substantially varies from their colonizers. Clearly, cultural differences can pose the underlying cause conflict. After all, culture is the collective programming of the mind, which distinguishes one human group (Asia) from another (US), (Hofstede, 1980, as cited by Beaman, 2008) and Castrol had to take these variations into account from the very beginning of market entry in to Vietnam. Ethical standard There is no clear definition of ethics, as the great divide between universalism and relativism explains. Universalists believe that ethical moral standards are universally the same throughout with no regards to culture and moving time; whereas relativists argue that perceptions of right and wrong differ from culture and individuals and tend to evolve with time (Bigambo, 2011). As such, in favor of the relativism approach, the ethical and moral perceptions are perceived differently, in regards of corruption. According to the Corruption Perception Index (CPI) assessment, pre National Strategy for Preventing and Combating Corruption toward 2020 introduction, World Banks Worldwide Governance Indicators rank Vietnam CPI level at 22.9 in 2004 and post the policy, in 2010, the country ranked 33 (Martini, 2012). Castrol had entered Vietnam pre-government policy, as such the Company had to ensure they adhered to policies at all times, to perhaps like Intel who actively cooperated with the government to combat corruption and improper business conduct (Deresky, 2011) Because Castrol had entered the country before establishment of formalized policies, the Company was forced to successfully adopt and adapt to Vietnams standards at the time, while still trying to hold on to its own corporate culture. As such, beyond the reasons of initial foreign direct investment (FDI) required a local state owned company (Schaumburg-MÃ ¼ller, 2002) it was only rationale for Castrol to enter Vietnam with joint-venture with a local player, Saigon Petro in 1991. Political Environment As a result of the fall of the Soviet, Vietnam was forced to undergo an economic reform in the 1980s (Speece, Quang, Huong, 2003). In 1986, the Economic Reform Policy, Doi Moi, removed trading barriers including liberalization of the domestic market and encouraged foreign investments and foreign privatizations of firms (Nguyen Bryant, 2004), an open economy. Through Doi Moi, the country gradually progressed from a command- economy toward a market economy (Van Arkadie and Mallon, 2003), through tax incentives to foreign firms. However; this increased, competition within the nation; hence, Castrol had to up their game to succeed in the country. In many aspects, like China and Laos, the Vietnamese government is communist in only name sense, as they tend to be more inclined toward market-based economic reform practices. Vietnam; however, remain as totalitarian state that deny many basic civil liberties to the people (Hill, 2007). Meaning, the government remains communism, but in reality, the market is similar to capitalism. Only, key industries such as water, electricity communication, logistics (road system, ports, and aviation), are owned by the government. In general, the communist political ideology governs every aspect of the country by holding key industries while maintaining its market-based economy. The country also introduced a new state constitution in 1992 that introduced a more formalized legal system and increased economic freedom (Costello, Nash, Kavanagh, Smyth, Boyce, 2010).The government also offered more tax incentives to attract more foreign oil companies. Castrol benefited from these practices as they took advantage of the first-mover as they entered the Vietnam market in 1991, after seeing great success in Thailand and they also benefitted from local insight with their partnership with Saigon Petro. Competition Castrol entered Vietnam prior to the establishment of the Competition Law, in which there were no formalized practices to regulate domestic competition (Freshfields Bruckhaus Deringer, 2005). In this sense, Castrol could be vulnerable to being dominated by stronger players and fair trade was unheard of. As the country moved toward a market-oriented economy, the Vietnam Law on Competition 2005 established fairground for all types of enterprises and offered legal protection for fair competition (Harvie, 2001), leaving types and pricing to be determined by the market. The law controlled any potential market monopolies and offered a leveled playing field for market access and fair competition as it encourages consumer choices (Le, 2003); hence; giving Castrols competitors such as Shell, Caltex and Vietlube a better chance to succeed. While Castrol has the first-moved advantage as an already a well-established brand, with Vietnams formalized policies and the country joining the World Trade Organization (WTO) in 2007, to sustain its success, Castrol would have seek ways to reposition itself and use its premium quality against the growing price sensitive and quality conscious Vietnamese consumer behavior. Vietnam: Castrol Succeeds It can be inferred that Castrols success is related to their strategic market entry in Vietnam along with their ability to systematically create marketing mix that customized an advertising and branding, distribution, pricing strategy to fit in the Vietnamese economic landscape. Market Entry Castrols rationale for entering Vietnam was clearly for the purpose of market seeking and strategic asset seeking to which they intended to capitalize on Vietnams Doi Moi policies rather than lose out to their competitors. One of the key advantages Castrol had above everyone else was its first mover advantage in Vietnam and how the company had taken advantage of Dunnings OLI framework (1980). The OLI framework provides great insight on factors that affect a companys ability to enter a foreign market. In Castrols case, the company benefitted largely from ownership and location advantage, through which the company leveraged on its firm specific advantage in lubricant oil knowledge and exploited Vietnams already established motorcycle market. To reduce transaction costs relating cost of negotiating, contract enforcement while gaining a strong foothold in the domestic market it is likely the reason Castrol chose to partner Saigon Petro, illustrated by in Burmahs profits in 1996, to which more than 20 percent of its profits came from India and Vietnam, even in an era where car ownership was growing (Stevenson, 1996). The Company internalized its distribution through establishing its own transportation channels to reach its distribution points (NA, 1998). While this is a costlier route, this help Castrol closely monitor and manage its distribution. Marketing Mix Globally, Castrol offers its consumers one homogenous product lubricant oil. However, the Company varies its product strategy to reach its market segment, motorists who want quality lubricants for long-lasting care of their motorcycles. Coming off their success in Thailand, Castrol wished to establish brand loyalty in Vietnams motorcycle segment in hopes, the loyalty will continue on upon upgrading to a car. The Company reinforced the fundamental need for a reliable mode of transport motorcycle, as Castrols Asia Director, Ian Pringle states the Company focused on turning near haves into have somes (NA, 2010). Being a premium lubricant, Castrols prices was significantly higher than most, and the Company adopted that same strategy in Vietnam, three times the cost of cheaper oil imports from Taiwan and Thailand, while aiming to maintain its strong brand image of superior quality, Dau nhot tot nhat. In terms of promotion, Castrol supported its premium pricing strategy by utilizing the push communications strategy in traditional media such as billboards, bumper stickers and roadside garages and motorcycle cleaning shops signs to establish initial consumer awareness. And as Castrols position in Vietnam strengthened, the company leveraged on its global marketing campaign, which featured David Beckham. On reason for this is perhaps the Vietnamese are the second biggest football fan-following in the Asian region (NA, 2010), and in 2008, Castrol also went on to sponsor the UEFAs European Championships in Vietnam in hopes to drive revenues through brand recognition and recall in Asia (NA, 2008). Vietnam was a strategic decision on Castrols part as not only did the country closely resemble its neighboring Thailand in terms of motorcyclist population, it was a less risky decision for Castrol, as similar successful strategies could easily and inexpensively be exported to Vietnam. In terms of distribution, given Vietnams political divide, Castrols distribution strategy focused on two distinct distributors- stated owned customers, primarily Communist in practices and private customers. While this was costly, this method gave Castrol more control in terms of managing their distributors in terms of corporate practices reduce the risk of illegal practices or other such brand tarnishing practices (NA, 1998), though in the long term Castrol should consider more viable inexpensive measures. Opportunities and Challenges SWOT Matrix As first movers, Castrols strength lays in their success in developing a solid brand strategy that effectively captured a large market share. Today, the Company offers lubricants for the purpose of motorcycles, cars, commercial vehicles, industrial and even professional car repairs. In looking at Vietnam as a fast growing economy, the country is taking major measures to liberalize trade, through which can be seen by the countrys admission to WTO and even trade agreements such as Association of Southeast Asian Nations (ASEAN) Free Trade Area (AFTA) and U.S.- Vietnam Bilateral Trade Agreement (BTA). Clearly, Vietnam is on its way toward a more transparent, less corrupted in its practices, which will largely benefit foreign companies like Castrol in their dealings in the country. The setback would be these liberalization practices will eventually increase competition for Castrol as Vietnam becomes a more attractive FDI destination. In terms of weakness, Castrols pricing strategy could be seen as a weakness as Vietnams urban market becomes more price- sensitive toward consumer goods (Speece Nguyen, 2005). Furthermore, Vietnams lack of domestic infrastructure capacity as well as enforced regulations (Pham, 1998), forces Castrol to internalize its distribution strategy, which is less risky; however, the line cost may be transferred to the end customer. In 2000, BP had acquired Burmah Castrol, and this in turn gives Castrol the ability to leverage on its parent companys core competencies from oil and gas production to distribution and supply chain management. Furthermore, the establishment of two refineries provide local source for petro products as well as increase interaction between the northern and southern Vietnam. Despite being a first-mover, Castrol may have already established its competitive edge; however, with the introduction of more structured open-market policies and trade agreements, Castrol will be faced with competition such as Shell and ExxonMobil. While, the country rapidly increased with an average 5.9% GDP growth in 2011, the inflation rate based on consumer prices was extremely high at 18.7% versus Chinas 9.2% GDP growth and 5.5% inflation rate (CIA, 2012). And in recent times, Vietnam has incurred international debt as high as USD12billion which could result in the collapse of the countrys banking system (Nyuen, 2012), and create a ripple effect for Castrol who already operate in the country and region. Recommendations As a dominant player, Castrol has an ample of opportunities to exploit and continue being a leader in Vietnam. Castrol could seek growth through expanding its current offerings in the automobile industry and relying on the existing Vietnam market. Castrol can seek to broaden its product base beyond offering light and heavy automotive lubricants and so forth by offering automobile batteries. While diversification could pose a threat to economies of scales and even increase marketing costs of the new product, by introducing a complimentary and complementary product, Castrol would not face such an issue. Castrol could also extend their strategic global partnership with leading automobile manufacturers such as Honda in Vietnam as they had in the United Kingdom (Castrol, UK and Ireland, 2012). By doing so, the automobile manufacturer can benefit from the tangible value of the ingredient brand which in this case is Castrol to enhance the customer experience. Similarly, Castrol can build a more efficient distribution network by collaborating with partners to share distribution channels and establish value chains as they had intended to with local tire manufacturer, Casumina and local battery manufacturer Pinaco (Phi, 2011). However, a much rationale route would be to leverage off parent company BPs resources including financial, logistics and research and development (RD). Castrol could also choose to adopt its loyalty program from Malaysia as regional strategy in Vietnam, by rewarding returning customers (Castrol, Malaysia 2012). With the establishment of the Ministry of Environment and Natural Resources (MONRE) in 2002, the country has intensified its environmental practices. In 2007, Environmental Protection Agency (EPA) worked with MONRE to train southern, central and northern Vietnam environmental inspectors (EPA, 2012). In being a responsible corporate citizen, Castrol should adhere not only to Law on Environmental Protection; the Company should also consider measures to create a sustainable environment. For example, Castrol could offer consumers incentives to return their bottled packaging to distributors rather than self-disposing or offer refill-packaging options at a cheaper rate than purchasing the entire bottled package. Conclusion Even though globalization does reduce barriers, its not always as simple as Friedmans (2005) flat world as illustrated by Castrol in Vietnam. While, globalization may standardize selected practices such as consumer product needs; however, in going deeper, motivators tend to differ. In Castrols case, the variation of Vietnams norms both formal and informal from its home country resulted in the Company customizing practices to fit the national culture, and proactively streamlining processes and operations to sustainably grow within its host country.

Effects of Vegetation on Freshwater Shrimp

Effects of Vegetation on Freshwater Shrimp The aim of this experiment was to discover whether the presence of vegetation affected the abundance of the species of freshwater shrimp Gammarus pulex. To do this an experiment was carried out involving samples taken from a variety of vegetated and non-vegetated areas. The abundance of the species in each environment was measured and compared and found to be statistically significant. Freshwater shrimp do prefer vegetated areas over non-vegetated areas due to either; increased availability of detritus, increased oxygen content or additional protection from predators. Introduction: Gammarus pulex: (freshwater shrimp) are Crustaceans that are members of the Amphipoda order. Their bodies are curved into a C shape and they average approximately 20mm in length. As seen in figure 1, Gammarus pulex have 7 pairs of legs, two of which perform a grasping function similar to humans hands whilst the other 5 are adapted to swimming. The species gills are provided with oxygen by the vibrations of their legs and the 3 pairs of structures seen on the abdomen, the gills are located on the inside of the back five legs. Gammarus pulex have a high oxygen requirements and as a result are typically found in faster flowing, oxygen rich water. They are hatched from eggs and emerge fully developed and ready to reproduce. This results in a fast rate of reproduction. The offsprings sex is determined by the temperature of the water. These shrimps mate whilst the male carries the female on its back, this will occur several times per year. Gammarus pulex Have no natural defence mechanism o ther than their camouflage and as a result they are primarily active during low sunlight periods and under shelter. As a result of Gammarus pulexs lack of a defence mechanism they are typically found under and within the aquatic fauna and rocks within rivers. Gammarus pulex are primary consumers that typically consume detritus, i.e. they consume dead and decaying matter in order to provide energy for themselves. Gammarus pulex main predators are fish which that rely on them as one of their primary sources of food, fish commonly found to consume these shrimp include: Trout, Bullheads and Salmon. Rationale: Gammarus pulex can be used as an indicator species due to their affinity for highly oxygenated water. They (Gammarus Pulex) are intolerant of polluted waters or reduced dissolved oxygen concentrations, and can therefore be used as an indicator species for water quality. A decrease in the oxygen content of an ecosystem can have serious adverse effects on the other species within the ecosystem and is one of the most common causes of Fish Kills as a result it is a variable regularly monitored by fishing agencies Due to increasing awareness of the impact humans are having on their environment and the ecosystems that we interact with, biological indicator species will become increasingly important in the identification of suitable habitats for species to be introduced to. In addition to Gammarus pulex acting as an indicator species, they also require highly oxygenated water to survive and reproduce. A lack of oxygen within the water could potentially lead to anaerobic conditions within the water. Due the fact that they require oxygen for respiration (Aerobic) this would reduce the population of the shrimp within an area. This would have a knock on effect on the secondary and tertiary consumers within the food chain that also rely on Gammarus pulex as their primary food source such as trout and salmon. As a result, the abundance of the species is of key ecological importance within these ecosystems and steps should be taken to ensure high oxygen content of the water and adequate foliage and vegetation for the species to thrive within its niche. These goals can be achieved relatively easily through the planting of vegetation for cover. This would also provide raised oxygen levels due to the respiration of the plant life to produce oxygen as a by-product . In a study by H.H Costa on investigating the affect of low concentrations of oxygen on the number of reactions per minute in Gammarus pulex, strong correlations were made between the concentration of oxygen within the water and the number of reactions taking place per minute. Low levels of oxygen would lead to decreased metabolic activity, resulting in slower growth and reproduction. As a primary consumer this would have a detrimental effect on the rest of the ecosystem as a lower population of the species would result in food being a limiting factor for fish that relied on the species as a source of food. This could also lead to the gradual decline of other primary and secondary consumers as they are used as a source of energy by the tertiary consumers to sustain themselves. Aims: The aim of the experiment was to determine whether the presence of vegetation within the water at Nettlecombe church pool would have a significant impact on the abundance of Gammarus pulex measured within an area and whether any changes in abundance could be attributed to the independent variable (presence of vegetation) by controlling or measuring the other abiotic factors within the ecosystem. Null hypothesis: Statistically, there will be no significant correlation between the abundance of freshwater shrimp and the presence of vegetation within the stream. Alternate hypothesis: Statistically, there will be significant correlation between the abundance of freshwater shrimp and the presence of vegetation within the stream. Prediction Gammarus pulex will likely show a significantly higher presence in the vegetated areas of the stream due to several key biological factors: Defense: Due to the lack of any inherent defense mechanisms, the species relies on its camouflage as its sole mechanism for defense. Naturally, high amounts of vegetation present in an area provide an aid to the protection of the freshwater shrimp from its predators and allow a greater chance of the survival of the species. Oxygen content: The oxygen within water is derived primarily from submerged plants present within the water. As these plants photosynthesize, Oxygen is released as a byproduct and dissolves into the surrounding water. This increased oxygen content would attract freshwater shrimp to an area, as they are reliant on the surrounding water for the oxygen that is necessary for them to respire aerobically. Detritus: Organic material such as decaying plant material is the primary food source of Gammarus pulex as detritivores. If vegetation is present in an area an increased amount of detritus will also be present due to the death and decay of the submerged plants. This provides an ideal food source for the Gammurus pulex and increases the chances of survival and reproduction. As a result you would expect to see an increase in the abundance of the species in areas with vegetation. Independent variable The independent variable within the experiment was the presence of a significant (+10cm) amount of vegetation submerged within the water and the lack of +10cm of vegetation present. This was varied by locating two areas, one with +10cm of submerged vegetation and another without. Dependent variable The dependent variable within the experiment was the relative abundance of the species within the two separate areas per sample. This was measured through obtaining a sample and counting the number of Gammarus pulex present per sample. Control variables Several abiotic variables were controlled within the experiment to ensure that any changes in the abundance of the freshwater shrimps could be assigned to the changing in the independent variable. In the cases in which an extraneous variable could not be controlled without compromising the integrity of the experiment, the variable was measured and any anomalous readings recorded could possibly be assigned to that abiotic factor. PH: The acidity (concentration of hydrogen ions) within the water was measured by obtaining a sample in the two areas and measuring the sample through the addition of universal indicator. The PH of the water was measured as Gammarus pulex have an aversion to water with more extreme Phs. In Responses of Gammarus pulex to modified environment II. Reactions to abnormal Hydrogen ion concentrations H.H Costa states that at the PH values of 9.6. These negative reactions can be explained through the inability of the shrimps enzymes to function at these extreme PHs. Temperature: Temperature was measured in degrees centigrade through the use of a digital thermometer that was placed in each sample, allowed to stabilize and a reading was taken. Temperature was controlled due to the reaction of Gammarus pulexs offspring to temperature, at lower temperatures, offspring within eggs will hatch as male, whilst above this they will hatch as female. This would lead to one sex becoming dominant at extremely hot or cold temperatures, which would result in a reduced abundance as the difficulty of locating a mate increased. Light: The amount of light in each sample was recorded through the use of a lux meter as close to the water as possible. This variable was measured in lux and was measured as it is likely the shrimp will be more abundant in darker areas due to the increased effectiveness of their camouflage in these areas and increased protection this offers. Depth: The depth of each location was measured through the insertion of a ruler to measure the depth of each location. The ruler was placed on the surface of the sediment to stop it being pushed too far into the soft sediment and producing an inaccurate reading. Areas were chosen as close to 10cm deep as possible to rule out the depth of the water having any significant impact on the results produced. Pilot study: Introduction: Before carrying out the main study, a pilot study was used to determine the final procedure and method of the study. This pilot study was used to identify the best sampling technique to use to collect a sufficient number of shrimps per sample. This technique had to be efficient enough to collect enough data for a statistical significance to be shown and collect the maximum number of shrimp within an area to ensure that the true abundance of the species was actually being measured. In addition, the method used to collect the shrimp had to be standardized, so that the identical technique could be carried out in different areas to ensure the reliability of the technique. This meant the same technique could be carried out again to produce as similar results as possible. In addition, the best local spot to produce enough shrimp to state a significant difference had to be located. This pilot study was used to locate the areas that would be sampled in the main experiment by locating the areas with enough vegetation to have an impact on the dependent variable. This meant looking for areas with high levels of submerged vegetation within several different rivers until enough within as Single River was found. This was to make the control of extraneous variables easier as the variation in the variables would be far larger in separate bodies of water. Within the pilot study, I also had to assess the extraneous variables that would have to be measured in my final study to prevent them interfering with the data produced. During the pilot study, I identified that the amount of light in an area seemed to be having an effect on the abundance of the species within that area. This was potentially reducing the validity of the experiment. This was because any results produced were no longer necessarily down to just the independent (presence of vegetation) variable. As a result, I included the use of a light meter in the final experiment to control and limit the impact on the data produced. Along with deciding the variables to be measured, I also had to finalize the equipment used to measure the variable in a standardized manner. The pilot study was also used to identify any potential risks or hazards within the area. Once these were identified, appropriate controls could be taken to reduce or nullify the risks from these sources. Equipment list: A 15cmx10cm Scoop net A 1 meter long ruler A digital thermometer A square 1025 cm tray that was not filled with pond water A digital stopwatch Freshwater identification sheet Pipette Method: Whilst 3 rivers were found in close proximity, only one, the church stream, contained an appropriate number of vegetated areas to non-vegetated areas close enough to carry out the experiment expediently. In addition the proximity of the locations reduced any extraneous variables that were acting on the study. Thus the church stream was used for the final experiment. 2 methods of sampling with the net were carried out, the figure of eight sample (A)and the Kick sample'(B) A) This involved locating an area to sample and standing still whilst moving the net in a figure of eight through the water. This was timed for 10 seconds and 20 seconds .This method did not disturb the sediment of the area. B) The kick sample involved placing the net downstream of the area to be sampled and kicking up the sediment into the net without moving the net. This was timed for both 10 seconds and 20 seconds using the stopwatch. After collecting each sample the contents of the net was upturned and placed into the empty tray. The tray was then filled with water from the stream. Using the identification sheet, I timed for 1 minute on the stopwatch and counted all of the Gammarus pulex present in the tray within the time. Using a pipette to move them to a separate bucket once counted A variety of sampling techniques for the control variables were then carried out in the area. The ruler was used to measure depth at a variety of locations. This provided practice at accurately measuring the depth of the water without disturbing the sediment on the bed of the stream. The digital thermometer was then placed in the water, however not placed at the bed of the stream. Risk assessment: Before carrying out the pilot and main study, a risk assessment of the risks that could pose a threat to me or those in the surrounding areas was carried out. Through this I identified the hazard (negative effect 1-10) and the risk factor (chance of the hazard actually occurring 1-10) to control this I also decided on sensible controls to minimize the chance of the hazard occurring or minimize the severity of the hazard. The risk rating was calculated by multiplying the chance of the hazard occurring with the severity of the hazard (1-100). Hazard Severity of the Hazard Chance of occurring Risk rating Control Slipping and falling. 2 6 12 Ensure the muddy parts of the bank are noted and avoided. Wear appropriate footwear to avoid tripping/slipping. Drowning in unexpected deep water. 10 1 10 Ensure all personal can swim. Identify any deep areas before beginning. Contamination from any water/aquatic life. 8 3 24 Wash hands before and after touching the water. Do not handle the aquatic life, use a pipette instead Tripping with net/ruler. 4 4 16 Wear appropriate footwear, I.e. hiking boots Discussion of results: The number of shrimp produced by using method B for 20 seconds produced the largest total number of shrimp in both vegetated areas and non-vegetated areas. In comparison, method A produced the fewest number of shrimp in both vegetated areas and non-vegetated areas. The temperatures produced seemed to be pretty constant throughout the pilot study however the two 9.8 readings were likely caused by the thermometer not being pressed to the sediment properly, reducing the reliability of those readings. The preliminary findings reflected that more shrimp were indeed found in the vegetated areas in comparison to the non-vegetated. Evaluation of pilot study: Through the use of the pilot study I was able to identify the main problems with the study and remedy them for the final study: The measuring of the temperature using the thermometer was standardized by pressing the thermometer to the bed of the stream on each measurement. The sample I chose to use was the 20 seconds kick sample This method of sampling was far superior to the figure of eight sample. This was likely to the freshwater shrimp inhabiting the upper layer of the sediment; the kick sample dislodged them into the net whereas the figure of eight did not disrupt the sediment at all resulting in only the swimming shrimp being picked up. As a result, only the number of shrimp swimming in a sampled area was being measured not the total number of shrimp in the area. I chose to use the 20 second sample as, although it was less expedient than the 10 second sample, it did provide more species and reduced the chance of anomalies cropping up through not all of the shrimp being collected. Whilst measuring the depth in step 8, I noticed that the vegetated areas where normally darker than the non- vegetated areas. To counteract this variable, I decided to control it in the main experiment by measuring the light using a lux meter. This was to ensure that the results were down to the vegetation present. During step 1 and the selection of the location of the samples, I realized that I hadnt set any specification on what classed as enough vegetation to qualify as a vegetated area. After discussing this with my tutor I decided to use 10cm measurements of submerged vegetation qualify an area as vegetated. In addition, I used areas without any vegetation for the final experiment. Whilst collecting the samples in step 4 I realized that I was disturbing the ecology further downstream on further kick samples. This was an unfortunate side effect of using the kick sample from the top of the stream down. As a result, I decided to reverse the direction for the final experiment and take the values from downstream before taking those upstream. This stopped earlier experiments influencing later ones. Main Experiment: My final experiment took into account the findings from the pilot study and used these to modify the final experiment to produce the best results I could. The changes listed above were introduced to tailor the results of the experiment into a form I could use to compare the effect of the independent variable. Intro: My final experiment consisted of 10 samples of each vegetated and non-vegetated areas being taken, with the variables light, depth, temperature, PH and number of shrimp present being measured. The revised aim of the final experiment was to measure whether the presence of vegetation affected the abundance of Gammarus pulex present and whether this difference was statistically significant. To do this I carried out a stratified sampling technique to locate areas to work in, I,e areas with +10 cm of submerged vegetation. I then used a systematic sampling technique to collect the data as I timed how many of the species I could count from a sample in 1 minute. Equipment list: A 15cmx10cm Scoop net A 1 meter long ruler A digital thermometer A square 1025 cm tray that was pre-filled with pond water A digital stopwatch Freshwater identification sheet Pipette 1 Lux meter 1 bottle of universal indicator, with a beaker to collect a sample of water A small bucket to place counted shrimp in Writing equipment and paper to record results Pipette to collect the shrimp with Method: 10 vegetated areas were first located. This involved measuring the total submerged vegetation present and ensuring it was over 10cm long. The non-vegetated areas were then located, these were areas within as close proximity to the vegetated areas as possible but without any vegetation present. Starting from downstream and moving upstream, the kick sample was performed in the first vegetated area. This involved placing the net downstream from the sampling area and kicking the sediment for 20 seconds into the net. This was timed with the stopwatch. The sample in the net was upturned into the tray. The Gammarus pulex were identified using the species identification sheet and removed from the tray and placed in the bucket using a pipette. The total number of shrimp counted in 1 minute was recorded. The contents of the tray and bucket were emptied back into the water. The depth of the sampling area was then measured using the ruler and placing it on the stream bed. The lowest value of the water rising up the ruler was measured as the depth. The thermometer was then placed lightly on the stream bed, this was left to stabilize for 10 seconds and the value was recorded The lux meter was then placed as close to the water as possible and held still. After 10 seconds the value was taken. This method was repeated for the non-vegetated areas. This procedure was carried out at all of the 10 areas. Table of results for main experiment Calculations of the means for Vegetated data: Mean PH: (7.5 x 10)/10 = 7.5 Mean temperature C: (9.8 x 2 + 9.9 x 8)/10 = 9.88 Mean Lux reading (Lux) : (240+234+194+30+13+109+603+719+560+335)/10 = 303.7 Average depth (cm) : (10.0+9.5+5.0+4.0+4.0+5.0+5.2+8.2+12.8+13.2) /10 = 7.69 Mean Shrimp (Arbitary units) : 341/10 = 34.1 Calculations of the means for Non-Vegetated data : Mean PH: (7.5 x 10)/10 = 7.5 Mean temperature C: (9.8 x 1 + 9.9 x 9)/10 = 9.89 Mean Lux reading (Lux) : (846+645+300+71+24+123+441+739+506+389)/10 = 408.4 Average depth (cm) : (12+11.5+10.5+12+8+10.5+12.4+14.5+12.4+13.3) /10 = 11.71 Mean Shrimp (Arbitary units) : 56/10 = 5.6 Anomalies: Both of the values highlighted in red, are examples of possible anomalous data that could have been caused by procedural errors. 6 is far below the average shrimp reading of 34.1, this could have been caused by the high light reading on this particular reading, reducing the shrimps camouflage and therefore their safety in this area. The value of 17 was far ahead of the mean value of 5.6 and could have been caused through the procedural error of the pipette not sucking the shrimp up and them being counted twice. These samples also could have had the random error of large amounts of sediment resulting in some shrimps not being counted or others being counted twice. The clear variation in the number of Gammarus pulex sampled in the two areas would indicate that the vegetation did have an effect on the abundance of the population. Likely due to the increased defense offered by these areas and also how much easier it would be to obtain decomposing plant matter (Detritus) as a food source. The largest value for a vegetated shrimp was 79, with the lowest being 6. This is in comparison to the highest value for non-vegetated areas being 17, with the lowest being 2. The similarities between the abiotic factors, primarily temperature and P.H also increase the validity of the results produced. We can be sure that the results are actually as a result of the presence of the vegetation. It should be noted that none of the samples contained no freshwater shrimp, leading to the assumption that the water likely has a high oxygen content and has few pollutants. This is backed up by the location of Nettlecombe, a relatively rural area with few large roads runnin g nearby. Statistics: Within this study I decided to use the Mann Whitney U test to ascertain whether the difference between the two values was enough to reject the null hypothesis and convey a significant difference between the two sets of data. Null Hypothesis: There will be no significant statistical difference between the data drawn from vegetated samples and non-vegetated samples in the Nettlecombe church stream on the 14/10/12 The lowest U value calculated was 6, The critical value at 0.1 is 16 meaning that the Null Hypothesis can be rejected at the 0.1 significance level This allows us to accept the alternate hypothesis, and although there were small overlaps in the data, the difference between the two sets of data values is significant. Evaluation: Throughout the experiment, every effort was made to control or measure extraneous variables that could have an effect on the results of the experiment. As a result, the validity of the experiment is quite high; the values for all the abiotic variables were measured and have similar values for both the Vegetated areas and the non-vegetated areas. As a result we can make the assumption that any changes in the dependent variable, were in fact down to the independent variable. The pilot study was carried out to aid in the identification of any confounding variables, risks or extraneous variables that could potentially impact on the validity of the results produced and as a result of the pilot study, controls were put in place to counteract these variables. In addition, due to the standardized methodology carried out within both the pilot experiment and the final experiment, the method could be repeated under similar conditions to produce similar results. Resulting in a high reliability of the data. As the Mann Whitney U test allowed us to reject the null hypothesis at the 0.01% significance level, we must assume that the results produced show a significant change between the two environments. Although the results proved to be statistically significant, several procedural errors should be considered. Even with a 20 second kick sample, not all of the shrimp in a certain area could be collected as the shrimp likely inhabit different layers of the sediment. The speed at which the shrimp were counted at could also vary considerably based on the amount of sediment present in a sample, in a sample with high amounts of sediment, it would take longer to count and remove all of the shrimp within a minute than it would be in a clear sample. To counteract this, a stratified sample could be put in place; all of the shrimp from a sample could be counted rather than just counting for one minute. Systematic errors within parts of the equipment could result in repeatedly wrong measurements, e.g the Lux meter may not be calibrated properly and give readings that are continually 50 higher than they should be. Percentage error can also become a problem and whilst small, can be noticeable when accounted for in multiple datasets e.g. 0.01/500 x100 = 0.002 % percentage error There are also several ethical considerations to take into account when using live organisms within experiments. For instance the ecosystem is being massively disrupted through the use of a kick sample. All of the layers of sediment are being removed and many organisms are being collected in a sample that didnt have to be. A more specific and less environmentally invasive procedure could instead be carried out using the figure of eight sampling method so as not to disturb the stream bed ecosystem as much. Conclusion From the data and evidence provided above, a reliable argument can be put forward that the species Gammarus pulex does favor vegetated conditions over non-vegetated conditions. This could be down to a variety of reasons: Gammarus pulex is an aerobic organism and thus favors oxygenated conditions. During photosynthesis in submerged plants, oxygen is produced as a byproduct which diffuses into the surrounding environment (the water) this results in increased oxygen content. The oxygen content at this point is not acting as a limiting factor in the population of Gammarus pulux and thus an increase in the activity within the reproductive cycle of the species. This is demonstrated in the image to the right. Gammarus pulex favors the vegetated environment due to the increased source of detritus present through the decomposition of the plants present in the environment. This increased source of food and energy means the species expends more energy within its reproductive cycle and fewer of the species die due to starvation. Thus the population of the species in these conditions increases. Gammarus pulex could also potentially favor the vegetated environment due to the increased camouflage and protection it provides it. This could be part of a behavioral adaptation the organism has developed to protect itself from the fish that hunt it. This would result in large numbers gathering in the areas that they were safe and fewer of them being consumed by secondary and tertiary consumers resulting in larger numbers of them in the vegetated areas. Source evaluation Within my experiment, I extensively referenced and used H.H Costas work into the differing effects of modified environments on Gammarus pulex. This work was published in the scientific, peer reviewed journal Crustaceana. This journal is is a leading journal in the world on crustacean research. As a result I feel the peer reviewed work is both reliable and accurate and although published in 1967, the more recent research (Field guide to the water life of Britain 1984) also agrees with the core principles described in H.H Costas work. In addition to several peer reviewed journals, one of my sources was an Information pack produced by the University of Florida, a well respected academic institute unlikely to publish inaccurate or unreliable information. As well as the paper sources listed, I used a variety of websites to gather data on various aquatic processes and mechanisms. Whilst I trust the majority of the websites, certain websites such as source 2, dont back up many of the claims with any real evidence which could be a sign of unreliable or inaccurate information. Further research Further research could be carried out into the preferences of Gammarus pulex through an experiment designed to ascertain the type of vegetation that they prefer and also the nutritional value of the varying types of detritus to the organism. In addition, research could be done into pinpointing the exact reason that the species prefers to reside within vegetative conditions rather than non-vegetative.