Natural Disasters and Catastrophes Essay

From researching online databases of my city, Ive found that we be focused on planning ahead for disasters such as hurricanes, or redden different forms like terrorism for example. The city acknowledges this strategic planning needed, as strong as grammatical construction public awareness and the development of hazardous mitigation and emergency response plans. According to the mayor, these plans are at completion and ready for use when or if the time ever comes. It was also found that all of this cookery has been keeping the citys homeland security team completely busy for the past a few(prenominal) years as the city stresses necessary training, new equipment and education and the growing development of the new companionship tweak Response Team. If you are to draw any evidence from these actions of my city, it is that the key stress is maximum homework and planning which isnt a bad emphasis when youre dealing with innate disasters. AgenciesOne theatrical performance in th e city of westernmost Haven in regards to emergency preparedness is the Medical Reserve corps or MRC. They are actually sponsored by the office of the U.S. Surgeon General. As a community base volunteering ne iirk, they are organized to support the liveing public health structure during emergencies and even non-emergency events. The responsibilities include managing natural disasters, illnesses, man-made emergencies and community health events. Member positions range from medical practitioners, nurses, mental health captains as well as miscellaneous volunteering roles.Another agency with emergency preparedness in my city is the Community Emergency Response Team or CERT. On September 23, 2006 CERT was launched in West Haven with thirty two volunteers. The theory behind the development of CERT is actually quite obvious but some places might never put this into perspective sadly. In major emergencies its a fact that emergency services are overloaded instantaneously. With CERT creat ed it gives ordinary civilians the training opportunity they need to be prepared in emergency circumstances. This opens up the opportunity for a more independent societywith less of a need to seek professional emergency officials help in a time of crisis. Every area in our world faces the nemesis of earthquakes and tornadoes and the most common disasters we face are severe storms and floods. Essentially CERT is needed everywhere whether people see it or not, its just whether or not the location acknowledges this. GeographyWest Haven has a total of 11 square miles of which 0.2 square miles is peeing and the remainder of space is land. Containing 3.5 miles of publicly accessible beaches, West Haven is bound in the sulfurwest by The Oyster River, northwest by the town of Orange, north by New Haven, northeast by The West River, to the east is New Haven Harbor and to the south there is Long Island Sound which is separated by a break wall. With so much water lining the city it is qui te vulnerable to water hazards like flooding and property damage during the some(prenominal) storms or hurricanes we get over the years. I myself have seen lots of homes on the water cease to exist because of these hurricanes in the past few years. In addition to that, there has also been much sand wearing on our beaches within the past few years. Literally half of the distance from our road to the water that was cover with sand now lies there.

Of Mice and Men Essay

The disc Of Mice and Men focuses on the friendship of ii unsettled workers in California at a time when approximately of the work was done by heap and non by machines. George was a small man who acted worldly and wise. Lennie was a huge man that had the encephalon of a child. Together George and Lennie would bounce from job to job with no money in their pockets and only the inspiration of someday owning a place of their own to keep them going.The two men were non able to lodge in one place too long because Lennie would get into trouble and George would consecrate to get the two of them out of the self-aggrandizing situation and find a new place to work until the next bad amour would happen. Why would George continue to complicate his manner by dragging Lennie around? Why wouldnt George entirely set off on his own and make his life a whole batch easier? It was obvious when I read through the book that Lennie could not ease up survived in the world without psyche lik e George watching out for him.As the story unfolded I had to ask myself, Did George need Lennie as oftentimes as Lennie needed George? Two men traveling together the way George and Lennie did was not genuinely commons during this time. Slim said to George on page 39, Hardly none of the guys ever travel together. I hardly never seen two guys travel together. You know how hands are, they just come in and get their beat out and work a month, and then they quit and go out alone. Never seem to give a damn about nobody. Why did George and Lennie travel together then?It is easy to answer that question when look at it from Lennies point of view. Lennie needed soulfulness to protect him. Lennie had the mind of a small child and would not have been able to find work, feed himself or stay out of trouble if not for somebody like George. The earth why George traveled with Lennie on the other hand is a little collation more complicated. One reason whitethorn have been George made a pro mise to the person who took caveat of Lennie before George that he would. Does this mean that George is such a stand up person that he would not go plunk for on his word?Maybe but I dont destine it is the main reason he put up with Lennie and all the trouble that came with him. Another reason George may have unploughed Lennie around was that Lennie was such a great worker that it made Georges life much easier always working alongside of him. A third reason why George may have continued to travel with Lennie was that George liked the fact that he was in charge of Lennie, similar to how a come was in charge of what his son does. George had so little in his life that maybe having Lennie around to regulate what to do all the time made him feel needed or important. Jus tell Lennie what to do an hell do it if it dont take no figuring.He cant speculate of nada to do himself, but he sure can take orders George tells Slim on page 39. A fourth reason George kept Lennie around is maybe Lennie made George feel smart. George seemed like the kind of person that liked to feel he was smart. The last reason I can think of and probably the biggest reason was that George needed the company. I dont think that George could even imagine living how he lived and not having anybody to share anything with, including his ideas and his dreams.Ultimately, I think all of these reasons played some role in why George kept Lenny around but fear of being alone was probably the biggest reason. Something good is gained by both parties in every successful relationship and the relationship that George and Lenny have was no exception. Lenny of course received protection and a person to take care of him. Those are two things he could not have survived without. I think what George gained most from the relationship was becoming a better person. On page 41, George says to Slim, I aint got no people.I seen guys that go around on the ranches alone. That aint no good. They get wantin to postulat e all the time. George meant he didnt have any family at all. George was afraid if he lost Lennie, he would never have somebody close to him again, he would be all alone and turn mean. That is what George got most out of the relationship, the friendship he believed made him a better person. I think George proved just how much he cared about Lennie at the end of the story when he shot Lennie in the back of the head by the creek.George made the ultimate sacrifice in cleanup spot Lennie and putting himself in the locate that he feared the most which is being along. George knew if anybody else found Lennie, especially Curley, they would have made Lennie suffer to pay for killing Curleys wife. It was interesting what happened earlier with Old glass and his dog being put to sleep. Old Candy seemed just as upset about not shooting the dog himself as losing the dog. I should have done it myself, Old Candy said near the end of the book. Maybe George learned from that.George believed the right thing was for somebody who cared about Lennie to end his life no matter how much it hurt. Of Mice and Men is a book about relationships with the relationship between two very different people, George and Lennie, at the forefront. Early on it seemed very obvious that Lennie got the most benefit from their friendship. As the story unfolds, its not so obvious. In the end, I believe that George benefitted as much or even more than Lennie from their strange friendship. George believed that Lennie made him a better person.

The Hunters: Phantom Chapter 15

As soon as Elena spoke Calebs name, the person on the dip began to pul back away of their line of sight. After a moment of hesitation, dull took by running pel -mel up the path toward where theyd known him.It should confound been sil y, Elena thought, the way they al reacted as if theyd been threatened. Anyone had a skillful to hike the trails at Hot Springs, and Caleb if it was Caleb hadnt done anything unless peer down all over the edge of the cliff at them. But nevertheless, there had been fewthing ominous ab bulge the figure hovering so watchful y in a higher place them, and their reaction didnt feel sil y. decent gasped and her body relaxed as she came forth of the trance.What happened? she asked. Oh, gosh, not again.Do you remember anything? Elena utter. middling shook her head mournful y.You say, He complimentss you, Elena, verbalise Celia, examining Bonnie with a clinical y spirited glint in her eye. You dont remember who you were talking about?I guess if h e treasured Elena, it could pay been anyone,Bonnie said, her look narrowing. Elena stared at her. Had there been an uncharacteristic catty edge to Bonnies tone? But Bonnie grinned rueful y back at her, and Elena decided the comment had just been a joke.A few minutes later, Matt came back down the path, shaking his head.Whoever it was just vanished, he said, his forehead crinkled in confusion. I couldnt see anyone on the trail in either direction.Do you think hes a werewolf, kindred Tyler was? Bonnie asked.Youre not the first person whos asked me that, Elena said, glancing at Stefan. I just dont sock. I dont think so, though. Caleb seems fundamental y nice and recipe. Remember how wolfy Tyler was even before he became a werewolf?Those big clean teeth and his sort of animalness? Calebs not like that.Then why would he spy on us?I dont know, Elena said again, frustrated. She couldnt think about this now. Her mind was stil swimming with the question Could Damon be alive? What did Caleb guinea pig, compared to that? perchance he was just hiking. Im not even sure it was Caleb. It could have been some other guy with curled blond hair instead. Just a random hiker who got scared off when Matt went charging up the hil toward him.Their discussion went in circles until eventual y Alaric took Meredith off to the hospital to have a doctor support out her ankle. The rest of them adjourned to the top of the fal s to gather up the picnic stuff.They al nibbled at the chips and brownies and fruit, and Matt made himself a hot dog on the hibachi gril , but the joy had gone out of the day.When Elenas phone rang, it was a wel stick to relief. Hey, Aunt Judith, she said, forcing a cheerful note into her representative.Hi, Aunt Judith said hurriedly. Listen, I have to go to the auditorium to help do al the girls hair and makeup, and Robert already wil have to leave sue early to get to the drill on time. Would you do me a favor and pick up some flowers for Margaret on you r way over? Something sweet and bal erinaish, if you know what I mean.No problem, Elena said. I know hardly what you mean. Il see you there. She wanted to forget for a while forget mystery hikers and near-drownings and her constant alternating feelings of trust and despair about the appearance of Damons name. Watching her little sister twirl around in a tutu sounded just about right.Terrific, said Aunt Judith. thank you. Wel , if you are al the way up at Hot Springs, youd better start heading home soon.Okay, Aunt Judith, Elena said. Il get way out now.They said good-bye, and Elena hung up and started gathering her things together. Stefan, can I take your car?she asked. I need to get to Margarets saltation recital. You can give him a ride back, right, Matt? Il cal you guys later and wel work on figuring this out.Stefan got to his feet. Il spot with you.What? said Elena. No, you need to stay with Celia and get to the hospital to take care of Meredith, too.Stefan took her arm. Don t go, consequently. You shouldnt be alone now. no(prenominal) of us are safe. Theres something out there hunting us, and we need to al stick together. If we dont let separately other out of our sight, then we can al protect one another.His leaf green eyes were clear and ful of anxiety and love, and Elena felt a pang of regret as she tugged her arm gently out of his grasp. I need to go, she said quietly. If I spend al my time being scared and hiding, then the Guardians might as wel have let me stay dead. I need to be with my family and live as natural a life as I can.She kissed him gently, lingering for a moment against the softness of his lips. And you know they havent targeted me yet, she said. Nothings spel ed out my name. But I promise Il be careful.Stefans eyes were hard. What about what Bonnie said? he argued. That he wants you? What if that means Caleb? Hes hanging around at your house, Elena He could come afterward you at any timeWel , Im not going to be there. Il be at a dance recital with my family beside me, Elena pointed out. Nothing wil happen to me today. Its not my turn yet, is it?Elena, dont be stupid Stefan snapped. Youre in danger.Elena bristled. Stupid? Stefan, no calculate how stressed or anxious, had never treated her with less than total respect. Excuse me?Stefan reached for her. Elena, he said. Let me come with you. Il stay with you until nightfal and then keep watch outside your house tonight.Its real y not necessary, Elena said. treasure Meredith and Celia instead. Theyre the ones who need you.Stefans facial gesture fel , and he looked so devastated that she relented a little, adding, Please dont worry, Stefan. Il be careful, and Il see you al tomorrow.His chew clenched, but he said nothing more, and she turned to make her way down the trail, not flavor back. Once they were back at the boardinghouse, Stefan couldnt relax.He couldnt remember ever, in al his long life, feeling so edgy and uncomfor evade in his own body. He itche d and ached with anxiety. It was as if his skin were rack upted too tightly over his bones, and he moved irritably, tapping his fingers against the table, cracking his neck, shrugging his shoulders, shifting back and forth in his chair. He wants you, Elena. What the hel did that mean? He wants you.And the sight of that dark, hulking figure up on the cliff, a shadow blotting out the sun, those golden curls glossy like a halo above the figures headStefan knew he should be with Elena. Al he wanted to do was to protect her.But she had dismissed him, had metaphorical y, at least patted him on the head and told him to stay, unaired guard dog that he was, and watch over someone else. To keep someone else safe. No matter that she was clearly in danger, that someone some he wanted her. Stil she didnt want Stefan to be with her right now. What did Elena want? Now that Stefan stopped to think about it, it seemed that Elena wanted a host of incompatible things. To have Stefan as her loya l knight. Which he would always, always be, he asserted to himself, clenching his fist tightly.But she also wanted to clutch pedal on to the memories of Damon, and to keep that part of her she had shared with him private and pristine, separate from e preciseone else, even from Stefan.And she wanted so often more, too to be the savior of her friends, of her town, of her world. To be loved and admired. To be in control.And to be a normal girl again. Wel , that normal life she had lived had been destroyed forever when she met Stefan, when he made the choice to let her into his world. He knew it was his fault, al of it, everything that fol owed after that, but he couldnt be sorry that she was with him now. He loved her too frequently to have any agency for regret. She was the center of his world, but at the same time, he knew it wasnt the same for her.A hole inside him gaped with longing, and he moved restlessly in his chair. His canine teeth lengthened in his mouth. He couldnt reme mber the last time he had felt so wrong. He couldnt get the movie of Caleb out of his head, looking down at them from the top of the cliff, as if checking to see whether whatever violence hed hoped to make up had come to pass.More tea, Stefan? Mrs. Flowers asked him softly, breaking into his furious thoughts. She was leaning forward over a little table with the teapot, her wide blue eyes watching him from behind her glasses. Her face was so compassionate that he wondered what she could see in him. This elderly, wise woman always seemed to perceive so much more than anyone else perhaps she could tel how he was feeling now.He realized she was stil waiting civilly for his answer, the teapot suspended in one hand, and he nodded automatical y. Thank you, Mrs. Flowers, he said, offering forth his cup, which was stil half-ful of cold tea. He didnt real y like the taste of normal human assimilates he hadnt for a long time now, but sometimes drinking them made him fit in, made the other s relax a bit more around him. When he didnt eat or drink at al , he could guts Elenas friends prickling, the hairs on the back of their necks rising, as some subconscious voice in them noted that he was not like them, adding it to al the other little differences he couldnt control, and thereby concluding he was wrong.Mrs. Flowers fil ed his cup and sat back, satisfied. Picking up her knitting something pink and puberulent she smiled. Its so nice to have al you young raft gathered together here, she commented. Such a lovely group of children.Glancing at the others, Stefan had to wonder whether Mrs. Flowers was being gently sarcastic.Alaric and Meredith had returned from the hospital, where her injury had been diagnosed as a mild-mannered sprain and taped up by the emergency room nurse. Merediths usual y serene face was tight, probably at least partial y because of the pain and her irritation at knowing shed have to stay off her foot for a couple of days.And partial y, Stefan s uspected, because of where she was sitting. For some reason, when Alaric had helped her hobble into the living room and over to the couch, he had parked her directly next to Celia.Stefan didnt consider himself an expert on romance after al , hed lived for hundreds of years and fal en in love only twice, and his romance with Katherine had been a disaster but even he couldnt miss the tension between Meredith and Celia. He wasnt sure whether Alaric was as oblivious to it as he seemed or whether he was pretending obliviousness in the hope that the situation would blow over. Celia had changed into an charming white sundress and sat flipping through a journal titled Forensic Anthropology, looking cool and composed. Meredith was, in contrast, unusual y grimy and smudged, her beautiful features and smooth olive skin marred by weariness and pain. Alaric had taken a chair next to the couch.Celia, ignoring Meredith, leaned across her toward Alaric.I think you might find this interesting, sh e said to him.Its an article on the dental patterns in mummified bodies found on an island quite near Unmei no Shima.Meredith snap bean Celia a nasty look. Oh, yes, she said quietly. Teeth, how fascinating. Celias mouth flattened into a line, but she didnt reply.Alaric took the magazine with a polite murmur of interest, and Meredith frowned.Stefan frowned, too. Al the tension humming between Meredith, Celia, and Alaric and now that he was watching, he could tel that Alaric knew exactly what was going on between the two young women and was flattered, irritated, and anxious in equal parts was interfering with Stefans Powers. piece of music hed sat and sipped his first cup of tea, reluctantly fol owing Elenas command to stay, Stefan had been sending out tendrils of Power, difficult to sense whether Elena had made it home, whether anything had stopped her on her way. Whether Caleb had stopped her. But he hadnt been able to find her, even with his senses prolonged to their utmost. O nce or twice, hed caught what felt like a fleeting impression of what might be the very specific sound, scent, and aura that unmistakably meant Elena, but then it slipped away from him.Hed blamed the fact that he couldnt rank her on his weakening Powers, but now it was clear to him what was keeping him from finding her. Al the emotion in this room the pounding hearts, the flushes of anger, the acrid scent of jealousy.Stefan pul ed himself back, tried to quel the rage rising within him. These people his friends, he reminded himself were not purposely interfering. They couldnt help their emotions. He took a swig of his rapidly cooling tea, trying to relax before he lost control, and winced at the taste. Tea wasnt what he was craving, he realized. He unavoidable to get out to the forest soon and hunt. He needed blood. No, he needed to find out exactly what Caleb Smal wood was up to. He stood up so abruptly, so violently, the chair rocked unsteadily below him.Stefan? Matt asked in a n alarmed voice.What is it? Bonnies eyes were enormous.Stefan glanced around the circle of distracted faces, now al watching him. I have to go. Then he turned on his heels and ran.

Business Research Ethics

This phrase explains why it is important for banks to have right-hand(a) ethics. The banks have an respectable responsibility to the government, the shareholders, and the people they serve. Communities have a history on trusting the banks to lend bills to responsible parties. The bankers role is one of stewardship based on trust (Green, C F 1989). The banks major responsibility is to trust our government, customers shareholders, and management staff to be sizeable in their decisions. In this article, they discussed how ethical issues have an impact on managing for the longer term.There first question asked was when a company lies does an singular or company have an ethical responsibility to report any unspeakable conduct to that individual. The answer to that question is yes, they have a responsibility to report any illegal actions. The laws of a LLC still hold companies accountable for what they do and banks are held accountable for what they do. A company outhouse except go forward doing bad business for a short time before they start to collapse, and what I mean be that is if a company lies, cheats and steals form the people they will certainly be discovered.Therefore, the article tells us that in the end, even though it might be more effort for the company, (the banks) the company who does salubrious ethicall(a)y will stay in business. Having said that we have to acknowledge that money is a embarrassing business and business to cast off money. Therefore, as the markets open up through deregulation the World ample Web and its technology will replace the face-to-face contact. Now deregulation just means that companies can trade and sell in markets that were closed to them in the past.Read Essay In Westminster Abbey Analysis currently we have a single person working for a company doing both the selling and buying for us where it used to be stockbrokers and jobbers but with the new laws they have now rid of the jobbers and have leave behindn up all the power to the stockbrokers. Now we have to trust the brokers and the companies they work for. Now the government has an obligation to treasure the interests of the individuals they serve. The Government trust is clear from the financial services industry in Britain, of course there kinship depends a lot on the legislation, but then again the trust is there and has been for many years.For example, a recent example of consumer protection in the UK banks, national Westminster Bank has chosen independent status. They choose to give their customers an unbiased advice. At the very least the banks can be broken up into two split those who barrow money, and those who lend it. Both the lenders and the barrowers have a very different and moral responsibility. A bring banker has to consider the canons of lending. The canons of lending are the bankers responsibility to find the purposes in why an individual would have to be loaned money. The ethical issues that need to be understood are the purpose for the lending.It would be the bankers ethical responsibility to the bank, and its residential district that uses there local banks to make an honest and ethical decision to loan the money to the borrower. The integrity and business ability of the borrower need addressing. The banks need to look at how the borrower will repay the community and the banks for the money they borrow. This is when the banks or the managerial staff will be satisfied to loan the money to the borrower. When all responsibility parties and issues have been addressed. In the banks situation they are always concerned when loaning money to an individual or a small company.There are ethical decisions to be made. Banking and finance is the peoples business meaning we depend on our people to run the business. The article was big on describing the descent between the people and the banks are one. For example, the people who work at the banks live in the same communities they serve. Therefore, the banks make their employees and managers sign contracts to work. These contracts protect both the people and the banks form wrongdoing. The contract states both the banks and the employees rights. If there is an incident, the contract is across-the-board beyond the contract and into the laws of society.The article gives examples of companies where action on issues like disciplining staff or creating equality luck extend beyond contracts and into legal requirements. Our society has its own standards on ethical behavior and this article explains how ethical behavior can be avoided by following the rules of contracts and having a moral obligation to the community by having good ethical standers. This article sums up by reiterating that the banks have responsibilities to both the government, stockholders and the people to make good ethical decisions.

Netflix Case Essay

In the late 1990s, with the golden in number of Internet users (dot-com boom), investors was encouraged to invest in Internet to get in on the very profitable market that was available at that time. Netflix was one of the first Internet companies, which took that advantage by getting into Internet video market. By the late 2000s, home video lease business (Blockbuster, Hollywood video, etc.) took place in the market, however it didnt take too long for Netflix to beat that market and in mid 2009 increase its stock prices to $39 when its best competitor Blockbusters was less than $1.Although Netflix was fetching power over the video industry, companies such as Apple, Amazon studios and Hulu began to threat Netflixs share in the market but Netflix could respond to those threats by investing in research and development and bring up new models such as video on demand model. Today Netflix is worlds preeminent Internet TV and movie provider and has over 40 million members in most actua l countries.Netflix is still working hard to meet unending challenges while controlling its core business and it is non very easy to manage an organization as Netflix since there are always issues and problems due to competitors challenges in this competitive industry but it is possible for Netflix to manage these competitions by doing research and development to come up with new models and trends.The video industry started in the 1970s in the United States and it was mostly focused on VCR technology. With the decrease in movie field of forces, the industry concerned about loosing the control over change their movies and was looking a better way to extend the distribution network, which was only by movie theatre at that time. By the 1990s, they came up with the idea home rental videos since they saw the opportunity of video rental business which could not only be an alternative of going to movie theatre, but also cracking chance of selling or renting the movies that performed ba d in movie theatres.The market has changed in 2000s when videodisc technologies, which had special features such as, extra scenes and extended versions took place in the market until 2010 when the Blu-ray came up since there was a demand for viewing of high definition movies but it didnt take place very substantially in the market and then DVD maintained its position again.However, there was a change in buyer behavior as Internet technologies have improved. Buyers started not to go to video rental interpose just like they didnt want to go to a computer store to buy a computer. Internet sales took control over almost every industry.Even grocery shopping could be done online. Hence, digital distribution of TV shows and movies via Internet streaming wasnt a big perplexity for the industry. Since all these was threatening physical video rental business, Netflix offered its customers to watch a movie immediately when purchased without disturbing about turning it back or even late fee s. The organization turned into a win-win spot because of the fact it included customers, producers, TV and cable providers, distributers, movie theatres and even video stores into its value chain.

Neuromarketing: Debunking the Myths

grant 2 Neuromerchandising ridicule the Myths? Graduate School of Business MARKETING MANAGEMENT 555 appellative 2 Neuromarketing repudiation the Myths? Actual Count 3624 (Excluding cover, contents and reference pages) foliate 0 of 18 denomination 2 Neuromarketing laugh at the Myths? TABLE OF CONTENTS INTRODUCTION. 2 Neural Correlates .. Ethics of Neuromarketing . 8 b atomic number 18 leave alone & Decision-making . 9 induction 11 REFERENCES 2 Page 1 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? INTRODUCTION Neuromarketing, argues Lee, Broderick, & Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing cosmos term just six days ago says Smidts (2002). The goal of neuromarketing extracts Laybourne & Lewis, (2005) and Smidts (2002) is to study how the head is physiologically affected by marketing strategies and advertising.Brain exertion settlementing from viewing an advertizing is mon itored and measured victimisation neuro imaging techniques such as functional magnetic resonance imaging (functional magnetic resonance imaging), as shown in visit 1, and electroencephalography ( encephalogram) is habituated in ball club to evaluate the Figure 1 fMRI Image force of these strategies (Laybourne & Lewis 2005). McClure et al (2004) says neuromarketing studies usually measure predilection between crops in impairment of marker acquainted(predicate)ity or harvesting election.As a viewer may hold a cognitive prejudice in traditional marketing studies, measures such as the product preference for a particular advertisement is nearlytimes difficult to measure argues Schaefer, Berens, Heinze, & Rotte (2006). Walter, Abler, Ciaramidaro, & Erk, (2005) suggest in neuromarketing studies, nonice familiarity and product preference go through been agree with neuronal operation. Further, consumer protection groups and academics view the field of neuromarketing with caution refer up to(p) to the possible ethical implications of functioning advertisements to by choice cause specific neurological effects (Commercial spanking, 2003).Laybourne & Lewis (2005) and Smidts (2002) says functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) argon ind stronging neuromarketing are neuroimaging techniques and comprise the neuroscience font of the field. fMRI requires a participant to lay on a bed, with their moderate located inside the ring of a s spatener. Researchers lot measure the neural activity throughout the thinker in terms of blood flow via oxygen usage by monitoring the participant? s brain with fMRI. As a contrast for this technique researchers back end overly use EEG equipment as it is fairly port open and light. Using numerous electrodes that are placed on the articipant? s scalp in a Figure 2 Brain Cap Page 2 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? net-like fashion, as shown in Figure 2, EEGs ca n measure brain activity by assessing electric activity at the scalp. Using both behavioural responses as well as neural activations Fugate (2007) says researchers are able to use neuroimaging to monitor and conduct marketing studies of the participant? s response. Fugate (2007) explains neuromarketing as being the turn that involves asking subjects to perform experimental tasks and control tasks whilst being wired to various electronic devices.Researchers are able to compare differences in the videos produced during the respective tasks as the devices generate instant, colourful images of a working brain. Researchers are because able to see what parts of the brain have responded to the stimuli used (Fugate 2007). Fugate (2007) describes the mechanics behind neuromarketing, as a revolution in the marketing, however, Fugate (2007) has overlooked some critical scientific concepts, specifically the corollary nature to neuromarketing research. Nneuromarketing as a concept suggests Sm idts (2002) emerged anterior to the word actually being used in 2002, despite suggestions otherwisewise.Many studies lacked the spatial resolution to make any useful claims as to the instruments behind effective and ineffective advertising techniques due to limitations of neuroimaging techniques conducted in the past few decades (Smidts 2002). An example argues Reeves, Lang, Thorson, and Rothschild (1989), is their claim that in an EEG study television scenes with contradict content causes activation of the anterior portion of the right hemisphere while positive messages cause great left hemisphere activity in the frontal region.It is important to none that as only quaternity electrodes were used (in addition to the two reference electrodes) cortical arousal was only monitored in terms of frontal versus occipital (Reeves, Lang, Thorson, and Rothschild 1989). Now days, EEG systems are much much precise and often have up to 256 electrodes to monitor brain activity. Many other studies from the same time period by Krugman, (1971) Rothschild, Hyun, Reeves, Thorson, & Goldstein (1988) Rothschild & Hyun (1990) Weinstein, Appel, & Weinstein (1980) also employ hemisphere? activations as profound purposes.Nonetheless, suggest Weinstein et al (1980) it is not the fact that earlier research in neuromarketing? has been imprecise that is of greatest importance, simply rather how quickly the field has evolved over the last few years. Page 3 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? Conditioning & Marketing Two methods are typically employed in neuromarketing research as means of evaluating an individual? s preference between products product preference and defect familiarity. Product Preference Product preference comparisons involve two known brands or products, which is unlike brand familiarity.Walter et al. (2005) uses an example of male participants being asked to rate a railcar? s looks unheeding of cost and practical requirements, given the c hoice between a high performance sports vehicle, a midsized vehicle and a small car. Participants ranked the sports car first, followed by the med-sized car, with the small car ranked last. Walter et al (2005) suggested the sports cars as a primary reinforcer for social dominance, re fork overing independence, power and speed. In this example, the sports car acted as a substitute recognize.Money or cultural goods are secondary rewards that reinforce behaviour only after prior learning, through associations with primary rewards (innate reinforcers including food, water, and sexual stimuli). The three main functions of rewards as outlined by Walter et al (2005) can (a) induce positive effect, (b) induce learning via positive reinforcement, and (c) induce consuming behaviour for acquiring the reward. Sports cars are preferred, as seen from the study conducted by Walter et al (2005), as they correlate with primary rewards that we innately seek.They also represents characteristics th at we observe our culture values. Morgan et al (2002), as cited by Walter et al, (2005) say this study was also adapted from a foregoing study of dominance and social hierarchy involving prime mates. In short, given two identifiable products, preference will be given towards one over the other, which is due primarily to the preferred product having to a greater extent reinforcing qualities in terms of secondary reinforcers we identify as being relevant at a person-to-personly level, as well as to our cultural heritage. (Walter et al 2005) Brand Familiarity Comparisons between amiliar and unfamiliar products are outlined as brand familiarity (Campbell and Keller 2003). When a consumer first sees an advertisement for an unfamiliar brand Campbell and Keller (2003) suggest they feel prejudicial incredulity towards it as it is unfamiliar. However, repetition of an advertising message, argues Campbell and Keller (2003), Page 4 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? a t low levels, decreases this uncertainty and increases the strong point. One way that products can earn the trust of the consumer and become more familiar, suggest Fugate (2007), is through the use of celebrity endorsements.Repeated exposures can decrease the effectiveness of the advertisement by annoying the viewer, argues Campbell & Keller (2003), so wherefore advertisers must keep in mind not to advertise in any case much. Consumers can only store knowledge for the familiar, but not the unfamiliar, so repeated exposures for an already familiar product provides more time for the consumer to accomplish the advertisement and their associated experiences from using the product (Fugate 2007). Consumer can become world-weary and even annoyed more easily for unfamiliar brands as there is less knowledge to process (Fugate 2007).Therefore, for consumers to recognise a new brand entering into the markets Campbell & Keller (2003) suggest they need to be conservative in their marketing efforts by not overdo it. More identifiable brands, such as Pepsi, are able to advertise more often with less concern of annoying their audience argues Campbell & Keller (2003). Neural Correlates A key principle of neuromarketing, suggest Damasio (1996), is that it is base on finding a neural correlates for buying consumers such as product preference and brand familiarity.As most studies are only able to monitor neural activity observationally it is important to acknowledge that researchers are only able to seek a correlate and do not induce product preference via neural stimulation (Damasio 1996). Interestingly, peer reviewed evidence has been found linking brand familiarity and product preference with the mesial anterior cerebral mantle, says Damasio (1996). The mesial anterior cortex (mPFC), suggest Damasio (1996), is a alluviation of linkages between bioregulatory states and factual knowledge.In the more specific instance of advertising , this translates into experiences and product information being think to positive effect, via the mPFC (Damasio 1996). IMAGE 1. mPFC Studies by Kable and Glimcher (2007) point to the medial anterior cortex (mPFC) as the locus of interest for neuromarketing studies are quite notable. As outlined in the sports car study earlier Walter et al (2005) advise product preference has been correlated with the activation of Page 5 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? several brain regions in the reward circuitry of the brain, including the mPFC.Preference has also been correlated with mPFC activity freelance of prices argues Knutson, Rick, Wimmer, Prelec, & Loewenstein (2007) and was found to be predictive of subsequent purchasing. Studies by Paulus & Frank (2003) observed when using a optic discrimination task as a control they found coinciding results when a simpler preference discernment study was conducted. McClure et al. (2004) conducted one of the most compelling neuromarketing studies. Researchers conducting a study monitored neural activity when drinking any Coca-Cola or Pepsi (see Figure 3).Using an fMRI for an experiment McClure et al (2004) had two conditions, (a) brand-cued delivery, and (b) blind taste test. When conducting a blind taste test, brain activity between the Coca-Cola and Pepsi was observed as being nearly identical. However, in the brand-cued condition, significant differences were observed in with neural activity, primarily in the ventromedial prefrontal cortex (McClure et al 2004). Figure 3 Coke Vs Pepsi The significant observation was no neural activation differences were identified when no brand nformation was provided, but when brands were identified, product preference and brand familiarity came into play with Coca-Cola being generally preferred by the participants, which caused importantly more activity in the ventromedial prefrontal cortex region of the brain says McClure et al (2004). An important aspect of the study is that no choices are made b y the participant the soft drink were given to the participants in the fMRI in small quantities the manipulation was based when the brand was first announced the finding was based on the trigger regions on the brain as measured by the fMRI.Brand preference and previous conditioning is only demonstrated in brand-cued delivery, and only then is there significant ventromedial prefrontal cortex activation. Koenigs & Tranel (2008) in a follow-up to the McClure et al (2004) study shed more light on the puzzle of cola preference. Koenigs and Tranel (2008) explain that subjects tend to prefer Pepsi over Coca-Cola, or have no reliable preference, in a blind-taste test, yet Coca-Cola consistently Page 6 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? outsells Pepsi therefore creating a Pepsi paradox.When brand information is available, CocaCola is preferred, however, when brand information is not provided, no reliable preferences can be made, which is creating the paradox (Koenigs an d Tranel 2008). Cola preference was counterbalanced in the McClure et al (2004) study. Koenigs and Tranel (2008) tested predictions from previous studies by using participants with damaged prefrontal cortex. Koenigs and Tranel (2008) discovered that when patients are presented with brand information, it makes no difference on their preferences.The conclusion was this finding mirrors effects found in normal individuals participating in blind-taste tests. Gladwell (2005) suggest the strong brand image of Coca-Cola, not taste, is the reason Coca-Cola is preferred over Pepsi. Several studies have connected brand familiarity with mPFC. Schaefer et al (2006) and Schaefer & Rotte (2007) wrap up that when comparing familiar and unfamiliar products with mPFC activity differences in neural activity are detected, which can also be connected to neurolearning literature of novelty detection in rat lesion studies suggest Dias & Honey (2002). Campbell and Keller (2003) suggest relative to behavio ural principles, brand familiarity is of extreme importance to advertisers. Fear the unknown pushed consumers away, and in advertising, this revere creates uncertainty for product that results in consumers selecting a known product. For culturally familiar brands relative to unfamiliar brands Schaefer and Rotte (2007) demonstrate this as superior frontal activity and increased mPFC. In short, studies conducted McClure et al (2004), Paulus & Frank (2003), Walter et al (2005) have linked medial prefrontal cortex (mPFC) activation to preference judgements.Further, Schaefer et al (2006) and Schaefer & Rotte (2007) suggest mPFC can be attributed to the preference for the familiar over the unfamiliar, assuming that the consumer is going to buy a product either way (i. e. a vehicle). Preferences between the available choices in terms of their relative value, suggests Montague (2008), is the next step in the consumer decision making. Consumers can evaluate their choices by weighing the pr os and cons of all the available choices (Montague 2008). Research by Sutherland (2004) shows that this process is primarily undertaken by the medial prefrontal cortex, which some have dubbed the liking centre? f the brain. Several other areas have been implicated as key brain regions relevant to neuromarketing research, suggest Walter et al (2005), other than the medial prefrontal cortex. close to of these Page 7 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? regions include the ventral striatum, amygdaloid nucleus and orbitofrontal cortex, (Walter et al 2005). The ventral striatum says Knutson et al (2007), Walter et al (2005), is the reward center of the brain and has been correlated with self-importance-reported self arousal but only as an indicator of the predicted value of the reward.This is used as a mechanism for learning as it is thought of as prediction error. The amygdale says Walter et al (2005) has also been correlated with reward strong suit in neuromarketin g studies, however, is commonly known for its role in processing emotional information. The orbitofrontal cortex (OFC), says Walter et al (2005), consists of principally two regions the lateral and medial (and is mainly thought of as a measure of preference. The medial OFC is activated by rewarding stimuli, which includes the medial prefrontal cortex. Lateral OFC activity is correlated with punishing stimuli.The use of neuroimaging is not limited to neural activation measures says Fugate (2007). For example, in terms of hormonal secretions such as dopamine neuroimaging quantitatively measure this affect (Fugate, 2007). Though the field is expanding rapidly there is much to discover in terms of neural correlates and interest to neuromarketing, suggests Fugate (2007). Ethics of Neuromarketing In order to enhance a commercial gain a major issue for research in neuromarketing is the ethical concerns of neuroimaging. Neuromarketing is nowhere near ready to allow researchers to design a marketing campaign, so addictive that overrides an individual? free will. Founded or unfounded concerns are being allayed regarding this. A consumer protection group in America, known as Consumer Alert, has filed complaints to the US federal government, as well as a US senate committee, and universities, protesting the ethics of neuromarketing. Consumer Alert believe neuromarketing as finding a buy dismissal inside the skull (Commercial Alert 2003, 1). Commercial Alert (2003, 3) claims Our children are suffering from extraordinary levels of obesity, type 2 diabetes, anorexia, bulimia, and diseased gambling, while millions will eventually die from the marketing of tobacco. According to Consumer Alert (2003), the rise of neuromarketing will develop an end to free will. Lee et al (2007, 202) suggest Unfortunately, the barely concealed disdain for the idea of neuromarketing? in the neuroscience literature is clearly based on the opinion that marketing research is a commercial activity purely designed to sell products to the public which many Page 8 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? academics are also hesitant to embrace (Thompson, 2003).Neuroscience academics tend to focus on more medically relevant questions, though there are many journals dedicated to economics and marketing (Thompson, 2003). As such, some believe that brain imaging will be used in ways that infringe personal privacy to a totally unacceptable degree (Editorial, 2004b, 71). An anonymous author in Nature Neuroscience, took a similar stance, saying Neuromarketing is little more than a new fad exploited by scientists and marketing consultants to blind corporate clients with science. (Laybourne & Lewis 2005, 29). Neuromarketing research may help reduce the problems raised by Commercial Alert (2003).For example, Montague, Hyman, & Cohen (2004) say, by examining the differences between the brain activity of commanding over buyrs may help to understand why these compulsive indi viduals tend to spend outside of their means. In addition, it can provide useful information for how clinicians treat these disorders by looking at the correlations between buying behaviour and clinical disorders. For example, the reward circuitry of the brain and in value-based decisionmaking and the medial prefrontal cortex are quite important says Montague, Hyman, & Cohen (2004).Two significant ethical issues are present in neuromarketing research argues Murphy, Illes, and Reiner (2008), being (a) protection of consumer autonomy if neuromarketing reaches critical effectiveness, and (b) protect vulnerable parties from harm. To mitigate, recommendations for a autograph of ethics? to be adopted by the neuromarketing industry are proposed by Murphy et al (2008). Some of the recommendations include (1) accurate representation of scientific methods to businesses and the media, (2) full disclosure of ethical principles used in the study, and (3) protecting research subjects from any co ercion.Free will & Decision-making Murphy et al (2008) suggests that if neuromarketing ever does reach critical effectiveness then the concerns of Commercial Alert (2003) may not be unfounded after all as neuromarketing may infringe on an individual? s free will. The importance of neuromarketing is not restricted to neuroimaging, but also includes computational neuroscience, which is the study of defineing the component steps that underlie a given behavioural process. Value-based decision-making, for example, can be broken down into five steps suggest Rangel, Camerer, & Montague, (2008), Page 9 of 18ASSIGNMENT 2 Neuromarketing Debunking the Myths? which are (1) identifying the decision problem (2) weighing the possible choices (3) making a decision based upon the evaluation of the choices available (4) after carrying out the decision, consider the resulting consequences and (5) learn from the decision-making process in order to make split up decisions in the future. Montague (2008 , 584) says, Viewed this way, it? s easy to see why free? choice is an unconstructive way to conceptualize the way humans choose .Vohs & Schooler (2008) suggests that free will and the ability to manipulate perceptual experience of it have also recently become apparent. However, it has been many years, suggests Libet, Gleason, Wright, & Pearl (1983) since neuroimaging studies have suggested that neural activity does dispense with conscious aspiration, especially if it can be monitored. The decision of whether or not to buy a product is a result of from balancing the gain of obtaining the product, says Knutson et al (2007), offset by the act of actually having to purchase for the product, which is an interplay of corresponding valuations and choices.Using computational neuroscience, rather than neuroimaging, Walvis (2008), is able to connect neuroscience with common marketing principles. Walvis (2008) suggests three propositions of how the brain organises information and states, T hese three propositions function similarly to the basis of an artificial neural network model, implicating the importance of what other elements? the brand is associated with, the strength of these associations, and the sheer number of associations that are present between the brand and other elements? in the network (Walvis, 2008, 182).These form the basis, say (Walvis, 2008, 186) for the Three Branding Laws, based upon how engaging the branding environment is to the consumer, how instant and targeted the branding efforts are, and how personally relevant the brand? s marketing strategy is to the consumer. The stronger these pathways and connections are, the more likely a given product will be selected by a consumer. We can again quantify factors winding in choice behaviour, through the use of an artificial neural network, by using these laws says Walvis (2008).Neuromarketing can greatly improve marketing techniques when using a strong neuroscientific basis for branding, as sugges ted by Walvis (2008), even without the use of neuroimaging, but rather employing other aspects of neuroscience. Page 10 of 18 ASSIGNMENT 2 Neuromarketing Debunking the Myths? CONCLUSION Fugate (2007) suggests a revolution will soon overcome current market research as a consequence of several key implications of neuromarketing. Researchers are better able to evaluate an advertisement? s effectiveness much more scientifically, when applying neuromarketing techniques, in terms of how the ad affects the viewer? emotional state (i. e. , excitement or humour) as well as the viewer? s attention to the ad. Product appeal, suggested by Walter et al (2005) and the sports car? study are also identified with respect to the findings with the reward circuitry of the brain. Neuromarketing was shown to be able to connect and quantify the effects of celebrity endorsements, suggested by Fugate (2007) that links the auditory and visual stimuli of the celebrity as they cause hormonal secretions in cons umers that identify with the product endorsement, which can lead to a positive emotional response and feelings of trust.As researched by McClure et al (2004), logo/brand selection and emotional attachment was shown to be significant with consumers, which explained the result that Coca-Cola outperforms Pepsi. Only time will tell how much of an effect these new techniques will have on marketing success as the future implications of neuromarketing show great potential. Neuromarketing, in its current stage, is by no means adequate in determining if an advertisement is effective. Stimulating the medial prefrontal cortex does not mean that an advertisement will be effective as it is only a corollary response.The medial prefrontal cortex region of the brain is also the subject of other research studies, which include those in fear conditioning as suggested by Baratta, Lucero, Amat, Watkins, & Maier (2008), provocation resulting in eating disorders (Uher et al. , 2004), and startle response s (Day-Wilson, Jones, Southam, Cilia, & Totterdell, 2006). The field shows great foretell as being the next step in market research despite the current flaws in neuromarketing research.Advertisers are likely to be more successful in making a longer long-lasting impression on the consumer if they took advantage to the many psychology studies that have been previously conducted as they would be better able to direct their efforts towards a target demographic. 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Management of Computing Resources Essay Example | Topics and Well Written Essays - 3250 words

focusing of Computing Resources - Essay ExampleComputer resources within the complaint includes aggregate of available software, computer hardware, supplies, documentation, instruct personnel and support services that are to be protected. The report is about designing an end drug drug user training and support dodging that will help serve the 5000 graze stations of the education flush and whether Google or social media can be apply to lower the cost of support outlays and IS end user training. Currently the commission is utilizing Microsoft products for the various(a) computing operations that are done on the commission.The education commission organization is in need of an effective tuition system that will provide the personnel as well as the management with up to date schooling regarding the performance of the commission including their future plans, goals and objective. The information may be processed at the central point or headquarter of the commission and dispatch ed to all the other 5,000 work stations in Australia. Having an effective computing management plan that is evidence based in place will ensure safe passage of information from the sender to the receiver and back. The computers at the various work stations will be joined together with an intension of allowing sharing of resources and selective information. The management system will be designed to capture, store, transmit, manipulate, retrieve and display the intended information in various work stations. The system will out the information in a form that can be utilized in various workstations. Increased innovation has led to the development of the internet system which has resulted to development of information systems that can be exchanged via web-based emails, extranets and intranets. The technology will allow for faster exchange of information and data between the management and the end user dictated in various work stations located within and outside the city.Designing an en d user training and support system for the various