Bu340 Managerial Finance 1

Managerial Finance 1 Assignment 01 11-13 -12 1). A limited partnership allows some of the investors to limit their liability. Under these terms, one or more partners are designated general partners and have unlimited liability for the debts of the firm; others contributors are designated limited partners and are liable only for their initial contribution. For example, if partner A and B contribute and of the capital respectively, limited partnership dictates that partner A is liable for only the initial contribution. ). Insider trading occurs when a person has information that is not available to the public and then uses this information to profit from trading in company’s publicly trading securities.This practice is illegal and protected by the government agency called as. Securities and Exchange Commission (SEC). For Example, if company A’s CEO didn’t trade on the undisclosed takeover news, but instead passed the information on to his relative [brother in law] who traded on it, illegal insider trading is would still have occurred. ). Depreciation is a noncash expense; it has an impact on net cash flow because of its impact on taxes. Every dollar of depreciation expense reduces taxable income by one dollar and thus reduces taxes owed by 1% times the firm’s marginal tax rate. Accelerated depreciation the tax benefits forward in time, and thus increases the present value of the tax shield, thereby increasing the value of the project. 4). Inflation is an increase in the price of goods and services over a certain period of time.In general the price of a product will rise a certain percentage each year. Inflation restricts the usefulness of a balance sheet because actual prices change over time. A balance sheet uses historical or actual values which are not adjusted for inflation. If a person relies on a balance sheet to determine the actual price of a good or service the balance sheet will shows the lower historical price and not the cu rrent price. References Block, S. B. , & Hirt. , G. A. )2008). Foundations of financial management (12th ed. ). Boston: McGraw-Hill Irwin

Consumer Buying Behaviour on Soft Drinks Essay

What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there several processes, which consumers go through. These will be discussed below. 1. Problem/Need Recognition How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e. g. confectionery the process is different. 2. Information search So we have a problem, our DVD player no longer works and we need to buy a new one. What’s the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? to help with their purchase decision. You may even actually examine the product before you decide to purchase it. 3. Evaluation of different purchase options So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba , but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the a review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand. 4. Purchase decision Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e. g. The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone. 5. Post Purchase Behaviour. Ever have doubts about the product after you purchased it? This simply is post purchase behaviour and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase, it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organisation. This limits post purchase behaviour. i. e. You feel reassured that you own the latest advertised product. OBJECTIVES. * To understand the major factors influencing consumer buying behavior. * To know and recognize the types of buying decision behavior. * To understand the stages In the buying decision process. NEED OF THE STUDY * To understand why consumer make the purchases that they make SCOPE AND LIMITATIONS Scope of the study The scope of the study is to get the first hand knowledge about the buying behavior of consumers towards different brands of Soft drinks in VVISM students. The scope is restricted to study the factors affecting the preference of consumers while choosing a soft drink in VVISM college students. This is done to avoid perceptual bias and for providing objectivity to the study. Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents, however the report is subject to following limitations: * Some respondents were reluctant to give the information, so their responses may be biased. * Time could be a major limitation as it may have affected the inferences drawn in the study. Only 20 respondents have been contacted due to time constraint. * Sample may not be the true representative of the universe. * Study was conducted in VVISM, Hyderabad only. So the results of the study may not be applicable in other areas. CHAPTER 2 REVIEW OF LITERATURE REVIEW OF LITERATURE SUMMARY OF 10 ARTICLES 1. Consumer buying behavior and market segmentation(By Rabbitat) According to the marketing guru Phillip Kotler, a human need is defined as a state of felt deprivation. A human want on the other hand is a need shaped by the individuals culture and society. Understanding what consumers need and how these needs can be made into wants is what effective marketing is all about! For instance a customer need may be thirst, and any drink such as a bottle of water could satisfy this need. However at the point of purchase effective marketing determines what the customer will want to purchase in order to quench their thirst. For example a good advertisement for coke could steer the customer away from the bottled water section and towards the fizzy drinks. On the other hand an effective ad for ice lollies, an indirect competitor, could steer the consumer away from the fizzy drinks. Therefore the more effective the marketing, the easier it will be to get the cash out of the customers hand! It is then obvious that Marketing is all about understanding consumer needs and steering the customer toward Your product by creating certain wants in the minds of the customer. To do this marketers should be aware of the consumer buying behavior process: Buyer recognition: the consumer has to realize there is a problem or need that needs to be fulfilled. The effective marketer will identify there is a difference between the actual state of the consumer and the desired state, and try to fulfill this state of deprivation. Information search: in this stage the buyer considers all the alternatives present. For instance, according to the example above, the customer would look at all thirst quenchers such as fizzy drinks, bottled water, juices and ice lollies. The most information a customer gains about alternatives is through commercial sources, such as advertisements and campaigns. However information about intangible products in the service industry would mostly come from personal experience or experience from others. Evaluation of alternatives: this is where all the information is gathered and evaluated to help make the purchasing decision. These three stages are important, for marketers to understand consumer behavior and what influences purchasing of a certain product category and brand. Purchase decision: this is the stage where purchasing of the most preferred alternative takes place. However the product category, brand, reseller, timing and quantity all play a role in the purchase decision. Post purchase decision: good marketers maintain a good relationship with the customer even after the purchase has been made. This is to reduce any chance of cognitive dissonance that the customer may experience with the product. To reduce the negative effects of customer cognitive dissonance, good after sales services could be provided along with effective advertising. This will attract more customers via word of mouth and generate repeat purchases. 2. Break the Resistance of Consumer Buying Behavior(By Darrell Zahorsky) Buyers today are a fickle group. Who’s to blame them? Bombarded with an endless selection of products and services, making a good purchase decision isn’t easy. What can your small business do when your potential buyers won’t buy? 5 Stages of Consumer Buying Behavior 1. Need Awareness: The beginning point of most purchasing is your potential buyer recognition of a need in their life. This need can be established by encountering a problem or prompted by a company’s marketing. 2. Information Search: With the rise of the Internet, it has never been easier for buyers to research their purchase. Make sure your small business is in the game by providing educational material on your website. 3. Check Options: After an information search, the customer will evaluate all the available options. Options include wanted features, pricing, and company credibility. 4. Purchase Decision: This is the moment when the customer wants to buy. Deals are easily lost when you keep selling to the customer. There’s an old adage in sales, when the customer says, â€Å"I’ll take it,† keep your mouth closed, and close the deal. 5. Post Buying Behavior: An overlooked piece of consumer buying behavior is what occurs after the purchase. The buyer will look for reinforcement from media, friends, and other sources confirming they made the right decision. Cognitive dissonance or â€Å"buyer’s remorse† happens when the buyer begins to feel the purchase wasn’t right for them. 3. Simple Purchases Aren’t Always so Simple(By S.L. O Brien) Purchasing decisions include many factors that most consumers are not even aware of. Five steps are involved in nearly every purchase made: need recognition, information search, evaluation of alternatives, purchase Decision and finally post purchase behavior. even the simpler purchases can include any or all of these steps. Purchases are further influenced by such things as personal psychological and social issues. A good market researcher will study the thought process undergone by consumer, compare it with their demographic data and use the resulting information to market their products. Simple purchases aren’t always so simple 4. Nowhere to hide: buyer behavior in a connected world(By Paul Gibler) Window shopping isn’t dead, it has simply moved into a different dimension. This is a dimension where your business has â€Å"nowhere to hide† or can be â€Å"completely hidden† given the power of the Internet. Your business, be it a manufacturer, supplier or retailer needs to understand the changing nature of buyer behavior facilitated by the Internet. Whether buying through a virtual, real or multi-channel storefront, the options consumers use to learn about products, compare products, or shop prices have multiplied exponentially. The greater transparency created by these tools has made it critical that you understand and incorporate them into your business and marketing plans. Before the days of the Internet, buyer behavior often focused on word of mouth recommendations and feedback; in-store questioning; listening to, watching or reviewing ads; or reading print reviews in vertical publications or from multi-line authorities like Consumer’s Report. Today, the options for information search and product comparisons have multiplied beyond consumer’s processing ability. While this creates an opportunity for high service marketers with high touch products it has also generated the need to understand how consumers are behaving in their product purchasing activities. Consumers are continuing to look for ways to stretch their dollar while getting the best quality product that satisfies their needs. This has led them into â€Å"brick and mortar† stores like Costco, Wal-Mart, Aldi and Trader Joes to buy their food and staples; but it has also led them online for more complex purchases. 5. Consumer Buying Behavior and Manipulation(By Lance Winslow). We all know there are ways that that businesses use to manipulate our buying behavior to get us to buy more. We know there are many techniques and other stimuli, which affect us and we know that they are often employed in businesses. Generally we accept this even we actually stop to think about it. We probably determine that it is inappropriate and somewhat unfair. Yet we all participate in the impulse shopping and it seems to make us feel good to buy things,as a reward for our labours,with the money we have made. Certain music in stores will assist in helping retailers sell more. Certain room temperature at retailers,book stores,cofeeshops will increase impulse buying,which are generally amongst the highest priced items and definitely the highest profit items. 6. The Importance of Changing Customer Buying Behavior(By Stephen Diorio) The broad-scale adoption of new technologies has empowered consumers in previously unimagined ways. As a result, customer buying behavior is adapting to these new technological advances so rapidly that marketers sometimes cannot keep pace. Web sales are growing faster than catalog and store sales. Most direct marketers are now at least experimenting with online transactions. In the last year, for example, Lands’ End experienced 300 percent growth in e-sales while paper catalog sales growth slowed to 10 percent and margins shrank. 7. Types of Buying Decision Behavior(By Raja Vikram) Buying decision differs from person to person. Depending upon the need of the person,the decision gets changed. Various types of buying behavior are : Complex buying behaviour : This situation involves the high level of involvement from consumers and the same with the difference among brands. Dissonance reducing behavior : This involves high involvement of the buyer but a less significance difference among the brands. Habitual buying behavior : Here,there will not be any kind from the customer. Here the purchase happens depending upon the brand familiarity. Variety seeking buying behavior : Here the customer involvement is low but there will be significant difference among brands. 8. Characteristic Affecting Consumer Purchase Behavior(By Dhanan Sarwo utomo) People buy different products from different brand to satisfy their need. Consumer purchases are influenced strongly by cultural, social, personal and psychological characteristic . although marketers cannot control such factors , they must give attention to them. Marketers are always trying to spot cultural shifts in order to discover new product that might be wanted. For example the shift toward informality has resulted more demand for casual clothing and simpler fashionable products. 9. Consumer shopping behavior:How much do consumer save? (By Rachel Griffith) This paper documents the potential and actual savings that consumers realize from four particular types of purchasing behavior: purchasing on sale; buying in bulk (at a lower per unit price); buying generic brands; and choosing outlets. How much can and do households save through each of these behaviors? How do these patterns vary with consumer demographics? We use data collected by a marketing firm on all food purchases brought into the home for a large, nationally representative sample of U. K. households in 2006. We are interested in how consumer choice affects the measurement of price changes. In particular, a standard price index based on a fixed basket of goods will overstate the rise in the true cost of living because it does not properly consider sales and bulk purchasing. According to our measures, the extent of this bias might be of the same or even greater magnitude than the better-known substitution and outlet biases. 10. Indian consumer will seek value(By Arvind Singhal) Some of the trends listed below may look contradictory but then, at this time, the Indian consumer, especially the urban, middle income, and relatively young segment (and this classification will probably cover about 200 million individuals) is showing some seemingly contradictory buying behaviour. * Consumers will move beyond basic needs to discretionary spending. * They will seek value in products that serve basic needs such as food and grocery. * The definition of value will be different for different products. For instance, they will seek the lowest price for products that serve basic needs, whereas in others the determinants will range from aspiration to convenience to brand name. * There will be more visible consumption for products having bling value and consumers will continue to pay a premium for them. * We will see rise in indulgence with more desire for enjoyment and experience. * Consumers will seek more instant gratification. * We will also see the culture of throughout-the-year consumption rather than festival- or occasion-led spendings in the past. * We will see increasing fear of being ordinary. Consumers would want to be extraordinary though still within current social norms. * Consumers will get more conscious about their health and well being. * They will begin getting concerned with the surrounding environment—including nature, society, politics and public policy CHAPTER 3 RESEARCH METHODOLOGY RESEARCH METHODOLOGY SOURCE AND TYPE OF DATA COLLECTION 1 Primary Data Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. For the purpose of collection of primary data, a well structured questionnaire was framed which was filled by the respondents. The questionnaire comprises of close ended as well as open ended questions. In close ended questions dichotomous, ranking, checklist questions and multiple choice questions are used. 2 Secondary Data Secondary data is the data which is already collected by someone. They are secondary in nature and are in shape of finished product. Secondary data was collected so as to have accurate results. Required data was collected from various books, magazines, journals and internet. SAMPLING DESIGN Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population. 1 Universe Universe is the infinite number of elements which the researcher is targeting in his study. Since the study is restricted to VVISM students only the universe for the study consists of all the soft drink consumers in VVISM . 2 Population Population is finite number of elements which the researcher is going to target in particular area. All the soft drink consumer students in VVISM college form the population for the study. 3 Sampling Unit Sampling Unit is the single unit of the population. A single individual who consume soft drink form the sampling unit of the study. 4 Extent Extent refers to the geographical area where there is a scope of population. The extent of the study is VVISM,Hyderabad. 5 Sampling Technique The selection of the respondents was done on the basis of convenience technique based on the non probability method of sampling. 6 Sample size Sample size is the size of sample drawn from the population which is the true representative of the research. The number of respondents included in the study was 50 for convenience in evaluating and analyzing the data and because of time constraint. RESEARCH INSTRUMENT Questionnaire This instrument is more popular. The questionnaire is sent to the person concerned to answer the questions formatted and return the same soon. A questionnaire consist of a number of questions printed and typed in definite order on a form or set of forms. The questionnaire is sent to the respondents. In order to achieve the research objectives it is necessary to collect accurate and relevant data,secondary data are already published data collected for purposed other than specific research needs at hand. Primary data that are collected specifically for the research situation at hand,were collected by surveys using respondents surveys is one of the ways of collecting primary data namely observations,experiments and surveys. STATISTICAL ANALYSIS DETAILS QUESTIONNAIRE Q 1. Do you like to have soft drinks? a. Yes b. No Yes| No| 42| 8| Q 2. Do you think that soft drinks that are available in the market are harmful for your health ? a. Yes b. No Yes| No| 29| 21| Q 3. Do you think that soft drinks are good for refreshment? a. Yes b. No Yes| No| 37| 13| Q 4. Which is your favourite flavour? a. Cola b. Orange c. Mango d. Lemon e. Others Cola| Orange| Mango| Lemon| Others| 26| 10| 10| 4| 0| Q 5. Are you satisfied with the price of your favourite soft drink? a. Satisfied b. Highly Satisfied c. Dissatisfied d. Highly dissatisfied Satisfied| Highly satisfied| Dissatisfied| Highly dissatisfied| 21| 29| 0| 0| Q 6. Are you influnenced by the advertisement given by your favourite soft drink company? a. Yes b. No c. May be Yes| No| May be| 24| 19| 7| Q 7. Do you think that endorsement by the celebrities can increase the sell of the soft drinks? a. Yes b. No c. May be Yes| No| May be| 28| 7| 15| Q 8. Is your favourite soft drink available in all/most of the retail store in your city? a. Yes b. No Yes| No| 39| 11| Q 9. Do you feel that soft drinks should contain less calories so that those can be taken by the diabatese patients also? a. Yes b. No Yes| No| 32| 18| Q 10. How many times in a week you go for soft drinks? a. 0-3 times b. 4-6 times c. 7-10 times d. More than 10 times 0-3 times| 4-6 times| 7-10 times| More than 10 times| 20| 22| 5| 3| Q 11. If you are an alcohol consumer,then at the time of consuming alcohol do you consume soft drinks also for making the taste of alcohol better? a. Yes b. No c. Sometimes Yes| No| Sometimes| 8| 5| 6| Q 12. Do you store soft drink at the refrigerator of your home? a. Yes b. No Yes| No| 33| 17| Q 13. According to you what is the main USP of the soft drinks available in the market? a. Less costly than other drinks b. Taste c. Availability d. More refreshing Less costly than other drinks| Taste| Availability| More refreshing than other drinks| 4| 39| 0| 7| Q 14. Do you feel that inspite of using artificial flavours soft drink companies should go for natural flavours? a. Yes b. No c. May be Yes| No| May be| 21| 18| 11| Q 15. How do you rate the promotional strategies used by the soft drink companies? 1| 2| 3| 4| 5| 6| 7| 8| 9| 10| | | | | | 2| 12| 15| 19| 2| CHAPTER 4 DATA ANALYSIS DATA ANALYSIS CROSS TABULATION,GRAPHICAL REPRESENTATION AND INFERENCE QUESTIONNAIRE Q 1. Do you like to have soft drinks? a. Yes b. No Yes| No| 42| 8| Interpretation Since the survey is done among the youth,from the statistics we can say that consumption of soft drink is very popular among youth. Q 2. Do you think that soft drinks that are available in the market are harmful for your health ? a. Yes b. No Yes| No| 29| 21|. Interpretation Out of 50 people 21 people think that having soft drinks is harmful for their health. Inspite of that most of them consume soft drinks. Q 3. Do you think that soft drinks are good for refreshment? a. Yes b. No Yes| No| 37| 13| Interpretation Most number of people feel that soft drinks are good for refreshment. Q 4. Which is your favourite flavour? a. Cola b. Orange c. Mango d. Lemon e. Others Cola| Orange| Mango| Lemon| Others| 26| 10| 10| 4| 0| Interpretation Majority of the people prefer to have cola. Q 5. Are you satisfied with the price of your favourite soft drink? a. Satisfied b. Highly Satisfied c. Dissatisfied d. Highly dissatisfied Satisfied| Highly satisfied| Dissatisfied| Highly dissatisfied| 21| 29| 0| 0| Interpretation There is no dissatisfaction among the consumer regarding the price of the soft drinks. Q 6. Are you influnenced by the advertisement given by your favourite soft drink company? a. Yes b. No c. May be Yes| No| May be| 24| 19| 7| Interpretation Most of the people are influenced by the advertisement given by the companies. So we can say that advertisement plays a major role in influencing soft drinks consumer. Q 7. Do you think that endorsement by the celebrities can increase the sell of the soft drinks? a. Yes b. No c. May be Yes| No| May be| 28| 7| 15| Interpretation Majority of the people are influenced by the celebrity endorsement Q 8. Is your favourite soft drink available in all/most of the retail store in your city? a. Yes b. No Yes| No| 39| 11| Interpretation Since most of the people’s favourite soft drinks are available throughout their city,we can assume that distribution system of those companies are quite good. Though in some cases better distribution is required. Q 9. Do you feel that soft drinks should contain less calories so that those can be taken by the diabatese patients also? a. Yes b. No Yes| No| 32| 18| Interpretation Most of the people are satisfied with the calory level in the soft drinks. Though some people want less calories. Q 10. How many times in a week you go for soft drinks? a. 0-3 times b. 4-6 times c. 7-10 times d. More than 10 times 0-3 times| 4-6 times| 7-10 times| More than 10 times| 20| 22| 5| 3| Interpretation Majority of the people consume at least 4-6 times in a week. So we can assume that high demand for soft drink is there. Q 11. If you are an alcohol consumer,then at the time of consuming alcohol do you consume soft drinks also for making the taste of alcohol better? a. Yes b. No c. Sometimes Yes| No| Sometimes| 8| 5| 6| Interpretation There exists a derived consumption of soft drinks. Q 12. Do you store soft drink at the refrigerator of your home? a. Yes b. No Yes| No| 33| 17| Interpretation Now a days most of the people store soft drinks in their home. So we can assume that the popularity of consuming soft drinks is increasing day by day. Q 13. According to you what is the main USP of the soft drinks available in the market? a. Less costly than other drinks b. Taste c. Availability d. More refreshing Less costly than other drinks| Taste| Availability| More refreshing than other drinks| 4| 39| 0| 7| Interpretation Majority of the people consume soft drinks because of it’s taste. Price doesn’t matter that much to them. Q 14. Do you feel that inspite of using artificial flavours soft drink companies should go for natural flavours? a. Yes b. No c. May be Yes| No| May be| 21| 18| 11| Interpretation Most of the people feels that natural flavours would be better than the artificial/synthetic flavours. Q 15. How do you rate the promotional strategies used by the soft drink companies? 1| 2| 3| 4| 5| 6| 7| 8| 9| 10| | | | | | 2| 12| 15| 19| 2| Interpretation Majority of the consumer are very much satisfied by the promotions being done by the companies. CHAPTER 5 FINDINGS RECOMMENDATIONS CONCLUSION FINDINGS AND RECOMMENDATIONS FINDINGS * Most of the consumers are influenced by those brands which represents their characteristics. In this case we have found that cola drinks are preffered by most of the boys,since those drinks are stronger than other drinks and most of the girls preffer to have orange and mango flavoured drinks as those are mild in taste compare to the cola drinks. * Most of the consumers are influenced by those brands which are being endorsed by the celebrities. * Promotion plays a very important role in case of increasing the sell,penetrate the market and holding the current market share. RECOMMENDATIONS * Now a days consumers are becoming health conscious. So keeping that in mind,companies should think about using natural flavours in spite of those synthetic ones. * To increase the market share companies should think about the people like diabatese patients also as they cannot consume high calories. Though some companies are manufacturing diet soft drinks but they are very few in numbers. CONCLUSION * From the survey it can be conclude that majority of the consumer like to purchase cola , flavor. * Consumers like to purchase soft drinks because of refreshments * In this scenario consumer buying behaviour is changed, because they are more health conscious . REFERENCES * http://www. helium. com/items/656129-consumer-buying-behavior-and-market-segmen tation * http://sbinformation. about. com/od/advertisingpr/a/behavior. htm * http://www. associatedcontent. com/article/19593/marketing_factors_consumer_buying_behavior. html? cat=35 * † http://www. WorldThinkTank. net/wttbbs/†. * http://ideas. repec.org/a/aea/jecper/v23y2009i2p99-120. html * http://www. livemint. com/2008/12/24222258/Buying-behaviour-Indian-consu. html * www. google. co. in * www. yahoo. co. in ANNEXURE QUESTIONNAIRE Q 1. Do you like to have soft drinks? a. Yes b. No Q 2. Do you think that soft drinks that are available in the market are harmful for your health ? a. Yes b. No Q 3. Do you think that soft drinks are good for refreshment? a. Yes b. No Q 4. Which is your favourite flavour? a. Cola b. Orange c. Mango d. Lemon e. Others Q 5. Are you satisfied with the price of your favourite soft drink? a. Satisfied b. Highly Satisfied c. Dissatisfied d. Highly dissatisfied Q 6. Are you influnenced by the advertisement given by your favourite soft drink company? a. Yes b. No c. May be Q 7. Do you think that endorsement by the celebrities can increase the sell of the soft drinks? a. Yes b. No c. May be Q 8. Is your favourite soft drink available in all/most of the retail store in your city? a. Yes b. No Q 9. Do you feel that soft drinks should contain less calories so that those can be taken by the diabatese patients also? a. Yes b. No Q 10. How many times in a week you go for soft drinks? a. 0-3 times b. 4-6 times c. 7-10 times d. More than 10 times Q 11. If you are an alcohol consumer,then at the time of consuming alcohol do you consume soft drinks also for making the taste of alcohol better? a. Yes b. No c. Sometimes Q 12. Do you store soft drink at the refrigerator of your home? a. Yes b. No Q 13. According to you what is the main USP of the soft drinks available in the market? a. Less costly than other drinks b. Taste c. Availability d. More refreshing Q 14. Do you feel that inspite of using artificial flavours soft drink companies should go for natural flavours? a. Yes b. No c. May be Q 15. How do you rate the promotional strategies used by the soft drink companies?

Brain Cells Function

Speaking to your right foot will not make it stop wiggling. Asking your left arm to bend and scratch your back will not make it follow either no matter how loudly a person asks. However, right feet do stop wiggling and left arms can be made to scratch backs if one thinks and wants the limbs to stop or start moving. This is because people’s movements are not voice-activated but rather are controlled by commands coming from a person’s brain. The brain is the center or meeting place of the human nervous system. Kids Biology described the nervous system as the main power cable of the body.Through it, the brain is able to receive and send messages to all the other body parts. It can command the hand to perform certain movements while senses can tell the brain about the person’s environment and its effects on the person, such as feelings of pain and heat. Basically, the nervous system is like a built-in telephone inside the body which the brain and the rest of the body can use to tell one another what the body should do or not do. According to Kids Biology, the messages sent are in the form of electricity, similar to the email or the internet, only much, much faster.The things pushing along this electricity inside people’s bodies are called neurons. Brain Cell Online explained that neurons are one of the two kinds of cells, the tiny human particles found in the brain. The other one is the glial cell. According to Brain Cell Online, there are more than 100 billion neurons in the brain. However, there are much more glial cells as they account for 90 percent of the brain’s overall cell count. Glial cells act as the support for the neurons which, as mentioned above, are the cells responsible for passing on the messages between the brain and body in the nervous system.Neurons are not limited in the brain region alone; rather, they are found throughout the nervous system. Brain Cell Online credits neurons with storing and processing infor mation from the brain before sending the information to the right receivers, and vice versa. To perform these multiple responsibilities successfully, neurons are equipped with two special projections or cell endings called dendrites and axons. Chudler distinguishes the two as such: Dendrites bring or push nerve information to the cell body, while axons pull or take them away and pass to another cell.Thus, neurons are like chains of information; passing nerve information from one neuron to another until it reaches the brain or the designated body part. According to Chudler, the information being transferred is in the form of chemicals called neurotransmitters, which flow in and pass through neurons by small gaps called the synapse. The opening allows chemicals to move through electrons so as to make the connections for information chains possible. Chudler further explains that a synapse is composed of three parts: a presynaptic end, a postsynaptic end, and the synaptic cleft which is basically the middle part between the ends.Presynaptic ends are neurotransmitter terminals while postsynaptic ends are neurotransmitter receptor sites. An electrical impulse triggers the release of the neurotransmitters into the cleft until it finally reaches the postsynaptic end where they bind themselves with the receptor site. Chudler writes that this binding can alter cell’s excitability that is increasing or decreasing its potential to hype or intensify the cells’ actions and speed up the transmission of the messages or information being passed.Bain cells are obviously important in people’s experience of the environment. As such, problems with the functions and capabilities of one’s nervous system and all its components such as the neurons have turned into the most difficult and incurable diseases like Alzheimer’s syndrome, stroke, and epilepsy. Fortunately, there are studies evidencing the existence of the concept called neurogenesis. Accord ing to the Society of Neuroscience, neurogenesis refers to the human capability of producing new neurons which can integrate themselves to the working brain (1).This phenomenon suggests the exciting possibility of a self-healing brain—one that keeps one from forgetting and treats brain disorders. Everyone is dependent on having a fully-functioning nervous system, from the brain to the senses and to the tiny microscopic neurons for their daily living. It may be difficult to imagine, but people are able to move their bodies and remember people, objects, and events through complex and lighting-fast information transfer inside our bodies’ tiny cells. Works Cited Brain Cell. Brain Cell.2007. 16 March 2009 . Chudler, Eric. â€Å"The Synapse. † Neuroscience for Kids. University of Washington Engineered Biomaterials. 2009. 16 March 2009 . Kids Biology. Nervous System. 2009. 16 March 2009 . Society for Neuroscience. â€Å"Adult Neurogenesis. † Brain Briefings. Jun e 2007. 16 March 2009 .

Charles Schwab Essay Example | Topics and Well Written Essays - 750 words

Charles Schwab - Essay Example The primary tool that should be used to analyze key issues of the case is a SWOT analysis. Since technology is an ever-changing influence on the business world today, and businesses must stay on top of technology in order to provide the best business, the businesses must make sure they analyze these concepts on the terms of a SWOT analysis. There are several strengths in this approach, as the customers feel empowered by their ability to use online interphases to participate in trading and investing. Furthermore, the opportunities continue to allow for better organization and focus for the business. Weaknesses focus around the fact that technology will continue to change, so the interphase will need to be constantly updated and customers may need extra assistance with this. Threats include the ability of other companies to adapt to the same type of interphase, and the fact that the technology will be both costly and expensive for the company. Having used the tools described above, identify the key issues that the company should focus on - relate it to the reading in the Grant text for that week. Tell the reader why those are the root issues and not just symptoms of something deeper. Charles Schwab should continue to focus on technology in order to push its firm to be the most technology-driven company. The name of the brand "Charles Schwab" holds much respect for investors, so the combination of technological advancement with the name should grab the attention of those willing to invest. As Generation X ages, and as they were the generation that showed the first true interest in technology and computers as an everyday resource, it will become important to target them for investment strategy, and a good way to do this is with top-of-the-line technology. Technology grabs the attention of Generation X and also peaks their interest, because most of the individuals that are a part of that generation respect the reliance of computers. Combining this with the respect for the company's name, the company should be able to achieve a large amount of success. Find and cite three benchmark companies that face similar issues or counterpoint issues TODAY. Three companies that face similar issues today are actually three banks that also have to grab the interest of Generation X in order to promote investment in the company. This includes Chase, which recently bought out Washington Mutual, Bank of America, and Citibank. All three banks are becoming more and more interested in the use of technology in order to keep organization clean, and reduce human error. Technology has also allowed these companies to provide customers with more power in their investments with technology like online banking. Like Schwab, these banks are using online interphases to give customers more access to information, and more power overall. Again, technology helps to catch the attention and interest of the aging Generation X population, who have always shown a certain trust in the use of computers.Select and defend a direction for the company. I believe that Charles Schwab should continue with its current strategy of using technology to stay on top of the investment firm business. Technology is a great way to not only interest Generation X, but also show its strength, power, and reliability as an organization, combining its already reliable name with the reliability of technology. The better the technology and the more empowered the customers, the more likely they will be to come to the business, and stay with the business.

Compensation Plan Outline Assignment Example | Topics and Well Written Essays - 1500 words

Compensation Plan Outline - Assignment Example Equity awards are more preferred in the bank and are given after several years of deferring compensation. In determining appropriate levels of compensation, the bank management considers several factors including the performance of an individual, the business unit in which they work, and the bank as a whole in a given period; and short term and long term financial and non financial related factors. Before any compensation can be given, the company contracts evaluators who present reports to the management. These evaluation report â€Å"Compensation Plan Outline† helps the company to assess the performance at individual levels especially on issues of compliance to banking standards and in making decisions which do not put the company into avoidable risks. Those employees and shareholder who make critical decisions that save the company from taking unnecessary risks and ensure that the bank does not face penalties due to non compliance to laws, are highly compensated. This there fore encourages bank associates and shareholders to be well informed on appropriate legal banking procedures at bank level and nationally. The bank has put in place various measures to ensure that all compensation is fair and just based on its banking principles. The bank’s management has a separate unit of compensation and benefits committee, and there are also various control points at business level like risk, audit, and compliance checks to ensure any decision made on behalf of the bank is well noted and reported in the context of its compliance. to risk and performance standards accepted nationally and locally at the bank. The presence of these various units in the bank management ensures that there is independence in the functions of each section or committee. This is especially important in determining which compensation consultant is engaged to carry out auditing and evaluation exercises on bank functions and performance. The corporate nature of the bank as it is in major corporations nationally and globally makes evaluation of compensation more diverse in order to incorporate interests of all stakeholders including legislators. In as much as compensation in the bank of America should be in line with what the financial industry has agreed upon, the bank has its own internal measures with which any compensation amount must be adjusted in order to reflect the value the company attaches to performance standards. The bank conducts audit and evaluations at most yearly so as to give stakeholders an opportunity to give ideas on how they expect the bank to compensate its associates, workers and shareholders. These audit and evaluations are based on general set standards at national level by authorities who regulate the financial industry. The bank’s pay for performance philosophy is indeed appropriate and it is in good spirit so that workers who deserve compensation are motivated as their efforts are r ecognized. This makes the bank employees to be disciplined and work under their own supervision taking measures which are appropriate and can earn rewards for themselves and profits for

Parental Perceptions of educational services provided for children Thesis

Parental Perceptions of educational services provided for children with autism - Thesis Example Furthermore the cost of provision of health care is highly expensive. Coupled with the fact that the children with autism tend to display a range of mild to severe social and behavioural disabilities, the inability to access full health care and appropriate educational services could be daunting for the parents. This study aims to evaluate the various difficulties and challenges faced by the parents and their perceptions about the educational services for children with autism in the UAE. This study aims to critically evaluate the parental perceptions of services provided for children with Autism in the UAE. The findings indicate that there is indeed a gap between the need and demand for such services and the availability of the same. Although the government has and continue to implement appropriate measures including introduction of laws that enable children with special educational needs to be accommodated in mainstream schools and provision of funding to parents to enable proper tr eatment for such children, there still is a huge gap between the need for special support services for such children and the availability of the same. Autism spectrum disorder (ASD) refers to a range of complex neurodevelopmental disorders that tend to disrupt social lives of people with Autism severely affects and limits their communication ability, making it difficult for such people to properly communicate and interact with those around them. Such impaired social interaction further causes learning difficulties. Hence children with ASD are likely to fail in executing routine everyday tasks as simple as responding to their own names when called, interpret things or events around them and understand or grasp social cues such as facial expressions, tone of voice etc. (National Institute of Neurological Disorders & Stroke, 2015). The combination of the three critical impairments, which include impaired

Thinking and Decision Making Paper Essay Example | Topics and Well Written Essays - 250 words

Thinking and Decision Making Paper - Essay Example As a result, the mother will use her critical thinking to decide whether the information presented to her are enough for her to get the vehicle. Logical reasoning can be applied in different work places. For example, if a company is near a given prison and the government declares that on a given public holiday, they are releasing most of the prisoners who have been serving in that prison, then the administrator of the company can decide, by means of inductive reasoning that, the company’s security need to use extreme safety measures by making regular patrols and ensuring that the alarm is on throughout the day (Starko, 2012). Close ended questions can effectively be used by teachers in school. In case of a strike, the principal may choose to prepare a list of closed ended questions in an attempt to interrogate the students on the possible causes of strike (Starko, 2012).The principal will then have a critical look at the answers the students have given. Through this, he may end up with amicable solution to the problem that caused the

Meteorology assignment Example | Topics and Well Written Essays - 250 words

Meteorology - Assignment Example Review the sounding data available from the online repository to estimate the value of CAPE just prior to the occurrence of the Angus tornado. The atmosphere was predisposed to wards severe weather since the Environment Canada had issued tornado warnings for several communities in the area as a line of severe thunderstorms with embedded tornadoes moved into the Lake Simcoe region. On Tuesday at around 5:20 pm, a cold front spawned a number of strong to severe thunderstorms across the southern Ontario. This was said by the environmental of Canada in the storm summary early on Wednesday. i. Suppose lightning was observed in Angus, and that you had a clear line of sight from York University to it. How long would it take for you to hear the thunder corresponding to the Angus lightning? State any assumptions required for this estimation. After the storms, several thousands of homes and businesses I Angus were without power. More than 24 hours, customers in Ontario were still not having electricity. The thunderstorm went out in the following sequence, at 8:47 a.m., the first severe thunderstorm went out, then 10:54 a.m., 2:25 p.m., 2:37 p.m., 3:03 p.m. - 4:54 p.m. then the tornado warning replaces severe thunderstorm warning. According to Environment Canada, the tornado was associated with severe thunderstorm. It was accompanied by large hail, wind gusts greater than or equal to 50kts, or tornado. In other words, it was an Ordinary Cell Thunderstorm. http://www.theweathernetwork.com/news/articles/tornado-rips-through-angus-ontario-several-homes-damaged-no-major-injuries-reported/29754/. The tornado is approximated to travel at a wind speed of between 180-220 km/hr. and with limited wind shear. http://globalnews.ca/video/1475249/return-home-timing-uncertain-for-tornado-victims-in-angus. Tornadoes are very destructive as from the video link above, it led to the death of several people for instance the severe

Case Analysis Essay Example | Topics and Well Written Essays - 1000 words

Case Analysis - Essay Example From this time, people started getting more interested in bike racing as a medal event. With this increasing demand by the day, there is need for Breakaway to keep up with these by expanding production. The company is seeking to meet these demands by looking for financial options so that they can expand their business. The following discussion specifically focuses on the company in reference to its past performance as well as future prospects. In addition, the discourse focuses on cycling which has progressively gained prominence as a sporting activity. Analysis The company has been in existence since 1990 and has since then recorded success after another because of the lucrative and blossoming market. The bike frames that the company makes have been popular not only with professionals but also with other cycling enthusiasts. Mr. Giro, the founder of the company, has nurtured the company from its formative stage to the successful firm it is today. He started the company by crafting b icycle frames from a workshop behind his house and then later on moved to a larger shop. Mr. Giro is an experienced designer who has a specialization in this field for more than 20 years now. He started working with bicycle frames in his teenage years before eventually forming the Breakaway Bicycle Company. The company has several employees now, who work to ensure perfection of the customized bike frames. After Mr. Giro formed BBC, he obtained contracts that gave him the chance to design frames for highly professional teams in U.S. This exposure was a major boost to the success of the company because demand for Breakaway products kept on increasing. By 1992, two years after the company started business, BBC had hired professional frame-builders to help sustain the quality output of the company. According to their business expansion plans, BBC has proposed to borrow $200,000 from our bank. According to the financial and growth records of the company, our bank is considering granting them the loan request. In addition to making high sales, this company has been recording successful returns. BBC has gained a lot of exposure in the market by working with professional firms and cyclers as well as advertising its services in bicycle magazines. These advertisement campaigns have managed to reach to cycling enthusiasts and, consequently, boosted the success of the company. The strengths of the company are pretty notable. The company has an undisputed reputation in the market for its top of the range customized bicycle frames. They have an outstanding advantage with their innovative approach which they have used to conquer the market thus far. With innovation, the company has managed to cut a niche and stay ahead of competition. In reference to the company’s size, it can exercise a lot of flexibility in the business and, therefore, it is well in a position to adapt to changes in the market. Interestingly, competitors cannot afford this type of flexibility becaus e most of them are pretty large companies. BBC is, therefore, able to make quick company decisions and consequent implementations.We are also going to give the loan that BBC has requested because the company has almost limitless opportunities that they can seize if they are financially empowered. The company has an established consumer base among the racing circuits in Europe. Professionals who have used BBC products give impressive reports with the view that these products are way more innovative than those from other companies. With the loan that

Approach to Care Essay Example | Topics and Well Written Essays - 1250 words

Approach to Care - Essay Example Cancer patients need integrated care through the involvement of a multidisciplinary team due to its complexity. This involves having specialists coming together. Each one of them observes the patient individually; they then compare the results and medical history to be able to come up with the medical plan and the recommendations collectively. It is therefore recommended to choose a care center offering multidisciplinary care to be able to get a comprehensive and convenient care to cancer. The care given should be holistic to be able to attend to the emotional but also social needs of the patient. Individualized, whole-patient care According to Gotay, Lipscomb & Snyder (2006), this mode of treatment should be varied according to age, stage of cancer, preferences, and emotional issues of the patient. It extends to taking care of the social, spiritual and cultural preferences and norms of the patient. Inclusive care Inclusive care entails consulting the patients and including them in t he decision-making process. The patients regardless of class and financial strength need to be given equal treatment. The treatment plan should be based on agreement and recommendations arrived at to ensure that whatever treatment they are given is their choice. Respect According to Gotay, Lipscomb & Snyder (2006), the patients and caregivers need to be treated with care and respect. They should also be allowed to participate actively in decision-making. Patients and caregivers should be encouraged to engage actively in the whole process. Communication Communication is one of the most important aspects in any organization. Cancer being a very sensitive thing, the doctors needs to be bold, upfront, honest and straightforward with the patient, regarding their progress and status. Describe the Diagnosis and Staging of Cancer According to Gotay, Lipscomb & Snyder (2006), the stages in the progression of cancer have been evolving over time, so are the staging systems. This is because the scientists are ever studying and conducting research on the same. Some stages cover all types of cancers, while some are more specific. These are the common factors and signs to look out for at the time of diagnosis: The site of the primary tumor The number of the tumors that the patient has, consideration is also given to the size of the tumor(s) The concerned or infected lymph nodes together with the rate at which the cancer cells are invading into the lymph nodes The cell type, together with the progression and the stage of the tumor. This is how closely the cancer cell is of resemblance with the normal cells What is the TNM system? According to Gotay, Lipscomb & Snyder (2006), the TNM system focuses on the extent of the tumor (T), the progress of the spread to the lymph nodes (N), and the availability of distant metastasis (M). Each letter is added a number as an indication of the size and the extent of the primary tumor as well as the degree to which the cancerous cells have s pread. For example, T0, T1, T2, T3, T4 show the size or the extent of the tumor. TX demonstrates the impossibility of evaluating or showing the primary tumor while Tis shows that the adjacent tissues have not been invaded by the abnormal cells; although yet cancer. The lymph nodes, N0, N1, N2, and N3 show that the regional lymph nodes are involved, (the precise number of lymph nodes and/or degree of spread, and NX shows that regional lymph no

WGS final Assignment Example | Topics and Well Written Essays - 2500 words

WGS final - Assignment Example As seen in the work of Kirk & Okazawa-Rey, as the women grow up, they are socialized into women and even given descriptions on how a perfect female body should look like and how they are anticipated to live up to this reality (121-162). The women in turn completely change their views on how their bodies look like, design new model of their look and even change their beliefs on their exact identity. With this in mind, it is expected that the women will take into account what their bodies are made for and even attempt to determine how their bodies will change as they develop from one stage to another (Kirk & Okazawa-Rey 121-162). This thought is shared by Serdar who indicates that, the media has continually shaped the female body image (1). In her opinion, the author is wary of the extent in which the society sets socio-cultural standards that the women are expected to follow in the course of their development (Serdar 1). With the media emphasizing on the ideal body type and image, it is evident that lots of women will struggle to meet that standards of beauty that are, to a great extent, unattainable. One can easily relate to the plight of the women that constantly struggle to identify themselves with the beauty models in their televisions sets in the form of fashion models, advertisement queens and presenters of renowned shows. The response by the women being discontented about their physical appearance can then be understood from the perspective of Serdar. The society in this case, can be termed as one of factors that result to gender inequalities in the society. As far as this case point is concerned, th e women are forced to lead their lives as per the society not as per their beliefs. Kirk & Okazawa-Rey explain how the concept of the female appearance has created a beauty business that makes profits of billions every year

Fan Violence in International Soccer Essay Example for Free

Fan Violence in International Soccer Essay Fan violence in international soccer is a very serious form of aggression and it must be given a lot of attention by the games’ stake holders. Fan violence in international soccer involves actions that are taken by the football supporters and fights between the supporters of rival teams may sometimes take place after the football matches. The fights could also be prearranged in locations that are away from the stadiums so that the fans can avoid the police interventions. Fan violence can be at times be prompted by violent actions which involve the players themselves or any other form of event that could be taking place during a game or even disturbances and riots that are sport related and often they occur for other reasons. Fan violence in international soccer has been on the increase as it is known as the existence of an essentially unstable and an abnormal temperament in some individuals who happen for some reason to have taken soccer as an arena in which they act out their instabilities. (Smith, 1983) It has become very difficult to deal with the offenders in the football matches and the international football federation has had difficulties punishing the spectators who misbehave themselves . The international football federation has also had to deal with issues that prompt fans violence in soccer matches such as providing seats in place of standing accommodation, initiating maximum cooperation between the police and the football clubs and also ensuring that there is an absolute acceptance of the referees decisions by everybody in the football arena. The key stakeholders of the soccer game are the international football federation who ensure that the punishment that is given to the offenders and to those who participate in football hooliganism should match the seriousness of the offence. It is notably very true that the consumption of alcohol is a very important factor in crowd misbehavior especially in places where the football matches are taking place. (Smith, 1987) The football fans are mainly controlled by the activities and the popularize of different clubs . This makes it a contest as they embark on slogans chants and even songs so that they can demonstrate their support to the teams they support. The violence that exists between the sets of fans is seen as a part of their participation in the game. Violent fans and those who mainly participate in violent actions in the international soccer are basically those people who are young and unemployed. It also involves also those who are members of fanatic clubs and they are poorly educated since they attribute most of their behavior to the external factors rather than the internal ones. In most case there are usually two matches going on in a football stadium and whereas one match concerns the football teams that are on the pitch and the second match usually involves the fanatic fans whose interests are not in the game as such but on the opportunities which are offered by the football such as meeting the club mates and giving vents to their emotions and energies in the battles with others. (Smith, 1983) It is at times very complex to handle fan violence in soccer ethically since the game requires intense physical contact which may cause harm of injury. When the stake holders access the moral status of an action, they examine the issue of consent by the person on whom the action has been performed. Actions by the fans which are outside the rules of the federation of international soccer are considered to be morally unacceptabl. Reference: Smith, M. (1983): Violence and Sport, Toronto, Ontario: Butterworth’s. Smith, M. (1987): Violence in Canadian Amateur Sport, a Review of the Literature, Ottawa, Ontario, Commission for Fair Play, Government of Canada.

The odyssey

The odyssey Which film does a more effective job in adapting Homers The Odyssey: Ridley Scotts Gladiator or Barry Levinsons The Natural. I believe that both films do an effective job of adapting Homers epic poem. However, in my opinion, The Natural does a better job of this. The Natural achieves a more effective level than Scotts film in adapting The Odyssey because Levinsons cinematic adventure has more similarities in the characters, plot structure, and resolution. The characters in Levinsons motion picture are very similar to the characters in The Odyssey. Roy Hobbes, the main character of the movie, compares very well with Odysseus, the main character in Homers epic poem. Odysseus is a great Trojan War hero and Roy Hobbes is a great baseball player, which is similar to being a war hero because Hobbes is a hero to his baseball team in their war for the pennant. Both characters leave their home to achieve glory: Odysseus in the Trojan War and Hobbes in baseball. Odysseus leaves Ithaca, which is a small island, and Hobbes leaves his small farm. Both places are small and not vey well known. Odysseus and Hobbes both leave a woman at home with a child to take care of. However, Odysseus never met his child and Hobbes was unaware that he left his hometown girlfriend when she was pregnant with his son. Another similarity is that both of these protagonists are flawed. Odysseus dishonored the god, arguably because he has too much pride, which is hubris . Moreover, Hobbes also had too much pride. Having too much pride causes each character to go off course, literally and figuratively. Odysseus is blown of course traveling from one crazy island to the next. Whereas, Roy Hobbes gets shot, which causes him to quit baseball for a long time and travel from one job to the next. The two heroes even have similar enemies, for example Hobbes has Gus Sands who nearly kills him, and Odysseus has the Cyclops who nearly kills him; also both enemies only have one eye. Another similarity is the weapon of choice for both individuals; Odysseus has his bow, which is used to defeat the suitors after his wife, and Hobbes has Wonderboy, which is his baseball bat used to defeat opposing baseball teams. In Gladiator there is not one specific weapon that Maximus uses. Lastly, eventually both heroes return home and are humbled. Odysseus returns home to Ithaca, but as a beggar. And Hobbes returns to the farm to take care of his united family. The plot structure of the movie is also very similar to Homers epic poem. Each story begins in a small place that is not very well known. The Natural begins on a farm and The Odyssey begins on a small island called Ithaca. Another similarity is that both of the main characters leave their home to become well known. However, even though they were both great, both protagonists have too much pride, which ends up causing both of them to go off course of their goal. However, Maximus in Gladiator did not have too much pride, but he was still sent off course. Odysseuss goal was to return home, but because he did not honor the gods, the gods would not allow him to achieve his goal very easily. Hobbess goal was to set baseball records, but because of his pride he was literally shot down on his way to the top. Then both characters must put forth much more time and effort than originally planned to achieve their goal. Eventually Hobbes changes his goal to being with his family when he realizes that he left his hometown girlfriend home pregnant with his son; just like Odysseus left his new born son with his wife when he left home. In the end, both heroes wind up home and happy. The resolutions of both protagonists are also very similar. Both eventually learn their lesson. Odysseus realizes that it is wrong to think that he is greater than or equal to the gods and not all the glory should go to him. Hobbes realizes that baseball is not just about break individual records, but the game is about the glory of the team. These are similar because the baseball team is equivalent to the team of Odysseus and the gods in the Trojan War. So the victory is not solely for the glory of the individual. In conclusion, The Natural does a more effective job of adapting to The Odyssey then Gladiator does. The Natural is an effective adaptation of The Odyssey because of its similarities in characters, plot structure, and resolution. There are many striking connections between Roy Hobbes and Odysseus. Also, the plot structure and resolution of The Natural is almost identical to that of Homers epic poem The Odyssey.

Wicked And Messy Environmental Problems

Wicked And Messy Environmental Problems Some environmental problems have taken on a new nature; they have become wicked. These wicked problems defy classification and have no clear-cut solutions. They are associated with a high degree of uncertainty and deep disagreement of values. They have become immune to the conventional approach to problem solving and pose a major challenge to effective natural resource management. This essay examines four challenges that wicked problems present: complexity, conflict, change and uncertainty. It suggests that to develop effective policies and management responses, a combination of adaptive management, carefully designed participatory processes and the precautionary principle must be used in a way that enhances social learning. A case study of Canadas Model Forest program is used to illustrate how the adaptive and participatory processes have been effective in dealing with uncertainty and complexity in Forest Management. Human activities over the decades have undoubtedly affected the environment. Industrialization and technological progress is one such activity that has been argued as the cause of great damage to the natural environment. Coupled to the increasing need to provide for the growing populations around the world, this has led to a myriad of environmental problems some of which have been described as messy or wicked. Rittel and Webber (1973) describe wicked environmental problems as defying classification and devoid of clear cut solutions. They have also been associated with radical uncertainty and plurality of legitimate perspectives (Funtowicz and Ravetz, 1991).They pose a great challenge to governance structures, knowledge and skills base as well as our organizational capacity. Amidst the vast technological advancements, these wicked problems still remain unraveled and elusive. What does this mean for natural resource management? This suggests that natural resource management has been plunged into an era of turbulence with diminishing effects of the conventional approach to problem solving. Policymakers and environmental managers will need to realize that there are no quick fixes or simple solutions as is the experience in dealing with tame problems. There is no single correct formulation of a particular problem since the definition of a wicked problem is subject to the beholder (Allen and Gould, 1986).In view of that, decision makers will have to implement policy without exploring all the feasible or possible options. Learning must become a central theme policymakers and natural resource managers may need to incorporate into their daily administration. Quite imperative also, is the realization that management approaches for dealing with wicked problems can only be optimal but never true or false. This essay attempts to suggest ways by which policymakers and natural resource managers can deal with the challenges that wicked and messy problems pose to natural resource managers. It begins by discussing four challenges that wicked problems present: change, conflict, complexity and uncertainty. It argues that since no single approach or model is sufficient for dealing with these problems, a combination of approaches that have proven to be helpful in mitigating the wickedness of these problems in the past must be used. Thus, a social learning network that combines the adaptive, participatory and precautionary approach is proposed. Its applicability is illustrated using Canadas Model Forest Program as a case study. One challenge that has been associated with wicked problems is complexity; a trait Gunderson (1999) suggests is inherent in natural resource problems. Complexity implies a difficulty in establishing cause and effect patterns due to the presence of interdependencies and multiple variables and is determined by the degree of uncertainty and social disagreement on a particular issue (Patton, 2011). For example, the condition and trend exhibited by wildlife populations are as a result of the interactions between factors such as prior population, weather, predators, habitat, disease, off-site factors and chance events. If there is species decline in a population, which of these factors can be blamed for this outcome? The answer is not as simple as solving a mathematical problem since the problem may be caused by one or many of the factors acting in concert. Complexity is seen to exist in two forms: technical and social complexity. The former is linked to limitations in quality of information and a deficiency in knowledge systems. This makes problem-diagnosis very hectic and introduces high levels of uncertainty. The social aspect on the other hand, emanates from difficulties in the coordination of information, activities and stakeholders across several disciplines. The differences in views, values, perception and beliefs of various stakeholders introduce conflict: another challenge in resolving wicked environmental problems. The diversity and range of stakeholder values is normally a recipe for conflict in decision-making. There is often little consensus on what the problem is, let alone a general solution (Ritchey, 2005).This brings into sharp focus the issue of problem-framing. Disagreements on what the problem may be is often commonplace and arguably a major contributor to conflicts. For example, a water resource controversy in Colorado started over a proposed dam (Bingham, 1986).Some parties declined to participate in the discussion until the question of whether or not a dam was needed was answered. Others thought, a dam was the only way to solve the water shortage problem. However, asking the question how much water do we need? is crucial to understanding the problem at hand. The assumption of knowing the solution before exploring the problem further has mainly been associated with experts who may see new problems as exactly as old ones (Kaplan and Kaplan, 1982). Also, the difficulties in reconciling the different values and perception of stakeholders have left most environmental management issues engulfed in appeals and litigation. For example, Cape plc. and RTZ have been sued in British courts for environmental damage and for breach of employment rights in Africa. The growing disputes and litigation in environmental issues has made conflict resolution quite an important concept in environmental management. However, the presence of conflicting values, risk and uncertainty does not mean a definite decision cannot be taken. It only stresses the managers need to think beyond the traditional approach to problem framing and problem solving. As discussed earlier, the various interdependencies and multiple variables in wicked environmental problem makes change an inevitable phenomenon. Horst Rittel in his paper Dilemmas in General Theory of Planning explains that when dealing with wicked problems one must recognize that every wicked problem is a symptom of another problem. Considering the fact that ecosystems, societies, knowledge, technologies and public attitudes are so dynamic it is reasonable for management strategies and practices to be dynamic as well. Policies must continually be adapted to change as well as constructed for local application.Lindbloom (1979) suggests that the only way to ensure consistent progress in dynamic and uncertain situations is to take incremental steps that are bold enough to leave room for possible errors that enhance learning. Contributing to more wickedness is the challenge of uncertainty. Unfortunately, the complexity encountered in environmental and resource management leaves little or no choice than to make decisions in the face of uncertainty. In a complex open system like the environment, knowledge has limits and certainty is far-fetched. Wynne (1992) differentiates among four types of uncertainty: risk, uncertainty, ignorance and indeterminacy. Uncertainty plays outs in situations when the odds are not known. For instance, the contribution of greenhouse gases to global warming has been established however, the precise relationships and potential feedback mechanisms between parameters such as clouds, global air circulation, heat absorption by water, land and so on remain uncertain due to complexity. In essence, the recognition of the kinds of uncertainty may help to identify which plans or approaches are most appropriate. In view of the challenges wicked problems present, environmental management and policymaking must build resilience if it must be effective in mitigating the impact of wicked problems. Policymaking and practice must be adaptive to keep up with their ever changing nature. The complexity, uncertainty and conflict component must be catered for by carefully designing participatory processes that enhance learning. The next section of this essay will shed light on the management responses that must be considered to make policymaking and natural resource management effective for dealing with wicked problems. Adaptive management is one management strategy that can deal with scientific uncertainty and real world examples of its applicability are evident. The adaptive approach has been described as a learning approach that continually improves policy and practice in the face of uncertainty and a tool to frame philosophical, methodological and practical challenges that come with natural resource management (Holling, 1978). This approach has been recognized by international interdisciplinary efforts such as the sustainability science program (Clark and Dixon, 2003), the Millennium Ecosystem Assessment (2005) and the Equator Initiative of the United Nations Development Programme (UNDP, 2005) as having the potential to deal with the complexity of socio ecological processes while enhancing learning. The effectiveness of adaptive management in some cases is not fully realized due to short term project frames, rigid targets and a focus on success prompt managers who use conventional methods thoug h encouraged by government rhetoric to make use of adaptive approaches (Allan and Curtis, 2005). To enhance the practicality of adaptive management, co- management has been brought in to cater for the social uncertainties and institutional barriers that may rise. This has led to adaptive co-management, an approach that combines adaptive and collaborative management. Here, rights and responsibilities are jointly shared to better combat the challenges that wicked problems may bring. Collaboration in essence, demonstrates the need for carefully designed public participation. Public participation has become an entrenched concept in the formulation, implementation and management of environmental issues owing to its suitability for addressing the interests of multiple stakeholders and reducing conflict. It is quite common to see National and subnational governments require the input of the public in managing and developing of environmental policy. An example being the US National Environmental Policy Act and the US Federal Advisory Committee Act. Thus, participation in decision-making is increasingly being regarded as a democratic right (Reed, 2008). Increasing calls for public participation rests on many factors including growing distrust of public institutions and officials, increasing legislative requirements for public participation, the complexity and uncertainty of contemporary problems, different risk perceptions and a growing recognition that decisions are not entirely scientific but social values and politics are inherent in all administrative deci sions. Participatory processes also have a challenge of identifying groups of stakeholders and bringing these interests together in an environment conducive for learning (Gray, 1989).It has also been associated with intensive resource commitments (money, time and human capital), prolonged decision making, reduced decision quality, increased conflict and diminished likelihood of a successful outcome (Steelman, 2001). However on the whole, participatory processes are assets rather than liabilities. A case study that demonstrates the ongoing success of adaptive management and participatory approach in Forest Management is Canadas Model Forest Program. To reduce uncertainty and complexity while promoting the development of innovative ideas and sustainability, the Federal government initiated Canadas model Forest Program in 1992. The Program consists of eleven model forests across Canada, selected to reflect the diversity of ecosystems and social systems present in Canadas Forest environment. Each model forest is designed to function as a living laboratory where novel integrated forest management techniques are researched, developed, applied and monitored in a transparent forum that engages and partners with stakeholders from environmental organizations, industry, native groups, educational and research institutions, community based associations, recreationists and landowners as well as all levels of government The success from this adaptive approach have been many and includes t he development of voluntary wetland conservation programs for private lands; establishment of protocols for reporting on socio economic indicators based on Statistics Canadas census data; developing an ecosystem-integrated resource management plan for the Province of Saskatchewan, production of a code of forestry practice to help landowners understand and apply the principles of sustainable forest management; establishment of the Grand River Reserve to protect three eco-regions and habitat for the endangered Newfoundland pine marten. The Precautionary approach is one possible response that proves very essential for dealing with wicked problems in the face of uncertainty and risk. Some scholars assert that it is a powerful tool for protecting human health and the environment under uncertain conditions (Cameron and Aboucher, 1991) whiles other think it is ill- defined, unscientific and of little value to policymaking (Manson, 2002). Still many nations have some form of precautionary principle in place when confronted with uncertain health risks though they may not explicitly refer to it (Zander, 2010). Under the precautionary principle, the absence or lack of evidence concerning the harmful nature of a substance or practice cannot serve as a justification for delaying action to regulate them (Raffensperger and Tickner, 1999). For example, the issue of global warming usually includes arguments that either favour business-as-usual or the precautionary principle. Opponents against the principle base their arguments on scientific uncertainty regarding how humans have contributed to climate change and the severity of effects that may occur. They generally advocate for further research to reduce the uncertainties before costly emission-reduction policies are implemented. Advocates of the precautionary approach on the other hand argue that the likely adverse effects of the accumulation of greenhouse gases in the atmosphere are serious enough to justify potentially costly regulation despite remaining uncertainties. Today, based on the precautionary principle various moves are being made to reduce the carbon footprint by investing in green technology. Though we do not know the outcome of these actions, it is prudent to try to mitigate its impact on future climatic conditions than do nothing at all. Indeed, the challenges wicked environmental problems present may seem overwhelming and daunting. However to combat these challenges, environmental managers must first realize that wicked problems have no single correct formulation and hence quit searching for one. They must also develop long term learning networks through adaptive management and carefully designed participatory processes that are truly flexible. Lastly, precaution must be utilized in planning processes to avoid creating more wicked problems in the future.

Rising Cost of Gas And Oil Prices :: Economics

Not only have gas and oil prices changed but they have made everything else go up in price. The cost of living and the way that people are living is effected by these rising costs. In this paper I will discuss the different ways that these prices are affecting everyday life. The way that everyone has changed things in there life would be transportation and business costs. Gas Prices have changed a lot over the years and it seems to be increasing in cost and that it is not going to change. According to Foreman (2008), in 1981 the cost per gallon was $1.35 and now the cost is between $2.84 to $3.23 . Some of the reasons that the cost of gas is going up is because of the rising cost of oil. Gas prices are affecting people in there everyday lives with driving, living expenses, and with the cost of their living. Families are having to set a budget for there fuel and are having to not drive as much. Oil Prices are at there highest points and the repercussion of this is the cost of gas and the cost of living. The cost per barrel is going up, at that point the cost of fuel goes up as well as everyday costs. The cost per barrel is â€Å"$91.77 to $ 100.09 ( Oil prices rise back above $91 a barrel, 2008)† , this year alone and only seems to be getting worse. The war has helped to make the cost of oil go up, because we are at war with Iraq and that is where we get our oil. There is a shortness of oil and with this the cost of oil will go up, so will the cost of living, and the cost of fuel. Across the United States individuals are feeling the high prices of gas and oil prices. These prices are starting to hurt our economy because people are not being able to travel as much as they used to be able to. Families are feeling the hurt when they do travel because when people go to go camping with there children it costs more in food then they had in there budget and same with fuel.

The Wilderness in Margaret Atwood’s Surfacing, Mary Austin’s Land of Li

The Wilderness in Margaret Atwood’s Surfacing, Mary Austin’s Land of Little Rain, and Gary Snyder’s The Practice of the Wild Journeys into the wilderness test far more than the physical boundaries of the human traveler. Twentieth century wilderness authors move beyond the traditional travel-tour approach where nature is an external diversion from everyday life. Instead, nature becomes a catalyst for knowing our internal wilderness and our universal connections to all living things. In Margaret Atwood’s Surfacing, Mary Austin’s Land of Little Rain, and Gary Snyder’s The Practice of the Wild, â€Å"nature† mirrors each narrator: what the narrators ultimately discover in the wilderness reflects what needs they bring to it. Their points of view, expectations, and awareness all determine their experiences of the wild and â€Å"self.† Ultimately, however, each work reveals that the experience of nature need not be restricted only to â€Å"self-discovery,† but may well expand to an understanding of the spiritual â€Å"family self.† Atwood’s psychological novel describes the return journey by its narrator from a self-centered, urban existence to the Canadian wilderness of her youth, where she finds the meaning of family and her role in it. Though not overtly psychological, Mary Austin’s intense devotion to the life and people of her desert community suggests these have become replacements for her own, unsuccessful attempts at conventional family life. Finally, Gary Snyder’s kinship with nature exemplifies a life integrated in all aspects—a union that merges the practical, psychological, and spiritual into what may be called the â€Å"cosmic† family. Birth of Family Margaret Atwood’s Surfacing describes the heroine/narrator’s phy... ...our experiences: the progress of our consciousness. This progress resolves issues of the self and one’s individual past, heals our psychic pain, and releases us from powerlessness and fear. By accepting the wilderness in ourselves we will understand the wilderness in each other and our connectedness. Nature functions as catalyst, as guide, as test, as teacher. Then opening the spiritual window to grace, we ultimately realize the possibility of being fully human. References Atwood, Margaret. Surfacing (New York: Fawcett Crest, 1972). Austin, Mary. Stories from the Country of Lost Borders. Ed. Marjorie Pryse (New Brunswick: Rutgers UP, 1987). Pryse, Marjorie. "Introduction" to Stories from the Country of Lost Borders by Mary Austin. (New Brunswick: Rutgers UP, 1987). Snyder, Gary. The Practice of the Wild (San Francisco: North Point Press, 1990).

Mo’men Case Essay

What sets Mo’ men apart from the other fast food restaurants? Mo’men are an international brand of fast food restaurants from Egypt. It, however, has a number of franchise holders in other countries across the globe. The international Mo’men group appointed Darul Rahmat Sdn Bhd (DRSB) as a franchise holder of the business in Malaysia. Mo’men restaurant distinguishes itself from most of other fast food restaurants because of a number of reasons. First, it offers unique products and excellent services. The restaurant offers a variety of sandwiches that are tasty and also affordable. The sandwiches are prepared from seafood beef and chicken. Seafood being an important component of Malaysian cuisine; their expertise in offering seafood sandwiches has given them an edge over competitors in the Malaysian fast food market. Secondly, Malaysia has various cultures, and its cuisine is mainly influenced by the number of different cultures. An important Malaysian cuisine is rice; rice is a staple food in Malaysia, Mo’ men took such preferences into consideration and added a rich menu with a choice of lamb or chicken. This has made the restaurant accepted and well ahead other restaurants. Another factor is that Mo’men offer a limited delivery service to reach more customers. They also do promotions like offering discounts to students who show their students identification cards. Therefore, the customers seem to like Mo’men’s restaurants. Is Mo’ men group’s franchising strategy the best way to expand internationally? Franchising is the best way to expand the business internationally. This is a method of doing business internationally but not by oneself. It is an affordable way of achieving development goals with less risk. Yes, franchising strategy is the best way for Mo’ men group to expand internationally just as they have given a franchisee in Malaysia. The franchising strategy helps Mo’men group to get inside information on the country’s food preferences and also learn from previous market experiences. The strategy has provided them with the widest entrepreneurial opportunities for Mo’ men and their franchise partner (DRSB) in Malaysia. The mutual beneficial relationship they have built together has made it a unique way to do business internationally. Is, having rice menu in the Malaysian franchise a good decision? Rice is a staple food in Malaysia. It is an important ingredient in the Malaysian cuisine. The people here are most welcoming to  new restaurants, but it is more advantage if the restaurants adapt to the cultural preferences. Having a rice menu is a good decision since this would make most of their customers feel at home and peace with their most preferred dish. This has made Mo’men Malaysia way ahead of its competitors. Will Mo’ men restaurant succeed and build a powerful brand in Malaysia than the other local restaurants? In the long run, Mo’ men franchise is likely to garner more market shares than most of the local restaurants. This is because of most of its market strategies. First being that it is religiously inclined to Islam that Malaysia equally boasts of a good number of Islam followers. This made it easy for them to set up their business there. Their expertise in preparing most foods that are mostly preferred by the Malaysians is another advantage they have, for instance, inclusion of rice menu and also seafood beef. In a nutshell, the Mo’men group has sufficient information on the food preferences of Malaysia. They, therefore, know what to offer and when to. To add to the list is also the promotions they offer, whereby they give discounts to students who show their identification cards. Finally, due the small number of venues they also offer limited delivery services to reach many customers.

The Lust Lizard of Melancholy Cove Chapter 19~20

Nineteen All You Need to Know About That Intimacies, what happens between two people in private (or one person and a Sea Beast in a pasture), are not the business of anyone but the parties involved. Still, for the sake of the voyeur in us all, a tidbit or two to satisfy curiosity†¦ Molly tried, made a valiant effort in fact, but even for a woman of such fine physical conditioning, the task was too great. She did, however, manage to locate near the shed a gas-powered weed-whacker (which the late drug chefs used to clear flammables from the area) and with firm but gentle application of that rude machine, and a little coaxing, was able to bring Steve to that state the French inscrutably call â€Å"the little death.† And soon after, what at first seemed an insurmountable obstacle, the size difference, was turned to advantage, allowing Molly to join Steve in that place of peace and pleasure. How? Imagine a slow slide down a long, slippery bannister of a tongue, each taste bud a tease and tingle in just the right place, and you can understand how Molly ended up a satisfied puddle snuggled in that spot between his neck and shoulder that women so love. (Except in Steve's case, it didn't make his arm go to sleep.) Yes, there was a bit of the awkwardness that comes with the unfamiliarity and exploration of new lovers, and Theo's Volvo was soundly smashed before Steve realized that rolling around on the ground was an inappropriate way to display his enthusiasm, but a boxy Swedish automobile is a small price to pay for passion in the great scheme of things. And that is all you need to know about that. Twenty Theo Over the years, Theo had learned to forgive himself for having inappropriate thoughts at inappropriate times (imagining the widow naked at the funeral, rooting for a high death toll in Third World earthquakes, wondering whether white slavers provided in-house financing), but it worried him more than somewhat that, while hand-cuffed to a chair, waiting for his executioner, he was thinking about getting laid instead of escaping or making amends with his creator. Sure, he'd tried to get away, managing to do little more than tip the chair over and give himself a bug's-eye view of the dirt floor, but shortly after that, when the voices outside had stopped, he was overtaken with thoughts of women he'd had and women he hadn't, including an erotic mental montage of the erstwhile actress and resident Crazy Lady, Molly Michon. So it was embarrassment as much as relief that he felt when, after the sound of a weed-whacker and the crashing of metal, Molly popped her head into the shed. â€Å"Hi, Theo,† she said. â€Å"Molly, what are you doing here?† â€Å"Out for a walk.† She didn't come in, just craned her head around the corner. â€Å"You've got to get away from here, Molly. There's some very dangerous guys around here.† â€Å"Not a problem. You don't want any help then?† â€Å"Yes, go get help. But get away from here. There's guys with guns.† â€Å"I mean, you don't want me to uncuff you or anything?† â€Å"There's no time.† â€Å"There's plenty of time. Where are the keys?† â€Å"On my key ring. In the ignition of my car.† â€Å"Okay. Be right back.† And she was gone. Theo heard some pounding and what sounded like safety glass being shattered. In a second Molly was back in the doorway. She tossed the keys on the floor near his head. â€Å"Can you get to those?† â€Å"Can you unlock me?† â€Å"Uh, I'd rather not right now. But you'll be able to get to those eventually, won't you?† â€Å"Molly!† â€Å"Yes or no?† â€Å"Sure, but†¦Ã¢â‚¬  â€Å"Okay. See ya, Theo. Sorry about your car.† And again she was gone. As he scrambled in the dirt to get to the keys, he was still troubled about the unwarranted wave of horniness that had overtaken him. Could it have been set off by the handcuffs? Maybe he'd been into bondage all these years and never even knew it. Although when he'd been arrested right before Sheriff Burton had blackmailed him into becoming constable, he'd spent almost two hours in handcuffs and he didn't remember it being an espe-cially erotic experience. Maybe it was the death threat. Was he turned on by the thought of being shot? Man, I am a sick individual, he thought. In ten minutes he was free of both the handcuffs and the dogging thoughts of sex and death. Molly, Joseph Leander, and the house trailer were gone, and he stood before the ruins of his Volvo with an entirely new set of questions nagging him. The roof of the station wagon was now mashed down to level with the hood, three of the four tires were blown, and on the ground, all around the car, were the tracks of what had to be a very, very large animal. There were two trails that had matted down the grass leading away from the shed and over the hill. One, obviously, was the track of a person. The other was wider than the dirt road that led into the ranch. Theo dug into the Volvo for his gun and cell phone, having no idea what to do with either of them. There was no one to call – and certainly no one he wanted to shoot. Except maybe Sheriff John Burton. He searched the area, found Joseph Leander's gun, and tucked it into the waistband of his jeans. The keys were still in the red four-wheeler, and after a minute of measuring the ethics of â€Å"borrowing† the truck against having been kid-napped, handcuffed, and almost killed, he climbed into the truck and took off across the pasture, following the double trail. Gabe Gabe and the rancher stood over the pulverized remains of the Holstein, waving flies away from their faces, while Skinner crouched a few yards away, his ears back, growling at the mess. The rancher pushed his Stetson back on his head and shuddered. â€Å"My people have been running dairy and beef cattle on this land for sixty years, and I ain't never heard or seen anything like it, Gabe.† His name was Jim Beer. He was fifty-five, going on seventy, leathery from too much sun and stress, and there was a note of the sad lonely under everything he said. He was tall and thin, but stood with the broken-backed slouch of a beaten man. His wife had left him years ago, driving off in her Mercedes to live in San Francisco and taking with her a note worth half the value of Jim Beer's thousand acres. His only son, who was to have taken the ranch over, was twenty-eight now and was busy getting thrown out of colleges and into rehabs all over the country. He lived alone in a fourteen-room house that rattled with emptiness and seemed to suck up the laughter of the ranch hands, who Jim fed in his enormous kitchen every morning. Jim was the last of his breed, and he would forever trace the beginning of his downfall to an affair he'd had with the witch who once lived in Theo's cabin at the edge of the ranch. Cursed he was, or so he believed. If the witch hadn't run off ten years ago with the owner of the general store, he would have been sure the mutilated cattle was her doing. Gabe shook his head. â€Å"I have no idea, Jim. I can take some samples and have some test run, but I don't even know what we are looking at here.† â€Å"You think it was kids? Vandals?† â€Å"Kids tip cows over, Jim. These look like they've been dropped from thirty thousand feet.† Gabe knew what appeared to have happened, but he wasn't willing to admit it. There wasn't a creature alive that could have done this. There had to be another explanation. â€Å"So you're saying aliens?† â€Å"No, I am definitely not saying aliens. I'm not saying aliens.† â€Å"Something was here. Look at the tracks. Satanic cult?† â€Å"Damn it, Jim, unless you want to be on the cover of Crackpot Weekly, don't talk that way. I can't tell you what did this, but I can tell you what didn't. This was not aliens, or Satanists, or Bigfoot on a binge. I can take some samples and run some tests and then maybe, maybe, I can tell you what did this, but in the meantime, you should call the state ag guys and get them out here.† â€Å"I can't do that, Gabe.† â€Å"Why not?† â€Å"I can't have strangers running around on my land. I don't want this gettin' out. That's why I called you.† â€Å"What's that?† Gabe held up a finger to hold his place in the conversation, then looked to the hills: the sound of an engine. In a second a red four-wheel-drive pickup appeared on the hill headed toward them. â€Å"You'd better go,† Jim Beer said. â€Å"Why?† â€Å"You'd just better. Nobody's supposed to be on this side of the ranch but me. You need to go.† â€Å"This is your land?† â€Å"Let's jump in your truck, son. We need to go.† Gabe squinted to get a better look at the truck, then waved. â€Å"That's Theo Crowe,† he said. â€Å"What's he doing in that thing?† â€Å"Oh shit,† Jim Beer said. Theo pulled the truck up next to Gabe's, skidded to a stop, and crawled out. To Gabe, the constable looked pissed off, but he couldn't be sure, having never seen the expression on Theo before. â€Å"Afternoon, Gabe, Jim.† Jim Beer looked at his boots. â€Å"Constable.† Gabe noticed that Theo had two pistols stuck in his jeans and was half-covered with dust. â€Å"Hi, Theo. Nice truck. Jim called me out to take a look†¦Ã¢â‚¬  â€Å"I know what that is,† Theo said, tossing his head toward the mashed cow. â€Å"At least I think I do.† He strode up to Jim Beer, who seemed to be trying to sink into a hole in his own chest. â€Å"Jim, you got a crank lab back there turning out enough product to hype all of Los Angeles. You wanna tell me about it?† The life seemed to drain out of Jim Beer and he fell to the ground in a splay-legged sit. Gabe caught his arm to keep him from cracking his tailbone. Beer didn't look up. â€Å"My wife took a note for half the ranch when she left. She called it in. Where else was I going to get three million dollars?† Gabe looked from Jim to Theo as if to say, â€Å"What the hell?† â€Å"I'll explain later, Gabe. I have something I have to show you anyway.† Theo pushed Jim Beer's Stetson back so he could see the rancher's face. â€Å"So Burton gave you the money so he could use your land for the lab.† â€Å"Sheriff Burton?† Gabe asked, totally confused now. â€Å"Shut up, Gabe,† Theo snapped. â€Å"Not all of the money. Payments. Hell, what could I do? My grandfather started this ranch. I couldn't sell off half of it.† â€Å"So you went into drug dealing?† â€Å"I ain't never even seen this lab you're talking about. Neither have my hands. That part of the ranch is off-limits. Burton said he had you in the cabin to keep anyone from coming in the back gate. I just run my cattle and mind my own business. I never even asked Burton what he was doing out there.† â€Å"There million dollars! What the hell did you think he was doing? Raising rabbits?† Jim Beer didn't answer, he just stared at the ground between his legs. Gabe held his shoulder to steady him and looked to Theo. â€Å"Maybe finish this later, Theo?† Theo turned and walked in a tight circle, waving his hands in the air as if chasing away annoying spirits. â€Å"You okay?† Gabe asked. â€Å"What the fuck do I do now? What do I do? What am I supposed to do?† â€Å"Calm down?† Gabe ventured. â€Å"Fuck that! I got murders, drug manufacturing, some fucking giant animal of some kind, a whole town that's gone nuts, my car is mashed, and I have a crush on a crazy woman – I don't have the training for this! No one has the fucking training for this!† â€Å"So calming down isn't an option right now?† Gabe said. â€Å"I understand.† Theo interrupted his anxiety Tilt-A-Whirl and wheeled on Gabe. â€Å"And I haven't smoked any pot in a week, Gabe.† â€Å"Congratulations.† â€Å"It's made me insane. It's ruined my life.† â€Å"Come on, Theo, you never had a life.† Gabe immediately realized that perhaps he had chosen the wrong tack in consoling his friend. â€Å"Yeah, there's that.† Theo strode to the red truck and punched the fender. â€Å"Ouch! Goddamn it!† He turned to Gabe again. â€Å"And I think I just broke my hand.† â€Å"Mad cow disease worries me,† Jim Beer said from his stupor of defeat. â€Å"Shut up, Jim,† Gabe said. â€Å"Theo has a gun.† â€Å"Guns!† Theo shouted. â€Å"I stand corrected,† said Gabe. â€Å"You mentioned a giant animal?† Theo massaged his temples as if trying to squeeze out a coherent thought. After a few minutes, he walked to where Jim Beer was sitting and kneeled down in front of him. â€Å"Jim, I need you to pull it together for a second.† The rancher looked at Theo. Tears had traced the creases in his cheeks. â€Å"Jim, this never happened, okay? You haven't seen me and you haven't heard anything from this side of the ranch, okay? If Burton calls you, everything is standard operating procedure. You know nothing, you understand?† â€Å"No, I don't understand. Am I going to jail?† â€Å"I don't know that, Jim, but I do know that Burton finding out about this will only make it worse for every one. I need some time to figure some things out. If you help, I'll do my best to protect you, I promise.† â€Å"Okay.† Beer nodded. â€Å"I'll do what you say.† â€Å"Good, take Gabe's truck home. We'll pick it up in an hour or so.† Skinner watched all this with heightened interest, tentatively wagging his tail between Theo's tirades, hoping in his heart of hearts that he would get a ride in that big red truck. Even dogs harbor secret agendas. â€Å"Theo, these can't be real,† Gabe said, running his hand over a footprint nearly three feet across. â€Å"This is some sort of hoax. Although the depth of the claw impressions and the scuffing would indicate that whoever did this really knows something about how animals move.† Theo was fairly calm now, as if he had settled into the whole unreality of the situation. â€Å"And they know something about crushing a Volvo too. They're real, Gabe. I've seen a track like this before.† â€Å"Where?† â€Å"By the creek, the night the fuel truck blew up. I didn't want to believe it then either.† Gabe looked up from the track. â€Å"That's the night I had the mass exodus with my rats.† â€Å"Yep.† â€Å"There's no way, Theo. That couldn't be what happened. A creature that could leave tracks like this would dwarf a T. Rex. There hasn't been anything this size on the planet for sixty million years.† â€Å"Not anything we know about. Look, Gabe, I followed the trail through the grass to the mutilated cows. I thought that was where they went, but evidently that's where they just came from.† â€Å"They? You think there's more than one?† â€Å"So you accept that this thing is real?† â€Å"No, Theo. I'm just asking what you think.† â€Å"I think that this thing was with Molly Michon.† Gabe laughed. â€Å"Theo, I think the withdrawal has you addled.† â€Å"I'm not joking. Molly was here right after I heard my car getting crunched. She gave me the keys to the handcuffs. When I came out, she was gone, and so were Joseph Leander and whoever he came here to see.† â€Å"So what do you think happened to them?† â€Å"The same thing that happened to those cows. Or something like it. The same thing that I think happened to the Plotznik kid. The last time anyone saw him was at the Fly Rod Trailer Court. That's where Molly lives.† Gabe stood and looked around at the pattern of tracks. â€Å"You haven't been into town today, have you, Theo?† â€Å"No, I've been busy.† â€Å"Les from the hardware store is missing. They found his truck behind the Head of the Slug, but there's no sign of him.† â€Å"We've got to go to Molly's, Gabe.† â€Å"We? Theo, I'm a biologist, not a cop. I say we try and track whatever this is. Skinner's a pretty good tracker. I'd bet we find an explanation that doesn't involve some sort of giant creature.† â€Å"I'm not a cop anymore either. And what if we track this thing and you're wrong, Gabe? Do you want to meet up with whatever did that to my car? Those cows?† â€Å"Well, yes, I do.† â€Å"We can do that later. It shouldn't be too hard. Whatever it is, it's pulling a house trailer.† â€Å"What?† â€Å"There was a trailer here when Leander took me into the shed. When I came out, it was gone.† Gabe checked his watch. â€Å"Have you eaten today? I'm not questioning you, but maybe you're having a hypoglycemic reaction or something. Let's go get some dinner and when your head clears, we can go by Molly Michon's.† â€Å"Right, I'm hallucinating from a bad case of the munchies.† Gabe grabbed his shoulder. â€Å"Theo, please. I have a date.† Theo nodded. â€Å"Molly's first. Then I'll go to dinner.† â€Å"Deal,† Gabe said, still staring at the tracks. â€Å"I want to come back here with some casting materials. Even if this is a hoax, I want a record of it.† Theo started for the truck and pulled up when he heard the sound of a cell phone ringing inside the shed. He walked into the shed, located the cell phone, and looked at the display for the number that was ringing in. It was Burton's private number. He drew his .357 Magnum and blew the phone into a thousand pieces. He walked out of the shed to find Gabe hiding behind the fender of the red truck and Skinner cowering in the bed. â€Å"What in the hell do you mean, you have a date?†