Brand Extension Marketing Plan Essay

1.0 Executive Summary Wii is a for-profit organization already offering numerous video games targeted at many different segments of the market in different countries around the world. Wii is developing a new game, Wingo, with an extended service plan for any issues identified while playing the new game. Wingo is bingo for the Wii. Customers will be able to play four players at a time utilizing the two remotes included with the purchase of the Wii system and the two extra remotes that are included when the customer purchases the new game Wingo. The extended service plan will allow customers to first have their game repaired. If the issue is not resolved with repair, the customer will have their game replaced with a new game that has been reviewed and analyzed by tech support to ensure no issues arise. Wingo is targeting the market that consists of residents at assisted living and long-term care facilities, grandparents, and parents. Many individuals in these target markets love to play bingo making Wingo a perfect game for the targeted market. Wingo is a game for grandparents and parents to purchase to have fun with peers as well as their grandchildren and children. Another benefit of Wingo is the increased cognitive use, which is imperative for older adults to utilize as they age to maintain memory. Wingo will provide an easy to use format for those not familiar with playing video games, which is the majority of the target market. The easy to use format will allow players to begin playing without contacting their grandchildren for assistance. The game will also offer cognitive stimulation to assist in maintaining memory. Cognitive stimulation is crucial to all age groups to ensure healthy brain activity. Excellent customer service is required to obtain and retain a loyal customer base, which is also where the extended service plan comes into play because it provides customers with peace of mind knowing that their purchase will be repaired or replaced if any issues arise. Customer needs will be listened to and implemented into to the product to ensure our customers are receiving a product that focuses on customer needs/wants. On a national level, Wingo marketing will consist of flyers, posters, and commercials displaying the social interactions and fun to be had from playing the game. On a global level, the same advertising methods will be used. However, the advertising devices will display different languages, depending on the country where displayed, to communicate the benefits of the game. The global advertising will also take into consideration the different cultural aspects of the country to ensure no disrespect is shown and no offense is taken from the message being sent. 2.0 SITUATION ANALYSIS Wii is entering its fifth year of operation. Its products have been well received by consumers, and marketing Wingo and its extended service plan will be the main focus to the growth of brand and product as well as the sustainability and expansion of the customer base. Wii offers several different genres of games, serving the growing serious gaming industry. 2.1 Market Summary * The target market for Wingo is assisted living and long-term care facilities, grandparents, and parents. Wingo is bingo for the Wii and many individuals in these target markets love to play bingo. By focusing on these target groups, Wingo will be thought of as a game for grandparents and parents to purchase have fun with peers as well as their grandchildren and children. * Projections of growth for this product are that it will become popular within assisted living and long-term care facilities that word of mouth will assist in marketing the product to other groups. This will increase the profits for Wii, allowing the company to gain back its market shares that it lost recently plus more. 2.1.1 Market Demographics * Demographics – Ages 45-75 is the main target market. Most residents of long-term care facilities are between the ages 65-75. Those between ages 45-65 are grandparents purchasing the game in hopes of spending quality time with their grandchildren by playing the game. * Geographics – Wingo’s target area will be the major countries already marketing the Wii game system. These include Japan, Europe, and North America. * Users enjoy the connection made among them and other users while playing the game. Users enjoy spending time with their grandchildren during game time. * The target markets are classified as Thinkers and Survivors. The Thinkers are seeking a game that provides quality and serves a purpose. The Survivors are seeking a brand they can remain loyal to and suggest to their peers and families. 2.1.2 Market Needs * Ease of use – The customers can confuse easily and need a game easy to use without having to ask the younger generation for assistance to operate. * Cognitive stimulation – The customers need their brain stimulated to maintain memory. * Customer service – Excellent service is required to develop a maintainable business that possesses a loyal customer base. 2.1.3 Market Trends * Wingo will distinguish itself by marketing a product not previously available to gamers and other consumers. The market segment for this product is growing at a tremendous rate due to the baby boomer generation aging. Therefore, the marketing is aimed at this segment. * Wingo will also distinguish itself by offering the expanded service plan available with the purchase of only this game. Repair service of the game will allow the consumer to have peace of mind knowing that, should an issue arise, their game will either be fixed or replaced at no additional charge. Saving money in today’s economy is extremely important to all consumers. * Another growing trend for this market is serious gaming, where the players learn skills and competencies that can be then be used in â€Å"real† world situations. Specific goals are set within the game to be reached by the gamer; which fosters incentive to learn, offers instant feedback, encourages skills development, and assists with knowledge transfer. Grandparents and parents are always looking for ways their grandchildren and children can learn new skills utilizing a fun and entertaining venue. 2.1.4 Market Growth * With the Wii system sales declining 9.7% from July 1, 2011 through June 20, 2012, the market is diminishing. Wingo and its extended service plan will, with any luck, bring the sales up for the Wii systems. * The growth potential is there, with the baby boomer generation aging and needing to ensure that they live vibrant, active lives; even once they are physician recommended for assisted living and long-term care facilities. Assisted living and long-term care facilities are required by State and Federal regulations to ensure that all residents remain active; whether with board games, memory games, or exercise. * The diminishing market will need to have a powerful message sent. Iterating to younger generations that it’s not too late to have fun with grandma and grandpa; and to the older generations that it’s not too late for them to have fun. 2.2 SWOT 2.2.1 Strengths – Wii’s reputation among consumers. Wii’s pricing effectiveness of providing lower cost products compared to competitors. Wii’s service and product quality compared to competitors. 2.2.2 Weaknesses – Wii’s diminishing market share. Wii’s lack of effective innovation and the cause of its diminishing market share. Due to their decline in sales over the past year, Wii lacks available capital. 2.2.3 Opportunities – Wii provides similar products compared to competitors at a lower cost. Wii customized the extended service plan for the Wingo game. Wii introduced a new game to a new market. 2.2.4 Threats – Economic depression causes businesses and consumers to cut back on entertainment expenses. Competitor develops a similar game with improved technologic advances. Legislation to reduce number of items appropriate for assisted living and long-term care residents’ activities. 2.3 Competition * There are two main competitors of Wii products. Both are gaining market shares by introducing new technological accessories, including allowing the player to be the remote and better graphics. * Customers will prefer the Wii’s product because of the lower costs of similar products and the extended service plan included with Wingo. * Wingo will be offered to select assisted living and long-term care facilities at an even lower price than retail price for a limited time to help get the word out. * Xbox 360 offers the Kinect that allows players to be the remote. Kinect is offered at a price of $109.95. The Kinect is offered around the world at Walmart, K-Mart, Target, Shopko, RadioShack, and GameStop to name a few. The Xbox Kinect is advertised to people of all ages looking for fun and exciting ways to exercise. 2.4 Product Offering * Wingo will provide consumers with a fun and exciting way to spend time with family while building cognitive skills and abilities that can be utilized in everyday life. Wingo’s extended service plan provides peace of mind to the consumer knowing that their investment is protected. * Wingo is the name chosen for the new game because it is short and catchy. Essentially, the ‘b’ in bingo is replaced with the ‘w’ from Wii. Wingo will be positioned as an affordable entertainment and enhances cognitive skills for all ages. 2.5 Keys to Success The keys to success are designing and producing a product that meets market demand. In addition, absolute customer satisfaction is a must that Wii needs to ensure. Profitability and sustainability will be inevitable if these keys to success are met. 2.6 Critical Issues * Establish Wingo as the game of choice for assisted living and long-term care residents. * Aim for controlled growth that commands that expenses for payroll will never surpass the revenue. This will assist shielding against recessions. * Wingo is in the introduction phase of its life-cycle because it has just been introduced to the market. 3.0 MARKETING STRATEGY The key to the marketing strategy is focusing on the markets residing in assisted living and long-term care facilities. Wii can cover approximately 50% of this market because it produces other products geared toward the families and friends of each segment. 3.1 Mission * Nintendo, producer of Wii and all its games, holds a strong commitment to constructing and marketing the greatest products and services for support. It is vital not only to offer products of the utmost quality, but to give every customer our attention, and show them consideration and respect during each encounter. * The value proposition is constantly improving products and services by listening closely to our customers’ wants and needs. 3.2 Marketing Objectives * Identify the benefits to the target market from using the product and listen to their wants and needs for any improvements. * Obtain and continue a strong, positive growth each quarter * Accomplish a continual rise in market penetration * Market to successful assisted living and long-term care facilities looking to offer a different and exciting activity to their residents * Emails, mail, and phone calls to assisted living and long-term care facilities explaining the benefits of using our product * Achieve a market share of at least 25% 3.3 Financial Objectives: Skip this section for now. You will do this later. 3.4 Target Markets * The specific target markets for Wingo are assisted living and long-term care facilities’ residents. The niche market will be the residents of these facilities that need increased cognitive therapy. Another niche market for Wingo will be those residents that are unable to pay outright for the product by offering a payment plan to those residents. * The assisted living and long-term care facilities are the optimal target markets because the majority of their residents are in need of cognitive therapy. The facility could purchase the product for all residents to use during a scheduled gathering for residents. 3.5 Positioning * The needs of Wingo’s target market include improved cognition, more social interaction, more exercise, and more fun. Wingo will help to improve upon all of these needs. There is increasing evidence that suggests video games are beneficial. In September 2009 a study was published suggestive of increased brain efficiency from playing certain video games. According to Mary Ann Liebert, Inc./Genetic Engineering News, recent research proves that video games provide vital benefits for olders adults by offering cognitive stimulation and a basis for social interaction, exercise, and fun. * The key difference of Wingo from competitors’ video games is that Wingo is the only video game that is based off of the most popular game played by older adults in assisted living and long-term care facilities, bingo. The most distinguishing feature of Wingo is the game’s ability to allow up to eight players to play at one time or to allow four players to play up to two Wingo cards e ach at the same time.

Poetry Criticism Essay

Write a critical appreciation of the poem INCENDIARY by Vernon Scannell. You should comment on theme, diction, tone and structure. An incendiary is a bomb which sets things on fire, which gets across the idea that the boy was like a dangerous weapon, ready to explode at any time. This poem is about a boy who sets a farm on fire in hope that he receives the attention he has been longing for. In the first line, the poet describes the boy to have a face â€Å"like pallid cheese†. This simile is depicts the boy to look quite sick and weak. We immediately feel pity and realize that the boy is uncared for. The poet also describes the boy to have â€Å"burnt-out little eyes† implying that, with reference to fire, his eyes have died out showing that he has lost hope. The fire was huge, boiling and all-consuming, as implied in this quote: â€Å"As brazen fierce and huge, as red and gold and zany yellow. † This suggests that the fire was a multitude of colours- â€Å"red, gold and zany yellow†. It was also bold, savage and extremely big- â€Å"Brazen, fierce and huge†. The word zany also suggests it being, uncontrollable or wild. The poet shows the extent of damage caused by the fire through the quote â€Å"spoiled three thousand guineas† worth of crops. The fact that he uses â€Å"guineas† could imply that the poem was set some time ago. Scannell portrays the scene as frightening and very damaging: â€Å"Is frightening- as a fact and a metaphor†. He describes the flames as â€Å"flame-fanged tigers†. This is a metaphor in which the flames are compared to tigers; wild animals which are perceived as viscous and ferocious. These large flames are said to be â€Å"roaring hungrily†. The use of the word â€Å"hungrily† implies that the flames are consuming while the use of the word â€Å"roaring† is an onomatopoeia showing that the fire was loud. The reader no longer feels a sense of pity towards the boy because he has caused so much irreversible damage. The feeling of hostility is heightened through this quote: â€Å"And frightening too that one small boy should set the sky on fire and choke the stars†. This use of personification portrays the image of the large amount of smoke rising so high that it blocks out the stars. This could possibly be another indication of lost hope as the light of the stars is no longer visible. The poet once again tries to make us feel pity for the boy: â€Å"Such skinny limbs and such a little heart which would have been content with one small kiss had there been anyone to offer this†. This quote once again introduces the theme of neglect. His â€Å"skinny limbs† show that he is malnourished. The boy is longing for â€Å"one warm kiss† which gives the reader an idea of his motives. He is probably seeking attention, in an effort to be loved. The poem doesn’t have a particular rhyme scheme however rhyming couplets appear three times throughout the poem, one of them appearing at the end. Like this, the poet emphasises specific lines in which he may want to be particularly powerful. When a poem ends in this way after not having much rhyme throughout, it can make it more emotionally moving. Due to the lack of punctuation and the effect of the rhyming couplets that appear, the tone is quite fast which possibly indicates the short amount of time in which the farm caught fire. It may also create a lively atmosphere to bring the energy of the fire to life. In this poem, Scannell uses an exaggerated but possible example of what a child may do when he or she is uncared for. Through this he tries to show us the consequences and dangers of neglecting children and the desperate measures they may turn to.

Exposures, Financial Contracts, and Operational Techniques Essay

Exposures, Financial Contracts, and Operational Techniques - Essay Example As the research declares the transaction exposure can be hedged through three types of contracts: forward market hedging, money market hedging, and option market hedging. The forward market hedging supposes to enter into a derivative contract when the object of the transaction exposure is determined. The contract from the derivative market will be liquidated with the funds obtained from the spot market. According to the paper findings in a money market hedge, the company which is exposed to transaction exposure borrows or invests in one currency and exchanges the proceeds for another currency. The proceeds for the loan or saving account are related to business operations when the hedge is covered or they are purchased from the market at the end of the contract when the hedge is uncovered. Operating exposure can also be offset by considering changing financing policies: using natural hedges, using back-to-back (parallel) loans, and using currency swaps. The first method considers matching the currency cash-flows. The success of this practice depends of the predictability and low volatility of cash-flows. Back-to-back loans are agreements between companies from different countries to borrow each other domestic currency for the period of contract. It is actually a credit swap, because the two companies borrow the currency which will be repaid.

The importance of marketing in travel and tourism Essay

The importance of marketing in travel and tourism - Essay Example There are several factors that impact the image of a company: advertising (any paid form of performancing the ideas, production and services); personal selling (the advertising for one or several potential clients which takes place while negotiations and aimed to have long-term realtionship between the companies); sales poromotion (stimulating arrangements selling the pruducts and services); public relationship (development of the relatiuonship between the companies with the help of creating a good reputation). (Peter D. Bennet) As for air companies, it should be mentioned the the way of creating an image is the quality of the services they produce. Product is the indicator of the organization. So a great attention should be paid to the quality of products and services. According to the marketing concepts, the companies achieve the competative advantages by working out the proposals which meet the needs of the comsumers more that the competative companies do. The companies can gain the competative advantage by reducing the price, and better quality of the production. The companies should consider not only the consumers’ needs but the strategies of the competitive companies. The first step in this direction is competitor analysis – the process of defining and evaluating the competative companies. The next step is working out the competitive strategies, that would help to have a good position at the market and gain the competitive advantage. (Leslie de Chertony). In order to achieve success and just to survive companies should change their philosophy. To win a good position at the contemporary market the companies should be consumer oriented. It is impoartant to know everything not only about production but about the creating the customer value orientation. It is very important to satisfy the customer’s expectations and to define the level of satisfaction. Usually the

Persuasive Memo With Business Improvement Suggestions Essay

Persuasive Memo With Business Improvement Suggestions - Essay Example This is because the online customers will be able to access our products easily and raise views and questions at the same time. It is very unfortunate that the previous financial report shows that the company performance is not pleasing. This is because it reported a 10.3% decrease in return on investment. This shows that the profits are diminishing and an action to improve on the same is required. In order to solve this problem, I have come up with a proposal on creative ways. Persuade Cafe is a company with a good profile from its customers and the quality of its products. Also, the quality services offered to the customers are not questionable at all since their needs are met within a short time. This is clear from the survey done from 732 respondents where majority were content with our services and products. In addition, the survey shows that some customers do not know some of the products existing in Persuade Cafe like espresso drinks. Following the responses of the customers, I request the company to start advertising campaigns, improve on products and introduce new products in the market. The advertising campaigns will focus on prospective customers who are not aware of products and services offered. It will also educate the consumers on how to use the products in order to get the best result. Some of the customers are not aware on where they can obtain some of the company’s products. ... In another dimension, most of the products will be purchased due to the presence of free samples. In order to market the products widely, there is need to use media group like television, radios and newspapers. Introduction of new products in the market is another suggestion that will increase the returns. New types of coffee, tea, bakery and soft drinks will not only increase sales, but also create a competitive advantage to the company (Ober, 2007). The company will be in a position to compete with its competitors like Starbacks who also deal with almost the same products. The survey shows that there are complains on the quality of the products and services. Pastry is one product that many consumers are complaining about. Also, bakery items and espresso drinks are of low quality, which can lead to loss of customers due to lack of satisfaction. This was the main reason why the head of business development, Christopher, was disappointed by the customer survey results. In order to cat er for all consumers, I suggest Persuade Cafe to rebrand its products into small and big quantities. Since customers have different tastes and preferences, it is important to have the goods in different packages and colors. This will increase returns in the short run as well as in the long run and also attract fair competition. Having in mind that the economy is not performing well and the status of the company, this project costs a substantive amount of money, but you are assured of immediate return. Advertising, rebranding and packaging costs are all variable to the company hence easy to meet. Advertising campaigns and rebranding will enable the company maintain its current customers and attracting others. Quality products and services give the

Conferance Paper Essay Example | Topics and Well Written Essays - 2500 words

Conferance Paper - Essay Example As a result of this governments in various parts of the world have come up with creative ways of reversing this predicament. 1. Introduction Zero carbon urban design is a revolutionary move that has been favoured by many governments in the past few years with the aim of curbing the damage caused by adverse climate changes. From a documentary by Al Gore (2006), the major causes of greenhouse effect are the by-products of industrialization, and especially carbon dioxide. The level of Carbon dioxide, the main constituent of emission by vehicles, is linked to consumption of fuel by the vehicle. Due to this there is need to regulate the amount of greenhouse gases that are emitted into the atmosphere and this is effective by fuel economy. The construction of better energy efficient buildings has also been established as a way of reducing the reliance on other forms of energy which pollute the environment and has promoted environment-friendly building. Braathens (2010) seeks to show how the transport activity levels in maritime, road, rail and aviation have impacted on globalization and vice versa. This paper will focus on the various methods that can be applied to ensure zero carbon emissions as a way of improving the quality of life in the urban centres. In particular, fuel economy will be evaluated in detail to determine its application in promoting the success of zero carbon emissions from vehicular automotives. 2. Zero-Carbon Urban Centres Greenhouse gases are those that contribute to the greenhouse effect by absorbing infrared radiation, and they include carbon dioxide, chlorofluorocarbon, hydro fluorocarbon and sulphur hexafluoride among others. In both industrial and developing countries alike, cities use fossil fuels such as coal, gas and oil to produce energy and they emit greenhouse gases into the atmosphere. A zero-carbon city is a term used to refer to an urban centre that has zero emissions of carbon and other greenhouse gases and one that is unlikely to cause any harmful effect on the planet. Such a city would run completely in renewable energy as the sole energy source and it maintains an optimal standard of living while reducing the impact on the environment. The process of making an already established modern urban centre into a zero carbon city would involve reducing the amount of emission of greenhouse gases to zero and increasing the use of renewable energy above other sources. This would further be coupled by the use of renewable electricity and transport modes that have zero emission of carbon dioxide. Initiatives in Eco-Cities 1. Energy The use of fossil sources energy such as coal is one of the core reasons the planet is experiencing global warming due to the emission of greenhouse gases. An ideal eco-city would be self-sufficient in energy production and use. The use of natural and environment friendly sources of energy in a city would reduce the levels of carbon released into the atmosphere. The use of skylights and cl ear walls of glass would ensure sufficient lighting during the day and reduce the dependency on electrical power for lighting. Most of the energy utilized by an eco-city would most likely be solar energy, generated using photovoltaic panels, solar collectors and thermal tubes (McKenna 2008). A design in which streets are narrow would ensure maximum shaded areas in the city which would be coupled with wind cooling towers which would aid in

Measuring Economic Health Paper Essay Example | Topics and Well Written Essays - 750 words

Measuring Economic Health Paper - Essay Example Thus, a measure of improvement in the environment as well as measures of economic health may be used jointly to measure or assess development. Some of the more important measures of economic health are the Gross Domestic Product (GDP) and the Gross National Product (GNP). The GDP refers to â€Å"the value of final goods and services produced† (Dornbusch et al., 2008, p. 36). The qualification â€Å"final† is used to avoid double counting because counting the tire, for example, may double count with the value of the car. Dornbusch et al. (2008, p. 36) emphasized that that the GDP consist of the value of goods currently produced. Thus, for each year for example, the GDP refers to the goods and services produced during that period or year. GDP is measured annually. The GDP is a concept or measure similar to the GDP. However, while the GDP refers to the goods and services produced in a country that may include both the value of output from both citizen and alien producers, the GNP refers to the goods and services produced by citizens or nationals. Thus, the GNP also covers the production of goods and services by nationals or citizens abroad. ... For example, Real GDP or GNP in 2010 prices measures the GDP or GNP using year 2010 prices. For these, economist use a variable known as GDP or GNP deflators that convert all GDP and GNP of all years into the GDP or GNP values of year 2010. For each year, there can be specific GDP or GNP deflator that can convert the GDP or GNP into a particular year. Nominal GDP or GNP refers to GDP or GNP measures in a particular year using prices of that year. Through the real GDP and GDP over several years, economists are able to assess whether a business cycle exist as well as determine the period which constitute a business cycle in which there is cycle of relative slump and recovery. One theory in economics holds that there is an equilibrium real business cycle (Dornbusch et al., 2008, p. 553). The theory asserts that â€Å"fluctuations in output and employment are the result of a variety of real shocks that hit the economy, with markets adjusting rapidly and remaining always in equilibriumâ €  (Dornbusch et al., 2008, p. 553). Dornbusch et al. (2008, p. 553) clarifies that the real business cycle theory is a result of a perspective known as the â€Å"rational expectations† approach in economics. The rational expectations approach in economics assumes that economic agents are rational and use all available information, including forecasts and past experience in anticipating the direction of the economy and in response to that direction, their behavior or action in that economy. Economics bodies in the government determine fiscal policy. Usually, several bodies in government determine or are tapped to determine fiscal policy. In the United States, one such body is the Federal Reserve Board. The Chairman of the Federal Reserve Board, for instance, may be

Exam Final Essay Example | Topics and Well Written Essays - 500 words

Exam Final - Essay Example The Bacchants’ rituals were described as wild, rapturous group encounters, drunken ecstatic cavorting, driving them wild so they do not recognize their own children – these all apply to the drug culture of the present day, and in a sprawling and progressive metropolis such as New York City the spread of such a culture is indeed menacing. Thebes, like New York now, was a premier city, prime target from external influences both beneficial and harmful. Pentheus, like New York City’s authorities, was watchful of harmful coercive forces that could threaten the lives of his subjects (citizens), and thus would do anything to resist them and preserve the peace and security of their jurisdiction. The most exciting moment in Oedipus was that point when the first shepherd was summoned to divulge what he knows about the infant he was tasked to expose to die. He haltingly and fearfully admits he did not kill it, and suspensefully tells Oedipus that the child was none other than him, the son the Laius. This is the high point on which the play turns. This is the most exciting moment because, as in a detective story, it solves the mystery and from that point on, everything falls into place. Before this point, Oedipus’ life is pleasant, prosperous and righteous because he is oblivious of any wrongdoing. After this point, he becomes stained, polluted, deserving of being blinded, exiled, and detested – all because of something done in the past and beyond his control. The tragic dramas have a basic structure and formula. The tragic hero is one who is not entirely morally superior to the average man, to whom the audience can identify. He is subjected to the irrational and sometimes oppressive whims of the gods, which he cannot avoid. He suffers punishment, despite his innocence, and herein the drama revolves. However, despite his tribulations he emerges nobler and

Assignment in medicine Essay Example | Topics and Well Written Essays - 500 words

Assignment in medicine - Essay Example concerns, commitments, behaviors, and attitudes of the pharmacists on the delivery of drug treatment with the aim of attaining definite therapeutic results towards patient health and quality of life. These results are preventing a symptomatology or disease, slowing or arresting the disease process, reduction or elimination of a patient’s symptomatology, and the cure of a disease (Berenguer et al., 3939) The opportunity of the pharmacy’s to mature as a profession through accommodating its social responsibility to minimize drug-related mortality and morbidity is explored. Pharmacy has shown the apothecary function, but has not yet been reinstated to its erstwhile significance in medicinal care. Once the pharmacists deliver medicinal care to the patient, by establishing the treatment with a non-prescription acts or drugs within an institution on a given therapy, the standards of the pharmacist’s actions must fit in with state pharmacy principles founded on the International Pharmaceutical Federation (FIP) Guide to Good Pharmacy Practice. This can be enhanced through literature and research of the drug to determine which one is best for a particular situation. It is not adequate to give out the right drug or to deliver sophisticated medicinal services, nor will it be enough to invent new technical tasks. Pharmacists and their associations should stop viewing inward and st art readdressing their energies to the larger social good. In 1987, some 15,000 hospitalizations and 12,000 deaths due adverse drug reactions (ADRs) were conveyed to the Food and Drug Administration and several cases went unreported (Hepler, 1495). Drug-related mortality and morbidity are normally preventable, and medicinal services can minimize the length of hospital stays, the number of ADRs, and the cost of care. Pharmacists should abandon factionalism and implement pharmaceutical care that is patient-centered as their values of the practice. This in turn comprises of three functions:

War on terror Essay Example for Free

War on terror Essay The statement, â€Å"One man’s terrorist is another man’s freedom fighter,† has become a great obstacle in war on terror. In the struggle against terrorism, the problem of definition is a crucial element in the attempt to coordinate international collaboration, based on the currently accepted rules of traditional warfare. Due to that reason the herein literature review includes a work which deals with the legal issues related to terrorism. The relevance of works related to the direct war on terror to this review is obvious. In particular this review includes the works dedicated to the general outline and principals of the study of terrorist organizations as well as works dealing with the study of financial activity of terrorist organizations. The first work under review is the book Terrorism and Organized Hate Crime: Intelligence Gathering, Analysis, and Investigations by Michael R. Mpa Ronczkowski. (2004) Material in this book can provide personnel of different services with an understanding and approach for gathering intelligence and conducting analysis on terrorism-related matters. For me personally this work is valuable due to its clear classification of terror activity. The author distinguishes the following types of terrorists’ activity: Political terrorism, Ecological terrorism, Agricultural terrorism, Narco terrorism, Biological terrorism, and Cyber terrorism. Besides the author defines and presents the peculiarities of each of the type. The important element of the work is that it describes the history and roots of modern terrorism. The book is also distinguished by the wide scope it covers, it doesn’t limit only to the terrorism in the Asia but also deals with domestic terrorism. In case with the USA the author claims that evolution of domestic terrorism, organized groups such as gangs and crime families have a long-standing presence in the U. S. The genesis of domestic terrorism lays in hate. And finally the author suggests the way to distinguish common criminal actions from terror. The criminal group with clear hierarchal structure is a distinguishing feature of terrorism. The article Terrorism, Counterterrorism and International Law examines terrorism and counterterrorism from the point of view of international law. The work highlights the legal vagueness of the notion of terrorism. Thus this work continues an issue discussed in the previous work. The author poses the two disputable questions one in the context of Israel/Palestine: â€Å"Israelis call suicide bombers a terrorist Palestinians call them a martyr. Who is right? † and another one â€Å"Why is the attack on the Twin Towers called terrorism, while the bombing of a hospital in Kabul is not? † International law appears to be unable to give a clear response to these questions. Nevertheless, the author observes that according to the up-to-date situation with international law in certain cases it can identify terrorism. So, the taking of a hostage for the purpose of obtaining the liberation of a political prisoner fits the definition of a terrorist act. The same crime committed solely for the payment of ransom does not. The hijacking of the four planes on September 11 was a megaterrorist act. It is questionable; however, whether the hijacking of a plane bound for Florida to enable the hijacker to land in Cuba fits the general view of terrorism. The search for appropriate methods of fighting terrorism must necessarily include the understanding of the motives that guide the terrorists in their actions. The article Understanding, Responding to and Preventing Terrorism makes an attempt to explain the roots for the terrorism directed at the United States, and the rage that fuelled the attackers on September 11. The author defines the most significant among the reasons that cause such violent attitude towards American nation. Thus he points to the globalization of poverty, Washingtons continued support for Israels treatment of the Palestinians, U. S. bombing and sponsorship of the devastating economic sanctions against Iraq, and the alliance between the United States and Arab monarchies such as Saudi Arabia, where the U. S. maintains a significant military presence. Analysing causes of terror he differentiates certain types of terrorism such as individual terrorism; International State terrorism; State regime or Government terror and some others. However, the author does not focus solely on the faults of the nations that generate terrorist groups but claims the responsibility for the United States bombing of Afghanistan and Israels massacre of the Palestinians which violated international law as well as questions lawfulness of an invasion of Iraq. Finally, this work offers useful suggestions, in the context of international law, for creating peaceful alternatives to respond to terrorism and to deter it in the future. The next work under revision is the journal article State Terrorism and Globalization: The Cases of Ethiopia and Sudan by Asafa Jalata. The article scrutinizes the essence of state terrorism in Ethiopia and Sudan in regional and global contexts. Nowadays Ethiopian and Sudanese states have been formed, consolidated, and maintained by state terrorism and global connections. The Ethiopian state was created by the alliance of Abyssinian (Amhara-Tigray) dependent colonialism and European imperialism, and the Sudanese state by British colonialism known as the Anglo-Egyptian condominium. The work is significant by the study of historical background to the processes of state formation in the two countries. It also explores the global, regional, and local processes through which the modern Ethiopian and Sudanese states emerged. The examinations of connection between terrorism, globalism, and the process of racialization and ethnicization of state power may appear helpful for exploiting a rational means for fighting terrorism. Finally article is useful by its conclusion that in these two countries there can be no multicultural or multinational democracy, peace, stability, or development without removing the conditions that have facilitated external dependency and domestic terrorism. The September 11 attacks constitute a virtually unprecedented threat to security of the modern society and way of life. The attacks have thus evoked a natural demand both for retribution and for measures to keep people safe. The article The Death Penalty an Obstacle to the War against Terrorism? by Thomas Michael McDonnell deals with a fundamental question, namely, whether, as a matter of law and policy, the federal government should use the death penalty against those found to have been involved in the September 11 attacks, in particular, and, more broadly, against those who belong to or have allied themselves with al Qaeda. Meting out the death penalty to international terrorists involves difficult moral, legal, and policy questions. The September 11 crimes were not only domestic crimes, but also international ones. Yet most countries in the world have abolished capital punishment. None of the four currently operating international criminal tribunals is authorized to impose a death sentence. In addition, the advent of the suicide bomber turns the deterrence justification for the death penalty inside out. Might the death penalty help create martyrs rather than discourage similar attacks? Could the imposing the death penalty increase support in the Islamic world for al Qaeda and other extremist groups? These are the question the author raises in this work. The article examines these questions in the context of the Zacarias Moussaoui case, the supposed twentieth hijacker, who, on September 11, 2001, had been held in custody for twenty-six days. It mostly deals with criminal liability imposed not on the actual perpetrators, but on accomplices and co-conspirators, secondary rather than primary actors, discusses current American law and supports the idea of death penalty as one of possible way to prevent or at least impede terrorism. And the last work under consideration is the article by Zachary Abuza Funding Terrorism in Southeast Asia: The Financial Network of Al Qaeda and Jemaah Islamiya. The author here points out to one of the most influential factor that hinders the war on terrorism as a financing of terrorist organization. Thus he asserts that mechanisms for funding terrorism have continued unabated in Southeast Asia, and to date no terrorist assets or funds have been seized in the region. The knowledge of the financial aspects of terrorists’ activity may considerably accelerate the solution of this painful problem. For example, Al Qaedas financial basis was built on a foundation of charities, non-governmental organizations, mosques, websites, fund-raisers, intermediaries, facilitators, and banks and other financial institutions that helped finance the mujiheddin throughout the 1980s. This network extended to all corners of the Muslim world. The goal of counter-terrorism is to constrict the environment in which terrorists operate and their logistical and financial support networks is one of the most important elements of this environment. This will restrict terrorists’ means to travel, communicate, procure equipment and conduct attacks. This is, as the author suggests, arguably the most difficult part of the war on terror, as terrorist organizations use myriad ways to fund their operations, legal and illegal, overt and covert, with paper trails or without. He finally arrives to the conclusion that tracking this funding has to become a priority for law enforcement or counter-terrorist officials. To assist this investigation he provides with comprehensive account of the way such organizations like Jemaah Islamiya, Al Qaeda get financed. To conclude this critical bibliography I’d like to note that international law is still unable to give a well-defined, clear definition of terrorism. Thus basing only on the international law it is impossible to win the war on terrorism. This war demands the use of such notions as universal human values and justice which are considerably wider than any law and what is more at some circumstances contradict law. But only incorporation of human aspect into the legal process can help to defeat terrorism. Bibliography RONCZKOWSKI, Michael R. Mpa Terrorism and Organized Hate Crime: Intelligence Gathering, Analysis, and Investigations. Boca Raton, FL, CRC Press, 2004. WEISS, Peter. Terrorism, Counterterrorism and International Law. Arab Studies Quarterly. : 2002: 11+ COHN, Marjorie. Understanding, Responding to and Preventing Terrorism. Arab Studies Quarterly. 2002: 25+ JALATA, Asafa. State Terrorism and Globalization: The Cases of Ethiopia and Sudan. International Journal of Comparative Sociology, 46 (1-2): 2005: 79+ MCDONNELL, Thomas Michael. The Death Penalty an Obstacle to the War against Terrorism? Vanderbilt Journal of Transnational Law, 37 (2): 2004: 353+ ABUZA, Zachary. Funding Terrorism in Southeast Asia: The Financial Network of Al Qaeda and Jemaah Islamiya. Contemporary Southeast Asia. 25 (2): 2003: 169+ Retrieved April 04, 2006 from http://www. asiamedia. ucla. edu/article. asp? parentid=7520

Landmark Discoveries in Healthcare: An Overview

Landmark Discoveries in Healthcare: An Overview Cynthia Lane Newborn cured of HIV: A woman from Mississippi gave birth to a child that contacted HIV from its mother. The woman was not aware she had HIV and doctors did not take precautions to test her for it. Just after the infant was born it showed signs of being infected with the virus. At the University of Mississippi Medical Center, a Dr. Hannah Gay and her staff decided to take a big chance by giving the infant a three anti-HIV combination drug cocktail. To their surprise the infant has been HIV free for two years after birth. The infant does not show any signs of the infection in its body even though the child is not on any medications after the fact (Subramanian, Oct. 2013). New Changes on Cholesterol Treatments more People on Statins: The American College of Cardiology and the American Heart Association, feels if people were to take statins, cholesterol-lowering drugs this would prevent the first heart attack or stroke events. The outcome would benefit if the patient does not have heart problem history, with factors on gender, sex, age, smoking history, blood pressure cholesterol levels or is a diabetic (LaRosa, 2001). A Home Pregnancy Test for the first time that Tells How Pregnant You Are Approved by Food and Drug Administration, the Clearblue Advanced Pregnancy Test can tell you in estimate weeks how far you are in your pregnancy (Gallagher, May, 2013; Shoukhrat, 2001-2014). Embryonic stem cells: Advance in medical human cloning A professor Shoukhrat Mitalipov at the Oregon Health Science University, who cloned Dolly the sheep back in 1996. Professor Mitalipov used the same process but this time he used human skin cells he were hollowed out, he successfully stimulated the egg to electrically and chemically the egg divided and produced an embryonic stem cells. The embryonic stem cells would be used to create body tissues and organs that may be used to treat Alzehimer’s, diabetes and heart disease (Gallagher, May, 2013; Shoukhrat, 2001-2014). One Dose instead of Three Doses of Vaccine May be Plenty to Protect Against HPV The HPV-human papillomavirus vaccine is given to girls and boys between 11 and 12 years old to protect them against genital warts and cervical cancer. At first the children would have to have three shots (immunizations) of the vaccine to be effective; half of the children are not returning to their physician or clinic to complete the series. A group of international researchers confirmed that one dose of the vaccine can generate an increase of 24 times of antibodies in the body which would be enough to protect them from HPV and the risk of cancer would be lower (Sifferlin, Nov. 2014). New Hair Growth Research Columbia University, researchers says transplanting hair follicles upside down can produce new hair growth. Patches of foreskin from circumcised babies are used because they do not have hair follicles. The foreskin is inverted and takes root to produce hair (CU Researchers, 2013). Poop Pill Dr. Thomas Louie of the University of Calgary, created a gel capsule that is made of bacteria found in poop. Our bodies have microbes in our gut that help digest our food and fight other disease-causing microbes. The gel capsule is best used to cure Clostridium difficile infection, which is called for short C diff, this is a very contagious intestinal infection which causes diarrhea and deadly inflammation of the colon. Less than 30 patients were tested with this gel capsule and have not experienced any recurrent symptoms of the C diff infection (Marchione, Oct. 2013). Changing Poor Quality Eggs to Healthy Eggs Stanford University researches elaborated a technique for women with poor quality eggs to make healthy, mature eggs from their own eggs. The researchers would remove a piece of ovarian tissue or an ovary and treat it with proteins and other factors in the lab. The tissue would be recharged then re-implanted close to the fallopian tubes. Five out of 27 women produced healthy eggs, one gave birth to a healthy baby, and one woman became pregnant (Sifferlin, Sept. 2013). New Genes Linked to Alzeheimer’s There are 24 genes now known associated with Alzheimer’s, the discovery involves inflammation and the body’s immune responses. They are associated with the brain changes of Alzheimer’s researchers will target drugs that would potentially treat memory loss symptoms and dementia which is a mark of brain disorder (Paddock, Oct. 2013). Parkinson’s Disease Detected Early Scientists feel by detecting Alzheimer’s and Parkinson’s as early as possible this would identify their disease and be able to intercept with treatments. Panel of proteins of spinal fluid can help scientists identify the first stage of the disease. By controlling the symptoms in their early stage of the Alzheimer’s and Parkinson’s disease, experts hope to launch new studies to make drugs that failed obsolete (SpiritIndia, 2006). References Gallagher, James; Health and science reporter, BBC News (15 May 2013) http://www.bbc.co.uk/news/health-22540374 Mitalipov, Shoukhrat (2001-2014 Oregon Health Science University) Oregon National Primate Research Center Oregon Stem Cell Center Departments of Obstetrics Gynecology and Molecular Medical Genetics Oregon Health Science University http://www.ohsu.edu/xd/research/centers-institutes/stem-cell-center/mitalipov-lab/ LaRosa, MD, John C; From the State University of New York-Downstate Medical Center, Brooklyn, New York (Circulation. (2001);104:1688-1692doi: 10.1161/à ¢Ã¢â€š ¬Ã¢â‚¬ ¹hc3901.096665). Prevention and Treatment of Coronary Heart Disease: Who Benefits? Circulation is published by the American Heart Association http://circ.ahajournals.org/content/104/14/1688 Marchione, Marilynn —Oct. 3, 2013; PILLS MADE FROM POOP CURE SERIOUS GUT INFECTIONS AP News: http://bigstory.ap.org/article/pills-made-poop-cure-serious-gut-infections Laird Harrison (October03,2013) Fecal Transplant Pills Effective for C difficile.Medscape.Oct03,2013. http://www.medscape.com/viewarticle/812079 One Dose of HPV Vaccine May Protect Against Cervical Cancer | TIME.comhttp://healthland.time.com/2013/11/04/less-is-more-one-instead-of-three-doses-of-hpv-vaccine-may-protect-against-cervical-cancer/#ixzz2r9isNIYr Paddock PhD, Catherine; Monday 28 October 2013- Scientists discover 11 new Alzheimers risk genes; http://www.medicalnewstoday.com/articles/267998.php Researchers transplant human hair onto mice using infant foreskins PUBLISHED: TUESDAY, OCTOBER 22, 2013, 5:28 AM UPDATED: TUESDAY, OCTOBER 22, 2013, 10:29 AM http://www.nydailynews.com/life-style/health/researchers-transplant-human-hair-mice-article-1.1492475#ixzz2r9kVxUHl Sifferlin, Alexandra(Nov. 04, 2013) http://healthland.time.com/2013/11/04/less-is-more-one-instead-of-three-doses-of-hpv-vaccine-may-protect-against-cervical-cancer/ Sifferlin, Alexandra (Sept. 30, 2013- New Hope for Infertile Women: Healthy Eggs http://healthland.time.com/2013/09/30/new-hope-for-infertile-women-healthy-eggs/ New Procedure to Induce Egg Growth Gives Fresh Hope to Infertile Women | TIME.comhttp://healthland.time.com/2013/09/30/new-hope-for-infertile-women-healthy-eggs/#ixzz2r9o9nOPw Subramanian, Courtney; Oct. 23, 2013; Newborn ‘Functionally Cured’ of HIV Remains in Remission. The revelation comes 18 months after all treatment ceased Newborn ‘Functionally Cured’ of HIV Remains in Remission | TIME.comhttp://healthland.time.com/2013/10/23/newborn-functionally-cured-of-hiv-remains-in-remission/#ixzz2r9RG4A7W