The Building Of Brand (Nike)

This shoe placed Nikkei on the map, and after it came out, all other brands had to offer similarly shock-absorbent soles. In 1972, Phil Knight (Nines founder and current CEO), was able to convince several marathoners to wear Nikkei shoes during the Olympic trials in Eugene, Oregon, where the company started. Later, Nikkei ran a campaign saying that â€Å"Nines were worn by four of the top seven finishers†. Sponsorship had begun. In October 1 982, Nikkei aired its first three national television ads, during the broadcast of the New York City Marathon.They ran TV commercials cause back then it was so easy to target their audience: most of them would be watching the marathon. There were fewer channels and fewer media outputs. About Nikkei & Product Positioning Nikkei was named after the Greek goddess for ‘Victory'. Today, it dominates the global sports footwear market. The company started focusing on making running shoes, but over time they became associated with the athlet e subculture, which allowed them to expand into other areas. They learned they had to stay within the athletic category though -they tried selling everyday shoes and it didn't work out.Currently, it's the largest seller of athletic footwear and athletic apparel in the world, with over 700 stores worldwide, over 40,000 employees and generating more than $21 billion a year in sales. It's recognized everywhere by their trademark â€Å"swoosh† logo. History Brand Overview Nikkei advertising has become one of the most effective emotional branding examples in the marketing world today. They use the old technique of Heroism to inspire customer loyalty all over the world: the battle is between our lazy side and our healthy side. Our laziness is the villain, and we become the heroes.We all see the hero in ourselves, and therefore this message appeals to everyone on the planet. The brand strategy isn't to make you think you need Nikkei gear in order to succeed, but that you actually wa nt it because you succeed. The product is downplayed, and the ego of the customer is lifted up. The Product Dream We are all athletes. We are all heroes. We achieve great things. We win, every single battle. Garage Newell talks about a 5-step formula, that he claims is present in every Nikkei commercial, and it shows the hero overcoming great struggles. That's the promise: you are a winner, that's why you choose Nikkei.

International and Strategic Marketing Essay

The globalization of business markets from domestic to international has generated a unique competitive advantage for all the organizations whose products and services are being welcomed by the customers all around the world demanding mass marketing efforts. In this regard, marketing research in the international environment is having different methodology and complications with respect to geographical boundaries of a specific country in which penetration and development of a product is required. Therefore, an international market planning with strategic aligned goal, for development in the global world should be the objective of marketers to captivate international market leadership. Introduction The gravity of globalization in today’s modern era in the business world is increasing enormously due to faster means of communication, transportation, technology, and rapid financial streams. The product that is being produced in a specific region does not have limitations of boundaries. A Russian student can be wearing Italian T-shirt, driving in a German car going to meet his friend in a Chinese restaurant. This example is not astonishing because it is a general practice and nowadays everybody can illustrate the true meaning of world global market place. Hence, marketers are required to analyze this gravity of globalization and have to consider international marketing in their strategic goal of marketing plan. Marketing is the well known concept of anticipating customer need or demand then analyzing how marketers are going to fulfill that demand or need and finally satisfying customer need or demand. If the customer is really satisfied by gauging the ultimate benefit from that product or service provided by the marketer than it develops a sense of strong relationship between the customer and the organization, in which the organization give value to the customer and in return customer give value to them by building a strong profitable relationship (Kotler, & Armstrong, 2008). International marketing concept is also the same as the general defined concept of marketing but the methodology to enter and penetrate in the international market is not the same as it is in domestic marketing. Indeed the tools and skills to enter in the international market is same but their application differs due the factors which include economy, political and legal system, and most importantly culture and buying behavior of the nation. Hence, the ideology of international marketing can be gauged in this way that the organization which offers its products and services by planning, pricing, promoting, and distributing to more than one nation other than domestic market to earn higher profit   (Cateora et al., 2002). Internationalized Business Operations Many potential organizations tend to bring their operation on global level rather than national level. When the companies move to internationalization the complexity and sophistication of operations change enormously. The basic guidelines for the companies orienting in international market are described by EPRG framework (Wind, Douglas, & Perlmutter, 1973). This framework deals with four types of orientation of company going to international market which are: a. Ethnocentrism: In this type of orientation, top management is highly focusing on domestic market as compared to foreign market because its products have already stable and reasonable demand in domestic market. Company considers their foreign sales as surplus to their domestic sales. b. Polycentrism: It is the attitude which arises when the company recognizes that its multi domestic products strategies would not be successful in the host country if the orientation method is same as domestic orientation. Hence, a different marketing program to enter in the international market is required by the company. c. Regiocentrism: In these stages company identifies the similarities of the entire region and enters the regional market by developing integrated strategies of marketing. Such types of orientation capture geographically and economically integrated region such as NAFTA and European Union. d. Geocentrism: In this type of approach company consider the entire global market as its potential market place. This is one of the most important and critical type of approach when companies make single policies for the entire world market. The organizations should have prior focus on going globally because this approach has a great future. Hence, it is proved as well that organizations which are growing globally have gathered tremendous success in the past decades.   International marketing environment An optical company introduced eye glasses in Thailand by running advertizing campaign of cute animals wearing glasses. The advertisement featuring animal was a pathetic choice as in Thailand animals are considered to be the sign of low life and was not respectful for Thais to take that thing which was being used by animal due to which the company had to suffer a loss in spite of modern and unique design of their product (Payne, website). So the main fault was of the company’s marketing research team that they did not gathered   appropriate knowledge of Thai culture and have misjudged the society in which they are going to enter. They did not realize the fact that the marketing environment would be different from the domestic market in which they have achieved the strategic position. When the organization takes the decision of going beyond the domestic market then it needs to cater that there will be significant national differences which will create a different marketing environment than the one it is serving now. This reflects the very fact that the research is need to be conducted in those highlighting factors which will affect its strategic marketing goals. There are many ways by which research can be conducted out of which asking question is the most effective one by which an appropriate answer is obtained (Kumar, 2000). Marketing Research in Saudi Arabia If the analysis is conducted on the differences of factors in the international marketing environment of a country named as Saudi Arabia then it is observed that the main highlighting factors which are to be considered in doing research and which differentiate people of one nation to another are discussed below; a. Culture: Nation with different cultures has different traditional values and demand those products which are not vulnerable to their culture. Saudi Arabia is a Muslim country having Arabs traditional values, they will highly support and promote the product in Saudi market which will either promote their culture or at least accept their culture. b. Economic condition: The economic condition of the nation should be highly considered in marketing research because it defines the purchasing power of the customer which is the main origin of marketing. In Saudi market maximum companies offer luxurious and expensive products because the purchasing power of the nation is high because of rich government having vast amount of natural resources. c. Racial differences: It defines the different physical features of the nation. Like the cosmetic product would be different for the customers of Saudi Arabia as compared to the customers of U.S.A. It is located in such region of Asia in which people have generally different colored skin which is opposite to U.S. nation which do not have the same skin as Saudis’ have. In this regard, the marketing program for the Saudi nation for particularly cosmetic products would be different from that of U.S.A. d. Climate: It defines the different meteorological condition of the country because it has a great impact on the products which have seasonal demands. Saudi Arabia is considered as the hot climate country in which temperature normally rises to 55 0F. For such a hot weather country marketers have taken that as opportunity for them and have introduced such air conditioning system which can sustain the temperature of Saudi Arabia. There would be consider an immature marketing program if the products which are not suitable with the climate of the country are introduced because they are not compatible for that region neither they have market demand in that region. e. Religion: It does reflect in the marketing, in the sense that the product whose ingredients are controversial. In Saudi Arabia the concept of Halal food restricts the entire food manufacturers to penetrate in its markets that violate it and in the same way alcoholic drinks are also not allowed because of their religious jurisdiction. f. Language: In international marketing research, it is one of the most important aspects because it is the effective means of communication and if it is not used in appropriate manner, can cause reverse affect on marketing efforts. Arabic is the native language of Saudi nation and mostly they are unable to understand English, which is a universal language. So, the marketers have analyzed that their all promotion efforts should be translated in Arabic so that the customer really get to know that what the product all about is. Similarly, there are also other factors which marketers have to analyze in the international marketing research mode of environment it has targeted like market facilities and capabilities, political stability of the country, nation psyche etc.

Child Abuse in America Research Paper Example | Topics and Well Written Essays - 1250 words

Child Abuse in America - Research Paper Example Most of the children go through various forms of domestic abuse but are unable to complain due to lack of awareness and overdependence. In other parts of the world especially in Africa, child abuse is associated with human trafficking and child labor. Effects of child abuse and neglect are many. They range from short term to long-term consequences. Children going through abuse are more likely to be antisocial and depict behavior related to those who abuse them. Child abuse can take many facets including emotional, physical, sexual, and neglect. Effects of child abuse affects children later in life. This paper seeks to discuss child abuse in America. In America in 1997, over three million children were reported to child agencies for undergoing abuse or neglect (National Child Abuse Statistics Web). This number continues to rise. Fifteen out of a 1000 children are abused yearly in America (National Child Abuse Statistics Web). At the same time in 1996, over a thousand children died due to neglect and abuse (National Child Abuse Statistics Web). According to child protective service in America, neglect is the most likely form of child abuse. This is followed by physical abuse, while sexual abuse takes third place. Other forms of abuse appear to be minimal in America (National Child Abuse Statistics Web). Parents contribute significant number of those whom abuse children regularly. They comprise of over 80% of the total population. Only about ten percent of those not related to children perpetuate abuse or neglect (Kufeldt and McKenzie 20-25). Females are also listed as major contributors to maltreated children. They constituted over 60% of the total population while male were merely 50% (National Child Abuse Statistics Web). This is in agreement with the fact that female majority are the primary caregivers. Male are listed as most likely to abuse children physically most to gain sexual favors. Sexual abuse is particularly high in girls than in

All Peptide Hormones after Cell Function by Phosphorylation, while Essay

All Peptide Hormones after Cell Function by Phosphorylation, while Steroid Act by Alerting Gene Expression - Essay Example For instance, endocrine signaling involves the secretion of specific hormonal signals in the blood stream which are then distributed to other parts of the body. The first messenger molecule cannot pass through the target cell membrane, but instead are bound by specific receptors. Intracellular communication takes place when receptors activate secondary messengers or signaling proteins which convey those signals through chemical reaction to the nucleus of the cell (Marks, 2008). Proteins are the key signal processors in a cell. The incredible structural flexibility and chemical reactivity offers characteristic signal transduction property i.e., signals movement inside from outside of the cell, to all proteins. The input signals allow conformational changes in the structure altering the specific protein functions and cellular activity. Proteins capable of binding to a phosphate molecule are called phospho-proteins, and play a central role in the signaling pathway regulating various cel lular processes. Protein phosphorylation or phosphoregulation is a reversible process which regulates the protein function by covalent modification. To switch between phosphorylized and dephosphorylized states, specific kinase (tyrosine, serine/threonine) and phosphatase enzymes act respectively. Phosphorylation may either increase or decrease activity depending on specific type of enzyme. The affinity towards interacting cohort protein, enzymatic action, and subcellular localization and other functional changes are altered by protein phosphorylation (Goto, Kiyono and Inagaki, 2007). As a signaling molecule, proteins have a receiver and a transmitter module. In order to recognize and decode a specific signal, the receiver requires prior information for that signal which has to be either obtained or is genetically fixed. To coordinate signal and its exact implication, differentiation occurs exclusively in the receptor cells or target proteins. For instance, adrenaline hormonal signal has different meanings for different target tissues or target proteins control various functional consequences of phosphorylation. The intercellular signaling molecules including peptides, amino acids, amines and proteins cannot enter cell membrane and thus interact with receptors on the surface. The output signal transduction in receptor proteins results in a conformational alterations which are then differentiated by other signal transducing proteins along the pathway such as G-proteins. The chemical interactions taking place as a result of signal reception are not definite sequences, but rather diffused and complex excitation patterns (King, 2012). The hormones secreted by endocrine tissues get attached to particular plasma carrier proteins and composites are then distributed to distant parts. The receptors in the responding tissues have very high affinity for hormones and regulate metabolism of target through a coupled process. The receptors for amino acid and peptide hormones are mostly present on the cell membrane. Signal transducing receptors are classified into receptors with ability to enter cell membrane such as tyrosine kinases, tyrosine phosphatases and serine/threonine kinases, serpentine receptors which are coupled such as adrenergic and odorant receptors, and nuclear or intracellular receptors such as steroid

The efectivness of our court systems Research Paper

The efectivness of our court systems - Research Paper Example However not much ray of hope can be ascertained because one can encounter a number of problems left, right and center within these ranks and specifically within the United States of America. Within the domains of the United States, as statistics have proven, in 2006-07, adult criminal courts processed around 372,000 court cases which involved 1,080,000 charges. These figures were more or less unchanged as one compares the same with 2005-06. The number of cases that were termed as complete from the criminal justice domains was therefore slow but work was underway all the same. The delay process is so lengthy that a number of suitors find it hard to comply with the cases, asking them to drop the case and move on with life. The effectiveness of the court systems therefore takes a nosedive, and this is one aspect that must be properly understood before moving ahead any further (Vanhala, 2011). What is staggering to state the least is the fact that males are accused more than their female counterparts. United States has seen that around 78% of all involved were males while the remaining 16% were females within the adult criminal court cases, which saw an undisclosed 6% not naming the gender that was involved. How cases get processed within any court system in the world is something that one needs to properly comprehend and that too in a quick way (Clear, 2009). Bringing an accused to trial is one of the most significant pointers that one can think of when understanding the nuances linked with the court systems. Since this is a fundamental principle within a number of criminal justice systems of the United States courts (Kostulski, 2011). Whether or not the court systems are doing their jobs properly could easily be ascertained from the fact that there is immense disharmony within the related realms. The court systems need to be made tougher so that the offenders cannot take the entire criminal justice system for granted. United States needs to broaden the horizon th at surrounds the thinking of working along the court systems where the accused find more time than the party which has been hard done by. One can think of these regimes as being subverted due to the fact that the entire incorporation of the court systems has been ransacked as the ‘system’ metaphor is flawed. If stricter measures are ensured within the United States court systems, it will mean that the effectiveness of the same would be guaranteed to a greater extent than these are at the present. There would be less repeat offenders and such individuals would be discouraged before undertaking an offensive act which might ruin their reputation, careers or just about anything which is deemed as significant for their entirety (Apparicio, 2008). Stricter measures would ensure within United States that there is harsh compliance with the rules and laws of the land and the court systems would not go astray as far as the work realms of the court systems are concerned. There wou ld be immense significance on the way the United States courts are being held and the manner in which their work is being manifested, day in and day out. Within United States, the aspect of the punishments being harsher in this day and age holds a great amount of significance because

Sustainable hospital and the healing process Annotated Bibliography

Sustainable hospital and the healing process - Annotated Bibliography Example One of the strength of the motivating programs is that its’ automation makes it easier to identify individual merits and reward them accordingly. Compliments and other recognitions should be posted there to motivate them. Communication with employees from wherever they are makes them feel part of the company as they feel more appreciated and derive a sense of belongingness. This should continue being exploited at all times. Some weaknesses have also been noted in the discussion section. One of these entails shortcomings in communication. Employees should be made part of the decision-making team to ensure they feel obligated to work for a hospital. A hospital should also outsource some required services especially in recruitment programs to allow them cope with the challenges fostered by motivation programs. Abstract - The study recognizes that the concept of design has an effect on a patient's healing process. In the study, substantial evidence presents that the design of medical institutes influence the health outcomes of patients, as well as recruitment and retention of the hospital staff. In addition, the concept of design also affects the efficiency of how care is being provisioned. In United Kingdom, primary health and social care is being prioritized due to the ageing population of the country. Summary - The purpose of the study is to incorporate an environment that would deliver safety, efficiency and quality that is flexible to changing delivery patterns in the provision of care. Strengths - The journal article is concise, thorough and properly formatted. It began with the topic in which it aimed to discuss, which was followed by the issues and challenges that cause the need for such a topic to be tackled. The author elaborated on the existing condition of modern health care, as well as the current trends' impact on the environment and the peoples' well being. With that, the author introduced the concept of sustainability. Empirical studies that would support the information presented were included through the incorporation of best practices that are present in health care buildings, neighborhoods and cities. A succinct analysis had been applied in regards to assessing what needs to be modified, along with a proposed action plan that could help resolve existing issues in healthcare. Weaknesses - The researcher believes that the journal article has no notable weaknesses. Dyson, F. (2007.) Many colored glass: Reflections on the place of life in the universe. F reeman University of Virgina Press. Abstract - Among the several factors that can be attributed to the degradation of the environment, global warming, or the gradual increase in the earth’s temperature is one of the single most important drivers of this change. Global warming is a phenomenon perpetrated by the increase in emission of greenhouse gases. These gases are most significantly released during the burning of fossil fuels, and human beings as a group are the greatest emitters of greenhouse gases. Summary – an organization will maintain the efforts of improving its eco-friendly in all the departments by allocating more resources toward improving the sustainability. Additionally, the organization will strive to explore better

Women in Islam Essay Example | Topics and Well Written Essays - 750 words

Women in Islam - Essay Example She has equally rights to get education and shows her skills in every field of life even in battle fields which some precedent examples are found in the history of Islam as well. She has given the rights to express her thoughts and to act upon her thoughts .Islam gave protection to women by describing laws for women protection like the dower concept in Islam is one step for women social life protection. Islam gave rights to the women at that time when the birth of a baby girl was considered as a curse in society .Islam preached lesson of equality and justice in society, and preached that women are equal to men in rights in society and both sex have to take care of each other rights and self-respect. So in short actions like forced girls marriages, their genitals mutilation forbidding them to drive cars and subjecting them to the humiliation of "instant" divorce are not Islamic actions at all and are against the Islamic laws. Islam was a revolutionary religion for all universe including women the first state policies declared for women safety in society were described by Islam. By Quran and hadith the impact of Islamic faith on women: Spiritual equality of men and women: In Islam men and women are equal spiritually if they are doing good will be blessed by God else will be punished and the criteria for measurement of their deeds is same and equal, both will face equal punishment by doing bad and will enjoy blessing if doing good .

Self-monitoring and self-management of oral anti-coagulation therapy Essay

Self-monitoring and self-management of oral anti-coagulation therapy practice - Essay Example Today’s healthcare practice is changing rapidly and thus, provision of patient care and management is shifting from institutional-based management to home-based care where patients can test their status and manage the condition, especially for medical conditions that are not curable but only manageable such as diabetes. One of the testing and management practice being prompted and is gaining popularity in the healthcare sector is the Oral Anti-Coagulation Therapy Practice for patients (Ansell, et al., 2005). This paper concerns the designing of a plan aimed at changing our patients habit from that of going to the lab in hospitals and other healthcare facilities just to get their International Normalized Ratio (INR) testing done to getting these patients who have the capacity to learn how to use a home based testing device for INR instead of seeking lab based testing. The idea behind this concept is the fact that this process is fairly simple and if patients are well educated, they can easily do the test accurately and without any hustle (Baglin, et al., 2005). Besides, home based INR testing devices will be able to give results required in a very short while, actually immediately, just like it is the case for those diabetic patients who normally test for their daily levels of glucose. This is not the case when they seek lab based testing since the process takes 24 hours to get the results due to the large number of patients who might need the same service and the fact that in many instances, the medical practitioners do not match the number of patients.... It is a medical fact that any change in the health, lifestyle or drugs in a patient’s life could quickly interfere and alter the oral anticoagulant’s effectiveness in managing such conditions. What makes it even worse is the fact that each patient reacts differently to these drugs thus the need for regular monitoring of the therapy. However, I tend to think, based on reviews done, that there are strategies that could be used to improve the situation and have these patients self-monitor and self-manage their condition. The evidence based model for change has been derived from a thorough theoretical and research literature that is related to various research utilizations, change theory and the current evidence-based practice within the field (Rosswurm, 1992). This model has a guideline to medical practitioners for changing the normal practice to evidence based practice. Various stages have been proposed for effective implementation of this model. These start with step one where the need for change in the healthcare practice is done. In regard to this, the carrying out of an Oral Anti-Coagulation Therapy at home has been identified as the need for change where patients would have to test and manage their condition at home as is opposed to seeking lab testing. The need is therefore to help patients test their condition at home to establish their INR level within the required range. The reason for doing this comes from the fact that patients have been dissatisfied with the current trend of lab based testing which takes longer to process. The quality of the data got will also be reliable since it will be fresh and immediately established for quick action to

Comprehensive Agrarian Reform Program Essay Example for Free

Comprehensive Agrarian Reform Program Essay By Gregg Keizer Courtesy of TechWeb News Even as spyware has become a dirty word and users have been bombarded with stories its pervasive,pernicious nature,criminals have dramatically expanded their distribution chhanels and infected and overwhelming majority of enterprise PCs anti-spyware vendor webroot said tuesday as it rolled out its latest stats. The number of malicious sites hosting spyware has quadrupled sense the star of the year,siad Richard Stienon, Webroots director of treats research, and now number over 300,000 URLs On average,enterprise PCs have 27 pieces of spyware on their hard drives,a 19 percent encrease in the last quarter alone,while a whopping 80 percent of corporate computer host at least on one instant of unwanted software,whether thats adware,spyware,or trojan horse. â€Å"The actual maliciousness of it is increasing,†said Stienon. â€Å"theressimply more malicious activity per piece of spyware.Theyre not satisfied with making their seven cent a click by flooding systems with adware ;now theyre focussing on identity theft,sometimes from within an organization spywares is being used by insiders,insane hack their employer or boss.† ll.do the following instruction and write your answer on space provided 1.Press Ctrl+A What happened? The all words that im typing is highlightened. 2.be sure nothing is selected.using the muose,in the first paragraph,select or highlight with out losing the selection,hold the Ctrl key and highlight the other â€Å"spyware†words on the first paragraph. What happened? 3.Position the cursor at the very start of a paragraph.hold the Ctrl+shift key then press the right arrow key 3 or more times. What happened? 4.position the cursor anywhere in the first paragraph.hold the shift key and click anywhere in the 3 paragraph. What happened? 5.position the cursor anywhere in the first paragraph.hold the shift key and click on arrow key 3 or more times. What happened?

Handmaids Tale - Basic Response Essay Example for Free

Handmaids Tale Basic Response Essay One of the ways in which The Handmaid’s Tale creates opportunities to respond is through its discussion and exploration of a dystopian society. A dystopian society is often characterised as a futuristic setting with oppressive societal control and elements of totalitarianism. The Handmaid’s Tale is set in the futuristic Republic of Gilead and a way in which Atwood has chosen to display a dystopian society is through creating a sense that the citizens of Gilead are under constant surveillance, a characteristic of dystopian literature. This can be shown through the reoccurring motif of â€Å"the eye. † The eye motif symbolises the eternal watchfulness of god and the totalitarian state with its recurrence creating a sense that citizens of Gilead are constantly being surveyed. This is shown as Offred states â€Å"to be seen-to be seen- is to be- her voice trembled-penetrated. † The use of repetition and italicise of the word ‘seen’ is used to highlight the fact that individuals don’t want to be seen, creating an ominous presence of control and threat through the constant watching. Another way The Handmaid’s Tale creates opportunities to respond in relation to its dystopian reading is in its discussion of citizens in fear of the outside world. This fear is shown through the presence of â€Å"The Wall. † The wall serves as a symbolic barrier separating Gilead from the outside world and also emphasising the existence of the totalitarian state and its allusion of a perfect world. This meaning is shown as the wall is described to have â€Å"barbed wire along the bottom and broken glass set in concrete along the top. Visual imagery here is used to create fear of the outside world through the literal and metaphorical barrier the wall represents. It is also important to note that the value of Atwood’s text is evident in the way it is a cautionary novel, designed to provide a reflection and thus provide commentary on the potential for 21st century society to adopt these extremes. Therefore the novels exploration of elements of dystopian society including the perceived surveillance of citizens and fear of the outside world creates opportunities to respond to The Handmaid’s Tale in relation to its comments about dystopian society, making it valuable. Even though the totalitarian regime has been destroyed, Atwood warns us that governments can still exploit woman. In the Historical Notes, it is concerning how Professor Pieixoto states, â€Å"No new system can impose itself upon a previous one without incorporating many of the elements to be found in the latter. † This implies that selected characteristics of the dystopian Gilead Republic will be adopted by a new government. Another way in which The Handmaid’s Tale creates opportunities to respond is through its complex interpretation from a feminist perspective. This is shown within the novel as the Handmaid’s bodies are used for procreation, their sexual freedom has been denied. This is seen through the constant discussion of fertility with Offred often belittling herself and her body to be used, â€Å"we are like containers, it’s only the insides of our bodies that are important. The outside can become hard †¦ like the shell of a nut. † Here a simile is used to continue to degrade and dehumanise Offred through equating her to a simple â€Å"nut,† an empty being, only valued for her fertility. Also the way in which women are used for procreation is shown through the motif of red, â€Å"a nondescript woman in red,† with women here further dehumanised to â€Å"nondescript† beings. The motif of red is used to represent fertility. The way females are often referred to as red throughout the text highlights how the Handmaids’ sole purpose within the society of Gilead is to procreate, demonstrating once again how females within the society are only valued for their bodies. In regards to a feminist interpretation, male dominance is also presented throughout the novel through the discussion of sterile- this is again italicised to emphasise its effect relating to a feminist viewpoint as males don’t go to colonies yet females do highlighting gender inequality. The inclusion of these elements discusses a range of feminist concerns allowing it to be interpreted in a myriad of different ways, increasing its value. The Handmaid’s Tale furthermore creates opportunities to respond through its inclusion of post-modern elements thus making it valuable. The novel can be read from a post-modern perspective as Atwood uses self- reflexivity as a means of questioning what is truth. This is shown when Offred admits, â€Å"This is a reconstruction, all of it is a reconstruction. It’s a reconstruction now, in my head. † The use of repetition, â€Å"reconstruction† creates emphasis and awareness of how the story Offred tells is only fractured pieces of the story, taken apart and put back together. Atwood here is trying to make her reader’s question if what is being said is true; implying that not everything read is necessarily true. This post-modern analysis which believes in the existence of multiple truths can be further seen through Offred’s narration shown as she questions â€Å"you want the best for her. Don’t you? † Here metafiction is used as Offred directly communicates with the audience, presenting an element of post- modern literature. From a post-modern interpretation the truthfulness of Offred’s singular narration is questionable accentuated when she consciously reinstates, â€Å"I don’t want to be telling this story. † This highlights how her narration could be subjected bias rather than truth. Thus The Handmaid’s Tale can be interpreted from a post-modern perspective making it valuable as this is one of the many ways it can be responded to. In conclusion it is through the different ways to respond to Margaret Atwood’s novel, The Handmaid’s Tale that the text possesses value. These responses are generated in relation to dystopian, feminist and post-modern interpretations that the novel discusses. Each of these comments on 21st century society and encourage audiences to respond to their own society in different ways making the text valuable.

Schwann Cells and Nerve Regeneration

Schwann Cells and Nerve Regeneration Yinghui Xu   Ã‚   Abstract The majority of the nervous system cells are glial cells, which have various properties and functions. Schwann cells are the principal glial cells of the peripheral nervous system(PNS). In normal nerves, they function to form insulating myelin sheath around axons and provide support to neurons. In injured nerves, however, they change their properties and switch function to that of supporting nerve regeneration. Understanding their ability in the switching process could lead to better treatment for those suffering from nerve injuries. This essay gives an overview of the structure and development of Schwann cells and the causes of nerve injuries. It also provides an explanation in the role that Schwann cells play in supporting nerve regeneration and how different approach could promote nerve regeneration. Introduction to Schwann cells Schwann cells are the most abundant glial cells in the PNS. They are a diverse group of cells originated from neural crest cells and they play an essential role in the PNS of both vertebrate and invertebrate. They can be subdivided by their morphology and anatomical location into four subsets, namely the myelinating Schwann cells, non-myelinating Schwann cells, satellite cells and perisynaptic Schwann cells (Armati Mathey, 2014).These different types of Schwann cells and their anatomical locations are shown in Figure 1. Figure 1 Locations of different types of Schwann cells in the PNS(Armati Mathey, 2007). (a) Satellite Schwann cells in the dorsal root ganglia. (b) Non myelinating Schwann cells in mixed peripheral nerve fibres. (c) Myelinating Schwann cells in mixed nerve fibres. (d)Perisynapic Schwann cells at the neuromuscular junction (NMJ). Each subset of Schwann cells has different functions. For example, perisynaptic Schwann cells are essential for modulating NMJ function whereas satellite Schwann cells have the ability to regulate the neuronal environment (Armati Mathey, 2007). Non-myelinating Schwann cells associate with several axons via a single layer of myelin. Myelinating Schwann cells are the most studied Schwann cell subset and they are most known for their function in speeding up the propagation of action potentials. Myelinating Schwann cells wrap around axons of neurons to form the insulating myelin sheath. Between the myelin sheaths are periodic gaps called nodes of Ranvier where action potentials occur. Action potentials jump from one node to the next node,in a process called saltatory conduction, which increases conduction velocity and allows signals to be propagated long distances without any degradation. In addition to their function in the propagation of action potentials, Schwann cells have many subtle yet essential functions, one of which is its role in nerve regeneration. This essay will focus on the characteristics of Schwann cells and how they respond to injury that allows the PNS to regenerate after damage. Development of Schwann cells The myelinating and nonmyelinating Schwann cells in the PNS are originated from the neural crest, which is a multipotent structure that also gives rise to other glial cells of the PNS. Schwann cell development occurs in well-defined developmental steps, which are strictly regulated by a number of signals. (Figure 1.2). During the first stage of Schwann cell development, neural crest cells produces Schwann cell precursors. These then generate the immature Schwann cells. At birth, the immature Schwann cells differentiate into either the myelinating or nonmyelinating Schwann cells. Figure 1.2 Main stages of Schwann cell development (Jessen, et al., 2015). Peripheral nerve injury Peripheral nerve injury is injury to peripheral nervous tissue. It can occur at any point along a peripheral nerve. Nerves can be damaged by a number of mechanisms such as compression, traction, or a cut. They can also get damaged by toxins, infection and physical agents such as freezing and electrical current (Murray, 2014). 2.1 Structure of peripheral nerves In order to understand the pathophysiology of peripheral nerve injury, it is important to know the anatomical structure of a peripheral nerve (Figure 2). Axon is made up of neurofilaments and microtubules that transport substances between the nerve cell body and the axon terminal. All peripheral nerve axons are associated with Schwann cells. In larger (myelinated) nerves, Schwann cells generate layers of myelin around the axon to form a sheath, whereas in smaller (unmyelinated) nerves a single Schwann cell associates with several axons via a single layer of myelin. The connective tissue (the endoneurium) that surrounds the axon-Schwann cell unit provides structural support to individual axons. Nerve fibres are further protected by a surrounding multipayered cellular tube (the perineurium) that surround nerve fascicles (Jessen, et al., 2015; Murray, 2014). Finally, the entire nerve trunks are protected by the outermost connective tissue (the epineurium) (Murray, 2014). Figure 2 Anatomical structure and main cellular components of a peripheral nerve (Jessen, et al., 2015). 2.2 Pathogenesis of peripheral nerve injury Regardless of cause, there is a limited range of responses to peripheral nerve injury. Wallerian degeneration. Wallerian degeneration occurs when there is a loss of axonal continuity by cut or crush. Communication is lost between the cell body and the segment of nerve distal to the site of injury. As a consequence, the distal nerve segment degenerate. The details of the initiation of this degeneration remain to be fully explained, but evidence shows that an increase in intraaxonal calcium activates proteases, which leads to the degradation of the axon cytoskeleton. Wallerian degeneration is also associated with the degeneration of the myelin sheath by lipases and proteases. Schwan cells (and later macrophages) are involved in further myelin degeneration. Schwann cells also proliferate and undergo morphological changes and are induced to generate molecules that will be required for nerve regeneration later on. Figure 2.2 Wallerian degeneration2.3 Types of peripheral nerve injury There are two main types of peripheral nerve injury (Burnett Zager, 2004). The first type is axonotmesis, in which axons are damaged but the connective tissue sheaths are preserved. This type of injury can be caused by compression, traction and laceration but it is mainly seen in crush injury (Murray, 2014). Axonal regeneration is very effective and function is restored in 3-4 week when modelled in rodents by nerve crush (Jessen, et al., 2015). The second and the more severe type of nerve injury, neurotmesis, involves damage to both the axon and connective tissue sheath. Severe traction, crush and laceration can lead to neurotmesis (Murray, 2014). In this case, functional recovery is generally poor. The Schwann cell injury response When nerve injury occurs, Schwann cells respond rapidly and undergoes a radical phenotypic change. The process has two major parts, one of which is the reversal of myelin differentiation. Molecules involved in forming Schwann cells before myelination are up-regulated while myelin associated genes are down-regulated (Jessen, et al., 2015). The other part of the response involves the appearance of phenotypes that are not associated with normal Schwann cells or immature Schwann cells. These cells have a repair supportive phenotype and contribute to the nerve regeneration process. Schwann cells function in multiple modes during nerve regeneration. There are four main functions that Schwann cells carry out in response to nerve injury (Niu, 2009). These functions include(1) activating macrophages and clearing debris; (2) forming the Bungner band; (3) secreting neurotropic factors; (4) secreting ECM and CAM. 3.1 Schwann cells secrete cytokines to attract macrophages When an axon is cut, the end still attached to the cell body is called the proximal segment, while the other end is called the distal segment. The process of nerve regeneration involves the formation of axonal sprouts at the proximal stump and the growth of axonal sprouts until they enter the distal stump. Efficient nerve regeneration needs a suitable microenvironment which is regulated by macrophages via their phagocytotic and clearing functions (Barrette, et al., 2008). Experiment by Huang et al. showed that Schwann cells can secrete macrophage migration inhibitory factor (MIF) when peripheral nerve injury occurs (Huang, et al., 2002). MIF is a pluripotent cytokine that functions in inflammatory reactions and immune responses. It also plays an important role in macrophage activation, attracting macrophages to clear away debris at the injury site and regulate the microenvironment to allow for efficient regeneration. Nishio et al. administered anti-MIF polyclonal antibody into regenerating rat sciatic nerves using the silicone chamber model. The results showed that the regeneration length of the nerve in the anti-MIF antibody-treated group was significantly shorter than that in the control group at weeks 2,4,6 after surgery (Nishio, et al., 2002). In addition, a large number of apoptotic Schwann cells were observed the anti-MIF antibody-treated nerves. These results suggest that MIF also contributes to the acceleration of peripheral nerve regeneration and the prevention of Schwann cell apoptosis (Nishio, et al., 2002). Besides MIF, other cytokines such as MCP-1 were also secreted by Schwann cells When peripheral nerve injury occurs, Schwann cells secrete MIF and other cytokines which activates macrophages. Invading macrophages also secrete cytokines which contribute to Schwann cell proliferation (Kubota Suzuki, 2000). Injury-induced Schwann cell proliferation plays an important role in axon regeneration as described in the following section. Schwann cells are also capable of phagocytosing myelin and they cooperate with macrophages to clear away myelin and debris (Jessen, et al., 2015), providing a good microenvironment for nerve regeneration to occur. 3.2 Schwann cells proliferate to form the Bungner band to guide axonal growth Schwann cells are highly plastic. The change has been characterised as de-differentiation (Chen, et al., 2007), but it is also seen by some groups as activation (Armstrong, et al., 2007). The two terms seem to be contradictory to each other, but this can have a simple explanation, which is that the change in Schwann cell phenotypes during Wallerian degeneration in fact involves both of these processes. The conversion of Schwann cells to repair Schwann cells involves both a loss- dedifferentiation and a gain-activation of phenotypes In the distal stump of injured nerves, denervated Schwann cells undergo a phenotypic change to form repair Schwann cells. These repair Schwann cells form Bungner bands which are regeneration tracks that provide support for injured nerves and guide regenerating axons to their targets. 3.3 Schwann cells secrete neurotropic factors (NTF) to enhance nerve regeneration NTFs are peptides or small proteins that support the growth and differentiation of neurons. The level of their expression is elevated in Schwann cells during nerve injury. Because of their strong function in promoting neuronal growth, they may be used to prevent the impairment of function or death of neurons during nerve injury (Niu, 2009). Most NTFs produce their effects by signalling through receptor tyrosine kinases (Malenka, et al., 2009). NTFs can be divided by their cellular mechanisms into three families, namely the neurotrophin family, the CNTF family and GDNF family (Henderson, 1996) 3.3.1 Neurotrophin family The neurotrophin family includes nerve growth factor (NGF), brain-derived neurotrophic factor (BDNF) and neurotrophin-3/4/5/6/7 (NT-3/4/5/6/7). There are two receptor types for neurotrophins. The first type is called the tropomyosin receptor kinanse (Trk) which has an high affinity to different neurotrophins. TrkA is the receptor for NGF, Trk B can be the receptor for BGNF, NT-4 and NT-3, and TrkC is activated only by NT-3. The other type of is called p75 neurotrophin receptor which has a low affinity and can bind with all neurotrophins (Niu, 2009).. NGF is the first discovered neurotrophin. It is critical for the proliferation and survival of neurons, especially after nerve injury. Schwann cells express an elevated level of NGF during nerve injury, which promotes axonal regeneration and accelerates the process of nerve repair (Niu, 2009). Recombinant NGF have been produced in laboratory and it is regarded as a feasible therapy for neurodegeneration of the CNS and PNS (Colangelo, et al., 2005). BDNF help to support the survival of existing neurons and promote the growth and differentiation of new neurons (Huang Reichardt, 2001). Schwann cells that are genetically modified to overly express BDNF significantly improve the survival of spinal gangalion neuron (Pettingil, et al., 2008). Takano et al. developed an in vitro model for retinal explants and showed that BDNF greatly promoted the regeneration of neurites from retinal ganglion cells in a damaged retina. A considerabe number of neurites were observed within 24 hour in the group containing BDNF while only a small number of neurites were observed after 3 days in the control group (Takano, et al., 2002). Other neutrophins use different ways to accelerate nerve repair when damage occurs. Using NT-3 alone or in combination with other NTFs can promote nerve regeneration in the injured spinal cord (Taylor, et al., 2006; Arvanian, et al., 2006). Research by English et al. showed that neutotrophin-4/5 is required for the early growth of regenerating axons in peripheral nerves (English, et al., 2005). 3.3.2 Ciliary neurotrophic factor (CNTF) family The CNTF family includes CNTF, leukemia inhibitory factor (LIF) and interleukin-6 (IL-6). LIF and IL-6 can act directly on neurons to promote axonal regeneration (Jessen, et al., 2015). The most prominent function of the CNTF family is its prevention of motor neuron degeneration, which suggests that it can be used as a therapeutic treatment for human degenerative motor neuron diseases (Sendtner, et al., 1992). 3.3.3 GDNF family GDNF is a small protein that supports the survival of many types of neurons including motorneutrons. It can also prevent apoptosis of motor neurons caused by axotomy. 3.4 Schwann cells produce extracellular matrix proteins (ECM) and cell adhesion molecules (CAM) The endoneurium surrounding peripheral axons contain a large amount of ECM secreted by Schwann cells. ECM is rich in collagen and contains glycoproteins such as fibronectin and laminin (Niu, 2009). ECM regulates key aspects of Schwann cell development including the formation and function of myelin (Court, et al., 2006). In addition, they mediate Schwann cell proliferation and axon growth (Armstrong, et al., 2007; Webber Zochodne, 2010). CAMs secreted by Schwann cells are involved in peripheral nerve repair. They play an important role in axon growth and formation of nerve bundles. Study from Lavdas et al showed that Schwann cells have the ability to migrate in the CNS, promoting myelin regeneration and making it possible for remyelination in the CNS (Lavdas, et al., 2006) . Experiment from Park et al. showed that the attachment and proliferation of Schwann cells are affected by special CAMs. It is therefore important to consider choosing optimal CAMs for tissue-engineered nerve regeneration (Park, et al., 2008). Summary Schwann cells use the above four ways to function during peripheral nerve repair. Many years of research have already proved that Schwann cells can secrete a large amount of molecules to support neurons and accelerate the damage repair process. However, further research is needed to show whether As Although the PNS is able to regenerate, much research still needs to done to maximise regeneration potential.      Ã‚  

Women Athletes of the 1920s Essay -- Sports, Upper-Class Women

The 1920s was a time for many new opportunities for women in America, including participating in sports and becoming athletes. Prior to the Roaring Twenties, only upper-class women had participated in sports. These wealthy women had joined sports clubs, social clubs, and country clubs. They engaged in sports at institutions, as well as playing sports while vacationing in Europe (Women’s Sports Foundation, 2/21/2011). An example of a woman like this would be Jordan Baker, a character from the novel The Great Gatsby. Jordan is a competitive golfer in the novel. Baker comes from the wealthy, upper-class, and is ‘old money’. Consumerism of the 1920s caused the amount of clubs and sports teams for women to multiply. This materialistic attitude of Americans caused the economy to boom, thus providing more money for leisure activities. Institutions, churches, and saloons sponsored sports teams for women, and provided facilities. Declining prices of sporting goods and increasing popularity of sports as entertainment encouraged the formation of leagues. Both amateur and semi-pro leagues were organized, providing opportunities for middle-class athletes (Women’s Sports Foundation, 2/21/2011) Industries and companies supported sports teams for women. They did this to promote personal health and worker efficiency. These teams brought advertising opportunities for the companies who supported them. This offered competitive opportunities for women and occasional income for the athletes (Women’s Sports Foundation, 2/21/2011). To satisfy the competitive urge of their students, physical educators held â€Å"Play Days† and â€Å"Sport Days† for their female students. In a play day, teams from institutions did not play each other, but were comb... ...se at the end of the race† (Smith, 1998, p. 8). Eyewitnesses proclaimed that women were in no more distress than men when they finished the race. The majority of the International Olympic Committee believed that track and field was too hard for women, and proposed other events, that included activities such as singing and dancing. The 1920s was the just the beginning of women in sports. The booming post-war economy and the sports heroines increased the popularity of women athletes. The idea of a woman was changing, from being dainty and delicate to athletic, healthy and strong. There has been a growth in opportunities for women in sports, and the media brought this competition to everyone’s attention around the world. The accomplishments of the women athletes of the 1920s were the beginning of the journey to becoming equal to men in the world of sports.

Shamanism Essay -- Spirit Shaman Shamanism Essays

Shamanism To truly understand the meaning of shamanism one must uncover the original definition. The word shaman comes from the language of the Evenk, a small Tungus-speaking group of hunters and reindeer herders from Siberia. It was first used only to designate a religious specialist from this region. By the beginning of the 20th century it was already being applied to a variety of North America and South American practices from the present and the past. Today people have gone as far as defining the word shaman as any human that acknowledges that he/she has had contact with spiritual entities. Well at least the term still refers to human beings. The Siberian shaman's soul is said to be able to leave the body and travel to other parts of the cosmos, particularly to an upper world in the sky and a lower world underground. How can anyone know what the people of Mesoamerica were seeing if they in fact were even in these states of trance. A broader definition is that shamans would include any kind of person who is in control of his or her state of trance, even if this does not involve a soul journey. This broader definition stills does not include a culture that no one was around to document. Does anyone really know if these ‘shamans’ controlled their state of trance? Not to mention, there is no evidence of a written language of either the Olmec or West Mexican regions to date. These definitions of shamanism are very brief and really can not be upheld as a specific precise and accurate definition, however shamanism within these parameters has been widely accepted both in the early and late twentieth century, and into today. Shamanism due to its many definitions could be just about any being that can be observed practicing. Shamanism is not a single, unified religion but a cross-cultural form of religious sensibility and practice. It is a complex set of practices, beliefs, values and behaviors that enable the practitioner to elect a shift from ordinary consciousness into a trance state with a specific goal in mind. Such as healing, obtaining information, power, vision, divination, contacting the spirit of the deceased, soul retrieval or guidance for right action. Shamanism is scattered and fragmented and should perhaps not be called an -ism at all. There is no doctrine, no world shamanic church, no holy book as a point of reference, no priests with... ...ght to be a part of some religions. Some have completely discredited the theory of Shamanism as a way of coping out in research. To completely convince readers of a theory, there should be a firm base to their argument and there is not one when it comes to shamanism in Ancient Mesoamerican cultures such as the Olmec and West Mexican cultures. (Hamayon, 1-5) The word ‘shamanism’ has been thrown around a great deal these days, and attached to a variety of behaviors, sometimes with only a vague understanding of its meaning. Most people who study the existence of shamans have very little knowledge of what actual tribal shamans practiced in any given culture. A researcher or interested seeker, looking through all the widely varied literature, will notice both similarities and differences between anthropological descriptions of long-ago tribal shamans and similar iconography of Mesoamerica. Similarities could mean that there were rituals of a similar magnitude but it does not prove that they are all a part of a giant web that stretches across the world. Confusion on the topic and its many interpretations cloud its origin and force a compromising stance on the very word ‘shamanism’.

Amazon E-Business

Amazon. Coma's E-Business Model Monte Sutton strayed university Assignment #2 Submitted In Partial Fulfillment of the Requirements for the Course BUSSES: contemporary Business Dry. Miller Fall 201 1 Discussion 1. Discuss the pros and cons of Amazons growth and diversification of business and specialization, and make recommendations about what Amazon could have done differently. The internet has become a part of most everyone daily life for many years now. In addition E-Business has appeared for several years now.E-dustless refers to conducting business over the internet. E-Business accounts for more than one- quarter of the value of all manufacturing shipments, sales and revenues, totaling $1. 3 trillion (Boone ; Kurt, 2011). In 1996 a famous retail company In E-Business was launched called Amazon. Com_ Amazon. Com sells various products like electronics, books, music, DVD's, housemates, PC's and cars. Amazon. Com is the biggest retailer in E-Business, It has expanded Its business In more than 220 countries. Amazon had first started out as a company had first started out as an online bookstore.While selling books Amazon was making a decent profit, but Amazon leadership did not feel hat they were not making as much money as they had hoped to make tort the first year _ Also a lawsuit from Barnes and Noble prompted Amazon to come up with a way to better Its corporation. In 1999 when the E-useless boom began Amazon Went Amazon began to emerge into the world of E-Business this was the best thing they could have done. By doing this they begin to make huge profits and turned into one of the world's leaders in E-commerce. Amazon was able to take over the E- Business because they began to offer to their customer's better deals than the otherE-Business corporations could offer. They were truly focused on customer satisfaction. The firm uses sophisticated inventory tools that help keep its costs down and allow it to wait for favorable supplier prices before placing orders . Amazon was able to restock when nobody else was restocking. As demands was falling off a cliff [because other retailers had placed holiday orders much earlier], they could get better rates (Boone ; Kurt, 2011 up. 223). The owner Jeff Bozo understood that in order to remain competitive in this business they had to first focus on the needs of the customers.Understanding what customers want and need is was very beneficial for the success of the company. Also expanded its merchandise at a lower cost would also attract more customers to order from Amazon. Another benefit of Amazon was that they had partnership with numerous transportation companies and could provide fast and accurate service to their consumers. Amazon has experienced many negatives ratings from some of their customers because of some of the defective merchandise they have received. Because Amazon has partnership with many consumers to sell their merchandiseAmazon does not really know what a person may be receiving. Con sumers only know that they ordered this merchandise from Amazon and if something is wrong Amazon should be responsible for the product. I fully understand their complaint. Understand the consumer's complaint. I recently ordered a Colby MPH player from Amazon and when I got the MPH player it did not work. I looked all over the internet to try and find a contact number for Amazon but could not. I called Colby and went through some trouble shooting techniques before it was determined that the part was defective.The Colby told me to return the merchandise back to Amazon and they would replace it. Although once I went on Amazon website to find out how to return the item it was fairly easy. I felt as though instead of me returning the item back to Amazon I should have returned the item to Colby and they could have sent me a replacement item. Now I have to wait until Amazon gets the old MPH player and the they order me another one from Colby. I would recommend that Amazon find out a way to cut out the middle man so that consumers can get their replacement items in an expeditious manner. Discussion 2.Determine the impact if Amazon. Com had split up and became a family of brands (for example â€Å"Amazon† for books, â€Å"Super toys† for toys, etc. ), each with a public face but all run by the same parent company. Amazon may have lost some consumers had they would have branded themselves into a family of brands. What makes Amazon so unique is that a person can go to their one website and find everything they are looking for. The website has made so many changes to make it easier for the consumer to go directly to their website categorize what they are looking for and will e able to see Just that product.Had Amazon would have Just distinguished itself into a certain brand it would have seemed like they may have been trying to promote a certain item and this would have created competition amongst Amazon with its who truly likes ordering from Amazon. They wo uld think that this is another E- Business that they are not familiar with doing business with. The ease of going to one website and understanding that everything at this website is all Amazon and the way that you use to order your merchandise you can still do it the same way.To any companies tend to think they are doing things to make it better for the consumer but in all actuality they are confusing the consumers. Discussion 3. Determine if it would be possible for Barnes and Noble or Borders to extend their markets in the same way that Amazon. Com has. Explain your rationale. Yes I think it is very possible for Barnes and Noble or Borders to extend their markets in the same was Amazon. Com has. The reason I feel this way is because the average American consumer we are always looking for the next best marketable company on the internet.Variety is the spice of life. At first consumers would be hesitant to order something other than books from Barnes and Nobles or Borders. But once the word get out that both these companies have become and establish E-Business like Amazon they should have no problem with becoming marketable in the E-commerce business. Not all consumers are happy with ordering merchandise from Amazon, so therefore it will take another company to get into the E-commerce business and have an established reputation and more will follow.In order for Barnes and Noble and Borders to become successful they need not to try and duplicate what Amazon is already doing in the E-Business. They need to come up with other creative ways to market their products, and also try and offer better pricing and better shipping rates than Amazon has to offer. Like anything, at first business may be slow for both companies because this is a new venture for them. But once the companies understand how the E-Business works and what customers want and need I don't for see any problems with them marketing other items other than books over the internet. Discussion 4 Determine what Amazon. Mom would need to do to expand their distribution chain to include some brick and mortar outlets, and whether or not this would be a good idea. In order for Amazon to get into the Brick and Mortar outlet Amazon now would have to go out and find more building throughout the world and then higher more employees to run the outlet facilities around the world. Now Amazon instead of competing in the E-commerce industry now they would also be competing in the store industry. By doing this would cost Amazon more money and could possible reduce the decline in sales over the internet. This would not be a good idea for Amazon for many reasons.Operation cost to maintain a building and a full time staff make up a large part of the overhead cost. Most retail stores commission are a big part of a sales person salary so therefore they may not have the best interest in the internet provides more information than the sales representative could. Most consumers now days go to a retail sto re and price and item then go home on the internet and get a better deal. Amazon is doing Just fine by remaining the top E- Business on the internet, References Boone, L. , Kurt, L. , (2011). Contemporary Business. Sons Inc. Hoboken, NJ: John Wiley and

Management of Security Essay

Sever security is instrumental in enhancing authentication, authorization, and control of access to the network from a localized point. Therefore, implementation and management of security on windows server 2003 administration is important first because it enables easy and coherent configuring and maintenance of security setting and software installation on computer network systems. The quest for implementing security on windows server 2003 administration is failure by Microsoft to provide a single mechanism for security related settings configuration (Bragg, & Hunt, 2005). The security components are attached to the server externally, a factor which makes remote monitoring and control of connections to the network by the server impossible without them. In addition, management of security in windows server 2003 is important in protecting the privacy and confidence of network users. Internet access has been on the rise in the community, an element that threatens confidentiality of computer information. Such are due to hacking and infecting of personal computers by malicious computer programs. On the other hand, security management in windows server 2003 administration serves the purpose of mitigating unauthorized access into the network. Moreover, this can also function to identify and prevent malicious computer programs from compromises services of the network users. Another important aspect of implementing and managing security in windows server 2003 is that it promotes monitoring and control of the network even when the server is offline. Employing security settings like Baseboard Management Controller hardware for example enables independent communication with remote computer. In return, this effectively enhances the process of remotely identifying errors and initiating response by the network administrator (McCann, Eckert, & Schitka, 2005). Therefore, security implementation and management in windows server 2003 administration serves to reliability and efficiency service provision. References Bragg, R. , & Hunt, C. (2005). Windows Server 2003 Network Administration. Sebastopol, CA: O’Reilly. McCann, B. , Eckert, J. , & Schitka, J. (2005). Managing a Microsoft Windows server 2003 Network, Enhanced. Mason, OH: Cengage Learning.

Procurement and supply chain management Essay

This Publication is concerned with the vital subject of business logistics and supply chain management, an area that can be essential to a firm’s competitive strategy and revenue generation. This management area has been described by many names, including physical distribution, materials management, transportation management, logistics, and supply chain management. Relevant business activities may include one or more of the following areas: transportation, inventory, order processing, purchasing, warehousing, materials handling, packaging, customer service standards, and production. The focus of this Publication is on the planning, organizing, and controlling of these activities – key elements for successful management in any organization. Special emphasis is given to strategic planning and decision making as an important part of the management process. Managerial efforts are directed towards setting the level of the logistics activities so as to make products and services available to customers at the time and place required, and in the condition and form desired, in the most profitable and cost-effective way. Logistical activities have always been vital to organizations, and so business logistics and supply chain management represents a synthesis of many concepts, principles, and methods from the more traditional areas of marketing, production, accounting, purchasing, and transportation, as well as from the disciplines of applied mathematics, organizational behaviour, and economics. This Publication attempts to unify these elements to assist in the effective management of the supply chain. The Publication aims to present ideas, principles and techniques that are fundamental to good business logistics practice. It concentrates on important activities of management such as planning, organizing, and controlling, and also on a triangle of interrelated transportation, inventory, and location strategies, which are at the heart of good logistics planning and decision making. Contemporary trends that affect the scope and practice of business logistics and supply chain management have been integrated into the body of the text. Firstly, emphasis is placed on logistics and supply chain management in a worldwide setting to reflect the growing internationalization and globalization of business in general. Secondly, the shift towards service-oriented economies by industrialized nations is emphasized by showing how logistics concepts and principles are applicable to both service-producing tirms and product-producing ones. Thirdly, attention is given to the integrated management of supply chain activities. 1 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk The Publication contains many practical and contemporary examples that show the applicability of the textual material and assist in the understanding and learning of the key points and concepts. Each Chapter in this Cambridge International College Publication on Logistics, Chain Supply & Transport Management includes: †¢ An introduction section †¢ Examples and/or figures and diagrams to explain the concepts being covered †¢ A summary of concluding comments †¢ Review Questions designed to reinforce learning and contemplation of what is covered in the Chapter Advice on How to Study this Program Every individual CIC Member approaches his/her study in a different manner, and different people may have a particular study method that they find most effective for them. However, the following is a tested and proven Study Method, suggested to you as a CIC Member in order to assist in making your study and learning easier – and enjoyable – and to assist you to quickly master the contents of this CIC Publication on Logistics, Chain Supply & Transport Management: Step 1: Set yourself a flexible study schedule, depending on the time you have available and what is best for you. For example, the target set could be to study for 1 or 2 hours a night, or for 8 or 9 hours a week, or to complete one Chapter every 2 weeks. There is no set or compulsory schedule, but simply setting a schedule or goal is often an important action in ensuring that study is undertaken successfully and within the specified timeframe. Step 2: Read the whole of the first Chapter at your normal reading pace, without trying to memorise every topic covered or fact stated, but trying to get â€Å"the feel† of what is dealt with in the Chapter as a whole. Step 3: Start reading the Chapter again from the beginning, this time reading more slowly, paragraph by paragraph and section by section. Make brief notes of any points, sentences, paragraphs or sections which you feel need your further study, consideration or thought. You may wish to keep any notes in a separate file or notebook. Try to absorb and memorise all the important topics covered. Step 4: Start reading the Chapter again from its start, this time paying particular attention to – and if necessary studying more thoroughly – those parts on which you earlier wrote notes for further study. It is best that you do not pass on to other parts or topics until you are certain you fully understand and remember those parts you earlier noted as requiring your special attention. Try to fix everything taught firmly in your mind. 2 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk Step 5: There are self-assessment review questions at the end of the Chapter, and you are strongly advised to try to answer or think about them as best you can – but do not send your answers to the College. If these questions/exercises highlight any areas that you feel you need to revise or re-read in the Chapter, then go ahead and do that before moving on to Step 6. Step 6: Once you have completed steps 1 to 5 above, move on to the next Chapter and repeat steps 1 to 5 for each subsequent Chapter. 3 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk LOGISTICS, SUPPLY CHAIN & TRANSPORT MANAGEMENT PROGRAM MODULE ONE – BUSINESS LOGISTICS/SUPPLY CHAIN – A VITAL SUBJECT (based on Chapter 1 of ‘Logistics, Supply Chain and Transport Management’ by Ronald H Ballou) Contents Introduction Business Logistics Defined The Supply Chain The Activity Mix Importance of Logistics/Supply Chain (SC) Costs Are Significant Logistics Customer Service Expectations Are Increasing Supply and Distribution Lines Are Lengthening with Greater Complexity Logistics/SC Is Important to Strategy Logistics/SC Adds Significant Customer Value Customers Increasingly Want Quick, Customized Response Logistics/SC in Non-Manufacturing Areas Service Industry Military Environment Business Logistics/SC in the Firm Objectives of Business Logistics/SC Questions and Problems Introduction As far back as history records, the goods that people wanted were not always produced where they wanted to consume them, or these goods were not accessible when people wanted to consume them. Food and other commodities were widely dispersed and were only available in abundance at certain times of the year. Early peoples had the choice of consuming goods at their immediate location or moving the goods to a preferred site and storing them for later use. However, because no well developed transportation and storage systems yet existed, the movement of goods was limited to what an individual could personally move, and storage of perishable commodities was possible for only a short time. This limited movement-storage system generally constrained people to live close to the sources of production and to consume a rather narrow range of goods. Even today, in some areas of the world consumption and production take place only within a very limited geographic region. Striking examples can still be observed in the developing nations of Asia, South America, Australia, and Africa, where some of the population live in small, self-sufficient villages, and most of the goods needed by the residents are produced or acquired in the immediate vicinity. Few goods are imported from other areas. Therefore, production efficiency and the economic standard of living are generally low. In this type of economy, a well-developed and inexpensive logistics system would encourage an exchange of goods with other producing areas of the country, or even the world. 4 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk As logistics systems improved, consumption and production began to separate geographically. Regions would specialize in those commodities that could be produced most efficiently. Excess production could be shipped economically to other producing (or consuming) areas, and needed goods not produced locally were imported. This exchange process follows the principle of comparative advantage. This same principle, when applied to world markets, helps to explain the high level of international trade that takes place today. Efficient logistics systems allow world businesses to take advantage of the fact that lands, and the people who occupy them, are not equally productive. Logistics is the very essence of trade. It contributes to a higher economic standard of living for us all. To the individual firm operating in a high-level economy, good management of logistics activities is vital. Markets are often national or international in scope, whereas production may be concentrated at relatively few points. Logistics activities provide the bridge between production and market locations that are separated by time and distance. Effective management of these activities is the major concern of this Program. Business Logistic Defined Business logistics is a relatively new field of integrated management study in comparison with the traditional fields of finance, marketing, and production. As previously noted, logistics activities have been carried out by individuals for many years. Businesses also have continually engaged in movestore (transportation-inventory) activities. The newness of the field results from the concept of coordinated management of the related activities, rather than the historical practice of managing them separately, and the concept that logistics adds value to products or services that are essential to customer satisfaction and sales. Although co-ordinated logistics management has not been generally practiced until recently, the idea of co-ordinated management can be traced back to at least 1844. In the writings of Jules Dupuit, a French engineer, the idea of trading one cost for another (transportation costs for inventory costs) was evident in the selection between road and water transport: â€Å"The fact is that carriage by road being quicker, more reliable and less subject to loss or damage, it possesses advantage to which businessmen often attach a considerable value. However, it may well be that a saving induces the merchant to use a canal; he can buy warehouses and increase his floating capital in order to have a sufficient supply of goods on hand to protect himself against slowness and irregularity of the canal, and if all told the saving in transport gives him a cost advantage, he will decide in favour of the new route. † The first textbook to suggest the benefits of co-ordinated logistics management appeared around 1961, in part explaining why a generally accepted definition of business logistics is still emerging. Therefore, it is worthwhile to explore several definitions for the scope and content of the subject. A dictionary definition of the term logistics is: â€Å"The branch of military science having to do with procuring, maintaining, and transporting material, personnel, and facilities. † This definition puts logistics into a military context. To the extent that business objectives and activities differ from those of the military, this definition does not capture the essence of business logistics management. A better representation of the field may be reflected in the definition promulgated by the Council of Logistics Management (CLM), a professional organization of logistics 5 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk managers, educators, and practitioners formed in 1962 for the purposes of continuing education and fostering the interchange of ideas. Its definition: â€Å"Logistics is that part of the supply chain process that plans, implements, and controls the efficient, effective flow and storage of goods, services, and related information from the point of origin to the point of consumption in order to meet customers’ requirements. † This is an excellent definition, conveying the idea that product flows are to be managed from the point where they exist as raw materials to the point where they are finally discarded. Logistics is also concerned with the flow of services as well as physical goods, an area of growing opportunity for improvement. It also suggests that logistics is a process, meaning that it includes all the activities that have an impact on making goods and services available to customers when and where they wish to acquire them. However, the definition implies that logistics is part of the supply chain process, not the entire process. So, what is the supply chain process or, more popularly, supply chain management? Supply chain management (SCM) is a term that has emerged in recent years that captures the essence of integrated logistics and even goes beyond it. Supply chain management emphasizes the logistics interactions that take place among the functions of marketing, logistics, and production within a firm and those interactions that take place between the legally separate firms within the product-flow channel. Opportunities for cost or customer service improvement are achieved through co-ordination and collaboration among the channel members where some essential supply chain activities may not be under the direct control of the logistician. Although early definitions such as physical distribution, materials management, industrial logistics and channel management – all terms used to describe logistics – have promoted this broad scope for logistics, there was little attempt to implement logistics beyond a company’s own enterprise boundaries, or even beyond its own internal logistics function. Now, retail firms are showing success in sharing information with suppliers, who in turn agree to maintain and manage inventories on retailers’ shelves. Channel inventories and product stockouts are lower. Manufacturing firms operating under just-in-time production scheduling build relationships with suppliers for the benefit of both companies by reducing inventories. Definitions of the supply chain and supply chain management reflecting this broader scope are: â€Å"The supply chain (SC) encompasses all activities associated with the flow and transformation of goods from the raw materials stage (extraction), through to the end user, as well as the associated information flows. Materials and information flow both up and down the supply chain. † â€Å"Supply chain management (SCM) is the integration of these activities, through improved supply chain relationships, to achieve a sustainable competitive advantage. † After careful study of the various definitions being offered, Mentzer and other writers propose the broad and rather general definition as follows: â€Å"Supply chain management is defined as the systematic, strategic coordination of the traditional business functions and the tactics across these business functions within a particular company and across businesses within the supply chain, for the purposes of improving the long-term performance of the individual companies and the supply chain as a whole. † 6 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. The supply chain management model in Figure 1-1 viewed as a pipeline shows the scope of this definition. It is important to note that supply chain management is about the co-ordination of product flows across functions and across companies to achieve competitive advantage and profitability for the individual companies in the supply chain and the supply chain members collectively. It is difficult, in a practical way, to separate business logistics management from supply chain management. In so many respects, they promote the same mission: â€Å"To get the right goods or services to the right place, at the right time, and in the desired condition, while making the greatest contribution to the firm. † Some claim that supply chain management is just another name for integrated business logistics management (IBLM) and that the broad scope of supply chain management has been promoted over the years. Conversely, others say that logistics is a subset of SCM, where SCM considers additional issues beyond those of product flow. For example, SCM may be concerned with product pricing and manufacturing quality. Although SCM promotes viewing the supply channel with the broadest scope, the reality is that firms do not practise this ideal. Fawcett and Magan found that companies that do practise supply chain integration limit their scope to one tier upstream and one tier downstream. The focus seems to be concerned with creating seamless processes within their own companies and applying new information technologies to improve the quality of information and speed of its exchange among channel members. The boundary between the logistics and supply chain management terms is fuzzy. Even then, logistics activities are repeated once again as used products are recycled upstream in the logistics channel. A single firm generally is not able to control its entire product flow channel from raw material source to points of the final consumption, although this is an emerging opportunity. For practical purposes, the business logistics for the individual firm has a narrower scope. Usually, the maximum managerial control that can be expected is over the immediate physical supply and physical distribution channels, as shown in Figure 1-2. The physical supply channel refers to the time and space gap between a firm’s immediate material sources and its processing points. Similarly, the physical distribution channel refers to the time and space gap between the firm’s processing points and its customers. Due to the similarities in the activities between the two channels, physical supply (more commonly referred to as materials management) 8 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk and physical distribution comprise those activities that are integrated into business logistics. Business logistics management is now popularly referred to as supply chain management. Others have used terms such as value nets, value stream, and lean logistics to describe a similar scope and purpose. The evolution of the management of product flows toward SCM is captured in Figure 1-3. Although it is easy to think of logistics as managing the flow of products from the points of raw material acquisition to end customers, for many firms there is a reverse logistics channel that must be managed as well. The life of a product, from a logistics viewpoint, does not end with delivery to the customer. Products become obsolete, damaged, or nonfunctioning and are returned to their source points for repair or disposition. Packaging materials may be returned to the shipper due to environmental regulations or because it makes good economic sense to reuse them. The reverse logistics channel may utilize all or a portion of the forward logistics channel or it may require a separate design. The supply chain terminates with the final disposition of a product. The reverse channel must be considered to be within the scope of logistics planning and control. The Activity Mix The activities to be managed that make up business logistics (supply chain process) vary from firm to firm, depending on a firm’s particular organizational structure, management’s honest differences of opinion about what constitutes the supply chain for its business, and the importance of individual activities to its operations. Follow along the supply chain as shown in Figure 1-2 and note the important activities that take place. Again, according to the CLM: 9 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk â€Å"The components of a typical logistics system are: customer service, demand forecasting, distribution communications, inventory control, material handling, order processing, parts and service support, plant and warehouse site selection (location analysis), purchasing, packaging, return goods handling, salvage and scrap disposal, traffic and transportation, and warehousing and storage. † Figure 1-4 organizes these components, or activities, according to where they are most likely to take place in the supply channel. The list is further divided into key and support activities, along with some of the decisions associated with each activity. Customer service standards co-operate with marketing to: a. Determine customer needs and wants for logistics customer service b. Determine customer response to service c. Set customer service levels 2. Transportation a. Mode and transport service selection b. Freight consolidation c. Carrier routing d. Vehicle scheduling e. Equipment selection f. Claims processing g. Rate auditing 3. Inventory management a. Raw materials and finished goods stocking policies b. Short-term sales forecasting c. Product mix at stocking points 10 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk d. Number, size, and location of stocking points e. Just-in-time, push, and pull strategies 4. Information flows and order processing a. Sales order-inventory interface procedures b. Order information transmittal methods c. Ordering rules Support Activities 1. Warehousing a. Space determination b. Stock layout and dock design c. Warehouse configuration d. Stock placement 2. Materials handling a. Equipment selection b. Equipment replacement policies c. Order-picking procedures d. Stock storage and retrieval 3. Purchasing a. Supply source selection b. Purchase timing c. Purchase quantities 4. Protective packaging designed for: a. Handling b. Storage c. Protection from loss and damage 5. Co-operate with production/operations to: a. Specify aggregate quantities b. Sequence and time production output c. Schedule supplies for production/operations 6. Information maintenance a. Information collection, storage, and manipulation b. Data analysis Control procedures Key and support activities are separated because certain activities will generally take place in every logistics channel, whereas others will take place, depending on the circumstances, within a particular firm. The key activities are on the â€Å"critical† loop within a firm’s immediate physical distribution channel, as shown in Figure 1 to 5. They contribute most to the total cost of logistics or they are essential to the effective co-ordination and completion of the logistics task. 11 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk Customer service standards set the level of output and degree of readiness to which the logistics system must respond. Logistics costs increase in proportion to the level of customer service provided, such that setting the standards for service also affects the logistics costs to support that level of service. Setting very high service requirements can force logistics costs to exceedingly high levels. Transportation and inventories maintenance are the primary cost-absorbing logistics activities. Experience has shown that each will represent one-half to two-thirds of total logistics costs. Transportation adds place value to products and services, whereas inventories maintenance adds time value. Transportation is essential because no modern firm can operate without providing for the movement of its raw materials or its finished products. This importance is underscored by the financial strains placed on many firms by such disasters as a national railroad strike or independent truckers’ refusal to move goods because of rate disputes. In these circumstances, markets cannot be served, and products back up in the logistics pipeline to deteriorate or become obsolete. Inventories are also essential to logistics management because it is usually not possible or practical to provide instant production or ensure delivery times to customers. They serve as buffers between supply and demand so that needed product availability may be maintained for customers while providing flexibility for production and logistics in seeking efficient methods for manufacture and distribution of the product. Order processing is the final key activity. Its costs usually are minor compared to transportation or inventory maintenance costs. Nevertheless, order processing is an important element in the total time that it takes for a customer to receive goods or services. It is the activity triggering product movement and service delivery. Although support activities may be as critical as the key activities in any particular circumstance, they are considered here as contributing to the logistics mission. In addition, one or more of the support activities may not be a part of the logistics activity mix for every firm. For example, products such as finished automobiles or commodities such as coal, iron ore, or gravel not needing the weather and security protection of warehousing will not require the warehousing activity, even though inventories are maintained. However, warehousing and materials handling are typically conducted wherever products are temporarily halted in their movement to the marketplace. 12 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk Protective packaging is a support activity of transportation and inventory maintenance as well as of warehousing and materials handling because it contributes to the efficiency with which these other activities are carried out. Purchasing and product scheduling often may be considered more a concern of production than of logistics. However, they also affect the overall logistics effort, and specifically they affect the efficiency of transportation and inventory management. Finally, information maintenance supports all other logistics activities in that it provides the needed information for planning and control. The extended supply chain refers to those members of the supply channel beyond the firm’s immediate suppliers or customers. They may be suppliers to the immediate suppliers or customers of the immediate customers and so on until raw material source points or end customers are reached. It is important to plan and control the previously noted activities and information flows if they affect the logistics customer service that can be provided and the costs of supplying this service. Management of the extended supply chain has the potential of improving logistics performance beyond that of just managing the activities within the immediate supply chain. Importance of Logistics/Supply Chain Logistics is about creating value – value for customers and suppliers of the firm, and value for the firm’s stakeholders. Value in logistics is primarily expressed in terms of time and place. Products and services have no value unless they are in the possession of the customers when (time) and where (place) they wish to consume them. For example, concessions at a sports event have no value to consumers if they are not available at the time and place that the event is occurring, or if inadequate inventories don’t meet the demands of the sports fans. Good logistics management views each activity in the supply chain as contributing to the process of adding value. If little value can be added, it is questionable whether the activity should exist. However, value is added when customers are willing to pay more for a product or service than the cost to place it in their hands. To many firms throughout the world, logistics has become an increasingly important value-adding process for a number of reasons. Costs Are Significant Over the years, several studies have been conducted to determine the costs of logistics for the whole economy and for the individual firm. There are widely varying estimates of the cost levels. According to the International Monetary Fund (IMF), logistics costs average about 12 percent of the 13 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk world’s gross domestic product. Robert Delaney, who has tracked logistics costs for more than two decades, estimates that logistics costs for the U. S. economy are 9. 9 percent of the U. S. gross domestic product (GDP), or $921 billion. For the firm, logistics costs have ranged from 4 percent to over 30 percent of sales. The results from a cost survey of individual firms are shown in Table 1-3. Although the results show physical distribution costs at about 8 percent of sales, this survey does not include physical supply costs. Probably another one-third may be added to this total to represent average logistics costs for the firm at about 11 percent of sales. Over the last decade, physical distribution costs have ranged between 7 percent and 9 percent of sales. There may be a trend of increasing costs for individual firms, although Wilson and Delaney show over the same period that logistics costs as a percent of U. S. GDP have declined by about 10 percent. Logistics costs, substantial for most firms, rank second only to the cost of goods sold (purchase costs) that are about 50 percent to 60 percent of sales for the average manufacturing firm. Value is added by minimizing these costs and by passing the benefits on to customers and to the firm’s shareholders. Logistics Customer Service Expectations Are Increasing The Internet, just-in-time operating procedures, and continuous replenishment of inventories have all contributed to customers expecting rapid processing of their requests, quick delivery, and a high degree of product availability. According to the Davis Survey of hundreds of companies over the last decade, world-class competitors have average order cycle times (the time between when an order is placed and when it is received) of seven to eight days and line item fill rates of 90 percent to 94 percent. LogFac summarizes world-class logistics performance for domestic companies as: Error rates of less than one per 1,000 orders shipped Logistics costs of well under 5 percent of sales Finished goods inventory turnover of 20 or more times per year Total order cycle time of five working days Transportation cost of one percent of sales revenue or less, if products sold are over $5 per 500 gms As might be expected, the average company performs below these cost and customer service benchmarks, when compared with the statistics in Tables 1-3 and 1-4. Supply and Distribution Lines Are Lengthening with Greater Complexity The trend is toward an integrated world economy. Firms are seeking, or have developed, global strategies by designing their products for a world market and producing them wherever the low-cost 14 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk raw materials, components, and labor can be found (e. g. , Ford’s Focus automobile), or they simply produce locally and sell internationally. In either case, supply and distribution lines are stretched, as compared with the producer who wishes to manufacture and sell only locally. Not only has the trend occurred naturally by firms seeking to cut costs or expand markets, but it is also being encouraged by political arrangements that promote trade. Examples of the latter are the European Union, the North America Free Trade Agreement (NAFTA) between Canada, the United States, and Mexico, and the economic trade agreement among several countries of South America (MERCOSUR). Globalization and internationalization of industries everywhere will depend heavily on logistics performance and costs, as companies take more of a world view of their operations. As this happens, logistics takes on increased importance within the firm since its costs, especially transportation, become a larger part of the total cost structure. For example, if a firm seeks foreign suppliers for the raw materials that make up its final product or foreign locations to build its product, the motivation is to increase profit. Material and labor costs may be reduced, but logistics costs are likely to increase due to increased transportation and inventory costs. The â€Å"tradeoff†, as shown in Figure 1-6, may lead to higher profit by reducing materials, labour, and overhead costs at the expense of logistics costs and tariffs. â€Å"Outsourcing† adds value, but it requires careful management of logistics costs and product-flow times in the supply channel. Logistics/SC Is Important To Strategy Firms spend a great deal of time finding ways to differentiate their product offerings from those of their competitors. When management recognizes that logistics/SC affects a significant portion of a firm’s costs and that the result of decisions made about the supply chain processes yields different levels of customer service, it is in a position to use this effectively to penetrate new markets, to increase market share, and to increase profits. When a firm incurs the cost of moving the product toward the customer or making an inventory available in a timely manner, for the customer â€Å"value† has been created that was not there previously. It is value as surely as that created through the production of a quality product or through a low price. It is generally recognized that business creates four types of value in products or services. These are: form, time, place, and possession. Logistics creates two out of these four values. Manufacturing creates form value as inputs are converted to outputs, that is raw materials are transformed into finished goods. Logistics controls the time and place values in products, mainly through transportation, information flows, and inventories. Possession value is often considered the responsibility of marketing, engineering, and finance, where the value is created by helping customers acquire the product through such mechanisms as advertising (information), technical support, and terms of sale (pricing and credit availability). To the extent that SCM includes production, three out of the four values may be the responsibility of the logistics/supply chain manager. Customers Increasingly Want Quick, Customized Response Fast food retailers, automatic teller machines, overnight package delivery, and electronic mail on the Internet have led us as consumers to expect that products and services can be made available in increasingly shorter times. In addition, improved information systems and flexible manufacturing processes have led the marketplace toward mass customization. Rather than consumers having to accept the â€Å"one size fits all† philosophy in their purchases, suppliers are increasingly offering products that meet individual customer needs. Companies too have been applying the concept of quick response to their internal operations in order to meet the service requirements of their own marketing efforts. The quick response philosophy has been used to create a marketing advantage. Saks Fifth Avenue applied it, even though big profits are made through big margins and not on cost reductions that might be achieved from good logistics management. Supply chain costs may even rise, although the advantage is to more than cover these costs through increased profits. Logistics/SC in Non-manufacturing Areas It is perhaps easiest to think of logistics/SC in terms of moving and storing a physical product in a manufacturing setting. This is too narrow a view and can lead to many missed business opportunities. The logistics/SC principles and concepts learned over the years can be applied to such areas as service industries, the military, and even environment management. Service Industry The service sector of industrialized countries is large and growing. In the United States, over 70 percent of all jobs are in what the federal government classifies as the service sector. The size of this sector alone forces us to ask if logistics concepts are not equally applicable here as they are to the manufacturing sector. If they are, there is a tremendous untapped opportunity yet to be fulfilled. Many companies designated as service firms in fact produce a product. Examples include: McDonald’s Corporation (fast foods); Dow Jones & Co. , Inc. (newspaper publishing); and Sears, Roebuck and Co. (merchandise retailing). These companies carry out all the typical supply chain activities of any manufacturing firm. However, for service companies such as Bank One (retail banking), Marriott Corporation (lodging) and Consolidated Edison (electric power), supply chain activities, 16 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: Britain. International Headquarters: College House, Leoville, Jersey JE3 2DB, Britain Telefax: +44 (0)1534 485485 Email: info@cambridgetraining. com Website: www. cambridgecollege. co. uk especially those associated with physical distribution, are not as obvious. Even though many service-oriented companies may be distributing an intangible, nonphysical product, they do engage in many physical distribution activities and decisions. A hospital may want to extend emergency medical care throughout the community and must make decisions as to the locations of the centers. United Parcel Service and Federal Express must locate terminals and route pickup and delivery trucks. The East Ohio Gas Company inventories natural gas in underground wells during the off-season in the region where demand will occur. Bank One must locate and have cash inventory on hand for its ATMs. The Federal Reserve Bank must select the methods of transportation to move cancelled cheques among member banks. The Catholic Church must decide the number, location, and size of the churches needed to meet shifts in size and location of congregations, as well as to plan the inventory of its pastoral staff. Xerox’s repair service for copying equipment is also a good example of the logistics decisions encountered in a service operation. The techniques, concepts, and methods discussed throughout this Program should be as applicable to the service sector as they are to the manufacturing sector. The key, according to Theodore Levitt, may be in transforming an intangible service into a tangible product. Problems will remain in carefully identifying the costs associated with the distribution of an intangible product. Perhaps because of this, few service firms or organizations have a physical distribution manager on their staff, although they frequently do have a materials manager to handle supply matters. However, managing logistics in service industries does represent a new direction for the future development of logistics practice. Military Before businesses showed much interest in co-ordinating supply chain processes, the military was well organized to carry out logistics activities. More than a decade before business logistics’ developmental period, the military carried out what was called the most complex, best-planned logistics operation of that time-the invasion of Europe during World War II. Although the problems of the military, with its extremely high customer service requirements, were not identical with those of business, the similarities were great enough to provide a valuable experience base during the developmental years of logistics. For example, the military alone maintained inventories valued at about one-third of those held by all U. s. manufacturers. In addition to the management experience that such large-scale operations provide, the military sponsored, and continues to sponsor, research in the logistics area through such organizations as the RAND Corporation and the Office of Naval Research. With this background, the field of business logistics began to grow. Even the term logistics seems to have had its origins in the military. A recent example of military logistics on a large scale was the conflict between the United States and Iraq over Iraq’s invasion of the small country of Kuwait. This invasion has been described as the largest military logistics operation in history. The logistics support in that war is yet another illustration of what worldclass companies have always known: Good logistics can be a source of competitive advantage. Lt General William Pagonis, in charge of logistics support for Desert Storm, observed: â€Å"When the Middle East started heating up, it seemed like a good time to pull out some history books on desert warfare in this region †¦. But there was nothing on logistics. Logistics is not a best seller. In a couple of his diaries, Rommel talked about logistics. He thought the Germans lost the battle not because they didn’t have great soldiers or equipment – in fact, the German tanks outfought ours almost throughout World War II – but because the British had better logistics. † 17 LSCTMMOD1 Send for a FREE copy of our Prospectus book by airmail, telephone, fax or email, or via our website: The first wave of 200,000 troops and their equipment was deployed in a month and a half, whereas troop deployment took nine months in the Vietnam conflict. In addition, the application of many good logistics concepts was evident. Take customer service, for example: â€Å"We believed that if we took care of our troops, the objectives would be accomplished no matter whatever else happened. The soldiers are our customers. It is no different than a determined, single focus on customers that many successful businesses have. Now, you take care of your soldiers not only by providing them cold sodas, and burgers, and good food: you make sure they have the ammunition on the front line, so that when they go fight the war they know they have what they need. † This meant that when 120 mm guns rather than 105 mm guns were desired on tanks, they were changed. When brown vehicles were preferred over the traditional camouflage green, they were repainted at the rate of 7,000 per month. Environment Population growth and resultant economic development have heightened our awareness of environmental issues. Whether it is recycling, packaging materials, transporting hazardous materials or refurbishing products for resale, logisticians are involved in a major way. After all, the United States alone produces more than 160 million tons of waste each year, enough for a convoy of 10-ton garbage trucks reaching halfway to the moon. In many cases, planning for logistics in an environmental setting is no different from that in manufacturing or service sectors. However, in a few cases additional complications arise, such as governmental regulations that make the logistics for a product more costly by extending the distribution channel. Business Logistics in the Firm It has been the tradition in many firms to organize around marketing and production functions. Typically, marketing means selling something and production means making something. Although few business people would agree that their organization is so simple, the fact remains that many businesses emphasize these functions while treating other activities, such as traffic, purchasing, accounting, and engineering, as support areas. Such an attitude is justified to a degree, because if a firm’s products cannot be produced and sold, little else matters. However, such a pattern is dangerously simple for many firms to follow in that it fails to recognize the importance of the activities that must take place between points and times of production or purchase and the points and times of demand. These are the logistics activities, and they affect the efficiency and effectiveness of both marketing and production. Scholars and practitioners of both marketing and production have not neglected the importance of logistics. In fact, each area considers logistics within its scope of action. For example, the following definition of marketing management includes physical distribution: â€Å"Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges with target groups that satisfy individual and organizational objectives. † Marketing’s concern is to place its products or services in convenient distribution channels to facilitate the exchange process. The concept of production/ operations management often includes logistics activities. Now, viewing product flow activities as a process to be coordinated, product flow aspects within marketing, production, and logistics are collectively managed to achieve customer service objectives. The difference in operating objectives (maximize revenue versus minimize cost) for marketing and production/operations may lead to a fragmentation of interest in, and responsibility for, logistics activities, as well as a lack of co-ordination among logistics activities as a whole. This, in turn, may lead to lower customer service levels or higher total logistics costs than are necessary. Business logistics represents a regrouping, either by formal organizational structure or conceptually in the minds of management, of the move-store activities that historically may have been partially under the control of marketing and production/ operations. If logistics activities are looked upon as a separate area of managerial action, the relationship of logistics activities to those of marketing and production/ operations would be as is shown in Figure 1-7. Marketing would be primarily responsible for market research, promotion, sales-force management, and the product mix, which create possession value in the product. Production/ operations would be concerned with the creation of the product or service, which creates form value in the product. Key responsibilities would be quality control, production planning and scheduling, job design, capacity planning, maintenance, and work measurement and standards. Logistics would be concerned with those activities (previously defined) that give a product or service time and place value. This separation of the activities of the firm into three groupings rather than two is not always necessary or advisable to achieve the coordination of logistics activities that is sought. Marketing and production/operations, when broadly conceived and co-ordinated, can do an effective job of managing logistics activities without creating an additional organizational entity. Even if a separate functional area is created for logistics within the firm so as to achieve effective control of the firm’s immediate logistics activities, logisticians will need to view their responsibility as one of coordinating the entire supply chain process rather than being just a local logistics activity administrator. To do otherwise may miss substantial opportunities for cost reduction and logistics customer service improvement. The interface is created by the arbitrary separation of a firm’s activities into a limited number of functional areas. Managing the interface activities by one function alone can lead to sub-optimal performance for the firm by subordinating broader company goals to individual functional goals-a potential danger resulting from the departmental form of organizational structure so common in companies today. To achieve interfunctional coordination, some measurement system and incentives for cooperation among the functions involved need to be established. This is equally true of the inter-organizational co-ordination required to manage product flows across company boundaries. It is important to note, however, that establishing a third functional group is not without its disadvantages. Two functional interfaces now exist where only one between marketing and production/ operations previously existed. Some of the most difficult administrative problems arise from the interfunctional conflicts that occur when one is attempting to manage interface activities. Some of this potential conflict may be dissipated if a new organizational arrangement is created whereby production/ operations and logistics are merged into one group called supply chain. Just as managers are beginning to understand the benefits of interfunctional logistics management, inter-organizational management is being encouraged. Supply chain management proponents who view the area more broadly than some logisticians have been strongly promoting the need for collaboration among supply channel members that are outside the immediate control of a company’s  logistician, that is, members who are legally separate companies. Collaboration among the channel members that are linked through buyer-seller relationships is essential to achieving cost-service benefits unable to be realized by managers with strictly an internal view of their responsibilities. Supply chain managers consider themselves to have responsibility for the entire supply channel of the scope as illustrated in Figure 1-8. Managing in this broader environment is the new challenge for the contemporary logistician. Objectives of Business Logistics/SC Within the broader objectives of the firm, the business logistician seeks to achieve supply channel process goals that will move the firm toward its overall objectives. Specifically, the desire is to develop a logistics activity mix that will result in the highest possible return on investment over time. There are two dimensions to this goal: (1) the impact of the logistics system design on the revenue contribution, and (2) the operating cost and capital requirements of the design. Ideally, the logistician should know how much additional revenue would be generated through incremental improvements.