Special Needs Patients with Post-Traumatic Stress Disorder Essay Example for Free

Special Needs Patients with Post-Traumatic Stress Disorder Essay Post-Traumatic Stress Disorder (PTSD) is a type of anxiety disorder. PTSD is a serious condition that can develop when a person has experienced or witnessed a traumatic or terrifying event in which serious physical harm occurred or was threatened. Usually the body is able to recover to normal levels of hormones and chemicals the body releases due to the stress. But with a person with PTSD the body keeps releasing the stress hormones and chemicals. An example of PTSD could be a soldier whose been to war. For a person with PTSD, the anxiety and over whelming thoughts of the event can continue and even increase over time. There are three types of PTSD symptoms: Reliving the event, which disturbs day-to-day activity, Avoidance, and Hyper arousal. Treatment for PTSD involves talk therapy (counseling), medicines, or both. The feelings felt by PTSD patients become so strong that many aspects of the individual’s life can be affected. Performing a simple task, like brushing their teeth can become overwhelming (A. D. A. M. Medical Encyclopedia, 2013). Research conducted by periodontists from the University at Buffalo School of Dental Medicine shows that patients with long-term post-traumatic stress disorder (PTSD), showed significant erosion of tooth surfaces. A group of 40 PTSD patients who had been diagnosed with 100 percent disability, were taken from the VA Medical Center and compared to a group of patients that did not have the disorder. The patients with PTSD had significantly more tooth plaque and gingivitis. Doctors suspect that this could be caused because of their illness, the patients are unable to carry out good oral hygiene compared to the non-PTSD patients. Also the PTSD patients were found to suffer from bruxism and clenching which can be related to extra daily stress they feel. Participants received an oral examination and evaluation of tooth wear. Results showed significantly increased wear of tooth surfaces in three dimensions near the gum line, vertical, horizontal and depth in those with PTSD. PTSD patients showed vertical erosion was more than three times greater, horizontal was more than four times greater and depth was more than 10 times greater than the patients not having PTSD (Baker, 2001). Extra considerations need to be taken for dental patients being seen with PTSD. As dental hygienist’s special treatment planning may be needed due to the greater dental and behavioral challenges the PTSD patients may present with. Special attention must be paid to health history questions and getting as much background information of the patients initiating factors, diagnostic criteria, and medical management of the PTSD, so the dental team can better understand and manage the patient. Also, it is extremely important to prevent further loss of tooth structure and surfaces. Together the dentist and hygienist need to work together to rehabilitate the damaged areas. Different recommendations can be made to patient to help with dental issues such as a night guard to help with bruxism and a frequent recall for dental cleanings to help battle the problems caused by poor oral hygiene. As with all patients’ encouragement and being understanding of patients’ needs is very important (Wright, 2004).

The Amityville Horror Analysis

The Amityville Horror Analysis For many, buying a new house symbolizes a fresh start. For first time home owners, it may be a sign of self fulfillment and accomplishment. But what if your dream home had a violent and tragic past? What was once the start of something great, turned into a terrifying nightmare? The Amityville Horror misfortune and haunting depict just that. The families that have lived there endured torment and hell, their stories becoming a legend over time. The DeFeo family were the first inhabitants of the infamous Amityville house. Ronald DeFeo, nicknamed Big Ronnie, and his wife Louise were newlyweds who decided the make a family. The first born was Ronald Joseph DeFeo Jr, nicknamed Butch on September 26, 1951. As a child, Butch was overweight and a loner. He was constantly teased at school, and his home life was no better. Big Ronnie disciplined Butch with no mercy. Hot tempered, Big Ronnie often took out his frustrations on Butch, and was seen as a man of authority, not to be reckoned with. Later in his teen years, Butch began using amphetamines, losing most of the weight and becoming bigger, leaner and stronger. His school issues were better; however his life at home continued to be the same, with him and his father fighting relentlessly, sometimes resulting in physical fights. (Osuna, 2003). On one occasion, during a heated argument, Butch pointed a 12 gauge shot gun, with the intention of shooting him. However, the gun did not g o off. Some say this foreshadows the upcoming events. (The True Story of the DeFeo Murders, n.d.). On July 29, 1956, Louise DeFeo gave birth to a daughter, Dawn Theresa DeFeo. Then, on August 16, 1961, Allison Louise DeFeo was born, followed by Marc Gregory DeFeo on September 4, 1962. The last child to be born into the family was John Matthew DeFeo on October 24, 1965. Fed up with living in Brooklyn, New York, the family decided to look for a new home. They eventually settled on a lavish house on 112 Ocean Ave in Amityville, Long Island. The dutch colonial, built in 1925, had two stories, six bedrooms, attic, basement, a gamble roof, an in ground swimming pool, and a boathouse that sat at the edge of Amityville creek. The house was long and narrow, the front showing the half-moon windows, looking somewhat like eyes, overlooking the street. The inside of the house was quite regal. The interior walls were covered in red velvet texture. In the dining room, a luminous crystal chandelier hung over the long dinner table, which seated 6. After moving in, the family decorated the living r oom with statues and paintings, which were in the living room. In the midst of it were a beautiful large fireplace and a baby grand piano. There were also self portraits made for everyone in the family, which was strung along the walls leading up the stairs to the second floor. (Osuna, 2003). It was seemingly the perfect house to raise a big family and dog, Shaggy. The family even placed a sign that read high hopes that hung on a lampost on the property, signifying the new beginning. (Anson, 1977; The True Story of the DeFeo Murders, n.d.). Though the DeFeos had their dream house, the violence still persisted. Butch began using hardcore drugs such as heroin and LSD. He also started committing petty theft. All the while, he was working with his father at Big Ronnies car dealership. Not satisfied with the amount he was being paid, Butch devised a plan to gain more. Given the order to deposit $1,800 in cash and $20,000 in checks into the bank by a staff member, he fabricated a lie, being said he was robbed on the way to the bank by an acquaintance in on the deal. He would then split the money with him. Around 12:30 pm, the two set off for the bank. Two hours later, the men came back to the dealership and declared they had been robbed at gun point. Big Ronnie was enraged and called the local police. After their arrival, they questioned Butch, who immediately became edgy and ill-tempered. He soon became violent with the allegation of lying. A few days later, Butch was summoned to the police station to point out the possible thief. After agreeing, Butch eventually backed out at the last minute. After hearing about this, Big Ronnie became livid, and came to his own conclusion about the incident, and Butch was to blame. He confronted his son at work and belittled him with insults and threats. (The True Story of the DeFeo Murders, n.d.). In the early evening of November 13, 1974, at a nearby bar called Henrys, which was located down the street from the Amityville house, neighborhood friends gathered for drinks ad conversation. Around 6:30 p.m, Butch raced in, face flushed, beads of sweat running down his forehead, and out of breath. Trembling, he yelled that someone had shot both of his parents. Butchs best friend, Robert Kelske ran over to his friend to console him. Robert rallied up patrons at the tavern and they all packed in Butchs 1970 blue Buick Electra 225, heading towards the house. Though it was merely down the block, Robert sped down the street, arriving in seconds. (Osuna, 2003). Quickly, the men ran inside. The house was quiet. Not a single sound was heard except the barking of Shaggy. The men hurried up the staircase, Robert leading. He knew exactly where the master bedroom was located, for he was an avid visitor to the DeFeo residence. Upon arriving to the second floor, the men were instantly greeted with a foul stench, the smell of death. Bracing himself, Robert opened the bedroom door and flipped the light switch. In the bed lay Big Ronnie and his wife Louise. At first sight, it was clear to see a bullet hole in the back of Big Ronnie DeFeos back. Pools of blood surrounded the couple. Dried blood had formed and ran from the wound. Louise DeFeos wounds were not easily seen, for she was snuggled beneath the comforter, however it was clear that she was not sleeping. (Osuna, 2003) Feeling lightheaded, Robert, started back downstairs, taking in what he had just discovered. Another member of the group, John Altieri, began to search the remaining rooms, which belonged to Butchs brothers and sisters. The first room to be checked by John, was that of John, 9 and Marc DeFeo, 12. John DeFeo lay lifelessly in his bed, his Knicks jersey devoured in blood. Lying in a neighboring bed was Marc, face down on his stomach. On his back was bullet wound, indicating how he was slain. (Osuna, 2003). The next to be found was Butchs sisters, Allison, 13, and Dawn, 18. Both were found in bed, dead via gunshots. Gruesomely the girls were shot in the head, though it was difficult to pinpoint the exact entrance wound; there was too much blood to know. Dawn was shot in the face in which half of it was splattered around the innocent girls bedroom wall. After these horrible murders were discovered, the police was called. By 7:00 p.m., the DeFeo residence was infested with officers and in vestigators. Instantly they looked to Butch for answers, seeing as how he was the sole survivor. (The True Story of the DeFeo murders, n.d.) Detectives Gasper Randazzo, Gerard Gozaloff, and Joseph Napolitano were assigned to interrogate Butch. When first asked what might have happened to his family, Butchs answered that the mafia was to blame. Louis Falini, an infamous hit man was the person to shoot and kill his family. Butch had said the hit man committed these crimes out of revenge for a fight the two of them had. Butch feared for his own life, and the police decided to take him back to the station for protection. In his written statement, Butch declared that he had went to bed at 2:00 AM that night. Then, at 4:00 AM, he reportedly heard the toilet flush in the upstairs bathroom, and that his family members were still alive and well. After tossing and turning, Butch decided since he could not fall back asleep, he would head into work early. He went on to say that he left work early and hung out with friends, all the while trying to reach his family, but failing. After returning home, he claimed to have slipped through the kitchen window and then discovered his parents bodies. That is when he raced to the bar. (The True Story of the DeFeo Murders, n.d.) The motive did not hold well for long. After intense examination of evidence in the home, it was apparent that the ammunition used in the murders, was that of Butchs .22 and .35 marlin rifles. Also, through the questioning of Robert Kelske, police found out of Butchs gun infatuation and the rocky relationship between him and his father. At 8:45 a.m., November 15, Butch was read his rights. After hours upon hours of questioning, and evidence pouring in that Butch was in fact inside the house during the murders, his story began to change. Now he was insisting that Louis Falini had held him at gunpoint around 3:30 a.m. and took him to each of his relatives room and to watch them be murdered. However, there were more holes in his story that Swiss cheese. Soon the truth came out. There was no mafia hit on the family. No one was to blame but Butch, who confessed he was the murderer in this statement, It all started so fast. Once I started, I couldnt stop. (The True Story of the DeFeo Murde rs, n.d.) The truth was, on the night of the murders, around 3:00 a.m., Butch casually walked into his parents room and shot and killed them. He then proceeded to do so with his brothers and sisters. It was estimated the killing spree took just 15 minutes. He then cleaned himself up and hid the evidence (gun, bloody clothing, etc). Eerily enough, after the killings were done, he continued his daily routines and went about his day. He went to work, and hung out with friends, as if he hadnt just murdered his entire family. (Eblin, 2007; The True Story of the DeFeo Murders, n.d.) Nearly a year after the murders, Butch finally went to trial on October 14, 1975. William Weber was assigned to be Butchs defense attorney. His defense was that his client was not in his right mind when he committed these murders and offer to plea insanity. After questioning on the stand, Butch gave even more bizarre stories on how is family was murdered, going as far as saying his sister Dawn was the one who killed, not him and he killed out of self defense. He also claimed he heard voices from inside the house telling him to murder his family. When shown a picture of his family members, and asked if he had killed him, Butch answered, As far as Im concerned, if I didnt kill my family, they were going to kill me. And as far as Im concerned, what I did was self-defense and there was nothing wrong with it. When I got a gun in my hand, theres no doubt in my mind who I am. I am God. (The True Story of the DeFeo Murders, n.d.). After weeks of trial, the jury spent two weeks deliberating t he fate of Butch DeFeo. The question was, was he the victim of insanity, or a cold blooded murderer? The results were in; the vote was 12-0. On November 21, 1975, Ronald Butch DeFeo Jr was found guily of 6 accounts of second degree murder, and sentenced to 25 to life on each case. Till this day, Butchs home is the New York State Department of Corrections. (Eblin, 2007; The True Story of the DeFeo Murders, n.d) The house remained vacant for 13 months after the murders. George and Kathy Lutz, also newlyweds, wanted to start afresh. The two had sold their own properties, in order to purchase one they can share together along with Kathys children from her first marriage, Daniel, 9, Christopher, 7, and Melissa Missy, 5, and their Malamute/Labrador mix named Harry. The couple came across the Amityville home from an ad in the newspaper. Like the DeFeos, the Lutz fell in love with the house. The realtor had told them about the horrible incident that took place there, for which gave the couple their reservations. However, after discussing the fact amongst themselves and the children, the Lutz decided to ignore the negative past, in hopes of starting a brighter future. (Anson, 1977; Belanger, 2005) The Lutz bought the house at a price of $80,000, considered to be a bargain. The family moved in on December23, 1975. The DeFeos furniture remained in the house, which some may consider creepy, but for the Lutz, it was a bonus to have the elegant furnishings. A friend of George insisted of blessing the house upon hearing about its history. Having no qualms, George decided it would bring no harm and agreed, seeking out Catholic priest named Father Ralph J. Pecoraro (Father Ray). When Father Ray started his blessing on December 23, after flicking holy water and beginning to pray in an upstairs bedroom, he heard a low masculine voice demand get out .Leaving the house, Father Ray did not inform the Lutz of what he heard, instead telephoning George the day after to advise him to stay clear of the room in which he heard this voice. As it may, the upstairs room, intended to be a sewing room, had formerly been Marc and John DeFeos bedroom. (Anson, 1977; Belanger, 2005) At first, the Lutz noticed nothing unusual about the house. There were cold spots throughout the house, but they insisted it was just a draft. Thinking nothing out of it, the Lutz continued to make a home in the Amityville house. However, through the days to come, strange occurrences began to take place. George describes hearing doors slam in the middle of the night. Id be lying in bed and Id hear the front door slam shut, Lutz said. Its an unmistakable sound in that house you absolutely knew that was the front door. Id go downstairs and the dog would be asleep at the door, nothing would be disturbed, and the door would still be locked. So you start questioning yourself. He also describes hearing what he thought to be a clock radio going off downstairs, sounding like a marching band, with hard footsteps. After running downstairs to check the noise, nothing was present, just their sleeping dog. (Belanger,2005) Kathy Lutz was having her own experiences in the house. One night, Kathy and George awoke and found Kathy to be 40 years older than what she was, the hair wild, a shocking white, the face a mass of wrinkles and ugly lines, and saliva dripping from the toothless mouth. George describes. By morning, her looks returned to normal. Kathy had also recalled having the feeling of being embraced by someone, even smelling perfume. However, she insists this did not feel threatening, but comforting. More days went by, and the paranormal activity became worse each day, hearing more mysterious footsteps throughout the house. One day, Kathy came across a hidden room. It was painted red, and was hid behind a massive bookshelf. The realtor had not told them about this room, so they decided to see the original house structure. The room had not been on it. George explains the room as being big enough for two people to sit. He goes on to say, The room had odors coming out of it, and they werent always t here, and there was no pipe access for sewers or anything like that. We took Harry down there, and he just wouldnt go in. He backed away. Its the only time I can recall him ever cowering from something. That was just one of those discoveries in the first few weeks of moving in. The room soon became to be known as The Red Room (Belanger, 2005; Anson, 1977) Soon, George and Kathy were not themselves. They rarely left and had no desire to leave the house. George seldom went to work, and began to lose weight. Instead of going out with friends, they invited them over. It was in these instances when not only George and Kathy heard mysterious noises, but so did their company. A fact that both made the Lutz happy for not thinking theyre crazy, but also horror because it was the evidence that what was happening was real. (Belanger, 2005) Night after night, George would wake up at 3:15 am, always having the urge to check on the children and the boathouse. Numerous times George had locked the boathouse doors, and within returning to his room, the doors were already swinging open. Coincidentally, this was the estimated time the DeFeo family was murdered. He would be awoken by the front door slamming on occasion, only to find the door tightly shut with the dog asleep in front of it. He also began drinking at a bar called The Witches Brew, a bar that which was Butch DeFeos favorites and a regular customer. Kathy would have horrible nightmares about the murders of the DeFeos nearly every night. They were so detailed, Kathy could pinpoint the exact sequence and how they were murdered. The children also began sleeping on their stomachs, the position in which the bodies of the DeFeo children were found. Missy, their youngest child, began talking frequently about an imaginary friend, Jodie. Missy said Jodie could take on any form, but was often seen as a pig like creature with red glowing eyes. She told Missy her and her family was going to live there forever. One night, while checking the boathouse, George had seen a pair of red eyes glaring at him from Missys bedroom window. It was suggested that this was Jodie. Huge cloven footprints outside the house in the snow had also been found. (Anson, 1977; The Real Amityville House: Seperating Fact From Fiction, n.d.) It was not only the family that was becoming different, but so was the house. Many times, the family would notice an odd, black substance dripping from the keyholes on the door. Jello-like substances were also being found scattered on the floors on the house. There were still immense cold spots, once recording to be a 40-50 degree difference from what the thermostat indicated. Flies had started to infest the house, despite the fact it was the middle of winter. Hundreds of flies were always found in one room; the sewing room, and there was no use in killing them, because they repeatedly came back. And on some nights, Kathy and George even experienced being levitated right off their bed. (Anson; 1977; The Real Amityville House; Seperating Fact From Fiction, n.d.) After decided enough was enough, they decided to bless the house themselves on January 8, 1976. While in the process, George held a silver crucifix and the two spoke the words of the Lords Prayer. In the living room, George could hear a group of voices telling them Will you stop?! By mid January, the Lutz had their final night in the house. The Lutz claims the events of that final night was too terrifying and they have no wish to speak about it. They decided to pack a few belongings, rallied up the kids and dog, and head to Kathys mothers house. But even then the phenomena did not end. George and Kathy recalled slime coming up the staircase towards them and also claims they levitated again. The Lutz did not return back to the house, even for their possessions. It had only been 28 days since they first moved in. (Anson, 1977; The Real Amityville House; Seperating Fact From Fiction, n.d.) The Lutz moved to San Diego and say they were finally freed from the presence inside the house. They stayed married until the late 1980s until they divorced. In 2004, Kathy died of emphysema, and George died in May of 2006. The two still remained close until their deaths. The house still stands today. It was newly renovated, with a new address and new owners. The new owners claim they have not experienced any kind of paranormal occurrences since they have been living there. The intensity of this story has been the base of many books and movies depicting the events that took place in this house. Because of the numerous movies made, most popular question asked if it the haunting was real or a hoax. However the Lutz participated in a polygraph test, in which they both passed with flying colors. (Anson, 1977; The Amityville Horror Official Website, n.d.)

Marketing strategies of Burberry

Marketing strategies of Burberry The marketing of the business will focus on providing value to the customers both through the products sold and information provided through online outlets (Schultz and Kitchen, 2000). The basic ploy for Burberry has always been to have a signature trend this is perhaps the most exciting and dynamic part of their management strategy, and they have managed to keep that aspect alive from conception to the modern day products as well (Clancy et al, 2000). One pattern that they have always fallen back on as a signature of their brand has been the distinguishable tartan pattern. This is a huge advantage for a retail marketing plan as having a signature like that can be used very effectively in the displays and designs used to further spread the image of the brand. Furthermore, another major advantage for designing the retail marketing plan for Burberry is that it has an iconic product like the trench coat which can also be used intelligently in retail marketing. The basic idea of the retail marketing plan for Burberry here is to design a marketing mix that will work best with the management techniques already being applied in the company (Day, 2004). The Burberry Group plc is a very popular and successful clothing and fashion line based out of London, UK (Day, 2004). The Burberry brand also incorporates a manufacturing industry for all its clothing as well as relevant fashion accessories for a specific group. Burberry has already made its name retailing their trademarks across branded outlets all over the world and in multi-outlet malls (Finch, 2005). Furthermore, it already has five established brands that are globally recognized, which are: Burberry London the core branding image Thomas Burberry Burberry Brit Burberry Sport Burberry Prorsum (Finch, 2005). SITUATION ANALYSIS The purpose of designing and implementing a retail marketing plan now is to make sure that the overall sales ratio of the Burberry brand increases on the international front. This of course cant without first conducting the SWOT and PEST analysis on the global scale as well. SWOT: The core strength is established brand recognition and established trademark style. Established media and distribution network also adds up to its potency. The major weakness arises as it is a premium product and hence can only aim for upper income families as opposed to the masses with its high price range. It has limited spread in the Asian market. Opportunity would be Chinas booming fashion industry as it could be a great venture. Threat is from newer and cheaper brands offering same product range globally. PEST: There is little pressure politically on the brand. In fact it has support as Queen Elizabeth II and Prince of Wales both have given Royal grants to the brand in the past. The European economic crisis is a great threat to the pricing of Burberry and hence calls for a repositioning of the price rationale. There are very few social limitations in developing countries. The social cultures are very different. The apparels consumed differ demographically and culturally. The technically developed countries are the major markets to enter. The online shopping strategies are easy to implement and expand the shopping platform. OBJECTIVES Business to Customer Objectives: The smart objectives chosen for the retail marketing plan for Burberry are: Creating awareness: The primary aim of retail marketing plan is to make sure that the chosen brand is represented visually to the target audience, hence investing in designing the store or creative magazines, giveaways, etc will be the focus of this marketing plan. Furthermore, the marketing will be far more focused with this approach (Philip and Kevin 2006) Another aim would be to make sure that the retailing allows the customers to discover the product as a must-have which will deflect their attention from the pricing criteria. This can be done through focusing primarily on the product and its quality making the customers believe that they are investing in a product that is worth the price tag (Philip, 2008) The final aim will be to improve the overall percentage of sales for the company both locally and internationally. This will be done through timely, intelligent and cost-aware allocation of resources with the use of innovative management theories that will increase overall profit ratios and sales ratios (Schultz and Kitchen, 2000). Burberrys expansion into Europe would be a smart move particularly fashion locale, Paris and Beijing. Increasing franchising in Japan will be another smart move. The sales percentage anticipated would be at 6% in these countries. Deeper penetration in China by opening 8 stores. More details of sales forecasts are given in the later sections. Management Objectives (B2B): Marketing management is really crucial in all retail marketing plans as its only through the marketing strategies that the retail image can be sold (Joshi, 2005), hence some of the really important marketing management goals must include the following aspects: Consistent analysis of the progress of retail strategies. Recording customers response to retail designs and mediums. Managing personable associations with all complementary partners to accelerate the retail visibility for Burberry as well as conduct word-of-mouth advertising. Engaging not just the customers but also the employees i.e. to keep the motivation levels high in order to guarantee that the quality or intensity of the marketing plan does not falter after the first wave of activities. Keeping the above points in mind retail management goals, locally and internationally, must incorporate the following in the long run: Retain as well as increase the percentage of customers investing in and purchasing the brand (Joshi, 2005) Increase in sales by 6 % in 1st year 10% in 2nd year and 12% in 3rd year Increase revenue by channels Retailing: Increase by 5% through opening of new stores in Beijing and Paris. Licensing: Increase by 7% Leveraging franchise in Japan. STRATEGY Segmentation: The market segmentation for Burberry is every straight forward and can be divided into the following characteristics and personality aspects (Zinderman, 2009): Primary age group: 18-30 years old. Secondary age group: 30-40 years old (Zinderman, 2009) Students and working youngsters Preferably those with a strong sense of style and creative instinct (Zinderman, 2009) Families in the a higher income group i.e. with earnings that allow discretionary expense (Zinderman, 2009) Individuals who are not afraid to stand out in a crowd and single-handedly try to bring about a positive change (Zinderman, 2009) Pricing strategy: Since Burberry is a premium brand with its target audience belonging to the upper middle class, the pricing will complement that stance. Giveaways or small gifts will be priced from 40 pounds and upwards depending upon the intricate design of the gift chosen. Majority of the clothes will be priced between 200 pounds to and upwards of 1000 pounds and more ranging from items like scarves, cap and other smaller items being priced in the low ranges and the trademarked trench coats being priced in the upper ranges. Hence, the tactic of pricing used here is differential. The prices will of course be aimed to be lower than previously recorded by the branded due to the global expansion into economies that are experiencing financial crisis as well. Positioning Burberry as a fashion brand has the following factors that design its positioning and make it stand out from the rest High dependency on the latest and trendiest fashions this is well represented through the use of multiple product brands and lines that are launched in the competitive market. Hence each product line specializes in a certain type of demand which does not impact the quality of the end product either (Ries and Trout, 2000) Investing in the premium luxury accessories and fashion items this is done through the use of old and new license projects conducted with all the relevant business partners (Ries and Trout, 2000) Gap Dashboard The gap dashboard for Burberry can be designed using the marketing metrics. These metrics will be collected after at least a week of the product being open in the POS structure. All the stats will be recorded and then the gap dashboard will be used to conduct monthly comparison and analysis to see how the projected results match the anticipated results and how the progress complements the initial goals of the retail plan. The Gap Dashboard will allow the marketing manager as well as the CEO to assess where the loopholes lie for the inefficient achievement of market goals. The table (Appendix 1.1) shows a hypothetical anticipated result scenario for Burberry under this particular retail marketing plan (Lenskold, 2003). IMPLEMENTATION To complement the above goals, the following tactical strategies must be employed: In Japan, China and Paris: Using the facilities of IT and internet to spread word online using the various social network websites and outlets. This will also present more visual options for the company that could not be employed in other tangible retail activities (Joshi, 2005) Globally: Using the facilities of newsletters (online and offline) along with magazines, booklets, etc to showcase Burberrys creative angles and its past success (Keller, 2002) In Japan, China and Paris: Use sponsorship techniques for arts colleges and universities to scope out the real target market (as explained in the segmentation above) (Keller, 2002) Globally: Similarly, offering internship programs for local art museums and outlets to increase brand awareness (Keller, 2002) Globally: Aim to calculate the levels of customer satisfaction and compare them to prior rates to understand where the strengths and weaknesses of the strategy lay (Keller, 2002) Pricing logic: The prices will not be lowered so much so that they harm the image of the brand but minimal lowering of the prices will be done. The mark-up over the suppliers price will also be lowered than engagements to stay competitive i.e. it will be at around 80%. The brand will not need a penetration price as it does not aim to divert from its designated customer base (i.e. upper income families) and move into the masses. Price slashing and penetration are necessary if and when a brand chooses to expand into the masses. Web Plan Adaption process Using a proper website will be the primary way to market the retail outlet. Social media and the internet will the primary tool of communication in this marketing plan. It is important to note here that two marketing mixes can be used in this retail marketing plan: 1) mass marketing and 2) niche marketing. The social media can be an open call to masses whereas the use of customer relations on the selected outlets and franchises in specific areas would be a result of the niche marketing mix strategy. The following aspects will be highlighted in all social media presentations: A slideshow of all brands and product lines for the customers convenience Updated contact and outlet-location information Membership/ sponsorship and internship details Testimonials from business partners Event details and listings Links to similar businesses (this will be a two-way road where the link to Burberry will be on the links that Burberry lists in its website as well) The Social Media Approach The Retail plan will also aim to use the following social media outlets with similar features as mentioned above: Facebook Twitter For all recent developments and relevant fashion articles related to Burberry or other business partners YouTube For launching short creative films or marketing campaigns to promote the brand Discussion forums open to all customers, employees and management. This will be great to engage customers, make the brand more personable and recording customer response. Store Design Burberry outlet designed from this particular retail marketing plan will aim to have the following personality traits: funky, modern, chic, trademarked (tartan and trench coat patterns). The overall ambience of the outlet will be friendly and courteous. The design will be very open with a lot of natural light. The customer will be given total transparency to the products and their original sources. The aim will be to make every visit be a learning experience for the customer so that the customer leaves being more informed about the brand and how Burberry can represent them in the sea of brands. The store design will be aimed to be proactive in design and construction so that the customers are drawn in and left with a very clear cut image of the brand in their minds when they leave. This will also help word-of-mouth retail branding of the store as well as Burberry (Lenskold, 2003). CONTROL AND MONITORING Sales Forecast There is an expectation of sales to dip during the winter and summer seasons when the weather is uncomplimentary to the product ranges made available by Burberry. The graphs below show anticipated sales (monthly followed by yearly) on four major product lines: handcrafted or hand-stitched apparel, gift items and womens and mens items. The graphs are followed by a table of overall anticipated sales forecasts. Others factors included in the market research included market trends, consumer behaviours and economic conditions. Customer Expectation and Retention Customer Retention and response are very important aspects to assess the success or failure of any or all marketing plans (Patterson, 2008). The customer response suggested in this marketing plan mainly revolves around building strong and personable relationships and sustaining them in the long term. The pyramid below shows exactly that in two circumstances: one when the customers are in a group i.e. on social media and two when the customers are dealt on an individual level i.e. in the outlet or through direct marketing (contingency plan). The former shows a different marketing mix i.e. marketing to the masses whereas the latter shows niche marketing as the chosen marketing mix. Spending on Channels Spending on Channels is expected to range in the following figures. The key channels would be radio and online advertising. They are cheaper are cost effective. All units are in USD. Marketing Expense Budget Channels Year 1 Year 2 Year 3 Radio Advertising 35,000 38,000 44,000 NewspaperMagazine Advertising 45,000 48,500 55,000 Online Advertising 55,000 65,000 70,000 Arts College Sponsorships 25,500 25,500 30,000 Customer Membership Discounts 15,000 15,000 17,000 Internship Offers 20,000 25,500 30,000 Other 15,000 16,000 20,000 (Refer to Appendix 1.7 for approximate costs and selected channels) During the 3rd year the spending has to be increased as the products reach maturity level. It is very important to extensively promote the declining product range. This is also a part of contingency plan. Contingency Plan The contingency plan for Burberry under the current circumstances includes a fresh and approach to the marketing mix that currently exists. The contingency plan must be to revert back to the original marketing techniques. The one that could be most useful is direct marketing. Businesses in the past have made use of direct marketing as a model of complete business or as a complementary to a wider incorporated marketing combination. A number of advantages can be gained from direct marketing by not only sellers but buyers too. Thus, the concept of direct marketing is gaining popularity and recognition. One of the major advantages that I feel a direct marketing plan will achieve is to engage all the parties involved from the manufacturers to the promoters to the web planners to the recruiters to the sales and marketing department. The figure below shows the interconnection of all these departments under the direct marketing plan followed by a table (Appendix 1.3) showing the sales estima tes for this contingency plan. RECOMMENDATION If the constructed plan works efficiently and hit the targets set in next 3 years, then the next major step would be setting up a high-class fashion institute in Paris and Beijing. The name would be Burberry Institute of fashion. Target students will be celebrity children, child artists and employee trainees. Education is a huge business. And this institute will also assist Burberry to showcase its fashion events and creativity development. CONCLUSION The marketing plan is designed to increase the overall performance of Burberry by increasing sales, revenue, brand value and customer satisfaction. References Clancy, K. J. and Kriegafsd P. C. (2000). Counter intuitive Marketing. The Free Press. Day, J. (2004). Burberry doffs its cap to chavs. Guardian.[online] available from [ March 22, 2011] Finch, J. (2005). GUS shareholders to receive Burberry cheque. Guardian News and Media. [online] available from [ March 22, 2011] Joshi, R. M. (2005). International Marketing, Oxford University Press, New Delhi and New York. Keller, K. L. (2002). Strategic Brand Management, 2nd ed. Prentice Hall. Lenskold, J. D. (2003). The Path to Campaign, Customer, and Corporate Profitability. McGraw-Hill Professional. Patterson, L. (2008). Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization. Racom Communications. Philip, H. M. (2008). Discovery-Based Retail. Bascom Hill Publishing Group. Philip, K. P. and Kevin L. K. (2006). Marketing Management, 12th ed. Pearson Prentice Hall. Ries, A. and Trout, J. (2000). Positioning: The Battle for Your Mind (20th anniversary ed.) McGraw-Hill. Schultz, D. E. and Kitchen, P. J. (2000). Communicating Globally. Palgrave Macmillan. Zinderman, C. (2009). A Grown-up Emma Watson Models for Burberry. International Business Times. [online] available from [March 22, 2011]

Positive Portrayal of Native Americans in the Film, Dances With Wolves

Positive Portrayal of Native Americans in the Film, Dances With Wolves The film Dances With Wolves, attempts to change our stereotypical view of Native Americans, as savage and uncivilized people, by allowing us to see life from their perspective, helping us to realize that many of their experiences are not all that different from our own. The main setting of the film is the Great Western Plains of North Dakota. John Dunbar comes to discover the west before it is completely destroyed through settlement and what he actually finds is a group of people that he comes to understand and love, for all of the qualities that he finds within their individual lives. The Sioux soon become a part of John Dunbar's experience not only in the west, but in his life as well. Through his eyes, the viewers begin to see that these Native Americans are not what they are expected to be, but instead are civilized and are companions that can have strong relationships. An important element of the film is the way that it sets us up to respect John Dunbar, for the qualities that he has. One of these qualities is bravery. In the beginning of the film, Dunbar is shown in a battle and he decides to get on a horse and ride across the front lines of his enemies fearlessly looking into the very faces of those whom are supposed to be his greatest enemies. This seems to be a foreshadow of the first meeting of Dunbar with the Sioux Indians, because like in the opening scene, he is unafraid to look into the face of a man who would usually be considered his enemy. After John Dunbar has ridden across the front lines twice, he falls from the horse out of mere exhaustion and is taken care of immediately. To show that Dunbar is valued by those around him, the do... ...views of these people and what they are expected to be, is taken away as the viewer realizes that the life of the natives is very common and understandable. This film almost goes to prove that often the reason that a certain group is tagged by prejudice views, is because little is known about where they are coming from, how they live or what they are experiencing in life. The film Dances With Wolves does a good job of proving that often our stereotypical views of others are inaccurate, and that the Native Americans of the west were not all that different from the whites that also inhabited the plains. Works Cited Costner, Kevin, dir. Dances With Wolves. Perf. Kevin Costner, Mary McDonnell, Graham Greene, and Rodney A. Grant. 1990. Videocassette. Orion, 1991. Reference Encarta Page. 16 Mar. 1999. "Sioux". 13 Oct. 2001.http://encarta.mns.com/find/Consise    Positive Portrayal of Native Americans in the Film, Dances With Wolves Positive Portrayal of Native Americans in the Film, Dances With Wolves The film Dances With Wolves, attempts to change our stereotypical view of Native Americans, as savage and uncivilized people, by allowing us to see life from their perspective, helping us to realize that many of their experiences are not all that different from our own. The main setting of the film is the Great Western Plains of North Dakota. John Dunbar comes to discover the west before it is completely destroyed through settlement and what he actually finds is a group of people that he comes to understand and love, for all of the qualities that he finds within their individual lives. The Sioux soon become a part of John Dunbar's experience not only in the west, but in his life as well. Through his eyes, the viewers begin to see that these Native Americans are not what they are expected to be, but instead are civilized and are companions that can have strong relationships. An important element of the film is the way that it sets us up to respect John Dunbar, for the qualities that he has. One of these qualities is bravery. In the beginning of the film, Dunbar is shown in a battle and he decides to get on a horse and ride across the front lines of his enemies fearlessly looking into the very faces of those whom are supposed to be his greatest enemies. This seems to be a foreshadow of the first meeting of Dunbar with the Sioux Indians, because like in the opening scene, he is unafraid to look into the face of a man who would usually be considered his enemy. After John Dunbar has ridden across the front lines twice, he falls from the horse out of mere exhaustion and is taken care of immediately. To show that Dunbar is valued by those around him, the do... ...views of these people and what they are expected to be, is taken away as the viewer realizes that the life of the natives is very common and understandable. This film almost goes to prove that often the reason that a certain group is tagged by prejudice views, is because little is known about where they are coming from, how they live or what they are experiencing in life. The film Dances With Wolves does a good job of proving that often our stereotypical views of others are inaccurate, and that the Native Americans of the west were not all that different from the whites that also inhabited the plains. Works Cited Costner, Kevin, dir. Dances With Wolves. Perf. Kevin Costner, Mary McDonnell, Graham Greene, and Rodney A. Grant. 1990. Videocassette. Orion, 1991. Reference Encarta Page. 16 Mar. 1999. "Sioux". 13 Oct. 2001.http://encarta.mns.com/find/Consise   

Animal Testing Essay -- Animal Testing

Animal Testing Animal testing is the running of tests and the research done in a laboratory on animals. Some of the tests are done to benefit human lives and other tests are done to determine side effects of a certain household or cosmetic products. It is a topic that has been up for debate for many years not only in the United States, but all around the world. While some support the advances that come from the research others oppose the cruelty that the media projects to society. No matter what one’s opinion of the subject is, it is still something that our society and culture deals with. There have been many progresses in the medical field and cures for a variety of different diseases found by testing vaccines and other treatments on laboratory animals. Scientists have been working for several years to try and discover a cure for the AIDS virus. According to Nowak, hopes for a vaccine to totally cure the virus are fading, however doctors have began to focus on a vaccine that would slow the progressions of AIDS. Diabetes is another disease that has benefited from the testing of animals. â€Å"Researchers who tested more then 50,000 natural and synthetic substances say they have found a fungus compound that acts like insulin, raising the possibility that diabetics in the future may take pills instead of shots†(Recer). As far as breast cancer is concerned, researchers for the government say that they have bred a strain of mice that identified what gene causes breast cancer in women (Waldholz). Another very important discovery in the medical fiel d is that â€Å"results of laboratory studies over the past year are providing new clues about how to prevent liver damage and giving researchers hope that they... ...er again and constantly ending up with the same results. In conclusion, animal testing is a subject that will continue to be argued about for years to come. There are two very distinct sides to the debate, it is either acceptable or it isn’t. Animal testing is a very beneficial process when used to discover cures in the medical field but should not be used just to simply test a new brand of cosmetics of household products. There have been several advancements made so far and more cures will be discovered as time goes on and more products are tested. The medical field has advanced so much due to the discoveries made from testing out new vaccines and medicines. They don’t have a cure for cancer today, but who knows, in ten years from now there might be a way to save loved one’s lives because of research and procedures that are being performed today.

The Position of Women in Our Society

Women are the inherent part of our society and cannot be neglected due to their less power and authority. They are created as a companion for men and men have to make her walk with them in the course of life. As Pakistan is an Islamic state so Pakistani female’s role and behaviors are defined by Islamic laws and as such are given divine sanction. She plays roles as a mother, a sister, a daughter, a wife. They play their roles with great responsibilities in upbringing of a healthy solid society, but she is in our so called modern world, still living in chains. The basic unit of society is a woman. As woman makes a family, family makes a home and homes make a society. So we should never think that a society would come into existence without the contribution of women. We all know that without education, no development is possible. Here we have forgotten that the very first and best school of a child is its mother’s lap. A good healthy society doesn’t automatically emerge on its own and stands firm but it needs to be emerged and for its emergence women play a pivotal role. From behavioral to health education women have their hands in. t’s a woman who teaches how to behave, how to speak and how to deal with different classes of people. These all are the basic fundamentals of a good society and women are the main contributors in building up a strong society. Arabia, the origin of Islam, in pre-Islamic ages was wrapped all over by blanket of evil deeds, wicked thoughts and immorality. Women were the most effected during that time. They were treated like animals. They were only used as sex toys and they were worse than slaves. The new born baby girls were buried alive as they thought girls were a curse for the family and society. But! They didn’t know that Allah’s blessings are upon that home and parents that have daughters. With the advent of Islam, the women got the respect and status in the society that she ever deserved. It the woman who is a mother and Islam has taught us that â€Å"paradise lies under the feet of mother†. From this we can judge women’s respect and importance in our life and society. The western countries have tremendously developed in all fields of life. Their education, their health departments, the departments of information technology are the in the highest rankings. In western countries men and women are working shoulder to shoulder in the same pace and both are contributing and playing their parts equally in the developmental processes. They are given basic education as well as fundamental and higher education without any restrictions from the society. That is why the West is that much developed. As they are educating and encouraging both the sexes equally and discriminating none. Like this there is competition and where there is competition there is invention and invention leads to massive developments. Pakistan is an Islamic country and exists and functions in the context of its unique set of historical, social, economic and political circumstances. Women within Islamic boundaries can take part in all activities weather they belong to financial, national, international, social or domestic affairs. Women population of our country is greater than that of men population. If such a big portion of population is kept behind then it’s difficult to progress with due speed and we will obviously lag behind the developed countries. Pakistan is an under developed country and most of its population is of the youth. It’s a golden chance for Pakistan to rightly utilize the youth’s energies. Women are more productive than men; if in Pakistan they are given the right platform they will smoothly carry the nation towards development. The role of Pakistani women in their families revolves around well-established conventions of male supremacy and female sub ordinance. Here the complete responsibility lies on the shoulders of the male to educate and encourage the females to step forward and to play their role in developmental processes. Women are not only for home-making and child-rearing but they must also be given chance to put their hands a little forward in building up of a good solid society. A good solid society is a good harbinger of development. In order for a society to be a pure society, both men and women should think, dress and behave in ways that allow pure thoughts and actions to dominate the way of life and create a social climate conducive to the achievement of the real goal of life.

Philippine School vs. American School Essay

Being able to go to school is a privilege. Here in the United States, they offer public schools to everyone without a fee but in other countries like the Philippines, they don’t. The Philippines is one of the third-world countries which means that there’s more poor people than rich and not everyone can afford to get an education. From where I used to live when I was still there, I always see children in the streets selling flowers or rags and most of them are just below the age of 16. They have no other choice but to do this because their parents lack money and no company would hire them because they have never even learned how to read. As I have experienced going to school in the Philippines and the United States, I am able to recognize the great differences between both countries’ ways of education. I was shocked when my mom told me over the phone that I can go to a public school in the U. S. for free. I was expecting that public schools won’t be as good as going to a private school because I used to go to a private school in the Philippines. When I started going to Patrick Henry Middle School in Granada Hills, I realized that I was wrong. The teachers are great and I was able to focus on my studies more because there were only 6 periods each semester. In the Philippines, there are 8 periods. They even have a subject for religion, mainly for Catholics. I’m not a Catholic so the subject was a waste for me. I personally think it is the last thing I should learn about. Another surprise for me is that here, the school lends books to the students. In the Philippines, we have to buy them, one for each subject! They don’t even give out lockers for free, we also have to rent them. I chose to rent one of course, I did not want to look like a turtle by carrying a backpack full of books, notebooks, and other school things. The others used rolling bags in order for them not to hurt their backs. In some public schools, students have to share books because the school cannot get as many books as much as there are students in it but here, almost every one of the books lent to us are in good condition. Although going to school was painful in the Philippines, they make it a challenge for us. There are no shortened days and no minimum days. Everyday was a day full of lectures, tests, and homework except for that one day when everyone goes to a field trip. The teachers are also considered as second parents because they get to have the students with them from Monday through Friday. Their ways of discipline are harsh, they make you squat with books on your arms, and sometimes, they can even hit you with a ruler, or pinch you. Teachers here don’t do that, they warn you or send you to B-1. It is definitely one thing I think we should be thankful for. Whether or not going to school is a good experience, it is a lot better than not being able to. I wish they could offer a free education in my country so everyone there would get a chance to learn something even though they haven’t any money to give. The way of school life in the Philippines may not be the best experience for me but it has helped me to go this far. Students should not just look at school as a meeting place to find friends but also as something very beneficial to them.