Sourav Ganguly

Sourav Chandidas Ganguly (About this sound pronunciation (help ·info); born 8 July 1972) is a former Indian cricketer, and captain of the Indian national team. Presently he is cricket commentator and President of Editorial Board with Wisden India[1]. Born into an affluent Brahmin family, Ganguly was introduced into the world of cricket by his elder brother Snehasish. He is regarded as one of India's most successful captains in modern times. [2] He started his career by playing in state and school teams.Currently, he is the 5th highest run scorer in One Day Internationals (ODIs) and was the 3rd person in history to cross the 10,000 run landmark, after Sachin Tendulkar and Inzamam Ul Haq. Wisden ranked him the sixth greatest one day international batsman of all time, next to Viv Richards, Sachin Tendulkar, Brian Lara, Dean Jones and Michael Bevan. [3] After a series of playing in different Indian domestic tournaments such as the Ranji and Duleep trophies, Ganguly got his big-break wh ile playing for India on their tour of England. He scored 131 runs and cemented his place in the Indian team.Ganguly's place in the team was assured after successful performances in series against Sri Lanka, Pakistan and Australia, winning the Man of the Match awards. In the 1999 Cricket World Cup, he was involved in a partnership of 318 runs with Rahul Dravid, which remains the highest overall partnership score in the World Cup tournament history. Due to the match-fixing scandals in 2000 by other players of the team, and for his poor health, Indian captain Sachin Tendulkar resigned his position, and Ganguly was made the captain of the Indian cricket team.He was soon the subject of media criticism after an unsuccessful stint for county side Durham and for taking off his shirt in the final of the 2002 Natwest Trophy. He led India into the 2003 World Cup final, where they were defeated by Australia. Due to a decrease in individual performance, he was dropped from the team in the follo wing year. Ganguly was awarded the Padma Shri in 2004, one of India's highest civilian awards. He returned to the National team in 2006, and made successful batting displays.Around this time, he became involved in a dispute with Indian team coach Greg Chappell over several misunderstandings. Ganguly was again dropped from the team, however he was selected to play in the 2007 Cricket World Cup. Ganguly joined the Kolkata Knight Riders team as captain for the Indian Premier League Twenty20 cricket tournament in 2008. The same year, after a home Test series against Australia, he announced his retirement from international cricket. He continued to play for the Bengal team and was appointed the chairman of the Cricket Association of Bengal's Cricket Development Committee.The left-handed Ganguly was a prolific One Day International (ODI) batsman, with over 11,000 ODI runs to his credit. He is one of the most successful Indian Test captains to date, winning 21 out of 49 test matches. Soura v Ganguly is the most successful Indian test captain in overseas with 11 wins. [4] An aggressive captain, Ganguly is credited with having nurtured the careers of many young players who played under him, and transforming the Indian team into an aggressive fighting unit.

Do people travel further to buy comparison goods rather than convenience goods?

My title asks, ‘do people travel further to buy comparison goods rather than convenience goods?' My data collection was carried out in the central business district (CBD) of St Albans. My general aim is to investigate a range of interests of shoppers in the area and also a little on the land use in the CBD. Once sufficient data is collected I will be manipulating it to answer my hypothesis and to draw a conclusion from the relevant results. St Albans was visited on a Market day, which is held in the main street of the city every Wednesday and Saturday. It was a suitable study area as it has many different aspects to it which would suit the needs for different types of data collection for many students with a large variety of hypothesises and questions. St Albans is located in Hertforshire, south-eastern England, on the River Ver, near its confluence with the Colne. St Albans is situated on the northern fringe of Greater London. The district includes the city and the parishes of Colney Heath, Harpenden Rural, Harpenden Town, London Colney, Redbourn, St. Michael, St. Stephen, Sandridge and Wheathampstead. (See figure 3). Nearby places outside the district include Hatfield to the east, Welwyn Garden City to the north-east, Luton and Dunstable to the north-west, Hemel Hempstead to the west, Watford to the south-west and Borehamwood to the south. (See figure 1 and figure 2). The population in mid-1998 was estimated at 131,400. (See figure 6). In the CBD of St Albans, our study included the roads, Market place (where the market is held), Chequer Street, Victoria Street, Peters Street, London Road, Holywell Hill, High Street, Verulam Road, Dagnall Street, Spencer Street, Catherine Street and Hatfield Road. (See figure 4 and figure 5). There are two main train stations. The city station is about 750m east of the city centre and is serviced by Thameslink. The abbey station is about 1km south of the city centre and is serviced by Silverlink. There is also a single train running between St Albans and Watford Junction, starting a new round trip every 45 minutes during most of the day. Housing is expensive relative to England in general, possibly due to the fast commuting to London by train. Notable buildings include St Albans Cathedral. The sphere of influence is the area served by a settlement, sometimes called a catchment area or hinterland. The larger the settlement, the greater the number and variety of shops and services and the wider the area from which people will travel to use the centre. London's sphere of influence is the whole country. Outside London towns such as Plymouth, Newcastle, Leeds and Norwich serve local regions. Market towns serve smaller villages and farms in the area. A village only serves itself and some surrounding farms. Smaller settlements tend to have fewer shops and services than larger settlements. The shops, such as a general store, newsagent, small supermarket and chemist tend to provide low-order or convenience goods such as newspapers, bread and milk. In larger settlements there are more shops and services. They include shops selling convenience goods but there are also department stores and specialist shops selling jewellery, sports equipment and furniture. These are called high-order or comparison goods. The types of goods and services in a settlement are linked to the following: – The threshold population: the minimum number of people required to support a service so that it remains profitable. In the UK this is about 300 for a village shop, 500 for a primary school, 25000 for a shoe shop, 50000 for a medium sized store and 100000 for a large one. – The range of a good: the maximum distance people are prepared to travel to use a shop or service. Most people do not travel great distances to buy a newspaper or do their shopping but they are prepared to travel further to purchase clothes, jewellery or furniture, which are more costly and bought less often. Method: On Wednesday 26th February 2003, geography students of Year 10 St. Helen's School visited St Albans on a market day in order to carry out some geography fieldwork for coursework. During the morning it was sunny and fairly warm, however, as the day went on, although it stayed sunny, it got colder. The CBD land use map (see figure 7) and the shopper's questionnaire (see figure 8) were carried out during the afternoon, when we were in the CBD. We were split into 11 groups of 4-5 people and were sent to one of the 11 sections of the CBD. By being split into groups and then spread to different areas all around the CBD, made data collection easier and quicker. My group and I were appointed to work in area 4, which included Chequer Street, Market Place and a small part of High Street. This area is in the heart of the CBD and was in an area where the market was being held. The CBD land use map was completed at about 14:30. My group and I walked around our area completing our land use map by filling in how each store along the streets was used. E.g. Fast food shop, shoe shop, newsagent etc. By doing this it showed us what proportion of stores were comparison and what proportion were convenience, were present in the CBD. This had to be pointed out as it could well effect whether people would travel further to buy either type of good. For example, if the CBD consisted almost completely of convenience stores, it may not be too likely that a lot of people would travel from very far to shop at the small range of comparison stores. There were a few problems with this method of data collection however. First of all, it was quite difficult to fill in every shop on the map. Some of the stores were hard to find or couldn't be found at all. Also, the map was a little too small to fill in enough detail. The shopper's questionnaire was carried out later on in the day. Each person in each group was advised to ask at least 5 different people who were seen in their particular area of the CBD. By asking the actual shoppers in St Albans, it allowed us to see their interests, whether they came to shop for comparison goods or convenience goods, how far they have travelled to buy what they wanted to buy, where bouts they have come from etc. Each question in the questionnaire had a different purpose, and some had some problems with them: – ‘Are you shopping in St Albans?': this was the first question asked. If the answer was ‘no' to this question, most of the other questions that followed would be completely irrelevant. – ‘Were you held up in any traffic jam?': there was a problem with this question because, if the person being questioned travelled by foot it would not be a relevant. – Some terms in the some of the questions were not understood by everybody. For example, ‘Have you come to use specialist services?', the term ‘specialist services' was not always understood and it had to be explained on many occasions. If the person being questioned was in a rush, they may not have had time to ask what the term meant, consequently giving an inaccurate answer which could effect the results. – ‘Where have you come from today to shop in St Albans?': this question may have caused problems as people were sometimes too vague with their answer because they may not have wanted us to know where they came from or maybe where they lived. E.g. If the person said that they came from London, it would have been too vague as from that, we do not know if they came from the CBD of London or the suburbs etc. Analysis and Interpretation: From studying the desire line maps (see figure 9 and figure 10) that I have drawn for both the distances people are prepared to travel for either comparison or convenience goods, it is fairly obvious that there are more people coming into St Albans from the south than from the north. This may be because of accessibility from these areas in the south and north to St Albans. I can see that there are better motorway links from the south than from the north. From the south there is the M1, A1, A41 etc. However from the north, although there are a few motorway links, it is more limited. Again from looking at the desire line maps, I can see that the results for comparison goods and convenience goods do not differ greatly at all. They both are drawn slightly north from Harpenden, and attracted greatly south-west by people travelling from Greater London. There are not so many people however travelling form the north-east or the south-west. Both desire line maps are very similar to each other, though there is one anomaly on the comparison goods map. This anomaly is the person who had travelled from Enfield which drew the sphere of influence further east. This, again, seems to be due to motorway links. A possible reason as to why the two desire line maps are so similar may be there is not a very large range of comparison goods in St Albans. From the CBD land use map, (see figure 12) even though it shows that there is a greater proportion of comparison stores than convenience stores, it may not mean that there is a large and wide variety of comparison stores. And at the same time, the market may have extended the distance people are willing to travel for convenience goods. Even though the market is of mainly convenience goods, people may still be prepared to travel from fairly far to shop in the market. This may be because people see that St Albans has a different atmosphere to any other market. For example, despite the fact that there is Watford Market in Watford, we can still see that quite a few people have travelled from Watford to shop and to use the market in St Albans. This may be because Watford Market differs greatly from the market in St Albans. Firstly, Watford Market is indoors. On the day we visited St Albans, the weather was very good, so that could have attracted more people. Watford Market is also only open on Tuesdays, Fridays and Saturdays, so because of this, people in Watford may have needed to buy something from a market even though the market in their area was closed. So, as the market in St. Albans is open on Wednesdays, and the day we visited the market was on a Wednesday, their may have been more people from Watford on that day, who wanted to use the market in St Albans. St Albans is also a fairly historical area, for example there are prestigious monuments such as St Albans Cathedral and the Clock Tower. This again could be another reason as to why people are attracted to the market in St Albans rather than a market in their own area or one nearer than the one St Albans. Conclusion: My title asked ‘do people travel further to buy comparison goods rather than convenience goods? From my results and interpretations I have been able to come to a conclusion to answer the question. I was able to see from my interpretations of the two desire line maps that the spheres of influences are of roughly the same shapes. The only factor that makes than a little different is the anomaly of the single person who had travelled from Enfield on that particular day. Also, all the reasons I have given as to why people may have travelled from particular places to buy either of the types of goods, even each other out. For example, the lack of variety of comparison stores lowers the distance people would be willing to travel for comparison goods, but at the same time the distance people would be willing to travel for convenience goods is being extended due to the unique market St Albans has. The results and interpretations don't particularly match text book predictions saying that people travel further to buy comparison goods than convenience goods. The ranges of the goods are very similar in this study and it shows that many factors can effect the distance people would be willing to travel to buy a particular good or to use a particular service. Therefore, one cannot always be grounded on the idea that comparison goods are always travelled further for than convenience goods are. To conclude, people do not travel further to buy comparison goods rather than convenience goods, but they travel about the same distances for either.

Personal Management Skills Essay Example | Topics and Well Written Essays - 1500 words

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Zambia Essay Example | Topics and Well Written Essays - 2000 words

Zambia - Essay Example The authors provide refreshing ideas on how Zambian wealth could be enhanced through formulation of better policies on environment in a country that heavily relies on copper mining for its economic mainstay. The authors acknowledge that development of Zambian economy mainly relies on â€Å"prudent environmental management†. To ensure the preservation of wealth in the country, Aongola et al emphasize on the need of promoting â€Å"sustainable development† in all sectors of Zambian economy. The authors refer extensively to previous research on Zambian economy and resources. This article provided me with a wider perspective of Zambian natural resources and social, political impediments that causes unsustainable utilization of resources. 2. Campbell, et al. Miombo woodlands: Opportunities and barriers to sustainable forests management. 2007. 2 June 2011. Retrieved from http://www.cifor.cgiar.org/miombo/docs/Campbell_BarriersandOpportunities.pdf The authors are natural resou rces experts, with many years of teaching experience in Universities across southern Africa. This article focuses on the Miombo Woodland, extensive tropical and seasonal woodland that covers an approximately 2.7 million Km2 across seven southern African countries including Zambia. The authors provide an overview of the critical role that Miombo woodland play in maintaining livelihoods of about 100 million inhabitants in southern Africa. The authors note, â€Å"high poverty levels in these countries have resulted to overexploitation of the woodland, a situation that threatens the ecological balance in Zambia†. This article provides an important contribution to this paper by highlighting the importance of Miombo woodland resources in mitigating poverty in Zambia and other southern African states. 3. Dorothy, F. A review of economic, governance and natural resource policy reform in southern Africa, with special reference to the case of Zambia. 11 Oct 2004. 1 June 2011. Retrieved from http://www.infra.kth.se/courses/1H1142/Furberg_EconChange.pdf This article focuses on the economic, governance and natural resources policies in Zambia. The author identifies lack of equitable and sustainable economic development as the main challenges that undermine social, political and economic development in Zambia. The author attributes the current environmental and economic problems in Zambia to previous political regimes in the country that instigated â€Å"poor political systems and environmental policies in the country†. The article provides a refreshing historical overview of Zambian political evolution and how it has influenced exploitation of natural resources in the country to date. 4. Jumbe, et al. Contributions of the Dry Forests to Rural Livelihoods and the National Economy in Zambia. 2007. 2 June 2011. Retrieved from http://www.cifor.cgiar.org/miombo/docs/ZambiaNationalCaseStudy.pdf The authors have critically evaluated the role of dry forests in enhanc ing economy of Zambia especially in the rural regions. According to the authors, dry forests in Zambia are important sources of wood, firewood, honey, wild fruits, traditional medicine, agriculture and an important source of income among the rural residents. This article is refreshing because it focuses on forest, an important non- mining resource in the Zambian economy. 5. MTENR. National Policy on Environment: Zambia. May 2005. 1 June 2011. www.mtenr.gov.zm/index.php?option=com_docman&task=doc The article is the policy document of the Zambian government on the environment and it highlights the strategic goals of development through utilization of natural resources. The government ministries, including tourism, environment and natural resou

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Business law - Essay Example There are three main approaches to statutory interpretation, also known as canons. The first is the textual canon which gives rules for interpreting legislation as written. For example, one of the textual canons suggests that anything not mentioned on a list given in a statute is not included in the law. The second is the substantive category, which includes canons that promote the judge to favour specific results or judgements. For example, this includes the Charming Betsy canon, stating that decisions made should not conflict with international law, based upon Murray v. The Charming Betsy (Steele, 2007). Finally, there are a group of deference canons, which allow the court to defer to another authority when using interpretation (Steele, 2007), such as the UK Supreme Court. Question 3 Prior to the Human Rights Act 1998, European Convention was not a source of rights (Steele, 2007), and was not allowed to be used for statutory interpretation in many cases (Steele, 2007). The Human Ri ghts Act 1998 has now made it obligatory for courts to interpret the UK legislation in a way that fits in with European Convention rights (as in the substantive category of canons). This effect can be seen in cases such as Venables and Thompson v. News Group Newspapers [2001] 1 All ER 908 (Clarkson et al, 2008). ... This is also applicable in areas where case law is the source of law because there are no legislative pieces that adequately allow the judge to come to a decision (Gruner, 2004). The strength of binding judicial precedent is that it allows decisions to be made based on previous cases without excessive need for interpretation. However, it does take the focus away from the facts of the case in hand which may cause a wrong decision to be made. Task Two Question 1 The exception to the general rule that a corporation is criminally liable occurs in cases where either the crime or the punishment cannot be committed by or served by a company. For example, in the case of R v ICR Haulage Co Ltd [1944] KB 551 (Gruner, 2004), the company was convicted of a common law conspiracy to defraud. However, it was decided that the company as an entity cannot ‘conspire’ as it does not possess mens rea (Gruner, 2004). Additionally, as the punishment for murder is life imprisonment, a company c annot be convicted as it would not be applicable to an organization. Question 2 Using the principle of identification is difficult in some cases when dealing with business law. For example, a company cannot be convicted of manslaughter without some proof that a directing or leading mind behind the company is the reason for this gross negligence, then the prosecution will fail. The main issue with this is that the directing mind has proven to be extremely difficult to identify in many companies (Laufer, 2008), and only 7 of the 34 work-related manslaughter cases brought since 1997 have succeeded (Select Committee on Home Affairs and Work and Pensions First Report, 2004). To illustrate this, in the case

Hitler's Rise to Power Research Paper Example | Topics and Well Written Essays - 1250 words

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The Marlin Firearms Company marketing profile Essay

The Marlin Firearms Company marketing profile - Essay Example The Company currently sells nine major firearms, has historically produced many different types of firearms, and has evolved its marketing strategies to better reflect the attitudes and beliefs of today's buyers all over the world The various marketing objectives for the company have altered over the course of its existence and currently are reflecting the values of a large group of consumers who want specific products.The Marlin Firearms Company specializes in small arms manufacture and accessories. Originally, consumer appreciation of these products came from their basic differences from other firearms like those produced by large companies like Winchester (Marlin online, "The history of Marlin Firearms"). The machine guns produced by the company in the early 20th century were used en mass by soldiers during the First World War, but now the company has focused its production and marketing to smaller handguns and rifles that are used by homeowners and hunters. Communicative objectiv es for Marlin concerning their products are that these firearms are not, as in the past, for large scale warfare but for protection, collection and hunting expeditions. These are values the company realizes its customers hold highly and by focusing the range of products onto these values, Marlin is known for personal, acceptable manufacture of firearms.Marlin products are promoted on the basis that every customer has his or her own target in mind: whether it is actual target practice, small game, large game, deer, bears or random varmints, Marlin has a shotgun or rifle to get the job done. The premise of this promotional strategy is "Find Your Target" (Brophy 1989), and whether shopping online or speaking with a local dealer, customers can discover which guns suit their needs and skill levels. Along with the guns themselves, Marlin promotes an entire line of accessories such as hats, gun slings, books and knives to accompany the hunting lifestyle. In particular, marketing is focused on Americans who have often grown up with parents or grandparents who hunted, and who want to continue what they view as a traditionally way of life. Marlin markets itself as "America's Favorite Riflemaker" (ibid.), a title that speaks for itself in terms of advertising. There is a large pull in the American market for hunting gear simply so that Americans can embrace this kind of lifestyle; Marlin caters to the existing market by advertising products specific to the purpose consumers have in mind. Promotional Budget The Marlin Firearm Company makes an estimated $28 300 000 annually in profit; it employs more than 575 people and is able to allocate up to 70% of revenue directly to marketing strategies (Manta online and Brophy 1989). This money is divided between the publishing of the sales catalogue, the upkeep of the website and advertising campaigns in many related publications. With the bulk of the budget being spent on various sponsorships in arms-related publications, Marlin spends relatively little on the maintenance on the website that accounts for a large portion of their income. The online catalogue and sales pitches found on the Marlin Firearms website are the most efficient way to advertise and make direct sales to customers who find the company through a simple keyword search. Media Strategies The Marlin Firearms Company has been a big part of the American firearm industry for some time now; despite this foundational image the company ensures that its name persists with constant sponsorship and event collaboration. The production of the company's own catalogue goes a long way to presenting Marlin products to the public,

An Investigation into the Effects of the 2012 London Olympics Dissertation

An Investigation into the Effects of the 2012 London Olympics - Dissertation Example Initial Literature Review This literature review focuses on the basic theories to be considered in the influencing of an investigation into the effects of the 2012 London Olympics. This review is divided into three main sections i.e. the paradox of globalization and localization, strategy perspective, and impact of culture. ïÆ' ¼ The paradox of globalization and localization: According to the theory of globalization and localization, the global convergence is mainly composed of convenience, low cost and high frequency of international communication, transportation and travel (De Wit & Meyer 2004). With the development of technology, the issue of distance has been overcome, and this has been a major boost in the Olympic games, considering that each time these games are held in different countries. This has improved the relationship amongst countries globally since they have become more closer than before. In the recent past, globalization has become extremely important expecially in the development of international strategy which includes global products and brands. With the opportunity of being the host country of the Olympic games, London opens doors for a markets, as well as target customers for global products and brands. Although there is the adoption of a standardized strategy, which might be desi rable under certain conditions, we cannot ignore the fact that there are several constraints to restrict the development and implementation of a standardized strategy. ïÆ' ¼ Strategy perspective

Persuasive Speech Presentation - why men should start using Rogain Essay

Persuasive Speech Presentation - why men should start using Rogain hair product - Essay Example Men experience hair loss due to the male pattern baldness which is a type of hair loss caused by the combination of male sex hormones and genes (Hayes 4). Stress, drugs, anaemia, and intake of drugs are some other reasons why hair fall has become common in men. The reason for hair fall can differ in individuals as each individual has a different scalp. Hair loss is a medical problem which is common in men as they approach their middle ages. Some men also tend to experience hair fall since their 20s. An average individual loses about 50-100 hair everyday but more than 150 is counted as excessive hair fall which needs to be controlled (Whiting 165). Young men are especially looking for solutions that could help them to reduce or control their hair fall until their old age. Hair thinning is also a problem faced by men and young men are increasingly conscious about their hair as they look for solutions to solve their problem. Young men love styling their hair to impress women as they use different hairstyles, haircuts, and gels that give their hair artificial shine and a stylish look that would attract women. These products are also leading to hair fall. Once a man starts losing his hair, he feels his morale going down as they believe women wouldn’t like them now and baldness is a sign of ageing. The hair fall problem is increa sing among men and they need a solution soon (Hall 67). There are many solutions for hair fall especially for men, which include drugs, herbal remedies, and general tips that could be used in our daily routines. There are several drugs that have been introduced that artificially lead to hair growth and lesser hair fall. These drugs are strong and can have side effects for the body. Some doctors have also introduced herbal remedies such as using fresh aloe vera plant or herbal oils (Kingsley 107). Other techniques are washing hair regularly, not exposing too

The Man I Killed Essay Example for Free

The Man I Killed Essay â€Å"The Man I Killed† the author Tim O Brien is the character in the story but the story does not use first person. This is because the story is not revolved around him but revolved on the man he has just killed in the Vietnam war. The character in this story focuses on the dead mans physicality and the story he has fabricated for him. The character in this story seems to be in shock because he does not speak or stop looking at the dead soldier, â€Å"Kiowa shook his head. There was some silence before he said, â€Å"Stop staring Talk to me† (p. 797-798) In the story â€Å"The Lives of the Dead†, the narrator is Tim O Brien who tells the story of his first love who happens to be his first death. This story is in first person and he describes how he keeps those he has known alive by telling stories about them, â€Å"When I write about her now, three decades later, its tempting to dismiss it as a crush, an infatuation of childhood, but I know for a fact that what we felt for each other was as deep and rich as love can ever get. † Tim also describes his experiences in the war, â€Å"I remember the smell of burnt straw; I remember broken fences and torn-up trees and heaps of stone and brick and pottery. † (p. 799) The repetition of dialogue in â€Å"The Man I Killed† gives the readers a sense of truth in the story and imagery of what the dead man looked like for the character. As the character repeats over and over again what the man looked like and what his life was like before the war, it gives the readers a sense of the psychological affects the war had on men. Using these techniques of imager and dialogue repetition in this story allowed me to get a deeper feeling of what shock and guilt felt like for these men. Although the reader may not have intended for me to feel these emotions this is what I felt during the reading. It allowed me to understand how the character consoled himself and also punished himself. For me if I imagined the youngs mans life before the war and I took that away, I would consider this as a form of punishment. Imagery is very detailed in both stories because one of them describes the man he has just killed, â€Å"His jaw was in his throat, his upper lip and teeth were gone, his one eye was shut, his other eye was a star-shaped hole † (p. 795) and the soldiers fabricated life story, â€Å"He had been born, maybe, in 1946 in the village of My Khe near the central coastline of Quan Ngai Province, where his parents farmed † (p. 795) In the other story he describes his first live, her death  at age 9, and his experiences in the war especially with death, â€Å"The place was deserted-no people, no animals- and the only confirmed kill was an old man who lay face up-near a pigpen at the center of the village. † (p. 799) The imagery of the people he has lost and his experiences with them allow the readers to get a feeling of how many people the narrator has lost or has seen died. We are allowed to get a feeling about death and the certain ways those around him coped with it and how he did too. In the story â€Å"The Man I Killed† the character copes with his first kill in war by providing him with a story. He gives the young man a story which in turn gives him symbolically life. His life becomes to have meaning and he is no longer thought as a dead man but a person who had dreams, a wife, and longing to be far away from war, â€Å"He had no stomach for violence. He loved mathematics And as he waited, in his final year at the university, he fell in love with a classmate, a girl of seventeen The use of Linda in the war story, â€Å"The Lives of the Dead† is to show his readers how he coped with his fisrt death who happened to be his first love. Linda, a girl at the age of 9 died from a brain tumor which devastates Tim O Brien who than begins to dream about her at night which provides him comfort knowing that in his dreams she still lived. This is how Brien coped with the deaths he experienced in war, â€Å"But ths too is true: stories can save us. Theyre all dead. But in a story, which is kind of dreaming, the dead sometimes smile and sit uo and return to the world. † (p. 799) The author story tells, metafiction, to keep those that have lost their lives from truly dying. Through the form of story he keeps them living and although these are stories of fiction, to the author it is preserving their lives. In the story â€Å"The Man I killed† he preserves the fallen soldier by inventing a fictitious life for him. For Linda and his fellow comrades he gives them stories too. â€Å"But in a story I can steal her soul. I can revive, at least briefly, that which is absolute and unchanging. Its not the surface that matters, its the identity that lives inside. † Just as he imagines them and dreams of them, his stories become their new lives where they continue to live on. He knows if he continues to create these stories, they will never die and through this we can see the power of storytelling. â€Å"and sometimes I can even see Timmy skating with Linda under the yellow floodlights. Im young and happy. Ill never die. †

Structural Engineering Centrifugal Pump Test Laboratory Engineering Essay

Structural Engineering Centrifugal Pump Test Laboratory Engineering Essay This report examines the centrifugal pump. Firstly by examining the system head characteristic, then by examining the effects varying the motor speed has on a single pump. Finally the report examines and compares the use of two pumps in series and then in parallel. Theoretically examination of the system head characteristic should yield a graph of system head against volume flowrate which is curved, the curve should begin above zero from the y axis, due to static lift. Theoretically examination of the effect of varying motor speed across a system of a single pump should show that higher motor speeds lead to higher efficiency in the pump system along with larger changes of power across the system, and a larger drop in head values. Finally comparison of a system with two pumps used in series and in parallel should show that the method used will not have an effect on the efficiency of the system. However it should also show that the system in series has twice the head values of that in parallel and that the system in parallel has twice the volume flowrate values of the system in series. Overall they should have the same Mass flow. Upon comparison of the results obtained with theory, it is evident that for the most part, the experimental results agree with theory. Any minor disagreements between theory and experimentation will be explained in the discussions and conclusions section of this report. This report serves to display knowledge and understanding of the operation of a centrifugal pump gained from completion of the experiment. Introduction The purpose of this laboratory is to study the operation and performance of a centrifugal pump. Centrifugal pumps are an example of a fluid machine. Fluid machines are devices that transfer energy to or from a fluid. Fluid machines include pumps, fans and compressors. This experiment deals with a pump. Pumps are devices used to move gases or liquids from lower to higher pressure. The difference in pressure is overcome by adding energy to the system. Specifically, centrifugal pumps operate by converting rotational kinetic energy into hydro dynamic energy. The rotational energy is typically supplied by an engine or electric motor or turbine. Centrifugal Pumps are an important machine to study from an engineering point of view as they are very widely used as a means of delivering liquids. Centrifugal pumps are used in fields such as sewage, petroleum and petrochemical pumping. For the purpose of this report the centrifugal pump was studied in terms of its performance when a single pump was used and also when two pumps were used (both in series and in parallel). The purpose being to highlight the effects this had on results. The system characteristic was also investigated. The overall purpose of this experiment is to give a better understanding and insight into how this fluid machine works. Below is an image of a centrifugal pump. A greater insight into how it operates and an explanation of the function of the various parts will be provided later in the report. http://www.pumpfundamentals.com/images/closed_impeller.gif Figure 1 Centrifugal Pump Diagram 1 Objectives The primary aim of this laboratory is to gain a better understanding of pumps, in particular the centrifugal pump. Insight is gained into the principles of operation of a centrifugal pump and the process through which a pump transfers energy to a fluid system. There are three parts to this experiment: To determine the system characteristic for the fluid system on which the pump operates. To determine the performance of a single pump relative to motor speed. To determine (for a fixed motor speed) the performance of two centrifugal pumps; Operating in series (ii) Operating in parallel Theory Basic theory and workings of Centrifugal pump As previously stated, the principle operation of a centrifugal pump  is to convert fluid velocity into pressure energy.  The pump is made up of three components; the inlet duct, the  impeller, and the volute. http://htmlimg2.scribdassets.com/4sp8x32v9cejngi/images/4-dd8b7539b4.jpg Figure 2: Centrifugal Pump Diagram 2 Fluid enters the inlet duct (D).  As the shaft (A) rotates, the impeller (B), which is connected to the shaft, also  rotates.  The impeller consists  of a number of blades  that  project the fluid outward when rotating.  This centrifugal force gives the fluid a high velocity.  Next, the moving fluid passes  through the pump case (C)  and then into the volute (E).  The volute chamber  has a uniformly increasing area.  This increasing  area decreases the fluids  velocity, which converts the  velocity energy into pressure energy. 2 Determining the System Characteristic The first step of the experiment is to identify the system characteristic of the pump. When a pump is fitted in a system, it is tested so as to ensure that the volume flow-rate and head of the pump are within required specifications. The Volume flow rate can be defined as the volume of the fluid that passes through a given surface per unit time, and the head of the pump is a measure of the fluid energy. In order to do this we must find the pump head and the volume flow rate. We then plot the pump head (expressed in metres) against the volume flow rate (expressed in m3/s). This should yield a curve. The system head characteristic is dependent on static lift which is associated with change in elevation of the fluid, contraction or expansion of the fluid associated with acceleration and deceleration of the fluid, and the losses within the system. Below is a theoretical graph, showing how the curve should appear. http://www.climatechange.gov.au/what-you-need-to-know/appliances-and-equipment/electric-motors/system-optimisation/optimising-pump-and-fan-applications/~/media/Images/electric-motor/system-curve.ashx?w=447h=324as=1 Example graph for system head characteristic3 When a pump is attached to a system the operating point occurs when the pump head hpump equals the system head hsystem. The optimum operating conditions occur when the required duty point of head and flow intersects the operating point and the design point, the point of maximum efficiency. Single Centrifugal Pump Characteristics The next aspect of the experiment is to determine the performance of a single pump as a function of motor speed. The performance of a pump is generally mapped by plotting pump head (hpump), electrical power (Pelectrical) and pump efficiency (ÃŽÂ ·pump) as a function of the volume flow rate Q through the pump. The use of a single pump is investigated for three different motor speeds, measuring the effect varying the motor speed has on pump head, electrical power and efficiency. These values are then plotted on a graph against the volume flow rate. Theoretically; Higher speeds yield higher efficiency Higher motor speeds lead to a larger change in power across the system. Higher motor speeds yield higher head values (expressed in metres). Double Centrifugal Pump Characteristics The final aspect of this experiment is the investigation of the effects of the use of two centrifugal pumps on the system. The pumps are placed in series and then in parallel. Both systems, i.e. the pump system which is in series and that which is in parallel are set to the same motor speed. In both cases head, electrical power and efficiency are measured and plotted against volume flow rate. The graph for the system in series can then be compared to the graph for the system in parallel, in order to study and compare the different systems. Centrifugal pumps both in series are used to overcome larger system head loss than one pump can handle alone, whereas centrifugal pumps in parallel are used to overcome larger volume flows than one pump can handle alone.4 When running in series, the heads are added and the total capacity is equal to that of the pump with the smallest capacity, whereas in parallel, the capacities of the pumps are added, and the head of all pumps will be equal at the point where the discharged liquids recombine.5 Theoretically whether the system is in series or in parallel shouldnt affect the efficiency of the system. Experimental Methods Equipment Used- The primary piece of equipment used was the centrifugal pump, a detailed explanation of its operation can be found in the theory section of this report (see page 6). We also use a differential pressure transducer, which is a type of pressure sensor. We use a computer to measure and record data. Methods- System Head Characteristic Open valve V1 and close valve V2 located in the inlet pipelines to pumps 1 and 2. Close valve V3 which connects the outlet pipeline from pump 1 to the inlet pipeline to pump 2 Open valve V4 located in the outlet pipeline from pump 1. Open the discharge valve V5 to approximately 75% of its fully opened position. Disconnect the low pressure line connecting differential pressure transducer to upstream of pump 1. Record the motor speed, the discharge volume flow rate, the pressure measured by the differential pressure transducer and the system head. Increase the speed of motor 1 incrementally, at each increment repeat the above step and continue to do so until the motor speed had reached its maximum. Plot the system head characteristic against volume flow rate. Single Pump Open valve V1 and close valve V2 located in the inlet pipelines to pumps 1 and 2. Close valve V3 connecting the outlet pipeline from pump 1 to the inlet pipeline to pump 2 Open valve V4 located in the outlet pipeline from pump 1. Close fully the discharge valve V5. Set the speed of the motor connected to pump 1 using the motor speed controller to 45 Hz Record the Volume flowrate Q, the pump head hp, the electrical power consumed Pelectrical and the pump efficiency ÃŽÂ ·pump. Open valve V5 incrementally, at each increment repeating the above step and continuing until the valve is fully opened. Plot pump head, electrical power and efficiency against volume flow rate Q at that motor speed. Repeat the procedure for motor speeds of 35 and 40Hz. Double Pump In Series Open valve V1 and close valve V2 located in the inlet pipelines to pumps 1 and 2. Open valve V3 connecting the outlet pipeline from pump 1 to the inlet pipeline to pump 2. Close valve V4 located in the outlet pipeline from pump 1. Close fully the discharge valve V5. Set the speed of the both motors connected to pump 1 2 to 45 Hz using the motor speed controller. Record the volume flowrate Q, the pump head hp, the electrical power consumed Pelectrical and the pump efficiency ÃŽÂ ·pump. Open valve V5 incrementally, at each increment repeating the above step and continuing until the valve is fully opened. Plot pump head, electrical power and efficiency against volume flow rate Q at that motor speed. In Parallel Open valve V1 and close valve V2 located in the inlet pipelines to pumps 1 and 2. Open valve V3 connecting the outlet pipeline from pump 1 to the inlet pipeline to pump 2. Close valve V4 located in the outlet pipeline from pump 1. Close fully the discharge valve V5. Set the speed of the both motors connected to pump 1 2 to 45 Hz using the motor speed controller. Record the volume flowrate Q, the pump head hp, the electrical power consumed Pelectrical and the pump efficiency ÃŽÂ ·pump. Open valve V5 incrementally, at each increment repeating the above step and continuing until the valve is fully opened. Plot pump head, electrical power and efficiency against volume flow rate Q at that motor speed. Experimental Results System characteristic for the fluid system Below is the table of results for the determination of the system characteristic for the fluid system; Motor speed N (Hz) Vol FlowrateQ(m3/s) à ¢Ã‹â€ Ã¢â‚¬  Psystem Pa Hsystem (m) 14 0 0.716 0.123333 21 0.188667 3.223 0.376667 25 0.368333 4.296667 0.486667 32 0.477667 6.911 0.753333 35 0.545667 8.450667 0.91 39 0.647667 10.06167 1.073333 42 0.714 12.71167 1.346667 47 0.796333 14.93167 1.573333 The graph for the system characteristic (Hsystem against Volume flowrate) is below: Graph 1 (System Characteristic) Single Pump Test Single Pump Test for Motor Speed 45 Hz- Below is the table of results for the single pump test at a motor speed of 45Hz; Vol Flowrate Q(m3/s) Head (m) Efficiency % Power W 0 8.786667 0 109.9433 0 8.443333 0 109.05 0 7.116667 0 116.8633 0 6.98 0 130.5333 0 7.306667 0 163.25 0.246333 7.32 9.7 181.8867 0.332667 7.186667 11.9 197.02 0.427333 7.016667 14.3 205.6467 0.537 6.833333 15.93333 226.0733 0.619667 6.38 16.53333 234.2133 0.738333 5.876667 17.1 249.1867 0.781333 5.703333 16.76667 260.4133 The corresponding graphs for the single pump test at motor speed 45Hz are below; Total Motor Power (W) Single Pump Test for Motor Speed 40Hz- Below is the table of results for the single pump test at a motor speed of 40 Hz; Vol Flowrate Q(m3/s) Head (m) Efficiency % Power W 0 6.251868 0 128.0131 0.376333 5.406667 10.96667 178.8733 0.55 5.19 13.4 208.5767 0.675 4.706667 13.7 226.7267 0.7335 4.525 13.7 237.915 The corresponding graphs for the single pump test at motor speed 40Hz are below; Total Motor Power (W) Single Pump Test for Motor Speed 35 Hz- Below is the table of results for the single pump test at a motor speed of 35 Hz; Vol Flowrate Q(m3/s) Head (m) Efficiency % Power W 0.054 4.722434 1.633333 118.0014 0.305667 4.276667 7.066667 170.9 0.592 3.65 9.666667 218.18 0.632333 3.546667 9.666667 226.3167 0.630333 3.343333 9.166667 225.1767 The corresponding graphs for the single pump test at motor speed 35Hz are below; Total Motor Power (W) Double Pump Test System in series- Below are the results of the double pump test for a system in series- Vol Flowrate Q(m3/s) Head (m) Efficiency % Power Motor 1 (W Power Motor 2 (W) Total Motor Power (W) 0 18.21333 0 109.2933 55.99 165.2833 0 15.38 0 128.4167 54.69 183.1067 0.255667 14.80333 15.16667 181.3167 62.82667 244.1433 0.43 14.38667 23.5 201.0067 57.37 258.3767 0.537667 13.70667 26.7 218.67 51.43 270.1 0.618667 13.08 26.86667 240.3967 54.44333 294.84 0.730333 11.65 26.96667 256.1867 52.89667 309.0833 0.852667 9.826667 25.06667 272.6233 54.68667 327.31 0.883333 9.863333 25.16667 278.16 60.62667 338.7867 The corresponding graphs for the double pump test for a system in series are below; Total Motor Speed (W) System in parallel- Below is the table of results for the double pump test for a system in parallel; Volume Flowrate Q (m3/s) Head (m) Efficiency (%) Motor Power 1 (W) Motor Power 2 (W) Total Motor Power (W) 0 9.19667 0 111.327 63.8833 175.21 0.277 7.6 11 134.847 52.49 187.3367 0.47167 7.67 17.3 144.773 60.1367 204.91 0.598 7.41667 20.1333 152.917 62.7467 215.6634 0.72033 7.33667 22.8333 165.443 61.28 226.7233 0.83633 7.39667 27 171.06 53.3867 224.4467 0.97033 7.11667 27.7 191.243 52.7333 243.9766 1.11633 6.85 28.3667 201.337 62.7433 264.08 1.29767 6.70667 31.9667 210.613 56.2367 266.85 1.37667 6.33 29.9667 228.597 55.6633 284.26 1.554 6.02667 30.9 241.21 59.4867 300.6967 1.63033 5.73 30 244.14 60.7933 304.9333 The corresponding graphs for the double pump test for a system in parallel are below; Total Motor Power (W) Discussion Conclusions This section of the report contains a discussion of the results obtained along with conclusions drawn from said results and also where necessary, comments regarding any unexpected values. System Head Characteristic The first part of the experiment was conducted in order to attain a system head characteristic curve. Volume flowrate, measured in m3/s, was mapped against Head, which is measured in metres. We would expect this to yield a smooth curve starting above the zero mark form the y- axis, in order to allow for static lift in the pump system. As expected the system head characteristic was found to be a curve, starting slightly above the zero mark on the y axis, therefore for the most part, results were conclusive with theory. However there is one discrepancy between expected results and the actual results obtained, as the curve is not entirely smooth. Some possible reasons for the slightly irregular shape of the curve are; Single Pump Test The second part of this experiment was to investigate the effect changing motor speed has on a pump. In order to conduct this investigation pump head (hpump), electrical power (Pelectrical), pump efficiency (ÃŽÂ ·pump) and volume flowrate (Q) were measured for a variety of motor speeds. Then hpump, Pelectrical and ÃŽÂ ·pump were mapped against Q for each motor speed. The reason for this being to highlight the effects changing motor speed has on the centrifugal pump system. We expect firstly that higher motor speeds yield higher efficiency, secondly that higher motor speeds lead to a larger change in power across the system and finally that higher motor speeds yield higher head values. Upon studying the results of the experiment we can see that they match up with theory. Efficiency- Theory- Efficiency, simply put, refers to how well a pump can convert one form of energy into another. In this case how well the pump converts rotational kinetic energy into hydrodynamic energy. The overall efficiency of a centrifugal pump is defined as the ratio of the water (output) power to the shaft (input) power. By increasing the speed at which the motor rotates the shaft, the shafts power is increased, therefore the value of efficiency is increased. Results- Higher motor speeds did in the case of this experiment did yield higher values for efficiency. For a motor speed of 45 Hz the highest efficiency value obtained was approximately 16.7%, for a motor speed of 40Hz Hz the highest efficiency value obtained was approximately 13.7% and finally for the lowest motor speed used, 35Hz, highest efficiency was approximately 9.16%. Power Change- Theory- Power can be defined as a work/time ratio. The work in the case of this experiment is the rotation of the shaft by the motor, which in turn creates a centrifugal force in the water. For a faster motor speed, the shaft rotates faster, meaning that more work is done per unit time. This means a greater rise in the power value. Results- In this experiment, as expected, higher motor speeds yielded larger changes in power across the system. For a motor speed of 45 Hz the rise in power in across the system was approximately 150.47 watts. For a motor speed of 40 Hz the rise in power in across the system was approximately 109.9 watts. Finally, for the lowest motor speed used, 35 Hz, the change in power in across the system was approximately 107.18 watts. Head- Theory- Head is the height at which a pump can raise water up. The higher the value of pressure, the higher the value of head will be. Since raising rotational speed strongly affects pressure loss of a fluid, we can see that it also affects head loss.    Results- In this experiment, as expected, higher motor speeds lead to a greater loss in head (measured in metres) across the system. For a motor speed of 45 Hz the drop in head across the system was approximately 3.09 metres. For a motor speed of 40 Hz drop in head across the system was approximately 1.727 metres. Finally, for the lowest motor speed used, 35 Hz, drop in head across the system was approximately 1.38 metres. Double Pump Test The final part of the experiment was to investigate (for a fixed motor speed); the performance of two centrifugal pumps; firstly operating in series and secondly operating in parallel. The two results for the system in series and for the system in parallel could then be compared. In order to conduct this investigation pump head (hpump), electrical power (Pelectrical), pump efficiency (ÃŽÂ ·pump) and volume flowrate (Q) were measured, firstly for the system in series and secondly for the system in parallel. Theoretically, when both systems are set at the same motor speed, the pump in series should have twice the Head value of the system in parallel, whereas the system in parallel should have twice the volume flowrate of the system in series. Meaning that both systems end up with the same mass flow. Whether the pumps are in series or in parallel should have no effect on the efficiency of the system. Head- Theory- Results- As expected the system in series has approximately twice the head value of the system in parallel. (Series18.22m: Parallel 9.2m) Volume Flowrate- Theory- Results- As expected the system in parallel has approximately twice the volume flowrate value of the system in series. (Series 0.883 : Parallel 1.63) Mass Flow- Theory- Results- Efficiency- Theory- Results-

Essay --

Hong 1 Rebecca Hong Ms. Geers English 10H/4 17 January 2014 People Make Choices, Choices Make History The five major types of people involved in any genocide or human rights abuse---perpetrators, victims, bystanders, rescuers, and upstanders---all shape history. People’s choices are always hugely influential in historical events, and the Holocaust is no exception. The perpetrators of the Holocaust were arguably the most influential of the five types of people. They were able to get millions of Germans to turn a blind eye to millions of crimes against humanity. By taking advantage of historical Jewish oppression, utilizing propaganda and censorship to create a strong dominant discourse preaching anti-Semitism in Germany, and creating various us-them mentalities, the perpetrators of the Holocaust changed the identities of bystanders, shaped their choices, and changed history. Bystanders were one of the most pivotal groups of the Holocaust. As Elie Wiesel reminds us, â€Å"The victims perished not only because of the killers, but also because of the apathy of the bystander†¦Those who perished were victims of Nazism and of society† (Why Were There So Few). For the most part, German civilians turned a blind eye, allowing the Holocaust to happen. As a German bystander later recalled, â€Å"If I had refused to take the oath [of loyalty] in 1935, it would have meant that thousands and thousands like me, all over Germany, were refusing to take it. Their refusal would have heartened millions. Thus, the regime would have been overthrown, or, indeed, would never have come to power in the first place†¦Thousands, hundreds of Hong 2 thousands†¦were also unprepared [to resist]†¦Thus, the world was lost† (Do You Take the Oath?). How could milli... ...zens were capable of standing by in the face of genocide. Anti-Semitism was everywhere, and censorship meant that dissent was nowhere to be found. The identities of bystanders changed; the constant propaganda forced Nazi ideology into their identities. As Holocaust survivor Garmaine Pitchon stated, â€Å"I don’t hate the Germans. The Germans are good people. The only people I hate are Hitler and Mengele†¦they killed my family† (Auschwitz, Evil at Play). The perpetrators of the Holocaust are ultimately the ones who corrupted civilians and turned them into bystanders. The perpetrators bombarded the German citizens with propaganda until they â€Å"internalized Nazi allegations†¦[and] excluded entire groups from their universe of obligation† (Vashem), giving in to the dominant discourse of the time. The perpetrators successfully brainwashed millions, in order to kill millions more.

Investigating the effect of varying concentration on the reaction betwe

Investigating the effect of varying concentration on the reaction between magnesium ribbon and hydrochloric acid Aim It is to tell how the reaction between magnesium and hydrochloric acid will be effected if we change the concentration of hydrochloric acid. Introduction In the experiment the magnesium reacts with the hydrochloric acid to create magnesium chloride and hydrogen. The balanced formula for this is: Mg(s) + 2HCL(aq) MgCl2(aq) + H2(g) Magnesium + hydrochloric acid Magnesium Chloride + Hydrogen Magnesium will react with hydrochloric acid, because it is higher in the reactivity series than hydrogen. The magnesium displaces the hydrogen in the acid, so it forms magnesium chloride and hydrogen gas. Magnesium strip Hydrochloric acid particles There are many variables that I can change, which are the temperature and concentration of the hydrochloric acid, and the mass and the surface area of the magnesium strip. This is all true because they all link to the collision theory of particles colliding with enough energy to make a reaction. It is based on the idea that for a chemical reaction to take place, the reacting particles have to hit each other hard enough to break or form new bonds. This is called a successful collision. When particles get stimulated or increased in number, the reaction will increase in rate because faster collisions will take place making more successful collisions. This diagram shows five solutions hydrochloric acid and magnesium ribbon that are reacting. The arrows represent a simplified way to show how many successful collisions occur each second; therefore the more arrows there are, the faster the rate of reaction. They show how different factors can affect the rate of reaction against t... ...at are very hard to keep constant so it would have been helpful to repeat the experiment again or even more. The syringe could have stuck on the barrel around it giving me lower readings on curtain points or when the reaction stopped. I should have put some lubricant around it to stop this from possibly happening. Further Work I could test the concentrations for the ones in between like 0.25 and 0.75 to see how the rate of reaction changes. I could also change the acid reactant to sulphuric acid or phosphoric acid to see and compare the results with different molecular make-ups. The other reactant that I could change is the type of metal I use. Using the less reactive metals like zinc, aluminium, iron or lead enables me to test the higher concentrations like 3M or 4M because the reaction will go slower so I will be able to read the results off the syringe properly.

Racist Mind :: essays research papers

The Racist Mind In looking at the idea of being racist we must look at why people are like that. I would hope that most people would not be racist, but that would be in a perfect world and we don’t live there. Conflict theorists would say people are attracted to the message of hate because the way the power elite keeps us at odds. They keep us believing that the other race is trying to take what little there is left. If the power elite can keep us at one another’s throats then we won’t rise up and fight against the power elite. We won’t realize that we really don’t have anything. There are examples of this all over. We take peoples jobs away and give them to minorities or another minority. This produces hatred toward that minority. If we do this then they won’t take to changing their life around them The same is within education and making sure that some people are given a right to enter a college not based on scores, but on color of skin. This gives us hate. We think some group is trying to take our stuff. The Ku Klux Klan believes that blacks are taking all their jobs or because they are there they are running the companies out of town. The power elite enforces this rhetoric and only causes the people to continue the cycle of hate. The leaders and followers of the Ku Klux Klan and neo-nazi groups believe that they are the only superior people and everyone is taking what is rightfully theirs. They are taking their stuff. Their jobs, their homes, their land. â€Å"They believe life is war. The world is made of distinct racial groups and life is about the war between those groups.† They only believe what they want to believe. These people live in their own world and you can never talk them out of it. Mr. Ezekiel stated this â€Å"[There is a] ready pool of whites who will respond to the racist signal†¦.This population is always hungry for activity -or for the talk of activity- that promises dignity and meaning to lives that are working poorly in a highly competitive world.† This is so true. Most of these people that belong to these groups are poor, down and out. They feel now like they have power. If they have power ten they can change the world.

Chapter 7 Notes: Auditing and Assurance Services

Chapter 7 Overall Audit Approach for the Revenue and Collection Cycle * Audit risk- the risk that auditors will issue and unqualified opinion on financial statements that contain a material misstatement * Inherent risk and control risk * 3 step approach for audit risk model * Set audit risk at desired levels * Assess risk of material misstatement Determine detection risk based on the level of audit risk and risk of material misstatement * The components of the audit risk model are assessed on an assertion-by-assertion basis * This assessment recognizes that certain assertions assume an increased level of importance and are of more interest to auditors than others * Existence assertions is important in the audit or A/R and the occurrence is important for sales * If the audit team estimates that control risk is below maximum they need to perform test of controls to confirm that the control activities are operating effectively and that the auditors initial strategy is sound LO1: Inheren t Risk in the Revenue and Collection Cycle Revenue Recognition Revenue Recognition- recording revenues in the entities To be recognized revenues must be realized or realizable or earned * Revenue earning activities involve delivering or producing goods, rendering services, or performing other activities that constitute its ongoing major or central operations, and revenues are considered to have been earned when the entity has substantially accomplished what it must do to be entitled to the benefits represented by the revenues * All criteria must be met for revenue to be realizes, realizable, or earned: * Persuasive evidence of an arrangement exists * Delivery has occurred or services have been rendered * The seller’s price to the buyer is fixed or determinable * Collectability is reasonably ensured Collectability of A/R In most companies, a portion of accounts receivable will not be paid. GAAP requires clients to provide and estimation of uncollectable amounts and provide and allowance for it.Estimation of allowance for doubtful accounts can be subjective and difficult for the client and the auditor. A reason for difficulty can be changing economic conditions. Customer Returns and Allowances Sometime customers have the right to return unused or unsold merchandise. An appropriate evaluation of revenue can be performed when these agreements are in the purchase contract and disclosed to the auditor. Clients may enter into informal right of return agreements with customers unknown to the auditors. Liabilities for known return, warranties, and other potential obligations are often very difficult to estimate. Companies with new products or technologies have an even higher inherent risk in these areas.LO2: Revenue and Collection Cycle: Typical Activities Basic activities in the revenue and collection cycle are 1. Receiving and processing customer orders 2. Delivering goods and services to customers 3. Billing customers and accounting for A/R 4. Collecting and depositing cash received from customers Entity Level Control It is important that auditors consider the entity-level controls in all processes and procedures. In the revenue process, management should have a process for continually reviewing revenue and comparing it to the budgets and forecasts. Management should constantly scrutinize total write-offs of A/R, merchandise returns, and the timeliness of collections.Physical control over inventory and warehouses must include entity level control such as id badges and restricting access to facilities. Receiving and Processing Customer Orders, Including Credit Granting * Customers can initiate sales by mailing P/O’s, call or fax , emails, websites or go to the phycial locations. * It is important that credit sales are authorized to ensure that the customer will be able to pay for the good or services * Access to master file for additions, deletions, and other changes must be limited to responsible people * If these controls fail, orders might be processed for fictitious customers, credit might be approves for bad credit risks, and shipping documents might be created for goods that do not exists in the inventory. Customer orders, shipping documents, and invoices should be in prenumbered sequence so the system can check the sequence and determine whether any transaction have not be recorded or have been duplicated Delivering Goods and Services to Customers Physical custody of inventory -> storeroom or warehouse -> transferred to shipping department upon authorizations of the shipping order that permits the inventory clerk to release good to the shipping department. Proper authorization is important. Employees that perform each step to should transfer documents making them accountable. This prevents employees from misappropriating the goods or shipping product to friends without billing them. A bill of lading is a form that the carried signs to verify the goods shipped.A packing slip describes the good being sh ipped is often included with the shipment Billing customers and Accounting for A/R When delivery or shipment is complete, the system finishes the transaction by filing a shipment record and preparing a final invoice for the customer. A sales invoice is the bill sent to the customer that indicates the amount due. People who have the power to enter or alter these transactions or change the invoice before it is mailed to the customer should not have any authorization, custody, or recording responsibilities. There should also be physical protection of the files. Files that are lost or destroyed are unlikely accounts to be collected. With that said the records are assets.Audit Evidence in Management Reports and Data File Computerized processing of revenue and cash receipts transaction enables management to generate several reports that can provide important audit evidence. Pending Order Master File- sales transactions that were initiated but not yet completed or recorded as sales. May re present shipments that were made but not recorded in the sales journal or could not be matched to a customer order. Credit Check Files- Computerized system may male automatic credit checks, but up to date maintenance of the credit information is very important. A sample of the credit check file can be tested for current status.Price List Master File- Computers system may produce customer invoices automatically but if the price list master is incorrect the billings will be incorrect Sales Detail (journal) File- the detailed sales entries, including the shipping references and dates, should be in the sales detail (journal) file Sales Analysis Reports- Sales that are classified by product lines provide required information for the business segment disclosures A/R Listing and Aging- The A/R listing of customers’ balances is the actual a/r Cash Receipts Listing- The cash receipts journal contains all the detail entries for cash deposits and credits to various accounts Customer Sta tements- Probably the best control over whether cash is received and recorded is the customer LO3: Control Risk Assessment Control risk assessment is important because it governs the nature, timing, and extent of substantive procedures that will be applied in the audit of account balances in the revenue and collection cycle.Balances include: Cash in bank, A/R, Allowance for doubtful accounts, Bad Debts, Sales revenue Control Considerations Control for proper separation of responsibilities should be in place and operating. It involves different people and different departments performing the sales and credit authorization; custody of good and cash; and record keeping for sales, receivables, inventory, and cash receipts. The following control activities should be in place to prevent and detect errors: 1. No sale order should be entered w/o a customer order 2. A credit check code or manual signature should be recorded for authorization 3. Pending order flies should be reviewed frequent ly to avoid failure to bill and record shipments Test of ControlsAn organization should have control activities in place and operating to prevent, detect, and correct accounting errors. Auditors can perform tests of controls to determine whether company personnel are properly performing controls that are said to be in place. If personnel in the organization are not performing their control activities effectively, auditors need to design substantive procedures to try to detect whether control failures have produced materially misstated account balance. Dual testing involves selecting samples to obtain evidence about control over completeness in one direction and control over occurrence in the other direction.Completeness is whether all transactions that occurred were recorded and the occurrence direction determines whether recorded transactions represent valid economic events. Summary: Control Risk Assessment Auditors must evaluate the evidence obtained from an understanding of inter nal control and from tests of controls. The initial process of obtaining an understanding of the company’s control and the later process of obtaining evidence from test of controls are two phases of control risk assessment. It control risk is assessed to be very low, the substantive procedures on the account balances can be reduced. It the test of controls reveal weakness, the substantive procedures need to be designed to lower the risk of failing to detect material misstatement in the account balances.LO4 Substantive Procedures in the Revenue and Collection Cycle When considering assertions and obtaining evidence about A/R and other assets, auditors must emphasize the existence assertion. It is important because companies and auditors have found themselves in malpractice lawsuits by issuing unqualified reports on F/S that have overstated assets and revenues. Company asserts existence by putting assets on B/S Analytical Procedures During an audit, a variety of analytical comp arisons might be employed, depending on the circumstances and the nature of the business. Comparisons of asset and revenue balances with recent history might help detect overstatements. Account interrelationships can be used in analytical procedures.A/R write-offs should be compared w/ estimates of doubtful accounts Confirmation of Accounts and Notes Receivable The use of confirmations for A/R is considered a required audit procedure by audit standards. If auditors choose not to use them they should document justification. A positive confirmation asks the customers to respond whether the balance is correct or incorrect. A variation of a positive confirmation is a blank form. A blank confirmation doesn’t contain the balance; customers fill it in themselves. Negative confirmation asks for a response only if something is wrong with the balance. Lack of response to negative confirmation is considered evidence that the account is fairly stated.Negative form is used mostly when the risk of material misstatement is considered low. Alternative Procedures Often client’s customers are not willing or able to return the confirmation. They may not be able if, they are on a voucher system that lists payables by invoice instead of by vendor account. If this happens auditors have to perform alternative procedures to ensure existence. This includes examining 1. subsequent cash receipts (this is often performed even when customer has confirmed the account) 2. Sales orders, invoices, shipping documents 3. Correspondence files for past due accounts Review for Collectability Primary evidence gained from the confirmations relates to existence.The audit team must review accounts for collectability and determine the adequacy of the allowance for doubtful accounts in support of the valuation assertion. To do this, auditors review subsequent cash receipts from the customer, discuss unpaid accounts with the credit manager, and examine the credit files. Credit files should contain the customer’s financial statements, credit reports, and correspondence between the client and the customer. Based on this evidence, the audit team estimates the likely amount of the nonpayment for the customer, which is included in the estimate of all allowance for doubtful accounts. Cutoff and Sales Returns Auditors must make sure that sales are recorded in the proper period.The employ sales cutoff test which are test that ensure that sales are recorded in the proper period, generally when they are shipped, and that the cost of the sales is recorded and removed from inventory. Procedures include tracing shipping documents before and after year-end to the sales journal to ensure the sale was recorded in the proper period. Credit memos for returns after year-end are vouched to receiving reports. Any goods returned after year end that were sold during the year being audited should be deducted from sales. Rights and Obligations Companies may sell or factor (the actions to sell A/R to another party, the factor, at a discount from face value) to gain cash immediately.It is difficult to determine whether receivables have been sold b/c customers do not usually know that someone else actually owns their account. The cash goes to the original seller who passes it on to the factor. Inquiring of management and examining support for large cash receipts is the best way to detect these transactions. Presentation and Disclosures The accounts in the revenue cycle require certain disclosures. These disclosures must ensure that the presentation and disclosure assertions of occurrence, rights and obligations, completeness, classification, accuracy and valuation, and understandability have been met. Receipt of confirmation information by email or fax is becoming more common. Auditor may receive an oral response to confirmation.

Choose one scene or incident Essay

Choose one scene or incident, which seems to you to be of crucial importance in the development of the play. Explain its importance and outline the dramatic consequences of decisions which are made or events which take place. Hamlet is a play which seems to me to have an incident of crucial importance which has dramatic consequences. This incident occurs in Act III, scene III, where the King Claudius is kneeling in thought, too guilty to pray to God. This provides Hamlet with the key opportunity to put an end to his procrastination and kill the King to seek revenge, yet Hamlet does not act. This inaction has many dramatic consequences, one of which eventually is Hamlet’s own death. From the outset, Hamlet has been conveyed as a fairly sensitive young adult, he is very indecisive and for much of the play, struggles between his duty and his conscience. Hamlet is a thinker, and this may in fact, have proved to be his downfall. He finds spontaneity impossible and tortures himself with his thoughts from Act I scene V, where his father tells him of his uncle’s actions and begs for revenge to be sought, until the final scene, where Hamlet finally takes action. Although depressed and upset about his father’s death and his mother’s hasty marriage, Hamlet is completely devastated by the news that his father’s ghost brings him. He was already angry at his mother and disliked his new step father as he saw him to not be fit for comparison with his father â€Å"So excellent a King, that was to this Hyperion to a satyr† This also shows just how high a regard he had for his father, he has obviously acquired this view of perfection where his father is concerned and we cannot help feeling that this must be exaggerated. Hamlet’s initial reaction to the news that his father was murdered was shock and then anger which soon turned into unease about what he should do. Hamlet wishes to seek revenge, but his nature makes this difficult, it simply is not in his nature to plot and kill someone in cold blood. So whilst struggling with this decision he removes himself from suspicion by feigning madness. During this time of thought (mostly during Act II) Hamlet becomes very depressed and moody, he also contemplates suicide on more than one occasion â€Å"To be or not to be† yet cannot tackle his conscious even for a decision over this. Hamlet then, becomes angered by the moving acting of a player, he finds fault in everything about himself and feels cowardly for not yet having taken any action. The only action to result from this is another plan which enables him to procrastinate even further. He decides that he cannot trust this ghost in case it is in fact an evil daemon and puts on a play to find the truth through his uncle’s reaction. This plan works and leads to the incident which could have changed the play entirely. Hamlet feels he cannot kill his uncle at this time, there is dramatic irony in that the reader knows that Claudius is in fact not at prayer, as he feels he cannot talk to God, so Hamlet has really been provided with the perfect opportunity to seek revenge for his father. Yet another reason Hamlet does not act may be the fact he was on his way to see his mother, At one time Hamlet had an incredibly close relationship with his mother, maybe he views trying to convert his mother as higher in priority than seeking revenge. Either way, Hamlet does not act and this leads to many dramatic consequences. Hamlet, then carries onto his mother’s chamber, still with the rage that he felt after the confirmation of his father’s murder. He then has an in depth talk with his mother. Hearing a noise which was made by Polonius who was spying on the conversation, Hamlet strikes without thinking and kills Polonius. Hamlet was able to act here due to the lack of time or thought to allow a conscience decision, this was not a premeditated murder like the one which his father’s ghost asked of him. Hamlet could not have possibly seen the effect that his actions would have. Ophelia, whom he had once cared for, and had also greatly upset during his time of feigning madness, was driven to despair by both the rejection of her lover and death of her father. She firstly went mad and then died as a result of it. She did not fully commit suicide but lost the will to strive to live. When Hamlet found out about Ophelia’s death he was overwhelmed with grief and guilt which he then turned into anger and fought with Laertes in Ophelia’s grave. The killing of Polonius also had a â€Å"knock on effect† with Laretes, he was already irate and vengeful because of his fathers murder, this was greatly heightened when he heard of his sister’s death. With this wish for revenge on Hamlet, Laertes played straight into the hands of Claudius and became nothing more than his pawn. Laertes had a completely different nature from Hamlet in that he found no qualms in acting instantly when he hears of his fathers murder, he had one aim and that is revenge â€Å"To cut his throat i’ the’ church† this contrasts greatly with Hamlet as he wouldn’t even kill Claudius when he suspected he was at prayer. The King hatched a plan to kill Hamlet, he couldn’t do this publicly as he was very popular with the subjects of Denmark. The duel scene is very dramatic and becomes the climax of the play, and this situation would never have been reached the point where practically everyone dies if Hamlet had simply used his opportunity in Act III scene III, and hadn’t hesitated.

American Indians

American Indians is a term that is used to refer to people whose have Indian roots but are American citizen or live in America. This citizenship is a result of early migrations of people from their mother land in search of greener fields in the United States. However, these people were not appreciated by indigenous Americans in the 18th century since they were seen be inferior compared to indigenous Americans. Short essay 1 The long term study preferred by social cultural anthropologist can be the most effective in deciding someone’s culture.This is because a long term study would address changes that occur in long period of time in a society. Cultures do change with time and so along time study could be used in solving this. This experience that is gotten in the field makes the anthropologists come into direct contact with the issues in the society and this makes them write exactly what is on the since they experience it themselves. It’s worthy noting that this approac h is totally different from that used by a journalist or a historian.Historians and journalists do not get into that direct contact with the society and so they do not get the real idea like the anthropologists. Journalist’s historians do not spend much time studying the cultures of a particular society and in most cases they study or rely on the findings of other people. Short essay 2 According to Horseman the new racial ideology of the 19th century are racial ideologies that are supported by the principles of free democratic republicanism other than innate superiority of the American Anglo-Saxon group of people who were of Caucasian race.The previous ideologies placed American Anglo-Saxons a class above other races and they believed that they were destined to bring good governance, commercial prosperity as well as Christianity to America and to the world at large. This meant that the other races were inferior and they were reduced to a subordinate status failure to which th ey were faced with a possibility of racial extinction. This new racial ideology was very different from the earlier Euro-American view of Indians. Previously, both American and Europeans took some races to be superior to others for different reasons.These reasons included biblical theories and they followed these theories despite their inconsistencies and their contradictions since they believed that they had a special continental and world mission to accomplish as a race. Both Americans and Europeans both shared a belief in the political and individual freedoms as well as a need for uniqueness in language and racial origins unlike the new racial ideology which advocated for free democratic republicanism. In the 19th and 20th century, these views towards American Indians did not change either since they were subject to enslavement.At this time, many social scientists thought that native people were inferior to the Native Americans and so were subject to them and they went ahead to p rovide the much needed scientific proof for racial distinctions. During this time also, many government officials too felt that it was the descendant of the Anglo-Saxons who played great roles in the establishment of free government and hence the justification for their superiority altitude. Due to this, the government passed policies that bound the immigrants to conform to the prevailing political, economic and social systems .These new polices from the American government led to the justification of sufferings and deaths of blacks, Mexicans and even Indians since any feelings of guilty which would come afterwards could be assuaged by assumptions of both historical and scientific inevitability. The general public also felt that Americans were the people who were destined to shape the destiny of the world and the other races were inferior and were doomed to permanent subordination or risk facing extinction. Lastly it’s worthy noting that the representation of native people he ld by social scientists, early anthropologists, the U.S. government, and the American public are not contradictory since they seem to place them high above all the other races in all aspects of life. Short essay 3 The Indian country is today faced with an uphill task of determining who true Indians are and who are not. This task has not been easy since it has been surrounded by a lot of controversies. Many criteria’s have been proposed as the best to apply when determining who the true Indians are. First, there are those who believe that the true measure of how Indian one is through the amount of ‘Indian blood’ in them.This criteria has been largely criticized since some people argue that there no true measure of the Indian blood that is present in someone since there are people who are born of one Asian parent while the other parent is from anther ethnic group. Secondly, there are others who believe that the true marker of a true Indian identity should be geneal ogy, private property and competence in civilization. This group of people argues that the true evidence of a true Indian should be based mostly on shared history between a person and other people who are known to be of an Indian background.Social ties with people from Indian or who have Indian blood in them could be acceptable as a true claim to one being an Indian. This means that one needed to trace his ancestors and prove that his roots are Indian by tracing his ancestors. Attachment to Indian culture was proposed to be criteria too for determining who true Indian was. This required someone to be aware of all cultural believes and behaviors of the Indian people. Early practices like hunting and others were argued to be very effective criteria for identifying who real Indians were.The ability to communicate in traditional Indian language was also advocated for by the people who shared this view. This controversy in the best criteria for separating true Indians and fake ones has b een a big challenge to the Indian country since there still need for identifying who the true Indians. The American government is responsible for determining whether one is an American Indian or a Native American. The blood quantum criterion is used by the American government in the administration of Indian schools and land allotments.In census reports, this method of separating Indians and non Indians is applied. The society also can decide who a true Indian is through the application of cultural believes of indigenous Indians as well as their life styles. Scholars have not been left behind either and they too can use their knowledge and principles to differentiate between the two. The federal government of America uses several methods in determining whether someone is a Native American or not. Blood quantum is one of these criteria’s and it applies the idea of determining how much of American blood a person has in their body.In America, there is a settlement that is set asi de for people of Indian origin. Any new person who may claim to be an Indian must have a proof of relationship with the already settled Indians in this land allocated to people of Indian backgrounds. The ability of some one to speak in Indian language and display cultural practices of Indians are acceptable by the federal government as true claims for an Indian. These criteria’s that are used by the government are not very different from those used by Native Americans in determining who a true Indian is.To begin with, the native communities look mostly at the cultural connection between a person and the community in question. This criterion requires someone to practice Indian cultural practices and have some ties with well known Indian families. Physical appearances as well as the ability to communicate in Indian languages are used too. Non-native Americans on their side, identify the native ones by the kind of lifestyles they lead. The language they communicate in as well as their accent too. This identity of ones race is very important in many ways.First, it’s used by the federal government in allocation of many services like education and social welfare. All these efforts in trying to determine who true Indians are pits at risk the identity of persons who are of a mixed ancestry because it makes them feel that they belong nowhere. All socialcultural anthropologies ideas have not offered any solution to solve this problem. People may have mixed ancestry hence making it hard to pick out their true identity. References 1. Deloria, Vine (1969) Custer Died for Your Sins: an Indian Manifesto, New York: Macmillan.2. Calloway, Colin G. , (1995) The American Revolution in Indian Country: Crisis and Diversity in Native American Communities ,Cambridge University Press 3. O’Donnell, James, (1973) Southern Indians in the American Revolution ,University of Tennessee Press 4. Hirschfelder, Arlene B. ; Byler, Mary G. ; & Dorris, Michael (1983) Guide to research on North American Indians, American Library Association 5. Johnston, Eric F. (2003). The Life of the Native American. Atlanta, Tradewinds Press 6. Jones, Peter N.(2005 Respect for the Ancestors: American Indian Cultural Affiliation in the American West, Boulder, CO: Bauu Press 7. Nichols, Roger L. (1998) Indians in the United States & Canada, A Comparative History, University of Nebraska Press 8. Snipp, C. M. (1989). American Indians: The first of this land, New York: Russell Sage Foundation. 9. Sturtevant, William C. (Ed. ). (1978) Handbook of North American Indians , Smithsonian Institution 10. Tiller, Veronica E (1992) Discover Indian Reservations USA: A Visitors' Welcome Guide. Council Publications, Denver, Colorado

Ben & Jerry’s Marketing Audit Essay

1 Executive Summary According to the American Marketing Association, â€Å"marketing is an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders† (Kerin, 2005, p.6). I have completed a marketing audit of Ben & Jerry’s Homemade, Inc. in the following categories: Market and Distribution Channels, Manufacturing, Markets and Customers, Competition, Marketing, Objectives, Strategies and Tactics, the 4P’s (product, pricing, promotion, and place), and sales. Based on my findings, there are several factors that will play a key role in Ben & Jerry’s Ice Cream becoming number one in the ice cream industry, instead of being ranked, as number 2. They are as follows: Streamlining the variety and names of the ice cream flavors Increase sales in the non target markets Sell premium ice cream in half gallon sizes Improve brand image Ben & Jerry’s ice cream currently offers consumers Super-premium ice cream flavors that are both unique and quirky. Furthermore, some of the wackiest flavors were suggested by adults. For example, some of the flavors include, Cherry Garcia, Chunky Monkey, and Chubby Hubby (www.benjerry.com). As a result of some of the outlandish names, it becomes difficult for consumers have to figure out why an ice cream would be called chunky monkey, and secondly, what does the flavor consist of. After all, Ben & Jerry’s target customers are at the high end of the consumer spending spectrum. Haagen-Daazs’ most popular ice cream flavor is simply, vanilla. Therefore, perception becomes a vital marketing concept to attain the number one  status. Although Ben & Jerry’s has been acquired by Unilever, one of the leading food companies in the world, Haagen Dazs, which has been acquired by Dreyer’s has still been able to penetrate 42% of the super-premium ice cream mark et, while Ben & Jerry’s penetrated 38%. However, Ben & Jerry’s have been able to have 100% profitability over the last nine years, while decreasing the cost of sales. Penetrating the 20% non-target market would allow revenue to continue to climb upward by becoming more visible. Advertising can be done through supermarket circulars, television commercials, and radio announcements, and offering the super-premium ice promotions such as buy one, get one free or coupons. Thus, customers and profit margins increase. Currently, Ben & Jerry’s super-premium ice cream is sold in pint size quantities. Gallon size quantities were only sold to warehouse club stores. Selling the product to the general public in gallon sizes would allow them to infiltrate the family segment of the ice cream industry. Understanding the consumer is a vital tool in successful marketing and sales. However, careful research and planning are necessary. Thus, a recommendation is being made for Ben & Jerry’s to enter the market of â€Å"micro-branding†; a trend that is becoming more successful in the ice cream industry. â€Å"Micro-branding would allow Ben & Jerry’s to partner with a compatible and recognized national brand to develop an ice cream formulation that delivers a taste experience that is related to the national brand’s product (www.qffintl.com). Some of the companies that currently co-brand are Cool Brands International/General Mills = Yoplait Frozen Breakfast Bars, Reese’s candies and Friendly’s Restaurants. Furthermore, prior to launching this new venture, Ben & Jerry’s can conduct a survey among loyal customers. Ben & Jerry’s Ice Cream is the best illustration of the 80/20 rule. They achieve 80% of the revenues in the target market and 20% in non target markets; however, to increase sales and become No.1, they will need to increase sales in non target markets while stimulating demand in target markets. Based on corporate information (www.benjerry.com), Ben & Jerry’s Ice Cream evolved when two childhood buddies, Ben Cohen and Jerry Greenfield met in a 1963 7th grade gym class in Merrick, New York. In 1977, Ben and Jerry move to Vermont and completed a $5 correspondence course in ice cream making. Afterward, a $12,000.00 investment was made, $4,000.00 of it borrowed, and they opened their first Ben and Jerry’s homemade ice cream scoop shop in a renovated gas station in Burlington, Vermont, on May 5, 1978. The company has maintained a reputation for producing gourmet ice cream and frozen treats, as well as promotions that foster an image as an independent socially conscious Vermont company. On August 3, 2000, Ben and Jerry’s were acquired by Unilever, a British-Dutch food company with distribution in 100 countries. This acquisition would allow the Ben & Jerry brand ice cream to cross over into national and international markets. The ice cream was made with fresh V ermont cream and milk, and the best and biggest chunks of nuts, fruits, candies, and cookies† (www.benjerry.com). Currently, Ben & Jerry’s sell 18 Mio gallons of ice cream per year, and more than â€Å"$200 Mio in annual sales worldwide including Europe, the Mideast, and Asia† (Kerin, 2006, p.2). This makes them one of the top maker’s of premium ice cream, matching  rivals Nestlà ©Ã¢â‚¬â„¢s Haagen-Dazs, and Godiva. Some of the first flavors included French Vanilla, Mint with Oreo Cookie, Maple Walnut, Butter Pecan, and Dastardly Mash. In order to maintain its status as a leader in the premium ice cream industry, new flavors are constantly being marketed, as well as measures to determine what the ice cream consumer wants now and in the future. The corporate vision is built around three strategic goals (missions) that support Ben & Jerry’s corporate concept of linked prosperity. These goals are: 1. The product mission: Become the leading distributor of freshly made quality ice cream, utilizing natural ingredients that do not violate the environment. 2. The economic mission: Achieve capital growth for the corporation, the stakeholders, and the employees. 3. The social mission: Be a pioneer in creating innovative business practices that make a positive impact on society nationally and internationally. 1.2 Market and Distribution Channels The company currently markets flavor ice cream, frozen yogurt and sorbet in packaged pints, for sale primarily through four channels: 1. Supermarkets, and other grocery stores 2. Convenience stores 3. Retail food outlets and in bulk primarily to restaurants. 4. Ben & Jerry’s company-owned franchised scoop shops. Ben & Jerry’s Ice Cream currently distribute their products throughout the United States primarily through independent distributors targeting certain markets including New England, New York, the Mid-Atlantic region, Florida, Texas, the West Coast and selected other major markets, including the Midwest and Denver areas. In 1999, approximately 77% of the sales of the Company’s packaged pints were attributed to these target markets (www.benjerry.com). Also, the ice cream products are also available in â€Å"non-target† markets in the United States, the United Kingdom, France, Israel, Canada, the Netherlands, Belgium, Japan, Singapore, Peru and Lebanon. 1.3 Manufacturing The company manufactures Ben & Jerry’s super premium ice cream and frozen yogurt pints at its plant in Vermont. This plant manufactures Ben & Jerry’s ice cream, frozen yogurt, frozen smoothies and sorbet in packaged pints,  12oz. and single serve containers at its St. Albans, Vermont plant. However, in 1999, the company shifted the manufacturing of its frozen novelty line of business from a company-owned plant in Springfield, Vermont, to third party co-packers to improve the company’s competitive position, gross margins and profitability. As a result of this restructuring, the company was able to write-off `assets associated with the ice cream novelty business, asset impairment charges of other manufacturing assets and costs associated with severance for those employees who do not accept the Company’s offer of relocation. The implementation of this manufacturing restructuring program resulted in a pre-tax special charge to earnings of approximately $8.6 Mio in the fourth quarter of 1999 that was primarily non-cash. The plan was executed in 2000. Thus, outsourcing its novelty business will enable the Company to introduce a wider range of novelty products in future periods. 1.4 Markets and Customers Ben & Jerry’s ice cream is packaged in pints, quarts,  ½ gallons, single serve containers and novelty products primarily through supermarkets, other grocery stores, convenience stores and other retail food outlets. The company markets ice cream, frozen yogurt and sorbet in 2  ½ gallon bulk containers primarily through franchised and company-owned Ben & Jerry’s scoop shops, through restaurants and food service accounts, such as stadiums, airports, cafeterias, and hotels. The ice cream is distributed through independent ice cream distributors; with some exceptions, only one distributor is appointed for each territory for supermarkets. In most areas, sub-distributors are used to distribute to the smaller classes of trade. Company trucks and other distributors distribute products that are sold in Vermont and upstate New York. In the late 90’s, Ben & Jerry’s redesigned its distribution network to enable more company control over sales and improve efficiency in the distribution of its products. Under the redesign, Ben & Jerry’s increased direct sales calls by its own sales force to all grocery and chain convenience stores and has a network where no distributor of Ben & Jerry’s products has a majority percentage of the Company’s distribution. In addition, a joint venture of the U.S. ice cream operations of Nestle and the Pillsbury Company distributes Ben & Jerry’s products in specified territories; the balance of domestic deliveries are distributed primarily by  Dreyer’s Grand Ice Cream. Under the redesign, no single distributor is expected to handle over 40% of Ben & Jerry’s distribution, as compared with Dreyer’s distribution activities accounting for approximately 57% of the company’s net sales in 1997 and 1998. 1.5 Competition â€Å"The ability to create innovative marketing strategies is crucial to a company’s competitiveness† (Magrath, Allan, 1992, p.1). Competition in the premium ice cream industry is fierce. Initially, Nestle, Dreyer’s, and Blue Bell were Ben & Jerry’s top three top competitors. In July of 2003, Nestle merged its operations with Dreyer’s, which makes Edy’s and Haagen-Dazs ice cream (www.dreamery.com). Other significant competitors are Columbo, Healthy Choice, and Starbucks, which are all distributed by Dreyer’s. According to research, Haagen- Dazs uses several approaches to keep the status of being number one in the ice cream industry, and they are as follows: a. Substantial visibility in more foreign markets than Ben & Jerry’s. b. More shares of the markets. c. Cookies and candies are used as a part of the ingredients. In addition to competing with the number one competitor, Dreyer/Nestle, Ben & Jerry’s also has to face competition from other players including: Berkeley Farms Blue Bell CoolBrands Dunkin Friendly Ice Cream Gifford’s Schwan’s (Competitor’s cont’d) Stewart’s Shops Stonyfield Farm YoCream 2 Marketing Ben and Jerry’s Ice-cream introduced themselves to the marketplace as unusual and comical, with the hopes of appealing to the ice cream lover’s sense of humor. Thus, allowing them to acquire a loyal following. However, many adult  consumers did not find their advertising funny, as a result market research revealed confusion. Although the packaging of the ice cream was amusing, patrons were often trying to figure out why a company, that wants to sell premium ice-cream, would come up with an ice cream flavor such as â€Å"Chunky Monkey† and â€Å"Chubby Hubby†. The playful packaging was viewed as being too juvenile to necessitate its luxury price. In 1998, the company re-launched its entire pint line. â€Å"The design of the ice cream packaging was changed to a more polished grown up design utilizing collages of illustrations, photography and textures. The polished grown up designs cleared the confusion, strengthened the brand, and matched the quality of the ice cream. A superb premium look accompanied the price, and was created without forfeiting the trademark Ben & Jerry’s eccentricity† (www.fitch.com). Changing the packaging design helped the company to be taken more serious by the premium ice cream consumer market. To sustain their brand and marketing strategy, Ben & Jerry make sure all marketing activities are aimed at building brand equity, a solid reputation for the company, and most importantly, profitable customer relationship. The company’s marketing strategy includes: 1. Emphasizing the high quality, natural ingredients in its products. 2. Highlighting commitment to social change through innovative promotional and advertising campaigns facilitating brand awareness through Public Relations, magazines, radio, TV coverage, and the internet. The company now distributes its ice cream products internationally in the United Kingdom, Israel, certain parts of Japan, Ireland, France, Canada, the Netherlands, Belgium, Singapore, Peru, and Lebanon. Furthermore, all of the scoop shops are franchised, which contributes significantly to the growth of the brand. 2.1 Objectives, Strategies and Tactics Competition in the premium ice cream industry is fierce. The company’s two principal competitor’s are the Haagen-Dazs operation of Ice Cream Partners and Dreyer’s/Edys, which introduced Dreamery. Other significant frozen dessert competitors are Columbo, Healthy Choice and Starbucks. â€Å"Haagen-Dazs is the industry leader with 42% of the super-premium business, and No.2 Ben & Jerry’s, with 38 percent† (Emert, Carol, San Francisco Chronicle,p.1)  however Ben and Jerry are looking at becoming No 1 and the 4Ps analysis below illustrate how they want to achieve that goal. 2.2 4P’s – Product The packaged ice cream industry includes economy, regular, premium, premium plus and super premium products. Super premium ice cream is generally characterized by a greater richness and density than other kinds of ice cream. This higher quality ice cream generally costs more than other kinds and is usually marketed by emphasizing quality, flavor selection, texture and brand image. Other types of ice cream are largely marketed on the basis of price (www.benjerry.com). Ben & Jerry’s Homemade makes its products at facilities in Vermont. They make over 40 different Super-premium Ice Cream flavors (www.hoovers.com) Super-premium Flavors: Brownie Batter Butter Pecan Cherry Garcia Chocolate Chip Cookie Dough Chocolate Fudge Brownie Chocolate Therapy Chubby Hubby Chunky Monkey Coffee Coffee Heath Bar Crunch Dave Matthews Brand Magic Brownies Dublin Mudslide Everything But The†¦ Fudge Central Fossil Fuel Half Baked In A Crunch Karamel Sutra Martha Martha Marshmallow Mint Chocolate Cookie New York Super Fudge Chunk Peanut Butter Me Up Phish Food Uncanny Cashew Wich Frozen Yogurt Cherry Garcia (low-fat) Chocolate Fudge Brownie Half Baked Phish Food Super Premium Ice Cream, Super Premium Frozen Yogurt, and more recently, Super Premium Sorbet have become an important part of the frozen dessert industry reaching â€Å"$3.5 billion in annual ice cream sales (Emert, Carol, p.1) Super premium ice cream is the fastest growing segment in the ice cream industry. Sales in the low-card ice cream market skyrocketed to close to $76 Mio in January of 2005. Research shows, â€Å"66% of carbohydrate conscious consumers are seeking low fat products† (www.qffintl.com). In response to the demand for lower fat and lower cholesterol products, Ben & Jerry’s introduced its own super premium low fat frozen yogurt and lactose-free and cholesterol-free sorbet, as well as a new line of low fat ice cream. 2.3 Pricing Based on information provided by Information Resources, Inc., a software and marketing information services company, the total annual U.S. sales in supermarkets at retail prices of super premium and premium plus ice cream, frozen yogurt and sorbet were approximately $572 Mio in 1999 compared with about $518 Mio in 1998. During the 2001-2003 period sales grew by 11.6% In 2004, sales were approximately $260 Mio, and 2004 sales were $272 Mio. Ben and Jerry’s product is considered an affordable luxury because of the high quality and quantity of the ingredients. However, individual retailers set their own retail pricing. A reflection of the variation of pricing depends on local market conditions, as illustrated in the table below. Retail/Grocery Store Convenience store Pathmark Shoprite WaWa CVS Ben & Jerry $3.89 $3.79 $3.99 $3.69 Dreyer/Haagen-Dazs $4.19 $3.99 $4.29 $3.89 2.4 Place Competition and consumer demand are increasing in the premium ice cream industry. Because of limited shelf space within supermarkets, visibility becomes minimal for many ice cream manufacturers. As a result, some brands have been forced out of some markets. In most supermarkets that were visited, Ben & Jerry’s have their own section of shelf space to advertise there product. This is done by having their product advertised in a separate freezer space. In markets where they do not have their own shelf space, they tend to use a seasonal adjustment strategy. 2.5 Promotion Ben & Jerry’s use community involvement to advertise their ice cream. The company hosts a yearly folk festival which has about 50,000+ attendees. Free cones are given away at this annual event. In addition, the company has guided tours of its facility in Vermont. This is a non-traditional marketing approach. Currently, the company does not advertise in retail papers, nor do  they solicit buyers in television ads. As a result, it is difficult to quantify investment and return on investment (ROI). However, being able to double profit within five years illustrates Ben & Jerry’s ability to successfully market and drive sales. 2.6 Sales Cohen and Greenfield began packing the ice cream in pints for sale in local grocery stores in 1980. The first franchise followed in 1981. The company earned national exposure that year when Time magazine hailed their product as â€Å"the best ice cream in the world.† After opening its first out-of-state franchise in Maine in 1983, Ben & Jerry’s Homemade first went public in a Vermont-only stock offering (to keep ownership local) in 1984. Sales that year surpassed $4 Mio. The fat-free mania of the 1990s prompted the ice-cream producer to introduce frozen yogurt nationally in 1992 and nonfat frozen yogurt in 1995. Stiff competition and plant expansion in 1994 caused Ben & Jerry’s to suffer its first-ever loss. In 2000, Unilever acquired the company for about $326 Mio. Since its purchase of Ben & Jerry’s, Unilever has not fully integrated the company into its freezer-full of North American ice cream brands. However the parent has plans to boost the brand into its global portfolio. While most Ben & Jerry’s is exported from Vermont, limited production of the product has begun in Europe. Since its purchase of Ben & Jerry’s, Unilever has not fully integrated the company into its freezer-full of North American ice cream brands. However the parent has plans to boost the brand into its global portfolio. While most Ben & Jerry’s is exported from Vermont, limited production of the product has begun in Europe. After a slow spell in its retail growth, Ben & Jerry’s has announced it will step up store openings around the US. To share the cost of nabbing prime retail locations, the company is partnering with its Vermont neighbor Green Mountain Coffee Roasters to add coffee and pastries to its SCOOP SHOP menu — and hopefully extend sales into times of the day when people aren’t typically eating ice cream. An analysis of net sales for the last 9 years reflects a significant growth that is a result of: A better market penetration.  A reduction of cost of sales throughout the years (operational efficiency, improved sales and marketing) Improved gross profit over the years (reflects increased efficiency) In fact, based on the above analysis, Ben & Jerry’s are in a position to beat out their number one competitors, Dreyer’s and Nestle. 3 Recommendations Based on the findings in conducting a Marketing Audit for Ben & Jerry’s Super-Premium Ice Cream, Ben & Jerry’s Ice Cream is the best example of how to turn a dream into a successful business venture. In fact, they have achieved the No.2 player in the Super- Premium Ice Cream market. Their next goal is to become No.1. To achieve their goal, Ben & Jerry’s have to address the following issues that were identified in the Marketing Audit: They have to stream – line the variety of flavors. In fact, the current offering tends to confuse the consumer especially given the associated luxury price tag. They have to increase sales in the non target markets by increased marketing as an effort to become more visible to consumers. Sample marketing and advertising channels include television commercials, supermarket circulars, and radio advertisements. In fact, Ben & Jerry’s Ice Cream is the best illustration of the 80/20 rule. They achieve 80% of the revenues in the target market and 20% in non target markets; however, to increase sales and become No.1, they will need to increase sales in non target markets while stimulating demand in target markets. References Anonymous. Ben & Jerry’s 10-405K Report. Retrieved December 28, 2005, from http://www.benjerry.com/our company/research library/fin/1999/10k.html. Anonymous. Ben & Jerry’s 10-405K Report. Retreived December 28, 2005, from http://www.benjerry.com/our company/press_center/press/press_release.cfm. Anonymous. Packaging, Brand Communications and Consumer Environment. Retrieved from http://www.fitvh.com/case-study Anonymous. (2005).USA summer ice cream scene: Novelties, Co-Branding and Something for Everyone. Retrieved December 28, 2005 from http://www/qffintl.com/pdf/july_2005/95.cfm Chevron, J, (1998). The Delphi Process: Strategic Branding Methodology, (15)3, 1-2. Retrieved December 28, 2005 from http://www.jrcanda.com?art_delphi.html Emert, Carol. (1999). Dreyer’s enters the cold war. New Dreamery line is going cone to cone with Haagen–Dazs and Ben & Jerry’s. Retrieved January 10, 2006, from http://www/sfgate.com/cgi-bin/article.cgi Kerin, Roger, Hartley, Steven.(2005) Marketing. Eighth, Retrieved December 5, 2005 from University of Phoenix database Magrath, A. (1992). Six pathways to marketing innovation. Business & Company. Resource Center. Retrieved December 10, 2005 from http://galenet.galegroup.com Murray, B. Ben & Jerry’s homemade inc. Hoovers A D&B Company. Retrieved December 12, 2005, from http://www.hoovers.com