First law of motion Essay

I have come to a point in life that many people have not. I have made a firm decision to recommit myself to pursuing my dreams. While there are those who believe that with an ounce of luck and a ton of persistence anything can be accomplished, I believe that there is no reason to expend so much energy and rely on luck. I believe in taking hold of my destiny and carving out a future for myself based on the decisions that I make in life. Life is simply too short and too precious to be left to luck alone. This is why I have chosen to apply at (Selected University Here). An object at rest tends to stay at rest and an object in motion tends to stay in motion with the same speed and in the same direction unless acted upon by an unbalanced force. This is how the first law of Newton is often stated. An object remains at rest unless an external influence interacts with it and either gets it moving again or alters its direction. I prefer to think of myself as one of those objects that are at rest. There has never really been any motivation or desire on my part to try and do something drastic in my life. The problems of other people do not concern me unless there is some sort of benefit that I can gain through my actions or disadvantage that will happen through my inaction. This has always been my way of dealing with things when I was much younger and admittedly more selfish and naive. As every story concerning a spoiled child goes, I always felt that I was the center of everyone’s attention. I was the most important thing in this world. There was no need for me to raise a finger to do anything as everyone around me was at my beck and call, servants who catered to my every whim and desire. These thoughts of greatness and power however were also the same thoughts that made it very difficult for me to adapt to my school environment as I constantly found myself alone in school with no friends and nobody to talk to. Things took a turn for the worse before they got any better however as I was also performing terribly in school. I would get into scuffles with my classmates and get on the bad side of everyone in my school. These were very difficult times for me because I could not understand why these people had such an intense dislike for me. The worst part was yet to come however. One day when I was one my way to my classroom I saw a couple of my classmates breaking into the lockers of a few of the students. Unsure of what I was supposed to do I decided to watch them. A few moments later a young kid, much smaller and younger than me, told these bigger kids to stop what they were doing because it was bad. These bullies merely laughed at the kid and decided to have some fun with him and push him around. Forgetting how much bigger they were than the young child, they became too rough and pushed the child so hard that he rolled down the stairwell. Instead of helping the young kid out I decided to make a run for it and not say anything to anyone. It wasn’t my problem, I recall telling myself. Indeed it wasn’t but soon enough it became a problem of mine when I learned a week later that the young boy who I refused to defend would never be able to walk again. My inaction, my selfishness was the reason that a young boy would never be able to walk again. I could not live with myself. It was then that I decided to approach my mother and ask her why things were that way. Like every mother, my mom adored me and always had my best interests in her heart. But I was surprised when she told me the truth; I was selfish, arrogant and self centered. A person destined for greatness must learn to be humble and must also learn to stand up in the face of adversity. She then told me a story a great person, a person she admired, former President Ronald Reagan. While not exactly the most intelligent of all people, Ronald Reagan endured many trials in his life and was able to weather them all thus earning himself the nickname â€Å"The Teflon President†. Not only was Ronald Reagan able to endure all of his challenges, he was also well loved by many, which is largely attributed to his persuasive quotable speaking style. The Great Communicator was able to charm the hearts of many and in doing so became one of the most effective Presidents in the history of the United States. After that talk, I decided to learn more about this person who my mother thought so highly of and found that he had done so many things during his administration. I could not understand how a person who wielded such power never chose to abuse it but instead chose to use the power to help other people and improve the welfare of every American; Powerful and influential but at the same time well-loved by the American public. From that forth I resolved to discard my selfish and self-centered ways and decided to focus more on helping other people and becoming more altruistic in my deeds. While I certainly will not become the next Ronald Reagan, I have him to thank for motivating me to become a better person not only for myself but for others as well. He has inspired me to lead a life of service for the public and fueled my passion for politics. I may not be able to accomplish the things that this great person has done in his lifetime but I will be happy knowing that I have made a difference in this world. To have even inspired a single person to do good things and to devote his life to a life of service for others as Ronald Reagan has done for me will be a great accomplishment. While I personally believe that â€Å"there is no such thing as a free lunch† and that everything a person has in life must come from hard work and perseverance, I also believe in charity. I believe in helping others who do not have much in life. I believe in helping people regardless of their nation, race or creed. I believe in being a better person so I can best help myself and others around me. I believe that (Selected University) is the best place for me to turn these beliefs into realities.

Reading and Books Essay

Despite the vast, growing and active educational reforms continuously being modified and implemented in today’s Philippine Educational System such as MTB – MLE and K+12 education curriculum, there are still 6. 2 million Filipino youth who does not receive proper and formal education in the classroom, which includes the Out – of – school children and youth. Specifically, according to the 2010 Annual Poverty Indicators Survey (APIS) of the National Statistics Office (NSO) released November 2011, one out of eight Filipinos aged between 6 and 24 is an out- of- school youth(OSY). Current estimates further indicate that 7. 8 million Filipinos or 16. 2% of the population are not functionally literate. About 3. 9 million of them are out of school youth. The Philippine government defines an out –of- school youth (OSY) as someone who is not attending formal education and/or not gainfully employed in the case of youth 18 to 24 years old who have not finished college or even a technical vocational course. The government further explains that the primary reasons for these out of school youth for not attending school is poverty and lack of personal interest. On the other hand, out- of- school youth are vulnerable people who have special needs too. Nobody can deny the hard fact that education is still an extremely important factor for bringing change in the lives of these individuals. It has universally been recognized as the most powerful instrument and pre – requisite for gearing up the socio – economic development of a nation. This is why investment in education is considered to be so vital for human resource development and enhancement of the quality of manpower. In the history of humankind, there is an established fact that a certain level of literacy in population is an essential pre – requisite for precipitating the process of development in a country. It is emphasized therefore that the most active part in the socio – economic development of any country or region always consists of the adolescents. Moreover, many people have a misleading impression of the abilities and capacities of â€Å"out – of – school youth†. It is generally assumed that this group needs to re – do and re – learn the most basic literacy skills. Hence, they are marginalized and ostracized. In fact, out – of- school youths do have some experience of learning within the formal system. In addition, many of them have gained rich learning experiences from their environment and culture. Thus, basic literacy does not necessarily mean teaching literacy in its most basic forms. However, the acquired skills and knowledge need to be recognized, tapped into and enhanced. Out- of- school youths may have failed to complete their education in the formal system due to various reasons, such as socio – economic or health issues, urbanization, teacher – teaching factors or curriculum problems but UNESCO still has enumerated and emphasized the basic literacy for out – of- school youth development which involves the acquisition of the basic skills needed to cope with the complex and technological world, including IT and computer skills, communication skills – listening, speaking, reading, writing, viewing, critical thinking and many others. Moreover, developing the literacy of OSY’s is a complex process, which involves enhancing the knowledge and capacities that they have gained over the years and providing them with access to challenging learning opportunities. The Philippines through the initiative of the Bureau of Alternative Learning System formerly called the Bureau of Non – formal Education (BNFE) is responsible for contributing to the improvement of the poor including the out – of school youth and drop outs through literacy and continuing education programs. Its aim is to focused basic services to the more disadvantaged sections of the population to improve their welfare and contribute to human resource development. This was done to respond to the need of a more systematic and flexible approach in reaching all types of learners outside the formal school system. The Alternative Learning System (ALS) is a parallel learning system that provides a viable alternative to existing formal education instruction. It encompasses both non – formal and informal sources of knowledge and skills. Certification of learning for out – of –school youth and adults , aged 15 years and over, who are unable to gain from the formal school system and who have dropped out of formal elementary and secondary education , is ensured through the Alternative Learning System Accreditation and the Equivalency (ALS A &E) System. The system of certification is done through successful completion of the ALS and A & E test at two learning levels – elementary and secondary. Those who pass the test have to undergo counseling to explore their oppurtunities, be it a return to the formal school system or the option to enter the world of work. (UNESCO Bangkok, 2009). The ALS eSkwela program has five main learning strands: Communication skills, critical thinking and problem solving, sustainable use of resources and productivity, development of self and a sense of community, and expanding one’s world vision. Since ALS is a module-based learning system, students come in on a set time and choose a module to read. A quiz is given after each module to test their learning. Instead of teachers, facilitators are always present to answer any questions and sometimes lecturers would discuss a certain module. Apart from the major aim and objective of the system, the ALS Project was conceived to respond to many grassroots learning needs and at the same time fulfill the following key social development objectives of EFA: †¢Functional Literacy: Current estimates indicate that there are 7. 8 million Filipinos or 16. 2% of the population who are not functionally literate. About 3. 9 million of them are out of school youth. †¢Family Literacy: Many parents want to develop functional reading, writing and numeracy skills and knowledge so that they can help their children do their homework. †¢Community Participation: †¢ Continuing Education: Many people who have obtained literacy skills and want to continue learning should be given the means and tools to return to formal schooling or go on learning on their own. †¢Empowerment: Out-of-school youth and adults living in economically depressed communities need to develop communication, problem solving, critical thinking, and learning-to-learn skills and competencies which will directly help them raise their standard of living and improve their quality of life. Functional basic education should empower them with better health practices, better food, increased income, improved family life, more direct civic and community participation and more opportunities for wider life choices. It is noted that the ALS learning modules constructed by SEAMEO Innotech experts are freely chosen, used and read by the students. It is true therefore that through the skill called reading, any idea or module given to them are enlightened. On the other hand, observations show that are still many problems and issues encountered along the Reading performance and proficiency of the out – of – School Youth which includes vocabulary, comprehension, study skills and others. Even the (UIS, 2011) stated a very alarming issue that seven hundred and seventy-five million adults all over the world cannot read. Many of these OSY’s too are unemployed, underemployed adn lacks basic English language literacy skills specially reading and writing. In addition, UNESCO also emphasized that the basic English literacy skills development is too considered as a means of widening the experiences of learners and allowing them to communicate effectively in their everyday life as well as in their future lives as responsible citizens and professionals. Accordingly, woven into the framework of the basic English Literacy skills is also the development of critical thinking skills. Thinking critically would mean grasping the complexity of the world and questioning how others think in order to clarify and improve one’s own understanding. Although, schools and learning institutions clearly neglect the development of critical thinking, there is much evidence to show that students’ reading and writing abilities are linked to their ability to question facts and information. Literacy is briefly defined as the â€Å"ability to read and write†. When we think of literacy, we think of reading. But being able to read does not mean someone is necessarily a literate person. In the 21st century, literacy encompasses the skills youth and adults need to be functional in the society, including numeracy and reading and writing skills. Most learning is dependent to reading. As the learner advances in the educational ladder, more complex reading skills are required of him. Effective reading requires from an individual the ability to locate keywords in a sentence, locate the topic sentence in a paragraph and understand and interpret what is read. Reading, therefore is an important skill a child must developed in order to cope to the very fast, changing and difficulties the world offers. Of many skills it is cited that it is one of the first skill a literate person must acquire. Likewise, there were many studies and projects that responded to the many goals of ALS and UNESCO in general, specifically along the communication skills strands. One of which is the Project EASE. This study made use of a Reading Comprehension and writing composition test to assess the basic communication skills of the students. Unfortunately, there were only few qualifiers for the said program the rest did not qualify. Most of the non – qualifiers came from the lower sections where the pressure to earn was much stronger. The non – qualifier was given another chance. They were administered with an alternative cloze type of comprehension test carefully made by the SEAMEO Innotech experts. The program such as EASE was pronounced. (add facts) Another is a study on the Attributes of High School Student – qualifiers in the Accreditation and Equivalency Program (AEP) which was done as Basis for a proposed Action Program by Rarang in (1999). The study made use of the public high school students in the fourth congressional district of Pangasinan during the school year 1997 – 1998. The study was done for the purpose of creating appropriate action programs that could increase the probability of prospective PEPT examinees to qualify for promotion or year level acceleration. The result of the study revealed that out of the 86 respondents who took the 1997 PEPT only four qualified for the acceleration or promotion to the next higher level in high school. Furthermore, the research made use of the Descriptive Method with a pre and post enrollment attributes of the student – qualifier in the AEP as data gathering instrument. It was found out that there was more male drop – outs that females and their dropping age ranged from 13 to 17 years old and that before the respondents dropped out from school, the last level they completed was Grade VI. The findings of the study also revealed that the main reason for the learners dropping out is due to financial difficulty. They also vary in their performance in the last year level they attended with 89. 13% as the highest average grade and the lowest grade at 68. 25%. More so, the study discovered that the contributory factor in the acceleration and promotion of the students to the next level are their reading activities done during their free time like reading magazines, newspapers, books, pocketbooks and even their old notes. Accordingly, reading is the most important factor in achieving promotion and acceleration. Many reading researches have shown that learners and OSY’s reading skills literacy performance is always at risks. Firstly, in the second Readership Survey made by SWS survey commissioned by NBDB floated all over the Philippines revealed that reading has slightly declined in our country. Only 92 percent of the 1,200 respondents say that they read, down to two percent from the first Readership survey done in 2003. In the literacy field, comprehension is primarily identified as the goal of (Duke & Pearson, 2002; Duke, Pearson, Strachan, & Billman, 2011). While many agrees comprehension is of utmost importance, many still argue that in this many classroom context, focusing on students’ fluency did not limit students’ development as readers, particularly for those who were asked to read aloud. The findings of this study also pointed out the importance of teachers examining the learners own perceptions about reading and reading instruction (Edwards, Martin, Protacio, & Razali,2010). Furthermore, (Biancarosa & Snow, 2006; Joftus, 2002) exclaimed that even among students who do graduate from highschool, inadequate reading skills are a key impediment to success in postsecondary education (American Diploma Project, 2004). Students who struggle with reading of ten lack the prerequisites to take academically challenging coursework that could lead to more wide reading and thus exposure to advanced vocabulary and content ideas (Au, 2000). The 2006 report by ACT, Inc. , Reading Between the Lines: What the ACT Reveals About College Readiness in Reading, describes even more troubling trends. Only 51% of students who took the ACT test in 2004 were ready for college-level reading demands (ACT, Inc. , 2006). The reading skill levels of the out-of-school youth population have remained  low, especially in comparison to the rising skill demands of employers. Although this report cannot summarize the changing qualifications, a number of indicators suggest a serious shortfall between the skills of out-of-school youth and job requirements. Dropouts and other out-of-school youth are reported to be unable to attain basic levels of math and reading proficiency are certainly much higher. White Paper further explains that young people leaving the educational system at 16, or more likely 19, must at least have the requisite literacy and communication skills to be employable and to be effective in life. Since reading is linked to writing, students write about what they read. Young and adults who are behind in reading and writing simply have not had as much experience reading and writing as young adults who are proficient readers and writers. Moreover, out – of- school youth who are behind have also not leaned the strategies that proficient readers and writers use to understand text and communicate their ideas in writing. This means that explicitly the strategies that proficient readers and writers use and providing guided practice are the keys to improving these skills. It has been proven that Out – of- school youth possess a broad repertoire of knowledge and skills that simply needs to be recognized, tapped into and enhanced in order for their abilities to improve. Indeed, there is a need to place a greater emphasis on developing and enhancing quality English language literacy skills training, programs and instructional materials for Out – of – School youth development. The conception of the ALS program or the Alternative Learning System is a great endeavor that caters to the needs and improvement of Out –of-School youth in the City Schools Division of Dagupan City. The ALS DEpED Dagupan City Division is one with the government in the active fulfillment of its task to reach and educate the OSY’s in the City. In fact, there have been many OSY’s who benefited from the program. Latest report says that ALS students in Region I show positive interest in this endeavor. Dagupan City Schools Division is composed of five Districts. From all over the city, there have been many Out – of –school youth coming from the 31 barangays of the city who enrolled in the said program. With the initiative of teachers and volunteers who facilitates the program, the actual teaching and learning is collectively done with the help of the module based learning materials. Furthermore, in the case study conducted by the Accreditation and Equivalency System of the Non – Formal Education Project clearly encourages service providers like educational institutions to identify and make use of variety of enriching materials both print and non – print in addition to the prescribed NFE and A & E Learning modules provided by the SEAMEO – INNOTECH. With the encouragement of the BNFE or the ALS calling to different service providers to respond and create instructional materials that the OSY’s can benefit, the researcher will study on the present Reading Comprehension Skills Levels of the Dagupeno OSY’s particularly on the Reading Comprehensions Skills Level of the ALS students presently registered and attending the regular Eskwela ALS program in the City schools division of Dagupan during the calendar year 2013– 2014 and envisions to create a Self – Learning Reading Material that will better improve and enhance the Reading Comprehension and in general proficiency of the ALS learners. STATEMENT OF THE PROBLEM This study aims to analyze the Reading Comprehension Skills Level of ALS students in the city schools division of Dagupan. Specifically, it will answer the following questions: 1. What is the performance of the ALS students in the reading Comprehension Test in terms of the: a. Total scores they will obtain from the Reading Comprehension Test? b. Specific scores they will obtained in the following reading Comprehension levels: Literal Reorganizational Inferential Evaluational Appreciational? 2. What is the extent of performance of the ALS students in the reading Comprehension test in terms of: a. Total scores they will obtain from the Reading Comprehension Test? scores they will obtained in the following reading Comprehension levels: Literal Reorganizational Inferential Evaluational Appreciational? 3. What instructional material will be proposed to address the reading comprehension inadequacies of the ALS students? SUBJECTS The subjects of the study will be the ALS students of the city schools division of Dagupan enrolled in the five districts of the division. There is a total of 447 ALS students in the division and they will be randomly selected from among the districts of the division. The respondents of the study will be elementary drop – outs, secondary drop – outs, non- passer of previous ALS A&E Test/s, Learners/Completers of the ALS programs and Youth and adult drop – outs. RESEARCH HYPOTHESIS/ Assumptions The study will be anchored on the following assumptions: 1. The total test scores and the scores in the specific skills areas of the ALS students will reflect their reading comprehension performance. 2. The ALS students’ responses to the items in the test must truthful and accurate SCOPE AND DELIMITATION The study will be conducted to determine the reading comprehension performance and skills of the ALS students of the city schools division of Dagupan during the S. Y. 2013 – 2014. The respondents of the study will be elementary drop – outs, secondary drop – outs, non- passer of previous ALS A&E Test/s, Learners/Completers of the ALS programs and Youth and adult drop – outs in general. A constructed Reading Comprehension Test will be used as instrument in gathering data pertinent to the study. The Reading Comprehension test will be carefully validated, tabulated and interpreted to arrive at accurate and precise results that will help as basis for the creation of a self- learning reading material for ALS students. Definition of Terms The following terms are carefully defined in the context of the study to provide a common understanding and frame of reference between the researcher and the readers: Reading both a process and a product and it involves bringing the individual’s entire life experiences and thinking patterns to understand what the writer has written (Aukerman, 1981). Reading Comprehension refers to the ability to understand text read by means of constructing meaning with the use of some clues in the text and the schema or background knowledge of the reader about the text. Reading Comprehension Abilities, also referred to as reading comprehension skills, refer to the five(5) reading levels (Toffelson, as cited by Tuvera, 1993) of reading comprehension, which include (1) Literal Level;(2) Reorganizational Level; (3) Inferential Level; (4) Evaluational Level; and (5) Appreciational Level. Specific Comprehension Skills refers to the specific skills that make up the different reading levels. Literal level of reading refers to the reading level that enables the students to recognized and/or recall details, main ideas, sequences, comparison, cause and effect relationships, character traits and recall author’s organization and explicitly stated information in the reading selection (Toffelson, as cited by Tuvera, 1993). Reorganizational level of reading refers to the reading level that enables the student to classify or group, outline or specify, summarize and synthesize text that has been read (Toffelson, as cited by Tuvera, 1993). Inferential Level of reading refers to the reading level that enables the student to infer supporting details which require the making of a hypothesis on an information that might have been included in the text; infer the main idea; infer a sequence which requires the student to make a hypothesis about what might have occurred in addition to the already explicitly stated events and making a hypothesis in events beyond completion of the text. Other skills also included are inferring, comparison, cause and effect relationships, charater traits,  author’s organization, figurative language and predicting outcomes (Toffelson, as cited by Tuvera, 1993). Evaluational level of reading refers to the reading level that enables the student to make a judgment of reality and fantasy and judgment between fact and opinion (Toffelson, as cited by Tuvera, 1993). Appreciational level of Reading refers to the reading level that enables the student to have emotional response to the text and determine an author’s purpose, mood, tone and point of vies (Toffelson, as cited by Tuvera, 1993). Performance is defined as a manner of functioning: the manner in which something or someone or somebody functions, operates, or behaves (Microsoft Encarta 2006. 1993 – 2005 Microsoft Corporation). In this study, it refers to the number of correct answers of the ALS students an all the specific levels of the reading comprehension test to reflect the students’ reading comprehension abilities. Extent of Performance refers to the reading comprehension abilities of the students based on a scale of scores to describe the level of reading comprehension of the ALS students. The scale will consists of three (3) levels: High , for scores equivalent to 75 percent – 100 percent; Moderate, for scores equivalent to 50 percent – 74 percent; and Low, for scores equivalent to at most 49 percent of the total point and of their points in the different specific reading comprehension skills areas. Total Scores obtained refers to the raw scores of the students which will correspond to the number of the correct answers of the ALS students in the reading comprehension test. Specific scores obtained refers to the raw scores of the learners in the different specific skill areas which correspond to the number of correct answers of the students in the specific skill areas. Self – Learning Reading Activities are activities involving processes which will enhance the reading performance and improve the five levels of reading comprehension of the ALS students . It also encourages students to gain more interest in reading with the aid of the designated activities. Analysis refers to the process of categorizing the performance of the students in the reading comprehension test in its totality and in the specific reading skills according to the extent of their performance. Out – of School Youth ALS ALS Learners ALS Implementers Conceptual Framework The objective of all readers should be comprehension of what they read. Comprehension is understanding. Understanding involves abilities to explain, interpret, apply, have perspective, empathize, and have self – knowledge (Wiggins and Mctighe,1998). Reading is both a process and a product ant it involves bringing the individual’s entire life experiences and thinking patterns to understand what the writer has written (Aukerman, 1981). When good decoders have problems with comprehension, they need help in developing language proficiency and listening comprehension. Teachers can help them develop the corresponding skills by combining vocabulary and comprehension strategy instruction with encouragement to enhance their reading of different materials Dymock, 1993). Reading comprehension can be effected by background knowledge. This concept is proved that when readers possess rich prior knowledge about the topic of a reading material, they often understand the reading material better than readers with low prior knowledge. That said, readers couldn’t always relate their world knowledge to the content of a text because they are not able to, even when they possess knowledge relevant to the information it presents. Often, they do not make inferences based on prior knowledge unless the inference are absolutely demanded to make sense of the text (Mckoon % Ratcliff, 1992). The study is anchored on the core concept that reading difficulties encountered by learners can be addressed by an appropriate learning material in the form of a self – learning reading material which will address their difficulties to be assessed using the reading comprehension test. Research Paradigm Figure 1. Paradigm of the study Figure 1 above illustrates the prerequisites in the development of a Self – Learning Reading Materail to improve the reading comprehension ability of ALS learners in the city schools division of Dagupan. CHAPTER II Review of Related Literature and Studies This chapter presents studies and literature which are seen to be significant that can give light to the completion and conduct of the research. FOREIGN Educational research has become a global enterprise, with researchers recognizing the need to be aware of educational practices in other countries. Burbules (2002) notes that this international context makes possible the sharing of knowledge and experience gained in relation to reform and evaluation in different countries. Recent studies show that seven hundred and seventy-five million adults cannot read (UIS, 2011). According to the study conducted by Glewwe and Kremer, (2006 ) a major factor in the poor reading problem is the poor quality of public schools in developing countries. Many peoples understanding of the educational production function, however, is still limited. Providing resources to schools with no other inputs rarely improves overall student performance and that if resources are paired with a larger array of inputs, students’ test scores do improve, he exclaimed. Unfortunately, the exact kind of additional support is necessary to make additional resources effective. For reading in particular, a number of studies have demonstrated the effectiveness of large comprehensive changes. Banerjee et al. (2007) studies an Indian remedial education program. The intervention itself causes students’ reading skills to improve, but because the intervention changes the educational environment along multiple dimensions – additional teachers, new pedagogical methods, new curriculum, changes to organization of the classroom, and additional resources – it is impossible to identify which components are necessary. In addition, a Case Study of Reading Instruction in a Philippine Classroom was also conducted by Protacio and Sarroub, (2013) where the reading practices in a public and high-achieving 6th grade English classroom in the Philippines were used as subjects of the study. The study utilized a four resources model, the different roles that students assume in this classroom was also clearly discussed. The students in the class are describe mainly as code breakers and text users and have limited opportunities to assume the other two roles of the four resources model. The study also provides a different view of reading, specifically a view of a culture of reading wherein higher status is given to oral reading performance rather than comprehension. The results of the study further revealed that reading is perceived as an oral performance activity by Filipino students because reading aloud is used frequently to negotiate the lack of resources in Philippine public schools. Comprehension does not matter as much to these students; rather, they are concerned with how they are perceived as oral readers in English, which is their second language. The case study findings provide a different view of reading, specifically a view of a culture of reading wherein higher status is given to oral performance rather than comprehension or fluency. The data also reveals that the predominant emphasis on oral performance satisfies only two roles or family of practices in the â€Å"four resources model of reading†: code breakers and text users. All of the students in the pilot section were not afforded opportunities by the teacher to fully engage with the four resources, as the class focused mostly on oral recitation as the main indicator for reading well. Students in this class infrequently assumed the role of meaning-makers and text analysts (Luke & Freebody, 1999; Underwood, Yoo, & Pearson, 2007). Instead, both students and teacher privileged correct pronunciation and reading correctly aloud—getting the accent right determined who the best students were in the class. Though, Philippine literacy scholars have commented on the emphasis on performance and reading aloud. Maminta (1982) discusses how reading as a subject was relegated to the background as the curriculum emphasized speech improvement with most of the class time being spent on pattern drills, mimicry, and memorization. Even though Maminta’s article focuses on speech improvement as being the emphasis three decades ago, it seems that it still characterizes classroom practice in the Philippines today. In the pilot section, the students themselves seemed to be the ones placing the emphasis on speech improvement. In the literacy field, comprehension is primarily identified as the goal of reading (Duke & Pearson, 2002; Duke, Pearson, Strachan, & Billman, 2011). While many agrees that comprehension is of utmost importance, many still argues that in this classroom context, focusing on students’ fluency did not limit students’ development as  readers, particularly for those who were asked to read aloud. What we do feel strongly about is the importance of providing all students opportunities to assume the role of readers in this classroom by giving all students a chance to read aloud in class. However, we noticed that, sadly, this was not the case. The findings of this study also point to the importance of teachers examining their own perceptions about reading and reading instruction (Edwards, Martin, Protacio, & Razali,2010). Moreover, Reading fluency is the point at which beginning readers rely less on the phonemic decoding to recognize individual words and begin to recognize whole words, allowing for an increase in reading speed and comprehension. Meyer and Felton (1999), for example, define fluency as â€Å"the ability to read connected text rapidly, smoothly, effortlessly, and automatically with little conscious attention to the mechanics of reading, such as decoding. † Also, a study on the Effective Reading Programs for Middle and High School synthesized by Slavin, Cheung, Groff and Lake was published in 2009. This is a collection of many reading programs that systematically reviewed research on the achievement outcomes of four types of approaches to improving the reading of middle and high school students: specifically on the (1 ) reading curricula, (2) mixed-method models (methods that combine large and small-group instruction with computer activities), (3) computer-assisted instruction, and (4) instructional-process programs (methods that focus on providing teachers with extensive professional development to implement specific instructional methods). The collective synthesized study found out that students who enter high school with poor literacy skills face long odds against graduating and going on to postsecondary education or satisfying careers.

A play that was written by Arthur Miller in the 1950s Essay

† The Crucible† is a play that was written by Arthur Miller in the 1950s. The play was originally produced in 1953 at a time where McCarthyism was at its peak. This was a time of American paranoia when Americans believed that the Russians were planning start a war with them. The Americans accused members of the society of been a communist spy for the most trivial reasons. It was a situation of hysteria. This was very similar to the situation in Salem two hundred years earlier. The people of Salem would believe anyone to be a witch even if they had very little or no evidence. Salem was governed by theocracy this meant the church ran the local government, therefore they had orthodox religious beliefs. Arthur Miller compares these two situations to show that we all should learn from past mistakes. The past events in Salem contributed to the situation in 1950s America, this shows Causation. The title reflects the play because a crucible is a container used to expose its contents to very high temperatures, this can cause impurities to rise to the surface, it’s metaphoric meaning is a place of severe test or trial. In the play eighteenth century Salem becomes a Crucible, Judge Danforth creates a situation in which he is trying to force the supposed witches to the surface and purify Salem. Miller uses dramatic techniques to maintain the audiences’ interest the message that Miller conveys is to learn from your mistakes and not to jump to conclusions. Abigail changes the way she acts when interrogated by Hale. Abigail has previously been perceived as a dynamic and powerful individual however when Rev. Hale questions her she comes across as very desperate and paranoid. This is shown when Abigail says, â€Å"I am a good girl, a proper girl†. She attempts to make herself out to be a model Puritan, Parris and Hale are manipulated but the audience knows that Abigail is no telling the truth, this is dramatic irony. The playwright Arthur Miller presents Abigail to be extremely deceptive and two-faced, as he wants the audience to dislike her. This is shown when Abigail notices an opportunity to blame Tituba for the unchristian and unlawful activities that she has committed. For instance Abigail blames Tituba for making her laugh in the middle of prayer and for waking her in the night and Abi finds herself naked. Miller does this to give an insight of the sin Tituba is not given the chance to object or justify Abigail’s accusations. An example of this is â€Å"Mister Reverend, I never. † And Hale interrupts her by saying â€Å"Tituba I want you to wake this child. † Reverend Hale is not interested in Tituba’s defence but her satanic influence. This shows that Hale does not pity Tituba he hears that which he wishes to hear. This reveals that the citizens of Salem will believe what they are told, they follow the majority. When Tituba enters the room Abigail immediately puts the blame on her. This shows that Abigail was under a lot of pressure, so much so that she transferred the blame onto the first person that entered the room. Tituba was not expecting Abigail to blame her. She shows this when the stage directions are â€Å"shocked and angry† Tituba previously considered Abi to be a loyal and honest person. Tituba has misinterpreted Abigail’s character. Miller increases the tension as the audience sympathises with the slave since her English is bad and she is been tricked into admitting something she has not done. When Abigail mentions the word â€Å"blood†, Parris Mrs Putnam and Tituba all repeat it. This reveals that the incident that took place in the forest was not as innocent as was first thought. It shows that in fact it was a lot more sinister. The repetition of this key work creates tension since repetition creates a sense of hysteria. Miller reveals this information to increase the audience’s interest. The characters that repeat the word â€Å"blood† are insecure and gullible.

Reflective Paper Assignment Example | Topics and Well Written Essays - 2000 words

Reflective Paper - Assignment Example Personnel manement also dealt with labor relations. Employees were only treated as machines and were only used to get work done. Towards the end of 1940, people working in organizations realised that their feelings were affected by their working conditions and also effected their productivity. During this time personnel management approach was discarded and human relations approach was adopted. The human relations approach focussed more on the social and psychological factors such as: Working conditions Relationship between the workers and their managers Support and style of leadership of the mangers workers involvement in the decision making process The human relations approach helped to change the attitude of the managers towards the workers, they started treating the workers like human being and not just machines for the production of goods. However with the emergence of HRM people of the organization were recognized as a source of competitive advantage. HRM can therefore be terme d as a system of policies, practices, programmes, philosophies,and decisions that affect the bahavior, performance, attitude of the people of the organization so that they are satisfied, perform and contribute in achieving the objective of the organization. Human Resource Management includes practices like human resource planning, job profiling, job design, job analysis, recruitment, selection, orientation, training and development, compensation, performance management, grievance management and maintaining labor relations. Functions of HRM Figure 1: Multiple Role Of HR Functions (Amos,Ristow,Pearse, & Ristow, 2009, 10) From figure 1 we can say that an effective HR function fulfills multiple roles such as alligning its own strategies with the overall business strategies and assisting the business in organizing itself for the execution of all its strategies. It becomes very apparent from the figure that HRM plays a continuous role both in strategy formulation as well as in the impleme ntation process. The function of HR can be classified in three broad heading (Pravin, 2010,6) These are: 1. Managerial Functions 2. Operative Function 3. Strategic Function The Managerial function of HRM involves planning, organizing, staffing, directing, and controlling. Planning- It is an effective tool for determining the personnel programmes that are neccesary to achieve the organizational goals. Accurate forecasting is the is vital for the success of any plan. Planning involves establishing the goals and objectives that are to be achieved, developing the rules and procedure and determining plans and forecasting techniques. Organizing- After formulation of the plans, the organization of men and materials are done for accomplishment of the plans. Through organizing, a firm establishes its structure or hierarchy and determines the authority, accountability and responsibility of the employees in regards to the job. Organizing involves giving each member specific tasks, establishing divisions and departments, delegating and establishing channels of authority and communication and creating a system to coordinate the works of the members. Staffing- It involves the creation and maintainance of human resources through employment, training and development, benefits and industrial relations measure. It involves

Earth's Dynamic Ocean & Atmosphere Essay Example | Topics and Well Written Essays - 250 words

Earth's Dynamic Ocean & Atmosphere - Essay Example This refers to the deflection of circulating air due to the earth’s rotation (Mathez & Webster, 2004). This deflection causes the air to rotate to the right in the northern hemisphere and to the left in southern hemisphere. 1. During the development of tides, the moon offers a gravitational pull on the earth which causes the ocean to bulge (Mathez & Webster, 2004). The sun also offers gravitational force that causes tides. Inertia causes a centrifugal force that causes the ocean to bulge; hence the ocean bulges twice. 2. Variations in tidal ranges are caused by the distance and direction of the sun and the moon. Spring tides have the greater rangers which occur when the sun and the moon align themselves in a syzygy position (Mathez & Webster, 2004). One of the methods of preventing loss of property by erosion is preservation and imitation of nature whereby plants by the seashores are preserved to prevent erosion. The roots bind the earth together while the branches prevent erosion by rain. Another method is keeping the slopes gentle. This absorbs wave energy; hence prevents erosion by waves. The three cells involved in atmospheric circulation are: Hadley, Polar and Ferrel. Circulation of the Hadley cell results in two pressure belts: high pressure (subtropical ridge) and low pressure (near equatorial trough). The polar cell causes cold dense air at the pole which leads to high pressure and subsidence (Mathez & Webster, 2004). Lastly, the Ferrel cell causes a westerly flow which causes a strong downward vertical

Special Education in General Ed classroom Essay Example | Topics and Well Written Essays - 750 words

Special Education in General Ed classroom - Essay Example If there are any areas of concern, consult with an educator, occupational therapist or low vision specialist to evaluate your pupil's school environment. These evaluations can give essential information about your pupil's areas of strength as well as areas that need support services. Educational materials should be presented against a simple background. Keep the work area uncluttered. If pupil finds light too irritating and glaring, he/she will be allowed to wear a hat and dark glasses to protect him. If the situation permits, she may come inside a room to avoid too much light. 2. Children and youth from culturally diverse groups are often under-represented in programs for students with special gifts and talents. Describe procedures, using the content provided in this course that will minimize this under-representation. Different students with different abilities and personality types learn more with varying techniques. Students low in authoritarianism, low in tendency to dichotomize, low in the need for structure, and high in the ability to tolerate frustrations have been found to learn more when the Socratic questions and answer method is used while children of different reasoning skills learn more with the discovery and expository methods. Researchers found that lo... It is worth watching carefully to find out what the smallest toys are that a child can see and play with. Then try to only play with toys that are the same size or bigger. 2. Children and youth from culturally diverse groups are often under-represented in programs for students with special gifts and talents. Describe procedures, using the content provided in this course that will minimize this under-representation. The teacher who recognizes individual differences among his pupils has an edge over those who do not recognize the same. Recognition of these variations helps the teacher maximize learning. Varying the techniques of instruction Different students with different abilities and personality types learn more with varying techniques. Students low in authoritarianism, low in tendency to dichotomize, low in the need for structure, and high in the ability to tolerate frustrations have been found to learn more when the Socratic questions and answer method is used while children of different reasoning skills learn more with the discovery and expository methods. Selection of instructional materials In choosing instructional materials, the following are some implications of individual differences. 1. "complex" and "simple" materials vary with the levels of anxiety 2. carrying the sequence of instruction 3. "visual" and "oral" methods used with students of different perceptual preferences 4. Difficulty level of instructional materials to fit the personality of learners. Researchers found that low anxious, low achieving subjects learned better when materials were sequenced in an easy-to-difficult manner, while anxious, high achieving subjects did better with materials presented in difficult-to-easy manner. Varying setting of instruction. The setting

M7A2 Assignment Example | Topics and Well Written Essays - 1750 words

M7A2 - Assignment Example For instance, the researcher may influence the results of the study by selecting one group of employees or from his favourite profession for the stress at work research, and in so doing will skew the research findings to this group or profession ignoring the other professions who still face stress at work. In order to avoid this bias the research will employ random selection of the employees sample to be interviewed for my stress at work-places research. Voice The researchers’ voice in qualitative researches is evident mostly in the interview questions of the study and he should be wary of biased or skewed results. Therefore, the researcher should always develop his questions in a neutral manner to avoid their voice hampering the research findings and results as well. In my research, I will hire the services of professionals and my friends to review my interview questions for biasness to eliminate any chance of my voice altering research findings. Conclusion Therefore, researc hers in order to gain credibility of their research they should be wary of their voice and reflexivity influencing research findings. ... In this regard, employees are bound to balance work place demands as well as stresses that originate outside the work place. Today, most of the employees through their unions have considered going to court to fight for the improvement of their working environment, which they claim to be very stressful. According to Ross and Altmaier (2007), there are many bodies that have been formed by the authorities to scale down the stress rendered to the employees at the work place. These are stresses that are brought about by the inattention of the employer to provide a conducive atmosphere for the employees. Similar to any life challenge, stress has become one of the life challenges that need to be contained and controlled; in this case, there are some proposed ways of managing stress at the work place. Employees are advised to consider that they need to take personal responsibility by improving on their emotional and physical well-being. There is also the option of communication skills improv ement with co-workers and the management. Finally, one should avoid certain pitfalls by identifying those knee jerk habits and the attitudes aggravate the level of stress (Stranks, 2005). The researcher seeks to understand the percentage of employees in the work place who have a feeling that they are working in a stressful environment and the source of the stress whether from or outside the work place. Qualitative Methodology: Grounded Theory Method In the research to follow, the qualitative tradition used is the grounded theory, whereby the normal research processes is reversed. Instead of the hypothesis being developed before the actual data is collected, inductive and deductive reasoning is

Different Christian Views Surrounding Euthanasia Essay

Different Christian Views Surrounding Euthanasia - Essay Example Non-voluntary euthanasia occurs when it is performed without the patient’s consent or when someone else gives the consent. Involuntary euthanasia is to put patients to death and involves infants born with defects or the elderly people. The principle behind this sort of death is that ‘they have a life not worthy of life’, which was devised during the Nazi Regime in Germany when the state authorized the killing of the aged, mentally ill, and the handicapped. The definitions of euthanasia vary and this itself leads to controversy. Hemel (2005) quotes the Webster defining euthanasia as "the act or practice of killing or permitting the death of hopelessly sick or injured individuals (as persons or domestic animals) in a relatively painless way for reasons of mercy." The American Heritage College Dictionary, plainly states that euthanasia is "the act culture practice of ending the life of an individual suffering from a terminal illness or an incurable condition." There is no mention of mercy here at all. The definitions of euthanasia has inherent problems. Some religious ethicists believe that passive euthanasia should not be included under the umbrella at all because according to Catholic moral teachings, "unless the actual intent to end a persons life is present, euthanasia has not occurred†. Some other religious groups are of the opinion that the definition of euthanasia should be governed not by the underlying intent but by the en d result of the action. The Christian response to euthanasia is to oppose it. Simply put, it amounts to killing. In legal terms, it is ‘the intentional killing of a patient as part of his or her medical treatment.’ (Cornwall-Kelly). Mercy killing has been debated over by many religious heads and has to be addressed seriously because it is a matter of life and death. Fr. Frank A. Pavone (Priests for Life) is of the firm conviction that suffering

Story Response #3 Assignment Example | Topics and Well Written Essays - 250 words

Story Response #3 - Assignment Example He fell in love with her reasons beyond her schoolwork and the fact that he thought she knew much despite her tender age of thirteen. At first, the story seemed confusing. Why was it that Hannah chose on this boy and not any other in the class? It is not clear that they are close friends in as much as he was willing to bend down rules so as to please Hannah who had caught his attention. It would be best preferred if the central character explain to him what the makeup kit entailed and to whom he was to take to. It was shocking when he later came to realize the Mick guy in the B-building was Hannah’s boyfriend. He realized he is an innocent culprit whom the teachers would not suspect quickly. Next time, if the boy would fall in love with a woman, I find it useful to lay down the intentions first and let the lady decide. These could best come out if only he told Hannah the real feelings, she would not have taken him for a friend been used to do dirty business in the name of a boyfriend who got arrested

M & A Coursework Example | Topics and Well Written Essays - 3000 words

M & A - Coursework Example The combination of two domestic companies is an important business and economic undertaking because in many instances, such will assure the survival of an entity in the face of changing competitive structures or politico-legal mandates pertaining to the industry (Vaara, 2001). Cross-border M&As, on the other hand, gain a special importance because they play a vital role in foreign direct investment (FDI), directly impacting upon the entry of additional equity in the host economy, and providing an additional source of income investment for the home company. Organizations are comprised of persons real and natural, with all their complexities and idiosyncracies. The human element will be a consideration that will permeate all aspects of the post- M&A integration process. For local companies, this means the combination of two organizational cultures into one. ... People, who are normally resistant to change, will naturally seek to enforce their own accustomed cultures, and resist the adoption of the other. Cross-border M&A is specifically defined as â€Å"an activity in which an enterprise from one country buys the whole asset or controlling percentage of an enterprise in another country (Zhu & Huang, 2007). In the process of cross-border mergers and acquisitions, the enterprises involved are prone not only to conflicts between their organizational cultures, but also their national cultures. This makes the problem of cultural integration more difficult, because national cultures are more closely equated with a sense of national pride and patriotism. Moreover, they often have profound religious or ethical implications more deeply ingrained in the psyche of a nation by centuries of social conditioning. The task of cultural integration of cross-border M&As, therefore, becomes double significant in that it seeks to create a new corporate culture out of two sets of organizational and national cultures, by harmonizing the synergistic elements and eliminating the conflicts (Zhu & Huang, 2007). The stages of mergers and acquisitions The merger or acquisition process is not a single event, but a series of stages that must be understood in order to determine the most effective manner by which integration can be carried out. This is because corporate integration is intimately related to the decision-making stage of the acquisition itself, not separate from it, and events and decisions during the intermediary stages influence the manner in which integration shall proceed. Tanure, Cancado, Duarte & Muylder (2009, pp. 138-142) identify four stages of the merger and acquisition process: 1. The motive behind the acquisition or merger This

Collaborative working between primary and secondary care in community Essay

Collaborative working between primary and secondary care in community mental health - Essay Example The National Service Framework acknowledges the growing mental health needs of the adult population in the community and the alarming rise of mental health problems in the population. The commonest problems have been recognised to be anxiety and depression; however, psychotic illnesses such as schizophrenia and manic depression are also not uncommon. Although there had been a service provision for these individuals for specialist mental health care units, unfortunately that did not serve well, and most these patients would be cared by the general practitioner or the primary care team, since most of these patients prefer care by the primary care team. If a specialist care team provides support to these patients while the care continued to be provided by the GPs and the primary team, it was contemplated, given the proportions of referrals to the specialist services, that an integrated care provision involving collaboration between care teams would best serve the purpose. However, it was soon evident that the problem of mental health care was not just specialist or primary treatment alone. It has social service implications since during the psychiatric or medical ca re, these patients needed support in terms of housing, employment, and training. There were problems with medication compliance, immediate crisis management facilities, continuous follow-up and earliest interventions, social support, and dual diagnosis. These problems would need the involvement of specialist community team including social care, but they cannot function effectively without the help from the primary care teams. While this paints the ideal picture, the reality must be different, since reviews still indicate that there are gaps in care provision in the mental health sector. Therefore, only evidence from literature can indicate the areas of the gaps, their reasons, and ways to avoid them so this framework can work most

Conquerors or Jinas Essay Example for Free

Conquerors or Jinas Essay Jainism originated in ancient East India by the birth and ultimate liberation of twenty four conquerors or Jinas. People of the Jain faith believe that Jinas are human beings who become divine by subduing their sensual desires and overcoming karma, which is the accumulation of good and bad deeds. Good deeds allow living beings to be reincarnated into superior forms, while bad deeds force them to accept inferior forms after death (â€Å"Jainism†). The Jains believe that the first Jina or conqueror was a giant living on earth 8. 4 million years ago. The last Jina was Mahavira or The Great Hero, born in 550 BC. Mahavira is known as the founder of Jainism, seeing that he was able to attract a large number of followers to his faith (â€Å"Jain Dharma†). Like Siddharta Buddha, Mahavira had belonged to the warrior caste and â€Å"renounced the world† at the age of thirty (â€Å"History of Jainism†). Also like the Buddha, Mahavira had sought spiritual reality in the solitude of asceticism. Ultimately he had found enlightenment, although it had taken him thirteen long years to get there. He had converted eleven Brahmans to his faith soon after. By the time of his death, he had founded a community of ascetics with fourteen thousand monks and thirty six thousand nuns. Mahavira is further known to have starved himself to death – a practice referred to as salekhana (â€Å"History of Jainism†). According to the Jains, Mahavira is one of the fortunate ones, as he has â€Å"conquered love and hate, pleasure and pain, attachment and aversion, and has thereby freed ‘his’ soul from the karmas obscuring knowledge, perception, truth, and ability (â€Å"Jain Dharma†). † The first and foremost principle of living taught by Jainism is called Ahimsa or non-violence toward all living beings. Thus, the followers of Jainism have never encountered a problem of violence in their history. The only issue that the people of the Jain faith have had to confront is disunity. Two hundred years after the attainment of nirvana on the part of Mahavira, the Jain faith was divided into two sects: the Digambar and the Svetambar. Both sects hold different views or beliefs about a number of issues. For example, Digambar monks of the Jain faith do not wear anything because of their belief that clothes serve as reminders of the world. Svetambar monks, on the other hand, are known to wear seamless clothes that are usually colored white. Moreover, the Digambars are of the opinion that women are unable to attain liberation while they are living as women on earth. Svetambars, on the contrary, believe that women may indeed achieve liberation seeing that one of the Jinas was a woman. Likewise, the Digambars and Svetambars have varied views about the prayers that are traditionally recited by the Jains (â€Å"Jainism†). The Jains do not believe in a creator of the universe. According to them, the world is without beginning or end. Furthermore, there is no single god of the universe (Sivananda). The following is a prayer of the Jains describing their unique concept of divinity, following by a brief introduction of the same: I bow to the Arahants, the perfected human beings, Godmen. I bow to the Siddhas, liberated bodiless souls, God. I bow to the Acharyas, the masters and heads of congregations. I bow to the Upadhyayas, the spiritual teachers. I bow to the spiritual practitioners in the universe, Sadhus. This fivefold obeisance mantra destroys all sins and obstacles, and of all auspicious repetitions, is the first and foremost (Welcome to Jainism. org). Jains believe that all living beings are the same essential soul, but those human beings that perfect or liberate themselves are turned into gods. These souls – part of the single soul of all living beings, albeit separate – are worshipped by the Jains. Furthermore, these souls are the only ones that do not have to deal with karma any longer. They have achieved salvation through enlightenment, abandonment of worldly attachments, and asceticism. By controlling their selfish desires, they have followed their spiritual teachers to the core. For them, Jainism is the only true religion. Additionally, by attaining the divine status, they have become omnipotent and omnipresent (Sivananda). Before becoming gods, the liberated souls were able to achieve death at will. On the other hand are souls that are so attached to life that they do not wish to end their lives on earth. Such souls die nevertheless. Their death is Akama Marana, the death of helplessness, leading the soul to return to earth in an inferior form (â€Å"Death in Jainism†). There are seventeen kinds of deaths in the Jain faith: â€Å"Avici-marana; Avadhimarana; Atyantika-marana; Vasarta-marana; Valana-marana; Antahsalya-marana; Tadhava-marana; Akama marana; Pandita-marana; Balpandita-marana; Chadmastha-marana; Kevali-marana; Vaihayasa-marana; Guddhapristha-marana; Bhaktapratyakhyana-marana; Inginta-marana; and Padopagamana-marana (â€Å"Death in Jainism†). † Unsurprisingly, all of these separate types of deaths lead to a different kind of life after death. Jains are believers in the reincarnation of all living beings. Thus, the soul that dies the Pandita-marana death is said to have left the earth in peace and with satisfaction (â€Å"Death in Jainism†). The best kind of death is, of course, the very last one, that is, the end that leads to ultimate liberation from the process of rebirth (â€Å"Jainism†). Besides Ahimsa or non-violence, which forbids actions that cause verbal, emotional or physical harm to living beings; the principles of human behavior that the Jains must adhere to include the principle of Satya or the command to speak the truth and avoid falsehood; Asteya, or the command not to steal; Brahmacharya, or the principle demanding all Jains to remain monogamous in their sexual relationships; and Aparigraha, which is the principle of detaching oneself from the world by a reduction of worldly desires and abstinence from hoarding of material wealth (â€Å"Jain Dharma†). The Jains do not convert people to their faith. Hence, anybody who is willing to follow the faith of Jainism must believe in these moral principles and follow them without compulsion (â€Å"Jainism†). Jains additionally believe that every living being has the potential to attain ultimate liberation from the cycle of rebirth. The perfect and liberated souls serve as models on the path of attaining liberation. However, all living beings are responsible for their individual good or bad actions (â€Å"Jainism†). In order to attain ultimate salvation, souls must also believe in the triple jewels, that is, â€Å"[r]ight faith, right knowledge and right conduct (Sivananda). † Right faith constitutes belief in the perfect and liberated souls as real gods, the Jaina Sastras (written by spiritual teachers) as the scriptures of the Jain faith, and the saints of Jainism as the real teachers. Right knowledge provides the follower of Jainism with an eye of certainty that sheds all doubts. Right conduct, of course, constitutes the five moral principles that all Jains must adhere to, including Ahimsa, which compels all Jains to live as vegetarians (Sivananda). Lastly, Jains believe in overcoming all biases and prejudices, and gathering the viewpoints of others, despite the fact that the followers of the faith are divided into sects (â€Å"Jainism†). Works Cited â€Å"Death in Jainism. † Answers. 2007. 16 Nov 2007. http://www. answers. com/death%20in%20jainism. â€Å"History of Jainism. † Religion Facts. 2007. 16 Nov 2007. http://www. religionfacts. com/jainism/history. htm. â€Å"Jain Dharma. † Religious Tolerance. 15 Aug 2005. 16 Nov 2007. http://www. religioustolerance. org/jainism. htm. â€Å"Jainism. † Answers. 2007. 16 Nov 2007. http://www. answers. com/topic/jainism. Sivananda, Sri Swami. Jainism. 17 Oct 2004. 16 Nov 2007. http://www. dlshq. org/religions/jainism. htm. Welcome to Jainism. org. 16 Nov 2007. http://www. jainism. org/.

Coca Cola And Its Activities Marketing Essay

Coca Cola And Its Activities Marketing Essay Abstract This report takes the reader through Coca-cola and its activities and how it has been able to maintain sales despite the economic recession. It examines how three aspects of consumer behaviour -motivation, attitude, the buying process have an effect on the sales of Coca-cola within the Europe market and thereby immune to the economic recession. Chapter one gives a background into Coca-colas history and operations both in the national and international market. It also presents an overview of the soft drink industry in Great Britain, concentrating on Coke as an industry leader. It further talks on the economic recession and its effect on Great Britain. Chapter two discusses three consumer behaviour aspects motivation, attitude and the buying process- on how it made the coca-cola industry immune to the economic recession in the Great Britain. The conclusion of this paper ends with a summary that discusses the whole paper and propose recommendations for the brand as a whole. CHAPTER ONE 1.0 Introduction A consumer is a person who spots a need or desire, and then looks for the best way to satisfy his or her need either by purchase or acquisition (Solomon et al, 2010). Consumer behaviour as defined by Solomon et al (2006) is the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs or desires. Customer retention is vital these days and organisations are looking for the best way to please and satisfy the interest of their consumers. According to Fill (2009), the understanding of the buyers behaviour makes marketing strategies and plan come out successful. The Coca-Cola Company is soft drink industry that has been able to build its brand loyalty with its consumers over its years of operation, despite the highly competitive market (Euromonitor, 2010). But this success would not have been realistic without understanding who the consumer is, what the consumer needs and how the consumer behaves. The Econo mic recession was a trying time for companies which led to the closures of some and loss for majority, the soft drink industry is not an exception and Coca- cola which falls under the soft drink industry will be analysed on how effective the management of their consumers was to in ensuring their survival in the recession. 1.1 A brief summary of The Coca- Cola operations The Coca-Cola Company (TCCC) is the largest manufacturer, distributor and marketer of non alcoholic beverage, concentrates and syrups in the world. Coca-cola has a portfolio of more than 3,300 beverages, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages, which are now sold in more than 200 countries in the world. (Coca-cola, 2010). ) Coca- cola first got to Britain in the year 1900, after Charles Candler brought a jug of syrup along on a visit to England. Soon after, in the early 1920s, it went on sale at the London Coliseum and in Selfridges. Since then coca-cola Britain has come up with innovative soft drinks namely: Coca-cola; Diet Coke; Coca-cola zero; Sprite; Sprite zero; Fanta;Fanta Zero; 5 Alive; Schweppes; Schweppes zero; Powerade; Powerade zero; Kia ora; Kia ora(no added sugar); Dr. Pepper; Dr. Pepper zero; Lilt; Lilt Zero; Oasis; Oasis extra light; Glaceau vitamin water and Relentless. (Coca-cola, 2010) With about 4,650 employees, Coca-cola GB claims to have sold 228million cases in 2008. Pic. 1.1 The Coca-Cola Company Great Britain brands Available on this link- http://www.coca-cola.co.uk/brands/ 1.2 An overview of the soft drink industry in Great Britain Mintel (2010) stated that close to one-quarter of companies in the UK soft drinks market is growing at more than 10% per year. Some of the main players in the UK soft drink industry include Coca-cola, Pepsi cola UK, Tropical UK, Nestle UK etc to mention but a few. The British Soft Drinks Associations 2010 UK Soft Drinks Report found that the overall market grew by 1.7% in 2009, with total consumption reaching 14,140 million litres, at a retail value of  £13.224 billion (Mintel, 2010). The British Soft Drinks Assocaition (2010) stated that it was encouraging to see that the soft drinks market was holding up during the economic downturn. According to mintel (2010), for the second year running, Coca-cola topped interbrands best global brands table, placing it above its competitors in the soft drink industry. The coca-cola company has continued to focus on expanding its business through taking tactical places in niche soft drinks producers, by purchasing a stake in UK smoothie producer , Innocent Drinks (Euromonitor, 2010). 1.3 The recession in United Kingdom Recessions occur during the down or contraction phase of the business cycle. The term business cycle refers to the familiar ups and downs of economic activity. (Pearce and Michael 2006). Furthermore, Pearce and Micheal (2006) opined that recessions cause significant declines in resources available to the firm because customers spend less, lenders lend less, and competitive rivalry increases. Initially, the behaviour of consumers changes during recessions. They have less money to spend and cut back personal spending in response to the overall decline in economic activity. Industrial and business customers may become disloyal, demand renegotiated contract terms, and alter purchase patterns. Also by Pride and Ferrell (1995), recession is a stage in the business cycle during which unemployment rises and total buying power declines, stifling both consumers and business peopless propensity to spend. The UK economy was growing faster than the average for the Euro zone throughout most of this decade. However, an abrupt slowdown began in 2008 and the economy entered a recession in the third quarter. According to Euromonitor (2010), real GDP fell by 4.9% in 2009, making this the UKs longest post-war recession. The UK has been harder hit than many countries because of its large financial sector. The fiscal position has deteriorated over the past several years. The deficit was pushed even higher as a result of the bailout of large banks. The number of unemployed also rose by 50% during the recession with 800,000 jobs being lost (Euromonitor, 2010). The recession led to business closures, job losses and a lack of employment opportunities in the UK (Athey, 2009). This first global recession in the new era of globalization, started in the US, spread to Europe, and eventually became global; its the worst economic crisis since the great depression. (Stiglitz, 2009). 1.4 The Coca-Cola Company and the recession TCCCs gross profit margin decreased to 64.2 percent in 2009 from 64.4 percent in 2008, primarily due to foreign currency fluctuations, unfavourable geographic mix as a result of growth in their emerging and developing markets, and current focus to drive greater affordability initiatives across many key markets, unfavourable channel and product mix in certain key markets, and the sale of certain bottling operations in 2008 (Coca-cola, 2010). Even though there was a slight decrease (0.2%) in their profit margin compared to the previous year, TCCC arguably performed well despite the economic downturn. Coca-cola unit case volume is one of the measures of the underlying strength of the Coca-Cola system because it measures trends at the consumer level. In Europe, the sales volume of year ended 2009 versus year ended 2008 shows that the unit case volume in Europe decreased 1 percent, primarily attributable to the ongoing difficult macroeconomic conditions throughout most of Europe. These difficult macroeconomic conditions impacted a number of key markets and contributed to unit case volume declines of 8 percent in South and Eastern Europe, 4 percent in Iberia and 2 percent in Germany. The volume declines in these markets were partially offset by 6 percent unit case volume growth in France and 4 percent growth in Great Britain.(Coca-cola, 2010). Great Britain which is the main focus of this study has shown that the recession did not affect the sales volume. Table below shows the financial data of The Coca-cola Company year ended December. Table 1.1- Financial overview of The Coca-Cola Company Year Ended December 31, 2009 2008 2007 2006 2005 (In millions except per share data) SUMMARY OF OPERATIONS Net operating revenues $ 30,990 $ 31,944 $ 28,857 $ 24,088 $ 23,104 Net income attributable to shareholders 6,824 5,807 5, 981 5, 080 5, 872 GROSS PROFIT 19,902 20,570 18,451 GROSS PROFIT MARGIN 64.2% 64.4% 63.9% PER SHARE DATA Basic net income $ 2.95 $ 2.51 $ 2.59 $ 2.16 $ 2.04 Diluted net income 2.93 2.49 2.57 2.16 2.04 Cash dividends 1.64 1.52 1.36 1.24 1.12 BALANCE SHEET DATA Total assets $ 48,671 $ 40,519 $ 43,269 $ 29,963 $ 29,427 Long-term debt 5,059 2,781 3,277 1,314 1,154 1.5 Scope of Study The interest of this study lies mainly with The Coca-cola Company, focusing on Coca-cola Great Britain as the scope of study. This study also examines the level at which the recession affected the sales in coca-cola and the consumers attitude towards the purchase of coca-cola. 1.6 Definition of terms/operational definitions To avoid ambiguity and distortions in meaning, the following terms are being described. Ltd Limited Unit case-means a unit of measurement equal to 192 U.S. fluid ounces of finished beverage (24 eight-ounce servings); (Coca-cola, 2010) Unit case volume- means the number of unit cases of Company beverage products directly or indirectly sold by the Company to customers. (Coca-cola, 2010) TCCC- The Coca-Cola Company CHAPTER TWO 2.0 Key Consumer Behaviour Aspects According to British Soft Drinks Association, (2010), Consumers are loyal to the drinks they know and trust but remain open to innovative products and brand extensions which meet their ever-evolving needs. The industrys ability to provide the public with a wide range of enjoyable and affordable drinks will ensure it remains resilient despite the tough economic climate. Three key consumer aspects have been carefully selected from Jiang (2010) as explained in the Consumer Behaviour Lectures; The following aspect of the consumer behaviour may have influenced the continuous purchase of coca-cola products despite the economic downturn- the buying process, attitude and motivation. 2.1 The Buying process A buying decision making process is the selection of an option from two or more alternative choices (Jiang, 2010). Coca-colas consumers can be explained in Consumer as a Problem Solver (Habitual Decision Maker). A habitual decision maker makes choices that are characterised by an impulse made with little effort and without conscious control (Solomon et al, 2006). Coca-colas brands are low involvement products and so require little information search. Most decisions made by people who consume coca-cola are with little or no conscious effort. Coca-cola consumers purchase Coke for example based on a habit that has been formed over time. Also the Evaluation of alternatives can be used to explain the brands resistance to the recession, much of the consumers effort that goes into a purchase decision develops at the stage in which a choice must be made from the accessible alternatives (Solomon et al, 2006). In many cases, there are a number of alternatives (such as water, soft drink or alcohol) a consumer could consider in satisfying a biogenic need, i.e. to conquer thirst. A consumer that has formed a habit overtime to purchase Diet Coke for example will always have in mind a diet coke whenever hes thirsty. The choice a consumer makes over other alternatives is determined by the product qualities. Branding can also be an influence on the evaluation of alternatives. In a survey of Global Brands, Inter Brand and Business Week identified the significance for companies to create communities around their products and services, which gives the customers the opportunity to feel as if they own the brand (Solomon et al, 2006). Fill (2009) also supported that as a brand becomes established with a buyer, so the psychological benefits of ownership are preferred to competing offerings, and a form of relationship emerges Coke is not only seen as a drink by its consumers, but seen in the light of its heritage and relationship with them( Payne,2007). Brands also create impressions and strong feelings so much that when people see the coke bottle with its red label, and the content, people suddenly feel thirsty and the need to have a drink (Riesenbeck and Perrey, 2007) According to Mintel, (2010), the Interbrand ranked Coca-cola as the number one global brand in the year 2009 and 2010 respectively. Brands can influence a consumers choice in a decision making process, in a study conducted, 51percent of consumers preferred Pepsi over Coke , while in an open test, only 23percent preferred Pepsi over coke(Jenkinson, 1995). In my opinion, Coca-cola consumers have developed a relationship with the brand, which makes the m to choose coca-colas brands amongst all other alternatives even in a recession. The economic downturn did not affect consumers choices, habits did not change despite the recession; coca-cola consumers did not change their product preferences because a habit has been formed over time. Table 2.1 Buying Decision making process Evaluations After purchase behaviour/feeling Involvement Information search Need recognition Need Purchase Decision Identity Alternatives Source- (Jiang, 2010) 2.2 Attitude Formation and change Attitude is a persons learned predisposition, tendency to respond to an object in a consistently favourable or unfavourable way (Allport, 1935) as cited by (Jiang, 2010). An attitude formed, lasts over a period of time, an attitude towards what a person eats or drink or developing an attitude towards different brands (such as drinking diet Coke rather than drinking diet Pepsi) or also having an attitude towards a general consumption pattern(such as eating twice to eating once in a day) (Solomon et al, 2006). The Utilitarian Function which is related to the basic principles of reward and punishment will be used to explain why TCCC was not entirely affected by recession. Attitudes are formed based on the presumed product qualities (either pleasure or pain) (Solomon et al, 2006). Attitudes influence a consumers decision making and the goal of a marketer is always to create a positive attitude towards a product or change existing attitudes (Fill, 2009). In a recent research conducted by TCCC to evaluate consumers attitudes towards its brands, it revealed that coca-cola is the brand most associated with happiness (Coca-cola, 2010). The result of the survey revealed that over a half of the people that participated in the research said its the taste that makes them smile others said sharing a bottle of coca-cola with family and friends can provide an opportunity to spend time together (Coca-cola, 2010). Coca-cola consumers have developed an attitude overtime, so the recession would not change their product preference but might just alter their consumption pattern (such as reducing the intake of one three bottles per day to two bottles per day). The theme of the TCCC also stresses straight forward benefits (Coca-cola.Open Happiness). Attitudes towards coca-cola could also be formed by the yearly coca-cola adverts, as supported by Pearce and Micheal (2006) aggressive marketing campaigns may be more effective during recessions, as competitors feeling the pinch might attempt to forestall losses by reducing their advertising. During the recession, TCCC, engaged in massive paid advertising to reinforce their brands in the minds of the consumers. Also towards the end of each year, coca-cola does an advert, using the Christmas theme to convey its message to its viewers. The viewers feelings about the context in which an advertisement appears can also influence brand attitudes (Solomon et al, 2006). Liking this Christmas themed adverts would naturally link us to Attitude Formation (three hierarchies of effects), Affect, Behaviour and Beliefs. Affect (like the brand), behaviour (buy the brand), belief (feel satisfied with the brand) or belief (create awareness of the brand), behaviour (buy the brand), affect (like the bra nd) or belief (create awareness of the brand), affect (like the brand), behaviour (buy the brand). Attitude formed over time influences a consumers purchase behaviour, in spite of the recession, it can be argued that the attitude of the coca-colas consumers did not change, and there was a continual process in consumers purchase pattern. Coca-cola was not so affected by the recession because of the consumers attitudes towards their products Table 2.2 Three Hierarchies of Effects Attitudes based on cognitive information processing Affect Attitudes based on behavioural learning processes Behaviour Behaviour Behaviour Beliefs vvv Beliefs vvv Beliefs vvv Attitudes based on hedonic consumption Affect Affect Source- (Jiang, 2010) 2.3 Motivation Motivation is the driving force within individuals that impels them to action, this driving force is produced by a state of tension which exists as the result of an unfilled need (Jaing 2010). Every action is done for a reason. Motivation refers to the process that cause people to behave as they do, motivation occurs when a need (Utilitarian-consumers practical benefits or Hedonic-consumers emotional benefits) is aroused that the consumers wishes to satisfy. The desired end- state is the consumers goal. The degree of arousal is called a drive (Solomon et al, 2006). The purpose of purchasing a drink would be to satisfy a biogenic need, i.e. to conquer thirst. For a consumer to now choose a diet coke because hes thirsty is called psychogenic. Coca-cola motivates its consumers through its themed message (Open Happiness), and this can be explained in the hedonic needs (Consumers emotional benefits) The survey TCCC conducted for their consumers shows that the taste of coca-cola makes them happy. What motivates a consumer might be different compared to the other consumer. A regular coke consumer willing to reduce his sugar consumption will be happy to switch to coke zero which has no sugar and less calories. Also viewing it from the Consumer involvement angle, TCCC also motivates its consumers by connecting with millions of them every day through their brands Facebook pages, Twitter and influential blogs, creating a dialogue that allows TCCC to build their brand assets and strengthen their consumer relationships. Solomon, (2006) defines involvement as a persons perceived relevance of the object based on his/her inherent needs, values, and interests. Through this Fans page on facebook, consumers can access their advertisements, Coca-Cola applications and downloads, and get live updates from the Company. Also TCCC involves their consumers through the Coca-Cola Freestyle, this makes the consumers beverage innovators by giving them choices and variety to make more than 1 00 different branded beverages at the touch of a button, this provides fun, and a relationship that connects the company with its consumers. (Coca-cola, 2010). The recession did not really affect TCCCs sales because of the motivation TCCC tries to create and the relationship they have been able to build with their consumers. CONCLUSION 3.1 Conclusion Understanding consumers behaviour is key for a successful company; marketers need to deepen their research on their consumers because the consumers are becoming aware of the important role they play in their consumption pattern. Competitors are always also looking for tactics to grow and influence new consumers, and any organisation that does not meet up with consumers expectations would be losing a consumer. Companies should look for ways to retain their current customers and also focus on getting new ones attracting new customers should be a priority in a recession (Pearce and Michael 2006). Organisations should actively engage their customers more than before. INTRODUCTION There has been an ongoing concern about the impact of economic impact on the environment,(Peattie, 1995). Nations are getting aware of the need to save the planet, and make it conducive for both humans and the animals. In the year 2000, the beginning of a new century, the nations came together to form the Millennium Development Goals and conducted a millennium Ecosystem Assessment (A four year research project to access the health of the natural environment, the impact of human development on natural systems and their ability to support life and provide ecosystem services) (Belz and Peattie, 2009). In 2005, the results of the United Nations Millennium Ecosystem Assessment was released, this revealed that 60% of world ecosystem services have been degraded and species extinctions are running at between 100 and 1000 times the natural background rate, it was also revealed that they were losses in the diversity of life on earth but gains in human well-being and economic growth and the burning of Fossil fuels to provide much of the energy that drove our economies was the release of carbon dioxide (CO2) into the atmosphere. Changes in our climate will have a profound impact on the distribution and availability of water supplies and food productions supplies and immense loss of species. (Belz and Peattie, 2009). To save the planet, conscious efforts have to be made, and so industries, business, consumers and nations have realized that if we do not save the world, then one day the planet will not be able to save us. Using the Triple bottom Line approach, discuss what is sustainability marketing and why should marketers be concerned with CSR and sustainability issues? Before going into sustainability marketing we need to define marketing, marketing consists of individuals and organisations on activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods and services and ideas (Pride and Ferrell, 1993). Sustainability marketing as defined by Belz and Peattie (2009) refers to planning, organising, implementing and controlling marketing resources and programmes to satisfy consumers wants and needs, while considering social and environment criterion and meeting corporate objectives This definition is very broad because it has covered the Triple Bottom line People (consumers), Planet (Environment) and Profit (Corporate objectives). In straightforward terms, Sustainability Marketing has been defined by Belz and Peattie (2009) as the building and sustainable relationships with consumers, the social environment and the natural environment. The Triple Bottom line (3PL) is a very important approach when discussing sustainability a positive 3PL reflects an increase in the companys value, including both its profitability and shareholder value and its social, human and environmental capital (Savitz and Weber 2006), they consists of Environmental Performance which is the planet and the way which we give and receive from the planet; Social performance, which is the people that constitutes the planet and consume different products and services, also emphasizes on satisfying different stakeholders, Being connected and responsive to shareholders, suppliers, communities and customers is the foundation of sustainability (Henrique and Richardson, 2004) and the; Economic performance or organisational goals which is the profit and the main aim of setting up an organisation (Leonidou, 2010). People A sustainability marketers aim is to meet the needs and wants of a sustainable consumer. Belz and Peattie (2009) supported this by saying consumers purchasing behaviour will determine the success or failure of new products and services that are marketed on the basis of their sustainability performance. Understanding the behaviour and buying process is also relevant for the sustainable marketer. The process which includes the recognition of need and want e.g. biological needs like food and drink to information search i.e. checking for information about the products, maybe its sustainable or not, to evaluation of alternatives i.e. a choice between two retailers to purchase i.e. buying of the product to the usage of the product (for a sustainable product, the use phase will generate more environmental impacts than non sustainable products) and finally post use which is the recycling, reselling or reproducing strategies, all used to reduce waste to land fill. (Belz and Peattie, 2009). Segmenting and understanding the consumers is really important for a sustainable marketer. They must understand the consumer they are sending the message to, according to the segments as identified by Belz and Peattie (2009), they are the Greens-this are the true greens, they understand and well educated about the sustainability issues and they consume green products. Consumers with a conscience-they want to be seen as green Wastage focused-they have good knowledge of pollution and wastage but lack awareness of other issues and behaviours and believe to be ethical currently constrained-they like to be sustainable but cant do much in their current circumstances, Basic contributors-they have relatively little knowledge of interest in environment issues and behaviours, Long term restricted- they have other priorities to consider before they can consider their environmental issues Disinterested-they may be aware of the sustainability issues, but they cannot be bothered as this has not affected current decision making processes. The segmentation allows a marketer to strategise a message to its different target so as to achieve its organisational goals. Profit The economic performance of a company is determined by the products and services offered to its consumers and how it has been accepted. The main of a company is to make profit, but the production process and post -post production process determines how sustainable a product/ organisation is. Belz and Peattie, (2009) further said that The underlying values of sustainability marketing should reflect the visions, missions, philosophies or principles of the company. Savitz and Weber (2006) identified 3 ways sustainability enhances your business (I) protecting the business-This includes risk of harm to the consumers, employees and the community, identifying emerging risks and management failures early. (II)Running the business-eco-efficiency, this includes reducing costs, improving productivity, eliminating needless waste and obtaining access to capital at a reduced cost, (III) growing the business-opening new markets and attracting consumers who are sustainable and increasing market shar e. Planet Environmental performance is the planet we occupy, and also the source of renewable (air, water, food) and non renewable resources (stone, metals, fossil fuel etc) (Belz and Peattie, 2009). Organisations are now more concerned with the use of critical substances and energy consumption, production processes, packaging and recycling of products to reduce the negative impacts the economy has had on the planet, solutions were implemented in the production process to reduce pollution and Co2 emissions. Corporate social responsibility has defined by European commission in (Belz and Peattie, 2009) is a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with stakeholders on a voluntary basis. In contrast to the definition above the World Business Council for sustainable Development separated the corporate social responsibility, corporate financial responsibility and corporate environment responsibility and put them under one umbrella which is Corporate Responsibility (Belz and Peattie, 2009). CSR is now gaining momentum in different organisations and the need to showcase and publish their environmental and social acts is rising. Consumers are equally aware of these activities and tend to build their loyalty with socially responsible organisations. Marketers now should be concerned with CSR and sustainability issues, because the world is moving and every consumer now is informed about the environment and how they need to be sustainable to save the planet. Harnes (1982) as cited in Peattie (1995) further explained that the successful company is the one which is the first to identify emerging consumer needs and to offer product improvements which satisfy those needs; the successful marketer spots a new trend early and then leads it. Marketers must key into this new trend which can be identified as CSR and sustainability, being socially and environmentally responsible is very important and marketers must continue to emphasize this in their organisation to the top management. Sustainability and CSR should be involved in an organisations values and goals; it should not be seen as a tactic to manipulate consumers sustainability concern to just make profit (Peattie, 1995). Critics of Sustainability Savitz and Weber (2006) have identified critics of sustainability from two camps (The cynics and the sceptics). The cynics concluded that the Sustainability movement as mere hype The cynics would always want the government to take responsibility in the environment rather than depending on the corporations to change themselves. They also argue that the corporations deliberately improved their environmental performance mainly for financial purposes. The sceptics condemn the concept of sustainable business on the grounds that business leaders have no concern with environment or social responsibility, their goal is to make profit, and if their aim is not moved from that, the world will be better off. From the criticism, no one can say whether the critics are right or not, even though todays efforts towards sustainability seems to be inadequate, that doesnt mean it should be stopped, sustainability has to work. The industries might be aiming at profit, its a step by step approach and no contribution is too small, if all industries are genuinely sustainable, the world will be a better place. Analyse the factors that contributed to the marketing success of FIJI water? Fiji Waters (FW) expansion into US market was based on the successful marketing mix campaign to penetrate the market. At the time, it made its entry into the US mar