Cold Pasteurization can Change the World :: science

The preservation of provender is essential to maintain life and growth. Its cursory intakes nourish our bodies, providing enzymes, in turn giving us energy. The ability of matter exerts radiation in its domain by means of energy in selected intellectual nourishments. such rationale debates whether a development of technology creates an utile way to reduce the incidence of foodborne diseases, while treating a variety of potentiality problems in our food supply. An effective method of research in food irradiation illustrates substantial evidence in its safety, nutritional adequacy, and social-economic global effects. Irradiation is capable of improving the safety and graphic symbol of many foods. It is the transit that emits high-energy rays passing through food products, virtually killing all harmful bacteria and parasites in or on the food (OCA, 1998). Yet, the food remains stinging and undergoes only minor chemical changes. Foods are treated with ionizing radiation to accom plish many different goals, one being the delivery of raw meats and sprouts. There is no guarantee that raw ground beef or sprouts will be free of certain harmful bacteria. These foods provide a friendly environment for bacterial growth, whereas, the production process does not include a step to reduce these bacteria, such as cooking or pasteurization. For these foods, irradiation provides a bacteria-killing step. However, one association disagrees the issue and claims that irradiation only covers up problems that the meat and poultry industry should solve, increasing the fecal contamination that results from speeded up slaughter and reduced federal inspection. Irradiation is a magic bullet that will enable the company to say that the product was clean when it left the packing plant (OCA, 2001). The claim, more rather, lacks the aboriginal source in evidence, for even the best sanitation and standard antibacterial treatments cannot ensure safety in foods. In addition, irradiation c annot occur properly if the food is too heavily contaminated, preventing industries from using this practice as a substitution for good sanitation practices. Irradiation is not harmful in producing resistant strains of bacteria, nor does it manufacture food radioactive. It simply reduces the amounts of bacteria in foods that may become potential illnesses in humans. Accordingly, food irradiation advocates 40 years of research showing the process to be safe, however, evidence for this assertion is missing. An article in the Nations Restaurant News states that detractors of irradiation paint the process as a potential health risk that has not been studied sufficiently (Liddle, 2001, p 60, 3p, 4c).

Art Classes in Schools: To be, or not to be? Essay -- Education

Most people would agree that music and art programs in civilizes have a huge impact on students not only academically, but in just about every aspect of their lives. Studies have shown that students who ar involved in music and art programs have an overall higher IQ and show signs of many other academic benefits. Participating in much(prenominal) programs also allow students the opportunity to express themselves artistically and show the world their perhaps otherwise hidden potential. We all know how fun it can be to show the world your unexpected abilities, and what better way to show those off than the place where we spend most of our day-to-day lives? Unfortunately, even with all these obvious benefits, when the school budget is short, the first things to go are the art programs. Because of this, opportunities become more limited. Creative expression is cut short. Higher potential for success in mathematics and science shrinks. Enjoyable, informative, and influential elective c lasses disappear. Art programs really are not the best choice when deciding which classes to cut in order to have nice money for those extra textbooks or new desks.Time and time again, the issue has been tested and has proven that benefits are very real and art programs are generally effective. The University of Michigan exalts music and art programs and portrays them as essential classes (Murphy). The university considers art programs to be ways to develop imagination, which helps build an understanding of the real world. It sees the connections between arts, math, and science twain require imagination and aesthetic judgment and call on discipline in the acquisition and application of skills, along with intellectual strictness in the chase of both formal and conce... ...p.Davidson, Benjamin. National Arts Education Public Awareness Campaign Survey. July 2001. PDF.Murphy, Shannon. Music and the Arts Education.. University of Michigan, 2000. Web. 5 may 2012. .Paris, K. Summary of Goals 2000 Educate the States Act. Summary of Goals 2000 Educate America Act. North Central Regional Educational Laboratory, 1994. Web. 06 May 2012. .Smith, Fran. Why Arts Education is Crucial, and Whos Doing it Best.. The George Lucas Educational Foundation, 28 Jan 2009. Web. 5 May 2012. .Tsioulcas, Anastasia. Kinshasa Symphony An Ode To Musical Joy In Central Africa. Deceptive Cadence from NPR Classical. NPR, Washington DC, 07 Mar. 2012. Radio.

paradigms :: essays research papers

     The truth does not miscellanea according to our ability to stomach it. "acategories.asp?Author=Flannery+O%27Connor+%281925%2D1964%29"If the accompaniments dont fit the theory, change the facts. "acategories.asp?Author=Albert+Einstein+%281879%2D1955%29"     everyone since teh beginning fo time has had their own views and standards for the way that everything around them should be. these views ar seemingly set in stone and unchangeable. thither are many examples in the past of terrible consequences for expressing views other than the norm at the time. more recently this apprehension to change was described by doubting Thomas Kuhn in his book, The Structure of Scientific Revoulutions.     Kuhns book was focused on the scientific world. He said that normal science means research intemperately based upon one or more past scientific achievments, achievments thatsome particular scientific community aacknow ledges for a time as supplying the foundation for its but practice (Kuhn 10). These achievments needed to be unprecedented and open-ended so as to attract a group away from competing ideas and to leave all sorts of problems for this group to resolve. these achievments are called prototypes. a paradigm is defined by Kuhn as an accepted canon of scientific practice, including laws, theory, applications, and instrumentation, that provides a model for a particular coherent tradition of scientific research (Trigger 5).     When results arise that cannot be explained through the current paradigm, a new paradigm may begin to form. the new paradigm originates with new theories that are proposed as a result of the anomalies that were found. to be accepted as a paradigm, a theory must seem better than its competitors, but it need not, and in fact never does, explain all the facts with which it can be confronted (Kuhn 17-18). when the new paradigm is finally accepted, a p aradigm-shift occurs. the paradigm shift represents Kuhns scientific revolution. erst the paradigm-shift is completed normal science returns under the new paradigm until new set of unexplainable facts arise.     paradigms benefactor scientific communities to bind their discipline in that they help the scientist to do several things. they help to create avenues fo inquiry, formulate questions, select methods with which to examine questions and define areas fo relevance. Kuhn writes In the absence fo a paradigm or some candidate for paradigm, all the facts that could possibly pertain to the development of a given science are likely to seem equally pertinent (Kuhn 15). what he was trying to show was that there must be a way to limit the direction of ones research based on what is considered to be known from the past.

La violence scolaire - French Essay :: Papers

La force play scolaire - French Essay La furiousness scolaire est un problme en France depuis longtemps mais pendant la dernire decade, le nombre de cases de violence ait augment considrablement. Il y avait eu six computer programmes contre la violence mis en smear pendant ce decade mais les faits na cess daugmenter. Pendant dix ans, la petit dliquance de mineurs a augment de 79% et la dernire anne, 81.362 cases de violence scolaire dans coles ont t rapport. Il y a beaucoup de raisons pour la violence qui a devenu si ordinaire dans les coles franaises. Toujours il y aura des petit disputes entre lves mais il y a aussi des plus grandes facteurs. Beaucoup des lves viennent de quartiers trs pauvres et vivent des situations dramatiques, par exemple leur parents sont au chmage, ils habitant dans des taudis ou ils subissent le racisme (la nombre de cases de violence racisme a particulirement augment pendant la dernire decade, de pair avec laugmentation de nombre dimmigrs qui entrer en France). Ils nentrevoient aucune perpective davenir donc ils ne comprennent pas pourquoi ils doivent aller au college et ils commencent a le detester. Bien sr, e nest pas seulement les lves de situations maux qui sont violentes au collge, mais les coles avec les nombres plus hauts de cases de violence sont les coles qui situs dans les quarties pauvres. L, les lves issus de milieux populaires sy retrouvent en masse. Lcole reproduit donc les ingalites sociales et cela provoque leur haine et violence quils montrent au collge. Aussi, ces dernires annes, laugmentation de la violence scolaire est alle de pair avec la diminution des moyens parcel outs lenseignement. Il y a seulement une simple corrlation. Laugmentation du nombre dlves par classe, limpossibilit dencore donner une aide individualise auz lves en difficult ne peuvent quaccentuer les checs et tre ainsi des gnrateurs indirects de violence. Bien quil y et beaucoup de plans pour arrter la violence scolaire, aucune plan a eu un grand effet.

Film Analysis of King Kong Produced by Merian C. Cooper Essay examples

Film Analysis of poof Kong Produced by Merian C. Cooper A classic adventure-fantasy pick out in the earlier talking films is King Kong (1933). King Kong was conceived by conductor/producer Merian C. Cooper. Cooper tells the story of an attractive blonde woman and a frightening gigantic ape-monster who are immersed in a Beauty and the Beast type tale. A major section of the film is the struggle on Skull Island between the filmmakers, the islanders, and the other resident of the island. The other resident universe a mutant creature who must also fight civilization when it is brought to New York City for display. From the beginning of the movie, its screenplay by James Creelman and Ruth Rose foretells the access terror. The film included many revolutionary technical innovations for its time, and some of the best stop-action animation ever sequences and special effects (by Willis OBrien) ever captured. King Kong was a film with many wonderful sound and cinematic tec hniques. The filmed contained a dramatic musical score, which helped set the mood of the film. The sound effects were also unusual for films of its time. The director used different animals sounds to create Kongs voice. The narrative of the story was one that was of interest of movie goes. In King Kong the story unfolds more or less directly in front of you so there is not a lot of confusion. To me the film is a montage not mise-en-scene. The story is told in a straightforward manner that doesnt s...

Film Analysis of King Kong Produced by Merian C. Cooper Essay examples

Film Analysis of business leader Kong Produced by Merian C. Cooper A classic adventure-fantasy buck in the earlier talking films is King Kong (1933). King Kong was conceived by director/producer Merian C. Cooper. Cooper tells the story of an attractive blonde woman and a frightening gigantic ape-monster who are immersed in a apricot and the Beast type tale. A major section of the film is the struggle on Skull Island between the filmmakers, the islanders, and the other resident of the island. The other resident being a mutant creature who must also fight civilization when it is brought to New York City for display. From the beginning of the movie, its screenplay by James Creelman and Ruth Rose foretells the coming terror. The film included many revolutionary technical innovations for its time, and some of the best stop-action animation ever sequences and special effects (by Willis OBrien) ever captured. King Kong was a film with many wonderful sound and cinematic techniques. The filmed contained a dramatic musical score, which helped set the mood of the film. The sound effects were also unusual for films of its time. The director apply different animals sounds to create Kongs voice. The narrative of the story was one that was of interest of movie goes. In King Kong the story unfolds pretty today in front of you so there is not a lot of confusion. To me the film is a montage not mise-en-scene. The story is told in a honest manner that doesnt s...

Important similarities and differences between Judaism and Christianity

Judaism and Christianity be both mo nonheistic religions with a common root in that they sh ar in descent from the patriarch Abraham. Christianity after all was founded by Jews, and even when it first had Gentile converts for a while they followed Jewish practices, such as care the food law of natures, until beams vision a t the home of Cornelius ( Acts 10) They are linked by the search for the Saviour or Messiah foretold in the scriptures that both share e. g, Isaiah 35 and k presentlyn by Christians in the New Testament. Goldberg and Rayner begin their book The Jewish People -The history of the Jewish people begins with Abraham, the history of the Jewish religion begins with Moses. Jews take their name from the quaternary tidings of Jacob by his wife Leah. They would have in times past called themselves Israelites. The name Jew comes from the Romans who referred to Idumea, an area south of Israel. The fundamental difference of opinion is that Christians entrust that Messiah came in de experiencery boy of Nazareth puff up-nigh 2000 or so years ago, while Jews, unless they claim to be Messianic Jews, a growing mathematical group, are still waiting. An early(a) massive difference is that one is born a Jew.As extensive as your mother was Jewish you are Jewish, whether or not you are in any way religious, whether or not you keep the laws of Judaism and even whether or not you believe in God. Descent is through women, because then, if a foreigner impregnated a Jewish woman, whether by live with or by rape, the child would still be part of the people of God. This applies even when the women of a family have married non Jews for several generations and worship as members of some other reliance. It is the religion of a race and it is very difficult for anyone to become a Jew in any other way than to be born to it.Christianity on the other hand is a religion open to anyone, but though one can be born into a Christian family and dedicated or christened currently after birth, as a young person or adult each person must decide for themselves to follow Jesus as Saviour. Christians believe in one God, but refer to God as Trinity, three in one, Father, Son and Holy Spirit. Jews prefer to think of God as one. stock-still in the Old Testament there are references to God as Father ( Psalm 68 v 5 A Father of the fatherless. is God) and as Spirit, ( Numbers 11 v 17) and also to his sending of a Saviour.( Isaiah 42)Like Christianity Judaism has over the years divided into various groupings, orthodox, liberal and so on, but bonnie as all Christians of whatever denomination relate back to Jesus Christ, so all Jews relate back to the patriarchs. By the time of Christ though Judaism had become a very different religion as far as its every day practice so a lot so the author Ninian Smart in The Worlds Religions differentiates them into the religion of the Israelites and Judaism. ( pages 202-203). This was a gradual evolution rather than a s udden change.When the Israelites were but a few in number they worshipped together. When they made their Exodus and spent 40 years in the wilderness they worshipped together in the tabernacle Change began at the time of the Exile, when the bulk of Jews were separated from temple worship, and synagogues developed. After C. E. 70 when the Romans destroyed the Jerusalem temple and Jews fled from Israel to become part of the Diaspora, non sacrificial synagogue worship became the only when type available. The period of temple worship is still looked back to as when at Passover each family makes the pledge Next Year in Jerusalem.These hale changes also meant that home worship as a family became more important. Judaism is essentially the religion of the group. Judaism has its scholars and mystics, but never took up the solitary or single call down contemplative life, such as that of Julian of Norwich or groups such as the Franciscans, that began in Christianity in the second century w ith the desert fathers and continues to some extent to the break day. The position of women in both religions has been problematic and is divided upon denominational lines.In the Chambers Dictionary of Religions and Beliefs, page 271, Rosemary Goring tells us about this in some detail. She explains how Reformed Judaism has tried to redress its traditional exclusion of women from worship as in the introduction of a coming of age ceremony for girls as well as for boys. The first woman became a rabbi in the Reformed tradition in the1970s. Even Conservative Judaism took the same step in 1985, but in Orthodox synagogues women are still separated from men in worship and they are only obliged to keep the negative laws i. e.thou shalt not commit adultery, and not the positive ones at certain times. The claim is that this is a matter of difference rather than a matter of inferiority.The same claim would be made by certain Christians. There have always been women in leadership roles within t he church, but, despite verses such as Galatians 328, There is no difference amid Jews and Gentiles, between slaves and free men between men and women, for you are all one in union with Christ Jesus. actual ordination has been a long time coming and in certain denominations has either not arrived or again been minimal in its effect.Judaism is a quite legalistic religion. There are rules that stretch out every area of life, and Orthodox Jews in particular are meticulous in keeping such rules. Christianity on the other hand, although it too has rules, these are more concerned with morals than with such minutiae as the kind of knot that can be used on the Sabbath. Galatians 2 v 16 perhaps sums up the different attitudes to legalism. We know that a person is put right with God only through faith in Jesus Christ, never by doing what the law requires.These are of course the words of St Paul, who in his earlier life had been most legalistic -a Hebrew of the Hebrews as he describes himse lf in Philippians, As far as keeping the Jewish law is concerned I was a Pharisee ( Philippians 3 v 5). Jews consider themselves the chosen people of God. Christians consider themselves to have become, because of their faith in the deliverer Christ Jesus , also children of God At one time you were not Gods people Peter tells new converts, but now you are his people at one time you did not know Gods mercy, but now you have received his mercy. ( 1 Peter 2 v 10)With regard to the after life there are a range of public opinions. Christians believe that Christ has covered their sins and they will ultimately live for ever with God in heaven. Large parts of the New Testament are concerned with teaching on the subject as in I Thessalonians 4. The after life is rarely mentioned in Jewish scriptures. It concentrates more on ones actions than ones beliefs. Both Torah and Talmud concentrate on doing ones duty to God in this life. The web site Jewish beliefs on the afterlife says -Succeeding a t this brings reward, failing at it brings punishment. Whether rewards and punishments continue after death, or whether anything at all happens after death, is not as important. Despite this there is some teaching on the subject.. Moed Katan is cited on the same page . This world is only like a hotel. The world to come is like a home. In the early history of the people death is likened to a reunion with family. (Genesis 49 v 29) Jacob tells his sons I am going to join my family in death.It was important to him that he be buried close to those who had preceded him as is obvious in the careful instruction manual that follow. This contrasts with the fate of the wicked who are expound as being cut off from their people. (see Exodus 31 v 14). There is still a belief among the most Orthodox of Jews in a sort of half life after death in a place called Sheol, a world described in Isaiah 14 v 9 and 10. This was expressed to me by a lady who said As long as someone is alive who remembers m e I shall be alive. Both religions have naturally adjusted to changing situations over time.For instance on page 111 of The Jewish People Goldberg and Rayner describe how Jewish law was adjusted to conditions in such places as Cairo and Istanbul. It began as the religion of a nomadic people, but became the religion of a minority group living among people who practiced other faiths. This, and the persecution they suffered, led to such things as the Jewish ghettos of mediaeval times, in part forced on them by the majority population, and in part by the natural inclination of people to live near those like themselves.Christianity became the state religion of the Roman Empire in the fourth century under the emperor Constantine. In the intervening years since its inception the church grew rapidly in fulfillment of the parable of the mustard seed record in Matthew ( 13 v 31 and 32). William Frend describes in The Christian World how its organization had developed into something that rival ed the state itself with its various officials in each area, so more than so that Diocletian and his court in 302 tried to face up to the significant decision as to whether Christ or the traditional gods of Rome should be considered as the guardians of that city.A Roman mosaic from 5th century Rome, shown in the Christian World , (page 39) would depict Christ emperor. Becoming a state religion had both advantages, the vindication of Christians and their practices, and problems such as state interference in matters that might be considered as purely church matters. For example Henry 1st of England intervened so much in church life that he wanted to be the one to give authority to the archbishop Anselm, rather than this coming from Rome. Christianity is a missionary faith.Christians have traveled to all parts of the world taking the good news with them and seeking to bring other people to join them in faith in Christ. Judaism sees no need for this. Judaism follows the commandment f ound in Exodus 20 v 4 about the forbidding of making images. This is taken to mean images of God. A red-brick synagogue will perhaps have stained glass windows depicting important t stories from the scriptures the giving of the law to Moses for instance or the crossing of the exsanguine Sea, but because they also accept the words of Genesis 1 v 26 in which God says that he created men in his image, there are no depictions of people.This injunction does not seem to apply to photographs. Christians, believing that they are not bound by Old Testament laws frequently celebrate their faith in pictures, including images of Christ and symbolic pictures of God as Father and Spirit. Conclusion These two faiths have both parallels and common roots as well as shared scriptures and monotheism. There are also major differences in belief and emphasis and the way that religion affects daily life. In both there are sincere believers as well as those of less than total commitment.

Night World : Daughters of Darkness Chapter 6

Whydidnt we precisely kill her? Kestrel asked. rowan and Jade looked at each other. T here were few things they agreed on, but 1 of them was by whole odds Kestrel.. First of altogether, we agreed not to do that here. Wedont use our powers-And we dont feed onhumans. Or kill them, Kestrel finished the chant. But you already employ yourpowers tonight you called Jade.I had to let her k directly what story Id just toldab sur lay out Aunt Opal. Actually, I should live plannedforthis earlier. I should have realized that people are going to get laid and ask where Aunt Opal is.Shes the exactly one whos asking. If we killed her-We cant just go killing people in our new home,Rowan state tightly. Besides, she said she had familywaiting for her. be we going to kill all of them?Kestrel shrugged.We arenotgoing to start a blood feud, Rowan said even more tightly.But what intimately influencing her? Jade said. Shewas school term with Tiggy in her fortify, kissing thevelvety portentous to p of the kittens head. Making her forget shes suspicious-or making her think she sawAunt Opal?That would be fine-if it were just her, Rowansaid patiently. But its not. ar we going to influenceeveryone who comes to the house? What to the highest degreepeople who call on the phone? What aboutteachers?You two are supposed to start school in a couple of weeks.may chanceing well just have to miss that, Kestrel said without regret.Rowan was shaking her head. We need a permanent solution. We need to find some reasonable rendering for why Aunt Opal is gone.We need to move Aunt Opal, Kestrel said flatly.We need to get rid of her.No, no. We might have to produce the body,Rowan said.Looking likethat?They began to argue about it. Jade rested her chin on Tiggys head and stared out the multipaned kitchenwindow. She was thinking about Mark Carter, who had such a olympian heart. It gave her a pleasantlyforbidden thrill just to picture him. Back home there werent some(prenominal) humans wanderi ng around free. Shecould never have been tempted to break NightWorld law and fall in love with one. But here yes, Jadecould almost imagine falling in love with Mark Carter. plainly as if she were a human girl.She shivered deliriously. But just as she was tryingto picture what human girls did when they were inlove, Tiggy gave a sudden heave. He twisted out of her arms and hit the kitchen floor running. The fur onhis back was up.Jade looked at the window again.She couldnt see anything. But she felt She turned to her sisters. Something was out there in the garden tonight, she said. And Icouldnt smellit.Rowan and Kestrel were still arguing. They didnt hear her.Mary-Lynnette opened her look and sneezed. Shed overslept. Sun was shining around the edges of herdark blue curtains.Get up and get to work, she told herself. But instead she lay rubbing sleep out of her eyes and tryingtowake up. She was a night person, not a morningperson.The room was outsize and painted twilight blue. Mary-L ynnette had stuck the glow-in-the-dark starsandplanets to the ceiling herself. Taped onto the dresser mirror was a bumper sticker saying I BRAKEFORASTEROIDS.On the walls were a giant relief map of the moon, a poster from the Sky-Gazers Almanac,and photographic prints of the Pleiades,theHorsehead Nebula, and the total eclipse of 1995.It was Mary-Lynnettes retreat, the place to go when people didnt understand. She always felt safeinthenight.She yawned and staggered to the bathroom, grabbing a pair of jeans and a T-shirt on the way. She was brushwood her hair as she walked down the stairs when she comprehend voices from the living room.-252Claudines voice and a male voice. not Mark weekdays he usually went to his friend Benshouse.A stranger.Mary-Lynnette peeked by the kitchen. Therewas a guy sitting on the living room couch. She couldsee only the back of his head, which was ash blond. Mary-Lynnette shrugged and started to open therefrigerator, when she heard her own name.Mary-Lynnet te is very full(a) friends with her, Claudine was saying in her quick, lightly accentedvoice. I remember a few years ago she helped her fix up a goat shed.Theyre public lecture about Mrs. B.Why does she keep goats? I think she told Mary-Lynnette it would help since she couldnt get out thatmuch anymore.How strange, the guy said. He had a lazy, careless-sounding voice. I wonder what she meantbythat.Mary-Lynnette, who was at once peering intently through the kitchen while keeping absolutely still,sawClaudine give one of her slight, charming shrugs.I suppose she meant the milk-every day she has fresh milk now. She doesnt have to go to thestore. But I dont know. Youll have to ask her yourself. She laughed.-252Not going to be easy, Mary-Lynnette thought. Now, why would some strange guy be here askingquestions about Mrs. B.?Of course. He had to be police or something. FBI.But his voice made her wonder. He sounded tooyoung to be either, unless he was planning to infiltrate Dewitt High as a narc. Mary-Lynnette edged outlying(prenominal)therinto the kitchen, getting a better view.There-she could see him in the mirror.Disappointment coursed through her.Definitely not old enough to be FBI. And much asMary-Lynnette wanted him to be a keen-eyed, quickwitted, hard-driving detective, he wasnt. He was only the handsomest boy shed ever seen in her life.He was lanky and elegant, with long legs stretched out in front of him, ankles cut through under the coffeetable. He looked like a big amiable cat. He had deancut features, slightly tilted wicked eyes, and adisarming lazy grin.Not just lazy, Mary-Lynnette decided. Fatuous. Bland. Maybe even stupid. She wasnt impressed bygood looks unless they were the thin, brown, and interesting kind, like-well, like Jeremy Lovett forinstance. Gorgeous guys-guys who looked like bigash-blond cats-didnt have any reason to develop theirminds. They were self-centered and vain. With IQs barely high enough to keep a seat warm.And this guy looked as if he couldnt get awake orserious to save his life.I dont care what hes here for. Ithink Ill go upstairs.it was then that the guy on the couch lifted onehand, wiggling the fingers in the air. He half-turned. Notfar enough actually to look at Mary-Lynnette,but far enough to make it dear he was talking tosomebody behind him. She could now see his profilein the mirror. Hi, there.Mary-Lynnette, is that you? Claudine called.Yes. Mary-Lynnette opened the refrigerator doorand made banging noises. Just getting somesuccus. Then Im going out.Her heard was beating hard-with embarrassmentand annoyance. Okay, so he must have seen her in themirror. He probably thought she was staring at him because of the way he looked. He probably hadpeople staring at him everywhere he went. So what, big deal, go away.Dont go yet, Claudine called. Come out here and talk for a few minutes.No. Mary-Lynnette knew it was a childish and stupid reaction, but she couldnt help it. She banged abottle of apricot juice against a bottle of Calistoga sparkling water.Come meet Mrs. Burdocks nephew, Claudine called.Mary-Lynnette went still.She stood in the cold air of the refrigerator, lookingsightlessly at the temperature dial in the back. Thenshe put the bottle of apricot juice down. She twisted a Coke out of a six-pack without seeing it.What nephew? I dont remember hearing about any nephew.But then, shed never heard much about Mrs. B.s nieces either, not until they were coming out. Mrs. B.just didnt talk about her familymuch.So hes her nephew. . . thats why hes askingabout her. But does he know? Ishe in on it with those girls?Or is he after them? Or .. .Thoroughly confused, she walked into the living room.Mary-Lynnette, this is ash. Hes here to visit withhis aunt and his sisters, Claudine said. Ash,this isMary-Lynnette. The one whos such good friends with your aunt.Ash gotup, all in one lovely, lazy motion. Just like a cat, including the stretch in the middle. Hi.He offered a hand. Mary-Lynnette t ouched it withfingers damp and cold from the Coke can, glanced upat his face, and said Hi.Except that it didnt happen that way.If happened like this Mary-Lynnette had her eyeson the carpet as she came in, which gave her a goodview of his Nike tennis shoes and the ripped kneesof his jeans. When he stood up she looked at hisT-shirt, which had an obscure design-a black floweron a white background. Probably the emblem ofsome rock group. And then when his hand entered her field of vision, she reached for it automatically,muttering a greeting and looking up at his face justas she touched it. And This was the part that was hardto describe.Contact.Somethinghappened.Hey, dont I know you?She didnt. That was the thing. She didnt know him-but she felt that she should. She also felt as ifsomebody had reached inside her and touched herspine with a live electric wire. It was extremely notenjoyable. The room turned vaguely criticise. Her throat swelled and she could feel her heart beating there.Al so not-enjoyable. But someways when you put it alltogether, it made a kind of trembly dizziness like Like what she felt when she looked at the Lagoon Nebula. Or imagined galaxies gathered into dustersand superclusters, bigger and bigger, until size confounded any meaning and she felt herself falling.She was falling now. She couldnt see anything except his eyes. And those eyes were strange, prismlike,changing color like a star seen throughheavy atmosphere. Now blue, now gold, now violet.Oh, take this away. Please, I dont want it.Its so good to see a new face around here, isntit? Were very boring out here by ourselves,Claudine said, in completely normal and slightly flustered tones. Mary-Lynnette was snapped out of hertrance, and she reacted as if Ash had just offered her a mongoose instead of his hand. She jumpedbackward,looking anywhere but at him. She had the tinge of being saved from falling down a mineshaft.O-kay, Claudine _ said in her cute accent.Hmm. She was twisting a stran d of curly dark hair,something she only did when she was extremely ner vous. Maybe you guys know each other already?There was a silence.I should say something, Mary-Lynnette thoughtdazedly, staring at the fieldstone fireplace. Im actingcrazy and wound Claudine.But what just happened here?Doesnt matter. Worry later. She swallowed, plastered a smile on her face, and said, So, how long areyou here for?Her mistake was that then she looked at him. Andit all happened again. Not sort of as vividly as before,maybe because she wasnt touching him. But the electric shock feeling was the same.Andhelooked like a cat whos had a shock. Bristling. Unhappy. Astonished. Well, at least he wasawake,Mary-Lynnette thought. He and Mary-Lynnettestared at each other while the room spun andturned pink.Whoare you? Mary-Lynnette said, abandoning any vestige of politeness.Who areyou? he said, in just about exactly the same tone.They both glared.Claudine was making little clicking noises with her tongue and cl earing away the tomato juice. MaryLynnette felt distantly sorry for her, but couldntspare her any attention. Mary-Lynnettes wholeconsciousness was focused on the guy in front of her on fighting him, on blocking him out. On getting ridof this fantastic feeling that she was one of two puzzle pieces that had just been snapped together.Now, look, she said tensely, at the precise moment that he began brusquely, Look-They both stopped and glared again. Then Mary-Lynnette managed to tear her eyes away. Somethingwas tugging at her mind .Ash, she said, getting hold of it.Ash. Mrs. Burdockdid say something about you about alittleboy named Ash. I didnt know she was talking abouther nephew.Great-nephew, Ash said, his voice not quite steady. What did she say?She said that you were a bad little boy, and that you were probably going to grow up evenworse.Well, she had thatright, Ash said, and his ex pression softened a bit-as if he were on morefamiliar ground.Mary-Lynnettes heart was slowing. She found thatif she concentrated, she could make the strange feelings recede. It helped if she looked away from Ash.Deep breath, she told herself. And another. Okay,now lets get things straight. Let go of what just happened forget all that think about it later. Whats important now?What was important nowwas that 1) This guy was the brother of those girls 2) He might be in on some(prenominal) had happened to Mrs. B. and, 3) If he wasntin on it, he might be able to help with someinforma tion. Such as whether his aunt had left a will, and if so, who got the family jewels.She glanced at Ash from the side of her eye. He definitely looked calmer. Hackles going down. Chestlifting more slowly. They were both switching gear.So Rowan and Kestrel and Jade are your sisters, she said, with all the polite nonchalance shecould muster. They seem nice.I didnt know you knew them, Claudine said,and Mary-Lynnette realized her stepmother washovering in the doorway, petite shoulder against thedoorjamb, arms crossed, dishtowel in hand. I toldhim you hadnt met them.Mark and I went over there yesterday, MaryLynnette said. And when she said it, somethingflashed in Ashs facesomething there and gone before she could really analyze it. But it made her feelasifshe were standing on the edge of a cliff in a cold wind.Why? What could be wrong with mentioning shed met the girls?You and Mark . . .and Mark would be-yourbrother?Thats right, Claudine said from the doorway.Any other brothers or sisters?Mary-Lynnette blinked. What, youre taking a census?Ash did a bad imitation of his former lazy smile. I just like to keep track of my sisters friends.Why?To see if you enjoy or something?Actually, yes. He did the smile again, with moresuccess. Were an old-fashioned family. Veryold-fashioned.Mary-Lynnettes jaw dropped. Then, all at once,she felt happy. Now she didnt need to think aboutmurders or pink rooms or what this guy knew. All she needed to think about was what she was goingtodo to him.So youre an old-fashioned family, she said, moving a step forward.Ash nodded.And youre in charge, Mary-Lynnette said.Well, out here. Back home, my father is.And youre just going to tell your sisters which friends they can have. Maybe you get to decideyour aunts friends, too?Actually, I was just discussing that.He waved a hand toward Claudine.Yes, you were, Mary-Lynnette realized. She took another step toward Ash, who was still smiling.Oh, no, Claudine said. She flapped her dishtowelonce. Dont smile.I like a girl with spirit, Ash offered, as if hedworked hard on finding the most exceptionable thingpossible to say. Then, with a sort of determined bravado, he winked, reached out, and chuckedMary-Lynnette under the chin.Fzzz Sparks. Mary-Lynnette sprang back. So didAsh, looking at his own hand as if it had betrayedhim.Mary-Lynnette had an inexplicable caprice to knock Ash flat and fall down on top of him. Shed neverfelt that for any boy before.She ignored the impulse and kicked him in the shin.He yelped and hopped backward. Once again the sleepy smugness was gone from his face. He lookedalarmed.I think youd better go away now, Mary-Lynnette said pleasantly. She was amazed at herself.Shed never been the cherry-red type. Maybe there werethings hidden deep inside her that shed neversuspected.Claudine was gasping and shaking her head. Ashwas still hopping, but not going anywhere. MaryLynnette advanced on him again. Even though he was half a head taller, he backed up. He stared at herin something like wonder.Hey. Hey, look, you know, you really dont knowwhat youre doing, he said. If you knewAndMary-Lynnette saw it again-something in his face that made him suddenly look not fatuous oramiable at all. Like the glitter of a knife blade in the light. Something that saiddanger .Oh, go bother someone else, Mary-Lynnette said. She drew back her foot for another kick.He opened his mouth, then shut it. Still holding his shin, he looked at Claudine and managed a hurt andmiserable flirtat ious smile.Thanks so much for all your-GoHe lost the smile. Thats what Im doingl He limped to the front door. She followed him.What do they call you, at least? he asked from the front yard, as if hed finally found thecomebackhed been looking for. Mary? Marylin? Mlin?M.L.?They call me Mary-Lynnette, Mary-Lynnette said flatly, and added under her breath, That dospeak of me. Shed read The Taming of the Shrew in honors English last year.Oh, yeah? How about Mlin the cursed? He was still backing away.Mary-Lynnette was startled. So maybe his class hadread it, too. But he didnt look refreshing enough toquote Shakespeare.Have fun with your sisters, she said, and shutthe door. Then she leaned against it, trying to getherbreath. Her fingers and face were prickly-numb, as if she were going to faint.If those girls had only murderedhim, Id understand, she thought. But theyre all sostrange-theressomething seriously uncanny about that whole family.Weird in a way that scared her. If shed believe d in premonitions, shed have been even more scared.She had a bad feeling-a feeling that things weregoing to happen.Claudine was staring at her from the living room.Very fabulous, she said. Youve just kicked a guest. Now, what was that all about?Hewouldnt leave.You know what I mean. Do you two know eachother?Mary-Lynnette just shrugged vaguely. The dizziness was passing, but her mind was swimming withquestions.Claudine looked at her intently, then shook herhead. I remember my little brother-when he wasfouryears old he used to push a girl flat on her face in the sandbox. He did it to show he liked her.Mary-Lynnette ignored this. Claude-what wasAshherefor? What did you talk about? close nothing, Claudine said, exasperated Justordinary conversation. Since you hate him somuch,what difference does it make? Then, as Mary Lynnette kept looking at her, she sighed. He wasvery interested in weird facts about life in the country. All the local stories.Mary-Lynnette snorted. Did you tell him abo ut Sasquatch?I told him about Vic and Todd.Mary-Lynnette froze. Youre jolting Why?Because thats the kind of thing he asked aboutPeople lost in time-?Losing time.,?Whatever. We were just having a nice conversation. He was a nice boy. Finis. Mary-Lynnettes heart was beating fast.She was right. She was sure of it now. Todd andVicwereconnected to whatever had happened with the sisters and Mrs. B. But what was the fraternity? Im going to go and find out, she thought.

Mcdonald’s 4ps

Company and mathematical result Background McDonalds is one of the best known shops worldwide. McDonalds first made its way to Malaysia in celestial latitude 1980 when McDonalds Corporation of USA issued the exclusive license to GOLDEN ARCHES RESTAURANTS SDN BHD or commonly known as McDonalds Malaysia to operate McDonalds restaurants in Malaysia. The entry of McDonalds into Malaysia is by mean of a Joint Venture agreement with Golden Arches Restaurants Sdn Bhd. McDonalds Corporation of USA holds 49% equity. The remaining equity is held by local partners 26% is held by Tan Sri Vincent Tan and 25% by Mohamed Shah Bin Tan Sri Abdul Kadir.At the helm of Golden Arches Restaurants Sdn Bhd is Mohamed Shah Bin Tan Sri Abdul Kadir, the Managing Director / Joint Venture Partner. He took oer the reins from Tan Sri Vincent Tan in 1987. Malaysian got their first taste of McDonalds when McDonalds Malaysia opened its first restaurant at Jalan Bukit Bintang, Kuala Lumpur on 29 April 1982. This restaurant is still in operation today and has undergone quad renovations to maintain and handle with the ever-changing trends. To date, Golden Arches Restaurants Sdn Bhd operates 194 restaurants located nationwide including Sabah, Sarawak, and Brunei.McDonalds Malaysia is currently expanding at an annual rate of approximately 10 to 20 restaurants. McDonalds has created many job opportunities in Malaysia. McDonalds Malaysia employs more than 8,000 local people with 120 fend staff at its headquarters managing the day-to-day trading operations of the McDonalds business. thither is overly a regional office in Penang and Johor Bahru. McDonalds business cropu tot completelyy(prenominal)y began in 1940, with a restaurant opened by siblings Dick and mac McDonald in San Bernardino, California.Their introduction of the Speedee Service System in 1948 established the principles of the modern unfaltering- aliment restaurant. The present corporation dates its founding to the opening o f a franchised restaurant by re Kroc, in Des Plaines, Illinois on April 15, 1955, the ninth McDonalds restaurant overall. Kroc later purchased the McDonald brothers equity in the political party and led its worldwide expansion. McDonalds grew into the largest restaurant organisation in the world. Today, at that place atomic number 18 more than 30,000 McDonalds restaurants serving 47 million clients distributively day in over 100 countries.Ray Kroc died in 1984 but his legacy is very much alive. With the supremacyful expansion of McDonalds into many international markets, the friendship has become a symbol of globalization and the spread of the Ameri net way of life. Product Product is anything that tramp be offered to a market for attention, acquisition, utilise or consumption that might satisfy a want or need. Product allows de mortal aspects such(prenominal)(prenominal) as variety, quality, chassis, give births, brand name, packaging and improvements. These harvest ing attributes can be manipulated depending on what the target market wants.McDonalds predominantly sells hamburgers, various types of chicken sandwiches and products cut fries, soft drinks, breakfast items, and desserts. Each country implements the total McDonalds menu hamburger, cheeseburger, chicken nuggets, and french fries. McDonalds has intentionally kept its product depth and product width limited. McDonalds studied the behaviour of the Malaysian customer and provided a totally different menu as comp bed to its International offering. Being a Muslim-majority country, all McDonalds in Malaysia atomic number 18 certified Halal.Thus, pork products are not offered in McDonalds Malaysia to satisfy Halal certification requirements. McDonalds continuously innovates its products according to the changing preferences and tastes of its customers. The recent example is the introduction of the Grilled Chicken Burger (GCB) and Prosperity Burger. Food quality is the key at McDonalds. Th is means that McDonalds take pride in the foods to serve for customers. McDonalds seeks out fresh lettuce and tomatoes, quality buns and potatoes, pure ground beef, select poultry, fish and wholesome dairy product.The potatoes are specially snowy and processed so that maximum nutrients are retained. Besides, upon arrival at the plant in Malaysia, the fish blocks are stored in a temperature-controlled environment to maintain their freshness. saucily shredded lettuce, slivered onions and pickles are used in all burgers. Thus, McDonalds has implemented rigorous food safety standards and established high food safety standards. So, there is nutrition instruction provided on web site for consumers and the aims of this information as regards quality product and menu selection.In the 21st century, McDonalds have continued to design and introduce new products and indeed new part menus, such as breakfast. The reasons that McDonalds might have in introducing these products to satisfied their consumers needs and company strategies. The design of paper bag used by McDonalds is made from grease resistant grass paper and pulp paper. The grease paper lines the interior, which allows for a grease less and environmentally friendly breakfast, lunch and dinner of McDonalds sets. Next, McDonalds is one of the or so popular fast food restaurants whether domestic or abroad.The feature of McDonalds is McDonalds thrives on the shape fast food and offers a full menu 24 hours a day in some locations. For breakfast, the menu is fill with items like the Egg McMuffin, Sausage McMuffin with Egg, Egg McMuffin, Hotcakes, Hotcakes with Sausage and so on. For lunch, the menu is filled with McValue Lunch which offers from every Monday to Friday from 12 midday to 3 pm. McDonalds uses packaging to tick off their food is fresh, hot, convenient and safe. The vast majority of McDonalds is enjoyed without the use of cutlery.Yet when menu items do require cutlery, McDonalds will provide plastic c utlery to customers. The cups that are used for McDonalds beverages are made from paper and have a coating to meet quality and food safety standards. This aim is to make sure that as much of McDonald packaging as attainable is made from renewable resources. All McDonald bags, tray liners and cup carriers are made from 100 percent recycled paper. Packaging for hot foods such as Hamburgers, French Fries, Chicken McNuggets and Apple Pies, is made from 72 percent recycled paper.The pull throughy packaging used for all buns, muffins, milkshake and sundae mix are re glowering to suppliers for reuse. This avoids the use of significant amounts of cardboard. All McDonalds packaging carries an anti-littering symbol to actively encourage their customers to dispose of their litter responsibly. By replacing McDonalds plastic salad containers with a paper card base they have reduced by nearly 69 tones the amount of plastic. McDonalds provides service with convenience, cleanliness, delicious foo d and friendly service to their customers.With lax Wi-Fi, customers can access the Internet at no charge for customers who dine in McDonalds. Thus, customers whitethorn enjoy foods but as well searching information on internet. Besides, McDonalds provides excessively an indoor and outdoor birthday party for those who wish to have a fun celebration on their birthday. Most of the McDonalds restaurant provides 24 hours McDelivery service to satisfied customer needs. In addition, when several companies market a similar product, it is important that the brand name to be clear seen on the packaging and easily recognizable.McDonald has been drift effort into making their brand name, logo, and packaging different style compared to their competitor. Therefore, McDonald menu item are different compared to Burger exponents, because McDonald have their specific Menu which provide McValue Lunch, Happy Meal, breakfast and so on. Such tactics are usually easy to recognize, and even if a cust omer is fooled once, it isnt likely to happen a second epoch. Promotion A promotional material mix is any form of communication a business or organization uses to inform, persuade, or remind people about its products.Promotion mix consists of advertising, direct trade, sales promotion, personal selling, and public relations. Using these tools, McDonalds looks to localise its market communication theory strategy as it needs to consider the enormous range of cultural and other differences that it would be faced with in each country. It would be naive to bring down the various local markets and the factors which may affect the performance of its product in them. It also needs to analyse consumers attitudes towards its product, usage patterns and ethnic, moral and religious considerations in that environment.Although the purposeion is to promote McDonalds as a global image, McDonalds focuses on the needs of the communities they are entering. In a communication context, the maxim brand globally, push locally is the McDonalds promotional strategy. There are three main objectives of advertising for McDonalds are to make people aware of an item, feel positivistic about it and remember it. The right message has to be communicated to the right audience by with(predicate) the right media. McDonalds advertising is conducted on television, radio, in cinema, online, using measure sites and in press.Television advertisement for the new Prosperity Burger for example explained the new choices and attempted to generate excitement for the product in conjunction with Chinese New Year. This may be supported by in store promotions to get people to try the product and a collectable promotional device to encourage them to keep buying the item. In press for example business magazines, television word reports, and newspaper articles provided free media coverage of the product launch and it became a significant news story.The media gave McDonalds franchise owners and corpo rate executives an opportunity to explain the reasoning behind the menu addition and to reassure their customers that McDonalds was still in the hamburger business. In September 2003, McDonalds introduced Im lovin it as its first global advertising theme. Besides that, the advertisement capture the fun, youthful spirit and high energy that is the essence of the McDonalds brand as well as the ba-da-ba-ba-ba audio trademark that has become recognized around the world. McDonalds also ties in with sponsors. McDonalds sponsors a vast set off of sports.Like example, during the summer 2008 Olympic Games in Beijing, McDonalds was a cooperate sponsors. McDonalds outlets offer its customers with various forms of incentives to buy its products. Using McDonalds discount voucher or coupons that one can acquire after spending a particular amount over a s take in of fixed time, customers can enjoy the benefits of free repasts or free add-ons. Additionally, they provide meal vouchers and excitin g offers in their print ads, which the customer must cut and bring along when purchase it. Sales promotion efforts in McDonalds involved free samples, launch parties, and store banners.Today, McDonalds patrons can enjoy close to 30% savings for selected products from its McValue Meal line-up between noon and 3pm everyday at almost all McDonalds restaurants nationwide. In conjunction of the month of Ramadan, McDonalds extended the time of McValue Lunch, normally is 12p. m-3p. m to 6p. m-9p. m. Extended period is to consider for the Muslims who fast during Ramadan and let them to have their dinner to break the days fast. The McDonald name the extend McValue Lunch called McValue Buka Puasa. Public Relations are also an important part of the McDonalds merchandising strategy.The restaurant employees play a huge role in interacting with the public. On a day-to-day basis the employees commit themselves to customers and the customers feelings toward the brand. McDonalds feels that onwards they communicate with their customers they need to be aware of what their competitors are communicating, so they can create a beneficial difference between themselves and the competitors. McDonalds main melodic theme of campaign is to connect with consumer all around the world. Some of the most famous marketing campaigns of McDonalds are You deserve a break today, Food, common people and Fun, Im Lovin It and so on.McDonalds concentrates to help seek solutions for the problems facing children and families today. In Malaysia, the cornerstone of McDonalds community relations programme is the Ronald McDonald habitation Charities Malaysia (RMHC Malaysia). It was established as a non-profit organization with the mission to create, find, and support programs that direct improve the health and well being of Malaysian Children through health, education, and wel off the beaten track(predicate)e. McDonalds Malaysia supports all administration and management costs, thus enabling RMHC Malaysi a to use 100% of all donations received to assist Malaysian children in need.RMHC Malaysia Coin Boxes are placed in every McDonalds Malaysia restaurants to help raise funds for the organization. Every member of McDonalds Malaysia is also involved in many local events in support of RMHC Malaysia. Price The customers perception of jimmy is an important determinant of the price charged. Customers draw their own mental picture of what a product is worth. A product is more than a bodily item, it also has psychological connotations for the customer. Price is the only marketing mix variable that can be altered quickly.Price variables such as dealer price, retail price, discounts, allowances, and credit terms influence the development of marketing strategy, as price is a major factor that influences the assessment of survey obtained by customer. McDonalds strategy is to offer quality food quickly to customers at a good value. The price structure for McDonalds over old age has supported this message. The company strives to differentiate itself from other fast food restaurants by offering a variety of menu items that appeal to a variety of people from those who entirely want great hamburgers, to those who just want a quick healthy meal.McDonalds has a unique pricing strategy that falls exclusively on their many product lines. Their Value Meals fall into the category of Product Line Pricing, where there is a range of product or services the pricing reflect the benefits of parts of the range. For example, you can order a Double Cheeseburger Value meal that comes with a medium drink and fries for around RM9. 50. You can Upsize this meal to get a large drink and large fries for a little more money or you can go with another value meal that might include different items for different price.The value pricing approach is used where external factors such as recession or change magnitude opposition force companies to provide value products and services to retain sales. T he most notable and recent example of this is McDonalds McValue Meal. The McValue Meal was created because McDonalds recognized that the saving was in a decline and that their competition was getting fiercer. The McValue Meal satisfies the current decreasing economy and has increased the pressure towards competitors. The introduction to the McValue Meal is by far the most economical product line that McDonald has ever offered.You can get a number of products off of their menu for a few ringgits. It is efficient and practical. geographical pricing is evident where there are variations in price in different parts of the world, country or state. For example rarity value, or where transportation system costs increase price. In McDonalds Malaysia, the price differs in East Malaysia, Langkawi, Genting Highland, KLIA, and LCC Terminal. If a market is close to perfect, in other words there is a lot of competition, this means that the participants are price takers and have no influence ov er the price.In the case of McDonalds, if they raise their price above the market price so the consumer will simply take their business elsewhere as they can get the same product cheaper. Therefore McDonalds could concentrate their marketing on distinguishing their product from their competitors to make the consumer think that their competitors product is not as good. Alternatively they could reduce their price and compete that way instead. However sometimes price can act as a market indicator, that is if McDonalds burgers are cheaper than other burgers people might think they are poor quality and still buy from the competition. This branding means that the market is not perfect). So McDonalds would still need to aim their marketing at convincing the consumer that their product is good quality. McDonalds is one of the first and most riddle after in the fast food business and millions around the globe, especially the food lovers are passionate about it. McDonalds offers discounts t o its regular shoppers as a promotional strategy and along with that it is more cost-effective than dining at restaurants with waiters. Thus it helps in saving money which many consumers are concerned about when all the want is to fill up their appetite.People can cut down their expenses because of the discounts offered. This is the reason for its growing popularity. Purchasers prefer burgers, fries and drinks when it comes with a better price discount availed through coupons. Discounts make the demand go higher and in buying more they save even more. McDonalds coupons are sometimes given completely free. One can get them easily at any McDonalds eatery without any money. The staff is informed about the discounts and can certainly give all the necessary details. Staffs are measuredly placed at shopping malls to give out these coupons, to areas where most people pass through.Online websites are launched to provide the McDonalds chits, letting one print the coupons out. Some use the i nternet and it is seen that many people are fond of these McDonald coupon websites. Loads of websites post their printable chits offering discount on food products at McDonalds and also inform about the coupons and lists regularly. The most important reason for McDonalds pricing flexibility is its well-established supply chain arrangement, which chequers efficiency and speed in distribution. Besides, huge increases in volume sales and food processing technology have been helping the company to offset its cost.Place In the marketing mix of McDonalds, the place is not just about the physical location or distribution points for products. It encompasses the management of a range of processes involved in bringing products to the end consumer. Place mix includes physical distribution, storage, inventory management, and channel selection. McDonalds is currently has over 33, 000 restaurant in 123 countries across the world. According to McDonalds Malaysia website, there are 194 McDonalds r estaurants located nationwide. McDonalds focuses on store placement and is always looking for the best locations.This strategy created some weaknesses because it seemed that too many stores were put in some areas, cannibalizing sales from the other McDonalds. The company has also made convenience a focus, not only through how fast it serves customers, but also in the location of its outlets. Most McDonalds restaurants are small spaces, especially behind the counter in the food preparation area. These areas are designed for efficiency where the equipment is placed together to cut down on wasted movement and energy. The place mainly consists of the distribution channels.It is important so that the product is available to the customer at the right place, at the right time and in the right quantity. There is a certain degree of fun and happiness that a customer feels each time he dines in McDonalds. There are certain value propositions that McDonalds offers to its customers based on the ir needs. McDonalds offers hygienic environment, good ambience and great service. Now McDonalds have also started giving internet facilities at their centre and they have been playing music through radio instead of the normal music.There are certain dedicated areas for children where they can play while their parents can have some quality time together. In addition to its tradition rivals such as Burger King, KFC and Pizza Hut, the firm encounters new challenges. Burger King competes using a back to basics approach of quickly serving up burgers for time-pressed consumers. On the higher end, the KFC has become potent competitor in the quick service field, taking away customers from McDonaldss. Perhaps in the new environment, fast, convenient service is no longer enough to distinguish the irm. At this time, a new critical success factor may be emerging the need to create a rich and satisfying experience for consumers. This brings us to service and experience based competition which M cDonalds can use for competitive advantage against Burger King. Keeping in mind the demographics of the area, with urban professional class getting bigger and bigger, McDonalds also capture to adapt by offering more elegant looks in its layout design, offering special seating and Wi-Fi access to tech-savvy consumers who eat in the outlet.It is for this overall Food, Fun kinfolk experience that customers pay a premium over the other competitors. McDonalds stress importance to meet customers foreboding especially in term of time of delivery. In order to ensure fast delivery is through Drive Thru concept where customers can place order by driving through the counter with their car. This can save time from parking and waiting long queue for those who just want to take away the food. Customers expectation is to able to get what they needs right on time at any place in convenience way and McDonalds is morphing from just a fast food restaurant to value service provider.It is getting it self closer to the customers base so it can serve them better. For example fast order of magnitude system like McDelivery will not only increase McDonalds business opportunities to those who are reluctant to travel to its physical outlet but also will delight the customers with the fast response. This is the efforts by McDonalds to serve the hunger and needs of consumers anywhere, anytime whether it is rain or shine and day or night. In Malaysia, McDonalds started 24 hours concept in 2006 with 72 selected outlets or drive thru station that operate on 24 hours basis.Logistics is the integration of the activities that procure materials, transform them into intermediate goods and final products through manufacturing and assembly, and deliver them to customers. For a firm as large as McDonalds logistics is an area where proper planning results in increased efficiency. Purchasing is the most costly bodily function in most firms. Purchasing provides a major opportunity for management to reduce costs and increase contribution margins. Because the cost and quality of goods sold is directly related to the cost and quality of goods purchased, McDonalds must examine a number of strategies for effective purchasing.Because of the perishable nature of food, a system of just-in-time ordering and delivery is most effective for the company. For such a system to work, solid ties must be forged with a lot of suppliers. Ordering huge quantities of beef, chicken, and vegetables and expecting them to arrive at the shortest possible time requires coordination with capable suppliers. The company stands to gain the most with improvements in production the actual preparation of food. Raw agricultural materials arriving at its commissary must be turned into buns, hamburger patties, french fries and McNuggets with minimal waste.It must then carry over this practice of efficiency into its outlets. Conclusion Marketing mix is the combination of four elements, called the four Ps (Product , Price, Promotion, and Place), that every company has the option of adding, subtracting, or modifying in order to create a desired marketing strategy. McDonalds marketing mix is strategic because of the diverse approaches that are used. First, in identifying the four Ps of marketing, McDonalds is very careful in making decisions that affect each area or how each area affects the other.McDonalds is concerned about how the firm will fulfil the needs and wants of its customers and in the activities associated with maintain the relationships with its stakeholders. McDonalds stakeholders include customers, franchisees, suppliers, employees, and the local communities surrounding them. McDonalds has shown care for customers through the decisions to add more healthful foods to the menus, by changing how products are packaged or how foods are prepared, and by philanthropic contributions and sponsorships.Local adaptation, no doubt, has contributed to McDonalds business growth in Malaysia. Th e restaurant has developed competitive advantages in the industry of serving quality fast food as low as cost. In addition to these decisions, the development of the Golden Arches or Ronald McDonald has provided consumers with memorable icons that are associated with quality, service, and value. McDonalds faces some difficult challenges in contemptible away from the fast food king to a more conscious provider for customers who care about what they at. The keys to its future success will be maintaining its core strengths, an unwavering focus on quality and consistency while carefully experimenting with new options. The companys environment efforts, while important, should not overshadow its marketing initiatives. Though there are many opportunities for this fast food giant, McDonalds must keep the strategic nature of its marketing efforts to stay on top and provide what customers want. McDonalds uses market research information to build a marketing strategy.All parts of its organisa tion then have to work together to ensure that the strategy reaches its objectives. Once the marketing strategy is in place, various responsibilities are given to different individuals so that the plan can be implemented. Systems are put in place to obtain market feedback which measure success against short-term targets. McDonalds has to ensure that this is done within the confines of a tightly controlled, finite marketing budget. Thus, the four Ps of marketing provide a good starting point for consideration of the requirements of strategy implementation in the marketing function.

Relationship between Development and Democracy

The rapid policy-making transformation that exemplified the last decade of the past century in various countries of the world encouraged a renewed interest in the relationship mingled with outgrowth and state (Doorenspleet, 2002, p. 55). The argument in the 1960s had been that state was positively interrelated to the level of modernization, and then viewed as the equivalence of development. The two succeeding decades were oft more(prenominal) cautious about any such relationship. It was solo the turbulent years following the fall of communism and the attempts to move away from dictatorial modes of rule that encouraged comparative politics students to revisit the development land radio link (Chan, 2002, p. 89).The students of Latin Ameri fuck politics had already started to respond to reform efforts embarked on in their region in the early 1980s. It was in the 1990s that issues of democratization reentered the mainstream of comparative politics. The re-orientation in the f ield of comparative politics has already resulted in a wide range of publications.Mapping the Major ApproachesDevelopment and democracy argon both in truth complicated concepts as they angle to mean diametric things to different people. For example, conceptions of development pass water a bun in the oven varied over time in the last five decades from cosmos the equivalence of modernization to being concerned with overcoming social inequities and on to providing opportunities for individuals in the marketplace and institutional improvements in the name of ingenuous governance. The definition of democracy has been the field of battle of much debate as to whether it should be a minimalist concept delectationful for analytical functions (Doorenspleet, 2002, p. 57).I suggest that it whitethorn be helpful to follow a distinction along 2 axes. The first is methodological and epistemological where the two endpoints be agency and structure. The secondly is substantive in nature wh ich differentiates between a focus on elite or mass level. The structuralist start outes typically adopt a historical standpoint in explaining the success or failure of democratization.The development and democracy to a fault varies in preconditions of its focus on elites or the mass of the cosmos. Those who are concerned with providing prescriptive advice tend to be focusing on the privileged because they are the iodins directly concerned with making policy. Political scientists have amassed enough knowledge about democratization growth that we can tell the political elite what traps to keep away from and what opportunities to take hold of. This remains the ultimate goal of political science as most people in the sketch are potential to adopt a more humble position, realizing that our knowledge of democratization is still very general and fragmented (Chan, 2002, p. 144).The University of Michigan administered a cogitation which has contri moreovered to an understanding of how human values and p refers shift in response to changes in poppycock circumstances. Associations in any case count in this type of political studies. The long term positive outcome comes from people working together in small scale groups.Structuralist studiesStructuralist studies have evolved over the past 40 years and it has been proved that this is a fruitful area of research. Three issues have crystallized as being of special interest(1) Does arrangement in the global scotch order numerate?(2) Does class or social structure matter? and(3) Do value changes caused by structural factors matter?I shall discuss these issues in turn forward focusing on some of the methodological challenges associated with this approach.Location in the global economic orderStudies in this area have a long pedigree with many agent(a) well-known political sociologists and political economists having made contri moreoverions. The original finding was that the more prosperous a nation, the greater the chances that it will maintain democracy (Doorenspleet, 2002, p. 68). It was non the location in the global economic order that was important, except the ability of a country to adopt the structural and cultural features associated with modern society, i.e. an urbanized and educated population as well as an industrialised delivery.Using the regression type of statistical depth psychology, scholars have demonstrated that level of economic development consistently appears as a statistically and substantively significant influence on democracy (Haggard, 2003). The level of economic development alone accounts for more variance in democracy than all otherwise independent vari commensurates taken altogether. Therefore, some students of development and democracy are ready to treat it as such a strong correlation that it must not to be in question.Even if it is a vigorous relationship, it raises questions about what in that association really matters, and what kind of conclusions t o draw there from. The thing which matters is at least(prenominal) in part determined by how the dependent and independent variables are specified. It has been found that maculation being well-to-do matters at the level of cross national parity it is not necessarily the economic but the social factors, such as education literacy that are the more powerfulnessful explanatory variables (Chan, 2002, p. 123).Few scholars have questioned whether it is the rate of economic growth or the level of economic development that is more important. The prospects to become popular countries are rather dim, not because most Third World nations have low average per capita incomes, but because the economic development is not fast enough or the rate of growth is slow. The potential importance of location in the global economic order is besides a very significant variable. Economic development has a differential impact and it matters most in the industrialized countries, only half as much in the se mi peripheral countries, and even less so for countries in the periphery (Haggard, 2003).Studies have also naturalised a positive correlation between key variables but they do not necessarily rein in everything that matters in the development democracy equation. single may assume that the economic development matters the most in the core or the industrialized countries because it has been present there for a longer time period. It is not only the domestic environment of the countries in the periphery that counts but also their exterior environment. One of the gaps that need to be filled in the research on development and democracy is clearly what difference globalization makes. The relationship between globalization, socio-economic development and democracy is of prime importance (Doorenspleet, 2002, p. 52).Economic crises and other performance problems in the non egalitarian regimes help promote a popular transition. Using entropy for approximately 100 Third World nations with populations of at least one-million, it was proved that inflationary crises tended to subdue democratization in 1950s and 1960s but seem to have facilitated the same process in the late 1980s. Another proposition is that there is no relationship between per capita income level and the probability of parliamentary transition contrary to what was indicated earlier. One such reason may be growing international obligate to democratize (Johansson, 2002, p. 23).The Role of Class StructureThis type of study is useful for focusing on wide systematic causal processes that hold across space and time, but needs to be complemented by those that include more characteristic explanations that hold at certain times or in certain regions only (Chan, 2002, p. 24). The analysis of specific historical events or processes is often an unavoidable complement to statistical techniques, especially if the objective of the research is to concentrate on the occurrence of discrete events within their histo rical context.The capitalist economic development creates growing pressure for democratization by fostering the emergence of a middle-class has been very broadly pass judgment without a bourgeoisie, no democracy. This sets the broader parameters for the development of democracy by liberalizing economic market forces and thereby, also individualizing both behaviors and choices. Comparing Germany and Japan, which pick out a fascist approach to rule, with the UK and USA, which chose a democratic path, the class is an extremely vital factor. The middle class or the bourgeoisie enjoys a degree of self-sufficiency by being able to roll the course of political development in any direction. It is not expected that the middle-class will choose a democratic path over a non democratic one. It all depends on how they manage the challenges that structural factors present in the economy (Doorenspleet, 2002, p. 53).With economic liberalization being pushed around the world, one can meditate th at class may grow in significance. Deeper social inequalities are reported from all regions of the world and Livelihoods are being threatened, quality of life is going voltaic pile for a bulk of people, more specifically in the Third World countries. The most immediate issue is how to make the concept of class operational. There is no universal accord about how that should be done. It is not easy at this point to arrive at any solid conclusions about the relationship between the class and the prospect of transition to democracy. In a first attempt to do so, it was found that class structure does not have an impact on the likelihood that a nation makes a transition to democracy (Chan, 2002, p. 67).It is a path breaking study that points to the need for many more studies in this area and the surveys that try to measure peoples subjective perception of class. Survey data are available for industrialized nations but are yet to be collected in developing countries. such data would sign ificantly improve our ability to say something about the relationship between class and the probability of transition to democracy.Value ChangesChanges in the economy do not only create new forms of social stratification as they also influence our cultural values. Modernization and value change is the subject of several important studies in the field of comparative politics. Subjective aspirations reflect the nature of objective conditions, a point that is associated traditionally with Marxism but is also reflected in psychological theories (Doorenspleet, 2002, p. 58). The strengthening of human striving for self expression that follows from enlarging peoples cognitive and physical resources (modernization) reduces constraints on the level of formal rules by generating negative and positive license rights (democratization). Using data from 63 societies, it was found that(1) Democratization originates in aspiration ad fairishments on individual level,(2) Democracy does not flow dire ctly from economic changes but through shifts in ethical values,(3) This sequence has cross cultural validity, and,(4) The sequence holds against rival influences, the transnational infusion of changes in traditionally connected societies.More research is involve to ascertain whether these findings hold if other data sets are used, the notion that democratization in a given society is the result of both ethical and material changes is important. It is suggested that the dynamics of social change is driven more by internal than external factors. We do not specifically address this issue here, but it is one that should be considered in the light of amplified global communications (Haggard, 2003).Methodological IssuesOne of the problems with research on democracy and development is that scholars using quantitative methods tend to ignore those using qualitative methods, and vice versa. The latter tend to use thick concepts which are applied to a very small number of cases, whereas the former tend to rely on thin concepts that are applied to a large number of cases. Due to the lack of dialogue between these two researcher groups, the task of knowing more about causal relations has been stifled.The assumption being that qualitative researchers play a key role in opening up novel areas of inquiry, while the quantitatively oriented can determine the extent to which findings can be interpolated. In short, the study of development and democracy requires both approaches since both of them are complemental to each other (Johansson, 2002, p. 23).There are many troubles with the existing state of knowledge in this field that stem from methodological inadequacies. The first concern is the quality of the data available. There has been a heavy reliance on the Freedom House Index (FHI) of Civil Liberties and Political Rights. With few other data sets available, it is quite comprehensible that many researchers have found the FHI handy.There are at least two problems with tha t Index. The first is that it relies on the evaluative input of a panel of experts rather than patriarchal data collected in survey form. The scores in the Index, while not entirely invalid, nonetheless suffer from lack of representativeness of opinions in individual nations (Johansson, 2002, p. 213). The second problem is that the cumulative scores provided for each indicator and country tends to be rather rough. This lack of differentiation is also obvious in many studies that use other data. intimately researchers have to settle for a sub-optimal choice, because it is extremely laborious to identify a singular manifestation. Reliability refers to the prospect that the same data collection process would produce the same data. Duplication prevails whenever other scholars are able to reproduce the process through which data were generated.Structured contingencyIf the structuralist concern with the pre-requisites of democracy constitutes the first generation of studies on democrati zation, a distinct second generation has emerged in the past two decades that is more process oriented and focused on dependent on(p) choice. This innovative approach incorporates institutional factors as explanatory variables (Haggard, 2003). Democratization is understood as a historical process with analytically distinct, if empirically overlapping, stages of consolidation and transition. A variety of actors with different followings, calculations, preferences, resources and time horizons come to the fore during these successive stages.These stages vary in terms of degree of uncertainty prevailing at each point. During regime transitions, interactions, and political calculations are highly uncertain, actors find it hard to know what their interests are, who their reinforcing stimulusers are, and which groups will be their allies or opponents. The absence of predictable rules of the game during a regime transition expands the boundaries of contingent choice (Johansson, 2002, p. 8 8). A government is being consolidated whenever contending groups come to accept some set of rules, formal or informal, about who gets what, when and how from politics.Power-sharing arrangementsDemocratization often runs into grave difficulties because societies are divided vertically rather than horizontally. Resource conflicts are not interpreted in straight-forward social class terms but take on means only in the context of identity politics. Whether ethnicity, race or religion constitutes the line along which cleavages are defined, they pose a special problem for democratizing countries specifically because the issue of inclusion in regime is conflated with inclusion in the community. Strategic choices are socially or culturally embedded to such an amount that it becomes difficult to produce governance agreements that satisfy all parties to the conflict (Johansson, 2002, p. 56).The problems of exclusion and inclusion do not fade away when new institutions are being adopted and put into operation. Democratization itself may aggravate such problems precisely because it brings elements of openness and competition into the political progression. Conceptions of the scope of the political community become more bounteous as people interact with each other in the public realm and have to make choices about who is an insider and who is an outsider. One of the ironies of democratization is that, as the incoming is being planned, the past intrudes with escalating severity. There is no such thing as a fresh start in culturally plural societies differences in historical depth are likely to matter.For example, where the notion of first-comers is deeply rooted, claims of political priority by virtue of indigenousness are typically made to confront those deemed to be immigrants (Haggard, 2003). Europe and Asia are particularly full of such claims. Sri Lankan Tamils really belong to South India. Chinese in Indonesia and Malaysia are immigrants and Bengalis are illegally in Assam. The Balkans, the Baltic and the Caucasus regions of the former USSR are other examples of places where such claims are being made. They are particularly hard to resolve because they are frequently embedded in unearthly differences that reinforce the ethnic dimension and have a long history.Electoral modalitiesIn the 1990s, larger attention was paid to how different electoral rules may help promote inclusiveness. Such rules are the most specific manipulative instrument of politics. Africans realized this point at independence and many leaders proceeded to promote inclusiveness within a democratically designed single party system. Although the principle of competitive elections within a single party system was an interesting innovation, practical experience soon showed that sustaining the democratic element in such system became very hard (Chan, 2002, p. 345).Most of the conversation on what difference electoral systems or modalities make has focused on the comparative adv antages of proportional representation and majority systems. The combination of parliamentary system with a proportional system of representation as the constitutional arrangement most likely to serve racially divided societies well. It is only in industrialist societies with a more dispersed population that proportional representation (PR) has the intended effects of enhancing the distribution of power among elites. Another study of electoral systems in southern Africa maintains that a mixed member proportional system (MMP), as used in Germany and New Zealand, may prove to be particularly relevant in countries such as South Africa where forms of power sharing have been considered vital to a successful democratic transition (Haggard, 2003).Legal SystemsOne of the more dominant arguments for the link between liberal democracy and capitalism rests on the premise that with the rise of a private property regime, the realm of the landlord is fully severed from the state, thus consolidat ing the separation between public and private spheres of power. Capitalist economic rule is no longer legitimated politically by reference to the performance of communal functions. Private power is stabilized to the extent that democratic principles of rule are successfully insulated within a public domain (Johansson, 2002, p. 98). This vehemence on human rights has also brought a renewed importance to concepts such as rule of law and by tax write-off to the role of legal systems in democratization.Civil SocietyCivil society is a bothersome concept. It refers to all voluntary associations that have been created to mediate relations between the state and the family household. This excludes productive enterprises since their purpose is not to associate individuals to the state. Most students of civil society take a functional view of the society counting in all associations regardless of their normative stand on the democracy issue. Many nations that are attempting to consolidate de mocracy suffer from what is sometimes referred to as a civic deficit. This entails that society is short of the values that really help establish democracy.This deficit often stems from disenchantment with the political leadership. The new democratic regime proves ineffective in various ways, such as not being able to curb corruption or to deliver tangible policy results. Once the transition from dictatorial rule has been made, it is more difficult to mobilize popular support for the measures that are necessary to keep the democratic process on the track. The civil society is most effective in the initial phase of the transition. It tends to lose its implication in the political process as it moves from transition to consolidation (Chan, 2002, p. 266).Social movements clearly energize civil society. They often lead major political transitions, but they also contribute to keeping civil society healthy at other times. Without such movements, the impact of civil society on democracy w ould be much less significant. Without implying that social movements always work for a civic or democratic cause (Johansson, 2002, p. 143). It seems a feasible proposition to state that a democratic change without the backing of a social movement is less likely to achieve something than one with such backing.ConclusionTo conclude, it may be worth making a few general observations on the studies of development and democracy. The first is that the difference between qualitative and quantitative studies is often exaggerated. There are substantive differences between the two, but they lie not in the criteria used to create and rationalize a particular research design but in the manner in which the former is executed (Haggard, 2003). It is primarily in the execution of research that quantitative statistical analyzes come to differ from qualitative forms of study. When it comes to intent research, considerable qualitative reasoning goes into designing quantitative studies.When choosing the unit of analysis, indicators for measurement and set of cases, qualitative criteria are being used to justify the design. The qualitative reasoning enters into the design in at least two ways first, by differentiating between Europe and Latin America and the second, by bringing in the concept of stability, which does not even feature in the conceptual definition of democracy (Chan, 2002, p. 67). We should be alert to the fact that the distinction between qualitative and quantitative forms of reasoning is more blurred than many scholars would have us believe.The second observation is that the relationships between variables are not always linear in a causal sense. The study of the development democracy nexus provides ample of evidence that the relations are often interactive development, or dimensions thereof, influences democracy but scope of democracy may also affect development. Modernists and Marxists tend to assume that political democracy is the outcome of underlying chang es in the socio-economic or cultural spheres.Those who essentially believe in human agency would argue that institutions and choices can be made to shape developmental outcomes. Much of the current debate in the international development community focuses on the independent effects that good governance is expected to have on various aspects of development (Haggard, 2003).The third and final observation concerns the propensity to treat findings as universal or to generalize without taking into consideration the potential influence of contextual variables. Much knowledge that is acquired on the issues relating to development and democracy are both time and context specific. changing either temporal or spatial dimensions may have significant influence on the results.Generalizations that hold across national and regional boundaries are typically at a high level of aggregation. The challenge that we often face in our research is not only to disaggregate or deconstruct these concepts and variables but also to continue testing how far these general findings still hold at lower levels of aggregation.In sum, whichever way we turn in the research exercise, there are challenges just around the corner (Haggard, 2003). The contributors to this essay are highlighting many of these challenges, thereby providing a sense of what comparative politics have achieved so far and also what remains to be done.

Psychological Testing Essay

Individual intelligence trials ar of two types Stanford-Binet Intelligence Test and Wechsler campaigns. They discharges individuals intelligence in arithmetic, vocabulary, comprehension, verbal amongst different disciplines. Individual tests are mostly utilise in education steerment, clinical judgement and to eyeshade an individuals skills in the event a all-embracing a large of individuals are creation examined (Roid, 2003). Stanford-Binet Intelligence Test is obligate use ofd in test children that are intellectually deficient in order to come forward them in the special education programmes.These tests are taken individually. Individual tests are characterized by several advantages they obtain it possible for the inspector to interact with the examinee establishing a rapport in which the interaction can be observed and assessed. They overly provide schooling on why some methods and tactics used to broadsheet intelligence fail. Individual tests alike make it p ossible for the examiner to assess a variety of abilities in examinees as it is not restricted. Individual tests provide a better way of assessing children are emotionally disturbed (Roid, 2003).These tests make it possible for estimates to be made on examinees that are in any physical or emotional condition such as tired, sick or anxious. Group intelligence tests involve assessing a series of many different problems in a mass of examinees. They are commonly used in schools and the military. They could be aptitude tests, scholastic assessment tests or tests of cognitive abilities. They are characterised by pen and paper, unremarkably are conviction limited, involve almost nil examiner to examinee interaction are have multiple choices making them easy to score.They are commonly used in school and job placements, and in the study of certain norms or phenomena in a population (Santrock, 2008). Group tests have the advantage of simplifying examiners share as they are quick and eas y to administer. It is also possible to administer them on simultaneously to large numbers of examinees. Scoring in group tests is more than objective as compared to individual tests. Group tests are often non-verbal (Santrock, 2008).Group tests give data that is more reliable as they make it possible for large numbers to be canvass which provide good representative of the entire population, the resulting data and conclusion is therefore more reliable as it is more representative of the population than if the norms were creation studied in an individual as is with individual tests. 7. The advantages and disadvantages of projective versus objective personality assessment methods Projective personality assessment method is a test that involves use of open-ended questions to examine the person being tested.Projective tests involve questions that are unstructured thence give the person being examined more freedom to respond in the appropriate way as compared to objective tests. Thes e tests normally require the examinee to respond to stimuli that is ambiguous (Hilsenroth & Segal, 2004). It is based on the fact that people respond to stimuli that are ambiguous in ways that bring to light their feelings, desires and needs. The advantage of this method is that makes it possible for the psychologist to study and examine unconscious sights of proceedss personality.These tests are not transparent hence create no opportunity for subjects to lie or fake their personality traits. The weakness of projective tests is that the collected information is not as reliable and viable as is needed. This is based on the fact that the psychologists that use the method assume that the subjects can not lie virtually their personality. Analysing data collected by this method can be time consuming and tiring as it needs the psychologist to go through it by himself. bare-ass technology such as computer scoring which is card-playing can not be used in this method (Hilsenroth & Seg al, 2004).Objective personality assessment method involves the use of questions and items that are standardized, specific and clear in testing individuals under study. These tests are characterized by limited choice of the examinees responses. close to of the questions are designed such that they require yes or no, and dependable or false responses. Objective testing has several advantages. Objective methods fast to carry aside. This is attri excepted to the fact that the answers required are directive and do not need the respondents to think or expand on the answers giving unnecessary details that waste time (Hilsenroth & Segal, 2004).This enables the data to be collected and analysed within a short time availing results within the required time. This method is also more economical as compared to the projective testing method. This because the questions are easy to prepare and the fact that all they need is yes or no responses implies that they do not require a lot of space. Thi s saves on the exist of printing the questionnaire as less pages are required. The questions are also easy to answer making the researcher to collect the needed data very fast hence does not spend a lot of time in the field which saves money that would have been used on upkeep and transport.Objective test methods also make it possible for technology to be used such as computer scoring which is faster, less tiring and more efficient as compared to projective tests that require the researcher to go through the responses by himself in order to come up with the results ( Hilsenroth & Segal, 2004). . Like any other method, objective assessment methods also have disadvantages. These methods usually involve questions that are transparent which makes the individuals under study to get by what the psychologists want to study in them.This makes them lie or forge answers. In the event the individual carrying out the test does not include lie scales which provide information to the researcher on the likelihood of the subject lying hence wrong data is collected. This tests also characterized by collection of biased data as it provides opportunity for the subject to respond not the way things are but the way they wish things were. (Hilsenroth & Segal, 2004). The structure of the questions does not allow the subjects to add more information on their yes or no, true or false answers.This could cause the psychologist to send packing out o9n vital information. 3. Some of the misconstructions concerning the differences among aptitude and achievement tests. Achievement tests are the common tests that are usually given out in classrooms and educational assessments. They are used to test what an individual can do or what they know. They are usually administered after some activity to test if individuals have grasped whatsoever was being taught. Examples are classroom quizzes, continuous assessment tests, driving tests, final examinations amongst others.Achievement tests in sc hool are used to determine whether students understand what has been taught, which classes to place them, they are also used to rate schools and predict an individuals success in certain disciplines in future if they are doing well. Aptitude tests usually are carried out to assess the mental abilities of individuals. These tests based on the concept that innate mental abilities of individuals can be measured. Aptitude tests are usually carried out to test students mental ability as they are believed to give a picture of how the student can perform academically.It is believed that those who pass the test qualify academically for what course they are applying for. Examples of aptitude test include SATs. Aptitude tests have been referred to as quality measurement on ones mental ability. However, critics of the concept argue that innate abilities can not be measured hence the test just like any other test is used to measure what an individual has been able to achieve by the time the tes t is being carried out. The results of this test hence demonstrate the individuals achievement in the subjects that were being tested on. This is true in spite of what the subject the questions are testing on.As such, aptitude tests are very much the same as achievement tests. The difference between the two tests however is in the assumption about individuals that take the two tests. With aptitude test, there is a misconception that there is equal opportunity to learn for everyone taking the test. It also is assumed that the interest of individuals taking aptitude test in learning is equal and also in demonstrating the learnt ability on the test. With achievement test it is assumed that the tests usually are based on instructions of a course or on some training that is not necessarily uncommitted to all the individuals taking the test.The misconception concerning the difference between the two tests therefore lies in the assumption that there is equal opportunity for passing in ap titude tests date achievement tests can only be passed by those who have access to the course or training instructions. 6. Information is presumably gathered by the regular(prenominal) projective technique Projective techniques are methods of assessing personality traits of individuals that use questions that are unstructured and not specific.The questions used in this technique are not transparent implying that the individuals being studied can not identify what the researcher or a psychologist is looking from them (Lilienfeld, Wood & Garb, 2001). Usually projective technique is used to study response of subjects to questions or situations that are ambiguous. It is perceived that the fact that these situations are not known to the subjects will enable them to respond appropriately without having to lie or change their personality. It is believed that individuals respond to ambiguous situations and questions in an honest way.Their response to these situations that they do not cle arly understand brings out their true personality as it there is no opportunity for lie or personality to be altered or changed. Psychologists who use the method to collect information on personality argue that human beings continuously respond to ambiguous stimuli in a way that brings out their personal needs, wants, wishes and desires (Lilienfeld, Wood & Garb, 2001). This technique is believed to make it possible for psychologists to assess the unconscious aspect of the individuals being studied character.As such, it provides no room for personality faking. Human beings are believed to have no control over the unconscious part of their psychology. The unconscious aspect of our psychology is believed to be what really defines us in terms of character. Psychologists argue that humans thought, actions hence character originate from their unconscious aspect of psychology. The fact that this technique enables the psychologist to study the subjects unconscious aspect of personality has therefore been used in gathering personality information.This technique unlike the others makes it possible for individuals being studied to consciously give information that is biased and accurate. The notion that individuals are not restricted in responding to ambiguous has made this method to be used for collecting data on personality. 4. The reasons which dictate that an organization, whether industrial or governmental, to use valid natural selection procedures for hiring workers. There are several reasons as to why organizations use valid selection procedures for hiring employees.These procedures are useful in the several processes that involve hiring. In selection of employees to hire, the assessment tools that are used in valid selection procedures enable organizations to identify the best individuals for the job as they are able to identify the individuals character traits that are required of the specific job. An assessment tool that is well properly developed will guide the recruitment team in selecting successful and suitable individuals for the particular occupation and position they are recruiting for.Valid selection procedures also eliminate cases of unfairness from arising making the whole process efficient and professional (Weiner & Graham, 2003). Valid selection procedures for hiring are important in job placement. They enable organizations management to assign employees to the right job responsibilities and levels. sound judgment helps provide information that enables organizations to make the right decisions assigning of responsibilities which increase performance hence productivity of the organization. Valid assessment procedures are important in training and development of employees.The assessment enables an organization to determine which employee needs what training. The organization is able to know if its employees have mastered training procedures and materials that are vital for operation and running of the organization (Weiner & G raham, 2003). Assessments carried out enable the organization to design or make changes in training programmes so that the most needed ones are given priority. Assessment procedures also enable individual employees to identify their weaknesses hence can embark on self-development.This has positive results as it enables it to have employees that are skilful and well trained hence increasing productivity. Assessment procedures also play a great role in promotion or demotion of employees. The procedures enable the organizations management to identify employees that have been improving in their performance and skills. Those who possess managerial characteristics or even higher capabilities are identified hence promoted to greater positions that have more responsibilities (Weiner & Graham, 2003).On the other hand, those who seem to making no progress or have decreasing performance are demoted as ant serious organization would not want to have employee especially those holding positions o f great responsibleness that are not performing. Valid assessment procedures provide a professional and fair way of carrying out promotions and demotions ensuring that the right employees are assigned to the right positions and responsibilities. Assessment procedures are also significant in career guidance and exploitation. These assessments help individuals make not only educational but career choices as well.The assessments make individuals identify the subjects they are good in hence accordingly choose careers that they will be successful in without have to strain their mental capability. The assessments procedures also enable organizations to carry out evaluation of programs. The organization is able to identify programs that benefit employees and those that do not so that it can stop wasting resources on irrelevant programs. Word Count 2280. References Hilsenroth, M & Segal, D. (2004). Comprehensive handbook of psychological Assessment Personality assessment / editors.New Yor k, NY John Wiley and Sons. Lilienfeld, S. 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