Service blueprint for Coyote LocoServices marketing Essay

Service blueprint for Coyote LocoServices marketing - Essay Example The lines of visibility refer to the management decision on what a customer should see and which waiters will be in contact with customers. The decision of the manager is to keep resources such as the chef out of sight so that the customer will believe that the staff are working hard. The internal interaction consists of the interaction between the marketing staff and the restaurant assistants, the relationship between the kitchen staff and the chef, the janitorial crew and the kitchen helpers. The company recently retrained its staff to reduce flight delays and improve interaction with customers. The result was more passengers and the continued profitability of the company The five tangible cues or indicators of quality from the customer's perspective are these: a.) tangibles - which refers to the physical facilities, equipment and the appearance of personnel; b.) reliability -which refers to the ability to perform the promised service accurately; c.) assurance - which refers to the willingness to help the customers to provided excellent service; c.) responsiveness - which refers to the knowledge and courtesy of employees and their ability to inspire trust in the customer; and d.) empathy- which refers to the caring and individualized attention the restaurant p[provides to its customers. All the steps in the process are necessary to attain a high quality of service.Standardization is possible and advisable throughout the process for as long as quality, reliability an d responsiveness are observed by all the employees.The potential fail points are located in the waiting time and the transaction time. Waiting time is incurred in the preparation of the menu and the drinks which may result in lower customer satisfaction. The possibilities to reduce the perceived time is by providing cable television for the customers to watch, magazines and newspapers in the area, offering of free drinks and engaging banter with the customer.They could be designed out of the process, or what service recovery procedures could be introducedThe potential measures of performance are as follows: excellent technical quality, right image of the restaurant based on the promise of service provided by advertising and market communications and excellent functional quality. The technical quality knowledge giver is expected to know the offering in depth and detail so that information about its utility and application can be provided on demand. He or she must also be technically competent to deliver the service expected, adapting as needed to varied or changing customer need. The first service is provided by the chef and his kitchen staff. The second level of skill pertains to functional quality which is also known as customer relationship. Here it is often as simple as whether the service -giver treats the customer as a unique and important individual to be served. The waiters and service managers carry out the second type of service which consists of welcoming the customer, providing them the menu cards and collecting their bill. Service with a smile is easy to propose, difficult to impose. Smiling is

Malaysian Film Industry Construct Malaysian Identity Cultural Studies Essay

Malaysian Film Industry Construct Malaysian Identity Cultural Studies Essay Malaysia is a Multiple ethic country, but the interesting situation is , the race that dominant the country are all imigrant, the malay was come from the Javanese. The Chinese is come from China and Indian people come from India. but nowadays they all citizen of the country, with these alieness history, how should Malaysian define their national identity? We have just celebrated the 25th anniversary of our independence. During this quarter ccentury we have reached a level of achievement which we can be proud of. We have succeeded in laying a strong foundation for the evolvement o f One citizenry, One language and One culture. It is on this foundation that we build a greater Malaysia.'(Malaysia : Crisis of Identity p8) What Malaysia needs are moderates of ends and not moderates of means who are eventually wMalaysia, an Indian Malaysia, a Malay Malaysia but a Malaysian Malaysia where the different races, languages, religions and cultures can flourish in Malaysia.'(p3) The first quote was adderssed by the BN Gorvenment after they win the election in 1982, at that days the gorvernment suggested the idea of Assimilation: A + B + C = A, where A, B, and C represent different social groups and A represents the dominant group. The subordination of minority cultures into a dominant culture.This approach may be likned to what some have called forced assimilation ((Alison Gibson. 1984. p 105) (National culture and democracy , Kua kia soon, p133) . The second quote was the respond from the people, espeacially the Chinese which represent the idea of Pluralism: A + B + C = A + B + C, where A, B, and C represent different social groups that over time maintain their unique identities. Cultural pluralism is fre-quently seen as a peaceful coexistence between groups. All cultures are to be allowed to exist separately and equally, harmonious or not. The harmonious version has been termedunity in diversity. (Alison Gibson. 1984. p 105) (National culture and democracy , Kua kia soon, p133). You can image when this two idea bump together, how much chaos it will make. The Malaysian have stay in this juncture for over 50 years, it is necessary to identify briefly the advocacy of various positions on National identity. First, i will discuss about what is National Identity, And then i will explore how the Malaysias film industry construt the image of Malaysians National Identity, And how the image change through the decade. What is National Identity. National identity is a complex idea, National identity erase difference by imposing a set of attributes on all menbers of the nation and unwilling ness to accept all these attributes threatens identity and therefore threatens expulsion from that community.(p62) The idea of erase all the difference doesnt mean to erase other culture, but erase any other identity that create by any individual group in the country because these are a power that will cause expulsion . National identity is one idea that can accept by all the individual group, and gather them in to one voice. National identity is only one of the many social identities available for citizens of multicultural countries such as Malaysia.National identity has a central role in promoting peaceful ethnic relations. (Malini ratnasigam, p3) In the book Ethnic relation and Nation Building Malini Ratnasingam claim that the national identity is the best form of identity should adapt by the Malaysian, beacause the other social identity content too much category that will tear the Malaysian into many individual pieces, but national identity will work well for the Malaysian, Because nation are crossed by those differences , a force of unite, a sense of belonging and nationess. So now we understand what is national identity. But now the question is who should decide what is our identity? At the begining of this dissertation, there are the arguement about chosing which idea shall we adapt, Assimilation or Pluralism? The nation is imagined because the members of even the smallest nation will never know most of their fellow-members, meet them, or even hear of them, yet in the minds of each lives the image of their communion. (Benedict Anderson, p60) From the quote Benedict Anderson belieave that the nation is about all the member, even the smallest nation. National identity is a image that can imagined by every single nation. But In the book Cultural Contestatation author Zawahi Ibrahim disagree with andersons concept and suggested that the identity formation takes place within what he would call a two social reality which are authority-defined social reality, one which is authoritatively defined by people who are part of the dominant power structure. The second is everyday-defined social reality, one which is experienced by people in the course of thier everday life. These two social realities exist side by side at any given time. (Zawahi Ibrahim, 1998 ,pg18) The identity is a negotiation between these two social reality. How Malaysia film Indutry construt Malaysians National identity The Malaysian film indutry was founded on Chinese money,Indian imagination and Malay labour(Hamzah hussin,1994 ,p105) Although outside the screen, there are wonderful mullti cross ethnic relation on the movie production, but almost all the film are Malay movies. The only thing that really can consider as multi racial is the Old malay movie industry have strong influnce from indian bollywood style beacuse of the director, but very less of them had really mention about the multi ethnicity or religious relation. I chose to call this book 120 malay movie, because more than half of the movies were made before Malaysia was even created.(Plus they were made in Singapore) So what they have common were the languague and ethnic milieu they showcased. (120Malay movie , p26) The autor of 120 Malay Movie clearly state that the early film industry in Malaysia cant even consider Malaysias movie, It is only presented the early life of Malay in Malaysia, it maybe a very well materials for the Malaysias Malay identity, but obviously not suite the idea of National identity. But now it raise a question ,if the national indentity include everything, dont the Malay culture also part of the national identity? Yes, but now we talking about how the film industry help construt the national identity, at the old time, the Malay film are totally dominanted the film industry, which give an idea of the impression of the nation have owned by Malay, In the film Tajul Ashikin (see figure 1) there was a scene where two men try to peddle thier wares, but thier voices are drowned out by a newly arrived Chinese team that is offering dental services. This shows the Malay fear of being displaced in their own land by new arrivals who seem to be much better at buiness. (p25,120Malay Movie) Figure 1 Tajul Ashikin by M Amin But at that time, the stark economic disparity between Malay peasants and Chinese merchants didnt seem to have undue political repercussions because the populationwas sparse and times were good (120 Malay p269). So the movie show the worry of the Malay sovereignty instead of promoting peaceful ethnic relations. With this idea, it help to destroy the national identity instead of construt it. But still there is some exception.There is still some other racial tension pop up in these movie. On the film Mahsuri which release in 1959 (see fiugre 2), there was a part about a merciless indian teasing by the Malays about his skin colour. (p165) The plot is meant to be funny, in fact, it was directed by an Indian. Ethnic conflict often appear in Malaysian daily life, we can not avoid it, but we can face it with great attitude. This plot showed an attitude to face the difference between every ethnic, just laugh at it. Figure 2 Mahsuri by BM Rao The next film that have the multi ethnicity it is Ali Baba Pucang Lapok directed by Malaysian silver-screen legend P. Ramlee at 1960, P.Ramlee are one of the minority inside that can create the sense of Malaysianness in the movie in the decade. The movie itself are deliberate mish-mash of culture, inside the movie you can see different kind of culture image. But the most surprise scene will be when the Chinese trader being asked how long he have lived in the area, he answer that he have lived here for 80years, he not only counted his own 50 years age, but add up his father.(see figure 3) Figure 3 The Chinese trader said that his father lived there 30 years before he borned. This blurs the line between immigrant and native and it is precisely this blurring that must continue untill all Malaysian feel they have the same stake in the nation. (p26, 120 Malay Movie) It is hardly seen a movie have such multi culture in Malay old film. The national identity is to create a sense of nation, it only can be done when the have the idea that the land doesnt owned by anyone, but they were all born equal in this place. This movie successfully deliver the message. and helped construct the sense of nation, althought it is only one short scene, but it is still a big step for the Malaysias industry at the decade. Another film also directed by P.Ramlee Sesudah Sebuh (see figure 4), The most multi cultural cast we have ever seen. said the Author of 120 Malay Movie Amir Muhammad. The Main cast include the 3 main race of Malaysian, Melayu, Cina and indian. And a conversation in the movie, create am ideal racial integration, In a bookshop by a customer to the owner :Even though youre Malay and im Chinese, we are both Malaysians. And Malaysians have a duty to help each other. The Idea cant be more clear, its simple and directly pointing the ideal without any decoration. Figure 4- Sesudah Sebuh directed by P.Ramlee Although there are some more film that really promotiong the ideal natiaonal identity for Malaysian, but these number are still only a drop in the bucket. There are still mile a part to fill the whole bucket. But atleast we can see the root of the idea of national identity growing inside. When it come to 1970s, the idea of multic ethic face a challenge. The 513 incident had drag the ethic relation into crisis situation. The racial riots led to a declaration of a state of national emergency. The riot ignited the capital Kuala Lumpur and the surrounding area of Selangor, Malay mobs, wearing white headbands signifying an alliance with death, and brandishing swords and daggers, surged into Chinese areas in the capital, burning, looting and killing. In retaliation, Chinese, sometimes aided by Indians, armed themselves with pistols and shotguns and struck at Malay kampongs (villages). Huge pillars of smoke rose skyward as houses, shops and autos burned.( http://www.time.com/time/magazine/article/0,9171,900859,00.html) Tunku Abdul Rahmans multiracial style of government was successful until serious and widespread anti-Chinese riots broke out in May 1969. These riots followed a fall in support for the United Malays National Organization (UMNO) in the federal election and were indicative of Malay resentment of the economic success of the Chinese business community. (http://www.city.com.my/malaysia-history.htm) After the incident, the gorvernment came up a serial of policy that surpress the other ethnic, in order to restructure Malaysian society. The UMNO-dominated states aggressive attempt to conflate the nations linguistic identity with Malays status as the sole nationaal and official language threatened the constitutionally sanctioned freeedom to use thier mother tongue.'(Milthiethnic, pg220) The pro-Malay policy. The most significant result of the events of May 1969 was an attempt, announced in the five-year plan (1971-75), to restructure Malaysian society. The aim was to raise the percentage of ethnic-Malay-owned businesses from 4% to 30% by 1990, and to extend the use of pro-Malay (bumiputra) affirmative-action quota systems for university entrance and company employment. Economic expansion, it was hoped, would greatly ease this redistributive process and at the same time offer the opportunity to eliminate poverty among all Malaysians. (http://www.city.com.my/malaysia-history.htm) The National Cultural Policy(NCP) was formulated at a congress held at the University of Malaya in August 1971, and the announced Policy consisted of three main principles. The national culture of Malaysia must be based on the cultures of the people indigenous to the region; Elements from other cultures,which are suitable and reasonable may be incorporated into the natioonal culture; and Islam will be an important element in the national culture. (Mohad Talib Osman, pg95 ) All of these policy indirectly influence the relation between ethnic, all the unequal act make the ethnic hatred grown day by day. Causing the idea of national identity start changging. The change of the society have brought into the film industry , the multi ethnic that rarely seen from the film before 1970s completely obliterate after these policy untill recent years. Before then we have Malay culture dominant film industry. The segregate can also see from the statistics that correlate cinema atendance by ethnic groupwith the national or language origin of the film being viewed. (see figure 5) LanguageEthinic Malay Chinese Indian/Other Malay 23% 0% 1% Chinese 7% 81% 0% Indian 34% 1% 83% English 35% 18% 16% Figure 5 Language distribution of cinema attendance by ethinic group (1979) The quetion of the cultural identity of Malaysian film is a constant issue, even for the least culturally minded film producer, since it is related to the need to attract a broad-spectrum audience.It is still the case that more than 90% of audience for Malaysian films is Malay (Malaysia Cinema Asian film, pg154) From the statistic we can see that Bahasa Melayu cinema is a weak cultural force, despite the Malays being the most powerful political force in the counry. At that time, The chinese usually watch the Hongkong or Taiwanese films ; or the second choice will be the English Language film, but not Bahasa Malayu film. The same situation happen with the Indian autience. cinema is probably the most raciallly segregated activity in the country today'(Mansor bin Puteh, 1990, pg154) On top we discuss about crisis of ethnic realation that cause restrict the multi ethnic movie culture. In 1981, the idea of Malay sovereignty that set by the gorvernment start to invade the movie industry. National Film Development Corporation (FINAS) was established in 1981 to encourage the development of the local industry. ensure that a sizeable portion of the total volume of buimess done in the production, distribution and exhibition sectors would be handled by Malays'(Baharudin Latif, 1981, pg150) Control and restrict from the gorvernment have caused the other ethnic have lower chance to make their own movie, and also restricted the creativity of theme or topic. All of these restriction had bring the Malaysia film industry far away from their Golden age in 1950s -1960s. Film are censored or banned if it oppose government polucy or encourage anti-gorvernment feeling; glorify communism and socialism; glorify any particular race while denigrating others; gloriy crime and immorality; deal with sadism, cruelty and excessive violence; insult public dignity ; and show behavior not acceptable to Malaysian society (Mohd Hamdan Bin Haji Adnan, 1991) These policy had make the Malaysian confuse and question about thier naional identity, the policy have succesfully incite the desire of Malay that persuit for Malay sovereignty, the other ethnic like chinese and indian felt betray by the country, when there is no nation pride in them, the National identity become dominant by the Malay, and become the image that shown by the Movie industry, but it is not the image that the nation share along, from (figure 5) we can see the local Malay film have not accepted by the other ethnic. so it is not a National identity of that decade, the film on that decade have lose the concept of being a National cinema. The cinema is then a mean of speaking the nation in all its constructed uniqueness. The connection between speaking the nation and selling the nation become all the more invitable when the rhetoric of both nationlism and marketing emphasize qualities of uniqueness, distinctiveness and patriotism. The term representing the nation there fore accuires and ecmonomic as well as an analytical and cultural objective it is not just how a cinema represents the nation, but also how successfully it does so. (Malaysia Cinema , pg 107) New Malaysian Film The decade of Malaysian film might look like a decade that have controled by Malay, and their the relation with other ethnic race doesnt seem well. Althought the realation between the different ethnic group are peaceful in decade before 1960s, but the policy in 1970s created an long fight between ethnic group. Race has always been an issue in my country, even before independence but never has it been as serious and divisive as it is today.Almost every issue is seen from the perspectivve of race to the point where it is impossible to obtain a consensus of public opinion on any issue'(Kee Thuan Che,1993,p57) But where there is pressure, where there is resistance. The serious situation also created a trend, Never has it been as desire as today, people pursuit for the unity of the Nation. In the book Found in Malaysia have interviewed 54 influential Public figure who have different race, religion, culture, gender, sexual,genarational and political. But when it come to the question: Describe what kind of Malaysia you whould like for yourself and future generation? They all gave a same answer in many different way, but in the end, the main idea is the same. All of us regardless of racial/ethnic, regious, class and linguistic backgrounds, share one thing in common : we are all Malaysian citizens and we call this country our home and care for its future. We dream of future Malaysia that is equal to all, but takes into acount ourparticular wants, needs and aspirations and at the same time, is able to cater to the needs of others according to an inclusive logic of equal representation and equal right.(Azizi Khan, 2004, pg475) The idea become a trend, and start to appear in the recent ten years. Beacuse the inrternet have start to cover all the new genaration daily life. Internet is one of the most powerful sources in human history, the information can share in rapid speed, milllion of personal narratives or popular forms of expression which help construt the everyday-defined social reality was shared everyday. Causing the Balance between the authority-defined social reality and everyday-defined social reality started to change. So we will start from Malaysia Independence Film Industry, which have well used the internet as a state for them to spread thier idea and story . The first example for indipendence film is the Project 15 Malaysia . 15Malaysia is a short film project. It consists of 15 short films made by 15 Malaysian filmmakers. These films not only deal with socio-political issues in Malaysia, they also feature some of the best-known faces in the country, including actors, musicians and top political leaders. You may think of them as funky little films made by 15 Malaysian voices for the people of Malaysia. ( http://15malaysia.com/) From the project name we can know that this film is dedicate to show 15 kind of story that happened in Malaysia. I going to take a few of them into discusstion. First i will start with the personal narrative story. House is a story about an indian family forced by the capitalist to give up their house for development, and also show the feeling of the indian kid(Rama) toward the house is more then a house, but a family.(see figure 6) The story attempt to explore the story inside the slums usually the indian race who have many family suffer with these problem in order to let the audience understand the country more. Figure 6 Rama express his feeling about the house. We will strat from Yasmin Ahmadm (see figure 6), Malaysias famous film director, writter and scriptwriter, in Malaysia, most of the ethnic used to avoid each other but inevitably bump together, no one can avoid, because this is just what live in Malaysia are look like, And most of her film are challenging the moment when different ethnic bump together, she narrate the spark of the moment and turn in into a moving picture. When most of the popular cultures movie deliberately avoid the ethnic conflict, her films break the boundary between ethnic and religion. She focus on emotion and the relationship between people, narate and present the story in a human perspective, not in Malay, Chinese or Indian, but back to the origin human emotion. It makes the audience to rethink about politic, religion and social issues in indirectly ways. The more we understand each other, the less we affraid. She is an ambassador of unity. An individual with amazing foresight who; work has bridged all the races in the country. Great loss to the nation and the creative world.'( Chandran Ravi. http://entertainment.malaysia.msn.com/photos/photos.aspx?cp-documentid=5080081page=13) Figure 6 Yasmin Ahmad Yasmin Ahmad first movie Sepet(see figure 7) is a story about a Chinese boy fall in love with a Malay girl. This might look normal in foreign country, but the relation between Chinese and Malay is not simple. Figure 7 Sepet The relation between Chinese and Malay always been complicate, that hatred between both of this race happen before incident 513, when in World war 2, the Japan invade and ruled this country for over 3 years. on that period, the Japanese surpress the Chinese but treated the Malay friendly and even form a Malay army to defence againts the communist, but who is communist? At that time many Chinese were the communist, the root of hate were start from here, and Malays fear of get replace by the Chinese in the econimic, then is the 513 incident, the unequal policy, Chinese fear of forced to join muslim if married a muslim and etc. All of these caused the relation between this two race are always controvertial. In the movie Sepet that is a scene the Protagonists(Jason) friend try to persuade Jason the relation between him and Heroine(Orked) is forbiden. Which clearly potrait the mind set of Chinese about the relationship of the interacial couple. (See figure 8 ). Figure 8 Keong (left) advices Jason not to get involved in relationship with Malay girls. Yasmin Ahmad used the traditional perception of Malaysians and confronted it in her movie. It cant be denied that she used a very creative way to show the relationship between history culture and innocent love. Malay films seldom touch on taboo topics like alcohol, dog, prostitution, suicide, etc. Many of the Malay films only showed the good side. Much of the time, they are hindered by those issues. But Yasmin Ahmad used reverse psychology to bring out the negative issues, because there are many grey areas to investigate in Malaysian culture. The following are some of the taboos in Malay tradition that is shown in the movie Muallaf (2007). A Muslim woman who despaired on her marriage ended up taking her own life by suicide. Young Malays play and get drunk in a snooker room. An Islam teacher touched a dog on his way to mosque. A sincere Malay Muslim girl works in a pub at night. These issues are a challenge to the traditional Malay society. However, the tasks that she undertakes must be lawful from the point of view of Islam. She must not work as a dancer, a model, a barmaid, a waitress, a film actress, a musician, or a prostitute to sell her femininity in order to make money, even with the consent of her husband. (A. Rahman I. Doi, 1990:147). Yasmin Ahmads movies use the sensitive issues faced by Malays as a discussion. Talking about sensitive issues is very challenging, especially on ethnicity. But it depends on how the director presented it. How much can the audience accept it, based on the issues? Yasmin Ahmand film has a power of introspection, Yasmin Ahmad film dig into the confilct between ethnic group instead of try to avoild these sensitive issue like other, Yasmin Ahmad bring the conflict right into audience eye without beautify it, only with the simplest emotion of human being, a way that lead us to undestand empathy. Only when Malaysian strong enough to really face themselves, then we can form our Identity Honestly. The next case will be opposite of Yasmin Ahmad film.Yasmin Ahmad film represent the reality side of ethnic conflict, now we are going to see the Malaysian utopia. Nasi Lemak 2.0(see figure 9) is directed by a controversial public figure Namewee, who have temper the national anthem and content with rasict, critic to gorvenment and religion in 2007. The song Negarakuku drag the attention of public, Public reaction towards the song is split, Immediate reactions in the form of YouTube comments range from being critical, in fair agreement, support, attacks and threats towards Wee. He became One of the most haterd public figure by the Malay ethnic at that time. Figure 8 Nasi Lemak 2.0 Nasi Lemak2.0 is the first Malaysian film that did not target one of the three population groups as its audience. And succesfully hit 7million ringgit gross. The movie is have many plot that content the relation between the different ethnic for example: the bright non-Muslim students unable to enroll into universities, authorities bias in favour of Malays, Chinese educated citizens speak poor English, immigrants issues, Hang Tuahs unsolved identity mystery, English educated Chinese lack of confidence in speaking Chinese language, Kuala Lumpur a busy and unsettling city, some non-Chinese could speak better Chinese, mix of Indian and chinese song, and culture of Baba and Nyonya. Different with Yasmin Ahmad film, althought in Nasi Lemak2.0 there is still some ethnic conflict, but most of the time, it show a utopia of how Malaysia ethnic group interact with each other, and create a whole new kind of culture. The song Curry Neh (see figure 9 ) in the movie, mixed the chinese and indian culture, There is more example like, the Malay chef teaching chinese matial art Taichi at the park (see figure 10) or the chinese tradition song sing with english lyric(figure 11). Attempt to question why cant a specific ethnic learn the culture of other ethnic. Figure 9 Curry Neh Figure 10 Malay teaching Taichi Figure 11 Tradition Chinese song sing with English Lyric The film was success because the intereact of different ethnic causing resonance among the Malaysian, the way of acting and some humour about the Malaysias gorvernment or stereotyping of ethnic is what Malaysia face in daily life. The second film of Namewee is Hantu gangster (see figure 12). The film continue the style of Nasi Lemak 2.0. Hantu gangster attempt to send the message of Nation unity before 1970s, and question about why todays ethnic relation become worst. The film style is same with Nasi Lemak2.0 The idea is the same but only the story had change, there are many ethnic intereact like Chinese only understand Malay when it speak in chinese accent, a Taoist priest that know different religion style of exorcism, a parody of the 513 incident, and a Indian Party song with Malay, Mandarin, Hokkien, Tamil lyric, etc. These ethnic mixture is what Malaysian Interested, although reality might not be the same, but from the sucess of these film we can see the future that Malaysian persuit, the future that Malaysian image. Figure 12 Hantu Gangster 2012 Conclusion Malaysia is a young country, there is many thing we have to experience to understand what are we today, what will be out future. Today Malaysia is in a turning point, where the politic have a new Atmosphere which will directly influence the authority-definedsocial reality. And the development of internet, liberty of speech help people to understand their capability, have the way to stand up and express thier emotion and their story, i believe in the future, when the authority-defined and the everyday-defined have found a way to line up, Malaysian will no longer quetion their identiry. References: http://www.english.emory.edu/Bahri/Anderson.html (benicdic anderson)

Aquaporin-1 Essay -- Biology Aquaporin

Background Most modern biology textbooks will tell you that low-molecular-weight molecules like CO2, NH3 (ammonia), and urea cross cell membranes by simple diffusion. Some scientists postulate, however, that specific pores mediate this transport. A recent study conducted to further this hypothesis examines expression of the water channel aquaporin-1 (AQP-1) and its enhancing affect on CO2 permeation into cells. Why would scientists challenge the traditional simple diffusion theory? Two strong points of evidence led to this experiment: First, many cell membranes have a very low permeability to small molecules: The outer membranes of some gastric glands allow very little CO2 to enter the cell, while most frog egg cells have membranes that act as virtual barriers to the harsh materials present in their environment. If the simple diffusion theory is correct, diffusion of small molecules into cells should be an unregulated process. If diffusion is an unregulated process, how could some cells have a lower permeability to small molecules than others? Second, scientists have already found membrane proteins that facilitate the entrance of water and urea: While the UT2 protein enables transport of urea past the cell membrane, an entire class of membrane proteins called the aquaporins enable the permeation of water into cells. If small molecules enter the cell by diffusion, why would the cell have extra mechanisms to facilitate their entry? Any Questions? Q) What's this diffusion thing you keep talking about? A) Particles randomly flow from areas of high concentration (a lot of particles) to areas of low concentration (not many particles) until they are evenly dispersed. If you've ever put a normal cell in a c... ...ially exciting opportunity to manipulate gas transport rates lies in cancer research, where inhibiting the transcription of AQP-1 could be the key to killing cancer cells . Cancer cells release more CO2 than most other cells, so stopping these cell's abilty to extrude the gas to their environment would result in cell death. This example is one of many uses for the manipulation of gas transport, however, and the opportunities are endless. The idea that gas transport is actively mediated by the cell is a huge paradigm shift from the traditional belief that transportation is uncontrolled. Further studies (Cooper and Boron, Am. J. Physiol. In press) have proven the conclusion drawn from this experiment, and the search for pores that mediate transport of specific gasses has already begun. The diffusion dogma has been destroyed, and the textbooks will be re-written.

Prolonging Life Essay

Abstract This term paper will discuss Prolonging Life, death & dying, patients and their families as well as the removal of life support. This paper is also discussing the pros and cons, the debates. Prolonging Life is one of the debates we have had for centuries. Even when doctors say it is enough families still fight to prolong life. Death has ceases to be a private struggle but has rather become a public affair involving teams of physicians. Theirs is many different medical ethical issues involving prolonging life. For years families and hospitals have fought on how to treat critically ill patients. Some families fight to keep their loved ones alive and on life support, while some doctors well suggest other wise; and sometime it is also the other way around. Life support technology has advanced, allowing physicians to prolong lives in circumstances that were not possible before. However, Family members and legal proxies well be called to make a decision for those patients who aren’t able to speak or for those who are in a coma. Therefore emotional and ethical confusion often cloud the decision-makers mind and heart in these circumstances. Consider this scenario: An elderly woman of the age of 67 decided to write out her living well in which she clearly states she does not want to be resuscitated or be put on life support. Three days later she was rushed to the hospital for a critical heart attack which put her in a coma. There was nothing the doctors could do and was put on a ventilator. Her husband refused to take her of life support even when he knew about her living well. The doctors decided to give him some time to grieve and think about it. Three days passed with no hope of recovery for the elderly women and the doctors tried to approach the husband once again about his wife’s condition. He still refused to take her off life support. However the doctors gave him a few more days. By the end of the week the doctors decided to take her off life Prolonging Life 4 support. The scenario is one of many debates in which everyone would have their own opinions about. In which has happen plenty of time.

Guy Montag Change Essay

Change is a big factor of life, without changes we are like robots. Sometimes we change to adapt, change for a cause, change to be a better person, change for a better living, and some time change for fun. Similarly in the novel Fahrenheit 451 Ray Bradbury changes his main character Guy Montag throughout the novel. He uses other characters to bring changes into Montag’s life. Montag is a fire man, not a fireman who puts fire out rather who works under Captain Beatty to burn books, and houses. In the beginning of the movie he just follows order and burns books but as the novel goes he changes himself to be a better person. Firstly, Clarisse seventeen years old girl, Montag is introduced to in the novel bring several changes in his life. She teaches him how to love and express his thoughts. In the beginning he doesn’t think much to care about anything, but Clarisse teaches him love nature. He never even thinks let alone expressing his thoughts, But Clarisse changes him to look differently and to express them to change him to be a better person. â€Å"It’s just I love to watch people too much†¦ Sometimes I ride the subway all day and look at them and listen to them.† Second is Mildred, Montag’s wife who just watches T.V shows with her friend all the time. She was like the rest of the society, who was bored with life and tried to commit suicide. She sort of holds Montag back from changing, reading books. As his wife she had more effect on him than anyone else in the beginning.

Do You Have a One-Size-Fits-All Resume 5 Tips to Avoid this Fatal Error!

Do You Have a One-Size-Fits-All Resume 5 Tips to Avoid this Fatal Error! At a July 4th event, I was talking shop with another successful author, AnnaMaria Bliven. Her book, Work at Home with a Real Online Job, is about being successfully employed and working from home. Of course part of that success entails successful job applications. So she was excited to promote How to Write a KILLER LinkedIn Profile to her clients. Then our conversation turned to a related topic: â€Å"I wrote another book that might be of interest – How to Write a WINNING Resume,† I stated helpfully. â€Å"Oh, I’m not interested in a book about resumes,† she said. â€Å"Every resume needs to be unique.† I was surprised by AnnaMaria’s response. The idea that any resume book would advocate a cookie cutter resume was beyond my comprehension. But hearing this perspective, from someone who built her career helping people get jobs, made me think it’s important to clarify my philosophy: NEVER write a â€Å"one size fits all† resume!! Here are some tips on how to ensure your resume is targeted to the position you’re seeking and paints you as a unique candidate: 1. Tailor each resume to the job description. If you’re applying for two different types of jobs, you will probably need two different resumes that highlight different aspects of your experience and qualifications. Let’s say, for example, you are a registered nurse with management experience and you are currently pursuing an MBA. If you are applying for a â€Å"worker bee† nurse position, you will focus on the details of the types of procedures you know how to do with patients, and the different types of medical conditions you are familiar with. You might not include information about your MBA at all, and you would want to play down the fact that you created a wound care program at your hospital from scratch. In contrast, if you want to be a manager, you will highlight your managerial, organization and training skills, and downplay your ability to put in an IV. This strategy applies to every single profession and resume. We used it when we had a CFO who wanted to be an Executive Assistant, and she got the job. Currently, we have a client with an executive business background who is applying to be a house mother at a sorority. We are putting her sorority experience up front and center. If she had been applying for a VP of Marketing position, sorority experience would be relegated to the final lines of her resume. If you have just one version of your resume, it might work well for some positions, but you might also be futilely throwing spaghetti at a wall. It’s worth the time and energy to emphasize the things that will matter for each job application you send. 2. Use keywords from job descriptions. Part of tailoring your resume to job descriptions is using actual keywords and language from those job description. You might feel like you’re â€Å"cheating† but trust me, it works. Here’s a sample bullet from a job description for a Marketing and Sales Manager: Meets marketing and sales financial objectives by forecasting requirements; preparing an annual budget; scheduling expenditures; analyzing variances; initiating corrective actions. It’s easy to see how someone with the skills listed could put them in a resume bullet, ideally by tying them to a quantifiable achievement such as the dollar amounts of those marketing and sales financial objectives. But a resume with these keywords can only be truly valuable when the keywords are in the job description. Yes, this means you will be tailoring each resume to the job description. I wasn’t kidding. Yes, there is work involved in applying for jobs. It’s worth it. 3. Use concrete facts to describe yourself in the top section of your resume. As I discussed in my â€Å"New York, New York principle† blog, it’s important to write a summary of yourself at the top of your resume that could not have been written by anyone else. This section is your opportunity to brand yourself and state your USP (Unique Selling Proposition). I’m not sure when it became customary to use vague, general, or even flowery language in a resume summary, but I’m telling you now, it is not helpful! Instead, list some big name companies or clients you worked for, a specialized skill you have, and a big result or two. The person next to you can be â€Å"results-oriented† and capable of â€Å"cross-functional leadership.† But how many of them worked for Coca-Cola and launched one of its most successful product lines? If you leave the most impressive pieces of your background for the Experience section, you are leaving money on the table. 4. Use professional formatting techniques. If your resume looks like the one your college career office helped you write, it’s time for a refresh. Look into the many formatting tricks that will bring your resume into the modern age. Possibilities include nicely designed headers (for sections like Profile, Experience and Education); bolded sub-headers; text boxes, charts and graphs; and varied font styles (within reason). Be careful to keep your format within the standards for your industry. For instance, financial and legal resumes are more conservative format-wise than biopharmaceutical executive resumes or sales resumes in general. Create something that you feel represents you and that is in line with your industry standards. Important: if you are sending resumes through computerized Applicant Tracking Systems, they might not recognize text in a text box or table. Format a separate document that you’re confident will pass through the ATS. 5. Vary your language. If you start every bullet with â€Å"Increased† or â€Å"Managed,† you will have a hard time keeping your readers’ attention. Instead, use a variety of verbs like â€Å"Boosted,† â€Å"Pushed,† â€Å"Grew,† â€Å"Raised,† â€Å"Expanded,† â€Å"Directed,† â€Å"Trained,† â€Å"Supervised,† and more. Sprinkle these verbs throughout your resume and your reader might not even realize what is keeping them reading past the first six seconds! Seeking more resume resources? Check out How to Write a WINNING Resume, by Brenda Bernstein, or Resumes for Dummies, by Brenda’s mentor, Laura DeCarlo. Do you have other ideas of how to make your resume unique? Share them below!

Nike in Vietnam Case Study Essay Example

Nike in Vietnam Case Study Essay Example Nike in Vietnam Case Study Paper Nike in Vietnam Case Study Paper Nike, Inc. is the world’s leading innovator in athletic footwear, apparel, equipment and accessories. Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry. Nike Employees Nike Employee Networks are designed to help Nike move toward greater diversity. In the U. S. , six employee networks focus attention on important communities within Nike. The intended role of each network is to foster professional development, enhance work performance, identify mentors, assist in recruiting diverse professionals, develop increased community interaction, and encourage improved teamwork and interaction within and across work groups. Location The Company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. Nike has been criticized for contracting with factories (known as Nike sweatshops) in countries such as China, Vietnam, Indonesia and Mexico. Vietnam Labor Watch, an activist group, has documented that factories contracted by Nike have violated minimum wage and overtime laws in Vietnam as late as 1996, although Nike claims that this practice has been stopped. As of July 2011, Nike stated that two-thirds of its factories producing Converse products still do not meet the companys standards for worker treatment. It serves an area worldwide with its products. It has also been investigated into the claim of child labour in Pakistan. Benefits for the company and the country of origin The company employs 650 000 contract workers worldwide at relatively low labour costs. Because of the early decision to manufacture shoes in Asia allowed his company to enjoy lower labor and production costs, Nike was able from the outset to produce highquality athletic shoes at competitive prices. Nike’s presence provides an influx of U. S. currency with which host countries can buy the imports, such as high-tech equipment, that are critical to economic and cultural development. Drawback for the company and country of origin The Global Economy- when the global economy falls, so do the sales of the company, therefore they make less profit and then eventually have to lose employees due to not being able to pay them, this would then have a negative impact on the host country as they would not have as much money going back into the economy. Organisational structure – when the company grows and expands overseas, this often means that a lot of the original structure and control can be lost. Working on a global level- the advertisements for Nike didn’t first work in all cultures as they had different meanings to different people, this then led to Nike changing the advertisements to fit in with the local culture to appeal to a global market. The Nike Foundation (a social benefit for the host country e. g. Brazil) Absolutely everything Nike does supports the Girl Effect: the unique potential of 250 million adolescent girls to end poverty for themselves and the world. Nike believes in the power of unleashing human potential – on the field, on the court, and in life. At the Nike Foundation, they take the power of potential to a new playing field to combat one of the most pressing issues of their time: global poverty. When the Nike Foundation started in 2004, it sought the best investment with the highest returns. They traced the symptoms of poverty back to their roots, and it led them to an unexpected solution and a catalyst for change: adolescent girls. There are 250 million adolescent girls living in poverty in the developing world. That’s a quarter of a billion girls aged 10-19 living on less than $2 USD a day. When a girl in the developing world realizes her potential, she isn’t the only one who escapes poverty she brings her family, community, and country with her. It’s a leverage strategy that can’t be beat. That’s why adolescent girls are an exclusive focus. Investing in a girl stops poverty before it starts. Many girls migrate from the rural areas of Kenya to the city of Nairobi in search of opportunity. But quickly, these girls find that opportunities are limited. With no education and no prospects, often, she is left with her only asset: her body. The Nike Foundation however, meant that girls could go into employment legally and safely. This then benefitted the host country as there was more legal employment and less spread of illness or disease. Benefits for the host country Increased education levels as girls are being educated to work rather than using her body to earn money, therefore better jobs can be found and therefore more money can be put back into the country. The increase in the level of jobs can provide better employment for people living in that country therefore increased money put back into the country. Drawbacks for the host county As many young girls are moving to the city to find employment in these factories, the population left in the rural areas is ageing. This means that less work will be able to be done and is known as a ‘brain drain’ where all the talented young people move out of an area in search of job opportunities. The building of infrastructure to attract the TNC can end up costing the host country a lot of money, possibly more money than the GDP; therefore the country may end up in debt and then become unattractive for money lenders.