The History of 3

Chesapeake Bay Environment Protection

Chesapeake Bay Environment Protection Introduction The world is a host to many different types of people with different backgrounds and holding different cultural views. Therefore, it necessitates formulation of rules and regulations, which are intended to help these individuals to conduct them in a way that will maketheir life simpler and sober (Kerwin Scott, 2010).Advertising We will write a custom case study sample on Chesapeake Bay Environment Protection specifically for you for only $16.05 $11/page Learn More This is done by establishing administrative policies. As such, administrative policies are those rules created in an organization aimed at guiding the company’s overall performance and as such, the company ensure that the organization archive its targeted milestone. These rules are usually made by the organization officials to help the subordinate or the outside world to perform as required. As usual, these rules always restrict the performance of a person. As such, rules give guidance to a person, that is, to act according to the main goal of an institution or country. The notion of the rules leads to easy operation and quick achievement of the goal (Kerwin Scott, 2010). Thesis Statement The purpose of this paper is to describe the relationship between a bureaucratic or an administrative policy and a legal or ethical dilemma, strategy or innovation. Discussion The difference in perception of people concerning the rules creates a dilemma whereby, one is unable to choose from the set rules concerning what course of action he should take in order to have the same performance. The confusion created makes the goal unrealizable. Moreover, these dilemmas delay the performance of an organization. In order to achieve any set goal, some strategies have to be established in an effort towards ensuring that, everyone in the organization is informed and that every employee abides to the statute (Trimble, 2011). The generated strategies need to be known by everyone. T his in turn will ensure that, focus on the set goals is shifted from in individual point of view to a group point of view. The ethical dilemma brought about by the administrative policies tends to make people to act against their will which may bring contravene of oneself. This is a great challenge, which an organization needs to address in an effort towards bringing everyone on board into a consensus regarding matter pertaining to his or her performance (Trimble, 2011).Advertising Looking for case study on environmental studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More As to comprehend the relationship between the set rules and the dilemma, which result from their perceptions, it is necessary that one focus on the Chesapeake Bay Environment Protection. Chesapeake Bay is a bay in North America. It is greatly spread in areas around Virginia. Due to the favorable environment around the Bay, the area is highly inhabited (Ferrier , Jenkins, 2009). The approximated number of people who live on the banks of the Bay is about 4.7 million people, this, therefore pose as a great risk since it is likely that the people living there will destroy the not only the immediate environment but also the water in the ocean. Therefore, the government had to create rules and regulations to control the activities that were to take place in this region (Ferrier Jenkins, 2009). The prevention of water pollution was made possible through a rule that controlled the amount of pollutants discharged into the ocean by the players in the manufacturing industry. (Thomas Copeland, 2008) conducted a research and it followed that, according to their findings, the pollutant pose as a great risk to the aquatic plants and animals. As such, the pollutants affected the water such that it could be used neither for domestic purposes nor for leisure. The erosion from the lands, which used nitrogen and phosphorous manures, were directly affectin g the appearance of the ocean because it accelerated the growth of the aquatic plants, which eventually died due to excessive growth, that is, they grew in such a way that, they competed for the available nutrients and therefore most of them died (Thomas Copeland, 2008). The deposition of the dead plant materials on the surface of the water acted as barriers to the penetration of sunlight into the water. Sunlight being a necessity for the survival of plants and the animals, the reduced intensity has a negative impact to the ecosystem in the ocean (Thomas Copeland, 2008). The government passed a rule such that, for a person to discharge the pollutant into the Bay’s waters, one should obtain a permit. This regulation can be said to cause an ethical dilemma whereby, it leaves the people around this area without an idea on where or how to get rid of the waste products from the factories or even how to deal with the issue of fertilizer. The tremendous development within the area around the bay has caused great change of the landscape. The construction of buildings, as well as leveling off the ground to build roads has resulted to large mass of sediments being carried into the ocean by water (Thomas Copeland, 2008). Consequently, this lowers the water level or the ocean bed. This therefore has fatal ending as the life of those aquatic animals, which cannot survive in shallow waters, are placed in jeopardy.Advertising We will write a custom case study sample on Chesapeake Bay Environment Protection specifically for you for only $16.05 $11/page Learn More This indeed proves that there a great risk in the world loosing it indigenous aquatic animal species, particularly, the rare fish. From all this observation, the government had to come up with rules to restrict or control the methods of building and construction. As usual, the dilemma involved here is that, people have to build specific type of houses as directed by the government but not according to his desire. The environmental protection agency decided to set rules and regulation, which were to be followed by people residing within the countries surrounding the Bay. As such, these rules were designed for the governments and from that point, the governments would then impose them on its citizens. In fact, these rules were drafted and gazzeted incorporating the views and the contributions from the inhabitants. To elaborate this, each country’s residents were given chance to say what they thought could be the best rules. They were encouraged to find those views that were beneficial to them and at the same time, help in conserving the environment (Galloway, 2002). It became mandatory that the oil and gas companies or investors within the energy sector had to obtain a permit from this organization. The licensing body had to inspect the proposed sites and as such, they ensured that these energy firms are situated in the right place. Further, it required the firms to install waste disposal pipes so that, the water system was not interfered with. Consequently, this initiative gave rise to the development of the Energy policy act, which helped in ensuring that the rule is strictly followed. The plans, which are made by the environmental protection agency, are very positive and as such, they aim at helping the actions towards conservation of the environment. The organization aims at helping the farmers around the Bay to produce or to plant crops, which are of short seasoned and hence avoid bare land seasons. This will help to reduce soil erosion and assist greatly in mitigating the death of aquatic animals. The EPA also aims at providing a report on an annual basis concerning the ocean toxicities (Galloway, 2002). This will in turn create awareness to the residents in regard to the risk they are posing unconsciously. Moreover, it assists in helping individuals recognize the progress of their intended goal that is, reducing toxicities o f the water. Since this is a public issue, they also have to strictly deal with those individuals, who have a tendency of going against the set rules. Consequently, this measure provides a lesson to those who might be holding such motives.Advertising Looking for case study on environmental studies? Let's see if we can help you! Get your first paper with 15% OFF Learn More The organizations is also aiming at teaching the people on the importance of clean water and inform them on the risk cropping up when people neglect their environment. This will make the residents to join hands in fighting against pollution and instead conserve the Chesapeake Bay. They will achieve this through collaborating with investors and the government in order to reach many people (Galloway, 2002). The regulations established by the environment protection agency may appear unfavorable to everyone and as such, this serve as a dilemma as some people perceive the rules as cornering them and therefore, they tend not to abide to them. Therefore, the organization need to hold training workshops in order to assist such people in understanding what people are doing and the objective of the project concerning the conservation of the environment. The agreement created between; the environment protection agency, the countries around the Chesapeake Bay, and the people leaving around thos e areas has an influence on the people’s ethics. The reason for this is that, it has helped people understand the benefit of the environment and therefore, making them to development an attitude of responsibility. Concerning their countries of residence, the agreement makes them to develop a concern in regard to their surrounding and hence they come to realize that, reduced economic growth is a consequent of destroyed environment. Still, they come to understand that it takes a great deal of time and resources in an effort towards rejuvenate a destroyed place (Galloway, 2002). Conclusion To conclude this discussion, the environment entails very vital resource Individuals ought to ensure that the environment is maintained in its original state. This is because, when one element of our surrounding is affected, it follows that very many elements are affected too, either directly or indirectly. Water being the main source of life, there is great need to ensure that we do not exhau st or infect the water resource. Having seen some of the causes of water pollution people need to reduce the use of manure in their farms, to always plant crops to prevent sediments being carried to the water catchment areas of which otherwise could pose as a great risks to aquatic animals. Let us preserve the environment since it is a non-renewable resource. References Ferrier, R. C., Jenkins, A. (2009). Handbook of Catchment Management. Hoboken, NJ: John Wiley and Sons Galloway, J. (2002). Optimizing nitrogen management in food and energy production. London, UK: Taylor Francis, Kerwin, C.M., Scott, R. F. (2010). Rule Making: How Government Agencies Write Law and Make Policy. (4th ed.). Washington D.C: Congressional Quarterly Press. Thomas, S.V., Copeland, C. (2008). Water pollution issues and developments. Hauppauge, NY: Nova Publishers Trimble, D.C. (2011). Environmental Protection Agency (EPA): Congressional Testimony. Collingdale, PA: DIANE Publishing

Strategic Operations for Business Development Literature review

Strategic Operations for Business Development - Literature review Example The processes involved within the food retail and service industry are complex and the amount of waste produced presents a sustainability challenge because of the environmental impact which is has. There is need for the operators within the industry to adopt sustainable operations in order to meet the existing regulatory and sustainability objectives. The sustainability of operations within the food retail and services industry in the UK has been increasingly becoming necessary as the industry continues to grow and expand. The diminishing resources like energy have necessitated the adoption of sustainable sources of energy within the industry in order to cope with the every growing demand. With the introduction of technological processes within the industry, the consumption of energy continues to become an issues of concern. Various aspects of the business operations have become affected and the sustainability challenge ought to focus efforts to the most affected areas. This should mainly be undertaken through the establishment of regulations and control within many business processes involved within the industry in the effort of implementing sustainable operation. Despite the adoption and implementation of different sustainability approaches, the pressure upon the entire industry continues to increase as a growing world population increases demand for the products within the industry. Increased production becomes necessary and this results in the industry exerting pressure upon the existing resources, while generating more waste and consuming more of the limited resources. Disposal challenges for the generated wastes have become imminent within the industry with the increased environmental concerns, the regulations existing in the waste disposal aspect of the environment continues to increase the need for the industry to become accustomed to sustainable business operations. The sustainability challenge in the food industry ought to focus on meeting

Community Population Health Issues Research Paper

Community Population Health Issues - Research Paper Example These include, alcohol related deaths, wide spread health disorders, chronic diseases, alcohol related road accidents, domestic violence, reduced productivity in the community, deteriorating levels of education, and social disorder. In addition, the treads of alcohol consumption is also a demerit arising from this health issue in my community. Sadly, these alcohol related demerits spread over to the family and relatives of the alcoholic. As such, the alcohol-drinking problem equally propagates marital problems, cases of child abuse, and criminal activities as people seek to satisfy their addiction. Notable, is the fact that the few women who take alcohol while pregnant manifest adverse effects creating health and social disorder in my community. As such, alcoholism is the top public health issue in my community and warrants quick address. Nevertheless, it is disputable that alcoholism sprung in my community due to lack, quality, and access of health care. Indeed, the habit to indulge in alcohol is usually a personal decision among the adults or the effect of peer pressure among the youths. However, we lack enough well-established health and rehabilitation centers to address this problem. Indeed, there is little community awareness on the effects of alcoholism in my community and everybody is a witness to the prevalence of this problem. As such, various agencies can assist in addressing this issue. They may include the government through relevant agencies, non-governmental organizations that deal with drug and substance abuse campaigns, the police, the traffic department, counselors, and rehabilitation centers. These agencies and discipline forces can achieve this by undertaking a community mobilization initiative to create awareness on alcoholism and its adverse effects (National Center for Biotechnology Information Web). To curb alcohol drinking among students and other teens, the

The layout and operation of a piston engine Assignment

The layout and operation of a piston engine - Assignment Example 1. Stationery parts These include all parts that hold the engine in place and resist the motion of the entire structure due to moments created by the dynamic moving parts. Source: Griffiths Denis, 1997 It also houses the jackets for the cylinder cooling system and the sump for storing the engine lubricating oil. Some of these parts include (i) Bed Plate- The main functions of the bedplate includes providing a support for the main engine bearing and provides a cover space for the lower portion of the crankcase. The sump for the lubricating oil is also contained in this area. (Anderson Henrik, 2007) (ii) Main Bearings- This supports the crankshaft and takes up the load that is transmitted from the piston onto the crankshaft. Explosions or unequal generation of torque can affect the bearing severely which can be easily replaced thus preventing replacement of the entire crankshaft.( Calder Nigel, 1987) Source: RTA84T Sulzer Engine, 2004 (iii) Frame- This houses the entire upper portion o f the crankcase and provides stability to the cylinder block. In marine engines these are also referred to as the ‘A’ Frame. ... ource: RTA84T Sulzer Engine, Liner 2004 (vi) Cylinder Heads- This is the top portion of the cylinder liner and seals the liner thus creating a confined space required for combustion. (vii) Valves or Ports- The function of valves or ports is to allow the entry of fresh air required for combustion and to allow the exit of exhaust gas after the combustion is over. Valves are an additional entity usually housed on top of the cylinder head while ports are holes and openings situated on the cylinder liner which open or close according to the position of the piston skirt with respect to the cylinder liner. (Calder Nigel, 1987) 2. Moving Parts (i) Piston- The face of the piston acts as the other end of the confined space in which combustion occurs. The piston slides in and out of the cylinder contributing to each stroke of the engine. To prevent metal to metal contact between the liner and the piston sides a small clearance is maintained; the sealing achieved by a number of sealing rings hou sed in grooves at the upper end of the piston. The sealing ring prevents the air or exhaust gas from passing on to the underside of the piston. The bottom end of piston is called the ‘skirt’ while the upper portion is called the ‘crown’. Source:RTA84T Sulzer Engine,Pistons, 2004 (ii) Connecting rod- The connecting rod can be construed as a bar which has bearings at both ends. It acts as an interface between the piston and the crankshaft. The thrust developed on the piston is transmitted to the crankshaft via the connecting rod. (Anderson Henrik, 2007) (iii) Connecting Rod Bolts- The connecting rod connected to the crankpin of the crankshaft has a split bottom end. This split end is held in place by these bolts. (iv) Crankshaft- The reciprocating motion of the piston in the cylinder

Marketing Plan For Tyrrells Potato Chips Marketing Essay

Marketing Plan For Tyrrells Potato Chips Marketing Essay The market for potato crisps in UK is a competitive market. It is very difficult to enter this market. Walkers is the biggest snack company in UK. There are also many competitors from domestic and international. For example, Pringle is a strong competitor for chips chips market. The recources, suppliers, buyers and customers were control by these big chips companies. However, the Tyrrells Potato Chips did. Since 2002, Tyrrells Potato Chips started to focus on a niche market of potato crisps; namely, the Premium Crisp market focusing on more affluent customers. The growth of the company is important for the companys owner. Tyrrells Chips is in a niche market, the chips are produce for specific group of customers. Therefore, the company need to meet these customers unique need. Firstly, customers from the higher social grades are slightly different from other general customers, they tend to spend more on better quality food. Tyrrells could use quality control to ensure their product meets a high standard and develop Tyrrells Potato Chips flavours. In addition, they need to find out more flavors of the chips, then evaluate which one can be accepted by these higher social grades customers. For example, develop the flavour of foie gras might more attractive for these customers than develop flavour of pork rind. The customers from higher social grades care about their health; especially female customers. The reason of this is ladies are more conscious of their weight and size. Customers who from higher social grades have more social events and formal meetings with people form the same grades. Tyrrells customers also need to care about their public images. That is a reason that customers from higher social grades usually do not want to try crisps. Therefore, Tyrrells Chips need to be produced by lower oiled and lower calories. The company need to develop the technique to produce a much healthier product. The Tyrrells Potato Chips customers are much more discerning buyers. Therefore, the company need to build the brand. Improve the customers loyalty of the brand. Though attract customers to join Tyrrells culture and build trust with their customers. In fact, regular customers is the most important group of people that Tyrrells should make. To Tyrrells, find out a solution that keep their customers consume Tyrrells Potato Chips regularly is more important than set a strategy that attract new customers. Branding is an important part of continued customer trust; however, the strength of retail brands is such that it is more and more difficult for newcomers to compete. Burt (2000) argues that grocers own brands are at least equal to those of manufacturers brands  [1]  . Therefore, Tyrrells needs to get their brand more recognised in order to compete in this tough market. Furthermore, these customers also need their foods have a premium price, in order to demonstrate their social grades. These customers prefer their foods are different from ordinary customers, they will not like to choose the same thing with ordinary customers, for example, Walkers crisps or Nandos Hot Peri Per. They want to choose something with premium price that can show their unique taste, even though the difference is so slightly that people can hardly recognize. Secondly, Tyrrells Potato Chips company still need to let their customers know what they really want customers know. The company should especially show their particular way to produce the chips. Including promote the advantages of Tyrrells Court Farm, which in the heart of the Herefordshire. In addition, how these advantages could influence the chips quality. Tyrrells also need to particular advertising their farm, which is local, reliable, and safe. The company also can let their customers know about their especial way of the hand-made chips, include which steps of the chips-making process are make by hand, in addition, why the company prefer hand-made rather than machine. For example, hand-made chips can ensure the chips thickness mostly the same, hand-made can also make sure the flavor is well mixed. Tyrrells could emphasis they are healthier food. They can show the science and technology research department, and assembly department though advertise. Furthermore, low fat, low oil, low calories need to be emphasised of the advertising process. The company also the feedback of the customers. Tyrrells customers usually come from higher social grades. These customers are sensitive, if these customers feel dissatisfied of the chips for several times, they might never buy Tyrrells again. The worse thing is, these customers might communicate with their social circle, it can make bad impressions for other customers. To Tyrrells, using price skimming strategy and focus on service can hold more customers from higher social grades. Finally, Tyrrells could through test the market to forecast the trend of the market. For Tyrrells, test the market seems the best way to know their new product can be accepted by their customers or not. They can test their new product in the best-selling place, for example, the test results from London Harrods, Selfridges and Fortnum Masons are more reliable than the results from Tesco Express. Task 2 To be a competitor in the chips market, Tyrrells need to seek the niche market of all the chips market. For this reason, Tyrrells Chips have to develop something that different from other competitors. Tyrrells market positioning is the particular chips for customers who from higher social grades or the discerning buyers. Thus, developing long-term relationship with these customers, improving customers loyalty and increasing the regular customers should be taken into account. As a firm that consider to construct a long-term strategy and structure, further develop long term customer relationship and equally long-term value with its customers, Tyrrells Chips might need to use marketing mix. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.  [2]  Marketing mix could be suggested to Tyrrells Chips who depends on customers. Elements of the marketing mix are often categorized into Four Ps; Product, Promotion, Place and Price. Firstly, Tyrrells need to focus on their product: product is the most important thing in Tyrrells sale strategy. The firm have to control their chips quality and to invest in technology. Undoubtedly, Tyrrells customers want the chips can be the best chips in the market. They need the chips healthier. Thus, Tyrrells have to ensure their chips with much less oil, fats and calories. In addition, for Tyrrells niche market, service is another important element in product. Building closer relationship with customers can improve customers sense of regard. Tyrrells customers belong to higher social grades, these customers society are more refined and courteous. In this situation, service can be the most influential element to keep excellent customer relationship. For example, some customers might worried about the bad small with they speak after they have chips, in this situation, Tyrrells could put gum inside the chips package to solve this problem. Furthermore, Tyrrells should pay attention on packaging design. Customers who can buy Tyrrells Chips are discerning buyers, therefore, Tyrrells should use the package design to attract these customer. Classical type design should be the best choice for Tyrrells. These customers have their own standard and preference of aesthetic. Classical design might be the safest way. In the other hand, Tyrrells should extend their vision. It is beneficial for Tyrrells to develop new product, rather than only produce chips. The firm can expend their product line. Other snack foods can be developed with the same way. For example, some people might not like eat chips because the crisp sound, this sound can make other around people feel uncomfortable and disrespect. To make sure customers can taste Tyrrells anywhere, the firm can develop other puffed food with less sound. Secondly, Promotion should be taken seriously. It is necessary for Tyrrells to promotion themselves. Promotion is the effort to inform and persuade potential customers in order to accomplish the sale of the product, services, or ideas.  [3]  The core of promotion for Tyrrells is building brand awareness. Advertising might be the best and commonest way to promote Tyrrells Chips. The firm can advertise their product by TV, poster and other mediums. TV advertise might be the most widely way to promote Tyrrells Chips. However, TV advertising also have its disadvantages. Normally, luxury brands and other brands for higher social grades customers resist TV advertising. TV advertising is normally for mass market. Contrarily, Tyrrells target market is niche market. Thus, the firm should avoid using TV advertising to equate with cheap brands. Advertising with luxury or fashion magazines could be batter for Tyrrells. To link with these luxury brands inside the magazines, Tyrrells can improve their brand level. To co-operate or to sponsor relevante events is another way to promote Tyrrells Chips. Inviting customers to these events can show these customers more about Tyrrells. Tyrrells also can invite their customers have a family travel to the Tyrrells Court Farm, which in the heart of the Herefordshire countryside. Families can relax in the countryside, it is a good opportunity to promote Tyrrells culture to their customers. Firm can show how the potato have been planted, and also can show how the chips have been made by hand. This can build customers brand loyalty. Thirdly, Tyrrells Chips need to find out the place that is suitable for their market positioning. Tyrrells customers may not like to purchase chips in supermarkets like Tesco, ASDA, Morrisons. Luxury stores is more suitable for Tyrrells, for example, Selfridges, Harrods, FortnumMasons and Harvey Nichols. These luxury stores focus on the same grades of customers with Tyrrells. Therefore, customers in these luxury stores customers can be the target of Tyrrells. Another important tool that Tyrrells use is key account management. A simple definition of key account management is developing the nature of the customer relationship in order to enhance understanding and to identify the true opportunity; aligning the business resources to act on that enhanced understanding, in order to secure competitive advantage and to enhance profitability.  [4]  Using key account management to develop a closer relationship with key customers. Chips market is a market that strong dependence with big customers. Building a close relationship with these customers is very diffcult to start, however, when everthing get on the right track, it is very beneficial for Tyrrells to make a long-term strategy. Tyrrells should using this tool to build a close relationship. Tyrrells can not sell their chips in open market, or sell it by them self, they need to sell their pruducts by Harrods, Selfridges, Fortnum Masons, etc. Tyrrells should develop closer relationship with these customers with . Firstly, communcation should be emphasised. A successful communication can get information quicker and more efficient. Using new techinology to make communication more efficient is suitable for Tyrrells. For example, virtual communication tools can achieve communicate with these key customers from internal, rather than just sale department communicate with purchase department. Secondly, Tyrrells need to fulfill these customers need and response more quicker. Offer tailor-made services and products can close relationship with these big customers efficiency. Finally, feedback should not be ignored. Receiving feedback from internal of customers can detect how good that the strategy be done. When receive feedback from key accounts, can also make relationship one step forward. Tyrrells can also offer their products in transport. For example, business premier of Eurostar could be the first place to offer their chips. Tyrrells can also offer their chips in airline first-class, as a local airlines, British Airways and Virgin Atlantic can be the best choice to build partnerships. In addition, the food guide books in airplanes or trains in the first class can also promote their product as well. Finally, price might last important for Tyrrells. However, Tyrrells also need to control the price relevant with the market. Price also need to be taken seriously because price is the most intuitive factor to show Tyrrells Chips market position. Tyrrells through control the price to attract their target customers. Even though Tyrrells customers are less care about the price, Tyrrells Chips also need to connect the price with its worth, after all, price is an important factor in market economy. Task 3 Since 2002, Tyrrells Chips make a huge successful in crisps market. When Tyrrells enter crisps market, the niche market that Tyrrells need to focus on is premium crisps market. At year 2002, when Tyrrells Potato Chips enter the market, premium crisps represented about 21% of the total crisp market, but by 2007, five year later, premium crisps represented 29%  [5]  . That show the successful of Tyrrells enter the market, even it is difficult to enter, Tyrrells also take a position in the premium market. Since 2002, Tyrrells try to attracted new group of consumers. Tyrrells found out a specific way to produce and promote their chips, higher quality, and higher society grades. The eaters were changing from males to women who preferred low fat crisps.  [6]   From the year of 2002, Tyrrells enter crisps market as a fresh. The company operated very well in their target market. However, Tyrrells still weak of capital accumulation, 5 years past, Tyrrells still is a small company that offer products and services for small customers. Tyrrells did not expanse their target market, thus, it is difficult to increase their profit. Without capital accumulation, Tyrrells did not have enough budget to improve their products, services and promote. Moreover, it is very difficult to invest for the future. The firm also have no enough budget of market expansion. Inevitably, Tyrrells would be bought by investment group. Task 4 To build personal relationships with customers, Tyrrells need to focus on approach relationship marketing. relationship marketing orientation is more modern approaches relating to marketing orientation, have suggested a relationship marketing approach. this recognized the importance of retaining existing customers and developing relationships with stakeholder groups( e.g. suppliers, distributors, etc). the theory is based on the premise of building a relationship as opposed to simply generating transactions.  [7]   Relationship marketing is an approach that developed to improve transaction marketing. According the definition, the relationship marketing emphasis customers relationship and satisfaction, rather than a dominant focus on sales transactions. For Tyrrells, build personal relationship with customers need to be taken seriously. Communicating with customers is the best way to know customers needs. Further, in Tyrrells relationship marketing strategy, the firm should use bilateral communication rather than unilateral communication. It is beneficial for Tyrrells to share and communicate information with customers. In addition, Tyrrells need to co-operate with others, which can achieve win-win situation. The aims of co-operation is increase interest of every parts of chain rather than harm others interests. Tyrrells can achieve more via co-operating with others. Furthermore, emotion is another factor that influence relationship marketing. Relative to material needs, the firm also need to satisfy customers emotional needs. Tyrrells need to meet customers both material and emotional expectation in order to achieve customer satisfaction. Finally, people are different. Firm should develop a closer relationship with different personality by different solution. For example, developing closer relationship with women Tyrells. The women need to feel connected to the brand. This can be done with personalised electronic communications. It can make women feel more like a family than just transaction. However, developing closer relationship with men should communicate shortly and with points. Concise conversation can let gentlemen feel comfortable. Tyrrells also need to track customers attitude immediately. To develop immediately feedback from customers in order to control the relationship with customers. The major problem and core aim of relationship marketing is how to keep customers. Building customer loyalty is the main topic of relationship marketing. How can Tyrrells get customer loyalty in relationship marketing? Three easy step to achieve this. Firstly, seeking target customers needs. Firm need to analysis customers needs, and conclude client satisfaction. High quality of products, friendly services and comfortable shopping experience are which the factors might influence Tyrrells customers preference. Focus on customers satisfaction can bring tangible( returned customers) and intangible assets( promote firm to others). Secondly, fulfill these needs and ensure customer satisfaction. Tyrrells can achieve customers satisfaction with these ways: providing high quality and satisfactory products and services, providing additional benefits and providing efficient communication approach. For example, customers may not satisfied current little flavors, when Tyrrells got this information, then the firm need to develop more flavors. Finally, for Tyrrells niche market, the essence of market competition is how to keep the customer resources. To keep existing customers is more important than attract new customers for Tyrrells. Thus, building customers loyalty can bring lots benefits. In relationship marketing, the main problem is how to build and keep long-term and interdependent relationship with customers, suppliers or distributors. Therefore, Tyrrells need to communicate with others initiatively. This can share the information quickly, in addition, firm can provide services to their customers or solve the problems with suppliers and distributors. Finally, firm need to perform their promises and commitments. It is very difficult to build trust relationship in market behaviour, because all the firm in the market want to maximum their profits. However, Tyrrells is in a niche market which offer chips for higher society grades, these customers usually shopping with consumption inertia, thus, how to obtain customers trust is more important for Tyrrells. Usually, fulfilling commitments can achieve high degree of mutual trust. If the firm promise to their customer, therefore, no matter what happend and how hard to achieve it, Tyrrells have to perform this promise. Even though sometimes Tyrrells might get loss, as return, it can increase customers trust and loyalty. Task 5 As a rapidly developing company, Tyrrells need to invest more in promotion. To be a competitive company in this modern society, Tyrrells Potato Chips should build brand awareness. In the year 2009, a French luxury fashion design label Christian Lacroix prepare to bankruptcy. French design house Christian Lacroix has reportedly filed for voluntary bankruptcy as the label seeks to protect itself from an onslaught of creditors  [8]  At the same time, another luxury fashion design label Christian Dior still made considerable net income 796 millions Euro in 2008  [9]  . Even though people believed economic crisis is direct cause for the CL bankruptcy, however, other luxury labels like CD, Chanel, etc. still can made profits in that year. CL can design the same quality of dress with CD or Chanel, some time CLs design may more beautiful than others. However, the unsuccessful promotion is another main reason of CLs bankruptcy. Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.  [10]  Shortly, the main objective of promotion is let firms target consumer know the brands which firm want consumers know. For Tyrrells, promotion can be achieved through various ways. As a famous chips manufacturer, Tyrrells should promote their chips brand in any relevant domains. For example, to be a sponsor of The Royal Welsh Show. Through sponsor for these show, Tyrrells can promote their business philosophy. healthy, premium and skilled. In addition, Tyrrells also can host society events, through communicate with consumers, to promote firms philosophy. Advertising is another communication tool that deliver messages to customers. As a main communication tool, advertise is a good way to promote the brand, also a effective way as well. Coca-Cola has long been recognized as the worlds most valuable brand. Its current value: $55 billion.  [11]  Advertising is an important factor that help Coca-Cola achieve this. In every Olympic Games, Coca-Cola will advertise their brand. In Atlanta 1996 summer Olympic, Coca-Cola advertised in any relevant area. The third quarter of 1996, Coca-Colas sale revenue increased 21%  [12]  . At the same time, as Coca-Colas biggest competitor, Pepsis profit decreased 77%  [13]  . This is a good instance for Tyrrells, Tyrrells should not content of current advertisement. Tyrrells can advertise on famous food magazine, like Restaurant Magazine. Luxury fashion magazine should be considered as well, Harpers Bazaar and Vogues could be good choices. In addition, invite gastronome and celebrity endorsements is another good way to advertise Tyrrells Chips. Even though Tyrrells do not have a big budget, they still need to highlight their advertising strategy. Omnipresent adversting is not very suitable for Tyrrells. One thing Tyrrells need to do is to aim their targets, key customers, affluent customers. It is more useful to adversting the point rather than adversting wide. Public relations is a communication tool that the firm use to building trust with public. The main mission of PR is how to maintain firms healthy image. Firstly, to be honest or at least let public think you are honest. Integrity is an important element for confidence-building. In the year 2009, Toyota was the largest car manufacturer in the world  [14]  . When customers complaints about Prius break problem and Toyota decided to repair those cars, it was already too late, Toyota lost the trust from consumers. Putting aside political factors, unresponsive public relations department might put the last straw on Toyota, to pull the firm into this passive situation. This is a bitter lesson for Toyota, however, Tyrrells can learn a lot from this case. Tyrrells should communicate with customers more efficient. Public relations department should receive the public problem Immediately. Then control and solve the problem as quickly as they can. Public trust is very easy to loss but hard to get, therefore, PR department should good at controlling the problem and make sure it will not be proliferated. Finally, Tyrrells should good at using a communication tool called internet marketing. Marketing on the internet is slightly different from real world. For Tyrrells, Marketing on the internet is promoting to young customers. Tyrrells can co-operate with social website like Facebook, Youtube or Twitter. For example, company can sponsor virtual farm on Facebook to attract young people, they can also use Twitter to push their voucher to customers. Tyrrells can collect customers email through using Tyrrells website log on system. The advantage is, Tyrrells can deliver their new message to the specific group of customers( younger, older,male, female, etc.). Disadvantage is, these emails might be marked by spams. Internet is not just promoting, customers could also shop online. Online shop can make transactions more flexible. When customers want to buy huge packages of chips, they can purchase a box of Tyrrells Chips online. It is very strange to purchase a box of chips, but when online shopping, customers do not need to worried about this. Online shopping also can make customers more flexible. For example, when customer shopping at Harrods, he want to purchase 5 packages of flavor Lightly Sea Salted, 5 packages of Sweet Chilli Red Pepper, it might very difficult to carry. However, online shopping can solve this problem. Chips are not clothes, sometimes customers do not need to fit them.

Hollywood moves influence in society Essay

Hollywood movies have had an important effect on cinema across the world since the early 20th century. Its history is sometimes separated into four main periods: the silent film era, classical Hollywood cinema, New Hollywood, and the contemporary period. Is clear that Hollywood movies have an impact and influence in society. From my point of view the Hollywood movies are not a bad influence to society. Most of these movies are made after books and we don’t say that books have a bad influence on us. The combinations of themes that have these movies are magnificent so we can’t say that because they have some violent movies the whole industry is bad. Also the movies that contain violence tell us that violence is not the right way of doing things. Almost every movie has his good teaching. Even that they have some of this kind of movies that people can understand are a bad influence from society these haven’t been proved. Movies should be taken as what they are not reality. Movies are just a way of entertainment. I personally think that Hollywood films can be positive as they offer different views and concepts to many people and in turn allow people to think over certain ideas and formulate their own ones. The main objective of these movies is entertainment. People choose the stars of these movies as a role model, and these movies became a part of or life. Also I don’t agree with the ideal of beauty the media does obviously show, but you can’t really blame them when is just the reality, these ideal is show not only in movies but everywhere. Hollywood produces are in fact a mixture of our life or of some of us. It is a mixture of biographies, love stories, dramas, science fiction, horror stories, action films and documentaries. If some people get bad habits from seeing these movies we can blame the movie because they are not maid to cause any problem.

The Blunt Truth Essay Uploaded

Even though the resistance to legalize marijuana is present due to the fallacy Of the natural herb, it should be legalized because it will positively elf the economy and also has countless health benefits. Many people who oppose medical marijuana are persuaded by the propaganda due to their misunderstanding and misconception of medical marijuana. One debatable topic is that medical marijuana is considered a gateway drug. A gateway drug is best defined as a habit-forming drug that is not addictive, but its use may lead to the use of other addictive drugs.The Eagle Forum stated, â€Å"Since TECH is continually in the body, the ‘high' from pot gradually diminishes, and so pot smokers usually take other drugs to get a kick† (â€Å"Is Marijuana†). Although is it possible to build a tolerance to marijuana, it is highly unlikely for the user to move to other more addictive drugs such as cocaine and heroine. Lynn Simmer, PhD argues the correlation between medical marijuan a and other drugs by stating, â€Å"In the end, the gateway theory is not a theory at all. It is a description of the typical sequence in which multiple-drug users initiate the use of high-prevalence and low-prevalence drugs† (â€Å"Is Marijuana†).Another controversial topic with medical marijuana is the potential addictiveness it possesses to its users. According to Proton, symptoms of withdrawal from marijuana have been identified including symptoms of depression, anxiety and appetite loss that were based on 60 percent of the study participants. On the contrary, a recent study suggests that medical marijuana has no exact symptoms of withdrawal in this quote, â€Å"Unlike for nicotine, alcohol and hard drugs, there is no clearly defined withdrawal syndrome, the hallmark of true addiction, when use is stopped† (Iverson 1).This supporting evidence displays that a user can start and stop consuming medical marijuana without any side effects or possible addiction. F or the most part, medical marijuana usage is frowned upon because of many misconceptions towards negative effects. These misconceptions are propaganda based and inaccurate. With that said, medical marijuana actually has positive benefits, and even possibly an economic benefit. For people who cannot actually smoke marijuana for various reasons, â€Å"the plant may be altered into different forms to allow various forms of ingestion† (Brick).Modifying marijuana into foods or drinks allows numerous states to be able to tax marijuana. Although the economy has experienced a downfall, he taxation of medical marijuana would contribute millions of dollars to each state's budget. California is a prime example with a $24 billion budget deficit; the vision of adding any kind of business to the tax rolls can start to sound like a good plan. The chairwoman of the State Board of Equalization, Betty T. Ye, supports the plan and states, â€Å"it could produce annual tax revenues of $1. 4 bil lion [for California]† (Kate).The government publicizes their terrible revenue like a baby crying every hour but when the baby is given a solution it ignores it and continues to cry. In addition to adding an enormous income, medical marijuana's legalization has a potential impact on crime rates. II Paso City Council member Recourse states, â€Å"our drug policy is directly responsible for the murder and violence that people are experiencing in our sister community/' (Kate). He also states that decentralization would â€Å"relieve a lot of the costs related to interdiction and imprisonment and enforcement and tap new revenues we're missing out on† (Kate).In essence, legalizing medical marijuana would reduce crime rates and lower imprisonment rates, therefore enabling the government even larger revenue. Without a doubt, medical marijuana's legalization has the potential of adding billions of dollars while reducing crime rates; nonetheless, medical marijuana's greatest po wer is its health benefits. Accordingly with medical marijuana's economic benefit, the health benefits can help millions of people suffering from a variety of diseases. Cancer as it is known is very deadly but in some cases treatable with chemotherapy.Many cancer patients that have gone through chemotherapy usually have unpleasing side effects, the greatest one being nausea and vomiting. Many of these patients have reverted to medical marijuana to help with the side effects and it's shown to help. This is confirmed with this quote, â€Å"It is established that marijuana does ease the pain of cancer and the nausea of cancer chemotherapy† (McGinnis 1). Likewise, medical marijuana also helps with severe/chronic pain to ease these pains temporarily similarly to other medicine that's usually prescribed.The Institute of Medicine confirmed by stating ‘the available evidence from animal and human studies indicates that innovations can have a substantial analgesic effect† (Institute of Medicine). Additionally there are more diseases that marijuana can have a positive effect on such as AIDS (HIVE), Arthritis, Asthma, Gastrointestinal disorders, Epilepsy, Glaucoma, Hepatitis C, and the aid with the terminally ill however these are still ongoing debates with many doctors and scientists that are for and against medical marijuana prescription. On the other hand, medical marijuana's main benefit is that it offers any of its users happiness and hunger.These two effects combined can temporarily relieve stress. Along with these various benefits marijuana is a natural herb grown from earth's soil and is God's gift to many to seek it. All facts considered, medical marijuana's pros outweigh its cons on many different bases. Medical marijuana has the potential to greatly help the economic crisis and can also impact many people who suffer from various diseases. Those who frown upon medical marijuana do not realize the helpful benefits it contains but rather agree with the many misconceptions that have destroyed marijuana's reputation and transformed it into an immoral substance.

Keep Your Body In Top Condition With Our Health And Wellness Tips

Keep Your Body In Top Condition With Our Health And Wellness Tips Freedom comes in various ways to the college freshmen and continues to reign throughout college. Students daily face new decisions, assignments writing, difficulties and problems and can quickly let their health fall to the wayside. They find it difficult to maintain healthy lifestyles that afterwards negatively effects their mental health, effective studying process and regular sleep. However, with a few simple changes in your diet, sleep and exercise habits it will become easier to preserve a healthy living. Well-being of both your physical and mental health is guaranteed! Nutrition What you drink and eat has a direct impact on your overall wellness. Most college students cannot maintain a healthy diet because of busy schedules. However, without careful attitude to your eating habits, you can easily put on that freshman 15 or even more. Keep the following healthy eating tips in mind to avoid sickness, impaired mental function and lack of energy: Dont skip breakfast. Begin your day with a balanced, healthy meal. If you are short of time, just take a granola bar or some fruit with you and eat it on your way to college. Drink enough water. It is well-known that consuming water is essential for better concentration and keeping yourself from overeating. Thats why take a bottle of water with you to classes. Limit fast food. No doubt, junk food is tasty and easy to consume when you are short of time. However, make sure that eating fast food doesnt become your habit. Drink alcohol moderately. Students are notorious for binge drinking and partying. Consume alcohol beverages in moderation to avoid a lot of calories and hangovers. Dont fight stress by eating. When youre stressed before the exam or important event, it can be yummy to eat some cookies or chips. Instead of grabbing snacks, think about having a break or working out. Exercise Sport and exercise reduce stress, boost brain function, improve mood and quality of sleep. Fitting in exercise into the busy college schedule isnt easy, but consider the following tips to make it a part of your regular routine: Walk to class. Of course, taking a bus is much quicker, but walking to college allows you to burn some calories and just enjoy the nature before a busy day at college. Visit a gym. Most college campuses provide students with perfect sport facilities. Find out what your particular college offers and get active. Ride a bike. Biking will give you a few minutes of exercise before and after classes. Its fun and active. Work out with a friend. With someone else youll be more likely to exercise. Take advantage of such opportunity and you wont be bored for sure. Invest in some low cost home gym equipment. Youd be surprised at just how inexpensive many pieces of home gym exercise equipment are. Check out a website such as HomeFitnessTalk.com for some great home workout ideas! Sleep Are you getting enough sleep? If you are like most college students, probably not. Unfortunately, a lack of sleep causes stress, depression, high blood pressure and decreases productivity. Follow these tips to ensure you are resting enough. Dont study in bed. Try to divide your sleep space from work space as working in bed can make getting to sleep harder. Keep your room quiet and dark. If you want to get asleep, make your room cool and dark. Your body will prepare to the resting time much easier. Take naps. If you have some free time during the day, take a short nap. Youll be surprised how it can boost your energy level. Discuss bedtimes with your roommate. If you share a room with someone, discuss the sleeping times as each of you have own schedules. Your health and wellness depends on how you take care of yourself. Be sure to follow our simple tips to develop better habits for a healthy lifestyle. Be happy and energetic!

A Modest Proposal Essays

A Modest Proposal Essays A Modest Proposal Paper A Modest Proposal Paper Swift creates a narrator in order to satirize the intellectual hypocrisy, arrogance, and moral depravity of the landlords who paper over greed and prejudice with scientific rationalizations about the causes of Irelands poverty. Englishmen of that era frequently attributed Irelands poverty to its backward Catholic faith, not to English policies. Swifts narrator mocks, of all things, Irish eating habits and cites a French physician who attributes the seasonal surplus of Irish infants to the Catholic practice of eating fish during lent which the expert claims make Catholics more fertile. He claims that this backward Catholic practice of fish-eating can actually be turned into a financial windfall because the Irish children can be butchered and eaten during religious holidays and after christenings. It never even occurs to the narrator that eating human beings is more barbaric than eating fish. And this is where the similarity becomes evident. For in Alive, Read has made it reasonable to eat flesh, and in a similar manner to Swift, uses impersonal vocabulary, such as carcass rather than body. Although there is a strong moral tone throughout, the text remains neutral and dispassionate in Alive. In both, the authors have not tried to make their voices sensational, but rather like arguing their cases by presenting evidence. We can see this on page 62, where the survivors are still indecisive. Both sides of opinions are given, one perhaps slightly stronger than the other, and the reader is allowed to decide for himself what is right. I think most readers, due to the biased nature of the script, and the conditions mentioned before hand, tend to agree with the eventuality. P P Read has taken care to point out via his characters, that social taboo is not a sin of God, and differentiates between sin and physical revulsion. No one of the survivors proclaims that what they are doing, or might do is wrong! but each argues for himself, for personal reasons. Read suggests that there is no moral indecision, as there is in Swifts Modest Proposal, but there is a distinction between what is accepted by social conventions and what is right in the name of God. As well as using motives and social issues, there are a variety of literary techniques used by both the narrator in A Modest Proposal, and P P Read. The narrators well structured, almost business like approach, in A Modest Proposal, that has the posterity of a politicians, such as, I propose to provide for them, and careful selection of words, nutrient rather than food is one example or yield to compare human flesh to crops to be harvested, becomes apparent only when the article is understood for its real meaning. This mix of both an apparently shielded, as well as a grotesquely open approach to cannibalism, for example, a healthy child well nursed is at a year old a most delicious, nourishing, wholesome food, in A Modest Proposal, confounds the reader. Read, often to make a point, will isolate sentences, such as The truth was incontestable, and like Swift, writes his piece in a detached manner. Although he does sometimes generate empathy, for example from the letters that were never sent home, it is interesting to note that the detail and description is economised, saved for particular occasions, for example, the crash itself, or as the survivors watched as a far away, disorientated Valeta stumbled down a valley: his body slithered helplessly down the side of the mountain There is also a regular use of short, sharp sentences that are used for a similar effect as the above. Combined with very minimal writing, P P read presents an argument that is guided by him, yet is left to the reader- one that seems sensible, scientific, and pragmatic. With a similar purpose, although with a contrasting approach, Swift too teaches his confused readers an important object lesson about how easy it is to be taken in, about how easy it is to become perplexed and morally confused when faced with clever, but false, reasoning. For example, while most readers will recognize that Swift is not seriously advocating cannibalism, many will mistakenly attribute the narrators anti-Catholic ravings to the Anglican clergyman, Swift. Perhaps Swift wants to show readers that their own religious prejudices make them easy targets for manipulation and make their reason an unreliable instrument for clearly differentiating between the rationalizations of Swifts morally degenerate narrator and a truly enlightened Christian perspective (his own? )- In the same way that Read questions whether the fact that the survivors of the Fairchild are Christians make them differentiate between society and religion, or whether they become cannibals because of their own instincts, in mind of the Survival of the Fittest. In a similar way, Read approaches religion almost dismissively, yet takes it into special account. His story is very much about spirituality, and throughout, the characters are often speaking the Hail Mary, but continuing to eat flesh, in religious confusion. The barren lifeless environment that they inhabit seems to give them a particular closeness to God. Yet, they challenge century old ideas of respect for dead bodies, of the linkage of body and soul, and their thoughts of the dead as simply meat is a very radical idea in the Christian world. Whether the survivors of the Fairchild convince themselves or actually believe in what they are doing is another matter. It is clear to me that Read has used wine in particular to signify the Holy Communion in connection to the blood of Christ, yet this time, it seems that they have taken a step further, substituting bread for the body itself. Another survivor, Delgado: we thought to ourselves, that if Jesus at His last supper had shared His flesh and blood with his apostles, then it was a sign to us that we should do the same take the flesh and blood as an intimate communion between us all. Although Swifts grotesque narrator, with his reasoned proposal for cannibalism, his suggestion that childrens skin be manufactured into ladies gloves or gentlemens boots, and his grisly recipe collection is probably the literary antecedent of Hannibal Lecter, he states his piece so calmly, that one can sometimes wonder where the blood and gore has gone. The narrators moral confusion is also mirrored in Swifts readers. Swift entangles not only his narrator, but also his readers, possibly deliberately, in faulty reasoning. To most readers, the reasonable narrator appears completely irrational in suggesting cannibalism as a modest and reasonable solution to the problem of Irish poverty. Yet this cannibal professes Christianity and concern for the poor; he champions progress. An effective technique that Swift uses is verisimilitude. He quotes scientific experts such as a French doctor, and another cannibal, Psalmanazar, and manipulates reason and science to justify not only cannibalism, but ignorance, unemployment, exploitation, and anti-Catholic bigotry. However, the conditions which Swift or Read describes are not hyperbole, for the Great Potato Famine ravaged Ireland, and the moral dilemmas faced by the Argentinean Rugby Team were ones that had never been addressed in the society of the day. Only, in Modest Proposal does the projector exaggerate, and perhaps only a little. Instead, Swift has used savage irony to wield his powerful writing skills, and here lies the success of his article. By writing of cannibalism and its meaning in society as an antithesis, in an masterminded satirized form, Swift makes his work all the more poignant, while his projector appears cold, mechanical, his thoughts computed and wicked, his words spoken, rather, with the banality of evil in mind. However, in Alive, the reader learns that decisions of an extreme nature shall always have opposition, whichever answer is given. The author, while remaining detached and reporting only through the survivors journey and speech, I feel creates a similar narrator as in A Modest Proposal, only not quite as directly. There is certainly the voice of Pier Paul Read in the book, and although he is not quite as direct or inhumane as his counterpart in A Modest Proposal, his detachment creates a sense of fear and bewilderment in the reader, as they envision what they themselves might have don in a similar situation. When Alive and A Modest Proposal are compared, although I found this difficult considering they are not easily paralleled, I preferred Jonathan Swifts satirical piece, for this reason. It was short, ridiculous, and although not originally intended, humorous in its madness. On the other hand, I found Pier Paul Reads work tedious and too questioning of a topic, cannibalism, that many today have made their firm minds up about, and of decisions that may only be changed if they were faced with such terrible situations.

Fully- round character Essay Example | Topics and Well Written Essays - 1000 words - 1

Fully- round character - Essay Example This is because, for a story or fiction to be fascinating, there is always a personality where the story revolves around. These characters’ fundamental attribute is that their story is told in sufficiency to allow people conclude that they are three-dimensional, genuine, rounded, innovative, outstanding, as well as true to life (â€Å"Character: The People of Fiction†, pp 9). This script will highlight the traits of a realistic, fully-round personality. It will also outline three examples of fully-round personage in different short stories. Fully round characters have many more aspects in their personalities as compared to flat or any other character in a play. They are usually the core of people’s focus in most of the fictions or short stories, and are portrayed by creativity as well as personality. These characters also have intrinsic traits, akin to every human being, which are brought about by the events of a story; therefore, their complete portrayal as characters is straightforwardly linked to the narratives relating to the lives they had lived (â€Å"Character: The People of Fiction†, pp 10). Hence, the fully-round character participates in the major part of a story, and they are the heroes in most of the times. However, some of these characters may not appear as heroic, but they are always the protagonists. They are essential to the accomplishment, progress in opposition to the antagonist, as well as display the capability to adjust to new circumstances. These characters are also most of the times dynamic since they identify and adapt to situations (â€Å"Character: The People of Fiction†, pp 11-14). There are so many examples of plays that portray fully-round characters, such as in the various plays written in the Seagull reader. For example, in the play â€Å"Fences†, by August Wilson, the fully round character, Troy Maxon, is an agitated garbage collector as well as ex-baseball participant. This character

The wizard of Oz Essay Example | Topics and Well Written Essays - 750 words

The wizard of Oz - Essay Example Particularly, the paper will analyze the scene in which the Wicked Witch, the stories main antagonist, was killed through her own machinations in the famous â€Å"I’m melting† scene. The sepia-toned setting of the Kansas prologue in the Wizard of Oz is famously contrasted with the splash of full color that the movie introduced as we enter Dorothy’s dream. The world of the dream is meant, we are supposed to believe, to represent an alternative universe. Yet director Fleming draws from the real world political and economic landscape of the late 1930s in building this supposed alternate world. Particularly, he establishes two worlds – one with a kind of goodness and innocence that, though it has its own brand of hypocrisy and silliness, is presumed superior to the second, a dark and scary world of evil that lurks about the film’s edges in the person of the Wicked Witch and the setting associated with her. As the film progresses we see that even the sce nes in which a kind of injustice can be discerned in the sleek modern City of Oz -- through, for example, the Wizard making promises he has no intention of keeping – are carried out in a golden bathing light of modernity and technological wonder. This is strongly contrasted with the Witch’s castle which, with its gothic arches and ancient, minimalist architecture seems to be inspired by old world, specifically German, influences. The suggestion is the American world is preferable to the European even in its failings. In building the mise-en-scene for the two contrasting worlds, Fleming utilized a full range of color and light in the City of Oz scenes, as well as for the march along the beautiful if sometimes difficult travel on the yellow brick road. However, in the scenes that are associated with the witch, -- such as the forest scene and castle scene – the color palette is darkened and limited. The black of the witch’s cloak is contrasted with the blue of Dorothy’s dress and bright red of the coveted shoes in many shots in these settings. The uniforms of the zombie-like soldiers that serve the witch resemble Nazi officers’ uniforms. The green-faced witch herself, in the make-up choices made, suggests a kind of sickness and moral decrepitude, contrasted against Dorothy’s fresh innocence. Nathanson (1991) contrasts the two worlds of the City of Oz and Witch’s Castle in excellent summary form. After, describing Oz as an American â€Å"future anticipated in the present† he describes the setting of the witch’s castle as follows: Technology here is primitive. Candles and torches are used instead of electric lights, spears instead of guns, and an hourglass instead of a clock. Surfaces, moreover, are coarse and unpolished. Architecturally, the Castle is a maze of twisting staircases and crooked passages. Here, then the mise-en-scene is alien. It is remote in both time and space. (p. 39) Here the s etting of the action is made to resonate with the world of the late 1930s in which the world was moving steadily to war – with the American promise of technology being questioned and challenged (potentially) by the reactionary and agrarian aggressiveness of Hitler’s Nazi Party. While such a comparison is not made explicit in the film, it is almost inescapable when looking back on the film as a piece of cultural history.