Elements of the Marketing Mix Essay

This case will study describe the elements of the marketing mix. These four elements include product, place, price and promotion. This paper will include a description of how an organization’s marketing strategy is affected by the four elements of the marketing mix. Another aspect that this paper will include is a description of how each element is implemented in the company. One more topic that this paper will describe is the organizations name and industry in which it exists. The marketing mix is defined as a mixture of several ideas and plans followed by a marketing representative to promote a particular product or brand. Several concepts and ideas are combined together to formulate final strategies helpful in making a brand popular amongst the masses to form the marketing mix (â€Å"Marketing Mix – Meaning and Its Elements†, n.d.). The elements of the marketing mix are often called the four P’s of marketing (Perreault, Cannon, & McCarthy, 2011). First, Product is defined as goods that are manufactured by organizations for the consumer. Products can be two types, tangible and intangible. A product in a market place is something which a seller sells to the buyers in exchange for money. Price is defined as the money which a buyer pays for a product. The price of a product is indirectly proportional to its availability in the market. If a product is not readily available then the price goes up (â€Å"Marketing Mix – Meaning and Its Elements†, n.d.). Place refers to the location where the products are available and can be sold or purchased. Here one is exposed to a physical building, or store, or one can purchase items on the internet. Finally, the fourth element is promotion. Promotion refers to the various strategies and ideas implemented by the marketers to make the consumer aware of their product (â€Å"Marketing Mix – Meaning and Its Elements†, n.d.). Today’s market is huge and there is an abundant variety of products available. Frito Lay is a multi-national  corporation that is predominantly in the salty snack business. Frito Lay aims its market strategy at both the mass market and target markets alike. This food driven company does have some strengths such as its renowned reliability, high quality control and markets its product as convenient fun foods. The products that Frito Lay generates have consumers in mind that particularly buy snack foods as a leisure item. Their packing and branding is targeting a consumer that wants to snack on the go or during lunch with a sandwich. With this in mind, the organizations marketing strategy uses all four of the marketing mix very well. Frito Lay sells a wide variety of chips form Ruffles to Lays, Cheetos to Doritos and Tostitos to Funyions. These products satisfy many customers’ needs for fun snacking. In the Product element, packaging is also very important when keeping the consumer satisfied. Bright colors are used to catch the eye when they design the bags that carry all of their brands. In the Place element, the product is highly visible in that one can purchase said items and every convenience store in the marketplace. Not only is the product in just about every UDS store but in vending machines and supermarkets. The channel of distribution is very important to deliver these products to the consumer and Frito Lay has an excellent distribution system in place. The third element, Promotion, targets new customers and retaining current customers. Many people have heard the phrase â€Å"no one can eat just one.† This catch phrase was designed for Lays potato chips and hasn’t been used in years, but just about everybody has heard that. That is advertising at its finest. The use of mass selling techniques has been advantageous to Frito Lay. The fourth â€Å"P† is Price and that obviously plays an important part in Frito’s model. Frito Lays strategy is to stay competitive with other salty snack manufacturers and their price points. Their target price is also directed at young adults and children. Each element in the marketing mix is used very well by Frito Lay. The products that this corporation sells to the consumer vary from salty snacks to cookies and even beef jerky. Frito Lay guarantees freshness for its product and delivers a price point that is competitive to just about any consumer. In the channels of distribution process it is important to get a food item to the retailer in a timely manner as the food item can spoil. The freshness guarantee that Frito Lay offers dictates that the salty snack has a shelf life of about a month for most products and the  products need to be removed from the shelves if they do not sell. Because of this model, the delivery system promotes efficiency when sold and distributed to each retailer. Promotions are huge with Frito Lay as they spend millions for point of sale coupons and retail discounts. Not only is there retail push for sales but Frito Lay spends millions on advertising. Advertising can be seen in standard commercials to big budget commercials during super bowl ads. These methods of communication are geared at mass selling and are very effective. Finally, the Price element is important to Frito Lay as the market price for materials goes up so does the price of their products. To circumvent these price hikes, Frito Lay will lower the content volume in the bag and not raise the price. In other instances, they will raise the price by ten cents and remove the price on the bag for a short period of time. The idea is to trick the consumer into believing the price is the same. In all the instances, Frito Lay has a business model that is very effective and has endured for many years. By understanding the similarities and differences between these elements one can understand how a corporation uses the marketing mix to their advantage. The four elements are critical to understand the very nature of the consumer and the retailer. This case study shows that it is important to understand the marketing mix business model as it pertains everyone and final user. References Marketing Mix – Meaning and its Elements. (n.d.). Retrieved from http://managementstudyguide.com/marketing-mix.htm Perreault, W. D., Cannon, J. P., & McCarthy, J. (2011). Basic Marketing. A Marketing Strategy Planning Approach. Retrieved from The University of Phoenix eBook Collectioon database.

Distance Time Walking Relationship Experimentation

Physics Lab Report Distance Time Walking Relationship Experimentation For Mr. Williams SPH3U1-02 Sept. 13/10 Written by: Dong Chang, Gloria Chan, Sanjay Tanirige, and Waleed Shehzad Image credits Distance Time Walking Relationship Experimentation Purpose The purpose of this experiment is to determine the amount of time in seconds that it takes to walk a distance of 84 metres on the running track. In addition, the person that is the most reliable to perform this test will have to be determined. Hypothesis We hypothesize that it will take approximately 103. 7 seconds to run the 84 metre of track by an average person. This value was derived from the average time that it takes to walk one metre from the person with the most average walking speed out of the group. Procedure Materials and Apparatus: †¢ Metre Stick †¢ †¢ Method Part A: Finding most reliable walker 1. Place the metre stick on a sufficient space on the ground with some distance before and after it. Let the zero metre mark be the origin. 2. Start walking some distance before the origin (in the negative x-axis area).When the person’s stride is over the origin, the stopwatch is started. The person will keep on walking and maintain the same speed and heading with no acceleration until they have walked some distance past the 1 metre mark. Stop the stopwatch once the person’s stride is over the 1 metre mark. 3. Record the time that it takes to perform the action of walking 1 metre. Repeat Step 2 two more times so that you have three trials. Find the average time that it took the person to walk the 1 metre. 4. Repeat Steps 1-3 for each member of the roup. 5. Find the average that it takes for all members of the group to walk 1 metre by adding their averages and dividing by the amount of people in the group. Stopwatch with accuracy of 1/100 seconds Pre-marked area 84 metres long Distance Time Walking Relationship Experimentation 6. The person that has the closest personal average to the group average will be the most reliable walker for the group. Part B: Finding the time that it takes to walk 84 metres 1. Mark the 84 metre track with the start and the finish. 2.Using the most reliable walker found in Part A, start walking some distance before the start line in order to achieve a constant velocity and have zero acceleration. Start the stopwatch when the person’s stride is over the start line, and stop the stopwatch when the person’s stride is over the finish line. 3. Record the time that it takes the person to walk the 84 metre length of track. Observations Record of the amount of time in seconds for a person to walk one metre. Walker Time 1 (seconds) 0. 90 0. 93 1. 08 1. 28 Time 2 (seconds) 1. 23 1. 16 1. 10 1. 08 Time 3 (seconds) 1. 6 1. 16 1. 18 1. 18 Time Average (seconds) 1. 13 1. 08 1. 12 1. 18 Dong Chang Gloria Chan Sanjay Tantirige Waleed Shahzad Therefore, the total average of everyone’s time to walk one metre is: (1. 13s+1. 08s+1 . 12s+1. 18s)/4 =4. 51s/4 =1. 275s ?1. 3 seconds The person with the closest personal average is Dong Chang, with an average time of 1. 13 seconds.Therefore, he is the most reliable to run the test. Distance Time Walking Relationship Experimentation The average time of the most reliable person to walk one metre. Walker Dong Chang Time (seconds) 1. 21 1. 37 1. 19 1. 5 1. 17 1. 28 1. 18 1. 12 1. 21 1. 25 Therefore the average of the time to walk one metre is 1. 233 seconds. To estimate the time it takes to walk 84 metres: Let x be the estimated time to walk 84 metres x=time*distance x=1. 233 seconds * 84 metres x=103. 572 seconds x ? 103. 57 seconds Therefore we estimate it would take 103. 57 seconds in order to walk 84 metres. Actual result of test to walk 84 metres: 106. 75 seconds Distance Time Walking Relationship Experimentation Percent Deviation of Test [(experimental value – theoretical value)/theoretical value] * 100% [(106. 5s-103. 57s)/103. 57s]*100% =(3. 18s/103. 57s )*100% ?3. 07% Therefore the deviation is 3. 07% away from the hypothesis. Percent Difference of Trials (maximum difference in measurement)/average measurement * 100% [(1. 37s-1. 12s)/1. 233s]*100% =(0. 25s/1. 233s)*100% ?20. 3% Therefore the difference between the trials was 20. 3% Analysis 1. a) How did you choose the walker? We first had each person walk 1 metre three times each and timed them. An average time was assigned to each person based on their performance.Then we found the average that it takes for all members of the group to walk 1 metre by adding their personal averages and dividing by the amount of people in the group. The person that has the closest personal average to the group average will be the most reliable walker for the group because they are the most average. b) How did you design your classroom trials? We placed the metre stick beside the straight surface of the wall so that the walker can walk perpendicular to it as to not have any change in direction while conduction the trials.We set the 0 metre point of the ruler as the origin, and that was where we would start timing and we set the 1 metre point to where we would stop timing. The walker would start walking before the origin so they can maintain a constant velocity and have zero acceleration. When their stride is over the origin, we would start timing, and then their stride Distance Time Walking Relationship Experimentation is over the 1 metre mark, we would stop timing. We did this three times each for every group member to find who was the most reliable walker, and ten times more for the most reliable walker. . a) How did your classroom trials approximate the final verification? Our classroom trials help us obtain a proper hypothesis that was extremely close to our final test during the final verification.By using mathematical models and calculations with real world small scale measurements, we were able to predict the outcome of the experiment down to approximately 3% off. Howev er, such trials seem mundane for such a low scale experiment which would probably have been done a lot faster if the final verification was done earlier. ) Who was the most reliable walker? Why? Dong Chang was the most reliable walker because his personal average time to walk 1 metre of distance is the closest to the group’s total average to walk 1 metre. On average, the total group took 1. 275 seconds to walk 1 metre, with Dong’s time of 1. 30 seconds average the closest. 3. a) How accurate was your estimate? Our estimate was very accurate and only presented a 3. 07% deviation (see observations for calculations) from the final verification time. b) Area your results reliable to science?Our results are reliable to science due to the good design of our trials and experiments. We had a 3. 07% error, which is less than the 5% that would deem our results acceptable to science. Conclusion In physics, motion is a change in location or position of an object with respect to ti me. In this experiment, the walker exerts motion in order to change their position down a track. We were able to estimate the amount of time that it takes one to travel a certain distance with a set of scaled down trials. Distance Time Walking Relationship Experimentation

Australia Essay Example | Topics and Well Written Essays - 250 words - 1

Australia - Essay Example Despite these, Australia comes out a host of other diversified cultural practices. When meeting a person for the first time, the person is greeted with the right hand and people who are known to each other do not kiss and even hug when meeting; but talk generally about personal matters. Australian day, Anzac Day, Melbourne Cup Day, are some of the days that have national meaning in Australia. There are various ways in which the Australians behave in their day-to-day life as a society. Australia being a multicultural country encourages everyone to maintain and practice his/her cultural beliefs as it respects the rights of other individuals to do the same. Words such as â€Å"thank you† and â€Å"please† are used to show polite behavior; slang is also common among the Australians. There are no laws to govern the way an individual should dress although one has to wear specific clothes during the time of work. Invitations are usually spoken or written and when one is invited to an event, the individual responds via phone call or a

Developing Autonomous Practice in Mental Health Nursing Essay - 1

Developing Autonomous Practice in Mental Health Nursing - Essay Example Mrs. N defines her family as helpful, supportive and gentle towards her. Presently, Mrs. N is unemployed and claiming income support along with disability allowance. However, previously, she had a job in a textile company, while she was residing in West Africa. Mrs. N desires to go back to Africa where she has spent her childhood life and teenage days. From the report it is very much clear that she misses her friends and wishes to go back to Africa with her family where she can feel more welcomed and can get better medical treatment with ‘Herbal Medicine’. Mrs. N’s husband had sacrificed his work in order to stay at home so that he can watch over the children and support Mrs. N with her mental illness. From the medical record of the patient, it has been observed that Mrs. N has been diagnosed with acute mental despair. She had tried to kill herself along with her youngest son affirming that someone persuades her to kill herself as well as her children. Furthermore , consumption of drugs and alcohol has made her condition worse. Her report represents devastating experiences of distress where she does not prefer to interact with any person and also lacks motivation to attend her personal sanitation. Mrs. N also agreed that there is a history of mental illness in her family. Her father and grandmother both had been diagnosed with a problem of schizophrenia, similar to her case. Mrs. N has been reported to drink alcohol at frequent instances and to smoke cannabis regularly. Before her admission as a mental patient, she was recorded to make her last attempt to kill her husband. Due to her act, she was arrested under Mental Health Act (MHA) Act of 1983 under Section 3 (Lennox, 2012). Because of challenging and... This report approves that stress vulnerability model acts as an assessment tool and also provides structures for conducting physical health evaluations. According to this model, vulnerability to an obsession is fundamentally acquired by inherited predilection or due to the consequence of environmental aspects. Contextually, the model identifies that mental health problem can appear if a person is put under considerable level of stress. Nevertheless, the level of stress which leads to mental health problem can vary from person to person. This essay makes a conclusion that the evaluation of patient’s medical record provided significant understanding about the method of mental health nursing. There are several approaches a therapist can utilise in order to serve a metal patient. However, considering the condition of Mrs. N, it can be stated that the use of CBT approach would be most effective for the patient. It would help to recognise the major problems of Mrs. N and accordingly provide solution to her. CBT approach can thereby enable an organised consultation with patients. Thus, it provides therapists with ranges of techniques which can assist them to address the present situation faced by the patient and to practice effective solutions to cure the identified problems. CBT approach has also been proved beneficial for numerous patients with schizophrenia. Although CBT approach is quite difficult to implement in the practical scenario, as it is an individually customised approach, it can provide long lasting ad vantages to patients.

Hydrostatic Pressure Lab Report Example | Topics and Well Written Essays - 1250 words

Hydrostatic Pressure - Lab Report Example A fluid in this condition is known as a hydrostatic fluid (Myers, 2006). So our Hydrostatic pressure lab was to determine the hydrostatic pressure of water on a flat surface, adding weight and then filling the tank with water to the point where the apparatus was in equilibrium in order to calculate the force on the flat surface using the given equations. The Fluid Mechanics laboratory provides a â€Å"hands on† environment that is crucial for developing students understanding of theoretical concepts (Damodara Reddy, 2012). Fluid mechanics laboratory is where fluids and their flows are studied and observed such as â€Å"Pressure variations of compressible fluids when they are allowed to flow through convergent divergent nozzles, calibration of pressure gauges and theoretical demonstration of different laws of fluid mechanics and others† (Desmukh, 2009). The objective of this experiment was to â€Å"calculate the hydrostatic force a fluid exerts on a submerged plane surface† and then liken the experimental hydrostatic force to the theoretical hydrostatic force. Furthermore, we will calculate the center of pressure for a plane surface partially submerged in a fluid and then for the plane surface full submerged in the fluid. Firstly, the following measurements were made; of quadrant’s end face, lever arm length and the distance between pivot and the lower edge. Now with the apparatus placed steadily on the stall, position the balance arm on the knife edge pivot and hang the weight pan from the balance arm.The apparatus was made use of adjustable feet and spirit level. Now the counterbalance was rotated until the balance is level and the counterbalance was to remain at the same position for the whole experiment.Now a mass of 50g was positioned on the weight pan and water was added until the balance arm was horizontal. The mass on the water pan and water level were measured Now we increment the

Wealth and Welfare Essay Example | Topics and Well Written Essays - 250 words

Wealth and Welfare - Essay Example According to IMF (2004), countries with a favorable welfare for their citizens tend to generate more wealth than countries with poor welfare for their citizens. A look at the CIA’s World Fact book and the ranking of countries under global better life index, it shows that there is an indirect relationship between wealth and welfare (CIA, 2015; OECD, 2015). There are several other factors to consider when assessing a country’s wealth and welfare, but the fact remains that each is a contributing factor to the other such that a country with the highest wealth may not have the best welfare, but the range of countries ranked highest in wealth are also those within the group with the best welfare. Going back to the IMF findings, governments should focus their efforts on addressing welfare rather than focusing more on projects that will increase the country’s wealth. Citizens with a good welfare are more likely to be proactive and contribute more towards the country’s wealth. In this perspective, I would support British Prime Minister David Cameron’s view that it is better to focus more on the people â€Å"well-being rather than purely on economic criteria† (Jordans,

Research PaperCultural Intersections Essay Example | Topics and Well Written Essays - 1750 words

Research PaperCultural Intersections - Essay Example Since the process if bettering oneself is just that - a choice, when the black sub group chooses to pursue another cultural path within the American culture, white America often shows little tolerance or understanding. For black America, the melting pot and land of opportunity images have never been allowed to become the cultural icons with which white American's co closely identify. The black experience of American culture did not begin with voluntary immigration in the pursuit of a better life. Black American's were forcibly taken from their homes and brought to America as slaves. Black American's, while no longer living as slaves, and living in a free country, still struggle to establish a distinctly American and successful identity. Their path was forced, not voluntary. Their emigration was from freedom to bondage, while white Americans, to a great extent, left religious and social bondage to establish freedom. From these two different paradigms, two different American cultures have emerged. At the seam where these cultures meet, friction and misunderstanding are the norm. As a result, a homogeneous America currently does not exist for either group, and both sub-cultures tend to carry a chip o n their shoulder, blaming the other as the source of the discord. For both of these cultures, the idea of choice should be taken into consideration so that the individuals can begin to move past their individual ideas of how America 'should' look. White Americans and black Americans each have made choices on how to perceive their country and culture. Each has come to an individual understanding based on their choices and personal experiences. Unfortunately, at the intersection of these two paradigms, the individuals often try to justify their perceptions as something bigger than choice. White America lifts up their own experience as 'how and what America is.' America is the melting pot, the land of opportunity, and any individual or people group that does not perceive it similarly is understood as attacking America. Black America similarly can understand the country as an oppressive culture, bent on taking from them their individuality and uniqueness as it tries to squeeze them into the white cultural mold. Working under this perception, black Ame ricans can easily turn aggressively hostile to the white paradigm, which leads to conflict, and disunity. Reike and Sillars, in their work on critical decision making (1993) address this phenomenon by accurately identifying it as the product of choice. They say that our individual belief systems are made up of two components, beliefs and values. Individuals settle on core values as both an individual and as a larger group. Often these values within a culture are similar, even though they are worked out in different ways. Americans as a group tend to hold the value of independence as a universal value. Individuality is also a shared cultural value. According to Reike and Sillars, built around these core values are individual belief systems which shape and affect our understandings of our values. Belief systems are most often learned behaviors. Belief systems are based on what is important to us, our values, but they also reflect our personal experiences, and our belief systems also shape our actions. We will rarely make decisions or choose a course of action which is in violation to our belief system, even if the belief system inaccurately reflects

Budgeting Essay Example | Topics and Well Written Essays - 750 words - 3

Budgeting - Essay Example Budgets can set aims for attaining a certain level of profits and also maintaining expenses. â€Å"Budgeting can help a company use its limited financial and human resources in a manner which best exploit existing business opportunities† (Budgeting 2013). I will agree the statement of â€Å"management of any business will be ineffective without the preparation and use of budgets†. Following are some of arguments that will support to the agreement.Arguments for: - To Help Achieve Organization’s Goals: Budgets play efficient role in attaining organizational goals in this sense that these are the methods through passing which reach at the goals. In budget development process tries to predict that will productively reach at goals or not. Budgets puts the standards to attain goals and with the assist of these standards firms can assess the fluctuations happen throughout the year and aim to ascertain the cause from deviating from attaining the define objectives. Formulation of the budgets allows the organizational management to react actively to the market circumstances to fast way the goal achievement method. Risk identification would allow organization to adopt procedures that would guide to economic risk minimization. - To Compel Planning: The budget planning method allows the management to recognize and evaluation the impact on the organization’s cash flows, inventory planning with the balance sheet. It also allows the organization to access their monetary position and their needs of borrowing from the market. â€Å"Budgetary Control is planned to assist the management for policy formulation, planning, controlling and coordinating the general objectives of budgetary control† (Chapter 27: Budgeting and Budgetary Control n.d.).A financial budget is a firm’s estimated plan for the future period that will be stated in financial terms. It contains planned expenses, revenues, liabilities, assets and cash flows. It also assists the firm to manage its money and allow the management to create confident monetary decisions and get together his aims in the long run. It can also allow managers to arrange, assess them in detail and to decide on the greatest alternative methods. It also su pports managers to predict troubles before they happen, therefore it provide them time to think alternative methods of overcoming the troubles when it happen. It also assists to arrange for unexpected conditions. Budgeting by planning tends creates better result than a choice made at that moment. - To Communicate Ideas and Plans: In the budgeting procedures, managers in all departments justify the resources they require to get their goals. They justify to their managers the scope and capacity of their activities in addition to how their responsibilities will be performed. â€Å"A financial plan, or budget, is a decision-making tool based on the basic principles of scarcity, choice, and opportunity cost† (Budgeting your financial solutions 2013). The communication among subordinates and superiors assists affirms their mutual obligation to organization goals. Additionally, different units and departments must talk with each other throughout the budget

Coursework #3 Case Study Example | Topics and Well Written Essays - 250 words

Coursework #3 - Case Study Example With that stated, the expected return on this portfolio is halfway between the expected returns on the two individual securities; however, the standard deviation is less than halfway between the standard deviations on the two securities. Therefore, unless the investor was very risk averse, meaning he would look at this case, where he might choose to invest only in security A. However, if he were not risk averse he would invest in the portfolio rather than invest in the two securities separately (Gitman, 2009). Standard deviation is defined as the common statistical indicator of an assets risk; it measures the dispersion around the expected value. This is another way that a firms risk and expected return directly affect its share price. Risk and return are the two key determinants of a firms value. It is generally a financial managers responsibility to assess carefully the risk and return of all major decisions. Managers use this to ensure that the expected returns justify the level of risk that someone will introduce (Gitman, 2009. The definition of (CAPM) or capital asset pricing model is the basic theory that links risk and return for all assets. We describe this relationship between the required return, r. The no diversifiable risk of the firm as it is measured by the beta coefficient b. This is important in finance because the model CAPM links non-diversifiable risk and return with all assets. Generally, there are five sections. The first deals with the beta coefficient, which is a measure of the non-diversifiable risk. The second section presents an equation of the model itself. The third section graphically describes the relationship between risk and return. The fourth section discusses the effects of changes in inflationary expectations and risk aversion on the relationship between risk and return and the fifth section offers some comments of the CAPM. The CAPM model in general relies on historical data. The betas

Discuss the importance of the Sahara and the Indian Ocean in ancient Essay - 2

Discuss the importance of the Sahara and the Indian Ocean in ancient African history - Essay Example Sahara region connected people from eastern, southern, central, north and some parts of western Africa. Among the countries that were touched are Kenya, Tanzania, Zimbabwe, Congo, Egypt, and Nigeria among others. These countries contributed different commodities for trade according to their daily activities. For example, the southern Sahara region was a famous area in production of minerals, Egypt was well known for production of sorghum and Nigeria provided yams to the trading interaction (Giblin 10-13). These areas that were well known in production of agricultural products were part of the great hinterland that was served by the Indian Ocean. The areas were, therefore, linked to the outside world by the Indian Ocean that opened trade with Arabs and other people in the world. However, the trading interactions were not involving Africans and Arabs but Africans contributed a lot to the trade among themselves. The trading activities in that area involved exchange through barter trade of commodities that included foodstuffs and minerals as per different needs of different people in those regions. This is an evaluation of the activities that prevailed in the ancient Africa involving the Sahara Region and the Indian Ocean to inform the importance of these two features of African geography. The influence it brought to the people that lived in those areas as well as the benefits they reaped from these interactions discussed. There are things that informed the interactions between the people in these parts of Africa and were aimed at benefiting the people that engaged in them. For example, noting that most of the Sahara region is characterized by unreliable precipitation, there was serious need to get ways to acquire food that was not sufficient in those areas. For Egypt, sorghum was produced only after major floods that used to come in rare occasions. In other places, growing

Racism in Roll of Thunder Essay Example for Free

Racism in Roll of Thunder Essay Mildred Taylors remarkable novel, Roll of Thunder, Hear My Cry, annotates, portrays, and demonstrates the vivid image of the ugly race prejudice, effectively, that the African Americans experienced in the 1930s, during the American Depression. In Taylors enthralling novel, racism comes across as a major and influential theme as the novel progresses and revolves around a young girl, Cassie Logan, who matures with racial conflict around her. Racism is apparent from the beginning of the novel. It is depicted from the beginning that African Americans are treated terribly, and they must work extremely hard, to earn the money they need to provide their family, with shelter, and food. Papa must work away from home to earn himself a good salary to keep the Logans own land, rather than working as sharecroppers on someone elses land. The second example of the callous segregation is evident, as it is seen that the elite white community have transport to school, while the harshly treated African Americans are deprived of this service, and are forced to walk to school. Also, the whites are inconsiderate, intentionally splashing mud on the blacks clothes. The Berrys burnings is a significant incident revealing the cruel manner the white community behave towards the African Americans, burning them taking a match to them, without any justifiable reason, portraying the discrimination between the people. At school, an important instance of racism takes place, when the students of the black school, The Great Faith Elementary School, received new books. These books were in the poorest condition, as they were the left-overs of the whites. The inside cover of the books were highly provocative, both insulting and offensive to the African Americans, using repulsive comments to describe their race such as nigra. The law also seems to be in favour of the white community, showing the extensive segregation between the whites and blacks. It is evident when Mr. Morrison explains why he lost his job Mr. Morrison was blamed in a fight with the whites, although it wasnt his fault. There are rarely any whites who are friendly with the whites, and those who are, are despised. This is the case with Jeremy, who walks to school everyday with the blacks. He is often bullied, mocked, and teased at school, and is beaten at home. The abhorrence of the underprivileged blacks by the whites is remarkably large, throughout the novel. As the novel progresses it is seen that Papa tries to explain to Stacey to hang out less with Jeremy, We Logans dont have much to do with the white folks. You know why? Papa says, believing that whites and blacks will never really be friends, Cause white folks mean trouble, with this it also demonstrates hatred between the two races. The intensity of racial discrimination is massive when TJ talks about the night men. The whites tarred and feathered him, making the African Americans feel inferior treating them of no value and worthless. Cassie, herself, is a victim of one of the racism incidents. On her visit to Strawberry, she is forced to apologize repeatedly to Lillian Jean, a white, humiliating herself greatly. Even her family, who are strong-willed, cannot prevent such things from happening trying to stay away from consequences. Cassie is mentally hurt after this situation. Racist comments are at is summit as the story progresses. Kaleb Wallace, to Mr. Morrison, sputtered, You big black nigger, I oughta cut your heart out for what you done! My brothers laid up like they is and you still runnin around free as a white man. Downright sinful, thats what it is! Why? I oughta gun you down right where you sit. This quote shows the filthy comments the whites use towards the blacks. As the story nears its conclusion, TJ gets influenced by the white community, and gets into stealing. TJ goes to a Barnetts store with his white friends, to get himself the pearl handed pistol. At the shop, the whites wearing a mask kill Mr. Barnett, a white man. TJ Avery is immediately entirely blamed for the sequence of events. This shows, again, the law in much favour of the whites as the police dont even look into the issue they dont care who is guilty, but immediately find a black man to blame. If the roles had been reversed, circumstances and the events that took place would have been completely different. The whites simply want to punish some blacks, and they can do so easily, as no one dares to stop them. Throughout the story, there are several racist remarks passed to the African Americans emphasizing the conditions they faced. Life for the African Americans in the 1930s was completely unjust. Judgment based solely on physical appearance exists, to date, and is still a controversial issue.

2006 Fifa World Cup Germany History Essay

2006 Fifa World Cup Germany History Essay In these few years, because the economy recession, many industries have been affected, such as tourism industry, airline industry, auto industry and so on, the event industry is not the exception. There are two definitions of event from Business Dictionary (n.d.), occurrence happening at a determinable time and place, with or without the participation of human agents. It may be a part of a chain of occurrences as an effect of a preceding occurrence and as the cause of a succeeding occurrence, and arrival of a significant point in time. In project management, an event marks the point in time when a task is completed. There is many type of event in the industry, such as promotion event, marketing event and so on. This report will focus on one sport event, Fifa World Cup 2006 in Germany. At the beginning of the report, it will give the history of football, the World Cup and the background of the World Cup 2006. Economy, another beneficiary, security, infectious disease issue, sponsor, s ocial impact and environment are the main parts. At the last is the conclusion. 2. History of football: Football is a worldwide game, and it can be said that (FIFA, n.d.) it is the most popular game in the world, and its history is more than a hundred years. It was begun in 1863 in England, originally rugby football and association football was the same thing, when they were branched off, the Football Association in England was formed becoming the sports first governing body. It can be said actually this was a type of exercise date back to the second and third centuries BC in China. In that time, it was called Tsu Chu, the material and the size of the ball was different, of cause, the rule was different. 3. History of the World Cup: The first World Cup tournament was taken place on Uruguay in 1930 (BBC, 2001), at that time just had thirteen nations competed, and just only four European countries. The final winner was the host Uruguay, and the second was Argentina. In 1934, the game was moved to Europe, and Italy both hosted and won the game. In 1938, the game played in France. As we know, because of the World War II, the tournament had to be stopped and then the tournament returned to South America on 1950 and Brazil hosted it. It was the most chaotic in World Cup history, and many teams had a long way to travel between matches. Because of the aftermath of World War II had passed, so the event was moved on to Switzerland on 1954. In 1958, perhaps the worlds greatest player (Pele) was appeared, and the country that was to dominate world football for the next 12 years. In 1962 the tournament was returned to South America. The games location was changing between Europe and South America, in 1966, it came back to th e home England, and it had an exciting final in Wembley. In 1970, football got into another special time because of the satellite technology, and pitch red and yellow cards were used for the first time in Mexico. In 1974, the World Cup became the new FIFA World Cup and it was hosted by West Germany. In 1978, the final was between the Dutch and the host Argentina. Spain hosted the tournament in 1982, the involved teams were expanded from 16 to 24. In 1986, the World Cup was back to Mexico, another greatest player was appeared at that time, Diego Maradona of Argentina. The 1990 tournament was returned to Italy, finally West Germany took the crown from Argentinas hand. 4. 2006 game background: The last FIFA World Cup was opened on Germany on 2006, it could be said that it was the biggest event on 2006 (FIFA, 2006a). At the semi-final, Italian put down the host team Germany, it was a hard road, they had to spot-kick to terminate the game. At the end of the game, Italian team handed the World Cups crown. There was a historical time on the final game at Berlins Olympic Stadium, a French player got a red card, he was Zinedine Zidane, one of the greatest players in the world. The World Cup was not the stage for the Italian, the host team finished as top scorers with 14 goals, thereinto five goals were from the Golden Shoe winner Miroslav Klose. The football month was not only attracted 3,359,439 spectators (FIFA, 2006) to attend matches in the 12 great stadiums, but also there was over 30 billion people watched those match through TV, internet etc globally. 5. The economy The economy was one of the benefits the host country could get. Fortunately, this event gave very positive effect to the country, its economy and improved countrys imagination; actually, some events can lead the local economy down (DW, 2006). It was generated over 300 million Euros from tourism industry, 2 more billion Euros from retail and 50,000 jobs were created during the World Cup weeks (4 weeks). 40 million was made from ticket sales, the World Cup Organising Committee said that the net profit was 56.5 million Euros and they would put the money into German Soccer Federation (DFB) and German Soccer League (DFL). It was announced that, the DFB earned around 140 million Euros from the event (DW, 2006). Other numbers, Germany used nearly 4 billion Euros to hold the mega event, and 15 million more visitors had been welcomed by Germany. 6. Another beneficiary: The benefit was not just the Italian had, there was another major winner children (FIFA, 2006b). A joint fundraising campaign which was called six villages for 2006, and it was between SOS Childrens Villages and FIFA. The campaign was collected over 21 million Euros, this money would give to over eight hundred orphaned and abandoned children globally. Furthermore, over five thousand children and one thousand would be benefited from a new ancillary social and educational projects. 16.2 million Euros was the total number on collection, which was from three thousand people, and they pledged their support to SOS Childrens Villages as sponsors (FIFA, 2006b). Originally, the organization thought that those sponsors might make a long term commitment to SOS Childrens Villages and they were expected to support an additional one million Euros per year on next over five years, but the total income was expected to over 21 million Euros (FIFA, 2006b). In addition, FIFA donated the income, which was from fines in yellow and red cards at the Germany World Cup, the number was over three hundred thousand Euros. There were many other companies donate money to this campaign, such as the Infront Sports and Media, they donated all proceeds generated from the commercial public viewing licences in Germany, it surpassed seven hundred thousand Euros. Another big income, which was from the FIFA World Cup TV Ticket Show, it generated more than six hundred thousand Euros into the campai gn. Moreover, many famous footballer, such as Pele, Shevchenko, Rooney, Cannavaro etc, they took time from their busy plan to support this fundraising campaign. Through this fundraising campaign, we can see that, during the mega event, it can generate a big number of money and they will use this event to do some other activities such as the fundraising campaign, but we have to consider, it has a good side but it may has a bad side too (FIFA, 2006b). 7. The impact on security: Because of the World Cup event is globally, there was some problem on security area. For example, around two hundred football team fans were arrested by police during the match between German and Polish, and it made a big chaos for the event and the city (Kelso, 2006). Actually this happen had been predicted before because of the two sides of fans would bring their enmity to Dortmund stadium. Although this trouble was happened in the city centre during the game, the people who were inside the stadium were still focus on the match. One of the reasons why the Polish did it was because they had resentment at their opponents behavior at the past. Another reason was because some hooliganism involved. On 2005, there was another demonstration clash between Polish and German, and the result was quite badly. Before the match day, fifty five people had been arrested by German police and four of them carried knife, but it was not enough to stop the problem, at the end of it, around two hundred fans had been arrested by the police in the city centre (Kelso, 2006). A French policeman, he dead because of the two sides fans crashed at the 1998 World Cup. There was an example of the impact on security, because this was the mega event, everything become happened wa s possible and those consequence should be considered (Kelso, 2006). 8. Infectious disease issue: There were some health issues during the global mega event. Actually, the 2006 World Cup was related to some infectious disease, and here was an example in Munich in International Broadcast Centre (IBC) (Eurosurveillance, 2006). A group of people with gastrointestinal symptoms was informed on the local health department on 15 of June. The local health department began to do something for it at that evening, if they did not do that, the consequence would be hard to measure. Those patients came from different countries, such as Mexico, the United States and so on. They had a same point, it was they were all employed by IBC temporarily. At that time, the hygiene precautions were immediately begun, such as disinfecting surfaces and providing hand disinfection liquids in sanitary areas, and multi-language information leaflets was given to people, the local health department also checked the other people through peoples stool sample, unfortunately there were five were proven to be positive for norovirus. Afterward, genotype GGII.4-2006a had been found and totally there were 61 cases of gastroenteritis were linked to the norovirus outbreak in Munich. When you look this example, will you consider to go to this mega event? In this kind of mega events specially on global events have some health issues are quite normal, it just depends it will be serious or not and how to solve the problem by the organization (Eurosurveillance, 2006). There were some other infectious disease events during the World Cup event. For example (Eurosurveillance, 2006), it was reported the biggest measles outbreak was related the event in Germany. The situation was concerned by the Pan American Health Organisation (PAHO) and it had been rising, visitors were also given warning by various European national public health institutes during the event. Totally, 1406 measles cases were found in North Rhine-Westphalia between 1 Jan and 7Jun 2006, when the World Cup began, the number of cases still increased. Another infectious disease event was an outbreak of haemolytic uraemic syndrome (HUS) in North Rhine-Westphalia, Lower Saxony, Hambury and Schleswig-Holstein in Northern Germany, and 15 cases were found totally (Eurosurveillance, 2006). 9. The World Cup and its sponsors: Totally, there were 15 sponsors such as Yahoo, Budweiser, McDonalds, Gillette, Toshiba Philips and so on, they had to pay a heavy of cost to be called as an Official Partner of the mega event (Times, 2006). Furthermore, there were six national suppliers such as Postbank, ODDSET, Deutsche Bahn and so on, it was said that they had to paid around thirteen million Euro to use the rights of Fifa logos and trademarks on their advertising, it was a quite big amount of money. After the event, it was reported that although the demand was over supply, Fifa would make most of the money through the sponsorship deal, in fact, the agreement of the deal was worth over seven hundred million Euro. The problem was appeared, if Fifas exclusivity was not guaranteed no one would agree to pay the money to Fifa, and the contract was all according safeguard Fifas position for every eventuality. It was an example; there was an agreement with Hamburger Sportverein (HSV) for the use of its stadium in Hamburg. Obviously HSV has its own sponsor, AOL, and the stadium is always called AOL Arena Stadium. During the World Cup, the name was changed to Fifa World Cup Stadium Hamburg, Yahoo took the opportunity to become the title sponsor in this period of time and a legal agreement had been enshrined (Times, 2006). It had to be mindful the feeling on non-alcoholic drinks sponsors by Fifa, the Coca Cola. Totally (Times, 2006), there were 12 official fan festivals in those host cities, the contract with Coca Cola was that to supply of virtually every other drink. Because of Coca Cola, many milk suppliers became angry, because they had to wait Coca Cola agreed to supply non-flavoured milk product. It was said that (Times, 2006), brand protection is very important to the organization of the World Cup 2006 by Max Duthie, a sport lawyer with Hammonds. He also said (Times, 2006), Lawyers have been intimately involved in devising strategies and drafting legal agreements to prevent ambush marketing. He continued to add, Fifa will have been liaising, too, with local authorities and the police in order to prevent, as a hypothetical example, Pepsi turning up before a game and handing out thousands of Pepsi T shirts to fans, to that, once inside, sections of the ground could appear devoted to Pepsi. It was said that, in the UK trading standards officers always get involve with event organizes to flight with counterfeit merchandising and intellectual property infringement at sports event (Times, 2006). Actually, the local authorities were persuaded to help Fifa to clamp down on trade mark infringement, and it had been criticised in Germany. At that time, the trademark protection was not the responsibility of public authorities. The official list of licensed manufacturers and samples of their products were sent to customs, because Fifa wanted to protect their own rights. Anyway, it was just the tip of the iceberg although Fifa was fighting for themselves hardly. Ticketing conditions was another problem Fifa had to consider, they planned it carefully to prevent touting. This problem was not only on this event, it is an increasing global problem in modern football. There were some potential intellectual property infringement, such as player disciplinary issues and anti doping regulations, and those mean that when the event was begun, lawyers could not stop their work. We receive numerous queries from businesses who want to check that their campaigns do not infringe Fifas intellectual property. Like many rights holders in modern sport, Fifa protect their rights aggressively, so anyone thinking of exploiting the buzz around the World Cup for advertising purposes has to be very careful, Nick White, a sports lawyer with Couchman Harrington said that (Times, 2006). The inter relationship has never been complex that between sponsors, rights holders, teams, players and spectators, and it has never more intertwined with the law. Just before the World Cup kicked off, the chairman of Crystal Palace Simon Jordan caged his former employee Iain Dowie with his legal action. It is hard to be thought that this chairman was so rely upon to this post employment few years ago. The World Cup 2006 was not just between players, spectator, organization, local people, the government and so on, stakeholders had a quite big range such as lawyer. Something looks like very simple, but actually it is not (Times, 2006). 10. The social impacts from the World Cup 2006: It is known that all sport events have different range of impacts to the community, especially on host communities, sometimes they have focused on economic rather than the social effects. Social impacts have been identified as (Jones, 2007); changes in the structure and functioning of patterned social ordering that occur in conjunction with an environmental, technological or social innovation or alteration. Munich is an example. According a study (310 people was surveyed), 88% of people supported the strengthening of the sense of communities and the relationship improvement between people of different ethnic origin, over 50% of them agreed it strongly and only 8% of them disagreed (Jones, 2007). In terms of the quality of life becomes important. In Munich (Jones, 2007), the co-hosting of the World Cup 2006 led to an increase in shopping facilities was disagreed by 70% people. Therefore, the government used another way to solve it, it was to extend the opening time for shops in the city centre, and also it was allowed them to open on Sunday. Two-thirds respondents thought that, it was a positive impact, actually they prefer to go shopping on Sunday rather than on Saturday. Another impact was because the World Cup, related events have been increased. The World Cup gave a lot of benefit to the host city such as on economy, social well-being and so on. Because of the event, the city has been renewal, many respondents said that, the improvement of the local infrastructure, although the citys situation was not bad at before. It is a quotation from the local people (Jones, 2007), thanks to the good planning by the local council there was no chaos on the road as I am commuting between Munich to Nuremberg every day. Through the quotation it can be seen, the traffic was quite good during the mega event and the local council had done their work. Although there were a lot of benefits, there also had some disadvantages. For example, noise level was increased during the event (Jones, 2007). 11. The environment: Through the event, the organization and the government had done a lot, included on environment. It was a project called Green Goal (UNEP, 2006), its aim was to protect the environment, cut greenhouse gas emissions from transportation area and electricity generation during the event, defeating the waste mountain was another aim. The project was supported by the United Nations Environment Programme mainly. Because of the project, the greenhouse gas emissions had been reduced drastically, 50% from 3.2 million fans to take public transport (UNEP, 2006). Totally, 70% of journey had been made on public transport, foot or bicycle and it was just 30% made by private car (UNEP, 2006). 12. Conclusion: In conclusion, the World Cup 2006 tournament was a quite successful mega event in general, only the Olympic game can compare it. Actually, a mega event has to spend a lot of work on it, and the infrastructure could be complicated. This event led a lot of benefit to the country and those host cities such as on economy, generated a lot of jobs and revenue although the country had to spend a big budget to hold the game. However, there were some disadvantages, such as on security, health issue and so forth. Anyway, according to the study, the general situation was accepted by many residents. The next World Cup will be happened on this year, also it will have many impact for the host country on many area. Event is not always been succeeded, it could also be unsuccessful, so just wait and see for the next game.

The Impact Of Vatsu Shastra

The Impact Of Vatsu Shastra Shelter is one of the basic needs for Human beings. People spend much of their time in their homes. Therefore comfort and environmental conditions are important aspects of a house. Vastu Shastra is the science of building and an art of balancing the structure with environment. Recently the ancient Vastu culture has gained a significant role in the planning and orientation of residential and commercial buildings in India. However in contemporary India this ancient practice is being termed as myth or occult by the majority .Still this practise proves to be extremely popular with contemporary clients, who insist on their house being built and designed as per Vastu Shastra. This thesis deals with Vastu Shastras fundamental rules of architecture which are based on now proven scientific facts and addresses them to todays architectural and interior design practices. The aim is to prove that Vastu Shastra has a scientific background with a practical application and is not just a superstition .The purpose is to remove the fears in the mind of the people about the misconception of Vastu Shastra and its tenets, the fear created by consultants by threats of destruction, death, disease and miserable life. Therefore, knowing and applying the rules of Vastu Shastra would be extremely beneficial for any modern day Architect and/or Interior Designer in India. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.1 The thesis contains four chapters. The first chapter introduces Vastu Shastra and its rules governed by the various elements of nature .This chapter discuss the history and the present of Vastu shastra in India. The second chapter discusses the occult aspect of Vastu .It is an attempt to reason out why people have an impression of Vastu as a superstition and to enlighten and encourage the reader to study Vastu Shastra with an open mind and demystify its occult garb. The third chapter puts forward various issues dealing with environmental relevance of Vastu Shastras rules and their scientific backgrounds. It reveals two important aspects of the relevance of solar energy and geomagnetic energy with Vastu .The first part displays the vector analysis of the varying directional solar energy field as implored on stationary geomagnetic flux. The second part explains the correlation between the movement of the sub atomic particles and the electromagnetic flux. The fourth chapter discusses an ideal Vastu layout and also presents a case study of a contemporary residential project with the application of Vastu rules. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.2 Chapter 1.Vastu Shastra in India 1.History Vastu Shastra is an ancient building science that governed the Indian architecture in the Vedic times. Vastu means building and Shastra means the science so in essence it is the building science. It explains the basis of creating spaces in respect to its surrounding. Vastu Shastra originated around 3000 BC. It was first mentioned in the ancient Hindu scriptures like Rig Veda, Mahabharata etc. In primitive India, education, medication, horoscopy, astrophysics, occultism, metaphysics and religiousness lived in complaisant proximity, their borders superimposing and one enhancing the other. The rules of Vastu Shastra and environmental reflections in residential buildings were established considering the cosmic influence of the Sun, wind direction, magnetic field of the earth and the impact of cosmos on the Earth. House building design, including its internal and external environment, has customarily been the duty of the architects. Vastu Shastra scriptures were written in the olden days when architecture was essentially for the rulers, the nobles and for the divine structures. The fundamental architectural Rules namely climate, orientations, functions, planning, etc are now being overlooked by the architects and designers. Especially in India, the very fact of buying and owning a house is considered as a sign of high class belonging to community and status in the society. Considering environmental factors in buildings is as old as the architecture, the Vastu and the Vedic Era. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.3 With the guidelines of Vastu Shastra the architects can design buildings in such a way that it will bring good health, wealth and peace to the inmates. Man builds the city so that the city shall build its dwellers. (Bhaskar1998) The upcoming occupation of architecture has outcast the Vastu Vidya or the customary Indian wisdom of architecture. Vastu Shastra is as aged as knowledge itself, but the practise of the Vastu Consultants is a fairly new and modified one, it addresses only a part of this science. It is time Vastu Shastra is made free of its mysterious guise and exhibited as a rational and judicious branch of knowledge. Vastu Shastra is furthermore distinguished by the Vastu Pundits (experts) and is termed as The Edifice Science (implication of the rules of this science while designing a building will assuredly bring peace and prosperity to its occupiers) Vastu Shastra has been acknowledged as a science derived from the study of nature and the supernatural by the prehistoric Aryan sages.Vastu Shastra takes into account the influences of the sun, its light and heat. It considers the impacts of earths electromagnetic field, bio-chemical effects in a human body, in order to lead a healthy and prosperous life. Advanced study in neuro-science has proved that the Sun, the Moon and the Planets which are the cosmic counter-parts, have a one-to-one relevance to the various fragments of the human brain. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.4 Hence, the Vedic formula for the orientation of the dwelling towards the east is to achieve the benefits of the morning sun and a perfect square house with a central open space to avoid the scorching afternoon sun. Various ailments like insomnia, cerebral palsy, hypertension, etc experienced healing in the past 15 years with the help of Environmental energy much before it was acclaimed by the scholars of today through the study of Matsya, Mansara and many more epics and were recognised and acknowledged as science for example the military science Dhanur-Vidya The profession of the designer or the architect is absolutely mistaken with the role of the astrologer. (Sahastrabudhe 1999) Traditionally the Indian Architecture was acknowledged as unique and was not subject to be analysed by the western examples. The fundamental rules of Vastu Shastra are based on two important aspects 1. The five natural elements sky, air, fire, water and earth and 2. The eight cardinal directions North, South, East ,West, North East ,North West, South East, South West. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.5 2.Fundamental concepts of Vastu Shastra The science of Vastu Shastra considers the world to be comprised of five basic elements termed as Panch Mahabhoota Vastu Pundits (experts) believed Presence of Life on earth is a result of the balance of these five elements which are present on Earth which is now proven by the modern world scientists. ( Gadge,2003,p.93-96) a.The Five elements of the Nature BHUMI (EARTH) The position of Earth is third in order from the sun. Presence of electromagnetism makes it a large magnet in the space with the North Pole and the South Pole as centres of attraction. Every living and Non living organism on Earth is influenced by its magnetic field and Gravitational pull. JALA (Water)-Water is in a liquid form and is represented by rain, ocean, sea, and river. It forms a portion of every flora and fauna. VAYU (Air) Air is considered as the foundation of life and is a supreme source of life. The comfort value of human beings is directly dependant on the balance of humidity, temperature, pressure, flow and the composition of the air and its contents. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.6 AGNI (Fire) -Fire is symbolised by light and heat which forms an indispensable part of day and night , climatic conditions, radioactivity, avidity, energy and vigour AKASHA (Space) The space or the sky shelters all the above four elements of nature. It is the primary conductor of all the sources of energy for example light, sound, social energies namely emotional and psychological and cognitive energies namely intuition and intellect. There is an unseen relationship amongst all the above five elements. Thus various human conditions can be improved by considering the effectiveness of these five basic natural forces while designing the buildings. The role of Vastu Shastra is to combine these elements of nature and balance them with the man and the matter. Taking advantage of the gifts bestowed by the nature to make a pleasant living and working conditions thereby promoting spiritual well-being and enhancing health and wealth leading to prosperity and happy living b.The Eight cardinal directions Vastu takes into consideration the eight possible directions after analysing and studying the four coordinal directions- North, South, East and West and four angular directions North East, North West, South East, South West ______________________________________________________________________________ A n g e l a G o n s a l v e s Page. 7 In Vastu Shastra these directions are established with the help of a tool called the Vastu compass which is a magnetic compass. The building site is first analysed with this tool and later inscribed on the layout to start the process of designing taking in consideration the Vastu principles.Vastu affirms that it helps one to tune with nature and derive its free benefits by honouring the five basic elements and the eight cardinal directions. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.8 Chapter 2. The Occult aspect of Vastu There are three important factors that influence the misconception of Vastu Shastra. 1.Personal Motives of the consultants Human mind has always been intrigued by the Occult and the supernatural. In a lot of cases the beliefs and faiths of common people have been wrongly used and abused. It is therefore important to understand when and where should one draw the line .This fear of being a victim to such immoral practices by some Vastu consultants who do not understand the subject but scare people for their advantage has created unbelief of Vastu Shastra in India. The purpose of this chapter is to clear the fears in the mind of the people about the misconception of Vastu Shastra and its tenets, the fear created by consultants by threats of destruction, death, disease and miserable life. The truth is that the original Vastu script is lost and all modern available text are only compilation, this has made Vastu a victim of unscrupulous interpretation. 2. Mythological Stories Moreover the terminology used by the ancient scholars while explaining the scientific laws of Vastu Shastra also gives rise to the superstitious aspect of its understanding. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.9 In the ancient times, the Vedas ,or the knowledge ,was limited to a particular cast of people, which is why it was difficult for a common person to understand the principles of this science, if explained in a scientific way. The wise ones used the terminology which was easy for the common man to understand so for example, when the scholars had to say that by constructing a window in a particular direction, one can make the most of the early morning sun rays, they would rather say that by placing the window in a particular direction the deity of that direction will bless them with good health and prosperity.Consequently Vastu in India is treated as a religious duty more than art of construction, which leads to the misunderstanding of its concepts. The problem starts when Vastu Shastra is mixed up with religious rituals. The wise men of yesteryears infused religion in Vastu so that people will implement it and practise it in the fear of the supernatural but today it has been misjudged and wrongly accused in the name of religion and occultism. Indian mythology tells stories of the deity of Foundation Vastu Purusha.(refer to fig.1.1) The stories in the Vedas also have a important role to play in the misconception of Vastu Shastra. There is a Fascinating story about the Vastu Purusha in the Matsya Purana. According to the Vedas, Vastu Purusha is omnipresent in the entire plot irrelevant to its size. It lies on the plot with its head down and his body folded in a peculiar fashion in order to cover the length and the width of the plot. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.10 During his battle with the demons, Lord Shiva got tired and started sweating too much and out of his drops of sweat a cruel looking hungry man was born who began to make penance to appease the deity. Lord Shiva finally was pleased with him and granted him his wish to be the strongest and largest being on Earth. He then stood between the Earth and the heavens. Terrified by this devotee the deities and the demons together pinned him down to the earth. Pitying his state Lord Shiva blessed him and made him the God of Vastu and called him the Vastu Purusha. Since then it is believed that the being is present in every plot with the deities and the demons acquiring and ruling different positions on his body. People listen and believe in such stories and overlook the science of Vastu .They do not probe into the details of Vastu science and term it as a myth. Moreover since the knowledge of Vastu was passed down from generation to generation, it has been modified and more and more stories are weaved around it to make it sound more mythological. However ancient Indian scholars were great mathematicians and also had the knowledge of geology this is shown in the next chapter, which explains the rational and practical aspect of Vastu. 3. Commercial aspect of Vastu Today new flats and apartments in newly constructed buildings are rejected if they are not built according to the Vastu concepts. In fact if your building is designed with the help of a Vastu Consultant then it becomes a USP to sell the Flats in certain parts of India! ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.11 Amusingly some buyers come with a Vastu Consultant to check if it suits their personal needs before making the decision of buying the house of their dreams. This forces the builders to employ Vastu consultants without checking the depth of your knowledge and use them as an added tag to sell their Flats who in turn mislead the customers into buying the flats. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.12 Chapter 3. Environmental relevance and scientific approach to Vastu. In this chapter I will try to delineate the traditional narrations in terms of basic laws, logic and approach of particle physics, biochemistry and energy dynamics. For correlating the significance of directions and forces in Vastu the following topics are very significant: flow characteristics of solar energy, geomagnetic, flux and thermal variations. 1. Solar radiation and its effects Whenever a structure is created it is exposed to the effects of the suns radiations. In tropical countries the south side suffers harsh heat while the north side remains in the shadow area this result in the formation of thermocouple in the space and around the house. In the tropical countries South, South East and Southwest suffer scorching heat while the North .North east and North West remain in the cool shadow section. It can be summarised that disturbance is created due to the high imbalance in the natural order of the geometric flux lines, (flux is defined as the amount of electromagnetic energy that flows through a unit area per unit time) forming nodes at the intersection of the flux lines. These nodes are points of distorted energy potential. Such dislocations trap the sub atomic particles travelling along the flux lines. These particles start resonating under specific conditions and off hazardous micro level radiation. (Mahatme,2003) These emissions have a tendency of worki ng against the existence of life forms. Vastu-Purush-Mandal represents this phenomenon as Yama (Lord of Death). ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.13 The thermal imbalance is the main cause in creating obstacles in smooth energy flow through and around the building. The comprehensive remedial measures available in Vastu Shastra try to equalise the thermal difference and provide harmonious and blissful conditions for the dweller. The wise men of the past understood this and tried to derive a solution to offset the disturbance in the south direction by the following measures. 1. Thick heavy wall on the south side 2. Blocking of the openings in the south side 3. Avoiding any slopes towards the south 4. Orienting the house in such a manner that more open spaces are available in the North and East directions 5. By planting some trees in the South for availing of humid atmosphere. 7. Raising of plinth and compound height in the south direction. If adhered to these rules one can try to create equalise the thermal differentials and create harmonious and balanced living conditions within the structure. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.14 2. Directions and Deities The four main directions namely North, South, East and West represent streams of positive and negative energies .These directions act as either the source or the sink for energies. (refer to fig 1.3)Hence the orientation and alignment of these forces are prearranged in their zones of impact. Whereas the sub directions vis-a-vis North East, South East, North West and South West represent zones of confluence of two different (positive and negative) energy streams which are at right angles to each other. Any disturbance in the flow of these energies triggers turbulence in the flow of the energy which is aligned to the primary direction. The Vastu Pundits combined the positive north and east directions with the negative south and West to determine the effects of the sub directions. These directions were then associated with the positions of the deities depending on the results of the effects of the energies. North East + + residence of God North West + desirable direction South East + Not desirable direction South West residence of Demon ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.15 3. Scientific Approach to Vastu Below we will examine several examples which strongly stand for the fact that Vastu Shastra is based on solid scientific evidence and can be beneficial to the human race. The following Vastu Shastra rules can be easily misunderstood without a rational explanation. Rule 1. Each direction has a Presiding deity .Since Wealth God rules the North and the Sun God Aditya rules East direction, the window openings of the house and also the placement of the water tank should be in the North East direction to welcome the lord, who will then be pleased and will bless you with the healthy and prosperous life The scientific explanation to the above statement is as follows. The sun rises in the East and hence the suns rays emit more light and less heat .Sun rays in the morning are a rich source of vitamin D, which are A vital component in formation of healthy bone. Water is disinfected by UV rays, as the genetic material is altered in bacteria, viruses, and protozoa, which destroys the harmful micro organisms example E. Coli. (Hwaa irfan, 2001). If UV exposure is dozed carefully, it has protective effects against cancer (Severn,2001 p.1). Various diseases are cured using the UV radiations, for example rickets, psoriasis, eczema and jaundice. So when one has openings in their house towards the East direction, it allows the early morning sun rays to enter the house and these are the ultra violet rays which when penetrate in the house and bestow their benefits keeping the inmates healthy and fit. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.16 A healthy and fit person can think and work more efficiently leading to a higher earning and a prosperous life. Now if the openings are created in the opposite direction, then it could be detrimental to the health, as the afternoon rays are the infra red rays, which are strong and harmful. Rule 2.The beds should be placed in such a way so as the head of the person should be in the south direction. The deity of death resides in the South, so one should not face this direction while sleeping, as it invites death. The explanation to the above statement can be found in the earth magnetism. The earths magnetic field runs from South Pole to north pole, so if you sleep in the same fashion then you are aligned with the magnetic flow .Now studies show that Human head and north are both positive poles (Ritu 1999) due to which they repel each other hence it is favourable to sleep with the head in the south for a sound sleep. Sleep disorder leads to a lot of health problems ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.17 Chapter 4.Contemporary Indian Architecture and Design 1. Ideal Vastu House In India a home is not just a shelter for human beings, it is called as Manushyalayawhich means human temple. As per Vastu both house and temple are sacred spaces so a house should be designed with the same concept as the temple. A house design with an open courtyard system was a national pattern of India before the introduction of the western concepts. The arrangement of the built spaces is the basis of creating a spiritual environment needed for the well being and prosperity. Figure shows an ideal layout of a perfectly square building with a superimposed modular Vastu grid of 9 x 9 forming 81 squares meant for a family. The centre space Brahmasthan is supposed to be the nuclear energy field which should be unbuilt and kept open to the sky to connect with the outer space Akasha. The central courtyard is not for the living purpose it can be used for cultural and religious rituals. The next rows of squares which are adjacent to the centre space are to be used for a walkway and the corner squares are to used for the specific rooms. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.18 Following are the directions with the deity that presides them and the specific rooms to be built respectively. (refer to fig 1.2) Direction Deity presiding the direction Suggested rooms North East Dharma(God of righteousness) Prayer room North Kubera (God of wealth) Living room North West Vayu (God of wind) Guest Bedroom, Toilet East Indra (God of Gods) Bathroom West Varuna (God of water) Childrens bedroom South Yama (God of Death) Store room South East Agni (God of Fire) Kitchen and dining room South West Niruthi (Goddess of demons) Master bedroom 2. Case study of a contemporary Vastu House Vastu House By Khosla Associates in Bangalore, India The space planning in this house was designed in harmony with the Vastu orientation and placement concept called Vastu Purusha Mandala . ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.19 To design within dictated predetermined rigid locations specified as per Vastu yet to arrive at a visually stunning and aesthetic architecture was the biggest challenge of this project. Rising lazily from the North East which was the lowest point to South East which was the highest point of the house, it was built on soft split levels. The trees in the open courtyard are beautifully weaved in its linear horizontal and cantilevered roof .The massive stretch of glass blur the spatial boundaries between enclosed space of the house and the open space of the garden.As one strolls down the open living spaces one can experience a sense of infinity, these spaces are divided with sliding bifold doors and certain spaces do not have any barrier at all. All the main areas were positioned as per Vastu Shastra. The Master bedroom is located in the Earth Zone (South West), the location of the kitchen is in the fire zone (South East) and in the zone of water and air (North and North East) was placed the swimming pool. The main door was in the North East and the Childrens bedroom was in the West. Even the position the staircase, the orientation of the bed, study table and wardrobe and position in the bathroom lavatories were designed in accordance of Vastu principles and the flow of the energy. The location of this house is strategically placed near a busy street; a small in-house office for the Master of the house is positioned near the main road. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.20 The entrance to the office is covered by the canopy of some old trees one makes a way paving through them. These trees act as a visual barrier to the rushing traffic on the main road. The black steps which are carved from a local granite leads one from the spacious living room into the courtyard which is open to sky, perched in the centre are some ornamental trees .The roof is cladded with local Mangalore tiles. The support for the roof is hand carved stone columns which are innovative and functional and carry the load of the roof through the diagonal steel struts. Taking advantage of the beautiful climate the dining table is placed in a semi-outdoor space. The first floor which is accessed through a wooden staircase has a large sitting area with a fitness centre. The bathroom has huge glass windows with lots of natural light leading to a massive walk in closet. There is an interesting amalgamation of luxury and Vastu exposed concrete ceiling with rough stone steps and court gravel with polished concrete floors contrast well with fine teak furniture, italian marble and silk and satin furnishings. The park looks interesting with the lap pool on side and on the other side a large rough cut log forming an outdoor dining table to dine under the shades of the giant banyan tree! This is a classic example to show that a house built with Vastu rules does not restrict the creativity of a designer instead presents a challenge to achieve the spiritual atmosphere within a concrete beauty! ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.21 Conclusion To sum up the argument of this dissertation, Vastu Shastra has fascinated some and irritated others but it has intrigued everybody (Gandhi 2006) The first chapter explains the laws of Indian architecture and clarifies its fundamental concepts. The second chapter explains the misconception of terming Vastu an occult by rational and scientific method. The third chapter throws light on the metaphysical aspect of Vastu Shastra. The fourth chapter explains an ideal Vastu layout with the help of a case study. The dissertation with the help of scientific proven facts clarifies the wrong image of Vastu Shastra and encourages the Architects and Interior Designers to have an open mind and look at the insights of Vastu Shastra instead to writing it off in the name of occult practise. Todays Architects and Designers can take the responsibility to educate this science to the common man (Sarkar 2007) The building science has its presence all over the world in different forms and they all have their own principles. From Vitruvius theory to Feng Shui to Vastu Shastra all these sciences are from different parts of the world but they all have the same message. The main purpose of building science is to lay down some guidelines for the architects to design building in harmony with the nature and taking advantage of the prevailing natural gifts of sunlight, wind, cosmic energy and to make a habitat which is beneficial to the inhabitants and make their life happy and prosperous. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.22 BIBLIOGRAPHY 1. CHAKRABARTI, V., 1998.Indian Architectural Theory. London: Curson. 2. DWIVEDI, B., 2004. Sampuran vastu shastra. New Delhi: Diamond pocket books. 3. GAUTAM, J., 2006.Latest vastu shastra (some secrets). New Delhi: Shakti Malik. 4. MALGRAVE, I. AND FRANCIS, H., 2006.Arhitectural Theory. Oxford: Blackwell publishing. 5. PATRA, R., 2006. A comparative study on vastu shastra and Heideggers, building dwelling and thinking. Asian philosophy, 16(3), 199-218. 6. SAHASRABUDHE, N.H. AND MAHATME, R.D., 2000.Mystic science of vastu. Slough: New Dawn press. 7. SARKAR, B. , 2008.A practical approach to vastu shastra. New Delhi: Atlantic publishers. 8. SINHA, A., 1998.Design of Settlements in the Vaastu Shastras. Journal of cultural geography, 17(2), 20. ______________________________________________________________________________ A n g e l a G o n s a l v e s Page.23

Queen Elizabeth I in Love Essay -- History Expository Essays

Queen Elizabeth I in Love A huge obstacle that women only in the near past have been able to conquer is their status in society. Women today have the freedom to take up any profession they desire, attend any school they desire, and most importantly marry anyone they desire. In the 16th-18th centuries, the time of the Renaissance, rebirth, and discovery of grand new worlds, women possessed the status of children in many ways; women were considered minors dependent on their fathers until marriage when that dependency transferred to their husbands. They could not own land, they could not be educated, and they most importantly could not marry whom they chose. The poor could possibly marry for love, but the new wealthy merchant class and the nobility married for political reasons: to increase the fortunes of husbands, for women to enter nobility, or vise versa. This reasoning affected every facet of women’s lives. One of the most important women it affected was Queen Elizabeth I. However, it affected her in a less direct way, as she did not have a father arranging a marriage for her. The lowly status of women is clearly illustrated in the movie Shakespeare in Love. In this movie, Viola, the heroine, is married off to Wessex, deliciously horrible and broke. Viola’s father is a wealthy merchant; her dowry is 5000 pounds. Wessex, a member of the nobility, wishes to marry Viola as an investment in order to recover his fortune. Viola expresses her feelings on this matter on the morning of her wedding day, saying to her father: "I see you are open for business, so let’s to church." She has absolutely no say in this "business transaction." Her father knows, Wessex knows, and even Queen Elizabeth I knows that Viola does not love him. Sh... ...ribed in her poem "On Monsieur’s Departure." In it she describes her love for the Duke and her misery in being forced to deny this love. "I love and yet am forced to seem to hate, / I do, yet dare not say I ever meant†¦" She loves him passionately, but denies that love in order to protect her position as Queen of England. Queen Elizabeth loved a man passionately, but also loved her country and the running of it passionately. She would not give up that responsibility for love. This is illustrated in various works, young and old, from 16th century poems to present day movies. These works also illustrate the status women held during Queen Elizabeth’s time and the attitude held toward marriage. One last thing these works illustrate is how far society has come in increasing the status of women and bestowing on women the rights of love and the freedoms they have today. Queen Elizabeth I in Love Essay -- History Expository Essays Queen Elizabeth I in Love A huge obstacle that women only in the near past have been able to conquer is their status in society. Women today have the freedom to take up any profession they desire, attend any school they desire, and most importantly marry anyone they desire. In the 16th-18th centuries, the time of the Renaissance, rebirth, and discovery of grand new worlds, women possessed the status of children in many ways; women were considered minors dependent on their fathers until marriage when that dependency transferred to their husbands. They could not own land, they could not be educated, and they most importantly could not marry whom they chose. The poor could possibly marry for love, but the new wealthy merchant class and the nobility married for political reasons: to increase the fortunes of husbands, for women to enter nobility, or vise versa. This reasoning affected every facet of women’s lives. One of the most important women it affected was Queen Elizabeth I. However, it affected her in a less direct way, as she did not have a father arranging a marriage for her. The lowly status of women is clearly illustrated in the movie Shakespeare in Love. In this movie, Viola, the heroine, is married off to Wessex, deliciously horrible and broke. Viola’s father is a wealthy merchant; her dowry is 5000 pounds. Wessex, a member of the nobility, wishes to marry Viola as an investment in order to recover his fortune. Viola expresses her feelings on this matter on the morning of her wedding day, saying to her father: "I see you are open for business, so let’s to church." She has absolutely no say in this "business transaction." Her father knows, Wessex knows, and even Queen Elizabeth I knows that Viola does not love him. Sh... ...ribed in her poem "On Monsieur’s Departure." In it she describes her love for the Duke and her misery in being forced to deny this love. "I love and yet am forced to seem to hate, / I do, yet dare not say I ever meant†¦" She loves him passionately, but denies that love in order to protect her position as Queen of England. Queen Elizabeth loved a man passionately, but also loved her country and the running of it passionately. She would not give up that responsibility for love. This is illustrated in various works, young and old, from 16th century poems to present day movies. These works also illustrate the status women held during Queen Elizabeth’s time and the attitude held toward marriage. One last thing these works illustrate is how far society has come in increasing the status of women and bestowing on women the rights of love and the freedoms they have today.

Analysis Of Racism In Huck Finn Essay -- essays research papers

To teach or not to teach? This is the question that is presently on many administrators' minds about The Adventures of Huckleberry Finn by Mark Twain. For those who read the book without grasping the important concepts that Mark Twain gets across "in between the lines", many problems arise. A reader may come away with the impression that the novel is simply a negative view of the African-American race. If we believe that Huck Finn is used only as a unit of racism we sell the book short. I feel that there is much to be learned about Blacks from this book and it should not be banned from the classroom. This is only one of many themes and expressions that Mark Twain is describing in his work. I believe that in Huck Finn slavery is used as insight into the nature of blacks and whites as people in general. Overall, the most important thing to understand is that Mark Twain is illustrating his valuable ideas without pushing them upon the reader directly. I believe that â€Å"Huck Finn† teaches a reader two important lessons about the true nature of people. Throughout the book, one of these main lessons is that Blacks can be just as caring as whites. The white characters often view the blacks as property rather than as individuals with feelings and aspirations of their own. Huck comes to realize that Jim is much more than a simple slave when he discusses a painful experience with his daughter. Jim describes how he once called her and she did not respond. He then takes this as a sign of disobedience and beats her for it. Soon realizing that she is indeed deaf, he comforts her and tries to make up for the act of beating. The feeling that Jim displays shows Huck that Jim has a very human reaction and the fact Jim says, "Oh Huck, I bust out crying....'Oh the po' little thing!" (Twain 151), only further proves to Huck that Jim is as caring as he is. Huck's realization allows him to see that Jim is no longer the ordinary sl ave. The point where Huck completely changes his attitudes towards blacks comes when he is faced with the dilemma of turning Jim in. Huck fights with his conscience and also remembers the things that Jim has done for him. "I'd see him standing my watch on top of his'n, stead of calling me, so I could go on sleeping; and see him how glad he was when I come back out of the fog; and when I come to him again in the swamp, up there wher... ...nable that ignorance and be a victory for racism and not a loss. To consider banning this novel simply because it has situations and characters that are considered racist is superficial. The novel does show the relationships between blacks and whites in the nineteenth century. However, it shows these situations not to promote racism against blacks, but for the reader to better understand the subject. The character of Jim is shown to be caring and considerate towards Huck and more mature and human than the society allows him to be. Although he is shown to be this way, Twain shows the irony and hypocrisy of treating a mature man like simple property. The novel also shows how a boy, who is a product of this hypocritical society, comes to realize the true nature of his friend Jim and how deranged the societies beliefs are. In showing these ironic situations and the transformation that Huck goes through the reader sees racism in a real life setting. People who want to ban the book miss the idea entirely. Instead of getting rid of something that is supp osedly racist, they only perpetuate racism by denying others a good source of material on the subject.

Road Construction in the Amazon :: Exploratory Essays Research Papers

Road Construction in the Amazon When one thinks of the Amazonian rain forest, it is very unlikely that paved roads and highways will come to the imagination. Unfortunately, in the past 35 years road construction has been the main reason for the deforestation in Brazil's Amazon basin. In an effort to expand its frontiers and develop economically the impenetrable areas of the country, Brazil's government has launched a series of projects aimed at improving the infrastructure in the Amazon region. This included mainly the building of big transport arteries such as the Trans- Amazon highway and the subsidizing of small-scale farming along those arteries. The National Development Plans (NDP's) did not meet their initial goals since few people settled in the newly expanded areas and those who settled still suffered from low income, lack of educational opportunities and low life expectancy.1 The negative impact on the environment of the planned human expansion is tremendous. It has been estimated that 10 million hectares of the Amazon forest have been destroyed due to clear-cutting, burning, slash-and-burn agriculture and conversion to pastures. Deforestation is caused mainly by road construction since 74% of the converted areas is within 50 km of roads.1 This clearly shows that frontier expansion and colonization for economical and social reasons has a devastating effect on the environment. The Brazilian Amazon is the largest piece of undisturbed rain forest and, unfortunately, this natural treasure is being damaged very carelessly and at an extremely high rate. Despite the above grim conclusions, the Brazilian government persists in its effort to expand the infrastructure by appropriating more and more land from the heart of the Amazon basin. In 1999, the government started a new program, called Avanà §a Brazil (Forward Brazil), which intends to add 6,245 km of paved highways and 1,600 km of railroads to the existing transportation network. The highlights of the project include the construction of the Santarem-Cuiaba and Porto Velho-Manaus highways, which would traverse pristine forest areas.1 There is a heated debate about the effects on the environment of the new construction project. Researchers and environmentalists predict that "Avanà §a Brazil" will cause deforestation at a rate between 269,000 and 506,000 hectares per year. They also accuse the Brazilian government in negligence and corruption, because "Avanà §a Brazil" was approved without the necessary environmental assessment reports from the Ministry of the Environment.2 Government officials claim that measures have been taken to minimize the negative impact on the environment, but do not present facts and examples of how this is being done.

A Strong Coding Foundation

The healthcare field involves the use of medical language in note taking and diagnosis. For a professional in this are it is necessary to have the coding skills. This paper will look at importance of understanding medical terminology and anatomy in attaining these skills.Effective CodingThe most significant step in a health care profession involves learning the common medical terminology and understanding the code’s meaning. This helps in correct diagnosis and performance of procedural codes written in medical language as in a physician’s notes, thus building the coder’s confidence.The American Academy of Professional Coder's (AAPC's) offers essential courses like Medical Terminology and Anatomy, for medical coding and billing and career preparation in a non-clinical medical profession. It uses the coder’s view to introduce students to the human body in a medical coding and reimbursement profession language. It also provides the certified professional code r (CPC) exam to assess this knowledge requirement.The seriousnessIt is important to take the medical terminology course seriously in order to gain a strong medical knowledge base by avoiding the rush through text, smash through quiz and cramming for exams to ensure long term retention of information. Alternatively, different study methods such as chunking, making mental notes, creating flash cards for a chapter and memorizing by association can be used. In addition, one can also focus more on challenging areas.Application to CPC ExamThe CPC exam’s open book is a great resource for preparation as it contains anatomy images which offer more understanding. Additionally, while taking the exam, confidence and quick movement through questions is of importance.An understanding of medical terminology and anatomy is also essential in the implementation ICD-10-CM and ICD-10-PCS which is more detailed and involves consistent terminology.ConclusionDue to the importance of knowledge termi nology and human anatomy all coders and medical records professionals should ensure that they possess it.ReferencesEricson, B., 2009. A Strong Coding Foundation: Build upon Medical Terminology andAnatomy for CPC Success. Retrieved from < http://healthinformation.advanceweb.com/Student-and-New-Grad-Center/Certifications-and-Credentials/A-Strong-Coding-Foundation.aspx> on 10th July, 2010.