Multiplication Is For White People - 982 Words

â€Å"Multiplication is for White People,† is a very interesting title for a book. Immediately, I thought the book may be about the disadvantages that black children experience relative to white children as it relates to education. Due to the raising expectations in the educational system, there seems to still be an achievement gap among black children and white children in schools. Author Lisa Delpit, provides the reader with a picture of two decades of school reform that leaves people of color feeling that higher education is at a disadvantage. Her research on the historical reform events in education really provided a connection to the metaphor â€Å"Multiplication is for White People,† used as the title of her book. Systematic reform can be defined as specific elements or components in an educational system. Reform is used to aspire change within a specific district or state, that is designed to achieve common objectives. After reading Chapter Six of Author Lisa Delpit (2012) book, â€Å"Multiplication is for White People†, I wonder if systematic reform can ever be achieved. Delpit provided an overview of how Brown vs. Board of Education set the tone for the achievement gap back in the 1960’s. Immediately following the desegregation of schools, black professionals were being replaced with white professionals. In certain circumstances, most of the white teachers and administrators were being hired to replace black teachers or administrators. Delpit provided an example thatShow MoreRelatedMultiplication Is for White People845 Words   |  4 PagesDiscussion Question Student’s Name: Institutional Affiliation Course Date of Submission Contemporary education reforms study on the continuous black-white achievement gap in the public schools, in America. In the book, â€Å"Multiplication is meant for White People†: Raising Expectations for Other people’s Children, Lisa Delpit focuses on these reforms and informs educators that education gap does not exist at birth.. Through her experience in the field andRead MoreRacism And Inequality : An Adult Homework Helper For The Sumner Library870 Words   |  4 Pagesshould handle these injustices. Multiplication is for White People by Lisa Delpit and the episode of the podcast â€Å"This American Life: Three Miles† illustrate the systemic inequality ingrained in the educational system of the United States, while Michael J. Sandel’s book Justice explores how communities should deal with the injustice. My service learning as an Adult Homework Helper for the Sumner Library is an attempt to combat the injustice towards disadvantaged people perpetuated by various systemsRead MoreYoung and Gifted - Original Writing Essay1661 Words   |  7 Pagesso frustrated with his school and the people in it. The teachers seemed to underestimate him and his abilities by making him perform the same meaningless tasks as the rest of the class. But he never lost his passion for learning. The little boy would sit for hours at the public library, the only place where he felt at comfortable, making his friends in the authors and living his life in other worlds. Adam felt that the only people who could possibly understand him wereRead MoreA Report On The Philippines Constitution Of Republic Indonesia1107 Words   |  5 Pagesstage as Pak, as he highlighted that there are conflicts between foreign firms and their local environment which is primarily political, social and cultural . In overcoming the conflicts, the government ought to take the clear step to protect its people. Keynesian theory pressed that the hand of the government is needed to save the unemployment , although there are unfinished debates about whether the state has to put its hand in the economy (market) or just positioned, as Adam Smith cited, as theRead MoreTeaching Should Be Supportive And Demanding1175 Words   |  5 Pagescomprehension, handwriting, and composition (Wilkins, Angela, Garside, 2002). What, then, is the treatment for dyslexia? The treatment, the only prescription for the medical diagnosis of dyslexia is academic intervention. The goal of programs for people with dyslexia should be to help students reach their full potential for learning. â€Å"Teaching should be supportive and demanding† (Wilkins, Angela, Garside, 2002). When looking for an suitable program, these are some things that should be considered:Read MoreNvq Level 21583 Words   |  7 Pagesresponsibilities 4.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Describe the correct practice in the application and removal of PPE. PPE should only be warn once and disposed off in the correct way. 5.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Describe the correct procedure for disposal of used PPE. All used PPE should be put in white bags and removed before leaving the room to prevent cross infection. Taken into the laundry room with a trolley and put into black bin bags. When they are full taken out and put in waste bins. Outcome 6. 1. Describe the key principles of good personalRead MoreThe Presence of Bacteria in Unexpected Spots701 Words   |  3 Pages The presence of bacteria in unexpected spots and locations originate from their ability to thrive in the most uninviting and forbidding places on the planet. Actually, some medical professionals state that germs like bacteria that attack healthy people daily are normally found in locations they are least expected. A huge portion of these bacteria i.e. 80 percent are spread through hand contact by several individuals. Some of the locations where bacteria can be found include the following  ¦ KitchenRead MoreThe National Collaborating Centre For Women And Childrens Health Case Study905 Words   |  4 Pagesmacrophages (white blood cells), stimulation of acute-phase protein synthesis, iron sequestration, and anorexia. (Spacer, 1994). This helps starve bacteria and viruses that need iron to live. Through these physiological changes, it seems fever has an important adaptive role in the hosts survival during infectious episodes. Other studies such as that performed by Antranik et al (2012), also agree that a fever raising the body temperature enhances the immune response, increases the production of white bloodRead MoreThe Roots Of Modern Day Discrimination1049 Words   |  5 Pagesthe conquered people were either killed or enslaved and their culture lost or looked down upon. Such conflicts also brought upon the conception of xenophobia as enslaved people were given no respect and disdained for their cultural and militaristic â€Å"inferiority†. A more recent view at discrimination can be seen with Africans following the beginning of transatlantic trade. The seemingly less technologically sophisticated culture of Africans combined with the elitist disposition of white westernersRead MoreThe Impact Of Drug Trafficking And Organized Crime1099 Words   |  5 Pagesas high numbers of people indulging in organized crime. Drug law enforcement personnel face problems when protecting the United States borders to avoid any drug trafficking instances. Drug trafficking involves smuggling of illegal drugs producing states such as Mexico to the consumer markets in other regions within the United States Organized Crime, on the other hand, is the practice of the offense through threats or violence and aims to collect legal or illegal rent from people in the community (Gavrilova

Taming Of The Shrew (1094 words) Essay Example For Students

Taming Of The Shrew (1094 words) Essay Taming Of The ShrewIn the beginning of The Taming of the Shrew, some say Shakespeare portraysKatherina as a very shrewish figure. Others may argue that she is not shrewishbut just a very strong willed person. At the end of the play some people say sheis transformed into a very kind and gentle person, while again others will arguethat she is not tamed but just putting on an act to show up heryounger sister Bianca, whom has always been more beautiful and charming. Kate islike a wasp, like a foal, like foal that kicks from his halter; pert, quickand determined, but full of good heart. 1. This statement made by one author,shows clearly that he does not see her as shrew-like, even at the beginning ofthe play. The same author states that at the end of the play she has not reallytransformed, rather she has just fallen in love with Petruchio, in essence sheis free from torment because she is no longer seen as the shrew. In thebeginning of the play Kate is consistently in opposition to everyt hing aroundher2, meanwhile Bianca obeys so gently and with such sweet submission thatit is obvious why she is Baptistas favorite daughter2. In the end of theplay, the roles switch and Katherina is submissive to every word of Petruchioand Bianca resists the commands of her new husband. Kates first reaction toPetruchio, her mad wooer, is self-pity, and even her father feels that histreatment of her would vex a saint. He takes her away from the home she isused to, with servants and maids to wait on her hand and foot, to the country. There she is away from the luxurious town life and is cold, hungry and tired. She somewhat learns to watch her temper and obey Petruchio so that he will feedher so she can survive peacefully rather than miserably. I believe that hismethod of taming her is not cruel yet very effective. He shows her that she canget much farther and live life a lot happier if she is nice and entreatshim rather than fighting him. One author (pattern in carpet) says thatShakespeare sees Katherine and Petruchio as in love at first sight. He says thattheir fights are partly like a game and partly a matter of egoism. He seesKatherine as testing Petruchio making sure he is man enough to putup with the worst of her and prove to be the husband she requires. Petruchioaccepts her challenge with delight (and to get Baptistas money), passes allof her tests with ease and in fact does prove to be a suitable husband. Petruchio starts to tame her from the very first time they meet. He stays calmwhen she yells and does exactly the opposite of what she expects him to do. Hecontinues his taming at the wedding by acting even worse than she does, and in away, he paints a portrait of her for her to see. He believes that if she seesthe way she acts by repeating her actions, that she will want to change, to bemore pleasant. I think she acts the way she does in part because she doesntrealize what she does and to people and doesnt fully know why people call herthe shrew. By repeating how she acts Petruchio not only tames her but he winsher love. Even on their wedding day Kate is still furious and does not want tomarry Petruchio. She begins to declare that she will NOT marry him, but he cutsher off and gives her a kiss. Then he will not even let her stay for her ownwedding dinner. I believe that this is all part of his plan to tame her. In theend of the play, some may say she is tamed, while others will say she has justplainly fallen in love. But any way you chose to look at it, she is definitely achanged person. When the other men call for their wives, they send back a replystating that they are busy and just plain ignore their husbands commands. Onthe other hand, when Petruchio beckons Kate all of the men expect her to yelland scream as she always did. But to their surprise obediently came immediately. .u0a1721b137f5d8b7ef756443e9f7a7d1 , .u0a1721b137f5d8b7ef756443e9f7a7d1 .postImageUrl , .u0a1721b137f5d8b7ef756443e9f7a7d1 .centered-text-area { min-height: 80px; position: relative; } .u0a1721b137f5d8b7ef756443e9f7a7d1 , .u0a1721b137f5d8b7ef756443e9f7a7d1:hover , .u0a1721b137f5d8b7ef756443e9f7a7d1:visited , .u0a1721b137f5d8b7ef756443e9f7a7d1:active { border:0!important; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .clearfix:after { content: ""; display: table; clear: both; } .u0a1721b137f5d8b7ef756443e9f7a7d1 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u0a1721b137f5d8b7ef756443e9f7a7d1:active , .u0a1721b137f5d8b7ef756443e9f7a7d1:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .centered-text-area { width: 100%; position: relative ; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u0a1721b137f5d8b7ef756443e9f7a7d1:hover .ctaButton { background-color: #34495E!important; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u0a1721b137f5d8b7ef756443e9f7a7d1 .u0a1721b137f5d8b7ef756443e9f7a7d1-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u0a1721b137f5d8b7ef756443e9f7a7d1:after { content: ""; display: block; clear: both; } READ: The Danger in Trifles EssayShe even makes a speech to the other girls on how they too should be obedient totheir husbands. Once she is finally tamed, she would do anything to pleasePetruchio. One author states she would call the sun the moon, and address oldVincentio as a young girl3. She is so tamed by this point that she would evenkiss him on a public street at his command. An act like this would have beencompletely unthinkable at the beginning of the play. He even tries to kiss herin the beginning and she refuses so he must lie to Seignior Baptista to convincehim he has done a good job at wooing her. He also says that she has a new-builtvirtue, that not only wins the wa ger but it convinces her father to raise herdowry by twenty thousand crowns. The other view, that she is not really tamedhas its arguments as well. Some people see the end of the play as not a sign ofobedience, but just change. It is thought that she still has control over whatPetruchio does, but in a different, more mind manipulative way. She may besubmissive to him, but at the same time, he is just as submissive to her. Ithink that he didnt only tame her, but she tamed and controls him by craftand not violence. Katherina is not the only one in the play to undergo atransformation. Petruchio, in the beginning went to woo Katherina only formoney. He was offered a dowry by Seignior Baptista to get rid of Kate sohe could wed his younger daughter Bianca to one of her many suitors. By the endof the play, it is made clear that Petruchio too changed and had fallen in lovewith Kate. The relationship that they have at the end of the play is truly love. They both are willing to change to make each other happy and they both try inevery way possible to make peace in their family. The ironic part of the play isthat they both think that they have control over the other one. All in allKatherina undergoes a complete metamorphosis from the beginning of the play tothe end of the play. She starts out a girl, acting like foal trying to kick freefrom her harness and ends up a submissive, sweet, gentle and kind woman, whom iscontrolled yet, controls her husband Petruchio, whom she ends up loving dearly.

Employee Attitude Survey on Workplace Privacy

~Surveys, either formal or informal, can serve as effective means for evaluating the attitudes, feelings, values, beliefs, and expectations of a particular sample. By definition, a survey is basically a study undertaken to evaluate the feelings of a target audience or sample towards a particular area of interest (Cohen et al, 2007).Advertising We will write a custom research paper sample on Employee Attitude Survey on Workplace Privacy specifically for you for only $16.05 $11/page Learn More The responses can then be generalized to the whole population if appropriate measures are put in place to ensure data validity. It is imperative to note that every survey must have a well spelt out agenda, and details should be made available to respondents to give them the ability to respond to the questions posed The main purpose of this particular survey was to critically evaluate how the employees felt towards workplace regulations that inevitably affect their pr ivacy, and how such practices influence their performance and job satisfaction levels. Today, more than ever before, there exists glaring concerns about conflicts of interest between the employer’s role of safeguarding the safety and performance in the workplace on the one hand and the employee’s privacy interest on the other. Newspapers and other media channels are filled with reports of senior managers who conduct routine checks on employees’ desks, monitor telephone conversations, and install software application programs to monitor computers and emails. We only get to hear of such stories when an infuriated employee files a lawsuit against his or her employer for perceived infringement on privacy (Hubbartt, 1998). The survey targeted the private sector since the workers’ right to privacy in this particular sector is not essentially guaranteed by either the constitution or federal regulations There are many design issues involved in preparing an effect ive survey. First, it was decided that the survey will utilize quantitative research design since the main objective was to evaluate the relationship between the independent variable, which was workplace regulations towards privacy, and the dependent variables, entailing a multiplicity of attitudes and values held by the employees concerning how the regulations affects their performance and job satisfaction (Hopkins, 2000). Quantitative research designs can either be descriptive or experimental, and this particular survey opted for a descriptive study since it was interested in establishing associations between the above stated variables as opposed to establishing causality.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Having determined on the design to be used for the survey, it was also decided that the survey employ a cross-sectional approach since the respondents were measur ed once to determine the relationships (Hopkins, 2000). Afterwards, the desired sample size was established through both purposive and convenience sampling procedures. Purposive sampling was used since the researcher needed respondents who had adequate knowledge and understanding on privacy issues in the workplace. After this was established, convenience sampling was used. The latter technique samples people based on the principle of being in the right place at the right time (Cohen et al, 2007). Semi-structured questionnaires were also developed for the purposes of data collection. Questionnaires are advantageous in this type of survey due to their ease of application and tested ability to bring out salient information in the most objective manner possible (Cohen et al, 2007). Since this was an attitude survey, the researcher used the unstructured questions to explore new levels of knowledge, not mentioning the fact that such questions gave the respondents the leeway to expound the ir innermost feelings towards the variables under investigation. The above are some of the preliminary design issues that any researcher must be able to aptly solve in line with the key objectives of the study. The study design is particularly important as it determines the type of data that the researcher will receive from the field. Decisions on whether the study will adopt a descriptive or experimental approach are fundamentally important, especially in attitude studies where the researcher is mainly interested in knowing how a particular attitude or behavior develops, and why it develops (Cohen et al, 2007). I Issues of the actual data gathering tools are equally important since they are principally related with the validity and reliability of results. Validity can be basically described as the strength of our own conclusions, deductions, or propositions. Validity seeks to ask if certain inferences or conclusions made from a research study were right, and as such, it depends hea vily on the degree to which a particular data collection instrument employed in the survey is able to evaluate or measure certain issues of interest (Handley, 2005).Advertising We will write a custom research paper sample on Employee Attitude Survey on Workplace Privacy specifically for you for only $16.05 $11/page Learn More Reliability can be simply described as the consistency of measurement. In this particular stud, reliability was described as the degree to which the semi-structured questionnaire was able to measure the variables or phenomena consistently each time the instrument was under similar conditions. This ensured outstanding levels of uniformity in responses given out by the subjects (Handley, 2005). Lastly, it was decided that the questionnaire was to be self-administered, whereby the subjects were expected to fill in the answer either with or without the assistance of the researcher as situations would allow. The distinct advantages of s elf-administering the questionnaires in an attitude survey is that not only does the respondent feel free to answer objectively, but also the whole process takes a little time to complete (Cohen et al, 2007). Here, instructions for administering included: who should complete the survey; who should administer the survey; what instructions should be made available to the participants; what is needed for administering the survey; among others (Instructions, n.d.). As already mentioned, the questions were mostly structured to limit the subjects to the scales given. Some questions, however, were unstructured especially in areas where more explanations were needed. A five-point Lickert-type scale was used to scale and measure the responses. In this type of scale, the instructions would be: 5 represents the most important or strongly agree while 1 represents the least important or strongly disagree. Performing descriptive statistics on such scores will reveal their means, standard deviatio ns, maximum values, minimum values, among others. To achieve objectivity in interpretation of the results, the researcher may have to evaluate three or four questions simultaneously to establish valid relationship or run cross-tabulations (Manion et al, 2007). The importance of attitude surveys in evaluating the behaviors and actions of individuals can not, therefore, be put into question. There attitude surveys are used in nearly every field, from education to psychology to marketing and management to evaluate the perceptions, priorities, values, and expectations held by individuals regarding a particular practice, product, strategy, or service (Manion et al, 2007). In psychology, there are mostly used to come up with frameworks and theories as to how and why individuals behave the way they do when subjected to certain environmental incentives or negative rewards. Attitude informs the mindsets and behaviors of individuals the world over.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Reference List Cohen, L., Manion, L., Morrison, R.B. (2007). Research methods in education, 6th Ed. New York, NY: Routledge. Handley, C. (2005). Validity and Reliability in Research. Web. Hopkins, W.G. (2000). Quantitative research design. Sportscience, Vol. 4, Issue 1. Retrieved from http://www.sportsci.org/jour/0001/wghdesign.html Hubbartt, W.S. (1998). The new battle over workplace privacy: Safe practices to minimize to minimize conflict, confusion, and litigation, 1st Ed. New York, NY AMACOM. Instructions for administering employee safety perception surveys. (n.d.). Web. This research paper on Employee Attitude Survey on Workplace Privacy was written and submitted by user Naomi Vargas to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

The Male Child Professor Ramos Blog

The Male Child It was a sunny afternoon on 21st of April 1986; I was on my way home from school when I suddenly notice a group of people in front of our home in Lagos, Nigeria. Moving closer, I noticed my Aunt was dancing and singing in our native dialect. Suddenly, my younger sister appeared and ran towards me shouting â€Å"Mummy gave birth to a baby boy†. I ran inside the house to see my Mum and my little brother, I smiled and thought to myself that finally I have a brother just like my friends. My mum and Dad had nine children, eight daughters and one son. The male was the only son and the last child of the family. The reason why my parents decided to have so many children was the search for a male child. In Africa, a male child is considered very important because he, as they put it, will be the one to carry on the family name and legacy. If a woman cannot give birth to a male child for her husband, then she won’t be accepted by the husband’s family and the husband will go out and marry another wife that will bore him a son. Before the birth of my brother my mum went through a lot of maltreatment from her in-laws. They come to the house and threaten here with all sorts, like telling her that they will kick her and her daughters out of my father’s house or they will tell her that they will marry another wife for my dad. We the children were not treated differently, they will look at us scornfully as if we were the cause of us been born as girls. They hurl insults at us, calling us different names. They wanted my father to have an heir of his own. They always say, â€Å"Girls don’t inherit their father’s properties†. My mum was always unhappy each time she gets pregnant and gives birth to another girl child. She was desperate for a son because my dad already got 2 women pregnant in his search for a male child. he wanted a son desperately. Unfortunately, both women gave birth to girls. After the birth of my brother, there was happiness and peace written all over my mum and dad. A very big party was thrown to celebrate the birth of an heir to my father. My father was proud to show off his son to all his friends. He was the happiest man on earth. Years after the birth of my brother, my dad treated my brother differently from the rest of us. If my brother doesn’t like a food that was being cooked, then they will have to cook his own type of food separately, of which we the girls didn’t have such privileges. My brother gets away with a lot of things, like sneaking out of the house with my dad’s car and getting into an accident with it. He wasn’t scolded for it, but if any of the girls seek permission to use his car, the answer is always a big â€Å"NO†. He attended a private school while the rest of us went to government public school. This reminded me of my friend’s dad that would rather send his male children to school and tell his daughters that school is not for girls. He will tell them that a woman’s place is in her husband’s house. All his sons went to school and got good education while his wife struggled to educate her daughters. He says his daughters will leave his home eventually when they get married and change their names from his to that of their husbands. So, it’s a waste to spend money in educating them. Today, all his daughters are professionals in their fields of study. He is so proud of them now that he doesn’t hesitate to tell whoever bothers to listen how proud he is of them. We weren’t allowed to bring boys home, my mum kept telling us that it is wrong to have male friends before marriage because a girl should keep herself pure and prepare herself for her wedding night. This is not the case with my brother, he brings his female friends’ home and my mum cooks for them and laugh with them. Despite the gender inequality been practiced in my home, my sisters and I got the quality education we wanted .Today we are all graduates and doing very well in our Chimamanda Ngozi Adichie the author of We should all be feminist said â€Å"And then we do a much greater disservice to girls, because we raise them to cater to the fragile egos of males. We teach girls to shrink themselves, to make themselves smaller. We say to girls: You can have ambition, but not too much. You should aim to be successful but not too successful, otherwise you will threaten the man. If you are the breadwinner in your relationship with a man, pretend that you are not, especially in public, otherwise you will emasculate him.† This explains a society where a female is only to be seen dressed beautifully for her husband and not to be heard. A society whereby a female is not given same opportunity as a male. A society that needs recues from been gender bias. Gender equality has taught me that though physically we are different, intellectually, innovatively and creatively we are the same. Presently, we have a lot of females going into professional field that was once termed the male domain. Today, we have female professors, neurosurgeons, engineers, even female astronauts etc. Gender inequality is still a major issue around the world. Female are still considered lesser than men, they earn lesser than their male counterpart at work. Female child education in some part of Africa is still lacking. Females are underrepresented in politics. There is need for reorientation of people to start viewing women and men has equal in all areas of life. There is a saying in my country that goes like â€Å"What a man can do, a woman can do twice more†.

BUSINESS MODEL INTERROGATION & DEVELOPMENT Essay - 1

BUSINESS MODEL INTERROGATION & DEVELOPMENT - Essay Example Therefore it is extremely important for managers to develop a sound business model as failing to do so would severely disrupt business operations (Hedman and Kalling, 2003). It is with regards to this fact that the researcher will be attempting to evaluate the business model of Toyota Motor Corporation (TMC). Emphasis will be given the manner in which the managers in this company have integrated and developed the business model. The researcher will explain the company’s performance and strategies in the dimensions of product and capital market. Besides that focus will be laid on the organization’s product portfolio. This will allow the researcher to comment on the advantages and drawbacks of the business model implemented by Toyota Motor Corporation and what extent the internal organizational structure contributed to the business model. In that way the researcher will be able to make recommendations regarding any changes that need to be brought within the business model and the organizational structure. TMC is a Multinational Corporation based in Japan which is mainly engaged in manufacturing and distribution of automobiles. The organization operates in three business segments which are automobile production, house design and financial services (Toyota, 2015a). Toyota is presently the market leader in the automobile industry. The company has achieved this stature by selling cars, minivans and trucks as a part of its business in the automobile segment (Thomson Reuters, 2015). Toyota’s business model is based on two fundamental strong frameworks: Kaizen and the lean production system (also referred to as the Toyota Production system). Kaizen means incessant improvements that are to be bought in the quality of products. The managers of Toyota believe in working their way towards innovation in order to develop processes that are aimed towards continuous product development and improvement. Kaizen is an integrated strategy which

Compilation of Online Resources on Language and Literacy Programs Research Paper

Compilation of Online Resources on Language and Literacy Programs - Research Paper Example These skills would help the child or the adult to become a more competent person in the society. There are certain disabilities which can also impair the learning and reading capabilities of the children. Measures have also been taken to address such needs. English literacy and its learning have evolved as an important aspect in modern day times. There are also instances where steps have been taken to improve the English learning capabilities of the immigrants and the families coming from the low economic back grounds. Special emphasis has been shown in some countries to develop the learning and literacy levels of the families of young children to help them learn the vocabulary and logical skills in a better and fast manner. Special trainings are given to the volunteers who conduct such trainings. Title- Teacher Education (School-based programs) URL- http://graduate.lclark.edu/departments/teacher_education/current_teachers/reading/ Annotation - Teacher Education is a school-based pro gram in language and literacy. Lewis & Clark’s Language and Literacy Program has been developed to provide an exhaustive view of the literacy for reading and writing programs in the schools. The course of the study emphasizes on the notion that language with its all richness consisting of the different forms and functions, forms the foundation from which a literacy program can evolve. The courses that are in the Language and Literacy Program leads to Reading Endorsement and allows the person to teach reading in all the four levels beginning with early childhood, the elementary level, the middle section and the high school. The program requires on an average 14-15 semester hours and approximate 18 months in part-time study. Title - Rural Language & Literacy Connections (Rural LLC) (School-based programs) URL - http://r2ed.unl.edu/research_programs/research_rural_literacy.shtml Annotation - Rural Language and Literacy Connections (Rural LLC) is learning and literacy program aim ed at the school levels. It is a unique method that has been designed in order to create an intensive form of literacy-based learning program targeting the rural, low-income based children living in Nebraska. The main aims of the Rural LLC are to enhance the oral language capacity of the young children, their phonological awareness, improving the efficiency of the early childhood professionals found in preschools and in the additional child care settings in order to support the future reading. The primary emphasis that is observed in the program is put on the preschool settings that are mostly center-based. Title - DOORWAY INTO PRACTICAL LITERACY (DIPL) (School-based programs) URL - http://www.dipl.com.au/ Annotation- DOORWAY INTO PRACTICAL LITERACY or DIPL is a language and literacy program that is aimed at the children in schools. It is a complex language technique that aims at making both teaching along with learning literacy more fun and thus effective. DIPL has been formed in a way that it can be used for daily classroom use. DIPL incorporates spelling, the reading skills, basic grammar, punctuation and auditory forms in a sequential program that would cater to all learners. DIPL has developed and uses different phonological skills in its areas of literacy. Title - Workplace English Language & Literacy (WELL) (Community-based programs) URL - http://www.ibsa.org.au/news-and-projects/workplace-english-language-and-literacy-well.aspx Annotation - Workplace Engli

Effectiveness of Direct Mail on Cigarette Vending Industry

Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S Effectiveness of Direct Mail on Cigarette Vending Industry Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S