Comparison: Hector in Iliad vs. Hector in Troy

Heroes possess five timeless qualities. They are always willing to accept a challenge, they are courageous, self-sacrificing, they can overcome struggle with strength and dignity, and they have superior yet human qualities. Over different eras, other qualities that are attributed to heroes change based on society’s changing morals and ethics. The two versions of Hector display the many differences between the Greeks perspective on heroes and the modern contemporary perspective on heroes.To begin with, it is implied that modern heroes are sympathetic and do not love to kill, while heroes in Greek perspectives love basking in glory over defeat of any of their enemies. Hector in the Iliad gloats over the sight of dying Patroclus, taunting him in his last moments alive, whereas Hector in Troy is remorseful when he finds out that it was not Achilles who he fought. He kills Patroclus to stop his suffering and says that it is enough fighting for one day, even though the war has just barely begun. This shows how modern heroes are dutiful to their cause, while not truly liking the violence involved.On the other hand, heroes in Greek perspectives are shown to be individuals who lust to kill and feel no compassion as long as they achieve victory. This ties into how the respect shown towards rivals differs greatly from one time period to another. Hector in the Iliad does not show respect to his enemies, therefore continuously taunting Patroclus. This is unlike Hector in the film who displays his respect for Patroclus by killing him. Hector’s respect in the modern version versus his lack of respect is evidence as to how heroes were believed to feel after defeating their enemy.Finally, these versions show that heroes by Greek definitions are opportunists, while modern heroes will complete a task through their own physical power. Hector in the Iliad is presented as an opportunist, diving in to kill Patroclus after Apollo has already injured him. This is unlike H ector in the film who fights Patroclus all on his own. This shows how the dependency of heroes has changed over time. Even though there are many differences between the perspectives of the Greeks and the modern contemporary, there are also quite a few similarities.First of all, both versions of Hector are displayed as fierce individuals. We can see this from the Hector in the Iliad through the diction used when describing him stabbing Patroclus. Their situation is compared to one of a lion and a tireless wild boar, where the â€Å"lion beats him down with sheer brute force as the boar fights for breath (Line 963-964). † By comparing Hector to such a tough animal and using â€Å"sheer brute force† when explaining how he stabbed Patroclus, his strength is shown. As well, showing that Hector has defeated a â€Å"wild boar† also contributes to showing his superiority.In Troy, just by his leadership and methods of fighting, one can see that he is very powerful. In ad dition, both are very loyal to their cities. They fight with courage and stay focused toward their goal. Even if Hector in the film commands the war to be over for the day, he still knows he has to be faithful to his city and fight again. Hector in the Iliad being the opportunist that he is, also shows his loyalty by finishing off his enemies with pride. All in all, through observing the attitudes and behaviors of the two versions of Hector, it is easy to interpret how these time periods felt about heroes.All heroes possess five timeless qualities in addition to other qualities which are believed to be important during their own time period. Sometimes, one may see that these qualities are quite similar, and other times, they are the exact opposite of each other. In conclusion, descriptions of heroes are created by looking at what will appeal to the readers or viewers based on morals and ethics valued during that time. For this reason, the two versions of Hector possess some of the s ame qualities, but also some very different ones.

Exampls of Price Mechanism in China

In current years in China, a nationwide famous tea called Xihu Longjing Tea is allocated to buyers using the price mechanism. This kind of tea is produced only in one place, Xihu, or West Lake, in Zhejiang Province in China, and is very dependent on weather. If in one year there is frost in spring in which Longjing Tea is harvest and produced, the quantity of production will plummet seriously. This shifts the supply curve to the left in a large scale, which makes the price high-rocket to the new equilibrium point by moving along the demand curve. Then in this year Longjing Tea will become a kind of luxurious drink.Only rich people are able and have the willingness to purchase, who regard this as a way to show off their wealth. I think the society should use the price mechanism to determine for whom this good is produced because as rareness, luxury, as well as consumption for enjoyment, the change of the price will not make big effect on the living situation of the middle class and di sadvantaged consumers. Price mechanism in the market of Longjing Tea has no impact on social equity but improve efficiency of allocation. Also in China, vegetables and meat are products that are not allocated by the price mechanism.Instead the price is stipulated by the government. Although vegetable production and transportation, like Longjing Tea mentioned above, are affected by seasonal climate, the Chinese government makes its effort to stabilize the price. I believe that the society should not use price mechanism to allocate vegetables and meat because they are daily necessities, which are produced for all people, the riches, the middle classes, as well as the poors. I think government should spend some of their revenue to stabilize the increasing price in order to gain equity and the stability of the society.

Abnormal Psychology Critique

Changes in impairment level, functional status, and use of assistive devices by older people with depressive symptoms. Dayao, Arveene L. BS Psychology II – 01 Manila Tytana Colleges To be submitted to : Ms. Sheila Laine Dela Paz Date submitted : January 30, 2012 ABSTRACT This study sought to understand how functional status, impairment level, and use of assistive devices change over 3 years for older adults with depressive symptoms. I further explored factors that predict change in severity of depressive symptoms. During 3 years, participants experienced ncreased physical disability, a decline in severity of depressive symptoms, and an increase in the total number of assistive devices owned. A significant number of older adults will experience a decrease in depressive symptoms over 3 years, despite an increase in physical disability. They also will obtain more assistive devices as they age. The specific issue that stands out in the journal is relative to the various changes in impairment level, functional status and use of some suggested assistive devices that could be used by older people who suffer symptoms of depression. I do very much agree how the author ouched the subject and explained depression among the older people. There is nothing from the journal article that I disagree about. The points presented by the author about the existence of this feeling of depression among the older people are true and satisfactory. The second journal that I have, Suicide In Older Adults : Nursing Assessment Of Suicide by Linda Garand, PhD, APRN, BC, Ann M. Mitchell, PhD, RN, AHN, BC, Ann Dietrick, MSN, APRN, BC, Sophia P. Hijjawi, BSN, RN, and Di Pan, BSN, RN, is somewhat parallel to my first journal. This second article talks about suicide in older adults.It is being discussed here that suicide and attempted suicide is associated with depression, psychosis and substance abuse among younger individuals, yet among older adults, depression and co morbid medical cond itions play important contributory roles. Same as what was being talked about in the first article. The issue that attracts my attention is on the prevalence of suicidal behaviors in older adults and lays a foundation for understanding the role of risk factors in the prevention of suicide. Just like in the first article, the issue focuses more on depression on older adults.It has been proven that the older adults are the one that easily get depressed than the younger ones. Just as no single factor is universally causal, no single intervention will prevent all suicides. The multi-dimensionality of suicide presents great challenges, but also has important implications for prevention. Suicide in late life must be understood as a complex combination of interactive effects in which mood disorders take a central role. Our ability to more precisely target preventive interventions will hinge on a better understanding of those relationships. Until then, urses and others must be diligent in t he identification of older adults at risk for suicide. Subgroups of older adults at high risk for suicide include those with depressive illnesses, previous suicide attempts, physical illnesses, and those who are socially isolated. Therefore I can say, that major depression is the most common diagnosis in older adults (of both sexes) who attempt or complete suicide. This study used data from Rehabilitation Engineering Research Center on Aging Consumer Assessment Study, a longitudinal study of coping strategies of elders with disabilities.Seventy-three participants with depressive symptoms were interviewed at baseline and 3 years later. I believe that the author used the most appropriate method because they have come about with good results. And thus, there is no other appropriate or suitable way to test the depressive symptoms of older people than having a study or conducting a survey on a rehabilitation center. For me, application through conducting tests would be the best idea to p rove whether the issue is correct or not. The journal article fully and clearly explains what depression is all about that affects the lder people. It is notable that depression happens to some people more especially the old ones who are said to be prone to the disorder. Upon relating the topic to my course, such situation is under the field of Abnormal Psychology. The field is of great importance to students taking up Psychology course like me who would desire to pursue the field of Clinical Psychology. As depression is common and could happen to everyone, this study is applicable to all. Through it, we shall have a clear idea of the appropriate way to do if ever we meet or experience a feeling of depression.Above all things, this will be a great help to me who would really like to be a successful Clinical Psychologist in the future. REFERENCES Mann, William C. , et al. â€Å"Changes in impairment level, functional status, and use of assistive devices by older people with depressi ve symptoms. †Ã‚  AJOT: American Journal of Occupational Therapy  62. 1 (2008): 9+. InfoTrac Custom 100 Titles. Web. 19 Jan. 2012. Document URL http://find. galegroup. com/gtx/infomark. do? &source=gale&srcprod=SP00&prodId=SPJ. SP00&u serGroupName=phmtc&tabID=T002&docId=A208219498&type=retrieve&contentSet=IAC-Documents&version=1. 0 Agree, E. , & Freedman, V. (2003). A comparison of assistive technology and personal care in alleviating disability and unmet need. Gerontologist, 43, 335-344. American Psychiatric Association. (1994). Diagnostic and statistical manual of mental disorders (4th ed. ). Washington, DC: Author. Bergner, M. , Bobbitt, R. , Pollard, W. , Martin, D. , & Gilson, B. (1976). The Sickness Impact Profile: Validation of a health status measure. Medical Care, 14, 57-67. Bradburn, N. (1969). The structure of psychological well-being. Chicago: Aldine. Center for Functional Assessment Research. 1990). Guide for use of the Uniform Data Set for Medical Rehabilitatio n (Version 3. 1). Buffalo, NY: Author. Chen, T. Y. , Mann, W. C. , Tomita, M. , & Nochajski, S. (2000). Caregiver involvement in the use of assistive devices by frail older persons. Occupational Therapy Journal of Research, 20, 179- 199. Federal Interagency Forum on Aging-Related Statistics. (2004). Older Americans 2004: Key indicators of well-being. Washington, DC: U. S. Government Printing Office. Fillenbaum, G. G. (1988). Multidimensional functional assessment of older adults: The Duke Older American Resources and Services procedures.Hillsdale, NJ: Erlbaum. Fillenbaum, G. G. , & Smyer, M. A. (1981). The development, validity, and reliability of the OARS Multidimensional Functional Assessment Questionnaire. Journal of Gerontology, 36, 428-434. Folstein, M. , Folstein, S. E. , & McHugh, P. (1975). â€Å"Mini-Mental State†: A practical method for grading the cognitive state of patients for the clinician. Journal of Psychiatric Research, 12, 189- 198. Gilson, B. S. , Gilson, J . S. , Bergner, M. , Bobbit, R. A. , Kressel, S. , Pollard, W. E. , et al. (1975). The Sickness Impact Profile: Development of an outcome measure of health care.American Journal of Public Health, 65, 1304-1325. Hamilton, B. , Granger, C. , Sherwin, F. , Zielenzy, M. , & Tashman, J. (1987). A uniform national data system for medical rehabilitation. In M. Fuhrer (Ed. ), Rehabilitation outcomes: Analysis and measurement (pp. 137-147). Baltimore: Paul H. Brookes. Hamilton, M. (1960). A rating scale for depression. Journal of Neurologic Neurosurgical Psychiatry, 23, 56-62. Hoenig, H. , Taylor, D. , & Sloan, F. (2003). Does assistive technology substitute for personal assistance among the disabled elderly? American Journal of Public Health, 93, 330-337.Kruskal, W. , & Wallis, W. (1952). Use of ranks in one-criterion variance analysis. Journal of the American Statistical Association, 47, 583-621. Lebowitz, B. , Pearson, J. , Schneider, L. , Reynolds, C. , Alexopoulos, G. , Bruce, M. , et a l. (1997). Diagnosis and treatment of depression in late life. Journal of the American Medical Association, 278, 1186-1190. Lenze, E. , Schulz, R. , Matire, L. , Zdaniuk, B. , Glass, T. , Kop, W. , et al. (2005). The course of functional decline in older people with persistently elevated depressive symptoms: Longitudinal findings from the cardiovascular health study.Journal of the American Geriatric Society, 53, 569-575. Lubin, B. (1967). Manual for the Depression Adjective Check Lists. San Diego, CA: Educational and Industrial Testing Service. Mann, W. , Llanes, C. , Justiss, M. , & Tomita, M. (2004). Frail older adults' self-report of their most important assistive device. Occupational Therapy Journal of Research: Occupation, Participation, and Health, 24, 4-12. Mann, W. , Ottenbacher, K. , Fraas, L. , Tomita, M. , ; Granger, C. (1999). Effectiveness of assistive technology and environmental interventions in maintaining independence and reducing home care costs for the frail elder ly.Archives of Family Medicine, 8, 210-217. Noel, P. , Williams, J. , Unutzer, J. , Worchel, J. , Lee, S. , Cornell, J. , et al. (2004). Depression and comorbid illness in elderly primary care patients: Impact on multiple domains of health status and well-being. Annals of Family Medicine, 2, 555-562. Ottenbacher, K. , Mann, W. , Granger, C. , Tomita, M. , Hurren, D. , ; Charvat, B. (1994). Inter- rater agreement and stability of functional assessment in the community-based elderly. Archives of Physical Medicine and Rehabilitation, 75, 1297-1301. Pollak, N. , Rheult, W. , ; Stoecker, J. 1996). Reliability and validity of the FIM for persons aged 80 years and above from a multilevel continuing care retirement community. Archives of Physical Medicine and Rehabilitation, 77, 1056-1061. Pollard, W. , Bobbitt, R. , Bergner, M. , Martin, D. , ; Gilson, B. (1976). The Sickness Impact Profile: Reliability of a health status measure. Medical Care, 14, 146-155. Pollock, B. , ; Reynolds, C. (20 00). Depression late in life. Harvard Mental Health Letter, 17, 3-5. Pollock, B. , ; Weksler, M. (2000). Clinical update: How to recognize and treat depression in older persons.Geriatrics, 55, 67-7 . Raccio-Robak, N. , McErlean, M. , Fabacher, D. , Milano, P. , ; Verdile, V. (2002). Socioeconomic and health status differences between depressed and non-depressed elders. American Journal of Emergency Medicine, 20, 71-73. Radloff, L. (1977). The CES-D scale: A self-report depression scale for research in the general population. Applied Psychological Measurement, 1, 385-401. Radloff, L. , ; Locke, B. (Eds. ). (1986). The community mental health assessment survey and the CES-D scale. In M. M. Weissman, J. K. Myers, ; C. E. Ross (Eds. , Community surveys of psychiatric disorders (pp. 177-189). Piscataway, NJ: Rutgers University Press. Raskin, A. , Schulterbrandt, J. , Reatig, N. , ; McKeon, J. (1969). Replication of factors of psychopathology in interview, ward behavior, and self-report r atings of hospitalized depressives. Journal of Nervous and Mental Disease, 148, 87-96. Roelands, M. , Van Oost, P. , Buysse, A. , ; Depoorter, A. (2002). Awareness among community- dwelling elderly of assistive devices for mobility and self-care and attitudes towards their use. Social Science and Medicine, 54, 1441-1451.Rosenberg, M. (1965). Society and the adolescent self-image. Middletown, CT: Wesleyan University Press. Substance Abuse and Mental Health Services Administration, Center for Mental Health Services, ; National Institute of Mental Health. (1994). Mental health: A report of the Surgeon General— Executive summary: Chapter 5–Depression in older adults. Rockville, MD: Authors. Retrieved February 13, 2003, from http://mentalhealth. org/features/surgeongeneralreport/chapter5/sec3. asp Schiller, J. , & Bernadel, L. (2004). Summary health statistics for the U. S. opulation: National Health Interview Survey, 2002. Vital Health Statistics, 10(220) 1-101. Tomita, M. , Mann, W. , & Fraas, L. (2004). Predictors of the use of assistive devices that address physical impairments among community-based frail elders. Journal of Applied Gerontology, 23, 141-155. Verbrugge, L. , & Sevak, P. (2002). Use, type, and efficacy of assistance for disability. Journals of Gerontology Series B: Psychological Sciences and Social Sciences, 57B, S366-S37 . Wechsler, D. (1955). Manual for the Wechsler Adult Intelligence Scale. New York: Psychological Corporation.Westfall, P. , ; Young, S. (1993). Resampling-based multiple testing: Examples and methods for p-value adjustment. New York: Wiley. Wilcoxon, F. (1945). Individual comparisons by ranking methods. Biometrics, 1, 80-83. William C. Mann, OTR, PhD, is Chairperson and Distinguished Professor, Department of Occupational Therapy, University of Florida, P. O. Box 100164, Gainesville, FL 32610-0164; [email  protected] ufl. edu Jessica L. Johnson, MA, OTR/L, is Research Assistant, RERC-Tech-Aging, Rehabilitation Scie nce Doctoral Program, University of Florida, Gainesville.Lisa G. Lynch, MHS, OTR/L, is Occupational Therapist and Owner, Creative Therapy Works, Inc. , Lake Worth, FL. Michael D. Justiss, PhD, OTR/L, is Assistant Professor, Department of Occupational Therapy, Indiana University-Purdue University at Indianapolis. Machiko Tomita, PhD, is Associate Professor, Department of Rehabilitation Science, University at Buffalo, State University of New York. Samuel S. Wu, PhD, is Assistant Professor, Department of Epidemiology and Health Policy Research, University of Florida, Gainesville.

The Pursuit of a MBA Essay Example | Topics and Well Written Essays - 750 words

The Pursuit of a MBA - Essay Example In his book ‘Managers Not MBAs’, Henry Mintzberg (2004) mentioned that, despite the fact that the MBA is regarded as the ‘education for management’, it actually prepares the ‘wrong people in the wrong ways with the wrong consequences’. One of the major reasons for such criticisms is that the MBA programme gives too much of importance on the management theories while ignoring the need to develop the practical expertise. This leads to an imbalance in the supply and demand of proficient managers in the context of real scenario, opposed to theoretical knowledge. Pfeffer & Fong (2002) questioned the lack of repositioning of the MBA model over the years and discussed that a number of interpersonal and social skills required in the current corporate world cannot be developed through an MBA programme. The authors stated that the fact that the individuals graduating from the most elite MBA programs realized the maximum salary packages is due to the fact that these individuals were chosen by their institutes on the foundation of their competences and qualifications which were way better than the average. Thus, it could be inferred that the personal characteristics of the candidates are more important than what is being taught in the MBA programme. This explanation is consistent with the verity that the curricula of majority of the MBA programmes and the course books utilized are extremely analogous across business schools of different statures. Thus, it can be concluded that there are no significant distinctions in the knowledge being imparted in the different MBA programmes. Nonetheless, the individuals undertaking MBA generally benefit in terms of both intrinsic as well as extrinsic aspects of career development and success. A few of the aspects enhanced by taking up an MBA are confidence, credibility, social status and remuneration among others. The MBA degree prepares the candidates with a perceptive of the variety and miscellan y that they would gradually deal with in their place of work. This enables the individuals to discover the principles, values and conducts suitable for that environment. Moreover, MBA degree is believed to develop the skills necessary in the process of information investigation, interpretation of data as well as the proficiency in taking up new endeavors. Furthermore, the MBA programme also enhances the presentation as well as negotiation ability and the social interaction capability of an individual. The MBA classrooms are the sites of vigorous discussion and arguments amongst the students; the involvement of individuals in such a vibrant atmosphere reinforces their aptitude to investigate, converse, convince, and reach agreement while integrating diverse viewpoints. Thus, on the whole, the MBA programme is linked with attributes for swift career progression. Sturges & Et. Al. (2003) identified that the major result of the MBA programme in addition to enhanced self-assurance, was t he evolution of the ‘knowing why’ and the ‘knowing how’ career proficiencies in the candidates, which are highly esteemed in the management world. In the assessment of changes in terms of management role and function as well as income levels of individuals prior and post their MBA degree,

Synopsis Essay Example | Topics and Well Written Essays - 500 words - 1

Synopsis - Essay Example They are the young men and women who seek to know about their ancestors (Nelson 270).The audience can also be students of history who are seeking knowledge about the cultures and traditions of the Americans and the Metis. Moreover, the target audiences are the Metis, especially those challenged to integrate different parts of their lives. The essay highlights the relations between humans and nature. It talks of people from different ethnic backgrounds living and interacting together in different aspects of life. Consequently, it addresses the tapestry of lifestyle. According to the culture of Hindus and other religions, the writer reveals different values and importance of trees and the nature in general (Nadkarni 1). Finally, the essay advocates for the protection of trees or nature. The audience here is a panel of environmentalists. The writer argues out key reasons on why we need to embrace science and protect the environment especially trees. This is in connection to what environmentalists do. Spiritual leaders can also form the audience, since they need the information concerning their spiritual beliefs and nature. In this way, they can effectively pass the knowledge to the congregation. The essay talks about nature in terms of the soil, water, sun and vegetation (Bell). It starts from the early days when man was completely tied to nature. In connection to this, the black folks found hope and strength to live from the soil itself. Consequently, they used to farm during the colonial periods. Moreover, nature is depicted to bring out a sense of peace and harmony as is seen in the lives of country men who conserve nature and stick to farming. This is in contrast in the life experienced in the urban areas where nature has been compromised. The audience of this essay is the history students who need to know the capitalism of the white men on the lives of the black folks who

Positive Effects of Balancing Government Budget Essay

Positive Effects of Balancing Government Budget - Essay Example This essay outlines the importance of maintaining a balanced government budget to the state of a national economy. Governments should balance their budget to ensure that it operates comfortably on its revenues, within its means. Government obtains revenue from three major sources. These are through direct taxes, borrowing, and printing money. When the government imposes taxes, funds from entrepreneurs, businessmen, personal incomes and capitalists are collected. These funds are channeled to the treasury, where politicians and policy makers control on how to spend in a given particular financial year. Balancing budget enables the government to set and make realist financial judgments, which are not at the expense of the taxpayers. The current global recession has drastically reduced the level of income both at individual and national levels, as a result of job losses and shrinking of major markets. Balancing government budget would be beneficial in a number of ways. It would enable the government to control and critically analyze its spending. This will enable it to prioritize on the most important sectors, for example health, education, housing, security and welfare of workers. This would cushion these key areas from incurring budgetary deficits during periods of financial crises. Balancing government budget just as in personal budgets encourages utilization of resources more wisely. The government owes the taxpayers an obligation to use their money on provision of certain goods and services.

Selective Laser Melting of Iron Essay Example | Topics and Well Written Essays - 250 words

Selective Laser Melting of Iron - Essay Example It is imperative to note that the carbon content of steel plays a critical role in determining processability of SLM. High carbon content also has adverse effect on high speed steel and SLM produced steel, since they portray a limited densification response. Wright et al. [2], in his research, found out that with increase in carbon contents, there is increase in the thickness of the carbon layer sifted on the melt surface. Just like the oxide layer, the carbon layer has a critical influence mostly on diminishing wettability and causing the melt to spheroidise rather than flow across the underlying surface. In addition to this, the brittleness of SLM manufactured high carbon content steel is increased by the formation of complex interfacial carbides at grain boundaries. Childs et al. [4], through his research, concluded that the dissolution of carbides is favored by increasing the heat flow in the treated powder. On the same breath, increasing heat flow homogenizes distribution of all oying elements. Thus, a thin powder layer thickness, which is less than 100mm, is more recommendable for laser melting. This is besides the optimization of laser types and parameters. Due to this reason, high volumetric energy density for both elemental homogeneity and powder consolidation is achieved [5-7]. In this process, heat generated from a CO2 laser is used to sinter systematic powder layers from 3D objects arranged layer by layer [8]. Due to this, the time required for tool making is considerably reduced. The basis of the sintering is the â€Å"liquid phase sintering mechanism.† The technique involves melting the powder partially. This is also termed as semisolid consolidation mechanism [9-10]. In this form of sintering, a minute amount of liquid phase (comprising between 1 - 10% by volume), with solubility for the solid considered to be at sintering temperature, is employed. When cooled, the liquid crystallize at

Investigate working relationships within a services industry Essay

Investigate working relationships within a services industry context(hospitality mangement) - Essay Example Hospitality Management is the administration of people and services that is essential in the tourism industries in all parts of the world (The Ohio State University at Lima, n.d.). It is a multi-disciplinary major that provides proficiency and competence for the administration, marketing, and above standard operations skills in the accommodations, food, travel and other tourism services to people apart from their homes (Bureau of Economic Analysis, n.d.; MyMajors, n.d.) whereby uninhibited application of irrefutable management theories and principles is implemented (Degree Directory, n.d.; The Ohio State University at Lima, n.d.). It entails indisputable competence in the diverse features of a global business which is comprised of strategic planning, design and construction, finance and marketing, administration, supervision and operations (MyMajors, n.d.). Hospitality managers usually concentrate on specific areas of specializations which cater to particular functions. These could be human resources, food services, guest services and information systems. Nevertheless, top-level managers and executives should have an across-the-board knowledge and skills required for the effective operations of various departments and how they draw together (Degree Directory, n.d.). The legacy began with the distinguished Swiss hotelier Cesar Ritz known as the â€Å"King of hoteliers and hotelier to kings† who valiantly changes the definition of â€Å"luxury hotel experience" in Europe. With his personal philosophy of service and innovation, he commenced the Ritz-Paris and Carlton-London during his time. As a consequence, since the time of its commencement, the Ritz-Carlton Hotel Company, L.L.C.—more popularly known as The Ritz—is one of the most progressive luxury hotel groups in the world. The first branch was the Ritz-Carlton in Boston, Massachusetts set off on 1927

Gun Control In America Essay Example | Topics and Well Written Essays - 1000 words

Gun Control In America - Essay Example However, it has also been viewed that most of the people living within the country prefers keeping gun as a safety measure to avoid any such critical situations, which directly relates with the life of people (World Health Organization, 2002). Thesis Statement The main objective of this essay is to provide a valid argument regarding Gun control in America. This paper intends to describe about the implementation of gun policies within America to control the rising crime resulting from possession of gun by the common people within the country. Additionally, the paper also contains supporting statement made by many critics. Discussion In-favor The topic of gun control has been in debate amongst many critics, as it has been viewed that the crime rate resulting from possession of gun has risen to a great extent. The violence resulting from possession of firearms in the United States is considerably high, as compare to other developed countries. However, the recent increase in the crime ra te has force the government to implement new laws that restricts certain categories of individuals from possessing firearm as a safety measure. ... rior to the mass shooting on August 5, 2012, a 40 years old individual who worked with the U.S army was found entering a Sikh temple and committed a mass shooting resulting in death of 6 people and 3 critically wounded. Furthermore, it has been mentioned that one of the individual whom the offender allegedly shot several times was a police officer. Later, it was found that Wade Page the offender legally bought the guns from a registered ammunition shop located in West Allis, Wisconsin through cash payment (Krouse, 2012). Against Although, it has been observed that there exist many situations, where the use of gun has been illegally used causing harm to the general public. But in a country were crime rates are increasing at a rapid speed, it has been ascertained that people prefer keeping gun as a safety measure as it helps them to be secured in situations such as robbery, theft and rape among others. For instance, according to a survey conducted in 1993 amid 4977 families showed that 0.5% of the total number of people used gun for defensing themselves. They also stated that using gun was needed; otherwise they would have been killed by the offender. Additionally, on the basis of another survey being conducted in the year 1994, it was revealed that the people generally use gun to frighten away invaders who breaks into their houses almost 498,000 times per year. Furthermore, it has been estimated that in the year 2009, the country had a total population of 307 million people out of which almost 300 million of the civilians owned firearms within the country (Peaceful Americans against War, Violence and Gun Proliferation PAC, 2010). The aforementioned facts and figures contradict the control of arms and ammunition by the common people within U.S.A. Three to Four Pieces of

Marketing Professional Practice Essay Example for Free

Marketing Professional Practice Essay Executive Summary This report aims to develop some feasible strategies for a non-profit making organization – Care For Your Heart to achieve objectives in certain areas: 1. Enhancing the public awareness of the organization’s profile and service; 2. Reaching the youngsters and working group segments; 3. Gaining more donations for future development; and 4. Strengthening the network with medical doctors or nurses as part of voluntary work. These objectives can be carried out by the three main recommended strategies, include rebranding, sponsorship campaigns, and volunteer programs. Before launching other programs, rebranding is recommended to refine the image of Care For Your Heart by designing a new logo and name, which is more professional and appealing to the target market. The rebranding is also related to the strategies for achieving the organization’s new direction. The sponsorship campaigns aim at attracting companies for sponsorship, enhancing public awareness, and attract donations. The prospective sponsors include Nestle, Hung Fuk Tong, Watson, and HKHC. The respective strategies are Nestle milk powder lid design, Turn in Your Can; Hung Fuk Tong Care For Your Heart soup series; Watson Heart Caring Bottle Label Competition and launch of water bottle, carboy bottle design and poster distribution at offices; Cardiac Health Care Bus, Health Care Charity Fund, professional health talks, and Charity Health Check Day. Furthermore, volunteers for current and future events and campaigns are sourced from IVE, medical colleges, doctors, and HKHC. These strategies provide substantial benefits to Care For Your Heart. By successfully striving sponsorship and donations, Care For Your Heart can enhance its visibility, awareness and credibility via appearance of logo on sponsor’s products and websites. Donation is easier to attract when the organization is more credible, and more funds can be used to offer more activities for its members and the public. The campaigns and volunteer programs allow the organization to reach its young and business target markets when products and events are exposed at heavy traffic spots and offices. The sponsorship programs will last for two years, and the volunteer program is on a continuous basis, which the details are shown in the timeline in the later part of this report. And the estimated budget is set. Background of Organization Care For Your Heart is a registered non-profit charitable organization formed by a group of cardiac patients together with their families since 1995. Its services mainly target cardiac patients and their families. In 1998, Care For Your Heart set up the first cardiac mutual help and resource center, and is committed to patients and the public health (Organization Introduction 2010). Up until 2011, Care For Your Heart has more than 2600 members, and over 180 volunteers (Number of Members 2010). Members mostly age around 51 to 80 (Age of Members 2010), and geographically concentrated in Hong Kong Island (Residence of Members 2010). The sources of funds is attracted from multiple channels; include donations, Community Chest, Social Welfare Department and other activities (Sources of Funds 2010). Logo of the Organization The flower-liked logo represents that the organization is concerned about heart related issues. Vision and mission of Organization Care For Your Heart aims to encourage mutual support spirit among cardiac patients and family support, so that the patients can positively face their illness (Organization Introduction 2010). It strives to enhance cardiac patients knowledge towards cardiac diseases, boost recovery, and prevent the opportunity of relapse; to act as a bridge between patients and medical institutions in order to provide all-round services; gather patients, protect and strive for rights and welfares; promoting social knowledge about cardiac disease, prevention, caring and accepting cardiac patients and enhance public awareness towards heart healthiness (Organization Introduction 2010). Care For Your Heart aims to increase the number of members; encourage members nd others to volunteer in charitable events and supporting activities; to attract more stable funding, such as monthly donation; to enhance awareness and educate public about the increasing trend of youngsters suffering from coronary heart disease; to motivate general public changing their lifestyle to improve health; to attract business groups’ awareness about cardiac disease; to establish a stronger network with doctors for f acilitating volunteer work, and other events and activities. (Future Prospect 2010). . Introduction The chairman of Care For Your Heart has illustrated the current issues faced by the organization and proposed several questions. This report is to develop feasible strategies for the organization to overcome its situation and further development in certain area. 1. Develop relevant strategies in order to enhance the public awareness of the organisation’s profile and service; 2. Attract more younger and working groups to join the organization; 3. Gain more donations for further development and 4. Strengthen a network of medical doctors or nurses as part of voluntary work. 2. Target Market 3. 1. Target Group The target market is defined by Care For Your Heart, basing on its current situation and problem. Based on research, heart disease has a rejuvenating trend and threatening working group aged 20 years old or above. These groups are targeted as they are constantly under high pressure and heavy workload. Business class with quick life rhythm typically lack of resting time. In addition, they always overlook the importance of keeping their heart healthy. 3. 2. Medical Doctor Another target group is the medical doctors. Medical doctors play an important role for these kinds of organization because of their professional medical knowledge. Other than that, Care For Your Heart inviting medical doctors for volunteering can expand their network in medical field and increase its credibility to the public . 3. 3. Partnership The following are some suggested partners for Care For Your Heart to cooperate with: * Nestle Hung Fook Tong * Watson * Hong Kong Health Check Medical Diagnostic Group Limited Details will be illustrated in the following part of the report. 3. 4. Other Stakeholder Stakeholders| Details| Donors| * Existing donors (Social Welfare Department, The Community Chest, Food and Health Bureau) * Potential donors at all ages in global * It is important for a non-profit organization to have positive and enough reputation, which will influence donation. Policy from donation also affect the operation of the organization| University| * Helps to disseminate cardiac information * Helps to enhance the awareness of the organisation * Eg: Hong Kong College of Technology, The Chinese University of Hong Kong etc| Hospital| * Reach more cardiac patients * Helps to enhance the reputation of the organisation| General Public| * Opinions leaders who can influence the peers * cardiac patients and families| Media| * Global newspapers and magazines * TV stations, radio stations, newspapers and magazines publishers, leaflets, seminar| Potential Investors| * Corporations or individuals that are interested to invest in â€Å"Care For Your Heart† (Children’s Heart Foundation and The Hong Kong Tuberculosis, Chest and Heart Diseases Association: can enhance the awareness of â€Å"Care For Your Heart† and donation| 3. Campaign Strategy 3. 1. Rebranding As brand is a valuable asset, it allows organization to communicate a clear set of v alues toward its stakeholders. Non-profit organization is a kind of concept-brand which is associated with an abstract concept, such as cancer awareness, environmentalism or cardiac disease (Daly and Moloney 2004, 30). The current logo of Care For Your Heart is too old-fashion and poorly deliver the meaning about cardiac care issues. To best meet the target group, suggestion is given for the organization to redesign its logo and name. Rebranding  is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a new position in the mind of stakeholders (Daly and Moloney 2004, 30). The change in the name and logo of the organization may enhance public awareness and reputation. Furthermore, the newly established brand elements can also better related to the current situation that the organization is facing (Muzellec and Lambkin 2008, 284). The new logo and name designed for the organization aims to better suit the target group, and will be illustrate in the following: 3. 1. 1 New logo: The new logo echoes with the name â€Å"Care For Your Heart†, containing a hand showing a gesture of holding a heart. Hand represents human; gesture represents caring; heart represent cardiac and compassion. The new logo is simple, more eye-catching, and the meaning is more obvious at a glance than the old version, thus the target market can easily understand the role of Care For Your Heart. Furthermore, the logo shows the commitment of Care For Your Heart to embark on a new direction and coordinate with our proposed strategies. 3. 1. 2 New name: Care For Your Heart can rename its Chinese name from to. The new name provides formality, thus projecting a more professional image. Moreover, it can better represent the mission of Care For Your Heart, which is to gather cardiac patients for mutual help and enhance public’s concern of cardiac disease. 3. 2. Seek For Partnership To achieve the goals proposed by the client, it is necessary for the organization to engage some partnership in order to support its daily operation and further activities. There are four potential companies for partnering with Care For Your Heart to enhance awareness, funding supply and voluntary work, including: Nestle, Hung Fong Tong, Watson and Hong Kong Health Check Medical Diagnostic Group Limited. These potential partners have similar vision and mission within Care For Your Heart in terms of concerning the health of people. The cooperation between â€Å"for profit† business and non-profit organization is called cause-related marketing (CRM), which both parties are involved to create mutual benefits. â€Å"For profit† business implemented CRM to build brands, revitalize corporate, carrying out corporate social responsibilities, and make community involvement visible (Papasolomou, and Kitchen 2011, 63). Non-profit organization can be benefited due to the contributions from the â€Å"for profit† business in order to meet its needs and objectives. CRM is proved to be an important marketing tool which demonstrates a firm’s commitment in addressing a social issue (Papasolomou, and Kitchen 2011, 63). The following are the strategies proposed to cooperate with the partners. 3. 3. 1. Nestle Carnation Omega High Calcium Milk Powder Reason for partnership with Nestle Nestle is a well-known nutrition, health and wellness company which founded in Switzerland in 1866. The company’s mission is â€Å"Good Food, Good Life†, which is to provide great tasting, nutritionally superior food and beverage, and great services to consumers around the world (Nestle 2011). Creating shared value is a fundamental part of Nestles way of doing business to create long-term value for shareholders and society, which is beyond compliance and sustainability (Creating Shared Value 2011). One of its products, the Carnation Omega High Calcium Milk Powder is chosen as a health product for the World Heart Day in 2010 and 2011. This low-fat milk power can strengthen the heart and reduces cardiac related diseases. The ingredients and functions of this mike powder are the followings (Milk Powder 2008). i. Omega 3 and 6 fatty acid: Regulate body’s cholesterol level and benefit to the cardiovascular system. ii. Low-fat: Reduce fat absorption which benefit to the heart. iii. High in calcium: Benefit to the bones and prevent osteoporosis. iv. Vitamin A, B and E: Assist in metabolism and health function. This milk powder was sold in different channels as well as supermarket and drugstore in Hong Kong, such as PARKnSHOP, Welcome and Watson. Each of them operates more than 200 stores and has different customer segments. It is believed that Care For Your Heart can gain benefits through enhanced awareness, and obtaining stable and long-term based donation. Proposed Strategy I. Cardiac information inside the lid, and logo on the package. Cardiac information as well as â€Å"7 ways to protect your heart†, â€Å"Make your heart healthier†, etc. is suggested to print on the internal side of the lid. Every time when consumer opens the lid, they can read the information provided by Care For Your Heart. A colorful background can be used in order to attract their attention and increase the visibility of such information. Moreover, the logo of the organization is also printed on the package of the milk powder to gain awareness (Refer to Appendix 1 and 2). The followings are the suggested cardiac information. 7 ways to protect your heart: * Maintain appropriate cholesterol level by having low-fat diet * Maintain appropriate weight and balanced diets. * Eat 2 fruits every day * At least 30 minutes aerobic exercise per day * No smoking and alcohol * Remain a cheerful mood * Regular Body check II. â€Å"Turn in Your cans† Yoplait Yogurt, a France originated brand founded in 1964, had launched a campaign called â€Å"Save Lids to Save Lives† for 10 years. The main concept of this campaign was to raise money for charity organization and activities, such as Susan G. Komen Breast Cancer Foundation,  Race for the Cure, etc. Every lid that the customer reserved, Yoplait will donate US$0. 1 after they registered the code number on the lid online (Save Lids to Save Lives 2011). A loyalty program called â€Å"Turn in Your Cans† is proposed to achieve long-term relationship among three parties: the customer, Care For Your Heart, and Nestle. When customer finished one can of milk powder, they could turn in the can to a supermarket or drugstore, then Nestle could collect those cans for recycling. A stamp would be awarded per one returned can. When customer collected 3, 5 and 10 stamps, they can enjoy discount of 10%, 30% and 50% respectively for the next purchase. This campaign could increase customers’ loyalty towards this milk powder, and attract purchases from new customers. As a result, Nestle can gain an increase in sales, and Care For Your Heart can receive donations. III. 5% donation from the total sales of the milk powder To obtain long-term donation, Care For Your Heart could receive 5% of total sales from this milk powder. The milk powder is selling at the price around HKD$104. 6, which means Care For Your Heart can receive approximately HKD$5 from each can of milk powder sold. 3. 3. 2. Hung Fook Tong Reason for partnership with Hung Fook Tong Hung Fook Tong is the biggest herbal tea group in Hong Kong founded in 1980s. With more than 700 staff members, and over 100 stores among Hong Kong (Milestone 2011), it is persistent in using genuine ingredients with no added preservatives in the product. Producing and developing quality products are the philosophy of â€Å"making naturally† (Mission 2011). In 2011, Hung Fook Tong acquired the prime awards for corporate social responsibility 2011 from Prime magazine (Company news 2011), which shows that Hung Fook Tong continuously strive to fulfill corporate social responsibility. Hung Fook Tong has introduced a series of Chinese soup and individually packed soup into the market under its brand name. Those series of soup is nourishing, which helps to maintain good body condition and is good for health. As individually packed soup could reduce the time of making soup at home, it is typically popular among working class. Thus Hung Fook Tong is another suggested source to cooperate with for gaining long-term donation and enhancing public awareness. Proposed Strategy I. â€Å"Care For Your Heart† soup series There are several soup recipes shared by some Chinese medical doctors on Care For Your Heart website. Those soups are beneficial to the heart and can prevent heart attack. Care For Your Heart could cooperate with Hung Fook Tong to introduce these series of soup or invest in new soups for the target market. Such as: * Mushroom  soup with bamboo fungus and  lotus root. * Black hen soup with lily and cloud ear fungus. * Black hen soup with chestnut. These series of soup can sold at a cheaper price HKD$40 for increasing sales volume, which others series are sold at HKD$48 and HKD$63. II. Logo on the package front and cardiac information at the package back The logo of Care For Your Heart is suggested to put on the front side of the individually packaged soup, and some cardiac information at the back. This increases the visibility of the organization, as well as disseminating cardiac information when customer turns the package to look at the ingredient list of the soup. During the selection process, consumers make decisions base on the soup’s functions, thus the â€Å"Care For Your Heart series† can impress those that concern about heart health, and attract those customers that are previously not aware of the heart health series. The logo of Care For your Heart can also be placed on the menu to increase visibility (Refer to Appendix 3 and 4). III. 5 % donation from the total sales of â€Å"Care For Your Heart† series Care For Your Heart could receive 5% total sales of individually packed soup in order to obtain long-term donation. Each individually packed soup is sold at the price around HKD$40, which means Care For Your Heart can received approximate HKD$2 from each sold of the soup. IV. Coupon Hung Fook Tong can also sponsor 500 packs of coupons, which contains 10 pieces within one pack with a total value of HKD$398, to Care For Your Heart for voluntary reward purpose. 3. 3. 3. Watson Reason for partnership with Watson Firstly, Watsons Water under A. S. Watson Group is currently a wholly owned subsidiary of the Hutchison Whampoa Limited, and is a world-renowned brand for supplying purest quality water. Moreover, the A. S. Watson Group has obtained a number of awards, such as â€Å"Asia’s Best Brand Award – for excellence in Branding and Marketing† in 2010 and 2011, â€Å"Caring Company† by the Hong Kong Council of Social Services from 2002 to 2011, and â€Å"Top Ten Brand names Award† by Chinese Manufacturer’ Association of Hong Kong in 2003 (Our Achievements 2011). Furthermore, A. S. Watson Group is positive related to healthiness, as it owns the Watsons Athletic Club which is committed in sponsoring and supporting local athletic events. This healthy association links with Care For Your Heart’s mission to improve public’s health issues. Secondly, the A. S. Watson Group is committed in performing corporate social responsibilities, and view CSR as opportunities. From A. S. Watson official website: â€Å"We encourage our business unites to develop programmes with organizations that are relevant to local community needs, and we support our employees’ effort in getting involved and contributing to society (Lai 2011). † This provides a favorable circumstance for Care For Your Heart to persuade Watson’s participation. Thirdly, Watsons Water has wide distribution channels, from street stores to big chained supermarkets. With the various availability of channels, it allows Care For Your Heart to increase exposure to the public and enhance the recognition of the company name. Proposed Strategy There are 3 main activities in this campaign: including Watsons bottled water label design competition, donation from the designed bottle, and cardiac slogan labels on Watsons Water carboy series and posters distributed to offices I. Watsons bottled water label design competition The first stage of this campaign starts with organizing a Watsons bottled water (both distilled and mineral water) label competition hosts by Watson and cooperates by Care For Your Heart. The theme of this competition is called â€Å" † â€Å"Watsons Heart Caring Bottle Design Competition†, which encourage a submission of bottle label design aiming at enhancing public’s awareness towards cardiac disease. The competition will open for one to two months and targets youngsters age 15 to 25, whom are interested in drawing or design, and would seek for self-esteem through competition. The opening of this competition will be announced via newspapers (both paid and free), Watsons Water’s official website, and Facebook page. For motivation, awards will be given to the top three winners. The tentative prizes include: Champion: HK$5000 with certificate First runner up: HK$3000 with certificate Second runner up: HK$1500 with certificate All participants will also obtain a certificate as encouragement. After collecting all designs, both Watson and Care For Your Heart will have representatives appraising the designs and select the winners. A press conference will be held for the announcement and award ceremony of the top three winners. And their work will be launched on the bottle, which will be further discussed below. II. Launch of the specially designed bottle for donation to Care For Your Heart After the end of competition, the second stage of the campaign is the launch of this specially designed Watsons Water. The top three winners’ designs will be launched for 280ML to 800ML bottled water, both distilled and mineral. The distribution channels include all major types of supermarkets (Welcome, Parkn’ Shop, City’super etc. ), convenient stores (7-11, Circle K etc. ). The preparation for the label design will be around one month, and the tentative distribution period is set to be 2 to 4 months. Care For Your Heart can negotiate the percentage of total sales for donation with Watson. The recommended percentage is 5 to 15%. Furthermore, the label will contain information about the donation. For example: â€Å"Every bottle of water you purchase, Watson will donate $1 for Care For Your Heart on cardiac disease funding. † III. Cardiac info/ slogan on the Watson’s water carboy series in offices and posters distribution The third stage of the campaign is the launch of promotional label on Watsons Water carboy together with the distribution of posters to offices. The objectives of this event are to create opportunity for Care For Your Heart to reach the business sectors and to increase their awareness towards cardiac disease and provide some tips on prevention. This campaign will last for one to one and a half year. i. Poster Posters will be distributed together with the water bottles, and encourages offices to post it in the pantry or places near the water dispenser. The poster will contain some brief tips on preventing the formation of cardiac disease due to stress and imbalanced lifestyle. The information on the poster is the same as the information on the lids of the Nestle milk powder (Refer to Appendix 5). ii. Label A label is designed for 4. 5L, 12L and 18L bottles which fit most types of water dispenser, containing Care For Your Heart’s logo, slogans about heart protection. Appendix 6 shows an example of the label design. IV. 5% donation from the sales of designed Watsons Water bottle Watsons bottle water sold at the price HKD$6. 5, which Care For Your Heart can receive an approximate donation of HKD$0. 3 per bottle of the water sold. 3. 3. 4. Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) Reason for partnership with HKHC Hong Kong Health Check ; Medical Diagnostic Group Limited (HKHC) is a company providing a variety of body check service to the community and has developed 15 health checking center in Hong Kong. The mission of the company is to provide  excellent  and  high standards of  imaging and  diagnostic services in order to improve  community  health under the concept of  preventive medicine. (About Us, 2011) It is chosen to work with Care For Your Heart as the two organizations are sharing similar missions of improving community health and health care awareness. Proposed Strategy I. Cardiac Health Care Bus The main functions of the Cardiac Health Care Bus are to provide free basic heart disease related health checks, for example, blood pressure, blood sugar, cholesterol; and educate public about heart disease preventions. If patients are diagnosed to have a possibility of getting cardiac disease, they will be refered to HKHC for a comprehensive health check. A medical professional and two volunteers from Care For Your Heart will be on duty in the bus. There will be 6 buses available, 3 for New Territories, 2 for Kowloon and 1 for Hong Kong Island. The buses will serve everyday in two spots with two time periods, from 11a. m. to 3p. m, and 4p. m. to 8p. m. , which can serve around 50 to 70 people every day. This idea is feasible as it has been successfully adopted by other organizations, such as the Pok Oi Hospital. II. Health Care Charity Fund (HCCF) HCCF is a working partner of HKHC, who aims to implant the concept of Health we care you care to the community through educational and medical healthcare service (Vision and Mission. 2011). Its missions are to help the needy of the community by offering free health check services and organizing professional health talks; to increase the healthcare awareness of the community by promoting the concept of preventive healthcare through comprehensive periodic health check at the highest standard; and to serve the community through supporting volunteering services which organized by non-profit making organizations or collaborated with local communities (Vision and Mission. 2011). The nature of this organization fits with Care For Your Heart’s vision as both organizations achieve their missions by organizing talks, fund raising and voluntary work. Two programs are designed for corporation of CFYH and HCCF. i. Professional Health Talks Health talks will operate once each year at each community center in 18 districts by Care For Your Heart. The talks emphasize on heart care related topics, such as prevention, types of heart disease etc. Professional speakers are the volunteers from HKHC and talks are sponsored by HCCF. Each talk is opened for 100 to 200 audiences (depends on the population of the district) and is free of charge. The target of this campaign is to reach citizens in 18 districts within one year and four months for 6 districts. For the first four months, talks will operate in North, Tai Po, Sha Tin, Tsuen Wan, Tuen Mun and Yeun Long; the next four months will operate in Kwai Tsing, Kowloon City Kwun Tong, Sham Shui Po, Wong Tai Sin and Yau Tsim Mong; and the last four months will operate in Island, Sai Kung, Central and Western, Eastern, Southern and Wan Chai. ii. Charity Health Check Day The date of Charity Health Check Day is set on the World Heart Day in every year. 5 to 10% of body checks income from HKHC will donate to Care For Your Heart through HCCF. HCCF used this format previously with HKHC and the Senior Citizen Home Safety Association (SCHSA) on mother’s and father’s day in 2011. Part of the body check income on that day was donated to HCCF, and the donations are used to provide personal emergency link for the elderly people (Tuesday Charity Health Check Day, 2011. ). 3. 3. Potential benefits receive by Care For Your Heart By the partnership with the above sponsors, Care For Your Heart can be benefited in various ways. I. Enhance awareness Firstly, as concerned by Care For Your Heart, it is currently facing low recognition by the public. To reverse this situation, its visibility, awareness and credibility can be increased by having Care For Your Heart’s name and logo appearing on sponsor’s events, and product packaging, which the product is well-recognized, easily found and consumed. Care For Your Heart can also leverage Nestle, Hung Fook Tong, Watson and HKHC’s goodwill on being healthy. Moreover, those sponsors enhance Care For Your Heart’s publicity by placing the organization name as the beneficiary organization at the end of the TV commercial. II. Reach the target segments Those proposed strategies allow Care For Your Hear to reach its desired target segments – the youngsters and businesses. Different channels were used for the distribution of the product by Nestle and Hung Fook Tong, such as supermarket, drugstore and MTR shop as well, which helps in increase exposure and visibility of its name and logo to different segment. Moreover, the Watson bottle water competition provides an opportunity for youngsters to demonstrate their stills in art, and act as a channel to educate them about cardiac diseases through participation. On the other hand, labels on carboy bottles and posters in office pantry can be an attention getting tool. By placing these at prominent spot, it can firstly get their attention. When they are continuously exposed to the information, they will be able to remember and recall the message. Furthermore, if the Cardiac Health Care Bus is successfully introduced, the mobility of those buses can further help Care For Your Heart in reaching more people in Hong Kong. III. Donation Donations can be gained through the sales of each product and the money can be used for funding daily operations or future activities. Furthermore, if the sponsors are willing to renew the contracts with Care For Your Heart, it will be able to obtain donations in a long-term basis. 3. 4. Potential benefits receive by sponsors I. Perform Corporate Social Responsibility The main benefit that Nestle, Hung Fook Tong, Watson and HKHC could gain is to accomplish its role in performing corporate social responsibility. Each company is committed to invest on creating shared value for society, as well as social welfare, environmental protection and other aspects regarding to the global compact. Companies could achieve its goals when cooperating with Care For Your Heart. II. Improved brand image Furthermore, the ultimate objective of performing CSR is to improve consumers’ perception towards the brand, which is being a contributor to the society thus enhancing goodwill. III. Boost Sales Each sponsor can boost its sales or expands market share due to its contribution to the society. Customers are more likely to choose a product when they realize that they can engaging in the contribution process (Stanalan, Lwin, and Murphy 2011, 51). IV. Benefits distributed by Care For Your Heart Care For Your Heart will provide the following benefits to all sponsors: * Have a one page free advertisement in the organisation magazine and annual report. Brief profile of the sponsors and the detail of ongoing campaigns on Care For You Heart website * Acknowledge the name and logo at the bottom of Care For Your Heart official website with hyperlinks to sponsors’ homepages * Acknowledge the name and logo on all promotion materials including newsletters, organisation magazines, broch ure covers or free gift bags etc. * Acknowledge the name and logo of sponsors on volunteers’ shirts * Provide at least one banner during any events * Announcement of sponsorships in all events or public speech * Guaranteed to be the only sponsor in the same category of industry * Allow to display company’s materials or products on the table for any events 3. 5. Volunteers’ recruitment The recruitment of volunteers for Care For Your Heart targets three groups: students from IVE, trainees of medical colleges, retired doctors, and the Hong Kong Health Check ; Medical Diagnostic Group. The details of the recruitment program are the followings. IVE On recruiting volunteers for Care For Your Heart, firstly, a non-academic volunteer program can be opened for the Hong Kong Institute of Vocational Education students majoring in Applied Nutritional Science, Pharmaceutical, Medical and Health Care, or Social services. Students are encouraged to apply the campaign throughout their study. This volunteer campaign requires students to participate in volunteer work for Care For Your Heart once in two weeks for four to six hours. The working time will be recorded and accumulated until they graduate or withdraw from the program. A quota on working time is set for students as a goal, for example, participating volunteer work for 72 hours in half a year. Students who have achieved the goal of this program will be rewarded with a non-academic award by Care For Your Heart, which is beneficial to their future career. Medical colleges’ trainees Secondly, trainees in medical colleges of the University of Hong Kong and the Chinese University of Hong Kong are a considerable group for voluntary works. They obtain the required health care knowledge and elementary first aid skills. Moreover, this voluntary program can be included as part of the intern training. Similar with the program for IVE, a certificate will be given to participants as a reward, which helps their future career. Moreover, participants can enrich their practical experience before they enter the society. Medical professional Thirdly, doctors are another great source to attract as volunteers. They obtain the expertise in the cardiac field thus able to provide professional consultation for patients. Care For Your Heart can target this group by inviting those doctors that are seeking self-actualization, and appeal to them through mental motivation. For example, suggesting them to offer one or two days of voluntary consultation. By acquiring a sufficient number of voluntary doctors, members of Care For Your Heart can be benefited as it has more human resources to organize thorough functions and events for its members and the public, thus achieving the goals of increasing public awareness towards cardiac disease. Moreover, doctors can enhance their reputation and image by showing their sincerity in contributing to the society. Hong Kong Health Check ; Medical Diagnostic Group Lastly, referring to the event of the Cardiac Health Care Bus campaign, doctors from the Hong Kong Health Check ; Medical Diagnostic Group will volunteer for conducting simple tests and explain the health report to patients. Moreover, regarding this event, additional helpers are needed for showing information and assisting the doctor. These helpers can be chosen from IVE and medical college volunteers mentioned above. 3. 6. 5. Motivations to volunteers Besides, by analyzing their profile, Care For Your Heart can obtain data on the number of medical professionals and young volunteers the organization has attracted . ii. Amount of Donation Two sources of donations are needed to be evaluated: the public and partnership programs. By measuring the amount of donation from public and sponsoring partners, it can reflect Care For Your Heart’s reputation and credibility in public’s mindset. It can also show the benefits gain by both parties when the campaigns are launched (increased sales, product awareness and reputation). iii. Awareness Public opinion research will be conducted 3 times after 4, 12 and 24 months. The survey aims to collect data including: awareness and image of the organization; frequency and amount of donation; and awareness of activities and partnership program. The result will demonstrate whether the new strategies and rebranding are successful in enhancing the public awareness, especially within the working class. Regulate evaluation acts as a monitory function and can state the weaknesses of each program. Therefore, the organization can reinforce certain areas in order to achieve the ultimate goals. 6. Conclusion To conclude, Care For Your Heart could reach its target groups and deliver cardiac related information to the public by adopting the strategies mentioned above. Rebranding and those cooperative strategies can meet its goals effectively and efficiently. By performing cause-related marketing, all participating parties will receive benefits from the campaigns, as well as enhancing public awareness and improving brand image. The sales volume of the newly introduced products and the current product will also be increased, due to the change of customers’ perception towards the brand. The corporate partners will provide funding supply from the donations gained from product sales, and hence increase the cash flow of Care For Your Heart. Moreover, the reputation of Care For Your Heart will also be enhanced by the well-known partners. http://www. pokoi. org. hk/tc/services_cmedical. aspx http://www. hungfooktong. com/news/n017/index. html http://www.nestle.com/ http://www.aswatson.com/our-customers/ http://www.hungfooktong.com/tc/ http://www.yoplait.com http://www.hkhealthcheck.com/corp/tc/ http://www.hungfooktong.com/overseas_about.php http://www.aswatson.com/innovation/ http://www.hccf.org.hk/en/about_us.htm ;

Genotoxicity of Endodontic Irrigants and Medicaments

Genotoxicity of Endodontic Irrigants and Medicaments Abstract Genotoxicity describes a deleterious action on a cells genetic material affecting its integrity. This includes both certain chemical compounds and certain types of radiation. Genotoxic substances are all those with affinity to interact with DNA which is not proof of their dangerousness to humans, but does render them potentially mutagenic or carcinogenic. This review will address the genotoxicity of endodontic irrigants, medicaments, and sealers. It has been postulated that exposure of living tissues to cytotoxic agents can result in chronic cell injury, compensatory cell proliferation, hyperplasia, irritation, degeneration or tissue necrosis (1) and ultimately tumor development (2, 3). It is likely that proliferation may increase the risk of mutations within target cells and also be important in selective clonal expansion of exogenously or endogenously initiated cells from pre-neoplastic foci and eventually tumors (2). Thus, the DNA damage may diminish the self-repairing potential of tissue (4). In light of these considerations, genotoxicity and cytotoxicity assays gained widespread acceptance as an important and useful indicator of carcinogenicity. Definition of genotoxicity In genetics, genotoxicity describes a deleterious action on a cells genetic material affecting its integrity. This includes both certain chemical compounds and certain types of radiation. Genotoxic substances are all those with affinity to interact with DNA which is not proof of their dangerousness to humans, but does render them potentially mutagenic or carcinogenic (5). Genotoxicity of root canal irrigants Sodium hypochlorite Sodium hypochlorite (NaOCl) is recommended as the main endodontic irrigant because of its ability to dissolve organic matter together with its broad antimicrobial action (6). NaOCl is commercially available as aqueous solutions with concentrations ranging from 1% to 15% and having an alkaline pH with values around 11 (7). Sodium hypochlorite has a wide range activity against both Gram positive and Gram negative bacteria. It is the strongest antifungal agent among root canal irrigations and medications. Furthermore, it is the only root canal irrigant that can destroy the microbial biofilm effectively (6, 7). Hamaguchi and Tsyutsui (8) showed that NaOCl was not genotoxic to mamalian cells. Hagiwara et al. (9) showed that sodium hypochlorite induced chromosome aberrations in Syrian hamster embryo (SHE) cells when treated in the presence of exogenous metabolic activation. Aubut et al. (10) revealed that neutralizing a 2.5% NaOCl solution did not induce any genotoxic effect. Marins et al. (11) showed that NaOCl did not induce any genotoxic effect. Chlorhexidine CHX is a synthetic cationic bis-guanide that consists of two symmetric 4-cholorophenyl rings and two biguanide groups connected by a central hexamethylene chain. CHX is a positively charged hydrophobic and lipophilic molecule that interacts with phospholipids and lipopolysaccharides on the cell membrane of bacteria and then enters the cell through some type of active or passive transport mechanism (12). Its efficacy is due to the interaction of the positive charge of the molecule and the negatively charged phosphate groups on microbial cell walls (12), thereby altering the cells osmotic equilibrium. This increases the permeability of the cell wall, which allows the CHX molecule to penetrate into the bacteria. CHX is a base and is stable as a salt. The most common oral preparation, chlorhexidine gluconate, is water-soluble and at physiologic pH, it readily dissociates and releases the positively charged chlorhexidine component (12). At 0.2% concentration, due to the leakage of low mol ecular weight substances(potassium and phosphorous) from the bacterial cell wall, CHX is bacteriostatic. On the other hand, at 2% concentration, CHX is bactericidal, as precipitation of the cytoplasmic contents occurs and resulting in cell death (13). Ribeiro et al. (14) revealed that chlorhexidine digluconate is able to induce primary DNA damage in leukocytes and in oral mucosal cells, but no chromosome breakage or loss in erythrocytes. Another study indicated that CHX in 0.01% and 1% concentrations did not induce DNA damage. Yeung et al. (15) stated that potential genotoxicity and tissue damage when extruded into the periradicular tissue and at higher concentrations should be considered during periodontal and endodontic practice. Li et al. (16) revealed that CHX-induced genotoxicity on macrophages may be via reactive oxygen species generation. MTAD BioPure (Dentsply, Tulsa Dental, Tulsa, OK, USA), otherwise known as MTAD, was introduced by Torabinejad et al. in 2003 (17). It is composed of 3% doxycycline, 4.25% citric acid and a detergent (0.5% Polysorbate 80) (17). Marins et al. (18) assessed the genotoxicity of MTAD using single cell gel (comet) assay. Results showed that the BioPure MTAD was able to promote DNA breakage in CHO cells only at the highest concentration tested as well as to induce significant increase in tail moment at all tested concentrations in murine fibroblasts. Another study revealed that MTAD did not cause cell death, but presented genotoxic effects (19). EDTA EDTA (Ethylenediaminetetraacetic acid) refers to the chelating agent with the formula (HO2CCH2)2NCH2CH2N(CH2CO2H)2. This amino acid is widely used to sequester di- and tri-valent metal ions. EDTA binds to metals via four carboxylate and two amine groups. EDTA forms specially strong complexes with Mn(II), Cu(II), Fe(III), and Co(III). EDTA is mostly synthesised from 1,2-diaminoethane (ethylenediamine), formaldehyde (methanal), water and sodium cyanide. This yields the tetra sodium salt, which can be converted into the acidic forms by acidification (20, 21). EDTA is a polyamino carboxylic acid and a colourless, water-soluble solid. It is widely used to dissolve limescale. Its usefulness arises due to its role as a hexadentate ligand and chelating agent, i.e. its ability to sequester metalions such as Ca2+ and Fe3+. After being bound by EDTA, metal ions remain in solution but exhibit diminished reactivity. EDTA is produced as several salts, notably disodium EDTA and calcium disodium EDTA. The compound was first described in 1935 by Ferdinand Munz, who prepared the compound from ethylenediamine and chloroacetic acid (22). Today, EDTA is mainly synthesised from ethylenediamine (1,2-diaminoethane), formaldehyde, and sodium cyanide (22). EDTA reacts with the calcium ions in dentine and forms soluble calcium chelates. EDTA demineralizes dentine to a depth of 20–30 ÃŽ ¼m in 5 min (23). According to Heindorff et al. (24) EDTA influences chromosome breakage by mutagenic agents. In particular, when applied in combination with chemical mutagens, EDTA enhances mutagen-induced aberration frequencies. Furthermore, they reported that EDTA affects the inhibition of DNA synthesis in primary cultures of mammalian cells. This may be due to impairment of enzymes involved in DNA replication. Using single cell gel (Comet)assay, Marins et al. (25) showed that EDTA did not produce genotoxic effects. Iodine potassium iodide (IKI) Iodine was first discovered in seaweed in the early 1800s. Although its exact mode of action is not fully known, it is thought to induce cell death nonspecifically due to the oxidizing effects of free iodine on SH-OH- and NH groups of amino acids and on double bonds of unsaturated fatty acids. Iodine is highly efficient microbicide to a wide variety of bacterial, fungal and viral infections (26). Potassium iodide (KI) is a compound made of 76% of iodine and 23% of the alkali metal potassium by weight. KI is prepared by reacting iodine with a hot solution of potassium hydroxide, the product being subsequently reduced to iodide by heating the dry reaction mixture with carbon. Another form of iodine compounds is IKI. The solution can be prepared by mixing 2 g of iodine in 4 g of KI; this mixture then is dissolved in 94 ml of distilled water (26). Poul et al. (27) assessed the genotoxic effects of potassium iodate in vitro using the alkaline comet assay and the cytokinesis-block micronucleus assay on CHO cells. Results showed that potassium chlorate as well as potassium iodide, bromide and chloride did not induced DNA damage in the alkaline comet assay for doses up to 10 mM. In another study, Hikiba et al. (28) assessed the effect of iodine and iodoform on chromosome aberrations using Syrian hamster embryo (SHE) cells and found that iodine induced chromosome aberrations and iodoform induced no genotoxicity. Using the comet assay and chromosome aberration test to characterize the genotoxic potency of povidone-iodine within 4 h of contact with CHO-K1 cells, Muller et al. (29) found no chromosomal damage. In another study, Hedayati et al. (30) showed that incubation of lymphocytes with (131)I induced genotoxicity, which was reflected by an increase in micronuclei frequency. Genotoxicity of intracanal medicaments Calcium hydroxide Calcium hydroxide [Ca(OH)2 ] was originally introduced to the field of endodontics by Herman in 1920 as a pulp-capping agent. It is a white odorless powder with the formula Ca(OH)2, and a molecular weight of 74.08 (31). Calcium hydroxide has low solubility in water (about 1.2 gL-1 at 25 C), which decreases as the temperature rises. The dissociation coefficient of Ca(OH)2 (0.17) permits a slow, controlled release of both calcium and hydroxyl ions. The low solubility is a good clinical characteristic as a long period is necessary before it becomes soluble in tissue fluids when in direct contact with vital tissues (32). It has a high pH (about 12.5-12.8), is insoluble in alcohol and is chemically classified as a strong base, it main actions come from the ionic dissociation of Ca2+ and OH- ions and their effect on vital tissues, generating the induction of hard tissue deposition and being antibacterial. Ca(OH)2 dissociates into calcium and hydroxyl ions on contact with aqueous fluids. Ca (OH)2 in water has a thixotropic behavior (33). According to Ribeiro et al. (34) calcium hydroxide do not promote DNA damage in mammalian cells. In another study, Ribeiro et al. (35) revealed that calcium hydroxide was not able to modulate alkylation-induced genotoxicity or oxidative DNA damage as depicted by the single cell gel (comet) assay. MTA MTA is a mixture of a refined Portland cement and bismuth oxide and trace amounts of SiO2, CaO, MgO, K2SO4, and Na2SO4 (36). Portland cement is a mixture of dicalcium silicate, tricalcium silicate, tricalcium aluminate, gypsum, and tetracalcium aluminoferrite (37). Gypsum, and to a lesser extent, tetracalcium aluminoferrite are important determinant of setting time (37). MTA contains fewer toxic heavy metals, has a longer working time, and have undergone additional processing/purification than regular Portland cements (36). The MTA powder is mixed with supplied sterile water in a 3:1 powder/liquid ratio and it is recommended that a moist cotton pellet be temporarily placed in direct contact with the material and left until a follow-up appointment (38). Upon hydration, MTA materials form a colloidal gel that solidifies to a hard structure in approximately 3–4h, with moisture from the surrounding tissues purportedly assisting the setting reaction (38). Hydrated MTA has an initia l pH of 10.2, which rises to 12.5 three hours after mixing (39). Using single cell gel (comet) assay, Ribeiro et al. (40) detected no DNA damage after a treatment of cells by MTA and Portland cements for concentrations up to 1000  µ/ml. In another study, Ribeiro et al.(41) demonstrated that regular and white MTA did not produce genotoxic effects at 1 to 1000  µgmL-1 FOR 3 H AT 37 C. Another study using Chinese hamster ovary (CHO) cells indicated that that MTA and Portland cements are not genotoxins and are not able to induce cellular death (42). Braz et al. (43) assessed the genotoxic effects of MTA and Portland cements in peripheral lymphocytes from 10 volunteers by the alkaline single cell gel (comet) assay. Findings failed to detect the presence of DNA damage after a treatment of peripheral lymphocytes by MTA and Portland cements for concentrations up to 1000 mug mL(-1). Camargo et al. (44) revealed that regular and white MTA preparations did not negatively influence cell survival or reactive oxygen species production. Ding et al. (45) show ed that MTA and calcium silicate possessed no genotoxic effect. According to Zeferino et al. (46) MTA as well as Portland cement+15% bismuth oxide were not genotoxic. Genotoxicity of root canal sealers For assessment of the genotoxic potential of any material, it is recommended to perform a series of in vitro tests. At least two assays, investigating different endpoints, shall use mammalian cells. For cytotoxic and bactericidal compounds, as many endodontic  sealers appear to be, care must be taken in the test set up: For a proper evaluation the selected test concentrations used for genotoxic effects must be below the concentrations where toxic effects are found (47). Ørstavik and Hongslo (48) showed that extracts of a synthetic polymer material, based on epoxy-bis-phenol A, induced mutations in Salmonella typhimurium TA 100 as did extracts of the epoxy-bis-phenol A resin alone. Formaldehyde, an active ingredient from one of the ZnO-based materials, induced mutations in both Salmonella typhimurium TA 98 and TA 100. The mutagenic activity of formaldehyde as well as of the epoxy material was reduced in the presence of rat liver microsomes. Schwikl et al. (49) showed that eluates of mixed AH26 were mutagenic, and their genotoxicity was strongly depended on the setting time. The number of mutants after exposure to eluates of unset AH26 was enhanced approximately 7- to 10-fold. However, the mutagenic activity of the mixed material was clearly reduced after a setting time of 1 wk. Physiological saline eluates of the mixed AH26 were not found to be mutagenic. Dimethyl sulfoxide eluates of the liquid component of AH26 elicited mutagenic effects similar to the freshly mixed material; eluates made in physiological saline were barely mutagenic at a 10-fold higher concentration. Leyhausen et al. (50) showed that AH-Plus revealed no genotoxicity and mutagenicity. Epoxy-based sealers are also mutagenic in mammalian cell mutation assays. Ersev et al. (51) showed that silver-free AH26 set for 24 h were weakly mutagenic in Salmonella typhimurium TA100. They further showed that silver-free AH26 might contain small amounts of two mutagenic substances: bisphenol A diglycidyl ether and formaldehyde. Tai et al. (52) revealed that root canal sealers containing formaldehyde and bisphenol A diglyether proved to be not only cytotoxic but also genotoxic. Miletic et al. (53) found no mutagenicity found for AH26 and AH Plus sealers on human lymphocytes in highly controlled conditions in vitro. Formaldehyde is released from some epoxy-based sealers with a maximum after 2 days, even though the amount is much less than that of paraformaldehyde containing zinc oxide-eugenol sealers (54). It was believed that the leakage of formaldehyde and bisphenol- A diglycidyl ether from the epoxy-sealers contributed to the mutagenic effects (49, 55). Formaldehyde is classified as a carcinogen in animals, whereas there exists only limited evidence for carcinogenic effects in man (56). There is also limited evidence for animal carcinogenicity from bisphenol-A diglycidyl ether and no adequate data for the evaluation of human cancer risk for this compound (57). Considering the limited exposure of these compounds from endodontic epoxy sealers and the lack of definitive assessment by the IARC, it seems unlikely that such sealers contribute to an increased risk of cancer in patients. However, the high level of paraformaldehyde in zinc oxide-eugenol. Using Comet assay, Huang et al. () showed that the zinc oxide eugenol-based sealers  (Canals, Canals-N, and Tubilseal) did not always cause a dose-dependent increase in genotoxicity. The resin-based sealers (Topseal, AH 26, and AH Plus) caused a dose-dependent increase in genotoxicity, but no such effect was seen with the calcium hydroxide-based sealer (Sealapex) (47).