Wednesday, October 30, 2019

WHAT DOES WORLD MEANS TO ME

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What does the world of mean to me? Fun. Oh sure, theres a lot more to it than just one word, but if I were to sum it all up with just one word, fun would be it. A yo-yo and a few strings fit right in my pocket, try putting a bowling ball in your pocket.


Its true what Ive read, if you can do a few simple tricks, you can make people smile. What I find to be really great is doing it for little kids; they react like its magic.


Its fun to check out the young on line. So far, everyone Ive met through you- young has been pretty nice. People that Ive met face to face, and on line, have been willing to share what they know. Of course, I check out the on line stores too, as someone once told me, You can never have too many yo-yos. Okay, I said that, but it seems true, doesnt it?


How to classify Three Kings? Is it a war movie? Yes. Is it a comedy? Sometimes. Is it an adventure film? Sure. Its all those things. Its a genre mixed cocktail, and I mean that with best intentions. Its unclassifiable. Do my essay on WHAT DOES WORLD MEANS TO ME CHEAP !


I like the look of the film. The washed-out color really makes the desert look dry and hot. The right actors were cast for the right roles, all three of the leads play very subdued characters, this film would have been entirely different if actors with more over-the-top acting styles were cast. The tone of the film is perfect, it matches its look.


I loved a lot of the writing, for example, when suitcases rip because they are full of gold bars, the former baggage handler announces that these other bags will work because their tinsel strength is high enough. The ending seemed to drag out and get a little heavy-handed, but I can forgive that because the action fits so seemlessly into the story, instead of the other way around. Theres no doubt that this was one of the best movies of 1, but its one that seemingly got shoved under the bed and somehow forgotten. Perhaps it was deemed to be too political.


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Monday, October 28, 2019

"The search for the causes of crime is futile but the opportunities to commit crime can be controlled". Discuss with reference to situational crime prevention.

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"The search for the causes of crime is futile but the opportunities to commit crime can be controlled". Discuss with reference to situational crime prevention.


Introduction.


Ever since criminology was established it has sought to answer as to why some people choose to commit crime. Cessare Lombrosso (185-101) "has been called the father of modern criminology" (Williams p141) known as the first phrenologist, he believed that people were 'born' criminals and destined to a life of crime. Primarily Lombrosso believed that a person's physical appearance and make up were what determined a person's potential criminality, for example "enlarged jaw and cheek bones" (Williams p14). Today we know that every possible theory as to why some choose to live a life of crime has been investigated, and the answer is simple, there will always be reasons such as poverty and drugs, but what about those who simply just choose crime as a way of life, they always have and probably always will.


Finding out what causes crime is futile (pointless, not worthwhile etc.) as people are always going to commit crime, therefore those in control; the Government and the Police, shouldn't concentrate one hundred per cent on trying to find the causes of crime but should concentrate on and investigate more effective ways to control and prevent crime.


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"It is better to prevent crimes than to punish them" (Beccaria p11 in Muncie et al). Crime prevention needs to be investigated greater by those in control and also by the individual. It can be very frustrating having you're car broken into, this type of crime is usually opportunistic, for example the offender walks past, sees a mobile phone and decides that he/she would like to steal it, "there are some purely opportunist crimes, where a person responds 'there and then' to a set of attractive environmental cues (e.g. a teenage boy calls at a friend's house, find the back door open and £0 unguarded on the table)" (Bottoms et al p4 in Maguire et al).


Trying to establish what causes this type of crime is pointless as it is never going to stop people from breaking into cars. Car owners should be aware that in today's society car crime is a very big problem, be that opportunist theft of valuable's from inside the car or actually stealing the car itself. Individual car owners should take it upon themselves to employ several crime preventative measures so as to make it as hard as possible for their car to be broken into.


car should always be fitted with an alarm, this won't stop the passenger window being smashed ( the easiest way of breaking into a car) bit with the load alarm being activated it is likely to deter the offender from continuing with the act.


Cars should always be parked somewhere safe, if it was left unattended in a dark side street it would stand a greater chance of being broken into; a car criminals are very good at spotting vulnerable and easy targets such as this, which is why in order to maximise the security of an individual's car they should always leave it in a car park or area which has security.


Valuables should never be left on display, if a car doesn't have an alarm and immobiliser (device that doesn't allow the car to be started without a special key) fitted the offender will be able to notice this by the fact that there will be no flashing light on the dash board. So if a car has been left in an area which could be considered as an unwise decision, has no alarm and has valuables on display, such as a car stereo; the car then becomes very unsafe and a very easy target for the criminal.


Closed Circuit television (CCTV) is a very big part of today's crime prevention tactics employed by the Government, and contrary to popular belief its main objective is not to catch criminals in the act of committing a certain crime but it is actually to deter them from doing so. In 16 the then Home Secretary, Howard, said "I am absolutely convinced that CCTV has a major part to play in helping to detect and reduce crimes and to detect criminals" (Pease p 71 in Maguire et al).


The thought of being watched is a very good crime prevention tactic, but there is an alleged opposite affect that CCTV has; and that is that it pushes crime away to other areas where there is no CCTV, this can be related to what's mentioned above about car crime, a car is more likely to be broken into in a car park that has no CCTV, this is an argument that suggests that CCTV does push crime to other areas, but also shows how it is a good preventative tactic.


Today CCTV is everywhere, "By 14, it was reported that ninety five per cent of local authorities were contemplating the installation of CCTV in city centre locations" (Taylor p11). There are numerous cameras in shops, shopping centres , pubs, night clubs etc. CCTV is never going to answer what the causes of crime are, and it has never asked that question; it's purely and simply a crime control and prevention method. As well as preventing crime it can make people feel more secure, a person walking home at night alone will feel safer if there is CCTV in the area that they are walking.


Usually the only fear that a criminal has is of getting caught. As mentioned above CCTV's primary goal is not to catch criminals but to make them think twice before committing a crime; therefore crime prevention is its main aim and fear of getting caught is in itself a very good crime prevention method without the help of CCTV. With cameras everywhere the criminal stands a greater chance of being arrested and prosecuted if they decide to commit crime in areas with CCTV.


Warehouses and other similar industrial establishments with surveillance are not an easy a target for burglars as those who do not have it, crime prevention comes down to common sense, just in the same way that the individual car owner should employ crime prevention tactics to keep their car free from criminal intervention, so should the warehouse or shopping centre. These businesses shouldn't only rely on CCTV but they should also have visible security such as store detectives as CCTV alone isn't always able to keep track of everybody in the store or by the time the camera operator has tracked an offender they might be at the exit and have the opportunity to make a fast escape.


If CCTV's main objective was to catch criminals then it would all be hidden, for example pin hole cameras and other measures such as plain clothed store detectives, but it isn't; it's usually well advertised with signs saying 'store detectives' and 'CCTV in operation' and 'shop lifters will be prosecuted', all of which prove that CCTV is purely for crime preventative measures, it's only in certain circumstances that it is used in other ways, such as actually identifying offenders who choose to ignore the warnings that CCTV promotes. The same can be said for the other type of CCTV we have in Britain; speed cameras on our roads. Driving faster than the speed limit is against the law and therefore it is a crime; it is also very dangerous, if the aim of the cameras was to catch speeders (those driving faster than the speed limit for that particular road) then the cameras would be hidden, obviously if a driver goes through a speed camera too fast they will be prosecuted, but there main objective is to prevent people from driving too fast and causing accidents. People know what the penalties are for breaking the law so sign saying 'speed cameras ahead' deter people from speeding, therefore preventing them from driving too fast and breaking the law; just in the same way that CCTV in our city centres and shopping centres act as an extremely good crime prevention method.


Being a victim of burglary can be very harrowing, the figures have probably increased but the 18 British Crime Survey revealed "a burglary every minute throughout the country, with a one in forty likelihood of being burgled in a year" (Muncie p in Muncie et al). Questions have been asked as to why somebody would burgle another person's home, is it because of poverty, being addicted to drugs and needing to find money to pay often very high prices for their habit! In the same way as car crime, burglary is often opportunistic (see quote above by Bottoms), for example, a burglar walks past a house and sees a laptop computer on a table and decides that he/she would like to have it! Criminology seeks to answer questions as to why people decide to do these things, but will it ever really find the answers?


What criminology can do is help those is help those who are vulnerable do everything they possible can to protect themselves and their property, as in today's society burglaries are always going to happen to those who are vulnerable. Lowering opportunity is vital to protect one's home "Opportunity is a key factor offending levels can be reduced by taking practical steps to reduce the opportunity for criminal behaviour" (Johns p 17).


Student houses in particular are seen as an easy target by potential burglars; especially if the house has been left empty during the holidays, and even more so if valuables are left in these houses unattended during these holiday periods.


Once again crime prevention comes down to common sense. When living in a high risk area (such as a student house) it is imperative that one has home contents insurance, as it is well known by the criminal society that students bring with them to university high valued electrical goods such as televisions, stereos and computers. Having insurance isn't going to stop a house from being broken into, but at least if it does happen the victim will have the opportunity to have their stolen property replaced.


Having good quality doors and windows very important in protecting a house, double glazing is far more secure than old wooded window frames, the doors and windows should always be shut and locked properly when not in the house.


A persons home doesn't usually have CCTV like a shopping centre has, but that could prove to be a very good security measure if the home owner decided to invest in this type of equipment. Having a burglar alarm fitted and on display to the public is a very good crime deterrent, a house is far more likely to be burgled if it can be done quietly; which is why those who have alarms in their home's should never become complacent and should therefore always set the alarm when they go to sleep, as burglaries are more likely to take place during the night. One final home protection/crime prevention tactic is to make it look like there is somebody at home at all times, a house is more vulnerable if it is empty, a radio should be left playing and the lights should also be left on.


Knowing what the causes of burglary are isn't going to protect a person's home in the same way as taking the above preventative measures, and once again as with the other crimes mentioned, it is imperative to make it as hard as possible for the criminal to commit the crimes mentioned above; which is of course the best type of crime prevention.


The majority of this essay has been about theft and CCTV, the final type of crime going to be discussed is attacks on the person. There are numerous types of personal attacks which a person could have inflicted upon them, ranging from common assault, actual bodily harm, grievous bodily harm all the way to murder; also there a sexual assaults which can happen, these range from indecent assault all the way to full rape (these crimes can happen to men as well as women).


Once again criminology has always sought to find out why these crimes against other people happen, there are numerous theories as to why some choose to commit rape; is it purely through sexual frustration? Or is it due to other reasons such as it gives a rapist a feeling of power over another person when he commits this most horrendous of crimes?


Street violence can often be associated to young men and alcohol, "western cultures usually encourage young single men to socialise widely, and therefore the normal and encouraged lifestyle for this group within society is also one which exposes them to the most risk from street crimes" (Williams p15). Finding the answers as to why street violence and sexual assaults happen is not going to stop those who commit them from carrying on committing these nasty crimes against other people. The best thing to do is to try prevent these harsh crimes being committed upon intervals. The following preventative measures can be related to any type of personal attack (see above) not just rape.


To prevent a personal attack, a person should never go out at night on their own in an area that they are not familiar with, this adds to the risk as not knowing what's round the corner is dangerous, as the potential victim could walk up the wrong street at the wrong time; leaving themselves very vulnerable. When on a night out people should always try to walk home in groups as much as possible, as a group is far less likely to be confronted by potential attackers than an individual. It is not always possible to walk home with friends as people live in different places, if this is the case those on their own should carry a personal attack alarm and have a mobile phone so they can call a friend or the police if they suspect that they are, or have a high chance of being attacked.


Attacks don't just happen at night; it's just that there is a greater risk of being attacked at night, as the darkness acts as good cover for the attacker and also there will be less people around which all adds to the potential risk of being attacked.


If going out alone, the person doing so should inform their family/house mates what time they are going to be home at, so as the third party can notify the authorities if the first person isn't home when they said they were going to be, if they suspect that something has happened!


As with the other types of crimes discussed in this essay, every investigation into why these crimes against other individuals happen is never going to actually stop them from happening. The best thing to do is for individuals to take measures to protect themselves and their property, as the majority of crime prevention measures are pure and simple common sense; don't give the criminal easy opportunities to commit crime!



Conclusion.


The causes of crime are never going to be truly established, quite simply because there are hundreds of criminological theories as to why some people choose to commit crime, but the sad fact is that those who do commit crime; just simply do! Even as early as 1876 when Lombrosso published L'Uomo Delinquente (the criminal man), ideas were being established as to why people choose to live a life of crime.


The only way it is possible to ever establish a true cause of crime is to look into new and better ways of preventing and controlling crime.


It is a fact that the majority of crime is what is known as opportunist crime; for example stealing a purse from an opened handbag, for the criminal it's a simple case of being in the right place at the right time, usually with this type of crime it isn't premeditated (thought about in advance). For the victim it's a case of being at the wrong place at the wrong time!


To conclude the only way to stop crime is to keep one step ahead of the criminals, get more police, get more CCTV, get more industrial security and more schemes like neighbourhood watch, make it as hard as possible for the criminal. Every possible cause of crime has been investigated and that alone does not stop those who commit crime from doing so; in today's society we have criminals, and we shall always have criminals so the only way to stop crime is by trying to control it; the best way for achieving this is for those who are in power (the Government and the Police) employing more of the crime prevention methods discussed in this essay, and for the general public to have a bit of common sense; as stated in the recent television commercial 'don't give them an easy ride'. Bibliography.


Beccaria, C., "On Crimes and Punishment" in Muncie, J., Mclaughlin, E., & Langan, M., (Eds) Criminological Perspectives A Reader. SAGE Publications Ltd. 16


Bottoms, A.E., & Wiles, P., "Environmental Criminology" in Maguire, M., Morgan, R., & Reiner., (Eds) The Oxford Handbook of Criminology (nd ed) Oxford University Press. 17


Jones, S., Criminology (nd ed) Butterworths. 001


Muncie, J., "The Construction and Deconstruction of Crime" in Muncie, J., & Mclaughlin, E., (Eds) The Problem of Crime. SAGE Publications Ltd. 16


Pease, K., "Crime Prevention" in Maguire, M., Morgan, R., & Reiner,., (Eds) The Oxford Handbook of Criminology (nd ed) Oxford University Press. 17


Taylor, I., Crime in Context, A Critical Criminology of Market Socities. Polity Press. 1


Williams, K.S., Textbook on Criminology (4th ed) Blackstone Press. 001


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Friday, October 25, 2019

Tupac Shakur and the 7 Day Theroy

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The 7 Day Theory


Tupac Shakur, a well known rapper around America, died on Sepmtember 1, 16. Or did he?? After much research, many now believe that Tupac is really alive and living well in Cuba. What do you believe? Well it doesnt matter because I bet you, the reader, have not even bothered to reasearch the topic as countless others have. So let me lay down the facts for you.


People try to tell me, The autopsy photos show that he was killed. Well, have you ever seen the photos? They are very crummy and hard to make out. But one thing you can make out is the lack of tattoos on his body. Tupac had tattoos all over his body so where did half of them go? And also, they cremated him the day AFTER the murder. Since when do you cremate someone the day after the murder. Also what about in his songs when he always talked about a closed casket funeral. So why didnt they make good to his wishs and do so. Because he isnt dead.


Now lets talk about that number seven. Why does it keep coming up? Many believe that is shows that Tupac will come back 7 years after his death. If I were you I would be thinking that it is just a coincidence. Well, it happens so many times that it has been ruled at as a possiblity. Here are some examples. Tupac was gunned down exactly seven months after All Eyez On Me was released. He was shot on September 7th and survived on 7th, 8th, th, 10th, 11th, 1th, and died the 1th. (7 Days) Tupac Shakur was 5 years old. His age adds up to 7 ( + 5). Even his time of death, 40, adds up to 7 (4 + 0 + ). His brand new double album entitled R U Still Down? was released on November 5th. + 5 = 7.


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Tupac changed his name to Makaveli after coming out of prison. When in prison he read serveral books written by Machiavelli, an Italian philosopher who advocated the staging of ones death in order to evade ones enemies and gain power. Could Tupac be taking his advice?


These are only some of the reasons Tupac is alive. If I were to list all of them, it would take several pages to list. Hopefully I will do it some day or I can just wait until September 1, 00 when Tupac comes back to prove to you that he is alive.


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Wednesday, October 23, 2019

The honesty

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The garden


The idea of planting a garden is a major motif in the play. Willy is always discussing the idea of planting a garden. He says, The grass dont grow anymore, you cant raise a carrot in the backyard. At the end of the play, one of his last acts in life is his futile attempt at planting seeds in the backyard of his fenced-in house. The garden is symbolic of Willy needing to leave something behind for people to remember him by. Something that people will think about and remember him as a great man. Willy never achieved success in life, and he also never planted his garden. (He does in the end of the play, but it is assumed that will not grow.)


Seeds - Seeds represent for Willy the opportunity to prove the worth of his labor, both as a salesman and a father. His desperate, nocturnal attempt to grow vegetables signifies his shame about barely being able to put food on the table and having nothing to leave his children when he passes. Willy feels that he has worked hard but fears that he will not be able to help his offspring any more than his own abandoning father helped him. The seeds also symbolize Willys sense of failure with Biff. Despite the American Dreams formula for success, which Willy considers infallible, Willys efforts to cultivate and nurture Biff went awry. Realizing that his all-American football star has turned into a lazy bum, Willy takes Biffs failure and lack of ambition as a reflection of his abilities as a father.


Throughout the play the Lomans in general cannot distinguish between reality and illusion, particularly Willy. This is a major theme and source of conflict in the play. Willy cannot see who he and his sons are. He believes that they are great men who have what it takes to be successful and beat the business world. Unfortunately, he is mistaken. In reality, Willy and sons are not, and cannot, be successful. This reality versus illusion problem eventually brings about Willys downfall.


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Tuesday, October 22, 2019

Money vs. Feelings

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Money vs. Feelings


It is said that true happiness can only be achieved by possessing both money and a warm heart that could generate complex feelings towards the others. Unfortunately, there are very few who can be integrated into this category and therefore, we can infer that one can't reach both very easily.


Usually, during their lives, people try to propose themselves some targets to reach. Some want to have a wealthy and prosperous life, other s want a simple, happy life and to be surrounded by loving family. However, it is sad to realize that if people were put to choose between money and feelings, most of them would certainly choose money.


It is outrageous to see how society has deviated from the way of a simple and normal life to a life filled with the hunger for money and the avidity for more and more. People are blinded by greed and envy towards other people's money and thus, they tend to become some unscrupulous robots that would do anything in order to become affluent persons. They would be even capable of committing thefts, robberies or crimes, hence becoming some senseless creatures. Consequently, this attests that if you have a lot of money you don't necessarily have to possess those virtues that convert you into an admired person. Do my essay on Money vs. Feelings CHEAP !


Moreover, the more money you have, the more problems you encounter. There have been many cases in which rich persons have been robbed or even killed in order to inherit the wealth. On the other hand, if one had accumulated his money through a not very orthodox way, his consciousness or the police would follow him every night and he won't be able to close his eyes at night. It has been also demonstrated that money doesn't bring happiness but, even more, they can very easily change people for the worse.


Even tough money can nowadays buy everything from various items to court sentences and people, they cannot buy one's mind and soul. This is because feelings are something superior and abstract, that could never be controlled by anyone's money.


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Monday, October 21, 2019

Actibated Sludge

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Activated sludge is a common method used to biologically treat municipal wastewater. The method was first developed in England in the early 100's. In 11, H. W. Clarke studied the use of microorganisms in the purification of sewage through aeration. Edward Arden and William Lockett followed by carrying out similar experiments. They determined that high levels of purification could be reached through this biological process. They also integrated the use of recycle to the aeration stage. Arden and Lockett reported their findings to the Society of Chemical Industry in 114. Since then, the theory of activated sludge as a wastewater treatment process has continued to develop in small steps to the present day.


The activated sludge method typically consists of a well-agitated and aerated reactor and a settling tank. Depending on the design, the reactor can either model a plug-flow reactor, or a CFSTR. If the reactor is designed to be long and narrow, it will model a PFR, while circular tanks approximate a CFSTR.


It was discovered that wastewater could not be purified solely by aeration, but that it needed to be activated by the living organisms that are contained in it. Thus, the sludge consists of undecomposed materials as well as living organisms. The sludge is recycled to the reactor, but overgrown sludge is known as excess sludge, which needs to be disposed of. A schematic of a typical activated sludge process is shown in Figure 1.


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Figure 1-A schematic representation of an activated sludge process


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The activated sludge process has been extremely successful in treating wastewater, in spite of all the variable process conditions that can make purifying water complex. The process has the potential to metabolize a wide variety of organic compounds and can also remove compounds containing nitrogen, sulfur, phosphorus, etc. There are many variations of the process that have been developed to increase purification, such as membrane-coupled systems, and high purity oxygen systems. Some argue that activated sludge is the best method compared to all other biological processes, from both a technical and economical standpoint.



Overview



As mentioned before, wastewater treatment is a very complex process. Wastewater is made up of a vast amount of different compounds and solids. The purification process often includes a primary treatment before the wastewater even enters the sludge tank. The primary treatment may involve some type of screening or filtration to remove large solids. It also may involve conditioning treatments to adjust the pH, or add specific nutrients, which will be vital to the growth of cells. This treatment can remove 45-60 percent of the suspended solids, and even higher removals can be reached with chemical additions. After the primary treatment, the wastewater is then fed to the sludge tank. The activated sludge process generally occurs in two steps. The first step is the transformation of the contents of the wastewater into the activated sludge, and the second step involves the separation of the sludge from the cleaned water, typically through sedimentation.


The contents of the wastewater can be transformed into activated sludge by hydrolysis, adsorption, enmeshment, accumulation or storage. Larger solids that are found in wastewater generally are transformed through adsorption or enmeshment. Colloids, which have a diameter of approximately 10- microns, mostly adsorb on sludge flocs, while larger particles tend to become enmeshed in the void spaces between the sludge flocs. Accumulation, like enmeshment and adsorption, is a fairly fast process. It involves the uptake of small organic molecules. Experiments have shown that mono- and disaccharides, lower fatty acids, alcohols, amino acids, and other similar substances can be accumulated under rich nutritional conditions1.


Hydrolysis and storage, on the other hand, are rather slow processes. Hydrolysis is a process in which surface bound substrate is utilized by the cells. This process transforms some particles into a solved matter, typically a degradable organic matter. Solved matters can then be further transformed either into new cell substances by the bacteria or can be oxidized.


Once the wastewater components have been transformed into the sludge, it then moves on to the final clarifier. The sedimentation process heavily relies on the formation of flake-shaped sludge flocs in order to be efficient. The flocs then settle to the bottom of the clarifier where they thicken and are scraped into the withdrawal cone. The sludge is then recycled back to the sludge tank, while the excess is removed. The cleaned water effluent is removed from the process.



Terminology


Several parameters are of great importance in the understanding and designing of an activated sludge process. One of these parameters is the degree of biological oxygen demand, BOD. The BOD is typically reported for a 5-day time period. To find the BOD5 for a sample of wastewater, the sample is seeded with bacteria and is incubated at 0°C for 5 days along with an unseeded blank. The BOD5 is then calculated according to Equation 7.


()


Another important parameter that needs to be considered when designing an activated sludge process is the MLSS, or mixed-liquor suspended solid concentration, which represents the concentration of activated sludge in the sludge tank. The MLSS is often determined through filtration, with a pore size of 4.5 microns, followed by drying at 105°C, although this does not represent the actual solid concentration, it is a good approximation4.


Design


Contracted engineers do the design of most activated sludge process plants, however, they are restricted by state standards. A guide often used is The Water Pollution Control Federation (WPCF) Manual of Practice 8 (MOP 8)1. Most standards are used to control the amount of certain compounds in the effluent of the treatment process. These standards are set up by local and state agencies and are designed to meet current U.S. EPA Standards.


The first step in designing a purification process is to determine the type of wastewater that needs to be treated. For existing plants, this can be accomplished by studying past plant data. For new plants, however, much of the criteria need to be estimated based on the population. Table 1 shows typical characteristics of wastewater in the United States. It also is necessary to consider the recycle stream of the sludge. The recycle stream can increase toxins in the effluent by as much as 0%.


Concentration


ItemWeakMediumStrong


Biochemical oxygen demand(BOD)5, mg/l1100400


Chemical oxygen demand (COD), mg/l505001000


Suspended solids, mg/l


Total100050


Volatile8016575


Settleable solids, mg/l5100


Nitrogen (as N), mg/l


Organic8155


Ammonia1550


Total04085


Phosphorus (as P), mg/l


Organic15


Inorganic510


Total4815


Table 1-United States Wastewater Characteristics 1


In designing an activated sludge plant, the main tasks are to design the sludge tank and the clarifier, which will be discussed here. However, it is also important to note that in the final design of purification plants, the engineer must also design certain accessories, such as aeration diffusers and return sludge pumps.


When designing a sedimentation tank as a clarifier, both depth and shape need to be determined. Typically, the shape of the clarifier is either circular or rectangular. Most often rectangular clarifiers are used in large plants, or in plants that do not have a lot of space. Table compares the most documented circular clarifier, known as a "deep circular clarifier with a center flocculation well", to the most documented rectangular clarifier, a "Gould clarifier".


Deep, Center Floc CircularItemGould Rectangular


15-0 ftSidewater depth1 ft


Difficult, erraticScum/floating solids removalEasy, complete


GoodEase of covering odor/VOC controlExcellent


HighHead loss for flow distribution among clarifiersLow


HighSite requirementLow


NoCommon wall constructionYes


Table -Comparison of a Rectangular and Circular clarifier 1


Typically, state regulations set a maximum surface overflow rate, SOR. In most instances, the smallest clarifier that meets the state regulations for SOR is an efficient way to design the clarifier.


The main unit that needs to be designed in a purification plant is the activated sludge tank. Designing an activated sludge tank utilizes the rate expressions for cell growth and substrate use, and material balances for both the biomass and the substrate. The Monod equation can be used to approximate cell growth in the system.


(1)


where


m=Specific growth rate


mmax=Maximum specific growth rate


Ks=Saturation constant


S=Substrate concentration


Figure shows the flow rates and concentrations of both the cell mass and the substrate


in an activated sludge system.


Figure -Flow rates and concentrations used in material balances 7


By writing mass balances for the biomass and the rate-limiting substrates around the sludge tank


and the clarifier, an equation to determine the volume of the sludge tank can be derived 7.


()


where


V=Volume of sludge tank


F=Feed flow rate to sludge tank


=Substrate yield coefficient


=Solids' residence time


kd=Tate of cell death


X=Concentration of cells


S0-S=BOD5 removal rate


Thus, for a specified BOD removal rate, it is possible to determine the volume of reactor required.


As of 11, the depth of most typical sludge tanks is approximately 15 ft, or 4.6 m. However, more recent studies have shown that deeper reactor tanks may be equally efficient while consuming less space. Gnirss and Frolich conducted studies on both 10 and 15 m deep reactor tanks from 10 to 15. It was determined that sedimentation as the clarifying process would not work with deeper reactor tanks, so experiments were conducted with 10 and 15 m tanks with dissolved air flotation unit as an alternative clarifier. The 15 m tanks were found to be too costly, however, the 10 m tanks seem to be a good alternative to conventional purification processes. Some advantages of the deeper tanks with flotation are that they take up less than half the area of the typical sludge tank, the return sludge volume is very small, and there are not any problems with scum on the secondary clarifier. The only disadvantage is the small amount of experience with the deeper tanks. At the time of publication of the experiments, no full-scale plant of this type exists, although the authors reasoned that scale-up of their pilot plant should work at least as well .



Variations



Improvements are constantly being developed to advance the quality of wastewater treatment plants. For example, high-purity oxygen is often used in place of air to improve the quality of the purification system. Another improvement that has been found is the membrane-coupled activated sludge process, MCASP. This process uses the typical sludge tank, but varies from the conventional process in that it uses membrane filtration as a clarifying process rather than sedimentation. The MCASP can either have the cross-flow microfiltration unit located outside of the sludge tank or directly within. Figure gives a schematic of both configurations.


Figure -Schematic representation of MCASP with external (a) and internal (b) membrane filtration 4


The MCASP require cross-flow to ensure that the membranes are not clogged too quickly. The main advantage of using a MCASP is that higher quality effluents can be achieved. This is because there is a complete separation of solids due to the membrane depending on the pore size. The main disadvantage of this system is that it requires almost double the energy as a sedimentation system. Thus, each plant must be considered independently to determine if it is cost-efficient or not to install a MCASP4.


The addition ozone has also proved useful in the advancement of wastewater treatment. When ozone is added to the sludge tank, it increases its biological degradability. Therefore, the amount of excess sludge can be greatly reduced through ozonation. The process involves sludge digestion and wastewater treatment that are conducted simultaneously in the same sludge tank. Figure 4 shows a schematic representation of the ozonation process. Studies have shown that in most wastewater can actually be treated without any excess sludge. More recent studies have found that intermittent ozonation can be used in place of continuous ozonation in order to cut expenses, while still greatly reducing the amount of excess sludge6. Another advantage to ozonation is that it improves the settleability of the sludge.


Figure 4-Schematic Representation of an ozonation process 8


Separation Problems


Several problems can occur in the sedimentation tank. If the sludge to does not exhibit certain qualities, such as fast settling velocities ( 1m/h), leaving a clear supernatant after settling, and not rising within a - hour period after settling, the efficiency of the system is greatly damaged. Dispersed growth is one problem that might occur in the sedimentation tank. This occurs when the bacteria do not form flocs and instead grow in small clusters. The small clusters then are able to rise out of the settling tank with the effluent. This problem, however, rarely occurs in industry1.


Pinpoint flocs are similar to dispersed growth in that they are small flocs that escape with the effluent. Pinpoint flocs are generally flocs with a diameter that is less than 100 microns. They can occur from a low production of glycocalyx, which helps to form a polymetrix matrix of firm sludge flocs that aids in keeping the small flocs from escaping.


Rising sludge also creates a problem since the sludge is not settling to the bottom. This can occur due to either a high adsorption of oils and fats or from the occlusion of gasses. Non-filamentous bulking is a condition where the sludge loses its ability to flow. Yet another possible problem that can occur in sedimentation is filamentous bulking which leads to foaming.


Environmental Concerns


As mentioned before, the EPA regulates the amount of certain pollutants, such as nitrogen, phosphorus, and sulfur that can be contained in the effluent and released into the environment. These pollutants are originally contained in proteins, which are found in the influent to the sludge tank. When the bacteria degrade the proteins in the wastewater, certain inorganic products are released. Table summarizes these inorganic products. A high concentration of some of these inorganic substances can have an adverse affect on the surrounding environment.


Element Contained In ProteinsInorganic Product Released


CarbonCarbon Dioxide (CO)


HydrogenWater (HO)


NitrogenAmmonium Ion (NH4+)


OxygenWater (HO)


PhosphorusPhosphate ion (PO4-)


SulfurSulfate ion (SO4-)


Table -Inorganic Products released from the oxidation of Proteins


Nitrogen can lead to an assortment of environmental problems. Released nitrogen leads to a depletion of dissolved oxygen. Nitrogen follows the path shown below where each ammonium ion consumes two molecules of oxygen gas before it is converted to a nitrate ion.


NH4 + O NO-


NO- +O NO-


Nitrogen can also lead to the toxication of fish and other aquatic life. Ammonium, nitrite, and nitrate ions are among the most toxic. Nitrogen wastes, as well as phosphate ions, greatly contribute to eutrophication, which is the premature aging of lakes and ponds. Since both of these wastes are nutrients to algae and other plant life, the disposal of nitrogen and phosphorus ions lead to the overgrowth of these plants.


While phosphate can be easily removed from sludge plants by precipitation with alum or possibly another flocculant, nitrogen requires an extended aeration along with periods of anoxia. This leads to denitrification in the plant. However, this and other known methods are extremely costly. One interesting new finding in the area of nitrogen removal is the possibility of using wetlands to enhance the natural process of bacterial denitrification5. There exist bacteria that can naturally convert nitrite and nitrate ions into the harmless nitrogen gas. The nitrogen gas can then be released into the atmosphere. While wetlands may provide a cost-effective way to remove nitrogen from the effluent of wastewater treatment plants, they do require a lot of space and only are appropriate for specific locations.



Conclusion



Activated sludge as a municipal wastewater treatment has proven to be a very efficient way of purifying wastewater. Although, some problems can occur with this process, many of them have been overcome due to the lengthy history of this type of purification. With added technologies of ozonation and deeper sludge tanks, activated sludge can only improve as a cost-effective way to treat municipal wastewater.



References



1Eckenfelder, Wesley W., and Grau, Petr. 1. Activated Sludge Process Design and Control


Theory and Practice. Technomic Publishing, Lancaster.


Gerardi, Michael H. 00. Nitrification and Denitrification in the Activated Sludge Process.


Wiley-Interscience, New York, NY.


Gnirss, R. and Frolich, A. Peter. 16. Biological Treatment of Municipal Wastewater with


Deep Tanks and Flotation for Secondary Clarification. Wat. Sci. Tech. (4).


4Gunder, Berhold. 001. The Membrane-Coupled Activated Sludge Process in Municipal


Wastewater Treatment. Technomic Publishing, Lancaster


5Horne, Alexander. 15. Nitrogen Removal from Waste Treatment Pond or Activated Sludge


Plant Effluents with Free-Surface Wetlands. Wat. Sci. Tech. (1).


6Kamiya, T. and Hirotsuji, J. 18. New Combined System of Biological Process and


Intermittent Ozonation for Advanced Wastewater Treatment. Wat. Sci. Tech. (8).


7Shuler, Michael L. and Kargi, Fikret. (00). Bioprocess Engineering, Basic Concepts.


Prentice Hall, Upper Saddle River, NJ.


8Yasui, H, Nakamura, K. Sakuma, S. Iwasaki, M, and Sakai, Y. 16. A Full-Scale Operation


of a Novel Activated Sludge Process Without Excess Sludge Production. Wat. Sci. Tech


(4)


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Thursday, October 17, 2019

Internet Democracy -The new Media

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The origins of the Internet dates back to the late 160's when the US Defence Department developed a command communication system for military contractors and universities doing military research to exchange information. The system known as the Arpanet sends packets of information off in the general direction of its goal, leaving routeing equipment along the path to forward the packets by whatever route is available. In the late 70's Arpanet was adopted by the US National Science Foundation to create the early Internet. The usage of Internet first started with Universities being connected to super computers. This enabled information retrievals. JANET or Joint Academic Network, similarly to the Internet was developed in Britain however its employment was incompatible (Holderness, 1).


Today, the Internet is one of the largest communications network. More than 1 million people around the world have access to the Internet and the percentage is increasing by 10 per cent every month (Holderness, 1). With the access of Internet, people are now able to communicate with geographically distant acquaintances through the usage of email, distribution list and chats on a minimal cost. The World Wide Web provides a vast sphere of information from education, entertainment, infotainment, business and so forth. With the emergence of the Internet, our lives have become an easier one. Thus this paper discusses the effects of the Internet on society in terms of public sphere.


Before attempting further on the question, it is first necessary to understand the words used. The word 'Public' has profound meanings to it; Public as the non-private, public as general and public as communal. Public denotes openness, community,


citizenship, discussion and debate. This is perceived through the media. There are two important ways in which the media serve public functions. First, by bring information and issues out in the open by constituting publicity. For instance matters concerning political corruption or disputes are publicised on the grounds of people's right to know. Second, by having multiple forums in which issues can be discussed or debated, or also known as the public sphere. According to Grossberg and Whitney, both functions are essential in a democracy if the meaning of democracy is the manifestation of the public will. Public will here means what the public wants and needs and the very issue of public is related to very the issue of democracy (Grossberg et al, 18).


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It was during the bourgeoisie period that the democracy level increased. According to Habermas, the development of public sphere as a social institution in seventeen and eighteen centuries was an important factor in the transition from monarchy to parliamentary democracy. In Germany, England and France many educated and well to do citizens gathered in coffee houses and salons to discuss affairs of the state. Consensual decisions from rational arguments were made based on merits and not the status of its creators. One of the main principals to Habermas' concept on the public sphere is that the forum should be accessible to as many people as possible so that vast social experiences can be expressed and exchanged (Verstraeten, 16). Habermas' theory on public sphere relates similarly to Internet or the now called new media.


In today's society, the Internet plays the same role in contributing democratic functions. It has allowed equal opportunity for its user to share information. The Internet has functioned as a medium without imposed limitation like the newspaper or the


television. Anyone and everyone are now able to publish their work and views on matters of their interest on the World Wide Web. This has indirectly raised press freedom via Internet (O'Brien, 1). Where most countries are concern, media restrictions by the government have suppressed press freedom. Take Malaysia for example, with the implementation of repressive laws such as the Printing Presses and Publications Act, journalist are constrained from reporting governmental disputes or misconducts although it might be of the public interest (Printing Presses and Publications ACT, 001). This has caused journalists' to go against the fundamental principle of journalism, which is respect for truth and the right of public to truth. As result, most journalists resolved in writing commentaries on the Internet. Steven Gan a former journalist with the Sun Newspaper is an example of a journalist who opted for Internet publishing. With a corporate slogan that reads 'only the news that matters' attracted huge number of readers who wanted in-depth news and details that most mainstream media would not report on. This has allowed readers the opportunity to obtain news from other means and sources and not just depending on mainstream medias. This form of freedom is important in creating democratic public sphere.


The Internet has also brought great changes in workplaces. It is quite evident that the emergence of the Internet has replaced places like libraries. It is much more easier for users nowadays to retrieve information through the Internet on whatever matters or issues that they are looking for. The cost effectiveness and dissemination of countless documents and the effortless updating of those documents initiated the use of Internet in the government and political sector. The Thomas system in the U.S, is an example of


Government maintained website that allows Internet users to freely obtain federal legislative information's. The Thomas system offers information on legislation of bills and amendments, congressional records, session calendars and reports, historical documents and etc. The public has now the access to governmental data and electronic documents of any states in America. Feedbacks, opinion columns and online forums in the Thomas system enable two-way interaction between public and the respective parties involved. This is a form of a civil public sphere on the Internet (Thomas, 00).


Most of the professional sectors such as the Legal sector have the access to legal databases. The Lexis legal database has over 000 judgement recordings since 145. This allows lawyers to trail every single legal precedent. According to Holderness, ventures such as this makes the information that already exist on paper an interesting and easier one. Computerised systems not only holds immeasurable amount of up-to-date information's but also allows quick and easy access to the selected body of knowledge (Holderness, 1). This is why most organizations settle for online data storing as compared to the traditional document file storing, which probably will not or have little access to the public. Thus it is agreeable to say that the whole market sectors are being transformed by the spread of information technology (Grieves, 18).


According to Habermas, a full functioning public sphere is of two way communication and discussion. Some scholars argue that Internet does not provide two-way contentious discussion on social or political issues. This however, is proved wrong by a research done by the Canadian Radio, Television and Telecommunications Commission (CRTC) with the assistance of McLuhan Program at the University of


Toronto by establishing its first public online consultation website. The website offers discussion forums mostly on social issues. The website attracted over 00 active contributors, of all ages, both men and women of various cultural background, from rural as well as urban and people of different levels of experience with the Internet. The contributors generally posted short thoughts however some developed greater opinions and engaged frequently on debatable issues. The CRTC study proves that not only the Internet initiates the engagement of citizens on matters that affect public interest but also allows greater public involvement than holding face-to- face hearings (O'Brien, 1).


According to Grieves, the development of the information superhighway will lead to changes in society in the way we work and interact with others. It is also said that the new media is capable of reinventing the public. Emails and web chats have replaced the conventional way of writing letters and making telephone calls. This is again due to its timeliness and cost effectiveness. Nowadays, people rely on emails to keep in touch with their loved ones who are away as compared to writing letters that would probably take weeks to receive. The same applies to greeting cards. People prefer sending online greetings during festive seasons because online greetings offers better features like audio and graphic effects as well as personalised images and messages.


Much speculation has been said about the emergence of Internet. While some say that the Internet is a democratic public sphere, others argue that Internet is one of the contributing factors in the decline of civic engagement and other social problems. Civic engagement is the voluntary participation of individuals in the social and political issues of their community (Greene, 18). In Putnam's argument of blaming television as the


cause of decline in civic engagement, many media scholars like Peter Dahlgren also agrees that the increasing prevalence of the mass media like the Internet erodes the critical functions of the public (Grossberg et al, 18). In Putnam's argument, he claims that television watching is the only leisure activity that inhibits participation outside the home. The study on American Television viewers' estimates the time spent on television watching is about four hours a day and thus TV viewers are homebodies. Besides that Putnam also argues that heavy television watching induces passivity as well as increasing pessimism about human nature. Thus it is assumed that the Internet will have the same effects of the television. What people fail to understand is that the Internet like the telephone enhances social participation whereas television only allows passive viewing.


In a study done by The Carnegie Mellon University, it is found that interpersonal communication is the dominant use of the Internet, followed by researching for educational purposes and finally entertainment like online shopping and so on. The two-year study that tracked the social participation of 56 members, all from different level of experiences of the Internet as well as different cultural backgrounds revealed that there were no differences between internet users and non users memberships in religious, leisure and community organizations or in the amount of time users and non users reported spending communicating with family and friends (Kraut et al, 18).


Although there is little evident that proves the decline in civic engagement is due to the new media, other form of problems do arise because of the Internet. One of the prevalent issues is about copyrights and piracy. The Internet being left free without restrictions or any regulations has meant that anyone can post, copy and edit anything on


the Internet. Due to this some industries like the music industry for example is being affected the most in terms of sales. With websites that offer free downloads like the Napster, Kazaa, bearshare and so on, allowed users to obtain their favourite songs without even spending money. This may sound good to most of us as user and consumers but what about those artist and musicians who devote their lives in singing or composing just to earn a living or to achieve their dreams. Don't they need recognition for their work? Another severe problem with the new media public sphere is that it encourages verbal violence. Since on line communication can be anonymous and users cannot be held physically accountable for their words, they tend to be verbally abusive when certain discussion gets heated up. This sometimes discourages the very formation of democratic debates or decision especially among women, as they tend to be the obvious victims (Hunter, 18).


Besides the music industry, another problem with the Internet being left free has caused the exploitation of cyberpornography. Cyberpornography has become a blooming business on the Internet today. In 11, Robert Thomas was tired of moving furniture's for a living so he decided to make money from his computer hobby. Thomas designed a bulletin board and posted 1 photos on it and charged for access. Within three years time he was already making USD 800 000 a year. In 14 however Thomas was arrested when a government agent found Thomas' website (Vivian, 18).


Like Thomas, there are thousands or maybe millions of people hosting websites that promotes cyberpornography. Some authorities argue that cyberpornography should


be eradicated because the exposure of it might affect the social well being of a child who views it, since anyone with a computer connected to a modem is accessible to these sites.


This brought about the proposal of the Communications and Decency Act 16 that imposes fines and imprisonment to anyone making indecent material available to minors online. The law however was eliminated because of the limitations on materials that adults can put on and read off the web. Hence credit card verifying system was implemented where by most sites could only be accessed once the credit card number is verified. While most cyberpornography websites adhere to the system there are also other small sites that promotes free tours of the website before credit card verifications as well as free downloads for newcomers. Since the Internet holds thousands of websites, it is difficult to regulate or even identify these sites. Thus the democratised public sphere of the Internet is often misused (Vivian, 18).


Fytton Rowland in his paper on Policy Issues in Electronic Publishing argues that some of the information posted on the Internet is of less or no quality. Since all publications exist in digital form in some time during their production, many publications are printed indirectly from the author's original keystrokes. He also states that electronic publication will be very different for the different classes of publication such as the scholarly literatures. According to Rowland, scholarly literature represents humanity's collective memory of its most advanced intellectual achievements. Thus he feels that it is important to preserve the unique features of scholarly literature and not sacrificing it for technological advancement (Grieves, 18). Imagine works of Shakespeare being posted on the Internet, and if any modification occurs while its re-publication on the Internet, the


credibility of the literature might be lesser. Internet user might not know the originality of the literature. Rowland states that it is usually easier to differentiate between a scholarly


journal and a popular magazine on the same subject but in the electronic media the distinction between formal and informal communication is becoming less clear. He then relates it to the functions that the library has performed over the years by preserving most


of the intellectual heritage. Materials on the World Wide Web are easy to mount, easy to remove and easy to disappear thus it is difficult to preserve original versions and comment of a scholarly work on the Internet. He concludes by saying that the Internet is genuinely a democratic place but paradoxically if there is no quality control the medium becomes less, not more democratic (Grieves, 18).


It is no doubt to say that the Internet or the new media is an important component in creating the public sphere. Since the prerequisite of the Public sphere as explained by Habermas is the accessibility to a forum by everyone disregarding social status so that view and arguments can be exchanged and confronted through rational discussions, meets what the new media has to offer. Although much speculation about the pros and the cons of the Internet is discussed, the myriad significance of it is incomparable to any other media. It is quite obvious that the number of Internet users all over the world is tremendously increasing due to the fast economic growth and technological development in most countries. Most people are switching to the Internet to obtain news, to check stock exchange rates, weather forecast, bank account balance and so forth. Hence the emergence of Internet is changing our conventional habits and thoughts therefore the Internet can also be useful in influencing public opinion as well as forming action in the public interest. It is important to have a democratised medium such as the Internet for the public to voice out their views and opinions. Information, opinions and discussions that the Internet provides are vital in achieving a civil society. The efficiency of the public sphere can only be achieved when civil societies make full use of the new media.


(700 words)


References


O'Brien, R. (1). Civil Society, The Public Sphere and the Internet. [Online]


http//www.web.net/robrien/paper/civsoc.html


Verstraeten, H .(16). The Media and the Transformation of the Public Sphere


[Online] http//www.vub.ac.be/SCOM/cemeso/paper-uk.html


Hunter, C. (18). The Internet and the Public Sphere Revitalization or Decay?


[Online] http//www.asc.upenn.edu/usr/chunter/public_sphere.html


Grieves, M. (18). Summary. In M. Grieves (Ed.), Information policy in an electronic age (pp. 11-44). Bowker- Saur British Library


Grossberg, L. Wartella, E. & Whitney D.C (18). The Media and the Public. In L. Grossberg, E. Wartella & D.C. Whitney, Media Making Mass Media in Popular Culture (pp.57-74). London, Sage.


Vivian, J. (1). Media of Mass Communications, Fifth Edition, Allyn and Bacon, United States of America.


Kraut, R., Lundmark, V., Patterson, M., Kiesler, S., Mukopadhyay, T. & Scherlis, W. (18). Internet Paradox A social Technology that Reduces Social Involvement and Psychological Well-Being. [Online] http/www.apa.org/journals/amp/amp5107.html


Holderness, M. (1). Down and out in the global village. New Scientist (pp.6-40).


Greene, S. (18). A World of Difference The chronicle of Philanthropy [online]


http//www.nonprofit.com/premium/articles/v11/i0/000101.htm


The Thomas Website (00). [Available online] http//www.thomas.com.


The Printing Presses and Publications Act 184(ACT 01) & Rules And Deposit of Library Material Act 186(ACT 1) 001. Kuala Lumpur International Law Book Services.


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Tuesday, October 15, 2019

Marketing

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Executive Summary


This report is designed to explain and evaluate a company's marketing strategy in a competitive industry. The whole report briefly introduces the company's background and its product. Through the analysis of the product life cycle and the explanation of why brand is so important especially in a maturity period, this report lists all efforts that have been done by Colorado to build its brand to stay longer in the maturity period. In particular, the report lists the process of targeting market and describes the positioning strategy and results. Pricing process and strategy is also mentioned in this report. While introduce the factor when pricing, the most suitable solution like value pricing has to be adopted to retain customers and defeat competitors. As a part of marketing, distribution channel has to be identified clearly as Colorado has done. In Colorado's case, it looks simple because it is conducting a direct marketing strategy. Through tracking the promotion mix that are currently using by Colorado, it is suggested that much more efforts such as strategic database and staff training should be done to enhance its IMC plan.


1.0 Introduction


Marketing is extremely important and necessary in today's business world. For a company in the shoes and apparel retail industry, the threat is not largely from external environment like competitors but from itself. If it cannot conduct marketing as a scientific way, the company may have no possibility to survive in the competition. That is why many selling concept holders disappeared although they do have experience a short honeymoon. Colorado's marketing practice is attractively because they hold the marketing concept and conduct their own marketing. Through the analysis below, it can be seen that brand, target market, positioning, pricing and integrate marketing communications are always the concern gone through its marketing practice. Obviously the company will continue to stick on the way to implementing marketing practice.


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.0 Company Background & Product Analysis


Colorado Group is Australia's largest specialty footwear retailer as measure by the number of retail stores. It operates over 00 retail outlets across Australia, principally under the names Mathers for Shoes, Williams the Shoemen, Colorado Adventurewear, ¡®Lynx', ¡®JAG' and ¡®DKNY'. Of late, the company acquired a new brand called ¡®Diana Ferrai' which was one of Australia's favorite womens footwear brands. After the introduction of its ¡®Colorado Adventurewear' brand in 1, Colorado has expanded its products into both specialty footwear and apparel categories.


Obviously Colorado's products should be classified into consumer goods. However, if identifying Colorado's products in detail, they can be attributed to specialty goods because they are with unique characteristics and brand identification that consumers are willing to pay extra to get the products. While many marketers classified product into three levels that is core product, actual product and augmented product, Kotler (000) identified that in planning it market offering, the marketer need to take account of five levels of the product including core benefit, basic product, expected product, augmented product and potential product. Core benefit is the most fundamentally level. For Colorado, the core benefit is that customers can enjoy outdoor fun by spreading themselves. At the second level, the marketer must turn the core benefit into a basic product. Colorado's basic products can be divided into seven product categories Men's tops, men's bottoms, men's shoes, accessories, women's tops, women's bottoms and women's shoes. At the third level, the marketer has to prepare an expected product to meet customer's minimum expectation. On the one hand, Colorado has expanded it product categories through a series of acquisitions. On the other hand, the company continuously makes efforts in maintain its product quality. Both efforts enable Colorado to get expected product to satisfy its customers. At the fourth level, Colorado prepares augmented products that exceed customer expectations. For examples, knowing that consumers are becoming more and more aware of protecting environment, Colorado use only recycled package to meet consumer's expectation. As to warranty, the company promised to guarantee its product to the last. In addition, all Colorado stores are designed to present a natural and outdoors image to stimulate customer's sense. At the fifth level stands the potential product. Colorado never stops its effort in searching for new ways to satisfy its customers. Colorado has established a strong presence on its web. Although sales volumes remain small, this attempt has proved an important avenue to build relationships with Colorados loyal customer base.


As table 1 shows that Colorado's product-mix consists of four strong product lines tops, bottoms, shoes and accessories (See table 1). These product lines are consistent insofar as they are consumer goods go through the same distribution channel and perform very close functions for the buyers.


Table1 Product-Mix Width and Product line length for Colorado


ProductLineLengthShoesTopsBottomsAccessories


Mathers ColoradoColoradoColorado


WilliamsColoradoDianna FerraiDKNYJAGDKNYJAGDKNYDKNY


Source Modified by Product-Mix Width and Product-line length for P&G Products, Kotler, P., Marketing management, the millennium edition, 000, pp.



.0 Branding


As above introduced that Colorado has build up a series of brands. For example, its ¡®Colorado adventurer' brand emphasis on outdoor lifestyle. In fact, the company has adopted multi-brand strategy since the very beginning. Brand ¡®Mathers' offers customers branded, quality footwear at mid to upper price. Its primary target customers are families who look for variety, familiar brands, fashionable styles and attentive service. ¡®Colorado adventurewear' is a concept embracing the values associated with a casual outdoor lifestyle. It was designed for everyday wear that is relaxed, natural and durable. Others like ¡®Williams', ¡®JAG¡± are all connected with each other at different level. Multi-brand decision has brought a lot of gains to Colorado Group. Firstly, multi-brand can enhance customer's loyalty by capturing customer's attention. For example, customers who like ¡®Colorado adventure' will be more likely to accept ¡®JAG'. Not only because ¡®JAG' are similar to ¡®Colorado adventure' by demonstrating leisure lifestyle, but also people would be more likely to agree that the similar brand have similar value that they can enjoy. Secondly, creating new brand develops efficiency within Colorado Group. Brand mangers compete to outperform each other, while resources like human capitals and fixed assets can be used more efficiently. Finally, a multi-brand strategy can attract more customers because each brand can attract a separate following. While ¡®Colorado adventure' attracts customers mainly aged from 18-5, ¡®Mathers' attract family members at different age. As a result, the more customers Colorado have, the more profit it can earn.


4.0 Product Life Cycle Stage


It is true that management is aware that each product will have a life cycle, although the exact shape and length is not known in advance. General speaking, firms that selling shoes and apparel should be put into maturity stages. The reason is the product has achieved acceptance by most potential buyers. From this point, Colorado is staying at the maturity stage (see table ).



Table



Source Modified by Sales and product life cycles, Kotler, P., Marketing management, the millennium edition, 000, pp. 04


In this period, the sales growth seems slowdown and the profits stabilize or decline because of increase competition. As Kotler (000) said that branded products could have a short or long product life cycle, well-built brand have a very long product life cycle. The problem for Colorado is how to cope with the problem of marketing the mature product. In practice, to ensure they can stay longer in the maturity stage Colorado has adopted a chain of strategies


lDevelop new brand product to attract customers From ¡®Mathers' to ¡®DKNY¡±, the company continues to develop related brand.


lOffer customers added value to satisfy customers For examples, ¡°Vanilla and chocolate biscuits are placed on the counter to provide customers with complimentary gift.¡±


lFocus niche market to avoid extensive competition while many other garment retailers compete on a widely range, Colorado advocates the concept of outdoor life and thereby develop a new brand called ¡®Colorado adventurer'. People between -5 are the mainly customer they aim to.


5.0 Target Market


As a retailer, Colorado realized that it could not make consistent decisions on product assortment, store decor, advertising messages and media, price, service level. In order to target its market, the company has taken account of many aspects such as geographic, demographics, psychographics, benefits sought and lifestyle characteristics.


uGeographic segmentation Colorado divided the market into different geographical unit. In Australia, Colorado has opened 74 stores in QLD, NSW, ACT, VIC, TAS, SA, WA and NT. Meanwhile the company set up 6 stores in neighboring country New Zealand.


uDemographic segmentation Colorado marketing managers has targeted their customers primarily on women and men between -5 years and secondarily on people above 5 years. As to income factor, Colorado aims to middle income class. No particular attention has been given to education, religion and occupation aspects.


uPsychographics segmentation Colorado positions its products to serve for people who are ambitious, adventurous and have active lifestyles. Because demographics show that people aged between -5 who usually have stable income are more likely to enjoy a leisure lifestyle.


uBenefits segmentation Colorado classified buyers according the benefits they seek. Those who travel for adventure may like ¡®Colorado adventure', while family members may accept the offer form ¡®Mathers' because of its reasonable price. Fashion followers would prefer ¡®DKNY' and ¡®Dianna Ferri' because of the modern design and lovely color.


6.0Positioning


As Colorado has decided which segments of the market it will enter, the company thereby decides what position it wants to occupy in those segments. Although it has developed different brands to assist its overall performance, the company basically positioned their products with leisure lifestyle. Firstly, Colorado positioned their products at the middle-price/high quality level in the market segmentation. To ensure its high quality, Colorado's shoes are made of natural fibers, which can last the product life. Secondly, Colorado can smoothly expand its sales because Colorado's target market results in a sufficient number of buyers with strong purchasing power. Thirdly, Colorado uses differentiate strategy to position its product as a symbol of outdoor lifestyle. The product lines range from fashion apparel to footwear and accessories, designed for everyday wear that is relaxed, natural, durable and original. Unlike sports brand, Colorado's products make people feel more leisurely and comfortable.



7.0Pricing



Colorado uses not only one kind of pricing strategy. On the one hand, rather than develop single products Colorado develops a series of product with different brand. Naturally the company adopts product-mix pricing, which means a retail store of Colorado carries different brand at different prices. Customers will associate comparatively low, middle and slightly high products with different brand and different price points. For examples, the price of ¡®Mathers' shoes is slightly lower than that of ¡®Colorado' although they have very similar costs. On the other hand, Colorado meanwhile adopts high-value pricing strategy, which means its products have the same quality as those products covered by premium strategy but charge less. As shoe and garment marketing are very competitive today, Colorado continues its efforts in adding more value to customers. These values included


lAmazing shopping experience rustic, natural image was reflected in the shop; music and even goldfish was selected to make customers happy; little gift was used to tempt customers.


lOutstanding quality and long using life guarantee


There are some factors the company should consider when setting prices. First is selecting pricing objective, if the aim is to expand market share, it should consider a lower price. But if the aim is to maximize profits, then the concern should be raise the price. Second is reference price. Rosch (175) defined reference as the standard price against which consumers evaluate the actual price they are thinking. Colorado has to take account of this factor when it develops a new brand. Because consumers may compare the price of new brand with the reference price, and if they think the price is far excess the reference price they will not accept the new brand. Costs is another concern, if the costs of a new brand cannot support Colorado's high-value strategy the company must abandon this brand. Otherwise, it will finally suffer loss and lose the brand.


8.0Placement


Market channel decision is a critical concern in Colorado's business practice. As introduced before, the company has its own stores to sell its products. If consider only the number of intermediary levels Colorado's channel, it is actually a zero-level channel that means manufactures selling direct to customers. Table shows the types of channel flows, which include physical flow, title flow, payment flow, information flow and promotion flow.



Table



Source Modified by ¡°five different marketing flows in the marketing channel for forklift¡±, Kotler, P., Chandler, P., Gibbs, R., McColl, R., Marketing in Australia, nd, 18, Perentice Hall, Brunswick, pp. 441


As table shows that at the physical flow level the raw materials flow from suppliers via transportation companies to Colorado's warehouse and plants. Then the products flow to Colorado shops. Customers can thereby buy the products at the shops. As to the title flow, title to raw materials and components passes from the suppliers to Colorado plants. Title to the finished products passes to its own shops and then to customers. At the payment flow section, customers pay cash on counter or credit card through banks to Colorado shops, the shops collect money to Colorado manufacturers via bank transfer, and then Colorado sends the payment to its suppliers via banks. When consider the information flow, customers needs can be collected and sent to Colorado. Colorado can therefore produce the customer's favorite products and introduce new product information to customers. Finally, Colorado can promote their shops and product via advertising agency to increase its shop sales, while Colorado shops also use different promotion tools to attract more customers.


.0 Integrated Marketing Communications


Colorado is currently using an efficient promotion mix to reach the trade channels and the target customers. This promotion mix includes


lSales promotion coupons, discount given, seasonal sales are major tools that Colorado used to promote sales.


lAdvertising Colorado opts for advertising that is conducted in major cities, on buses and trams. In addition, they are considering run certain movie at cinemas to aim to target market. For example, Colorado has introduced a new television advertising campaign that targets 18-5 years olds. The aim is to position the label as a globally brand.


lInternet marketing An integrated marketing campaign incorporating online and in-store activity aims to recruit 100,000 online members and contribute 1% of sales in the first 1 months of 00. In-store activity includes promoting the URL on Colorado packaging, postcards. In its online presence, Colorado is providing shoppers with the opportunity to purchase online and earn discounts, free products and free freight.


lBrand management For each brand Colorado owns, it build a separately team to manage it efficiently. Brand mangers are given responsibility to develop brand images and expansion. However, the consistency within each brand is existed to enhance customer's loyalty and efficiently allocate company's resources.


The appliance of integrated marketing communications (IMC) has brought a significant success to Colorado. However, the company still needs to make further efforts to improve the power of IMC. On e is that Colorado must train all its employees in how to communicate. This is because customers responded more to employees' actions than to specific programs. Another is that the company must develop and enhance a strategic database to anticipate customer interests and improve customer satisfaction and retention. Internet marking that has been used in Colorado gives the company a chance to close customers and catch their preferences. If it has been efficiently used to enhance the database, the company will be more competitive than its competitors because they can respond quickly to meet customer's needs.


10.0Conclusion


True, Colorado is in the maturity period of the whole shoes and apparel industry. With the efforts of continuously brand development and integrated marketing communication, plus its accurate product position based on the understanding of its target market and its value pricing strategy, the company successfully penetrated its target market and retained its customers. Simply speaking, its success is based on its understanding to customers. The result is the company can stay in the maturity period longer to grasp sound profit. However, to compete and survive in a hard industry further efforts are suggested to do by the Colorado to enhance it IMC program. Thus, resource can be allocated reasonably to serve for target customers and thereby enhance efficiency and profitability.


11.0Bibliography


Online Source and Journal


1.http//au.biz.yahoo.com/p/c/cdo.ax.html [Accessed on 15 May 00]


.http//www.coloradogroup.com.au/ [Accessed on 15 May 00]


.http//au.biz.yahoo.com/p/c/cdo.ax.html [Accessed on 15 May 00]


4.Annual report 00, pp. 6 http//www.coloradogroup.com.au/investors_desk/financials/coloradoar0.pdf [Accessed on 15 May 00]


5.Larissa Kaye, Colorado moves into online arena, http//www.bandt.com.au/articles/e/0c00fe.asp [Accessed on 15 May 00]


6.B&T Weekly, 1 August 18


7.Rajendran, K. N., & Tellis, G., Contextual and Temporal Components of Reference Price, Vol. 58, No.1, January 14, -4


Books


8.Harker, M., Harker, D., Graham, P. & Baker, M., Marketing Trends in Australia, 1, Macmillan, South Yara, pp. 70,71,7


.Kotler, P., Marketing management, the millennium edition, 000, Prenhall, New Jersey, pp. 04,4,


10.Kotler, P., Chandler, P., Gibbs, R., McColl, R., Marketing in Australia, nd, 18, Perentice Hall, Brunswick, pp. 441


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Friday, October 11, 2019

Center stage

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Center Stage


Hello my name is Vanessa Phillips and I have had many embarrassing moments, such as the time at grad rehearsal when I forgot to shake the principals hand, now I know why we had a rehearsal! But one of my most embarrassing moments would have to be the year I was in choir.


I was an alto in the Annette choir, and this year we were doing really well. In fact we were doing so well that people from the Massy Hall spring concert came and auditioned us! Believe it or not we made it! I was so excited, because I would be performing downtown at Massy Hall.


Well the concert went exceptionally well, and we were so good that we were asked to do another concert at the North York Performing Arts Theatre. I couldn't believe it! The whole choir was really exited.


Well we got to the theatre and I was placed on the end of the first row for the standing setup. I thought that didn't really matter till the concert director came to me and told me that I had to walk across the stage and get the flowers for my conductor. Well when I looked to where I was supposed to get her flowers later on, there was no door! It was just a wall. Also we were the first choir to go, so I had to know how it was done. Well I was just about to ask how I was supposed to do this when the audience started filling in. I knew I was in trouble, but I thought I could do it without embarrassing myself incredibly (I was wrong). The announcer announced our choir, I was so nervous that I can only remember singing one of our three songs "This Little Light Of Mine". When we finished singing the two other choirs sang their songs. After they were done the announcer announced my conductors name and that was my cue! I walked as gracefully as I could towards a wall, but when the wall didn't magically open I turned back. But then someone shouted over here! I spun around and looked in amazement as my eyes saw that the wall was actually a very large door. At this point I could see that the audience was trying to suppress numerous giggles. I went and got the flowers and practically threw them at my conductor! But then just as I thought the ordeal was over, I turned around to sit down but tripped on my heels and did a face plant onto the floor. I can't really blame people for laughing out loud as I got up and hastily sat down, all I could do was grin like an idiot and wait for it to end. Luckily my family couldn't make it to that concert!


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