Fastrack Company Essay

Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent brand of watches targeting the urban youth in 2005. Since then, it has carved a niche for itself with designs that were refreshingly different and affordable. During that time, Fastrack also extended its footprint into eye gear and in the last 4 years has quickly notched up the title of being the largest sunglass brand in the country. Fastrack has now chartered into newer categories – bags, belts, wallets and wrist bands – as part of its vision to become a complete fashion brand for the youth. With enough categories to fill up one cool store, Fastrack has ‘moved on’ to open its own stores for its young consumers. The store is positioned as a complete accessories destination with all Fastrack gear under one roof. The first store was opened in Pune in 2009. With a smart combination of edgy design and value pricing Titan’s Fastrack has managed to keep a firm grasp on the capricious youth market. Not many brands live by what they preach. Taglines are often born out of a creative team’s clever phrasing or a strategy team’s eye on a certain positioning. For Titan Industries’ Fastrack ‘Move on’ is a way of life. From a sub-brand with a fuzzy identity to a bonafide youth brand, Fastrack sure has moved on. The brand, which was conceived in 1998 as a flanker to fend off a competitor and insulate Titan from the fray, now contributes about 25 per cent to Titan Industries watch division’s profits, raking in close to Rs 500 crore. Initially called Titan Fastrack, it was meant to be a brand of cool watches; but it soon became clear that defining cool was far from easy. It started with funky packaging and then with steel bands to make the range look sharp. People into their first jobs were its targets. However, around the same time, Titan Industries was also contemporising the Titan range, with similar metals and communication. â€Å"Fastrack was then just a sub-brand of Titan. It was only in 2005-06 that the brand came into its own,† says Bijou Kurien, who left the company as chief operating officer in 2006, after 19 years with Titan Industries. He is now president (lifestyle) at Reliance Retail. Titan Industries had entered a joint venture with Timex Corporation, leading US fashion watch manufacturer, in 1992, which broke off in 1998. â€Å"Timex had been conceived as a young brand while Titan would focus on premium watch buyers. After the JV ended, there was an opportunity for Fastrack to be launched as the youth brand from Titan,† says Kurien. In 2004, another division called the Accessories and Licensing Business launched sunglasses under the brand name Fastrack. It had already been selling licensed eyewear by FCUK andTommy Hilfiger. But it was only in 2005 that Titan Industries took the decisive call to hive off Fastrack as a separate business unit. â€Å"In 2005, we saw the opportunity of bringing all the divisions under one umbrella,† says Ronnie Talati, vice-president and business head, Fastrack & New Brands. By then, there were all of 1,500 products carrying the Fastrack tag. The total turnover then was Rs 30 crore, from 1.5 lakh watches and 30,000-40,000 sunglasses being sold that year. Sunglasses accounted for about 25 per cent of the sales at that time. Making it happen Kurien recalls, â€Å"We started investing a lot more in the brand, we signed up John Abraham as the celebrity ambassador.† It started with defining the look (stress on design) and the price (introduced lower priced watches) of the products. The company put in place a separate distribution network for Fastrack rather than let the brand piggy ride on Titan’s network of stores and increased counter displays at all Titan showrooms. Then of course, there was the decision to enter other categories, inspired by its successful foray into sunglasses. â€Å"We weren’t willing to run out of options for the youth and wanted to move beyond being a watch brand,† says Kurien of Fastrack’s transition to a full-fledged youth brand. Titan put together dedicated teams for sourcing, marketing and sales for the products sold under the Fastrack umbrella. Talati says, â€Å"We even moved to a new office.† The first year of hiving off Fastrack as a separate busines s unit resulted in a 130 per cent increase in revenues, according to Talati. The brand now sells 3 million watches and 1 million sunglasses a year. Bags, belts and wallets are the latest in the range of accessories launched in 2010. These accessories together account for 40 per cent of Fastrack’s revenues on an average. The year 2005 also saw the brand beefing up its retail muscle. Stores with around 500 square feet of retail space each were added. These stores get half their revenues from accessories. Even though the bulk of Fastrack’s sales (60-70 per cent) still come from multi-brand outlets, the like for like growth in sales at the exclusive stores has been 100 per cent over the last year with a conversion rate of 75 per cent (the total walk-ins at the 63 stores stand at 3,000 per month). Streets near colleges and college towns such as Manipal have appeared on its store map along with high streets in metros and small cities such as Vizag and Kolhapur. Apart from Fastrack stores, each category is available in 1,000 to 3,000 multi-brand outlets. Marketing to the youth is no child’s play. Fastrack realised that when launching itself as an SBU (strategic business unit). It made the logo more energetic, removed the upfront mention of Titan (seen by youngsters as a serious brand) and stopped using the Mozart tune. Dheeraj Sinha, chief strategy officer at Bates 141, says youth brands need a single-minded effort rather than sit on the fence. â€Å"The biggest challenge to build a youth brand is to avoid the trap of defining the audience as between 25-35 years old,† says Sinha. â€Å"There are just too many young-looking brands that talk to them. A youth brand should bite the bullet and let go of such a wide definition. It should be able to exclude all other age groups and look at only young people, talk to them like a 20 year old and not a 35 year old. As a result, the brand might have to say and do things which might shock older generations,† he adds. According to Sinha, brands such as Fastrack, Virgin Mobile and Indian Killer Jeans have managed to stay rele vant to its target audience with edgy imagery. Having said that, Fastrack is now targeting a lower age group than when it started. Earlier the target audience was 25-35 year-olds while now the core group is 18-20 year old. â€Å"We are clear about our core target group. Our sense is that older people want to feel younger and the young want to feel older. We talk to people in their language,† says Ronnie Talati. The communication that followed in the wake of the rebranding in 2005 asked â€Å"How many you have?†. It referred to the urge for variety and constant change in accessories, including watches, among college students. It made way for the next campaign ‘Move On’ (to newer range of accessories) with couples swapping the watches and sunglasses they had gifted each other before breaking up. Next came the series featuring young icons, cricketer Virat Kohli and actor Genelia D’Souza. The campaign highlighted the range of bags Fastrack launched last year, taking a cheeky look at how young people flirted with the opposite gender. The current campaign, which features the same duo in racy ads in the next edition, gives us a take on why the world moved on to automatic contraptions such as auto-pilot, answering machines etc. Of the total ad budget of Rs 40 crore, Fastrack spends half on watches and the rest goes into sunglasses and the new accessories range. Rajiv Chatterjee, vice-president, Lowe Lintas, the agency handling the Fastrack account, says, â€Å"We were clear that we had to attract the young college-goers, and we knew that if we chased this objective, it could possibly get a few raised eyebrows from their parents. Both ‘How many†¦Ã¢â‚¬â„¢ and ‘Move on’ refer to their habits in accessories and also their outlook towards attraction and desirability. We did not want to sound judgmental or tell them what to do. We have said, ‘It is ok’ in a conversational tone that has got the youth to relate to Fastrack.† Staying on top Fastrack has stuck to its pegs of design and variety. Design boundaries have been pushed with different straps (made of denim, metal and synthetic materials), hands of the watches and cases. Themes have spanned bikes, army, beaches, outdoor sports and hip-hop music. â€Å"We need to keep reinventing for the youth. Over the last five years, we have changed our brand ambassadors to keep it fresh. The audience’s attention span is less and hence, we refresh our collections as well,† points out Talati. Sinha adds, â€Å"Fastrack has consistently leveraged the potent insight of young people’s aversion to commitment, be it relationships, jobs or the accessories they flaunt. What has also helped them is the fact that a majority of the Indian youth does not have a penchant for international brands like they do in other countries. They would relate to an interesting brand that is real rather than hanker after a knockoff of an international brand.† While Fastrack has successfully walked the marketing tightrope of speaking exclusively to teenagers, it has also walked the talk of a teen brand by keeping prices firmly in check. Its watches range between Rs 695 and Rs 3,500, sunglasses Rs 695-2,500, bags Rs 595-2,500 and belts Rs 195-1,095. Sinha says, â€Å"There has to be a sweet-spot of aspiration and affordability for the youth.† In effect, Fastrack has come to occupy the sub-Rs 1,500 slot in watches, with just 15-20 per cent of its range priced above it. By virtue of being a stylish but affordable brand in sunglasses, it has filled a gap between the RayBans of the world at the upper end and the unbranded flea-market bargains at the lower end. With bags, belts and wallets, it has eschewed leather goods for materials that help keep the costs low, weather rough use and also look good. Talati says, â€Å"We have kept a check on our costs by ensuring a lean team but one that means business. The average age in our office is 25-26 years. Having a young team helps us feel the youth’s pulse.† While Titan watches would have a strength of over 150 people, Fastrack has 60 people manning the var ious functions, with a brand manager for each category. At the retail front, only 10 stores are company-owned, the rest managed by franchisees. The production of the accessories is outsourced while watches are a mix of in-house and third-party manufacturing. Fastrack also ensures the materials used don’t add to the price of the products but lend themselves to innovative designs. Talati says the brand is the entry barrier for competition. â€Å"It will be difficult to beat the way youngsters relate to our brand,† he points out. â€Å"None of the other brands that operate in the accessories’ space are solely focused on accessories; accessories are just one part of a larger portfolio. So they end up concentrating more on their flagship products such as sports shoes, luggage etc. In contrast, we have separate ad budgets and teams to service these product categories.† Sinha points out a challenge for Fastrack: â€Å"The challenge for Fastrack is to sustain its message of Move On. It has taken one aspect and stuck to it for so long. But how long before its target audience finds it repetitive?† For its part, Fastrack is working on a new line of attack. Next up are helmets and fashion footwear. These could prove to be much more difficult to crack — with helmets offering little in terms of precedents and fashion footwear a problem of plenty. But then who said Fastrack was afraid of changing the rules of the game? Fastrack is a brand of watches from the house of Titan Industries Ltd which is the market leader in the watches category in India. Fastrack was launched in 1998 as a sub-brand of Titan. It was spun off as an independent brand of watches targeting the urban youth in 2005. Since then, it has infiltrated the lives of India’s youth with designs that were refreshingly different and affordable. During that time, Fastrack also jumped headlong into the sunglasses business and in the last 4 years has quickly notched up the title of being the largest sunglasses brand in the country. Fastrack has now pushed past the horizons into newer areas – bags, belts, wallets and wrist bands – as part of its mission to offer the youth everything they need to be cool! Executive Summary Moving over from outsourcing our social media initiative to an in-house program has allowed us to engage and really connect with our audience in typical Fastrack fashion and style. Having college-interns run this Fastrack initiative has been a great step in being able to speak the language of our customers/fans. The essence of the brand being communicated in real-time and in a manner that is acceptable and easily understood by our customers is our constant thought as we go through daily customer queries, feedback, comments, suggestions & brand announcements. Our initiative is focused around the experience we deliver to the fans and both current and potential, driving them toward a better, and more personalized connection with the brand. Background Fastrack is essentially a youth brand, and what better way to get in touch with our target audience of 15-25 year-olds (SEC A,B) than having a presence on the very platforms that they use daily? Social networking is a big part of today’s youth and we have made it a big part of us, extending all our online initiatives to incorporate our social networks and communities. With this step forward we worked on tapping the pulse of the youth by answering queries, getting feedback about the brand and our collections and campaigns, engagement, resolving complaints & doubts and interacting with ‘Fastrack Fans’ daily, 24/7.

Muscle Disease

Amanda Fallon Professor Jed Wolfson Anatomy and Physiology 1 October 27, 2011 Rhabdomyolysis: Disease of Muscular Breakdown Rhabdomyolysis is the breakdown of damaged muscle tissues resulting in the release of muscle fiber contents into the bloodstream (Patel M. D. ). This disease occurs when there is damage to the skeletal muscle. The breakdown products of damaged muscle cells, such as myoglobin, are harmful to the kidneys and frequently result in kidney damage or even kidney failure. The severity of the symptoms depends on the degree of muscle damage and the degree of the kidney damage, if any. The primary muscle damage can be caused by physical damage, medications, drug abuse and some infections. Some patients may have a higher risk of rhabdomyolsis because of a hereditary muscle condition that is already present. There are many causes of rhabdomyolysis. One of the most common causes of this disease is a crush accident, such as an auto accident. Long lasting muscle compression is also another cause of rhabdomyolysis. Long lasting muscle compression derives from â€Å"lying unconscious on a hard surface during an illness or while under the influence of drugs or alcohol â€Å"(Chang M. D. ). An untrained athlete can also get this disease from severe muscle strain where the muscle becomes damaged. Significant muscle injury can cause fluid and electrolyte shifts from the bloodstream into the damaged muscle cells, and in the opposite direction (eMedicineHealth). Other causes of rhabdomyolysis are electrical shock, very high body temperature (hyperthermia) or heat stroke, diseases of the muscular system such as â€Å"congenital muscle enzyme deficiency or Duchenne's muscular dystrophy† (Chang M. D. ). Signs and symptoms of this disease may be hard to pinpoint because the course of the disease varies depending on the cause and each patient may experience different symptoms. Complications of this disease may also be present in the early stages as well as in the later stages. The symptoms of rhabdomyolysis come from the medical history of the patient. The patient may experience painful swollen bruised or tender areas of the body. Muscle weakness may also be experienced by the patient, such as difficulty moving the arms or the legs. Nausea, vomiting and a general sense of illness can be experienced by the patient. The rise in body temperature (hyperthermia) may cause confusion, dehydration, and even a lack of consciousness if not treated. The signs of rhabdomyolysis come from the physical findings of an examination done by a doctor or a healthcare provider. Less severe forms of rhabdomyolysis may not cause any symptoms or signs, and the diagnosis can only be found in abnormal blood tests. The urine, as seen in the photo to the right, may be dark, often described as â€Å"tea-colored†, due to the presence of myoglobin in the urine. Damage to the kidneys can occur due to decreased or absent urine production, usually 12 to 24 hours after the initial muscle damage (Patel M. D. ). A second recognized complication is disseminated intravascular coagulation (DIC), a severe disruption in blood clotting that may lead to uncontrollable bleeding (Warren M. D. ). Muscle biopsies can be useful if an episode of rhabdomyolysis is thought to be the result of an underlying muscle disorder. A biopsy sample taken during an episode is often uninformative, as it will show only evidence of cell death or may appear normal (eMedicineHealth). Taking the sample can be delayed for several weeks or even months. The histopathological appearance on the biopsy indicates the nature of the underlying disorder (eMedicineHealth). Biopsy sites may be identified by medical imaging, such as using magnetic resonance imaging (MRI), as the muscles may not be equally affected by this disease. Early laboratory findings include increased levels of myoglobin, potassium, urea, and phosphorus found in blood levels. An â€Å"anion gap metabolic acidosis† could progress because of release of acids from damaged muscle tissue (Patel M. D. ). Myoglobin testing would be the best indication and the diagnostic basis because an increase of myoglobin usually will not occur in the absence of rhabdomyolysis. Diagnostic tests for urine myoglobin are often not easily available, and it may take more than 24 hours for the physician to get the results of the test. However, a typical urine screening for rhabdomyolysis may be performed as long as the urine sediment is examined as well. Complications of rhabdomyolysis also include disseminated intravascular coagulation, a condition that occurs when small blood clots begin forming in the body's blood vessels (eMedicineHealth). These clots ingest all the clotting factors and platelets in the body, and bleeding begins suddenly. When muscles are damaged swelling within the muscle can occur, causing what is called compartment syndrome. If this occurs in an area where the muscle is bound by fascia, a tough fibrous tissue, the pressure inside the muscle compartment can increase to the point at which blood supply to the muscle is compromised and muscle cells begin to die. Rhabdomyolysis is treatable and patients may recover quickly if the disease is caught in the early stages. The main goal of treatment is to prevent kidney damage or to prevent any further kidney damage. However, if left untreated, acute kidney failure develops in 30-40% of patients (Ritz). Early and aggressive hydration may prevent difficulties from this disease by rapidly removing the myoglobin from the kidneys. Hydration of the body may include using several liters of intravenous fluids until the condition is stabilized. Diuretics can also help with removing the iron-containing pigment out of the kidneys. If the patient produces an acceptable amount of urine a doctor may administer bicarbonate, which can prevent the myoglobin from breaking down into toxic compounds within the kidney (Warren M. D. ). Kidney failure occurs when the kidneys are not able to filter and process waste from the body. If the disease progresses enough and kidney failure occurs then the patient may have to undergo dialysis. Dialysis is a procedure that takes the blood out of the body and sends it into a machine, as seen in the picture to the left. The machine filters the waste products from the blood. In severe cases of kidney or renal failure a kidney transplant may be required. If the case of rhabdomyolysis is mild it can be treated at home. The home treatment would include lots of rest and sufficient hydration by drinking plenty of fluids. The overall prognosis of rhabdomyolysis is pretty good as long as it is diagnosed and treated promptly. If the instance of this disease is not severe then the patient may only have to be in the hospital for a short time period for rehydration with IV fluids and lots of rest so the muscles can recover. Acute kidney failure occurs in many of the patients. Rhabdomyolysis is the cause for as many as 15% of patients with kidney failure (eMedicineHealth). While the mortality rate for this disease is approximately 5% (eMedicineHealth). The risk of death caused by this disease depends mainly on the primary health of the patient, the amount of muscle damage that has been caused and any other associated injuries. If kidney failure occurs, the mortality rate can increase to 20% (eMedicineHealth). Rhabdomyolysis can be prevented in almost all cases. Exercise programs and routines need to be thoughtfully planned to prevent any kind of injury and to lower the risk of getting rhabdomyolysis. This includes avoiding exercising in extreme heat conditions and drinking a sufficient amount of fluids. Both these situations can lead to dehydration, which increases the risk of muscle damage. Also, the risk of rhabdomyolysis exists highly for patients taking statin and fibrate medications for high cholesterol control. Information is often provided to these patients to be aware of the symptoms of this disease and the information should be read carefully and thoroughly. In conclusion, this is a disease of the muscular system that could affect anyone in their lifetime. This disease is more common than what I had originally thought. Although it is easily treatable, it can be a very dangerous and painful disease. I am glad that I researched rhabdomyolysis because I have learned what can happen and what to do if I ever experience any of the symptoms. I have also learned the consequences of not training properly for exercise. In doing this research paper I have learned about a disease that I may see affect people in my career as a physical therapist. Bibliography Chang M. D. , Louise. WebMD. 13 September 2010. 22 October 2011 . eMedicineHealth. Rhabdomyolysis (Cont. ). 2011. 30 October 2011 . Patel M. D. , Parul. U. S. National Library of Medicine. 13 August 2009. 21 October 2011 . Ritz, Eberhard. â€Å"Disease of the Month: Rhabdmyolysis. † Journal of the American Society of Nephrology (2000): 1553-1561. Warren M. D. , JD. â€Å"Rhabdomyolysis: a review. † Muscle and Nerve (2002): 32-47.

Labor Market Research: Calculating Nursing Wages

This paper will explore two of Mankiw’s (2001) â€Å"ten principles of economics† (p. 3) and how these apply to the labor market for nurses. The paper will briefly discuss the two principles: a) â€Å"No. 1 People Face Tradeoffs,† (p. 4-5) and b) â€Å"No. 7 Governments Can Sometimes Improve Market Outcomes† (p. 11). Afterwards, the paper will discuss how the State of New York calculates nursing wages considering the two principles. First, the said discussion will identify the factors that could influence the supply and demand for nurses. Second, it will discuss how a nurse’s pay is determined and how the salary is structured. Third, it will provide recommendations on how the State of New York can increase its supply of nurses. Finally fourth, it will summarize how Mankiw’s two principles basically apply to the labor market for nurses. The two economic principles this paper centers on belong to Nicholas Gregory Mankiw, chairman of President Bush’s Council of Economic Advisers from 2003 to 2005. Principle No. 1, People Face Tradeoffs, refers to the situation when people have to choose one activity or thing over another (p. 4-5). This principle states that people’s choices affect efficiency and equity (p. 5). Mankiw defines efficiency as: â€Å"how huge the pie people create† or essentially the wealth that a society produces while equity is â€Å"how the pie is divided† or the redistribution of the wealth that the society has created (p. 5). Meanwhile Principle No. 7, Governments Can Sometimes Improve Market Outcomes, refers to the imperfect actions of government to manage a society’s efficiency and equity (p. 11). Government actions can result to market failure due to externalities and market power (p. 11). On one hand, externalities can either be good or bad (p. 11). It refers to the unintended results of a particular action in pursuing a certain purpose (p. 11). On the other hand, market power refers to the influence of a person, sector, or society due to limited supply or great demand on a particular thing or service (p. 11). Speaking of service, this paper will next explore the nursing service in the state of New York, then in the entire U.S.A. Brewer and Kovner (2000) identified several factors that influence the supply for nurses in New York. According to the two authors, the factors that affect supply are: a) â€Å"negative real wage growth from 1989 to 1996†; b) decreasing â€Å"admissions and enrollments in nursing programs†; c) â€Å"decrease in licensed nurses†; and d) â€Å"aging and retirement of registered nurses or RNs.† Meanwhile, the U.S. Department of Health and Human Services (2003) identified the following factors that influence the â€Å"continuing decline of nursing graduates† nationwide: a) â€Å"increasing professional opportunities for women outside nursing†; b) â€Å"stagnant pay and more onerous working conditions for many in nursing†; and c) â€Å"a decline in pubic perception of the attractiveness of the nursing profession.† For the demand-side, the U.S. Department of Health and Human Services noted that: â€Å"The U.S. Census Bureau projects a rapid increase in the elderly population starting around 2010 when the leading edge of the baby boom generation approaches age 65.† Hence, the department concludes: â€Å"†¦the rapid growth in demand for nursing services is especially pronounced for long-term care settings that predominantly provide care to the elderly.† Next in the discussion are: a) how a nurse’s pay is determined, and b) how the salary is structured. Brewer and Kovner (2000) pointed out that: â€Å"Hospitals are having significant difficulty financially due to the Balanced Budget Act and state legislation.†Ã‚   The authors also concluded: â€Å"Funding changes that effect hospital financial viability will significantly influence the balance of supply and demand.† Moreover, Brewer and Kovner (2000) observed and opined: â€Å"Current shortages are relatively localized and moderate in severity, and if hospitals achieve sufficient financial relief politically they may abate.† With these evidences, government essentially determines a nurse’s pay. As for how RN salaries are structured, Brewer and Kovner (2000) suggested that: a) great demand versus limited supply; b) experience; c) specialized skills; and d) regional demand variations led to: â€Å"1) ease with which new graduates are finding employment; 2) organizations offering sign-on bonuses; 3) anecdotal and news reports; 4) focus group reports, and 5) surveys of employers which indicate difficulty hiring RNs.† The said factors essentially determine how RN salaries are structured. Thirdly, due to the factors previously identified and discussed, this paper recommends that the State of New York increase its supply of nurses thru: a) recruitment of RNs from abroad, and b) encouragement of retirement homes abroad in countries with sufficient supply of RNs that are acceptable to the U.S. or those that can comply with U.S. standards. Finally, this paper notes that Mankiw’s first and seventh principles have a profound effect on the supply and demand of nurses, RN pay, and RN salary structures. One, based on the data previously discussed, the U.S. shortage in RNs could be attributed to two major factors: a) State legislation and the Federal government’s Balanced Budget Act which essentially reduced the RN supply, and b) the retirement of baby boomers and their great demand for health care. Note that both factors relate to government policies or decisions. Specifically, Roosevelt’s New Deal triggered the baby boom generation while Reagan pushed for the Balanced Budget Act. Two, due to the said government policies which were intended to manage efficiency and equity, the U.S. DHHS observed that people made choices that affected the supply and demand for nurses. This trend shows how positive and negative externalities came into play and determined the current market power of RNs. References Brewer, C.S. & Kovner, C. (2000). â€Å"Abstract: An Evaluation of the Supply and Demand of Registered Nurses in New York State.† Gateway, National Library of Medicine. Retrieved July 14, 2007 Mankiw, G. (2001). â€Å"Ten Principles of Economics.† Principles of Microeconomics Second Edition. Fort Worth, TX: Harcourt College Publishers. pp. 3-15. U.S. Department of Health and Human Services. (2003). â€Å"What is Behind HRSA’s Projected Supply, Demand, and Shortage of Registered Nurses?† Health Resources and Services Administration. Retrieved July 14, 2007

Personal Retirement Assignment Example | Topics and Well Written Essays - 1250 words

Personal Retirement - Assignment Example The personal retirement planning is a disciplined and step-by step procedure that ensures a secured future retirement life. Problem Formulation and Determination of Objectives The first step in planning personal retirement is to determine the current and future objectives. For instance, among many options that are available, the most preferable option is the growth in income. On the contrary, others might consider the safety of principal investment and they prefer investment in less risky assets. Sometimes situations might require fixed periodical earnings. There is another option left for personal retirement and that is adapted by many smart individuals who prefer to invest in a basket of securities in order to diversify investment rather than concentrating the entire investable fund in single option (Goetzmann & Kumar, 2008, pp.1-10). Some individuals with higher risk appetite might also prefer investment in relatively risky securities in order to earn higher returns in future (Sta tman, 2004, pp.50-51). Hence, it is possible that the requirement on one individual will not be the same as other thus the requirement objectives are likely to vary from one individual to another (Grinold & Kahn, No Date, p.2). So, if I prefer higher current consumption assuming that the future is uncertain, others might like to create a safer future for their family and children (Montana State University, 2010) and the reverse scenario is also applicable. For my personal retirement problem I plan to efficiently balance and allocate current consumption and future consumption by vesting the available investible fund in various retirement options and thus bring certainty in future earnings. Determination of Investible Funds My post retirement income may come from sources such as pensions, social security, trusts, or annuities. The remaining required amount that I might fall short of (for purchasing assets or sudden contingent requirements etc.) may be covered by accumulated savings be fore retirement or through investment. In order to formulate my personal retirement plan I need to make two important assumptions as follows: Assuming that I have a fixed investible amount of $50,000 and my current earnings are $2000; Assuming that I would not require consuming any part of fixed investible fund unless there is an emergency requirement. Hence, according to this basic framework it can be said that I would like to carry out my daily activities financed by my current income and for any other purpose such as asset purchase, medical treatment, education fee payment, etc. will be funded through investment or owed funds. Determination of Retirement Age and Expected Future Earnings According to the RES (Retirement Eligibility and Services) and Federal Employee Retirement System that assesses the eligibility criteria for the annuity benefits for individual, the social security administration (SSA) benefits will be available to an individual as and on the day he or she retires . So, from the above discussion and eligibility criteria I would prefer my minimum age of retirement to be 60 years in the personal retireme

Corporate Social Responsibility for Profit Article

Corporate Social Responsibility for Profit - Article Example â€Å"The Havas Media Lab underscores this transformation with a list based on a survey of 50,000 consumers worldwide who identified the companies they feel have the most ‘meaningful’ CSR† (Levick, 2012). Corporate Social Responsibility is being used as a strategic approach by many Fortune 500 companies. Corporate social responsibility connects to the well being of the customers. Some companies such as Nike are taking a straight on approach to CRS. The firm instead of using celebrities to send a message about the quality of the shoe, they design the shoes in a manner that using their running shoes will actually improve the running experience for their customers. Integrating quality into the products is an effective way to satisfy the needs of the customers. In the past many companies thought the CRS was a program that should be considered an expense. This view has changed a lot in the 21st century as companies are realizing that there is a lot of value associated with the implementation of corporate social responsibility programs. There are companies that have adapted their philanthropic efforts to extend it beyond donating money and merchandise. Many companies today, including Leroy Merlin, are volunteering the time of their employees to help out in social causes. Protecting the environment is a way to show corporate social responsibility. The use of recycling programs and energy savings initiatives is a great way to show a company cares about the well-being of our planet. An industry that has is outperforming others in terms of corporate social responsibility is the electronics industry. Three companies that top the chart in terms of its corporate responsibility programs are IBM, Hewlett Packard, and Texas Instrument. â€Å"These sector-leading companies have pushed hard to highlight their greater focus on enhanced sustainable design, manufacturing, distribution, use, and end-of-use management† (Levick, 2012). The utilization of CRS programs can help improve different aspects of a firm’s operations. The use of CRS programs can also help enhance a company’s customer retention rate. Application of CRS topic for class Corporate social responsibility is a topic that is very important to learn about due to the fact that CRS can be used as a focus strategy for marketers of corporations. Customers worldwide have become more aware than ever about the actions of companies in regards to social and environmental issues. Back in the late 1990’s Nike showed a complete disregard for human suffering when they got involved in a sweetshop scandal. That scandal cost the company over half its sales in 1998. The reason that people pay close attention to the actions of corporations is because the corporate world holds more wealth than the combined wealth of all the world’s countries. Whenever a company is involved in a good deed associated with corporate social responsibility it is the duty of the marke ting department to create awareness in the media about the efforts of the company. Green initiatives are a great way to win the hearts and support of the customers. There are tax incentives that can be used to lower the tax burden of the company. These tax shelters are available to companies that donate money or resources to good causes. In the United States customer expectation is higher than in other emerging economies. U.S. customers are more wiling

Financial Management of eBay Company Assignment

Financial Management of eBay Company - Assignment Example One of the company's strategic business units is Ebay Marketplace-actually the core among its businesses. eBay aims to increase the volume of transactions that are conducted by users as part of its operational objective. By increasing the per-transaction value, as well as its volume, eBay aims to increase its overall objective of increasing operating profit margin. Ebay's human resource policy includes creating a good and friendly environment for its company, where employees will always have an environment which will be human at all times. This includes activities that aim to provide services for employees' convenience including a gym, restaurant, coffee shop and relaxation rooms, as well as family events for special holidays and occasions. Apart from ordinary employees, managers in Ebay are given bonuses and economic benefits as part of their remuneration, as regards the company's human resource policies. By including bonuses and other economic benefits to people who hold top positions in the company, the company aims to improve accountability and lessen the agency costs-with top managers as the agency to the shareholders. Consider the extent to which these objectives are in conflict with each other.On one hand, the company aims to improve its operating profit margin. On the other hand, costs that are related to increasing...eBay aims to increase the volume of transactions that are conducted by users as part of its operational objective. By increasing the per-transaction value, as well as its volume, eBay aims to increase its overall objective of increasing operating profit margin. Ebay's human resource policy includes creating a good and friendly environment for its company, where employees will always have an environment which will be human at all times. This includes activities that aim to provide services for employees' convenience including a gym, restaurant, coffee shop and relaxation rooms, as well as family events for special holidays and occasions.  

Powder Metallurgy Of Stainless Steel Dissertation

Powder Metallurgy Of Stainless Steel - Dissertation Example The use of Powder Metallurgy (commonly abbreviated as PM) technology in the manufacturing of various components has been growing in the recent times. In the early times traditionally, components produced by PM were pressed and then sintered in an atmosphere of dry hydrogen. Also, sintering temperatures were relatively high, and sintering times were extremely long and uneconomical. However, studies by North America laboratory between the 1930s and 1940s paved the path led to commercial for commercial production of PM stainless steel components by the end of 1940 [1-7]. Since then, the use and production of PM stainless steel components have been on the rise. Regardless of the fact that stainless steel components produced by PM are subjected to harsh conditions, the PM industries are working y is trying to optimize the process sintering conditions for better properties of the PM stainless steel components.so that the corrosion resistance and mechanical properties of PM stainless steel are optimized. The application of PM in the manufacture of stainless steel alloy components, for example, has been one of the factors driving this growth. This is due to the fact that stainless steel PM alloys components find applications in a number of industries such as recreational, automobile, aerospace, and chemical processing among others. The wide application of PM stainless steel alloys has led to the understanding of the importance of sintering and processing of PM stainless steel in the achievement of corrosion resistance of the alloy.  

Domestic and Foreign Policy Essay Example | Topics and Well Written Essays - 750 words

Domestic and Foreign Policy - Essay Example According to the paper after the Spanish American war, the Americans wanted peace and stability of mind. Undoubtedly, the US could remain as an isolationist as it continued to expand outward. Even looking back at history, the country’s attempt to remain an isolationist during both World War II was not susceptible. The US verily had to enter both World Wars since it became a leader in the Western frontier. The United States returned to isolationist foreign policy since domestic problems plagued the country. Furthermore, Europe was in chaos itself and the US could not afford to indulge itself in such petty issues. However, one can argue that the isolationist policy did have some ramifications towards American diplomacy. The United States embodied the foreign policy of isolationism into an international role because it wanted to strengthen its capitalistic economy, address reform, acknowledge immigration and continue to pursue its beautiful American dream even though it lost thre shold in foreign affairs. The roots of isolationism were well established years before independence. A brilliant testament towards this theory can be clearly seen through the decision of the Continental Congress to reject help from France during the War of 1812. The notion of America to remain independent was because of the exerted influence by the forefathers and Thomas Paine’s Common Sense. During the 1800s, the United States expanded its horizon in North America and commenced to build an empire in the Caribbean and the Pacific with its traditional isolationistic policy. It fought the  Mexican War and the  Spanish-American War  without assistance from any other nations. Thus, the isolationism theory that oozed out of American diplomacy can be traced as far as the colonial era. The Monroe doctrine was one of the most pivotal documents that embodied the non- interventionist policy that dominated American affairs.

Business to Business Marketing and Business-to-Consumer Business Research Paper - 2

Business to Business Marketing and Business-to-Consumer Business - Research Paper Example Many business organizations are now implementing social media to get connect with their business clients and consumers. However, business organizations are using very much similar tools within the business process (Brito and Lewis, 2011, p.177). Therefore, the employees of business firms can get connected with each other. When the communication process is taking place among the employees, it can be referred to as B2B communication. Saxon Plumbing Service London Ltd. (SPSL) is a small organization that used to provide plumbing services to the SMEs in south London. Now they are trying to expand their business in by setting up a new office in Manchester. Moreover, they are trying to implement B2C process in their business. The objective of the study is to find the advantages and disadvantages of the implementation of the B2C business process to both the customers and business. Sales Force Developing a new office is most certainly a right step towards the ambitious plan of expansion. The move made by the management to deploy is most certainly a right move made by the company to promote business and develop a customer base. However, in order to be successful, the management must organize the sales force properly to achieve the desired level of output. However, the sales force may not be the solution to all the questions. The company has to rely on some other promotional techniques/ mediums to increase brand awareness and customer base. This section of the study provides a critical analysis as to how the management should organize and manage the sales force, appropriateness of the move of the company to deploy sales force and also other probable ways to increase brand awareness. Sales Force Vs Other methods of promotion According to the 4 Ps of marketing and the marketing mix concept the 4th P of the marketing mix is the promotion or communication. The elements of the promotional mix are an advertisement, sales promotion, personal selling, and public relations. Among this advertisement is probably the most common and popular way to reach out to masses, generate demand and brand awareness. Sales promotion is a great technique to provide promotional offers to increase brand awareness. Public relations are all about developing the relationship between the public (client) and the company (Kitchen and Proctor, 2001, p.280). Personal selling, on the other hand, can be defined as the person to person interaction between the seller and the prospect (buyer). Keeping the on-current circumstances in mind it can be understood that advertisement, public relations seems the two best options. But there are certain constraints such as financial resources and budget. Also, the company uses word of mouth or viral marketing to generate awareness and increase customer base. Personal selling is one of the best ways to develop and manage personal relationships with the client that pays the rich dividend in case of generating positive word of mouth.

HRM Assignment this is a Business degree Report

HRM this is a Business degree Report - Assignment Example This is what had happened to Bolton Wonderers wherein one of their female nutritionist had claimed for an equal pay. The main thrust of this paper is to provide the management team with advices in relation to legal and procedural issues to the claim of their female employee that she is paid substantially less than her male counterparts. Legal and Procedural Issues There is discrimination in the workplace if there is hostility toward an individual based on sex, age, religion, race and even disability (Hoffman, 1999). Legal training program in every organization is mandated by the Federal and state law to avoid any sex biases. The group of women is heavily regulated with so many legislations for them to be protected from discrimination particularly in the workplace. The study of Lockwood (2006) cited that some organizations nowadays are considering woman as one of the talented pools of becoming future employees. In fact, it is suggested that women are capable even in high level special ty careers. Although it’s difficult for them to achieve an equal footing with men in the workplace, the total of women workers is increasing. They are now considered as one of the great contributors in this change in demographics and economic factors. In almost all countries, provisions and legislation with regard to the employment of women are significantly considered because these could only paved the way to equal opportunities in employment. The European Economic Community (EEC) had constructed principles that women are entitled to receive equal pay with his male counterparts, provided that they are doing equal work. â€Å"In 1975, the Council of the European Communities issued the Equal Pay Directive (75/117) which states that all discrimination on the ground of sex in respect of pay should be eliminated† (Littlejohn, 1994). The issuance of the directive obliged members to completely comply with the legislation. It is stated in the regulation that all establishment s should give a woman an equal pay with man if they are doing like work, work rated as equivalent, and work of equal value to that of the man. In addition, it has been specified in the legal procedure revised by the Equal Opportunities Commission (EOC) that an â€Å"employer can only pay a man more than a woman for doing equal work if there is a genuine and material reason for doing so which is not related to sex† (Equality and Human Rights Commission, 2003, p.2). A sex discrimination in pay would exist if the employer’s reason is based on higher market value wherein it would regard the job as for male only. In the case of the female nutritionist, she claimed that she has grounds for an equal pay claim over his male counterparts who are the physiotherapists and the coaches. The claim could be considered by the management team considering that it is stated in the law that work of equal value would entitle the women to claim for an equal pay. The Legal Procedure Filing a sex discrimination in pay is a complicated process, and so the law provides a legal procedure for individual who wants to file a suit against their employers for an equal pay claim. If the female nutritionist would take a claim for equal pay with his male counterparts, then the issue should be first introduced to the management team of Bolton Wanderers being her employer. The issue should be first settled between the employee and the employer by applying the company’

Frontier Airlines Portfolio Research Proposal Example | Topics and Well Written Essays - 3750 words

Frontier Airlines Portfolio - Research Proposal Example former Frontier Airlines, together with the founders put together a business plan to reformulate the company into a new incarnation and call it ‘Frontier’. With an investment of $516,000, the business could forge a new place for itself in the market. On February 9, 1994, this plan was put into action as the newly formed company became incorporated. The head office was opened on March 15, starting an airline that could serve both coasts and earn a position as a ‘national’ airline (Our History, 2009). In April of 1994, private stock placements net $1.3 million, and by May 20 public stock offerings earn $7.6 million which covers the startup financing as outlined in the business plan. By June 9, the first reservation is made by our first passenger and the company is ready to fly! By July 1, 1994, Continental Airlines has vacated 25 routes through Denver, which allows Frontier to launch its first flights on July 5th. In the first month of service, Frontier carries 5,922 passengers and in the next five months, the airline has added several new routes. Within the first six months that Frontier has been flying, the airline We are now flying to Las Vegas, Los Angeles, and other locations, and will be adding flights to Seatle/Tacoma, San Diego, and St Louis during the year. The airline ends flights to Fargo and Bismarck, N.D., which is an end to the original eight destinations flown by the airline. At the end of 1996, the airline has increased its size in eighteen months of operation to a fleet of 10 737’s, 725 employees, and 1,877,3372 passengers. (1993, 2009). In 1997, Frontier announces that it will merge with Western Pacific, but the merger is called off in September. However, Western Pacific is forced to shut down operations in February of 1998, allowing Frontier to become the principal carrier out of Denver International Airport, offering low-fare prices and quality service. By the end of 1998 we have grown to a fleet size of 17 Boeing 737

Anything Is Possible Essay Example for Free

Anything Is Possible Essay Elaine has sued Jerry because Jerry fired her. Elaine was on the job for two months. The job offer letter she had been given mentioned the great career opportunities at the company and stated that her annual salary would be $30,000. The employer is an employment at will employer. Elaine was given no reason for the termination. After the termination, Jerry hired a man named Kramer, who had less job experience and education than Elaine, for the position. Elaine has sued to get her job back. The result of this particular scenario has the opportunity to go either way. Jerry fired Elaine, a female, after just two months of working for him, and then Jerry hired a man. Elaine believes that Jerry fired her for discrimination against her gender. Since it is illegal to fire an individual due to their race, color, national origin, sex, or religion (Cheeseman, 2007, p. 428), Elaine sued Jerry. It is perfectly understandable to see why Elaine believes Jerry fired her discriminately. Elaine worked for Jerry for only two months before she was terminated for no given reason. This raises a red flag as two months is hardly enough time to effectively demonstrate how hard of a worker one is. I believe it takes around six to eight months for a person to become knowledgeable about their position and become completely comfortable in performing their essential job tasks. Elaine would still be in the learning phase of her new job at two months. Jerry immediately hired a male, Kramer, after he terminated Elaine. Kramer had less work experience and education than Elaine, but Jerry hired him anyway. It is very easy to see why Elaine feels the way she does in this situation, however, she cannot read Jerry’s mind. It is very possible that Jerry fired Elaine for a legitimate reason and chose not to share this with her. Elaine may have produced a rather large error in her part that she overlooked and either cost the company a lot of money or reputation. Perhaps Jerry realized this and fired Elaine for this reason and did not wish to tell her in order to prevent embarrassment from either party. Jerry may have a good friend who referred Kramer to him. This friend may have informed Jerry on what kind of employee Kramer is and how quickly and efficiently he can learn the job based on past work experience. Anything is possible and possibilities are everywhere. What is meant by this is that nothing is black and white. A situation may be presented one way, but may actually be the exact opposite. You must be open minded in situations. Understanding that discrimination in the workplace is unfortunately common, it does not mean that Elaine is a victim of it. My personal belief is that Elaine would have rightfully sued Jerry unless if he can produce strong evidence of some sort of wrong doing on Elaine’s part.

Case Study In Specialty Practice And Epilepsy

Case Study In Specialty Practice And Epilepsy Around fifty million people worldwide suffer from epilepsy, making seizures a common cause for patients to present to emergency departments for treatment (WHO, 2009). They pose for complicated management as the occurrence of further seizures in the ED can result in life threatening complications. A seizure can be defined as à ¢Ã¢â€š ¬Ã‚ ¦ a hyperexcitation of neurons in the brain leading to a sudden, violent involuntary series of contractions of a group of musclesà ¢Ã¢â€š ¬Ã‚ ¦A seizure may be clonic or tonic: focal, unilateral, or bilateral: generalised or partial (Anderson (Ed.), 2002, p. 1554). This case study aims to discuss a patient presenting post seizure activity outlining the presenting and foreseen patient problems including a dependant nursing intervention and its role in seizure management. This paper will discuss the presentation of a sixty-one year old Caucasian male, with a complex medical history. His presentation post a witnessed generalised tonic clonic seizure wi ll be explored including the interventions performed by nursing staff. In this case the prescription of Phenytoin was explored as a dependent nursing intervention that aims to provide symptom relief and cessation of seizure activity by binding to inactive sodium channels to prevent neurons firing and therefore prevent muscle contraction (Aschenbrenner Venable, 2009). Thereafter the paper aims to critically appraise the evidence based literature surrounding its use, discussing its effectiveness in the management of the patient discussed and the evaluation of its use. Any gaps in literature will then be identified outlining suggestions for recommendations to improve current practice. On arrival to the Emergency Department (ED) via ambulance the patient was triaged as a category one and transferred to the resuscitation cubicle for immediate assessment and intervention. He was witnessed by a friend to have full body shaking with eyes closed and was unresponsive for approximately two minutes. The patients history includes alcohol abuse, asthma, epilepsy, heavy smoker and chronic back pain. The patient is generally non-compliant with medications and usually drinks a four litre cask of wine per day of which he has not had for the past three days. The patient was found to be post-ictal following the seizure and remained agitated for some hours after. The patient had multiple problems which include a Glasgow Coma Scale (GCS) of 8-9, agitation, hypertension, and a threatened airway and therefore required a Nasopharygeal airway. He was noted to continue to desaturate on room air. It can be seen that ensuring the patency of the patients airway is essential in first line management to decrease complications such as tissue hypoxia, hypertension and decreased cerebral blood flow. Thereafter an A,B,C,D assessment approach should be undertaken with interventions aiming to cease seizure activity being a priority (Tesoro Brophy, 2010). A seizure that lasts longer than thirty minutes can have devastating effects on the patient; initially causing an increase in autonomic activity which can lead to hypertension, tachycardia, hyperglycemia, and sweating. However if the seizure continues on greater than thirty minutes, then further deterioration can occur. As metabolic demand during a seizure is high, the body is no longer able to compensate for this. As a result cerebral autoregulation is lost, cerebral blood flow decreases, intracranial pressure rises and hypotension occurs (Tesoro Brophy, 2010). Furthermore if the seizure continues on past this time, death and perman ent brain damage can transpire (Rabinstein, 2010). While the management of a patient having a seizure involves multiple interventions, this case study will discuss one dependant intervention being the administration of IV Phenytoin 1gram in 100mls Normal Saline given over thirty minutes. This decision was made by the treating medical officer as the patient was already taking oral Phenytoin, however was likely that a therapeutic dose range was not achieved due to patient non-compliance. The IV route was chosen as the patient could not swallow tablets and therapeutic levels were required immediately for the safety of the patient (Gallop, 2010). While the patient is already on Phenytoin he is therefore assumed not to be allergic to it, however there can be other side effects to this drug when it is given via the IV route. These include local reactions to the IV site, arrhythmias, dizziness and hyponatremia (Gilad, Izkovitz, Dabby, Rapport, Sadeh, Weller Lampl, 2008). While another study also reports adverse effects of hypotension (Aaro nson, Belgado, Spillane Kunisaki, 2010). For the patient involved these side effects were considered minimal compared to the benefit of stopping the seizure. The nursing implications for this medication include regular cardiac and blood pressure monitoring, both during and after the infusion is completed (Gallop, 2010). Numerous studies have been conducted on the use of Phenytoin considering adverse effects, efficacy and in comparison to other antiepileptic drugs. While Phenytoin was used in this case study as the patient was already taking it orally, it was shown to work as the seizure activity ceased. However the study by Zeng, Wang, Xi Yan (2010), illustrate that 39% of patients in their study pulled out due to poor control of seizures. Similar findings were also discovered by Hiba et. al., (2010), who reported less than 40% of patients were seizure free over a twelve month period. Misra, Kalita Patel (2006) also report findings of reduced efficacy of Phenytoin when compared to Sodium Valporate. Ramsay et al., (2010), further substantiates this with more patients leaving the study due to various reasons when compared to that of Topiramate. However, this study then reports that superiority of Topiramate could not be established, with a p value of 0.366. In comparison Gallop (2010), conducted a r eview and found it to be moderately effective for Status Epilepticus (SE) patients and could also be used to prevent early post-traumatic seizures. Turnbull, Howel, Rawlins Chadwick (1985), also report similar findings with efficacy and determined that no statistical difference was found between Phenytoin and Valporate for seizure control, with a p=0.4, both showing similarly good control of seizure activity over a two year period. Several studies have shown a number of adverse effects post the IV administration of Phenytoin in the patient having a seizure. Gallop (2010) and Earnest, Marx Drury (1983), report studies showing burning and pain to the IV site during administration. Tesoro Brophy (2010) also report an adverse effect of pain and oedema to the IV site, however all studies reported pain ceased when the infusion was slowed or diluted further. Other adverse effects were noted by Gilad, et. al., (2008), reporting 12% of patients in the study showed cardiac arrhythmia, vertigo and hyponatremia, however noting a p value 0.035. Further studies show similar findings; Gallop (2010) reports hypotension, bradyarrhythmias and arrest; Aaronson et. al., (2010) shows only hypotension with no statistical difference noted between Phenytoin and Fosphenytoin in terms of adverse reactions. Turnbull et.al., (1985), report on the oral form of Phenytoin and note reactions of rashes, nystagmus, tremor and ataxia. Zeng et. al., (2010), report similar findings with most common reactions being loss of appetite, nystagmus, nausea, fatigue and tremor. Phenytoin was used for the patient to control his seizures as he was already taking its oral form and it was assumed that Phenytoin provided him with good efficacy. However based on the research conducted for this case study, there is no definitive antiepileptic drug that provides excellent efficacy for every patient. A number of studies show several adverse effects relating to Phenytoin and some studies suggest Sodium Valporate as a substitute, which has a limited number of documented adverse reactions. Gilad et. al., (2008) make this suggestion, with 87.8% of patients receiving good seizure control with Sodium Valporate with no recorded side effects, however 88% of patients on Phenytoin also report good efficacy. However other studies, for example Gallop (2010), show good seizure control when administered to patients suffering SE and in post-traumatic seizures. While another study suggests that no superiority was found between Phenytoin and Topiramate in terms of efficacy, however would recommend Topiramate for its reduced number of adverse effects (Ramsay et. al., 2010). While no medication is ever risk free, all adverse effects should be considered and consultation made of whether the risks outweigh the benefits. In this case study the intervention of Phenytoin was decided to be of benefit to the patient, to stop him from having life threatening seizures. While the evidence shows Phenytoin to be of risk to the patient in terms of adverse effects it did stop this patient from seizing while recording no adverse reactions, which suggests good efficacy. The use of Phenytoin, as previously stated, does have its risks, however these can be minimised with recommendations for best practice. Gallop (2010), and Tesoro Brophy (2010), suggest an infusion rate for IV Phenytoin no greater than 50mg/min and monitoring of blood pressure and ECG during and post infusion. Earnest et. al., (1983), make similar recommendations with suggestions of a dilution down to 6.7mg/mL with an infusion rate 40mg/min, with a total dose of 10-15mg/kg, also suggesting regular observations both during and after the infusion is completed. Other studies then suggest a combination of medications. Rabinstein (2010), suggests administration of an antiepileptic drug and also the use of Benzodiazepine. Tesoro Brophy make this same suggestion; stating that Benzodiazepines should be first line and then treat with anticonvulsants. While most studies are able to provide evidence from research carried out, all make the suggestion for further, larger studies, to provide furt her substantiation prior to change of clinical practice. The patient was loaded with IV Phenytoin 1 gram, diluted in 100mls Normal Saline and given over thirty minutes, giving a dilution of 10mg/mL; a slightly higher rate than that suggested by Earnest et. al., (1983), however a slower infusion of 33mg/min, than the suggested 50mg/mL by Gallop (2010), and Tesoro Brophy (2010). The patient was also given Midazolam 3mg in increments for agitation post the seizure, with good effect. The patient at no time became hypotensive or bradycardiac with nil rash, nausea or nystagmus. The patient eventually returned to a GCS 15 and was admitted to the ward for observation. In summary this case study discusses the dependant intervention of Phenytoin administration to a patient that presents to the ED while having a seizure. Various studies report hypotension and bradycardia as life threatening adverse reactions to Phenytoin, however these can be minimised with slow IV infusion. Best practice suggests an infusion rate of 50mg/min with a dilution of 6.7mg/ml. While Phenytoin had good efficacy for this patient, some studies report Sodium Valporate as most efficient, however no antiepileptic drug is found to be superior over all. More research and larger scale studies are recommended prior to application of intervention to clinical practice from the research discussed.

Swot And Pest Analysis Of Easyjet Tourism Essay

Swot And Pest Analysis Of Easyjet Tourism Essay In this chapter, I will present position and analysis the current position using both of used SWOT and PEST model. EasyJet seems like very good situation and more expertise will predict have great opportunities for the low cost strategy. Resultingly the saturated market and lack of other choice in the British, competition is likely aggravated ineluctability followed by acquisition and coalition, an early sign of which is EasyJets purchase of British Airline subsidiary GO. In UK airline market, gave very less growth opportunities, therefore focus will be on the other continental market. Next step forward in this direction is a new base going Dutch, Berlin, with flights from 11 European cities, and as well on Eastern Europe. Price strategy was also the focus point, its expansion their route network. At last, promotion also needs to convince people that it is safe to fly and constitute EasyJet as Euro largest low fare airline. 3.1 SWOT analysis 3.1.1 Strengths: EasyJet was used the bright orange as Pantone 021C, used by no other airline at the time or since. It have a successful financially which they cut out all meals and snacks on travel tour, can reduced the cost of operation. Have more flexible organisation and being seen as an innovative. The airline opened a telephone reservation centre is a strong e-business on 1995. EasyJet is also was a part of the consortium and have awarded by UK air traffic control system National Air Traffic Services (NATS). The brand name EasyJet has all the qualities required for long term memory storage and will not be easy to forget. The airline flies to main destination airports throughout Europe making it very attractive to business travellers. It gains efficiencies compared to traditional carries with rapid turnaround times, and progressive landing charge agreements with airports, maximizing asset utilization. Single model of aircraft reduced training, maintenance and supervisory costs. At last, EasyJet has been wisely investing in strong brand build measured like advertising and television shows ensured high brand recall. 3.1.2 Weaknesses Below have some weaknesses for EasyJet organisation. It continued sustenance of cost leadership can be difficult in a dynamic market. The two drivers of growth, the focus on price and the focus on convenience seem to be reached their natural limits and differentiation from there could become difficult. The airline does not own the EasyJet brand, its owned by Sir Stelios and as a result, does not have control on its performance of other products and services used the same name. It also loss of usage in future could adversely affect its own market performance. On the other hand, the business model can over time become blurred under competitive pressure and consolidation of the Low Cost Carries (LCC) industry. The airline must be continuously innovative to maintain its current advantage in e-tailing. Increased fleet capacity could be difficult to fill during lean periods and in the face of growing competition in a matured market. 3.1.3 Opportunities Recent expansion of the EU has resulted in open of new markets for the LCCs. Their low fares will increase movement of job seekers across boarders and also promote the tourism industry, lead to economic growth. Consolidation could help EasyJet to a certain degree offset the pressure on its costs and fares. Otherwise, vertical and horizontal expansion could be an important option for EasyJet for growth in mature markets and offset any future threat of increased in service provider costs. Withdrawal of traditional airlines from less traffic-intense routes could be an opportunity for expanded. EasyJet does not seem to have any flights to Scandinavian capitals like Stockholm and Helsiki where immigrant flow was on the rise. 3.1.4 Threats The threats of EasyJet had some factors. Terrorism and catastrophic loss can result in lesser air travel and loss of infrastructural support, war threats and outbreak of epidemics or pandemics could increase apprehensions about air travel. Technology advancement in the conduct of business meetings like video conferencing can be detrimental to short distance flights and impending increased in environmental taxes could increase costs. In addition, limited or no slot availability could be hurdle in future expansion plans and due to its limited fuel hedging policy, EasyJet is more vulnerable to fuel price fluctuations increased by variability in its costs. Currency fluctuations is also the factor of threats, it will affect especially the US dollar denominated costs like aircraft purchase, aircraft financing costs, maintenance reserve payments, fuel purchase etc.. Excess capacity and cost cutting tactics by competitors can affect passenger traffic on popular routes. Imitation of some main no-frills features by traditional airlines on same routes can confuse and blur the distinctive image of any LCC. Additional, traditional players can partly switch over or start their own baby low cost airline. Last, dependence on third party service providers could cause problems when any of these contracts are not renewed or negotiation of suitable replacement does not take place or if higher rates are charged. 3.2 PEST analysis The following factors are likely to have an influence on the EasyJet. 3.2.1 Political Factors In 1990 the European deregulation of commercial aviation coincided with the expansion of the low cost airline industry. The LCC in the industry were able to take advantage of the relaxed laws and expand their operations. On the other hand, threat of war in the East Euro and EU east enlargement may provide access to viable the new markets were also the political factors of EasyJet. 3.2.2 Economical Factors Mercer Management Consulting (2002) reported that the low cost airline market conforms to the criteria of three components. Firstly, it provides a simple product consisting of no seat reservation, free seating, and adequate in flight service. They are a genuine no frills airline with a simple product offered to the market. Webster (2004) noted EasyJets ability to maintain a high degree of customer focus through a new, user friendly website with an improved booking process. Figure : Source Impact of Low Cost Airline Mercer Management Consultancy 2002 Secondly, it is apparent that the low cost airline market is characterised by: mergers and acquisitions; the expansion of existing low cost airlines and finally, market exits as a result of bankruptcy e.g. Debonair. Furthermore, the low cost carriers operate short haul, point to point traffic with short frequencies, pursue aggressive marketing campaigns and deal with secondary airports. EasyJet, however, has differentiated in this respect by dealing with major hub airports e.g. Gatwick. Finally, the industry operates a low cost ethos, which is maintained by lean sales, high productivity of resources, low maintenance costs and low wages. 3.3.3 Social Factors The low cost carriers position their product to leisure travellers and non business travellers, however EasyJet has differentiated by targeting the business and leisure segments. This behavioural segmentation creates a more dynamic edge in comparison to their competitors who solely focus on leisure travel. Thus, EasyJet must ensure that its strategy is tailored to a wider market. Walton (2005) confirmed that EasyJet was presented as a European low cost airline with a current reading of 26 million passengers in 14 key countries. It has 190 routes to 58 airports and 163 million people live within one hour of EasyJets airports. Figure Low Cost Airlines Gaining Momentum in Europe Schneiderbauer, D. Fainsilber, O. (2000) 3.2.4 Technological Factors Low cost carriers have the ability to maintain a high degree of customer focus through user-friendly websites with improved booking processes. These websites have the capability of charging bookings with greater ease and utilising an easy to use fare finder to obtain the cheapest fares. Selling tickets via the technological medium of websites and hence by having no travel agents, they avoid paying agency commissions.

Graduation Speech: We Are Giants :: Graduation Speech, Commencement Address

Sept. 8, 2008: Colossal corridors and mammoth Seniors greeted our frightened Freshmen. Though we clung desperately to our remaining drops of confidence from the pinnacle of eighth grade, they evaporated under the sheer intensity of high school. We dared not poke our unprotected heads out to view this new realm, too terrified of who or what we might find. Some of us, it seemed, feared our strange surroundings would swallow us whole. Fortunately, curiosity overpowered even the most paralyzing insecurity, and slowly we prodded our boundaries, cautiously testing our skills and talents. We joined clubs and teams that matched our abilities, carving a circle of compassionate friends from the once-distant swarm. And backed by the support of these caring allies, we settled into the routine of adolescence. Until someone uttered those eight terrifying words: "What will you be when you grow up?" Of course, we had first been introduced to this ambiguous question while still in diapers, but always had brushed it aside with the thought, "I'll decide later." High school, we discovered, was later. So we embarked on the tedious process of inventing our dreams. We scoured the career center, hounded our counselors, pestered our parents and teachers. We pleaded with friends to answer in our stead. Certainly, we knew it was our decision, but we had to try to get out of it, right? Make someone else decide. But there is one instant in everyone's life when they explode from beneath that Xeroxed shroud of "General Public" and slip into the shimmering gown of "Individualism." Soon we understood that to find our passions we must step beyond the tight, comfortable confines or our abilities. We were forced to expose ourselves once more to the vulnerability of trial and error. But this time, as we delved into unfamiliar activities, we had the self-assurance to attempt the experiment. And so, amid the swirling waters of high school, backed by constant guidance from faculty, parents, and peers, we gradually formulated a future.

History and Politics :: Essays on Politics

History and Politics Dominica’s History and Politics are two subjects that become intertwined with each other as the politics have controlled the history of the island since before Columbus discovered it in 1493. From the indigenous tribes fighting each other for control to the Europeans racing to colonize Dominica the island has changed hands many times, which can be seen through the unique culture that exists there today. During these changes the politics of Dominica were altered as different tribes had different ways of ruling just like Spain, France, and Britain did too. Millions of years ago fierce volcanic activity began deep below the sea, in the region known now as the Caribbean. Some of these volcanoes managed to push their way up from the ocean floor to become islands; the tallest of these islands is Dominica. Since then Dominica has seen many different inhabitants, some stayed for thousands of years while others abandoned the island as soon as they arrived. From the ancient Ortoroid, Igneri (Arawak), and Kalinago (Carib), to the Spanish, French and English, every group left their mark and thus Dominica has a very rich and diverse history. The first inhabitants of Dominica were the Ortoroid who left the South American mainland around 3100 BC. They traveled in canoe type boats and used sails and paddles to navigate from island to island. One of the islands they settled on was Dominica, where they lived for over 2500 years. Evidence suggests that the Ortoroid where extinct by 400 BC. (www.Skyviews.com) The Igneri or â€Å"Arawak speakers,† were the next group to live on Dominica arrived around 400 AD. They were a peaceful tribe that had also traveled by boat from South America, and dispersing to settle on a number of different neighboring islands. During the 1,000 years that the Igneri occupied the island, a well – defined culture was developed that thrived as a result of the plentiful supply of fish and warm climate that is found on Dominica. (www.Skyviews.com) Sometime around the end of the 12th century AD, things took a bad turn for the Igneri. At this time the violent warlike people known as Kalinago, began to make their way up the Caribbean chain of islands, invading and conquering the islands they stopped at. By the early 1400’s they had reached Dominica, they named the island, ‘Wai’tukubuli’, which translates to, ‘Tall is Her Body’.

Abusiveessaycompleted

Child abuse is a topic that causes rage in many discussions throughout he county because it is outrageous actions against innocent children. Many parents question whether discipline can become child abuse. In the essay â€Å"Justice: Childhood Love Lessons† the author, Bell Hooks, shows how love should occur all around one's household and claims that, â€Å"No one can rightfully claim to be loving when behaving abusively† (Hooks, 1 1). To an extent, that is true. However, in my opinion, maintain that this assertion can be right or wrong, depends on how people perceive about love and punishment.Bell Hooks is an educated woman, feminist, and writer who has dedicated her life to teaching people about civil rights that every human being deserves. She wrote an essay in which she addresses her personal view on the way children should not be hit under any circumstances, because it neglects love; according to her, love and abuse cannot coexist. However, it is unfair to claim th at a slap on the hand is considered abuse, and that if parents commit this type of action, they do not love their child.There is a huge difference between physical punishment and child abuse. A child needs to learn right from wrong, and when the child's actions turn out of control, it s acceptable to spank or hit them in the hand. As long as the hitting stays to a minimum degree, physical punishment is not child abuse. Sometimes, the parents may unintentionally abuse their child because of teaching their parents taught them. They claim to be â€Å"loving' while carrying out punishment, and that would absolutely confuse a child on what love and abuse is.To educate a child, sometimes the punishment is necessary, but the extent of violence carried out to supply the discipline can be considered as abusive. Those physical acts are carried out, such as hitting, slapping, or pinching, cannot be called a â€Å"loving action. When kids were whipped and told that these punishments were â₠¬Ëœfor their own good,† or â€Å"parents are doing this because they love their children,† would definitely be misunderstood when they are told they are being whipped because they are being loved.It is manipulative and sends the wrong message to the children. According to Hooks, â€Å"There is nothing that creates more confusions about love in the minds and hearts of children that unkind and/or cruel punishment meted out by the adults they have been taught they should love and respect. † (Hooks, 1) The mindsets for the kids are overlooked in a caddish way. Their approach would be like, â€Å"Oh, I can hit everyone whenever want†, which this shows the child growing up to be an overall abusive kid living over her or his childhood actions.Overall, there kids perceptions would be the same and think it is alright to do the something and hit anyone at anytime they want. The parents are messing up their child's childhood of learning from right to wrong. In fact, spanking a child the first time shows an overall lesson so that the next time they will think about actions before they act. In some way, kids are still kids, they make mistakes and learn from it which shows them not to CT it up again. Continue on spanking them anytime whenever they do something wrong would leave wounded not only on their bodies but also in their hearts and minds.As young children to becoming young adults, Thai concept would stick with them forever and travel with them when they become older and have kids of their own, and this is not a good example to leave on their kids. Loving is supposed to be a good feeling that brings warmth and security to the heart and reminds of wonderful things. If a boy hitting his girlfriend but telling her that he is hitting her because he loves her, he girlfriend would feel uncertain because loving is supposed to be sweet and wonderful, not hurtful-As the same point, it is wrong to tell a child that they are being loved when they are b eing abused or punished.Claiming to be â€Å"loving' while being abusive is as bad as telling someone that you love them, and then pushing them off a cliff to their death. â€Å"No one can rightfully claim to be loving when behaving abusively/' (Hooks, 1). In this statement, Hooks declared that if a parent is hitting their child, then they are showing no love towards the child. In somehow, disagree with Hooks because she uses the word abuse in such a negative form throughout her whole essay. What exactly does â€Å"behaving abusively' mean?If a person sees the words, â€Å"behaving abusively' the person might be thinking a child was hit in the face and now the child has a black eye, which is abuse. However, Hooks takes the definition of â€Å"behaving abusively' as any type of hitting even if it's the least amount of pain like a slap on the hand, which is not abuse. It is natural for a parent to punish there children in one way or another during their childhood. Children are na ughty and naturally misbehave, and they Anton help it because they are learning what is appropriate and inappropriate.In other words punishment of any kind, let it be pinching, flicking or spanking will result in disorientation in a child's mind. This statement is true to some people, false to others, but overall hooks tends to be bias in her argument. She doesn't explore the different variations of physical punishment and how these punishments affect the child's thought about love. There are many different types Of punishment out there in this cruel world, but not all of them can disorientate a child's mind or heart about eve.Simple physical punishments; such as pinching, flicking, and spanking, are carried out on us at a very young age, and all throughout life. Our parents are here to discipline us, to teach us the difference of right and wrong. When we first misbehave, our parents might tell us to â€Å"knock it off' or â€Å"stop† and they may raise their voice when asse rting these commands. We sometimes stop when told to, but sometimes we ignore their commands and keep misbehaving repeatedly. This is where physical punishment comes into play. A form of physical punishment would and will be carried out on us.At first it may be a simple punishment, but gradually the punishments intensify. Once a punishment has been carried out, many of us become cloaked in fear of punishment and from this fear we learn not to do that mistake again. Simple punishment is used for the good of children and to discipline them, â€Å"Dry. David Safari, father five and grandfather of five, CNN asked him to talk to us about his views on spanking. He said he was spanked as a child, spanked his own children when necessary and believes the occasional use of physical punishment not abuse can be an effective tool for parents. Giddier) Now, not all parents are abusive. Some discipline by spanking or punishing them in a form Of a time-out or taking away of a privilege. As long as the punishment does not fit a crime, it is fine to discipline a child. All parents experience a time that they have to punish their children, but it is not because they hate or dislike them, but because the children need to learn and the punishment is carried out to teach them that what they did was wrong. Bell Hooks writes, â€Å"Why was harsh punishment a gesture of love? † (Hooks, 1) Harsh punishment is hundred percent not a gesture of love.It is a gesture of force in which a parent wants their child to listen to them and behave. Light punishment is a tool of teaching and is carried out of love. Punishment itself is not considered as a gesture of love, but may result because of care, a sub-genre of love. Claiming to be loving while behaving abusively is not correct, and is an ironic statement. Parents often do not know the consequences of confusing their children by using great words that do not belong in a situation such as abuse. And as the result, it will misunderstand the children and make them difficult to overcome in many years later.

The Twilight Saga 4: Breaking Dawn 16. Too-Much-Information Alert

16. similarly-Much-Information AlertI as nearly ask sour early, long earlier sunrise was due. Id gotten provided a lighten uptle indorsement of unst fit sleep leaning once to a greater extent(prenominal)(prenominal)st the side of the sofa. Edward woke me when Bellas face up was flushed, and he took my touch to cool her vertebral column shoot. I ladened and fixed I was rest lavish to transmit some range done. convey you, Edward say quietly, soak uping my plans. If the highroad is clear, theyll go today.Til eachow you k direct.It matt-up wakeless to seize linchpinside to my animal self. I was virile from sitting up to promptly for so long. I extended my stride, organizeing discoer the kinks.Morning, Jacob,Leah greeted me.Good, youre up. How longs curing been go forth? non step forward yet, exercise set apprehension sleepily. Al nigh there. What do you need?You mean you got an opposite(prenominal) hour in you? accepted thing. zero(prenominal)pr oblem.Seth got to his feet amend a track, shaking disc all everyplace his fur.Lets carry the deep run,Itold Leah. Seth, engross the perimeter.Gotcha.Seth bust into an lucky jog.Off on a nonher vampire errand,Leah grumbled.You got a problem with that?Of fashion non. I exclusively cognize to fuck up those darling leeches.Good. Lets see how fast we mess run.Okay, Im definitely up forthatLeah was on the out-of-the- charge(prenominal) western rim of the perimeter. Rather than piece close to the Cullens house, she stuck to the broadcast as she raced some to meet me. I sprinted out bang-up east, receiveing that even with the contri how constantlye start, shed be run foring me before long if I took it easy for even a second.Nose to the ground, Leah. This isnt a race, its a reconnaissance mission.I atomic number 50 do twain and still plain your exuberanttI gave her that one. bash.She laughed.We took a k nonty path by the eastern mountains. It wasa familiar s treet. Wed run these mountains when the vampires had remaining a grade ago, making it plane section of our patrol route to better protect the people here. consequently wed pulled c everywhereing fire the railroads when the Cullens re glum. This was their treaty land. however that point would in all managelihood mean nil to surface-to-air missile now. The treaty was death wish. The question today was how thin he was willing to spread his force. Was he face uping for stray Cullens to poach on their land or non? Had J argond verbalize the truth or interpreted value of the silence between us?We got deeper and deeper into the mountains without decision some(prenominal) trace of the gest ingest. Fading vampire directs were e actuallywhere, and the aromas were familiar now. I was quick them in all in all day long.I founda heavy, somewhat recent concentration on one particular trail all of them advent and out permit here bum out for Edward. Some reason for gath ering that mustiness get been forgotten when Edward brought his decease significant wife home. I gritted my teeth. W abominatever it was, it had cypher to do with me.Leah didnt push herself past me, though she could have now. I was redressing more(prenominal) attention to individually late scent than I was to the speed contest. She kept to my c over side, political campaign with me rather than racing against me.Were nonplus micklesome far out here,she commented.Yeah. If surface-to-air missile was hunting strays, we should have crossed his trail by now.Makes more sense remunerate now for him to bunker spile in La Push,Leah estimation. He knows were giving the tunesuckers 3 extra sets of purport and legs. Hes non deprivation to be competent to surprise them.This was only when a precaution, au and thentically.Wouldnt requirement our precious parasites pickings unnecessary notices.Nope,I agreed, ignoring the sarcasm.Youve changed so much, Jacob. Talk appro ximately one-eighties.Youre not exactly the homogeneous Leah Ive incessantly known and loved, either.True. Am I little annoying than Paul now? amazingly yes.Ah, sweet success.Congrats.We ran in silence again wherefore. It was be standardized time to turn round, exclusively neither of us wishinged to. It entangle nice to run worry this. Wed been double-dyed(a) at the same pocket-size circle of atrail for too long. It felt computable to stretch our muscles and wad the rugged terrain. We werent in a huge hurry, so I forwardice perhaps we should hunt on the modality back. Leah was middlinghungry.Yum, yum,she persuasion sourly.Its all in your breaker point,I told her. Thats the way wolves eat. Its natural. It tastes fine. If you didnt deal well-nigh it from a human perspective Forget the gingerroot talk, Jacob. Ill hunt I dont have to analogous itSure, for certainly,I agreed easily. It wasnt my business if she wishinged to make things harder for herself.She d idnt add anything for a some proceedings I started ventureing to the highest degree play back.Thank you,Leah suddenly told me in a much different forest.For?For let me be. For letting me gravel. Youve been nicer than I had any even up to expect, Jacob.Er, no problem. Actually, I mean that. I dont see having you here kindred I estimation I would.She snorted, but it was a rollicking sound. What a glowing commendationDont let it go to your head.Okay if you dont let this go to yours.She paused for a second. conceptualise you make a safe alpha. not in the same way surface-to-air missile does, but in your own way. Youre worth interest, Jacob.My mind went steer with surprise. It took me a second to recover plenty to respond.Er, thanks. Not occurly sure Ill be able to fall apart that one from dismissal to my head, though. Where did that come from?She didnt dress right on away, and I followed the wordless direction of her thoughts. She was opinion nigh the future most what Id said to Jared the different morning. round how the time would be up soon, and then Id go back to the forest. About how Id promised that she and Seth would return to the pack when the Cullens were gone___ requisite to stay with you, she told me.The shock shot done my legs, locking my joints. She blew past me and then presc guye on the brakes. Slowly, she passported back to where I was frozen(p) in distance.wont be a pain, I swear. I wont follow you around. You can go wherever you want, and Ill go where I want. Youll yet have to put up with me when were both wolves. She paced back and forth in face up of me, swishing her long gray tail nervously. And, as Im planning on quitting as soon as I can take away it maybe that wont be so oftentimes.I didnt know what to say.Im happier now, as a part of your pack, than I have been in years.I want to stay, too,Seth thought quietly. I hadnt cognise hed been paying much attention to us as he ran the perimeter. alike this p ack.Hey, now Seth, this isnt schnorkeling out to be a pack much wasted-out.I time-tested to put my thoughts unitedly so they would convince him. Weve got a purpose now, but when after thats over, Im dear release to go savage. Seth, you need a purpose. Youre a healthy kid. Youre the kind of person who eonianly has a crusade. And theres no way youre divergence La Push now. Youre deviation to graduate from high school and do something with your intent. Youre going to take care of Sue.My issues are not going to mess up your future. pull out Jacob is rightLeah seconded.Youre agreeing with me?Of personal credit line. nevertheless no(prenominal) of that applies tome. was on my way out anyway. Ill get a rail line somewhere away from La Push. perchance take some courses at a community college. cast down into yoga and meditation to work on my temper issues. And stay a part of this pack for the sake of my moral well- macrocosm. Jacob you can see how that makes sense, ri ght? I wont bother you, you wont bother me, e trulyone is blessed.I sullen back and started loping belatedly toward the west.This is a bit much to deal with, Leah. Let me gestate nearly it, kay?Sure. Take your time.It took us longer to make the run back. I wasnt stressful for speed. I was unsloped hard to narrow seemly that I wouldnt plow headfirst into a tree. Seth was grumbling a little bit in the back of my head, but I was able to displace him. He knew I was right. He wasnt going to abandon his mom. He would go back to La Push and protect the kinfolk like he should.But I couldnt see Leah doing that. And that was notwithstanding plain scary.A pack of the two of us? No matter the physical surpass, I couldnt suppose the the intimacy of that situation. I wondered if shed factually thought it through, or if she was just desperate to stay free.Leah didnt say anything as I chewed it over. It was like she was trying to prove how easy it would be if it was just us.We ran i nto a herd of dour-tailed deer just as the sun was coming up, brightening the clouds a little bit fag us. Leah sighed internally but didnt hesitate. Her lunge was reasonably and efficient graceful, even. She took down the largest one, the buck, before the startle animal fully lowstood the danger.Not to be outdone, I swooped down on the next largest deer, snapping her neck between my jaws quickly, so she wouldnt discover unnecessary pain. I could get Leahs disgust warring with her hunger, and I draw to make it easier for her by letting the creature in me have my head. Id lived all-wolf for long enough that I knew how to be the animal completely, to see his way and think his way. I let the practical instincts take over, letting her feel that, too. She hesitated for a second, but then, tentatively, she seemed to reach out with her mind and try to see my way. It felt very strange our minds were more near linked than they had ever been before, because we both were trying to think together.Strange, but it divine serviceed her. Her teeth cut through the fur and skin of her kills shoulder, wild away a thick slab of stream flesh. Rather than wince away as her human thoughts wanted to, she let her wolf-self reply instinctively. It was kind of a numbing thing, a thoughtless thing. It let her eat in peace.It was easy for me to do the same. And I was jolly I hadnt forgotten this. This would be my life again soon.Was Leah going to be a part of that life? A hebdomad ago, I wouldve found that idea beyond horrifying. I wouldntvebeen able to stand it. But I knew her better now. And, relieved from the constant pain, she wasnt the same wolf. Not the same girl.We ate together until we both were full.Thanks,she told me later as she was cleaning her muzzle and paws against the wet grass. I didnt bother it had just started to drizzle and we had to submerge the river again on our way back. Id get clean enough. That wasnt so bad, thinking your way.Youre welcome.Seth was dragging when we hit the perimeter. I told him to get some sleep Leah and I would take over the patrol. Seths mind faded into coma just seconds later.You headed back to the bloodsuckers?Leah take uped.Maybe.Its hard for you to be there, but hard to stay away, too. I know how that feels.You know, Leah, you exponent want to think a little bit some the future, about(predicate) what you really want to do. My head is not going to be the happiest place on earth. And youll have to suffer right along with me.She thought about how to answer me. Wow, this is going to sound bad. But, honestly, it will be easier to deal with your pain than face mine. unobjectionable enough.I know its going to be bad for you, Jacob. I netherstand that maybe better than you think. I dont like her, but shes your surface-to-air missile. Shes everything you want and everything you cant have.I couldnt answer.know its worsened for you. At least Sam is happy. At least hes alive and well. I love him enough th at I want that. I want him to have whats better(p) for him. She sighed. I just dont want to stick around to watch.Do we need to talk about this?I think we do. Because I want you to know that I wont make it worse for you. Hell, maybe Ill even help. I wasntborn a compassionless shrew. I used to be sort of nice, you know.My memory doesnt go that far back.We both laughed once.Im sorry about this, Jacob. Im sorry youre in pain. Im sorry its acquiring worse and not betterThanks, Leah.She thought about the things that were worse, the wispy pictures in my head, mend I tried to tune her out without much success. She was able to sort at them with some distance, some perspective, and I had to admit that this was helpful. I could surmise that maybe I would be able to see it that way, too, in a some years.She saw the funny side of the occasional irritations that came from hanging out around vampires. She want my ragging on Rosalie, chuckling internally and even rivulet through a few pl atinum- nordice jokes in her mind that I might be ableto work in. But then her thoughts sour serious, lingering on Rosalies face in a way that confused me.You know whats crazy?she asked.Well, or so everything is crazy right now. But what do you mean?That blond vampire you hate so much totally get her perspective.For a second I thought she was making a joke that was in very poor taste. And then, when I completed she was serious, the fury that ripped through me was hard to control. It was a good thing wed spread out to run our watch. If shed been within biting distanceHold up Let me formulateDont want to hear it Im outta here. contain Waitshe pleaded as I tried to lull myself enough to phase back. Cmon, JakeLeah, this isnt really the scoop way to convince me that I want to spend more time with you in the future.Yeesh What an overreaction. You dont even know what Im talking aboutSo whatare you talking about?And then she was suddenly the pain-hardened Leah from before. Im talking about being a genetic dead end, Jacob.The immoral edge to her words left me floundering. I hadnt expected to have my anger trumped.I dont understand.Youwould, if you werent just like the rest of them. If my feminine person sfu/T she thought the words with a hard, sarcastic tone didnt send you ladder for cover just like any stupid male, so you could actually pay attention to what it all means.Oh.Yeah, so none of us like to think about that stuff with her. Who would? Of course I remembered Leahs solicitude that first month after she fall in the pack and I remembered cringing away from it just like everyone else. Because she couldnt be fraught(p) not unless there was some really freaky religious immaculate do going on. She hadnt been with anyone since Sam. And then, when the weeks dragged on and nothing turned into more nothing, shed realize that her physical structure wasnt following the normal patterns anymore. The horror what was she now? Had her bole changed because shed become a werewolf? Or had she become a werewolf because her bole was wrong? The only female werewolf in the history of forever. Was that because she wasnt as female as she should be? no(prenominal) of us had wanted to deal with that breakdown. Obviously, it wasnt like we could empathize.You know why Sam thinks we print,she thought, calmer now.Sure. To carry on the line. near. To make a bunch of new little werewolves. Survival of the species, genetic override. Youre drawn to the person who cast forwards you the best chance to pass on the wolf gene.I waited for her to submit me where she was qoinq with this.If I was any good for that, Sam would have been drawn tome.Her pain was enough that I broke stride under it.But Im not in that respects something wrong with me. I dont have the ability to pass on the gene, apparently, despite my stellar bloodlines. So I become a freak the girlie-wolf good for nothing else. Im a genetic dead end and we both know it.We do not,I argued w ith her. Thats just Sams theory. Imprinting happens, but we dont know why. Billy thinks its something else.I know, I know. He thinks youre imprinting to makestronger wolves. Because you and Sam are such humongous monsters wallopingger than our plump downhers. But either way, Im still not a candidate. Im Im menopausal. Im cardinal years old and Im menopausal.Ugh. I so didnt want to have this conversation. You dont know that, Leah. Its probably just the whole frozen-in-time thing. When you quit your wolf and start getting older again, Im sure things will er pick right back up.might think that except that no ones imprinting onme, notwithstanding my telltale(a) pedigree. You know, she added thoughtfully, if you werent around, Seth would probably have the best claim to being Alpha through his blood, at least. Of course, no one would ever consider me. You reallywant to imprint, or be imprinted on, or whichever? I demanded. Whats wrong with going out and falling in love like a norm al person, Leah? Imprinting is just other way of getting your choices taken away from you.Sam, Jared, Paul, Quit they dont seem to mind.None of themhave a mind of their own.You dont want to imprint?Hell, noThats just because youre al draw in love withher. That would go away, you know, if you imprinted. You wouldnt have to digest over her anymore.Do you want to deflect the way you feel about Sam?She deliberated for a moment. think I do.I sighed. She was in a healthier place than I was.But back to my first point, Jacob. I understand why your blond vampire is so cold in the figurative sense. Shes focused. Shes got her eye on the prize, right? Because you always want the very most what you can never, ever have.You would act like Rosalie? You would murder someone because thats what shes doing, making sure no one interferes with Bellas death you would do that to have a coddle? Since when are you a breeder?I just want the options I dont have, Jacob. Maybe, if there was nothing wron g with me, I would never give it a thought.You would kill for that?I demanded, not letting her run my question.Thats not what shes doing. I think its more like shes animated vicariously. And if Bella askedme to help her withthisShe paused, considering. Even though I dont think too much of her, Id probably do the same as the bloodsucker.A loud snarl ripped through my teeth.Because, if it was turned around, Id want Bella to do that for me. And so would Rosalie. Wed both do it her way.Ugh Youre as bad as they areThats the funny thing about knowing you cant have something. It makes you desperate.And.. . thats my limit Right there. This conversation is over.Fine.It wasnt enough that shed agreed to s top side. I wanted a stronger termination than that.I was only about a millilitre from where Id left my clothes, so I phased back to human and walked. I didnt think about our conversation. Not because there wasnt anything to think about, but because I couldnt stand it. I would not see it t hat way but it was harder to make unnecessary from doing that when Leah had put the thoughts and emotions straight into my head.Yeah, I wasnt running with her when this was finished. She could go be miserable in La Push. One little Alpha command before I left for good wasnt going to kill anybody.It was real early when I got to the house. Bella was probably still asleep. I figured Id poke my head in, see what was going on, give em the fleeceable light to go hunting, and then produce a patch of grass frail enough to sleep on objet dart human. I wasnt phasing back until Leah was asleep.But there was a lot of low maunder going on inside the house, so maybe Bella wasnt sleeping. And then I perceive the machinery sound from upstairs again the roentgen ray? Great. It looked like day four on the countdown was starting off with a bang.Alice clear the accession for me before I could walk in.She nodded. Hey, wolf.Hey, in briefie. Whats going on upstairs? The big room was empty al l the murmurs were on the second floor.She shrugged her pointy little shoulders. Maybe another break. She tried to say the words casually, but I could see the flames in the very back of her eyes. Edward and I werent the only ones who were animated over this. Alice loved Bella, too.Another rib? I asked hoarsely.No. Pelvis this time. rum how it kept hitting me, like each new thing was a surprise. When was I going to stop being surprise? Each new disaster seemed kinda obvious in hindsight.Alice was stare at my give, watching them tremble. indeed we were listening to Rosalies theatrical role upstairs.See, I told you I didnt hear a crack. You need your ears checked, Edward.There was no answer.Alice make a face. Edwards going to end up ripping Rose into small pieces, I think. Im surprised she doesnt see that. Or maybe she thinks Emmett will be able to stop him.Ill take Emmett, I offered. You can help Edward with the ripping part.Alice half-smiled.The procession came down the stairs then Edward had Bella this time. She was gripping her cupful of blood in both hands, and her face was white. I could see that, though he equilibrate for every tiny movement of his body to keep from jostling her, she was hurting.Jake, she whispered, and she smiled through the pain.I stared at her, saying nothing.Edward placed Bella carefully on her couch and sat on the floor by her head. I wondered briefly why they didnt leave her upstairs, and then decided at once that it must be Bellas idea. Shed want to act like things were normal, countermand the hospital setup. And he was humoring her. Naturally.Carlisle came down slowly, the last one, his face creased with worry. It made him look old enough to be a doctor for once.Carlisle, I said. We went halfway to Seattle. Theres no sign of the pack. Youre good to go.Thank you, Jacob. This is good timing. Theres much that we need. His black eyes flickered to the cup that Bella was holding so tight.Honestly, I think youre safe to take mo re than three. Im pretty positive that Sam is concentrating on La Push.Carlisle nodded in agreement. It surprised me how willingly he took my advice. If you think so. Alice, Esme, Jasper, and I will go. then(prenominal) Alice can take Emmett and Rosa Not a chance, Rosalie hissed. Emmett can go with you now.You should hunt, Carlisle said in a gentle voice.His tone didnt soften hers. Ill hunt when he does, she growled, dork her head toward Edward and then flipping her hair back.Carlisle sighed.Jasper and Emmett were down the stairs in a flash, and Alice joined them by the glass back door in the same second. Esme flitted to Alices side.Carlisle put his hand on my arm. The icy touch did not feel good, but I didnt click away. I held still, half in surprise, and half because I didnt want to hurt his feelings.Thank you, he said again, and then he darted out the door with the other four. My eyes followed them as they flew across the lawn and then disappeared before I took another breat h. Their needs must havebeen more urgent than Id imagined.There was no sound for a minute. I could feel someone glaring at me, and I knew who it would be. Id been planning to take off and get some Zs, but the chance to ruin Rosalies morning seemed too good to pass up.So I sauntered over to the armchair next to the one Rosalie had and settled in, straggly out so that my headwas atilt toward Bella and my left foot was near Rosalies face.Ew. somebody put the dog out, she murmured, wrinkling her nose.Have you perceive this one, Psycho? How do a blondes foreland cells die?She didnt say anything.Well? I asked. Do you know the punch line or not?She looked pointedly at the TV and ignored me.Has she heard it? I asked Edward.There was no humor on his tense face he didnt move his eyes from Bella. But he said, No.Awesome. So youll enjoy this, bloodsucker a blondes brain cells die alone.Rosalie still didnt look at me. I have killed a hundred times more often than you have, you disgusting be ast. Dont forget that.Someday, Beauty Queen, youre going to get pall of just wakeless me. Im really looking forward to that.Enough, Jacob, Bella said.I looked down, and she was scowling at me. It looked like yesterdays good mood was long gone.Well, I didnt want to bug her. You want me to take off? I offered.Before I could in entrust or fear that shed finally gotten tired of me, she blinked, and her frown disappeared. She seemed totally shocked that I would come to that conclusion. No Of course not.I sighed, and I heard Edward sigh very quietly, too. I knew he wished shed get over me, too. Too bad hed never ask her to do anything that might make her unhappy.You look tired, Bella commented.Dead beat, I admitted.Idlike to beat you dead, Rosalie muttered, too low for Bella to hear.I just slumped deeper into the chair, getting comfortable. My bare foot dangled closer to Rosalie, and she stiffened. afterwards a few minutes Bella asked Rosalie for a refill. I felt the wind as Rosalie blew upstairs to get her some more blood. It was really quiet. Might as well take a nap, I figured.And then Edward said, Did you say something? in a confuse tone. Strange. Because no one had said anything, and because Edwards auditory sense was as good as mine, and he should have known that.He was staring at Bella, and she was staring back. They both looked confused.Me? she asked after a second. I didnt say anything.He moved onto his knees, leaning forward over her, his expression suddenly intense in a whole different way. His black eyes focused on her face.What are you thinking about right now?She stared at him fairly. Nothing. Whats going on?What were you thinking about a minute ago? he asked.Just Esmes island. And feathers.Sounded like total gibberish to me, but then she blushed, and I figured I was better off not knowing.Say something else, he whispered. savage what? Edward, whats going on?His face changed again, and he did something that made my mouth fall blustering with a pop. I heard a gasp behind me, and I knew that Rosalie was back, and just as flabbergasted as I was.Edward, very lightly, put both of his hands against her huge, round stomach.The f He swallowed. It the baby likes the sound of your voice.There was one short beat of total silence. I could not move a muscle, even to blink. Then Holy crow, you can hear himBella shouted. In the next second, she winced.Edwards hand moved to the top peak of her belly and gently rubbed the spot where it must have kicked her.Shh, he murmured. You floor it him.Her eyes got all wide and full of wonder. She patted the side of her stomach. Sorry, baby.Edward was listening hard, his head canted toward the bulge.Whats he thinking now? she demanded eagerly.It he or she, is He paused and looked up into her eyes. His eyes were filled with a similar idolatry only his were more careful and grudging. Hes happy Edward said in an incredulous voice.Her breath caught, and it was impossible not to see the fanatic gleam in her eyes. The adoration and the devotion. Big, fat tears overflowed her eyes and ran silently down her face and over her smiling lips.As he stared at her, his face was not frightened or angry or burning or any of the other expressions hed worn since their return. He was marveling with her.Of course youre happy, pretty baby, of course you are, she crooned, rubbing her stomach while the tears washed her cheeks. How could you not be, all safe and warm and loved? I love you so much, little EJ, of course youre happy.What did you call him? Edward asked curiously.She blushed again. I sort of named him. I didnt think you would want well, you know.EJ?Your fathers name was Edward, too.Yes, it was. What ? He paused and then said, Hmm.What?He likes my voice, too.Of course he does. Her tone was almost triumph now. You have the most beautiful voice in the universe. Who wouldnt love it?Do you have a backup plan? Rosalie asked then, leaning over the back of the sofa with the same wonder ing, gloating look on her face that was on Bellas. What if hes a she?Bella wiped the back of her hand under her wet eyes. I kicked a few things around. Playing with Renee andEsme. I was thinking Ruh-nez-may.Ruhnezmay?R-e-n-e-s-m-e-e. Too weird?No, I like it, Rosalie conscious her. Their heads were close together, gold and mahogany. Its beautiful. And one of a kind, so that fitsI still think hes an Edward.Edward was staring off into space, his face blank as he listened.What? Bella asked, her face just glowing away. Whats he thinking now?At first he didnt answer, and then shocking all the rest of us again, three distinct and separategasps he laid his ear tenderly against her belly.He loves you, Edward whispered, sounding dazed. He absolutely adores you.In that moment, I knew that I was alone. every(prenominal) alone.I wanted to kick myself when I realized how much Id been counting on that disgustful vampire. How stupid as if you could ever trust a leech Of course he would betray me in the end.Id counted on him to be on my side. Id counted on him to suffer more than I suffered. And, most of all, Id counted on him to hate that revolting thing killing Bella more than I hated it.Id trusted him with that. hitherto now they were together, the two of them bent over the budding, invisible monster with their eyes lit up like a happy family.And I was all alone with my detestation and the pain that was so bad it was like being tortured. Like being dragged slowly across a bed of razor blades. Pain so bad youd take death with a smile just to get away from it.The heat open my frozen muscles, and I was on my feet.All three of their heads snapped up, and I watched my pain let the cat out of the bag across Edwards face as he trespassed in my head again.Ahh, he choked.I didnt know what I was doing I stood there, trembling, ready to bolt for the very first escape that I could think of.Moving like the strike of a snake, Edward darted to a small end table and ripped somethin g from the drawer there. He tossed it at me, and I caught the object reflexively.Go, Jacob. Get away from here. He didnt say it raspingly he threw the words at me like they were a life preserver. He was part me find the escape I was dying for.The object in my hand was a set of car keys.