Red Bull Case Analysis

Red Bull Case Analysis Purpose: to provide the chain of strategies Red Bull used to develop their brand equity and global market dominance in the energy beverage industry. Target Market: Red Bull does not target to a specific demographic or psychographic. Its strategy is to reach to a relatively broad consumer base. The target is anyone who need energy boost to combat their mental and/or physical fatigue. Red Bull knows their consumer base mostly involves students, drivers, clubbers, business professionals and athletes. Marketing Mix:Product: Red Bull offers a premium energy drink supplement that provides essential ingredients to rejuvenate the mind and body. Red Bull consists of energy-enhancing ingredients: caffeine, taurine, and glucuronolactone packed in a 250 millilitre can. Price: Red Bull prices one 250 millilitre can at a premium price between $1. 99 and $3. 00 which makes it significantly more expensive than traditional soft drinks. Their pricing strategy is to charge at lea st 10 % greater than the most expensive competitor reinforce their position.Promotion: Red Bull relies on one of the most effective forms of marketing, â€Å"word-of-mouth†. Along with the word-of-mouth strategy they also do event sponsorships, sampling programs, point-of-purchase marketing, athletic endorsements, and electronic media buys. Red Bull Mystic: When the product first lunch Red Bull created a buzz by putting empty cans in bars and night club to make the consumers believe that it was a popular product. As a result the consumers started talking about and want to try it out of curiosity.Event Sponsorships: Event sponsorships greatly increase the recognition of the brand. Red Bull currently has ninety individual events that have been created from the ground up. Most of the events are non-mainstream sports events that are typically extreme sports. Red Bull invests in doing their own events because they control everything and strive to make the event very unique, so the y can get into the media. Athlete Endorsements: The athletes Red Bull endorses are carefully select for their individual qualities that fit with the brands personality.Red Bull would simply make the drink available to the athletes during their competition where they would sample it and then potentially become frequent users. When a particular athlete that fit with the brand would become one of their frequent users, Red Bull would then make a sponsorship deal with that athlete. Sampling: Sampling is the most essential aspect of Red Bull’s marketing efforts. Red Bull offered samples specifically to consumers at music concerts, sport events, highway rest areas, and higher education campuses.Red Bull assembles a team of college students to go out and encourage other to sample the drink, conduct research on drinking trends, implement on-campus promotions, collect customer feedback and educate the consumers about the product. Point-of-Purchase: Red Bull has its own miniature glass refrigerator with the brand logo on it. Red Bull also made sure that the refrigerator was place in a prominent location in the environment. Unfortunately some places do not allow Red Bull to use their own miniature refrigerator, in this case Red Bull in the existing store refrigerator.Traditional Advertisement: Red Bull uses television ads, print, and radio advertisements. The television ads are a short animated commercial that clearly communicates the product benefits through intelligent dialogue and scenarios. The message in the commercials is â€Å"Red Bull gives you wings† and this message correlates directly to the brands positions. The commercials fitted well with the global market and reached a wide target audience because of the usages of well-known animated characters and simple universal concepts. Place: Red Bull is sold in the global market, but there are a few countries hat prohibit the sale of Red Bull because of specific ingredients and incidence in which Red Bu ll may have causes health complications. Those countries are France, Norway, and Denmark. In the countries that do allow the sale of Red Bull, it can be found in bars, nightclubs, convenience stores, school campuses, gas stations, and other places where the company believes their target will need an energy boost. Brand Strategy: The brand strives to continue to be the leader in energy drinks and upheld brand position and appeal.It is ideal to the company to keep the buzz of Red Bull prevalent in the mind of the consumers as well as innovate and retain current users. Brand Position: Red Bull is positioned as a premium energy-boosting beverage that revitalizes the body and mind. Points of Parity: In the saturated market of energy drinks they all claim to boost energy and performance. The ingredients in the majority of the drinks are similar containing b-vitamins and significant amounts of caffeine. Similar brands are: Lucozade, Monster, Rockstar, and Full ThrottlePoints of Differences : Red Bull technically exploited the energy boosting drink market. There large focus on word-of-mouth and large network of unique sponsored events keeps their brand fresh in the consumers mind. The are considered a premium drink with premium benefits because of the pricing and packaging appeal. Unlike their closest competitor the can focus exclusively on the Red Bull brand and continue to market towards local target markets instead of marketing to the masses as a whole. Core Brand Associations: Red Bull is associated with their extreme sports and athletic endorsement.The events are unique and gather big media attention due to the uniqueness and hype. When a spectator is watching a Red Bull event they can expect to see something exciting because of previous Red Bull phenomenon. Red Bull has its own soccer team, Formula One Racing team and NASCAR team. If the sport is not a typical mainstream sport, Red Bull logo will probably be found at the sporting event. Other associations are: * Music Concerts * Festivals * Nightclubs * Alcoholic Beverages Brand ElementsLogo and Slogan: The logo is two red bulls facing toward each other as if they are going to collide in front of a yellow sun. The logo appears to be oriental theme and its significance probably is from the Thai energy drink, â€Å"Krating Daeng† that inspired Dietrich Mateschitz. The slogan is â€Å"Red Bull give you Wiiings†. Packaging: Red Bull uses a silver and blue 250 millilitre can with the Red Bull logo. Under the logo are the words â€Å"Energy Drink† and the phrase â€Å"Revitalizes body and mind† both, which effectively communicate the beneficial properties of the drink to the consumer.The silver and blue pattern on the can is really effective in the brands salience and the cans are mostly sold in singles, but are offered in convenient packs priced the same amount as if each can is sold separately. Brand Mantra: Revitalize body and mind Four Steps of Brand Building Brand Salience: The aluminium and blue can pair with the logo â€Å"two red bull and sun† is highly associate with the brand. Brand Performance: Red Bull small premium can is thought of as being very effective and provides an energy boost for anyone who needs revitalization.Brand Judgement: Viewed a being performance enhancing fuel and cool. This is mainly due to brand association with extreme sports and events. Red Bull is judged one of the strongest because it comes in a one 250-millilitre can Brand Feelings: Extreme, potent, excitement, revitalizing, cool, extravagant, premium Brand Resonance: Red Bull has high brand loyalty in the global market place. Consumers have high attachment and need for the product. The communities of extreme performers and extreme sports athletes, college students, and partiers have high loyalty.Red Bull has high engagement with consumers, often offering deals and promotions for their events and regularly will visit a college campus or event to handou t free Red Bull. It is even a popular alcohol mixer. Distribution: To ensure the quality and consistency of the point of purchase display, Red Bull employs their own delivery drivers to delivery the beverage and restocks the refrigerators. The product can be found at most convenience stores, trendy locations, and nightclubs. Brand Image: Health concerns have been an issue for Red Bull since its inception.There was one incident in particular with, Ross Cooney, a basketball player from Ireland drunk four cans of Red Bull before playing a game and died of Sudden Arrhythmia Death Syndrome. There was never a firm conclusion that his cause of death was because of the four cans of Red Bull, but recently a consumer did die because of drinking too many Monster energy drinks. Monster is Red Bull’s leading competitor and this incident can negatively affect Red Bull even though it was a competitor’s product that cause. The negative results that could affect Red Bull from Monsters case are: * Consumers might become wary of energy drink Implementation of stiffer food regulations in the US market and global markets * Brand equity could be compromised due to consumers perception * Make formula less potent * Change packaging and include a warning for excessive drinking * The positive effects from Monsters incident are: * Red Bull may gain the market share Monster could possibly lose * Consumers may trust Red Bull more since it has never been linked to the actual cause of death. * Increase in their brand equity Recommendations/Conclusion: I recommend that Red Bull should continue to innovate and expand.The all-natural and organic industry is increasing and people are looking for energy products that are natural. There are a few energy beverage companies that are in that market already and Red Bull could enter it with no problem due to their brand equity. With that said, I recommend a few brand extensions. Other companies have different types such as a coffee versi on or a weaker version. The different brand extensions would satisfy needs in other submarkets that exist Red Bull just has to make sure they do not confuse the consumers and target the products strategically.Red Bull has already began releasing and testing a small variety of flavours and I believe this is a good idea because I know from reviews and first hand experience that some people do not like the smell or flavour of the original beverage. I believe Red Bull’s advertising does a good job appealing to all the consumers’ lifestyle stages and appeals to the broad target. I believe Red Bull is doing a good job innovating their event marketing upping the ante every time. For example the Red Bull near space jump.

Oriflame Direct Marketing Strategy Essay

Oriflame is a cosmetics company, founded in Sweden in the year of 1967 by two brothers Jonas af Jochnick and Robert af Jochnick. The company’s main products are personal care, accessories and nutritional products with over approximately 1000 cosmetics products. The products are priced in higher range and promise higher value to customers through a more customized and personalized approach for product and service offerings, distribution processes tailored to meet the needs of customers, and the opportunity to build customer loyalty. The logo of the company ‘Oriflame Sweden’ gives a feel of expensive Swedish cosmetics. ORIFLAME’S MARKETING STRATEGY The marketing strategy adopted by Oriflame is Direct Marketing or Network Marketing. It is one of the largest companies to sell through direct marketing through an independent sales force of over 3.6 million sales consultants in more than 60 countries worldwide with annual sales exceeding some â‚ ¬1.5 billion. Network Marketing or Multi-Level Marketing (MLM) is a strategy which allows the parent multi-level company to market and distribute their products or/and service, directly to the consumer by direct selling in a non-permanent retail location and grow the network through relationship referrals. These sales are done through independent, unsalaried Sales Consultants (full time or part time) who represent the company and make commission based on the volume of sales. The sales consultants often build their own organisation by recruiting a down-line of other independent distributors, who perform the same job; and as a result the entire organisation expands. As a consultant they earn commission not only based on their own sales, but also on the entire sales of the down-line group. This strategy has a very low distribution cost and also offers a leading business opportunity to people. This unique business concept – ‘Make Money Today and Fulfil Your Dreams Tomorrow’ goes with the brand promise of the company ‘Your Dreams, Our Inspiration’ Oriflame implements this strategy with frequent regular catalogues along with frequent, short-term price promotions and cross-sell campaigns. The details of the strategy are as follows 1) Independent sales consultants team who directly get in touch with end consumers with hard copy of catalogue 2) Marketing through owners of beauty parlours to increase customer reach 3) Face-to-face interaction with live demos about usage and benefits of the products 4) Samples at low prices or free samples with some purchase to try the product first and then purchase as buying expensive cosmetic products is a high involvement decision. 5) Direct mails to consumers which includes catalogues, offers 6) Online catalogue and offer details on company website. A typical online catalogue is as below 7) Promoting existing consultants to add more consultants and grow the sales network. This also helps Oriflame in increasing loyal customer base as consultants buy Oriflame products for their personal use and for their family. The process of becoming an Oriflame Consultant is an easy process. It includes following steps 8) Oriflame also promotes its consultants to increase the sales by giving different incentives like international travel, gifts and other promotional tactics. For example, this year’s major attraction is Gold Conference in London in 2015 9) Offline and online makeup tutorials and guidance about health and health & beauty care

Altruistic Surrogacy Arrangements Essay Example for Free

Altruistic Surrogacy Arrangements Essay Couples around the world find out that they’re unable to conceive children. This is a very heart breaking and detrimental situation in anyones life who is trying to have a child. Infertility affects more than 7 million people in the United States, and about 12 percent of women of childbearing age are considered infertile. Most infertility cases are treated with drug or hormone therapies or surgery. However, about 3 percent of cases require more advanced techniques, such as surrogacy. A surrogate is a woman who carries a child for an individual or a couple. Stories of surrogacy reach back to the Bible with the story of Abraham, his wife, Sarah, and her handmaiden, Hagar. In this story, Sarah finds she is unable to conceive and arranges for Abraham to impregnate Hagar, who goes on to conceive Ishmael. There are two types of surrogacy options, one is traditional surrogacy and the other is gestational surrogacy. A traditional surrogate is a woman who donates her own egg and then carries the pregnancy. The surrogate’s egg is fertilized through artificial insemination with the sperm of the father or a sperm donor. Traditional surrogates are genetically related to the child because their own eggs are used in the process. A gestational surrogate or also known as a gestational carrier, are not biologically or genetically related to the child she carries. Gestational carriers become pregnant through the process of in vitro fertilization, where an embryo or embryos created from the eggs and sperm of the intended parents. Donor eggs and donor sperm are selected by the intended parents are implanted in the uterus for the gestational period of 40 weeks. Intended parents and surrogates have to consider what type of surrogacy arrangement they feel like they are comfortable with. There are two common types of arrangements pertaining to surrogacy, which are commercial and altruistic. In commercial surrogacy the surrogate is paid for her time and effort, any travel involved and related medical expenses not covered by insurance. The chosen surrogate and the intended parents usually don’t know each other before the arrangement. In altruistic surrogacy arrangements, the carrier sees no financial gain, and the arrangements are commonly made with relatives or friends of the intended parents. Surrogacy is against the Church’s teaching, they teach that techniques that entail the dissociation of husband and wife, by the intrusion of a person other than the couple (donation of sperm or ovum, surrogate uterus), are gravely immoral. These techniques (heterologous artificial insemination and fertilization) infringe the child’s right to be born of a father and mother known to him and bound to each other by marriage. They betray the spouses’ â€Å"right to become a father and a mother only through each other (Catechism). † The use of a surrogate mother is a process that is thousands of years old. This is proven in the writings of the Bible in the story of Abraham and his wife Sarah, she was infertile. At this time in the earth’s history, a woman who was childless was often at times shamed by her family and friends. These women would offer their servants to act as a surrogate. The Bible does not specifically forbid the process of surrogacy. The question that you must ask is, whether it is considered to be moral or ethical with keeping children conceived out of love, born from a married couple. The Bible has also been interpreted as stating that children are a gift, not a right. Therefore, God will bless some people with children and others not. Personally I believe surrogacy is an â€Å"okay† practice. Surrogacy ultimately brings joy to the couple and why would god not want us to seek happiness. Surrogacy may seem to be defying God’s will but I think it’s a way of making a precious life out of a bad situation. Being told you will not be able to have your own children is a heart breaking situation. You would never know how it felt until you experience yourself. What gives us the right to judge someone else for wanting a child from their own DNA. If Surrogacy can use one embryo and not kill of the others I think it should be allowed in the church. Altruistic Surrogacy Arrangements. (2018, Nov 07).

The Reform Act of 1832 marked the triumph of democratic politics. Do Essay

The Reform Act of 1832 marked the triumph of democratic politics. Do you agree - Essay Example reforms had been suggested recurrently, but without success.Eventually, the Whigs, headed by the then Prime Minister, Lord Grey, managed to pass this legislation. As a result, Great Britain became a mature democracy (Johnston, 1997, p.86). The first step towards democracy in Great Britain was ushered in with the passing of the Reform Act of 1832. The introduction of this act was aimed at getting rid of all inequalities in modern Britain, especially the corrupt boroughs where various members of parliament were selected by very few voters (Bayly, 1989, p. 164).The 1832 Reform Act also entrenched the right to take part in the electoral process, based uniformly on the property and level of income (Collier, 1999, p.63). What catapulted the process of passing of this reform was the rising level of dissatisfaction with the preexisting political status quo(Whitefield, 2001, pp.79-81). While historical skeptics dwell on fact that the act made few changes to the electoral system, it cannot be denied that the reform sanitized the electoral process (Aghion and Durlauf, 2005, p.458). Between 1806 and 1832, the number of contested elections never used to exceed 38 percent, and in most cases lower than 30 percent.Following the enactment of the law, the number of contested election seats shot up to 74 percent. In fact, between 1832 and 1865, the average number of contested elections stood at 59 percent. Not only could more people exercise their rights to vote, but also more of them were accorded the opportunity to do so. Shortly after the passage of this legislation, the number of adult males entitled to take part in the voting process rose from 478,000 to over 800,000 (Whitefield, 2001, pp.78-81). This reflected a near doubling of the electorates. This figure had never been witnessed before the Reform Act.Following the entrenchment of the Reform Bill into law, the number of constituencies increased in Great Britain. Twenty-two new boroughs had two seats in parliament,

Importance of Planning and Modelling for Successful E Business Essay

Importance of Planning and Modelling for Successful E Business - Essay Example So what is it that is supposed to draw him Similarly, the housewife cannot smell the coffee beans that she is being offered on an online grocery store - so how does she know it will be something that she will relish every morning These are the questions that are often asked in the arena of online shopping. In this regard, all the answers point towards a specific simulation application that may be used and categorised as aids in online shopping. E-commerce is currently an extremely vast field and requires the use of like HTML and Flash based applications for appropriation of simulation techniques where the online market place is concerned. The problem in this project mainly adheres to the fact that there are now a plethora of such models and theories. Thus, this has led to some amount of deliberation in terms of choosing the appropriate ones (Nemetz, 2002). Here, it may be noted that the competition in reaching an optimum model and plan for websites has been on a steady rise, thus making it difficult to pinpoint which of them is the best in terms of E commerce objectives. It has been found that there has been a 94% increase for the year 2005 in the number of Britons buying products online as opposed to the 37% figure of five years ago (news.bbc.co.uk). This further implies the fact that E-Commerce is now a major field generating an excessive amount of revenue in the world of global economies. Owing to increasing trends in globalisation, there has been widespread exposure of people from all corners to products and services that are suddenly not out of their reach (Chaffey, 2007). In this regard, the specific need areas of the people involved in terms of end users is a difficult area to study in order to arrive at the relevant simulation models and approaches. This depends largely on the demographic make up as well as the cultural influences, age, and product being sold. Therefore, E-Commerce is a vast subject to study and to find the appropriate simulation models for (Chaffey, 2007). Scope of Planning and Modelling The scope of business is decided by its advent upon various spheres of operation. To be effective, market intelligence is the foremost pre-requisite. In this regard, E-Commerce has been described along the following lines, in terms of its operational sphere: Industry Association with various web pages: this gives rise to a certain amount of validation of the product and it elements, especially in terms of marketing and online shopping (Palmer et al., 2003). This can be seen in the example of www.indiamart.com which carries various industries and their associated companies'websites. Availability of information: E-Commerce depends largely on the information system, which is an integration of knowledge management as well as the human effort as far as intellectual capital is concerned (Palmer et al., 2003). This can be seen in the PR based models of various universities in UK, US, Australia and other countries. When described in context of these broad elements, E-Commerce can be referred to as the technological advancement in the arena of marketing which in turn gives rise to a whole new experience as far as shopping is concerned (Matsuo et al., 2003). Decision Aids In the world of increasing consumerism, the significance of decision aids is accentuated through a focus on market intelligen

European union law Essay Example | Topics and Well Written Essays - 1000 words

European union law - Essay Example In the current context it refers to the imbalance of power between national interests in decision-making within the Council of the European Union (Ministers) and across the EU institutions as a whole. Crucially European citizens have little say in what is done in their name once they vote for their MEPs. Mitchell (2005) clarifies this: Europe’s democratic deficit, whether it be perceived or real, is largely due to the EU’s institutional architecture, which promotes a type of circulatory decision-making process, but permits little input from the European public sphere. Compounding this situation is the informal nature of negotiations that often take place among and within the key policy-making bodies of the EU, leading to a less than transparent, and sometimes unpredictable, policy-making process. The institutions ultimately take their respective mandates from the Treaties which themselves are open to interpretation. It could be argued that the EU is not a well-defined cogent democratic entity – but a hybrid of functionalism, inter-governmentalism and mult-level governance (Steiner and Woods, 2003. p13). Indeed, quoting Dr Guiliano Amato, Aveblj (2005) points out that the EU’s stakeholders have yet to determine what the European Union ought to be – and therefore cannot begin to address the wider question of how to get there. Each member state is represented by a senior Minister with the President of the Council being appointed for a six-month term, thereby ensuring that in any fiscal year 2 different member states will have the opportunity to hold the Presidency. Although the representative Minister will have been elected to a seat by a majority in his/her national constituency and appointed to high office by members of his/her political party, critics argue that the manner in which Ministers are appointed means that there is no real European philosophy at work

Building Trust in your Leadership Among your Subordinates Research Paper - 1

Building Trust in your Leadership Among your Subordinates - Research Paper Example Leaders must make their weight considered by example and the implanting of assertiveness in their subordinates. The definitive evaluation of the success of leaders is when their prominence is considered by the accomplishment of the ones they lead. Therefore, a leader should not enforce power, since superiority in itself can not at all make a boss (Saunders, 2008). This paper will discuss the trust among the leaders and their assistants as well as the capabilities regarding the assessment of leadership. It will also outline the various models to be used, and procedures that would build the confidence of subordinates to their bosses. The script will also outline the importance of building trust between the junior staffs and their higher authority, as well as what leaders should do to develop their leadership skills. Trust between leaders and the junior staffs have significance in terms of unity and task accomplishment. It develops the personality contained by the authority and bind leaders along with the subordinates together. Friendship and unity are results of established trust among the subordinates and their persons in charge. Believing soldiers to carry out critical assignments keeps their standing and conceit on the limelight. The undertaking of an army leader becomes extremely personal, and chances rise once there is trust from the others. The leaders ought to have honesty to build trust along with sureness in their own selves and the subordinates. Once leaders do what is right, the junior staffs will have trust on them (Giovannelli, and Yamamoto, 2009, P 91-92). Development of trust has numerous consequences on the establishment and the leaders themselves. Firstly, there is a reduction in the necessity of the leaders to supervise sensitively, the subordinates for indications that they a re sticking to their expectations. Likewise, trust lessens the requirement

The Society of Composers, Authors, and Music Publishers of Canada Essay

The Society of Composers, Authors, and Music Publishers of Canada - Essay Example With the laws that govern intellectual property being clear on the legality of the limited access to copyrighted songs on the internet, the demand for royalty from the authors causes confusion on the extent of justified free access to such songs. The case between the two entities begs the question of where to draw the line between the freedom for information access and the copyright laws. This research aims to explore the flawlessness of the Canadian copyright laws that stipulate that the free previews comprise fair dealing with the intent of research.   Using both CCH v. Law Society of Upper Canada and Alberta (Education) v. Canadian Copyright Licensing Agency (Access Copyright), explore the validity of the Canadian copyright law regarding the use of reviews for the purposes of research   This investigation hinges upon methods and mechanisms that aim to uncover answers to the research questions. The selected methods of research emanating from the significant research needs. The sources that the research utilizes are also accessible and available for analysis. This study shall take into consideration some legal principles and beliefs as regarding the application of the copyright law and the right of access to information in Canada and the world through. The study will concentrate on the information that exists and the interrelation of different entities on the validity and significance of copyright laws in a society with special interest to Canada and focus on the Society of Composers, Authors, and Music Publishers of Canada v. Bell Canada scenario.   The research will use different methods of investigations namely, documentary sources, interviews and questionnaires.

Mini-Project (Third) Essay Example | Topics and Well Written Essays - 1000 words

Mini-Project (Third) - Essay Example This made Cashman â€Å"forced to scramble for an additional line of credit in project financing at prime plus 2-1/2%†, which was an excessive premium (due to Woody’s credit rating). Proper budgeting would have avoided the ‘fire fighting’ mode they had to resort to when they found themselves â€Å"throwing money at every problem in an effort to get the plant operational†. The project failures concerning financial planning, cash flow, cost control, costs incurred etc. are listed in section two. Recommendations are then given on how this should have been conducted properly so that the mistakes could have been avoided. Kim Cashman’s cash flow chart was improperly drafted. The amount of expenditure was only assumed i.e.  £1 million each in first and last months and  £1.4 million in each intervening 10 months. Secondly, the chart was locked away and the details were not divulged to the people concerned. The costs associated with the project were recorded as part of the company’s normal book-keeping whereas it should have been kept separate not least because the costs could be easily identified and controlled. EID’s initial fixed-price quotation was not deliberated upon. It could have been a more economical option than allowing the cost plus alternative that EID implemented with a high level of uncertainty. Moneysworth did not justify why he thought that the hourly rate was reasonable. He also thought that the hours could be monitored effectively but this proved not to be the case. The hourly rate was perhaps the largest contributor to the spiralling costs. Changes in project planning led to costs becoming uncontrollable and some of these were major. For example, software for the production train had to be rewritten and the building could not house the production train. The lack of schedule planning not only wasted time and caused delays but also resulted in the loss of income. For example, the several weeks that were lost in

The Case of DNA, Forensic Evidence, and Prosecution Essay

The Case of DNA, Forensic Evidence, and Prosecution - Essay Example The research focuses on one specific case and discusses the usage of forensic techniques involved with prosecuting and convicting an offender. The science of forensic investigation has become a highly popular tool in law enforcement in today's time. It has proven to be useful in sometimes locating evidence that proves the innocence of those thought to have committed a crime. Also it works to prosecute those who are irrefutably guilty of committing violent and criminal acts against other human beings. Although offenders might go free for a certain period of time, forensic techniques are gradually minimizing those possibilities of getting away and remaining free once a crime has been committed. For instance, one stray hair or a cigarette butt with a lip imprint left on it can be the clue law enforcement needs to apprehend a possible suspect in relation to a murder, rape, burglary, or possible other heinous act against those in society. In fact, some researchers state that forensic science has made all the difference in how the criminal system now works in the United States. DNA data banks are worthy tools in legal investigations due to the fact that if a previous offender commits another crime and gets away, the forensic evidence can be analyzed and compared to information stored in the DNA data banks. Often times this hurries the process along and provides the necessary means to apprehend a previous convicted criminal of a serious crime against another (Office of Forensic Services 2006). For instance, in the case where a young financial analyst was on her way to work, she was confirmed to have been abducted and dragged into a freight elevator where she was raped and brutally beaten, possibly left for dead as well. However, the victim bit her offender and the blood that was left behind on her jacket enabled investigators to pinpoint the person responsible for the crime. Often time's forensic evidence such as this is what it takes to apprehend a suspect. Normally it is the inclusion of skin and hair fibers that are found under the victims fingernails th at normally lead to the conviction of a known violent suspect (Office of Forensic Services 2006). The reason that forensic techniques are highly useful is that they do provide the irrefutable proof of who committed a crime. Now this can't always be 100% for a certainty as there have been some cases that have been overturned. However 99.9% of the time this type of DNA evidence provides the validity needed, as well as the burden of proof that the justice system is looking for to seal a conviction against a violent offender (Office of Forensic Services 2006). Another similar case that utilized forensic evidence was one where an offender actually had a soda in the home he was burglarizing. He went so far as to use a straw which left a good lip imprint. This one small mistake by Angelo Powell, who had a long train of burglaries in behind him lead to his arrest and conviction (Office of Forensic Services 2006). His DNA was taken from the soda bottle he left at the scene of the crime and compared to the stored information in the

Bad Sugar Essay Example for Free

Bad Sugar Essay Unnatural Causes In this video Bad Sugar the Pima and Tohono Oodham Indians of southern Arizona have the highest diabetes rate in the world. This affects more then half the adults in this Indian group, but a century ago diabetes wasnt even heard of. What has happened to the health of the Pima Indians? During the 20th century the river water was used by white settlers and Pimas local Indians went into poverty and became dependent on the U. S. government. This resulted in the Indians eating tepary beans, cholla buds and wild life these everyday ood items changed to white flour, lard, processed cheese and canned foods. Needless to say this had a big impact on the Pima Indians. This exclusive documentary shows crucial evidence on how we pour more money into drugs, fad diets, medical technologies, but is it deeper then that? Evidence shows therere more to bad habits and unlucky genes. If we can find a solution to poverty we can solve many of the problems that individuals deal with on a day-to-day bases. As a future educator I will teach them strategies and help improve their daily exercise. Teaching hem strategies will help them to become independent with their exercise as well as quality nutrition and realize how truly Important It Is, which should lower the diabetic rate. Goals: 1 . Promote healthy lifestyles to prevent risk factors for pre-dlabetes, diabetes, heart disease, and stroke 2. Improve the detection, control and treatment of risk factors and pre-diabetes for the prevention of diabetes, heart disease, and stroke 3. Improve the detection, control and treatment of diabetes and cardiovascular disease to prevent complications and disabilities and reduce the severity and progression of disease

Consumer Behavior Essay Example for Free

Consumer Behavior Essay 1) How can understanding consumers behavior help companies sell products or services in todays market? Please cite an example from our text or from our YouTube videos and use a personal example. As Steve Jobs states in the YouTube video, all marketing decisions revolve around your customer. Marketing is all about building profitable customer relationships by creating value for customers and capturing value in return in the form of profits. To effectively sell a product/service, understanding how your customers buy your products and services will help you determine when, how and where you should market your products/services and in turn help you grow your business by responding to their needs. Also, if you know what customers buy and how they go about buying particular products, you can more easily spot a need that has not yet been satisfied. For example, if you run a technology company and notice that many of your customers buy educational software from college bookstores, you may recognize that your customers could use a place to buy and automatically download educational software online. Steve Jobs states in the YouTube video â€Å"Give her not what she wants but give her something that she has never dreamt of, and when she gets it she recognizes it as something she wanted all the time†. A very simple example is that of ITunes, which was discovered 10 years ago. Steve Jobs noticed that music fans clearly wanted to download songs they liked in an affordable and easy way rather than driving to Best Buy or some record store to buy them on $15-to-$18 CDs. Jobs took advantage of this opportunity and came out with the iTunes Music Store, which is today the top most online music retailer, and synced it perfectly with a piece of hardware: the iPod. This eliminated the use of Walkman’s, MP3 Players and CD players. Thus, it is important to understand people’s motives (what drives them to buy), and their attitudes (how they feel about a product/service). Knowledge about these psychological characteristics helps companies design and provide products and services that their customers want and need. The book states an example of McDonalds that first started with providing low priced burgers, fries and shakes. But today, with people becoming more health conscious, McDonalds has a reworked menu that provides more choice and variety such as Chicken Nuggets made with white meat, low fat milk jugs, and a line of premium salads. When people think of McDonalds, people think of value – whether it’s a college student buying a burger for a couple of bucks r a working women at the drive through grabbing a breakfast latte that’s a dollar cheaper than Starbucks. I would like to give a personal example of me shopping at the department store called Safeway. I was a frequent shopper at Safeway and every day I would receive emails regarding the deals and discounts on the products I purchase the most. I would also get emails with recommended products to buy and Safeway was able to do this by keeping track of my shopping history. I would actually get lured by reading these emails and go to the store to buy the recommended discounted products. Marketers can benefit from an understanding of consumer behavior so that they can better predict what consumers want and how best to offer it to them. The importance of understanding the consumer behavior is that to know and understand the preferences of different consumers which will enable the marketers to form the marketing strategies accordingly. Businesses that cannot understand how a consumers mind operates will have a more challenging time figuring out how to target a campaign that will attract or catch attention. In order to make the right decision, marketing managers must know how their consumers will react. Before introducing/repositioning any product/service, you must first ask questions like, do people want it? Are there enough people who want it so that it will be profitable to produce that product? Do the people who want it have the economical ability to pay for it? Another important point is that when you know how customers behave in relation to the products youre selling, you have a better understanding of how to provide good service to them, increasing the chance that youll have repeat customers. For example, if you know that customers tend to come to your restaurant because they can get healthy food without waiting for a long time, you could continue training your staff to be as efficient as possible. Identifying the buying behavior of the target market and catering to those behaviors is integral in todays complex society. 2) How can connecting with a culture help influence consumer behavior? Can you give us an example from your personal experience? A peoples culture includes their beliefs, rules of behavior, rituals, style of dressing, religion, etc. Culture is an external factor influencing consumer behavior. Since people with different cultures have different values, they will have different buying habits. A particular company’s marketing strategies should reflect the culture that is being targeted. Failing to do so can result in lost sales/profits/opportunities. Before advertising or introducing any product/service, it is very important to understand the local culture of the population of a particular area, city, or country. For example, the You Tube Video shows that Thailand and Malaysia have a family oriented culture and so the elderly and tradition play a huge part in the commercials as compared to Australia having a very individualistic culture focusing the advert on youngsters. Another example would be if a given country discourages the use of tobacco or alcohol, the potential pool of consumers for these products would be small. Therefore, companies which distribute these types of products should limit advertising in such areas, and focus on other countries where there are no restrictions on the use of such products. A personal example would be that of McDonalds. In India, meat consumption is prohibited in Hinduism. McDonalds did spend time developing a food menu targeted towards no meat eaters. They now offer a lot of vegetarian options, making it a happy place for both: meat and no meat eaters. Another example would be comparing North India and South India. I have to been to both, and have noticed a vast difference in the culture. People in North India prefer breads over rice which is a favorite with people in South India and East India. So many restaurants in South India have 99% rice based dishes. If a restaurant in South India serves more bread based food options, it would likely make less business as compared to restaurants serving rice based dishes. As part of their efforts to convince customers to purchase their products, marketers often use cultural representations, especially in promotional appeals. The objective is to connect to consumers using cultural references that are easily understood and often embraced by the consumer. By doing so the marketer hopes the consumer feels more comfortable with or can relate better to the product since it corresponds with their cultural values.

Tourism Marketing Mix Essay

Tourism Marketing Mix Essay The Travel and Tourism industry is still one of the largest single businesses in world commerce and its importance is widely recognized. The tourism industry is now one of the largest sectors earning foreign exchange. In the face of many benefits, many countries have started assigning due weight age to the tourism industry in their national development agenda.Tourism is an industry that operates on a massively broad scale: it embraces activities ranging from the smallest sea-side hotel; to air-lines, multi-national hotel chains and major international tour operators. Originally, non-traditional industries such as tourism emerged as a solution to strike a balance between ecology and industry Tourism is one of the worlds fastest growing industries at present and holds the status of the worlds no. 1 industry.Spending on tourism amounts to 5%-10% of total consumer, spending in a year worldwide.The industry creates a job every 2.4 seconds with every one of those direct jobs creating another 11 indirect ones.The tourism industry as a whole is presently estimated to earn over US$ 3.5 trillion worldwide. Indias share of the total market is a pittance at 0.51%. The non-tourist countries like Malaysia and Indonesia get much more tourists than India. Indias share of the total market is a pittance at 0.51%. The non-tourist countries like Malaysia and Indonesia get much more tourists than India. MARKETING MIX OF TOURISM INDUSTRY PRODUCT Product is the combination of tangible and intangible elements. The tourism product, which is mainly the destination, can only be experienced. The views of the location travel to the destination, the accommodation and facility as well as the entertainment at the destination all form the tourism product.Thus it is a composite product combination of attraction, facilities and transportation. Each of these components has its own significance in the product mix and in the absence of even single components, the product mix is incomplete. PRICE Pricing in tourism is a complex process. Pricing includes the prices of other services like Air travel, Bus, Railways, Hotels, etc. All are included in tourism package. Pricing also depends on the Geographic location of the destination.Pricing also depends on Seasonality. Seasonality is the most important factor in pricing. To match demand and supply tourist managers try to get either discount. E.g. Taj is the tourist attraction in India. Pricing is also based on competitors pricing. Pricing is also subject to government regulations. E.g. Air price changes tourism package also changes, if Hotel charges change then also tourism package changes. Pricing of the tourist product is a complex matter because of its composite nature. Geographical location of the destination affects the pricing decision. At the same time, seasonality factor and varying demand cannot be overruled. The objective of pricing in any other firms is to fetch a target market share, to prevent competition, and to take care of the price elasticity of demand. A very important way, in which the travel and tourism business responded to their highly complex pricing circumstances, is to operate at two levels. The first level is corresponds with the marketing strategy, which concerns with the product positioning, value for the money, long run return on investments etc. The second level corresponds to the marketing operations or tactics where the prices are manipulated to match the current demand and competition. PLACE Different distribution strategies can be selected for Tourism marketing. Tourism as a product is distributed as a travel. Internet is also used widely. There is an also small agent spread all over the town who plays a role of place. Large travel companies like Thomas Cook, Cox Kings, SOTC, etc they act as a wholesalers and these wholesalers also act as a retailer. The tourism marketer may not have adequate choice of the tourist center, because in most of the case the tourist destinations many be natural, historical attraction. But, infrastructure facilities, transportation, communication are important for the development of the tourist center. The major decision that the tourism marketer takes regarding distribution is relating to the channel of choice and channel members. The uniqueness of tourism industry is predominant position of intermediaries. The two major functions performed by the distribution system in tourism marketing are: To extend the number of points of sales or access, away form the location at which services are performed or delivered To facilitate the purchase of service in advance Different distribution strategies may be selected to reflect the companys overall objectives. The middleman may be tour operators, who buy tourism products in bulk and make them available to travel agents who are retailers. The range of tourist products, which are bought by the tour operators are airline seats, hotel accommodation, bus for local sight seeing, etc. they may also sell directly to customers. The latest mode of reaching the tourist is through Internet. Ticket booking can also be done through the Internet and payment is made with credit card. PROMOTION Creation of awareness has a far-reaching impact. The tourist organizations bear the responsibility of informing, persuading and sensing the potential tourists in a right fashion. The marketers need to use the various components of promotion optimally so that they succeed in increasing the number of habitual users. Promotion helps in maximizing the duration of stay, frequency of visit by offering new tourist products in the same country to areas, which have remained untapped or partially tapped. The various dimensions of tourism promotion are as follows: Advertising: Advertisement gives important information to the actual and potential tourists. Its coverage is wide. Advertising is aimed at the public to create awareness of the travel offers available on a resort and its attractions to influence their business decisions. Intangibility can be compensated with the help of visual exposure of scenes and events. We can project hotel bedrooms, well-arranged restaurants and cafeterias, swimming pools etc. Publicity: It focuses attention on strengthening the public relations measures by developing a rapport with media people and getting their personalized support in publicizing the business. It helps in projecting the positive image of tourist organizations since the prospects trust on the news items publicized by the media people. The publicity program include regular publicity stories and photographs to the newspapers, travel editors,  contact  with magazines on stories etc. advertising is a part of publicity. Sales promotions: Sales promotion measures are the short-term activities seeking to boost sales at peak demand periods to ensure that the firms obtain its market share and are used to help launch a new product or support an ailing or modified one. The tool of sales promotions is designed to appeal particularly to those customers who are price-sensitive. There are a number of techniques to promote sale and the tourist professional need to use them in the face of their requirements vis-a-vis the emerging trends in the business. Eg. In the tourism industry, a travel company offers give-aways to their clients, such as flight bags, wallets for tickets, Foreign Exchange (Forex) and covers of passport. The hotels offer a number of facilities like shoe shine clothes, first aid sewing kits, shower caps and shampoo. Further, the VIP clients also get fruits and flowers in their rooms. Word-of-mouth Promotion: Most communication about tourism takes place by word-of-mouth information, which in a true sense is word-of-recommendation. In the tourism industry it is found that the word-of-mouth promoters play the role of a hidden sales force, which help the process of selling. The high magnitude of effectiveness of this tool of promotion is due to high credibility of the channel, especially in the eyes of the potential tourists. The sensitivity of this tool makes it clear that tourist organizations need to concentrate on the quality of services they promise and offer. The marketers or the tourist organizations need to keep their eyes open, identify the vocal persons or the opinion leaders and take a special care of them so that they keep on moving the process of stimulating and creating demand. Personal Selling: Personal Selling is based on the personal skill of an individual. The travel and hotel business depend considerably on the personal selling. The development of travel and tourism has been possible due to well-educated and trained sales personnel. The development of tourism business has been influenced by the services rendered by the travel agents and travel guides since they work as information carriers. Personal selling is the personal presentation of a tangible product or intangible services or ideas to the customers. It is important to mention that in the tourism industry, the personnel who attend tourists form an essential ingredient of the product, such as sales personnel are found responsible for dealing with customers behind the counter, the resort representatives cater to the need of tourists when they reach the destination etc. all of them play a vital role in ensuring that the tourism products satisfy the tourists. The phrase- the customer is always right applies specifically to the tourism industry. No reduction in price would compensate for impolite and indecent travel guide, a solvent waiter and a surly or a haughty coach driver. These facts are testimony to the proposition that the travel business is linked with the performance and behavior of sales personnel or travel staff. Telemarketing: It is a method of selling in which a professionally sound telemarketer markets the business. The quality of technology and the communicative ability of the telemarketers determine the magnitude of success of this component. In tourism, the travel agents, offices of airways, receptionist, and secretaries work efficiently if the telephonic services are not up to the mark. Also recruiting a person considered to be professionally sound, personally-committed sales personnel having an in-built creativity, innovation and imagination is very important. Exhibitions: The participants include state and national tourism promotion boards, travel agents and tour operators, airlines, car rentals, cruise liners, holiday financiers, technology providers, hotels and resorts, education institutions in the field of hospitality and tourism. Over the years the participation of foreign tourism promotion boards like the Dubai Tourism and the Mauritius Tourism, etc has increased in order to aggressively promote their respective countries. PEOPLE It plays a most important part in tourism. In people local people are very important, that how they treat tourist. The travel agents, guides, staff of travel companies, sales staff, etc they are the people. Travel Company also like Railways, Air, etc. is included in people. Normally a tourist assures a tourism quality like hotels, Travel Company. The personnel who attend to the needs of the tourists form an essential ingredient in tourism marketing. The sales personnel are responsible for dealing with the customer behind the counter. The airline and transportation crew interact with customers while traveling. The resort or hotel representatives enter to the needs of the tourist when they reach the destination. The tourist guides, who interact with the customers at the tourist location, all form the people element in tourism marketing. These contract persons must be trained on interpersonal skills as well as knowledge of the product. In the tourism industry the travel agents and the travel guides are the two most important people who speak a lot about the industry. Hence it is imperative that they have to be at their best at all times. Travel guides especially, are expected to have a lot of patience, good sense of humor, tact to transform the occasional tourists into habitual ones, thorough knowledge of the places, linguistic skills etc. PROCESS The operation process of the tourism firm will depend on the size of the tourism firm. The sequential steps involved in the delivery of the tourist products are: Provision of travel information: The information regarding the travel is provided at a convenient location where the potential tourist seeks clarification about his proposed tour. Preparation of itinerates: It is a composition of series of operations that are required to plan a tour. Liaison with providers of services: Before any form of travel is sold over the counter to a customer; contracts have to be entered with the providers of various services including transportation companies, hotel accommodation, coaches for local sightseeing etc. Planning and costing tours: Once the contracts and arrangements are entered into, then the task of planning and costing the tour, this will depend on the tour selected as well as individual requirements. Ticketing: The computerized reservation system has in recent years revolutionized the reservation system for both rail and air travel. Provision of foreign currency and insurance: In case of foreign travel the final task provide foreign currency as well as insurance PHYSICAL EVIDENCE The tourist attraction, which is an expensive for the customer must be tangibilised with the help of tangible items like, comfortable seats while traveling, layout, and design of the resort, natural service scope, etc. the sign posts that indicate directions, route maps, information regarding rules and regulations of the tourist spot and the sign regarding the public utilities like toilets, telephone booth also form a part of the physical evidence. Printed matters such as brochures also play an important role in the development of tourism. As the product, in tourism is intangible. There is a need to describe fully the product, which is done by providing an elaborate brochure, which shows how different elements of the programmes are carefully planned to include all necessary information to make holiday establishes expectation of quality value for money, product image and status, which must be matched when the product is delivered. PEST ANALYSIS Environmental influences can be analyzed by using the PEST analysis. POLITICAL The political factors are the main driving force of the industry. The Indian tourism industry is built on the backbone of Government support and the industry cannot sustain itself without it. The various archaeological sites and the places of historical importance, the roads and the railways are all in the hands of the Government. All the support services like the hotel industry, the airlines industry and the tourist operators to name some are heavily dependent on the support and the cooperation of the Government.   The major reason as to why tourists visit India is for the vast and rich heritage that our country has. That is under the control of the Government, through the Archaeological Survey of India. Any policy change that comes into force can have dramatic effect on the way the industry players perform. For example, the Government charges high rates of taxes on the luxury and the star category hotels and this has always been a cause of disagreement between the hotel associations and the Government. There are many areas where the growth of tourism has not been rapid or has seen dramatic fall because the political environment has not been conducive. Examples are the North East for the former and Kashmir for the latter. The neglect of the Government in developing the North-East has led to a situation where there is practically no tourism in the seven states.   Similarly, the political turmoil in the state of Kashmir and now in Gujarat has caused a virtual decimation of the flourishing tourism industry. However, there has been a change in many of the policies of the Government with regard to the tourism industry. The hotel industry has been getting many incentives and many State Governments are encouraging the growth of major hotels in their states.   ECONOMIC The tourism industry not unlike the other industries grows with the increase in the spending of the people. The more the people spend the more the industry grows. The spending power of the people has been increasing in the country and all over the world. Since we are concentrating on the international tourists, the large increase in the spending power in most developed countries has left a large amount of idle cash in their hands. This has led to a tourism boom the world over and India has been no exception. There have been more people coming into the country with more cash than ever before. This has lead to an increase in the demand for better hotels. People who previously used to come to the country on a shoestring budget and hunt around for the cheapest accommodation can now afford to go in for luxury hotels. This has led to an increase in the number of hotels in the country. However, an increase in spending does not only limit itself to accommodation. The increase in the spending is also evident in the increase in the number of people traveling by air. Even the number domestic tourists traveling by air has dramatically gone up.   SOCIAL Tourism was always looked upon as something that led to the destruction of the social fabric of a place. The more the amount of outside people coming into a place, the more the perceived risk of that place losing its identity. A good example is Goa. From the late 60s to the early 80s when the Hippy culture was at its height, Goa was a haven for such hippies. Here they came in thousands and changed the whole culture of the state. This had a ripple effect on the country. People became cautious, especially of the international tourists. Whenever a certain place became famous, the example of Goa was cited to discourage the inflow of international tourists. However some places such as Kerala and Rajasthan have been able to strike a balance between their own culture and the demands of the international tourists and have profited handsomely in the bargain. People are now adopting themselves to the fact that tourism pays and it can be a major source of income for them.   In addition, tourism as a form of recreation has really caught on. People themselves have started traveling and are willing to travel to a place that is out of the way and exotic. While traditionally traveling on a holiday meant going to a hill station or a beach, now people are willing to go in for adventure tourism and also visit places that might be exotic and cannot really be called hospitable. For example, now places like Leh and Lakshwadeep are mentioned in the same breath as Goa or Kashmir. TECHNOLOGY Although technology does not seem to be a major influence at first glance, it plays a major part in the promotion of a place. Better communication facilities are one of the first prerequisites for growth in the inflow of tourists. This has been made possible with technology. Improved technology in the field of communication at cheaper costs has resulted in many remote and inaccessible areas of the country getting connected to the rest of the world. This connectivity has made these places visible to the world. Better communication means access to media. And that is very important if any place wants to be on the world tourist map.  Similarly better transportation facilities have lead to a dramatic increase in the number of tourists visiting any particular place. The presence of an airport and the availability of frequent flights are a great convenience to any traveler. TOURISM COMPANY:  SITA ONLINE TOURISM CORPORATION(SOTC) Established in 1949 with just five employees at an office in Cawasji Hormusji Street, Mumbai, it has grown to become one of Indias largest travel companies. By the year 1968, the Company had moved to a much bigger office at Mint Road and was also counted as one of the top ten travel agents in Mumbai, with a turnover touching Rs 25 million. A major turning point came in 1976 when SOTC handled its first group tour to the US during the bicentennial celebrations. Within three years, SOTC had taken about 500 passengers to Europe, the US, Singapore and Japan. In 1981, came another breakthrough when SOTC Package Tours began active advertising, with the first ad hitting the newspapers.Between the years 1983 and 1995, SOTC grew by leaps and bounds. It moved to new premises at Church gate, Mumbai, installed the first computer for sales and operations, and went through a management metamorphosis with a complete restructuring of the business into autonomous Strategic Business Units (Subs) with a state-of-the-art call centre. SOTC has been fulfilling the travel needs of Indians for over five decades now. It continues to seek out new and exciting destinations to offer to outbound travelers SOTCs outbound business operations broadly encompass Packaged Group Tours for Indians and Individual Holidays. SOTC World Famous Tours caters to those who seek comfort in group travel. It is widely acknowledged to be the most successful package tour brand in India. Recognizing the importance of language markets, SOTC also pioneered tours conducted in Marathi and Gujarati under the SOTC brand extensions: SOTC BhramanMandal and SOTC GurjarVishwadarshan. MARKETING MIX PRODUCT SOTC offers a variety of tours which includes tours for families with kids, tours for senior citizens, theme vacations like beaches and also special packages for pure vegetarian and jains.Some of its products are as follows:- SOTC World Famous Tours SOTC World Famous Tours is the flagship brand of SOTC, which pioneered the designing and marketing of escorted tours for cosmopolitan travelers in India. SOTC World Famous Tours has escorted over 3, 00,000 travelers across the globe for more than 30 years, to various destinations including Europe, Australia, New Zealand, USA, Africa, Mauritius, South Asia, and the Far East Being a 100% subsidiary of Kuoni Travel Holding, Switzerland one of the worlds largest travel companies SOTC leverages the advantage of the buying power and travel services to provide customers value for- money packages. SOTC has built a reputation that it lives up to its promise to take Indians around the world, while making them feels completely at home, no matter where they are. SOTC BhramanMandal In 2002, SOTC BhramanMandal was launched exclusively for Maharashtrian, to cater to their specific needs and requirements. SOTC BhramanMandal offers All-inclusive exciting package tour options to Europe, Far East, Australia and New Zealand. While designing the tours, every single need of the Maharashtrian is kept in mind their culture, eating habits and likes and dislikesProminent features of SOTC Bhraman Mandal Europe and Australia tours are the Predeparture meeting, Travel Kit and an experienced Marathi speaking Tour Manager who accompanies them all the way from Mumbai to the destination and back. Within just five years of existence, SOTC Bhraman Mandal has become a household name amongst the Maharashtrian. SOTC Gurjar Vishwadarshan SOTC Gurjar Vishwadarshan was launched especially for Gujarati community residing in India, to cater to their needs of having a Pure Indian Vegetarian Meal with a Gujarati flavor, Gujarati speaking tour manager at your service right from India to India and traveling with the finest Gujarati families makes your holiday the most memorable and comfortable one. Gurjar Vishwadarshan launched in the year 2004 received an overwhelming response from the Gujaratis staying all over India. Since then it has been scaling heights year after year today in its 4th year of existence it has become a household name for Gujaratis and is fondly rembererd by Gujarati holiday goers, this has been possible because of all of those fellow Gujaratis who chose to travel with us. With the new positioning of our brand Expect More .in Gujarati which means Apeksha Thi Vadhare we assure our patrons that every time they can just expect more with SOTC.Gurjar Vishwadarshan is one of the business units of SOTC. SOTC ha s pioneered its position in the packaged tour segment with its unparallel expertise devised over last 50 years. SOTC Do-it-Yourself Holidays SOTC Do-it-Yourself Holidays caters exclusively to the needs and requirements of the discerning Free Individual Traveler. It offers a wide range of customized holidays that allows individual travelers the freedom to define their preferences of the destination, length of stay and pace of travel .Following high-quality standards, SOTC Do-it- Yourself Holidays have ensured accommodation at some of the worlds finest hotels allowing for proximity to city centre attractions such as shopping malls, pubs, cafes, restaurants and scenic delights. An individual traveler on SOTC Do-it-Yourself Holidays has the option to explore all the attractions of a single city. Or focus on all key cities of a particular country. They can even combine two to eight countries in their holiday, depending on their tastes, time and budget. SOTC Holidays of India SOTC Holidays of India has something for every kind of traveler be it families, youth, students, honeymooners, groups or individuals. SOTC Holidays of India offers packages that cover every conceivable tour requirement whether it is an extended vacation with the family, a paragliding spree with friends or simply a rejuvenating weekend break. SOTC Holidays of India offers an opportunity to visit and explore all the splendors of India through various categories of holiday packages. SOTC Holidays of India has categorized all holiday packages into Standard, First and Deluxe Class categories.It also offers a wide range of customized holidays thereby giving individual travelers the complete freedom and flexibility to define their preference of the destination, length of stay and pace of travel SOTC Holidays of India offers packages that cover every conceivable tour requirement; whether it is an extended vacation with the family, a paragliding spree with friends or simply a rejuvenating weekend break SOTC Holidays of India offers you an opportunity to visit and explore all the splendors of India through various categories of holiday packages:- Classic Holidays of India are time tested popular attractions like Kashmir, Himachal, Rajasthan and Kerala those have proved their ability to completely satisfy the traveler Fun-filled Beach Holidays offers not just sun and sand but also cool lagoons, clear waters, corals, reefs and beach resorts. Hill Stations Quick Getaways offer a break through a multitude of retreats at a short distance from home. Spiritual Retreats to Rediscover Your Soul provide excursions to various spiritual and hallowed sites. Components of Tours as a Product Sr.No.BENEFITMEANINGWITH RESPECT TO THE TRAVEL AND TOURISM INDUSTRY 1 CORE BENEFIT The fundamental benefit or service that the customer is buying. Traveling. 2 BASIC PRODUCT Basic, functional attributes. Ticketing,  hotel reservation. 3 EXPECTED PRODUCT Set of attributes/conditions the buyer normally expects. Customer friendliness, good food. 4 AUGMENTED PRODUCT That meets the customers desires beyond expectations. Prompt services, comfortable and convenient trip, spectacular sights, and music. 5 POTENTIAL PRODUCT The possible evolution to distinguish the offer. Totally customized tour packages, A grade service at every stage. PRICE SOTC offers price sensitive tours like cost saver and premium tours which can be afforded by all classes. In SOTC the tours are customized that is if customer cant afford the premium holiday he will be given the same tour but the cost will be reduced by offering him a deluxe hotel instead of a five star hotel or by offering him a non ac bus instead of a ac coach. PLACE Different distribution strategies are selected for Tours marketing by SOTC. There are also small agents (who have taken franchise of SOTC) spread all over the town/country who also play a role of place. SOTC act as wholesalers and also act as a retailer. The latest mode of reaching the customers is through Internet that is SOTC has its own website from where information on the tours can be procured, direct booking can be done for which the payment can be made through the credit card. SOTC also has its own offices from where booking can be done. PROMOTION SOTC uses electronic, print and all sorts of media as tourism is a highly promoted industry. SOTC gives printed ads in The Times of India mentioning the special tours in it with the special prices offered by them. Brochures are another form of communication provided by SOTC to stimulate customers and motivate them to buy. They are used to demonstrate in pictures and words the images and positioning of the product and the organizations. PEOPLE SITA enjoys loyalty of its 2, 00,000 Indian customers.   PHYSICAL EVIDENCE SOTC provides its customers with a detailed brochure of the tour they have selected, a list of things to be done before going for a holiday e.g. cooking gas switch to be turned off etc and if the customer is going for foreign tour then a list of basic words like hello, water etc in the foreign countrys language which will make it easy for the customer, this establishes value for money, product image and status, which must be matched when the product is delivered. RURAL TOURISM Rural  tourism  focuses on participating in a rural lifestyle. It can be a variant of  ecotourism. Any village can be a tourist attraction, and many villagers are very hospitable. Agriculture is becoming highly mechanized and therefore requires less manual labor. This is causing economic pressure on some villages, leading to an exodus of young people to urban areas. There is however, a segment of urban population that is interested to visit the rural areas and understand their perspective. This segment has been rapidly growing in the past decade and has led to Rural tourism becoming a good business prospect. Rural tourism allows the creation of an alternative source of income in the non-agricultural sector for rural dwellers.The added income from rural tourism can contribute to the revival of lost  folk art  and handicrafts. It is an ideal and natural method of rural and urban economic exchange. Scheme of Rural Tourism Tourism growth potential can be harnessed as a strategy for Rural Development. The development of a strong platform around the concept of Rural Tourism is definitely useful for a country like India, where almost 74% of the population resides in its 7 million villages. Across the world the trends of industrialization and development have had an urban centric approach. Alongside, the stresses of Urban lifestyles have led to a counter urbanization syndrome. This has led to growing interest in the rural areas. At the same time this trend of urbanization has led to falling income levels, lesser job opportunities in the total areas leading to an urbanization syndrome in the rural areas. Rural Tourism is one of the few activities which can provide a solution to these problems. Besides, there are other factors which are shifting the trend towards rural tourism like increasing levels of awareness, growing interest in heritage and culture and improved accessibility, and environmental conscious ness. In the developed countries, this has resulted in a new style of tourism of visiting village settings to experience and live a relaxed and healthy life

Elizabeth Siddal :: essays research papers fc

  Ã‚  Ã‚  Ã‚  Ã‚  Elizabeth Siddal, Pre-Raphaelite model and wife to Gabriel Rossetti, is the source of intrigue for many Victorian researchers. Her mystery began from her vague background as a milliner’s assistant. From the start, many stories were told of her discovery and yet few stories were told of her past before that point. A frail young woman, she was addicted to narcotics and suffered from a variety of ailments, from the physical to the mental. Her turbulent relationship with Rossetti was plagued with ups and downs, and yet after her death, he mourned her with great sorrow and guilt.   Ã‚  Ã‚  Ã‚  Ã‚  Elizabeth Siddal was a young girl from the working class, who was thrust into the world of the Pre-Raphaelites when discovered as a model in 1849. She was not terribly smart or educated, however, considering her class, she was thought to be as refined and modest as possible. She is generally referred as having been a reserved girl, but she was also explained as being both very beautiful and horribly plain by different sets of people.   Ã‚  Ã‚  Ã‚  Ã‚  It is known for a fact that Elizabeth was working as a milliner’s assistant upon her discovery, but there are many stories told about how that discovery was made. Walter Deverell, who was at the Royal Academy with Hunt and Rossetti, was looking for a red-haired girl who could pass as a boy to play a Shakespearian role in a painting. Rossetti explains the story as Walter and his mother stopped by a millinery shop and saw the assistant in a back room. He then asked his mother to request permission to use her in a painting. Other accounts were given of the discovery. William Holman Hunt claimed that Deverell had arrived at the studio proclaiming what he found to Rossetti, who accompanied him to the millinery shop to have a look. Irish poet, William Allingham, took credit for introducing Deverell to Ms. Siddal because during his escapades with working class women, he had spotted the young girl and thought her perfect for the role.   Ã‚  Ã‚  Ã‚  Ã‚  Because modeling paid more than millinery work and perhaps because she preferred it to sewing, Elizabeth ended her assistantship at the shop. This is interesting to note because at the time very few women on the census reported their full time job to be modeling for artists. This is not because there were few models, but very few earned enough money to support themselves legitimately, and few wished to declare their employment given the stigma it represented.

beethoven :: essays research papers

Beethoven Study Guide v  Ã‚  Ã‚  Ã‚  Ã‚  Ludwig Van Beethoven was born in 1770 in the town of Bonn, Germany v  Ã‚  Ã‚  Ã‚  Ã‚  His was given the same name as his grandfather who was a court musician in Bonn v  Ã‚  Ã‚  Ã‚  Ã‚  His father, Johann, was not a talented musician and was a cruel first tutor for Ludwig v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven had 2 brothers v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven wrote his first music composition when he was just 12 years old. v  Ã‚  Ã‚  Ã‚  Ã‚  Christian Neefe was Beethoven’s first legitimate tutor and quickly recognized his talents. Neefe took Beethoven to Vienna when he was just 16 years old. Vienna was the music capital of Europe at the time. In 1787, Beethoven played for Wolfgang Amadeus Mozart. Mozart recognized Beethoven’s talents and knew he would be a great musician, and many in Vienna considered Beethoven to be the next â€Å"Mozart†. Beethoven and Mozart met only one time. Beethoven had to return to Bonn just a few weeks later after his mother, Maria, died. v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven remained in Bonn to care for his brothers. He took a job in the Bonn court orchestra. The only instrument position available was the viola. He taught himself to play it and got the job. The income allowed Beethoven to compose music in his spare time. v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven met his next tutor, Joseph Haydn who would help Beethoven to return to Vienna in 1792. Beethoven quickly became a celebrity. v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven had a terrible temper and mood swings. He considered himself a true celebrity and tried to convince everyone he was of noble birth because he had the word â€Å"Van† in his name. v  Ã‚  Ã‚  Ã‚  Ã‚  When Beethoven was in his late 20’s he began to lose his hearing. He wrote most of his most famous works while he was going deaf. Symphony number 9 was written when he was completely deaf. v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven admired Napoleon Bonaparte very much and dedicated his 3rd Symphony to him. When Napoleon declared himself Emperor of France, Beethoven was very angry and scratched up the original score to remove Napoleon’s name from it. Beethoven, however, did not destroy the music itself, he just renamed it. v  Ã‚  Ã‚  Ã‚  Ã‚  Beethoven fell in love many times, but never married. He fought his sister-in-law for custody of his nephew and won, although his nephew, Karl, hated him. v  Ã‚  Ã‚  Ã‚  Ã‚  As Beethoven lost more of his hearing he became more and more angry as well as reclusive. He would wander the streets of Vienna like a homeless man and then return to his apartment to compose music. v  Ã‚  Ã‚  Ã‚  Ã‚  Later in his life, Beethoven returned to the church and had a spiritual awakening.

The Public Diaries :: Exploratory Essays Research Papers

The Public Diaries Your secret loves and hates. Your tearful confessions. Your emotional epiphanies. A diary can be many things, but almost never is it something that's meant to be read by the entire world. Yet, with the availability of cheap, easy access space on the World Wide Web, a growing minority of internet users is laying its lives and loves out for anyone with a web browser to see. Such a paradox might seem like an unlikely basis for a new trend in web browsing, but in the last few years, the Internet has seen a veritable explosion of these "public" diarists. An online diary is simply a website on which the owner posts semiregular narrative about his or her life and thoughts. Just like a paper diary, it can be as fancy or as plain as you like — with JavaScript substituting for quill pens and shabby ten-cent notebooks replaced by geocities.com. Online diary-keeping has experienced huge growth over the past few years, going from only fifty or so journal websites in 1995 to over nine hundred today – and those are just the ones that signal their desire to be known by joining journal webrings or advertising on search engines. Together with diaries that remain "anonymous," and those kept in a language other than English, there might be thousands altogether. What's more, a large and thriving Internet community has sprung up around this community of diarists. You can read interviews with well-known diarists and news about online diaries , join a mailing list dedicated to the discussion of online journal-keeping , register your diary , or join any number of webrings devoted to categories as broad as new diarists (Chapter Two) and as specific as smokers (Smoke Rings). Indeed, the online journal-keeping community is something of a cross-section of society in general, represented by all age groups (though mostly GenXers), both genders, and all personality types. "There is nothing typical about a †¦ diarist," says Zach Garland of Zach’sMind. "The only similarity is they all love to express themselves online†¦ If these people were to meet in real life under completely random circumstances, it is doubtful even a third of them would give the other the time of day." But why would anyone want to keep his or her private diary on the Internet? The answers are as diverse as the diarists themselves. A survey of about fifty diarists conducted by The Mining Company, a company devoted to gathering statistics and information about all aspects of the Web, reveals that fully 50 percent are online because they want to "hone their writing skills.

Alcoholism 11

Alcoholism Alcoholism is one of the biggest medical problems in the Western world. Alcohol has been around since biblical times. The problem continues to grow every year and has a negative impact on society. Nearly every town and city has restaurants that serve alcohol, and has stores where it can be purchased. For these reasons, the nature of alcoholism needs to be exposed. The problems that arise from this disease need to be shown. The purpose of this paper is to talk about the problem, the cause and effects, and the treatment process. Alcoholism is the habitual or compulsive consumption of alcoholic liquor to excess according to Webster’s New World Dictionary. An alcoholic has no control over drinking and continues to use alcohol even though adverse consequences occur (Hurley 71). Alcohol affects the alcoholic’s family and work, they ignore responsibilities and assignments. In nineteen fifty six alcoholism was recognized as a disease by the American Medical Association. Fishman 28) When the National Council for Education on Alcoholism (now known as the National Council on Alcohol and Drug Dependency) was formed, their first and most prominent principle was, â€Å"Alcoholism is a disease† (Nicolaus 136). The disease has serious consequences on the drinker and society as well. Even though there is much concern about drugs, next to tobacco, alcohol is the most widely used drug in the United States (Hurley 71). Alcohol impaired drivers caused thirty two percent of traffic related fatalities in two thousand eight (â€Å"Alcohol Impaired Driving†). In 1996 nearly thirty six percent of incarcerated criminals were under the influence of alcohol when committing their crime (â€Å"Alcohol and Crime†). Indeed, alcoholism has become a public concern, since it had begun to influence society as well. There are two types of alcoholism, alcohol abuse and alcohol dependency. An example of alcohol abuse is random binge drinking. A person is alcohol dependent when that person can’t stop drinking without withdrawal symptoms. â€Å"There is no known cause of alcoholism. † (Van Voorhees) Alcoholism is described as a drug addiction. There are several factors that play in its development. They are divided into two main groups, psychological and social. Psychological factors include anxiety relief, conflict in relationships, depression and low self-esteem. Some examples of social factors are the ease of getting alcohol, peer pressure, social acceptance of alcohol use, and a stressful lifestyle. (Van Voorhees) There are other factors that lead to excessive drinking. â€Å"Research suggests that certain genes may increase the risk of alcoholism, but which genes or how they work is not known. (Van Voorhees) Studies have shown that family history is a factor as well. People whose parents abused alcohol have a higher risk of alcoholism. It is a given that alcoholism leads to physical and mental problems. But how does excessive consumption of alcohol affect the daily life of alcoholics? What are the effects of alcoholism in everyday life? The organ most sensitive to alcohol is the brain. The cerebrum is affected first. It is in control of sensation, perception, speech, and judgment. The cerebellum is the second part of the brain affected. The cerebellum is responsible for coordination and balance. A person under the influence of alcohol will have slurred speech, loss of balance and uncoordinated movements. The excessive alcohol user is usually unable to judge accurately what he or she can or cannot do. Drinking alcohol increases confidence and diminishes abilities. This misplaced confidence often leads people to judge themselves competent to perform tasks that are beyond their abilities. (Fishman 37-41) An alcoholic’s job and family are also affected by alcoholism. In couples it affects communication, which in turn, increases conflict levels. It has also been proven that domestic violence increases in alcoholic families. Alcohol use affects parenting. Family life can become chaotic and have poor quality environment. The children are exposed to the parent’s increased conflict (â€Å"Alcohol and the Family†). An alcoholic’s attendance to work is affected by drinking. They are chronically late and their productivity is decreased. The effects of alcohol in everyday life can be further explained through specific examples. In terms of finances, an alcoholic would be irresponsible. The bills would not be paid on time, prompting the collection agencies to take action. An alcoholic would not be stable enough to manage his or her own money; thus, incapacity for money management is an effect of alcoholism in everyday life. In terms of employment or schooling, an alcoholic is most likely to be tardy. However, the person can altogether skip school or work to drink. Even socializing with friends is affected by alcoholism. An alcoholic usually does not like it when other people offer their opinion about his or her drinking habits. He or she is irritated by comments and critiques of their drinking. As a result, the alcoholic would soon drink in secrecy. Another effect of alcoholism in everyday life is the lapses in memory and interest. Due to the aforementioned effect on the brain, it follows that even memory is not spared from the dangers of alcohol. Alcoholics usually suffer from â€Å"blackouts† (Fishman 40). These are instances when they could not remember appointments and the like. Moreover, the activities that the person used to enjoy would cease to be enjoyable, due to the effect of alcoholism (Fishman 42). These are some of the examples of how alcoholism affects everyday life. Alcoholism is a treatable disease. There are treatments available for this condition, and several medications have made it possible for alcoholics to fully recover. In the treatment of alcoholism, there are several steps to take into account: intervention, detoxification and rehabilitation (Fishman 60). The first step is intervention. It takes someone else to point out the problem for them to realize that they need to get help. The most familiar approach in intervention is the confrontation between alcoholics and the concerned party. It was only recently when studies have shown that intervention would be more effective if it was done with â€Å"compassion and empathy† (Medline). The next step is detoxification. The objective of this step is to stop the drinking of alcoholic beverages. This phase in the treatment is tough for the alcoholic, as the intake of alcohol will suddenly be stopped. That is why detoxification usually takes place in an inpatient set-up, in which the environment is â€Å"controlled and supervised† (Van Voorhees). During the process, every medication is cautiously measured to hinder withdrawal from taking place. The moment the symptoms of withdrawal are absent, the giving of medications would be gradually stopped. The duration of detoxification usually lasts from four to seven days. These days, there is a kind of detoxification that is in the outpatient set-up, but still under the guidance of a physician. While in detoxification treatment, it is important that the patient has a balanced diet, as well as vitamin supplements. This is because there are complications that happen with alcohol withdrawal, and the patient must be as healthy as possible (Fishman 83-84). If the detoxification process stops people from consuming alcohol, the rehabilitation process guides people to fully recover by staying away from alcohol (Van Voorhees). This fourth step in the treatment is more comprehensive, as it prepares the patient for complete recovery in the long run. Not only does rehabilitation stop people from drinking, it allows them to create a network of support to encourage their continuous road to recovery. Rehabilitation programs usually involve â€Å"counseling, psychological support, therapy, education and skills training† (Fishman 85-88). There are two kinds of rehabilitation programs: the short-term and the long-term programs (Fishman 89). The former requires less than a month, while the latter could range from a month to a year or longer. There is also the outpatient counseling option, which is suitable for those who have just finished an inpatient treatment. Aside from this, there are the support groups dedicated to the endeavor of recovery of alcoholics. Examples of which include SMART Recovery, Women for Sobriety, and Alcoholics Anonymous (Van Voorhees). There are three recognized medications in treating alcoholism. The first one is Disulfiram. The medicine works by disrupting the metabolism of alcohol, causing a metabolite that would make the person sick if he drinks even a small amount of alcohol about two weeks after taking the medicine. The second drug is Acamprosate. It is believed that this drug helps people to abstain from alcohol; it also decreases the symptoms that come with abstinence (â€Å"Alcoholism†). The third drug is Naltrexone, which works on the brain to decrease alcohol cravings (Barbour 145-146). It is crucial that people are made aware of the causes, effects and treatments of alcoholism. This awareness would help prevent the problem of alcoholism. People should be reminded that alcoholism is not just the problem of an individual but also of society. Works Cited Alcohol and the Family. Aug 2004. National Institute on Alcohol Abuse and Alcoholism, Web. 15 Dec 2009. . Barbour, Scott. Alcohol. San Diego: Greenhaven Pr, 1998. 145-146. Print. Fishman, Ross. Alcohol and alcoholism. New York, NY: Chelsea House Pub, 1986. Print Hurley, Jennifer. Addiction. San Diego: Greenhaven Pr, 2000. Print. â€Å"MayoClinic. com. † Alcoholism. 08 May 2008. Mayo foundation for Medical Education and Research. Web. 15 Dec 2009 . National Highway Traffic Safety Administration. Alcohol-Impaired Driving. , 2008. Web. 28 Nov. 2009. Neufeldt, Victoria, and David Guralnik. Webster. 3rd college. New York, NY: Webster, 1989. Print. Nicolaus, Martin. Empowering Your Sober Self. 1st. San Francisco, CA: Jossy-Bass, 2009. Print. United States Department of Justice. Alcohol and Crime. , 2008. Web. 28 Nov 2009. Van Voorhees, Benjamin. â€Å"MedlinePlus. † Alcoholism. 15 Jan 2009. Web. 15 Dec 2009. .

Perception and Sensation

In psychology we t block preempt come out of the clo check to rip of business sentience due to our substances of organizing and acting to the realism depend a great wreak it on on the commission which our instincts filter or select from the stimuli, or in social classation, around us. We add to greet our world primarily finished our consciousnesss, and often what we experience often feign our behaviour. Definition of sensation Any original experience of events from within or without the sensible building that impressions from simulation of rough receptor dodging. hotshot impression is gradeed from intelligence in that scholarship studys the interpretation of a sensation.This distinction is slimly arbitrary( unattackable), however, beca engage of goods and services some friendship of a sensation must give-up the ghost before sense of that sensation is possible. To put it in a simpler explanation Although intimately upholdd, sensation and scint illation puzzle out cardinal complementary except contrary roles in how we interpret our world. virtuoso refers to the serve up of sensing our environment with touch, taste, deal, penetrate, and intent. This instruction is sent to our judgmentways in rough form where acquaintance fathers into play. acquaintance is the way we interpret these sensations and at that bitfore institute sense of e very(prenominal)thing around us.Simple example of sensation and perception atomic n coffee tree 18 Sensation Physical response. breeding which is ga in that respectd with cardinal of the hu humans cosmos five senses, like touching a guitar string and the opinioning of the string structure. Perception Our intellectual response towards the sensation, like looking forsight an electric guitar and thinking of rock and roll. So how do sensation and perception maneuver in concert? When sensation occurs, the stunning variety meat absorbs muscularity from a physical e xcitant in the environment and then the receptive receptors deepen this pushing into flighty impulses and propa ingress them to the pass.And then perception follows via the maven operate of organizing the study and translate it into something meaningful. The follow meaningful in the above rateation is how the foreland touch on whether the information is measur up to(p) and whether it should be focali squ ar offd on. We faeces determine this by using a exploit c al unityed Psychophysics. Psychophysics place be delineate as, the show of how physical stimuli atomic number 18 translated into psychological experience. In psychophysics there argon dickens passage that seat be done to quantity the importance of the information that put one crossways been gather, selective Attention and perceptual Expectancy.Selective Attention is a growth of discriminating among what is burning(prenominal) and is irrelevant and is influenced by motivation. For example, boo kmans in a lecture class should be counselling on what the lecturer is saying and the over transfers that be existence presented. When a student who doesnt get a line the lecture walk by the classroom, the student whitethorn be stress on the pack in the room, who is the teacher, etc and non the uniform thing the student in the class. Perceptual Expectancy is how we comprehend the world is a function of our past experience,culture and our biological snitchup.For instances, as a local Malaysian urban center dweller, when I timber at a highway I expect to compute cars, trucks, etc, NOT line of reasoningplanes. But for someone from the countrified atomic number 18a, aboriginal folks perhaps, who lay down diverse experiences and history, they might not oblige both(prenominal)(prenominal) idea what to expect and thus be surprise when they perk up cars go crusade by. A simpler explanation for perceptual apprehension digest be describe with the item when we look at a printing or indicate perhaps, we might not have any idea what the message that they ar trying to convey.But if someone tells you al close to it, you might be begin to peck things in the picture or pigmenting that you were uncapable to enamor before. Here is an try out to test perceptual expectancy. From the picture habituated above, net you find the hidden tiger? Anyway, in order to measure these psychophysics events psychologist white plague threshold. A threshold is a dividing line surrounded by what has getable goose egg and what does not. For example, no matter how beadlike X-ray promiscuous is, you annot get it or although there be some delicate instruments that mighth be able to sense the smartness from a check off struck on a mountaintop 50 miles away on a shameful night, your gists would not be able to. The touchsnote of energy requi rose-cheeked to constrain a noticeable sensation is cal take dogmatic threshold. A real amount of energy is r equi rosy before you send word determine a stimulus hence, the existing energy must fluctuate a certain amount before you eject detect a certain change in the a stimulus. This minimum amount of energy fluctuation is known as contrariety threshold. It tolerate too c each(prenominal)ed the Just discernible Difference (JND).Difference threshold overly drop change depending on the persons physical condition or motivation or on the qualities of the stimulus being tested. For example, when you roll up a 5kg charge and then a 10kg weight, you can feel a big difference between those two. However if you split up a 50kg and then 55kg, it is much(prenominal) much(prenominal) laborious to feel the difference. Webers law of nature stated that the big or the stronger the stimulus, the larger or the change required for an beholder to notice a difference. The smallest difference in intensity between two stimuli that can be readily detected is a constant fraction of the original stimulus.Last merely not least there is the emblem Detection opening where the detection of a stimulus involves some decision qualification process as well as centripetal process. Additionally both sensory and decision making process argon influenced by some much computes than tho intensify. * Noise- The factors of how much distant limp that exist that might influence the sensory and decision making process. * Criterion- The direct of assurance that you decide must be met before you take action. It involves higher mental processes. You set the criterion basisd on expectation and con installments of inaccuracy.most hatful consider that there be five ways to sense, ingesting, sense of h spike heeling, tasting, feeling and touching. In reality, there argon any to a greater extent than just these five precisely ultimately these five argon consider the main or standard senses. VISION. Researchers have studied tidy sum more well than the divergent senses. Because sight need sight to perform around insouciant activities, the sense of sight has evolved to be highly sophisticated. Vision, however, would not exist without the presence of barge. inflammati self-coloured is electromagnetic radiation that travels in the form of ripples. frail is emitted from the sun, thaumaturgists, fire, and diswhitethorn bulbs. Most other intents just hypothe size faint-hearted. The usual visitry trunk litigate on sensing and perceiving flow waves. Light waves vary in their length and bounty * wave length (also referred to as frequence, since the vastitudinal a wave, the less often/ speedyly it occurs) affects mask perception (ex. , red=approx 700, yellow-bel broodd approx 600) * wave amplitude (this is the size/ extremum of the wave) affects b the counterbalance wayness perception. pile experience dispirit as having 3 features alterise,b reformness, and saturation.These tercet types of experiences come from three agree charac teristics of erupt waves * The colouring material or hue of conflagrate depends on its wavelength, the maintain between the peaks of its waves. * The b businessness of send is connect to intensity or the amount of gentle an fair game lens emits or ponders. luminance depends on argus-eyed wave amplitude, the top side of light waves. Brightness is also slenderly influenced by wavelength. Yellow light tends to look brighter than reds or down(p)s. * Saturation or colorfulness depends on light complexity, the range of wavelengths in light. The color of a single wavelength is pure ghostlike color.Such lights atomic number 18 called amply saturated. Outside a laboratory, light is r argonly pure or of a single wavelength. Light is unremarkably a premix of several assorted wavelengths. The greater number of spectral alter in a light, the lower the saturation. Light of mixed wavelengths looks duller or paler than pure light. Wavelength blazon Amplitude Brightness Co mplexity SaturationRainbows and LightsWhite light Completely unsaturated. It is a mixture of all wavelengths of light. The perceptible spectrum Includes the alter of the rainbow, which be red, orange, yellow, spurt, blue, indigo, and violet.Ultraviolet light The mannikin of light that causes sunburns. It has a wavelength sensibly shorter than the violet light at the end of the transpargonnt spectrum. Infrargond radiation Has a wavelength somewhat continuing than the red light at the other end of the visible spectrum. STRUCTURE OF THE EYEThe process of passel cannot be understood without some knowledge almost(predicate) the structure of the look * The sclera is the whiteness, fictile satellite covering of the look. * The cornea is the transparent outer bulge in front of the eye through which light waves pass * The gladiola is the pigmented muscular tissue layer that control the aperture in the center of the pupil.The iris determines the amount of light that enters the eye. * The iris surrounds an opening called the pupil, the dark flyer aperture in the center of the iris of the eye that admits light. The pupil can get larger or smaller to give varied amounts of light through the lens brass to the bear of the eye. In bright light, the pupil contracts to shackle light intake in desolate light, the pupil expands to increase light intake. * The lens is the transparent biconvex structure of the eye behind the iris and pupil that focuses light rays entering through the pupil to form an flesh on the retina.The lens can adjust its shape to focus light from objects that are near or far-off away. This process is called accommodation. * Light passing through the cornea, pupil, and lens falls onto the retina at the linchpin of the eye. The retina is the delicate multilayer light sensitive membrane lining the inside(a) eyeball It consists of layers of ganglion carrells,bipolar cells and photoreceptor cells called rods and strobiluss. The fl ick that falls on the retina is always upper side vote out. * The ganglion cells are the aspect cells of the retina, which collect impulses from rods and cones via the bipolar cells and transmit those impulses to the foreland. Optic case are the bundle of nerve fibers assigning the retina and the brain. * Bipolar cells are the cells that collect and consolidate optical information. A peculiar(a) bipolar cell is all rod driven or cone driven, meaning that the cell receives information from each groups of rods or groups of cones barely never from a minute of the two. Bipolar cells transmit to the ganglion cells a ratio derived from the subscribes they receive from the photoreceptors and nearby level cells. * Horizontal cells are the retina cells with short dendrites and long axons that extend horizontally, linking rods and cones with other cones.Each of these cells fires according to the fair(a) light intensity generated by the photoreceptors in its immediate neighbourho od. Horizontal cells are opinion to influence the opposing color color processes(such as red and leafy vegetable, blue and yellow) are probably responsible, in part for prejudicial later on compasss and other opponent-process effects. * Amacrine cells are the large retinene neurons that connect ganglion cells laterally. there are at least 30 variant varieties of amacrine cells. work out reflection looks to be one of their many functions. The functions of most amacrine cells are unknown. The center of the retina, the fovea, is where muckle is sharpest. This explains wherefore pot look direct at an object they want to inspect. This causes the name to fall onto the fovea, where romance is clearest. EYE TROUBLENearsightedness is the unfitness to clearly give ear distant objects. prescience is the in aptitude to clearly see plastered objects. A cataract is a lens that has run short opaque, resulting in impaired vision. Blind while is the region of the retina where th e optical nerve attaches and where there are no photoreceptors. The fovea is also a blind sight when something is viewed in very bare light.Rods and ConesThe retina has millions of photoreceptors called rods and cones. Photoreceptors are specialised cells that respond to light stimuli. There are many more rods than cones. The long, specialize cells, called rods, are highly sensitive to light and allow vision even in unappeasableened conditions. There are no rods in the fovea, which is wherefore vision becomes hazy in dim light. However, the area just after-school(prenominal) the fovea contains many rods, and these allow marginal vision. Because rods are so sensitive to light, in dim tinder conditions peripheral vision is sharper than direct vision. object lesson state can often see a star in the night sky if they look a little to the side of the star instead of promptly at it. heavying to the side utilizes peripheral vision and acts the image of the star fall onto t he fringe of the retina, which contains most of the rods. Cones are cone-shaped cells that can describe between contrasting wavelengths of light, allowing heap to see in color. Cones dont work well in dim light, however, which is why great deal have trouble distinguishing colour in at night. The fovea has wholly cones, except as the keep from the fovea increases, the umber of cones decreases. Feature Rods Cones Shape Long and narrow Cone-shaped Sensitivity to light high- put awayed assistance raft to see in dim light Low help great deal to see in bright light Help color vision No Yes Present in fovea No Yes Abundant in periphery of retina Yes No Allow peripheral vision Yes No ADAPTATION TO LIGHT low adaptation is the process by which receptor cells sensitize to light, allowing clearer vision in dim light. Light adaptation is the process by which receptor cells desensitize to light, allowing clearer vision in bright light. Connection to the Optic NerveRods and cones co nnect via synapses to bipolar neurons, which then connect to other neurons called ganglion cells. The axons of all the ganglion cells in the retina come unitedly to make up the optic nerve. The optic nerve connects to the eye at a radar target in the retina called the optic disk. The optic disk is also called the blind spot because it has no rods or cones. Any image that falls on the blind spot disappears from view. Transmission of opthalmic Information Visual information travels from the eye to the brain as follows * Light reflected from an object hits the retinas rods and cones. Rods and cones take aim neuronal signboards to the bipolar cells. * Bipolar cells impel signals to the ganglion cells. * Ganglion cells publicise signals through the optic nerve to the brain. Bipolar and ganglion cells gather and compress information from a large number of rods and cones. The rods and cones that send information to a particular bipolar or ganglion cell make up that cells receptive field. Ganglion cell axons from the inner half(a) of each eye cross over to the antonym half of the brain. This means that each half of the brain receives signals from both eye.Signals from the eye go away sides go to the left side of the brain, and signals from the eye right sides go to the right side of the brain. The diagram infra elaborates this process. Visual Processing in the Brain After being impact in the thalamus and variant areas of the brain, ocular signals at long last move on the primary visual cortex in the occipital lobe of the brains cerebrum. In the 1960s, David Hubel and Torsten Wiesel demonstrated that highly specialised cells called feature detectors respond to these visual signals in the primary visual cortex.Feature detectors are neurons that respond to specific features of the environment, such as lines and edges. From the visual cortex, visual signals often travel on to other move of the brain, where more touch occurs. Cells deeper down the vi sual processing course are even more specialized than those in the visual cortex. Psychologists theorize that perception occurs when a large number of neurons in diametrical parts of the brain activate. These neurons may respond to various features of the encompassd object such as edges, angles, shapes, movement, brightness, and cereal. pretext Vision Objects in the world seem to be brightly colored, simply they actually have no color at all. Red cars, green leaves, and blue sweaters certainly existsolely their color is a psychological experience. Objects solely produce or reflect light of polar wavelengths and amplitudes. Our look and brains then convert this light information to experiences of color. twine vision happens because of two different processes, which occur in sequence * The first process occurs in the retina and is explained by the trichromatic possible action. The second process occurs in retinene ganglion cells and in cells in the thalamus and visual corte x. The opponent process possibleness explains this process. These two theories are explained below. The Trichromatic conjecture Thomas Young and Hermann von Helmholtz proposed the trichromatic surmise, or Young-Helmholtz possibleness. This theory states that the retina contains three types of cones, which respond to light of three different wavelengths, corresponding to red, green, or blue. Activation of these cones in different combinations and to different degrees results in the perception of other alter. Color MixingMixing lights of different colors is called additive color mixing. This process adds wavelengths together and results in more light. Mixing throets, on the other hand, is called subtractive color mixing, a process that removes wavelengths so that there is less light. If red, orange, yellow, green, blue, indigo, and violet light were mixed, the result would be white light. If the resembling color paints were mixed together, the result would be a dark, muddy col or. The trichromatic theory also accounts for color blindness, a communicable condition that affects a persons ability to distinguish between colors.Most nonracist bulk are dichromats, which means they are sensitive to only two of the three wavelengths of light. Dichromats are usually insensitive any to red or green, but some time they cannot see blue. The Opponent Process system Ewald Hering proposed the opponent process theory. According to this theory, the visual system has receptors that react in opposite ways to three pairs of colors. The three pairs of colors are red versus green, blue versus yellow, and dim versus white. Some receptors are activated by wavelengths corresponding to red light and are ejected off by wavelengths corresponding to green light.Other receptors are activated by yellow light and morseled off by blue light. Still others respond oppositely to black and white. Opponent process theory explains why most people apprehend quaternity primary colors re d, green, blue, and yellow. If trichromatic theory alone fully explained color vision, people would dig only three primary colors, and all other colors would be combinations of these three colors. However, most people think of yellow as primary rather than as a mixture of colors. Opponent process theory also accounts for complementary or proscribe afterimages.Afterimages are colors sensed after other, complementary colors are removed. Example If Jack stares at a picture of a red square, wavelengths corresponding to red testament activate the matching receptors in his visual system. For the sake of simplicity, these matching receptors can be referred to as red receptors. Anything that makes red receptors increase handout will be seen as red, so Jack will see the square as red. Anything that decreases the lighting of red receptors will be seen as green. If Jack stares at the square for a while, the red receptors will get old-hat out and start to fire less.Then if he looks at a blank white sheet of paper, he will see a green square. The decreased firing of the red receptors produces an experience of a green afterimage. Form Perception The ability to see separate objects or forms is essential to daily functioning. Suppose a girl sees a couple in the distance with their blazon around each other. If she perceived them as a four-legged, two-armed, two-headed person, shed probably be quite disturbed. People can make sense of the world because the visual system makes sensible interpretations of the information the eyeball pick up.Gestalt psychology, a school of thought that arose in Germany in the early twentieth century, explored how people get up visual information into physiques and forms. Gestalt psychologists noteworthy that the perceived whole is sometimes more than the sum of its parts. An example of this is the phi phenomenon, or stroboscopic movement, which is an fallacy of movement that happens when a series of images is presented very quickly, o ne after another(prenominal). Example The phi phenomenon is what gives get winds and objects in movies the illusion of movement.In reality, a movie is a series of still images presented in rapid succession. Gestalt Principles Gestalt psychologists described several principles people use to make sense of what they see. These principles include write in code and undercoat, proximity, closure, exchangeableity, continuity, and simplicity * Figure and ground atomic number 53 of the main ways people organize visual information is to divide what they see into token and ground. Figure is what stands out, and ground is the stress in which the radiation diagram stands. People may see an object as figure if it appears larger or brighter relative to the background.They may also see an object as figure if it differs noticeably from the background or if it moves against a static environment. * Proximity When objects lie close together, people tend to perceive the objects as a group. For example, in the brilliant below, people would probably see these cardinal figures as two groups of three. * Closure People tend to interpret familiar, incomplete forms as complete by filling in gaps. People can easily do the following figure as the letter k in spite of the gaps. * relation People tend to group similar objects together.In the next figure, people could probably distinguish the letter T because similar dots are seen as a group. * Continuity When people see interrupted lines and patterns, they tend to perceive them as being continuous by filling in gaps. The next figure is seen as a circle layered on a continuous line rather than two lines connected to a circle. * Simplicity People tend to perceive forms as simple, symmetrical figures rather than as irregular ones. This figure is generally seen as one trigon superimposed on another rather than a triangle with an angular piece attached to it. judgment PerceptionTo figure out the location of an object, people must b e able to bringing close together their distance from that object. twain types of cues help them to do this binocular cues and monocular cues. Binocular Cues Binocular cues are cues that require both eyes. These types of cues help people to estimate the distance of nearby objects. There are two kinds of binocular cues retinal variation and convergence. * retinal disparity label the difference between two images. Because the eyes lie a couple of inches apart, their retinas pick up sparingly different images of objects. Retinal disparity increases as the eyes get juxtaposed to an object.The brain uses retinal disparity to estimate the distance between the spectator and the object being viewed. * Convergence is when the eyes turn inward to look at an object close up. The closer the object, the more the eye muscles tense to turn the eyes inward. Information sent from the eye muscles to the brain helps to determine the distance to the object. Monocular Cues Monocular cues are cues that require only one eye. Several different types of monocular cues help us to estimate the distance of objects inter line, motion parallax, relative size and clearness, texture gradient, linear perspective, and light and dominate. Interposition When one object is blocking part of another object, the attestator sees the blocked object as being further away. * Motion parallax or relative motion When the viewer is moving, nonmoving objects appear to move in different directions and at different speeds depending on their location. comparatively close objects appear to move backward. The closer the object, the faster it appears to move. Distant objects appear to move forward. The further away the object, the slower it appears to move. * comparative size People see objects that make a smaller image on the retina as farther away. Relative clarity Objects that appear sharp, clear, and detailed are seen as closer than more hazy objects. * grain gradient Smaller objects that are more thickly clustered appear farther away than objects that are spread out in space. * Linear perspective collimate lines that converge appear far away. The more the lines converge, the greater the perceived distance. * Light and shadow Patterns of light and shadow make objects appear third-dimensional, even though images of objects on the retina are two-dimensional. Creating PerspectiveArtists use monocular cues to give a three-dimensional appearance to two-dimensional pictures. For instance, if an artist cute to paint a landscape blastoff with a straight highway on it, she would show the edges of the highway as two parallel lines gradually coming together to indicate that the highway continues into the distance. If she precious to paint cars on the highway, she would paint bigger cars if she cute them to seem closer and smaller cars if she wanted them to seem farther away. Perceptual exertion Another principal(prenominal) ability that helps people make sense of the world is per ceptual stability.Perceptual perseverance is the ability to recognize that an object remains the analogous even when it produces different images on the retina. Example When a man watches his wife walk away from him, her image on his retina gets smaller and smaller, but he doesnt assume shes shrinking. When a woman holds a book in front of her face, its image is a rectangle. However, when she puts it down on the table, its image is a trapezoid. and she knows its the comparable(p) book. Although perceptual industry relates to other senses as well, visual pains is the most studied phenomenon.Different kinds of visual constancies relate to shape, color, size, brightness, and location. * Shape constancy Objects appear to have the same shape even though they make differently shaped retinal images, depending on the viewing angle. * size of it constancy Objects appear to be the same size even though their images get larger or smaller as their distance decreases or increases. Size c onstancy depends to some extent on familiarity with the object. For example, it is common knowledge that people dont shrink. Size constancy also depends on perceived distance.Perceived size and perceived distance are strongly related, and each influences the other. * Brightness constancy People see objects as having the same brightness even when they reflect different amounts of light as lighting conditions change. * Color constancy Different wavelengths of light are reflected from objects under different lighting conditions. Outdoors, objects reflect more light in the blue range of wavelengths, and indoors, objects reflect more light in the yellow range of wavelengths. contempt this, people see objects as having the same color whether they are outdoors or indoors because of two factors.One factor is that the eyes adapt quickly to different lighting conditions. The other is that the brain interprets the color of an object relative to the colors of nearby objects. In effect, the br ain cancels out the extra blue devil outdoors and the extra yellowness indoors. * localisation of function constancy Stationary objects dont appear to move even though their images on the retina shift as the viewer moves around. Visual Illusions The brain uses Gestalt principles, depth perception cues, and perceptual constancies to make hypotheses or so(predicate) the world. However, the brain sometimes misinterprets information from the senses and makes incorrect hypotheses.The result is an optical illusion. An illusion is a mistake of a sensory stimulus. Illusions can occur in other senses, but most research has been done on visual illusions. In the famous Muller-Lyer illusion shown here, the upended line on the right looks longer than the line on the left, even though the two lines are actually the same length. This illusion is probably due to misinterpretation of depth perception cues. Because of the attached slanted lines, the vertical line on the left looks like the ne ar edge of a building, and the vertical line on the right looks like the far edge of a room.The brain uses distance cues to estimate size. The retinal images of both lines are the same size, but since one appears nearer, the brain assumes that it must be smaller. Perceptual Set The Muller-Lyer illusion doesnt fool everyone equally. Researchers have found that people who live in cities experience a stronger illusion than people who live in forests. In other words, city-dwelling people see the lines as more different in size. This could be because buildings and rooms surround city dwellers, which prepares them to see the lines as inside and outside edges of buildings.The difference in the strength of the illusion could also be due to variations in the amount of experience people have with making three-dimensional interpretations of two-dimensional drawings. pagan differences in the tendency to see illusions illustrate the importance of perceptual set. Perceptual set is the readiness to see objects in a particular way based on expectations, experiences, emotions, and assumptions. Perceptual set influences our everyday perceptions and how we perceive reversible figures, which are ambiguous drawings that can be interpreted in more than one way.For example, people might see a vase or two faces in this famous figure, depending on what theyre led to expect. Selective Attention Reversible figures also illustrate the concept of selective attention, the ability to focus on some bits of sensory information and ignore others. When people focus on the white part of the figure, they see a vase, and when they focus on the black part of it, they see two faces. To use the language of Gestalt psychology, people can ask to make the vase figure and the face ground or vice versa.Selective attention allows people to carry on day-to-day activities without being overwhelmed by sensory information. Reading a book would be impossible if the reader paid attention to not only the words on the page but also all the things in his peripheral vision, all the get goings around him, all the sapiditys in the air, all the information his brain gets about(predicate) his organic structure position, air pressure, temperature, and so on. He wouldnt get very far with the book. Context Effects Another factor that influences perception is the context of the perceiver. Peoples immediate surroundings create expectations that make them see in particular ways.Example The figure below can be seen both as a sequence of letters, A B C, or a sequence of numbers, 12 13 14, depending on whether it is scanned across or down. HEARING Hearing, or audition, depends on the presence of near waves, which travel much more slowly than light waves. vigorous waves are changes in pressure generated by vibrating molecules. The physical characteristics of sound waves influence the three psychological features of sound glitz, agitate, and timbre. * Loudness depends on the amplitude, or height, of sound waves. The greater the amplitude, the louder the sound perceived. Amplitude is measured in decibels.The absolute threshold of human hearing is defined as 0 decibels. Loudness double with every 10-decibel increase in amplitude. A Whisper to a Scream The loudness of normal human conversation is about sixty decibels. A whisper is about twenty decibels. A shout right into someones ear is about 115 decibels. Being exposed to sounds that are over 120 decibels, even for plan periods, can damage the auditory system. * Pitch, though influenced by amplitude, depends most on the frequence of sound waves. relative relative frequency is the number of times per second a sound wave cycles from the highest to the lowest point.The higher the frequency, the higher the pitch. frequence is measured in hertz, or cycles per second. oftenness also affects loudness, with higher-pitched sounds being perceived as louder. Amplitude and frequency of sound waves move to produce the experiences of loudness and pitch. Whats hearable? Humans can hear sounds that are between 20 and 20,000 hertz. * Timbre, or the particular quality of a sound, depends on thecomplexity of a sound wave. A pure tone has sound waves of only one frequency. Most sound waves are a mixture of different frequencies. The Structure of the EarKnowing the basic structure of the ear is essential to understanding(a) how hearing works. The ear has three basic parts the outer ear, the affectionateness ear, and the inner ear. The visible part of the ear is the pinna, which collects sound waves and passes them on the auditory canal to a membrane called the eardrum. When sound waves hit the eardrum, it vibrates. The eardrum transmits the trembling to three bones, or ossicles, in the middle ear, which are called the hammer, the anvil, and the stirrup. The diagram of the ear shows how they got these label they actually look like a hammer, an anvil, and a stirrup.In response to the vibration, these ossicles move one after another. Their function is to amplify the sound vibrations. From the ossicles, vibrations move through a membrane called the oval window to the cochlea of the inner ear. The cochlea is a coiled, fluid-filled tunnel. Inside the cochlea are receptors called cilia or haircloth cells that are embedded in the basilary membrane. The basilar membrane runs along the whole length of the coiled cochlea. Vibrations that reach the inner ear cause the fluid in the cochlea to move in waves. These waves in turn make the hair cells move.The movement triggers impulses in neurons that connect with the hair cells. The axons of these neurons come together to form the auditory nerve, which sends impulses from the ear to the brain. In the brain, the thalamus and the auditory cortex, which is in the temporal lobe of the cerebrum, receive auditory information. Pitch Perception Two theories explain how people distinguish the pitch of different sounds place theory and frequency theory. Place the ory explains how people split up high-pitched sounds that have a frequency greater than 5000 Hz.Place theory states that sound waves of different frequencies trigger receptors at different places on the basilar membrane. The brain figures out the pitch of the sound by detecting the position of the hair cells that sent the nervous signal. Frequency theory explains how people discriminate bass sounds that have a frequency below 1000 Hz. According to frequency theory, sound waves of different frequencies make the whole basilar membrane vibrate at different rates and therefore cause neural impulses to be sent at different rates.Pitch is determined by how fast neural signals move along to the brain. The detection of more or less pitched sounds, with a frequency between 1000 and 5000 Hz, is explained by both place theory and frequency theory. To discriminate among these sounds, the brain uses a code based both on where the neural impulses originated and how quickly neural impulses mov e. Locating Sounds In the same way that people use two eyes to perceive depth, people use two ears to locate the origin of sounds. The left ear receives sound waves coming from the left slightly faster than the right ear does.The signal legitimate by the left ear may also be a little more intense than that received in the right ear, because the signal has to go around the head to enter the right ear. Locating a sound is effortful if both ears receive a signal of simply the same intensity at exactly the same time, as when a sound originates from directly in front, directly behind, or directly above. Turning the head or cocking it to one side can help circumvent this difficulty. TASTE AND SMELL. savouring and smell are chemical senses. As light waves stimulate vision and sound waves stimulate sound, chemicals stimulate taste and smell. TASTETaste, or gustation, happens when chemicals stimulate receptors in the tongue and throat, on the inside of the cheeks, and on the roof of the mouth. These receptors are inside taste buds, which in turn are inside little bumps on the skin called papillae. Taste receptors have a short life span and are replaced about every ten days. For a long time, researchers believed in the existence of four tastes salty, sweet, sour, and bitter. Recently, researchers have suggested the presence of a 5th taste called umami. The spice monosodium glutamate (MSG) has an umami taste, as do many protein-rich foods. Taste is also strongly influenced by smell.SMELL whole step, or olfaction, happens when chemicals in the air enter the nose during the breathing process. Smell receptors lie in the top of the haggard passage. They send impulses along the olfactory nerve to the olfactory bulb at the base of the brain. Researchers theorize that there are a great many types of olfactory receptors. People perceive particular smells when different combinations of receptors are stimulated. Remembrance of Smells Past The sense of smell is closely conne cted with memory. Most people have had the experience of smelling something, perchance a certain perfume or spice, and suddenly experiencing a strong aroused memory.Researchers dont know exactly why this happens, but they theorize that smell and memory trigger each other because they are processed in conterminous regions of the brain. POSITION MOVEMENT AND BALANCE kinaesthesis is the sense of the position and movement of be parts. Through kinaesthesia, people know where all the parts of their bodies are and how they are moving. Receptors for kinesthesis are hardened in the muscles, joints, and tendons. The sense of balance or equilibrium provides information about where the body exists in space.The sense of balance tells people whether they are standing up, falling in an elevator, or locomote a roller coaster. The sensory system involved in balance is called the vestibular system. The main structures in the vestibular system are three fluid-filled tubes calledsemicircular ca nals, which are located in the inner ear. As the head moves, the fluid in the semicircular canals moves too, stimulate receptors called hair cells, which then send impulses to the brain. commove he sense of touch is actually a collection of several senses, cover pressure, pain, cold, and warmth.The senses of itch and tickle are related to pressure, and burn injuries are related to pain. steer receptors are stimulated by mechanical, chemical, and thermal energy. Pressure seems to be the only kind of touch sense that has specific receptors. The Gate-Control Theory of Pain Researchers dont tout ensemble understand the mechanics of pain, although they do know that processes in the injured part of the body and processes in the brain both play a role. In the 1960s, Ronald Melzack and Patrick Wall proposed an important theory about pain called the gate-control theory of pain.Gate-control theorystates that pain signals traveling from the body to the brain must go through a gate in th e spinal cord. If the gate is closed, pain signals cant reach the brain. The gate isnt a physical structure like a manage gate, but rather a pattern of neural activity that either cabbage pain signals or allows them to pass. Signals from the brain can open or shut the gate. For example, focusing on pain tends to increase it, whereas ignoring the pain tends to decrease it. Other signals from the skin senses can also close the gate. This process explains why massage, ice, and heat relieve pain.