John Steinbeck Essay Example for Free

John Steinbeck Essay Of Mice and Men (to now be referred to as M+M) is full of human suffering for a number of reasons. The foremost is that Steinbeck wants to paint a picture of the real life for men, and women, working in the unstable environment that was 1930s America. His book, although it is fiction, is based upon the reality of ranch life during the Great Depression. As Steinbeck released M+M in 1937, he would have had ample fact to base the novella upon truths. The book centres on the real tragedies of real men and the dream that was fantasised about and yet rarely achieved. By using reality as a base for his novella, Steinbeck allows the reader to empathise with the harshness and fear that is represented by ranch life. Although some parts of the book seem as though the characters have been through unbelievable scenarios, we must remember that to create the feeling of real human suffering, Steinbeck used a microcosm of all ranch workers. This is so we can see the full extent to which ranch life, the Dust Bowl and 1930s America, actually affected the masses. A main aspect of this suffering is the loneliness which all of the characters, bar George and Lennie, experience. In M+M Steinbeck has a small, yet effective, cast of characters, all of whom embody suffering in one way or another. The main characters are George and Lennie and Steinbeck uses them to express the longing for freedom. George is a victim of suffering in many ways. He suffers because he is bound to Lennie and must look after him. Although at points in the book, George expresses regret about having Lennie; he will not let him go for fear of being alone. George would rather look after Lennie than be on his own. Cause I want you to stay with me. George experiences the loss of jobs and therefore the loss of money through the Great Depression and also Lennies naivety, which often causes trouble for the pair, especially when coupled with Lennies strength. Reasons, for which, the pair was forced to run away from jobs in Weed. This, in turn, makes their lives harder as they struggle to stay financially stable and to find a place in which to live in relative comfort. George also suffers the loss of a dream. For a time, George has envisioned a house of his own in which he lives with Lennie. It has become a reassurance for the men, that everything will turn out right and that they should keep hope. It is the opposite of their suffering. Were gonna have a little house When George shoots Lennie all of this becomes false. There is no longer a sanctuary for the men because without Lennie the microcosm, their microcosm, of the American Dream cannot, and will not, come to fruition. This is where George experiences the mental anguish and suffering at losing both his best friend and his hopes for the future. Psychologically the suffering overwhelms anything that George has felt before and Steinbeck shows us the fragility of life and the unpredictability of the ranch. For Lennie, the suffering is that of a different kind. Due to his mental disabilities, he isnt affected by a fear of loneliness as the others are. To him, George will always be there. This does not mean that he feels no suffering throughout the story; in fact he perhaps suffers the most without realising it. Lennie is angry and scared when Crooks suggests that George might not come back. This is where Lennie suffers the most, he is victimised by Crooks and he doesnt know what to do. Crooks chooses Lennie to attack because he cannot do it to anyone else. In this there is a certain irony, as it is Lennies innocence and naivety which lend themselves to Crooks in bullying him. Spose he gets killed or hurt so he cant come back. Lennie shares the same ideals as George, especially that of the dream home they could have. In Lennies case, he is more preoccupied with tending the rabbits than what the benefits of not working could bring him. How I get to tend the rabbits. Lennie suffers as a child suffers; this is because, mentally, he is a child, despite the fact that he is physically a grown man. We see evidence of this child-like suffering when he blames himself for what has happened to their jobs, when he hallucinates by the brush. You do bad things He suffers from grief when he kills his mouse and his pup by accident and he also suffers at the hands of Curley, although he fights back, he still feels scared and vulnerable, as a child would. George is the one who tells him what he should do. Get im Lennie!.. I said get him. It is easy to assume that George uses Lennie for his own ends but, as we see in the story, this is not true. In fact when it comes to the ultimate suffering, Lennies death, George makes it more bearable for Lennie and shoots him with mercy. Steinbeck is trying to show that although ranch life was full of suffering, there were cases where true friendships/relationships might occur. However, Steinbeck also uses Lennies death to mean that hardly anything survived life on the ranch, whether it were friendships or people themselves. Slim and Carlson do not have their own cases of suffering, instead they symbolise the average ranch workers life. They suffer from low pay, poor quality of life and loneliness. The hardships of the ranches are shown in Carlson especially, as he has no feelings for Candys dog or Candy, only that the dog is making his life worse than it already is. God awmighty, that dog stinks. Although Slim suffers from the same difficulties as Carlson; he reacts in a different way. He is calm and considerate, embodying those who were kinder in the harsh life of the ranch.

Case study: The Treatment of Depression

Case study: The Treatment of Depression Although depression has been recognized as a clinical syndrome for over 2000 years, as yet, no completely satisfactory explanation of its puzzling and paradoxical features has been found. There are still major unresolved issues regarding its nature, its classification and its etiology. (Beck and Alford, 2009, p3) However, the importance of depression is recognised by everyone in the field of mental health. According to Kline, more human suffering has resulted from depression than from any other single disease affecting mankind. (Kline, 1964) Hammen (Hammen,1997,p3) states that the term depression is used in everyday language to describe a range of experiences from a slightly noticeable and temporary mood decrease to a profoundly impaired and even life-threatening disorder. The severity of depression is generally defined according to the number of symptoms present, the severity of the symptoms and the severity of the associated functional impairment or distress. (Whisman, 2008, p66). This is done by health professionals using the Diagnostic and Statistical Manual of Mental Disorders (DSM-IV), a publication where each mood disorder is characterised by a unique set of symptoms or diagnostic criteria which are split into 4 areas: Affective Behavioral Cognitive Somatic The Cost of Depression Government advisor, Lord Layard, worked on a report back in 2004 that outlined mental illness as the biggest social problem facing Britain today. (Layard, 2004) The report pointed to the Psychiatric Morbidity Survey, which suggested that one in six British people would be diagnosed with depression or anxiety at some point in their lives. Yet only one in four of people with emotional disorders receive proper treatment. It imposes heavy costs on the economy (some 2% of GDP) and on the Exchequer (again some 2% of GDP). There are now more mentally ill people drawing incapacity benefits than there are unemployed people on Jobseekers Allowance. Mental illness matters because it causes massive suffering to patients and their families, because it prevents them contributing fully to society, and because it imposes heavy costs on taxpayers. (Layard, 2004). A UK wide strategy to help people with depression was required. The vehicle for this was through the NHS. In September 2007, the UK government launched the biggest state-funded mental health initiative ever. It pledged  £170 million to create a ground-breaking therapy service in Britain, according to health minister Alan Johnson. The service was to include 3,500 extra psychological therapists trained in CBT to be found and trained by 2011. (Evans, 2007). What is CBT? CBT (Cognitive Behavioral Therapy) is the treatment of choice within the NHS for depression. According to The Royal College of Psychiatrists (2010); CBT is a form of psychotherapy which involves: How you think about yourself, the world and other people How what you do affects your thoughts and feelings CBT was developed by Dr Beck, a psychiatrist at the University of Pennsylvania in the early 1960s. Dr Beck had previously studied and practiced psychoanalysis. He designed and carried out a number of experiments to test psychoanalytic concepts on depression. Fully expecting research would validate these fundamental precepts, he was surprised to find the opposite. Beck Institute website (1999-2009) This research led him to begin to look for other ways of conceptualizing depression. Working with depressed patients, he found that they experienced streams of negative thoughts that seemed to pop up spontaneously. He termed these cognitions automatic thoughts, and discovered that their content fell into three categories: negative ideas about themselves, the world and the future. He began helping patients identify and evaluate these thoughts and found that by doing so, patients were able to think more realistically, which led them to feel better emotionally and behave more functionally. (Beck Institute 1999 2009). According to the NHS Choice website (2010) Cognitive Behavioral Therapy differs from most other types of psychotherapies because it is: Pragmatic Highlight structured Focused on current problems Collaborative Cognitive behavioral treatments are developed with particular cognitive contents in mind they are disorder specific. (Scott, 2009, p2) Depression: Cognitive Therapy For people with persistent subthreshold depressive symptoms or mild to moderate depression, consider offering one or more of the following interventions, guided by the persons preference: Individual guided self-help based on the principles of cognitive behavioural therapy (CBT) Computerised cognitive behavioural therapy (CCBT) A structured group physical activity programme Drug treatment Do not use antidepressants routinely to treat persistent subthreshold depressive symptoms or mild depression because the risk-benefit ratio is poor, but consider them for people with: a past history of moderate or severe depression or initial presentation of subthreshold depressive symptoms that have been present for a long period (typically at least 2 years) or subthreshold depressive symptoms or mild depression that persist(s) after other interventions. For Those with Moderate or Severe Depression: For people with moderate or severe depression, medical practitioners are advised to provide a combination of antidepressant medication and a high-intensity psychological intervention (CBT or IPT). (NICE Guidelines 2009) The Royal College of Psychiatrists (2010) highlight the medication used within the NHS for the treatment of depression to include: Tricyclics MAOIs SSRIs SNRIs NASSAs Although medication can help lift the patients mood, it does not tackle any underlying problems they may be experiencing. There are also various known side effects to the medication including abdominal pain, nausea, headache, suicidal thoughts, constipation, blurred vision to name but a few. People react differently to different drugs, so until they try them they are unable to know if they will have a negative impact on them. Psychological therapies can help patients to explore what may have contributed to their depression in the first place, and what might be keeping them depressed. (Depression Alliance UK, 2010) CBT can be done individually or with a group of people. It can also be done from a self-help book or computer programme. Unfortunately, in many parts of the country, there are long waiting lists for CBT and sometimes people end up going to private therapists instead of waiting to see an NHS appointed therapist. The Benefits of CBT in the Treatment of Depression The Royal College of Psychiatrists (2009) state that: CBT is one of the most effective treatments for conditions where anxiety or depression is the main problem. It can help patients break the vicious cycle of altered thinking, feeling and behaviour. It is the most effective psychological treatment for moderate and severe depression. It is as effective as antidepressants for many types of depression. This is also supported by Townend, Grant, Mulhern and Short (2009, p 254) who state that CBT remains the psychological therapy with the widest and broadest evidence base. This is also backed by (Gabbard, Beck and Holmes, 2007, p115), CBT has been demonstrated to be an effective treatment for depression in the large number of studies that have accumulated since the original study by Rush et al (1977). They go on to say that CBT produces a greater improvement in symptoms than no treatment or waiting list controls (Dobson 1989) and demonstrates equivalent efficacy as pharmacotherapy for depression. This is also further supported by (Freeman and Power, 2007, p30) who state, There have been numerous randomised clinic trials that support the efficacy and effectiveness of cognitive therapy for depression, across a variety of clinical settings and populations (for review, see Clark, Beck and Alford 1999; De Rubeis and Crits-Christophe 1998; Dobson 1999; Robinson,Berman and Neimeyer 1990) (Freeman and Power, 2007,p30). According to (Ingram, 2009, p174) In the acute treatment phase, combination therapy, consisting of medication and CBT, has been found to be superior to either medication or CBT used alone for patients with more severe, recurrent or chronic forms of depression. (Gabbard, Beck and Holmes, 2007, p115), state that One of the main potential benefits of CBT for depression is that it reduces relapse / recurrence to a greater extent than antidepressant medication. Today, CBT remains the gold standard for the treatment of depression with psychotherapy (Wasmer-Andrews, 2009, p3). The Limitations of CBT in the Treatment of Depression However, although highly praised, CBT does have its limitations and indeed its critics. In terms of limitations, these are set out below: To benefit from CBT, the patient needs to commit themselves to the process. A therapist can help and advise, but cannot make someones problems go away without the patients co-operation (NHS Choices, 2010). Therefore, the patient needs to be open to CBT and play their part in their recovery, including taking a full part in each therapy and doing their homework in order to recover from depression. This is also highlighted by the Royal College of Psychiatrists (2009) who state that CBT is not a quick fix. A therapist is like a personal trainer that advises and encourages but cannot do it for a patient. If a patient is feeling low, it can be difficult for them to concentrate and get motivated. (Royal College of Psychiatrists,2009) Because of the structured nature of CBT, it may not be suitable for people who have more complex mental health needs or learning difficulties. (NHS Choices, 2010) This is further supported by (Wasmer-Andrews, 2009, p3) who states that CBT has limitations for treating certain groups, including people with treatment-resistant depression and those with both depression and a personality disorder. Critics of CBT argue that because the therapy only addresses current problems and focuses on very specific issues, it does not address the possible underlying causes of mental health conditions, such as an unhappy childhood. (NHS Choices, 2010). This is something that could be achieved using a Diagnostic Scan under hypnosis, if hypno-psychotherapy could be used instead. CBT focuses on the individuals capacity to change themselves (their thoughts, feelings and behaviours), and does not address wider problems in systems or families that often have a significant impact on an individuals health and wellbeing. (NHS Choices, 2010) The Royal College of Psychiatrists (2009) state that For severe depression, CBT should be used with antidepressant medication. When a patient is very low, they may find it hard to change the way they think until the antidepressants have started to make them feel better. Critics of CBT in the Treatment of Depression Critics of CBT, as with all clinical theories, vary depending on the thoughts of the analyst. Townend, Grant, Mulhern and Short (2009, p 254) point to many of these discussions. Specific issues have been raised over the necessity of, for example, challenging thoughts in CBT (Longmore and Worrell, 2007); and cognitive interventions in severe depression (Dimidjian et al, 2006). Additionally, there is still ongoing discussion (e.g. Gilbert and Leahy, 2007) about the nature an impact of the therapeutic alliance as causes of the changes seen in CBT. Weiner, Freedheim and Stricker (2003) point out that Although the scope and efficacy of CBT are impressive, much work needs to be done. In particular, future efforts of CBT clinical researchers must demonstrate the effective of treatments outside research centres as well as turn more attention towards disorders overlooked by CBT (e.g. personality disorder). Kotler and Shepard (2008) highlight that human beings are multi-faceted, with feelings as well as thoughts. It is suggested that CBT puts undue emphasis on thought processes to the exclusion of many legitimate feelings, thereby contributing to repression and the denial of feeling. They go on to highlight some other criticism leveled at CBT as follows: CBT is less effective with some kinds of clients those who have a problem with overintellectualising or those who dont have the capacity to reason logically, or clients with minimal intelligence (e.g. young children, very old people, schizophrenics and those with other personality disorders). Many CBT therapists complain of boredom and burnout from continuously repeating the same arguments and processes with all clients. CBT is difficult for some people for some professionals to practice if they are not outgoing and assertive and dont enjoy vigorous debate and confrontation. Because the therapists role is so verbal, active and direct, the client may feel overpowered, dominated and not responsible for the outcome. (Kotler and Shepard, 2008) The Debate There is much debate on the subject of CBT as a treatment for depression within the NHS. Oliver James article (James, 2006) sumarises much of this debate. He indicates that Depression and anxiety costs the (British) economy  £17 billion per year. Being cheap, quick (15 20 sessions) and simplistic, CBT appeals to the Government. In fact, in June 2006, Professor Richard Layard labeled the government happiness tsar claimed that CBT can lift at least half of those affected out of their depression or their chronic fear. (James, 2006) Another attraction for the government is that CBT aims to get you to a point where you can do all this on your own and tackle problems without the help of a therapist. (NHS Choices, 2010). Thereby, it is argued that using CBT could reduce the future costs of treatment in current users. In addition, there are also now computerised CBT approved for use by the NHS Beating the Blues which has been approved for the treatment of depression. (NHS Choices, 2010). Again, this is a cost effective treatment for some people who find they prefer using a computer rather than talking to a therapist about their private feelings. (NHS Choices, 2010) In a follow up article, in March 2009 (James, 2009) resurrected the debate when he reported that CBT is not a real cure, just a form of personal spin. He went on to argue that work by eminent US psychologist, Professor Drew Weston found that after two years, two thirds of those who had CBT for depression has relapsed or sought further help. It is important for patients to keep practicing their CBT skills, even after they are feeling better. There is some research that suggests CBT may be better than antidepressants at preventing depression coming back. (The Royal College of Psychiatrists, 2009) James (2009) went on to argue that If given no treatment, most people with depression drift in and out of it. After 18 months, those given CBT have no better mental health than ones who have been untreated. On the other hand, in the same article by James (2009), Derek Draper a CBT practitioner and author states that CBT draws on the obvious truth that how we feel is inextricably linked to the way we think and behave. It isnt remotely sinister and is rather simple and it works. Many of my patients have been helped by CBT. New Research According to the Royal College of Psychiatrists website (2009) Cognitive behavioural therapy (CBT) is most effective in patients who have had four or more prior episodes of depression, according to new research from The Netherlands. The study, published in the December issue of the British Journal of Psychiatry, suggests GPs could use the number of prior episodes to determine which patients are likely to benefit most from therapy and prescribe treatment accordingly). In another recent study, a comparison of a cognitive behavioural therapy (CBT) website with an information website for depression has found that after 6 months only the CBT website was significantly effective in reducing symptoms. After 1 year, both interventions were significantly better than no intervention (control condition). Research has shown that internet-delivered brief CBT may be effective in reducing depression, but it has not been clear whether these gains are maintained over time. The aim of this Australian study, published in the February 2008 issue of the British Journal of Psychiatry, was to see whether the benefits of internet-delivered brief psychoeducation and CBT were still there 6 and 12 months later, compared with a control condition, in which participants were asked questions about their lifestyle. Summary In summary, CBT is the treatment of choice in the NHS for moderate to severe depression and having reviewed all of the benefits and limitation, read from the critics and the ambassadors, the writer feels that there is still much to learn and evaluate in the treatment of depression. Whilst the results so far have appeared to show that CBT is very effective in the treatment of moderate to severe depression, there are large groups of people that will not benefit from this treatment, e.g. young children, those with personality disorders, late-life depression suffers. The writer suggests that there is not a universally acceptable treatment for all that some treatments will work for some people with some therapists and other treatments will work for others with another therapist the willingness of the client to seek help, play their part in their recovery alongside their chosen therapy will help some of the people, some of the time. But what about in the longer term ? Is this a sticking plaster over a gaping wound ? CBT can help in the here and now, but relapses can occur as the root of the problem if it is in the past is not usually discussed in a CBT session, which is focussed on the present. While the costs of depression to individuals, families and businesses are huge, the writer feels that the government, through the NHS has made very positive steps to try to assist people living with depression by welcoming the use the talking therapies. As more studies are commissioned in the future, new information will be gained and new decisions made based on this. For the moment, embracing the talking therapies is a very good step in the right direction and it is hoped that other therapies will continue to be evaluated so that patients of the future would have a choice of talking therapies, including CBT, but also others like life coaching, NLP and hypno-psychotherapy. Word count (3,337)

Integrated Pests Management: A Safe Alternative to Hazardous Pesticide

Integrated Pests Management: A Safe Alternative to Hazardous Pesticides       The well being of our everyday day lives are affected by the agriculture industry.   For many years now we have been using pesticides to control the pest population in our crops.   Over the years research has shown that pesticides can cause fatal diseases like cancer.   Pests are also becoming resistant to pesticides.   It is time that we find a new way to rid of pests.   A program called the Integrated Pests Management is doing so and many growers have begun to use their tactics. Pesticides have been known to cause a number of diseases in humans as well as animals.   The most vulnerable to these diseases and side effects are infants.   Pesticides effect infants the most because the structures of their body systems are not fully developed.   Parents don’t use adult doses of drugs to their children. In contrast, the EPA allows infants and children to eat adult approved doses of pesticides that have not been evaluated in terms of safety for infants and young children.   Infants and children react differently to many drugs and toxic substances.   An example of this is Aspirin.   Aspirin can cause Reyes syndrome (a condition that kills 80 percent of its victims) in children and teenagers, but it does not cause this condition in adults (Cook, 2). Children are at the greatest risk to pesticides.   The national Cancer Institute USA found an increase risk of leukemia in children whose parents used pesticides in the home garden.   Children are commonly exposed to hundreds of pesticides in food, meanwhile, the incidence rate of childhood brain cancer and childhood leukemia continues to rise (Ries, 93).   â€Å"The reason that children are at risk the most is because ever... ...th. Pesticides in Food, Environmental Working Group,   http://www.ewg.org/pub/home/reports/Baby-food/Baby.html Elkins, E.R. Effect of commercial processing on pesticide residues in selected fruits and vegetables. Journal of the Associated of Official Analytical Chemists, 1989 Ries, L., et al.1993. Cancer in Children, SEER Cancer Statistics Review. U.S. Department   of Health and Human and Human Sevices. Washington, D.C. 1990 Sorensen, A. Proceedings of the National Integrated Pest Management Forum, June 17-19,   1992. American Farmland Trust Center for Agriculture in the Environment.   Arlington, VA, 1992 United States Environmental Protection Agency: Prevention, Pesticides and Toxic   Substances, For Your Information: EPA Efforts to Encourage Alternatives   To Traditional Chemical Pest Control, Washington, D.C., March 1993            

The Popularity of E-mail Essay -- Internet Communication Web email Ess

The Popularity of E-mail E-mail in one way or another plays a role in just about everyone's life. Just about everyone has a computer and uses it to communicate. E-mailing and instant messaging is easy and almost necessary for people in today's world.   Ã‚  Ã‚  Ã‚  Ã‚  E-mailing and instant messaging definitely plays a large role in my life. In all honesty one of the first things I do in the morning is get up and check my e-mail to see if anyone has sent me a message. It's become a routine for me. I get up get ready for school and chick my messages just like many of my friends and a good portion of today's world.  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Personally I think that sending e-mails and instant messaging is great as long as you don?t let yourself get too caught up with it. I usually check my mail when I first wake up and before I go to bed at night. I see no problem with that, but I have friends and family members that spend a good portion of there day sitting in front of there computer screen just sending e-mails back and forth. Its almost like the computer has control of them, they sit and wait to receive a short message from a friend just to send one back.   Ã‚  Ã‚  Ã‚  Ã‚  In ?We?ve Got Mail Always?, Andrew Leonard talks about how many people in today isolate themselves in front of the computer and essentially waste there whole day away. While this is true he also says it can be used to bring people together and help us manage our lives better. The computer definitely has its ups and downs.   Ã‚  Ã‚  Ã‚  Ã‚  In a l...

Will My Child be Okay at a Summer Camp? :: Disabilities Education Essays

Will My Child be Okay at a Summer Camp? With the thought of summer camp comes the recollection of cabins filled overstuffed with bunk beds, campfires, and mess hall meals with the loads of friends we met at the opening dance. Summer camp is a childhood memory for many of us, one that changed our youth, usually for the better. Such camp memories and activities still hold true today, even for children with disabilities. The inclusive classroom that takes place during the school year has now begun to carry over into the summer months at camps across the country, whether they be overnight for the whole summer, day camps or weekend camps. Residential camps may be one setting where children can develop greater personal and social maturity, according the Ann Fullerton, et al. article entitled The Impact of Camp Programs on Children with Disabilities: Opportunities for Independence. With that thought in mind the Americans for Disabilities Act now requires all camps to make reasonable accommodations so that children with special needs can attend. But some camps surpass this requirement by a long shot. Inclusion has become quite a popular aspect of the general education schooling and so children with disabilities, learning, behavioral or physical among some, are now being placed in classrooms with their peers with no such needs. These children are given the chance to interact and experience things they would have never done at home perhaps or in a special education school. The same goes for summer camps these children may attend between June and August. As stated in a Washington Post article, â€Å"parents of special education students have long said their children are left in the lurch once school closes for the summer.† Summer camps across the country are beginning to bring together children with and without disabilities for memorable summer experiences. â€Å"The percentage of accredited camps that have tailored service for children with physical or mental disabilities has risen from 9 percent to 13 in the past two years†, states Harriet Gamble, director of co mmunications for the American Camping Association. Having accredited camps that blend children with and without disabilities provides an opportunity for new friendships to form and families to attend camp together. At Kamp A-Kom-Plish in Southern Maryland is where Tiffani Sterling-Davis sent her three children. Alayna and Julian checked into camp with sister Breanna, 11, who has Down syndrome.

Kone Case

GONE managers, however, weren't quite sure how they would take Moonscape to market. GONE managers had to decide what segment of the market they were going to target, how they were going to penetrate this segment, and how they could quantify the overall economic value of their product to their potential customers. Recommendations The marketing strategy that we chose for GONE Fugue was to advertise their product at trade shows, sales visits, and exhibitions such as Constructor. We also chose to install fully functional Moonscape elevators in all regional offices throughoutGermany in order to demonstrate the potential benefits of this revolutionary new product first hand to our customers. Moonscape elevators will come with a price guarantee between initial quotes to final delivery. This will alleviate any financial anxiety that our customers might have about dealing with a single supplier. Furthermore, we recommend that GONE set the price of the new Moonscape elevator at DMS 85,000 and increase their sales force, especially in regards to introducing new products, in order to compete with their competitors.Analysis GONE Moonscape is a revolutionary machine-room-less elevator that yields significant advantages over other designs. The gain of additional usable space for revenue-generating purposes and the greater architectural freedom In the design and construction of new buildings are some of the many reasons why GONE Moonscape is a truly innovative product that will help increase revenues of potential clients. There are many savings that potential clients will see when operating a GONE Moonscape elevator in addition to using new freed up space for revenue generating purposes.Those Savings include saved energy costs of G 1,540 per year vs.. Hydraulic elevators and G 740 per year vs.. Eared traction elevators. There Is no machine needed to operate the elevator which accounts for another savings of G 7,500. Finally, it is estimated that the savings for a construction company is upwards of 5% of construction costs when using a GONE Moonscape elevator as compared to any other hydraulic or geared traction elevator. Please see attached Excel Spreadsheet for savings comparisons. In addition to the quantitative savings factors, there are also qualitative benefits that Moonscape elevators provide.These qualitative benefits Include the reduced risk of a fire hazard when compared to unforgettable to ride in with shorter average ride times and are more aesthetically appealing. These improvements will be very popular among future riders. The perceived disadvantages that potential customers may have to the GONE Moonscape elevator are the higher initial investment and the size of the Ecocide required machine room for greater than 16 floors. However, the higher initial investment costs are almost immediately recovered in the cost savings from the machine room of G 7,500, as well as the energy savings of G 1 ,540 per year vs.. Hydraulic elevators and G 740 per year vs.. Geared traction elevators. Our target market segment includes those customers who are less than 16 stories in height, which would eliminate the latter concern. Customer, Company, ; Competition GONE was established in 1910, and headquartered out of Finland. Its core business was focused on the sale and maintenance of electrical motors. Over the years GONE expanded its core business to include steel equipment manufacturing, maritime equipment sales, and elevator manufacturing and services, among many others.GONE is currently the world's third largest elevator company behind rivals Otis and Schneider. GONE Fugue A. G. Which operated in Germany and was the most important market in mainland Europe. It manufactures and sells low-rise passenger elevators, medium-rise elevator systems, and high-rise elevator systems. Low-rise elevators accounted for approximately 75% of Cone's equipment sales, while mid- rise and high-rise elevators accounted for 15% and 10% of sales, respectivel y (Case). CONE'S elevator business was organized into two distinct divisions: New Equipment, called VI; and Services, called IV.According to case statistics, the New Equipment Division accounted for 38% of revenue, while the Service Division accounted for 62% f revenue. Over 90% of CONE'S sales are outside of Finland with 53% in the European Union, 29% in North America, 10% in Asia, and 4% in Australia (Case). CONE'S new revolutionary Moonscape elevator is a machine-room-less elevator that will yield significant additional usable space for its customers and allow greater architectural freedom in the design and construction of new buildings.Moonscape is being targeted at low rise buildings in Germany, which constitute 74% of real estate in Germany. Currently, this segment is served by 60% hydraulic, 40% geared traction elevators. We will target the geared traction segment, albeit with a price slightly higher than current price levels. We make this decision based on the fact that the elevator market is not as cost sensitive as it is quality and utility sensitive based on the fact that over 66% of the geared market went for the more expensive option.Product, Price, Place, & Promotion Moonscape elevators are a revolutionary product which take induction motors to a new level and offer the chance to architects to get rid of the clumsy and inconvenient machine rooms which so often spoil the perspective of the building or hampers basement and foundation design. It offers developers the chance to save the significant costs related to building these machine rooms. It was attractive owners of projects in that they would be substantially cheaper and safer to operate.GONE Fugues branch managers have often commented that the sales force of their competitors in Germany often outnumbered those of GONE by one to five. We believe force should be drastically increased to be at par with the competition in order to maximize exposure and to launch this brand new product. Demo insta llations at our regional headquarters throughout Germany will also convince those careful buyers ho wouldn't want their project to be the ‘Guiana pigs' for this new technology. Moonscape has typically found that going to Constructor and other trade shows is not as lucrative.However, because we are launching a completely revolutionary new product, it is essential that the contractors and architects (who together make up 90% of the elevator decision makers) are exposed to this new product. So while we will continue to invest in trade press and Journal advertising, we will have to make the investment to attend expensive trade shows for maximum impact. While the cost, ease and speed of construction will be emphasized to the contractors, the selling point to the Architects would be the aesthetic value that the absence of a machine room can bring to the skyline.According to the company's policy for markets with less than 15% market share, we have decided to price Moonscape slightly above current price levels, I. E. , at DMS 85,000. Most elevator models across brands have been making an average loss of 5% on initial elevator sales. For the first time, Cone's Moonscape would be profitable in the initial sale as well. Conclusion GONE Moonscape is a revolutionary product with a great potential to bump up avenues for Gone and to regain lost market share even in an economy where construction activity was slow.GONE has the technology to vastly and dramatically differentiate its products from anything else in the market and be not only qualitatively better, but much more cost effective. With this marketing strategy, we believe GONE has the potential to make the most of Moonscape as a lucrative new product. We believe that with a marketing strategy along the lines of the recommendations made above, Moonscape can be a very lucrative new elevator product and can reap large benefits for GONE in the German market. Kone Case GONE managers, however, weren't quite sure how they would take Moonscape to market. GONE managers had to decide what segment of the market they were going to target, how they were going to penetrate this segment, and how they could quantify the overall economic value of their product to their potential customers. Recommendations The marketing strategy that we chose for GONE Fugue was to advertise their product at trade shows, sales visits, and exhibitions such as Constructor. We also chose to install fully functional Moonscape elevators in all regional offices throughoutGermany in order to demonstrate the potential benefits of this revolutionary new product first hand to our customers. Moonscape elevators will come with a price guarantee between initial quotes to final delivery. This will alleviate any financial anxiety that our customers might have about dealing with a single supplier. Furthermore, we recommend that GONE set the price of the new Moonscape elevator at DMS 85,000 and increase their sales force, especially in regards to introducing new products, in order to compete with their competitors.Analysis GONE Moonscape is a revolutionary machine-room-less elevator that yields significant advantages over other designs. The gain of additional usable space for revenue-generating purposes and the greater architectural freedom In the design and construction of new buildings are some of the many reasons why GONE Moonscape is a truly innovative product that will help increase revenues of potential clients. There are many savings that potential clients will see when operating a GONE Moonscape elevator in addition to using new freed up space for revenue generating purposes.Those Savings include saved energy costs of G 1,540 per year vs.. Hydraulic elevators and G 740 per year vs.. Eared traction elevators. There Is no machine needed to operate the elevator which accounts for another savings of G 7,500. Finally, it is estimated that the savings for a construction company is upwards of 5% of construction costs when using a GONE Moonscape elevator as compared to any other hydraulic or geared traction elevator. Please see attached Excel Spreadsheet for savings comparisons. In addition to the quantitative savings factors, there are also qualitative benefits that Moonscape elevators provide.These qualitative benefits Include the reduced risk of a fire hazard when compared to unforgettable to ride in with shorter average ride times and are more aesthetically appealing. These improvements will be very popular among future riders. The perceived disadvantages that potential customers may have to the GONE Moonscape elevator are the higher initial investment and the size of the Ecocide required machine room for greater than 16 floors. However, the higher initial investment costs are almost immediately recovered in the cost savings from the machine room of G 7,500, as well as the energy savings of G 1 ,540 per year vs.. Hydraulic elevators and G 740 per year vs.. Geared traction elevators. Our target market segment includes those customers who are less than 16 stories in height, which would eliminate the latter concern. Customer, Company, ; Competition GONE was established in 1910, and headquartered out of Finland. Its core business was focused on the sale and maintenance of electrical motors. Over the years GONE expanded its core business to include steel equipment manufacturing, maritime equipment sales, and elevator manufacturing and services, among many others.GONE is currently the world's third largest elevator company behind rivals Otis and Schneider. GONE Fugue A. G. Which operated in Germany and was the most important market in mainland Europe. It manufactures and sells low-rise passenger elevators, medium-rise elevator systems, and high-rise elevator systems. Low-rise elevators accounted for approximately 75% of Cone's equipment sales, while mid- rise and high-rise elevators accounted for 15% and 10% of sales, respectivel y (Case). CONE'S elevator business was organized into two distinct divisions: New Equipment, called VI; and Services, called IV.According to case statistics, the New Equipment Division accounted for 38% of revenue, while the Service Division accounted for 62% f revenue. Over 90% of CONE'S sales are outside of Finland with 53% in the European Union, 29% in North America, 10% in Asia, and 4% in Australia (Case). CONE'S new revolutionary Moonscape elevator is a machine-room-less elevator that will yield significant additional usable space for its customers and allow greater architectural freedom in the design and construction of new buildings.Moonscape is being targeted at low rise buildings in Germany, which constitute 74% of real estate in Germany. Currently, this segment is served by 60% hydraulic, 40% geared traction elevators. We will target the geared traction segment, albeit with a price slightly higher than current price levels. We make this decision based on the fact that the elevator market is not as cost sensitive as it is quality and utility sensitive based on the fact that over 66% of the geared market went for the more expensive option.Product, Price, Place, & Promotion Moonscape elevators are a revolutionary product which take induction motors to a new level and offer the chance to architects to get rid of the clumsy and inconvenient machine rooms which so often spoil the perspective of the building or hampers basement and foundation design. It offers developers the chance to save the significant costs related to building these machine rooms. It was attractive owners of projects in that they would be substantially cheaper and safer to operate.GONE Fugues branch managers have often commented that the sales force of their competitors in Germany often outnumbered those of GONE by one to five. We believe force should be drastically increased to be at par with the competition in order to maximize exposure and to launch this brand new product. Demo insta llations at our regional headquarters throughout Germany will also convince those careful buyers ho wouldn't want their project to be the ‘Guiana pigs' for this new technology. Moonscape has typically found that going to Constructor and other trade shows is not as lucrative.However, because we are launching a completely revolutionary new product, it is essential that the contractors and architects (who together make up 90% of the elevator decision makers) are exposed to this new product. So while we will continue to invest in trade press and Journal advertising, we will have to make the investment to attend expensive trade shows for maximum impact. While the cost, ease and speed of construction will be emphasized to the contractors, the selling point to the Architects would be the aesthetic value that the absence of a machine room can bring to the skyline.According to the company's policy for markets with less than 15% market share, we have decided to price Moonscape slightly above current price levels, I. E. , at DMS 85,000. Most elevator models across brands have been making an average loss of 5% on initial elevator sales. For the first time, Cone's Moonscape would be profitable in the initial sale as well. Conclusion GONE Moonscape is a revolutionary product with a great potential to bump up avenues for Gone and to regain lost market share even in an economy where construction activity was slow.GONE has the technology to vastly and dramatically differentiate its products from anything else in the market and be not only qualitatively better, but much more cost effective. With this marketing strategy, we believe GONE has the potential to make the most of Moonscape as a lucrative new product. We believe that with a marketing strategy along the lines of the recommendations made above, Moonscape can be a very lucrative new elevator product and can reap large benefits for GONE in the German market.

Attribution Theory Essay

No creature in this planet can exercise the faculty of reason as much as we human persons do. As rational beings, we normally engage in an array of activities which require critical thinking or thoughtful consideration. At least for those who are fortunate to be gifted with normal bodily functions, it is axiomatic to suppose that we human persons are expected to put reason to everything that we do. For instance, we do not wake up at two in the morning and prepare to go to school simply for no reason whatsoever. In a manner of speaking, the faculty of human reason allows us to do things on account of some reasonable purposes. The way we make sense or put reason to almost everything that surrounds us makes us, more than anything else, human persons by right of logic and supposition.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Reading through the article â€Å"The Attribution Theory†, I am able to even more affirm the fundamental tendency of human reason to seek for explanation of things. Therein I was able to learn that the theory of Attribution draws from the basic supposition that human reason so naturally tends to seek for explanation to things. This, in many ways, is intricately knitted to the logic underneath the principle of causality, which basically assumes that our minds try hard to grapple for sufficient explanations to help us make sense of everything that happens. The theory of Attribution is no less different in that, like the principle of causality, it too tries to seek for an adequate explanation of things. All things considered, it can enable us to peek into the seemingly insatiable desire of human persons to seek explanation for things.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Secondly, the article also made me realize how potent, nay, powerful human reason can become. In the article, it cites a number of studies that were done so as demonstrate the efficacy of the theory. The mainline thesis is to show that the theory of Attribution, especially when it is internally reinforced, can produce behavioral changes to a person or groups of persons. The article even notes that when people tend to attribute certain events as directly stemming from their personal involvement, it produces significant behavioral changes. When for instance, a person is repeatedly introduced to the idea, say, that his or her high grades are attributable to the painstaking but admirable effort he pours into his studies, it creates a personal belief system that appear to cater to such reinforcements. This means that a person who is able to embrace a belief that his or her efforts serve him or her well in the process will normally become motivated to study on his or her own. This displays, more than anything else, the power of human reason to translate personal belief systems into tangible behavioral patterns.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   But reading through the article also made me feel a bit cautious as well. If through the theory of Attribution we can make people â€Å"create new attitudes or beliefs or behaviors depending upon the explanation they make†, then it behooves us to proceed with much care in reinforcing beliefs on them (The Attribution Theory). Surely, we cannot allow people to think negatively about themselves, especially on issues which may involve anger, grief, guilt, among others. As indeed, we cannot let people believe that some tragic moments in life, which can happen beyond our control, are internally attributable to their doings just the same. If we truly want to create an empowered individual by applying the theory of Attribution, then it is only justified that we ought to inculcate positive reinforcements on to everyone so as to create positive avenues for behavioral changes. Along the same vein, we must always help protect people from creating a monster out of internal belief-systems, which, on the final analysis, can eventually, nay only translate to ill-natured and unfortunate behaviors. Work Cited â€Å"The Theory of Attribution†, SBB: 1996. Retrieved 10 September 2008,   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚