The Cure Essay Example | Topics and Well Written Essays - 750 words - 1

The Cure - Essay Example The two parents, Aileen, and John requested for an appointment with a doctor to examine the state of their two affected children. The diagnosis given to the children included Pompe for Megan while Patrick’s diagnosis was to come later in a few months. Pompe is a disease that is genetic in nature. It is due to unbroken glycogen that results from a deficiency in enzymes that breaks glycogen down. Sugar in the body builds up and is stored as glycogen. Glycogen is then deposited in the muscles of the body. The resultant effect is cells lacking energy and other necessities for them to function optimally. Consequently, the muscles will go through a lot of malnourishment. The effects of Pompe will cover the respiratory system and the muscles. A common phenomenon is children dying from a failure in the respiratory. The latter is also called cardiac arrest and occurs as the heart enlarges slowly. The lifespan of children diagnosed with Pompe is significantly reduced and only have a few years. The cause of Pompe is the mutations that the GAA gene undergoes. The task of GAA is the production of alpha Maltese. Alpha Maltese is an enzyme that handles the breakdown of glycogen into glucose that is usable by the body. The enzyme’s production will fail if GAA undergoes mutation. Glycogen, as a result, is not decomposed to form pure sugar. However, the cells in the body make use of glucose and cannot do so with glycogen. Too much glycogen in the cells will become toxic to the body. The more the build of glycogen, the weaker the muscles get and the levels of damage get worse. Pompe is fair when traced in an adult as compared to a child. Although it is rare, it is considerably fatal in children. There are three varied types of Pompe disease that doctors and scientist have established. Their differences come how severe they are and age of appearance. They include non-classic

Failures of Transactional Marketing: An Analysis

Failures of Transactional Marketing: An Analysis A. R. Lacey (1996), in Dictionary of Philosophy explains paradigm as a shared assumption or an accepted theory which governs the outlook of an epoch and its approach to scientific problems [giving] standard forms of solutions to problems. Within the physical and social sciences, it is common for one paradigm, a dominant paradigm to be prevalent. Currently, the dominant marketing paradigm, the accepted model of how marketing works and should be integrated with the rest of the world, is what has come to be called Transactional Marketing (TM) (Gronroos, 1996; Aijo, 1996; Gummesson, 1987; Berry, 1983; Jackson, 1985; Payne, 1995). This research is principally concerned with what has been called Relationship Marketing (RM), a term alluded to by Thomas (1976), but first explicitly used by Berry (1983: see Kotler, 1992; Gronroos, 1990, 1991; Hunt and Morgan, 1994; Berry, 1995; Sheth and Parvatiyar, 1995; Turnbull and Wilson, 1989). The foundations of Relationship Marketing are inextricably mixed with the development and practice of Transactional Marketing. The underpinning theories and conceptualisations of RM often only exist in relation, or opposition to the theory and practice of Transactional Marketing. It is therefore necessary to understand Transactional Marketing before RM can be fully comprehended. The American Marketing Association has defined (transactional) marketing as the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives. (AMA Board, 1985). The marketing concept is a very simple but powerful idea. The best way for a company to meet its objectives, profit making or otherwise, is by satisfying customers-the achievement of corporate goals through meeting and exceeding customer needs better than the competition (Jobber, 2001). This is best done by all members of the firm seeking to serve the needs of the customer, even at the expense of producer inconvenience. If this concept is adopted by the organisation, it leads to what is called a marketing orientation. The analysis and subsequent review of transactional marketing will be in two parts, an appraisal of its theoretical origins, development and weaknesses and an examination of the standard wa ys in which firms implement it. The next section will critique the Transactional Marketing Paradigm on two main fronts. These being firstly, criticisms based on theoretical weaknesses or omissions, and secondly, criticisms about the way in which theory and models have been misunderstood or ignored by firms. Both of these categories however, emerge out of the unique economic and social environment within which the transactional marketing paradigm developed (Webster, 1992; Aijo, 1996). 1.1. THE BIRTH OF MARKETING THEORY The origins of Transactional Marketing are in microeconomics, North America and the 1950s. Prior to WWII, economists developed price theory to embrace what they called oligopolistic competition (Chamberlain, 1933; Sheth, Gardner and Garrett, 1988; Waterschoot and Van Den Bulte, 1992). This theoretical development led early marketing theoreticians (McGarry, 1950; McKitterick, 1957; Alderson, 1957: see Gronroos, 1994, 1996) to create lists of marketing variables deduced from econometric, profit optimising equations- the so called functionalist school of marketing (McGarry, 1950). In turn, this inspired Borden (1954) to introduce the concept of the marketing mix, a list of 12 variables (product, price, branding, distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, fact finding and analysis which the marketer would have to consider in any given situation. [And] would blend the various ingredients or variables of the mix into an integr ated marketing program. (Gronroos, 1994b:350). In a seminal work, McCarthy (1960) presented the marketing mix management approach, reconstructing Bordens original 12 variables into the now familiar 4P model (Price, Product, Promotion and Placement). The theoretical foundations of this model have been severely questioned (Waterschoot and Van Den Bulte, 1992; Gummesson, 1987; Sheth et al, 1988; Webster, 1992; Duncan and Moriarty, 1998). Principally, these questions stem from the fact that the original microeconomic variables, derived through empirical induction had solid theoretical foundations, whilst Bordens list had only second-order links to these foundations and, crucially, was not intended as an exhaustive definition or method of implementation but merely as a set of guidelines within a fully integrated marketing program. Real world developments and its inherent simplicity ensured the rise and rise of the 4P model and its attendant Marketing Mix Management theory. 1950s North America -a huge domestic market of apparently homo genous and insatiable customers -led to rapid increases in the demand for standardised consumer goods and the crowning of the United States as the dominant marketing culture. In time it became the basis of modem transactional marketing (Takala and Uusitalo, 1996; Kotler, 1992; Aijo, 1996).The simplicity and communicability of the marketing mix paradigm, in combination with its apparent success, combined to turn marketing into a highly effective impact machine (Gr6nroos, 1996c: 16). Transactional Marketing rapidly became the overwhelmingly dominant marketing paradigm (Dixon and Blois, 1983, Kent, 1986). 1.2. MARKETING IN CONTEMPORARY ORGANISATIONS Given the great number of organisations which pay at least lip-service to the importance of marketing, a diversity of methods of implementing transactional marketing is inevitable (Brodie et al, 1997). The most typical structure, and one commonly found within the context of end-user orientated firms (Christy et al, 1996) is to have within the organisation a sub-unit, separate from the rest of the firm, with responsibility for marketing market analysis, advertising, sales promotion, pricing and distribution (Buttle, 1996; Deshpande and Webster, 1989; Gurnmesson, 1994). The principal focus of this research is on the relationship between such firms, and their customers. In everyday marketing vocabulary.marketing department, an organisational unit, is used as a synonym for marketing function (Gronroos, 1994). The implication is clear, Transactional Marketing theory suggests that marketing can be treated as a separate, discrete function, rather than as an integrated one (Berry and Parasuraman,1995; Waterschoot and Van Den Bulte, 1992; Palmer, 1994; Payne, 1995; Thomas, 1996). The existence of these marketing departments echoes much about the functionalist, scientific [econometric] origins of transactional marketing. The philosophy of implementation prevalent within western business is that specialists should themselves take care of a task for specialists (Gronroos, 1996). In many businesses, the marketing department is seen as having total responsibility for various marketing tasks, such as market analysis, market planning, advertising, sales promotion, pricing, distribution and product packaging (Gronroos, 1994). This begs the question that if the ma rketing department takes care of these entire fundamental issues, what exactly is the rest of the business for? One of the primary and most traditional Justifications of adopting a marketing orientation rather than a sales or production orientation is that marketing integrates the other functions of the business (Bennett, 1996; Jackson, 1985) into a more coherent whole, built around the needs and wants of the customer. The outcome of creating a marketing department is to bring about a situation where, within an organisation, marketing department is used as a synonym for marketing function, which is the process of taking care of the fulfilment of customer needs and desires. As a consequence, the rest of the organisation is alienated from marketing, and the marketers are isolated from design, production, deliveries, technical service, complaints handling, and other activities of the firm (Gronroos, 1994). Marketing is being treated as a specialist management function, rather than a general management issue (Gronroos, 1996). Within such organisations, there is a clear-cut distinction [inferred from marketing mix management theory] between those who are involved with marketing, and those who arent. This process has been called the Ghettoisation of marketing (Gummesson, 1987). It has been strongly argued (Gummesson, 1987,1990,1994; Duncan and Moriarty, 1998; Aijo, 1996; Christy et al, 1996; Heide and John, 1995) that the distinction between the marketer and non-marketer is an artificial one. Opportunities for marketing activity are not limited to those inside the marketing department. What do the following people have in common: a telephone operator connecting a customer with a salesperson; an installation team from the supplier spending two weeks on the buyers premises installing and testing new equipment: a management consultant presenting a progress report in an assignment? (Gummesson, 1991). The answer is of course, that these are all people outside the marketing department, [therefore by definition not responsible for marketing] where, nevertheless, their attitudes and way of doing their job have an impact on the customers perception of the firm (Gronroos, 1996).These non-marketers, with their influence on the firms ability to market itself efficientl y and effectively have been called part-time marketers (Gummesson, 1987). 1.3. SUMMATION OF THE PROBLEMS INHERENT TO THE MARKETING MIX The origins of marketing mix management theory, and the transactional marketing paradigm it gave rise to be in the USA, the nineteen-fifties and microeconomics. The theoretical foundations of this paradigm are questionable in terms of its translation from econometric modelling and its pedagogical simplification. At best, the 4P model was suitable for the unique marketing environment created by the post WWH American autarchy. The theoretical weaknesses of the transactional marketing paradigm have been highlighted by radical changes in the business environment, such as the globalisation of competition and the increasing sophistication of consumers and products. These weaknesses are especially apparent in contexts that are significantly different from that of its origins -most noticeably services marketing and European markets. The academic response has been to avoid the problem by papering over the theoretical cracks. Within firms, the creation and stagnation of marketing departments h as ghettoised, neutered and isolated marketing from the consumer and even the rest of the firm. As a result of this, transactional marketing treats the consumer as passive and fails to fully recognise the marketing importance of interaction between front-line staff and customers. Transactional Marketing fails its own definition. It is a production orientated definition of marketing, not a customer orientated one. THE ORIGINS OF RELATIONSHIP MARKETING THE OTHER MARKETING THEORIES The origins of Relationship Marketing are in Europe, the nineteen-eighties, and dissatisfaction with the Transactional Marketing paradigm. It was noted earlier that transactional marketing theory was principally developed from its origins in end-user, consumer markets. Relationship Marketing draws on a broader theoretical base (within a marketing context), with concomitant development within the services and business to business (B2B) marketing literatures. The term Relationship Marketing, alluded to by Thomas (1976) was first explicitly used by Berry (Berry and Parasuraman, 1991; Berry, 1995; Gummesson, 1987; Gronroos, 1996; Payne and Richard, 1993; Robicheaux and Coleman, 1994; Payne and Frow, 1997). It has also been called customer-focused management (Gummesson, 1994), or relationship management (Payne, 1996). Berry (1983) used the term within the context of criticising services marketing literature, arguing that researchers and businessmen have concentrated far more on how to att ract consumers to products and services than on how to retain those customers. He advocated a switch from a transactionary approach, where marketing effort was focussed on customer attraction, to a relational approach, where the attraction of new customers should be viewed only as an intermediate step in the marketing process (Berry, 1995), and the primary objective was retaining customers. Berry (1983) defined Relationship Marketing as attracting, maintaining and -in multi-service organisations -enhancing customer relationships. Simultaneously, Hammarkvist, Hakansson and Mattson (1982), working within the arena of business-to-business marketing (Gronroos, 1996), advanced similar definition (Andersson and Soderland, 1988; Anderson, Hakansson and Johanson, 1994) all activities by the firm to build, maintain and develop customer relations. (Hammarkvist et al, 1982: cited Gurnmesson,1987). That relationships should be managed and built has become a cornerstone of both the Nordic and the Industrial Marketing and Purchasing (IMP) School of marketing (Mattsson, 1997; Gronroos, 1996c). This parallel development within separate areas of research is far from coincidental (Takala and Uusitalo, 1996). As with the Transactional Marketing literature, each of these streams of research emanates from within a specific business environment (Aijo, 1996). SERVICES MARKETING It was argued earlier that the Transactional Marketing Paradigm habits origins within a unique and highly specific business environment, that of the North American consumer goods markets of the 1950s. It was further suggested that these origins limited the value of TM as a universal theory of marketing, and that primarily within the context of end-user orientated literature, development consisted of re-jigging a redundant theoretical format. The deviation from this specific business environment was greatest within the domains of service marketing and business to business marketing (Mattsson, 1997), albeit in very different ways. The theory and practice of transactional marketing assumes that consumers are available in great numbers and behave passively. Within industrial and service markets, the interactive Participation of the customer is required to successfully complete the exchange (Gummesson, 1987), within business, customer-firms are often limited in numbers. An ancillary implication of treating the customer as passive, someone to whom things are done (Dixon and Blois, 1983) is to instil within the business the philosophy of competing with customers, rather than interactive co-operation. Transactional Marketing Theory maintains the assumption of its microeconomic origins in that the marketing mix is a tool used to help a company optimise [maximise] its profit function (Waterschoot and Van den Bulte, 1992; Gronroos, 1991). It is because of this that firms consider marketing objectives met at the point of customer attraction -i.e. moment of exchange. When marketing a service, it is argued that the objectives should not only be to only to attract, but to then keep and maintain the customer-to develop a long-term relationship with them (Bitner et al, 1994; Cravens and Piercy, 1994; Gronroos, 1991; Gummesson, 1987b). When selling a physical product, the costs of production are offset by the revenue of the purchase. With a service, the majority of costs are often incurred whilst setting-up the service (Berry and Parasuraman, 1991; Booms and Bitner, 1981), for example; accountancy and banking. The implication of this is that longer-term strategy, in conjunction with placing significant emphasis on customer retention will yield dividends (Berry, 1995; Payne and Richard, 1993; Parasuraman et al, 1991; Gronroos, 1990), and indeed, empirical evidence to support this has been found. Reichheld and Sasser (1990) have demonstrated across a variety of service industries that profits climb steeply when a company successfully lowers its customer defection ratethe researchers found that the firms could improve profits from 25 percent to 85 percent by reducing customer defections by just 5 percent. Not only do loyal customers generate more revenue for more years, the costs to maintain existing customers frequently are lower than the costs to acquire new customers (Berry, 1995). Other studies have provided further evidence of the benefits of a long-term, customer retention strategy within competitive consumer-service markets, Storbacka (1997), Gwin (1988) and Perrienet al (1993) in banking, Crosby and Stephens (1987) in insurance. Moments of Truth and the Crucial R ole of the Part-Time Marketer. Firms producing end-user products often sell through an intermediate, retailing company. As such, opportunities for marketing are indirect via mass-media and market research (Henry, 1994). The interaction required within service and business-to-business marketing enforces a more direct approach (Gronroos, 1994). The image and reputation of the firm cannot solely be constructed through promotion. Interaction between a consumer and the firms part-time marketers (Gummesson, 1987) will result in that consumer have a positive or negative perception of the company (Price et al, 1995; Cravens and Piercy, 1994) a process that Gronroos (1982) calls perceived service quality. Given the intangibility of service products, this perceived service quality is of the utmost importance, the consumer has little else by which to judge the firm outside of his direct interaction with it (Ferguson,1996; Bitner et al, 1994). The marketing effort of the part-time marketers therefore forms the bulk of the firms marketing impact (Gronroos, 1996), often they are the only marketers around (Normann, 1983). Research shows that the customer will judge the quality of the service and form an attitude to the provider both from the experience of the production1delivery process and of the future benefits of the service (Lehtinen, 1985). In a situation where the majority of marketing activity does not come from the full-time marketers within the marketing department, it makes little sense to plan the activities of this department separately. It was argued earlier that if such a department is considered by the rest of the firm to be taking care of the marketing function, it will become increasingly difficult to create an interest in marketing amongst unwitting part-time marketers (Gronroos, 1982; Christy et al, 1996). A marketing orientation is only achieved when all members of an organisation has asked them how do I contribute to excellence in customer relations and to revenue (Gummesson,1991: 60). An auxiliary concept to that of the part-time marketer is that of points-if-marketing (Normann, 1983), more poetically called moments of truth. These are natural opportunities emerging in the production and delivery process; for example, the interaction between a doctor and a patient (Gummesson, 1991). For these occasions to be positively resolved, marketing must be designed-into the process, rather than tacked-on. RELATIONSHIP MARKETING DEFINITIONS FROM SERVICE LITERATURE Since Berry (1983), other authors have presented alternative definitions of Relationship Marketing within the services marketing literature. RM concerns attracting, developing, and retaining customer relations (Berry and Parasuraman, 1991). establishing a relationship involves giving promises, maintaining a relationship is based on fulfilment of promises; and, finally, enhancing a relationship means that a new set of promises is given with the fulfilment of earlier promises as a prerequisite. (Gummesson, 1991). The core of these ideas from services marketing is the interpersonal interaction between buyer and seller interaction. The organisation should be structured and managed so that promises worth making can be kept. Clearly, a relationship between two parties is something that grows in strength through repeated exchanges over a period of time, it is not instantaneously generated. BUSINESS TO BUSINESS AND NETWORK MARKETING Such moments of truth also exist within a business-to-business context. If the interaction between producer and consumer is crucial in services marketing it is doubly so within B2B marketing -principally because of the relatively low number of customers/suppliers (Andersson et al, 1994; Blois, 1997; Dabholkar et al, 1994). These dyads do not exist in isolation. Within the business marketing literature it has become clear that the theoretical foundations of contemporary work are not shared with the Kotlerian (Andersson and Soderland, 1988) marketing mix theory, which has microeconomic ancestry. Instead, network-theory, which attempts to model the process of resource exchange in markets where both buyer and seller are firms or other organisations has its origins in empirical work conducted over the last 20 years, principally in Northern Europe (Mattsson, 1997). The results of these studies, when assessed as a body of work, highlight several commonalities in the exchange behaviour betw een firms that contradict business philosophy derived from the transactional marketing paradigm (Elg and Johansson, 1996). B2B partners are characterised as active and mutually dependent, with the buyer and seller both able to initiate an exchange. Interaction between the organisations was not the sole purview of a marketing department but instead between the equivalent departments in each firm -inter functionally. In practice, it was recognised that the marketing emphasis had switched from optimising the marketing mix to the management of the firms relationships (Andersson and Soderland, 1988). Network theory suggests that markets are heterogeneous, rather than homogenous (Matthyssens and Van Den Bulte, 1994). The marketing objectives of the firm became to establish, develop and decide when to terminate its relationships with the customers and suppliers in its network (Hammarkvist et al, 1982). This divergence from the transactional marketing paradigm was driven by factors in the business environment (Blois, 1997; Andersson and Soderland, 1988). Many of the economic and social characteristics of Scandinavian countries [where much of the empirical work was conducted] helped to highlight the differences between consumer markets and business to business markets (Andersson and Soderland, 1988). These economies have been traditionally noted for high levels of concentration in industry, a considerable amount of interaction between firms, the state and labour unions, and the national dependence on the export of highly complex products (Porter, 1985). In general terms, business-to-business markets are characterised by a limited number of potential customer-firms, encouraging businesses to maintain relations with their partners over-time (Anderson and Narks, 1984, 1990), rather than the start-stop philosophy of transactional marketing. The increased level of interaction between the partners and the individualistic requirements of each customer obviate the need for a standardised marketing program (Dabholkar et al, 1994). Relationships must be tailored, not off the peg (Harland, 1996). The management of relationships is a complex issue, Hakansson and Johanson (1992) acetones relationship management problems as either limitation or handling problems. Limitation problems concern the firms management of its portfolio of relationships -its collection of dyadic interactions. These problems concuern which, if any, of the firms relationships should be emphasised (Andersson and Soderlund, 1988). To misquote Clausewitz, he who emphasises everything, emphasises nothing. Handling problems concern the manner in which relationships are established, and once established, how they are maintained, developed and judged appropriate for termination. Within a network, what are the relational objectives of an organisation? Transactional Marketing advocates a competitive stance, the results of any interaction between a buyer and seller must result in one winning -and one losing (Doyle and Engermann, 1992; Donaldson, 1996). Network theory espouses co-operation to produce a win-win situation (Deshpande and Webster, 1989). Despite this, network theorists consider that firms must work to deepen chosen relationships, to achieve some level of power -also called bonds over their partners whilst striving to remain free of such bonds themselves (Andersson and Soderlund, 1988). Relationships can create bonds of several types, planning, knowledge, legal and social (Berry, 1985).The end of the relationship will incur switching costs, not necessarily purely financial. The original quote being He whose fends everything, defends nothing BUSINESS-TO-BUSINESS RELATIONSHIP MARKETING DEFINITIONS Since Hammarkvist et al (1982) defined relationship marketing within the context of business network marketing, others have proposed alternatives. RM is an emergent disciplinary framework for creating, developing and sustaining exchanges of value between the parties involved, whereby exchange relationships evolve to provide continuous and stable links in the supply chain (Ballantyne, 1994) .. Is not directly aimed at immediate transactions but is based on building, supporting and extending customer relationships (Matthyssens and Van denBulte, 1994). RM is the process of co-operating with customers to improve marketing productivity through efficiency and effectiveness (Parvatlyar, 1996). At the heart of these ideas is the concept of a partnership where both parties require co-operative behaviour from the other in order for the relationship to be mutually beneficial -neither has many other alternatives, to buy from or supply to. The focus is not at the level of one-on-one interaction of services marketing, but is instead much wider -it is necessary for large groups on both sides to contribute. THE RELATIONAL CONSTRUCTS OF COMMITMENT AND TRUST Until quite recently, little attempt had been made to provide network theory with the conceptualisations necessary to understand the processes of relationship maintenance and development. Whilst an initial model was presented by Dwyer, Schurr and Oh (1987), the first serious attempt test a model in a structured manner was in a seminal paper by Morgan and Hunt (1994), (see Kalatatis and Miller, 1996; Hunt, 1997; Gronroos, 1996a; Gummesson, 1997). Relationship Marketing refers to all marketing activities directed towards establishing, developing and maintaining successful relational exchanges. Morgan and Hunt (1994) They further argue that Relationship Marketing requires the successful management of relationships with the firms partners. Such management requires the establishment, maintenance and development of relationships, in which understanding of concepts like commitment and trust are keys. Morgan and Hunt have suggested that commitment and trust are amongst the key mediating variables that distinguish productive, effective relational exchanges from those that are inefficient and ineffective (Morgan and Hunt, 1994). Furthermore, commitment and trust between partners in a network leads directly to co-operative behaviours in three ways. Firstly, they predispose the partners towards actively preserving relational investments. Secondly they help to prevent partners from adopting short-term, opportunistic behaviours. Thirdly, they help to support the view of high-risk actions as being prudent in the longer term (Hunt, 1997). Morgan and Hunt construct what they call a KMV (Key Mediating Variable) model to show the central importance of commitment and trust in marketing relationships. THE BEGINNINGS OF A RELATIONAL PARADIGM? The increasing awareness of the limitations of the Transactional Marketing Paradigm, in conjunction with the development of Services marketing and Network marketing has led to calls for a substantial change in the marketing philosophy, practice and ethos (Daskou, 1997; Clarkson et al, 1997; Palmer, 1994). in the authors view, the present marketing concept, as it appears in research, textbooks and seminars is unrealistic and needs to be replaced (Gummesson, 199 1). The need for a paradigm shift in Marketing, based on a Relationship Theory is being advocated more and more strongly ( Gronroos, 1990). This change is not skin-deep, it will not be quick, and it will not be painless. RM suggests different focus and different underpinning values for marketing that, in my view; justify calling RM a new paradigm and the beginning of a new marketing theory. (Gummesson, 1994). It requires a totally new approach to some of the fundamental thoughts in marketingthe transition from a transaction-orientated marketing mix-based practice of marketing to a relationship-oriented one is not an uncomplicated process. The old paradigm has deep roots in the minds of marketers as well as non-marketers in a company. (Gronroos, 1996). What then, is the association between Transactional and Relational marketing? Any meaningful answer to this critical question requires a definition of Relationship marketing. The first definition of RM offered as a general rather than a business/services/consumer marketing specific definition is to be found in Gronroos (1991). Marketing is to establish, maintain and enhance, and where necessary end relationships with customers and other parties at a profit so that the objectives of the parties involved are met. This is done by a mutual exchange and fulfilment of promises. As Aijo (1996) notes from the work of Sheth et al (1988), Throughout its historymarketing has been generally dominated at any one time by one prevailing perspective. The implication of this is firstly, that the transactional paradigm will be completely replaced by the relational paradigm, and that secondly, the association between the alternative paradigms is competitive, rather than complementary. For some brief time, this view received wide support, no doubt influenced by the weaknesses of the transactional paradigm and incredible growth of relational literature (Berry, 1990; Gronroos, 1989; Dixon and Blois, 1989; Gurnmesson, 1991). Quickly, this simplistic view of the (non) association between transactional and relational was superseded by more sophisticated thoughts (Brodie et al, 1997;Aijo, 1996). Gronroos (1991) considered that the true decision facing firings was not Transactional Marketing or Relationship Marketing, but rather where on a marketing strategy continuum the comp any should place itself In some cases, a firm could be justified in maintaining a purely transactional approach. For some types of products and in some situations or for some types of customers a one-deal-at-a-time approach may be good strategy (Gronroos, 1991). This idea has great appeal, especially when it is considered that some sections of the wider marketing literature have discussed for years the interaction between the customer and aspects (we might say avatars) of the impression/relationship the firm has made in the mind of the customer-obvious examples of this would be store location strategies and especially branding. Indeed, the argument could be made that if the objective of the research project is to examine customer perspectives on their relationships with firms, an assessment of branding would be a key part of the literature review and would feed into the design of the research questions and fieldwork. A subtle but important distinction needs to be made between the re lationship a customer has with a firm and the perspectives that customer has on relationship marketing as applied to them by the company. This research project is centred on the latter, not the former. This Transactional Marketing-Relationship Marketing continuum forms the basis of a simple model that developed by Gronroos. In this model he attempts to place various categories of goods/services at the appropriate place

The Nike Essay -- Greek Greece Symbolism History Athletics Essays

The Nike A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide. The Swoosh logo at the side of each shoe is intended to represent the wing of the Greek Goddess Nike. The vibrant spirit of this ancient goddess has bridged the gap between ancient mythology and modern technology, and manifested itself through the most successful shoe company of all time. The Nike of Samothrace captures the essence of the goddess in a dramatic pose. Her body leans forward as her robust wings heave upwards, creating a magnificent balance and sense of motion. Recovered in the Sanctuary of the Great Gods by a French explorer in 1863, the statue stands 8 feet tall. The deep lines and contrasting textures of the feathers, fabric, and skin allude to the elegance of past Greek style. Of all similar remains from ancient Greek art, this famous Hellenistic sculpture best reflects the sense of pride, honor, and victory associated with the goddess. The Swoosh logo was created by Caroline Davidson in 1971. Davidson was asked by Phil Knight, co-founder of Nike, to create a logo that could be placed on the side of the shoe. She gave him the Swoosh, and he in return gave her $35.00. When the Swoosh is inverted and placed next to the wing of The Nike of Samoth... ...oddess of victory, a company of highest ideal was born. As depicted in The Nike of Samothorace and Nike Adjusting Her Sandal, honor and achievement were of highest importance to the Ancient Greeks. The victory Nike brought the Greeks in the war with the titans is analogous to the victories our athletes bring us in the Olympic games. The vibrant spirit of the ancient goddess has bridged the gap between centuries, and proved itself as the paramount shoe company. The Nike Swoosh embodies the vitality of the winged goddess who brought inspiration to the most courageous and chivalrous warriors at the dawn of civilization . Bibliography Stokstad, Marilyn, Volume One Art History. Prentice Hall, and Harry Abrams Inc., 1995. The History of Nike, http://www-personal.engin.edu/~jhwiii/nikehist.html alt.culture:Nike, http://www.altculture.com/site/entries/nike.html

Major Historical Developments of the Early Renaissance

According to Perry in his book, during the Middle Ages people praised the greatness of God.   They saw preparation for heaven as the most important reason for life.   The beginning of the change from the medieval outlook to a modern one is called the Renaissance, or rebirth.   It was the time of gradual change, not a sharp break in the Middle Ages.   They continued to believe in the teachings of the Church.   But to their religious beliefs they added many worldly interests and activities. During the Medieval Europe, we can say that the Church plays an important role in the society, particularly the Christian belief.   It is said that it was the foundation of medieval civilization.   It gives form, direction and unity in the society.   The people believe that the path to heaven is through the church. The church was the center of life among medieval people.   It was used as a community center.   The church services were part of medieval people’s daily lives.   The priests also play as the teacher among villagers.   They taught them the sacraments and teachings of the church.   They provided services among the villagers like mass, provided care for the needy and sick, and taught children Latin.   The Monks and Nuns were the finest examples of the Christian way of life according to the people during this period. One contribution to civilizations of the Middle Ages was that the convents and monasteries during this time established hospitals and provided shelter for travelers.   It is also consider as the center of learning.   They converted pagans to Christianity.   Mendicants were visible in towns and even on open roads. They preach and they meet their needs by begging.   Among those mendicants were Franciscans, Poor Clares and the Dominicans.   The Dominicans main goal was not only to preach but also to convert every individual. The Church during this time insisted that people should obey the rules and doctrines of the Church in order to reached heaven. They tried to persuade heretics to return to the fold.   If that failed, it would threaten them with excommunication.   An excommunicated person would be expelled from the church and denied the sacraments.   In the Age of Faith no punishment could be worse than this one. Renaissance Renaissance is the term used during the beginning of change from the medieval outlook to a modern one; it also means rebirth.   It was also the time of gradual change.   Renaissance people during this time were neither nonbelievers nor heretics.   They still believe in the teachings of the church.   But as time goes by, changes have brought to their beliefs that affect their activities and worldly interests.   Renaissance does not only bring some changes in the beliefs of the people.   Humanism is one example of this.   There are individuals who were known as humanists. The first great humanist of the Renaissance was Francesco Petrarch.   He collected ancient Latin and Greek manuscripts and imitated the style of Great Roman poets.   He explored and sought his innermost feelings.  Desiderius Erasmus, a gentle Dutchman was one of the respected Christian humanists.   He was interested in studying human behavior.   He wanted people to be kind and reasonable.   He was consider as a Christian humanist because he spread the new learning and sought a deeper and purer religious devotion. There were medieval artists that were known during this time like Raphael, Michael Angelo Buonarotti, and Leonardo da Vinci.   They express their feelings through paintings.   Their work of art focuses on religion.   Among their work of art were Madonna by Raphael; the paintings of Michael Angelo in the ceiling of the Sistine Chapel; and even Mona Lisa of Leonardo da Vinci.   All of this was reflections of the Christian religion.  Like the Renaissance, the Reformation plays a big role during this time.   Reformation was the time when many Christians left the Catholic Church. There are people that led to this reformation. One is John Wycliffe, he was from England who questions the basic teaching of the church – – that people can reached heaven through the Church.   Another reformist was John Huss of Bohemia who was influenced by Wycliffe.   He challenged the authority of the Pope, denounced the wealth of the clergy and called the deepening of spiritual feeling.   The third reformist was Martin Luther, who was a German Monk who believes that people could reach God by Faith alone. He also nailed on the door of Wittenberg his Ninety-Nine Theses which denounces the indulgences of the Church. As a whole I can say that reformation plays a big role in the changes that occur to the religious beliefs of the people.   It divided the unity of faith among westerners from Catholicism emerge Protestantism.   The Reformation also helps to develop modern economics attitudes.   The secular attitude of the Renaissance contributed in the politics and the economic life of people in the society. Reference: Unfinished Journey: A World History. 1983. Marvin Perry. Houghton Mifflin Company. Boston, Massachusetts. ISBN: 971-11-0125-4      

Ilford cricket team data analysis project Essay

The problem I am investigating is the process in which information from a cricket match is analysed in view of the scores recorded from a match. The problem is that the cricket team captain and coach have a very hard task to change tactics during a match, and after a match. Things such as runs per over, runs needed for victory etc are all needed during a match for tactics, and after a match to see what went wrong. They must do many manual calculations to work out such things and this can cause many errors, as human error is inevitable. Also they cannot draw graphs of data to analyse the data easily, because this requires skill and time. This problem can lead to many problems such as inaccurate analysis, and therefore error in judgement over tactics. This can inevitably have an overall effect on the game as losing and winning a game can rely on this. This can all be solved with the use of computers. Feasibility Study Realistic appraisal of the feasibility of potential solutions. The feasibility stage of my project involves five main sections; these sections include the Technical, Economic, Legal, Operational, and Scheduler sections. These will have to be considered before the analysis to see if this project will be a feasible for the cricket team. I must consider the current software and hardware the cricket team already has available to him. Technical Feasibility Technical feasibility means investigating whether the technology exists to allow for a computer system such as the one I have proposed. Clearly the technology is available and so this means that this project is technically feasible. This project will require on the shelf software, so this is easily available and economic compared to bespoke software. Also the actual hardware requirements are not very demanding and could be already available to the team. This is all extremely important because this is such a big step for the team. Economic Feasibility Economic Feasibility is to view the costs and benefits of the potential system, both running costs and initial costs and then see if the benefits are greater than the costs, which if it is, means that the project is economically feasible. As the team is losing a lot of time through having to record scores manually, and is often making mistakes, it will mean that the new system will make it more efficient and worthwhile. Which will mean data is analysed quicker and so the coach and the captain can quickly change tactics and hopefully keep better tactics and win games. I have already mentioned this project is fairly economic in its initial costs, as the hardware and software are very cheap. Legal Feasibility. Legal feasibility means that your system should comply with the data protection act and the security rights of any data used in your project. The system should overall comply with the rules of the data protection act. In order to do this the system should be password protected so only authorised personnel can access the system. So if the system is created in this way, then the system will be legally feasible. Operational Feasibility Operational feasibility considers the social factors, which will affect the everyday working of the people using the system. This will not be too much of a change for the cricket team because they have manually been doing the job, so it will mean that they can fairly easily operate the new system. This system is operationally feasible because the team is already trained on using the current system and so knows how the cricket game is scored. The only problem might be the level if computer literacy that the cricket team has, but because of the simplicity of the system, the team will be able to operate the system with very little training. Therefore very soon the team will be able to operate the systems efficiently and so this means that the system is operationally feasible. However a user manual will be needed, in order to provide the basic instructions on how to use the system. Schedule Feasibility Schedule feasibility looks at the time span needed to introduce the new system and whether after its introduction there will be enough time to learn how to use it and use it efficiently. The answer to this is very obvious. Due to the fact, that it will take very little time to set-up this system as the software and hardware is available immediately and the training needed to use the system is very small, so the system will be ready to use very quickly after it has been made. And so means that this project will be feasible, in terms of schedule. The team will be hoping that the system can be built as soon as possible as the team is presently losing a lot of valuable time and would like to become more efficient as soon as possible. Investigation and Analysis. I started my investigation by firstly posing a questionnaire to the Ilford Cricket Team captain, Inam Arif. Questionnaire Question 1 I Are there any problems with the current system? YES/NO II If yes. Outline the problems below. Analysis of Questionnaire The interview that took place with the cricket team captain of Ilford cricket team, Inam Arif, on the 11th of November, in which I posed the above questionnaire to him, was very helpful for both him and me. It made me aware of the exact specifications that my system will need, to maximise the benefit for Inam and his team. It was a very successful interview as I do not now need a secondary interview as all aspects of what I needed to know have been covered, however a contact number for Inam has been taken and if there are any further questions I can contact him to query him further. A copy of the answered questionnaire can be seen in the appendix. Identification of the prospective user (s), and identification of user’s needs and acceptable limitations (using appropriate methods – summarised as necessary). The prospective user of the system will be the team captain and the coach, the coach will use the system to analyse data from a match and pass the information to his captain to act upon it. The coach will need full access to the system because he will need to input information into every part of the system. The captain will not need access into the system, because the coach will be verbally telling him actions to take, however if the captain does wish to see his teams position during the game, then he can be allowed view only access to the data, in a shortened form, with only the appropriate data which he needs, set out for him. To work out what the needs and acceptable limitations are, I needed to do some investigation myself into the possible problems a cricket team could face; I had to do some cricket analysis myself. From the interview, I knew that his team were in constant problems of not knowing where his team stood during a match and if they were going at the required speed that they should be playing or if they had to change tactics to win the game. They did not know at any stage, if their run rate was at the required rate or if they had enough wickets in hand to start to attack or if they should defend. They also did not know at what stage the other team was at the same time, when they were batting or bowling. To work out these things, he and his coach were constantly doing manual calculations working out run rates, total runs at each stage of the game, and total wickets and plotting these on a graph. He said what they needed was a system where all they did was input the runs and the wickets taken each over and for a computer system to work out the run rates of each team and the total runs manhattan, and total wickets, and for the computer to output three outputs in which they could tell these three things in the form of a graph. So to further decide on how I would go about implementing what Inam required. I decided to watch the Ilford cricket team play, I decided to keep score of the game and then analyse the game, working out such things as runs per over and runs needed for the other team etc. I discovered that I faced the following problems using this manual method: 1. I had the problem of not knowing at any one stage of the game, which team was in a stronger position and what kind of situation each team was in, so it was not possible for the captains and the coach to change tactics etc. 2. Also mistakes were a constant problem. I kept making mistakes in calculations and not putting the right data where it belonged. 3. I could not analyse the scores very easily, as there was no other forms of presenting the data other than just simply reading off scores, there was no graphs etc. 4. I could not create interesting links between the data and make no comparison, as there was not sufficient information or presentation of data to do this. 5. I could not stop in the middle of the game and predict who was winning the game or who had a better chance of winning, I just knew at the end who had won and who had lost. 6. The verification and validation of my work was very hard and time consuming, but was necessary to insure that everything was very accurate. 7. Also backing up data can be a very hard process, because it involves writing up everything or photocopying everything again, which is very time consuming and also means that if anything is wrong once then it is wrong again and all the time is spent on copying it is wasted. 8. Also the writing can be worn out and can rub off leading to inaccurate results. All these problems just lead to uncertainties and errors in judgements and an inefficient use of time and resources, which can be stopped by the use of computers. From my research I have concluded that the Ilford team need a system which can tell them the situation of each team at any certain stage during the match, so they need outputs which show the progress during certain stages of the game. In order to resolve all these problems, and looking at the best form of the solution for this problem I have decided to create a spreadsheet for the Ilford cricket team. So that the captain and the coach can easily predict things during a match and then accordingly change tactics and hopefully improve their game. There are many possible ways in which I can design my spreadsheet to meet the specific requirements for the Ilford cricket team. First I looked at the possible programs I could use to design my solution just in case the spreadsheet was not my ideal solution. The programs that are available for me to design my system are: 1. Microsoft Word This program is a very powerful word processor that allows you to create reports, letters, and other documents. I will not be using this because this program is for writing documents, and it is not intended for calculating data and making graphs and outcomes. 2. Microsoft PowerPoint This is a presentation program that can be used for presenting work and ideas. PowerPoint is able to show slides one after another, and make it into an animation that helps put ideas across better. It is not intended for building my system, because it does not have the necessary tools 3. Microsoft Excel This is a spreadsheet that is very powerful at computing complex financial related calculations. It is mainly used for creating various kinds of graphs from inputted data. This program would be ideal for my project as my project included inputting complex data in to a spreadsheet and getting outcomes using complex calculations and also creating various graphs to show data in an easier to understand form. 4. Microsoft Access This program is a database, this means it was created to store vast amounts of data, which can be sorted and searched. This would not be a suitable program for designing my scoreboard as it does not carry out complex calculations nor does it create graphs. Justification of chosen solution So overall I have concluded that this task will need the use of a spreadsheet, a computer will be used as filing cabinets get old and rusty and they take up space where as the computer takes up less space and looks professional. Secondly it is not easy to edit and store things on paper and filing cabinets where as the computer can store things neatly and efficiently, and also the data does not get misplaced. Finally its not easy to make backups of information on paper because it will require a lot of time and work, whereas on a computer it is much more time efficient and easy to make backup on a computer. Using a tape drive and/or any other form of storage. The spreadsheet will have minimal inputs and many outputs in order for me to work out outcomes/predictions and forecast the game to change tactics etc. This would be very useful to the team because their work will be cut substantially and they will need less labour to work on the score analysis, so it will cut costs. Using the spreadsheet program MS Excel I will be able to carry out my work more efficiently and accurately because it will organise my work. I will be able to insert formulas into my spreadsheet, which will do all the calculations for me and therefore will leave me with no mistakes in calculations. Also MS Excel will create all graphs and outputs to forecast the game for me leaving me with no need to employ skilled workers whom know how to make graphs. So overall it will be cost effective efficient and very productive to use the spreadsheet on a computer and go ahead with the project. A template of a scoreboard with all the appropriate formulas already inserted in the spreadsheet will be given to the coach. After the scores are input into the spreadsheet, the spreadsheet will automatically create graphs and tables to show progress and comparisons and analysis of the scores, for the coach to use and convey to his captain in order to change his tactics to benefit his team. This problem to predict what happens next requires a method of forecasting which can be used in a spreadsheet by entering the formula in to next cells, which is related to the formula before. This can help to predict things, which can happen next by inputting a thing into one cell and looking at the outcome, and then predict what can happen next. This is done by finding the next number in the series from the results and the trends of the previous results. Also the spreadsheet can be used to predict if the predicted target is what the team achieved and if not what was the difference in them reaching this target. Using the spreadsheet you will be easily be able to see anticipated results and what actually happened and also be able to predict instantly what is happening in between a game and who is in the stronger position of the two teams. This is all what is needed by a coach and captain of a team to improve his quality of work and also his tactics and hopefully win games. Data Flow Diagram Current System SYMBOL KEY: = ENTITY = PROCESS = DATA FLOW FIGURE 1. 1 Process Flowcharts Data Flow Diagram Proposed System SYMBOL KEY: = ENTITY = PROCESS = DATA FLOW = DATA STORE FIGURE 1. 2 Process Flowcharts Entity Relationship Diagram Current System SYMBOL KEY: = ENTITY = ATTRIBUTES FIGURE 2. 1 File Structure Table Entity Relationship Diagram Proposed System SYMBOL KEY: = ENTITY = ATTRIBUTES FIGURE 2. 2 File Structure Table Explanation of DFD’s and E-R diagrams Figure 1. 1 and Figure 1. 2 both show data flow diagrams of the current and proposed systems. Figure 1. 1 shows the data flow diagram of the current system, it shows the processes and the data flows. Figure 1. 1 shows that the data source is the coach and the cricket scores, and it shows the destination is the cricket team captain and his team; this is the same data source and destination for the proposed system DFD aswell. Figure 1. 1 shows that the cricket scores are received by the coach and are calculated manually, and then analysed and passed on to the team captain so he can change his teams tactics to try and win the game. Figure 1. 2 also shows that the coach receives the data from the cricket scores, but then inputs this data into the new system, which calculates and analyses the information for him and produces outputs, which he views and then tells his captain if his team are ok and should carry on doing what they are doing now, or they should change their tactics, the captain the relays his orders to his team, so that they succeed in the game. Figure 2. 1 shows the entity relationship diagram of the current system and figure 2. 2 shows the entity relationship diagram of the proposed system, they are almost the same, there is a one to one relationship with the team and set of batting and set of bowling results. However dude the proposed system able to output a set of results analysis, in the form of graphs etc. There is a third one to one relationship between the team and the set of cricket results analysis. Objectives of the report There are many objectives of the report.   Successfully working system   No bugs   User friendly system   Helps team to win more games   Helps team to change statistics in the best way. Fufill the requirements of Inam Arif, the cricket team captain of Ilford Cricket Team. 1) The main aim is to find the best possible solution for the captain and the coach of the team. This meant that I had to make a spreadsheet which will find the predictive outcomes as accurate as possible the more accurate the better. The spreadsheet will also be the better if it is able to do more and more of the calculations needed for the spreadsheet for the user. 2) To fulfil my aim I will use the most features available to me as possible to overcome my problem. 3) The solution I choose must: (a) Predict the match’s outcomes efficiently, thus allowing the coach to gain an understanding of the game, and hence change tactics to benefit his team. (b) Be easy to use, so that the coach does not waste time trying to work out how to use some parts of the program and so he/she can, quickly learn how to use it, and gain a better understanding of the match being played and enjoy it more. (c) Make the cricket team more efficient in their tactics during a match. This should mean that they play better and hopefully win more games. The three outputs needed from the system in the end to make it successful should be: A graph of the run rates per over, showing the run rate each over of the whole match.   A scoring manhattan type graph showing the runs made each over and overall runs during the match.   A graph showing the wickets taken during the match at what point in the match the team was losing the wickets. All the above objectives have to be covered, to make my system a successful one. Design Overall System Design Description of modular structure of system – (not detailed algorithm design) Identification of suitable algorithms for data transformation – (not detailed algorithm design). There are 3 worksheets and 3 graphs in total. The first worksheet has two tables in it. The bowling first and batting first tables. The second worksheet has two tables in it aswell. The bowling second and batting second tables. The third worksheet has 3 tables, these are comparisons of Run rate per over, total runs, and total wickets between the two teams. The three graphs are outputs from the data in all three worksheets, the first graph is a graph showing the run rates per over for both teams, the second one shows the total runs for both teams, and the third one the total wickets for both teams. The tables in worksheet 1 are made out of formulae where you enter the runs per over and wickets per over, and the computer works out the rest of the data, i. e. the run rate per over, the number of wickets taken and total runs for you. The tables in worksheet 2 are made up of some data from worksheet 1. The batting second table has a target column and this is made from data in worksheet 1 showing total runs for the batting first team, because the batting second team must reach the total runs made by the batting first team. The third worksheet is made up of data from both the first and worksheets. The data for comparison of run rates per over, total runs and total wickets, are taken from the first two worksheets. The total runs and run rate per over figures are taken from the batting first and batting second tables. The total wickets figures are taken from the bowling first and bowling second tables. All this data is linked using macros into worksheet 3 and then sheet 3 is used to output the 3 graphs. The data from the three comparison tables in worksheet 3 is used to create the three graphs. Below a illustrated version of how the worksheets and graphs are linked is shown. Figure 3. 1 Symbol Key = Worksheet = Table = Graph = Links between the tables = Links between the tables and the graphs Definition of data requirements, such as input and output data types and formats Data types were numbrs, ouputs r graphs, etc. Identification of appropriate storage media and format Print outs, hard disk and floppy Identification of any validation required Sample of data validation, illustrating the operation of error messages Maximum figures, screen shots of the validation, and illegal data. User interface design including input / output forms and reports. Inputs-runs per over, and wickets per over, and overs happened. Input forms sheet 1 and sheet 2 3 colums each Sheet 3 all done formulae And outputs r graph 1 2 3.. Run rates per over Total runs Wickets Good HCI design: Considers The User – type of use and context – e. g. business or home – User needs/Usability Input/output devices – choice of and appropriateness of Dialogues – to be relevant, simple and clear Colour – use of and colour combinations Icon usage and presentation – 3D effects and depth perception Provides Feedback Exits – clearly marked On-line help Shortcuts Helpful error messages. Prevents errors occurring Minimises the amount the user has to remember Sample of planned data capture and entry Data capture in to the sheets,on the comp straight, and if bak up needed, then scores written on paper in this data form. but input later,then calculated. Description of record or database structures Screenshots of the records of each cell, properties etc. Sample of planned valid output The three graphs. three outputs. File organisation and processing forgot Database design including E-R model Entity relationship diagram Description of measures planned for security and integrity of data Description of measures planned for system security (access control) Security, passwords etc Overall test Strategy Top down, bottom up; Black-box testing. White-box testing. Identify suitable test strategies and select and document suitable test data. Unit testing, Integration testing, System testing, Acceptance testing. Test solution and document the results of testing. Technical Solution Write up and discussion of technical solution could refer to other sections Copies of code listings (preferably in the appendix) Details of software tailoring (evidence may be in the systems maintenance section). System Maintenance Develop and document a solution for maintainability. For maintainability a solution should be evaluated in terms of the ease with which it can be corrected if an error is encountered, adapted if its environment changes, or enhanced if customer changes requirements. Use my project to make a documentation on how to maintain this thing. System Testing Use wat I made in excel to test in the testing thing. User Documentation Talk about how to use the system. Appraisal Evalutation of the objectives outlines b4 Sheryar Majid 13D/CO 28/04/07.

Total Quality Management Survey

Total Quality Management Survey Customer satisfaction is important to an organization because it leads to repeat business. In order for companies to thrive, the need for value is essential to customer satisfaction (Goldman, 2003). This paper will explain the value of quality in relationship to customer satisfaction as well as research three separate organizations that represent different economic sectors, and provide a description of the need for customer-driven quality for each of these organizations. Additionally, a matrix model will be constructed outlining the differences between the strategic roles of total quality management (TQM) within each of the chosen organizations.The organizations of focus will represent the manufacturing sector, service sector, and government sector. Each of these sectors has different values when it comes to quality in customer dealings, and strategies towards total quality management. These different views are established through customer needs and the level of growth within their s ector.ManufacturingThe first organization of focus, which represents the manufacturing sector, is Medrad, Inc.US Navy 080716-1786N-N-016 Rear Adm. Raymond Berub...Their customers are primarily from the food service industry, such as schools, restaurants, institutional food services, and healthcare services. The company is a subsidiary of Cargill Foods and has been the Baldridge National Quality Programs (BNQP) Award recipients for two years, 1999 and 2005. Their products include over 160 egg, pre-cooked, frozen, and other refrigerated items, which they deliver through specialty deliverers, broadline distributors, or by direct delivery arrangements. The Core Ideology includes the purpose, values, and mission. The Core Purpose: to be the supplier for worldwide customers; Core Values: focus on customers, quality, safety, stakeholders, and ethics (BNQP, 2005). Mission:Sunny Fresh Foods will be the preferred supplier of quality, value-added food products serving primarily the foodservice industry. We will be a best-cost producer and a leader in developing and implementing innovative products, processes, and services to meet the needs of an evolving global marketplace. (National...

The History of the Supercontinent Pangea

The History of the Supercontinent Pangea Pangea, also spelled Pangaea, was a supercontinent that existed on the Earth millions of years ago and covered about one-third of its surface. A supercontinent is a very large landmass that is made up of more than one continent. In the case of Pangea, nearly all of the Earths continents were connected into one large landmass. It is believed that Pangea began forming about 300 million years ago, was fully together by 270 million years ago and began to separate around 200 million years ago. The name Pangea is ancient Greek and means all lands. The term began being used in the early 20th century after Alfred Wegener noticed that the Earths continents looked like they fit together like a jigsaw puzzle. He later developed his theory of continental drift to explain why the continents looked the way they did and first used the term Pangea at a symposium in 1927 focused on that topic. Formation of Pangea Due to mantle convection within the Earths surface, new material constantly comes up between the Earths tectonic plates at rift zones, causing them to move away from the rift and toward one another at the ends. In the case of Pangea, the Earths continents were eventually moved so much over millions of years that they combined into one large supercontinent. Around 300 million years ago the northwestern part of the ancient continent of Gondwana (near the South Pole), collided with the southern part of the Euramerican continent to form one very large continent. Eventually, the Angaran continent, located near the North Pole, began to move south and it collided with the northern part of the Euramerican continent to form the large supercontinent, Pangea, by about 270 million years ago. It should be noted however that there was another separate landmass, Cathaysia, which was made up of north and south China that was not a part of the larger Pangea landmass. Once it was completely formed, Pangea covered around one-third of the Earths surface and it was surrounded by an ocean that covered the rest of the globe. This ocean was called Panthalassa. Break-Up of Pangea Pangea began to break up about 200 million years ago as a result of the movement of the Earths tectonic plates and mantle convection. Just as Pangea was formed by being pushed together due to the movement of the Earths plates away at rift zones, a rift of new material caused it to separate. Scientists believe that the new rift began due to a weakness in the Earths crust. At that weak area, magma began to push through and create a volcanic rift zone. Eventually, the rift zone grew so large that it formed a basin and Pangea began to separate. In the areas where Pangea began to separate, new oceans formed as Panthalassa rushed into the newly opened areas. The first new oceans to form were the central and southern Atlantic. About 180 million years ago the central Atlantic Ocean opened up between North America and northwestern Africa. Around 140 million years ago the South Atlantic Ocean formed when what is today South America separated from the west coast of southern Africa. The Indian Ocean was the next to form when India separated from Antarctica and Australia and about 80 million years ago North America and Europe separated, Australia and Antarctica separated and India and Madagascar separated. Over millions more years, the continents gradually moved to their current positions. Evidence for Pangea As Alfred Wegener noticed in the early 20th century, the Earths continents seem to fit together like a jigsaw puzzle in many areas around the globe. This is the significant evidence for the existence of Pangea millions of years ago. The most prominent place where this is visible is the northwestern coast of Africa and the eastern coast of South America. In that location, the two continents look like they were once connected, which they, in fact, were during Pangea. Other evidence for Pangea includes fossil distribution, distinctive patterns in rock strata in now unconnected parts of the world and the distribution of the worlds coal. In terms of fossil distribution, archaeologists have found matching fossil remains if ancient species in continents are separated by thousands of miles of ocean today. For example, matching reptile fossils have been found in Africa and South America indicating that these species at one time lived very close to each other as it is not possible to them to have crossed the Atlantic Ocean. Patterns in rock strata are another indicator of the existence of Pangea. Geologists have discovered distinctive patterns in rocks in continents that are now thousands of miles apart. By having matching patterns it indicates that the two continents and their rocks were at one time one continent. Finally, the worlds coal distribution is evidence for Pangea. Coal normally forms in warm, wet climates. However, geologists have found coal under Antarcticas very cold and dry ice caps. If Antarctica were a part of Pangea it is likely that it would have been in another location on the Earth and the climate when the coal formed would have been very different than it is today. Many Ancient Supercontinents Based on the evidence scientists have found in plate tectonics, it is likely that Pangea was not the only supercontinent to exist on the Earth. In fact, archaeological data found in matching rock types and searching for fossils shows that the formation and break-up of supercontinents like Pangea are a cycle throughout the Earths history (Lovett, 2008). Gondwana and Rodinia are two supercontinents that scientists have discovered that existed prior to Pangea. Scientists also predict that the cycle of supercontinents will continue. Currently, the worlds continents are moving away from the Mid-Atlantic Ridge toward the middle of the Pacific Ocean where they will eventually collide with one another in about 80 million years (Lovett, 2008). To see a diagram of Pangea and how it separated, visit the United States Geological Surveys Historical Perspective page within This Dynamic Earth.

The Sindhu (Indus) River

The Sindhu (Indus) River The Sindhu River, also commonly referred to as the Indus River, is a major waterway in South Asia. One of the longest rivers in the world, the Sindhu has a total length of over 2,000 miles and runs south from the Kailash Mountain in Tibet all the way to the Arabian Sea in Karachi, Pakistan. It is the longest river in Pakistan, also passing through northwestern India, in addition to the Tibetan region of China and Pakistan. The Sindhu is a large part of the river system of the  Punjab, which means land of five rivers. Those five rivers- the Jhelum, Chenab,  Ravi,  Beas, and  Sutlej- eventually flow into the Indus. History of the Sindhu River The Indus Valley is located on the fertile floodplains along the river. This region was home to the ancient Indus Valley Civilization, which was one of the oldest known civilizations. Archaeologists have uncovered evidence of religious practices starting in about 5500 BCE, and farming began by around 4000 BCE. Towns and cities grew up in the area by about 2500 BCE, and the civilization was at its peak between 2500 and 2000 BCE, coinciding with the civilizations of the Babylonians and Egyptians.   When at its peak, the Indus Valley Civilization boasted houses with wells and bathrooms,  underground drainage systems,  a fully developed writing system,  impressive architecture, and a well-planned urban center. Two major cities,  Harappa  and  Mohenjo-Daro, have been excavated and explored. Remains including elegant jewelry, weights, and other items. Many items have writing on them, but to date, the writing has not been translated. The Indus Valley Civilization began to decline around 1800 BCE. Trade ceased, and some cities were abandoned. Reasons for this decline are unclear, but some theories include flood or drought. Around 1500 BCE, invasions by the Aryans began to erode what was left of the Indus Valley Civilization. The Aryan people settled in their place, and their language and culture have helped to shape the language and culture of todays India and Pakistan. Hindu religious practices may also have their roots in Aryan beliefs. The Sindhu Rivers Significance Today Today, the Sindhu River serves as a key water supply to  Pakistan  and is central to the country’s economy. In addition to drinking water, the river enables and sustains the country’s agriculture.   Fish from the river provide a major source of food to communities along the river’s banks. The Sindhu River is also used as a major transportation route for commerce. Physical Attributes of the Sindhu River The Sindhu River follows a complex path from its origin at 18,000 feet in the Himalayas near Lake Mapam. It flows northwest for roughly 200 miles before crossing into the disputed territory of Kashmir in India and then into Pakistan. It eventually exits the mountainous region and flows into the sandy plains of the Punjab, where its most significant tributaries feed the river. During July, August, and September when the river floods, the Sindhu stretches to several miles wide in the plains. The snow-fed Sindhu River system is subject to flash floods, too. While the river moves quickly through the mountain passes, it moves very slowly through the plains, depositing silt and raising the level of these sandy plains.

DQ7 Essay Example | Topics and Well Written Essays - 500 words

DQ7 - Essay Example For example, it is a common practice in business that the quotations or estimates submitted for a project tapped by the competitors using false means. They will utilize the information in the tapped documents for their advantages while submitting their quotations for the same project. In a highly professional business world such things may not be considered as a sin. But ethically it is not a good practice since such practices may result in unhealthy competition which will be harmful to the overall business activities. A company which follows strong ethical standards in their business will never go after such undercutting methods and we can conclude that normal decisions and moral decisions are entirely different in the current world in general and in the business world in specific. Morality is a social invention which is essential for the sustainability of a society. We cannot think of a society which is filled with immoral activities, survive for a long period. For example, if robbery is legally allowed in a society to tackle poverty, what will happen? Thus moral decisions are always different from the rational decisions. Information is one of the main segments of an organization. It is often said that man, material, machine and money (4M’s) are the four major components required for the smooth functioning of an organization. In fact information is equally important with the above mentioned 4M’s of business. Like all the other resources of an organization, information of a company needs to be protected well for the business growth. It is easy for the competitors to devise strategies well in advance to counter the innovative and challenging business strategies of an organization, if the secret information of the company leaked via the managers or some other employees of the organization. The managers have a variety of the information regarding the future plans of an organization. It is necessary to keep such information as secrets for the well

Read 7 articles Essay Example | Topics and Well Written Essays - 1750 words

Read 7 articles - Essay Example After the hurricane had wreaked havoc a great effort went in for rescuing those stuck in it. This effort could have been well spent to provide relief to the affected. Thus we conclude, that key officers, especially those in decision making posts should be trained to handle emergency decision making. Special leadership programs should be initiated where officers and politicians holding key positions are trained to respond to emergency and take effective decisions in the minimum possible time. Alternately, the officers can be taught emergency decision making with the help of Department of Defense, in special camps, where they are acquainted with emergency response methods of the armed force. Decision to evacuate can also be practiced in simulated exercises and circumstances. The second major impairment occurred due to failure of communication channels and absence of command and control system. The authorities in all major cities especially the coastal areas should be networked through satellite wireless communication network. A satellite wireless network has minimum chances of damage in event of a natural calamity. Even in normal times, the wireless network should be put to use to check its efficacy. Alternately, a computer program of wireless network can be maintained at all the state capitals and the Headquarters. Such program can be used to materialize, an emergency network, in a particular area in the shortest possible time. The National Communication System should be strengthened with all the above suggestions. The third factor that affected the rescue work was the civil-military coordination. Though the army provided emergency help its prowess could not be put to full use due to lack of coordination. The civil-military coordination can be increased in by conducting emergency management drills during normal times. The military and civil officials can meet more often, discuss and plan out emergency

Sexually Transmitted Infections Essay Example | Topics and Well Written Essays - 500 words

Sexually Transmitted Infections - Essay Example Treatment is with azithromycin (single, 1g dose) or doxycycline (100mg twice daily for a week). A possible complication includes pelvic inflammatory disease (PID). This may lead to chronic pelvic pain, ectopic pregnancy and infertility. Treponema Pallidum and Neisseria Gonorrhoeae are both infections caused by a bacterium. While the infection with T. Pallidium (syphilis) manifests in the form of painless ulcers on the sites of infection, infection with N. Gonorrhoea (gonorrhea) presents in the form of painful urination, bleeding between periods and discharge from the vagina in women and discharge from the penis and painful, swollen testicles in men. Both infections may be passed from mother to baby. Syphilis may cause anomalies in babies (Syphilis, 2006). Both are diagnosed by detecting the bacterium in scrapings and samples. Syphilis may be diagnosed by detecting antibodies too. Both are treated with antibiotics. Both organisms can pass through blood to other organs. Complications of syphilis mainly involve the cardiovascular system and brain. Gonorrhoea causes PID. This in turn may lead to chronic pelvic pain, ectopic pregnancy and infertility. Both infections make the sufferer more susceptible to acquire HIV and if not treated, both may lead to death. I will explain that HSV

U.S. Fiscal Budgeting and Government Essay Example | Topics and Well Written Essays - 3000 words

U.S. Fiscal Budgeting and Government - Essay Example The proposal has recently sparked debates on both the Republican and the Democrat controlled Congress, an ordinary occurrence prevalent in American history especially during those times when the president puts forward his budgetary plan. Both the Republican and the Democratic parties would often disagree on what causes imbalance on the Federal budget, and oftentimes, heated debates soon ensue with regards the subject. The issue of budget in the US is an interesting topic to listen to except that ordinary Americans are not privy to the language and the esoteric terms employed in this discussion. It is also imperative that the public and the US legislators be able to pinpoint the sources of imbalance in the federal government expenditures. The president, as a rule, submits his proposal in the month of February after which it is submitted to the Congress on the first Monday of the said month. As this is only a proposal, the budget constitutes and specifies the government’s intended spending for the following fiscal year. This proposal is backed by voluminous documents aimed at convincing the Congress of the importance and value of the budget provisions. The cabinet and the agencies under the Federal government likewise submit their proposals which will consequently be included in the final version of the proposed budget (Taylor 1950). This proposal contains some line items specified as discretionary and some as mandatory expenditures. Discretionary spending obliges a yearly appropriation bill, a piece of legislation which should be enacted and determined by the Appropriations Committee of both Houses of Congress – the Senate and the House of Representatives. This spending is under the discretion of the Congress and usually lasts for one year. On the other hand, mandatory spending is a spending which also requires legislation but is not dependent on a yearly appropriation bill. Examples of these are Social Security

Cost-Benefit Analysis and Ethics Analysis Essay

Cost-Benefit Analysis and Ethics Analysis - Essay Example Cost-benefit analysis is a systematic process used in calculating and comparing benefits and costs of a project. It involves assessing the monetary social costs and benefits of a capital investment project, over a specified period. People debate public health policies on the grounds of costs and monetary benefits. Cost-benefit analysis helps in assessing the desirability of public health policy such as the countrywide immunization of children using new drugs or the supply of clean water to the community to avert the widespread of water borne disease. For instance, in the case of a business making an investment, when the projected revenues are more than the costs then the government are expected to adopt a cost-benefit analysis of the public health policy. Cost benefit analysis ensures better regulation and avoid inefficiency in the public sector and distribution of its resources. It helps to find out whether the benefits of a given policy outweigh the costs1. Cost-benefit analysis re quires expensive technique and data. When done poorly the analysis will create a false sense of clarity and precision. It involves organizing, evaluating and presenting information about how the government can improve the public health sector. Principles of cost-benefit analysis include appraisal of a project that involves the economic technique for project appraisal. It incorporates externalities into the equation. These could include wider social impacts and the private economic costs, hence estimating the social welfare effects of the health policy. The economics of time is a principle used to determine the health impacts of the policy in the future. The cost-benefit analysis gives an opportunity for proposals of the different public health policies to rank according to those that provide the highest benefits in social welfare, which is a significant aspect, to the limitations of government spending. Due to the use of indirect methods in approximating the monetary actions of the public health policy, cost-benefit analysis is very costly. The use of indirect methods is because many public services do not have equivalents in the private sector. In the public health policy, human health data statistical models and laboratory experiments play a significant role. Some crucial public health protection needs can only be met effectively through government action and cost-benefit analysis provides guidance to these actions. Cost-benefit analysis is used as a channel to effective public health policies where there is the issue of inefficient market within the private sector depending on how their actions affect the health of the public. In using cost-benefit analysis in the public health policy, regulations maintenance includes those that demonstrate benefits exceeding the costs. Because of this, the regulations will ease the burden on the business and consumers that are out of proportion to gains in health, which leads to more considerations of mechanisms of achievi ng desirable health2. However, cost-benefit analysis is often viewed as an inconsistent procedure and should not be emphasized on public policy decisions. Cost-benefit analysis has several problems that range from deep ethical and logical contradictions and partisan abuse. It could be detrimental when cost-benefit does not define the important benefits, in monetary terms. Cost-benefit analysis is very costly and time-consuming because of the resources needed for a comprehensive cost-benefit ana

FEASIBILITY REPORT ON A CALL DIRECTORY SUPPLIER Research Paper

FEASIBILITY REPORT ON A CALL DIRECTORY SUPPLIER - Research Paper Example Therefore, the Reens Nigria Limited will purely sell directional information to its customers. Nonetheless, the information is intended to change very moment; thus, the company has considering running or operating on state of heart information providing service that will ensure that the customer is provided with accurate information (Dowling and Reinke 47). Additionally, the same information devises shall ensure that the customer never fails to be informed on their concern. Notably, the company will deal with professionals who will be able to multitask, in this sense they will be able to provide the customers with all the information that they require only on a one call service. Moreover, the company intends to tell on providing entertainment information including information clients on what movies are scheduled in their cinema halls. The Reens Nigria Limited intends to make its services affordable to its entire customer. Notably, it call service number 07009009000 will cost a custom er N30 per minute of call. The calls will be on second billing and will be available for customers using landline phones as well as mobile phones. The company’s head office is physically on the Plot 6A Tecee Drive, in the Ehoru Estate along School Road, Elelenwo, and Port-Harcourt of the Rivers State. The call center agents are expected to be friendly and accommodative of the clients’ questions and concerns of their directions; below are some images expected of our call center agent. Pictures retrieved from http://www.canstockphoto.com/images-photos/callcenter.html. Pictures a, b, c, e, f, and g show our clients at work while d shows the network of client that each of our call service employee can service with 59 minutes. Notably, pictures a, b, e, f, and g show how workers at the call center will be verifying clients’ information for accurate information delivery. Introduction Many people usually seek information concerning place, transport systems, and enterta inment services. Most of this information is usually available at the disposal of persons seeking such information. Therefore, it will be quite advantage to the clients and persons seeking such information. However, it will be vital for the Reens Nigria Limited to seek the use of numerous technologically related business ventures that will help it ensure that it has all the information that the client may require. It should be noted that failure to provide sucking formation needed by the client will be deemed as a failure on the delivery of the company and this may lead to bad reputation; thus, affecting the functionality and profitability of the company (Dowling and Reinke 72). The Reens Nigria Limited aims at providing local and to certain level, long distance telephone services. Therefore, it must seek the consultation and collaboration of advanced technologies in the communication sectors that include wireless communication services, fiber optics, internet, and satellite service s. Additionally, since Reens Nigria limited is not only encompassed with providing geographical information only, but also entertainment information services, Reens Nigria Limited must incorporate cable TV systems to help it in providing the entertainment services. The use of high speed internet will never be an option but a must thing for the Reens Nigria Limited (Abels and Klein 132). It is through such speedy internet services that it can access Google maps among other GPR services to provide information to the customer without delay. It should be not

Cost-Benefit Analysis and Ethics Analysis Essay

Cost-Benefit Analysis and Ethics Analysis - Essay Example Cost-benefit analysis is a systematic process used in calculating and comparing benefits and costs of a project. It involves assessing the monetary social costs and benefits of a capital investment project, over a specified period. People debate public health policies on the grounds of costs and monetary benefits. Cost-benefit analysis helps in assessing the desirability of public health policy such as the countrywide immunization of children using new drugs or the supply of clean water to the community to avert the widespread of water borne disease. For instance, in the case of a business making an investment, when the projected revenues are more than the costs then the government are expected to adopt a cost-benefit analysis of the public health policy. Cost benefit analysis ensures better regulation and avoid inefficiency in the public sector and distribution of its resources. It helps to find out whether the benefits of a given policy outweigh the costs1. Cost-benefit analysis re quires expensive technique and data. When done poorly the analysis will create a false sense of clarity and precision. It involves organizing, evaluating and presenting information about how the government can improve the public health sector. Principles of cost-benefit analysis include appraisal of a project that involves the economic technique for project appraisal. It incorporates externalities into the equation. These could include wider social impacts and the private economic costs, hence estimating the social welfare effects of the health policy. The economics of time is a principle used to determine the health impacts of the policy in the future. The cost-benefit analysis gives an opportunity for proposals of the different public health policies to rank according to those that provide the highest benefits in social welfare, which is a significant aspect, to the limitations of government spending. Due to the use of indirect methods in approximating the monetary actions of the public health policy, cost-benefit analysis is very costly. The use of indirect methods is because many public services do not have equivalents in the private sector. In the public health policy, human health data statistical models and laboratory experiments play a significant role. Some crucial public health protection needs can only be met effectively through government action and cost-benefit analysis provides guidance to these actions. Cost-benefit analysis is used as a channel to effective public health policies where there is the issue of inefficient market within the private sector depending on how their actions affect the health of the public. In using cost-benefit analysis in the public health policy, regulations maintenance includes those that demonstrate benefits exceeding the costs. Because of this, the regulations will ease the burden on the business and consumers that are out of proportion to gains in health, which leads to more considerations of mechanisms of achievi ng desirable health2. However, cost-benefit analysis is often viewed as an inconsistent procedure and should not be emphasized on public policy decisions. Cost-benefit analysis has several problems that range from deep ethical and logical contradictions and partisan abuse. It could be detrimental when cost-benefit does not define the important benefits, in monetary terms. Cost-benefit analysis is very costly and time-consuming because of the resources needed for a comprehensive cost-benefit ana

Policy Process Paper Essay Example | Topics and Well Written Essays - 750 words

Policy Process Paper - Essay Example pts are presently being made to counteract the serious problems associated discrimination with youth justice and the following will explore how ending discrimination within the youth justice system can improve the overall operation of the criminal justice system. Discrimination is often described as the prejudicial treatment of others based upon certain real or perceived characteristics. It is generally done on the basis of race, colour, sex, age, language, sexual orientation, religion and disability. Negative terminology within the Youth Service System can lead to discrimination and ensuing levels of oppression towards youth. Labeling is a negative term which means defining someone based upon their appearance or behaviour (real or perceived). A young man with a Mohawk haircut could be labeled as a punk or skinhead solely based on the style of his hair. From a youth justice perspective, a young black man may be subject to more stops and searches by police, and be labeled as more likely to engage in crime, due to the colour of his skin (the UK’s Home Office reports that black and Asian men were more likely to be stopped and searched by police than their white counterparts, see Statistics on Race and the Criminal Justice System, 2006). Discrimination within the Youth Justice System can take a variety of forms. Visible minority youth (black, Asian or other) may be subject to more random police stop and searches, may be less likely to be cautioned by a magistrate and may face higher rates of incarceration. In a study commissioned to look at race and the criminal justice system – not solely the youth system – it was determined that although black residents account for 2% of the population aged 10 and over in England and Wales, their rates of incarceration stand at 12% of the total prison population. This is a whopping and disproportionate 600% increase relative to their total population size! Accordingly, black and Asians are more likely than whites to be

Ac Synchronous Machine And Its Application Engineering Essay

Ac Synchronous Machine And Its Application Engineering Essay Synchronous machines are principally used as alternating current (AC) generators. They supply the electric power used by all sectors of modern societies: industrial, commercial, agricultural, and domestic. Synchronous machines are sometimes used as constant-speed motors, or as compensators for reactive power control in large power systems. This article explains the constructional features and operating principles of the synchronous machine. Generator performance for stand-alone and grid applications is discussed. The effects of load and field excitation on the synchronous motor are investigated. The hunting behavior of a synchronous machine is studied, and a review of various excitation systems provided. INTRODUCTION: Synchronous motor A synchronous electric motor is an AC motor distinguished by a rotor spinning with coils passing magnets at the same rate as the alternating current and resulting rotating magnetic field which drives it. Another way of saying this is that it has zero slip under usual operating conditions. Contrast this with an induction motor, which must slip in order to produce torque. They operate synchronously with line frequency. As with squirrel-cage induction motors, speed is determined by the number of pairs of poles and the line frequency. Synchronous motors are available in sub-fractional self-excited sizes to high-horsepower direct-current excited industrial sizes. In the fractional horsepower range, most synchronous motors are used where precise constant speed is required. In high-horsepower industrial sizes, the synchronous motor provides two important functions. First, it is a highly efficient means of converting ac energy to work. Second, it can operate at leading or unity power factor and thereby provide power-factor correction. There are two major types of synchronous motors: non-excited and direct-current excited. Non-excited motors are manufactured in reluctance and hysteresis designs, these motors employ a self-starting circuit and require no external excitation supply. Reluctance designs have ratings that range from sub-fractional to about 30  hp. Sub-fractional horsepower motors have low torque, and are generally used for instrumentation applications. Moderate torque, integral horsepower motors use squirrel- cage construction with toothed rotors. When used with an adjustable frequency power supply, all motors in the drive system can be controlled at exactly the same speed. The power supply frequency determines motor operating speed. Hysteresis motors are manufactured in sub-fractional horsepower ratings, primarily as servomotors and timing motors. More expensive than the reluctance type, hysteresis motors are used where precise constant speed is required. D C-excited motors made in sizes larger than 1  hp, these motors require direct current supplied through slip rings for excitation. The direct current can be supplied from a separate source or from a dc generator directly connected to the motor shaft. Slip rings and brushes are used to conduct current to the rotor. The rotor poles connect to each other and move at the same speed hence the name synchronous motor. Synchronous motors fall under the category of synchronous machines which also includes the alternator (synchronous generator). These machines are commonly used in analog electric clocks, timers and other devices where correct time is required. The speed of a synchronous motor is determined by the following formula: where v is the speed of the rotor (in rpm), f is the frequency of the AC supply (in Hz) and n is the number of magnetic poles. Figure: Two pole Two pole: P.T.O Main features of synchronous machine: A synchronous machine is an ac machine whose speed under steady-state conditions is proportional to the frequency of the current in its armature. Armature winding: on the stator, alternating current. Field winding: on the rotor, dc power supplied to built a rotating magnetic field. Cylindrical rotor: for two- and four-pole turbine generators. Salient-pole rotor: for multi-polar, slow-speed, hydroelectric generators and for most synchronous motors. The rotor, along with the magnetic field created by the dc field current on the rotor, rotates at the same speed as, or in  synchronism with, the rotating magnetic field produced by the armature currents, and a steady torque results. Synchronous motors have the following characteristics: A three-phase stator similar to that of an induction motor. Medium voltage stators are often used. A wound rotor (rotating field) which has the same number of poles as the stator, and is supplied by an external source of direct current (DC). Both brush-type and brushless exciters are used to supply the DC field current to the rotor. The rotor current establishes a north/south magnetic pole relationship in the rotor poles enabling the rotor to lock-in-step with the rotating stator flux. Starts as an induction motor. The synchronous motor rotor also has a squirrel-cage winding, known as an Amortisseur winding, which produces torque for motor starting. Synchronous motors will run at synchronous speed in accordance with the formula: 120 x Frequency Synchronous RPM = Number of Poles Example: the speed of a 24 -Pole Synchronous Motor operating at 60 Hz would be: 120 x 60 / 24 = 7200 / 24 = 300 RPM Synchronous Motor Operation: The squirrel-cage Amortisseur winding in the rotor produces Starting Torque and Accelerating Torque to bring the synchronous motor up to speed. When the motor speed reaches approximately 97% of nameplate RPM, the DC field current is applied to the rotor producing Pull-in Torque and the rotor will pull-in -step and synchronize with the rotating flux field in the stator. The motor will run at synchronous speed and produce Synchronous Torque. After synchronization, the Pull-out Torque cannot be exceeded or the motor will pull out-of-step. Occasionally, if the overload is momentary, the motor will slip-a-pole and resynchronize. Pull-out protection must be provided otherwise the motor will run as an induction motor drawing high current with the possibility of severe motor damage. Advantages of Synchronous Motors: The initial cost of a synchronous motor is more than that of a conventional AC induction motor due to the expense of the wound rotor and synchronizing circuitry. These initial costs are often off-set by: Precise speed regulation makes the synchronous motor an ideal choice for certain industrial processes and as a prime mover for generators. Synchronous motors have speed / torque characteristics which are ideally suited for direct drive of large horsepower, low-rpm loads such as reciprocating compressors. Synchronous motors operate at an improved power factor, thereby improving overall system power factor and eliminating or reducing utility power factor penalties. An improved power factor also reduces the system voltage drop and the voltage drop at the motor terminals. Synchronous generator: Speed of rotation of synchronous generator: Electric power generated at 50 or 60 Hz, so rotor must turn at fixed speed depending on number of poles on machine To generate 60 Hz in 2 pole machine, rotor must turn at 3600 r/min, and to generate 50 Hz in 4 pole machine, rotor must turn at 1500 r/min Internal generated voltage of ac generated machine. magnitude of induced voltage in one phase determined in last section: EA=à ¢Ã‹â€ Ã… ¡2 à Ã¢â€š ¬ NC à Ã¢â‚¬   f Parts of ac synchronous machine: A synchronous motor is composed of the following parts: The stator is the outer shell of the motor, which carries the armature winding. This winding is spatially distributed for poly-phase AC current. This armature creates a rotating magnetic field inside the motor. The rotor is the rotating portion of the motor. it carries field winding, which may be supplied by a DC source. On excitation, this field winding behaves as a permanent magnet. The slip rings in the rotor, to supply the DC to the field winding, in the case of DC excited types. Operation: The operation of a synchronous motor is simple to imagine. The armature winding, when excited by a poly-phase (usually 3-phase) winding, creates a rotating magnetic field inside the motor. The field winding, which acts as a permanent magnet, simply locks in with the rotating magnetic field and rotates along with it. During operation, as the field locks in with the rotating magnetic field, the motor is said to be in synchronization. Once the motor is in operation, the speed of the motor is dependent only on the supply frequency. When the motor load is increased beyond the break down load, the motor falls out of synchronization i.e., the applied load is large enough to pull out the field winding from following the rotating magnetic field. The motor immediately stalls after it falls out of synchronization. Starting method of synchronous motor: Synchronous motors are not self-starting motors. This property is due to the inertia of the rotor. When the power supply is switched on, the armature winding and field windings are excited. Instantaneously, the armature winding creates a rotating magnetic field, which revolves at the designated motor speed. The rotor, due to inertia, will not follow the revolving magnetic field. In practice, the rotor should be rotated by some other means near to the motors synchronous speed to overcome the inertia. Once the rotor nears the synchronous speed, the field winding is excited, and the motor pulls into synchronization. The following techniques are employed to start a synchronous motor: A separate motor (called pony motor) is used to drive the rotor before it locks in into synchronization. The field winding is shunted or induction motor like arrangements are made so that the synchronous motor starts as an induction motor and locks in to synchronization once it reaches speeds near its synchronous speed. Reducing the input electrical frequency to get the motor starting slowly, Variable-frequency drives can be used here which have Rectifier-Inverter circuits or Cycloconverter circuits. Special Properties: Synchronous motors show some interesting properties, which finds applications in power factor correction. The synchronous motor can be run at lagging, unity or leading power factor. The control is with the field excitation, as described below: When the field excitation voltage is decreased, the motor runs in lagging power factor. The power factor by which the motor lags varies directly with the drop in excitation voltage. This condition is called under-excitation. When the field excitation voltage is made equal to the rated voltage, the motor runs at unity power factor. When the field excitation voltage is increased above the rated voltage, the motor runs at leading power factor. And the power factor by which the motor leads varies directly with the increase in field excitation voltage. This condition is called over-excitation. The most basic property of synchro motor is that it can be use both as a capacitor or inductor. Hence in turn it improves the power factor of system. The leading power factor operation of synchronous motor finds application in power factor correction. Normally, all the loads connected to the power supply grid run in lagging power factor, which increases reactive power consumption in the grid, thus contributing to additional losses. In such cases, a synchronous motor with no load is connected to the grid and is run over-excited, so that the leading power factor created by synchronous motor compensates the existing lagging power factor in the grid and the overall power factor is brought close to 1 (unity power factor). If unity power factor is maintained in a grid, reactive power losses diminish to zero, increasing the efficiency of the grid. This operation of synchronous motor in over-excited mode to correct the power factor is sometimes called as Synchronous condenser. Uses: Synchronous motors find applications in all industrial applications where constant speed is necessary. Improving the power factor as Synchronous condensers. Electrical power plants almost always use synchronous generators because it is important to keep the frequency constant at which the generator is connected. Low power applications include positioning machines, where high precision is required, and robot actuators. Mains synchronous motors are used for electric clocks. Record player turntables. Advantages: Synchronous motors have the following advantages over non-synchronous motors: Speed is independent of the load, provided an adequate field current is applied. Accurate control in speed and position using open loop controls, e.g. stepper motors. They will hold their position when a DC current is applied to both the stator and the rotor windings. Their power factor can be adjusted to unity by using a proper field current relative to the load. Also, a capacitive power factor, (current phase leads voltage phase), can be obtained by increasing this current slightly, which can help achieve a better power factor correction for the whole installation. Their construction allows for increased electrical efficiency when a low speed is required (as in ball mills and similar apparatus). They run either at the synchronous speed else no speed is there. Conclusion: With the help of the above paper now we can understand ac synchronous machine, its working, method, uses, advantages, disadvantages, application etc. We can also explain what kind of further enhancements are going to be, on the field of ac synchronous machine. Although important information is been provided about ac synchronous motors, ac synchronous generator etc. And even on the combination of both of them.