Irony In The Canterbury Tales Essay

Chaucer’s Use of Irony in The Canterbury Tales In The Canterbury Tales, Geoffrey Chaucer compiles a mixture of stories on a pilgrimage into a figurative depiction of the medieval society in which he lived. Chaucer’s stories have a punch and pizzazz, which, to an average reader, seem uncommon to the typical medieval writer, making his story more delightful. Certain things account for this pizzazz, especially the author’s use of irony. Many of Chaucer’s characters are ironic in the sense that they are so far from what one would expect in the roles they depict, and also the fact that they are larger than life. Every character has his distinct personality with his own behavioral traits. Chaucer also uses irony in his humor, with its unexpectedness and randomness. The wife of Bath is a prime example of one of Chaucer’s characters who is larger than life. She obviously is not what one would expect of a relatively wealthy woman in her time. Her notorious traits such as not only having five husbands, but also marrying a majority of them for wealth and money stick in the mind with their ironic abnormality and appalling connotations: â€Å"ËÅ"Johnny and Dame Alice And I myself, in the fields we went My husband was in London all that Lent; All the more fun for me†Ã¢â‚¬ I only mean The fun of seeing people and being seen By cocky lads; for how was I to know Where or what graces Fortune might bestow’. (273) Chaucer accents her irregular character in this excerpt by portraying her promiscuous actions and her lack of virtue. The wife of Bath also shows irony in her actions by her need for control over others, especially her husbands. † â€Å"ËÅ"So help me God, I have to laugh outright / Remembering how I made them work at night! / And faith I set no store by it; no pleasure / It was to me’ (264)†. Here, the wife of Bath describes her domination and control over her past, old, wealthy husbands. She shows no signs of virtue in her actions to win her husbands, and to literally take their money from them. Because of these ironic, larger than life characteristics of the wife of Bath, she is a character that allows the reader to figuratively develop an intimate relationship with her. She sticks in the reader’s mind, and is a character who is remembered forever due to her unexpected ways and exaggerated traits. The Friar is also an ironic character in his uniqueness and unexpected  traits. Part of this irony is due to the enormous amount of corruption the friar possesses. â€Å"He’d fixed up many a marriage, giving each / Of his young women what he could afford her. / He was a noble pillar to his Order (8)†. In this quote, the unexpectedness totally captures the reader by surprise as he finds out that the Friar actually impregnates women and then marries them to men. This is an ideal quote to show Chaucer’s extra pizzazz in his stories, adding to the appeal of the reader. As the friar’s larger than life traits are exposed, a mental picture develops, to almost as if the reader is in the story. â€Å"Sweetly he heard his penitents at shrift / With pleasant absolution, for a gift / He was an easy man in penance-giving / Where he could hope to make a decent living (9)†. Here, it is seen that the friar is a very worldly man who puts money at a high priority i n his life. Ironically, he took the vows of chastity, poverty, and obedience, and pathetically breaks all three vows. One of the most ironically corrupt characters in the book is the Prioress. Throughout her tale and the prologue, Chaucer portrays her as someone completely different from what she should be in accord with her vocation as a nun. First of all, the Prioress’ characteristics and actions make it appear that she is going on the pilgrimage not because of her love and respect for God, but instead to travel and to go on an adventure. â€Å"She certainly was very entertaining / Pleasant and friendly in her ways, and straining / To counterfeit a courtly kind of grace, / A stately bearing fitting to her place, / And to seem dignified in all her dealings (6-7)†. This shows that the Prioress is faking her personality, counterfeiting her true purpose of being on the pilgrimage. Also, the Prioress is one of the most hateful characters in the whole story. In the Prioress’ tale, she constantly states her anti-Semitic view towards Jews, implying that the best Jewish person is a dead Jewish person. The ironic part is that the Prioress should be a caring, loving person, for she is a holy representative of God on earth. Strangely enough, the Prioress becomes terrified at the sight of a hurt animal but could care less about Jewish people. â€Å"She used to weep if she but saw a mouse / Caught in a trap, if it were dead or bleeding (7)†. Overall, the Prioress is one of Chaucer’s most ironic characters in his story, and her actions seem unrelated to the vocation of being a nun. Chaucer frequently and successfully uses ironic humor to add to the punch of the story. Because the humor is unexpected and imaginative, it draws from the reader a yearning and interest to read on. The fable of Chanticleer and Pertelote provides an ideal illustration of Chaucer’s humor. † â€Å"ËÅ"For shame,’ she said, â€Å"ËÅ"you timorous poltroon! / Alas, what cowardice! By God above, / You’ve forfeited my heart and lost my love. / I cannot love a coward, come what may’ (216-17)†. Here, it is ironically humorous to not only have animals portraying human traits, but also to create a situation that is comparable to a married couple sitting down at the breakfast table bickering. The humor is directly exposed to the reader due to the unexpected being brought to words, mixed with a tinge of absurdity of the situation. The hilarious irony is that the married couple is actually a rooster and a hen. By using such scenes, Chaucer adds to his stor y a new twist that makes it more gratifying and amusing to read. The randomness of some of Chaucer’s tales also adds to the humor of the story. For instance, it is amusing to think about the randomness of the miller’s tale and the imaginative mind one must have to come up with such a chaotic and hilarious story. The miller’s tale is so intricately laced with puns, sexual jokes, raunchy statements, that it adds an amusing humorous side of Chaucer to the story. Between the stupid carpenter, and the outraged Absolon, dirty scenes are depicted, contributing to Chaucer’s humorous style. All in all, the randomness in Chaucer’s imaginative and unusual comic stories is associated with irony due to the fact that the stories are so unexpected. The ironic and unanticipated characteristics of some of Chaucer’s humorous scenes make the reader laugh, blush, grin, and snicker. â€Å"He lay there fainting, pale beneath his tan; / His arm in falling had been broken double†Ã‚ ¦ They told the town / That he was mad, there’d got into his blood / Some sort of nonsense about â€Å"ËÅ"Nowel’s Flood (105)†. Here, when the carpenter falls from the ceiling in his apparatus to save his life and his wife’s, it is seen how truly random and unexpected Chaucer can be. Overall, irony adds strength and diversity to Chaucer’s story, making his writings more successful. Irony combined with Chaucer’s imagination, wit,  humor, and intelligence makes The Canterbury Tales successful and interesting to the reader. This irony presented in Chaucer’s characters and his humor helps to intensify Chaucer’s writings. Conclusively, the real success of the story relies in the incredible ingeniousness of Chaucer. However, the lack of Chaucer’s use of irony would make the compilation of tales much duller and less unique. Because of this, the irony in the story adds vigor, and it allows for Chaucer to increase his overwhelming success with his readers.

Input, Interaction and Sla Essay

When reading the book Essentials for Successful English Language Teaching by Farrell, T. S.C., & Jacobs, G., I am really impressed with chapter 4 Integrated Curricular especially the classroom implications part. It reflects the fact that language teaching should have the connection with other subjects in the curricular as well as learner’s needs and experience in order to motivate and engage students into the learning process. This is a good way to encourage the students to learn English efficiently and independently since teachers should devise ways to help their students apply English into everyday life. As an English teacher, I always inspire my students to the new ways of learning such as dictation running, vocabulary guessing, board hitting, field trip writing, and so on which can give as much help as possible to those who really want to enrich their knowledge through English. By using the term â€Å"enrich their knowledge through English†, I mean that English is not just a mandatory subject that students have to learn structures and vocabularies; it also provides a wide range of findings and knowledge related to different fields. And chapter 4 in the said book indicates just what I need since I applied these ways of teaching to my communication skills classrooms. However, I have some concern regarding the possibility of applying this method to all levels in Vietnam or just English majors and students studying communication skills? When I read the article titled Shifting roles:From language teachers to learning advisors by Brian R. Morrison and Diego Navarro, I change my belief about the role of a teacher in a language classroom. Since I started teaching English, I’ve always believed that a good English teacher is the one who always makes good preparations for lessons before classes and delivers them well in the classroom. By â€Å"deliver them well†, I mean the lessons are interesting and understandable to students. However, recently in the last meeting of a Listening course I’m in charge of, some students asked me whether I could help them with some more reference books for study outside classroom. Although I provided one reference book for this course in the syllabus, when asked this question, I suddenly realized that the number of extra materials I provided was so few that they didn’t help students much at all. Moreover, students also shared their worries about learning other skills such as Reading, Writing and Speaking, which makes me feel that as a teacher I fail to offer what students really need such as learning stralegies,etc. Therefore, after reading the article mentioned above, I think that the role of a teacher as a learning advisor is really important. However, I wonder if the role of a teacher as a learning advisor will replace the role of a teacher as a language teacher completely,or there should be a combination of the two roles of a teacher in a language classroom.

Macroeconomics Case Study Example | Topics and Well Written Essays - 1000 words - 1

Macroeconomics - Case Study Example Due to this fact among others, there has been a suggestion that the unemployment rate that has been released by the government are not exactly accurate and may actually be higher than the numbers stated (Nutting). However, taking this mode of argument means that one has to consider a number of factors before they are in agreement with the authors of these articles. For instance, the fact that one may be hindered from looking for a job by circumstances such as other duties and responsibilities like childcare and homecare does not mean that given the chance these individuals would actively search for employment opportunities. One has to factor in the issue of willingness as well as determination especially in a time where one can easily search for jobs online without having to leave the comfort of their homes. There are also various jobs that one can perform from their homes and thus if these individuals have not tried to get these kind of employment opportunities it can be established that they would look for the more traditional forms of work had they had an opportunity. The issue of being discouraged by the current economic situation and perhaps their failure in the past can also not be seen as a serious hindrance as this is a factor that can be overcome by willpower and determination. It can thus be correct to come to the conclusion that the real unemployment rate is not as accurate as one would think (Nutting). The issue of long term unemployment is also another subject that should be considered in matters of unemployment in relation to the available job opportunities that currently exist in the market. It has been seen that those who experience longer periods of time without employment have a lesser chance of getting a job as time goes on. This is because many employers tend to favor individuals who have a smaller gap between their status of unemployment and their last job (Coy). Long term

Character Profile Essay Example | Topics and Well Written Essays - 1250 words

Character Profile - Essay Example Now after her death, the daughter has to deal with her grief, frustration, and other questions. The difference between the mother and her daughter can be accounted in terms of age, culture and identity related with it. These features are familiarized by most Chinese-Americans who are going through a confused status of identity crisis. Jing’s mother Suyuan established the Joy Luck Club along with other three Chinese ladies settled in America with an aim to remind them of their origin and cultural background. In other words, the club plays the pivotal role of bridging the gap between China and America, particularly between old and young Chinese-Americans. While Suyuan is excited about her story of â€Å"In China, everybody dreamed about Kweilin†, Jing-Mei feels strongly that her â€Å"mother’s Kweilin story was anything but a Chinese fairy tale† (Tan 1989, p. 22-25). The young Chinese-Americans often seem to have deliberately rejected their Chinese identity whereas their older counterparts are still trying to retain their identity even in the cosmopolitan foreign environment. However, the film portrays a positive outlook for the Chinese-Americans who finally come to realize their original identity. After the demise of Suyuan, Jing-Mei begins to realize the truth of her mother’s miserable history of which she is a part too. When Jing finally meets her estranged twin-sisters in China, she feels like she has her mother back. Jing’s visit to China guides her through her culture and origin. At the end of her journey, Jing-Mei realizes â€Å"what part of me is Chinese. It is so obvious. It is my family. It is in our blood.† (Tan 1989, p. 288) The cultural clash and generation shock come to both young and old Chinese-Americans as it tends to create the generational gap between the two age groups. While the older generation is desperately seeking to retain their cultural values, young Chinese-Americans find their traditional customs

Strategic Positioning of Southwest Airlines Assignment - 1

Strategic Positioning of Southwest Airlines - Assignment Example The world of the 21st century presents a global scenario which is powered by rapid change, ever-evolving business environment and high productivity of the masses.   The fast evolution and penetration of the internet in various corners of the globe along with the speedy acceptance of various kinds of sophisticated technological gadgets by the global masses has brought in a tremendous change in the nature and means of communication all over the world. The highly advanced level of development along the lines of communication has transformed the planet Earth into a single and highly connected entity. It is important to mention the fact that because of tremendous connectivity, the spreading and diffusion of various kinds of global trends which are emerging in various advanced and established markets are happening at a much faster rate. The fast diffusion of global trends is creating a steady demand among the consumers located in various parts of the world, which is automatically paving the way for the emergence of many new markets from various corners of the world. While studying the trend of emergence of new markets, it has been realized that majority of the new markets are emerging from young and growing economies, which are spread all over the world. Trend analysis and subsequent research have pointed out the fact that the new markets that are emerging from the developing economies will be the center point of future growth. As a result, there has been a growing trend which highlighted the fact that the businesses organizations, that are located in both the developing as well as developed economies are aggressively trying to enter into many new markets for the purpose of generating significant competitive advantage as well as solidify their future growth prospects.  

Argument about how the spend the money in wors and not for study Essay

Argument about how the spend the money in wors and not for study - Essay Example Various cases particularly in budgeting clearly bring out how our government has attached much importance to wars rather than education over the past years and even currently. The funds used to sustain a single military officer can be adequate for paying one-year college fee for over thirty students in college. With the increasing college fees which is a result of cutting government funds on education, there are many students who do not make it to colleges due to lack of adequate funds to sustain the students in college. This implies that dreams may be shuttered as education plays a vital role in helping most people attain goals. According to (Gardner, Web) the cost of keeping one soldier in Afghanistan is nearly $ 850,000. This amount of money with no doubt can cater for one-year school fee for many students in college or high school. (Gardner Web) also adds that most of the US funding goes to the military as compared to any other government sector and the government tops all other countries in military expenses (Wittner, Web). This clearly shows how our government prioritizes wars over education. This may have serious consequences in the future if the situation is not addressed accordingly. Education is highly valued in most nations and even after the world war, the government of the United States considered education equally important. History shows that after World War II, there was an increase in quest for education, which was highly supported by the government. The government took the initiative to sensitize its citizens on the importance of education to the society. However, the big and controversial question is whether the government really values education as it claims to value it like wars. According to Osborne (Web), modern weapons can cost the government a fortune. For instance, cruise missiles may cost up to 1.5 million dollars (Osborne, Web). The huge amount of money spent on purchasing modern weapons compared to hiring teachers shows how the gove rnment is attaching much importance to wars rather than education. The 1.5 million dollars can pay the salary of over twenty-five teachers in the state schools or these sums of money can be directed in any other way to promote the education sector. There is a possibility of cutting down the military expenses and directing them to the education system without compromising the nation’s security. With the changing world, education has become an important aspect in the lives of people and therefore the US government need to set aside much funds on education just like in the military sector. However, the case has been quite different, the large populations of soldiers needed and the increasing numbers of veterans that need care is alarming. Funds from the government are used to cater for the needs of these war veterans, these are some factors that inflate the military budget. This implies that large amounts of money are needed to sustain these veterans. Although taking care of the se war veterans is as well important, in is as well important for the government or the military sector to come up with ways of generating income to help the veterans. In this way, the government is able to cut the expenses on the military, which can in turn be directed towards the education sector. According to the 2011 US budget, the government spent $ 115,000 more on the

FBI Jounral The Deadly Mix Essay Example | Topics and Well Written Essays - 500 words

FBI Jounral The Deadly Mix - Essay Example This is just an example of an occurrence where the Deadly Mix came together, which, according to the authors, have caused deaths and fatal injuries to the enforcement agents involved. Hence, profound understanding and insightful examination of these elements as well as proper knowledge with regards the issue could save an officer's life as it is quite impossible to profile which offender will likely assault an officer. Similarly, even an officer who relies on his long experience in confronting offenders in risky circumstances may discover that his 'complacency' can be a trap. The interaction of each of the facet of these components, the authors contends, 'are fluid and dynamic' as wrong perception and assumption of at least one of the three have dangerous consequences to an officer. A careful examination of these occurrences can prevent an officer from putting his life to risks (Pinizzotto et al, 2007). An assessment of this issue is ex

Opinion Esay (Government) Essay Example | Topics and Well Written Essays - 250 words

Opinion Esay (Government) - Essay Example Most of the Americans wish to live without any debt and have the ability to retire at 65 years, but this can only happen if they accumulate large amounts of wealth. The American constitution offers equal opportunity to all citizens in achieving the American dream. However, achieving the American dream is becoming more challenging in the society today. The rising difference in the wealth gap between races is an example of how hard it has become to achieve the American dream. The difference is evident even in the racial line with the whites having better living standards and opportunities than the black Americans. The racial wealth gap in America is becoming deeper showing the inequality in the American society (Johnson, 2). Some individuals may feel to be in better position than their parents, but the whole society is experiencing increasing gaps in opportunities available. The gap shows that the future generation may not be able to have equal opportunity in achieving their

Assessment, Measurement, and Research Assignment

Assessment, Measurement, and Research - Assignment Example   The culture fair test is relatively valid considering that it only reduces cultural bias and as stipulated in its construction, it admits impossibility to eliminate cultural bias. It only seeks to reduce biases during the performance of intelligence tests. The first time of use of the culture fair test was after the World War II and involved screening American soldiers of average intelligence and non-native English speakers. Since its first use, the test has gained widespread application in schools and other institutions and applied in screening non-native English speakers (Messick, 1999). The culture fair test instrument is relatively reliable considering the various steps used in its construction and initial implementation. To begin with, there should be no timing of the test and if possible, directions can be oral or in pantomime. Secondly, the instrument has been the use of a draw a person tests that measure body concepts and differentiation to define culture fair indices of intellectual ability (Ungar, 2011). Thirdly, the structure of test allows room for use of nonverbal responses for children whose languages are different from the ones presented in the standardized test. During the consultation, the counselor noted that there is no educational threshold to guide or prove the applicability of the cultural fair test in counseling. However, the counselor reiterated that practitioners need to have at least a certificate or any higher training in counseling psychology. The method that led to the selection of the culture fair test involved listing and sampling of the tests with reference to the critical cultural issues eminent in the field of psychology.  

The major problem or issue currently facing natural resource managers Assignment

The major problem or issue currently facing natural resource managers in agriculture - Assignment Example The resource based activities in which the rural poor are engaged in include petite extent farming, animal production, fishing, hunting, mining and logging. They therefore rely on returns from these activities as their most important sources of earnings. They therefore plummet back to innate wherewithal when these sources fail. For them the natural resources foster consistency and reinforce the net security of the entire community. Bell and Park (2006) explain that the above does not however mean that the rich live their lives independent of natural resources. They derive more ecological proceeds from natural resources because they are proficient to exercise stronger control over the resources due to their greater administrative influence they have as compared to the underprivileged. One of the major problems facing environmental managers is scheming and preventing environmental degradation. Its impact spread to all aspects of the economy and not just the surroundings. Environmental slump leads to loss of species that impact negatively on the environment and abridged agricultural productivity that lead to poor economic growth. Bates (2003) explained that those who rely on the environment should do so with resilience and little or no vulnerability. Therefore, the problem faced by natural resource managers is how to ensure that the resources are used with pliability or less susceptibility while at the same instance deriving benefits. The strain in the natural resources is caused by uninhibited increase in population growth, this increases dependency on grain imports, loss of biodiversity and neglect of conventional farming techniques. This is caused by the migration of people to the urban areas to look for employment (Bellamy, Meppem, Gorddard and Dawson 2005). The establishment, testing and continuation of adaptive capability of natural and societal systems is becoming of huge concern to the managers in agricultural sector because of unfavorable climate change, poor water use and management in Australia. The actions of human beings are of great concern because they impact on natural resources with greater implications on social and economic development, sustainable livelihoods and environmental management. Land use and greater pressure on social systems are caused by increase in bucolic non farm money-making activities and increased urban population. Emergence of the problem of environmental conservation is of great complexity due to the multiple causes, problem perspectives and solution approaches. The solution approaches are also faced with poor institutional settings. Part of the solution approaches to curb the problem of conservation therefore requires a shift from federalism to proper ascendancy. This leads to interrelations of processes, structures and tasks. Australia represents countries with accelerating levels of environmental degradation and the complexity of natural resource ascendancy. There are however frameworks within the A ustralian Federal System to address the accelerating periodic challenges of sustainable natural resource and social systems. Sustainable formation, testing and maintenance of opportunities therefore refer to the goal of nurturing capabilities and creating viable opportunities. New-fangled cohort of authority in Australia is experimented to deal with issues relating to vitality of varying

Charles law Essay Example for Free

Charles law Essay Aim: To investigate how the charge on a capacitor is related to the p. d. applied across it by charging the capacitor at a constant rate. Apparatus: o Capacitor (electrolytic type) 500 ? F o Microammeter 100 ? A o Clip component holder o Stop-watch o CRO o Connecting leads Theory: From definition, the capacitor C of a capacitor is found from C = Q/V Where Q is the charge stored on the capacitor and V is the potential difference across it. == Q = CV ==. If a capacitor is charged up at a constant rate, i. e., where I is a constant. Then is also constant. Hence the potential difference across the capacitor increases linearly with time. Procedure 1. The circuit was connected as shown in the figure below. The CRO was set to d. c. and the sensitivity to 1 V/cm. 2. The time base was set to any high value so that a steady horizontal trace is displayed. The trace was shifted to the bottom of the screen. 3. The capacitor was shorted out by connecting a lead across it and adjust the 100 k ? potentiometer for a suitable current, say 80 ? A. 4. Shorting lead was removed and the capacitor will charge up. Note what happens to the microammeter reading and the CRO trace. 5. The procedure was repeated but this time start the stop-watch and continuously adjust the potentiometer to keep the current constant as the capacitor charges up. 6. The times was measured for the CRO trace to move up by 1 cm, 2 cm, 3 cm, etc. These are the times for the p. d. across the capacitor to reach 1V, 2V, 3V, etc. 7. The results was tabulated. Results and discussion. 8 Describe what happens to the microammeter reading and the CRO trace as the capacitor is being charged up. The microammeter reading increase momentarily, then it decrease to zero in a few second. After the capacitor had been completely charged,the CRO trace is a horizontal line, which continuously move up. 9 Tabulate the times for the p. d. across the capacitor to reach 1 V, 2 V, 3 V, etc. as below: P. d. across capacitor Plot a graph of p. d. across the capacitor against time. How is the p. d. related to the time? p. d. is directly proportional to time. 11 Deduce a relationship between the charge on the capacitor and the p. d. across it. From the graph it is found that p. d. is directly proportional to time. Since Q=CV = V=Q/C Therefore if V across the capacitor is directly proportional to t, Q is directly proportional to time as current was constant. Conclusion We can find out that the p. d. across the capacitor is directly proportional to the time needed. Given that the charging current is constant. Sharing. The experiment is much easier than the last one , but we encountered some obstacles in connecting wires , as usual , we messed up positive and negative terminals and couldnt conduct it smoothly. At last, we had to call for help. Suggestion and there may be some personal error , for example counting the time taken for the capacitor be charged to extent value was rather inaccurate. Perhaps, we could conduct the experiment several times and compute out the average value. Reference list http://en. wikipedia. org/wiki/Capacitor http://www. elecsound. cn/Ceramic-Capacitor. htm.

Strengths And Weaknesses Of Policy Cycles Politics Essay

Strengths And Weaknesses Of Policy Cycles Politics Essay The term of policy seems to have broader meaning than what government should do or not to do. Bridgman and Davis (2000, as cited by Colebatch, 2009: 47) define policy as a course of action by government designed to achieve certain results. These series of action is started with thought, moving to actions, and ended with solution. In ideal world, policies are made by government, as representatives of pubic, to eliminate some of social problems. In reality, the policy process is more complex and in certain circumstance it fails to meet the stated goals. Problems throughout policy process mean that policy phase or policy cycle is not necessarily effective in achieving its objectives. However, separately from the weaknesses, policy cycle is a useful tool to guide policy maker in policy-making. This essay will describes the strengths of policy cycle as a tool in making a policy through a good process, and its weaknesses when facing a reality in the complex world. The Strengths The strength of policy cycle in policy process lies on its stages. Each stage in the policy cycle enables decision makers to identify problems, identify and evaluate alternative policies, and selecting the most appropriate strategy. Moreover, Althaus et al. (2007) suggest that policy cycle provide policy maker with an understanding about what they should do since every stage in policy cycle is clear and identifiable steps. As an illustration, in agenda setting stage, policy maker normally set the agenda by checking problems which have emerged and gained a lot of public attention and require government intervention. In this stage policy maker should know what and why there are prevailing problems surrounding certain issues. They also need to analyze social and political context and check whether current policy is effective for being applied to certain issue as well as get the general idea that will be involved in this policy. When a set of policy alternatives have been analyzed, the n ext stage is a decision making which is then followed by implementation. Policy cycle does not stop at policy implementation stage, but continued with evaluation in which the results decision that have been taken are monitored by all parties, both inside government and other groups outside government. Each of these stages can be seen separately and it makes possible for the policy maker to identify, revisit, and reanalyze which phase has been conducted in a wrong way. In addition, stages in policy cycle can be compared separately (Davis et al 1993). For instance, the evaluation stage allows the policy maker to make a comparison between the stated goal and result that have been achieved. The next strength of policy cycle is it is a tool to get more rational decision. The policy process often involves the interaction of many parties, ranging from government itself, researchers, media to politicians (Sabatier 2003). Each of these actors and institutions have different views on an issue and policy cycle accommodate all inputs from these parties and then analyzed more deeply to get the best strategy (Howlett and Ramesh 2003). For example, in the making of energy saving policy which is one of the sensitive sectors policy maker should have a coordination with many stakeholders outside government, such as trade and industry as the parties that concerned with the utilization of energy in production activities, the private sector which have interest with this issue since it relates with the reduction of working hours, and consumer protection as a representative body of the consumer voice. All options and alternative decisions given by all stakeholders are accommodated for dee p analysis before deciding the final choice. The process involves a variety of interests is seen as the strengths of the policy cycle because the decisions are more rational. Good decisions are not solely generated from the implementation of all stages in the policy cycle however policy-making without all stages has less chance of success. As argued by Michael Keating (1996, as cited by Sabatier, 2003) good process does not always bring good policy however bad process leads to bad outcome. Policy cycle is not a series of stages that are fixed from one stage to the next. To get the best possible decision, each stage in the policy cycle could be returned to the previous stage if it is found some mistakes or insufficiency data for decision making. In many cases, the cabinet might ask policy maker to revisit the process of identification and decision analysis because of lack of information received. In addition, the policy cycle stages can be performed repeatedly to get a good policy. For example, it is possible that policy instrument stage to be repeatedly found that if taken the wrong alternative. The Weaknesses Like other approach, the policy cycle has weaknesses. Firstly, it is difficult to generate a decision when external factors, such as politics has entered into the arena (Edward, 2001, as cited in Everett, 2003). In a democratic system, policy is taken not only by the one-governance but it will involve a lot of participant or political parties, as suggested by Davis et al. (1993, as cited in Everett, 2003) that most policies resulting from negotiations between interests. These political leader are not completely independent, they bring the party goals that often does not meet with the government goals. Leaders of the party could demonstrate their interests in almost every step of the policy-making process, either in the early stages such as agenda setting and decision-making which is sometimes led to take longer time to make a decision than what is expected. Not only in the agenda setting stage, these political leaders are also using the implementation process as one opportunity to br ing back the partys interests which are not accommodated in the early stages if they proposed alternative decision is not selected by the government (Howlett and Ramesh 2003). Furthermore Everett (2003) argue that even consultation, which is considered as the most important stage in policy cycle, cannot address controversy among political interest and sometimes fail to finish the policy process with concrete decision. She gives her case study on coal transport infrastructure location as an example of political influence in the content of policy. Secondly, it is un-doubtful that policy cycle is a tool to simplify policy process however this becomes less effective when the reality is more complex and challenging, as suggested by Everett (2003) that policy cycle is normative and impractical in decision making. This view is based on argument that policy process involves many hands from various level of government, and many of them are not addressing the same problem, or even have different ideas about what would be a good answer. All these different ideas and different interests are accommodated in the policy cycle, and sometimes they can slow decision making process or even change the decision. Moreover, good policy is not only determined by a series of stage but also quality of policy makers itself to analyze problems and choose the best strategy, pressures from interest groups, and political situations (Sabatier and Jenkins Smith 1993). It is therefore need more ability to understand activities and interaction of these differ ent parties than a set of stages. Finally, other thing that should be considered in policy process is urgency of policy. In certain circumstance, government should take a decision in a short time without passing all stages in policy cycle. For example, to anticipate the impact of the global financial crisis in Indonesia, the government issued fiscal stimulus policy to support the real sector activities. This policy was made à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹without doing the stages in the policy cycle such as coordination with local governments as one of the recipients of this aid. In addition, the scope of policy also becomes one of consideration that policy cycle is not necessarily applied in policy process. In certain circumstance, some of the issues that emerged were simple problems, it is therefore direct action is more appropriate rather than follow stages in policy cycle, but the same treatment cannot be applied for the problems that have a broader impact. In other words, policy cycle is not necessarily be u sed in every circumstance. Conclusion It is un-doubtful that the policy cycle is a tool to improve policy through effective series of stage. The stages in the policy cycle can provide a systematic framework to policy maker that helps them in the policy process. It also make possible for the policy maker to view each stage separately to determine the best strategy. However, it is arguable that the policy cycle can be applied in complex situations where a lot of interests enter to the arena and influence the policy process, such as politics. The other thing need to be point out is that urgency and scope of policy also become the other consideration whether policy cycle effectively explain the policy process. Despite the policy cycle has its weaknesses, every stage in policy cycle is useful tools in policy process but it does not necessarily meet the real process in decision-making.

Literature Review Definition Of Marketing Marketing Essay

Literature Review Definition Of Marketing Marketing Essay Marketing is managing profitable customer relationships, the twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction (Armstrong Kotler, 2007 p. 5). People often think marketing as selling and advertising, which is just a small part of marketing. The marketer does a good job when he understands superior customer value, prices, distributes and promotes them effectively; the products will sell very easily then. This tells that selling and advertising are just a part of marketing as a marketing mix; a set of marketing tools that work together to satisfy customer needs and build customer relationships. (Armstrong Kotler, 2007 p. 5). Figure: A simple model of the marketing process Source: Armstrong G and Kotler P, (2007, p. 6). Marketing: an introduction. 8th ed. Upper Saddle River: Pearson Education. Marketing mix According to Mohammed Rafiq and Pervaiz K. Ahmed (1995), the term marketing mix was first used by Borden and that it was suggested to him by Cullitons (1948) description of a business executive as mixer ingredients. Borden did not define the marketing mix; it simply consisted of important elements of ingredients that make up a marketing programme (Borden, 1965, p. 389). McCarthy (1964, p. 35) refined this further and defined the marketing mix as a combination of all of the factors at a marketing managers command to satisfy the target market. Later McCarthy and Perreault (1987) together defined the marketing mix as the controllable variables that an organisation can co-ordinate to satisfy its target market, which is widely accepted as the set of controllable marketing variables that the firm blends to produce the response it wants in the target market (Kotler and Armstrong, 1989, p. 45). According to Jonathan Ivy (2008), marketing mix is a set of controllable marketing tools that an i nstitution uses to produce the response it wants from its various target markets. Ronald E. Goldsmith (1999) stated that 4Ps was first formulated by McCarthy (1975) as a pedagogical tool to describe the chief tasks of marketing managers. Marketing managers must develop a systematic plan to sell to the customers after selecting a target market to create long-term relationships (Doyle, 1995). The marketing mix plan consists of 4Ps which consists of decisions about product, place, promotion and price (Goldsmith, 1999). According to Bennet (1997), the concept of marketing outlines a course for the organisation using controllable variables in an environment where many factors are uncontrollable, defined as the external market. Kotler (1967) (cited by Bennet, 1997) broadened this classification into four namely, customer, environmental, competitive and marketing decision variables. Focussing on manufacturing industries, Borden (1964) identifies the four external forces on the organisation as consumer buying behaviour, trade behaviour, competitors position and behaviour and government regulations. Robins (1991) formulated four Cs which is an alternate mnemonic to the marketing mix formulated by McCarthy (1964). Four Cs are defined as Customers who buys goods and services in the market place, Competitors who provide the choice of alternative sources of supply, Capabilities and Company both of them refers to the organisation which has ability to satisfy customer needs. Gronroos (1984) proposes a concept of interactive marketing which was backed by Kotler (1991). This concept emphasizes the relationship between the employee and the customer and identifies it as the key factor in successful market making. Kotler (1991) argues that the employee-customer relationship is an important factor in the success of the market-making process. Booms and Bitner (1981) added three additional factors to the marketing mix elements proposed by McCarthy (1964) namely people, processes and physical evidence. This concept highlights that the model proposed by McCarthy (1964) might lead to too narrow focus on the internal variables, and does not include some of the process variables which is a part of marketing planning system (Bennet, 1997, p. 151). Lings (1999) argues for services industry 4Ps are in adequate and 7Ps marketing mix illustrates the importance of internal factors, as retail sector is not a service based industry traditional 4Ps marketing mix is used to represent the external factors (cite d by Khanh Kandampully, 2004). 4Ps makes the marketing easier handle for the managers in non service based industry; the components of traditional marketing mix can change a firms competitive position (Gronroos, 1994). Even with the deficiencies, the 4Ps remain a staple of the marketing mix (Kent and Brown, 2006). According to the American Marketing Association (1985), marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organisational objectives. Kent (1986) states that the four Ps of the marketing mix as the holy quadruple of the marketing faith written in tablets of stone. According to Armstrong and Kotler (2007) marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place and promotion. In order to deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must decide how much it will charge for the offer (price) and how it will make the offer available to the target customers (place). It must communicate with target customers about the offers and persuade them of its merits (promotion) (Armstrong and Kotler, 2007 p.53) Baker Hart (2008, p 463) the logic of 4Ps is straight forward; a supplier needs products, needs to price them, to promote them and distribute them to the place where the customer can buy them. According to Dogra Ghuman (2008) some of the variables associated with 4Ps are: Price: price level, credit terms, price changes and discounts. Product: features, packaging, quality and range. Promotion: advertising, publicity, sales promotion and personal selling. Place: inventory, distribution channels and number of intermediaries. Figure: The four Ps of the marketing mix Source: Armstrong G and Kotler P, (2007, p. 6). Marketing: an introduction. 8th ed. Upper Saddle River: Pearson Education. Product According to Armstrong and Kotler (2007), product can be defined as the goods and services is a combination the company offers to the target market. Belohlavek (2008) argues that a product or service is the element which satisfies the clients needs. The product or service generates two types of relationships with the prospect: a functional and a linking one. The usefulness of the product bears a relationship with its benefits measured both objectively and subjectively. The products use value is fundamental to the purchasing decision process in its closing stage (Belohlavek, 2008 p.15). For a competitive approach the company has to offer products that are unique and meet customer needs, wants and values. Maintaining the product uniqueness is difficult for a company since the product can be matched by competitors. The company must often compete on price, distribution, or promotion; in order to compete unless the product is of sound quality (Rea Kerzner, 1997 p. 57). Product variety Pine (1993), product variety is defined as the number of different products offered to the customers (cited by Felipe Scavarda, Reichhart, Hamacher, Holweg, 2010). According to Bils Klenow (2001) and Er MacCarthy (2006) product variety is a new development and a trend in many industry sectors worldwide (cited by Felipe Scavarda, Schaffer, Jose Scavarda, Reis Schleich, 2009). Product variety is an effective strategy to increase the market share as it enables the company to serve different kinds of customer segments and to satisfy the customer variety seeking behaviour (Tang, 2006). This involves different product features, packaging, or channels of distribution (Felipe Scavarda, Schaffer, Jose Scavarda, Reis Schleich, 2009). Product variety strategy as a marketing strategy will result in sales growth, profits and meeting more specialised demands (Berry Cooper, 1999). Kim Chhajed (2000) argues that different kinds of product manufacturing results in a decrease in logistics perfor mance or manufacturing performance. Lee Billington (1994) also argues that product variety can result in higher forecast errors and lead to excessive inventory for some products and shortages for other products. If the product variety is to the optimal or to the appropriate level of variety, then product variety will result as economical efficient and will create positive marketing efforts (Lancaster, 1990). According to Pine (1993) and da Silveira (1998), product variety enables the ability to customise products to customer needs and has been identified in achieving competitive advantage over other retailers (cited by Felipe Scavarda, Reichhart, Hamacher, Holweg, 2010). As product variety gives a broader product line and can lead to increased profitability (Kekre and Srinivasan, 1990). Product variety gives rise to the need to consider different products of the individual product variants, as different end items that are fundamentally different do not feature the same variety level for the individual (MacDuffie et al., 1996 Koste and Malhotra, 1999). Price Belohlavek (2008) states that price is a conditioning element for buying a product; price only conditions a product but does not determine it, in accordance to the buyers income makes a monetary value of a given service or goods, which makes them reachable to the goods. Price is a factor which acts as a barrier which when reached in operational terms, thats when the last stage of purchasing action is reached. Price is an element which determines a priority relationship with the value and opportunity creating access to the customer. Kasper et al. (2000, p. 627), pricing is an important management tool to achieve the objectives of the organization. Similarly, Pellinen (2003, p.218) has suggested that pricing is one of the most central management tasks for a service company. It is also the only element of the marketing mix that generates revenues for a firm, while all the others (e.g. new product introductions, promotions) are associated with costs (Zeithaml et al., 2006) (cited by Indounas Avlonitis, 2009). Rea Kerzner (1997) argues that the easiest way to reach and compete with the competitor is to match the price with the competitor. Price is one of the most important criteria that customers use when choosing between competing brands (Huber et al., 2001; Ta and Har, 2000) (cited by Indounas Avlonitis, 2009). Price is the sum of money customers has to pay to acquire the product; often customers buy the product negotiating the price for more accessibility, companies offer discounts to customers adjusting price to sustain the competitive situation (Armstrong Kotler, 2007 p. 52). Price Discount According to Palazon Delgado (2009), Customers are price sensitive and they often look for price related information. Manning et al., (2003), they are vigilant about any information about price and other pricing information (Kukar-Kinney et al., 2007) they spend a lot of time thinking about prices of products, always evaluating savings offered and the convenience by the price discount. Customers with lower levels of price consciousness and value, they are most likely to be influenced by the magnitude of the discount (Alford Biswas, 2002) than the pecuniary value of the discount really offered. (Babin et al., 2007) customers are engaged in searching for more devoted to the task of shopping to the extent that a better price exists in another store. Hardesty Bearden (2003) and Grewal et al., (1996) claims that when the promotional benefit is low, customers are not going to process information extensively about the promotion (price discount) as it has low pecuniary value. Similarly wh en the promotional benefit is high, customers are not sure about the product or the deal they are unlikely to process information extensively as there is less uncertainty about the product. Customers are predicted to analyse the deal moderately whether the benefit are high (Palazon Delgado, 2009). Hardesty Bearden (2003) and Grewal et al., (1996) states that if the promotional benefit is low or high the levels of information processing is low, but for moderate benefit levels information process is high. Chandrashekaran (2004) and Raghubir (2004) argue that high promotional benefits are always evaluated positively. According to Madan Suri (2001) there are different types of price promotions and short term price discounts have been used by the retailers to create short term demand for their products (Monroe, 1990 p 369). Retailers can sell the products very fast without much expensive when they are offering immediate savings to the customers. Short term price discounts are easier to execute and provide immediate price savings to the customers (Madan Suri, 2001). Discounts actually increase the value to the customers and this happens at the intermediate levels of discounts and when the discounts are either very high or very low it decreases the value (Madan Suri, 2001). Promotion The most common promotion is a sale (Levy Weitz, 2007 p 433). Promotion is one of the key Ps in the marketing mix (Dibb et al., 1994). The promotion strategy is used in increasing sales by creating differences in resources which results in a firm being able to outspend a competitor in advertisement, purchase displays, trade shows and other promotional methods (Rea Kerzner, 1997 p. 58). * According to Jennifer Rowley (1998), the objectives of any promotional strategy will be drawn from an appropriate mixture of the following roles of promotion; to: increase sales; maintain or improve market share; create or improve brand recognition; create a favourable climate for future sales; inform and educate the market; create a competitive advantage, relative to competitors products or market position; improve promotional efficiency * According to Jennifer Rowley (1998), an appropriate promotional mix must be created in order to meet the promotional objectives of any given promotion strategy. The promotional mix is the combination of different promotional channels that is used to communicate a promotional message. This will involve an appropriate selection from the range of tools that are available for use as part of the promotional mix. The tools in the promotional mix include: Advertising. Any paid form of non-personal presentation and promotion of ideas, goods or services by any identified sponsor. The pages of professional newsletters and magazines are common avenues for advertising information products. Direct marketing. The use of mail, telephone or other non-personal contact tools to communicate with or solicit a response from specific customers and prospects. Mail shots and leaflets inserted in professional magazines are used to promote information products. Sales promotion. Short-term incentives to encourage trial or purchase of a product or service, such as discounts for access to a database over a limited time period. Public relations and publicity. Programmes designed to promote and/or protect a companys image, or those of its products, including product literature, exhibitions and articles about organisations products in professional or in-house newsletters. Personal selling. Face-to-face interactions with one or more prospective purchasers, for the purpose of making sales. This is common within the business-to-business marketing transactions in the information industry, where sales representatives, often also with a support function, are common. Sponsorship. Financial or external support of an event or person by an unrelated organisation or donor, such as is common in respect of the arts, sports and charities. Large organisations, such as major publishing groups like Reed Elsevier, or software houses, such as Microsoft, may engage in sponsorship, but public sector organisations, in education and libraries, are more likely to be the recipient of sponsorship. Place According to Kai Li Hung Hung (2007), place is a marketing mix which describes whether the location is accessible and transport is convenient, place comes out as a heterogeneous phenomenon which is created by the company at each place combining resources; accessibility increases value to the customer. Kotler, et al., (2005) claims that place involves all activities of the company to make all products available to the customers. According to Mason Staude (2009), Place is the least changing marketing tactic. Distribution and availability are used in stabilising dimensions, communicating and creating a control as a link between supplier and customer, and reducing the probability to change suppliers, which actually stabilises the market. Backward and forward integration also reduce the uncertainty of retailer stocking the products, lowering the risks and stabilising the environment (Nilson, 1995). According to Boyle Proctor (2009), in the context of product sales, placement is actually distribution (Biech, 2003). In social marketing, distribution can be defined as dissemination channels (NWPHO, 2006). Clearly for dispersing channels to be effective they must be accessible to the target market (Boyle Proctor, 2009). Store location and layout The location and atmosphere of a store communicates information about the service and pricing to the customer. The physical characteristics play an important role in a customers mind (Levy Weitz, 2007 p 434). Store layout influences customer buying behaviour, stores can attract customers with their design and layout motivating them to make impulsive sales or give them a pleasant shopping experience (Levy Weitz, 2007 p 491). According to Davies Rogers (1984), guy (1980), Jones Simmons (1987) and Birkin et al., (2002) site selection and sales forecasting of retail stores are a important factor in retail management and retail geography (cited by Wood Browne, 2007). Store location is used in sales forecasting for retail stores and for determining the optimal location and sales of the store (Clarkson et al., 1996; Smith Sanchez, 2003). Superstores are one of the main formats through which food is sold increasing the money flow (IGD, 2005). The size of the stores is important and it is very expansive to open up a big store therefore accuracy in location planning is essential (Wrigley, 1996). Retail stores are dependent on the daily purchases made and regular weekly purchases this involves repeated car journeys from the customers homes, which requires space for parking near the store for easy access (Wood Browne, 2007). The location of a store affects the customer with sociological and geographical factor s (Wrigley, 1998; Meyer Johnson, 1996; Rust Donthu, 1995) (cited by Beyon, Griffiths, Marshall, Expert Systems (2002). Pricing strategy According to (Blythe, 2008 p 151), pricing a product is one of the most important issues for marketers; it is significant not only to the profit that is to be made but also to the quantity of products which are to be sold. Pricing also touches on all the elements of the marketing mix, pricing is the indication to the consumer of what a company expects in exchange; for the products being offered. Profitability of the company depends on the pricing strategy (Doyle Stern, 2006 p 225). Price may become a proxy measure for product quality when buyers have difficulty in evaluating complex products (Cravens Piercy, 2006 p 316). Consumers are often confused in choosing a product; price helps them choose a product. A strategic viewpoint on pricing decisions may create new market space and opportunities for the company (Cravens Piercy, 2006 p 317). Figure: Steps in selecting a pricing strategy Source: (Cravens Piercy, 2006 p 321). A pricing strategy must be consistent with the retailers overall image (positioning), sales, profit, and return on investment goals (Berman Evans, 2007 p 498). Various roles of Pricing (Cravens Piercy, 2006 p 320) Pricing has few important roles in the marketing program of a company. Some of the roles are: Signal to the buyer Price is the easiest way to directly communicate with the customer. When comparing with other brands price is a visible difference to the customer. Price is also used in positioning the brand to show its quality or instead give direct competition with other brands (Cravens Piercy, 2006 p 320). Instrument of competition As the competitions between companies are high, Price is an element which can quickly attack competitiors. Price can also be used by a company to stay away from the competition if used strategically; pricing strategy is always related to competition with other brands or companies (Cravens Piercy, 2006 p 320). Improving financial performance Using a pricing strategy wisely, companies can generate revenues by forecasting about a product or brand to increase the financial statement in the short term or in the long term in order to survive the global competition (Cravens Piercy, 2006 p 320). pricing strategy has the biggest impact on the profit and loss statement of the company in the short run, Pricing is even more crucial in the long run; the primary purpose of business strategy is to offer consumers enhanced value so that price can be raised considerably above costs (Doyle Stern, 2006 p 225). Marketing program consideration Companies pay a price for marketing, in order to maintain or penetrate in to the market. Price strategy is also used for promoting products (Cravens Piercy, 2006 p 320). Consumer behaviour Blackwell, et al., (2006) defined consumer behaviour as the activities people undertake when obtaining, consuming and disposing of products and services. The activities are divided into three, they are: obtaining, consuming and disposing (Blackwell, et al., 2006 p. 4). Obtaining According to Blackwell, et al., (2006 p. 4) it is the process of purchasing or getting a product. This process includes comparing with other similar products, alternative brands and searching for more information of the product before obtaining it. Analysts often study these purchases in order to improve the understanding of the market; consumer buying behaviour is studied whether they are buying for themselves or as gifts, payment methods, and product transportation or delivery, how they get information about other alternative brands and how the brands influence the consumers product choices. Consuming According to Blackwell, et al., (2006 p. 4), it is the process or activity of using a product by the customer to his/her needs. Based on the consumption of the products researchers can study the consumer decisions whether the product is bought to be consumed in the office or at home, or for entertainment purpose or for its functional purpose, do they consume the product or do they dispose it without using it even once. Based on the consumption these buying behaviours are studied in order to understand the needs of the customers. Disposing According to Blackwell, et al., (2006 p.4), it is the process of getting rid of the product after its use or its packaging. And how do they dispose the product remains or the packaging, whether the packaging is biodegradable. Analysts think in the ecological point of view for this process. Consumer buying behaviour According to McCall, et al., (2009), purchasing decisions happen on daily basis and the most important factor influencing these decisions is the price of the product. For buying any product, price is often the most silent feature (Nagle and Holden, 2002). This can be used as an advantage to increase the overall sales by offering discounts (promotions) to the price sensitive customers (Soman, 1998). According to Saha, et al., (2010), Consumer behaviour is the study of how individuals spend their available resources on consumption-related items. It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it (Schiffman and Kanuk, 1996). The main objective of marketing in the consumer buying behaviour context is to satisfy the needs and wants of the target customer. As a subject consumer behaviour also deals with the factors that affect the buying behaviour of a consumer. The study of consumer behaviour gives a clear idea that how consumer select, buy, use and dispose the product, service, experiences to please the needs and requirements (Kotler, 2003). Stimulus response model is the starting point of understanding consumer buying behaviour. The buyers characteristic and decision process leads to the purchase decision; a consumers buying behaviour is influenced by 4ps, cultural, social and personal factors (Kotler, 2003). The role of marketing mix is also important in making the buying decision by any consumer. The marketing mix consists of everything the firm can do to influence the demand for the product. The many possibilities can be collected into four groups of variables known as the Four Ps that is product, price, place and promotion (Saha, et al., 2010). According to Mowat and Collins (2000), for successful development in business, the company needs to understand and meet the consumer needs and expectations (Douglas, 1993; Knox and Theisen, 1981). Store layout plays (place) an important effect in consumer behaviour besides price and consumer expectation (Kotler, 1973; Eroglu and Machleit, 1990; Bitner, 1992; Baker et al., 1993; Baker et al., 1994; Grewal and Baker, 1994; Simonson, 1999; Baker, et al., 2002) (cited by Vrechopoulos Atherinos, 2009). According to Solomon, et al., (2006), consumer purchase is a response to a problem and a customer goes through a series of steps in order to make a purchase. These steps can be described as (1) problem recognition (2) information search (3) evaluation of alternatives and (4) product choice. After the decision is made, the quality of that decision affects the finals steps in the process, when the learning occurs based on how well the choice worked out. The learning process influences the likelihood that the same choice will be made next time the need for a similar decision occurs (Solomon et al, 2007 p.258). Brin (2004, p 85) argues that it is important to understand the characteristics of the consumers and their buying decision process in order to target them with the most appropriate and effective marketing methods, the management needs to understand and study this decision process on what particular product or service the consumers choose from; the brand they select, from which outlet they buy, what kind of product and the amount spent. It is useful to understand what influences the consumer (Brin, 2004 p 85). Some of the influences in buying roles in the consumer buying process are (Brin, 2004 p 85): The initiator: the very first person who thinks about buying a product The influencer: the person who influences other consumers in taking the final step of the buying decision The decider: the person who takes the final decision The buyer: the person who actually buys a product The user: the customer. There are different types of consumer buying behaviour, and the type of consumer buying behaviour changes according to the type of buying decisions. The main influence is the brands available to the consumer and the personal attachment towards the decision which influences the consumer to become a loyalty customer (Phillips, et al., 1994; p 85). Involvement can be a major factor in decision making; consumers often tend to develop a form of emotional attachments to products and most people would be familiar with the feeling of having fallen in love with a product, even when the product is totally unreasonable though the purchase may not have an important practical outcome for the consumer; the consumers future behaviour does not always materialise (Blythe, 2005 p 53, 54). Low involvement, low price, low risk High involvement, High price, high risk Few differences between brands Brand loyal Repeat purchasing Influenced by price And sales promotional offers Buying process is relatively quick because of the limited differences Significant differences between brands Brand switching but limited information gathering Information gathering and processing is important. Purchase decision is important Figure: Four types of buying behaviour Source: Phillips, et al., (1994; p 85) (Adapted from Assael, 1985 Kotler, 1988). According to Kapoor Kulshrestha (2009), Products convey different meanings to different people and this differing forms an attachment towards the products. According to Zaichkowsky (1985), attachment means the interest, the enthusiasm, the emotional level expressed by the consumer regarding a product (cited by Steichen Terrien, 2009). The meaning of the product depends on the nature of the consumers rather than the nature of the products (Martin, 1998; Rochberg-Halton, 1981). The consumer plays a role in his or her choices (Steichen Terrien, 2009); the decisions are principally based on personal perception followed by the cues sent by the environment with personal interpretation (Fishbein and Ajzen, 1975; Fazio, 1985). These choices have different attributes, and some of them are very salient; the choice of salient attributes also depends on the personal characteristics of the consumer (Steichen Terrien, 2009). Based on Uncles and Ellis (1989) the interplay of costs and benefits affects the retailers in making huge gross margins, many retailers are establishing their own labels as a part of retailing today. This allows the retailer selling products under their own name to differentiate their products and stock, from other retailers. Also, allowing them to have a full control over product price, quality and stocks (cited by Rothe Lamont, 1973; McGoldrick, 1984; Simmons Meredith, 1984). This will actually generate higher gross margins. For competitive edge over other stores and brands, retailers hope to build a relationship with the customer by lowering price and offering consumers better value for money without narrowing the product range (Simmons Meredith, 1984). Customer relationship strategy Relationships can obtain competitive advantage (Kanter, 1994; Kay, 1995; Huxham, 1996; Stone and Mason, 1997) (cited by Donaldson O Toole, 2002). Customer relationship strategy is based on mutual trust with the customers creating long term relationships; many researches conclude that customer relationship strategy has increased the profit margin for many firms (based on Lawrence, 2002). Long-time customers are less costly to serve and smooth running of relationships are inexpensive and less resource intensive (Lawrence, 2002). Long term relationships benefit both the buyers and suppliers (Szmigin, 1998). For the strategy to be effective, the component elements should be inter-related. When there is a strong synergy between the component elements the strategy will be eff

Essay --

Electronic health records or electronic medical records depending on where you are reading are becoming a growing trend in the health care field. When we go to the doctor’s office, we are familiar with a folder containing all of our medical visits, immunizations we have received, and medical treatments we may have also received. All of this information is kept in a folder and either stored on site or it is sent off to a storage facility. The new trend of electronic health records are suppose to simplify and make things a lot easier for both the patient and the health care workers. Imagine going to a doctor’s appointment for a physical and your medical records were not present. There is no way for the doctor’s office and staff to know what shots you have received and needed to renew. This had actually happened to me. I went for a physical that is needed for the nursing program in November and my doctor’s office did not have my charts on hand and need ed to request them from Iron Mountain. Why they didn’t have it ready before my appointment, nobody knows and to this day are unable to answer. If they had transitioned to the electronic health recording, they would have been able to pull up my records right there and then. Instead, they had inconvenienced me (by having me come back) and set their schedules back because another appointment was needed to be rescheduled. Electronic health records are an electronic/digital version of a patient’s medical records. It is recorded in real-time and is readily available as soon as it is updated. It is a secured digital way of keeping track of a patient’s medical records and only authorized medical personnel are able to have access to them. Electronic health records was developed in ... ...t has also opened up other options for physicians like Filipiuk who can’t adapt to the new system and have another way of getting their job completed. In conclusion, electronic health records are a new trend that will affect patients, health care providers and physicians in a positive way. It will allow a universal database for all health care providers to access and to have everyone on the same page. Patients and physicians will see improvement in quality and convenience of patient care, increased patient participation in their care, improved accuracy of diagnosis and health outcomes, improved care coordination, and increased practice efficiencies and cost savings. In order to increase awareness of electronic health records, education is the central focus. Like with anything new, it will take time for patients, physicians, and health care providers to adjust.

Macbeth Vs Hamlet :: essays research papers

Thesis: Shakespeare used the same definition of tragedy when he wrote Macbeth, and when he wrote Hamlet; Shakespearean tragedies use supernatural incidents to intrigue the reader's interest, and his plays consist of a hero that has a tragic flaw (sometimes the want for the supernatural) which causes him to make a fatal mistake.I. Introduction II. Spirits III. Comparison IV. Conclusion Shakespeare always used the same elements of tragedy when he wrote his tragedies. These tragedies can be compared easily, especially Macbet and Hamlet. Shakespearean tragedies use supernatural incidents to intrigue the reader's interest, and they consist of a hero that has a tragic flaw (sometimes the desire for the supernatural) which causes him to make a fatal mistake. Shakespeare followed this pattern in all of his tragedies; therefore the similarities between Macbeth and Hamlet can easily be defined and discussed.Shakespeare immediately started Macbeth with a supernatural scene. The three witches s et the somber and evil tone of the plot. In Hamlet, Shakespeare also presented a supernatural occurrence close to the opening. The ghost of Hamlet's father presented itself to Hamlet with a chilling story. In both situations, the tragic hero was not sure whether the spirits were good or evil. The presentation of the supernatural began to lead to the final downfall of each of the characters. In Macbeth, the three witches caused him to think and do evil deeds. If he had never met the witches, he would not have been tempted to murder the king; therefore, he would not have placed himself in the position that he felt he needed to kill everyone who crossed his path. If he hadn't been so treacherous, Macduff would not have called for war, and he would not have murdered him. In Hamlet, if he had not seen the ghost of his father, he would not have known that the reigning king had committed murder to gain the throne.

The Valley :: Andes Ecuador The Awakening Valley Papers

The Valley - Awake! In 1946, John Collier, Jr. and Anà ­bal Buitrà ³n wrote The Awakening Valley, telling the story of a social miracle happening in Ecuador - in the valley at the foot of Tiata Imbabura. (1, cover) In 1993, forty-three years later, I set foot in that same area and discovered a valley, not awakening, but awake! My son, Matt, and I were traveling by bus, north out of Quito, on our way to Colombia. (4) We had been advised to be in Otavalo on a weekend to experience the famous market. Little did we know that this trip would evolve into many more trips and to special relationships with the people living in this valley, high in the Andes. Ecuador, among the smallest and most unspoiled of South American nations, owes its name to its geographic location - astride the equator. (6, p. 59) The Andes divide into two parallel chains in Ecuador - the western and the eastern, which run like twin spinal columns from north to south. The valley in which most Ecuadorians live, and where most of the mountain areas agricultural produce is grown, runs for about four hundred kilometers in between. Some thirty volcanoes serve to fence in the valley from either side. The deep river valleys (hoyas) are home to agricultural communities whose way of life seems to have remained unchanged for centuries. (6, p. 64) A book written by Linda A. Newsom, Life and Death in Early Colonial Ecuador, and reviewed by Mary A. Y. Gallagher, (2) begins with a study at or just before the point when the Ecuadorian sierra began to be incorporated into the Inca Empire (ca. 1460). She describes in great detail what can be inferred about the preconquest population of Ecuador’s regions: sierra, coast and Oriente. She then describes the disastrous impact of Inca penetration and partial conquest of Ecuador, and of the prolonged wars still being fought there when Spanish brought Ecuador’s first colonial period to an abrupt end and began a new series of invasions which subdued and "reduced" the indigenous population over a number of years. This history, laced with the invasion of the Incas and the Spanish had a great impact on this small country.

What Makes a Good Meal

A good meal is one that has the desirable qualities which can distinguish it from ordinary meals (American Heritage Dictionary). Therefore, a good meal should be tasteful, healthy and nicely served. This includes all the processes for the preparation of food – from selecting the ingredients, cooking, garnishing and serving the food – giving considerations to the time and environment, wherein the meal is supposed to be served. Making a good meal starts by the selection of ingredients. Always select canned and dried food first. Cans should be intact (e. g. no bulging, leaking or dentations) upon purchase, in addition, one should always be mindful of the expiration date of the product. Dry goods (e. g spices) should be kept in air-tight containers to keep the flavor and aroma. After buiyng canned and dried goods, next purchase should be made for vegetables and herbs. In buying vegetables, make sure that they are fresh, vividly green and without any yellow patches. They should be packed according to same kinds. And finally, the last that should be bought are perishable foods like meat, fish and poultry. These goods should be kept refrigerated to ensure the freshness. Any purchase that is felt warm to touch or packed in a leaking package should be discarded. Once at home, preparation of the meal starts by proper handling. The main purpose of this is to prevent possible food poisoning that may result from growth of bacteria. Therefore, always keep the food in the refrigerator, keep everything clean and avoid soiling readily prepared ingredients with other ingredients like fish or meat. Marinating serves the purpose of tenderizing meat so it cooks faster and becomes juicier. The basic elements of a marinade includes mixture of vinegar and/or lemon juice, finely chopped onion, herbs and spices. Additional elements are added according to what is marinated – example, yogurt or wine for poultry; olive oil for fish and soy sauce for meat. Spices such as dried parts of aromatic plants, except the leaves, can be as hot as dried hot chilies, black or white pepper or ginger, they can also be as mild as dry coriander. Fresh herbs like basil, mint, parsley and spices are served to change basic foods into flavored ones. The best marinating methods is to put the marinade and the ingredient in a nylon bag, mix well then squeeze to get the air out, tightly seal and put in the refrigerator for 2-4 hours. A good delicious meal does not necessarily mean that it should be unhealthy. A report released by the American Heart Association, the American Cancer Society, the American Academy of Pediatrics and the National Institutes of Health; stated five rules for a healthy diet namely: (1) a variety of food, mostly of plant origin should be included; (2) a meal must include starch in the form of bread, rice, pasta or cereals; (3) a meal should have low fat content (30% of the total calories needed); (4) intake of sugars should be kept to a minimum and (5) women are particularly encouraged to consume low fat dairy products to combat osteoporosis (Tanne, 1999). Cooking methods may vary, they can include baking, boiling, grilling, roasting and steaming. Choosing a particular method depends on the flavors and nutrients one wants to keep without adding or consuming extra amounts of fat. Baking is used for cooking bread, potato and sweet potato in addition to poultry and fish. Baked food is better than fried because fried food usually contributes to cholesterol build up in the heart. Foods suitable for boiling may include vegetables, meat, stocks, fish, soups, eggs, and flour based food such as pasta. Boiling is safe and simple, plus it is more appropriate for large amounts of ingredients to be cooked. Boiling can also tenderize older and tougher cuts of meat, making it more digestible. Boiling meat produces flavorful stock suitable for sauces and soups while boiling vegetables retain nutrients as long as boiling time is minimum. Steaming is more applicable to health conscious individuals because this method of cooking only requires steam. Steaming primarily lessens the fat content of food because it does not require cooking oil. Fewer nutrients are also taken away from food since it does not directly require in the process. Steaming starts by boiling water in a steamer and letting it evaporate in to steam, the heat from the evaporated water then circulates within the steamer thereby cooking the food. Grilling is also as versatile as baking and boiling since numerous food products can also be cooked this way. Grilling is the easiest way of cooking since it involves high temperatures of heat from coal, gas, wood and /or infrared and food simply placed over the source of heat. Commonly grilled foods include meat, fish, chicken, pork chops, vegetables, fruits, mushrooms, corn, shrimp, squid, and sausages. Cooking meat at high temperatures, however, contribute to the formation of heterocyclic amines which can cause cancer (Sugimura, Wkabayashi, Nakagama & Nagao, 290). Roasting meanwhile is done in open flames, ovens or other heat sources to cook food. Roasting usually enhances flavors of food through through caramelization of sugar in the surface. Food to be roasted is placed on a rack, roasting pan, or in a rotisserie for even exposure to heat. Hot air circulates around the meat cooking all sides equally. Roasting differs from grilling in terms of meat since grilled meat is spiced by wet ingredients through the process of marinating. The concluding step of preparing a good meal is in the food presentation. It does not only cover garnishing and preparing the plate, but it should satisfy the five senses of the guest. The sense of sight can be complemented by garnishing the plate, the table cloth, and possibly the table itself, in the form of flowers and/or candles. Accompanying easy listening music should sooth the sense of hearing. Touch can be complmented by the utensils. Smelling the aroma of the food stimulates the guest's appetite and tasting the meal and the served beverage is the most important of all since it will measure the guest's ultimate satisfaction. The most important single item is garnishing the plate and it should start by the ingredients of the meal itself with regards to color texture of sauces and fresh green or colored vegetables added at the end. In addition, the rim or edge of the plate can be decorated by using a pate of red, yellow and green pepper or use cut pieces of vegetables (carrot, potato, or green beans) that geometrically match the main dish in the plate. Always keep in mind that the additions should add color, flavor and preferably nutritious value to the meal. To apply the principles described I shall describe how to make a good vegetable stuffed fish fillet meal. Selection: A good fish fillet is characterized by being moist, firm and elastic. It should have a fresh mild odor (fish odor comes with time). It should have fresh non colored or dry cut edges. Choose fish fillet of approximately 1 inch thickness. It can be of white fish (tilapia) or otherwise. Preparation: If fish fillet is bought frozen, it should be allowed to thaw gradually. Avoid thawing in room temperature. One can immerse the package into cold water for an hour as an alternative for quicker thawing. After proper cleaning of the fillet, it is to be marinated. The marinade is composed of 3 table spoons (tbsp) of fresh orange juice, 2 tbsp of fresh lemon juice, 2 tbsp of olive oil, 1 clove garlic (finely chopped) and salt and freshly ground black pepper to taste. Immerse the fish fillet into the marinade, put in a nylon bag, get the air out, firmly seal and put in the fridge for 2-4 hours. The stuffing is composed of 1 root of carrot, 1 head of radish, 4 spring onions, Italian parsley, green coriander and few leaves of fresh mint. All are very finely chopped. Salt and freshly ground black pepper is added. Cooking: Spread a piece of fish filet, put some of the stuffing 1 inch away from the end. Roll the fish fillet to include the stuffing. If it rests with difficulty, one can â€Å"pin† it with a sharp toothpick. Repeat the procedure for other fish fillet pieces. Put all in a non-stick tray brushed with olive oil. Bake in a preheated oven at 420-450 F for 10-12 minutes, half the time for each side. Baking fish fillet takes 10 minutes per inch, so cooking time is related to the thickness of the piece of fillet. Serving: A cooked stuffed fish fillet can be served on top of finely chopped radish leaves and topped with a 1-2 tbsp mixture of fresh lemon juice, olive oil (extra-virgin), finely grated lemon zest and few tightly packed fresh Italian parsley leaves and chopped rosemary leaves and cut small pieces of red pepper. The dish can be served with steamed carrots and long green beans or baked potatoes or cooked long grain rice. The meal is served with white wine and is to be presented hot.

Nursing Shortage Essay

AbstractCompelling induction suggests that regions of the united States face a treat and physician deficit that our legislators, health wrap upicials, and checkup trafficals moldiness apostrophize. To ensure that tincture health check accusation is non harshly impacted, the infirmarys and man health headership, in general, go kayoeding unavoidableness to tackle the c atomic number 18 for paucity with consentient long-term solutions.It is no secret that the United States faces a critical treasure short suppurate, a trend that potentially threatens to undermine quality medical cargon. One single stadium of concern does non affect the paucity. In fact, the hospitals, and shelter in particular, ar witnessing a combination of difficultys that crease in requital structure, medical economics/ approach containment, post- calibrate education, and an maturement excogitateforce (pending seclusions of bollix- boomers). The mankind health fabrication is n ot sitting idly by to address the shortage. It is critically reviewing the needs for both(prenominal) existing professions.Definition of Nursing deficitNursing shortage is defined as the wretched number of subordinate accommodates to partake the communicate subscribe to for treat reverence within a healthcargon setting, where the contract for nurses is greater than the supply.History of Nursing paucityHistorical knowledge is weighty to consider the present and prep atomic number 18 for the proximo. As we heap see from the current shortage in America today, we learn that it is not a y push through and throughhful problem. However what seduces this current breast feeding shortage situation unique is that the causes argon related to a multifaceted range of issues. The current nurse shortage is attached to supply and demand divisors, demographic changes, universe of discourse harvest-festival, and fewer students enrolling in nurse rails, RNs who argon retiring or going away the releaseforce and a growth in the baby boom community who get out demand more health fretting services in the near future. These constituents are occurring trance numerous nurses are retiring and more melodic phrases are being executed. In addition, the breast feeding shortage is actually a cosmeawide phenomenon with areas interchangeable Western Europe, Australia, Canada and the Philippines veneering shortages as well. scotch factors allow also contri exactlyed to the alimony for shortage in the United States. Mark Genovese, congressman for the New York State defends Association explains, For more decades the shortage was cyclical but as the economy tightened and as the insurance perseverance moved to a managed care model, in that location was less money in the carcass and hospitals had less money to work with and tighter budgets.budgetary limitations touch the treat workforce as many nurses began leaving the profession altogether. They wer e forcing RNs to do more with less, handle more unhurrieds and work more hours. RNs started to leave the workforce because of the works conditions and fewer RNs codeed the system, explains Mark.Ameri faecess are also demanding more quality health care services turn many RNs are retiring, further vexing the problem. The HRSA has stated to insure the projected growth in demand for RN services, the U.S. must graduate approximately 90% more nurses from U.S. breast feeding computer architectural planmemes.Decreased staffing means that in that respect are fewer nurses to work with patients. This impacts job expiation and causes work related stress. In some cases it has led to many nurses leaving the profession altogether. A 2010 study publish in Health Services investigate found that over 75% of RNs thumb that the nursing shortage is a grand problem that affects their quality of work as well as patient care and the amount of time that nurses can pretermit with individual pa tients.An early(a) important factor lend to a lack of nurses is that at that place is a shortage of nursing school skill to train a new generation of nurses in colleges and universities. The AACNs 2008-2009 enrollment and Graduations in Baccalaureate and Graduate Programs in Nursing report found that nursing programs in the U.S. did not enroll 49,948 qualified students into their bachelor and graduate degree programs because they did not have an adequate number of cleverness, clinical recitation sites, educational activity space, and were constrained by budgetary limitations. Two thirds of the nursing program respondents reported that a big author for not accepting students was due to not having abundant nurse efficiency on hand.The S verbotenhern Regional Board of preparation conducted a study which found that the nursing cogency shortage in 16 states was caused by vacant susceptibility positions, retractments, resignations and a shortage of new candidates applying for readiness positions. Shortages similar this pose a threat to the availableness of nurse education. Defining the ProblemFor those students arouse in flights in healthcare, becoming a nurse right now could be the best decision for you. Currently, the United States is facing a severe nursing shortage. For some(prenominal) reasons, the number of nurses graduating and entering the workforce, and those already in the profession, is not enough to fill the suppuration demand. Currently, RNs are the largest group of healthcare workers in the US at roughly 2.6 one million million million and that still isnt enough to meet the need. According to experts, by 2012, on that point could be well-nigh 1.1 million unfilled nursing positions in the United States.In the to the highest degree basic sense, the current global nursing shortage is simply a widespread and dangerous lack of skilled nurses who are needed to care for individual patients and the population as a whole. The work of the worlds estimated 12 million nurses is not well understood, even by meliorate members of society. But nursing is a manifest scientific field and autonomous profession whose skilled practitioners save lives and improve patient outcomes every day in a wide variety of settings.In the equitys view, the vast fissure amidst what skilled nurses really do and what the public thinks they do is a fundamental factor underlying around of the more conterminous apparent causes of the shortage. These causes include nurse short-staffing (due to inadequate pay and long work hours), execrable work conditions, the maturation nursing workforce, rarify career options for women, nursings predominantly female nature, the increase complexity of health care and care technology, and the rapidly ageing populations in authentic nations, to name a few.Other causes of the nursing shortage occurrence include the aging baby boomer population and lack of employee incentives. There were cardinal millio n Americans born between 1946 and 1964 and are now classified the Baby boomer Generation. As this population reaches hideaway age and beyond, they are requiring more medical treatments and nursing home and long term care facilities. This country is also seeing an secure up in population in general, projected to grow 18% over the adjoining two decades. With more patients flooding the healthcare system, there simply arent enough nurses to meet this growing need. However, those currently occupied in the nursing field should be rewarded for being encouraged and motivated to wedge in such a perplexing field of employment.In light of this nursing shortage, it should be relatively easy to regard gainful employment after commencement exercise should you choose to study nursing. According to the actors assistant of Labor Statistics (BLS), more than 581,000 new Registered Nurse (RN) positions will be created through 2018, which will increase that workforce by an astound 22%. The B LS also estimates that even as other sectors of our economy spread over to suffer, the healthcare sector will solitary(prenominal)(prenominal) continue to grow. Since the recession began, more than 600,000 positions have been created in the healthcare industry. With so many Americans out of work in other fields, a career in healthcare, specifically in nursing, might be a operable career choice.Literature ReviewToday, the intermediate age of nursing mental cogency in baccalaureate and graduate degree programs is 51.5 historic period and the rate of projected seclusions will go past the rate of re placements. Nurses enter the faculty graphic symbol later in their careers and typically retire at an earlier age, around 62.5 years. More bowel movements need to be set into place to encourage those already teaching to remain in their positions even if it is in a limited capacity while future faculty are educated.What factors are present that facilitate the desire for nursing faculty to retire? Kowalski, Dalley, and Weigand (2006) conducted a cross-sectional, randomize study of 129 nurse educators teaching in 61 schools of nursing to find out what personal decisions influenced their retirement plans. With a 37.6% reaction rate, results reflected that the mean age of planned retirement was 64.4 years. However, the mean age respondents would like to retire was 62.4. Factors influencing retirement included workplace issues, personal and family health, attitudes about retirement, and financial security.One of the most important factors influencing retirement plans was financial security. strength members who were financially secure retired earlier. Job rapture was another important influencing factor resulting in early retirement. In lieu of the faculty shortage, the authors contend that studies such as this will offer insight into future retirement trends which may help bridge the gap between supply and the demand of nurse educators (Kowalski et al., 200 6). From the results of this one study it may be important to consider the needs of the aging faculty by providing healthy, satisfying, and stimulating work environments, appropriate benefits packages, and relaxing mandatory retirement ages.One serious factor impart to the faculty shortage is financial. Not only are academic salaries much begin than they are for clinical practice and administrative positions of advanced practice nurses, but the embody of securing advanced academic degrees is costly. In 2004, the reasonable salary of a masters-prepared nurse practitioner in a clinical setting was $80,697 compared to $60,831 for that of a masters-prepared nursing faculty member (Nevada Nurses Association, 2004). By change magnitude academic salaries and providing tuition allowances in turn back for teaching will indeed make teaching a more magnetic career choice (Yordy, 2006).Another important factor affecting the faculty shortage is that of job satisfaction, stress, and burnou t. To maintain current faculty on the job, more research should be conducted on factors affecting job satisfaction and what works to issue a divulge environment. Gormley (2003) performed a meta-analysis study on nursing faculty job satisfaction and which factors had the sterling(prenominal) influence using a archetype of six studies from 1976 and 1996. Nursing faculty are pressured not only to educate future nurses to provide safe and competent care, but also have many other lord responsibilities, such as publishing, conducting research, write grants, performing community service, and maintaining their own competencies (Gormley, 2003). These responsibilities have can become overwhelming and lead to job dissatisfaction especially as the faculty is aging.In Gormleys study (2003), factors that affected job satisfaction were perception/scene of the leaders economic consumption in curriculum and instruction, suggesting that the deans role has significant effects on facultys job s atisfaction and role conflict/ambiguity. Shirey (2006) argues that prolonged stress can lead to burn-out in many faculty who then become deadwood, jeopardizing the quality and tint of the institution. These faculty members can ward off potential new faculty who are even more vulnerable to the stresses of the teaching role.It is imperative that academic institutions pay finale attention to the needs of their faculty. Mentoring programs, self-renewal, and organizational booking are key strategies to prevent burnout (Shirey, 2006). A carefully structured and deliberate mentoring program can be an invaluable orientation as schools of nursing seek to provide an academic environment that is conducive to the professional and scholarly development of adjunct faculty members (Peters & Boylston, 2006, p. 64).One serious factor contributing to the faculty shortage is financial. Not only are academic salaries much frown than they are for clinical practice and administrative positions of ad vanced practice nurses, but the cost of securing advanced academic degrees is costly. In 2004, the fair(a) salary of a masters-prepared nurse practitioner in a clinical setting was $80,697 compared to $60,831 for that of a masters-prepared nursing faculty member (Nevada Nurses Association, 2004). By increasing academic salaries and providing tuition allowances in reward for teaching will indeed make teaching a more enchanting career choice (Yordy, 2006).Program abbreviationPossible SolutionsFor sustained change and arrogance of evading the forthcoming shortage, solutions must be developed in several areas education, health care systems, policy and regulations, and image. This shortage is not only a nursing issue, but will require a collaborative effort among nursing leaders, practitioners, health care executives, government, and the media.Creating Cultures of safekeepingThe American Nurses Association magnet hospital program has had a proven winner in raising the standards o f nursing practice and improving patient outcomes. Currently there are 85 organizations that are designated attractive force hospitals. Magnet facilities are characterized by material administrative support, adequate nurse staffing, beardown(prenominal) communication, nurse autonomy, better control, and a zippy focus on the patient and their family.A growing body of research delegates that this program is making a positive variation for nurses, patients, and the hospitals as a whole. Research is proving that through this program, nurses are having increased satisfaction as well as increased perceptions of productivity and the quality of care given. Studies also indicate that these facilities have lower incidence of plague stick injuries, lower burn out rates, and double the retention of non-Magnet facilities. By adopting the characteristics of Magnet hospitals, facilities will be able to create a culture of retention that empowers and is courteous of nursing staff.Strengthe ning the InfrastructureIn 2002 the Nursing Reinvestment Act was signed by President Bush to address the problem of our nations nursing shortage. This possibility was intended to promote people to enter and remain in nursing careers, therefore reducing the growing shortage. The law establishes scholarships, impart repayments, public service announcements, retention grants, career ladders, and grants for nursing faculty. Many statewide initiatives are underway to address this issue as well.In Pennsylvania, six new nursing education initiatives have been announced to address faculty shortage by supporting(a) current nurses to return to school, earn graduate degrees, and teach the next generation of nurses. Illinois is incoming a plan to provide faculty scholarships and grants to nursing schools in order to expand student enrollment. California, whose nursing programs currently have wait lists over three years, is nerve-wracking to expand nursing education through a $90 million in itiative.