YouTube increases company Essay Example for Free

YouTube increases company Essay Introduction Nowadays, numerous people spend a lot of time using the Internet. Therefore, many companies invest substantial capital onInternet advertising to increase their revenue. YouTube is a useful method to advertise company produce, because 3 billion people watch YouTube every day (Henry. 2011). There are different typesof customer, so many companies focus on YouTube for this market. However, some people think YouTube is not a useful method for advertising; because many people may ignore the 15 seconds mandatory video advertisements or may not concentrate on the video advertisements (Fisher. 2011). This research considered whether YouTube is a good advertising method to encourage people to buy new products, to help company to increases revenue. Aims Find out how YouTube increases company revenue Find out whether YouTube changes people’s shopping habits Find out if YouTube is a useful advertising tool for a company 1.2 Objectives Give advice to companies as to how YouTube may be used to increase company revenue Offer advice as to ways in which YouTube may influence changes in shopping habits Method of Research The project is based on secondary research and primary research. Secondary research information was used to gain information about YouTube and Internet advertising from academic books, journals, newspapers and websites. A survey was conducted in order to discover the attitude and opinions of the general public. A questionnaire was used as, according to McFedries (2008) questionnaires are considered to be the most effective and efficient way of conducting this type of primary research because it allows primary data and information from the interviewees directly. The respondents consisted of 20 international students attending LSI school in Portsmouth. It was conducted on the 20th May 2013. Findings from secondary research YouTube is one of the most successful websites in the world. Many people may watch and listen to this website. As a result, YouTube can be an effective advertising medium in marketing. Therefore, many companies spend a lot of  money on YouTube to increase their revenue. It is possible that this form of advertising can change people’s shopping habit as, while they are looking at YouTube information, they are exposed to the advertising clips, which accompany the information. However, it may be the case that people have the choice to ignore the advertising and just focus on the information they want to watch. In this case, there is debate about whether the advertising is wasted. Nevertheless, there appears to sufficient evidence to demonstrate that the money spent on such advertising is profitable. Firstly, YouTube net revenue was $2.6 billion in 2012 an increase of 35% compared to the second quarter of 2011 (Larry. 2012). From this result it can be seen that many companies spend a lot of money on YouTube advertising, because in this generation, time spent on computers is increasing and many people find some entertainment from YouTube. 3 billion people watch YouTube every day (Henry. 2011). Many companies can see that YouTube has different types of customer. So it is a potentially useful tool to promote their company. For example, VEVO is the only company that has legitimate music channels on YouTube and it has many subscribers. So, when people watch a music video, it will include advertising about that music or other products. When people are interested in that music or products they can get more information and buy them. Secondly, YouTube will make an analysis of every user, such as what they often view. Then YouTube will handle the data and will propose some similar video to users. Also, YouTube will give the data to some companies which are related to that video to do some research inform them about user habits. Then, some companies will add advertising in that video let users know their company has some products that are suitable for them and change customer’s shopping habits (YouTube. 2013). Finally, many people do not believe YouTube advertising feasibility, because many people may just watch the 15 seconds then ignore it. So, many people question YouTube advertising. With the increasing availability of advances in technology, the advertising strategies have improved and may encourage more visitors to watch the adverts rather than to ignore them. According to a recent research carried out by Fisher (2011), only 30% of YouTube advertisements are skipped. Findings from Primary Research This research used a sample of 20 people, those are LSI students and  teacher,20 questionnaires were returned and the interviewees answered all questions. According to the results from the first question which asked people which website they usually use to find out new music videos, it can be seen from appendix (b) that 80%chose YouTube to find out new music videos, also 15% used Google and just 5% used QQ Music, but nobody used Yahoo and Facebook to find out the new music video. The second question researched how much time do people spend on average on YouTube everyday, it is shown by appendix (c), that near 35% of interviewees spend 3 to 4 hours on YouTube everyday.Likewise, there were 25% of interviewees who spend 1 to 2 hours per day and the number of interviewees who spend less than 1 hour and over 4 hours was the same, and it was 20%. The third question asked people about their habits from before the changes in 2012, how often did they watch a full advertisement on YouTube, it is shown in appendix (d), that 60% on average, they justsaw it between 2 to 4 times, the number of people who saw it between 5 to 7 times and once every ten times was the same, it was 20%. The fourth question researched the changes that happened after 2012, and how oftenpeople watched full adverting on YouTube, it is shown in appendix (e), that 35% of interviewees saw the advertisement that appeared between 5 to 7 times. 30% of interviewees saw it between 8 to 9 times, the number of respondents who just saw it between 2 to 4 times and people who watched it every time is the same – 15%. The fifth question, participant agreed that mandatory video advertisements are useful for them, is shown in appendix (f), the number of participants who think are sometimes very useful and rarely very useful is the same – 35%.Likewise, there were 25 % of participant think are usually very useful and it just had 5% of participant think are very useful. The sixth question, people agreed that mandatory video advertisements can increase your interest and as a result buy advertised products, it can be seen from appendix (G), 40% of the interviewees agree YouTube mandatory increase their interest and encourage them to buy the advertised products, whereas only 5% strongly disagree this point. However, nobody strongly agree that mandatory video advertisements can increase them interest and as a result buy advertised products. The seventh question, people agreed that YouTube could change their shopping habits, it can be seen from appendix (H), the agree rating score of 4 is 35% and the disagree rating score of 2 is 20%, representing that more  interviewees YouTube can change their shopping habits. Since the percentage of people strongly agree and strongly disagree are the same of 5%, a conclusion cannot be drawn. The eighth question, have they ever bought a product advertised on YouTube after watching the video, is shown in appendix (I), that 60% of interviewees have bought a product advertised on YouTube after watching the video and the remaining 40% said they did not purchase the product. The last question is what factors will make them interested in the online video advertisements, is shown in appendix (J), that 40% of participants said they are already interested in the product, also 20% of participantssaid because the pop stars advertisethe product. Thenumbers of people who think are sound effects and they need the products is the same – 15%, there are just 10% of participantsare interested in the online video advertisements due to gift vouchers. Discussion of Findings The survey was designed to find out how YouTube increase company revenue, whether YouTube change people’s shopping habits and find out if YouTube is a useful advertising tool for a company. Firstly, the findings demonstrate that 3 billion people watch YouTube every day (Henry. 2011), the VEVO music company channel has the most subscribers and has different types of customers. So it is a potentially useful tool to promote their company. From the questionnaire, it can be seen from appendix (B)that clearly there are 80% interviewees usually use YouTube to find out about new music. Therefore, YouTube is a succeedmethod to advertise company produce. Secondly, appendix (D) and appendix (E)investigate whether YouTube advertising strategy improvements increase the number of viewers. Appendix (D) represents pre advertising strategy improvements, when interviewees just usually (60%) see on average, between 2 to 4 times the advertisement appeared. On the other hand, it can be seen from appendix (E) that after advertising strategies improved,the same group of them will seethe full advertising, on average, between 2 to 4 times the advertisement appeared decline to 15%. Likewise, the same group of interviewees will see on average, between 5 to 7 and 8 to 9 times the advertisement appeared increase to 35% and 30%. Also it can seen from appendix (G) thatonly 5 % of interviewees strongly disagree that mandatory video advertisements can increase interest and as a result buy advertised products. This result of this questionnaire is similar to the  secondary research, which supports that advertising strategies improved in 2012 encouraged more people to watch the full adverting on YouTube and also increased people’s interest to buy advertised products. Thirdly, it can be seen from appendix (F) that nobody thinks the mandatory video advertisements are never useful. As shown from appendix (H), only 5% of interviewees strongly disagree the YouTube advertisement cannot change their shopping habit. Likewise, YouTube can increase company revenue, because it can be seen from appendix (I, where 60% of interviews had bought a product advertised on YouTube after watching the video. So YouTube it can influence people’s shopping habits. Limitations of the Research This is the project allocated and the lack of experience is the biggest problem to be faced. Moreover, there were just 20 respondents of the questionnaireand the survey covers only the students in LSI. In addition, due to the time constraint,findings from secondary research contain limited academic resources. Finding more information on books and asking more respondents may improve further research. Conclusions Recommendations To sum up, it is clear that there is 80% of interviewees used YouTube to find out new music, so YouTube had many different types of customers and so it is good for advertising companies’ products. Moreover, the improved YouTube advertising strategies in 2012 had raised the number of intervieweeswho watch more the mandatory video advertisements and it can change people’s shopping habits. These findings demonstrate that YouTube canincrease people’sinterest and as a result encourage them to buy advertised products. According to the questionnaires, it is suggested that companies can employ Pop Star to advertise the product and put more sound effect to make people interested in the online video advertisements. Also YouTube may conduct more research to find out customer’sshopping habit and to show the most suitable advertising for increase in viewers. References Chaffey, D. (2003). Internet marketing: Strategy, implementation and practice. Harlow [u.a.: Financial Times Prentice Hall. England, E., Tinney, A. (2002). Managing Multimedia Project management for wed and convergent media. Harlow: Addison- Wesley. Fisher, L. (2011). Only 30% of YouTube Users Skip Pre-Roll Ads. The Next Web: http://thenextweb.com/socialmedia/2011/06/12/only-30-of-youtube-users-skip-pre-roll-ads/Geiger, S. Martin, S. (1999). THE INTERNET AS A RELATIONSHIP MARKETING TOOL -SOME EVIDENCE FROM IRISH COMPANIES. Irish Marketing Review Volume 12(2) Henry, A. (2011 May26). YouTube hits 3 billion views per day, 48 hours of video uploaded per minute. Geek News.Retrieved from: http://www.geek.com/news/youtube-hits-3-billion-views-per-day-48-hours-of-video-uploaded-per-minute-1383495/How were cashing in on YouTube: Thousands are pulling in SIX-FIGURE incomes with home-made videos (2012- August31). Mail Online News. Retrieved from: http://www.dailymail.co.uk/news/article-219611 0/THOUSANDS-people-making-SIX-FIGURE-income-home-YouTube-videos.htmlInstitute of Practitioners in Advertising: National Readership Surveys. (1965). Lond.: I. P. A. Jarboe, G. (2009). YouTube and video marketing: An hour a day. Indianapolis, IN: Wiley Pub. Nakashim, R. (2013-May07). YouTube Said Set to Soon Launch Pay Channels. abc news. Retrieved from: http://abcnews.go.com/Technology/wireStory/youtube-set-launch-pay-channels-weeks-19120837#.UYjV3JXN7dkLarry, P. (2012 June30). Google Inc. Announces Second Quarter 2012 Financial Results. Retrieved from: http://investor.google.com/earnings/2012/Q2_google_earnings.htmlMcFedries, P. (2008). Macs. Indianapolis, IN: Wiley. YouTube. (2013). YouTube Analytics. Retrieved from: http://www.youtube.com/yt/advertise/youtube-analytics.html

Of Mice and Men Essay Example for Free

Of Mice and Men Essay As Curleys wife lay their motionless, her golden curls draping around her petite neck while her crisp, white blouse ruffled gently as the breeze blew through the barn door. The golden sunlight of the setting sun bathed her in an orange glow; her lifeless face was lit up as Lennie sat their on his haunches muttering the same words over and over again, lady, hey lady, lady He still didnt realise that she was, dare I say it, dead. Once again a something so full of life has returned to the Earth from whence it came, and all of this was the fault of Lennie. The big guy was just sitting there, not knowing what to do he just sat there, his cropped hair and stubble looking orange in the sunlight, his big nose, eyes and mouth unknowing and not moving began to change his expression as his slow brain began to conform to what he had done. MURDERED! He began to cry out, George, George, help me George, please help me! Meanwhile George was in the local brothel setting bout a while watching the ladies dance. The sunlight was gradually fading as it dropped behind the clouds just above the horizon, George looked at his wristwatch, all battered and scratched from the many years of ranch working it had endured, and decided that it was time to leave, Slim acknowledged that he was leaving and followed him out of the door. Just as they arrived back the tip of the setting sun dropped below the horizon, the time was approaching half past eight, and the air was chilling slightly, George pulled his jacket tighter around himself as they both walked into the ranch. Lennie was sitting on his bunk, as George walked in Lennie looked up at him. Straightaway George knew that something was the matter, not knowing what was up George asked him whats the matter with you Lennie? N Nothin George, honestly, nothin . This reply indicated to George that something was definitely the matter with Lennie. Cmon Lennie, somethins up, you cant hide it from me I know you too well, Uh uh, I didnt mean to, honestly George Maybe youd better just show me huh Lennie? Lennie walked out of the door closely followed by George. As the two of them walked out Slim walked in after a game of toss the horseshoe, puzzled he followed the two of them to the barn. Lennie stood at the door of the barn and pointed inside without looking in. George and Slim looked at each other and walked inside not knowing what they would find. Wheres he gone? George cried in surprise, he was standing here not two minutes ago. While George and Slim had been inside Lennie had made a break for it! I cannot believe this, said George, hes never thought for himself before. Lennie had run into the forest and hidden in the brush right where Lennie had told him to go if anything had happened, which it had, and he had actually done it! He couldnt believe Lennie had done something off of his own back. They decided they should tell Curley as soon as possible, they knew Curley would want to kill Lennie and so they thought they should tell him so he couldnt blame them for keeping it from him. What! I cant believe it! He was both in a state of disbelief and anger. He couldnt believe his wife was dead, and yet he seemed more intent on hurting somebody else because he was hurting himself. His face was twisted and contorted with rage, his eyes were bloodshot, his lips were tight with resentment, his face was beetroot red, he wanted revenge and he was gonna get it. He got up, nobody stood in his way, they didnt see the point, he was so intent on slaughtering Lennie that he left without saying a word, he picked up his luger and headed out into the woods. He cant be far, he said, Ill get the son of a bitch, Ill get him alright , and with that he left. George and Slim decided to round everybody up to try and find Lennie before that savage beast which had erupted inside of Curley found him and slowly killed and maimed him. Where is he? said George, by this time he was getting a bit worried and thought that maybe Curley had already gotten to him. Dont worry Slim said, Im sure we can reason with Curley and try to sort it, no way! Hes so mad not even God himself could reason with him now! They ran on and eventually, thanks to Georges intuition found Lennie in the brush where he had told him to go only a few weeks earlier. Lennie, my God, hes huntin you down, but, but I didnt mean to George, I swear, Okay Lennie I believe you, but he wont listen, hes so clouded with rage he jus wont listen to anybody. Slim decided to leave George and Lennie to talk over what they should do. George went over the plans in his head while Lennie sat there, thinking of what could have been, the poor lummox thought George, he has no idea, the dumb basta suddenly it came to him, I know Lennie what George, what? George knew he couldnt tell Lennie his plan, it would take too long, especially as Lennie would have been to thick to work it all out, quick Lennie, turn around and look up to those mountains, as Lennie slowly turned around to look up to the mountains George put his plan into action. Lennie he said, in a few seconds youll be on the floor, dont move and dont say a word until I come back tonight to get you, George was unable to tell if Lennie had understood or not, but surely it would be worth a try. He kicked Lennies legs out from underneath him, as Lennie fell to the ground George pulled out a luger from under his coat and pulled the trigger. Lennie hit the ground the shot rang out around the mountains. It was completely still after the animals and birds had fled in terror. George just collapsed onto his haunches, Slim had heard the shot and was first to get to George, whats happened? he asked. Ill tell ya later he replied. As he finished his sentence Curley and the others turned up. Candy took off his hat and held it to his chest, some of the others did the same, there was a few moments silence before Curley cried out you dumb asshole! I was supposed to kill him, he killed my wife, pointing to Lennies body on the floor. George quickly began to defend Lennie saying he didnt mean to, hes just a big dumb nobody, you wouldnt have taken any pleasure from it anyhow! Curley didnt have a reply to this; he thought he had probably acted too rash causing the death of somebody else. Curley may be heartless when it comes to beating people up, but killing someone is a little harsh, even for someone like Curley. As they walked away Curley and Candy were chatting about what they couldve done on the farm, Candy was close to tears, George couldnt stand it any longer, he couldnt keep a secret from someone he had grown trust. He told Candy hes not dead whatre you talking bout replied Candy, hes not dead George insisted, how? You shot him in the head, or so you told me, did you see any blood stains or bullet holes, you underhand, sly son of a I just couldnt think of any other way, he told Candy. This cannot get out among the other ranchers, said Candy, I know, I know came Georges reply. George and Candy went into one of the other barns alone so they could talk over what to do about the undead. They decided to leave that night, Candy would clear out his bank account which he had been saving for so long and George decided to do a big heist on the ranch that night. He knew they wouldnt be able to buy a farm or ranch of their own with Candys money alone. They couldnt stay and work there any longer because Lennie would die if he were left in the forest alone. They decided to do it that night and enrol the help of a few of the old hands. George went and spoke to Slim about the possibilities of this so-called job Slim went along with it, but would Carlson. Candy went and spoke to him, he was in. Slims guilty conscience suddenly kicked in, what about the others? What about the others? Candy said. Well, if we take all the money from here then theyll lose their jobs and have no money, hes right ya know George said. Well thats it then, said Carlson, maybe not, why dont we ask them all to help out? Thats a great idea George, but what if one of them refuses and grasses us up to Curley or even the boss! I think thats a risk we should take. I agree, we might as well, we wont have enough money if we dont. What if Curley What if Curley what? What if he got jumpy and whacked one of us? Again, a risk we gotta take, now enough of the what ifs lets do this thing, said George. Yeah! Lets do it, they all said in unison. That evening there was a bustling of activity and organisation. By nine thirty they were all in, all that is except the nigger. They had to try and persuade him as well, because after all everyone deserves a chance, no matter of race, colour or creed. They entered his lone bunkhouse; he was agitated by this mass gathering and was a little jumpy, there was a bead of perspiration running over his furrowed brow, he didnt know what they wanted, he thought they may harm him in some way, but he relaxed when they told him their plan. He was in. He was so happy that someone had wanted to include him, after all, hed been dismissed as a nigger thousands of times, no-one had ever asked him to help with anything big before. They were all in! One by one they came up with suggestions and plans and ways and means of achieving their goal. By the time the plans were finalised it was one thirty. The moon was just above the horizon; it looked larger than normal, the craters and the seas were extremely bright. The whole ranch was lit up, all the stars were visible, and there was not a cloud to be seen in the night sky. What a night, said George, I just hope that Lennie hasnt run off, maybe one of us should go check on him, said Crooks, nah! Replied George, hell be just fine. And with that they began their operation. The nigger was on lookout as was Whit, one at the entrance and one by Curleys bunkhouse hidden in the bushes. George was the brains of the operation and had been secretly observing, over the few weeks he had been there, where Curley was taking the money at the end of the day. He had first had the idea of raiding the ranch when hed come back late from walking one night and saw Curley through the window putting money into the safe, he never thought that his idea would actually come of age, but quite a lot had changed since that day! Slim was Georges rear guard, because he was the most trusted member of the ranchers, who went in while George cracked the big, black safe to which nobody but Curley knew the contents of, and watched his back. There would be no guns except for one because it would be too much of a risk. Carlson was to be the only man with a gun as he was the most experienced member of the group and could handle guns sensibly and was not trigger-happy. While all this was happening the remaining members of the ranch would be ready, in case there was a problem with Curley, or anyone else for that matter, and were ready to pounce and sort out the problem, no questions asked! So the plan was sorted. No one was without a job; everyone was in place, ready and waiting. George and Slim crept out of the bunkhouse wearing their darkest clothes. George had black trousers; a black shirt with a black waist jacket and a dark brown peaked hat, slim was wearing all black with mud on his face. They could hardly be seen in the shade of the moonlight, but when they came out they were a little more suspicious. Bushes and other buildings were their only cover, and they had to creep right outside Curleys window, would he be asleep or would he still be awake planning what to do with his wifes body, it still lay where it had last come to rest at the fate of Lennie. Luckily for them Curley had drifted off to sleep in his armchair with a whiskey bottle in his hand, probably trying to drown his sorrows, poor bastard! He thought, he wont rouse til mornin for sure, but as he said that he stepped on a twig. There was a metaphorically speaking deafening cracking sound. George and Slim stopped instantly, petrified, they were stuck to the spot, not one of them dared move for fear of Curley. Neither wanted to turn around in case Curley was sanding there with a luger in his hand pointing it straight at one of their heads uttering the words what the hell dya think youre doing? It felt like an eternity passed before George turned his head and looked around his shoulder at Slim, whereas it was only a matter of a minute or two. He cant have waken, said Slim looking over the window sill to confirm this, nope, sound as a baby! Thank the lord above for that, said George. They continued their journey and eventually arrived at the office. George put his hand up to the knob and turned, he pushed the door but it wouldnt budge. What! exclaimed Slim when George told him the bad news, however the good news is that I spy a window on the other side that looks to be open, I cant be sure but its definitely worth a try, he said to Slim, lets go Slim replied. They made their way around to the other side of the office finding that the window was open he pushed it upwards causing a lot of noise in the process. Damn it George! I couldnt help it, he replied irritably. They waited to see if Curley had heard, meanwhile Whit was staring intently at Curley, he saw him stir and then drift into a deep drunken sleep again. He breathed a sigh of relief as he looked over to the office and saw George and Lennie staring transfixedly at him waiting for a signal that everything was okay, he gave them the thumbs up and they proceeded to climb in through the now open window. Inside George began the tedious operation of cracking the safe. He had managed to embezzle a stethoscope out of the doctors emergency room so he could listen to every turn of the code-wheel inside the safes portly door. Slim looked down to his watch as he looked out of each window of the office in turn he saw it was getting quite early, the time was now twenty past four, the sun would be rising soon and that meant that their cover would be blown and the game would be up. He also noticed that his ageing hairy hands were perspiring rather more than they should be. For the first time in his adult life he was nervous and was becoming very irrational. George tried to calm him down as he worked on the safe; luckily Slim sat down and calmed himself. George had made two successful turns of the knob and was onto the final and most crucial turn, he concentrated so hard that even an earthquake or tornado could not have disturbed him. The final click came to Georges ear, he pulled the lever to open the door only to find there was yet another door, this time requiring a key. George felt like screaming out but contained himself. He told Slim to stay where he was, George had come this far and he wasnt about to give up easily. He clambered out of the window making no noise at all. The sky had clouded over slightly and the moon was now gone, he noticed over the horizon the black of the night sky turning dark blue, he realised that dawn was approaching and knew he didnt have a lot of time to find that key, the key to all of their freedoms and work-free days, and also to Lennies rabbit farming plans. I cant let them down, George said to himself, especially not Lennie! He arrived at the door to Curleys bunkhouse, he slowly turned the doorknob and yes thought George to his amazement, the door clicked open and with a light push George opened the door. Curley was sitting in the same armchair as he was before. His position had changed slightly but nothing was going to put George off of finding that key, that key that was hanging round Curleys neck, it glinted in his eye almost wryly smiling at him as if it had one their metaphorical game of hide and seek. It was the biggest setback to the heist so far. George rubbed his sweat-covered hand over his stubbly chin. There was only one way to open that safe, there was only one way to get the key that would that, he would have to go right up to Curley and lift it off of his neck. He inched his way up to Curleys chair bit by bit, not making a sound, not breathing, when all of a sudden Curleys head rose, he drew breath and then lolled his head forward. Georges prayers had been answered, the key now hung loosely around Curleys neck instead of being pulled taut about his chest. George moved swiftly, he pulled the chain off and was out of there in a flash. Whit looked at him in amazement from his hideout in the bush and just gave him the thumbs up as he wiped his own sweat-covered brow. Back inside the office Slim noticed that the time had moved on quite considerably since he had last looked, it was now a quarter past six and the sun was beginning to poke its proverbial yellow head over the horizon. Slim rubbed his bleary eyes and told George who by now was loading his bag with cash. Holy cow George! Thats enough to feed a village for a month, youre telling me replied George, he must have been keeping it all for himself, greedy git! Well show him, lets take the lot and keep the key, hell never know how much we got and by the time he sobers up well be long gone. Youre right, well give him a taste of his own money, he kept our hard earned cash away from us so well keep his not so hard earned cash away from him, permanently! Yeah! Lets get out of here, said George. They both got out the window and crept their way over to the exit, Whit followed slightly behind them, he caught up to them and said, well you guys have used up at least three of your nine lives tonight, tell me about it, said Slim, I got so nervous at one stage I almost bottled-it! Anyway, how much was there in that safe, we dont know George told him, we didnt really hang around to count it! Course not, I understand, replied Whit. Lennie had stayed in exactly the same position for the whole night, when they saw him lying there they thought that something was wrong with him, but amazingly he had carried out Georges every word to the letter, he hadnt moved, not even an inch, since George told him not to, he had no idea about the raid on the safe he hadnt a clue that they all planned to help make Georges idea of buying their own ranch a reality. He couldnt believe it when they told him, he was to have a new life, new friends, new rabbits, he was overjoyed and he was speechless, probably a good thing, because nothing intelligent ever came out. All in all it had been a satisfying end to a hard nights work. They were all shocked to find out how much Curley had had stashed away in there. That mustve taken him a good few years and a good few tax evasions to rack up that much, exclaimed Carlson when he saw how much there was. There were many comments like this as the group walked down the road to their freedom, the sun had just risen straight ahead of them, George and Slim lapped up the praise as they walked into their new lives and their new-found wealth. I just feel sorry for Curley, said Candy. Nah! they all said in unison.

Cebu Pacific A Time For Change Management Essay

Cebu Pacific A Time For Change Management Essay The airline Cebu Pacific Air (CEB) has been flying since March 1996 (Cebu Pacific Air 2010). It has experienced ups and downs when two of its fleets crashed, killing hundreds of people (Balatucan c. 2010). Yet despite the tragic incidents, CEB was able to rise and salvage its reputation, bringing it in as one of Southeast Asias most dominant airlines (Krinks 2002). Its status grew, giving it the license to have international flights through in the world. Cebu Pacific Air is especially well-known in Singapore, as one of the leading airlines who has flights nearly everyday in Singapore. Yet due to the economic crisis that is felt globally, CEB is letting go a portion of its loyal employees. Though it is painful for the company to do so, such measures are out of the managements hands as the wave of financial turmoil crash stronger and stronger daily. This is the perfect time for the company to regroup, so that Cebu Pacific Air could emerge as a stronger, better, and a safer airline whic h will be known throughout the world in the years to come. If the company will be able to rethink its management style, in particularly, people management, then more profit would be generated for the airline, and the company will be able to afford its lavish number of employees as well. 1 Introduction According to Manila Bulletin Publishing Corp. (2008), Cebu Pacific Air contributed 45% of the total domestic passenger traffic by carrying 2.57 million passengers in a span of six months in 2008 (from January to June). This means that in 2008, the company was able to generate lots of income and was a great donor to the Philippines annual revenue. Yet despite this, the economic crisis has not been kind to the company. Some employees had to be let go in order to adapt and give way for a better regrouping that will give Cebu Pacific Air a better leverage in the airline industry. Main competitor Philippine Airlines already bowed out of the race by having to retrench a lot of it people. Yet Air Philippines, a Philippine Airlines affiliate, was rumored to be headhunting the market for a Quality Assurance Director. Right now Cebu Pacific Air is also in need of a Quality Assurance Director to oversea the whole production and process of Cebu Pacific. What the company has now is Mr. Jose F. Buenaventura who directly reports to the Director, President and CEO of Cebu Pacific, Lance Gokongwei. Having a Quality Assurance Director will have its many advantages, therefore bringing the Cebu Pacific revenue higher than it has ever been. With the February 2, 1998 crash of Flight 387 which took 104 lives, and the May 3, 2006, Flight 393 crash which delayed flights in a local airport because of a failed aircraft part, Quality Assurance is not a question of want, but a necessity. It is important that the company changes its management style and employ a superbly qualified Quality Assurance director to ensure that future flights of Cebu Pacific will not suffer the same fate as the two flights mentioned above. 2010 has been a good year so far, by enabling the company to meet its 40 million passengers in the 999 pesos Go Lite Seat. Having met this milestone, the company will be able to proceed with more important and valuable projects which will increase the income of the airline. Despite the obvious growth of Cebu Pacific Air in the current years, expenses are mounting up, and these turbulent times globally should be taken advantage of. Cebu Pacific should sit back and regroup, taking its biggest and best thinkers into a room to determine the best course of action that will propel the company even higher than its standing today. The author believes that once Cebu Pacific changed its management style and employed the right Quality Assurance Director, more revenue will enter the companys portfolio. With proper planning, and correct execution of plans, Cebu Pacific could well be a household name in terms of flying, abolishing all traces of competitors greatness forever. 2 Background of the Company Cebu Pacific Air would cease to exist as it is known today without the efforts of John Gokongwei, who is the founder of this noble airline. He stared selling textiles and corn, created textile miles and explored food manufacturing before directly competing with San Miguel, one of the premier brands in the Philippines. Gokongwei continued to amass wealth by building shopping malls, hotels, compounds, real estate, among many others. His major companies include Digitel Corporation, Apo Cement, and Cebu Pacific Air (Krinks 2002). Cebu Pacific Air first graced the skies on March 1996. The company calls its clients as Juans, which is a typical Filipino name with affiliations to the poor. Because the company aims to give low fare, great value (Cebu Pacific Air 2010), the word Juan is very symbolic in terms of giving the medium and average families the chance to fly and visit places. This dream is made possible by Cebu Pacific as it offers the lowest prices on the market. CEB started its operations by offering clients to fly domestically in cheap prices. After the initial success, the company was able to fly internationally on November 2001. Now, nine years later, Cebu Pacific is given the license to land in Bangkok, Kota Kinabalu, Kuala Lumpur, Jakarta, Macau, Seoul, Shanghai, Taipei, Singapore, Bangkok and other hot spots across Asia (ibid). It enables every Juan who boards its planes to explore the countries near the Philippines, and to enjoy their stay with the affordable prices. Cebu Pacific Air also boasts to be very safe and reliable, considering its recent re-fleeting program which brought about twenty-nine new planes. These 10 A319 and 11 A320 Airbus planes and 8 ATR 72-500 aircrafts (ibid) gives Cebu Pacific the right to say that it has the youngest fleet in Southeast Asia. Having younger planes gave the airline passengers a sense of security that since the planes are never overhauled, repaired, and manipulated in any way, and the maintenance of the fleet is routine, then their safety will not be compromised despite the low fare. Not only is Cebu Pacific the leader when it comes to low fares, it is also the torchbearer of technology in terms of aviation in the Philippines. It is the first local airline to use e-ticketing (made popular by the American Airlines), prepaid excess baggage and seat selection in the Philippines (ibid). Unlike other domestic airlines, Cebu Pacific not only provides magazines in flight (the magazine is called Smile), but also provides board games and other forms of entertainment, otherwise known as Fun Flights (ibid). Lastly, not only does Cebu Pacific provide low fares that will give peace of mind and assurance to consumers, but it also provides the travelers with a from plane-to bed service after having tied up with destination hotels, travel insurance, entertainment ticketing, travel agencies, travel insurance, and other travel necessities. The Juans could simply board the plane, and upon arrival, ride the rental car arranged for them by the company. Last February 2010, the on-time performance of Cebu Pacific reached 92.5% (ibid), and the company is aiming to raise this to a hundred. With the smooth travels, reliability, and enjoyable flights, it is no wonder that Cebu Pacific is the best choice for air transport in Southeast Asia. 3 Literature Review Though there are many management styles, Cebu Pacific employs people-friendly but firm in the discipline and order area (Manila Bulletin Publishing Corp. 2010). Before the author discusses this particular style, a literature review of workplace related concept would be given to establish the importance of the authors proposed management method to be given later on. 3.1 Air transport in the Philippines Krinks (2002) points out that the air transport was only accessible to citizens with a high social standing, the elites, the famous, tourists, and businesspeople whose travel expenses are being shouldered by their companies. Majority of Filipinos can only dream of flying and visiting foreign places, since to ride an airplane before is synonymous to having a lavish lifestyle. This was before Cebu Pacific came in. Philippine Airlines, the first airline in the Philippines, has dominated the air transport industry in the Philippines for more than five decades. It was first obtained by the Philippine government in 1948, was bought by a private institution in 1965, and was re-taken by the government in 1977. This was when the former President Ferdinand Marcos issued a decree saying that PAL should be the sole domestic carrier (Krinks 2002) in the Philippines. When former President Marcos was ousted, President Corazon Aquino then started turning Philippine Airlines as a private company. By 1993, Lucio Tan was the major stockholder, and from then on, Philippine Airlines enjoyed the privilege of dominating the Philippine skies without competitors. By 1995, former President Ramos re-build two airports in the Philippines and made their sizes to be globally competitive. The Manila and Mactan (in Cebu) airports were the major airstrips in the country, and Ramos urged competitors to take advantage of the five new airports with international flights. By 1996, Cebu Pacific entered the picture by giving the lowest rates possible without incurring loses for the company. PALs maket share fell a whooping 65%, and it continued to decline by losing billions of pesos from that year onwards. By 2000, PAL was indebt to an amount totaling to $2.2 billion, and Cebu Pacific was being embraced by the Filipinos. The air transport industry is currently being shared by Cebu Pacific Air, Grand Air, Air Philippines, Philippine Airlines, Asia Spirit, and Corporate Air (ibid). Along with the opening of NAIA 3 came the opportunity for Cebu Pacific to display to its counterparts that it is a force to be reckoned with. When the third Ninoy Aquino International Airport was opened in Villamor, Pasay City, Cebu Pacific was the one who first launched a flight in the airport (Manila Bulletin Publishing Corp. 2010). Airport General Manager Alfonso Cusi for NAIA 3 said that the airport had an agreement with CEB that the airline will fully utilized the terminal for their regional flights (ibid). 4 Proposed Workplace Relations Approach Cebu Pacifics laidback friendly approach to its employees are working and motivating people, but the lax in discipline and respect could be further improved. A domineering or autocratic style of management could work as well, but according to Thomas (1997), this type of leadership could fail at one point or another. But since Cebu Pacific needs to regroup and to change its system in order to earn more revenue, it is time for the airline to think about its workplace relations approach. An organization requires the utilization of a complex array of resources to grow, survive and achieve the ultimate mission or objectives that informed its existence or creation. The mobilization and deployment of these resources human, financial and material in the right resource-mix, gives the organization leverage toward the desired end. Of these resources, the human resource is the most potent and central, contributing significantly to corporate bottom line and competitiveness. The organization therefore gains sustained competitive advantage through people, the organization workforce. Competitive advantage is simply defined as anything that gives an organization an edge over the competitors in its market. According to Porter (1985), the unique talents among employees, including flexibility, innovation, superior performance, high productivity and personal customer service are ways employees provide a critical ingredient in developing a firms competitive position. Similarly, Chiavenato (2001) notes that employees are purveyors of activities and knowledge whose most important contributions in the organization are their intelligence and individual talents. There is agrowing consensus that effective management of human capital is critical to an organizations success (Barney Wright, 1998; Jackson, Hitt DeNisi, 2003; Akhtar, Ding Ge, 2008). Managing the human resources in the organization is the traditional responsibility of the personnel manager, a precursor to human resource management (HRM). Some scholars however equate HRM with personnel management, concerned with providing staff support in the organization (e.g. Guest, 1989). Other scholars consider HRM as a natural development of personnel management practices in the face of changing economic and business environment (Armstrong, 1989 2004; and Fajana, 2002). The people-management discipline is undergoing continuous metamorphosis, with the recent emergence of strategic human resource management (SHRM) in organization and management literature. In a recent review covering 30 years, Lengnick-Hall, Lengnick-Hall, Andrade Drake (2009) present an evolutionary and chronological perspective on the development of SHRM. The authors identify the following seven themes which influenced the development of the field of SHRM: (1) explaining contingency perspective and fit, (2) shifting from a focus on managing people to creating strategic contributions, (3) elaborating HR system components and structure, (4) expanding the scope of SHRM, (5) achieving HR implementation and execution, (6) measuring outcomes of SHRM, and (7) evaluating methodological issues. SHRM is evolving as a new approach to the management of people, and specifically focusing on integrating the human capital to business strategy to enhance organizational competitiveness. According to Aswathappa (2004:39), the advent of SHRM has brought forward the issues of linkages between the employer-employee relationships and wider organizational strategies and corporate objectives. 4.1 Outsourcing How would one be able to increase revenue yet save money at the same time? Rival Philippine Airlines has already resorted to outsourcing. Yet Somani (2005) argues that there are many problems in outsourcing, in terms of miscommunication-misunderstandings that are the result of misinterpreted content, tone or word choice-as it relates to people management. This is a problem since by outsourcing, the company is obliged to employ people who speak different languages with no upbringing of the Cebu Pacific culture. They will not be the fun, committed individuals who have served the Juans of Cebu Pacific through the years. Somani (2005) gives a portrait of outsourcing which could easily happen should the company decide to outsource its services: an outsourced project team member mistook a debt of  £95 million as credit, and created a report saying as such. The company then included the  £95 million to the already overextended credit line. Needless to say, instead of saving money by outsourcing, it only made them lose  £95 million more. Cebu Pacific aims to bring people together to have an enjoyable flight through affordable means and the staffs willingness and eagerness to serve with a true heart (Cebu Pacific 2010). If the backbone of the operation (i.e., the ground operation, the ticketing staff, the check in counter people) were being outsourced to other nations, then this soul for service that Cebu Pacific is known for would be changed. The airline would only be another airline who wishes to increase money. 4.2 Solution Berman, E.M, West, J.P., and Richter, M. Jr. (2002) says that the workplace friendships and relations encouraged by a company derives from mutual trust, commitment, reciprocal liking and shared interests or values. These behaviors are present in CEB employees as they mingle and explore new challenges as led to them by team leaders. QM has been adopted widely by most organizations. Previous research has suggested that successful quality management requires a series of people management practices such as training, development, and empowerment. Despite ample findings on the impact of QM on organizational and individual performance, less attention has been paid to employees actual behavior during the implementation of people management practices. The present study, therefore, contributes to the literature by going beyond the employees perception and reaction toward QM implementation and identifying employees potential behavior when implementing QM. Yet when it comes to disciplining, this friendly approach could prove to be fatal. Managers might make wrong decisions because their view is not objective and forming personal friendships with the people they are in charge of could cause complications and conflict of interests in the future. A way to avoid such is to get the assistance of an outstanding Quality Assurance Director. There would be three organizational heads which will help the company: a Quality Assurance Director, an Operations Director, and a Management Director. The most promising would rise to the title of Overall Director, and would report directly to the current heads Mr. Jose Buenaventura, and CEO of Cebu Pacific Lance Gokongwei. Having this additional structure in place would give the directors more focus on their tasks in their department: for human resource management, operations, and quality assurance. Once these three aspects are strengthened and formed, then the rest of the organization would follow. This is the proposed structure for Cebu Pacific: Director, CEO and President Board of Directors Overall Director Senior Consultants Executive Officers Figure 1.1 Proposed Structure for Cebu Pacific The current structure of Cebu Pacific is as follows: Figure 1.2 Current structure of Cebu Pacific As one can see, having the Board of directors in the same level as the senior consultants, executive officers, and the overall director would prove to be beneficial since the companys top people are closely working together. There would be no discrepancy in positions, as there would be different functions for each person. 4.3 Management Approach After implementing the proposed structure for Cebu Pacific (Figure 1.1), then the companys management approach should be changed as well. The informal, friendly atmosphere must be changed. The managers must be more diligent in imposing the rules, yet be flexible enough to the changes. The managers will cease to be lenient with their teams, and push each team member to produce more results and more revenue for the company. Watching movies while working in their desktop computers, having four break-times in an eight-hour work day, and games in desktop computers would all be removed. There would only be three break times in an eight-hour work day: at 10:00 to10:15 in the morning, 12:00 to 1:00 PM for the lunch break, and a 3:00 to 3:15 PM break. This will maximize the potential of employees and remove those who are skiving off work. While people management practices involve extensive communication, employee participation, and teamwork, it is expected those practices would facilitate individuals pro-social values motive. In addition, Nair (2006) suggests that QM is now most widely accepted organizational goal and is believed to be essential for effective management and competitive survival of organizations. This organizational-wide consensus with respect to QM as organizational goal and QM as a means of competitive survival may lead to the increasing in individuals desire to help the organization even when they need to do more than their job descriptions stated. In sum, if people management practices are heavily emphasized in QM implementation, it is expected to motivate both organizational concern and pro-social values motives of organizational citizenship behavior. There are employees who were caught watching movies while working, with their Windows Media Player minimized. There are also those who are spending the office hours by playing Solitaire and other games that were initially installed in all desktops. It would then be implemented that all computer programs and softwares that are not work related would be uninstalled, and employees will no longer have the access to install programs. Each program from an anti-virus to Auto CAD for the engineering department and Adobe softwares for the marketing team would need to be installed by the IT department. Instant messaging systems such as Yahoo! Messenger, Skype, and others would be removed as well. In its place would be the intranet which would have the same function, the only difference is that only colleagues and co-workers would be able to talk to the employees, and there would be no distraction and other impediments that are hindering the productivity of a team to flourish. 5 Basis for critical success factors The author strongly believes that changing the organizational structure of Cebu Pacific and installing powerful and over-qualified people in the positions of Overall Director, Quality Assurance Director, Managing Director, and Managing Director could prove to be beneficial for the company. There would be a clear distinction of tasks and responsibilities. Unlike to what the company has now wherein there are different vice presidents per sector under the Executive Officers, there are areas that are forgone and are ignored, such as Quality Assurance, which is a crucial part of an airline. Having no Quality Assurance director in place means that Cebu Pacific is compromising the lives of its millions of passengers since there are no routinely assured processes that would indicate that a plane is safe for flying. Though Cebu Pacific Airs fleet is young and robust, this will not be the same in five to ten years time. A fleet would have to be maintained rigorously and each decision should conform to the manuals of FAA and other aviation regulators. Changing the management habits of higher ups would also prove to be of valuable contribution to the company. The employees look up to their division managers, section managers, and team leaders to set an example. If the manager is always leaving his or her place to smoke, or is caught doing things that are not work related, then the morale of the team would fall and all efforts would be ineffective. It is important that the management be able to invoke respect and awe in the members to make the most out of their potential and to maximize their talents. If a leader is lenient with no concern for the company, then the team it is managing as well would feel the same way. Knowledge, competence, and related intangibles have emerged as the key drivers of competitive advantage in developed nations. This is not just because of the importance of knowledge itself, but because of the rapid expansion of goods and factor markets, leaving intangible assets as the main basis of competitive differentiation in many sectors. There is implicit recognition of this in both management theory and practice with the growing emphasis being placed on the importance of intangible assets, reputation, customer loyalty, and technological know-how. By using a good structure like learning organization we will have organizational structure that have the ability to support the Intellectual capital in todays market. So todays organizations should try to use this paradigm (learning organizations) to be competitive. Also because our contemporary organizations may differ from the traditional organizations and so we should implement new skills to be learning organization so that our staff can adjust themselves with new technologies. Also can sense the weak signals in the environment and can reply the prosper answer to them. In this situation our managers and executives and CEOs can effectively manage the Intellectual Capital in the organization. Successful managers as well as businesses have been overseeing intellectual capital one way or another right from the start, whether deliberately or intuitively. This though, does not denote that they have an Intellectual Capital Model (ICM) program or strategy. Overseeing intellectual capital as a topic of common business sense is not adequate for the expansion of intellectual capital model like an organizational capability. It is simply when a management style shifts from being instinctively applied to a planned and systemized development that it can be completed. Only then can it be significantly altered from being an art developing into a science. Once it evolves into a science, it turn out to be testable, measurable, more predictable, furthermore, most importantly, repeatable. Even if organizations that pertain intellectual capital model progress this goal, there is, nonetheless, a long road of experimentation along with applied research ahead for the up-and-coming area of intellectual capital model to develop into more of a science. (ICM, 2009) 6 Conclusion The Cebu Pacific legacy as the countrys low-fare pioneer when it comes to air transport continues to this very day. Two years ago Cebu Pacific contributed 45% of the air traffic in the Philippines by carrying 2.57 million passengers in six months time (Manila Bulletin Corp. 2010). This legacy should be protected, so that it would continue to transcend for future generations to come. Given that Cebu Pacifics management style is people-friendly, there are those employees who are taking advantage of the lenient management of their team leaders, section managers, and division managers. It is time to put a stop to that. Personal relationships should between higher ups and employees should be avoided in order to ensure that the managers decisions for the teams welfare would not be compromised because of personal reasons. It is also important that the managers learn how to be firm and demanding, to push their team members to produce more output rather than letting them go at the pace that they want. A team without a clear direction is eating at the funds set by the company for development. It is important that managers be able to adapt and learn how to be rigorous in leading their people. The author proposed that at least initially, the following changes should be made in the staff-manager ratio: lesser breaks, removal of not work related computer programs, and removal of instant messaging systems which would be replaced by an intranet for the company. These changes are small and gradual, yet they would have a positive effect on employees. If the staff members logs in to their computer and there is nothing there but work related stuff, then there would be less distraction and the employees would be able to function to the best of their abilities. Having lesser breaks removes the chances of employees asking for overtime pay for leaving their cubicles during working hours to do personal chores and to return after the 5:30 end of shift to file for overtime to compensate for the hours they lost. The author also suggested that the organizational structure of Cebu Pacific be changed in order to meet the demands of this technologically advancing world. Outsourcing is not an option since this could only mean more money spent because of miscommunication. The best way is to restructure the management in terms of putting emphasis in Quality. Having an emphasis on quality will ensure that future plane crashes would be avoided, equipment malfunction would be minimized, and the Juans would have peace of mind when flying with Cebu Pacific. The goal of Cebu Pacific as Southeast Asias cheapest fare provider is to give every Juan a chance to fly and explore new worlds by traveling. Having directors in place with specific functions would be vital for the company since Cebu Pacific would be able to focus on having good quality without compromising safety. With proper management, a good structure, and more dedicated people, Cebu Pacific Air would go miles it has never been to before. There would be savings in terms of not having to pay more overtime fees for those who are not deserving, and savings for big replacements which would be avoided by routine checks. With all these changes, Cebu Pacific would be able to give every Juan the chance to relieve a dream: to fly in the skies without worrying for their safety, and the bills they are leaving behind. Now they can fly cheaply, safely, and with no worries since the management has dedicated its time to ensuring their safety in terms of Quality Assurance.

Adoption Essay -- essays research papers

Adopting a child is an experience that promises to bring great joy as it changes a couple or individual’s life forever. But what happens if the mother of that child wants to endorse their child? Those are the issues that many adopting parents and birth-right mothers are facing today. Many biological mothers want their child back. There are many concerns for adopting parents to know- that there is the possibly that the birth mother may file for the child. As a birth mother or the adopting parent one must realize consequences that could lay ahead. The legal and social transfer of all parental right, responsibilities, and roles from one parent or parents, usually biological, to a nonbiological parent or parents is the definition of adoption. In such a transfer, adoptive parents accept the same rights and responsibilities as the child’s birth parents would have had, while the child becomes a member of a family that provides the social, emotional, and physical nurturing that children needs to grow up to be healthy, functioning adults. But there are some legal issues or opinions that can lead to a halting backfire in the adoption process. But, as the biological parent(s) and adopting parent(s), they must be ready for the quickly, approaching pros and cons. Throughout the adoption journey, the gardein must be prepared and know what is best for them and their child. There are many positive feedbacks to adoption. Children are in need of adoption because some birth parents are unabl...

The Character of Marco in A View from the Bridge Essay -- View from th

The Character of Marco in A View from the Bridge After reading Arthur Miller's play "A view from the bridge," I am convinced that the most striking character is Marco. He is an Italian immigrant that moved illegally to the United States with his brother Rodolpho to work as longshoremen, since at the time (the play was written in 1955) his country of origin, Italy, was going through a major economic depression because of the outcome of World War II. In the play, we are told that Marco's plan is to make enough money to survive and be able to send some of that money to his wife and his three kids back in Italy, who are starving. Marco physically resembles the Sicilian stereotype, with dark skin and dark hair. He is also very strong and he could easily "load the whole ship by himself."(pg.541) In this play, the author uses plot, dialog, actions and symbolism to emphasize Marco's honor which, in my opinion, is his prominent characteristic. Throughout the play, we can clearly see that the plot helps us develop Marco's character in our imagination. For example, he is an illegal alien, and this might give the reader a less honorable view of him, and it might justify Eddie's action. But the fact that Marco left his family to give them support and to save his oldest son who is "sick in the chest," (pg. 535) makes the reader forget about his illegal stay and makes his status rise to the one of a hero. In this play, Marco's actions lead us to the discovery of a violent side which he uses to defend his honor in a number of occasions. For example, when he challenges Eddie to lift... ...e for mocking Rodolpho. But only in the second act his character is fully exposed and we see his image transform into a round character. In this play, Marco is portrayed as the victim, since he hasn't done anything to Eddie but he still gets arrested. In addition, although his brother Rodolpho gets away with it by marrying Catherine, he has no other choice but to go back to his hungry wife and sick children in Italy. This thoughts, and knowing that Eddie has no regrets for what he has done makes him furious, and at the end of the play he seeks revenge. I belive this play would not be complete without this character. If Marco would have not existed, it would have left Eddie unpunished and alive, and this would be in conflict with the very conception of drama which drives this works.

Alcoholism among Victorians Essay -- Victorian Era

Alcoholism among Victorians Wrayburn: â€Å"It will be necessary, I think, to wind up Mr. Dolls, before anything to any mortal purpose can be got out of him. Brandy, Mr. Dolls, or - ?† Mr. Dolls: â€Å"Threepenn’orth Rum.† --Our Mutual Friend by Charles Dickens Throughout Victorian society â€Å"gin was the preferred spirit of the lower class, while wine and brandy were imbibed by the more comfortable citizenry† (Alcoholic Beverages 12). During the nineteenth century, the Victorians had high expectations of their class system to make sure the classes were distinct and properly represented. They â€Å"valued controlled, propitious behavior† and would tolerate nothing less (Harding Victorians and Alcohol). There was a â€Å"cultural value placed on teetotaling,† total abstinence from alcoholic drinks, but despite this value â€Å"alcohol consumption became a popular pastime† (Harding Victorians and Alcohol). Behavior such as drunkenness was strongly disapproved of because of its association with the lower class. Alcoholism: Representation of the Working Class It was widely known that â€Å"drunkenness, and the related loss of self-control, was associated with the lower classes† and therefore had negative connotations (Harding Victorians and Alcohol). Spirits, a popular hard liquor, â€Å"had become the everyday drink for less wealthy people† and â€Å"laborers commonly used spirits to flee from their desolate everyday lives† (Harding Victorians and Alcohol). The awful working and living conditions of the working class contributed to their â€Å"hard, controlled, and monotonous life, [leading] to excessive drinking of hard liquor† (Harding Victorians and Alcohol). This excessive drinking would sometimes result in public intoxication which was â€Å"regarded as anti-s... ...ss, Inc. 1996. 12. Distad, Merrill N. â€Å"Food and Diet.† Victorian Britain: An Encyclopedia. New York: Garland Publishing, Inc. 1988. 304-307. Garwood, John. â€Å"Religious and moral Character of the Pensioners, and Provisions made for their Instruction.† Social Investigation/Journalism – The Million-Peopled City. (1853): 94-96. 11 Mar. 2005 Harding, Stephen. â€Å"Alcohol.† Victorians’ Secrets. â€Å"Absinthe and Victorians.† Victorians’ Secrets. 2000. University of Texas at Arlington. 24 Feb. 2005. Kent, Christopher A. â€Å"Drink.† Twentieth-Century Britain: An Encyclopedia. New York: Garland Publishing, Inc., 1995. 239-240. Murdock, Catherine Gilbert. Domesticating Drink: Women, Men, and Alcohol in America, 1870-1940 . Baltimore, MD: Johns Hopkins University Press, 1998.

Bio Lab Report Crime Scene

On Saturday morning of the 24th of October, there was report by an employee of a homicide incident on 4011 N. Central Eave, Phoenix, AZ. University Center building on the 3rd floor of Arizona State University. The victim was describe as a 24 year old Caucasian female, by the name of Kelly; who works as a programs coordinator for Arizona State University. The victim was working late hours as usual on a Friday night, she was on her office cubical.The body was found laying on the floor in front of her desk chair, the body was facing up with three bullet wounds on her body; the action of the shots were one in right shoulder, right hip, and middle of the stomach. Observations found in the crime scene were the chair was knocked over, the victim was facing up instead of facing down. There were bullet holes in the wallboard as well as the cabinetry and biological stains of the victim. Information gathered about the victim she appeared to be talking to her mother while the incident happen, an d it was not unusual seen her work late at night.Also, there was some information about five suspects that might have been involve in the homicide. Licensee Scale S. Microbiology Professor, at the time of the murder he stated he was looking for money from students so he could buy another pint of beer, and was wearing blue t-shirt and jeans. Daffy Patrick D. Microbiology Lecturer, at the time of the murder he stated he was drinking at Hooters and was hearing a blue button down shirt and black pants.Olson John P. Biology Professor, at the time of the murder he stated he was at an all night Chinese buffet, and was wearing blue flannel shirt and Jeans. Hutchins Jason O. Chemistry Lecturer, at the time of the murder he was teaching Chemistry 101 lab, and was wearing a blue polo shirt and Jeans. Waffle Debra A. Lab Technician, at the time of the crime scene she stated she was preparing for Microbiology 206 lab, and she was wearing blue lab coat and khaki pants.The homicide case is under i nvestigation, once there has been examine the pieces of hair, fabric, and blood samples from the suspects, it will be determine who was the murder of the victim. Methods and Materials The investigation began by first collecting evidence from the crime scene and suspects. This includes fingerprints, hair and fiber samples, along with blood samples. Along with these, a bullet was found at the crime scene, which was added to the list of evidence. Fingerprint Testing To collect the fingerprints from both the suspects and the crime scene, the print lifting technique was used.This method included using a fingerprint wand and powder to dust the fingerprints on the object, and then putting adhesive tape over the latent prints to â€Å"lift† the fingerprints' image. The adhesive and fingerprint were then transferred to a backing card to be examined. To analyze the prints, a magnifying glass was used to determine if the prints pattern was an arch, loop or whorl. The fingerprints examin ed are a type of biological evidence. Fingerprints Suspect Arch Loop Whorl Daffy x HutchinsLicensee Olsen Waffle We then compared these fingerprint patterns with the fingerprint collected at the crime scene, which was a loop. Metallurgy Next, the bullet found at the crime scene was tested using metallurgy. The bullet was a type of physical evidence. To determine what type of metal the bullet was made of, the densities of the three standard metals in the tool kit had to be determined. To measure the metal's mass, an electronic scale was used while a water displacement was used to measure the volume. From these measurements, the density was calculated (D=MN).The mass, volume and density of the metals in the kit were lactated as follows: ; Aluminum o Mass = 8. 27 g Volume = 4 ml = 2. 07 vim Density = MN Copper Mass = 57. 1 g Volume = 7 ml Density = MN = 8. 16 g/ml o Mass = 37. 95 g o Volume = 4 ml o Density = 9. 49 g/ml As stated before, to find the volume for all the measurements, wat er displacement was used. By this, the change in the water level (measured in ml) in the graduated cylinder was measured before and after each metal was added to determine its volume.For the bullet, it was determined that: o Mass = 12. 9 g o Volume = 2 ml o Density = 6. 45 g/ml Because the bullet was silver, it was determined that it was not made of copper and u to the fact that density wasn't similar to aluminum, it is likely that the bullet was made of steel and maybe another metal. Fiber and Hair Testing The next pieces of evidence that were analyzed were hair and fiber. The hair samples are a type of biological evidence while the fibers are a type of physical evidence.For these samples, microscopy was used, which allowed the researchers to examine and identify the fine features of each. The tables below include the collected data. Hair Color Features Brown Short, smooth Blonde Short, split Black Short, wiry Evidence Fiber Texture Blue Woven, denim-like Pink Tight, cylinder-like Tulle Wispy, feather-like Tulle and wispy/feather By comparing the evidence found at the crime scene to the samples collected from the suspect, it narrowed the possible suspects down to Olsen and Waffle since both of their fibers were found at the crime scene.Blood Testing The last task was to examine the blood samples collected from the suspects to the blood found at the crime scene. The blood samples were a type of biological evidence, but chemical reactions were used to determine the blood type. â€Å"Anti-A Serum,† â€Å"Anti-B Serum† and an â€Å"Anti-Re Serum† were used to test what type of blood he samples were and if they had an Re D antigen. Three drops of each suspect's blood, along with the blood collected at the crime scene, were placed into three different wells of a clean blood typing plate.Three drops of each serum were added to the three different wells and then stirred until they either reacted or remained inactive to the serum. A way to tell if the blood reacts to the serum is if it results in agglutination, or clumping. The results are listed in the table below. Suspect Reagent ABA-Re Blood Type Anti-A Serum Anti-B Serum Anti-Re Serum A+ Because some of the blood tests didn't react with the serum, the researchers had to SE the blood type information provided in the suspect's profile and then determine how the blood would have reacted if the tests worked properly.Analysis: Fingerprint Testing: After analyzing the data from the crime scene and the suspect sheets provided some educated assumptions can be made as to the possible perpetrator. The prints found at the scene of the crime had a loop configuration. Considering Licensee has an arch configuration, and Hutchins has a whorl configuration, they were ruled out as potential suspects. The suspects who possessed prints similar to those found at the scene were as follows: Daffy, Olsen, and Waffle.