Social work case study: Young and single mother

Social work bottom case study Young and single motherGeneral stratum of Service User Level OneEriksons St matures of Human developing (Kalat, 2010, p.173) divides a humans behavior into symbolises. all(prenominal)(prenominal) stage pass onlights tellicular proposition tasks which realize to be comp allowed to begin with moving onto the next stage. all(prenominal) stage creates its own physical, companion subject and emotional run afouls. These stages dish to determine where a mortal is in their liveliness, rather than basing it on their age. Rachel Clark is nineteen classs old, and is at the physical stage of a young adult, late teens to proterozoic twenties. However, as she has non yet developed her identity, it is fair to say she is fluent at the stage of an adolescent, early teens. Erikson loaded down(p)(p)ly emphasised the adolescent period, as it is a fundamental stage for a person to develop their identity. The main conflict at this stage is wagerer be intimaten as identity versus constituent confusion. Since moving back to Northern Ireland from Liverpool, Rachel had to move from peerless whizs ho hold to a nonher forwards finally finding a place of her own. This whitethorn confine affected Rachels confidence and incr exc apply her stress. earlier to meeting with Rachel it is grave to confacer where she is now living and who her peers ar. Theories often(prenominal) as Maslows Hierarchy of Needs (Taylor Devine, 1993, p.44) is relevant to Rachels case as it is important to understand if her psychological needs atomic number 18 organism met in order for her to grow. In an attempt to address unmet need, the white plague of interventions, such(prenominal) as assessment is proposed and these requirements are legislated for in the Children Acts across the UK. perspicacity is apply to dispatch achievable informed decisions virtually meeting client needs (Taylor Devine, 1993, p.7) Assessment frameworks such as Underst anding the Needs of Children in Northern Ireland (UNOCINI) are use to non lonesome(prenominal) assess the child that in any case to assess the parents capacity to meet the needs of the child. Additionally, assessment is utilise to support the service depicted object abuser and worker to identify any areas which require maturement and intensify. The UNOCINI framework is excessively in line with legislation such as the Children (NI) Order (1995) and Article 8 of the Human Rights Act (1998) chastise to discover for private and family life (legislation, n.d.), which are as sound as fundamental while on the job(p) with Rachels case. Additionally, the stages of Egans Skillight-emitting diode Helper Model can suffice in providing a basic framework for the befriending process (Egan, 2002, p.25). Each of these stages are a machinate of tasks based al about a fore that assist clients in moving forward to help develop opportunities and erect assistance in managing problem s.Information specific to the service user/s Level 2Rachel Clark is a nineteen year old, who is currently residing in Northern Ireland. She is a single parent to a son named Jamie, two age old. Rachels parents divorced when she was 15. Following this, her mother and twelve year old brother, Mark, moved to Liverpool with Mrs Clarks boyfriend, Gavin. Rachel was unable to settle in Liverpool and readily lost interest in her education. Rachel became pregnant at sixteen and gave shit got to her son, Jamie, at seventeen. Rachels relationship with Jamies father ended before Jamie was born. Rachel returned to Northern Ireland six months ago with Jamie. Following this, Rachel had to move from one friends home to another(prenominal) until she was granted rented accommodation from a local housing association. It has also been mentioned that Rachels grannie lives nearby and provides support for Rachel on a daily basis. on that point has been reason for concern with Rachels note follow ing a call from one of her neighbours, they wish to remain anonymous. It has been state that Rachel is partying all night and sleeping all twenty-four hour period, there is a collection of rubbish within Rachels garden and it has been reported that Jamie has been comprehend crying on occasions. Prior to the initial interview with Rachel, it is important to have a clear overview of objectives and aims prepared. The main aim is to engage with Rachel and some objectives may includeTo find out if there is any truth in the allegations do once against Rachel.If Rachel is acquiring the full financial/emotional support operational to her.What kind of support she receives from her grandmother and to gift if respite may be required to give both Rachel and her grandmother a break from Jamie.As Rachel is a young mother, it is important to suck up indis put downable she is receiving all the help and support that is operational. These include financial support, housing support and any c hild maintenance that is available to her. Although Jamies father is not on the scene, Rachel lead quiet down be able to claim child maintenance. This is perhaps something that could be discussed with Rachel. The financial help available to Rachel is also something that could be discussed, to collide with certain she is receiving all the financial support possible. It is stated that Rachel receives daily support from her grandmother, that it does not state what kind of help or what age her grandmother is. It may also be important to consider if respite may be required for both Rachel and her grandmother, to hold them both to have a break from Jamie at generation. Specific Phase of Work/Tuning in to SUs getings/anticipations of potential SU objectives Level trio.A key skill during the preliminary exam phase of social work is to develop a sense of empathy. It is also essential to develop some initial strategies for responding swayly to indirect linguistic communication or a ctions. This skill is draw as Putting the clients olfactory modalityings into words (Shulman, 2012, p.148). In Rachels case, it is important to consider what it strength be worry to be an adolescent. It is essential to get in touch with possible feelings and anxieties that a client might be feeling. In this case, Rachel may be feeling anxious about what kind of worker or person she is going to be meeting with. It is important to engage with the service user and to establish a rapport to help her feel at ease and to gain her trust. Furtherto a requireanter extent, rough-and-ready preparation highlights your concern for the service user and thus acquits them feel valued. It is important to consider how Rachel might be feeling during the period of clip of prototypical contact with social serve. She may be feeling unwarranted that someone has reported her for neglecting her son, as well as saluteing anxieties about whether or not she allow for have her son taken by from her. It is important to acknowledge how difficult it must be for Rachel to have a social worker talk to her about things that could be a fond subject.Tuning in to own feelings, value and skills Level four.It is important for me, as a social worker, to tune into my own feelings and possible anxieties before informant the first session with Rachel. The reason for this, is because if they are not addressed before hand and accordingly they may arise during the interview session, cause a distraction and may ultimately affect my expertness to help Rachel. To establish a rapport with Rachel, personal values such as respect, ingenuousness and domainion would be beneficial and would help to relax the client when they know you are showing a reliable interest. The values and skills within social work apply to the process of aiding others from a professional perspective. Professional values such as social justice, respect for their rights and professional integrity will also come into effect before and during the interview with Rachel. A chassis of communication skills can be use to engage with Rachel. Talking and sense of hearing skills such as paraphrasing, the use of open questions, clarifying, reflecting and summarising would show evidence of genuine interest. Other skills such as body language will show non-verbal indications of my attitude or feelings towards Rachel, so it is important to have an open posture. Likewise, the talent to respond to non-verbal cues are also important during the interview session. But, to the highest degree importantly, the ability to be empathetic is a fundamental skill which is required to help develop strategies and relate to the service user. The use of non-verbal methods, such as self-perception questionnaires, a problem tree or using a life line, are other communication skills which could be used to help Rachel interact with me. Additionally, Rachel might feel an impact of oppression with stereotyping based on her gende r, age, gender or mental ability to cope. She may feel wish the social services are judging her because she is a young, single mum and therefore, she might feel tense and under pressure. To understand how discrimination and inequalities are surrender in the interaction between service users and social workers, it is useful to consider the lieu in terms of three levels. The personal, cultural and societal level, referred to as Thompsons PCS model (Thompson, 2012, p.33). Thompsons PCS model is important to comprehend as it states how personal beliefs, cultural norms and structural institutions combine to create oppression in society. china The old-fashioned CivilizationChina The quaint CivilizationThere is no modern without an ancient just as there is no present without a past. E really(prenominal)thing we have right away we owe to the bright minds of our ancestors, and their ancestors. Al near either gadget,1 hammer, and device we have nowadays is the result of a persons eff ort to make life a little easier, a persons desire to explore something new, and a persons effort to understand the world around them.Of the ancient civilizations, it seems that the Chinese were the most curious, and most driven to enhance the type of life. They had the most prominent and powerfully impacting concepts not just during their time, scarcely for all time. The Chinese pay offions have three clear divisions. These are re designal, medicinal and technological, and military.The the great unwashed of ancient China make legion(predicate) another(prenominal) business firmificant advancements in the fields of both intuition and medicine, which only continues to show how sophisticated and modernized their way of thinking was back then. A draw play of the medical treatments bland being honorable by doctors today stem from ancient Chinese practices records of such have been instal as early as the Zhou Dynasty (cv0-256 BCE). In Confucius The Book of Rites, there is a re cord that speaks about court medical students and their division of medical teaching into cozy medicine, surgery, nutrition and veterinary practice, evidence that medicine was already very a lot developed during those generation. antiquated China had contributed to numerous branches of medicine including of pharmacology, endocrinology, clinical medicine, common health, acupuncture, and medical education.The very beginning of Chinese medicine is attributed to Shennong, the legendary emperor, who had personally tasted hundreds of plants in order to discover which ones had medicinal values. He was also state to have introduced the technique of acupuncture. During the Han Dynasty, doctors were already using methods such as pulse-reading to view patients for the purpose of diagnosis. Around 2nd snow BCE, the Chinese discovered the anti-malarial properties of a plant called Artemisia (or Qing Hao), which they also used to cure skin diseases (apart from malaria). (1) It is the a ctive substance called artemisinin or qinghaosu contained in the plant that enables it to fight the disease of malaria. It is so effective that even until today, this method of treatment continues to be used. Around 10th century CE, the inoculation or vaccination of smallpox was discovered in the southerly province of Szechuan. It is say that Taoist alchemists, who lived as hermits in the mountain of O-Mei Shan, practiced this technique of inoculation, which later caught the attention of the public when the eldest son of inflorescence Minister Wang Tan died of smallpox. Records of what may be diabetes have also been found in ancient Chinese texts. In the text Huang Di Nei Jing, a syndrome named xiao ke was described in detail. This syndrome was said to arise from eating too much oleaginous and sweet viandss, a description that is very similar to type 2 or insulin-independent diabetes (the most common form of diabetes today). The Chinese kick upstairsd even pip-squeak treatment s like eye drops, make from a plant called the Mahuang and promoted the splendor of proper diets as a way to cure deficiency diseases. They make use of wine and hot water as medicine, and bronze knives and needles as surgical instruments.China has contributed quite a lot to the field of science and technology as well. Amazingly, many of these major scientific inventions, which are still in use today, began during the ancient times. Some of these discoveries were even accidental, which is the case for one of the most significant Chinese inventions in report gunpowder. During the Han Dynasty, alchemists did extensive explore and conducted many experiments in search for the elixir of immortality. In their search, they made use of substances like sulfur and saltpeter, which led them to discover many chemical properties along the way. It was during the Tang Dynasty that they discovered that sulfur and saltpeter, when combined with char sear, caused an explosive effect, which is known today as huoyao or gunpowder. Gunpowder is considered to be one of the four large inventions of China the other three are the compass, melodic theme and printing technique. The compass was invented during the Qin Dynasty and was used by travelers to find their way back home afterward traveling to furthermost lands in search for jade and other great treasures. The compass was called zhi nan zhen, which incriminatet needle pointing south. The first person to use this tool was Zheng He of the Yunnan province, who was ordered by the Emperor to make ocean voyages. some other invention, which was also used for determining oversight, was invented by Huangdi and was called the zhi nan che or vehicle pointing south.Before report came into existence, the Chinese would use bamboo slips, bones and tortoise shells to write on. Because these materials were enormous and heavy, many were discouraged from writing down their thoughts and daily experiences up until 105 CE, when the inventio n of publisher was first reported. The name most attributed to this great invention is Tsai Lun, though it is not certain if he was the real inventor or just the court send official that presented the invention to the emperor. Tsai Lun supposedly took inner verbalize of a mulberry tree along with bamboo fibers, and mixed them with water. He then pounded this mixture with a woody tool, poured it into a piece of woven textile and let the water drain through. The fibers that were left behind on the stuff formed the paper material. The printing technique, which made use of carved wooden blocks, first appeared in early Tang Dynasty but only became greatly used during the outcry Dynasty. This new invention encouraged central and local presidential terms to publish more books. It was Bi Sheng who invented movable type printing during the Song Dynasty.The first machines invented in China include the potters wheel, deep drilling devices, effective animals harnesses, the stirrup, es capements, wheelbarrows and the first computer. In 1st century CE, the Chinese invented the chain pump, which they still use until today. Around 132 CE, Zhang Heng invented the first ever seismograph, which was called the dragon jar. This device would solely register the occurrence of an earthquake using the eight dragonheads arranged around its brim. China is also the pioneer of wind direction devices including weather vanes. As early as 1st century BCE, the Chinese had records of wind seasons. Methods like forensic entomology and fingerprinting were already used in 700 CE as a way of solving murders and identifying nation. Thumbprints were found on corpse seals and on various official documents.The ancient Chinese bulk already had coal as an energy source as early as the Han Dynasty in hand with a coal mining industry. Coal was unearthed in Shan Hai Jing and Fushun in Northeast China. Along with coal unearthed in residential areas, the Shui Jing Zhu or notes on water ways classi c had a narration of one of the coalmines in Ancient China, the Bingjingtai. Coal mining made good progress during the Song Dynasty wherein the government set up a special institution to facilitate coal mining and monopolize it.Now, a reasonable chunk of Chinese inventions were geared towards a particular aspect of life, making it easier and more enjoyable peculiarly with the Chinese being biased towards the liberal arts as inappropriate to science because of the lack of conscious interest the people had towards science. A lot of inventions were pointed towards recreational use as well as making day-by-day functions easier or at least open the way to innovation. These inventions also wound up being adapted by many Western gardenings and are still used or can be connected to their Chinese root. These inventions which we see in our grow in our daily lives often have unknown roots to as where they were invented. They could be as important as the paper money system and hatful pa per, or still as essential but on a lesser scale as restaurant menus and eyedrops.One of the greatest inventions of Ancient China is something we use in our everyday lives, paper. Although paper was ab initio used for wrapping and padding, the use of paper as a writing medium began in the 3rd century. report card had many new ways of being used which was due to the Chinese knack for innovation. 6th century China began using it as toilet paper, something we cant live without in our present day. radical was also used to make tea bags during the Tang dynasty, an age of culture in Chinese history. These tea bags are now a popular worldwide drink. Paper was considered one of the greatest inventions of Ancient China because of the position it had with exchanges between the east and the West. Paper is now seen in every society, culture, and part of the world as a essential medium for anything written or printed.A very important system we use today is the type of currency we use, paper money. Paper money or banknotes first appeared in China because the coins used for currency were sometimes too heavy to carry around specially for the prosperous folk. To address this problem, the coins were left to a trusted person in return for a piece of paper (Some kind of modern I.O.U) and the paper money was called jiaozi. Paper money or banknotes during ancient Chinese times often had a duration which discounted its value after some time until the reign of Kublai Khan during the Yuan dynasty in which he removed the durations and called the banknotes Chao. some other great invention of the Ancient Chinese are often seen in homes and in our daily lives, the use of pottery, porcelain and silk. Chinese pottery dates as far back as 8000 years ago and as compared to all diachronic periods, Chinese pottery was the one that kept improving and surpassing the quality of other civilizations with pottery (2). The production of pottery and porcelain was a whole culture in itself repres enting the Chinese economy, culture, science and technology. Though pottery started unprejudiced with simple shapes and rough features, the Chinese were able to mold it into something complex and beautiful for their culture. Among the most well-known works of pottery of Ancient China are the noteworthy terracotta warriors and horses found in the tombs in Lintong of Shaanxi Province, the tomb of emperor Shihuang of the Qin dynasty. The tomb guardianship the terracotta army had thousands of clay soldiers and horses which had lifelike feautures and shows the skill of the ceramic artisans at that time. This miraculous display of the use of clay also represented the Chinese high value of life, believing that things in the tomb of people would accompany them in their second life, the afterlife. Though this belief started with the actual killing of servants, warriors and horses, the Chinese were able to see the value of life and instead use figurines as a substitute. Pottery advanced i n many time periods during the Ancient Chinese era, from the ceramics during the Tang Dynasty which had three main colors, yellow, green and white up until the Zisha Tao or purple-clay pottery. China is also known as the capital of porcelain, a white, fixed and water-resistant piece of pottery. The use of porcelain boomed during the Song Dynasty with the discovery of a wide variety of designs. Porcelain from the Yuan dynasty was also widely regarded as top quality. Ming and Qing dynasties also had its own admirers as seen in this description, as thin as paper, as bright as mirror, as white as snow, and as smelling(p) as chime stone (2). Silk was also a big part of Chinese culture that was discovered from silkworms eating on their mulberry trees. Silk was unearthed as far back as 4700 years ago in the Zhejiang Province in Eastern China. The use of silk was already popular during the Shang dynasty. Chinese people even included how to prevent silkworm diseases in the Li Ji or the Boo k of Rites. Silk was used to increase the dignity of the noble people as well as to add to the allure of their women. It also became a major export even opening the Silk Road. Silk and ceramics show the Chinese rich economy and culture because of how they were able to develop these arts as well as take them to the world. (3)Tea and drink are two beverages whose roots our society knows little about yet consume on a great scale. The ancient Chinese were the first people to process tea and make it into a beverage. Tea was said to have been discovered by Shennong, a legendary god who was cured by tea leaves from a coma. Tea was valued in ancient China even being offered to ranking officials as tributes and becoming an essential part of their everyday lives. multitude of the Tang dynasty had a saying that people can do without food2for several days but not a single day without tea. Tea was another valuable export of the Chinese people (4). The Chinese were also the first to discover wine. Yi Di was said to be the first to make wine and making wine probably started in the Yangshao period, about 4000 to 5000 years ago. The Chinese came up with many disparate methods of creating yeast for their wines, a sign of their innovation and creativity. A big achievement in Chinese history regarding wine was during the Song Dynasty, when hongqu or red yeast was used (5). Wine is a beverage that was adopted by the West and have been made in their own ways like the in the vineyards of Italy and other countries. A very important spice was also give its first use by the Chinese, salt. It was as early as 2700 B.C.E. that salt was already used for pickling in China, salt trade also helped finance the Great Wall.The Chinese also made important contributions to Astronomy. Emperor Huangdi often observed the stars to make out a calendar as well as appellative metal, wood, fire, water and earth as the five elements. He even mum the concept of leap months and days in the calendar. A lot of astronomers in China were able to observe the stars and was compiled by the astronomer Chen Zhou. With this map, people were able to make the star atlas and catalogue with coordinates for each star. The advanced techniques used by the Chinese astronomers during the Warring States Period prove that they led the world in astronomy and astronomical tools (6).There were also many minor inventions the Chinese had which was adopted by the west and used by society in the present day. They invented the kite initially for war but became a tool for entertainment in the mid Tang Dynasty. Its popularity goes as far as the emperor Huizong actually presiding over a compiling about kites called A Collection of Kites from the Xuanhe Years (7). And their attempt to fit a man inside a kite led to the popular fundamental sport we know today as Hang-gliding. Similar to the kites initial purpose, the hot-air fly also became popular for entertainment during the Yuan dynasty wherein it attract ed a lot of popular viewers. The original creator of the hot-air globeoon was a war tactician named Zhuge Liang (8). Board games such as Mahjong also became popular because of the Chinese inventions, the Domino in particular (Dominoes). They were apparently derived from the cubic dice, which had been popular in Ancient China. The Chinese even helped give us some popular sports the world acknowledges today, specifically Archery, Golf and even football. Archery goes back all the way to the Paleolithic age in Shanxi Province wherein archeologists unearthed finely made arrowheads. China was also the provenience of the worlds number one sport, Football otherwise known as Soccer. Football was initially called cu ju which translates to kick ball in Ancient China. Inscriptions on bones and turtle shells during the Shang Dynasty proves that the sport was born in China. The ball was initially made of leather and hair while the first inflated ball was made during the late Tang Dynasty with th e use of animal bladders. The game was said to have spread to the West because of wars with foreign countries(9). Chui wan or latch on pellet is said to be the origin of the game Tiger timberland dominates, Golf. Other minor inventions were the principle of camera obscura, an early way of communicate images. Mo-Ti, the inventor referred to his camera as locked treasure room.The Chinese made many inventions towards recreational use and enjoying life because of their bias towards the liberal arts. Although they still made great contributions to science, their contributions to culture, the classics, sports, and other activities are common in our world today. It is important that one knows the foundation of these activities and objects one enjoys today so that proper assent may be given to the innovators.Now, creating a civilization like that of the Chinese does not come without consequences and at no cost. They did have to fight many battles both to unify themselves, and defend the mselves from would be conquerors. In order to do this, they couldnt fall behind in terms of military might. To make sure that they always had the upper hand, the Chinese invented many simple, yet effective tools of war. The force inventions of ancient China were the kite, the wheelbarrow, naval mines, land mines, the flamethrower, the early form of leaf mustard greens gas, the fire lance, paper outfit, and the crossbow.The wheelbarrow is speculated to have already been invented by at least the first century BCE. They were primarily used for war in that they were an efficient way to carry around large quantities of supplies, or heavy supplies such as armor, weapons, and ammunition. They were chosen over the larger vehicles because first, they could be operated by a person which was favorable over oxen in battle, and second, because they were more maneuverable around difficult terrain. They had many variations depending on the situation. Some wheelbarrows used single central wheels while others used two wheels. One notable variation of the3wheelbarrow was the add-on of a sail. This innovation allowed the wheelbarrows to travel up to 40 miles per hour. (10)Another invention that seems completely unrelated to war is the kite. The Mozi mentioned kites in 400 BCE. Kites were described as a bird constructed from bamboo and wood. (10) The materials used to produce kites were primarily silk and bamboo. Silk was the most lightweight and most durable material at the disposal of the Chinese, while bamboo was the lightest, and one of the most durable types of wood available. It is speculated that kites were used to signal the soldiers in armies during and outside of battle with instructions. For instance, different colored kites carried different orders for armies.As if the Chinese hadnt already proven that anything could be used in war, they began using paper for armor. Yes, thats right. The Chinese used paper for armor. The paper armor was highly praised for its warm th, comfort, and durability. In fact, in 1625, Mao Yuanyi, a Yellow pillbox Rebel during the Han Dynasty, wrote the best choice for foot soldiers is paper armor, mixed with a variety of silk and cloth. (11)The new weapons invented by the Chinese during these times were the Fire Lance, the Crossbow, the Flamethrower, nautical Mines, Land Mines, and the forerunner to mustard gas. Naval mines were made by move gunpowder in a barrel sealed with putty. They were either measure or made to explode by a hidden ambusher that would twist a cord and activate a Wheelock to create a pioneer and set off the explosion when an enemy ship sailed too close. Landmines functioned in pretty much the same way. Hidden ambushers would wait for enemies before kindling hidden fuses to set off the landmines. They did however, have an automatic way of activation. These machine-controlled land mines used weight drives. When a person steps on the landmine, the weights drop, activate a flame, and set off th e landmine.The fire lance was the antecedent to the gun. It was a bamboo tube that was adopted with either a projectile or poison dart. These tubes were tied on to spears and then ignited to set off the gunpowder and launch the projectile. (11) The crossbow functions much like the crossbows of today. They had a string that was latched onto the stop of a trigger. When the trigger is pulled, the crossbow bolt flies. The Chinese flamethrower used double-action bellows fixed beneath a hot cauldron with a mixture much like Greek-fire to spew fire. (11) It was the first type of flamethrower that could continuously shoot fire. The precursor to mustard gas was a simple mixture of around fifteen pounds of feces, herbs, and poison. When lobbed into a battle, it irritated and blistered skin. It was highly favored since it penetrated armor. (11)4All of these weapons, with the exception of the flamethrower, show which side the Chinese were commonly on in battle. First of all, projectile weap ons such as the Fire Lance and Crossbow are dangerous to use in skirmishes, and when the people shooting them do not have the high underseal because of the incurs of friendly fire. Based on that knowledge, these weapons were most probably used from fortification walls, hills, and early in battle, before the skirmishes begin. Naval mines, land mines, and the early mustard gas were of course used as traps. But when and where are traps set? They are often set to fend off an invasion in ones home territory. This tells us that these were primarily defensive weapons. They were most effective in battles where the Chinese were able to choose where the battles would take place. What does all of this tell us? It tells us that the Chinese defended their land more than conquered. They held off invasions, rebellions, and raids more than gust foreigners.The Chinese opened the door for the golden ages of technology. Their inventions paved the way for great thinkers and great nations alike to c reate things never heard of before and to apprehend new ways of doing things.Its obvious that not all the worlds innovations came from China, but it is galosh to say that many of them were either adapted from ancient Chinese inventions or simply continuations of the inventions themselves. Things like the compass, for example, are Western adaptations of Chinese south pointing chariots. China, with all its riches, land, and manpower, was the perfect place for innovation to flourish.But why did the Chinese invent? It is natural for a person to explore and experiment with his environment, but what the Chinese did was not merely exploration and random wonderment. They wondered with a goal, and they explored with direction.5It can be said that, based on their early inventions, they created because they valued the gift of life highly. They sought not only to exist, but also to live. To merely go throughout life breaking ones back for daily meals did not collecting to them. They created tools such as the wheelbarrow and trip hammer that would help ease the workload of everyday life. They created games such as Cu Ju and Chui Wan that would allow one to enjoy life. They created practices and medicine to sustain life. They created things such as the early seismograph and star maps to understand life and the world around them. They also created weapons, but not with the primary purpose of destroying life, but with the purpose of protecting life and protecting order.However, compared to the Western Civilizations, China churned out massive amounts of innovations. What did China have that allowed it to invent so much so quickly compared to the Western Civilizations? Well, the first instrument would be Chinas immense resources. They had the means to support research and maturation within their population and the means to mass-produce the new inventions. The second factor was that they generally lived in times of peace. While they did have many periods of war, the period s of peace, or at least relative peace allowed the Chinese to focus on improving their society. The third factor is exactly the opposite of the second. War hale them to create new weapons. There is an old saying, In peace culture prospers, in war science flourishes. The fourth factor would be the trade routes. China was exposed to many different cultures. Technology was oftentimes the most valuable commodity traded. While the Chinese inventions were oftentimes not direct descendants or copies of foreign technology, they were most likely influenced by them.There is one factor that does seem to stand out above the rest, and this is need. The Chinese had many needs. They inevitable to meet the demands for food by a evolution population, they needed to understand human ailments to be able to treat people, they needed to find more efficient ways of transporting supplies and more efficient ways of navigating rivers. Need is probably the single greatest driving force that the Chinese ha d. Like it was said in the movie Robots, See a need, fill a need.Although the Chinese did have a general sense of direction with their inventing, there was also the factor of luck. In the creation of gunpowder, for instance, it was by chance that they realized a mix of saltpeter, sulfur, and coal produced an explosive effect. Like pervert Marquez says, Innovation happens when readiness meets serendipity.Our present world cannot be divided into a West and an East but as a joint creation of East and West, of China and other countries. Chinas society has had its ups and downs during its different dynasties. A gruelling foundation was built during the Spring, Autumn and Warring States periods which laid down a foundation for the development of science and technology. The Han and Tang dynasties wherein nations were unified, the Wei and Jin dynasties wherein the country was divided or the Song and Ming dynasties which enjoyed prosperity. All these different dynasties and up and downs in Ancient Chinese history, even the Yuan and Qing dynasty, which had leaders coming from ethnic minorities. All these times contribute to the Chinese success with innovation as compared to the West. And although the Chinese were answerable for a lot of firsts, the West can still be given credit for further advancing these firsts in their own ways.The fact that the Chinese lead the world in technology does not necessarily mean that they were the brightest or best. A lot of factors came into play that allowed the Chinese to invent so many things and advance in technology. In the end, it all comes down to the right circumstances. What probably put the Chinese in the perfect situation is again, serendipity.SourcesDeng, Yinke. Ancient Chinese introductions. Cultural China Series ed. China China world-wide Press, 2005.Call Number In Library General Circulation T27.C5 D4613Kleeman, Terry F., and Tracy Barrett. The Ancient Chinese World. Oxford OxfordUniversity Press, 2005.Call Number in L ibrary General Circulation DS741.5.K55Hochman, Karen. coarseness History. Gourmet Food Magazine Website The Nibble GourmetFood Gifts, medium Food, Mail Order, Online Gift Webzinehttp//www.thenibble.com/reviews/main/salts/history-of-salt.asp (accessed January 12, 2011).Wicken, Jonathan. Ancient Warfare. Fight Game E-Magazine.www.fighttimes.com/ clipping/magazine.asp?article=676 (accessed January 12, 2011).Murphey, Rhoads. A History of Asia. 6th ed. Upper Saddle River, NJ etc PearsonEducation, 2009.Ho, Peng Yoke, and F. Peter Lisowski. A Brief History of Chinese Medicine. 2nd ed.capital of Singapore World Scientific, 1997. pp. 9-25.Call Number in Library R601.H6 1997Wisconsin Paper Council. The Invention of Paper.http//www.wipapercouncil.org/invention.htm (accessed January 10, 2011).Marashi, Reza, Yang, George, and Chan, Anthony. Chinese Inventions. Oracle ThinkQuest. http//library.thinkquest.org/15618/inventor.htm (accessed January 10, 2011).Case study End of flavour CareCase stud y End of Life CareIn describing a situation in which my integrity was challenged I would first like to give some background. This involved a patient I do byd for and I will anonymize the situation for privacy concerns he will be referred to as Patient A. The patient was a middle aged male who had been diagnosed with cancer. He initially duskd therapy due to personal beliefs that he and his married woman had about election medicine. A year later, with progression of his cancer, he agree to chemotherapy but by then his cancer was very advanced. He initially came under my sympathize with at the end stage of his cancer, and when I admitted him I did not expect he would survive to discharge. His wife was of the opinion that he had declined because he agreed to chemotherapy and expected him to improve now that chemotherapy had been stopped. During his admission he improved and was discharged. At discharge I went over his dispose with him and his wife, and discussed his expected cont inued decline in detail.About one month after this I again admitted Patient A. He was in very bad shape and had not eaten much for about a month. He needed to be admitted to the intense Care Unit. He was lethargic, with a waxing and waning mental status. I was worried that he would not be able to swallow correctly and would likely aspirate (with attendant complications including pneumonia) if fed, so I held off on feeding him till his mental status improved, sustaining him in the interim with endovenous nutrition/fluids. I also stopped some medical specialtys he had been on prior to admission including synthroid, a medication for thyroid dysfunction. I initially discussed Patients As condition with him (when he was more awake) and he decided he did not want to be resuscitated if his heart stopped. When his wife was available I sat down with her and we had a long discussion concerning his condition and his prognosis. She was very personable but was convinced that his prognosis was better than I was making out. She was also very concerned about Patient A not eating and not getting his thyroid medications. I explained the principle for my not wanting him to eat yet and explained that thyroid medication could exacerbate a complication he had at that time. Despite our conversation she was still convinced that his prognosis was pretty good. I ended the conversation by asking her to think on things and promising to discuss further with her at a later time. However, when I did see her later she accused me of not taking adequate administer of her husband. She felt up I was giving up on him and leaving him to starve. She also felt he would be doing better with his thyroid medication. She requested that a different physician be put in charge of her husband.Taking care of patients at the end stage of life can be difficult. It is especially so when the patients are comparatively young. The surviving family members also often have survivors guilt, with a propensity t o feel they could have done more. In this case Patient As wife believed there was a lot more that could be done that could change the outcome.I felt her accusation was a challenge to my integrity and was very taken aback, especially as I thought we had come to an arrangement when last we spoke. She was essentially accusing me of not only inadequate care but of harming my patient. I gave Patient As primary care physician a call to discuss how she had been interacting with Patient A and his wife. I then sat down again with Patient As wife and we had another long discussion at the end of which I agreed to let Patient A try to eat. I agreed to this understanding that he could aspirate. In view of his expected imminent demise I felt if he could get some comfort from eating, it would be worthwhile. However I did not agree to recommence Patient As thyroid medication which would at that point have hastened his demise.I believe I was at fault in not adequately addressing her concerns initia lly. She was seeing individual trees and not the forest. But I was also taking a coldly clinical approach. While I was clinically right, a deeper view should have shown me that at that point his comfort and his wifes satisfaction that he had received appropriate care should have been paramount.

Types Of Communication Essay

Types Of conference EssayCommunication of all conviction has a specific purpose. Communication is contextual so, the objective of communicating varies in either accustomed situation. This requires adjustation to the situation in terms of shipway of expression, means and methods of transmission system of knowledge. Effective talk not only transfers in frameation alone to a fault transfers understanding of the message. In the present globalised world when we beget across real opposite and virtual communion situations, it becomes even more(prenominal) important to express and transmit the message effectively across geographical, lingual and heathen boundaries. An understanding of the types of intercourse helps us to analyze the complexity of communion in various contexts.We whitethorn broadly categorize talk check to the type of context in which it takes place. The deuce categories arInterpersonal CommunicationMass CommunicationINTERPERSONAL chat The dialogue th at occurs amid deuce or more citizenry as unique man-to-mans, where they understand severally another(prenominal) on the basis of their uniqueness in behavior is termed as interpersonal confabulation. Effective interpersonal conference depends on various interpersonal skills including listening, asserting, influencing, persuading, empathizing, negotiating and compassion. Important aspects of communion between individuals include body language and other forms of nonverbal communication. Interpersonal communication git be dyadic or small group communication. The word Dyad refers to a unit constituting 2 parts, so when communication takes between just two people it is called dyadic communication. In our everyday life we are a part of a small group as a member of family, a educate unit or a team at playplace. Though individuals, we are a member of a group in a given context participating and coordinating actively to achieve a mutual goal. This communication is cognise as small group communication.The characteristics of interpersonal communicationInterpersonal communication is inevitable We are in constant communication with individuals around us not only finished and with address but also by our body language (facial expression, gestures, etcetera), paralanguage (tone, pitch, silence, etc.). We communicate in spite of our attempt not to communicate.Interpersonal communication is irrevocable A Russian proverb says, Once a word goes out of your mouth, you bunghole never swallow it again. One squeeze outnot take back the oral communication at at one season uttered, the impact stays.Interpersonal communication is intricate Interpersonal communication is perplex in the sense that it involves psychological context- personality, behaviour, needs, desires, values social context- an interaction in an annual general meeting will be very clean-cut from a press release on the companys annual turnover heathenish context- if you come from a culture where it is considered discourteous to make considerable, direct centre contact, you will out of courtesy evade eye contact. If the other individual comes from a culture where long, direct eye contact indicates credibility then, the cultural differences lead to misunderstanding.Interpersonal communication is interdependent Communication between two different and unique individuals is unceasingly linked and interdependent as the writ of execution of one member of the team decides the performance fate of the entire team. people COMMUNICATION Mass communication occurs when a homogeneous message from a person or a group is transmitted to a grown anonymous as swell as heterogeneous reference through a special medium. Mass communication is very valuable when advert a brand or a product for sales forwarding through electronic or print medium.Communication, interpersonal or fate communication, both will become non-existent in the absence of forms of communication. The various for ms of communication are as follows literal communicationNonverbal communicationVerbal communication When exchange of thoughts, ideas, feelings and emotions takes place through words- spoken or write, the communication is known as verbal communication. Communication through spoken words is known as vocal communication whereas communication through write words is known as create verbally communication. Thus verbal communication takes two formsOral communication pen communicationORAL COMMUNICATIONDefinition and MeaningTransmission of thoughts and ideas through spoken words is known as literal communication. Oral communication constitutes 65-75% of an executives time at the work place. A manager spends approximately 90% of his working hours in oral communication in various formal and informal situations. Meetings, interviews, group discussions, speech, presentations, instructions, etc. are a few examples of formal oral communication situations. word of mouth is an example of inf ormal oral communication. Oral communication also occurs through specific medium such as a face-to-face interaction through video conferencing, videophone or telephone. The way we communicate orally speaks lot about our personality, attitude, and emotional quotient. So, besides words nonverbal communication plays a vital role effective oral communication. Infact, nonverbal communication complements and completes oral communication.Merits of oral communicationOral communication is swift and speedy. It is faster than create verbally communication as messages can be transmitted as well as received simultaneously.Oral communication generates immediate feedback. Direct face-to-face discussion on queries, doubts enhances the efficacy of communication.Oral communication is economical when compared to indite communication. It saves the expenses on stationary and administrative formalities.Oral communication provides opportunities to amend and adapt according to the needs and situation. R eading non verbal clues of the audience during oral communication promotes better understanding. A speaker can ever so reframe the words and remake the tone, pitch for greater clarity of the receiver. Oral communication serves better in negotiations, arriving at a consensus and resolving conflicts.Oral communication is the most detach means to healthy interpersonal relations and healthy working environment.Demerits of oral communication want of evidence is a major drawback of oral communication. The hardship of the message cannot be legally challenged.Oral communication cannot be hold for long for future reference.Oral communication is not fitted for long messages such as reports, proposals.Human memory is transitory, so its difficult to detain and remember long messages.Oral communication is not a suitable for communicating across geographical boundaries. Communication through telephones or video-conferencing or even traveling long distances is not cost effective.External t one or disturbance in telephone or interference of any kind can reduce the clarity and understanding of the message communicated orally. own(prenominal) prejudices, biases, attitudinal problems can hamper proper understanding while communicating orally.Lack of concentration, inattentiveness and anxiety on the part of the receiver can also adversely affect in understanding the message.Senders personality, content and delivery can reduce or enhance the effectiveness of the message.It is difficult to hold people responsible and accountable for the messages communicated orally. One can easily deny and quash oral information.WRITTEN COMMUNICATIONDefinition and MeaningAll the words I use in my stories can be found in the dictionary its just a matter of arranging them into the right sentences.- more or lessrset MaughamWhen transmission of information takes place in writing/ write words, the communication is referred to as written communication. write communication is not merely a chock up of words or sentences. Words and sentences matter only when the receiver receives, decodes and understands the pith as intended by the vector. Written communication is all pervasive-it pervades the duration and breadth of an organization in the form of rules, regulations, instructions, notices, letters, reports, etc. Written communication is an indispensable part of planning, execution, collaboration, coordination in an organization. It also defines the structure, hierarchy, roles and responsibilities in the organization. Written communication also ensures greater clarity, accuracy, validity, reliability, accountability and long life of the information. Written communication can be formal as well as informal.Examples of written communication in a formal situationIssuing orders, directives, notices and circularsImplementing decisions manage appointments, transferMaking and implementing policy decisions, rules and regulationsDirecting letters, memorandumMerits of written commun icationA piece of written communication can be kept as record for future reference for longer period of time.Written communication is legally valid evidence and so can be challenged before law.Written communication evacuates ambiguity and maintains uniformity of decisions, policies and procedures.One can always refer back to a written piece of information. So it can be retained for a longer period of time and has a long-lasting impact.Written communication is suitable for long, complicated messages.In todays globalised world where we have virtual teams and virtual managers working across cultural boundaries written communication is more accurate as it avoids misunderstanding arising overdue to different accent, tone, pitch and other nonverbal elements.One can always be held responsible for the information conveyed in writing for errors, omissions and the consequent misunderstanding.A written message carries more credibility than oral message as it can be produced in situations of dispute.Written communication facilitates decision make as the past records provide requisite information and necessary guidance.Demerits of Written CommunicationWritten communication is time consuming as the sender needs to plan, organize and transmit the message through proper channel. Some times excessive paper work and the message traveling through various nodes in a communication network leads to the delaying of the message. This delay may also give rise to red-tapism.Written communication does not can immediate feedback.It is difficult to make changes, corrections and improvisations in the message once transmitted. If there arises a need to change the message, the process is again time consuming.Written communication is not cost effective. Planning, drafting and circulating of a message in large organizations require proper set up and appropriate infrastructural facilities that add to the expenditure.Writing is an art as well a skill it is inherent and can also be acquired. Lack of clarity, incoherent organization, excessive jargons, and ambiguous language leads to misinterpretation, which in turn hampers the achievement of the in demand(p) objective.Effective written communicationClarity, completeness and persuasiveness are the keys to successful written communication. Composing and conveying the ideas to intended audience is a craft. Following are some measures that enhance the effectiveness of written communicationAdapt to the audience One needs to adapt communication to the needs and expectations of the target audience. interview analysis reduces the chances of misunderstanding.Adopt YOU Attitude i.e the communication should be audience centered. deputise I, me, mine, our, us by you, your. (examples)Use bias free language avoid jargons, sms lingo and the internet language. while communicating to global audience on net take account of the cultural and linguistic differences and follow nettiquetes.While communicating unpleasant news always emphas ize on the overconfident aspects of the situation. (examples)Make appropriate use of functional and content words.(examples)Difference between Oral and Written CommunicationThe above differences between oral and written communication do not establish the superiority of one form of communication over the other. A good communicator always makes an attempt to conduct the right form of communication to suit the need, objective, and situation.NON VERBAL COMMUNICATIONWhen transmission of ideas, thoughts, feelings, emotions takes place without words, the communication is termed as nonverbal communication. We do not always communicate through words- a smile on the face, broadening of eyes, a frown, sitting posture with legs overlapped, body cross etc. speak volumes about an individuals state of mind, attitude, intentions and emotional status. Non verbal communication finds its roots in culture, so it vast and varied in different communities and cultures across the globe. The exhibit down the stairs suggests the impact and extent of nonverbal communication and advocates greater

Patients With and Without Varicocele: Biochemical Markers

Patients With and Without Varicocele Biochemical MarkersDifferences in Biochemical Markers and Body Mass Index Between Patients With and Without VaricoceleBackground Varicocele is characterized by abnormal tortuosity and distension of the venous blood vessels of the pampiniform plexus within the sperm cellous stack and is one of the causes of male infertility. This guinea pig aimed to gauge the differences in bio- chemical markers and corpse mass index (BMI) mingled with patients with and without varicocele.Methods Between January 2004 and June 2009, 102 patients with varicocele (Group A) were evaluated. Ninety-five period-matched male patients who did non draw varicocele were selected as projects (Group B). Varicocele was diagnosed by physical examination and substantiate by Doppler ultrasonography. The range of ages was among 18 and 50 grades doddering. BMI, testosterone, blood serum basic phosphatase, calcium, lactic dehydrogenase, inorganic phosphate, -glutamine transpeptidase, uric acid, albumin, iron, cholesterol, triglyceride, alanine transaminase, and aspartate aminotrans- ferase levels were measured for all the subjects.Results The ungenerous age was 35.4 years in separate A and 36.5 years in group B. Of the 102 patients in group A, 20 were variant 1 varicocele, 55 were grade 2 and 27 were grade 3. The BMI (mean SD) of patients with varicocele (22.8 3.2) was importantly write down than that of patients without varicocele (24.9 4.1). Patients with varicocele had signifi bevelly trim serum levels of cholesterol than patients without varicocele (176.5 31.1 vs. 187.7 42.1 mg/dL). There were no significant differences for the former(a) biochemical markers between the groups. Patients with grade 3 varicocele had a clinical depressioner BMI than patients with grades 1 and 2 varicocele, but this was not significant. No significant differences were found for the another(prenominal)(a) biochemical markers among the patients with g rade 1, 2 or 3 varicocele.Conclusion Patients with varicocele had significantly start out serum levels of cholesterol than those without varicocele. In addition, the prevalence of varicocele was high in patients with a lower BMI. Our findings suggest that patients with a greater BMI may have advantages in relieving the nutcracker phenomenon, which causes significant varicoceles. J Chin Med Assoc 201073(4)194198Key Words biochemical markers, be mass index, testosterone, varicoceleIntroductionVaricocele is characterized by abnormal tortuosity and dilatation of the veins of the pampiniform plexus within the spermatic cord and is one of the causes of male infertility. The prevalence of varicocele is approxi- mately 1520% in the general population and 3040% in infertile men.1 Furtherto a greater extent, approximately 6981%of men with substitute(prenominal) infertility have varicocele.2,3Levinger et al proposed that varicocele prevalence is increased all over cadence and the ri sk of incidence is approx- imately 10% for each decade of life.4 The definite eti- ology of varicocele is unflustered unknown. Kumanov et al suggested that weight and body mass index (BMI) have a protective role, and height, penile length and penile circumference were negative factors in the*Correspondence to Dr William J. Huang, Division of Urology, Depar tment of Surger y, Taipei VeteransGeneral Hospital, 201, Section 2, Shih-Pai Road, Taipei 112, Taiwan, R.O.C. netmail emailprotected - Received October 16, 2009 - Accepted Januar y 21, 2010194J Chin Med Assoc April 2010 Vol 73 No 4 2010 Elsevier Taiwan LLC and the Chinese Medical Association. tho rights reserved.development of varicocele in 6,200 boys aged 019 years.5 Delaney et al demonstrated that patients with varicocele are significantly taller and heavier than age- matched controls.6 Nielsen et al reported that varico- celes are less likely to be diagnosed among pear-shaped men.7The role of testosterone in the pathophys iology of varicocele is not established and testosterone might induce peacefulness of the humankind internal spermatic vein.8 Sheriff showed that there was increased choles- terol and glyceride in the testes of patients with bilateral varicocele compared with those in controls.9 Odabas et al suggested that the levels of lactic dehydrogenase (LDH) were higher in the spermatic vein than those in the off-base vein.10Other than findings on age, BMI and testosterone levels, there is expressage information about the correla- tion between biochemical markers and varicocele. Therefore, we conducted this prospective study to evaluate differences between patients with and with- out varicocele with regard to BMI, testosterone levels and serum biochemical markers including hemoglo- bin, alcalescent phosphatase (Alk-p), calcium, LDH, inor- ganic phosphate, -glutamine transpeptidase, uric acid, albumin, iron, cholesterol (Cho), triglyceride (TG), alanine aminotransferase, and aspartate aminot rans- ferase levels. We also wished to determine possible risk factors in the pathogenesis of varicocele.MethodsPatientsFrom January 2004 to June 2009, 102 patients with varicocele (Group A) were include for evaluation for this study. Ninety-five male patients who did not have varicocele were selected as controls (Group B). All of the 197 patients were normal, healthy young to middle-aged males. They were from the outpatient Department of Urology or had accepted a regular physi- cal check-up at the hospital. Varicocele was diagnosed by physical examination and confirmed by Doppler ultra- sonography. Varicocele grades were defined as grade 1, palpable only with the Valsalva transfer grade 2, palpable without the Valsalva maneuver and grade 3, visible from a distance.11 Patients with subclinical vari- cocele were excluded from the study. The range of ages was between 18 and 50 years old. BMI, and testos- terone, Alk-p, calcium, LDH, inorganic phosphate, glu- tamine transpeptidase, uric acid, albumin, iron, Cho, TG, alanine aminotransferase, aspartate aminotrans- ferase and hemoglobin levels were measured in all of the patients (normal ranges BMI testosterone, 241827 ng/dL Alk-p, one C280 U/L calcium, 8.110.7 mg/dL LDH, 95213 U/L inor- ganic phosphate, 2.14.7 mg/dL glutamine transpepti- dase, 860 U/L uric acid, 2.57.2 mg/dL albumin, 3.75.3 g/dL iron, 35200 g/dL Cho, 125240 mg/dL TG, 20200 mg/dL alanine aminotransferase, 040U/L aspartate aminotransferase, 545 U/L hemo- globin, 1216 g/dL). Patients with poor control of diabetes mellitus, hypertension or other systemic dis- ease or BMI 40 were excluded from the study.Patients were examined in a warm room while standing up and the scrotum was inspected and pal- pated. All the patients received Doppler ultrasonogra- phy of the scrotum. All the patients signed informed consent, and the study was O.K. by the Institu- tional Review Board of Taipei City Hospital.Statistical abstractThe Mann-Whitney U test and Krusk al-Wallis test were used for statistical analytic thinking, with p ResultsThe mean age was 35.4 years in group A and 36.5 years old in group B. Data for age, BMI, testosterone levels and biochemical markers for patients in both groups, and divergent grades of varicocele are shown in Tables 1 and 2. There were no significant differences in age between the patients of groups A and B and among the patients with diametrical grades of varicocele (grades 1, 2 and 3). Of the 102 patients in group A,19.6% were grade 1, 53.9% were grade 2 and 26.5% were grade 3. The BMI of patients with varicocele was significantly lower (p = 0.03) than that in patients without varicocele (Table 1). Patients with varicocele had lower serum levels of Cho, TG and testosterone and higher serum levels of LDH and Alk-p than patients without varicocele, but only Cho was significantly dif- ferent (p = 0.03, Table 1). There were no significant differences in the other biochemical markers between the patients of g roups A and B (Table 1).Patients with grade 3 varicocele had a lower BMI than patients with grades 1 and 2 varicocele, but this was not significantly varied (Table 2). Patients with grade 3 varicocele had lower serum levels of Cho and testosterone and higher serum levels of LDH and Alk-p than patients with low grade varicocele (grades 1 and2), but this was not significant. There were no signifi- cant differences in any of the other biochemical markers among the patients with grades 1, 2, and 3 varicocele (Table 2).Table 1. Age, serum biochemical markers, testosterone and BMI in groups A and B*A (n = 102) B (n = 95) p*Data presented as mean standard deviation statistical abridgment by Mann-Whitney U test. A = group A, with varicocele B = group B, without varicocele Alk-p = alkaline phosphatase LDH = lactic dehydrogenase IP = inorganic phosphate g-GT = g-glutamine transpeptidase superlative = alanine aminotransferase AST = aspartate aminotransferase BMI = body mass index.Table 2. Age, serum biochemical markers, testosterone and BMI according to different grades of varicocele*Grade 1 (n = 20) Grade 2 (n = 55) Grade 3 (n = 27) p*Data presented as mean standard deviation statistical analysis by Kruskal-Wallis test. Alk-p = alkaline phosphatase LDH = lactic dehydrogenase IP = inorganic phosphate g-GT = g-glutamine transpeptidase ALT = alanine aminotransferase AST = aspartate aminotransferase BMI = body mass index.DiscussionTsao et al showed that the prevalence and severity of varicoceles is inversely correlated with obesity, which indicates that obesity may result in a decreased nut- cracker yield.12 Handel et al reported that the preva- lence of varicocele decreases with increasing BMI,and the intellect for this is that increased adipose tissue decreases compression of the left renal vein and pre- vents detection due to adipose tissue in the spermatic cord.13 In the present study, patients with varicocele had a lower BMI than normal age-matched controls, but patients with grade 3 varicocele did not have a sig- nificantly lower BMI than patients with lower-gradevaricocele. The different etiology between our study and that of Tsao et al may be because patients in the previous study were young males serving in the army, which was different from our patients, but the etiol- ogy needs tho evaluation.We found that obese or overweight (BMI 25) patients might have higher serum levels of Cho and TG than normal subjects (BMI Kumanov et al demonstrated that gynecomastia is negatively correlated with BMI.15 abject serum follicle- stimulating hormone and high testosterone are good emblem factors for varicocelectomy.16 Ishikawa and Fujisawa showed that the vasodilatory effect of testosterone is decreased in high grade varicocele and they suggested that serum necessitous testosterone will be in- creased after varicocele repair.17 Ghosh and York have reported that testosterone levels are lower and Alk-p levels are higher in the testis of varicoce le-created rats.18In our study, patients with varicocele had lower serum levels of testosterone and higher serum levels of Alk-p than patients without varicocele. In addition, patients with grade 3 varicocele had lower serum levels of testosterone and higher serum levels of Alk-p than patients with low grade varicocele. Both parameters did not crap statistical significance, and the reason might be due to a whacking standard deviation for testo- sterone and Alk-p levels. Therefore, the role of testo- sterone and Alk-p in patients with varicocele needs kick upstairs evaluation however, we did not measure folli- cle-stimulating hormone in this study. Our previous study showed that more free radicals might be gener- ated in varicocele veins than in the corresponding peripheral veins in patients with varicocele, because8-hydroxy-2 -deoxyguanosine levels of leukocyte DNA in spermatic veins are higher than in the correspond- ing peripheral veins in these patients.19 Yesilli et al showed that LDH and malondialdehyde levels are greater in the sperm of infertile men with varicocele,but the levels of LDH and malondialdehyde does not decrease after varicocelectomy.20 In the present study, serum levels of LDH were higher in patients with varic- ocele than in patients without varicocele. Further- more, higher serum levels of LDH were found in patients with high-grade varicocele than in patients with lower-grade varicocele. Neither of these findings was statistically significant. Therefore, the effect of LDH in patients with varicocele needs further evaluation.Our findings suggest that an increase in body generative might be associated with relieving the nutcracker phe- nomenon of the superior mesenteric arteria to the left renal vein. However, this study had some limitations. First, we did not compare the veer in severity of varicocele in the same individual as BMI changed over time. Second, we did not use other imaging studies, such as computed imagination or magnet ic resonance imaging, to demonstrate the relationship between vis- ceral fat and the region of the superior mesenteric artery, left renal vein and aorta. Third, the representative numbers were small from an epidemiological view, because all of the subjects needed to have selective information for biochemical mark- ers, which restricted the patient numbers. Therefore, we need to include more cases in future studies.In conclusion, patients with varicocele might have significantly lower serum levels of cholesterol than patients without varicocele. In addition, our findings support the hypothesis that patients with a greater BMI may have advantages in relieving the nutcracker phe- nomenon causing significant varicoceles, but further studies are required to clarify this issue.References1. Jarrow JP. Effects of varicocele on male infertility. bombinate ReprodUpdate 200175964.2. Witt MA, Lipshultz LI. Varicocele a progressive or passive lesion?Urology 1993425413.3. Gorelick JI, Goldstei n M. Loss of fertility in men with varicocele.Fertil Steril 1993596136.4. Levinger U, Gornish M, Gat Y, Bachar GN. Is varicocele preva- lence increasing with age? Andrologia 2007397780.5. Kumanov P, Robeva RN, Tomova A. Adolescent varicocelewho is at risk? Pediatrics 2008121537.6. Delaney DP, Carr MC, Kolon TF, Snyder HM, Zderic SA. The physical characteristics of young males with varicocele. BJU Int2004946246.7. Nielsen ME, Zderic S, Freedland SJ, Jarrow JP. sagacity on patho- genesis of varicocele relationship of varicocele and body mass index. Urology 2006683926.8. Irkilata HC, Yildiz O, Yildirim I, Seyrek M, Basal S, Dayanc M, Ulku C. The vasodilator effect of testosterone on the human internal spermatic vein and its relation to varicocele grade. J Urol 20081807726.9. Sheriff DS. The lipid composition of human testis in patients with bilateral varicocele as cause of infertility. Andrologia 198214cl3.10. Odabas O, Yilmaz Y, Atilla MK, Tarakcioglu M, Aydin S. Can LDH activity in spermatic vein indicate testicular damage? A preliminary report. Int Urol Nephrol 199830599601.11. Dubin L, Amelar RD. Varicocelectomy 986 cases in a twelve- year study. Urology 1977104469.12. Tsao CW, Hsu CY, Chou YC, Wu ST, Sun GH, Yu DS, Fan PL, et al. The relationship between varicoceles and obesity in a young adult population. Int J Androl 20093238590.13. Handel LN, Shetty R, Sigman M. The relationship between varicoceles and obesity. J Urol 2006176213840.14. Sultan Sheriff D. Further studies on testicular lipids and glyco- gen in human patients with unilateral varicocele. Andrologia1984164425.15. Kumanov P, Deepinder F, Robeva R, Tomova A, Li J, Agarwal A. Relationship of insubstantial gynecomastia with varicocele and somatometric parameters a cross-sectional study in 6200 healthy boys. J Adolesc health 20074112631.16. Kondo Y, Ishikawa T, Yamaguchi K, Fujisawa M. Predictors of improved seminal characteristics by varicocele repair. Andrologia200941203.17. Ishikawa T, Fujisa wa M. Varicocele ligation on free testosterone levels in infertile men with varicocele. Arch Androl 2004504438.18. Ghosh PK, York JP. Changes in testicular testosterone and acid and alkaline phosphatase activity in testis and adjunct sex organs after induction of varicocele in Noble rats. J Surg Res 1994562716.19. Chen SS, Huang WJ, Chang LS, Wei YH. 8-Hydroxy-2 deoxyguanosine in leukocyte DNA of spermatic vein as a bio- marker of oxidative stress in patients with varicocele. J Urol2004172141821.20. Yesilli C, Mungan G, Seckiner I, Akduman B, Acikgoz S, Altan K, Mungan A. Effect of varicocelectomy on sperm creatine kinase, HspA2 chaperone protein, LDH, LDH-X, and lipid peroxidation product levels in infertile men with varicocele. Urology 2005666105.

The sustainable tourism

The sustainable touristryExecutive summaryIn new years, sustainable touristry has been very common and popular in the touristry industry. This report go away be looking at and focusing on the followingSustainable tourism what is abouthow to develop tourism in the card district subject commonalty, Castletonhow to promote sustainable tourism in the f inflicting district theme park, Castletonnumber people who visit the peak district national park, Castletontransport in the peak district national park, Castletonrecomm kiboshation oddmentSustain mogul in the peak district national park, Castleton enteringThe orient of this report is to explain how to develop sustainability in the tiptop regularise National Park, Castleton (PDP). The report will consider mainly and focus on the societal part in peak district national park, Castleton, and changes that stinker be made. First of tout ensemble, the report will tell the reader round brief history of Peak regularize national pa rk, Castleton (PDP) and thence nail down the term sustainable tourism and tourism development. Then secondly, the author will introduce the requirement that can be done to develop sustainable tourism in Castleton and how to promote sustainable tourism in the Peak District National Park in Castleton, the literature will then recommend development that can be done in Castleton and conclusion will be drawn. Castleton is an outstandingly pretty village situated at the head of the lovely Vale of Hope, in the heart of the Derbyshire Peak District National Park. Castleton is surrounded on 3 sides by steep hills and the flop bulk of Mam Tor looms high, 2 miles to the north west of the village. On a hill, overlooking Castleton is the ancient Peveril Castle Sustainable tourism can be outlined as Sustainable tourism is simply sustainable development happen upond finished tourism. Sustainable development is economical development that sorbs a long-term view. It balances the benefits of economic development against environmental and social costs (greentourism.org.uk, 2010).Sustainable spudment in CastletonSustainable tourism meanly focuses on the environment, social and environment values. However, to achieve sustainable development in the peak district national park Castleton, (PDP) the company has to involve in the partnership. tally to Sinclair (2003404) define as sustainable development is expected to meet the needs of the present without compromising the ability of future generation to meet their own needs. Sustainability is mainly focused so that development is positive for the topical anesthetic people, the visitors and tourism companies. To promote tourism in Peak District National Park, Castleton they have to have more(prenominal) events, activities and exhibitions by doing that it will attract more visitors as it used to do. For example the smorgasbord festival and the Oak apple day which runs every year attracts visitors to Castleton. Castleton has to body-build more caf bars for the local people and visitors themselves.These festivals attract more visitors to Castleton and it helps remedy the economy impact and too makes the attraction very popular. In 2001, the state in Castleton was around 1,200(visit Castleton.com, 2010). Because visitors visit different or several set so Castleton needs to bring more activities so that the destination can be sustainable. However, the communities do non have to destroy the wild action in the area with hiking and walking in the area. In the other hand, the residential area has monitor and measure the sustainable tourism in the area.According to the moth miller and Ward (2005177) stated that since 1993, the WTO has organized sustainable tourism monitoring take flight projects in different parts of the world where WTO consultants have worked together with national and local tourism management to develop indicators for particular sites.Attraction in CastletonCastleton has local attra ction, for example the Peveril, Castleton castle and more. The Castleton castle do not attracts more visitors because it needs more improvement and development for it to attract more tourist and visitors. Peak district national park, Castleton (pdp). Castleton is a place where it suite all kind of needs and people, for example,EducationOld peopleWalkersPeople who compliments to stay overnightHikersTransport in CastletonCastleton lies at the western end of the Hope Valley in the Peak District National Park, mid-way amongst Manchester and Sheffield. Transport in Castleton is reliable.Hope line station is 3km from the centre of Castleton is served by the Manchester Sheffield railway line with count trains to both cities, plus connections to the rest of the railway system.Source from Castleton.Improvement in CastletonThe local people and visitors in the communities has to take care with the by not distorting the wild life in the area. According to Shaw and Williams (2004182) elici ted that to sustain tourism the following can be look atTo run with involvement and consent of local communities, which of course links without delay with the ideas of communities participationBe in position to share profit somewhat with the local communityInvolve communities than individuals.Promoting tourism in CastletonAccording to Waugh (2002) say that national park must also foster the economic and social well being of the local communities. They are also required to quest for a policy of sustainable development by which they must aim to improve the quality of peoples lives without destroying the environment (framework 16, p499). To promote tourism in Castleton the community has to contribute in the activities that has been brought and are taking place. By doing so it also creates jobs for the local people in the town or city. The promotion has to be also enjoyed the qualities by the local communities and the visitors. The local people have participated in tourism developme nts.According to Ottinger et al (2005) suggested that to promote tourism in a certain areas the following has to be doneIt enhances International Corporation, foreign direct investment and partnerships with both private and public sectors, at all levels.Develop programs, including education and training program that encourage people to participate in eco- tourism to enable indigenous and local communities to develop and benefit from eco- tourism and enhance stakeholders cooperation in tourism development.Number people who visit the peak district national park, CastletonThere are many people or visitors who visit the peak district national park, Castleton, every year.Conclusion passThe application of the literature suggests that the local community has to contribute to sustain tourism in peak district national peak, Castleton (pdp).The application of literature suggest that the local people has to keep the environment clean so that it does not harm the wild lifeThe application of the literature suggest that the local people and the visitors has to use public transport or walk to lower the air pollutionThe application of the literature suggests that visitors have to have to swear their pets or animal when they visit the peak district national park, Castleton. compose listOttinger. L., R, Robinson, .A.N., and Tafur. V. (2005) Compendium of sustainable energy laws (1st ed)(p,245) Cambridge pressWaugh, .D (2002) Geography an coordinated approach (3rd ed) (p, 592) nelson thorns.Miller, G. and Ward, .T.L. (2005) Monitoring for a sustainable tourism transition. The challenger of create and using indicators.(1st ed) (p, 177).Cabi publishingShaw, G. and William, .M.A (2004) Tourism and tourism space (1st ed) (p, 182)Published SagaSinclair, .D. and Jayawardenahttp//www.emeraldinsight.com/ shrewdness/viewPDF.jsp?contentType=ArticleFilename=html/Output/Published/EmeraldFullTextArticle/Pdf/0410150706.pdfworld wide hospitality and tourism trend viewpoint the development of sustainable tourism in the GuianasWhat is sustainable tourism?http//www.greentourism.org.uk/what-is-sustainable-tourism.htmlNumber of visitors to the Castletonhttp//www.peakdistrict-education.gov.uk/fact%20sheets/fz7cas2.htmimages from Castletonhttp//www.visitcastleton.co.uk/history.phphistory of Castleton peak districthttp//www.derbyshireuk.net/castleton.htmlaces on the 23th march 2010.

An Over View Of Brand And Brand Image Marketing Essay

An Over View Of marker And antitheticiate compass Marketing Es regularizeCHAPTER 2 METHODOLOGY2.1 native ResearchPrimary research data is collected betokenly, detached observation, evaluate of phenomena in the material life, without any exoteric interference (W solelyiman cc1). There ar whatsoever main(a) research methods, much(prenominal) as questionnaire, inter slang, observations, etc. For the research project train the suitable methodology is really(prenominal) necessary and effective.In this project im activate use the i of the primary research method questionnaireQuestionnaire is very direct way to get feedback from responderWhen descriptor the questionnaire fill consider each the questions be link up the crestic, and on the whole the effects comparablewise need to analysis, raillery and so on.In this project exit find 60 female students to answer the questions, their whiles are from 18-25 years old. only of them are from Hollings Campus of MM U.The researcher should make current the questionnaire easily to answer, give the responder a comfortable and free environs to answer the questions and do non make questions verbose and complicated. Thus the researcher ignore get the maximum feedback. When create the questionnaire need consider all the questions are related the topic, and all the answers also need to analysis, discussion and so on.During the research in that respect volition gull most limitations, because the chip and the age of the respondents are non roomy enough, so the consequences only sens invent a group of consumers thought.2.2 Company accent2.2.1 HMHM was naturalized in Vsters, Sweden in 1947 by Erling Persson. Now wee-wee 1,700 stores round the world. The first HM store in the United Kingdom was open up in 1976. 2006 United Kingdom passed Sweden as HMs back largest commercialize. Through the record at that place are 146 stores in UK. It has great steady expansion and ontogeny this ye ar, too (HM website).The inscribe shows the top 5 largest shareholders as per 31 inch 2008NameNumber of shares% of total shares% of voting rightsStefan Persson med familj304 872 400*36,8469,30Lottie Tham med familj44 040 2005,322,59Alecta Pensionsfrskring27 735 0003,351,63Swedbank Robur fonder24 406 7522,951,43JP Morgan Chase Bank21 843 0192,641,28Figure 2.2.1 (a) self-will structure Source HM websiteThe reason choose HM is it is an world(prenominal) fully grown friendship and come into the UK merchandise, also has successful business in British market, during this project you will find how the HM ope account their snitch in the UK market, and get consumers responds bopn the spellbinding grammatical constituents of HM.2.2.2 LevisFrom its website (Levis website) toilet experience LSCo. is one of the worlds largest grunge-name habiliments marketers with sales in much than 100 countries. It is America community, at that place is no otherwise company with a comparable global front end in jeans and casual pants markets. It is a different type of company with HM, its main products are denim. Because the respondents of this project is small female students, so need compare with the valuable toll retailer and get the feedback kn receive how hot of the denim grime and find out what the contract direction if Levis unavoidableness attract the young female students.2.2.3 whole Saints altogether Saints is a young counterfeit chain, has nearly 110 stores in the UK (All Saints Website). Kait Bolongaro and Stuart Trevor, who founded All Saints in 1994 and change the chain to entrepreneur Kevin Stanford at the end of 2005, wealthy person struck a deal with Religions majority owner Darren Collins to roll out retail stores under both fascias, one called Bolongaro Trevor and the other called Religion (Tate 2007).All Saints is offend owned by investment firm Baugur. Baugur has a stake of or so 35% (brown 2009).Different with supra two discolorati ons, All Saints is a UK local reproach, and do not has that much stores in overseas market the likes of the HM and Levis. From research questions will get how the market status in young female students, and how to build a noticeable punctuate ken and develop the oversea market like above two.These trey grimes background and target consumers are different, barely underside use them to compare what bewitch in this focus group consumer and then give the suggestions to distri exactlyively of them how to develop their brand externalise or gain more than say-so consumers.CHAPTER 3 PRESENTATION OF RESULTS3.1 Logo RecognitionThrough the research results, the data demonstrate all the 60 respondents git recognize the HM and Levis logos but on that point are 5 respondents tramp not recognize the All Saints logo.Figure 3.1 (a) Logo Recognition Status Source Questionnaire3.2 leveraging moorageLook at Figure 3.2(a) you green goddess take in the data of how galore(postnomin al) tribe develop bought these trio brands. In research the 60 people, at that place are 59 people provoke bought HM products and only 1 has not bought before. In the All Saints division, 37 people said they have not bought any All Saints products, rest of 23 respondents have bought before, the quad amongst Yes and No are smaller. Go to look the Levis part, the gap between Yes and No are smaller than All saints, the 26 respondents have not sully any Levis products, 34 of them have bought before.Figure 3.2(a) Rate of Purchase Situation Source Questionnaire3. 3 Most Important fixingsThe undermentioned table and pie charts are showing the occupancy of each factor. You rout out see it more vivid.The results of nigh primal factor for each brandBrandFactorHMAll SaintsLevisPrice23268Quality11823Style251615Brand11014Figure 3.3(a) The number of results of cheat oftnessSource QuestionnaireFigure 3.3 (b) HM The component of each factor occupancySource QuestionnaireFigure 3.3 (c) All Saints The percentage of each factor occupancySource QuestionnaireFigure 3.3 (d) Levis The percentage of each factor occupancySource Questionnaire3.4 Shopping FrequencyThe avocation pie charts show the frequency of respondents shop in these stores. Each of them has different locating and these charts give commentator clear data.The results of obtain frequencyHMAll SaintsLevisOnce a week400Once a calendar calendar month422023Several clocks a month1347Not often075Never02925Figure 3.4 (a) The results of shopping frequencySource QuestionnaireThe percentage of the shopping frequency of each brandFigure 3.4 (b) HM Source QuestionnaireFigure 3.4 (c) All Saints Source QuestionnaireFigure 3.4 (d) Levis Source Questionnaire3.5 Average ExpenditureResults of how much of the respondents spent on sightly worth brandHMpercentageAll SaintspercentageLevispercentage0 304371.7%813.3%813.3%30 601728.3%001525%60 90001728.3%1728.3%above 9000915%00Never taint102643.3%2033.3%Total respondent s606060Figure 3.5(a) Results of average expenditure Source QuestionnaireCHAPTER 4 interchangeFrom last chapter all the research results are presented, in this part will discussion the results and develop the project.4.1 Logo RecognitionFrom 3.1 you hatful know the rate of brand recognition of these three retailers. The first question in questionnaire reflects the consumers film to a brand. This kind of impression can be considered as brand sureness. Brand sense reflects the how some(prenominal) clients remember a brand (Glossary 2007).Nowa twenty-four hourss, consumers have their own way to judge a brand such as consumers can distinguish the brand with a particular product fellowship because the brand awareness reflects the saliency of a brand and how convenient it brings to consumers (Chernatong McDonald 1998). Brand awareness reflects the brands presence in consumers memory (Hague and capital of Mississippi, 1994 Aaker, 2002), and it is the amount of the consumers or pote ntial consumers who have cognition of a brand. Thus, companies will find how many consumers can recognise their brand instinctively and how it differentiation with other competing brands (Crainer 1995).From the results you can know the HM and Levis have very successful brand awareness in peoples mind. This indicated their marketing conferences are effectively (Glossary 2007). They invariably give the people strong impression.In order to consolidate their market status, they have revolutionary challenge continual.For example, HM launch a new flagship on capital of the United Kingdoms Regent highroad in March. This action join ons their brand awareness and makes the gain more customers (Brown 2008).The awareness of All Saints are slightly weak than another two brands. So the All Saints need create the strong marketing campaign, or communication to support its brand awareness. Drapers online (2009) reported All Saints has opening several new stores last year, and ramped up inter national expansion with openings in Paris in October and Antwerp in November.4.2 Purchase SituationThe barter for attitude square ups the whole income of the company. Income of a company can be divided visible and invisible. The visible income could say sales income, and invisible could say brand blondness. Because brand equity is the commercial-grade and financial tax of the brand to the organisation which owns and utilises it Crainer 1995 Aaker, 2002.Riezebos (2003) and Aaker(2002) defined brand equity is the strategic and commission advantage, it is can be the funda psychological of competitive advantage, also it is a kind of asset and long- term benefit. Brand equity can understanding from multi steads and they concluded that brand equity build on by differential features and give added profit to the companys balance sheet.In 3.2 has presented that the consumer obtains these three brands are dissimilar. Certainly also can said the popularity of these three brands are di fferent. HM is the more or less popular store of these three, nearly 98% respondents expressed they have shopping experiences in here this is a popular consumption brand.HM is aimed at everyone with an interest in air it supplies extensive range of products, from change state to accessories, at same time keeps new items come into the stores every day (HM website).The research results show, All Saints and Levis are not as widespread purchased as HM. Most of these respondents know these two brands, but not mean they for authorized have bought their products. More than half ( 62% have not) of the respondents have not buy any All Saints products before, only 38% respondents have bought their products. Of pass you may say that they have more join on space.To make sure the brand equity growth, the brand gives to convince them that it is relevant to consumers needs can gain more attraction and hold consumers. (Chernatong McDonald 1998). standardised recently, All Saints has some a dvantaged actions to attract more consumers. It has relaunched its online store with new take tory and better navigation, it gives customer a fresh appearance and simpler operating system.Stephen Ritchie, boss executive of Drivebusiness, the etail development firm that handled the relaunch, saidAll Saints the website has grown phenomenally since we launched it in 2005 and its dollar volume continues to grow and exceed all expectations. All Saints online store is one of its top performing stores and we continue work with the team on improvements such as the recent enhancements to its distribution centre which has increased output by 250 %( Brown 2009).Levis received better results than All Saints, 57% of them have Levis products. It is more astray purchased by this group of people. Their products have more attraction than All Saints. Like the All Saints, Levis also has positivistic action.From the Drapersonline Denim brand Levis has changed the licensee for its underwear and in timate apparel collection as part of a repositioning scheme. The move is mean to reinvigorate the collection ( Drapersonline 2009).This action gives more opportunity to potential and lively consumers to buy their products. This report said this is a part of repositioning strategy it means they will have more and effective activities in the afterlife and the consumers purchasing volume will increase.4. 3 Most Important FactorDifferent retailer gives different impression to the customers. The research results give us direct information more or less the consumers ideas. At the same time reflects the consumers buy conduct.Consumer behaviour is the study of the process when individuals or groups choose, buy, use of products, services, ideas or related experiences to satisfy their needs and wishes (Hawkins, surmount and Coney 2004). Usually, when consumers purchasing clothing, they have their own way to judge the store, product, legal injury and so on. In 3.3, the display these th ree different type retailer give the different impression to consumers. From HM part, in that respect are 45% respondents thought the style are most most-valuable factor of this retailer. HM supply a broad and wide range product the collections are created with broad design ideas and satisfy many different tastes of requirements. Their designing group always take the world as inspiration styles are following the fashion trends. They try their best to create a good balance between fashion, quality and the best damage (HM website). Thus, other 38.3% respondents said the damage of HM is acceptable. About the quality there are 15% respondents express they are interested in this and only 1.7% respondents think about the brand of HM. It reflects the fashion consumers have their judgements.Many apparel closes are rationally consider ones evaluative measure and choosing a viable alternative. Like Solomon (2004) said if the object reaches consumers interest, they evaluate it and then m ight purchase. From other point view, this also reflects what the brand image in consumers mind.Brand image includes the target markets interpretation of the products attributes, benefits, usage situations, users, and manufacturer features. In a market brand image reflects schematic memory of a brand (Hawkins, Best and Coney 2004) and consumers perception of a brands characteristics (Hague and Jackson, 1994 Chernatony and McDonald 1998). So from 3.3(b) it demonstrated style and price are main points to attract HM consumers.Look at the All Saints part, 43.3% of respondents considered the most important factor of this retailer is price. Compare with other two retailers the price of All Saints are exalteder it is why the consumer think this is important factor of it.Following the price the style are another important section, there are 26.7% respondents are interested in this. 16.7% respondents considered brand, 13.3% considered quality. In the Levis part there are 38.3% respondents t hought the quality is the first important section, the second gear important section is the style, in this section 25% respondents. About the brand and price respectively are 23.3% and 13.3%.To this group consumer, when asked about the HM, the style is most considered factor they thought style is All Saints brand image is its price is high and, and they thought Levis has good quality products. Brand image like a receiver Jean-Nol 1997, the image will be influenced by the performance of the promotions, literature and the message, thus a positive image will accelerate the development for an organisation (Hague and Jackson, 1994).Sproles and Kendall explained (1986, p.268 cited by Wang. C.L Siu. N. Y. M Hui. A. S. Y 2004), a consumers decision- do style is a mental orientation characterizing a consumers approach to making choices. There are some main decision styles (Sproles and Kendall 1986, cited by Wang. C.L Siu. N. Y. M Hui. A. S. Y 2004)Quality consciousBrand conscious demeanor consciousPrice consciousThese eight styles explain the most basic mental features of a consumers decision making, and have directly relationship with consumer choice behaviour. When consumers acquire clothing, often take time to evaluate alternatives of brand, style, design, colour, price and country-of-origin. These choice behaviours are particularly display consumers interest, such as brand conscious, fashion conscious, price conscious and hedonistic orientation (Wang. C.L Siu. N. Y. M Hui. A. S. Y, 2004). From the analysis the feedback of these three retailers, they have their own advantages to attractive the consumer. of course there are some disadvantages influence their development, e.g the higher(prenominal) price of All Saints impede most of consumer buy it.Fashion consumer decision making sometimes is a slightly different with the conventionalism consumer decision. Look this figure it compares what is the different. Firstly, the fashion consumer would like pay attention a bout the fashion object not like the traditional consumers, they are sometimes only focus on the function of the cloth. Secondly, the fashion consumers have their view of the product, the traditional consumers always get the information other source, they do not have particular requirement of the fashion, and just sourcing the cloth in the foreshorten field or shop in customary shop. Fourth, it shows the fashion decision consumers judge the product in different way, fashion decision always try to evaluate product and not the brand performance. In the fifth step, the traditional decision is last step, but fashion decision has one more step than traditional. You can see the figure, consumers not taste the purchase immediately, they think about the products satisfy their demand or not, and then reflects they enjoy it.Figure 4.3 (a) Stages in Fashion and Traditional Decision Making( Solomon and Rabolt, 2004p. 353)Fashion purchase is a strategic decision for the organization and inf luence the products assortment unattached to consumers (Hines and Bruce, 2007).4.4 Shopping FrequencyThe research results display most (70%) of the respondents shop in HM once a month and another 21.7% go to HM stores several times a month. Normally, the fashion buying cycle is not very long, sometimes the period of buying new goods are every six weeks( Kline and Wagner, 1994 cited by Hines and Bruce 2007). When companies have intent on fast fashion, this can happen more quickly, even on every week (Buckley,2006 cited by Hines and Bruce 2007). Everyday HM has new item arrive in stores( HM website).The role of fashion buyer can divide by 18 and 25 different actions, including reviewing market knowledge and analysing old sales records to know different levels of demand for different products (Fiorito, 1990 cited by Hines and Bruce 2007). Otherwise, the fashion buyer will analyse and consider other conditions, such as economic situation trade, business and industry journals. In this w ay the buyer can buy the best products at the lowest price (Hines and Bruce 2007).The respondents go to All saints and Levis stores time are not as many as go to HM. From the feedback you can know most (48.3%) of the respondents never shop in All Saints stores and there are 41.7% respondents have never shop in Levis. It demonstrate these 60 respondents are not their main target consumers or their products characters are not attractive these respondents enough. Compared with these consumers never shop in these two stores, other major part respondents are shop in these stores once a month, such as 33.3% respondents shop in All Saints stores once a month, and 38.3% respondents shop in Levis stores once a month. This demonstrate these group of consumers still have interested in these two retailers, but some factors debase their purchase such as higher price level or heady style, etc.These two brands can do some marketing research, and following the results can slightly change some pre vious operational technique, and attractive more potential consumers such as make the never part join the not often part, and reduce rate of the not often part, hike up them purchase more than before.4.5 Average expenditureFrom the 3.5(a), in the HM section 71.7% of the respondents indicated the 0 30 is a very popular price area, they always spent this amount in HM stores.This express the consumers can use this amount money bought their satisfy products in HM. Opposite this, the 43.3% respondents never spent money in All Saints stores. Like mentioned in 3.5(b) the All Saints price level all most from 60, it is a little high for the students. So except never buy part, the6090 is second popular part (28.3%), only smaller part (15%) of the respondents spent above 90, and rest of 13.3% spent 0 30, no body spent 30 60. Although like this, their sales were 46.9 million for the year to February 3 2008 All Saints chief executive Stephen Craig saidsales had been consistently well above cal culate throughout 2008 Christmas trade was also strong, above budget and ahead of market rivals, according to the company.They do not like other high route rivals All Saints did not give discount in its shopsCraig said that different some of its high street rivals, All Saints did not discount in its shops pre-Christmas, in this way, maintain margin and consolidate brand positioning (Brown 2009).The Levis situation is similar with All Saints, from the research results known, the figure is better than All Saints, there are 33.3% respondents never spent money in Levis stores, but all the respondents known this brand. In 60 90 area Levis has the same result ( 28.3%) with All Saints, this is the acceptable price area. Following this figure the close area is 30 60, 25% of them spent this amount. 13.3% spent 0 30, non of them spent above 90. In the Appendix part there are some products prices with photographs of these three brands,In 4.3 has talked about the brand image gives to this foc us group. Each of these brands gives the different images to consumers. Feldwick (2003) said improving brand image can help to increase sales gain the extra income, other author like Hague and Jackson (1994) mentioned a) a positive image will get more margins and reduce the competitive pressure and easier to sell with lower prices, b) More competitive, a strong brand will be like a barrier to competitors products. indeed to increase their average expenditure, have a strong brand image is essential. With the strong brand image, their whole sales volume can be increased.CHAPTER 5 CONCLUSIONIn this section will conclude the wider perspective on the findings of the investigation and also provides suggestions for the further research on the subject. Nowadays, brands can not be avoided today, it already infiltrate into peoples daily life.The primary research, which was presented and discussion in Chapter 3 and 4, those information showed that the performance of the retailers in the market , reflects their status. The status of brand logo recognition can reflects the brand awareness of a company, If a company has a wide brand awareness, it means have big amount of consumers can recognize its public logo. At the meanwhile the products of this company can satisfy general consumers demands it is also can have higher brand awareness. So when the question is ask about the brand logo recognize, it can be described the brand awareness level, the answers demonstrated the awareness level of company. Other theory which related with brand awareness and brand logo is brand equity it has talked about in 4.2. From 3.4 you know there are some respondents have not buy any products in the All Saints and Levis stores, so increase the brand equity may encourage more purchase actions. The brand equity can increase (or reduce) the value of the organizations products or services. The value of the organization achieved not only from sales income but also from the brand equity, increase the brand equity is a positive method to attract more consumers interests and attentions to the products and then have the opportunity increase the sale. Following these two contents, in 4.3 the brand image and consumers buying behaviours are talked in this section. Consumers have different impression to these three brands they rely on the characters of and estimate their brand image. in this section has also discussed about the fashion buying behaviour because these four answers of 4.3 reflects the what the main requires of the consumers, so when the a fashion retailer want gain the biggest value they need known their consumers demands and build a strong brand image.The duration of the fashion trend is very short, so the fashion buying cycle is also not very long, in 4.4 has discussed the shopping frequency of the consumers and through the results most of HM consumers can follow the fashion trend, and purchase its products more frequent. Finally, the average spent when consumers shoppi ng these stores, can display how popular of this brand, if the consumers like the products they would like to spend more money, of course in this section has some suggestions of how to make the consumers spend more in future.5.1 Further research recommendationsThe research comprehended only a limited sample of consumers, and focused upon three brands, so the results only can reflect a group of consumers thought. I suggest someone else looks into in more wide details about the brand and do some wider research, not only focus on female, also can be another occupation.CHAPTER 6 REFERENCEAaker, D. A. (2002) Building strong brands New York capital of the United Kingdom Free.Aaker, D. A (2002) Brand leadership New York London Free.Crainer, S.(1995) The real role of brands making brands work for competitive advantage London Pitman.Chernatony, D.L. and McDonald, M. (1998) Creating powerful brands in consumer, service and industrial markets second ed.. Oxford Butterworth-Heinemann.Easey , M (2002) Fashion marketing 2nd ed. Oxford Blackwell Science.Feldwick. P (2003) Brand communications in Brand and BrandingHawkins, D. I., Best, R. J., and Coney, K. A. (2004) Consumer behaviour building marketing strategy 9th ed. Boston, Mass. McGraw-Hill.Hague, P. and Jackson, P. (1994) The power of industrial brands an effective route to competitive advantage . London McGraw-Hill.Jean-Nol, K. (1997) Strategic brand management creating and sustaining brand equity long term 2nd ed. London Kogan Page.Riezebos, R. (2003) Brand management a theoretical and practical approach Harlow Financial Times learner Hall.Solomon, M. R.and Rabolt, N. J. (2004) Consumer behavior in fashion Upper Saddle River, N.J. London apprentice Hall.Walliman, N. (2001) Your research project a step-by-step guide for the first-time researcher London SAGE.Wang. C.L Siu. N. Y. M Hui. A. S. Y (2004) Consumer decision-making styles on domestic and imported brand clothing. Eurropean ledger of Marketing , online, Vol.38, Iss. 1/2, pp.239-2526.1 INTERNET SOURCEhttp//www.allsaints.co.uk/brand/http//www.hm.com/gb/abouthm__abouthm.nhtmlhttp//www.levistrauss.com/Company/Pam Tate 2007http//www.drapersonline.com/ word of honor/all-saints-founders-sign-religion-deal/765531.articleJessica Price Brown 2009http//www.drapersonline.com/ intelligence operation/multiples/all-saints-sales-buck-downturn/5000200.articleGlossary (2007) All About Branding, online, available at http//www.allaboutbranding.com/index.lasso?page=11,54,0. Accessed 10th December 2008Jessica Price Brown 2008http//www.drapersonline.com/news/hm-unveils-its-design-for-dominance/903574.article 10 March,Jessica Price Brown 2009http//www.drapersonline.com/news/all-saints-brightens-sector-gloom/1967495.articleDrapersonline 2009http//www.drapersonline.com/news/other-sectors/lingerie/new-underwear-licensee-at-levis/5000720.articleAppendices