Role of Penelope in Homers Odyssey Essays -- Homer Odyssey Essays

The Role of Penelope in Homer's Odyssey The character of Penelope in Homer's Odyssey has filled in as a model of womanliness appropriate. Her physical characteristics, while attractive by even the most requesting norms, are hidden. Her scholarly properties are hidden as well. She appears to be as a general rule to wear a cover of tears (for her man) or a shroud of quiet (for her own desires), or idiocy (in her dealings with her child). She is positively no Helen. She isn't displaying or prostitute ish. She isn't uninterested with the necessities of others, nor impudent about conjugal bonds, nor the dependability of her heart. She doesn't get everyone's attention, as Helen does over and over when she upstages her better half (who, coincidentally, might be a bumbler within the sight of his significant other) in her endeavors to control the circumstances where she gets herself. Penelope is no Helen. Penelope is the model of gentility appropriate in each western misanthrope's fantasy. Be that as it may, this original is just dream. Penelope's cover shouldn't be comprehended as an indication of her nonappearance, or her ineptitude, or her model womanliness. In the event that it were, how might we clarify that Penelope can achieve against extraordinary chances remaining wedded to Odysseus, anticipating his arrival, reigning over his realm in his nonappearance, at the same time ensuring the prosperity of her child? One could contend that Penelope was not answerable for the result of these occasions, but instead just the beneficiary of the powers of the universe that existed in her life. If so, specifically that Penelope never went about as a specialist in the forming of her own fate, at that point for what reason does Homer at any point trouble revealing to us anything about Penelope as he informs us concerning Odysseus? To this I would concur, countering just on the grounds... ... the specialty of reflexive way of talking acts just without much forethought, or neglects to act by any stretch of the imagination. While Penelope surely has snapshots of each of the three (motivation, disappointment, and intentional activity), her drive and disappointment just serve to expand (not Subjugate) the feeling of her opportunity and force in her conscious minutes. Also, a long way from dehumanizing Penelope, (giving her away a role as missing/feeble/female), the wide scope of her scholarly and passionate reactions makes her a more human character than the steady and unsurprising Odysseus. The reason for this paper isn't to reveal Penelope, stripping her of her cloak, leaving her presented and helpless against the virus gaze of investigation. Or maybe, it is to develop a creative mind that can view the hidden Penelope and regard what is secured so alluringly: her reflexivity, her way of talking, and the guile of her ladylike thought.

The Trial in To Kill a Mockingbird Essay Example

The Trial in To Kill a Mockingbird Essay Example The Trial in To Kill a Mockingbird Essay The Trial in To Kill a Mockingbird Essay Paper Topic: To Kill a Mockingbird Exhausting, slow and silly are what numerous individuals think about the initial 15 parts in the novel ‘To Kill A Mocking Bird’. All things considered, I have news for you, without the principal half of the novel we would not have been presented and indicated all the little insights concerning Maycomb and the individuals in it. The epic presents all the various subjects required so as to carry on into the second 50% of the novel. We investigate key topics including race, assurance, sympathy, resistance, regard, compassion and correspondence. Which are all carried on all through key occasions in the remainder of the novel. Section 3 investigates the subjects of resilience, regard, and empathy.Which are on the whole imperative to the remainder of the novel. In this part Scout learns significant exercises about enduring and regarding individuals and their ways, regardless of how unique or the amount you can't help contradicting them.This is appeared in the statement, ‘He ain’t organization, Cal, he’s only a Cunningham - ‘ ‘Hush your mouth. Don’t matter who they are.’† Here Scout discovers that is doesnt matter who an individual is, you ought to consistently regard them, she discloses to Calpurnia that Walter is only a Cunningham, making him not organization, however Calpurnia reveals to Scout that is doesnt matter what his identity is, he is still organization. This is significant as this is then carried on into the remainder of the novel, as it changes Scouts see on others and changes her perspective. She additionally figures out how to have sympathy f or others and not judge individuals. As appeared in the statement â€Å"You never truly comprehend an individual until you see things from his perspective until you move into his skin and stroll around in it† This model is a key exercise in the book. This exercise is placing yourself in somebody else’s shoes, it instructs Scout to look past the surface and truly comprehend who the individual is and what they truly are before making a decision about them. This exercise is significant as it again changes Scouts view and thinking, which hence impacts the course of e

Business Plan For A Business

An elegantly composed field-tested strategy is prescribed to start any new business or new pursuit creation. The reason for a field-tested strategy is to depict the business in detail for an assortment of purposes. The arrangement can provide guidance and add vision to the organization, for example, development and arket changes. A decent marketable strategy can pull in new financial specialists and potential accomplices or representatives. It can likewise help deal with the organization all in all. â€Å"A field-tested strategy passes on the authoritative structure of your business, including titles†¦ A field-tested strategy is a composed record or an explanation that expresses the objectives of the organizations and the advancement of how the objectives will be practiced. Plan of exercises incorporates the why, what and when inquiries to concoct a strong arrangement that will transform into a business (Salman, 2008). Plan of exercises fills the accompanying need: (1) it acts an order, plan of exercises helps in recognizing how far you need to take the business and you accomplishment toward the end, (2) field-tested strategy gives†¦ .Examining a business that you are intriguing in opening By examining a business that you are considering opening encourages you in various manners (1) it will tell you the best way to lessen your over totally cost, how to more readily support your clients, It gives you how it works and how you can make upgrades. It calls attention to hazard that you may experience. It shows the information, yield and exercises in the organization. It causes you to concentrate on activity process, the executives procedure, wear 't disregard the S.W.O.T tools†¦ Your business is novel. It requires a strategy that is custom-made to accomplish your organization 's objectives. It involves choosing the ideal mix of publicizing, advertising, and advertising channels to satisfactorily advance your merchandise or administrations. What's more, it calls for methodologies for evaluating, financing, and extension that are interestingly intended for its needs. So why obtain a vendor account that isn't explicit to your business? Today 's dealer administrations suppliers can outfit you with hardware, software†¦ All together for a business to be effective, that business must have a plainly characterized plan of action and plan. Despite the kind of business, the reason for a plan of action is to give an away from of knowledge of an organization’s objectives, crucial, procedure and system of how the business will capacity to achieve those objectives. As a part determined exchange affiliation, our center is committed to conveying the estimation of network drug stores as the substance of neighborhood medicinal services. This†¦ Strategy: Strategy is much the same as a composed record of business future. This archive for the most part extends business objectives, issues may confront your business and plans to explain them and diagrams the highway an organization means to take to develop incomes (Berry, n.d.). For the most part a strategy will incorporate segments, for example, portrayals of the organization, item or administration, advertise, estimates, supervisory crew, and monetary examination and containing an anticipated benefit and misfortune articulation (MCKEEVER†¦ Business people hoping to fire up a business need imaginative thoughts that convert into circumstance. Sustained by a dream of an item or administration, business people hope to alter an industry by fulfilling neglected purchaser requests in the market. Having an inventive item is the thing that controls a business thought forward. Through cautious statistical surveying and industry investigation, a strong and all around structured marketable strategy is expected to characterize what your item is and how it will be gainful. The way to generating†¦ have a marketable strategy, regardless of how little or how enormous. Maintaining a business is exceptionally hard and requires a ton of subtleties and having thoughts, kind of an unfinished copy. A field-tested strategy fills in as a guide and pulls in capital through credits and speculations. You will can't be sure whether your business will succeed or not however having a dream of what your business will be gives a decent possibility. The initial phase in a marketable strategy is having the option to compose a business depiction for your field-tested strategy. Your business description†¦ another business requires a ton of arranging, settling on indispensable budgetary choices and leading various legitimate exercises. The interest of an individual time might be a lot more noteworthy than foreseen. With cautious arranging, an individual would have the option to work through a portion of those difficulties they will be confronted with. In beginning a business, there are various advances/stages one must experience. A portion of those means incorporates (1) Business plan, (2) Choosing a business area, (3) Financing your business (4) Registering†¦ you have a showcasing and field-tested strategy. I accept no business can or will prevail without a Mission, Objective, Budget, and Marketing Plan. I have observer a few organizations from an assortment of individuals fall flat or not succeed in light of the fact that they neglect to build up a Marketing and Business Plan. Without the correct groundwork for any business or any item they will confront higher odds of coming up short on its maximum capacity. Moreover, there are such huge numbers of other contributing variables to a business not being effective which†¦

Benefits and disadvantages of branding

Advantages and impediments of marking In this article, I will present what is marking? For what reason does marking? also, examine both the bit of leeway and burden of marking. Moreover, I will utilize a few guides to help my basic perspective. Initial segment, it presents about what is brand, marking is a thing consolidate with our customary life, and how to remember it. Second part, it explains a few guides to help the examination of the upside of marking. The points of interest can be investigated from both organization side and client side. Third part, it will discussing the weakness, so I utilizing some reference to help inconvenience. A definition for a brand has been appeared in the Journal of Marketing Management by Professor Peter Doyle of Warwick University: A name, image, plan, or some mix which distinguishes the result of a specific association as having a generous, separated favorable position (OMally,1991,p. 107). Additionally, organization use marking as a device to draw in the clients purchasing their merchandise, likewise doing some advancing worth, making some marking picture, or append buyers way of life (Rooney, 1995). Then again, client use marking as a favorable position to get the advantages from the brands. As Ronny (1995) said that marking is a procedure to manufacture an economical, differential favorable position by playing on the idea of people. Brand offer help to client through publicizing, advancement, and some e-media. In this manner, associations utilize these devices as a media to draw in shoppers doing some monetary and business dynamic in the exchange showcase. Favorable position: Both marking and no marking have different sides impact, the basic issue is the means by which it has been finished. For instance, marking could enable the brand to advance their image pictures in the exchange showcase, likewise could procure some brand unwaveringness and expanding some brand esteem. Then again, no brand could has lower creation cost, lower promoting cost, and lower legitimate expense than marking. After the association entering the exchange showcase, utilizing the marking to speak with their client, they could get advantage from marking. For example, trustworthy brand name, conceivable brand unwaveringness, brand esteem, most extreme promoting proficiency, and even decrease of publicizing costs (Onkvisit and Shaw, 2001). Marking name is a thing, a device which organizations use in the exchange showcase. They concede that brand name may not set up or separate the association yet it would be a key point in their prosperity or disappointment (Ronny, 1995). Regularly, the association utilize their image name as a feature of their item in any event, selling point, for instance: Coke Cola, they utilize their image name as the selling point, deals their items. Coke Cola is an acclaimed brand the world over, besides, in Chinese the Cola means could be fun, so that in Chinese culture the brand name plays a route in the exchange advertise. It is simple for overall population to think Microsoft, Apple, Asus and Acer as instances of well known brand. In reality, in showcasing, brand has more extensive implications as opposed to simply a name of an item. In the other hand, the least complex guide to says is that a chocolate is a sort of food initially, in any case, if an organization gives chocolate a name as Godiva, it turns into a marking name, accordingly, the brand esteems comes show up, as well. Also, as indicated by Millward Brown Optimor website(2010) measurement, that innovation enterprises brand esteem top 5 are Google($114260million), IBM($86383million), Apple($83153million), Microsoft($76344million), and HP($39717million), additionally, their image esteem has changed about 14%(Google), 30%(IBM), 32%(Apple), 0%(Microsoft), and 48%(HP). Initially, those names comprise of customary letter set letters. Be that as it may, because of the marking movement where the proprietors put extraordinary asset, those names, in itself, get great qualities For the most part, marking isn't just an item that selling from business to clients , in any case, at the highest point of exchange advertise, brand could be an item that selling and buying between business to business. Ordinarily, little organizations may merger other brand worth and resource. The most renowned model is that Lenovo combined IBMs PC division, after the merger, Lenovo has gotten the third top of pc makers. Likewise their image esteem has expanded a great deal. Another case in this point is Cisco. Cisco web organization in twentieth century, through the procurement more than many time, their items made by a straightforward switch expanded their product offering from basic switch to 25 sorts of system gear. Every item has been positioned first or second in quite a while industry. Brand reliability is one of the preferred position, as well. Typically, we use return client rates as away to test brand reliability. For instance, as per Ishii (2008) said that we could followed a clients bought records, on the off chance that we would found that they had gotten a few items from same organization multiple occasions, at that point we could think this is a faithfulness client. In any case, in more significant expense item, for instance, vehicle, PC, and house so on, we couldnt expect that client would do rehash buy frequently. In this way, we may utilize brand picture to be a technique to test the brand unwaveringness. the serious quality of a universal brand is that it will in general be related with status and notoriety, while giving advantageous recognizable proof to worldwide voyagers (Onkvisit and Shaw, 2001). Inconvenience: Clearly, marking, of cause, has focal points, yet in addition disservices. In examination over, the advantage for little organization to blend a major organization with well known brand is self-evident. In any case, it generally is joined with high hazard. Focusing on financial advantage, piece of the overall industry and creation capacity, organizations engaged with merger and procurement normally disregarded difference between various corporate societies. Likewise, the new business line may not be suitably soften into of their current items classes. Whats more regrettable, even the endeavor are compelled with restricted budgetary asset to deal with the merger and the accompanying agonizing alteration, which could be lethal to the two organizations in that consolidation case. The most notable model is the assembly of BenQ and Siemens. BenQ has contributed Siemens more than six billion (EUR). In any case, toward the finish of the speculation, BenQ has declared the suspension of all v enture for Siemens. Because of the unequaled business line and corporate culture, BenQ, without having legitimate information and capacity of merger, has made a major lost on these venture, driving a decline of both BenQ and Siemens brand esteem. Another weakness of marking is its high lawful expense. From the virtual to genuine, perfect to plan, and picture to image㠢â‚ ¬Ã¢ ¦so on, the scholarly right are all over, despite the fact that it is just a sentence, all related with lawful expense. As Onkvisit and Shaw (2001), said that a splendid brand name is futile, except if it is legitimately ensured. For brand, the motto, logo, even the structure, these all are the piece of brand esteem. In the event that somebody duplicates it without consent, or in an illicit method to bring in cash, at that point the lawful expense has showed up. Business would lost a gigantic measure of salary , on account of the illicit item had showed up in the exchange advertise. Regularly, the illicit items are far less expensive than the real ones, since they dont have any RD cost. So in the exchange advertise, lower evaluated privateer items ordinarily are progressively famous among shoppers. For instance, PC programming is effectively to dupli cate. The greatest casualty is Microsoft Windows frameworks. Their image salary are lost practically in excess of ten billion every year. By and by, while the brand working together exercises, advertising cost and item cost are two things that they need to kind. It may be the detriment, on the grounds that from the earliest starting point, the organization is simply set up, they needed to went through some expense on advancement and dispatches some promotion to build their marking picture and pull in new clients. Each assembling produce their item, unique expense, yet in addition include work cost, move cost, official cost㠢â‚ ¬Ã¢ ¦so on, these expense are altogether their important production cost. Additional finances should be raised for showcasing and marking, which makes more weight organizations who are as of now intensely worried about assembling cost. End: At long last, to mark or no to mark is the main inquiry of the new organization which is simply set up. Regardless of what direction the organization has picked, it might have affected of organization. To marking, the producer would confront a few issues to manage. For instance, they need to think a publicize to advance their image toward the start. At that point they need to do a few systems to contend with their rivals. They have to render advantage to clients, in this manner they could get some brand eminence of client. Another route for organization to expand its image esteem is to buy other organization. Above all else, they may need to think about the way of life. Furthermore, they may concern whether organization can take the high-chance in speculation or not. Thirdly, they may think about the showcasing cost and item cost. Notwithstanding, the most significant thing is the legitimate cost, it may assumes a significant job of the marking, on the grounds that the estimation of the entire business lost, have impacted the undertaking parcel. The expense of unlawful item may impact the companys salary, the brand esteem and even brand picture. Client may favor lower cost of result of high caliber. What's more, if the association could offer higher caliber of administration and same nature of amount, clients would even now be unwaveringness of the brand. Words : 1534.

John Wayne :: essays research papers

The Duke has his spot ever. Â Â Â Â Â John Wayne, one of America’s most noteworthy entertainers and executives ever. His distinction and superstardom prompted numerous issues in his profession. His picture as a symbol of American independence and the boondocks soul has eclipsed his profession to such a degree, that it is practically inconceivable for the fans and essayists to isolate Wayne the legend from Wayne the on-screen character and Wayne the man. Â Â Â Â Â Before the beginning of his film profession he played football at USC under his original name, Marion Michael Morrison. He held numerous behind-the-scene occupations at Fox before moving in front of the cameras in the late 1920’s in a progression of little jobs. Executive John Ford, who got to know “ the Duke';, suggested him for the lead job in Raoul Walsh’s western epic, The Big Trail. Wayne didn't release the fame to his head. He spent the remainder of the decade advancing through a progression of low spending films whose bombing financial plans what's more, fast shooting plans did little to propel his vocation. Â Â Â Â Â In 1939 John Ford offered Wayne another reprieve by giving him a role as the Ringo Kid in Stagecoach. The roll tossed Wayne into the top positions of the famous actors lastly, in the 1940’s, his legend started to come to fruition. Diminished from military obligation because of physical issues, Wayne turned into the film industry’s no-nonsense soilder, however had that merciful side. Films discharged during the war, for example, Flying Tigers (1942), The Fighting Seabees (1944) and Back to Bataan (1945) left Wayne with some quite enormous shoes to fill. Â Â Â Â Â The motion pictures that he made toward the decade's end were the ones that set up him as an entertainer of legitimacy. Howard Hawks accentuated the stubborn side of Wayne’s screen persona by giving him the part in Red River (1948). He filled the role of Tom Dunson, a troublesome, unlikeable yet convincing character. Two different movies coordinated by John Ford immediately followed. Fortress Apache (1948) and She wore a Yellow Strip (1949). Â Â Â Â Â For a decent piece of the 50’s and 60’s Wayne participated in a few little pictures. Standard western and activity motion pictures be that as it may, nothing excessively unique. On account of the various movies despite the fact that he was monetarily in acceptable setting. In 1969 he won Best Actor Oscar for True Grit, a cheerful if not especially noteworthy execution. Wayne’s last job was definitely his best of the decade. In the Shootist, he played a kicking the bucket shooter who is simply starting to comprehend his own life and legend. What a man. Â Â Â Â Â John Wayne, you either love him or you loathe him. In spite of the fact that there are very few individuals that hate him.

Psychodynamic and Cognitive-Behavioral Approaches - 275 Words

Psychodynamic and Cognitive-Behavioral Approaches (Essay Sample) Content: Psychodynamic and Cognitive-Behavioral ApproachesNameInstitutionAbstractDepression is a condition that causes acute symptoms, which affect your mood, thinking, behavior and just any of the essential daily activities. According to ADAA (Anxiety and Depression Association of America), depression is one of the most frequent mental disorders in the United States. The core symptoms of the severe depression are a loss of interest or pleasure and depressed mood. However, according to DSM-IV (American Psychiatric Association, 1994), the depression as a diagnosis can only be appointed after experiencing five or more symptoms for more than two weeks. The issue has been carefully studied by the two principal schools of psychiatry and clinical psychology for more than half a century. Both psychodynamic and cognitive-behavioral approaches have major strengths and limitations in curing the symptoms of depression.Keywords: depression, cognitive-behavioral approach, psychodynamic app roach.Psychodynamic and Cognitive-Behavioral ApproachesFrom its invention, the psychodynamic approach has undergone many changes and today embodies the works of the most prominent people in the history of psychiatry. Dr. Sigmund Freud, Jung, Erikson, and Adler are among those whose theories comprise the foundation of the psychodynamic approach that helps to fight not only depression but also other heavy mental problems such as anxiety and various traumas. Meanwhile, Albert Ellis and Aaron T. Beck were the key figures involved in the development of a cognitive-behavioral theory, setting the basic tenets for the approach. This method has its origins from both psychodynamic and behavioral theory and comprises some different therapies that have some similar elements in common.The central postulate of the psychodynamic approach is deriving from the belief that every mental dysfunction that takes place is due to the conflict between unconscious and subconscious processes (Freud, S., 1957) . Thereby, such processes affect ones behavior, emotions and eventually makes an unaware individual see the world from a negative viewpoint. Since this approach was mainly based on Freuds earlier psychoanalysis theory, it comprises some ideas concerning interrelations of the minds forces. It is assumed, that an unconscious mind has its divisions, which create ones whole identity. However, at a certain age, these unconscious parts may come into conflict with one another and make a so-called fixation where a child develops a strong bond with a psychosexual stage. Thereby, the focus of the therapy is to detect which stage is in charge of the depressive symptoms and make an individual aware of the background occurred in the childhood. Eventually, the person should have an insight into the problem to change his behavior and perspective on things. The approach has various techniques including free associations, dream analysis, projective tests, hypnosis, etc. However, the natural defense mechanism of the unconscious tends to make it more complicated for the therapy to reduce the depressive symptoms. Thus, the process of treatment stretches out and includes several sessions per week for a couple of years. Some note that the actual approach lacks general studies and profound data. Freud himself had described the useful experience with his patients; however, other researchers claim that some of these methods are limited and have downsides concerning the performance. For instance, Shapiro and Emde (1991) determined that the use of the psychodynamic approach for reducing the depressive symptoms might have only occasional success. One of the reasons for such conclusion is based on the presumption that people with severe depression are rarely to participate during the session due to the motivational issues.Albert Ellis questioned whether the personal insight that psychoanalytic theory assumed led to therapeutic change resulted in permanent changes in behavior: The other on e is that the whole treatment process can take several years to obtain a result and as it is a quite long-lasting process people may quit the therapy early. There is also a presumption that when applying certain types of techniques, for example, the free association method, it can be hard to achieve any visible results if the person shows resistance to the therapy. Salzman (1980) has proved that the psychodynamic approach can be successful in treating general anxiety unlike any of the depressive symptoms. In general, one of the most severe points the approach has developed during the existence is an importance of a childhood experience involved in our psyche. It has also made several of the methods like projective tests and free associations global and used to treat some of the mental disorders. It also highlights the importance of the defense mechanisms and the key role they play during the therapy. Rachman and Wilson (1980) described that there is no acceptable evidence to support the view that psychoanalysis as an effective treatment. Historically, psychodynamic theories were extensively criticized for their lack of empiricism.On the other hand, the cognitive-behavioral approach emerged in the early 1960s (Ellis, 1962) and it focuses on three major processes, thoughts, feelings, and behavior. In particular, the thoughts are the ones that trigger the other two aspects to work differently. However, it was not until the 1970s when the comprehensive set of data was published (Kendall Hollon, 1979; Mahoney, 1974; Meichenbaum, 1977). There were three basic principles in the foundation of the approach:1. Cognitive activity mostly affects the behavior.2. Cognitive activity can be controlled and changed.3. The change in behavior is made through cognitive adjustment.The key to the cognitive-behavior therapy is to help an individual to develop different thinking patterns and as a result, minimize the adverse outcome. The short-term symptom relief was found during the early cognitive-behavior approach therapies based on the psychodynamic background (Ellis, 2005; Beck, A. T, Steer, R. A., 1993). However, more and more methods were discovered over the years, which resulted in a variety of procedures today. Rational-emotive behavior therapy (REBT) is regarded to be a premiere example of the cognitive-behavioral approach. At the core of REBT is the assumption that human thinking and emotion are significantly interrelated. According to Elliss model, symptoms are the consequences of a persons irrational belief systems regarding particular activating experiences or events. The goal of therapy is to identify and challenge the irrational beliefs at the root of emotional disturbance. REBT assumed that individuals possess innate and acquired tendencies to think and to behave irrationally. Thus, to maintain a state of emotional health, people must continually monitor and challenge their core belief systems. REBT employs a multidimensional approach that inc orporates cognitive, emotive, and behavioral techniques.What distinguishes the psychodynamic approach from the cognitive-behavioral one is the nature of their focus. Cognitive-behavioral therapy focuses attention on how a person thinks. It means that thoughts are responsible for how a person feels and reacts. Thus, the aim of the approach is to identify and change the dysfunctional patterns of thought. On the other hand, the idea of the psychodynamic approach roots back to the Freuds psychoanalysis, which describes that a behavior of an individua...

Essay about Consumer Behaviour Protfolio - 3830 Words

Introduction Consumers should know their consuming behaviour before purchasing a product. The purpose of this portfolio is to review and evaluate my own consuming behaviour distributed over three categories. Firstly, I will review on my philosophical assumptions and to discuss about my beliefs on the importance of advertising and marketing. Secondly, I will identify a consumer behaviour that I have done recently and to analysis what type of decision maker I am. Finally, I will examine how do I express my complaints to the organisation and my dissatisfaction. These three categories are formed by different worksheets. This portfolio is designed to help and understand how to take advantages from my consumer behaviour when purchasing†¦show more content†¦My group member Ocean who is also from Taiwan, a male and has a similar age as I do responded likely to my opinions. The other girl who is from Hong Kong had slightly different answers to me. Are you surprised by your findings? The results from the group members are not surprising, results are diverse as everyone followed the instruction and answered the above questions by reflecting their own opinions. Part B – Application 3. Using the Engler 2003 reading and consumer behaviour theory in your textbook, explain how your dominant view influences your perception of the relationship between marketing and consumers. My perception between marketing and consumer is that, there must be enough consumers to form a market, which comes up with marketers starting using strategies for â€Å"Marketing†. The relationship between marketing and consumer has always been varying. In the modern society, consumers are tend to be more demanding with their growing affluence, growing complexity of goods and services and also have more leisure. It has become more challenging or the organisations and especially in the service industries sector. (Nair, Suja R, 2009, p.467) How do you think your dominant view influences: i) Your beliefs about the power of advertising Marketing expert Bonura said, â€Å"companies arent always successful simply because they have a valuable product or service.† He believe that organisations should struggle if the

In a World of Pay Human Resource Management - 3306 Words

Pay rates have always been an important issue when it comes to hiring workersespecially when dealing with professionals whose talent and experience are highly soughtin the job market. In our case study, we will be discussing the difficulties and challenges of hiring expatriates which in this case will be revolving around pay. The case is about theproblems that arose at a German software Company (Typware) when the managementdecided to hire Anne Prevost whom they consider to be an intelligent careful strategist.Anne is generally agreed to be the perfect match for the job but the rate which Anna isrequesting for the job is causing controversy at Typware because some other workerssuch as Jurgen Mehr (Head of Typware European Marketing) feel†¦show more content†¦Bybroadening the methods by which recruits are sought, applicants can be more readilyfound, no longer leaving Typware with the tough choice of whether to hire just one indi-vidual or not. Typware will likely have several candidates to ll the vacancy, leaving inter-national applicants with less room for bargaining their salary and compensations. Case Study: In a World of Pay3Two methods with which Typware can expand its recruitment sources are via theinternet and through employment agencies. Recruiting electronically would grant Typwarea large source for nding more talented recruits that meet the job specications. Typwarecould place the vacancy on its own website, granting public access to anyone who is in-terested in the company. This method leaves Typware free to give a clear job descriptionso that there is a larger chance to nd suitable applicants for the post. If electronic va-cancies fail to bring the desired results, Typware can recruit through employment agen-cies. A private employment agency would be responsible for lling higher posts, like theone Prevost applied for. The employment agency would look for people who may still becurrently employed and help to maintain condentiality between the employer and thecandidate. Typwares receiving of applicants internationally brings on the added challenge oftrying to formulate a standard for hiring internationally; for example, Schmidt received in-formation indicating that fourShow MoreRelatedCompensation Management : Employee Management Essay1544 Words   |  7 Pages1. COMPENSATION MANAGEMENT In employment contract, the most important term is the remuneration package that goes with labour service. According to International Labour Organization (ILO), describes remuneration as payment system based on effort, productivity and performance. In actual facts remuneration refers to salary or wage and all allowances and financial benefits payable to a worker either in kind or cash in return for his price of labour. 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There are several factors that come into play when considering the function s of business on a worldwide scale. Some aspects of Human Resource Management include training, management development, performance appraisal, and compensation. The focus level in individual areas of Human Resource Management may differ between countries, andRead MoreDoes Gender Affect The Ability Of An Individual? Become An Effective Leader?1486 Words   |  6 Pagesgender differences in the corporate world posses several issues for the Human Resource Managers such as management style differences, pay equity, promotion fairness, and work-life balance. Women began entering the workforce in the late 1800s. During that time, women were employed in what society considered female specific careers such as teachers, nurses, and seamstresses and women made up a very small portion of the workforce. This all changed with the on-set of World War II. While the men left to fulfillRead More1. Definition of Human Resource Management Essay749 Words   |  3 PagesDefinition of Human Resource Management: Human Resource Management is the function within an organisation that focuses on recruitment, management and providing direction for the people who work in the organisation. Human resource management can also be performed by line managers. According to the Michael Armstrong â€Å"Human resource management is defined as a strategic and coherent approach to the management of an organisationRead MoreDifferentiate Between Personnel Management And Human Resource Management1500 Words   |  6 Pages1.1. Differentiate between personnel management and human resource management Human Resource Management (HRM) is the purpose within an organization that aims to recruit, manage and provide directions for the people who work in an organization. The HRM department members supply the understanding, training, coaching and management advice, this allows the rest of the organization to operate successfully. The Human Resources (HR) are the people that staff and operate an organization, these people areRead MoreHuman Resource Management For Service Industries1675 Words   |  7 PagesLondon College UCK BTEC HND Diploma in Human Resource Management for Service Industries HNHM 109/ HNTT 118:Human Resource Management for Service Industries Analyze the role and purpose of human resource management in a selected service industry. Justify a human resources plan based on an analysis of supply and demand for a selected service industry business Submitted by: Name: Mary Ann Streling

Corporate Responsibility Stakeholder Perspective Essay

Corporate Responsibility (2) Stakeholder perspective Obesity and fast food Use the stakeholder analysis to look at the impact of fast food (eg MacDonald’s) on each stakeholder group. Should the sale/marketing of fast food be regulated/ restricted? If so why? If not, why not? Childhood obesity has been labeled one of the most serious public health issues if the 21st century. 42 million of the children under five years old are overweight all over the world, in Australia, there is a number shows 17% of the children are deemed to be overweight, which is quite a high figure and a lot public controversy surrounding this issue. Typical ethical issue being identified includes: ↠ Is the consumption of†¦show more content†¦Nutrition and well-being: increased to number of product that are healthier and also offer many ways for customers to learn about the nutrition information of their food 2. Sustainable supply chain: Code of Conduct for Suppliers which describes how McDonald’s expects its suppliers to treat their employees 3. Environmental responsibility: less energy, fewer emissions, and less waste 4. Employee experience: create a diverse and inclusive culture where everyone feels valued and respected 5. Community: the Ronald McDonald’s House Charities and their children’s programs; their local, regional and global partnerships and sponsorships However, people question what they have done is socially responsible from a totally stake holder perspective. First about the charity they set up on Childhood illness, it raises the argument that if this is being socially responsible or just pretending or give them an excuse to label themselves as a socially responsible corporation. Moreover, some employees of this billion valued company still got minimum wage, which means McDonalds are not fully recognising their employee’s interest. However it should be said that if one stakeholder pursues its interest at the expense of all the others then the others will either withdraw their support or look to createShow MoreRelatedOrganizations and Their Ethics and Social Responsiblity Essay733 Words   |  3 Pages Ethics and social responsibility are integral components in developing a strategic plan while considering stakeholder needs. As such, ethics and social responsibility should be deemed as an essential strategic concern within all organizations. Ethics and social responsibility has the capacity to make or break an organization; the success of an organization’s strategic plan is dependent upon it. This paper will explain the role of ethics and social responsibility in developing a strategic plan whileRead MoreEvaluation: Ethical Perspectives on Social Responsibility Essay1143 Words   |  5 PagesEvaluation: Ethical Perspectives on Social Responsibility This paper evaluates Cohen’s article on social responsibility and considers how his perspective and ideas align in comparison with other management experts including Drucker and Friedman. Some key components that are included in the evaluation are: †¢ A definition of the concept of social responsibility. †¢ What Cohen identifies as the social responsibility of a business to the workers, stakeholders, and society as a whole. †¢ How Cohen’sRead MoreStakeholder Theory Of The Firm1423 Words   |  6 PagesEven though the stakeholder theory of the firm served as a comprehensive fundamentally solid concept for corporate social responsibility to branch out of; without the stakeholder theory of the firm there is no corporate social responsibility and vice versa, because business cannot exist without society and society is not sustainable without business, due to advancements in the modern world, business and society have evolved, and traditional business theories have a narrow business scope, while contemporaryRead MoreEthics Reflection Paper818 Words   |  4 PagesReflection Paper Social responsibility and ethics are essential elements in establishing a strategic plan while contemplating the needs of stakeholders. Social responsibility and ethics should be conceived as fundamental strategic concerns within organizations. Social responsibility and ethics have the potentiality to help an organization succeed or fall. The achievement of an organization’s strategic plan relies on it. This paper will examine roles of social responsibility and ethics in establishingRead MoreDifferent Perspectives On Corporate Social Responsibility959 Words   |  4 PagesIntroduction Corporate social responsibility refers to the responsibility that corporate organisations have on those internal and external parties around them. Many influential people have provided different perspectives on what the ideal corporate social responsibility is, two of these people are Friedman and Freeman. However, all perspectives have limitations, and because of this, the Key Gardens principle has been developed to provide a the basis for assessing possible moral minimum for organisationsRead MoreTransparency Is Key Aspect of Corporate Governance1331 Words   |  6 PagesThe boards of directors are responsible for the governance of their companies so there has to be transparency in company reporting. Transparency is key aspect of corporate governance because of implementing corporate governance this will allow stakeholders and shareholders to review and evaluate performance of management and the company this ensures that the board of directors and the executive directors of corpor ations act in the best interest of shareholders and the corporations. It is implementedRead MoreEssay about Social marketing reflects corporate social responsibility1110 Words   |  5 PagesIntroduction This assignment will initially describe social marketing and then indicate how corporations affect stakeholders through companies’ social marketing and responsibility. Following that, the importance and functions of corporate social responsibility (CSR) and social marketing will be demonstrated. Finally, it will explain how organizations reflect CSR and make a short conclusion to indicate the relationship between social marketing and CSR. Social Marketing In the past decades, theRead MoreCorporate Social Responsibility1015 Words   |  5 Pagesa recent time companies are giving more attention to develop a CSR (Corporate Social Responsibility) and mainly their core values. Core values are used in marketing strategies (Berry, 1999) also in customer-retention management in order to create distinctive, long-lasting relationships with customers (Prahald and Ramaswamy, 2004; Normann, 2001) and stakeholders (Pruzan, 1998; Post et a, 2002). The interaction with a stakeholder and concerns a business operation use to understood CSR as the voluntaryRead MoreCorporate Social Responsibility ( Csr )1636 Words   |  7 PagesCorporate Social Responsibility (CSR) has gained a reasonable reorganization in the world of business. Organizations are now voluntarily putting their money in the public cause’s way more than they are required or forced by the law and proud present their doing their annual reports CSR is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby business monitors and ensures its active compliance with the spirit ofRead MoreSouthwest Airlines : Corporate Social Responsibility809 Words   |  4 Pagesrecognized for their corporate social responsibility initiatives is Southwest Airlines. Southwest is a successful organization that perfectly blends operational focus with social obligations which translates into increased revenue and customer support. For several years, Southwest Airlines received recognition as one of the 100 Best Corporate Citizens by Corporate Responsibility Magazine (Corporate, 2015). Analyzing Southwest Airlines’ commitment to corporate social responsibility will demonstrate

Service Marketing - 1113 Words

Introduction Lusch et al. (2007) describe as marketing emerged in the beginning of the 20th century, it embraced the goods-dominant (G-D) logic. The concept of the Four Ps of marketing mix – product, price, place and promotion became treated as the basic model at that time. (Grà ¶nroos, 1989) Today, this paradigm is beginning to lose its position. Service marketing is one leading new approach to marketing. Four main characteristics of services defined by Kotler et al. (2009) are intangible, perishable, variability and inseparability (see Appendix A). Thus, Booms and Bitner (1982) turn services marketing into 7Ps by adding people, physical evidence and process. According to Vargo and Lusch (2004), a paradigm shift in the marketing†¦show more content†¦Sheth et al. (1988) believe companies focus from transactional marketing to relationship marketing (RM). Sheth and Parvatiyar (2000) define RM is the process of engaging in cooperative and collaborative activities with customers to create or enhance mutual economic value at reduced cost. One approach to relationship marketing is six markets model (see Appendix D). This model was developed by Christopher et al. (1991) as an instrument for the most comprehensive method to evaluate stakeholder relationships to develop potential successful strategies. (Payne and Holt, 2001) The customer markets are placed in the center of this model to emphasize the relationship with customers and other relevant stakeholders. (Payne et al., 2005) According to six markets model, customer markets are the heart of the six markets model. Galbreath (2002) believes value creation begins with customers as they have true economic value. Bhote (1996) describes the costs of attracting new customers are up to seven times more than maintaining them. However, companies should recognize the cost factors to achieve customer lifetime value and invest the effort in locating and acquiring potentially loyal customers. Loyal customers can be less price sensitive and make market entry difficult for competitors by retaining customer. Today, companies focus onShow MoreRelatedServices in Marketing809 Words   |  3 PagesïÆ'Ëœ Services marketing are crucial compared to product marketing because services are generally produced while serving the prospect and consumed on the spot and it cannot be stored. ïÆ'Ëœ 7p’s of marketing help the company to know and evaluate the interaction between the customers and business, which helps to create successful marketing plan. Telecom service industry: ïÆ'Ëœ Bharti Airtel is and Indian company offering telecommunication services in 19 countries. ïÆ'Ëœ Airtel is market leader in cellular networkRead MoreService Marketing2928 Words   |  12 PagesReview Question (pg. 54, no. 12) The term â€Å"marketing mix† could suggest that marketing managers are mixers of ingredients. Is that perspective a recipe for success when employing the 7 Ps to develop a services marketing strategy? The  marketing mix  is a business tool used in  marketing  products. The marketing mix is often crucial when determining a product or brands unique selling point, meaning that the unique quality that differentiates a product from its competitors, and is often synonymousRead MoreServices Marketing : Marketing And Marketing1846 Words   |  8 PagesService is simply helping someone for profit or nonprofit. Service is intangible product. It means that there is no physical appearance of the object in the process. â€Å"A service is the action of doing something for someone or something. You cannot touch it. You cannot see it. You cannot taste it. You cannot hear it. You cannot feel it. It is largely intangible†. Introduction to Services Marketing - Marketing Teacher. (n.d.). Retrieved November 25, 2014, from http://www.marketingteacher.com/introduction-to-services-marketing/Read MoreMarketing Strategies For The Service Services951 Words   |  4 PagesMarketing Str ategies Our focus and marketing message will be the services offered. We will develop our message, communicate it, and fulfill our commitment to excellence. Websites and Mobile Applications Many hotels have created their own website and mobile applications. It is definitely something to consider if a large portion of our target market uses smart phones and computers. We will therefore customize our hotel mobile application and website. Guests will easily find all important informationRead MoreInternal Marketing in Services Marketing1984 Words   |  8 Pagesimportance of internal marketing in service product development. The first part of this essay will discuss the origin and growth of the concept of internal marketing. Then it will focus on the benefits of internal marketing. In the later part, it will demonstrate a specific case, Mary Kay, which has successfully implemented internal marketing. It shall first briefly introduce fuzzy sets and related concepts. The concept of internal marketing originally emerged from the services marketing literature (BerryRead MoreThe Components Of Service Marketing3122 Words   |  13 PagesTOPIC: MOTAT- MUSEUM OF TRANSPORT AND TECHNOLOGY SUBJECT-SERVICE MARKETING TRIMESTER-1 STUDENTS NAMES-RANJITHA PRAKASH, HARMEET NARANG, SHUBHAM GARG, ASHIMA MAHAJAN, TUTOR-PAUL ROSE â€Æ' CONTENTS: †¢ INTRODUCTION †¢ COMPONENTS OF SERVICE MARKETING †¢ SERVICE MARKETING ENVIRONMENT †¢ INTER-RELATIONSHIP OF THE SERVICES MARKETING MIX ELEMENTS †¢ PRODUCE AND CO-ORDINATE STRATEGIES FOR THE ORGANISATION TO MAINTAIN CURRENT SERVICE MARKET â€Æ' INTRODUCTION MOTAT is a Museum of TransportRead MoreMarketing Healthcare Services1068 Words   |  5 PagesMarketing is concept that helps determine the success of an organizational mission. Essentials of Health Care Marketing (2006) define marketing as, the execution of the conception, pricing, promotion, and distribution of the goods, ideas and services. The author, Berkowitz (2006) goes on to say, â€Å"in order to respond to customers, an organization must develop a product, determine the price customers are willing to pay, identify what place is most convenient for the customers to purchase the productRead MoreService Marketing Mix790 Words   |  4 PagesSERVICES MARKETING MIX I am study of the 7 p’s of KOTAK MAHINDRA BANK in related to marketing research. I also study in details 3 p’s of service marketing like people, process, amp; physical evidence etc. 1) People 2) Process 3) Physical evidence 4) Product 5) Price 6) Place 7) Promotion 1) PEOPLE: - In the people in the service mix in service organization are people assented organization andRead MoreService Marketing Essay1809 Words   |  8 Pageswork in other areas. Since this problem is appeared, service is becoming more important than old days when especially the world always developing fast. As many sociologists believe when the community is developing, the service industries will increase rapidly. Therefore, the more developed countries had higher percentage of service industries. In this essay, it will give the ideas of the description for two marketing theories of flower of service and pricing strategy. By analysing the theories toRead MoreMK2 Marketing Services2746 Words   |  11 PagesMK2 SERVICES MARKETING COURSEWORK ASSIGNMENT QUESTION â€Å"Develop a service blueprint for an organization in the hospitality service industry of your choice† Development Steps; - Decide on the company’s service or service process to be blueprinted and the objective. - Determine who should be involved in the blueprinting process - Modify the blueprinting technique (if required) - Map the service as it happens most of the time. - Be sure customers remain the focus - Track insights that

Is There Pressure On Girls To Have Perfect Bodies. From

Is There Pressure on Girls to Have Perfect Bodies From the time little girls are born, the pressure become a beautiful woman begins. Before they arrive home, baby girls are placed in a beautiful cozy blanket, a beautiful pink hat, a camera from that moment the prepping for a beautiful life begins. Throughout their childhoods young women constantly persuaded to sit up, suck it in and smile to look pretty. As early as their first birthdays women are endowed with societies ideology of beauty in the form of a Barbie. With a perfect figure, perfect hair and long slim legs, Barbie becomes a girl’s first real role model. Barbie never ages and always looks great no matter what. Barbie is beautiful and has a tiny waist and an ever so perfect body.†¦show more content†¦(Weiner 2) Claire Mysko an award winning author and expert on body image, leadership and media literacy explains: â€Å"While social media is not the cause of low self-esteem, it has all the right elements to contribute to it. Social media creates an environmen t where disordered thoughts and behaviors really thrive†. (Weiner 2) For most young women with constant use and easy accessibility social media can become an addiction and the ability to become outlet that can either build up / destroy women’s self-esteem. A recent survey of more than 1000 girls in the United States ages 8-17 sponsored by the dove self- esteem fund, showed that 7 in 10 girls surveyed believed that when it came to issues including beauty and body image they did not â€Å"measure up.† Only 10 percent found themselves to be â€Å"pretty enough.†(Sweeney 3) Among women over 18 looking at themselves in the mirror, research indicates the at least 80% are unhappy with that they see. (Fox 5) We are society literally obsessed with being beautiful. Unfortunately female dissatisfaction with appearance or a poor body image being at an early. The latest survey show that young girls are going on diets because they think they are fat and unattractive. (F ox 5) In one American survey 81 % of ten year old girls had already dieted at least once. (Fox 5) By 13 at least 50% of girls areShow MoreRelatedEffects Of Media On Young Girls1654 Words   |  7 PagesMany young girls are worried about what their body looks like and if they are thin enough to be considered beautiful. Over several years the thin bodies that are promoted through magazines, movies, etc. are displayed as the ‘perfect body’. Very few companies and brands do not use Photoshop or women who are considered plus sized models. The thinness of the models that are promoted is unachievable naturally. Media is a key factor in putting this thought into young girl’s minds that they often carryRead MorePersuasive Essay On The Standard Of Beauty1529 Words   |  7 Pagesthrough a list of everything she hates about her body, â€Å"I wish my stomach was flatter, my chest was bigger, my thighs were skinnier, my arms were more toned, and my waist was smaller.† She looks into the mirror, comparing her body to the bodies of her friends, celebrities and the images she sees in magazines. Alyssa does not look like all those girls and this makes her feel gross, insecure and out of place. Beauty standards are so high they create negative body images and women who hate the way they lookRead MoreSociety s Pressure And Promote A Perfect Body Type For Women1179 Words   |  5 PagesSociety’s Pressure to Promote a Perfect Body Type for Women For centuries, the perfect body for women in society has played a significant role. It is an ongoing issue around the world that is a battle between the forces. Everywhere from television, magazines, cosmetics, gym, diet supplements, nevertheless opinions of family and friends. Every day most women struggle with the idea of society, not viewing them as a beautiful person or sex symbols. While others engage in achieving this goal to fitRead MoreDangers Of Peer Pressure On Girls1345 Words   |  6 PagesDangers of Peer Pressure on Girls As a little girl I had much confidence about myself and felt I looked the best from my school as well as many other girls from my school. Nowadays, many girls are pressured into being perfect in a way they feel they will never accomplish. Little girls such as ten year olds have started to show low self-esteem and hate to their body image because of the models that are being constantly promoted. As 10TV stated, â€Å"When you were 10 or 11, you probably didn’t give muchRead MoreThink Of A Beautiful, Ten-Year-Old Girl Standing In The1281 Words   |  6 Pagesten-year-old girl standing in the mirror, clutching her stomach and tears rolling down her cheeks because she is being teased for not being as skinny as the other girls in her class. She looks at the models on TV and envies their skinniness. She wants to look just like them. At ten years old, she starts running after dinner and not eating as much as she use to eat. That beautiful little girl is just like every woman all o ver the world; she is pressured to by the media to have a â€Å"perfect body.’ Women allRead MoreEffects Of Anorexia And Other Eating Disorders914 Words   |  4 PagesWhen people are surrounded by images of young celebrities who are painfully thin-or very slender with large breasts- girls growing up in todays world feel the pressure of having to meet the standards. While trying hard to look just like their famous idols, a lot of those people will fall prey to an eating disorder, and some will even abuse drugs that will help them lose weight. Also it may lead to self-doubt, depression, extreme dieting and even at the worst an eating disorder. Everywhere you goRead MoreMedia s Representation Of Body Image1532 Words   |  7 Pagesinfluence by the media is body image, large number of young women and girls look up to people in the media and are influenced by the way they look. Now days you’re appraised on your attractiveness, the way you look, the way you dress, and es pecially how thin you are. The media’s representation of body image has contributed to the social trend of an unhealthy lifestyle. Women and young girls today are fixated on trying modify the way they look to achieve the perfect body image set by the standardsRead MoreEssay on The Medias Pressure on Women to Maintain a Slender Figure1552 Words   |  7 PagesToday’s media places an extreme amount of pressure on women to maintain a slender figure. Through childhood to adulthood, women are bombarded with images of stick skinny women, and this is the way almost every woman wants to look. Although there are other factors, the media is the primary source of the obsession with being thin. Why has this become such a popular trend? This is what society says is acceptable. It has been proven that these images of perfect women do affect the normal women whoRead MoreSocial Media And Its Effects On Society1447 Words   |  6 PagesLooking in the mirror and not liking what you see is extremely common, among teenage girls especially, but where does it stem from? Is it human nature to see oneself in a negative light? Perhaps it comes from something more tangible, such as one’s surroundings. Everyday, people are exposed to models and celebrities on social media living unrealistic and uncommon lifestyles. Why does everyone insist on striving for these absurd standards? Perhaps it’s because people, predominantly millennials, prideRead MoreThe Influence Of Media Reporting On Society s Perception Of Beauty1730 Words   |  7 Pagesteenage girls. As such, based upon a macro perspective, the societal roles, status and expectations of young women have been impacted negatively. This paper will analyze how the combination of media reporting, socioeconomics and sociocultural factors contribu te to the development of eating disorders as well as how society s perception of beauty has been distorted. This paper will further support the notion that societies perception of a female’s beauty is determined by their perceived body image

Implementation of IOT in Health Care System-Samples for Students

Question: Discuss about the Implementation Of IoT In Health Care System. Answer: Introduction Internet of things has evolved over the years, thanks to the advancement of various interconnected technologies like IPv6, wireless network and microcontroller and sensor electronics. The evolution of the IoT has heavily influenced various sectors like business, sports, health and many more. IoT in healthcare is an important research topic as the technology has lot of potentials for the sector in terms of bringing more automation and transparency in healthcare administrations (Gope Hwang, 2016 ). However the threats that the technology poses along with the benefits needs careful attentions. The task to control the systems and integrate it with the IoT technology is indeed challenging. Researchers are particularly concern about this, even more than the benefits that the system will provide following the implementation . Different methods have been provided by different researchers to control IoT devices and the topic has managed to get widespread attentions and provides an excellent opportunity to conduct further research in the field to come up with even better solutions (Wu et al., 2017). Data protection is one of the critical issues that need to be considered when dealing with the network devices. Security plays a vital role in the context of IoT technology (Tyagi , Agarwal Maheswari , 2016). In case there is a malicious attack or interference takes place and the attacker becomes successful in hacking the network of the system then they will be able to steal important data that is intended to be kept safe and private for the data is highly sensitive in nature. In order to protect the devices from outside access that is intended for illegal purpose, it is important to have the correct security measure in practise. Authentication has an important role to play to ensure security of the IoT devices. Different researchers have provided different mechanism for authentication for the IoT devices and network (Bhatt, Dey Ashour, 2017). However the mechanisms have certain drawbacks. The mechanisms have not considered the limitations of IoT devices which have often very limit ed resources in terms of memory and processing power. In order to design effective authentication techniques it is important to combine the characteristics of the end devices and a proper balance should be maintained between the available resources so that efficient, secure and suitable authentication mechanism can be designed that suits the need of the IoT environment (Laplante Laplante , 2016). Here the overall introduction of the topic is given. Factors like importance of the topic, justification for the topic selections and the need for the research on the topic have been discussed. The process to ensure the data security in IoT is challenging task. The report will discuss the methods to ensure the data security and how it can be implemented using the ECC authentication algorithm. Background/Literature Review Li et al.,( 2018) have talked about the importance of RFID technology for the device authentication in the IOT environment. RFID or the radio frequency identification technology helps to identify a device remotely with the RFID tag. The authors points out that RFID technology is highly efficient I recognizing devices. The authors further add that in the IOT environment, millions of devices are connected to the internet and with each other as well. Hence it is important to implement techniques that can help to identify the devices amongst the polls of connected devices. RFID technology has lot of potential in this context. RFID tags has the ability to store information and send this information remotely, thus enabling the wireless communication between the devices and the database that store information about this devices. This information can be then used for the identification of the devices. However the authors suggest that there should be proper data monitoring technology in order to derive useful information from the data sent by the devices connected over IP network. Once the data is sent by the smart and RFID enabled devices over the IP network, the data is then processed in the central data base and converted into human readable format. One of the most important features that make RFID tags more efficient than the standard barcode technology is the ability of the RFID tag to support more advanced communication style. In order to read information from the RFID tag it is not mandatory for the device to be in the line of sight which means that the device can be tracked from anywhere. In the IOT environment, wireless communication plays an important role and technology like this, according to the authors, only increase the efficiency of the communication with ease in device identification. Lopes Hilgert (2017) have proposed for two phase algorithm for group authentication: pre authentication phase and group authentication phase In the pre authentication phase the GA of the group who is responsible for creating the group generates a public key and associated private keys. This keys are then used for authenticate the devices in the group. The keys are generated using the threshold cryptosystem. In the group authentication phase the authenticity of every devices in the group is checked using the private and public keys that were generated in the pre authentication phase. The GA in this phase creates another random secret key that is shared among all the devices in the group and the devices need to address the random key to complete the authentication process in the group authentication phase. Jan et al., (2016) have provided a mutual authentication schema for the IoT implementation in health care. This schema helps to validate the identities of the IoT devices. The schema first identifies the devices in the IoT environment before the devices are actually integrated in the real network. In order to perform the authentication in the IoT environment before integrating with the network the authors have proposed for decreased communication overhead. The schema is based on the. Constrained Application Protocol or CoAP. The authentication is performed using the 128-bit Advanced Encryption Standard or AES. The authors suggest claims that due to such high level of encryption value the devices are highly secured in the IoT environment where the security playsa major role for successful implementation of the technology. In the CoAP technique, the identity of the server and the client is first is verified. Based on the identity the system then allows the client to access the server b ased on the conditions that was determined by the protocol in the request made by the client. Thus it is not easy for the user to access the server without performing proper authentication and the verification of the request is also necessary to get access to the server. Hofheinz Jager (2016) have proposed for public key algorithm for the authentication purpose. Data that is collected by the IoT devices is stored in the cloud servers and secured database. However it is important to note that in order to protect the data it is very much important to protect the authenticity and the integrity of the data. The integrity of the data can be maintained by the mechanism called message digest which is a secured hash algorithm. The algorithm produces predefined hash value to secure the digital content. It is not easy to access a digital content and modify it without the proper authentication if the content is secured with a predefined hash value. The authenticity of the data can be maintained by the public key based key based digital signature technique. In the public key based cryptography algorithm two keys are generated known as public and private key. The private key belongs to the owner of the data which needs to be used to prove the claim of the user t hat the user really owns the data. The public key is for the use of other users who wants to access the content. The public key is accessible to anyone who wants to verify the signature of a digital content or data. Stallings (2016) has proposed for hashing algorithm for digital content cryptography. The signature for the data is produced by hashing the digital content and a hash value is produced in this process. The value is attached to the content as the form of digital signature. In order to the read the content the digital content needs to be hashed again and in the second step the hashed value which is reconstructed in the hashing of the content has to matched with the public key along with the signature that is attached with the content. Su, Wong, Chen (2016, May) have proposed for a group authentication technique. The technique is based on the Threshold Cryptography. The scheme is used for the authenticate devices in a group. The authors describe that in the IoT environment lot of devices are connected together. Hence the task of securing those devices is a challenging option. However with the use of the group authentication technique it is possible to authenticate devices in a group. The authors have used the method of releasing the token to perform the authentication. The method is based on the Shamirs secret sharing scheme. The algorithm is implemented in the Wi-Fi environment. Each group in the network constitutes a set of devices and the devices communicate with each other by sharing secret key. There may be any number of groups and the range of the connectivity is decided based on the Wi-Fi standard. The groups can even overlap with each other and one device may belong to more than one group. However there is a primary device in every group which is responsible for monitoring the communication in the group. Each time a new device is added to the group, a new key pairs is generated which is distributed by the primary device within the group to keep the existing devices in the group updated about the inclusion of the new devices in the group. The TCGA algorithm constitutes of five key modules 1. Distribution of key. 2. Updating of key. 3. Generation Group Credits. 4. Authentication of Listener. 5. Message Decryption Moosavi et al., (2015) have proposed for SEA architecture for IoT based healthcare system. The architecture consist of smart health gate-ways. The health related information is captured from the sensors that are either body-worn or implanted. The sensors collect data of the patient and send it to the database for monitoring purpose. The architecture consists of medical sensor network, smart heath gateway and back end system. The medical sensor networks helps in sensing, identifying and communicating the medical related data. Sensors are attached with the patient. The sensors are highly advanced and help to collect necessary information about the patient condition. The sensors measure body temperature and collect data about the bio-medical and context signal. This data are useful to monitor the condition of the patient. The sensors can also supplement the data with the context information like date, time and location which helps toget precise information about the medical condition of the patient. The bio medical and the context signal that is captured by the sensors are transmitted to the gateway. The data is sent to the gateway with the help of wired and wireless communication protocol. the communication protocols include standard communication standards like serial , SPI , Bluetooth technology. Signal can also be sent using the Wi-Fi or IEEE 802.15.4 wireless communication standard. Rahman et al., (2015, January) have proposed for smart health gateway. Smart health gateway which supports the communication protocol serves as a connecting point between the MSN and the local switch or network. Data generated from different sub -networks are received by this gateway. The protocol conversion is also performed by the gateway. The gateway also aggregates the collected data and is also capable in data filtering. The gate way even provides some higher level service like dimensionality reduction of the collected data. The back end system constitutes the remaining part of the architecture. It includes a cloud platform where the data is stored for processing. The system also includes data warehouse and big data analytic servers where data are analyzed to extract the meaningful information from the collected data that helps to find the relevant information about the patient. The back end system also consists of local data base of the hospital where the data is stored tempora rily before it is sent to the cloud server and big data analytics server. The system also consists of web clients which provides the interface for the data visualization and data apprehensions. Porambage et al., (2014) have proposed for two phase authentication protocol to authenticate and secure the IoT devices. According to the authors the protocol is highly efficient for authentication purpose. In the wireless sensors networks that follows centralised architecture consists of a central entity. the sensor nodes in the network collects information from the sensors and send it to the central entity that is responsible tom maintain the centralised network, the fadta is themn proceesed by the central entity and the information is provided over the network. However IOT follows distributed network architecture. There is no central unit that collects and process the information. The mechanism is completely different from the centralised network. Here the sensor nodes are responsible for sensing the data. The data is then processed by the sensor nodes itself and then the information is exchanged with other nodes in the network. However there are certain security concern that need s to be addressed while following such distributive network architecture. There are serious threats of the devices to be hacked and once a node is hacked it is possible to exploit other nodes in the network as well. once the nodes are hacked it is possible to obtain sensitive information from the nodes and based on the field of application the sensitivity of the data varies. When implementing IoT in the context of healthcare it is much more important to secure the information with proper authentication technique. The authors have proposed two phase authentication technique. In this proposed technique the authors describes the mechanism to authenticate the sensor nodes and the devices that are used for end to end communication. In the first phase the nodes generates a authentication key to be used by the communicating devices. In the next phase the communicating devices will generate another key. The key will then be verified by the communicating node and if matches only then the com munication will takes place. The mechanism, as per the authors will enhance the security of the devices and also help to authenticate the devices more securely. Lee, Alasaarela Lee (2014, February) have suggested for a authentication scheme for securing the IoT servers. The scheme is based on Elliptic Curve Cryptography (ECC) based algorithms. The authentication protocol proposed by the authors is applicable for the embedded devices that follow the HTTP protocol. The protocol makes use of the cookies generated by the HTTP protocol for authenticate the devices. The devices need the TCP/IP configuration to be connected with the protocol. The embedded devices are often limited in size and processing power. That is why the algorithm designed for the embedded system has to be efficient and it has to address the constraint that the embedded devices bring in the IoT environment. The architecture that has been proposed by the authors uses HTTP cookies which, according to the author have been optimized so that it fit in the constrained environment of embedded devices. The protocol consists of three phases namely Registration phase, Pre-computed and login phase and authentication phase. In the registration phase the devices register with the cloud servers and upon successful registration the server send back a cookie which is stored by the device. In the next phase or the Pre-computed and login phase, the device has to send a login request to login. Once the login request is accepted the device enters into authentication phase. In the authentication phase the device needs to send the cookie provided by the server during the registration phase. The server then checks if the cookie matches with the cookie provided by the server during the registration phase. The device is authenticated only if the cookies matches, otherwise error message are generated by the server. The authors claim that the mechanism is quite useful and advanced in managing authentication related issues. Solutions Based on the literature review the project finds out the following requirements: Review of the authentication issues in the IoT enabled healthcare system Design of proper authentication algorithm Review of the algorithm Comparison of the algorithms proposed by previous works Suggest the most appropriate algorithm based on the assessment of the strength and weakness of other proposed techniques by previous researchers. Future Research One of the major challenges that make the IOT environment venerable to security threats is the lack of proper security measure for the device authentication. There are lot of security issues in the IOT environment. However the prevent resource exhausting is the most concerning fact that the developers must address in order to maintain the device security intact in the IOT environment. In order to propose the effective security algorithm for the IOT devices the resource constrains must be taken care of. IOT devices are often resources limited. The devices have very limited resources in terms of processing power and storage memory. Hence the algorithm must be optimized in such a way it supports the limited processing power and storage of the IOT devices. The mechanism that has been proposed in the report has been optimized according to the resources available. The mechanism is based on the Constrained Application Protocol (CoAP) [31] and Elliptic Curve Cryptography [32]. The application protocol or is designed in accordance with the IETF working group. It provides overview about the Constrained Restful Environment (CoRE). The knowledge about the CoRE helps to define the implementation architecture that is suitable for the the sensor nodes implemented in the highly constrained environment like IOT. The CoAP protocol is highly efficient to create communication between these constrained nodes. The protocol defines the web interfaces that help to make communication between the nodes to make device communication over the connected network. In the figure 1, different protocol stack has been shown. These protocols are commonly used in the IOT environment. In order to understand the effectiveness of the CoAP protocol for the IOT environment, it is important to have in-depth knowledge about the most widely used protocol that has almost made dominance on the internet communication technology. It is known as The Hypertext Transfer Protocol or HTTP. In order to understand the reason why the HTTP protocol is not chosen for the IOT implementation, despite it being so popular and widely used for the internet communication, the drawbacks of the protocol must be clearly defined and also needs to be carefully analyzed. HTTP is basically a structured text that finds the logical link or the hyper link between the nodes that contains the text. This links are used by the protocol to facilitate communication between the nodes. With the introduction of the Internet of the things or IOT, the definition of the internet has been completely redefined. The internet is not all about the human interaction anymore. With the IOT, machines and the devices are g etting connected to the internet in a rapid rate. With the context of the internet getting redefined, the requirements for the communication are also changing. The IOT communication has some special needs which the HTTP protocol is not efficient to address. In IOT communication, the information generated by one node needs to mapped to all the nodes that participates in the communication. small packets of information must be shared in high volume due to vast amount of data generated by the devices or the communication nodes. HTTP protocol is not efficient in addressing these requirements of IOT communication. the important feature that makes the CoAP appropriate for the IOT communication is that it allow machine to take the roles of both client and server and also allows to switch between these roles whenever it is necessary. It also supports asynchronous message transfer over the protocol which follows datagram orientation. One popular example of such protocol is the UDP protocol. A n optional request or response layer is also included with the CoAP messaging for providing connection that is reliable like the Transmission control protocol or TCP. The CoAp layer has been shown in the figure 2.The operational layer is useful for the dealing with the UDP protocol as well as dealing with the asynchronous interactions between the communicating needs. A 4 byte header file is generated for minimizing the traffic due to traffic overhead. CoAP includes methods like GET, POST, PUT and DELETE which provides codes for the device to response to the communication request. The code is also necessary for reflecting the execution status for the client request. CoAP provides four different types of messages: CON Message: It means Confirmable request. When a CON message is sent by a source node, then it is the responsibility of the recipient to send the response message using the ACK or the Acknowledge message. The message is of high importance and must be treated with importance . NON Message: It refers to the message that is Non-Confirmable. Whenever a NON request is sent by the sending node, the is no need for the recipient to respond to the message. The message is not of much importance ACK Message: It refers to Acknowledgement messages. Once the sending node sends the CON message, it should be acknowledged by the recipient. However it is not sufficient to acknowledge the message by the recipient the sending node must be made aware of the fact that the recipient has received the message and it should be forwarded to the sending node. The recipient must sent the ACK message to the response of the CON message. The ACK message may also contain information about the details about the message processing. RST Message: It refers to the RESET message. Now it might be possible that during the communication there occur errors due to reason like network traffic, internet speed. Now in order to make the communicating node aware of this, the recipient of the message must send RST message. It will help the sending node to understand that error has been occurred in the communication process. in case the recipient does not make the sending node of this communication error, it will continuously send message to the recipient, it will not only increase traffic over the network, a lot of data packet will remain on the network without processing which will affect the communication between other communicating nodes connected to the same network. The RST message will help the sending node to understand that the recipient is not able to understand the message or the recipient is no longer interested in receiving the message which will help to avoid network traffic due to sharing of message without any particular pu rpose. In order to achieve security restrictions of similar level, ECC considers key of smaller sizes. Although there are several other asymmetric cryptographic keys, but the security level provided by the ECC algorithm is much better and improved. Those features provided by the other algorithms considers larger key sizes, for instance a 256-bit symmetric key must be secluded by at least 15,000-bit RSA, on the other hand, ECC uses an asymmetric key size of only 512 bits to ensure equivalent security level. This decrease in the key size makes it possible for significant cost saving and more compacted design execution. Chips that are smaller are able to run cryptographic process in a much faster rate. It also minimizes the power consumption thus increase the efficiency .these features are especially appropriate for environments where there are resource constrain issues. A comparison of key size with equivalent security levels between ECC and RSA has been provided in the subsequent section. Key size ( ECC) Key size ( RSA) Reduction ratio (approximate) 162 1024 1:16 256 3074 1:12 383 7684 1:20 512 15365 1:30 The authentication mechanism proposed here will help to implement ECC authentication mechanism over CoAP connection. These two approaches when combined will help to optimize overhead to the IOT network. It will further help in minimizing the communication as well as the pocessing power that is required to make authentication of the IoT devices. It is also effective in achieving powerful and efficient security for the IoT devices. Authentication mechanism can be passing through multiple stages. Stage1: It is the initialization phase. Here the Control system generates a private key that is used for communication with the ECC. Stage2: It is the device registration phase. It includes the pre authentication process over CoAP where IoT devices are checked if it is already authenticated or not. Control station will then checks the device ID that will help to find out whether there is a corresponding entry for it. If there is no entry of device then an ID will be generated with the help of control private key. Along with it an encrypted password will be generated which will be stored back in the IoT device. Stage3: Mutual authentication stage, IoT device use this password to generate authentication key and send it back to the control system when it is try to connect it. Control system check these key using corresponding IoT entries stored at the control system. Stage4: All traffic pass between IoT devices and control station then will be encrypted and secured against different types of attack. Figure 5 proposed authentication mechanism shows the detailed steps of proposed authentication method between IoT device and control station. Advantages/ Disadvantages (5 marks) Constrained Application Protocol can be referred to as the web transfer protocol that is specially designed in order to make it compatible with constrained devices as well as constrained networks CoAP are specially appropriate for designing protocol that implements a request/response based interaction that is implemented for communication between the endpoints of communicating nodes or the networks CoAP contains some key concepts of the Web including URIs and Internet media types CoAP happens to be very common and at the same highly reliable. It is an effective choice for the application of data transferring, especially for the IoT environment. Elliptic Curve Cryptography refers to asymmetric cryptographic algorithm. It is applied for providing security and that too with the same level as provided by RSA. However the special feature of ECC is the key size as it works with much smaller key sizes. ECC works with much smaller key sizes while providing security of higher level . Due to smaller devices and lower processing power the IOT environment is highly constrained. However ECC works finely with the constraint environment of IOT ECC has the ability to provide encryption that is highly reliable. It also helps to minimize the overhead of the IOT network. Conclusion In this paper, a thorough review has been conducted on the use of IoT in healthcare. Security issues are highly critical when dealing with the healthcare system. In order to overcome the issues authentication mechanism has been proposed. The mechanism is highly reliable. While proposing the mechanism it had been made sure that the mechanism is compatible with the IOT devices. The IOT devices have limited memory and also have limitation in terms of processing power. Hence it has been made sure that the proposed mechanism address the constrains of The proposed reliable authentication mechanism mainly depends on CoAP with ECC algorithms. Proposed method fit the requirements of IoT constrained devices. Small ECC key has reduced the calculation requirements while providing a powerful encryption better than other types of cryptography. References: Bhatt, C., Dey, N., Ashour, A. S. (Eds.). (2017). Internet of things and big data technologies for next generation healthcare. Gope, P., Hwang, T. (2016). BSN-Care: A secure IoT-based modern healthcare system using body sensor network.IEEE Sensors Journal,16(5), 1368-1376. Laplante, P. A., Laplante, N. (2016). The internet of things in healthcare: Potential applications and challenges.IT Professional,18(3), 2-4. Tyagi, S., Agarwal, A., Maheshwari, P. (2016, January). A conceptual framework for IoT-based healthcare system using cloud computing. 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Towards secure authenticating of cache in the reader for RFID-based IoT systems.Peer-to-Peer Networking and Applications,11(1), 198-208. Lopes, A.P.G. and Hilgert, L.D.O., 2017. Group authentication protocols for Internet of Things (IoT)QoS and Security Properties Evaluation. Moosavi, S. R., Gia, T. N., Rahmani, A. M., Nigussie, E., Virtanen, S., Isoaho, J., Tenhunen, H. (2015). SEA: a secure and efficient authentication and authorization architecture for IoT-based healthcare using smart gateways.Procedia Computer Science,52, 452-459.Porambage, P., Schmitt, C., Kumar, P., Gurtov, A., Ylianttila, M. (2014, April). Two-phase authentication protocol for wireless sensor networks in distributed IoT applications. InWireless Communications and Networking Conference (WCNC), 2014 IEEE(pp. 2728-2733). IEEE. Rahmani, A. M., Thanigaivelan, N. K., Gia, T. N., Granados, J., Negash, B., Liljeberg, P., Tenhunen, H. (2015, January). Smart e-health gateway: Bringing intelligence to internet-of-things based ubiquitous healthcare systems. InConsumer Communications and Networking Conference (CCNC), 2015 12th Annual IEEE(pp. 826-834). IEEE. Stallings, W. (2016).Cryptography and network security: Principles and practice. Pearson. Su, W. T., Wong, W. M., Chen, W. C. (2016, May). A survey of performance improvement by group-based authentication in IoT. InApplied System Innovation (ICASI), 2016 International Conference on(pp. 1-4). IE

Copd Care Plan free essay sample

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