African American History Research Paper - 1044 Words

African American History Research Paper The history of West Africa has its inhabitant traces is almost 6000 years ancient, but the earliest human beings who came here first were almost 12000 BCE. The enhancement in the farming took place after the arrival of a modern ancestor in the fifth millennium. After making connections with other civilizations like Mediterranean ones, the development of iron industry took place in every use of daily life. The common or traditional business of trade for them consisted of cotton, leather, metals, gold against horses, clothes, copper, salt, etc. They were modifying their lifestyles and politics as more as they were coming closer to other communities of the world (Ajayi, 1970). The Sahelian kingdoms†¦show more content†¦In the beginning, the slaves brought to England were regarded as the housekeepers or obligated workers. Africans were captured by foreigners and locals like they were not humans and were brought to the outside world for trade. Here they were sold to perform different jobs as their master may require. They were sold to work in the fields of cocoa, coffee, tobacco, sugar, rice and were also forced to do work for industries and mines. But in about 17th century all this has gone worse than the past as masters hardened the slaves and the children of their slaves were also slaves to them legally. They could be sold like goods to anyone at any time. To break the chains of slavery Africans were trying hard and many foreigners were with them in bringing many revolutions in this regard. In England 1741, Negro Election Day started which was one of those steps of African toward freedom. The reason behind this day was the participation of black representative in a local election and their traditional costumes, dances, food, and parades were made on this day. They had the right to vote, which was not given in the past. Same like this was the Pinkster Day celebrated as a religious festival by the locals, but the Africans use it as a holiday to catch up with families and friends and have rest from tiring work routine. African Americas were not allowed to join Armed Forces but after the proclamation made by President Lincoln in 1862; blacks can also become the part of the army.Show MoreRelatedAfrican-American History Research Paper1812 Words   |  8 Pages: Question 1: Utilizing specific examples from both books, explain how the actions of African Americans damaged the institution of slavery and ultimately led to its demise. African Americans damages the institute of slavery by escaping and participating in rebellions. On average, 1,000 slaves escaped per year. They wanted freedom so bad that they took the chance of being caught and whipped by their masters. Harriet Tubman was a slave who ran away and returned to plantations several timesRead MoreCivil War Movement : Martin Luther King Jr Malcolm X1212 Words   |  5 Pages Research paper History 11.21 December 23, 2014 Civil War Movement: Martin Luther King Jr/ Malcolm X Many years after blacks had received citizenship and the right to vote there was still much bias against them. Because of their skin color African Americans hadn’t been treated fairly and did not have the same rights as whites. In theRead MoreEthnic And Of The United States935 Words   |  4 Pagesare living in it without giving control to big powers that can decrease the representation of the people. They placed laws in making the American constitution that protect all the people of America. However, these amendments were mostly protecting the White Americans which not approved to Native Americans, Asian Americans, Latin Americans, and African Americans. Laws and amendments kept being added to the constitution so that the rights of every person who lives in the United States remains protectedRead MoreEssay about Race Assignment787 Words   |  4 PagesChris Lankford History Report on Race 24 March 2012 For purposes of this paper, I am choosing African American, and also choosing to write this paper from the view point of someone that is this group and is writing a letter to someone outside of the group. Dear Preston, I’m writing you to inform you of the history of my racial group and also to inform you of some of the steps and process’s that our government has implemented to help out this racial group. I hope that this letter reachesRead MoreHow Black Codes And Jim Crow Laws1605 Words   |  7 PagesAlready Knew and What I Wanted to Know For my research topic I chose â€Å"Black Codes and Jim Crow Laws.† I chose this topic because I have heard about Jim Crow Laws many times through television, books, and history classes but never in depth. I wanted to know more about the topic, along with black codes, which I have never heard about and didn’t know existed. Choosing this topic allowed me to gain more knowledge on both of these topics. Before this paper, my knowledge of Jim Crows laws was that theyRead MoreHistorical Report on Race Eth/125 Essay904 Words   |  4 Pagesletter that you were writing a research paper on the African American history in the United States, and you were hoping I could share some of my experiences and knowledge of my race for your paper. I would love to offer my insight to you for your research. You may be surprised to find out that the first Africans came to North America a full year before the Mayflower ever landed at Plymouth Rock. The first slave cargo arrived in Williamsburg, Virginia in 1619 with Africans that forced to aid in theRead MoreThe Impact Of History And Counseling Theories1046 Words   |  5 PagesThe Impact of History and Counseling Theories We are in a time where countless individuals are under extreme forms of stress, etc. The National Alliance on Mental Health cites nearly Approximately 1 in 5 adults in the U.S., or 43.8 million, experiences mental illness in each year. Minority growth is increasing at a rapid pace in the United States. There is a growing need for culturally competent, sensitive therapists can interact with various diverse ethnic groups, LGBTQ, and the disabled. UnfortunatelyRead MoreThe Black Panther Party : A Decade Like The Sixties1708 Words   |  7 Pagessolutions. A lot of different life changing events and organizations were taken place in the sixties. One major organization that took place in the sixties was The Black Panther Party. The major goal for this organization was to protect the African Americans and provide them with equal rights and opportunities. The Black Panthers used violence to get what they want. When The Black Panthers Party was formed there was a lot going on at the time. The creation of The Black Panthers was the result ofRead MoreComparative Article On Slavery During The Monument Of Commemorating Africa Slavery From A Politics Perspective938 Words   |  4 PagesComparative Article Paper Slavery is a contentious topic for scholars. Authors of both two articles discussed in this paper focus on different issues related to slavery, while they get access to issues on slavery from various perspectives. On the one hand, Alderman examines the inscription in the monument of commemorating Africa slavery from a politics perspective. On the other hand, Lambert discusses the development of Atlantic slavery in the historical geographic areas. In this paper, I aim to focusRead MoreRace, Hegemony, and Cultural Participation1699 Words   |  7 Pagesexperiences and perspectives within a society and a culture. This paper will outline some of the experiences of African American women through American history. The paper connects sociological theories as a way to explain and contemplate hegemony, equality, and social relations. The paper analyzes two quotations from real and fictional characters that aptly circumscribe their experience in relation to White American hegemony. The paper concludes that theories such and Hegemony Theory, Functionalist

Mark s Student Profile And Case Study Essay - 1833 Words

Mark’s Student Profile and Case Study Nicole Barrett, Jaime Bell, Danielle Burns, Kristel Gallagher, and Brianne Panebianco Background Information: Mark Freeman is a nine year old fourth grade third month male student at Bill Clinton Elementary School. Mark was born on July 29, 2005. Mark is in a general education classroom, but is having difficulties in the areas of reading and writing. Marks classification is a specific learning disability in reading and writing. Mark’s health has always been in the normal range with no vision, hearing, or motor difficulties. Academic Information: Mark is a fourth grader in a general education classroom. The reason for this initial evaluation was that he was displaying difficulties in reading - especially vocabulary, reading, and comprehension – and in writing mechanics. He was given a variety of tests to evaluate his academic performance. A speech-language pathologist gave Mark the Test of Language Development-Intermediate: 3 (TOLD-1:3) to test different components of his spoken language skills. Mark performed within the average range on all the subtests. A school psychologist administered the Wechsler Intelligence Scale for Children III, in which Mark performed within the average range. His standard score for Verbal IQ was 92, for Performance IQ he received a standard score of 107, and he got a standard Full Scale IQ score of 102. The special education teacher administered both the Woodcock-Johnson Psycho-EducationalShow MoreRelatedDiploma In Computing (With Strands In Software Development1316 Words   |  6 Pages NQF Level 6 (12 credits) Assessment 1 CASE STUDIES ASSIGNMENT (v2) Final Result: _______________ Assessor Signature ___________________ Student Name Student ID Student Signature Assessor DATE :- 13/03/2017 MARKING SCHEDULE Student Name: Case Study 1 - Question number: Possible Marks: Student Marks: 1 3 2 5 3a 3 3b 3 4 12 5 18 6 16 Sub-total: 60 Case Study 2 – Question number: Possible Marks: Student Marks 1 11 2 5 3 5 4a 4 4b 4 4c 4 5 7 Sub-total:Read MoreNotes On Marketing Management Course Code Essay1428 Words   |  6 PagesBranch: Riyadh Program: Faculty of Business Studies Course Title: Marketing Management Course Code: BE200 Student Name: Saad Mohammad Hanif Student ID: 101301731 Section Number: 1201 Tutor Name: Dr. Sultan Al-Sajjan Total Mark: Awarded Mark: Mark details Allocated Marks Questions Q1 Q2 Q3 Total Weight 35 30 35 100 Marks Marks deduction Criteria Presentation Referencing Word Count E-Library Total Up to 5 5 5 5 20 Marks 100 Student’s Total Mark /100 Notes on plagiarism: A. AccordingRead MoreAnalyzing Various Factors That Drive Learning Analytics Essay1489 Words   |  6 Pagesdriven Data analytics in Cloud [4] Jie Zhang [4] In this paper [4], the authors propose a framework for course management system. With this framework, the students’ usage of eLearning system along with access pattern can be studied with respect to time. Based on the predicted results, the course manager may customize the material for individual students, determine effective learning methods and also come to know the preferred learning devices. The framework mainly comprises of Data Infrastructure andRead MoreUniversity Of New York : Study And Personality Impressions1344 Words   |  6 PagesFacebook Info Page Study and Personality Impressions Lesly Cabrera City College of New York Study purpose and rationale It is said that one can tell a lot about a person by looking at their Facebook page. People find them selves looking at other individuals Facebook profiles and consciously or unconsciously make assumptions of the individual’s personality. This research conducted by Zorana Ivcevic and Nalini Ambady from Tufts University, examines exactly that and serves two main reasons. The firstRead MoreThe United States And Dependence On Technology1174 Words   |  5 PagesThe United States and Their Dependence on Technology Beginning in the early 1990’s there has been a notable increase in technology. As technology has become easily accessible it has caused a disconnection between family, personal health consequences, and education scores to decrease. The tech-era has grown a generation known as â€Å"generation Zuckerberg†, and unfortunately this era is not helping society as planned. There is always a sacred time when digital devices should not be used. Bosses haveRead MoreUsing Technology to Increase Academic Success1277 Words   |  6 PagesHow Using Technology Can Increase Academic Success Distance education has become one of the more prominent forms of study due to the ever-changing technology offered to this modern era of students; Technology has thoroughly improved academic success. Distance education has a glorious history that can be traced back to its roots in the early 1840’s. â€Å"It was Sir Issac Pitman, the English inventor of shorthand, who in 1840 devised his concept to offer education courses by mail, who, in a historicalRead MoreStrategic Capital Management, Llc (a)1312 Words   |  6 Pages9-202-024 REV: APRIL 8, 2002 MARK MITCHELL TODD PULVINO ERIK STAFFORD Strategic Capital Management, LLC (A) On December 9, 1998, Elena King contemplated her first investment as a hedge fund manager. In only a few months, Elena had raised $20 million for her new fund, Strategic Capital Management, and was looking forward to putting the money to work. Based on recent comments by high-profile analysts such as Henry Blodgett of Merrill Lynch and Mary Meeker of Morgan Stanley, Elena thought thatRead MoreFactors Affecting Academic Performance4154 Words   |  17 PagesVolume 3. Number 1. January 2006. FACTORS AFFECTING STUDENTS’ PERFORMANCE A Case Of Private Colleges Syed Tahir Hijazi1 and S.M.M. Raza Naqvi2 Abstract: Many empirical studies are carried out to explore factors affecting college students’ performance. The focus of this research is that student performance in intermediate examination is associated with students’ profile consisted of his attitude towards attendance in classes, time allocation for studies, parents’ level of income, mother’s age and mother’sRead MoreSocial Medi A Virtual Stage1218 Words   |  5 PagesThe online world is often referred to as a virtual stage, a theatre. This is why it is believed that, â€Å"social media surely change[s] identity performance† (Jurgenson). Opening and being active on multiple accounts is like putting together a whole showcase with each account being a separate performance. Those of us who are connected to the online world are, â€Å"aware of being an object in others’ eyes† (Jurgenson). Because people know that they are always being watched, they are predictable; their onlineRead Mor eAmerican University Students Struggle With Mental Health1536 Words   |  7 Pagesuniversity students struggle with mental health. Colleges and universities have a unique responsibility to care for the young adults living on campus. Throughout the last decade, universities have changed their mindset to limit their legal liability in almost every instance, often removing agency from students and instilling a lack of trust. In prioritizing trust among students, professors, and university administration, the stigma that surrounds mental health can dissipate, which allows students to take

Context of Disorders of Consciousness †Free Samples to Students

Question: Discuss about the Context of Disorders of Consciousness. Answer: Introduction This assignment will analyse case study 2, which explains the experience of Camilla when caring for Sam in the inner-city hospital. This paper will analyse the case study based on ethical theories, ethical principles, virtues ethics and professional requirements. Firstly, it has identified the abusive character of Sam and the application of restraints as the main ethical issues. Secondly, the ethical issues will be discussed from the perspective of deontology and egalitarianism as the alternative perspective. Thirdly, it will discuss the ethical issues in relation to respect for human dignity and human rights, my future professional code of ethics/conduct management, utilitarianism and three healthcare ethics including beneficence, non-maleficence and the respect for patient autonomy. Finally, it will recommend how health professionals can address the health issues. The first ethical issue in the selected case study is the abusive character of Sam. According to the case study, the medical team arrives to find Sam verbally abusing Camilla. The abusive behaviour triggers a negative feeling in providers especially when the patient appears inconsiderate. From an ethical perspective, Sam and Camilla have competing rights. There is the right of the provider to be safe and deliver care without danger and the right of Sam to receive the best possible treatment. In this case, there is no balance between these two rights. Literature suggests that health care providers experience violence often. Health professionals assert that it is demoralising to experience verbal abuse from patients (Stellenberg Dorse, 2014). The second ethical issue in this case study is placing Sam in restraints without addressing his concerns or accessing his condition. In fact, Julia argues that patients like Sam are a waste of time. This act can be termed as negligence since Sam requires treatment without discrimination. The public health ethics is instituted on a societal responsibility to protect and promote the health of the entire population (Buchanan, 2008). The ethical issues arise because there is a conflict between the duty to care vs. self-protection. Camilla seems concerned about the condition of Sam and is willing to perform her duty to care. On the other hand, Camilla is concerned about the safety of the other patients. A clear ethical perspective on the issues The ethical perspective on the ethical issues identified in the case study is deontology. The deontological ethics focus on the rightness or wrongness of an action, rather than the rightness or wrongness of the implication of that action. Based on the Kant perspective, some duties are absolute (Misselbrook, 2013). Hence, based on deontology, the goodness or badness of an action depends on whether the action that brought it was right or wrong (Morrison et al., 2014). Julia should not have recommended Sam to be placed in restraints and left unattended. Attempting to deliver care to Sam is more important than discontinuing the treatment. This kind of harm is unacceptable regardless of its consequence. In cases, the action may be appropriate for the patient but might not produce good results. The principle of deontology is encouraged in medical practice, and hence the relationship between a health professional and a client should be deontological. In the case study, placing Sam in constr aints is negligence and a breach of deontology management(Mandal et al., 2016). The right choice in an ethical situation is its conformity with a moral norm. Although autonomy is paramount in medical practice, Sam should have restrained himself from abusive and violent behaviour. Conclusively, the perspective of deontology requires providers to do good to all patients. The alternative perspective is the egalitarianism principle. Egalitarianism proposes equality of something and hence involves comparing two things. In the health context, egalitarianism is defined in terms of equal outcomes for different patients. As such, treatment should be equalised for patients across the population to realise equal outcomes (Absolo Tsuchiya, 2014). Individuals, who apply the egalitarian principle, favour equality of some kind. They note that people should receive same or be treated the same or as equals. This doctrine is founded on the background that all humans are equal in fundamental moral or worth status. Based on this principle, Sam should have been offered same treatment as the other patients regardless of his situation. Egalitarians hold five basic principles that guide their thoughts as well as actions. Firstly, egalitarians think that inequitable life prospects have to be equalised. Secondly, they hold that equality is among the most vital constructive or irreducible worth of justice. Thirdly, the welfare of individuals should be improved. Fourthly, that social justice is comparative. Fifthly, that unfairness occurs when advantages are denied in the name of promoting justice. Finally, that there are particular absolute humanitarian concepts such as autonomy and human dignity. As a result, the primary aim of equality is to compensate for individuals with difficult family conditions or poor endowments (Ekmeki Arda, 2015). Julia should thus advocate for the treatment of Sam because he is experiencing a challenging situation. Discuss the ethical issues from the perspective of: Human rights, including the right for every person to obtain the highest attainable standard of health, are founded on enhancing and promoting human dignity. As such, human rights and human dignity are directly related. The universal declaration of human rights (UDHR) recognises the intrinsic dignity as well as the equal and indefeasible rights of all people as the foundation of human rights (Chapman, 2015). Human rights are directly related to health (Freegard, 2012). Based on this analysis, Julia failed to observe human dignity and human rights by suggesting that Sam should be placed in constraints. Human right is profoundly linked to the concept of human rights. Due to this connection, health professionals cannot promote human rights without promoting human dignity. The concept of human rights is thought to be the basis of human rights. Health professionals have the challenge to observe human rights as well as human dignity since the patient might be restricted in expressing their dignity. A patient may be restricted to express their dignity because of their illness (Jones, 2015). Sam might be restricted to express his dignity because of his condition and the experience of substance abuse. Inhumane treatment of patient limits their right to receive the best possible care. For instance, restricting Sam would prevent him from receiving care. Human rights further protect the right of a person against discrimination, which has been applied towards Sam. Most professions contain, at least implicitly, a professional morality with standards of conduct that are acknowledged by those in the profession (Beauchamp Childress, 2012). The case study has triggered the need to observe professional codes of ethics, professional codes of conduct and legal requirements. In my future practice, I would value the quality of care for every patient, respect and kindness for others. Valuing the quality of care entails nurses embracing accountability for the standard of care delivered, assisting to improve the standard of care and taking action when the standard of care is unacceptable (Australian Nursing and Midwifery Council, 2008). The nursing role, in this case, includes the role to question and report unethical treatment and behaviour. In the case of Sam, I would report his unethical behaviour and also question the unethical action taken by Julia. On the other hand, valuing respect for others entails valuing the moral worth and dignity of others. K indness demonstrates acts of gentleness and consideration for others. I would be considerate when taking the vital signs of Sam and attempt to understand his situation. On the professional code of conduct management, I would observe the conduct statement four according to the NMBA. This conduct statement requires nurses to respect the dignity, values, culture, ethnicity and beliefs of people getting treatment and care. Besides, nurses should promote the interest of the patients and offer care without inflicting any harm. Based on the professional code of conducts and ethics, my future practice would be guided by the virtues of gentleness, compassion, humaneness and considerateness. One ethical theory I have studied in this unit In this section, I will use the ethical theory of utilitarianism to analyse the ethical issues in the case study. The utilitarianism theory is also referred as consequentiality since the result of an action determines its morality (Tordjman, 2017). Utilitarians select a decision that would result in the greatest benefit for a large number of people. In the case study, Julia decided to have Sam placed in constraints so that the available staff would focus on caring for the other patients. Julias decision might cause harm to Sam, but the result would be a maximum benefit since the staff would care for other patients who are cooperative. Literature suggests that utilitarianism is founded on the calculated harm or benefits for a decision (Petrini, 2010). Utilitarianism can either be rule utilitarianism or act utilitarianism (Playford, 2015). Act utilitarianism occurs when a decision is made after the potential harm and benefit are calculated. This kind of utilitarianism results in a good outcome. Current and past evidence might be used when determining the plausible benefits and harms of an action. However, resources and time are wasted when this kind of decision-making process is adopted. Contrarily, in rule utilitarianism, a decision is made without considering the potential benefits or harms. The situation portrayed by Camilla indicates that the harms and benefits of placing Sam in constraining were not considered. The principles of health care ethics that apply to the ethical issues in the case study are beneficence, respect for patient autonomy and non-maleficence. Julia failed to promote the principle of beneficence when reviewing the issue of Sam. Beneficence is considered to mean doing good and the promotion of charity and kindness. Also, it is considered as an action that is done to benefit others. In medical ethics, beneficence is the principle of requiring that providers deliver positive benefits like good health and prevent harm. Under beneficence, health professionals must assist patients physically, morally and psychologically (Mawere, 2012). Non-maleficence is another health care principle that is depicted in the ethical issues. Non-maleficence implies "first do no harm". This principle can be achieved by careful decision making based on the presenting situation (Avasthi, 2013). In the case of Sam, it is evident that the virtue of non-maleficence was ignored. Camilla expressed her concerns that Sam might hurt himself due to the decision made by Julia. The last health ethics that applies to the ethical issues is the respect for patient autonomy. Respect for patient autonomy allows patients to make decisions about the treatment they will receive (Entwistle, 2010). All decisions should involve the patient since they are the ones who would be affected. In the selected case study, Sam was not involved in the decision-making process. Recommendations for professional practice Health professionals experience numerous challenges when managing violent and verbally abusive patients. In the case study two, the health professionals should identify the root cause of Sams behaviour and work to address it. Verbal abuse in a healthcare setting should be viewed as a symptom of the problem. For instance, Sam has a history of substance abuse, which might be the cause of his behaviour. The providers can acquire robust skills in conflict resolution. Additionally, they require dedicated personnel in the inner-city hospital which can be called to help resolve heated conflicts. In the current situation, the health professionals should attempt to establish a balance between the need for the safety of the health provider and the right of the patient. Thus, they should try to negotiate and compromise to accommodate Sam in the hospital. The hospital administration can also adopt zero tolerance workplace principle (Morrison et al., 2014). The safe environment should however not be compromised in the facility. Conclusion As discussed in this paper, the abusive character is a major ethical issue in the healthcare settings. The application of constraints for a patient who requires investigation for acute abdominal pain is also an ethical issue. These ethical issues can be solved by establishing a balance between the respect for patient autonomy, the duty of care and safety of the provider. In my future practice, I would observe the virtues of gentleness, compassion, humaneness and considerateness. This paper recommends the inner-city hospital to have dedicated personnel who can solve conflicts. The health professionals can also acquire robust conflict resolution skills to help in caring for verbally abusive and violence patients such as Sam. References Absolo, I., Tsuchiya, A. (2014). Egalitarianism and altruism in health: some evidence of their relationship. International journal for equity in health, 13(1), 13. Australian Nursing and Midwifery Council (2008). Code of ethics for nurses and midwives in Australia. ACT: Australian Nursing and Midwifery Council. Avasthi, A., Ghosh, A., Sarkar, S., Grover, S. (2013). Ethics in medical research: General principles with special reference to psychiatry research. Indian journal of psychiatry, 55(1), 86. Beauchamp, T. L., Childress, J. F. (2012). Principles of Biomedical Ethics (7th ed.). New York: Oxford University Press ?Berglund, C. (2012). Ethics for health care. (4thed.). South Melbourne: Oxford? Buchanan, D. R. (2008). Autonomy, paternalism, and justice: ethical priorities in public health. American Journal of Public Health, 98(1), 15-21. Butts, J. Rich, K. (2016). Nursing Ethics: Across the Curriculum and Into Practice. (4thed). Burlington MA: Jones Bartlett Learning Sydney: The Federation Press. Chapman, A. (2015). The Foundations of a Human Right to Health: Human Rights and Bioethics in Dialogue. Health Human Rights: An International Journal, 17(1). Ekmeki, P., Arda, B. (2015). Luck Egalitarianism, Individual Responsibility and Health. Balkan medical journal , 32 (3), 244-254. Entwistle, V., Carter, S., Cribb, A., McCaffery, K. (2010). Supporting patient autonomy: the importance of clinician-patient relationships. Journal of general internal medicine , 25 (7), 741-745. Freegard, H. (2012). Ethical practice for health professionals. (2nded.). Melbourne: Cengage. Available at: https://ebookcentral.proquest.com/lib/acu/detail.action?docID=4814208 ? Jones, D. (2015). Human Dignity in Healthcare: A Virtue Ethics Approach. The New Bioethics , 21 (1), 87-97. Mandal, J., Ponnambath, D., Parija, S. (2016). Utilitarian and deontological ethics in medicine. Tropical parasitology , 6 (1), 5. Mawere, M. (2012). Critical reflections on the principle of beneficence in biomedicine. Pan African Medical Journal, 11(1). Misselbrook, D. (2013). Duty, Kant, and deontology. Br J Gen Pract, 63(609), 211-211. Morrison, E. E. Furlong, B. (2014). Health Care Ethics: Critical Issues for the 21st Century. (3rdEd.). Sudbury. MA: Jones and Bartlett. ? Petrini, C. (2010). Theoretical models and operational frameworks in public health ethics. International journal of environmental research and public health , 7 (1), 189-202. Playford, R., Roberts, T., Playford, E. (2015). Deontological and utilitarian ethics: a brief introduction in the context of disorders of consciousness. Disability and rehabilitation , 37 (21), 2006-2011. Stellenberg, E. L., Dorse, A. J. (2014). Ethical issues that confront nurses in private hospitals in the Western Cape Metropolitan area. Curationis, 37(1), 01-09. Tordjman, G. (2017). Issues in Bioethics: A Brief History and Overview. Issues in Bioethics , 1-77.

What is the offering concept free essay sample

An offering consists of the benefits or satisfaction provided to target markets by an organization. It consists of a tangible product or service (a physical entity) plus related services (delivery and setup), brand name(s), warranties or guarantees, and packaging. Focusing on the term offering rather than just the product or service forces the marketer to go beyond the single tangible entity being marketed and to consider the entire offering, or extended product or service. When the focus is on the benefits and satisfaction offered it establishes a conceptual framework. Marketers can then potentially use this framework to analyze competing offerings, identify the unmet needs and wants of target markets, and develop or design new products or services. Offerings illustrate not only the buyer needs served, but they are also the types of customer groups sought and the means for satisfying their needs. Dr. Pepper/Seven Up are consistently ranked among the top-ten soft drink brands in the United States as measured by market share. We will write a custom essay sample on What is the offering concept? or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Their biggest competitors are Coca-Cola and Pepsi-Cola. Within the citrus-flavored soft drink category Squirt competes with; Coca-Colas Mello Yello and Surge, Pepsi-Colas Mountain Dew, and Sundrop marketed by Dr. Pepper/Seven Up. The Squirt Brand, a product of Dr. Pepper/Seven Up, Inc. , has had a recent dip in case sales volume. Some potential causes of this dip could come from a growing Hispanic community in markets where Squirt was popular. This issue means that Dr. Pepper/Seven Up, Inc. , should review their current offering and determine what the unmet needs or wants are of the target market. In this case, the research has shown that a potential problem could lie in the recent growth of the Hispanic community and maybe the advertisement of the Squirt Brand is not reaching this market. Once the unmet needs or wants are identified the organization will need to develop a plan to get the awareness of the brand out there and show the target market how the Squirt Brand will benefit the consumer. This not only includes the packing and distribution but, the Squirt brand management team should find a way to create an emotional link through advertisement. This emotional link could be met by reminding the target market of Hispanics from Mexico about Squirt. Research had shown that Squirt was already available in Mexico, but not through Dr. Pepper/Seven Up. This link however, could possibly leverage the popularity of the Squirt Brand in the United States if the advertisement of the offering is out there and visible to the target market. All of these factors must be consider with the offering concepts for Dr. Pepper/Seven Up, Inc. , especially concerning the Squirt brand. The changing demographics of the United States means the wants and needs that were previously being met will need to be updated to ensure the largest target markets wants and needs are met which will benefit the organization by increasing Squirt case sales volume. These unmet wants and needs could affect everything from advertising to distribution to the packaging of the product. Bottom of Form 2. How would you characterize the competitive situation for Dr. Pepper/7up, Inc. and Squirt in the U. S. carbonated soft drink industry? In 2000, Americans consumed 53 gallons of soft drinks per person, compared with about 47 gallons in 1990. This increase came from population growth compounded by rising per capita consumption. The increase produced an estimated $60. 3 billion in carbonated soft drink retail sales in 2000. Within the soft drink industry in the United states there are three major participants. They are concentrate producers, bottlers, and retail outlets. Concentrate producers manufacture the basic flavors for sale to bottlers, which add a sweetener to carbonated water and package the beverage in bottle and cans, which are then sold to retailers. The three major concentrate producers in the United States are; The Coca-Cola Company, The Pepsi-Cola Company, and Dr. Pepper/Seven Up, Inc. The bottlers are able to meet the target more locally whereas the concentrate producers tend to focus more on the brand as a whole or nationwide. These advertising and promotion programs can however, be negotiated (R. Kerin amp; R. Peterson, 2010). Reference: Kerin Roger A. , Peterson Robert A. , (2010) Strategic Marketing Problems, Twelfth Edition. Upper Saddle River, NJ: Pearson Education, Inc. Bottom of Form 3. What are the possible new offering decisions for Squirt Brand? The Squirt Brand was presented with new offering decisions dealing with Squirt Brand. Cadbury Schweppes PLC acquired the brand in 1994 and addressed Squirts positioning with Foot, Cone, amp; Belding (FCB). They all agreed that Squirts unique thirst-quenching attribute should be the dominant dimension upon which to build the brand. When Cadbury Schweppes PLC acquired Dr. Pepper/Seven Up, in 1995, they asked FCB to revise its creative strategy. Squirt did a revision to focus on every day, on-the-go experiences. In 2000, Coca-Cola introduced Citra and again Squirts positioning and creative execution was revisited but, no changes were made. After a consumer research in 2001, Squirts brand management team requested the formal positioning. However, prior to deciding on a new offering the marketers must consider and monitor target markets and the offerings to determine when the new offerings should be introduced and if existing offerings should be modified or eliminated. When considering new offerings, three questions need to be answered. First, how consistent is the new offering with existing offerings? Second, does the organization have the resources to introduce and sustain the offering? Third, is there a viable market for the offering? The new offerings presented by FCB included refining Squirts target market and positioning. FCB recommended that Squirt target multicultural, 18- to 24-year-olds who were in that transition stage into adulthood but, still want to make the most out of life, work hard, and play even harder. They presented the following formal positioning statement: For young multicultural adults who thrive on the excitement and spontaneity of living up to the max, Squirt citrus soda fuels your thirst for living life loud, with an exhilarating taste thats powerfully thirst-quenching. This statement continued to emphasize Squirts thirst-quenching benefit but, changed the target market due to the large and growing Hispanic population in the U. S. Kate Cox, the brand manager at Dr. Pepper/Seven Up, Inc. , reviewed the information provided by FCB and asked Jaxie Stollenwerck, the associate brand manager, to prepare a profile of Hispanic and African American consumers in the U. S. Upon the completion of Jaxies research, Kate assembled the Squirt brand management team to discuss and to begin drafting the annual advertising and promotion plan for Squirt. She emphasized that her strategic intent was to lay a solid foundation for Squirts future growth with the current years advertising and promotion plan. Since, FCB focused on market targeting and positioning she wanted to present the possible offerings first. After all the research she concluded there were three general options that existed. First, they could stay with the present market targeting and positioning strategy. Second, they could proceed with the market targeting and positioning strategy recommendation made by FCB. Third, they could develop another market targeting and positioning strategy, which might or might not include elements of the current and recommended strategy. She wanted to ensure the brand management team considered what role the multicultural market for carbonated soft drinks, the grapefruit/citrus category, and Squirt played in formulating a market targeting and positions strategy and implementing the advertising and promotion plan for all the possible offerings decisions. Also, when focusing on the offerings a few other options and/or variables needed to be considered. First, how will a multicultural marketing mind-set guide the overall planning process itself. Second, if they choose to focus on multicultural 18- to 24-year-olds, what might they need to do differently than if they simply focused on 18- to 24-year-olds in general or even stay with their current target 18- to 34-year-olds (R. Kerin amp; R. Peterson, 2010). Reference: Kerin Roger A. , Peterson Robert A. , (2010) Strategic Marketing Problems, Twelfth Edition. Upper Saddle River, NJ: Pearson Education, Inc. Bottom of Form 4. Given your assessment of the competitive situation, what are the pros and cons of: (a) continuing Squirts present market targeting and positioning approach and (b) adopting the recommendations made by Foote, Cone amp; Belding? The competitive situation for Dr. Pepper/Seven Up, Inc. , places them as third when it comes to carbonated soft drinks. They only have two carbonated soft drink brands in the top-ten brands which does not include the Squirt Brand. Squirt competes with Coca-Colas Mello Yello and Pepsi-Colas Mountain Dew in the citrus-flavored soft drink category. When it comes to carbonated grapefruit soft drinks the Squirt Brand ranks the highest. If Squirt continues with its present market targeting and positioning approach their total case sales volume will continue to decrease. This could be based on the significant change in the target market over the past few years and the expected continuance of change that is projected to occur. The change is due to an increase of the Hispanic demographic group that Squirt may not be currently marketing to through advertisements and promotions. However, they do have loyalty to the consumers that are purchasing Squirt over other carbonated soft drinks. This consumer base though is not producing the case sales volume that Squirt needs to be competitive with other soft drink brands that are in the citrus-flavored market such as, Coca-Cola who produces Mello Yello and Pepsi-Cola who produces Mountain Dew. In 1999, Squirts case sales volume was 56 million with a decrease to 54. 6 million in 2000. Compared to Mountain Dews case sales volume increase of 16. 8 cases from 1999 to 2000. These statistics show that the pros to continuing to use the current approach and positioning do not outweigh the cons and therefore, Squirt needs to consider some other approaches to remain competitive in this market. However, the pros also do not outweigh the cons of the recommendation by Foote, Cone amp; Belding (FCB). If Squirt adopts the recommendation made by FCB in its entirety they are faced with losing their current customer base or even potentially constricting Squirts target market by focusing only on a particular group of people. A pro of this recommendation however, is that it does capture the growing demographic segment of the United States. This demographic segment is only expected to continue to grow and if the new approach and positioning is successful there is a potential for a dramatic increase in case sales volume over the next few years. This does however, present the problem of limiting the target market and possibly requiring another formal positioning review to be conducted in the near future to determine if repositioning is required. Repositioning is needed when a product, service, brand or organization is no longer competitively sustainable or profitable. This takes time and money and considering that Squirt is roughly ninth in the company brand portfolio the Squirt brand management team needs to ensure they take the correct approach and position with their product. The best approach for Squirt would to keep eliminates of each position that would benefit the Squirt brand and combine them to effectively meet all target market needs and wants. Maintaining a commitment to an already loyal customer base but, also equally romoting the brand to a new target market to increase the consumer knowledge of the brands benefits and satisfaction successfully meet the goals of the Squirt brand management team, as well as, the Dr. Pepper/Seven Up, Inc. , as a whole (R. Kerin amp; R. Peterson, 2010). Reference: Kerin Roger A. , Peterson Robert A. , (2010) Strategic Marketing Problems, Twelfth Edition. Upper Saddle River, NJ: Pearson Education, Inc. Bottom of Form 5. Might another market targeting and positioning approach be developed? If so, what would this approach look like, and why would it be preferable? Another market targeting and position approach for Squirt to take would be to combine the current and the recommended strategy of Foot, Cone amp; Belding (FCB). This would be a preferable approach because instead of focusing on the Hispanic group and decreasing the age segment from 18- to 34-year-olds to 18- to 24-year-olds it would place more of an emphasis on the growing Hispanic population but, also still attract the age group they currently serve has a target market. There is also the possibility of making the age range larger by focusing some promotions or advertisements towards even younger customers. This doesnt eliminate Squirts current customers but, also adds to the target market they are trying to reach. The relative youthfulness of the Hispanic population is reflected in its population under age 18 and its median age. The population in the United States under 18 in 2000 was 25. 7 percent and 35 percent of Hispanics were under 18. The median age for Hispanics was 25 and 35. 3 years for the entire United States population in 2000 therefore, if the target market is 18- to 24-year-olds as recommended by FCB then Squirt would be missing a large portion of the United States population as a whole and within the Hispanic population. This could possibly work against what Squirt is trying to achieve and potentially limit the target market to the point of even causing a decrease in case sales volume. If Squirt began focusing a few more promotions in the Hispanic communities around the United States, such as in New York, California, Arizona, and Texas but, also continue to remain committed to the market they currently serve I believe there would be an increase in case sales volume. Squirt could also even begin promoting to target markets beginning with a ounger age range since a large percentage of the United States population is under 18 including 35 percent of Hispanics. This is a target market Squirt should consider since the Hispanic population is only expected to continue to grow. Younger consumers may be an area for Squirt to consider also because teens and young adults are generally heavier consumer of regular soft drinks. This information is vital because research has shown that this is the primary audience for the soft drink market because taste and brand preferences are formed between 12 and 24 years of age. Targeting a younger age range could encourage brand loyalty that would create a deep psychological bond with the Squirt brand which consumers could continue to purchase throughout their life. This is preferable because not only will Squirt continue to remain committed to their current consumer market but, it will also open up the doors to a Hispanic community as well as younger consumers. The purpose of the FCB formal positioning review was to determine possible causes for the decrease in sales. Rather than ditching their current approach and position completely, if Squirt implemented a few recommendations from the FCB they would lay a solid foundation for Squirts future growth (R. Kerin amp; R. Peterson, 2010). Reference: Kerin Roger A. , Peterson Robert A. , (2010) Strategic Marketing Problems, Twelfth Edition. Upper Saddle River, NJ: Pearson Education, Inc. Bottom of Form 6. Where does Squirt Brand get its brand equity from? Explain your answer. Brand equity is the added value a brand name bestows on a product or service beyond the functional benefits provided. It has two distinct marketing advantages for the brand owner. First, brand equity provides a competitive advantage and second, consumers are often willing to pay a higher price for a product or service. Brand equity is represented as the premium a consumer will pay for one brand over another when the functional benefits provided are identical. However, brand equity is not easy to develop and consists of four steps. First, is to develop positive brand awareness and an association of the brand in consumers minds with a product class or need to give the brand an identity. The Squirt Brand began in 1938 and with World War II the low sugar content appealed to bottlers because of the restriction on sugar rations. In 1977, Squirt was purchased by Brooks Products, and they reformulated squirt, updated the logo, and positioned the brand as a mainstream soft drink. Second, a marketer must establish a brands meaning in the minds of consumers. Meaning arises from what a brand stands for and has two dimensions-a functional, performance-related dimension and an abstract, imagery-related dimension. Comparing this definition to the Squirt Brand, the brands meaning is thirst-quenching that benefits average every day, on-the-go adults. When establishing brand equity the third step is to elicit the proper consumer responses to a brands identity and meaning. This brings attention to how the consumers think and feel about a brand. Thinking focuses on the brands perceived quality, credibility, and superiority relative to other brands. Feeling relates to the consumers emotional reaction to a brand. In mid-1995 the Squirt Brand revised its creative strategy to focus more on a believability issue. So, rather than focusing on hip, cool, experiential nature of young adults it changed its creative strategy that portrayed spunky, lively, sociable, colorful, and music-driven advertisements. They also narrowed their target market from 18-44 year olds to 18-34 year olds. Consumer research showed that Squirt scored higher on their thirst-quenching attribute compared to other brands and the advertising of Squirt effectively communicated the intended fun and thirst-quenching message, portrayed Squirt users in an interesting, unique, and involving manner, and engaged the target audience with music. One negative from the research suggested that some consumers felt that some aspects of the commercials were juvenile. Although, the history of the brand name and the benefits it provides it consumers have kept the Squirt Brand competitive with sales exceeding preacquisition levels since 1995. The final step to brand equity is the most difficult. It is to create a consumer-brand resonance evident in an intense, active loyalty relationship between consumers and the brand. A deep psychological bond characterizes consumer-brand resonance and the personal identification consumers have with the brand. The Squirt Brand has been around since 1938 when it was first introduced by Herb Bishop. The loyalty began because it contained less sugar and with World War II this benefitted the bottler since there was a ration on sugar. In the 1950s, it became a mixers and by the 1970s it was introduced to Central and South America. When the brand was purchased in 1977 by Brooks Products, Squirt was reformulated, the logo was updated, the brand was positioned as a mainstream soft drink. By 1995, with the acquisition of Dr. Pepper/Seven Up Companies, Inc. , Squirt became part of larger company and the manufacturing, marketing, and distribution increased. This increased the sales of Squirt from 51. 1 million in 1994 to 55. 8 million in 1996. The Squirt Brand has been around for generations and the bond could come from what people grew up drinking and seeing their parents or grandparents drink. This is especially important since taste and brand preferences are formed between 12 and 24 years of age.