A Comparison of the Power of Will in Heart of Darkness...

The Power of Will in Heart of Darkness and Apocalypse Now The story of Heart of Darkness was adapted to film after many failed attempts. (Hearts of Darkness, Coppala E.). Finally, director Francis Coppala collaborated with his friend John Milius on writing a screen play for Conrads masterpiece. The two came up with Apocalypse Now, utilizing a more modern setting than the original story which was based in imperialistic Europe. The modern setting was that of the Vietnam war. Apocalypse Now focuses on the insanity of a decorated military colonial. Kurtz intended to enlighten the natives, but instead he circums to the primal temptations of the jungle and goes insane. (Hearts of Darkness, Coppala E.) The fiction of†¦show more content†¦Innocent people and families were slaughtered. Images of blood and death were seen everyday as common to soldiers as smiles are to civilians. The ivory trade in imperialistic Europe, as seen in Heart of Darkness, is another example of suffering and mans evil nature. Through mans inhumanity to the elephants in hunting them and slaughtering them for their tusks, to in turn trade for the necessities of life such as food, water, and shelter. Both of these show mans will to live and survive, be it in battle or in everyday life. Willards [in the book this character is named Marlow and in the film his name is Willard, I will refer to him as Willard] mission to terminate [Kurtz] with extreme prejudice (Apocalypse Now), is one that induces suffering and is just as unjust or inhumane as the previous examples. Society as people see it is a mirror reflecting will, Everything in the phenomenal world is merely the manifestation of this perverse will, or, as he [Schopenhauer] called it, an objectification of the will [that is to say, the will passed through the categories and the grid mark of space and time] (Palmer). Man has made laws and morals as the foundations for rationality to protect the people from their will or primitive instincts. These instincts work much like nature does, unconsciously, and these instincts include sex and violence, but are not limited to these. Kurtz journeyed out to the jungleShow MoreRelatedHeart of Darkness/Apocalypse Now Essay1782 Words   |  8 PagesEXTENSION ESSAY – Heart of Darkness/Apocalypse Now The dark core of human nature has been a timeless notion, explored and extrapolated by many literary critics. Both the core text,  Heart of Darkness  by Joseph Conrad and its film appropriation,  Apocalypse Now  directed by Francis Ford Coppola, ignite interest as to question whether  humans are essentially creatures of dark nature when stripped down to bare essentials. When these are linked to values of greed and hunger for power and domination, theseRead MoreCapturing the Reality of the Vietnam War in The Deer Hunter and Apocalypse Now1615 Words   |  7 PagesCapturing the Reality of the Vietnam War in The Deer Hunter and Apocalypse Now ‘The Deer Hunter’ and ‘Apocalypse Now’ are two films which deal, at a very personal level, with American involvement in the Vietnam War. Although the style and narrative of each film are quite different a strong theme of ‘journeys’ is what binds the two films together, perhaps more so than the theme of the Vietnam War itself. These are journeys of self-discovery and self-destruction and in theRead More Cultural Ignorance in Heart of Darkness, By Joseph Conrad Essay2125 Words   |  9 Pagescannot attempt to do.   In Joseph Conrads Heart of Darkness, the attempt to define the cultural line leads to the corruption, greed, and evil of the white man.   Even when knowledge would seem to counteract lines of hatred, the enlightenment only provides a striking reminder of the inescapable darkness that can still reside in the hearts of man.   Throughout the novel, the white man is plagued by his comprised definition of culture.   In the Heart of Darkness, Joseph Conrad sheds light on how ignoranceRead MoreThe Elegiac Quality of the Wanderer and the Seafarer1756 Words   |  8 Pagesthe earth that is now gone, but are not too hasty to reflect on what failed them in their joyful previous existence. The elegiac quality of the poem is exhibited by the sorrow filled, painful description of loneliness and the search for a friend. Each poem splits into two parts throughout the reading, each part still contributing to an ongoing spiritual journey. The Wanderer is stuck in exile and his mind swims aroun d the idea that what once was will never return and the darkness will forever consumeRead MoreThe Nature Of The African Landscape10552 Words   |  43 PagesThe Landscape: In this section, I seek to investigate how the nature of the African landscape has been depicted in Heart of Darkness. Questions such as 1.) How the Orientalist others the foreign landscape 2.) What is the psychological influence of the African landscape on the European colonisers? 3.) Does the psychological influenceon the Whites similar to that of the Blacks? 4.) And, what are the consequences of that psychological influence on the White invaders and the natives? These argumentsRead MoreEssay on Buffy the Vampire Slayer5067 Words   |  21 Pages(The puppet show 1:8), even though Snyder is the Principal of the school that employs him as a librarian. Giless anarchic tendencies become evident in his dealings with the Council of Watchers. The Council articulate a utilitarian view of Buffys powers, as voiced by Quentin: The Council fights evil. The Slayer is the instrument by which we fight. The Council remains, the Slayers change. (Checkpoint 5:12). Giless vision is diametrically o pposed to theirs, which bodes ill of the possibility ofRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesdetermining beginnings and endings that accord with major shifts in political and socioeconomic circumstances and dynamics rather than standard but arbitrary chronological break points. In the decades that followed the Great War, the victorious European powers appeared to have restored, even expanded, their global political and economic preeminence only to see it eclipsed by the emergence of the Soviet and U.S. superpowers on their periphery and a second round of even more devastating global conflict.Read MoreProject Mgmt296381 Words   |  1186 PagesProject Management Body of Knowledge (2008). †¢ Revised Chapter 14 to include project retrospectives. Chapters 2, 4, 6, 7, and 12, have been updated. †¢ New student exercises and cases have been added to most chapters. †¢ Answers to selected exercises are now available in Appendix 1 †¢ A third major computer exercise has been added to the Appendix 2; †¢ The â€Å"Snapshot from Practice† boxes feature a number of new examples of project management in action as well as new research highlights that continue to promote

Critically analyse the midwives role in relation to the administration of epidural anaesthesia Free Essay Example, 3000 words

Apart from the above reasons, this technique for relieving pain can also be used in cases of vaginal bleech delivery, trial vaginal birth after caesarean section and in cases where the woman is experiencing premature labour (Wunsch 2003). Cases of pre eclapsia, diabetes, cardiac and respiratory disease as well as uncontrollable urge to push may also require epidural analgesia. The decision is made by all the three, obstetricians, midwife and anaesthetists working together because they are the people involved. Precautions To Be Taken Before a midwife takes part in the administration of epidural analgesia, they are required by the NNC guidelines to be cautious about some issues that are associated with epidural analgesia (Nursing & Midwifery Council 2014). The midwives are required to be cautious about central nervous system disorder, spinal deformity and gross obesity, systemic sepsis and potential severe haemorrhage. In addition to this the midwives should be cautious about fetal distress and cardiac pathology. These are the requirements of the NNC Guidelines that every midwife needs to follow during their duty in the administration of epidural analgesia. The midwife who is looking after a woman who requires epidural analgesia for pain relief in a case of uncomplicated labour needs to immediately contact the anaesthetists who is on duty and explain the situation to him or her. We will write a custom essay sample on Critically analyse the midwives role in relation to the administration of epidural anaesthesia or any topic specifically for you Only $17.96 $11.86/pageorder now The midwife needs to have all the relevant information about the patient. The midwife needs to perform the vaginal examination on the patient in accordance to the midwifery guidelines and protocols within four hours of the request for epidural analgesia. It is the duty of the midwife to obtain the relevant blood results that are required before the commencement of the epidural process (Van der Vyver and Halpern 2004). The midwife should ensure that the platelet count is done within six hours of the epidural request. In addition to contacting the anaesthetists, the midwife is also supposed to contact the obstetricians if he or she was involved in the case. The midwife should alert the obstetrician about the woman’s request for an epidural. Apart from contacting the anaesthetists and the obstetricians, the midwife is supposed to discuss with the anaesthetists the kind of process that will be suitable for the patient. In addition to this, the midwife is required to have a discussion with the obstetrician and the anaesthetists on the advantages of the process. The midwife should also discuss with patients the potential side effects of the process that are normally listed in the anaesthetic charts (Wunsch, 2003).

Essay on Alcohol Fetish - 2168 Words

As humans, we all yearn to be free, yet we are trapped by expectations, responsibilities and standards placed upon us by the modern world. Alcohol creates freedom and vulnerability for individuals oppressed by the dynamics and speed of everyday life especially in very developed ‘high class’ nations. Alcohol particularly creates this freedom for individuals in disenfranchised populations, where expectations from a foreign â€Å"sophisticated† ideology overwhelm the people of the once free nations. And because alcohol creates a free and youthful state of mind, it becomes fetishized. In order for one to defetishize alcohol, and drinking to escape from reality, one must look at their reality and question what reality they are escaping in the first†¦show more content†¦However, as history played out and nations became more ‘civilized’, warnings against excessive consumption became more frequent and prominent in historical texts (Hanson, 1995). The type of community in which individuals live in, whether it be developed, developing, or third world, greatly affects their relationship, and use of alcohol. In disenfranchised populations, the problem with alcohol may be that these nations already had a sense of freedom, a sense existing as one with nature, and a sense of living as a noble savage. This sense of being was taken away from them. Many tribal populations that are distanced from their known way of life are fulfilling what they once had by drinking something that creates a mental state of freedom. However the mindset and freedom created by alcohol is false, temporary, and created within the mind not within the body and community as a whole. Essentially, they replace the freedom they once had by using, and often abusing alcohol. When researching alcohol, and the dependenceShow MoreRelatedScopophilia1473 Words   |  6 Pagesthe men starts to feel more control and power of their own lives because the men identify themselves with the male protagonist. (Gaines, 1990.) Stated in Fetish: Fashion, Sex Power (Valerie Steel, 1996), many feminists interpret fetish as a symptom of patriarchy and capitalism, where the fetishist is always male and the female becomes the fetish itself, the perfect object. Fetishism is described as glorifying by some, however others would describe it as something negative, where the woman’s desireRead MoreFeminist Reading Of No Normal 760 Words   |  4 PagesKamala is a wonderful representation of female empowerment through self identity. The main plot point of the comic is that Kamala, (a Muslim high school girl struggling with her faith and identity) is asked if she’d like to attend a party where alcohol will be served, which is a violation of her religion. As she contemplates it, she becomes shrouded in a thick fog as Captain Marvel, Iron Man, and Captain America, appear. Captain Marvel asks Kamala,  Ã¢â‚¬Å"who do you want to be?† to which Kamala respondsRead MoreSegu Analysis1119 Words   |  5 Pagesinstance is when at the time Sira is giving birth to her child, Nya offers an egg to the family ‘boli’ which was said, would ensure that the child would have a good life and also help bring peace. The people of Segu were constantly in contact with Fetish priests, namely the Koumare who with their miraculous powers could speak to the Gods and other sprits to ask for things on the people’s behalf. Islam on the hand was a religion that believed that there was only one God. This one God named Allah hadRead MoreArgumentative Essay : Sweat Dripping 1938 Words   |  8 Pages friendly ambience. Within the first year after launching Command Performance, more fetish play-parties, nightclubs and private clubs had surfaced, some put on by kink related clothing and adult toy boutiques. It so happened, fetish themed events popped up all over the South Florida area in my wake. It was a fact, Command Performance had officially paved the way for leather bars, kinky parties and other fetish oriented businesses. Many of them still exist today. ****** FOURTEEN Forbidden SideRead MoreEdgar Allan Poe : The Thematic Elements Of Gothic Literature1209 Words   |  5 Pagesviolence/revenge and how it alters the fear in each individual. The Black Cat by Edgar Allan Poe explores the human capacity for evil by depicting the dangers of alcoholism and evil within a person. This story is about a man whose addiction to alcohol endangers and affects the lives of his wife and his dearly loved animals. The narrator grows fond to a magnificent black cat, who due to his violent mood swings ends up murdering both his cat and his wife since one day Goaded, by the interferenceRead MorePornographic Pornography : An Human Brain For Today s Internet Essay1658 Words   |  7 Pagespsychologically dependent on porn and their online sexual habits. Most porn consumers are oblivious to the damage they are doing to their brains because they do not view porn addiction as a serious matter like more obvious addictions such as substance and alcohol use. Porn users beli eve they are simply being entertained, but in reality their brains are rewiring themselves to ensure that the user will continue to pursue this unnatural stimulus. The consequences of this all-consuming form of recreation canRead MoreSymptoms And Symptoms Of Nightmares1291 Words   |  6 Pagesassociated with dreaming — the results are the same: about three-quarters of the emotions described are negative. Survey and diary studies have shown that nightmare frequency varies by age and sex. Preschoolers are relatively immune to the bogeyman fetish, but not so their elder siblings. Roughly 25 percent of children ages 5 to 12 report being awakened by bad dreams at least once a week. Nightmare rates climb through adolescence, peak in young adulthood, and then, like so much else in life, beginRead MoreCannibal Justice Essay1192 Words   |  5 Pagesaccused of cannibalism, they, more than likely, are charged with another crime; such as murder or molestation. Jeffry Dahmar, an American serial killer, necrophilia, and cannibal would lure young men to his own apartment. To sedate them he would use alcohol or drugs before murdering and dismembering their bodies. He would then use the victims’ bodies as food or in experiments. Dahmar was only convicted of 15 murders, not the act of cannibalism; along with his conviction, Dahmar received several lifeRead MoreCase Study : Dahmer 1097 Words   |  5 Pages129). Throughout his life, Dahmer has admitted his necrophilia fetish, addiction to pornography and strange sexual fantasies (Purcell Arrigo, 2006, p.108). He didn’t realize that these fantasies would one day become reality. Type Jeffrey Dahmer was a geographically stable serial killer. He killed most of his victims in his apartment at Apartment 213, 924 North 25th Street, Milwaukee (Figure 17), after luring them with promises of alcohol and/or pornography (Dee, 2011, p.120). Dahmer did not leaveRead MoreSherman Alexie s The Lone Ranger And Tonto Fistfight1362 Words   |  6 Pageshis culture and tribes, and rids them of the parasite, known as the white man; and Junior, who’s see’s a Native American revered by white men. The three were â€Å"all carried away to the past, to the moment before any of them took their first drink of alcohol† (Alexie 21). They threw away the modern symbol of manhood and focused on what it meant to be a man in the past, when it meant something. They sang, danced, drummed; with the taint of white influence gone the boys were able to see themselves as â€Å"real†

Isolation of Caffeine from Coffee Essay - 860 Words

------------------------------------------------- Isolation of Caffeine from Coffee Date of laboratory work: 10/9/2012 5:00-7:45 Date of report written: 10/15/2012 Introduction: The purpose is to isolate caffeine from coffee by using the organic solvent dichloromethane (CH2Cl2) that is also referred to as direct contact. Calcium carbonate (CaCO3) is used to remove the tannins from the coffee. Afterwards an extraction is used to separate the organic layer (bottom) from the aqueous layer (upper). By using a rotary evaporator, it evaporates the organic solvent and forms the crude caffeine. Afterwards we used acetone-petroleum ether for recrystallization and the vacuum apparatus for filtration to obtain pure†¦show more content†¦A Hirsch Funnel was used to filter the crystals and weigh them. Then the weight percentage of caffeine isolated from the ground coffee’s weight was calculated. At last the melting point for the recrystallized caffeine was measured. (Reference: Organic Chemistry Laboratory Manual) Equation: Weight Percentage (%) =Weight of solulteWeight if solution*100 % Chemical Structures: Calcium carbonate Calcium carbonate Dichloromethane Dichloromethane Caffeine Caffeine (Reference: 1.http://www.caffeine.com/ 2. http://www.coastalwiki.org/coastalwiki/Dichloromethane 3. http://en.wikipedia.org/wiki/File:Calcium_carbonate.png) Data: Chemical Name | Caffeine | Water | Calcium carbonate | Dichloromethane | Magnesium sulfate | Acetone | Petroleu m ether | MolecularFormula | C8H10N4O2 | H2O | CaCO3 | CH2Cl2 | MgSO4 | C3H6O | C6H14 | Molecular weight | 194.2 | 18.02 | 100.1 | 84.93 | 120.4 | 58.08 | 86.18 | # of moles | | 13.87 | .05994 | 1.253 | | | | State of matter | Solid/ powder | Liquid | Solid | Liquid | Solid | Liquid | Liquid | Density (g/mL) | 1.23 | 1.00 | 2.93 | 1.33 | | 0.791 | 0.650 | MP/BP | 236.5-234/- | 0/100 | 825-856/1339 | -97/40 | | -94/57 | -/46-60 | Theoretical Yield | | | | | | | | Amount | | 250 mL | 6.0 g | 80 mL | | | | Hazards |Show MoreRelatedCaffeine Lab Report769 Words   |  4 PagesIsolation of a Natural product, in the experiment caffeine [C8H10N4O2], is based on a series of procedures. Firstly, it is important to examine the structure of caffeine which is an alkaloid. Typically alkaloids are nitrogen based and found in plants, caffeine itself is composed of a pur ine ring with functional groups of a amide, amine and alkene respectively. Furthermore, Caffeine includeds a lone pair on the nitrogen atom asserting several functional properties(Zhao et al. 206). Under examinationRead MoreEffect Of Coffee On Alertness Essay1190 Words   |  5 Pageswill be divided into parts. The first part is about coffee and it aspects, like the coffee industry and coffee consumption. Following that part is the discussion of caffeine, the major component of coffee, which includes its positive and negative effects on health. The third part concerns alertness, which is the other focus of our research. After that comes the last part which discusses the link between the two and what are the effects of coffee on alertness. The discussion will answer some of ourRead MoreDetermination Of Solubility Of Polar Solutes1074 Words   |  5 Pagesthe solute and solvent is determined at a molecular level. The relationship between the solvent and solute needed shared similar characteristics. Polar solutes are dissolved in polar solvents while nonpolar solutes are dissolved in nonpolar solvents. From a chemical level, molecules are attracted to other similar molecules closest to their properties. Polar molecules are only attracted to polar molecules in both the solute and the solvent, and the same goes for nonpolar molecules. This explanation describesRead MoreEssay about Negaive Impact of Soical Media in My Life552 Words   |  3 Pagesnot status updates or how many likes I may get on a certain post. I see myself being satisfied with what I have, where I am, and who I am. After experiencing a fast from social media I became aware of the negative and dangerous effects it had on myself and relationships I had with others. Social networking occupied and numbed me from reality, it was a treacherous resting place. Life is more than getting a certain amount of likes or having a certain amount of followers. As defined: social networkingRead MoreIs Drinking too much Coffee Bad or Good? Essay1114 Words   |  5 PagesAlthough coffee is viewed as a food item, it can be used to understand the rhetoric’s of health, addiction and as a drink. The genus coffea produces berries that are used to obtain coffee. The commercially exploited species are coffea Arabica and coffea robusta. Coffea Arabica is the most used species that is used to extract coffee. This type is found in the highlands of Ethiopia, Sudan and Kenya and produces high quality coffee. The earliest consumption of coffee is believed to have been by theRead MoreIntoxication for Breakfast, and Isolation for Dinner.2947 Words   |  12 Pagesintoxication; it’s part of our nature. For instance, through childhood, sugar is a great way to obtain some sort of intoxication. Some activities could alter our consciousness as well. The thrill experienced riding a roller coaster, or simply running away from our parents whenever we did something inappropriate. Through adulthood, the game of intoxication is definitely elevated because of the vast array of options available. A few adults attain to experiment almost every possible way of intoxication. AdolescenceRead MoreIsolation of Caffeine from Tea Leaves1831 Words   |  8 PagesIsolation of Caffeine from Tea Leaves Introduction Caffeine is a member of the class of compounds organic chemists call alkaloids. Alkaloids are nitrogencontaining basic compounds that are found in plants. They usually taste bitter and often are physiologically active in humans. The names of some of these compounds are familiar to you even if the structures aren’t: nicotine, morphine, strychnine, and cocaine. The role or roles these compounds play in the life of the plants in which they are foundRead MoreEssay Drugs: Tolerance and Withdrawal1254 Words   |  6 Pagesto be set free from their reality; however, that’s not only what drugs cause. About 200 million people around the world are drug users causing 250,000 deaths each year. Dependency on a drug then leads to a tolerance to the drug, and before the user knows it, they are addicted. Drugs are like a black hole that vacuums the user into a state of addiction which makes it even more difficult to escape and quit. However, addiction can also take plac e with any civilized human being. Caffeine, alcohol, andRead MoreAnswer Key for Lewis and Clark Reloaded3735 Words   |  107 Pagesfollowing nearly the same daily exercise, diet, and rest routines, but only one became ill. Joe’s blood pressure and pulse rate are elevated. His temperature is normal as is his admitting weight, down only 8 lbs. from his pre-cycling start weight of 179 lbs. 2. What can you determine from the clinical lab results of Joe’s blood work and urinalysis? Joe’s blood work indicates that there was some above average fluid loss with the high red blood cell count and increased hemoglobin volume. This mayRead MoreReverse Transcriptase Polmerase Chain, Reaction is an Essential Tool in Molecular Biology1553 Words   |  6 Pagescomplete over-excitation of the brain. Studies have even shown that caffeine, a non-selective adenosine receptor antagonist, can have an impact on the regulation of the adenosine A1 receptor. Particularly, caffeine administration in rats decreased the number of adenosine A1 receptors in maternal and fetal rat brain tissue, which was related to an increase in mRNA levels (Porcià ºncula 598). Additionally, the positive effects of chronic coffee intake, such as the beneficial effects against memory decline

Financial Literacy Buying and Selling Investments Free Essays

Chapter 12: Buying and Selling Investments Sources of Investing Information -Magazines – Forbes, Business Week, Fortune – News Magazines: Time, Newsweek, US News World Report -Newspapers -Wall Street Journal and Barron’s -Investor Newsletters -Standard Poor’s Stock Reports, Moody Investors Service, and Value Line Investment Survey -Company Reports -Annual Report -Prospectus -Internet – Bloomberg, CNN Money, Kiplinger, Morningstar, Reuters Key Figures Current Stock Price- amount investors are willing to pay for a share of ownership in the company -Number of Employees – Increases in the number of employees can reflect growth or downsizing -Market Cap – The total value of a company in the stock market -Revenue – amount of money received from business activities -Net Income or Profit – amount of money earned after deducting all the business’s expenses -Profit Margin- profit shown as a percentage P/E Ratio – pr ice-earning ratio compares the selling price of common stock to the annual profits per share -Current Ratio – measure of a company’s ability to pay its current debts from current assets Stockbrokers Full Service Brokers – qualified stock broker who provides advice about what securities to buy and sell. Discount Brokers – qualified stock broker who buys and sells securities at a reduced rate but only provides advice for a fee sometimes. Online Brokers – brokers that charge low fees with the least amount of service; no investment advice or management of assets and only sometimes research reports. We will write a custom essay sample on Financial Literacy: Buying and Selling Investments or any similar topic only for you Order Now Financial Planners an adviser who helps people make investment decisions to stated goals How are Financial Markets Designed? Primary Market – where IPOs or new issues of securities are sold usually directly from the company Secondary Market – where previously issued securities are sold Securities Exchange – are places for brokers to buy and sell securities for their clients Over the Counter Market – is a network of dealers and brokers who buy and sell securities not listed on an exchange Direct Investing – involves buying securities directly from a corporation Reinvesting – involves getting stock dividends instead of cash dividends How are Stocks Bought and Sold? Set up an account Choose your venue (full-service, discount, online, bank, etc. ). Provide ID. Access your account online. Make minimum or regular monthly deposit Place Transactions A market order is a request to buy or sell a stock at the current market price. A limit order is a request to buy or sell a stock at a specific price. A stop order is a request to sell a stock when it reaches a certain price. A discretionary order allows the broker to buy or sell a stock to get the best price. Financial Statements iframe class="wp-embedded-content" sandbox="allow-scripts" security="restricted" style="position: absolute; clip: rect(1px, 1px, 1px, 1px);" src="https://phdessay.com/financial-statements-2/embed/#?secret=XG2XBkMdD9" data-secret="XG2XBkMdD9" width="500" height="282" title="#8220;Financial Statements#8221; #8212; Free Essays - PhDessay.com" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"/iframe How to cite Financial Literacy: Buying and Selling Investments, Papers

Marketing Management American Express

Question: Describe about the Marketing Management for American Express. Answer: Introduction The report focuses on the marketing audit that is being conducted by famous multinational company American Express in its new target market Australia. The aim of conducting the market audit is to increase the sales of various types of credit cards of the company to its target customers. The target customers of American Express in Australia are the young employed workforce that belongs to middle-income group. American Express is a company that has its presence among many countries of the world i.e. 130 countries. It is a reputed company, which has been established as an express delivery service of United States in 1850. It is seen that the company has maintained its reputation in the global market as a market leader most of the times in its sector of industry (Saenko et al. 2016). Tradition and innovation are the aspects that are embraced by the company in its products and service towards the customers. It can be said that American Express has its highest market presence in the countr ies of Asia Pacific region such as Japan. High net income revenue is generated by the organization from the target customers present in the market. However, the Australian market of American Express is not profitable when compared to other markets of Asia Pacific region. Hence, the company is trying to diversify its market towards new segment so that they can fulfil their organizational goals along with generation of profit for the company. Research has said that American Express in Australia have to refund net tax position of $3.3 million in seven the ending of seven years (West et al. 2015). It is the reason of formulating marketing strategies along with targeting new sets of customers from the region. Different aspects are covered in the market audit of American Express such as SWOT Analysis, PEST Analysis, stakeholder analysis, customer analysis, competitor analysis, organizational background along with environmental scan of American Express. The above aspects are described in detail so that American Express can easily proceed with their new marketing audit to gather actual data required for formulating marketing strategies. American Express is an American multinational financial service enterprise headquartered in World Financial Centres of Manhattan in New York. However, Interbrand and Business Week rank it as 22nd valuable brand across the world. The average estimation of the brand is worth of US$14.97 billion. According to Fortune, American Express is listed under 20 most admires corporations of the world. The company is known for its organizational commitment and blue box values. The blue box values of American Express can be categorized into quality, customer commitment, integrity, teamwork, good citizenship, respect for people, personal accountability, etc. The values are integrated into these aspects of the blue box values. American Express is focused in offering superior value propositions to the target customers (Ward and Peppard 2016). It operates with economics of best class. Apart from that, the company is focused in maintaining itself as worlds most trusted brand not only in United States of America but also in other countries of the world. The product category of American Express consists of various types of credit cards that are formulated for different types of customers. American Express targets not only to the higher income group of people but also to the middle-income group people. STRENGHTS WEAKNESSES Established brand name Geographically diverse and revenue should help shield the business from shocks from any one part of their business. Globally and internationally, American Express has won awards such as JD Powers and AON Hewitt Best Employer Awards. Global Market Leader Amex possesses economies of scale, higher margins, revenues and other significant benefits, such as the ability to raise debt at lower cost. Asset Leverage Long term positive impact on its entity which can add to its value. Size Advantages Larger player globally and has cost advantages. Customer Loyalty Amex provides strong and excellent customer services which shows on their score card metrics. American Express ranks highest in Customer Satisfaction awards. Unique Financial Products It has variety of financial products such as credit and charge cards including co-brand cards. It provides best in class member rewards program. Financial Leverage Strategic business and financial plan that uses financial leverage to sustain the economy. Technologies American Express Technologies (AET) supports American Express' quest to become the world's most respected service brand by finding innovative ways to leverage technology. Responsible Credit Cards The shift in spending patterns and dent management habits rewards companies like American Express that specializes in these types of transactions. Solid Balance Sheet Stable balance sheet and historical results has shown that Amex has maintained a steady balance sheet throughout financial crisis. Customer Relationships needs to improve. It is a difficult qualitative factor to overcome. Bad Acquisition hurts American Express business. Travelers Cheques business is declining. Lack of debit cards The market audit that is being conducted in the Australian market is to target the middle-income young employed people of Australia so that they can create a brand value at a new dimension in the Australian market. However, environmental scan of American Express includes SWOT Analysis along with PEST analysis (Smart and Conant 2014). The strengths of the company include strong brand image, global leader, financial leverages, unique financial services and products, technological dearth, responsible credit cards, loyalty of customers, size of employees and asset leverage. On the other hand, there are few threats are also there that American Express face while operating in the existing markets as well as penetrating foreign markets. The threats include crisis in credit market, political risk, diminished consumer spending, government regulations, and changed financial spending, market trend and intense competition. American Express is known for leveraging its opportunities while penetrat ing a new market. The company for its growth leverages numerous opportunities of American Express. International expansion, fragmented market, financial innovation and technological advancements are the list of opportunities of American Express in the global market. The competitor analysis along with customer analysis will help the company to conduct the marketing plan for the Australian market (Vasudevan and Kumar 2014). The marketing audit is the channel through which American Express can gather substantial amount of information and data that can help it in formulating effective strategies for the new target segments of customers. Marketing Plan Marketing plan is referred to as a part of the business plan for an organization that includes few things such as extensive market research, competitor analysis, budget of the marketing plan, goals of the plan, monitoring measures of the actions of the plan, formulating strategies of accomplishing the marketing plan (Hawkes 2013). American Express will focus on these activities after conducting the marketing audit in order to formulate an effective market plan for its new target customers in the Australian market. Apart from that, there must be a purpose of the marketing plan for the company that will help American Expressing in achieving the marketing goals as well as the organizational goals. The economic statistics of Australia as per October 5 2016 are: Economic growth is 3.3%, inflation 1.0%, cash rate 1.5%, 1.4% annual growth in population, average weekly earnings is $1.161, household saving ratio 8.0%, average cost of residential dwellings is $623,000. Marketing Objectives Marketing objectives of American Express is focused on the value proposition of its strategies at every stages of the plan. The marketing objectives of the marketing plan formulating for increased sales of American Express is illustrated in the form of SMART objectives. Specific (S) - The marketing objective of American Express is to target the young employed middle income group people of Australia. The plan will be formulated to increase the sales of the company among the new target customers of the company (Papasolomou et al. 2014). Measurable (M) - Some factors are to be set that are important to measure the effectiveness and progress of the marketing plan in the target market. Australia is a booming market where American Express can tap people for revenue generation. The target of American Express Australia is to increase the total revenue by 5% and operating expenses by 7%. The net income is lower in 2015 compared to previous years. The aim is to increase the net income in the year 2016 (Americanexpress 2016). Achievable (A) There will be many challenges in accomplishing the marketing goals in the Australian market. Alternative plans are to be formulated and the people that are associated with the marketing department of American Express. Action plan for the marketing plan must be ready if the accepted plan will not work in the practical field (Hollensen 2015). Realistic (R) The strategies of marketing must be relevant and realistic with the market condition. It must be resonant, result oriented and resource based. Timely (T) Time maintenance is an important aspect that is required for the success of the marketing plan. The strategies that are formulated in the marketing plan must be commenced within a stipulated time. The success of the plan is dependent on the time based and time specific approach of American Express in the field of marketing (Naghiu 2015). Apart from that, there should be mission statement along with the marketing goals that was set before formulating and implementing the market strategy. The mission statement of the marketing of American Express is to refund the amount of net tax position along with the increase the sales of the cards. Shaping the market offerings, delivering and communicating the value This section of the report will discuss about the implementation of the theoretical models of various theories of marketing mix such as 7Ps of marketing mix. Tactics of marketing are known as marketing mix. It is the theoretical aspects as well as practical implementation of the proposed plan of increased awareness of the product among the minds of the customers. The aim of the marketing mix is to reinforce the brand and the products among the minds of young people of Australia. The marketing tactics of American Express are described in the format of 7Ps of marketing (Kotler et al. 2015). 7Ps of Marketing Mix Implementation of American Express Product There are many types of credit cards are developed by American Express for the Australian employed youths. The range of products include Amex Platinum cards, Amex essential credit cards, Velocity Escape card, Velocity Platinum card, David Jones card, etc. Apart from that, there is Blue cards that are following the philosophy of do more American Express uses latest technologies in manufacturing the card so that it can attract the youth customers. The concept of look and feel provides the feeling of a Titanium card to the youth segment of customers. The cards itself acts as a branding of the company. Place The company itself distributes the cards of American Express. It does not believe in mass advertisement of its brand in the Australian market. The products and services of American Express are unique. The selling points of the products are direct sales, peer-to-peer and multichannel sales (Jain 2013). The information of the products is transferred to the target customers via account balance info and credit history. Apart from that, the sales personnel also target the multinational corporations of Australia for High net worth customers. Price Penetration pricing and cost plus pricing are the pricing strategies that are adopted by American Express to tap the young middle income group individuals of the Australian subcontinent. There are many competitors present in the Australian market. However, the strong brand image of American Express convinces the customers to pay premium price for the cards offered by it (Hammond et al. 2015). The blue credit card is priced high when compared to credit cards of other banks of Australia. But due to the strong brand image the young people will ready to pay any amount for availing the benefits provided by the company. Promotion American Express is not present in mass advertising media. Various types of endorsements along with direct mailing, free gifts, bulk email to the customers of the company. Promotion is a vital aspect of the 7Ps of marketing mix that should be emphasized by American Express this time (Gordon 2012). In Australia, the product and services are new along with the target customers. Digital promotion is the important aspect that can engage most young people in the social media channels. On the other hand, digital marketing is comparatively very cheap than other traditional methods of advertising. People People of American Express include management, employees, culture, and customer service of the company. The company gives priority to the people associated with it because the employees are responsible for the generation of revenue and maintaining other operations within the organization (Cross et al. 2013). The culture and diversity of Australia are important aspect in formulating the marketing strategies. Awareness of brand in the Australian market must follow few features in the Australian culture. Process Process is relevant to the service industry. The whole process of creating the service within the company is described as delivering its value and range of features to the customers. The process is an important factor in the marketing mix, as it is the aspect that focus on the delivery of products and services of American Express to its target customers (Chaffey et al. 2012). The people associated of the company are trained in a way so that they can provide excellent services to the customers. Convincing customers are the vital aspect that can help the company in collecting more revenue from the Australian market. Physical Environment Apart from that, there are other people associated with the company. They are digital encounters, sales counters, staff contact experience of the company. The people of American Express are targeted for the interaction with the customers so that they can make the people interested with the products and services (Bhardwaj and Maharshi 2014). The physical environment of American Express is the area where the company interacts with the customer or where the products are kept. It is also the area where the services of the company are provided to the Australian youth. The marketing tactics included in the product are product designing using innovative technology. In the price category, cost plus pricing and penetration pricing is to be followed. Promotional tactics include digital marketing tactics, direct marketing, social marketing tactics, etc. In the section of people, training should be provided so that they can capture prospect and complete the process of sales. Process includes the tactics where there would be involved in providing good service to people. Implementation plan The marketing plan of American Express should be communicated to the senior management team of American Express Australia, Sales team, stakeholders of the company, marketing department and other people associated with the implementation of the marketing tactics. The marketing and sales team of the American Express Australia along with the marketing team are associated with the marketing tactics (Armstrong et al. 2014). The marketing tactics will be completed within eight months. It is explained in the timetable explained below. January February March April May June July August Using technology for card manufacturing Area of promotion Implementation of cost plus pricing Social media promotion Training to the sales associate Decoration of the outlets and the space where customer interactions take place Quality services provided to the customer The above table illustrates that manufacture of cards will take two months of time with the usage of modern technologies. Implementation of cost plus pricing strategy will require one month for the cards that will be launched for the young customers of the Australian subcontinent. The promotional part includes digital platforms mostly that will be completed within five months of time. In the first month, American Express would develop their website of Australia about the new products and services (Boonpradub and Thechatakerng 2015). In the second month, the social media marketers of the company should engage themselves in targeting customers in the social media platforms and website of the company. In the next month, the company should develop pay per click campaign so that whenever people will search about credit cards, the website of American Express should come first. It will take one month of time. In the next month, the social media marketers must convert the viewers of the onli ne channels into potential customers. The next category is people. The sales associate and the people who will be interacting with the customers will be provided training related to the new cards so that they can provide all the detailed information about the new services and product offerings for various sets of customers. A training of 3 months will be provided that will be divided into different slots. Process means the whole process of formulating the services of the new products i.e. credit cards for the target customers. The whole process would require minimum of three months and after that, again the cycle is reversed. Physical environment refers to the place where the people associated with the company are interacting with the customers of American Express. It should be attractive and eye catching as the target customers belongs to the young employed groups of Australia. The decoration will take a minimum of three months of time. Contingencies A sub header for what category of contingency would be better, example product strategy, avoid using the word back up plan. A contingency plan must be formulated as a back up plan for the marketing plan of American Express. Pricing strategy: The contingency marketing plan of American Express includes implementation of penetration pricing of the cards if the cost plus pricing does not work. The ultimate motto of the company is to increase the sales of the company at any how (Aghaei et al. 2014). Another aspect is that if the company fails in conversion of viewers into potential customers, then the sales associate will take more responsibility to provide the details of the new cards of the company to the existing customers. Promotion: American Express can also do campaigns on shopping malls of Australia to tap many youth customers. Shopping malls are the place where many young people spent their time in shopping. The company can target the popular shopping malls of Australia. It will take time of minimum four months to complete mall promotion campaign among eight malls of Australia (Westwood 2013). Alternative methods: Apart from these methods, direct mails or sms can be sent to the customers of the company to provide the notification about the launch of new products of American Express along with the services associated with the cards. Conclusion The report consists of description of the marketing plan of American Express Australia. The company has been conducted a marketing audit so that it can gain an idea about the target market along with the market trends and competitor analysis. The marketing audit provides the guideline top the company in formulating a marketing plan that would fulfil the objectives of the company. The objective of American Express Australia is to increase the profit of the company by collecting substantial revenue from the Australian market. It is seen that Australia is a country where there are many opportunities of growing American Express in various field. It is due to the good economic condition of the country that is responsible for increased spending habits of the Australian people. The report describes about different marketing objectives of the company in the form SMART objectives. The SMART objectives of marketing describe the goals of marketing of American Express in a detailed manner. Theor etical explanation of 7Ps of marketing mix is described in a way so that the marketing tactics are included in the theoretical framework. Apart from that, contingency plan and implementation plan of the marketing strategy of American Express are formulated so that the back up plan can help the company in achieving the marketing goals along with organization goals. References Aghaei, M., Vahedi, E., Kahreh, M.S. and Pirooz, M., 2014. 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Health Promotion for Current Knowledge -myassignmenthelp.com

Question: Discuss about theHealth Promotion for Current Knowledge andApplicability. Answer: The present post has been informative as it discussed the multidimensional aspects of patient participation in health care delivery. From the post, it has been noted that the definition of involvement is different in different fields, such as sociology and political science. In the medical domain, the terms involvement, collaboration and partnership are used interchangeably. There are different interpretations of the impression of patient involvement, as indicated in the post. I agree with the opinion that contributions made by patients in the significant decision making process in healthcare are noteworthy, as they enable better quality care delivery. In the present era, the patient contribution is being perceived as a political need in different nations, which I feel is justified. According to Longtin et al., (2010) patient participation and involvement is a complex process arising from the concept of consumers right to safety. In my opinion, patient participation in the last few years has increased considerably and now it is recognized as a crucial element of healthcare processes. The decision-making process and the treatment of chronic illness are less complex at present due to patient involvement. Patient participation forms a crucial part of the recommendations put forward by organizations that focus on improvement of patient safety. Research has reviewed the efficacy and underlying principles of patient participation in the active decision making pr ocess. Based on the principles of patient involvement, a conceptual framework can be built up for better quality care delivery. It is suggested that patient participation is to be used as a tool for preventing medical errors and proposing different distinct agendas for research (Blixen et al. 2018). References Blixen, C., Sajatovic, M., Moore, D.J., Depp, C., Cushman, C., Cage, J., Barboza, M., Eskew, L., Klein, P. and Levin, J.B., 2018. Patient participation in the development of a customized m-Health intervention to improve medication adherence in poorly adherent individuals with bipolar disorder (BD) and hypertension (HTN).International Journal of Healthcare,4(1), p.25. Longtin, Y., Sax, H., Leape, L. L., Sheridan, S. E., Donaldson, L., and Pittet, D. 2010. Patient Participation: Current Knowledge and Applicability to Patient Safety.Mayo Clinic Proceedings,85(1), pp. 5362.