Criminology And Sociology Criminology - 1296 Words

Summary of Criminology and Sociology: Criminology is concerned with examining the complex issues of crime and criminality to find its underlying causes. To do this criminology primarily aims to achieve answers as to why crime occurs; who is committing said crimes and how society as a whole will respond to crime with regards to policy changes and its place in the media (Australian Institute of Criminology: 2015). Sociology is the scientific study of human social interactions in a societal context (Calhoun, 2002). As sociologists study anything human related they can examine anything from the smallest interactions between everyday people to vastly complex international or multinational relationships. Within this they attempt to understand†¦show more content†¦Feminist criminological theory examines the inability of current criminological methods/theories of crime to examine female criminal offending, victimisation and impact of the criminal justice system (McLaughlin Newburn: 2010). Females will be unable to be properly viewed under criminology until; criminological theories created specifically for females are created. The current theories only look at male offending and these theories are often inapplicable to women as there is a generalisability problem. Additionally most women participate in very different types of criminal activity than men, that often are directly influenced by their sex, such as infanticide, prostitution, child abuse, etc. (Gilfus, 1975). Interactionism is a micro-sociological perspective used in sociology that theorises that concepts used to categorize people do not actually exist, but are social constructions. Thus, females and males are given â€Å"feminine† or â€Å"masculine† traits based on what society views as masculine or feminine and emerge through interaction with others, and are often based upon biological sex (Denzin, 1993; Deutscher and Lindsey, 2005:5). Gender roles are designed for males and females separately, but they permit interactions between the sexes, although these interactions are negative to a well balanced view of self as humanity calls each other the â€Å"opposite sex† we tend to behave accordingly, which segregates us further from each other

ION Transport in Higher Plants-Free-Samples -Myassignmenthelp.com

Question: Discuss about the ION Transport in Higher Plants. Answer: Introduction The natural environment has many causes of salinity. Higher plants endure salinity, at the seashores and estuaries where the salt water and fresh water meet. Furthermore, water is moved from the soil via translation and evaporation therefore leading to concentration of salts in the soil. The salinity affects cells of higher plants (Zeigar Lincoln, 2009). The literature review examines the regulation of sodium, chloride and potassium transport in higher plants. Furthermore, it illustrates use of Goldmans equation to calculate multiple ion concentrations or E values. In addition to that, it explains the role of chemiosmosis theory, ABC transporters, potassium channels, H+ ATP ases and the electrogenic ion pumps in ion transport. Saline soils have a higher concentration of sodium, chloride, potassium ions. High concentration of saline soils injures plants and degrades the structure of soils therefore decreasing the permeability of water and soil porosity (William, 2014). Incursion of salts into the soil causes deficits of water in leaves and prevents metabolism and growth of plants. Furthermore, high concentrations of sodium and chloride ions denature proteins and destabilize membranes (Dietrich, Kusker Beker , 2010) Regulation of potassium transport in plants. Potassium is an essential micronutrient in higher plants. It plays an important role in plant physiological processes such as plant growth and development. The concentration of potassium ions in plants is generally low and it is ever fluctuating. Plants perceive the external changes in K+ ions and generate physical and chemical signals in the cell. The signals can be moved across the plasma membrane into the cytosol. Consequently, this regulates downstream targets especially the K+ transporters and channels. Therefore, homeostasis due to potassium ions in the plant cells is modulated hence facilitating the adaptation of plants to K+ deficient conditions (Eduardo et al., 2014). Regulation of sodium and chloride ions in plants. Every plant takes up sodium ions from the environment when exposed to salinity conditions; sodium is distributed within the cells, tissues, and organs once it is in the symplast. It can lower the water potential of the cells once it is in the symplast. However, it can also pose some toxic effects to the cells (Frans Maathus, 2014). Therefore, the regulation of sodium ions is important to the plant (Swarrendo Usha, 2016). Several regulatory mechanisms have been developed depending on the signaling of calcium ions, cyclic nucleotides, hormones, reactive oxygen species, or the transcriptional and post translational changes in the gene and expression of proteins (Bob, Wilhelm Russel, 2015). The mechanisms of sodium ion transport in higher plants are similar. Na+ gain entry into the cell through several channels within the plasma membrane. As the sodium ions within the cytoplasm get to toxic levels above the threshold level, it is forced through the Na+/H+ antiports in the plasma membrane, which are energized by proton gradients. Furthermore, Na+ in the cytoplasm can be compartmentalized by antiports in vacuolar Na+/ H+. The transporters use energy provided by the proton gradient, it is created by H+ -PPiase and the vacuolar H+ ATP ase. This is the regulation of sodium ions by the higher plants (Rusells, Helen Howard, 2012). Use of Goldmans equation to calculate multiple ion concentrations or E values. The Goldmans equation is used in plant physiology to determine the potential of a membrane when there is no flow of ions from one side of the membrane to the next. The equation is named after Alan Lloyd, Bernard Kartz, and David Goldman of Columbia University (Verma, 2009). The following is the Goldmans equation for monovalent ions. The Goldmans equation determines the resting potential of the membrane. Vmis the membrane potential. The main contributors to the membrane potential are K+, Na+, and Cl- ions. The Vm is measured in Volts. When the ion channels are closed, the relative permeability is zero. For instance, if K+ channels are closed, PK= 0 (Verma, 2009). The universal gas constant is represented by letter R. The constant is normally (8.314 J.K-1.mol-1).The temperature is represented by letter T. The SI unit for temperature is Kelvin. The Faradays constant is represented by letter F, the constant is (96485 C.mol-1). The potassium ions permeability value for the membrane is denoted as pK. However, permeability values lack a unit. Moreover, the permeability value for potassium ions has a reference value of 1, because in most living cells the permeability value for potassium is higher that of sodium and chloride ions (Verma, 2009). The relative membrane permeability value for sodium ions is denoted by pNa. The relative membrane permeability value for chloride ions is denoted by pCl. The concentration of potassium ions in extracellular fluids is denoted as [K+]o. The concentration of potassium ions in intracellular fluid is denoted by [K+]i.The concentration of sodium ions in extracellular fluids is denoted by [Na+]o. The concentration of sodium ions in intracellular fluids is denoted by [Na+]i.The concentration of chloride ions in extracellular fluid is denoted by [Cl-]o. Finally, the concentration of chloride ions in intracellular fluid is denoted by [Cl-]I (Verma, 2009). The Gold mans equation calculates the membrane potential obtained through relative permeability values and concentration gradient values of the ions. Furthermore, open channels need to be available. The magnitude of permeability for a particular ion can be physiologically regulated and this determines the contribution of that ion to the membrane potential. Translocation of an ion down the electrochemical gradient results into the movement of the membrane potential to its equilibrium potential. Therefore, the larger the permeability of a particular ion results into a large contribution of the ion of the membrane potential (Conde, Manuela, Geros, 2011). Chemiosmosis theory Chemiosmosis is the movement of ions across a semi permeable membrane via diffusion Ions transported include, Cl- or Na +. Movement of ions in chemiosmosis occurs down an electrochemical potential gradient (potential energy). Chemiosmosis is a type of diffusion, therefore, movement of ions across a membrane occurs from a region of high ion concentration to a region of low ion concentration (Hanson, 2007). Functions of chemiosmosis Chemiosmosis is important in the production of adenosine triphosphate (ATP). ATP is the main molecule used in the production of energy in the cell.ATP is produced via cellular respiration in eukaryotic mitochondria. NADH molecules and FADH2 are first derived from the citric acid cycle; electrons are then moved to an electron transport channel that releases energy. The energy released allows for the movement of protons (H+) down a protein gradient through chemiosmosis (Walter, 2010). Consequently, the enzyme ATP synthase produces ATP. Proton flow down the concentration gradient turns the ATP synthase rotor and state therefore making it possible for a phosphate group to link up with adenosine diphosphate (ADP).Therefore, ADP is formed. ATP production during respiration is known as oxidative phosphorylation.ATP is finally created through phosphorylation of ADP via glucose (Walter, 2010). Aerobic respiration Chemiosmosis plays a vital role in ATP production; the process enables living organisms to produce their energy. Dr. Peter D. Michelin first formulated the idea of ATP synthesis via chemiosmosis in 1961. Michelin was awarded a Nobel Peace Prize due to the contributions to Chemistry in 1976 (Heldt Bridgit, 2010). Example of chemiosmosis It is involved in transport of H+ ions across the cell membrane during ATP production. The most common type of chemiosmosis is production of ATP in cellular respiration. Eukaryotic organisms have a mitochondria. However, bacteria and archaea lack mitochondria, they also produce ATP during chemiosmosis via phosphorylation. The process has an electron transport chain. However, it takes place across the inner membrane of the microorganisms, since they lack mitochondria. Plants are involved in chemiosmosis via the production of ATP during photosynthesis (Caroline, Martin Alyson 2008). ABC Transporters They consist of several subunits divided into transmembrane proteins and ATP ases. ATPase subunits use ATP energy obtained from hydrolysis. Furthermore, they provide energy used in the uptake or retake of substrates across membranes (Cornelia Alexis, 2017) ABC transporters belong to the ABC super family depending on organization and sequence of their ATP binding cassette domains. It can be noted that integral membrane proteins may have evolved several times on their own; therefore, they have different protein families.ABC uptake porters transport a wide variety of biosynthetic precursors, nutrients, vitamins and trace metals while exporters transport sterols, lipids, drugs and a wide variety of metabolites (Cornelia Alexis, 2017) Functions of ABC transporters ABC transporters utilize ATP energy from hydrolysis. They are divided into three functional categories; importers allow for the transport of nutrients such as amino acids, ions, peptide sugars, and other hydrophilic molecules into the cells. Eukaryotes lack the importers .Exporters act as pumps that remove toxins from the cell. Exporters transport lipids and other polysaccharides from cytoplasm to periplasm in Gram-negative bacteria. The other group of ABC transporters is involved in the repair process of DNA and translation (Birgt, 2011). Plant ABC transporters ABC transporters are categorized into 13 subfamilies depending on their sizes, the overall amino acid sequence, and orientation. The largest subfamily is the P- glycoproteins that has 22 members. ABC transporters have the B subfamily that is found on the plasma membrane. In addition to that, they are heterologously expressed in E coli, Schizosaccharomyeces pombe and Saccharomyces cerevisae to determine the specificity of a substrate. ABC B transporters move phytohormone indole -3 acetic acid (IAA) or auxin. This hormone is an important regulator of plant growth and development (Birgt, 2011). Potassium ions channels. They are found in all living organisms. In addition to that, they form selective pores that are potassium selective in the cell membrane. Moreover, they are found in many types of cells and control a variety of functions in plants (Carraretto et al., 2015). Function of potassium channels They conduct potassium ions down the electrochemical gradient. This transport of ion occurs either rapidly to the rate of diffusion of potassium ions in bulk water or selectively by excluding sodium. Potassium channels set and reset the resting potential in cells. They regulate cell processes such as hormone secretion (Dreyer Uozumi, 2011). Types of potassium channels. Potassium channels are divided into four classes. First, are the potassium channels that are calcium activated. They open or close depending on the presence of calcium ions. Second, are potassium channels that are inwardly rectifying, these pass current easily in an inward direction into the cell. Third, are known as tandem pore ions. They open constitutively and they have a high basal activation. Fourth, are the voltage gated potassium channels that open or close depending on the response of transmembrane voltage (Conde, Manuela Geros, 2011). Regulation of potassium channels. Two processes regulate the flux of ions via potassium channel pores, the processes include inactivation and gating. The opening or closing of a channel in response to external stimuli is known as gating. When a current from an open channel is stopped and the channel inhibits conducting, this is known as inactivation. The two processes regulate conductance of potassium channels(Vanessa, C., Teardo, E., Elide, F. Elizabeth, 2013). Potassium channel blockers These blockers stop the flow of potassium ions through the channels. They compete with the binding of potassium within the selectivity filter or they bind outside the filter to stop conduction of ions. An example is the ammonium ions, which bind at the central cavity of the channel or the extracellular face. Potassium ion channels can also be blocked by barium ions that bind with a high affinity in the selectively filter (Carraretto et al., 2015). Plasma membrane H+ATP ases (P- Type). This is a protein that belongs to the hydrolase family, especially hydrolases that act on acid anhydrides. The enzyme catalyzes movement of substances across the transmembrane. The protein is a member of the P type ATPase family. The enzyme belongs to the ATP phosphohydrolases class also referred to as H+ exporting. The protein has several other names such as proton ATPases or a proton pump (Yang, 2016). Functions of H+ ATPase / proton pumps. The proton pump creates an electrochemical gradient in plasma membranes of fungi, plants, protists or prokaryotes. Proton gradients that are created drive secondary transport processes. Therefore, this is very important for the uptake of metabolites and plant response to the external environment (Vadim Frans, 2010). The H+ATPases are specifically for protists, fungi and plants while Na+ , K+ ATP ases are concisely meant for animal cells. The two groups of P- type ATP ases perform complementary functions in plants and animal cells. Nevertheless, they do not belong to the same subfamily, their function includes creation of an electrochemical gradient that is used as source of energy for secondary transport (Vadim Frans, 2010). Structural studies of proton pump H+ ATPases are scarce. The only structural information available for the fungal H + ATPase is from Neurosporacrassa, it includes low-resolution2D H+ ATP ase crystals. Structure of Arabidopsis thaliana is available for the plants. The crystal structure of the plasma membrane H+ ATP ases is obtained from 3D crystals. The crystals have a resolution of 3.6A. The structure identifies three cytosolic domains that correspond to the nucleotide binding (N), phosphorylation (P), and actuator (A) domains (Vadim Frans, 2010). Moreover, the structure shows the ATP ase to exist in a quasi-occluded E1 state. The catalytic unit fold reveals structural similarity of a high degree to the SR Ca2+ ATP ase and Na+ K+ ATP ase. The domain arrangement is similar to SR Ca 2+ ATP ase (Vadim Frans, 2010). Regulation Regulation of the activity of PM H+ ATPase is very important to the plant. Over expression of the protein is compensated by the down regulation of activity. The removal of an isoform demands compensation by redundancy and augmented activity of other isoforms through increasing post-translational modifications. Auto inhibition of the PM H+ ATP negatively regulates activity of the pump .Therefore, it deactivates the enzyme into a low activity state, in this state, ATP hydrolytic activity is partially uncoupled from ATP hydrolysis. The auto inhibition is achieved in terminals of the protein. Communication between the two termini allows for the control of the pump activity. The PM H+ ATP as is the first ATP ase in which both C and N termini takes part in regulating protein activity (Carraretto et al. 2015). Physiological roles in plants The plasma membrane ATP ases are found all over the plant. Nevertheless, some plant cells have higher concentrations of PM H+ ATP ases. These types of cells are used in active transport. Furthermore, they also accumulate solutes from the external environment. Studies on the roles of these proteins were formulated from genetic research studies on the Arabidopsis thaliana , a multigene family with 12 different ATP ase genes (Birgt, 2011). H+ ATP ases are involved in some important physiological processes such as loading of the phloem: The phloem tissue transports organic compounds over a long distance. Furthermore, it transports sugar from the leaves to other regions of the plant. H+ ATP ases power the transport of sugar via the sucrose / H+ transporters. In addition to that, it is very important in loading sucrose to the phloem (Birgt, 2011). The second function is the uptake of solids by the roots. H+ ATP ase provides energy for the uptake of solid nutrients from the soil into the roots. Furthermore, it is involved in loading of solutes into the xylem that are used in transport of micronutrients and water ( Birgt, 2011). The third function is in tip-growing systems. Root hairs and pollen tubes are good examples of tip growing systems in plants. In these systems, the cell only grows in one direction, a direction that is controlled by a proton gradient. The protons go through the extreme tip and they are pumped out just below the tip ( Laurence, Xavier Adain, 2003). The ATPase affects the size of aperture in stomata. The pore of a stomata controls Carbon dioxide diffusion into the leaves during photosynthesis. Two guard cells from the pore control size of the stomatal pore. They swell as they respond to the activity of H+ ATP ase. Opening or closing of the pore is controlled partially by regulating H + ATP ase (Hamilton, Schlegel, Haswell, 2016). Movement of organs in a plant is controlled by motor cells that change the cell turgor. (Wang,et al., 2015). The movements of organs include solar tracking to increase orientation of leaves to photosynthesis, and reactions of some plant parts in plant species such as the carnivorous plants. The process of swelling and shrinking takes place via large fluxes of water and ions (Francis Xavier, 2017). The activation of H+ ATPase leads to the hyperpolarization of plasma membrane and opening of potassium channels that are voltage sensitive. The influx of K+ leads to the uptake of water and increase in turgor (Birgt, 2011). The next function is osmotolerance and salt. The salt conditions are stressful to the cell; the first stress is loss of turgor because of hypertonicity of the extracellular medium. Next, is the effect of toxic ions on metabolism. Plants have therefore developed defense mechanisms against the effects of salinity. When a plant is facing salt stress, Na/ H+ antiporter is engaged, it is powered by the H+ ATP ase action (Birgt, 2011). Electrogenic ion pumps These are primary active transporters, which hydrolyze ATP. Furthermore, they use the energy derived from hydrolysis of ATP to facilitate ion transport across biological membranes. Consequently, net charges are transported across membranes. An example of such a pump is the Na+ /K+ ATP ase also known as the sodium pump.It transports three sodium ions out of the cell and two potassium ions into cells during each transport cycle. Therefore, it leads to movement of a net positive charge out of the cell therefore making the process electrogenic (Frans Maathus, 2014). Higher plant cells have vacuoles that play a vital role in homeostasis. High energy metabolites pump protons into the vacuole thus establishing a proton electrochemical gradient that allows for the transport of ions. Regulation of potassium, sodium and chloride ions in plant cells is important for growth and development. Furthermore, chemiosmosis is a form of diffusion that enables the transport of ions from a region of higher concentration to a region of lower concentration. Ions in plant cells need to be regulated in order to attain homeostasis and allow for better growth. References: Birgt, P. (2011). Plant Biochemistry. (4th ed.). New York: Elsevier. Bob, B., Wilhelm, G., Russel, L. (2015). Biochemistry and Molecular Biology of plants. New York: Wiley and Sons. Caroline, B., Martin, S., Alyson, T. (2008). Plant Biochemistry. (1st ed.). New York: Garland Science. Carraretto, L., Teardo, E., Vanessa, C., Govani, F., Noboyuki, Y. Ildiko, S. (2015). Ion channels in plant Bioenergetic Organelles, Chloroplasts and Mitochondria; From Molecular Identification of Function. Cell Press Partner Journal, 9(4), 371-395. Conde, A., Manuela, C. Geros, H. (2011). Membrane Transport signaling in plant Adaptation to environmental stress. Plant Cell Physiology, 152 ( 9), 1583-1602. Cornelia, E. Alexis, A. (2017) Ion transport at the vacuole during stomatal movements. American Society of Plant Biologists, 174 (2), 520-530. Dietrich, P., Kugler, A., Beker, D. (2010). Physiology and biophysics of plant ligand gated ion channels. Plant Biology, 12, (1), 1027-1065. doi:10.1111/j.1438-8677.2010.00362.x Dreyer, L., Uozumi, N. (2011). Potassium channels in plant cells. FEBS Journal, 278 (22), 4293 303. Eduardo, Z., Taiz, L., Mollar, M., Murphy, A. (2014). Plant Physiology and Development. 6th Edition. London: Sinaur Associate, Inc. Francis, T., Xavier, D. (2017). Root water uptake and ideotypes of the root system ;whole plant controls matter. Vadose Zone Journal, 16 (9), 13-56. Frans, J., Maathus, J. (2014). Sodium in plants: perception, signaling, and regulation of sodium fluxes. Journal of Experimental Biology, Vol. 65(3), 849- 858. Hamilton, E., Schlegel, A. Haswell, E. (2016). United in Diversity Mechanosensitive Ion channels in Plants . Annual Review of Plant Biology, 10(46), 1011-1046. Heldt, W., Bridgit, P. (2010). Plant Biochemistry. (4th ed.). New York: Academic Press. Rusells, L., Helen, O., Howard, T. (2012). The Molecular Life of plants. New York: Wiley-Blackwell. Swarrendo, R., Usha, C. (2016). Role of sodium Ion transporters and osmotic adjustments in stress alleviation of Cynodondactylon under NaCl treatment. Protoplasma, 255 (1), 175- 191. Vadim, D., Frans, J. (2010). Ion channels and plant stress responses. (1st ed.). Berlin: Springer. Vanessa, C., Teardo, E., Elide, F., Elizabeth, B. (2013). Regulation of photosynthesis by ion channels in cyanobacteria and higher plants. Retrieved from, https://www.elsevier.com/locate/biophyschem. Verma, C. (2009). Plant Physiology. (2nd ed.).New Delhi: ANE Books. Walter, H. (2010).Plant Biochemistry. 4th (ed.). Frankfurt: Academic Press. Wang, X., Jiana, P., Geng, S., Wang, S., Shi, D. (2015). Physiological Strategies of sunflower exposed to salt or alkaline stresses. Restriction of Ion transport in the cotyledon Node Zone and Solute Accumulation. Agronomy Journal, 107(6), 2181-2192. William, P., Lana, S., Michael, B., Rosanee, G., Jayakumar, B., Sergey, S. (2014). Ion transport in broad bean leaf mesophyll under saline conditions. Planta, 240(4), 279-743. Yang, C. (2016). Adaptive plant physiology in extreme environments. Journal of Plant Physiology, 194 (1), 1-72. Zeigar, E., Lincoln, T. (2009). Plant Physiology. (5th ed.). New York: Saunders.

Marketing Essay Example

Marketing Essay Assignment 01.Instructor: Miss Nida Aslam khanPrinciples of Marketing Syed Aun Rizvi Mohammed ShehmirMaaz Shahid| The Pakistani brand we have selected is â€Å"OMORE ICECREAM†. The Company that produces it is Engro Foods Limited. COMPANY Engro foods are among the biggest and fastest growing conglomerates in Pakistan with a vision to cater to local needs with the products conforming to global standards. Highly passionate about millions of people across the lengths and breadth of Pakistan and beyond with the ultimate brand experience, its product comprises some of the country’s biggest and best selling brands including Olpers, Omore Ice-cream, Omung Lassi, Dairy Omung and Tarang. Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004. Using dairy as a stepping stone to enter into the food business, the company has established state of the art processing unit in Sukkur and Sahiwal, along with the ice-cream production facility in Sahiwal. MARKETING STRATEGY FOR THE OMORE We will write a custom essay sample on Marketing specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Omore ice-cream was launched in March formally on April 6 2009 in eight cities and towns, started with 24 different formats and flavors. It is a brand that seeks to cater a wide range of consumer groups and taste palettes. Omore Ice-cream has a high quality and eye catching packaging and the packaging is colorful and beautiful which attracts children. They promote ice cream through advertising such as vehicle advertising, billboards, point of displays and television ads which are very attractive. When Omore ice-cream was introduced, for marketing, flyers were thrown in different housing communities using airplanes. They also have a slogan for joy and happiness â€Å"Art of Happiness† and have associated their brand with rituals, celebrations like basant, mela etc. they also market their products at face book, twitter etc to link their brand with customers. Omore ice-cream is available in large, small bakeries and stores. They also sell their products directly to consumers using cycles and their own personnel. MARKETING MIX OF OMORE PRODUCT OMORE has differentiated and positioned its ice-cream on following dimensions: Conformance Quality: This is done by opening channels for getting feedback i. e. hrough website, help lines, social media like Face book which allows customers to complain and suggest about the product. Reliability: Omore claims to use pure ingredients, authentic flavors and best available technology which are verified by its consumers, which helps to gain reliability in Omore. Style: Style describes the product’s look and feel to the buyer. Omore has considered differentiating their ice-creams through improving their packaging or the style with a distinctive feeling about their product. Product name 1. Froze ice pops 2. Nutty caramel cones 3. Strawberry/Mango/vanilla affairs 4. Kulfi (Desi) 5. Lick a flavor 6. Froze cups 7. Buzz Packaging: High quality and eye catching packaging. Packaging color ranges from red, blue, yellow, orange, green and purple. PRICE To capture the market, market pricing strategy is based on â€Å"competition based pricing†. The price of its competitor (Walls) is more or less the same. Product line pricing comprises of: Froze (Rs. 5-10-12-15), Range of family packs (Rs. 150-120-180), Range of individual ice-cream (Rs. 10-15-20-30). List price: price varies differently depending upon- cups Rs. 20 cones. Rs. 30 ice pops. Rs. 10-30 soft serve ice cream Rs. 10-15 1 ltr ice cream Rs. 50 2ltr ice cream tub Rs. 275. PLACEMENT Omore ice cream is sold directly through retailers and distributors. Omore ice cream for the time being is only available in limited cities. But now it is expanding the base. Ice-cream is transported to retailers through private transportation firms e. g. Abu dawood and PTI. The ice cream is available at small, medium sized retailers, shopping mart, medical stores and other types of stores. PROMOTION Broadcasting media: Televisions, radio ads and internet ads. Print media: Vehicle advertising, outdoor billboard and point of sale display. Advertising are mostly colorful like their packs. MARKETING ENVIRONMENT Geographic: At the start, the only market served was Lahore. After a year they expanded their business and entered other cities as well. Omore covers Punjabi cities more strongly because they are near to their Sahiwal factory. Demographic: Omore has ice cream for almost all demographic segments. Takeaway packs and tubs for families, cones for teen agers, and cups and ice pops for children. Behavioral: Omore is planning to be among those ice creams which offer diet ice creams for those people who have diabetes problem or are diet conscious. It is a large untapped market segment which they are planning to tap soon. In this segment they chose occasional and benefit sought segmentation. COMPETITION With the aid of a table, points are given to each company out of 5. â€Å"1† being the lowest and â€Å"5† being the highest. | Omore| Walls| Igloo| Advertising (Electronic media)| 4| 5| 2| Advertising (Online)| 4| 4| 2| Advertising (off-line e. g. banners, posters, seminars)| 5| 4| 2| Variety of flavors| 3| 5| 3| Quality| 5| 5| 3| Quantity (according to price)| 4| 4| 4| Price| 4| 4| 5| Total points| 29| 31| 21| The table clearly shows that the major competition which OMORE is getting is just from one brand which is Walls, which is manufactured by Unilever. The other competitor, Igloo, used to be a major market player in the beginning of this industry but now the overall performance has declined very much. The competitive edge in marketing which OMORE possesses is off-line marketing in which the company has used a big variety of means to create a good brand image and to create a brand loyalty in customers. They have been organizing different forms of seminars in public places such as schools, resorts, hotels, beeches, restaurants, colleges, universities and shopping malls. Other means are mobile ice cream parlors (using a bus), Sponsoring events in Universities (ADWAR in IBA), organizing concerts, combined advertisings by joining the brand name (Ice age 4 and OMORE). CHARACTERISTICS AFFECTING THE CONSUMER BEHAVIOR TOWARDS OMORE ICE CREAM CULTURAL FACTORS Cultural shifts: People in Pakistan like â€Å"Desi† sweets dishes more, this entrenched societal characteristics helped marketers of Omore to come up with â€Å"DESI† oriented products like â€Å"KULFI† campaigning it as â€Å"DIL BOLE DESI†. Social class economic situation: considering the vast social classes bad economic condition, Omore has introduced 30 SKUs. These units help to fulfill needs of different classes. Family: members of the family often get together at rituals, celebrations, weekends in Pakistan. Omore has associated its brand with happiness joy that â€Å"enjoy the moments with sweet items such as family packs of Omore ice cream†. PERSONAL FACTORS Age Life-Cycle stage self concept: children, adults old people have different buying behavior. Colors, cartoons, sincerity are associated with child’s personality that’s why Omore has introduced the â€Å"Frooze† series of ice cream. Adult go for excitement and Omore’s â€Å"chocolate temptation† promises of classy, imaginative taste. PSYCHOLOGICAL FACTORS Motivation: buying behavior varies from one person to other according to their motivation level because for underprivileged person, ice cream is the occasional treat while for privileged ones, Omore ice cream could be a source of fulfilling the esteem or social needs. Learning, Belief attitudes: with vast range of flavors classy taste, Omore ice cream hasn’t disappointed its first users consumers’ response has been tremendous so far. Omore has grabbed more than 26% total market share. Omore has also succeeded in changing attitudes of even brand loyal of Walls ‘product. TYPE OF BUYING DECISION BEHAVIOR Consumer of ice cream undertakes variety-seeking buying behavior because of low-involvement but significant perceived brand differences. There is significant difference found among price, flavors, product design, marketing strategy of two brands i. e. Omore Walls. Omore consumers wouldn’t do much evaluation before usage of any product often keep on looking for new different products for merely variety. BUYER DECISION PROCESS Need recognition: a consumer who eats creamy strawberry ice cream of Walls would be triggered by the ad of Strawberry Cheesecake ice cream of Omore with the flavor of Cheese because he likes cheese flavor. Information search: consumer may go for experiential sources to get the information in which he would use the product. Moreover, he can also get information from personal sources. This information could bring more products under consideration. Evaluation of alternatives: since there are two major ice cream brands in Pakistan, then consumer will compare the features of two products, such as price, flavor, quality etc and make the priority list. Consumer’s priority list could consist of quality, cheese flavor, accessibility. Purchase decision: consumer will make the purchase in keeping account of his priority list if Strawberry Cheesecake ice cream of Omore fulfills all consumers’ requirements, then he will buy it. Post purchase behavior: if the consumer’s expectation ice cream perceived performance match then consumer will be satisfied otherwise not. Consumer may compromise for some drawbacks of chosen products such as high price and this would push him towards the post purchase dissonance. Details of contact person: Filza Feroz Maniar Corporae Payable Officer Number#03333269847

The portrayal of Shylock in The Merchant of Venice Essay Example

The portrayal of Shylock in The Merchant of Venice Essay Example The portrayal of Shylock in The Merchant of Venice Paper The portrayal of Shylock in The Merchant of Venice Paper Essay Topic: Merchant Of Venice Play This play is set in the city of Venice about the year 1596. Venice was the main trade center in all of Europe. They traded all sorts of cargo, like human cargo (slaves.), silks and spices. The law of Venice was extremely strict and if anyone disobeys the law they would be in deep trouble. Venice is full of mixed people, wealthy people, poor people, kind people, loyal people and unloyal people. Venices main religion is Christianity. The main Christian in this story is Antonio. Antonio is a merchant who loans people money without charging interest. Venice has also got Jews (or the Hebrews). The Jews came from a place called Israel. The powerful Romans ruled Israel. At first the Jews were allowed their religion but then the Romans tried to crush it. The main Jew in this story is a man called Shylock. Shylock also loans money but has to charge interest. Shylock A villain who deservers his fate? Shylock has a deep obsession with money. Shylock cares more about money than anything else in the world even more than his daughter. When his daughter ran away with a Christian it made him intensively mad. But what was more shocking to him was that she took lots of his money and his wifes precious turquoise. The turquoise is a valuable ring that he cared about a lot. When Shylock found out that his daughter had ran away he had very mixed feelings. This was because at the same time he found out another one of his archenemys (Antonio.) ships had gone down. But then he said, I would my daughter were dead at my foot, and the jewel in her ear. These two lines tells us and the audience how low he would sink for money. Shylock also hates the rich and the tremendously famous Antonio. The main reason he hates him is because Antonio will not charge interest on his loans, He lend out money gratis. He hates Antonio for doing this because it brings down rate of unsance here with us in Venice. This means that Shylock has to charge very little interest so he can stay in business, this hurts Shylocks pocket. Shylock tells the audience his true feelings about Antonio. He says I hate for he is a Christian. When this speech is being said Shakespeares audience would have flipped in anger. The audience might have thrown stuff and definitely booed . But if this play was show now-a-days the audience would still be angry but not as much as Shakespeares time. At times Shylock can be really mean and harsh. Like when he was asked to come and eat with the Christians he didnt take it at all nicely, he said I will buy with you, sell with you, talk with you, walk with you and so following; But I will not eat with you, drink with you nor pray with you . I think this speech Shylock just said was totally unnecessary but after the way he has been treated its completely understandable. When he was about to leave to go to dinner he told Jessica not to look at what was happing at the dinner and lock up my door . He even said not to look at any Christians, nor thrust your head into public street, To gaze on a Christian fools with varnished faces . All these thing he says to Jessica is more bitterness towards to Christians. There Shylock is also not nice to his Christian servant Lancelot. He treats him like he has no self respect and only rarely dose he call him buy his real name he normally calls him fool . And Shylock said to Lancelot that he wasnt allowed to speak unless he said so, Who bids thee call? I did not bid thee call. I think and so would the audience that no matter how much you hate someone they at least should have the right to speak whenever they like. I dont actually think that Jessica really loves her father Shylock, because if she did she wouldnt have ran away from her father. And the thing is that she didnt just ran away with anyone she ran away with the kind of people that Shylock hates most, a Christian. She didnt even tell her father the truth and stuck up for the servant instead. When Shylock asked what Lancelot said to Jessica, Jessica replied, His words were farewell, mistress, nothing else . But what Lancelot had really said was, Mistress, look out at window for all this: There will come a Christian by will be wroth a Jewà ¯Ã‚ ¿Ã‚ ½s eye . This is one of many speeches that the audience knows what is really happening and the actors dont. Shylock can also be a tremendously cunning and sly man. For example when the merchant Antonio came to ask Shylock for the 3,000 ducats Shylock at first wasnt sure. But then his brain clicked in and he found a cunning idea that will enable him to get his revenge that he has been waiting so long. He had tricked Antonio into signing the most dreadful bond in the entire world. If shylock didnt have his money back he would take 1lb Of your fair flesh, to be cut off and taken . At a point like this the audience would be shocked at how a man like this came be so evil. He tricked Antonio into the bond be saying that he was being kind and that he was showing kindness . Shylock made Antonio think that paying a 1lb of his flesh is better than paying extra interest. He also made him think that there was no way that he couldnt afford to pay him back so there was no way that he would have to give a 1lb of his flesh. This is another one of Shakespeares amazing parts were the audience knows the truth about Shylocks true feelings and Antonio and Bassanio have no idea whats going on. This brings a sense of excitement to the audience, which would stop them from falling asleep, and would stop them from walking out of the place were the play is being shown. Shylock at times is a very cruel and vindictive man. Like when he hears the awful news that all of Antonios ships have gone down and that he would be able to have his 1lb of flesh, he was delighted. But then at the same time he had got some bad news. He found out that his daughter had ran away with a Christian and she had taken most of his money. But as soon as he heard the bad news he forgot about and started talking about how his bond came true. But soon it all got to his head and he became obsessive with how he is going to kill the Christian he hates most Antonio. When he gets to the court he comes prepared for everything. And he amazed the whole courtroom by bringing his own pair on scales and his own knife. This proved to everyone in the audience what a disgusting and evil man he really was. And to top of his evil ways, while the court case was in action Shylock was sitting on the floor sharpening his knife on his leather shoe. All pleads of mercy towards Shylock were turned down. Even after Portias humungous speech about mercy he still said no. In the speech she basically said that mercy is a blessing form god and if you show mercy you will receive mercy. It is an attribute to god himself . But Shylock still wanted to go through with the dreadful bond. When Portia (Balthazar) asked Shylock if they could at least Have by some surgeon, Shylock, on your charge, To stop his wounds, lest he do bleed to death . But Shylock was on a roll being so cruel and mean; all he said was Is it so nominated in the bond? . This answer that Shylock just gave is a big time villain answer. Bassanio offered money to Shylock to spare Antonios life but Shylock refused all the money that was offered and said If every ducat in six thousand Were in six parts, and every part a ducat, I would not draw them; I would have my bond . Then even Antonio gave up arguing with Shylock about sparing his life. He said it was like telling the tides not to rise and not to fall. You may as well go stand upon the beach And bid the main flood bate his usual height . Shylock is quite often not a very nice man. He hates every Christian that he comes across and even the ones that he doesnt know. Shylock is so heartless, vicious, nasty and cruel that he would go ahead and kill a man while he still alive, just because he comes from a different religion. Shylock a villain who deserves his fate? Shylock is treated terribly by the Christians is especially by the evil merchant Antonio. Antonio dished out lots of verbal abuse but he still went to Shylock, and asked for money. Antonio had called Shylock misbeliever, cut-throat dog . Antonio didnt just use verbal abuse he also did disgusting things like, spit upon my Jewish gaberdine . Antonio had also mocked Shylock when he was doing bad and when he was succeeding in life and work, laughed at my losses, mocked at my gains . Another reason why the Christians hated Shylock is because he is a Jew. In the time when this play was set all the Christians hated Jewish people, and Jewish people hated Christians. In Shakespeares time the audience would have also hated shylock and would have agreed with all the insults the Antonio and his friends gave to Shylock. But the audience of the 21-century would have a totally different point of view. The insults that were most used against Shylock were, dog and devil . These words were used in the play to make the audience think the Shylock is an evil man and that he shouldnt be liked or trusted. All the abuse thats Shylock took made him madder and madder making him hate the Christians. He hated them so much that he wouldnt even let his daughter look at them. To gaze on Christians fools with varnished faces . When Antonio came to ask for the money Shylock first wasnt sure but then he found out that he could use it as a way of revenge. He said that if the money was not paid back pound of your fair flesh, to be cut off and taken . And this made Shylock turn into a mental man. When the court case had started everything had gone to shylocks head and he turned into a totally different man. And his desire for revenge became unnatural. Shylock is never shown mercy. At the court case Shylock was asked repeatively to show mercy. Then must the Jew be merciful . Portia also asked that if you be merciful then people shall be merciful to you. She also said that mercy is a blessing from God. It is an attribute to God himself, And earthly powers doth then show likest God . But when it was Shylock in trouble nobody showed even the slightest bit of mercy. It was even worse when first he was able to keep half of his wealth, which is quite merciful, but then the Christian Antonio blew the mercy thing by making Shylock turn into a Christian. He presently become a Christian . By saying this it canceled out any mercy that they might have shown. Turning Shylock into a Christian is the worst thing you can do and is defiantly not merciful. Shylock now has to turn against everything he believes and against everything hes taught. Especially Portia treated shylock terribly at the end of the court case. She the one saying to be merciful but then she turned into an evil monster. She had taken all his pride and said down, therefore, and beg mercy at the duke . Everything was taken away form Shylock and there was no way he could have been treated any worse then they did that day. My personal views. When I got asked the question is Shylock a victim or villain I thought that he is mainly a victim. He was a victim throughout over 2/3 of this play and he wasnt a villain a lot. When we first started reading the play I felt extremely sorry for Shylock. The Christian Antonio and his friend always took the mick and called him dog . When Antonio asked Shylock for 3,000 ducats, Shylock said to him Fair sir, you spat on me Wednesday last, You spurned me such a day, another time You called me dog: and for these courtesies Ill lend you thus much monies . I think that this speech is excellent I love the way that he put he words, which makes it down to the point while being sarcastic. What he says is, you called me dog, spat on me and for this I shall lend you money. Antonio had also called him misbeliever, cut-throat dog . When I first heard this speech I felt like killing Antonio, from all the info we had so far I got the impression that Shylock is capable of every day life until the evil Antonio suddenly pops up and ruins everything. I think that the punishment that was given to Shylock is way to harsh. The punishment is that half is wealth shall go to the city of Venice and the other half shall be his until he dies when it shall go to Jessica. But even worse is that Shylock has to become a Christian. I think that turning Shylock into a Christian is the most horrific thing you can do. Shylock will have to go Church, eat with Christian people and change his whole way of Jewish life. In the early scenes he told us how much he hated Christians and that he would never dine with Christians as long as he lived. So turning him into a Christian is making him turn against everything and everyone he ever loved and believed in.

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