Isds Ch 5

Business Intelligence, 2e (Turban/Sharda/Delen/King) Chapter 5 Text and Web Mining 1) DARPA and MITRE teamed up to develop capabilities to automatically filter text-based information sources to generate actionable information in a timely manner. Answer: TRUE Diff: 2Page Ref: 190 2) A vast majority of business data is captured and stored in text documents that are structured. Answer: FALSE Diff: 2Page Ref: 192 3) Text mining is important to competitive advantage because knowledge is power, and knowledge is derived from text data sources. Answer: TRUE Diff: 2Page Ref: 192 ) The purpose and processes of text mining are different from those of data mining because with text mining the input to the process are data files such as Word documents, PDF files, text excerpts, and XML files. Answer: FALSE Diff: 3Page Ref: 192 5) The benefits of text mining are greatest in areas where very large amounts of textual data are being generated, such as law, academic research, finance, and medicine. Ans wer: TRUE Diff: 2Page Ref: 192 6) Unstructured data has a predetermined format. It is usually organized into records as categorical, ordinal, and continuous variables and stored in databases.Answer: FALSE Diff: 2Page Ref: 193 7) Stemming is the process of reducing inflected words to their base or root form. Answer: TRUE Diff: 1Page Ref: 193 8) Stop words, such as a, am, the, and was, are words that are filtered out prior to or after processing of natural language data. Answer: TRUE Diff: 2Page Ref: 193 9) The goal of natural language processing (NLP) is syntax-driven text manipulation. Answer: FALSE Diff: 2Page Ref: 196 10) Two advantages associated with the implementation of NLP are word sense disambiguation and syntactic ambiguity. Answer: FALSE Diff: 2Page Ref: 196 1) By applying a learning algorithm to parsed text, researchers from Stanford University's NLP lab have developed methods that can automatically identify the concepts and relationships between those concepts in the tex t. Answer: TRUE Diff: 2Page Ref: 197 12) Text mining can be used to increase cross-selling and up-selling by analyzing the unstructured data generated by call centers. Answer: TRUE Diff: 1Page Ref: 200 13) Compared to polygraphs for deception-detection, text-based deception detection has the advantages of being nonintrusive and widely applicable to textual data and transcriptions of voice recordings.Answer: TRUE Diff: 2Page Ref: 201 14) The main purpose of establishing the corpus is to collect all of the documents related to the context being studied. Answer: TRUE Diff: 2Page Ref: 207 15) The main categories of knowledge extraction methods are recall, search, and signaling. Answer: FALSE Diff: 2Page Ref: 210 16) Web pages consisting of unstructured textual data coded in HTML and logs of visitors' interactions provide rich data that can easily provide effective and efficient knowledge discovery. Answer: FALSE Diff: 3Page Ref: 217 7) Web crawlers are Web content mining tools that are used to read through the content of a Web site automatically. Answer: FALSE Diff: 1Page Ref: 218 18) Amazon. com leverages Web usage history dynamically and recognizes the user by reading a cookie written by a Web site on the visitor's computer. Answer: TRUE Diff: 1Page Ref: 221 19) The quality of search results is impossible to measure accurately using strictly quantitative measures such as click-through rate, abandonment, and search frequency. Additional quantitative and qualitative measures are required. Answer: TRUE Diff: 2Page Ref: 222 0) Customer experience management applications gather and report direct feedback from site visitors by benchmarking against other sites and offline channels, and by supporting predictive modeling of future visitor behavior. Answer: FALSE Diff: 3Page Ref: 224 21) A vast majority of business data are stored in text documents that are ________. A) mostly quantitative B) virtually unstructured C) semi-structured D) highly structured Answer: B Diff: 1 Page Ref: 192 22) Text mining is the semi-automated process of extracting ________ from large amounts of unstructured data sources.A) patterns B) useful information C) knowledge D) all of the above Answer: D Diff: 2Page Ref: 192 23) All of the following are popular application areas of text mining except: A) information extraction B) document summarization C) question answering D) data structuring Answer: D Diff: 2Page Ref: 193 24) Which of the following correctly defines a text mining term? A) Tagging is the number of times a word is found in a specific document. B) A token is an uncategorized block of text in a sentence. C) Rooting is the process of reducing inflected words to their base form.D) A term is a single word or multiword phrase extracted directly from the corpus by means of NLP methods. Answer: D Diff: 3Page Ref: 194 25) ________ is a branch of the field of linguistics and a part of natural language processing that studies the internal structure of words. A) Morphology B) Corpus C) Stemming D) Polysemes Answer: A Diff: 2Page Ref: 194 26) Using ________ as a rich source of knowledge and a strategic weapon, Kodak not only survives but excels in its market segment defined by innovation and constant change. A) visualization B) deception detection C) patent analysis D) semantic cuesAnswer: C Diff: 2Page Ref: 194 27) It has been shown that the bag-of-word method may not produce good enough information content for text mining tasks. More advanced techniques such as ________ are needed. A) classification B) natural language processing C) evidence-based processing D) symbolic processing Answer: B Diff: 2Page Ref: 195 28) Why will computers probably not be able to understand natural language the same way and with the same accuracy that humans do? A) A true understanding of meaning requires extensive knowledge of a topic beyond what is in the words, sentences, and paragraphs.B) The natural human language is too specific. C) The part of speech depends only on the definition and not on the context within which it is used. D) All of the above. Answer: A Diff: 3Page Ref: 196 29) At a very high level, the text mining process consists of each of the following tasks except: A) create log frequencies B) establish the corpus C) create the term-document matrix D) extract the knowledge Answer: A Diff: 2Page Ref: 207 30) In ________, the problem is to group an unlabelled collection of objects, such as documents, customer comments, and Web pages into meaningful groups without any prior knowledge.A) search recall B) classification C) clustering D) grouping Answer: C Diff: 2Page Ref: 211 31) The two main approaches to text classification are ________ and ________. A) knowledge engineering; machine learning B) categorization; clustering C) association; trend analysis D) knowledge extraction; association Answer: A Diff: 2Page Ref: 211 32) Commercial software tools include all of the following except: A) GATE B) IBM Intelligent Miner Data Mining Suite C ) SAS Text Miner D) SPSS Text Mining Answer: A Diff: 2Page Ref: 216 33) Why does the Web pose great challenges for effective and efficient knowledge discovery?A) The Web search engines are indexed-based. B) The Web is too dynamic. C) The Web is too specific to a domain. D) The Web infrastructure contains hyperlink information. Answer: B Diff: 2Page Ref: 217 34) A simple keyword-based search engine suffers from several deficiencies, which include all of the following except: A) a topic of any breath can easily contain hundreds or thousands of documents B) many documents that are highly relevant to a topic may not contain the exact keywords defining them C) web mining can identify authoritative Web pages D) many of the search results are marginally or not relevant to the topic Answer: CDiff: 3Page Ref: 217 35) Which of the following is not one of the three main areas of Web mining? A) Web search mining B) Web content mining C) Web structure mining D) Web usage mining Answer: A Diff: 2 Page Ref: 218 36) Which of the following refers to developing useful information from the links included in the Web documents? A) Web content mining B) Web subject mining C) Web structure mining D) Web matter mining Answer: C Diff: 2Page Ref: 219 37) A ________ is one or more Web pages that provide a collection of links to authoritative pages, reference sites, or a resource list on a specific topic.A) hub B) hyperlink-induced topic search C) spoke D) community Answer: A Diff: 2Page Ref: 219 38) All of the following are types of data generated through Web page visits except: A) data stored in server access logs, referrer logs, agent logs, and client-side cookies B) user profiles C) hyperlink analysis D) metadata, such as page attributes, content attributes, and usage data Answer: C Diff: 2Page Ref: 220 39) When registered users revisit Amazon. com, they are greeted by name. This task involves recognizing the user by ________. A) pattern discovery B) association C) text miningD) readi ng a cookie Answer: D Diff: 1Page Ref: 221 40) Forward-thinking companies like Ask. com, Scholastic, and St. John Health System are actively using Web mining systems to answer important questions of â€Å"Who? † â€Å"Why? † and â€Å"How? † The benefits of integrating these systems: A) are measured qualitatively in terms of customer satisfaction, but not measured using financial or other quantitative measure. B) can be significant in terms of incremental financial growth and increasing customer loyalty and satisfaction. C) have not yet outweighed the costs of the Web mining systems and analysis.D) can be infinitely measurable. Answer: B Diff: 3Page Ref: 222 41) ________ is the semi-automated process of extracting patterns from large amounts of unstructured data sources. Answer: Text mining Diff: 1Page Ref: 192 42) ________ is the process of identifying valid, novel, potentially useful, and ultimately understandable patterns in data stored in structured database s, where the data are organized in records structured by categorical, ordinal, or continuous variables. Answer: Data mining Diff: 1Page Ref: 192 43) ________ is the grouping of similar documents without having a predefined set of categories.Answer: Clustering Diff: 2Page Ref: 193 44) In linguistics, a(n) ________ is a large and structured set of texts prepared for the purpose of conducting knowledge discovery. Answer: corpus Diff: 1Page Ref: 193 45) ________ is the process of reducing inflected words to their base or root form. Answer: Stemming Diff: 1Page Ref: 193 46) ________ words or noise words are words that are filtered out prior to or after processing of natural language data. Answer: Stop Diff: 1Page Ref: 193 47) The term â€Å"stop-words† are used by text mining to ________ commonly used words.Answer: eliminate Diff: 2Page Ref: 193 48) ________ is an important component of text mining and is a subfield of artificial intelligence and computational linguistics. It stud ies the problem of understanding the natural human language. Answer: Natural language processing (NLP) Diff: 1Page Ref: 196 49) ________ analysis is a technique used to detect favorable and unfavorable opinions toward specific products and services using textual data sources, such as customer feedback in Web postings and the detection of unfavorable rumors. Answer: Sentiment Diff: 2Page Ref: 197 0) At a very high level, the first of three consecutive tasks in the text mining process is to establish the ________, which is a list of organized documents. Answer: corpus Diff: 1Page Ref: 207 51) In the text mining process, the output of task two is a flat file called a ________ matrix where the cells are populated with the term frequencies. Answer: term-document Diff: 3Page Ref: 207 52) One of the main approaches to text classification is ________ in which an expert's knowledge is encoded into the system either declaratively or in the form of procedural classification rules.Answer: knowl edge engineering Diff: 2Page Ref: 211 53) A(n) ________ is one or more Web pages that provide a collection of links to authoritative pages. Answer: hub Diff: 1Page Ref: 219 54) ________ mining is the process of extracting useful information from the links embedded in Web documents. Answer: Web structure Diff: 2Page Ref: 219 55) ________ mining is the extraction of useful information from data generated through Web page visits and transactions. Answer: Web usage Diff: 2Page Ref: 220 56) Analysis of the information collected by Web servers can help better understand user behavior.Analysis of this data is called ________ analysis. Answer: clickstream Diff: 2Page Ref: 220 57) ________ applications focus on â€Å"who and how† questions by gathering and reporting direct feedback from site visitors, by benchmarking against other sites and offline channels, and by supporting predictive modeling of future visitor behavior. Answer: Voice of Customer Diff: 2Page Ref: 224 58) Web analyti cs, CEM, and VOC applications form the foundation of the Web site ________ ecosystem that supports the online business' ability to positively influence desired outcomes. Answer: optimization Diff: 2Page Ref: 224 9) The ________ model, which is one where multiple sources of data describing the same population are integrated to increase the depth and richness of the resulting analysis, forms the framework of the Web site optimization ecosystem. Answer: convergent validation Diff: 3Page Ref: 225 60) Fundamental to the optimization process is ________, gathering data and information that can then be transformed into tangible analysis and recommendations for improvement using Web mining tools and techniques. Answer: measurement Diff: 3Page Ref: 225 61) Compare and contrast text mining and data mining.Answer: Text mining is the semi-automated process of extracting patterns (useful information and knowledge) from large amounts of unstructured data sources. Data mining is the process of ide ntifying valid, novel, potentially useful, and understandable patterns in data stored in structured databases, where the data are organized in records structured by categorical, ordinal, or continuous variables. Text mining is the same as data mining in that it has the same purpose and uses the same processes, but with text mining the input to the process is a collection of unstructured data files such as Word documents, PDF files, and so on.Diff: 2Page Ref: 192 62) Why will computers probably not be able to understand natural language the same way and with the same accuracy that humans do? Answer: Natural human language is vague for computers to understand; and a true understanding of meaning requires extensive knowledge of a topic beyond what is in the words, sentences, and paragraphs. Diff: 1Page Ref: 196 63) NLP has successfully been applied to a variety of tasks via computer programs to automatically process natural human language that previously could only be done by humans.Li st three of the most popular of these tasks. Answer: Any three of the following: †¢Information retrieval. The science of searching for relevant documents, finding specific information within them, and generating metadata as to their contents. †¢Information extraction. A type of information retrieval whose goal is to automatically extract structured information from a certain domain, using machine-readable documents. †¢Question answering. The task of automatically answering a question posed in natural language; that is, producing a human-language answer when given a human-language question. Automatic summarization. The creation of a shortened version of a text document by a computer program that contains the most important points of the document. †¢Natural language generation. Systems convert information from computer databases into readable human language. †¢Natural language understanding. Systems convert samples of human language into more formal representa tions that are easier for computer programs to manipulate. †¢Machine translation. The automatic translation of one human language to another. †¢Foreign language reading. A computer program that assists a onnative language speaker to read a foreign language. †¢Foreign language writing. A computer program that assists a nonnative language user in writing in a foreign language. †¢Speech recognition. Converts spoken words to machine-readable input. †¢Text-to-speech. A computer program converts normal language text into human speech. †¢Text proofing. A computer program reads a proof copy of a text in order to detect and correct any errors. †¢Optical character recognition. The automatic translation of images of handwritten, typewritten, or printed text.Diff: 2Page Ref: 199 64) Describe a marketing application of text mining. Answer: Text mining can be used to increase cross-selling and up-selling by analyzing the unstructured data generated by call cente rs. Text generated by call-center notes as well as transcriptions of voice conversations with customers can be analyzed by text mining algorithms to extract novel, actionable information about customers' perceptions toward a company's products and services. Text mining is valuable for customer relationship management (CRM).Companies can use text mining to analyze unstructured text data, combined with the relevant structured data extracted from organizational databases, to predict customer perceptions and subsequent purchasing behavior. Diff: 2Page Ref: 200 65) What is the primary purpose of text mining within the context of knowledge discovery? Answer: The primary purpose of text mining within the context of knowledge discovery is to process unstructured (textual) data along with structured data, if relevant to the problem, to extract meaningful and actionable patterns for better decision making.Diff: 1Page Ref: 206 66) Diagram and explain the three-step text mining process. Answer: See Figure 5. 5 in the textbook. Diff: 2Page Ref: 207 67) List two options for managing or reducing the dimensionality (size) of the term-document matrix (TDM). Answer: †¢A domain expert goes through the list of terms and eliminates those that do not make much sense for the context of the study. †¢Eliminate terms with very few occurrences in very few documents. †¢Transform the matrix using singular value decomposition. Diff: 3Page Ref: 210 8) What are three of the challenges for effective and efficient knowledge discovery posed by the Web? Answer: The Web is too big for effective data mining. Because of the sheer size of the Web, it is not feasible to set up a data warehouse to replicate, store, and integrate all of the data on the Web, making data collection and integration a challenge. The Web is too complex. The complexity of a Web page is far greater than a page in a traditional text document collection. Web pages lack a unified structure.The Web is too dynamic. The Web is a highly dynamic information source. Not only does the Web grow rapidly, but its content is constantly being updated. The Web is not specific to a domain. The Web serves a broad diversity of communities and connects billions of workstations. Web users have very different backgrounds, interests, and usage purposes. The Web has everything. Only a small portion of the information on the Web is truly relevant or useful to someone or some task. Diff: 2Page Ref: 217 9) Define the three main areas of Web mining and each area's source of information. Answer: Web content mining refers to the extraction of useful information from Web pages. Source: unstructured textual content of the Web pages, usually in HTML format. Web structure mining is the process of extracting useful information from the links embedded in Web documents. Source: the URL links contained in the Web pages. Web usage mining is the extraction of useful information from data generated through Web page visits and tr ansactions.Source: the detailed description of a Web site's visits. Diff: 2Page Ref: 218 70) List three business applications of Web mining. Answer: 1. Determine the lifetime value of clients. 2. Design cross-marketing strategies across products. 3. Evaluate promotional campaigns. 4. Target electronic ads and coupons at user groups based on user access patterns. 5. Predict user behavior based on previously learned rules and users' profiles. 6. Present dynamic information to users based on their interests and profiles. Diff: 2Page Ref: 221

A Critical Evaluation of the Engagement and Psychosocial Asessment of a Client Living with Psychosis in the Health and Social Care Practitioners Work Setting.

INTRODUCTION This assignment is a critical evaluation of the engagement and psychosocial assessment of a client living with psychosis in the community. It provides a critical and analytical account which encapsulates assessments, psycho education, problem solving, implementation and evaluation of strategies used. I will also use Gibbs (1988) model of reflection to reflect on my assessment process and how learning can be taken forward in terms of my own practice development and that of the service setting. My client l shall call Emily a pseudo name used to maintain confidentiality in accordance with the Nursing and Midwifery Council (NMC) 2002 Code of Professional Conduct that outlines guidelines of confidentiality. Emily was initially on the acute ward where l started the process of engagement with her before she was discharged under our team in the community to facilitate early discharge. Emily was suitable for psychosocial based interventions (PSI) and this was identified as part of her care plan in order to provide support in adapting to the demands of community living and managing her illness. PSI should be an indispensable part of treatment and options of treatment should be made available for clients and their families in an effort to promote recovery. Those with the best evidence of effectiveness are Cognitive Behavioural Therapy (CBT) and family intervention. They should be used to prevent relapse, to reduce symptoms, increase insight and promote adherence to medication, (NICE 2005). Emily is 33 year old woman with a diagnosis of schizophrenia. She was referred to my team to facilitate early discharge from the ward as part of her discharge. She lives in supported housing and had had several hospital admissions and some under the mental health act. Emily was being maintained in the community on medication but it was felt that there was still an amount of distress in her life and that her social functioning was suffering as a result. Emily presented with both delusional and hallucinatory symptoms and as part of her treatment cognitive approaches were considered to help alleviate the distress and modify the symptoms. Emily was brought up in a highly dysfunctional family. Both her parents had problems with drugs and the law. Emily had been introduced to drugs at an early age but due to her illness she had stopped using them at the age of 30 when she went into supported accommodation. There was family history of schizophrenia as her grandfather had it and he had killed himself. Emily identified that her problems started in 2007 when her grandfather passed away as she was close to him and had lived most of her life with her grandparents. I completed a time line to look back at while she talked about her life history (see Appendix 1). It is vital that the client is allowed to tell their story with the minimum intervention from the practitioner and the timeline can be used to examine if there are any links to their relapses and psychotic episodes (Grant et al 2004). In the community setting we have a variety of patients with different diagnosis of mental health problems. The rationale for choosing this patient is that she had had various interventions such as medication changes and a lot of experience with the mental health professionals including compulsory treatment under the mental health act (1983). All these factors are likely to have an impact on the individual’s degree of willingness to engage in psychological interventions (Nathan et al, 2003). Hence initially it was a challenge to engage Emily and establish a relationship and build rapport. (Nelson 1997) states rapport is built by showing interest and concern and be particularly careful not to express any doubts about what the patient tells you. The development of a therapeutic relationship is critically important in work with persons with schizophrenia, which maybe difficult with patients struggling with mistrust, suspicion and denial (Mhyr, 2004). Rapport took some time to develop and was established by core conditions of genuineness, respect and accurate empathy (Bradshaw 1995). I met with Emily to set the agenda and explained to her that she was free to terminate the session anytime should she feel it necessary. It was also vital to ensure that the sessions were neither confrontational and totally compliant with Emily’s view of the world ( Kingdom & Turkington, 1995) I encouraged Emily to describe her current problems and to give a detailed description of the problems and concentrate on a more recent problem. l was directive, active, riendly and used constructive feedback, containment of feelings to develop the relationship(Tarrier et al,1998). l used her interest in Christianity to engage her and because l showed an interest this became a regular point of conversation and strengthened the connection. I also demonstrated some flexibility in response to Emily’s needs and requirements at different stages of the t reatment and intervention. It is not possible to maintain a sound collaborative therapeutic relationship without constant attention to the changing situation and requirements of a patient (Gamble and Brennan, 2006). Since the development of antipsychotic medication and dominance of biomedical models during the 1950`s mental health care has changed and evolved. The dependency on the sole use of medication was found to have left patients with residual symptoms and social disability, including difficulty with interpersonal skills and limitation with coping (Sanford&Gournay, 1986). This prompted the return of PSI to be used in conjunction with medication management. The aim was to reduce residual disability and to include in the treatment process social skills and training rehabilitation (Wykes et al, 1998). As part of my assessment process l carried out a comprehensive assessment using CPA 1, 2, and 4 in conjunction with the Trust Policy. This was to establish what her problems were and formulate a clear plan. A process of structured, comprehensive assessment can be very useful in developing an in-depth understanding of issues surrounding resistance to services (Grant et al 2004). I carried out a Case Formulation (CS) using the 5W`s What? , Where? , When? , With Whom and Why, and Frequency, Intensity, Duration and Onset ( FIDO) model to explore and get a detailed explanation of the problem and explore the `Five aspects of your life experiences` (Greenberger and Padesky 1995) (see Appendix 3). CS maps out the relationship on how the environment impacts on your thoughts, emotion, behaviour, physical reactions (Greenberger and Padesky,1995). While the assessment helped to form a picture of Emily’s suitability for PSI it also provided a scope for further work on her coping skills. Given the assumption that a person may feel reluctant to give a particular way of coping as this maybe the only means of control (Gamble & Brennan, 2006), the exploration was collaborative. From the assessment and case formulation Emily’s goal was to go out more and reduce the frequency and intensity of her voices or even have them disappear. l explained to Emily that we had to be realistic about her set goals and having voices disappear was unlikely. Kingdom (2002) states that though patients desire to make voices disappear are unlikely since voices are, as far as reasonably established, attributions of thoughts as if they were external perceptions. Goals are positive, based in the future and specific (Morrison et al 2004) and the golden rule in goal setting is to be SMART, Specific, Measurable, Achievable, Realistic and Time Limited. Emily then rephrased her goal statement to that she wanted to reduce the intensity of her voices in the next few weeks by using distraction techniques that she had not tried before. I used the KGVM Symptom Scale version 7. 0 (Krawieka, Goldberg and Vaughn,1977) to assess Emily’s symptoms which focuses on six areas including anxiety, depression, suicidal thoughts and behaviour, elevated mood, hallucinations and delusions. A KGV assessment provides a global measure of common psychiatric symptoms (feelings and thoughts) experienced with psychosis. The framework ensures that important questions are asked and a consistent measure of symptoms is provided. The KGV is a valid tool with a considered level of high reliability (Gamble and Brennan, 2006). Assessment is a process that elicits the presence of disease or vulnerability and a level of severity in symptoms (Birchwood & Tarrier, 1996). This gathering of information provides the bases to develop a plan of suitability of treatment, identifies problems and strengths and agree upon priorities and goals (Gamble & Brennan,2006). l also used the Social Functioning Scale (SFS appendix 6) (Birchwood et al,1990) which examined Emily’s social capability and highlighted any areas of concern. Emily was a loner and though living in supported accommodation she was hardly involved with the other residents or joined in with community activities. She expressed that she was afraid people could hear her voices and were judging her at all times and used avoidance as a coping strategy. On using the KGV assessment and from the results (see Appendix 2) Emily scored highly in four sections hallucinations, delusions, depression and anxiety. It appeared during assessment that her affective symptoms were econdary to her delusions and hallucinations, which were initiated and exacerbated by mostly stressful events in her life. Her hallucinations were noted to be evident at certain times and were followed by sleep deprivation. Emily expressed fleeting suicidal thoughts but denied having any plans or intentions. She also experienced sporadic moments of elation which appeared to be linked to stress. It was important for Emily to understand how life events had an impact on her difficulties an d the use of the Stress Vulnerability Model SVM (Zubin and Spring 1977) demonstrated this (see Appendix 4). Practical measures arising from an assessment of stress and vulnerability factors seek to reduce individual vulnerability, decrease unnecessary life stressors and increase personal resistance to the effects of stress. One of Emily’s highlighted problems was a lack of sleep and this could be linked to the stress vulnerability and her psychotic symptoms. Normalisation was used to illustrate this to Emily. Her increase in psychotic symptoms could then be normalised through discussing about the effects of sleep deprivation on her mental state and reduction of the associated anxiety. Emily was able to recognise how stress impacted on her psychosis. Emily identified the voices as a problem from the initial assessment. She was keen to talk about them but listened to suggestions l made to tackle the voices. The assumption of continuity between normality and psychosis has important clinical implications. It opens the way for a group of therapeutic techniques that focus on reducing the stigma and anxiety often associated with the experience of psychotic symptoms and with diagnostic labelling. Kingdom and Turkington(2002) have described such approaches as normalising strategies, which involve explaining and demystifying the psychotic experience. They may involve suggesting to patients that their experiences are not strange and no one can understand, but are common to many people and even found amongst people who are relatively normal and healthy. Normalising strategies can help instil hope and decrease the stigma and anxiety which can be associated with the experience of psychotic symptoms. This rationale emphasises the biological vulnerability to stress of individuals with schizophrenia and the importance of identifying stresses and improving methods of coping with stress in order to minimise disabilities associated with schizophrenia (Yusupuff & Tarrier, 1996). (Grant et al 2004). The problem l encountered when applying and using this model with Emily was that she realised and understood that she was not the only one experiencing voices but she wanted to find out why she experienced the voices. I used the belief about voices questionnaire (BAVQ-R appendix 5) which assesses malevolent and benevolent beliefs about voices, and emotional and behavioural responses to voices such as engagement and resistance (Morrison et al 2004). We identified the common triggers of her voices such as anxiety, depression and social isolation. During my engagement with Emily l emphasized enhancing existing coping strategies (Birchwood& Tarrier, 1994); (Romme &Escher 2000). The idea was to build on Emily’s existing coping methods and introduce an alternative. We agreed upon distraction as a coping strategy. The plan was for Emily to listen to music or carryout breathing exercises when the disturbing voices appear and to start interacting with them by telling them to go away rather than shout at them. Emily used this plan with good effect at most times as it appeared to reduce the psychological arousal and helped her gain maximum usage of these strategies in controlling the symptom (Tarrier et al, 1990). To tackle Emily’s social functioning we identified activities that she enjoyed doing and she enjoyed going to church but had stopped due to her fears that people could hear her thoughts and found her weird. I suggested that she could start with small exposure, like sitting in the lounge with her fellow residence and going on group outings in the home as these were people she felt comfortable with as she knew them. This would then hopefully lead to Emily increasing her social functioning and enable her to attend church. Emily expressed that she felt more in control of her voices REFLECTION My work with Emily was made easy as she agreed to work with me although l did face some reluctance initially. As my intervention and engagement with Emily started while she was on the ward this made it easier for me to engage her in the community. We developed good rapport and she felt she could trust me, which made the process of engagement easier. Through my engagement and assessment process l improved on my questioning and listening skills. Emily was clearly delusional at times and working with the voices present proved a challenge at times, but l realised that l had to work collaboratively with her and gain her trust and not question her beliefs. At times though l felt l was interrogating her and did not follow a format and also because of the constraints on time l did not allow much time to recap and reflect and could never properly agree the time of next meeting. I also worked at her existing strengths and coping strategies that she had adapted throughout her life and this empowered her and made her feel like she was contributing. At times though l felt we deviated from the set goals and l lost control of sessions. On reflection this is an area that l will need to develop and improve on and be able to deviate but bring back the focus to the agreed plan. My interventions were aimed at Emily’s voices and increasing her social functioning. This l discovered was my target areas and not necessarily Emily’s. n future l will aim at concentrating more on what the client perceives as their major problem as this will show client involvement in their care. This will also help me have a clear and rational judgement and appreciate every improvement the client makes no matter how small. I did not focus much on Emily’s family which l realised was a topic that she wanted to explore but l felt l was not equipped in exploring this part of her life in relation to her illness. The other difficulties l faced was because of my working pattern l had to cancel some of our meeting appointments. As part of the set agenda l had to reintroduce myself and the plan and goals that we had set out in the initial stages and this always proved to bridge the gap. It was also difficult for continuity in the team that l work in as one did not carry a personal caseload so delivering interventions was not always easy and there was not always continuity as some of my colleagues were not familiar with some applications of PSI. This highlighted as a service that there was a need for us as nurses in the team to have PSI training in order to continue with the work if the main practitioner was away and also as a team we hardly ever sed assessment tools and were therefore not confident and competent in their use. l also had difficulties in completing assessment in time due to constricted time frames. l could not always spend as much time with Emily because l had other clients to see in a space of time. In future l will have to negotiate my time and improve on my time management. In this assignme nt l had to carry out a critical evaluation of the engagement and psychosocial assessment of a client living with psychosis and carry out a critical self reflection on the assessment process and how this could be improved on. From my case study l deduced that use of some applications of PSI remains highly experimental and requires considerable research and more theoretical models. Furthermore discussion is also lacking on the details as to ways in which symptoms improved or social functioning enhanced in behavioural terms in relation to social context. However the interventions used in this case study highlighted considerable strength in supporting claims that PSI can work and does help reduce symptoms of psychosis. REFERENCES Birchwood M and Tarrier N (eds) (1996) Psychological Management of Pschizophrenia. Wiley Publishers Bradshaw T (1995) Psychological interventions with psychotic symptoms; a review. Mental Health Nursing. 15(4) Birchwood, M, Smith, J, Cochrane, R, Wetton, S, Capestake, S (1990) The social functioning scale: development and validation of a scale of social adjustment for use in family interventions programmes with schizophrenia patients, British Journal of Psychiatry,157, 853-859 Chadwick, P, Birchwood, M, Trower ,P (1996) Cognitive Therapy for Delusions, voices and paranoia, Wiley & Sons. Gamble,C, Brennan,G (2000) Working with serious mental illness:a manual for clinical practice. Grant, C, Mills, J, Mulhern, R, Short, N (2004) Cognitive Behavioural Therapy in Mental Health Care, Sage pub. Greenberger,D, Padesky,C A(1995) Mind over mood: A Cognitive Therapy Treatment Manual for clients. Guilford Press. Krawieka, M, Goldberg,D, Vughn,M (1977) A Standardised Psychiatric Assessment scale for rating chronic psychotic patients. Acta Psychiatrica Scandinavica 1977;55: 299-308. Kingdom , D and Turkington,D (1994) Cognitive Behaviour Therapy of Schizophrenia. Hove Lawrence Erlbaum. Kingdom, D and Turkington (2002) The Case Study Guide to Cognitive Behaviour Therapy of Psychosis. Wiley. Mhyr, G(2004) Reasoning with Psychosis patients; Why should a general psychiatrist care about Cognitive Behavioural Therapy for Schizophrenia. Morrison,AP, Renton, JC, Dunn, H, Williams, S, Bentall, RP (2004) Cognitive Therapy for Psychosis, Brunner- Routledge. Nathan, P, Smith, L, Juniper, U, Kingsep, P, Lim, L (2003) Cognitive Behavioural Therapy for Psychotic Symptoms, A Therapist Manual, Centre for Clinical Interventions. Nelson H (1997) Cognitive Behavioural Therapy with Schizophrenia. A Practice Manual. Stanley Thornes. National Institute for Clinical Excellence (2003) Schizophrenia: core interventions in the treatment and management of schizophrenia in primary and secondary care, NICE publications. Nursing & Midwifery Council, Code of Professional Conduct (2002). Romme M and Escher A Eds (1993) Accepting Voices. MIND Publications Sanford T and Gournay K (1996) Perspectives in Mental Health Nursing. Bailliere Tindall. Tarrier, N, Yusupoff, L, Kinney C, McCarthy E, Gledhill A, Haddock G and Morris J (1998) Randomised controlled trial of intensive cognitive behaviour therapy for patients with chronic schizophrenia. British Medical Journal 317,303-307. Zubin, J, & Spring, B (1997) Vulnerability: A new view on schizophrenia. Journal of Abnormal Psychology, 86, Topic: Students will carry out a critical evaluation of the engagement and psychosocial assessment of a client living with psychosis in the health and social care practitioner`s work setting. Word Count: 2826

Revolution in Communication

As a technology, it is called multimedia. As a revolution, it is the sum of many revolutions wrapped into one: A revolution in communication that combines the audio visual power of television, the publishing power of the printing press, and the interactive power of the computer. Multimedia is the convergence of these different professions, once thought independent of one another, coming together to form a new technological approach to the way information and ideas are shared. What will society look like under the evolving institutions of interactive multimedia technologies? Well, if the 1980†³s were a time for media tycoons, the 1990†³s will be for the self-styled visionaries. These gurus see a dawning digital age in which the humble television will mutate into a two-way medium for a vast amount of information and entertainment. We can expect to see: movies-on-demand, video games, databases, educational programming, home shopping, telephone services, telebanking, teleconferencing, even the complex simulations of virtual reality. This souped-up television will itself be a powerful computer. This, many believe, will be the world†s biggest media group, letting consumers tune into anything, anywhere, anytime. The most extraordinary thing about the multimedia boom, is that so many moguls are spending such vast sums to develop digital technologies, for the delivering of programs and services which are still largely hypothetical. So what is behind such grand prophecies? Primarily, two technological advances known as digitization (including digital compression), and fibre optics. Both are indispensable to the high-speed networks that will deliver dynamic new services to homes and offices. Digitization means translating information, either video, audio, or text, into ones and zeros, which make it easier to send, store, and manipulate. Compression squeezes this information so that more of it can be sent using a given amount of transmission capacity or bandwidth. Fibre-optic cables are producing a vast increase in the amount of bandwidth available. Made of glass so pure that a sheet of it 70 miles thick would be as clear as a window-pane, and the solitary strand of optical fibre the width of a human hair can carry 1,000 times as much information as all radio frequencies put together. This expansion of bandwidth is what is making two-way communication, or interactivity, possible. Neither digitization nor fibre optics is new. But it was only this year that America†s two biggest cable-TV owners, TCI and Time Warner , said they would spend $2 billion and $5 billion respectively to deploy both technologies in their systems, which together serve a third of America†s 60m cable homes. Soon, some TCI subscriptions will be wired to receive 500 channels rather than the customary 50; Time Warner will launch a trail full-service network in Florida with a range of interactive services. These two announcements signaled the start of a mad multimedia scramble in America, home market to many of the world†s biggest media, publishing, telecoms and computer companies, almost all of which have entered the fray. The reasons are simple: greed and fear: greed for new sources of revenue; fear that profits from current businesses may fall as a result of reregulation or cut-throat competition. Multimedia has already had a profound affect on how these businesses interact with one another. Mergers such as Time Warner, Turner Broadcasting, and Paramount have set the stage. These companies continue the race to be the first to lay solid infrastructure, and set new industry standards. Following in the shadows will be mergers between: software, film, television, publishing, and telephone industries, each trying to gain market share in the emerging market. So far, most firms have rejected the hostile takeovers that marked the media business in the 1980s. Instead, they have favored an array of alliances and joint ventures akin to Japan†s loose-knit Keiretsu business groupings. TCI†s boss, John Malone, evokes â€Å"octopuses with their hands in each other†s pockets-where one starts and the other stops will be hard to decide.† These alliances represent a model of corporate structure which many see as mere marriages of convenience, in which none wants to miss out on any futuristic markets. One may wonder how this race for market share and the merging of these corporations will affect them personally. Well, at this point and time, it is hard to say. However, there is some thought in the direction we are headed. The home market, which was stated earlier, has its origins based around early pioneers such as Atari, Nintindo, and Sega. These companies started with simple games, but as technology increased, it began to open up new doors. The games themselves are becoming more sophisticated and intelligent and are now offering some of the first genres capable of attracting and holding an adult audience. Just around the corner looms the promise of interactive television, which threatens to turn the standard American couch potato into the newly rejuvenated couch commando. Through interactive television, which will actually be a combination of the telephone, computer, and television, you will have access to shopping, movies, and other types of information on demand. As this technology increases, it will give way to a form that is known as virtual reality. Imagine, with the use of headgear, goggles, and sensory gloves, being able to actually feel and think you are in another place. For instance, going shopping at a mall could be done in the privacy of your own living room, by just strapping on your headgear. Another break through in the home market is video telephony. These are telephone systems that also broadcast video images. Imagine being able to communicate instantly with voice, picture, and text with a business colleague or a loved one thousands of miles away. Interactive multimedia systems promise to revolutionize education. In a complex world of constant change, where knowledge becomes obsolete every few years, education can no longer be something that one aquires during youth to serve for an entire lifetime. Rather, education must focus on instilling the ability to continue learning throughout life. Fortunately, the information-technology revolution is creating a new form of electronic, interactive education that should blossom into a lifelong learning system that allows almost anyone to learn almost anything from anywhere, at anytime. The key technology in future education is interactive multimedia. The purpose of multimedia in education as in so many other multimedia applications, is to: enhance the transfer of information, encourage participation, stimulate the senses and enhance information retention. Multimedia uses a powerful combination of earlier technologies that constitutes an extraordinary advance in the capability of machines to assist the educational process. Interactive multimedia combines computer hardware, software, and peripheral equipment to provide a rich mixture of text, graphics, sound, animation, full-motion video, data, and other information. Although multimedia has been technically feasible for many years, only recently has it become a major focus for commercial development. Interactive multimedia systems can serve a variety of purposes but their great power resides in highly sophisticated software that employs scientifically based educational methods to guide the student through a path of instruction individually tailored to suit the special needs of each person. As instruction progresses and intelligent systems are used, the system learns about the student†s strengths and weaknesses and then uses this knowledge to make the learning experience fit the need of that particular student. Interactive multimedia has several key advantages. First, students receive training when and where they need it. An instructor does not have to be present, so students can select the time best suited to their personal schedules. Second, students can adjourn training at any point in the lesson and return to it later. Third, the training is highly effective because it is based on the most powerful principles of individualized learning. Students find the program interesting, so they stick with it. Retention of the material learned is excellent. Fourth, the same videodisk equipment can be used to support a variety of training paths. Last, both the training and the testing are objectively and efficiently measured and tracked. Educational systems of this type, offered by IBM under the product labeled Ultimedia, engage students in an interactive learning experience that mixes color movie, bold graphics, music, voice narration, and text; for instance, the program Columbus allows students to relive the great navigator†s voyages and explore the New World as it looked when Columbus first saw it. The ability to control the learning experience makes the student an active rather than a passive learner. Other common systems include Sim City, Carmen San Diego, and a variety of popular multimedia games created by Broderbound Softwarek, one of the biggest companies in this new field. Rather than old drill and kill forms of computerized instruction that bore students, this new entertaining form of education is far more effective precisely because kids get totally immersed in an exciting experience. Classroom computers with multimedia capabilities seem to have sky-rocketed in every faucet of the education arena. From pre-schoolers to college students, learning adapting to this multimedia craze was not hard to do. Teachers and Professors alike share in this technology to plan out their curricular schedules and school calendar. Most will agree that classroom computers seem to have a positive effect on students of the 90†³s. As schools and universities become more technology driven, there will be an even bigger plea for more multimedia enhancements. The 1980†³s witnessed the introduction and widespread use of personal computers at all levels of schooling. During the decade the number of computers used in U.S. elementary and secondary schools increased from under 100,000 to over 2.5 million. A majority of students now use computers and computer software sometime during the school-year, either to learn about computers or as a tool for learning other subjects. By the end of the decade, the typical school had 1 computer per 20 students, a ration that computer educators feel is still not high enough to affect classroom learning as much as books and classroom conversion do.

Effect of Taxation on the Economy Essay Example | Topics and Well Written Essays - 1750 words

Effect of Taxation on the Economy - Essay Example This also leads to a less desirable allocation of the society's resources, thereby bringing about an additional loss in the overall well being. This loss is often referred to as the excess burden of the tax. It is a measure of the inefficiency of the tax, which is to say that it takes more than 1 of private output resource and income to finance 1 of public expenditure. Estimates predict that the taxes would positively use resources only to a certain extent after which these resources will escape into informal sector and diminish tax growth and efficiency. This paper examines the effects of different types of taxes as well as the tax rates on the economic efficiency of the country. It will first give an overview of the types of taxes that are levied and their relevance after which it will compare the tax revenues and the tax rates. It will be followed by a case study to amplify the effects of taxation on the economy. Taxes are direct and indirect in nature of collection. If the taxes are collected directly from the individuals and organisations on whom they are imposed then we refer to them as direct taxes while the taxes that are collected from person other than the one on whom it is imposed it is referred to as indirect tax. Taxes can be divided into two major categories. ... It is often argued that if the present system of levying income tax is replaced with the broad consumption based tax system it would greatly improve the economic efficiency on many accounts. It would eliminate the influence of taxes on the timing of consumption and it may also subject different sources of income to be included in the tax base and similar tax rates which would have otherwise not come under the tax net. A broader tax base would also help in lowering the overall marginal tax rates hence giving a wider choice to the consumer. (James,2006) The lesser the tax system influences the economic choices of the firms and the consumers the more efficient it will be.Income tax by its nature affects two major house hold decisions. Firstly it reduces the price of current leisure in relation to its current consumption. This induces the households to cut back on their consumption and labor supply and increase the leisure. Secondly by taxing the capital income, the income tax brings dow n the price of current consumption in comparison to the future consumption thus discouraging house holds to save more thereby lowering the investment potential of the economy. (Tuomala 1990) On the other hand the consumption based tax influences only the buying decision of the individuals and the returns to the capital income are left untaxed. To make a tax base broader and more neutral it is imperative to lower marginal tax rates. This way the comprehensive tax will improve the economic efficiency to a large extent. Tax Rates v/s Tax Revenues. Higher tax rates levied by the government equally affects all individuals in the society. The

Transactions Costs (Devolpments & Definitions) Opportunity Costs Essay

Transactions Costs (Devolpments & Definitions) Opportunity Costs (Devolpments & Definitions) finally link both ie Opportunity Costs should be considered as a T - Essay Example theoretical area there are plenty of models and empirical evidence that can help the management team to formulate a well grounded plan, in real terms the changes and the turbulences that tend to characterize the commercial markets create significant obstacles towards the establishment of an appropriate and effective business strategy. This paper examines particularly the influence of two economic variables, the transaction costs and the opportunity cost on the planning of the corporate strategy to the level that the above two elements can often interact and have therefore a more decisive role in the relevant process. The definitions and the particular characteristics of the above two criteria of ‘financial measurement’ are presented using a series of examples from their applications in practice. The findings of the literature are also been considered as crucial to the validity of the assumptions made. On the other hand, the reference to the work of Coese and Williamson h as been proved valuable to the explanation of these elements’ existence and role in the business environment. In economics and related disciplines, a transaction cost is ‘a cost incurred in making an economic exchange; a number of kinds of transaction cost have come to be known by particular names, like a) Search and information costs are costs such as those incurred in determining that the required good is available on the market, who has the lowest price, etc., b) Bargaining costs are the costs required to come to an acceptable agreement with the other party to the transaction, drawing up an appropriate contract and so on, and c) Policing and enforcement costs are the costs of making sure the other party sticks to the terms of the contract, and taking appropriate action (often through the legal system) if this turns out not to be the case’. Today, transaction cost economics is used ‘to explain a number of different behaviors. Often this involves considering as "transactions" not only

Women Should not be Priest Essay Example | Topics and Well Written Essays - 250 words

Women Should not be Priest - Essay Example The audience for this article includes females and those who support the ordination of women. The author has successfully used various strategies to appeal to the audience. For instance, she has used ethos to support her arguments. The author’s experiences and knowledge about the subject increases the credibility of her arguments. Dr. Susan Ross, who is the author, is a theology professor. This makes the audience to trust her claims. In addition, the author has used logos to strengthen her arguments. For instance, she has stated facts that support the argument. For instance, citing the traditional facts such as Christ being male and the traditional prohibition of female ordination sounds more convincing. Moreover, pathos has also been used in the article. For instance, she has used emotional language that appeals to the audience imagination. She has done this by narrating historical events especially in the bible. This not only makes the audience to respond emotionally but als o to identify themselves with the author’s arguments. However, some of the fallacies make her argument lack validity. For instance, associating traditional roles of a woman in the society with her abilities as a priest lacks soundness. This is because in the current society females are also the bread winners in their

International Law, law of treaties Essay Example | Topics and Well Written Essays - 750 words

International Law, law of treaties - Essay Example By virtue of these international agreements, it is possible to ensure joint action for the purpose of achieving common goals, such as the fight against organized crime, extradition of criminals, the preservation of the environment, economic developments, protection of human rights, and scientific cooperation2. For the purpose of this research, Treaty arrangements was made the focus point for the reason of the significance developments in the International law after the emerge of The Vienna Convention on the law of treaties 1969. In fact, the international communities consider The Vienna Convention on the law of treaties 1969 as the authoritative mechanism on the international law of treaties3. With such intensive study, the research will later examine the current practice on treaties by the United Kingdom and the United Arab Emirates, and finds out the benefits and limitation of the current arrangements. On the basis of the above examinations, the outcome of this research will conclude the advantages and disadvantages of the current treaty practise in the UK and the UAE, and whether such practice follow any pre-existing models, or was a new model created. The conclusion will result on a list of recommendations for better practice by developing the arrangements made by both states on the l aw of treaties. The first two chapters of this research will focus on the pr... Since then, states and international organizations began to enter into an increasing number of agreements, a number of which were formal and legally binding, and others were non-binding agreements5. This will be approached by first analyzing the establishments of the Vienna Convention, and its parallel 1986 convention on treaties made by international organization. This analysis will take into account the flexibility of the Vienna Convention, and explore how it affects the domestic laws of different states. Furthermore, the research will also analyze the role of the International Law Commission, which broached the 1969 Convention in 1950, even though the Law Commission is not the only organ in the United Nations involved in codification, but it was the only Commission, which deal with the law of treaties as a major issue6. However, it will be necessary to mention that the 1969 Convention did not cover all the issues relating to treaties, such as the treaties concluded by Internationa l Organizations, which are subject to the Vienna Convention on the Law of Treaties between States and International Organizations or between International organizations 1986. Following the examination of the 1969 and 1986 conventions this research will begin by offering a working definition of the term "treaties" in the context of the Vienna Convention on the law of treaties 1969 and the outlook of different international scholars. This will necessitate an evaluation of the various and relevant elements defined under this Convention. The third chapter will include an examination of the definition and use of binding agreements. Taking this approach, the terms "treaties" and

Why marijuana should be legalized Essay Example | Topics and Well Written Essays - 750 words

Why marijuana should be legalized - Essay Example Thesis: Marijuana is a drug; however this drug is similar to drugs that are already legal such as caffeine and tobacco. Many with health problems can benefit from the use of marijuana and marijuana is safer than most commonly prescribed drugs. The Legalization of Marijuana To much of the public, marijuana is known as a drug. To those who use marijuana, it is known as medicine. This medicine does many things and helps many. Marijuana is used to treat cancer symptoms and eating disorders, and that is just the start of the benefits marijuana has to offer. Overall, it is believed that a large amount of time and money is wasted by drug task force agencies in the aid to prevent the sale and use of marijuana. Legalizing marijuana would lessen the need to waste funding on these agencies. Marijuana is a drug; however this drug is similar to drugs that are already legal such as caffeine and tobacco. Many with health problems can benefit from the use of marijuana and marijuana is safer then mos t commonly prescribed drugs. To understand why some would like for marijuana to be legal, it is important to understand the history of marijuana. Marijuana is an all natural plant that grows naturally. Marijuana in its natural form is said to date back to 2737 B.C. Throughout history marijuana was used to create a euphoria effect. In 1942, marijuana was listed by pharmaceutical companies and used to treat many different disorders. Not soon after the drug was used for common medical problems was it then labeled in the same drug class as heroin. The government then banned marijuana claiming it was a â€Å"gateway† drug. Marijuana was at one point legal, just like many other commonly known drugs. Since marijuana is used for medicinal purposes, it needs to be treated like other prescription drugs. This means, keeping it in a safe area, and only using when prescribed. Those who have abused the drug and shared with teenagers could have contributed to harsh government regulation whi ch caused the ban of marijuana in the first place. It is important to be smart with any and all prescription drugs. This is why with the correct amount of education, marijuana should again become legal and used for its created purposes. There is so much money spent by American, Mexican, Canadian and other authorities to try and prevent the growing, use and distribution of marijuana. The amount of money spent by America alone is billions each year. For a government trying to make budget cuts, legalizing marijuana would free up a large amount of money that could be used to get America out of debt. This billions of dollars doesn’t even cover the cost of inmate housing. Since distribution, possession and use of marijuana is punishable by jail, many are sent to prison because marijuana is illegal. Punishing those who use marijuana only creates more spending to house inmates and contributes to prison overcrowding. Eating disorders and cancers are another common problem that marijua na helps with. Those who suffer from bulimia, anorexia, and lack of appetite from chemotherapy, benefit from using marijuana. Marijuana allows the brain to tell the body that it is hungry and may be the only thing that works to help those who normally would not be able to eat. Legalizing the use of marijuana for these disorders improves the quality of life and betters the chance of survival for the ones battling the disorders. Marijuana creates euphoric effects. These euphoric affects help many concentrate. Those who struggle with ADHD, ADD and who are generally excitable can use marijuana to relax and better focus. This is much safer to use then commonly prescribed medicines such as Aderal, Ridalin and anti anxiety medications. Many commonly use medicines used to help people concentrate have caused heart attack and

Friedrich Froebel Research Paper Example | Topics and Well Written Essays - 750 words

Friedrich Froebel - Research Paper Example Friedrich Froebel (1782-1852) was born in the Oberweibach area of Thuringia, Germany on 21 April 1782. His father was an orthodox Lutheran pastor who ran the parish there. So it was not surprising that the Church and the Lutheran religion became the first pillars of Froebel’s own education. To his bad luck, the health of Froebel’s mother began to fail soon after his birth and she died within nine months. Froebel’s father also passed away in 1802 and he was sent to live with an uncle in the adjoining village of Stadt-Ilm. Froebel started his career as an educationist in 1805 as a secondary school teacher in Frankfurt. At this time he was impressed by the work of Johann Heinrich Pestalozzi, also working with him in Switzerland to further develop his ideas. In 1811 Froebel once again went to Berlin and became a teacher at a boarding school for boys that specialized in pedagogy and patriotism. After serving in the Napoleonic wars of 1813-14, he was employed in the Institute of Mineralogy by Christian Samuel Weiss. However he did not hold this job for long and ultimately founded the German General Educational Institute in Arnstadt, Thirungia. He began publishing pamphlets about the need for education in 1820. In 1826 he published the Education of Man, his main work, followed by the Educating Families in 1828. In 1840, he finally started the first kindergarten concept in Germany at the Play and Activity Institute which he had established in 1837 (Rusk & Scotland, 1979: 32). He also designed toys and activ ity materials dubbed Froebel’s Gifts for these young kids. He died at Mariental on 21 June 1852. Important Contributions Froebel was instrumental in including the concept of play and free association for kids in the classroom. He also trained people in his teaching methods and discipline. Following the success of his methods, his student Margaret Schultz opened up a kindergarten at Wisconsin in 1856 and Elizabeth Peabody in Boston in 1860. By 1911, kindergarten education was officially recognized in Germany under its own state and regulatory laws. Froebel College in South West London in the UK was started in 1892 to respect and follow his traditions. He also was the first to train women in pedagogy at the premises granted by the Duke of Meiningen for this purpose(Weber, 1969: 13). According to Sniegoski (1994: 3), Froebel can be credited for ignoring the idea that the child was like a plant or a lump of clay into which education can be implanted. This concept originated by Lo cke was in vogue at the time, but the tireless efforts of Frobel and his followers soon brought in a new concept, namely the importance of play and learning at one’s own pace. Each new activity grew out of a previously available idea and thus a child was able to grow in stages of intellectual development. Much the same thing has been recognized and identified by other thinkers such as Jean Piaget. Froebel regarded play as the most important basis for the spontaneous development of the child. Another idea Froebel encouraged was self activity. He preferred that the learner educate himself. The task of the teacher was just to create a learning environment for the child, and shield the child from danger or unwanted processes. Froebel opined that for the first year of life, the mother was a child’s most important teacher, while they depended on the whole family for support and contentment. As the child

When I was a Certified Nursing Assist Essay Example for Free

When I was a Certified Nursing Assist Essay I first wanted to be a Certified Nursing Assist (CNA) at the age 16. I had to do community service for Graffiti. I was given a job as an activity assistant at a nursing home. I enjoyed it so much! The people there are so much fun to work with. The best part about it was being able to help them read the paper, play bingo, or whatever they wanted to do. Once a lady and her sister were pushing chairs down the hallway and I asked â€Å"what are you doing?† They told me they were taking a train ride to see their father for his birthday. It made me feel sad because I had to explain to them that they were going the wrong way, so I helped them back to their room. Once there, I explained to them that they lived here at the nursing home and were not going anywhere. It was at that moment, I wanted to really be in the nursing field to be able to make a positive impression on someone else’s life. I have found that being passionate and having empathy are some important traits to have as a CNA you it help you understand better as to why they might feel some different emotions in the new environment. Since residents have many nurses taking care of them it can make them feel anxious, sad, or depressed. Being responsible by using your gait belt can ensure safety or resident and yourself. A typical day for a CNA would start at 6 am. We would report to the charge nurse and get a report. Then, about 6:15, one would prepare a linen cart for their hall. Between 6:30-8, we start getting residents up and showered and bathed. We answer call lights between residents when we have time, as we’re taking residents to and from breakfast. As residents are coming back from breakfast, we are laying some down or changing them. CNA’s take a 15 min break around 9:15. After our break, we come back and answer call lights, take residents to therapy or activities, and do vitals or weigh the resident for the day. We continue to toilet people and give showers to those that did not get showered before breakfast. By 10:30 most CNA’s take a 30 min lunch. We come back at 11 to get people up that are in bed and change those who need to be changed; by noon all resident should be at lunch. At 12:30 the residents should be coming back from lunch. We would toilet those that want to stay up and take them to afternoon activities. And lay down ones that need to be laid down then answer call lights. CNA’s take their last 15 min break around 1:15 When we come back at 1:30 everyone should be taken care of. Then, we check our rooms to ensure safety and make sure everyone has been changed and toileted. At 2pm, we should be finishing up and giving reports to the next CNA and charting for the day. By 2:30 you should be ready to go home. In 2011, I worked at a nursing home. I cared for individuals who had Alzheimer, who had injuries that required Occupational Therapy, who permanently resided there. When we first get to work, we would report to the Registered Nurse (R.N) and then get our supplies ready for our shift. Afterwards, we would prepare clothes and help one get dressed for the day. After one was dressed and beds were made, we would go to the cafeteria and have breakfast. There would be individuals who needed assistance eating and drinking so we would find someone who needed help. Once breakfast was done, we would help everyone get back to their rooms and assist with restroom breaks, change and get them relaxed, or take them to the next activity. I would get my 10-12 residents vitals and report it to the R.N. on my hall. At 11:30, it’s lunch time, so we get everyone to the cafeteria and assist as needed. Between the 8 hour shifts, we give showers to the residents. We sometimes use a Hoyer lift and always wear our gait belt to help us lift the resident to ensure safety. It is very cumbersome to work as a CNA. The people are so sweet and we have the best of times! After lunch, we continue activities and showers. After the CNA’s take a break, we come back, and check our residents and change them. At the end of the day we clean our area and report back to the R.N. There are a lot of advantages and disadvantages to being a CNA. First, being patient with the resident is important because they are delicate. Since most of the residents are older in age, they cannot move as fast and their skin gets thinner with age and disease. Making sure you have ample time with each resident is a MUST! If you don’t make time then you could hurt someone or yourself. Another advantage to being a CNA is the pay, normally one is paid at least $10 an hour or more if you are part time nurse (PRN) or as needed you could get paid as much as 1 5-20 and hr. Stability is important because you really get to know your job and you’ll be the best to your ability. Working in the nursing field you have lots of job opportunities to meet and get to know people. Most places offer benefits for you and your family. Such as health, dental, and other benefits as well. Some disadvantages to working as a CNA, are standing on your feet for long periods of time and lifting pe ople all day. It can cause you to have back aches and swollen ankles. Dealing with death is another disadvantage because you really get to know your residents and it is like having a close friend die. It can take a toll on one. Family can be difficult as well. Being that some family members have taken care of their loved one, they have a schedule and like it to be kept but when the environment changes things seem to change. One last disadvantage I’d like to add, is nursing homes and hospitals are always understaffed which means a lot of overtime and pressure on one person so try your best to stay focused and not to take it out on your residents. Given that I have extensive experience in the medical field, I have found that you can make an awesome CNA if you listen to your charge nurse and follow all policies and regulations that are in your scope of nurse assist practice. If you are not sure of something, ask your Director of nursing (DON). The residents look to CNA’s as Angels of Mercy, so try your absolute best to always put them first. Have respect and show consideration of their belongings.You would not want someone coming to your house and going through your belongings or mistreating you.

Fonterra Current Organizational Restructuring Marketing Essay

Fonterra Current Organizational Restructuring Marketing Essay This Report has been designed to identify the Fonterra current organizational restructuring which could be applied to help the organisation to take advantage of strategic opportunities in the global market. The first part of industrial environment deals with the firms relation with consumers, suppliers and the competitors operating environment and to develop strategies the firm most favorably in relation to competition and influence industry structure in order to enhance industry attractiveness. (Robert M. Grant, 7th edition, p12 p.64) The Second part of environment covers Fonterras stated mission, vision, targets, strategies, goals, objectives and values, structure and the systems. The suitability of these strategies to the operating firm environment are then evaluated and the change of strategy development is recommended. (Robert et.al, p.12) The report also indulges with the micro and macro environmental, present structure and evolution of Fonterra, key strategic issues. It also contain SWOT analysis and other factors faced by Fonterra. Overview Fonterra at glance Fonterra is a dairy company, which was formed in October 2001, and since than it has an excelled and enlarged the milk processing and at present became the fourth largest dairy company in the world. The annual turnover of Fonterras is NZ$16 billion, with a milk production in of 14.76 billion litres in New Zealand. They have built very powerful relation with the other dairy companies globally and hence partnerships extent the world. Fonterra believes in the interest of people so that they can increase their global market. (Fonterra Co-operative Group, 2010) Fonterra is the global massive diary exporter with 11,000 farmers which also act as a shareholder of the company. With its 15,600 employees which help to supply milk and process milk into the dairy products. 95% of dairy products are made in New Zealand are exported to virtually 140 countries in world. Main hubs of Fonterra are located in Auckland, Melbourne, Chicago, Singapore, Amsterdam, Tokyo, Shangai and Sao Paulo. All the sales and marketing is operate and managed by this principal hubs.14.76 billion litres of milk is collected every year. (Fonterra Co-operative group, 2011) Fonterras strategy is to lead in dairy. The management team of Fonterra is as following Theo Spearings Chief Executive Officer Jonathan Mason Chief Financial Officer Maury Leyland Group General Manager Strategy Paul Campbell Group General Manager Mergers and Acquisitions Ian Palliser Group Optimisation and Supply Chain Todd Muller Managing Director Co-Operative Affairs Gary Romano Managing director New Zealand Milk John Doumani Managing Director Fonterra Australia Mark Wilson Managing Director ASEAN/Middle East/North Africa Kelvin Wickham Managing Director China/India Alex Turnbull Managing Director Latin America Sarah Kennedy Managing director Fonterra Nutrition Chris Caldwell Managing director (people, culture services) Following are product list which Fonterra create: cheese, yoghurts, cultured foods, butter, liquid, powdered milks. Following below are brand list under Fonterra: ANCHOR, ANLENE, ANMUM, FRESH N FRUITY, MAINLAND, CAPITY, BROWNES, SOPROLE, WESTERN STAR, PERFECT ITALIANO, TIP TOP AND CHESDALE. (Fonterra Co-operative group, 2010) 1.2 Reports Structure and Objectives The report targeted at bringing out the main objectives the vision and developing a strategic plan for company. The Report has been conceptualized to determine the current organizational structure could be implementing to help Fonterra to take strategic opportunities advantage in the global market. Specifically, uttering the dependency on consumer markets and apprehending knowledge as a means to go after value added growth and development through Fonterras alliance and brands. Strategically Fundamentals 2.1 The Industry Strategically Environment Dairy for years have been the key industry in New Zealand. The maiden of dairy company begin in 1871 at Otago. By 1920, 85% of dairy plants were owned by individual or co-operatives and there were about 600 processing factories. By 1930s the number dip to almost 500 co-operatives but after World War 2 there was a lot change in these dairy factories in terms of transportation, technologies and working systems which bought a change in the system of working and then the dairy co-operatives started unite with the other manufacturing companies or plants and since then it became stronger and lesser in number. By the end of 1990s, the four major dairy companies: The Waikato (New Zealand Dairy Group) The Taranaki (Kiwi Co-operative Dairies) Westland Milk Products Tatua Co-operative Dairy Company With the merger of the two biggest companies, New Zealand Dairy Group and Kiwi Co-operative Dairies, Fonterra was come into market along with the New Zealand Dairy Board. Fonterra works on four sales path which all together sells some around 2.3 million MT of product. The channels are as below:- Fonterra Global Trade This is worlds prime online trading pathway through which NZ$1 billion goods were supplied. It included with many dairy commodities like butter, milk, cheese and powder to reach in the markets of Middle East, Asia, America, Africa and Oceania. Fonterra Ingredients this is a specialized channel made for providing the dairy ingredients to manufacturers of four major countries which are US, Korea, China and Western Europe. Fonterra Brands The top brands of Fonterra like Tip Top and Anchor fulfil the needs of consumers in around 40 countries in the world. Fonterra Foodservices Supply dairy ingredients to major customers of fast food chains, hotels, airline catering and restaurants. SWOT Analysis Strength: High quality milk and fast production A calculated business model. Strong world-wide reach. Established relationships with customers. Strong market position Strong consumer positions in many markets. Fanlike product portfolio. Efficient and developed farms.( Fonterra Co-operative Group, 2012) Weakness: Leadership variability affecting the structure of the organizations. New board member. Largest markets are underrepresented in strategic Association of Professionals (Apex) Business structure relating to redemption risk, farmer choice, and capital for growth. (Keith Woodford,2008) Opportunities: Investing in underdeveloped countries which are experiencing rapid growth globally.( Country wide and Fonterra co-operative Group,2012) More demand as compared to supply. India and China alone can have demand for about 50% growth in next 10 years so market is expending. Demand for almost 100 billion litres by 2020. Awareness of good quality product in many countries. Threats: Global demand exceeds the supply New Zealands market restrictions structure and relative low cost may attract the new entrants in the market. Threats from the increasing global competitors. Few organizations can rival the diverse skills found in the business.(Kate Askew, 2012) Flying global Fonterra manufacture the products and distribute and sell ready to use goods all around the world, by which the brand gives a local touch and knowledge. Fonterra aim a close relation with the customers demand and there changes in lifestyles, taste, eating and needs which vary from one market to other market. For example the taste and preference of Asian customers might not be the same as of African and American customers. Hence to meet the customer needs there is a group of local teams knowing the local consumers preferences and habits. (Fonterra Co-operative Group, 2010) The new or existing suppliers of Fonterra : Growth Supply Contract Fonterra provides an opportunity to new supplier to come in and take part in production of goods in organisation which help Fonterra in increase in the milk production by new entrants and existing contracts suppliers. Deposit for new supply The new suppliers dont need to give their deposit 3 months before in Fonterra a new supplier can start by 100% of shares purchased. Owning shares A new suppliers can grow their share capital by growing the supply with sharemilker and can hold their own shares. Maximizing the earnings of the supplier Here at Fonterra a supplier can earn a more profit then its standard payment on supply of milk. Conditions for new land There is a open relation with Fonterra area manager to discuss upon new dairy land. 2.2 The Firm Environment Vision, Strategies, Structure and Goal Mission: Fonterras vision is to be the natural source of dairy nutrition for everybody, everywhere, every day. Fonterra strategy is to spread out in large numbers throughout global, aiming high-value areas of dairy products demand and targeting to achieve it quickly. Fonterra targets to create substantial and long-term relationship with the partners and hold the undertaking from the lowermost level of the organization. (Fonterra cooperative Group, 2010) The strategy of Fonterra is to upgrade the production and bring more and more esteem by focusing much on new markets, and the new products which can meet the consumer wants for dairy requirements. It should be firm and have a heavy look at the strengths, social and economic changes for increasing demand or needs for the dairy products. Fonterra calls it as the three vs.: Volume Value Velocity. (Theo Spierings, 2012) Fonterra here is not only working for profit motive the indulge in work related to this vision and sustainable dairy business the look forward to society and ensure there responsibility towards their employees, partners and as well as their customers. They focus on products which ensure that the customers are safe and healthy and minimise the environmental damage by creating new and healthy products.(Fonterra Co-operative Group, 2010) The Fonterra currently working on more than 100 projects where they have new strength and policies to accomplish its goals.   It includes: A thrilling move on the speedily growing well recognized markets of China, ASEAN and Latin America where Fonterra now has a solid influence. It Trust the New Zealand capital return is from milk business. A high volume of export of milk products to the different parts of world. Increasing size of higher worth consumer branded products and out-of-home nutrition. A firm emphasis on gathering the advanced nutrition wants of mothers and babies, as well as elderly populations maintained by targeted innovation in such areas as well as out-of-home nutrition. (Fonterra Co-operative Group, 2010) Fonterras seven strategic paths: Enhance New Zealand milk Shape and produce beyond our consumers position. Carry on food service potentials. Cultivate our place in mobility. Advance selected chief positions in paediatrics and nurturing. Selectively spend in milk pools Placement of business and organization to empower strategy. ( Fonterra Co-operative Group Ltd, 2012) Fonterras aiming on the next generation demand of dairy products and according to survey it is expected that the demand of dairy products by 2019 will be some around in different parts of worlds will be as below: India (highest) 45 million MT China 36 million MT rest of Asia 19 million MT Latin America 18 million MT Middle East/North Africa 13 million MT. With the omission of the trade-sheltered market of India, Fonterra has unshakable positions in each of these markets. Fonterras policy is to build strong customer partnerships with top companies in the food and nutrition trades to become their merchant of choice, and to continue to build its trademarks in such growing markets. With maximum international clients wanting the assurance of a year-round, world-wide stock, Fonterra is gradually supplementing New Zealand-obtained milk with external supply, to deliver supporting to the growth of new consumer dairy goods. In 2010/11, Fonterra obtained 22 billion litres of milk globally, including 20 per cent of Australias production and 24 per cent of Chiles, both the nations where Fonterra has healthy recognised consumer trademark operations. In Latin America it obtained 2.6 billion litres of milk with its co-operative schemes with Nestlà ©. New Zealand alone milk assortment was 15.4 billion litres, alone share about 89 per cent of nations milk production. Development in global finding will stay with Fonterra targeting to mature its own milk production skills within key develop bazaars. China and India can be taken as the new targeted markets. Fonterra always had been extra ordinary nutrition of dairy. For years, its farmers work very hard to give worthy milk to its customer all around the globe. They have their past experience from back generation and, taking care of this tradition which tossed New Zealand in front of whole world in dairy industry. (Fonterra Co-operative Group, 2010) 3 Environmental Scan 3.1 Macro environmental scan The demand of milk by worldwide consumers is expected more than 100 billion litters by 2020, as there is monetary growth and huge population in markets which is definitely pushing the overall demand; however New Zealand is just contributing 5 billion litres of total milk supply by that time. The increasing demand is the sign to Fonterra to increase its production so that they can cover up the world demand as a leading dairy exporter. It is noticed that the demand milk is more especially by young and the elderly which are receiving more urgent and specific.(Theo Spierings, 2012) PESTEL Analysis: (Oxford University press, 2007) Political: political issue matters a lot in any business scenario where all restriction about the trademarks, bio-diversity, quotas arguments and labelling action in dairy. Economic: Variations in foreign currency, growth in demand rather than supply worldwide, production of goods and milk prices. Continue merging of suppliers and customers are the economic factors which has to be keep in mind Social: Rapid increase in needs of consumer markets, demand in healthy and nutritive dairy milk and products. Traditional difference with regard to the demand of milk. Growth in nutrition and bio markets. Technological: Day to day change in technology affecting the production of products and to upgrade the quality and the quantity in production line one must be aware of the new innovative technology coming up in the market, the new technology helps the company to bringing down the production cost because here in process the indirect heating and cooling system is required for each other, need of technology for fewer trucks which are required to transport the same quantity of milk. Environmental factors: Frequent variations in New Zealand climate have a countless influence on the atmosphere, as the necessity for goods fluctuate from time to time, dropping influence of worldwide greenhouse gases as it will recover the superiority of New Zealands environment. They have actual and safe organisation of farm performs that guards the environment from the pollution. Legal: Legal challenges from society and government is required to continue the organisation structure and so that the organisation must not have any problem in future here the Fonterra legal structure stands for the legal rights on the farms of the people and the dairy factories workers and their wages. Its Fonterra duty to train and educate the farmers about the products so that they get some knowledge about the products and also suggest way to help them out in how to improve the overall quality of these products, water and also how can they reduce the consumption of energy in farms. They must be aware about the time limit they have a conferring the rules and regulations. Company requires concentrating at future projects to enlarge its relative in terms of business so that they could provide a much better service to their stake holders and earn a higher value in return. Fonterra has made a lot in nations like Asia, Africa, Middle east, Australia, America, New Zealand but they should goal at revenue cushion above the regular return of the income, which is main in periods when there are products at cheap prices. There are two likely outcomes in future where the demand can be divided into two that are, universally the general demand for the dairy products is assumed to grow by 1.2% wh ereas the yearly rise in dairy is estimated to be 4%. Every year there is a growth in demand for dairy goods by 2.7 %, where as in a period on 10 years time the demand is calculated to be 147 billion litres. Level of opposition has enlarged at very high level even though the Fonterra has kept their global reach; this is Fonterras biggest asset as they can see that routines, taste and preferences are dissimilar from place to place. To encounter the specific demands of the consumers the local team is selected to deal with state of the customer as they will come to local demand. 3.2 Micro Environmental Scan From the beginning of Fonterra since 2001 they had a maximum share thats in excess of 95% of all New Zealand milk goods but somehow it dip to 90% in 2008-2009, with additional fall is still predictable.(Keithwoodford,2008) Anyhow it is examined that the supply been increased by some percentage in recent years. And what has been found in the market that the new entrants giving a tough competition to Fonterra and that can be risk for them in near future than it was in past. It is a true that at current structure they make easy for new entrants to take part in dairy farmer dealers by caring a high worth share on the fair value share which is really not connected to the add value to the element of the milk price. (Keith Woodford, 2008)As the renovation risk is tall of their shares, Fonterra should have an possible business structure that will help them in meeting their advance strategy and also help in dipping their recovery risk of the shares as they can properly allot returns to the dealers or farmers. To meet these business strategies and all legal procedures, the goals and objectives Fonterra must give importance on actual risk management. They should uphold the balance between the board and other mana gement staff and must have a strong relation with the all customers and stakeholders. There should be an Official strategy development plans which brings extensive procedure and happy dividends giving more planned viewpoint, for locating priorities and creation of key decisions. Consumers demand for the goods keeps on fluctuating; numerous consumers demand much more improved quality at similar price. These fluctuations in demand show that, the Fonterra can imagine that in upcoming period their customers will demand healthier quality at similar price. The new consumers demand for those goods or services which never been formed before, and old consumers demand for the new amenities or product features. This makes a tensed condition as we want to make effort on both existing and fresh consumers. Whatever may be the choice, its hard to achieve this state which can rise at any time. (Bain Company, 2005)In dairy industry the company deals with the perishable products which is hard to tr ansport from one place to other and make it fresh as it is and also economically at a long distance. Also, it pacts with very high trade hurdles on dairy products so to deal with this there must be some strategy so that the overall profit for the company increases and upsurge the effectiveness in the working. (Gehlhar M.J,2009). Fonterra must use the research and development team to evaluate more economic, healthy and quality product so that which must be naturally and ecologically consistent. They must attract the attention of young consumers as they are life-long consumers. (Gehlhar, M.J,2009)They should change on their abilities as they can make much more revenues on the goods and services relatively than just being a exclusive manufacturer. Fonterra can also uphold their management if they can distinguish their product structures that from the competitors. To stand as a top in the market it wants labelling power and product innovation. (Gehlhar, M.J,2009). Number of increase com petence and efficiency of corporate structure (Fonterra Co-operative Group,2012) Valuation With an analysis of macro and micro scan of environment there are several of problems which have come forward. Fonterra have managed to bring some transformations in their working for higher value markets and tried to sustain with the similar strategies of maintaining low cost leadership and increased volume however Fonterras capability to uphold the spot is at danger and its business structure restricts its capacity. Following are some of the problems which need to modify with critical thinking and innovative strategy. There is clear outcome that present structure of the Fonterra is not acceptable. As per its capital structure its compulsory that its 75 per cent of shareholder approves any proposal but as per the scan it appears to be very less because his shareholders or farmers currently constantly discarding the proposal offer. The shareholders are definitely not accepting the approval because they need to be assured that the final outcome should be positive. (Allio, M.K,2005) Around the globe there is arise in fit, appropriate and environmentally friendly manufactured foods products and as a result mass production has replaced mass customization. So for getting the opportunities in overall environment for those branded manufactured foods Fonterra should be capable for changing current strategies and apply new and innovative strategy for completing the challenge in the global market. Even though they are capable of segregating their item for consumptions, Fonterra must have some distinct competences for taking in physical input which can be used in food business so that they come up with different products of competitors. Fonterra should also focus on consumer marketing, product and process innovation so that they Fonterra can get a competitive advantage by differentiating his food products which holds exceptional quality which is different from competitors. According to the science and biology, the production of dairy organization is not limited only on the farm but there is production of manufactured food products as well. The guidance from biotechnology can help Fonterra to adjust the workings by means of technology or natural resources. (Datamonitor,2008) To come up with a different product line, Fonterra should take the help of health and nutrition team which targets at particular health improvement. Data monitor (2008) further pointed out that it is essential that the team is well trained to get target at consumer health all around the world, such as: dermatology, gastrointestinal health, infant nutrition, immune health, sports health, therapeutics, bone health and animal health. Fonterras emphasis on creating of product will undeniably benefit and increase the demand in food products. (Datamonitor,2008) Fonterra is responsible for promoting all food products by advertising about product features in order to control the market. Bart and Bontis (2003) suggested that the direction is required for consumers to make them loyal towards food product. In the ever changing business environment erratic circumstances arise; Fonterra may plan an appropriate strategy for these situations, since the irregular characters. When businesses fragment at spectacular speed or when conventions can overnight be both unbridle or cripple marketplace applicants or when the value and accessibility of critical contributions may vary wildly So the strategy development of Fonterra be for situations of uncertainty.( David Calfee,2006) Successful strategies integrate multiple situations for Fonterra which creates a series of feasible strategic options; flexible enough to make alterations in unpredictable situations. (VeitEtzold, Ted Buswick, 2008) Innovation in the product occur at each stage of business, for example in 80s the Walkman with a cassette player came and replaced Discman and mp3 player soon but now what we can see in market is only iPod which has captured more than 90% of market. And it is highly likely that the iPod will be banished too one day by yet other product. So the firm should continuously have another policy or approach. So demand can modified with the time so Fonterra must be elastic in getting those demand within the time bracket. (VeitEtzold, Ted Buswick, 2008). Still, if satisfactory variations are not ready, or if ready but its not adequate to avoid the risk of fiscal risks, it must use the monetarist policy as a substitute option for taking care for those risks scheduled carefully and always taking note in mind the characteristic problems of that approach. (Tristan Nguyen, 2011)