Organizational Buyer Behavior and Buyer-Seller Relationships Essay

Business to business marketing also known as Industrial marketing is the marketing of goods & services to organizations including commercial enterprises, government and other profit & non-profit institutions for use in the goods & services they in turn produce for resale to other customers or to facilitate the operation of their enterprise (Reeder, & Brierty, 2002). Business to business market is characterized by few customers who buy in very large quantities and are geographically concentrated. The customers are professional and rational in their purchase approach. The nature of demand is derived demand, which is usually customized. The channels of distribution are shorter and there is more emphasis on personal face-to-face communication. In this era of globalization the business environment is characterized by intense competition. To sustain and grow in such a competitive economic environment, business organizations are under tremendous pressure to manufacture a product or provide a service that is of optimum quality, is customized to individual customer requirements and is delivered on time at minimum possible price. The role of the suppliers is crucial in helping the business organizations to achieve this objective. To succeed and grow in such business to business markets business marketers need to understand the Business Buyer Behavior and evolve close, enduring and long-term relationships. Business Buyer Behavior Understanding the dynamics of business buying behavior including the organizational buying process, the types of buying situations, forces influencing the organization buyer behavior, the composition of the buying center and the motives and the roles played by each member of the buying center is crucial for business marketers to identify profitable market segments, locate the various buying influences within these segments and reaching these buyers efficiently and effectively with product or service offerings that satisfy their needs. The Organizational Buying Process The organizational buying behavior is a process rather than an isolated program. It involves comprehensive phases or stages. The process begins with the recognition of a need for a product or service by someone in the company. Broad parameters for the desired product/service are then worked out. Detailed specifications and description for the desired product or service are developed. Once the company has defined the product /service it needs then the search for potential suppliers who can meet the needs begins, alternative suppliers are identified, asked to submit their proposals and the proposals analyzed. The short-listed suppliers are invited for negotiations and the final suppliers are selected. The order is then placed with the selected suppliers on the agreed terms. Finally the performance of the firms supplying the required products/ services is reviewed periodically. The buying process stage of the potential buyer for the seller’s product or service will have a major implication on the marketing approach to be adopted by the seller. Types of Buying Situations There are basically three major types of buying situations, namely the straight rebuy, modified rebuy and new-task buy. In a straight rebuy situation the buyer reorders a product or service without any modifications on a routine basis through the purchase department. In a modified rebuy situation the buyer may wish a modification in product/service specifications, prices, terms of supply etc. This situation usually involves more number of participants in the buying decision process. In a new task buying situation the company is buying a product or service for the first time. In such a situation the organization buying process is more complex and involves many more number of participants from different departments in the organization. The buying company also needs to decide on the product/service specifications, prices, delivery terms, order quantities, service terms etc. Forces Influencing Business Buying Behavior The organization buying behavior is influenced by environmental forces like changes in the domestic and global economy and changes in the technologies. The rapid strides made in information technology especially Internet technology has had a major influence in the way businesses buy. For example most of the small and large business organizations buy computer systems from Dell through its well developed website www. ell. com. Organization buying behavior is also influenced by the organizational forces like centralization and decentralization of purchase and strategic role and priorities of purchase prevalent in the given organization. The group forces influencing behavior include the composition, motives and the roles played by each member of the buying center. Buying Center It is the decision-making uni t of a buying organization and comprises of all members of the organization who are involved in the buying decision process. The members of the buying center will change depending on the product/service being purchased and the buying situation in which it is being purchased. The buying center members may play any one or a combination of the five roles namely, users, influencers, buyers, deciders and gatekeepers. Users are the members who will actually use the product being offered. Influencers are members who influence the purchase. Buyers are members who have the formal authority to make the purchase. Deciders are members who have formal or informal power to select/approve the final suppliers. Gatekeepers are members who control the flow of information from the seller to other members of the buying center. The buying motives/objectives of each member of the buying center through which the members evaluate potential suppliers may differ. The motives may include task oriented objectives such as price, quality, service and Return on Investment and non-task oriented objectives such as recognition, promotion, increments and job security. Companies involved in business to business marketing need to clearly identify the buying situation, the stage or the phase in the buying decision making process for the product being offered, the various forces influencing the buying organizations behavior, the composition of the buying center, the role played by each member of the buying center and the criteria on which they evaluate the suppliers for each individual customer. Based on such an understanding they should evolve suitable marketing strategies for success. For example Unilever the British FMCG major may need new high-speed packaging equipment for its innovation in detergent ‘small & mighty’. Companies in the business of packaging equipment need to understand that it is a new task buy situation for Unilever. And the company may be in the need identification stage of the buying process. They need to have closer relationship with the members from different functional areas like operations, engineering, design, finance and purchase who may comprise the buying center, understand the motives of purchase and the role played by each member. This is crucial because each of this buyer behavior characteristic will have an implication on the buying decision process at Unilever. This will help the supplier to evolve suitable marketing strategies to be the favoured supplier of Unilever. Relationship emphasis in Business to Business Marketing In the highly competitive environment that is prevalent today, suppliers have evolved into business partners. There is a major emphasis on close and long-term relationships in the business to business markets. To maintain the relationships, business markets must develop an intimate knowledge of the customers and add value to it. Relationship marketing centers on all marketing activities directed towards establishing, developing and maintaining successful exchanges with customers (Morgan, & Hunt, 1994). A strong relationship between the buyer and the seller is a win-win situation for both. The seller will have a competitive advantage over his competition and the buyer will have effective business solutions to his problem. The relationships between the buyer and the seller in the business to business setup are positioned on a spectrum with transactional exchanges on one end and collaborative exchanges at the other extreme with value-added exchanges in the middle. Transactional Exchanges focus on timely exchange of a product/service for a competitive price. Economy and necessity are the main motivational factors of such exchanges with little interest on the part of the buyer or the seller to extend the relationship. Such types of exchanges may be preferred by the buying organization when the purchase decision is not complex, the purchase is considered to be less significant to the achievement of its objectives, many suppliers are available and the supply market is stable. Here the business marketer need not make any specialized investment in building relationships. For example the supply of office stationery and cleaning services may call for a transactional relationship. Value added exchanges focus on complete understanding of the present and future needs of the customer and meeting those needs better than the competitor by customizing the firm’s offerings to the needs of individual customers. For example Intel Corporation, a leading player in the semiconductor industry has understood the changing computer server needs of it corporate clients and has developed and introduced a new chip that lowers electricity consumption to a very great extent. This has drastically reduced the huge electricity bills of its customers like Google Corporation that maintain thousands of servers world wide (Edwards, 2006) Collaborative Exchanges focus on building a strong social, economic, service and technical ties over a long period of time for mutual benefit through reduced costs and increased value. Such exchanges are very crucial when the market is very dynamic, the complexity of purchase is very high and the product/service being purchased is very crucial for the performance of the end product of the buying organization. In such situations the switching costs involved in changing a supplier are also very high for the buying organization. For example Asin is the sole supplier to the Japanese car manufacturing major Toyota Motors for â€Å"p-valve†, a critical brake part used in all Toyota vehicles worldwide. Aisin works in very close collaboration with Toyota Motors and is highly involved in the product development process at Toyota Motors to keep pace with the innovations being made in the Toyota vehicles and meet the JIT production requirements of Toyota (Liker, 2004). Business Marketers have some flexibility in deciding where to participate along the relationship continuum. It basically depends on the characteristics of the market, the type and price of product/service being offered and the significance of product/service being offered to the buying organization. However rival companies are continuously working towards taking away the best accounts and so also the requirements, expectations and the preferences of the individual customers keeps changing continuously. To meet these challenges business marketers must develop mutually beneficial relationships with individual customers by developing a deep understanding of their needs. Information should be openly shared to benefit both the buyer and the seller. The systems, procedures, and routines of the buyer and seller should be connected to facilitate operations. There should be very good cooperation between the buyer and seller and both should treat the buying situations as joint responsibilities. Both the buyer and seller should invest in processes and procedures that are necessary to meet the specific needs of the exchange partners. Such mutually beneficial relationships between the buyer and the seller will result in better service to the business customer as the seller will be able to provide customized product/service solutions that precisely meet the individual customer needs. Conclusion Business to business markets are growing in volume as compared to consumer markets. The characteristics of the Business to business markets call for closer buyer seller relationships. Companies operating in the Business to business markets should clearly study the organizational buyer behavior with respect to the product or service they offer. They should decide on the type of relationship, ranging from transactional exchange to collaborative exchange, which they should adopt with each customer to gain competitive advantage in the intensively competitive business environment.

A Personalised Induction Will Always Be More Effective

Introduction A personalised induction is a type of hypnotic induction that is designed to suit a certain individual. As humans, we appear to share the same traits, but in reality, we are different in various ways. This is because we have different likes, dislikes, perspectives, values, and we have diverse cultural backgrounds. Because of these unique differences, everyone has his or her way of handling various situations, and every individual has a different level of openness and resistance (Chapman 2006, p.113). Consequently, during hypnosis, it is worthwhile for the hypnotist to adopt a personalised approach because each participant has unique traits, and people normally respond to the hypnotic process in different ways. The personalised approach takes into account the client’s desires, perceptions, likes, dislikes, as well as their cultural background (James 2006, p.30). Thus, by personalising the induction, hypnotherapists can help their clients to realize better quality results that a re in line with each of the client’s goals. . In this essay, I argue that a personalised induction approach will always be more effective. As humans, we communicate with each other in various ways including gestures, facial expressions, body language, as well as tone of voice and intonation. However, during hypnosis, the hypnotist has limited techniques of communication available since the clients have their eyes closed. For instance, he or she cannot adopt non-verbal communication techniques, and this makes the message or the instructions he or she is sending to weaken. Thus, it is necessary for the hypnotist to adopt other appropriate techniques of strengthening the message being conveyed to the clients. In order to do this effectively, the hypnotist can personalise the way he or she speaks to the clients by adopting different words, tone variation, volume, and pace, but ensuring the message remains unchanged (Erickson, Rossi & Ryan 1998, p.37-59). Milton H. Erickson common ly referred to as the father of contemporary hypnotherapy recognised that people have different beliefs, values, perceptions, and cultural backgrounds, and consequently, throughout his career as a psychiatrist, he adopted the personalised induction as the best tool for hypnosis. Erickson differed with Hull’s opinion that the subject should always be a passive participant. According to Hull (1933/1968), adoption of a standardized induction would have the same effect on all the subjects (Hawkins 2006, p.36). Difference of opinion between these two great psychiatrists fuelled Erickson’s quest for a valid understanding of the best approach to the hypnotic induction. Later on, Erickson concluded that it is what the subjects do and understands that matters most, not what the operator wishes. In other words, he believed that in order to realize quality results of the therapy, the subjects must be active participants, and the suggestions given by the therapist ought to concur with the client’s desires, perceptions, values, and goals of the therapy (Zeig & Munion, 1999, p.48-51). Permissive and the authoritarian technique Erickson developed the idea that hypnosis is a natural process that needed a more viable approach such as the permissive technique, because it enhances the client’s responsiveness and cooperation. The permissive technique acknowledges that every individual has unique traits, values, perceptions, and desires. It is normally based on the assumption that every person has a unique way of entering into a trance state and receiving suggestions. In this approach, most of the clients know how to relax and enter a trance state, since the hypnotist briefs every client on how the process takes place at the start. As a result, the hypnotist simply acts as a guide as the subjects enters into a hypnotic state (Simpkins 2001, p.53). Before Erickson pioneered the permissive technique, the authoritative technique was the only available technique that was deemed effective. . The authoritative approach is commanding and direct, and its main objective is usually to establish control over the clie nt and modify his or her behaviour through adoption of repetitive commands. Pioneers of this approach believed that by establishing control over their clients, they would be able to increase the chances of getting remarkable results. However, this approach does not produce effective results as asserted by its pioneers since the subjects, who respond in a positive way to it, are only those who respect their authoritarian figures in their daily lives. As a result, authoritative technique can fail to produce quality results if the participant believes in being at the same level with all the authoritarian figures in his or her live (Sheehan 2005, p.67-70). Unlike the authoritative approach, the permissive technique mainly involves adoption of a soft tone to lull the client into relaxation. Throughout this approach, the client and the hypnotist are usually equal partners. Furthermore, more imagery is employed to increase the magnitude of the suggestions. The subject is also given greater responsibility. Since personalised imagery is incorporated in this technique, the induction becomes more real and viable than in the authoritative approach, since the suggestions used by the hypnotist conform to the clients likes and expectations (Sheehan 2005, p.70-72). Clark Hull and Sigmund Freud’s research on hypnosis Despite Erickson’s insistence on the value of the permissive technique, some people object the personalised induction approach. They claim that the personalised induction approach takes more time than the authoritative approach. Moreover, they support their stance by citing some of the works of the great traditional researchers such as Clark Hull and Sigmund Freud. Arguments involving state and the role theory are also used to analyze Erickson’s position. Hull differed with Erickson’s perspective and on the contrary, he proposed the authoritarian technique, which makes the subject a passive participant (Pintar & Lynn, 2009, p.112). He believed that adoption of a standardized approach would yield the same results on all the subjects. In 1940, Jung (1902/1957) backed him in his research, but Jung was not comfortable in using the authoritarian technique, because it involved commanding clients to do according to their therapist’s expectations. According to Jun g’s perspective, participants ought to be involved throughout the process instead of directing then to comply with suggestions that do not conform to their likes. Consequently, Jung broke away from Hull’s research (Hamill 2012, p.24). Based on this, it is clear that the authoritarian approach is not viable, and as a result, it is not logical to oppose the personalised approach based on Hull’s perspective since he does not take into account preferences and expectations of the participants. In addition, Freud’s research asserts that the process of hypnosis would give better results when the subject was on deep trance. Like Hull, Freud adopted the authoritarian technique in a more assertive manner hoping that he would get better results (Sofroniou 2010, p.12). He was particularly interested in the technique because he believed that it was the perfect way of accessing forgotten events and emotions, a cathartic process, which gave relief to his clients. Howeve r, Freud became uncomfortable with hypnosis because his patients did not respond uniformly to the process. He was also afraid that the direct suggestion technique might do away with symptoms that were important for the clients to retain. In addition, Freud had worries over the sexual perceptions that surrounded the hypnotic process, which labelled a client as ‘giving herself’ emotionally to the psychiatrist. Because of these reasons, as well as lack of sufficient experience with hypnosis both through research and clinically, Freud decided to quit hypnosis (Zeig & Munion 1999, p.48-49). If Freud had adopted the permissive approach, he would have succeeded because the personalised approach relies on suggestions that are in line with the client’s expectations, desires and likes, and as a result, the clients could not lose any important symptom. The permissive technique would also help him to eliminate the ill-sexual perception, since it gives the client greater resp onsibility unlike the authoritarian technique. State and the role theory Advocates of the state theory, which asserts that hypnotic induction arouses a unique modified state of consciousness in the patient, base their argument on the notable changes that occur to the brain during hypnosis, and to the dramatic effects, which hypnosis can cause such as the disappearance of warts and insensitivity to pain. They also claim that sometimes, both hypnotised and non-hypnotised participants take instructions differently. For instance, in a certain study, both the hypnotised and non-hypnotised were told to run their hands through their hair once they heard the word ‘experiment.’ The pretenders carried out the suggestion only when the psychiatrist said the word, but the hypnotised participants complied regardless of who gave the suggestion (Coon, Mitterer, Talbot & Vanchella, 2010, p.194). Based on this, opponents of the personalised induction claim that the authoritative approach is as effective as the permissive approach. They support their claim by a sserting that participants who do not respond to the permissive technique can respond to the authoritarian technique effectively, particularly those who respect authoritarian figures in their life. Moreover, advocates of the role theory assert that hypnosis is not a special state of consciousness. They argue that some of the changes linked with hypnosis can also take place without it. They claim that hypnotised people just comply with the demands of the situation, and act in conformity with a special role. From this point of view, hypnosis provides a socially logical reason to comply with someone’s suggestions, in the same way as a physical exam, which provides a logical reason of removing clothes on request. Supporters of the role theory justify their claims by arguing that non-hypnotised participants sometimes exhibit behaviours that are usually linked with hypnosis (Bernstein & Nash, 2008, p.153). Based on this, I disagree with the opponents of the personalised induction w ho adopt the role theory to support their stance, because the theory rejects the idea of hypnosis without providing concrete reasons. The dissociation theory The dissociation theory provides substantial reasons why the personalised inductions should be adopted during the hypnotic process. The theory suggests that hypnosis is not a single specific state, but the general condition, which temporarily reorganises our normal control over actions and thoughts. Dissociation allows body movements to occur under voluntary control and the involuntary processes to be controlled voluntarily. As Hilgard proposed this theory, he asserted that the relaxation of control occurs because of the social agreement between the hypnotist and the hypnotised person to share control (Bernstein & Nash, 2008, p.153-154). In other words, the theory supports the idea that for the process to be effective, the participant should be an active participant, something advocated in the personalised induction approach. Modern hypnosis Based on contemporary hypnosis, a personalised induction seems to be the most effective approach in hypnosis. The approach takes into account the client’s values, desires, and it views the subjects as active participants. It also supports the idea that it is imperative to have the patient as relaxed as possible, get them involved in the in the process, and discuss the expectations and goals of attending the therapy with the client. Furthermore, the modern hypnotherapist starts the therapy session by establishing a rapport with their patients, which is a key aspect of the personalised induction approach (Gaschler 2009, p.21). In the course of the personalised induction, strong relationships between the clients and the therapist are necessary in order to ensure the client is fully involved in the process. Learning Modalities Overtime, personalised induction has stood out as the best because it takes into consideration learning modalities, which are key channels through which people receive, store, and give information. Modality is comprised of perception, sensation, and memory and the key senses include smell, taste, visual, auditory, and kinaesthetic. Knowledge of modalities enables therapists to personalise screeds for each client. When a patient’s modalities are ascertained, it becomes easy to discuss with them in a way that makes them feel comfortable and relaxed (Hogan & LaBay 2007, p.226-239). As a result, it becomes easy to achieve the objective of the therapy. Conclusion The above discussion has suggested that personalised induction is more effective than the authoritarian approach. This is because we have different likes, dislikes, desires, perceptions, and we come from different cultural backgrounds. Consequently, to achieve remarkable results in the process of hypnosis, the hypnotist should take into consideration all this aspects. Although a standardized approach (authoritative approach) can be effective in some instances, it only works on subjects who respect the authoritative figures. Moreover, the authoritative technique assumes that all people react in the same manner to suggestions. However, this should not be the case since we possess different traits. Thus, the personalised induction or the permissive approach is the only method through which noteworthy results can be achieved during the hypnotic process, since it acknowledges that we have different likes, dislikes, perceptions and that we come from diverse cultural backgrounds. References Bernstein, D. A., & Nash, P. W. (2008). Essentials of psychology. Boston, MA, Houghton Mifflin. Chapman, R. A. (2006). The clinical use of hypnosis in cognitive behavior therapy a practitioner’s casebook. New York, NY, Springer Pub. Coon, D., Mitterer, J. O., Talbot, S., & Vanchella, C. M. (2010). Introduction to psychology: gateways to mind and behavior. Belmont, Calif, Wadsworth Cengage Learning. Erickson, M. H., Rossi, E. L., & Ryan, M. O. (1998). Mind-body communication in hypnosis. London, Free Association. Gaschler, T. (2009). Modern hypnosis techniques Pt. 1. Pt. 1. [Bad Sachsa], Steiner. Hamill, D. (2012). An Introduction to Hypnosis & Hypnotherapy. Bolton, MA, eBookIt.com. Hawkins, P. (2006). Hypnosis and stress a guide for clinicians. Chichester, England, Wiley. Hogan, K., & LaBay, M. (2007). Through the Open Door: Secrets of Self-hypnosis. Gretna, Louisiana: Pelican Publishing. James, U. (2006). Clinical hypnosis textbook: a guide for practical intervention. Oxford, Radcliffe Publishing. Pintar, J., & Lynn, S. J. (2009). Hypnosis a Brief History. Chichester, John Wiley & Sons Sheehan, L. (2005). Basic Hypnosis Manual. Raleigh, North Carolina: Lulu. Simpkins, C. A. (2001). Self-Hypnosis: Plain and Simple. Tuttle Pub. Sofroniou, A. (2010). The misinterpretation of Sigmund Freud. [Raleigh, N.C. ], Lulu Com. Zeig, J. K., & Munion, W. M. (1999). Milton H. Erickson. London, Sage Publications. A Personalised Induction Will Always Be More Effective Introduction A personalised induction is a type of hypnotic induction that is designed to suit a certain individual. As humans, we appear to share the same traits, but in reality, we are different in various ways. This is because we have different likes, dislikes, perspectives, values, and we have diverse cultural backgrounds. Because of these unique differences, everyone has his or her way of handling various situations, and every individual has a different level of openness and resistance (Chapman 2006, p.113). Consequently, during hypnosis, it is worthwhile for the hypnotist to adopt a personalised approach because each participant has unique traits, and people normally respond to the hypnotic process in different ways. The personalised approach takes into account the client’s desires, perceptions, likes, dislikes, as well as their cultural background (James 2006, p.30). Thus, by personalising the induction, hypnotherapists can help their clients to realize better quality results that a re in line with each of the client’s goals. . In this essay, I argue that a personalised induction approach will always be more effective. As humans, we communicate with each other in various ways including gestures, facial expressions, body language, as well as tone of voice and intonation. However, during hypnosis, the hypnotist has limited techniques of communication available since the clients have their eyes closed. For instance, he or she cannot adopt non-verbal communication techniques, and this makes the message or the instructions he or she is sending to weaken. Thus, it is necessary for the hypnotist to adopt other appropriate techniques of strengthening the message being conveyed to the clients. In order to do this effectively, the hypnotist can personalise the way he or she speaks to the clients by adopting different words, tone variation, volume, and pace, but ensuring the message remains unchanged (Erickson, Rossi & Ryan 1998, p.37-59). Milton H. Erickson common ly referred to as the father of contemporary hypnotherapy recognised that people have different beliefs, values, perceptions, and cultural backgrounds, and consequently, throughout his career as a psychiatrist, he adopted the personalised induction as the best tool for hypnosis. Erickson differed with Hull’s opinion that the subject should always be a passive participant. According to Hull (1933/1968), adoption of a standardized induction would have the same effect on all the subjects (Hawkins 2006, p.36). Difference of opinion between these two great psychiatrists fuelled Erickson’s quest for a valid understanding of the best approach to the hypnotic induction. Later on, Erickson concluded that it is what the subjects do and understands that matters most, not what the operator wishes. In other words, he believed that in order to realize quality results of the therapy, the subjects must be active participants, and the suggestions given by the therapist ought to concur with the client’s desires, perceptions, values, and goals of the therapy (Zeig & Munion, 1999, p.48-51). Permissive and the authoritarian technique Erickson developed the idea that hypnosis is a natural process that needed a more viable approach such as the permissive technique, because it enhances the client’s responsiveness and cooperation. The permissive technique acknowledges that every individual has unique traits, values, perceptions, and desires. It is normally based on the assumption that every person has a unique way of entering into a trance state and receiving suggestions. In this approach, most of the clients know how to relax and enter a trance state, since the hypnotist briefs every client on how the process takes place at the start. As a result, the hypnotist simply acts as a guide as the subjects enters into a hypnotic state (Simpkins 2001, p.53). Before Erickson pioneered the permissive technique, the authoritative technique was the only available technique that was deemed effective. . The authoritative approach is commanding and direct, and its main objective is usually to establish control over the clie nt and modify his or her behaviour through adoption of repetitive commands. Pioneers of this approach believed that by establishing control over their clients, they would be able to increase the chances of getting remarkable results. However, this approach does not produce effective results as asserted by its pioneers since the subjects, who respond in a positive way to it, are only those who respect their authoritarian figures in their daily lives. As a result, authoritative technique can fail to produce quality results if the participant believes in being at the same level with all the authoritarian figures in his or her live (Sheehan 2005, p.67-70). Unlike the authoritative approach, the permissive technique mainly involves adoption of a soft tone to lull the client into relaxation. Throughout this approach, the client and the hypnotist are usually equal partners. Furthermore, more imagery is employed to increase the magnitude of the suggestions. The subject is also given greater responsibility. Since personalised imagery is incorporated in this technique, the induction becomes more real and viable than in the authoritative approach, since the suggestions used by the hypnotist conform to the clients likes and expectations (Sheehan 2005, p.70-72). Clark Hull and Sigmund Freud’s research on hypnosis Despite Erickson’s insistence on the value of the permissive technique, some people object the personalised induction approach. They claim that the personalised induction approach takes more time than the authoritative approach. Moreover, they support their stance by citing some of the works of the great traditional researchers such as Clark Hull and Sigmund Freud. Arguments involving state and the role theory are also used to analyze Erickson’s position. Hull differed with Erickson’s perspective and on the contrary, he proposed the authoritarian technique, which makes the subject a passive participant (Pintar & Lynn, 2009, p.112). He believed that adoption of a standardized approach would yield the same results on all the subjects. In 1940, Jung (1902/1957) backed him in his research, but Jung was not comfortable in using the authoritarian technique, because it involved commanding clients to do according to their therapist’s expectations. According to Jun g’s perspective, participants ought to be involved throughout the process instead of directing then to comply with suggestions that do not conform to their likes. Consequently, Jung broke away from Hull’s research (Hamill 2012, p.24). Based on this, it is clear that the authoritarian approach is not viable, and as a result, it is not logical to oppose the personalised approach based on Hull’s perspective since he does not take into account preferences and expectations of the participants. In addition, Freud’s research asserts that the process of hypnosis would give better results when the subject was on deep trance. Like Hull, Freud adopted the authoritarian technique in a more assertive manner hoping that he would get better results (Sofroniou 2010, p.12). He was particularly interested in the technique because he believed that it was the perfect way of accessing forgotten events and emotions, a cathartic process, which gave relief to his clients. Howeve r, Freud became uncomfortable with hypnosis because his patients did not respond uniformly to the process. He was also afraid that the direct suggestion technique might do away with symptoms that were important for the clients to retain. In addition, Freud had worries over the sexual perceptions that surrounded the hypnotic process, which labelled a client as ‘giving herself’ emotionally to the psychiatrist. Because of these reasons, as well as lack of sufficient experience with hypnosis both through research and clinically, Freud decided to quit hypnosis (Zeig & Munion 1999, p.48-49). If Freud had adopted the permissive approach, he would have succeeded because the personalised approach relies on suggestions that are in line with the client’s expectations, desires and likes, and as a result, the clients could not lose any important symptom. The permissive technique would also help him to eliminate the ill-sexual perception, since it gives the client greater resp onsibility unlike the authoritarian technique. State and the role theory Advocates of the state theory, which asserts that hypnotic induction arouses a unique modified state of consciousness in the patient, base their argument on the notable changes that occur to the brain during hypnosis, and to the dramatic effects, which hypnosis can cause such as the disappearance of warts and insensitivity to pain. They also claim that sometimes, both hypnotised and non-hypnotised participants take instructions differently. For instance, in a certain study, both the hypnotised and non-hypnotised were told to run their hands through their hair once they heard the word ‘experiment.’ The pretenders carried out the suggestion only when the psychiatrist said the word, but the hypnotised participants complied regardless of who gave the suggestion (Coon, Mitterer, Talbot & Vanchella, 2010, p.194). Based on this, opponents of the personalised induction claim that the authoritative approach is as effective as the permissive approach. They support their claim by a sserting that participants who do not respond to the permissive technique can respond to the authoritarian technique effectively, particularly those who respect authoritarian figures in their life. Moreover, advocates of the role theory assert that hypnosis is not a special state of consciousness. They argue that some of the changes linked with hypnosis can also take place without it. They claim that hypnotised people just comply with the demands of the situation, and act in conformity with a special role. From this point of view, hypnosis provides a socially logical reason to comply with someone’s suggestions, in the same way as a physical exam, which provides a logical reason of removing clothes on request. Supporters of the role theory justify their claims by arguing that non-hypnotised participants sometimes exhibit behaviours that are usually linked with hypnosis (Bernstein & Nash, 2008, p.153). Based on this, I disagree with the opponents of the personalised induction w ho adopt the role theory to support their stance, because the theory rejects the idea of hypnosis without providing concrete reasons. The dissociation theory The dissociation theory provides substantial reasons why the personalised inductions should be adopted during the hypnotic process. The theory suggests that hypnosis is not a single specific state, but the general condition, which temporarily reorganises our normal control over actions and thoughts. Dissociation allows body movements to occur under voluntary control and the involuntary processes to be controlled voluntarily. As Hilgard proposed this theory, he asserted that the relaxation of control occurs because of the social agreement between the hypnotist and the hypnotised person to share control (Bernstein & Nash, 2008, p.153-154). In other words, the theory supports the idea that for the process to be effective, the participant should be an active participant, something advocated in the personalised induction approach. Modern hypnosis Based on contemporary hypnosis, a personalised induction seems to be the most effective approach in hypnosis. The approach takes into account the client’s values, desires, and it views the subjects as active participants. It also supports the idea that it is imperative to have the patient as relaxed as possible, get them involved in the in the process, and discuss the expectations and goals of attending the therapy with the client. Furthermore, the modern hypnotherapist starts the therapy session by establishing a rapport with their patients, which is a key aspect of the personalised induction approach (Gaschler 2009, p.21). In the course of the personalised induction, strong relationships between the clients and the therapist are necessary in order to ensure the client is fully involved in the process. Learning Modalities Overtime, personalised induction has stood out as the best because it takes into consideration learning modalities, which are key channels through which people receive, store, and give information. Modality is comprised of perception, sensation, and memory and the key senses include smell, taste, visual, auditory, and kinaesthetic. Knowledge of modalities enables therapists to personalise screeds for each client. When a patient’s modalities are ascertained, it becomes easy to discuss with them in a way that makes them feel comfortable and relaxed (Hogan & LaBay 2007, p.226-239). As a result, it becomes easy to achieve the objective of the therapy. Conclusion The above discussion has suggested that personalised induction is more effective than the authoritarian approach. This is because we have different likes, dislikes, desires, perceptions, and we come from different cultural backgrounds. Consequently, to achieve remarkable results in the process of hypnosis, the hypnotist should take into consideration all this aspects. Although a standardized approach (authoritative approach) can be effective in some instances, it only works on subjects who respect the authoritative figures. Moreover, the authoritative technique assumes that all people react in the same manner to suggestions. However, this should not be the case since we possess different traits. Thus, the personalised induction or the permissive approach is the only method through which noteworthy results can be achieved during the hypnotic process, since it acknowledges that we have different likes, dislikes, perceptions and that we come from diverse cultural backgrounds. References Bernstein, D. A., & Nash, P. W. (2008). Essentials of psychology. Boston, MA, Houghton Mifflin. Chapman, R. A. (2006). The clinical use of hypnosis in cognitive behavior therapy a practitioner’s casebook. New York, NY, Springer Pub. Coon, D., Mitterer, J. O., Talbot, S., & Vanchella, C. M. (2010). Introduction to psychology: gateways to mind and behavior. Belmont, Calif, Wadsworth Cengage Learning. Erickson, M. H., Rossi, E. L., & Ryan, M. O. (1998). Mind-body communication in hypnosis. London, Free Association. Gaschler, T. (2009). Modern hypnosis techniques Pt. 1. Pt. 1. [Bad Sachsa], Steiner. Hamill, D. (2012). An Introduction to Hypnosis & Hypnotherapy. Bolton, MA, eBookIt.com. Hawkins, P. (2006). Hypnosis and stress a guide for clinicians. Chichester, England, Wiley. Hogan, K., & LaBay, M. (2007). Through the Open Door: Secrets of Self-hypnosis. Gretna, Louisiana: Pelican Publishing. James, U. (2006). Clinical hypnosis textbook: a guide for practical intervention. Oxford, Radcliffe Publishing. Pintar, J., & Lynn, S. J. (2009). Hypnosis a Brief History. Chichester, John Wiley & Sons Sheehan, L. (2005). Basic Hypnosis Manual. Raleigh, North Carolina: Lulu. Simpkins, C. A. (2001). Self-Hypnosis: Plain and Simple. Tuttle Pub. Sofroniou, A. (2010). The misinterpretation of Sigmund Freud. [Raleigh, N.C. ], Lulu Com. Zeig, J. K., & Munion, W. M. (1999). Milton H. Erickson. London, Sage Publications.

A Book Report on Irene Hunt’s

Irene Hunt’s No Promises in the Wind (1975) is a story about the plight of fifteen-year-old Josh and his brother Joey, set in the desperate state of the U.S. during the Great Depression of the ‘30s.The two boys hailed from Chicago, born from a middle class family. The Stock market crashed signaling the start of the Depression (Great Depression, 2005). This has been â€Å"particularly severe in Chicago because of the city's reliance on manufacturing, the hardest hit sector nationally† (Deutsch, 2005).   More than half of the workforce lost their jobs (Deutsch, 2005), including their father, Stephan. When this happened their father changed from someone who is kindhearted into a bitter, angry man.Those times were ridden with problems and he takes his anger out on his oldest son Josh. But rather, it could be supposed that he is angrier with himself for being helpless in their situation, what with the pressures of providing for his family.Desperate times necessitate that kids those days mature early, and even though Josh is a mere boy, he leaves his family with his best friend Howie with dreams of being musicians, his little brother Joey tagging along.The brothers experience a devastating blow when Howie got run over by a train. When they continued to venture forth, they realize how hard to make it out in the real world. They were cold and hungry, at times even resorting to begging for food.They meet a lot of interesting and endearing people along the way and saw how people from different parts of the country, such as Louisiana and Nebraska, were being affected by the Depression. Such people like Lonnie, a generous trucker who tries to help them whenever he can despite tough times, and Emily, a beautiful and attractive a circus clown.Hunt paints a harrowing portrait of that period and how desperate times change people, emotionally and psychologically. She shows that when the going gets tough, man’s instincts for survival take over, even at the sake of common goodness and humanity. On the other side of the coin, it is also a testament that kindness still endures.The story is largely character driven, and the author makes good use of her skill in portraying emotions, especially how the Depression changed people. With deft descriptions and stirring language, she conjures a moving image of a desperate America, and what people do in order to survive. Some parts could seem too unrealistic, such as Josh’s illogical ambitions and the brothers’ seemingly continuous luck, but in the end it is successful in providing us a glimpse of the general populace’s real state of living during that period.ReferencesDeutsch, T. (2005).   Great Depression. In The Electronic Encyclopedia of Chicago. Retrieved November 22, 2005, from http://www.encyclopedia.chicagohistory.org/pages/542.htmlGreat Depression. (2005). In Wikipedia. Retrieved November 23, 2005, from http://en.wikipedia.org/wiki/Great_DepressionHunt, I. (1 975). No Promises in the Wind.   Chicago: Follet Publishing.  

Internationl Business Practice Essay Example | Topics and Well Written Essays - 2750 words

Internationl Business Practice - Essay Example The main person responsible for coining the term globalization is considered to be Theodore Levitt. With the passage of time, the phenomenon has grown at a steady rate whereby the setting under which it is held is one that focuses on the global patterns related with the sociological findings. The aspect of whether or not globalization is a newer form of western imperialism is manifested in the definition of the same word. Globalization, for that matter, is remarked as Internationalization since the nature of the two terms is on a worldwide scale more than anything else. West tries to exploit the basis of globalization which the third world countries could bring to the benefit of the developed nations. However, on the part of the two terms, the one thing common however is the fact that these have identified themselves well with the changing (and growing) trends, where most of these are credited on the shoulders of the World War II, after which there has been a resurgent rat race nonetheless. Globalization is a phenomenon and it is one that is here to stay for long. The world has become a global village due to globalization and it is a good omen if seen in the proper perspectives. In an economic zone, globalization plays a significant role at increasing trade on an interna tional front which as compared to the global economy, is much faster and ahead of its time. Globalization improves the technological infrastructures and supports in the development of the telecommunications not only on a regional scale but throughout the world, thus providing help and facilitation to the west more than anything else. With the help of globalization, the legal stance is one that focuses more on the increase in the number of different standards worldwide, which in all essence must be made use of. These include copyright laws, privacy obligations, patenting and others which somehow or the other mesh along well with the legal framework of different multinationals and institutions

Journal 5 Essay Example | Topics and Well Written Essays - 750 words

Journal 5 - Essay Example Mobile technologies have revolutionized the educational system by allowing greater opportunities and greater exposure to new forms of learning which can be beneficial to not only traditional students, but also those returning to school to earn their degree. From a historical context, the development of mobile technologies such as the Internet has been slow. Text messaging and email would have been looked at as science fiction about a hundred years ago. The first type of â€Å"e-mail† was done through Morse code. Research was done in the library by reading over many journals and papers. The smallest computers would take up entire buildings. Compared to the cell phones and palm pilots we have today, the original cell phones were often so big they would have to be carried in a bag. The rudimentary internet technology could only be accessed with minimal functions. The development of all these technologies has increased exponentially over the last century. Greater communication tec hnology and development of technology in general has lead to a more diverse educational experience. Now, many lectures and lessons that are done in traditional schooling, both at the elementary and higher education levels, are all technology enhanced. In particular, this allows schools which have limited academic resources the chance to have access to resources and notes from other schools/institutions. Also, technology allows greater diversity in learning, which in children can be essential because children respond to many different types of learning. Mobile technologies also add to the flexibility of learners, especially in non-traditional students who are returning to school. It allows them to access and submit assignments from phones or computers rather than the traditional handing in hard copies because many of these people work full time jobs and have families. Additional developments in this technology and in data processing has allowed for greater cooperation and communicati on in politics, research, education, and in many other areas as well. Personally, this technology has greatly affected my life. In my short time in society, I have seen the growth and expansion of technology, specifically in the last few years. The internet has revolutionized the way I study for school. I can now research topics on multiple databases as well as type up reports. Mobile media and streaming videos/music has also served an entertainment purpose. If I miss an episode of my favorite show or want to download the new top song, I can access it not only from my computer, but also from my cell phone. The most important part in the development of mobile technology is the ability for me to stay connected with everyone. Not only can I call my parents and friends, but I can also send them text messages from my phone. Social networking sites also allow me to keep up with all my friends. Even though the development of this technology has the greatest effect on learning and education , I believe that it has mostly impacted my social life. Even though we are able to use and function with the technologies we have today, in the next few years they will become obsolete as better and more efficient technologies take their place. To every side of the coin, there are benefits and consequences to the development and uses of more advanced technologies. There is a greater benefit in this development. Our technology is what allows for society to communicate and cooperate with each other.

Country risk analysis Research Paper Example | Topics and Well Written Essays - 1750 words

Country risk analysis - Research Paper Example Therefore, the country’s economy is growing and when united with its population increase, India is indeed a very significant nation for investment in the world (Machiraju 36). This paper will seek to discuss a country risk analysis with reference to India by taking the perspective of a multinational corporation considering expanding its operations into that country, and is intended to assess the business environment in that country. Geographical Location Bounded in the south eastern part by the Arabian sea, in south by the Indian Ocean, and on the south eastern side by the Bengal Bay, the country of India shares her border land with Bhutan in the north-eastern side, Pakistan on the western angle, and Nepal, China, Burma, and Bangladesh on the eastern side (Machiraju 49). India covers an area of 1,269,219 square miles (3,287,263 sq km); the capital city is New Delhi, while the major cities include Chennai, Bangalore, Mumbai, and Kolkata. With regard to the Indian Ocean, India l ies within the vicinity of Maldives and Sri Lanka while the islands of Nicobar and Andaman share the maritime border with the states of Indonesia and Thailand (Saleem 66). This indicates that India lays within a very vibrant economic location – a factor that gives this country too much international openness. Thus, any multinational corporation considering expanding its operations into this country should do so without hesitation. Accordingly, the Indian naval hydrographic charts maintains that the coastline of India measures up to 4,700Â  mi (7,517 kilometers) lengthwise; within that distance, 3,400Â  mi (5,423 kilometers) belong to India’s peninsular and 1,300Â  mi (2,094 kilometers) to the Nicobar, Andaman, and Lakshadweep chains of the island (Devonshire-Ellis 48). This country has several rivers which major origin is Himalaya that flows through the country to the Bengal Bay. Brahmaputra and Ganges are the major rivers supplying India with larger amounts of wate r. The Ganges River has important tributaries such as the Kosi and Yamuna (Carbaugh 54). Cases of flooding are common with the Yamuna tributary but the major peninsular rivers such as the Tapti and Narmada have steeper gradients, which deter them from causing floods. The country is geographically divisive and the costal characteristics comprise the marshy Kutch Ran situated in the western part of India (Bouchet, Ephraim, and Bertrand 50). The country has alluvial Sundarbans delta found in eastern India. Climate The Himalayas Mountains and the Thar Desert have a great influence on India’s climate. Fact findings show that they both act as the driving force of the country’s major sources of income. They are the pivotal determiners of the winter and summer monsoons winds, hence influencing the culture and economy of the state strongly (Machiraju 55). The Himalayas also shield India from the excruciating wrath of the cold katabatic winds of Central Asia by keeping the India n subcontinent bulk warmer as opposed to similar states under same latitudes (Carbaugh 84). The Desert of Thar has a pragmatic role to play as it attracts the moisture-laden summer monsoon winds, which blow from the south-west. These winds are very important to the people of this country as they provide most of the country’s rainfall when they blow between the months of June and October (Saleem 81). India has four predominant climatic groupings, namely

Managing Work and People Essay Example | Topics and Well Written Essays - 2000 words

Managing Work and People - Essay Example In authority, a practice is set up by the employer who then gives it to the employees. At Pixar’s, employees are privileged to have individual recognition particularly when they have improved their skills in the work that they have done, and so they are considered an important asset of the company. Grouping helps create pride among employees in the work place especially when they are grouped in terms of comparable ability, where practices flow better and in a friendly manner. Of importance to note is that evaluation and timing are crucial in every company as they assist in the giving employees’ able time to evaluate themselves as individuals and as groups. Apparently, emotions, attitude and behavior play an important role in the workplace behavior making it easier to manage work and people. INTRODUCTION Pixar Company was established as a Graphics Group in 1979 by Dr. Ed Cat Mull. This came as a division from Lucas firm limited, which has a well- known firm- Star Wars. I t was first based in California, Unites States and is well known for Computer –Generated Imagery (CGI) animation feature films. MOTIVATIONAL THEORY PERSPECTIVE In line with Pixar Animation Studio, it is common knowledge that if people engage in activities that are interesting, engrossing, involving and or everything else, then it’s evident that their motivation is high. ... These two motivations play crucial roles in Pixar Animation Studio in terms of work and people (employees). Intrinsic and Extrinsic motivation Of importance to note is that one of the factors that contribute to effective management at Pixar Animation Studio are Intrinsic and Extrinsic motivation. Intrinsically motivated employees are people who strive to achieve goals that reflect on personal improvement and skill learning especially in understanding specific areas which they are entitled to regardless of what colleagues are doing. Conversely, extrinsically motivated employees specifically strive to beat their colleagues in virtually everything. Needless to say, these two motivation aspects lay within the control of the employees. Motivation Climate Another factor that ensures effectiveness in Pixar Animation is motivation climate. This results from strategies that are adopted by the organization with two main climate of motivation being identified; the task climate and the ego clima te. A task climate is when employees view success in terms of effort and improvement. Moreover, employees have a variety of activities to choose from, over and above, new strategies. On the other hand, performance climate incorporates interpersonal comparison where success is normative. Besides, employees are not interested in learning from their mistakes as would be expected from various organizations (Yarberry 2006, p 19). In relation to motivation climate, Pixar nurtures trusting and respectful relationship and sets free everyone with their creativity. This has been facilitated by the presence of talented individuals who have continually practised loyalty to each other and the team as a whole. Hence, their passion and accomplishment had branded

Analytical and synthetic cubism Essay Example | Topics and Well Written Essays - 1000 words

Analytical and synthetic cubism - Essay Example Cubism was founded by Pablo Picasso and Georges Braque, inspired by the artworks in African Sculpture, by painters Paul Cà ©zanne (French, 1839-1906) and Georges Seurat (French, 1859-1891), and by Fauves. Cubism was later divided into two branches, Analytical Cubism and Synthetic Cubism.Analytical Cubism is the first development phase of Cubism and was developed between 1908 and 1912. The Analytical phase consisted of analyzing the object and then breaking it down into basic geometric forms in the canvas.Synthetic Cubism, the second and more decorative phase of Cubism started after the Analytical phase in 1912. This phase was less complex than its predecessor phase.During Analytical Cubism the language of Cubism had become flatter, consistent, but also more ambiguous. In his portrait of Ambroise Vollard, Picasso fragmented a human figure into a number transparent geometric planes intersecting each other at a variety of angles, none of these planes giving the illusion of three dimens ionality.2 In this work, Picasso merged figure and environment, solid and void, background and foreground.â€Å"Synthetic Cubism was in part a reaction against the abstract tendency of the Analytical phase.†3 With his `Still Life with Chair Caning’ (1912, Musà ©e Picasso,Paris, France) Picasso invented a technique called collage (from the French word `coller’ meaning "to glue"). This started the second phase of Cubism known as Synthetic Cubism. Pasting pieces of paper or other material to the surface of painting is Collage. In his painting, Picasso used a piece of oilcloth. Soon both Picasso and Braque began using newspapers, wallpapers, advertising in their paintings implying that art can be created with anything and not just brushes and paint.2 During Analytical Cubism, the works produced by Picasso and Braque shared similarities in style since the objects were represented by geometric forms such as cylinder, sphere and cone. Whereas Synthetic Cubism was more like synthesizing several objects into a figure. The colors were minimum or almost non-existent in Analytical Cubism paintings. Many of the painting were entirely muted brown or grays. The main reason for this was that the two artists were concerned about geometric shapes. Synthetic Cubism on the other hand is more of a decorative phase of Cubism. Colors were reintroduced in synthetic cubism. For the decorative effort, bright colors were used, smooth and rough surfaces were contrasted with one another. Sometimes objects such as newspapers or tobacco wrappers were used in combination with painted areas.4 Abstraction was one of the main characteristics of Analytical Cubism. There was minimal resemblance with the real world as can be seen in the paintings 'Ma Jolie' (1911) by Picasso and 'The Portuguese' (1911) by Braque. The subject matter appeared to be structure of fragmented planes. In Synthetic Cubism both artists included stenciled letters, words (often pun) as a reaction against abstraction of Analytical Cubism.3 Right angles and straight-lines were mostly used in Analytical Cubism. Paintings were almost flat though sometimes in some areas the painting appeared sculptural, for instance in the painting Girl with a Mandoline' (1910), by Picasso. The synthetic phase of Cubism affirmed Cubism as a manipulative technique which plays games with both reality and perception, through the use of collage and letter stenciling. It also helped in accentuating its flatness. Picasso began to look at sculptures in a new way, due to his experience with collage, as an assemblage of parts rather than a shaped mass, which shows in the sculptures he made in 1912, riffs on the form of the guitar. Cubism as Modern Movement: Cubism is considered to be the most influential modern movement by many art critics. The reason being that Cubism gave a new meaning to looking at objects in a significantly different way from the one set during the Renaissance

The Piano Lesson by August Wilson Research Paper

The Piano Lesson by August Wilson - Research Paper Example The point of the disagreement is the piano. Boy Willie has travelled to Pittsburgh to get his portion of the piano, which is presently in the ownership of Berniece, his sister.   Boy Willie is a ruffian, and thinks that the profit from the piano gives him his finest opportunity to surpass the social and economic persecution that has troubled the men in his family (Boan 73). Yet, his vision of a better life is prevented by the refusal of Berniece to put on sale what is, she believes, a very important symbol the family’s history. All over the play, therefore, the piano becomes a criterion through which conflicting perceptions of the past could be assessed. The outcome is that Wilson has re-interpreted the difficulties of bearing the weight of history, which is at the core of his other stories, into an issue of how to use history in the most effective way. As Wilson said (Krasner 327): â€Å"The real issue is the piano, the legacy. How are you going to use it?†Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Wilson dreamed of writing a ten-play series that would highlight the history of African Americans in his country. He tool on the responsibility of an ancestral ‘griot’ whose obligation was to protect and perpetuate his culture’s history and heritage: â€Å"†¦ the role of the griot is significant since it is with him we mark the beginning of African literary tradition as we know it† (Miller 97). So as to accomplish this he engaged in his ten-play series which would introduce the experience of the African Americans to his fellow citizens and to the rest of the world.

Science Fiction, Technology, and Our Modern World Essay - 2

Science Fiction, Technology, and Our Modern World - Essay Example The brain in a vat scenario depicts a situation where all beliefs we hold about the world would presumably be false despite the fact that they are justified. Brain in a vat argument presents a situation where a removed human brain placed in a life-sustaining fluid and connected to computers that provide exactly the same impulses as the body. The computers effectively create a virtual reality. The person with the disembodied brain continues to have a perfect life without a relationship with the object of the real world. The person will not be able to discover the reality of their simulated world thus transferring my consciousness to a computer would make no difference, I will not mind. Q2. Metaphysics is concerned with the fundamental nature of reality whose hypothesis may claim the truth underlying physics. It may also say a thing about our mind’s nature or creation of the world. Matrix hypothesis is regarded as a metaphysical proposition with all the three elements. These are the reality underlying physics, nature of our minds and the creation of the world. Each of these elements is coherent, and cannot be ruled out conclusively and none of them is a skeptical hypothesis. Matrix and metaphysical hypotheses are similar in three-part version. The fundamental computation of the physical processes, the separation of our cognitive systems from physical processes while interacting with these processes and lastly the physical reality created outside the physical space. One may make various objections. For instance, one might argue that the matrix hypothesis implies a computer simulation where physical process exists but not simply that the physical processes themselves exist. Matrix hypothesis seeks to create consciousness in minds, which may or may not be fully aware that they are living in a simulation. Q3. Computer games and simulations are interactive multimedia whose

Mentoring and Clinical Supervision in Nursing Practice Essay

Mentoring and Clinical Supervision in Nursing Practice - Essay Example The apparent gap between the scholarship, academy, knowledge, and learning can actually only be bridged by a constant supervision while rendering clinical activity and care by the mentors of the mentees Although there is a growing concern regarding the frustration related to today's nursing environment, an attitude change is enough to beget drastic changes in the status of healthcare nursing. This is the time of rapid and phenomenal changes in the pattern of healthcare delivery mainly due to advancement in technology and progressive development of the cult of increasing application of research to accomplish evidence-based care (Mills, J.E., Francis, K.L., and Bonner, A., 2005). Despite the problem apparently is crucial, the solution to issues in the nursing work environment and nursing practice parallels it since the nurses have the opportunity to use the power that already exists in the role of bedside nurses, and that role is that of mentoring that involves clinical supervision in implementing practice. Through mentoring, the nurses can continue to create common bond, feelings of acceptance, and a sense of loyalty within the profession (Browne-Ferrigno, T. and Muth, R., 2004). Mentoring and clinical supervision are critical in nursing. ... Despite the current hectic environment, nurses must make the time to mentor and supervise juniors (Yegdich, T., 2000). Taking the example of critical care nursing that involves sound knowledge of instruments, gadgets, medicines, and the physiology of life, one can easily assume that experienced critical care nurses have a knowledge base of vast clinical expertise, and in that clinical area, nothing happens outside evidence-based practice, and therefore, management of care of the patients is not possible without the wisdom and expertise acquired over time (Jenkins, E., Rafferty, M., and Parke, S., 2000). Impact on Knowledge: Nurses who are blessed with both knowledge and expertise mainly due to extended clinical experience would naturally be called for these leadership roles including mentoring and clinical supervision in professional development of junior nurses. They are in a position to offer continuing education, to provide opportunity for growth, to encourage certification among the mentees and the supervised, and ultimately in this way, to facilitate the opportunity for the new nurse to network with others in her area (Rafferty, M.A., 2000). The nurses do have the power and capability to make a difference, thus, not only in the lives of the patients and their families cared for but also to imbibe energy and interest in the practice environment with continued mentoring and clinical supervision of one nurse at a time. It demands a belief and love for the job and confidence that changes can be brought about in the environment of work involving the care of the patients by a process of progressive and d evelopmental nurturing of those who will

Psychodynamic Personality Theories Essay Example for Free

Psychodynamic Personality Theories Essay Contemporary society is intrigued with the notion of human behavior as it expresses itself in our personality. Psychoanalytic model is most noted for introspective strategies such as depth interviewing and projective techniques, which have emanated from its theoretical perspective. Classical psychoanalytic conceptualization approached the study of character or personality in two very different ways, each deriving from an early theoretical model of individual development. In the era of Freud’s original drive theory, an attempt was made to understand personality on the basis of fixation. Later with the development of ego psychology, character was conceived as expressing the operation of particular styles of defense. This second way of understanding character was not in conflict with the first; it provided a different set of ideas and metaphors for comprehending what was meant by a type of personality (Magnavita, 2002). The contemporary psychodynamic model of personality is very popular, particularly with clinical practitioners, and offers much that is useful for conceptualizing personality and personal disorders. The strength of this model seems to lie in the power of many of its fundamental constructs, such as the unconscious, defense systems, and the relation among component personality structures. It is hard to imagine a psychology of personality without some reference to these and other constructs. The limitations of this model are many. Unfortunately, after years of perpetuating itself in a closed system, a crisis developed about the viability of this model. Another draw back is the tendency to eschew empirical research, which would have established wider scientific acceptance. For many, the conceptualizations and esoteric language make it difficult to immerse oneself in what seems a dogmatic intellectualized system for those who hide behind language. In conclusion knowing where to approximately place an individual on the structural continuum is as much a clinical art as a science. Reference Magnavita, J. J. (2002). Theories of personality: contemporary approaches to the science of personality. New York: John Wiley and Sons.

Marketing Mix Kinder Bueno Marketing Essay

Marketing Mix Kinder Bueno Marketing Essay Today ferrero is one of the largest confectionary companies in the world. Ferrero has sales product all around the world. The ferrero family keeps on delight its universal consumers with a seemingly inexhaustible line of single, high-quality product, not only in the spread and candy aisles, but also in the bakery and beverage part. Kinder Bueno is one of the best-sellers of the company and at the heart of ferrero success. Kinder Bueno is sold at 30 countries around the world. Kinder Bueno has great market power in the world. The aim of this report is to evaluate the marketing strategy of Kinder Bueno. This report will mention all aspects of Kinder Buenos marketing mix, these include: product, price, place and promotion. Product Kinder Bueno is a chocolate bar comes from Ferrero. It is a hazelnut cream filled wafer with some smoothly chocolate covering. The brand of Kinder was launched in 1968 which products for children debuts. Kinder Bueno chocolate bar originally comes from Germany, where it was first come out in 1990. It is the most principle and significant source of income for Ferrero. Ferrero use its recipe for their own product, which was available from 1946. Ferrero produce special package for Kinder Bueno. As we know Kinder Bueno is special package like that. This package contains chocolate bar like small candy so that can easily and convenience to storage and enjoy it everywhere at any time. Moreover, Kinder Bueno label contains Kinder Bueno and picture of glass and half milk and hazelnut. It illustrates their special recipe for making milk chocolate with hazelnut. Price Brand Name Price Kinder Bueno 43g $4.53 per 100g Timeout 40g $6.20 per 100g Mars bar 80g $2.6 per 100 g Good product is a crucial point. However, price has a significant impact on customers as well. Setting an appropriate price is also a key to launch the product widely and successfully. When pricing goods, the very important factor is the cost and feature of goods itself. Obviously, the cost of produce the original chocolate is not so expensive. Producing original chocolate is a traditional production project, Ferrero had started with chocolate. Tables above are determine whether price is different between packages and compare with competitor products. This price based on products sold in Woolworths price at this time. The other two competitors product, one is Timeout which is Cadburys product, this company is the worlds largest confectionary producer established in the year 1824 in London. The other one is Mars which is a famous chocolate factory called Mars, Inc. Established in United Kingdom in 1932. According to the research and price table above from supermarket comparison it is easy to find that Kinder Bueno is not winning by price competition. We can easily know the Kinder Buenos price is the middle price of this three companys product. The highest one is Timeout which is $6.2 per 100g; second one is Kinder Bueno which is $4.53 per 100g. The third one is Mars bar which is the cheapest one on the shop shelf is $2.6 per 100g. Although its price is a little higher than others (such as small differences in price cant play a leading role in customers choice), Kinder Bueno focuses on non-price competition. They emphasises distinctive product features and quality to distinguish its chocolate bar from its competing brands. Kinder Bueno develops diversified products focusing on health care. And also because of its prestige products and long history, Kinder Bueno has a great advantage of building customer loyalty. For prestige products, it seems to sell better at high prices than at lo w ones, just like Kinder Bueno. Because of a proper price and such famous brand, all target customers from the child to the old ready to try it. Place (Distribution) When a commodity is labeled well the price, the next procedure is that how to distribute to customers rapidly and widely. In supermarket, they display the product as sort. All of confectionery goods are arranged together. Ferreros product displayed large part of confectionery section, because Ferrero have lots of different products than other company. It increase chance to be choose by customer. And Ferrero product often display at other section especially at Woolworth. It is kind of advertising that customer can pick it up at any place. Next important part of place is which distribution channels should company uses to sell it. In fast moving consumer goods (FMCG) market, most company choose channel C to sell their product. Channel C is a long-standing channel, especially for consumer products, it takes goods from the producer to wholesaler, then to a retailer, and finally to consumers. Global distribution makes Kinder Bueno spread every corner of the world. Products flows from manufacturers to retailers free and fast accelerate the speed of final transaction. Aside from convenience stores, large retail stores such as Coles, Woolworths, Safeway, and Franklins in Australia, many Grocery Stores are also played a significant role in the distribution of Kinder Bueno. Except that, internet has a powerful distributor, either. Shopping online becomes fashion trends. Professional website such as EBay, amaze, provide formal platforms to put goods. These are big advantages for Kinder Bueno, because there would be more room in the stores for them, increasing the chance of sales. Promotion The companys marketing strategy to take a positive, long-term with clients to establish and maintain good relations. The overall role of promotion is to boost product demand. Marketers also indirectly facilitate favorable connection by focusing information about company goods and activities on interest groups, hidden and current investors, societies in general, and regulatory agencies. For maximum benefit from sale efforts, marketers strive for correct planning, execution, and control of communications. When an organization mix specific methods to promote a special product, that combination establish the promotion mix for that product. The four possible factors of a promotion mix are personal selling, advertising, sales promotion and public relations. For some products, firms use all four ingredients, but for other products, maybe only two or three. For Method, the company uses the advertising to promote the products. Advertising is a non-personal communication about an institution and its products transmitted to a target customer through mass media such as radio, television, Internet, magazines, newspapers, direct mail, and signs on mass transit vehicles. Method businesses will be combined with other promotional activities for companies such as according to the magazines that are about family or healthy; to introduce the products for home clear or personal clear. Promotion is the best way to increase income and benefits and let customer know their brand.The promotion is essential to Kinder Bueno. They use promotion to let more costumers be aware of their product to get an advantage in competition between other companies which have similar product for their good quality. Therefore, Ferrero can gain profits from this product by increasing demand. There are lots of ways to promote. In generally, the company will reduce its price and make advertisement. The Ferrero Company uses promotional tools to publicize their product, such as advertising, TV, radio, online advertising, catalogues and in store advertisements. The Ferrero spends a large of money to publicize their products to customers in order to get a high awareness of new costumers and maintain the number of loyal customers. Product advertising promotes the exterior appearance, features, and benefits of products. These effective tools let the consumers realize their existence in the market. Thats the reason why Ferrero is the most popular chocolate maker in global market. Additional, in 2007, Kinder Bueno was aimed to the new market, the teenage market with a new advertise, the advert can make an impression in customers mind, so the advert is very important to a product. So the Kinder Bueno has a good impression in customers mind. The firm should develop new technology into producing new products with new style and higher quality and new tastes to take over more market share. To capture more market, the company should look for better locations for sales to improve the profit. And use the adoption of strategic alliances to the international marketing. SWOT Matrix 6 Marks Product: _ FerreroKinder Bueno_ Strengths Largest global confectionery supplier Long history Operate 30 countries and sell almost every country Brand is well known to people Kinder Bueno is one of the worlds most famous brand names Kinder Bueno is the most consumed chocolate in UK, Australia and India Maintain a stable growth New dynamic in advertising Kinder Bueno world Weaknesses Small range of products Too much fat Weak experience in world market Recall chocolate bars over salmonella fears Opportunities Exist to expand to new markets Grow of fast moving consumer goods (FMCG) market Introduction of more health-conscious products Taken over by Kraft expand market Threats Consumer health trends Rising raw material prices Rising labor wages Intense competitions ( mars, nestle) Low price of supermarket own brands After merger lose their reputation

Type Of Microprocessors For Desktop Computer Science Essay

Type Of Microprocessors For Desktop Computer Science Essay This reports body is divided into two main sections. One section will explain a different topic from another. In each section, there are introductions to the topic, explanation, conclusion, and FAQ (Frequently Asked Questions). Section one will explain about memory management in operating system, which is Windows 7 32-bit. There are 2 memories that will be covered in this section including their technology in management also, physical memory and virtual memory. Analysis about limitations of the technologies and solutions to overcome them are included. Section two will cover about the design and performances of microprocessors. There is a list, consisted of 5 major trends affecting the microprocessor performance. Besides that, microprocessors are explained further through the types of modern microprocessor, which are separated into the usage in desktop, laptop, or server. The differences in design and features between the desktops, laptops, servers, and embedded systems are included at the end of the section. Section 1 (One) : Operating System Memory Management Introduction Windows 7 is the latest release of operating system which is introduced by Microsoft in July of 2009 It was preceded by Windows XP and Windows Vista. The purpose of the development of Windows 7 is on personal computers, including desktops, laptops, and tablet PCs. Windows 7 has not so much difference from predecessor Windows Vista. Windows 7 adapts some features that Windows Vista already introduced before, but 7 was intended to be more focused on improvement compatibility with applications and hardware with which Vista already compatible. Microsoft also always tries to improve security in each generation of Windows operating system. Since the generation of Windows Vista, it actually works. Windows operating systems have become more secure and more susceptible from viruses, especially Windows 7. This report will cover about Windows 7 32-bits memory management. This report will also explain further about Windows 7s management of physical memory and virtual memory. Memory Management Memory management is planned organization of programs and data into the memory. The objectives of memory management are not only to easier for programs to find space to be loaded and executed, as simple as possible, but also to maximize the use to reduce memory waste. There are two kinds of memory management, physical memory management and virtual memory management. Physical memory, known as RAM (Random Access Memory), is a form of dynamic computer storage. RAM allows the computer to store data for quick retrieval and run multiple programs at once. This memory has capacities and types which vary and will depend on the computers motherboard. Virtual memory on the other hand, has the work to compensate the lack of RAM needed to run an application or an operation. Virtual memory combines the computers RAM and the temporary space on hard disk together. When RAM runs low, virtual memory will move data from RAM to a space called a paging file. Then it moves the data to and from the paging file to free up RAM. Physical Memory Management Physical memory  management is a memory management technique that uses RAM (Random Access Memory) as its resource to handle all of the processes in the computer. So, all the processes will be divided into smaller parts and they will be loaded into physical memory that later will be processed. System Paging In System Paging, the operating system or Windows will retrieve the data from secondary storage called as pages, and then Windows will use the paging file as a temporary storage for the memory dump. As the system reboots, Windows will copy the memory dump into a separate file, and then frees the space that was used before. Since Windows Vista onwards, Windows operating system had been improved a lot better in its physical memory management as in improvements for input-output speed and performance and more efficient and effective memory management. Windows 7 implements a technique related to physical memory management which is called Microsoft SuperFetch. Microsoft SuperFetch Microsoft SuperFetch is a technology that helps Windows to manage the amount of RAM (Random Access Memory) in the machine it runs on more efficiently. SuperFetch was introduced first in Windows Vista and still holds an important part in Windows 7s physical memory management. A less capable version, called PreFetcher, is included in Windows XP. SuperFetch tries to make sure often-accessed data can be read from the fast RAM instead of the slow hard drive. SuperFetch has two goals. The first is, it will decrease boot time as in SuperFetch will record which data and files need to be accessed at which times, and stores this data in a trace file. During consecutive boots, this information is used to make the loading of files become more efficient, resulting in shorter boot times. The Second goal is SuperFetch will make sure the applications that you use the most will be loaded more efficiently. SuperFetch will also adapt itself to your usage patterns and put it into account. SuperFetch does this by pre-loading your most often used applications in your main memory, based on not only usage patterns, but also on when  you use them. For example, if a user has the same routine every morning, he will run the Mozilla Firefox and browse the Facebook, SuperFetch will pre-load these into memory in the morning. And then comes the evening, the routine will be different, like he will run iTunes and plays his playlist, SuperFetch will adapt, and load those in memory instead during the evening. Analysis Microsoft SuperFetch can give memory manager a hand to divide an often used program into priorities. So it will become more responsive and of course save some time. Despite on its advantages, SuperFetch has some limitations. The limitation is that SuperFetch will spend the leftover free memory on a low-priority applications and processes. The effect will occur when the user tries to run a high resolution video or high performance game, the effects will slow down the computer because there are no more or very few free memories left. Solution Microsoft SuperFetch need to have some reserved memory for some applications that require a lot of memory in their processes. SuperFetch should allocate the free memory for the high performance processes also, without neglecting the existence of low priority processes in the free memory. It does not have to be balance exactly, but an equal allocation for processes is a must. Virtual Memory Management Virtual Memory Management is a memory management technique that is made of various hardware memory devices such as RAM modules and disk storage drives. Virtual memory is used to help physical memory to execute more processes because some pieces of processes are loaded to physical memory and other pieces will be loaded into virtual memory, so physical memory can handle more processes and will be in ready state at any particular time and also virtual memory can handle a process that may be larger than physical memory by loading some required pieces and then the rest pieces of processes will be loaded onto virtual memory. Demand paging Demand paging is one of the virtual memory management technique that load some part of the processes into virtual memory instead of load all part of the processes into physical and virtual memory and later the part of the process from virtual memory will be brought it into physical memory when its need the rest of parts of process. Operating System such as Windows is using demand paging as its virtual management technique but there are some problems in managing virtual memory in the demand paging at Windows XP and previous versions had and the solutions has been provided by Windows 7. Kernel address space Windows Kernel virtual address space is allocated into 2 sections, which are User address space and Kernel address space. Important resources in Kernel address space are adjusted according to the operational requirements. The sizes and locations of the resources are included as a management of virtual memory arranged by the operating system. Analysis In Windows XP and its previous versions, Kernel address space had been allocated statically into some fixed sizes and locations, so it will have some major problems in case that one or more of the resources oversized than its size allocation. The processes will not work well as usual in result. In Windows Vista and 7, the problems have been overcome by expanding the size and provide the size and location for the resources together. Nowadays, in Windows 7, Kernel address space shares the same space and is no longer divided into some sections. But it still have some limitations, the space is not dynamic enough to handle a very oversized resource. The same result of previous version of Windows still might be occurred. Solution Kernel virtual address space should be dynamic enough to overcome any possibilities. The user address space is a space that will not be unavailable each time, so it does not mean it cannot be available to handle some oversized-resources problem. The virtual memory space should be dynamic enough to let user address space to share a little space for the Kernel address space. Conclusion Windows 7 uses same techniques in memory management with previous versions of Windows which are System Paging in physical memory management and Demand Paging in virtual memory management. Microsoft develops a technology to help physical memory manager to work more efficient, which is called Microsoft SuperFetch. For the virtual memory manager itself, the allocations of the Kernel address space has been better since the introduction of Windows Vista and better in Windows 7 though it still has some limitations. FAQ What is Windows 7? Answer: is the latest release of Microsoft Windows for use as an operating system on personal computers, including home and business desktops, laptops, netbooks, and tablet PCs. What is the benefit of Microsoft SuperFetch? Answer: Microsoft SuperFetch can give memory manager a hand to divide an often used program into priorities. So it will become more responsive and of course save some time. How exactly the virtual memory works? Answer: Virtual memory is used to help physical memory to execute more processes because some pieces of processes are loaded to physical memory and it can handle a process that may be larger than physical memory by loading some required pieces and then the rest pieces of processes will be loaded onto virtual memory. Section 2 (Two) : Microprocessors Introduction Microprocessor is the main brain of a computer. Microprocessor is also known as the Central Processing Unit (CPU) that has main function to respond to and to generate arithmetical and logical operations.   The microprocessor is the heart of any normal computer, whether it is a  desktop machine, a laptop, or a server. Microprocessor is a complete computation engine that is fabricated on a single chip. The first microprocessor was the Intel 4004 which is introduced in 1971. The 4004 was not very powerful. But at that time it was quite an invention since everything was on one chip. Even though the 4004 powered one of the first portable electronic calculators, all it could do was to add and subtract. Nowadays, there have been a lot of improvements in modern microprocessors. This report will cover some areas such as major trends affecting microprocessor performance and design in recent years and differences between microprocessors design goals for laptops, servers, desktops and embedded systems. Microprocessor Performance Since microprocessor has an important main role in the entire computers work and performance, then it is also important to concern about the performance of the processor itself. As time goes by, performances of microprocessor have always been improved to be better in architecture, faster in speed, smaller in size, and lower in energy consumption. Microprocessor at this time is built and developed to meet those requirements. In purpose to meet those requirements, there are some measurements and factors that affect microprocessor performance. Some of the major trends affecting the microprocessors performance are: Clock speed Microprocessors job is to process tasks/instructions and executes them. How fast a microprocessor can do its job to complete a cycle of task from when its retrieved from its  memory, determines what actions the instruction requires, and carries out those actions matters because it measures the performance of the microprocessor itself. The clock speed is stated in megahertz (MHz) or gigahertz (GHz), and is a measure of how many instructions the processor can execute in one second. For example, a three Gigahertz (GHz) processor can operate at a rate of three billion cycles per second. The more cycles a processor can handle per second, the faster the clock can pump the current and the better the performance of the microprocessor. Number of Cores Number of cores will first determine whether it is a single-core microprocessor or multi-cores microprocessor. Multi-cores microprocessor is designed to have more than one core integrated to a single chip. Multi-cores microprocessor allows a complex instruction to be divided into some simple instructions to each of its cores, so that the instructions can be executed faster. Microprocessors such as Intel core i7 and AMD Phenom II X4 are examples of modern multi-core microprocessors. Instruction Set Architecture (ISA) Instruction set tells how to execute duties and works in the processor. Together with processor architecture will affect performance so it means the better instruction set and processor architecture the better performance of processor will get. Instruction Per Clock (IPC) IPC is the average number of  instructions executed for each clock cycle. IPC massively depends on the architectural design of the microprocessor and its number of transistors. A microprocessor with high clock speed is meaningless without IPC. It is pointless to have a fast-speed microprocessor if it can only execute four or five instructions. On-Board Cache Processors have resources to get their data from, which is the computers Random Access Memory (RAM). After the data is retrieved by the processor, it will copy and send it to a cache. The cache acts as a temporary information way station. Nowadays, the architecture of a microprocessor provides an on-board cache which is internal RAM that is built directly into the processor. Rather than requesting data from the RAM continuously, the CPU is allowed to access used data directly from its own on-board memory instead. This way, CPU can access and process data faster and more accurate. Its very effective for the applications that need high performance such as games, video player, etc. Type of Microprocessors for Desktop, Laptop, and Server Desktop Intel Core i5 (2nd Generation) Intel Core i5 (2nd Generation) is included in the family of Intel Core Processors. It is a newly-developed processor after being preceded by the first generation. Intel Core i5 (2nd Generation) was launched first at January 9th 2011 together with Intel Core i7 (2nd Generation) and are based on Sandy Bridge microarchitecture, unlike the first generation. This microprocessor has features such as, Intel Turbo Boost Technology 2.0, a later version which is better at accelerating performance than the first generations version 1.0; Intel HD Graphics 3000 that integrates high-performance graphics and media processing on the processor, putting the two components which is CPU processing and graphics on a single chip. Laptop Inter Core i5 Mobile (2nd Generation) Intel Core i5 Mobile (2nd Generation) does not have much differences from Intel Core i5 (2nd Generation) except it is designed for laptops so that there will be a difference in its design and architecture that will adapt with the power consumption and energy efficiency. This microprocessor also has the same features like the desktop version, for example Intel Turbo Boost Technology 2.0 and Intel HD Graphics 3000. Server Intel Xeon E7 Intel Xeon E7 is multi-core microprocessor that is targeted for non-customer, server and workstation markets. It has 10 cores processing that enables improved virtualization performance and increasing system utilization. This microprocessor is also based on the newly-developed Sandy Bridge microarchitecture which is up to 17% faster clock-for-clock compared to Nehalem microarchitecture processors of the previous generation. Differences between Microprocessor Design for Desktops, Laptops, Servers, and Embedded Systems Desktops Desktop computers can be said as normal media in computer usage. Desktops have advantages in their access to AC electricity as power source. So, theyre become beneficial to users who want to utilize the best performance of computer. That is why desktops microprocessors do not have to limit their clock speed and referring to the spaces that desktops have for cooling fans, heat problem will not become an issue. Desktops microprocessors are designed to improve the computers performance. So, they will consume more energy than laptops. But the size of them is still smaller than microprocessors that are designed for servers. Laptops Laptops are designed to be used on the go. The criteria are to be flexible so it can be brought anywhere, anytime. So, battery power is the main source of a laptops life. Other than that, overheating is also a main issue since laptops size that does not provide a large space for cooling fans. These criteria and issues become a consideration of why there must be a differentiation in laptops microprocessors. Laptops microprocessors are designed to minimize the power consumption, so that the battery life could last as long as possible. In purpose to overcome the heat problem, laptops processors usually have lower clock speed than the desktop version. As the clock speed is lower, the laptops processors may have a lower bus speed as well. Most of the modern mobile microprocessors have some components to the chips, such as wireless networking cards. Desktop microprocessors could have these as well, but the space requirements of a laptop make these integrated chips way much more popular in laptops. Servers Servers must be available and stable every time. Servers have an important role to store and load important data so everyone in the company can access the server every time. Server microprocessors are designed to overcome issues such as, stability, server uptime, and energy consumption. Servers are usually high-end computer since there are a lot of heavy tasks that needed to be completed. The size of the microprocessors is usually a bit larger than desktops and laptops, regarding to handle the tasks and the electricity consumption. That is also a cause of why server microprocessors will become more sensitive to the heat issue. Overheated- microprocessor will decrease servers performance, so there is another method to take care this issue, like putting the server computers in a room with air conditioners in it to maintain the heat issue. Embedded Systems Embedded systems are predefined systems that specifically can do one or more functions but they are limited based on the purposes. Embedded system cannot be changed by the end user because in case if that is changed, then the embedded system will not run appropriately. Examples of the embedded systems are such as, handphone, calculator, etc. Embedded system will need the microprocessor based on the functionality that it held, the more functions it held, a more powerful the processor that it will need. This happens because the microprocessor will run a lot of instructions from the user, and it will need a capable microprocessor which can do a lot of processes in a short time. The less function it held, there will be reasons to have such a standard microprocessor to save more energy and production cost. Conclusion Microprocessor has an important role as the main brain and operates the processes in computer. Without a microprocessor, a computer cannot do anything. That is why the performance of the microprocessor itself becomes the main priority for the user. There are some major trends affecting the microprocessor performance, which are clock speed, number of cores, instruction set architecture, instruction per clock, and on board cache. Though its main function is the same, computers type varies because of their purposes. So the type of microprocessors will vary also based on their purposes. Type of microprocessors will have a slight difference between one and another because of the design. There are each design for laptops, desktops, servers, and embedded systems. FAQ What is microprocessor? Answer: Microprocessor is the main brain of a computer. Microprocessor is also known as the Central Processing Unit (CPU) that has main function to respond to and to generate arithmetical and logical operations. Microprocessor is a complete computation engine that is fabricated on a single chip. Which are major factors that affecting microprocessors performance? Answer: a. Number of Cores b. Clock Speed c. Instruction Set Architecture d. Instruction per Clock e. On-Board Cache How different are microprocessors for desktops, laptops, and servers? Answer: Microprocessors are different in for what purpose the computers are used. Microprocessor for desktops will optimize the performance, for laptops will consider about energy saving and power consumption, and for servers will have more than 6 cores considering the quantities and weight of the processes. Appendices The picture above is a diagram that shows the division of Kernel address space