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Business Plan-Development of an online fitness service Essay
Field-tested strategy Development of an online wellness administration - Essay Example A greater level of their own commitment is put res...
Monday, January 27, 2020
Real Danger Men: Begin To Think Like Computers
Real Danger Men: Begin To Think Like Computers This quote by Sydney G. Harris has several connotations to it. In one view, it essentially shows that how we work, how we live and even the way we think is constrained by the tools that we use. Explaining it with a very simple example, as an adult in the world today, we do not have to write anything at all. We just type everything. So, there really is no call for proper handwriting. It is very similar to another famous quotation If you have a hammer, every problem looks like a nail. It narrows your thought. It narrows your skills and diminishes your imagination. The essential significance of this quote by Sydney G. Harris is that one should open up ones mind and realize the peril that we all face today, and not what we perceive to be the real threat. Today, the predilection is for us to think about how one day, machines and computers might be able to think like us, and the troubles that that might bring for the human race. Have we all not given a thorough thought to it after watching the Sci-fi Hollywood movies set in the 22nd century, where the true enemy of earth is the army of machines that men themselves once created? But people do not realize the real hazard that faces us today, which is that if we start thinking, behaving and acting like the machines do; it would be by far more disturbing than the former. Let us try and answer some very simple questions to understand what Mr. Harris is all apprehensive about. What is that inimitable human trait that we stand to lose and in the process become like machines? What is it that separates humans from computers? Is it our ability to think? Or is it our ability to comprehend and learn? As quoted by Edsger W. Dijkstra The question of whether computers can think is just like the question of whether submarines can swim. They do not do it on their own, but it solves the purpose. With the development of expert systems and advanced technologies, machines do now think by themselves and learn on their own. So, what is the fine line between humans and machines? May be it is our ability to feel, to imagine, to be intuitive and to have emotions. As Albert Einstein once said, Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to k now and understand. Let us look at the difference between this imagination, intuitiveness and facts, the knowledge accumulation. Blaise Pascal was one of the very famous physicist, mathematician and philosopher, who also invented the first digital computer to add or subtract up to eight digit numbers. One of his most famous works is called the Pensà ©es, explained the distinction between the spirit of geometry and the spirit of finesse, the difference between machines and humans. The key distinction between these two modes of according to Pascal is that while the spirit of geometry analyses observable facts into clearly definable elements and uses deductive reason to construct a system of knowledge and rules based on meticulous attestation, the spirit of finesse concerns ideas and perceptions which cannot be precisely defined or broken down into parts, and uses instinctive reason to make sense of the relevant phenomena as a whole. Furthermore, the spirit of finesse results in imperfect opinions about which intellectual people may from time to time argue. A computer thus, works as a spirit of geometry and humans as a mix of the spirit of geometry and the spirit finesse which gives them the ability to reason logically and also to have an intuitive mind, which has a suppleness of contemplation for things it loves. Such a brain is accustomed to adjudicate at a single glance and that too tacitly, without mechanical rules. For example, Einstein did not uniquely possess any piece of information that was not accessible to physicists of that era when he developed the theory of relativity. He merely deduced the same existing facts in a completely different manner, and then made testable prophecies on the basis of them. This explains another of the very famous quotes by Albert Einstein Laws are only reached by non-logical methods. To make a law one has to have an intellectual love of the subject. We may now deduce the apprehensions of Mr. Harris. While the mechanical thinking of computers implies that every predicament has a definite and clearly definable solution, still not all the human thinking can be equated with problem-solving. There are no set rules and theorems which can logically conclude many important questions that confront us in the human life What is religion?, Does God truly exist?, How should one choose a career path?, Am I truly in love? These questions do not have unambiguous solutions, but these queries are difficulties that require thoughtful illumination. [Richard Van de Lagermaat, 2002] The danger of losing our humanly thoughtful illumination is very evident in todays world. Apart from the example of using computers for writing, we can deduce from the classroom teachings, how we lay heavy importance on facts and information. Every school focuses on a truck load of information which is stormed into the young brains. We inculcate the substance of logic in our children at a tender age, thus, taking away the essentials that make them more human than anything else, the originality in thinking, in perceiving, in imagining all by them themselves. A quote from Charles Dickens novel, Third Times strengthens this school of thought: Facts alone are wanted in life, Plant nothing else, and root out everything else. You can only form the minds of reasoning animals upon Facts; nothing else will ever be of any service to them. It shows the direction that we are moving. But this is not the lone want from our life and our education. It is also a must to understand how to think intelligently on the basis of raw facts, make consequential connections between them, and come up with imaginative original ideas. The above discussions pose computers as an evil creation of humans. Does that mean that computers are truly an iniquity? Are they destroying the very nature of mankind? Evidently and quite rightly it is untrue. According to some researchers, programs such as clip art and Microsoft Word encourage creativity in children by making it possible for them to write and edit documents without getting encumbered with the mechanics of handwriting and spelling [Provenzo,1999]. The computer is thus, not evil unless it is used as an alternate to learn the fundamentals, such as writing, reading and basic mathematics. The time that we become dependent on computers and start using it as our numero uno resource of education, we lose the basics which build everything else. This is when we lose our creativity, originality and narrow our thinking to programmable machines. Thus, this quote expresses an extraordinary message, that even though technology is highly advantageous and it truly makes our life a lot easier for us, if used incongruously, it is also as devastating as it is obliging. For example, a car is surely is a faster and more comfortable way of commuting from one place to another, especially over long distances. And with time, it has only improved to better suit the needs and comfort of ours. However, while exploiting the luxury and ease, we tend to become so used to this comfort that we start neglecting the very nature of ours, walking, as and when possible. From the very first word to the last one in this quote, Sydney G. Harris is trying to differentiate between a humans lifestyle and a computers lifestyle. By saying that men will begin to think like computers, he indicates that our future is likely to be lazy because this is what the tool all of us use gives us. Computers are out hammers which drill all the nails by themselves. It give s us shortcuts for all the problems we feed it; it does things the easy way. The same implies to any other technology. Consider the following questions. Has Google made us lazy? Are Facebook friends our true friends? Are we more efficient when we are multi-tasking on our android and windows hand-held devices? We need true answers to all these questions. What we need is a real-time realization, a quick snap back to the time when we did not have all or any of this. That time, we used to read in libraries to find out about people, places and things and in this process used to learn more in the library than what we do through Google, just the overview. We used to be close to our dear friends and met them often, confided in them instead of dropping a virtual hippopotamus on them through Facebook. We used to be more focused. We used to have more time than we seem to have right now with all the technology and we thought multi-tasking was saving us all the energy and time in the world. We used to be healthier than we are. We used to go out and play under the sky on a green earthly carpet of grass instead of building virtual farms, cities and caring for pets that did not exist. We need a quick consciousness, to apprehend that we live inside a computer now. We have our own virtual lives and cities and events, all inside a computer. And between this entire clamour, we are forgetting how it felt to be real, to be human. Through this quote, Mr. Harris is trying to turn us around to face the real danger and make us understand that, in fact, we are losing our inherent humanness. He is trying to alarm us that if we humans continue on this path to think, act and behave like computers, the consequences will be far more severe. The author of the quote has surely achieved his ambition by saying this quote. John F. Kennedy once said Man is still the most extraordinary computer of all. The discussions surely suggest that we may not be far from the time when this quote becomes the unintended reality of the human race and we are all reduced from the most extraordinary creature to have walked the planet, to the most extraordinary computer to exist. To conclude, in this progressively more computer subjugated and fact-driven world, as the quotation by Sydney G. Harris suggests, the real danger is not that machines would start thinking like humans, but neither is it that humans will start thinking like machines. The biggest concern is that humans will stop thinking like humans do. We will lose the very innate nature that makes us humans. We face the hazard that people begin to think solely like computers and that we lay more value to technical proficiency than astuteness, and mathematical calculations than sound acumen. We live in virtual lives and in process forget the wonder of natural life we have been bestowed by the almighty. We are succumbing into our own trap, into our own creation. Hence, following the theory of Pascal, we must inculcate from childhood in our students, not merely the spirit of geometry, but more importantly, the more difficult and ever so obscure, the spirit of finesse.
Saturday, January 18, 2020
Marketing Communication McDonalds
McDonald's Corporation is the world's largest fast food chain, selling primarily hamburgers, chicken, french fries and carbonated drinks; and more recently salads, fruit and carrot sticks. The business was founded in 1940 with a restaurant opened by siblings Dick and Mac McDonald. It was their introduction of the ââ¬Å"Speedee Service Systemâ⬠in 1948 that established the principles of the fast-food restaurant. However, the company today dates its ââ¬Å"foundingâ⬠to the opening of CEO Ray Kroc's first franchised restaurant, the company's ninth, in 1955. He opened his first McDonald's in Des Plaines, Illinois in April 1955 (Wikipedia).McDonaldââ¬â¢s is one of the worldââ¬â¢s largest brand for a reason. They take marketing communications seriously. McDonaldââ¬â¢s spends billions of dollars with outside advertising and promotional agencies to communicate to its customers. According to Allison Perlik (2005), McDonaldââ¬â¢s relies highly on targeted advertising an d marketing communications and this is a central reason it is one of the worldââ¬â¢s best-known brands. San Francisco-based researcher Interbrand ranked it 7th among the 100 most powerful brands in the world last year. It values the McDonaldââ¬â¢s brand at $25 billion, up 1% (and up one notch in the ranking) from 2003 thanks to the chainââ¬â¢s sales rebound (Perlik, 2005).McDonaldââ¬â¢s has had its deepest impact as a marketer has been through the variety of its messages to consumers. Larry Lightââ¬â¢s (McDonaldââ¬â¢s Global Marketing Officer) term for the companyââ¬â¢s marketing strategy is ââ¬Å"brand journalismâ⬠which means telling different stories to several demographic groups through a variety of media, while ensuring that all those communications reinforce a single brand image. For decades, McDonaldââ¬â¢s has simultaneously addressed kids, teens,Marketing Communication McDonaldsà adults, moms, parents, grandparents, African Americans, Latinos, Asians and others with marketing meant to connect the brand with peopleââ¬â¢s lives (Perlik, 2005).The most recent campaign the fastfood giant deployed is i'm lovin' it. According to Wikepedia, this is an international branding campaign by primarily aimed at people aged 15-24. It was created by Heye & Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ich liebe es.The English part of the campaign was launched on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake in which the slogan appears used in many of the introductory spots. The campaign is proving to be successful as it is being popularly used around the globe.Another strategy the company has been carrying out is ââ¬Å"standardizatio nâ⬠. This means replicating its menu and look across the world. But the truth is that there always has been a restlessness at McDonaldââ¬â¢s, leading it to explore variations in both menu and building style. It started in the 1960s when Ray Kroc began installing outdoor seating in new units, transforming what had been a drive-in concept to a restaurant.Indoor seating, drive-thru windows, play areas for kids and other modifications followed. Limited-menu kiosks under such names as McSnack Spot, McTreat Spot and McStop have been tested with varying success. In the last 15 years, changes in consumer eating habits and in the restaurant industry have led McDonaldââ¬â¢s to test some radical departures from its standard design (Perlik, 2005).Marketing Communication McDonaldsThe span of McDonaldââ¬â¢s target market is very wide. As mentioned above, McDonaldââ¬â¢s reaches different age brackets through the use of ââ¬Å"brand journalismâ⬠. For instance, they had a tagli ne ââ¬Å"You need a Breakâ⬠. This is intended for adults who are busy working and are looking for a happy time, and McDonaldââ¬â¢s delivers that. There are a number of reasons why people love McDonaldââ¬â¢s and why they have served millions of burgers to millions of people. It could be that people still want their food fast and instantly, without sacrificing the taste, and at the same time, having fun. For the kids, they love the characters and definitely, the happy meal. This toy inside a meal is one of the most successful promotional strategies of McDonaldââ¬â¢s.Its competitors like Carl's Jr. and Burger King have directed advertising towards a different demographic ââ¬â young teenage and college-age men ââ¬â with trendy, often sexualised, imagery and messages that target men's supposed desire for large, meat-filled burgers and rich, satisfying food. In 2005, for example, Carl's Jr. debuted a controversial ad featuring a bikini-clad Paris Hilton writhing sen suously on an expensive Bentley luxury car while enjoying a large burger. The ad provoked outrage from a number of groups, but Carl's Jr. sales climbed impressively (Wikipedia).Others may try but no one beats McDonaldââ¬â¢s in being able to serve both kids and adults. The company, unlike Carlââ¬â¢s Jr. and Burger King, need not choose which specific market to serve. However, the culture of healthy eating is becoming a threat to fast food chains, even our giant McDonaldââ¬â¢s. All of a sudden the country has gone into ââ¬Ëhealthââ¬â¢ overdrive. The government published a White Paper calledà ââ¬Å"Choosing Healthâ⬠, that revealed their plans to invest money into better advertising campaigns promoting healthy eating in children. Unsurprisingly, Z-lists celebrities jumped on the band wagon and have either released a book or a workout video (Goldie, 2006). Goldie adds that as a result of this ongoing obesity debate, McDonald's and the fast-foodMarketing Communicati on McDonaldsà industry as a whole saw itself on the receiving end of negative publicity and suffered major criticism for providing unhealthy food. 2004 was the first year McDonald's announced a loss in profits, coinciding with the release of the film documentary ââ¬Å"Super Size Meâ⬠in July. The film follows the journey of Morgan Spurlock, who set out to discover the implications of eating nothing but Maccy D's for a whole month, following three rules: he could only eat what was available, no super-sizing unless offered, and he had to eat every item on the menu at least once.Although the healthy eating trend is posing a threat to McDonaldââ¬â¢s, Ronald and his friends are here to stay. I believe that McDonaldââ¬â¢s marketing communications spears through this trend and reaches the hearts and palettes of millions of kids and adults worldwide through their campaigns. McDonaldââ¬â¢s successfully gives us a reason every now and then why we should go there and bring our kids with us. It is not only food that people love in McDonaldââ¬â¢s but the culture, feeling, and happiness that it has seeded for the past 50 years in millions of kids and kids at heart.Bibliography:Perlik, A 2005, ââ¬ËRedefining McDonald'sââ¬â¢, Rimag.com, viewed 12 December 2006, < http://www.rimag.com/archives/2005/03a/design.asp>.Perlik, A 2005, ââ¬ËMcDonald's 50th: Marketingââ¬â¢, Rimag.com, viewed 12 December 2006, < http://www.rimag.com/archives/2005/03a/marketing.asp>.Goldie, C 2004, ââ¬ËMcDonalds, healthy eating, and the Happy Meal of the futureââ¬â¢, Public Sphere, 12 December 2006, .ââ¬ËMcDonaldsââ¬â¢, Wikipedia, 12 December 2006, .ââ¬ËIm lovin itââ¬â¢, Wikipedia, 12 December 2006,
Friday, January 10, 2020
Brain And Behavior
I believe that human emotion is determined by the ââ¬Å"hard wiringâ⬠of the brain. One good example is the criminal intent of particular individuals. It is actually interesting to know that anthropological research data shows that violence is an inherent conduct among the primate species (Walker, 2001). In society, criminal violence is a common occurrence and legislators have suggested that the behavior of criminals be analyzed in order to identify any psychological patterns that are consistent among these particular types of individuals.In the past few decades, neurobiologists have proposed that an individualââ¬â¢s condition, which encompasses empathy, morality and free will, is holistically influenced by the frequency of stimulation and assembly of the neurons of an individual. Such notion is contradictory to the concept of Cartesian dualism, which states that the brain and the mind are two independent entities that coordinate with each other.To date, the accumulation of research reports from the field of neuroscience is gradually affecting the concepts and effectivity of the justice system because of the shifting in the concept of human behavior and response to different stimuli. Neuroscience has influenced our current understanding of the multiple factors that govern violent behavior among criminals. The 19th century classic report of Phineas Gage regarding the anti-social behavior that emerged after massive damage of the prefrontal cortex of his brain from a railroad accident is now considered as the birth of the field of forensic neurology (Harlow, 1848).Today, computerized imaging of his fractured skull has shown that the autonomic and social nerve systems are the specific damages that were affected, thus resulting in a totally different individual. Such observation, together with research results gathered from war veterans, has led to the conclusion that violent criminal behavior is caused by injuries to the frontal lobe of the brain. It has t hen been proposed that injury to the prefrontal cortex of the brain causes a condition that has been coined as acquired sociopathy or pseudopsychopath (Blair and Cipolotti, 2000).It is interesting to know that there is an 11% reduction in the size of the grey matter of the prefrontal cortex among patients diagnosed with anti-social personality disorder (APD) (Raine et al. , 2000). A related observation has also been observed between intelligence and alterations in the grey matter of the prefrontal cortex. The temporal lobe of the brain has also been determined to influence an individualââ¬â¢s emotional response and aggression, wherein lesions in the amygdale of the temporal lobe result in an individualââ¬â¢s failure to recognize fear and sadness among the faces of other people (van Elst et al. , 2001).The connection between the decreased expression of the monoamine oxidase A enzyme and reactive violence has already been established (Caspi et al. , 2002). Monoamine oxidase A is responsible for the catabolism of monoamines such as serotonin (5-HT). The working hypothesis currently accepted is that the prefrontal-amygdala connection is altered, resulting in a dysfunctional aggressive and violent behavior, resulting in criminality in particular individuals. The self-control theory as proposed by Gottfredson and Hirschi (1990) couples an argument regarding the driving force behind criminality and the features of a criminal act.Gottfredson and Hirschi contend that crime is similar to other out of control and unlawful actions such as alcoholism and smoking because it generates in an individual a temporary yet immediate feeling of gratification. This kind of action is created by a condition that is characterized by low self-control. The authors claim that the condition of having poor self-control is an innate condition that is set in place during the early childhood at around 7 or 8 years of age. In relation to the mechanism behind criminality, the authors expla in that crime is a straightforward action to results in gratification in an individual.Such perception of crime is associated with a number of implications to the general theory of crime. Firstly, the general theory of crime presents that crime is an uncomplicated action that does not need any strategic preparation or intricate knowledge. Secondly, the general theory of crime is related to a number of elements that are included in the theory of routine activities because just like other uncontrolled acts, crimes are not planned and it is easy for individuals with low self-esteem to be easily motivated to commit such acts.In addition, criminality is strongly influenced by external factors such as the scarcity of easy targets as well as the presence of associates that are capable of helping or even performing a criminal act. The theory of crime by Gottfredson and Hirschi regarding the early age of 7 or 8 also entails that the longitudinal analysis of crime is not necessary and that ag e-correlated theories of crime are confusing. The general theory of crime of Gottfredson and Hirschi also considers the fundamental argument regarding age and the unlawful act.It is actually different from what is presented at general courses in criminology regarding the analysis of age-crime correlations and social factors that are related to crime. A distinction of the general theory of crime of Gottfredson and Hirschi is that the age-crime linkage is very different through time, location and culture that the age-crime correlation is irrelevant of any social explanation. Their general theory of crime also describes that criminals continue to perform unlawful acts of crime even during marriage and eventually end up as unmarried criminals.The same thing goes with offenders who are currently employedââ¬âthese individuals generally continue on as offenders and the only difference after some time is that they lose their jobs. The general theory of crime of Gottfredson and Hirschi t hus presents an argument against the connection of crime with marriage and employment thus showing that a criminal is incompetent in maintaining a relationship in a marriage or a commitment to work because he is commonly known as person of very low command of his control.Their presentation of the force behind criminality is thus focused on self-control and the authors point out that most investigations regarding criminality do not include this concept. References Blair RJ and Cipolotti L (2000): Impaired social response reversal. A case of ââ¬Ëacquired sociopathyââ¬â¢. Brain 123:1122ââ¬â1141. Caspi A, McClay J, Moffi tt TE, Mill J and Martin J (2002): Role of genotype in the cycle of violence in maltreated children. Science 297:851ââ¬â854. Gottfredson MR and Hirschi T (1990): A General Theory of Crime. In: Jacoby JE (ed. ): Classics of criminology, 3rd ed.Illinois: Waveland Press, Inc. Harlow J (1848): Passage of an iron bar through the head. Boston Med Surg J 13:389â â¬â393. Raine A, Lencz T, Bihrle S, LaCasse L and Colletti P (2000) Reduced prefrontal gray matter volume and reduced autonomic activity in antisocial personality disorder. Arch Gen Psychiatry 57:119ââ¬â127. van Elst LT, Trimble MR, Ebert D, van Elst LT (2001) Dual brain pathology in patients with affective aggressive episodes. Arch Gen Psychiatry 58:1187ââ¬â1188. Walker PL (2001): A bioarchaeological perspective on the history of violence. Annu Rev Anthropol 30: 573ââ¬â596.
Thursday, January 2, 2020
Human Resource Management and Hr - 1030 Words
The report below sets out the importance of the HR function, explains how HR activities support the organisationââ¬â¢s strategy and ways HR support line managers and their staff. The HR Function is in a position to add value by proper formulation and implementations of the following activities and in turn support the organisation strategy. Recruitment and Selection Recruiting the wrong people can lead to a drop in productivity, lack of commitment, low morale, and rapid staff turnover, all of which can impact heavily on the bottom line. The Chartered Institute for Personnel and Development (CIPD) puts the cost of recruiting the wrong person at 2.5 times their annual salary, taking into account factors such as wasted salary benefits,â⬠¦show more contentâ⬠¦HR would ensure all performance issues are addressed and in a timely manner. Having HR support line managers and their staff is very important in that it plays an important part in ensuring the company achieves success. Advice Conflict in the workplace is inevitable in this day and age where employees represent many different cultures and personalities in the workplace. When such conflicts arise line managers seek advice from HR. Line Manages generally feel more confident in dealing with these kinds of conflict when they have direct access to HR support. HR will advise on performance management of staff. Advise managers on any disciplinary and grievance issues. Help with advising on how issues can be resolved amicably. Support Having a Human Resource function means there is always support for line managers when they need it. HR is there to guide in all aspects of employee development. Likewise if any employee wishes to address any concerns that they felt they could not address to their line manager HR can help resolve and aid in building those relationships. Support for Line managers and other staff in any grievance and or disciplinary process. Develop Human Resources function has an important role to play in coaching and working with line managers to help them to better understand all available tools at their disposal to develop and retain talent. Develop effective relationships and build on them. Help LineShow MoreRelatedHuman Resource Management ( Hr )1550 Words à |à 7 PagesHuman Resource Management (HR) acts to serve a function which is aimed at maximizing the overall performance of a business and its employees in relation to the employer s set standards and strategic objectives. The primary focus of HR is concentrated upon the management of employees, and on the policies and systems within and outside the organisation. 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