The Council of Trent

The Council of Trent (Latin: Concilium Tridentinum) was the 15th-century Ecumenical Council of the Roman Catholic Church. It is considered to be one of the Church's most important[1] councils. It convened in Trent (then capital of the Prince-Bishopric of Trent, inside the Holy Roman Empire, now in modern Italy) between December 13, 1545, and December 4, 1563 in twenty-five sessions for three periods. Council fathers met for the first through eighth sessions in Trent (1545-1547), and for the ninth through eleventh sessions in Bologna (1547) during the pontificate of Pope Paul III. 2] Under Pope Julius III, the council met in Trent (1551-1552) for the twelfth through sixteenth sessions. Under Pope Pius IV the seventeenth through twenty-fifth sessions took place in Trent (1559-1563). The council issued condemnations on what it defined as Protestant heresies and defined Church teachings in the areas of Scripture and Tradition, Original Sin, Justification, Sacraments, the Eucharist in Hol y Mass and the veneration of saints. It issued numerous reform decrees. 3] By specifying Catholic doctrine on salvation, the sacraments, and the Biblical canon, the Council was answering Protestant disputes. [1] The Council entrusted to the Pope the implementation of its work; as a result, Pope Pius V issued in 1566 the Roman Catechism, in 1568 a revised Roman Breviary, and in 1570 a revised Roman Missal, thus initiating what since the twentieth century has been called the Tridentine Mass (from the city's Latin name Tridentum), and Pope Clement VIII issued in 1592 a revised edition of the Vulgate. 4] The Council of Trent, delayed and interrupted several times because of political or religious disagreements, was a major reform council and the most impressive embodiment of the ideals of the Counter-Reformation. [4] It would be over 300 years until the next Ecumenical Council. When announcing Vatican II, Pope John XXIII stated that the precepts of the Council of Trent continue to the m odern day, a position that was reaffirmed by Pope Paul VI. [5] The Council of Trent The Council of Trent was an ecumenical council convoked by the Church in 1545 and ran until 1563. It was convoked by Pope Paull III but continued by Popes Julius III and Pius IV. The purpose of the council was to address the grwonig threat presented by the rising Protestant movement which was rapidly spreading all over Europe, winning believers to their side and threatening the very existence of the Catohlic Church and faith.It was convoked when the Church realized that the Reformation was a serious threat as it involved several secular leaders whom Martin Luther had won over to his side and it was no longer a mere theological debate but had social and political implications at this point in time. In a way, the Council had somehow succeeded in getting the Church from its â€Å"medieval† image and bring it into the modern times which would be followed up by subsequenct councils, the First and Second Vatican Councils (McNally 36). The Council addressed the issues that spurred th e Protestants into action.One particular issue that the Council did address was the apparent corruption in the Church as an institution including the sale of indulgences which triggered Luther's â€Å"rebellion† (Mendham 317). The Council abolished several of these illegal practices and introduced or recommended disciplinary reforms providing a provision governing the conduct of the religious, particularly those belonging to monastic and mendicant orders where they â€Å"shall order their lives in accordance to what is prescribed by the rule which they have professed.† The result of this was it checked corruption in the Church and helped restore â€Å"back to basics† policies where the religious were reminded to uphold the vows of poverty, chastity and obedience that they took upon entering the orders after years of strife affected the Church leading it to be infiltrated and influenced by political figures which changed its direction and led to the near-loss of its credibility. In addition, it also led to further education of the clergy and the codfication of religious orders (Roman Catholic Church, Session 25; Fisher 402).But this was the only â€Å"correction† the Church made. The rest were reaffirmations of other church traditions that hardly changed at all. These were considered part of Church traditions which Protestants opposed, believing that they were â€Å"invented† by Catholics as Protestants subscribed to â€Å"sol scriptura,† relying on the Bible as their source of â€Å"tradition. † Among them were the sacraments where Protestants found most of them â€Å"unecessary† yet the Church upheld it.They clarified the issue on the saints and the Blessed Virgin Mary by stating that they are only to be â€Å"venerated,† not â€Å"worshipped,† something Protestants accused Catholics, charging that this was bordering on idolatry or paganism, as well as stressing the necessity of good works to go with one's faith rather than relying on faith alone. They made use of the Bible in defending the practice of the sacraments, stating they were not inventions and were stated in Scripture though implicit (Madrid 111).Another issue that was upheld was the infalliability of the Pope. Notwithstanding the scandals that undermined the image of the papacy, the Council upheld the Pope's place as the Vicar of Christ and the head of all Christendom. It can be inferred here that there was still the need of a leader who could transcend spiritual and secular realms, especially during this time when Reformation brought more upheavals and instability (Luebke 45, Madrid 44-53).As an epliogue, this was addressed once again in the Second Vatican Council in 1963 and the infallibility issue was resolved once and for all here. In conclusion, the Council of Trent cannot be entirely credited in ensuring the survival and continued existence of the Catholic faith but was rather part of the Counter-Ref ormation that had somewhat checked the spread of Protestantism.It was able to uphold and defend the traditions the Church regard as part of professing one's faith, thereby throwing back the accusations Protestants hurled at it for being on the wrong side of faith. As a parting shot, Catholic apologists in the Council of Trent and beyond, have riposted Protestant arguments by stating (ironically) that there existence was because of the Church and had there been no Church, they never would have existed at all. Works Cited Fisher, George P.The Reformation. Bibliobazaar, 2009. Madrid, Patrick. Where Is That in Tradition? Huntington, Indiana: Our Sunday Visitor Publishing, 2002. McNally, Robert E. , SJ. â€Å"The Council of Trent, The Spiritual Exercises and Catholic Reform. † Church History 34. 1 (1965): 36-49. Medham, Joseph. Memoirs of the Council of Trent. London: James Duncan, 1834. Roman Catholic Church. The Council of Trent. 1545. Hanover College. 14 Aug. 2010 .

Emo Subculture

The Sensitive Subculture A skinny white boy dressed with long black hair, a tight-fitting vintage t-shirt, a pair of torn black skinny jeans and checkerboard converse sneakers walks on stage, strums his skull-covered guitar and sings. Emo is a subculture that heavily relies on emotion, mostly sadness and depression, and takes the emotions to an extreme; emo is short for emotional hardcore. The people in the emo subculture focus on emotion because they do not want to conform to the laid-back popular culture.They express their emotion through a unique music genre, fashion, and a melodramatic attitude in order to distance themselves from the common pop culture. The emo subculture originated from a style of music that mainly focuses on expressing man’s emotions through lyrics about love, anger, and hurt. The music genre conveys women as sexual muses, victimizing the man. While the music of the pop culture welcomes and encourages women sexuality, emo music has made women the origin of emotional pain for men, depicting them as â€Å"heartbreakers. † The music also creates messages about emos feeling isolated.For instance, the image of the album cover for the emo band, silverstein, shows a boy with long hair, wearing tight jeans, sitting alone, and weeping. In their album, Silverstein sings about, love, anger, hurt, and isolation, so the album cover reflects what the music in the album is about. Along with love, anger and hurt, emo music also sings about violence. Blood, kill, dead, hate, and pain are some common lyrics that are used in emo music and are usually directly related to women. The lyrics suggest that women cause pain for men; however, in the common pop culture, men are the ones who are inflicting pain on women.The emo subculture breaks away from this by reversing it. This rebellion is expressed through the emotional music and lyrics of the emo subculture. Along with music, the emo subculture expresses their emotion through a unique recessive fashion. The typical emo fashion consists of skinny jeans, tight t-shirts, zip-up hooded jackets, studded belts, converse or skate shoes, black nail polish, eye liner on both genders, and the notorious emo hairstyle. The typical hairstyle is comprised of long, straightened, black bangs brushed to one side of the face covering one or both eyes.In the second image, the boy’s thick black hair is covering both of his eyes completely. The way his hair covers his eyes, shared with the black shirt signifies how he wants to be secluded, and concealed in the dark. He does not want to see others and does not want others to see him. While the dress of pop culture is very brand driven, baggier, and represents how the culture is open, the slim fitted clothing the emos wear shows how they keep to themselves, focus on themselves, and worry about themselves in order to remain distant from the mainstream fashion.One cannot identify someone as being in a subculture just because of his or her f ashion or musical tastes; the attitude of a person must also be considered. The attitude of the emo subculture can be described as shy, quiet, sensitive, glum, mysterious, self-pitying, and introverted. A typical emo teenager in high school usually sits alone in the corner of the class, keeps to himself, and almost always looks depressed; If he is found with other people, it will usually be with other emos. The subculture has a unique attitude towards life as well.Emos feel that no one accepts them, so they outcast themselves, and view the world around them in a more emotional way. For example, if a common teenager was rejected by a group of people playing basketball because there was already even teams, he would pay casually accept it, and go on with his day. But, if an emo teenager was rejected, he would he would take it personally by assuming it was because they do not socially accept him. Emos tend to over exaggerate the emotions that one might usually feel.They express these em otions through the attitude they have towards life and everyday experiences in order to break away from the pop culture. The emo subculture uses intense emotion to rebel against the common pop culture by over exaggerating the simple emotions one feels in everyday life, showing how they want to be recluse by the way they dress, and singing lyrics of strong emotion. On the stage, the vocalist cries as he sings lyrics of how the woman he loved has left him feeling heartbroken and isolated. Emo Subculture The Emo subculture consists of two distinct groups. The Emo Subculture The term â€Å"Emo† that is now applied to individuals originated as short hand for â€Å"Emotional music† Traditional Emo Sub-Culture This â€Å"emotional music† draws from a broad range of contemporary genres linked with the common consistent themes of emotionally vivid views often associated with adolescence. For many youths of the mid-80s this music functioned as a safe-haven for emotional expression.Over time a subculture was formed around this mutual appreciation and in turn became a safe-haven where youths could freely express themselves while facilitating social interactions and identity formation for these introspective people. From this sprang the Emo subculture that rejected the mainstream in favor of independent performances. Additionally this culture allowed individuals to express their societal views with like minded people, creating the activist stance they are known for today.A s the popularity of the Emo movement grew it became much more accessible to the mainstream industry. Modern Emo Subculture As a result a re-invention of the music and culture was spawned and became the Modern Emo Subculture. While sharing many traits with the traditional Emo this new subculture embraced the mainstream direction of the Emo-music. In time the modern Emo would drift further from it's origins and the previously extreme individualism and non-conformist outlook was replaced with the familiar features of a Trend.This change in outlook paved the way for the signature style Emos are known for today as fans of popular Emo bands began to emulate their idols in both dress and style. The modern day Emo has ironically become heavily influenced by mainstream media and popular figures Emo Influences The Seven P's Marketing to Emos The product we are offering is a clothing range suited to the Emo culture.Product Our product will be differentiated from our competitors in a variety of ways. Our primary method of differentiation will be through the careful establishment of specific product affiliation to key Emo cultural figures and rallying points. We have targeted our approach in this manner to make efficient use of the insular nature of this subculture, making endorsements and sponsorships significantly more effective then those of more traditional consumer bases.The products we offer will also be recognised and differentiated by design. Our products will incorporate patches and logos with popular political, socio-economic and human interest messages much in the same way that many other clothing lines promote bands and groups. It is our belief that the Emo subculture will respond well to the clothing styles with which they are familiar, coupled with the opportunity to express their beliefs and individualism.The price management of the product will be integral to the success of this project Price Entering the Market Place We plan to enter the market in a less t raditional manner in order to take advantage of The Emo's specific traits In the initial stages of our entry to the market we will be undertaking projects to distribute our products at Indie rock music festivals. In particular targeting specific â€Å"up and coming† independent bands and groups Through this we believe we will be able to achieve some portion of the fans devotion to these groups securing customer loyalty while simultaneously achieving our primary goal of brand affiliation.In tandem with this approach we will be selling our products in our own online stores Only after completing our initial placement will our products be offered in retail stores We make this decision with the belief that this approach will generate a sense of exclusivity and hype within the Emo subculture to appeal to the individual nature of our consumer base We are confident that this can be facilitated through the use of social networking sites, in which the Emo subculture is highly active.Pr omotion is one of the cornerstones of our product implementation plan Promotion In addition to this our clothing range will not be separated into the traditional men's and women's categories. Instead we will offer a single androgynous clothing line to match the style and needs of our consumer base. To further facilitate the individuality of the Emo subculture our online stores will allow customers semi-custom design of their purchase through a set selection of logos and logo locations.Allowing customers to choose which message is displayed on what part of their clothing. E. g. A customer may choose to display a pro-vegan logo on the left shoulder or the right breast pocket. We shall be undertaking a number of promotional activities in order to achieve our brand recognition and product affiliation goals. As mentioned in previous sections it is our primary goal to affiliate our products with popular Emo bands and figures, such as Avenged Sevenfold and My Chemical Romance, as well as w ith key concepts and issues important to the Emo subculture.We can achieve this through advertisement at popular concerts either including the acts directly or through banners and posters Additionally we will be hosting giveaway events at concerts with free t-shirts, jackets and other clothing in order to further promote our brand image within the Emo subculture It is also our intention to host sales stalls at charity events with partial proceeds of these sales being donated to the charity in question.Many charity events are popular within the Emo subculture and this is an important opportunity for our corporation to further its image of sharing the same fundamental values as our consumer base. Of course we will also be implementing advertisement activities though social media such as Facebook and Blogging sites. The Emo culture has an active presence on these sites and it represents a cost effective process of engaging our target market.In our dealings with a characteristically exp ressive consumer base it is important to ensure enjoyable interactions People By distributing our products through popular Emo retail stores such as we will be ensuring that the staff will be able to relate to the customer This is important within the Emo culture as fashion is treated as a social statement As we will also be selling our products at concerts, music festivals and charity events, it is imperative we employ staff that can understand and relate to the Emo culture.This has the added benefit of requiring less training for these low level retail positions It is important to make the purchasing process an enjoyable experience Process This is especially true when dealing with such a close-knit and outspoken community. With such specialist products word of mouth could make or break.In order to achieve this we will be focusing on our employees being capable of rapport with the customer and individual opinion on choices as well as the implementation of our online customisation o ptions Emos are characterised as creative and expressive, it is our belief that these customisation options and the ability to discuss their choices with like minded individuals will greatly enhance their experience.Depending upon the success of the customisation function we may implement a custom order system for the independent retailers Physical Evidence Cost plus pricing strategy will be used to target segment with high disposable income Through analysis of the physical evidence we will be able to determine the suitability of our product range Joey Keifouz Ronald Mills Peter Whitehead The Emo Tribe Factors which increase subculture influence Emos and the Macro-environment Demographic environment †¢Increasing diversity: the population in Australia s becoming more ethnically diverse, which increases international exposure through personal relationships. Economic environment †¢Increases in consumer spending: Gross Domestic Product (GDP) grew by 2. 5% over the previous yea r, which translates to an increase in total spending of the same amount. Natural environment †¢Environmental sustainability: Our product will be developed using environmentally sustainable resources.Technological environment †¢Manufacturing innovation: technology is constantly increasing manufacturing capabilities and reducing production costs †¢Social media: The advent of social media has increased advertising exposure for many subcultures including Emo. Political and social environment †¢Increased ethical and social responsibility: product designs are politically influenced and promote messages of responsibility.Factors which decrease subculture influence Emos and the Macro-environment Cultural environment †¢View of nature: the increasing amount of the population which believes in natural responsibility will increase the popularity of our product range. Demographic environment †¢Changing age structure: the average age of the Australian population is s lowly increasing. The Emo subculture is traditionally comprised of older teens and young adults. This will decrease the available market. Demographic environment (cont. ) †¢Geographical population shifts: populations are moving away from capital cities.This not only decreases exposure to Emo subculture, but also decreases advertising effectiveness. Demographic environment (cont. ) †¢More professional population: The rise of professionalism is likely to reduce the popularity of Emo subculture. Economic environment †¢Changes in consumer spending patterns: retail sales have decreased for 2012, eg. From June sales have dropped by 0. 8% Natural environment †¢Environmental disasters: There is always possibilities of natural disasters such as fire and flood which could damage manufacturing capabilities.Political and social environment †¢Changes in legislation: increasing legal restrictions may influence our products. Eg, legislation which bans public political stat ements would cause a sharp decrease in sales. Sales data will be collected from retail and online stores Analysis also reveals success rate of marketing strategies towards Emo segment Online â€Å"secret shopper† to obtain consumer perspective on our product range As a subculture based upon a musical genre the â€Å"non-conformist† Emo may indeed be more heavily influenced then thers Influences upon the Modern Day Emo are not limited to that of high profile bands and celebrities In today's society the Emo is easily recognised by their dark fitted clothing, distinctive hairstyles and overall androgynous approach to fashion. Due to the interconnection of the subculture Emos receive significant influence from their peers resulting in partial feedback causing core issues to self maintain within the society Of this group of peers some Emos have themselves achieved semi-celebrity status as bloggers and rallying points for the Emo subculture

Outline of Chinese Americans and Mexican Americans Assignment

Outline of Chinese Americans and Mexican Americans - Assignment Example A second wave of immigrants came during World War II in order to supply construction, farm and domestic labor under the â€Å"Bracero Program†. During the last quarter of the 20th century there was large scale immigration both legal and illegal from Mexico to the US due to Mexico’s severe economic problems. The first large scale Chinese immigration to America was in 1848 when the California Gold Rush led many to believe they could find their fortune and escape economic hardship especially in Canton province because of British dominance( Le 2012) They also came to Hawaii as contract workers in sugar plantations, and to continental US as merchants, gardeners, domestics, laundry workers, farmers and starting in 1865 as railroad workers. Public Policies In 1848 the Treaty of Guadalupe Hidalgo guaranteed Mexican Americans all the rights of citizens of the United States including free enjoyment of their liberty and property. However despite these promised protections they wer e largely dispossessed of their land by an Anglo run legal system that administered land holdings Kutty 2008) This caused a severe reduction in their economic status into the 20th century. In addition to this economic discrimination, Mexican Americans also suffered racial and legal prejudice with civic segregation similar to the blacks in various areas until the 1950s and 1970s. Even the US Congress expressed the view that Mexicans were racially inferior. During the Great Depression, because of welfare burdens the federal government pursued a policy of forced repatriation of Mexican Americans to Mexico. The public policies affecting Chinese Americans were the Naturalization Act of 1870 restricting all immigration into the US to white persons and persons of African descent and the Chinese Exclusion Act of 1882 ( thinkquest). The former act made Chinese ineligible for citizenship until 1943 and was the first significant bar on free immigration in America’s history. The latter a ct was to prevent an excess of cheap labor Ways Policies Affected Immigration Success Not only were Mexicans deprived of their property after the Guadalupe Hidalgo Treaty, but had to pay discriminating taxes as well( Kutty Policy) For example in California they were subject to the Foreign Miners License Tax which was enforced only against the non Europeans. This policy was a success in its’ unstated goal of forcing 2/3 of the Mexican miners to return home. Also the wealth of Mexican Americans in New Mexico was depleted by usury laws at excessive rates when Mexicans tried to buy back the land and in Texas violent sabotage of their business interests prevailed. Segregation into inferior housing, education, employment and civic services has contributed to stereotyping by white society. The repatriation policies during the Great Depression forced about 1/3 of Mexican Americans to leave the US mostly because of violence, harassment and diminished opportunities. The Naturalization Act of 1870 arose out of resentment against the frugal, hard working, low waged Chinese Americans

Marketing Management Essay Example | Topics and Well Written Essays - 1250 words - 1

Marketing Management - Essay Example Main line of Marriott Marriott International Inc. operates and franchises hotels and lodging facilities worldwide (Marriott-a, 2010). Mr. Marriott has built a culture which is highly regarded and the company recognizes the value that they bring on to the organization. At present around 300,000 people are serving guests under the brand name Marriott and franchised properties throughout the world. Mr. Marriott shifted the company’s business model from hotel ownership to franchising and property management. This allowed the company to accelerate growth and broaden his leadership. This brought up the Marriott International, a hotel management and a franchising company. The company is a leading lodging company with around 3,000 lodging properties in USA and 67 other countries (Marriott, 2011). Marriott International has almost 2300 franchised hotels. The company has won many awards with relation to franchise because of the contribution made to the International Franchise Associatio n. Some of the awards include, 2006 Ronald E. Harrison Award by the IFA, Entrepreneurs of the year in 1984 to name a few (IFA, 2010). Presence of Marriott International JW Marriott Mexico City, Mexico: Marriott International has presence in Mexico with its 5-star hotel offering luxurious and modern accommodation for leisure as well as business travelers. It is located in Polanco district which has a historical importance (Marriott International Inc-b, 2011). Marriott India: In India, Marriott provides state-of-the-art meeting facilities, recreation facilities and personalized getaways in thirteen different cities (Marriott International Inc-c, 2011). China Hotel, a 5-Star Marriott Hotel: Marriott has presence in Guangzhou city of China from which it is connected to Export-Import Fair complex, airport and stations (Marriott International Inc-d, 2011). Marriott Argentina: Marriott International started its operations in Buenos Aires as Marriott Plaza hotel in 1909 and has hosted a num ber of high profile people such as Charles de Gaulle, Theodore Roosevelt, Indira Gandhi etc (Marriott International Inc-e, 2011). Marketing mix Marketing mix is a unique blend of product, price, promotions, offerings and distribution which are designed to meet the needs and demands of the consumers (McDaniel & Gates, 1998, p.3). As the demand of the market changes, the marketing mix also needs to be revised. The company should follow to have a right product at the right price, in the right place and at the right time. In addition to four Ps there is other three other secondary components which is concerned with the service industry. Thus as the project is based upon service industry, therefore the marketing mix would deal with 7 Ps. They are Product Price Place Promotion People Physical evidence and Process (Stone, 2001, p.54). Product The core product of Marriott is the hotel rooms that they provide to its customers. The company has different kinds of brands such as Marriott hotels and resorts, Renaissance hotels, JW Marriott hotels and reports, Autographs collection to name a few (Marriott, 2011). The reason which made Marriott a strong brand is because the company has one concept but they make the concept work differently for different people thus, attracting huge amount of customers. Place Marriott has been operating in many countries in about 68 countries and territories. Countries include USA,

History of Mathematics High School Essay Example | Topics and Well Written Essays - 500 words

History of Mathematics High School - Essay Example The rods are placed in columns with the rightmost column representing the units, the next column representing the tens, then the nest representing the hundreds, and so on. Red rods represent the positive numbers while black rods represent the negative numbers. For example, the number 25 will have a representation using the rods where 5 will be placed in the rightmost column and 2 will be placed in the next column. An empty column represents zero (Chinese Rod Numerals (Counting Rods)). The rods were carried in a pouch and placed on a counting board which had compartments corresponding to the ones, tens, hundreds place and so on. Each compartment was split into two parts. The right part is for the heng (1 to 9) rods and the left part was for the tsangs (10 to 90) rods. Whole numbers are represented by combining these two types of rods. After the rods were placed in their rightful compartments, they were then manipulated by repositioning and reforming them as required by the arithmetic operation. The first evidence of the existence of zero is from the Sumerian culture in Mesopotomia some 5,000 years ago (Wallin). This was in the form of cuneiform symbol for numbers where a slanted double wedge between two cuneiform symbols indicates an absence of a number or zero. Over time it became a positional notation form in the Babylonian Empire.

Schopenhauer's will Essay Example | Topics and Well Written Essays - 2000 words

Schopenhauer's will - Essay Example The World as Representation or Idea: Platonic Idea - only adequate objectification of the will. It is the object of art and hence knowable as an object of perception. The platonic idea is an independent idea and independent of the principle of sufficient reason. Idealism is a theory of the ultimate reality. Knowledge may either be intuitive or abstract. Intuitive knowledge is derived from primary idea; abstract knowledge from secondary idea. We may know ourselves as willing, but we cannot know ourselves as knowing. A knowing subject cannot become a known subject. The act of willing arises from a need or desire for something and is therefore a manifestation of deprivation or suffering. The fulfillment of a wish terminates the act of willing. The gratification of a desire or wish is a negative condition. It provides only temporary deliverance from the need of suffering. The will cannot be guided by the intellect but the intellect can be guided by the will. The freedom of the will is negative. It is only a denial of necessity. The will wants everything for itself. Egoism concentrates the self interest of each one. Voluntary renunciation of egoism is achieved by a denial of the will to live. Justice is achieved when the affirmation of the will to live by one individual does not conflict with the will to live of another individual. Conscience constitutes our self-knowledge of how our action may manifest the reality of the will. Virtue may proceed from the intuitive knowledge. Denial of the will is seen in asceticism. Suicide is not a denial of the will to live because it is not a rejection of personal well-being. The will is free to deny itself or suspend. The denial of the will does not produce nothingness which is a negative of being....Known and unknown forces act to form sensations. In our mental state we encounter some thing phenomenal-that is our will. The will inner side is for immediate consciousness or willing and the outer for intelligence or bodily motion. The will is beyond the realm of space, time and causality. It is a blind incessant impulse independent of our perception-an inner consciousness of our own existence, our feelings and desires. It is a reality. According to Schopenhauer, reason is the faculty of producing or comparing concepts, understanding is the faculty for comparing perception. Concepts maybe thought of but not perceived. The effects of concepts are language, action and science. Platonic Idea - only adequate objectification of the will. It is the object of art and hence knowable as an object of perception. The platonic idea is an independent idea and independent of the principle of sufficient reason. Suicide is not a denial of the will to live because it is not a rejection of personal well-being. The will is free to deny itself or suspend. The denial of the will does not produce nothingness which is a negative of being. Ethical conduct is negative and requires a denial of the will to live. Concern for others is contrary to self-interest. Schopenhauer's views are pessimistic. His pessimistic pervades almost all areas of his work.

Listening power Essay Example | Topics and Well Written Essays - 500 words

Listening power - Essay Example The technique to manage your boss to agree with you is through finding weak spots in him. If you listen carefully, your boss might give you ways into his weaker side through what he says and you could use them to your advantage. For example, if your boss tells you something like â€Å"I am just 2 years away from a great retirement plan. I don’t want to deal with stupid people like you†, then you must focus more on his retirement and less on you being referred to as a stupid person. Let us now move on and outline the basic steps you must take to get your boss to agree with you. First comes the listening part. You must listen carefully and find out what exactly it is that your boss wants. Every boss is different. Some bosses want to feel the power in their hands, some want security, and some are only concerned with the money. Therefore, you must listen and analyze your boss and find out what his basic requirements are. After that, you must deal with him accordingly based on what he wants. For instance, if he’s looking for power, ask him to give you a chance to do things your own way, and that if you failed, you would be ready to do whatever he wants. Similarly, if your boss appears to be insecure, you could try talking to him like a colleague rather than a subordinate and ask him about his family and interests. This would cause him to be more open to you and would develop a bond of trust and understanding between the two of you. It is important to note that arguing does not lead to any good. Whatever insight to your boss you get from listening and communicating with him, you must ensure that your tone is not that of an argument when you try to convince him. Instead, you should devise a well thought out plan of action for your discussion with him and ask him questions to get to the root of his requirements. Even after all the listening and planning, however, you might not be able to reach a

Advantages Of Various Types Of Economic Systems Assignment

Advantages Of Various Types Of Economic Systems - Assignment Example The economic system decides the amount and the mechanism of the resource allocation. The factors of production, the organizations, and the market forces comprise the economic system that interacts with each other with an aim to resolve the economic problems (Anderton, 2009, p. 30). This economic system is of various types depending on the impact of market forces on the system. A free economy is one in which the market forces are solely responsible for the determination of the price and quantity and the resources are allocated automatically without any kind of government intervention. On the other hand, in the case of the mixed economy, the market mechanism is allowed to operate but to a limited extent. In a mixed economy, there is the coexistence of the public and private enterprises in the economy. It has been argued by many scholars that the free market economy operates on a higher level of efficiency compared to the mixed economies. Analysis of the Statement In order to understand the level of efficiency of these two types of the economy it is essential to analyze the characteristics of these economies. A free market economy is characterized by the private ownership of the means of production. The government’s role is limited to the regulatory and legal aspects of ensuring the rights of the people. The people who are existent in the economy have the right to operate in the market and buy and sell goods and services at the price and quantities that are determined by the market mechanism. The government may have regulation in form of quotas or tariffs that does not hamper the free market environment in such economies (Samuelson and ? Nordhaus, 2010, p. 31). The market structure that is existent in such economies is based on the competitive framework. The decision making of the allocation of resources id decentralized because of each individual and decide how much to buy or sell in the market depending on the efficiency level.  

Chapter 5 Essay Example | Topics and Well Written Essays - 250 words

Chapter 5 - Essay Example 1. Why do some employers ban tattoos while others don’t mind them? Employers have different stance or position with regards to employees donning tattoos because some corporate environment require stakeholders to maintain a level of professionalism, which is instrumental in projecting a level of quality in their corporate image on a more traditional sphere. 2. Is it fair for employers to reject applicants who have tattoos? Based on the foregoing, one firmly believes that it is actually fair for employers to reject applicants who have tattoos, especially when these applicants would be future employees who are expected to project the same image of professionalism that the organization aims to adhere to and embody in their transactions. Is it fair to require employees, if hired, to conceal their tattoos? Actually, one believes that at the onset, a corporate philosophy of being true to the applicants in terms of signifying policies regarding tattoos should immediately be relayed. Therefore, if the organization condones tattoos and prefers employees without them, then they should be honest enough to state this requirement to the applicants to avoid conflicts in the future. 3. Should it be illegal to allow tattoos to be a factor at all in the hiring process. Personally, as disclosed in the case facts, tattoos are actually a person’s choice according to preferences and what was aimed to represent by donning them. As such, since these are matters of choices and preferences, organizations have also the prerogative to determine the hiring criteria which would place potential applicants for the right positions. If tattoos are seen as not in any way detrimental to the organization’s operations and to the corporate image being projected, then, the organization has the prerogative not specify restrictions in their hiring policies. It is therefore deemed not

Response to The Omnivore's Dilemma Essay Example | Topics and Well Written Essays - 1000 words

Response to The Omnivore's Dilemma - Essay Example Because of these extensive choices, dilemmas are arising in the human’s minds regarding how food items are produced, whether naturally or artificially, whether unethical practices are followed, in total dilemma of what food to eat. â€Å"When you can eat just about anything nature has to offer, deciding what you should eat will inevitably stir anxiety† (Pollan 3). So, the main intent of the author, Michael Pollan is to provide the readers with an overview of the production process of various food choices, so the readers can select the apt foods, they want to consume. To learn for himself, and also to inform the readers about the production processes and thereby about food choices, Pollan follows the food chains of the three major food categories, which provide us the food– industrial food, organic food, and foraging food. That is, he examines the food chains of these three food categories from the initial till it reaches the humans stage (factory production and s upermarkets in the case of Industrial food, agricultural farms, small scale producers and vendors in the case of organic food and finally hunting expedition in case of foraging). â€Å"To this end, he embarks on four separate eating adventures, each of which starts at the very beginning — in the soil from which the raw materials of his dinners will emerge — and ends with a cooked, finished meal.† (Kamp 2006). The other main intent of Pollan is bring into focus how corn plant has came to dominate majority of the food choices in the American diet, and so allocates sizable portion of the book (close to 7 chapters) discussing about it. Although, corn is a benign plant, which is grown in large numbers throughout America and consumed directly in minimal quantities, it is actively used in the production of various food items, food additives, preservatives, etc. That is, after corn is produced, it is milled or refined or recompounded, and then it could â€Å"become any number of things, from ethanol for the gas tank to dozens of edible, if not nutritious, products, like the thickener in a milkshake, the hydrogenated oil in margarine, the modified cornstarch,†¦the ubiquitous sweetener known as high-fructose corn syrup (HFCS).† (Kamp 2006). With such extensive ‘applications’, Corn plant production is crucial to the survival and functioning of the various food industries. Because of which, the industrial food industry is implementing various dubious and unethical production practices to produce corn in a large scale manner. With heightened production, the corn has become cheap and plentiful, with Pollan even stating that it has become a â€Å"remarkably inexpensive industrial raw material.† (Kamp 2006). As a result, Pollan argues, food is much cheaper and more plentiful than it used to be, but unfortunately the health of the humans and that of the environment has deteriorated. Pollan also had the intent to bring out th e negatives of the organic food industry as well. Although, the organic industry mainly produces environment friendly and healthy foods for the people to consume, the production process in that industry also has started bordering on commercialization. That is, producers are adopting many of the methods of the industrial fo

How and why did USA become involved in the Vietnam War Essay Example for Free

How and why did USA become involved in the Vietnam War Essay In march 12, 1947 with the truman doctrine and the newly introduced policy of containment usa decided to award itself with status of policeman of the world giving themselves a permission to intervene anywhere in the world when they consider it is neccessary. This was the policy that allowed them to interpose in vietnam. Vietnamese people under the leadership of ho chi mihn, founder of viet minh defeated french at diem bien phu who had controll over whole indochina (thailand, vietnam, combodia, laos). Although usa was sending aid to french they didnt help much because president eisenhower has just been elected to end the korean war therefore he didnt want to involve usa in another conflict. However after french defeat and the devision of vietnam into north which was communist and south usa started to realize the danger of communism spreading into asia and saw vietnam as a puppet in hands of ussr and china. in convinction that responsibility for the domino effect will be theirs if they wont do anything. n 1954 usa prevented the re-uniting free elections from taking place, foreboding uniting vietnam under communist goverment. this time they showed their resilient attitude, considering their disapproval with ussr, not holding free elections in their sattelites. nevertheless there were no elections and usa picked up anti-communist diem to become a president of south vietnam. This decision led to many protest especially from buddhist monks since diem was ignorat to their religion and culture, he himself being christian. uring his reign he forbade any elections and set members of his family into important positions. his corruption and way of controling south vietnam was the reason for more and more people joining the national front for the liberation of south vietnam, the viet cong. although usa didnt agree with his governance after his murder they continued to support his equally corrupt successor. Meantime, in usa after kennedys assasination new president was elected with completely different attitude. b johnson seemed more considered about vietnam and sent more and more military personel, the so called advisors to vietnam. During his leadership he achieved the tonkin gulf resolution under suspicious coincidences of the tonkin gulf incident, giving him ultimate power to launch immediate attack or start war without the need of consulting the idea with senate or advisors. lbj was the most involved president in vietnam war and he started the open war with vietnam. When advisors were not enough and the infiltration of north vietnamese in south vietnam became with increasing number of attacs intorelable problem, in march 1965 lbj decided to launch the operation rolling thunder, bombing of the North Vietnam and Ho Chi Minhs trail which was the major mean of supplying south vietnam by Viet Cong. within a short time usa realized that this tactics is not appropriate but they were in convinction that easing would signal their weakness. n addition this operation lasted for eight years where high explosives, herbicides to destroy the jungle and defoliant agent orange were used and more bombs were dropped on vietnam than on germany by all the allies during the second world war. despite the growing objections johnson launched full-scale war with the first conventional warfare in ia drang valley which both sides considered as victory. Although americans inflicted greater losses than they have suffered (a:300 v:2000), vietnamese held their positions. This way the war continued for number of years marked with unsuccessful negotiations with main problem of diplomacy frequently undermined by military activity at a critical moment. In 1967 in south Vietnam were held the free elections but without any communist party. Thieu was elected with a low vote but finally usa could say they are defending democratically elected goverment. in following years after the failure of previous operations, operations search and destroy was introduced which main aims were defending us bases, launching search and destroy missions. Another operation, an attempt to win the hearts and minds of the peasant was also complete failure, highlighting the main American problem misapprehension of the culture of Vietnamese people. The Vietnam war being the first televised war hugely influenced it and seeing the happenings in vietnam many student protests took place in usa, especially after the Mai Lay massacre which shocked people being the evidence that something in this war has gone wrong. n 1967 increase of bombing by more than 50%, generals still requsting more men and viet cong still holding their positions even advancing (the tet offesnive 1968) and more than 3 000 000 casualities made johnson slowly realize that this war he will not win. In 1968 johnson after many absurd years of fighting informed public that usa will halt bombing, awaiting peace talks. the president has given up ending this terrible mistake and resignated, Vietnam finally became free, united and communist.

Just Culture in Nursing

Just Culture in Nursing JUST CULTURE: An Approach that is Right and Just for the Philippine Nursing System Bernardo Oliber Alconis Arde Jr., RN, MAN Nursing has always been regarded as a â€Å"humanistic science† since it has evolved from experience to science. Anchored by altruistic motives, nurses perform nursing care to patients with tact and prudence; otherwise patients’ safety is jeopardized. Hence, it is safe to say that nursing should be a ‘perfect discipline’ – an arena where mistake is never an option. While there are great efforts by the nursing community to pursue perfection by its evidence-based approach, the fact still stand that humans are fallible. And by human nature, even if nurses make the best choices of care for their patients, other factors aside from these choices may still make them vulnerable to committing errors. If nurses’ infallibility can never be attained, how then can it be managed? Traditionally, healthcare’s culture has held individuals accountable for all errors or mishaps that befall patients under their care. When errors occur, the immediate solution is to blame an individual for the error. Blaming individuals creates a culture of fear, discourages open reporting and discussion of errors, and does little to prevent future errors or improve the safety of the health care system (NCBON, 2011). According to Leape (2000), as cited by American Nurses Association (2010) these approaches that focus on punishing individuals instead of changing systems provide strong incentives for people to report only those errors they cannot hide. Thus, a punitive approach shuts off the information that is needed to identify faulty systems and create safer ones. In a punitive system, no one learns from their mistakes. Many observers attribute underreporting to the punitive (‘‘name and blame’’) approach that many healthcare organizations have taken with regard to safety incidents. By inculcating a sense of fear, the punitive approach discourages reporting and, in doing so, prevents organizational learning and improvement (Barach Small, 2000; Blegen et al., 2004; Kadzielski Martin, 2002; Kingston, Evans, Smith, Berry, 2004; Manasse, Eturnbull, Diamond, 2002; Wakefield et al., 2001, 1999). As an alternative to this traditional system, application of a model which is widely used in aviation industry known as the Just Culture Model seeks to create an environment that encourages individuals to report mistakes so that the precursors to errors can be better understood in order to fix the system issues (ANA, 2010). Just Culture, as defined in aviation industry, is a culture in which front line operators are not punished for actions, omissions or decisions taken by them that are commensurate with the experience and training, but where gross negligence, wilful violations and destructive acts are not tolerated (Eurocontrol, 2014). Reason (n.d), as quoted by Skybrary (n.d) claimed that it is an atmosphere of trust in which people are encouraged, even rewarded for proving essential safety-related information but in which they are also clear about where the line must be drawn between acceptable and unacceptable behaviour. In 1997, as mentioned by ANA (2010), John Reason wrote that a Just Culture creates an atmosphere of trust, encouraging and rewarding people for providing essential safety-related information. A Just Culture is also explicit about what constitutes acceptable and unacceptable behavior. Therefore a Just Culture is the middle component between patient safety and a safety culture (Reason, 1997). However, the term â€Å"Just Culture† was first used in a 2001 report by David Marx (Marx, 2001), a report which popularized the term in the patient safety lexicon (Agency for Healthcare Research and Quality, n.d.). Further he argues that discipline needs to be tied to the behavior of individuals and the potential risks their behavior presents more than the actual outcome of their actions (Marx, 2001). In the health care arena, Medscape (n.d) emphasized that Just Culture recognizes that human error and faulty systems can cause a mistake and encourages an investigation of what led to the error instead of an immediate rush to blame a person. A just culture, expert say, is a ‘‘non-punitive’’ environment in which individuals can report errors or close calls without fear of reprimand, rebuke, or reprisal (Blegen et al., 2004; Karadeniz Cakmakci, 2002; Kingston et al., 2004; Pizzi, Goldfarb, Nash, 2001; Wakefield et al., 1999; Wild Bradley, 2005). The concept of a fair and just culture refers to the way an organization handles safety issues. Humans are fallible; they make mistakes. In a just culture, hazardous human behavior such as staff errors, near-misses and risky actions are identified and discussed openly in hopes of finding ways to improve processes and systems — not to identify and punish the individual (Pepe Cataldo, 2011). In the Philippines, where nurses face a lot of workplace-related issues such as understaffing, undue remuneration, and hostile employers to name a few, they become more vulnerable to making mistakes. With so much pressure at hand due to how these errors are addressed currently plus the fact that nurses are more often unappreciated, they may burnout putting the delivery of care at stake. This existing practice is opposed by the concept of Just Culture, where according to Pepe and Cataldo (2011), is a model that distinguishes among human error, at-risk behavior, reckless behavior, malicious willful violations and the corresponding levels of accountability. Moreover, just culture is not a â€Å"blame-free† approach. It is a strategy that gets into the root of the problem, whether it is a worker wilfully contributing to the error or the system providing inadequate support to the worker’s need. Furthermore, it is a system of justice that involves both investigatory action and disciplinary action. Hence, a â€Å"just culture† stands between a ‘‘blaming’’ or punitive culture, on the one hand, and a ‘‘no-blame’’ or ‘‘anything-goes’’ culture, on the other. This view reflects the connotation of balance typically associated with the terms ‘‘just’’ or ‘‘fair.’ (Weiner, Hobgood Lewis, 2007). It balances the need to learn from mistakes and the need to take disciplinary action where appropriate. In a setting where just culture is implemented, encouragement of error disclosure is emphasized through open communication. As stated in Skybrary (2014) the personnel is clear, that in the interest of safety, the organisation wants to know, at all times, about unsafe events, unsafe situations that have presented themselves or could arise. They are keen to step forward and speak up when they perceive a situation as dangerous, think of a procedure as risky, or any other issue in their daily tasks that they judge as potentially harmful and are yet without good remedy. This system makes sure the staffs are motivated to report and the trend must be maintained. Moreover, whenever there are reports, the organization assures that they are acknowledged, discussed properly and provided with appropriate feedbacks. When errors occur, the person who committed the error is not blamed instantly. He or she is not punished outright but rather a safety investigation is initiated to determine the proper disciplinary action. The organisation investigates why this error was made and what can be done to avoid them or to mitigate the effects for future operations. The workforce is protected as best as possible from negative consequences resulting from human error or subsequent investigations and in principle the organisation will defend and support people should external prosecutions or litigations target them. The organisation attempts to repair the situation as best as possible and restore the operations to normal. The organisation provides compensation for those that have experienced personal loss or damage. The organisation tries hard to prevent that same event from happening again. A case is not closed by condemning or finding the guilty one, but by discovering the underlying problems in the system, by rectifying this and by repairing the damages done (Skybrary, 2014). When the problem is discovered, rectified and repaired, the organisation then communicates the situation with confidentiality to all the members of the group. This dissemination intends not to humiliate somebody but rather provides a learning platform for everyone. In just culture, the error that has happened was seen not as something to be fixed but rather an opportunity of learning and ironing the system. It creates an environment of introspection while errors are discussed and collectively outlines improved policies, protocols and/or guidelines. It also shapes a venue for the enrichment of managerial competencies. Hence, it is an implicit claim of just culture that it is inevitable for practitioners to commit mistakes that even the most experienced individual is capable of making mistakes. It is also implied in just culture that punishment is not an assurance that workers will not be making mistakes and that perfecting a performance is impossible and can never be sustained. ANA (2010), in their position paper about this concept officially endorse the Just Culture concept as a strategy to reduce errors and promote patient safety in health care. In their efforts to endorse this â€Å"non-punitive† approach, they promote and disseminate information about the Just Culture concept in ANA publications, through constituent member associations, and ANA affiliated organizations. Hence, the feasibility of incorporating this approach in the present system in the Philippines must also be taken into consideration. However, the adopting organization must develop its own strategies in implementing just culture. It is because no single method fits all in applying the just culture. This concept, when used as an approach in improving the quality of care, must be contextualized depending on the acceptance and capability of the institution to implement this model. Once this approach is incorporated in the system, ANA (2010) encourages continued research into the effectiveness of the Just Culture concept in improving patient safety and employee performance outcomes. To this end, Just Culture might just be the absolute answer to the faulty system not only of nursing but might as well the entire Philippine Healthcare system. References Erickson, A. K. (2012, November 1). Step forward: Hospital journey to Just Culture. pharmacist.com. Retrieved May 28, 2014, from http://www.pharmacist.com/step-forward-hospitals’-journey-‘just-culture’ ANA. (n.d.). Just Culture. http://nursingworld.org/. Retrieved May 29, 2014, from http://nursingworld.org/psjustculture Brewer, K. (n.d.). How a Just Culture Can Improve Safety in Health Care. Medscape Log In. Retrieved May 30, 2014, from http://www.medscape.com/viewarticle/746089_2 Building a Just Culture. (2014, January 8). SKYbrary . Retrieved May 30, 2014, from http://www.skybrary.aero/index.php/Building_a_Just_Culture Colorado Firecamp A Roadmap to a Just Culture. (n.d.). Colorado Firecamp A Roadmap to a Just Culture. Retrieved May 30, 2014, from http://coloradofirecamp.com/just-culture/index.htm Esarr Advisory Material/Guidance Document (EAM/GUI). (2006, March 31). Skybrary. Retrieved May 28, 2014, from . http://www.skybrary.aero/bookshelf/books/235.pdf Eurocontrol Driving excellence in ATM performance. (n.d.). Just culture. Retrieved May 30, 2014, from https://www.eurocontrol.int/articles/just-culture Harbour, T. (n.d.). Just Environment: Command Climate, Leadership, and Error Forest Service Fire and Aviation Management: Becoming a Learning Culture. http://high-reliability.org/. Retrieved May 29, 2014, from http://high-reliability.org/files/Harbour_HRO_Abstract_Just_Culture.pdf Just Culture. (n.d.). SKYbrary . Retrieved May 30, 2014, from http://www.skybrary.aero/index.php/Just_Culture Just Culture Policy. (n.d.). Eurocontrol. Retrieved May 28, 2014, from http://www.eurocontrol.int/sites/default/files/publication/files/201209-just-culture-policy.pdf Marx, D. (n.d.). Patient Safety and the Just Culture . health.ny.gov. Retrieved May 29, 2014, from http://www.health.ny.gov/professionals/patients/patient_safety/conference/2007/docs/patient_safety_and_the_just_culture.pdf NCBON. (n.d.). Just Culture In Nursing Regulation . ncbon.com. Retrieved May 29, 2014, from http://www.ncbon.com/myfiles/downloads/cet-booklet.pdf Pepe, J., Cataldo, P. J. (2011). Log in. Manage Risk, Build a Just Culture. Retrieved August 10, 2014, from https://www.chausa.org/publications/health-progress/article/july-august-2011/manage-risk-build-a-just-culture WISE, D. (n.d.). Getting To Know Just Culture | Outcome Engenuitys Just Culture Community. Outcome Engenuitys Just Culture Community. Retrieved May 30, 2014, from https://www.justculture.org/getting-to-know-just-culture/ Weiner, B. J., Hobgood, C., Lewis, M. A. (2008). The meaning of justice in safety incident reporting. Social Science Medicine, 66(2), 403-413.

Big Data: Map Reduce Based Outlier Identification for Fraud

Big Data: Map Reduce Based Outlier Identification for Fraud Big Data: Fast, Parallel Map Reduce based outlier identification for Fraud and Intrusion Detection Pooja Vijay Pawar Ann Marie Joy Abstract One of the most challenging aspect of Big Data analytics is real time monitoring of data. Larger and larger amount of data is being collected and stored on a daily basis, thus increasing the need for quick, effective and efficient way of analysing the data in determining potential malicious data. Also network security threats are increasing at an alarming rate and are becoming increasingly sophisticated and difficult to detect. Web traffic generated by non-human activities such as botnets or worms consume network resources, delude people and affect network security. Most of the existing work in Fraud Detection/Intrusion Detection regard being an outlier as a binary property. In this paper we use a relative density based approach implemented as a MapReduce job, which gives a sense of degree of a data point being an outlier; this is more meaningful and also better immune to false positives. Keywords Big Data, Fraud detection, Intrusion Detection, Hadoop, Outlier, Cluster, Security, Relative Density, LOF 1. Introduction We are currently living in a world where we are surrounded and ruled by data. Continuously, exponentially huge amounts of data is collected, stored, processed and made available in a variety of forms every day. Recently, Network Intrusion and Fraud detection has received increased attention with regard to network security, mainly due to this. Big Data is drastically changing the way in which we detect fraud and intrusion in real time using advanced analytic solutions that are very powerful, complex and fast. In this paper, we propose a methodology to detect Fraudulent Web traffic and Intrusion in a network using MapReduce-based outlier detection. These features help in filtering out clients that generate abnormal traffic and specifically show different levels of potential anomalous traffic for each suspicious client. The detected abnormal web traffic can be visualized easily and this method can be implemented for large networks and can be scaled accordingly. Outlier can be defined as a data which is very distinct from the other data of the same dataset, based on some distance measure. Outlier detection, being a significant data mining problem has engendered a lot of research interest in the recent past. As a result, various methods for outlier detection have been developed particularly for dealing with numerical data. However, outlier detection for categorical data still remains an unexplored field. Addressing this requirement, we propose a two-phase algorithm for detecting outliers in categorical data based on a novel definition of outliers. This algorithm initially explores a clustering of the given data which is followed by the ranking phase for determining the set of most likely outliers. The proposed methodology is expected to show better results as it can identify different types of outliers, using independent ranking scheme based on the inherent clustering structure of the given data. Hadoop is a very popular open source Apache project, which is used for storing and processing huge volume of data on commodity hardware. Hadoop package mainly consists of MapReduce Engine and Hadoop File system. Many Frameworks have been built on top of Hadoop. Using the distributed architecture of Hadoop in this paper we discuss how we can exploit it for identifying outliers in captured network data. 2. Related Work There has been lot of research and number of techniques which have been developed in the past two decades with respect to fraud detection and Intrusion Detection. Lot of machine learning techniques such as Neural Networks, Markov model, K Nearest Neighbour have drawn special attention. In this paper we use unsupervised Machine Learning techniques to identify fraudulent transactions using Hadoop. Most current practices to the process of detecting intrusions exploit some form of rule-based study. Rule-based analysis depend on sets of predefined rules that are configured by an administrator and are automatically created by the system. The use of automated system techniques in intrusion detection mechanisms was a significant milestone in the development of effective and practical detection based information security systems. Rule-based systems suffer from an incompetence to detect attacks situations that may occur over an extended duration of time. However most significant benefit of neural networks in intrusion detection is the capability of the neural network to learn the characteristics of abnormal attacks and recognize instances that are unlike any which have been detected before by the network. Majority of studies that proposed Hidden Markov Model to implement IDS are related to host-based systems, i.e., IDS that analyses the actions performed on a single host to detect attempts of intrusion. 3. Outlier Detection Algorithms Outliers can be detected using various different techniques. Some of the techniques are discussed below 3.1 Distance-based and Clustering Approaches Distance-based methods do not make conventions for the data since they basically compute the distance between each point. For example, Knorr et al. Proposed a k-NN technique where, if m of the k nearest neighbours of a point are within a specific distance d, then the point can be classified as normal. Knorr et al. points as an outlier if at least p% of the points in the dataset lie more than distance 10 d from it. These methods show high computational complexity (e.g. nearest neighbour based methods have quadratic complexity with respect to the number of data points) which renders them impractical for really large datasets. Several approaches may be engaged to make the k-NN queries faster (to achieve linear or logarithmic time), such as an indexing structure (e.g. KD-tree, or X-tree); however these structures have been shown to break down as the dimensionality grows. Clustering can be defined as the task of grouping a set of objects in such a way that objects in the same group share some feature similarity among each other than to those in other groups. Clustering is one of the very popular techniques currently being used in outlier detection. Any object that has weak membership to the cluster it belongs to is a potential outlier. If there are any small clusters from other clusters, then the smaller cluster could potentially be an outlier. For instance there could be many different kinds of fraudulent transactions which might have high similarity among themselves and form a cluster. There are additional problems with clustering. Clustering algorithms are optimized to find clusters rather than outliers. Hence, sometimes it may be hard to tell whether a cluster belongs to fraudulent transactions or some new emergent buying behaviour of a legitimate user. Hence before making a final call we must perform additional analysis. 3.2 Statistical distribution Statistical outlier detection was one of the most basic approaches dating back to the 19th century. Multivariate statistical methods have been proposed, together with use of robust outlier’s estimates of the multidimensional distribution parameters, e.g. minimum covariance 9 determinant (MCD) and minimum volume ellipsoid (MVE). One critical problem of statistical-based methods is the suitable model for each dataset and application. Also, as data rises in dimensionality, it becomes ever more perplexing to estimate the multidimensional distribution. As the data increases in dimensionality, data ranges through a larger volume and becomes sparse. In addition to the reduction this has on performance, it also spreads the convex hull, thus altering the data distribution. This can be improved by pre selecting the most noteworthy features to work, projecting to a lower-dimensional subspace, or applying Principal Component Analysis (PCA). Another methodology to deal with higher dimensio nalities is to organize data points in convex hull layers according to their peeling depth, based on the idea that outliers are data objects with a shallow depth value. Fig 1 In this approach one main assumption is that data objects follows a certain distribution (E.g. Gaussian) and normal data objects occur in a high probability region of this model. Fig.1 shows an example where there is high concentration of data points lying in the normal region which associates to normal data points; the mini distributions on both sides of the normal distributions are possible outliers. As shown in Fig.1 outliers will deviate strongly from this distribution. There are lot of issues with this technique too, main being the curse of dimensionality, other being lack of robustness. This is because Mean and standard deviation are very sensitive to outliers. 3.3 Density Based approach In this technique we compare the density around a data point with the density around its local neighbours. The computed density is called an outlier score. The main assumption here is that the density around a normal data point is almost similar to the density around its local neighbours. Here Density/Outlier score means that some clusters are densely packed and some others are not. Mathematically, it is defined as the inverse of the average distance to the k nearest neighbours. Lower density of a data point signifies that the probability of it being an outlier is very high. There have been many variants of Density based approaches suggested in the past few decades, majority of which deal with decreasing the computational time complexity. In Fig.2 the points which are densely packed, appearing yellow indicate normal data points, the ones which are away from the cluster are outliers, possible candidates for malicious data. In this paper, we use this technique to determine possible candidates for outliers. 4. Experiment For our experiment we used KDD Cup 1999: Computer network intrusion detection dataset for testing and evaluating our approach. We used Relative Density [3] based approach for our system. Which involved 4 Map Reduce Tasks. The Algorithms works as follows: Computing K-NN [3] We begin with the notion of K-Nearest Neighbour of object p. Definition: K-Nearest Neighbour of object p For any positive integer k, the k-distance of object p, denoted as k-distance (p), is defined as the distance d(p,o) between p and an object o ∈ D such that: (i) For at least k objects o’∈D{p} it holds that d(p,o’) ≠¤ d(p,o), and (ii) For at most k-1 objects o’∈D{p} it holds that d(p,o’) . Given the k-distance of p, the k-distance neighbourhood of p contains every object whose distance from p is not greater than the k-distance, i.e. Nk-distance (p) (p) = { q ∈ D{p} | d(p, q) ≠¤ k- distance(p) } These objects q are called the k-nearest neighbours of p. We use 2 MapReduce tasks, one to compute the pairwise distance between data points as explained above and other to compute the density of the data point. The density of a data point is simply the inverse of the average distance to the k nearest neighbours. Finding all the neighbourhood group the data points are associated with and also give them unique id We define one more term reachability distance of an object p w.r.t the data point o to determine the neighbourhood. Definition: Reachability distance of an object p w.r.t. object or Let k be a natural number. The reachability distance of object p with respect to object o is defined as reach-distk(p, o) = max { k-distance(o), d(p, o) }. The higher the value of k, the more similar the reachability distances for objects within the same neighbourhood. We use the same MapReduce class as before with slightly different configuration to identify the neighbourhood. Once neighbourhood are identified they are given a unique ID. Using previous results, create a mapping between data point and its density. In a typical density-based clustering algorithm, there are two parameters that define the notion of density: (i) a parameter MinPts specifying a minimum number of objects; (ii) a parameter specifying a volume. These two parameters determine a density threshold for the clustering algorithms to operate. That is, objects or regions are connected if their neighbourhood densities exceed the given density threshold. To detect density based outliers, however, it is necessary to compare the densities of different sets of objects, which means that we have to determine the density of sets of objects dynamically. Therefore, we keep MinPts as the only parameter and use the values reach-distMinPts(p, o), for o ∈ NMinPts(p), as a measure of the volume to determine the density in the neighbourhood of an object p. Definition: Density of an object p lrdMinPts(p) = 1/ Intuitively, the local reachability density of an object p is the inverse of the average reachability distance based on the MinPts- nearest neighbours of p. Note that the local density can be ∞ if all the reachability distances in the summation are 0. This may occur for an object p if there are at least MinPts objects, different from p, but sharing the same spatial coordinates, i.e. if there are at least MinPts duplicates of p in the dataset. For simplicity, we will not handle this case explicitly but simply assume that there are no duplicates. Hence in our MapReduce implementation, first we sort the data points based on density data and the neighbourhood, such that in the input for the reducer, we get first value as density, and the subsequent values are the neighbourhood ids. Determining the Relative Density or LOF (Local Outlier Factor) Results from the previous step is then used in another MapReduce task to compute the relative density or also called as Local Outlier Factor (LOF). Definition: LOFMinPts(p) = The outlier factor of object p captures the degree to which we call p an outlier. It is the average of the ratio of the local reachability density of p and those of p’s MinPts-nearest neighbours. It is easy to see that the lower ps local reachability density is, and the higher the local reachability densities of ps MinPts-nearest neighbours are, the higher is the LOF value of p. In the following section, the formal properties of LOF are made precise. To simplify notation, we drop the subscript MinPts from reach-dist, lrd and LOF, if no confusion arises. Finally, Data Points which have low relative Density or LOF are determined as possible candidates for outliers. 5. Conclusion Existing Intrusion detection system are in nascent stage in handling extremely large traffic and the data transfers in large Networks. MapReduce Framework can handle large amount of data quickly and efficiently. Thus our proposed methodology for Outlier detection using Relative Density based approach not only can handle large amount of data but also scales easily. In near future full of MapReduce based IDS needs to developed and evaluated. We also plan to explore multiple classifier system compared to single classifier to get improved results. 6. Acknowledgement This work is supported by CSE Department, PES Institute of Technology. 7. References [1] Barnett, V., Lewis, T. (1995). Outliers in Statistical Data. Wiley, 3rd Edition. [2] Davide Ariu, Giorgio Giacinto, and Roberto Perdisci, Sensing attacks in Computers Networks with Hidden Markov Models. [3] Ng, Jorg Sander, Hans-Peter Kriegel, Raymond T, Markus M. Breunig. LOF: Identifying Density-Based Local Outliers [4] Manh Cong Tran, Lee Hee Jeong, Yasuhiro Nakamura. Abnormal Web Traffic Detection Using Connection Graph. [5] Suri, N.N.R.R. Centre for AI Robot., Bangalore, India Murty, M.N. ; Athithan, G..An algorithm for mining outliers in categorical data through ranking. [6] Kuo Zhao, Liang Hu. Intrusion Detection and Prevention in high speed network.[7] Qing He Yunlong Ma, Qun Wang, Fuzhen Zhuang, Zhongzhi Shi.Parallel Outlier Detection Using KD-Tree Based on MapReduce [8] Koufakou, A. Sch, FL Secretan, J., Reeder, J., Cardona, K., Georgiopoulos, M.Fast parallel outlier detection for categorical datasets using MapReduce. [9] Ganesh Ananthanarayanan, Srikanth Kandula, Albe rt Greenberg, Ion Stoica, Yi Lu, Bikas Saha, Edward Harris . Reining in the Outliers in Map-Reduce Clusters using Mantri. [10] H. GuÃÅ'ˆnes KayacÄ ±k, A. Nur Zincir-Heywood, Malcolm I. Heywood. Selecting Features for Intrusion Detection:A Feature Relevance Analysis on KDD 99 Intrusion Detection Datasets. [12] E. Eskin, A. Arnold, M. Prerau, L. Portnoy, S. Stolfo, â€Å"A geometric framework for unsupervised anomaly detection: Detecting intrusions in unlabeled data,† in Applications of Data Mining in Computer Security, Chapter 4, D. Barbara and S. Jajodia (editors), Kluwer. [13] Q. He, F.Z. Zhuang, J.C. Li, Z.Z. Shi. Parallel implementation of classification algorithms based on mapreduce. International Conference on Rough Set and Knowledge Technology. [15]Koufakou, A., Ortiz, E., Georgiopoulos, M., Anagnostopoulos, G., Reynolds, K., A Scalable and Efficient Outlier Detection Strategy for Categorical Data, Intl Conference on Tools with Artificial Intelligence ICTAI, October, 2007. [16] Big Data Analytics for Security Intelligence, CLOUD SECURITY ALLIANCE September 2013. [17] DuMouchel W., Schonlau M.: â€Å"A Fast Computer Intrusion Detection Algorithm based on Hypothesis Testing of Command Transition Probabilities†, Proc. 4th Int. Conf. on Knowledge Discovery and Data Mining, New York, NY, AAAI Press, 1998, pp. 189-193. [18] Ramaswamy S., Rastogi R., Kyuseok S.: â€Å"Efficient Algorithms for Mining Outliers from Large Data Sets†, Proc. ACM SIDMOD Int. Conf. on Management of Data, 2000. [19] Fawcett T., Provost F.: â€Å"Adaptive Fraud Detection†, Data Mining and Knowledge Discovery Journal, Kluwer Academic Publishers, Vol. 1, No. 3, 1997, pp. 291-316. [20] Holtz, Marcelo D., Bernardo M. David, and Rafael Timà ³teo de Sousa Jà ºnior. Building Scalable Distributed Intrusion Detection Systems Based on the MapReduce Framework. Telecomunicacoes (Santa Rita do Sapucai) 13 (2011): 22-31. [21] DuMouchel W., Schonlau M.:  "A Fast Computer Intrusion Detection Algorithm based on Hypothesis Testing of Command Transition Probabilities†, Proc. 4th Int. Conf. on Knowledge Discovery and Data Mining, New York, NY, AAAI Press, 1998, pp. 189-193. 1 Onida Electronics: New Product Launch Onida Electronics: New Product Launch LAUNCHING OF A NEW PRODUCT ONIDA LAPTOPS COMPANY DESCRIPTION ONIDA is one of the largest television manufacturing companies in INDIA. It is one of the largest and rapid growing companies in the same field. Onida as a company was founded in 1981 as a public company. Its head quarter is in MUMBAI, MAHARASHTRA, INDIA. Onida deals in a type of industry known as electronic industry. Onida Company started their business with electronics and then expanded their business with various products as LCD TVS, PLASMA TVS, TELEVISIONS, DVD AND HOME THREATER SYSTEM, AIR CONDITIONERS, WASHING MACHINES, MICROWAVES, PRODUCTS RELATED TO PRESENTATION, and INVERTERS AND ALSO MOBILE PHONES. Onida Company is a most popular brand now. It has got his network as 33 branch offices and 208 customer relation centers. Also the company is having 41 depots spread all over the country. Onida is also having a market capitalization of 400 crore approx. also onida electronics won an award as AWARD FOR EXCELLENCE IN ELECTRONICS in 1999 from MINISTRY OF INFORMATION TECHNOLOGY, GOVERNMENT OF INDIA. EXECUTIVE SUMMARY Onida is one of the largest rapid growing companies. It is one of the most successful companies in term of professionalism. The main objective is to prove quality of competitive prices and customer satisfaction. It is one of the objective is to provide NOTEBOOK PC as ensured quality, availability and customer satisfaction. This following marketing plan forms the basis for the launching of ONIDA LAPTOPS by ONIDA COMPANY one of the famous company in India. The analysis will allow us to follow for the achievement of the companys strategic goals. ONIDA LAPTOPS will be marketed to reinforce the companys status as leader in innovation and successful product launching. This new product launching will enable us to add RS.100 crores to companys turnover with a forecasted sales growth prospect of 10-15% over the next 5 years. And while satisfying the need and designing the product to match individuals lifestyle. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in laptop segment. Export potentials in the market will be considered in all the western countries as USA, Russia, France, and Iraq. Nigeria, Yemen and even further expansion can be planed. The main aim of the company is to attract a sizeable market share of the laptop segment. Also the number of customers depending upon laptops rather than personal computers is taken care off. The main aim is to sell one lakh units of laptops in the first year considering as this brand as a new brand and being expertise in the related field having manufactured the product for several brands and having also sold its own televisions. EXPECTED TURNOVER Above chart shows the expected turnovers in crores over the coming years in turnover of onida laptops in various countries. In 2009 as the product is being launching in 2009 only so started expected turnover will be near about 90 lakhs. With the continuous supply of good quality and good work with good customer service expected turnover will start increasing. Company is planning to use new technology and other servicer beneficial for customers and company in terms of turnover which will help in increase the expected turnover to 150 lakhs in 2012. This proves that launching of onida laptops will be beneficial for the organization. SITUATIONAL ANALYSIS ONIDA NOTEBOOK PC is a new expansion line of onida. Onida television portfolio has been well received and now ONIDA NOTEBOOK PC is going to be launched for onidas continues success and future profitability. Onida as a company is famous for quality products at reasonable prices and it offer best facilities. It will offer NOTEBOOK PC or LAPTOPS in various configuration as well as prices to satisfy every kind of customer. One important key to success or for the development of the product is to create product awareness and growth of customer base. MARKETING SUMMARY Marketing summary of onida laptops possess sufficient information about the market needs and customer needs, wants, desires and demands. It will also help to give right offer to right customer so that company can achieve customer satisfaction and can communicate with them in a better way. Also this lead to have some important information about customer which will help to make customer a delightful customer. TARGET MARKET The target market of ONIDA LAPTOPS or NOTEBOOK PC is shown below: Above shows that there is a target market of onida laptops as CORPORATE USERS END USERS OTHERS Environmental analysis Macro environmental factors Growing disposable income and low penetration levels would ensure greater share of wallet for the consumer industry and would help in achieving the predetermined targets. The inventions and innovations would help in shaping the industrys future. It would be necessary to catch the changing trends in consumer lifestyles and offer the right product at right time to facilitate further growth and achievement of targets. There is a need to launch a product which will give maximum customer satisfaction and satisfy there needs. Micro environmental factors The cost would further come down with enhanced possibilities of better and easy cross border talks with suppliers worldwide and the range of offerings Would go up. With the increase in number of players, there would be more action and the industry would feel the buzz around it and would need constant high pitch communication with the customers. Network has a strong influence on the buying decision and the organization that would manage the channel better, would have a substantial edge over the others. Competitive Strategy Onida will try to offer more valuable offerings to the customers and would try to manage customer relationships. Onida as a company in order to be effective and ahead of competition would try to maximize benefits to the consumers. They will also react strongly to price changes made by the competitors and organizations would look at integration on backend as well as the front ends. MARKET DEMOGRAPHICS The profile of ONDA NOTEBOOK PC or LAPTOPS customer consists of the following GEOGRAPHIES, DEMOGRAPHICS, and BEHAVIOR FACTOR: GEOGRAPHICAL FACTORS Geographical factors have been classified as: ONIDA NOTEBOOK will have specific domestic geographic target area. They will serve the product to domestic market. Onida will try to cover the Metropolitan area through their own distribution channel. DEMOGRAPHICAL FACTORS Demographical factors have been classified on the basis of the following attributes: There will be almost same featured notebook pc or laptop for the corporate, end users and other users. University teachers and other researchers can use it for their research work and analyzing the environment. High, Middle, Upper middle and middle class use it and reasonable pricing strategy will help to purchase of these notebook pc by every potential users. BEHAVIOUR FACTORS Its a general behavior of every human that NOTEBOOK PC or LAPTOP increases the status and prestige of the user. In todays busy world there is need of a product which is available with consumer anywhere or any time and at every period of time. Customer feel that they have a separate image and prestige by using ONIDA LAPTOPS. MARKET NEED FOR ONIDA LAPTOPS ONDA LAPTOPS will provides its customers the opportunity to choose NOTEBOOKs with different configuration and varieties.These laptops will also fulfill the requirements of customers and also provide benefit as:- Reasonable pricing Consumer needs a high quality product at reasonable price, for that reason ONIDA try to provide high quality product at a reasonable price. So that more and more customer can be attracted towards onida notebook pc. High quality Consumer want high quality product, which is must be high in regard to performance. ONIDA tried to meet this need of consumer at its level best. Quality was the main point to be taken care of by the company as this the main motto of company. Different varieties Choices of customer vary from person to person .So ONIDA provides different laptop with different features. And provide laptops with different configuration. Product availability One of the important things to be taken care of is Customer and customer seeking availability of product so that they can buy the product at any time they need. MARKET TRENDS ONIDA will produce different type of laptop which not only fulfill quality demand of customer but also reasonable price. So that more and more customer will purchase these laptops. Now a days NOTEBOOK PC production company is growing and more competitors are coming in the market. Now even customer are more aware about the product for that reason they want different types of product with different features and different styling features. The market for LAPTOPS with new and new technologies is growing faster, competition are increasing in these markets. Thus, ONIDA made segments for their product. They divided their customer in to three groups, and give emphasis on each of the group. So that company can capture all kind of customers in market. MARKET GROWTH Gradually total ONIDA Company is going upward with a strong competition. With the increase in domestic market, our international market growth statistics is increasing day by day. Now with the launch of new laptops with newer technology the market share of our company is going to increase further. COMPETITIVE STRATEGIES Onida will try to offer more value offerings to the customers and would try to manage CUSTOMER RELATIONSHIP. The firms in order to be effective and ahead of competition would try to maximize benefits to the consumers. Firms would react strongly to price changes made by the COMPETITORS and organizations would look at INTEGRATION on BACKEND as well as the FRONTENDS. CURRENT MARKET SITUATION OF LAPTOP MARKET Market Overview Luxury goods are now being perceived as necessities as now customers are having higher disposable incomes being spent on lifestyle products. There is a discernible shift in the consumers preference in favor of higher-end, technologically superior branded products, the demand being spurred by increasing consumer awareness and preference for new models now the modern educated customer is not confined to old technologies and old products. Now customers want to try newer products with newer technologies. Quality products with superior technology and technology up gradation have helped the industry to achieve higher growth in terms of volume and also higher realization in value terms. Rate of growth in production has been more in terms of quantity or in volume growth rather than the growth in value terms for a number of products. This has happened because of constantly falling prices over the years due to competition among the MAJOR PLAYERS, AGGRESSIVE MARKETING STRATEGIES AND DECLINING IMPORT TARIFFS. Competition has forced companies to offer efficient AFTER SALE SERVICE and support and this, in turn, has swayed customer preference for good brands. There are positive growth trends in Technological goods segments white goods and consumer electronics during and points to sustained growth because of emerging opportunities and strong fundamentals of the economy. Because of growth in production in the organized segment and domestic availability of branded products due to lowering of import duties and other liberal measures, the share of unorganized segment has come down sharply to only 8 to 10 per cent from 40 to 50 percent. The price difference between branded and unbranded goods has narrowed down and with branded players providing good after sales services and support consumer prefers to buy branded products. The industry related to technology appears to have two clearly differentiated segments. The MNCs have an edge over their Indian counterparts in terms of technology combined with a steady flow of capital. The domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight into local market conditions. Competitive strategies revolve around strong brand differentiation and prices. Bargaining power of customers is high due to availability of many brands. Demand is Cyclical and seasonal. Demand is high generally on the basis of requirement of customers as corporate customer or end user. Demand for technology is present throughout the year. There is no preference on the basis of any special month when demand for technology is more in one month than other month. Rural India which accounts for nearly 70% of the total number of households, offers plenty of scope and opportunities for the white goods industry. Increasing consumer awareness and preference for new models have added to the demand in rural areas also. And evolution of education had made more and more people rely on technology. Attractive consumer loan schemes with reduced interest rates over the years by the financial institutions and commercial banks and the hire-purchase schemes have added to the surge in demand. Besides, the consumer goods companies are themselves coming out with attractive financing schemes to consumers through their extensive dealer network. The usage of internet by the market functionaries has lead to intelligence sales of the products. It has helped sustain the demand boom witnessed recently in this sector. SWOT ANALYSIS (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) STRENGTHS Quality product and services. Popular brand name. Continuous research and development Strong existing distribution channel. Increased share of organized sector as compare to unorganized sector. Attractive design. Body made of silver and plastic and available in many colors. Most of the buyers are satisfied. Presence of established distribution networks in both urban and rural areas. WEAKNESSES Poor government spending in infrastructure and other related things. Lack of promotional activities by companies. Low purchasing power of consumers Insufficient capital. Legal and political barrier regarding import, tax and shipment and other difficulties. Difficulties due to competitors. Old technologies. OPPURTUNITIES Low penetration levels Demand of NOTEBOOK PC is increasing. Improved market portfolio. Greater demand due to changing lifestyles Increasing sales throughout the country and internationally. Availability of easy finance. Promotional activities to increase brand image. Growing disposable income of consumers Increasing demand in rural sector. THREATS Strong competitors Legal political difficulties regarding import duty, tax etc. Entrance of new competitors in the market. The price of NOTEBOOK or laptops is decreasing continuously. Cheap Imports from Singapore, China and other Asian countries Higher import duties on raw materials imposed in the Budget 2008-09. COMPETITORS Onida has established its own market. But still they have to face the competitors. Some of the major competitors of onida laptops are: HP: HPs NOTEBOOK is having maximum market share in capturing the market of NOTEBOOK PC in India as well as internationally. HPS notebooks are produced in China. They are holding a leading position for long time in NOTEBOOK PC in our country. ACER: Acer is the Chinese producer of NOTEBOOK or laptops. ACER has its maximum market share of NOTEBOOK PC in Bangladesh. They have fewer shares in Indian market as compare to acre. COMPAQ: Mitsubishi is Taiwan Company. COMPAQ was an automobile company initially. Now it is producing NOTEBOOK PC also. It is now giving a strong competition to notebook or laptop market. DELL: Firstly they produce televisions. But now they have enhances its business by producing NOTEBOOK PC. And DELL is now giving a strong competition in laptop market as well as technological market. MARKET SHARE OF ONIDA PRODUCT OFFERING ONIDA will offers different type of configuration at different price to our consumer for chooses their expected product. Following are the items:- POINTS OF SUCESS Strong quality Better customer relationship management Better service Operational efficiency and integration Effective channel management Constant product change and product mix management Image of brand and product Distribution channel Retention of customer MARKETING STRATEGIES Marketing strategies are helpful in creating awareness, interest and appeal from our target market. So that more and more market can be capture. Basically marketing strategy is based on superior performance of the following areas: Different configuration. Product quality. Delight user. MISSION The main mission is to provide quality and product at a competitive price. Growth in diversity and continuous contribute to the growth is being the main market challenger. Also To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action 3.2 Marketing Objective Capture the market as a market leader. To attain quantitative and qualitative leadership in the technological sector. Maintaining positive and increased sales growth than the competitor. Increase the market share by market development and services. To increase product awareness and sales by persuasive promotional activities. Becoming a globally recognized and prestigious company through synergistic business investment. Differentiation through innovation and passion through empowerment. Also cost through economies of scale and world class systems and procedures that bring in delight of stakeholders. FINANCIAL OBJECTIVE The company aims to sell one lakh units of NOTEBOOKS in first year of its launching and is expecting a target turnover of Rs.100 Crores from laptop market in first year. It expects to grow at 10-15% in next five years by satisfying customer needs through its offerings. They aim to make considerable profits and achieve economies through backend and front end integration. And maintaining double digit each year. STP (SEGMENTATION, TARGETING, POSITIONING) SEGMENTATION OF MARKET The company has segmented its target market on the basis of incomes and lifestyles. People who are well educated, have lifestyle as an important element and have high income can buy laptop. TARGET MARKET The potential consumers are separated into various segments- Corporate User End User and others. The primary marketing opportunity is sell laptops to these well defined, accessible target market segments. Corporate User: Corporate users are the users who buy the laptops for their official purpose only. The MD, GM, DGM, CEO and other. Levels in offices are the main corporate users. End User: End users are the users who buy the laptops for their personal use. Teachers, Students of private University, businessman etc are mainly consider as the End users. Others: other then as mention above. POSITIONING IN MARKET Onida is trying to maintain its position as a NOTEBOOK company. The position will be achieved by providing quality product, competitive price, and according to consumers demand and by delighting consumers. There should be experienced managers to make awareness about the product to customer. Company is also promising to offer quality offerings and better services and make a satisfied consumer as its brand ambassador. The companys will advertise its product as the synonym of truth and providing it at a reasonable price. STRATEGIES ONIDAS main primary marketing strategy is to seek and firstly create customer awareness regarding the products as well as availability of product. Other marketing strategy are- Providing Total Quality Management (TQM) Customer Orientation Providing international standard products To increase the product line as well as length as per the expectations of the consumers Competitive prices of product. MARKETING MIX ONIDAS marketing mix is comprised of the following approaches to product, price, promotion, and place or customer service. PRODUCT o BRAND NAME The name of the brand is ONIDA NOTEBOOKS. o PPRDUCT CLASSIFICATION ONIDA NOTEBOOK has five types of product. These are-W125U-T3000, W3001U-T4150, W4200-T4500, W4510U, W5520U o QUALITY OF PRODUCT ONIDA is mainly popular for the maintaining of high quality of its products. Total Quality Management (TQM) is purely practiced here. o DESIGN Attractive Design, Color, configuration, Comfortable weight. o PACKING ONIDA supply the notebooks to the users with attractive packaging. It provides special cartoon with strong handling of the NOTEBOOKs to its dealers. o Size The products size vary from to one product series to other product series o Service ONIDA provides best after sales service and take feedback for its products. PROMOTION o SALES PROMOTION ONIDA provide initially shot-term incentives to encourage and purchase or sale of its products. Occasionally company has decided to give special discounted price for its products. Company also decided to give T-shirts, caps, bags etc. to lure the customers. o ADVERTISEMENT Company decided to gives advertisement for ONIDA NOTEBOOK through newspaper, billboard, popular magazine, leaflets, sponsoring on game competition, internet etc. o PERSONAL SELLING ONIDA company is also deciding to sell laptops through personal selling but till now we havent arrange any kind personal selling. PRICE o LIST PRICING Pricing of the product are being made on the basis of technology used in the product and depending upon the various series of onida. The various pricing of various varieties of laptops are: o DISCOUNT Company has decided to allow discount facilities to all the retailers and dealers. o Payment period ONIDA will sell NOTEBOOK on credit to its distributor and retailers and after the sale e period of 2 months can be given for making payment. PLACE CHANNELS ONIDA has its own distribution channel for the distribution of their products. DISTRIBUTOR ONIDA have own distribution channel for distributing their products. Location ONIDA covers district areas of our country to capture the market for their products. TRANSPORTION FACILITIES ONIDA has its own transportation facility for its distributors. Distributors are themselves responsible for taking the products to their showrooms. MARKETING RESEARCH One of the important things is research work. Research is very vital for any company to know about current market position and also to predict future needs. Information is collected through the dealer and retailer. o Question How did you hear about our ONIDA NOTEBOOK product? note the answer and this answer can be use for the promotional activities. o Customer suggestion New feedback service and customers suggestions system to gain additional information. They want to know from the customers about- à ¼ What suggestion do you want to give to company to improve our product? à ¼ Why do you need a laptop and why onida laptop only? FINANCIALS It is very important while the launching of a product to take care of the financial overview of ONIDA NOTEBOOK related to marketing activities. ONIDA address brake even analysis (BEA), sales forecast, expense forecast, and showed how this activity are link to the marketing activity. BREAK EVEN ANALYSIS Break even is a point where cost is equals to sales. The break-even analysis below shows the number of single sales, or units, that we must realize to break-even. Analysis of breakeven point is based on the cost and the sales of a company. SALES FORECAST: Sales forecast means planning or estimation of sales so that future sales can be assessed. ONIDA thinks that the sales forecast will be achieve into the five main streams; W1250U-T3000, W3001U-T4150, W4200U-T4500, W4510U and W5520U. This will steadily increase the sales. As the advertising budget allows the target market forecast, the listed of all the potential customers get divided into separate groups. The forecasted customers group divided into various categories: Corporate Users, End Users and others. EXPENSE FORECAST Every company has to make a prior forecast of expenses. It is important to mark such forecast to limit the expenses made in future. These expenses are to be budgeted at approximately 5% of total sales for 2007-08 and 6% for 2008-09. Mainly expenses are to be tracked in the major marketing categories as:-NEWSPAPER ADVERTISEMENT, PROMOTIONAL EVENTS, BILLBOARDS, PRINTED LEAFLETS, and ADVERTISEMENT IN TELEVISIONS ETC. CONTROLING FACTORS The main purpose of ONIDA NOTEBOOKs marketing plan is to serve as a guide for the organization while launching of the laptops successfully. This plan is all about implementation and changing the business and also to make it better. In this marketing plan we look at specific implementation programs, and the details that it takes to make it happen. The following are the areas which will be specially monitored to enhance the performance of company and launching of laptops. Contingency Planning Contingencies likely to arise: Price War New Technologies in the market More Competitors Companys Strategy to counter the same: Creating value preposition Continuous innovation and product development Creating distinct brand identity