Is Using Cell Phone Dangerous

Overtime, our lives have been tremendously been transformed with the mobile phone technology. We are able to attend to issues at our work place and even at our homes without the need of us appearing there physically.Advertising We will write a custom essay sample on Is Using Cell Phone Dangerous? specifically for you for only $16.05 $11/page Learn More Nowadays, instead of writing long letters to your friends, you can use the mobile Short Message Service (SMS) to chat with them for a while. However, this technology has come with its own setbacks such as the risk of exposure to carcinogens, cell phone dependency and mobile phone crimes. In fact, the use of cell phones exposes us to more danger than good. Although these gadgets are portable and convenient to use, studies that have been conducted by medical experts show that they emit radiofrequency radiations that are â€Å"categorized into ionized radiations and non ionized radiations† (Oberto 316) . The ionized radiations have shown to increase the risk of the user suffering from cancer. Research has further shown that â€Å"the side of the brain that is exposed to the ionizing radiations from the cell phone metabolizes more glucose than other parts that are not exposed to it† (Larjavaara 35). These effects largely depend on how frequently one uses it, how close the user is with the antenna of the gadget and the distance between the network center and the user. Actually, the use of a cell phone is hazardous to human health. On the other hand, to alleviate some of the above effects, radiologists have recommended the use of wireless headphones that allow the user to receive calls at some distance from the gadget. Using them for emergencies especially when you cannot access a landline phone also reduces one’s exposure to them. However, despite one taking these measures and the attractive features (camera and games) of these mobile phones, they have shown to have gr eater effect on children than in grown-ups. This is because young children are still growing and their cells are rapidly multiplying. As a result, the ionizing radiations emitted from the phones predispose these cells to cancer. These facts make mobile usage more dangerous to children who can succumb to body malformations. Besides, the use of mobile phone has enabled us to supplement our brains memory capacity with their storage memory capacity. Hence, we can be able to save important passwords and other important information in them without necessarily memorizing them.Advertising Looking for essay on other technology? Let's see if we can help you! Get your first paper with 15% OFF Learn More This has been encouraged with the changing times when we have a lot of information in soft copies and less in hard copies. To secure such information, the computers allow us to come up with passwords and other safety features that could easily remembered by saving them in these ph ones. As result, the mobile technology has taken a turn to crime where thieves steal these phones from their owners and then easily gain access to important information regarding their credit cards or automatic teller machines (ATMs). This has seen many innocent people lose a lot of money to these non suspecting criminals. Indeed mobile phone technology has brought more harm than good. In addition, the technology has also come up with the mobile money transfer where the users are able to transfer money to other people conveniently. This service has impacted developing economies greatly as people from rural areas can receive money from urban areas without necessarily gaining access to physical bank halls. However, there are many times when the person sending the cash misses one or two digits of the user and ends up sending the money to a wrong number. This wrong receiver may rush to a nearby service provider and get the cash and as a result, the sender ends up being conned and his/he r efforts to get help from the network provider may prove fruitless. The service provided by these gadgets is of essence to the society, but its maneuver by non suspecting criminals is exposing the users to more losses than expected. Moreover, â€Å"the concept of time and space† has changed overtime by the use of the mobile phones (Fortunati 513). Instead of people meeting physically as they do most of the times, now they talk over the phone to solve any pending matters. Hence, issues to do with time such as being punctual at meetings is now solved. Although this service has improved communication, many people have adopted a culture of lying to their friends whereby if they are asked where they are, they state a place either far or near the person asking depending on the circumstances. This kind of mobile phone lies has made their use dangerous to our associations in society. Furthermore, it’s worth noting that nowadays when a cell phone user is bored, he/she resorts to this gadget. As a result, the person develops â€Å"cell phone dependence† (Leung 359).Advertising We will write a custom essay sample on Is Using Cell Phone Dangerous? specifically for you for only $16.05 $11/page Learn More This behavior has substituted the visiting of friends when we are bored or grieved by different circumstances. Many quickly get to social networks like Facebook and Twitter where they interact with thousands of friends that they meet online. The way people used to meet sometimes back no longer seems to work in this busy generation that is always embracing the changing times. When one gets annoyed with his/her online friend in the social network, he/she removes the friend unlike in the physical relationships where if one get upset with his buddy, he just walks away or even fights. However, psychologists would tell you that expression of hunger on the face is important than in writing either an SMS (Short Message Service) o r equally an email via the mobile phone. Physical expression has a strong touch where one part is able to show his feelings about a particular situation and the other responds in return. This adds value to the spoken word. Hence, the turndown of our lives with this mobile phone service is socially drawing us back. Last but not least, the cell phone usage has impacted greatly on students. Tully says that â€Å"the use of cell phones has had a negative effect on grammar† especially among the Short Message Service users (444). This is because, the more you get into doing something the more it becomes a habit. Consequently, when students do their homework, they end up using the same jargons that they have been used to on their mobile phone. In addition, since they are able to gain access to the internet via these gadgets, many students get tempted to cheat in examinations as they can easily search for the answers online. This kind of cheating is a crime since in the first place t hey are practicing plagiarism and many of them end up getting degrees they don’t deserve. Also, for the advanced phones, the students can use them to watch movies and other pornographic materials that they can access online. This draws their attention away from the classroom and as a fact, the use cell phones encourages bad morals that never existed in the ancient times. In conclusion, despite the many services that we get from mobile phones, their use comes with many effects. They predispose the users to radiofrequency radiations that are cancerous to their body tissues. These carcinogens are especially dangerous to young children whose cells are rapidly dividing thus exposing them to malformation. These gadgets have also changed our lives backwards as they have encouraged hacking of passwords and theft of credit card information exposing the users to unprecedented losses.Advertising Looking for essay on other technology? Let's see if we can help you! Get your first paper with 15% OFF Learn More It’s also worth noting that they have greatly impacted on relationships. In addition, they have encouraged negative morals in our schools where students watch movies in class as their instructors teach and cheat in exams by searching for answers from the mobile phone internet. Indeed, cell phones are small gadgets that are convenient to carry and easy to use but their usage comes with many setbacks that override their benefits. Works Cited Fortunati, Leopoldina. The Mobile Phone: Towards New Categories and Social Relations. New Haven: Yale University Press, 2002. Print. Larjavaara, Schuz. Gliomas in Relation to Mobile Phone Use: Case to Case Analysis. New York: Harper-Collins, 2006. Print. Leung, Louis. Leisure Boredom, Sensation Seeking, Self Esteem and Addiction: Symptoms and Patterns of Cell Phone Use. New York: Routledge, 2008. Print. Oberto, Rolfo. Carcinogenicity: Radiation Research. Boston: McGraw-Hill, 2007. Print. Tully, Claus. Growing Up in Technological Worlds: How Modern Technologies Shape the Everyday Lives of Young People. Greenwood Publishing Group, 2003. Print. This essay on Is Using Cell Phone Dangerous? was written and submitted by user Cody Parks to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Skills to Pay The Bills essays

Skills to Pay The Bills essays It has been 30 long years on the force and time has flown by. Who would have thought I had what it took to become Chief of police? I worked hard everyday and I loved every second of it. I have met so many people and seen so many faces. The best part of my job is I get to help people. There is nothing better than resolving conflict or bringing a hardened criminal to justice. I have done every job in law enforcement from street and traffic patrol to criminal investigations. Obviously, to be a good police officer one must be well rounded. I was not just a good law enforcement officer, I was the best. To be the best, an officer must be hardworking and determined. I was every bit of those words and I was successful. Unfortunately my time has come and gone. It is time for me to unlace my Hi-tek boots and trade them in for two first class tickets to the sunny skies of south Florida. I am retiring. As this story illustrates, to be successful in law enforcement, skills police o fficers must have are knowledge of the law, observation skills, and good decision making skills. One skill needed to be successful in law enforcement is knowledge of the law. A police officer that does not have common knowledge of the law should not have the shield. Every police officer takes an oath to the Law Enforcement Code of Ethics. According to Tom Barkers book, Police Ethics: Crisis in Law Enforcement, We will always depend on law enforcement officers who prescribe to the Law Enforcement Code of Ethics to respect the Constitutional rights of all men to liberty, equality, and justice (Barker 13). Police officers have to govern equally no matter what race, religion or creed. There is no room for prejudice in law enforcement. Barker goes on to state, The police in a free society, such as ours, have a hard task to perform. They must perform their duties and exercise their authority within the constraints of the law&quo...

Assess the importance of the African American population in US Essay

Assess the importance of the African American population in US politics - Essay Example xi). Historically, the African-Americans have been the largest identifiable minority group in the United States. The earliest writers of African-American ancient history were black men, who wanted to elaborate the achievements, and contributions of the people of African descent, in the United States.By the end of the nineteen century, the African-American historians were not trained in historical methods, instead they were educated than their predecessors (Hornsby, 2011). Nevertheless, the African American historians were better educated than the previous historians. Some of the notable African historians were like W.E.D Du Bois, whose writing was a breakthrough for the African American historian, Carter G. Woodson. During the nineteen century, many African-Americans got access to higher education and were able to travel. It was at this time that they were taken seriously because the wealthy elites in the United States believed in them. African-Americans shaped their own Africa, this process was during the nineteen century and the twentieth century, as the knowledge of African past increased (Painter, 2006). The African-Americans were denied the opportunity to education and personal advancements, until early 1950 and 1960`s. It was at this time that the National Urban League and the National Association for the Advancement of Coloured People, began to fight for the rights of the black, and had an effect on the black civil rights (Cliff notes, 2012). The only way to see a clear picture on the role, purpose, and the potential power of the African-Americans in the American politics system was in a vital outline of the structure, and the system that influenced and shaped the democracy of America. Democracy was referred to as a system of government, where the people elected men and women to serve their interests in the political, economic, and socio-cultural interests (King, 2010). In the United States the rule of the people or by the people is exercised after every four years. In the American democracy, the participation of the African-Americans in the political system has been obstructed by several reasons. Firstly, the African-Americans have succumbed to persistence of institutional disadvantage, such as refusal of certain states to acknowledge their rights as stated in the United States constitution that were established through the Supreme Court ruling, and implemented by the executive and the legislature branches of Government (King, 2010). Secondly, the African American involvement and incorporation has been limited by manmade fear and intimidation tactics. This was well known as the period of the Black Code and Jim Crowism, and some of these intimidations methods were like hanging of nooses and cross burning, which were the well-known instruments to keep black people oppressed and in fear (King, 2010). There were historical legal and extra legal tactics used to intimidate the African-Americans political involvement, some people stated that the African-Americans operated under a facade of democracy in America. Facade â€Å"represents a superficial and symbolic presentation of equality which distributes markedly different democratic tenets such a liberty, freedom, and justice† (King, 2010, p.12). In American democracy, this is referred to as a facade because it not only limits particular groups, it also interferes with the main purpose of government, all which are established for justice, to insure domestic tranquility,

Adler and Van Dorens The Activity and Art of Reading Essay

Adler and Van Dorens The Activity and Art of Reading - Essay Example (2014). In this case, I think that it is the students’ responsibility to apply the concepts taught by the teacher so that they can articulate them in their memory. In addition, learners have to incorporate initiatives of internalizing different concepts and knowledge that they receive from the teachers. Therefore, learners are obligated to act on things communicated to them, Adler, M. (1999). After reading â€Å"The Activity and Art of Reading† by Adler and Van Doren, I deduce my main role as a student is to be a thinker or a learner. In this aspect, I should consider the absence of a teacher as a motivating factor to help me have my books for a tutor: the book takes the position of a life instructor. Compulsorily, I should be very active in class by not only taking simple questions from the teacher but also tackling ideas raised by other students. In addition, I should feel free to express my own thoughts and ideas concerning the matter under discussion in the classroom. This will allow me to create my own knowledge and ideas about learning. Lastly, I have a role as a student to be motivated about learning. In this case, I am supposed to exhibit surmountable interests in learning. Adler, M. (1999) suggest that the main classroom duty performed by a teacher is to facilitate learning. In this case, the teacher communicates ideas and concepts to the students that are commonly referred to as aided discovery. The teacher is tasked with the role of monitoring various activities that learners are undertaking. In addition, the teacher is obligated to prepare learners with knowledge and prior experience so that the learning process can be conducted with expedite and efficiency. Other roles include managing the learning, managing activities and managing the group. Teacher diversity capital, according to Adler, M. (1999), is intended to develop teaching enrichment that embraces sensation and drives teachers to seek new prospects and ideas for building

Human Genetic Engineering and Religious Views Essay

Human Genetic Engineering and Religious Views - Essay Example    Likewise, human genetic engineering is been carried out to change physical appearances, metabolism or even enhance mental abilities such as intelligence and memory and refine physical capabilities.    Interestingly, as medical sources have surged deep into this form of human modification, more issues and debate over the authenticity of such an activity is erupting and climbing at a rapid pace. The basic questions that form into people’s mind regarding this subject are that ‘is carrying out genetic engineering a sin?’ or ‘is it unethical or ethical to perform such a task?’ or ‘is this modification a substitute of robbing us of our freedom?’ The main argument concerning human genetic engineering is that it is wrong to modify or manipulate a gene of a fetus, without their agreement. The second issue that parents have the right to remold their unborn child and the third debate is that every child has the right to come into this world without any deadly disease. Moreover, other researchers show that where people are already spending thousands of money and waste their time in enhancing their beauty by plastic surgeries, cosmetic, injections, diet, and exercise, it is better than they perform engineering for once, which is less tiring than these daily ventures. Similarly, it is an act of humanity if through genetic engineering a person is freed from the fatal illness. Nonetheless, the role of religious belief comes into play at this moment, where people need to make decisions. No matter how high a person is educated, when debatable issues emerge such as genetic engineering people always refer to their respective religion in order to shape their action.  

The Internet And Social Media

The Internet And Social Media Self-esteem is all about how a person views themselves. When a person has a healthy sense of self, they respect themselves and they possess the courage to try different experiences even if it means that they might fail. A positive sense of self is driven to make healthy decisions and does not search for negative influences to pattern after. Low self-esteem is the complete opposite; it entails feelings of loneliness and self-hate. Low self-esteem is a serious problem for many young people; they often feel that they are undesirable and not worthy of having long lasting friendships or love interest. These feelings are a normal part of adolescence but, children who have low self-esteem find that negative thoughts and feelings of self-loathing dont seem to disappear. A child who has a normal and healthy sense of self has the ability to overcome these feelings or find ways to cope with them. Children with low self-esteem often cant summons the energy to channel positive thoughts and feelin gs. To combat this problem, teens will search for things that will make them feel complete. According to (Bessie`re, Seay, Kiesler, 2007; Wan Chiou, 2006), feelings of inadequacy and meekness often leads young people to prolonged use of the Internet. Children with low self-esteem also feel that the important adults in their lives, constantly judge them on their performances in school and in other social situations. They feel a need for acceptance and love from their parents, peers and community. The Internet and Social media sites also provide children the opportunity to fill the void of despair by choosing negative and harmful role models to pattern themselves after. These role models become important to them, they feel a need to nurture them and allow them to grow. Many times, these characters are more important than actual face to face communication with peers and family. Internet addiction in this case is characterized as a child or young adult spending excessive amounts of time and energy on the internet or on social media sites. The child will often find himself visiting sites; posting pictures and communicating all day long, while neglecting their daily responsibilities and routines. Instead of having normal peer relationships and interactions, the child seeks; people to chat with on-line. Greenfield (1999) found that young people, who use chat-rooms in a marked degree, make up a large group of compulsive Internet users. For these participators, chat rooms and Social media sites become their primary outlet for interactions; relationship building and the fulfillment of social needs. These children often miss the opportunity to make friends in the real world because they start to believe that the people they meet on line can be trusted with personal information. Polls taken on students found that Seventy-two percent of school age range youth has adm itted to using internet chat rooms in excess on a daily basis. Young (1997) found that children lose out on peer interactions and academic opportunities due to compulsive internet use. Egger (1996), found eight prevalent indications of Internet addiction: 1. the child seems to overlook time spent when on line, 2. the child gets angry when he is asked to end Internet time. 3. The child steals time on the internet without parental permission, 4. The child exhibits a loss of interest in daily activities or relationships, 5. Child seems depressed and despondent when they are not on-line, 6. Child checks e-mails and Social Media accounts constantly, 7. The child seeks out friends on-line and forms new relationships and 8. The child uses chat identification names while off-line. A child can also find themselves developing addictive patterns like; checking media sites or entering chat rooms. On the Internet; a child who is normally shy and reserved, can create a whole new image and personality by joining on-line chat rooms. In a groundbreaking article, Rheingold (1996) argued that internet chat rooms and Social media sites are places that a child can act out a part in a role of their choosing. The child can create their own reality, while hiding behind a computer terminal. In these social media rooms, the child feels the freedom to re-create himself into the person he wishes to be. This gives the child the power to control his state of being. Instead of feeling powerless and non-existent, the child has the confidence that he never had before. On-line friendships in Social media sites become more important than actual relationships with family members and peers. This is why it is so easy for the child to become addicted to Social media; they seem to be a safe harbor for anyone who feels lonely and powerless. There are many popular sites that children use in order to chat with others; many times these sites condone sexually explicit behavior and messages. These sites have a large adolescent following; they offer the chance to chat with peers and create web pages that can be suggestive and inappropriate. Many children often feel free enough to explore their sexuality and desires without anyone knowing who they are. Arisoy and Davis (2009, 2001) states that despite the fact that overuse of Social media and Internet sites are seen as productive and gratifying to the user; it is actually an unhealthy way of coping with feelings of inadequacy. Facebook and MySpace are very popular Social media sites that teens with low self-esteem frequent. These sites are among the most popular social networking sites that children frequent today; with millions of teen followers (most under the age of 15). These sites allow the users to update their status as many times as they would like without fear of being reprimanded for inappropriate language or content. Lampe (2006) argued that the dominant reason why Social media sites exist is to bridge friends and family together; in spite of distance and time constraints. But what happens when these sites are abused by teens? These sites then become addictive and harmful to the user and can ultimately cause the child to perform poorly in school and in life. The allure to these sites seems to be the fact that children can create the self-image they always wanted to have. They can create an identity that mirrors the self-image they wish to have; while inviting the same peers who tease them to be friends with them. The child feels that the friends made on line are true and loyal. The child feels a sense of excitement and joy when their peers desire to view their page; this is seen as acceptance-even if the child is being deceptive. Children with self-image issues are given the platform to voice concerns and maybe turn the tables on awkward situations. Many children will hide behind Social media sites in order to empower themselves-sometimes in negative ways. Another effect that the internet has on self-esteem is cyber bullying. Cyber bullying entails using the internet or other electronic devises to harass or intimidate another person. Cyber bullying occurs when a child or group of children flood the internet or other electronic devises with negative images; slurs or rumors about fellow classmates of peers. Analysis establishes that cyber bullying causes both boys and girls feelings of exasperation, sadness, and desperation. Girls tend to respond with discontent but boys are preoccupied with feelings of possible revenge and score settling by the bully. This negative behavior has become a national problem; it is among the leading cause of teen suicide and school violence. Cyber bullies have many excuses as to why they harass their peers. Some say that they do it to get back at them for some wrong doing; another cyber bully says they did it because the class mate dressed and acted differently from other students. Children who have low self -esteem and are bullied feel unsafe in their surroundings. They feel that wherever they are, they can be touched by vicious and unfounded rumors on the Internet or physically harmed by the people who started the rumors. Children in this situation may feel too intimidated to tell a parent, family member or community leader. There is an unspoken rule that children in schools across the country follow; the no snitching or tattling rule. It often does not matter if the child is threatened or harmed in front of hundreds of their peers, that child feels that they cant tell. If they are brave enough to tell, the child will most certainly face retaliation and social humiliation by not only the bully but their friends also. These feelings of helplessness and confusion often lead the victim to either take their own life or the lives of the bully or other innocent people. Kessel (2012) stated that many victims of cyber bullying dealt with feelings of emotional distress; these feelings lead to depression, self-mutilation and or suicide. Pedophilia and predatory stalkers are also contributors to self-esteem and the Internet. In this case, children are preyed on while on certain Social media sites with the assumption that they are reaching out to young people their own age; but police reports and news articles paint a different picture. In the last few years; reports have invaded the news about the dangers of frequenting sites that have a large youth following. Pedophiles and stalkers prey on the young and naÃÆ'Â ¯ve; they use and contact children through their social media pages with false identities and backgrounds. The perpetrator is only chatting with the child in order to gain their trust and to acquire their personal information. After the offender gains that childs trust; they offer to meet them face to face with the promise of sex, drugs or some type of adventure. Often; these children are found sexually abused, psychologically scared or even worse- deceased. According to Melody (2007), in standard, there ar e three elements of staking: 1. there has to be a continuous sequence of unwanted behavior displayed by the stalker to the victim; 2. The stalker has to have made a threat toward the victim; 3. The victim has to have experienced a sense of uneasiness or danger as a result of the stalker. Recently, Facebook and other sites have promised to clean up its content by going in and deleting the member pages that contain explicit and suggestive language and content. They also vowed to delete the pages of children who post personal information such as; phone numbers, addresses and names of schools. Facebook and other sites only agreed to do this after a group of angry parents and educators called attention to the threat against our youth. Spitzberg and Hoobler (2002) argued that with the influx of Social media sites and other forms of technology, stalkers and pedophiles have better access to their victims. It is imperative that parents become active participants in spreading the word about the dangers of excessive internet use. Another link to self-esteem and internet use is negative body image. Teens are often ambushed with some type of media which includes circulars, videos, radio and Internet sites. Many young people and teens spend large amounts of time searching on fashion sites for the latest trend and fad diet. Children can spend hours in their rooms on various sites researching pictures of the perfect nose; eyes; stomach and behind. Many times these images are photo shopped and doctored to be flawless; the children feel that these images are real and should be aspired to. Young people with low self-esteem feel that their bodies are ugly and flawed so they are in search of what will make them feel whole. Many young women find themselves eager to have reconstructive surgeries done on their bodies due to these feelings. The Internet fuels these feelings of self-hate by encouraging young women and sometimes boys to fixate on images and celebrities body parts that they deem as attainable. The more these images are downloaded; more time consuming it becomes for the adolescent; this causes them to loose themselves in a world of unhealthy and detrimental thoughts. This time could be better spent interacting with peers and forming; lasting relationships outside of the home. Park (2005) suggests that the issues teens face with body image has taken an upturn with the surge in popularity of the Internet and Social media sites. There are many strategies parents can use in order to build higher self-esteem in children: parents need to create an open dialogue with children about their feelings and social interactions. Children who are disheartened feel that they have little chance to be successful in life. By opening the lines of communication; the child can express emotions and work out any aggression they might feel. This also gives the parent a better understanding on how to help the child through difficult times. Adults should show genuine care and concern toward the child and their particular issues; this will break down the wall of uncertainty and lack of trust between parent and child. Children can feel betrayed and angry when they sense that the parent is humoring them or being condescending; these feelings might lead the child to mistrust the parent and shut down. These assumptions could also lead the child to feel that their parents dont have their best interest at heart. To ensure that the child is not made to feel embarrassed or shunned, parents should think before they engage in an open dialogue. It is a good idea that parents establish an environment of optimism and concern about life and its ups and downs; be honest enough to tell them that we all face disappointments and hardships but stress the importance of not giving up. Have faith in the child/young person and display it- let the child know that they make a difference in the world. Dispense praise and positive assessment; chil dren feel their self-worth is contingent on how their peers view of them. To help reassure the child a parent can acknowledge when they attempt a hard task then, praise them for having had the courage to try. Learn to acknowledge what a child is feeling by asking them to identify their feelings. Parents of young children can even have a feelings chart hung in sight; with the proper title under each emotion. When the young child cant express their emotion in words, they can point to an emotion that best describes them. This will give the child the assurance that they are heard and understood by the parent while the parent teaches the names of the emotions and the best ways child how to handle them. Parents should also try to focus on the positive actions of the child instead of the negative ones so the child will feel confident and empowered instead of degraded and singled-out. Children love to imitate or follow after adults so it is important to allow children to see you take chances and step outside the norm. This action sends a clear message to the child; If I am brave enough to try, you can do it also. Encourage your child to use the creativity they possess; if they like to draw or paint, enroll them in an art class and participate. Lastly; trust that your child can handle making their own decisions; start with small issues then work up to large ones but keep the lines of communicati on open. For example; allow the child to choose their wardrobe for school. If there are questionable choices made, use that situation to positively discuss it. As time goes on, both sides will learn to compromise and talk out larger issues. Parents can also get children involved in activities away from home and the computer. Engaging in physical activity helps to stimulate the mind; build muscles and allows opportunities for positive social interactions. There are many strategies parents can use in order to combat excessive Internet usage in children. 1. Parents need to inform themselves about the internet and chat rooms; parents are not aware that their children are addicted to the internet because they know so little about it. Parents should ask their children to help them navigate through some of the social media sites. Allow them to assume the role of teacher while the parent praises them of their knowledge and understanding of the sites. This will make the child feel easier about sharing this information and create an opening for questions and answers. 2. Take a computer literacy class. If parents are not comfortable with asking their child to show them how to navigate the web, they can sign up for free classes. Places like the public library and community centers offer free or reduced priced classes that will teach the basics of computer usage. 3. Computers should reside in an open space in the home. This way; the child will not lock himself away in a room or spend enormous hours surfing unknown and unsafe sites. If the entire family has access to the computer, the child does not have the privacy to sneak away and use the computer inappropriately. 4. Adults also need to monitor childrens use of the internet. The child should not spend more than two hours a day on the Internet with each hour broken into half an hour intervals. By allowing children to use the internet in intervals, we give them an opportunity to explore other talents and interests that might not be utilized while on-line. 5. Parents should become detectives. Parents can log on and create their own page in a site that a child frequents; this way the parent will find out the types of conversations that takes place. Some may find this as intrusive but in some cases; it has to be done to save a childs life. 6. When choosing data plans for cell phones or other devises, limit the time and sites that the child can visit. There are many applications that can be downloaded on the phone to ensure the safety of youth and teens. Technology can be wonderful and beneficial if we learn to use it properly. In an effort to combat cyber bullying and online harassment it is a good idea to get teachers and school administrators involved. Some students are more comfortable confiding in teachers or counselors about cyber bullying rather than talking to their parents. They may feel that the teacher has a better understanding of these issues because they understand teens better. While in school, teachers should: 1. Discuss Internet safety and proper usage of cell phones and other devises. 2. Facilitate open dialogues in class about the dangers and warning signs if cyber bullying. 3. Give students the strategies to combat cyber bullying like; reporting it right away and keep personal business and information off the Internet. 4. Lastly, make an effort to let the student know that you are available to assist them with the issue. Parents can also turn to churches for seminars and small group discussions about self-esteem and internet use. Parents can play a role in self-esteem building by treating the child with respect and love, seriously listening to their views and opinions. Most importantly, parents have to remember that self-esteem is paramount in every childs development. When the child sees that this issue is important to you; they will take notice and start talk about their concerns. Now that we have identified the link between internet addiction and self-esteem, parents must be proactive and get involved with their children and their activities. Parents have to be able to recognize the signs of low self-esteem and be ready to help the child cope with their feelings. Parents have to be the childs first resource when their feelings and emotions seem to go awry. In order to be this resource, they have to become familiar with various strategies and plans that will aid the child. Parents should be prepared to notice the signs of low self-esteem and be willing to seek outside help. The Internet and other technologies have indeed changed our lives in meaningful and substantial ways; this why we have to help our children understand and assume the responsibilities of it.

The Basic Evils of Slavery in Narrative of the Life by Frederick Douglass :: American History, Racial Relations, Slavery

Slavery, as described by Frederick Douglass in Narrative of the Life, is wrong because it withholds a human’s basic desire for knowledge. People, regardless of race, have the right to Life, Liberty and Happiness and within that is the quest for knowledge and when this is hindered, a human is thrown into a state of mental darkness in which they become subhuman. Through this state, a human is molded into a mindless slave capable of no thoughts other than to serve his master. Refusing the right of knowledge and the pursuit of it is inherently wrong as stated by the Declaration of Independence. In this important historical document it is said that, â€Å"all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness† (US 1776). All men implies men of color as well as white men. Slaves, therefore, have the right to Life, Liberty, and the pursuit of Happiness. In the pursuit of Happiness there is the natural inclination towards education, which, in the insane system that is slavery, is repressed by the slave owner to ensure a more dehumanized slave. Douglass, at a very young age, begins to realize the relationship between the master and slave is instinctively in conflict and opposition because, â€Å"What he dreaded, I most desired. What he loved, that I most hated† (Douglass 945). When Mrs. Auld starts to teach him to read, he starts to reason that slavery itself is wrong. When Mr. Auld finds out and attempts to stunt this intellectual growth, Douglass states how, â€Å"the argument which he so warmly urged, against my learning to read, only served to inspire me with a desire and determination to learn† (Douglass 945). Mr. Auld’s plan had backfired. From this moment on Douglass, â€Å"understood the pathway from slavery to freedom† (Douglass 945) depended on him learning to read. But, Mr. Auld warns him from the start that if he learned to read, â€Å"it would make him discontented and unhappy† (Douglass 945). The ability to read would be a detrimental part of him achieving freedom, but since Mrs. Auld was forced to stop teaching him his A, B, C’s by her husband, he has to be creative in finding ways to learn how to read. He adopts a plan in which he is, â€Å"making friends of all the little white boys whom I met in the street.

Paikea and Garnder’s Intelligences

In the movie Whale Rider, Paikea, the main character, overcomes her struggles with Paka, her grandfather, and becomes the new leader of the tribe. Paka repeatedly rejects her throughout the movie for her gender. He is angry because she had lived after birth, while her twin brother did not. He scolds her everytime she attempts to try one of the excercises the boys are doing to see who will be the chosen one. Evaluating three of Gardner’s Eight Intelligences, readers can see how Paikea has naturalistic, intrapersonal, and also kinesthetic intelligences, and how she uses them to be a leader.Paikea has naturalistic intelligence, which is the ability to recognize patterns and relationships to nature. In the movie, Paikea gives speeches over her ancestry and history. She shows her knowledge over her Maori culture and the whales. A very good example of her relationship to nature is when she calls out to the whales. Paikea is one of the only ones who can call out to whales and be hear d. Towards the end of the movie she proves once again her intelligence, when she rides a whale into the water.Another intelligence Paikea has is intrapersonal, which is the ability to introspect and self-reflect. Paikea knows about her twin brother’s death after birth. She is aware that that is the reason Paka rejects her and although it hurts her, she does not resent him for it. Paikea also has poetic skills. Proof of this is her winning the poem and speech contest at her school. In the movie, Paikea is leaving New Zealand with her father and as they are driving by the water, she sees a whale.She realizes what she must do and asks her father to take her back home. Lastly, Paikea showed kinesthetic intelligence, which involves strength in physical movement and fine motor control. Paikea is surprisingly good in using the Taiaha, which is the traditional weapon used by males while fighting. She knocked down another boys taiaha during a scene in the movie. Paikea also shows her bodily motions while she is dancing with the rest of the girls at her school.Paikea also proves her kinesthetic intelligence when she is able to turn on the boat motor when her grandfather could not. She also swims to the bottom of the water to get her grandfathers whale tooth necklace back. In conclusion, these three intelliegences were shown well in Paikea throughout the movie. She overcomes the struggles with her grandfather and understands him for rejecting her. Paikea does not give up once in trying to show her grandfather that she is the one.

Global Marketing and RD Essays

Global Marketing and RD Essays Global Marketing and RD Paper Global Marketing and RD Paper Global Marketing and R D Chapter Outline OPENING CASE: Dove – Building a Global Brand INTRODUCTION THE GLOBALIZATION OF MARKETS AND BRANDS MARKET SEGMENTATION Management Focus: Marketing to Black Brazil PRODUCT ATTRIBUTES Cultural Differences Economic Development Product and Technical Standards DISTRIBUTION STRATEGY Differences between Countries Choosing a Distribution Strategy COMMUNICATION STRATEGY Barriers to International Communication Management Focus: Overcoming Cultural Barriers to Selling Tampons Push Versus Pull Strategies Management Focus: Unilever- Selling to India’s Poor Global Advertising PRICING STRATEGY Price Discrimination Strategic Pricing Regulatory Influences on Prices CONFIGURING THE MARKETING MIX Management Focus: Castor Oil in Vietnam NEW PRODUCT DEVELOPMENT The Location of RD Integrating RD, Marketing, and Production Cross-Functional Teams Building Global RD Capabilities SUMMARY CRITICAL THINKING AND DISCUSSION QUESTIONS CLOSING CASE: Levi Strauss Goes Local Learning Objectives 1. Explain why it might make sense to vary the attributes of a product from country to country. 2. Articulate why and how a firms distribution system might vary among countries. . Identify why and how advertising and promotional strategies might vary among countries. 4. Explain why and how a firms pricing strategy might vary among countries. 5. Discuss how the globalization of the world economy is affecting new-product development within the international business firm Chapter Summary This chapter focuses on the marketing and RD activities of global firms. The chapter begins with a re view of the four elements that constitute a firms marketing mix: product attributes, distribution strategy, communication strategy, and pricing strategy. : A firms marketing mix is the set of choice that if offers its customers. Many firms vary their marketing mix from country to country depending on differences in cultures, levels of economic development, product and technical standards, the availability of distribution channels, and so forth. The chapter discusses the strategic implications of each element of the marketing mix for an international firm. The link between marketing and RD is also discussed. The author stresses the point that selling a product on a global scale may require that a firm vary its products from country to country to satisfy local preferences. This may require a firm to establish RD centers in different parts of the world, and closely link RD and marketing in each region to ensure that the company is producing products that its overseas customers will buy. Opening Case: Dove – Building a Global Brand Summary The opening case explores how Unilever’s reconfigured its marketing mix for its Dove brand. Historically, Unilever had customized its products and marketing campaigns for each market, a strategy that not only resulted in duplication of effort, but also in organizational complexity. In 2003, Unilever shifted its strategy to develop a more globally standardized approach for Dove. The company now uses a basic message for the brand, and allows some customization at the local level. Discussion of the case can begin with the following questions: QUESTION 1: How would you describe Unilever’s approach to international markets prior to 2003? What were the advantages of this strategy? What were the drawbacks of this approach? ANSWER 1: Prior to 2003, Unilever more or less approached each market individually. The company often developed entirely different products and marketing campaigns for each market. In India for example, the company developed a shampoo designed to clean hair that had been oiled. But it also developed entirely different products for both Hong Kong and China. This strategy of customizing products, packaging, and messages to individual markets while allowing the firm to cater to the individual needs of customers also led to high costs, complexity, and confusion within the organization. QUESTION 2: In 2003, Unilever adopted its Real Beauty strategy. Explain how this new strategy differed from its traditional approach to foreign markets? How should this new approach help Unilever’s international sales? ANSWER 2: Unilever’s Real Beauty strategy involved establishing a basic product and message that could be used across several markets, but that allowed for tweaking at the local level. So, rather than developing a Dove shampoo and message for the Indian market, and for the Chinese market, and so on, the company used a basic message that Dove stood for the beauty of all women, and then the product and message was adapted to local markets. So, while the basic message is the same, in the Latin America, ads might show women touching each other, but in the United States, the ad might show women standing apart from each other. Moreover, the Real Beauty message was carried through other products like body gels and skin creams allowing Unilever to further reduce its costs. So far, the new strategy seems to be working. Dove is now a leading brand in the global market place. Teaching Tip: To see learn more about Unilever’s international operations and its Real Beauty strategy, go to { unilever. com/}. Lecture Note: To extend this discussion to Unilever’s efforts to market a new shampoo in several countries, go to { businessweek. om/globalbiz/content/feb2008/gb20080215_454648. htm? chan=search}. Chapter Outline with Lecture Notes, Video Notes, and Teaching Tips INTRODUCTION A) This chapter explores how an international business can perform marketing and RD activities to reduce the costs of value creation and add value by better serving customer needs. B) The tension that exists in most international businesses between the need to reduce costs and the need to be responsive to local conditions is pa rticularly predominant in this chapter as we look at the development and marketing of products C) The four elements that constitute a firm’s marketing mix, or set of choices the firm offers to its targeted markets, are product attributes, distribution strategy, communication strategy, and pricing strategy. THE GLOBALIZATION OF MARKETS AND BRANDS A) Theodore Levitt wrote lyrically about the globalization of world markets. Levitt’s arguments are worth quoting at some length since they have become something of a lightening rod for the debate about the extent of globalization. B) The current consensus among academics is that although the world is moving towards global markets, the continuing persistence of cultural and economic differences among nations acts as a major brake on any trend toward global consumer tastes and preferences. In addition, trade barriers and differences in product and technical standards also constrain a firms ability to sell a standardized product to a global market. Teaching Tip: Some firms area in the business of helping firms go global. One example is Global Reach { glreach. com/eng/intltrade/index. hp3} which focuses on international Internet marketing. MARKET SEGMENTATION A) Market segmentation refers to identifying distinct groups of consumers whose purchasing behavior differs from others in important ways. Firms must adjust their marketing mix from segment to segment. The goal is to optimize the fit between the purchasing behavior of consumers in a given segment and the marketing mix. B) International managers need to consi der the existence of segments that transcend national borders and understand differences across countries in the structure of segments. C) For a segment to transcend national borders, consumers in that segment must have some compelling similarities that lead to similarities in purchasing behavior. D) Where such similarities do not exist, there must be some customization if the firm is to maximize performance in the market. This customization may be in the product, the packaging, or simply the way in which the product is marketed. E) Global market segments are much more likely to exist in industrial products (e. g. , memory chips, chemical products, and corporate bonds) than in consumer products. Management Focus: Marketing to Black Brazil Summary This feature explores how companies are marketing to Brazil’s black population. Although Brazil is home to a sizable racial minority, to date companies have essentially ignored the market segment. Now however, companies are beginning to target the group using products and promotions specifically developed for the market. Discussion of the feature can begin with the following questions: Suggested Discussion Questions 1. Describe the differences between the black population in the United States and the black population in Brazil. What are the implications of these differences for the Brazilian culture as a whole? Discussion Points: Racial discrimination in the United States has made the country’s black population an identifiable subculture. In contrast, in Brazil racism has been more subtle, and the black population has not been excluded in the manner found in the United States. In fact, Brazil has encouraged marriages between blacks and whites. In the end, most African-Brazilians think of themselves as part of a culture that transcends race, rather than as black or white. Most students will probably suggest that this attitude promotes a more cohesive culture where biases toward or against certain groups are not prevalent. 2. How has Unilever targeted the black population in Brazil? How does the company’s strategy in Brazil differ from its strategy in other countries? What does your response tell you about Unilever’s overall global marketing strategy? Discussion Points: Because Brazil’s blacks think of themselves as falling into a range of skin tones, rather than being simply black, Unilever’s approach to the Brazilian market has been to target the entire population rather than certain segments. The company’s advertisements show people with different skin tones, not just blacks or whites, and its products are labeled as being for tan and black people so as to cover a greater range of consumers. Students will probably note that this strategy indicates that Unilever is using a localization approach for its marketing. Teaching Tip: Unilever’s web site { unilever. com/} is an interesting one to visit. You can click on countries and brands to see how the company sells its products in different markets. Lecture Note: To extend this discussion to include some of Unilever’s other efforts in foreign markets, consider { usinessweek. com/globalbiz/content/sep2007/gb20070926_123492. htm? chan=search} and { businessweek. com/globalbiz/content/aug2007/gb20070824_230078. htm? chan=search}. ? PRODUCT ATTRIBUTES A) Products sell well when their attributes match consumer needs. If consumer needs were the same the world over, a firm could simply sell the same product world wide. But consumer needs vary from country to country depending on culture and the level of economic development. In addition, firms are limited by countries differing product standards. Cultural Differences B) Countries differ along a whole range of cultural dimensions, including tradition, social structure, language, religion, and education. At the same time, there is some evidence of the trends Levitt talked about. Tastes and preferences are becoming more cosmopolitan. Economic Development C) Just as important as differences in culture are differences in the level of economic development. Firms based in highly developed countries tend to build a lot of extra performance attributes into their products. Consumers in less developed nations do not usually demand these extra attributes, instead the preference is for more basic products. Product and Technical Standards D) Notwithstanding the forces that are creating some convergence of consumer tastes and preferences, Levitts vision of global markets may still be a long way off due to national differences in product and technological standards. DISTRIBUTION STRATEGY A) A critical element of a firms marketing mix is its distribution strategy, the means it chooses for delivering the product to the consumer. B) Figure 15. 1 in the text illustrates a typical distribution system consisting of a channel that includes a wholesale distributor and a retailer. If the firm manufactures it product in the particular country, it can sell directly to the consumer, to the retailer, or to the wholesaler. The same options are available to a firm that manufacturers outside the country. Differences between Countries C) The four main differences between distribution systems are retail concentration, channel length, channel exclusivity, and channel quality. Retail Concentration D) In some countries the retail system is very concentrated, whereas in other countries it is fragmented. In a concentrated retail system, a few retailers supply most of the market. A fragmented retail system is one in which there are many retailers, no one of which has a major share of the market. Channel Length E) Channel length refers to the number of intermediaries between the producer and the consumer. If the producer sells directly to the consumer, the channel is very short. If the producer sells through an import agent, a wholesaler, and a retailer, a longer channel exists. F) In recent years, the Internet has helped to shorten channels as has the entry of large discount retailers to some markets. Channel Exclusivity G) An exclusive distribution channel is one that is difficult for outsiders to access. Japans system is often held up as an example of a very exclusive system. Channel Quality H) Channel quality refers to the expertise, competencies, and skills of established retailers in a nation, and their ability to sell and support the products of international businesses. The quality of retailers is good in most developed countries, but is variable at best in emerging markets and less developed countries. Choosing a Distribution Strategy I) The choice of distribution strategy determines which channel the firm will use to reach potential consumers. Since each intermediary in a channel adds its own markup to the product, there is generally a critical link between channel length and the firms profit margin. J) A long channel also has benefits. One benefit of using a longer channel is that it economizes on selling costs when the retail sector is very fragmented. Another benefit is increased market access. COMMUNICATION STRATEGY A) Another critical element in the marketing mix is communicating the attributes of the product to prospective customers. A number of communication channels are available to a firm. They include direct selling, sales promotion, direct marketing, and advertising. B) A firms communications strategy is partly defined by its choice of channel. Barriers to International Communication C) International communication occurs whenever a firm uses a marketing message to sell its products in another country. The effectiveness of a firms international communication can be jeopardized by three potentially critical variables: cultural barriers, source effects, and noise levels. Cultural Barriers D) Cultural barriers can make it difficult to communicate messages across cultures. The best way for a firm to overcome cultural barriers is to develop cross-cultural literacy. Source and Country of Origin Effects E) Source effects occur when the receiver of the message (the potential consumer) evaluates the message based upon the status or image of the sender. Source effects can be either positive or negative. A subset of source effects is referred to as country of origin effects (the extent to which the place of manufacturing influences product evaluations). Lecture Note: The class can be stimulated to think of some positive and negative source effects (German autos vs. German wine, Italian cuisine vs. British cuisine). Noise Levels F) Noise tends to reduce the chance of effective communication. In this context, noise refers to the amount of other messages that are competing for a potential consumers attention. Management Focus: Overcoming Cultural Barriers to Selling Tampons Summary This feature examines Procter Gamble’s (PG) efforts to bring tampons to the world. After purchasing Tambrands in 1997, PG found that marketing strategies that were successful in the United States failed to generate sales in many other parts of the world. PG, in an effort to reach new customers, has developed a new marketing strategy that is based on direct selling and relationship marketing. The strategy is currently being tested in Mexico, and if successful, will be implemented in other South American markets. Discussion of the feature can begin with the following questions: Suggested Discussion Questions 1. How has culture affected PG’s efforts to sell tampons around the world? Discussion Points: Culture has played a significant role in PG’s effort to sell tampons. While tampons are commonly used in North America and much of northwestern Europe, sales are almost nonexistent in other parts of the world. Many cultures link the use of tampons with a loss of virginity. The company has been forced to take a personal approach to marketing, and include education as part of its strategy. 2. PG has resorted to direct selling and relationship marketing to sell tampons. In your opinion, would these methods work in the United States? Why or why not? Discussion Points: Most students would probably argue that direct selling and relationship marketing would not be necessary in the United States where tampon usage is already high. Teaching Tip: To further explore Procter Gamble’s international marketing efforts, go to { pg. com/en_US/index. html}, and click on â€Å"PG Global Operations. † To see how PG changes its marketing mix across countries, click on several countries and follow a few products. Push versus Pull Strategies G) The main choice with regard to communication strategy is between a push strategy and a pull strategy. A push strategy emphasizes personnel selling whereas a pull strategy emphasizes mass media advertising. The choice be tween push and pull strategies depends upon product type and consumer sophistication, channel length, and media availability. Product Type and Consumer Sophistication ? H) A pull strategy is generally favored by firms in consumer goods industries that are trying to sell to a large segment of the market. In contrast, firms that sell industrial products or other complex products favor a push strategy. Channel Length I) Using direct selling to push a product through many layers of a distribution channel can be very expensive. In such circumstances, a firm may try to pull its product through the channels by using mass advertising to create consumer demand. Media Availability J) A pull strategy relies on access to advertising media. A push strategy is more attractive when access to mass media is limited. Video Note: China now has more Internet users than any other nation in the world – a situation which is sure to attract the attention of many companies that market or advertise their products using this medium. However, as the iGlobe Growing Internet Use in China Reflects Changing Society points out, Internet users in China tend to be quite different from Internet users in other countries like the United States. The Push-Pull Mix K) Push strategies tend to be emphasized more in the following circumstances: for industrial products and/or complex new products, when distribution channels are short, and when few print or electronic media are available. L) Pull strategies tend to be emphasized more in the following circumstances: for consumer goods products, when distribution channels are long, and when sufficient print and electronic media are available to carry the marketing message. Management Focus: Unilever- Selling to India’s Poor Summary This feature explores Unilever ’s innovative global marketing strategy. Unilever maintains a substantial presence in many of the world’s poorer nations where low-income levels, unsophisticated consumers, illiteracy, a fragmented retail distribution system, and unpaved roads make marketing difficult. Still, the company has managed to succeed thanks to its efforts to customize its marketing strategy to the local market. Discussion of the feature can begin with the following questions: ? Suggested Discussion Questions 1. Discuss the effects of India’s culture on each of the components of Unilever’s marketing strategy. What can Unilever learn from its experiences in India? Discussion Points: In India, Unilever faces numerous challenges to its marketing strategy. Income levels are low, consumers are unsophisticated and illiterate, the retail distribution system is fragmented, and the road system is poor. However, by adapting to the environment, Unilever has built a small, but successful business in the country. Because most consumers do not have access to television, the company posts advertisements in common meeting areas such as village wells and marketplaces. The company also takes part in weekly markets where it not only sells its products, but it also gives away free samples. Unilever has also made a strong effort to fit in with the country’s retail system, and stocks its products in small size packages in about 3 million stores, many of which are very tiny. 2. Is Unilever’s strategy in India a push strategy or a pull strategy? Explain. Discussion Points: Most students will suggest that Unilever’s strategy in India is a push strategy. The country has few mass media options, and consequently has been forced to take a unique approach to developing awareness of its products among consumers. Unilever representatives frequently establish a presence in locations where people tend to congregate such as riverbanks where clothes washing takes place, or the village well or marketplace. Teaching Tip: As noted earlier, Unilever’s web site { unilever. om/}is worth a visit. Go to the company’s Indian site by selecting it from the list available on the homepage and compare the company’s marketing efforts there to the strategy used in other countries. Global Advertising L) In recent years there has been much discussion about the pros and cons of standardized advertising worldwide. For Standardized Advertising M) The suppo rt for global advertising is threefold. 1) It has significant economic advantages. 2) There is the concern that creative talent is scarce and that one large effort to develop a campaign will produce better results than 40 or 50 smaller efforts. ) Brand names are global. Against Standardized Advertising N) There are two main arguments against globally standardized advertising. 1) Cultural differences among nations are such that a message that works in one nation can fail miserably in another. 2) Country differences in advertising regulations may block implementation of standardized advertising. Dealing with Country Differences O) Some firms have been experimenting with tactics that allow them to capture some of the benefits of global standardization while recognizing differences in countries cultural and legal environments. PRICING STRATEGY A) International pricing strategy is an important component of the overall international marketing mix. Issues to consider include the case for pursing price discrimination, strategic pricing, and how regulatory factors influence prices. Price Discrimination B) Price discrimination exists whenever consumers in different countries are charged different prices for the same product. Price discrimination can help a firm to maximize its profits. C) For price discrimination to work the firm must be able to keep national markets separate and different price elasticities of demand must exist in different countries. The price elasticity of demand is a measure of the responsiveness of demand for a product to changes in price. Demand is said to be elastic when a small change in price produces a large change in demand. Demand is inelastic when a large change in price produces only a small change in demand. D) The elasticity of demand is determined by a number of factors, of which income level and competitive conditions are probably the most important. In general, price elasticity tends to be greater in countries with lower income levels and greater numbers of competitors. Strategic Pricing E) The concept of strategic pricing has three aspects, which we will refer to as predatory pricing, multi-point pricing, and experience curve pricing. Predatory Pricing F) Predatory pricing involves using the profit gained in one market to support aggressive pricing in another market. The objective is to drive competitors out of the market. ? Multi-point Pricing Strategy G) Multi-point pricing strategy becomes an issue in those situations where two or more international businesses compete against each in two or more distinct (national) markets. H) The concept of multi-point pricing refers to the fact a firm’s pricing strategy in one market may have an impact on their rival’s pricing strategy in another market. In particular, aggressive pricing in one market may elicit a competitive response from a rival in another market that is important to the firm. I) The managerial message in all of this is that pricing decisions around the world need to be centrally monitored. Experience Curve Pricing J) Many firms pursuing an experience curve pricing strategy on an international scale price low worldwide in an attempt to build global sales volume as rapidly as possible, even if this means taking large losses initially. Firms using experience curve pricing believe that several years in the future, when they have moved down the experience curve, they will be making substantial profits and, moreover, have a cost advantage over less aggressive competitors. Regulatory Influences on Prices K) Firms abilities to engage in either price discrimination or strategic pricing may be limited by national or international regulations. Antidumping Regulations L) Dumping occurs whenever a firm sells a product for a price that is less than the cost of producing it. M) From the perspective of an international business, the important point is that antidumping rules set a floor under export prices and limit firms’ ability to pursue strategic pricing. Competition Policy N) Most industrialized nations have regulations designed to promote competition and to restrict monopoly practices. These regulations can be used to limit the prices that a firm can charge in a given country. CONFIGURING THE MARKETING MIX A) Standardization versus customization is not an all or nothing concept. In reality most firms standardize some things and customize others. When looking at the overall marketing mix and message, one often finds some aspects of standardization and some aspects of customization in all products depending on local requirements and overall cost structures. Management Focus: Castrol Oil in Vietnam Summary This feature focuses on the strategies and experiences of Castrol Oil in marketing its GTX brand of motor oil around the world. Castrol Oil is the lubricants division of the British chemical, oil, and gas concern Burmah Castrol. Castrol Oil’s GTX brand of motor oil is marketed as a premium brand. The feature focuses on the company’s entries into the lubricants markets in Thailand and Vietnam . Castrol has a unique strategy of appealing to consumers who drive motorcycles, in hopes of developing brand loyalty and retaining these customers as their countries develop to the point where cars are more common. This strategy worked well in Thailand, and is currently under way in Vietnam. Discussion of the feature can begin with the following questions: Suggested Discussion Questions 1. In underdeveloped countries like Thailand and Vietnam, the conventional forms of media that are common in developed countries, like glossy print media and television, are often absent. This problem is particularly pronounced in Vietnam. Describe how Castrol Oil overcame this challenge. Does the company’s approach seem prudent to you? Explain your answer. Discussion Points: In Vietnam, Castrol Oil has focused on developing consumer awareness through the use of billboards, bumper stickers, and signs that are displayed at roadside garages and motorcycle cleaning shops. In addition, Vietnam was one of places visited by soccer star David Beckham as part of a global marketing campaign for the company. Students will probably argue that given the lack of alternatives, Castrol Oil has done well with its communications strategy in Vietnam. 2. Would you describe Castrol Oil’s communications strategy in Vietnam as a push or a pull strategy? Explain your answer. Discussion Points: Students will note that a pull strategy generally relies on access to advertising media such as newspapers, magazines, television, radio, and the Internet. Because mass media options are limited in Vietnam, Unilever has turned to alternate communications methods such as stickers, billboards, and gas station signs. Accordingly, students will probably conclude that Castrol Oil is using a push strategy in Vietnam. ? 3. Castrol Oil emphasizes a premium pricing strategy. What elements of the company’s communications and distributions strategies support this premium pricing strategy? Discussion Points: Castrol Oil has priced its product at about three times the cost of cheaper imports from Taiwan and Thailand. Accordingly, the company has developed a slogan that indicates that Castrol Oil is the best quality lubricant in the market. Students will probably note that the company is currently focusing on targeting motorcycle users based on the assumption that consumers in this market will start driving cars when they become more affordable. Teaching Tip: To see more about how Castrol Oil handles its international marketing, go to { castrol. com}and click on the various country options to compare the products and services that are offered in different markets. Lecture Note: To get an applied look at how two companies market their products around the world consider visiting the web sites of Cadbury { cadbury. com/Pages/Home. aspx}and Kraft { kraft. com/default. aspx}. Both companies sells their products in many countries around the world, and by clicking on the various country locations, students can get a feel for which elements of the marketing mix have been standardized, and which have not. NEW PRODUCT DEVELOPMENT A) Firms that successfully develop and market new products can earn enormous returns. Firms to need build close links between RD, marketing, and manufacturing. Video Note: One issue which firms must contend with is protecting their proprietary property. The iGlobe China Rising: Intellectual Piracy in China explores how many companies have been negatively affected by intellectual piracy by China. The Location of RD B) Ideas for new products are simulated by the interactions of scientific research, demand conditions, and competitive conditions. Other things being equal, the rate of new-product development seems to be greater in countries where: )More money is spent on basic and applied research and development. ii)Demand is strong. iii)Consumers are affluent. iv) Competition is intense. Integrating RD, Marketing, and Production C) The need to adequately commercialize new technologies poses special problems in the international business, since commercialization may require different versions of a new product to be produced for different countries. D) A firm’s new product development efforts need to be closely coordinated with the marketing, production, and materials management functions. This integration is critical to making certain that: product development projects are driven by customer needs, new products are designed for ease of manufacture, development costs are kept in check, and time to market is minimized. Cross-Functional Teams E) One means of achieving cross-functional integration is to have cross-functional product development teams. Effective cross functional teams should be led by a heavyweight project manager with status in the organization, include members from all the critical functional areas, have members located together, have clear goals, and have an effective conflict resolution process. Building Global RD Capabilities F) The need to integrate RD and marketing to adequately commercialize new technologies poses special problems in the international business because commercialization may require different versions of a new product to be produced for various countries. G) Integrating RD, marketing, and production in an international business may require RD centers in North America, Asia, and Europe that are closely linked by formal and informal integrating mechanisms with marketing operations in each country in their regions, and with the various manufacturing facilities. H) Some companies allocate product development responsibilities using a global network of RD centers that develop the basic technologies for new products which are then picked up by RD units attached to global product divisions and used to generate new products to serve the global marketplace. Critical Thinking and Discussion Questions 1. Imagine you are the marketing manager for a US manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline some possible objections to this. Your CEO also believes that the pricing decisions in Brazil can be delegated to local managers. Why might she be wrong? Answer: While babies’ behinds serve the same function in all cultures, and the products technical standards may be similar, sensitivity to bodily functions does vary across cultures. Thus, the advertising message may need to be changed for different attitudes towards what is appropriate advertising. Likewise, where it might be progressive to show an ad with a male changing a diaper in some countries, in other countries this message could be lost or misinterpreted. Another consideration would be the noise level created by the advertising message of competitors products, which may well be different in Brazil. While local demand and price elasticity decisions should play an important role in Brazil, pricing should not be left solely to the discretion of the local managers. Since this is a global business, your firm will likely be competing in Brazil with some of the same competitors as elsewhere. Thus pricing decisions in one country can have an impact on pricing and competition in other markets. Similarly, your firm may want to position and price the brand similarly across different South American countries. 2. Within 20 years we will have seen the emergence of enormous global markets for standardized consumer products. Do you agree with this statement? Justify your answer. Answer: One could either choose to agree or disagree, while the best answer would likely hedge it somewhere in the middle. There are already enormous global markets already for products like Coke and Levis, but it is questionable whether there will ever be a global consumer market for Norwegian lutefisk. More global consumer markets will likely emerge, but there will continue to be national distinctions for many products. Lecture Note: In the fall of 2008, Levi Strauss was set to launch a global marketing campaign for its 501 jeans. 3. You are the marketing manager of a food products company that is considering entering the Indian market. The retail system in India tends to be very fragmented. Also, retailers and wholesalers tend to have long-term ties with Indian food companies, which makes access to distribution channels difficult. What distribution strategy would you advise the company to pursue? Why? Answer: The firm should sell to either wholesalers or import agents. Because the retail system in India is very fragmented, it would be very expensive for the firm to make contact with each individual retailer. As a result, it would be more economical for the firm to sell to wholesalers or import agents. Import agents may have long-term relationships with wholesalers, retailers, and/or other import agents. Similarly, wholesalers may have long-standing relationships with retailers and, therefore, be better able to persuade them to carry the firm’s product than the firm itself would. 4. Price discrimination in indistinguishable from dumping. Discuss the accuracy of this statement? Answer: In some specific instances this statement is correct, but as a general rule it is not. When a firm is pricing lower in a foreign country than it is in its domestic market, it can be difficult to distinguish dumping from price discrimination unless it is clear that the firm is selling at below cost in the foreign market. Yet when costs are reasonably well known and all prices are above these, or if the firm is pricing lower in its domestic market than in foreign markets, it can be reasonably concluded that price discrimination rather than dumping is occurring. . You work for a company that designs and manufactures personal computers. Your company’s RD center is in North Dakota. The computers are manufactured under contract in Taiwan. Marketing strategy is delegated to the heads of three regional groups: a North American group (based in Chicago), a European group (based in Paris), and an Asian group (based in Singapore). Each regio nal group develops the marketing approach within its region. In order of importance, the largest markets for your products are North America, Germany, Britain, China, and Australia. Your company is experiencing problems in its product development and commercialization process. Products are late to market, the manufacturing quality is poor, and costs are higher than projected, and market acceptance of new products is less than hoped for. What might be the source of these problems? How would you fix them? Answer: The dispersion of activities makes sense products are produced in the lowest cost location and marketed by people familiar with local conditions. (The RD in North Dakota must be a historical fluke. Yet this makes the coordination task extremely complex, and information required for successful commercialization is likely not being effectively communicated among all the appropriate people. Greater cross-functional integration in the new product development process should help to improve product development and commercialization. Closing Case: Levi Strauss Goes Local Summary The closing case explores how Levi Strauss, the manufacturer of blue jeans, changed its international marketing strategy to regain its competitiveness in the mid-2000s. Levi Strauss had watched its sales fall from $7. 1 billion in 1996 to just $4 billion in 2004. The company had failed to keep up with changes in the fashion market, and was out of touch with its consumer. A three part turnaround strategy was implemented, and by 2006, the company was beginning to see some improvements. Discussion of the case can begin with the following questions: QUESTION 1: What marketing strategy was Levi Strauss using until the early 2000s? Why did this strategy appear to work for decades? Why was it not working by the 2000s? ANSWER 1: Prior to implementing its turnaround strategy in 2005, Levi Strauss had been selling essentially the same product the same way around the world. The company was able to standardize its marketing mix because differences between markets were not well defined, and it was able to capitalize on its trademark name. However, during the 2000s, competition became more intense, and variations between markets more distinct. Levi Strauss, with its one-size-fits-all approach to markets saw sales drop significantly. QUESTION 2: How would you characterize Levi’s current strategy? What elements of the marketing mix are now changed from nation to nation? ANSWER 2: Most students will probably suggest that Levi Strauss is trying to pursue a transnational strategy that allows it to standardize some parts of the marketing mix, yet gives national managers the ability to tailor other parts of the marketing mix to local markets. One of the first issues Levi Strauss addressed as part of its turnaround strategy was reducing its domestic cost structure. The company closed its remaining domestic factories and shifted production to low cost locations. Levi Strauss also introduced additional products such as its Signature line that could be sold in low priced outlets like Wal-Mart. Finally, the company decentralized its marketing to local managers giving them flexibility to adapt to local market requirements. As part of the new strategy, new styles were introduced to meet differing style preferences. In addition, the company also revamped its promotion to reflect regional differences. Price and distribution were also changed. Pricing is now done on a market-by-market basis according to the competition in each market. QUESTION 3: What are the benefits of Levi’s new marketing strategy? Is there a downside? ANSWER 3: The changes Levi Strauss made to its strategy seem to be working. Growth is expected to be especially strong in developing markets. Most students will probably note that the decision to give national managers more autonomy meant that while the company lost the benefits of economies of scale in advertising and production that it had previously had, consumers’ demands were better met. However, some students may point out that the new strategy means that differences between national markets became are now more pronounced- a change that could be an issue further down the road. QUESTION 4: What does the Levi Strauss story tell you about the â€Å"globalization of markets†? ANSWER 4: Theodore Levitt suggested that consumer tastes and preferences are becoming more global, and that standardized consumer products will become the norm. In fact, Levitt might argue that in the world of blue jeans there are strong similarities in groups such as the teen market that run across national borders. However, he might be surprised to find that strong cultural preferences also seem to exist in the market. For example, Japanese consumers prefer skinny, black jeans, while women from South Africa prefer jeans with a little more room in the backside. Many students might conclude that while there are some similarities in markets, many of the similarities are too broad to allow for a standardized marketing mix around the world. Teaching Tip: To see how the recovery at Levi Strauss has progressed, go to { levistrauss. com/} and click on â€Å"International† then explore the various topics including values and vision, and company transformation. Lecture Note: Levi Strauss seems to be taking a more standardized approach to its marketing campaign. The company began a new campaign in the fall of 2008. More details can be found in the Wall Street Journal July 18, 2008, p. B7 â€Å"Levi’s Marketers Hope One Size Fits All†. Continuous Case Concept As automakers seek to expand their market share in foreign countries, they are challenged by the age-old question of whether they can sell the same model everywhere or whether a new model must be developed to meet the needs of each individual market. Some companies like BMW and Mercedes believed, when they made North American expansion a priority, that they needed to be closer to the market in order to get a real feel for local design preferences, and so consequently moved their production to the United States. Other companies like Hyundai and Kia have established design centers in Germany to take advantage of like minds and knowledge of the local market. Honda is predicting that buyers in India will be more attracted to motorcycles than traditional vehicles. Honda, together with its Indian partner, sold more than 4 million two-wheelers in India in 2007. In Japan, automakers are trying to figure out how to get younger drivers interested in actually owning cars. Japan’s younger generation is seemingly indifferent to the notion of car ownership, preferring instead to spend their money on other things entirely. ? Ask students to discuss how Ted Levitt would view the world’s auto markets. Would he believe that standardization of the marketing mix is possible, why or why not? Did Henry Ford have the right idea (you can buy the car in any color as long as it is black)? Next, develop a list of attributes that might be important in a car. What do Europeans consumers want in a car? How does this compare to the average American or Japanese consumer? For example, does the rugged pick-up truck driver image work in Japan? Does the sleek, powerful European car work in China? Then, consider the notion of a world car- a car that could be successful in any market. What factors could prevent the development of such a product? Consider issues related to culture, distribution, a country’s level of economic development, and so on. Finally, consider mistakes foreign automakers could make when designing their cars for foreign customers. How could the presence of a joint venture partner help the company avoid these mistakes? This exercise can be used as a summary discussion for this chapter, or it can be broken down into segments. For example, the second question of this exercise works well as an introduction to international marketing. The first question can be addressed after discussing the notion of standardization of the marketing mix, and at this point, you might also revisit the second question. Finally, the third question allows you incorporate previous discussion of the benefits of a joint venture to international marketing. globalEDGE Exercises Use the globalEDGE Resource Desk {http://globalEDGE. msu. edu/ResourceDesk/} to complete the following exercises. Exercise 1 You are the marketing manager of a diversified food and beverage company. Preliminary market research indicates that Peru holds significant opportunities for your products. Using an analysis of the Food and beverage industry in Peru that you found on Austrade, the Australian government’s trade portal, prepare a short report identifying the factors that need to be considered when formulating the marketing strategy for this country. Answer: The information can be gathered by searching the phrase â€Å"Austrade† at http://globalEDGE. msu. edu/ResourceDesk/. The Austrade site is found under globalEDGE category â€Å"Research: Multicountry. † Once on the website, click on â€Å"Export Markets† menu and select â€Å"Industries within Countries,†. Then select â€Å"Food and Beverage to Peru. Search Phrase: â€Å"Austrade† Resource Name: Austrade Online Industry and Country Information Website: austrade. gov. au/Industry-overviews/default. aspx globalEDGE Category: â€Å"Industry: Industry Specific† Exercise 2 A. T. Kearney publishes an annual study to help retailers prioritize their global development strateg ies by ranking the retail expansion attractiveness of emerging countries based on a set of criteria. Find the latest version of this Global Retail Development Index. What criteria are used to identify the attractiveness of the retail environment in emerging countries? Are there any countries in the top 10 that surprise you? Answer: The A. T. Kearney report can be accessed by using the search term â€Å"Global Retail Development Index† at http://globalEDGE. msu. edu/ResourceDesk/. The PDF report has the top 30 countries listed. The web page as well as the report describes in detail the criteria used. Search Phrase: â€Å"Global Retail Development Index† Resource Name: A. T. Kearney: The Global Retail Development Index atkearney. com/main. taf? p=5,4,1,131 globalEDGE Category: â€Å"Research: Rankings† Additional Readings and Sources of Information The Arab World Wants its MTV businessweek. com/magazine/content/07_43/b4055067. htm? chan=search Jack Daniel’s International Appeal businessweek. com/innovate/content/oct2007/id20071010_651037. htm? chan=search One World, One Car, One Name businessweek. com/magazine/content/08_12/b4076063825013. htm? chan=search Jaguar: Finally Ready to Roar? businessweek. com/bwdaily/dnflash/content/mar2008/db20080325_325999. htm Avoiding Faux Pas When Exporting businessweek. com/smallbiz/content/jun2007/sb20070627_897013. htm? chan=search

Cushing’s Syndrome Essay Example

Cushing’s Syndrome Essay Example Cushing’s Syndrome Paper Cushing’s Syndrome Paper Prolonged, extensive and inapt exposure to extreme glucocorticoids gives rise to Cushing’s syndrome. These glucocorticoids include topical as well as inhaled ones. This syndrome is a hormone problem, which is also called hypercortisolism additionally happens when the body is making a great deal of cortisol. If left untreated, this syndrome will result to a considerable rate of morbidity and mortality. When its signs and symptoms are florid, its diagnosis is uncomplicated. Incidence of Cushing’s syndrome is dependent on the population being studied. Prevalence of this syndrome ranges from 0. 7 to 2. 4 million population per year (Newell-Price et al, 2006). It is suggested by new data available that this syndrome is more common than it was formerly thought. There is a reported incidence of Cushing’s syndrome being 2% and 5% of those patients screened with type 2 diabetes; particularly those who had poor blood glucose control and had hypertension. These studies proved the diagnosis of Cushing’s syndrome not based on its clinical manifestation but based on its patient’s metabolic control improvement after the intervention of clinical measures for Cushing’s syndrome. Roughly 1 in 500,000 and a projected 10 to 15 of every million people are affected with Cushing’s syndrome each year. Cortisol is a hormone that has a number of essential functions. It sustains the body when it is faced with physical stress. It is also the hormone responsible for preserving the blood pressure within normal limits when there is blood loss due to accidents. The body makes more cortisol during stress brought about by physical illness as well as psychological problems. This hormone is also vital in the body’s metabolism (Health Source, 2008). The brain and pituitary gland are in charge as to how much cortisol the body makes. This hormone is particularly produced in the adrenal glands. These glands are the two small glands located on top of each kidney. Too much body’s production of cortisol may be a consequence of having a tumor (benign or malignant) in any of the glands. Widespread and frequent tumors are pituitary adenoma and adrenal adenoma. In some instances, tumors from other parts of the body may also cause an increase in the amount of cortisol that the body produced. Oftentimes, these tumors are in the lungs, thyroid and pancreas. Although this syndrome may be brought about by the body’s increase production of it due to tumors, most incidence of this syndrome is due to an increased, extreme and lengthy consumption of cortisone medications. Cortisol has a natural anti-inflammatory function. Physicians prescribed cortisol to treat and manage diseases where inflammation is the major dilemma. These diseases include asthma, rheumatoid arthritis as well as lupus. A familiar example of a cortisol medication is prednisone. These medications as a group are well known as corticosteroids, glucocorticoids, or steroids (Health Source, 2008). This medication is also utilized in preventing the rejection of transplanted organs. In cases like this, this medication may then be taken all throughout the particular patient’s lifetime. Signs and Symptoms of Cushing’s syndrome Being vigilant of the early signs and symptoms of Cushing’s syndrome is very important for its early detection, diagnosis and management. Recognizing its early mental manifestations and demonstrations will avert frustrations and spare patients a number of morbidity. When typical physical signs of Cushing’s arise, patients are already suffering enormously. The following early signs of Cushing’s syndrome are as follows: being depressed, irritable (Cushing’s patients illustrates themselves as having a â€Å"short fuse†), experiences insomnia, decreased / loss of libido, complains of memory problem especially impaired short-term memory and failure to focus attention and maintain their usual concentration (Kubetin, 2000). Symptoms of Cushing’s syndrome include the presentation of a moon facie. An increased of fat in the abdomen, trunk area and upper back also persists causing a buffalo hump look. The most distinguished physical manifestation of Cushing’s syndrome from that of obesity is the presentation of protein wasting-presence of thin skin. Patients may show skin bruising as their skin easily gets bruised. Stretch marks may be common in the abdomen, breasts and thighs. Women may experience an increased body hair and may have an irregular and even cessation of menstrual periods. Also, excess cortisol inclines to an elevated blood pressure. With this, patients may also experience high blood pressure. Increased incidence of occult Cushing’s syndrome is found in overweight and in patients with type 2 diabetes (Fonseca, 2004). Since an increased in cortisol can cause type 2 diabetes (non-insulin dependent); symptoms of diabetes like increased and frequency of urination, tiredness and exhaustion and blurred vision may also be manifested (Chiodini et al, 2007). Purple striae, osteoporosis, muscle atrophy and kidney stones are more numerous and common in men. Male and female patients presented the same gonadal dysfunction. Decreased bone-mineral density was revealed as one of the side effects of glucocorticoid use. Bone loss is worse in primary adrenal Cushing’s syndrome compared to the pituitary-dependent Cushing’s syndrome (Newell-Price et al, 2006). Moreover, Cushing’s syndrome attributed from production of adrenocorticotrophic hormone (ACTH) from solid tumors also causes life-threatening hypercortisolemia. These tumors may be bronchial carcinoids, lung squamous cell carcinoma or even carcinoid from the duodenum. All these tumors presented ectopic adrenocorticotropic hormone producing cortisol leading to excess cortisol in the body(Uecker Janzow, 2005). Diagnosis of Cushing’s syndrome Physicians (health care providers) will do a complete and thorough physical examination and history when obvious signs and symptoms of Cushing’s syndrome is presented by the patient. Signs and symptoms like: an increased blood pressure, thin skin bruises, buffalo hump look (fat in trunk and abdomen and thinning of arms and legs) and moon facie will be given a significant account. Patient will be assessed for any usage/treatment of steroid medications. There is an uncomplicated diagnosis once the patient presented the features and manifestations stated above and steroid management and therapy is being used. If the patient is not taking any cortisol/steroid medications at all, the following tests may be crucial and necessary: skull X-ray, MRI, CT scan, 24-hr urine cortisol test, dexamethasone suppression test and midnight cortisol assessment or late-night salivary cortisol(Health Source 2008). Biochemical verification of the hypercortisolaemic state must be recognized prior to any effort of obtaining differential diagnosis. This is done to prevent any misdiagnosis leading to unsuitable treatment and poor management (Newell-Price et al, 2006). No single test is perfect for the diagnosis of Cushing’s syndrome. Since each test has different sensitivities, the use of several tests is beneficial. The skull X-ray, MRI and CT scan are ordered to rule out tumors in the pituitary and other parts of the body. 24-hour urine cortisol test is done to verify if the body is making excessive amounts of cortisol. The binding proteins are saturated by excess circulating cortisol whereby it is then sent out in the urine as free cortisol. This is a straightforward evaluation of circulating free cortisol. This circulating free cortisol is biologically effective. Results showing 4x greater than its upper limit of its normal value is indicative of Cushing’s syndrome. The dexamethasone suppression test is done to prove and confirm the extra cortisol produced by the body is from the pituitary tumor or a tumor existing from other part of the body. There are two tests that are commonly used: the 48-hr or the overnight dexamethasone suppression test. For the 48-h suppression test, 0. 5mg dexamethasone is given every six hours x 4 times. Serum cortisol measurement is obtained during the first and last administration of dexamethasone. For the overnight dexamethasone test, 1mg is administered at midnight and the serum cortisol measurement is obtained the following morning. To rule out Cushing’s syndrome, the concentration of serum cortisol should not exceed 50nmol in either of the two tests mentioned above. Studies revealed that this test sometimes gives false-positive results. It is important to repeat this test as well as include other investigations if medical doubts remain high. Individuals with Cushing’s syndrome have no normal cortisol circadian rhythm. Midnight plasma cortisol concentration not exceeding 50 nmol/L rules out Cushing’s syndrome. In addition, salivary cortisol signifies the amount of free circulating cortisol. This screening is greatly appropriate due to its effortless collection of sample. Saliva is also stable in room temperature thus making it more suitable screening method. This test had been proven to be a good screening method based on its non-invasiveness and diagnostic performance (Cardoso et al, 2009). Once a diagnosis is established, apt initiation of medication therapy should then be made. The treatment and management of Cushing’s syndrome is dependent on the amount of extra cortisol in the body. Treatment of Cushing’s syndrome If the cause of the extra cortisol in the body is just due to the administration of cortisol medications, the physician may just lower the dosage of cortisol taken. In other cases, physicians may change the frequency of treatment. Every day dose may then be changed to every other day. If the body itself is making the excess cortisol, treatment includes medical therapy to lower cortisol and may also require surgery, chemotherapy and radiation to remove and treat the tumor. Medications like Metyrapone, Ketoconazole and Mitotane are prescribed to lower cortisol . The mechanism of action of these medications directly inhibits the synthesis and secretion of cortisol in the adrenal glands. These drugs may not be as efficient for long-term management of the syndrome. These medications are prescribed primarily as a preparation prior to the upcoming surgical procedure or as an adjunctive management post surgery (Newell-Price et al, 2006). Transsphenoidal surgery is done to remove the tumor from the pituitary gland without harming the pituitary function. Its results showed 60% to 80% of initial remission rate. If the disease persists, urgent reoperation is conducted. Ongoing requirement of alternative therapies are needed, as this procedure does not promise possible recurrences. Pituitary radiotherapy may then be required for persistent hypercortisolism after transsphenoidal surgery. The existing treatment of choice for Cushing’s syndrome is laparoscopic surgery for unilateral adrenal adenomas. The prognosis of this procedure is good, however, the results are uniformly unfortunate for patients with adrenocortical carcinomas. Adrenocortical carcinomas occasionally present metastases. Patients are also given a five-year survival duration. In addition, total bilateral removal of the adrenal glands produces rapid and great results in decreasing the clinical manifestations of patients. However, patients requiring a unilateral removal of the adrenal glands have the most excellent recorded results (Poulin et al, 2003). The need for a lifetime therapy of corticosteroids and glucocorticoids will be needed after the removal of both adrenal glands. Laparoscopic adrenal procedures give low morbidity that’s why this is considered as the main treatment for patients with Cushing’s syndrome. Some clinicians promote pituitary radiotherapy together with adrenalectomy to decrease the risk of Cushing’s syndrome. Prevention of Cushing’s syndrome It is really important to seek medical attention right away if one is taking steroid medications and are showing signs and symptoms of Cushing’s syndrome. Blood pressure as well as blood sugar levels should also be checked regularly. Individuals should be knowledgeable in terms of the medications they are taking and its side effects. The use of non-steroidal medications in managing inflammatory diseases should be given priority first prior to the use of steroids. References Cardoso, E. M. L. , Aggreger, A. L. , Tumilasci, O. , R. Contreras, L. N. (2009). Diagnostic value of salivary cortisol in Cushing’s syndrome. Endocrinology 70. 4, p516. Chiodini, I. , Adda, G. , Scillitani, A. Coletti, F. (2007). Cortisol secretion in patients with type 2 diabetes: relationship with chronic complications. Diabetes Care, 30, 83. Fonseca, V. , (2004). Occult Cushing’s syndrome. Diabetes Care, 27:5, 1253. Health Source – Consumer edition. (1 January 2008). Cushing’s syndrome. Kubetin, S. K. (2000). Early signs of Cushing’s. OB GYN News. International Medical News Group. Newell-Price, J. , Bertagna, X. , Grossman, A. Nieman, L. K. (2006). Cushing’s syndrome. The Lancet, 367, 1605. Poulin, E. C. , Schlachta, C. M. , Burpee, S. E. , Pace, K. T. Mamazza, J. (2003). Laparoscopic adrenalectomy: pathologic features determine outcome. Canadian Journal of Surgery, 46, 340-345. Uecker, J. M. Janzow, M. T. (2005). A case of Cushing syndrome secondary to ectopic adrenocorticotropic hormone producing carcinoid of duodenum. The American Surgeon, 71, 445-446.