Scope Case Study

STRATEGIC MARKETING Mid-Semester Exam Spring, 2009 Name: Erika Woodhouse 1. Evaluate the changes that have occurred in the Canadian mouthwash market in the past three years and their impact of Scope. Be specific. (20) In 1987 the growth rate for the mouthwash market experienced a 26 percent increase due to the introduction of new flavors. Brands were adding unique customization to attract consumers to their brand, and as a result the market as a whole grew. Since then the growth rate has declined to a level of 5 percent. 2. Management believes that the status quo is the best strategy. The team has been asked to make the case for and against this position, including in their discussion an evaluation of the positions of all or almost all members of the team. (20) a. _ Status quo_ b. _ Against status quo_ Scope should take action anddo something to compete with Plax and Listerine’s new claims. Proctor & Gamble states in their statement of purpose and strategy, â€Å"We will continuously stay ahead of competition while aggressively defending our established profitable business against major competitive challenges despite short term profit consequences. Therefore doing nothing is simple not an option. The market had an increase of 5 percent last year, while Scope suffered from a . 7 percent loss. Plax as a new competitor to the marked was able to achieve a 10 percent market share in over only three years, and will continue to grow and could take from our share if nothing is done. If we created a ‘better tasking pre-brush rinse’ we can also compare this to Scope when entered the market. Scope had all the same attributes of Listerine but offered a better taste, and was able to penetrate the market and be successful with a 12 percent market share in one year. 3. Management has wondered what impact the line extension strategy (using the Scope name) would have on overall profits of the Division if the price were held constant and if the price were increased 10 percent, assuming current volume. Accounting has provided the following information to assist in your analysis: Current variable cost: 20. 2/unit Variable cost likely increase with the line extension: 13% Total fixed cost: $2. 5 million + advertising, promotion, and general office costs. Scope should not introduce a line extension to compete. A line extension with the scope name would be likely to confuse its current customers. Also if the product fails it could reflect poorly on Scope. They also don’t have the ability to make a superior product; therefore they could hurt the brand image of providing qualit y and value.

Human imperfection Essay

There is a substantial debate among artists, critics and connoisseurs regarding the purpose of art. If views of painters like John Ruskin, writers like Robert Browning and art critic like Walter Pater are taken into account then it could be seen the perspective of the significance of art varies from person to person and school to school. Generally, the human race considers art as something that is pleasing to the eye or invokes certain emotions when viewed. And what many artists consider to be art is something which you can do and enjoy and in the end, produce something that gives a feeling of success. There are many different ways to express one using the concept called art. The most common style of art which most people think of when they think of art is the painting. The painting is usually just some form of paint media, whether oil or watercolor or whichever style it is, and the paint is then placed on some form of canvas. There are, however, literally hundreds of styles of art within the world. They range from the painting, which although never simple, isn’t necessarily the most complex way to express yourself. Art can even be considered in simple writing, usually in the form of poetry. The spoken word can have a more profound effect than physical art. A simple poem can invoke a range of emotions rather quickly. If a poem refers to someone who is close to the author, the author may feel overwhelmed when viewing their own artistic expression. But a painting can just as easily invoke the same feelings as a written piece of art. And a simple sketch has the chance of being just as profound. (Lamb, 243-245) In this context Ruskin’s point of view should be taken into account as he pointed out that the primary purpose of art is to evoke the value of god by showing the detrimental side of the human nature. He advocated this thesis with high degree of indulgence in his text ‘Modern Painters’. On the other hand Browning’s views of art were different from that of Ruskin but was not contrasting as he believed that perfection is what that all mattered in art. According to his views art should cover up the human imperfection and present a faultless, great and ideal image of the human being. His point of view on art was mostly presented through the characters Andrea del Sarto and Fra Lippo Lippi. It could be assumed that according to Browning art resembled whatever that was beautiful and faultless. In sharp contrast the point of view of Walter Pater completely rejects the previous two ideas. According to Walter Pater art should always be sensual and provoking. His idea of art completely ignores the aspects of spiritualities and sentiments along with any relation to emotion and theology. According to him any art that fails to evoke sensual feeling or satisfies the erotic feelings of the audience could well be labeled as failed art. In this context it would be relevant to quote Sir Kenneth Clark from his text ‘The Nude’. He mentioned that â€Å"no nude, however abstract, should fail to arouse in the spectator some vestige of erotic feeling, even though it be only finest shadow-and it if does no do so, it is bad art and false moral†. (Clark, 79) However, it can be stated that Art could be considered something as simple as an action someone has done for a cause or for somebody. If someone holds the door for somebody else, it could be their art to be generous and gentlemanly. Even acts of crime can be considered forms of art. In many thieving circles, the method of breaking and entering or robbing places is merely called the â€Å"Art of Theft†. Thus one can never really limit art to one thing. Rather, it is a wide arrangement of things. And one can never truly crack down and say that something is only artistic if it is of some particular kind of medium, because somebody else will disagree. It can be stated that Art is basically anything that anyone does which has a profound effect on somebody or something else. From a simple act of kindness to a masterpiece painting that took years out of somebody’s life. Some art can be considered more complex, and some art can be considered simpler in contrast. But, the fact of the matter is, in the eye of the beholder, art could be anything. So is it really possible for us to define what art is or can we really set any realistic guidelines as to what’s art and what isn’t art? It is always possible to create guidelines, but it is often considered an art-form in itself to break said guidelines. Similarly, the aesthetics of art could well be beyond the definition set by rigid guideline and logically thus the significance or purpose of art remains a relative concept. But defining what is aesthetic and what isn’t can also be quite an undertaking. Simply put, something that is aesthetically pleasing is something that appeals to the senses. For instance, flowers give a nice aesthetic sense of smell by offering their pleasant odors. A nicely painted picture can give off a nice aesthetic sight for somebody to enjoy. Often it is difficult to create something aesthetically pleasing, as there are many ways to easily offend peoples’ senses. For instance, if you wanted to create a painting to give off an aesthetic feeling of hope, you probably wouldn’t use an over abundance of dark colors. Dark colors are often used to show calmness or even more commonly, something sad and depressing. Also, when painting, if you use wider and more circular strokes with a lighter press on your brush, you’ll give off more depressing tones and colors. So, it would be more advisable to use lighter colors and more agile handling of the brush. Lighter colors often give off a feeling of warmth and happiness, which is something that you would like to be doing if you would like to create something hopeful. (King, 126) However, it can be stated that it doesn’t really matter whether or not we can define the significance of art, because art is just an expression. It is a method for human beings to get out their emotions and share them with the rest of the world. It helps to describe what cannot be spoken. A picture is worth a thousand words, but even those thousand words can yet again produce a thousand additional pictures. And in this method of thought, the significance of art has an infinite number of possibilities and an infinite number of ways to influence the lives of others. Thus the significance or the purpose of art lies in its spirituality, humane approach, sense of beauty and even sensuality all at the same time and there should not be any rigidity in this context. References: Clark, Kenneth; The Nude; (Alliance Publishers. 2002) King, H; Aesthetic Today (HBT & Brooks Ltd. 2005) pp 126 Lamb, Davis; Cult to Culture: The Development of Civilization on the Strategic Strata. (National Book Trust. 2004) pp 243-245.

Blog discussions Case Study Example | Topics and Well Written Essays - 1500 words

Blog discussions - Case Study Example We condemned those factory owners who employ workers in such hazardous workplaces at a basement wages as the main culprit of these horrible business practices. Unknown to us, we are part of the problem that caused such terrible working condition. We may be tempted to pass the blame on globalization but ultimately, but it is only the stage because ultimately the problem redounds to us as consumers in the first world? How? First, we have to understand that every time we make purchases, it is a vote on what kind of manufacturing set up or company we would like to exist in the market. In the market place, we, the consumers or customers are king and the businesspeople are only there to cater to our demands. So when we prefer to buy cheap clothes without knowing how and where it was made, it is tantamount to supporting this kind of business practice. In the same vein, every time we shun goods that have ethical practice because of their premium price, it is also tantamount to saying that we do not approve of their ethical business practice. If we want to stop inhumane practice of businesses, we should stop patronizing their products and only patronize products that do ethical business. And yes, the products of ethical business do cost more because doing business ethically that includes paying their workers right costs more. Unit 2: King of the Hill Dean Simon’s story is indeed inspiring. It embodied the entrepreneur’s unfaltering and never say die spirit to pursue a dream of building his ski resort. He faced many challenges which could make a regular businessman give up because they seemed to be insurmountable. Had it been for Dean Simon’s dream, I think he could have given up also. The challenges that Dean faced in building his ski resort typified the problems that a businessman faces in putting up a business. Except that in Dean’s case, his challenges were extraordinary because he has a big dream. The most obvious and persistent problem t hat Dean Simon had is the absence of capital to build the necessary infrastructures of his resort and pay his bills, the most nagging of which is his insurance bill. Such, he needs to perpetually raise it to fund the many activities of his starting business ranging from continuing the infrastructure of his ski resort, paying his bills, acquiring equipments etch. He is so short of money that he lives on hand to mouth existence that if not for family and friends, he would have nothing to eat. At some point, even his cramped trailer was repossessed for the obvious reason that he could no longer pay them. Since all of his money went into his business and even short at that, he had no salary and no social life. This kind of hardship went on for many years and his persistence is laudable to say the least. The documentary was incomplete because it did not show any update on what happen to Dean Simon now. The nagging question whether he failed or succeeded was not answered. It would have be en wonderful to know that his business has grown and is now successful to make him a good example that with dream, persistence and hard work, anything can be achieved even if the challenges seemed to be insurmountable. Unit 3: The new underclass The article may have discussed the issue of growing unemployment in Canada with s a â€Å"growing pool of well-educated twenty somethings scrapping it out for a limited

Analyzing an Experience Essay Example | Topics and Well Written Essays - 1250 words

Analyzing an Experience - Essay Example This is what initiates the pathway towards the transformation. The second stage, the Threshold, is when one tests his or her limit to break away from the boundaries into a newly formed threshold, just as Halifax discovered the grief after her mother’s tragic death. It is when the concealed truth is disclosed and â€Å"the gate to the unconscious† is re-opened (Halifax, 17). Finally the third stage, the Return, is when the individual realizes the deeper truth that had been hidden from him or her as a husk covers the core (Halifax, 16). The whole cycle leads an individual to the path of spiritual understanding which Halifax describes as a successful initiation experience where â€Å"the husk of alienation† is conquered (178). In his essay â€Å"Once More to the Lake†, the author E. B. White has explored the state of mind and the power of mental retention of experiences. As White recollects the memories of a visit he made with his son to a camp near a lake, h e points out its resemblance to the visit he made with his own father in 1904 (1). What is more important is his understanding of trivial details regarding the scenic environment and the natural context. White has looked upon the temporal development of a human being as it is captured in our minds as memories. As such, White’s experiences of his visits are aligned with the three stages of initiation experience which Halifax describes as separation, transition, and incorporation, namely Severance, Threshold, and the Return (15). Halifax explains that the pathway towards Threshold experience allows an individual to transcend the borders to move on from the realm of society to one which has unobstructed space (Halfax, 108). As such, White chooses to return to the natural setting of Maine to recollect memories of his childhood in an attempt to seek isolation from the social realm and realize the limits of life yet the longevity of time that brings him closer to nature. Therefore,

Mining Industry Research Paper Example | Topics and Well Written Essays - 1250 words

Mining Industry - Research Paper Example They are used in constructing the foundation of structures like houses, buildings and towers. They are also necessary in making pipelines and electric lines. Metals have really many uses in construction (Ballast, 2007, p. 216). Even the tools used by carpenters and the machines used in construction are all made from metals. Metals are not only used for construction and ornaments, they are also proven to be necessary in kitchen wares, dining wares, weapons, vehicles, coins, hospital equipment, factory machines, computers, appliances, and many more. Metals have been part of the daily life since they have the characteristics of having high tensile strength and conductive properties while some of them are ductile and malleable (Kjelle, 2006). Those unique characteristics make metals very important in the lives of people. Without them, technology will not be able to advance quickly and people will not have the tools that they need to make their works easier than before. Metals are extract ed from the earth together with other minerals that are necessary for survival of humankind. The activity of mineral extraction is called mining (Hartman and Mutansky, 2002, p. 1). It has been conducted many times already as people need minerals as raw materials for creating the objects that they use. Such dependence upon the minerals and mining has led to the understanding of the nature of the earth and considering it as the source of richness. Mining is not just a simple process of extraction as it gets the minerals from rocks, soil and other geological particles from the land or even under water. Geological materials may vary in size from big boulders of rocks to small stones and gravel (Hartman and Mutansky, 2002, p. 5). With the different sizes of materials, mining requires various approaches especially when extraction is needed to be done in reefs. Mining is usually undertaken to satisfy economic interests as some minerals are proven to be precious metals which cost very high in the market. People may find them to be expensive and the sellers will get lumps of wealth from the precious metals and minerals. Some people may think that it is easy to obtain minerals and metals but they are gathered in complex manners. In addition, processing must be done after the extraction before they become useful in the market. Normally the complex processes in extraction and refining add up to the market price of the metals (Hartman and Mutansky, 2002, p. 15). The said process in the aforementioned paragraph takes a long run wherein the extracted materials from the earth must be segregated to separate the metals from the waste materials. The separated materials called side materials may not be totally wasted but they are not the priority of the miners. In the mining area, it is a common sight to gather more waste than the raw metal (ore) during the whole mining activity in a given area. Because of the low chance of obtaining much ores, detailed planning in the quest for the raw metals and minerals are needed (Panagiotou and Michalakopoulos, 2000, p. 439). The whole activity puts in high expenses in the side of the companies involved in the activities. The waste separated from the ores during the mining process is classified as either mineralized or sterile. The former has the capacity to react with acids while the latter does not have any affinity for acids. The

Historical origins of sociology Essay Example | Topics and Well Written Essays - 1000 words

Historical origins of sociology - Essay Example Auguste Comte responded to the aftermath of the French Revolution and could see changes to society occurring with the coming of the Industrial Revolution. He is often credited as being the â€Å"father† of sociology. Comte sought to apply the scientific method and concepts of rationality which he defined as positivism to study human social forms. The field of sociology was formalized in the modern period by such thinkers as Emile Durkheim, Max Weber, and Karl Marx. East of these thinkers presented different theories that first sought to describe the way social and civic units were organized. These theories explained the importance of certain habits such as religion, aggression, or the way work was organized. In the West, Durkheim, Weber, and Marx are seen as the 'founders' of sociology as their theories, methods, and insights can still be used to understand and develop new concepts dealing with social phenomena today (Bilton et al, p. 5). But what is interesting is to raise th e question did sociology exist even before these thinkers arrived on the scene. Or if it didn't, what did it mean in other periods of history. Certainly there were thinkers who studied their societies at other periods of history, possibly in the same way that current thinkers study their societies. One can imagine an advisor to an Egyptian pharaoh saying to the king that the poor community should be organized in such and such a way. He may say that they should be next to bodies of water and arid land and as well to a military community. He would explain to the kind that the people who are currently paying the most taxes are the middle class and that they even recognize their responsibilities more to this one god than this other god. The king would ask why and the ancient Egyptian sociologist would then describe the history of the forefathers of that group of middle class people, to make it appear that their religion served certain needs which should be provided for. Durkheim, Weber, and Marx each studied the social organizations and the religions of various ancient societies. Also each of these thinkers eventually wrote works that were specialties and represented individual concentrations of each writer. For example, Durkheim wrote books on religion and also on suicide. Marx, of course is the most known of the thinkers. His work was more or less in economics and social theory that dealt with classes (Bilton et al, p. 100). Marx's partner, Engels wrote a books on the English working class. Weber's most famous book was The Protestant Ethnic and the Spirit of Capitalism", but he had also written on Roman medieval societies. Weber ventured outside his comfort themes to write about religion and Asian societies. He wrote about ancient Confucianism and Taoism. He also wrote on Hinduism and Buddhism. Durkheim and Marx also had studied different religions. Durkheim demonstrated the importance of religion in forming early societies and how some of its standard activitie s merged into civic activities. Durkheim’s theory of anomie, social deviance, today forms the basis for which many sociologists and criminologists build theories of social deviance and subcultures (Bilton et al, p. 386). His theories concerning the division of labor among growing societies help provide good understanding of Marx (who wrote before him) and other theorists. The early thinkers of western sociology were also familiar with economics. It was the changes which the Industrial Revolution had placed

Sony and Samsung Essay Example | Topics and Well Written Essays - 1000 words

Sony and Samsung - Essay Example Samsung has continually invested more than any of its rivals on its research and development, rising during the past couple of years to almost 9 percent of its revenue. It has a large and growing force of designers and engineers working in 17 research centers located all around the world (see Exhibit 6). Yun has also forced Samsung's own units to compete with outsiders in order to speed up the process for developing innovative new products. Samsung has also created the post of chief design officer to make sure that designers can get their ideas to top managers. Yun appears to be well aware of the challenges that lie ahead for Samsung. He understands that his firm must keep investing heavily into R&D and keep developing new factories in locations that offer lower costs. Sony probably restructure for a number of reasons. Companies typically restructure when they need to correct poor financial performance or to capitalize on market opportunities or to strengthen corporate value. Each of the five main change programs presented reasons why they were introduced. The changes are clearly sub-headed in the case and you'll find that towards the end of each main section, reasons are given for the next change in line. Just go through each section meticulously, and select a few relevant points to include. Centralized decision-making t... Companies typically restructure when they need to correct poor financial performance or to capitalize on market opportunities or to strengthen corporate value. Each of the five main change programs presented reasons why they were introduced. The changes are clearly sub-headed in the case and you'll find that towards the end of each main section, reasons are given for the next change in line. Just go through each section meticulously, and select a few relevant points to include. 3. To what extent did Sony's restructuring efforts centralize or decentralize decision-making within Sony Centralized decision-making tends to come from a particular group or at a particular location, usually from the senior team/HQ and is typical of hierarchical structures where information is passed down through the layers from the top. Decentralized decision-making suggests greater autonomy and the delegating of decision-making to lower levels of management or to different strategic business units. Sony seems to drift in and out of different approaches to decision-making - sometimes a centralized, sometimes a more decentralized approach. Scan the case and look for information relating to how decisions are made and look for some relevant points to include. At a couple of places in the case, there is direct mention of the terms decentralization and centralization. 4. How culturally diverse do you think the different Sony businesses were, for example, consumer electronics, entertainment, insurance, etc Include just a few brief points here and one or two assumptions. Is there likely to be different cultures in operation due to the nature of the businesses involved Would you expect a different level of cultural awareness and sensitivity in the

Exploring a Business Practice of a nurse managed health care facility Essay

Exploring a Business Practice of a nurse managed health care facility - Essay Example Quality service delivery and the becoming communities’ choice in medical provision, Valley Medical Group must have quality personnel, resources, and equipment that meet the current medical service delivery. Notably, from its records, it apparent that Valley Medical Group aims at providing quality medical services to its targeted communities especially from the fact that most of its medical staffs have the right certification that qualifies them from charging their duties. Additionally, the institution has numerous associates with experience that help in meeting the institutions mission towards attaining its vision. Moreover, the institution fulfills the regulations that require it to operate. This means that it will at all times be operational. The institution’s equipment also makes it the preferred institution for medical checkup especially the radiology (Perry, Serven, and Suescun, 2008). Meeting the laid down regulation including environmental regulation especially in the application of x-rays and disposal of wastes as well as having qualified radiology technicians, makes Valley Medical Group an institution of choice from by its targeted customers. Customers, in this case pat ients, will only go to medical centers where they are assured of their safety and not developing other medical conditionals fuelled by poor quality management of the medical institutions that they seek medical services. Therefore, Valley Medical Group’s environmental control mechanisms particularly its reduction of environmental radiation from X-ray makes attract many patients. Nonetheless, it should be noted this practices are never expensive if well followed and executed (Penner, 2004). For instance, the Valley Medical Group’s medical wastes are only paid for once a year as required by the state medical waste regulations. The financial management of every sound organization usually needs a sound financial management that is mainly pegged on the institution’s

Merger versus IPO or Acquisition Essay Example | Topics and Well Written Essays - 500 words

Merger versus IPO or Acquisition - Essay Example However, the company is bound by regulatory restrictions to seek prior permission to conduct this exercise; a permission that might be granted or otherwise rejected under strict terms of engagements. Another threat lies in the management of the many stocks. The company may get locked up in meeting the expectation of the public market both in the short term and into the unforeseeable future before embarking on a meaningful journey of expansion (Burton & Prasad, 1997). Kudler Fine Foods also has the option of expanding its operations through mergers or opting to acquire another firm within its line of operations. Noteworthy, these two options possess more or less similar opportunities and challenges. In fact, the special alchemy of a merger and/or an acquisition is that a combined effort is greater than the sum of individuals’ efforts (King, Slotegraaf & Kesner, 2008). Accordingly, it would be more valuable for Kudler Fine Foods to seek the services of another company than function as an individual entity. Merging with a company offering delivery services has the possibilities of giving Kudler Fine Foods a competitive advantage over other similar businesses in the market. Additionally, such a combined effort would set the company on a cost saving path related to the management of the delivery services of its food delicacies. Whichever option between a merger or an acquisition, the resultant company would give Kudler Company a synergetic com petitive strength to function efficiently and the capacity to acquire a greater market share with a re-doubled effect of generating more revenues. On the negative side, mergers and acquisition provide narrower market opportunities compared to an IPO. They are not only less efficient in market pricing, but they may also result into one or both parties losing vital control of key operational elements

Case study Assignment Example | Topics and Well Written Essays - 500 words - 2

Case study - Assignment Example In the evaluation and morale case, a number of problems emerge. According to the staff nurse, the nurse manager made some untrue against her in the report. In this respect, the problem of unfair evaluation emerges. Another problem also stems out of this context. The staff nurse’s morale is negatively affected by the report. The underlying adverse effect is directed towards the actual practice as much as it remains an issue with the staff nurse. This personal-practice-based implication of the report is a critical problem in the case. Over and above this, the staff nurse’s evaluation seems to have been directed towards one key event. In this respect, the progressive factor that should be captured in the report is not observed. Moreover, poor, inefficient, and ineffective communication between stakeholders (Phillips & Morris, 2011) is characteristic in the case. Finally, personal growth and development of the staff nurse is on the verge of being negated by the unfolding ev ents in the case. The above mentioned problems can be analyzed by employing a number of principles. An administrative problem that befalls any health care organization is critical (Burnard, et al. 2004). In the light of the case, it is important to understand the administrative standpoint of the nurse manager in executing her performance appraisal mandate. This is because the principle of dialogue is seemingly downplayed in relation to the manner in which the nurse manager executed the evaluation. Over and above that, issues to do with morality and ethics emerge. Moral and ethical principles are vital in analyzing problems related to nursing or any other health care practice (Walker & Avant, 2011). At the same time, it would be essential to account for professional platforms that are designed to promote personal and professional growth and development. In order to solve the problems described in the evaluation and morale case, a number of recommendations are

Long Term Care-Hospice Essay Example for Free

Long Term Care-Hospice Essay Hospice is a process to end-of-life care and a kind of support facility for terminally ill patients. It provides comforting care, patient-centered care and related services. Comforting care relieves discomfort without improving the patient’s condition or curing his illness. Hospice is extended in a healthcare facility or at home. Its objective is to provide compassionate, emotional, and spiritual care for the dying patient. The origin of the word â€Å"hospice† in medieval times meant â€Å"way station for weary travelers† (Perry). The first hospices were run by members of religious orders in the medieval times that cared for weary travelers whom found refuge with them until their death. Modern hospices are believed to have started in the United Kingdom in the mid-19th century in Dublin, Ireland. Roman Catholic Sisters of Charity provided a clean and caring place for the terminally ill. The name hospice was first applied to the care of dying patients by Mme Jeanne Garnier who founded the Dames de Calaire in Lyon, France, in 1842. The name was next introduced by the Irish Sisters of Charity when they opened Our Ladys Hospice in Dublin in 1879 and St Josephs Hospice in Hackney, London 1905. The practice became popular in England, Asia, Australia and Africa. It was only in the early 70s that the hospice concept was introduced and accepted in the United States through the efforts of physicians Cicely Saunders and Elisabeth Kobler-Ross. These practices included effective pain management, comprehensive home care services, counseling for the patient, and acceptance of death as the natural end of the care delivery by health care professionals, bereavement counseling after the patient’s death, and continued research and education (Wexler Frey). Quality care at the end of life soon combined with grief counseling and bereavement care. The government stepped in to contain health-care costs when reimbursement for inpatient hospitalization was significantly reduced. Home-based hospice care also became popular as a more inexpensive alternative to hospitalization or care in a nursing facility (Wexler Frey). The hospice concept was not immediately accepted by conservative health professionals. The concept emphasizes caring more than curing. It also allows interaction with complementary and alternative medicine practitioners. A hospice’s primary function or service is to enable the patient and his family to accept death as a natural part of the life cycle (Wexler Frey, 2004). In addition, it provides pain management and psycho-spiritual support and complementary and alternative therapies. Approximately 80% of hospice patients are in the terminal or end-stage of cancer. Traditional medical facilities provide pain medications when requested, a hospice administers these medications regularly and before they are needed. The intention is to prevent pain from recurring. Furthermore, the problem of addiction and other long-term consequences is not a concern in the case of terminal illness. The concern is to provide effective relief to the greatest degree possible (Wexler Frey). A second major service of a hospice is to relieve physical, psychological, emotional and spiritual discomfort to the patient’s family and others close associates (Wexler Frey, 2004). It relies on members of the clergy, pastoral counselors, social workers, psychiatrists, massage therapists and other trained volunteers to alleviate the discomfort. A hospice also provides grief and bereavement counseling and support groups to assist family members in expressing or resolving emotional tensions. And it allows the use of complementary and alternative therapies, in addition to conventional medicine, in the control of symptoms and in improving the patient’s well-being. A 2002 study conducted on the inclusion of such therapies showed that patients who received them expressed more satisfaction with hospice care than those who did not receive them. These therapies include acupuncture, music therapy, pet therapy, bodywork, massage therapy, aromatherapy, Reiki or energy healing, Native American rites, herbal treatment and similar methods intended to soothe the patient and his family and friends (Wexler Frey). A survey was conducted in 2000 on more than 9,000 patients discharged from more than 2,000 hospices on the services they received (Carlson, 2007). It revealed that 22% of them received five major palliative care services, which varied among the hospices. These palliative care services were nursing care, physician care, medication management, psychological care, and caregiver support. Approximately 14% of the hospices provided all five services and 33% provided only one or two services. Only 59% of these patients received medication management services. These included administering medication, dispensing correct dosages, and setting and following dosage schedule. Growth Projections The National Hospice and Palliative Care Organization reported that, as of 2003, there were 3,139 hospice programs in operation in the United States, Guam and Puerto Rico (Wexler Frey, 2004). The Centers for Disease Control and Prevention National Center for Health Statistics said that, in 2000, there were 11,400 combined home health and hospice care agencies, which served 1.5 million patients. It also reported that, at present, more than 90% of hospice care is delivered at home, although based in medical facilities. Hospital-based programs often provide hospice care in a wing or a floor in the building. There are also independent and for-profit hospices exclusively for the care of the terminally ill. Most programs offer both inpatient and home care and allow patients to use one or both types of service (Wexler Frey). In 2005, the National Hospice and Palliative Care Organization reported that more than 4,100 hospice programs were operating nationwide (Marshall, 2007). A third of these were for-profit companies. The rise in figures led financial analysts to view the hospice industry as among the strongest growing areas in healthcare. Hospice is cost-effective and more people are getting aware of the concept. Records showed that hospice spending had grown at 26% annually since 1989 as compared with 7% increase in overall health expenses in the same period. Despite this statistical increase, the hospice market has yet to be substantially tapped. Of the approximately 2 million apparent deaths in 2003, only 710,000 were in hospice. But new government regulations in the 80s boosted the growth of hospices. These regulations allowed hospice providers into assisted living centers and nursing facilities. Since their exposure to the patients, the industry became a more attractive enterprise. The hospice concept has grown from a voluntary effort to a highly profitable industry worth $9 billion today. It is predicted to continue growing as baby boomers opt for the â€Å"good death.† Of the 47 hospices in Colorado, 53% are non-profit and 36% are for-profit. Nationwide, for-profit hospices multiplied four times between 1994 and 2004 at six times the growth of non-profit hospices (Marshall). Issues and Approaches Hospices operate on thin investment margins of only 8 to 12% on the average and receive Medicare payments of only $125 per day per patient for routine home care (Marshall, 2007). They are lucky to have thousands of volunteers to support operation. But making a profit can be difficult. Medicare regulations state that hospice can be used only up to six months. Yet many patients die just weeks from arrival. If death comes within two weeks of admission, the costs go quite high. Another problem that for-profit hospices confront is maintaining a level of quality care (Marshall). Most hospices require physicians to estimate that the patient is unlikely to survive to six months (Wexler Frey, 2004). This intention is to maintain Medicare eligibility. This disqualifies terminal patients with uncertain prognoses, the homeless and isolated patients. Moreover, health care costs constrain patients to limit their stay in hospices. The shortened stay reduces the chance and time for pastoral and psychological counselors to help the patient and the family to deal with the situation effectively (Wexler Frey). Short stay also incurs more and more costly care (Solnik, 2002). Medicare and private insurers pay per diem, which means that reimbursements remain the same and hospices must cover the rest of the expenses. Furthermore, the patient may not need much care at times and that increases the delivery cost per day. But hospices realize they have to live with this reality (Solnik). Other problems arise when staying too long in a hospice (Solnik, 2002). Prior to admission, two physicians must agree that the patient probably has six months or less to live. The patient must also agree to replace the use of life-saving equipment and treatments with palliative ones. The purpose is to keep him comfortable. If he survives the six-month limit, Medicare payments drain and the hospice must eventually reimburse some of the payments (Solnik). The cost of more effective pain medication has added to the cost of hospice care (Solnik, 2002). Hospices admit they are losing money because of the treatment modes applied to end-of-life care. Regulations must cover all the expenses incurred in all the stages of terminal illness. Medical procedures, like chemotherapy and radiation, are frequently used to alleviate pain and symptoms and for cure. Intravenous medications tackle pain but are also costlier than other forms. The appearance of new and costlier drugs blurs the fine line between life-saving and mere comfort-giving. Chemotherapy can shrink a tumor to allow swallowing and radiation can ease or reduce pain. If the hospice is not well financed, one or two patients who demand these procedures can bring cost problems to the hospice. Shareholders who fear that the return on their investment is jeopardized may decide to cut down on staff. They may also shed off community grief centers, extensive bereavement care, alternative therapies, and inpatient care centers. The multicultural view of death is another issue in hospices in the United States and Western Europe (Wexler Frey, 2004). Migrants with Easter cultures have an entirely different perspective from those with Western cultures. The Chinese’s concept of death is a sharp example. The views of death and end-of-life values of other cultures should be incorporated into the policies of hospice care programs (Wexler Frey). The low rate and significant increase of physician services are additional troubles for hospices (Carlson Morrison, 2007). In most cases, hospice physicians participate only in care planning meetings, not in direct or actual patient care. The 6% increase in the number of patients receiving physician services was not considered significant. Still less than a third of these patients received hands-on physician services. This could be the offshoot of the original and non-medical concept of hospice care (Carlson Morrison). The range of hospice services provided in different regions has also been found to vary by region (Solnik, 2002; Wexler Frey, 2004). Patients in the Northeast received a significantly narrower set of services than those in other regions. Alternative forms of palliative care for end-of-life patients are quite common in the Northeast. These forms have recently expanded as hospital-based palliative care programs more than in other regions. This trend could have influenced the role and scope of hospice care offered in that region (Solnik, Wexler Frey). One more issue or problem is regulation of hospices itself (Solnik, 2002). In order to pay for hospice care, Medicare or a private insurer requires two physicians to sign a document that the patient has only six months or less to live. It then pays only for palliative treatment or management of symptoms and pain, not for the cure of the disease. This compels the patient to choose comfort or care over cure. The hospice industry has been by lobbying for a change in the regulation to allow or include curative treatment in hospice care. In collaboration with this initiative, the National Hospice and Palliative Care Association has also been lobbying for increased insurance reimbursements to include payments for costly procedures, like chemotherapy and radiation therapy (Solnik). Some approaches to these issues have been noted. Increased disease complexity, the diversity of diagnoses and symptom burden are likely to increase direct physician care (Carlson Morrison, 2007). The patient’s primary care physician may continue to monitor the patient’s condition but he is also unlikely to possess appropriate training, knowledge and skills on palliative care (Carlson ^ Morrison). Consolidation efforts in the industry has helped hospice care providers gain greater access to fund sources (Solnik, 2002). This is illustrated by the merging of hospice services among the Charles Hospital and Rehabilitation Center, Mercy Medical Center and Good Samaritan. They created Good Shepherd. They, however, found that reducing the costs of products and services would not sustain them without extensive financing or fund-raising (Solnik). Some studies focused on the availability of hospice care to the elderly in the rural areas (Solnik, 2002). Findings showed that the range of hospice services in the areas were comparable with those in the urban areas. The probability of fewer services in the rural areas can be dealt with by increasing reimbursement to cover trave l expenses and attract skilled health professionals (Solnik). A New York legislation would expand Medicaid payment for freestanding hospices in response to the six-month limit requirement (Solnik, 2003). The initiative encouraged the construction of freestanding hospices, such as The Visiting Nurse Service Hospice of Suffolk, Inc. on Long Island and the Hospice Care Network in Manhasset. Freestanding hospices would create and provide facilities for the exclusive use of hospice care. Hospice beds in hospitals and nursing homes are currently only a small part of the overall facility. This would provide family support to take care of patients who do not have it and need it in their condition. Hospice care providers consider freestanding hospices a potentially important part of their industry (Solnik). Community Assessment The City of South Bend in Indiana is the seat of St. Joseph County in a region known as â€Å"Michiana (Answers.com, 2008).† The region covers counties in Indiana and Michigan. South Bend is famous for the University of Notre Dame and the winning football team, â€Å"The Fighting Irish.† It has a 107,789 population as of 2000. The City’s has nine medical centers, prominently the Hospice of St. Joseph County (McMahon, 2008). Employment in the health care and social services is 13.4% of the total.(McMahon). The Indiana Hospice Palliative Care Organization supervises hospice care in the City. Among the issues it confronts are treating the homeless at the end-of-life, the costs of end-of-life care to elderly patients, pain management, care-giving at the end-of-life, and futile care (2007). Treating the homeless at the end-of-life is a major concern for the City. They can seldom access hospice service for lack of resources for inpatient hospice, a home or social supp ort (Indiana Hospice Palliative Care Organization, 2007). In addition, these homeless are already beset with substance abuse problems and mental illness. Their need for hospital care is 3-4 times greater than expected and 36% longer than poor patients who have homes and encounter similar health problems. Some organizations offer them medical respite, short-term shelter with basic services for those too sick to function on the street. These organizations cannot, however, care for those who are nearing death. (Indiana Hospice Palliative Care Organization). Keeping to a medication regimen is a critical problem among homeless patients. They lack the money to buy them, lose their belongings or suffer from symptoms of mental illness or substance abuse (Indiana Hospice Palliative Care Organization, 2007). Other problems they confront are the control of pain, the inability to discuss death and dying at home. Because of drug abuse, they may be opioid-tolerant and, thus, may need higher doses. If they stop taking drugs, they need specific treatment to handle withdrawal reactions. The homeless also less willing to discuss death on account of what they have been denied in life. A study found that the homeless expect to die suddenly and violently. This expectation affects their willingness to discuss death. The homeless are also unlikely to have a surrogate or confidant who can make decisions for them in the event of incapacitation. Ethics committees or court-appointed guardians take their place for the function. And dying at home is not an option because they have no home. They are also unlikely to observe house rules in hospices. Experts recommend that homeless patients at the end-of-life be encouraged to form trusting relationships to insure or enhance curative and palliative care at that period (Indiana Hospice Palliative Care Organization). City laws are slated for revision to respond to these issues ((Indiana Hospice Palliative Care Organization, 2007). One will direct the Health Department to name a commission, which will â€Å"enact rules for physicians to order for life-sustaining treatment.† The other revision will further strengthen healthcare powers of attorney. Living wills merely provide instructions concerning life-sustaining treatment. Powers of attorney concerning the end-of-life wishes of a patient belong to the spouse as first priority, followed by adult children and then close friends ((Indiana Hospice Palliative Care Organization).# BIBLIOGRAPHY Carlson, M. D. A., et al (2007). Hospice care: what services do patients and their Families receive? Health Services Research: Health Research and Educational Trust. Retrieved on November 20, 2008 from http://findarticles.com./articles/p/mi_m4149/os_4_46/ai_n27331524?tag=content;col1 Indiana Hospice Palliative Care (2007). Crossroads. Indiana Hospice Palliative Care, Inc. Retrieved on November 20, 2008 from http://www.ihpco.org/January%2007%20crossroads.pdf McMahon, P. M. (2008). Economic development for South Bend, Mishawaka and St. Joseph County. Project Future. Retrieved on November 20, 2008 from http://www.projectfuture.org/index.htm Marshall, L. (2007). The business of dying. ColoradoBiz: Wiesner Publications, Inc. Retrieved on November 20, 2008 from http://findarticles.com/articles/p/mi_hb6416/is_8_34/ai_n29369110?tag=content;col1 Solnik, C. (2002). Hospice industry: struggling despite being busier than ever. Long Island Business News: Dolan Media Newswires. Retrieved on November 20, 2008 from

Rheumatoid Arthritis (RA) and Guillain-Barre Syndrome (GBS)

Rheumatoid Arthritis (RA) and Guillain-Barre Syndrome (GBS) Inflammation is a protective reaction associated with vascular tissues in response to different stimuli such as irritants and pathogens. In addition, other causes of inflammation may include physical injuries and immune reactions on body cells and tissues. Therefore, inflammatory reactions serve to eliminate the stimuli and start the process of healing on damaged cells, tissues, and organs (Ferrero-Miliani et al., 2007, p. 227). Conversely, these inflammatory reactions can be chronic or acute. This essay presents the etiology, pathogenesis, diagnosis, clinical manifestations, prognosis, and the treatment of Rheumatoid Arthritis (RA) and Guillain-Barre Syndrome (GBS). Rheumatoid Arthritis (RA) Scenario: 45 years old woman started with severe pain in her hands and feet. She noticed that she could not shake her wrists whilst she was doing PE with her students in the gym. About 2 month later, when she was working in her yard, the pain became even more pronounced. She was digging the yard for make a path way. The garden working was difficult to do because every day her feet hurt and the strength in her hands was so reduced that even lifting a large boiling pot in the staff kitchen was difficult. At night times she put her hands under her pillow to try to reduce the pain so that she could sleep. Chronic immune inflammatory reactions can occur on synovial tissues in response to the synovitis, synovial cells, and the accumulated synovial fluid in the joints. This type of autoimmunity causes Rheumatoid arthritis (Majithia Geraci, 2007). The symptoms of RA are not only limited to the articular regions but they can also spread to other parts of the body. Therefore, RA affects the joints, skin, lungs, kidneys, blood vessels, heart, and other systemic tissues. In addition, the disorder leads to destruction of the ankylosis and cartilage lining the joints. It also causes nodular lesions on the skin and diverse inflammatory reactions on different systemic tissues (Majithia Geraci, 2007, p. 937). The clinical diagnosis of RA involves physical examination of symptoms, blood tests, x-ray radiographic imaging, and other differential diagnoses, which are aimed at distinguishing the symptoms of RA from other disorders. Moreover, the pathogenesis of RA entails proliferation and fibrosis of cells; the destruction of cartilage and bones; and pannus formation. These changes are caused by the activities of proteolytic enzymes, cytokines, and prostanoids in the synovial region (Majithia Geraci, 2007, p. 937). Here, inflammation is mediated by Tumor Necrosis Factor-alpha and Interleukin-1 (IL-1), which are the most notable pro-inflammatory cytokines in the disease process of RA. The two cytokines enhance the production of other inflammatory elements such as nitric oxide (NO) and prostaglandin E2 (PGE2). However, IL-1 has shown prominence in the pathogenesis of RA. Initial IL-1 release stimulates osteoblasts, synoviocytes, and chondrocytes. The cells take part in the inflammatory reactions, bone destruction, and pannus formation. Furthermore, the inflammatory reactions elevate the secretion of IL-1 relative to the progress of the disease. In addition, IL-1 stimulates the movement of neutrophils into the synovial region; the production and differentiation of lymphocytes; and finally the activation of macrophages. Additional IL-1 production leads to severe erosion of bone and cartilage, produces pain, and impairs tissue repair (Majithia Geraci, 2007). Lastly, Rheumatoid arthritis can be treated using medications such as analgesics, steroids, and disease-modifying antirheumatic drugs (DMARDs). In addition, non-pharmacological therapies such as physical therapy and nutritional therapy can halt the development of the disease. Conversely, the prognosis of RA shows varied symptoms in different patients such as disabilities, poor prognostic factors, and sometimes death (Majithia Geraci, 2007, p. 939). Guillain-Barre Syndrome (GBS) Scenario: A 33 years old man have a burning, sensitive, irritated sensation under his skin that spread throughout his arms and upper body over few months in the beginning of 2010. He noticed his sense of balance was lost. Then over a several weeks more symptoms presented themselves. His hands began to shake and tremor, his ears began buzzing, tickly in his left foot and the muscle spasms appeared, and muscle strength getting weak and pain grew in his thighs. His speech became jumbled and his left pupil dilated. Acute infections of the peripheral nervous system can cause an autoimmune reaction in response to the pathogens and the host tissues. These immune responses are targeted at pathogens such as bacteria and the influenza virus but instead they attack the gangliosides of the nerve tissues (Hughes et al., 1999). This is the basis of GBS, which leads to inflammatory demyelination of the nerves and multiple neuropathies. Consequently, GBS is characterized by impaired sense of position, paralysis, absence of fever, areflexia, and symmetrical weaknesses that begin with the legs and spread to the upper limbs and finally to the face. Conversely, analyses of the cerebrospinal fluid and electrodiagnostics provide important insights into the diagnosis of GBS. In addition, observable paralysis and areflexia can be used as the immediate indicators of GBS. However, additional differential diagnoses are important to distinguish the symptoms of GBS with other disorders such as the Motor Neuron Disease (Hughes et al., 1999, p. 74). The pathogenesis of GBS is associated with immune responses targeted at an acute infection. However, the pathogens involved in the infection contain epitopes resembling some components of the peripheral nervous system. Therefore, the immune reaction attacks the nerve components causing acute inflammation on the myelin sheath or the axon (Hughes et al., 1999). Furthermore, the inflammatory reactions cause severe demyelination in the nodes of Ranvier and nerve roots. These inflammatory reactions are mediated by both the cellular and humoral immune components such as activated T-lymphocytes, which invade the demyelinated regions and attract macrophages that destroy the nerve membranes. Additional demyelination is thus, mediated by the macrophages and components of the complement system. Lastly, the treatment of GBS entails providing supportive care for patients with paralyzed diaphragms and intravenous injections of immunoglobulin for stable patients. In addition, administration of plasmapheresis is recommended. Conversely, except for isolated cases of persistent areflexia, the prognosis of GBS shows that most patients begin recovering at the forth week after the onset and they can be completely healed after a few months or one year. Conclusion The essay presents a detailed discussion on two inflammatory conditions, which are caused by immune responses that target cells, tissues, and organs in the body. Therefore, the essay examines the etiology, clinical manifestations, diagnosis, pathogenesis, treatment, and the prognosis of Rheumatoid arthritis and Guillain-Barre Syndrome (GBS). From the discussions above, it can be deduced that inflammation is a serious complication, which occurs in the whole body or within a specific tissue and causes acute or chronic symptoms. However, most inflammatory conditions are treatable and preventable.

The Customer Satisfaction By Measuring Service Quality Tourism Essay

The Customer Satisfaction By Measuring Service Quality Tourism Essay The measurement and management of service quality are fundamental to the survival and success of service companies Legcevic, 2008. The hotel sector is a large segment of the service industry which provides services and accommodations to a wide range of customers. To make sure that a hotel is satisfying its customers needs, it is necessary to measure service quality periodically to identify areas in need of improvement. There are several methodologies used for measuring service quality, but this research study shall employ one of the more popular models called the SERVQUAL model. This theory was developed by Parasuraman, Zeithaml and Berry. They were early researchers studies about the concept of quality (Jain and Gupta, 2004). The SERVQUAL model was created to measure service quality as perceived by the customer (Parasuraman et al., 1985). According to Shangri-La Hotels Annual Report of year 2008 and 2009, the occupancy rate of the Shangri-La Hotel, Bangkok has declined continuously (Shangri-La Asia Limited, 2008, Shangri-La Asia Limited, 2009). The most likely cause of this problem is the political instability that hit Thailand recently. On the other hand, it is possible that this decline in the number of customers was a result of a decline in service quality. Even though the Shangri-La Hotel continued to emphasize customer needs and provide excellent service to their customers, it is still crucial to measure service quality to ensure that the customers are satisfied with the hotels services and responsiveness to customer needs. The result of measuring service quality also helps management to understand exactly what their customers expect from the hotel and the level to which they are satisfied with their experience at the hotel. This measurement model functions as a tool to promote communication between the hotel man agement and their customers. This research was conducted to observe customer perceptions about hotel services by measuring service quality using the SERVQUAL model at the Shangri-La Hotel, Bangkok. The benefits of this research are not just to understand the level of customer satisfaction; but moreover, it can use as a guideline to enhance service quality and promote customer loyalty. Title of project: A Study of Customer Satisfaction by Measuring Service Quality; A Case Study of Shangri-La Hotel, Bangkok Statement of research problem: A continual decline in the number of hotel customers over the past few months has had a direct effect on the hotels income. The main factor which is believed to have caused this decline was internal political instability in Thailand. In an effort to transform a crisis into opportunity, this is an appropriate time to observe customer perceptions of service quality in order to help hotel management improve quality and prepare their business for when the situation returns to normal. Project objectives: The objectives of this research are as follows: To measure service quality of Shangri-La hotel, Bangkok by using SERVQUAL model, To understand the relationship between customer satisfaction and service quality, and To gain a clearer understanding of customer perceptions of service quality from Shangri-La Hotel, Bangkok in order to improve hotel service quality in the future. Conceptual framework Reliability SERVQUAL Dimensions Responsiveness Assurance Customer Satisfaction Empathy Tangibles Scope of the study: The scope of this research focuses on measurement of service quality at the Shangri-La Hotel, Bangkok by using the SERVQUAL model which considers service quality from the following five dimensions: a) reliability, b) responsiveness, c) assurance, d) empathy and e) tangibility. The sample population would be a random sample of 100 hotel customers during the period from June to July, 2010. The survey technique would employ the use of questionnaires. This study focuses on the relationship between customer satisfaction and service quality. Definitions of terms used in the study: SERVQUAL model: An instrument for measuring service quality comprised of five dimensions such as: a) reliability, b) responsiveness, c) assurance, d) empathy and e) tangibility. Parasuraman summed up that customers perceive service quality by comparing their expectations with the actual organizational performance, and they evaluate service quality in different dimensions (Parasuraman et al., 1988). Service Quality: A product or outcome of all the staff managers of the Shangri-La Hotel, Bangkok working together to satisfy their customers. In other words, high-quality service is a service that meets or exceeds customer needs and expectations (Wisniewski, 2001). Customer Expectation: is prediction service of customer that hotel should be provide to them. Predict service directly influence customer satisfaction evaluation (Zeithaml et al., 1993) Customer Perception: A feeling or sense possessed by the customer which is derived from their experiences at the hotel. Customer Satisfaction: The level to which a customer perceives that their expectations were met in the transaction with the hotel (Hallowell, 1996). Assumptions: A customer who receives a high level of service quality from the Shangri-La Hotel, Bangkok is more likely to be satisfied with the overall level of service at the hotel. Limitations: Size of sample: The political uncertainty in Thailand during the past several months resulted in a decrease in the number of tourists all over Bangkok. Furthermore, the occupancy level at the Shangri-La Hotel, Bangkok has been suppressed due to a reduction in room availability for internal renovations. The limited number of hotel customers may limit the sample size, leading to sample error. Time frame of data collection: The time frame is a major problem for this research because the research time table is quite short, especially considering that this season is the low season for tourism in Thailand. Since the tourist numbers are much lower than during high season, it could be difficult or impossible to reach the appropriate sample size. Human ethics considerations: This research is being conducted for educational purposes to learn about customer satisfaction at the Shangri-La Hotel, Bangkok. For this reason, the hotels management is allowing researchers to collect data from their customers. Therefore, the researchers should not force the customers to complete the questionnaire if they are hesitant. The questionnaire is being designed so that it does not contain sensitive items which would make customers feel uncomfortable. Practical significance: Measuring service quality is more difficult than measuring the quality of manufactured goods because the nature of services is intangible (Bergman and Klefsjo, 1994). The SERVQUAL model is an efficient tool to help measure service quality and clarify customer satisfaction. The result of this research would be useful for the Shangri-La Hotels management and staff members so that they can better understand their customers level of satisfaction with perceptions about the hotels services. It will help hotel management in their efforts to maintain and improve hotel service quality. In addition, other hoteliers and organizations within the service industries sector could adapt this research to use as basis for studies into their own organizations. Background information: Shangri-La Hotels and Resorts is a well-established Asian hotel chain in major cities throughout Asia, Oceania and The Middle East. The headquarters is located in Hong Kong. Shangri-La Hotel, Bangkok is one property of many properties of Shangri-La Company, located in the Silom district, has a total of 799 rooms including serviced apartments and other facilities such as restaurants, conference rooms, spa, swimming pool and tennis courts (Shangri-La Hotel, 2010). Shangri-La Hotel, Bangkok is located in a convenient place next to the Chao Phraya River which is the main river of Thailand, and is only half an hour from Suvarnabhumi Airport and 10 minutes away from central business by BTS Skytrain. For these reasons, this hotel has the ability to attract numerous tourists. Furthermore, Shangri-La Hotel, Bangkok is connected to Sathorn Pier, so tourists can take public boats or long tail boats to travel to and visit several kinds of tourist attractions easily such as the Temple of Dawn, the Grand Palace, the Flower Market and Khaosan Road. There is a high diversity of tourism industries which promote the economy in this district and along this river. However, in recent years, the Thai economy has experienced difficulty for a variety of reasons. Figures 1 and 2 compare the performance of Shangri-La Hotels and Resorts in the period from 2007 to 2008 with the period from 2008 to 2009. Figure 1: The Shangri-La Hotel Weighted Average Room Yield 2007-2008 Source: Shangri-La Asia Limited (2008) Figure 2: The Shangri-La Hotel Weighted Average Room Yields 2008-2009 Source: Shangri-La Asia Limited (2009) The figures above show that there was a significant decline in the performance of Shangri-La Hotels and Resorts, Thailand in 2008 compared with 2007, and this decline in performance continued into 2009 with a drop on average room occupancy. According to the 2008 Shangri-La Asia Limited Annual Report, occupancy and RevPAR for Shangri-La Hotels decreased in 2008 by 15 and 10 percentage points respectively (Shangri-La Asia Limited, 2008). Moreover, the overall weighted average RevPAR for Shangri-La Hotel and Resorts Thai properties decreased a further 11 percent in 2009 (Shangri-La Asia Limited, 2009). The global financial crisis, the extensive renovations at the Shangri-La Hotel, Bangkok and political uncertainty are cited as the main reasons for this decline. Literature review: There are several pieces of literature regarding studies of service quality which say that if a customer had a pleasant service experience, they would probably use that service again and would be likely to invite their friends or tell someone else to utilize those same services. In the same way, if customer had a poor service experience, they generally never forget about it, and many customers will complain and go elsewhere (Assael, 1987, Farrington et al., 2009, Peter and Olson, 1987). Word of mouth is a powerful communications tool. Customers may tell others whenever they experience poor service quality, and this would have a direct effect on the organizations image resulting in an eventual decrease in revenue. The power of this communications tool has always been evident from the past until the present. Consequently, organizations must always ensure that their service quality is the most pleasant and best to generate customers satisfaction. This is because the backbone of service organization growth is not just a high quality product or pricing strategy, but it is also the combination with good customer service. When customers receive good service the outcomes are positive(Farrington et al., 2009). Nowadays, companies increasingly emphasize service quality and customer satisfaction throughout, so that they can increase customer loyalty, because it has determined that high customer loyalty is key to success in their market segment(Cronin et al., 2000). Service quality is widely studied and useful in service industries(Carman, 1990, Collier and Bienstock, 2006, Cronin and Taylor, 1992, Cronin et al., 2000, Gronroos, 1984, Parasuraman et al., 1985, Parasuraman et al., 1988). Many scholars have taken an interest in service quality issues because of their intangibility, which makes them very difficult to measure (Bergman and Klefsjo, 1994). For these reasons, several researchers created a model to help clarify the measurement of service quality. The most popular and extensively used models are Gronroos Service Quality Model and Parasuramans Gap Model (Legcevic, 2008). It could be describes of each model as following; Gronroos Service Quality Model splits customer perceived service into two dimensions: 1) technical quality, and 2) functional quality (Gronroos, 1984). 1) Technical quality or outcome quality is what customer receives as outcome of the process in the resources. Functional quality is how customer receives from technical outcome (Legcevic, 2008). Parasuramans Gap Model indicates that five gaps exist between management and customers during the service delivery process (Parasuraman et al., 1985). For my research, I will employ the SERVQUAL scale by using gap scores to help measure service quality. Service Quality: Today quality become recognized as a strategic tool to enhance and improved business actual performance both of goods sector and service sector. The key factor to success in service industry is service quality. The purpose of service quality is to satisfy the customer. Hence, service quality and customer satisfaction influence each other. As mentioned in the beginning, service quality is defined as a product or outcome resulting from all members in the organization trying to satisfy their customers (Wisniewski, 2001). Service quality also could be defined as crucial decision-making criteria for service consumers (Cronin et al., 2000). Customers evaluate service quality by comparing organizational performance with their expectations (Zeithaml et al., 1993). However, Parasuraman proved and indicated that there is a problem with customer perception of service, because five gaps exist between the customer and the service provider during service delivery. The figure below illustrates the Service Quality Gap Model by Parasuraman. Figure 4: The Service Quality Gap Model Source: Parasuraman, Zeithaml, and Berry (1985) According to figure as above, it could be describes each gap as following; Gap1: Service provider not knowing what the customers expect Gap2: Service provider not selecting the right service design Gap3: Service provider not delivering to service standard Gap4: Service provider not matching performance to promises Gap5: The difference between customer expectations and customer perceived service (Legcevic, 2008) A gap which may occur between customer expectation and customer perception is not the only measurement of service quality. However, it is a determinant of customer satisfaction or dissatisfaction. If the service providers response to customer needs is below their expectations, the customer would estimate that the quality is low. Measuring the gap between expected and perceived service is a routine method of utilizing customer feedback(Pizam and Ellis, 1999). SERVQUAL Scale: The main benefit of the SERVQUAL instrument is that it helps management to measure the quality of service by comparing customers expectation of service and customer perceived service which categorizing each problem facet into five dimensions. It lets them classify the problems into dimensions, helping management to focus on the problems and improve service quality in the right way when some elements of service are found to be lacking. The SERVQUAL model was created by Parasuraman, Zeithaml and Berry in 1985. The 1985 version consisted of ten dimensions. The model was further developed, and in 1988 it was refined into five dimensions. The SERVQUAL model has been widely used as an efficient instrument for measuring service quality in many service industries (Asubonteng et al., 1996). The five dimensions are: 1) reliability, 2) responsiveness, 3) assurance, 4) empathy and 5) tangible. According to Parasuraman, Zeithaml and Berry (1985), they defined each dimensions as follows: Reliability: Ability to perform the promised service dependably and accurately Responsiveness: Willingness to help customers and provide prompt service Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence Empathy: Caring, individualized attention the firm provides its customers Tangible: Physical facilities, equipment, and appearance of personnel The most important dimension that the customer used to evaluate service quality is the reliability dimension (Legcevic, 2008). Parasuraman developed a set of questionnaires using 22 parallel questions to measure customers expectation of service and customer perception of service in the five dimensions. The measurement uses a Likert Scale with seven levels ranging from strongly agree to strongly disagree. The service quality measurement of each pair of questions uses performance minus expectation. A positive score represents positive service quality (Parasuraman et al., 1988). Quality = Performance Expectation Nevertheless, there are numerous of academic studies which do not support these five dimensions. These studies determined that problems occur with this measurement method. Chen (2008) argued that SERVQUAL should add more dimensions to give the result more validity and credibility (Chen, 2008). Carman (1990) argued that each dimension should not be general because each service industry is different. Therefore, this model could not be used in the same format across industries (Carman, 1990). Although, there are weak points existing in SERVQUAL model, the concept of dimensions is still useful and when anyone interested in service quality issue, one choice which remind is SERVQUAL scale because its great to demonstrative power (Jain and Gupta, 2004). Then, it is used frequently today. SERVPERF Scale When discuss about SERVQUAL scale, it can not forgot to talks about SERVPERF scale as well. SERVPERF is one of service quality measurement scale. The results of both scale (SERVQUAL and SERVPERF), when compare these method to each other, the result which occurs are quite similar. However, there are differences in measuring process. Moreover, it is difference in reliability. To classify divergence between SERVQUAL scale and SERVPERF could be concise explain as following; SERVQUAL use customers expectation of service and customer perceived service to find service quality while SERVPERF use only customers perception for consideration. Cronin and Taylor (1992) compare between these two scales a found that SERVPERF is enough for measure service quality. However, the SERVQUAL scale is effective than SERVPERF scale because it provide more pragmatic diagnosis of service quality (Jain and Gupta, 2004). Customer Satisfaction: There are plentiful researchers studies on customer satisfaction. The definition of customer satisfaction is also diverse. Pizam and Ellis(1999) states that customer satisfaction is a psychological concept relating to a feeling of pleasure and well-being which is a result between needs in mind and an appealing product or service (Pizam and Ellis, 1999). The sense of satisfaction brings about positive attitudes which leads a customer seek that satisfying experience again (Assael, 1987). Customer satisfaction also has an influence on corporate survival. Naumann (1995) states that in order to attract a new customer, an organization has to pay costs in the form of time and resources equal to approximately five times that which is necessary to retain an existing customer (Naumann, 1995). Therefore, it leads the organization to determine quality as the ability to retain existing customers. However, not every customer will perceive the same level of satisfaction with the same level of service, because their sense of satisfaction is related to word of mouth communication and their past experiences (Pizam and Ellis, 1999). All people have had different experiences, thus they also have different objectives, needs and expectations. To ensure that the organization provides a high level of service quality, customer satisfaction surveys are necessary. Parasuraman, Zeithaml, and Bery (1994) suggested that product quality, service quality, and price are each factors that encourage satisfaction (Parasuraman et al., 1994). Customer loyalty develops when customers become satisfied with these different factors provided by the organization (Farrington et al., 2009). The following is a conceptual framework showing the connection of each element which involves customer satisfaction. Figure 3: A Conceptual Framework for the Effects of Perceived Product Quality, Service Quality, and Pricing Fairness on Consumer Satisfaction and Consumer Loyalty Customer Satisfaction Product Quality Perceived Product Quality Perceived Service Quality Service Quality Customer Loyalty Perceived Price Fairness Price Source: (Bei and Chiao, 2001) Understanding the critical elements described above, how they are related, and how they help the organization is a foundation to success in the service industry. Data required: The data required for this study would be based in information collected from Shangri-La Hotel, Bangkok customers. This research also requires the use of SERVQUAL as the main model to help measure service quality. Furthermore, may utilize some other theories from journal articles and textbooks which are related to this research. Other sources of information may include Shangri-La Hotel and Resorts information, particularly with regards to general information and occupancy data as required supporting in this research. Data sources: This research will utilize the following two types of data: Primary data: The primary data for this research will be collected from 100 hotel customers who stay at the Shangri-La Hotel, Bangkok for least one night. The guests will be selected by simple random sampling technique, and they will fill out questionnaires regarding hotel service quality. Each questionnaire shall contain three parts: the first part will be general information, the second part will be about the expectations, perceived service quality and third part is level of satisfaction of the customer. Secondary data: The secondary data will be gathered from literature such as journal articles, textbooks, Shangri-la Hotel, Bangkok data and hotel website sources. The process of data collection shall be conducted from June to July, 2010. Data collection techniques: This research would be collects the data from 100 of customers of Shangri-La hotel, Bangkok who stay at the hotel at least one night. The researcher would be select population sample by employ random sampling method and using questionnaire as the tools. The measuring service quality instrument in this research is SERVQUAL. The questionnaire composes of three parts as following; First part is about demographic data of customers (gender, age, nationality, occupation, reason for stay, how often that they have been stay at Shangri-La hotel, Bangkok and why they selected here as a place to stay). Second part, it would be focusing on customers expectation of service quality (customers expectations) and received service quality (customers perceptions), in this area customer would answer both of these two aspects into SERVQUAL dimensions. This research would use Likerts scale to measure into five point scales. Likerts scale is a instrument to help measure attitude and opinion (Laerhoven et al., 2004). On the customers expectation question side would be ask customer to rate ranging from Very unnecessary 1,2,3,4,5 Very necessary. On the customers perceive service question side would be ask customer to rate ranging from Very poor 1,2,3,4,5 Very good. Third part would be ask customer one question about their satisfaction of overall hotel service quality. In addition, researcher would leave the area for customer to add any recommendation. Data analysis: As for this research would be use SPSS program (Statistic Package for Social Science) to help analyze questionnaire survey. Timeline: Researcher has 13 weeks to process this report. This research process began on May 22, 2010. Due date of research proposal is on June 20, 2009. As for research final report is require to be submit on August 15, 2010

Hawthorne :: Essays Papers

Hawthorne Nathaniel Hawthorne, an American novelist lived from 1804 to 1864. Hawthorne’s works are deeply concerned with the ethical problems of sin, punishment, and atonement. He graduated from Bowdoin College in 1825 and returned to his Salem home living in semi-seclusion and writing. Hawthorne’s exploration of these themes were related to the sense of guilt he felt about the roles of his ancestors in the 17th-century persecution of Quakers and in the 1692 witchcraft trials of Salem, Massachusetts. Hawthorne’s views on women in male dominated roles were portrayed as the weaker sex. Allegory and symbolism are combined in Hawthorne’s work to create sarcasm and deep thought to his novels. Allegory is a narrative, either in verse or prose, in which characters, action, and setting represent abstract concepts apart from the literal meaning of a story. Symbolism is used to designate an abstract quality or concept. Through both of these concepts Hawthorne revealed the irony in his writings. These elements helped Hawthorne become a leader in the development of the short story. â€Å"Dr. Heidegger’s Experiment† contained mostly romantic symbolism. Dr. Heidegger is the perfect example of the scientific world gone mad. Medbourne is mostly interested in the economy and is a corrupted businessman. Killigrien is basically interested only in himself. Gascorgin is a corrupt politician. Wycherly is an example of social scandal and vanity. The allegory is that Hawthorne is concerned with women’s roles in a male dominant society and the dangers of applied science. â€Å"Rappaccini’s Daughter† is assembled with Romantic and Anti-Transcendentalist elements. Light is one of the main components of symbolism in the story. Dr. Rappaccini is evil and cares more for science than mankind. Professor Baglioni is basically good and practices â€Å"apt† science. Giovanni is Anti-Transcendentalist and Beatrice is Transcendentalist and are both victims of corrupt science. Hawthorne’s use of nature in â€Å"Rappaccini’s Daughter† is used in the allusion to the Garden of Eden. Beatrice was poison and forbidden like the apple in the Garden of Eden. An antidote will destroy poison, therefore when Beatrice drank it, she died. Hawthorne :: Essays Papers Hawthorne Nathaniel Hawthorne, an American novelist lived from 1804 to 1864. Hawthorne’s works are deeply concerned with the ethical problems of sin, punishment, and atonement. He graduated from Bowdoin College in 1825 and returned to his Salem home living in semi-seclusion and writing. Hawthorne’s exploration of these themes were related to the sense of guilt he felt about the roles of his ancestors in the 17th-century persecution of Quakers and in the 1692 witchcraft trials of Salem, Massachusetts. Hawthorne’s views on women in male dominated roles were portrayed as the weaker sex. Allegory and symbolism are combined in Hawthorne’s work to create sarcasm and deep thought to his novels. Allegory is a narrative, either in verse or prose, in which characters, action, and setting represent abstract concepts apart from the literal meaning of a story. Symbolism is used to designate an abstract quality or concept. Through both of these concepts Hawthorne revealed the irony in his writings. These elements helped Hawthorne become a leader in the development of the short story. â€Å"Dr. Heidegger’s Experiment† contained mostly romantic symbolism. Dr. Heidegger is the perfect example of the scientific world gone mad. Medbourne is mostly interested in the economy and is a corrupted businessman. Killigrien is basically interested only in himself. Gascorgin is a corrupt politician. Wycherly is an example of social scandal and vanity. The allegory is that Hawthorne is concerned with women’s roles in a male dominant society and the dangers of applied science. â€Å"Rappaccini’s Daughter† is assembled with Romantic and Anti-Transcendentalist elements. Light is one of the main components of symbolism in the story. Dr. Rappaccini is evil and cares more for science than mankind. Professor Baglioni is basically good and practices â€Å"apt† science. Giovanni is Anti-Transcendentalist and Beatrice is Transcendentalist and are both victims of corrupt science. Hawthorne’s use of nature in â€Å"Rappaccini’s Daughter† is used in the allusion to the Garden of Eden. Beatrice was poison and forbidden like the apple in the Garden of Eden. An antidote will destroy poison, therefore when Beatrice drank it, she died.

Global Warming Essay -- Environmental Global Climate Change

What happens when too much carbon dioxide gets omitted into the Earth’s atmosphere? The condition known as Global Warming occurs. Global Warming is the rising of the Earth’s surface temperature due to chemicals in the atmosphere. Global Warming has many threats on the climate and even the health of the people on this planet. Some of these threats include the altering of crop seasons and even effect the way organisms survive on the planet. The first thing I think I should discuss when talking about global warming is what causes it to occur. Gases such as carbon dioxide, methane and nitrous oxide, which are known as greenhouse gases, all build up in the atmosphere of the earth. All these gases make it so that it becomes harder for the radiation that the sun shines into the atmosphere to escape. The heat continues to build up and this is what causes the temperatures to increase. I know this seems like the temperatures increase massively but in the last hundred years the average temperature of the Earth has gone up between 0.8 and 1.0 degrees farenheight. Also in the last fifteen years, we have had the ten warmest years in record. Global Warming also helps the Earth and it has been for many years. Without global warming, the Earth’s temperature would be a lot lower than the 60-degree average. Unfortunately due to there being many more harmful â€Å"greenhouse gases† being placed into the atmosphere, instead of the temperature staying at a constant, its rising. What are many of the dangers of the Earth’s temperature rising? First of all it cause many of the glaciers that are floating in the Arctic and Greenland to melt. This in turn causes the sea levels to rise around the world. In the last hundred years alone the seas around the planet have risen anywhere from four to ten inches. I know it does not sound like a massive change but being able to raise all the seas in the world a whole ten inches is a huge problem. Sea levels also continue to rise is because the hotter temperature cause the ocean water to expand. An example of the sea level causing problems could happen on a little Native Island in the middle of an Ocean. On these islands usually where native tribes live, if the sea level rises three fourths of a meter then half of the island will sink. This could happen in many different islands around the world and if the water keeps on rising as it ... ...ications for the rest of the world are serious. Even a partial melting of the polar ice caps will cause sea levels to rise so much as to completely wipe out most coastal cities. This includes such big cities such as San Francisco and New York. Those cities that are not totally wiped out by the water will eventually be hit with hurricanes much more severe than any other one in history. Of course, inland cities are not safe either. Rather than surging seawaters and hurricanes, they will face drought. So what can be done in order to keep from all of that from happening? We need to stop putting so much pollution in to the air. No matter what there will always be a little bit of Carbon Dioxide omitted into the atmosphere. If we could just limit all the coal and fossil fuels that we burn, there will not be so much â€Å"greenhouse gases† and it would keep all of that from happening so quickly. There have also been many attempts by the United States Presidents Administrations in order to help slow down the effect. In my lifetime I know that I won’t see anything too drastic happen due to global warming, but there is a chance that my children and grandchildren will. Hopefully they wont.

Free College Essays - Analysis of Shakespeares Sonnet 75 :: Sonnet essays

Analysis of Sonnet 75 SONNET 75 So are you to my thoughts as food to life, Or as sweet-season'd showers are to the ground; And for the peace of you I hold such strife As 'twixt a miser and his wealth is found; Now proud as an enjoyer and anon Doubting the filching age will steal his treasure, Now counting best to be with you alone, Then better'd that the world may see my pleasure; Sometime all full with feasting on your sight And by and by clean starved for a look; Possessing or pursuing no delight, Save what is had or must from you be took. Thus do I pine and surfeit day by day, Or gluttoning on all, or all away. PARAPHRASE OF SONNET 75 As food is to the body so are you to my soul and mind, Or as spring showers are to the ground; And for the contentment you bring me I allow such inner strife As the conflict between a miser and his money; Who takes joy in his wealth, but soon Fears that ruthless competitors will steal his treasure, Now thinking it best to have you alone, Then thinking that the world should see how happy I am; At one moment wholly satisfied by feasting on your sight And the next moment utterly starved for a look at you: Having or seeking no pleasure Except what you have given me or what I will demand. And so I starve or feed to excess depending on the day, Either gorging on you, or not having you at all. COMMENTARY The sonnet opens with a seemingly joyous and innocent tribute to the young friend who is vital to the poet's emotional well being. However, the poet quickly establishes the negative aspect of his dependence on his beloved, and the complimentary metaphor that the friend is food for his soul decays into ugly imagery of the poet alternating between starving and gorging himself on that food. The poet is disgusted and frightened by his dependence on the young friend. He is consumed by guilt over his passion. Words with implicit sexual meanings permeate the sonnet -- "enjoyer", "treasure", "pursuing", "possessing", "had" -- as do allusions to five of the seven "deadly" sins -- avarice (4), gluttony (9, 14), pride (5), lust (12), and envy (6).

Coyote Blue Chapter 6~7

CHAPTER 6 A Malady of Medicine Santa Barbara â€Å"Look, Sam,† Aaron said. â€Å"I can see that you're not thrilled about the buy-out. So be it. I understand that you've put a lot into this agency. I can give you forty cents on the dollar, but you'll have to take a note. I'm a little cash poor since Katie made me put that trophy room on the house.† Sam looked down from the deer head. â€Å"Aaron, I didn't hire an Indian to attack Jim Cable. I still had half of the deal wrapped up with Cochran, which would have put me in the door at any time in the future to close Cable. I wouldn't have jeopardized that.† Aaron took two hand mirrors out of his desk drawer and began to juxtapose them to get a glimpse of the back of his head. Sam was used to this – it was Aaron's hourly balding check. â€Å"Cochran's secretary saw the Indian get out of your car,† Aaron said matter-of-factly. Then, looking back to the mirrors, he said, â€Å"I've been mixing Minoxidil with a little Retin A and that stuff the Man from U.N.C.L.E. sells on TV. Do you think it's working?† Sam thought of the feather on the car seat. He was sure he'd locked the car; there was no way the Indian could get in without setting off the alarm. â€Å"I don't care what anyone saw, I didn't hire the fucking Indian to attack Cable and I can't believe you bought their story without asking me.† The anger felt good. It cleared his head a little. Aaron put the mirrors down on the desk and smiled. â€Å"I didn't buy it, Sam. But if it was true you can't blame me for taking a shot at your shares.† â€Å"You greedy little fuck.† â€Å"Sam.† Aaron lowered his voice and took his  «fatherly » tone. â€Å"Samuel.† A little wink. â€Å"Sammy, hasn't my greed always been in your best interest? I'm just trying to keep you sharp, son. Would you have had any respect for me if I hadn't tried to make the best of a bad situation? That's the first thing I taught you.† â€Å"I don't know any Indian. It didn't happen, Aaron.† â€Å"If you say it didn't, it didn't. You've always been straight with me. I don't even remember the time you cut all the cords off those smoke alarms we were selling because that lady wanted cordless models.† â€Å"You told me to do that! I was only seventeen years old.† â€Å"Right, well, how was I to know she smoked in bed?† â€Å"Look, Aaron, I'll find out what happened at Motion Marine and take care of it first thing in the morning. If they call back while I'm out, try not to sign a confession for me, okay? I've had an incredibly shitty day and I've got to meet someone on upper State Street in a few minutes, so if that's all†¦Ã¢â‚¬  â€Å"You really like the new head?† Normally Sam would have lied, but with so many questions filling his head his highly developed lying center seemed to have shut down. â€Å"It sucks, Aaron. It sucks and I think you should sue the Man from U.N.C.L.E.† He walked out as Aaron was snatching up his hand mirrors. Gabriella was just hanging up the phone when Sam walked in. â€Å"That was the security director from your condominium association, Mr. Hunter. He'd like to talk to you right away. The association is holding an emergency meeting tonight to discuss what they are going to do about your dog.† â€Å"I don't have a dog.† â€Å"He was very upset. I have his number, but he insisted upon seeing you in person before the† – she checked her notepad – â€Å"‘lynch mob gets hold of you. â€Å" â€Å"Call him back and tell him that I don't have a dog. Dogs aren't allowed in the complex.† â€Å"He mentioned that, sir. That seems to be the problem. He said that your dog was on your back patio howling and refused to let anyone get near it and if you didn't get up there he would have to call the police.† All Sam could think was Not today. He said, â€Å"All right, call them and tell them I'm on my way. And call the garage down the street and have them come up and fix the flat tire on that orange Datsun out front. Have them bill it to my card.† â€Å"You have a three o'clock appointment with Mrs. Wittingham.† â€Å"Cancel it.† Sam started out of the office. â€Å"Mr. Hunter, this is a death claim. Mr. Wittingham passed away last week and she wants you to help fill out the papers.† â€Å"Gabriella, let me clue you in on something: once the client is dead we can afford to be a little lax on the service. The chance of repeat business is, well, unlikely. So reschedule the appointment or handle it yourself.† â€Å"But sir, I've never done a death claim before.† â€Å"It's easy: feel for a pulse; if there isn't one, give them the money.† â€Å"I am not amused, Mr. Hunter. I try to maintain a businesslike manner around here and you continually undermine me.† â€Å"Handle it, Gabriella. Call the garage. I have to go.† It was only five minutes from Sam's office to his condo in the Cliffs, a three-hundred-unit complex on Santa Barbara's mesa. From Sam's back deck he could look across the city to the Santa Lucia Mountains and from his bedroom window he could see the ocean. Sam had once rented the apartment, but when the Cliffs went condo ten years before he optioned to buy it. Since then the value of his apartment had increased six hundred percent. The complex offered three swimming pools, saunas, a weight room, and tennis courts. It was restricted to adults without children or dogs, but cats were allowed. When Sam first moved in, the Cliffs had a reputation as a swinging singles complex, a party mecca. Now, after the rise in real estate prices and the death of the middle class, most of the residents were retirees or wealthy professional couples, and the cooperative agreement they all signed set strict limitations on noise and numbers of visitors. A team of security guards patrolled the complex in go lf carts twenty-four hours a day under the supervision of a hard-nosed ex-burglar named Josh Spagnola. Sam parked the Mercedes by Spagnola's office in the back of the Cliffs' clubhouse, which, with its terra-cotta courtyards, stucco arches, and wrought-iron gates, looked more like the casa grande of a Spanish hacienda than a meeting place for condo dwellers. The door to the office was open and Sam walked in to find Spagnola shouting into the phone. Sam had never heard the wiry security chief shout. This was a bad sign. â€Å"No, I can't just shoot the damn dog! The owner is on the way, but I'm not going into his townhouse and shooting his dog, rules or no rules.† Sam noticed that even in anger Spagnola remembered to use the word townhouse to refer to the apartment. No one wanted to pay a half-million dollars for an apartment; a townhouse was another thing. People were touchy about how one referred to their homes. When Sam was selling to people who lived in trailers he always referred to them as mobile estates. The term added a certain structural integrity; you never heard on the news of a tornado touching down and ripping the shit out of a park full of mobile estates. â€Å"I am listening, Dr. Epstein,† Spagnola continued. â€Å"But you don't seem to understand my position on you missing your nap. I don't give a desiccated damn. I don't give a reconstituted damn. I don't give a creamed damn on toast. I don't give a damn. I'm not entering Mr. Hunter's home until he arrives.† Spagnola looked up and gestured for Sam to sit. Then he grinned, mimed a mimic of the caller he was listening to, looked bored, feigned falling asleep, gestured the international sign language for being jerked off, then said, â€Å"Is that so, Doctor? Well, as far as I know I have no superiors since the Crucifixion, so give it your best shot.† He slammed down the phone. Sam said, â€Å"Got something on Dr. Epstein?† Spagnola smiled. â€Å"He's porking the Cliffs' highly ethical Monday-Wednesday-Friday masseuse.† â€Å"Everybody's porking her.† â€Å"No, everybody's porking the Tuesday-Thursday-Saturday masseuse. Monday-Wednesday-Friday is very exclusive.† â€Å"And highly ethical.† â€Å"Says so in the brochure.† Spagnola grinned, then casually picked up a legal pad from his desk and looked it over. â€Å"Samuel, my friend, your puppy has kept me on the phone with charming folks like Epstein all day. Shall I read you the log?† â€Å"I don't know what you're talking about, Josh. I don't have a dog.† â€Å"Then you will want to notify security about the large canine that is currently on your back deck disturbing Dr. Epstein's nap.† â€Å"I'm not kidding, Josh. If there's a dog on my deck I don't know anything about it.† Sam suddenly remembered that he'd left the sliding door to the deck open. â€Å"Christ!† â€Å"Yes, the door is open. I've told you about that before, it's an invitation to burglars.† â€Å"That deck is twenty feet off the ground. How did a dog get up there? How did it get in my apartment without setting off the alarm?† â€Å"I was wondering that same thing. If it isn't your dog, how did it get up there? It looks bad. The other association members are having an emergency meeting tonight to discuss the problem.† â€Å"There isn't a problem. Let's just go get the damn dog and take it to the pound.† â€Å"Yes, let's. I'll read the log to you while we walk over.† Spagnola rose, picked up the legal pad, and led Sam out the door, then paused, locked the office, and set the alarm. â€Å"Can't trust anyone,† he said. They walked brick paths shaded with arbors of pink and red bougainvillea while Spagnola read. â€Å"Nine A.M.: Mrs. Feldstein calls to report that a wolf has just urinated on her wisterias. I ignored that one. Nine oh-five: Mrs. Feldstein reports that the wolf is forcibly having sex with her Persian cat. I went on that call myself, just to see it. Nine ten: Mrs. Feldstein reports that the wolf ate the Persian after having his way with it. There was some blood and fur on her walk when I got there, but no wolf.† â€Å"Is this thing a wolf?† Sam asked. â€Å"I don't think so. I've only seen it from below your deck. It has the right coloring for a coyote, but it's too damn big. Naw, it can't be a wolf. You sure you didn't bring home some babe last night who forgot to tell you that she had a furry friend in the car?† â€Å"Please, Josh.† â€Å"Okay. Ten fourteen: Mrs. Narada reports that her cat has been attacked by a large dog. Now I send all the boys out looking, but they don't find anything until eleven. Then one of them calls in that a big dog has just bitten holes in the tires on his golf cart and run off. Eleven thirty: Dr. Epstein makes his first lost-nap call: dog howling. Eleven thirty-five: Mrs. Norcross is putting the kids out on the deck for some burgers when a big dog jumps over the rail, eats the burgers, growls at the kids, runs off. First mention of lawsuit.† â€Å"Kids? We've got her right there,† Sam said. â€Å"Kids aren't allowed.† â€Å"Her grandkids are visiting from Michigan. She filed the proper papers.† Spagnola took a deep breath and started into the log again. â€Å"Eleven forty-one: large dog craps in Dr. Yamata's Aston Martin. Twelve oh-three: dog eats two, count 'em, two of Mrs. Wittingham's Siamese cats. She just lost her husband last week; this sort of put her over the edge. We had to call Dr. Yamata in off the putting green to give her a sedative. The personal-injury lawyer in the unit next to hers was home for lunch and he came over to help. He was talking class action then, and we didn't even know who owned the dog yet.† â€Å"You still don't.† Spagnola ignored Sam. â€Å"From twelve thirty to one we had mass sightings and frequent urinations – I won't bore you with details – then one of my guys spotted the dog and followed it to your building, where it disappeared for a minute and reappeared on your deck.† â€Å"Disappeared? Josh, aren't you screening these guards for drug use?† â€Å"I think he meant that he lost sight of it. Anyway, it's been on your deck for a couple of hours and all the residents are convinced that it's your dog. They want to boot you out of the complex.† â€Å"They can't do that. I own the place.† â€Å"Technically, Sam, they can. You own shares in the whole complex, and in the event of a two-thirds vote by the residents they can force you to sell your shares for what you paid for them. It's in the agreement you signed. I looked it up.† They were about a hundred yards from Sam's building and Sam could now hear the howling. â€Å"That apartment's worth five times what I paid for it.† â€Å"It is on the open market, but not to the other residents. Don't worry about it, Sam. It's not your dog, right?† â€Å"Right.† Outside Sam's front door thirty of his neighbors were waiting, talking in heated tones, and glancing around. â€Å"There he is!† one shouted, pointing toward Sam and Spagnola. For a moment Sam was grateful that Spagnola was at his side, and at Spagnola's side was a.38 special. The ex-burglar leaned to Sam and whispered, â€Å"Don't say anything. Not a word. This could get ugly – I see at least two lawyers in that bunch.† Spagnola raised his hands and walked toward the crowd. â€Å"Folks, I know you're angry, but we need Mr. Hunter alive if we're going to deal with the problem.† â€Å"Thanks,† Sam said under his breath. â€Å"No charge,† Spagnola said. â€Å"It never occurred to them to kill you. Now they'll be embarrassed and go home. Lynchings are so politically incorrect, you know.† Spagnola stopped and waited. Sam stayed beside him. As if the security chief had choreographed it, the people in front of Sam's door began to look around, avoiding eye contact with one another, then shuffled off, heads down, in different directions. â€Å"You're amazing,† Sam said to Spagnola. â€Å"Nope, it's just that for a lot of years my living depended on the predictability of the professional class. Now it depends on the predictability of the criminal class. Same skills, less risk. You want me to go in first?† â€Å"You have the gun.† â€Å"Okay, you wait here.† Spagnola unlocked the door and palmed it open slowly. When the door was open just enough for him to pass, the thin security guard snaked through the opening and closed the door behind him. Sam noticed that the howling had stopped. He put his ear to the door and listened, forgetting for a moment that he had installed a soundproof fire door. A few minutes passed before the latch clicked and Spagnola poked his head out. â€Å"Well?† Sam said. â€Å"How attached are you to that leather sofa?† â€Å"It's insured,† Sam said. â€Å"Why, did he tear it up? Is he in there?† â€Å"He's in here, but I was wondering if you had some sort of – well – sentimental attachment to the sofa.† â€Å"No. Why? What's going on?† Spagnola threw the door open and stepped out of the way. Sam looked through the foyer into the sunken living room, where a large tan dog had his teeth dug into the arm of the leather sofa and was humping away on it like a furry jackhammer. â€Å"Josh, shoot that animal.† â€Å"Sam, I know how you feel. You go through life thinking that you're the only one, then you walk in on something like this – it's a blow to the ego.† â€Å"Just shoot the damn dog, Josh.† â€Å"Can't do it. California law clearly states that a firearm may only be discharged in city limits in cases of imminent physical danger. Doesn't say a word about protecting the honor of someone's couch.† Sam ran down the steps into the living room, but as he approached the dog turned and growled at him. The dog laid its ears back against its head, narrowed its golden eyes, and, still growling, began to back Sam into the corner of the living room. â€Å"Josh! Does this qualify as imminent physical danger? Please say yes.† â€Å"Getting there,† Spagnola said, very calmly, as he drew his weapon. â€Å"Don't let him see you're afraid, Sam. Dogs can sense fear.† â€Å"This isn't a dog, this is a coyote. This is a wild animal, Josh.† Sam was flattened against the fifty-two-inch screen of his television and was still pushing so that the television was tilting back, ready to fall. He could smell a foul, musky odor coming off the animal. â€Å"Shoot it, please. Now, please.† â€Å"Quiet, Sam. I'm aiming. You can't shoot them in the head. They need that to see if it's rabid. Coyotes aren't normally aggressive. I saw it on PBS.† â€Å"This one didn't see the program, Josh. Shoot him.† â€Å"It might take two shots to drop him. If he leaps, cover your throat until I get the second one into him.† Spagnola fired and the TV shattered behind Sam. The coyote stood its ground unaffected. Sam backpedaled over the destroyed television as Spagnola fired again, taking out a vase on the mantel. The coyote looked at Spagnola quizzically. The third shot shattered the sliding glass door, the fourth and fifth punctured a stereo speaker, and the sixth ricocheted off the fireplace and out over the city. When Spagnola's revolver clicked on an empty chamber he turned and bolted out the front door. Sam climbed off the broken television and braced for the coyote's attack. His ears rang with residual gunfire but he could hear laughing from across the room. The coyote was gone, but sitting on his couch, dressed in black buckskins trimmed with red feathers, was the Indian, his head thrown back in laughter. â€Å"Hey!† Sam shouted. â€Å"What are you doing?† In an instant the Indian leapt up and ran through the shattered glass door onto the deck. He looked over his shoulder and grinned at Sam before vaulting over the railing and dropping out of sight. Sam ran to the deck and looked over the rail. The Indian was gone, but he could hear his cackling laugh echoing down the canyon into town. Sam stumbled back from the rail and into the house, where he sat down on the couch and cradled his head in his hands. There had to be an explanation. Someone was screwing with his life. He riffled through his past as far as he would allow himself, looking for enemies he might have made. They were there – competing salesmen, angry customers, angrier women – dotting his life like dandelions on a lawn, but none would have gone to such elaborate measures to cause him trouble. In an honest assessment of himself he realized that he had never really been passionate enough about anything to really make that big a difference to anyone, good or bad. Since he'd run from the reservation he couldn't afford the high profile of passionate behavior. Still, there had to be an answer somewhere. Sam thought about prayer, then faith, then remembered something that lay tucked away in the back of his sock drawer. He ran up the stairs to his bedroom and threw open the drawer. He removed a small buckskin bundle and untied the thong that held it together. Objects he had not seen in twenty years – teeth, claws, fur, and sweet grass braids – spilled out on the dresser. Among them lay a red feather that he had never seen before. Sam looked at the coyote medicine and began to tremble. Coyote Makes the World A long time ago there was water everywhere. Old Man Coyote looked around and said, â€Å"Hey, we need some land.† It was his gift from the Great Spirit that he could command all of the animals, which were called the Without Fires Clan, so he called four ducks to help him find land. He ordered each of the ducks to dive under the water and find some mud. The first three returned with nothing, but the fourth duck, because four is the sacred number and that is the way things go in these stories, returned with some mud from the bottom. â€Å"Swell,† said Old Man Coyote. â€Å"Now I will make some land.† He made the mountains and the rivers, the prairies and the deserts, the plants and the animals. Then he said, â€Å"Guess I'll make some people now, so there will be someone to tell stories about me.† From the mud he made some tall and beautiful people. Old Man Coyote liked them very much. â€Å"I will call them Absarokee, which means ‘Children of the Large-Beaked Bird. Someday some dumb white guys will come here and get the translation all wrong and call them Crow.† â€Å"What are they going to eat?† one of the ducks asked. â€Å"They have no feathers or fur. What will they cover themselves with?† asked a second duck. â€Å"Yes,† said a third duck. â€Å"They're pretty, but they won't be able to stay out in the weather.† Old Man Coyote thought for a while about how much he disliked ducks, then he took some more mud and made a strange-looking animal with a thick coat and horns. â€Å"Here,† he said. â€Å"They can get everything they need from this animal. I'll call it a buffalo.† The fourth duck had been standing by watching all this and smoking a cigarette. â€Å"It's a big animal. Your people won't be able to catch it,† he said, blowing a long stream of blue smoke in Old Man Coyote's face. â€Å"Okay, so here's another animal that they can ride so they can catch the buffalo.† â€Å"And how will they catch that one?† asked the fourth. â€Å"Look, duck, do I have to work out everything? I made the world and these people and I've given them everything they need, so just back off.† â€Å"But if they have everything they need, what will they do? Just sit around telling stories about you?† â€Å"That would be good.† â€Å"Boring,† said the duck. â€Å"I'll make them a bunch of enemies. They'll be hopelessly outnumbered and have to fight all the time and do all kinds of war rituals. How's that?† â€Å"They'll get wiped out.† â€Å"No, I'll stay with them. The Children of the Large-Beaked Bird will be my favorites, although some of their enemies can tell stories about me too.† â€Å"But what if the buffalo animals all get killed?† â€Å"Won't happen. There's too many of them.† â€Å"But what if they do?† â€Å"Then I guess the people are fucked. I'm tired and dirty and cold from standing in all that water. I'm going to invent the sweat bath and warm up.† So Old Man Coyote built a sweat lodge out of willow branches and buffalo skins. He heated the rocks in a fire and put them in a pit in the middle of the sweat lodge, then he and the ducks crawled inside and closed the door, making it completely dark inside. â€Å"Hey, put out that cigarette!† Old Man Coyote said to the fourth duck. The duck threw the cigarette on the hot rocks and smoke filled the lodge. â€Å"That smells pretty good,† Old Man Coyote said. â€Å"Let's throw some other stuff on the fire and see how it goes.† He threw on some cedar needles and they smelled pretty good too, then he threw on some sweet grass and some sage. â€Å"This stuff will be part of the sweat ceremony, too. And some water – we need some water so it will really get hot and miserable in here.† â€Å"And we can get truly purified and clean?† asked the third duck. â€Å"Right,† said Old Man Coyote. â€Å"First I'll pour four dippers of water on the rocks for the four directions.† â€Å"And the four ducks.† â€Å"Right,† said Old Man Coyote. â€Å"Now I'll pour on seven dippers for the seven stars of the Big Dipper. Then ten more because ten is a nice even number.† He handed each of the ducks a willow switch to beat their backs with. â€Å"Here, wail on yourself with these.† â€Å"What for?† asked the second duck. â€Å"Tenderize†¦ er†¦ I mean†¦ it brings up the sweat and purifies you.† Then, when the ducks were beating their backs with the willow branches, Old Man Coyote said, â€Å"Okay, now I'm going to pour a whole bunch of dippers on the rocks. I'm not even going to count, but we are going to be really hot and really clean and pure.† Then he poured and poured until it was so hot in the lodge that he could not stand it and he slipped out the door, leaving the ducks inside. Later, after he had plunged into the river to cool off, he ate a big meal and laid down to rest. â€Å"That was plumb swell,† he said to himself. â€Å"I think I'll give the sweat to my new people. It can be their church and sacrament and they can think of me whenever they go in. It is my gift to them. I guess no one really needs to know about the ducks.† Then Old Man Coyote picked up a willow twig and picked a bit of duck meat from between his teeth. â€Å"The sage gives them a nice flavor, though.† CHAPTER 7 The Children of the Large-Beaked Bird Crow Country – 1967 Samson Hunts Alone sat on a bench by the sweat lodge behind his grandma's house, watching as Pokey carried the hot rocks with a pitchfork from the fire to the pit in the sweat lodge. Samson was supposed to be paying attention to the ritual that Pokey was performing and preparing himself to pray to the Great Spirit to bring him good medicine on his fast, but more than anything he wanted to be inside with the little kids and the women watching ;Bonanza; on television. Grandma had cooked up a big batch of fry bread for the meal after the sweat and Samson's stomach growled when he thought about it. Pokey, straining under a pitchfork full of red-hot rocks, said, â€Å"Can't nobody cross my path between the fire and the sweat during the first four trips.† Uncle Harlan, who was sitting next to Samson, let out a sarcastic snicker. Pokey looked up at him, his brow lowered in reproach. â€Å"The boys have to learn, Harlan,† Pokey said. Harlan nodded. On the other side of Samson sat his two older cousins, Harry and Festus, thirteen and fourteen, who had been through the sweat for purification and prayer for their success on the basketball court at Hardin Junior High School. They had come the fifteen miles down to Crow Agency with Harlan, their father, to participate in Samson's sweat. Uncle Harlan didn't believe in the old ways. He often said that he didn't want his boys to grow up with their heads full of ideas that didn't work in the modern world. Still, because of the obligations he felt to his family he often drove down for sweats, participated in ritual gift giving, and never missed the Sun Dance in June. He lived in Hardin, north of the reservation, where he rebuilt truck engines during the day and drank hard in the bars at night. He fought often and lost seldom. When he was drinking with Uncle Pokey, the two of them lying on the bed of Pokey's pickup staring into the limitless stars of Montana's big sky, passing a bottle of Dickel Sour Mash between them, Harlan would talk of his time in Vietnam, of the two brothers he lost there, and of the warrior blood that was part of the Hunts Alone family. Pokey would answer Harlan's painful pride with parables and mystical references until Harlan could stand it no longer. â€Å"Damn it, Pokey, can your medicine fix a Cummins diesel? Can it fill out a tax form? Can it get you a job? Fuck medicine. Fuck fasting. Fuck the Sun Dance. If I thought I could do it, I'd take Joan and the kids and go a thousand miles from here.† â€Å"You'd be back,† Pokey would say. Then the two of them would lie there drinking in silence for long minutes before one of them would bring up basketball, hunting, or truck engines – some topic safe and far away from Harlan's anger. Some of those nights Samson would crawl out of his cot, sneak past the six cousins that slept in his room and out into the yard, where he would lie by the wheel of the old truck and listen to the two men talk. Harlan was the only adult Samson knew who would talk about the dead, so the boy would lie there with his face against the cold grass hoping to hear something about his father or his mother, but mostly he heard about his two uncles, dead in the jungles, or his grandfather, who died piece by piece in a white hospital of diabetes. His father had died too young to leave many stories or a strong ghost. Not that Harlan would admit to believing in ghosts. â€Å"If I'm haunted,† he would tell Pokey, â€Å"it's not by my unrevenged brothers, it's by you and your back-assward ways.† After time and hangovers passed, Samson would ask Pokey about Harlan and always get the same answer. â€Å"Poor Harlan, he is out of balance. I should dance for him at the Sun Dance.† It was no answer. Samson remained confused. Samson watched as Harlan rose from the bench and undressed for the sweat. He was tall and lean, his skin deep red-brown in the firelight, his eyes and hair black as an obsidian arrowhead: pure Crow brave. But as Samson undressed he wondered why his uncle seemed so unhappy with his heritage. He treated his Crow blood like a curse, while Pokey seemed to see it as a blessing. They were half brothers, sharing the same mother, belonging to her clan, growing up in the same house; why were they so different? Why did neither one seem to be able to live comfortably in his own skin? Naked, they all entered the low dome of the sweat lodge and sat in a circle around its perimeter. Pokey placed a bucket of water by the fire pit, then he pulled down the door flap. He added sweet grass and cedar to the hot rocks and fragrant smoke filled the lodge as he sang a prayer song. His prayers were in English, which Samson knew embarrassed him some. Pokey, like Grandma, had gone to a boarding school run by the BIA where Indians were forbidden to speak or learn their own language or religion. In this way the BIA hoped that the Native American culture would disappear into the larger white culture, assimilated. Harlan, on the other hand, was ten years younger than Pokey and, like Samson, had been taught Crow in school as part of the BIA's move to preserve Indian culture. Pokey poured four dippers of water onto the rocks and Samson lowered his face to avoid the steam. As Pokey sang, Samson let his mind wander to the Ponderosa. He would like to live on that big ranch in that big house and have his own room and two guns like Little Joe Cartwright. Until Grandma had taken all their per capita money a year ago and bought the big black-and-white television at the Kmart in Billings, Samson thought that everyone lived in a small house with twenty cousins and five or six aunts and uncles and their grandma. Everyone on the reservation seemed to. Before the television arrived Samson did not know he was poor. Now he spent every evening piled in the front room with his family watching people he did not know do things he did not understand in places he could not fathom, while the commercials told him that he should be just like those people. None of those people ever took a sweat. Pokey had poured the seven dippers and the sweat lodge was so hot that Samson's mind went white. He lay down on the floor to breathe some cooler air. Someone lifted his head and asked him if he was okay. He answered yes and passed out. -=*=- Water was being splashed on his face. Samson came to and realized that he was being held in Harlan's strong arms. â€Å"We did a naming ceremony for you, Samson,† Harlan said. â€Å"From now on you shall be called Squats Behind the Bush. And you owe each of us a carton of cigarettes and a new Ford truck.† Samson saw that Harlan was grinning at him and he smiled back. â€Å"If I don't take the name, do I have to give you the gifts?† Harlan laughed and set the boy on his feet by a fifty-five-gallon drum where Harry and Festus were pouring dippers of water over their heads. After they were dried off and redressed Pokey moved the rocks out of the pit and replaced them with hot ones from the fire so the women could take their sweat. Pokey finished and led them into the house, which was surprisingly quiet. The little kids were in bed and the women filed out to the sweat silently as soon as the men entered. The cheap Formica table was set with five plastic bowls around a big pot of venison-and-cabbage stew and a basket of fry bread. Harlan poured them all coffee from a big black urn on the counter while Pokey dished up the stew. Samson attacked a piece of fry bread and was tearing away at its stretchy, donutlike crust when Harlan sat down next to him and said, â€Å"So, Squats Behind the Bush, what are you gonna do tomorrow if you see Old Man Coyote in your vision like your Uncle Pokey did?† Festus and Harry giggled. Samson answered the sarcasm in earnest. â€Å"Pokey's the only one with Coyote medicine. Pretty Eagle said so.† â€Å"Good thing, too,† Harlan said. â€Å"Some of us have to live in the real world.† â€Å"Harlan!† Pokey shouted. â€Å"Let it go.† â€Å"It's gone,† Harlan said. â€Å"It's as gone as can be, Pokey.† They finished their meal in silence, Samson wondering what Harlan meant by â€Å"It's gone.† Later, as he fell asleep listening to the soft breathing of his cousins, he imagined himself living on the Ponderosa; sleeping in his own room, herding cattle on his own black horse, carrying two shiny six-guns, practicing his fast-draw, and always staying on the lookout for Indians.