Determining the Concentration of Calcium Carbonate in an Unknown Substance through the Methods of Titration Aim Essay Example for Free

Determining the Concentration of Calcium Carbonate in an Unknown Substance through the Methods of Titration Aim Essay Determine the concentration of the unknown ethanoic acid solution by titrating with a known concentration of sodium hydroxide Equipment and Materials * Unknown ethanoic acid * 50cm3 burette * 250cm3 Erlenmeyer flask * 100cm3 beaker (for CH3COOH) * 200cm3 beaker (for NaOH) * 100cm3 beaker (for waste) * Standardized sodium hydroxide solution * Burette clamp * Retort stand * Phenolphthalein indicator * 50cm3 graduated cylinder * Distilled water (to rinse the flask) Procedure: To begin with, obtain approximately 200 cm3 of sodium hydroxide solution. Then, set up the retort stand and burette clamp as indicated in the diagram below. Using two 10 cm3 aliquots of the NaOH solution, rinse the burette twice. Next, fill to above the 0.00cm3 mark and drain down to below the 0.00cm3 mark in order to remove any air bubbles. After that, transfer 50 cm3 of the unknown acid into the 250cm3 flask. Into the same flask, place 2 drops of the phenolphthalein indicator. Finally, add sodium hydroxide from the burette until you reach the endpoint. Procedural Notes To accommodate for the sodium hydroxide that splashes to the sides of the flask, distilled water was used. Using the distilled water on the sides of the flask was rinsed down to bring the sodium hydroxide to the rest of the solution in the flask. Also, when dropping a half-drop into the flask, the following procedure was used: First, a half-drop was made at the tip of the burette. Then, using the flask, the half-drop was collected to the flasks side. Finally, using the distilled water, the half-drop was rinsed down to the rest of the solution. To make it easier to recognize the endpoint of the reaction, a white paper was put under the flask. This way, it was easier to see when the solution changed color. Observation (Data Collection): Quantitative Data Measurements Recorded During the Experiment Trial 1 2 3* 4* Initial Burette Reading (ml?0.02ml) 0.20 0.42 0.10 0.23 Final Burette Reading (ml?0.02ml) 45.70 45.93 45.39 45.30 Volume of Ethanoic Acid Used (ml?0.04ml) 50.00 50.00 50.00 50.00 *To increase the results, trial 3 and 4 was taken from another group to get more data, thereby increasing the accuracy of the data. Qualitative Data Descriptions of the Substances Used and Produced Sodium Hydroxide Clear solution, low viscosity, slippery Ethanoic acid Clear solution, acidic, Phenolphthalein indicator Clear solution, comes in bottle, add as drops Solution Produced (NaCH3COO(aq) + H2O) Clear/pink throughout, trail 4 was the most successful as it was closest to clear than all other trails. Volume of trial 1 was greatest as a lot of water was used in order to wash down the sodium hydroxide stuck to the side of the flask. Data Analysis The neutralization reaction between sodium hydroxide and ethanoic acid is Sodium Hydroxide + Ethanoic acid Sodium Ehthanoate + Water Therefore, the molar ratio is 1 mole of sodium hydroxide to 1 mole of ethanoic acid. Sodium hydroxide is known to have a concentration of 1.003 mol dm-3à ¯Ã‚ ¿Ã‚ ½0.004 mol dm-3. Consequently, the following represents the calculations to determine the concentration of ethanoic acid in trial 1: Using similar calculations, the concentration of ethanoic acid for trials 2,3, and 4 were calculated as well. The following table represents the results. Results for the calculations of the concentration of ethanoic acid used in each trial Trial Concentration of CH3COOH / mol dm-3 CH3COOH Uncertainties / % 1 0.913 1.3 2 0.913 1.3 3 0.909 1.3 4 0.904 1.3 Average 0.910 1.3 Conclusion: In conclusion, the result of this lab indicates that the concentration of CH3COOH is 0.910 mol dm-3. Using this value, and the actual value of ethnoic acid, 0.9190 mol dm-3 à ¯Ã‚ ¿Ã‚ ½0.0004 mol dm-3, percent error was calculated as follows: With this, we see that the percent of uncertainties is greater than the percent error. The percent of uncertainties represents the random errors, in which the measured value can either be bigger or smaller than the accepted value, due to an imprecise measurement. To improve these random errors, it is necessary to use more precise equipment and/or repeat measurements. One example of this would be to use a pipette instead of a graduated cylinder, especially because ?0.4 cm3 is a relatively large uncertainty. Consequently, the use of such equipment led to the percent of uncertainties being greater than the percent error. This means that the random errors cover for the errors in this lab. However, there are a couple potential systematic errors that should be appointed in this lab. The biggest one would be that it is hard to get to the endpoint, where the solution is barely pink. In all trials, the solution became clear pink. However, it was only in trial 4 that the solution was truly ambiguous to whether it was slightly pink. The difficulty of getting to this ambiguous clear pink is definitely a systematic error as it always leads to a larger volume of sodium hydroxide used to react. One way to improve this may be to perform the lab in a longer time span. When I performed the lab, I felt pressured to get a sufficient amount of trials done within the class period. By stretching the time span of the lab, it may be possible to take more time and get better quality results. A more realistic improvement may be to record measurements more frequently when approaching the endpoint. This would give us two measurements that the endpoint lies within, helping us estimate where the endpoint actually is. However, improving this error would lead to a smaller volume of sodium hydroxide, a smaller value for the concentration of ethanoic acid, which would make the observed value further from the true value. Another systematic error in this lab is the sodium hydroxide splashing to the sides of the flask. Although using water to rinse the sodium hydroxide down was aimed to cover this, another way to improve this may be to use equipment with a wider mouth, such as a beaker, instead of a flask. Once again, improving this error would lead to a greater percent error for the same reasons as the difficulty of getting an ambiguous pink color. Next, although it most likely did not affect the results in this lab, there is a question to whether rinsing the burette two times is sufficient. To improve this, it may be suggested that rinsing the burette 4 times is more sensible, even though it is time consuming. A final systematic error comes when transferring the ethanoic acid from the graduated cylinder. When this happens, some of the ethanoic acid may be retained in the graduated cylinder. This is a systematic error as this always leads to a smaller volume of ethanoic acid than measured. To improve this error, one may pour a tiny bit more than 50 ml of ethanoic acid, and measure that as 50 ml of ethanoic acid. Improving this error leads to a larger volume of ethanoic acid, a lower concentration of ethanoic acid, and once again, an increase in percent error. All in all, it is very interesting how knowing the amount of one substance can help determine the amount of another substance, although it is a topic that appears frequently in chemistry. In this case, knowing the number of moles of sodium hydroxide enabled us to know the concentration of the ethanoic acid. Furthermore, this lab helps one enhance their knowledge on the difficulty of setting up a lab. By reviewing and understanding the errors to a lab, one can relate the improvements to future labs. In a nutshell, this lab exemplified the process of titration, and how useful it can be.

The human digestive system

The human digestive system The human digestive system is responsible for the intake, breakdown, absorption and finally removal of nutrients and energy needed for the functioning of the human body. It performs these duties by allowing nutrients and energy in the form of food to enter the body, and then removing the materials needed from the food, then absorbing the materials into the body, as well as sending these materials to the place that theyre needed, and finally removing the leftover materials from the body. The system consists of the primary organs; the mouth, the esophagus, the stomach, the small intestine, the large intestine, the rectum, and the anus, as well as the secondary organs; the liver, the salivary glands, the gallbladder and the pancreas. The mouth is responsible for the immediate intake of food, and is partially responsible for digestion, through the process of mastication, which is the chewing of food. Food enters the body through the mouth, where it is than chewed to soften and partially breakdown the food. Saliva from the salivary glands also aides in the preliminary breakdown of foods, because of the chemicals and enzymes contained in saliva. Once the food is sufficiently broken down, it is swallowed and brought to the next organ in the digestive system, the esophagus. The Role of the esophagus is simply to allow the partially broken down food to travel from the mouth to the stomach. Its role in digestion is minimal, but it is still considered one of the major organs in the system. At the joining point of the esophagus and the stomach, called the cardiac sphincter, is the blocker that prevents gastric acid from exiting the stomach and damaging the mouth or the esophagus itself. When the Cardiac sphincter fails its job, the gastric acid seeps into the esophagus, causing damage to the interior of the esophagus, as well as the painful sensation known as heartburn. The stomach is a muscular, hollow organ in the human digestive system, and is one of the primary sites of digestion. It is filled with gastric acid, a powerful acid that breaks down food with relative ease, digesting most foods in about 4 or 5 hours. The stomach contains three glands, which are used to either aid in the digestion of food, or protection of the stomach from its own digestive materials. The three types of glands are the pyloric gland, the cardiac gland and the gastric gland. The pyloric gland is responsible for secreting gastrin, a hormone which stimulates the production of gastric acid. The gastrin activates the gastric glands, which start secreting gastric acid. The cardiac glands are the centers of mucus secretion in the stomach. This mucus is used to protect the lining of the stomach. A common problem associated with the stomach is peptic ulcers, a type of ulcer formed by a disturbance in the regulation of the hormone gastrin, which causes to much gastric acid to be produced, which causes damage to the mucus membrane and the stomach lining. After food has been digested enough, it moves out of the stomach and into the small intestine. Another round of digestion occurs in the small intestine, even more than in the stomach. Absorption also begins to occur at this stage in the digestive system. The small intestine is broken down into three parts, the duodenum, the jejunum, and the ileum. The duodenum is the first part of the small intestine, and it is responsible for most of the food digested in the small intestine. The duodenum also regulates the rate of emptying of the stomach via hormonal pathways. The next part of the small intestine is the jejunum, which is the longest portion of the small intestine, but it is also responsible for very little digestion, but is primarily responsible for the first round of absorption, where it takes most of the nutrients out of the food matter. The final portion of the small intestine is the ileum, which is where the final bit of absorption in the small intestine takes place. Once the now digested material finishes its path through the small intestine, it enters the large intestin e. The large intestines primary purpose is to remove most of the water from the now indigestible mass, and move it to the anus, where it will be removed from the body. The large intestine is made up of the cecum, the rectum and the colon. The cecum is not very large in humans, and is barely existent at all. It serves a much higher purpose in herbivores, where it digests tough leaves with the help of symbiotic bacteria. In humans this is not necessary, so it has become very unimportant. The colon is where the water is taken from the digested food matter. The rectum is where the waste is temporarily stored before it is excreted from the body, which takes place in the anus. The secondary organs in the digestive system are also vital to the survival of a human, but they take a more passive role in digestion. The liver plays a major role in digestion and has a number of functions, including glycogen storage, decomposition of red blood cells, plasma protein synthesis, hormone production, and detoxification. It lies below the diaphragm in the thoracic region of the abdomen. It produces some of the systems bile the rest is produced by the gallbladder, an alkaline compound which aids in digestion. It also performs and regulates a wide variety of high-volume biochemical reactions requiring highly specialized tissues, including the synthesis and breakdown of small and complex molecules, many of which are necessary for normal vital functions.

Customer Relationship Management System

Customer Relationship Management System Executive summary The purpose of this research is to explore and examine the experience and perception of management and employees to know about the importance, implementation of customer relationship management (CRM) system in German organization. For better understanding of the topic, a literature review of the past and relevant research about CRM perspectives is going to be taken place, in addition the findings would be compared with the literature review to know about the similarities and differences between the two. This research is taken the account case study analysis of two German organizations. Mainly the data is taken from the seven days visit to Bremen City of Germany. Where the trend of being innovative seen in Beluga shipping and DB schenker logistics use information technology to support its huge network of frights transport. After the analysis of findings, the conclusions and recommendation are given on the bases of potential pitfall and success of CRM system help in increase the value for both customer and organization. 1. Introduction In todays business environment, it is very important to understand the consumers behaviour as it shapes the market trends. They are well aware, more educated, and more serious in demanding for product and services that they require and they are well aware of the technology and comparing the products. It is imperative for the organisation to understand and share their internal customer knowledge and then combine it with new information about their customers in order to compete in the market and to achieve the future success. The basic three steps in marketing process is to understand the market place, designing marketing strategy in order to customer driven and making up marketing program, which leads to the forth and most important step, is to build a profitable customer relationships, ( kotler Armstrong, 2006). In order to establish such relationship it is most important to understand Customer relationship management (CRM) which is concept of modern marketing reforms. Kotler 2006, customer relationship management is the overall process of building and maintaining profitable customer relationship by offering superior customer value and satisfaction which means deals with all the aspects of attaining, maintaining and growing customer needs (kotler Armstrong, 2006). Although customer care is always being given importance in the commercial activity, the new model of Customer relationship management known as CRM is very essential for organization in adapting a customer focused structure, which can maximises the potential value of customers expectations from the company and get the opportunity of making business strategy on the basis of information obtain from customer (Kenneth, 2002). The research describes the various aspects, like customer focus strategy, reforms needed to current customer business processes, change management and constant progress in developing and implementation of CRM system. The research further describes the present literature on CRM, benefits and possible barrier to CRM system in the context of German organization, analyzing the observation during the visits to companies in Bremen. AIM The aim of the research is to evaluate the importance, implementation of Customer relationship management system. Objectives To understand the key definition of CRM. To explore the importance of developing CRM in an organization To analyze the benefits of Information process on CRM framework. To examine the framework and literature of CRM and compare it to the companies visited in Bremen. 2. Literature review 2.1 CRM perspectives In the business environment customer plays important role and considered to be top priority. This statement is much more reliable, strong and applicable to todays world than it was before. The organization success is fairly depends on their ability to facilitate customer constantly, fulfil all their specific needs of product and service. This concept is understood by studying customer relationship management (CRM) where its all about to locating, obtaining and retaining customer. Gartner considered CRM as mostly recognized customer and sales oriented strategy which includes advance technology to manage, mechanize, and bring success in to business processes mainly sales activities, but also involve those of marketing, customer service and technical support. The overall objectives is to attract more customer from the market, look after them and looking after existing customers, attract former clients back into the fold, and minimize marketing and client service costs (Gartner 2009). While Buttle, F. (2009) considered CRM as nothing more than relationship marketing, but also by manipulate customer to continue possible communication to increase customer consistency, maintenance and ultimate goal is to develop long term relationships. There is a great need of CRM because of rapid development of marketing and technology which goal is to understand the customer and to achieve enduring success in the competitive business environment. As CRM is present in mostly busin ess operation, Peelen, E (2005) believes that CRM is very influential tool for both business to business and business to consumer environments, but it has been underestimated. Due to the great exploitation of information technology, seller community and expert community, has great interest in CRM. The two terms CRM and relationship marketing used interchangeably in academic area (Parvatiyar sheth, 2001). CRM is a comprehensive strategy and process of attaining, retaining, and create association with the selected customer help to build superior value to the company and the customer (Parvatiyar sheth, 2001). Many marketing efforts considered to be used for customer retention which helps in customer attachment which can be achieved by staying in touch with customer after the sale is made, Vavra (1992). CRM is going beyond existing of literature because it require a cross functional combination of processes, people, operations and marketing capabilities that is possible through information technology and applications (Payne and Frow, 2005). In fact CRM goes ahead of customer focus, CRM not include only to make relationships and a system usage for collection and analyzing data it also involves in the integration of all these activities throughout the firm, connecting these activities to both firm and customer value. This enhance the capability of firm to enlarge this integration along the value chain, and development for the integration of these activities across the network of firm, these pool resource customer value while building shareholder value of firm, (Boulding, Staelin , Ehret Johnston 2005). 2.2The importance of CRM In one of customer think corporation survey, 68% customer leave due to poor services provided by companies show in appendix 1. The key to success is to create strong and long term relationship with customer. CRM is an important tool to generate benefits for both customer and sellers. They treated every customer specially and try to get the appropriate information about the usage of their purchase which makes firms to increase their sales and also increase customer loyalty. Furthermore CRM also helps in making the sale processes very easy and simple which help sales staff to deal faster. There is great opportunity for the organization to cross selling and up selling to customers which are loyal to firms through CRM. This helps the organization to develop the quality and better relationship with customers which also improve customer satisfaction, hence gained customer loyalty. Research suggests that new customer cost organization 4 to 8 times more than existing customer, Cannie and Caplin (1991) also suggest that keep customer for life time is better than sale at one time. With the help of CRM organization is capable to predict customer behaviour during purchases of product and services; with the support of IT by using different ways of communication with customer and stored it in business database. As there is rapid change in the customer behaviour, the most sensible way is to keep track of customer change and persuade them properly is to build supportive and collaborative relationship with customer (Sheth Sisodia, 1995). CRM also creates very useful knowledgeable platform and processes between companies and their customer as past study proves that CRM is very powerful competitive tool in improving success of companies and their customer. 2.3 How CRM system works for organization CRM Framework The theoretical frameworks are based on the combination of previous literature, experience and common sense (Eisenhardt, 1989). There are many different inspirations which result in different development, but it is not possible that one successful CRM framework is suitable for every business sector (Duane, 2009). Many researchers suggested that integrated framework should be on the basis of conceptualization and should be process oriented (Payne, 2005, Dous2005, Parvatiyar, 2001 in Appendix 2). Payne et al, (2005) develop a framework for CRM on five generic processes, which are, (1 the information management process, (2The multichannel integration process, (3 the value creation process, (4 the strategy development process and (5 the performance assessment process. After this framework given by Payne, an effective CRM is now to support and give value to the wide number of customers and employees; CRM has to support wide range of roles, channels and devices. Mainly, CRM activity will involve in the collection of customers, suppliers, partners and relevant data thorough multiple channels of way like web, phone, email, fax etc, (the multichannel integration process) and using Knowledge management(KM) approaches to transform the collected data in to the useful information for making business decisions (the information management process). Vision and objectives of company must be identified clearly (the strategy development process) than to transform it in to the different business programs and processes that gives mutual benefits to customer and business (the value creation process). The next step of CRM process cycle is to create the interaction with customer in order to maximize commercial exposure and return (the integration process). Finally progress is needed to be checked to look for any failure and helps to keep track the configuration of goals, resources and results (performance assessment process). 2.3.1The information process The fundamental to the successful implementation of CRM strategy requires flawless customer centric process, which is supported by integrated technology throughout the enterprise and also its supply chain which give right information at right time (Radcliffe, 2001). In supporting the statement that technology solutions support CRM, CRM must be flexible, customizable, connivance, cost effective and speed of operation, it must match the requirement of business. However, CRM tool is just a addition to CRM strategy, proper strategy and outstanding implementation is essential for a success of CRM (Parvatiyar, et. Al. 2001) 2.3.2The strategy development and the value creation process The strategy development process shall include basic steps of strategy formation, decision making and implementation. Bell (2000) points out that understanding the present allows people to attain an orienting perspective to provide a basic for moving forward. Hence, the strategy formation for CRM shall be based on the company mission and objective with taking into consideration the value creation for customer, employees and investors. Then, decided on the long term plan and operating plan based on the objectives set. Finally, take necessary action to effect implementation. The value-creation process is built on the capabilities and motivation of the companys employees to develop product and process innovation according to customer needs; to identify existing and potential customer profitability for decision on customer acquisition and customer retention activities; and the organizations value to customers, and the basis of its valuation by shareholders. At this point, KM participate an important roles by putting the information processing power of technology to anticipating or predicting customer needs. 2.3.3The multichannel integration The multi-channel integration process plays important roles to transform business strategy and value creation into value-adding interactions with customers. Those include all pre-sales communications, sales interaction, post-sale service and support with customer. At the present, there are many means of communications available in the market such as internet, direct mail, ground sales force and telephony; or a hybrid channel model which involves multiple channels. Therefore, for the company it is important to work on individual channel roles and tailoring them according the targeted customers segments needs instead of trying to capture all customer needs like provide Everything to Everyone Everywhere. 2.3.4 Performance Assessment process The performance assessment process covers the very important task of monitoring, CRM indicators is connected to the set objectives; which helps managers in making of plans ,taking decisions and guide ongoing daily activites. Kaplan Norton (2001) pointed out that since the traditional financial measurement tools such as balance sheets, profit and loss statement and cash flow statement are introduce to measure the activities like strong versus poor indicators, companies started implementation of very different method of measurement based on their internal decision making style.Kellen (2002) recommended a comprehensive CRM measurement frameworks which includes point of view from a verity of different business unit. The CRM measurement framework includes brand building, customer equity building, customer-facing operations and leading indicator measurement. 2.3.5 CRM global management There are many large internationally oriented companies which are today trying to become global by integrating their worldwide operations. To accomplish this they are seeking helpful and concerted solutions for global operations from their sellers instead of just engage in transactional activities with them (Parvatiyar Sheth, 2001).such customers make it very essential for marketers interested in many global business to adopt CRM programs, mainly global account management program (Yip Madsen 1996).Global account management (GAM) is theoretically similar to national account management programs a part from (GAM) have to be global in scope and thus more complex. To mange customer relationship management around the world there is essential need of external and internal partnering activities, this also includes the partnering across a firms worldwide organization. 2.4 Barrier to CRM CRM is considering being helpful tool for achieving organization goals, but when applying CRM concept and technologies to business operation needs through commitment. Depends on business to business type and how far they want to expand their application ,management has to find out the possible problem come across in the process of before ,during and after implementing these application. Here are some problems cited by Ramsay (2003) which are followings. 2.4.1 Lack of definition The rapid change in business environment, CRM is enclosed with new ideas, concepts, new technology, new methodologies, and constantly developing. As a result many companies are having difficulties in acquiring new technology, and also unsure about where to start. Management is not sure about how to approach CRM and how that affect the different phases of companys operation. 2.4.2 Poor leadership The team which are in leaders of CRM efforts are mostly functional heads who often do not have enough strategic plan or perspective experience of CRM. They are strictly being measured according to their specific activities within their functions. While the main focus should be on the companys overall strategies. One other factor is that most of CRM program are implemented projected base on general technical-requirements focus instead of business need focus. As mention earlier that CRM is strategic process that helps companies in understanding customer needs. So, companies can improve their processes to provide these needs to their customer (Oracle, 2006). 2.4.3 Insufficient help from CRM vendors CRM vendors are the ones who provide the new tools for organizations. Most of the time they only pointed out those CRM aspect which are involved in the product rather than focus on main important factors of CRM in lot of business areas. There are some vendors who would convince the customer by implementing CRM system, than the customer can solve all the problems which are facing by them currently. 3. Germany Germany is the world most famous second populous nation and Europes largest economy .Germany country itself is very strong position in its region in terms of economical, political and in defence organization. German economy is the fifth largest economy in the world in PPP terms is a leading exporter of machinery, vehicles, chemicals, and household equipment and benefits from highly skilled labour force(www.cia.gov).germany is among worlds largest and technologically advanced producers of iron, steel, coal, cement, chemicals, machinery, vehicles, machine tools, electronics, food, beverages, metal fabrication, shipbuilding, machine building, textiles and petroleum refining. In all above services and manufacturing account is the dominant share of German economic activities, raw materials and semi manufactured goods make a large portion of imports. Germany is democratic federal parliamentary nation, made up of 16 federal states in which Bremen is main port and tenth largest state of Ger many. 4. Bremen Bremen city population 551,600, capital of the state of Bremen, located North West of Germany along with Weser River .the state or Bremen was formed in 1947 by combining the two main parts Bremen and Bremerhaven both are the main port of state as well, where Bremen covers 325 square kilometres and Bremerhaven covers 80 square kilometres. Bremen is Germanys largest port after Hamburg and its commercial and industrial center trading in cotton, wool, tobacco and copper. The city of Bremen products include ships, aircraft, steel, machinery, electrical equipment, textiles, beer and foodstuff, specifically roasted coffee. Bremen has employed about half of workforce working in commerce, transportation and service sector. The shipyard was one of the largest employers closed in 1996. It is the oldest port city of German. Bremen strongly depended on industry sector of 83% in the economy. 5. Methodology This research mainly focuses on the importance implementation of CRM system in context to German organization.acoording to this, case study approach is adopted which enables the researcher in understanding and to pose question related to what happen, how thing work in CRM system and why (yin, 2003).the above literature review helps researcher in the different aspects of CRM system, potential pitfall and where to go during the implementation of CRM system in organization. The data for case study analysis was collected very short period of time which includes the 7 days visit to two main city of German state which is Bremen and Bremerhaven .there are some presentation arrange by the individuals representing their companies and there is interview session as well. The main two companies are chosen for findings is beluga and DB schenker. Mainly the data is collected from the company websites and during the interview session, informal communication with staff members and managers of organization the notes are made which helps researcher in relate the practical experience and observation with the literature review. The structure of CRM System is studied by using different articles ,books, academic journals .research papers and internet web pages which is relate back to data .Silverman (1998) stated that researcher should focus on what people do and what they say they do. These combined approaches give researcher a useful help in generating that data which i s rich in detail and high in rigidity (Miles and Huberman, 1994). 6. CRM in terms of German context The customer is main focus of every business and it is also been noticed in over visit to organization in Bremen is how their overall objectives of the companies fulfilling the needs of their customer. The presenter of Beluga, DB schenker and hansaflex also give evidence of complete satisfaction for their customer. Mostly of these organizations providing best services benefits to their clients. The beluga shipping was founded by presented and CEO Niels Stolberg in 1995, they working as a simple cargo operator during that time. From the very start off beluga shipping focus to create solid and fast rising niche market project and working on controlled heavy-lift cargo. The beluga group, consisting of main business, beluga shipping GmbH, beluga chartering GmbH and beluga fleet management GmbH co .offering to their customer a complete expert service worldwide, beluga is always in coordination with customer in every step of project planning and successful understanding .the beluga chartering involves the expertise of every cargo which closely work with transport engineering and operation department. They know exactly which ship is suitable for which cargo and also ensuring of continues employment of fleet. The beluga core service fleet management is responsible for fleet support, quality management, ship management, technical management with crewing and recruitment and planning of beluga cadets (management of sea academy) and supervision of new building projects is also in list of fleet management expertise. Beluga shipping managed strategic focus of how, flexibility and expansion, which make them the leading international specialist of heavy shipment of sensitive, bulky cargo which is difficult to handle. Due to the experienced experts at beluga shipping Gmbh that helps in achieving the demands of customer worldwide on the basis of modern fleet and advance technology, which involve the use for more than 70 multipurpose heavy lift cargos carries. These also ensure there is one ideally suited vessel is available for the respective specific challenge. Deutsche Bahn AG was founded in 1994; today it is worlds leading operators of passenger and logistics companies in 150 countries. The company rail activities in Germany are its core business. DB schenker is combination of transport and logistics activities of (Deutsche Bahn) employing more than 91,000 staff spread across around 2,000 locations. DB schenker is one of the leading global integrated logistics service providers and has a leading goods transport rail network at its disposal. Having its dense network DB schenker is operating in one of the world most important economic region, in air and ocean transport, in European land transport, in contact logistics as well as in supply chain management. With the help of this very special goods transport rail network company claim to provide quick and efficient solutions for the most varying of client requirements both with regards to trade and industry. 7. Main findings The presenter of beluga is much inspire from the company CEO work and the current setup business they have .Beckhusen explained how they managing the relation with customer while operating in the niche market of project and heavy lift cargo. As CRM makes itself necessary tool for business because it differentiate an organization among the competitor with the useful knowledge resource about product and also the ability to quick identifying and find solutions to customers problems (Nguyen, sheriff, and Newby,2007). Beluga presenter explained the knowledge about the product like, specialized in heavy lifting cargo and continues innovation for example, the continued expansion of the fleet capacity, to make vessel which can fulfil the demand of super heavy cargo uplifting possible.currenty the vessels in their fleet 69 units with the capacity of 800 tons and more ,than strategic target for the end of 2012 is 75 units, these new vessels will be equipped with cargo handing gear which can li ft a combinable load of up to 1400 tons on the most powerful units (its called Beluga P-class ). Db scheker presenter claimed that the huge network of rail service help in supporting the main dominant area of their business operation. Europeanization provides enormous opportunities for the railways. DB Schenker Rail getting advantage and has already made tremendous effort not only on the production but also on service side, customer focus is good example for better processes. Having no1 position in rail freight to maintain strong relationship with customer the CEO of DB Schenker rail Hedderich, explains that the expansion of rail fright helps to sustain that relationship and to attract new customer, which requires integrated planning across all the companies and across national border, in those countries where we find partner with strong performance, we work together with them. Putting customer in mind and work continually fulfilling the needs of customer Hedderich, also answer to the question about is customer will go along u current strategy? That restructuring is something th at many of our customers wanted because the quality of cross-border transport in many cases leaves something to be desired. Like Phelon (2004) define CRM by saying that customer leverage is an art. The rapid increase in the demand for heavy cargo and there is need of technological advancement for best compete in the market, Beluga use the up to date advance technology and also work along with partners to get growth in other potential markets .t( Nguyen, sheriff, and Newby,2007 ) stated that CRM helps in reducing the gap between customer and organization ,contributing to organizational success through customer loyalty, better service , superior information gathering and learning organizational. Beluga follow customer orientation approach, like we are, where the customer needs us any time offering 24/7 direct customer approach. Furthermore entrant of new markets like in March 2009 in the oil and gas sectors, Norway offers attractive opportunities for the Beluga fleet. So in order to understand and close view of the local market establish strong personal contacts with customer and also keenly to get involved in regional development in the maritime sector ,Beluga shipping GmbH esta blished a wholly owned subsidiary ,the beluga project (Norway) ,the board of director is constituted by Niels Stolberg (president and CEO of beluga shipping GmbH).the strategy to get closer to potential market helps in attracting new customer ,its increases customer satisfaction and reliability. Like in Asia region, the advantage of local presence, especially in Beijing, is being close the shippers and decision-making centres as well as to the freight forwarding companies and, in particular, being able to offer an extra service to industry through our cargo superintendents in Shanghai,says Jaap den Hartog, director of Beluga Chartering Department for Asia,(blue line beluga magazine .2008,page 35) The company can access easily to potential customer information and give possible solutions for customer problems. After successfully settle down and dealing with customer in Norway, Beluga CEO Niels Stolberg says, thanks to our local presence in Norway, we are able to position beluga fro coming project well ahead of time, we want to integrated our modern hardware and our innovative corporate philosophy into projects as early as possible, giving our customer a reliable transport solution, Confirmed by sales manager Robert instinsky. One important feature of CRM customer selectivity as research studies reveals that ,all customer are not equally profitable for an individual company (Storbacka,2000).the company therefore must be selective and tailoring its programs and marketing efforts by segmenting appropriate customer for individual marketing programs .in one news service (Oliver Schumacher issued by DB mobility logistics AG potsdamer platz 2, 10785 Berlin,Germany,2009) DB schenker is now leader in innovative air freight concepts. There is service operating by DB Schenker called skybridge service, example offering the unique intermodal solution to the combination of air and ocean freight from Asia to Europe Via Dubai, getting advantage from the low price of ocean fright with the speed of air fright. This combination of air and ocean frights Company get significantly lower cost compared to pure air freight, the offer is very attractive for companies that do not want to sacrifice the time advantage of air fright. DB Schenker is able to successful allocate its resources to those customer to serve its best to create mutual value. In global ocean freight, to giving importance to their customer the local presence of DB Schenker logistics combines the local market knowledge, global expertise, and the strength (2,000 locations in 130 countries) they have in their operating businesses helps to achieving organization goals. They can give useful solution to their local customer problems having in the operation of logistics services. As we look the above findings both companies working continuously on improving the quality of its products and services. To achieve successfully this, the ability of its customer service departments to response quickly and accurately to enquiries about the customer shipments is essential. As Beluga is working in niche market but the satisfaction of the customer is main priority of business. there is successful implementation of empowerment in organization .as Beckhausen describe her achievement from assistant to director in 5 years is the proof of company has the policy encouraging employees .the main decision is taken by the top management but they also encouraging lower management new ideas to work on it, than the ideas are successfully implemented in organization, this give employees as sense of freedom and encouragement which also helps to improve employee performance. while in DB schenker the case is different , Janina explained that most of the decision is taken by the top level management, there is no empowerment in organization, like the employees are working on day to day routine job no new ideas are encourage and implemented from the lower management. This will leads to inefficiency in work which will put adverse effect on customer relations with organization. Because employees plays basic role in the delivery of CRM activities, the firm need to give attention to organizational matter related to CRM it is important area of consideration, Data and technology processes and system are essential for CRM activities, in these processes and system without appropriate human interaction the returns on investments in these area is at risk (Boulding, Staelin, Ehret Johnston 2005).customer can loss trust on companys ability to deliverer quick and efficient work. For beluga and db Schenker, logistics is a key competitive quality factor. The factors behind the market success of beluga shipping are following. Quality and on schedule performance Precision and reliability Flexibility Expertise. While factors of market success for Db schenker logistics are; Linking component to the flow of goods. True sustainable footprint.

Enterpreneurship And Management Essay -- essays research papers

Entrepreneurship is The process of initiating a business venture, organizing the necessary resources and assuming the associated risks and rewards. Entrepreneurship as an option. For many years there was many worries surrounding the idea but recently there has been an outbreak of entrepreneurs making money and living a better quality of life. Women and minorities are now starting their own businesses more than men because they have been discriminated in the corporate world and decided to go out on their own. Entrepreneurship and the environment-people used to be worried about small businesses surviving now there are about 23 million out there. Since our economy is rapidly changing it creates new opportunities for small business owners everyday. New technology has opened thousands of new opportunities and especially with the Internet making a small business available to thousands of people around the world. Definition of a small business by the SBA is typically a business with 500 or less people or it can depend on annual receipts or the number of employees in certain categories such as manufacturing, retail and services. Impact of Entrepreneurial companies: about 600,000 new companies are incorporated every year. The SBA reports that small businesses employ more than 50% of the workforce and generate more than half of the nations’ GDP. Who are Entrepreneurs They are people that have a vision and want to achieve something. They need tolerance for ambiguity, self confid...

Comparing Knowledge in Descartes’ Meditations on First Philosophy and H

Comparing Knowledge in Descartes’ Meditations on First Philosophy and Hume’s An Enquiry Concerning Human Understanding, Rationalists would claim that knowledge comes from reason or ideas, while empiricists would answer that knowledge is derived from the senses or impressions. The difference between these two philosophical schools of thought, with respect to the distinction between ideas and impressions, can be examined in order to determine how these schools determine the source of knowledge. The distinguishing factor that determines the perspective on the foundation of knowledge is the concept of the divine. Descartes is a prime example of a rationalist. Descartes begins his Meditations on First Philosophy by doubting his senses in the first meditation. â€Å"From time to time I [Descartes] have found that the senses deceive, and it is prudent never to trust completely those who have deceived us even once†(Descartes: 12). In the second meditation, Descartes begins to rebuild the world he broke down in the first meditation by establishing cogito ergo sum with the aid of natural light. It is with this intuition that the cogito is established, from the cogito, intellect, from the intellect, knowledge; thus knowledge has been defined in this world that Descartes is constructing from scratch. Descartes uses the fact that he is a thinking thing to establish the existence of other things in the world with the cosmological and ontological arguments, as well as a meditation on truth and falsity. â€Å"So now I seem to be able to lay it down as a general rule that whatever I perceive very clearly and distinctly is true† (Descartes: 24). Descartes only utilizes his perceptions to establish ideas of the things t... ...traced back to original impressions. The source of knowledge is not a topic that is universally agreed upon. To rationalists, who usually have a sense of the divine, innate ideas give them cause to base knowledge in reason, being derived from ideas. To empiricists, who do not hold innate ideas to be valid, knowledge is unearthed through the senses, derived from observations. The presence of a concept of the divine is the deciding factor of whether knowledge originates from the senses or the ideas. Works Cited Aristotle. Nicomachean Ethics. Translated by Terence Irwin. Hackett Publishing Company: Indianapolis. 1985. Descartes, Rene. Meditations on First Philosophy. Translated by John Cottingham. Cambridge University Press: Cambridge. 1996. Hume, David. An Enquiry Concerning Human Understanding. 2nd edition. Hackett Publishing: Indianapolis. 1993.

Comparing the IMC programs of ARC and P&G

Table of Contents Executive Summary 3 The Procter & Gamble and its â€Å"Thankful Mom† campaign 4 1. 1. Target audience of â€Å"Thankful Mom† campaign MIMIC objectives of â€Å"Thank you Mom† campaign 5 Marketing MIX of â€Å"Thank you Mom† campaign 6 Measuring MIMIC Outcomes 7 2. American Red Cross organization and 2009-2010 year campaign 9 2. 1. 2. 2. MIMIC objectives of American Red Cross campaign 10 2. 3. Marketing MIX of American Red Cross campaign 11 2. 4. 15 3. Analysis of MIMIC practices between the ARC and P&G organizations 15 References 17 Procter & Gamble Company and American Red Cross organization on U. S. Market.The documentation analyses idea and thought of Integrated Marketing Communication (MIMIC) in present business pattern and need, critically assess the parts, capacities and devices of MIMIC all hands on deck/nature's turf, evaluate the patterns and business sector authority on MIMIC; how new patterns will offer effect to the business, analyze the developing issues and difficulties of MIMIC in the worldwide commercial center. The first and second chapter describes the MIMIC program P and ARC, target audience, objectives, tools and results. In the third chapter the analysis and comparison of communication activities. . Procter and its â€Å"Thank you Mom† campaign Procter & Gamble Co. – an American organization, one of the world pioneers in the purchaser products market. The organization is one of the heading organizations in the United States by the volume of benefits and business promotion. P is the world's biggest publicist; the expense of promoting surpasses $ 8 billion. P&G is considered organization originator of brand administration. Presently, the organization claims 23 brands with worldwide deals in abundance of 1 billion dollars, and an alternate 20 brands with deals above $ 500 million.It is these 43 brands are he motor of development of the organization and give yearly deals development. P &G required re-building solid buyer esteem over its brands to help drive deals. To drive deals crosswise over brands and classes, P&G required a profoundly better approach to ponder making extra customer esteem for its brands. For the 2010 Winter Olympic Games in Vancouver, Canada, P&G Joined to be a supporter of the US Olympic Team and appeared the first corporate battle – ‘Thank you Mom' with the extremely fruitful Ð’Â «KidsÐ’Â » and ‘You'll Never Walk Alone' ads.Emulating the achievement of that sponsorship, P marked on as a full International Olympic Winter Olympic Games. 1. 1 . Target audience of â€Å"Thank you Mom† campaign The enormous thought is arrange around the buyer – for the most part women – in the part they interestingly play as parental figures and family stays – as moms – in a manner that has worldwide reverberation – through association with the yearnings of the Olympics. Regardless of which type of segmentation scheme we use, the key is adjusting the marketing program to recognize customer differences.The major segmentation variables?geographic, demographic, cryptographic, and behavioral segmentation (Kettle and Keller, 2012) (Table 1). Main Dimension Segment Break down Geographic Metropolitan Areas Cities throughout the U. S. Density Urban, countryside Demographics Age Cohort 18 and higher Gender Female Race All races Life Stage Adult Birth Era Generation X and Y Family size 1-2 and more Residence Tenure Rents or Owns Household Income irrelevant Education Occupation Cryptographic Personality family-centered Values Family, parenting, housework Table 1 .Target Market Analysis Compiled by Author To do this, P would be doing what it had never done previously: heading with the corporate brand. It would put P before the brands that individuals love and trust. Surprisingly, P would be focusing on its center crowd, women 18+, with a brand battle from an organization that most had never given more than a passing suspected. For this activity, the target demographic was the 85 million mothers that live in the U. S. P, through its brands, has a 170 or more year history of engaging mothers to be their best and likes the commonplace reparations mot. . 2. MIMIC objectives of â€Å"Thank you Mom† campaign The general promoting correspondences methodology was to make a valid association for P to the Olympic Games in a manner that would permit it to emerge from different supporters. From the beginning, the association in the middle of P and the Olympic Games did not exist. P is not in the matter of sports gear or games drinks. Anyway, for more than 170 years, P has been in the matter of helping mothers. Along these lines, while the various backers concentrated on praising the competitors, P would praise the mothers behind the players.The PR arrangement of substantial demonstrations of administration was Judged the establishment of the project. The deliberation s showed that ‘P&G Proud Sponsor of Moms' was not a smooth promoting line but instead an authentic route for buyers to e acquainted with P and the way its brand motivation behind ‘touching and enhancing lives all the more totally' aides its activities as an organization. Objectives: 1 . Make a Love Mark. To get women 18+ to choose P (and therefore P brands). Create a stronger emotional connection to P and its individual brands through the Olympic experience. . Generate more than 1 billion impressions during the Olympic and Paralytic Games. Own positive corporate/brand coverage. 3. The most important objective was sales. P aimed big with an unprecedented global incremental sales goal from its Olympics marketing program. . 3. Integrated Sponsorship, for an organization, comprises in supporting a game occasion, a group or a player. This is a correspondence structure that plans to strengthen brand mindfulness create a picture related to the accomplice values.The advancement of Olympic Games sponsorship originates from charity to business. In fact, at first, backers should account the Olympic Games and today, it is more about them to get cash from the promoting they make tossed this occasion. P has supported Team USA at the Winter Olympics in Vancouver and it was the starting point for a successful marketing communication campaign. Public Relations The main distinctive quality of PR is high credibility – news stories and features are more authentic and credible to readers than ads (Kettle and Keller, 2009).Today, if you enter the name of the company (thanks Mom) in the search engine Google, it will give 6,350,000 results. Every woman admires P & G, athletes and respected marketers and Journalists are trying to analyze a given campaign. Word-of-Mouth Word of mouth is very Influential MIMIC tool, because people trust others they know and respect. In addition, word of mouth can be a very intimate dialogue that reflects arsenal facts, opinions, and e xperiences.Again, word of mouth occurs when people want it to and are most interested, and it often follows noteworthy or meaningful events or experiences (Kettle and Keller, 2009). Inside the structure of the fight Ð’Â «Thank you MomÐ’Â », Procter & Gamble likewise offered a Ð’Â «Thank you Mum GiftÐ’Â » to a few moms of Olympian. For some of them, it was the main answer for watch their kid contending at the Olympics. Procter & Gamble likewise made the P Family Home, a spot in the Olympic Village where the players and their families can unwind and appreciate a minute together.Inside the Family Home, the Procter & Gamble gathering could upgrade some of its leader brands, with the Pampers Playground, clothing administrations, an excellence and preparing focus et cetera. There is additionally a magnanimous part where the organization focuses on helping mothers raise the up and coming era of competitors through the formation of its P Team USA Youth Sports Fund. Purchaser s are welcome to backing through social engagement, gifts and support in brand programs from items, for example, Pampers, Tide, Gillette and other.Social Media Picture of Branding Champions: P's Winning Sponsorship of the 2012 Olympic Games speaking of emotive, P&G propelled the foundational segment of its sponsorship, Ð’Â «Thank You, Mom,Ð’Â » around Mother's Day with a two-moment film called Ð’Â «Best JobÐ’Â » that was imparted online and through Youth. The film profiles moms in distinctive nations assisting their youngsters their aggregate trips to achieve the apex of wellbeing, ability and physicality at the Olympic Games while participating in practices that require P items, for example, washing the dishes and doing clothing.  «Best JobÐ’Â » was repressed into organizations proper for TV spots and viral imparting and has been seen by very nearly 13 million customers as everywhere as possible. P further engages purchasers to experience the conclusion and th ank their mothers with a Backbone application that has been utilized to respect more than 30,000 mothers and numbering. 1. 4. Measuring MIMIC Outcomes of â€Å"Thank you Mom† campaign arrangements, creating 2. 6 billion impressions and pulled in sparkling scope from The Today Show, The New York Times and other top national media.A standout amongst the most generally acclaimed crusades of 2010, the completely incorporated Thank You Mom' battle brought about almost $100 million in incremental deals for P&G and the organization's most elevated total U. S. Piece of the pie for the financial year in the JEFF quarter. Business Building Results: The 2010 Olympic Winter Games sponsorship conveyed exceptional business and brand-building results for P: Over $100 million in incremental P deals, P's most astounding total U. S. Ice of the pie for the financial year in the JEFF quarter when the P&G Olympic Games sponsorship was broadcasting live. In view of the accomplishment of the Vancou ver program, P&G turned into a worldwide OIC TOP purport and wanted to execute and stretch the system universal. Marketing Results: Proud Sponsor of Moms' campaign unified 18 brands into a holistic, multi-brand campaign P value was essentially enhanced among the intended interest group of mothers PR Results: 6 billion purchaser impressions from publicizing, computerized and advertising, with 2. Billion accumulated from PR deliberations, More than 2,800 situations including immersion crosswise over national TV shows (e. G. , Today Show, Good Morning America, Entertainment Tonight, BBC World News Tonight) and significant print outlets (e. . , The New York Times, The Washington Post, USA Today, Associated Press, People Magazine, Redbook Magazine, US Magazine and the sky is the limit from there), Coverage in 24 of main 25 DAM (Designated Market Area) markets, First time in P history that unearned media garnered more impressions than paid media.The American Red Cross is an others conscio us affiliation that gives emergency support, disaster help and direction inside the United States. Since its securing in 1881 by visionary pioneer Clara Barton, the American Red Cross has been the nation's head emergency response affiliation. As a peculiarity of a general advancement that offers unprejudiced sympathetic attention to the losses of war, the American Red Cross divides itself by similarly supporting setbacks of decimating standard cataclysms.As the years progressed, the affiliation has developed its organizations, constantly with the purpose of balancing and mitigating continuing. Today the American Red Cross offers profits in five separate areas: gathering profits that help the penniless; trades organizations and comfort for military parts and their relatives; the get-together, planning and dissemination of blood and blood things; educational undertakings on preparation, wellbeing, and security; and overall lightening and progression programs.Coordinated Marketing Comm unications Plan of the Red Cross coordinates all channels, including intelligent/computerized promoting, out-of- home advertising, social, and portable showcasing to fortify the Red Cross brand and expand fiscal gifts among the biggest and most influential era to ever grow up – the Millennial. 2. 1. Target audience of American Red Cross campaign There Millennial serve as the essential focus for the ARC Integrated Marketing Communications plan.Their potential using force and social impact are unmatched, ND they speak to the biggest open door for the Red Cross (Table 2). Market Parameter Breakdown Geographic region Primary emphasis on major coastal cities Urban 18-31 Male and Female Generation Y/Millennial Socioeconomic Income $1 5,000+ Bachelor's Degree or Greater High managerial and innovative Captivated, eager, extroverted, tech-sharp, incline subordinate, family-focused, autonomous Market Parameter Family/group turned, status-driven, cash cognizant, exceptionally energetic Table 2.Target Market Analysis According to the Pew Research Center in 2010, more than 80% Millennial lived in cities. In the United States, major cities are mainly on the coast. People of this generation are in the age group born in 1979 until 1994, I. E. Most of them in 2010 were already adults. Representatives of Generation X are very energetic and creative. Are not conservative, but have high family values. Older age group of generation is already married, have a stable income and personal possessions. . 2. MIMIC objectives of American Red Cross campaign The American Red Cross entered the final quarter of 2009 with a financing shortfall Their deliberations to close the pay hole had been ruined by lower than foreseen peaceable offering because of an absence of significant Ð’Â «top news storyÐ’Â » debacles an the nation's monetary emergency. Circular segment needed to catch a more noteworthy offer of occasion and year-end giving so as to meet their yearly plan objective.Th e key test: Most benefactors think about the Red Cross as the association to backing when a real catastrophe hits. Few would relate the occasion with providing for the Red Cross. Also they be going after offer of brain and wallet – against other settled philanthropy battles that have gotten to be occasion customs. Also they needed to work quick. They started arranging the procedure, imaginative and media in mid-September for a Thanksgiving dispatch. Everything organization need to set goals, destinations are vital they center associations.Organizations that have particular points are typically more effective than those that do not; on cacao of a business with targets realizes what it is attempting to accomplish. Goals might be set in every aspect of the business e. G. Deals, generation, back and promoting. Destination that takes after SMART is more prone to succeed on the grounds that I clear (specific) so you know precisely what needs to be attained. You can tell when has be en attained (measurable) in light of the fact that you have an approach to measure fruition.A SMART goal is liable to happen in light of the fact that it is an occasion that is achievable. Before setting a SMART target applicable variable, for example, assets and time were considered to guarantee that it is realistic. At long I the timescale component gives a due date which helps individuals concentrate on the undertakings needed to accomplish the target. The timescale component stops individuals putting off undertaking fulfillment. Objectives: 1 . Increase revenues by 20% by 2010, and thereby to reduce the deficit in the budge 2. Increase ARC share of holiday/year-end donations.Present a convincing defense for the desperation of providing for the Red Cross in a non-debacle setting. Make a Red Cross organization to collect donations not only during natural hazards by 201 3. Increase awareness of the organization several times during the campaign. 4. Enter an online donation to the c ommon practice of the people during the campaign 2. 3. Marketing MIX of American Red Cross campaign Curve's general system was to make an Ð’Â «encompass soundÐ’Â » impact in the immemorial center amid the season in which contributors are most slanted to give.Into this timeline, they outlined and embedded a multi-channel battle that was a crossover of immediate reaction and marking intended to lift all out reaction. Americans see the Red Cross as the association they rely on in a fiasco. Earnest needs and human enduring persuade them. Anyway, the then-current situating line (Ð’Â «Change a life. Starting with your own. Ð’Â ») did not address ARC's unique quality. The required another subject for the battle that would pass on the desperation of the

Don’t Complain

Often heard people complain why my face is not beautiful, why the weather is so bad, why I live in such a poor family †¦ why should we complain about it? Just like what Maya Angelou said:†if you don't like something, change it. If you can’t change it, change your attitude. Don't complain. † I remember I read an article about Helen Keller. The day she became blind and deaf she was only 18 months old! At the beginning she was really sad and very easy to get angry, but after a few weeks, she composed herself. She began to find her own path in life.Miss Sullivan began to teach Helen vocabularies and how to touch Braille; Helen had generated a great interest in knowledge. Ultimately, she was admitted to Harvard University with honors. She didn't complain what she doesn’t have; she changed her attitude towards life and became successful. Another example, Hawking was a British  theoretical physicist, and author. He was suffering from Lou Gehrig's disease and paralysis soon. After a few years, Hawking lost his ability of speaking also. Hawking was being detained in a wheelchair for 40 years; the disease has made his body completely deformed.Even so, Hawking has not given up, he was tenaciously survived. Despite his debilitating illness, he has done ground-breaking work in physics and cosmology and his several books strive to make science accessible to everyone. He didn't have the ability to change his adversity, but he kept a good attitude and he didn't complain; he became success. For those things that you can’t change, there is no need to complain, change your attitude might be a better option. You cannot change your appearances, why don’t you give it an indulgent smile; you cannot change the weather, why don’t you change your mood; attitude is everything!