Belonging Definition Essay Example for Free

Belonging Definition Essay When an individual’s beliefs or values are contradicted by that of their society, they must make a choice as to whether belonging to themselves or to the group is more important. Miller explores the reactions of many characters to this dilemma, in particular Reverend Hale. Initially Hale is strongly respected and connected to the town, being described as â€Å"an expert†. He uses the metaphor of â€Å"Theology sir, is a fortress; no crack in a fortress can be accounted small†, to indicate his strong belief in the value of a theocratic society. Hale struggles to come to terms with the failings of this system as indicated by the juxtaposition of Miller’s stage direction â€Å"Hale in a fever of guilt and uncertainty† with his words â€Å"Proctor, the court is just†. This demonstrates that he was not able to instantly relinquish his connection to the Salem community, despite the moral ramifications. He loses all sense of self-respect as he encourages Proctor to â€Å"give his lie†, which directly contradicts one of the Ten Commandments reiterated throughout the play â€Å"Thou shalt not bear false witness†. The disintegration of both Hale’s connection to the community and to God is clearly demonstrated by the contrast of Hale’s joyful analogy of his former self â€Å"I came into this village like a bridegroom to his beloved, bearing gifts of high religion†, with his new perception of his role, â€Å"I come to do the Devil’s work.† Thus by examining the character of Reverend Hale one can see how the value an individual places on being respected and connected to others and how this affects their integrity and perception of self. Whilst The Crucible presents an extreme contradiction between the values of the individual and their society, Woolf’s novel explores the relationship between the two in a less polarised way. The title character, Clarissa Dalloway, is depicted as a British socialite preparing to â€Å"throw yet another party†. Her husband Richard’s comment that â€Å"she did it genuinely; it was a natural instinct† is l ater contrasted with her comment that â€Å"Every time she gave a party she had this feeling of being something not herself†. The novel is permeated by her questioning whether this socially acceptable lifestyle was worth the lack of fulfilment and identity associated with it. This is demonstrated by her choice to marry the upper class, yet impassionate, Richard instead of consummating her relationship with Peter. However there were both social and personal reasons for this choice, as Peter â€Å"wished to know everything†, which was more than she was willing to give. Thus whilst her identity is subjugated by her husband, â€Å"This being Mrs Dalloway, not even Clarissa anymore; this being Mrs Richard Dalloway†, she does not have to share too much of herself, â€Å"she alone knew†. However, it is this choice to be connected superficially to many but deeply to none that leaves her feeling â€Å"far out, out to sea†. Thus whilst Clarissa’s choice allows her to belong to her society, ultimately it comes at the cost of a deeper personal connection. For some individuals, the dem ands of being part of a society are too great, as they place higher value upon their integrity than upon being accepted. This is the case with The Crucible’s protagonist, John Proctor, as refuses to conform to the corrupt theocracy of Salem. His perspective is emphasised by his ironic comment that he rarely attends Church – the core element of the Puritan society because Reverend Parris â€Å"hardly ever mention[s] God anymore†. This is a choice which instantly isolates him from the community. Though he initially chooses to avoid becoming involved in the witch hunts, once the level of persecution becomes clear he swears to â€Å"fall like an ocean upon the court†. In an attempt to end the chaos he even confesses his lechery, â€Å"I have known her†, which he knew would instantly isolate him from the townspeople. Though he is by no means an unflawed man, he is depicted by Miller as having a higher moral standard, â€Å"he is a sinnerbut against his own vision of decent conduct†. This is emphasised by his self-deprecation â€Å"I cannot mount the gibbet like a saint; I am not that man†, however he eventually comes to understand that his defiance showed courage and integrity and is able to â€Å"see some shred of goodness in John Proctor†. Thus through examining Proctor’s relationship with his society, one can see that when one rejects their society in favour of their personal values, their connection to others may be weakened, but they will retain a stronger sense of belonging to self. [Insert summary of points and conclusion here]. Thus, as Fleishman stated, it is the â€Å"dialectic of individuation and communion† that presents the ultimate challenge to belonging.

Challenges Faced By Human Resource Planning Business Essay

Challenges Faced By Human Resource Planning Business Essay In the human resource planning function, the number and type of employees needed to accomplish organizational goals are determined. Research is an important part of this function because planning requires the collection and analysis of information in order to forecast human resources supplies and to predict future human resources needs. The basic human resource planning strategy is staffing and employee development. Job Analysis: Job analysis is the process of describing the nature of a job and specifying the human requirements, such as skills, and experience needed to perform it. The end product of the job analysis process is the job description. A job description spells out work duties and activities of employees. Job descriptions are a vital source of information to employees, managers, and personnel people because job content has a great influence on personnel programmers and practices. Staffing: Staffing emphasizes the recruitment and selection of the human resources for an organization. Human resources planning and recruiting precede the actual selection of people for positions in an organization. Recruiting is the personnel function that attracts qualified applicants to fill job vacancies. In the selection function, the most qualified applicants are selected for hiring from among those attracted to the organization by the recruiting function. On selection, human resource functionaries are involved in developing and administering methods that enable managers to decide which applicants to select and which to reject for the given jobs. Orientation: Orientation is the first steps toward helping a new employee adjust himself to the new job and the employer. It is a method to acquaint new employees with particular aspects of their new job, including pay and benefit programmers, working hours, and company rules and expectations. Training and Development: The training and development function gives employees the skills and knowledge to perform their jobs effectively. In addition to providing training for new or inexperienced employees, organizations often provide training programmes for experienced employees whose jobs are undergoing change. Large organizations often have development programmes which prepare employees for higher level responsibilities within the organization. Training and development programmes provide useful means of assuring that employees are capable of performing their jobs at acceptable levels. Advantages of training (I) Self-confidence. Training helps to improve the self-confidence of an employee. It enables him to approach and perform his job with enthusiasm. (ii) Higher Earnings. Trained employees can perform better and thereby by earning more employees become more efficient. (iii) Safety. Training helps an employee to use various safety devices. He can handle the machines safely and becomes less prone to accidents which can save organizations from legal actions. (iv) Adaptability. Training enables an employee to adapt to changes in work procedures and methods. (v) Promotion. Through training, employee can develop himself and earn quick promotions. (vi) New Skills. Training develops new knowledge and skills among employees. The new skills are a valuable asset of an employee and remain permanently with him. Performance Appraisal: This function monitors employee performance to ensure that it is at acceptable levels. Human resource professionals are usually responsible for developing and administering performance appraisal systems, although the actual appraisal of employee performance is the responsibility of supervisors and managers. Besides providing a basis for pay, promotion, and disciplinary action, performance appraisal information is essential for employee development since knowledge of results (feedback) is necessary to motivate and guide performance improvements. Advantages of performance appraisal It offers a rare change for a supervisor and subordinate to have time out for a one-on one discussion of important work issues that might not otherwise be addressed. Almost universally, where performance appraisal is conducted properly, both supervisors and subordinates have reported the experience as beneficial and positive. Appraisal offers a valuable opportunity to focus on work activities and goals, to identify and correct existing problems, and to encourage better future performance. Thus the performance of the whole organization is enhanced. For many employees, an official appraisal interview may be the only time they get to have exclusive, uninterrupted access to their supervisor. Career Planning: Career planning has developed partly as a result of the desire of many employees to grow in their jobs and to advance in their career. Career planning activities include assessing an individual employees potential for growth and advancement in the organisation Compensation: Human resource personnel provide a rational method for determining how much employees should be paid for performing certain jobs. Pay is obviously related to the maintenance of human resources. Since compensation is a major cost to many organizations, it is a major consideration in human resource planning. Compensation affects staffing in that people are generally attracted to organizations offering a higher level of pay in exchange for the work performed. It is related to employee development in that it provides an important incentive in motivating employees to higher levels of job performance and to higher paying jobs in the organization. Benefits: Benefits are another form of compensation to employees other than direct pay for work performed. As such, the human resource function of administering employee benefits shares many characteristics of the compensation function. Benefits include both the legally required items and those offered at employers discretion. The cost of benefits has risen to such a point that they have become a major consideration in human resources planning. However, benefits are primarily related to the maintenance area, since they provide for many basic employee needs. Labour Relations: The term labour relations refers to interaction with employees who are represented by a trade union. Unions are organization of employees who join together to obtain more voice in decisions affecting wages, benefits, working conditions, and other aspects of employment. With regard to labour relations, the personnel responsibility primarily involves negotiating with the unions regarding wages, service conditions, and resolving disputes and grievances. Record-keeping: The oldest and most basic personnel function is employee recordkeeping. This function involves recording, maintaining, and retrieving employee related information for a variety of purposes. Records which must be maintained include application forms, health and medical records, employment history (jobs held, promotions, transfers, lay-offs), seniority lists, earnings and hours of work, absences, turnover, tardiness, and other employee data. Complete and up-to-date employee records are essential for most personnel functions. More than ever employees today have a great interest in their personnel records. They want to know what is in them, why certain statements have been made, and why records may or may not have been updated. External environmental factors Administrative/Legal Environment The administrative and legal environment in a country provides a framework within which an organization operates. In some countries this environment is very restrictive and has significant impact on all aspects of the organization; in other countries the administrative/legal context is more permissive. Understanding the administrative/legal environment is essential to determining if organizational change can take place. The administrative context within which the organization operates may be shaped by a unique combination of forces, including international, governmental, nongovernmental policy, legislative, regulatory, and legal frameworks. An organization is affected by the policy or regulatory context that gave rise to it. This includes specific laws and regulations that support or inhibit the institutions development. HR plays a role in examining several specific dimensions of the administrative environment Whether there are constitutional restrictions on the organization working environment and employees rights however HR does assessment to determine whether the organization employments policies comply with the government rules and regulations Whether there is a legislative mandate that restricts leadership of the organization:  It is helpful to understand any parameters that have been set around who can lead an organization. This includes identifying the governing body of the organization, and understanding how its members are selected, and further understanding who has the mandate or authority to set goals for the organization and develop curriculum YOU CAN EXPLAIN THE ABOVE FACTORS MORE. Best Companies In 2009 Nandos celebrated achieving the maximum three stars in the Best Companies Accreditation award.   We were the only big company in the UK to achieve three stars! This award measures eight key areas including   Personal Growth, Well Being and Leadership.   Last year we entered the starred accreditation for 2010 once more and again received three stars! We also entered the  Sunday Times Top 25 Best Big Companies to work for  (a big company is classed as one with 5,000 or more employees). This takes the score awarded to each company in the Best Companies star accreditation and then ranks them against other Big Companies in the UK who have entered. In March we achieved first place in the Best Big Companies to work for! Click hereHYPERLINK http://www.nandos.co.uk/defaultnav/NE6/Best_Companies.html  to read the article about Nandos in The Sunday Times Best Companies supplement. Investor in People Nandos was first recognised as an Investor in People in 1998. We are now celebrating ten years of recognition following a reassessment in 2008. We remain committed to maintaining this award. National Training Award Scheme National Training Awards are the most prestigious awards for training in the UK and at Nandos we have achieved awards for five of our training schemes. Buddy System (Buddies are staff who help train new staff) New restaurants opening training Working in Management Teams (Team Building) Nandos Inductions Coaching Programme The jobs available through staffing companies are real jobs at companies like: Amazon, Continental Airlines, Freddie Mac, Hearst Publications, Microsoft, PG E, RBC Dain Rauscher, Suntron, Sony, Starbucks, and Visa. These companies develop budgets to hire a set number of full-time employees on an annual basis, and include in that budget a substantial amount of money that can be used to hire temporary staff throughout the year to handle the ebb and flow of business. When the time comes for the company to open up the temporary position as full-time, you are perfectly positioned to interview for the full-time job [emailprotected]

Whitmans Song of Myself and The Nature of Life Essay -- Song of Mysel

Whitman's Song of Myself and The Nature of Life Identifying the mystery of existence, Whitman writes "Song of Myself," section six to question the nature of the life of man. He alludes to and confronts past answers to this query by utilizing as his central image the leaves of grass. In the Christian tradition, the Bible utilizes this image of grass to describe the lives of men. Isaiah, a prophet of God cries out, "All men are like grass . . . and all their glory is like the flowers of the field. The grass withers and the flowers fall, . . . but the word of the Lord stands forever" (Isaiah 40:6-8). The scriptural image of men as grass, "the handkerchief of the Lord," places man in relation to God and establishes the transient, finite nature of man. Whitman responds throughout this poem to the Biblical answer to the question of life. Emphasizing the cyclical process of nature, Whitman constructs his poem to insist that the life of man, as in nature, moves not with linear progression, but rather in a cyclical succession. Birth and death, Whitman asserts, serve not as bookends to a concise life span, but rather as connections in a larger continuum of existence. Whitman utilizes an imagist technique relating a series of associated images through a central connection. Whitman first presents the reader with the image of a small child offering up grass with the question, "What is the grass." In light of the scriptural connection Whitman provides, this query "What is the grass" from the lips of a child presents the larger question of what is man. Whitman chooses not to answer this question directly, but rather to present possibilities and proffer the question back to the reader, stating "How could I answer the chil... ...ot ceased to exist but rather now continue their existence "alive and well" in the ambiguous "somewhere." Whitman will not accept the Biblical understanding of death as a passage to either heaven or hell. He claims instead that "to die is different from what any one supposed, and luckier." This fortuitous death he would apply to every man, not reserving destruction for any man. Death, if it truly exists, for Whitman, leads only "forward to life, and does not wait at the end to arrest it." Stating "All goes onward and outward . . and nothing collapses," Whitman affirms the view of man's earthly life as a succession rather than a progression and claims for man a part in a larger cyclical continuum of existence. Works Cited: Whitman, Walt. Song of Myself. The Heath Anthology of American Literature. 3rd ed. Ed, Paul Lauter. Boston,NewYork: Houghton Mifflin, 1998.

Computers: Past, Present and Future :: Technology

Computers: Past, Present and Future Since the time when man first learned to express how they felt in written form, by drawing or writing, we have tried to communicate with other people. First, it was the prehistoric man with their conceptual cave drawings showing what animals to hunt, how to hunt them, and how to cook them. Soon that form took to hieroglyphics, in which the Egyptians would tell stories about battles they had won and about new pharaohs that had been born. This picture form soon turned in to words in which the Romans would communicate with one another. So it went, each generation progressed more and more, until it was the 20th century. In 1937 the electronic computer was born. Computers were in 1943 to break â€Å"the unbreakable† German Enigma codes. 1951 introduced the computer commercially. However, it wasn’t until around 1976 when the Apple II was introduced and it was immediately adopted by high schools, colleges, and homes. This was the first time that people from all over really had an opportunity to use a computer. Since that time micro processing chips have been made, the World Wide Web has been invented and in 1996 more than one out of every three people have a computer in their home, and two out of every three have one at the office. Today, computers influence all lifestyles, and all different types of businesses. They have become an essential part of everyday life, from chatting, to e-mail, to commerce, to gaming. Almost every person in the United States has had some use on the computer. Since the technology age began, computers have become a mainstay in American and world society as much as the telephone, the automobile, and the television. Almost every device has some type of computer in it. Whether it is a cell phone, a calculator, or a vending machine. Even things that we take for granted most cars since the 1980’s have a computer in it or a pacemaker. All of the advancements in computers and technology have led up to the 21st century in which â€Å"the greatest advances in computer technology will occur†¦Ã¢â‚¬  Mainly in areas such as â€Å"hardware, software, communications and networks, mobile and wireless connectivity, and robotics.† All lifestyles benefit from the use of computers.

Storm & Calm in Emily Brontes Wuthering Heights :: Wuthering Heights Essays

Wuthering Heights:  Ã‚   Storm & Calm  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚      The theme of Wuthering Heights, by Emily Bronte, is a universe of opposing forces-storm and calm.   Wuthering Heights, the land of storm, is a sturdy house that is set up high on the windy moors, belonging to the Earnshaw family.   The house is highly charged with emotion of hatred, cruelty, violence, and savage love.   In comparison, Thrushcross Grange, the land of calm, is settled in the valley and is the residence of the genteel Lintons.   The same differences exists between Wuthering Heights and Thrushcross Grange, as they do in Heathcliff and Edgar.   As Catherine points out, the contrast between the two â€Å"resembled what you see in exchanging a bleak, hilly,   coal country, for a beautiful fertile valley.†Ã‚   (Bronte 72)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The Lintons, and the social and material advantages they stand for become Heathcliff’s rivals for Catherine’s love, which leads directly   to the central conflict of the novel.   Heathcliff despises them at first sight for their weakness, but Catherine, being an extremely proud girl, is tempted.   A lovers’ triangle begins   to take definite shape   when the aristocratic Edgar Linton falls in love with Catherine, upsetting the balance between the relationship of Catherine and Heathcliff.   Edgar’s love for Catherine is sincere, but the element of great passion which is strongly characterized does not compare to Heathcliff’s love.   The difference between Catherine’s feeling for Heathcliff and the one she feels for Linton is that Heathcliff is a part of her nature, while Edgar is only a part of   her superficial love.   â€Å"For he (Heathcliff),   like her, is a child of storm; and this makes a bond between them, which interweaves itself with the very nature of their existence.†Ã‚   (Cecil 26)   Emily Bronte makes a point in the novel to mention the fact that Catherine’s affection for Heathcliff remains unchanged in spite of the Lintons’ influence over her. As Catherine confesses to Nelly that Heathcliff and her share the same soul, and also declares â€Å"I am   Heathcliff.† (Bronte 84)   Her pride, yearning for the world of the Lintons, has gotten the better of her natural inclination, and she knows she   has made the wrong decision by   marrying Edgar.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Catherine, naturally a child of storm, is unable to develop at Thrushcross Grange, while she is married to Edgar.   Her mind becomes disturbed, which is the first sign of her degeneration.   The pragmatic reality at the Grange cannot fill the void that she has made for herself in leaving her furious childhood environment.

Hong Kong Airlines Marketing Plan for India Essay

1. Introduction The purpose of this project is to develop an international marketing plan for Hong Kong Airlines to expand to the India market. The first part of the project will cover the current marketing mix and strategies of Hong Kong Airlines, as well as the SWOT analysis. The second part will analyze the India market and explore the feasibility for Hong Kong Airlines to enter this market as a low-cost carrier, or commonly known as a budget airline. It will be followed by some foreseeable challenges, with the relevant remedial measures. 2. Current Marketing Mix This section will illustrate the current marketing mix of Hong Kong Airlines. Product/Service Hong Kong Airlines is a full service carrier which provides both scheduled regional flights and cargo services within the Asia-pacific Region. Price The airfare for Hong Kong Airlines is relatively lower than that of its competitors such as Cathay Pacific and Dragonair. Place Hong Kong Airlines is a Hong Kong-based airline with its main hub and corporate head office at the Hong Kong International Airport. It uses the bauhinia flower, the emblem of Hong Kong, as its logo. People Hong Kong Airlines emphasizes that their staff are young and energetic. It is expected that the size of employees will reach 2,600 in the near future. Physical Evidence As of February 2013, Hong Kong Airlines’ fleet consists of 25 aircrafts with an average age of 3.9 years. This is relatively new when comparing with other airlines. Processes Hong Kong Airlines adopts both direct and indirect process – direct online sales via its corporate website and indirect sales via travel agencies. Promotion Currently Hong Kong Airlines promotes mainly via advertising, incentives, customer relationship management and public relations. Advertising Hong Kong Airlines does both hard and soft selling through digital platforms, including its corporate website, Facebook, Weibo and Mobile Apps. Positioning as a young and enthusiastic airline, Hong Kong Airlines has invested a considerable amount on online channels in order to reach its potential customers. Besides, Hong Kong Airlines has utilized television commercials, printed advertisements and advertorials in magazines. Incentives Hong Kong Airlines collaborates with local travel agencies, such as China Travel Service (Hong Kong) Limited. The travel agencies bundle air tickets with hotel accommodation and offer seasonal packages with appealing discounts. Customer Relationship Management Hong Kong Airlines has a customer loyalty programme – the Fortune Wing Club. The membership benefits include air award redemption, priority check-in and extra baggage allowance to its frequent flyers. Public Relations Hong Kong Airlines highly involves in charity projects and sponsorship events. For example, it has launched the fund raising programme, Fly & Care, which aims to subsidy athletes for preparing the 2016 Brazil Paralympic Games. It has also received various service awards such as the Capital Weekly Service Awards in 2012. 3. Current Marketing Strategy The majority of Hong Kong Airlines’ passengers are middle-aged males, with annual income below RMB150,000. They are generally value-conscious customers who are looking for reasonable service level with a relatively low airfare. Figure 3.1 summarizes some features of Hong Kong Airlines’ passengers. Geographic Segment| 84% from Asia-pacific region, with Hong Kong constituting 36%.| Demographic Segment| Gender * Male > 70% * Female < 30%Age * Below 30: 28% * 31 – 50: 60%Annual Income Level (in RMB) * Below 60k: 12% * >60k-100K: 23.3% * >100k – 150k: 31.5% * >150k – 200k : 9.4% * >200k – 400k: 8.9% * >400k: 14.9%| Travel Purpose| * Business travel: 71% * Vacation/others: 29%| Figure 3.1Segmentation of Hong Kong Airlines’ Passenger Competitors of Hong Kong Airlines High price Low price Low service quality High service quality Figure 3.2 Perceptual Map of Competitors The vertical and horizontal axes of Figure 3.2 represent price and service level respectively. Hong Kong Airlines is located at the bottom right corner because it provides reasonable service level with competitive price. Dragonair and Tiger Airways both operate on similar routings as Hong Kong Airlines. With Dragonair positioning as a premium brand while Tiger Airways being a low-cost carrier, they are selected for a more detailed competitor analysis. Dragonair Dragonair is an international airline based in Hong Kong, which is a wholly owned subsidiary of the flagship carrier of Hong Kong – Cathay Pacific. It aims to offer customers enjoyable and comfortable flying experience via its full scope of services and quality cabin products. Its customers’ demographic profile is very close to that of Hong Kong Airlines: 85% of the passengers live in Asia-pacific and 30% of them live in Hong Kong; 66% are males and their average age is 41-year-old; and the average personal monthly income is around USD5,000. They are service-sensitive and less price-conscious. More than half of the passengers are frequent travelers who fly for more than 6 times annually. Tiger Airways Tiger Airways is a low-cost carrier based in Singapore. Low-cost carrier refers to airline that provides limited scope of service with low airfares. The airfare is meant for the transport service only and customers have to pay extra for baggage allowance, food and beverages etc, if required. For example, Tiger Airways offers a buy-on-board program, Tiger Bites, for customers to purchase food and beverage. Tiger Airways operates between Singapore and some regional destinations in Southeast Asia, Australia, China and India. Their passengers are price-conscious and less service-sensitive. 4. SWOT Analysis Strengths Hong Kong Airlines can enjoy strong financial support from their parent company, Hainan Airline, which is the largest privately owned air transport company in China. Operating in a relatively small scale, Hong Kong Airlines can be flexible and responsive to the market changes. Its young fleet includes both short / medium haul aircrafts (A320) and long haul aircrafts (A330-200 & A330-300), which can support routings between Hong Kong and Asia-pacific ports. Figure 4.1A330-200’s Coverage (from Hong Kong) Figure 4.2A330-300’s Coverage (from Hong Kong) Weaknesses Hong Kong Airlines has a weak financial management. The Hong Kong Aircraft Engineering Company Limited has stopped providing services to Hong Kong Airlines due to its inability to settling the bills. This forces Hong Kong Airlines to turn to another aircraft maintenance service provider – China Aircraft Services Ltd. Hong Kong Airlines is also weak in operational management. The Hong Kong Civil Aviation Department has frozen the fleet expansion plans of Hong Kong Airlines since August 2012 due to safety concerns, and advised it to consolidate the existing operations with current fleet size. With a relatively small scale of operations, Hong Kong Airlines has a rather weak bargaining power with its suppliers of aircrafts, fuel, and aircraft maintenance services. Opportunities The tourism industry in Asia-pacific region is expected to expand due to the fast economic growth, and the implementation of the intra-regional policies in tourism development. Currently the intra-regional traffic constitutes around 78% of Asian tourism, with budget airlines account for 24.9% of Asia’s total passenger traffic. The Hong Kong Tourism Board will invest around HKD30 million in opening up new visitor sources in five new markets – India, the Middle East, Russia, Vietnam and the Netherlands. These developments in tourism will definitely increase the demand for air travel. Threats There are keen competitions in the aviation industry, involving both the market leaders and low-cost carriers. One of the major operation costs for an airline is the fuel cost, which has a great impact on an airline’s profitability. If the crude oil prices return to the peak of USD70-odd or higher, some small-scale airlines, like Hong Kong Airlines, may be unable to survive. 5. Expansion to India This section comprises an analysis of the India market, a marketing plan for Hong Kong Airlines to expand to India and some foreseeable challenges. Market Analysis To expand the business of Hong Kong Airlines, entering the India market as a low-cost carrier would be a considerable option based on the factors below: Increase in Indian outbound travel The number of Indian outbound travel has been increased from 5.4 million in 2003 to 12.5 million in 2010. The World Tourism Organization predicts that India will account for 50 million outbound tourists by 2020. Figure 5.1Outbound Traveler Numbers of India Depreciation of Indian rupee The Indian rupee has been depreciating and cheap air tickets are becoming more preferable for the value-conscious Indian tourists. Increase in the popularity of low-cost carriers The demand for cheap air tickets has made low-cost carriers more popular in India. In 2012, 37% of the Indian leisure travelers travel overseas via budget airlines. No low-cost carriers available between Hong Kong and India Despite the wide coverage amongst the Asia-pacific areas by existing low-cost carriers, currently there are no direct flights between Hong Kong and India operated by any low-cost carriers. Change in Indian aviation policy In September 2012, the Indian government has eased the restriction by allowing foreign direct investment up to 49% in private Indian airlines. 2013-2014 Work Plan of Hong Kong Tourism Board (HKTB) To open up new visitor sources for Hong Kong, the HKTB has been actively developing new markets, including India. The proposed marketing budget for India in 2013-2014 will be HKD13.4 million. The above factors have illustrated a growing market for low-cost carriers in India, which is not yet fully accommodated by existing airlines. Together with the open-up policy of Indian government and the marketing plan of HKTB, it is a favorable opportunity for Hong Kong Airlines to expand its operation into India as a low-cost carrier. [Remarks: There are rumors that Hong Kong Airlines’ sister airline, Hong Kong Express, will relaunch itself as a low-cost carrier in the near future. However, no relevant official announcement has been made by either the Hainan Group or Hong Kong Express. Regardless, this project aims to propose Hong Kong Airlines to enter India as low-cost carrier; any future development plans of other subsidiaries of the Hainan Group should be investigated separately.] International Market Plan Objectives This plan serves to relaunch Hong Kong Airlines as a low-cost carrier in India. It aims to raise public awareness of the company’s new positioning in the India market, with the ultimate goal to increase revenue. Target Audience This plan will target the potential customers in Mumbai and Delhi, which are the two cities containing the most outbound travel population in India – 33% and 26% respectively. Entry Strategy The ideal entry strategy will be cooperating with a local airline or company in the form of joint venture. It will reduce the risk of investment, and also serve to comply with the local government’s policy on foreign direct investment. However, Hong Kong Airlines needs to be very careful in choosing the right local partner as most of the local airlines are suffering from severe financial problems. Therefore, it would be preferable to resemble the capital partnership between Air Asia and the Tata Group in India. Market Strategy In view of the strong cultural differences between India and Hong Kong, Hong Kong Airlines will adopt a localized market strategy and compete as a market nicher amongst the existing competitors. Marketing Mix The table below summarizes the marketing mix which Hong Kong Airlines will adopt to enter the India market. Price| * Low| Product /Service| * Limited | Place| * Local back office * Online channels| People| * Local employees| Promotion| Direct Advertising * Digital marketing: website, Facebook * Interactive marketing * Outdoor promotions * Membership programmeIndirect Advertising * Cooperation with other organizations / companies: Hong Kong Tourism Board, India’s Ministry of Tourism & travel agents * Product placement in films| Figure 5.2Summary of Marketing Mix for Hong Kong Airlines’ expansion to the India Market Price As a low-cost carrier, the airfare will be much lower than its rivals. Product The scope of service will be limited – the airfare will only include the transport service. Customers will be required to pay extra for the others, such as baggage handling, in-flight catering and entertainment. Place Hong Kong Airlines will set up local office in India, mainly for back-end operation but not customer-facing. Instead, it will utilize the online channels to approach the customers because there is a continuous increase in the number of internet users in India – from 5.5 million in 2000 to 100 million in 2010. People In terms of people, the company will recruit local employees to address the cultural differences between Hong Kong and India. Promotion The promotions can be classified as Direct Advertising and Indirect Advertising; the former refers to advertisements that reach the public directly, while the latter includes cooperation with other organizations and companies. For direct advertising, Hong Kong Airlines will utilize the digital marketing channels by setting up website and Facebook page specifically for India; besides having a fast growing amount of internet users, India also has the world’s third largest Facebook community. Interactive marketing activities, such as games and contests, can be introduced through these channels. The company will conduct outdoor promotions, like billboards, to respond to the cultural characteristics of Indians – collectivism and the preference of public space. Hong Kong Airlines will expand its membership programme, Bauhinia Miles, to India to retain customers and build a customer database for future promotions. Customers will be offered purchase discount upon accumulating certain amount of credits, through participating in the promotion events, such as referral. It is different from other customer loyalty programmes, which customers can redeem complimentary flights or lifestyle awards with flying miles. Since Hong Kong Airlines will operate as a low-cost carrier offering low airfare, it would be difficult for the company to offer excessive complimentary awards to customers. As for indirect advertising, Hong Kong Airlines can cooperate with the Hong Kong Tourism Board and the India’s Ministry of Tourism to promote Hong Kong Tourism to the Indians, and vice versa. This tie in with the current strategy of HKTB to explore new visitor sources in new markets, including India. The company will also cooperate with local travel agents to provide low-cost travel packages because 60% of Indians used to purchase air tickets through travel agents. Also, the depreciation of rupee induces demand for cheap travel packages. Since Bollywood, the Hindi-language film industry, is one of the largest film product centres worldwide, Hong Kong Airlines will cooperate with the local film production companies for product placement. Potential Challenges The cultural differences between India and Hong Kong may obstruct the understanding and effective communication with the potential customers. Recruitment of local employees and learning from the local partner(s) will help ease the cultural impact. Another challenge will be the high burden on operating cost due to the high taxation on luxury in India. Travel is still being regarded as a luxury in India and the tax on jet fuel is 70% more than that in other countries. So Hong Kong Airlines needs to ensure a high passenger load factor on each flight and to strictly control other costs in order to leverage the overall operating costs. 6. Conclusion Hong Kong Airlines is currently a full service carrier in Hong Kong targeting value-conscious customers. In order to expand its business, entering the India market would be a favorable option for the company because of the various opportunities of the India market – the increase in India outbound travel, depreciation of Indian rupee, no existing direct competitors, change in Indian aviation policy, and upcoming work plan of Hong Kong Tourism Board. In view of the market situation, the marketing plan of Hong Kong Airlines will relaunch the company as a low-cost carrier in India, targeting the two cities with most outbound travel population, in the form of joint venture. It aims to raise public awareness of the company’s new positioning in the India market, with the ultimate goal to increase revenue. The marketing mix will be – offering low airfare; providing limited scope of services; setting up local back office and utilizing online channels; as well as recruiting local employees. A wide range of direct and indirect advertising will be adopted, which includes online marketing, outdoor promotion, membership programmes, cooperation with other organizations and companies, and product placement in films. As if other business expansion plans, Hong Kong Airlines will face some challenges when entering the India market. The most crucial one is the cultural difference between Hong Kong and India, which can be eased by recruiting local employees and learning from the local partner. Another one would be the high tax burden induced by the Indian government, which would be remedied by leveraging the overall operating cost. 7. References 1. Hong Kong Airlines official website http://www.hongkongairlines.com 2. Fortune Wings Club official website http://ffp.hnair.com/FFPCluben/ 3. Hong Kong Airlines’ Fly & Care programme http://www.youtube.com/watch?v=nx99gmWh8hI 4. Hong Kong Airlines advertising media introduction, NINGBO airline media & Co. Ltd, 2011 http://wenku.baidu.com/view/38e6dd2f453610661ed9f4c3.html 5. Dragonair official website http://www.dragonair.com/da/en_INTL/homepage 6. Introduction of Dragonair, SUMMIT MEDIA 7. Tiger Airways, Wikipedia http://en.wikipedia.org/wiki/Tiger_Airways 8. Hong Kong Airlines, Wikipedia http://en.wikipedia.org/wiki/Hong_Kong_Airlines 9. Hong Kong Airlines, Asia’s fastest growing carrier, looks to become reckoning force in the region, CAPA, 15 November 2012 http://centreforaviation.com/analysis/hong-kong-airlines-asias-fastest-growing-carrier-looks-to-become-reckoning-force-in-the-region-86233 10. Launching low cost carriers in emerging Asia: Is now the time?, Travel Daily Asia, 2012 http://www.traveldailymedia.com/asia/launching-low-cost-carriers-in-emerging-asia-is-now-the-time 11. Indian Outbound Travel, India International Travel Mart http://www.iitmindia.com/uploads/iitmindia/India%20Outbound%20Travel%20-%20A%20Report.pdf 12. Legislative Council Panel on Economic Development, Hong Kong Tourism Board, Work Plan for 2013-2014 http://www.legco.gov.hk/yr12-13/english/panels/edev/papers/edev0225cb1-565-3-e.pdf 13. The development of the low cost airline industry in Asia http://www.ukessays.com/essays/tourism/low-cost-airline-industry-in-asia.php#ixzz2Qddj87mW 14. Rupee falls most in 4 months on global dollar strength, Reuters, The times of India, May 10, 2013 http://timesofindia.indiatimes.com/business/india-business/Rupee-falls-most-in-4-months-on-global-dollar-strength/articleshow/19989344.cms 15. Outbound tourism market from India grows: Four emerging trends, Malini Goyal, ET Bureau, The Economic Times, Apr 14, 2013 http://articles.economictimes.indiatimes.com/2013-04-14/news/38529310_1_direct-flights-indians-thai-airways 16. India – Outbound, LiveBean http://www.livebeanhospitality.com/pdf/unravel-the-indian-roap-trick.pdf 17. India internet usage stats and telecommunications market report, internet world stats http://www.internetworldstats.com/asia/in.htm 18. Understanding Growth Markets: China & India, Nielsen http://www.tnhindia.in/statistics_kit/statistics.pdf 19. Hong Kong Airlines’ Bauhinia Miles Programme http://www.hongkongairlines.com/en_HK/buddyclub/about 20. Foreign airlines see beyond clouds in India http://www.ft.com/intl/cms/s/0/38d491ee-7be5-11e2-99f0-00144feabdc0.html#axzz2Seqza9VO ——————————————– [ 1 ]. Hong Kong Airlines official website http://www.hongkongairlines.com/en_HK/aboutus/ourfleet [ 2 ]. Fortune Wings Club official website http://ffp.hnair.com/FFPCluben/ [ 3 ]. Hong Kong Airlines’ Fly & Care programme http://www.youtube.com/watch?v=nx99gmWh8hI [ 4 ]. Hong Kong Airlines’ official website http://www.hongkongairlines.com/en_HK/aboutus/awards [ 5 ]. Hong Kong Airlines’ advertising media introduction, NINGBO airline media&CO.LTD, 2011 http://wenku.baidu.com/view/38e6dd2f453610661ed9f4c3.html [ 6 ]. Dragonair official website http://www.dragonair.com/da/en_INTL/homepage [ 7 ]. Dragonair introduction, SUMMIT MEDIA [ 8 ]. Tiger Airways, Wikipedia http://en.wikipedia.org/wiki/Tiger_Airways [ 9 ]. Hong Kong Airlines, Wikipedia http://en.wikipedia.org/wiki/Hong_Kong_Airlines [ 10 ]. Hong Kong Airlines, Asia’s fastest growing carrier, looks to become reckoning force in the region, CAPA, 15 November 2012 http://centreforaviation.com/analysis/hong-kong-airlines-asias-fastest-growing-carrier-looks-to-become-reckoning-force-in-the-region-86233 [ 11 ]. Hong Kong Airlines, Asia’s fastest growing carrier, looks to become reckoning force in the region, CAPA, 15 November 2012 http://centreforaviation.com/analysis/hong-kong-airlines-asias-fastest-growing-carrier-looks-to-become-reckoning-force-in-the-region-86233 [ 12 ]. Launching low cost carriers in emerging Asia: Is now the time? , Travel Daily Asia, 2012 http://www.traveldailymedia.com/asia/launching-low-cost-carriers-in-emerging-asia-is-now-the-time [ 13 ]. Legislative Council Panel on Economic Development, Hong Kong Tourism Board, Work Pl an for 2013-2014 [ 14 ]. The development of the low cost airline industry in Asia http://www.ukessays.com/essays/tourism/low-cost-airline-industry-in-asia.php#ixzz2Qddj87mW [ 15 ]. Rupee falls most in 4 months on global dollar strength,

Drugs that can relieve depression

Drugs that can alleviate depression Introduction Drugs such as Paxil, Zoloft, and Prozac can alleviate depression by increasing the degrees of both norepinephrine and 5-hydroxytryptamine. However, repeated cardiovascular exercising such as running can besides assist relieve depression ( Myers, 2001 ) . Yet, these interventions may merely work temporarily. Deep encephalon stimulation is a radical technology-electrodes are implanted in the encephalon and attached to a battery in the thorax that emits low-tension electrical currents-that promises to be an of import tool for relieving human agony ( Talan, 2009 ) . More than 40,000 patients around the universe have undergone deep encephalon stimulation. Most have experienced singular betterment, and intelligence of the successes has been reported widely. Yet between the encephalon and device are ambuscades and challenges less frequently captured, and they are important to a clearer apprehension of what physicians and scientists mean by a â€Å" discovery † ( Talan, 2009 ) . Medical Electricity History It is amazing to observe that worlds have possessed the ability to use electricity to impact a individual ‘s province of head: in the text of if they are active or inactive. What is even more dumbfounding is the fact that electricity has really been used for a long clip. Literature dictates the fact that a physician from Rome used the unconditioned electricity from certain types of fish to assist comfort trouble off ( Kuhfeld, 1995 ) . Furthemore, scientists such as Benjamin Franklin have besides experimented with electricity. Hence, society is cognizant of how electricity can aide us in the medical field ; we know merely how blameworthy it is. However, scientists lack the cognition of lawfully cognizing how the electricity is able to effectual and if it is a safe path to travel to. History of Deep Brain Stimulation One of the first dramatic associations between depression and Parkinson ‘s emerged rather by accident. In 2001, a Gallic doctor and scientist, Yves Agid, reported in the New England Journal of Medicine that electrical stimulation of the subthalamic karyon by chance turned on nearby nervus fibres that connect to the limbic system, the web of encephalon countries that control temper. In one patient with Parkinson ‘s disease, deep encephalon stimulation triggered an overpowering feeling of unhappiness and desperation. It went off when the stimulator was turned off. A CAT scan showed that the electrode was located near to the subthalamic karyon, really in the substantia nigger ( Talan, 2009 ) . Historically DBS has been found most effectual against hurting, depression, and symptoms of Parkinson ‘s disease, including shudder and dystonia. The curative marks are really similar to, and seem to be fueled by the earlier consequences of medical electricity ( Talan, 2009 ) . Medical electricity, at the heals of DBS, appears to the be at the threshold of a medical discovery ( Kringelbach, Jenkinson, & A ; Owen, 2007 ) . Causes of Depression ( Biological Perspective ) Familial Influences It is known that temper upsets, peculiarly major depressive upset, runs in households. If one ‘s akin or parent has been depressed, one is more susceptible to undertaking the upset by genetic sciences. Genes act by directing biochemical events that, down the line, influence behaviour ( Myers, 2001 ) . Although the existent cistron has non yet been isolated, multiple surveies corroborate this fact such as the instance survey of Charles Whitman. Both his male parent and gramps experienced drawn-out periods of major depressive upset, therefore accounting genetic sciences from the male side of his household tree for his exhibition of depression at an early age. This would finally burgeon into him floging out his desperation onto others by the agencies of slaughter at the UT tower in Austin, Texas ( Lavergne, 1998 ) . Depressed Brain Depression is caused by a chemical instability of the neurotransmitters-messenger molecules that transport signals to the nervus cells. Serotonin affects temper, hungriness, slumber and rousing. Norepinephrine helps command watchfulness and rousing. Both norepinephrine and 5-hydroxytryptamine are scarce during depression. When low, they wholly alter the encephalon chemical science ( Myers, 2001, p.550 ) . [ 1 ] Partss of the Brain Are Affected The limbic constructions [ 2 ] that modulate temper provender into the frontal cerebral mantle, the striate body, the thalamus, the hypothalamus, and the encephalon root. These parts talk to one another all the clip ; therefore, jobs in the circuit could take to hard thought, attending, temper, and behaviour. Scientists found that these circuits-particularly a overactive web of encephalon cells in the subjenual cingulated part, besides called the Brodmann country 25-are abnormally hyperactive in people with depression. Amygdala In the limbic system, two amygdaliform nervous bunchs, called the amygdaloid nucleus, influence aggression and fright. Hypothalamus and Pituitary Gland Although it is non unequivocal that both of these constructions have a direct correlativity to major depressive upset, since both of these constructions deal with endocrine degrees it is noted that when these degrees are increased, a down province in maintained for a longer sum of clip ( Harvard Medical School, 2007 ) . How Nerve cells Communicate Signals reach a nerve cell ‘s axon terminal, and from at that place, the message is relayed to the designated country of the organic structure from that axon ( Myers, 2001 ) . As stated antecedently, both norepinephirne and 5-hydroxytryptamine are significantly low in down patients. [ 3 ] ( Carter, 1998 ; Myers, 2001 ) . Treatments of Major Depressive Disorder ( Biological Perspective ) Particular drugs such as Paxil, Zoloft, and Prozac can alleviate depression by barricading their re-uptake therefore increasing the degrees of both norepinephrine and 5-hydroxytryptamine. However, repeated cardiovascular exercising such as running releases endorphins and increases the sum of 5-hydroxytryptamine the blood stream that besides helps relieve depression ( Myers, 2001 ) . Yet, these interventions may merely work temporarily for some sick persons. Since leukotomies are no longer practiced, persons with major depressive upset merely abide by his or her medicine modus operandi or can undergo VNS ( vagus nervus stimulation ) is combined with the cardinal construct of deep encephalon stimulation to breathe electrical currents to the ventromedial cerebral mantle, the centre to a great extent involved in positive support and feelings of pleasance ( Talan, 2009 ) . Harmonizing to Helen Mayberg, a adult female who has pioneered functional function of the down encephalon at the University of Texas Health Sciences Center in San Antonio and John Hopkins University School of Medicine, she has realized that interventions take different route within the encephalon, but they finally arrive at the same reference. That is why people with depression could acquire better many different ways, even with a placebo pill ( Talan, 2009 ) . Stimulating the web of the limbic system affects motive, societal interaction, the ability to see pleasance and anxiousness. One frequently hears people say that the room looks brighter, that a weight has lifted, when the simulators are tested during the surgery of deep encephalon stimulation ( Talan, 2009 ) . When interventions work, the activity of the limbic system webs appears to return to normal. It makes sense that the so many encephalon countries are involved in depression, which is non merely negative temper. Peoples lose their motive to acquire out of bed, to work, to love. They have jobs paying attending and believing clearly. Their feeding and kiping spiels â€Å" are manner off-kitler † ( Talan, 2009, p. 82 ) . How Deep Brain Stimulation Works The basic thought behind deep encephalon stimulation and how it operates is by engrafting electrodes into the encephalon near the subthalamic karyon, and so engrafting a battery in the thorax of the patient. By making so, the sawbones can externally command the battery to breathe peculiar electromotive forces of pulsations the encephalon so it can, hopefully, aim the encephalon where it is most affected. Although in some patients it is necessary to replace the battery every six months since it is hard to find the right battery accustomed for each patient, the success rate is swimmingly above 50 per centum, therefore demoing outstanding possible and procedure in the distant hereafter. Case Study of Deanna Cole-Benjamin Deanna Cole-Benjamin, a public wellness nurse, was the 6th patient at the University of Toronto to undergo deep encephalon stimulation for terrible and grim depression. Virtually every antidepressant on the market, every bit good as 80 unit of ammunitions of electroconvulsive therapy therapy, had failed her. â€Å" It was worse than being dead in a manner † ( Talan, 2009, p. 83 ) said Cole-Benjamin. Her self-destructive ideas and actions had led to four old ages in and out of the Kingston Psychiatric Hospital. Cole-Benjamin was so deeply ill that she could hardly speak. When the sawbones who operated on her turned up the device to excite the first contact, nil happened. When he turned up the stimulation more, the patient described a brighter feeling. When he turned it off, she fell rather once more and thought possibly it was merely her imaginativeness ( Talan, 2009 ) . Within a few hebdomads, the symptoms that had plagued Cole-Benjamin for four old ages were significantly decreased. Before her surgery, she told her sawbones that she wanted to be able to embrace her kids and to experience their heat and love. Finally, after twelvemonth of concealing under her screens, she could embrace her kids and experience deep pleasance ( Talan, 2009 ) . Case Study of Melissa Murphy Depression had landed in Murphy ‘s life with no warning two twelvemonth earlier, when the merrily married and successful public dealingss executive got up from her desk on a warm summer afternoon, walked out of her office, and ne'er returned. She went place and cried, and she had no thought why. Other than for an occasional physician ‘s assignment, she did non lavish or dress for the outside universe for months. Her hubby, Scott, had taken a occupation in Boston and she had remained in Chicago. For a piece, she kept up visual aspect on the phone with Scott. Deeply, distressingly depressed, she remained in this asleep province until October, when Scot traveled to Chicago, packed her up, and moved her back E ( Talan, 2009 ) . By so, Murphy ‘s weight had dropped below one hundred lbs. Neither the healers he saw four times a hebdomad nor all the medical specialty she took for months on terminal helped her. Recognizing how bad things truly were, her household arranged for her to undergo electroconvulsive therapy therapy, but despite 17 sessions-to both sides of the brain- † Nothing made a dent † ( Talan, 2009, p. 86 ) Murphy recalled. Finally she became self-destructive. One twenty-four hours she swallowed an full month ‘s supply of the anti-anxiety drug Konopin. She would fire herself with coffin nails to see what if felt like. She took kitchen knives to cut her carpuss ( Talan, 2009 ) . By the clip Murphy showed up at Dougherty ‘s office, she had been treated by six other head-shrinkers. He looked at a sum-up of all interventions and thought about seeking vagus nervus stimulation, which late had been approved for treatment-resistant depression. The pneumogastric nervus starts at the encephalon root and descends to the cervix, thorax, and venters. It helps in feeling aortal blood force per unit area, decelerating bosom rate, exciting digestive variety meats, and pull offing gustatory sensation. Studies show that the nervus undertakings to some countries of the encephalon associated with depression, and for still unexplained grounds, exciting it seems to raise temper in about a 3rd of patients. Surgeons thread a wire into the cervix, wrap it around the nervus, and connect the wire to a battery-operated pacesetter in the thorax. However, she was excessively ill for even vagus nervus stimulation ( Talan, 2009 ) . Potato became the 10th patient to undergo deep encephalon stimulation in the Cleveland, Brown, and Harvard coaction ( Talan, 2009 ) . Three hebdomads after the operation, Greenberg turned on the batteries and began programming the device. Melissa Murphy laughed for the firs clip in old ages. During Murphy ‘s scheduling with Greenberg, she remembers experiencing a haste of warm blood throughout her organic structure right before she laughed. When the stimulator was turned off, the heat was gone ( Talan, 2009 ) . Programing is portion art, portion scientific discipline. Murphy ‘s initial scene was four Vs on each side, and it was subsequently increased to eight Vs. The alteration was slow and steady, and the battery seemed to necessitate altering every six moths-each alteration intending another twenty-four hours of surgery to open up Murphy ‘s thorax and faux pas in a new hitter ( Talan, 2009 ) . Deep encephalon stimulation turned out to be something less than the instant remedy that Murphy hoped it would be. â€Å" I thought one time they turned it on I would be better right manner, but it has take a batch longer than I thought † ( Talan, 2009, p.89 ) Murphy said. She still has great hard with concentration, memory, and believing clearly. Doctors kept records of these symptoms because it was possible that they were side effects of the device itself ( Talan, 2009 ) . Decision The human encephalon has a long history of entering memory and temper, and it will take more than merely one chink of a button and a bend of a dial to acquire people better. Therefore, it is non yet clear what deep encephalon stimulation is really making at the web degree. Mayberg believes that this depression web is hyperactive, but squads of scientists have shown that stimulation activates end product from the encephalon web involved in depression. Harmonizing to Jerry Vitek, soon at the Cleveland Clinic, stimulation non merely activates the end product from the stirred construction but besides changes the form of neural activity from a noisy, helter-skelter signal to a more regular 1. Vitek believes that this may be the key to how it works, but notes that much remains to be done to understand the effects on the web and how it may alter with long-run stimulation. In 2008, deep encephalon stimulation for depression was still really much an experimental process, and the mechanisms underlying the clinical alteration in patients remained a enigma. Extra old ages of surveies and punctilious analysis of the consequences are necessary to reason a definite consequence so DBS can finally assist some of the patients whom head-shrinkers have been unable to handle conventionally. [ 1 ] Appendix B depicts a Favored scan of the difference between a down and normal encephalon. [ 2 ] Appendix C is a labelled image of the Basal Ganglia, which includes limbic system. [ 3 ] Appendix F shows the different tracts Dopastat and serotonin return in the encephalon.