Foreign Study

Study Confirms Accuracy of UE Leak Detectors * Tags:  ultrasonic inspection UE Systems announces a major step in independently verifying the accuracy of its UE3000 leak detectors to estimate compressed air leak flows. Gary Mohr, President of UE Systems, explains, â€Å"We always felt that our leak detector did a good job estimating the size of air leaks by using our ultrasonic intensity measurement approach. â€Å"But to find out that Air Power USA, one of the most highly regarded and experienced compressed air consulting groups in the country, had taken it upon themselves to run head-to-head comparisons of air flow estimates made using our UE3000 system and Air Power’s own engineering- and experience-based approach was gratifying. Air Power’s study results concluded the two approaches came within 5 percent of each other in the aggregate estimate of air flows for five different air studies.Having the difference in the size estimate of any individual leak usually fal l within 2 cfm is truly amazing and great news for our customers. † Hank van Ormer, president of Air Power USA, explains the unusual effort by his company, â€Å"Over 70 percent of our business is ‘performance-based,’ which means we only get paid to the extent we deliver energy savings that can be verified by an independent evaluator. As such, we have greatly increased our measurement capabilities so we know which customer projects will produce the payback we need and whether the independent evaluation is on target. â€Å"We have always taken pride in our in-house training for our senior air auditors and air specialists to quantify leak flows. In a number of cases, Air Power has reviewed leak estimates made by our competitors, where we have found that our flow estimates were less than half for the very same leaks. We feel vindicated when the post-project flow measurements associated with those leaks confirm our original estimates. † â€Å"With the UE3000 system, we can now get that same level of accuracy faster and at a lower cost.In addition, the repeatability of the UE3000 flow estimates is an important bonus that provides credibility when we have independent evaluators checking our work. † Information about the UE3000 leak detection system can be obtained from UE Systems Inc. at  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  800-223-1325  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  or [email  protected] com. Information about Air Power’s study on Leak Flow Estimation or about its comprehensive consulting services to improve compressed air systems can be obtained from Keith Jenkins at  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  740-862-4112  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  or  [email  protected] com.

Negative Effects of Slavery Essay

Intro A community can be viewed as a people that share common languages. Attributes and many other cultural similarities. Strong communities usually signify a unity or bond. This bond forms a sense of sense of self and â€Å"brotherhood†. However, this does not appear to exist in the Black community. Slavery has nearly destroyed the existence of any unity. When the Africans were taken from African, different tribes were mixed together on the ships and stripped of their identities. The differences between the African tribes had a positive affect for the enslavers because it caused disunity. Which helped them maintain control both during the voyages and once they arrived to the U.S. realizing the affect of the disunity, slave owners continued to develop tactics that would further disunite African Americans from generation to generation until today. Slavery Period The disunity among Africans helped the slave owners operate their plantations more efficiently and furthered enslaved the Blacks. Their lack of unity increased because of distrust for one another and an increase of loyalty and dependence on their owners The Africans were divided based on physical attributes (ie. Skin tone, physical build). Of all the attributes, skin tone was of the most prominent tactics of division used. The fairer skinned were usually used as house laborers and held a higher status than that of the darker skinned who were used as field hands or given harsher treatment. . Because they were more privileged, a sense of superiority arose among the light skinned or house laborers. This caused the darker skinned Africans to envy the fairer skinned by distancing Negative Effects of Slavery and disconnecting themselves from each other, they caused division on the plantation. Any sign of unity, even seemingly harmless bonds such as bonds between children and their parents, posed a threat to the slave owners causing most families to be separated and sold to different plantations. African women were even taken from their families to become mistresses to their owners. Separation of families left the men unable to uphold their duties as a father and head of the household and left or forced women to raise families on their own or with other men. Segregation Period Before slavery was completely abolished certain slaves were freed, many of which were fair skinned or â€Å"Mullatoes†. When slavery was abolished and the other slaves were freed, the Mullatoes feared that mixing or associating themselves with the other Blacks would diminished their status as the â€Å"Buffer Class† (more accepted by Whites). Even after segregation and Jim Crow, laws were implemented and African Americans were limited to all Black living areas, school, restaurants, etc., Mullatoes were still favoritism in some cases. The resentment and rivalry between Mullatoes and Blacks resulted in separate churches, schools and organizations. Some Mullato organizations, schools and businesses had certain procedures that determine acceptance because they were viewed as â€Å"better† than other Blacks’ were. For example if you were lighter than a paper bag you could get accepted into their organization, if not your were asked to go else where. Another cause of separation was the lack of employment opportunities for Black Negative Effects of Slavery men. They were unable to uphold their position as the man of the house by providing for their family. Women were offered more job opportunities then their men. Resentment grew between both the men and women because the men that were unable to provide for their families felt inferior to the women and the women were left to provide for the household on her own. Lack of jobs for men was such a major issue that some men would seek illegal ways to provide for their families and many were often jailed or killed causing and absence of a father or man in the house. Desegregation until Present Because of the increased availability of more freedoms and opportunities for Blacks since the end of segregation and Jim Crow, African Americans now have the choice to patronize whom ever they please. Many Blacks stopped patronizing other Blacks and sought out White businesses. This has resulted from the influence of the Euro-worldview society is under the belief that White schools and businesses are better than that of Blacks. This is a form of disunity because there is a decrease in Blacks supporting other Blacks. Much like during the time of segregation, Black men have a difficulty being employed. However today welfare or financial government assistance is in place for women who are unemployed with children or without a man in the house; decreasing the need for a male presents. THe decreasing need for the Black male presents is causing not only a separation of family unity, but also the desire to have family unity. Negative Effects of Slavery Conclusion Although we are more than 100 years out of slavery, affects of its corruption still exist within the Black culture. Slavery has nearly destroyed any presents of unity among the African American people by forcing them to compete with each other and by targeting their differences and using them as a means of separation. Aids for minorities such as Affirmative action are nothing more than tactics to force competition, divide Blacks, and maintain a lack of unity whenever there is act to better themselves. Because of fear of an uprising or gain of power after Blacks enslavement slave, owners and other Caucasians developed documented tactics in order to maintain control and disunity of the community. William Lynch gave a speech in 1712 that gives proof to these acts by illustrating their strategy: â€Å"I have outlined a number of differences among the slaves, I take these differences and make them bigger I use fear, distrust and envy for control purposes†¦ you must pitch the old Blacks against the young Blacks†¦you must use the dark skin slaves against the light skin slaves and the light skin slaves against the dark skin slaves†¦But it is necessary that your slaves trust and depend on us†¦The must love, respect and trust only you.† References: Noble (1986). â€Å"Breaking the Chains of Slavery†. Psychological Legacy of Slavery Retrieved May 29, 2007. Hall, Russell, Wilson. (1992). The Color Complex. Retrieved May 29, 2007

Discussion Movie Review Example | Topics and Well Written Essays - 250 words

Discussion - Movie Review Example The French flag on her hand reinforces values of revolution into the revolutionists. The flag carries message of equality, fraternity, and liberty amid struggle for change of governance system in France. Pictures on the foreground of deceased members of both sides of the political divide only serve to explain how catastrophic the effects of the revolution were. The paintings of dead bodies, most probably in their bedroom, also point to the severity of the adverse impacts of the revolutionary struggle. Furthermore, there is a sense of absolute unity portrayed by Delacroix in the painting. Beside the allegorical figure, there are two men; one is a member of the middle-class, and the other is an artisan. The two men, although not belonging to the same class, fight together and applauds the new monarch thereby portray the superiority of the people. On the paintings extreme right, the twin towers of Notre Dame rises above the thick battle smoke. The scene further explains what ensued during the revolution and the

DPP Assignment Example | Topics and Well Written Essays - 1500 words

DPP - Assignment Example I will need to be more diligent in consulting with various sources of literature on marketing and consumer-related phenomenon which will require more focus on independent study. The curriculum will also require understanding of statistical data that is highly valuable in a marketing career which will require gaining more practical knowledge of software systems that assist in data analysis. In virtually every job today, there is a requirement for the employee to be able to organise and evaluate data utilising various technologies (Cordes 2009). In order to become an effective marketing manager, I will require experiential learning on such applications as SPSS to familiarise myself with research data analyses as this will be a crucial skill in the marketing industry to gain important knowledge of consumer characteristics. Current skills gap include presentation skills, something that can be more effectively developed through experiential learning. Via practice, utilising Microsoft Powe rpoint, peer network resources and tutors, I will be able to develop better public speaking skills. I also require sharpening of my business English skills, something crucial for relationship development in business-to-business marketing. Through registration with online language courses and reading of business theory literature, I will develop the appropriate professionalism required in businesses. I also require improvement of my marketing management skills, which can be developed through attentive attendance of course lectures and through consultation with primary research studies on a plethora of phenomenon in marketing theory. Career moves Key Skill Relevance to Marketing Management Quality communications skills Face-to-face meetings and relationship development (Simply Hired 2013). Ability to analyse financial data Budget analyses and strategy development (Simply Hired 2013). Creative thinking skills Advertising development and promotion (Brassring 2013). Problem solving skill s Brand redevelopment and repositioning Providing evidence that communications skills are well-developed will require expressing competency in providing explanations, during the self-description process, and ensuring that the interviewer understands that I am detail-oriented when working with others, paying close attention to the sender before providing responses. Carr (1992) offers that in team environments where group consultations occur regularly, a leader must be like a coach, one who inspires others, builds their confidence, and opens effective lines of mutual discussion. It will be possible to illustrate to the potential employer that I have quality communications skills by focusing on my understanding and values related to team development and being able to provide personal experiences about participative leadership. This will clearly show that I am focused on opening dialogue between organisational members and strongly value consensus-based team operation. The ability to ana lyse financial data would not be exceedingly difficult. I can express to the potential employer that I am well-versed in understanding balance sheets, cash flow forecasts, and income statements to show the diversity of knowledge I hold about reading and assessing financial information. Mentioning the relationship between profit and loss and the administrative costs of marketing strategies and special marketing projects will show that I am competent in understanding the linkages

Critically Analysis Of TOYOTA Motor Europe's Environmental Management Essay

Critically Analysis Of TOYOTA Motor Europe's Environmental Management System and Life Cycle Assessment - Essay Example 176). This ambitious plan was unveiled in order to ensure the success of their business. Unlike other global business, Toyota has effectively cultivated its social relationship through its EMS program. This has contributed to its success and sustainability. The success of its EMS program has been enhanced by its guiding principles, which provide a philosophical management that is geared towards sustainability of their business and giving back to the society. The guiding principles are also in line with the principles of the Rio earth summit, which is concerned, with conservation of forests and water resource. The choice of Toyota for this project was realized through a comparison of EMS programs from other equivalent companies. Toyota Motor Europe: Company Outline Currently Toyota motor corporation (TMC) is the third largest automobile marketer and manufacture in the globe. TMC has well established European manufacturing and marketing units through the Lexus and Toyota brand names. I n addition, TMC Europe has a well-designed structure that facilitates manufacturing and distribution of automobiles and spare parts. Toyota design and development centre (EDD). This organization is tasked with designing of all automobiles under the Toyota and Lexus brands. The organization is also tasked with the responsibility of designing environmental friendly motor vehicles. This is done through its comprehensive research scheme and consultation with various stakeholders. Current researches undertaken by the centre are aimed at establishing fuel-efficient cars and vehicles that can use alternative sources of energy. The centre is responsible for the development of the modern hybrid cars that run on a combination of electric and fuel energy. The unit is concerned with both the body and engine designs. This is done in relation to the European terrain and weather. The Toyota Prius is the latest model from the unit. This automobile has an engine capacity of 1.5 litters and petrol co nsumption on of 5.1 L/ 100 km. In addition, the vehicle has an emission capacity 120 g/km and 71 dB (A)2 carbon dioxide and noise emissions respectively. This has been achieved through the effective body and engine design of the car. Toyota Motor Europe Marketing & Engineering (TMME), this organization is concerned with marketing and conducting market research across Europe. In addition, the organization has the responsibility of collecting information from various stakeholders with the prospects of creating sustainable business. The TMME handles marketing of both the Lexus and Toyota brands across Europe on both the wholesale and retail basis. Toyota Logistic Service France (TLSFR), this organization is a subsidiary arm of the TMME, which undertake marketing of automobiles band spare parts across France and other French speaking nations. The organization also handles logistics TMC logistics across Europe. This organization is also responsible for collecting data aimed at improving the sustainability of the company from different stakeholders. TLSFR is also representing TMC in the on going anti global warming campaigns. Toyota Motor Europe Manufacturing (TMEM) is the other organization under Toyota. This organization oversees manufacturing of Toyota vehicles across Europe. The organization also coordinates all manufacturing operations in Europe. To

How Does The Concept Of Children's Rights Influence The Work Of Essay

How Does The Concept Of Children's Rights Influence The Work Of International Agencies And Development NGOs - Essay Example d other circumstances that are dangerous, which ultimately is resulting in the violation of the children’s rights and regulations made by the government. It is worth mentioning in this context that the government has taken certain initiatives which include the rescue measures, rehabilitation and active participation measures concerning children’s rights protection. The reports published concerning children’s rights violation usually cover the aspect of infant mortality, malnutrition and issues with regard to education where the other important issues usually remained unaddressed (UNICEF, 2006). With reference to the current day context, these factors can be apparently observed to influence and direct the working of international agencies such as World Trade Organisation (WTO), International Monetary Fund (IMF) and ECPAT among others. For instance, WTO, in its international operations has been regularly reviewing the progress in various countries with regard to th eir performances in protecting and promoting the rights of the children as per the principle guidelines mentioned in the agreements and trade policies. For instance, in its recent policies WTO has been focused on enforcing rigid norms to ban any product or services produced through the engagement of child labour. Where on one hand such norms and policy measures have been encouraged on social and ethical grounds, on the basis of economic concerns, the measures have also been criticised. For instance, it has often been argued and researched that child labour is a major concern identified in poor economic regions. It is often regarded as a consequence of poverty wherein minors of the family are sent to work and earn their livelihood. In such areas, such restrictions on child labour as imposed by the WTO... This paper approves that the rights of the children include the provision with respect to the standard of living, educational benefits, health care and recreational facilities. Additionally, the rights to protection act with respect to the children’s developmental needs majorly include their right to protection against abuse, discrimination and exploitation. The rights to participation further include the child’s freedom to participate in activities and programmes irrespective of cultural divergences and family or ethnic backgrounds. It is worth mentioning in this context that the provisions for rules and regulations as well rights are framed to protect the social, economic and environmental rights of the children in the worldwide context. This report makes a conclusion that with reference to the above discussion, it can be observed with regards to the development and protection of the rights of the children that international agencies and NGOs play a vital role towards minimising the issues related with children’s rights. As a matter of fact, child exploitation rates have increased in the modern day context. Consequently, the activities and measures with respect to the protection of the children’s rights have been implemented by NGOs as well as the international agencies. The different programmes such as The Focal Point and the Liaison Unit help and provide information to the international, regional and the national level organisations as well as the other events organisers with respect to the rights and provisions framed against the exploitation of the children.

Not for profit and public sector marketing(Charity Marketing) Essay

Not for profit and public sector marketing(Charity Marketing) - Essay Example The specific crisis has also affected the charities and the non-profits organizations; the above organizations had to update their strategies, including their marketing campaigns, in order to survive and to stabilize their performance. However, there have been business sectors on which the effects of the crisis have been quite severe. The secondhand bookselling is one of these sectors. The firms operating in this sector have suffered severe losses because of the recession; many of these businesses had to terminate their operation. These turbulences have led to the development of conflicts regarding the actual causes of the negative performance of the sector’s businesses. Oxfam has been blamed as being partially responsible for the crisis in the particular sector. The marketing strategies of the organization have been negatively criticized as threatening the businesses operating in this sector. Explanations are given on the marketing practices of the organization and their pote ntial effects on the operations of the businesses in the secondhand bookselling industry. 2. Marketing strategy of Oxfam 2.1 Overview of the problem Oxfam is the most known non-profit organization of Britain. The specific charity serves various social needs; the relevant funds are gathered through extensive fundraising schemes promoted by appropriately customized marketing techniques. Certain entrepreneurs have negatively criticized the marketing plans used by Oxfam. The problem under examination is the involvement of Oxfam in the selling of second-hand books. British booksellers – especially those dealing with the selling of second-hand books, have made complaints for the charity’s involvement in their business sector. Marc Harrison, a bookseller in Salisbury, had to close his bookshop due to the continuous decrease of profits; Mr. Harrison blames Oxfam for the damage he suffered (Riddle 2009). The accusations of Mr. Harrison are based on the fact that Oxfam has enter ed in the bookshop retail establishing its bookshops across UK. In accordance with Thomson (2009) the activities of charities can, indeed, threaten retailers, taking into consideration the fact that charities have a series of advantages – referring to the lack of financial obligations, like tax, payroll and so on. Kimmelman (2009) has stated similar concerns regarding the power of Oxfam to dominate the British secondhand bookselling industry (Kimmelman 2009). Kimmelman refers to the case of Harrison in order to highlight the practical implications of the entrance of Oxfam in the particular sector. It is noted that secondhand booksellers do not have many chances to win Oxfam (2009). The above organization has the financial power in order to support a nation-wide marketing campaign achieving a continuous increase of its profits. In the case of the above charity, marketing has been proved to have a critical role in the organization’s expansion in the particular industry. The marketing practices of the firm can be evaluated using an appropriately customized P.R. planning model, which will contain a series of proposals which can be actioned immediately – having being checked in order to be SMART. 2.2 P.R. planning model for Oxfam The marketing choices of Oxfam should be explained by using an appropriately customized P.R. planning model. The Six Points P.R. Planning model of Jefkins (1994) has been chosen in order to explain the scope of P.R. policies used by Oxfam. T

Business Strategy and Development - Company Report Assignment

Business Strategy and Development - Company Report - Assignment Example GoPro is the world’s leading activity image capture currently the highest selling wearable HD camera. Political instability in America has encouraged GoPro to carry out its operations smoothly through formulation of liberal laws and policies that do not affect prices and labor. Following recovery from financial crisis, American economy is currently stabilizing thus forming a good environment for operations of GoPro. Most athletes’ sound financial capabilities in extreme sports also enable them to acquire GoPro products so easily. Moreover, social factors that entails belief in new technology and love of capturing experiences has hugely boost the relationship between GoPro and the society. GoPro boasts of faster technological advancement that saw them beating the likes of Smartphones and therefore the significance of their advancement in their technology cannot be assumed (Mac 2013, n.p). It has embraced intense marketing in the social media which has been key in catapulting their sales. GoPro develops highly innovative cameras that are consistent with the customers’ needs of capturing videos and sharing online. The company focusses on the needs of the customer and satisfies them instead of just advancing the technology. Having mix of features is integral for the company especially those features valued by customers at an affordable price and great solution (One Network Enterprises 2013, n.p). Gopro is known to building products that concentrates on the needs of the customers such as ease of use, robustness and footage quality. Gopro targets specific market instead of broad mass market by targeting passionate performers of many sport genres (Barca et al. 2012. P.21).This is because the company believes that target group is more willing to adapt to new technology within capturing hence making it easy to address their needs and satisfy them. Additionally, GoPro encourages closeness to their lead users and this

Political Science - Postmodernism Essay Example | Topics and Well Written Essays - 1500 words

Political Science - Postmodernism - Essay Example The essay "Political Science - Postmodernism" analyzes postmodernism era and political science. Postmodernism is a term which was initially encountered a decade or more ago and was at that time associated with current developments in the arts and architecture. Gradually the term's usage spread to other cultural spheres and a variety of academic disciplines. A voluminous literature now exists and numerous efforts have been made to interrelate postmodernism among diverse disciplines. In general, postmodernism is a cultural development with spin-offs in political science. There is no simple description of postmodernism. It is a dissenting voice levelled at the claims of the Enlightenment tradition and what is understood as the period of modernity embarked upon with the emergence of capitalism, industrial society, the nation-state, and the cultural turn toward individualism. In philosophy, postmodernism announces a "vigorous denunciation of abstract reason and deep aversion to any projec t that sought universal human emancipation through mobilization of the powers of technology, science, and reason". As Harvey further explains, the confidence in the association between scientific and moral judgments has collapsed, aesthetics has triumphed over ethics as a prime focus of social and intellectual concerns, images dominate narratives, ephemerality and fragmentation take precedence over eternal truths and unified politics, and explanations have shifted from the realm of material and political-economic groundings. towards a consideration of autonomous cultural and political practices (Harvey, 1989, p. 328). Postmodernism: Implications for Political Analysis One of the most significant generalizations about the consequences of postmodernism is that it affects not only the pace of our daily lives but our attitudes about knowledge, the power of political science and reason, and our confidence in the future. We become sceptical, insecure, uncertain and doubtful. (Colin 2002, p.9) As Harvey notes, "it is impossible to say anything of solidity and permanence in the midst of this ephemeral and fragmented world (Harvey 1989, p. 291). Everything we do and experience faces "the challenge of accelerating turnover time and the rapid write-off of traditional and historically acquired values" (Harvey 1989, p. 291). Postmodernists have proposed a fresh start to understanding and conducting political analysis. They draw upon bodies of literature that are not usually part of international theory, including philosophy, cultural studies, feminist theory, geography, and linguistics. (Colin 2002, p.14) Another narrative, that of aesthetic sensibility, (Colin 2002, p.3-4) explores the cultural symbols and conventions that have been used to represent the modern world and its relationships with the rest. Here, the inquiry focuses on the culture of modernism--examining the styles of artistic, literary and cultural representation through which modem society has represented itself: its characteristics, hopes, dreams and nightmares, beliefs and goals. This account relates closely to modern literary and artistic criticism--which probes the values, sentiments and meanings embedded in the canons of western art and literature. The representational account is concerned with broad patterns of sense and meaning that inhere in modem cultural products and seeks to connect these

Religious Education Learning Package Essay Example | Topics and Well Written Essays - 1000 words

Religious Education Learning Package - Essay Example With such deliberations of the beliefs and practices advocated for during the Rosh Hashanah festival, it is apparent that, this marks a period of purifying oneself for the rest of the year. In addition, since the season is marked with several prayers, fasting and repenting, it reminds every Jew to abide by the Jewish beliefs and practices (Jacobs, 1987). In light of this, it is critical to focus on the beliefs and practices of Jews that make them repent so that they can have a good and sweet year ahead. In this regard, the concern is the relevance of beliefs and practices exhibited in the Rosh Hashanah festival, which culminates the evaluation of oneself in regard to their adherence to the beliefs and practices of Jews for the previous year. Therefore, the Rosh Hashanah festival could be argued to detail the overall beliefs and practices of Jews. This is in line with what Segal (2009) pointed out that, formal prayers guide Jews and their beliefs and practices. The following learning package aims at enlightening year 8 students with lessons designed to give insights to Jewish beliefs and practices. ... The first reading material is Essential Judaism: A Complete Guide to Beliefs, Customs & Rituals, a book by George Robinson (Robinson, 2003). Robinson highlights the importance of Jewish beliefs and practices, which are put into practice through various festivals. The festivals are symbolic interaction between Jews and God. In Rosh Hashana, Jews recite prayers. Robinson argues that prayer is at the heart of Jewish prayer, God listens to them. In order to elicit a clear understanding of such an assertion from the text, students would be requested to review the assertion, which is further elaborated by Robinson to mean that prayer is part of dialogue between man and God. In this regard, the students would be required to explain what they take of the assertion in relation to the understanding of Rosh Hashana prayers. A set of questions would be used to develop a discussion of whether the students believed that a prayer acted a means of communication between Jews and God, and whether what Jews believe in their Rosh Hashanah prayer is actually fulfilled by God. Some of the verbs used in driving points home from the book involve requesting students to read specific chapters and sentences of the book that emphasizes on the Jewish beliefs and practices in regard to the Rosh Hashanah festival. This would ensure that the students clearly understand the content of the book. In addition, students would be required to quote some sentences and phrases from the book that supports their arguments during discussions. A validation of their Jewish beliefs and practices would also be enhanced through reading the following sentence from Woodhead, (2002, p. 128): â€Å"the

Aeration and Fermentation Essay Example for Free

Aeration and Fermentation Essay Brewing is a fermentative process which converts carbohydrate rich raw materials into beer using yeast catalysts such as Baker’s yeast and species of Saccharomyces. Water quality and aeration conditions influence beer quality to a greater extent. Of these two, aeration plays a vital role. Aeration and Fermentation: Studies revealed that yeast cells propagation was doubled when cultured under prolonged aerobic conditions as compared to discontinuous aeration. Moreover, increase in cell growth was proportional to aeration volume, mainly due to the synthesis of sterols and unsaturated fatty acids which are important elements of the yeast cell membrane. Under batch fermentation, aeration affected 1st fermentation; nevertheless, successive fermentation was yeast strain dependent. Chul (2002) observed significant differences in levels of aroma compounds obtained with yeast propagated under different aerobic conditions. However aerobic conditions were not found to affect the levels of diacetyl.   According to Chul et al (2007), continuous aeration during yeast propagation directly influenced yeast metabolism, fermentation ability and beer quality. Microbial contamination risks: Certain groups of micro-organisms pose contamination risk in brewing. Most hazardous beer spoilage microbial agents are the species of Lactobacilli, Pedicocci and Micrococcus kristinae. Lactobacilli are gram-positive, facultative, anaerobic bacteria. Some species of Lactobacilli which are the common beer spoilage organisms are said to operate using homofermentative metabolism, by lowering the pH of fermentation process by producing lactic acid. These species are generally resistant to hop compounds. Lactobacillus brevis has the ability to ferment dextrins and starch and its contaminations in beer cause turbidity and super-attenuation (Vaughan et al. 2005). Pediococci are also homofermentative bacteria, which normally grow in pairs or tetrads, and are found in finished beers and wort fermentations. Presence of Pediococci leaves behind fermentable sugars in beer even after fermentation, thus causing ropiness. Micrococcus kristinae is an aerobic, gram-positive coccus occurring in tetrads or groups of four, forming pale cream to pale orange colonies. The primary habitat is the mammalian skin (Microbial glossary). Most of the strains are non-pathogens but some tend to be opportunistic pathogens. These species can grow in beer with significantly lower levels of alcohol and hop compounds and at pH values above 4.5 (Vaughan et al. 2005) and produce a fruity atypical aroma. Gram negative anaerobic bacteria such as Pectinatus cerevisiiphilus, Pectinatus frisingensis, Selenomonas lacticifex, Zymophilus raffinosivorans and Zymomonas mobilis are also potential beer spoilage microbes. Pectinatus species have found to greatly affect non-pasteurized beers rather than pasteurized ones. These anaerobic organisms ideally grow in packaged products between 15 and 40 °C with an optimum at 32 °C and at a pH of 4.5 (Vaughan et al. 2005). They are found to produce significant amounts of acetic acid, propionic acid and acetoin in wort and packaged beers. They also produce hydrogen sulphide and methyl mercaptan and cause considerable turbidity and an unpleasant ‘rotten egg’ odor in beer. Zymomonas mobilis is an organism widely used in the bio-ethanol synthesis. However, this species contaminates beer when it produces significantly higher levels of acetaldehyde and hydrogen sulphide. Gram negative aerobic bacteria such as Hafnia protea and Enterobacter cloacae also other agents which cause beer spoilage and are capable of surviving beer fermentation. Certain species of Saccharomyces are also organism causing beer contamination. Works Cited: Cheong, Chul.   Wackerbauer, Karl. and Kang, Soon AH. â€Å"Influence of aeration during propagation of pitching yeast on fermentation and beer flavor.† J. Microbiol. Biotechnol. 17(2). 2007: 297 – 304. Microbial glossary – Environmental Diagnostic Laborarory, retrieved from http://www.pureaircontrols.com/glossary.html Vaughan, Anne. O’Sullivan, Tadhg.   and Sinderen, Douwe Van. â€Å"Enhancing the Microbiological Stability of Malt and Beer – A Review.† Publication no. G-2005-1316-408. The Institute of Brewing Distilling. 111 ( 4). 2005: 355 – 371.

Vodka In An Absolut World

Vodka In An Absolut World Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience have shown to produce superior vodka. Absolut Vodka uses a process called continuous distillation, introduced in Sweden in 1879 by The Vodka King Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one location using local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the companys high quality standard. Unlike other vodkas, the Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilia, raspberri, apeach, ruby red, pears, and mango. All Absolut Vodka products can also be enjoyed neat or mixed in drinks. In addition, the shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. The bottle shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. It looked elegant, different, simple and very Swedish, and was decided that there should be no label not to hide the crystal clear liquid. Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo. The flavor comes in a transparent bottle in order to show how pure and clear its vodka is. The brand values of Absolut are defined as Clarity, Simplicity and Perfection. All three are there, visible on the bottle. Absolut Vodka currently comprises the following products within the same quality framework: Year Product 1979 Absolut Vodka 1986 Absolut Pepper 1988 Absolut Citron 1992 Absolut Kurant 1999 Absolut Mandrin 2003 Absolut Vanilla 2004 Absolut Raspberri 2005 Absolut Apeach 2006 Absolut Ruby Red 2007 Absolut Pears, Absolut 100, Absolut Mango 2008 Absolut Los Angeles 2009 Absolut Boston 2010 Absolut Berri Acai, Absolut Brooklyn, 2011 Absolut Wild Tea, Absolut San Francisco Source: http://en.wikipedia.org/wiki/Absolut_Vodka Creativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences. 3. Brand Positioning Absolut Vodka is positioned as premium brand in the minds of the target consumers. The price of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in Exhibit 4. The company also tried to feature the product as a high end product. For example, Absolut had an identity campaign termed Smart, showy, sassy, sophisticated and stylish. By this kind of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic lifestyle-namely the Absolut Lifestyle. Absolut entered Glamour world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl posing and wearing Absolut Vodka marked attire became widely visible. The brand personality of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media. The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases. Absolut went for simple, but sophisticated ads a classy picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements have not only broken advertising records year after year but also have captured the eyeball alongside the imagination of the general public. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness. The modes featuring in the advertisement had a tanned skin most of the times thus the brand tried to relate itself with a sense of sunny, urban and dynamic lifestyle. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and do esnt give any quirky sensation while drinking, this was assumed that girls would love this kind of product features. Absolut Vodka soon became news. The latest ads often started getting journalistic coverage in magazines and on TV. Everybody talked about Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central Park in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle. Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields like sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be proud of its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand Spotlight: Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the last century by Advertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully del iver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high quality and association with art and a good life. 4. Competitors and their Campaigns In addition to Absolut Vodka, there are over other 30 vodka brands in the U.S. market as shown in Exhibit 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past several year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Department of Liquor Control, 2009). In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, Grey Goose, Skyy, Stolichnaya, Ketel One, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the number one U.S. market share in 2007, followed by Absolut Vokda. A brief profile of five leading brands that were Absoluts competitors and their campaigns in 2007 will be discussed in next session. 4.1 Smirnoff Smirnoff is the #1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. In November, 2006, Smirnoff renewed its alliance with James Bond in the film Casino Royale. The alliance involved a multi-million dollar media campaign, which was activated in the U.S. and around the world. The campaign included a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite (Zydel, 2006). Smirnoff had the close partnership with Bond in 1962à ¢Ã¢â€š ¬Ã‚ ²s Dr. No. In a scene when the villain hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vodka and some scenes in James Bonds movie in 1962s. In August, 2007, Smirnoff launched its largest ever marketing campaign ( £5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the United Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, point of sale Smirnoff purity kits, and a tour of a custom-built Smirnoff Purification Installation used to make drinkable samples of water taken from saline or otherwise undrinkable water at selected sites (Sea: Advertisement, 2010). 4.2 Grey Goose Grey Goose was imported to the United States by the Sidney Frank Importing Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then sold the right of manufacturing to Bacardi. Grey Goose was the first prominent French vodka but has seen some competition from Nuage, Ciroc and Idol which are now on the market. Each of these vodka brands are premium brands sold in North America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. Market. In 2007, claiming itself to be the Worlds Best Tasting Vodka, Grey Goose launched its new Discerning Taste advertising campaign which was produced by New York-based @radical.media. The campaign was the brands first major advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just th eir vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007). The advertising campaign commenced in conjunction with the U.S. Open Tennis Championships in which Grey Goose was the Proud Promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA Network and appeared on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007). 4.3 SKYY SKYY is one of the fastest growing spirits globally and the leading domestic super premium vodka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan: CPR.MI) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are perceived by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). According to the good design of its distinctive cobalt blue bottle and award-winning marketing communications, SKYY is synonymous with quality, sophistication, and style (2005). SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands sexy image in bold and daring fashion (Press Release: Skyy Spirits Unveils Sexiest Ad Campaign in Skyy  ® Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). Magazine insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, an d Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010). 4.4 Stolichnaya Stolichnaya has its origins in the Moscow State Wine Warehouse No. 1 which was opened in 1901 by the authorities to ensure higher quality vodka production (Stolichnaya, 2010). It was the first vodka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate between the U.S. and the former USSR. In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to boost and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have now made a giant leap forward! (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New Event in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008). While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a visual style and based on a Russian artistic movement called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The Mother of all Vodkas, from the Motherland of Vodka. The new campaign was developed according to two findings of research that: first, that the remarkable history of Stoli hadnt been fully told; and second, that authenticity was a critical consideration in the purchasing decisions of sophisticated, young adult consumers at that time (2007). Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said: Pernod Ricard has consistently demonstrated its ability to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign will resonate with the brands core consumers and build on our overall track record of success(2007). However, after the purchase of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009. 5. Consumer Behavior The comprehensive analysis of vodka by the Beverage Information Group and research by Simmons Market Research Bureau reveal consumer behavior of vodka as follows: Vodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age groups (Simmons Market Research Bureau, 2007). Due to universal appeal of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage Information Group, 2008). Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007). According to Simmons (2007), the older the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. Belvedere scores highest in the 21-to-24 age group among unflavored vodkas. Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers prefer classic cocktails that are savory in nature (Beverage Information Group, 2008). All vodka consumers are moving toward a healthier lifestyle and a greener planet. (Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008).. Limited edition products that benefit local causes such as Absolut New Orleans and Absolut Los Angeles are another trend that is expected to gain a following (Beverage Information Group, 2008).. Overall, consumers are moving away from sweet cocktails into the savory area. This may not bode well for several flavored vodkas (Beverage Information Group, 2008). Review of publications about vodka brands uncovers that there are some significant factors that enhance customer decision making process when buying vodka as follows: Luxury: By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. Yet through clever ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would pay more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009). Flavors: Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increased the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous well-established brands (2009). Price: Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff posted a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., leveraging its rainbow of flavors as well as its inviting price (2009). This pricing strategy must be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. Even though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands. Reference Group: Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions. Packaging: Packaging has always played an important role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers accustomed to having a casual drink at home. It was found that the older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers like ly have a strong connection to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase. 6. History of Brand Advertising Absolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike. In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London', which shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) related to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. Th e Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007. In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Absolut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases modern culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first manned trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block table with copy that reads The Absolut Vodk a the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka. The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA. 7. The In an Absolut World Campaign In 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group. The In An Absolut World would elicit varying opinions and points of view of customers. It is designed to be an inspiring, humorous, and thought-provoking integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and everyday subjects, as well as to challenge consumers to express their own visions of the world. Its advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leaders are exposed by their Pinocchio noses. In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world; you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme. 7.1 Probable Marketing Objectives Since from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment. 7.2 Probable Communication/ Advertising Objectives The main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and better than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you judge other things. 7.3 Target Market The target audience is 23 34 year urbanites. 7.4 Positioning Statement To inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas. 7.5 Creative Strategy The In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus bringing about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region. 7.6 Creative Execution To achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the chance to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interesting to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a unique experience at the nearest ATM cash machine by introducing the Happy Hour. 7.7 Media Strategy The campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and upload images, films, worlds, and sounds, create personal profiles; browse, comment, and develop the visions of others. 8. Evaluation of the In an Absolut World The campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind. The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a combination of imagery and humor. For example, one of the ads shows an expectant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactics for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts. Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people wish to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a higher form of conflict resolution when protestors and police do a pillow war. In addition to creating the brand awareness, the campaign tried to break through the clutter by using both traditional and non-traditional advertising. The campaign has been put in a variety of media and on its Web site. The campaign also achieved one of the communication objectives of the brand is to provide the customers with an opportunity to interact, get involved and associated with the brand. By making the Web site more interactive for customers, Absolut creates a dialogue between the brand and customers and other visitors. Also, Absolut can get their data when those visitors and its customers create personal profile which can be used to develop marketing communications strategy in the future. Moreover, Absolut.com has become an online community where customers and visitors can disc

Production, consumption, and exporting of tea

Production, consumption, and exporting of tea QUESTION 1(i) Production, Consumption, and Exporting of tea Tea, like coffee is a typical favorable beverage among many. Tea is therefore produced in many countries. The annual world production of tea is about 2.9 million tones. Countries that have the most production of tea and largest tea plantation are China and India, followed by Kenya and Sri Lanka. China is the only country that produces non fermented tea (green tea), semi-fermented tea (Oolong tea), and other various kinds of fermented tea which also includes black tea. In India alone, the tea production is about 750,000 tones. Below are the total productions in tones of each country for the year 2006 and 2007 Productions in tones. Figures for years 2006 2007 Country 2006 2007 China 1,047,345 1,183,502 India 928,000 949,220 Kenya 310,580 369,600 Sri Lanka 310,800 305,220 Turkey 201,866 206,160 Vietnam 151,000 164,000 Indonesia 146,858 150,224 Japan 91,800 94,100 Argentina 72,129 72,000 Iran 59,180 60,000 Bangladesh 58,000 58,500 Malawi 45,009 46,000 Uganda 34,334 35,000 Other countries 189,551 193,782 Total 3,646,452 3,887,308 Tea is consumed around the world especially in British countries such as United Kingdom and Ireland, not forgetting the countries where tea is being produced. Tea is less favorable compared to coffee in countries such as America. Most of the tea consumed outside of East Asia is being produced in India or Sri Lanka. In Japan, green tea is a favorite for the locals, a mixture of green tea and hot water in a cup would do the trick for the Japanese. However, only green tea is consumed in Japan. Researches show that tea in terms of consumption is the most popular drink in the world. Exporting tea is a very common thing to do, in fact, the largest exporter of tea in the world is Kenya. China and Sri Lanka also plays very important roles in this sector. The growth in the export of tea is not just because of the demand, but also the heavy response to promote health benefits of tea consumption. QUESTION 1(ii) The influence of individual growers on the price of tea Individual growers are influenced by the price of tea. This is based on demand and supply. If demand for tea is high, growers and producers will then produce and supply more tea, on the other hand if the demand for tea is low, supply for tea by growers will also be less. Some Individual growers would also prefer to invest in the local market rather than export as to avoid heavy competition against other tea producing countries. QUESTION 1(iii) The role of transnational corporation in the tea market The role of a transnational corporation is to manage production and deliver services in more than one country. This corporation also plays an important role in the tea market. Tea companies such as Unilever and Tata tea have made a huge impact on the world market by setting up their own plantations and factories. Exporting and importing of tea has to go through the transnational corporation as most transport and shipping companies are controlled by them, thus making a stamp on the role of transnational corporations in the tea industry. QUESTION 2 Price of tea has been increasing since the year 2005, the demand and supply factors are the ones responsible for the increase. Despite the economic crisis in recent years, demands for tea has still been strong to many of its customers are an essential product. This is probably because of the health benefits from drinking tea. The demand for tea is income inelastic. However, some people may consider tea as an inferior good which is purchased at a larger amount compared to more expensive drinks, thus leading to an increase in price. China, one of the powerhouses in the tea industry is also growing in demand for tea as it has become one of the favorite beverages for the locals. Countries with rapid economic growth such as China, India, and Russia have resulted in locals with higher income, which will increasingly affect their spending behavior. They are allowing them to purchase branded and higher quality tea instead of cheaper and lower quality tea. As mentioned above, by being an inel astic product, increase in prices will not affect its consumers, as tea has its own alternative which requires small amount of income, therefore the rise in prices will not affect demand. As the demand for tea increases, the supply will also increase. This is based on the demand for tea as more people buy tea. Suppliers will then have to supply more tea in order to meet the requirements. Another supply factor would be the price of tea, as the prices of tea is increasing and still many people are consuming it, suppliers then have to supply more tea locally and in terms of export as this signals that they will make a profit base on the demand. Supply of tea is also affected by draughts. Those countries such as India, Kenya, and Sri Lanka are places where draught happens. Draughts will then lead to a lower supply rate of tea in these countries. Nevertheless, supplies of tea cannot easily be increases in a short period of time as that is the nature of the plant, thus affecting the world tea market by causing a rise in the price of tea. Below is a chart which shows the world demand and supply of tea from year 2004-2007 Alexander, A., 2009. Market and Industry Report-Russian Tea Market Research Report. [Online Image]. Available from: http://www.russiablog.org/2009/09/russian_tea_market_research_statistics.php [Accessed 03December 2009]. Among the countries that are famous for its tea production, India is one of the powerhouses in the tea market. Apart from dominating the world population as the second largest population in the world, India was also the second largest tea producer behind China during the year 2007. India also manages to produce an astonishing 945 million kg of tea that year. In terms of exporting wise, India came in fourth as the largest exporter of tea in the world with an exporting volume of approximately 178.75 million kg. In 2007, the Indian market size for tea is valued at $876.4 million and weighted 226.04 million kg. Retail prices for tea in India is very low compared to other countries such as Russia, for example, the average retail price of Indian tea is priced at $3.9 per kg , whereas it Russia it is priced at $20.2 per kg. This is probably caused by the exchange rate as the currency in Russia is stronger and more powerful compared to countries like India. Transnational corporations such as Tata tea and Unilever in India also help to play a role in the success of Indias tea industry. Plantations, processing factories, transport companies, and shipping agencies are all controlled by the corporation which helps the process of export and other actions smoothen. From year 2005-2008, the demand for tea has been exceeded by the supply in India. Not only in India actually, but the whole world which in this case supply has exceeded the demand for tea. This did not just happen accidentally, but rather intentional as it will help prevent the tea prices in India from dropping. Below is a table showing the demand and supply of tea in India Supply and Demand of tea in India Kg ( in millions) Demand ( consumption) Supply(production and import) 2005 757 963 2006 771 9006 2007 786 961 2008 802 1000 2006 was the start where recent buoyancy happened to tea prices. This turned out to be a relieve factor for most bulk tea players as they have been suffering from low and depressed prices of tea since 1999. In the past, after prices of tea had reached a peak in 1998, it went into a steady decline which produced an average domestic price of 76.43 per kg in 1998 which continued to drop in price which was 58.05 per kg in 2005. India then went on and suffered a lost in export markets. Among the factors were lack of market initiative by Indian investors in search of export markets, failure to check spurious varieties of tea and graded them as premium, high quality tea which then affected the image of the Indian tea market, and higher cost of production compared to other rival countries. Factors like these have led to India losing out in the export market, nevertheless leading to an increased supply in the domestic market. Quality factors also play an important role in determining the pric e and export. The above can be good examples of why price of tea in India can be quite volatile from year to year. Price of tea can also be affected by natural disasters such as typhoon, flooding, and draughts. In which reduces the supply of tea thus lower export rates. Last but not least, economic factors such as currency rates or inflation are able to affect and determine the price of tea. QUESTION 3 A change in price of tea would affect the economy of a country. Take India for example, an increase in the price of tea would mean good profit returns for the tea market as well as an advantage for bulk tea players who have invested large amounts of money into the tea industry. An increase in the price would mean that they have made a profit whereas if the price decreases, tea players would then suffer a loss. Judging from all areas, an increase in the price of tea would not fully bring benefits to the economy of the country. If the price increases, therefore cost of production for tea would also increase. When this happens, not all tea industries in India would want to export their tea as it may be too costly at their expense, which will lead them to invest in the domestic market. If there is a drop in price, transnational corporations such as Tata tea and Unilever will then take necessary actions to increase the price to a stable condition. A drop or increase in price will also aff ect the economy of India tremendously as India is one of the powerhouses in the world tea market, therefore little changes could make a big impact on the country. When competition for tea is too high in the market, price of tea will be affected negatively as there are too many suppliers comparing with each other in order to overpower the tea market. On the other hand, if competition for tea is low, this automatically raises the price of tea due to low supply. If demand for tea is high, wages of workers will increase as more workers are needed at the plantation and other tea processing facilities. Wages or workers in this case are determined by competition of tea as well as market power. In order to obtain market power, strong firms such as Unilever and Tata tea should be certain of a few items, tea that is either sold domestically or for export purposes should be of quality tea leaves, this is important as it can gain the trust and confidence of customers domestically and abroad. Te a corporations should also control the volume of tea being sold or exported as they would like to meet the requirements of the demand and supply situation, too much tea being produced would result in wastage. Supply networks also helps build up market power in the corporation, for instance, corporations should have export agencies to assist them in matters regarding export of tea to other countries. Overseas agents should also be hired as they can work as a link between the domestic market and overseas market, agents overseas can also help by sourcing and delivering information regarding other corporations which are in the same business. This can then help the domestic corporation plan their market strategies better. If the tea corporation has succeeded in obtaining a big share in market power, wages of workers in the corporation will increase simultaneously as they are crucially needed in order to smoothen and fasten the process of production of tea. Each step in producing tea will require manpower. Therefore workers are crucial at this stage.

Essay --

Glenda Elizabeth Gilmore’s book Defying Dixie: The Radical Roots of Civil Rights, 1919-1950 shows the Civil Rights movement in the same light as those writers like Jacquelyn Dowd Hall who believed in â€Å"The Long Movement.† Gilmore sets out to prove that much more time and aspects went into the Civil Rights Era and that it did not just start at the time of Brown v. Board of Education and the civil rights acts of the nineteen sixties. The book adhered to the ideology of â€Å"The Long movement† aspects of the civil rights era during its earlier times. However it also differs by displaying the more unorthodox, often unseen origins of the movement in Communism, labor, and fascism. She also shows that Black civil rights is not a problem faced by many countries. In Fact, that the United States can share the shame of holding a race of people down, with only few others. In Gilmore’s opinion the movement began in 1919, When African American Soldiers began returning from WWI and even though they risked their lives that same as the whites, African American’s still faced oppression. In this book...

Sphere :: essays research papers

Sphere Brief Plot Summary: The military discovers a spaceship at the bottom of the ocean. A team is sent down to investigate and gets stuck down there due to a storm on the surface. A sphere is discovered inside the ship, made by an alien species. People go into the sphere and it gives them the power to create things with their minds. They realize this power is too powerful and that mankind isn’t ready for it. So they use this power to forget everything about the ship. Brief Character Description: Norman Johnson-53-year-old psychology professor, the last choice to be on the team because of his age. He’s always evaluating the mental stability of the team members. Harry Adams-A mathematician. The only black member, he thinks everyone is discriminating against him. He cracks the alien code. Beth Halpern-The team zoologist, due to bad experiences with men she doesn’t trust them. Doesn’t always think things through. Theme: There are many very intelligent animals on our planet, but the thing that sets ups apart from them is our ability to imagine thins. We can imagine something and then strive to accomplish it. We just don’t realize how powerful or important that ability is. Last Comments: I was surprised at how much the author discussed complicated matters. He mentions space-time and how we could theoretically travel in time. He talks about the â€Å"anthropomorphic problem† of how we assume that aliens would have the same thought process as humans. He also talks a lot about psychology and the human mind. Question: 1) What kind of sea creature attacks the habitat? –A giant squid 2) What power did the sphere give to people? –The ability to manifest things with their minds

The Future Of Computer Crime In America :: essays research papers

The Future of Computer Crime in America The proliferation of home computers, and of home computers equipped with modems, has brought about a major transformation in the way American society communicates, interacts, and receives information. All of these changes being popularized by the media and the wide increased personal and private sector use of the Internet. All of these factors plus the fact of more and more business and government institutions are jumping to make the use of these services has put a much wider range of information at the finger tips of those, often select and few individuals whom know how to access, understand and use these information sources. Often times today this information is of a very sensitive and private nature on anything from IRS Tax returns, to Top Secret NASA payload launch information. Piled on top of that many times the individuals accessing these information sources are doing so by illegal means and are often motivated by deviant and illegal means. It is said that at any given time the average American has his name on an active file in over 550 computer information databases of which nearly 90% are online, and of the 550 databases the number comes no where close to how many time your personal information is listed in some database in an unactive file. The "Average American" could simply sit in his/her home doing nearly nothing all day long and still have his/her name go through over 1,000 computers a day. All of these vast information files all hold the crucial ones and zero's of data that make up your life as you and all others know it. All of these data bits, at the hands 100,000's of people. With little or NO central control or regulatory agency to oversee the safe handling of your precious little ones and zero's of information. As it would seem Arson Wells was little late with his title of "1984" . "BIG BROTHER" is INDEED WATCHING, US ALL and as it would seem our BIG BROTHER is alot bigger then Mr. Wells could have ever imagined. And that our BIG BROTHER is EVERYWHERE! The 100,000's of people that do have this information make up our modern BIG BROTHER in the form of government institutions to private advertising companies, these people are all the "trusted" ones who use our information everyday for legal and useful purposes but what about the others who use their skills and and knowledge to gain their "own" personal and illegal access to these vast depositories of information? These individuals popularized and demonized by the media are often referred to

In Electricity Generation, an Electric Generator Is a Device

Electric generator In  electricity generation, an  electric generator  is a device that converts  mechanical energy  to  electrical energy. A generator forces  electric charge  (usually carried by  electrons) to flow through an external  electrical circuit. It is analogous to a  water pump, which causes water to flow (but does not create water). The  source of mechanical energy  may be a reciprocating or turbine  steam engine, water falling through a  turbine or waterwheel, an  internal combustion engine, a  wind turbine, a hand  crank,  compressed air  or any other source of mechanical energy.The reverse conversion of electrical energy into mechanical energy is done by an  electric motor, and motors and generators have many similarities. In fact many motors can be mechanically driven to generate electricity, and very frequently make acceptable generators. ———-Historical developments Before the connection between  magne tism  and  electricity  was discovered,  electrostatic generators  were invented that used  electrostaticprinciples. These generated very high  voltages  and low  currents.They operated by using moving  electrically charged  belts, plates and disks to carry charge to a high potential electrode. The charge was generated using either of two mechanisms: * Electrostatic induction * The  triboelectric effect, where the contact between two insulators leaves them charged. Because of their inefficiency and the difficulty of  insulating  machines producing very high voltages, electrostatic generators had low power ratings and were never used for generation of commercially significant quantities of electric power.The  Wimshurst machine  and  Van de Graaff generator  are examples of these machines that have survived. Faraday's disk In the years of 1831–1832,  Michael Faraday  discovered the operating principle of electromagnetic generators. The pr inciple, later calledFaraday's law, is that an  electromotive force  is generated in an electrical conductor that encircles a varying  magnetic flux. He also built the first electromagnetic generator, called the  Faraday disk, a type of  homopolar generator, using a  copper  disc rotating between the poles of a horseshoe  magnet. It produced a small DC voltage.This design was inefficient due to self-cancelling counterflows of current in regions not under the influence of the magnetic field. While current was induced directly underneath the magnet, the current would circulate backwards in regions outside the influence of the magnetic field. This counterflow limits the power output to the pickup wires and induces waste heating of the copper disc. Later homopolar generators would solve this problem by using an array of magnets arranged around the disc perimeter to maintain a steady field effect in one current-flow direction.Another disadvantage was that the output volta ge was very low, due to the single current path through the magnetic flux. Experimenters found that using multiple turns of wire in a coil could produce higher more useful voltages. Since the output voltage is proportional to the number of turns, generators could be easily designed to produce any desired voltage by varying the number of turns. Wire windings became a basic feature of all subsequent generator designs. Dynamo The  dynamo  was the first electrical generator capable of delivering power for industry.The dynamo uses  electromagnetic  principles to convert mechanical rotation intopulsed DC  through the use of a  commutator. The first dynamo was built by  Hippolyte Pixii  in 1832. Through a series of accidental discoveries, the dynamo became the source of many later inventions, including the DC  electric motor, the AC  alternator, the AC  synchronous motor, and the  rotary converter. A dynamo machine consists of a stationary structure, which provides a constant magnetic field, and a set of rotating windings which turn within that field.On small machines the constant magnetic field may be provided by one or more permanent magnets; larger machines have the constant magnetic field provided by one or more electromagnets, which are usually called field coils. Large power generation dynamos are now rarely seen due to the now nearly universal use of  alternating current  for power distribution and  solid state  electronic AC to DC power conversion. But before the principles of AC were discovered, very large direct-current dynamos were the only means of power generation and distribution.Now power generation dynamos are mostly a curiosity. Alternator Without a  commutator, a dynamo becomes an  alternator, which is a  synchronous singly fed generator. When used to feed anelectric power grid, an alternator must always operate at a constant speed that is precisely synchronized to the electrical frequency of the power grid. A D C generator can operate at any speed within mechanical limits, but always outputs direct current. Typical alternators use a rotating field winding excited with direct current, and a stationary (stator) winding that produces alternating current.Since the rotor field only requires a tiny fraction of the power generated by the machine, the brushes for the field contact can be relatively small. In the case of a brushless exciter, no brushes are used at all and the rotor shaft carries rectifiers to excite the main field winding. MHD generator Main article:  MHD generator A magnetohydrodynamic generator directly extracts electric power from moving hot gases through a magnetic field, without the use of rotating electromagnetic machinery. MHD generators were originally developed because the output of a plasma MHD generator is a flame, well able to heat the boilers of a  steam  power plant.The first practical design was the AVCO Mk. 25, developed in 1965. The U. S. government funded su bstantial development, culminating in a 25 MW demonstration plant in 1987. In the  Soviet Union  from 1972 until the late 1980s, the MHD plant U 25 was in regular commercial operation on the Moscow power system with a rating of 25 MW, the largest MHD plant rating in the world at that time. [2]  MHD generators operated as a  topping cycle  are currently (2007) less efficient than combined-cycle  gas turbines. ————————————————- Terminology The two main parts of a generator or motor can be described in either echanical or electrical terms. Mechanical: * Rotor: The rotating part of an  electrical machine * Stator: The stationary part of an electrical machine Electrical: * Armature: The power-producing component of an electrical machine. In a generator, alternator, or dynamo the armature windings generate the electric current. The armature can be on either the rot or or the stator. * Field: The magnetic field component of an electrical machine. The magnetic field of the dynamo or alternator can be provided by either electromagnets or permanent magnets mounted on either the rotor or the stator.Because power transferred into the field circuit is much less than in the armature circuit, AC generators nearly always have the field winding on the rotor and the stator as the armature winding. Only a small amount of field current must be transferred to the moving rotor, using  slip rings. Direct current machines (dynamos) require a  commutator  on the rotating shaft to convert the  alternating current  produced by the armature to  direct current, so the armature winding is on the rotor of the machine. ————————————————- ExcitationAn electric generator or electric motor that uses field coils rather than permanent magnets requires a current to be present in the field coils for the device to be able to work. If the field coils are not powered, the rotor in a generator can spin without producing any usable electrical energy, while the rotor of a motor may not spin at all. Smaller generators are sometimes  self-excited, which means the field coils are powered by the current produced by the generator itself. The field coils are connected in series or parallel with the armature winding.When the generator first starts to turn, the small amount of  remanent magnetism  present in the iron core provides a magnetic field to get it started, generating a small current in the armature. This flows through the field coils, creating a larger magnetic field which generates a larger armature current. This â€Å"bootstrap† process continues until the magnetic field in the core levels off due to  saturation  and the generator reaches a steady state power output. Very large power station generators often utilize a separate smaller generator to excite the field coils of the larger.In the event of a severe widespread  power outage  where  islanding  of power stations has occurred, the stations may need to perform a  black start  to excite the fields of their largest generators, in order to restore customer power service. ————————————————- Equivalent circuit The equivalent circuit of a generator and load is shown in the diagram to the right. The generator's  VG  and  RG  parameters can be determined by measuring the winding resistance (corrected to operating temperature), and measuring the open-circuit and loaded voltage for a defined current load. ———————————————— [edit]Vehicle-mounted generators Early motor vehicles until about the 1960s tended to use D C generators with electromechanical regulators. These have now been replaced byalternators  with built-in  rectifier  circuits, which are less costly and lighter for equivalent output. Moreover, the power output of a DC generator is proportional to rotational speed, whereas the power output of an alternator is independent of rotational speed. As a result, the charging output of an alternator at engine idle speed can be much greater than that of a DC generator.Automotive alternators power the electrical systems on the vehicle and recharge the  battery  after starting. Rated output will typically be in the range 50-100 A at 12 V, depending on the designed electrical load within the vehicle. Some cars now have electrically powered  steering assistance  and  air conditioning, which places a high load on the electrical system. Large commercial vehicles are more likely to use 24 V to give sufficient power at the  starter motor  to turn over a largediesel engine.Vehicle alternators do not use permanent magnets and are typically only 50-60% efficient over a wide speed range. [4]Motorcycle alternators often use permanent magnet  stators  made with  rare earth  magnets, since they can be made smaller and lighter than other types. See also  hybrid vehicle. Some of the smallest generators commonly found power  bicycle lights. These tend to be 0. 5 ampere, permanent-magnet alternators supplying 3-6 W at 6 V or 12 V. Being powered by the rider, efficiency is at a premium, so these may incorporate  rare-earth magnets  and are designed and manufactured with great precision.Nevertheless, the maximum efficiency is only around 80% for the best of these generators—60% is more typical—due in part to the rolling friction at the  tyre–generator  interface from poor alignment, the small size of the generator, bearing losses and cheap design. The use of permanent magnets means that efficiency falls even further at high speed s because the magnetic field strength cannot be controlled in any way. Hub dynamos  remedy many of these flaws since they are internal to the bicycle hub and do not require an interface between the generator and tyre. Until recently, these generators have been expensive and hard to find.Major bicycle component manufacturers like Shimano and SRAM have only just entered this market. However, significant gains can be expected in future as cycling becomes more mainstream transportation and LED technology allows brighter lighting at the reduced current these generators are capable of providing. Sailing yachts may use a water or wind powered generator to trickle-charge the batteries. A small  propeller,  wind turbine  or  impeller  is connected to a low-power alternator and rectifier to supply currents of up to 12 A at typical cruising speeds. Still smaller generators are used in  micropower  applications. ————————â⠂¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€ Engine-generator An  engine-generator  is the combination of an electrical generator and an  engine  (prime mover) mounted together to form a single piece of self-contained equipment. The engines used are usually piston engines, but gas turbines can also be used. Many different versions are available – ranging from very small portable  petrol  powered sets to large turbine installations. ————————————————- Human powered electrical generators A generator can also be driven by human muscle power (for instance, in field radio station equipment).Human powered direct current generators are commercially available, and have been the project of some  DIY  enthusiasts. Typically operated by means of pedal power, a converted bicycle trainer, or a foot pump, such generators can be practically used to charge batteries, and in some cases are designed with an integral inverter. The average adult could generate about 125-200 watts on a pedal powered generator, but at a power of 200 W, a typical healthy human will reach complete exhaustion and fail to produce any more power after approximately 1. 3 hours. 6]Portable radio receivers with a crank are made to reduce battery purchase requirements, see  clockwork radio. During the mid 20th century, pedal powered radios were used throughout the Australian outback, to provide schooling,(school of the air) medical and other needs in remote stations and towns. ————————————————- Linear electric generator In the simplest form of linear electric generator, a sliding  magnet  moves back and forth through a  solenoid  Ã¢â‚¬â€œ a spool of copper wire. Analternating current  is induced in the loops of wire by  Faraday's law o f induction  each time the magnet slides through.This type of generator is used in the  Faraday flashlight. Larger linear electricity generators are used in  wave power  schemes. ————————————————- Tachogenerator Tachogenerators are frequently used to power  tachometers  to measure the speeds of electric motors, engines, and the equipment they power. Generators generate voltage roughly proportional to shaft speed. With precise construction and design, generators can be built to produce very precise voltages for certain ranges of shaft speeds