Quantum Computing the Future Research Paper Example | Topics and Well Written Essays - 5000 words

Quantum Computing the Future - Research Paper Example This paper presents a detailed analysis of quantum computing. Quantum computing is a significant area of present-day research aimed at establishing computer related tools and machines based on the rules and regulations of quantum theory In this scenario, the quantum theory outlines the environment and performance of material and energy on the quantum, both at the atomic and subatomic level. . In addition, the quantum computing is not a new idea since it was first emerged in the 1970s. Moreover, the quantum computing is basically based on the ideas of quantum physics. For instance, it utilizes the properties of atoms offered by definite quantum physics theories to allow them to get together in form of quantum bits, which can be used for computer's processing (Stewart, 2011; Pawliw, 2010; Webopedia, 2011). This paper discusses the role of quantum computing, its history and future developments. The basic purpose of this research is to explain the role and importance of quantum computing in modern day information technology. Introduction The large volume of computing processing capabilities has been produced by high speed processing machines; however makers of these machines have not so far been capable to satisfy our desires for speed as well as processing competence. During 1947, American computer engineer Howard Aiken stated that only 6 electronic digital computers would convene the computing requirements of the U.S. Others have prepared comparable bad forecasts regarding the power of computing power that would facilitate their rising hi-tech requirements of processing capabilities (Bonsor & Strickland, 2000), (Spector, 2007) and (Spector, Quantum computing, 2008). Additionally, the developments have evolved since individuals found novel methods of using a variety of substantial resources like that forces, supplies as well as energies. In this scenario, the narration of computer and information processing technology has engaged a series of transformations of phy sical comprehension from mechanism to regulators to transistors to ICs and much more. Additionally, nowadays superior lithographic methodologies are able to compress portion of micron, broad logic gates as well as wires onto the exterior of silicon technology chips. In addition, quickly they will produce even lesser portions as well as certainly arrive at a level where logic gates are very short sized that they are created out of simply a small number of atoms (Bakir, 2011), (Franklin & Chong, 2004) and (Hughes & Williams, 2000). Furthermore, while working at atomic level that follows the policies of quantum mechanics is fairly dissimilar from the traditional policies that decide the characteristics of traditional logic gates. Consequently, if computers are to turn out to be smaller in the upcoming period, quantum technologies have to put back or add-up with what we are using at present. Here, the main idea is that the quantum technology is able to present a great deal more than cra mming increasingly bits to silicon chip as well as increasing the clock-speed of computer technology microprocessors. Moreover, it is as well able to help in latest type of calculations by providing qualitatively novel algorithms foundational upon quantum theory based standards (Bakir, 2011), (Franklin & Chong, 2004) and (Hughes & Williams, 2000). This paper presents a detailed overview of quantum computing. This research will cover the historical background of quantum comput

Food and Street Foods Essay Example for Free

Food and Street Foods Essay Introduction Bulacan was officially called â€Å"Bulacan Province†, is a first class province of the Republic of the Philippines located in the Central Luzon Region (Region 3) in the island of Luzon, North of Manila (the nation’s capital), and part of the Metro Luzon Urban Beltway Super Region. Bulacan pries itself for its rich historical heritage. Bulacan has fast become an ideal tourist destination, owing to its vital role in Philippine history, and its rich heritage in culture and the arts. The province is popularly known for its historical sites; nostalgic old houses and churches; idyllic ecological attractions; religious attractions; colorful and enchanting festivals; swimming and various themed attractions; and a wide selection of elegant native crafts and sumptuous delicacies. It is also home to numerous resorts, hotels, restaurants, and other recreational facilities. (Wikipedia). The briskness of Street foods in Bulacan can be measured by the long queue of consumers’ everyday in the food outlets in strategic places where street foods like: â€Å"lugaw† or Rice Porridge, goto, mami, fish balls, barbecued banana, salted peanuts and chicken pops. (Toledo, 1988) Street Foods is a â€Å"Survival Meals†, maybe because it satisfies the gustatory sense for a temporary period of time. (Soledad Leynes, 1986) In such case, eating away from home due to the changes in occupation and activities created a demand for cooked meals and snacks at a cheaper and affordable price that are served quickly. Dual career, parents and small families who really have no time to prepare their meals at home resort to street foods for convenience. These people seem not to care for the food source whether it comes from the legitimate food merchants or from the informal sector, otherwise called black market. (Soledad Leynes, 1986) Street foods, whether snacks or meals are affordable and always available, which are very popular among the low income households to a large extent and increasingly a daily fare among the middle income groups. Households with working mothers are afforded ready to eat meals without the burden of cooking at home. Street food caters to the needs of the urban poor population by making food readily available and at low cost. Thus, street food vending is a traditional activity which can be considered a coping mechanism of the urban poor. Street foods are ready-to-eat foods and beverages prepared and/or sold by vendors or hawkers especially in the streets and other similar places. (Food and Agriculture Organization of the United Nations) They represent a significant part of urban food consumption for millions of low-and-middle-income consumers, in urban areas on a daily basis. Street foods may be the least expensive and most accessible means of obtaining a nutritionally balanced meal outside the home for many low income people, provided that the consumer is informed and able to choose the proper combination of foods. (Food and Agriculture Organization of the United Nations) Statement of the Problem. This study was conducted to assess the Quality of Food Products of Street foods sold by the ambulant vendors along the busy streets and sidewalks of Bulacan. 1. What is the status of the ambulant vendors of Bulacan in terms of: 2. 1. Gender 2. 2. Age 2. 3. Civil Status 2. 4. Income 2. 5. Family size 2. 6. Educational attainment 2. What is the nutritional quality of food products sold by the ambulant vendors in Bulacan in terms of: 3. 7. Food Supply 3. 8. Food Preparation 3. 9. Food Handling 3. What orientation program could be proposed to the ambulant vendors to improve the nutritional quality and safety of the food?

Opening A Cafe In Moscow Russia Marketing Essay

Opening A Cafe In Moscow Russia Marketing Essay We are a newly established company in food and drink industry. We plan to set up our first cafà © shop in a business area in Moscow, Russia. We want to differentiate ourselves from our competitors by providing high product quality and high service quality. Our cafà © shop is not only a place for people to enjoy life but also a suitable place to work. Russia is a very different in culture (Euro-Asia) comparing to other western countries. It changes so quickly that we need to work deeply on our marketing plan to adapt to this fast changing market. 2. Market Analysis 2.1. The Market of Russia Russia is the worlds largest country in terms of area, stretching from the Baltic to the Pacific across 10 time zones, with an estimated population of 144 million. Russia is one of the fastest growing emerging markets at present with a GDP growth of 7 percent in 2008. Revenue from crude oil and natural gas exports and strong domestic demand are contributing to a booming economy, making it the bright spot in an otherwise challenging region. Russia ranked third, in A.T. Kearneys Global Retail Development Index 2008, which qualifies it as one of the most attractive retail markets for international investors. Robust income growth, a reduction in unemployment, consistent government policy and a rapidly increasing middle class offer optimistic expectations for the future development of retailing in Russia. 2.2.The Market of Moscow ¼Ã‹â€ where we want to set up our first cafà ©Ã‚ ¼Ã¢â‚¬ ° Moscow is the capital and the largest city of the Russian Federation. It is also the largest city in Europe, with the Moscow metropolitan ranking among the largest urban areas in the world. Moscow is a major political, economic, cultural, religious, financial, educational, and transportation centre of Russia and the world. 2.2.1. Population According to the 2002 Census the population of the Moscow was 10,382,754, however, this figure only takes into account legal residents. Substantial numbers of internal migrants mean that Moscows population is still increasing. 2.2.2. Economy Moscow is a major economic centre and is home to the largest number of billionaires in the world, which is the reason why we choose Moscow to start our Cafà © chain business before expand to other cities of Russia. Since a significant portion of Russias profits and development is concentrated in Moscow as many multi-national corporations have branches and offices in the city, we may consider whether to target this segment of white-collar working class by providing a special quieter area in our coffee shop especially for them, with Wi-Fi free of charge, making them feel that our coffee shop is a suitable place to work while enjoying their coffee break. 2.2.3. Crime However, while the overall stability has improved in the recent years, crime continues to remain a problem hindering business development. Pick-pocketing is frequent in Moscow, as well as burglary from vehicles. Organized crime in Moscow and Russia in general, has often been involved with drug trafficking, cyber crime, prostitution, and financial crimes. Thus, we have to consider the security level when we are selecting the location of our coffee shop(s), not only for the safety of our shop itself, but for the safety of our employees and our customers. 2.2.4. Transportation Air There are five primary commercial airports serving Moscow: Sheremetyevo International Airport, Domodedovo International Airport, Bykovo Airport, Ostafievo International Airport and Vnukovo International Airport. We may consider whether we open a coffee shop inside the Sheremetyevo International Airport or/and the Domodedovo International Airport, as Sheremetyevo International Airport is the most common entry point for foreign passengers, handling 60% of all international flights, while Domodedovo International Airport is the leading airport in Russia in terms of passenger throughput, and is the primary gateway to long-haul domestic and CIS destinations and its international traffic rivals Sheremetyevos. Metro Local transport includes the Moscow Metro, a metro system famous for its art, murals, mosaics, and ornate chandeliers. Today, the Moscow Metro contains twelve lines, mostly underground with a total of 177 stations. The Moscow Metro is one of worlds busiest metro systems, serving more than nine million passengers daily. Again, when selecting the location of our coffee shop, we have to take into account the transportation factor. We must choose a place where it is not only easy to recognize but also convenient to arrive at. 2.2.5. Internet User Internet penetration is lower than in Western countries, although it is developing at a fast pace in Russia, and is currently at 30.2%. The number of internet users has risen from just 220,000 in 1995 to 42,936,000 users in 2007. Service providers are expanding beyond their traditional markets in Moscow and St. Petersburg into Russias regions. Although still low at around 38%, PC penetration improved rapidly from less than 1% in 1990. Continued growth in the home ownership of PCs will spur further development in the number of internet users as PC ownership and internet development are closely linked. Possession of PC and growth of internet users: 2002-2007  ¼Ã‹â€ Source: Euromonitor International from national statistics/ITU ¼Ã¢â‚¬ ° 3. Industrial Analysis 3.1. Foodservice Industry in Russia Cafà ©s and restaurants account for 37.3% of the industrys value in 2007. 3.1.1. Market Value Forecast The compound annual growth rate of the industry in the period 2007-2012 is predicted to be 5.1%. 3.1.2. Market Volume Forecast The compound annual growth rate of the industry volume in the period 2007-2012 is predicted to be 0.3%. From the above data, we can see that the market volume for the next 5 years is expected to grow steadily but low in growth rate, In 2012, the Russian foodservice industry is forecast to have a volume of 5,112.1 million transactions, an increase of 1.7% since 2007, while the market value during this period will enjoy a healthy growth. In 2012, it is forecast to have a value of $6.5 billion (165.6RUR billion), an increase of 28.3% since 2007. That is to say, the market will be in a trend with low volume of transactions but can generate higher value. This information will lead us to differentiate our cafà © shop from other common coffee shops by providing high quality of products and service with comparatively higher prices. 3.2. Hot Drinks Industry in Russia Coffee sales proved the most lucrative for the Russian hot drinks market in 2007, generating total revenues of $2.5 billion, equivalent to 64.1% of the markets overall value. In comparison, sales of tea generated revenues of $1.3 billion in 2007, equating to 33.5% of the markets aggregate revenues. 3.2.1. Market Value Forecast The compound annual growth rate of the market in the period 2007-2012 is predicted to be 2.2%. 3.2.2. Market Volume Forecast The compound annual growth rate of the market volume in the period 2007-2012 is predicted to be 0.9%. In 2012, the Russian hot drinks market is forecast to have a value of $4.3 billion, an increase of 11.3% since 2007, and a volume of 285.8 million kg, an increase of 4.7% since 2007. Again, the above data justifies our decision of entering Russia market, as coffee still remains the most popular and important hot drinks among Russians. Buyer Power Self-realized muscovite people with high consumption potential Spontaneous group of people buying compulsively Needs and wants change very quickly 3.3.Porter five forces Indirect Competitors Retail stores and malls New Players New large groups like Starbuck chain look at enter the market Long time to enter the market because of barrier of laws and government Number of new players already in the market Foodservice Industry Russia Number of new companies, choice offered to the customer Higher growth in value than in volume Differentiation in product quality and visibility Brand building is key for this market very competitive market Services alliances (suppliers) Necessity to make alliances with suppliers to survive Importance of having good quality food at low price  ¼Ã‹â€ Source ¼Ã… ¡DataMonitor Published September 2008) 3.4. SWOT analysis STRENGTHS WEAKNESSES Strong market growth Purchasing high quality raw materials give us a competitive advantage Being able to adapt our product and business model to the market needs and wants customer changes Strong market study to verify our assumptions on the field and later on adaptation through regular surveys Strong operation process Alliances with suppliers Staying aware of the different cultures that exist in Moscow Strong values in accordance with customers own values (e.g. on quality respect) Time to implement the structure due to our lack of market knowledge Seasoned industry (week-end and days off for holidays because of business area) High cost for commodities (high level of equipment required) Build a partnership with business partners can be long and not solid enough Lack of stability of human resources OPPORTUNITIES THREATS Taking into account the market changes High capacity for adaptation Having a leading strategy In Moscow will put us one step ahead from competitors, is a key factor to create a new trend Create a team spirit in the company that keep Faithful the human resources Government regulation: Competitors like Starbuck Coffee with a financial advantage Market demand difficult to evaluate 4. Strategies Our strategy is a market penetration strategy, focusing reaching a new customer market niche. Current products New products Current Markets Market penetration Strategy Product-development Strategy New Markets Market development Strategy Diversification Strategy Source: Strategies for diversification by Igor Ansoff Our approach is to enhance relationships with our customers, the self-realized people that it corresponds to middle-aged people with a high consumption potential. 4.1. Objectives (a 5-year Plan) Investment: 100,000 euros for the first cafà © shop Timetable: Time actions results T0 +6 months Marketing study T0 + 12 months Preparation for the establishment of our first cafà © in Moscow Get everything done before operation (place, suppliers, HR, etc) T0+30 months (to be consolidated) (Breakeven point) (estimated after 18 months of operation) operation of our first Cafà © shop and consolidation At least to reach breakeven T0+36 months Find investors and prepare to open the second cafà © shop Open the second cafà © in the same city T0+ 60 months Find investors and prepare to open more cafà © shop Expend more cafà © shops in other cities in Russia Quantifiable Average number of customer per day Number of days of operation per year (5 days / week) Total sales per year Estimated profit after 2 years of operation (5%) 300 400 250 days 500,000 euros 25000 euros per year Achievable We think that our objectives are achievable and this lowest estimate will be consolidated. 4.2. Segmentation/Targeting To be useful, market segments must rate favorably on five keys criteria: It has to be measurable, substantial, accessible, differentiable and actionable. (Source Kotler Keller Marketing management second edition) The segment, we have chosen for this marketing plan complies with those criteria. Our target is the Self realized groups of Customers: What are their characteristics? Self-realized group is middle-aged people with a higher proportion of women. They have a high consumption potential. Their values go to life quality and healthcare. On the opposite of innovators group or spontaneous ones, they dont like advertisement. They want to make their own choice based on the facts they have access. What are our assumptions regarding to the benefits this type of customers want to find when entering in our Cafà ©? The list of characteristics we need to measure thanks to a marketing survey before applying to our Cafà © are the followings. Quality 1st Quick to get Comfortable when having more time Segmentation Customer type Benefits Innovators Spontaneous Ambitious Self-realized Settled Traditionalists Thrifty High quality drinks/food 3 1 5 1 5 2 6 High quality service 4 2 6 2 6 1 6 Relaxing area 2 5 4 4 2 4 5 Nice working area (with wi-fi) 6 6 1 3 4 6 5 Nice place to meet people 1 3 2 6 1 5 4 Takeaway/Phone order delivery service 5 4 3 5 3 3 4 Segment B A C A C D D Targeting: We want to target segment A which include Spontaneous and self-realized people. The second largest group, the Spontaneous, is dominated by men and singles, and they often buy goods impulsively. The Self-realised are middle-aged people, with a higher proportion of women, and a high consumption potential. This important group tends to be irritated by advertising, valuing quality and pays attention to healthcare. Explanation of the customer types in segmentation: Region-Media, specialists in Russian advertising, have conveniently identified seven types of consumers in this market. The growing group of Innovators are mainly based in Moscow, prefer to spend their free time involved in sports activities and active leisure and eat out in restaurants featuring exotic cuisine. The second largest group, the Spontaneous, is dominated by men and singles, and they often buy goods impulsively. The cluster of the Ambitious is smaller, and relies on advertising when looking for a product. The Self-realized are middle-aged people, with a higher proportion of women, and a high consumption potential. This important group tends to be irritated by advertising, valuing quality and pays attention to healthcare. The largest group are the Settled (25% of consumers in Russia and 21% in Moscow), a rather traditional group with great brand affinity: innovations barely interest them. The Traditionalists pack a low consumer potential, as half of them are retired and lo yal to retail outlets that have survived since Soviet times. The last and smallest cluster, Thrifty, mainly shops in discount shops. (Source: www.euromonitor.com Top 10 consumer trends in Russia) 4.3. Positioning To convince customers of our targeted segment that coming in our cafà © will offer the benefits they need. To spontaneous and self-realized people in Moscow that our cafà © shop is a nice place for both working and relaxation, because it offers products and services in high quality, free wi-fi access, takeaway/ phone order delivery services, 4.4. Designing the Offer ( Marketing Mix) 4.4.1. Products We offer high quality drinks and healthy food with first rate raw material. For us, products must be natural and fresh. Examples: Coffee ¼Ã… ¡ The basic offer contains, cappuccino, latte and espressos made with grains from different countries as Brazil, Italia, Colombia or Kenya. Chocolate: Our Caramel Chocolate is a creation with cold chocolate, whipped cream and a drizzle of hot caramel syrup. The Canadian chocolate is made with dark chocolate and cranberries. Tea: Our basic offer is represented by international flavour as Green tea and white tea from Japan and China and yellow tea, a very rare and delicate blend from China. The last one is Ceylon tea, a black tea from Sri Lanka. We also offer flavoured teas as Jasmine tea from India, a combination of green tea and oxidized jasmine flowers. The Mint tea from Morocco is Gunpowder tea in which is added, during the infusion, fresh mint leaves and sugar. And finally, Earl Grey tea that is a tea blend with a distinctive flavour and aroma derived from the addition of oil extracted from the rind of the bergamot orange, a fragrant citrus fruit. Our Cafe Menu COFFEECHOCOLATE Espresso The essence of coffee extracted into a concentrated one ounce beverage Espresso Macchiato A shot of espresso marked with a dollop of foamed milk Traditional Cappuccino Espresso combines with a velvety milk foam. _ 1/3 espresso _ 1/3 steamed milk _ 1/3 frothed milk Mocha Espresso with foamed milk with chocolate syrup or powder added Latte Espresso combines with steamed milk, topped with a small amount of milk foam. _ 1/3 espresso _ 2/3 milk Americano Espresso diluted (after brewing) with an equal portion of hot water Latte Art Latte Rosetta Hot Chocolate Mexican Chocolate Canadian chocolate Caramel Chocolate TEA Bushells, Earl Grey, English Breakfast, Irish Breakfast, Vanilla, Arctic Fire. Herbal Teas: Red Zinger, Chamomile, Lemon, Peppermint Ceylon tea: a black tea from Sri Lanka Green tea yellow tea: from China White tea: from Japan Jasmine tea: from India Mint tea: from Morocco SOUP Tomato Dill Soup Creamy tomato soup with chunks of sweet tomato. Topped with sour cream. Chicken Tortilla Soup Steamy chicken broth loaded with smoked chicken, jack and cheddar cheeses, tortilla strips and scallions. Potato Cheese Soup Rich and creamy potato soup topped with jack and cheddar cheeses, bacon and scallions. Hot borchtch (à Ã¢â‚¬ËœÃƒ Ã‚ ¾Ãƒâ€˜Ã¢â€š ¬Ãƒâ€˜Ã¢â‚¬ °): Traditional Russians soups made with beetroot, beans, cabbage, carrots and beef with thick dark bread. Butternut Squash and Sage Soup Olive oil, onion, squashes, fresh sage, chicken broth , salt and freshly ground black pepper Shrimp and Basil Bisque Unsalted butter, onion , carrots , celery , bay leaf, long-grain rice, chopped tomatoes, basil leaves, heavy cream, salt and freshly ground black pepper White Bean and Rosemary Soup with Roasted Garlic Croutons Unsalted butter, olive oil, onion, carrots, celery, vegetable broth, fresh rosemary Creamy Potato Soup with Sour Cream, Bacon and Chives Bacon, onion, garlic, potatoes, chicken broth, salt and freshly ground black pepper , sour cream, Cheddar cheese ,chives Wintertime Tomato Soup with Grilled Cheese Croutons Olive oil, celery, carrot, tomatoes, crushed tomatoes, tomato paste, vegetable broth, bay leaf, cream salt and freshly ground black pepper Stracciatella (Italian Egg Drop Soup) Chicken broth, eggs, grated Parmesan cheese, plus more for garnish, semolina flour, spinach, parsley, nutmeg, salt and freshly ground black pepper Mushroom Solyanka: cabbage with vinegar, tomatoes, and cucumber pickles, with little brine, mushrooms, onions, lemon skin. SALAD House Salad Mixed field greens with hearts of palm, red cabbage carrots. Served with your choice of a Candle dressing. Classic Caesar Romaine lettuce with herbed croutons in a creamy caesar dressing and sprinkled with toasted dulse. Chicken Salad Mixed leaves, chicken pieces, cucumber, tomato, corn, boiled egg and dijon mustard dressing Soba Noodle Salad Soba Noodles, ginger grilled tofu, shiitake mushrooms, edamame, julienne carrots, radish and sesame seeds over mesclun with a creamy wasabi dressing. Roasted Pear Salad Arugula, roasted pears, shaved fennel, cashew-tofu cheese and toasted walnuts. Served with a cranberry vinaigrette dressing. Aztec Salad Bi-color quinoa, black beans, red onions jicama topped with spiced pumpkin seeds and barbequed grilled tempeh. served over mixed field greens with a toasted cumin vinaigrette. Buffalo Chicken Salad Fried chicken tossed with spicy Buffalo sauce and served over a bed of mixed greens with Bleu Cheese crumbles, mushrooms, tomatoes and eggs. Best with Bleu Cheese dressing. California Bleu Salad Fresh mixed greens topped with Bleu Cheese crumbles, spicy sugared walnuts and fresh strawberries. Served with Bleu Cheese toast. Best with Sweet Balsamic Vinaigrette dressing. Hawaiian Chicken Shrimp Salad A skewer of spicy grilled shrimp and tender diced chicken tossed in a sesame marinade. Served atop fresh mixed greens with tomatoes, sweet pineapple chunks, walnuts and toasted coconut. Best with Asian Sesame dressing. Monterey Chicken Salad Herb seasoned or Cajun-style chicken atop fresh mixed greens with bacon and egg, tomatoes, jack and cheddar cheeses. Best with Honey Mustard dressing. Spinach Goat Cheese Salad Leaf spinach, red onions, mushrooms, bacon and egg with goat cheese, topped with spicy sugared walnuts. Best with our Hot Bacon Vinaigrette. Asian Sesame Salad Diced fried chicken tossed in our sesame marinade over mixed greens, red onions, tomatoes and mandarin oranges. Topped with Asian noodles. Best with Asian Sesame dressing. Smoked Chicken Cobb Salad Smoked chicken atop mixed greens with tomatoes, black olives, red onions, jack and cheddar cheeses and crumbled bacon. Best with Ranch dressing. Provence Salad Chicken, ham, corn, peppers, cheese, cucumber, tomato, egg, mixed salad with a whole grain mustard and herbs de Provence dressing Nordic Salad Smoked salmon from Norway, egg, salad, sorrel, chives and raspberry vinegar Scallop Caviar Salad Fresh scallops, sevrugas caviar, endive, cider vinegar and saffron SMOOTHIES and HEALTH DRINKS Orange, Banana or Berry Smoothie Milkshakes Banana, Strawberry, Mango and Kiwi with pieces of white and dark chocolate on the top. Vitamin Power Strawberries, kiwifruit, yoghurt, soy milk, wheat germ and honey (high in vitamins) Pick Me Up Banana, pineapple juice, coconut milk, yoghurt, honey, wheat germ and ice (energy booster) San Pellegrino Still or sparkling water Freshly Squeezed Orange Apple or Cranberry juice Glass of Milk DESSERTS Carrot Cake Decadent Chocolate Cake Daily Cheese cake Sweet Potato Pie Seasonal Fruit Crumb Pie Chocolate Mousse Pie ( For the detailed price, we have to consolidate it during the first 6 months of detailed marketing study) 4.4.2. Services Our employees are well trained waiters and waitresses. They will always welcome customers with warm smile and serve you in a very polite manner. We also offer takeaway or phone order services for people in a hurry. We just want to provide as much convenience as possible to meet our customers needs. 4.4.3. Price According to our marketing research, the average cost for drinks is around 100RUB (3euros), desserts for 100RUB (3euros), a good meal costs about 400RUB (12euros) for one person, etc. As we are a cafà © with better products and services, we would price our products above average, say: CoffeeChocolate: 5-8 euros Drinks: 3-8 euros Tea: 5-10 euros Soup: 5-8 euros Salad: 5-10 euros Desserts: 3-8 euros 4.4.4. Place (distribution) We plan to find a place near the business area because our main target is business people who care about quality of the products and services. In our future planning, we would like to develop our cafà © business in Russia through franchising after we have established the model of our cafà © brand, of course, this idea should be based on the good operation result of our first cafà © shop. 4.4.5. Promotions As we are a totally new cafe shop in Moscow, it is very necessary to use effective ways to make us known to Moscow people. We plan to use the following methods to promote ourselves: Advertising Advertise our cafe shop on magazines such as business magazines, food magazines, etc. and newspapers Advertise our cafe through radio, so that Moscow people can get the information during breakfast time, driving a car, etc. We do not plan to do advertisement, for it is too expensive for us, however, radio ads is a comparatively cheaper way. Showing billboard-type ads in business areas Using transit ads on buses, subways and commuter trains Internet Marketing We decide to build up our own website in order to provide as much information as we can to attract more customers. Sales Promotion Establish customer management system. Offer a fidelity card for customers when reaches a certain amount of consumption. And each time they consume in our coffee shop, they earn points into his card. The earned points can be used as cash to pay for the products they buy in our cafe shop. Offer coupons occasionally Offer free goods according to different national holidays (eg. Valentines Day; Christmas, etc. 5. Action Plan Research has shown that: Relationship Marketing is the ongoing process of identifying and creating value with individual customers and then sharing the benefits from this over a lifetime association. It involves Understanding, focusing and management of ongoing collaboration Between suppliers and selected customers For mutual value creation and sharing Through interdependence and organizational alignment. (From Gordon, Relationship Marketing, pg9.) To implement our strategy with this approach we need to focus on customer benefits on a long time scale basis. The action plan has been established using this approach. What Objectives Benefit When Who/Lead Team organization Organize the whole team. What are the objectives, the milestones, people in chargeà ¢Ã¢â€š ¬Ã‚ ¦ Project Manager (PM) Align the project strategy with the business customer expectations Be align on a same set of objectives Going the same way. PM Project Launch Start the new project and let it know Project team/PM Describing the process and the people involved Be aware of the advantages each one has to forecast and organize in advance. Understand the constraints and possibilities offered by the process. By knowing who is doing what and for which purpose, people can improve the whole process Taking into account the customer survey Designing the offer, adapt the menu Adapt to the consumer requirements Designing the offer

Narrative- Water Slide Experience Essay example -- Personal Narrative

Narrative- Water Slide Experience I was so excited. I could hardly breathe through the hour drive it took to get there. I was squished between my two ten-year-old best friends in the back seat of a white Saturn, but I didn't care. I was practicing over and over in my head what I was going to say to all the smart-alecky adults who would tell me I was too young to ride the water slides. I was simply going to reply, "Actually I'm ten, going on eleven." On the right of me sat the girl I met in preschool, the swimmer who was named after a state like me: Tennessee. She was the observant artist. She sat there holding a deck of cards, trying to find all the queens. I could tell she was nervous. Her hands were sweating. The cards were damp and at one point they slipped from her fingers. She giggled unhappily. I looked down and realized mine were sweating too. On my left was the girl who spoke for the three of us. She was the big cheese. Anna was without a doubt, the most daring of the three of us. She was the one who started the famous food fight of '95 in the Travis cafeteria. She told the entire school that her sister ran away to join the circus in '96,and in '97 she broke a boy's arm, wrestling. It was obvious that she was going to ride the infamous "death slide." In fact as soon as we jumped out of the car she screamed, "I'm going to ride the biggest ride at Schlitterbahn, 'The Death Slide.'" I was still debating on whether or not to go on the newest and scariest ride of Schlitterbahn. Anna was humming "Jon Jacob," and acting like it was no big deal. Tennessee was practically shaking and saying, "Everything will be fine. I'll ride the kiddy slide." She was joking, but I knew that thought was probably going through her he... ...The lifeguard yelled, "Keep your hands and your feet together." I sat down on the edge at the very top of the slide, he gave me a hard, fast push and I was off. It was like sliding down a vertical stick. I had to squeeze my arms to my chest and keep my clenched feet together. I was screaming so hard, I had a sore throat the next day. But I wasn't screaming from pain or freight but excitement. When we got to the bottom Tennessee and I were laughing and throwing up our arms in victory. Anna wasn't too happy with us at first but she got over it, though she never did go down The Death Slide that day. I know it was just a ride in a park, but I always think about day when I'm feeling too scared to try something new. I remember what it felt like to fly down that big blue slide. I realize that I might be quiet, even invisible, but hidden inside me is a brave heart.

JetBlue and WestJet

How important is the reservation system at airlines such as West Jet and JetBlue. How does it impact operational activities and decision making? Over the past years, it seems customers have heavily relied on airline reservation systems to book their tickets, reserve seats, pay for the tickets, and check-in-online. This has been very convenient for customers to plan their trips. These systems have also allowed the airlines to manage their whole flight inventory. They have the all the information stored and recorded and maintained.It provides a platform for communication between airlines for their â€Å"code-sharing plans† this also allows agents or other ticketing office to see real time information such as booking or seat availability (Laudon & Laudon, 2013). Because all of the parties rely on heavily on these systems it is important for Airlines Company to have it. A perfect example of the chaos that is created when one company decides to switch to a newer version of this sys tem would be the case of WestJet.The impact of operational activities and decision making has greatly changed with the new system. The system has helped the airlines maintain accounts with other airlines, as well as help processes internal information between departments with more efficiency since everything is done online (Laudon & Laudon, 2013). Now that customers can plan, book, and pay online for their trips it as boosted customer satisfaction with faster service.This system has allowed airlines to make good strategic decisions on which routes to monopolize, and how to improve their services by accessing information about previous customers stored on the system. However, this system can affect customers’ decision while they are booking for example if the system is slow or not user friendly customers may be more likely to go to a different site to book their flights. Evaluate the risks of the projects to upgrade the reservation systems of WestJet and JetBlue and key risk f actors. There are always risks to any business when they are upgrading their systems.However, the biggest risk to a business is the down time that they will occur when transferring and receiving data from the old system to the new upgraded system, not to mention the time it will take to train the employees that will be overseeing the new system. In the situation with WestJet and JetBlue upgrading the reservations system had its own risks and it could only go two ways smooth with no inconvenience to the customer or horrible wrong and the customers are angry and your good name is now in trouble (Laudon & Laudon, 2013).Despite the extensive training that WestJet had before the upgrade, it did not prepare them enough for when they went live some of the problems they had were not on the practice test environment they trained with. No one can predict that the updates to the information system will could create a defect in the system. The time it took to transfer the information to the res ervation system could create a gap in the services to the customer. Having a major outage to their online services could cause major setbacks for the two companies that neither of them could afford.Classify and describe the problems each airline faced in implementing its new reservation system. What people, organization, and technology factors caused those problems? In the case of WestJet successfully planning the development would have saved them millions of dollars, and it would have saved them many of angry customers. WestJet biggest mistake was they did not have a plan for system failure as well as the extra help at the call centers until it was too late and the issue was already out of control.If WestJet would have planned for the time it would have took to transfer all their files to the new system, and lighted the passenger load they would bypassed all the problems they had during the transfer. JetBlue on the other hand did successfully plan the switch they decided to do the switch when the airlines were not as busy and they also decided to book fewer seats during the time of the switch (Laudon & Laudon, 2013). They also a built a backup system to prepare for the worst, and hiring temporary call center workers was a great idea this allowed them to make sure they were available for customers during the transition.However, there were a few glitches such as wait times for calls and the airport kiosks and ticket printers were not online right away they still managed to be well prepared for any of these problems. Describe the steps you would have taken to control the risk in these projects? The steps I would have taken to control the risks in this project would be similar to what JetBlue did. I would have planned for an outage in the system and tried to look at the situation from the customer’s point of view.The training that we have done to prepare us for this new system cannot prepare us for everything that can go wrong during the transition. I woul d have to look beyond what could happen and prepare for that. I would slowly move the company into the transition and prepare the customers for it as well. Maybe by letting the customers know up front that the company will be doing a transition on the reservations system will allow customers to be prepared in the case something happens while making their reservations.Offering some sort of discount will help the customers through the transition and help keep the customers loyal to our company. On the business side making sure that we have options if something goes wrong by having a backup system we can turn to if the new system goes down. Making sure we do not over book our flights during the first few days of the transition and making sure we are all prepared and ready for anything that can happen is the only way we could overcome the situation.

Domestic Trafficking

Chapter 8 discussed domestic drug trafficking organizations. It distinguished the traditional and nontraditional organized crimes. The problem of organized crime in the United States is nothing new. The drug trade has changed organized crime by creating new, violent, and more sophisticated criminal groups. Although these groups often clash, they mostly work together in order to generate a bigger profit. In this chapter, the booked examined some of the largest and most active organized crime groups in the domestic illicit drug trade. One gang discussed was the Mafia. The Mafia, known as, â€Å"La Cosa Nostra, which has been a source of controversy for years. Its roots are in Italy and Sicily during the mid- 1800s. The Mafia is common referred to as a domestic criminal organization, with two factions of traditional organized crime operated in the United States, American and Sicilian Mafia. Mafia families would meet to divide territory, choose rackets, approve new members, and arbitrate disputes between the families. During the late 196s and early 1970s, France became well known as a distribution point fir an estimated 80 percent of the world’s heroin. Marseilles became the center of heroin laboratories that processed raw opium brought in from Turkey. Heroin was then smuggles into the United Stated by French Corsicans as well as Sicilian Mafia members. France is no longer considered a major producer of heroin sold on the U. S. market Associations with known Mafia type is illegal, whether a crime is committed or not. Association also applies to the Camorra and other â€Å"Mafia-type† groups. Exile is the locations for convicted Mafiosi have been established I towns with populations of fewer than 10,000, and an unauthorized exit of the location shall result in imprisonment. Property and other assets are subject to confiscation. Telephone wiretaps are authorized on people suspected of belonging to â€Å"Mafia-type† organizations. The term omerta is defined in its most negative connotation as a â€Å"conduct of noncooperation with public safety fficials due to fear. There is much controversy on what it is that the Mafia actually does. They argue that the evidence to support the existence of such a group is weak and open to other interpretations and that empirical research has failed to confirm the existence of such a dominant, complex, hierarchically organized criminal group. The historical evidence is sometimes weal and contradictory and empirical research conducted on organized crim e fails to demonstrate the existence of the Mafias a single conspiracy. There is little doubt that some individuals in linked with the Italian dominated criminal organizations in both the United States and Sicily have been involved in Large-scale drug trafficking. Outlaw Motorcycle gangs have created a historic role in organized crime and in the drug trade. According to U. S. Treasury’s Bureau of Alcohol, Tobacco, Firearms, and Explosives, OMG have evolved into one of the most reprehensible types of criminal organizations, consisting of killers, psychotics, panderers, and social misfits. The Hells Angels, The Outlaws, The Pagans, The Bandidos are all notorious motorcycle gangs.

Generalist Practice in Social Work Essay

As generalist, social workers operate from a base of diverse skills which enable them to help individuals with personal problems, while simultaneously confronting the larger issues which are problematic for communities or organizations. Based upon the Generalist Intervention Model, today’s social worker must be equipped with a skill set that is able to address micro, mezzo and macro systems in order to effect change and address issues at each of these levels. Micro systems are defined as individuals, mezzo systems represent small groups and macro systems are large organizations and communities. This book outlines the bases of these three areas of practice in the form of a guide. We are shown the commonalities between the three systems. More importantly a practical model for initiating macro change in organizations and communities is provided in detail; along with analysis of the specific skill set required to enact these changes thru the macro intervention process. This book i s essential for helping the social worker to understand how to effectively advocate for client resources and services, by using agency skills within a community context. The ability to navigate from community to agency, in providing client services is the bases of achievement within the social worker profession. Knowledge of the macro system as it pertains to the role of the agency is germaine to establishing what a social worker can and cannot accomplish for their client. Similarly community issues must be understood for the impact that they present on the social workers ability to perform. The core of the book’s ideology on generalist practitioners is that they possess a wide diverse skill set along with comprehensive understanding of organizational functioning, to perform as a liaison helping their clients (micro system) to benefit from the macro system. Specifically, the book delineates the need for social workers to be thoroughly aware of how organizations function within the community and within towns, counties, states, the national and on the international level, to have a working framework that will enable them to help individual clien ts, groups, families and communities. This book seeks to address the means of accessing resources and contributing to effecting change within the organization to this end. In exploring the macro systems, diverse methods of intervention are presented, from the perspective of how they affect the social worker’s ability to provide services at the community and  organizational levels. The strategies offered in the exploration of the generalist intervention model have proven effective when utilized to present ideas involving changes at the macro level, which are based upon experiences encountered in providing micro services. This is an essential part of the social worker’s role, helping the agency to improve service to clients, from input gained from the social worker in actual practice. Generalist practice is an outgrowth from historical social worker practice, in its expansive approach which incorporates a wide knowledge of skills and professional values enabling the social worker to work across the board, i n providing specific client services. This model represents a change in the historical practice of having practicitioners specialize in one area of practice, such as with individuals or administration. In employing the generalist approach the overriding benefit is that problems are now dealt with from numerous perspectives that may involve all three systems. Presenting the foundation for generalist practice the authors define knowledge, skills and values as the basic three areas needed to be assessed when evaluating any problem. This paradigm is further broken down into the steps to be undertaken to put the model into usage. These fundamental critical thinking skills include engagement, assessment, planning, implementation, evaluation, termination and follow up, with room for reassessment or discontinuation of contact as the basis of the the generalist intervention model. Specific case histories are given as examples of how these steps can be effectively enacted to address the wide range of problems that social workers confront. To this end, the authors target the basic requirements for social workers necessary to enacting the generalist practice as: extreme flexibility, wide base of knowledge about many aspects of life and the mastery of a range of problem solving skills that may be utilized at the micro, mezzo and macro levels. Therefore the ability to apply this knowledge, combined with professional values thru the use of recognized skills and practices, forms the basis of generalist practice. In possessing these skills, the social worker is able to work within any size system in a wide range of professional capacities. Some of these may include mediator, education, initiator, negotiator, advocate, and general manager, as examples. Presenting the varied roles, necessary for the social worker to perform, the author’s elucidate upon a variety of topics related to professional ethics, exploring the values and  mindset that the social worker needs to adapt to their professional role effectively. Special attention is given to the aspects of diversity, and how this relates particularly to populations who are at risk, where special attention needs to be given to insure that social justice is being enacted in the care for oppressed people who may have been marginalized. How these values are encoded in the NASW’s code of ethics is also touched upon. In addition to discussing the importance of utilizing critical thinking skills in social work, practitioners are prese nted with the hierarchy of steps necessary for effecting planned change at the micro level. From the micro level, a similar protocol is furnished for planned change at the macro level, which encompasses many of the same steps but utilized in an expanded version of the first model. This problem solving model is based upon The Prepare Process, which is given an in-depth treatment demonstrating how the practitioner may put this model into actual effect. Basically, the authors treat the three practices using the same fundamental process, as it is stressed that the skills acquired to work with each group, simply are expanded to incorporate the needs of the preceding groups. To this end, the book delves into the specific use of micro skills for addressing planned change at the macro level. Social worker practitioners are shown how to utilize professional communication skills such as an examination of nonverbal and verbal communication patterns, in an effort to show how to initiate and deal in relationships with professional colleagues, community members, political contacts and th ose in administrative positions. Practical subjects such as conflict resolution and effective supervisory skills are explored in depth. In offering an overview of basic communication skills needed to interact effectively at the micro level, the discussion addresses eye contact, listening attentively, nonverbal cues from facial expressions, body language and the conveyance of warmth and empathetic responses to convey feelings of genuine concern for the clients. The impact of these nonverbal signals is explored from the context that this type of communication may have in varying multicultural applications. Many practical examples are presented enabling the social worker to learn the appropriate verbal expressions to convey the desired sentiments. These are offered to the practitioner thru a series of vignettes, illustrating the key points discussed. Branching out into a discussion of communication as it relates  to the macro level, the authors present additional specific tools and techniques for enhancing the commun ication process such as clarification, encouragement, sensitivity to cultural norms, paraphrasing and reflective responding. Specific treatment of the topic of assertiveness, which encompasses aggressive communication as it is applicable to the macro context, is explored in depth. A good deal of detailed strategy and discussion of aspects of the role of and the resolving of conflicts are handled adroitly. Case studies are provided to help assimilate the factual information as it is most often to be encountered in the field. The complex role of the supervisor is addressed, from the perspective of the most efficient means of communicating as a worker being supervised or as the one administering the supervision. A detailed analysis of the way that workers evaluate supervisors, according to their level of expectation is presented as a highlight. This important basic information on the dynamics of the supervisory role is then broken down and addresses the entire gamut of factors that those in a supervisory position need to be cognizant of, to do their job effectively. This encompasses the educational and administrative functions that accompany the supervisor’s role, which include record keeping, agenda planning, and commitment to improvement of communication skills, showing enthusiasm for work activities, and engaging other employees by using a spirit of cooperation. Problems that confront those functioning in a supervisory capacity are explored in detail. An exploration of the challenges that the social worker practitioner may encounter from the supervisor, as the supervised is presented with an eye toward thwarting some of the routine occurrences that staff confront in the dispensing of their duties. Some of these areas discussed in this book include misunderstood communication, addressing the supervisor who assumes credit for the work that others have produced, incompetence on the part of the supervisor and the aspect of the lazy supervisor. A series of potential scenarios illustrating the above aspects of supervisor to supervised conflicts requiring use of the techniques previously described under this heading, provide actual applications for the models suggested. Networking and the importance of utilizing this tool in the mezzo and macro practice areas, is explored in-depth. This is elaborated upon to include concepts in teamwork including effective functioning as the team leader or team member. As these  applications are most o ften used in the larger macro and mezzo contexts, detailed discussion on parliamentary procedure, along with other strategies for meeting planning and implementation are provided. Regarding networking as it relates to being an important tool for social workers, the authors goes into detail as to how clients can gain benefits being engaged in informal networks designed to help with their needs. These frequently include the church, gangs, and groups based upon friendship. Additionally, this concept has strong implications within the cultural context, as these forms of networking for support may be strongly developed within some of the core groups that the social worker provides assistance to. The authors then move into a synopsis of the macro system as it relates to working in organizations, explaining in depth the nature of organization as they function. Even for the beginning practitioner of social work, it is important to understand how social services and social agencies are formulated and work. In this regard, a lengthy discussion of the major organizational theories are addressed, which include a look at classic science based theories of management, theori es of human relations, theories x,y and z, and the dynamics accounting for cultural perspectives, economic perspectives and contingency plans. A lengthy description of the PREPARE and IMAGINE models for the assessment of organization or community change is presented detailing the steps necessary to enact this model at all levels. A continuation of an examination of the IMAGINE model assesses how the implementation of projects and the development of programs at the macro level may best be achieved. The model stresses the importance of adopting a positive mental framework when seeking to undertake change in the macro system; avoiding feelings of hopelessness that may be associated with the perceived largeness of the task, due to the size of the infrastructure. Specific steps are outlined so that the social worker may strategize a plan to implement a project for planned change, and examples of macro projects are provided. Related to this is The a discussion of the use of PERT charts to strategically implement planning using 5 key elements is discussed in detail, illustrating examples of this model and the action steps required to put it into usage. Examples of these models as they are applied to current systems for change abound, with specific cases centering on sexual harassment issues, under the SHAPE model, which is presented as a program  designed to tackle sexual harassment in large organizations. Additional examples of steps necessary to enact such a program for change at the macro level, is delineated providing the example for the introduction of similar programs addressing other areas of planned change. In looking at organizational operations the authors discuss the subject from the perspective of systems. In this regard, they relate the basic nature of organizations which encompasses the agency setting, the organization’s goals, and culture and structure of the organization. Further elaboration on organizations includes a look at the larger picture or macro contact effecting the organization. The changing macro environment, effected by diminishing resources, legitimating, client sources and the need for resources and relationships with other organizations are all covered in detail. The idea of working for a bureaucracy, from the perspective of what the atmosphere is actually like, along with tips for surviving within this environment are delved into in detail. Varyi ng approaches to management style within a bureaucracy are contrasted and compared; and, problems frequently encountered by workers within the bureaucracy are explored. The role of social workers as it relates to communities and neighborhoods is presented in great depth by the authors. It is important for the social worker to comprehend the needs of their clients, within the specific context of the neighborhood in which they live. Paramount is the explanation of the various types of communities and neighborhoods and how they function from the ecological point of view and as that of a social system. To this end, social stratification and the actual economic and political systems that define the community are explored as essential points of evaluation when working as a generalist seeking to institute systemic change or to provide micro services. Elaborating, the authors maintain that it is necessary for the social worker to comprehend the dynamics and movers and shakers of a given community, understanding power as it relates to the context of community. The relationships of the community members as this translates into their role as helping networks i s examined; and, methods of working within these established groups are explored. Discussions defining the various types of communities, with elaboration on their function follows. Presenting the social systems model in enacting systems theory is explained, along with defining the client system, action system and target system  theories for addressing change at the macro level. This is followed with an elaboration on the community roles in functioning as both ecological and social systems. Various theories utilized in the generalist practice to access and make changes in the macro system are defined including the ecological theory, human behavior theory, and rational theories are explored from the perspective of their impact upon the community. This is in addition to a breakdown of the major concepts that the social worker needs for greater understanding of community dynamics including competition, centralization, concentration, gentrification, invasion and succession. Finally a summary of the models needed to provide community assessment, in order to expand soc ial services or improve the functioning of the community in the provision of resources is elaborated upon. Emphasis goes back to the generalist’s required skill set and tools needed to effect change at the macro level. This is handled in great detail utilizing the models previously presented in the PREPARE AND IMAGINE models, as they apply to macro practice for communities. Central to implementing these models is a grasp of the pragmatic steps that the social worker must be prepared to take in following the PREPARE model to approach change at the community level. In summary, these critical steps include identification of the problem; personal assessment of the worker’s macro reality; establishment of major goals; identification of influential community people; and performance an assessment of the financial costs. They add that a review of both the personal and professional risk; along with an evaluation of the potential for successful change within the macrocosm, is also essential. The elucidation of the implementation of macro system change by using the IMAGINE modelâ€℠¢s seven steps is broken down in detail. Illustrated with a case scenario, the authors shows how the various components of the model are effectively utilized in other contexts, with many highlighted examples illustrating how the model may best be put to work. When exploring the process of evaluation as it pertains to the macro practice, the authors demonstrate the necessity of evaluating with an eye toward demonstrating success, as this is instrumental to receiving continued resources. As such, the social worker learns how to develop the correct contextual overview and provide actual definitions needed for proper evaluation. This is combined with descriptions of the purpose for the evaluation, and singling out  problems that presented during the course of evaluation representing a barrier to the achievement of the desired results. Summarizing the dynamics of the evaluation process, the discussion includes an overview of monitoring, summative, and efficiency evaluation techniques. Methods for implementing successful evaluations include discussion of both quantitative and qualitative analysis, with a specific look at examples that include client satisfaction surveys, goal attainment setting and target problem scaling. Providing an expande d summary of the various evaluation designs to be utilized for macro intervention, the authors present a detailed look at sampling and measuring program effectiveness. Various forms of random sampling techniques and methods of data gathering are presented with focus on using six established evaluation designs focusing on various stages in experimental designs. Specifically, the authors go into great detail on sources for measurement instruments and tests, concluding with details of utilizing data analysis and the presentation of the acquired data. A targeted look at the generalist’s role in providing advocacy with an eye toward effecting change within the macro is analyzed from the perspective of how this can be best accomplished when dealing with populations-at-risk. Essentially, the concepts for social action, empowerment as it applies to Hispanic Americans, native Americans and Alaskan natives, women, Asian Americans, women, lesbian and gay persons and clients receiving public assistance are explained, as these groups define the at-risk population. The social worker’s role in working with these specific populations and the opportunity to provide advocacy to these groups within the macro level are explored from the perspective of a series of specific guidelines designed to help in the attainment of these goals. Of importance to the attainment of the above, is a look at the steps required to enact macro change through utilizing the legislative process, which is explored in great detail starting with the drafting of a bill as the initial step in legislative advocacy. This is form of macro intervention at the upper echelons of society and is offered as a blueprint over viewing how the process may be effectively by the generalist social worker. Other forms of political advocacy and social action are presented as alternative means of goal attainment that are more complicated than convention methods. The specific dynamics of Sal Slinky in his Social Action Approach are defined, with a  case history demonstrating the model in action as it relates to the homeless as an example. In presenting a discussion on the role of ethics and concepts of ethical dilemmas within the macro context, the authors present a look at the NASW Code of Ethics which elucidates six of the core values for professional social workers. At the top is service to clients, followed by social justice and individual dignity, human relationships, competence and integrity are also reviewed in detail as to how these concepts effect ethics within macro practice. They describe how working within the macro environment may expose the social worker to uncover laws and policies that may pose a conflict of interest to the ethics platform that has been enacted as a model for providing care, as professional values are part of the basic foundation. A detailed analysis of the application of the code of ethics within actual practice, is provided, and covers areas that include self determination, informed consent, competence, social diversity and cultural competence, conflict of interest and confidentiality and the issue of privacy. Additionally, other pragmatic issues under this heading discussed include access to records, sexual relationships, physical contact, sexual harassment, derogatory language, and payment for services. All of these categories have great impact upon the functioning of the social worker and their ability to interact effectively with clientele. Similarly, the ethical responsibilities governing social workers interaction with colleagues involves many of the same components and includes a review of sexual relationships and harassment, referral for client services, consultations, colleague disputes, respect, interdisciplinary collaborations and confidentiality issues such as impairment or colleague incompetence and reporting unethical behavior. The application of the tenets of the code as it relates to the social worker in practice is explained, from the perspectives of billing, client transfer and records, administration, evaluating performance, continuing education and development of staff, employee commitment and disputes between labor and management. Ethical considerations that the social worker must maintain, when considering their role as a professional are defined and include comp etence, discrimination, private conduct, deception, dishonesty and fraud, impairment, solicitations, misrepresentation and the acknowledgement of credit for work done. The discussion on ethic concludes with a look at the aspect of ethical conduct  affecting the social workers reponsibitly to the social work profession as well as to society at large. This subject is treated from the context of personal values, and we are given a look at the types of ethical issue that the social worker is likely to confront. This is presented along with a synthesis of the ethical absolutism approach comparing it to ethical relativism as a model. Specific examples on handling ethical dilemmas are provided as the principles involved in ranking ethical perspectives are reviewed, which includes a study of the specifics as it presented in Liebenberg and Logoff’s Ethical Principles Screen outlining the hierarch of ethical rights. As there are bound to be stumbling blocks involved with the application of ethics within the macro context, the dilemmas that the social worker may confront me this regard are handled in depth. The challenges for the social worker, engag ed in working with the courts, are detailed with special emphasis on the key terms used to explain courtroom processes. Differences in the application of social work and courtroom protocol are defined, in addition to presenting a plan outlining how the social worker can best prepare to testify in the courtroom. A basic explanation of the adjudication process is consolidated, but specific address to the various cross-examination strategies utilizing is presented in welfare protective services cases. The role of the social worker in court is explained and highlights include an actual court petition for removal of a child from the mother’s residence is the case example presented, in order to see how these concepts would apply to events likely to be encountered at some point in the professional social worker’s career. Special attention is given to juvenile court process as this is a specific area in which the social worker will ultimately gain much familiarity. The management of agency resources is explored from several different perspectives including working with the media and building eff ective media relations. General guidelines for achieving harmonious and beneficial relations with the media are presented in a 10 point program detailing the basics of effective media communications. Pragmatic applications of technology, asset relates to computer programs and software are explored, offering new concepts in the management of information systems and how these effect the services offered in generalist practice. Fund raising principles and the various applications of techniques designed to solicit resources are offered from the many  different perspectives that these tools may be employed to raise resources. Specific examples of fund raising that may be effectively enacted include direct solicitation, benefits and variations, individual donors, creating an organization with this purpose and seeking out group giving. The procurement of grants and contracts are treated separately as this source of funding for social work programs is a favored means of adding resources necessary to enact macro c hange. Business grants, foundation grants and government grants are defined as separate entities, and the basic principles needed to navigate through these areas are provided. The how top’s of grant application are succinctly covered, allowing the social worker to grasp the actual steps necessary to enact this form of funding thru traditional grant proposal writing. Several in-depth examples illustrating various components of the grant proposal process are offered, with specific case histories utilized to illustrate how these techniques have been successfully applied in the past. Addressing personal issues that the social worker needs to address in order to function effectively in their capacity, include a discussion of stress management from the perspective of the General Adaptation Syndrome. Looking at the inception of stressors within the agency context, the authors discuss the psychological, physiological and behavioral problems resulting from stress, with a look at numerous techniques that may be employed for effective stress management. Exploring variations in personal style that are utilized to combat stress, along with an analysis of the effects of time management as they play into the paradigm are offered. Practical suggestions for setting priority and realistic goals focusing on time management are offered along with specific techniques to be used in the management of time. Finally, the authors present concise information for the social worker as it pertains to the attainment of personal professional goals, focusing on the resume, interviewing skills and getting a job. The practical information is geared toward helping the social worker assess their capabilities and areas of interests, as it relates to the type of employment being sought. Presentation of the abilities, in the format of the resume are offered in detail with comprehensive tools and techniques for making a positive presentation being explored in detail. Resources for locating jobs that match the defined objectives and preferences for a career are offered and include a look at newspapers, NASW publications, networking  and state merit system lists.