Newtonian Absolute Space Essays (1673 words) - Classical Mechanics

Newtonian Absolute Space When Newton proposed his axioms describing fundamental laws of physics, he insisted on the necessity of absolute space to a completed theory of mechanics. Absolute space can be best described as not-relationally-dependent space. Newton purports that there is something more to space than just being a vessel to conceptualize positional differences between specific bodies; he claims that there is some objective truth to space -- that spatial differences are not dependent upon the matter contained within space. In his Principia, he states that the difference of relational and absolute space becomes manifest in the consideration of place, velocity, and acceleration. These considerations serve to metaphysically establish absolute space in themselves. However, Newton attempts to support the existence experimentally in his famous 'bucket experiment'. Through an explication of his reasoning and an analysis of his motivation, I intend to show that Newton's notion of space is, at best, incomple te. Newton describes the difference between absolute and relative space in the scholium to definition eight in the Principia: "Absolute space...without relation to anything external, remains similar and immovable. Relative space is some movable dimension or measure of the absolute spaces" (152). His first relevant explication in the scholium is of place. Place is that which a body occupies in space. Absolute place differs from relative place in that it requires no relationship to any other body to be determined; it is determined by the construct of absolute space itself. Absolute motion, then, is the translation of a body from one absolute position to another. In the same trend, absolute velocity is constant absolute motion in time, and absolute acceleration is a change in absolute velocity in time. With that clearly laid out, Newton has explicitly shown how absolute space is conceptually applied to mechanics. The validity of absolute space in itself still remains in question. These definitions of absolute mechanics are, in fact, used retroactively to validate the existence of absolute space. In using discussions of absolute place, velocity, and acceleration, Newton's proponents hope to show that there is a difference between these and their relational counterparts. There is an inherent flaw, though, in arguing for an independent, self-evident difference between absolute and relational in considering place or velocity. However, acceleration, as considered in the bucket experiment, shows promise. The difference in absolute versus relational place is mere semantics; instead of being defined by making reference to another body, absolute place is determined by making reference to the unsubstantiated concept of absolute space. The question can be asked: What if the universe were to be moved four inches that way? Such a shift would be entirely undetectable, because there would be no shift from any point of reference, save a place in a presupposed absolute space. Only after accepting absolute space does absolute position make sense. Claiming theoretical superiority would be entirely based upon preconceived bias. Absolute velocity is equally indiscernible from relational velocity. Velocity of a body can only be determined in reference to something. In common perception, I determine the velocity of a body by reference to another. In absolute space though, that velocity, considered in the absolute sense, might have a different magnitude. Newton's example of a passenger on a ship roughly runs: A man standing still on a ship moving at a constant velocity can be said to be in absolute motion, though he is in relative rest to the ship. An observer not on the ship is able to see that the man is in motion. Theoretically, it would be an observer, aware of absolute space in itself, that would be able to determine the man's true motion (as it is known by Newton). However, there is no such observer, save maybe God, with such an awareness, and thus absolute velocity is indiscernible. It requires a pre-established absolute point of reference to be determined. True motion is a technical term that Newton employs. The existence of true motion, he thinks, directly lends to the existence of absolute space. Newton distinguishes absolute and relative motions by "the forces impressed upon bodies to generate motion" (156). True motion of a body is motion that occurs as a result of a force imparted directly on that body; relative motion can occur as a

Cultural Mapping Through Museums essays

Cultural Mapping Through Museums essays Art cannot be confined to a Museums. It has many levels of depth pertaining to it. The message it is expressing to all is not always recognized, but is always received. This is what I am learning. Before this class, I thought that I did not know anything about Art, that Art was like every other subject that I have taken, where there is no room for your opinion. That it is either black or white, right or wrong, but this is not true. By questioning, you begin to understand what the artist is expressing. This is exactly what the title of our book, Believing is Seeing, has been trying to express. You reflect your beliefs into the Art. It is not the other way around, seeing is believing, because you already have opinions. If you were a blank chock board then it would be seeing is believing, but you are not like this, you already have opinions about everything. You have to unlearn everything you know in order to understand Art. You learn that even if you do not think you have a n opinion about something, that actually you do, but you just do not know it. This semester we have been to the following museums in the following order: Long Beach Museum of Art (LBMA), Museum of Latin American Art (MoLAA), Watt's Towers, Los Angeles County Museum of Art (LACMA), and The Getty Museum. Each Museum needed less validation as an institution compared to the previous one. Based on this, you cannot assume that the statements made by the Getty and LACMA are all positive statements. The higher one goes through a hierarchy the more one needs to question the foundation of the statement. The only thing that occurs towards the top of a hierarchy is more means to support their statement. Something which each museum has shown us is cultural mapping, and through the mapping dominant vs. marginal culture. Every day I am finding out that I am more and more against the dominant culture and I am understanding the reason why. I grew up in San Marino,...

Human Resource Management Essay Example | Topics and Well Written Essays - 500 words - 7

Human Resource Management - Essay Example Organisational culture can affect the organisation either in a negative or a positive way depending on what kind of culture it develops. Positive culture not only saves the organisation from too many issues such as legal suits, it also helps in developing the organisational talent. In an organisation where there is positive organizational culture, there are efficiencies and effectiveness which are achieved by the organization in terms of the way it manages its talent. Organisations with a positive culture are also likely to be able to serve its customers in a better way and this will help the organization to be more successful. To sum it all, the reason why organisation culture affects the organisation so much is because it affects the most useful asset of an organisation, that is, the human resource. The strategic management process is a process which is geared towards giving the organisation a strategic edge against its competitors (Grà ¼nig & Kà ¼hn, 2010). This process starts by identifying the strategic goals which the organization intends to achieve. Once the organisation identifies the strategies it wants to achieve, it then narrows this down to the individual objectives (goals). These individual goals however require some resources in order to be achieved and in this case the organization must take a audit of its resource capabilities to determine which resources it has and which it lacks. At this point, the organisation refines is objectives to cater for any resource gap which may appear. After that, the plan is executed and the final results are seen. The final results are analyzed to see if that helped the organisation and the process is then repeated over and over. This helps the organization to continually become better and to gain strategic edge in the end. Both i nternal and external factors affect the process since they affect the environment and the resources available for the process. Sexual harassment issues are

The Professional Studies 2 Task Research excercise Essay

The Professional Studies 2 Task Research excercise - Essay Example Michael Gurian, author of The Minds of Boys. Saving Our Sons from Falling Behind in School and Life, and founder of the Gurian Institute has concluded, after 20 years of research (Gurian 2005, p. 9), that there is a "crisis that many boys experience in our educational culture today" (Gurian 2005, p..9). Gurian's scientific research shows that boys learn differently than girls in five significant ways. They learn through sensory-tactile experiences, by attaching learning to physical movement, by chunking or attacking one task at a time, by organizing information into groups, lists or sub-groups, and by exercising their need to physically move between tasks (Gurian 2005, p. 48). I intend to address one of the gender-based differences through an action research proposal which asks the question: Can Art be effectively incorporated into cross-curricular foundation subjects as outlined by the National Strategy, to increase oral communication and literacy skills in boys. Gurian's research indicates that "girls have, in general, stronger neural connectors in their temporal lobes than boys do; these stronger connectors appear to facilitate more sensorially detailed memory storage and better listening, especially for tones of voice. Boys in general pick up less of what is aurally going on around them, especially when it is said in words, and need more sensory-tactile experience than girls in order for their brains to light up with learning." (Gurian 2005, p.48). Boys should be offered the option of communicating through art and oral communication first. Once they have formulated their thoughts, through art and talk, they can commit their well-formulated ideas to paper. "For boys, the arts provide a vehicle for making meaning visible, allowing them to "see" the story as it unfolds. Through the arts, boys can express and explore emotion in a safe context. Both of these factors have been found to increase boys' understanding and enjoyment of the texts the y read." (Ontario Education 2004, p.22). We aren't asking boys to replace writing skills with oral and visual communication. We see them struggle with formulating abstract thought. Because all thinking moves from concrete to the abstract, from the visible to the invisible, we're allowing our boys a more boy-friendly way of putting things down on paper. I choose action research as the preferred method for attaining information because its methods are ideally suited to classroom investigation and it allows for continued Action Research 3 professional development, not only throughout the research period, but also in a continuous manner thereafter. Cohen and Manion describe it as "an on-the-spot procedure designed to deal with a concrete problem located in an immediate situation. This means that ideally, the step-by-step process is constantly monitored over varying periods of time and by a variety of mechanisms (questionnaires, diaries, interviews and case studies, for example) so that the ensuing feedback may be translated into modifications, adjustments, directional changes, redefinitions, as necessary, so as to bring about lasting benefit to the ongoing process itself rather than to some future occasion" (Cohen and Manion 1994, p.

Unity and diversity in Contemporary America.(The Module) Essay

Unity and diversity in Contemporary America.(The Module) - Essay Example In this piece of writing, we are going to discuss and justify in depth the pragmatic Obama. President Obama’s foreign policies and decision making undergoes intensive planning and careful evaluation, only two years in his presidency Obama achieved success in four out of five countries he had earlier on engaged in national security issues. In events that seem out of control and beyond his capacity president Obama does not make snarl decisions based on certain ideologies but he resorts to analyzing how the events stretch out.. Not more than two years of his presidency, Obama has faced many foreign policy situations than any of his precursors. His leadership has been put to test in all perspectives availing a ground upon which criticism from his opponents and evaluation from his supporters use to rate him in matters to do with foreign policy (Obiwuru et al. 2011). Way back during his presidential campaigns, Obama set forth several strategies and principles that would be the path to his foreign policies. This includes the five denotative national security policy issues that he made the priority; to put an end to war in Iraq, to reduce nuclear weapons in the world, fight the terrorist groups that are Al Qaeda and Taliban, energy safety and reconstructing the confederations and working other countries in tackling today’s challenges. War in Iraq had been an issue that affected the overall world peace, this being one of the priorities president Obama managed to decimate this war with little criticism and minimal international concern (Lowenthal 2010). President Obama began by withdrawing 10000 soldiers from Iraq and launching operation new dawn that replaced the operation Iraqi freedom in 2010. The American soldiers were given new missions of advising, training, and helping the Iraqi security forces in bringing order and peace. Even thoug h plan to withdraw the US soldiers was prior to president Obama’s election he

Customer Relationship Management Plan for Hotel

Customer Relationship Management Plan for Hotel The Sao Paulo Case ABSTRACT The paper sets out to produce an outline customer relationship plan for a Brazilian hotel which has recently been taken over by a globally branded hotel chain. It begins with a review of selected literature which contains knowledge, techniques and ideas relevant to a customer relationship plan. Terms are defined within this section. The final section contains the action plan, which derives from ideas in the literature review section. 1. Introduction This report will consist of a concise, integrated customer relationship plan for Sao Paulo senior management with the specific aims of: reducing customer switching maintaining stakeholder relations in the service quality value chain Within this plan there will be: an identification of the gaps in Sao Paulo’s current approach to relationship marketing planning a description of internal and external relationships which impact the hotel proposed marketing objectives to help relaunch and reposition the hotel brand suggested developments of the brand an outline service quality management programme an outline CRM system an outline integrated marketing communications programme an outline internal marketing communications programme Input for the plan will be taken from the case material and the literature review which follows in section 2. 2. Literature Review This section will review the literature in a structured way. The first part will draw on lecture notes, text books and journal articles to clarify and explain aspects of: strategic marketing and branding relationship marketing and customer relationship management service quality management The second part will draw on three cases: The Ritz Carlton case Bergstrom Hotels Sao Paulo Hotel 2.1 Strategic Marketing and Branding Piercy defines strategy as simply being about: Being best at doing those things which matter most to customers Building shareholder value by achieving superior customer value Finding new and better ways of doing things to achieve the first two[1] If one accepts this no-nonsense definition it underscores the need for all companies to: Understand who your customers are and what matters to them Know how they perceive your service levels and what you must do to improve your performance Design and implement communication and management processes which make your strategy work In other words you need a plan. The planning process is described in the lecture notes as beginning with a Mission Statement and ending with implementation and measurement control. Before customer relationship objectives (the focus of the action plan below) can be identified and agreed the mission statement needs to be clearly understood as do the dynamics of the current market place. A SWOT analysis and Marketing Audit are effective tools for clarifying the company’s current position in the market, its performance so far and for suggesting possible changes in strategic and tactical moves. In a services business this will lead to the development of a customer relationship plan, which will be underpinned by a detailed understanding of the various internal and external stakeholders with whom one needs to develop and build relationships.[2] 2.2 Relationship Marketing and Customer Relationship Management â€Å"Relationship marketing concerns the shifting from activities of attracting customers to activities concerned with current customers and how to retain them. †¦At its core is the maintenance of relations between a company and its suppliers, channel intermediaries, public and customers.†[3] Focusing on retention is considered to be significantly more profitable than conversion of non-customers. CRM is a system to make relationship marketing work. The US writer, George Day sees CRM as a customer-responsive strategy, which seeks to give companies competitive advantage by: Delivering superior customer value by personalising the interaction between company and customer, Demonstrating trustworthiness Tightening connections with customers Achieving co-ordination of complex capabilities (functions, resources) within the company[4] Park Plaza International uses its new CRM system and global database to: â€Å"promote the hotels as a group, rather than an individually networked system, with targeted promotions and one-to-one marketing†¦.Through company profiling we will be able to identify who the biggest backers of the group are and who should be given special treatment, so that we can target our promotions accordingly†[5] Hwang and Chi[6] ,in their recent empirical study, highlight the fact that service personnel are the most important resource in the service sector and also the primary marketers. By helping to achieve customer satisfaction service personnel upgrade the entire performance of the organisation. The message to management is that they should engage in aggressive internal marketing to achieve and maintain a synergy of staff satisfaction and improved organisational performance. 2.3 Service Quality Management Customers will be loyal to a hotel, or a branded hotel chain, if they are satisfied with the quality and value offered. It is therefore important for service providers to know what influences these customer perceptions. Johnston suggests two approaches to understanding customers’ perceptions and judgements of service quality: The rational approach The incident-based approach[7] The rational approach suggests that customers consciously or unconsciously use a weighted average, so that a high score on one attribute or factor may offset a low score on another, to arrive at an overall evaluation of personal satisfaction. The SERVQUAL approach is based on the work of Parasuraman, Zeithamel and Berry[8] and sets out to measure customers’ perceptions of quality across 5 dimensions: Tangibles: physical facilities, equipment, appearance of personnel Reliability: abilities to perform the promised service dependably and accurately Responsiveness: willingness to help customers and provide prompt service Assurance: knowledge and courtesy of employees and ability to inspire trust and confidence Empathy: caring, individualistic attention provided by firm to customers A third approach suggests that any single incident, delighting or satisfying, could, whatever the weightings given to the other transactions, result in an overall feeling of dissatisfaction or delight. Another writer argues that â€Å"investment of time and money in quality improvement should concentrate on those areas of your business where the effort will have the greatest benefit†[9] Effort should not necessarily be directed to areas where you are worse than the competition if those factors are not so important to customers. 2.4 The Ritz-Carlton Case R-C has a total quality approach to the business. They fix causes not problems, i.e. they think about processes and systems to prevent problems and to ensure continuous quality. They set up a system to understand the real needs of their customers, to ensure delivery of these needs, to make it work continuously and to communicate all this to the market – not just an image-driven approach, but one which was conscious of the â€Å"experience† which customers were seeking. 2.4 Bergstrom Hotels[10] Bergstrom set up a total quality approach and system which was driven by senior management but acted on and supported by teams across the organisation. Vital components of the system are: training of all staff in internal customer relations, culture, process improvement and problem-solving, setting up and development of a data-base based on customer and employee surveys to drive improvement, open lines of communication and regular performance evaluation. Recognising staff contributions to quality of service was a key final element. The case demonstrates that significant quality improvements can be achieved without significant investment and ongoing cost. 2.5 Sao Paulo Case Sao Paulo is a recently refurbished hotel which is operating in a highly competitive market (with much price cutting) and unstable economy. It has recently been taken over by a hotel chain with a global brand name and a reputation for high service quality and the ability to build long-term relationships with stakeholders. It needs now to reposition itself in the Brazilian market such that it is clearly differentiated in stakeholders minds from the competition. Service must be the main differentiator, so an integrated customer relationship plan needs to be developed. 3. Action Plan for Improving Customer Relationships 3.1 Gaps in current approach Sao Paulo needs both to retain the loyalty of its current customer base and to grow via new customer and intermediary relationships. Growth will probably come via extended use of new services (e.g. restaurants and bars) by current customers and attracting new, more focused customer segments. This needs to be spelt out in its overall mission and made explicit with regard to individual stakeholders. 3.2 External and Internal Stakeholders Apart from the different customer segments important external stakeholders are: tour operators, airlines, travel agents and the many web-based hotel discounters. Local SP-based organisations such as the city hall and tourist office may also be influential in the communication of the hotel brand to intermediaries and potential customers. The current relationship-building approach appears to be re-active and now needs to become focused and pro-active. Important internal stakeholders are hotel employees – front-office staff and sales staff – and franchisees in the restaurants and bars. All need to be aligned with the culture of the refurbished and repositioned hotel. 3.3 Relaunching and Repositioning of the Brand The SP hotel is now part of a global chain. Its service level will need to be aligned with the core brand values of GHG and these values will need to be communicated to all stakeholders and acted upon by internal stakeholders if the communicated brand image is to be consistent with delivery on the ground. Proposed marketing objectives are to: grow the current customer base by 20% by increasing spend per customer and by improving retention by 10%; focus on excellent, caring service at a fair price. 3.4 Service-Quality Programme A customer survey should be carried out to establish which service attributes are important to customers. This should be linked to an assessment of the cost of correcting what goes wrong. The survey should be ongoing and reinforced by regular staff interaction with customers so as to identify any areas of dissatisfaction. Overall customer relationship objective will be to: create in the minds of all customers an experience of being cared for by warm, friendly staff who have your best interests at heart and will do all that they can to offer you speedy and professional assistance. This will be translated into specific CR objectives for the different stakeholders, all of whom will need to participate in service quality training programmes: Franchisees: communicate always in your words, dress and body language that you are a member of the SP team. Front-office staff: make the customer feel welcome, respected, valued and at home. Sales staff: communicate, warm, professional, helpful manner at all times, backed up by prompt follow-up. Service standards: FRONT DESK: Always smile at customers Address by name wherever possible Apologise for even slightest delay Never keep customer waiting without apologising Always do what you promise to do Be sensitive to cultural differences Keep desk and hall area clean at all times Always ask if you can be of further assistance – sincerely Never argue with a customer Try always to exceed expectations Service blueprint: Sales staff to CORPORATES (process service mix): Tangibles Dress smartly, speak warmly and professionally, ensure  that all promotional materials are packaged and presented professionally Reliability Be punctual, deliver what you promise Responsiveness Exceed customer expectations with your response times  and look always for creative solutions to difficult problems Assurance Be confident about the hotel and its qualities but radiate  courtesy at all times. Avoid over-familiarity and use of christian names, unless requested to do so Empathy Avoid any remarks/comments about religion, race,  culture. Be particularly sensitive to cultural differences and help people with language difficulties. Never make fun of anyone. Apologise for even the most minor errors Service guarantee for empowering FRONT-LINE STAFF: If a customer arrives after 19.00 and requests a rate  reduction you may offer him/her a room at a rate 20% below normal rate This service quality approach is in line with the realignment of the brand as a warm and caring hotel which offers fair prices. 3.5 CRM System A CRM system needs to be developed for the global chain. It would aim to profile customers both in order to communicate with them more effectively and to ensure that service features are adapted to meet individual requirements where possible. It should be seen as a support for the warm and caring approach, not a replacement. The communications programme would need to be consistent with, and integrated into, the CRM system. 3.6 Internal Marketing Programme Staff are at the heart of hotel service and underpin customer perception of quality. Training programmes must be run to ensure that all staff are aligned with the culture and attitudes of the hotel, are aware of service guidelines and have the requisite skills and knowledge. An appraisal and suggestions system will be introduced to help staff maintain requisite standards. Incentives will be introduced to encourage maintenance of these standards. BIBLIOGRAPHY Books Barwise P. and Meehan S. (2004), Simply Better, Harvard Business School Press Cerasale M. and Stone M.(2004), Business Solutions on Demand, Kogan Page Johnston R. and Clark C. (2001), Service Operations Management, Prentice Hall Piercy N. (2002), Market-led Strategic Change, Butterworth Heinemann Journal Articles Breiter D., Tyink S. and Corey-Tuckwell S. (1995), Bergstrom Hotels; a case study  in quality†, Journal of Contemporary Hospitality Management, Vol.7 No. 6 Brown T. (1997), â€Å"Using norms to improve the interpretation of service quality  measures†, Journal of Services Marketing, Vol.11, No.1, p.80 Day G. (2000), â€Å"Tying in an Asset†, in Understanding CRM, Financial Times  Editorial article, „CRM in Hotelsâ€Å", in Leisure Hospitality Business, September,  2001 Hwang I. and Chi D. (2005), â€Å"Relationships among Internal Marketing, Employee Job  Satisfaction and International Hotel Performance†, International Journal of  Management, Vol.22 No.2 Parasuraman A., Zeithamel V. and Berry L. (1988), â€Å"SERVQUAL: a Multiple Item  Scale for Measuring Consumer Perceptions of Quality†, Journal of Retailing,  Vol.64, No.1 Spring Footnotes [1] Piercy N. (2002), Market-led Strategic Change, p. 273 [2] Lecture Notes – Key Issues from the Marketing Audit to Prioritise Actions in a Relationship Services  Marketing Plan [3] Jobber D. (2004), Principles and Practice of Marketing, McGraw-Hill, p. 117 [4] Day G. (2000), â€Å"Tying in an Asset†, in Understanding CRM, Financial Times [5] Editorial article, „CRM in Hotelsâ€Å", in Leisure Hospitality Business, September, 2001 [6] Hwang I. and Chi D. (2005), â€Å"Relationships among Internal Marketing, Employee Job Satisfaction  and International Hotel Performance†, International Journal of Management, Vol.22 No.2, p.291 [7] Johnston R. And Clark G. (2001), Service Operations Management, Prentice Hall, p. 102 [8] Parasuraman A., Zeithamel V. and Berry L. (1988), â€Å"SERVQUAL: a Multiple Item scale for  Measuring Consumer Perceptions of Quality†, Journal of Retailing, Vol.64, No.1 Spring [9] Brown T. (1997), â€Å"Using norms to improve the interpretation of service quality measures†, Journal of  Services Marketing, Vol.11, No.1, p.80 [10] Breiter D., Tyink S. and Corey-Tuckwell S. (1995), Bergstrom Hotels; a case study in quality†,  Journal of Contemporary Hospitality Management, Vol.7 No. 6

Creating New Enzyme Actions De Novo Essay -- Biology Catalyst

ABSTRACT Enzymes are molecules, specifically proteins that catalyze chemical reactions. Enzymes, like all catalysts, accelerate the rate of a reaction by lowering the activation energy. Nucleic acid RNA molecules called ribozymes can also act as enzymes and catalyze reactions. The development of new enzymes for the synthesis of chemical reactions, pharmaceuticals, and tools for molecular biology is a new and upcoming interest. Work has previously been done in the development for modifying and improving already existing enzymes. There is also much to still learn involving the designs and evolution of enzymes because it is greatly reliant on extensive knowledge of the mechanisms of these reactions. In this paper it is shown that new enzymatic activities can be created de novo, which means from scratch or very differently. There is no need for previous mechanistic information. This is done by selecting from a naive protein library, or one in which it is not designed to do what they are actually doing with it. This library is made up of a trillion different proteins with different amino acid sequences, so there is not much need for a plan. Messenger RNA, RNA used specifically to translate proteins, display is used and the proteins are covalently linked to their encoding mRNA, meaning that they share stable chemical bonds and are tethered to each other. Functional proteins are selected from an in vitro translated protein library. This is not an obvious way to link the genetic information that encodes it together. It is done without constraints imposed by any in vivo step, which simplifies the process when it is in vitro. This specific technique has been used to evolve short or small proteins called peptides as well as specific prote... ...enzymes is much less guided process. Future research will involve continuing to optimize the enzyme’s activity, i.e., seeing if they can get it to catalyze RNA ligation even faster. Sources Cited Denison, R. Ford. "Evolving enzymes in the lab." Weblog entry. 11 Sept. 2007. This Week in Evolution. 15 Nov. 2007 . "Researchers Evolve Artificial Enzymes in the Laboratory." HHMI Research News. 16 Aug. 2007. Howard Hughes Medical Inst. 14 Nov. 2007 . Sadava, David E., et al. Life the Science of Biology. 8th ed. USA: The Courier†¨Companies Inc, 2008 Seelig, Burckhard, and Jack W. Szostak. "Selection and evolution of enzymes from a partially randomized non-catalytic scaffold." Nature 448 (Aug. 2007): 828-833.

Stp for Megaman

STP for Megaman Segmentation Megaman uses Marco-segmentation to choose its target segment. Business organizations with the scale of small to big are all belonged to this segment (from under 200 to above 200). In this segment the business organizations will all have a high usage rate on Megaman’s product, the product categories are Lighting products and solutions. Megaman also uses Micro-segmentation to well define its target segment. Some of the organizations will only require a lighting system, while some of the organizations demand individual lighting consultation.The organizations require consultations will have a much more closer relationship with Megaman while Megaman will gain more profit from providing an extended service. Megaman’s product are both foundation and facilitating goods. As a bisuness product, Megaman’s serve the purpose as in ‘use’ and ‘consumption’. Targeting Megaman targeted the business organizations to be its ide al customers. Since the customers are business organizations, they will share the key criteria of being price-sensitive; quality-focus and also logistics efficiency.In another words, they are very high demanding. The target customers will be ‘optimizers’, they will compare all proposals before making the decisions. The organizations demand Megaman’s product to be cheap; reliable; low switching cost (high compatibility). Megaman is confident in satisfying their customers, so they mainly focus on encounter in new task or for modified rebuy. Positioning Megaman positioned itself as being the market leader. It continues to invent innovative products, just like Dyson.Unlike the major competitor, Philips, Megaman had taken one step further on CSR, Megaman’s product are all eco-friendly as Megaman emphasis a lot of its product being sustainable. Philips also provide excellent lighting solution for various organizations but Megaman had managed to do the same thing but also being eco-friendly at the same time. Megaman also positioned itself of being high quality. Promotion There are different channels for Megaman to promote its products, such as Tradeshow, Advertisement and various distribution channels.Megaman had participated in various trade shows, both in Hong Kong and overseas. As from the information shown in TDC’s website, Megaman had participated in the HK international Lighting Fair for the last five years. Megaman tries to attract both local and foreign customers through the tradeshow in HK. Megaman is highly involved in this tradeshow, as Fred Bass, the managing director of Neonlite ( Parent company of Megaman) and Megaman HK’s management team attended the tradeshow for the publicity event.Megaman has not drawn much attention outside those standard tradeshows, same with its major competitor in HK, the Philips Lighting. It is belief that because both of them are already the market leader in HK, no more further marketin g strategies needed to be apply in order to fight for market share. What Megaman should do is to consider sponsoring some other tradeshow, as being a good chance to encounter more business partners. When Megaman first enter HK’s consumer market, it used humor approach to promote that Megaman’s product can create funny yet positive value.Megaman focus on TV commercial, it hired Daniel Wu as the main character to addressing the function of Megaman’s product is very effective on specific functions. For recent commercials, Megaman focus on the practical use of its products, such as using it’s LED light bulb could make specific products to look better. The latest TVC, Megaman failed to draw audiences’ attention by being so dull and boring. If Megaman want to continue its TVC commercial, they must need to another approach rather than read out the specifications of the products.

Race, Class, and Gender Rothenbergs book

Race, Class, and Gender Rothenbergs book Introduction Race, class, and gender are issues that many people find incredibly hard to appreciate and recognize as characteristics of diversity that define people not only in the United States but also on global platforms. From this dilemma, this paper focuses on conducting a critique of various articles appearing in Rothenberg’s book Race, Class, and Gender in the United States.Advertising We will write a custom critical writing sample on Race, Class, and Gender: Rothenberg’s book specifically for you for only $16.05 $11/page Learn More Racial Formations by Michael Omi and Howard Winant Michael Omi and Howard Winant discuss issues of class, gender, and race. They see these issues as social constructions as opposed to scientific aspects, which define people’s differences (Rothenberg, 2009, p.11). The authors view race as a concept that is deeply seated in the history of all people across the globe since time immemorial. Although human beings are seen as equal irrespective of their race, gender, or class with the modern approaches to race, gender, and class studies, Michael Omi and Howard Winant wonder why it is possible for one to see people who are different in terms of skin color, gender, and social economic status. Social economic status is a major factor that is used to segregate people into different classes. Although this debate is not consistent with the struggles by many nations including the United States to ensure that all people irrespective of their diverse characteristics are considered equal human beings whose fundamental human rights must be respected, the argument by Michael Omi and Howard Winant holds substance. I agree with it. Despite the extent to which people may decide to deny the realities of racial and gender identities, it is a fact that they identify other people as women or men, or from their place of origin. For instance, some Americans are categorized as Asian-Americans, whites, or Af rican-Americans. Notwithstanding the fact that all these persons are considered part of the rich American diversity, the usage of these terms to distinguish Americans has the aspect of race ingrained within them. Now, consistent with Michael Omi and Howard Winant’s arguments, it is perhaps impossible to see other people as ‘just people’ rather than seeing them as women and men.Advertising Looking for critical writing on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More This argument contends with Michael Omi and Howard Winant’s Assertion that â€Å"we utilize race to provide clues about who a person is† (Rothenberg, 2009, p.12). This ability is often navigated from one generation to another based on perceptions of how a particular group of people appears in terms of their faces. It is common during conversations to encounter people putting forward comments such as ‘you really do n’t look like a white’, which indicate that some people have some racial stereotyping, either positive or negative, on the manner in which certain races of people behave or act. I agree with Michael Omi and Howard Winant that perception of class based on social economic status is a major issue that afflicts many nations across the globe including the United States. For instance, the authors argue that interpretation of racial identities is heftily influenced by perceptions of class (Rothenberg, 2009, p.15). This argument often leads to construction of negative stereotypes. For instance, blacks have had an experience of being negatively stereotyped as predominantly belonging to a low social economic status. This matter perhaps reveals why there have been repeated cases for blacks being associated with crime. The question that rises from this issue is, should negative stereotyping of blacks explain why there is a higher prevalence of the blacks is prisons? Does it then n ecessarily mean that blacks belonging in low social economic class, as they are profiled in some media, imply that they engage in crime to earn a living? My position is that these cases are merely habits of thought, which while given public attention end up being legitimized. Consequently, they act as incredible mechanisms of distinguishing wrongly and profiling other people wrongly. This position agrees with Michael Omi and Howard Winant’s position that failure to appreciate that people are equal and similar amid their skin color or social economic status ends pushing for negative gender, race, and class perspectives beyond skin color conceptualizations (Rothenberg, 2009, p.14). How Jews Became White by Karen Brodki Written by Karen Brodki, the article ‘How Jews Became White’ narrates how European immigrants as from 1880s became assimilated into America, what the author terms as becoming white. This discussion is significant in terms of advancement of the debate of race, class, and gender perspectives as major experiences that the U.S. has been struggling to handle.Advertising We will write a custom critical writing sample on Race, Class, and Gender: Rothenberg’s book specifically for you for only $16.05 $11/page Learn More The article explores deeply into one of the dominant issues in America, which marked the beginning of appreciation of diverseness for Americans in terms of recognition of the contribution of every person irrespective of his or her place of origin, race, or class in economic development of the American nation. However, the author makes it clear that the substantive growth of America as a nation has not come into being in an easy way, but has entailed many struggles to deal with identities of people who make up the nation. In the studies of gender, class, and racial differences of persons, the developments made by the article on the process that was followed by the Jewfish emigrants before they were assimilated into America is incredibly significant. Jews were emigrants from Europe. Here, they were treated as an inferior class of people. Such perceptions of inferiority emanated from the fact that Jews provided the much-needed labor to the Native American. This case made the ‘white’ even more wealthy especially during the era of industrial boom in the United States (Rothenberg, 2009, p. 61). The usage of the word ‘white’ is strikingly significant in the perceptions of race and class. Indeed, Jews are white in terms of skin color. However, when it is argued that the white owned the factors of production while Jews provided the necessary labor to keep the industries moving on, it implies that persons in the low social economic status were not considered as real whites, although their skin color could be white. Education is one of the essential factors that determine the social economic status of an individual. Educated persons have better chanc es of acquiring better jobs. Hence, their social economics status is also likely to be higher. This argument coincides with the Karen Brodki assertion, â€Å"prior to the civil war, a college degree was still very much a mark of the upper class† (Rothenberg, 2009, p.61). This idea means that schools could only be accessed by those individuals belonging to higher social economic status, whether Native American or immigrants.Advertising Looking for critical writing on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More The situation even became worse for immigrants such as the Jews when colleges in 1930s had minimal rooms to accommodate immigrants irrespective of their social economic status. This argument is significant by noting that 1930s marked a significant time when racism was at its peak. In this context, I agree with Karen Brodki that perception of race and class are essential factors, which help to explain the struggles that America has gone through in the effort to reach its current state of embracement of various socio-demographic diversities of her inhabitants and integration of different cultures of a diverse number of people (Rothenberg, 2009, p.66). Today, the racially and culturally diverse people have a common culture referred to as the American culture. This culture does not segregate people along tribal, racial, gender, or even socio-economic class. All people have the rights to access justice and basic human needs including education and employment opportunities. The Social Con struction of Gender by Judith Lorber Authored by Judith Lorber, in the article Night to His Day: the Social Construction of Gender argues that people create gender through their social interactions. This argument means that gender is acted and performed. Judith Lorber supports this assertion by claiming that acting of gender involves prescription of various roles for different gender. For instance, the author says that it sounds awkward to some people who still believe that the roles of women and men are different in the society to think of men strolling children in the city of New York (Rothenberg, 2009, p.54). The manner in which people describe the dressing code and other characteristics of people also acts as a means of acting gender. For instance, thinking of description of a child as wearing certain clothes, which are thought of being supposed to be worn by a girl child is a mechanism of acting gender. This argument means that people have particular things that they expect one gender to do and not the other. Indeed, it is until the last two decades that people across the globe have appreciated that men could also put on earrings. This means that the history of people has always dictated things that are supposed to done by one gender as opposed to the other. In this extent, gender is performed and acted by people. Although gender may be seen from the perspective of Judith Lorber as an issue that can be evaded, the manner in which evading it can be done supersedes the reality of the manner in which gender is constructed within the minds of people. Judith Lorber posits, â€Å"Gendering is done from birth, constantly, and by everyone† (Rothenberg, 2009, p.55). This position means that immediately people are born, they are introduced to the debate of gender perspectives so that, by the time children learn to talk, they know the gender they belong to, mostly male or female. Arguably, the process through which this process takes place is beyond the contr ol of people since gender is implied even in the language that people use to communicate right from the usage of nouns to pronouns that refer to different genders. This kind of gender categorization of persons often gives rise to conflicts. For instance, based on normalization of the only two types of gender, transgendered persons may end up having whole life internal conflicts amongst themselves in the attempt to come to an understanding of why they divert from the normalized gender categories. Should this case then reveal why some persons who are transgendered strive with the problem of looking for mechanisms of transforming their gender identity so that they can fit into one of these two-gender categories: male or female? Despite the challenges that are introduced in the society by gender acting, I agree with Judith Lorber that gender is inevitable in some aspects. Judith Lorber argues, â€Å"As a social institution, gender is one of the major ways that human beings organize the ir lives† (Rothenberg, 2009, p.55). The collective progression of a society is dependent on divisions of labor. People can be selected to fit into different areas of economy based on motivations, talents, and even their academic qualifications. However, can people run away from the culture of classifying some jobs as more prevalent to certain gender relative to the other? This question is perhaps more important by considering that, even today, while people claim that there is no specific job that needs to be the province of a given gender, people still allocate tasks in a work environment to different persons based on age and gender demographic factors. Arguably, it is not surprising to encounter a job opening being advertised stating that the most preferred candidate should be a male or a female. Nevertheless, I agree with Judith Lorber that people are born with determined sex, with gender being socially induced (Rothenberg, 2009, p.57). Although one is born with the awarenes s that he or she is a girl or a boy, or even transgendered, it is from social interactions that one comes to learn than boys or girls dress in a certain manner, play certain games, have certain names, which are feminine and masculine, and the unique characteristics that best explain their sameness. The argument here is that, consistent with Judith Lorber’s presentation of gender identities along with how they are constructed, people perform and act gender. It is through such performance that one becomes cognizant of his or her sex. The Invention of Heterosexuality by Jonathan Ned Katz In his article The Invention of Heterosexuality, Jonathan Ned Katz traces the historical development of the concept of heterosexuality. To the author, studying the history of this concept is important since, â€Å"by not studying the idea of heterosexuality in history, analysts of sex, gay, and straight have continued to privilege the ‘normal’ and ‘natural’ at the expe nse of the ‘abnormal’ and ‘unnatural’† (Rothenberg, 2009, p.150) . From this assertion, it is evident that the author sees the concept of heterosexuality and the entire sexuality concept as being characterized by different interpretations as time progresses from when the biblical story of creation took place to the modern world. I subscribe to the above school of thought. There has been a change of what people consider a normal sexual inclination. The history of American experiences with sexuality struggles perhaps reveals it all. In the early 19th century, being a gay or a lesbian was a big crime. It was seen as both ethically and morally inappropriate. It was considered one of the ways of tearing the social fabrics that had been binding the American society together. The only socially justifiable sexual inclination was heterosexuality, which is now being described by the term straight. A century later, homosexuality including lesbianism and gay sexu al orientation are considered as normal sexual orientations. Indeed, it is an offence to discriminate people on the grounds of their sexual orientations in America. Jonathan Ned Katz also believes that there has been a big change in the manner in which sexuality is visualized. During the early Victorian age, 1820 to 1860, the author claims, â€Å"the actors in the sexual economy were identified as manly men and womanly women and/or as procreators† (Rothenberg, 2009, p.151). This description means that, if procreation did not fit in the equation of any relationship between two people, such a relationship was condemned. This case was to change later in the 1960s to 1980s when recognition of only one sexual orientation began to raise attraction of sexuality movements such as those staged by homosexual with the objective of acquiring the rights of being recognized (Rothenberg, 2009, p.158). This case clearly showed that sexuality is not a function of procreation but eroticism. In this regard, I agree with Jonathan Ned Katz since desire is the main driver of one’s sexual orientation. People have the freedom to satisfy their own desires subject to the limitation that they do not harm other people. Why should people fail to recognize homosexuality and other sexual inclinations? Disability and the Justification of Inequality in American History by Douglas Baynton In this article, Douglas Baynton argues that disability encompasses one of the main aspects that are used historically to treat people unequally. According to him, discrimination of people has called into question the aspect of disability to ensure that such discriminations are justified (Rothenberg, 2009, p.33). Careful scrutiny of developments in the political arena of various nations makes this assertion of Baynton important. Analysis of how different groups of people have struggled to gain their freedoms reveals that disability is not just a physical incapability. For instance, women were de nied suffrage rights in America until 1930s on the ground that they had flaws that were related to their gender, which incapacitated them from making good decisions. Such deficits provided amicable responses to why male members of the society were not only valid and capable for making decisions such as voting the right people but also why they needed to domineer over women. Considering also the mass killing of Jews during the Nazi regime, the question of disability also arises. People who were killed during this time, mainly of Jewish origin, were considered an inferior race. Hence, the Jewish question was worth resolving. The solution was to mass slaughter Jews on the accounts of the perceived disability. From the above discussion, it intrigues one to think of how gender, race, and class are interrelated in terms of disability. Baynton provides an adequate response to this noble challenge by discussing the experience of black Americans with slavery. He argues, â€Å"The most commo n disability arguments for slavery were simply that African-Americans lacked sufficient intelligence to participate or compete on an equal basis in society with white Americans† (Rothenberg, 2009, p.37). Therefore, there was a misconception that skin color could indicate the degree of one’s intellectual intelligence. Consequently, skin pigmentation, other than white, was a disability. In this extent I agree with Baynton that disability is a crucial discriminatory issue that the society has always attempted to handle. Baynton evidences the darkest part of the historical relationship between disability and incapability when he argues that African-Americans were also considered having the risks of developing physical disabilities when they were given freedom. While this argument is important in developing the arguments for justification of denial of freedom among black Americans on the grounds of the perceived and actual disabilities, it is questionable whether indeed skin color may be indicative of one’s proneness to certain disability challenges such as deafness yet biologically there is evidence that skin color is due to melanin. This chemical component of the human body is not related to other aspects such as intelligence and susceptibility to situations that may make an individual disabled. Reference Rothenberg, P. (2009). Race, Class, and Gender in the United States. New York: Mac Higher.

20 Debate Speech Topics on Animal Experimentation

20 Debate Speech Topics on Animal Experimentation In the previous guide we explored animal experimentation and revealed some very disturbing facts. Study our 10 facts on animal experimentation for a debate speech in detail to find out various arguments regarding the disgraced research community. Sadly, after the completion of these experimentations, the animals used are euthanized. Majority of these small test subjects are purpose-bred. Due to the ever growing existence of organizations such as PETA and BUAV, the medical community is under heavy pressure to find alternatives to animal experimentation such as sophisticated computer models. To help you narrow down your debate area, here are 20 topics which you can select from. Number of Animals Used for Experimentation Trends and Public Opinion Towards Animal Rights History of Vaccines Developed Through Animal Experimentation Failure of Mouse Diabetes Model Differences Between Human and Animal Immunology Inconclusive Research of Spinal Cord Injury Recovery from Animal Experimentation Failure of Research Gained from Animal Experimentation in Neurological Diseases Suffering of Animals During Medical Procedures Psychological Effects On Animals Due to Confinement Health and Sanitary Condition of Laboratories of Animal Experimentation Types of Traumatic Injuries Inflicted During Animal Experimentation Military Animal Experiments What Methods Are Implemented on Animals During Induced Helplessness Tests? Planting Electrodes into Eyes and Brains of Animals Case of Self-Mutilation in Animals When Kept in Cages in Laboratories Alternatives to Animal Experimentations Failures of Animal Experimentation in Improving Human Health and Scientific Discovery Epidemiology and Animal Experimentation: Which One Is More Successful? Computer-Based Research Technique in Comparison with Animal Experimentation Virtual Human Trials through Intrinsic Computer Models. We have assisted you with our guide for a debate to help give you a little nudge in the right direction and then we went a step further by giving you direct topics. A large portion of the International community is now questioning the very legitimacy of animal experimentation, appealing to the cruel nature of these experiments, the condition in which the animals are kept and the amount of misleading and inconclusive animal models which have yet to serve the human medical needs. Primarily, the argument against this kind of experimentation is that the animals have the right not to be used and harmed. As always, we aim to exceed your expectation. Here is a sample essay on one of the topics above. Sample Debate Speech: Computer-based Research Technique in Comparison with Animal Experimentation There is a growing number of consensus to reduce or eliminate animal experimentation, that’s why there is a huge school of thought researching to find alternatives. Major alternatives to animal experimentation are vitro cell culture techniques and computer simulation based research. There are some who believe these alternates are not conclusive because these simulations are using data acquired from prior experiments, meaning the data is too old and cells/serums are virtual.   There is another school of thought which believes that animal experimentation can never be replaced because the living system is too complicated to be simulated. Computer simulations can not only replace animal experimentations but they can also help with reducing the cost and speed up the discovery time. While conducting drug tests, the candidates data can be utilized to help improve the virtual models. In 2010, the protein docking algorithm EADock helped find possible inhibitors to particular enzyme affiliated with cancer. Around fifty percent of these molecules were later confirmed to be positively active inhibitors, this discovery happened outside of a human body and in labs. This kind of approach is very different from the costly high-throughput screening robotics labs which and capable of testing huge quantities of complicated compounds in a single day. There are several examples of computer simulations such as the model of asthma. The studies regarding medicines developed using that model needs to go through a lot of careful testing before they are approved to be used by humans and animals. Full sized mannequins are also used for computer simulations to generate data of crashes. These tests are conducted with the use of real time sensors and cameras, ever since the advancement in this field, it has replaced live animal trauma testing in car crashes. The first such establishment began in 1949, known as Sierra Sam, built by Alderson Research Labs of Sierra Engineering. Through the years, the dummies and the monitoring equipment have significantly changed, before live pigs were used as test subjects in crash testing. The military has been using simulators to recreate battlefield scenarios, especially traumas. Systems such as the TraumaMan and the Combat Trauma Patient Simulator have successfully given research analysis on fractures, amputations and hemorrhaging. Before this, animal were used to find out the results of various injuries, but now the success of TraumaMan has made it possible for the medical community to do this without the torture and execution of animals. Human metabolism has also been successfully portrayed through computer models, this has resulted in the study of various plaque related cardiovascular risks. It has also helped the medical community to examine the toxicity of drugs, replacing the drug testing on animals altogether. Not only this, but in 2007, using the world’s most sophisticated computer of that time, a program simulated a mouse’s brain for around 10 seconds. Limitations in computing power of the time brought forth problems in simulation but the fact remains that such simulations are possible. References: Hackam DG, Redelmeier DA. Translation of research evidence from animals to humans. JAMA. 2006;296:1731-1732. Horrobin DF. Modern biomedical research: an internally self consistent universe with little contact with medical reality? Nat Rev Drug Discov. 2003;2:151-154. Ioannidis JPA. Evolution and translation of research findings: from bench to where? PLoS Clin Trials 2006;1:e36. Langley G, Evans T, Holgate ST, Jones A. Replacing animal experiments: choices, chances, and challenges. BioEssays 2007;29:918-926. Perel P, Roberts I, Sena E, et al. Comparison of treatment effects between animal experiments and clinical trials: systematic review. BMJ 2006;334, 197 (doi:10.1136/bmj.39048.407928.BE). Pound P, Ebrahim S, Sandercock P, Bracken MB, Roberts I. Where is the evidence that animal research benefits humans? BMJ 2004;328:514-517. Watts G. Alternatives to animal experimentation. BMJ 2007;334:182-184.

Cyber security Coursework Example | Topics and Well Written Essays - 250 words - 1

Cyber security - Coursework Example edge of previous intrusions and other organizations’ reaction or solutions will be ready to lend a hand in outlining the business case for intrusion detection products. Additionally, they should also be aware of the advantages and opportunities offered by intrusion detection with a wide-ranging awareness with the intrusion detection solutions and products presently available in the market. In addition, they should also recognize the basic objectives and goals of the intrusion detection products. In view of the fact that Intrusion detection will be a costly activity or investment, even though they make use of an open source solution hence they need to spend an adequate amount of time to investigate, get, build up and put into practice to be far less than the in the general routine management of the information (Bandy, Money, & Worstell, Intrusion Detection FAQ: Getting Started, 2013). A "honeypot" is a very useful tool for protecting networks from not permitted access. In fact, the honeypot does not encompass applications or data that is vital to the business organization but it contains an adequate amount of attractive data to attract a hacker (SANS, 2013). In view of the fact that a honeypot is only a system tool or application or file that has entirely no reason in production hence it can be assumed that if the honeypot is accessed, there might be some reason that is not linked to a specific business corporation on purpose (Bandy, Money, & Worstell, Intrusion Detection FAQ: What is a honeypot? Why do I need one?, 2013). It is an admitted fact that the honeypots can be very helpful to business corporations that have considerable resources to maintain them. However, if an organization does not have a security expert to strictly keep an eye on a honeypot the organizations has, at finest, built a susceptible platform that is not checked regularly as well as at wor st, a platform that can be occupied and employed by any hacker to attack other systems. Moreover,

New York Computer Forensics Essay Example | Topics and Well Written Essays - 750 words

New York Computer Forensics - Essay Example New York Computer Forensics Company has skilled and expert computer forensic staff and experts. These people effectively utilize the proven methods and sophisticated software, and tools which can be used to analyze and retrieve the entire data on a crime scene system to as absolute level as probable. In this scenario, this kind of material can include deleted files and e-mail and logs and other details that can be related to the problems and issues being examined. In addition, experience in a variety of investigation scenarios over the years has permitted and skilled New York Computer Forensic Services to build up procedures and started measures that make results matchless in the Computer Forensics field (Global Digital Forensics, 2012).Services offeredThe reality is that almost all information and data formed in this day as well as age is in the form of electronic design. Additionally, New York Computer Forensic Services support a wide variety of businesses in all aspects of compute r forensic authentication achievement, protection, and arrangement by minimizing expenditures and making sure that proof does not become tainted. In addition, New York Computer Forensic Services Company specializes in a number of forensic services, which are: (Global Digital Forensics, 2012)Â   Guidance Software Professional Services Company offers their clients most effective and direct access to technical capability with a personalized practice that enhance their return on business investment.... ly, New York Computer Forensic Services support a wide variety of businesses in all aspects of computer forensic authentication achievement, protection, and arrangement by minimizing expenditures and making sure that proof does not become tainted. In addition, New York Computer Forensic Services Company specializes in a number of forensic services, which are: (Global Digital Forensics, 2012) E-mail Forensics Computer Forensics Network Forensics Data Acquisition Full Computer Forensic Investigations Evidence Processing Database Forensics Backup Tape Analysis Correlation and Link Analysis Forensic Analysis Expert Testimony Guidance Software Professional Services Guidance Software Professional Services Company offers their clients most effective and direct access to technical capability with a personalized practice that enhance their return on business investment as well as speeds-up their time to value. In addition, using the Professional Services from Guidance, business employees atta in a trusted consultant to meet their objectives in all regions of digital analysis of any walk of life. Additionally, the Guidance Software Advisory Program (GAP) is aimed at ensuring successful acceptance and implementation of the EnCase application suite of the software system into a company’s business operations and processes. Moreover, the tactic of Guidance Software Professional Services for investigation is based on examine, plan, and frequent assessment of procedures enhancement and risk (Guidance Software, 2012). Services Offered There are many services and support areas offered by Guidance Software Professional Services Company. Given below are some of them: (Guidance Software, 2012) Casework Services Implementation Services Cyber Security Assessment Services Data Mapping