The Relationship Between Grammar And Language English Language Essay

The Relationship Between Grammar And Language English Language Essay The relationship between grammar and language helps in understanding the Chomskian principle of transformational grammar. David W. Carroll views grammar as a description of a persons linguistic knowledge. Language is considered to be an infinite set of well formulated sentences and it can be deduced by grammar, like that of mathematics or logic. Hence grammars are the theories of language composed of hypotheses of the structure of some part of the language. Chomsky suggests three criteria about the theory of language. First criterion is known as observational adequacy. It is applied in several levels of language in which grammar defines, what is and what is not an acceptable sequence in the language. At the other level grammar should have rules that generate grammatical sentence. The second criterion is the descriptive adequacy which indicates that grammar specifies the sequence in a language. Grammar should also explain how it relates with sentences which have the same or opposite meaning .The third criterion is the explanatory adequacy. Chomsky views that it is theoretically possible for a number of grammars, all based on different principles to attain the other two forms of adequacy and determines that the best descriptively adequate grammar pertains to the language acquisition in children. He suggests that the child learning a language is presented with samples of the language and must determine the grammar from the samples. Chomsky notes that children choose one particular grammar from the incoming data consistent with a number of grammars. Hence this implies that there are certain innate language constraints enable the child to deduce the correct grammar. The final level of adequacy goes beyond the ability to explain to describe patterns in a particular language; instead, it involves the ability to explain the role of linguistic universals in language acquisition. These theories played a significant role in the development of linguistic theories. Chomsky initially developed transformational grammar because of the descriptive inadequacy of grammar based on phrase structure rules. In transformational grammar, the insight that sentences have more than one level of structure is captured in the distinction between deep structure and surface structure. These are both tree structures, which differ in emphasis. Deep structure is considered as the underlying structure of the sentence that conveys the meaning of a sentence. Deep structures are the output of the phrase structure rules and lexical rules; transformations operate on these and gave rise to the surface structure. Surface structure refers to the superficial arrangement of the constituents and reflects the order in which the words are pronounced. David Carrol refers to three arguments regarding the usefulness of the distinction by considering the following sentence as an example. Ex: Flying planes can be dangerous. The ambiguity in this sentence is called deep-structure as it may be paraphrased as, The act of flying planes can be dangerous or Planes that are flying can be dangerous. This type of ambiguity comes from a single surface structure that is derived from two distinct deep structures. The second reason for the distinction is that some pairs of sentences are similar in their phrase structure but not in their underlying structure. Ex: John is easy to please. (2) John is eager to please. (3) The above sentences, when paraphrased reveal their dissimilarity even though they are apparently similar. John is the object of the deep structure in (2) and the deep structure subject (3). The next set of sentences in active and passive voice is distinct in their surface arrangement but similar in their deep structure. Ex: Arlene played the tuba. (active) The tuba was played by Arlene. (passive) So the active and the passive sentences are considered as two manifestation of the same deep structure. These grammatical relationships posit a second level of structure with a new set of rules called transformational rules. The entire deviation of a sentence is known to be a two part process in transformational grammar. In phrase structure the assumed largest syntactic unit, the sentence is progressively expanded by the application of rules into strings of smaller units, terminating with a combination of lexical items and grammatical elements. The phrase structure is explained with labeled tree diagrams and they are said to be inadequate for a full structural exposition. Therefore phrase structure is incapable of explaining the open ended creativity of a natural language. Upon the output of the phrase structure rules transformation rules are applied. These transformational rules involve not the division of the sentences or its parts into smaller parts, but, the alteration or rearrangement of a structure in various ways. Transformation also reflects parts of the speakers intuitive awareness of relations between sentences of different basic types. The associations of active and passive sentences , positive and negative sentences and statements, commands, and questions rests on native speakers recognition of their semantic relatedness, which is expressed by the relatedness of grammatical structure. The phrase structure rules are said to be useful in generating the underlying tree structure which is referred to as deep structures and secondly a sequence of transformational rules is applied to deep structure and the intermediate structures, ultimately generating the surface structure of the sentence. The transformations apply to the entire strings of constituents where as phrase structure rules apply to only one constituent at a time. These transformations are done by adding, deleting or moving the constituents. David Carroll gives a few transformations and explains how they work. One such transformation is called the particle -movement transformation. From the following two sentences know that they mean the same thing: EX: John phoned up the woman. (4) John phoned the woman up. (5) Here the concern is with the placement of the particle up; in these sentences, the particle may occur either just before or just after the noun phrase. Accordingly, we might write two different phrase structure rules for the two instances, the first might write two different phrase structure rules for the two instances, the first conforming to (PS) VP Æ’Â   V + (part) +NP And the second to (PS) VP Æ’Â   V + NP + (part) The problem with this approach is that it lacks descriptive adequacyit does not reveal the similarity of the two sentences. In this approach, the two sentences are derived from two different phase-structure rules. An alternative approach is to assume that the two sentences have the same deep structure and to apply the particle- movement transformation to (4). The transformational rule looks like this: (T1) V + part + NP Æ’Â   V + NP + part It can be noticed that the transformational rule simply moves the last two constituents of the verb phrase. Phrase -structure rules rewrite one constituent into a series of constituents but transformational rules begin with a series of the constituents and transform them. Then he goes on to explain it considering the following sentences: John phoned up the interesting woman. (6) John phoned the interesting woman up. (7) John phoned up the woman with the curly hair. (8) John phoned the woman with the curly hair up. (9) In each case the particle is shifted around the entire NPtwo words in (5), three in (7), and six in (9). The particle movement is defined in terms of constituents, not words. This condition gives transformational grammar tremendous power to apply to an infinite no of NPs. Instead of stating the number of words which varies from sentence to sentence, it is stated that in terms of grammatical structure it is known as structure dependent. One final property of transformational rules is that it may be blocked under certain circumstances. For example, the particle movement transformation does not work with pronouns: (35) John called them up. (36) *John called up them. These restrictions and transformations would be specified in the description of the rule. The rule would operate under specified conditions but would be blocked when these conditions did not apply. The earliest work shows the inadequacy of context free grammar for the analysis of natural languages. In the 1960s, transformational grammarians concentrated on the relationship between syntax and semantics. Transformational grammar explains certain aspects of language such as deep-structure ambiguity and the limitations of the phrase-structure rules. Transformational grammar has evolved over the decades and there were many changes and alternative approaches that gave rise to other new theories on transformation. The influence of Chomskys revolutionary theories on linguistics and his contributions like Syntactic Structures, Aspects of the theory of syntax, stands out as the most significant development which led to the beginning of various other transformations in grammar and linguistics.

Retail pharmaceutical industry and its challenges

Retail pharmaceutical industry and its challenges In times of global economic recession, retailers will need to be more vigilant in meeting consumers demands to remain viable in the ever more competitive market. Retail pharmacy in Malaysia are faced with unique set of challenges deriving from historical past and cultural practices to consumers lifestyle changes. Therefore there is a need for retail pharmacy operators to re-evaluate existing marketing plans by means of understanding current market condition and observing future trend. Then recalibrate their marketing plans and strategies to reposition themselves securely in the market. 1.1 Objective The report aims to provide an overview retail pharmacy industry and evaluate factors that propel and restrain the market, government policies, sales trends, potential growth and market outlook. Challenges related to the pharmaceutical retail sector will be outlined and assessed, and insights into marketing plans being deployed to tap into available market opportunities in Malaysia will also be discussed. 1.2 Overview : Retailing in Malaysia Malaysia retailing environment has undergone a continuous and marked change over the years. The nation has been classified by the World Bank as a upper-middle income country with middle-income household making up more than 50% in 2007. Between 2004 and 2005, according to the Department of Statistics Malaysia, on an average, the urban household spent 1.8 times more than its rural counterparts that is about USD 735 (MYR2,285) monthly and USD 428 (MYR1,301) monthly respectively. By 2015, according to UN data, the urban population is forecasted to account for approximately 76% of the total population (Euromonitor 2010). Retail sales will likely benefit from this. According to Q4 BMI Malaysia Retail Report, it projected that retail sales will increase from USD 43.65 billion (MYR 153.76 billion) in 2010 to USD 71.44 billion (MYR 251.63 billion) by the end of the forecast period. The key factors supporting this forecast is due to low unemployment rate, rising disposable incomes and a strong tourism industry. BMI forecasts Over-the-counter (OTC) pharmaceutical sales to grow from USD 404million in 2010 to USD557million which translates to 38% increase therefore elicit a positive effect on retail pharmacy. 1.2.1 Retail Pharmacy in Malaysia Malaysia total healthcare expenditure in 2009 exceeded USD 7 billion Figure 1.0, and is projected to surpass USD 10 billion by 2020. Malaysia ranks fifth among the Asian nations in terms of healthcare expenditure and is projected to grow approximately 13% yearly (Frost Sullivan 2008). Retail pharmacy sector contributes 17% of the total expenditure only due to restrictions pertaining to government policies, profession workforce, and population perception. The retail pharmacy sector can be described using organization size and product/service mix criteria. Sole units are comprised primarily of independent pharmacies, usually owned by pharmacists. Multiple-unit pharmacy organizations, or chains, can be divided into small chain and large chain (e.g. 30 or more units). Besides organization size, the retail pharmacy sector can also be characterized by the product/service mix of the organization. Some traditional categories include, supermarket (e.g. AEON), and, beauty and healthcare stores (e.g. Guardian, Watsons). Pure drug store is virtually non-existent in the Malaysian retail pharmacy sector because pharmaceutical products can be sold and dispensed by medical practitioners as well pharmacists. Consequently, this policy does not encouraged the setting up of pure drug store in Malaysia. Therefore, current retail pharmacies stores usually offer both pharmaceutical and non-pharmaceutical product/services to maintain viable in the market. The major players in the Malaysian retail pharmacy scene are large multinational corporations such as GCH Retail (M) Sdn Bhd and Watsons Personal Care Store whereas local companies include Caring Pharmacy and Trustz Pharmacy, and a plethora of small independently operated pharmacies Figure 2.0. In 2009, the multinationals, GCHs Guardian and Watsons collectively dominated 54% of the total market share whilst 46% was divided among local retail pharmacies as shown above (Euromonitor 2010). Generally experienced in dealing with large industries, these multinational corporations compared to the domestic counterparts, have the experties in handling processing, packaging, logistics, inventory management etc. In addition, they have the advantages of economies of scale, retailing of in-house brand, increase in market profit and share, and wider discount parameter for retail healthcare products. 2.0 Current Market Status 2.1 External and Internal Factors Influencing Retailers Marketing Strategies The spillover from the subprime mortgage crisis has badly affected the global economies and Malaysias economy has not been spared too. In 2009, retailing current value growth (CVG) showed a decreased compared to 2008 but still at a positive pace (Euromonitor 2010). In 2010, real GDP growth is expected at 5.7% supported by stronger exports. Increased spending by private consumers as a result of improving labour market conditions will soon strengthen domestic demand (Euromonitor 2010). GDP forecast was reevaluated in May 2009 from 4% to 5% (Euromonitor 2010). Though consumer confidence dwindled, spending on health care continues to be a priority within the consumers household as seen in Figure 3.0. Consumers are still willing to spend a little bit more during promotional period or turned to cheaper alternatives such as mid-priced/economical in-house brands or generic medications. Ongoing urbanization trend, higher education levels and better living standards have generated greater interest among consumers regarding self-medication. This further strengthened the importance of retail pharmacy stores as consumers are able to acquire OTC healthcare, nutritional products and prescription drugs from them. Overall trend of the retail pharmacy sector is gearing towards the sales of generics and OTCs. Profit derives from generics is generally higher compared to branded/innovator products (Shafie Hassali 2008). However, sales of non-prescription products such as OTCs, TCMs, vitamins and supplements are still the main contributor to the retail pharmacys revenue at 79%. Having said so, retailers still need to employ different marketing strategies to distinguish themselves from existing competitors and attempt to reposition themselves as market leaders some successful while some struggled. Strategies pertaining to each of the different type of organizations will be further discussed as follow: 2.2 Strategies Employed by Multinational Corporation The multinationals such as Guardian and Watsons have taken a broad spectrum approach by attempting to diversify from traditional dispensing services common to the concept of a pharmacy, into a wider market segments such as general health and beauty care. The retailers responded by engaging in regular promotions and extended sales period to encourage spending and offering a combination of both pharmaceutical services with beauty care. Rapid expansion strategies undertaken by leading chained retailers resulted in a substantial escalation in the chained store numbers in the nation. 2009 saw a slight improvement in the average selling space per outlet of beauty and health specialist retailers especially in larger shopping malls than standalone establishments. Survey has shown that these are the places where the crowd/consumers prefer. Variety in choices/shops and competitive price products are some of the factors that attracts them. Most beauty and health specialist retailers launch their retail chains in Klang Valley. This is largely due to greater purchasing power among urban consumers. Nonetheless, beauty and health specialist retailers are also expanding outside Klang Valley in order to serve the rising population and growing purchasing power of consumers in East Malaysia and secondary states. Launching of budget in-house brand is to cover a wider range of consumer segment. 2.2.1 Guardian : Target Market, Product Services, and Promotion GCH Retail (M) Sdn Bhd is a wholly-owned subsidiary of a Hong Kong based Dairy Farm International Holdings Ltd. It is 78% owned by the Jardine Matheson Group, which is listed on the FTSE Stock Exchange and also listed on the Singapore Straits and Bermuda Stock Exchanges (Euromonitor 2010). In Malaysia, the company is involved in the operation of Guardian pharmacy, Cold Storage supermarket and Giant hypermarket outlets. In 2009, as a result of its aggressive expansion, 20 new Guardian outlets were added, and promotions including daily specials has boosted the companys pharmaceutical market share to 35% Figure 2.0, occupying the largest portion of the retail pharmacy market segment. Guardian retailing format is gradually becoming popular in Malaysia. For instance, Guardian spearheaded the concept of  modern retail pharmacy by providing professional consultation and service by registered pharmacists, plus holistic health and personal care solution. In response to the Malaysian governments support initiatives designed to spur small and medium sized enterprises (SMEs) in Malaysia, most of Guardian in-house brands are source and manufactured locally. Therefore, it is able to offer quality products at very affordable price targeting at all consumer segments and is expected to continue to source and develop wider products range. Guardian is aggressive in promoting its in-house brand products by advertising and promotions. For instance, Guardian dedicated half a page or full-page advertisements in their in-store brochures or leaflets for their in-house brand products. GCH Retails share of in-house brand products has been growing steadily largely due to developing brand recognition as well as the wider range of items available. External and Internal Analysis (Guardian) External Internal Threats Economic slowdown Decentralized marketing function: inconsistent brand image Weaknesses Retracted consumer spending Increased rivalry between competitors Opportunities Import/Export: Malaysian Ringgit vs Hong Kong Dollar Good management: able to respond to market change Strength Change in consumers spending pattern Both external and internal factors how the company decides to operate. The external factors will be same for all market players. 2.2.2 Watsons : Target Market, Product Services, and Promotion Watsons Personal Care Stores (WPCS), being the largest beauty and health retail chain in Asia, is a subsidiary of the AS Watson Group based in Hong Kong and wholly owned by Hutchison Whampoa Ltd. WPCS has been in Malaysia since 1994 and is considered one of the most accomplished personal care chain stores (Euromonitor 2010). Following the successful merger and acquisition of Apex Pharmacy Sdn Bhd in Jun 2005, WPCS has 211 outlets nationwide. In 2009 due to its extensive stores expansion and merger , its pharmaceutical value share managed to increase to 19% Figure 2.0 of the entire pharmaceutical retailing in Malaysia.WPCS still remains the largest community pharmacy retail chain in Malaysia. To support and reinforce its image positioning Watsons employs promotional pricing, selling list prices then running price-off sales periodically, continuous marketing efforts and promotions such as television advertisements, complimentary beauty and health information to consumers, and storewide 20% discount campaign. Moreover, WPCS products are competitively priced and carry quality in-house brand products which are usually cheaper by 20% to 25% below manufacturers brand in the same product range. Its in-house brand lines consist of a large proportion of skin-care products, hair care, OTC healthcare products, toiletries, bottled mineral water, electrical items designed to meet the needs of the mass consumers . To further promotes its in-house brands, it has dedicated more shelf space in-store for them. Coupled with growing brand recognition and wider range of products to cater for all segments of consumers, this marketing trend may continue in future. External and Internal Analysis (Watsons) External Internal Threats Economic slowdown Over expansion resulting in dissipated consumer services Weaknesses Retracted consumer spending Increased rivalry between competitors Opportunities Import/Export: Malaysian Ringgit vs Hong Kong Dollar Extensive outlet coverage nationwide Strength Change in consumers spending pattern 2.3 Strategies Employed by Small Retail Phamacy Marketing model of smaller retail pharmacies focus on establishing good rapport with its customer base by providing individually customized pharmaceutical services for their clients according to their needs and wants, Furthermore, they also provide extended after working hour services for the convenience of their customers, to access to pharmaceutical items and advice. Loyalty marketing is also introduced to maintain or expand their customer base in light of even more competitive environment. This model is gaining popularity in Malaysia and is already established in Europe, Australia and Canada. Specialized services exclusive to pharmacy such as pre-packed dosettes medications (to ensure better compliance to medicine), insulin dose adjustments for uncontrolled diabetes management and methadone replacement therapy for heroin dependent patient, targeting a unique consumer segment is gradually incorporated into their marketing plans. 2.3.1 Caring : Target Market, Product Services, and Promotion Caring Pharmacy Sdn Bhd is a group of pharmacies under one banner collectively shares the same supply and inventory management similar to that of chain stores, however each outlets are independently owned and operated by pharmacists. Caring Group currently have 46 registered pharmacists operating 40 outlets in Klang valley. Therefore giving the Group the highest number of pharmacist to outlet ratio among retail pharmacy operators in Malaysia. With market share of 12% in 2009 Figure 2.0, Caring is fast emerging as one of the most established local community retail pharmacy. Providing extended hour services from the early hours up to midnight proved to be a potent marketing strategy in establishing its market share as it provides time flexibility to consumers. Caring offers professional consultation by registered pharmacists on uncomplicated ailments and medication management solutions such as pre-packed medications for consumers convenience. The group has been actively promoting its pharmacist consultation service. For instance, public awareness talks by pharmacists on health topics such as hypertension, diabetes, weight-management etc. are frequently organized. Launched in 2006, the first pharmacy reward program as a points accumulation and gift redemption card with Malaysias premier multi-party loyalty program BonusLink, enabled Caring to establish closer contact with their regular clients. External and Internal Analysis (Caring) External Internal Threats Economic slowdown Too focused on domestic/localization growth Weaknesses Retracted consumer spending Increased rivalry between competitors Opportunities Change in consumers spending pattern Good corporate core value: pharmacist service for all consumer segments Strength 3.0 Marketing Strategies 3.0 Strategic Recommendation For the Retail Pharmacy Industry Global economy remained sluggish in 2009, likewise in Malaysia. Even though consumer spending has retracted in Malaysia, where healthcare is concerned, consumers are still spending. Retail pharmacy registered an increment in sales of 0.2% for 2009 against 2008 Figure 3.0. 3.1 Marketing Mix Strategy Target consumers Promotion mix Sales promotion Advertising Sales force Public relations Direct online marketing Offer mix Product Services Prices Adapted from Marketing: An Introduction from an Asian Perspective ( Kotler et al. 2006) 3.2 Target Consumers : Population Demographic Outlook and Lifestyle Trend According to United Nations Department of Economic and Social Affairs, in 2007 Malaysias population was just over 27 million and by 2015 it will be more than 30.7 million. In addition, nearly 60% of Malaysian is below the age of 30 in 2007 (Euromonitor 2010). Needs and wants of consumers changes with age. Marketers must use different marketing approaches for different age and life-cycle groups. The mature segment of the population in Malaysia, are usually relatively established in terms of financial, family and home and more aware of their health status. Marketers needs to woo this segment consumer by employing positive images and appeals. This segment will be the key buyers of medical and health-related products and services, including pharmaceuticals and OTC drugs, vitamins and dietary supplements, health drinks and medical equipment. While there will be new emphasis on products for mature consumers, younger consumers will still remain a potent force since they made up half the population in Malaysia by 2015. They are more savvy, health conscious and more willing to try new products thus exercising significant purchasing power and driving continuing demand for the wide range of youth oriented products. Hence, this will spur demand for core healthcare products and influence sales in tangential sectors such as food and beverages, and healthcare services. 3.3 Offer Mix : Product Portfolio Adjustment and Pricing Tactic 3.3.1 Product Portfolio Adjustment Consumers remained largely loyal to established brands mainly because these brands are trusted names that consumers used to purchase or are just comfortable with its effectiveness. Coupled with strict registration requirements in Malaysia for all medicines, either branded or generics, in-house brand is unlikely to perform well in certain healthcare lines such as oral analgesics, cough, cold and allergy but may do well in other health product category. For example, in-house brand such as wound care, vitamin and supplements are projected to grow due to regional disease outbreak and economic slowdown. As living costs, including healthcare costs increases, consumers will be more adventurous to try out economical in-house brand products and self-medicate. Using the pull and push marketing strategy, potential consumers will come to understand the helpfulness of vitamins and dietary supplements as preventative measures against environment, diet, importance of taking balance nutrition and age-related ailments such as joint and back pain, immune systems, osteoporosis etc. Personal selling and sales promotion will be expected to heightened awareness of in-house brand products. Marketers need to expand their consumer healthcare product ranges in order to maintain competitive in the market. Figure 4.0 shows that in-house brand product line will continue to grow. Therefore, marketers should focus on marketing in-house brand products such as topical analgesics, antipruritics, other wound treatments, vitamins and dietary supplements, that enjoy strong demand. 3.3.2 Pricing Tactic Consumers will be shopping around for the best deals. It is not necessary for retailers to cut list prices, but may offer more short termed price promotions, lower quantity threshold discounts, provide credit to long-standing customers, and more aggressively price smaller pack sizes. In tough times, price cuts attract more consumer support than promotions such as mail in offers and sweepstakes. 3.4 Promotion Mix : Conventional Advertising and Online Marketing 3.4.1 Conventional Advertising Despite the growth of electronic communications, printed newsletter and television still play an important role in Malaysians daily life and their pursuit of information and entertainment. As shown in Figure 5.0, printed adspend dominated 54% followed by television adspend at 37% of the total adspend respectively for the year 2009. Major newspapers include three English-language dailies, two Malay-language dailies, five Chinese-language dailies, and two Tamil-language dailies. The Malaysian has a wide range of magazines covering lifestyle, fashion, business, and special interest topics such as fishing, motoring, health and wellness and childcare. Magazines in Malaysia are usually published on a fortnight or monthly basis and are available via subscription, at retail outlets, convenience shops and small grocery stores. Although there seems to be a slight plateau Figure 6.0, conventional printed media will still be the medium of choice currently to disseminate promotional information for pharmacy retailers. 3.4.2 Online Marketing The internet has had a significant impact on Malaysia over the past several years. The number of internet users grew from nearly five million users in 2000 to more than 12 million users in 2007, reflecting growth of 144%. Just as significantly, the household penetration rate of personal computers in Malaysia increased from 13.5% in 1995 to 34.7% in 2007. Tethered with such growth, online adspend recorded 72% spike growth from 2007-2009, and is expected to continue capturing readership share at the expense of printed media, in-line with household penetration rate of internet enabled computers increases in Malaysia. Mobile advertising will be in vogue as internet handheld devices gains market penetration, particularly among the younger population. Advertising platforms such as Apples iAd is a prime example of cutting-edge mobile advertising where advertisements are not just informative but interactive as well. Advertisements of this kind, can be updated real time by retailers with short-term sales promotion similar to Malaysia Airlines lunch-hour flight deals or provide interactive online shopping experience, will revolutionize conventional concept of promotional advertising. Pharmacy retailers can tap into this market and formulate marketing plans unique to loyal mobile shoppers. Conventional in-store consumers are bombarded with too much product information creating confusion thus delaying purchases. Retailers and manufacturers should collaborate to satisfy consumers needs such as using attractive colors and creating simplistic product packaging to facilitate consumers search for healthcare products. Hence, online advertising and internet retailing is expected to increase. This will have an impact on how retailers attempt to reach Malaysian consumers and, in a less significant but growing way, on how Malaysians shop. 4.0 Conclusion Consumers in Malaysia are changing their healthcare shopping behavior in various ways. While many opted for other more economical retailers, there are some who remained loyal to their preferred retailers. They are more comfortable in seeking out deals and using coupons, and will purchase both in-house brands or branded products whichever provides the best value. Definition of value is also changing. Previously, value is often perceived as quality and options, but now this is synonymous with price, value will mean that consumers get what they want at the best possible price. Pharmacy retailers can capitalize on consumers needs by providing increased personalized marketing and shopping experience. Consumers are also seen shifting towards meaningful and unique shopping experience, particularly in purchasing healthcare items. 4.1 Consumer In Charge Consumers know what they want and many will go the distance in search of the best offers; some consumers, due to their lifestyle fluidity simply require products that satisfy their needs. By giving consumers multiple product choices at different price and benefit levels, brands especially in-house brand, can be capitalized by using different marketing strategies to make them to stand out from the crowd. Mobile shopping, will be the next frontier for retailers to venture into as on-the-go consumers will emphasize on shopping convenience and speed of transactions. 4.2 Retailers Diversity and Rebrand to Stay Relevant Pharmacy retailers diversifying into in-house product line need to factor in consumers shopping preference on established branded healthcare products when formulating in-house product marketing plans. Many consumers maintained loyalty to established brands due to familiarity to a product or confident with its effectiveness. New and improve in-house product lines with convenience in mind such as topical analgesics and sachet digestive remedies, will appeal to consumers particularly the younger customers. Retailers may need to revamp certain product lines with new design, improve in-house brand offers and promote them with a compelling ad-campaign, to appeal to target consumers. 4.3 Future of Retail Pharmacy in Malaysia Retail pharmacy landscape is shifting largely attributed to economic changes, the growth of online retailing and more recently mobile commerce. With increasing use of smart handheld devices in Malaysia, mobile advertising and commerce is projected to grow substantially. Retailers will have to employ a multi-channel marketing approach. Online retailing will provide a platform for retailers to disseminate unique and targeted product offers for consumers to research, plan their shopping trips and ultimately attract consumers into stores. Consumers will also look for premium service coupled with simplified shopping experience in terms of product availability and ease of locating the products. Now more than ever, consumers are becoming more sophisticated and informed in making choices.They desire to know the origin of the product, what they are made of and how their lives can be improved with them. In general, future consumer wants a simplified, personalized and meaningful shopping experi ence with a focus on value. In summation, regardless of the organization size and retail focus, marketers must have the foresight to recognize change and take advantage of it by shifting its resources in line with market trends.

Death Of A Salesman ~ Arthur Miller Act One 1. How does Arthur Miller :: English Literature

Death Of A Salesman ~ Arthur Miller Act One 1. How does Arthur Miller first present Willy Loman to the audience? Willy is first presented to the audience as an olden and exhausted man; this is portrayed through the 'word sigh' described in the scene description as he places his two large suitcases down. The audience then hears of his traumatic and slow drive home as he realises his daydreams are affecting his driving. Miller presents him here as not only an olden and exhausted man but also a confused man as well: Willy: "I'm tired to the death I could not make it. I just could not make it, Linda." Willy immediately prompts our compassion as the audience see him as both mentally and physically exhausted. 2. How does Miller begin to present the relationship between Willy and Biff? The first indication, which the audience hear of Biff, is by one of Willy's first lines: Willy: "Did Biff say anything after I went this morning?" This portrays his unease with the situation, which he left the house in. We then discover the reason for this argument as Linda pronounces: Linda: "You should not have criticized him, Willy, especially after her just got off the train." This criticism is further explained, as it appears that Willy is somewhat disappointed in Biff and wants better for him. The audience however soon become perplexed as Willy calls biff "a lazy bum" however very soon after he changes his opinion totally by contradicting himself as he says: Willy: "There's one thing about Biff - he's not lazy." Later Willy even says (about Biff) Willy: "He could be big in no time." It appears that the more Linda attempts to excuse Biff the angrier Willy gets. It also is apparent that on reminiscing about a bad point Willy switches his thoughts to his happier and relaxed past, this is only however as he sees it and the audience get many impressions on whether it is the entire truth or not. Miller is here presenting the relationship between Biff and Willy to be a complex relationship, which it appears, not even Willy himself understands. 3. How does Miller present Willy's two sons, Biff and Happy? What contradictions and questions are raised in the minds of the audience by this scene? The first presentation made of Biff and Happy is their reaction regarding their father's premature homecoming and strange behaviour as Happy soon worries: Biff: "Jesus, maybe he's smashed up the car again! Throughout this scene in Biff and Happy's bedroom many contradictions and questions are raised in the minds of the audience, the main question asked refers back to the previous scene as the audience

Euthanasia Essay -- Philosophy, Immanuel Kant

Euthanasia is an action that result in the death of a person. There are four types of euthanasia, such as voluntary active euthanasia, nonvoluntary active euthanasia, voluntary passive euthanasia, and nonvoluntary passive euthanasia. Among the four types of euthanasia, voluntary active euthanasia or VAE is the most controversial ethical issue in the United States. It is the killing of a competent patient who decided to end his/her suffering by ending his/her life with the help of the physician. VAE is illegal in the Unites States; however, it is morally just. Voluntary active euthanasia is legitimately moral on the basis of Immanuel Kant’s human dignity, the utilitarian’s Greatest Happiness Principle, and James Rachel’s view of active euthanasia. According to Immanuel Kant, a person has dignity that makes him autonomous. Thus, the decision of the autonomous patient to die has intrinsic value. Because patients are rational agent, they are able to make their own decision based on reason. A rational patient will reason that if continued existence is full of suffering and no-hope for better well-being, therefore, the best option is to discontinue his/her life to save him/herself from that future condition. It is the patient’s approach to manage his/her own life. Dan W. Brock is right in his article â€Å"Voluntary Active Euthanasia† when he said that, â€Å"self-determination [or autonomy] has fundamental value†¦ [because]†¦ individual [can] control the manner, circumstances, and timing of their dying and death† (75). The dignity of the patient lies in their â€Å"capacity to direct their lives† (Brock 75). According to Stephen G. Potts, a patient might seek euthanasia for the benefits of other people (79). In his argument against VAE, the p... ...uffer. The voluntary active euthanasia is legitimately moral. It is morally right for a person to seek euthanasia because it is their freedom or autonomy to control their own lives. It ends the suffering of the patient without harming other people. Furthermore, it prevents the person to suffer by giving him/her lethal injection or medication that prevents a person to die slowly with pain. On the other hand, the arguments against euthanasia are not sound. A thorough assessment will protect patient who request euthanasia for the benefits of others. A patient who seek for euthanasia does not use him/herself as means, but as ends to respect his/her own humanity. Furthermore, God as a benevolent will not allow a person to suffer which endorse the purpose of euthanasia – to end suffering. Therefore, voluntary active euthanasia should be legalized in the United States. Euthanasia Essay -- Philosophy, Immanuel Kant Euthanasia is an action that result in the death of a person. There are four types of euthanasia, such as voluntary active euthanasia, nonvoluntary active euthanasia, voluntary passive euthanasia, and nonvoluntary passive euthanasia. Among the four types of euthanasia, voluntary active euthanasia or VAE is the most controversial ethical issue in the United States. It is the killing of a competent patient who decided to end his/her suffering by ending his/her life with the help of the physician. VAE is illegal in the Unites States; however, it is morally just. Voluntary active euthanasia is legitimately moral on the basis of Immanuel Kant’s human dignity, the utilitarian’s Greatest Happiness Principle, and James Rachel’s view of active euthanasia. According to Immanuel Kant, a person has dignity that makes him autonomous. Thus, the decision of the autonomous patient to die has intrinsic value. Because patients are rational agent, they are able to make their own decision based on reason. A rational patient will reason that if continued existence is full of suffering and no-hope for better well-being, therefore, the best option is to discontinue his/her life to save him/herself from that future condition. It is the patient’s approach to manage his/her own life. Dan W. Brock is right in his article â€Å"Voluntary Active Euthanasia† when he said that, â€Å"self-determination [or autonomy] has fundamental value†¦ [because]†¦ individual [can] control the manner, circumstances, and timing of their dying and death† (75). The dignity of the patient lies in their â€Å"capacity to direct their lives† (Brock 75). According to Stephen G. Potts, a patient might seek euthanasia for the benefits of other people (79). In his argument against VAE, the p... ...uffer. The voluntary active euthanasia is legitimately moral. It is morally right for a person to seek euthanasia because it is their freedom or autonomy to control their own lives. It ends the suffering of the patient without harming other people. Furthermore, it prevents the person to suffer by giving him/her lethal injection or medication that prevents a person to die slowly with pain. On the other hand, the arguments against euthanasia are not sound. A thorough assessment will protect patient who request euthanasia for the benefits of others. A patient who seek for euthanasia does not use him/herself as means, but as ends to respect his/her own humanity. Furthermore, God as a benevolent will not allow a person to suffer which endorse the purpose of euthanasia – to end suffering. Therefore, voluntary active euthanasia should be legalized in the United States.

The Theme of Love in Poetry Essay -- Love Poetry Poems Robert Browning

The Theme of Love in Poetry I have chosen to compare four poems, the first one is 'Porphyrias Lover'. It is written by Robert Browning who died in 1889. The second poem, 'My Last Duchess', is also by Robert Browning. Browning was a great poet in the Victorian age and married Elizabeth Barratt. The third poem is called 'First Love'. It is written by John Clare (1793-1864). The final poem is 'Ballad'. It is an anonymous poem as no-one knows who wrote ballads. This is because they are word of mouth and are passed down through many generations going through minor changes each time and therefore by the end they become a completely different poem to the one in the beginning. The three poets write about the same theme but, as expected, have many differences and similarities with each other in their writing techniques. Obviously, the two poems by Robert Browning will be very similiar to each other. 'Porphyrias Lover' and 'My Last Duchess are both written from a mans point of view . This shows that Browning has used the same approach to both of the poems. Maybe he wants to make a point of men not always being listened to and so writes both poems with a biased interpretation of the event. 'Porphyrias Lover' is about a girl named Porphyria who seduces a man who is possesive and undoubtedly insane. Some of the techniques included in Porphyria's Lover are Pathetic Fallacy, endstopped lines, personification, metaphors and en jambement. The poem begins using pathetic fallacy (the weather and atmosphere outside reflect the girls feelings) and personification of the wind, 'The sullen wind was soon awake', to set the scene. Straight away we feel edgy around this man because he says, 'I listened with heart fit to ... ...ou are in one of the characters positions and that you understand exactly how they feel. En jambement gives a sense of disorder. It becomes too regular if only endstopped lines are used in the poem although it does control difficult explanations. The obvious difference between all the poems, is the structure and regular rhythm and rhyme patterns. Porphyria's Lover is constructed using alternate rhyming lines with roughly eight syllables to each line whereas My Last Duchess is written in rhyming couplets with ten syllables to each line. As these patterns are even, they create a sense of balance and control within the poem, especially if the lines are endstopped. If on the otherhand, there is en jambement present, the poem is still effective and probably even more so because it adds a bit of life and irregularity instead of the constant even beat.

Maternal Stress and the Effects of Childhood Development Essay

In conducting my research on developmental studies, I had the chance to review many academic journals with many different studies. I chose to read, â€Å"The Role of Prenatal Maternal Stress in Child Development,† by Janet A.DiPietro in the, Current Directions in Psychological Science journal. The title of the study itself does identify the independent and dependent variable. The independent variable is the effect of stress, and the dependent variable is the child’s development. In reading the introduction, I learned that throughout history people have thought that the emotions and experiences of a pregnant woman impinge on her developing fetus. (DiPietro, 2004) I also learned that there are no direct neural connections between the mother and fetus. (DiPietro, 2004) The journal went on to describe the physiological processes involved in mother to fetus bio-chemical and hormonal functions. The main studies used in determining theoretical explanations throughout history, have been in animal studies. According to DiPietro (2004), â€Å"the most compelling evidence between maternal physiological functioning and later development in offspring is found in animal studies.† (p. 1). The hypothesis of this study suggests that maternal stressors are more far-reaching on child behavior than previously suspected. (DiPietro, 2004). The main way that this hypothesis has been studied is by utilizing animal research. In a series of studies done with rhesus monkeys, when the mothers were exposed to loud noises throughout pregnancy, the offspring showed delayed motor development and reduced attention. (DiPietro, 2004) It does seem that most of the studies conducted on animals have reported negative consequences. Although reports of either no effects or beneficial ones make it clear that much is left to be learned about the specific characteristics of stressors that either accelerate or retard development. (DiPietro, 2004) The subjects used in the methods section were humans. Although, according to the article, this is difficult to study in the human because of the physiological differences during the pregnancies of the different species, and the fact that researchers are unable to control events that transpire after birth in humans. (DiPietro, 2004) Therefore, there are no graphs, charts or statistical measures seen in this article. There were several methods used to analyze the data in this article. One was the survey. Surveys were done with mothers who had witnessed a catastrophic even such as the World Trade Center disaster, or an earthquake. Although the study was able to show that the mother was indeed stressed during pregnancy, there was no study conducted on the outcome of the child. (DiPietro, 2004) Another method had mothers report about their stress incurred during pregnancy, and then an observer and not a parent rated the infant’s behavior. The article suggests that even the resulting information in this study may be skewed, because the studies relied on the Mother’s reports of their children’s problems. It finally became apparent through this study that the only way for the researchers to examine the effects of stressors on the fetus was to subject women to a non-invasive stressor and then measure fetal response. (DiPietro, 2004) They gave these women a standardized test called the, Stroop Color-Word Test. (DiPietro, 2004) The test caused the women to feel cognitively challenged, therefore inducing increased physiological responses in mother, but interestingly, not in the fetus. Fetal motor activity was actually suppressed, according to the study. (DiPietro, 2004) The final results of the study showed that higher maternal anxiety midway through pregnancy were strongly associated with better motor and mental development scores on the Bayley Scales of Infant Development. (DiPietro, 2004) Interestingly, the research conducted on humans, showed that the effects on the developing child are opposite of the effects on animals. The article ends with this statement, â€Å" Too much or too little stress may impede development, but a moderate level may be formative or optimal. It seems that there is really too little research on this area of study to come to a conclusion. I found this study to be very interesting and relevant to today’s issues within society, and especially the question of nature versus nurture. It makes me think about children who are displaying such violent behaviors such as shooting their classmates and parents. It makes me ask the question of what was going on in the mother’s environment during pregnancy? Did she have an easy, stress free, supported pregnancy, or was there fighting and unrest during the pregnancy? Could factors such as these affect the child and develop into what we label as sociopathic? It would be interesting to conduct a study of pregnant women in a prison setting versus pregnant women in an ideal pregnancy situation, and to study the offspring from birth to five years old. Would the affects of the pregnant woman in prison create certain developmental issues in the children? Does it even matter? These questions and many more within the psychology realm are what make this a fascinating discipline to study. It truly is the nature of ourselves that we get to ask questions about, and find the deeper, hidden meanings. References DiPietro, J. A. (2004, April). The role of prenatal maternal stress in child development. Current Directions in Psychological Science, 13(2), 71-74. Retrieved from http://www.jstor.org/stable/20182913

Imprint of Italian and Irish Americans on the American Culture Essay

On July 4th 1776, Congress adopted the Declaration of Independence. Carefully written on this scribe and on the foundation of this nation are the unalienable rights to â€Å"Life, Liberty and the pursuit of Happiness.† (Declaration of Independence, n.d.) While some of the values and ideas of this document come from America’s motherland, England, the promised rights to the free world are shared by no other nation. For this reason, The American Dream is dreamt not only by natural born citizens of this nation, but by many people all around the world. Over twelve million immigrants during the late 1800s and early 1900s passed through Ellis Island, the first federal immigrant inspection station of the free world. Of the newcomers, a portion of them consisted of Italian Americans and Irish Americans. Throughout history, these groups have contributed to what is termed multiculturalism. Being the minority, these two groups have also experienced power-conflicts through their quests of assimilation. The two ethnic groups faced many challenges that helped create what is believed to be the melting pot to many ethnicities and racial groups. For The Journey While the American Dream is a common value, the aspirations of the idea come from different motives. In Italy, a strong, and unfair class structure created such severe conditions that led to 1/3 of the nation’s population to immigrate to the new world. While the majority of this fraction came permanently for a new life, some came temporarily to make enough money to return to Italy and buy land. Simply owning land in Italy automatically escalated Italians within the class structure. Many Italian Americans settled in Chicago Illinois, one of the largest growing cities in America at the time. Chicago offered much opportunity for work, as it was the ideal producer of steel and aider to America’s industrial growth. Back in Ireland,  the Irish had much more to deal with than just a harsh class structure. Under English rule, Irish religious practices were repressed along with many other basic freedoms the Irish came to experience in America. A poor economic situation due to chaos of rebellious battles led to much of Ireland’s population living an unsanitary lifestyle in mud huts well into the late 1800s. These living conditions led to diseases of more than half the population. When the Irish Americans first settled in Boston, they lived crammed into small, single-home houses with at least a couple more families. Many shared cellar, attic, and crawl spaces for living quarters (Youtube, 2011). Overall Assimilation Assimilation in reference to the Italians and the Irish is much more complex and has become an identity reference in itself. Being the weak minority has demanded the Italians and Irish to accept and disregard many of their own practices to satisfy the dominate. Unlike the Irish, many Italians did not stick together, but lived spread-out and separated from others. In fact, some tensions developed between some Italians groups based on what streets and neighborhood they lived on and in. Inside conflicts like this led to outside conflicts as Americans began to depict Italian Americans as a dark and devious group within press. Italian Americans worked hard to reverse this depiction and to adhere to the dominate rule of society. When Mussolini began to restore Italy to what many people believed that to the equivalent of the Roman Empire eras, Italian Americans felt sense of pride. Mussolini knowing that he needed the approval of Italians worked hard to earn their respect. The world viewed Mussolini as a strong leader, and this view reflected off of the proud Italian Americans. However, when Mussolini declared war on the U.S. by joining forces with other fascist leaders, Italian Americans began to receive much ridicule from the dominate social class again. Meanwhile, Irish Americans needed little effort to complete the process of assimilation. Having many of the same physical characteristics as the dominate groups of America, made it easier to focus on progression up the social ladder. The first generation, while working factory jobs like the Italian Americans, led a more togetherness of a lifestyle with one another in their group, which created a better support system. The support system created a stronger group and led to management positions. The second  generation focused heavily on education as much as the dominate class did. Higher education led to political offices within just the third generation of Irish Americans, which led to the Irish becoming part of the dominate group in America. A great example of this would be the Kennedy Family. Power-Conflicts Predicted to be the minority by the middle of the 21st century, the dominate white has been accused of trying to oppress the minority through tactics summarized by power-conflict theories. (Feagin & Feagin, 2011). When the Italians and Irish first immigrated to America, the first jobs they assumed were factory and railroad jobs. Running these factories were members of the dominate class. It is commonly believed that money is the result of success in America, just as the sum of money and success are equal to power. The contrast between the dominate and the minority was very much defined as there was not much of a middle class. It was without effort for the dominate factory runners and railroad heads to pay the minority the minimum for the dangerous work they provided, after all, the only thing factory workers had to provide was their labor while factory runners had the product of the factories. For a long time this was a recurring issue in terms of power-conflicts. This issue created so much unrest until the two groups gained support from within their own groups to develop labor unions. Multiculturalism Multiculturalism is a term that to this day produces many unsettled feelings of both unrest and excitement. America, regarded as the Melting Pot of many cultures is not even a fully multicultural nation, as this country has taken almost three hundred years to see the first African American president. While the Italians and the Irish have worked hard to assimilate to the ways of this nation, they have also brought their culture onto this nation as well. Christopher Columbus day is proudly recognized by Italians as he was always considered the son of Italy. His finding of the new world has been an amazing accomplishment for the Italians. When the Italians finally had a voice in congress, they pushed to make the day a federal holiday (Youtube, 2011). Meanwhile, the strong religion practice as Catholics has also prompted holidays in favor of the Irish, such as St. Patrick’s Day. Without  the push by these groups to recognize these days, America may have not done so otherwise. It is important that days that attribute much to other cultures be recognized by America to promote multiculturalism. For example another federal holiday that reminds America of equal rights among equal groups is Martin Luther King Day. Conclusion In the late 1800s and early 1900s Italian and Irish Americans came to American to take advantage of the opportunities. The Italians settled primarily in Chicago, while the Irish settled in Boston. The two groups worked hard to assimilate through the trials and tribulations of power-conflicts and the everlasting multiculturalism. While the groups assimilated well by becoming an American version of their ethnicity, they also left an imprint on the overall culture of America. When both groups achieved political offices, days that were influential to their groups became federal holidays. References Declatation of Independence. (n.d.). Retrieved from http://www.archives.gov/exhibits/charter/declatation_transcript.html Feagin, J. R., & Feagin, C. B. (2011). Racial and Ethnic Relations (9th ed.). New York, NY: Prentice Hall. Library of Congress. (2014, May). Immigration†¦Irish. Retrieved from http://www.loc.gov/teachers/classroommaterials/presentationssandactivities/presentations/immigration/irish6.html Youtube. (2011, December). And they Came to Chicago: The Italian American Legacy. Retrieved from http://www.youtube.com/watch?v=vqeikaWQCyo Youtube. (2011, July). The Irish in America Part 1. Retrieved from http://www.youtube.com/watch?v=r0sZ_jWcyl