Equivalence in Translation Essay Example for Free

Equivalence in Translation Essay Professionally, however, the term translation is | |confined to the written, and the term interpretation to the spoken (Newmark, 1991: 35). If confined to a written language, translation is a | |cover term with three distinguishable meanings: 1) translating, the process (to translate; the activity rather than the tangible object), 2)| |a translation: the product of the process of translating (e. g. the translated text), and 3) translation: the abstract concept which | |encompasses both the process of translating and the product of that process Bell (1991: 13). The term translation used and discussed | |throughout this paper is confined to the written language, and refers to both the product and process of translating. | | | |The definitions of translation suggested above imply that producing the same meaning or message in the target language text as intended by | |the original author is the main objective of a translator. This notion of sameness is often understood as an equivalence relation between | |the source and target texts. This equivalence relation is generally considered the most salient feature of a quality translation. | | | |2. Problems of Equivalence | | | |The principle that a translation should have an equivalence relation with the source language text is problematic. There are three main | |reasons why an exact equivalence or effect is difficult to achieve. Firstly, it is impossible for a text to have constant interpretations | |even for the same person on two occasions (Hervey, Higgins and Haywood (1995: 14). According to these translation scholars: | | | |before one could objectively assess textual effects, one would need to have recourse to a fairly detailed and exact theory of psychological | |effect, a theory capable, among other things, of giving an account of the aesthetic sensations that are often paramount in response to a | |text (Hervey, Higgins and Haywood (1995: 14). | | | |Secondly, translation is a matter of subjective interpretation of translators of the source language text. Thus, producing an objective | |effect on the target text readers, which is the same as that on the source text readers is an unrealistic expectation. Thirdly, it may not | |be possible for translators to determine how audiences responded to the source text when it was first produced (ibid, p. 14). Miao (2000) | |gives a specific example of the impossibility of the equivalence relation: | | | |If an original was written centuries ago and the language of the original is difficult to comprehend for modern readers, then a simplified | |translation may well have greater impact on its readers that the original had on the readers in the source culture. No translator would | |hinder the readers comprehension by using absolute expressions in order to achieve equivalent effect (Miao, 2000: 202) | | | |Because the target text can never be equivalent to the source text at all levels, researchers have distinguished different types of | |equivalence (Lauscher, 2000: 151). Nida (1964) suggests formal and dynamic or functional equivalence. Formal equivalence focuses attention | |on the message itself, in both form and content. It requires that the message in the target language should match as closely as possible the| |different elements in the source language (p.159). Dynamic equivalence is based on the principle of equivalent effect, where the | |relationship between the receptor and message should be substantially the same as that which existed between the original receptors and the | |message (p. 159). Newmark (1981) makes a distinction between communicative and semantic translation. Like Nidas dynamic equivalence, | |communicative translation also tries to create the effect on the target text reader which is the same as that received by readers of the | |source language text. Koller (1997) proposes denotative, connotative, pragmatic, textual, formal and aesthetic equivalence. Munday (2001) | |describes these five different types of equivalence as follows: | |1. Denotative equivalence is related to equivalence of the extralinguistic content of a text. | |2. Connotative equivalence is related to the lexical choices, especially between near-synonyms. | |3. Text-normative equivalence is related to text types, with texts behaving in different ways. | |4. Pragmatic equivalence, or communicative equivalence, is oriented towards the receiver of the text or message. | |5. Formal equivalence is related to the form and aesthetics of the text, includes word plays and the individual stylistic features of the | |source text (p. 47). | | | |Baker (1992) classifies various problems of equivalence in translation and suggests some strategies to deal with them. Adopting a bottom-up | |approach, she begins with simple words and phrases and continues with grammatical, textual and pragmatic equivalences. | | | |3. Strategies to solve problems of equivalence | | | |As has been mentioned above, problems of equivalence occur at various levels, ranging from word to textual level. The equivalence problems | |emerge due to semantic, socio-cultural, and grammatical differences between the source language and the target language. These three areas | |of equivalence problems are intertwined with one another. The meaning(s) that a word refers to are culturally bound, and in most cases the | |meaning(s) of a word can only be understood through its context of use. | | | |Due to semantic, socio-cultural, grammatical differences between the source language and the target language, loss and addition of | |information in translation cannot be avoided. Basnett-McGuire (1991) states that once the principle is accepted that sameness cannot exist | |between the two languages, it is possible to approach the question of loss and gain in the translation process (p. 30). Bell (1991: 6) | |suggests a similar point that something is always lost or, one might suggest, gained in the process, and according to Nida (1975), all | |types of translation involve 1) loss of information, 2) addition of information, and /or 3) skewing of information (p. 27). To conform to | |the stylistic demands and grammatical conventions of the target language, structural adjustment in translation is inevitably needed. These | |possibilities are expanded below. | | | |3. 1 Addition of information | | | |Information which is not present in the source language text may be added to the target language text. According to Newmark (1988: 91), | |information added to the translation is normally cultural (accounting for the differences between SL and TL culture), technical (relating to| |the topic), or linguistic (explaining wayward use of words). The additional information may be put in the text (i. e. by putting it in | |brackets) or out of the text (i.e. by using a footnote or annotation). Such additional information is regarded as an extra explanation of | |culture-specific concepts (Baker, 1992) and is obligatory specification for comprehension purposes. Native speakers of Batak Tapanuli | |language (the native language of Batak community in North Sumatra), for example, have the word marhusip which literally means to whisper. | |If the word marhusip is used in the context of discussing marriage within the community in question, its meaning is more than to whisper. | |It refers specifically to a situation where family members of the bride meet family members of the groom to talk about the dowry. In the | |meeting, family members of the bride whisper with one another while deciding the amount of dowry they ask from the groom. Family members of | |the groom also do they same thing while deciding whether to accept or reject it. In this context, the word marhusip may be translated into | |to whisper, but additional information to clarify the meaning of marhusip is needed to help target readers understand its underlying | |concept. | | | |Addition of information for specification purposes is also required if ambiguity occurs in the receptor language formation and if the fact | |that greater specificity may be required so as to avoid misleading reference (Nida, 1964: 227). It would be misleading, for example, if the| |word men in Tannen is an apologist for men is translated into para pria in Indonesian. The reason is that it does not actually refer to men | |in general but to American men in particular, who became the focus of Tannens study on male-female interactions. It can be argued that | |translators should add the word Amerika to the Indonesian version to avoid ambiguity or to avoid a misleading interpretation of the outcomes| |of the study by Indonesian readers (Nababan, 2003). | | | |Amplification from implicit to explicit status is another factor that requires additions. In relation to this, Nida (1964) states that | |important semantic elements carried implicitly in the source language may require explicit identification in the receptor language (p. | |227). In a given context, the meaning of the sentence, This rule is to round to the nearest even number, is implicitly stated and can easily| |be understood by readers of the original text (See Nababan, 1989 and 1999) If translated into Indonesian, an addition of information of | |suatu angka yang berada pada dua batas kategori (a number lying between two categories) and alteration of word class (the active verb | |membulatkan into the passive verb dibulatkan) are required to achieve grammaticality and produce an explicit meaning for Indonesian readers. | |It is by convention the Indonesian transitive verb membulatkan, as the equivalence of to round, needs an object. In such case, that sentence| |should be rendered into: | | | |Target sentence: | |Menurut aturan pembulatan ini, suatu angka yang berada pada batas dua kategori dibulatkan ke angka genap terdekat. | | | |Back-translation: | |According to the rule, a number lying between two categories is rounded to the nearest even number. | | | |Addition of information may also be required due to the shift of voice and the alteration of word classes to avoid misinterpretation (Nida, | |1964: 227). The word cut in I cut my finger is an active voice. If translated into Indonesian, the word class should be changed into a | |passive one, tersayat (was cut) and the addition of oleh pisau (with knife) is needed if a native speaker of Indonesian means that he or she| |did it by accident. There are also cases where two languages use a different class of words and a different level of utterances to denote | |the same meaning. The adjective adjustable in I have an adjustable chair is changed or translated into an adjective clause yang dapat | |disetel (which can be adjusted) in which the addition of yang (which) is obligatory to achieve grammaticality. | | | |3. 2 Deletion of information | | | |Baker (1992: 40) refers to deletion as omission of a lexical item due to grammatical or semantic patterns of the receptor language (Baker,| |1992: 40). She states further that | | | |this strategy may sound rather drastic, but in fact it does no harm to omit translating a word or expression in some contexts. If the | |meaning conveyed by a particular item or expression is not vital enough to the development of the text to justify distracting the reader | |with lengthy explanations, translators can and often do simply omit translating the word or expression in question (Baker, 1992: 40). | | | |There are cases where omission is required to avoid redundancy and awkwardness (Nida, 1964: 228) and this strategy is particularly applied | |if the source language tends be a redundant language. The category of plural in English is both morphologically conditioned (e.g. | |child/children, mouse/mice), and phonologically conditioned (e. g. book/books, box/boxes, pen/pens). In some circumstances, a plural noun is | |also preceded by a determiner showing plurality (some books, three pens). If the double expression of such category is reflected in | |Indonesian, redundancy will occur. It is by convention that the category of plural in Indonesian is lexically formed by repetition of the | |noun buku-buku (book-book) or by adding a noun quantifier such as beberapa (some) or tiga (three). Once a given noun is in the plural form, | |the quantifier has to be deleted. On the other hand, once there exists a quantifier denoting plurality, the noun in question should be in | |the singular form or the repetition of the noun should be avoided. | | | |As implicitly stated by Baker (1992: 40) above, deletion may also refer to pieces of content rather than restructuring for grammatical | |purposes. Such a deletion of expressions or information is debatable in relation to the translation of academic texts, however. Anyone who | |writes an academic text, for example, will not include unimportant information in his or her writing. Similarly, anyone who reads such a | |text should consider that all information in the text is important. Translators are not an exception; they should read the text as the | |original reader or a non-translator reader reads it. That is to say that this notion of information deletion should not be used as an | |excuse to hide the inability of translators to understand and transfer message of the original text. | | | |3. 3. Structural adjustment | | | |Structural adjustment is another important strategy for achieving equivalence. Structural adjustment which is also called shift (see | |Catford, 1965) or transposition (see Vinay and Darbellnet, 1977) or alteration (see Newmark, 1988) refers to a change in the grammar from SL| |to TL (Newmark, 1988: 85). Similarly, Bell (1991: 6) states that to shift from one language to another is, by definition, to alter the | |forms. The alteration of form may mean changes of categories, word classes, and word orders. Structural adjustment, according to Nida (1964:| |226), has various purposes, including: 1) to permit adjustment of the form of the message to the requirements of structure of the receptor | |language, 2) to produce semantically equivalent structures, 3) to provide equivalent stylistic appropriateness, and 4) to carry an | |equivalent communication load. | | | |Newmark (1988: 85-87) divides the shift of forms into four types. One type of shift is the change from singular to plural or in the position| |of adjective. The position of an adjective in English, for example, may occur before a noun (i.e. a difficult text) or before and after a | |noun (i. e. a difficult text available in the library). An adjective in Indonesian always comes before a noun. Therefore, a difficult text | |and a difficult text available in the library should be translated into sebuah teks sulit (a difficult text) and sebuah teks sulit yang | |tersedia di perpustakaan itu (a difficult text which is available in the library or a difficult text available in the library) respectively. | |A second type of shift is required when a SL grammatical structure does not exist in the TL. In English, for example, cohesive devices such | |as however and nevertheless may be put at the beginning or in the middle of a sentence. In Indonesian, such cohesive devices always occur at| |the beginning of a sentence. The third type of shift is the one where literal translation is grammatically possible but may not accord with | |natural usage in the TL. The English sentence The man to whom she is talking on the phone lives in Jakarta can be translated literally into | |Laki-laki kepada siapa dia sedang berbicara di telepon tinggal di Jakarta. This literal translation is accurate in content but doesnt sound| |Indonesian . To conform to natural usage in Indonesian, the structure of the sentence should be adjusted into Laki-laki yang sedang | |berbicara dengannya di telpon tinggal di Jakarta (The man who is talking to her on the phone lives in Jakarta). The fourth type of | |transposition is the replacement of a virtual lexical gap by a grammatical structure (see Newmark, 1988: 87). | |In addition to the types of alteration described above, alterations of word classes (i. e. shifts from one class of words to another or from | |word level to phrase or clause level) are also required due to grammatical differences between the source and target languages. The | |preposition with in I am married with three young girls is changed into a conjunction dan (and), and the verb mempunyai needs to be added in| |Indonesian. The prepositional phrase in red in The woman in red is my wife is altered into an adjective clause yang berbaju merah (who wears| |the red clothes). | | | | | |References | | | |Baker, M. 1992. In Other Words: A Coursebook on Translation. London: Sage Publication. | |Bell, R. T. 1991. Translation and Translating: Theory and Practice. London: Longman. | |Bassnett-McGuire, S. 1991. Translation Studies. New York: Methuen Co.Ltd. | |Catford, J. C. 1965. A Linguistic Theory of Translation. London: Longman. | |Hervey, S. , Higgins, I. , and Haywood, L. M. 1995. Thinking Spanish Translation: A Course in Translation Method: Spanish into English. | | London; New York: Routledge. | |Koller, W. 1995. â€Å"The concept of equivalence and the object of translation studies†. Target, 7 (2), 191-222. | |Miao, J. 2000. â€Å"The limitations of equivalent effect†. Perspectives: Studies in Translatology, Vol. 8. No. 3, 197-205. | |Munday, J. 2001. Introducing Translation Studies. London; New York: Routledge. | |Nababan, M. R. 2003. â€Å"Translation Processes, Practices and Products of Professional Indonesian Translators. Unpublished Ph. D. Thesis. Schools| |of Linguistics and Applied Language Studies, Victoria University of Wellington, New Zealand. | |_________. 1999. Teori Menerjemah Bahasa Inggris. Yogyakarta: Pustaka Pelajar. | |_________. 1989. â€Å"Analisis terjemahan buku Research Methods and Analysis: Searching for Relationship karya Michael H. Walizer dan Paul, W. | |Wienir ke dalam bahasa Indonesia oleh Sadiman dan Hutagaol†. Unpublished Thesis. Surakarta: Universitas Sebelas Maret. | |Newmark, P. 1991. About Translation. Great Britain: Longdunn Press, Ltd. | |__________. 1988. A Textbook of Translation. New York: Prentice-Hall International. | |__________. 1981. Approaches to Translation. Oxford: Pergamon Press | |Nida, E. 1975. Language Structure and Translation. Standford, California: Standford University Press. | |______. 1964. Towards a Science of Translating. Leiden: Brill. | |Vinay, J. P. and Darbelnet, J. 1965. Stylistique Comparee du Francois et de L’angalis. Paris: Didier. | http://www. proz. com/translation-articles/articles/2071/1/EQUIVALENCE-IN-TRANSLATION%3ASOME-PROBLEM-SOLVING-STRATEGIES

Foucaults Theory Of Power

Foucaults Theory Of Power The entire work of Michael Foucault is one of the most important and innovative theoretical productions of the 20th century. It has been characterized as complex, daring and often in conflict with the prevailing views of his time whereas it still rises, over twenty years after his death, many debates and controversies in the fields of philosophy and political theory (Zdoukou 2007). Hence, the theoretical framework of this research is based on his work. The piece of work that I analyze in this thesis is the theory of power. Drawing on this notion, I will investigate the implementation of the screening programmes not only as a quest for their necessity in order to reduce the cervical cancer incidence rates but also as a process of working on the self. Thus personal responsibility is created that deploys the discourse on self-care (Heyes 2006). In order to people adopt the personal responsibility, health education and promotion is essential. According to Foucault, power is developed around a principal axis which can be described as the analysis of objectification, forms of knowledge and power relations through which people in western societies become subjects and objects of knowledge and power. Starting from his book Discipline and punish, Foucault studies the disciplinary power and how the perception of imprisonment, for example in the Panopticon, under the disciplinary society has been established in the modern society. In the same book he proceeds to the most radical use of the concept of the body in which disciplinary power is instituted not only to control them but also to make them productive themselves. Through the continuous surveillance, the detailed collection, recording and classification of behaviors and tendencies a new subject established, the inmate. The inmate under the surveillance system is induced to watch over himself because he is offered the illusion that he is monitored. Thus in the theory of power, discipline and surveillance take place through the screening programmes which reflect the governance of the self and create subjected and practiced bodies. Contrary to anatomo-politics of the human body which was created in the 18th century, Foucault goes into a criticism and deals with the notion of bio-politics which isnt concentrated on the individual bodies, but on the management of the populations. Hence, the sum of these docile bodies in the society establishes the management of the popul ation (bio-politics) (Broer 2012). Thus, Foucault theory of power has set a main question that this research will investigate: what are the factors that influence the female populations decision on receiving the screening tests and ultimately become docile bodies? The development of the National Health Systems in the UK and Greece National Health Service (NHS) The United Kingdom is a sovereign state located in the north-west Europe. It includes the island of Great Britain, a north-east part of Iceland as well as smaller islands and it covers a population of almost 62.5 millions of people (Chang, et al. 2011) (Currie and Guah 2007). The UK provides a national health service to all permanent residents about 58 millions of people- which is free at the point of need and is paid out of general taxation (Chang, et al. 2011) (Gorsky 2008). The national health system of the UK is the main representative of the national health systems worldwide. It belongs to the Beveridge model whose main characteristics are the increased state intervention and state funding of health services (Yfantopoylos 2005). NHS is the first completed health system which provided universal and free healthcare for all, based on the principles of social solidarity and equal access to healthcare services (Yfantopoylos 2005). Initially until 1900, the UK didnt provide a social insurance system. Any social insurance, in the sense of the protection of the population, was offered by the church. Healthcare was available only to the wealthy and those who could seek treatment through charity or teaching hospitals (Chang, et al. 2011). Because of the fact that the national funding in the health sector was lacking, the hospitals were in poor financial conditions (Shortell and Gibson 1971). During the Second World War, a public health system was designed that aimed to offer services covering the whole population and its services were financed by central taxation (Chang, et al. 2011). In 1942 the Beveridge report was vital for a health system that protects the population against social dangers such as unemployment and sickness (Yfantopoylos 2005). Ultimately, the Beveridge report was the first step towards a national health service that protects the whole population. In 1948 the National Health System (NHS) was cre ated by the Labour government following the Beveridge review (Currie and Guah 2007) and implementing the 1946 NHS Act regulation (Yfantopoylos 2005). Since its inception the most challenging and notable change the NHS brought was that the health system was split into three services; the hospital services, the primary care and community services (Chang, et al. 2011). After the creation of the NHS all hospitals were under the government ownership. An additional hospital management structure of regional hospital boards and hospital management committees was designed to support the hospital services. The national health system upgraded the role of the General Practitioners (GPs) who were administered separately (Gorsky 2008) and served as gatekeepers of the primary care directing the patients to the different levels of healthcare (Yfantopoylos 2005). The primary care consists of dental, pharmaceutical and ophthalmic services and was organized by executive councils. Maternity, child health, midwifery, health visiting, home nursing and other post hospital services were administered by local health authorities (Shortell and Gibson 1971). The main purpose of this NHS structure was to provide a comprehensive, universal and free healthcare (Gorsky 2008) at the point of need focusing on the equity in the access to healthcare services. Currently, the UK still has a state-sponsored healthcare system called NHS in which belong the National Health Service (England), NHS Scotland, NHS Wales and Health and Social Care in Northern Ireland (Chang, et al. 2011). The government funding covers the 85% of the healthcare expenditure while the remaining 15% is covered by the growing private sector (Chang, et al. 2011). The NHS organization is highly institutionalized and complex system. It consists of parliament, a secretary of state for health, other non-NHS organizations and strategic health authorities. Under these health authorities reside the NHS trusts, foundation trusts, primary care trusts and care trusts (Currie and Guah 2007) whereas NICE, an independent organization, is responsible for monitoring and reporting its performance to the parliament (Yfantopoylos 2005) (Currie and Guah 2007). As an institutionalized environment, UK has created a public sector with universal and free healthcare coverage at the point of need. Additionally, what has developed is a public sector ethos which is enriched by the value of serving the public (Currie and Guah 2007). Health professionals have set this value above any finance and cost-effectiveness issues whereas treatment is provided according to medical need irrespective of ability to pay (Currie and Guah 2007). This is the reason why the NHS has been proved to be the most efficient healthcare system in terms of quality, equity and access to healthcare among industrialized countries (Chang, et al. 2011). Within this framework, the NHS has developed various policies and institutionalized mechanisms for the best performance of the organization. One area has been in the implementation of cervical cancer screening strategies. Table 1: Current NHS Structure, July 2010 (youngfoundation.org) Greek Healthcare system (ESY) Alike the UK, Greece provides a national health system since 1983 which guarantees universal coverage and equity in access to healthcare services to 10 million legal residents (iefimerifa.gr, 2012) (statistics.gr, 2011) irrespective of any professional or regional conditions. In addition to the Greek population, healthcare is offered to all European and non European citizens based on multilateral and bilateral agreements (Saitakis and Papamichail 2005). The process that Greece followed in order to establish a universal healthcare system strongly resembles the one the UK developed several years before. Since the establishment of the Greek State there has been a great attempt to create a welfare state and organize the public health services in Greece. However, as in the UK, until 1900, only 10% of the Greek population, namely the wealthiest was offered healthcare coverage. With the introduction of the Ministry of Hygiene and Social Welfare in 1922 the level of care provided by the public hospitals was considered equally advanced, compared with other healthcare systems in Europe (WHO 1996). At that time, due to changes in the political arena, the refugees wave coming from Turkey stressed the need to create organized health authorities in order to meet the various health problems that occurred. In 1953 the first serious move was made by the government to establish an integrated and decentralized healthcare system (Katsikari 2011) creati ng health regions and councils in order to provide specialized and advanced health opinions based on morbidity (WHO 1996). Twenty years later and having been through a hard political period of dictatorship, Greece was flourished in all areas and the healthcare system was one of them. New social objectives were re-defined and new policies were implemented which intended to improve the health services, to reduce the inequalities in the access to healthcare and reallocate the limited resources in favor of the poor (Yfantopoulos 2001). It was in 1983 when the government passed legislation for the implementation of a National Health Service (ESY) which is the fundamental law of the National Healthcare System (Makaronis, et al. 2010). This legislation is still characterized as a major reform achievement for the reconstruction of the health system. However, its implementation didnt bring any changes in the management of the healthcare sector to ensure its effectiveness. This reform was bas ed on the principle that health is a social good which has to be provided by the State to the whole population regardless of social or economic conditions (Katsikari 2011). Other basic principles of this reform included the equity in the delivery of the healthcare services, the decentralization of the health services, the importance of the primary care creating a system of referral, social security, and the mix of public-private services (Katsikari 2011). The health policy in Greece was developed steadily over time and it was influenced but the trends of society, the human values, medicine and economy without plans and goals. Only after the Second World War did the organizing of the health authorities became essential in developed countries with a significant millstone the introduction of the National Health Service in the UK (Katsikari 2011). Currently, the welfare state in Greece is characterized as the combination of a social security system (Bismarck model) and a National Health Service system (Beveridge model) where everybody is entitled to the same healthcare treatment (Rovithis 2006). It is highly centralized and fragmented in which all the decisions are made from the central administration whereas the regional health authorities have limited power on resources and control (Rovithis 2006). Today, alongside the ESY, there is an equally powerful private sector where the biggest part of the health expenditure is concentrated (Vard aros 2008). The Regional Authorities were developed as in the UK. In order to give greater responsibility to regions, Greek primary care is provided within the Regional Health Authorities (PESY) by the outpatient section of rural centers and hospitals, polyclinics and also specialists (Saitakis and Papamichail 2005) and covers services concerning the prevention and diagnosis of a disease. The secondary care is offered either by public or private hospitals of by social insurance funds hospitals and covers services for inpatient treatment under the supervision of the Ministry of Health and Social Solidarity (Yfantopoulos 2001). Even though the last 15 years Greece has taken some measures, the health policy still had certain problems. These problems were concentrated on the funding and the effectiveness of the health services within the ESY, the numerous sickness funds, the regional inequalities in the health services and the internal mismanagement of the public hospitals. These problems were managed by the highly centralized Ministry of health (Katsikari 2011). Contrary to the UK, Greece lacks of an institutional body that is responsible for monitoring the quality control of the health system as well as to provide national economic guidance based on the cost effectiveness principle such as the National Institute of Clinical Excellence (NICE) in the UK (Rovithis 2006). So, it isnt surprising that Greece is among the high spenders on healthcare, spending 9% of the GDP for a doubtful quality of the healthcare services (Katsikari 2011). For that reason, the IMF implemented in 2011 austerity measures. The health care system in Greece has undergone major changes in order to reduce the health expenditure and improve the quality. Specifically, since January 2012 the 39 sickness funds which existed until recently have been replaced by the National Organization of Health Services (EOPYY). This organization incorporates 4 of the biggest sickness funds covering the 85% of the total population. The fact that these changes are still ongoing, doesnt give any space to assess the effectiveness of the new healthcare system. The idea of bio-power In order to understand the power relations between the State and individuals, it is essential to investigate the conception of power by Michael Foucault. His perspective changes somewhere between his early work on institutions, that is the history of madness and the birth of the clinic, and his later work on sexuality and governmentality (College of Liberal Arts 2002). However the concept of power, that his work introduced, has set new dimensions to understand modern society. His genealogy of power challenges the assumption that it is a negative, repressive force that operates purely by law and practices of violence (A. Armstrong 2005) claiming that it turns the bodies into a useful and productive workforce. Power shouldnt be considered as a phenomenon of compact domination of a group or a class over another because he strongly believes that power is something that is exercised though an organization working as a chain and it permeates every class of the society either individually o r the population as a whole (Perron, Fluet and Holmes 2005). The shift from the pre-modern to the modern forms of society involves the displacement of the sovereign power by the bio-power. Sovereign power was centralized and coordinated by a sovereign authority who exercised absolute control over the population (A. Armstrong 2005). Namely the body was central to the power upon which a detailed coercion is exercised. Anyone who challenged the monarchs authority triggered his wrath and this took the shape of spectacular public torture satisfying the masses (Perron, Fluet and Holmes 2005). It was the 17th century when a profound transformation in terms of mechanisms of power has undergone in the West. As the growth and care of the population became the primary concern of each state (A. Armstrong 2005), the sovereign authority wasnt sufficient anymore to control the ever-growing population (Perron, Fluet and Holmes 2005) and the bio-power emerged focusing on the management of life. It was the moment where an art of the human body was born that mak es it more obedient and useful. The violent sovereign power had been replaced by the bio-power which was invested not only in the bodies of the population (Aroni 2008) but also in the soul. This type of power isnt a matter of life but essentially a matter of living where the bodies are regulated, trained, maintained and understood (Nettleton 2006). Instead of being exercised by means of violence celebrating death, bio-power focuses on the birth of life of individuals and populations (Ojakangas 2005) (Perron, Fluet and Holmes 2005). The bio-power concept that Michael Foucault developed is determined as a positive power over people lives which manages, multiplies, and exerts specific control and regularities to the population (Mitrossili 2008) and particularly discipline the human life, death, work, sadness or happiness of the person, mental health, sexual practices and family life (A. Armstrong 2005). So the West entered the era of biopolitics. Its the same period that Foucault goes into a criticism and attaches to bio-power a double meaning; the anatomo-politics (Mitrossili 2008), or as Foucault labels it disciplinary power (A. Armstrong 2005) a form of power that addresses individuals, and bio-politics which concerns the population management (Perron, Fluet and Holmes 2005). These two poles complement each other (Perron, Fluet and Holmes 2005). Therefore, within the modern disciplinary society, social control can be achieved by means of strategies of normalization or strategies which produce self-regulated, normalized individuals (A. Armstrong 2005). The notion of the disciplinary power becomes clearer in his later work on the history of sexuality, where the notion of the body is central as a field to exercise power in Western countries. In the beginning of the industrialization in the 17th century, the human body had to become available and functional for the capitalism and the paid work. The impoverished, illiterate and unhealthy populations should consist of significant importance as valuable workforce for the governments. The latter created such a population policy to adapt the populations to the capital requirements (Bartky 2007). So they had to discipline in the workplace for the steadily growing production and they had to comply with the minimum standards of hygiene to avoid epidemics. In order to achieve the aforementioned, they should have stable family life. Birth rates, marriage age and sexual maturation suddenly were under strict control and bio-power was a response of that disorganized mass of individuals (Perron, Fl uet and Holmes 2005). Within this concept, the importance of sexuality is displayed in Foucaults work because on the one hand sexuality is related to body maintenance and on the other hand is related to the management of the populations (Aroni 2008). The spread of bio-power is intimately connected to the social science discourses on sex and sexuality on the grounds that these discourses tended to understand sex as an instinctual and biological process. This process has deep links to identity and thus potential effects on the sexual or social behavior of individuals (A. Armstrong 2005). Through a historical research in various communities, Foucault concludes that the conception of sexuality is considered a main expression of the disciplinary power which is central in the modern society. Power, through its directing and normalizing nature, is an instrument of control whereas surveillance and discipline procedures characterize the discourse on the care of the individuals. The establish ment of the health disciplinary technology prepares the individuals for the bio-politics in modern society because the manipulation of individuals through specific practices such as diet and exercise, make the person responsible for maintaining the fitness of his body (discipline of the body) and consequently the bodies of the population (bio-politics) are controlled. Thus according to Sara Lee Bartky, sexuality operates as connecting link between the discipline of the body and the population management (Bartky 2007). As long as individuals are responsible for maintaining and controlling their bodies, new fields of knowledge are created (Aroni 2008). Surveillance and control concepts, adopt a new meaning because individuals will set their own practices such as exercise and healthy nutrition with greater discipline. While the perceptions on the human body changed in the 20th century, their willingness to be controlled towards a proper functioning is the most important feature of the development of a public policy concentrated on health and life. So, the body becomes the objective and the target of the power. The easiest way to grasp the notion of the disciplinary power is to consider what Foucault studies in the discipline and punish. In this work he examines this new mode of surveillance which is best illustrated by Jeremy Benthams Panopticon (D. Armstrong 1983). The Panopticon enables the simultaneous monitoring and observation, certainty, knowledge and individualization. Specifically it was a building designed for complete, constant and anonymous surveillance of its subjects. It was arranged as a ring at the center of which was a tower. The peripheral building was divided into cells. Each cell had two windows, one allowing light to fall on the inmate and another one which allowed a guard to c ontrol the actions of the inmates, like so many cages, so many small theatres in which each actor is alone, perfectly individualized and constantly visible (D. Armstrong 1983). The central tower was equipped with large windows looking at the inner side of the peripheral ring (Foucault 1989). Visibility was a trap. In this model, inmates dont interact with each other and they constantly confronted with the panoptic power (Foucault 1989). Consequently, the design of the Panopticon was such that the guard had total surveillance of the inmates actions. Under this surveillance, never knowing if or by whom one is being observed, the inmates were induced to watch over themselves (Nettleton 2006) and they were trained to resist any impulse of misbehavior for fear of being caught. Indeed, the inmates are offered the illusion that they are permanently monitored. Seen through the lens of the disciplinary power, the Panopticon serves as an architectural model which successfully shows that the enforcement of rules has shifted from the spectacle of the power of violence enacted upon the body of the subjects, to the power of discipline coded into the soul of the prisoners, under the gaze of the Panopticon, focusing not on the punishment of the biological but on the social body (Bartky 2007). This way, the subject becomes the object of knowledge that can be studied and individualized through collecting information about all those prisoners that are contained in it (Nettleton 2006). Ultimately, the Panopticon creates a state where people police themselves unconsciously. Indeed, Benthams goal was to create an architectural idea that, ultimately, could function, on its own (College of Liberal Arts 2002). In this stunning critique of the modern society, Michel Foucault highlighted the way constant surveillance isnt only directed to control the human body, but also to discipline the mind and soul to produce the self-awareness state that the modern society requires (A. Armstrong 2005). These disciplinary practices subject the human body into continuous and constant surveillance and examination aiming to optimize the bodys capabilities, productivity and skills and to foster its usefulness and docility (A. Armstrong 2005): What was then being formed was a policy of coercions that act on the body, a calculated manipulation of its elements, its gestures, its behavior, the human body was entering a machinery of power that explores it, breaks it down and rearranges ità ¢Ã¢â€š ¬Ã‚ ¦ Thus discipline produces subjected and practiced bodies, docile bodies (Foucault 1989). The aforementioned complex surveillance and discipline system aims to create a type of person which urban society needs. That is the creation of a human being obedient, occupied by the feeling of being guilty and adaptable to all modern tactics. Thus, the body turns into central, transformed and improved by different techniques which monitored and analyzed it. This different way of seeing the body is the outcome of surveillance. Screening programmes as an instrument of biopower Since 2003 the European Council has adopted various guidelines according to which cervical cancer should be screened on population based, quality assured, organized screening tests (Anttila, et al. 2009) to achieve greater participation. These recommendations were supported by clinical trial evidence that through organized cytology the mortality rates could be reduced importantly. (Arbyn, et al. 2007) Additional recommendations describe extensively the organization and implementation of the screening tests, recommended screening age groups and screening intervals as well as policies on monitoring and evaluating the screening programmes (Anttila, et al. 2009) (Nicula, et al. 2009). The Pap test, or cytology, is the best known, most reliable and efficient test of secondary prevention (ACCP 2004) to decrease the incidence and the mortality rates by cervical cancer, highly recommended by the EU (Anttila, et al. 2009). Nevertheless, non-organized programmes have also contributed in the de creasing of the mortality and the incidence, but not to the same magnitude. Until the early 60s, few people had heard of cervical cancer in the UK as a public concern and women were screened very rarely. In particular, they were screened only when they visited their GP, or attended obstetric or family planning clinics. This opportunistic screening led to inefficient focus on young women (Peto, et al. 2004) and women at higher risk (Eardley, et al. 1985). Although cervical cancer screening expanded steadily since 1967 at no cost, it failed to achieve high coverage rates and sufficient follow-up of women. Especially after a media storm when a woman having never received her abnormal screening results, died by cervical cancer, the opportunistic screening was overhauled (Raffle 2007). The constantly rising incidence and mortality rates in young cohorts (Arbyn, et al. 2009), boosted the NHS in 1988 to provide organized national programme for cervical cancer prevention (Bastos, et al. 2010). Eventually, it introduced the call and recall system. Since then, screeni ng tests have reduced the average cervical cancer incidence by 33% in the period 1991-1993 and 1998-2000 (Canfel, Sitas and Beral 2006). Using a National Health System list, women of 25-65 years old (Foley, et al. 2011) received a personal invitation in order to be offered free regular Pap smear testing, HPV testing or liquid based cytology by GPs or nurses (Linos and Riza 2000) to detect and treat cervical abnormalities. Even though screening tests were administered nationally, the personal invitations were managed regionally. (Canfel, Sitas and Beral 2006). This -call and recall-system was organized by local authorities, the Primary Care Trusts. These authorities were responsible for reminding the eligible women of the region by personal invitations their regular screening test (Canfel, Sitas and Beral 2006) with a recommended interval from 3 to 5 years, depending on the womans age (Bunn 2008)(Cancer Research UK, 2012) and the regional authority (Canfel, Sitas and Beral 2006). In order to ensure high participation of women in the screening tests, in 1990 a system of payments for the GPs was launched, according to wh ich, the payment was received only if women have been screened in the previous 5 years (Canfel, Sitas and Beral 2006). This system demonstrated high participation levels where almost 80% of eligible women had been screened in the last years (Canfel, Sitas and Beral 2006). The screening coverage rose from 42% in 1988 to 85%, 6 years later (Arbyn, et al. 2009) and the overall incidence of cervical cancer in the female population of 20-29 years old shows that it has declined significantly from the onset of the organized screening tests up until 1991 (Foley, et al. 2011). For that reason, the UK still applies this call and recall system in a target population of 14 million of women (Linos and Riza 2000) aged 25-64 years old (in Scotland from age 20) (Bunn 2008). Besides, cervical cancer screening is, and always has been, free provided and the screening costs were administered by the NHS (Whynesa, Philips and Avis 2007). However, the Pap smear method doesnt test for cervical cancer; instead, it detects, (Bastos, et al. 2010) cell abnormalities which, if left untreated, can potentially lead to cancer. In order to perform the Pap smear method, the UK uses advanced laboratory quality assurance, training and performance standards of reporting (Canfel, Sitas and Beral 2006). Today, more that 3.5 million women in the UK are screened every year, the vast majority of which as a reply to the call-recall system (Whynesa, Philips and Avis 2007). Another significant proportion still is screened opportunistically. Nevertheless, it is surprising though that recent d ata demonstrate a profound increase in the incidence rates by 2.2% between 1992 and 2006 (Foley, et al. 2011) (Peto, et al. 2004). This increasing trend hints that HPV epidemic might be increased in the future. In addition to screening tests, the HPV vaccines were introduced in many countries globally including the UK. The rapid approval of such vaccines by the European Medicines Agency (EMEA) demonstrated that decision-makers in the UK were aware of what the outcome of such a prevention strategy would be and that the reduction in the incidence of the disease would be significant. Indeed, the national HPV immunization programme prevents from cervical cancer almost 400 deaths per year (Martin, et al. 2011). In 2007, a VENICE report was conducted which, even though provided recommendation in Austria and Germany it questioned the benefits of the vaccination over the benefits of screening (Raffle 2007). In the beginning of 2008 the Department of Health in UK announced the inclusion of the HPV vaccination in the national immunization programme (Bastos, et al. 2010). The Joint Committee on Vaccination and Immunization (JCVI) in collaboration with the Department of Health decided to vaccinate girl s aged 12-13 years old and additionally to promote vaccination of females only up to 18 years old because the vaccination of the female population older than 18 years would not consist of cost-effective (Bunn 2008). Male population isnt included in the immunization programme for economic reasons (Martin, et al. 2011). Scotland was the first of the four UK countries which introduced the HPV vaccination in September 2008 at the beginning of the school year for all 12-13 year old girls (Gasparini and Panato 2009). The power in the healthcare sector relies on the examinations (Perron, Fluet and Holmes 2005) so screening programmes could be considered the vehicle of disciplinary technology. Consequently, the organized screening programmes attract the Foucauldian approach because they are a particular version of the panoptic idea (Heyes 2006). The organized screening tests operate as the Panopticon building. This surveillance system aims to set the entire female population under a continual control and to ensure that it is subjected with respect to the requirements of the state; namely the bio-politics. Furthermore, Foucault suggests that discipline depends on the relationship between the body and its observing gaze rather than on the population. The perfect disciplinary apparatus would make it possible for a single gaze to see everything constantly, he notes (D. Armstrong 1983). Namely, discipline includes the strict monitoring. Diagnostic programmes, intending to promote health and prevent from a disease are the best examples to illustrate their relation with bio-politics. With the call and recall notification women are invited to arrange an appointment with their GP or their primary care

Law of equity emerged

Law of equity emerged The law of equity emerged to mitigate the severity of the rules of common law . Instead of simply replacing or adding to the common law, equity grew up as a separate branch of jurisprudence, leading to a system of common law dualism The reasons for the creation of equity firstly, and secondly its distinction from the common law go back to the thirteenth century. Briefly, the law of equity developed due to the inflexibility of the common law . Claimants would only have a successful claim if the claim could be matched with an existing writ. Thus petitions for remedies were made to the King, which were in time delegated to the Chancellor, which in time was taken over by the Chancery, which was seen as separate to the common law courts. Equity thus became a kind of supplementary jurisprudence which was intended to fill up the gaps in common law Equity and common law worked separately, administered by different courts until the Judicature Act fused the different courts of equity and the common law, so that a claimant could go to a court and and have both equity and common law available to him, instead of having the two separate courts. However despite being merged in administration, the two streams of jurisdictiondid not mingle their waters , meaning that the rules and principles from equity and common law still exist separately as they did before, but are now applied by, and are available to all courts. If ever a dispute between law and equity arose, the rules of equity shall prevail , this rule is to ensure that equity actually has an application when its used to supplement the common law. Ashburners quote is proven by the trust, in which English law still draws a fundamental distinction between legal and equitable rights The trust refers to the duty or aggregate accumulation of obligations that rest upon a person described as trustee . The trustee is bound to hold the land on behalf of a beneficiary, and thus under the common law the land belongs to the trustee, equity would hold that it belongs to the beneficiary. Equity supplements but does not contradict the common law according to Lord Templeman. This issue is a source of lucrative debate, with most agreeing with Lord Templeman, but some argue that equity is contradictory in nature, Worthington suggests that because equity was applied where common law was inadequate, it follows that equitys rule would have to be different than those of the common law, which would naturally lead to conflict and contradiction . Following the Judicature Acts the debate over the nature of equity became more important, with both systems being at a judges disposal they could be conflicting than ever. Using the trust as an example, the classic point thought to be a contradiction between common law and equity is where A (trustee) is the owner in law, and B (beneficiary) is the owner in equiry. Hohfeld is one academic who believes that equity is contradictory. The example used by him is firstly to imagine what the state of things were like without equity. B would ask A told hold the land on his (Bs) behalf, however A, under common law has no obligation to do anything, A is now owner of the land and can do with it as he pleases. Similarly B has no rights over the land, he does not even have a right to be on the land. Hohfeld then goes on to imagine Parliament enacting a statute that states that A, on holding the land for B is under a duty to hold the land for Bs benefit and to not do as he pleases with it. Hohfeld states that this statute conflicts, substantively, with the common law rules, and repealed them . Thus in extending this analogy to the modern trust and equity, Hohfeld hop e to show that equity and the trust are contradictory to the common law. However Hohfeld is assuming that because equity reacts differently to a trust than common law does there is a contradiction, this is a misunderstanding of what equity is trying to achieve, which is a supplement to the common law which is not necessarily a contradiction. Equity builds upon the common law to improve it. So A must own the property in common law in order that he can fulfil Bs wishes and to protect his interests in it. B being see as the owner in equity has his superior interest in the property secured. Equity and common law are working together, proving why Maitland describes the trust as the greatest and most distinctive achievementin the field of jurisprudence Maitland disagrees with the idea of having two owners of the land, He stated that if A and B were both owners, there would be civil war and utter anarchy and there would be the contradiction that Hohfeld spoke of. According to Maitland equity never said that the cestui que trust was the owner of the land, it said that the trustee was the owner of the land but with the added burden of holding the land for the beneficiarys benefit. Furthermore if there was a contradiction here Maitland points out that the Judicature Act would have abolished the trust. Hohfeld seemed to see equity as a rival system to the common law, which we ought not to do says Maitland. Equity is more of a parasitic system, it needs the common law to survive as alone it is nothing as its doctrines and rules build upon the pre-existing common law. To take Maitlands example, if equity were to be abolished, the common law would stand up fine on its own, however if the common law were abolished, there would be anarchy. Equity was not a self-sufficient system at every point it presupposed the existence of common law. Equity does not act contrary to the common law and does not go against it, it works with it to create a more just system. In conclusion Maitland is right when he says that equity is supplementary. Equity should be seen as an addition to the common law, an added extra. The rules of equity with regards to the trust do not say that the common law is wrong, instead it adds rules on, rules that only exist within equity, so the existing common law rules can stand. With the example of a trust, the common law says A is the owner, and in equity agrees with this, but adds the fact that A must hold the property on behalf of B. Without the common law the idea of a trust would disappear completely if A could not be the owner of the land at law, or else he would not be able to fulfil his duty as trustee on the beneficiarys behalf. . Without the intervention of the trust the common law alone would allow A to do anything with the land B asked him to hold, a truly unsatisfactory and unfair outcome, equity mitigates this harshness, by building on it, it does not contradict it by creating a antithetical system.

Iwo Jima Speech :: American History

Iwo Jima Speech DETAILED OUTLINE INTRODUCATION: 1. GAIN ATTENTION: (30sec PowerPoint Presentation) Good Morning Marines. My name is and your next period of instruction will be on the Island Iwo Jima 2. OVERVIEW: The purpose of this period of instruction is to give you a better understanding of the historical importance of Iwo Jima and the Flag raising that took place there. 3. INTRODUCE LEARNING OBJECTIVES:   Ã‚  Ã‚  Ã‚  Ã‚  A.TERMINAL LEARNING OBJECTIVES: Upon completion of this period of instruction you will understand the historical importance of the island Iwo Jima and identify the names of the six Flag Raisers.   Ã‚  Ã‚  Ã‚  Ã‚  B.ENABLING LEARNING OBJECTIVES: Upon completion of this class you will be able 1. To fully understand the historical importance of the Island of Iwo Jima 2. You will be able to identify the names of the six Flag Raisers 4. METHOD/MEDIA: This period of instruction will be taught by the lecture method with the aid of PowerPoint Presentation and handouts 5. EVALUATION: You will not be tested on this material, so please hold your questions until the end. TRANSITION: Now that you are aware of the course syllabus, allow me to move into the historical importance of the island Iwo Jima. 6. BODY: 1. HISTORICAL IMPORTANCE: Iwo Jima was Japanese home soil only 650 miles from Tokyo. No foreign army in Japan's 5000 year history had fought on Japanese soil. To the US, Iwo Jima was important because of its location, midway between Japan and American bomber bases in the Marianas. Iwo Jima with its three airfields was an ideal location for fighter-escort stations and as a safe haven for damaged bombers. TRANSITION: There are six men that standout from the rest, these men are known as the Flag Raisers. 1.  Ã‚  Ã‚  Ã‚  Ã‚  THE FLAG RAISING: Mount Suribachi is a 550 foot volcanic cone at the island’s southern tip. It dominates both possible-landing beaches, from this point Japanese gunners have every inch of the beaches covered. Every marine on the island was in range of Japanese guns. 2.  Ã‚  Ã‚  Ã‚  Ã‚  THE FLAG RAISERS: There were six flag raisers from the 28th Regiment, 5th Division. a.  Ã‚  Ã‚  Ã‚  Ã‚  Sgt. Mike Strank was the Marine who led the other five safely to the top of Mount Suribachi. He also gave the order to find a pole and attach the flag and â€Å"put’er up!† Sgt. Strank died on March 1, 1945. b.  Ã‚  Ã‚  Ã‚  Ã‚  Cpl. Harlon Block was Sgt. Strank’s second in command. He took over the leadership of his unit when Sgt. Strank was killed. Cpl. Block also died on March 1, 1945.

Computers In Medical Field Essay -- Information Technology Essays

Introduction Today, in the United States, we all live in an age of technology and science. The use of technology and science has revolutionized our way of life. There are few things in history that have influenced our lives more than a computer. Today, there cannot be any field that is absent of the influence of computer applications. From farming to rocket science, computers have a huge role to play. The use of the computer has been on the increase for some time in many fields. Medicine is one of the many fields that have made tremendous strides in the twentieth century due to the advent of computers. Computers are used in medicine in almost all areas. Whether it is data management, diagnosis, or treatment, computers have there own applications. Everything we know today in medicine might not have been possible without the valuable contribution of computers. The Role of Computers in Storing Information Computers have been used as storage devices for medical information for many years. Computer-based patient records are good examples to prove the worth of computers as information storage. Due to startup and running costs, possibility for abuse, poor functioning, and the risk of loss of confidentiality, they were not used very much in the past. Now, they have become almost indispensable. Computer-based patient records have many advantages. They "have the potential to improve legibility, accessability, structure..."(Medical Informantics) the possibility of integration with telemedicine, and increased ability to collect health information. Computers are used for scheduling and appointment keeping. They are used to keep track of patients' visits. With the help of word processors, letters are typed and sent to... ...rt of medicine. Neither can they eliminate the need of human beings. What they can do is help us bring relevant and timely information to use on our care of individual patients. They can also help run the medical offices or hospitals in a way that makes good business sense. That is why many physicians have embraced the computer and made information technology an integral part of their approach to patient care. That is why they have been able to meet the increasing needs of the patents remarkably well. http://www.medicinenet.com/cat_scan/article.htm http://trc.telemed.org/telemedicine/primer.asp http://www.vet.uga.edu/mis/what.php http://www.mieur.nl/mihandbook/r_3_3/handbook/home.htm http://www.mieur.nl/mihandbook/r_3_3/handbook/home.htm (Much info I got was from this) If I forget we may want to think about getting rid of Advantages/Disadvantages sections

Informative: Basketball and Perfect Jump Shot

pecific purpose: My specific purpose is to inform the audience on â€Å"How to shoot the perfect Jump Shot† in the sport of basketball. I will inform the audience on the correct shooting techniques, basketball shooting mechanics, basketball shooting form and drills to improve your shooting techniques. Thesis: By following and practicing these proper shooting techniques it will improve the amount of baskets you will make. Introduction: 1. Attention getter- interacts with audience (have a couple audience members catch and throw basketball in their idea of correct shooting form). Then proceed to tell them they are all wrong and will not make it far in the basketball career lol (: (joke). 2. Relevance- not only is this to help improve basketball skills this will help with any fitness you desire to participate in if you do not participate in a sport or specifically basketball. It will help with correct form with weight lifting as you bench dumbbell or even squats, even in other sports. So overall you can take a little bit of something specific and it can contribute to everyday life which is pretty interesting. . Establishment of ethos- I have been in athletics all my life and participated in the sports of basketball and track and field. From middle school, high school and even college I been performing this skill over the years in high intensity to try and perfect the perfect jump shot. As I am now pursing to be a well known Personal Trainer it will be great to express and inform such an audience on my knowledge of the perfect jump shot. 4. Thesis- By following and practicing these proper shooting techniques it will improve the amount of askets you will make. 5. Preview- During this presentation I will inform you how to shoot the perfect jump shot by giving you plenty of techniques including shooting mechanics, shooting form and fun drills you can practice to improve this technique. Transition: First I will discuss the basketball shooting technique if you don’t exactly know what that is; it is also known as the correct way to shoot a basketball. Body: 1. Not everyone will shoot the same, and some people might just have the most awkwardness shot and it will fit them and make baskets. But the best shooters in the NBA and WNBA establish the basics when it comes to shooting a basketball. A) According to Brad Winters author of â€Å"How to Shoot the Perfect Jump Shot† he list a detail explanation of the correct shooting techniques in which I will show you myself. He states, â€Å"1. Right foot forward, left foot back 2. Elbow close to and in front of body 3. Fingertips centered on the ball 4. Cock your hand so you can see wrinkles behind your wrist 5. The straightening of your arm will naturally bring the fingers directly behind the ball for the release and follow through 6. The basketball is brought to a position in front of the face right eye and left shoulder and high enough to see goal, teammates, defenders etc. † 2. With the proper skill set and consistent practice will you actually have a better percentage? B) If you have heard of Michael Jordan, he is the best player who has ever set foot on a basketball court and is a well know legend, will agre e that the correct shooting techniques will make a difference. C) According to Michael Jordan it’s all about the B. E. E. F. Balance, eyes, elbow and follow through. Michael Jordan Stats, â€Å"It’s important to shoot the ball the same way every single time, balance yourself with having your knees bent and one foot in front of the other, keep your eyes on the basket specifically in front of the rim, have your elbow close to and in front to protect the ball and once you rise up your follow through needs a flick of the wrist and a arc†. Transition: Correct shooting techniques is clearly needed in order to perfect the perfect jump shot. As Michael Jordan says, you have to shoot the ball the same way every time and once you get the proper techniques down your percentage will go up drastically. Next I will like to discuss Basketball Shooting Mechanics. 1. The difference between shooting technique and mechanics is that mechanics uses math and a little physics. A) 7 tips to improve your shooting mechanics by, Jeff Haefner gives you insight on the correct shooting mechanics that elevate your shooting technique (form) but I will list 3 that is the most important to me. Your feet need to be shoulder-width apart. Your knees should be slightly bent. If you like a stance that’s more open, then your shooting foot should be forward and your non-shooting foot trailing behind. If you like a stance that’s more square, then both of your feet should be facing the basket. -Make sure the ball is released before you reach the top of your jump. Your legs generate up force, so use them! You should always land in the same sp ot that you left. -When you shoot, the ball should start going right up with no dipping. Your elbow needs to be right under the ball, and your shooting hand needs to be in direct line to the rim. The ball needs to stay in front of you and should not go behind your head at all. Your body should release all with the shot: your legs, your core, and your arm all coordinated with one graceful movement. Your elbow and wrist should expand in a straight line to the basket. Transition: Shooting mechanics is another important aspect that goes into shooting the perfect jump shot, it is easy to slip into bad habits and the more you do a bad habit the deeper it will be ingrained and BECOME your mechanic. So practice is needed the more repetition the better you will become, now that you have your shooting fundamentals and shooting mechanics down. Now it’s time to have fun. SHOOTING DRILLS!! (: 1. A fun way to practice these techniques and mechanics is shooting drills, shooting drills that include fun but most of all repetition, game like intensity and put your knowledge and body to test. A) Ray Allen is considered one of the purest shooters in NBA history and leads the league all time in three pointers made. Strictly skills basketball . com lists some of Ray Allen’s workouts, drills and pre game rituals he does to improve his shooting. B) List of drills to do: The 2 minute challenge- The Ray Allen drill is meant to be a 2:00 timed drill to force accuracy and make you shoot under pressure. Do it several times to work on your conditioning and your shot. You must have a partner in order to do it for time, but it can also be done individually without the time component. The Elbow drill- Run to elbow to elbow and make 10 baskets on each side, will need a partner to rebound and pass the ball to you and has to be fast paced game like motion. The shoot and retreat drill- You will also need a partner to rebound and pass for you; you will run full speed to a pass and rise for a jump shot and the retreat back on defense. This drill will help with your form under the circumstances of recovering after you retreat; conditioning and shooting form will be tested in this drill once you are tired. Transition: As you can see, perfecting the perfect jump shot requires a lot of hard work but once you have your fundamentals and mechanics down it will be fun to practice them in drills and in games which will improve your percentage of baskets going in the hoop. Conclusion: 1. Signal: Correct shooting techniques, basketball shooting mechanics, basketball shooting form and drills to improve your shooting techniques. 2. Review: Not only is this to help improve basketball skills and your perfect jump shot this will help with any fitness you desire to participate in. 3. Tie back to audience: I been performing this skill over the years in high intensity to try and perfect the perfect jump shot. It will improve your percentage of baskets made which will make your game more unstoppable, not only am I pursuing to be a great basketball athlete, it has come in handy with personal training. 4. Conclusion remarks: I hope you all experienced an â€Å"ahh I get it† moment in your head, or at least learned something new, it is fairly easy the only thing that is hard is putting in the time and if you are serious about your perfect jump shot time shouldn’t matter it’s a dedication sport.

Investigacion Suavizantes

INVESTIGACION COMERCIAL SUAVIZANTES INDICE: Suavizantes: ?Por que este producto? El hecho de escoger este producto para realizar una investigacion comercial acerca del mismo se debe a varias circunstancias: hace anos quizas nosotros no teniamos en cuenta la manera ni los medios de como realizar las tareas domesticas. Pero si teniamos claro que el frescor y el olor de la ropa que nos lavaban en casa nos reconfortaba, nos daba sensacion de limpieza y sensacion de estar cerca de nuestro hogar. Despues de haber vivido algunos anos en residencia y haber sentido que nuestras prendas no nos aportaban las sensaciones que nos aportaban cuando estabamos en casa y una vez viviendo en piso nos preocupamos por la eleccion de los productos de limpieza. Ademas ahora somos nosotros quien nos realizamos estas labores. El suavizante es un producto que ademas de ser imprescindible para conservar la ropa nos podemos decantar por el por el olor que nos ofrecen, la sensacion de frescor y limpieza y la facilidad que este producto nos aporta a la hora de encargarnos del planchado. Puesto que el suavizante ayuda a que las arrugas de la ropa sean menores que las que tendriamos en las prendas de ropa si no utilizaramos este producto. A continuacion vamos a realizar un analisis del suavizante. Investigando las marcas que podemos encontrar en este mercado, los establecimientos que lo ofrecen y como se comportan los consumidores al adquirir este producto. El producto: Un suavizante textil es un producto que se utiliza comunmente en el proceso de lavado de ropa. El suavizante se comercializa disuelto en agua y se anade en forma liquida a la lavadora. Los ingredientes mas importantes de los suavizantes son los tensioactivos cationicos, habitualmente del tipo amonio cuaternario. Estos tensioactivos se adhieren a las fibras del tejido, proporcionando suavidad. Proporcionan tambien volumen, esponjosidad y otorgan propiedades antiestaticas. Hacen que las prendas sean mas faciles de planchar y ayudan a reducir la aparicion de arrugas. Por ultimo, pero no menos importante, los suavizantes aportan a la ropa una agradable fragancia. Un reciente estudio ha puesto de manifiesto que los suavizantes previenen la aparicion de arrugas y facilitan el planchado, pero no todos aumentan el volumen respecto a un lavado sin suavizante. La industria de los suavizantes esta concentrando sus productos cada vez mas. Los suavizantes concentrados tienen un mayor porcentaje de tensioactivos cationicos. En la actualidad los suavizantes textiles se comercializan con una concentracion de tensioactivos cationicos que oscila entre el 8 y el 15%, en contraposicion con los suavizantes diluidos comercializados durante los anos 90, que tenian una cantidad de materia activa proxima al 5%. Los suavizantes concentrados requieren dosis mas pequenas, ocupan menos espacio, es necesario menos plastico para su envasado y al caber mas unidades por camion, emiten menos dioxido de carbono a la atmosfera. Cualidades basicas: -Frescura -Suavidad -Reduce y facilita al planchado Estas son las cualidades basicas que caracteriza a los suavizantes. Son las cualidades que el consumidor pone como requisito para adquirir el suavizantes adecuado. ?Por que se debe utilizar suavizante? En la lavadora, lavado tras lavado, las fibras de los tejidos pierden algunas de sus propiedades mecanicas e integridad como consecuencia del intenso estres mecanico al que se ven sometidas y de los efectos quimicos de la dureza del agua. Con el paso del tiempo, las fibras de los tejidos se vuelven asperas y se enredan. Al no usar suavizantes, las fibras permanecen enredadas mientras se secan y las prendas se vuelven mas rigidas. El uso de secadoras de aire inducido ayuda a suavizar la ropa, pero con frecuencia las fibras sinteticas se cargan de electricidad estatica lo que provoca atraccion electroestatica. Resultados: Si se usa un suavizante en el ciclo de aclarado, sus agentes ayudan a mantener la suavidad de las fibras de los tejidos. Esto reduce la friccion de las fibras entre si y de las fibras con la piel del usuario. Cuando las fibras se mueven con mayor libertad, las prendas tienen una mayor suavidad y sufriran un desgaste menor con el paso del tiempo, especialmente las partes con un grado de estres mas alto, como cuellos, codos y punos. La ropa se arruga menos al secarse y resulta mas facil de planchar. Si se usan secadoras, las prendas sinteticas tendran una menor atraccion electroestatica al extraerlas de la secadora. La reduccion de la friccion en la piel y la suavidad de las prendas proporcionan una sensacion general de comodidad al usuario. Una caracteristica adicional de los suavizantes para la ropa es que dejan un olor agradable en las prendas lavadas. Los estudios sobre el consumo indican que el olor es con frecuencia el motivo por el que los consumidores eligen una variante o marca determinada frente a otras. Establecimientos: TipoSociedad Anonima Fundacion1963 SedeAvenida Raymond Poincare 6 Paris, Francia AdministracionLars Olofsson Ceo IndustriaMinorista Ingresos97,6 billones â‚ ¬ (2009) Empleados430. 000 FilialesChampion, Ed Shopi, GB, 8 a Huit, Dia Sitio webwww. carrefour. com Datos Relevantes: Carrefour S. A. es una cadena francesa internacional de hipermercados. En el 2009, el grupo poseia 15. 5000 almacenes en 35 paises, tenia mas de 495. 000 empleados Sus ventas consolidadas alcanzaron 108. 629 millones de euros. Su actividad se centra en tres mercados: Europa, Asia y America Latina. Siendo de origen frances, el 56% de su negocio se produce fuera de Francia. El grupo se centra en mercados de gran expansion: China, Brasil, Indonesia, Polonia y Turquia. Historia: Fue en un seminario de Bernardo Trujillo en los Estados Unidos, donde a Marcel Fournier y Denis Defforey les vino la inspiracion. La sociedad Carrefour fue creada en la Alta Saboya en 1959 por las familias Fournier y Defforey. En 1963, Carrefour invento el concepto de hipermercado, abriendo el primero en la Isla de Francia en Sainte-Genevieve-des-Bois. La sociedad se establecio en Belgica en 1969, en Espana en 1973 y en Brasil en 1975. La sociedad Promodis (futura Promodes) se creo en 1961 tras la fusion de las empresas de dos familias normandas de mayoristas dirigidos por Paul-Auguste Halley y Leonor Duval-Lemonnier. El nombre de Carrefour significa â€Å"cruce de caminos†, ya que el primer hipermercado estaba precisamente ubicado en un cruce de caminos. Carrefour y Promodes se fusionaron en 1999 para dar lugar al primer grupo europeo y al segundo grupo mundial de distribucion, despues de Wal-Mart. Dirigida por Jose Luis Duran entre 2005 y finales de 2008. Desde el 1 de enero de 2009 Lars Olofsson, pocedente del grupo Nestle, es el director general. Es posible que el gigante de la distribucion se desprenda de su filial E. D. y Dia (Espana y Portugal), por un importe cercano a los 5 millardos de euros (5. 00. 000. 000 â‚ ¬). En 1976, lanza una gama de productos la marca de su distribuidor, con un empaquetado muy sobrio y una promocion orientada hacia la composicion con precios permanentes. En 2006 Carrefour cambio la imagen de su marca, la cual tomo un diseno mas atractivo, con envases disenados con colores suaves como el azul, y faciles de identificar. Los nuevos envases cuentan con el logotipo de la empresa, mas grande que antes cuando solo aparecia el nombre Carrefour en una fina banda en la esquina inferior derecha. Bajo el mando del nuevo presidente ejecutivo, Lars Olofsson, la empresa se esta concentrando en cambiar la reputacion del minorista enfocandose en los precios bajos, ya que la cadena es percibida por los consumidores como demasiado cara. Actualmente el grupo Carrefour ocupa el numero 1 en distribucion europea y el 2? del mundo. Cifras : En enero de 2004, las principales insignias del grupo son: †¢Hipermercados (5. 000 a 20. 000 m? ): Carrefour †¢Supermercados (1. 000 a 2. 000 m? ): Champion, Carrefour Express, barrio , Supermercados GS, Norte, Supermercados GB †¢Maxidescuento (200 a 800 m? : Supermercados Dia, Ed †¢Comercio de proximidad: Shopi, Marche Plus, 8 a Huit, Di per Di, Proxi El grupo en el mundo : El grupo Carrefour cuenta con establecimientos en 35 paises de Europa, Asia y America Latina. Espana : El grupo Carrefour se establecio en Espana en 1973 con los supermercados Pryca. En el 2000 los establecimientos de Continente y Pryca pasaron a formar parte d el grupo Carrefour, fusionandose. Los hipermercados de estas empresas pasaron a llamarse Carrefour, los supermercados se pasaron a llamar Champion y en 2005, Maxi Dia y Carrefour Express pasando a desaparecer la denominacion Champion. El Grupo Carrefour tambien posee tiendas pequenas en barrios llamados Dia. Algunos Dia ahora son Maxi Dia (los grandes) y Dia Market (los pequenos). Se encuentran repartidos por toda la geografia espanola: Andalucia (Malaga,Cadiz,Granada,Los Barrios,Estepona,Marbella)Madrid,Valencia,etc. Estan presentes en la mayoria de las ciudades espanolas de las 17 Comunidades Autonomas y forman parte del paisaje comercial de vanguardia. Son el banco de pruebas del desarrollo industrial y cuentan con el apoyo de los consumidores espanoles de varias generaciones. Cumplen mas de 36 anos en Espana, y son referentes del formato en la distribucion moderna. 008 cierra el ejercicio con 168 centros bajo la ensena Carrefour. La dimension del area de ventas de los centros abarca desde los 2. 500 m2 de los mini-hiper hasta los mas de 10. 000 m2 del concepto clasico de hipermercado. Motor de los entornos socioeconomicos: Dinamizan sus zonas de influencia y agrupan en su rededor polos de atraccion junto con e l comercio, la restauracion y los servicios mas vanguardistas de la region, configurando pujantes areas comerciales. Conveniente en precios y surtido: El modelo de Carrefour es aceptado por ofrecer el mayor surtido de calidad a los mejores precios. La libertad de eleccion de productos, marcas y precios convence a los consumidores. Mas de 100. 000 referencias de articulos regionales, nacionales e internacionales, configuran una rica opcion, innovadora y conveniente. Los servicios complementarios de las filiales optimizan el acto de compra. Una atractiva vida comercial en el ano: Su amplio desarrollo de alimentacion, bazar, textil y una marcada estacionalidad, convierten el acto de compra en un acontecimiento familiar ludico. Mas de treinta actividades diferentes conviven entre si de manera natural, animadas. SedeCalle Hermosilla n? 112 AdministracionIsidoro Alvarez, Presidente IndustriaGrandes Almacenes, Turismo, Servicios ProductosTextil, alimentacion, drogueria, perfumeria, complementos. Agencia de Viajes. Correduria de seguros. Servicios y productos informaticos. MarcasEl Corte Ingles (Alimentacion y Bazar, Cesta estandar), Hipercor (Alimentacion y Bazar, Cesta estandar), Aliada (Cesta basica). Ingresos17. 362,53 millones â‚ ¬ (2008) Beneficio Neto382 millones â‚ ¬ (2008) Empleados97. 389 (2008) FilialesHipercor, Bricor, Supercor, Opencor, Viajes El Corte Ingles, Informatica El Corte Ingles. Sitio webelcorteingles. es hipercor. es El Corte Ingles es el primer grupo espanol de distribucion y uno de los lideres mundiales de grandes almacenes. Con mas de 70 anos de experiencia, el Grupo ha mantenido desde sus origenes una politica de servicio al cliente y un constante interes por adecuarse a los gustos y las necesidades que demanda la sociedad. Esto le ha llevado a una politica de diversificacion y a la creacion de nuevos formatos comerciales. Ademas de los grandes almacenes El Corte Ingles, el Grupo cuenta con otras cadenas como Hipercor, Opencor, Supercor, Sfera, Telecor, Viajes El Corte Ingles, Bricor, Optica 2000 e Informatica El Corte Ingles, entre otras. El Corte Ingles es hoy uno de los lideres mundiales de grandes almacenes con una fuerte implantacion en el mercado espanol y con presencia en Portugal. Desde que en 1935 el fundador de la compania, Ramon Areces, adquiriera una sastreria denominada El Corte Ingles, la empresa ha mantenido un continuo crecimiento. La politica comercial de la cadena esta basada en cinco grandes pilares que se han hecho extensivos al resto de las empresas del grupo: calidad maxima, servicio, surtido, especializacion y garantia. La oferta de los grandes almacenes incluye un amplio abanico de productos y servicios que van desde articulos de ocio y cultura a mobiliario, moda y complementos, electronica de consumo, jugueteria, decoracion, alimentacion, joyeria. Los centros comerciales estan pensados para satisfacer al cliente con una amplia gama de surtido y especialidades, y con la mayor concentracion de oferta de moda femenina, masculina e infantil del mercado. Mas de un millar de firmas presentan cada temporada en los establecimientos sus nuevas tendencias y propuestas. Las mas conocidas marcas nacionales e internacionales, en algunos casos en exclusiva para El Corte Ingles, asi como las firmas de numerosos disenadores y modistos que cuentan con sus propios corners, convierten a El Corte Ingles en una enorme avenida que destaca por la variedad de oferta, la dimension del espacio y la calidad del producto. Clientes: El modelo de venta expresado anteriormente sigue siendo valido hoy. Asi en su documento de Responsabilidad Social Empresarial se senala que los cinco pilares de compromiso con el cliente son: †¢Calidad †¢Servicio Surtido †¢Especializacion †¢Garantia Estos cinco pilares han producido una fidelizacion importante de sus clientes y en 2008 sus centros recibieron mas de 600 millones de visitas. Esta fidelizacion se ha producido a pesar de ofrecer precios superiores al resto de competidores, aunque suple este inconveniente mediante la realizacion de ofertas, la induccion a la demanda mediante el esfuerzo publicitario mas gra nde que realiza cualquier empresa espanola, la carencia en el pago de compras y un amplio programa de financiacion automatica para la compra de sus articulos. Entre lo anterior cabe destacar que la Tarjeta de Compras de El Corte Ingles sea una de las mas populares en el bolsillo de los espanoles, con mas de 10,8 millones de tarjetas activas en 2008 y con un crecimiento constante desde su introduccion en 1968. Los titulares de la tarjeta de compras se benefician de una carencia automatica de un mes en el pago de la liquidacion mensual y la posibilidad de aplazar sin intereses los pagos a tres meses, o con bajos intereses hasta 36 meses. Ademas se benefician de al menos dos horas gratis en aquellos aparcamientos de pago de los centros y con la tarjeta se permite comprar cualquier producto que se venda en los centros pertenecientes al grupo El Corte Ingles inclusive productos estancados como Tabacos. Desde 2006 la tarjeta tambien permite el pago de compras en las estaciones de servicio del grupo Repsol. No obstante lo anterior el factor precio comienza a resultar importante para el cliente, sobre todo en lo referente a la compra de alimentacion con una fuerte competencia. Para evitar que esto suponga un problema y cambiar la percepcion de los clientes El Corte Ingles ha lanzado una marca blanca de cesta basica, Aliada, y ha iniciado una campana de publicidad para intentar cambiar esta percepcion sobre sus marcas. Grupo Eroski es una empresa cooperativa espanola de distribucion con sede en Elorrio, (Vizcaya). Fundada en el Pais Vasco en 1969, hoy cuenta con unos 20. 000 trabajadores repartidos por toda Espana. La empresa cuenta con alrededor de 2. 00 establecimientos de diferentes marcas, entre las que se incluyen los hipermercados â€Å"Eroski†, supermercados â€Å"Eroski City† y â€Å"Eroski Center†, supermercados â€Å"Aliprox†, supermercados â€Å"Cash Record†, supermercados â€Å"Caprabo†, supermercados â€Å"Familia†, â€Å"Viajes Eroski†, â€Å"Opticas Eroski†, â€Å"Perfumerias IF†, â€Å"Tiendas de Deporte FORUM† y â€Å"Tiendas de ocio y cultura ABAC†. El Grup o Eroski, es un conglomerado de sociedades de diferente realidad juridica y distinta composicion accionarial, pudiendo encontrar desde Sociedades Cooperativas (la matriz Eroski S. Coop. ) hasta SAs con porcentajes de participacion accionarial diferentes (ej Caprabo 70% o Vegalsa 50%). Es parte de la Corporacion Mondragon en la division de distribucion. El nombre Eroski es una contraccion de las palabras en euskera â€Å"erosi† (comprar) y â€Å"toki† (lugar), traducible como â€Å"lugar donde comprar†. Dos aspectos son relevantes: 1. La primera es la propiedad, de la que son depositarios en igualdad de condiciones unos 9. 000 trabajadores, con una persona un voto en la Asamblea General. . Actua desde su origen con la reinversion permanente de sus beneficios y destina el 10% de los resultados para el desempeno de Fundacion Eroski, que vertebra su accion social en favor del consumidor y la informacion, el desarrollo sostenible y la solidaridad. Consumidores socios : Son unos 450. 000 ciudadanos asociados como consumidores a este grupo cuyos representantes participan en el gobierno de la empresa. A la par, unos 100. 000 ciudadanos son Amigos de Fundacion Eroski. Todos ellos participan de modo voluntario en las acciones formativas que Idea Sana Eroski desarrolla con asiduidad sobre materias de interes del ciudadano, desde aspectos relativos a la salud como iniciativas de solidaridad en colaboracion con diferentes ONG. Iniciativas sociales: La Fundacion Eroski promueve igualmente iniciativas de cooperacion internacional para proyectos de desarrollo sostenible en paises necesitados. La Fundacion COPADE, la Fundacion AKWABA y la Federacion Espanola Religiosos Sanitarios F. E. R. S. ueron los utimos protagonistas al ser elegidos sus proyectos. En sus cuatro ediciones anteriores, la Fundacion EROSKI ha financiado los proyectos de las entidades que se mencionan por un importe que asciende a 536. 400,70 euros. En anteriores ediciones fueron beneficiarios los proyectos de Fundacion C. E. A. R. , Fundacion Intermon-Oxfam y COCEMFE, en 2003. Fundacion Ayuda en Accion, Fundacion Save The Children y Cruz Roja en el 2002. En 2001 fueron elegidos los proye ctos de Fundacion Vicente Ferrer, Fundacion Inter Red y Setem Cataluna. Su labor se ha visto reconocida durante el ejercicio 2004 con el Premio Europeo de Medio Ambiente a la empresa. El premio, otorgado por la Fundacion Entorno y respaldado por la Comision Europea, el Ministerio espanol de Ciencia y Tecnologia y la Sociedad Espanola de Participaciones Industriales, reconoce los esfuerzos de Grupo Eroski para el logro de un desarrollo compatible con la preservacion del entorno y el aumento del bienestar social. Asimismo, Grupo Eroski ha editado su Memoria de Sostenibilidad siguiendo las normas dictadas por Global Reporting Iniciative y AENOR. La Memoria es la primera publicada por una empresa de distribucion en Espana y ha sido elaborada conforme a la metodologia GRI2002, que ofrece una vision economica, social y medioambiental de la actividad de la empresa. Red comercial : La red comercial de Eroski en Espana, en noviembre de 2007 la formaban: †¢115 hipermercados â€Å"Eroski†. †¢1. 042 supermercados â€Å"Eroski Center†, â€Å"Caprabo† y â€Å"Eroski City†. †¢El Supermercado â€Å"Eroski Online†, su servicio de compra online de alimentacion. †¢280 oficinas â€Å"Eroski Viajes†. †¢52 gasolineras. †¢44 tiendas de deporte â€Å"Forum Sport†. 310 perfumerias â€Å"If†. †¢5 tiendas de ocio y cultura â€Å"ABAC†. †¢28 plataformas de distribucion. †¢Operador de Telefonia Movil (â€Å"Eroski Movil†). A esta red se le suman 584 autoservicios franquiciados. En Francia, Eroski cuenta ademas con 4 hipermercados, 16 sup ermercados y 17 gasolineras. En mayo de 2007 adquirio el 75% del Grupo Caprabo, ensena que se ha mantenido en mas de 300 tiendas en Cataluna y Madrid. Desde esa fecha los supermercados Caprabo comenzaron a sustituir sus productos de marca Caprabo por productos de la marca Eroski. Asi mismo, tambien se asocio con el grupo frances Intermarche, tambien conocidos como â€Å"Los Mosqueteros†, y EDEKA (Alemania) creando una Alianza Internacional para la negociacion y compra conjunta. Desde finales de 2007, Eroski participa en el negocio de la telefonia movil, actuando como operador movil virtual (OMV) con la marca Eroski Movil. Marcas : †¢Eroski: general †¢Eroski selectia: productos de alimentacion selectos †¢Eroski natur: productos de alimentacion naturales (carne, pescado, fruta) †¢Ecron: electrodomesticos †¢Berthen: electrodomesticos †¢VistoBueno: textil †¢Romester: productos deportivos Los productos de las marcas Eroski tienen como una de sus caracteristicas el incluir su nombre y diversa informacion aparte de en castellano, en euskera, catalan y gallego. Es una compania de distribucion, integrada dentro del segmento de supermercados, de capital 100% espanol. Su presidente ejecutivo es Juan Roig. A nivel nacional, esta presente en 46 provincias de 15 comunidades autonomas con una red de 1. 266 supermercados (25/02/10). Durante el 2007, alcanzo una facturacion de 13. 986 millones de euros, un 15% mas que en 2006. Sus instalaciones y clientes son atendidos por mas de 62. 00 personas en toda la cadena, de las que el 100% estan en situacion de fijos. Los supermercados, con una sala de ventas de unos 1. 300 metros cuadrados de media, responden a un modelo de comercio urbano de proximidad, con un amplio surtido en alimentacion (fresca y seca), drogueria, perfumeria y comida para animales domesticos. Desde1993, Mercadona se inicio en la filosofia de Calidad total. Esta de cision ha llevado a la compania a realinear sus objetivos instaurando el siguiente orden: Cliente, que internamente es conocido con el apelativo de â€Å"El Jefe†, Trabajador, Proveedor, Sociedad y Capital. Recreacion de secciones de Tienda â€Å"por ambientes†En grandes lineas esta filosofia tiene los siguientes efectos: Comercial: La estrategia comercial desarrollada por la empresa desde 1993 se denomina S. P. B. (Siempre Precios Bajos). Ademas, se esta trabajando sobre el aseguramiento de la calidad intrinseca de los productos impulsando la estrategia del Principio de Vida Recursos humanos: El modelo de Calidad total nos ha llevado a considerar al trabajador como segundo objetivo de la empresa. Ejemplo de ello es que el 100% de las mas de 62. 000 personas que componen la organizacion son fijos. Tambien es de destacar el pago del 100% del sueldo en caso de incapacidad laboral, disfrutar de unos sueldos minimos que superan la media del sector, asi como la formacion en Calidad total a las mas de 62. 000 personas en cursos especificos de 70 horas/ano por trabajador, entre otras. Mercadona es una compania espanola de distribucion con sede y origen en la ciudad de Valencia. Su nombre proviene de la fusion de las palabras en valenciano â€Å"Mercat† (Mercado) y â€Å"Dona† (Mujer). Los Supermercados Mercadona, con una sala de ventas de una superficie media de 1. 00 m? , responden a un modelo de comercio urbano de proximidad, y mantienen un surtido en alimentacion, drogueria, perfumeria y complementos que se caracteriza por potenciar la presencia de sus propias marcas blancas y reducir la oferta de aquellas marcas externas que no mantengan un minimo de rotacion. Origen e historia: Mercadona S. A. nace en 1977, dentro del grupo Carnicas Roig, propiedad de Francisco Roi g Ballester y su esposa Trinidad Alfonso Mocholi, con el objetivo de ampliar la comercializacion de carnes y expandirse al negocio de ultramarinos. En 1981 Juan Roig, uno de los hijos del anterior, compra a sus padres la empresa, que en ese momento cuenta con 8 tiendas de ultramarinos en Valencia, con el apoyo de su esposa y de sus hermanos Francisco, Amparo y Trinidad. Siendo nombrado su presidente ejecutivo, cargo en el que permanece hasta hoy, transforma los primitivos ultramarinos en una pequena cadena de supermercados que pronto se extenderian dentro de la Comunidad Valenciana. Aprovechando los parametros de crecimiento del sector de la distribucion durante los anos ochenta: modernizacion del sector e incorporacion masiva de la mujer al mundo laboral, Mercadona comienza una expansion que se va a ver limitada por la introduccion en el sector del capital frances lo que va a producir una concentracion importante del sector de distribucion alimentaria y, debido a su potencia, una presion sobre los proveedores para abaratar el producto que dificilmente podia llevar a cabo Mercadona en ese momento. La estrategia de expansion se realiza en un primer momento mediante la adquisicion de otras empresas de su sector que comienzan a acusar la presion del capital frances y asi se hace en 1988 con la adquisicion de los 22 supermercados de Superette, en 1989 con la adquisicion de las empresas Cesta Distribucion y Desarrollo de Centros Comerciales, en 1991 con la adquisicion de Dinos y Super Aguilar y en 1998 con la adquisicion de las cadenas catalanas de Almacens Paquer y Supermercats Vilaro. Tambien se firman alianzas como la alcanzada en 1997 con Almacenes Gomez Serrano para introducirse en el mercado andaluz. La concentracion mencionada coloca tambien a Mercadona en una situacion dificil en aquella epoca pero, a pesar de jugosas ofertas de compra de la empresa, Juan Roig decide mantenerla y explorar modelos de gestion que le permitan su crecimiento. En 1990 Juan Roig junto a su esposa Hortensia, se hacen con la mayoria del accionariado de la empresa. Como primera reaccion a esa concentracion Mercadona realiza una politica de ajuste de precios con los proveedores e invierte fuertemente en publicidad y en la realizacion de ofertas gancho, en las que se publicitan productos con un precio extremadamente atractivo compensandose el margen perdido con otros productos, pero pronto se ve que los resultados no son los esperados y se decide replantear la situacion mediante una estrategia nueva que vera la luz en 1993. Esta estrategia se realiza aplicando el modelo de Gestion de Calidad Total (GCT) que se constituye desde una perspectiva multidisciplinar e integradora que conjuga aspectos logisticos, fisicos, humanos y de liderazgo y cuyo fin es la creacion de valor para todos los grupos intervinientes en el negocio: clientes, proveedores, recursos humanos y capital. Conforme su memoria durante el ano 2009, los Supermercados Mercadona alcanzaron una facturacion de 15. 05 millones de euros, y un beneficio neto de 270 millones de euros con un EBITDA de 725 millones de euros. Su cuota de mercado en la distribucion alimentaria es del 12,8% con presencia en 46 provincias y 15 de las 17 Comunidades Autonomas de Espana, no presente unicamente en el Pais Vasco y en Navarra, a traves de sus 1. 264 establecimientos. Su plantilla esta compuesta de 62. 000 empleados de los que el 67% son mujeres y la totalidad de la contratacion es indefinida. El capital de Mercadona es mayoritariamente familiar y en 2008 su Consejo de administracion se componia de las siguientes personas: Modelo de gestion: El crecimiento y expansion de Mercadona es considerado como un exito que ha llamado la atencion a estudiosos del sector. Durante el periodo 1998-2003 el crecimiento de su volumen de ventas supero el 25% anual cuando el ratio normal del sector no suele superar el 9% siendo superada en crecimiento unicamente por Wal-Mart y consolidandola como la decimocuarta empresa de distribucion a nivel mundial. Segun Family Business Magazine esta entre las empresas familiares mas grandes del mundo, en el puesto 85 entre 250, siendo la numero 2 de Espana despues de El Corte Ingles. Segun su presidente Juan Roig, su estrategia central se ha resumido en la union de buenos salarios junto con una alta productividad, aplicando un modelo de gestion enfocado en el cliente denominado Gestion de Calidad Total (GCT). El modelo GCT en Mercadona fue adoptado en 1993 con el objetivo de defenderse ante la turbulencia que vivia el sector y establecer un modelo que ofreciera estabilidad en precios, proveedores y trabajadores que permitiera conseguir una clientela fija. Aunque los dos primeros anos tras la adopcion de la estrategia no se consiguieron resultados visibles a partir de 1995 se empiezan a cosechar los frutos de esta estabilidad y es a partir de este momento cuando comienza su crecimiento imparable. El modelo de Gestion de Calidad Total de Mercadona se enfoca en cinco aspectos de satisfaccion que por este orden son: †¢Satisfaccion del cliente (El Jefe en la terminologia de la empresa) mediante la estabilidad en los precios, los cuales siempre son atractivos, Siempre Precios Bajos, desechando la realizacion de ofertas gancho. †¢Compromiso de los empleados ofreciendoles estabilidad en el puesto de trabajo, homogeinizacion de niveles y responsabilidades, formacion continuada, incentivos sobre objetivos y unos salarios ligeramente por encima de la media del sector. Vinculacion con los proveedores basada en la confianza, relaciones a largo plazo, estabilidad y colaboracion. La compensacion en el ajuste del precio se le compensa mediante una relacion a largo plazo, plazos de pago mas cortos que la competencia, la transformacion de la marca propia a marca blanca y ayudas en mejoras productivas. En 1998 se crea la figura del Interproveedor productor que fabrica en exclusiva pa ra Mercadona y comercializa a traves de las marcas de esta. En 2008 el numero de Interproveedores alcanza los 100 de los mas de 2. 00 proveedores existentes. †¢Compromiso etico con el desarrollo y proteccion de la sociedad. †¢Vinculacion con el Capital, al cual, mediante la satisfaccion de los elementos anteriores, se le satisface mediante un aumento de la productividad y una constancia en los beneficios. Este Modelo ha recibido no obstante criticas de la mayoria de los actores implicados. Asi la desaparicion de marcas externas y la preeminencia de las marcas blancas de la propia distribuidora ha provocado quejas de consumidores y de proveedores. La politica social, que segun la empresa es parte integrante de su Modelo de Gestion mediante contrataciones indefinidas de la totalidad de la plantilla, acciones tendentes a la conciliacion de la vida laboral con la no apertura en festivos, apoyo a la natalidad con un mes mas de licencia por embarazo y el reparto de un porcentaje del beneficio entre los empleados que alcancen los objetivos propuestos ha sido tambien cuestionada en especial por el sindicato CNT que desde 2004 mantiene un conflicto laboral que fue dado a conocer por los propios empleados de la compania. Actualmente, el conflicto entre CNT y Mercadona sigue abierto, y se han presentado nuevas denuncias por acoso laboral y malos tratos hacia los trabajadores. En cuanto a los proveedores, ademas de las quejas de aquellos que fabrican marca propia por la retirada de sus productos, se han anunciado presiones excesivas de Mercadona a aquellos que fabrican sus marcas blancas, los conocidos por la empresa como Interproveedores, que limitan su libertad de accion, pretenden aduenarse de toda la cadena productiva o trasladar los costes de distribucion por expectativas no alcanzadas. Respecto a la acusacion de concentracion vertical cabe destacar la creacion por la familia Roig de Sociedades de Capital Riesgo como Angels Capital y Atitlan Alpha Capital que intervienen de forma prioritaria en las relaciones con los interproveedores. Marcas: †¢Hacendado – alimentacion †¢Deliplus – perfumeria en general †¢Compy – comida para animales †¢Bosque Verde – drogueria †¢Como tu – perfumeria mujer †¢9,60 – perfumeria hombre †¢El cafetal – cafe †¢Entrepinares – lacteos solidos Presencia geografica : Mercadona posee 8 bloques logisticos con mas de 600. 000 m? en Valencia, Malaga, Barcelona, Alicante, Sevilla, Tenerife, Madrid y Gran Canaria. Tiene previsto abrir 3 nuevos bloques logisticos en Leon, Granada y Zaragoza y dispone de 2 almacenes satelites en Leon y Baleares. En cuanto a superficies de venta Mercadona dispone de 1. 264 supermercados en Espana. OpenCor es una cadena de Tiendas de Conveniencia, lo que supone abrir los 365 dias del ano durante 18 horas. Pensadas para dar servicio al cliente y satisfacer sus necesidades de cada dia, la compra de ultima hora o cualquier olvido, los establecimientos OpenCor ofrecen una nueva forma de comprar, rapida, proxima, comoda y con la mejor garantia de calidad. Cuenta, ademas, con la ventaja de pagar con la tarjeta de compra de El Corte Ingles. OpenCor vio la luz el 18 de mayo de 2000, con la inauguracion del primer establecimiento en Majadahonda (Madrid). Desde entonces ha experimentado un rapido crecimiento con la apertura de tiendas distribuidas por toda Espana. Gracias a que su superficie de venta es inferior a 500 metros cuadrados, el formato permite gran flexibilidad para ubicarse en las principales capitales de provincia; A Coruna, Alicante, Almeria, Barcelona, Castellon, Cordoba, Gerona, Granada, Las Palmas, Lerida, Madrid, Malaga, Murcia, Pontevedra, Santa Cruz de Tenerife, Sevilla, Tarragona, Valencia y Zaragoza. Desde noviembre de 2008, es tambien la marca de referencia en las Estaciones de Servicio fruto del acuerdo entre El Corte Ingles y Repsol (hasta ahora como conocidas como Repsol-Supercor. La Superestacion). De esta forma, bajo la marca comercial OpenCor, encontraremos dos formatos de establecimientos: – Mas de 183 tiendas de conveniencia repartidas por todo el territorio nacional – Mas de 34 tiendas ubicadas en las Estaciones de Servicio Respsol- OpenCor. La Superestacion, adaptadas a las necesidades actuales, donde el cliente, ademas de repostar carburante, puede realizar su compra comodamente en una superficie de mas de 150 metros cuadrados . Se trata de una de las ensenas del grupo con mayor potencial de crecimiento. Los centros OpenCor ofrecen mas de 8. 00 articulos, que comprenden una amplia gama de articulos de alimentacion, drogueria, perfumeria asi como pan recien hecho, prensa y revistas, musica, peliculas, libros, juguetes, videojuegos y regalos. Ademas, en estas tiendas el cliente puede recargar su movil, revelar sus fotografias y realizar fotocopias. Las tiendas de OpenCor ofrecen una amplia y equilibrada gama de productos de alimentacion, perfumeria, regalos, ocio y prensa, ademas de otros servicios . Dentro de los planes de diversificacion de la compania, la ensena OpenCor represento un reto. El termino â€Å"OpenCor† se selecciono entre muchos, pues representaba perfectamente la vocacion con la que se creaba la nueva linea de negocio del grupo. El conjunto del termino, que unia la palabra del ingles â€Å"open† y â€Å"cor† resaltaba, por un lado, la importancia de que fuera una tienda siempre abierta y, por otro, la ventaja de contar con el respaldo y la garantia del lider. Datos de la Empresa: OpenCor es una cadena espanola de tiendas de conveniencia perteneciente al grupo de empresas El Corte Ingles, cuyo presidente es Isidoro Alvarez Alvarez y su director general Victor del Pozo Gil. Constituye un nuevo concepto de cadena de tiendas abiertas los 365 dias del ano durante 18 horas, pensadas para satisfacer las necesidades de cada dia, la compra de ultima hora, o cualquier olvido. Las tiendas Opencor presentan secciones de productos de primera necesidad (alimentacion, drogueria, y similares) asi como articulos de ocio (discos, peliculas, videojuegos, etc. ), regalos y otros productos. Opencor se inauguro el 18 de mayo del ano 2000 a traves de su centro de Majadahonda en Madrid. Las tiendas Opencor existentes en las estaciones de servicio de Repsol se denominan Repsol-Opencor y se gestionan por la sociedad Gespevesa,1 cuyo accionariado se reparte a partes iguales entre El Corte Ingles y Repsol. Previamente a esta denominacion se denominaron Repsol-Supercor desde 1998. Distribucion geografica: Opencor (Tiendas de Conveniencia S. A. ) y Repsol-Opencor (Gespevesa S. A. ) disponen de 187 tiendas en Espana: †¢58 en Madrid †¢40 en Andalucia †¢39 en Cataluna †¢32 en la Comunidad Valenciana †¢9 en Galicia †¢4 en Aragon †¢3 en Canarias †¢2 en Murcia Tienda tradicional: La tienda tradicional es un negocio en el que la gente puede adquirir bienes o servicios a cambio de una contraprestacion economica. Se trata de establecimientos pequenos con atencion directa por parte de un vendedor o dependiente, en el caso de algunas tiendas podemos encontrar mas de uno. Tambien le caracteriza la existencia de un mostrador que separa la sala de venta de los articulos de venta. En este tipo de establecimientos el cliente es asiduo y cercano al comerciante lo que hace que el trato y la atencion sea mas directo que en otro tipo de establecimientos como las grandes superficies. El dependiente suele conocer al consumidor y sus gustos, lo que le ayuda a saber como venderle y que venderle. El surtido suele ser limitado. Suelen tener poca variedad de cada producto, dos o tres marcas aproximadamente. Aunque son establecimientos son pequenos vende por su proximidad y cercania. Su tamano varia entre 15 y 50 metros de superficie. Este tipo de tiendas estan desapareciendo cada dia mas debido al asentamiento de las grandes superficies en las ciudades o nucleos urbanos y a la cercania de los supermercados. Lo que ha provocado el cierre de muchos de estos comercios en los ultimos anos. Tienda Tradicional 54 dosis cielo,azul, delicado 2,69â‚ ¬ Sensual 2,86â‚ ¬ La Toja (2,69)72 dosis cielo azul, delicado y frescor 3,90â‚ ¬ crystals azul, floral 3,99â‚ ¬ 480 gr36 dosis cielo azul y delicado 2,59â‚ ¬ 60 dosis 4,15â‚ ¬ Vernel Crystals 4,02â‚ ¬ 54 dosis azul 3,20â‚ ¬ Crystals 3,52â‚ ¬ 45 dosis azul, oceanico 2,69â‚ ¬ Marsella 2,86â‚ ¬ Relax 40 dosis 2,86â‚ ¬ 72 dosis Oceanico 3â‚ ¬ Colonia, Marsella, Rosa Hidratante 3,2â‚ ¬ Relax 64 dosis 3,2â‚ ¬72 dosis 3,30 144 dosis 5,70 essentis relajante de 64 dosis 3â‚ ¬45 dosis azul, oceanico, Marsella y rosa hidratante, 2,8572 dosis Azul 3 â‚ ¬ 750ml 3,67â‚ ¬ Azul y caricias. azul y caricias 4 â‚ ¬ 45 dosis Marsella y Aloe vera. 2,86â‚ ¬ 45 dosis 2,82â‚ ¬ azul, caricias, aloe vera 72 dosis 3,90â‚ ¬ azul, caricias y aloe vera4 litros 4,95 oferta, antes a 6,42 45 dosis Caricias 2,59â‚ ¬ Aloe vera 2,85â‚ ¬ 72 dosis 3,41â‚ ¬ Azul y flores72 dosis el 2,40â‚ ¬ flores blancas y brisa suave. 72 dosis es de 1,7â‚ ¬ colonia, aire rocio, aire prima, aire Marsella, aire pasion, aire verano, aire colonia. 2 litros 1,15â‚ ¬ 4litros 3â‚ ¬ 2 litros azul 2,15â‚ ¬72 dosis azul, spa, colonia, talco 1,60 â‚ ¬ 1,5 litros azul 2,15â‚ ¬ Conclusion: Empresas de suavizantes: UNILEVER Desde mediados del siglo XX, Unilever opera en Espana a traves de marcas presentes en la vida diaria de los espanoles. La presencia de Unilever en Espana se remonta a 1948. Desde entonces, ha experimentado un proceso de crecimiento similar al de la compania a nivel mundial. Actualmente, aproximadamente 1. 200 personas trabajan en nuestro pais, donde Unilever dispone de sus oficinas centrales en Barcelona y dos plantas industriales en Leioa (Vizcaya) y Aranjuez (Madrid). Ademas de una red comercial distribuida por todo el pais. En 2005, el grupo lanzo el programa One Unilever, con el que quiso reforzar su imagen corporativa. Mimosin es una marca emblematica en la categoria de suavizantes. De gran tradicion, siempre ha sido sinonimo de suavidad y caricia, ahora tambien incorpra fragancias para dejar en la ropa un agradable y fresco aroma. Mimosin esta presente en nuestros hogares desde hace varies generaciones y con una enorme notoriedad gracias a la presencia entranable de su icono: el osito de Mimosin. AC MARCA Notit pertenece al GRUPO AC MARCA, es un grupo internacional que tiene filiales en Portugal, Francia, Republica Checa, Mexico, Hungria, Rumania, Chile, Republica Eslovaca. Exporta a mas de 50 paises en todo el mundo. AC MARCA es la empresa que engloba las marcas enfocadas al cuidado del hogar: detergentes, limpiahogares, insecticidas†¦Sus marcas consolidadas y lideres en su segmento de negocio como NORIT, ALEX, YAK, ORION, GIOR e IBERIA estan en constante evolucion para ofrecer mejores soluciones adaptadas a las necesidades del consumidor del S. XXI. NORIT: NADA LAVA CON MAS CUIDADO. La marca lider en el cuidado de las prendas delicadas, ha evolucionado igual que sus consumidoras y hoy ofrece una amplia gama de productos para el cuidado de la ropa. Norit bebe (hipoalergenico), Cuidado delicado (a mano y a maquina), Pieles sensibles, Prendas modernas, Suavizante†¦ En 1944 nace la marca Norit, el primer detergente para lavar lana y seda, con su emblematico borreguito. En 1974 Norit crece con las versiones en liquido para lavado a mano. En 1995 se inicia la expansion internacional del grupo. HENKEL Henkel – A Brand Like a Friend – Este lema sintentiza la vision de hacer la vida de las personas mas facil, mejor y mas agradable con nuestras marcas y tecnologias. Con sede central en Dusseldorf (Alemania), Henkel cuenta con 52. 000 empleados en todo el mundo y es una de las empresas alemanas con mas presencia internacional en el mercado global. Consumidores de 125 paises en todo el mundo confian en las marcas y tecnologias de Henkel. El grupo aleman se instalo en Espana en 1960 tras comprar la empresa espanola Gota de Ambar, S. A. Actualmente Henkel Iberica cuenta con una plantilla de unos 1. 550 empleados. En 2008 la filial alcanzo unas ventas a terceros de 639 millones de euros. Henkel cuenta con 4 centros de produccion y distribucion en la Peninsula Iberica: Montornes del Valles, Sant Adria de Besos, Abrera y Sevilla, ademas de 3 centros de distribucion adicionales en Azuqueca de Henares, Castellbisbal y Sant Andreu de la Barca. Henkel opera en tres areas de negoci Vernel es la marca de suavizantes para la ropa que no solo suaviza tus prendas, sino que las deja con una agradable fragancia que permanece por mas tiempo. ?Caracteriscas del producto: Un frescor de ensueno Pieles sensibles Aromaterapia