How To Extract DNA

How To Extract DNA DNA or deoxyribonucleic acid is the molecule that codes genetic information in most living organisms. Some bacteria use RNA for their genetic code, but any other living organism will work as a DNA source for this project. DNA Extraction Materials While you can use any DNA source, some work especially well. Peas, such as dried split green peas,  are an excellent choice. Spinach leaves, strawberries, chicken liver, and bananas are other options. Dont use DNA from living people or pets, as a simple matter of ethics. 100 ml (1/2 cup) of a DNA source1 ml (â…› teaspoon) table salt, NaCl200 ml (1 cup) cold waterenzymes to denature protein (e.g., meat tenderizer, fresh pineapple juice,  or contact lens cleaning solution)30 ml (2 tablespoons) liquid dishwashing detergent70-90% rubbing alcohol or other isopropyl or ethyl alcoholblenderstrainercup or bowltest tubesstraws or wooden skewers Perform the DNA Extraction Blend together 100 ml of DNA source, 1 ml of salt, and 200 ml of cold water. This takes about 15 seconds on high setting. You are aiming for a homogeneous soupy mixture. The blender breaks apart the cells, releasing the DNA that is stored inside.Pour the liquid through a strainer into another container. Your goal is to remove the large solid particles. Keep the liquid; discard the solids.Add 30 ml liquid detergent to the liquid. Stir or swirl the liquid to mix it. Allow this solution to react for 5-10 minutes before proceeding to the next step.Add a small pinch of meat tenderizer or a squirt of pineapple juice or contact lens cleaner solution to each vial or tube. Swirl the contents gently to incorporate the enzyme. Harsh stirring will break the DNA and make it harder to see in the container.Tilt each tube and pour alcohol down the side of each glass or plastic to form a floating layer on top of the liquid. Alcohol is less dense than water, so it will float on the liquid, but you don t want to pour it into the tubes because then it will mix.  If you examine the interface between the alcohol and each sample, you should see a white stringy mass. This is the DNA! Use a wooden skewer or a straw to capture and collect the DNA from each tube. You can examine the DNA using a microscope or magnifying glass or place it in a small container of alcohol to save it. How It Works The first step is to choose a source that contains a lot of DNA. Although you can use DNA from anywhere, sources high in DNA will yield more product at the end. The human genome is diploid, meaning it contains two copies of each DNA molecule. Many plants contain multiple copies of their genetic material. For example, strawberries are octoploid and contain 8 copies of each chromosome. Blending the specimen breaks apart the cells so you can separate the DNA from other molecules. Salt and detergent act to strip away proteins normally bound to DNA. The detergent also separates the lipids (fats) from the sample. The enzymes are used to cut the DNA. Why would you want to cut it? The DNA is folded and wrapped around proteins, so it needs to be freed before it can be isolated. After you have completed these steps, the DNA is separated from other cell constituents, but you still need to get it out of solution. This is where the alcohol comes into play. The other molecules in the sample will dissolve in alcohol, but DNA does not. When you pour alcohol (the colder the better) onto the solution, the DNA molecule precipitates so that you can collect it. Learn More About DNA 10 Interesting DNA FactsDNA Versus RNADNA Facts Quiz

The 31 Best Books to Read in High School

The 31 Best Books to Read in High School SAT / ACT Prep Online Guides and Tips A huge number of books exist out there, ready and waiting for you to read them. Whether you prefer manga or ancient, epic poems, reading is great for all sorts of reasons. What follows is a list of highly beneficial books to read in high school (or after!). These are remarkable books- books that made history, books that challenge societal perceptions of the world, and books that are quite simply interesting and moving. The books are presented in alphabetical order, and a short description is given for each book, as well an explanation of why it is worth reading. Why Is Reading Important? Why should you read these books? Why should you read at all for that matter? Reading is essential to communication, especially in an era of emails and texting. Beyond even that, though, reading has an array of crucial purposes. It will help improve your grades and test scores. You'll learn about other places, other times, and other cultures. You'll encounter issues you can relate to- issues that speak to you and challenge you to think and feel in new ways. You will grow, empathetically and intellectually. Plus, you'll understand more of the references that crop up all the time in pop culture. Below are 31 books to read in high school that will help you prepare for college and beyond. 1984 (George Orwell) This dystopian novel by George Orwell was written 35 years before the date referenced by the title. In this book, Orwell tells a story that warns readers about the possible consequences of complacency in the face of rising dictators (think Hitler and Stalin) and burgeoning technology ripe for misuse. He describes a world where everything is monitored, right down to citizens’ thoughts, and where any opposition to the ruling class is punishable by extreme measures. The oft-encountered quote, "Big Brother is watching," finds its origin in this novel. The Adventures of Huckleberry Finn (Mark Twain) This sequel to Mark Twain’s The Adventures of Tom Sawyer is much graver in nature than its predecessor. There are still plenty of good antics worthy of a laugh, but it concerns itself largely with a young boy’s attempt to escape severe family dysfunction and the moral implications of his taking an escaped slave as a companion on his adventure down the Mississippi River. Readers should be warned that the "n-word" is used liberally throughout the novel, which tends to be jarring to many a modern ear. Mark Twain wants you to read his novel(s). The Awakening (Kate Chopin) Set in the Creole culture of the late 1800s, this novel by Kate Chopin details one woman’s process of becoming aware of herself. At the time, women were essentially property, and they were expected to act in demure and socially acceptable ways. As the protagonist "awakens" to her emotional and sexual needs, as well as the ultimate truth of her own independence, all sorts of problems ensue. The novel examines the balance between self-respect and selfishness. The Bell Jar (Sylvia Plath) This autobiographical novel by poet Sylvia Plath explores the deep, dark reality of mental illness. The protagonist, Esther, a stand-in for Plath herself, is a college student exploring her talents, interests, and sexuality as she descends into an unsettling spiral of mental instability. It is essential for students to understand the seriousness of mental illness as it is so earnestly portrayed in this book. Black Rain (Masuji Ibuse) Black Rain, by Masuji Ibuse, is about the very immediate, human consequences of the atom bombs dropped on Hiroshima and Nagasaki. It follows a small family of survivors, detailing what happened to them during the days of the bombing and what the effects are some years later. The book adopts a gentle, subtle tone, and yet it is not afraid to delve into very explicit and challenging topics related to the bombings. Bless Me, Ultima (Rudolfo Anaya) This semi-autobiographical novel by Rudolfo Anaya contains a healthy dose of magical realism and is considered a staple of Chicano literature. It combines Spanish, Mexican, and Native American influences, showing openly the ways in which these forces within the protagonist’s life come into conflict. Young Antonio is growing up in a world that leaves him with more questions than answers: major questions about life and death, good and evil, and so on. These issues seem too big for his six-year-old mind, and yet he grapples with them valiantly through the end of the novel. Antonio has lots of questions surrounding his faith traditions. Brave New World (Aldous Huxley) In Brave New World, Aldous Huxley explores themes similar to those found in Orwell’s 1984. Huxley wrote this novel earlier than Orwell wrote his, and yet both deal with dystopian concepts. In particular, Huxley balances utopian and dystopian interpretations of a world that is highly controlled, easily manipulated, and extremely dysfunctional, ready to fall apart at any provocation. There are insiders of and outsiders to this world, and each character views and interacts with the society in a different light. Bury My Heart at Wounded Knee (Dee Brown) Dee Brown covers a lot of historical ground in this book. In it, Brown describes the history of European Americans as they interact with (and slaughter) the Native Americans who already inhabit what they claim as their country. It’s an infuriating and accurate tale of mistreatments and abuses, as well as the unfortunate decline of a noble people trying to defend their established way of life. It’s essential for students to understand this part of United States history. The Catcher in the Rye (J. D. Salinger) This bold and controversial novel by J. D. Salinger centers around ideas including adolescent sexuality and relationships. The protagonist is constantly bouncing around from person to person, place to place, activity to activity. Critics were greatly offended by Salinger’s frank discussions of sexual matters and his generally very casual style. This book is an important read in part because of its direct relevance to struggling adolescents and the issues they face. The Crucible (Arthur Miller) Arthur Miller wrote this tragic play in the early 1950s. While it is somewhat loosely based on the Salem witch trials of 1692, and while it is likely intended as an allegory to McCarthy’s rooting out of suspected Communists at the time of the play’s writing, the issues it touches on are much more broadly applicable. This is an important dramatic work on how hysteria, cruelty, and ignorant gullibility destroy communities. Bonus: Studying The Crucible for school and struggling? Check out ourThe Crucible study guides here! There are lots of accusations of creepy stuff in The Crucible. The Diary of a Young Girl (Anne Frank) Anne Frank’s published diary is different from a typical literary work. It’s a true account of the life of one Jewish girl during the Holocaust, and, while Anne Frank wrote some passages with publication in mind, others she did not. When the book was first published, many passages that her father, Otto Frank, found too long, unflattering, or inappropriate were excluded. Today, the book is available with all material included. Gaining some understanding of this horrific genocide is crucial to students. Fahrenheit 451 (Ray Bradbury) Books are on trial in this astounding work by Ray Bradbury. Set in yet another dystopian future where firemen are employed to burn books and the houses that contain them, Fahrenheit 451 tells the story of a fireman who begins to wonder what books have to offer. This novel is an ode to literacy, and, while it has its tragic moments, it ultimately leaves readers with a message of hope. Flowers for Algernon (Daniel Keyes) Daniel Keyes writes a very warm and human form of science fiction in Flowers for Algernon. The novel tells the story of a man considered mentally retarded who is selected for an intelligence-enhancing surgery. The book follows the effects, both positive and negative, that come from the sudden change in his I.Q. This is a moving read for students who wish to understand how intelligence plays into our humanity. For Colored Girls Who Have Considered Suicide When the Rainbow is Enuf (Ntozake Shange) In For Colored Girls†¦, Ntozake Shange creates choreopoetry (poetry meant to be performed with movement and dance) that covers important themes of race, gender, abuse, and perseverance. It’s largely a deep and dark poem, but it contains a message of hope. This is an awesome opportunity for readers to get exposure to poetry in a very relevant and theatrical form. The rainbow contains all sorts of symbolism. Frankenstein (Mary Shelley) First off, let’s all be clear: as some will already know, Frankenstein is not a monster. Rather, the very human Victor Frankenstein is responsible for creating what we recognize as the monster from the story; the creature itself is nameless. Mary Shelley wrote this Gothic thriller in the early 1800s, and yet we remain fascinated by this tale of playing God and facing the consequences. It’s an eerie tale with themes that run deep. The Grapes of Wrath (John Steinbeck) John Steinbeck’s masterful The Grapes of Wrath centers around the Great Depression and the Dust Bowl in American history. It’s a story of hope and despair, moving from one to the other and back again seamlessly throughout the novel. While loaded with biblical allusions, it is not heavy-handed with them, and the writing is often praised as realistic and beautiful. Great Expectations (Charles Dickens) Great Expectations, by Charles Dickens, is a staple of English literature. It’s one of his most autobiographical works; it tells the story of a young boy, orphaned and poor, who ultimately experiences a drastic change in his fortunes. In addition, he learns much about love, trust, and relationships in this coming-of-age novel. As the title suggests, the novel also contains discussions of hope, disappointment, and expectations. The Great Gatbsy (F. Scott Fitzgerald) F. Scott Fitzgerald wrote in The Great Gatsby a novel that in many ways closely reflected his own experience. The decadence of the Jazz Age was, as is revealed in the novel, both enticing for many and revolting for some. The Great Gatsby follows the quest of a wealthy young man to win back the love of his life by extravagant displays of riches and social connections. As the plot builds to its climax, readers, along with Gatsby's simpler, humbler friend and neighbor, are left to ponder the passing of an era in American history. BONUS: Reading The Great Gatsby for school but finding it hard to keep track of all the characters? We have several study guides that might be able to help, including our guide to all the characters in The Great Gatsby. The Joy Luck Club (Amy Tan) Amy Tan’s novel, The Joy Luck Club, deals with intergenerational and intercultural questions. Tan seeks to represent the Chinese-American experience while also representing issues of mother-daughter relationships and the passage of time. The book focuses on four mother and four daughters across four sections of the novel for a total of sixteen stories that come together to complete this total work. Lord of the Flies (William Golding) William Golding’s Lord of the Flies speaks to the evil and degenerate potential that lurks within each human. It can be interpreted religiously, politically, psychoanalytically, or any number of other ways, but the basic premise is that a group of schoolboys stranded on an island descend into grotesque savagery. It’s a disturbing story, to be sure, but one that is important to be familiar with in a world where savage instinct too often presents itself today. The Lord of the Rings and The Hobbit (J. R. R. Tolkien) As with any work, The Lord of the Rings and The Hobbit are not everyone’s cup of tea, but they’re hugely rewarding pleasure reading for too many fans to count. Tolkien’s masterpieces are more than just pleasure reading, though; the trilogy covers major themes of the epic struggle between good and evil, the necessity of persevering through immensely difficult ordeals, and how to apply mercy. Tolkien asks major questions about those who are evil versus those who are misguided and what we should do when our paths intertwine with any such individuals. The Hobbit is lighter and more kid-focused, but still addresses important themes. The Odyssey (Homer) The Odyssey is an epic poem nearly three thousand years old that’s attributed to the blind poet Homer. It tells the story of a war hero’s ten-year quest to return to his home, wife, and son. He encounters a number of varied setbacks along the way, and the trouble isn’t over when he gets home. The Odyssey deals with human interactions with the gods, bringing up questions of righteousness, wrongdoing, and pride as well as ideas of faithfulness and patience. Odysseus was a fan of the ladies. Oedipus Rex (Sophocles) This play by Greek dramatist Sophocles is about a man who inadvertently kills his father and marries his mother. It’s dark subject matter, and nothing good comes of it, as you may well suspect. This another example, as in The Odyssey, of the divine tinkering with human lives and the great sin of pride. One Flew Over the Cuckoo's Nest (Ken Kesey) Ken Kesey documents in this work the darkest side of mental health care as it existed in the 1960s. While certainly not all mental health care was like what’s described in the book, nor is it all like that today, audiences of the novel are aghast that any care might even vaguely resemble the horrors discussed. Despite how disturbing the storyline is, it’s important for readers to recognize the vulnerability of this too often overlooked segment of society. Pride and Prejudice (Jane Austen) Jane Austen’s Pride and Prejudice follows a family with five daughters, all unwed, and all, due to English customs of the late 1700s and early 1800s, in need of wedding. Of the five daughters, Elizabeth is the focus of the novel, though the others are discussed aplenty. While marriage is one of the central ideas in the novel, there are plenty of other themes to be picked apart, including ones that touch on pride, prejudice, first impressions, love, misunderstanding, and manipulation. This is, all around, a classic piece of literature, and one with which to be familiar. Next up: one of my favorites, William Shakespeare. Romeo and Juliet or Hamlet (William Shakespeare) William Shakespeare’s Romeo and Juliet is familiar to most people on some level: two teenagers from feuding families fall in love and ultimately sacrifice their lives to their passion. Of all of Shakespeare’s works, it's a particularly popular one to read in high school for a variety of reasons. For one thing, it deals explicitly with teenaged love, and, for another, it’s a relatively simple plot that’s nonetheless action-packed. It also opens with a shameless series of very witty dirty jokes, and such humor is scattered throughout the rest of the show. Then there’s the thematic material, which includes obedience, fate, and rash decisions, among others. For those who don’t wish to read about teenagers mooning for each other to the point of suicide, there’s always Hamlet. This story follows a Danish prince whose father has died and whose mother has almost instantly married the father’s brother. When Hamlet discovers, via an appearance of his father’s ghost, that his uncle murdered his father, all sorts of interesting events ensue. There’s madness (real and feigned), murder, suicide, treason, and a lot of waffling over the right course of action. As an added bonus, those who read Hamlet may wish to read Tom Stoppard’s Rosencrantz and Guildenstern Are Dead. It follows the events of Hamlet from the perspective of two minor and typically much-maligned characters. It’s also hilarious, if absolutely weird. Slaughterhouse-Five (Kurt Vonnegut) Slaughterhouse-Five is a fictional account of events in some ways very similar to what the author himself experienced as a prisoner of war in WWII. He writes about the atrocities humans commit upon each other, and he also mixes in a number of other concerns, some heavy, some light, such as death, aliens, and the ability to see other points in time, past or future. Their Eyes Were Watching God (Zora Neale Hurston) The novel Their Eyes Were Watching God by Zora Neale Hurston has been much criticized over the course of its history, and yet it stands as one of the great classics of American literature. It tells the story of a black woman who is full of zest and passion and who is passed from man to man as she goes through life. With her first husband, she is absolutely miserable; with her second husband, it’s more bearable, for a time; and with her third man, she finds happiness. The trials and tribulations she undergoes with all three make for an interesting examination of what it takes for Janie to free the strong, confident woman within. (Not an actual representation of Janie. Same approach to life, though.) Things Fall Apart (Chinua Achebe) In Chinua Achebe’s Things Fall Apart, readers encounter a complex and beautifully rendered examination of life with the Igbo tribe in Africa, both before and after the white man’s interference. Okonkwo is the protagonist, and he goes through a number of difficulties that put him in the position of making distasteful decisions. Readers are left to wonder whether things are falling apart because that’s simply the way of the world or whether different decisions could have kept them together. The inevitability of change is neatly demonstrated. To Kill A Mockingbird (Harper Lee) Harper Lee’s To Kill a Mockingbird deals with elements of racism, courage, sympathy, understanding, and hope. It tells the story of a small town where a black man has been falsely accused of raping a white woman. The daughter of the lawyer defending the accused is the main protagonist, and another aspect of the story is her journey from bemused mockery to gentle understanding with regard to an eccentric man in the town. To Kill a Mockingbird rose to prominence during the Civil Rights Movement and remains as potent today as it ever was. The Ugly American (Eugene Burdick and William Lederer) The Ugly American by Burdick and Lederer is a denouncement of the American practice of sending insensitive diplomatic figures into foreign countries. Through a series of vignettes, it demonstrates American inefficiency overseas. It so impressed John F. Kennedy while he was a Democratic senator that he sent a copy to each and every one of his Senate colleagues. It can be an uncomfortable read, but a worthwhile one. Conclusion If you can read through these 30-odd books before you graduate high school, you'll be in a good shape, from a literary perspective. Even if you can't read all of them, picking a few would not be a bad place to start. You might start with those that simply sound the most interesting to you, or you could look for themes in the books that relate to what you're learning in school. If you're studying McCarthyism, for instance, maybe try The Crucible; if you're studying the Holocaust, maybe try The Diary of a Young Girl. These stories are immensely powerful. Some are newer, having instantly won their place in the pantheon of classics, while others have proven themselves by withstanding the test of time. Readers will find that they resonate with some books more than others, and that's fine; the point is that all of these books have important messages to communicate, and I encourage readers to be open to finding out what those messages are. Open a book, and you'll find all sorts of messages! Usually not in bottles, though. What's Next? A lot of these books may be read or referenced in AP English Lit classes. Check out our guide to AP Literature for tips on preparing for the exam. If you're not sure whether to take AP English Language or AP English Literature, allow us to provide you with some thoughts on the topic. While we're on the topic of literature, why don't you take a moment to read some recommendations on which English classes you should take during your high school career? Are you both a reader and interested in becoming a doctor? Then you should definitely take a look at our list of books to read as a pre-med student. And as a reminder, if you decide to read The Great Gatsby or The Crucible, you can check out our analyses of each to help you along the way! Want to improve your SAT score by 160 points or your ACT score by 4 points? We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Cultural Diversity in the Management Hierachy Research Proposal

Cultural Diversity in the Management Hierachy - Research Proposal Example Diversity covers various aspects of the employees ranging from gender, physical ability, social background, age, educational qualifications, race, color, ethnic origin etc. Cultural diversity basically deals with diversity in the cultural backgrounds of employees, which comes from factors like race, color and ethnic origin. In contrast to the confined definition of cultural diversity, the topic of this[not sure why you say your approach is in contrast Do you mean that you're being inclusive of both approaches], cultural diversity in this proposal encompasses all the factors that come in the preview of generally accepted aspects of equal opportunity. Diversity of late is not just a matter of following rules or of being a 'good thing' to do, but an inevitable requirement in the light of recent global developments. Many organizations are now operating in a more global environment either because of their direct involvement or indirect involvement through their value chain. The end customers are also becoming more and more concerned about the treatment afforded to the employees of an organization before purchasing their product or availing their service. All the pointers clarify the urgency with which diversity management programs and equal opportunity policies have to be rolled out at an organizational as well as at a national and indeed international level. Now that the requirement to recognize and value cultural di... The cues may be taken from existing research on diversity management and specifically in the middle - eastern countries. Enforcing diversity related policies in the middle - east throw up a different set of challenges from the rest of the world. The context of enforcement should comply with the strong religious sentiments that exist in these countries. For example, rights of women pertaining to driving, family law etc are different in different middle - eastern countries. They have varying degrees of restrictions or freedom regarding several social aspects which in turn affect the work life balance. UAE in particular has been more exposed to the global world through active participation in trade. Hence the strategies may be slightly different in UAE, though the middle - eastern influence cannot be ignored. There is some form of diversity management mainly initiated by the Multi-National Corporations (MNC's) as a part of their company policies. In the absence of set legislative rules for enforcement, existing practices by the MNC's from the Middle East and outside may be used as a benchmark to analyze t he current situation of UAE. In general there have been several developments in diversity management in organizations. The status of diversity management policies and programmes has moved from a purely HR responsibility to the strategic level. The well being of an organisation in terms of effectiveness and performance could be said to be largely dependent on the changing demographics (Duffy, 1994) [if you believe this to be the case, you need to support your argument with evidence, or at the very least to say somethings like 'as I will go on to demonstrate']. This can only be achieved, with the representation of all the demographics

Exclusionary Rule by the Supreme Court Case Study

Exclusionary Rule by the Supreme Court - Case Study Example Therefore, the Supreme Court justifies the use of this clause on deterrent effect except on certain exceptions that the court perceives to be necessary. Therefore, the Exclusionary Rule is used by the US Supreme Court to uphold the rights of individuals against police harassment, and ensure that the police conduct has to be deliberate and lawful; otherwise the Exclusionary will deter it. In Weeks v. United States, a United States Marshal gained entry to Fremont Week’s home without any warrant, and seized books, money, papers, and other properties. Consequently, Weeks petitioned the court claiming the return of his property, with the argument that the search of his premise was illegal as there was no warranty from the courts to legalize the search. Thus the search was in violation of the Fourth Amendment (Kaminiski, 2010). However, the district court denied Week’s petition and admitted the seized property as evidence. Weeks appealed the ruling and the Supreme Court Grant ed Certiorari (Kaminski, 2010). The Supreme Court on its findings ruled that if it was possible to seize letters and documents from a defendant and use such evidence against them in any offense, this challenged the supremacy of the Fourth Amendment, which protects and declares the rights of the citizens against any forced searches seizure of property. Thus, in case a court admitted such evidence, the Fourth Amendment should be as well be stricken off the constitution. Therefore, the Supreme court in its ruling established that while it was praiseworthy for the police to prosecute and access evidence, such worthy efforts cannot be based on an act that would sacrifice and erode the gains of the great principles established by many years of suffering, and which has led them to be embodied in the Supreme law of the land. The court also mentioned the Adams vs. New York case in reiterating that the Fourth Amendment aimed at securing the rights of the citizen and their privileges against a ny unlawful invasion of their sanctity of in their home by law enforcers. This ruling vindicated the police for carrying out forceful searches without proper warrants, which amounted to abuse of the police doctrine to uphold law and protect the rights of the citizens. The Police were supposed to obtain a legal warrant, and proceed to access such evidence in the most lawful way. However in another case Mapp v Ohio the Supreme Court unlike in the first case held that the Exclusionary Rule was as well applicable to any state criminal trials. In Mapp v. Ohio 467 S.S. 643(1961), the defendant was convicted of having certain lewd books, photographs, and pictures that contravened the Ohio law. Three Cleveland police officers entered Mapp’s home, and demanded entrance by force. After demanding a search warrant that the police did not have, the police called for backup and gained access by force to Mapp’s residence (Carmen, 2010). Similalry, after searching the residence, the p olice recovered the above materials, and produced them in court against Mapp. The trial court admitted the materials and convicted Mapp. However, the ruling was overruled by the Supreme Court on appeal. Thus, the court held that the Fourth Amendment on protecting the right to privacy applies to all States, through the Due Process Clause of the Fourteenth Amendment. The Supreme Court in this ruling suggested that the same rules

The Revolt Of Mother: The Power Of Decision Essay -- Mary Wilkins

The Revolt of Mother: The Power of Decision Decisions shape our lives. In history , the decisions of leaders and generals have changed the course of mankind. In today's world , multi-billion dollar corporations rest on the decisions of a few select executives. On a smaller but no less important scale, acting on decisions can liberate people from stagnation. In the story "The Revolt of Mother" the main character shows us the power of acting on decisions. Mother recognizes the wrongs of her situation and weighs the effect on her family. In the end she acts to free herself and her family from forty years of wrong. Mother lives forty years with a suppressed dream—a new house promised to her after her wedding. She lives with the everyday routine of cleaning the house and cooking pies for the family. This shows the stagnation of her everyday existence; an existence brought about by forty years of non- decision. Mother stays content with her shack. "She was a masterly keeper of her box of a house. Her one living room never seemed to have in it any of the dust which the friction of life with inanimate matter produces"(LACpg.284). This shows the lack of empowerment mother has at this time of the story. This state is partly due to the society—a time that was male dominated and discouraged the wife to speak out—and partly because mother just feel into a routine that included everything except her happiness. I felt that mother centered her life around providing for her family but forgot to look towards her own needs. She bakes pies, cooks dinner and it everything else except things that made her happy. Mother discovers disturbing news when she learns that her future house is giving way to Father's new barn. Mother would have probably let her dream die if it were not for a conversation with her daughter. Mother realizes that it's not just her happiness involved. This breach of contract now involved the happiness of the family. Mother does something that changes her state: she decides and acts on it. Many times our personal happiness takes a back seat in a busy world. I forget my own need sometimes just trying to please loved ones—mom, dad, mom, dad. Sometimes when someone else's happiness is in jeopardy I'm more inclined to act. Mother is ashamed that her daughter is going to be married in such a small, drafty house. "I want you to lo... ...gave Mrs. Penn a name— Sarah—in the end because she claims the god given right to be noticed and heard. Sarah Penn reminds me of another historical figure that forced a change—Mrs. Rosa Parks. Mrs. Rosa Parks decided that she was tired so she sat in the white section of the bus. Her decision to sit and her act of defiance forced us to re-evaluate Civil Rights. We were forced to know her name and realize her wrong. The power of acting out a decision gave Mrs. Rosa Parks a name and a voice that others rallied around to right a breach of contract. A decision that is made and acted upon has no other outcome but results. It forces a change to happen and sets us free from a circular trap of inaction and indecision. I decide tonight to break a cycle of indecision by calling someone. For an entire week I was thinking up reasons to call this person. For an entire week I was caught in indecision. In the middle of writing this paper, I decide to bite the bullet and call. Sure enough, I broke the cycle and received some results. The results raised some new problems—a decision of where to bring her for l unch. I will take this kind of decision over a week or wondering any day.

Vertu Luxury Branding

VERTU presentation for â€Å"Branding for Luxury Products† course. HISTORY The VERTU originally started in 1998 in Great Britain, now wholly owned subsidiary of Finnish company Nokia. The same year founder and Chief Designer, Italian Frank Nouvo began putting his ideas for Vertu on paper and the board of Nokia gave the project a green light. Frank Nuovo was a design strategist at Nokia from 1995 to 2006, when he left to become Vertu’s lead designer full time. Also in 1998 the company made it a company principle of hand making their products with â€Å"exotic, rare and naturally durable materials†.In 1999, their characteristic V form was established, and it is still highly visible across the Vertu product portfolio. In 2000 Vertu began taking shape as a company, locating their headquarters in England, and started an extensive Research and Development- project and decided on some of the parts that would go into the phones as well as some design decisions, such as t he use of sapphire crystals as a design-tweak. Three years in to operations, Vertu was granted the Vertu Concierge Service as a patent and this is still one of Vertu’s edges in the luxury cell phones market. Vertu launched what they themselves call the â€Å"†¦ irst ever luxury mobile phone† near the Eiffel tower in Paris in 2002, the Vertu Signature. With the first phones now available on the newly created market for luxury phones, Vertu also had the opportunity to offer one of their customers help through the concierge service, with a flight from London to New York. In 2005 10. 000 concierge requests was made according to Vertu, a figure that is, and should be (due to their customers privacy), hard to confirm. In 2003 they open their 50th retail location. By 2010, Vertu had more than 90 own boutiques and was sold in over 600 locations in almost 70 ountries, worldwide, according to Nokia`s financial statement for 2010. In 2007 Vertu went on a joint venture with F errari, creating an special edition phone marking the car company’s 60th anniversary. CONCEPT AND UNIQUENESS The concept of Vertu is to appeal to high-end customers who look for something unique in their mobile phones. Through meeting target customers standards about design, materials, price and brand Vertu has created a market for luxury mobile phones. The additional services, such as the Vertu Concierge give customers an elevated experience. Vertu aims to enhance and enrich customers’ lives through the services and products we offer. This enrichment will now further extend to the experience in our stores with a focused, tailored approach to customer interaction. † by Perry Oosting, President of Vertu BUSINESS STRATEGY Nokia's first idea was to create a phone that was completely contrary to the company's mass phone distribution and enter the luxury market by creating the subsidiary company Vertu. In order to keep the luxury image and status of Vertu, the phone w as not associated with Nokia's mass mobile phones.During the recession in 2009, the CEO Perry Oosting, announced that Vertu was launching cheaper phones and accessories as a tool to keep up the market shares and survive the recession. Late 2011, the new CEO of Nokia, presented the new strategy; to use a new operating system from Microsoft for their smartphones. This resulted in a giant downfall in market shares. As mentioned above, Vertu's flagship stores are located at the most exclusive shopping districts, amongst other Rodeo Drive in Beverly Hills, in order to be associated with the same luxury atmosphere as the neighboring brands.Vertu also put a huge emphasis on the store layout, everything from special glass for the display cases, to the floor and lightening. For the ultimate luxury experience, they also provide high personal service with top skills. For the exclusiveness and status of the luxury phone, it was chosen to be launched in connection with fashion shows at Paris fas hion week and was thereby becoming to be viewed as a fashion brand instead of a technology brand. This was a strategic move to strengthen the image if the brand. Vertu chose to launch their products in the BRIC countries, which consists of some of the most emerging markets in the world today.Additionally, the Middle East and Japan are also two extremely important markets for Vertu, partly due to the strong technology awareness in these areas. The sales in these countries are larger than in the western countries and the luxury company is exploiting the new wealth of the generations with high luxury awareness and taste. In order to gain greater market share in the British and Hong-Kong market, Vertu has numerous joint ventures and partnerships with jewelry stores, such as King Fook Jewelry in Hong-Kong and Goldsmiths in Harrods, London. We understand communications technology. We believe now that we understand the luxury industry. It will take something for competition to match that. † – Nigel Litchfield, former president of Vertu, 2002 MARKETING MIX Product: Vertu sells hand-made luxury phones made from fine materials like gold, platinum and sapphire. Along with every purchase the buyer receives superior service and is entitled to free ‘concierge’ service which assists users with exclusive services like restaurant and hotel reservations, priority bookings, and a global recommendation network.Price: Vertu prices range from $5,000 to over $300,000. The prices vary with the different collections and the materials that are used in them. Place: Vertu phones are selectively distributed. They are available at company-owned boutiques and at other various company-selected luxury stores like London Jewelers, Goldsmiths, Tourneau and Colette. Vertu locates its stores in luxury shopping districts of large metropolitan areas and opens relatively few stores. The stores are small, intimate and have a luxury feel more like that of a jewelry store than a cell phone store.All sale locations can be found on vertu. com. Promotion: Vertu acquires much publicity from sales to celebrities like David Beckham, Madonna and Gwyneth Paltrow. As well Vertu has collaborated with big brands before like Ferrari, Boucheron and Audemars Piguet. Vertu releases different collections at different times and will only make a certain number of phones in order to keep a prestigious image and attract buyers. Vertu has a website for publicity which features product descriptions and photos of celebrities who own Vertu phones. POSITIONINGVertu was a pioneer in the luxury cell phone market and has positioned itself as the top-of-the-line targeting high-net-worth individuals. Vertu accomplishes this by using only the finest materials to manufacture their products which are all handcrafted ensuring that every product is of perfect quality. Vertu will release different collections each featuring different materials and designs which make the collections unique and prestigious; their most expensive line ever was the Signature Cobra designed by Boucheron, only eight were made and they cost $310,000 each.Vertu will often collaborate with other luxury brands, like Boucheron, Audemars Piguet and Ferrari, to extend their success and name in the luxury product world. Vertu offers superior and personalized service to its clients, including a free concierge service anywhere in the world, guaranteeing customer satisfaction and loyalty. They also position themselves by showcasing the celebrities who own their products as an indication that their products are for the rich and famous.Vertu has locations all over the world in 70 countries however they open relatively few boutiques solely in luxury shopping districts of large cities and thus are considered selectively distributed. Vertu boutiques are decadent, small, intimate venues which offer personalized service to clients wishing to make a purchase; the other stores licensed to sell Vertu products a re also luxury stores like Tourneau Watches and London Jewelers in the United States, Bandiera Jewelers in Canada, Colette in Paris and Ernest Jones in London.Vertu very successfully maintains a prestigious image with its ultra-luxurious products and superior service through its positioning. VERTU SERVICES VERTU brand offers services that are unique, independent and carefully customized to the particular needs and desires of their customers. All services are integrated into gadget. VERTU CONCIERGE Vertu Concierge is added directly to the customer`s handset, offering luxury assistance and enrichment. The service is offered by voice call or email, and access through a dedicated key on the cell.At the moment of VERTU phone registration and activation of VERTU Concierge service, initial â€Å"fitting† call is proposed. It can be done immediately at purchase time or later up to client`s choice. The â€Å"fitting† call gives an opportunity to have full explanation of service s offered by Concierge, as well as client can express her/his needs and desires which will be matched to this service. This includes the establishment of personal preferences, the range of the service they would wish and significantly, the sort of contact they wish to receive from Vertu.The Vertu Concierge Classic service offers the client with 24/7 access to a team of lifestyle managers, situated within a network of global centers covering all the main time zones including London, Dubai, Hong Kong, Tokyo, and San Francisco. Vertu Concierge also has managers on the ground in major destinations in order to create close relationships with specialist suppliers of goods and services specifically for Vertu clients. Many customers choose to use Vertu Concierge for their travel and lodging requirements as Vertu has protected exclusive opportunities for its clients.Vertu Concierge can contact the widest network of hotels, restaurants and airlines, and can as a result meet the exact preferen ces and expectations of their customers. Vertu Concierge clients may also ask for support with purchases ranging from small luxury items to accompaniments to their property range. Vertu Concierge is available in English, French, German, Italian, Russian, Arabic, Japanese, Mandarin and Cantonese. Vertu Classic Concierge is included free of charge for one year from the date of purchase of a Vertu handset. VERTU CITY BRIEFVertu City Brief is a global digest of information covering more than 200 cities and destinations worldwide. Launched in September 2009, it is now one of Vertu’s most utilized services. Independently written for Vertu by experts in their respective fields, Vertu City Brief is available on Vertu handsets in English, French, German, Italian, Russian, Arabic, Japanese and Simplified Chinese. Refreshed and updated on a regular basis, Vertu City Brief allows the user to hit the ground running on arrival in an unfamiliar territory or to explore new or exciting opport unities in their home town.If the customer does not see anything which exactly meets their requirements, Vertu City Brief is the perfect inspiration to begin a conversation with a Vertu Concierge Lifestyle Manager. VERTU SELECT Vertu Select delivers original articles selected to inspire, inform and entertain based on a user’s region, preferences and passions. Written by carefully selected global journalists, experts and organizations, the articles appear via the handsets RSS feed once a customer has registered their phone. Vertu Select is available in English, French, German, Italian, Russian, Arabic, Japanese and Simplified Chinese.VERTU. ME Introduced with the launch of Constellation Quest in October 2010, vertu. me is a service that provides the user with a Vertu email account and effortless harmonization of the device’s lifestyle and business tools. Should the customer choose, the user’s emails, contacts, calendar and task information can be automatically sy nchronized with Vertu’s secure servers, giving the benefit of protected back up of their data. Vertu offers the consumer complete peace of mind. Should the handset be lost, this data can be retrieved and seamlessly downloaded to a replacement phone.The system also ensures that whenever the vertu. me account is accessed, whether from the phone, a home or office computer (PC and Mac) or via the web, this information is up to date. TARGET CONSUMER The Vertu mobile is a highly luxurious product, which doubtlessly is made to fit the extremely wealthy population of this world. The main customers are rich and found in the urban areas, who are constantly searching for the extraordinary products. Furthermore, their flagship- and department stores are situated in the finest areas, in order to attract the highly rich international shoppers. These are people who buy the best quality watches, the best quality fashion devices† – Nigel Litchfield, former president of Vertu The special features and services of the phone such as the â€Å"Vertu Concierge†, attracts customers who are constantly traveling worldwide – jet setters. The Vertu mobile was the first phone which was able function in over 180 different countries. This fact covered many needs and made it rapidly attractive for people who were constantly traveling such as celebrities and high ranked business people. In fact, Madonna, Beckham and Gwyneth Patrol were some of Vertu's first users when it was launched.CONSUMER-BASED BRAND EQUITY PYRAMID Brand Salience For Vertu achieving right brand identity involves brand salience. People generally are not still aware of VERTU because it is relatively â€Å"young† brand and promotion is quite narrow. However their target consumer for sure can recall and recognize this brand. So conclusion here is that Brand salience is more depth than breadth. This basically means that even thou there are not yet many people knowing VERTU, but those wh o do , they know all insights of it, can easily recall it and understands what this brand is about.Brand Performance The product itself is at the heart of brand equity, as it is the primary influence of what consumers experience with a brand, what they hear about the brand from others, and what the brand can tell customers about the brand in their communication. Brand Performance relates to the ways in which the product or service attempts to meet customers` functional needs. This is on top level for VERTU brand. It is crucial to contribute to customers` desires, wants and needs. Vertu brand highly represents all what their HNWI customers want to have for paying a high price.The product is highly durable; it has distinctive logo, premium pricing and advanced technology in gadgets. Unique services provided for customers by VERTY also attributes to brand`s performance. Brand Imagery Another variable CBBE Pyramid is second type of brand meaning which involves brand imagery. Imagery dea ls with such a properties of a product, which meets customers` psychological needs. It is more about what people think of it, how they see it. VERTU`s imagery is extremely individualistic and stylish.When customer is buying VERTU cell he/she buys a beauty of it as well. As of VERTU`s customer has a strong judgment of a brand as high quality luxury product. Credibility is high and customer see VERTU as superior, advantageous brand. Brand Judgments Brand judgments focus upon customers` personal opinions and evaluation with regard to brand. This involves how consumer put together all from performance and imagery association to make kind of an evaluation. VERTU`s clients evaluate this brand as a high quality luxury brand.Brand Feelings This variable shows emotional response with respect to VERTU brand. It shows what feelings are evoked by the marketing strategy for the VERTU and how does it affect feelings about themselves and relationships with others. Customer of VERU is for sure stat us-conscious person. Customers of VERTU have a unique and warmth feeling about the brand. It can be exciting due to special relationship of beauty and technology in brand`s products. Customer feels it is trendy and relates to special status and therefore social approval.Customer feels high security within this brand due to all advantages provided. As VERTU makes consumer feel better self-respect, pride, fulfillment and accomplishment also occurs. Brand Resonance Final variable of pyramid shows brand relationships with a customer based on Salience, Performance, Imagery, Judgments and Feelings. As for VERTU even if general awareness is low the behavioral loyalty is very high, customer want to get back to this brand, consequently repeat purchase is possible. Brand loyalty is necessary but not sufficient for resonance to occur.Within VERTU brand customer is not returning to this brand again due to, for example, scarce of substitutes. VERTU attained their main goal- strong personal attac hment to brand. It goes beyond of having just a positive attitude to view brand. Another important part of Resonance is active engagement. This probably is the strongest affirmation of brand loyalty. It occurs when client is willing to invest time, energy, money in to the brand. Constantly customers of VERTU are invited to special social events created by VERTU worldwide, and they are participating.Therefore VERTU has a very strong relationship with its customer. SWOT ANALISYS FOR VETRU STRENGHT * Masterpiece of design, engineering, and craftsmanship * Was truly innovative pioneering brand * Strong reputation (Products have established strong reputation in their field) * Global expansion (Includes significant growth over last 10 years) * Customer service * Control of Quality(As produced just in one factory in England) * London Symphony Orchestra is creating ringtones exclusively for each model of Vertu WEAKNESSES Extremely high production price (which leads to high product price) * Limited access as distribution is exclusive and limited (Missing opportunities for new customers) * Not able to buy online (More customers now go online) * Not enough technical innovation again (Many customers claim that gadgets are beautiful but not really practical) OPPORTUNITIES * E-business (launch â€Å"buy option† online) * Emerging markets * Mix VERTU styling with Nokia (in order to increase awareness ) * Change of consumer lifestyle (growing demand from young and senior people) THREATS Increasing Quality of Competing Products and Number of those * Importance of counterfeiting (Chinese counterfeiting factories already picked up the idea) * Newer forms of luxury and innovation are constantly changing COMPETITORS GOLDVISH Brand established in Geneve, Switzerland in 2003. Very Haut-Couture style but extremely not practical. Cells are difficult to buy, narrow distribution channel. View itself as a pioneering brand of luxury cell phone on official website which is obvious l ie. The pioneering brand was VERTU. Only 3 lines of phones are developed since 2003.The most expensive gadget is â€Å"Le Millionaire† and it costs $1,000 000. MOBIADO Canadian-based manufacturer of luxury phones with modern minimalistic design launched in 2004. It has 3 main lines –Classic, Professional and Grand Line. Mobiado actively participates in social events in North America (such as Golden Globes and Couture Fashion Week in NY). The brand is not very popular in Middle East and Europe. Still Distribution channel is not wide enough. Price range is from $1,900 to $57,000 GRESSO Gresso is Russia-based company which started its activity in 2007, so it is the newest competing brand in luxury phones field.Gresso has 5 main lines and they also provide customized phone for their clients. But mostly popular in Russia and Vietnam, Ukraine and one distributor in USA so far, however it is compensated by their option to buy products online. For Gresso products price range i s from $3,000 to $42,000. RECOMMENDATIONS Focused and customized segmentation is valuable in this market, so VERTU must continuously concentrate on their customers’ needs and desires. As any luxury company which faces constant global expansion it has to pay attention to counterfeiting problem. For example, Apple Inc. ow faced big problem in China where whole Apple stores are opened and being â€Å"fake†. China already produces cheap unqualified cells, abusing the brand VERTU, so losses in long-run might be significant. VERTU must work on effective anti-counterfeiting strategy in order to preserve the â€Å"face† of the brand. During this study we have discovered that general awareness of the brand is still low, therefore VERTU might collaborate with mother-company Nokia in order to produce some kind of mix and make the brand more popular and easily recognized, as for example H;M and Roberto Cavalli collaboration.Vertu is constantly launching Limited Edition line s which are sufficient in this market, because â€Å"best consumer† wants something distinctive and really exclusive, and more important, the customer is ready to pay for that. Partnership with Ferrari, Boucheron and Ermenegildo Zegna increased popularity of the brand considerably. For that reason, we suggest VERTU to collaborate more also with fashion designers, thus gaining also â€Å"fashion† group customers. REFERENCES http://us. vertu. com/world-of-vertu/history/ http://i. nokia. com/blob/view/-/263802/data/1/-/form20-f-10-pdf. pdf http://www. pp-luxury. com/en/vertu-lanseaza-o-gama-de-produse-mai-ieftina_444. html http://www. google. fr/url? sa=t;rct=j;q=vertu%20mobile%20strategy;source=web;cd=8;ved=0CGQQFjAH;url=http%3A%2F%2Fhighered. mcgraw-hill. com%2Fsites%2Fdl%2Ffree%2F007710708x%2F110214%2FGucciLouisVuitton_Vertu_CaseStudy. doc;ei=_GctT_WCE8HM0QWryK2tCA;usg=AFQjCNHW6_wzn1WCQxkM_OJSMTuizfXMcQ;sig2=MWFOk5Qo1sZB17F5_23Eew;cad=rja http://www. businessweek. com/ globalbiz/content/dec2007/gb20071221_951028. htm http://www. icmrindia. org/casestudies/catalogue/Marketing/MKTG151. tm https://www. iveycases. com/ProductView. aspx? id=52373 http://www. wital. net/en/press-events/press/vertu-services-overview/ http://mktg. uni-svishtov. bg/ivm/resources/CustomerBasedbrandEquityModel. pdf http://www. wital. net/en/press-events/press/vertu-retail-concept-2011/ http://www. brandchannel. com/features_profile. asp? pr_id=61 http://www. prschool. ge/img/every_day/Fashion%20Marketing. pdf#page=155 http://www. zdnet. co. uk/news/desktop-hardware/2002/03/22/platinum-luxury-phones-have-no-competition-2107188/ http://www. goldvish. com/ http://mobiado. com/ http://www. gresso. com/ ttp://vertu. com/ http://www. linkedin. com/company/vertu/statistics http://vertu. com/en/discover-vertu/history. aspx http://vertu. com/en/help-and-support/contact-vertu/where-to-buy. aspx http://money. cnn. com/popups/2006/biz2/cellphone/4. html http://www. allbusiness. com/reta il-trade/apparel-accessory-stores-womens-specialty/4250840-1. html http://www. icmrindia. org/casestudies/catalogue/Marketing/MKTG151. htm http://www. unet. univie. ac. at/~a0025537/php/ABWLs/FK-Marketing/store3/Internet_Exercise_Vertu. pdf http://www. wital. net/en/press-events/press/vertu-retail-concept-2011/

Ray Bradbury’s There Will Come Soft Rains and James...

Ray Bradbury’s There Will Come Soft Rains and James Tiptree Jr.s The Last Flight of Dr. Ain - Probable Futures of our World Since the beginning of time mankind has predicted the end of the universe. From early Christians to science fiction authors of the 20th century, each generation has had its own vision of how life on earth will cease to exist. In earlier times though, most apocalyptic ideas consisted of the hand of God, or God’s figures punishing humankind for its sins and ending human existence. However, in the mid-twentieth century many more scientific ideas of the apocalypse appeared. Ray Bradbury’s There Will Come Soft Rains, which was published in 1950, is a post-nuclear apocalyptic tale. The Last Flight of Dr.†¦show more content†¦Here the silhouette of a man mowing a lawn. Here, as in a photograph, a woman bent to pick flowers. Still farther over, the images burned upon the wood in one titanic instant, a small boy, hands flung into the air; higher up, the image of a thrown ball, and opposite him a girl, hands raised to catch a ball which never came down (719). Through these vivid images Bradbury gives an excellent example of the devastating God-like powers of nuclear weapons. Hopefully, this story will never become a reality, but even though the U.S. is cutting back on its nuclear weapons, several other nations continue stockpiling weapons in the arms race. If this continues, anything is possible. As the arms race builds in the world the threat of nuclear warfare grows and grows everyday. There could be a new Cold War on the horizon, but not between the United States and Russia. Many countries that never had nuclear technology in the past are now attaining the knowledge and resources that they need to build up their arsenal. A perfect example of this is the situation between India and Pakistan. These two countries have been fighting each other for many years. Recently, each gained nuclear technology for warheads. Now, instead of just fighting and arguing with each other, they have nuclear warheads aimed at each other. Any day the conflict could grow out of control, and the two neighbors could both end up as the world did in There Will Come Soft Rains. The last