Han China and the Roman Empire Comparison Essay

Han China and the Roman Empire Comparison Essay Whereas Han China (202 BCE- 220 CE) and the Roman Empire (~800BCE- 476 CE) were thousands of miles away from each other, they had many similarities and differences. Some of the similarities include peasant rebellions, while the differences are such as woman’s rights and their views on manual labor. Peasant rebellions were very important to the societies of Rome and China. The dynasty of Han China itself was formed by a peasant rebellion lead by Wu Ti. Their counterparts in Rome suffered through periods of slave revolts.These shaped these societies dramatically. One of the many differences of these two empires was woman’s rights. While Han China was a highly patriarchal and believed woman were the â€Å"lowest of the low† on the social scale, Rome saw woman still as lesser being, but still had some importance. I believe this is because Rome, unlike China, had more than one god, including goddesses. These woman of a h igher power influenced Rome in a way as to see women in a new way, not as scum. Thus making these two cultures different.Another important difference between Han China and the Roman Empire, were their views on manual labor. In Han China, Confucianism supported the manual labor of farmers and other peasants. Meanwhile in Rome, their idea was that manual labor just took away from the slaves. Even with their differences, both Rome and Han China laid the foundation for major religions like Christianity, Daoism, and Confucianism. Those religions are still ruling the world today. They also created lasting legacies that we consider today as Classical Civilizations.

Debt/Equity Ratio

Debt/Equity Ratio What Does Debt/Equity Ratio Mean? A measure of a company's financial leverage calculated by dividing its total liabilities by its stockholders' equity; it indicates what proportion of equity and debt the company is using to finance its assets. http://financial-dictionary. thefreedictionary. com/debt%2Fequity+ratio ‘Debt/Equity Ratio' A high debt/equity ratio generally means that a company has been aggressive in financing its growth with debt. This can result in volatile earnings as a result of the additional interest expense.If a lot of  debt is  used to finance increased  operations (high debt to equity), the company could potentially generate more earnings  than it would have without this  outside financing. If this were to increase earnings by a greater amount than the debt cost (interest), then the shareholders benefit as  more  earnings are being spread among the same amount of shareholders. However, the cost of this debt financing may  ou tweigh the return that  the company  generates on the debt through investment and business activities and become too much for the company to handle. This can lead to bankruptcy, which would leave shareholders with nothing.The debt/equity ratio also depends on the industry  in which the company operates. For example, capital-intensive industries such as auto  manufacturing tend to have a debt/equity ratio above 2, while personal computer companies have a debt/equity of under 0. 5. Read more: http://www. investopedia. com/terms/d/debtequityratio. asp#ixzz2DQ7bp1aa The debt to equity ratio is a financial metric used to assess a company's capital structure, or â€Å"capital stack. † Specifically, the ratio measures the relative proportions of the firm's assets that are funded by debt or equity.The debt to equity ratio (also called the risk ratio or leverage ratio) provides a quick tool to financial analysts and prospective investors for determining the amount of financial leverage a company is using, and thus its exposure to interest rate increases or insolvency. Knowing how to analyze the debt to equity ratio can help you assess a company's financial health before investing. Steps 1. 1 Determine the debt to equity ratio for the company in question. The ratio is calculated simply by dividing the firm's total debt by its total shareholder's equity.These balances can be found on the company's balance sheet. Ads by Google Free Annuity Calculator Up To 40% More Income To Retire On. Try Our Free Online Calculator Now! AgePartnership. co. uk/Annuity-Report * Generally, only interest-bearing, long term debt (such as notes payable and bonds) is included in the ratio's calculation. Short-term liabilities, such as accounts payable, are often left out, as they don't provide much information about the company's use of leverage. * Some large, off-balance sheet liabilities should be included in the ratio's calculation, however.Operating leases and unpaid pensions are 2 common off-balance sheet liabilities that are large enough to warrant inclusion in the debt to equity ratio. 2. 2 Perform a cursory assessment of the firm's capital structure. Once you have determined the debt to equity ratio for a particular company, you can get an idea of their capital stack. A ratio of 1, for example, indicates that the company funds its projects with an even mix of debt and equity. A low ratio (below about 0. 30) is generally considered good, because the company has a low amount of debt, and is therefore exposed to less risk in terms of interest rate increases or credit rating. . 3 Consider the financing needs associated with the specific industry in which the firm operates. Generally, a high debt to equity ratio (2, for example) is worrisome, as it indicates a precarious amount of leverage. However, in some industries this is appropriate. Construction firms, for example, fund their projects almost entirely with debt in the form of construction loans. Thi s leads to a high debt to equity ratio, but the firm is in no real risk of insolvency, as the owners of each construction project are essentially paying to service the debt themselves. . 4 Determine the effect of treasury stock on the debt to equity ratio. When a company issues stock, shares are usually held on the balance sheet at par value (often only $0. 01 per share). When the firm buys back stock, the treasury stock is recorded at the purchase price; this results in a massive subtraction from shareholder's equity, increasing the debt to equity ratio. A troublingly high debt to equity ratio may simply be the result of stock buybacks. 5. 5 Augment your analysis with other financial ratios. The debt to equity ratio should never be used alone.For example, if a company's debt to equity ratio is quite high, you might reasonably worry about their ability to service their debt. To address this concern, you can also analyze the firm's interest coverage ratio, which is the company's oper ating income divided by debt service payments. A high operating income will allow even a debt-burdened firm to meets its obligations. Capital Structure Total Debt to Total Equity 40. 13 Total Debt to Total Capital 28. 64 Total Debt to Total Assets 17. 66 Long-Term Debt to Equity 31. 57 Long-Term Debt to Total Capital 22. 53

Educational circles Essay

Lifelong education is a concept not to vague in today’s educational circles. It has been used in many different forms to promote a person’s pursuance to knowledge. It is claimed that life is education, practically speaking when you live you encounter deterrents or resistance in forms of challenges. It is normal for a person to face this situation, in here you will see that ones failure and challenges arise man’s normal tendency is to adapt and move on. Therefore learning and educating himself on the situation he/she has just experienced (Smith M. 1996). The issue that can be seen in pursuing further education is Man’s ability to absorb and effectively comprehending knowledge at a certain age. Man’s psyche changes as it progress deep into the application of his/her field or application. When the application stage of man kicks in he or she finds it difficult to learn new things because his/her paradigm is already stuck on its present state. That’s why preparation to a lifelong education is vital. It features a lot of difference between specializing. Specializing is done when man pursues and therefore encloses himself to a specific study. Not only that, he or she will be engrossed in its application, one reason for this is the field maybe his or her source of income. Examples are doctors, engineers, or architects who pursue to improve knowledge in their respective fields. The difference between lifelong learning and specialization is on it’s the width of its spectrum. A person pursuing a lifelong learning is more open he or she views mistakes as an opportunity of learning. A person pursuing specialization is not close minded but more coherent in their studies, and they usually have a rigid paradigm. The importance of differentiating lifelong learning and specialization is important. Creating standard studies on this topic will give students and educators a point of reference. This point of reference will assist our education system on integrating this to a learner’s life. Show them the advantages and disadvantages of pursuing one side to the other. Or even provide an evolvement study to at some proportion integrate the two different sides together. Reference: Smith M. (1996). Lifelong learning. http://www. infed. org/lifelonglearning/b-life. htm

The effects of female reproductive cycle on metabolic rate Literature review

The effects of female reproductive cycle on metabolic rate - Literature review Example Much is known about the reproductive cycle and its effects on co-morbid conditions during normal function, the pathology of disease states specifically or indirectly affecting reproduction, and changes due to ageing. However, considerably less is understood about the effects of the reproductive cycle in healthy women on many individual factors, as this is their normal state and so there is no control against which to test, though there does exist some research into the differences in metabolism between healthy women with amenorrhoea and those with a regular reproductive cycle (Maughan 2000). No standard exists for the correct levels of bleeding at different ages, for example, which is becoming a fairly substantial public health issue (Harlow & Ephross 1995). However, this research hopes to quantify differences in individual women at different points in their own reproductive cycle, focusing specifically on changes in metabolism, rather than comparing the women as a group to some othe r standard. The hypothesis to be tested is that a woman's point in the reproductive cycle will have an effect on resting and post-exercise metabolism; the null hypothesis being used is that it will not have an effect. Declining conception rates combined with an increase in obesity among women of childbearing age make this research important to the future of reproductive medicine; it is vital that the connection between metabolism and reproduction is fully understood (Crain et al. 2008). In order to achieve this, metabolic rates will be measured at rest and after exercise using expired gas analysis weekly for four weeks. This timing has been chosen to ensure that a sample is taken during or close to each of the four stages of the reproductive cycle. These are the menstruation phase, the follicular phase, the ovulatory phase, and the luteal phase (Porter 2009). The different length of time for each phase in individual women make it extremely difficult to ensure samples are taken durin g each phase, but the day within the cycle can be monitored so that the data can be corrected for this factor. Additionally, algorithms do exist to monitor an individual's reproductive cycle and measure at which point a particular woman is in her cycle, allowing careful recording of this related data (Wactawski-Wende et al. 2009). Each of these phases has a different effect on the woman experiencing them. The menstruation phase, which traditionally marks the start of the next reproductive cycle, is the period of time during which the uterine wall is shed in response to a reduction in oestrogen and progesterone levels. Bleeding occurs, though usually only in a volume of about fifteen to seventy-five millilitres. Menstruation actually during the â€Å"next† phase of the cycle, the follicular phase, though they are being considered separately for purposes of this research. During this follicular phase, there is an increase in follicle-stimulating hormone, which causes several fo llicles to begin to grow in preparation for releasing an ovum, or egg cell. This follicle then begins to produce oestrogen, of which levels peak at the ovulation phase. The ovulation phase is the point where the ovum is released from the follicle and is precipitated by a surge in both lutenizing and follicle-stimulat

K-129 Submarine explosion Essay Example | Topics and Well Written Essays - 750 words

K-129 Submarine explosion - Essay Example The intelligence and the senior executives of each country do not have trust on the military to settle the issue. For that reason, the issue of the Nuclear Missile Submarine is still shrouded in mystery and uncertainty on what transpired. Different theories to explain why the submarine sank no American or Russian fail to state that the explosion result from an attempted nuclear missile launch as the primary source of the submarine demise. For many years, there is a speculation that an exploding warhead leads to the catastrophe. In the 1960s, small groups of American and Russian military specialists secretly cooperate to prevent a likely nuclear war. Wagner believes that Americans drowned their submarine in 1968. The Soviets had a direct line into the United States Navy Atlantic Fleet submarine headquarters. In the early 50s, American navy began installing hydrophone cables on the ocean floor. The underwater microphones could pick up sounds transmitted back to shore and converted to visual display. The author finds that the low frequency sounds travel in great distances to pick up noise from underwater explosions. Military specialists identified the sounds and determined if the sub was a diesel or nuclear powered and where it likely belonged. The development of the technology helped the specialists to establish the territory of the K-129 as well as other subs. Sewell finds that an expert witness testifying on the occurrence cited that it was an explosion. United States knows the whereabouts of the submarine since they recorded the wreck and buried the military officers at sea. . United States classifies all the information concerning the wreck as secret. The court investigating the sinking proves that sounds picked from hydrophones compare to those of the sinking submarine. Several SOSUS arrays recorded sufficient triangulation to provide a locus on the possible wreck site. Soviets naval lack an equivalent of

A Modern View on the Kid's Complex Development Essay

A Modern View on the Kid's Complex Development - Essay Example There were constant queries made by parents regarding the ways of upbringing a child and knowledge which would contribute to and support the welfare of their children. These various demands made by the society to gain a comprehension regarding the development of children and different related aspects directed towards the need and the development of numerous theories related to this particular subject.The concept of research on the subject of child development is stated to be a current attempt. This attempt was not witnessed until the later phase of the nineteenth century and the initial phase of the twentieth century. However, the concepts and thoughts regarding the development and the transformation of children subsisted for centuries. These existing assumptions were pooled with the conducted researches which promoted the structure of theories related to development. A theory is stated to be an arranged, incorporated collection of declarations which explains, portrays and forecasts behaviors. The existence of theories is considered to be significant as they help in putting in order the structures associated with the development regarding children. To be specific, it provides a direction and implication to the made observations. The theories are believed to be confirmed with the help of researches which frequently provides a sound foundation towards realistic actions.There are believed to be three issues that are considered to be basic and regarding which majority of the existing theories take a stand. The first issue takes into concern that whether the process of development needs to be considered as continuous or discontinuous. The aspect of continuous development is stated to be a course which entails slow but sure contribution of similar kinds of abilities that existed since the beginning years. However, the course of discontinuous development entails fresh ways of comprehending and acting in response to the rest of the world. These ways have been observed to surface or come forward at particular instances. The second issue states that whether an individual process of development portrays all the children and whether there are other numerous probable processes. And the third issue deals with the fact that whether the hereditary or the environmental features are to be considered extremely significant in manipulating development. This has been referred to as the nature & nurture controversy. Nature implies to the natural biological characteristics. It signifies the inherited knowledge that is gained from the parents since birth. Nurture implies to the multifaceted energies related to the social as well as a physical world which manipulates the biological formation along with the psychological familiarities prior and subsequent to birth.

Preparation for the exam - Strategic Management Research Paper

Preparation for the exam - Strategic Management - Research Paper Example These grants were used for computer systems development, electronic textiles, and competitive enhancement initiatives. The government somewhat supports activities that can make its sportswear industry competitive in the global arena. New Balance, furthermore, is specifically affected by tariff policies. The â€Å"yarn forward rule† ensures that imported products pay proper duties: The rule, which has been included in most U.S. free trade agreements, denies duty-free treatment for apparel unless it is almost entirely manufactured in the FTA country. In fact, if any component of the item—thread, elastic strips, or fabric—is sourced elsewhere, duties are applied on the entire garment. (Kennedy and Appell, 2012) This rule benefits New Balance that has local manufacturing plants. Looser tariffs, however, will be bad news for it. Aeppel (2013) reports: Shoe tariffs add about $3 to $5 to the cost of a pair of midprice imported running shoes. While that might not seem li ke much, New Balance says the loss of that buffer would make the economics of its American-made strategy that much harder. If the tariffs go away, â€Å"it puts our competitors in a position to realize an even greater margin than we are,† says Matthew LeBretton, a New Balance spokesman, â€Å"and they can then reinvest that in their business.† As long as New Balance has U.S. plants, it benefits from the competitive advantage of import duties. Import flooding of cheap apparel from other countries, however, affects it too. Price-sensitive consumers prefer inexpensive products, even if they have lower quality. Economic The economic situation of the U.S. is improving, although at a very slow rate. According to the U.S. Bureau of Economic Analysis (2013): Real gross domestic product -- the output of goods and services produced by labor and property located in the United States -- increased at an annual rate of 2.5 percent in the first quarter of 2013 (that is, from the four th quarter to the first quarter), according to the "advance" estimate released by the Bureau of Economic Analysis. In the fourth quarter, real GDP increased 0.4 percent. Slow economic growth affects employment and income rates of consumers, which affect demand for sportswear products. The monthly data for disposable income increase is not so buoyant either: â€Å"In March 2013, real disposable personal income increased 0.3 percent† (U.S. Bureau of Economic Analysis, 2013). Despite the laggard economy, since sportswear products depreciate in time, people still buy them, although not in the same rates as better economic conditions. Sivy (2013) notes the depreciation of the U.S. dollar, which has not been the same value as in 2009. With low dollar value, imports become cheaper, and this can affect the sales of New Balance. Social America is becoming more diverse with low fertility rate, and so it is becoming a mature market too. El Nasser and Overberg (2011) summarise the 2010 C ensus: The USA is bigger, older, more Hispanic and Asian and less wedded to marriage and traditional families than it was in 1990. It also is less enamored of kids, more embracing of several generations living under one roof, more inclusive of same-sex couples, more cognizant of multiracial identities, more suburban, less rural and leaning more to the South and West.

Customer service Assignment Example | Topics and Well Written Essays - 1500 words

Customer service - Assignment Example Figure 1: Unremitted Growth of the Hotel Industry (Source: AIU, 2007) The project discusses about a hotel that is good in terms of locations and services, but some recent customer complaints forces the officials realize the importance of training employees about the extensive values of customer service policies. The economic success of an inn depends on how the customers view the quality and services of the hotel. Thus, it becomes highly rational for the officials of the hotel to reduce the variations of services rendered to the individuals and augment the overall customer service of the inn. Importance of customer service policies in our business The theory of service profit chain explains that economic growth, profit and loyalty are three interlinked concepts. The hotel would only succeed in generating economic surplus and grow, if it achieves customer’s loyalty. Again, the loyalty of the customers can only be achieved with the help of valuable customer services. Employees i n the hotel must be productive in their work for providing valued services to the customers. Motivation is the only key to enhance the productivity of the employees. There lies a great difference between ability to work and willingness to work. Motivation is the only fact that bridges the gap between the two concepts. Figure 2: The Service Profit Chain (Source: PPT) The workers in the hotel may be motivated if the officials organize special economic and non economic compensations for them on the basis of their performances. Moreover, the officials must conduct regular training and interactive sessions to upgrade the skills of the workers. Skilful workers would only be able to serve customers excellently and win over customer loyalty. Loyalty of the potential customers would ultimately render growth in profit of the hotel. A good customer service policy must be reliable, responsive, competent, credible, accessible, courteous, communicative, environmental friendly and understanding in nature (Ritzcarlton, 2013). Upgrading the Existing Customer Service Policies If the workers in the hotel are to be trained with the values of the customer service policies, the officials in the hotel must modify the existing policies of customer service. The officials must try to incorporate the best policies followed by the popular luxury hotels in the industry. Ritz and Hilton are the famous five star luxury hotels in Florida and Las Vegas respectively. These five star inns provide the best of services to its customers and following these policies would be the best improvement step made by the officials of the luxury hotel. There is a pool of different policies that these luxury hotels have introduced to check that they park the best of potential customers (Marriott, 2011). Service standards about staff training The existing team of staffs in the hotel must be trained to enhance the services rendered to the customers. The essay considers that the policy of lifetime relationship b uilding, of the Ritz and Hilton hotel is the best policy in which the officials of the concerned hotel must consider. The customers visiting the hotel must be treated as guests. The employees of the hotel should make sure that the individuals, who once visit the hotel, repeat their visits and consign others to visit the hotel. The service that the employees would render to the individuals would be a mark of excellence that would help to build a lifetime bonding with them. The

CRIMINAL JUSTICE SYSTEMS (COMPARATIVE) Essay Example | Topics and Well Written Essays - 1250 words

CRIMINAL JUSTICE SYSTEMS (COMPARATIVE) - Essay Example But despite social ghettos, criminal justice and the law still remains the same for the rich and poor. 1 The justice system followed in Amsterdam is somewhat different from Krakow, Prague or USA. The full implications of Amsterdam criminal justice for Member States' competence in criminal law matters have not always been appreciated by the expounded institutions because of the fact that it is not only permissible for States to take action in respect of such breaches but is in fact required of them to do so has become clearer only in very recent years. Indeed, as late as 1977 in Amsterdam Bulb BV v. Produktschap voor Siergewassen, the Court of Justice went no further than to talk in terms of it being permissible for Member States to provide penalties for the breach of Community criminal law. 2 The latest principle relating to Criminal law is introduced as the fourth principle of transparency, which was developed somewhat earlier in the Amsterdam Bulb case.3 This 'transparency' principle acts as a constraint primarily on the legislature to ensure that national legislation does not conceal the Community nature and effects of a legal provision from the persons to whom it applies. As 'drug crime' is the most extending and outbound in Amsterdam, the final policy element in criminal legislation is the recognition that the criminal law plays only a minor role in the Dutch war in case of drugs. Central government has accepted that criminal proceedings should not be allowed to cause individual drug users more harm than might occur through drug use itself. The resultant level of legal intervention, accompanied by a gradual process of controlled integration of drug taking, could lead to the removal of any stigma against drug users. In Amsterdam from the entire criminal justice system may take place when a person is arrested by the police, who may, instead of initiating a criminal procedure by informing the public prosecutor, choose to arrange a civil commitment, particularly if the person has a history of previous admissions to psychiatric hospital. Once the matter has reached the prosecutor, there are no prosecutorial guidelines for the non-prosecution of mentally disordered offenders, and the appropriate disposal will be a matter for the court. Forensic mental health assessments in Amsterdam may be carried out on an outpatient or in-patient basis in a psychiatric hospital.4 Criminal justice policy has reflected these ideas to an extent in Amsterdam, but has never given statutory recognition to them such recognition emerges much more in relation to diversion from court and custody. Diversion from crime, then, has included many forms of prevention activity leisure groups run by social workers, the universal provision of youth facilities, behaviour modification, and other treatment programmes, counselling and a wide range of 'social crime prevention' schemes which often focus on 'at risk' groups (for example, children who five in high rise flats, large-scale council housing estates and so on); but also more 'mechanical' forms of intervention greater surveillance in shops and public transport, the introduction of 'vandal-proof' building materials and the physical security of buildings, for example. Indeed, 'situational crime prevention' of this sort has recently found favour in national and local crime prevention

Recycling Research Paper Example | Topics and Well Written Essays - 2000 words - 2

Recycling - Research Paper Example The current global warming issue has created awareness among people which leads to air, water pollution and decrease of one-use resources. The lessening of number of one-use resources empowered countries to combat the problem by use of more renewable resources that can be recycled. The ethical benefit of recycling outweighs its negativity. The cost of land filling, incineration and collection of waste are much higher than that of recycling processes. The environmental effects are the disposal of waste can cost billions of dollars for municipal. But the implementation of recycling can help to deal with the issue. This essay will discuss about the optimum use of recycling for a possibility to reduce the environmental issues ethically. The reduction of waste stream and demand of waste is the process of recycling. The emission of all waste streams and minimizing the utilization of resources are the purposes of recycling. According to the Environmental Protection Agency, the solid wastes that are been recycled in America are only 30%. The implication of recycling can create huge impact on environmental and economic issue of a country. Environmental Protection Agency sates that the recycling process on paper can benefit environment. The water pollution can drop to 35% and air pollution can drop to 74% due to the implementation of recycling. Due to the increase in population, it became a beneficiary factor for every organization take the responsibility of recycling. There are several organizations that have implemented recycling to reduce the environmental issue to maintain ethics in workplace. PEPSICO is one of the global multinational organizations that has benefited from recycling. PEPSICO is one of the largest bev erage and food multinational company in America. The importance of social responsibility cannot be ignored by any company. The main goal of PEPSICO is to reduce its impact on environment with many initiatives such as energy, water,

Dram Job Essay Example | Topics and Well Written Essays - 500 words

Dram Job - Essay Example In this regard, this paper discusses my dream job, critically highlighting the major factors and requirements of getting there. Undoubtedly, the fashion and apparel industry is a dynamic one with new trends setting in throughout the year. In this regard, I have always had an undying love for fashion and new trends primarily because my father used to buy me new clothes every time a new fashion trend set in. Additionally, I come from a strong Islamic background hat necessitate the followers to put on certain distinctive kinds of clothing. Owing to these factors, I have always aspired to work in a textile industry particularly as a high-ranking manager in order to help make clothes accessible to the human race. This is especially so after having watched certain regions in the world through the television, where adults had barely any clothes to cover their bodies. Primarily, my dream career is to set up a clothing company and run it as the CEO in Saudi Arabia. Although I am still in high school, I can clearly visualize myself managing this big textile company than manufactures a wide array of clothing. Perhaps it would be desirable if I elaborate why I prefer setting the company in Saudi Arabia. Since Saudi is my home, I prefer to operate there as the proprietor and because I am well versed with the country’s laws especially laws pertaining to business, I strongly believe that I will not face any major challenges during the startup. Besides, I have many friends back in Saudi Arabia who are very competent as far as marketing of fashion products is concerned and in this respect, their input will give my business a head start. Before I embark into any business or profession for that matter, I have to ensure that I successfully pursue and complete my studies to the university level. As part of my ambitions, I aspire to graduate from Cape Breton University (CBU) with a Bachelor of Commerce degree that will be very

The Smooth Transition Into Adulthood Essay Example for Free

The Smooth Transition Into Adulthood Essay In this research report it will be proven that in order to have a smooth transition to adulthood, the completion of developmental tasks must occur. This is a stage when parents and children must separate one another so that young adults can accept emotional responsibility for themselves. Without the co-operation of both the parents and young adult the success of this transition can be long drawn and less effective. According to the Family Life-Cycle Theory, three developmental tasks must be mastered for this to happen. These tasks detail that; young adults must form an identity separate from that of the family of origin, young adults must develop new intimate relationship with peers outside the family and lastly young adults must make their first tentative commitment to a career or workplace role. With the co-operation of the young adult’s parent’s situations such as; parents becoming overly attached to their children and parents becoming too involved with a child’s life can easily be avoided. If a parent becomes too heavily attached to their child, the success of the young adult’s transition into adulthood is jeopardized. This type of behavior causes negative effects on both the parent and child as the parent will have a much harder time having to let their child go at one point, this creating more emotional pain for the parent later on (Holloway, 2002). For the child, this type of attached behavior robs them of their poetical freedom. Holding the young adult back from completing the Family Life Cycle transition phases of discovering a separate identity from their parents and developing new intimate relationships (Holloway, 2002). Creating new and different intimate relationships is an exciting part of becoming an adult. At this time in life people begin to learn what they are looking and expecting out of a potential partner (Holloway, 2002). The interference of a parent when choosing a mate limits the young adult’s choices when searching for a mate, restricting their options of exploring and discovering for what they are looking for in a mate (Holloway, 2002). A parent’s involvement within intimate relationship hinders the young adult smooth transition into adulthood as they can no longer fully complete the second stage in the Family Life-Cycle Theory of making new intimate relationships outside of the family. In conclusion becoming an adult is a large step in any young persons life. The co-operation and support of parents and guardians is very important in ensuring a smooth transition into adulthood for the young adult. Yet it is imperative that parents allow their children to begin to develop on their own, creating a new self-identity, developing intimate relationships and making their first commitment to a job on their own.

Effectiveness of Direct Mail on Cigarette Vending Industry

Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S Effectiveness of Direct Mail on Cigarette Vending Industry Effectiveness of Direct Mail on Cigarette Vending Industry The Effectiveness of Direct Mail on the Cigarette Vending Industry in the United Kingdom Irrespective of the mode and methods adopted for marketing, including direct mail, the cigarette vending industry continues to prosper not only in the United Kingdom, but also across the world. At the same time there is a continuous rise in the spread of a number of diseases directly related with smoking including chronic respiratory diseases, cardiovascular diseases and various types of cancers in turn leading to increased death rates amongst the smoking populations. One of the major causes of premature deaths in developing countries, the figures for United Kingdom alone show that approximately 120,000 individuals die every year from diseases directly related to smoking, which is an alarming 20 present of all deaths in a given year. A similar study on smoking also revealed that cancer alone accounts for nearly a third of all deaths from smoking, and another one sixth die from other causes related to smoking. Figures for the younger generation entering the smoking populations of the United Kingdom showed that there was a gradual rise between the years 1988 and 1997,and a somewhat similar rise in the figures amongst adult smoking populations. Marketing departments of cigarette manufacturing companies around the world would least care that an individual smoking cigarette on a regular basis more than doubles the risk of dying before he or she reaches the age of 65. If there is any consolation for these companies adopting various lucrative direct mail strategies for vending and marketing cigarettes, smoking by pregnant women have been found to result in severe repercussions for the foetus as well as new born baby. These include an increased risk of miscarriage, reduced birth weight and potential for prenatal deaths. In similar context, parents who continue to smoke after pregnancy invite increased chances of sudden death syndrome in their infants. The following dissertation will however limit its discussions and studies, and present its findings on the effectiveness of direct mail in the cigarette vending industry of the United Kingdom. (DOH, 1998) Introduction One of the most widely accepted facts and one that has been proven beyond any doubt is that smoking poses a number of health risks. In addition smokers are more than likely to contract certain diseases in comparison to those who do not smoke at all. It is also a fact that smoking is largely accepted as an addictive habit, and with the passage of time, and advances in the study of and implications of smoking alto openly reveal that today it is not merely an addictive habit; on the contrary it is a collection of human behaviours which also includes smoking. It must also be borne in mind that since it is an addiction, and for some indeed a very strong habit, it is wrong to assume that this habit cannot be given up. In fact, there have been numerous cases where individuals have totally given up smoking. It is precisely this line of approach that has made major cigarette manufacturers to print health warning instructions on all their respective packs of cigarettes. Furthermore, majority of the cigarette manufacturing companies around the world, including those of the United Kingdom comply with requisite regulations and legislations with respect of marketing, advertisement and sales of cigarettes. There are also companies, which have their own pack labelling policies, which go beyond the requisite legislation of the respective host country. It is perhaps this lapse, if one may wish to call it, which has allowed majority of cigarette manufacturing companies to guise their marketing, promotion, advertising and selling policies into a philosophy which acknowledges the right of the adult populations to smoke, and consequently respect and protect that particular right. (Pierce et al,1998; Beemer and Siegel, 2000; Safer and Chaloupka, 1999; Anderson etal, 2002; Slade, 2001; Lewis and Littler, 1999) In pursuance of the rights of the smokers, cigarette manufacturing companies also stand against any excessive price regulations and tax measures which are presumably aimed at reducing demand for cigarettes. An independent view of a number of tax and price measures levied by various countries including the United Kingdom reveal that the smoking populations are unduly punished for the pleasure of smoking, and governments largely fail to take into account the huge sums generated from revenues on the various taxes levied on cigarettes. These high rates of taxes levied on cigarettes then results in the illegal and often illicit trade of smuggling cigarettes in turn undermining the legitimate market for cigarette companies running and operating under legal channels of business. A brief on the United Kingdoms cigarette industry reveals that 1 in every 5 cigarettes is smuggled into the country, which adds to a huge20 present of the entire cigarette industry of United Kingdom. In similar context is the call for a ban on the sale of duty free cigarettes, as the primary objective behind the promotion of duty free sale of cigarettes, or for that matter any other product is reduction in illicit trade of that particular item. A ban on the duty free sale of cigarettes would practically jeopardize the regulated duty free retail of that product, and at the same time have a minimal effect on the sale of cigarettes. On the contrary a ban on the duty free sale of cigarettes would simply bring about a shift in the market of cigarettes from a duty free environment to one that is largely controlled by domestic market. Another related aspect of the cigarette vending industry is that of various standards and policies which are aimed at raising awareness about the potential health risks associated with smoking. Trade zones such as those found in European Union for example are ample grounds for such standards and policies to be levied, which in turn allow for uniform results as well as derive common interests amongst the respective countries. The non-smoking segment of the populations is yet another vital area of focus for cigarette manufacturing companies. As also a public health issue, the non-smokers are prone to, and thus demand protective measures from passive smoking. In this respect, there exist two schools of thought; one that disregards any findings and conclusions, which present cigarette smoke as a potential health hazard for non-smokers. This group though acknowledges that cigarette smoke is indeed a source of annoyance as well as one of the causes of environmental pollution. Yet, they also call for an approach based on simple logic and common sense and co-operation. While the second school of thought, such as M/Gallaher, one of the major cigarette manufacturing and marketing companies in the UK, contend that government initiatives including the â€Å"Air Quality program are viable and productive programs to address vital public smoking issues. Literature Reviews There have a number of writings and case studies, which prove the effectiveness of direct mail on the cigarette vending industry,. These writings and studies have convincingly proven that direct mail has had positive affect and its influences have directly contributed to the rise in cigarette sales, in turn promoting the cigarette vending industry in general. Thus, it would not be wrong to state, as also proven from the following case studies, that the direct mail strategy in the cigarette vending industry has proven to affect smoking initiation as well as consumption. A brief historical perspective also reveals that cigarette manufacturing companies the world over have significantly changed their focus from the traditional advertising tithe use of techniques which emphasize on developing as well as maintaining a relationship with individual customers. Direct mail through direct communication thus offers cigarette-vending industry source of generating sales including obtaining measurable response in related areas of marketing. (Pierce et al, 1998; Beemer and Siegel,2000; Safer and Chaloupka, 1999; Anderson et al, 2002; Slade, 2001;Lewis and Littler, 1999) One of the most effective techniques, and perhaps one of the oldest as well, is that of utilizing mailing list of individuals maintained by major and minor cigarette vending companies alike. It is this list of individuals or customers, which serves as the potential for direct mail for cigarette vending industry. This list is also used for the distribution of coupons, sweepstakes offers, and brand-loyalty programme catalogues. Also included in the items distributed through direct mail are event announcements sponsored by the cigarette vending industry, and magazines published by major tobacco manufacturing companies. Practically all these items which are sent to individuals using the direct mail system contain activities and feature images which serve a two-fold purpose. First, these promotional items are designed in such a manner to make emotional appeals to customers. Second, they serve to strengthen, rather reinforce the existing images of the various brands of cigarettes in the market. There are different modes of collecting such list of individuals, which includes events that are sponsored by the cigarette industry, sweepstake forms, signed coupons as well as brand-loyalty program orders. These listings more often than not include some form of a response mechanism, which invites recipients to fill out surveys for example, or mention their lifestyle preferences. A statistic covering the US cigarette industry with particular reference to the role of direct mail reveals that there has been general rising trend in the use of direct mail in the United States. Brief on the 6 largest US cigarette manufacturers showed that they collectively spend a staggering amount of US 133.9 million dollars on direct mail in 2001. This was an increase of 131.8 present from the figures of 1998. One may note that these huge figures do not include sums spent on coupons or specialty items distributed through the mail system. (USFTC, 2002) A survey carried out by a team of doctors at the University of Medicine and Dentistry of New Jersey, in the United States provided for results which convincingly proved that direct mail in the cigarette vending industry not only enhanced initiation, but effectively raised the chances for potential smokers. This survey comprised of some 3900adults, and primarily focused on the answer to 3 questions. (University of Medicine and Dentistry NJ, 2002; SUDAAN, 2001) Questionnaire for the Survey Did any of the participant receive direct mail from a tobacco company within the last 6 months, including magazines, coupons, or catalogues. Did any of the participants use a coupon to buy cigarettes. Did any of the participants save any UPC codes, or tokens from any brand-loyalty programmes of a tobacco manufacturer. Results of the Survey The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were4 to 5 times more likely to have received direct mail within the past 6months as compared to those who had never smoked before or were belonged to the former smoking community. Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community. The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years. Discussion on the Findings and Literature Review The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently ‘impede cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking. The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviours resulting in serious health repercussions and rising awareness levels against thrill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies. These direct mail strategies not only provide smokers with appealing and inviting messages; they move a step further and offer rewards for smoking. Direct mail also offers an excellent mode of communicating directly with customers, which is all too easily disguised and more than hidden from the piercing scrutiny of the public health community. It is also an effective strategy against rising restrictions on the different and traditional modes of advertising. In this respect a direct mail marketing plan of the world renowned Philip Morris also notes that direct mail is indeed one of the infl uencing factors in the use and consumption of cigarettes. (Slade, 2001; Strategic Plan, 1995) The above literature review and survey also reveals though direct mail is only one of the many marketing techniques adopted by cigarette vending industry, it is undoubtedly one which is witnessing continuous growth pattern, and one that is likely to grow in the future as well. The use of direct mail strategy is all the more worthy of concern as the cigarette vending industry is witnessed to continually change its marketing strategies in response to rising set of legislations and public opinion. It also a proven fact that practically all those involved in cigarette vending industry pursue a marketing strategy with a singular objective; one which aims to encourage initiation and consumption in smoking cigarettes. To curb such efforts, and to bring about a control for restricting such marketing strategies including direct mail, there is an ever-demanding need to fully comprehend marketing tactics utilized by cigarette vending industry. Included in these efforts is removal of the names of the individuals from the list maintained by cigarette vending industry by the smokers themselves as they decide to quit smoking. The exposure of probable intent on the part of cigarette vending industry and possible effects of such direct mail strategies along with measures, which serve as potential triggers, such as the presence of ashtrays, should also be taken into account. (Fiore et al, 2000; King, 2001) 2nd Literature Review In continuation with our dissertation on the effectiveness of direct mail on the cigarette vending industry, yet another research carried out by Lynn McFadden of the University of Strathclyde and published in the British Medical Journal issue of March 2001 is presented here. This research uncovers young peoples awareness about marketing strategies adopted by cigarette vending industry and their involvement and association with their smoking behaviours. One of the most successful methods of direct mail marketing is one, which is carried out at the point of sale. It is the venue of point of sale where a number of cigarette vending industrialists tend to focus, as also evident in the research findings of the University of Strathclyde. The research comprised of some 629 young people, aged between the ages of 15 and 16, and all of who had opted to be a part of the research through a postal consent procedure. The focus of the research, as also stated in the preceding lines waste examination of young peoples awareness of and involvement with cigarette marketing. The research also sought to determine the level of association, if any, amongst the group of young people between the level of awareness and the their smoking behaviours. The overall findings of the above research comprising of young people revealed an extra-ordinary high level of awareness and equally high levels of involvement of young people in the marketing strategies of cigarette vending industry. Out of the 629 participants involved in the research, some 95 present of them were more than aware of the various advertising techniques utilized by the cigarette vending industry, as also aware of the various methods utilized in the point of sale marketing. Thus, both the aspects, those of awareness and involvement with cigarette vending industry were strongly found to be related with being a smoker. This was more than proven from the statistics derived in the said research. For example out of the group of some 185 participants, 55 or a huge 30 present of the research participants admitted that they had received free gifts through coupons attached with the cigarette packs. A comparison with non-smoking community showed that only 11 present or 21 out of 199 participants had received fee gifts through coupons in the cigarette packs. Furthermore, it was also revealed in the same set of researches that aside from the awareness element about coupon schemes, participates were also equally aware about brand stretching and tobacco marketing, all of which were linked in some way or the other with their smoking habits. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) The above research thus concluded the young populations aged 15 and16 were not only fully aware on the various aspects of cigarette marketing including direct mail and marketing at the point of sales; they were also more than associated with the different cigarette vending industries in the marketing of cigarettes and both the awareness and involvement in the marketing were linked with their smoking status and habits. These findings also called for a more stringent set of statutory legislations, as compared to the otherwise voluntary regulations which are primarily designed to protect these teenagers, and which have become somewhat ineffective. Other findings from the above carried out researches revealed and established the fact that the role of the mass media in advertising encouraged smoking amongst the younger populations. From a purely economics perspective, the same findings showed that expenditure on advertising pointed towards an increase in the prevalence, while a drop in the expenditures on advertising resulted in the subsequent drop in the prevalence of cigarette consumption, thereby proving a direct relationship between advertising and consumption of cigarettes. These studies focusing on the younger population showed that teenagers smoking cigarettes are more likely to appreciate as also be aware of the tobacco and cigarette advertising related sponsorships, merchandising and vending. In line with such studies, other cohort studies on the same segment of teenage smoking populations resulted in similar results and furthermore predicted a tendency of future smoking behaviours amongst the researched populations. (DOH, 1992; Aitken et al,1987; Led with, 1984; Charlton et al, 1997; Altman et al, 1996; Aitken al, 1991) A similar experiment involving some 2400 teenagers all aged a 15years, yet only differentiated by sex and postal addresses were taken for a research project from an area in the North of England. These teenagers were invited to participate in the research programme after due consent from their parents/guardians with the primary objective of deriving some 280 smokers from the total lot of participants. With response rate of more than 48 present, some 1062 responded to the call for invitation and studies carried out from the set of questionnaires mailed to each participant along with the consent form. The results obtained from the 1062 participant teenagers (all aged15 years) showed that one in every 5 teenager was involved in smoking,214 teenagers or 20 present of the respondents were regular smokers,825 or a huge 78 present not regular smokers, while 23 respondents or 2percent of the total respondents declined to divulge their smoking status. In continuation with the studies on the teenage smoking population, a random number of 373 respondents were gradually removed from the research list, as they were not regular smokers. The removal of these selected respondents further narrowed the research to those who were in the habit of, or were involved in smoking cigarettes. The number of respondents was now brought down from 1062, as also stated in the opening lines of these paragraphs, to 686 candidates only. These 686 teenage candidates were then interviewed through a team of professional interviewers, who were in turn instructed to make at least4 clear attempts to gain positive research results. The interviewers were not given any prior information as the status of smoking habits of the interviewed candidates so as to derive a transparent set of findings. Here too, the permission of the parents/guardians was sought prior to the interview, as well as a 5-Pound gift voucher was also handed to each candidate. In carrying out the above research 629 out of the total 686respondents were successfully interviewed. Those who were left out did so due to the passage of time, as by the time the research was concluded, the respondents had entered their 16th year, whereas the entire team of research candidates belonged to the 15 year old age bracket only. Each of the candidates was given two sets of questionnaires; one included a face to face interview with the teenage candidate, while the candidate in the presence of their guardians/parents filled out the second questionnaire. One may note that there was no influence of the parents presence on the part of the respondent teenagers. Each of the questionnaires resulted in the awareness, as well as the involvement of the candidates with the different techniques used in the marketing by the cigarette vending industry including direct mail marketing. The findings of the research revealed the smoking habits/status of the teenage candidates, their future intentions for smoking, education levels, and smoking by their peers, siblings, and whether their parents smoked or not. (DOH, 1992;Atiken et al, 1987; Led with, 1984; Charlton et al, 1997; Altman et al,1996; Aitken et al, 1991) A detailed analysis of the awareness element of the teenage group interviewed showed that in comparison to the non-smoking teenage population, those who smoked cigarettes were more than aware of practically all forms of marketing techniques including direct mail marketing. Information from the respondents showed that teenagers involved in smoking were also fully aware of the different types, but also knew about advertisements in magazines, newspapers, special price schemes, and offers for cigarettes. In addition, majority of the smoking teenage population had witnessed advertising on billboards, where more than fifty present of those interviewed had read about some form of cigarette marketing in the press. Also included were advertisements and marketing at point of sales, coupon schemes, and special price offers for cigarettes. Other findings from the research of the 15 year old teenagers revealed that 20 present of the said teenage population had witnessed some form of brand stretching, which included clothing or other items with logos of famous brands of cigarettes, new pack designs, the different and attractive nature and size of the cigarettes, free gifts offered through cigarettes, competitions, and watching famous personalities smoking in films and on television. Though at a lower level, there was awareness on the various promotional mails from cigarette vending industry, distribution of free cigarettes, and to some extent from the network, or the Internet. Thus, it was observed that young smokers were more than fully aware of practically all forms of cigarette marketing techniques including direct mail, in comparison to non-smokers or those who had tried to join the smoking populations. The awareness on the marketing aspect on the part of the teenage populations was more noticeable where free gifts, special price offers, promotional mail, and newer forms of cigarette packs and designs. Marketing of Cigarettes and Role of Teenagers As also stated in the above researched teenage smoking group, there was significant evidence to suggest the involvement and role of teenagers in the marketing of cigarettes including both direct mail and coupon schemes. It was also revealed there was little difference amongst male and female teenagers both of who participated somewhat equally in the marketing of cigarettes. A statistical break-up of the smoking teenager population and the non-smoking teenagers showed that more than fifty present of the smoking populations amongst the teenagers had willingly participated in one or other form of marketing for cigarette companies. In comparison, some 25 present of non-smokers and those who had tried smoking had also participated in some form of marketing for cigarettes. The above research on the teenage smoking population also showed that some 33 present of those interviewed had received free gifts through coupons schemes; another 25 present were in receipt of the special price offers for cigarettes, and a smaller 10 present of the teenage population had received free gifts through direct mail schemes at events organized by the cigarette vending company or received the same through promotional mail schemes. The above findings thus conclusively show that there is a more than strong relationship between awareness of each cigarette marketing technique and current smoking status while variable linked with teenage smoking are held constant. In particular, the awareness of coupon schemes and brand stretching are one way or the other linked to the enhanced probability of the individual being a current smoker, as also with having friends who smoke, siblings, or either parent being smoker. In this study, having friends as smokers was found to be a great influencing factor with the individual being a current smoker. The number of marketing techniques also varied and left a positive mark on the current smoking status and habit of the teenagers interviewed. Hereto, the presence of a close friend, either parent, or siblings was directly associated with an enhanced probability factor for a current smoker. A break up of the different marketing techniques to which the teenage populations are exposed show that package design or price promotion account for a larger exposure, as compared for example brand stretching and shop advertising, the latter of which had little or no effect on the teenage segment of the smoking population. In spite of the above findings, a common factor to emerge was that the young populations was observed to receive some form of benefit, reward, or reassurance from either of the cigarette vending industries; hence a reinforcement of smoking habits, or promotion of smoking amongst the teenage populations. These research more than confirms the need for a stronger set of legislation and laws. The research also calls for an equally tighter set of controls on the marketing techniques adopted by the cigarette vending industries across the United Kingdom. It also proves that the current voluntary form of regulations primarily designed to protect would be smokers, new smokers, and in particular teenage and younger populations are failing, and there is a greater and crucial need for revision of the same. The British Tobacco Advertising and Promotion Bill should be so designed to comprehensively ban some of the most famous forms of marketing such as coupon and brand stretching; the ban should move a step further and outlaw practically all forms and modes of marketing by the cigarette vending industry. Laws, Regulations and Loopholes Exploited by the Cigarette Vending Industry by Marketing/Promotion of Cigarettes This section of the dissertation will address some of the applicable laws and regulations presently levied in the United Kingdom as well as through the directives of the European Union for all member states respectively. It will also take into account the various loopholes and exploiting measures employed by the cigarette vending industry, as they bypass or practically ignore effective regulations to promote the sale of cigarettes, including various forms of direct mail, as also the subject of our above dissertation. One of the first sets of regulations is the European Union Directive98/43/EC, which was duly accepted as a law as of 30th July 1998. Theseus Directive specifically called for minimal tobacco advertising inside the shops. Though the directive contains a summary and overview of the measures and timetable for the implementation of the directive, the salient feature of this directive calls for member government of the European Union including United Kingdom to ban all forms of commercial communication as well as sponsorships, both of which primarily aim actor influence the promotion of tobacco products. An overview of the above said directive shows that though this covers vast area of advertising, and is largely utilized by the cigarette/tobacco vending industry to promote their respective products; the objective of the directive is to bring a halt to the transfer or changeover of promotion techniques used in the marketing of cigarettes. However, the same directive is all too easily exploited through loopholes and exemptions such as those enjoyed by the sellers of tobacco only, marketing at limited point of sales, imported publications, and use of vague language. Brand Stretching One of the areas which perhaps provide as one of the largest loopholes for the cigarette vending industry in their endeavours to market their brand of cigarettes is that of brand stretching. As also discussed in detail in the above present literature reviews and researches, brand stretching is the use of non-tobacco products and services to advertise tobacco and various cigarette brands. These include for example clothes with logos of famous cigarette brands, shoes, and other items, which though are one of the means for marketing; yet in reality they serve to attract the attention of current as well as would be smoker populations alike. This directive is one step short of a total ban on all forms of advertising including such direct mail advertising as utilized by Marlboro Classics, yet it allows governments to exempt advertising where the branding is visibly different from the brand of the cigarette and where advertising is done in good faith without clarifying the actual meaning of the phrase ‘good faith. Thus, we have a loophole duly utilized by the cigarette vending industry in the form of relaxation on such advertising, and use of such phrases as good faith. 3rd Literature Review An Insight into Advertising As One of the Strongest Forms of Direct mail Marketing Strategy Used by the Cigarette Vending Industry Studies carried out by British Governments health S

Pros And Cons Of Canadian Water Exports Environmental Sciences Essay

Pros And Cons Of Canadian Water Exports Environmental Sciences Essay Question ¼Ã… ¡ Water in the future could become as important as oil as a major source of world conflict. Canada will not have to worry about this and in fact will be a major player in the control and management of water. This assumes that we have an adequate surplus of water and that we can use this as an export product. Examine these ideas from both pro and con sides and develop a conclusion about our future use of water. Water has been a vital resource for many lifeline purposes such as drinking and hygienic purposed like cleaning. Throughout the human history, water has been considered as a cheap resource and abused to comply with human needs. Despite the numerous amounts of sources of water are found, the increasing of global population depletes the non-renewable resources as natural gas, coal and oil. This essay will try to examine the ideas that whether Canada can use the adequate surplus water as an export product or not, base on the water resource in the environment, new technologies applied to the water treatment and the advantage disadvantages of using water resources as an export product. Water is one of the most common and vital resource in our society and harnessing water has been quite easy in most part of the world. Water covers nearly three-quarters of the earths surface and also there is water in the atmosphere and underground. Its mainly in ocean but also found as rivers, lakes, snow and glaciers. In fact, 99% of all the fresh water is found in glaciers, ice fields and underground. However, atmosphere water (snow, rain, fog) and glacier are strongly depending on the weather movement of the earth. On the other hand, there are numerous ways to obtain water from nature; some of them are already available such as perennial sources like oceans, river, lakes and steam. The most convenient way is groundwater resources such as aquifers that make up the water table [1]. Furthermore, water is also available from time to time in the form of influent water sources such as the precipitation of rainfall and snow. As Figure 1 show below, there are 2 types of aquifers, confine d and unconfined aquifer, where the confine aquifers are sandwiched between two porous layers of rocks. The unconfined aquifers are the water between porous and nonporous rocks with can be replenished by rainfall or snow over time. Precipitation of water is still a major resource that people depend on in many part s of the world where the water table is not sufficient enough to the massing population. the adept use of technology, farmers learned to mine ground water to overcome the lack of enough rain(Opie.J,1993). The necessity of water for human life has driven the discovery the abundant water table beneath the ground, and the use of aquifers for domestic purpose has been practical and popular. Another important resource in some area includes the availability of glaciers. This is apparent in Armenia and Azerbaijan where the glaciate and snow-covered mountain are the water towers of the region providing resources for irrigation, industrial, and domestic use which makes it an essent ial need to monitor and protect the ice caps from melting(Jones, 2009). Canada is fortunate, it has only 0.5% of the worlds population, but its land contains about 7% of the worlds renewable water supply. Also, the industry is the major consumer which occupies about 56.3 % of the water consumption, domestic is about 23.7% and agriculture is only 20%. Thousands of dams has erected in a river of stream to block the flow of water so that water can be stored and reservoir. The dams were built to prevent flooding, supply of drinking water, facilitate irrigation, and generate electricity. The placement of dams also have disadvantages such as habitat alteration, fisheries declining along the downstream of the dam, population displacement because of the water level inside the before the dam, sediment capture before the dam and so on. Through the recent research, people have overused the surface water to suit our needs. The water level of the dam and also the water level of the Ontario Lake had drop a significant height from 2009 to 2010. On the other hand, we ar e depleting groundwater which is more easily depleted than the surface water, because it is easier to use up the water resources but most aquifers recharge very slowly. Today people are extracting 160Km3 more water each year than is finding its way back to the ground, the major problem is the increasing of the human population and the area of the city are increasing also, which most of the surface water from the rainfall will run off and affects the amount of water could recharge into to aquifers. In some part of Mexico, India, China, and other Asian and Middle Eastern nations, water tables are falling 1-3 meters per year (book). Human activity has strongly affected the environment as shown in the history, which is also affecting the most important resource water and causing water pollution. It includes acid rain, erosion and sedimentation, groundwater contamination and waste water: Acid rain is that water vapor has been contaminated with chemicals introduced into the atmosphere by automobile and industrial emissions. The precipitation rain has a much higher acidity than clean rain water. The most common chemicals are nitrogen oxides and sulphur formed sulphuric acid and nitric acid. Erosion and sedimentation means water plays as a role in transporting the landscape by moving the large amount of soil, also is sediment. Sediment is eroding from the land, transport by the river or stream system, and finally deposited into the lakes or ocean. The sediment starts with erosion of the landscape, including particles or fragments from the rock material, carried by wind and rainfall, plant and animal activities also contribute to the erosion of the earth surface. Groundwater contamination is the addition of undesirable substance to ground water layer by human activities. It also has been assumed that any contaminates left on or buried under the ground caused groundwater contamination. For example, people dumping waste or toxic material into the wells; some countrys government buried the regularly garbage under certain area. Groundwater contamination is extremely difficult to clean up, sometimes is impossible. Waste water is the released of contaminated water from different industries. The government of Canada is taking the lead in proposing regulations, federal and other wastewater systems, which include standards for national wastewater effluent quality and provide regulatory clarity for rules on reporting for more than 3,700 Canadian facilities.(Environment Canada, 2009) some examples of pollutant that affects the ecosystems and human health include: decaying organic matter and debris can use up the dissolved oxygen in a lake so fish and other aquatic biota cannot survive; excessive nutrients such as phosphorus and nitrogen/ammonia can cause eutrophication, or over-fertilization of receiving water, which can be toxic to aquatic organism, promote excessive plant growth, reducing the oxygen in the water. Furthermore, the above pollution will recycle and mix by the water recycles flow chart. The pollutant/ contaminate is first released to the earth surface or air, carries by the wind and precipitation, rainfalls to the ground, because of the acid rain will erode the soil and rocks, more sediment is easier to be washed by the water, and contaminated the rivers and underground water, finally theses pollutant stays in the ocean or lakes which may pose threats to human health, aquatic life and wild life. Since the industry has consumed most of the water in Canada with most releasing water pollution such as air pollution and wastewater pollution. It is better to prevent the pollution than to migrate or clear the impact after it occurs. Although the nature system can process a certain amount of waste water, the huge and concentrated amount that generated by our industry can harm ecosystems and threat the human health. Therefore, wastewater treatment has to be done before releasing it to the environment. The first step is physical removal of the Suspended particles by filtration, follow by treatment name Primary Clarifier is to separate the organic substance including gas and liquid, then a secondary treatment, in which water is stirred and aerated so that aerobic bacteria degrade organic pollutant, finally filtering and disinfection is applied to the water tank, and effluent discharge into waterways. During the this process, some of the waste solid particle will be disposed at landfill, or burnt in with gas in a chemical burner. On the other hand, some solid are removed and sent to anaerobic digester, which will produce gas for electricity or biosolids for cropland. The water quantity and water quality in Canada is one of the best in the world, in the future, water will become as important as oil and it will be used as an export product. Obviously, the advantage is the revenue that water can create a huge economy benefit for our country. However, we have to face some practical problems. On the environmental side, the renewable fresh water is decreasing from the last decay all over the world, as the increasing of population, growing of social economy and climate change(due to global warming), the total fresh water resource in Canada is also decreasing. On the human activity side, more dams have been erected, more industries have built and more pollution has been released into the environment, which means more water management and wastewater treatment are needed to ensure there is no contamination of the fresh water resource, no harm to the ecosystem and the human health. On the technologies side, if water has been considered as an export product, how can we export water from our country to another which may be very long distance transportation? How can we ensure the quality of the water to customers? How can we secure our water resource from other consumer, since the water in the river, steam and underground is flowing all the time from one country to another? and finally how do we evaluate the cost verse the revenue of our water product. http://citationmachine.net/ http://www.scanmyessay.com/ http://geoscape.nrcan.gc.ca/h2o/bowen/underground_e.php http://www.ildtechnologies.com/water-waste.htm