Case study: Mental Retardation

Case study: Mental Retardation Introduction When you go out from your house today, try to observe the people around our environment, and we will found that not everyone cans physically function like us or at normal level. For instance, there are individual who blind, deaf are, and also who are not able to speak or move around. Generally, people refer them as physically disabled, so we will see this group of people having the special privilege such as in the shopping complexs parking space, special parking was prepared with the label disable. On another hand, there are people who cant mentally function at normal level like most of us. They might have not able to control their body movement, their intelligence, social interaction as well as language since the birth or early childhood. In this case, we are referring them as mental retardation. The American Association on Mental Retardation (2002) defined mental retardation as a particular state of functioning that begins in childhood and characterized by limitation in both intelligence and adaptive skills. According to National Information center for children and youth with disabilities (2002), we label a person with mental retardation when he or she has specific limitation in mental functioning and also in skills such as communicating, taking care of him or herself as well as social skills. All of this limitation will cost the children in their learning, such as slow in learning and development comparing to others typical child (National Information center for children and youth with disabilities, 2002). Mental retardation also reflects the fix between the capabilities of individuals and the structure and expectation of their environment (The American Association on Mental Retardation, 2002). In specific example, children with mental retardation may need longer time in le arning to speak, walk, and take care of their personal needs such as eating or dressing (National Information center for children and youth with disabilities, 2002). They are more likely to have problem learning in normal school (National Information center for children and youth with disabilities, 2002). They can learn, but probably needed a longer time or else there are something that they just cant learn (National Information center for children and youth with disabilities, 2002). Mental retardation is sub-average general intellectual functioning that related with concurrent impairments in adaptive behaviour and manifested during the developmental period (Southern association of institutional dentists, 2010). Mental retardation is an effectual theoretical intelligence, which is congenital or acquired early in life (Stefanovska, Nakova, Radojkova-nikolovska, Ristoska, 2010). Children with mental retardation have the low rate of understanding and limited domain of attention (Rezai yan, Mohammadi Fallah, 2007). The 34 Code of Federal Regulations 300.7(c)(6) of The United States Department of education defined mental retardation as significantly sub-average general intellectual functioning, existing concurrently with deficits in adaptive behaviour and manifested during the developmental period, that adversely affects a childs educational performance (Federal registration, 1999). The statistic showed that averagely, 3% of the general population will be suffered from mental retardation (Southern association of institutional dentists, 2010). Most people with mental retardation are diagnosed before or during first years of school (Southern association of institutional dentists, 2010). The prevalence provided by statistical manual of mental disorders fourth edition text revision [DSM-IV-TR] (2000) mentioned that mental retardation has been predictable at roughly 1%. In term of gender, the ration for male to female is 1.5 to 1 (American Psychiatric Association [DSM-IV-TR], 2000). This shown that mental retardation affect more male. The misconception about how people perceive what is mental retardation also being pointing out. According to a case study from World Health Organisation (2006), a special education teacher who teaches the disable children is advised by the family and also neighbours to resign from her work when she is pregnant after 12 years of marriage. The reason given is that they want her to avoid contact with these types of children (means disable), concerning her unborn child will be like them. Acknowledged that this is superstitions, and with the support from her husband, she continues to help the children at the centre, and now her new born daughters intelligence is above average. Mental retardation is not something such as you having green eyes, bad heart, or you are born short or thin, it is also not medical disorder, nor a mental disorder (The American Association on Mental Retardation, 2002). Criteria Definition Referring to the diagnostic and statistical manual of mental disorders fourth edition text revision (DSM-IV-TR), published by American Psychiatric Association, there are three components of feature of mental retardation, which all of the component must be present to diagnose a patient with mental retardation (American Psychiatric Association [DSM-IV-TR], 2000). The three diagnostic criteria for Mental Retardation are as below: Criterion A. Significantly sub-average intellectual functioning: an IQ of approximately 70 or below on an individually administered IQ test (for infants, a clinical judgment of significantly sub-average intellectual functioning). Criterion B. Concurrent deficits or impairments in present adaptive functioning (i .e., the persons effectiveness in meeting the standards expected for his or her age by his or her cultural group) in at least two of the following areas: communication, self-care, home living, social / interpersonal skills, use of community resources, self-direction, functional academic skills, work, leisure, health, and safety. Criterion C. The onset is before age 18 years. In Criterion A, IQ or Intelligence quotient test had used to administer the general intellectual functioning of an individual. Intelligence is the general mental capability. It included the ability in reasoning, problem solving, abstract thinking, understanding complex ideas, quickly in learning, and also experience learning (American Association on Mental Retardation, 2002). The commonly IQ test such as the 3rd edition Wechsler Intelligence Scales for Children; 4th Edition Stanford-Binet; and also Kaufman Assessment battery for children. All of this is an individually administered intelligence test. The cut-off score is IQ test scored 70 or sub-average intellectual functioning is IQ score of about 70 or below, which are two standards deviation below the mean. However, in some cases, although the individuals IQ score is below 70, he or she should not be diagnosed as mental retardation if there is no obvious disturbance in adaptive functioning. Adaptive functioning will be explained i n Criterion B. The diagnostic and statistical manual of mental disorders fourth edition text revision (DSM-IV-TR) (2000), some others factor that may result an individual score poorly should be taken into consideration. For example, some of the factors include the socio-cultural background of an individual; the problem with native language; as well as related communicative, motor and sensory handicaps (American Psychiatric Association [DSM-IV-TR], 2000). There is four degree of severity of mental retardation. The degree of severity is determined by the IQ scores. The summary of the retardation and IQ level are as below: Mild mental retardation IQ level 50-55 to approximately 70 Moderate retardation IQ level 35-40 to 50-55 Several mental retardation IQ level 20-25 to 35-40 Profound mental retardation IQ level below 20 or 25 (American Psychiatric Association [DSM-IV-TR], 2000) About 85% of the mental retardation patient is fall under Mild Mental Retardation, which their IQ level through IQ test is about 50-55 to approximately 70 (American Psychiatric Association [DSM-IV-TR], 2000). Normally, they cant be differentiating with normal children at the age of 0-5 years old. This is because; the social and communication skills are developing at the age of pre-school (American Psychiatric Association [DSM-IV-TR], 2000). At this stage, they have minimal disturbance in sensor motors areas (American Psychiatric Association [DSM-IV-TR], 2000). The characteristic representing this category is the role of Forest in the movie Forest Gump. In the movie, Forest ever said that I been an idiot since I was born. My IQ is near 70, which qualifies me, so they say. (Smith, 2006). With the appropriate support, patient with mild mental retardation can live successfully. Forest, who always being classified as retarded used chocolate to contrasting portrait of his struggle until he become a football star in the college, Vietnam war hero, and a successful business man (Smith, 2006). . On patients with moderate mental retardation, we usually refer them as trainable (American Psychiatric Association [DSM-IV-TR], 2000). About 10% of the mental retarded patients fall under this category (American Psychiatric Association [DSM-IV-TR], 2000). They learn communication skills at the early childhood, so that they can benefit from vocational training. With moderate supervision, patient with moderate mental retardation can actually fulfill personal care. They are able to travel by them self in a familiar setting; however they cant progress beyond the 2nd grade level in the academic subject (American Psychiatric Association [DSM-IV-TR], 2000). In a supervised condition, patient can function well with the community around them. For patient with severe mental retardation, they are actually 3-4% of the mental retardation population (American Psychiatric Association [DSM-IV-TR], 2000). During pre-school period, they might learn a little or no communication skills. During the school period, they learn talking at secondary level, they can be teaches in self-care. In a closely supervise condition, they can function well in life if they do not involve in any handicap. Patient of mental retardation who falls under the profound mental retardation is 1-2% (American Psychiatric Association [DSM-IV-TR], 2000). Most of the patient has a neurological condition that result their mental retardation. Their motor development, self-care, and communication skills can be improve if there is a proper education being given to them. If a mentally retarded patient who cant be categories within this four degree of severity, they will be put under the category mental retardation, severity unspecified. In Criterion B, impairment in adaptive functioning is the focus. Impairment functioning is the effectiveness of a person coping with daily life events and also how well a person achieve the standard of self independence expected by their age group in a particular socio cultural back ground as well as community setting (American Psychiatric Association [DSM-IV-TR], 2000). Yet, there are various factors that might influence the adaptive functioning of a person with mental retardation. Some of the factors are education, motivation, a persons characteristic, social and vocational opportunities and the mental disorder and general medical conditions (American Psychiatric Association [DSM-IV-TR], 2000). The areas of adaptive functioning concerning is communication, self-care, home living, social social / interpersonal skills, use of community resources, self-direction, functional academic skills, work, leisure, health, and safety. A person can only be diagnose with mental retardation if he meet any 2 of the area concerning in criterion B. For example, at the age of 16 years old, a person could not speak and poorly performance in academic. In criterion C, age is the focus. The onset must be before 18 years old. Intervention Programme Intervention programme are to believe will help the children with mental retardation to cope better in their daily life as well as future life. Intervention program for the mentally retarded children usually take part by the government, non-governmental organisation, school and also psychologist or expert in the field. Although it was take part by many organisations, but we have to aware that the intervention program cost a large sum of money. Medical news today (2006) reported as in years 2000, money spend for patients with mental disorder is about 51 billion dollars. However, the intervention program is still necessary to provide the patient another part of life. One of the intervention programs for children with mental retarded is occupational therapy. In occupational therapy, thought about daily life functioning being discuss and share with the children (Kottorp, Hallgren, Bernspang, Fisher, 2003). This therapy leads the children to perform the daily life task that the child would like to, or the task which is expected by the society or cultural back ground (Kottorp, Hallgren, Bernspang, Fisher, 2003). The most important aims of occupational therapy are to lead the children to have meaningful and purposeful occupations through the intervention (Kottorp, Hallgren, Bernspang, Fisher, 2003). Occupational therapy also focuses to help the child with mental retardation to develop fine motor control (Reynolds Dombeck, 2006).This fine motor skills is needed by the children with mental retardation to perform concentrated tasks (Reynolds Dombeck, 2006). Some of the concentrated tasks are like writing or drawing. All of this basic concentrated ta sk is important for self-help and academic skills in the later life of the children (Reynolds Dombeck, 2006). Researcher found that occupational intervention program had a positive feedback (Kottorp, Hallgren, Bernspang, Fisher, 2003). Patient can carry out activities of daily living in a safe and efficient manner. (Kottorp, Hallgren, Bernspang, Fisher, 2003). In summary, Occupational therapy intervention program for children with mental retardation, aims to help the children to meaningful and purposeful activity. The activity include self-care, care for others, appreciate life and socially active in various situation. Mental retarded children who went through this therapy will able to use the skills learned in future. Another intervention program for children suggested by researcher is tooth-brushing intervention program. In a study done by Stefanovska, Nakova, Radojkova-nikolovska, Ristoska (2010), they designed a 6 month intervention program that focus on the encouragement of independent manual skills looking after personal oral hygiene.100 school children at the age of 9-16 with low and moderate mental retardation in Skopje. Althought tooth brushing seems to be very easy for us, but it actually is a voluntary activity that requires motivation and physical ability. In term of motivation, the children with mental retardation are require to understand what is needed and also the reason or benefits of tooth brushing; and also the desire to achieve the benefit (reducing the plaque). Yet, they found that children with mentally retarded are not capable in understanding the oral hygiene procedures but they accept the change (Stefanovska, Nakova, Radojkova-nikolovska, Ristoska 2010). According to the researcher, patient of mental retardation normally suffered from periodontal disease. The result of their study showed that this six month program was effective in reducing the plaque and gingivitis scores and the long term success of the program is to maintain the childrens motivation to brush their own teeth and make this part of their daily routine (Stefanovska, Nakova, Radojkova-nikolovska, Ristoska 2010). Calculated the long term benefit, tooth brushing is actually cost effective ways of reducing plaque, reducing the needs to see dental doctor and others. The mentally retarded children are able to brush their own tooth with proper encouragement and motivation. Besides that, Rezaiyan, Mohammadi Fallah (2007) proposed that computer game as an intervention instrument focusing on the attention capacity of the mentally retarded children. In their experiment, 60 male mentally retarded children were recruited from two 24 hours care centers in Tehra. All of them had an IQ level between 50 and 70 with no physical disability. The result of their study indicated that intervention of computer games increased the attention span of the mentally retarded children (Rezaiyan, Mohammadi Fallah, 2007). Not only that, intervention of computer game also help in increasing the internal motivation and activity if the children (Rezaiyan, Mohammadi Fallah, 2007). The mentally retarded children was attracted by feature of the computer games such as competition, laugh, curiosity and others, and all of this helped in improving the ability to pay attention (Rezaiyan, Mohammadi Fallah, 2007). The children also learned problem solving skills through the games Rezaiy an, Mohammadi Fallah, 2007). In order to complete the game, the children need to practice and keep repeating the same process, this had help the children in self understanding skills, while paying attention to an object or location will improve the nervous system process (Rezaiyan, Mohammadi Fallah, 2007). In summary, as we can see, the main function of the computer games is to help the children in understand and paying attention. The two benefits are actually interrelated to each others, to pay attention you need to understand, understanding help you in paying attention. The mentally retarded children need both of this skill. However, we should also consider the side effect of using computer. Special education is another intervention program for the children with mental retardation. In Malaysia, a Non-governmental organisation, Lions Club of Kota Bharu operates a Down syndrome centre to give pre-school education to the Down syndrome children ages there to six years (Dahari, 2009). Down syndrome cause by the non-disjunction of chromosome 21and is the leading genetic cause of mental retardation (Ghosh, Sinha, Chatterjee Nandagopal, 2009). After graduated from the canter, the Down syndrome children will be sending to the special classes in the government school. They adopt the Macquire Small step curriculum as teaching guide or you may called it as early intervention program. The term intervention is used to cover physiotherapy, occupational therapy, speech therapy and special education help. There are several type of intervention provided such as home based, centre based, and nursery based. Parents with Down syndrome children might send their children to this centre for ea rly education. Mentally retarded children are educable (Demirel, 2010). Another intervention in term of education being done in Turkey, the curriculum for children with mental retardation was designed at primary school level, attending private class, focusing on improving the skills of understanding, showing positive social relations, adjusting to the social, technological and physical environment and surviving independently (Demirel, 2010). From two of this example, we can see that education actually help the mentally children to make their life better. As a psychologist, we should support all kind of effort in coming out with special education for the mentally retarded children. Education is one of the best intervention programs for the children. In conclusion, no one is this world choose to be born mentally retarded; mentally retarded is a give but not a choice. As a normal human, we should not discriminate them yet give them the best of what we can do. Intervention program had being proven able to help the children with mental retardation to have a batter life. Every one of us should play our roles in supporting all kind of intervention program. As a psychologist, we actually can do many things for them as there are within our area of study, we can contribute idea regarding their well fare, education and in others issues. They had born unlucky, why not we shown them another part of life?

Preventing Blood Stream Infections Health And Social Care Essay

National Patient Safety Goals ( NPSG ) were introduced in 2002 in order to assist turn to some of the issues that were responsible for doing a bulk of the state of affairss that were responsible for making patient safety issues. These ends were implemented in order to set concentrate on what were deemed to be the most preventable of these issues. One of these ends is the bar of cardinal line-associated blood watercourse infections ( Lyles, Fanikos, & A ; Jewell, 2009 ) . Literature Review Central venous catheters ( CVC ) are indispensable in the attention of critically sick patients. However, their usage is non without hazard. Catheter-associated blood stream infections ( CA-BSI ) are common healthcare-associated infections in intensive attention unit ( ICU ) patients and have been estimated to happen in 3 % -7 % of all patients with CVC ( Warren, et al. , 2006 ) . It is good documented that intravascular catheter related complications are associated with widening hospital length of stay, increasing direct costs and increasing ICU mortality. Clinicians insert about 7 million cardinal venous entree devices ( CVAD ) yearly in the United States, and of these, 1 in 20 is associated with a CA-BSI, despite the usage of the best available sterile techniques during catheter interpolation and care. Overall, an estimated 250,000 CVAD-related CA-BSI occur yearly, with an attributed mortality of 12.5 % to 25 % per happening. The national cost of handling CA-BSI peers $ 25,000 per infection, severally, or $ 296 million to $ 2.3 billion in entire. While the figure of CA-BSI has remained comparatively steady, vascular entree device usage has drastically increased, particularly in nonhospital scenes ( Rosenthal, 2006 ) . A huge sum of research is directed toward cut downing these complications in an attempt to better patient outcomes. A reappraisal of the literature provides an overview of current recommendations refering intravascular catheter attention and research sing the usage of instruction plans to advance recommended pattern. The Centers for Disease Control and Prevention ( CDC ) published the Guidelines for the Prevention of Intravascular Catheter-Related Infections in 2002, which is the benchmark for all intravascular catheter attention recommendations. The guidelines for CVC suggest the replacing of dressings every 7 yearss or when soiled or loosened, endovenous tube alterations every 72 hours, and the replacing of tubing used to administrate blood merchandises and lipid emulsions within 24 hours of extract induction ( East & A ; Jacoby, 2005 ) . Harmonizing to the CDC, about 53 % of grownup patients in intensive attention units have a cardinal venous catheter on any given twenty-four hours ( Rupp, et al. , 2005 ) . Skin cleaning of the interpolation site is regarded as one of the most of import steps for forestalling catheter-related infection. Historically, povidone-iodine is an antiseptic that has been used during the interpolation and care of the intravascular devices. It works by perforating the cell wall of the micro-organism. More late, chlorhexidine has been studied and found to be more effectual as a skin antiseptic to forestall catheter-related infection. It works in less clip, retains its antibacterial consequence against vegetation thirster, is non inactivated by the presence of blood or human protein, and causes minimum skin annoyance. Chlorhexidine works by interrupting the microbial cell wall. It is active against many Gram-positive and to a somewhat lesser degree Gram-negative bacteria ( Astle & A ; Jensen, 2005 ) . A multistep procedure is recommended to forestall CA-BSI that includes: educating staff, utilizing maximum barrier safeguards ( e.g. a unfertile gown and baseball mitts, mask, cap, and big unfertile curtain ) , executing infection surveillance, and replacing occlusive dressing every 7 yearss or when needed ( Buttes, Lattus, Stout, & A ; Thomas, 2006 ) . Other strongly recommended patterns include proper manus hygiene, usage of chlorhexidine gluconate for interpolation site readying, and turning away of everyday catheter alterations. Catheters impregnated with antimicrobic agents are recommended when infection rates are high or when catheters will stay in topographic point for a considerable clip ( Krein, et al. , 2007 ) . Education of staff on the proper attention of CVC is paramount in cut downing the sum of CA-BSI. This is possibly one of the most cost-efficient methods of cut downing CA-BSI ( Ramritu, Halton, Cook, Whitby, & A ; Graves, 2007 ) . Execution A staff instruction plan was initiated for the nursing forces that chiefly deal with CVC. This instruction plan was aimed at developing the ICU and step-down unitaa‚Â ¬a„?s nursing staff proper attention and care of the CVC. Education focused on proper attention of the CVC, including when dressing alterations should be performed e.g. every 7 yearss or when the dressing is soiled. Nurses were besides trained in how to suitably help with CVC arrangement and the certification tool that infection control utilizes to measure attachment to interpolation guidelines. Posters were besides placed in the nurseaa‚Â ¬a„?s interruption and conference countries that had educational stuff related to proper attention of CVC. Documentation was besides placed in the physicianaa‚Â ¬a„?s lounges that bucked up use of maximum barrier safeguards during CVC interpolation. The installation that was observed presently utilizes a few different agencies of measuring with respects to CA-BSI. First, a checklist is utilised during CVC interpolation that evaluates attachment to interpolation guidelines by the staff. This checklist is sent to infection control and entered into a database which is correlated with patient informations sing CA-BSI. Second, in patients that are identified as holding a CA-BSI, after catheter remotion, laboratory microbiological surveies of the catheter, blood, and interpolation site swabs are performed to place causality of the infection. Execution Compared to Literature Suggestions Practices that cut down the hazard of CA-BSI include the undermentioned: ( 1 ) usage of maximum barrier safeguards during CVC interpolation ( i.e. , a surgical mask, unfertile gown, unfertile baseball mitts, and big unfertile curtains ) , ( 2 ) arrangement of the catheter in the subclavian vena instead than the internal jugular or femoral vena, ( 3 ) altering catheters merely when necessary, and ( 4 ) altering dressings on CVC issue sites when they become nonocclusive, soiled, or bloody. These patterns have been incorporated into national guidelines. Presently, the Healthcare Infection Control Practices Advisory Committee ( HICPAC ) of the Centers for Disease Control and Prevention ( CDC ) recommends that infirmaries implement comprehensive educational plans that teach proper CVC interpolation and care techniques ( Warren, et al. , 2006 ) . These patterns are largely in line with what is implemented at the ascertained installation. One difference, which is non in line with these reco mmendations, is that the ascertained installation has a high figure of internal jugular interpolations instead than using the subclavian vena. When asked about this, many of the doctors stated that entree was easier to place utilizing ultrasound during interpolation and they preferred this method over subclavian interpolation. Recommended Changes First, execution of an instruction plan for suppliers that is focused on infection control, particularly the recommendation of using the subclavian vena interpolation for CVC arrangement as a first pick in patients that have no contraindications to this arrangement. Second, securing the second-generation antiseptic catheter, coated with chlorhexidine and Ag sulfadiazine on the internal and external surfaces, to more efficaciously prevent microbic colonisation in patients that are identified as being at hazard. Decreased bacterial colonisation, a critical measure in the pathogenesis of catheter-associated infection, may correlate with bar of catheter-related bacteriemia ( Rupp, et al. , 2005 ) . Third, instruction and preparation demands to be expanded to any nurses that may be responsible for caring for a patient with a CVC. These countries include non-critical attention countries such as paediatric and medical floors. Larger Numberss of patients with CVC are now found in non-ICUs th an in ICUs and that CA-BSI rates in those scenes are higher. Catheter types and interpolation sites vary greatly among scenes. For illustration, jugular and femoral interpolation sites are common in ICUs ; subclavian and peripheral sites are more common elsewhere. So schemes for cut downing CA-BSI must be tailored to the scene ( Hadaway, 2006 ) .

Marketing Management paper Essay

Questions: 1. Explain how Marketing affects the outcome of the financial equation: Sales-Expense=Profit. What risk the company might be facing in this equation with regards to marketing? Expound on the importance of marketing in sustaining business growth. (5 points.) In the equation, Sales-Expense=Profit, activities done in Marketing can be said or considered as marketing expenses that includes advertising costs, promotions, PR events and Marketing Research costs (e.g. FGD, etc.). Through the income statement, we can get the Profit or Revenue and costs or expenses. These may include the costs of marketing the product or services with other costs that is deducted from the amount of sales or total sales. The idea is to increase the revenue while costs are incurred through marketing activities. However, in order to achieve this, marketing activities must be done effectively and the costs or expenses should be managed correctly in order to create good results. Marketing activities that are not managed properly may incur additional costs to the company and continue on to increase. This is especially applicable to companies with different product portfolios and margins, wherein they can incur losses once the profitability of a product decreases. Read more:  What is New Public Management? 2. Why do companies resort to market segmentation? Explain why or how segmentation can be an effective market entry/penetration strategy. Give an example not discussed in the class. (10 points) Better matching of customer needs Customer needs differ. Creating separate offers for each segment makes sense and provides customers with a better solution. Enhanced profits for business Customers have different disposable income. They are, therefore, different in how sensitive they are to price. By segmenting markets, businesses can raise average prices and subsequently enhance profits Better opportunities for growth Market segmentation can build sales. For example, customers can be encouraged to â€Å"trade-up† after being introduced to a particular product with an introductory, lower-priced product Retain more customers Customer circumstances change, for example they grow older, form families, change jobs or get promoted, change their buying patterns. By marketing products that appeal to customers at different stages of their life (â€Å"life-cycle†), a business can retain customers who might otherwise switch to competing products and brands Target marketing communications Businesses need to deliver their marketing message to a relevant customer audience. If the target market is too broad, there is a strong risk that (1) the key customers are missed and (2) the cost of communicating to customers becomes too high / unprofitable. By segmenting markets, the target customer can be reached more often and at lower cost Gain share of the market segment Unless a business has a strong or leading share of a market, it is unlikely to be maximizing its profitability. Minor brands suffer from lack of scale economies in production and marketing, pressures from distributors and limited space on the shelves. Through careful segmentation and targeting, businesses can often achieve competitive production and marketing costs and become the preferred choice of customers and distributors. In other words, segmentation offers the opportunity for smaller firms to compete with bigger ones. 3. What can be a good segment to target for a facial care product? Why? What can be a compelling consumer insight and your corresponding value proposition? Illustrate your brand DNA diagram and prepare a positioning statement and a tagline. Outline your IMC campaign. (15 points) Segment – Facial products made especially for men Customer insight – There are many facial products available in the market but focused only on female needs, including anti-ageing products. Facial care products for men are very limited as not all facial care companies delve into the market. However, due to the growing number of men getting more conscious of their appearance, they look for products that are made especially for us. This is also because Men’s skin differs from Ladies thus their skin needs differ. Value proposition – â€Å"Complete men’s facial care regime line: products range from facial soaps, scrubs, non-alcohol based cleansers, and facial lotions. Brand DNA: Category – Facial care for men Character – Clear and Clean for the real man Credibility – Should be tested and approved by Dermatologists and Dermatological Institutes Benefit – Complete men facial regimen: Cleans and Clears the face, while moisturizing he skin. Difference – Made especially for men and men’s skin. Positioning statement – The Product For men of different ages and skin types which provides clear and moisturized skin. Taglin – â€Å"Complete facial regimen for the new man†Ã‚  IMC campaign: TV Advertisements, Newspapers, Men’s Magazines, Bus posters. Storyboard – A construction worker, after a long day building a wall is then seen by his co-workers using a facial wash for women. Co-workers laugh when they see the man has a white face after washing. Co-worker gives the man the facial care product for men. 4. Assuming that you are hired as a marketing manager of a publication company. Your primary task is to develop a new magazine that has a strong  market potential. a. What type of magazine will it be? b. Who will be your target market? c. Estimate or extrapolate the market value potential. What should be the subject mix (topics) of your magazine to attract and sustain readers? d. How will you promote this new magazine? e. What can be a good name for your new magazine? f. Develop DNA diagram and the positioning statement including the tagline. g. What are your pricing and distribution strategies? (20 points) 5. Hair Salons are almost in every corner, be it commercial or residential area. David’s Salon is one of the successful salon chains in the country that is targeting the mid-end of the market. A new phenomenon however took shape in recent years in the form of F Salon Chain and Reyes Cutters that are charging very low fee for a haircut (45.00-50.00 pesos only). For a while the two salons have mushroomed until they suddenly lost esteem. Assuming, you have the capital to establish a hair salon chain, how will you build your brand? Discuss your 7-P strategies. Make sure you provide a brand name and a tagline for your hair salon chain. (20 points.) Brand name: â€Å"Hairline, Careline† Tagline: â€Å"hairline, gone in 60 minutes† People: Adults with receding hairlines. Only a handful of salons or barbershops really focus on people with hairloss or receding hairlines. Product: A line of hair salons especially for individuals losing hair – services would involve scalp treatments, scalp massages and mainly haircuts that hide hair-loss and receding hairlines. Price: Haircut – Php 150; Massage – 200; Scalp treatments – 200-300 (depending on the treatment: e.g. spa or menthol) Placement: SM Malls, Robinsons malls (non-high end malls) Process: Customers come in and is assisted by the front desk for introduction of services. Customer chooses the service. An expert to that service is provided to the customer. Promotion: Newspaper ads, TV commercials, Flyering activities and on-line advertisements and postings on websites like  SULIT.COM, and/or Coupon websites like CASHCASHPINOY. 6. Illustrate the Marketing process that was introduced to the class. Discuss each of the steps in this process including their respective decision points/criteria. (20 points) Discovering / Identifying the Value Segmenting: Identify all possible segments Profiling: Determine the most vulnerable and profitable segment Targeting: Choose your target market Consumer Insighting: Gain consumer insights through research, focus group discussions and/or surveys. Value Offering: Determine your value which is relevant and distinct. This becomes your unique selling proposition. Creating the Value Product Concept: Determine product type, line, depth. Product Development: Determine the features and attributes of your products and how to improve it so that your value proposition will be realized. Branding: Determine Category, Character, Credibility, Benefit and Difference and an appropriate brand name. Positioning: Formulate what you want your target market to perceive about your product and how you want them to understand and accept your value proposition. Create a tagline. Pricing: Determine if higher, parity or lower based on mark-up, targeting or value pricing. Making the Value Accessible Distribution: Determine how you want to go to market (i.e. channels of distribution) Placement Channel Marketing Communicating the Value IMC: Determine how you want to promote your product. EMC 7. Discuss Ansoff’s Growth Matrix. Give examples. (10 points) The Ansoff Matrix, designed by Igor Ansoff, classifies and explains different growth strategies for a company. This matrix is used by companies which have a growth target or a strategy of specialization. This tool, crossing products and markets of a company, facilitates decision making. The Ansoff matrix offers four strategies to achieve the objectives. Market Penetration Trying to make a greater share of an existing market with an existing product. This could involve product re-launch or increasing brand awareness. For example, Ipods can be used for file storage as well, this gained them market share in the storage devices market. Product Development Develop new products to target the company’s existing market segments. For example, Coca Cola introduced Coke Zero and Coke Cherry. Market Development Finding or creating new markets by targeting new parts of the market or by expansion into different markets. For example, San Miguel introduced San Mig Zero targeting the health conscious people that wanted lesser calories but still enjoy beer. Product Diversification Seeking to create or develop new products, lines or product ranges for new markets. For example, when Apple introduced the IPad tablet, which revolutionized how people work and manage taske with tap and swipe on the screen. Existing Products New Products Existing Markets Market Penetration Product Development New Markets Market Development Diversification 8. Discuss BCG Matrix/Grid (10 points) The Boston Consulting Group (BCG) Matrix is a simple tool to assess a company’s position in terms of its product range. Question Marks Question marks are products that grow rapidly and as a result consume large amounts of cash, but because they have low market shares they don’t generate much cash. The result is a large net cash consumption. A question mark has the potential to gain market share and become a star, and eventually a cash cow when the market growth slows. If it doesn’t become a market leader it will become a dog when market growth declines. Question marks need to be analyzed carefully to determine if they are worth the investment required to grow market share. Stars Stars generate large sums of cash because of their strong relative market share, but also consume large amounts of cash because of their high growth rate. So the cash being spent and brought in approximately nets out. If a star can maintain its large market share it will become a cash cow when the market growth rate declines. Dogs Dogs have a low market share and a low growth rate and neither generate nor consume a large amount of cash. However, dogs are cash traps because of the money tied up in a business that has little potential. Such businesses are candidates for divestiture. Cash Cows As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate – so they generate more cash than they  consume. These units should be ‘milked’ extracting the profits and investing as little as possible. They provide the cash required to turn question marks into market leaders. 9. Discuss Product Life Cycle (10 points) The Product Life Cycle (PLC) is used to map the lifespan of a product. There are generally four stages in the life of a product. These four stages are the Introduction stage, the Growth stage, the Maturity stage and the Decline stage. The Four Stages of the Product Life Cycle 1. Introduction: The Introduction stage is probably the most important stage in the PLC. In fact, most products that fail do so in the Introduction stage. This is the stage in which the product is initially promoted. Public awareness is very important to the of a product. If people don’t know about the product they won’t go out and buy it. There are two different strategies you can use to introduce your product to consumers. You can use either a penetration strategy or a skimming strategy. If a penetration strategy is used then prices are set very high initially and then gradually lowered over time. This is a good stategy to use if there are few competitors for your product. Profits are high with this strategy but there is also a great deal of risk. If people don’t want to pay high prices you may lose out. The second pricing strategy is a skimming strategy. In this case you set your prices very low at the beginning and then gradually increase them. This is a good strategy to use if there are alot of competitors who control a large portion of the market. Profits are not a concern under this strategy. The most important thing is to get you product known and worry about making money at a later time. 2. Growth: If you are lucky enough to get your product out of the Introduction stage you then enter this stage. The Growth stage is where your product starts to grow. In this stage a very large amount of money is spent on advertising. You want to of telling the consumer how much better your product is than your competitors’ products. There are several ways to advertise your product. You can use TV and radio commercials, magazine and newspaper ads, or you could get lucky and customers who have bought your product will give good word-of-mouth to their friends/family. If you are successful with your advertising strategy then you will see an increase in sales. Once your sales begin to increase you share of the market will stabilize. Once you get to this point you will probably not be able to take anymore of the market from your competitors. 3. Maturity: The third stage in the Product Life Cycle is the maturity stage. If your product completes the Introduction and Growth then it will then spend a great deal of time in the Maturity stage. During this stage sales grow at a very fast rate and then gradually begin to stabilize. The key to surviving this stage is differentiating your product from the similar products offered by your competitors. Due to the fact that sales are beginning to stabilize you must make your product stand out among the rest. 4. Decline: This is the stage in which sales of your product begin to fall. Either everyone that wants to has bought your product or new, more innovative products have been created that replace yours. Many companies decide to withdrawal their products from the market due to the downturn. The only way to increase sales during this period is to cut your costs reduce your spending. 10. How can Marketing help in nation building? What marketing concept(s) can be more useful for nation building? (5-point bonus) Nation building can be done through promotion of the wonders of the Philippines using advertisements that can be shown using international programs such as CNN and BBC. Commercials that would emphasize the talents of the people, as well as promote investments of foreign companies or investors. References: http://www.tutor2u.net/business/marketing/segmentation_why.asp http://www.nku.edu/~issues/internet_marketing/newwebpage1.html http://www2.accaglobal.com/documents/boston_consulting.pdf http://www.businessdictionary.com/definition/Ansoff-matrix.html

Attention Deficit Hyperactivity Disorder ( Adhd ) Over...

Is Attention Deficit Hyperactivity Disorder (ADHD) Over Diagnosed? Attention Deficit Hyperactivity Disorder (ADHD) is very common disorder diagnosed among children. What is ADHD? ADHD: a short attention span accompanied by excessive activity (Cowerdly Allen, 2012, p. 174). According to the Centers for Disease Control and Preventions (CDC) 11% of children ranging from ages 4 to 7 were diagnosed with ADHD in 2011: making this an average increase of 5% per year from 2003 to 2011 (2016). Why is it that other countries such as France are not having an increase diagnosis of ADHD? In France .5% of children are diagnosed with ADHD (Molland,2012). There is no reason why the United States should have more children diagnosed with ADHD than France. Are we trying to say children in the United Sates differ from children in different countries? According to Molland children in France are not different: the psychiatrist in France just happen to have a better method for dealing with children with behavioral problems (2013). The number of children diagnosed with ADH D Continues to increase, but why? A belief by some people is that ADHD can be caused by food dyes and sugar additives. However, there is no evidence showing that foods can cause ADHD. According to the National Institute of Mental Health (NIMH) there are some studies that imply that artificial food additives and dyes may worsen inattention and hyperactivity, but these effects are small and do not account for majority of casesShow MoreRelatedIs Attention Deficit Hyperactivity Disorder ( Adhd ) Over Diagnosed?916 Words   |  4 PagesIs Attention Deficit Hyperactivity Disorder (ADHD) Over Diagnosed? The most common diagnoses made by doctors among children is Attention Deficit Hyper Activity Disorder (ADHD) (LeFever, G. B., Dawson, K. V., Morrow, A. L.,1999). What is ADHD? 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