Marketing case study on Godiva chocolates.

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Godiva's History and Background

Godiva is an established brand of chocolate that has been perfected to its highest capability and is considered to be part of a prestigious, upper class chocolate praline. The name Godiva was actually given in honor of the Legend Lady Godiva.

For generations, Belgium has tried to maintain an image of perfectionist throughout their unique society. It's no wonder how the company Godiva originated in Belgium from a man named Joseph Draps who owned and controlled the company from 10 up until 174 when Campbell Soup Company purchased Godiva International. It was then broken into three divisions, Godiva Europe, Godiva U.S.A, and Godiva Japan. All three divisions are equally valuable to the growth of Godiva.

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In 11 Godiva annual sales consisted of 6 million francs and still had a reported net loss of 10million francs. Within one year the new President of Godiva, Charles van der Veken took this mature unprofitable company and redesigned the exact way the company would operate. What Godiva did was, they raised all the standards of operations so that they became equivalent in comparison to the market styles of the U.S. and even Japan. Then the retail network distribution was down- sized to company owned stores and 54 franchises. To provide the consistent image of "most expensive", "nicest packaging", and "most beautiful stores", the company formed precise organizational rules for the remaining retailers of Godiva.

The second action Godiva took was replacing all the original sales staff and even the marketing team. These precise rules helped Godiva regain the original brand equity of the product while creating a uniform that presents Godiva's core competency of a high quality delicate tasting product in a luxurious packaging throughout the remaining stores. With the upgrade of standards Godiva immediately helped strengthened it's marketing strategy while still creating a future possibility of expansion into unexplored countries where the consumption of chocolate is increasing.

The Main Issues

Since Godiva was one of the first to originate in Belgium it should defiantly have a large grasp on the current market, but unfortunately it doesn't. In 11 Godiva only grasped 10% while their major Competitor Leonidas grasped 4% in a market that was estimated to be .6 billion francs at the time. When considering the population of Belgium, it is about times smaller than France, so actually 10% isn't necessarily bad, and it is descent. Looking at the competition, Godiva obviously wasn't living up to their potential in distinguishing their core competency, which resulted in a decline in their brand recognition. That was exactly why they reestablished their network chain to maintain the original idea of a luxury chocolate.

Problem #1

One area Godiva needs to re-evaluate is their retail distribution across countries. There are 5 company owned stores in the U.S. along with 800 department stores. Japan possessed franchised dealers and 67 department stores. In Europe alone, there are only 6 company owned stores with 0 franchises along with 41 department stores. The major problem is the disparity between the Godiva Boutiques globally as well as the Belgium boutiques.

Godiva needs to take into consideration the image that the retailer boutiques are presenting to the customer everywhere. They need to formulate a standard of functional themes throughout these boutiques globally. Functional themes meaning, that for every season change and holiday every single Godiva store carries out a uniform display. This change in the boutique scenery is very important seeing how Godiva isn't only for personal consumption, but for gift giving as well. About .1% of Godiva's purchases are for gifts and about 4.4% is for personal consumption. Because Godiva has a great luxurious appeal to both types of markets, it is very important for them to maintain high quality of standards for the presentation of the products in boutiques.

Problem #

It was now time for Godiva "to communicate the desired image of Godiva more widely, now that we have a retail network capable of maintaining that image on the level of the Triad Countries." (Pg. 86) Yes, Godiva already has brand recognition globally, but they wanted to take this brand recognition into one "common" perspective. Godiva's particular advertising sends an appeal to non-conservatism middle-upper class consumers. What Godiva needs to do is capture the remaining market with an appeal of affordable luxury despite cultural differences. If Godiva wants to send a global common message, they will need to take this segmented market; A- chocolate pralines for the rich and elite, B- chocolate candies for the average self-indulgent consumer, and view each as a combined market.

Analysis of Options

Godiva currently has a competitive advantage globally because of its buy-out from Campbell Soup. When Campbell bought Godiva it provided a golden opportunity that none of the other competitions had available. This buy-out was beneficial to Godiva because it gave them the upper hand in being the first to expand globally. But before they could expand globally they needed to see what exactly was going on with the company internally.

Analysis of Problem #1

After a good review, it was obvious that the product strategy was suffering. Even though Godiva had the competitive advantage, it seemed as though it did not know how to imply it throughout Belgium. When in comparison to the U.S. and Japan, the product strategy is quite different because it is viewed as fairly "new". The evolution of Godiva began in the Belgium market, so consumers have watched the growth of the product along with its competition. With the long-term presence of Godiva in Belgium, it was going to be difficult to impress the Godiva image in Belgium any further.

The first part of the actual plan to help improve Godiva would be to create a new product strategy that resembles the American way, and will still be able to eventually be applied globally. The repositioning of the product strategy should be founded upon a trail basis in the Belgian market because of the heritage and familiarity of Godiva. The Belgium market seems to be suffering the most, with a small possession of 10% in market shares. It almost seems as though the plan can only become beneficial experiment for Godiva. Using the Belgium market as the trial period could help place Godiva back into the position amongst the competition, number one!

The channel distribution is going to be a key factor in reducing the differential qualities in the boutiques. Godiva needs to create a unique boutique design that is uniform to all Godiva franchises, department stores, and even company owned stores. The image of each store should portray similar qualities such as the store displays, floor layout, and even the employee presentation of customer service. By setting the standards high, it should reinstate Godiva's brand equity while justifying the price of the product through the total quality of the product.

Analysis of Problem #

Godiva presently has a total budget of 1 million Belgian francs per year. The 1 million helps provide funds for Godiva to sponsor events such as golf tournaments. With an additional 1 million bf Godiva would be able to pursue a global advertising campaign. If Godiva wants to send a common message of their image globally through advertising, with an American twist, they will need to consider a variety of factors that will affect their promotional mix.

One of the most important factors is the demographics of areas they plan on demonstrating the global campaign in. The first social factor would be the consumption of chocolate per country. Using the media can have an even larger impact on the increase in consumption. With an increase in the consumption of chocolate can only lead to an increase in sales. In a nine year period there was abundance in consumption of chocolate in Japan-54%, Italy 10%, Autralia-45% and even in America. Countries like Spain and

Portugal also accepted the idea of luxury and wealth, which are more susceptible to the idea of a rich luxury chocolate because it is still a new concept. The stable economy in these countries is another part of the reasons for acceptance. The U.S. and Japan are also good potential growth markets because both countries the idea of chocolates for a special occasion gift is popular. Countries like Switzerland, UK, and Germany are defiantly not the safest way to expand the global campaign. These countries are not idealistic because, the Switzerland chocolate market has plateau, the UK consumers are conservatives, and Germans do not recognize the pampering culture of chocolate.

A general focus should remain on the three main markets that exist in Belgium, U.S, and Japan for a couple of different reasons. The Belgium market deserves good portion of attention because the lost image of Godiva needs to be restored. Belgium is also the main center of operation for Godiva and even produces specialty products that other factories do not provide. The U.S. is another good target because it posses a large portion of company owned stores, and department stores. The U.S. also has a factory in Pennsylvania that produces 0% of the countries needs while the other 10% is imported from the main Belgium factory. The Japan market is key because it is at its prime for expansion. A majority of sales in Japan are seasonal but the fact that the price level is the highest in Japan it makes up for lost yearly sales. Japan actually pays Godiva the highest price for one kilogram of chocolate 4000 bf. The U.S. price level is set at 000bf and the Belgium price level is even lower, 1000bf.

Recommendations and Outcomes

After reviewing both problems and the courses of actions that will need to be implemented in order to solve these problems, it doesn't seem too far-fetched to implement both plans of action. If problem one is acted upon, it will send a reminder to the target customer about Godiva's image that has become uniformed through the upgraded boutiques. Grasping the potential customers attention is key because they need to be aware of what Godiva is actually offering in these boutiques. With the formality present in each and every Godiva boutique, it should have a positive impact on the customer leading to an increase in sales without affecting any costs.

Now on the other hand, implementing the second plan of action globally, will be a costly procedure somewhat. Godiva does need to seriously consider implementing the second plan of action as well as the first plan of action. The first plan is key to the success of the second plan, because without a trial market the success rate isn't proven and neither is the direction of the global campaign.

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The Relationship of The Awakening and Creole Society In The Awakening, Kate Chopin brings out the essence of through the characters of her novel. In this novel Edna Pontellier faces many problems because she is an outcast from society. As a result of her isolation from society she has to learn to fit in and deal with her problems. This situation causes her to go through a series of awakenings that help her find herself, but this also causes problems with her husband because she loses respect for him and the society she lives in. Throughout the novel she is faced with unfavorable circumstances which confuse and eventually kill her. Kate Chopin uses Creole Society in the 1890s as a basis for her novel and expresses it through Creole women, personal relationships, and etiquette. The Awakening is a book based on French Creoles and their lifestyle which is expressed throughout the novel. Creoles were French Creole Society descendents of French and Spanish Colonists of the 1700s. They had strong family ties because of Catholicism and were a tight community because they where considered outcasts of Anglo- American society. Clement Eaton says that "the Creoles, to a greater degree then Anglo-Americans, lived a life of sensation and careless enjoyment. They loved to dance, gamble, fish, attend feasts, play on the fiddle and to live without much thought of the morrow." Eaton 252 Creoles were very lively outgoing people because of their comfortable tight society. Activities such as Mardi Gras and Sunday afternoon Mass holiday spirits contribute the liveliness of these people (Walker 252). A large reason for their comfort and "live for the moment" attitude was that Creoles did not move west like most other colonists to claim land. Instead they stayed in relatively the same area and just grew in population without consumption of other lands . This caused a shortage of land so it had to be repeatedly divided among the families and it also made it difficult for the plantation system to operate successfully (Walker 253). Background of Creoles: Until 1888 the husband was legal guardian and was given custody of the children when in a divorce. In the 1890 segregation was legalized (Jim Crow laws), but blacks horizons were expanding also. "In Louisiana after the Civil War, African American men had voted in large numbers, held public office, served on juries, and worked on the railroad"(Culley 119). In Creole society people are generally very warm and open, having plentiful long relationships. A mother's relationship with her children is usually very close, loving, and caring. The children are usually constantly pampered by their mother. Creole women, " . . . were women who idolized their children worshipped their husbands, and esteemed it holy privilege to efface themselves as individuals and grow wings as ministering angels" (Chopin 16). Edna Pontellier, was not this type of mother though, she ". . . was not a mother-woman"(Chopin 16). Edna is just not able to fit in to the Creole society because she was raised in such a foreign way from what Creoles exhibit, it is just too difficult. Just little signs of affection towards her are difficult for her to grasp, "… she becomes confused when Madame Ratignolle touches her hand during a conversation" (Walker 254). "'She was not accustomed to an outward and spoken expression of affection, either in herself or others'" (Walker 254). Unbelievably, Edna and her husband are the most distant of all people because they were basically forced into marriage. He limits her and this infuriates her to the point where she gives up and just does as she pleases. He does this by speaking to her like a kid and treating her like a piece of property that he drags around because it is inproper for a man of his stature not to be married (Chopin 7). Robert is the only person in which she has a full relationship with. Unfortunately their relationship is limited they can only truly be friends. Since Adele Ratignolle doesn't want this relationship to be taken too far or seriously she tells Robert, "She is not one of us; she is not like us. She make the unfortunate blunder of taking you seriously" (Walker 254). The relationships that Edna has just continue to confuse her and inspire her at the same time. This confuses her, making her think that she is fitting in fine when in fact she is really in a mess, and is too deep to be changed into a French-Creole women of any standards. French-Creole women are thought of and shown to be very well rounded admirable women. They have many talents, skills, and a special way of life. "Creole Women are artistic by nature; they paint and play and sing" (Shaffter 137). They not only speak French, but usually several other languages also. In their speech they are usually very clear and articulant using gestures to ensure their point. Women in the Creole culture tend to be beautiful with a dark complexion, long black hair, and deep dark eyes (Shaffter 137). Walker describes Chopin's context of the story through this quote: The community about which she wrote was one in which respectable women took wine with their dinner and brandy after it, smoked cigarettes, played Chopin sonatas, and listened to the men tell risque stories. It was, in short, far more French than American, and Mrs.Chopin reproduced this little world with no specific intent to shock or make a point. . . . Rather, these were for Mrs.Chopin the conditions of civility. . . . People openly like[d] one another, enjoy[ed] life, and savor[ed] its sensual riches. (Walker 253) Creole women are very open and forward but also very careful with whom they make friends with (Shaffter 138). They show no shame and are very modest, never expressing their hardships. Stated by Shaffter , "As wives, Creole women are without superiors; loving and true, they seldom figure in domestic scandal" (138). Also, they generally, "… are good housekeepers, are economical and industrious" (Shaffter 138). Creole women are mostly surrounded by religion, which is spread throughout their large families and help give them a sense of belonging and an identity. During the 1890s woman began to become more recognized and started gathering power and strength in their society. They also were being allowed to expand possibilities which are strongly shown through the French-Creole culture. The New Orleans Daily Picayune was the first newspaper to be edited by a woman and to become a well-known American paper (Culley 121). During the 1890s this paper helped a number of women's causes. Their rights grew because of several women's rights groups such as the Portia Club and the Era Club which helped provide more opportunities for women. Eventually they won the right to vote on issues such local taxation and they voice on political matters was being felt (Culley 121). Unfortunately they had to deal with a fair deal of restrictions. For example, most of all married women were legally considered property of their husbands. All possessions that a women had attained and worked for including money were property of the husband (Culley 120). Women were getting many jobs that were as physicians, captains, storeowners, florists , and many others, although they were not being accounted for. "The national census of 1890 showed that 9 of the 369 professions listed for the city were women not represented" (Culley 121). In Creole culture, etiquette and behavior takes a large part of their society. This is why it is very important to be as proper as possible otherwise it could be very offending to another party or especially their friends. At all times it is best to "avoid all causes for complaint" (Wells 122). It is necessary for a woman who wants recognition in society to display "… her politeness and engaging manners, or skill in music…", along with the dressing up of her house (Wells 122). It should never be allowed by a lady, the disrespect of her husband, advice degrading him because "… confidants are dangerous persons" (Wells 122). When a Creole woman is walking through the streets she should walk quietly while being unnoticeable as possible. If she comes upon someone she recognizes they should be acknowledged with a bow and friends addressed with a verbal greeting (Young 125). When riding in a carriage a women's dress should not be flashy or expensive. It should be made of silks, velvets, and laces. The dress can drag a little but if it does too much dirt or soil could destroy it. A lady in Creole culture should always dress for the occasion, especially when going out to dinners or any special occasion. When going out to dinners the dress should be a full length silk or velvet material for winter and a light, lavish material for summertime. Jewelry should be worn all over being the best that can be attained and the dresses color should be a light neutral tint (Young 127). When receiving calls a females dress should be of silk or other light materials, but plain with dullish colors (Young 126). It should be worn with cuffs, lace collars, and light amount of jewelry, but when worn for special holidays or evenings the dress should be livened up. In all, The Awakening, vividly describes French-Creole culture and gives a strong feeling of it's Society in the 1890s. Women individuality and independence seem to be a overlying theme in this story. Chopin also describes Creole women, personal relationships , and the etiquette of Creoles throughout her Novel. Creole Society has a very close community that results in a fun and comfortable society. That was definitely shown in The Awakening , but not felt by Edna Pontellier who was just trying to find herself for her whole life. When she get intermixed with Creoles it showed her what she was missing, but was not able to grasp so that she could fit in to society for once.

Bibliography

Works Cited Chopin, Kate. The Awakening. New York: Avon, 1998. Culley, Margo. "Editor's Note: Contexts of "The Awakening." "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 117-122. Eaton Clement. The Civilization of the Old South. Ed. Albert D. Kirwan. Lexington: U of Kentucky P, 1968. 83. Qtd. in Walker, 252. Shaffter, Mary L. "Creole Women." The Chatauquan 15 (1982) : 346-347. Rpt. in "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 137-139. Walker, Nancy. "Feminist or Naturalist?" The Social Context of Kate Chopin's The Awakening. 17(1979) : 95-103. Rpt. in "The Awakening" : An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 137-139. Wells, Richard A. "An Etiquette Advice Book Sampler." Decorum: A Practical Treatise on Etiquette and Dress of the Best American Society. (1886): 248-49. Rpt. in "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994.122-125. Young, John H. "An Etiquette Advice Book Sampler." Our Deportment, Or the Manners, Conduct and Dress of the Most Refined Society. (1882): 56. Rpt. in "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 122-125.

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Biopure Case Study

Biopure Corporation

Case Analysis

Issues

A.How do we best market Oxyglobin?(promotion)

Alternatives

1.Go with an independent distributor with their own sales force

·Pos infrastructure already in place (database contacts, etc)

·Neg They also distribute for other manufacturers(what's to stop them from distributing directly competitive product?

·Neg15 minute visit per salesperson- focus is divided among all the other products they sell

·Pos They are able to set up a centralized training session for distributors (?? Time/money, etc)

·Pos Experienced salespeople- if it's a good product, they can/will want to sell them

.Manufacturer sells products directly

·Control over sales practices

·Cost of maintaining the sales force

·Cost to physically distribute ($10-$15 more) per unit (should go under distribution?)

.Use trade publications 4. Market Trade Shows (could be combined or separated)

·Taken seriously by attendees

·Only 5 publications, easy to advertise to

·Journals are effective vehicles to communicate the product

·Taken seriously by attendees (6 TS/year)

B.Whether and when do we launch Oxyglobin?(Product)

1.Launch Oxyglobin first

·Get immediate revenue

·Will add value to the public release of company because they already have a working profitable product

·There is currently a need for veterinary use (it will help save animals' lives)

·Spent almost nothing to develop Oxyglobin

·Lower manuf cost, can make more for the same resources

·Large capacity

·Already have a C.S,, Tech team to support it

·Studies on $$ and

·No foreseable competition ( years behind)

·They can learn from potential mistakes

·May find additional benefits

·Will be good for Hemopure later on because people would already be comfortable with the idea of using a substitute

·There was already a press release from The Boston Glove in /5/8

·Pricing structure of Oxyglobin will make customers question Hemopure pricing structure later

.Launch Oxyglobin after Hemopure

·Won't jeopardize Hemopure

·Need will still be there

·Low price will be explained by the application (psychological aspects)

·There was already a press release from The Boston Glove in /5/8

·Will open room for competitors to start doing clinical trials for veterinary usage

·Production infrastructure already in place

·Will give available capacity to Hemopure which is more expensive

·Oxyglobin release will be easier (less cost to market) because people will already be more familiar and hopefully trust the idea of a blood substitute

.Do not launch Oxyglobin

·Idle capacity not being used

·Spent $00 million to make Hemopure- can't take the chance

·Spent $00 million to develop the product- get some of the up front cost first

·Idea of a company with no released product- harder to sell to the public

·Launching Hemopure would be the first time people will be universally exposed to the idea of substitutes

·People will be hesitant to the idea if it wasn't sufficiently tried on animals first

·If people find out- they will be enraged that the launch was delayed (i.e. not be able to save lives of animals) for the sake of marketing

·Press has already been informed- anticipation is out there

C.How do we launch Oxyglobin without jeopardizing the potential for Hemopure (Promotion)

D.How do we best distribute Oxyglobin?(Place)

1.National Distributors

.Regional Distributors

.Trade Shows

4.Publications

E.How much should we sell Oxyglobin for given that it is similar to Hemopure?(Price)

1.$00Higher than donor blood

.$100 same as donor blood

.Lower than animal blood

F.When introduced, should Hemopures price be equivalent to its competitors, or should it be reduced in consideration of the price paid of Oxyglobin?

G.What promotional tools should Oxyglobin use to reach the veterinary markets?

H.What promotional tools should Hemopure use to distinguish itself from its competitors?

Strengths and Weaknesses

StrengthsWeaknesses

Sales Organization already in place for Oxyglobin HRBiopure is going public in the near future

Biopure is going public in the near future$00 million dollars in development (high compared to competitors) FINANCIAL

The public has already been informed (Boston Globe Article)Short half life

Oxyglobin and Hemoglobin are bovine sourced- more abundant and less expensive resource COSTPotential for higher toxicity

Already has a manufacturing facility MANUFACTURINGInternal strife (sales vs VP) and discussion regarding whether of not product should be released

Oxyglobin has just received final FDA ApprovalThey have to price Oxi on the low end due to the therapeutic use

Oxyglobin is shelf stableInternal arguments re pricing (value vs therapeutic use)

Oxi eliminates the shortcomings associated with transfused bloodDoes not have pricing data on Hemopure

Oxi is the FIRST blood substitute approved for any useProduct will be completely new and revolutionary, will have to spend more to educate the public

Oxi has a shelf life at room temperatureThey already have a sales team ready, cost has already been incurred- whether they decide to scrap the project or not

Universal substitute- decreasing the risk of rejectionWill be going Public soon and records will be open to the public

Northfield is susceptible to competitive pressure. COMPETITIVENorthfield is looking to specialize. COMPETITIVE

Easily accessible and administered to dying animalsPrivately held firm

Oxi requires less purification- thus it costs less to manufactureHas to rely on outside sources for financing FINANCIAL

Conducted surveys on pricing for OxiglobinMARKETING, exhibit Can only produce 00,000 of Oxyglobin

Privately held firm with no debtCan only produce100,000 of Hemopure

List advantages of HemopureHas not conducted surveys on pricing for Hemopure MARKETING, exhibit

First to market position for Biopure MARKETINGStruggle between Oxiglobin and Hemopure within the organization. ORGANIZATIONAL COMPETENCIES

Organizational Chart - ORGANIZATIONAL COMPETENCIESHemopure and Oxiglobin are made from animal (cow) blood.

Oxiglobin and Hemopure is not made from human blood. Sales are limited by production capacity and can only manufacture one product at a time. MANUFACTURING

Well defined target market for animal uses. EDUCATIONAL GROUPS

Durable product makes product readily available Baxter has deep pockets. COMPETITIVE

Lower fixed costs than competitors

Patents.

IPO will increase cash for infrastructure and other expansion.

Immediate revenue generation for OxiglobinImposing pressure of IPO may cause bad or poorly considered decisions.

Just received extra $50 million in fundingOrganizational Chart - ORGANIZATIONAL COMPETENCIES

Opportunities and Threats

OpportunitiesThreats

Human Blood Transfusions have major shortcomingsFDA Approval process is long and uncertain

Human blood has a limited shelf lifeChanges to the Sources/Development have to be resubmitted to the FDA

Autologous Transfusions are expensive Human blood actually costs less

Potential market exists for non-trauma cases (loss of 1- pints of blood)There is not a way at the moment to determine the price of keeping donor animals

Potential market for trauma cases that can now be transfused on site No cost tracking of animal donor system but blood itself costs less ($50-$100) than Oxyglobin

Availability and transfusion of blood is more constrained in the vet marketAvailability and transfusion of blood is more constrained in the vet market

System in place for Veterinary Blood donation is not very efficientVeterinarians tend to always offer the "low cost" alternatives

Lack of adequate blood supply for animal useVet market is relatively small (5% are emergency care)

Veterinarians consider transfusion as a last resort due to fear of complicationsBaxter Int and Northfield Labs

Baxter and Northfield products use human blood as the sourceStrict FDA regulation for Human consumption products

Only one in the vet marketBaxter and Northfield products use rejected human blood as the source

Northfield high raw material cost ($6 for rejected blood vs Baxter's $8) COMPETITIVEBaxter is an established leader in the field of blood related medical products

Northfield and Baxter are bound to compete against each other (not against Biopure) COMPETITIVEHas a $100 million dollar facility that can produce 1 million units (more capacity than Biopure) COMPETITIVE

Baxter and Northfield are susceptible to the public's perceptions (stock fluctuations)Distributors have an established and experienced sales force

Delays in the approval process for Baxter COMPETITIVEDistributors already have an established market for other products

Vets are gatekeepers- educate them and the product will be usedDistributors are not exclusive- they also market other competitors' products

Distributors already have an established market for other productsInforming the public made them a target for competition in the vet market

Raw materials readily available and stable. SUPPLIERSNo formalized supply process for mass production SUPPLIERS

Population increase NATURALLack of data on costs associated with donor puppies. ACCOUNTING

Excellent PR opportunity by saving the dogs and cats that would normally have died. POLITICALSuppliers may increase price of supplies once they realize there is a market for their product. SUPPLIERS/ECONOMIC

Inelastic demand ECONOMICPETA POLITICAL

Socially responsible use of product that is normally thrown out. SOCIALTechnological advances may allow competitors to catch up. TECHNOLIGICAL

Technological advances in blood storage may decrease competitors raw materials supplies. Technological advances in blood storage may decrease demand.

Increasing demand from aging population DEMOGRAPHICS, page 650Undetermined approval date by FDA, LEGAL

Northfield doesnt have a facility. COMPETITIVE.Baxter is strongest player. COMPETITIVE

Baxters R&D budget is dependent upon stock price. VARYING R&D BUDGETS

Baxter has more net losses to recoup.

Offer growth capability for investors. FINANCIAL MARKETSSome segments of population may oppose and refuse the use of animal (cow) products. DEMOGRAPHICS

Seasonal cycles of shortage in blood supplies increases demand for this product.Negative public reaction if we decide to withhold blood substitue for animals for reasons of profit. SOCIAL

Competitior products require refrigeration. TRANSPORTATIONMad cow disease. NATURAL

Competitor products have shorter shelf-lifes. COMPETITION

Perpetual market demand.

5 journals to choose

6 Trade shows a year-valued source of info

Immediate revenue generation for Oxiglobin

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Linden Tree

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LINDEN TREE

Many people, especially in the U.S.A., are not aware that their neighborhood is surrounded with Linden Tree. This tree can be very useful by making tea out of it, and use it as a cure in case of fever, sore throat, flu etc.

"Sonja what are you doing to the tree?"

"I am just trying to collect some linden flowers so that I can make some tea."

Do my essay on Linden Tree CHEAP !

"Are you crazy? Tea? What if it is poison?

I just smiled. That's what my friend Angela thought when she saw me collecting linden flowers from a linden tree right by our college.

When I was growing up, my family did not have a heating system in our house. Actually at that time we did not know what a heating system was. I remember that every other month one of us would get sick by catching a cold or fever. Being on tight budget my family could not afford to buy medication all the time, but we always had this special tea to drink in case we got sick, it is called Linden Tea.

One of my favorite hobbies is to walk. During my college years in Iowa I loved to go outside for short walks and enjoy the fresh air. I was really surprised to see that in every neighborhood there were linden trees everywhere. Linden tea is a very popular tea in Europe, the tree itself is

mostly known as Tilia Europaea. In the medical language it would be called an herbal medicine. "As we know herbal is one of the oldest forms of medicine known to man. They are normally chosen because of their healing powers with the body. They can be used at home as an ideal medicine for minor sickness or non threatening diseases." ("Stash Stress Relief Tea with Passion Flowers")

Linden tree is not native to America, it was first found in Europe, China and Mongolia. "This tree has a great significance for most European countries. According to Greek legends, the linden tree is the symbol of conjugal love, and of the perfect wife; simplicity, innocence, gentle manners. In England native linden tree is one of the tallest and longest-lived trees in all of Europe. In Germany in particular, the linden tree has a deep emblematic power; many German villages have an official town where linden tree is planted in their main squares, some of these trees are as much as 1,000 years old." ("Country Journal" p.61)

"Geographically linden tree is found almost in every European country and on the North part of United States. This is related to one of linden's greatest attribute which is cold and hardiness. It tolerates zones a to 6a and perhaps even colder. Unfortunately, the tree's inability to withstand excessive and prolonged heat limits its use in the South." ("American Nurseryman") "The tree itself grows up to 100 ft (0m), with smooth gray bark, heart-shaped leaves, and a cluster of pale yellow flowers." (Chevallier p.75) "Linden has a fine, creamy, straight-grained wood, good for carving, turning, and joinery, often used in piano keys. Leaves are four to six inches long and three to four inches wide, lopsided base, sharp-toothed margins and long petioles." ("Country Journal" p.5)

Linden tree has inspired authors not only with their valuable attributes of healing but also with its appearance. Michael Dosmann in his article about Tilia Mogolica prescribes the tree as "attractive, exfoliating bark; heart-shaped, serrated leaves that emerge reddish, turning deep green by early summer; pale-yellow flowers appear by June, adding quiet interest." ("American Nurseryman")

The best time of the year to harvest linden flowers is around June before the summer rains will hit the ground. "When harvest is completed, the yellowish or white fragrant flowers are rapidly dried about three to five days. They must be carefully preserved since even a small amount of moisture reduces their aromatic properties and their activity." (Tyler p.148)

When the flowers are completely dried you can put them inside jars (tightly closed) and they can be restored in cupboards with room temperature. "When you are ready to make tea, take one tablespoon of dried flowers in a cup of boiling water. Leave it to boil for about eight to ten minutes and then strained." (Hatfield p.107) For best effect drink it hot.

"Since the Middle Ages linden flower has been used as a diaphoretic, drug which promotes perspiration, linden was also recommended as both a nervine (tranquilizer) and stimulant. Linden is a valuable herb in the treatment of headaches, indigestions, hysteria and diarrhea." (Tyler p.148) "Since the fifteenth century John Gerard (157) noted that linden, notably the European Tilia, has aroused modest medical interest, at least for the last few hundred years. On eighteenth century author George Motherby (1785) wrote that the flowers have an anodyne and antispasmodic virtue; when fresh they have a moderately strong smell and in this their virtue consists. J.E. Meyer reports that the leaves and the flowers can be used as stomachic, diaphoretics, and to quiet coughs and relieve and hoarseness. A good interest has been shown in

United States too. In Alabama is reported that linden can be used for breaking up colds and for lung trouble. Kentucky has reported the use of inner bark for poultices to treat boils, bruises, and carbuncles." (Crellin & Philpott p. )

The University of Maryland Medicine has published an excellent article, about linden tree and its values, on the school's main website. "Linden has been used in European folk medicine for centuries to treat a wide range of health problems. Linden flowers are added to baths to quell hysteria, and steeped as a tea to relieve anxiety-related indigestion, irregular heartbeat, and vomiting. Today we use linden in many cold and cough remedies. The active ingredients found in linden leaves promote sweating, which is helpful for people who have fever. One of the most used species of linden is Tilia (also known as Tilia Americana). This species of linden has been studied in only few test tube and animal trials. However, a qualified healthcare practitioner may recommend this herb for the treatment of certain conditions. Different parts of Tilia are used in treating specific conditions and symptoms. For example Tilia's flowers are used for colds, cough, fever, infections, high blood pressure and headache. Tilia's leaves are used to promote sweating, which is very helpful for fever. Also Tilia's wood has an important role too, is mainly used for liver and gallbladder disorders and cellulites. Finally in the studies is mentioned that there are no know scientific reports of interactions between linden tree and conventional medications." (Herbs, Linden UOMM)

Andrew Chevallier, an experienced and leading figure of herbal medicine, mentions linden flowers as very useful home remedy use for both older and younger ages. On his studies he says linden "relieves tension and sinus, headaches, helping to calm the mind and allowing easy sleep. Linden tea can induce sweating to break a fever. Linden flowers bring relief to colds and flu by reducing nasal congestions and soothing fever. It is also good to lower high blood pressure, particularly when emotional factors are involved. Because of its emollient quality, linden flowers are used in France to make a lotion for itchy skin." (Chevallier p. 75)

"It was once thought that linden can be effective in the treatment of epilepsy that a patient could be cured simply by sitting under the tree!

Usually relatively large amounts of linden tea need to be drunk to induce perspiration. Studies have shown that flowers with high tannin (.0% or greater) and relatively low mucilage content to produce a more tasty tea that those with a lower concentration of tannin and large amount of mucilage." (Tyler p. 148)

Linden tea is not just an old herb found in the old time and used by our great grandparent because the lack of medicine. It is a valuable and affordable home remedy; easy to find and use in the form of the tea to cure headaches, flu, sore throat etc. This herb in now widely available around the world. You can access it through mail order, internet, health food stores, flea markets, and other outlets. Unfortunately in U.S not many people are aware that linden tree can be found even in their neighborhood (of course if you live on the North part). This wide distribution of linden tree adds another attribute to its usefulness as a home remedy; very easy to find and the most important of all linden is a very economical herb. Author Hyams wrote in his book on 188 "Linden flowers are cephalic, stimulant and sedative. Locally these plants are used quite exclusively as home remedy by the mountain people, and said to be of special advantage in diseases calling for such treatment as they can afford." (Hyams p.45)

As I mentioned earlier linden tree is not being used only as healing herb. Because of its fine creamy wood many companies are using linden's trunk for home furniture and piano keys. This factor has limit linden's attribution in the field of pharmacy and medicine today.

Many doctors have shown on their studies the historical, scientific, and pharmacological usefulness of this tree around the world. This is why linden's attribute have been greatly appreciated and awarded. "In 1, Mongolian Linden Tree received an award of Garden Merit from the Royal Horticultural Society, in England. Also recently Jeffries Nursery in Portage la Prairie, Manitoba, Canada made an introduction of Tilia Mongolica called "Harvest Gold" which has an excellent prescription of the tree with the golden fall color and flaking bark." ("American Nurseryman")

WORKS CITED

Chavallier, Andrew. The Encyclopedia of Medical Plants. New York DK Pub. 1st American Edition. Boston Distributed by Houghton Mifflin, 16.

Crellin, John, and Philpott Jane. Herbal Medicine Past and Present. Vol . London Duke University Press, 10.

Dosmann, Michael S. "Field Notes." American Nurseryman. 15 January, 000, Vol. 11 Issue , p16, 1p. MasterFILE Premier. EBSCOhost. Glendale Community College Library Media Center, Glendale AZ 6 July, 00.

http//search.epnet.com/direct.asp?an=768706&db=f5h&tg-AN

Hatfield, Gabrielle. Memory, Wisdom and Healing. Great Britain Sutton Publishing Limited, 1.

Kappel-Smith, Diana. "Country Journal." Curing the Farming Blues. Jul/Aug6, Vol. Issue4, p5, p, charts, 1c, ibw. MasterFILE Premier. EBSCOhost. Glendale Community College Library Media Center, Glendale AZ 6 July, 00.

http//search.epnet.com/direct.asp?an=7086141&db=f5h&tg=AN

Stash Stress Relief Tea with Passions Flowers. July 00. "The Stash Tea Company." July 00. http//www.stashtea.com/w-11107.htm

Tyler, Varro E. PH.D. The New Honest Herbal. Pennsylvania George F. Stickley Company, 187.

University of Maryland Medicine Database. April 00. Linden. July, 00.

http//www.umm.edu/altmed/ConsHerbs/Lindench.html

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Merchant of venice

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I think the passages demonstrate negative feelings and attitudes between the two religions, Judaism and Christianity. I think this is because of the history of Jews living in the Christian community, which dates back many years. In medieval England, the money lender or usurer was a sinner therefore you can imagine how Shylock was treated by the Christian community in Venice, the Christian Church was openly abusive to Jews, calling the Jews money making criminals. Many people depended on ShylockÆs loans for help although no one really accepted interest which they had to pay back along with the sum of the money, which was borrowed. Shylock gained success in his money lending. Shylock made it clear that his relationship with Christians was strictly business, Shylock said I will buy with you, sell with you, talk with you, walk with you, and so following; but will not eat with you, drink with you, nor pray with you. This passage tells us that Shylock was willing to offer his profit-making services to Christians but was not prepared to socialise with them. One person who also depended on ShylockÆs loan was Antonio. Shylock agreed to give Antonio the three thousand ducats he required but did not charge interest instead he said if Antonio could not pay him back he would have his bond, which was one pound of flesh of AntonioÆs, one pound of flesh would virtually kill Antonio. Antonio was confident of his three ships arriving back however Shylock doubted the security of Antonios ships, which were to repay Shylocks loan. Shylock wanted Antonio to suffer and Shylock knew there were no guarantees that the ships would return so he fancied his chances of fulfilling his vengeance against Antonio, Shylock agreed to have one pound of AntonioÆs flesh if he could not pay back the three thousand ducats, also this way Shylock would not be prosecuted by the law of Venice. Shylock had made a bond with Antonio, which Antonio could not break. Shylock said But ships are but boards, sailors but men; there be land rats, and water rats, water thieves and land thieves-I mean pirates- and then there is the peril of waters, winds and rocks. The man is notwithstanding sufficient. Shylock wanted revenge on Antonio because of the way Antonio had physically and verbally abused Shylock in the past. Shylock said You call me misbeliever, cut throat dog, and spit upon my Jewish gabardine. Shylock tells how Antonio had treated him in the past. It is noticeable that Antonio does not deny abusing Shylock, instead Antonio swears that he is likely to do it again I am as like to call thee so again, To spet on thee, to spurn thee too This shows that even though Antonio was dependent on the Jew (Shylock) he still acknowledged the fact of the differences between the two religions. We had learnt that Shylock had suffered at the hands of Antonio but it did not appear it was just Shylock suffering, Shylock said For suffÆrance is the badge of all our tribe. This passage tells us that all of ShylockÆs tribe, Jews, were used to suffering, it is highly likely they suffered at the hands of Christians. I think this causes prejudice against all Christians and gives the reader the impression that the Christians in Venice treated all Jews this unfairly. Shylock asked if a Jew wrongs a Christian a Christian would seek revenge therefore if a Christian wrongs a Jew then the Jew should also seek revenge, Shylock said If a Jew wrong a Christian, what is his humility? Revenge. If a Christian wrongs a Jew, what should his sufferance be by Christian example? Why revenge. The villainy you teach me I will execute. Shylock felt he had been wronged therefore he thought he was entitled to revenge. Shylock had been waiting for the opportunity of getting one up on Antonio, Shylock now intended to use the bond as a way of getting revenge on Antonio, Shylock said If I catch him once upon the hip, I will feed fat the ancient grudge I bear him. ShylockÆs hatred of Antonio was for three reasons; the first reason was he was a Christian, Shylock said I hate him for he is a Christian. It was clearly obvious that Jews did not like Christians and vice-versa due to the different religious beliefs in both religions. Also Antonio warns off Bassanio when Shylock quotes from the bible, Antonio said The devil can cite Scripture for his purpose. An evil soul producing holy witness. By reading this passage we can tell that Antonio hated Jews. The second reason was that Christians lent money for no interest this clearly affected ShylockÆs business. Shylock said He lends out money gratis, an bring down The rate of usance here with us in Venice. This passage tells us that Christians did not charge interest therefore the Christians did not make profits whereas people like Shylock made their profits from interest, this clearly did not please the Christian community, this may have created negative attitudes towards all Jews because Jews may have been prejudiced against. Antonio had also saved many of ShylockÆs customers by defaulting on their loans, this meant Shylock did not collect any interest therefore he made no profits. Antonio said Shylock seeks my life; his reasons I well know I oft delivered from his forfeitures Many that have at times made moan to me; Therefore he hates me. (III, ii, 1-4) This did clearly not please Shylock because hi from essaybank.co.uk s schemes of gaining interest were often ruined by Antonio therefore his hunger for revenge grew upon Antonio. The third reason was that Antonio hated the Jews sacred nation, Shylock said æHe hates our sacred nation, and he railsÆ This passage tells the readers or the audience that Christians hated Jews. These three reasons had caused Shylock to seek revenge on Antonio. AntonioÆs ships did not return which resulted in Antonio having to face the bond, which he had agreed with Shylock. When Shylock learned about the state of AntonioÆs ships, which had not returned he happily declared Im very glad of it. Ill plague him, Ill Torture him, I am glad of it. (III, i, 116-17) Shylock now knew that Antonio had lost his capital and would not be able to repay him. Shylock was now looking to have his bond, one pound of AntonioÆs flesh. Shylock was not going to let this opportunity of revenge on Antonio slip, he said Cursed be my tribe if I forgive him! There was no way that Shylock would forgive Antonio for his doings. Shylock made clear that he would only have his bond. In court Portia begged Shylock to forfeit the bond and accept three times the amount of money borrowed by Antonio. Shylock refused, saying Ill have by bond; I will not hear thee speak; Ill have my bond, and therefore speak no-more. Jessica, ShylockÆs daughter, said When I was with him I have heard him swear To Tubal and to Chus, his countrymen, That he would rather have Antonios flesh Than twenty times the value of the sum That he did owe him. (III, ii, 84-88) This passage shows that the Jew seeked the ChristianÆs life. Clearly Shylock seeked revenge and only revenge, he said If it will feed nothing else, it will feed nothing else, it will feed my revenge. He hath disgraced me, hindered me half a million, laughed at my losses, mocked at my gains, scorned my nation, thwarted my bargains, cooled my friends, heated mine enemies-and whatÆs his reason? I am a Jew. Shylock felt he had been wronged and treated unfairly because he was a Jew. This passage demonstrates that Christians treated Jews badly because of their differences in religions. Shylock cursed that if his bond was not forfeited And by our holy Sabaoth have I sworn To have the due forfeit of my bond. If you deny it, let the danger light Upon your charter and citys freedom. Shylock cursed VeniceÆs freedom if his bond was not met. This passage shows ShylockÆs eagerness of revenge on Antonio, who Shylock knew he had been wronged by. Antonio knew that there was no way that Shylock would turn away form the bond, he said You may as well do anything most hard As seek to soften that- than which whatÆs harder? - His Jewish heart. Therefore I do beseech you make no more offers, This passage clearly show that the Jew was hard hearted towards the Christian, Shylock would only have his bond, and he now had the chance of revenge, which he had been patiently waiting for. Shylock clearly showed that money was worthless compared to the bond, he said If every ducat in six thousand ducats Were in six parts, and every part a ducat. I would not draw them. I would have my bond. This passage clearly indicates ShylockÆs eagerness of revenge on Antonio. ShylockÆs only want was one pound of AntonioÆs flesh. Shylock said The pound of flesh which I demand of him Is dearly bought. ætis mine, and I will have it. Shylock was clearly saying that he owns the pound of flesh and it is his property therefore he shall have it. The Dukes behaviour was rather surprising considering the fact he was supposed to me impartial but he was clearly supporting Antonio, he began by sympathising with Antonio I am sorry for thee. Thou art come to answer A stone adversary, an inhuman wretch, Uncapable of pity, void and empty From any dram of mercy. The Dukes actions were clearly unfair therefore it was impossible for the Duke to give a fair hearing. The Duke also calls Shylock æthe JewÆ Go one and call the Jew into the court. This clearly indicates that many people did not give Jews respect. In many cases Shylock was not referred as æShylockÆ instead he was referred to as dog Jew (II,viii,14) currish Jew (IV,i,) Gratiano said of Shylock O, be thou damned, inexecrable dog! (IV,i,18) The Duke called Shylock a stony adversary, inhuman wretch (IV,i,4-5). Bassanio identified Shylock as a cruel devil (IV,i,17). I think William Shakespeare gave these titles to Shylock to strip him of his humanity and remove his religious identity. This made Shylock appear something other than human, I think this was because he was a Jew. I think William Shakespeare was not against Jews because he included a passage that made Christians and Jews feel alike, Shylock said I am a Jew. Hath not a Jew eyes? Hath not a Jew hands, organs, dimensions, senses affections passions? Fed with the same food, hurt with the same weapons, subject to the same diseases, healed by the same means, warmed and cooled by the same winter and summer as a Christian is? If you prick us, do we not bleed? If you tickle us, do we not laugh? If you poison us do we not die? In my opinion Shakespeare wanted Christians to realise that Jews were also human but at the same time he could not make the Christians unhappy by sticking up for the Jews therefore he had to write want the Christians wanted to read.

Please note that this sample paper on merchant of venice is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on merchant of venice, we are here to assist you. Your persuasive essay on merchant of venice will be written from scratch, so you do not have to worry about its originality.

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When you Feel like Being Voted Off

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WHEN YOU FEEL LIKE BEING VOTED OFF...

1 KINGS 11-18

STORY IN 18 LARRY WALTERS A MAN WHO WAS SO EXCITED ABOUT HIS RECENT RETIREMENT AFTER 5 YEARS OF TRUCK DRIVING - SAT IN HIS LAWN CHAIR IN HIS BACKYARD IN A SUBURB OF LOS ANGELES …. THE REPORTERS ASKED THREE PROFOUND QUESTIONS

·#1 WE'RE YOU SCARED?

Cheap College Papers on When you Feel like Being Voted Off

·# ARE YOU GOING TO DO IT AGAIN?

·# WHY DID YOU DO IT IN THE FIRST PLACE?

UNFORTUNATELY THE DESPAIR AND MEANINGLESSNESS GOT THE BEST OF LARRY WALTERS HE TOOK HIS OWN LIFE IN 1

WITH GREAT VICTORY CAME THE AGONY OF DEFEAT

THE PROPHET ELIJAH EXPERIENCED THE SAME TYPE OF SITUATION READ PASSAGE

ELIJAH WAS A HEBREW PROPHET, WHO LIVED IN THE NINTH CENTURY BEFORE THE BIRTH OF JESUS.

HE BECAME A LEGEND IN ISRAEL, SO MUCH THAT 00 YEARS LATER, PEOPLE WERE STILL TALKING ABOUT HIM WHEN JESUS CAME ON THE SCENE.

ELIJAH WILL RETURN TO ANNOUNCE THE COMING OF THE MESSIAH, THEY SAID. SOME PEOPLE EVEN THOUGHT THAT JOHN THE BAPTIST WAS ELIJAH COME BACK TO LIFE.

AS THIS MORNINGS PASSAGE SO CLEARLY POINTS OUT, THERE CAME A TIME IN THE LIFE OF THIS GREAT PROPHET WHEN HE WANTED TO TOSS IN THE TOWEL AND QUIT.

GOD, I=VE HAD ENOUGH - HE SAYS. I JUST AS SOON BE DEAD!

HOW DID ELIJAH GET TO THAT POINT OF DESPAIR? HOW DID HE BECOME SO DISCOURAGED? AND EVEN MORE IMPORTANT - HOW DID HE RISE ABOVE IT?

LET=S START WITH A BIT OF BACKGROUND INFORMATION.

ELIJAH CAME ON THE SCENE DURING THE REIGN OF KING AHAB - ONE OF THE MOST DESPICABLE KINGS THERE HAD EVER BEEN.

1 KINGS 160 SAYS, AAHAB DID EVIL IN THE SIGHT OF THE LORD MORE THAN ALL THE KINGS WHO WERE BEFORE HIM.@

AHAB WAS MARRIED TO JEZEBEL, DAUGHTER OF THE KING OF SIDON, THE ANCIENT LOCATION LOCATED ON THE SHORE OF THE MEDITERANEAN JUST TO THE NORTH OF ISRAEL.

JEZEBEL WAS INTO WORSHIPPING THE GODS OF BAAL, THE LOCAL FERTILITY GODS OF THE LAND OF CANAAN.

ALTHOUGH AHAB WAS A SUCCESSFUL MILITARY AND POLITICAL LEADER, HE DEFERRED TO HIS WIFE IN THE MATTERS OF RELIGION, ALLOWING HET TO PROMOTE THE WORSHIP OF THE BAALS IN THE LAND OF ISRAEL.

WITH THIS RELIGIOUS AND CULTURAL WAR AS A BACKGROUND, THE SHOWDOWN BETWEEN AHAB AND ELIJAH THE PROPHET WAS ABOUT TO BEGIN....

IN ONE CORNER IS AHAB, CORRUPT, POWERFUL, AN AFFLUENT LEADER WHO ACQUIRED HIS WEALTH IN LESS THAN HONOURABLE WAYS.

IN THE OTHER CORNER IS ELIJAH, CHAMPION OF THE LOCAL PEOPLE, AND THE PREMIER PROPHET OF YAHWEH, THE LORD GOD OF ISRAEL.

ELIJAH CONFRONTS AHAB AND JEZEBEL AND CLAIMS THAT A SEVERE DROUGHT IS GOD=S WAY OF PUNISHING THE KING AND QUEEN FOR THEIR EVIL WAYS.

NOT LONG AFTER ELIJAH CHALLENGES THE PROPHETS OF BAAL TO A CONTEST ON MOUNT CARMEL TO DECIDE ONCE AND FOR ALL WHO IS THE REAL GOD IN ISRAEL - THE LORD OR BAAL.

WITH A GREAT DEAL OF DRAMATIC FLAIR THAT WOULD RIVAL ANYTHING YOU WOULD EVER SEE ON WORLD WRESTLING ENTERTAINMENT, ELIJAH STANDS ALONE AGAINST THE 450 PROPHETS OF BAAL.

IN THE END THE LORD DELIVERS THE DECISIVE BLOW,. THE PROPHETS OF BAAL ARE DEFEATED, AND THE PEOPLE FALL ON THEIR FACES AND WORSHIP THE LORD GOD OF ISRAEL.

TO ADD THE ICING TO THE CAKE, THE DREADED DROUGHT COMES TO AN END SEEMINGLY A SIGN OF GOD=S APPROVAL. UNDOUBTEDLY, ELIJAH WAS BASKING IN THE THRILL OF VICTORY.

BUT THIS MOMENTARY VICTORY IS SHORT-LIVED, BECAUSE AS SOON AS AHAB AND JEZEBEL LEARN WHAT HAPPENED, THEY SEND A MESSENGER TO ELIJAH PROMISING REVENGE.

ATHEN ELIJAH WAS AFRAID@, SAYS THE SCRIPTURES, SO HE GOT UP AND FLED FOR HIS LIFE.@ HE STARTED HEADING SOUTH AND WENT AS FAR AS THE ROAD WOULD TAKE HIM - ALL THE WAY DOWN TO BEERSHEBA.

THEN HE WENT OUT INTO THE WILDERNESS AND SAT DOWN UNDER A BROOM TREE AND ASKED TO DIE. AI HAVE HAD ENOUGH LORD - TAKE MY LIFE. I AM NO BETTER THAN MY ANCESTORS.@

THIS MORNING WHAT I WANT US TO DO IS TO ALLOW THAT SINGLE BROOM TREE OUT IN THE WILDERNESS TO SERVE AS A SYMBOL OF WHAT EVER IT IS THAT MAKES YOU WANT TO QUIT, THROW IN THE TOWEL, RUN AWAY.

WHAT MAKES YOU FEEL LIKE QUITTING? MAYBE IT=S YOUR JOB OR CAREER? MAYBE SOME OF US THIS MORNING ARE TEMPTED TO QUIT ON A RELATIONSHIP A SPOUSE, A PARENT, OR A CHILD.

PERSONALLY, IN MY OWN LIFE I'VE BEEN DEALING WITH & EXPERIENCING THE TRIALS AND TRIBULATIONS OF TRYING TO RAISE A FAMILY. I NEVER REALIZED HOW TOUGH IT IS BEING A PARENT

JUST BEFORE I LEFT ON HOLIDAYS A FEW WEEKS BACK, THERE WAS A HUGE PART OF ME THAT FELT LIKE TRADING IN THE MINI-VAN, AND BUYING SOME SWEET LITTLE COOL TWO SEATED RED SPORTS CAR AND SAYING TO MY BOYS...

ASORRY JAYDEN AND MITCHELL - BUT THERE IS ONLY ROOM IN THIS CAR FOR MOMMY AND ME@

BUT SERIOUSLY BEING A PARENT CAN BE A DIFFICULT AND FRUSTRATING JOB.

& IT=S NO WONDER THAT SO MANY PARENTS HAVE BEEN TEMPTED TO SEEK OUT THE BROOM TREE SIT DOWN IN ITS SHADE AND QUIT. THEN THERE ARE…

$STUDENTS WANTING TO DROP OUT OF SCHOOL

$HUSBANDS WANTING TO QUIT ON THEIR WIVES; WIVES ON THEIR HUSBANDS

$PEOPLE WANTING TO QUIT THEIR JOB, THEIR NEIGHBORHOOD, THEIR CHURCH.

$SOME PEOPLE EVEN WANTING TO QUIT ON GOD

IT'S EASY TO UNDERSTAND WHY ELIJAH WANDERED OUT INTO THE WILDERNESS, FULL OF DESPAIR AND DISCOURAGEMENT

HE FELT THREATENED BY AHAB AND JEZEBEL AND TO MAKE MATTERS WORSE HE THOUGHT HE WAS THE ONLY ONE LEFT TO SPEAK THE WORD OF GOD (1 KINGS 110) - READ

HE COULD NEVER MEASURE UP - HE WOULD NEVER BE THE KIND OF LEADER MOSES HAD ONCE BEEN.

SO HERE SITS ONE OF THE GREATEST LEADERS THE WORLD HAD EVER SEEN - ELIJAH HAD BEGUN TO EXPERIENCE THE THREE REALITIES OF LIFE THAT OFTEN MOVE US TOWARDS DESPAIR AND DISCOURAGEMENT

FIRST OF ALL HE EXPERIENCED FUTILITY - OFTEN IN LIFE WITH GREAT SUCCESS COMES GREAT DISCOURAGEMENT. EVEN IN THE MIDST OF GREAT SUCCESS, NOT A WHOLE LOT HAS CHANGED - HE STILL HAD TO FACE JEZEBEL.

WE ALL HAVE TO FACE THE ROUTINES OF THE DAY AND IT OFTEN CAN SEEM FUTILE. SAME OLD SAME OLD - DAY AFTER DAY

- LIFE CAN EASILY SEEM FUTILE AND ONCE THAT HAPPENS - DISCOURAGEMENT COMES IN LIKE A FLOOD AND WE JOIN ELIJAH UNDER THE BROOM TREE.

SOMETIMES WE GET DISCOURAGED SIMPLY BECAUSE OF FATIGUE. ELIJAH HAD A LONG DAY AND HE WAS PHYSICALLY TIRED WHICH MADE HIM VULNERABLE TO DISCOURAGEMENT.

I THINK SOMETIMES THE BEST THING WE CAN DO IS TO RELAX, TAKE A NAP AND NOT ALLOW OUR DESPAIR AND DISCOURAGEMENT TO BECOME WEAPONS THAT WE CAN USE AGAINST OTHERS.

THE THIRD FACTOR THAT OFTEN LEADS TO DESPAIR AND DISCOURAGEMENT IS FEAR. OVER 60 TIMES FEAR IS MENTIONED IN THE BIBLE.

A HIGH PERCENTAGE OF THE TIME WHEN FEAR IS MENTIONED, THE VOICE COMES FROM GOD ADO NOT BE AFRAID.@

WE=VE SEEN THIS PLAY ITSELF OUT HERE IN TORONTO OVER THE PAST FEW MONTHS. FEAR HAS DOMINATED OUR CITY. - WHEN FEAR DOMINATES AN INDIVIDUALS LIFE - DESPAIR AND DISCOURAGEMENT IS NOT FAR BEHIND.

AS WE CLOSE THIS MORNING LET=S LOOK AT HOW GOD DEALS WITH THE DESPAIR AND DISCOURAGEMENT OF ELIJAH AND HOW HE WANTS TO DEAL WITH OURS.

ELIJAH IS FEELING A SENSE OF FUTILITY. AND NOTICE THE ANGEL TOUCHES HIM. NOT ONCE, BUT TWICE.

TRY TO PERSONALIZE THIS, THIS MORNING JUST QUICKLY THINK ABOUT YOUR LIFE AND IT'S ROUTINE IT'S SO EASY TO BECOME DISCOURAGED.

LIFE MAY SEEM FUTILE. BUT THEN IN THE MIDST OF THE ROUTINE, SOMEONE TOUCHES YOU. THIS IS A TOUCH FROM GOD.

STORY LITTLE ANNIE LITTLE ANNIE BECAME THE TOUCH OF GOD FOR MANY OF HER PATIENTS , ESPECIALLY ONE BY THE NAME OF HELLEN KELLER LITTLE ANNIE'S GREW UP TO BE ANNE SULLIVAN…

NEVER UNDERESTIMATE THE POWER OF GOD TO TOUCH YOU OR TO USE OTHERS TO TOUCH YOU.

WHEN GOD TOUCHES YOU THROUGH THE LIVES OF OTHERS - YOU=LL EXPERIENCE MEANING AND PURPOSE BECAUSE, IN THE DARKNESS - YOU HAVE SEEN THE LIGHT.

HAVE YOU EVER ASKED THAT GOD WOULD SOMEHOW REVEAL HIMSELF TO YOU?

THEN MAYBE DURING THAT DAY, SOMEONE AFFIRMS YOU, WRITES YOU A LETTER, CALLS YOU ON THE PHONE...OR MAYBE THE SCRIPTURES JUMP OUT AT YOU AND YOU SEE THINGS FROM GOD=S PERSPECTIVE

SUCH IS THE TOUCH OF GOD

HOW DOES GOD DEAL WITH ELIJAHS FATIGUE? NOTICE THAT GOD LETS HIM SLEEP ON TWO DIFFERENT OCCASIONS; AND HE TOUCHES HIM AND WAKES HIM ON TWO DIFFERENT OCCASIONS.

IN THE MIDST OF HIS FATIGUE, GOD FEEDS HIM AND GIVES HIM NOURISHMENT FOR THE JOURNEY WHICH LIED AHEAD.

IN OUR OWN LIVES WE NEED TO ALLOW GOD TO DO THE SAME BUT THAT REQUIRES US TO RECEIVE GOD'S TOUCH AND HEALING IN OUR LIVES.

HOW DID GOD DEAL WITH ELIJAH=S FEAR? THIS PASSAGE SAYS AHE NOT ONLY TOUCHED HIM AND FED HIM, HE CALLED HIM TO GET UP AND STAND READY TO MEET GOD.

FIRST CAME THE WIND, THEN THE EARTHQUAKE AND THEN THE FIRE. OFTEN WE WOULD ASSUME THAT GOD WOULD SPEAK DURING THOSE TRAUMATIC EVENTS.

BUT NO - HE SPEAKS IN A STILL SMALL VOICE. THEN SCRIPTURE SAYS ELIJAH PULLED HIS CLOAK OVER HIS FACE.

AS I TRIED TO PICTURE THIS EVENT I SAW HIS CLOAK AS THE ARMS OF GOD SURROUNDING HIM - GOD HUGGED ELIJAH AND REMINDED ELIJAH OF THEIR UNIQUE RELATIONSHIP TOGETHER.

BUT EVEN AFTER THIS ENCOUNTER, ELIJAH STILL TALKS ABOUT HIS DESPAIR AND DISCOURAGEMENT. BUT NOTICE WHAT GOD DOES NOT DO - GOD DOESN=T GIVE ELIJAH A PEP TALK.

GOD DOESN=T SAY AELIJAH - GROW UP - YOU HAVE SO MUCH TO BE GRATEFUL FOR - ELIJAH - WHEN THE GOING GETS TOUGH THE TOUGH GET GOING - COME ON DO ME PROUD - GIVE IT YOUR BEST SHOT.@

NO - GOD MET ELIJAH IN THE STILL, SMALL VOICE, PUT HIS ARMS OF LOVE AROUND HIM AND GAVE HIM HIS HOLY PRESENCE.

THEN GOD REASSURES ELIJAH THAT HE IS NOT ALONE - THERE ARE 7000 BELIEVERS YOU HAVE NEV ER MET THAT HAVE NOT BOWED TO BAAL.

WHY DID GOD DO THAT - TO LET ELIJAH KNOW THAT HIS VISION IS MUCH WIDER AND BROADER THAN HIS. THERE ARE OTHER BELIEVERS - YOU ARE NOT ALONE IN THIS!

GOD TELLS ELIJAH TO GO AND IN THE PROCESS HE PROMISES HIM A NEW FRIEND. THAT FRIEND IS ELISHA - WHO WILL JOURNEY WITH ELIJAH UNTIL HIS DEATH.

IN THE SAME WAY GOD GIVES US FRIENDS TO TRAVEL WITH US IN OUR JOURNEY.

WHEN WE=RE DISCOURAGED OR IN DESPAIR, GOD NEVER REMINDS US OF ALL WE HAVE TO DO. GOD ALWAYS REMINDS US OF WHAT HAS ALREADY BEEN DONE IN LOVE FOR US.

GOD SPEAKS IN A QUIET WHISPER - HE TOUCHES, HE FEEDS AND HE HUGS US.

BUT GOD NEVER, TELLS US TO GO AND DO FOR HIM WITHOUT FIRST CALLING US TO COME AND BE WITH HIM.

ARE YOU DISCOURAGES TODAY? ARE YOU UNDER A BROOM TREE? ARE YOU SEEING LIFE AS FUTILE? ARE YOU DOMINATED BY FEAR?

HEAR THE STILL SMALL VOICE AND LET THE ARMS OF GOD SURROUND YOU.

HEAR GOD, NOT CALLING YOU TO GO AND DO SOMETHING. HEAR GOD=S VOICE JUST TELLING YOU TO BE IN HIS PRESENCE.

HERE WE STAND AT THE FOOT OF THE CROSS - IF YOU=VE LOST HEART, THAT=S OKAY BECAUSE GOD IS MEETING US HERE TO SAY, AIF YOU=VE LOST HEART, REMEMBER, I=VE GIVEN YOU MINE@.

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Ethics in the Computer Age

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What Actions are Good and How Can we Know

Making decisions is a daily task for individuals. A decision that affects others or one's self and is deemed "worthy of praise or blame" is considered a moral decision (Edgar, 00, p. 15). When making a moral decision or taking action, one might wonder, "Are our actions good?" and "How can we know they are good, (the term "good" having the same meaning or connotation as moral, virtuous or right)? Philosophers such as John Stuart Mill, Epicurus, Immanuel Kant, and Aristotle, all have contributed to mankind, their view of what actions are good and by what guidelines one can know they are good.

John Stuart Mill, referred to as one of the fathers of Utilitarianism (the theory that consequences of an action determine its morality), claimed that

"The creed which accepts as the foundation of morals, Utility, or the Greatest Happiness Principle, holds that actions are right in proportion as they tend to promote happiness, wrong as they tend to promote the reverse of happiness" (Barcalow, 1, p. 67).

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In other words, according to Utilitarianism, an action is deemed right or good if and only if it's results are the most beneficial in comparison to the results of the other choices available. Mill agrees, if an action produces more overall happiness in general considering all individuals possibly affected by the action, then the action is good. Noting the well being of others is key here. For example, say there were three individuals who were waiting for a heart transplant. One individual was a father of four children, CEO of a corporation and recently made a grandparent, the second being a young adult whose condition also involved cancer, and the last patient being a homeless individual with no family, or insurance. A heart became available that could be given to either of the patients. A Utilitarian choosing who would receive the heart would gather the information regarding which choice would have the most beneficial outcome. The homeless individual would probably continue to live a vagabond lifestyle that didn't necessarily benefit society, the young person with the cancer may die regardless of the transplant but the father, grandfather, and CEO would still be beneficial to society, his family, and grandchildren.

Another aspect of Mill's ethical theory involves his Harm Principle. In this principle, "All that makes existence valuable to anyone depends on the enforcement of restraints upon the actions of other people" (Barcalow, 1, p. 68). According to Mill, there are two fundamental freedoms. These freedoms are the liberty of thought and discussion and also the liberty to live according to one's own beliefs, values, desires, and preferences. That is, the liberty of "framing the plan of our life to suit our own character." Mill proposes that as long as one is not involved in actions that hurt or restrict another, particularly concerning his two fundamental freedoms, then those actions can be considered good. One argument against this aspect of Mill's theory is that it allows for too much freedom. What if a reputable individual made a statement claiming that alcohol does not impair one's judgment what so ever. This statement is false and dangerous and this action would not be considered good. Mill allows for the temporary restriction of expressions of thought that are threatening to public order and peace. He accepts and respects laws on libel and slander. Mill's response would be for that individual to rebut the claim publicly rather than restricting one's freedom of public expression, which in accordance to his moral code, is a good action.

Epicurus' main theories or teachings come from the understanding that "pleasure is the standard by which every good and every right actions is to be judged" (Magill, 10, p. 104). This is another example of Utilitarian ethical theory. In layman's terms, Epicurus professes if an action results in the feelings of pleasure in a person, it is considered good. The emphasis is that humans seek pleasure and avoid pain. Though there seems to be varying degrees of pleasure as far as how long it lasts or the intensity, Epicurus defines all pleasure as being the same and is that to which all human action strives for. The argument against Epicurus is obvious. Pleasures for one individual may not be the same for another. What if someone finds pleasure in riding extreme roller coasters at the local theme park? The individual with a fear of heights may not find the action of riding a roller coaster pleasurable in the least bit. Hence the action of riding one would not be good.

In contrast to Utilitarianism, Immanuel Kant's moral philosophy (Kantian) is based on duty as opposed to any moral law or right. This is also referred to as pluralism. Kant believed the only thing that can be considered unconditionally good is a good will. He states, "Nothing in the worldindeed nothing even beyond the worldcan possibly be conceived which could be called good without qualification except a good will." (Magill, 10, p. 6). An example here would be, if there were three different individuals who found a wallet and two of them turned it in for reasons such as guilt or fear of being caught with it, then the action of turning the wallet in is not necessarily moral or good. The last individual turned in the wallet out of a feeling of duty or sense of concern for the individual who lost the wallet. Now that person's action is deemed moral or good even though all three persons took the same action. An action can also be considered good even if the end results have been affected by outside forces. The point here is the acceptance of the "good intent" as being synonymous with the "good action" even if the desired results are not achieved. This theory contrasts the Utilitarian theory, which generally analyzes results or consequences of an action to know if that action is good or not.

Delving deeper into Kant's moral philosophy one can know better what actions are good by understanding and implementing Kant's categorical imperatives (objective principles). The first one is "Act only according to that maxim (rule or principle) by which you can at the same time will that it should become a universal law" meaning that everyone should abide by this if it were law. Or more simply, would one want everyone doing the same thing? Kant implies that there are rational constraints on what we can do. (Spinello, 00, p. 18) For example, if one is running late and one decides it is ok to run a stop sign, would one want everyone else to do the same? By doing so, the purpose of having stop signs would be null and void. In this example one would have to forgo the decision to run the stop sign as that action has been deemed not good. The other two main categorical imperatives include "Act so that you treat humanity, whether in your own person or that of another, always as an end and never as a means only" and "Act always as if you were legislating for a universal realm of ends" (Spinello, 00, p. 18). These actions, according to Kant will always produce actions that are good. The problem here is, one cannot always do anything. So it is only in theory that Kant's theoretical imperatives command "good actions." The extent to which maxims can be made is unending. It would be confusing to think one could universalize all maxims such as Be first to the grocery store. It is not logically possible but it does not mean that one should not be first to the grocery store if it were possible. If Kant expects one to "act in accordance with universal law and accept (or reject) any maxim according to its ability to be universalized, then knowing if one's actions are good or not should be "cut and dry." Obviously universalizing a maxim is not sufficient enough. On another note, it would also be difficult not to recognize the fact that one can choose to do the "right" thing for the "wrong" reason.

Aristotle and his "virtue ethics" focus on the good character of an individual. He believes that moral actions are a matter of habit and the only way to act virtuously is by constant practice of the good character. One also has to know the definition of a virtuous act. Aristotle's definition of a virtuous act is (1) know that what you are doing is virtuous; () choose the act; () do that act for its own sake; and (4) act according to a fixed, unchanging principle, or out of a fixed character (Edgar, 00, p. 71). When one "sees" what the right action is and one "chooses" that action, one can know that one's actions are good.

Aristotle also claims there is some end in particular for all of our actions, whether or not the action was done for the sake of our self (the ends) or for the sake of something else (the means). In these actions, reason allows us to choose the means best fitted to achieve the good end. There are certain actions and passions in which no means exists by its sheer badness. For example, spite and envy are two passions in which it would be impossible to be "right" in. And for an action such as adultery it would be absurd to consider any means merely on the fact that this action is innately bad. (Barcalow, 1, p. 8)

In conclusion, it can be seen that there are many differing ethical gauges that help determine what actions are good, moral, virtuous, or right. Though at times the differing theories are contradictory, there are valuable ethical principles put forth by Mill, Epicurus, Kant and Aristotle that are fairly conclusive when deciding if one's actions are considered good, and by what guidelines we can know they are good. Whether this is by contemplating the outcome of our actions, the pleasure received from our actions, or the overall benefit of others from our actions, these are all indicators of actions that are considered good.

References

Barcalaw, Emmett. (1). Open questions an introduction to philosophy.

California Wadsworth, Inc.

Edgar, Stacey. (00). Morality and machines. Massachusetts Jones and Bartlett

Publishers.

Jaspers, Karl. (1). The great philosophers vol III. Florida Harcourt Brace and

Company.

Magill, Frank. (10). Masterpieces of world philosophy. New York Harper-

Collins Publishers.

Spinello, Richard. (00). CyberEthics morality and law in cyberspace.

Massachusetts Jones and Bartlett Publishers.

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