Second Foundation 21. The Answer That Satisfied

Turbor laughed suddenly – laughed in huge, windy gusts that bounced ringingly off the walls and died in gasps. He shook his head, weakly, and said, â€Å"Great Galaxy, this goes on all night. One after another, we put up our straw men to be knocked down. We have fun, but we don't get anywhere. Space! Maybe all planets are the Second Foundation. Maybe they have no planet, just key men spread on all the planets. And what does it matter, since Darell says we have the perfect defense?† Darell smiled without humor. â€Å"The perfect defense is not enough, Turbor. Even my Mental Static device is only something that keeps us in the same place. We cannot remain forever with our fists doubled, frantically staring in all directions for the unknown enemy. We must know not only how to win, but whom to defeat. And there is a specific world on which the enemy exists.† â€Å"Get to the point,† said Anthor, wearily. â€Å"What's your information?† â€Å"Arcadia,† said Darell, â€Å"sent me a message, and until I got it, I never saw the obvious. I probably would never have seen the obvious. Yet it was a simple message that went: ‘A circle has no end.' Do you see?† â€Å"No,† said Anthor, stubbornly, and he spoke, quite obviously, for the others. â€Å"A circle has no end,† repeated Munn, thoughtfully, and his forehead furrowed. â€Å"Well,† said Darell, impatiently, â€Å"it was clear to me- What is the one absolute fact we know about the Second Foundation, eh? I'll tell you! We know that Hari Seldon located it at the opposite end of the Galaxy. Homir Munn theorized that Seldon lied about the existence of the Foundation. Pelleas Anthor theorized that Seldon had told the truth that far, but lied about the location of the Foundation. But I tell you that Hari Seldon lied in no particular; that he told the absolute truth. â€Å"But, what is the other end? The Galaxy is a flat, lens-shaped object. A cross section along the flatness of it is a circle, and a circle had no end – as Arcadia realized. We – we, the First Foundation – are located on Terminus at the rim of that circle. We are at an end of the Galaxy, by definition. Now follow the rim of that circle and find the other end. Follow it, follow it, follow it, and you will find no other end. You will merely come back to your starting point- â€Å"And there you will find the Second Foundation.† â€Å"There?† repeated Anthor. â€Å"Do you mean here?† â€Å"Yes, I mean here!† cried Darell, energetically. â€Å"Why, where else could it possibly be? You said yourself that if the Second Foundationers were the guardians of the Seldon Plan, it was unlikely that they could be located at the so-called other end of the Galaxy, where they would be as isolated as they could conceivably be. You thought that fifty parsecs distance was more sensible. I tell you that that is also too far. That no distance at all is more sensible. And where would they be safest? Who would look for them here? Oh, it's the old principle of the most obvious place being the least suspicious. â€Å"Why was poor Ebling Mis so surprised and unmanned by his discovery of the location of the Second Foundation? There he was, looking for it desperately in order to warn it of the coming of the Mule, only to find that the Mule had already captured both Foundations at a stroke. And why did the Mule himself fail. in his search? Why not? If one is searching for an unconquerable menace, one would scarcely look among the enemies already conquered. So the Mind-masters, in their own leisurely time, could lay their plans to stop the Mule, and succeeded in stopping him. â€Å"Oh, it is maddeningly simple. For here we are with our plots and our schemes, thinking that we are keeping our secrecy – when all the time we are in the very heart and core of our enemy's stronghold. It's humorous.† Anthor did not remove the skepticism from his face, â€Å"You honestly believe this theory, Dr. Darell?† â€Å"I honestly believe it.† â€Å"Then any of our neighbors, any man we pass in the street might be a Second Foundation superman, with his mind watching yours and feeling the pulse of its thoughts.† â€Å"Exactly.† â€Å"And we have been permitted to proceed all this time, without molestation?† â€Å"Without molestation? Who told you we were not molested? You, yourself, showed that Munn has been tampered with. What makes you think that we sent him to Kalgan in the first place entirely of our own volition – or that Arcadia overheard us and followed him on her own volition? Hah! We have been molested without pause, probably. And after all, why should they do more than they have? It is far more to their benefit to mislead us, than merely to stop us.† Anthor buried himself in meditation and emerged therefrom with a dissatisfied expression. â€Å"Well, then, I don't like it. Your Mental Static isn't worth a thought. We can't stay in the house forever and as soon as we leave, we're lost, with what we now think we know. Unless you can build a little machine for every inhabitant in the Galaxy.† â€Å"Yes, but we're not quite helpless, Anthor. These men of the Second Foundation have a special sense which we lack. It is their strength and also their weakness. For instance, is there any weapon of attack that will be effective against a normal, sighted man which is useless against a blind man?† â€Å"Sure,† said Munn, promptly. â€Å"A light in the eyes.† â€Å"Exactly,† said Darell. â€Å"A good, strong blinding light.† â€Å"Well, what of it?† asked Turbor. â€Å"But the analogy is clear. I have a Mind Static device. It sets up an artificial electromagnetic pattern, which to the mind of a man of the Second Foundation would be like a beam of light to us. But the Mind Static device is kaleidoscopic. It shifts quickly and continuously, faster than the receiving mind can follow. All right then, consider it a flickering light; the kind that would give you a headache, if continued long enough. Now intensify that light or that electromagnetic field until it is blinding – and it will become a pain, an unendurable pain. But only to those with the proper sense; not to the unsensed.† â€Å"Really?† said Anthor, with the beginnings of enthusiasm. â€Å"Have you tried this?† â€Å"On whom? Of course, I haven't tried it. But it will work.† â€Å"Well, where do you have the controls for the Field that surrounds the house? I'd like to see this thing.† â€Å"Here.† Darell reached into his jacket pocket. It was a small thing, scarcely bulging his pocket. He tossed the black, knob-studded cylinder to the other. Anthor inspected it carefully and shrugged his shoulders. â€Å"It doesn't make me any smarter to look at it. Look Darell, what mustn't I touch? I don't want to turn off the house defense by accident, you know.† â€Å"You won't,† said Darell, indifferently. â€Å"That control is locked in place.† He flicked at a toggle switch that didn't move. â€Å"And what's this knob?† â€Å"That one varies rate of shift of pattern. Here – this one varies the intensity. It's that which I've been referring to.† â€Å"May I-† asked Anthor, with his finger on the intensity knob. The others were crowding close. â€Å"Why not?† shrugged DarelI. â€Å"It won't affect us.† Slowly, almost wincingly, Anthor turned the knob, first in one direction, then in another. Turbor was gritting his teeth, while Munn blinked his eyes rapidly. It was as though they were keening their inadequate sensory equipment to locate this impulse which could not affect them. Finally, Anthor shrugged and tossed the control box back into Darell's lap. â€Å"Well, I suppose we can take your word for it. But it's certainly hard to imagine that anything was happening when I turned the knob.† â€Å"But naturally, Pelleas Anthor,† said Darell, with a tight smile. â€Å"The one I gave you was a dummy. You see I have another.† He tossed his jacket aside and seized a duplicate of the control box that Anthor had been investigating, which swung from his belt. â€Å"You see,† said Darell, and in one gesture turned the intensity knob to maximum. And with an unearthly shriek, Pelleas Anthor sank to the floor. He rolled in his agony; whitened, gripping fingers clutching and tearing futilely at his hair. Munn lifted his feet hastily to prevent contact with the squirming body, and his eyes were twin depths of horror. Semic and Turbor were a pair of plaster casts; stiff and white. Darell, somber, turned the knob back once more. And Anthor twitched feebly once or twice and lay still. He was alive, his breath racking his body. â€Å"Lift him on to the couch,† said Darell, grasping the young man's head. â€Å"Help me here.† Turbor reached for the feet. They might have been lifting a sack of flour. Then, after long minutes, the breathing grew quieter, and Anthor's eyelids fluttered and lifted. His face was a horrid yellow; his hair and body was soaked in perspiration, and his voice, when he spoke, was cracked and unrecognizable. â€Å"Don't,† he muttered, â€Å"don't! Don't do that again! You don't know- You don't know- Oh-h-h.† It was a long, trembling moan. â€Å"We won't do it again,† said Darell, â€Å"if you will tell us the truth. You are a member of the Second Foundation?† â€Å"Let me have some water,† pleaded Anthor. â€Å"Get some, Turbor,† said Darell, â€Å"and bring the whiskey bottle.† He repeated the question after pouring a jigger of whiskey and two glasses of water into Anthor. Something seemed to relax in the young man- â€Å"Yes,† he said, wearily. â€Å"I am a member of the Second Foundation.† â€Å"Which,† continued Darell, â€Å"is located on Terminus – here?† â€Å"Yes, yes. You are right in every particular, Dr. Darell.† â€Å"Good! Now explain what's been happening this past half year. Tell us!† â€Å"I would like to sleep,† whispered Anthor. â€Å"Later! Speak now!† A tremulous sigh. Then words, low and hurried. The others bent over him to catch the sound, â€Å"The situation was growing dangerous. We knew that Terminus and its physical scientists were becoming interested in brain-wave patterns and that the times were ripe for the development of something like the Mind Static device. And there was growing enmity toward the Second Foundation. We had to stop it without ruining SeIdon's Plan. â€Å"We†¦ we tried to control the movement. We tried to join it. It would turn suspicion and efforts away from us. We saw to it that Kalgan declared war as a further distraction. That's why I sent Munn to Kalgan. Stettin's supposed mistress was one of us. She saw to it that Munn made the proper moves-â€Å" â€Å"Callia is-† cried Munn, but Darell waved him silent. Anthor continued, unaware of any interruption, â€Å"Arcadia followed. We hadn't counted on that – can't foresee everything – so Callia maneuvered her to Trantor to prevent interference. That's all. Except that we lost.† â€Å"You tried to get me to go to Trantor, didn't you?† asked Darell. Anthor nodded, â€Å"Had to get you out of the way. The growing triumph in your mind was clear enough. You were solving the problems of the Mind Static device.† â€Å"Why didn't you put me under control?† â€Å"Couldn't†¦ couldn't. Had my orders. We were working according to a Plan. If I improvised, I would have thrown everything off. Plan only predicts probabilities†¦ you know that†¦ like Seldon's Plan.† He was talking in anguished pants, and almost incoherently. His head twisted from side to side in a restless fever. â€Å"We worked with individuals†¦ not groups†¦ very low probabilities involved†¦ lost out. Besides†¦ if control you†¦ someone else invent device†¦ no use†¦ had to control times†¦ more subtle†¦ First Speaker's own plan†¦ don't know all angles†¦ except†¦ didn't work a-a-a-† He ran down. Darell shook him roughly, â€Å"You can't sleep yet. How many of you are there?† â€Å"Huh? Whatjasay†¦ oh†¦ not many†¦ be surprised fifty†¦ don't need more.† â€Å"All here on Terminus?† â€Å"Five†¦ six out in Space†¦ like Callia†¦ got to sleep.† He stirred himself suddenly as though to one giant effort, and his expressions gained in clarity. It was a last attempt at self-justification, at moderating his defeat. â€Å"Almost got you at the end. Would have turned off defenses and seized you. Would have seen who was master. But you gave me dummy controls†¦ suspected me all along-â€Å" And finally he was asleep. Turbor said, in awed tones, â€Å"How long did you suspect him, Darell?† â€Å"Ever since he first came here,† was the quiet response. â€Å"He came from Kleise, he said. But I knew Kleise; and I knew on what terms we parted. He was a fanatic on the subject of the Second Foundation and I had deserted him. My own purposes were reasonable, since I thought it best and safest to pursue my own notions by myself. But I couldn't tell Kleise that; and he wouldn't have listened if I had. To him, I was a coward and a traitor, perhaps even an agent of the Second Foundation. He was an unforgiving man and from that time almost to the day of his death he had no dealings with me. Then, suddenly, in his last few weeks of life, he writes me – as an old friend – to greet his best and most promising pupil as a co-worker and begin again the old investigation. â€Å"It was out of character. How could he possibly do such a thing without being under outside influence, and I began to wonder if the only purpose might not be to introduce into my confidence a real agent of the Second Foundation. Well, it was so-â€Å" He sighed and closed his own eyes for a moment. Semic put in hesitantly, â€Å"What will we do with all of them†¦ these Second Foundation fellas?† â€Å"I don't know,† said Darell, sadly. â€Å"We could exile them, I suppose. There's Zoranel, for instance. They can be placed there and the planet saturated with Mind Static. The sexes can be separated, or, better still, they can be sterilized – and in fifty years, the Second Foundation will be a thing of the past. Or perhaps a quiet death for all of them would be kinder.† â€Å"Do you suppose,† said Turbor, â€Å"we could learn the use of this sense of theirs. Or are they born with it, like the Mule.† â€Å"I don't know. I think it is developed through long training, since there are indications from encephalography that the potentialities of it are latent in the human mind. But what do you want that sense for? It hasn't helped them.† He frowned. Though he said nothing, his thoughts were shouting. It had been too easy – too easy. They had fallen, these invincibles, fallen like book-villains, and he didn't like it. Galaxy! When can a man know he is not a puppet? How can a man know he is not a puppet? Arcadia was coming home, and his thoughts shuddered away from that which he must face in the end. She was home for a week, then two, and he could not loose the tight check upon those thoughts. How could he? She had changed from child to young woman in her absence, by some strange alchemy. She was his link to life; his link to a bittersweet marriage that scarcely outlasted his honeymoon. And then, late one evening, he said as casually as he could, â€Å"Arcadia, what made you decide that Terminus contained both Foundations?† They had been to the theater; in the best seats with private trimensional viewers for each; her dress was new for the occasion, and she was happy. She stared at him for a moment, then tossed it off. â€Å"Oh, I Don't know, Father. It just came to me.† A layer of ice thickened about Dr. Darell's heart. â€Å"Think,† he said, intensely. â€Å"This is important. What made you decide both Foundations were on Terminus.† She frowned slightly. â€Å"Well, there was Lady Callia. I knew she was a Second Foundationer. Anthor said so, too.† â€Å"But she was on Kalgan,† insisted Darell. â€Å"What made you decide on Terminus?† And now Arcadia waited for several minutes before she answered. What had made her decide? What had made her decide? She had the horrible sensation of something slipping just beyond her grasp. She said, â€Å"She knew about things – Lady Callia did – and must have had her information from Terminus. Doesn't that sound right, Father? But he just shook his head at her. â€Å"Father,† she cried, â€Å"I knew. The more I thought, the surer I was. It just made sense.† There was that lost look in her father's eyes, â€Å"It's no good, Arcadia. Its no good. Intuition is suspicious when concerned with the Second Foundation. You see that, don't you? It might have been intuition – and it might have been control!† â€Å"Control! You mean they changed me? Oh, no. No, they couldn't.† She was backing away from him. â€Å"But didn't Anthor say I was right? He admitted it. He admitted everything. And you've found the whole bunch right here on Trantor. Didn't you? Didn't you?† She was breathing quickly. â€Å"I know, but- Arcadia, will you let me make an encephalographic analysis of your brain?' She shook her head violently, â€Å"No, no! I'm too scared.† â€Å"Of me, Arcadia? There's nothing to be afraid of. But we must know. You see that, don't you?† She interrupted him only once, after that. She clutched at his arm just before the last switch was thrown. â€Å"What if I am different, Father? What will you have to do?† â€Å"I won't have to do anything, Arcadia. If you're different, we'll leave. Well go back to Trantor, you and I, and†¦ and we won't care about anything else in the Galaxy.† Never in Darell's life had an analysis proceeded so slowly, cost him so much, and when it was over, Arcadia huddled down and dared not look. Then she heard him laugh and that was information enough. She jumped up and threw herself into his opened arms. He was babbling wildly as they squeezed one another, â€Å"The house is under maximum Mind Static and your brain-waves are normal. We really have trapped them, Arcadia, and we can go back to living.† â€Å"Father,† she gasped, â€Å"can we let them give us medals now?† â€Å"How did you know I'd asked to be left out of it?† He held her at arm's mind; you know everything. All right, you can have your medal on a platform, with speeches.† â€Å"And Father?† â€Å"Yes?† â€Å"Can you call me Arkady from now on.† â€Å"But- Very well, Arkady.† Slowly the magnitude of the victory was soaking into him and saturating him. The Foundation – the First Foundation – now the only Foundation – was absolute master of the Galaxy. No further barrier stood between themselves and the Second Empire – the final fulfillment of Seldon's Plan. They had only to reach for it- Thanks to-

Maths

GCSE Mathematics Specimen Papers and Mark Schemes For first teaching from September 2010 For first examination in Summer 2011 For first award in Summer 2012 Subject Code: 2210 Foreword The awarding bodies have prepared new specifications to comply with revised GCSE criteria. The specimen examination papers accompanying new specifications are provided to give centres guidance on the structure and character of the planned examinations in advance of the first examination.It is intended that the specimen papers and mark schemes contained in this booklet will help teachers and students to understand, as fully as possible, the markers’ expectations of candidates’ responses to the types of questions set at GCSE level. These specimen papers and mark schemes should be used in conjunction with CCEA’s GCSE Mathematics specification. GCSE Mathematics Specimen Papers and Mark Schemes Contents Specimen Papers Unit T1 Mathematics (Foundation Tier) Unit T2 Mathematics (Foundatio n Tier) Unit T3 Mathematics (Higher Tier) Unit T4 Mathematics (Higher Tier) Unit T5 Mathematics (Foundation Tier) Paper 1Unit T5 Mathematics (Foundation Tier) Paper 2 Unit T6 Mathematics (Higher Tier) Paper 1 Unit T6 Mathematics (Higher Tier) Paper 2 1 3 23 43 63 83 93 107 121 Mark Schemes General Marking Instructions Unit T1 Mathematics (Foundation Tier) Unit T2 Mathematics (Foundation Tier) Unit T3 Mathematics (Higher Tier) Unit T4 Mathematics (Higher Tier) Unit T5 Mathematics (Foundation Tier) Paper 1 Unit T5 Mathematics (Foundation Tier) Paper 2 Unit T6 Mathematics (Higher Tier) Paper 1 Unit T6 Mathematics (Higher Tier) Paper 2 133 135 137 143 149 157 163 167 171 175 Subject Code QAN 2210 500/7925/6A CCEA Publication  © 2010 You may download further copies of this publication from www. ccea. org. uk SPECIMEN PAPERS DIVIDER PAPER FRONT 1 SPECIMEN PAPERS DIVIDER PAPER BACK 2 Centre Number 71 Candidate Number General Certificate of Secondary Education 2011 Mathematics For Examine r’s use only Question Marks Number Unit T1 (With calculator) Foundation Tier [CODE] SPECIMEN EXAMINATION PAPER TIME 1 hour 30 minutes INSTRUCTIONS TO CANDIDATES Write your Centre Number and Candidate Number in the spaces provided at the top of this page. Write your answers in the spaces provided in this question paper.Answer all twenty five questions. Any working should be clearly shown in the spaces provided since marks may be awarded for partially correct solutions. You may use a calculator for this paper. INFORMATION FOR CANDIDATES The total mark for this paper is 100. Figures in brackets printed down the right-hand side of pages indicate the marks awarded to each question or part question. Functional elements will be assessed in this paper. Quality of written communication will be assessed in questions 6 and 23. You should have a calculator, ruler, compasses and a protractor.The formula sheet is overleaf. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 T otal Marks 3 Foundation Tier Formulae Sheet Area of trapezium = 1 (a + b)h 2 Volume of prism = area of cross section ? length 4 Answer all questions 1 (a) Write 80% as a decimal Answer _____________ [1] Answer ___________ % [1] Answer_____________________ [1] Answer_____________ [1] Answer_____________ [1] (b) Write 0. 35 as a percentage (c) Write 48 million in figures (d) 5729 people attended a football match. Write the number 5729 to (i) the nearest 10 (ii) the nearest 100 2 (a)Find the next 2 terms in the sequence and explain the rule you used: 6, 11, 16, 21, _____, ______ Rule _________________________________________________ [3] (b) Find the next term in the sequence 0. 2, 0. 4, 0. 8, 1. 6, _______ [1] 5 3 The diagram shows a tiled patio in the shape of a rectangle 3 by 16, covered with 48 square tiles. Write down the length and width of 2 other possible rectangles which can be covered with 48 of these square tiles. Answer__________ by__________ __________ by__________ 4 [1] [1 ] Michael recorded the colours of cars in the school car park in a tally chart. ColourTally Frequency Red |||| 4 Blue || 2 Yellow ||| Black |||| || White |||| |||| Silver |||| Green |||| (a) Complete the frequency column. [1] (b) On the grid opposite, draw a frequency diagram to show this information. [3] 6 (c) What is the most popular colour of car in the car park? Answer_________________ (d) [1] Using the frequency table, write down the fraction of the total cars which are yellow. Answer_________________ 7 [1] 5 (a) (i) Shade the major segment in the circle below [1] (ii) (b) PQ is called a _________________ of the circle. (i) Shade the minor sector in the circle below. 1] [1] (ii) OS is called a _______________ of the circle. 8 [1] 6 The table below shows the percentage of pupils at a High School who obtained a grade C or better in GCSE Mathematics during the past five years. Year % of pupils (a) 2004 75 2005 78 2006 82 2007 84 2008 90 Which year showed the smallest improvement? Answer______________ (b) [1] Your quality of written communication will be assessed in this question The school wants to show this information using a statistical diagram. Which type of diagram would you use? Answer__________________________ [1] Give a reason for your answer. _______________________________________________________________ ________________________________________________________________ 7 [2] Here is a list of numbers 25 27 32 35 8 21 9 (a) From the list write down those numbers which are (i) multiples of 5 Answer____________ (ii) [1] Answer____________ [1] factors of 54 9 (b) From the list of numbers (i) calculate the mean Answer_____________ Answer_____________ (ii) 8 [2] [2] find the median In a mid season sale a clothing shop has 20% off all its items. Clare bought a dress which originally cost ? 50 and a hat which originally cost ? 25 (a)How much did she save in the sale? Answer ? _____________ Answer ? _____________ (b) 9 [2] [1] Answer_____________ [2] What wa s her total bill? Simplify 5p ? 2r ? 3p + 5r 10 10 (a) Jo bought 6 roses at 67p each. What change did she get from a ? 5 note? Answer ? _____________ (b) Five kilograms of potatoes and two kilograms of onions cost ? 4. 10 in total. The potatoes cost 62p per kilogram. How much would it cost in total to buy one kilogram of potatoes and one kilogram of onions? Answer ? _____________ 11 [2] [4] The brick shown below is in the form of a cuboid, measuring 6. 4 metres by 3. metres by 2. 6 metres. Calculate the volume of the brick. Answer_____________ 11 [3] 12 Calculate (a) the square root of 1. 44 Answer_____________ Answer_____________ (e) 13 [2] Answer_____________ (d) [1] Answer_____________ (c) [1] Answer_____________ (b) [1] [2] the cube of 2. 8 2. 32 ? 1. 69 3 of 125 5 5. 62 ? 3. 4 The table below gives the maximum and minimum temperatures of six different cities in Europe in March. City Belfast Minimum 2 ° C Dublin ?1 ° C 9 ° C London 4 ° C 16 ° C Edinburgh 0 ° C 11 ° C Barcelona 10 ° C 19 ° C 8 ° C 20 ° C Paris (a) Maximum 10 ° C Which minimum temperature was the lowest?Answer____________________ ° C 12 [1] (b) In two of these cities the temperatures had increased from minimum to maximum by 12 ° C. Write down the names of these two cities. Answer____________________ and ____________________ [2] What is the difference in minimum temperature between Dublin and Paris? (c) Answer_____________ ° C 14 [1] Answer_______________ [1] Answer_____________ % [1] Answer_____________ % [1] Results of a Year 12 Physics test 9 8 7 6 5 4 2 0 2 7 4 6 Key 5 4 (a) 5 1 5 8 6 7 6 8 9 7 9 8 9 9 means 54% How many pupils sat the Physics test? (b) What is the modal percentage mark? c) What is the range of percentage marks? 13 15 The diagram shows the plan for a rectangular garden. Calculate (a) the area of the garden Answer____________m2 [2] Answer____________m2 [2] (b) the area of the plot for the trees A border needs to be dug around the perimeter of the garden. (c) Calculate the perimeter of the garden. Answer____________m 14 [2] 16 The diagram shows a pizza which has been divided into 8 equal parts. The shaded parts are eaten. (a) Write down, as a fraction in its lowest terms, the fraction that is eaten. Answer_____________ Answer___________ % (b) 17 [2] [1]What percentage is left uneaten? Which fractions from the list given below are not equivalent to 2 ? 3 8 10 16 4 12 , , ,, 12 15 28 6 16 Answer_____________ 15 [2] 18 In a survey 300 men were asked which sport they liked best. The pie-chart below shows the results. (a) Measure the angle which represents Basketball. Answer_____________? (b) [1] What fraction of men chose Rugby as their favourite sport? Answer_____________ (c) [1] Answer_____________ [2] How many men chose Hurling as their favourite sport? 16 19 (a) Expand 3(x + 1) Answer______________ [2] Answer_____________ [2] (b) Solve 2y + 3 = 19 0 In the diagram the point P (? 4, 4) has been plotted. (a) Plot the follow ing points on the diagram, labelling clearly Q (? 2, ? 3), R (5, ? 3) and S (3, 4) [3] (b) Join up the points in order and name the quadrilateral formed. Answer____________________ 17 [1] 21 (Diagram not drawn accurately) Calculate (a) x x = ___________? [1] y = ___________? [1] (b) y 22 Draw the net of the matchbox tray (no lid) shown in the diagram, which has base 5cm by 3cm and height 2cm, on the square grid provided. [3] 18 23 Your quality of written communication will be assessed in this question Fred has just won ? 00. 1 1 of it to his son, James. He has promised of it to his daughter, Kathy and 5 4 How much will he have left after he gives Kathy and James their shares? Show clearly each step of your working out. Answer ? _____________ 19 [4] 24 The positions of two towns A and B are shown on the grid. (a) A third town C is 3km east and 2km north of A. Using a scale of 1cm = 0. 5km, show the position of C. (b) [2] How far is C from A? Answer_____________km 20 [3] 25 The follow ing information shows how Sinead spends her time on a Saturday. Activity Cleaning Watching TV Number of hours 2 Using Shopping he Exercising Internet 5 4 3 2 Sleeping 8 Draw a pie chart to illustrate this data. [4] 21 ___________________________________________ THIS IS THE END OF THE QUESTION PAPER ___________________________________________ 22 Centre Number 71 Candidate Number General Certificate of Secondary Education 2011 Mathematics Unit T2 (With calculator) Foundation Tier [CODE] SPECIMEN EXAMINATION PAPER TIME 1 hour 30 minutes INSTRUCTIONS TO CANDIDATES Write your Centre Number and Candidate Number in the spaces provided at the top of this page. Write your answers in the spaces provided in the question paper.Answer all twenty three questions. Any working should be clearly shown in the spaces provided since marks may be awarded for partially correct solutions. You may use a calculator for this paper. INFORMATION FOR CANDIDATES The total mark for this paper is 100. Figures in b rackets printed down the right-hand side of pages indicate the marks awarded to each question or part question. Functional Elements will be assessed in this paper. Quality of written communication will be assessed in questions 5 and 17. You should have a calculator, ruler, compasses and protractor. The formula sheet is overleaf.For Examiner’s use only Question Marks Number 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Total Marks 23 Foundation Tier Formulae Sheet Area of trapezium = 1 (a + b)h 2 Volume of prism = area of cross section ? length 24 Answer all questions 1 Five kilograms of potatoes and two kilograms of onions cost ? 4. 10 in total. The potatoes cost 62p per kilogram. How much would it cost in total to buy one kilogram of potatoes and one kilogram of onions? Answer ? _____________ 2 Answer_____________ (a) [4] [2] Answer_____________ [2] Simplify 5p ? 2r ? 3p + 5r (b) Expand ?2(2y ? 3) 25 3 Calculate a) the cube of 2. 8 Answer______________ Answer__ ____________ (b) (c) [1] [1] Answer______________ [2] 2. 32 + 1. 69 5. 62 ? 3. 4 26 4 Results of a Year 12 Physics test 9 8 7 6 5 4 2 0 2 7 4 6 Key 5 4 (a) 5 1 5 8 6 7 6 8 9 7 9 8 9 9 means 54% How many pupils sat the Physics test? Answer_____________ (b) [1] What is the modal percentage mark? Answer___________% Answer___________% (c) 5 [1] [1] What is the range of percentage marks? Quality of written communication will be assessed in this question Fred has just won ? 900 1 1 He has promised of it to his daughter Kathy, and of it to his son James. 4 How much will he have left after he gives Kathy and James their shares? Show clearly each step of your working out. Answer ? ______________ 27 [4] 6 The positions of two towns A and B are shown on the grid. (a) A third town C is on a bearing of 120? from B and at a distance of 2. 5 km from B. Using a scale of 1 cm = 0. 5km, show the position of C. [3] (b) How far is C from A? Answer _____________ km [2] 28 7 The following information sho ws how Sinead spends her time on a Saturday. Activity Cleaning Watching TV Shopping Number of hours 2 5 4 Using the Exercising Internet 3 2 Sleeping 8Draw a pie chart to illustrate this data. [4] 8 Solve (a) x = 15 4 Answer x = _____________ (b) [1] Answer y = _____________ [2] 6y ? 2 = 13 29 9 Write down the next two numbers in the sequence 11, 10, 8, 5, ____, _____ Answer________, _________ 10 [2] In the diagram the volume of the cuboid is 48cm3. It holds exactly 48 sugar cubes each 1cm by 1cm by 1cm. The length of the cuboid is 4cm and the breadth is 3cm. (a) What is the height of the cuboid? Answer_____________ (b) Write down the dimensions of another cuboid that the 48 cubes could fit into exactly. Answer______cm by______cm by______cm 1 (a) [3] Find the value of [1] 3. 8 ? 6. 2 giving your answer correct to 1 decimal place. 9. 1 ? 2. 7 Answer_____________ 30 [2] (b) A plasma TV has a marked price of ? 790 In a sale its price is reduced by 15% What is the sale price of the TV? A nswer ? _____________ (c) [3] Mary’s family drink 3 cartons of orange juice in 5 days. How many cartons would Mary need to buy to last a full week? Answer _____________cartons 12 [3] Write down an expression for the total cost of x bars of chocolate at 35p each and y bottles of water at 50p each. Answer_______________________ 31 [2] 13Draw the graph of y = 4x–3 on the grid below. [3] 14 (Diagram not drawn accurately) The quadrilateral shown has angles x, 79? , 3x, and 97? Work out the value of x Answer x = _________________o 32 [4] 15 (a) (Diagram not drawn accurately) In the triangle ABC shown above BC = 8. 5 cm and AX = 6. 4 cm. Calculate the area of the triangle ABC. Answer___________________cm2 [2] (b) (Diagram not drawn accurately) ABCDE is a regular pentagon, with O as its centre. Calculate the size of angle AOB. Answer Angle AOB = _____________? 33 [2] 16 Find the area of a circle with a diameter of 3 metres.Take ? = 3. 14 Answer___________________m2 17 (a) [2] The speeds, in miles per hour, of the cars passing the gates of a primary school during lunch hour are recorded in the table below. Speed (mph) No. of cars 0–5 2 6–10 5 11–15 34 16–20 61 21–25 29 26–30 4 Represent this information using a bar chart. [3] 34 (b) Which is the modal class interval? Answer________________ (c) [1] Your quality of written communication will be assessed in this question Katy wants to know how many times a month, on average, the people in her town go to the cinema. She asks 200 people in her school.Explain why Katy’s sample may not be representative of the people in her town. _______________________________________________________________ _______________________________________________________________ 35 [2] 18 (a) Write 72 as a product of prime factors Answer______________ (b) [2] Find the lowest common multiple (LCM) of 72 and 108 Answer______________ Answer______________ (c) 19 [2] [2] Find the highest comm on factor (HCF) of 72 and 108 Susan puts ? 1700 in her bank account at 4. 2% simple interest each year. Calculate the total amount in her bank account after 3 years. Answer ? ________________ 36 [3] 0 (a) Expand and simplify 4(2 – 3x) + 3(x + 4) Answer________________ Answer________________ [2] Answer x =________________ (b) [2] [3] Answer________________ [2] Expand x ( x 2 – 6) (c) Solve for x 7x + 18 = 2(x – 6) 21 (a) ? A regular polygon has an exterior angle of 18 Find the number of sides in the polygon. 37 (b) The diagram shows a play tent in the shape of a triangular prism. Calculate the volume of the tent. Answer_____________________cm3 38 [6] 22 A teacher recorded the number of hours 50 students used the internet over a 7 day period. The information is shown in the table below. Number of Hours 0? h

Hindu Religion

HINDU RELIGION Dennis E. Leber Axia College RELIGIONS OF THE WORLD (AXIA) HUM/130 NAOMI DOUMBIA AUG 14, 2007 The Hindu religion The Hindu religion is strongly dependent on the Hindu philosophy and in addition, has inculcated a lot of rituals and practices. The Hindu religion has 333 million gods; this is because the Hindu philosophy believes that every human being is God himself. This acceptance of the multiplicity of the Supreme Being in many forms is the hallmark of the Hindu religion. The Hindu religion is also very assimilative and has accepted many faiths into it. The Hindu religion also allows religious freedom and does not enforce the edicts of the religion on anyone. In fact, Hinduism teaches that a person, in order to attain liberation from the worldly bondage, must select the religion that he is comfortable in. Hence, it accepts the existence of all other religions as a means to realize God. The Hindu religion like other religions also believes in the battle between the good and the evil although at a lower level of existence. The religion preaches that man must advance himself through successive levels of knowledge in his quest for the final truth. Hence, the concept of the Devas, or the good deities and the Asuras, the demoniac characters are very important in the Hindu traditions. Many folklores revolve around the battles between the Devas and the Asuras. The important Godheads in the Hindu tradition are Brahma, Vishnu and Siva who correspond with the three ‘Gunas' or qualities of Satva (pureness), Rajas(action), and Tamas(darkness and inactivity). Man is a mixture of the three gunas and the inherent nature of a person will depend on the predominance of the three gunas in him. The Hindu Social Life The Hindu social life is caste based, which was originally devised for the division of labor. Hence the Hindu society has the Brahmins, the highest class who performs rituals and is supposed to be the most educated in terms of religion. Then comes the Kshatriyas who are the warrior and ruling class. Following them in importance comes the Vaishyas, who are the business class. Last comes the Shudras who serve the upper class. People who do not come in these four classes were previously classified as the untouchables who had to do menial jobs in the society and were looked down upon. Women were given important position in the family even though her importance in public affairs was greatly curtailed during the later years of Hindu history The Hindu way of life has many beliefs that were perhaps a means that offered social balance in the society. For example, the norm of sacrifice and the mandatory rules on feeding others helped to provide food for the needy. Similarly, the social practices were seen as the physical manifestations of the philosophical edicts that Hinduism preached. For example the practice of sacrifice to the fire is a physical manifestation of the philosophic ritual of giving up everything for the sake of understanding the truth. Similarly, the belief that the confluence of the three rivers Ganga, Yamuna and Saraswathi is holy, is due to the Tantric belief that the meeting point of the three nerve centers in the body awakens the Kundalini, which is the seat of power in the human body. The desire for liberation from earthly existence Dharma is the duty that you have to fulfill in life through your placement. Karma states that you will reap what you sow. And the desire for liberation from earthly existence is achieved through the combination of the two aforementioned methods. Life & death has a cycle. The cycle is wrought with earthly pleasures & pain. Your intention is to be free from materialistic desires because they are temporary. Only the soul is eternal. So by meditating, fulfilling your duties, and by eventually ridding yourself of your karma; you are free to exist as soul and be one with the universe as opposed to continuing the cycle of birth & death. http://en. wikipedia. org/wiki/Hindu drawn from Aug, 2007 Origin of Hinduism, About. com drawn from Aug 2007

Marketing 4 Essay Example | Topics and Well Written Essays - 750 words

Marketing 4 - Essay Example Exporters suffer sometimes by this depreciation. Simply put, it means that the exporters will get lesser returns as compared to what they used to get and this can have an adverse effect on their profitability. This has happened in Colombia also. (Kraul, 2007) Most of the exporters have been affected but none as much as the rose exporters. One reason is that there has been fierce competition from countries such as China, Mexico, Ecuador and the strengthening of the peso has only seriously affected the share of the Colombian rose exporters in the total world trade for this particular commodity. (Ponsi, 2007) There is no doubt that the Colombian peso can be described as being on a â€Å"hot streak† and this is good for national pride and the feel-good factor. (Kraul, 2007) This also greatly helps tourists going to American tourist spots such as Disney World since it means that the Colombians now have more money to spend but for a certain section of the populace like the rose exporters, it has brought serious problems. So serious are these problems that some exporters have been forced to close shop or retrench staff. Many of these staff members are women who had taken loans and who had mortgaged their houses; now with them losing their jobs, they will find it extremely difficult to make both ends meet since a fair amount of their income was going towards repaying their housing loans taken. Rose exporters are now receiving up to forty percent less than what they used to receive about four years ago. Apart from this there has been an increase of the labour and material cost to the tune of another forty percent. As a result of all this, rose exporters’ income has gone down by almost 100 percent as compared to what they used to earn about four years ago. No doubt the U.S.Dollar has declined by about thirty percent against the major world currencies; the decline has been even more against the Third World currencies. This has happened since there has been a big

Ways in Which Ingvar Kamprad is a Manager Essay Example | Topics and Well Written Essays - 500 words

Ways in Which Ingvar Kamprad is a Manager - Essay Example The paper "Ways in Which Ingvar Kamprad is a Manager" analyzes what skills that an individual needs to develop or refine in order to become a leader like Ingvar Kampard, founder of the IKEA business. This paper describes what makes him a great manager and leader, and the nature of followership that Kamprad seems to have encouraged at Ikea. Ingvar Kamprad management abilities are evident in his ability to grow IKEA from small catalog business to a multinational company. It is noteworthy that Kamprad began his business by riding his bicycle throughout the neighborhood, selling matches, pens, and Christmas cards to local residents after which it expanded gradually into a bigger company. Effective use of Resources: Kamprad is not wasteful and he has developed various policies that ensure that limited resources are effectively put into use. Kamprad views wastefulness of resources as an immortal sin in IKEA. This claim can be justified by the fact that he avoids wearing suits, takes the su bway to work, frequents cheap restaurants, flies economy class and drives a ten-year-old Volvo. Effective application of resources in IKEA is also evident when managers are made to share hotel rooms when they travel in addition to using employees as catalog models. Maintaining profitability: Kamprad has developed a hard-core drive for profits and market share that bows to no competitor, anywhere, anytime. The company has been operating profitably in successive financial years stretched over a long period.

IT Evolution in Global Banking Essay Example | Topics and Well Written Essays - 1250 words - 1

IT Evolution in Global Banking - Essay Example so access their bank accounts, withdraw cash, pay bills, get bank statements, deposit cash and even buy products without having to visit their bank branches. Indeed, what technology has facilitated is the reduction of physical conduct between the customer and the banker bringing in a new phenomenon known as virtual banking. Information technology can offer a bank a competitive edge over other banks (Singer, Ross & Avery 2005) The internet invention was the greatest breakthrough for banks in carrying out their transactions with customers (Wanderi 2012). As internet access is enhanced, more and more banks are turning to online banking services. Such services are more convenient to customers and the banker, they also save time and costs and increase efficiency. Banks that do not adopt technology are likely to be unpopular among the customer base. Automated teller machines, television banking, virtual banking, internet banking, mobile banking, online pay bill, mobile commerce, social media payments, credit cards and debit cards are some of the examples of how technology is changing the banking industry (Kendrick 2011). This paper will discuss the evolution of information technology in the banking industry with emphasis on internet banking, growth of e-commerce and virtual banking and new delivery channels such as PC banking, mobile banking and TV banking. The most important concept is the internet. In early years of internet, banks normally used the internet for internal purposes such as publishing of corporate data and offerings. At this time, internet was mainly used in banking as a tool of information dissemination to customers and the general public. This was then followed by banking internet services such as checking account balances online, paying utility bills online and online transfer of funds. Many banks feared transacting over the internet because of the security threats. However, with the growth in software and information technology infrastructure many

Research Methods - past exam paper Assignment Example | Topics and Well Written Essays - 1000 words

Research Methods - past exam paper - Assignment Example He explained that variance process explains the relationship between the dependant and independent variables leading to an outcome while the process theory explains the patterns of events that led to the outcome of an event. Selection bias is the process of selecting group of objects or individuals in a manner so that the selected sample does not represent a particular segment of population. In such a case, the estimated sample would be biased in nature due to random approach of selecting the sample size. Selection bias is likely to occur more commonly as a result of the random sampling method. The given summary statistics could be used to interpret and compare the average scores of the class in the two tests and also comment on the dispersion of the scores from their average scores, the comparison among the highest and lowest scores in those two tests. The mean values suggest that average score for Test2 is more than Test1. The standard deviation shows that more number of students has variation from average score in Test1 as compared to that in Test2. The median suggests that the mid-point score for all students arranged in ascending order for both the tests is same. The 1st quartile shows that the lowest score for the two tests are different while the 3rd quartile shows that highest score is same for both the tests. Analysis of Variance (ANOVA) is a statistical method that could be used to test the relative dispersion among the variables captured by the researcher. As the measurement units are different, the data set may not follow normal distribution. For this reason, ANOVA method would be useful for testing the relative dispersion among variables. Sample distribution is the statistical distribution of a random variable selected from a sample size in a random manner out of the entire population. It is said to be normally distributed when the mean, median, mode are all equal and the

Thought questions 3 Coursework Example | Topics and Well Written Essays - 500 words

Thought questions 3 - Coursework Example The idea of portraying a witch as an old, poor and female was the idea of the Christians to portray the witches as a bad example. They even went to the extreme of portraying them as wrinkled, rugged, and bed-ridden individuals. The idea was to make people dislike the witches as they were portrayed as evil people. In actual sense, witches were of varying ages, and there were young witches who were not poor. Both males and females engaged witchcraft so the portrayal of witches as always being old, poor, and female was inaccurate. Massive outbreak in witch-hunt broke out during the 16th century. During this period, the Christians were undergoing a very important historic reformation known as the Protestant Reformation. Christians had previously hunted witches, but the Reformation seems to have contributed to the mind attribute that placed the devil in a manageable perspective. The reformation had somehow managed to create a link and a perception to relate witchcraft and the devil, which justified the execution of witches. Eighty percent of witch-hunt victims were women most of whom were single. They were also between ages 45 years and 65 years. Most of them were at the bottom in the social status, nearly 80 percent. Most of them were disliked, quarrelsome and poor. Initially, witches were tried using the accusatory justice where they were presumed guilty until proved otherwise. The Christians latter popularized another system, inquisitorial type of justice where the defendant was innocent until proved otherwise. This method required that the one convicted of witchcraft give a confession. This was latter altered, and torture was included to obtain a confession from the accused witches. Free and voluntary confession by the suspected person of the crime made, examination and subsequent accusations were a ground of conviction. Another criterion was the affirmation of two credible persons under oath that they had witnessed the accused doing

The recent developments in the business environment Essay

The recent developments in the business environment - Essay Example The main motivation for mass marketing is the huge profit prospect created economies of scale. Starting from the strategy of competing on prices, companies have shifted to the focus on adding customer value by enhancing product quality. Recognizing the uniqueness of each of the segment of market segment, niche, and individual customers companies have embarked on target marketing. As opposed to mass marketing, target marketing focuses on serving a specific and identified target market. Instead of going after everyone, customers choose the most lucrative sector to cater to and use all of its resources in order to satisfy the needs and wants of these customers. From its humble beginnings Wal-Mart has become one of the most successful and biggest retailers in the world. What is very interesting about the company is its firm adherence in mass marketing as a strategy in the attainment of its organizational goals. Since its inception, the company is stuck to the principle in competing through a low pricing strategy. Following this, the company leverages on its ability to reap huge economies of scale through the large volume of sales. However, with the evolution of a hypercompetitive business environment characterized by the presence of higher customer bargaining and more aggressive competition on product quality (Kotler & Armstrong 2001) industry experts note that Wal-mart should leave mass marketing and focus on launching specific strategies aimed at each segment that it serves including Blacks, the Affluent, Empty Nesters, Hispanics, Suburbanites, and Rural Residents. Recognizing the importance of cultivating relationship marketing and the significance of considering the unique needs of each segment, this paper strongly recommends that Wal-mart embark on a target marketing approach. It should be noted that the more competitive nature of the retail industry dictates that each player pursue a harmonious and lasting relationship with its buyers by adding the value that they require. Thus, Wal-mart should step out from serving the broad anonymous crowd and start selling to each segment (Bianco 2004). It is recommended that the company does this by utilizing market penetration and product development. Recognizing that the product offered by Wal-Mart appeals to the working and bargain hunting customers, it is deemed most appropriate if the company looks into the possibility of serving the upscale segment by offering a new set of products which appeals to this demographics. Aside from this, the company can also opt to stand out from the crowd by improvin g on the other aspects of retailing such as merchandising, add-on services, and ambiance. Wal-Mart has long appealed to Blacks, Hispanics, and Rural Residents because of its price appeal. Having the capability of charging rock bottom prices because of economies of scale, Wal-mart has become prominent to this market. However, the proliferation of retailers who are taking efforts of targeting these markets somehow hurt the sales of the giant retailer. Thus, it is recommended that Wal-mart looks into penetrating these segments by offering more beverage and food products which are culturally appealing to Blacks and Hispanics. In order to cater

Research Methods Assignment Example | Topics and Well Written Essays - 2000 words - 1

Research Methods - Assignment Example This paper is an evaluation of an article by Belon et al.,(2007) discussing research methodology and implications for research in homeopathy. Groundwater arsenic contamination poses a great risk to millions of people worldwide. Since supply of arsenic free water is inadequate, a pilot study was conducted to determine if homeopathic remedies Arsenicum Album 30 and Arsenicum Album 200 have beneficial effects on a random population of Ghetugachi and Dakshin Panchpota, which are arsenic contaminated villages (Khuda-Buksh et al.,2005). Improvement in their general health as well as blood toxicity levels was observed on administration of homeopathic therapies (Milazzo, et al., 2006). However, during the investigation, the volunteers were strictly advised to refrain from taking arsenic contaminated water. This created doubt as to whether the changes observed were due to the homeopathic remedies or intake of the arsenic free water (Moffett et al., 2006). Therefore the present study by Belon et al,.(2007), was organised in an arsenic-contaminated village where arsenic free drinking water was unavailable. The parameters used in the study are either directly or indirectly implicated to the development of hapato-toxicity, and are important toxicity biomarkers. A hepato-toxic change is a primary feature associated with chronic arsenic poisoning and can lead to modulation of lipid peroxidation (LPO), which is associated with tissue damage and necrosis. 39 subjects comprising of 20 males and 19 females, showing no initial signs or symptoms of arsenic poisoning from the village of Dasdiya which has been recently marked as an arsenic-contaminated village, in Haringhata block under Nadia District, West Bengal volunteered by signing a consent form. Nevertheless, initially some participants were initially reluctant. The volunteers represented a subset of the population making Belon’s procedure convenient. It may be costly for an entire population to participate in a

Modern society is too dependent on technology Essay

Modern society is too dependent on technology - Essay Example Mass media which involve a great deal of technology has become part of what the modern society feeds on daily. Certainly our day today living is greatly impacted by technology. One key question that this paper seeks to respond to pertains to how dependable is technology to modern society. It is widely accepted that technology has been employed in various field for purposes of achieving efficiency. One such technology is the internet technology. It is indisputable that mass media (computer technologies, internet and phones) are the day today technologies that individuals interact with. Certainly, media technology is central to all other technologies and acts as a link. This thus implies that when addressing the subject of influence of technology on the society one cannot sideline the three mentioned above. However, this does not disregard other technologies such as marine technology, airlines technology, and military technology alongside other technological field. On a larger scale, internet serves various functions including but not limited to businesses transactions, advertisements, social networking and education, among other activities. Computer technologies started gaining popularity in 1970s. Increasing popularity of mass media and related technologies (Faithi & Marun, 2010) has made these developments correlated with a changes in the behaviors and habits of the generation today. The most affected generation has been the youths whose delinquency has been increasing across the globe, because the popularity of mass media. Education performance has also been made better or worsened (Kilburn, 2009) following the increased online education and social media. Mass media has been accompanied by various forms of entertainment that affect the young generation and for one to claim he or she is dancing to the tune of modernity, he or she must be seen to impress this technology. Soup Operas,

Frankenstein and Monster Essay Example for Free

Frankenstein and Monster Essay In the society we live in, it is apparent that we as humans have a sense of power over all other living species. We have the ability to house-train a cat, teach a dog to guide the blind, or kill a rabid animal if we feel threatened. It is our ability to think and act upon our thoughts after deliberation that allows to us to rein over the animal world. In Frankenstein by Mary Shelley, Shelley examines how being human correlates directly with division of power in society by delineating the physical and emotional interactions between both Frankenstein and the monster throughout the novel. At the start of the book, Shelley depicts Doctor Victor Frankenstein as a human figure who is able to control his creation’s future. However, as time passes, Frankenstein becomes increasingly inhumane and his sanity is threatened along with his ability to dominate the monster’s life. As Frankenstein is losing his sense of humanity and control, the monster is gaining both. Though he starts off a powerless, unrefined brute, as the novel progresses the creature adopts a few human tendencies and gradually gains the ability to control his own creator’s future with his actions. Thus throughout the novel it becomes clear, when each character is in their most human state, they hold the most power over the other. During the two characters’ initial encounter with each other, Shelley depicts Frankenstein as having complete power over the monster’s future. The night Frankenstein â€Å"[beholds] the accomplishment of [his] toils† (43), he describes the moments leading up to the monster’s birth: â€Å"†¦ I collected the instruments of life around me, that I might infuse a spark of being into the lifeless thing that lay at my feet† (43). This single line demonstrates the ultimate power Frankenstein has over his creation at that point in time. He alone has the ability to instill life into the inanimate creature lying before him. In addition, Frankenstein’s elevated cognitive capability, which he has because he is human, allows him to create the monster in the first place. His ability to read, understand, process, and apply knowledge he has learned in the past, as well his capacity to experience emotions such as desire and attachment puts him at a great advantage over the monster who, initially, could not â€Å"learn to distinguish between the operations of [his] various senses† (90). Because Frankenstein is human and has the power of knowledge, he is able to create the monster as well as decide whether it lives or not. Though he has the ability to bring his creature to life, Frankenstein’s unchallenged dominance over his creation is immediately threatened once the monster awakens. As soon as the creature opens his eyes, Frankenstein describes his feelings about the atrocious being. â€Å"I had worked hard for nearly two years, for the sole purpose of infusing life into an inanimate body†(43), he recounts. This instant reaction of abhorrence to the newly living ‘thing’ demonstrates that the monster does have influence on Frankenstein’s emotions and, thus, a minor form of control over the doctor’s being. Though the monster begins to leave an imprint on Frankenstein, it is still evident that Frankenstein has a decisive role on how the monster grows and functions in the world. As the creator, Frankenstein is theoretically obliged to â€Å"owe [the monster] all the portion of happiness that [is] in [his] power to bestow† (135), but he does not fulfill that obligation. Instead, he begins his relationship with the brute with no affection. After dismissing the creature with absolute horror, Frankenstein flees his home trying â€Å"to avoid the wretch whom [he] fear[s] every turning of the street would present† (45). When he eventually returns home, his ‘apartment [is] empty and [his] bedroom [is] also freed from its hideous guest† (45). The actions Frankenstein takes by trying to stay away from his creation demonstrate the hate and lack of humanity he has for the creature. This directly influences the way the monster begins his life in the real world. Had Frankenstein taken care of his ‘child’, the monster may have become acclimatized with society instead of living as a â€Å"hideous monster† (131) or a â€Å"filthy mass that moved and talked† (136). After the monster is abandoned by his creator, he is left to fend for himself. As he adopts human tendencies such as learning to discern his emotions and developing the ability to speak the human language, French, he learns to live life on his own. Not only do the monster’s new-found emotions and ability to communicate make him capable of living alone, but the progression of his rational thinking process also demonstrates his humanness and competence. Before introducing himself to De Lacey’s family, he first thinks of the consequences of an illiterate, dumb monster. â€Å"Although I eagerly longed to discover myself to the cottagers, I ought not to make the attempt until I had first become a master of their language† (101), the monster recounts. This notion of a rational thinking process is unique to humans and necessary to a happy survival. The monster’s new found capabilities prove he can live without his creator and thus, while the monster gains control over his own life, Frankenstein further loses his ability to control the creature, as he is no longer needed for the monster to live. When the monster, fueled by his recently acquired ability to seek revenge, strangles William, Frankenstein’s sanity and humanity begins to crumble and his power over the monster disappears. Frankenstein’s controlled nature deteriorates when he has a gut feeling it is the monster who killed William rather than Justine, as â€Å"nothing in a human shape could have destroyed that fair child† (63). He cannot tell anyone the truth because no one else knows of Frankenstein’s experiment and he is afraid they will think him a mad man. This inability to share his thoughts and feelings causes him to go into a guilty frenzy because he blames the deaths on himself: â€Å"Thus spoke my prophetic soul, as, torn by remorse, horror and despair, I beheld those I loved spend vain sorrow upon the graves of William and Justine, the first hapless victims to my unhallowed arts† (119). This line captures the vulnerability Frankenstein experiences as well as the immense control the monster is gaining over Frankenstein’s emotions. By killing a single person, Shelley shows that the monster is able to distort both Frankenstein’s mental well-being and cause him to go into a mild, inhumane frenzy. As the story progresses, Shelley depicts the gradual deterioration of Frankenstein’s health and loss of power over his creation. The doctor loses complete influence over his monster after he refuses to make a female version of the brute. Before this point, Frankenstein still kept a sliver of control over the creature’s future because if he created the female, the monster would â€Å"go to the vast wilds of South America† and neither Frankenstein â€Å"nor any other human being shall see [them] again† (135). Once Frankenstein destroys his plans for the partner, however, the monster launches into a fit of rage: â€Å"Remember that I have power; you believe yourself miserable, but I can make you so wretched that the light of day will be hateful to you. You are my creator, but I am your master; obey!† (157). It is here that the monster’s fury fueled words illustrate the true nature of the relationship between the creature and his creator; that though Frankenstein initially had the ability to create the monster, the monster grew to be aware of his own superiority. He realized that his physical stature, along with his acquired human-like mental strength, allowed him to control both his own and Frankenstein’s ability to be happy and healthy. Once the monster takes away all of Frankenstein’s happiness by murdering the doctor’s loved ones, Frankenstein loses complete control over himself, becomes entirely inhumane, vowing to murder the monster. The doctor looses all sense of rational thinking and revenge is the only desire that keeps Frankenstein alive throughout the last pages of the novel. He â€Å"dared not die and leave his adversary in being† (192). This notion of solely living for another being establishes the fact that the monster does in fact have ultimate domination over all of his creator’s feelings and actions. As the monster, throughout the duration of the novel, has gained the ability to understand, process, and apply knowledge, he realizes he is the only aspect of his creator’s life that Frankenstein is living for. Thus, the monster has the option to keep Frankenstein alive by leaving a path of bread crumbs for his creator or to let him die with no trace of his creation. Hence, the novel comes full circle. At the start of the book, Frankenstein has the ultimate decision to give life to his creature or to leave him as a jumble of body parts. However by the end, the characters reverse the dominance in the relationship, and it becomes clear that the creature has the ability to keep his creator alive or leave him for death. By detailing the deterioration of Frankenstein’s humanity, while showing the monster’s acquisition of human characteristics, Shelley is able to demonstrate how being human allows for one to have power over another. Being able to rationally process and comprehend information, as well as reason with certain ideas, are unique qualities we as humans possess that put us at an advantage over other species and ultimately put the monster dominance over Frankenstein.

British Heart Foundation Organisational Analysis

British Heart Foundation Organisational Analysis The British Heart Foundation is a not-for-profit organisation. We are the UKs largest heart charity (the fifth largest charity in the UK), fighting heart and circulatory disease. Largest funder of research into heart disease in UK. Founded in 1961 Our head office is based in London and there are six regional offices. Employ 1807 staff. Heart and circulatory disease the UKs biggest killer 2.6 million people in UK living with heart disease. Income year ending March 2008 was nearly  £117 million Fund research, education/campaigns raising awareness, life-saving cardiac equipment and through BHF heart nurses, they help support patients suffering from heart disease. BHF has B2B customers, working in partnership with organisations such as Colgate, HSBC, Lloyds TSB, Weight Watchers and Scottish and Southern Energy. However, this study will focus on BHFs B2C customers. Number of SBUs trading, Events, VFR, Legacies, Prevention and Care therefore serving multiple customer segments. BHFs target audiences include Heart patients, at-risk groups, health professionals, and children and parents. As with most charities, those donating money, time and support to the BHF are typically 45 plus, ABC12s. 1.2 BHFs Philosophy The philosophy of an organisation refers to its business approach, it is the principles that underlie its whole operation; the philosophy is what guides the organisation. Organisations may operate under one of three philosophies; they may be product, sales or market oriented (Lancaster and Reynolds, 2005). A product oriented organisation focuses on their existing products, their goal being to produce them as efficiently as possible. There is little, if any, consideration of the needs and wants of their customers or the market. A sales-oriented organisation, although recognising their competition, still devotes little in the way of considering the needs and wants of their customers. The sales-persons role is key and their goals are typically short-term with success being measured in terms of sales (Lancaster and Reynolds, 2005). A market-oriented organisation holds the customer at the centre of all its activities. In contrast to the sales orientation, where marketing is likely to be restricted to a marketing department, the marketing-oriented philosophy is one that permeates the whole organisation; every department recognises the central importance of the customer. There is an emphasis on understanding their target audiences; identifying their needs and satisfying them. (Lancaster and Reynolds, 2005). Products and services are developed with the target audience in mind, in fact extensive research into the customer needs and market conditions is conducted to inform the development. Andreasen and Kotler (p38, 2007) Marketing orientation means marketing planning must begin with the target audience, not with the organization The BHF follows a market oriented philosophy, Target audiences are a central focus of the organisation; the organisation only exists as a result of their audience. The focus on their customers is demonstrated not only by their current strategy to make the organisation more relevant to target audiences, but also by their corporate objectives (see appendix 1), which are customer focused; based on fulfilling their needs and attaining a high standard service. The organisation is dedicated to instilling the market-approach organisation-wide, for example internal marketing workshops are frequently held, aimed at the non-marketing departments. Lancaster and Reynolds (2007) claim that to achieve their corporate objectives, the market oriented company must recognise that they do not exist in a vacuum; rather, the external environment is dynamic and constantly changing. Whilst it is essential to identify and anticipate the needs and wants of their target markets, and know how best to respond to these with the most efficient use of the resources available to them, it is important that this is done within the context of their ever-changing external environment and the opportunities and threats it poses. Therefore, for a market-oriented organisation such as the BHF, the role the marketing plan plays is a crucial one. It operationalises the organisations philosophy and ensures the organisation actually is market-oriented and provides a route the organisation can follow to ensure this. As mentioned in 1.1 the marketing plan requires a great deal of research scanning the environment and aiming to meet the customer needs and wants (Beamish and Ashford, 2008). The role of marketing information and research in conducting and analysing the marketing audit The Role of Marketing Information and Research In order for an organisation to operate a market orientation and remain customer-focused, information and research is essential. When undertaken properly it can provide a thorough understanding of target audiences and the micro and macro markets. The findings guide the direction of the marketing plan and with the right information and research subsequent decisions will be informed ones and it will be possible to make more realistic future predictions. Failing to gather data and research poses serious risks; without it an organisation is effectively operating in a vacuum, future decisions are uniformed and there is no customer focus. (Beamish and Ashford, 2008). Collecting Marketing Information There are two ways of collecting marketing information; secondary and primary. Secondary data is information collected for a purpose other than for the current research. External sources of secondary data include third party databases such as keynote and mintel, government statistics, national and trade press and the internet. In addition, there are also a number of internal sources of secondary data, for example a Customer Relations Management (CRM) database providing demographic (age, gender, address, occupation) and lifestyle data (where, what, when and how they buy, how much they spend, religion). Other internal sources include customer complaints, sales reports, personnel, information on their products and services, prices, retailers, internal training of staff, marketing budget/spend, communications spend and results of previous market research studies. Much of this data may be held on a central database The Marketing Information System (MkIS), this can provide substantial inf ormation, fulfilling some research needs, however to obtain bespoke, targeted information to fulfil all research needs primary data is necessary (Taghian and Shaw, 1998) Primary data is data bespoke to the research project. It allows for a more detailed analysis specific to the organization. External sources of primary data interviews, focus groups and surveys. Internal data can be gathered through interviews with staff. Conducting Research within BHF Secondary: OneCRM Third party databases Subscribes to specialist magazines such as ThirdSector, Marketing Week and PR Week Information on external environment. Primary: Recognises importance of bespoke research uses external agencies (FIND NAME RESEARCH NOTES!!). Important to note that there are only 2 other chest and heart charities in CAF top 500, third party data therefore often only relates to charity or health charity sector, not very specific. Use surveys and focus groups. 2.4 Conducting and Analysing the Marketing Audit Environmental scanning is necessary to conduct a detailed marketing audit; it requires both primary and secondary information on both the internal and external environment. To analyse the internal environment we need to consider: Product, Price, Place, Promotion, People, Process and Physical Evidence (7Ps) and Staff, Style, Shared Values, Systems, Structure, Strategy and Skills (7Ss). This data is specific to the organisation and therefore internal sources such as sales reports, CRM databases, staff interviews, internal observations and staff intranet are used. To analyse the external environment we need to consider factors such as political, economical, social, technological, environmental and legal (PESTEL) as well as suppliers, publics, intermediaries, customers and competitors (SPICC). This requires information sources such as third party reports, newspapers, trade magazines such as ThirdSector, focus groups, surveys and interviews of existing and potential volunteers/beneficiaries/supporters. Marketing audit and their key issues and their implications for the plan 3.1 The Marketing Audit The Internal Environment This refers to those factors the organisation has full control over. To identify the strengths and weaknesses of BHFs internal environment the 7Ps marketing mix and McKinseys 7Ss framework were used (appendix 2). These consider 14 elements such as product, price, place, promotion, strategy, structure staff and skills. In addition there are also models that can be used to help analyse certain elements, for example the BCG matrix (appendix 2) and value chain analysis. The Micro Environment To help identify the opportunities and threats that exist within BHFs micro environment the SPICC model was used (appendix 3), which considers 5 factors an organisation has partial control over; suppliers, publics, intermediaries, customers and competitors. To help analyse these factors the Product Life Cycle, Porters Five Forces model (appendix 3) and the Value Systems Analysis can be used. The Macro Environment An organisation has no control over influences within the external environment, however it is important to scan the environment in order to identify the opportunities and threats that may exist and to make informed decisions to prepare for them. When scanning BHFs external environment the PESTEL model was used (appendix 3), this categorises the forces into political, economical, social, technological, ecological and legal. Having analysed the internal and external environment a SWOT analysis can be conducted (figure 2), whereby the key strengths and weakness of the BHF and the opportunities and threats facing them are identified. Bringing together the strengths and weaknesses enables the identification of BHFs core strengths; their distinctive competencies (DCs), and from the opportunities and threats their critical success factors (CSFs) can be identified. CSFs Little direct competition. Many customers with a link to the cause. Media attention surrounding issues BHF tackle. Large prospect market. THREATS The credit crunch: decreased disposable income, corporate donations, legacies (accounts for 40% BHFs income). Direct Marketing not as effective as it used to be for charities (not seeing a return on investment). Hard to obtain the details of new people. More health and medicine charities than any other type, therefore a lot of competition especially as many tackle similar issues e.g. smoking, obesity. Many people find it embarrassing and give socially desirable answers when discussing issues such as obesity and exercise, i.e. issues the BHF deal with research unreliable. Governments Digital Britain Initiative could leave the BHF looking out-of-date. OPPORTUNITIES Many customers have a link with the cause potential to engage with our audiences more directly and build long-term relationships. There is a large prospect youth market opportunity to increase revenue and market share. Little direct competition, one of just 3 heart charities in top 500 opportunity to maximise differentiation. Companies are placing more importance on Corporate Social Responsibility provides more B2B opportunities. More media attention surrounding the issues BHF tackles such as food labelling and obesity raises profile. Governments Change4Life campaign has given BHF exposure. WEAKNESSES Lack of perceived relevance to the target audience hard for them to engage with BHF. Many generic products that arent customer friendly. Website is hard to navigate much information available, but buried under links. Low staff turnover lack of fresh ideas and perspectives in the organisation. Staff close to or highly driven by the cause find it hard to see general public perception. Regional offices developing their own structure, meaning BHF messages may appear inconsistent on a national level. STRENGTHS Strong and trusted brand. Market leader (number 1 heart charity in UK) Large integrated CRM large pool of customer data Highly motivated -dedicated and driven by cause. Recently launched large multi media campaign Connections increased awareness. Strong demand/need heart disease is the biggest UK killer. A number of large corporate sponsors give access to large audiences. Many professionals working for BHF high calibre and solid knowledge base. DCs A strong, trusted brand. Large CRM database. Strong demand. Large corporate sponsors. 3.2 Key issues faced by the BHF and their implications for the plan The SWOT analysis highlights the key issues now faced by the BHF, these are shown below: Key issues the BHF faces and their implications to the marketing plan. Key Issue Implications to the Marketing Plan Credit Crunch reduction in disposable income, therefore less donations slump in the housing market, therefore reduction in legacies reduction in corporate donations Income reduced therefore a tighter budget need to generate alternative, cost-efficient ways of raising funds go for low risk options such as building on existing relationships rather than investing a lot of resources trying to make new contacts. Increasing competition from other health charities. BHF needs to maximise their advantage of having little direct competition and emphasise their differentiation by highlighting unique aspects of the BHFs work rather than those that are similar to other charities and make it relevant to target audiences. Direct Marketing no longer an effective communication media for charities. Need to use alternative communication media that are equally accountable yet more effective possibly making more use of new media. Large prospect market. Targeting this market will require a great deal of resources, however in the short term; given the economic climate it is perhaps not the best time to try to enter this market. It is a great opportunity that should be should be considered in the long-term. Very high priority given to cost savings and operational efficiency, even more so due to the recession often results in generic products (Bruce, 2007). Need to optimise the use of the OneCRM database and increase product customisation. The Digital Britain Initiative is set to secure the UKs place at the forefront of innovationà ¢Ã¢â€š ¬Ã‚ ¦and quality in the digital communications industries rapid development could leave the BHF behind. Plan needs to make better use of new media, possibly going out of the BHFs comfort zone. Having conducted the SWOT analysis and considered the key issues, the BHF is now in a better position to set their objectives and determine their strategy. Referring back to figure 2, the DCs are well supported by the CSFs; there is a good match. Therefore we can afford to set higher level marketing objectives (discussed in section 4.1). This creates a gap, identified through gap analysis, between the initial forecast (where we will be if we continue to do nothing) and the new objectives. Taking the SWOT analysis into consideration I believe this gap can be bridged through establishing a product development growth strategy, this is a moderate risk strategy, which the match of the DCs and CSFs supports. The BHF will also operate a differentiation competitive strategy (appendix 4); we need to emphasise our unique selling point amongst all the other health charities. Although, other product lines may also contribute in closing the planning gap, the remainder of this plan will focus on the BHFs new product. Task 02 Red for heart campaign London to Brighton Bike Ride New Product B2B Corporate Partnerships World Events Regional Events Sponsored School Events SBU Marketing Marketing Objectives for the BHFs New Product The BHFs New Product The BHF will launch a B2C membership service that will allow them to engage directly with a large audience and encourage the development of long term relationships. Members will receive information on how to improve their heart health. Upon registering the member will receive a welcome pack containing a heart risk tape measure, a guide to heart health, a 5-a-day food diary, a heart matters fact card and a membership card. They will also receive access to the heart matters helpline, receive email alerts tailored to their needs (healthy eating, getting active, quitting smoking and well being) and will have an online account with a homepage that is regularly updated according to their stated interests upon sign up. Their membership will also provide them with special commercial offers. This is a free service because it is a belief of the BHF that heart health information should be available to all. 4.2 Marketing objectives for the BHFs Heart Matters membership service There is a hierarchy of objectives with three levels; corporate, functional and operational. At the corporate level they start off more general and are long-term and get more specific the closer the planning activity gets to the tactical implementation stage (p23 Robert et al, 2005). Corporate objectives are often expressed in financial terms, for example referring to return on investment (ROI) and return on capital employed (ROCE) (Beamish and Ashford, 2008). However, for many not-for-profit organisations, including BHF, although still long-term, they can be much harder to measure. They are typically based on the needs of the beneficiaries, now and for the future. [They] set out the direction of the organisation; they are a statement of its prioritiesà ¢Ã¢â€š ¬Ã‚ ¦Everything the organisation does should be related back to a [corporate] goal (accessed on 10/04/09 10.30 at http://www.ncvo-vol.org.uk/index.asp?id=488) Functional objectives are more specific than corporate objectives, often medium term referring to percentage increase in sales or market share. These then feed down to the operational objectives that are short-term and much more specific based on the 7Ps marketing mix, for example to offer a 10% discount for 2 weeks. Therefore when setting the marketing objectives for Heart Matters, they should support the corporate objectives as well as reflecting the close match between the DCs and CSFs. With regards to Heart Matters, the BHF have three options. The first is to take the view that the BHF is doing a lot of work directly related to their corporate objectives, therefore Heart Matters should be all about raising funds to help finance this work. The second is that Heart Matters should primarily focus on the need of the beneficiaries, the third is a middle-of-the-road option, whereby the need is addressed to a certain extent, but the service must be self-financing. We believe Heart Matters should initially be about addressing the need of the beneficiaries as this would provide the best opportunity to reach and engage with a wider audience. Keeping in mind the objectives should be SMART (specific, measurable, attainable, realistic and time bound) the marketing objectives for Heart Matters are as follows: Marketing objectives for Heart Matters Membership Service Objectives To recruit over 300,000 members, with less than 7% annual attrition by 2012. This helps support the BHFs objective to provide vital information to help people reduce their own heart health risk once recruited, members will have access to heart health information to help improve their heart health. Hitting this target would indicate increased engagement with supporters. For 20% of donors to make a donation by 2012. 30% of the general population donate to charity; however, this may be skewed (as heart conditions are more prevalent in low income areas). This supports all objectives, as funds raised are invested in helping achieve BHFs objectives. For example, to achieve objective 1 (appendix 1) the BHF will provide funding, equipment and facilities to achieve the best results. Therefore, funds raised will support this. For 40% of members recruited to have engaged with another BHF product/service by 2012 e.g. to have participated in an event, donated, made a purchase from the online shop or catalogue. This serves to increase public involvement in heart health, to help achieve objective 2 (appendix 1). Achieving this target would indicate an increased understanding of the work BHF does and an increased involvement of BHF supporters. 5. Segmentation, Targeting and Positioning of Heart Matters. 5.1 Segmentation Customers are very diverse; therefore the same product and tactics will not appeal to all of them. We need to use segmentation; the process of dividing the market into specific groups of consumers/buyers who share common needs and who might require separate products and/or marketing mixes (Kotler, 1998 as cited in Ashford and Beamish, 2008). B2B and B2C markets each require different techniques to do this, as Heart Matters is a B2C product consumer segmentation will be used. Consumer markets can be segmented based on the following criteria: Geographic segmentation is based on variables such as region, population density and size of the area. Demographic segmentation uses variables such as age, gender, income, occupation, ethnicity and social class. Geo-demographic segmentation is a combination of the above, assumes that people either socialise according to class and occupation, or their lifestyles and geographic factors (Ashford and Beamish, 2008). ACORN (A Classification of Residential Neighbourhoods) is a system commonly used to segment the population according to geo-demographics. Psychographic segmentation groups according to lifestyle using variables such as social activities, interests, opinions and values. Behaviouristic segmentation refers to customer behaviour, segmenting based on variables such as benefits sought, purchasing rate and usage rate. Segmentation for the BHF differs depending upon whether the market to be segmented is donor or beneficiary. When segmenting the donor market, all of the above criteria are important, however when segmenting the beneficiary market, behaviourist segmentation will typically be given priority (Bruce, 2007). There will be 2 main phases to Heart Matters; the first will target beneficiaries. Upon recruitment of the target beneficiary groups the product will move into its second phase, to raise donations, therefore the target beneficiary groups will be further segmented and new target groups identified (for example this will determine those members receiving a  £5 donation ask and those receiving a  £15 one) . This report will focus on phase 1, therefore segmentation will be specific to the BHFs beneficiary market (for further information on phase 2, please refer to appendix 5. As previously mentioned, the BHF gives priority to behaviourist segmentation when segmenting their beneficiary markets. Potential segments Heart Matters could target include: Seeking help recovering from a heart condition Seeking help living with a heart condition Seeking information on caring for someone with a heat condition Desire to improve their lifestyle Desire to improve their diet Frequent user of BHF products/services Infrequent user of BHF product/services Use products and services from a variety of health charities Loyal to an alternative health charity Although behaviourist variables form the basis of segmentation, further segmentation is necessary as within these groups there are still huge differences from one customer to the next. Further, given limited resources it may not be possible to serve everyone within a particular needs group. The BHF also use the other criteria to identify additional segments: Geography: The BHF is a nation-wide organisation, however they segment according to Densely populated areas Large metropolitan areas Areas of low income Demographics: Parents educate about keeping their childrens hearts healthy 65+ higher risk of heart disease, inform on how to reduce risk 30-45 leading busy lives, but still have a chance to make a change 7-16 to educate about the importance of keeping their heart healthy Sedentary occupation High stress occupation Geo-demographic: Segment into different ACORN groups all of which are within the BHFs beneficiary market as heart health information should be made available to everyone. The market is segmented according to ACORN group as solutions and recommendations may differ depending on income and social class, for example EF14 category affordable healthy recipes, gym-free ways of keeping fit. Psychographics: Internet-savvy Dependents Families Older couples (no children or left home) Gym Members 5.2 Target audience for Heart Matters The marketing of Heart Matters will follow a differentiated strategy, that is Heart Matters will only be targeted at certain segments of the total market and the marketing mix (section 6) will be tailored towards these target segments of the market. Figure 4 below shows the target groups chosen for Heart Matters Membership. Recovering/living with heart conditionhigh risk Glasgow and London Age 50+ Behaviour Geographic Demographic Target groups for Heart Matters Target Group Reason for Choice Recovering/living with a heart condition and high risk groups. This is a large market; heart and circulatory disease is the UKs biggest killer, almost 2.6 million people are living with heart disease. It is a current strategy of the BHF to make the organisation more relevant to target audiences; this is a large audience where the need is currently greatest and it is important to ensure the BHF is made relevant to them. These are issues that are unique to the BHF, no other large charity tackles them targeting this group provides an opportunity to highlight the BHFs differentiation. Glasgow and London As this is a new product, and one which is free it will initially be launched into just 2 cities, this is to reduce the risk involved. Densely populated cities give a wider market reach. Glasgow has been chosen as there is a high concentration of heart disease, London has been chosen as people living here tend to have a faster pace of life, encouraging them to be unhealthy. Initial rates of membership registration of the two cities may give an indication of where to roll the membership out to. Age 50+ Heart disease is more common and risk is greater in older people. Further, a survey under-taken by one of our corporate sponsors Fitness-First revealed that of all age groups the over 50s showed the greatest percentage eating healthily, this indicates a large market that would be receptive to health-related information. In addition, this is the baby-boomer generation, a large percentage of which are wealthy home owners may provide significant fundraising opportunities in phase 2. 5.3 Positioning Heart Matters Having selected the target segments, it is important the service is then positioned with their needs and requirements in mind. Positioning is the act of designing an offer so that it occupies a distinct and valued place in the minds of target customers (Kotler et al, 1998). The target segments are likely to have concerns, it is therefore important the service is positioned as reassuring. However, we do not want to be patronising and compromise our brand, the service tackles serious issues so needs to be positioned as a provider of expert advice. Each customer treated as an individual, we wish the service to be viewed as providing customised, not generic information. Figure 4 below shows how we would like our target audiences to perceive our service. Customised Reassuring Expert, trusted advice Generic Inaccessible Amateur advice Depressing Accessible Perceptual Map for Heart Matters Marketing mix for the BHFs Heart Matters Membership Service Strategy Justification Product USP (Unique Selling Point) Core product: USP no other charity provides information and advice specific to living with and recovering from a heart condition. Supports our competitive differentiation strategy. Secondary and tertiary product: Carbon Copy many other charities provide free membership services offering newsletters, free calendars, membership cards etc (appendix 4) Price Intermediate strategy, in terms of the value the customer will place on the product. This supports our quality of information positioning and selective marketing strategy. Heart Matters core product has a USP; however we want it to be available to everyone within our target market, not just a specialist group, so therefore skimming is not applicable. Price penetration is also not applicable as this is a strategy typically used for lower quality, carbon copies therefore does not support our quality of information positioning strategy. In addition we do not want to target everyone within the beneficiary market; this is a new product, do not want to appear low quality and generic, the intermediary price strategy supports this. Place Dual distribution use both direct and indirect (via intermediaries) distribution to the customer. Selective Distribution Interdependence BHF retains full control. Dual distribution: the core product will only be distributed directly, this is essential to support the expert positioning and give the BHF full control over the service. Indirect distribution of the core product may confuse customers and fail to relate it to the BHF. Indirect distribution of Heart Matters registration and materials. This will give a greater access to the market and provide customers with the option to register in person or online. Selective distribution will give access to the right customers i.e. our target groups. This also supports our quality positioning strategy and intermediate price strategy, as we can choose intermediary locations that support our brand such as pharmacies. Intermediaries will be interdependent the BHF will retain full control. This is because the BHF has a strong brand and a greater understanding of the customer needs, particularly as this is a service aimed at beneficiaries. Giving independence to intermediaries may risk bad PR for the BHF. Promotion Objective Differentiate and Inform Str

Geotechnical Engineering Properties of Soils Tests

Geotechnical Engineering Properties of Soils Tests Jump to: Advantages and Disadvantages of SPT Standard Penetration Test Advantages and Disadvantages of Cone Penetration Test Advantages and Disadvantages of Shear Vane Test Advantages and Disadvantages of Wash Boring Advantages and Disadvantages of Percussion Rig Boring Advantages and Disadvantages of Rotary Auger Boring During the SPT, it was possible to take disturbed and undisturbed samples using split barrel-sampler which were used for further laboratory tests. The in situ penetration test provides a soil sample for identification purposes and for the laboratory tests that allow the use of disturbed samples. The method of sampling soil consists of driving a split-barrel sampler to obtain a representative, disturbed sample and to simultaneously obtain a measure of the resistance of the subsoil to the penetration of a standard sampler. The test is conducted inside a borehole. A split spoon sampler is attached to the bottom of a core barrel and lowered into position at the bottom of the borehole. The sampler is driven into the ground by a drop hammer weighing 68 kg falling through a height of 76 cm. The number of hammer blows is counted. The number required to drive the sampler three successive 150mm increments is recorded. The first increment (0-150mm) is not included in the N value as it is assume d that the top of the test area has been disturbed by the drilling process. The SPT N is the number of blows required to achieve penetration from 150-450mm. The hammer weight, drop height, spoon diameter, rope diameter etc. are standard dimensions. After the test, the sample remaining inside the split spoon is preserved in an airtight container for inspection and description. Advantages and Disadvantages of SPT Standard Penetration Test ADVANTAGES Relatively quick and simple to perform Able to penetrate dense layers, gravel, and fill Equipment and expertise for the test is widely available In addition to overburden pressure and relative density the SPT N-value is also a function of soil type, particle size, and age and stress history of the deposit Provides a representative soil sample Provides useful index of relative strength and compressibility of the soil DISADVANTAGES The SPT does not typically provide continuous data, therefore important data such as weak seams may be missed Somewhat slower than other sample methods due to sample retrieval The basic problems to consider are change in effective stress at the bottom of the borehole, dynamic energy reaching the sampler, sampler design, interval of impact, penetration resistance count. Samples that are obtained from the SPT are disturbed. Cone Penetration Test (CPT) What is CPT? Cone Penetration Tests are conducted to obtain the cone resistance, the side friction and, if there is a piezocone, the pore pressure. The soil type can be determined by analysing these result the values can also be used in the design of shallow foundations through the estimation of stiffness and shear strength of cohesive soils. The cone penetration test (CPT) is a method used to determine the geotechnical engineering properties of soils and delineating soil stratigraphy. It was initially developed in the 1950s at the Dutch Laboratory for Soil Mechanics in Delft to investigate soft soils. Based on this history it has also been called the Dutch cone test. Today, the CPT is one of the most used and accepted in soil methods for soil investigation worldwide. Process CPT is static penetration test in which the device is pushed rather than then driven by blows into the soil. The CPT consist of cone which been attached to a rod that been protected by an outer sleeve. A 60o cone with face area 10cm2 and 150cm2 of friction sleeve is hydraulically pushed into the ground at a constant speed ranging from 1.5 to 2.5 cm/s about 80mm deep. The force required maintaining this penetration rate, and the shear force acting on the friction sleeve is recorded. The friction ratio gives an indication of the soil type. The CPT Soil Classification will be based on ratio of tip and sleeve resistance. The tip resistance will be high in sand and low in clays while the sleeve friction will be low in sands and high in clays. Advantages and Disadvantages of Cone Penetration Test ADVANTAGE Continuous data Reliable, repeatable test results DISADVANTAGES Inability to penetrate through gravels and cobbles Elimination of operator error Less populated database than SPT due to the new technology Lack of sampling SHEAR VANE TEST What is Shear Vane Test? The vane shear test is an in-situ geotechnical testing methods used to estimate the undrained shear strength of fully saturated clays without disturbance. The test is relatively simple, quick, and provides a cost-effective way of estimating the soil shear strength; therefore, it is widely used in geotechnical investigations. Under special condition, the vane shear test can be also carried out in the laboratory on undisturbed soil specimens however the use of the vane shear test in in-situ testing is much more common. Process The vane shear test is an in-situ geotechnical testing methods used to estimate the undrained shear strength of fully saturated clays without disturbance. The results of the test are not reliable if clay contains silt or sand. The vane shear test apparatus consists of a four-blade stainless steel vane attached to a steel rod that will be pushed into the ground. For a weak soils which has Cu less than 50 kPa, the size of the blade is 75mm wide x 150 mm long while for the slightly strong soils which has Cu between 50 kPa to 100 kPa, 50 x 100 mm blade should be use. The height of vane is usually twice its overall widths and is often equal to 10 cm or 15 cm. The test can be conducted either from the ground surface or from the bottom of a borehole or a test pit. If conducted from the bottom of a borehole, the test area should be should be at the depth of least three times the borehole diameter lower that the borehole bottom in order to avoid the borehole disturbance effects. The test starts by pushing the vane and the rod vertically into the soft soil. The vane is then rotated at a slow rate of 6 ° to 12 ° per minute. The torque is measured at regular time intervals and the test continues until a maximum torque is reached and the vane rotates rapidly for several revolutions. At this time, the soil fails in shear on a cylindrical surface around the vane. The rotation is usually continued after shearing and the torque is measured to estimate the remoulded shear strength. The undrained shear strength of the saturated soil is proportional to the applied torque and the dimensions of the vane. Advantages and Disadvantages of Shear Vane Test ADVANTAGES Rapid and economical test Reproducible results in homogeneous soils Inexpensive method for measuring clay sensitivity   DISADVANTAGES Limited to soft to stiff cohesive soils Field vane shear strength must be corrected Results can be affected by anisotropic soils, sand lenses, shells, and seams BORING WASH BORING What is Wash Boring? A popular method to drill larger size holes in soft formations. Casing with a casing crown attached is rotated into the ground and water is used to flush out the drilled formation. It is one of a boring system by which material loosened by a bit is borne to the surface in the annular space between the bit and casing by water forced down through the pipe bearing the bit Process For test boring over 3 meter in depth, this method can be conveniently used. In this method a hollow steel pipe known as casing pipe or drive pipe is driven into the ground for a certain depth. Then a pipe usually known as water jet pipe or wash pipe, which is shorter in diameter, is lowered into the casing pipe. At its upper end, the wash pipe is connected to water supply system while the lower end of the pipe is contracted so as to produce jet action. Water under considerable pressure is forced down the wash pipe. The hydraulic pressure displaces the material immediately below the pipe and the slurry thus formed is forced up through the annular space between the two pipes. The slurry is collected and samples of material encountered are obtained by settlement. In this process the particles of finer material like clay, loam etc. do not settle easily and the larger and heavy particles of the soil may not be brought up at all. Moreover, the exact position of a material in the formation cannot be easily be located. However the change of stratification can be guessed from the rate of progress of driving the casing pipe as well as the color of slurry flowing out. Yet the results obtained by wash boring process give fairly good information about the nature of the sub-soil strata. This method can be adopted in soft to stiff cohesive soils and fine sand. Advantages and Disadvantages of Wash Boring ADVANTAGES Can be used in difficult terrain Low equipment cost Used in uncased holes DISADVANTAGES Depth limited to about 30m Difficulty in obtaining accurate location of groundwater level. Undisturbed soil samples cannot be obtained. PERCUSSION RIG BORING What is Percussion Rig Boring? Percussion Rug Boring is widely used in UK. Percussion drilling method of advancing a boring is of common use in drilling water wells. This method consists of breaking up of the sub-strata by repeated blows from a bit or chisel. This type of boring can make a borehole up to 150 mm 300 mm diameter and depth up to 50 60 m. However this method is not recommended for loose sand or clayey soils. Process This method consists of breaking up of the sub-strata by repeated blows from a bit or chisel. Percussion methods start by raise up the tool assembly by the winch to 1 m above the bottom of the hole. It allows the tool assembly to fall under its own weight to drive the cutting tools into the soil. The material thus pulverized is converted into slurry by pouring water in the bore. At intervals the slurry is bailed out of the hole and dried for examination. The slurry will be removed by bailers or pump. After that, tool will be raise to surface when the cutting tools are full of soil to obtain undisturbed sample. This method can be adopted in rocks and soils having boulders. In general, a machine used to drill holes is called a drill rig generally power driven, but may be hand driven. A winch is provided to raise and lower the drilling tools into the hole. Advantages and Disadvantages of Percussion Rig Boring ADVANTAGES Simple to operate and maintain Suitable for a wide variety of rocks Operation is possible above and below the water-table It is possible to drill to considerable depths DISADVANTAGES Slow, compared with other methods Equipment can be heavy Problems can occur with unstable rock formations Water is needed for dry holes to help remove cuttings ROTARY AUGER BORING What is Rotary Auger Boring? A drill bit is pushed by weight of drilling equipment and rotated by a motor. This drilling method with mud pump for flushing can be direct circulation and reverse circulation, with tricone bit and drag bit Nevertheless, the torque is relatively critical for this drilling method. It is widely used in soft to medium hard ground conditions. This type of boring machine can be also use for piling works. It can bore the hole up to depth of 50 m and diameter of 300 mm to 2 m. Process When rocks or hard pans are to be penetrated for examination, core drilling is done to get undisturbed samples of the formation. In this process a hole is made by rotating a hollow steel tube having a cutting bit at its base. The cutting bit makes an annular cut in the strata and leaves a cylindrical core of the material in the hollow tube. Two types of cutting bits are generally used, namely, diamond bit and shot bit. Diamond bit consists of industrial diamonds set in the face of the bit and in shot bit, chilled shot is used as an abrasive to cut the hard pan. When core samples of small diameter are needed, diamond bit is preferred. There are two main type of rotary auger boring which are: Bucket Auger Consists of an open- top metal cylinder with cutter mounted on a baseplate as the soil is cut, it passes into the bucket, which is then raised and emptied at intervals. Can be used in frim soil. Not suitable for cohesionless soil below water table. Flight Auger Short flight Simple flight Continuous flight Advantages and Disadvantages of Rotary Auger Boring ADVANTAGE Quick Drill through any type of soil or rock Can drill to depths of 50 m Undisturbed samples can be easily recovered DISADVANTAGE Expensive equipment Terrain must be accessible to motorized vehicle Difficulty in obtaining location of groundwater level Additional time required for set-up and clean-up