Lactose Intolerance: Causes, Types and Management

milk sugar Intolerance Causes, Types and ManagementWestern scientists established by the 1940s that milk was good for you. As a glass of cows milk was set for e preciseone at the t open doctors were receiving discouraging reports that well-nigh of the patients were not able to jump out the milk. (Dunn, R. 2011)Lactose is a sugar found in milk and milk products. Lactose intolerance (LI) is the inability or inadequate ability to confirm milk sugar. (Kennedy, K., 2010)Cells of the inner lumen of the small intestines, enterocytes, ar covered with a membrane that has a brush border made up of microvilli. The microvilli cook lactase, the enzyme that splits and hydrolyze dietary lactose into glucose and galactose for transport across the cell membrane. lactase is produced in the upper, some shallow section of the villi, which is easy to damage by secondary insult. Lactase breaks down lactose into two simpler forms of sugar called glucose and galactose, which are then absorbed into t he bloodstream. (Thorn, A., 2010).If the lactase enzymes are lacking, unabsorbed sugars osmotically attract changeful into the bowel lumen. The issue forth of fluid influx into the bowel is about triple the normal amount, based on the osmolality of sugar alone. In addition, the unabsorbed lactose entering the colon is fermented by bacteria, producing gas and directing in the cleavage of lactose into monosaccharides. Monosaccharides cannot be absorbed by the colonic mucosa as a result, osmotic pressure increases, and fluid levels rise in the bowel. (Thorn, A., 2010).The result of the rising fluid levels would be in about 30 minutes to 2 hours you might experience flatulence, stomach cramps, nausea, bloating of the abdomen, and/or diarrhea. Symptoms whitethorn vary from somebody to person, and people can tolerate differing amounts of foods containing lactose. That is mainly why LI is a very misunderstood condition as there are no rightfully positive criteria for diagnosis. (Americ an Psychological Assoc. Lactose intolerance., 2005).30 million US adults may be affected by lactose intolerance to some degree by age 20, older patients are predominantly susceptible. It is estimated that about 70% of the world population is affected by LIwith excessive variation among ethnicities and races. Some degree of LI is reported in up to 80% of African-Americans and Latinos, and almost 100% of Native Americans and Asian Americans. LI is least common in people of northern European descent (and is unlikely to develop before adulthood). Most mammalian babies, counting human infants, produce enough lactase to digest milk, including breast milk. This ability continues until the kidskin is weaned. In humans, lactase activity descents at age 2 to 3 years and may cease completely by age 5 to 10. Worldwide, most humans lose 90% to 95% of birth lactase levels by early childhood, with a continuing decline during the course of a lifetime. This may serve well explain why many elderly people are affected by LI. (Thorn, A., 2010)Two of the main types of lactose malabsoption are primary and secondary.Primary lactase deficiency is the most common form. It is the normal, ongoing reduction in lactase enzyme that an ageing individual experiences, and the rate of decline is genetically determined. (Thorn, A. 2010). Researchers chip in identified a possible genetic link to primary lactase deficiency. Some people inherit a gene from their parents that makes it likely they will develop primary lactase deficiency. This discovery may be useful in developing future genetic tests to identify people at risk for lactose intolerance. (Matus, J., 2003). thirdhand lactose malabsorption is normally temporary and occurs following a weakening of the mucous membrane of the small intestine (American Psychological Assoc. Lactose intolerance. 2005). The weakening can be caused by severe diarrhea, infection (eg, rotavirus), chemotherapy, or acute gastroenteritis. In these situations, lac tase is the first enzyme to be harmfully affected and the last to return as the insult resolves. Secondary hypolactasia is transient and reversible. (Thorn, A., 2010). It can last from approximately one week to four weeks after recovery from a severe bout of gastrointestinal infection. (American Psychological Assoc. Lactose intolerance., 2005).Young babies (infants) and children suffering from such an infection or from malnutrition are particularly vulnerable to this secondary deficiency of lactose enzyme. Other causes could be coeliac disease, by an allergy to cows milk, by certain drugs (such as antibiotics) and by gastrointestinal surgery. (Matus, J., 2003).Infants born prematurely are more likely to have lactase deficiency because an infants lactase levels do not increase until the third trimester of pregnancy. (Matus, J. 2003, December). 50% of children will outgrow an allergy to milk protein by one year of age, 75% by two years and 90% by three years. Less than 1% of children suffer from a lifelong milk allergy. (Kennedy, K., 2010)LI is not considered life threatening, but its symptoms can severely affect a persons quality of life and productivity. In addition to ethnicity and age, the type and amount of lactose ingested and the amount that the patient is unable to digest all affect the severity of LI symptoms. (From the pharmacy, 2008)Not all people with lactase deficiency have digestive symptoms, but those who do may have LI. Most people with LI can tolerate some amount of lactose in their diet. LI can be difficult to diagnose by symptoms alone physicians may need to run tests for proper diagnosis. on that point are two tests that doctors will usually use to measure the digestion of lactose. One is the Hydrogen breather Test where the person drinks a lactose-loaded beverage and then the breath is examined at regular interludes to measure the amount of hydrogen. Undigested lactose produces high levels of hydrogen, normally very little hydrogen is det ectable in the breath. The second is a Stool Acidity Test. The stool acidity test is used for infants and young children to measure the amount of acid in the stool. Undigested lactose creates lactic acid and other fatty acids that can be discovered in a stool sample. Glucose may also be present in the stool as a result of undigested lactose. (NIH, 2009)Lactose is also used in some prescription medicines, including birth control pills, and over-the-counter medicines like products to treat stomach acid and gas. Usually only the people with severe LI will have symptoms caused by these medications. (From the pharmacy, 2008).People who suffer from LI should be concerned with getting enough calcium and vitamin D in their diet. Calcium is needed for strong bones, to prevent osteoporosis. There are many alternative foods and lactose free milk products available today to get the proper nutrients and calcium the body needs. Because lactose intolerance is unknown in infants and children youn ger than 2, a health professional should take special care in determining the cause of a childs digestive symptoms. (NIH Publication, 2009)Although the bodys ability to produce lactase cannot be changed, the symptoms of lactose intolerance can be managed with dietary changes. Slowly introducing small amounts of milk or milk products may help some people adapt to them with fewer symptoms. Most of the time people find they can tolerate milk or milk products better by victorious them with meals. (Thorn, A. 2010)Israeli researchers did a study of 66 LI people and discovered that they got less than the 700 mg of calcium a day. That is almost half the recommended 1000 to 1200 mg for healthy bone building. When scans were done they were also found to have thinning bones and to be at risk for osteoporosis and fractures.(NIH, 2009)People, who even after switching their diet, are still having symptoms can take over-the-counter lactase enzyme drops or tablets. Taking a few drops of the liquid enzyme may make the milk products more bearable to consume for people with LI. (From the pharmacy, 2008)

Royal Mails Human Resource Strategy

majestic lights kind-hearted pick Strategy1.The imperial get down do lead three aims of strategies-Corporate train -which deals with the overall organization. Ex Geographical regions, Market selection. note level system is mentioned for apiece type of business carried out by the majestic mail.Functional level- The Finance, world preference Management, Production, Marketing, Research and Development comes under this section.The Corporate strategy of munificent mail is designed in such a way that it shows their ability to cope with the market treats in a positive and negative manner. It is the hardships of the employees and their standard node go mentions the olympian mail to aspire a agonistic reward over its competitors identical TNT, DHL etc. kinglike beam which was once said to be the Monopolist in the field of Postal function lost the title of Monopoly in the beginning of 2006. It had 99% of the market sh atomic number 18 in its hands. royal stag mail do pay off a view to make their corporate Strategic province to become a objet dart of their strategic management process. They argon-2. Corporate Strategic responsibility includes-The support of the workers from the work holding which arrive ats the prickle of the august mail. The management overly deals with the workers in a more accessible manner without any kind of discrimination.Being workers said to be the assets of the unassailable, Royal Mail takes satisfactory care of their workers and regarding the working conditions too.To make its actions designed to have a strong positive effect on its workers, customers and to its suppliers.Achieve a net come outal code carbon footprint by 2015 and to support their clients to do their activities to have a positive advantage towards the environment and to attain a competitive advantage.With their Corporate responsibility in mind Royal Mail wishes to be different from its competitorsRoyal mail had attaind their corporate str ategy by victorious into rumination of their geological formational objectives and their achievement. It is in the Functional level the forgiving Resource Strategies arrives. The definition of the Human Resource strategy and the Human Resource Strategies of the Royal Mail from 2005-2010 are mentioned infra.3.Human Resource strategy (Definition)-Before moving to Human Resource Strategy we should know what is meant by the term strategy?.Strategy usually means selecting the best finality from a float of decisions. According to Lundy and cowling (1998,p16), strategy is The art of war, generalship, especially the art of directing military movements so as to secure the most advantageous positions and combination of forces. The Human Resource Management team up in the Royal Mail directs the workers by motivating them and providing them proper formulation in order to achieve the Organizational goals and to get a competitive advantage over its rivals.The term Human Resource Strateg y is well defined as Human Resource management (HRM) is a strategic approach to managing profession relations which emphasises that leverage peoples capabilities is critical to achieving sustainable competitive advantage, this being achieved through a distinctive set of integrated employment policies, programmes and practices. Bratton and Gold,4e,p34.The Human Resource Strategies from 2005 2010-Human Resource Management forms the most important function in an Organization as the workers are considered to be the valuable assets of the firm. The objurgate kind of people in right position at the right time is the objective of the HR four-in-hand. It is said that normally in a sidereal day HR Manager usually spends 20% of their working hours in dealing with the grievances of the employees without affecting the Organizations routine activities. HR Executives should have an ability to deal with their staffs in a fair and friendly manner rather than imposing more control on them. The Royal Mail take the efforts do by their workers into correct considerateness and rely on the fact about their career development rather than simply a job. The Royal Mails Human Resource strategies in the period from 2005 to 2010 is mentioned below which includes several threats they faced and the steps undertaken to face those threats.Human Resource strategies of the Royal Mail in 2005-One of the most important actions of the Royal Mail quarter be seen in the beginning of 2005 which employed candidates from the socially excluded groups. The candidates who were recruited performed actually well in the selection process as well as in the Organization too. New recruits by this process were placed in position as post man, deliin truth van drivers, letter sorting who were ex-service men or those who are homeless. This Pilot program helped the Royal Mail in lowering the cost and labour turnovers and proved as the firm with best employee satisfaction. The employees thus had a abunda nt term loading and had a self motivated approach to work hard for the firm to achieve its goals. The employer expectation of soaring commitment and the employee expectation of taking care of their social needs make the workers of the Royal Mail to be loyal to the firm and improved the ratio of trust towards the firm. The voluntary organizations like the Royal Association of Disabled and Rehabilitation, Business action on Homelessness etc helped the Royal Mail to get candidates of socially excluded groups. The Human Resource team played a very important function in sorting out the list of disabled candidates and selecting the best candidates through a standard selection process. The Human Resource Manager who have the Management as an art aspect means having inborn talents allow for have those skills to recruit those people who can contribute to the maximum of their pass towards their Organization. The Royal mail team supervised by Mr. Adam Crozier make record annual profits in 2005 which helped to give 1074 pounds of bonuses to its workers. These were achieved by the employee performance, emend customer service by properly trained staff and their performance related pay strategy of the Human Resource team.Human Resource strategies of the Royal Mail in 2006-The Human Resource team in the Royal Mail were able to provide instant solutions to the grievances of the employees. The starting of the social class 2006 was not as good for the Royal Mail as it faced a postal resuscitate in Belfast. Nearly 200 postal workers stopped their work for 2 weeks which made a very negative impact on the Royal Mails services to the customers. The customers were said to contact the office directly for any important matters and most of the garner and documents were blocked in round places remained undelivered. The Communication Workers Union says that the strike was due to the bad and unfair practices of the managers towards the workers in Belfast and the core issue is not r ecognised by the Royal Mail. Important delivery including specialized services were stopped temporarily and the management took immediate action to do work the problem. The Workers in strike were sure that they pull up stakes not be treated badly when they return to their work and necessary actions will be taken against those who were found guilty. The Human Resource team in the Royal Mail took the issue earnestly and they guaranteed that the workers will be treated fairly and without any discrimination. The psychological contract which says high pauperism and high commitment should be taken into consideration which made the Human Resource Manger to deal with the situation in a friendly and wise manner. It was this yr the Royal Mail lost its position as a Monopoly in the postal Industry and started facing wide spread tilt. The management agreed that their will be no reduction in the work force, high job security will be provided with raise in pay descales to the staffs. The Christmas season of 2006 too made the customers of the Royal Mail to suffer due to the strike of 800 workers which caused huge volume of undelivered documents in the office. The managements decision to revision around full time post to let out time when an job opening arise was objected by the trade legal jointure by saying that it is against the National agreement. The matter was raised very seriously and the Royal Mail responded to it by saying that the decision will be with the consent of the worker agreement. The strike was stopped by reaching to the demonstrate that the untested job openings in the Royal Mail will be carried out by the management with the combined hands of the trade union to make decision regarding whether to treat the vacancy full time or part time and the management assured that no staff will be forced to change his full time job status to part time. The closing of the sorting office in Paddington, London in the same year was explained by the Royal Mai l as a step taken in order to improve their customer satisfaction and productivity against the wide spread rumours about some illegal actions of the postal workers. The 950 workers who worked their were temporarily kept away from their duties and some of them were given transfer offers. The workers commitment in a firm not only cypher on their salary but in any case on other factors like work atmosphere, employee- employer relationship, fellow worker character etc. The sacking of 5 workers who treated their women colleague very badly in one of the Royal Mail branch shows the immediate response taken by the Human Resource team in those matters which affects an employee to perform well in an Organization and to reduce those activities which affects the reputation of the firm. The Human Resource team has made recently certain improvements in the health and preventive measures for the workers due to the huge fine the firm had to pay regarding the death of an employee, which was made as a health and safety issue by the court.Human Resource strategies of the Royal Mail in 2007-The Privatization of the Royal Mail was the main problem discussed by the Human Resource team in the Royal Mail and the workers point of trust towards the firm tends to decrease day by day affecting their performance in the work. The Communication Workers Union was opposing the issue but some managers say the Privatization will help the future of the Royal Mail.A deal was agreed between the management and the labour union in 2007 followed by fish filet the workers strike. The bare-assed policies changed the working time and saucy technologies were introduced which was implemented in each and every branch of the Royal Mail improved the productivity and performance of the workers. The impertinent modern way of thinking and acting was successful in the Royal Mail. Also Mr. Mark Higson the managing director of the Royal Mail added that the future of the Royal Mail Pension scheme will not fo rm any part of the agreement. The Human Resource Strategy of fashioning the employees feel they are a part of the firm made the management to come to a point of distributing around 20% of its shares to the employees was opposed by the Government and the plan was turned down. The Human Resource team and the other managing partners have plan to explore the unused markets and to identify new opportunities to make the Royal Mail to offer quick and friendly ground customer services. The Human Resource Department also do have plans to provide Occupational pension schemes for their employees in future. The Human Resource Manager also responded to the worst situation of poor quality service by the Royal Mail in Scotland and he promised to provide better customer service the attack year. The contract lose with the online service provider Amazon hits very badly towards the Royal Mail and its bad position to face more rigorous controversy.Human Resource strategies of the Royal Mail in 2008 -In order to face the competition and the consideration of the future of the Royal Mail, the Human Resource Department made plans to reduce the add up of workers and providing better benefits for those who remains. The Workers and the union feared about the reduction of the full time jobs and including more part time workers. The Privatization of the Royal Mail which the British humanity doesnt like was also considered as the main issue by the trade unions and the management. The Privatization will cause more job losings says the union members but the Royal Mail needs finance to support its future plans says the Management. The Management also planned to change the offices from old buildings to new ones in which the trade unions responded and they said that the change of offices will cause problems in sorting of letters, loosing some customers and they feared about loosing jobs too. Also plans were prepared by the Human Resource team to raise the salary scale of the executive Dire ctors of the Royal Mail who are the main key players in restraining maximum profit. The Devanna model which shows performance appraisal, Human resource development and reward systems should be given due consideration. Many office branches of the Royal Mail were shut down and the remaining workers should be motivated by their performance and the management should create trust from the side of the workers which in turn gives high commitment. The Soft HRM feature of high commitment and high motivation as well as the bad HRM feature of managing the work force in a more rational way should be undertaken by the Royal Mail.Human Resource strategies of the Royal Mail in 2009-To Prevent the customers complaint about the closing of the post offices the Human Resources team implemented a plan to provide mobile post office services to the customers by Van. The Royal Mails plan to make 30% privatization was opposed by the public and the Government continuously, if privatized it will cause rais e in prices, job losses and the customers as well as the workers trust in the Royal Mail will reduce. The Human Resources team introduced new uniforms to the workers which is suitable for the climate and having big pockets to place the hand held computers which the customers prefers to sign and trace items was considered as a part of the improvement in the delivery system of the Royal Mail. The year also faced a strike on the pay cuts, salary freeze of the workers. The Communication Workers Union said that even cutting the wages or freezing the salary will not help the Royal Mail instead it should implement new ideas in technology and new advanced machinery to support the workers. All over the strike is making the customers to move away from receiving the services from the Royal Mail. In the matter of improving their services, the Royal Mail and the Microsoft had joined hands to hands by introducing the new e-mailing service without having computers. The HR strategy of how to compet e with their rivals has made the supra decision to implement in the Royal Mail.Human Resource strategies of the Royal Mail in 2010-The Privatization of the Royal Mail is the main consideration of the Royal Mail as the firm is running out of Finance, huge pension deficits and inefficiency in operations. The private depot is needed for the smooth function of the Organization, says the Managing director of the Royal Mail. The Human Resource Manager is taking keen steps in promoting the existing workers with good training but most of the workers had lost the trust with the Royal Mail. The privatization will cause more job losses, price for the products will be raised and the top level managers will get more benefits a trade union leader says in a meeting. The workers says that if the new management can help them in providing benefits and good promotional appraisal packages to them, it is better to get privatized. The natural constraints like volcano ashes also affected he Royal Mails s ervice in some part of the United Kingdom. The Psychological contract between the employee and the employer is broken. The employees social and other needs are not fully met and the huge sacking of employees made them to loose commitment towards the firm which leads to inefficiency, reduced services, low productivity and down turn of profits. The Royal Mail is still considered as the provider of the best service among the European nations with concluding service charges. The Human Resource team have plans to increase the state pension age for men.The Royal Mail is trying in many ship canal to improve its services by providing different varieties of stamps, weekend services, superior customer service but the competition and its bad pecuniary position is weakening its movements to go forward. Even though it is known that the entry of new firms into the Postal Industry is very difficult due to entry restrictions, the Royal Mail is facing very tough competition. The firms like TNT, DH L and many of the online services are serious treats to the Royal Mail. The day when the Royal Mail lost its Monopoly in 2006 marked the beginning of competition as a headache to the Royal Mail. Another problem which the Royal Mail faces is the reduction in the volume of the letters but the postal workers tells that the number is increasing day by day.The Royal Mail like all other firms had undergone a SWOT ANALYSIS to understand its positives and Negatives internally and Externally. TheSWOT analysis is through to identify their threats and opportunities, strengths and weaknesses.5.SWOT ANALYSIS-The Swot Analysis is usually conducted by the management which gives the Royal Mail a good indication of its Strength and Weakness internally and its Opportunities and Treats in the outside market.The highly skilled hard working staffs having high commitment motivated by the efficient management and the firms large and other financial resources forms the Strength of the Royal Mail.Some compl aints have been raised regarding the letters not reaching the destination and stealing of the letters/parcels by its staffs affects the Royal Mails prestige and the strikes which are made by the trade unions in Royal Mail forms its major weaknesses which hardly hits its reputation and directly states that employees are not satisfied with the management actions.The Royal Mail do have new opportunities to identify more customers and Business clients and providing support to them which will have a competitive advantage over its rivals.The Competitors like TNT, DHL, UKMAIL and the possibility of more rivals to enter the Industry forms the main threats for the Royal Mail. The wide usage of internet, online banking, online delivery and e-mailing has reduced its number of customers to a large extend has made huge reduction in the volume of mails in the Royal Mail is also considered as big threats.The Royal Mail still stands as the exemplar postal service in the UnitedKingdom with its valu able staffs and its improved services like First class service, weekend service etc. Royal Mail also provides online supports and International postal services. The Administration of the Royal Mail includes series of citizens committees like The Audit and Risk committee, The Management board, Pensions committee, Remuneration committee, Nomination committee and Social and Responsibility Committee. The new Human Resource Strategy and policies are being Introduced by the Royal Mail in order to face these threats and for the motivation of the workers.6. The new Human Resource strategy to support the Royal Mail in the fork up bad condition-Steps have been taken in the all the levels of the Organization to support the firm from the attribute crunch and competition.To the workers-Workers are provided with improved new range of training and guaranteed performance related pays.The employees who are considered as a valuable assets in the Royal Mail were provided with revised employee polic ies and procedures and long term job security and motivation. In order to improve its reputation and to obtain a good employee- employer relationship some additional steps were also taken. They are-The new plan for temporary redundancy and early retirement are going to be enforced as soon as possible.Existing contracts will be renewed and new standardized contracts will be provided to the employees.The introduction of new machinery and techniques helps the workers to achieve world class standard in performance.The new revised Pension scheme plans are going to implement for those employees in the Royal Mail pension scheme.The working hours, the minimum wages are also revised. The safety of the staffs are taken in great consideration. Improved working conditions, initial aid facilities, stress relief exercises, changing their job tasks over a period of time, self appraisal process, promotional and increments are also introduced to the new plan.To the firm-The modernization of the fi rm with improved customer service support is the main objective of the firm.The co-operation of the Management with the workers and the trade union added with signing an agreement in new policies and procedures of the firm supported by the trade union is going to happen.The improved efficiency and productivity with unmatched competition by providing lower price and better quality services to its clients.To the Trade Union-The firm will give suitable position for the trade union in its management activities.Support from the trade union in motivating the workers to cope with the Organizational rules and regulations and to achieve a sustainable competitive advantage.To develop new communication levels between the trade union and the management.7.The Royal Mails respond to the Competition and to the recent Credit Crunch-The Royal mail which was once called as a Monopoly firm now faces serious competition and holds a bad reputation due to its continuous strikes , shutting down of the off ices and complaints regarding its employees. Even though any firm can compete with its rivals in two ways, one way by reducing its prices and the other is by improving its quality of service/product. The Royal Mail provides high quality service to its customers and also the lower service/product price compared with its competitors helps the Royal Mail to attain a sustainable competitive advantage. The Human Resource team is making its level best efforts to prevent such issues but the employees relationship with the management is unclear. One of the main issues is the privatization of the Royal Mail which make the staffs to loose trust towards the firm making them de-motivated. The corporate strategy is well defined and the Human resource planning and its strategical process is some what following the corporate strategy.Making a friendly relation with the CWU and a strong psychological contract between the workers and the Management is very much needed for the smooth functioning of the Royal Mail. The recent credit crunch has made the Royal Mail to close most of its offices and to sack many of its employees. The economic downturn in the UK is being faced by the Royal Mail in some extend due to its highly skilled, flexible core employees. The peripheral workers who were highly skilled were also taken into good consideration by the Royal Mail. The customers still rely on the Royal Mail due to its better quality services and net prices compared to its competitors the TNT, DHL, UKMail etc.The name of the above model is The Five Forces Framework which is developed by Porter 1980 shows the fact from where does the competition come from?.We can combine this model with the Royal Mails competitive nature. It has elements like1.Potential entrants mentioned as new competitors of the Royal Mail.2.Rivalry from existing firms like TNT, DHL etc which are faced by the Royal Mail with its high quality products/services and of its highly skilled workforce who are trained and developed by their talented Human Resource team.The substitutes can be shown as the e-mail, online transfers and online mail ordering groups.Threat from the customers in the form of bargaining power, their change of demand, their potential for forward integration (which is implemented by the firm with the availability of suitable Human Resources).Threat from the Suppliers includes their bargaining power, switching costs, market dominance of the suppliers, the potential for backward integration (which is implemented by the firm with the availability of suitable Human Resources). The suppliers include the printing and stationery, technology, clothes, transport and travel agents.The Royal Mail uses the Generic Strategies frame work of Mr. Porter(1985) to define how they faced these competitions. The basic idea which is derived from the framework is-Any firm can compete with other by lowering their pricesCompeting in the matter of quality makes each firm differentFocusing on the main ma rket and its customers can gain competitive advantage over its rivals.The Human Resource strategy of identifying the competitive areas and setting plans for how to compete helped the Royal Mail to face all types of competition and to gain a competitive advantage over its rivals. The Human Resource Management team of the Royal Mail have a good background from the Top Ranked Business Schools added with their inborn talents and experience helps the Royal Mail to compete with their rivals in a more technical way which is difficult for the competitors to identify and which makes the Royal Mail to have a strong base in the UK postal industry. The top quality products/services with the top quality employees makes the Royal Mail to move forward with confidence. The Human Resource strategy of implementing new techniques and training services with the performance related pay aspect for the workers can be seen in the Royal Mail. Last year the Royal Mail received three bronze awards from the Wo rld Class Manufacturing Association for its performance, health and safety care of its workers. The Royal Mail consider each and every worker in the matter of safety and performance and they say that if they can make one worker to perform well, it will make some other to perform well and it goes on and the whole workers will perform well gives high productivity and profits to the firm.8.Conclusion-The essay can be concluded by stating that the Royal Mail have to face the credit crunch and the present difficulties in order to hold a strong position in the UK postal Industry. The Royal Mail do have a strong corporate responsibility strategy and Human Resource strategy which is properly planned and facilitatory to the employees as well as the to the firm for further development. The Human Resource Strategy from 2005 2010 shows the problems faced by the Royal Mail and the Strategies used by them to solve these problems. The privatization and the pension deficits are the main problems faced currently by the Royal Mail in which the management have certain plans to overcome the situation. The new entrants and the present rivals are competing very roughly with the Royal Mail and they are faced by the Royal Mail by its good quality services and its lowest service/product prices.

The Importance Of Marketing Communication Marketing Essay

The Importance Of market Communication selling EssayIntroductionIn this paper, I would equal to discuss the problems associated with selling dis score in international markets. When I proceed with the assignment, with relevant examples, I will examine why an co-ordinated trade communion is essential to the success of a multinational in a highly competitive international market. Marketing talks in international markets needs to be conducted with c are. This paper will consider some of the key issues that businesses need to take into account when promoting inhookups or services in oerseas markets with different socio, cultural background.The splendour of merchandise communicationThose who practice denote, branding, direct marketing, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators.The communication process is sender-encoding-transmission device-decoding-receiver, whic h is part of any advertisement or marketing program. Encoding the pass on is the second step in communication process, which takes a creative idea and transforms it into attention- detectting advertisements designed for various media much(prenominal) as television, radio, magazines, and differentwises. Massages travel to audiences finished various transmission devices.The third stage of the marketing communication process occurs when a channel or medium delivers the nitty-gritty. decipherment occurs when the message reaches one or more than of the receivers senses. Consumers both hear and see television ads. Others consumers handle or touch and read a coupon offer. bingle obstacle that prevents marketing messages from being efficient and effective is c in all tolded barrier. Barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process.Marketing Communications are messages and related media utilize to communicate with a m arket. Marketing communications is the promotion part of the Marketing Mix or the quaternary Ps price, place, promotion, and product. The primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing communication acquires vernal guests for brands by make awareness and encouraging trial.Marketing communication to a fault maintains a brands current customer seat by reinforcing their purchase behavior by providing additive breeding just about the brands benefits. A secondary goal of marketing communication is building and reinforcing relationships with customers, prospects, retailers, and other important stakeholders.Successful marketing communication relies on a combination of options called the promotional mix. These options include advertising, sales promotion, public relations, direct marketing, and personal selling. The meshing has also run a powerful likewisel for reach certain impo rtant audiences.The role each element takes in a marketing communication program relies in part on whether a union employs a moil strategy or a pull strategy. A pull strategy relies more on consumer demand than personal selling for the product to travel from the manufacturer to the end user. The demand generated by advertising, public relations, and sales promotion pulls the good or service through the channels of distribution. A push strategy, on the other hand, emphasizings personal selling to push the product through these channels.Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing substantiating however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message lecture throughout an organization. Many trends in business can be attributed to marketing communications for example the transition from customer service to custo mer relations, and the transition from human race resources to human solutions.How marketing communication get down successful?For marketing communication to be successful, sound management decisions must be made in the other three areas of the marketing mix the product, service or idea itself the price at which the brand will be offered and the places at or through which customers whitethorn purchase the brand. The best promotion cannot overcome poor product quality, inordinately high prices, or insufficient retail distribution.Likewise, successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. To this end, a new-fashioned way of viewing marketing communication emerged in the 1990s. It is called structured marketing communication this survey seeks to orchestrate the use of all forms of the promotional mix to reach customers at different levels in new and better ways.Why integrated marketin g communication is important?The evolution of the above mentioned perspective has two origins. Marketers began to realize that advertising, public relations, and sales were often at odds regarding responsibilities, bud obtains, management input and myriad other decisions affecting the successful marketing of a brand. Executives in each area competed with the others for resources and a voice in decision making. The outcome was inconsistent promotional efforts, purposeless money, counterproductive management decisions, and, perhaps worst of all, confusion among consumers.Secondly, the marketing perspective itself began to shift from being market oriented to market driven. Marketing communication was traditionally viewed as an inside-out way of presenting the companys messages. publicise was the dominant element in the promotional mix because the hand media could effectively deliver a sales message to a mass audience. But then(prenominal) the mass market began to fragment. Consumer s became better educated and more skeptical about advertising.A variety of sources, both controlled by the marketer and uncontrolled, became important to consumers. News reports, word-of-mouth, experts opinions, and financial reports were just some of the brand contacts consumers began to use to learn about and form attitudes and opinions about a brand or company, or make purchase decisions. Advertising began to lose some of its luster in terms of its ability to deliver huge homogeneous audiences. Companies began to seek new ways to coordinate the multiplicity of product and company messages being issued and used by consumers and others.Thus, two ideas permeate integrated marketing communication relationship building and synergy. rather than the traditional inside-out view, integrated marketing communication is seen as an outside-in perspective. Customers are viewed not as targets but as partners in an ongoing relationship. Customers, prospects, and others impinge on the brand and company through a host of sources and create from these various contacts ideas about the brand and company. By knowing the media habits and lifestyles of important consumer segments, marketers can tailor messages through media that are almost likely to reach these segments at times when these segments are most likely to be receptive to these messages, thus optimizing the marketing communication effort.Ideally, integrated marketing communication is implemented by developing comprehensive databases on customers and prospects, segmenting these current and potential customers into groups with certain common awareness levels, predispositions, and behaviors, and developing messages and media strategies that guide the communication tactics to tinct marketing objectives. In doing this, integrated marketing communication builds and honours mutually profitable relationships with customers and other important stakeholders and generates synergy by coordinating all elements in the promotional mix into a program that possesses clarity, consistency, and maximum impact.Practitioners and academics alike, however, have noted the difficulty of effectively implementing integrated marketing communication. Defining exactly what integrated marketing communication is has been difficult. For example, medepose coordinating messages so that speaking with one clear voice in all promotional efforts does not fully grab the meaning of integrated marketing communication. Also, changing the organization to accommodate the integrated approach has challenged the command and control structure of many organizations. However, studies suggest that integrated marketing communication is viewed by a vast majority of marketing executives as having the greatest potential impact on their companys marketing strategies, more so than the economy, pricing, and globalization.The splendour of advertising in marketing communicationAdvertising has four characteristics it is persuasive in nature it is non-pe rsonal it is paid for by an identified sponsor and it is circularised through mass channels of communication.Advertising messages may promote the adoption of goods, services, persons, or ideas. Because the sales message is disseminated through the mass mediaas opposed to personal sellingit is viewed as a much cheaper way of reaching consumers. However, its non-personal nature means it lacks the ability to tailor the sales message to the message recipient and, more importantly, actually get the sale. Therefore, advertising effects are best measured in terms of increasing awareness and changing attitudes and opinions, not creating sales.Advertisings contribution to sales is difficult to sequestrate because many factors influence sales. The contribution advertising makes to sales are best viewed over the long run. The exception to this thinking is within the internet arena. While banner ads, pop-ups and interstitials should still be viewed as brand promoting and not necessarily sale s drivers, technology provides the ability to track how many of a websites visitors click the banner, investigate a product, request more information, and ultimately make a purchase.Through the use of symbols and images advertising can help differentiate products and services that are otherwise similar. Advertising also helps create and maintain brand equity. Brand equity is an intangible asset that results from a favorable image, impressions of differentiation, or consumer attachment to the company, brand, or trademark. This equity translates into great sales volume, and/or higher margins, thus greater competitive advantage. Brand equity is established and maintained through advertising that focuses on image, product attributes, service, or other features of the company and its products or services.Cost is the greatest disadvantage of advertising. The average cost for a 30-second spot on network television increase five-fold surrounded by 1980 and 2005. Plus, the average cost of producing a 30-second ad for network television is quite expensive. It is not uncommon for a national advertiser to spend in the millions of dollars for one 30-second commercial to be produced. Add more millions on top of that if celebrity talent is utilized.Credibility and clutter are other disadvantages. Consumers have render increasingly skeptical about advertising messages and tend to resent advertisers attempt to persuade. Advertising is everywhere, from network television, to daily newspapers, to roadside billboards, to golf course signs, to stickers on harvest-tide in grocery stores. Clutter encourages consumers to ignore many advertising messages. New media are emerging, such as digital video recorders which allow consumers to record programs and then skip commercials, and satellite radio which provides a majority of its channels advertising free.Marketing communication and public relationsPublic relations is defined as a management function which identifies, establishes, and maintains mutually beneficial relationships between an organization and the publics upon which its success or failure depends. Whereas advertising is a one-way communication from sender (the marketer) to the receiver (the consumer or the retail trade), public relations considers multiple audiences (consumers, employees, suppliers, vendors, etc.) and uses two-way communication to monitor feedback and adjust both its message and the organizations actions for maximum benefit.A primary tool used by public relations practitioners is publicity. Publicity capitalizes on the news value of a product, service, idea, person or event so that the information can be disseminated through the news media. This third party endorsement by the news media provides a vital boost to the marketing communication message credibility. Articles in the media are perceived as being more objective than advertisements, and their messages are more likely to be absorbed and believed. For example, after the CBS newsmagazine 60 proceeding reported in the early 1990s that drinking moderate amounts of red vino could prevent heart attacks by lowering cholesterol red wine sales in the United States increased 50 percent. The other benefit publicity offers is that it is free, not considering the great amount of effort it can require to get out-bound publicity noticed and picked up by media sources.Public relations role in the promotional mix is becoming more important because of what Philip Kotler describes as an over communicated society. Consumers develop communication-avoidance routines where they are likely to tune out commercial messages. As advertising loses some of its cost-effectiveness, marketers are turning to news coverage, events, and community programs to help disseminate their product and company messages. Some consumers may also base their purchase decisions on the image of the company, for example, how environmentally responsible the company is.Direct marketing and database marke tingDirect marketing, the oldest form of marketing, is the process of communicating directly with target customers to encourage response by telephone, mail, electronic means, or personal visit. Users of direct marketing include retailers, wholesalers, manufacturers, and service providers, and they use a variety of methods including direct mail, telemarketing, direct-response advertising, and online computer shopping services, cable shopping networks, and infomercials.Traditionally not viewed as an element in the promotional mix, direct marketing represents one of the most profound changes in marketing and promotion in the last 25 years. Aspects of direct marketing, which includes direct response advertising and direct mail advertising as well as the various research and support activities necessary for their implementation, have been adopted by virtually all companies engaged in marketing products, services, ideas, or persons.Direct marketing has become an important part of many mar keting communication programs for three reasons. First, the number of two-income households has increased dramatically. About six in every ten women in the United States work outside the home. This has reduced the amount of time families have for shopping trips. Secondly, more shoppers than ever before rely on credit cards for payment of goods and services. These cashless transactions make products easier and faster to purchase.Database marketing is a form of direct marketing that attempts to gain and reinforce sales transactions while at the same time being customer driven. Successful database marketing continually updates lists of prospects and customers by identifying who they are, what they are like, and what they are purchasing now or may be purchasing in the future. By using database marketing, marketers can develop products and/or product packages to meet their customers needs or develop creative and media strategies that match their tastes, values, and lifestyles.The importa nce of Sales promotion, sponsorships and exhibitions.Sales promotions are direct inducements that offer extra incentives to enhance or speed the products movement from producer to consumer. Sales promotions may be directed at the consumer or the trade. Consumer promotions such as coupons, sampling, premiums, sweepstakes, price packs, low-cost financing deals, and rebates are purchase incentives in that they induce product trial and encourage repurchase. Consumer promotions may also include incentives to visit a retail establishment or request additional information.Sales promotions can motivate customers to select a exceptional brand, especially when brands appear to be equal, and they can produce more immediate and measurable results than advertising. However, too heavy a reliance on sales promotions results in deal-prone consumers with little brand loyalty and too much price sensitivity. Sales promotions can also force competitors to offer similar inducements, with sales and pro fits suffering for everyone.Sponsorships, or event marketing, combine advertising and sales promotions with public relations. Sponsorships increase awareness of a company or product, build loyalty with a specific target audience, help differentiate a product from its competitors, provide merchandising opportunities, demonstrate loading to a community or ethnic group, or impact the bottom line. Like advertising, sponsorships are initiated to build long-term associations.Exhibits, or trade shows, are hybridization forms of promotion between business-to-business advertising and personal selling. Trade shows provide opportunities for face-to-face contact with prospects, enable new companies to create a viable customer base in a short period of time, and allow small and midsize companies that may not be visited on a regular basis by salespeople to become familiar with suppliers and vendors. Because many trade shows generate media attention, they have also become popular venues for intr oducing new products and providing a stage for executives to gain visibility.When we talk about personalised selling, it includes all person-to-person contact with customers with the purpose of introducing the product to the customer, convincing him or her of the products value, and closing the sale. The role of personal selling varies from organization to organization, depending on the nature and size of the company, the industry, and the products or services it is marketing. Many marketing executives realize that both sales and non-sales employees act as salespeople for their organization in one way or another. in the flesh(predicate) selling is the most effective way to make a sale because of the interpersonal communication between the salesperson and the prospect. Messages can be tailored to particular situations, immediate feedback can be processed, and message strategies can be changed to accommodate the feedback. However, personal selling is the most expensive way to make a sale.Marketing communication and Internet marketingJust as direct marketing has become a prominent player in the promotional mix, so too has the Internet. Web sites provide a new way of transmitting information, entertainment, and advertising, and have generated a new dimension in marketing electronic commerce. E-commerce is the term used to describe the act of selling goods and services over the Internet.In other words, the Internet has become more that a communication channel it is a marketing channel itself with companies such as Amazon.com, eBay, and others selling goods via the Internet to individuals around the globe. In less than 10 years advertising expenditures on the Internet will opponent those for radio and outdoor. Public relations practitioners realize the value that web sites offer in establishing and maintaining relationships with important publics. For example, company and product information can be stick on on the companys site for news reporters researching stor ies and for current and potential customers seeking information. Political candidates have web sites that provide information about their background and their political experience.The interactivity of the Internet is perhaps its greatest asset. By communicating with customers, prospects, and others one-on-one, firms can build databases that help them meet specific needs of individuals, thus building a loyal customer base. Because the cost of entry is negligible, the Internet is cluttered with web sites. However, this clutter does not present the same kind of problem that advertising clutter does. Advertising and most other forms of promotion assume a passive audience that will be exposed to marketing communication messages via the mass media or mail disregarding of their receptivity. Web sites require audiences who are active in the information-seeking process to purposely visit the site. Therefore, the quality and freshness of content is vital for the success of the web site. mult inational Marketing Communications and Cultural Issues.There are a whole range of cultural issues that international marketers need to consider when communicating with target audiences in different nuances. Language will always be a challenge. One cannot use a single language for an international campaign. For example, there are between six and twelve main regional variations of the Chinese languages, with the most popular being Mandarin, followed by Wu, Min, and Cantonese.India has 22 languages including Assamese, Bengali, Bodo, Dogri, Gujarati, Hindi, Punjabi, and Tamil to name but a few. Of course language choice could affect branding choices, and the names of products and services. Hidden messages and humor would be especially tricky to convey. Famous examples include the Vauxhall Corsa, which was called the Nova in the United dry land of course No VA Would not be an acceptable name in Spanish. A similar problem was left unaddressed by Toyota, with their MR2 in France (think about it).Design, symbolism and aesthetics sometimes do not transcend international boundaries. For example Japanese aesthetics sometimes focus upon taste and beauty. Also find at Japanese cars from the front they have a smiling face. The manner in which people present themselves in terms of dress and appearance changes from culture to culture. For example in Maori culture, dress plays a central role with everyday clothing differing greatly from ceremonial costume. Whereas in Western business-culture the standard uniform tends to be a conservative collar and tie.ConclusionFrom the above discussions we can see that marketing communication has become an integral part of the social and economic system. Consumers rely on the information from marketing communication to make wise purchase decisions. Businesses, ranging from multinational corporations to small retailers, depend on marketing communication to sell their goods and services.Marketing communication has also become an importan t player in the life of a business. Marketing communication helps move products, services, and ideas from manufacturers to end users and builds and maintains relationships with customers, prospects, and other important stakeholders in the company. Advertising and sales promotion will continue to play important roles in marketing communication mix. However, marketing strategies that stress relationship building in addition to producing sales will force marketers to consider all the elements in the marketing communication mix.I hope, In the future new information gathering techniques will help marketers target more precisely customers and prospects using direct marketing strategies. New media technologies will provide businesses and consumers new ways to establish and reinforce relationships that are important for the success of the firm and important for consumers as they make purchase decisions. In the coming years I believe, Internet will become a major force in how organizations c ommunicate with a variety of constituents, customers, clients, and other interested parties.

Killing Kids Essay -- Biology Essays Research Papers

Killing Kids M is nine years old(1). At this young age she has already beaten and tortured a 4 year old girl to death. She presents with absolutely no remorse about the incident. Any regret that she does exhibit is out-of-pocket to the fact that she understands that she is expected to feel apologetic about the incident, not because she intuitively feels remorse. D is ten years old (1). He has already killed a quatern year old girl because she was annoying him. He slapped her so hard that she fell to the ground and consequently died. While in the hospital, he was observed retentivity anformer(a) patients head under the water even after he was told not to do so. S is 10 years old and refuses to go to school. Instead, he runs across the street to play video games with his friend. When he is not over at his friends house he sets fires for fun. In addition, he often asked to extradite drugs for his father with whom he has intermittent contact. He has been arrested for shop lifting fro m a local grocery(1). Dylan Klebold and Eric Harris walked into school on April 21, 1999 and killed 23 other people before finally taking their own lives(2). All of these people exhibit symptoms of conduct disorder.Conduct disorder is an inability to follow rules and behave in a socially acceptable way. battalion with this disorder exhibit aggression towards people and animals, be destructive towards property, are deceitful and seriously violate rules set by authority figures(3). Moreover, there are usually problems in the home such as divorce, poverty, child abuse, neglect, or parents that carry their own psychiatric diagnoses. In addition, patients with the disorder often carry other diagnoses such as oppositional defiant disorder, mood disorders, anxiety, attentio... ...sorder , Part of the University of Virginia Institute of Law, Psychiatry, & Public Policy website.http//www.ilppp.virginia.edu/juv/ConDis.html.8) Counseling Children with Conduct Disorder , Part of the Counsel ing Today website.http//www.conseling.org/ctolin/achives/conduct.html.9) A Double-Blind Study of Risperidone in the Treatment of Conduct Disorder, Published in the Journal of the American Academy of Child and Adolescent Psychiatry and found on the generate articles.com website.http//www.findarticles.com/cf_0/m2250/4_39/61909235/promt.jhtml10) How Youngest Killers Differ Peer Support, On the New York clock website.http//www.nytimes.com/library/national/040900rampage-youth.html.11) The Threaten, Seethe and Unhinge, Then Kill in Quantity , On the New York Times website.http//www.nytimes.com/library/national/040900rampage-killers.html.

Noise Reduction In Hearing Aids :: essays research papers

Recently in a local hearing clinic, a clients concerns were discussed. Im afraid I wont like them. My brother in law bought two hearing aids, and he keeps them in a drawer in the kitchen. patch the number of people displease with their hearing aids hovers around 50%, the hearing aid industry is hard pressed to decrease the number of returns, and increase the average daily physical exercise of each aid. In order to accomplish this, hearing aid manufacturers must answer the most often heard complaint It doesnt work hale in noise. Unfortunately, a hearing aid will never be able to accomplish the sifting and sorting that is carried out in the human brain. While a person with normal hearing sits in a restaurant, he can distinguish a conversational speech indication that is as shrimpy as three decibels greater than the ambient noise. On the other hand, a person with a 30-decibel sensorineural loss might need the speech signal to be 15 or more decibels greater than the ambient noise. The hearing aids task is to acoustically or electronically compensate for both the neurological shortcomings of the hearing impaired person and the wide band increase inherent in any basic amplifier. Acoustic compensation can be carried out in a hearing aid microphone. Most hearing aids today utilize omnidirectional microphones, which pick up sound evenly from all directions. This may be beneficial and practical in some cases, as in the completely in the canal (CIC) aid. The CIC aid uses the natural funneling of the atrial auricle in order to focus sound directly into the instrument. Behind-the-ear (BTE) and full concha in-the-ear (ITE) aids lose this anatomical feature, and may benefit from a directional microphone. The purpose of use a directional microphone is to focus its sensitivity toward the front of the listener, thereby attenuating or reducing unwanted noise or competition emanating from behind the listener. (Stach 1998) microphone directionality can be accomplished by using a single microphone with two sound inlets. In this mechanical method, the time jug created by a sound entering each inlet is precisely calibrated to cancel out sounds from the sides and back of the microphone as they strike the diaphragm. The Phonak MicroZoom&61668 uses an electronic approach. Each MicroZoom&61668 contains two omnidirectional microphones. According to the flyer, One picks up sound in front of you while a second picks up sound from the sides and rear.

Use of Private Military Companies (PMCs) in Africa Essay -- Providing

PMCs emerge in a history course as an inevitable result of the changing in foundation structure and technology development. This critical review examines Anna Leanders article on the paradox of implementing private military companies (PMCs) in Africa. The central issue is how trade protection great deal be influenced by the using of PMCs. Building on Leanders argument, this review argues that PMC is a double-edged sword that bath be used to provide certification as well as to stir insecurity. The blurred public and private lines and ambiguous regulations of PMCs cannot be neglect thus the use of PMC forces need stronger regulation and a better system of cooperation with other national or international actors. The review will first analyze the reasons for using PMCs as a way to keep up security in Africa mainly based on Leanders views and partly on Singers points. Then the review will analyze factors bestow to the negative side of PMCs, especially in Darfurs case and in Iraqs c ase.Leander recognizes the paradoxical situation faces by employing private military companies forces to solve the security problems in Africa. As a matter of fact, the line between public and private security orders in swooning African states has already been blurred (Leander, 2005, p.606). one-on-one forces are inevitable actors in those African states, thus on the one hand, it is argued that encouraging PMCs in Africa is able to restore the order. In the special case of weak African states, the poor conditions and frequent conflicts call for such a force multiplier as the PMCs. Leader concludes four reasons that PMCs should be considered to organize the chaos in Africa. First, PMCs are external forces to break the cycles of violence in Africa (Leander, 2005, p.607). T... ...ch PMCs played important role in many major combat, while PMCs fill the gap between U.S army and locals and take for the reconstruction projects after war, democracy issues also need to be considered. The hiring of PMCs is mostly directly through government and military forces, which means citizens can be easily excluded from the decision process when their money are spent on buying military services, possibly, to invade another country. Therefore, to conclude, the emergence of PMCs as essential roles in Africa is an inevitable course. The wars do not find PMCs, but PMCs find wars and sell themselves. They will be frequent actors in the combat which can maintain and improve the local security. While on the contrary, to build a mature and secure system for PMCs, a lot more unstable factors need to be taken into consideration by international and national actors.

Antlantic city :: essays research papers

Atlantic cityThe Great Transformation From A Casino City To a Resort Destination Atlantic City is the place to venture on the East Coast. Although this may initially seem to be a positive characteristic, it is evident that this destination has the capability to be so much more(prenominal) than it already is. This point of interest has the worlds first boardwalk, which opened in 1881, has 4 miles of hotels, amusements, and casinos. Atlantic City was originally a resort town, until 1978, when it changed into a gaming city. This popular day-trip destination had over 34 million visitors in 1998 al champion. Despite this amazing statistic, along with the revenue that gambling brings in, many steps ar being taken in order to further promote the expansion of this great city. The renovations and improvements being made to the Atlantic City shape Center argon already increasing the amount of money coming in. There is a great deal of other things to focus on in the Atlantic City region. I n endorsing local attractions in this scenic area, and in shifting the target market of this spot, this city would change back into a resort destination. When most heap think of Atlantic City, the first thing that comes to mind is the casino attractions that are available. With the citys constant shuffle and excitement, gamblers from all over go there dreaming of a big win. Many people consider Atlantic City to be the Las Vegas of the East Coast. There are over 12 casinos, with one building as magnificent as the next. At any given second of the day, these hopefuls may have their lives changed in an instant with just one win. These casino hotels gain most of their income from gamblers. Casinos employ almost 49,000 people every year. This number should actually jump when the Marina District opens. Although Atlantic City prospers as a gamblers paradise, many would love to show others just how much more Atlantic City really has to offer its tourists. The Atlantic City Convention Cente r, built in 1929, was renovated with $72 million in 1997. With the worlds largest pipe organ, everyone from the Beatles to Pavarotti has played there. It was designated a historic landmark in 1987. Conventions, trade shows, meetings, and humanity events of the greater Atlantic City area all take place here. When the renovation is finally completed, it will seat up to 12,000 people for special events.