The Evolution Of Database Management System

The Evolution Of Database Management System In the ancient times when there was no computer, the data began to be stored in voluminous data repositories, called books. And eventually with the improvement in technology and expansion in knowledge the whole communities of books transferred to the first real database libraries. The main objective of the database is to ensure that data can be stored and retrieved easily and effectively. It is a compilation of data (records) in a structured way. In a database, the information is stored in a tabular form where data may or may not be interlinked. Hence we can say that basically database is a compilation of database files and each database file is further a collection of records. Database models: Flat files (1960s 1980s): Flat file database is a database that stores information in a single file or table. In a text file, every line contains one record where fields either have fixed length or they are separated by commas, whitespaces, tabs or any other character. In a flat file database, there is no structural relationship among the records and they cannot contain multiple tables as well. Advantages: Flat file database is best for small databases. It is easy to understand and implement. Fewer skills are required to handle a flat file database. Less hardware and software skills are required to maintain a flat file database. Disadvantages: A flat file may contain fields which duplicate the data as there is no automation in flat files. If one record is to be deleted from the flat file database, then all the relevant information in different fields has to be deleted manually making the data manipulation inefficient. Flat file database waste the computer space by requiring it to keep the information on items that are logically cannot be available. Information retrieving is very time consuming in a large database. Implementation of a flat file database: Flat file database is implemented in: Berkeley DB SQLite Mimesis TheIntegrationEngineer etc. Hierarchical database (1970s 1990s): As the name indicates, hierarchical database contains data in a hierarchically-arranged data. More perceptively it can be visualized as a family tree where there is a parent and a child relationship. Each parent can have many children but one child can only have one parent i.e.; one-to-many relationship. Its hierarchical structure contains levels or segments which are equivalent to the file systems record type. All attributes of a specific record are listed under the entity type. In hierarchical database, the entity type is the main table, rows of a table represent the records and columns represent the attributes. In the above figure, CUSTOMER is the parent and it has two children (CHCKACCT SAVEACCT). Advantages: In a hierarchical database pace of accessing the information is speedy due to the predefined paths. This increases the performance of a database. The relationships among different entities are easy to understand. Disadvantages: Hierarchical database model lacks flexibility. If a new relationship is to be established between two entities then a new and possibly a redundant database structure has to be build. Maintenance and of data is inefficient in a hierarchical model. Any change in the relationships may require manual reorganization of the data. This model is also inefficient for non-hierarchical accesses. Network database (1970s 1990s): The inventor of network model is Charles Bachmann. Unlike hierarchical database model, network database allows multiple parent and child relationships i.e., it maintains many-to-many relationship. Network database is basically a graph structure. The network database model was created to achieve three main objectives: To represent complex data relationships more effectively. To improve the performance of the database. To implement a database standard. In a network database a relationship is referred to as a set. Each set comprises of two types of records, an owner record which is same as parent type in hierarchical and a member record which is similar to the child type record in hierarchical database model. Advantages: The network database model makes the data access quite easy and proficient as an application can access the owner record and all the member records within a set. This model is conceptually easy to design. This model ensures data integrity because no member can exist without an owner. So the user must make an owner entry and then the member records. The network model also ensures the data independence because the application works independently of the data. Disadvantages: The model lacks structural independence which means that to bring any change in the database structure; the application program must also be modified before accessing the data. A user friendly database management system cannot be established via network model. Implementation of network database: Network database is implemented in: Digital Equipment Corporation DBMS-10 Digital Equipment Corporation DBMS-20 RDM Embedded Turbo IMAGE Univac DMS-1100 etc. Relational database (1980s present): Relational database model was proposed by E.F. Codd. After the hierarchical and network model, the birth of this model was huge step ahead. It allows the entities to be related through a common attribute. So in order to relate two tables (entities), they simply need to have a common attribute. In the tables there are primary keys and alternative keys. Primary keys form a relation with the alternative keys. This property makes this model extremely flexible. Thus using relational database ample information can be stored using small tables. The accessing of data is also very efficient. The user only has to enter a query, and the application provides the user with the asked information. Relational databases are established using a computer language, Structured Query Language (SQL). This language forms the basis of all the database applications available today, from Access to Oracle. Advantages: Relational database supports mathematical set of operations like union, intersection, difference and Cartesian product. It also supports select, project, relational join and division operations. Relational database uses normalization structure which helps to achieve data independence more easily. Security control can also be implemented more effectively by imposing an authorization control on the sensitive attributes present in a table. Relational database uses a language which is easy and human readable. Disadvantages: The response to a query becomes time-consuming and inefficient if the number of tables between which the relationships are established increases. Implementation of Relational Database: Oracle Microsoft IBM My SQL PostgreSQL SQLite Object-oriented database (1990s present): Object oriented database management system is that database system in which the data or information is presented in the form of objects, much like in object-oriented programming language. Furthermore, object oriented DBMS also facilitate the user by offering transaction support, language for various queries, and indexing options. Also, these database systems have the ability to handle data efficiently over multiple servers. Unlike relational database, object-oriented database works in the framework of real programming languages like JAVA or C++. Advantages: If there are complex (many-to-many) relationships between the entities, the object-oriented database handles them much faster than any of the above discussed database models. Navigation through the data is much easier. Objects do not require assembly or disassembly hence saving the coding and execution time. Disadvantages: Lower efficiency level when data or relationships are simple. Data can be accessible via specific language using a particular API which is not the case in relational databases. Object-relational database (1990s present): Defined in simple terms, an object relational database management system displays a modified object-oriented user-display over the already implemented relational database management system. When various software interact with this modified-database management system, they will customarily operate in a manner such that the data is assumed to be saved as objects. The basic working of this database management system is that it translates the useful data into organized tables, distributed in rows and columns, and from then onwards, it manages data the same way as done in a relational database system. Similarly, when the data is to be accessed by the user, it is again translated from processed to complex form. Advantages: Data remains encapsulated in object-relational database. Concept of inheritance and polymorphism can also be implemented in this database. Disadvantages: Object relational database is complex. Proponents of relational approach believe simplicity and purity of relational model are lost. It is costly as well. Web enabled database (1990s present): Web enabled database simply put a database with a web-based interface. This implies that there can be a separation of concerns; namely, the web designer does not need to know the details about the DBs underlying design. Similarly, the DB designer needs to concern himself with the DBs web interface. A web enabled database uses three layers to function: a presentation layer, a middle layer and the database layer. Advantages: A web-enabled database allows users to get the information they need from a central repository on demand. The database is easy and simple to use. The data accessibility is easy via web-enabled database. Disadvantages: Main disadvantage is that it can be hacked easily. Web enabled databases support the full range of DB operations, but in order to make them easy to use, they must be dumped down.

The quantitative data analysis

The quantitative data analysis Quantitative data analysis has been an inevitable part of social science research. Like any other discipline, the theories are taught to students to give them an idea and generalisation of social facts and books, journals and other sources are used for the same. However, at times these sources are not adequate and research needs to be done in order to gain a deeper knowledge. That is when quantitative data analysis comes into picture. There have been questions raised on the need to study quantitative data analysis with the emergence of importance of qualititative data (Bryman 1988a), but the formers importance has waned little. It helps that a larger proportion of empirical research that is conducted draws upon quantitative data. The research design for any research study undertaken includes the method that needs to be applied for the purpose of collecting and analysing data. Data collection can be done two ways- primary collection and secondary analysis of data. When the researcher collects data on their own for the sole purpose of the research that they are conducting, they are making use of primary data collection. The procedures used in these collection best suits the research problem at hand. The secondary analysis of data involves collecting data for a different research purpose but that is reused for the present research question. Primary and Secondary Data As explained before, data collected for the specific problem, primary data involves addition of new data to the existing store of knowledge surrounding the research area. When this material is used by other researchers, then this becomes secondary. Hox and Boeije (2005) maintain that the primary data can be used for: Description of contemporary and historical attribute, Comparative research or replication of original research, Reanalysis for the purpose of asking new questions which were not addressed originally, Research design and methodological advancement and lastly for 5. Teaching and learning Secondary analysis utilises the existing data, collected for the purposes of a prior study, in order to pursue a research interest which is distinct from that of the original work (Heaton 2002). Secondary data analysis is usually made of quantitative data where the information is made of researched objects whose characteristics have been coded in variables that can have a range of values. In fact, secondary analysis of quantitative data is common but the practice is not the same when it comes to qualitative data (Hinds, Vogel and Clarke-Steffen 1997). Strengths and Weaknesses Social science researchers undertaking research have a choice of opting to go for primary data- information that they need to collect by themselves or for secondary- searching for data that relates to the research problem in hand. There are distinct pros and cons of going for both. In this section, we will discuss what advantages or disadvantages the researcher faces when using any of these data collection methods. One of the important advantages of going the way of primary data collection is that making use of the theoretical constructs, research design and the data collection strategy can be built with the research question in mind. This will ensure that the research study is coherent and the data collected is distinctly relevant to the problem at hand. A disadvantage lies in the fact that primary data collection can be quite time consuming and expensive affair and considering the limitations of certain research study in terms of time and budget, primary data collection might not be a viable option for many researchers. Another aspect of primary data collection is in its error inducing nature. Sampling errors made by inefficient field workers can skew up the research. Some of the prominent data collection methods in primary data are: experiments, surveys like interviews, mail and web surveys. In the case of the experiment, the researcher is able to have a control on who participates in the research and the research situation being under the researchers control means that there is strong control of design and procedure permitting causal interpretation of the results. Thus the ability to have some control may be a distinct advantage for primary data, however this can turn into a disadvantage too as one might say that the researchers control has made the research artificial. In an experimental laboratory, variables are easily manageable and there is no place for the circumstantial issues that dominate in everyday life. While conducting surveys, the researcher is able to gather both subjective as well as objective characteristics of the population. If interview questions are carefully designed, evaluated and tested, surveys are a very method to obtain first-hand valid responses from respondents. Effectively, this leads us to understanding of the advantage of secondary data analysis. Secondary data is far easier to collect and is less expensive and the access to relevant information is faster. The disadvantage lies in the fact that secondary data was collected originally for a different purpose and therefore might not be optimal for the research problem that is being considered. Heaton points out another argument favouring the use of secondary data analysis stating that it can be used to generate new knowledge, new hypotheses supporting an existing theory and it also reduces the burden that is placed on respondents (for primary data collection) by removing the need to further recruit subjects thus allowing a wider use of data from rare and inaccessible respondents. Not all social research problems can allow the usage of secondary analysis. It has been determined that it is more convenient for certain researchers, namely students and in some cases by researchers re-using their own data rather than by independent analysts. (Szabo and Strang 1997). In their own right secondary data analysis is an effective tool in teaching as it helps in introducing students to a discipline and provides a supplement to the process of teaching (Sobal 1982). But the cons behind using the same are numerous. The researcher will need to locate the source of data that is more relevant to the study and this can be time consuming as pointed out earlier. The researcher should also be able to retrieve the data, which at times can be difficult. Also, the data should be able to meet the quality requirements of the present research. Besides, the reliability of the secondary data is also a major function of the organisation that gathers, organises and publishes the data. Another crippling factor that arises in the use of secondary analysis is that it differs from systematic reviews and the meta-analyses of qualitative studies that aim towards compiling and assessing the evidence relating to a common research concern or area of practice (Popay, Rogers and Williams 1998). An issue that doesnt come in forefront when discussing secondary analysis is the principle of ethics behind using it. In using sensitive data, the researcher cannot assume informed consent. A professional judgement needs to be made about the usage of the secondary data and whether that violates any contract between the researchers and the original researcher (Hinds, Vogel and Clarke-Steffen 1997). Conclusion In conclusion, one may say that there are several advantages and disadvantages of secondary data analysis to collection of ones own primary data, and its usage is best suited to some research issues. But secondary data analysis is a valuable asset as they can act as a model for the collection of primary data. Suffice it to say that there might not be a need to choose between primary data and secondary data analysis at all, as the researcher can easily incorporate both in their research to gain a degree of balance between their strengths and weaknesses. What is most important is that both primary as well as secondary data should be accurate, reliable, appropriate, valid, precise and timely. References: Bryman, A. 1988), Quantity and Quality in Social Research, London: Routledge Heaton, L; Secondary analysis of qualitative data, 2003, in R. Miller and J. Brewer (eds.) The A-Z of Social Research, Sage, pp 285-288 Hinds, P.S., Vogel, R.J., Clarke-Steffen, L. (1997) The possibilities and pitfalls of doing a secondary analysis of a qualitative data set, Qualitative Health Research, vol. 7(3): 408-24. Hox, J.J. and Boeije, H.R. (2005). Data collection, primary versus secondary. in K. Kempf-Leonard (Ed.). Encyclopedia of Social Measurement, pp. 593-599 Popay, J., Rogers, A., Williams, G. (1998) Rationale and standards for the systematic review of qualitative literature in health services research, Qualitative Health Research, vol. 8 (3): pp. 329-40 Sobal, J. 1982, The Role of Secondary Data Analysis in Teaching the Social Sciences, Library Trends, vol. 30, n3, p479-88. Szabo, V. and Strang, V.R. (1997) Secondary analysis of qualitative data, Advances in Nursing Science, vol. 20(2): 66-74.

A Soldiers Home :: essays papers

A Soldiers Home The willingness to risk failure-as difficult as that can be-often leads us to remarkable discoveries about ourselves and our world. But on the other hand, not taking risks can save us from amounts of devastation and heartache. I think that was a major principle for Krebs in the short story, "Soldiers Home." After going to hell and back, it's almost inevitable that anyone under the circumstances would be completely overwhelmed by all that Krebs had experienced and risked. He risked his life, and was then thrown back into a society that he had been absent from for years, and finds that its all the exact way that he had left it, except he says, "Nothing was changed in the town except that the young girls had grown up." In Krebs case, after returning from war, he had become a completely different person. Distant, quiet and depressed. He didn't want to risk any complications. He didn't want to risk any part of himself ever again. He didn't want to work for what he wanted, he had worked hard enough and had been through a lifetime of disaster. All he wanted was to sit back and just live. Not enjoy life, not experience new and better things, he just wanted to live without any complications and without taking any risks. He mentions that he would like to have a girl, or more so wouldn't mind. But he doesn't want to work to get her, or do anything drastic to get her attention. It would just all be to complicated. He wants no commitment, no strings attached. "He did not want any consequences. He did not want any consequences ever again. He wanted to live without consequences. Besides, he did not really need a girl. The army had taught him that." For Krebs, asking out a girl would be a risk and lead to complications whether good or bad. And taking that risk just wasn't worth anything. Krebs was dead inside. Not intentionally, but subconsciously. He knew not of what he was doing.

Chinese Painting Genres :: essays papers

Chinese Painting Genres Painting Featuring Taoist, Monk and Supernatural This kind of painting described the figure of Taoist, Buddist, ghost or supernatural in legend. Painting Featuring Aquatic Animals This kind of painting described the figure of aquatic animals, such as dragon or insect, etc. Male This kind of painting described the figure of man. It was corresponded with Painting Court Lady. Painting Featuring Birds and Animals This kind of painting described the figure of bird. Court Lady This kind of painting described the figure of woman. Painting Featuring Beast This kind of painting described the figure of wild animals or domestic animals, such as tiger, lion, cow, goat, dog, horse, etc. Painting Featuring Flowers This kind of painting described the figure of flower and grass. Vertical Hanging Scroll Painting One of the mount format of Chinese painting. There have plain edge around the painting and shafts on its top and bottom. It could be hung on wall vertically. Long Handscroll Horizontal painting which was mounted to a scroll could be spread out, there have plain edge around the painting and shafts on its left and right. Long Handscroll should be read from right to left. An Album of Paintings or Calligraphy The album which made up with the small paintings in same size. Usually its number of page was oven, and had various style, such as butterfly style, etc. Fan Face This kind of painting is painted on the face of folding fan or round fan. Blue and Green Landscape The landscapes painting which executed in mineral green and azurite colors was called as Blue and Green Landscape. It divided by Big Blue and Green and Small Blue and Green. On the base of ochre color, Small Blue and Green executed mineral green and azurite colors; on the base of outline, Big Blue and Green executed arranging colors with decorative atmosphere. Ink and Light Colors Landscape On the base of ink draft,this kind of painting was completed by arranging light ochre color.It was called as "Ink and Light Colors Landscape".The painters in the Yuan dynasty were talented in painting the kind of painting,especially Huang Gongwang. Ink Landscape The landscapes painting which executed in ink but not colors was called as "Ink Landscape".It was said that ink landscapes originated from the Tang Dynasty.Later it became the favorite painting style in the literary painters. Literary Painting Differentiated to the painting by professional painter,this kind of painting was painted by the poet or literary.The style of this kind of paintings was called as "Literary Painting" and expressed in elegant and free atmosphere. Chinese Painting Genres :: essays papers Chinese Painting Genres Painting Featuring Taoist, Monk and Supernatural This kind of painting described the figure of Taoist, Buddist, ghost or supernatural in legend. Painting Featuring Aquatic Animals This kind of painting described the figure of aquatic animals, such as dragon or insect, etc. Male This kind of painting described the figure of man. It was corresponded with Painting Court Lady. Painting Featuring Birds and Animals This kind of painting described the figure of bird. Court Lady This kind of painting described the figure of woman. Painting Featuring Beast This kind of painting described the figure of wild animals or domestic animals, such as tiger, lion, cow, goat, dog, horse, etc. Painting Featuring Flowers This kind of painting described the figure of flower and grass. Vertical Hanging Scroll Painting One of the mount format of Chinese painting. There have plain edge around the painting and shafts on its top and bottom. It could be hung on wall vertically. Long Handscroll Horizontal painting which was mounted to a scroll could be spread out, there have plain edge around the painting and shafts on its left and right. Long Handscroll should be read from right to left. An Album of Paintings or Calligraphy The album which made up with the small paintings in same size. Usually its number of page was oven, and had various style, such as butterfly style, etc. Fan Face This kind of painting is painted on the face of folding fan or round fan. Blue and Green Landscape The landscapes painting which executed in mineral green and azurite colors was called as Blue and Green Landscape. It divided by Big Blue and Green and Small Blue and Green. On the base of ochre color, Small Blue and Green executed mineral green and azurite colors; on the base of outline, Big Blue and Green executed arranging colors with decorative atmosphere. Ink and Light Colors Landscape On the base of ink draft,this kind of painting was completed by arranging light ochre color.It was called as "Ink and Light Colors Landscape".The painters in the Yuan dynasty were talented in painting the kind of painting,especially Huang Gongwang. Ink Landscape The landscapes painting which executed in ink but not colors was called as "Ink Landscape".It was said that ink landscapes originated from the Tang Dynasty.Later it became the favorite painting style in the literary painters. Literary Painting Differentiated to the painting by professional painter,this kind of painting was painted by the poet or literary.The style of this kind of paintings was called as "Literary Painting" and expressed in elegant and free atmosphere.

Iroquois Kinship Essay

This paper is going to introduce the Iroquois kinship. Kinship can best be defined as a system of social relationships, or in simpler terms a system of family. Kinship can be seen in our everyday lives within our own circle of family and friends, and how we classify them in regards to importance and how we treat them based on our classifications of them. Kinship can best be defined as a system of social relationships, or in simpler terms a system of family. Kinship involves how people classify each other, the rules that affect people’s behavior and people’s actual behavior† (Nowak and Laird, 2010). Kinship can be seen in our everyday lives within our circle of family and friends, and how we classify them in regards to importance and how we treat them based on our classifications of them. For example, you may love your best friend and treat them with respect but would you respect your best friend more than you respect your mother? This provides us with an insight o f the kinship systems. The Iroquois are a female dominated group. Unlike most societies, the Iroquois trace their ancestry through the women making them a matrilineal society. It is a culture of responsibility and respect, where each person is valued for their contribution to the group. Women are the main producers of food and owners of the land. Men help by clearing and burning forest areas to prepare for farming and hunting small game. The younger adults are expected to do a greater share of the work due to their youth, strength, and stamina† (Laird and Nowak, 2010). The structure of the Iroquois kinship system gives responsibilities of all members regardless of age of their sex. â€Å"The males are responsible for hunting and clearing the land. The younger adults are expected to do a greater share of the work due to their youth, strength, and stamina† (Laird and Nowak, 2010). The Iroquois people are known as the â€Å"Haudenosaunee† or â€Å"The People of the Longhouse†. The Iroquois Indians are a horticultural society located in the Northeast region of North America. Horticultural societies use a atrilineal system of succession because the women have the primary responsibility for provision of food and goods for the family. This includes property, land, hunting and fishing territories, animals, and even knowledge. The likelihood of a society being or remaining a matrilineal society depends upon how much food is obtained from hunting and herding. The more men contribute by gathering food, the greater their importance and rol es will become. Because the Iroquois primarily rely on farmed foods for sustenance and trading, the women maintain the power status (Nowak & Laird, 2010). The Iroquois live in long houses because they have large extended families. In the Iroquois culture, the woman in a marriage holds most of the power. After a marriage the husband lives with the wife’s community. The longhouses provide separate living quarters for each family to occupy. Divorce exists as part of the Iroquois culture. If the wife no longer desires to be married, she simply places her husband’s belongings in front of the house indicating he has been removed from the family. If there are children involved, the children will remain with the mother. There some similarities between our culture and the Iroquois. The role of the female can be correlated when thinking of providing food for the family. The women gather food at the store as opposed to harvesting in the fields. Men also seem to have a correlation in they work they have responsibility to complete. Many males are involved in hunting for food and preparing an area or situation the female needs to complete a task much as the Iroquois prepare the field for planting. When comparing the Iroquois culture of kinship to personal family situations, many similarities emerged. The family members care for the elderly members in their homes. Several generations live in each of the homes. One family, living in a daughter’s home, includes the oldest grandmother, the grand-daughter and her husband, and two grand-sons. Another family unit, living in the daughter’s home, includes the second eldest woman and her husband, their daughter, a grand-daughter and two great-grandchildren. The daughters care for the older generation as well as helping the younger generation as they grow. The elder members of the family often try to run everyone else’s lives by instructing them on what they should and should not do and when they should do it. The Iroquois culture is one of the rare cultures of the world because it practices matrilineal descent. The Iroquois are matrilineal, the women hold most of the power in their tribes. Women are large contributors to the Iroquois food sources and greatly influence decisions made in the tribe. In a Iroquois marriage is where the woman holds most of her power and the children belong to her clan. If she is not satisfied with her husband, she can simply pack his things for him and send him back to his childhood tribe. The Iroquois used nature and the natural resources around them to meet their needs. The Iroquois is a matrilineal culture. Unlike most societies the Iroquois are a female dominated group and every person in the family has their own responsibilities. Each person is valued for their contribution to the group.

Acid Rain Research Paper Essay

Rain is one of the most dire and essential needs for a thriving ecosystem, and to sustain human, animal, and plant life. The water provided by the water cycle, the event causing rain, is required to keep all life on Earth alive. Rain, although naturally acidic, seems to have been increasing at a rapid rate due to many reasons. Some of these many reasons include, pollution. Pollution from homes, factories, power stations, cars, and many more man-made products. So even though rain, while naturally acidic, was not referred to as â€Å"Acid Rain† till man-made pollutions began to alter it in a greater way. The effect of these pollutions on rain, is now the reason why acid rain is of existence. However, contrary to popular belief, acid rain isn’t just a problem that’s occurred in the past thirty years. Over a hundred years ago, a chemist named Robert Smith found great evidence that the rainfall in Manchester, U.K. was more acidic than reasonable. After studying chemicals like sulphur dioxide, he found a link between the increased acidity in the rain and the amount of chemicals being given off when coal was burnt in factories. Acidity levels in rain rise mainly when pollutants from all aforementioned sources are mixed with the atmospheric moisture. Due to this mixing of the atmosphere, it is incredibly hard to maintain and/or contain the levels of acidity in rain to a single area. Pollutants and chemicals may be carried in clouds over incredibly long distances before finally resulting in downpour. This means that outside of factories and industrial zones, acid rain can hit commercial areas, and can also spread to wildlife areas, such as rainforests, forests, jungles, and other biomes. All this attributes to the rising rates of acidic rain over the past 100 years. The effects of acid rain on living things, such as plants, marine life, animals, and humans? There is an obvious and increasing link between acid rain and the harm done to organic life. Primarily, since more easily documentable, human health seems to be affected the most in this trifle. People can be harmed by breathing in toxins, chemicals, and pollutants, from either dry deposits of this acid rain, or chemicals can be released through vapor/liquid form. This can range from causing chest illnesses, breathing problems, birth defects, and other unusual diseases more and more commonly being revealed as time progresses. Some birth defects include, but are not limited to, birth without certain limbs, birth without ability to reproduce, or lacking reproductive organs completely, and other respiratory conditions. These respiratory conditions occur because when toxins burrow into the lungs, it acts as a poison, and causes the airways to get narrower. The narrowing of the respiratory system’s airways causes it to become harder to breathe. The same conditions exist for other organic life, only in a slightly different manner. Marine life and animals seem to exhibit nearly the same conditions that humans do, except with less frequent birth rates with lack of limbs. Breathing gets more difficult for all living organisms with a respiratory system, or similar breathing mechanism. However, acid rain becomes a much more complex matter when dealing with plants. Over the progression of time, scientists have noted a slowed progression of forests, leaves turning brown and dying whereas they should be green and healthy. After massive conductions of tests, scientists have noted that acid rain is one of the primary reasons for dying/slowed/injured rainforests. In other studies, it’s shown that soil degradation is a product resulting from acid rain, mainly in the eastern regions of the US. The effects of acid rain on buildings? The acidity levels in rain have a much slower impact on constructions and buildings than they do on organic life, but the impact is still notice, increasingly over the past few years. It is a proven scientific fact that acids have a corrosive effect on many buildings and sculptures, most notably, the statue of liberty. The Statue Of Liberty, being made from  copper, has an extreme reaction when having dealt with acid rain. As well as having a dire effect on constructions of copper, other materials such as limestone and marble also have an extreme corrosive reaction to acids and acid rain. It is scientific fact that any wet or dry deposition of sulfur dioxide drastically increases the rate of corrosion on limestone, marbles, sandstones, and coppers. A common test to prove this would be dropping an egg into vinegar, a test many have conducted as proof to this fact. Eggshells are made from the same materials as limestone, calcium carbonate, and vinegar also has a great acidity level. Within an hour from dropping this egg into the vinegar, the shell will completely dissolve. In these two pictures you can see the effects of acids on different construction material. This massively demonstrates the fatalities of acidic rain levels being increased over time. In the picture to the right, the eggs in water and orange are practically new, where as the egg in coke seems to have a few obstructions. However, the egg that is in the vinegar, is shown to be completely dissolving with bubbles even popping out from around it. In the picture to the left it show’s the stature of liberty as how it once used to be (Artists depiction), and of how it is now. These drastic effects are fatal on the environment, natural or manmade. Solutions to solve this problem of acid rain? To reduce the acidity levels of rain, industries must cut down the amount of sulphur dioxide being produced when fossil fuels are burned and used. Viewing it like this, industries have a few options in which to choose from. They can produce and use coal that has little to no amounts of sulphur on it, research can be done to find a way in which to remove sulphur from coal. Other choices, but less conventional range from using a different kind of fuel, or researching a way in which when the coal is burned, the sulfur is destroyed before being emissed into the atmosphere. There seems to be many ways to combat this issue, but the most conventional seems to be halting the emissions of pollutants all in all. Reducing the amount of nitrogen oxide emissions caused by car exhaust is an effective solution. Public transport systems need to be improved so that people can travel without having to use their cars. If more people used public transport, it would cut the number of  private vehicles on the roads, and would reduce pollution dramatically. Everybody needs to work together to reduce pollutants to make the world a safer and healthier place to live. In conclusion, acid rain continues to develop into a greater and more massive problem as time progresses. However, if certain countermeasures are taken, which in hindsight, shouldn’t have to have been even contemplated if measures were taken in the past, can prevent acidity levels in rain to become a greater problem than it already is. In addition to limiting its growth, we can also work together, industries and the common denizens of society, to lowering its level as a whole.

Coke vs Pepsi Essay

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton’s bookkeeper Frank Robinson (Anonymous, 2001). Birth of Coca Cola Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted â€Å"Coca Cola into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob’s Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America’s most popular fountain drinks, largely due to Candler’s aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900 Robinson (Anonymous, 2001). Advertising was an important factor in John Pemberton and Asa Candler’s success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle Robinson (Anonymous, 2001). STRENGTHS AND MARKETING STRATEGIES THAT ACCOUNTS FOR ITS SUCCESS: 1. COKE’S BRAIN BRANDING: Somehow, Coke has created a brand that its fans believe in and identify with. The brand unlocks a treasure trove of brand reinforcements that have little to do with the taste or quality of the product. And it was this effect that Coke turned its back on in the introduction of New Coke in 1985. It’s this untapping of brand beliefs we have to keep in mind when we talk about branding and search. With search interactions, the appearance of a brand can unlock belief structures just as strong as Coke’s (Anonymous, 2011). Absent a brand, consumers will choose on price. When a known brand is included, consumers will add their perception of the brand to the decision-making process and judge accordingly. So to increase the chances that your product or service is selected, make sure you have a strong brand with which people can identify themselves. Coke is a brand which has been endorsing brand personalities since its birth, indeed the brand personality most of the people run after. Its slogan says, â€Å"opens happiness† which is something that makes people think that they can actually have a good time sitting with friends and family while having coke through get together (Anonymous, 2001). 2. TASTE: * Coke’s flavor, which is slightly bitterer and less sweet, is easier to drink over long periods of time. So consumers are more likely to order a second Coke in a sitting than they are a second Pepsi. Also people like coke because it doesn’t take away the food you are drinking coke with like water instead gives a complimentary taste along the food which people like. * One research shows that people like coca cola because It’s the sugar rush and the caffeine as well as the refreshment factor. * It also is laced with cocaine (not since the early inception of coca-cola) * It’s addicting and its better than water and affordable (Delany, 2012). 3. QUALITY OF THE PRODUCT: * Coke is known for its exceptional quality and superiority in product value, the Company possesses quality certification from various local and international standards. 4. MORE EMOTIONAL BRANDING Many of the big Coke ad campaigns involve warm and fuzzy imagery: A jolly Santa Claus, adorable polar bears and nostalgic paintings. Studies have shown that these types of images cause people to feel more warmly toward Coke and thus be more likely to reach for the red cans instead of the blue ones at the store (Delany, 2012). 5. MORE HIGH PROFILE MARKETING CAMPAIGNS With highly visible spots on top-rated shows like â€Å"American Idol† and the Super bowl, Coke gets its brand in front of more people. In the last few years, Pepsi has opted for less traditional campaigns that have not had huge payoffs. People would definitely go for the product sponsoring their favorite TV shows when there’s a choice and competition between 2 products (Delany, 2012). OTHER FACTORS WHICH INDIRECTLY PROMOTE COKE CONSUMPTION: * Transportation fleet of 77 bulkers as well as 2 ship loaders for efficient transport of concentrate, this accounts for the quick and efficient reservoir filling of coke in different countries and boasts the consumption level. * The economy of scale enables the company to maintain overhead cost and provide an edge over other competitors due to lower fixed cost per ton. Operational process cost is constantly observed for escalating efficiency and reducing cost. * Strong network of around 200 countries, positioned at strategic locations throughout the world, has enabled the company to create a remarkable distribution system and access to markets at even the remote parts of the country. * Marketing communication options that makes the brand known to the people and set higher standards to be achieved. 1. Advertising 2. Promotions 3. Event marketing and sponsorship 4. Public relations and publicity 5. Personal selling * Categories of advertisement coca cola uses to promote sales and benefits: 1. Television 2. Radio 3. Print 4. Direct response 5. Interactive: websites and online ads 6. Place advertising: billboards, movies, programs, airlines, product placement and point of purchase advertisement. These advertisement strategies has some influence on the consumers which affects the promotion and sales the product choosing the right themes of ads and identifying the right target audience in the advertisement is what makes coca cola a superior brand over other competitors. Brand personality and themes of advertisement that suits the target audience is indeed that makes the consumer try the brand and then stick to it (Anonymous, 2011). * CONSUMER RELATIONS Throughout 2012, Coca-Cola contributed $1,700,500 to a $46 million dollar political campaign known as â€Å"The Coalition Against The Costly Food Labeling Proposition, sponsored by Farmers and Food Producers†. This organization was set up to oppose a citizen’s initiative, known as Proposition 37, demanding mandatory labeling of foods containing genetically modified ingredients. As a result, there is a growing boycott of their products across North America. People started following the brand and it benefitted the company (Anonymous, 2011). * FEASIBILITY TO EMPLOYERS: Coca cola company provides its employs with a wide range of feasibility which keeps them entangled into loyalty towards the company and to work in transformational terms rather than transactional. For example employee working in coca cola gets amount on which they started the job* no of years of his service, when they leave the company irrespective of whether they have been fired or given the resignation. For example an employee who worked for 10 years and with a starting salary of 80,000 rupees would get 8 lakh rupees when he would step out of the company along with his working experience. KO graduate gets an experience based degree in supply chain which can only be attained while working in the coca cola company. It is an experience base degree not yet accessible in Pakistan’s any institute or university, so working in coca cola not only provides its employees with monetarily benefits but also some experience based skills which are beyond the level of skills and accomplishments that other companies provides. Since KO graduate’s degree is inaccessible in Pakistan’s any university yet, so employees holding it through coca cola company would have a upper hand on all the other graduates and likewise are preferred more in other organizations as compared to those who doesn’t have it. These benefits opens doors into the big corporate world for employees. This is one strategy used by coca cola to keep the productive employees bound to the company and take the company far ahead toward the mission of the organization (Anonymous, 2011). * PARTICIPATION MARKETING: Participation marketing has witnessed tremendous growth in recent years as marketers are leveraging new media to build their brands through user-generated-content at a time when budgets are constrained (Anonymous, 2001). It is a thought not lost on Coke, which is turning to fans to help it double the size of its business by 2020. The soft drinks brand is looking to launch more collaborative product innovation projects with its customers, franchisees and bottlers as part of its ambition to become a less â€Å"secretive† company. Additionally, the brand is using its 50-million strong Facebook community to identify and support ideas that make people happy, a move the business is dubbing â€Å"the next step in fan culture.† STANDS AND POSITIONS: Coca-Cola has gone through a number of different advertising slogans in its long history, including â€Å"The pause that refreshes,† â€Å"I’d like to buy the world a Coke,† and â€Å"Coke is it.† COCA COLA in Pakistan claim in its slogan â€Å" OPENS HAPPINESS† is indeed true and fulfilled as it opens a way for family to sit in real time and chat while having coke. Children adore coke so they sit stacked for it. So do teenagers. The lyrics of the slogan are outstanding and so is the overall presentation! It charges you up in a charming, vigorous and vibrant way infusing positive emotions in your being with family and friends. People love coke (Delany, 2012). COCA-COLA OPENS HAPPINESS FOR CONSUMERS AND RETAILERS:| | | One of the world’s most iconic brands, Coca-Cola intimately understands consumer sentiment and how to influence their decision to buy, employing a combination of game-changing marketing savvy and retailer collaboration. Those winning in today’s marketplace understand the path to purchase can be influenced successfully through a deeper consideration of evolving consumer trends, and by working in partnership to make their brands relevant to shoppers (Anonymous, 2001).| IN MASS MEDIA: Coca-Cola has been prominently featured in countless films and television programs. Since its creation, it remains as one of the most important elements of the popular culture. It was a major plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be Crazy among many others. It provides a setting for comical corporate shenanigans in the novel Syrup by Maxx Barry. And in music, in The Beatles’ song, â€Å"Come Together†, the lyrics said, â€Å"He shoot Coca-Cola, he say†¦Ã¢â‚¬  The Beach Boys also referenced Coca-Cola in their 1964 song â€Å"All Summer Long† (i.e. ‘Member when you spilled Coke all over your blouse?) Also, the best selling artist of all time and worldwide cultural icon Elvis Presley, promoted Coca-Cola during his last tour of 1977. The Coca-Cola Company used Elvis’ image to promote the product. For example, the company used a song performed by Presley, A Little Less Conversation, in a Japanese Coca-Cola commercial (Anonymous, 2001). SALES: According to the 2005 Annual Report, the company sells beverage products in more than 200 countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest figure in 2010 shows that now they serve 1.6 billion drinks every day). Of these, beverages bearing the trademark â€Å"Coca-Cola† or â€Å"Coke† accounted for approximately 78% of the company’s total gallon sales. Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows: 42% in the United States 37% in Mexico, India, Brazil, Japan and the People’s Republic of China 20% spread throughout the rest of the world In 2010, it was announced that Coca-Cola had become the first brand to top  £1 billion in annual UK grocery sales (Anonymous, 2001). SALES CHART OF COCA COLA FROM 2001 TO 2010: Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. Coca-Cola (KO) has more than 500 non-alcoholic brands, which the company is selling worldwide. The company primarily sells sparkling beverages; however, its portfolio of products is not limited to these beverages. Coca-Cola also sells water, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca-Cola is one of the most widely recognizable brands in the world, and the company is mature. Like any other mature company, Coca-Cola pays a substantial percentage of its earnings to its shareholders in shape of cash dividends. Prospect of healthy income stream and stable growth makes Coca-Cola an ideal investment for income investors (Anonymous, 2011). BIGGEST COMPETITOR: PEPSI The two most popular carbonated drinks in almost all countries of the world are Coke and Pepsi. At first taste, they may seem the same, but those who prefer one over the other can tell the difference between them. They are both made from the same ingredients and they both contain the same amount of calories. * ABOUT COCA-COLA The popular drink known as Coke has the longer name of Coca-Cola. It was first manufactured in 1886 by John Pemberton as a medicinal product that contained cocaine. The cocaine content was removed from the recipe in 1930. The ingredients in Coke are carbonated water, sugar, phosphoric acid, caffeine and natural flavorings. The source of caffeine in Coke is Kola nuts. They contain about 3% caffeine and this is what gives the drink a bitter flavor. A can of coke contains about 140 calories. There are varieties of the drink as well, such as Vanilla Coke, caffeine-free Coke, sugar free Coke and Coke Zero. There is a mystery ingredient in Coke that is called 7X (Delany, 2012). * ABOUT PEPSI Pepsi, also known as Pepsi Cola, was first developed in North Carolina in 1893 by Caleb Bradham. It was originally known as â€Å"Brad’s Drink† because of the creator. He invented the drink in his pharmacy as a digestive drink that would also boost energy levels. The name of the drink comes from the enzyme, pepsin, which is one of the enzymes in the digestive system. The company changes the logo of Pepsi on an annual basis. The main ingredients are sugar, phosphoric acid, caramel color, caffeine, citric acid, corn syrup and natural flavors and there are about 150 calories in a can of Pepsi. It contains a higher percentage of sugar than other black carbonated beverages. The same company also sells other carbonated drinks, such as Mountain Dew and Diet Pepsi (Delany, 2012). * DIFFERENCES AND SIMILARITIES BETWEEN COKE AND PEPSI Both Pepsi and Coke are black carbonated drinks that are served in restaurants and cafes as well as being widely available in stores. They are sold in cans and various sizes of bottles. They look the same and cannot be distinguished by color alone. Pepsi tastes a bit sweeter than Coke because it contains more sugar. Coke has more fizz than Pepsi and is a smooth drink because the fizz evaporates faster. Today the ingredients are almost the same in both, but in the early years cocaine was one of the ingredients in Coke. Pepsi uses more branding techniques than Coke does and it changes its logo every year. Coke still has the same logo. It contains a mystery ingredient called 7X, but Pepsi does not have any mystery ingredients (Delany, 2012). This table will better illustrate the differences between Coke and Pepsi: Coke| Pepsi| Not as sweet as Pepsi, is fizzier, but smooth| Sweeter than Coke and not as smooth| Has a secret ingredient – 7X| No secret ingredient| Has the same logo| Changes its logo every year| SUGGESTION: Pepsi needs to place more attention to its Frito Lay brands, when people buy coke or Pepsi soft drinks they compliment with chips or cakes. Pepsi shouldn’t worry bout beating coke with soda, let consumer buy coke, but make sure that same consumer drink that coke, with a bag of lays brand chips or cakes. And if the consumer prefers Pepsi, than it’s a complete win for pepsico. REFERENCES: Delany.D. (2012). Reasons Why Coke Is Better Than Pepsi. Retrieved February 18, 2013, from http://www.ehow.com/info_8121864_reasons-coke-better-pepsi.html#ixzz2LMKm6jHF Anonymous. (2001). The coca cola company. Retrieved February 20, 2013, from