Cache Memory Plays A Lead Role Information Technology Essay

Cache Memory Plays A Lead Role Information Technology Essay Answer: Cache (prominent and pronounced as cash) memory is enormously and extremely fast memory that is built into a computers central processing unit (CPU) or located next to it on a separate chip. The CPU uses cache memory to store instructions that are repeatedly required to run programs, improving overall system speed. It helps CPU to accessing for frequently or recently accessed data. C:UsersraushanPicturespage36-1.jpg References: http://www.wisegeek.com/what-is-cache-memory.htm Reason for Cache Memory: There are various reasons for using Cache in the computer some of the reason is mentioning following. The RAM is comparatively very slow as compared to System CPU and it is also far from the CPU (connected through Bus), so there is need to add another small size memory which is very near to the CPU and also very fast so that the CPU will not remain in deadlock mode while it waiting resources from main memory. this memory is known as Cache memory. This is also a RAM but is very high speed as compare to Primary memory i.e. RAM. In Speed CPU works in femto or nano seconds the distance also plays a major role in case of performance. Cache memory is designed to supply the CPU with the most frequently requested data and instructions. Because retrieving data from cache takes a fraction of the time that it takes to access it from main memory, having cache memory can save a lot of time. Whenever we work on more than one application. This cache memory is use to keep control and locate the running application within fraction of nano seconds. It enhances performance capability of the system. Cache memory directly communicates with the processor. It is used preventing mismatch between processor and memory while switching from one application two another instantaneously whenever needed by user. It keeps track of all currently working applications and their currently used resources. For example, a web browser stores newly visited web pages in a cache directory, so that we can return promptly to the page without requesting it from the original server. When we strike the Reload button, browser compares the cached page with the current page out on the network, and updates our local version if required. References: 1. http://www.kingston.com/tools/umg/umg03.asp 2. http://www.kingston.com/frroot/tools/umg/umg03.asp 3. http://ask.yahoo.com/19990329.html How Cache Works? Answer: The cache is programmed (in hardware) to hold recently-accessed memory locations in case they are needed again. So, each of these instructions will be saved in the cache after being loaded from memory the first time. The next time the processor wants to use the same instruction, it will check the cache first, see that the instruction it needs is there, and load it from cache instead of going to the slower system RAM. The number of instructions that can be buffered this way is a function of the size and design of the cache. The details of how cache memory works vary depending on the different cache controllers and processors, so I wont describe the exact details. In general, though, cache memory works by attempting to predict which memory the processor is going to need next, and loading that memory before the processor needs it, and saving the results after the processor is done with it. Whenever the byte at a given memory address is needed to be read, the processor attempts to get the data from the cache memory. If the cache doesnt have that data, the processor is halted while it is loaded from main memory into the cache. At that time memory around the required data is also loaded into the cache. When data is loaded from main memory to the cache, it will have to replace something that is already in the cache. So, when this happens, the cache determines if the memory that is going to be replaced has changed. If it has, it first saves the changes to main memory, and then loads the new data. The cache sys tem doesnt worry about data structures at all, but rather whether a given address in main memory is in the cache or not. In fact, if you are familiar with virtual memory where the hard drive is used to make it appear like a computer has more RAM than it really does, the cache memory is similar. Lets take a library as an example o how caching works. Imagine a large library but with only one librarian (the standard one CPU setup). The first person comes into the library and asks for A CSA book (By IRV Englander). The librarian goes off follows the path to the bookshelves (Memory Bus) retrieves the book and gives it to the person. The book is returned to the library once its finished with. Now without cache the book would be returned to the shelf. When the next person arrives and asks for CSA book (By IRV Englander), the same process happens and takes the same amount of time. Cache memory is like a hot list of instructions needed by the CPU. The memory manager saves in cache each instruction the CPU needs; each time the CPU gets an instruction it needs from cache that instruction moves to the top of the hot list. When cache is filled and the CPU calls for a new instruction, the system overwrites the data in cache that hasnt been used for the longest period of time. This way, the high priority information thats used continuously stays in cache, while the less frequently used information drops out after an Interval. Its similar to when u access a program frequently the program is listed on the start menu here need not have to find the program from the list on all programs u simply open the start menu and click on the program listed there, doesnt this saves Your time. Working of cache Pentium 4: Pentium 4: L1 cache (8k bytes, 64 byte lines, Four ways set associative) L2 cache (256k,128 byte lines,8 way set associative) References: http://computer.howstuffworks.com/cache.htm http://www.kingston.com/tools/umg/umg03.asp http://www.zak.ict.pwr.wroc.pl/nikodem/ak_materialy/Cache%20organization%20by%20Stallings.pdf Levels of Cache Level 1 Cache (L1): The Level 1 cache, or primary cache, is on the CPU and is used for temporary storage of instructions and data organised in blocks of 32 bytes. Primary cache is the fastest form of storage. Because its built in to the chip with a zero wait-state (delay) interface to the processors execution unit, it is limited in size. Level 1 cache is implemented using Static RAM (SRAM) and until recently was traditionally 16KB in size. SRAM uses two transistors per bit and can hold data without external assistance, for as long as power is supplied to the circuit. The second transistor controls the output of the first: a circuit known as a flip-flop so-called because it has two stable states which it can flip between. This is contrasted to dynamic RAM (DRAM), which must be refreshed many times per second in order to hold its data contents. Intels P55 MMX processor, launched at the start of 1997, was noteworthy for the increase in size of its Level 1 cache to 32KB. The AMD K6 and Cyrix M2 chips launched later that year upped the ante further by providing Level 1 caches of 64KB. 64Kb has remained the standard L1 cache size, though various multiple-core processors may utilise it differently. For all L1 cache designs the control logic of the primary cache keeps the most frequently used data and code in the cache and updates external memory only when the CPU hands over control to other bus masters, or during direct memory access by peripherals such as optical drives and sound cards. http://www.pctechguide.com/14Memory_L1_cache.htm ever_s1 Level 2 Cache (L2): Most PCs are offered with a Level 2 cache to bridge the processor/memory performance gap. Level 2 cache also referred to as secondary cache) uses the same control logic as Level 1 cache and is also implemented in SRAM. Level 2 caches typically comes in two sizes, 256KB or 512KB, and can be found, or soldered onto the motherboard, in a Card Edge Low Profile (CELP) socket or, more recently, on a COAST module. The latter resembles a SIMM but is a little shorter and plugs into a COAST socket, which is normally located close to the processor and resembles a PCI expansion slot. The aim of the Level 2 cache is to supply stored information to the processor without any delay (wait-state). For this purpose, the bus interface of the processor has a special transfer protocol called burst mode. A burst cycle consists of four data transfers where only the addresses of the first 64 are output on the address bus. The most common Level 2 cache is synchronous pipeline burst. To have a synchronous cache a chipset, such as Triton, is required to support it. It can provide a 3-5% increase in PC performance because it is timed to a clock cycle. This is achieved by use of specialised SRAM technology which has been develo ped to allow zero wait-state access for consecutive burst read cycles. There is also asynchronous cache, which is cheaper and slower because it isnt timed to a clock cycle. With asynchronous SRAM, available in speeds between 12 and 20ns, (http://www.pctechguide.com/14Memory_L2_cache.htm) 976 http://www.karbosguide.com/books/pcarchitecture/images/976.png (picture) L3 cache Level 3 cache is something of a luxury item. Often only high end workstations and servers need L3 cache. Currently for consumers only the Pentium 4 Extreme Edition even features L3 cache. L3 has been both on-die, meaning part of the CPU or external meaning mounted near the CPU on the motherboard. It comes in many sizes and speeds. The point of cache is to keep the processor pipeline fed with data. CPU cores are typically the fastest part in the computer. As a result cache is used to pre-read or store frequently used instructions and data for quick access. Cache acts as a high speed buffer memory to more quickly provide the CPU with data. So, the concept of CPU cache leveling is one of performance optimization for the processor. http://www.extremetech.com/article2/0,2845,1517372,00.asp The image below shows the complete cache hierarchy of the Shanghai processor. Barcelona also has a similar hierarchy except that it only has 2MB of L3 cache. L3_Cache_Architecture http://developer.amd.com/PublishingImages/L3_Cache_Architecture.jpg (picture) Cache Memory Organisation In a modern microprocessor several caches are found. They not only vary in size and functionality, but also their internal organization is typically different across the caches. Instruction Cache The instruction cache is used to store instructions. This helps to reduce the cost of going to memory to fetch instructions. The instruction cache regularly holds several other things, like branch prediction information. In certain cases, this cache can even perform some limited operation(s). The instruction cache on UltraSPARC, for example, also pre-decodes the incoming instruction. Data Cache A data cache is a fast buffer that contains the application data. Before the processor can operate on the data, it must be loaded from memory into the data cache. The element needed is then loaded from the cache line into a register and the instruction using this value can operate on it. The resultant value of the instruction is also stored in a register. The register contents are then stored back into the data cache. Eventually the cache line that this element is part of is copied back into the main memory. In some cases, the cache can be bypassed and data is stored into the registers directly. TLB Cache Translating a virtual page address to a valid physical address is rather costly. The TLB is a cache to store these translated addresses. Each entry in the TLB maps to an entire virtual memory page. The CPU can only operate on data and instructions that are mapped into the TLB. If this mapping is not present, the system has to re-create it, which is a relatively costly operation. The larger a page, the more effective capacity the TLB has. If an application does not make good use of the TLB (for example, random memory access) increasing the size of the page can be beneficial for performance, allowing for a bigger part of the address space to be mapped into the TLB. Some microprocessors, including UltraSPARC, implement two TLBs. One for pages containing instructions (I-TLB) and one for data pages (D-TLB). An Example of a typical cache organization is shown below: Cache Memory Principles à ¢Ã¢â€š ¬Ã‚ ¢ Small amount of fast memory à ¢Ã¢â€š ¬Ã‚ ¢ Placed between the processor and main memory à ¢Ã¢â€š ¬Ã‚ ¢ Located either on the processor chip or on a separate module Cache Operation Overview Processor requests the contents of some memory location The cache is checked for the requested data If found, the requested word is delivered to the processor If not found, a block of main memory is first read into the cache, then therequested word is delivered to the processor When a block of data is fetched into the cache to satisfy a single memory reference, it is likely that there will be future references to that same memory location or to other words in the block locality or reference rule. Each block has a tag added to recognize it. Mapping Function An algorithm is needed to map main memory blocks into cache lines. A method is needed to determine which main memory block occupies a cache line. There are three techniques used: Direct Fully Associative Set Associative Direct Mapping: Direct mapped is a simple and efficient organization. The (virtual or physical) memory address of the incoming cache line controls which cache location is going to be used. Implementing this organization is straightforward and is relatively easy to make it scale with the processor clock. In a direct mapped organization, the replacement policy is built-in because cache line replacement is controlled by the (virtual or physical) memory address. Direct mapping assigned each memory block to a specific line in the cache. If a line is all ready taken up by a memory block when a new block needs to be loaded, the old block is trashed. The figure below shows how multiple blocks are mapped to the same line in the cache. This line is the only line that each of these blocks can be sent to. In the case of this figure, there are 8 bits in the block identification portion of the memory address. Consider a simple example-a 4-kilobyte cache with a line size of 32 bytes direct mapped on virtual addresses. Thus each load/store to cache moves 32 bytes. If one variable of type float takes 4 bytes on our system, each cache line will hold eight (32/4=8) such variables. http://csciwww.etsu.edu/tarnoff/labs4717/x86_sim/images/direct.gif The address for this broken down something like the following: Tag 8 bits identifying line in cache word id bits Direct mapping is simple and inexpensive to implement, but if a program accesses 2 blocks that map to the same line repeatedly, the cache begins to thrash back and forth reloading the line over and over again meaning misses are very high. Fully Associative: The fully associative cache design solves the potential problem of thrashing with a direct-mapped cache. The replacement policy is no longer a function of the memory address, but considers usage instead. With this design, typically the oldest cache line is evicted from the cache. This policy is called least recently used (LRU). In the previous example, LRU prevents the cache lines of a and b from being moved out prematurely. The downside of a fully associative design is cost. Additional logic is required to track usage of lines. The larger the cache size, the higher the cost. Therefore, it is difficult to scale this technology to very large (data) caches. Luckily, a good alternative exists. The address is broken into two parts: a tag used to identify which block is stored in which line of the cache (s bits) and a fixed number of LSB bits identifying the word within the blocks.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Tag  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   word id bits Set Associative: Set associative addresses the problem of possible thrashing in the direct mapping method. It does this by saying that instead of having exactly one line that a block can map to in the cache, we will group a few lines together creating a set. Then a block in memory can map to any one of the lines of a specific set. There is still only one set that the block can map to.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Tag  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   word id bits

A SWOT and marketing analysis of Virgin Media

A SWOT and marketing analysis of Virgin Media Services marketing are a form of marketing which focuses on selling services. Services can be tricky to sell and the marketing approach for them is much different than the approach for products. Some companies offer both products and services and must use a mixture of styles; for example, a store which sells phone also tends to offer services such as helping people select phone as contract and providing broadband service and phone repair. Such a store must market both its products and the supporting services it offers to appeal to customers. When people market services, the goal is not to get customers to buy a product, but to get people to do business with a particular company, often in a specific location. For example, virgin media offers broadband and internet service: It provides phone, internet and TV service for the customers, both on-site and in to-go form in many cases. When the company markets itself, it must convince people that it is preferable to other broadband and that its facility is worth the trip. Virgin Media is an innovative new media company that was formed as a result of a merger between NTL and Telewest and then a re-branding as Virgin Media. Its main strength lies in the branding and the innovation that the name Virgin offers. Internally, Virgin Media is the only company in the United Kingdom that offers all four of the main media services, i.e. digital television, broadband, fixed line telephone and mobile phone packages. The ability to offer these products all together in one bundle is the unique selling point of Virgin Media and clearly sets the company apart from its competitors. Swot analysis Swot analysis is the most important and first stage of planning. It is a feedback mechanism to make new strategies for any organisation. Strengths, Weaknesses, Opportunities and Threats are the four components of a swot analysis. Weaknesses and Strengths are correlated and examine the internal part of the business analysis whereas Opportunities and Threats deal with the external environment of business operation. Weaknesses and strengths refer to aspect of marketing, finance, manufacturing or organisational structure. Swot analysis helps clarifies the objectives of the organisation Strengths In offering these combined services, the company has substantial economies of scale as it is able to combine many of its generic roles such as administration and finance, thus allowing the company to price more competitively for the benefit of its customers. Due to its perceived leading brand name in the media, Virgin Media has managed to secure an ongoing contract with Sky, extending further still its inclusive offering to its customers. Technical ability and infrastructure are also two of the key internal strengths of the company, which have been exploited to produce a market leading position. Weaknesses Despite this, the company does have some internal weaknesses that need to be managed. The merger between NTL and Telewest is still relatively new and there are cultural clashes between the two styles and the emerging Virgin style. In recent years, there have been several redundancies and outsourcing of customer services, in an attempt to bring down costs. This has resulted in a degree of unsettled behaviour and lack of loyalty from staff. Due to the size and complexity of the growing organisation, there are likely to be ongoing conflicts which will need to be managed if this cultural shift is not to impact on the customer experience. Opportunities and Threats Externally, the opportunities and threats facing Virgin Media are ever changing. The media sector is developing an exceptionally fast pace, resulting in both opportunities and threats for companies such as Virgin Media. Opportunities are widely available for Virgin Media, predominantly in offering value added services such as online gaming or more reliable broadband connections. Bundling these media services together, as Virgin Media has already done offers yet further opportunities within the media sector, in terms of grasping greater market share. Consumers like simple, one-stop shopping when it comes to the media options available; this is something that Virgin Media can continue to exploit, particularly now that it has signed an agreement with Sky. Threats to Virgin Media come from other similar media companies such as Orange or BT who remain as large players in the market. In particular, Virgin Media is rumoured to have difficulties with its infrastructure reliability, which could potentially allow competitors such as BT to increase market share. The media sector as a whole is extremely fast moving; therefore, the main threat is that Virgin Media may fail to keep pace, thus losing its customer base to another more innovative company. The flower of service Facilitating elements(services) Information: Customers often require information about how to obtain and use a product and services. They may also need remainders and documentation. Example, Of virgin broadband information services are: Direction to service site and using instruction, warning and insurance, terms and condition of services. Order taking: Many goods and services must be ordered or reserved in advance. Customer needs to know what available and may want to secure commitment to delivery Billing:How much do I owe you? .Customers deserve clear, accurate and intelligible bills and statements. Payment: Customer may pay faster and more cheerfully if Virgin makes transactions simple and convenient for them. 2) Enhancing services: Consultation: Value can be added to goods and services by offering advice and consultation. Safe keeping: Customers prefer not to worry about looking after the personal possessions that they bring with them to a service site. Exceptions: Customers appreciate some flexibility in a business when they make special request. They expect it when not everything goes according to plan. Hospitality: Customers who invest time and effort in visiting a business and using its services deserve to be treated as welcome guests. User Preparation When implementing new system, it is important that personnel, employees, managers and others in the organization are prepared for it. This process is also called process of readying the decision makers, managers, employees, and stakeholders for a new system. In this regard, user training becomes very essential, because without it the success of the system cannot be guaranteed. This process of user preparation is planned and executed properly and involved a lot of arrangement, and consideration (Stair Reynolds, 2008). Virgin Media, the UKs leading fibre-optic broadband provider currently has almost 60,000 SME and public sector broadband clients, but has announced that it is looking to grow this significantly. Virgin Media has unveiled plans to target the small and medium business customers of its rival broadband giant BT. The move comes soon after BTs commitment to undercut Virgin Medias residential super-fast broadband prices, with its new fibre-optic broadband service which BT is rolling out this year. There is a very big market up for grabs, as small and medium-sized enterprises (SMEs) spend about  £18bn a year on IT and telecoms. Virgin Media currently have revenues of about  £600m pa from business broadband customers and this is forecast to rise to about  £1bn pa in three to five years. Virgin Media chief operating officer Andrew Barron said: This is another step forwards. Weve been working in the business division for 18 months on getting the business processes to the right level. Weve improved it dramatically. We can use the fibre-optic network to differentiate ourselves. Marketing communication Mix: The marketing mix is the set of controllable tacticle marketing tools that the firm blends to produce the Response it wants in the target market (Melewar. T.C., Saunders.J, 2000) Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers directly or indirectly about the products and brands that they sell. A company s total marketing communication mix also called promotion mix (Kotler, 2005) consists of specific blending of advertising, personal selling, sales promotion, public relations, and direct marketing tools that are used by company to pursue its advertising and marketing objectives. The marketing communication activities which contribute to the marketing of any new or existing product: by creating awareness of the brand; linking the right associations to the products image in the consumers memory, facilitating stronger consumer-product connection etc. Current extended marketing mix marketing mix. People People is one of the elements of service marketing mix. People define a service.. In case of service marketing, people can make or break an organization. Thus virgin media nowadays are involved into specially getting their staff trained in interpersonal skills and customer service with a focus towards customer satisfaction. In fact many companies have to undergo accreditation to show that their staffs are better than the rest. Definitely a USP in case of services. Process Service process is the way in which a service is delivered to the end customer. The process of a service company such as virgin media in delivering its product is of utmost importance. It is also a critical component in the service blueprint, wherein before establishing the service, the company defines exactly what should be the process of the service product reaching the end customer. Physical Evidence The last element in the service marketing mix is a very important element. As said before, services are intangible in nature. However, to create a better customer experience tangible elements are also delivered with the service. Physical evidence is used as a differentiator in service marketing. This is the service marketing mix (7p) which is also known as the extended marketing mix Position Positioning in different areas is not always easy (I can say it is too difficult). Virgin Group was aware of the difficulties so they had to think about the Virgin brand name. They have never entered in a business before doing solid researches and analysis. They have reviewed the industry and tried to look from customers eyes. They were aware of the trade-offs they had to think before entering a new business venture and they have never underestimated the risks behind new entrance. Advertising Virgin Media launched to much fanfare in February 2007, with a public relations event and an expensive advertising campaign which covered major UK television channels, newspapers and billboards. In an effort to increase awareness of the group and its services, Virgin Medias campaign used bright red colours to portray its brand image. Recent[update] television advertising featured actress Uma Thurman and comedienne Ruby Wax, and currently[update] features actor Samuel L Jackson, whilst the print advertising features bold typography. Virgin Media also sponsored the Channel 4 reality TV show Big Brother until the end of the ninth series. Virgin Media Business/ On Thursday 11 February 2010, Virgin Media announced that its business division would be rebranded as Virgin Media Business with immediate effect. The company, which had been operating as ntl:Telewest Business, is now the largest B2B brand in the Virgin Group. This marked the end of the NTL and Telewest being used by the company. Virgin Media Business is the UKs only telco with a national fibre optic Next Generation Network. Organisations working with Virgin Media Business include London City Airport, Arqiva, Hampshire and Isle of Wight Partnership and South West Water. Consumer behaviours Understanding how consumer behaviour is changing will be an important requirement of Virgin Medias upcoming music offering and, should they become law, the Governments legislative proposals will also require measurement of the level of copyright infringement on ISPs networks. Deticas CViewà ¢Ã¢â‚¬Å¾Ã‚ ¢ technology potentially offers a non-intrusive solution which enhances our understanding of aggregate customer behaviour without identifying or storing individual customers data. Consumer Segment We face intense competition from a variety of entertainment and communications service providers, which offer comparable broadband internet, television, fixed line telephony and mobile telephony services. In addition, technological advances and product innovations have increased, and will likely continue to increase, the number of alternatives available to our customers from other providers and intensify the competitive environment. See Risk Factors-We operate in highly competitive markets. However, we believe that we have a competitive advantage in the U.K. residential market due to the superior technical capabilities of our cable network over the network of the incumbent BT, which many of our competitors rely on to provide their services. We also face intense competition in the mobile telephony market, primarily driven by increased pricing pressure from both established and new service providers, evolving customer needs and technological developments. We offer most of our products on a stand-alone basis or as part of bundled packages designed to encourage customers to subscribe to multiple services. We offer broadband internet, fixed line telephony and mobile telephony and data services throughout the U.K., and currently offer television services exclusively in areas served by our cable network Segmentation, Targeting, Positioning (STP) Before start think about marketing (4P), you must understand what is STP. Terms of STP include : market strategy; target markets; positioning; market segmentation and target markets; market segmentation and demographics Segmentation Segmentation : Identifying all segments for the product/service. Many of the resources listed in module 3 will be helpful to you when you develop segments. To be useful, segments should be: Measurable Accessible (can you reach them) Profitable Distinct from one another the objective of segmentation is to find attractive markets. Strategies include Break market into components Regroup into market segments Select which segment to target Targeting Virgin Media is currently number two in the home broadband market in the UK, but it obviously doesnt want to be left behind when it comes to broadband on the move. The company has its own-brand mobile phone service, so its wasnt that much of a leap for it to add mobile broadband into the mix. Virgin is offering mobile broadband via a number of different deals. For example, if youre already a Virgin customer using its XL (20Mb) or L (10Mb) cable broadband packages or its ADSL Bundle 1 offering, you can get mobile broadband with a 1GB usage allowance for an additional fiver a month. If youre on one of the lower-end home broadband deals you can get the same package for a tenner a month. However, for this review were looking at the standard retail pack which targets people who dont already have a Virgin service. This deal costs  £15 a month on an 18-month contract for a 3GB monthly download allowance and a free USB modem Positioning. Positioning is an essential component and skill in good marketing. Perceptual maps are used to determine the position of a product, firm, person, service or idea. Positioning maps or perceptual maps can be simple, yet very effective marketing tools. One definition of Positioning Theory is: the science of perceptual strategy. It is based on a theory that strategy can only be planned in the mind of the consumer, not the marketplace*. It is important to understand the levels of competition because positioning applies at all levels of competition. For example: Product Level Corporate Level Industry Level The STP Process The growing use of the STP process has occurred as a direct result of the prevalence of mature markets, the greater diversity in customer needs, and the ability to reach specialized or niche segments. As such marketers are increasingly segmenting markets and identifying attractive segments (i.e. who to focus on and why?), in order to identify new product opportunities, develop suitable positioning and communications strategies (i.e. what message to communicate), and effectively allocate resources to key marketing activities (i.e. how much should we spend and where?). Organizations will often commission segmentation research when they want to re-scope their marketing strategy, investigate a declining brand, launch a new product, or restructure their pricing policy. Organizations operating in highly dynamic environments seek to conduct segmentation research at regular intervals, to keep in touch with changes in the marketplace. STP refers to the three activities segmentation, targeting, and positioning SOURCES 1. Virgin Media, fourth quarter 2007 results presentation, February 2008. 2. Carphone Warehouse Plc fourth quarter trading update, April 2008. 3. Domestic Competitive Market Review, 2004, Ofgem.

Early Civilizations Essay -- essays research papers

Early Civilizations   Ã‚  Ã‚  Ã‚  Ã‚  From 3000 BC to 1500 BC four civilizations arose that historians to this day marvel at, the Egyptians, the Sumerians, the Indus River Valley people, and the Shang dynasty in China. They all had great accomplishments in government, and religion and inventions. While they had their own different civilizations many similarities arise, such as depending on the river and their polytheistic religions. They had very isolated civilizations with the exception of the Sumerians. The geography, religion, and their governments all contributed to their success as a civilization.   Ã‚  Ã‚  Ã‚  Ã‚  The Egyptians were situated in northern Africa around the Nile. The Mediterranean Sea, Red Sea, Nubian Desert, and Libyan Desert were the natural boundaries that made the Egyptians very isolated. Also, the Indus River valley civilization was rather isolated, with water to the east and west, the Hindu Kush and Himalayas to the North. The monsoons that are seasonal flood the rivers. The Shang dynasty was situated in China over the Yellow River. On the contrary the Sumerians were not isolated at all in Mesopotamia between the Tigris and Euphrates rivers. Mesopotamia was in the Fertile Crescent, which was why many invaders invaded their land, ultimately crushing them.   Ã‚  Ã‚  Ã‚  Ã‚  The polytheistic religions of the early civilizations were rather similar. The Egyptians had pharaohs, which were considered to have a g...

Reservoir Dogs :: essays research papers

"I don't give a fuck what you know or don't know, but I'm gonna torture you anyway, regardless. Not to get information. It's so amusing for me to torture a cop. All you can do is pray for a quick death, which you aint gonna get." Mr. Blonde in Reservoir Dogs, 1992 This guy was the most twisted and sickly perverted guy in the whole movie. He had no reservations about killing people. He was brutal. He loved torture and death. By his own admission he liked to see the peoples' expressions when they died. He was totally ruthless. He had no conscience. I can't really explain why I liked this character so much. I don't EVER want to be like him or do the things he did. There was just something attractive about all his negative personality traits. Before he really starts getting into torturing the cop, he casually turns on the radio as if he needed some music to accompany the grizzly acts he was about to commit. He was a man who insisted on having total control. He liked controlling situations and people. When they were in the jewelry store he advised the employees not to hit the alarm. When they did, he started killing them. This was his way of regaining control of the situation. At the same time he was acting out this concept, he was actually totally out of control. He went fucking crazy in the store. He slaughtered the people lined up in the store like he was shooting clay ducks in a local carnival shooting gallery. I know this is a contradiction, but Mr. Blonde was a contradiction of himself. He had double standards. He hated the cop just because he was a cop. He didn't recognize him as a real person. Mr. Pink and Mr. White confirm this at the warehouse when they discuss him shooting REAL people, which cops are not. They say he just went crazy. They seemed to fear his craziness. His calm facade was a cover for the monstrous things he did to people. When he was in the warehouse with the hostage cop and Mr. Orange he appeared to be very calm. He sat smoking a cigarette while Pink and White argued over the chain of events. He wasn't calm. He couldn't wait to start torturing the hostage cop. You could see it in his face when Pink and White left.

English as the Spoken Language in America Essay -- English Language Co

English as the Spoken Language in America In the beginning, this country was a melting pot. Many different people, from many different countries and ethnic groups, speaking in many different tongues came to America. English arose as the predominant language of the United States. Over time, people realized the importance of staying in touch with their cultural backgrounds, including the language of their native countries. The main problem presented now lies in communication and interaction with each other. It is obvious that miscommunication causes problems. An â€Å"English Only† law will unite Americans and give them all a common ground on which to communicate. It will diminish racial conflicts, as well as encourage immigrants to become involved in the U.S. society and become successful. It will also improve the efficiency of government operations. Declaring English as the official language of the United States will resolve current issues and prevent problems in the future. The biggest and most obvious problem with s peaking many different languages in one united country is communication. Many immigrants do not learn English at all. In fact, 213 different languages are spoken in the United States, and approximately 10 million U.S. residents do not speak fluent English (â€Å"English Only† 3). Some immigrants gradually pick up the language, but do not learn enough to bridge the communication gaps between themselves and the government. Even everyday communication creates tension. For example, when I go to my college library and ask for help finding information, some of the library aides speak broken English that is difficult to decipher. The hired library aides have trouble understanding what I am trying to find and I have trouble understanding them when they try to help me out. It is a very frustrating situation for both the aides and me. Along with communication difficulties, the language barrier among immigrants contributes to racial tension and segregation. One look at the city of Chica go is a prime example of this situation. Many different cultures are isolated within the city because they cannot communicate with each other. Not having an official language encourages these concentrations of ethnic groups to stick together and not integrate themselves into society. Miscommunication among the groups generates animosity and competition for resources. This in turn a... ...res operate more smoothly, and in order to help immigrants feel as though they too are an integral part of this society, we must declare English the official language of the United States of America. Bibliography Alter, Jonathan. â€Å"English Spoken Here, Please.† Newsweek 9 January 1984: 24-25. Debate Over English Only, The. March 1996. http://www.nea.org/ society.engonly.html (29 April 1999). â€Å"English Only.† ACLU Briefing Paper. 1996. http://www.aclu. org/library/pbp6.html (29 April 1999). â€Å"Issue of Quebec’s Independence.† The American Geographical Society Fall 1997:37. King, Robert D. â€Å"English as the Official Language:The Problem of Multiple Cultures.† Current (Washington D.C.) July/August 1997:3-8. Mc Bee, Susanna. â€Å"A War Over Words.† U.S. News and World Report 6 October 1986:64. â€Å"Reagan Information Interchange, The.† Congress Acts to Make English our Official Language. 1999.http://www.reagan.com/HotTopics.main/HotMike/document- 8.5.1996.3.html (6 May 1999). Schlesinger, Jr., Arthur M. The Disuniting of America: Reflections on a Multicultural Society. New York: W.W. Norton, 1992. â€Å"U.S. English, Inc.† 26 April 1999. http://www.usenglish.org/incindex.html (6 May 1999).

Racism in Australia Essay

One in five people living in Australia have experienced racist abuse During the past year, 1 in 5 people living in Australia was a target of racial discrimination (around 4.6 million people). This is an increase from 1 in 8 the previous year (Source). 1 in 5 people living in Australia has been a target of verbal racial abuse (Source). Verbal abuse is the most common form of racism (Source). Nearly half of all Australian residents from a culturally and linguistically diverse background have experienced racism at some time in their life (Source). 7 in 10 teenagers have experienced racism (Source). 3 in 4 Indigenous Australians regularly experience racism (Source). Denial of racism in Australia Australia has a culture of denial when it comes to racism. We’ve created an infographic to explain this simply. It is based on the findings in the report Denial of racism and its implication for location action by Jacqueline Nelson, University of Western Sydney, 2013. Denial of racism in Australia perpetuates racist behaviour (Source). Conversely, increased awareness and acknowledgment of racism reduces it (Source). Speaking up reduces racism by helping perpetrators understand that their views are in the minority (Source), making them less likely to engage in prejudice and stereotyping behaviour (Source). Half of us are positive about cultural diversity While five in ten of us are positive about cultural diversity, four in ten are ambivalent about cultural diversity. One in ten have racist attitudes (Source). One in seven people living in Australia are against the concept of multiculturalism (Source). Three in ten people do not believe that immigrants make Australia stronger (Source), and one in three believe there are some cultural groups that do not belong in Australia (Source: VicHealth 2007). How does racism in Australia affect us? Cross-cultural tension affects everybody in our society. A range of health problems including high blood pressure and heart disease, depression, anxiety, low birth rate and premature birth can all be caused directly by people’s personal experiences of racism (Source). It also affects people’s employment and housing opportunities. For example, to get as many job interviews as an Anglo applicant, an Indigenous person must submit 35% more applications, a Chinese person 68% more, an Italian person 12% more, and a Middle Eastern person 64% more applications (Source). Racism can lead to violence, as seen in Melbourne and Sydney during the past decade. The Tourism Forecasting Committee says the number of Indians applying for student visas to Australia has plummeted by 46% due to racially-motivated attacks. This is a potential economic loss to Australia of up to $78 million. A solution to racism in Australia Most people know the solution to gender inequality requires both males and females to take action. Similarly, the solution to race inequality requires commitment and participation by everyone regardless of their cultural origin. This goal is achievable by working on both a local and national scale, in a range of settings, simultaneously. All Together Now’s contribution is to create innovative, evidence-based, and and effective social marketing aimed at preventing racism.

Pesticide Resistance Essay

Insect attack is a serious agricultural problem leading to yield losses and reduced product quality. Insects can cause damage both in the field and during storage in silos. Each year, insects destroy about 25 percent of food crops worldwide. The larvae of Ostrinia nubilalis, the European corn borer, can destroy up to 20 percent of a maize crop. European corn borer:A major pest in southern and central Europe. Insect resistant Bt maize is already being grown in Spain, France, Germany, Portugal and the Czech Republic. Western corn rootworm beetles feeding on a maize cob. Certain cultivars of Bt maize are resistant to this serious pest. GM rootworm resistant crops are not approved for cultivation in the European Union but are now being grown in the US. The â€Å"Bt concept† – pest resistant transgenic plantsBacillus thuringiensis, or Bt, is a bacterium that has attracted much attention for its use in pest control. The soil bacterium produces a protein that is toxic to various herbivorous insects. The protein, known asBt toxin, is produced in an inactive, crystalline form.When consumed by insects, the protein is converted to its active, toxic form (delta endotoxin), which in turn destroys the gut of the insect. Bt preparations are commonly used in organic agriculture to control insects, as Bt toxin occurs naturally and is completely safe for humans.More than 100 different variations of Bt toxin have been identified in diverse strains ofBacillus thuringiensis. The different variations have different target insect specificity. For example, the toxins classified under Cry1a group target Lepidoptera (butterflies), while toxins in the Cry3 group are effective against beetles.Researchers have used genetic engineering to take the bacterial genes needed to produce Bt toxins and introduce them into plants. If plants produce Bt toxin on their own, they can defend themselves against specific types of insects. This means farmers no longer have to use chemical insecticides to control certain insect problems.| Critics claim that in some cases the use of insect resistant crops can harm beneficial insects and other non-target organisms. Extensive ecological impact assessments have been addressing these issues. In the field, no significant adverse effects on non-target wildlife nor long term effects of higher Bt concentrations in soil have yet been observed. New concepts on the way Bt crops have been planted commercially for more than eight years. Other naturally occuring insecticidal compounds are now becoming available as alternatives to the Bt approach. Among these are chitinase, lectins, alpha-amylase inhibitors, proteinase inhibitors, and cystatin. Plants genetically modified to express these defense proteins are still in early stages of development.