Mini Bran Re positioning Analysis

Mini Bran Re positioning Analysis According to the book Strategic brand management by Kevin Lane Keller (2008) , Identifying and creating brand positioning is the first and important stage of the strategic brand management process. Positioning effects on a founding benchmark and works toward building a strong brand by helping marketers to design, to implement, to solidify or to sustain brand associations. Aaker ( ) also supports the idea that the brand position can offer clear direction to a communication program implementation. To establish the position of a brand, the concept of it should be clearly defined. Criticism of the literature reveals numerous meanings and clarification of positioning. Sekhar, (1989) states that the concept of positioning developed from research on market segmentation and targeting. Kotler (2003, p. 308) defines brand positioning as the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market. The end result of positioning is the succe ssful creation of a customer-focused value proposition, a cogent reason why the target market should buy the product. Arnott (1992, 1993) parallels the idea by stating that positioning is, correlated to the rivalry, management attempt to adjust the tangible features and the intangible views of a marketable contribution. Furthermore, Kapferer, (2004, p. 99) emphasises on the distinctive characteristics that make a band different from its competitors and alluring to the public. In addition, Sengupta (2005 ) enhances the term of perception that indicate the core of the brand in terms of its functional and emotional benefit in the decision of customer. Also, it is shown as points in perceptual space and think up a product class. In essence, Keller outlines the idea behind the concept of brand positioning that involves four aspects; target market identification, the nature of competitors, the ideal of points of parity, and the points of difference. Identifying target market is crucial part in establish a robust positioning because dissimilar segment may have diverse brand knowledge structure or perceive the same brand in different way vary by own attitudes, beliefs, and experience. The target customer can be classified as descriptive (customer-oriented), which associated to the kind of customer or behavioral (product-oriented), which related to how customers consider of or utilizes the brand or product. The behavioral side is more significant to comprehend brand position due to stronger strategic implication. Decided type of target can, then, implicitly sketches the nature of rivalry because businesses usually target that same segment in terms of category membership. Once the appropriate competitive frame of reference for positioning has been formed, the correct points of parity (POPs) and points of difference (PODs) are able to make. Point of parity (POPs) are characteristics or benefits that may mutual with other brands separated into two forms: category and competitive. Category point of parity is a standard association expected by customers to show the credibility of companies. Competitive Point of parity are associations designed to abolish rivalry Point of difference. It is used when firms want to break even the area that competitors are attempting to seek an advantage and achieve advantages in some other areas. To illustrate, to enter in the fast food industry, there are key elements that help customers to label a brand as a fast food restaurant such as quick service, good taste, and low prices. These are fundamental features and benefits of product category that it belongs to. Point of difference, on the other hand, comprises of strong, favorable and unique associations for a br and based on attribute or benefit association in the mind of customer. It is associations that customers believe that they couldnt find in the competitive brand. It is considered by functional basis, performance-related consideration and imagery related criterion, which are competitive strengths and insight about consumers motivations. Reeves and Ted Bates advertising agency (1950) also support the common concept of PODs in terms of unique selling proposition (USP) that promoting use to compel customers to buy product that competitors could not race. For instance, fast-food chain Subway uses the healthier benefit as PODs compared with other quick-serve restaurants that supported by less fat attribute. Nike, for another example, claim of superior performance in athletic shoes. Nowadays, business environment is becoming more intensively competitive. Marketers must certify that their brands constantly amend to stay s, at the same time as keeping on the true core values (Aaker, 1991; Keller, 1999). There are many reasons that make a firm to reconsider about its brand position which could be environmentally driven, Consumer driven, Competitor driven, and company driven. The environmentally driven can cause by economic issue, political issue, or the green movement. Consumer driven is able to be the change of consumer needs and lifestyles or the attractiveness of alternative target markets . Moreover, the driven from internal of company usually be a change in company strategy or gaining of new technology or other asset that provides the brand a competitive advantage and valuable differentiator. Finally, the essential reason that affects a brand to reposition is the competitor movement. Markets are shredded and full with proposition that rivals try to display the ir point of different and superior positioning. Then, the brand may be faced by a new stronger positioning. Often, competitive advantages survive for only a short period before competitors attempt to match them, which may harm the brand positioning in terms of building satisfactory distinction benefits over their contenders (Clancy and Trout, 2002). Thus, brand should react by using repositioning strategy to change and stay contemporary and fresh in the eyes of customers. Trout and Ries () propose an idea of the repositioning that involve with competition, change, and crisis issues. Firstly, repositioning can compete the rival by discriminate the brand or product and add value to it. Secondly, since time pass by, brand should update itself and make connection to target customer by using technology and communication and multimedia assets. Finally, repositioning can cure the crisis especially the cost issue. Ryan et al ()also gives the meaning of repositioning that is the way to re-ad apt brand position the consumers thought to change the way in which a firms product or service is apprehend. Basically, positioning and repositioning are the same; they are both process of getting ownership of a place in the thoughts of the target market that is proper, differentiating and fascinating. These two activities are , likewise, bases on the Customer Based Brand Equity (CBBE) Model settled by Keller in 1993 which defined as the different effect that consumer knowledge has on the customers response to marketing activity. To clarify, this paper will show the illustration of two repositioned brand of the automobile industry in both successful and fail way. Begin with brand that succeed in repositioning that is MINI, The MINI (original named Mini) is one of the most well known brands in the car industry, and indeed the most prosperous British car in terms of volume sold (Birmingham Mini Owners Club, 2002). It was launched in 1959 by British Motor Corporation. It was originally designed for four people seat, in a small size, practical, easy to park and economical. Also, priced was inexpensively. This responded to a fuel shortage, and the need for more efficient city cars. The Mini Cooper was designed and commercialized as a faster and sporty version of the Mini that would allow the car to compete successfully in rallying. Moreover, in 1969 the Mini was placed on the film The Italian Job. Due to the combination of the Minis rallying success and celebrity style reputation so it became a necessary fashion accessory. It gained the cultural status that considered as a British icon. The Mini Coopers status was variable between the 1970s and the 1980s as the license for the brand was sold to Spanish and Italian companies. In 1994, BMW bought the Rover Group, the owner of the Mini and launched the line in 2000. BMW still used the Mini brand to unite old and new to form explicit and consistence profile, but a bit change in name from Mini to MINI. Launching the New MINI had task to preserve the MINI from becoming a fad. Therefore, business strategy of BMW is to position the MINI as a symbol. It target young groups of customers that are urbane, stylish, individualistic or characteristically take their own path, value and quality consider, love to drive, and a trendsetter. To meet the target market need, characteristic, and lifestyle, Mini brand came out the repositioning strategy that tried to attract customer in both logical level by the products performance and insurance of quality, and at a sensational level by the value of the brands image or product aesthetics. At the rational level, MINI keeps the perception of a small premium car. It emphasized in practical and brand heritage about being an economy small sport car that have a different and new technical base. There are three main competitive advantages that support the aspect; custom design, modern quality technology, and outstanding safety. Firstly, MINI has an extensiv e variety of equipment along with paintwork choices, applications on the external and rare materials for the internal that make MINI customizable and can be differentiate. As a result, it offers customers to choose their own style MINI to express and show their own brand personality. Secondly, the quality dimension, it involves; body structure setting new standards, the powerful engines, the most progressive suspension technology, which makes driver feel a go-kart experience. Thirdly, the safety system guarantee excellent safety airbag system, which makes the MINI one of the safest and the most reliable cars in its category. At an emotional level, the MINI stressed on the fun facet, play with the slogan fun to drive. Thus, MINI attempted to create brand personality of it as fun loving, outrageous, cheeky, trendy, sporting and attractive. The victory of the MINI brand repositioning can be analyzed in many aspects. Firstly it achieved in clearly defined its target market so it could offer the brand attributes or benefits that meet the target needs and, also, was able to compete with the relevant brands in the sporty compact cars market such as Honda and Volkswagen. Likewise, MINI did not forget to offer the Category points-of-parity; it provided essential and credible attributes that a car should have to customers. Additionally, MINI can prove strong superiority on its attribute and benefit and, too, consumers can be swayed. MINI brand associations met three criteria that can correctly be good at a point-of-difference; desirability, deliverability, and differentiability. First of all, the MINIs target customer was given a persuasive motive to believe by MINIs pose on exclusive design, up-to-date quality technology, excellent safety, plus fun emotion. Accordingly, they can feel the relevance in both performance and emot ion. These advantage associations are hard to compete. Also, MINI got benefit from the combination of two legacy advantages; British heritage and BMWs German heritage that effected to customer perception. The former British heritage included construction in England, iconic scheme, fun and sporty sensation. The later German heritage BMWs consisted of the certifying in excellence of production and technology along with the premium car segment. Moreover, the company can really deliver favor attributes and benefits, in the other words, MINI could sent the promise unique joy at an attainable price to its consumers. The product design and its marketing campaign supported the desired associations. Their unique, specific and complete forms of advertising resulted to minis repositioning accomplishment. The customer was underlined that possessing and driving a MINI is fun, at the same time, also promoting brand personality and the idea of smaller is better. In every touch points, from the bil lboards to the showrooms, everything is branded that pararell with the set position. Finally, associations of MINI brand are strong in differentiate about history related, product related, and emotional related that can claim distinctiveness and superiority against relevant competitors. Whilst MINI brand repositioning has been very successful, Oldsmobile brand, contrastingly, had left customers confused. The Oldsmobile brand is a case of the failure brand in repositioning. Oldsmobile is one of the brand legends in US car history. It was in the portfolio of General Motors (GM) same as Chevrolet, Pontiac, Buick and Cadillac. It was a pioneer brand that launched the first car with chromeplated Trim and front wheel drive. Also, it was be the first production line car in the US with a fully automatic transmission, which is Toronado model. The brand was popular for many decades until there were problems that shake the strength of brand and have to end the production in 2000. The reason behind the brand failure can be divided in terms of positioning in three parts. First of all, around 1980s onwards, when GMs technology had cutting edge begin with the Chevrolet engines were substituted ad diesel engines were given as an option, it ,afterward, stopped maintaining and emphasizing the unique selling proposition of Oldsmobile and make the brand to be uniform like others. Consequently, Oldsmobiles is devalued its positioning in advance automobile in sportiness and innovation .It lost its advantage edge and looked very similar to other GM cars, with only small differences. Additionally, due to its brand name, there is an effect of the name old to the perception of customer that mislead to be perceived as outdates brand specially among teenage segment. As a result, marketers of Oldsmobile tried to reposition the brand and adjust the brand image with Its Not Your Fathers Oldsmobile slogan and ran advertising to describing the point. Unfortunately, this customers couldnt recognize reasonable about age association and still perceive that Oldsmobile is old-fashioned (Levinson,2005). One Brand Week article, published in February 2001 gave a recommendation to the Oldsmobile that instead of attempt to be younger, it should better accept the exist brand, with its older profile, search for older customers insight and give them a communication that fascinated to their needs. It could be possible, as the Oldsmobile had been considered an innovator in its field, even though it had never been a youth brand. Also, the process of this repositioning was rather impulsiv e operation. The customer perception should proceeding adjust for example, from old brand to adult brand to, eventually, younger brand. Moreover, Oldsmobile had endeavoured to lift its position to be a luxury brand by changing logo and make many product variations to enter European market. However, the principal notion of Oldsmobile was to manufacture a low-priced car for the masses and discounting strategy to sales was still used that against the repositioning aim, thus, consumers were confounded. Again, their memories with the earlier brand image still ran deep. Ultimately, General Mortors shut down its Oldsmobile section. Refer to the case, there are many factors that make Oldsmobile incapable to success in repositioning. Begins with the target market, it attempted to target younger consumers and affluent market without finding those customers insight. While there were overwhelm of competitors that pierced in the same target. Thus, introducing trendy new Olds cars were too late. Oldsmobile did not carry on the brands new promise; it just created the tag line Its Not Your Fathers Oldsmobile but did not do anything on product or service programs to stress the claim. The product reforms did not meet wishes of new clients. By reason of deficient product development plus inconsistent brand communications, it did not have power enough to change the targets perception that Oldsmobile is a youthful, modern brand. Sharfman(2001) states that this slogan excluded both newer and elder purchasers. The reason that might be it had not done enough through its designs, contemporary images, and marketing mix, especiall y to the customers who do not have high involvement in the brand. They saw no advantage and no distinction, and no emotive association. In addition, it abandoned their competitive advantages which are a sporty and innovative, based on its heritage. Consequently, the trusted and believable personality of Oldsmobile was destroyed. In addition, to be in the upper market, Oldsmobile did not do well on credibility. Price levels did not represent the new willing position. Also, it was not able to form a unique emotional advantage or identity component of brand equity that is related to its customers. For these reasons Oldsmobile turned people off. In a nut shell, brand positioning is a strategic concept that marketers make a band image to sit in a unique room in the mind of the target market by a customer-focused base value correlated to competitors. Furthermore,There are factors require brand managers to reconsider about their brand position such as altering customer needs, increasing competitive pressures and changing of the company own structure. The BMW MINI case shows an example of how a brand cans success in repositioning. It created effective brand associations that consumers perceive a brand dwell in a favourable, differentiated and credible location in the minds of consumers. Thus, MINI gained trustworthiness of the product position by information given by brand. Although many brands are desired to become resurrected and famous again, often, repositioning brand fail in changing the image in the mind of customer as the mentioned case of Oldsmobile. It underwent from a lack of strong positioning since targeted goal that it did not have ability to send the promises or new benefits. Also, elements of marketing mix did not go along with new position such as the product improvement and the price. As a result, marketers should carefully redefine brands target market, stick on their needs and expectations, then, find the right and available place to be in their minds, which unique, certifiable, and satisfactory. Finally, the new position should be communicated properly and consistency.

Parkinsons Disease

PD normally affects people over the age of 50. It becomes more common with increasing age. ‘About 5 in 1,000 people in their 60s and about 40 in 1,000 people in their 80s have PD'1. It affects both men and women but is a little more common in men. PD is not usually inherited, and can affect anyone. However, genetic factors may be important in the small number of people who develop the disease before the age of 50. PD therefore affects a lot of people in the UK and I have chosen this topic so I have a greater understanding of what they go through and how we can help those affected. Background: Biology of Parkinson's disease? Parkinson's disease is a chronic disorder of part of the brain called the substantia nigra. It mainly affects the way the brain co-ordinates the movements of the muscles in various parts of the body. This area of the brain sends messages down nerves in the spinal cord to help control the muscles of the body. Messages are passed between brain cells, nerves and muscles by chemicals called neurotransmitters. Dopamine is the main neurotransmitter that is made by the brain cells in the substantia nigra1.Muscular System: Muscle Metabolism In PD, cells in the substantia nigra are damaged and die. The cause is unknown. Over time, more and more cells become damaged and die. The more cells that are damaged the less dopamine is produced. The reduction of cells and the low level of dopamine in the cells in this part of the brain causes nerve messages to the muscles to become slowed and abnormal1. In the long term PD will ultimately lead to death. Causes We are still unsure of the causes of PD but here are the most likely and most talked about suggestions: 1. The hereditary form of PD occurs in fifteen per cent of cases2. The genes affected help clear nerve cells of excess proteins. Scientists are not sure but it is thought that when the ‘production process for protein manufacture breaks down, little clumps of ill-formed proteins begin to accumulate in cell' 17, causing cell death. Tests carried out on rats using rotenone imply that pesticides and toxins may lead to PD. The rats experienced shaking and a loss of muscle control as well as developing Lewy bodies (spherical lumps found in dying brain cells), which are commonly associated with Parkinson's disease. However, researchers are yet to find evidence for any definitive link to a particular toxin or drug in humans. 2. There seems to be a link between variants of the mitochondrial genes and PD. The Parkinson's Disease Research Agenda states that â€Å"mitochondrial dysfunction has numerous consequences, including energetic failure, generation of reactive oxygen species, disregulation of calcium homeostasis and induction of apoptosis, each of which may be important in Parkinson's disease†3. 3. High concentrations of free-radicals in the body and a lack of antioxidants. Free radicals damage cells and if too many dopamine-producing cells were damaged then this could lead to PD. Antioxidants prevent the production of free radicals and repair damage done by them. Symptoms and effects There is no easy test to diagnose PD, so it is diagnosed by ruling out other diseases and looking for the classic symptoms: * Slowness of movement (bradykinesia)1. It will become more of an effort to walk or get out bed. People may just think they are getting old and it is not till other symptoms develop that you may think about PD. * Stiffness of muscles (rigidity) and muscles may feel tenser. Also, your arms do not tend to swing as much when you walk. * Shaking (tremor) is common, but does not always occur. It normally affects the fingers, thumbs, hands, and arms, but can affect other parts of the body. It is most noticeable when you are resting and may become worse when you are anxious or emotional. It's generally less obvious when you use your hand to do something such as picking up an object or writing. Symptoms will tend to get worse and worse and as the disease develops. Some other symptoms may develop due to problems with the way affected brain cells and nerves control the muscles. These include: * Fewer facial expressions such as smiling or frowning. Less blinking. * Difficulty with fine movements such as tying shoe laces or buttoning shirts. * Difficulty with writing (handwriting tends to become smaller), balance and posture and swallowing. * Speech may become slow and monotonous. * Tiredness aches and pains. As PD gets really bad, symptoms such as the following might develop, dependant on the individual: * Constipation- †PD prevents the proper transmission of the neurological messages that tell the rectal sphincter muscles to open†7 * Hallucinations (seeing, hearing or smelling things that are not real) * Sweating- PD can affect the autonomic nervous system8 that controls the autonomic functions (functions done automatically by the brain and body without conscious thought) such as sweating, breathing etc. * Difficulties with sleeping * Weight loss- there is a generally decreased appetite associated with PD. This may largely be due to swallowing difficulties and other gastrointestinal disturbances8 * Pain * Depression & Anxiety- anxiety disorders occur in up to 40% of patients with Parkinson's disease (PD)9. The article states †Current evidence suggests that anxiety may not be a psychological reaction to the illness but rather may be linked to specific neurobiological processes accompanying PD.† * Problems with controlling impulses (for example compulsive eating, shopping or gambling) Most people will only suffer form a few of these symptoms and which ones will get worse and the speed at which they get worse varies hugely from person to person. Some rare brain diseases can have very similar symptoms in which case a specialist brain scan can often be used to distinguish between them. The Treatments At the moment there is no cure for PD and most treatments simply have the job of relieving symptoms. 1. Drugs Intro: there are two main types of drug used in PD treatment. Firstly, drugs that target the neurotransmitter systems (e.g. dopamine) or secondly drugs that are designed to interfere with steps in the neurodegenerative processes (they may aim to sustain nerve cells or tackle the issue of free radicals). Drugs are cheap and effective, especially in relieving symptoms but show little potential as a full cure to the disease. Most also need to be taken daily for the remainder of a patients lifetime. Many drugs may have minor side affects. Some side affects have social impacts such as mood swings or may not allow the user to fly or travel to certain places. Dopaminergic Agents- use to activate the production or use of Dopamine. Levodopa- is an amino acid that is converted in the brain into dopamine. According to the WE MOVE website10 ‘Levodopa was introduced as a PD therapy in the 1960s, and remains the most effective therapy for motor symptoms' although there are many drugs that do a similar job such as Rasagiline. It reduces the effect of and helps control the symptoms of PD. Like most amino acids levodopa is absorbed into the blood stream through the wall of the intestines. Amino acids require a ‘transporter' to transfer them across the membrane of the intestines and into the blood stream. These transporters can only work at a certain rate and so diet is important. To much dietary protein can slow the transport of levodopa into the blood stream meaning the dose may be ineffective. Alternatively to avoid the competition with other amino acids, doses should be taken between meals. Levodopa has to cross from the blood stream into the brain using the same transport system again, making diet and timing doubly important. MAO-B Inhibitors- slow the breakdown of dopamine in the brain and aim to prevent or slow the death of neurons. ‘MAO is responsible for the mitochondrial metabolism of monoamine neurotransmitters, including dopamine and serotonin.'11 Ethical implications Some of the many ethical issues revolve around the decision to move from testing on artificial tissue (often grown from stem cells, which may in the future replace animal testing altogether. Stem cells, however create there own ethical issues) to animals, and further on the line, of animal testing to trails on human patients. The graph below shows the stages involved in developing a new drug and is taken from the MSD website (21/3/10): (http://www.msd.com.hk/health_info/drug_education/e_ddp_introduction.html) Animal testing is very closely regulated in the UK however many, often false, accusations of animal abuse have lead to darkened perceptions of animal testing in the public eye. Animal abuse is definitely a reality but ‘improved transparency, accountability and regulations'12 should reduce it happening and make sure those responsible are prosecuted. Unlike humans, animals are unable to consent to testing. It is forced upon them and often involves a certain amount of pain, stress, suffering and discomfort. Researchers will try to reduce this, possibly using anaesthetics although this can often interfere with the drug being tested so the animal may have to suffer the full amount of pain. Unfortunately, in PD, a number of animals are tested on normally starting with mice or rats before moving on to monkeys and finally human trails. Some people believe that animals like monkeys and most primates shouldn't be experimented upon as they aren't in the same plentiful supply that rats and mice are in, nor are they considered pests. However, for potentially dangerous drugs it is essential animals with a similar genetic make up (primates) are tested on to greatly reduce the risks in human clinical trails. Economics of drugs in PD As shown in figure 1.2 drug development requires a huge amount of research and testing and can take more than 10 years before a useable drug is created. This obviously requires a huge amount of investment and general drug development costs vary between 500 and 2,000 million dollars. R;D is often done by independent companies or government organizations. Most companies or organizations will link with universities to share information and facilities and hopefully quicken to process of discovering a new drug. ‘After approval, pharmaceutical companies have a short period of exclusivity before patents expire and other companies can market the same drugs as generics. This time is used to recoup the massive investment required to develop and launch a new drug. However, the companies must also continue to test their drugs and monitor the feedback from healthcare professionals in order to identify undiscovered side effects, risk factors and interactions.'13 Drug companies are some of the most profitable industries in the world and although a large amount of money is needed in research and development (R;D) only 1 in 5 dollars made is then invested in further research. Many companies spent nearly twice as much money on advertising and marketing than R;D and demand is so much higher than it needs to be that companies can afford to boost prices to maximise profit. Luckily with PD this becomes less of a problem as people are unlikely take and therefore buy drugs that are meant for PD when they don't actually need it. This is because the symptoms tend to be quite clear and drugs like levodopa are not readily available unless prescribed. Benefits to humans Drugs can have a massive impact on people suffering from PD and they aim to do a number of things: 1) Improve standards of living- by reducing the affects of PD and slowing the process of neurodegeneration it should allow the person suffering to do basic things (such as tying shoelaces, writing etc) more easily and for longer before they require full time medical care. This allows them to be more independent. 2) The use of drugs such as levodopa, in the long term, will reduce the affects of symptoms such as tiredness, aches and pains. Painkillers like amantadine will also be used for more short term relieve along side drugs like levodopa. This will simply make life less painful for a PD patient. 3) Drugs are the most well know and reliable of PD treatments. This reduces the risks of any unknowns or mistakes and far fewer mistakes will be made than in using other treatments. Risks to humans 1) Unfortunately Nausea and vomiting are common side effects of using levodopa that are due to the building up of dopamine in the bloodstream. The most serious and severe effect of this treatment is dyskinesias. ‘Dyskinesias are uncontrolled movements, including writhing, twitching, and shaking. Dyskinesias result from the combination of long-term levodopa use and continued neurodegeneration. They typically begin to develop in milder forms after 3 to 5 years of treatment, but are more severe after 5 to 10 years of treatment.'10 2) There is always risk of allergies when using drugs and for some unfortunate people drugs may do more damage than good. 3) Side affects of drugs vary from person to person and it is impossible to know beforehand how a certain drug will affect an individual. For some, side affects may be far worse than for others. 4) Dosages need to be got right and it is a common problem that people take to little and don't get the full benefit of the drug or take to much and suffer more/worse side affects. A massive overdose will likely lead to death. Alternative Cures? 2. Gene therapy- is still in early research stages and it is likely to be a while before this technique is actually used on humans. Like stem cells it has exciting potential to provide a future cure and avoid the ethical issues associated with stem cells. How it works? Gene therapy aims to introduce new and functioning genetic material into cells that have abnormal genes that are causing proteins (in the case of PD, dopamine) not to be created or created faulty. The genetic material can normally be inserted into the cells using viruses. ‘Some types of virus, such as retroviruses, integrate their genetic material (including the new gene) into a chromosome in the human cell. Other viruses, such as adenoviruses, introduce their DNA into the nucleus of the cell, but the DNA is not integrated into a chromosome.'13There is still much development needed as scientists are still unable to target specific cells and there is the potential threat of virus mutation which may cause even further problems. There is also major worry about the potential for gene therapy to be used to improve basic human traits such as height, intelligence etc. People could simply choice characteristics and this in many people's eyes could be used for the wrong reason. For example, this may be used to give some athletes a major advantage over others or possibly creating super humans. 3. Stem Cells I think stem cells have shown exciting potential and will hopefully provide a full time future cure for the disease. How they work? Stem cells are unspecialised cells that have the ability to develop into highly specialised cells like nerve cells. They can also self-renew, which means they are capable of replenishing themselves for long periods of time by dividing4. For Parkinson's disease it is hoped that large numbers of the brain cells that produce dopamine can be produced and inserted, through transplantation, into a patient's brain. Therefore, nerve messages to all parts of the body will be normal again. However, stem cells not been successfully used to cure PD yet and there are many problems facing researchers. Therefore stem cells are relatively useless for PD at the moment but may be able to provide an easy and affective cure in the future. Problems with the types of Stem cells There are three main types of stem cells: 1. Adult stem cells can come from Skin, Bone marrow, Brain, Blood vessels, Liver and Skeletal muscle. However, adult stem cells are found in such small quantities it is difficult to identify and isolate them in viable numbers. Because adult stem cells aren't as ‘young' as embryonic stem cells, they contain more DNA abnormalities acquired with age4. These can be caused by the environment, toxins or errors in DNA replication. Adult stem cells have limited potential because unlike embryonic stem cells they can not differentiate into any specialised cell in the body. 2. Cord blood cells are normally found in the umbilical cord and placenta after the cord is cut. One problem is the lack of cells obtained and these may not be enough relative to a patient's size. Cord blood cells generally take longer to grow, therefore completion of therapy will take longer. It obviously requires a pregnant woman to donate the cells. 3. Embryonic stem cells are found in human embryos and have a seemingly unlimited potential to develop into any cell in the human body. However they are surrounded by a number of ethical issues. Many people and especially religious group condemn the use of embryonic stem cells as they believe it is destroying a life. They believe it is immoral to save a life at the expense of another. However new developments in stem cells research means that Totipotent* stem cells can now be collected without the loss of embryo life: Somatic cell nuclear transfer (SCNT) – nucleus is removed from a somatic cell and is then implanted into a donor egg that has had its nucleus removed6. It divides just as normal before forming an embryo. Cells from the inner cell mass are extracted and cultured to provide embryonic stem cells but the technique destroys the embryo. Although the embryo is destroyed it is a created clone and so may not be considered the loss of new, individual life. Altered nuclear transfer (ANT), however, prevents an embryo from actually being created. The nucleus of the somatic cell is altered, or genetically reprogrammed, before being transferred into the egg. The alteration consequence is that the somatic cell DNA still produces stem cells but does not generate an embryo. Blastomere Extraction is performed on a two-day old embryo, following the division of the fertilized egg into eight blastomeres (cells). One blastomere is removed and can be triggered to divide and the resulting stem cells could still be used for research and disease treatment. The embryo, ‘now with only seven blastomeres can still be implanted into the mother and assuming no defect has been found these embryos will still grow into healthy babies'4. 1. Name of article: Parkinson's Disease Url: http://www.patient.co.uk/health/Parkinson's-Disease.htm Date accessed: 15/2/10 Evaluation: The article is certified as a reliable source of health and social care information. It certificate states- ‘The authors and editors of this article are employed to create accurate and up to date content reflecting reliable research evidence, guidance and best clinical practice. They are free from any commercial conflicts of interest.' The article states that Parkinson's disease affects the part of the brain know as the substantia nigra. WE MOVE (Worldwide Education and Awareness for Movement Disorders- http://www.wemove.org/par/par_subn.html) states: ‘In PD, cells of the SN (substantia nigra) degenerate, and therefore can no longer produce adequate dopamine.' This information is further backed up on the Parkinson's Disease Research Agenda that states ‘cells that produce the neurotransmitter dopamine die in a small brain area called the substantia nigra.' As the information provided is backed by what I consider to be reliable resources I think that the i nformation on the website is also therefore reliable, but should be checked with other sources before being used. 2. Name of article: Possible Causes of Parkinson's Disease (PD) Url: http://www.healthtree.com/articles/parkinsons-disease/causes.php Date accessed: 20/2/10 3. Name: Parkinson's Disease Research Agenda URL: http://www.ninds.nih.gov/about_ninds/plans/nihparkinsons_agenda.htm#Parkinson Date accessed: 20/2/10 Evaluation: Parkinson's disease Research Agenda is written by the National Institute of Neurological Disorders and Stroke (NINDS). It primary aim is to †reduce the burden of neurological disease – a burden borne by every age group, by every segment of society, by people all over the world.† It is funded by the government so should provide no bias and the site aims to educate people about various neurological disorders including Parkinson's disease. It states â€Å"mitochondrial dysfunction has numerous consequences†¦ each of which may be important in Parkinson's disease.† This is also backed by an article: http://www.nature.com/nrneurol/journal/v6/n2/full/nrneurol.2009.221.html that states † dysfunctional energy metabolism might be a central element of the pathological process underlying the development of PD.† The site was last updated on the 25th of July 2008. As the site is run and updated by the government with no other purpose but to inform I think it can be used a very reliable source of information.

What Is So Fascinating About Romance Essay Topics?

What Is So Fascinating About Romance Essay Topics? You are able to wait till your muse arrives to visit. Some hobbies are simply diversions. The topic has to be interesting, the topic has to be essential and finally the topic has to be informative. Pregnant couples should get parenting lessons. The Romance Essay Topics Cover Up Perhaps, there are a number of obscure facets of the issue and you need to shed light on them in your paper. The very first step is where a significant number of students become stuck. Among the themes that you will see among our examples is associated with the effect of horror movies on people. There are a lot of things to argue when it has to do with the law. School should occur in the evenings. Students may write informational essays numerous ways. They should be allowed to pray in school. For example, they might write about the benefits of a vegan diet. Once you comprehend the kind of essay, it's time to choose a topic. Begin a list of questions which you'd love to have answered. On the opposing side, obtaining a list of good persuasive essay topics is insufficient. After you have the topic, answer the question and support your answer with three or more explanations for why you believe it. You may also restate the ideas which you have discussed in the body paragraphs in order to make your point valid. When you start to work on the topic the next points should be taken under consideration. The last write-up ought to be concise with firm language. Usually, it's tough to pinpoint the specific start of a significant literary movement. Bear in mind that you could make funny argumentative essays if you do a few things. Bear in mind which you want to reveal the best about yourself. Our eyes do not demonstrate a deficiency of sense of love, but absence of observation. There are new people within the community, some young, some old, and a few boarders. To discover argumentative essay topics easy on various platforms, you want to comprehend about the argumentative essay. Argumentative essay is a rather intriguing sort of an assignment, as you must gather a good deal of materials to strengthen your standpoint. Research-based topics require students to collect information till they write. There are a few great topics to take into account when deciding on a topic for your argumentative essay. Put simply, everything would be dependent upon verifiable fact an expository essay. Some folks might believe that the very good content might be written on any topic and the paper success is dependent just on the mastery of the writer. There are just a few things that define whether an essay you're working on is going to be a good one. When it has to do with writing an argumentative essay, the most significant point to do is to select a topic and an argument you may really get behind. Our blithedale romance essay topics competent writers are devoted to providing some of the greatest writing services that will earn you the very best grades. One, we apply an extremely careful collection of our writers. Writing prompts are among the best approaches to create confident writers who take pleasure in the practice. Our writers also undergo a string of other training that could truly convince us they are best for the job.

Presidents, Truman, Eisenhower, JFK and Johnson Civil Rights.

Civil Rights (The Truman, Eisenhower, Kennedy, and Johnson Years) Civil Right in the Truman Era †¢ Post-war prosperity, Cold War rhetoric led to increasing assertiveness of African-Americans †¢ Truman began to address civil rights issues, shortly after the war o 1946 - appoints commission to propose civil rights legislation o 1948 - Proposes civil rights legislations ï‚ § Called for permanent Federal civil rights commission ï‚ § Called for a permanent Fair Employment Practices Committee to end discrimination in employment ï‚ § Blocked by Southern Democrats in Congress o African-Americans key in Trumans surprise victory in 1948 election ï‚ § Truman again pushes FEPC, also anti-lynching legislation ï‚ § again blocked in Congress by Southern†¦show more content†¦Johnson (1963-1969) and Civil Rights †¢ A former Majority Leader in the Senate, LBJ was able to maneuver legislation through Congress that others had been unable to. †¢ Civil Rights Act of 1964 o LBJ passed this legislation with votes from Northern Democrats and Republicans o Made segregation by race of public facilities illegal o Established the Equal Employment Opportunity Commission to combat job discrimination o Provided protection for voting rights or African Americans. o Also made advances in prohibiting gender discrimination †¢ The Great Society o LBJ ran for election in 1964 campaigning on a war against poverty o As part of his campaign, he immediately began pursuing a number of anti-poverty programs, which came to be known as the Great Society o Winning in a massive landslide, continued to enact social legislation, such as Medicare †¢ Voting Rights Act of 1965 o Saw civil rights, and Black voting in particular, as a key part of these programs o Again, televised violence was key - police brutality against marchers in Selma led LBJ to call for comprehensive voting rights o Congress quickly passed the Voting Rights Act ï‚ § banned literacy tests in states and counties were less than half of population voted in 1964 ï‚ § sent Federal registrars to those places to insure African Americans got on the voting rolls ï‚ § dramatically increased the number of Black voters in the South †¢ Immigration Act of 1965 o LBJShow MoreRelatedTruman Doctrine1575 Words   |  7 Pages1970à #9472;#8805;s. 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