Top 10 Natural Disasters of the Year Essay Example | Topics and Well Written Essays - 1500 words

Top 10 Natural Disasters of the Year - Essay Example 10 natural disasters that have made people homeless, children orphan and has taken the lives of millions in the year 2013 are: Chad, Drought (June2012- February 2013) Mindanao floods, Philippines (January)  Ã‚   Yunnan earthquake, China (March)   Guangdong Storm, China (March) Sichuan Earthquake of China (April) Argentina, Buenos Aires floods (April) Namibia, Drought (May) Hubei Flood, Guan gong, China (May) Patuakhali cyclone, Bangladesh (May)   Sichuan Flood, Gansu, China (June) (Aspi, 2013) Chad, Drought (June2012- February 2013) In 2012 Chad experienced the worst drought in its history. From 2010 about five regions of the country have been affected by drought. During this time the production of cereal reduced to 50 percent of the country’s production in 2010’s. To worsen the situation the neighboring countries cut the supply of food and the income on which the citizens of this region rely on. Almost 18 million citizen across Africa faced hunger as a result of this step. It was the poor governance of the concerning authorities and the low quality infrastructure that increased the difficulties of the people affected from drought. Mindanao floods, Philippines (January) It was due to the heavy rain and flood that about 100,000 people got displaced in Manila, Philippines. According to the report presented by National Reduction and Management Council about 23,886 families and 100,994 people flee from their homes due to bad weather conditions. About 5,912 families and 26,828 people were living in 46 evacuation centers across Philippines whereas 19,974 families and 74,166 people were staying with their friends or relatives. Properties worth 71 million were damage as the result of this flood. Assistance worth 3.27 million was provided to the residents affected by flood. Yunnan earthquake, China (March) The area of South Western China that killed hundreds of residents, destroying the houses of hundreds of people also forced people to migrate to a safer place. This earthquake affected a wide area including Yunnan. The magnitude of this earthquake as recorded by the China Earthquake Administration was 5.9 whereas the magnitude reported by U.S. geological survey was 5.9. The China Earthquake Information Administration while citing the provincial civil affair department of Yunnan said that 5 people died as the result of this earthquake and about 17 were injured in the cities of Deqen and Shangri-La. The condition of six injured people is still serious. This earth quake destroyed 600 residential units and around 55,000 of these units were damaged. The flood caused around 9,000 residential units to relocate. Guangdong Storm, China (March) Typhoon Usagi arrived in the province of Guangdong in the south of China, bringing along winds at 165 km per hour accompanied by massive storm and heavy rain and flooding a wide area. At least 25 of the residents died on the first day in the city of Shanweim present in the province of Guangdong. The storm destroyed 7000 homes and around 80,000 people were evacuated from the residential units present in province Fujian. The storm also caused transport network disruption in the southern area China. This Typhoon before hitting Guangdong has been the cause of a number of fatalities in Taiwan and Philippines as well. Sichuan Earthquake of China (April) The earthquake with a magnitude of 7.0 hit the Lushan Country area

History of Policing Essay Example | Topics and Well Written Essays - 500 words

History of Policing - Essay Example r inspection of every of the Peelian principles, it is apparent that not only does a direct correlation to today’s policing exist, but also the 9 principles are frequently cited as being the primary foundation for present law enforcement organizations as well as community policing all over the world. This is also evidenced by the fact that several law enforcement agencies presently cite the Peelian Principles especially on their public websites as being their own principles.Thus Peel’s Principles are applied by most policing units in the world. Thus the fundamental undertaking of majority of police organizations currently is symbolized as law enforcement and crime prevention. The most recognizable phrase today in most policing institutions is â€Å"protect and serve† which is a direct reflection of the first principle of Peel; â€Å"The basic mission for which the police exist is to prevent crime and disorder† (Thomas, 2011). The governments together with members of the police force are being taken to task for actions that the media has chosen to highlight. Thus, the public today has got a bigger opportunity in reviewing as well as scrutinizing inefficient, illegal and inappropriate activity by police officers. Regrettably, the actions of a single government official or police officer can be very detrimental to a whole local government, police force or community. The second principle put forth by Peel states that, â€Å"The ability of the police to perform their duties is dependent upon public approval of police actions.†This principle is therefore more applicable today than in 1829 since the media of today are keen to focus on any doubtful governmental or law enforcement activities. Thus in a bid to achieve public approval and assistance, community policing was then established. The 3rd Peel Principle is best illustrated by present-day technology as well as media developments that have allowed co mmunities to be more enlightened of the governing laws in addition

The impact of airport design, development, operations, and funding Essay

The impact of airport design, development, operations, and funding sources on Airport systems - Essay Example Thus, to build new safety standards and maintain them to the highest level, an Act regarding aviation safety was passed on May 20, 1926. The Act made great beneficial impacts upon the airport design, development, operations, and funding sources. According to this Act, all aircraft should be properly checked and certified in order to be suitable for flight. The Act emphasized that the federal government should take measures to build more airports according to the most modern designs. The federal government was also instructed to devise strategies regarding aircraft altitude separation. One main focal point of this Act was to build and maintain new airways. Navigational facilities were also required to be improved. â€Å"Under this act, the government supplied money for air navigation facilities so that the routes would become safer to fly, day and night† (U.S. Centennial of Flight Commission, 2010). The website of U.S. Centennial of Flight Commission states that the development of airports is a true example of government caring for its people’s safety. The improved aviation operations enabled the aircraft to go on extended flights which it did not before this Act because there were more accidents in the early nineteenth century and no detailed investigation was performed.

Mechanical barrier against infection

Mechanical barrier against infection Take Home Midterm 1.) One example of a mechanical barrier against infection would be the surface layer of our skin. The surface layer of human skin is acidic and very dry, thus making it difficult for pathogens to survive. In addition to this, the surface layer of human skin consists of dead epithelial cells, under which many viruses have difficulty replicating. Moreover, dead epithelial skin cells are frequently being replaced, and thus pathogens that are present on the skin often do not have a chance to cause infection. Therefore, the surface layer of human skin is a very important mechanical barrier against infections. Sometimes they are circumstances under which the surface layer of our skin can be compromised, thus resulting in infection. Several breaches to the surface layer such as through bites, burns, cuts, or trauma can allow for bacteria to enter into the tissue, thus resulting in infection. One such example of an infection that can result from a breach of the skin is Rocky Mountain spotted fever. Rocky Mountain spotted fever is transmitted from a bite from an infected tick. Rocky Mountain spotted fever is caused from the bacterial organism Rickettsia rickettsii and may cause fever, nausea, abdominal pain, and joint pain. In addition to this, burns to the surface layer of the skin can destroy the protective layer and thus allow for many types of bacteria such as staphylococci to colonize and infect the individual. Thus, the surface layer of our skin is an extremely important mechanical barrier against infection and protects us from surface and environmental pathogens. Church, Diedre, Owen Reid, and Brent Winston. Burn Wound Infections. Clinical Microbiology Reviews 2nd ser. 19 (2006): 403-34. PubMed Central. Web. 31 Mar. 2010. . United States. Centers for Disease Control and Prevention. Division of Viral and Rickettsial Diseases. CDC, 1 Apr. 2008. Web. 31 Mar. 2010. . 2.) In recent years, globalization has lead to many issues associated with food borne illnesses. Some of the factors related to this issue are an increase in the amount of food that is traded between countries, international travel and migration of individuals from different countries, and economic and technological advances that have changed the types of foods that individuals eat. In addition to this, the ways in which foods are prepared are changing, and the introduction of new foods to new regions are some of the factors affecting food borne illnesses. Furthermore, dietary habits of individuals are beginning to shift to a healthier diet and more and more individuals are starting to eat more organic and fresh food. To be able to meet these demands, the United States and other countries have to import certain foods on a seasonal basis. For example, according to the CDC, more than 75% of the fresh fruits and vegetables that are available in U.S. markets and restaurants are imported. It has been estimated that the increased demand for fruits and vegetables has nearly doubled the rates of food borne illnesses. Therefore, individuals are at a greater risk to acquire a food borne illness from contaminated food that is imported from other countries. Currently, one of the largest consequences of globalization and international trading is that when food becomes contaminated it can spread all over the world. In years past, food borne illnesses were thought to be local events and it was easier to ascertain the cause of the illness. However, this is no longer the case and takes much longer now that globalization has occurred. One example of a food borne illness that spread to different countries was an outbreak of shigellosis in eight restaurants caused by a common strain of Shigella sonnei that occurred in the United States and Canada between July and August in 1998. It was determined that the illness was associated from the ingestion of parsley. In each case the parsley was found to have been chopped and left at room temperature for several hours before being used. In addition to this, in 6 of the outbreaks it was found that the parsley was traced to a specific farm in Baja California, Mexico. Thus, it was likely that the parsley h ad been contaminated before shipment. Therefore, as seen from these examples, globalization has had a major impact on food borne illnesses and with changes in dietary habits, the increase in international travel and migration, and an increase in imported foods have been some of the main reasons associated with food borne illnesses relating to globalization. Angier. A World in Motion: The Global Movement of People, Products, Pathogens, and Power. The National Academies Press. 2001. Web. 31 Mar. 2010. United States. Centers for Disease Control and Prevention. National Center for Infectious Diseases. Foodborne Disease Control: A Transnational Challenge. By D. W. Betthcer. 4th ed. Vol. 3. Atlanta: CDC, 2010. National Center for Infectious Diseases. Web. 31 Mar. 2010. . United States. World Health Organization. Food Safety and Foodborne Illness. Web. 31 Mar. 2010. . 3). According to Dr. Nelson El-Amins lecture, vaccinations have had a large impact on infectious disease rates. One such disease that has seen a dramatic decrease in the number of individuals affected is Tetanus. According to the lecture, the number of individuals that had Tetanus in 1947 was about 560-570. Since vaccination for Tetanus has occurred in the United States, there has been a steady downward decrease in the number of individuals affected. In 2002, the number of individuals affected with Tetanus was about 10-20. In addition to this, another disease that has significantly decreased due to vaccination is the rates of individuals affected with Diphtheria. According to the lecture, in 1940, the number of individuals affected with Diphtheria was about 16,000. Since vaccination for Diphtheria, the rates of those infected have significantly decreased. In 2000, the rate for those infected with Diphtheria was almost non-existent. And finally, another example that was presented in D r. El-Amins lecture was disease rates for Polio. At one time, Polio was the most feared disease in United States and caused either paralysis or death. Before there was a vaccination for Polio, Polio affected more than 20,000 individuals per year. In 1955, the first Polio vaccination was licensed and had a significant impact on the rates of those affected with Polio. Today, there arent any reported cases of Polio in the United States. Thus, as seen from the examples presented in Dr. El-Amins lecture, vaccinations have had a significant impact in reducing the disease rates for many infectious diseases, and in some cases, such as Polio, vaccinations have just about completely eliminated Polio in the United States. El Amin, Alvin N. The Changing Epidemiology of Vaccine Preventable Diseases. PM 527 Infectious Disease Epidemiology Class. Los Angeles. 11 Mar. 2010. Lecture. 4). In 1879, Robert Koch discovered the anthrax bacterium and developed the Kochs postulates for causation. There are 4 postulates that Koch believed must be satisfied in order to establish causation. The postulates state: the bacteria must be present in every case of the disease, the bacteria must be isolated from the host with the disease and grown in pure culture, the specific disease must be reproduced when a pure culture of the bacteria is inoculated into a healthy susceptible host, and that the bacteria must be recoverable from the experimentally infected host. One such example of an infectious disease that satisfies the Kochs postulates is Anthrax. Anthrax was the first infectious disease that was discovered by Koch, and it was this disease that gave birth to his 4 postulates. On the contrary, there are exceptions of certain infectious diseases that do not satisfy all of the Kochs postulates. There are many infectious diseases in which infected carriers do not show the signs or symptoms of having the disease. These individuals are thus asymptomatic. One example of this is from the Bartonella species of bacteria. Certain species that are infected with Bartonella do not show any signs of symptoms, whereas other infected species do. Therefore, in cases where the infected individual does not show any signs or symptoms, all the Kochs postulates are not satisfied. In addition to this, certain infectious diseases cannot be grown in pure culture, but rather can only reproduce in living cells. Thus, in cases such as these, the Kochs postulates are also not satisfied. Other examples of infectious diseases that do not satisfy all of the Kochs postulates are cholera, typhoid fever, and herpes simplex. Jacomo, V., and P. J. Kelly. Natural History of Bartonella Infections (an Exception to Kochs Postulate). Clinical and Diagnostic Laboratory Immunology 9.1 (2002): 8-18. American Society of Microbiology. Web. 31 Mar. 2010. . 5). According to Dr. Nelson El-Amins lecture, there are a few reasons why diseases such as measles and polio have not been completely eradicated even though there are vaccines to prevent these diseases. One of the reasons presented in the lecture for this is due to the fact that some individuals do not receive the vaccination against these diseases out of fear. There are cases of individuals that do not receive measles vaccinations due to concerns that vaccinations have caused certain ailments such as autism. This is evident from a cohort study conducted on unvaccinated children that have not received proper vaccination due to concerns of safety. However, according to the lecture, there is no scientific fact to support the beliefs that autism is associated with the MMR vaccinations. Another reason why certain groups of individuals do not receive vaccinations is because it goes against their religious beliefs and they believe that they do not need to receive a vaccination in order to be protected against diseases. Some of the characteristics for individuals that have not received proper vaccination are individuals that are young, individuals that do not know their vaccination status, and individuals that have migrated from other countries. According to the lecture, in cases in which individuals have not received vaccination, 76% of those individuals are less than 20 years old. In addition to this, 91% of unvaccinated individuals do not know their vaccination status. And furthermore, 89% of unvaccinated individuals are people that have migrated from other countries. Therefore, the evidence shows that the reasons why certain diseases such as polio and measles have not been completely eradicated are due to the fact that not everybody has received proper vaccination. This is either due from individuals refusing to receive vaccination out of fear or some other belief, certain individuals do not know that they have not received proper vaccination, or certain individuals have migrated from other coun tries and have not received all their vaccinations. El Amin, Alvin N. The Changing Epidemiology of Vaccine Preventable Diseases. PM 527 Infectious Disease Epidemiology Class. Los Angeles. 11 Mar. 2010. Lecture. 6). According to Dr. Wohls lecture on HIV/AIDS, the distribution of AIDS diagnoses has changed amongst the different race/ethnic groups since the beginning of the AIDS epidemic. For example, in 1985, about 60% of the total AIDS cases were amongst Caucasians, about 27% were amongst Black/African Americans, about 16% were amongst Hispanic/Latinos, about 1% were amongst Asians, and less than 1% were amongst American Indian/Alaska Native and Native Hawaiian/other Pacific Islander. As of 2007, these rates have changed amongst the different race/ethnic groups. For example, for Caucasians the rates have decreased to about 28% of the total AIDS cases. On the contrary, rates for Black/African Americans have increased to about 48% of the total AIDS cases. In addition to this, rates for Hispanic/Latinos have also increased to about 21% of the total AIDS cases. For Asians, the rates have remained constant at around 1% of the total cases, and the rates amongst American Indian/Alaska Native and Na tive Hawaiian/other Pacific Islander have also remained constant at around less than 1% of the total AIDS cases. According to the lecture, SHAS examined time intervals between when a person first learned that they had HIV and when they were diagnosed with AIDS. As indicated by the findings, detection rates varied significantly between different racial/ethnic groups. The results showed that Caucasians were more likely than Black/African American or Hispanic/Latinos to have their HIV infection to be detected early (more than 5 years) before their onset of AIDS. Thus, many more Caucasians were more likely to fall into the â€Å"early detection† group in comparison to other racial groups. In contrast to this, Hispanic/Latinos were much more likely than any other racial group to have their HIV infection detected very late (within a year) in their progress to AIDS diagnosis. Thus, Hispanic/Latinos were more likely to fall into the â€Å"very late detection† group in comparison to other racial groups. Black/African Americans were also very likely to have their HIV infections detected ver y late prior to coming down with an AIDS diagnosis, however, the rates of Black/African Americans in the â€Å"very late detection† group was lower than that of Hispanic/Latinos. The rates between racial/ethnic groups for individuals that had their HIV infection detected between 13 and 60 months prior to AIDS diagnosis (â€Å"late detection) was relatively equal between all of the racial/ethnic groups. In addition to these finding, according to the lecture, it was shown that in Los Angeles, individuals that were more likely to be late testers were found to be women, Black/African Americans, foreign born Latinos, U.S. born Latinos, those exposed to HIV via heterosexual contact, young individuals, and less educated individuals. There are many implications associated with late detection of HIV. Individuals infected with HIV that are diagnosed later in life, are not able to receive proper antiretroviral therapy. And thus, those individuals are more likely to suffer from adverse effects in comparison to individuals that are diagnosed earlier in life who are able to receive the proper medication to help slow down their onset of AIDS. In addition to this, individuals that are detected of having HIV later in life are more likely to affect other individuals, thus spreading HIV to other unknowing individuals and further exacerbating the issue. Therefore, as shown from the lecture, there are many negative implications of late detection, and it has also been shown that the distribution of AIDS has changed significantly amongst racial/ethnic groups since the beginning of the AIDS epidemic. Wohl, Amy R. HIV and AIDS: Worldwide, the U.S. and Los Angeles County. PM 527 Infectious Disease Epidemiology Class. Los Angeles. 18 Feb. 2010. Lecture. Works Cited Angier. A World in Motion: The Global Movement of People, Products, Pathogens, and Power. The National Academies Press. 2001. Web. 31 Mar. 2010. Church, Diedre, Owen Reid, and Brent Winston. Burn Wound Infections. Clinical Microbiology Reviews 2nd ser. 19 (2006): 403-34. PubMed Central. Web. 31 Mar. 2010. . El Amin, Alvin N. The Changing Epidemiology of Vaccine Preventable Diseases. Infectious Disease Epidemiology Class. Los Angeles. 11 Mar. 2010. Lecture. Jacomo, V., and P. J. Kelly. Natural History of Bartonella Infections (an Exception to Koch?s Postulate). Clinical and Diagnostic Laboratory Immunology 9.1 (2002): 8-18. American Society of Microbiology. Web. 31 Mar. 2010. . United States. Centers for Disease Control and Prevention. Division of Viral and Rickettsial Diseases. CDC, 1 Apr. 2008. Web. 31 Mar. 2010. . United States. Centers for Disease Control and Prevention. National Center for Infectious Diseases. Foodborne Disease Control: A Transnational Challenge. By D. W. Betthcer. 4th ed. Vol. 3. Atlanta: CDC, 2010. National Center for Infectious Diseases. Web. 31 Mar. 2010. . United States. World Health Organization. Food Safety and Foodborne Illness. Web. 31 Mar. 2010. . Wohl, Amy R. HIV and AIDS: Worldwide, the U.S. and Los Angeles County. PM 527 Infectious Disease Epidemiology Class. Los Angeles. 18 Feb. 2010. Lecture.

Macbeths Conscience in Shakespeares Macbeth Essay -- essays research

William Shakespeare’s seventeenth century tragedy, Macbeth, tells the story of Macbeth, whose ambition leads him to murder his close friends. In the play, he is told that he will become king, but to speed up the process he is convinced to kill the current king, Duncan. Although he is portrayed as a vile, evil character, the scene before he murders Duncan, his thoughts after the murder, and his encounters with his friend’s ghost show that Macbeth truly is a man of conscience. After his wife encourages Macbeth to kill King Duncan when he visits their home, Macbeth truly considers the idea. Shakespeare allows his character to mull over the act and consequences in a soliloquy which, â€Å"not only weighs the possible bad practical consequences of his act but shows him perfectly aware, in a way an evil man would not be, of moral values involved: ‘First I am his kinsman and subject Strong as both against the deed, then as his host, Who should against his murderers shut the door Not bear the knife myself’† (Scott 156) Macbeth is fully aware of the crime he commits. Before comm... Macbeth's Conscience in Shakespeare's Macbeth Essay -- essays research William Shakespeare’s seventeenth century tragedy, Macbeth, tells the story of Macbeth, whose ambition leads him to murder his close friends. In the play, he is told that he will become king, but to speed up the process he is convinced to kill the current king, Duncan. Although he is portrayed as a vile, evil character, the scene before he murders Duncan, his thoughts after the murder, and his encounters with his friend’s ghost show that Macbeth truly is a man of conscience. After his wife encourages Macbeth to kill King Duncan when he visits their home, Macbeth truly considers the idea. Shakespeare allows his character to mull over the act and consequences in a soliloquy which, â€Å"not only weighs the possible bad practical consequences of his act but shows him perfectly aware, in a way an evil man would not be, of moral values involved: ‘First I am his kinsman and subject Strong as both against the deed, then as his host, Who should against his murderers shut the door Not bear the knife myself’† (Scott 156) Macbeth is fully aware of the crime he commits. Before comm...

Descartes Essay Essay

None of the proposed philosophical theories is exact, not even a combination of two or more theories (Sayre, 2011). However, Descartes has unique way of metaphysical argument concerning existence of God. Descartes’ Discourse on the Method (Part IV) ends surprisingly with a claim of God’s existence, which can be deduced from the interrelationship between mind, soul and our existence. Descartes began the fourth section by discussing about himself. The reading up to the point where he gives credit to a supreme being, God, could only suggest that Descartes was discussing about his philosophical thought about his being as a man. However, the discourse twist came when he inferred, â€Å"something indeed having every perfection of which I could have any idea, that is—to explain myself in one word—by God† (Bennett, 2007, p. 16). After this inference, the discourse changed to one that discussed the existence of God. It was at this point that it became clear that the ending would be more of God’s existence rather than a conclusion of Descartes as a human being. The change of discourse from exploration of self to a proof of God’s existence through personal evaluation was indeed an ingenious thought. Most of the times we try to prove existence of God or lack thereof by evaluating what are outside us. However, Descartes made a self-evaluation on intrinsic values of himself as a human being. By deconstructing his strengths and limitations, he was able to realize a fair conclusion about the existence of a supreme being, which we refer to as God. Therefore, the ending was different but offered a concise conclusion on God’s existence despite starting on a different discourse. References Bennett, J. (2007). Discourse on the Method of Rightly Conducting one’s Reason and Seeking Truth in the Sciences. Retrieved from http://www. earlymoderntexts. com/pdf/descdisc. pdf Sayre, H. (2011). The Humanities Culture, Continuity, and Change: New York: Pearson College Div.

Cottle Taylor: Expanding the Oral Care Group in India Essay

In 2009, the director of the oral-care marketing for the India division of Cottle- Taylor, Brinda Patel, thought of the brilliant idea to expand the oral care system in India. At this time 50% of the Indian population was very uninterested in curing their dental problems and did not see the need to obtain dental hygiene like toothbrushes and toothpaste. However, this did not stop Patel. She still believed that her plan would have a 20% increase in toothbrush unit sales. Her plan was to reward regions that met or exceed sales objectives and to reorganize those that underperformed. Patel’s boss gave her two days to revise a marketing plan that came close to 30% unit sales growth. Patel was determined and confident in doing so. In 2009, India was not doing so great as a country. They has about 37% of their population living below the poverty line ($1.25 U.S dollars per day) and about 78% lived in rural towns and villages. Many Indians cleaned their teeth with Neem twigs and didn’t associate with dental healthcare at all. The Indians who live in rural towns were more likely to refrain to these oral care products. A lot of the problem was that there were not dental technicians readily available to the Indian population at all. The dental professionals would move out of India for a higher pay. This caused the problem of not even being aware about the importance of the modern health care. Cottle-Taylor in 2009 needed to bring three different marketing strategies to India to become successful and increase sales in the oral care group: segmentation, targeting and positioning. These were three very important things to consider when making this expansion into India. Segmentation is the act of dividing the ta rget market into subsets of consumers who have the common needs and priorities and then implementing the strategies to target them. This was very important to India’s dental care because 50% of the population was not interested in changing their dental habits at all. With segmentation, Cottle-Taylor’s Company can easily assess which of their products they should market to those who have never used a toothbrush before, those who use them but not as frequently and those  who have been using toothbrushes in the past. The company can also separate it within demographics. They can market the product to those with low incomes, those with middle incomes and products for those with higher incomes. This would help the consumers know what it is that they want and know that there is something that they can also afford. With this marketing strategy, you can get the most profit since more people will buy what they can afford. Targeting is another great marketing strategy that would be very beneficial to Cottle India’s products. Targeting is to strategically place advertising to reach consumers based on demographics, income, behaviors etc. India needs different target audiences based on the type of product that needs to be sold to a specific re gion or people group. If you adapt your products to satisfy the people who are buying them, they would more likely want to buy them. With toothbrushes, if you target them to the population of Indians that are more likely to buy them, or target this new invention to those who never used them, the different targeting ploys will definitely help gain profit. What Patel thought would be most successful was to target more towards those who have never been exposed and those who don’t use them as frequently in India, and then eventually once they see and understand the importance they can upgrade to the battery powered toothbrush. I believe that was the most lucrative plan for the company as well. The people who already are using toothbrushes do not need as much advertising as they have already been a part of the toothbrush selling market. Positioning is the last one and it is the most important. You need to be very strategic in where to place your product to where it would be the most profitable. These strategies are exactly what was a part of Brinda Patel’s plan. She devised three different marketing/advertising plans to help increase the demand of these products. The first was to persuade consumers to brush for the first time. These advertisements would be placed and targeted in the rural regions where they were using the tw ig methods of dental car This type of advertising would be low income, using the 12mm budget for advertising. Secondly she wanted to increase the incidence of brushing. It was shown that the people in India who were brushing their teeth did it very infrequently. This would be more for people who have been exposed in middle incomes. This type of marketing would be used more heavily. The last was to persuade consumers to upgrade to mid-range or  premium products. This would be targeted to people in the urban areas that had more money than those in the rural regions. Brinda Patel’s plan is planned out very well and is very reasonable to succeed if produced correctly. She is thinking more long term, which would benefit the company in the long run. The marketing and advertising will definitely get customers to want to buy and see the importance of the toothbrush and as they become more exposed to the possibilities they will upgrade. As Shown in Exhibit 8, India is slowly but surely working there way to improving dental health care. In 2009, 87% were buying low-end manual brushes, 12.5% were buying mid-range manual and .5% were buying battery-operated. This means that they are increasing to some extent their product usage. Exhibit 9 also shows the percentage income statement from toothbrushes. Cottle India i n 2009 made an 18% profit from their operations. This is definitely raising and increasing drastically. It just depends on how you market the importance of the products that you are selling and targeting them to the right people. Even though they are not making as much money in India as they are in other regions, this start is definitely something that they can work on expanding. Income Statement for 2010: Revenues Net Income $0 Cost of Goods Sold (1000*$1.00)+(50000*2.00)= $101,000 (low income) (middle) Expenses Cost of toothbrush (10000*.50)+(50000*1.00)= 50,500 Advertising 3,000+ 9,000= 12,000 Net Income Before Tax = 38,500 With the plan of Brenda’s using only the low and middle income if they sell the amount of toothbrushes within that one year in India then they would make a massive profits. Selling 1,000 low income toothbrushes and 50,000 of the middle income they would sell 101,000 dollars and adding in the costs of the toothbrushes and advertising they would make 38.5 thousand dollars their first year. Patel is curious to increasing by 3% in ad dollars lead to higher revenues and profitability. I definitely believe so. With the rate of expansion throughout India showing the importance of dental care, and the rate that it is currently rising at, I believe that with a 3% increase, advertisers would still buy this to continue to rise and the expansion of dental health care. In conclusion, this was a very smart deal for Cottle-Taylor Company to market towards the lower incomes. With earning the majority of dental sales in India, this partnership was a great marketing and strategic management move for their company. Because they were the first and most reliable at the country, consumers will keep relying on Cottle to go to for their dental care products. The only thing that the company needs to expand on is the amount of people who are interested in this product. If they get a more steady consumer basis, their profits will rise exponentially.