Branding: Marketing and Answer

Chapter-9: MCQ’s and short questions: 1. _____ is endowing products and services with the power of a brand. Your Answer:| Branding | 2. _____ is the added value endowed to products and services. Your Answer:| Brand equity | 3. ______ are those trademarked devices that serve to identify and differentiate the brand. Your Answer:| Brand elements | 4. _____ marketing is about mixing and matching marketing activities to maximize their individual and collective effects. Your Answer:| Integrating | 5. _____ is consumers' ability to identify the brand under different conditions as reflected by their brand recognition or recall performance.Your Answer:| Brand awareness | 6. _____ occurs when customers experience the company as delivering on its brand promise. Your Answer:| Brand bonding | 7. A _____ is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equi ty. Your Answer:| brand audit | 8. When a firm uses an established brand to introduce a new product it is called a _____. Your Answer:| brand extension | 9. A _____ product is one whose brand name has been licensed to other manufacturers who actually make the product.Your Answer:| licensed | 10. _____ occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less about the brand. Your Answer:| Brand dilution | 11. _______is the set of all brands and brand lines which a particular firm offers for sale to buyers in a particular category. Your Answer:| Brand portfolio | 12. _____ measures the degree to which a brand is seen as different from others. Your Answer:| Differentiation | 13. _____ measures the breadth of a brand's appeal. Your Answer:| Relevance | 14.Nike has the distinctive â€Å"swoosh† logo, the â€Å"Just Do It† slogan, and the â€Å"Nike† name based on a mythological goddess. These items a re called _____. Your Answer:| brand elements | 15. Burton, a maker of snowboards, is introducing a new snowboard called â€Å"The Dominator. † This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using? Your Answer:| leveraging secondary association | 16. The purpose of the _____ is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded. Your Answer:| brand inventory | | 7. A _____ typically employs quantitative measures to provide marketers with current information as to how their brands and marketing programs are performing on the basis of a number of key dimensions. Your Answer:| tracking study| | 18. Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of _____. Your Answer:| brand reinforcement | 19. Dannon Yogurt offers several types of new yogurts, Fruit on the Bottom, Natural Flavours, and Fruit Blends to name a few.This is an example of a _____. Your Answer:| line extension | 20. Honda uses the company name to cover different products such as automobiles, motorcycles, snow blowers, and snowmobiles. This is an example of a _____. Your Answer:| category extension | 21. A _____ brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support. Your Answer:| cash cow | 22. All products marketed by Heinz carry the brand name ‘Heinz'. This is an example of ___________. Your Answer:| blanket family names |Short Questions: Chapter-9: 1. Describe the functions a brand provides for the firm. Ans:Brands simplify product handling or tracking. Brands help to organize inventory and accounting records. Brands also offer the firm legal protection for unique features o r aspects of the product. Finally, brands signal a certain level of quality so that satisfied buyers can easily choose the product again. 2. What are the two basic approaches to measuring brand equity? Ans: The indirect approach assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures.The direct approach assesses the actual impact of brand knowledge on consumer responses to different aspects of the marketing. 3. From a marketing management perspective, there are three main sets of brand equity drivers. List these factors. Ans: The initial choices for the brand element or identities making up the brand. The way the brand is integrated into the supporting marketing program. The associations indirectly transferred to the brand by linking the brand to some other entity. 4. What are the six criteria used to choose brand elements? Explain each of these.Ans:- 1. Memorable – how easily is the brand element recalled and recognized. 2. Meaningful – to what extent is the brand element credible and suggestive of the corresponding category? 3. Likeability – how aesthetically appealing do consumers find the brand element? 4. Transferable – can the brand element be used to introduce new products in the same or different categories? 5. Adaptable – how adaptable and updatable is the brand element. 6. Protectable – how legally protectable is the brand element? How competitively protectable is it? Can it be copied? 5.Discuss the four general strategies used in choosing a brand name. What are the advantages to each of these strategies? Ans:- ? First, a company can use an individual name strategy. This way the company does not tie its reputation to the product's. If the product fails or appears to have a low quality the company's image is not hurt. ? A second strategy is to use blanket family names. By using this strategy, there is no need for â€Å"name† research or heavy advertisin g to create brand-name recognition; this reduces initial development costs. ? A third strategy is to use separate family names for all products.This works best for companies that produce quite different products and one blanket family name is not desirable. ? Finally, a company can use the corporate name combined with individual product names as a branding strategy. The company name legitimizes and the individual name individualizes the new product. 6. The Marketing Insight – Applying Permission Marketing, presents the practice of permission marketing as an important tool for building customer loyalty. List the five steps which Seth Godin, a pioneer in the technique, has identified as important in creating effective permission marketing.Ans:-   Godin identifies the following 5 steps: Offer the prospect an incentive to volunteer (e. g. , free sample, sales promotion, or contest). Offer the interested prospect a curriculum over time that teaches the consumer about the product or service. Reinforce the incentive to guarantee that the prospect maintains the permission. Offer additional incentives to get more permission from the consumer. Over time, leverage the permission to change consumer behaviour toward profits. Chapter-10: MCQ’s and short questions: 1. ____ is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. Your Answer:| Positioning | 2. Companies can gain a strong competitive advantage through having better-trained people. This is called _____. Your Answer:| personnel differentiation | 3. _____ pass through four stages: distinctiveness, emulation, mass fashion, and decline. Your Answer:| Fashions | 4. In a _____ pattern of the product life cycle, sales grow rapidly when the product is first introduced and then fall to a â€Å"petrified† level.Your Answer:| growth-slump-maturity | 5. The _____ stage is marked by a rapid climb in sales. Your Answer:| growth | 6. During the _____ stage sales slow down creating over-capacity in the industry, which leads to intensified competition. Your Answer:| maturity | 7. During the _____ stage sales and profits decline and some firms withdraw from the market. Your Answer:| decline | 8. _____ calls for gradually reducing a product and business's costs while trying to maintain sales. Your Answer:| Harvesting | 9. If a new product sells well, new firms will enter the market, ushering in a(n) _____ stage.Your Answer:| market-growth | 10. Eventually, when competitors cover and serve all the major market segments the market enters the _____ stage. Your Answer:| maturity | 11. A company may follow the strategies of deletion, harvesting, or contracting in the _______ stage. Your Answer:| decline | 12. Creating the image of a â€Å"delivered pizza† rather than a â€Å"frozen pizza† category for McCain's pizza is an example of _______. Your Answer:| positioning | 13. Attributes or benefits consumers strongl y associate with a brand, such as FedEx-guaranteed overnight delivery-are called _____.Your Answer:| points-of-difference | 14. Associations that are not necessarily unique to the brand are called _____. Your Answer:| points-of-parity | 15. A _____ is a basic and distinctive mode of expression appearing in a field of human endeavour. Your Answer:| style | 16. During the _____ stage prices remain where they are or fall slightly. Your Answer:| growth | 17. The _____ stage divides into three phases: growth, stable, and decaying maturity. Your Answer:| maturity | 18. During the _____ stage product managers try to stimulate sales by modifying other marketing program elements.Your Answer:| maturity | 19. During the _____ stage firms may withdraw from smaller market segments and weaker trade channels. Your Answer:| decline | 20. _____ is used to milk the firm's investments to recover cash quickly in the decline stage. Your Answer:| Harvesting | 21. In a _____ strategy a new product can be designed to meet the preferences of one of the corners of the market. Your Answer:| single-niche | 22. Which of the following is not a key desirability for PODs? Your Answer:| Feasibility | Short Questions: Chapter-10: 1.What are the three key consumer desirability criteria for POD's (points-of-difference)? Ans:- 1. Relevance – target consumers must find the POD personally relevant and important. 2. Distinctiveness – target consumers must find the POD distinctive and superior. 3. Believability – target consumers must find the POD believable and credible. 2. What are the four stages in the Product Life Cycle? Describe what happens at each stage. Ans:- ? In the first stage, introduction, the product experiences slow sales growth as the product is introduced in the market. In the second stage, growth, there is a period of rapid market acceptance and substantial profit improvement. ? In the third stage, maturity, the product experiences a slowdown in sales growth, p rofits stabilize or decline because of increased competition. ? And in the fourth and final stage, decline, sales show a downward drift and profits erode. 3. Companies can gain a strong competitive advantage through better trained people. List some of the characteristics of better-trained personnel, and give some illustrative examples.Ans:-   Competence – they possess the required skill and knowledge Courtesy – they are friendly, respectful, and considerate Credibility – they are trustworthy Reliability – they perform the service consistently and accurately Responsiveness – they respond quickly to customers' requests and problems Communication – they make an effort to understand the customer and communicate clearly Some examples of the above: Singapore Airlines – excellent reputation in large part because of its flight attendants McDonald's people are courteous IBM people are professional Disney people are upbeat. . What are the thr ee main ways to convey a brand's category membership? Ans:- 1. Announcing category benefits — benefits are frequently used to announce category membership to reassure consumers that a brand will deliver. 2. Comparing to exemplars — well known noteworthy brands in a category can also be used to specify category membership. 3. Relying on the product descriptor — the product descriptor that follows the brand name is often a concise means of conveying category origin. 5. What five strategies are available to firms in declining industries? Ans:- 1.Increasing the firm's investments. 2. Maintaining the firm's investment level until the uncertainties about the industry are resolved. 3. Decreasing the firm's investment level selectively by dropping unprofitable customer groups and simultaneously strengthening the firm's investment in lucrative niches. 4. Harvesting the firm's investment to recover cash quickly. 5. Divesting the business quickly by disposing of its assets as advantageously as possible. 6. Define and discuss the concepts of points-of-parity (pop) and points-of-difference (pod). Use examples to illustrate your discussion.Ans:-   Points-of-Difference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Strong, favourable, and unique brand associations that make up PODs may be based on virtually any type of attribute or benefit. Examples are FedEx (guaranteed overnight delivery), Nike (performance), and Lexus (quality. ) Points-of-Parity (POPs) are associations that are not necessarily unique to the brand but may be shared with other brands. They come in two basic forms: category and competitive.Category POPs are associations consumers view as essential to be a legitimate and credible offering within a certain product or service category. They represent necessary conditions for brand choice. They may change ov er time due to technological advances, legal developments, or consumer trends, but they are the ‘greens fees' to play the marketing game. Competitive POPs are associations designed to negate competitors' PODs. If a brand can ‘break even' in those areas where the competitors are trying to find an advantage and also can achieve advantages in other areas, the brand should be in a strong, and even unbeatable, competitive position.Chapter-13: MCQ’s and short questions: 1. A distinct characteristic of services is _____. Your Answer:| intangibility | 2. Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services. Your Answer:| inseparability | 3. Services cannot be stored. This describes the _____ characteristic of services. Your Answer:| perishability | 4. _____ describes employees' skills in serving the client. Your Answer:| Interactive marketing | 5. SSTS refers to _____. Your Answer:| self-service technologi es | 6.Top firms audit service performance by collecting _____ measurements to probe customer satisfiers and dissatisfiers. Your Answer:| voice of the customer | 7. The services a customer expects are called the _____ service package. Your Answer:| primary | 8. Added features to an offering are called _____ service features. Your Answer:| secondary | 9. The intangibility of services has implications for the choice of _____. Your Answer:| brand elements | 10. _____ cost refers to the product's purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value.Your Answer:| Life cycle | 11. According to Parasuraman, Zeithaml & Benny, the most important determinant of service quality is: Your Answer:| Reliability | 12. An offering that consists primarily of a tangible good with no services at all is considered a _____. Your Answer:| pure tangible good | 13. A restaurant is an example of a(n) _____. Your Answer:| hybrid | 14. _____ refers to the willingne ss to help customers and to provide prompt service. Your Answer:| Responsiveness | 15. _____ refers to the knowledge and courtesy of employees and their ability to convey trust and confidence.Your Answer:| Assurance | 16. _____ refers to the ability to perform the promised service dependably and accurately. Your Answer:| Reliability | 17. Mystery shoppers refer to the use of _____. Your Answer:| undercover shoppers | 18. Customers often view a service as fairly homogeneous, caring less about the provider than the price. Service marketers must therefore _____ their services. Your Answer:| differentiate | 19. Marriott is setting up hotel rooms for high-tech travelers who need accommodations that will support computers, fax machines, and e-mail.These are examples of _____ service features. Your Answer:| secondary | 20. _____ extensions often require sub-branding strategies where the corporate name is combined with an individual brand name or modifier. Your Answer:| Vertical | 21. Servi ces such as installations, staff training, maintenance, and repair services and financing are called _____ services. Your Answer:| facilitating | 22. Ritz-Carlton Hotels' legendary service is an example of which one of the following distinct characteristic of service? Your Answer:| Intangibility | Short Questions: 1.What are the five categories of offerings in the product-service mix? Ans:- 1. Pure tangible good – the offering consists primarily of a tangible good, no services accompany the product. 2. Tangible good with accompanying services – the offering consists of a tangible good accompanied by one or more services. 3. Hybrid – the offering consists of equal parts of goods and services. 4. Major service with accompanying minor goods and services – the offering consists of a major service along with additional services or supporting goods. 5. Pure service – the offering consists primarily of a service. . What are the five determinants of servic e quality in order of importance? Ans:- 1. Reliability – the ability to perform the promised service dependably and accurately. 2. Responsiveness – the willingness to help customers and to provide prompt service. 3. Assurance – the knowledge and courtesy of employees and their ability to convey trust and confidence. 4. Empathy – the provision of caring, individualized attention to customers. 5. Tangibles – the appearance of physical facilities, equipment, personnel, and communication materials. 3.Holistic marketing for services requires external, internal, and interactive marketing. Define these terms. Ans:-   External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well. Interactive marketing describes the employees' skill in serving the client. Clients judge service not only by its technical quality (e. g. , was the surgery successful? ) but also by its functional quality (e. g. , did the surgeon show concern and inspire confidence? ). Branding: Marketing and Answer Chapter-9: MCQ’s and short questions: 1. _____ is endowing products and services with the power of a brand. Your Answer:| Branding | 2. _____ is the added value endowed to products and services. Your Answer:| Brand equity | 3. ______ are those trademarked devices that serve to identify and differentiate the brand. Your Answer:| Brand elements | 4. _____ marketing is about mixing and matching marketing activities to maximize their individual and collective effects. Your Answer:| Integrating | 5. _____ is consumers' ability to identify the brand under different conditions as reflected by their brand recognition or recall performance.Your Answer:| Brand awareness | 6. _____ occurs when customers experience the company as delivering on its brand promise. Your Answer:| Brand bonding | 7. A _____ is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equi ty. Your Answer:| brand audit | 8. When a firm uses an established brand to introduce a new product it is called a _____. Your Answer:| brand extension | 9. A _____ product is one whose brand name has been licensed to other manufacturers who actually make the product.Your Answer:| licensed | 10. _____ occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less about the brand. Your Answer:| Brand dilution | 11. _______is the set of all brands and brand lines which a particular firm offers for sale to buyers in a particular category. Your Answer:| Brand portfolio | 12. _____ measures the degree to which a brand is seen as different from others. Your Answer:| Differentiation | 13. _____ measures the breadth of a brand's appeal. Your Answer:| Relevance | 14.Nike has the distinctive â€Å"swoosh† logo, the â€Å"Just Do It† slogan, and the â€Å"Nike† name based on a mythological goddess. These items a re called _____. Your Answer:| brand elements | 15. Burton, a maker of snowboards, is introducing a new snowboard called â€Å"The Dominator. † This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using? Your Answer:| leveraging secondary association | 16. The purpose of the _____ is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded. Your Answer:| brand inventory | | 7. A _____ typically employs quantitative measures to provide marketers with current information as to how their brands and marketing programs are performing on the basis of a number of key dimensions. Your Answer:| tracking study| | 18. Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of _____. Your Answer:| brand reinforcement | 19. Dannon Yogurt offers several types of new yogurts, Fruit on the Bottom, Natural Flavours, and Fruit Blends to name a few.This is an example of a _____. Your Answer:| line extension | 20. Honda uses the company name to cover different products such as automobiles, motorcycles, snow blowers, and snowmobiles. This is an example of a _____. Your Answer:| category extension | 21. A _____ brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support. Your Answer:| cash cow | 22. All products marketed by Heinz carry the brand name ‘Heinz'. This is an example of ___________. Your Answer:| blanket family names |Short Questions: Chapter-9: 1. Describe the functions a brand provides for the firm. Ans:Brands simplify product handling or tracking. Brands help to organize inventory and accounting records. Brands also offer the firm legal protection for unique features o r aspects of the product. Finally, brands signal a certain level of quality so that satisfied buyers can easily choose the product again. 2. What are the two basic approaches to measuring brand equity? Ans: The indirect approach assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures.The direct approach assesses the actual impact of brand knowledge on consumer responses to different aspects of the marketing. 3. From a marketing management perspective, there are three main sets of brand equity drivers. List these factors. Ans: The initial choices for the brand element or identities making up the brand. The way the brand is integrated into the supporting marketing program. The associations indirectly transferred to the brand by linking the brand to some other entity. 4. What are the six criteria used to choose brand elements? Explain each of these.Ans:- 1. Memorable – how easily is the brand element recalled and recognized. 2. Meaningful – to what extent is the brand element credible and suggestive of the corresponding category? 3. Likeability – how aesthetically appealing do consumers find the brand element? 4. Transferable – can the brand element be used to introduce new products in the same or different categories? 5. Adaptable – how adaptable and updatable is the brand element. 6. Protectable – how legally protectable is the brand element? How competitively protectable is it? Can it be copied? 5.Discuss the four general strategies used in choosing a brand name. What are the advantages to each of these strategies? Ans:- ? First, a company can use an individual name strategy. This way the company does not tie its reputation to the product's. If the product fails or appears to have a low quality the company's image is not hurt. ? A second strategy is to use blanket family names. By using this strategy, there is no need for â€Å"name† research or heavy advertisin g to create brand-name recognition; this reduces initial development costs. ? A third strategy is to use separate family names for all products.This works best for companies that produce quite different products and one blanket family name is not desirable. ? Finally, a company can use the corporate name combined with individual product names as a branding strategy. The company name legitimizes and the individual name individualizes the new product. 6. The Marketing Insight – Applying Permission Marketing, presents the practice of permission marketing as an important tool for building customer loyalty. List the five steps which Seth Godin, a pioneer in the technique, has identified as important in creating effective permission marketing.Ans:-   Godin identifies the following 5 steps: Offer the prospect an incentive to volunteer (e. g. , free sample, sales promotion, or contest). Offer the interested prospect a curriculum over time that teaches the consumer about the product or service. Reinforce the incentive to guarantee that the prospect maintains the permission. Offer additional incentives to get more permission from the consumer. Over time, leverage the permission to change consumer behaviour toward profits. Chapter-10: MCQ’s and short questions: 1. ____ is the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. Your Answer:| Positioning | 2. Companies can gain a strong competitive advantage through having better-trained people. This is called _____. Your Answer:| personnel differentiation | 3. _____ pass through four stages: distinctiveness, emulation, mass fashion, and decline. Your Answer:| Fashions | 4. In a _____ pattern of the product life cycle, sales grow rapidly when the product is first introduced and then fall to a â€Å"petrified† level.Your Answer:| growth-slump-maturity | 5. The _____ stage is marked by a rapid climb in sales. Your Answer:| growth | 6. During the _____ stage sales slow down creating over-capacity in the industry, which leads to intensified competition. Your Answer:| maturity | 7. During the _____ stage sales and profits decline and some firms withdraw from the market. Your Answer:| decline | 8. _____ calls for gradually reducing a product and business's costs while trying to maintain sales. Your Answer:| Harvesting | 9. If a new product sells well, new firms will enter the market, ushering in a(n) _____ stage.Your Answer:| market-growth | 10. Eventually, when competitors cover and serve all the major market segments the market enters the _____ stage. Your Answer:| maturity | 11. A company may follow the strategies of deletion, harvesting, or contracting in the _______ stage. Your Answer:| decline | 12. Creating the image of a â€Å"delivered pizza† rather than a â€Å"frozen pizza† category for McCain's pizza is an example of _______. Your Answer:| positioning | 13. Attributes or benefits consumers strongl y associate with a brand, such as FedEx-guaranteed overnight delivery-are called _____.Your Answer:| points-of-difference | 14. Associations that are not necessarily unique to the brand are called _____. Your Answer:| points-of-parity | 15. A _____ is a basic and distinctive mode of expression appearing in a field of human endeavour. Your Answer:| style | 16. During the _____ stage prices remain where they are or fall slightly. Your Answer:| growth | 17. The _____ stage divides into three phases: growth, stable, and decaying maturity. Your Answer:| maturity | 18. During the _____ stage product managers try to stimulate sales by modifying other marketing program elements.Your Answer:| maturity | 19. During the _____ stage firms may withdraw from smaller market segments and weaker trade channels. Your Answer:| decline | 20. _____ is used to milk the firm's investments to recover cash quickly in the decline stage. Your Answer:| Harvesting | 21. In a _____ strategy a new product can be designed to meet the preferences of one of the corners of the market. Your Answer:| single-niche | 22. Which of the following is not a key desirability for PODs? Your Answer:| Feasibility | Short Questions: Chapter-10: 1.What are the three key consumer desirability criteria for POD's (points-of-difference)? Ans:- 1. Relevance – target consumers must find the POD personally relevant and important. 2. Distinctiveness – target consumers must find the POD distinctive and superior. 3. Believability – target consumers must find the POD believable and credible. 2. What are the four stages in the Product Life Cycle? Describe what happens at each stage. Ans:- ? In the first stage, introduction, the product experiences slow sales growth as the product is introduced in the market. In the second stage, growth, there is a period of rapid market acceptance and substantial profit improvement. ? In the third stage, maturity, the product experiences a slowdown in sales growth, p rofits stabilize or decline because of increased competition. ? And in the fourth and final stage, decline, sales show a downward drift and profits erode. 3. Companies can gain a strong competitive advantage through better trained people. List some of the characteristics of better-trained personnel, and give some illustrative examples.Ans:-   Competence – they possess the required skill and knowledge Courtesy – they are friendly, respectful, and considerate Credibility – they are trustworthy Reliability – they perform the service consistently and accurately Responsiveness – they respond quickly to customers' requests and problems Communication – they make an effort to understand the customer and communicate clearly Some examples of the above: Singapore Airlines – excellent reputation in large part because of its flight attendants McDonald's people are courteous IBM people are professional Disney people are upbeat. . What are the thr ee main ways to convey a brand's category membership? Ans:- 1. Announcing category benefits — benefits are frequently used to announce category membership to reassure consumers that a brand will deliver. 2. Comparing to exemplars — well known noteworthy brands in a category can also be used to specify category membership. 3. Relying on the product descriptor — the product descriptor that follows the brand name is often a concise means of conveying category origin. 5. What five strategies are available to firms in declining industries? Ans:- 1.Increasing the firm's investments. 2. Maintaining the firm's investment level until the uncertainties about the industry are resolved. 3. Decreasing the firm's investment level selectively by dropping unprofitable customer groups and simultaneously strengthening the firm's investment in lucrative niches. 4. Harvesting the firm's investment to recover cash quickly. 5. Divesting the business quickly by disposing of its assets as advantageously as possible. 6. Define and discuss the concepts of points-of-parity (pop) and points-of-difference (pod). Use examples to illustrate your discussion.Ans:-   Points-of-Difference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Strong, favourable, and unique brand associations that make up PODs may be based on virtually any type of attribute or benefit. Examples are FedEx (guaranteed overnight delivery), Nike (performance), and Lexus (quality. ) Points-of-Parity (POPs) are associations that are not necessarily unique to the brand but may be shared with other brands. They come in two basic forms: category and competitive.Category POPs are associations consumers view as essential to be a legitimate and credible offering within a certain product or service category. They represent necessary conditions for brand choice. They may change ov er time due to technological advances, legal developments, or consumer trends, but they are the ‘greens fees' to play the marketing game. Competitive POPs are associations designed to negate competitors' PODs. If a brand can ‘break even' in those areas where the competitors are trying to find an advantage and also can achieve advantages in other areas, the brand should be in a strong, and even unbeatable, competitive position.Chapter-13: MCQ’s and short questions: 1. A distinct characteristic of services is _____. Your Answer:| intangibility | 2. Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services. Your Answer:| inseparability | 3. Services cannot be stored. This describes the _____ characteristic of services. Your Answer:| perishability | 4. _____ describes employees' skills in serving the client. Your Answer:| Interactive marketing | 5. SSTS refers to _____. Your Answer:| self-service technologi es | 6.Top firms audit service performance by collecting _____ measurements to probe customer satisfiers and dissatisfiers. Your Answer:| voice of the customer | 7. The services a customer expects are called the _____ service package. Your Answer:| primary | 8. Added features to an offering are called _____ service features. Your Answer:| secondary | 9. The intangibility of services has implications for the choice of _____. Your Answer:| brand elements | 10. _____ cost refers to the product's purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value.Your Answer:| Life cycle | 11. According to Parasuraman, Zeithaml & Benny, the most important determinant of service quality is: Your Answer:| Reliability | 12. An offering that consists primarily of a tangible good with no services at all is considered a _____. Your Answer:| pure tangible good | 13. A restaurant is an example of a(n) _____. Your Answer:| hybrid | 14. _____ refers to the willingne ss to help customers and to provide prompt service. Your Answer:| Responsiveness | 15. _____ refers to the knowledge and courtesy of employees and their ability to convey trust and confidence.Your Answer:| Assurance | 16. _____ refers to the ability to perform the promised service dependably and accurately. Your Answer:| Reliability | 17. Mystery shoppers refer to the use of _____. Your Answer:| undercover shoppers | 18. Customers often view a service as fairly homogeneous, caring less about the provider than the price. Service marketers must therefore _____ their services. Your Answer:| differentiate | 19. Marriott is setting up hotel rooms for high-tech travelers who need accommodations that will support computers, fax machines, and e-mail.These are examples of _____ service features. Your Answer:| secondary | 20. _____ extensions often require sub-branding strategies where the corporate name is combined with an individual brand name or modifier. Your Answer:| Vertical | 21. Servi ces such as installations, staff training, maintenance, and repair services and financing are called _____ services. Your Answer:| facilitating | 22. Ritz-Carlton Hotels' legendary service is an example of which one of the following distinct characteristic of service? Your Answer:| Intangibility | Short Questions: 1.What are the five categories of offerings in the product-service mix? Ans:- 1. Pure tangible good – the offering consists primarily of a tangible good, no services accompany the product. 2. Tangible good with accompanying services – the offering consists of a tangible good accompanied by one or more services. 3. Hybrid – the offering consists of equal parts of goods and services. 4. Major service with accompanying minor goods and services – the offering consists of a major service along with additional services or supporting goods. 5. Pure service – the offering consists primarily of a service. . What are the five determinants of servic e quality in order of importance? Ans:- 1. Reliability – the ability to perform the promised service dependably and accurately. 2. Responsiveness – the willingness to help customers and to provide prompt service. 3. Assurance – the knowledge and courtesy of employees and their ability to convey trust and confidence. 4. Empathy – the provision of caring, individualized attention to customers. 5. Tangibles – the appearance of physical facilities, equipment, personnel, and communication materials. 3.Holistic marketing for services requires external, internal, and interactive marketing. Define these terms. Ans:-   External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well. Interactive marketing describes the employees' skill in serving the client. Clients judge service not only by its technical quality (e. g. , was the surgery successful? ) but also by its functional quality (e. g. , did the surgeon show concern and inspire confidence? ).

The importance of time management

There are many reasons to have time management and organization in your office; they both can lead to failure of you or your business, and or your team etc. If you don’t have time management then you will not have the time to ensure you complete the tasks that need to be done and when they are suppose to be done, even worse ensuring that the ones that work under you will not complete what they need to complete. Ensuring that you stick to a tight schedule and pushing through to the final completion is what you need to do to accomplish the job.Time management is important in ensuring that all missions are accomplished proficiently and in a timely manner. When you can maintain your time management you show your leadership ability to accomplish the jobs. When you use time management to accomplish your tasking, this will give you more time to ensure that you can work on your organization. Ensuring that your office stays organized and clean is to ensure that at any given time you ca n find a form or any information you may need at any time.You need to ensure that you have the space to complete paper work and to ensure you are keeping paper work separated so you don’t lose where your place of work. When you complete your task it is very important to file the completed work to ensure that you keep the work together and don’t lose the information you have already to complete. This helps to ensure that you keep your work together and complete. When you ensure the organization you are normally more proficient. This allows you to work better and faster.When you work time management and office organization you become a more proficient as a leader, employee or as a boss. They work together to ensure success of your career if you take your time and put emplace the program. It’s your career take a hold of it and do what you have to do to ensure success. The 4 components of Office Organization, Filing system- Having a great hard copy filing system is a must, since at any given time a computer could crash, get a virus or just about anything else.A lot of businesses use share drives which load all or the files, work,  pictures and meeting schedules to where everyone involved can look at them, and these can all become corrupt as well. But if you keep hard copies of all your work no matter if the computer system crashes you always can do your research. For example I load drivers packets onto the share drive for the Army so when new soldiers need to be trained they can print off their paperwork needed, but when they come to me I as well keep their file in my filing system, so if they lose their license or move to a new post they can take their entire packet with them showing their training.I also keep all of the tests and files needed on hand in my filing system so that I can copy at any time. This ensures that I will always have my past and future training for all soldiers in my company past and present. Pitch method- This is my p ersonal favorite since it lowers the amount of paper useless information leaving from my desk. This is important so that information that is needed is used and the not needed is trash.It limits what we have to act on; it leaves us with future information as needed and things that need to be acted upon at this very moment. This here ensures that we have the best information for the school, public or the students at the present time. Office flow- Ensuring the flow of the office is very important to anyone and all of us to ensure we get the best results of our time being used. Ensuring you have the best conditions for you in your office so that your comfortable while you work is important to accomplishing the best work you can.Computers- Computers can make almost everyone’s job easier. As a mechanic they have the test equipment that brings up the diagnostic readings that can limit what is wrong with the vehicle. The computer can be organized and set up however that is convenient for you or to give a presentation, or for anyone to use. It can make your job easier. You can ensure proper order while using power point for presentations if you have to give more than one at time.

Mahavellis belief of human nature Essay Example | Topics and Well Written Essays - 1000 words

Mahavellis belief of human nature - Essay Example e writing on the subject of the dos and don’ts of a prince in governing a state, he questions the traditional moral values and Christian virtues that propound the philosophy of truth and honesty. On the contrary he elaborates on the advantages of being manipulative and opportunistic (Mostafa). He argues that it is not for the prince to follow the path of absolute truth and morality as he believes them to create problems in maintaining law and order within the state and the people. He further justifies the trait of hypocrisy as essential in sustaining political career. In other words Machiavelli eulogizes those aspects that Christianity condemns for being lowly and disgraceful. Machiavelli with all his radical statements is often placed against Plato who too dictated the rules of a welfare state but on completely different ideological conditions (Blanchard). It might be said that Machiavelli represents the Renaissance spirit of man as the independent soul aspiring to scale great heights of fame and power. Though his thoughts on the free will of man are appreciated but his idea of weighing everything including humanity and morality in terms of profitable return is criticized (Blanchard). However it becomes evident that Machiavelli shows no regard for humanity and draws a clear cut difference between the ruler and the subjects with the former having all his sympathies. That he was no philanthropist is obvious from his snide remarks on the character of all commonplace mortals. His aversion for humankind shows in his conceptualization of the welfare state and the attributes of the leader, the prince. Had he been a little more sensitive and compassionate he might have noticed the ruthlessness of his ideas and his own pre-conditioned mind set. Unlike the fundamental Christian concept that human being is essentially good, Machiavelli thinks that most human beings are essentially vile. In this respect he does not spare Christ whom he considers a foreigner with the

What are the most important managerial methods Essay

What are the most important managerial methods - Essay Example This is because; he might act as an organiser or planner to reduce employee conflicts and to invent varied types of products to fascinate customer’s attractions. As a result of which, the profit margin and demand of the organization might be retained for longer period of time among other rival players (Watson, 2001, pp. 221-235). This essay is divided into five phrases mainly highlighting the importance and essentiality of a leader within an organization. Along with this, the various roles and managerial techniques are discussed vividly in this essay. Apart from this, through effective analysis the most essential managerial methods are evaluated. Moreover, the essay also includes a brief conclusion at the end. In this age, every entrepreneur or manager needs to be extremely intelligent and tactful. Otherwise, he may not be able to tackle the unknown situational challenges in an effective way among other rival players. As a result the supremacy and position of the organization may not be enhanced in the market that may affect its productivity to a significant extent. Therefore, it is extremely essential for the manager to analyse the pitfalls of the situation with the help of extensive planning and discussions with the employees. With the help of which, varied types of innovative ideas and information might be attained that may prove effective for the organization in enhancing its portfolio and reputation. Along with this, implementation of such types of inventive ideas might help the organization in amplifying its productivity thereby boosting its image and value among other existing rival players. Apart from this, with the help of proper scheduling of ideas, the employees might also attain the opportunity to communicate their desires and facts to the manager. After knowing their inner desires, the manager might act accordingly so that their wishes might get fulfilled. Due to the fulfilment of the inner dreams, the morale and confidence of the employees

Evaluate the potential effects of the Recession on Property Management Essay

Evaluate the potential effects of the Recession on Property Management Companies and Estate Agents - Essay Example First if the consumers are confident enough about the future of an economy, they will buy more. So production will increase in order to satisfy the excess demand. If the investors have faith that the trend will prolong, they will be investing more and more in the market leading to an upward rising stock market. All these combinations will lead to an upward spiral causing an expansion of the economy. But any booming economy is destined to fall. If the consumers are not confident enough, they will demand less, leading to a lower production. As the production level falls, the investors will be apprehensive about the market leading to a lower investment and a crash in the market. Compared to other industries/sectors the impact of recession over property management is different. It not only affects the companies or agencies related to this business but also impacts other financial organizations that are associated with it. The real estate economy is a huge part which is integrated with the general business economy. Like all other sectors of the business economy, this sector also gets impacted by the recession. If there is any downturn in the general business economy, people will not invest in the properties and real estates. When people can not purchase house, there will be an increase on the demand for rented houses. The property management companies and the estate agents can help in these cases. The companies related to operation of property have diverse work to do. They range from rent collection to maintenances, payment of taxes to providing utilities and insurances. But property management does not always mean managing of real estate properties. They may also be responsible for managing capitalized assets. Estate agents are people or businesses who are related to selling and providing rents of the homes, lands and buildings. They are mainly related to the

How does globalization affect cultural imperialism and communities in Research Paper

How does globalization affect cultural imperialism and communities in regard to immigration - Research Paper Example Arguably, western powers have continued to extend their grip all over the world politically, economically and culturally. Labor is very important in our lives as it assures individual survival and the life of species (Arendt 8). This paper presents a very thoughtful discussion on how globalization affects cultural imperialism and communities concerning immigration. The first section provides the negative and positive aspects of cultural imperialism resulting from globalization, and the second part explains whether cultural imperialism has a positive or negative effect on communities of citizens and immigrants. With the increasing globalization and creation of global cities, may people shift to the cities; therefore, population change seen in these cities is as a result of globalization (Martinez-Fernandez et al 214). Arguably, the process of globalization was promoted by the expansion of the humanitarian system since the end of the Cold War (Barnett 723), and with the ongoing globali zation, the major aim of this process is to bring in cultural uniformity all over the world, and leaving no space for diversities. Globalization focuses on imposing American culture and way of life to accepted or embraced throughout the world. Globalization interferes with cultural imperialism and various communities as well as individuals’ lifestyles. Many people are afraid that the spread of globalization leads to the homogenizing different societies across the globe. Globalization entails accepting American culture as the dominant one, for instance, American multinationals such as Coca-Coca and McDonald are some of the most powerful corporations that have spread globally and influenced global consumer culture. These corporations have exerted a strong influence on local character and lifestyle. Arguably, American values have been embraced in various parts of the world, that is, their Hollywood movies, food, clothing, and many more, and this can be described as cultural impe rialism. More so, the spread of globalization through global media and multinational dispensations has promoted the erosion of local cultures and traditions, and this has greatly interfered with individual’s cultural identity. It is in the interest of the United States to encourage the development of a world where their economic and political interests would prevail, a common language is English, and the common values are developed to be in line with the values which Americans are comfortable with. Creating a global culture entails the promotion of a particular lifestyle, and globalization has strengthened the dominance of the world capitalism leading to elimination of local cultures and traditions through a global culture. Arguably, globalization brings about a homogenized global culture and the native cultures eroded, and this global culture leans heavily towards the West; therefore, from a cultural perspective, the process of globalization is largely the spread of American ization. Furthermore, today, we live in a consumers’ society where labor and consumptions is part and parcel of our lives (Arendt 126), and so, globalization has enabled the distribution of high tech machines to various places worldwide so as to make labor and work activities easier,

Avatar Essay Example | Topics and Well Written Essays - 750 words

Avatar - Essay Example It is a beautiful story set in the future and teaches people how to take care of resources and minerals while there is still time to do so. The film has been widely acclaimed by most of the world and is also one of the all time best sellers in the box office. Bill Gibron of Film Critic writes, â€Å"At first, Avatar is a bit disconcerting. The lush landscapes, the primeval forests bursting with alien life, the gorgeously lithe Na’vi and their graceful yet strong athletic movements — it’s impossible not to marvel at the creative process involved here.† The movie has taken almost two decades to get out there and has been regarded as wholesome with delicate touches by this particular critic. However, the script has several cheesy dialogues which are predictable and most people think that the silence and music in the movie is what really captivates the audience. The dialogues on the other hand could have been ignored. The performances are extremely solid and within the context. Gibron states that Saldana acted better than even Worthington or Lang in a very stunning manner indeed. On the other hand, another critic from Portland Media Centre writes that the movie was a painful treatise of racism where a white man tries to claim ownership over the last remains of the planet. It talks about acceptance of Jake into the Na’vi society as he wins over even their blood in the end by completely converting into a species of the other form, so that he may win over his lady love, Neytiri. In popular culture this was not accepted by a lot of people and it took over the impressive effects that the movie had to offer. This is because most people understood that one cannot simply give up on their identity in order to grasp another one and at the same time, it is not possible for someone to intrude into another’s society and take over what belongs to them. Thus, this critic has provided the audience with a very sharp take on the film by

The Cold War and U.S Diplomacy Research Paper Example | Topics and Well Written Essays - 1000 words

The Cold War and U.S Diplomacy - Research Paper Example The Soviet Union created the Eastern Bloc which comprised of the eastern European countries. The US aided the western European countries for post war recovery and later formed NATO to contain communism. The two powers never had direct military action, but the period contained sets of high tension crisis and race for supremacy. Different doctrines were followed over time to contain spread of communism. The 1979 Soviet invasion of Afghanistan led to worst patch of relationship between the two. Strait of Hormuz forms a bottleneck at the Persian Gulf, therefore, a strategic position to control the oil flow from the region (Rodrigue, 2004). The Afghanistan invasion brought Soviet Union in close proximity to the Strait of Hormuz, which could have been accessed through invasion of Iran. Soviet actions posed threat to the stability of the entire region. US along with other countries were dependant on the oil for functioning of their economies. The supply was also crucial for the military to maintain its operational capabilities. Saudi Arabia, therefore, was assured of security by US from communist adversaries. Iran was a key ally in the region to guard against spread of communism. Iran and Saudi Arabia were given aid to counter Soviet Union and ensure stability in the region. The Iranian revolution in 1979 complicated the situation; therefore, a new doctrine had to be formulated. The exclusion of Iran demanded a doctrine to present suitable threat to guard against spread of Soviets in the region and to find reliable replacement for supply of oil to US. President Carter’s doctrine was a paradigm shift from previous doctrines of President Truman, Eisenhower and Nixon. It was aimed to make clear the importance of the Persian Gulf as key vital interest. The doctrine made clear that any effort by hostile power to block the flow of oil from the Persian Gulf would be considered an attack on US vital interest and would be dealt with military force. It was a direct warni ng to the Soviet Union to stay out of the region (Stork, 1980). The doctrine also demanded close cooperation of surrounding countries in the region to support against this security threat. Implementation Rapid Deployment Force The US did not have significant military presence in the region at the time of Soviet invasion of Afghanistan. The US was dependant mainly on the NATO, which were conventional strategic forces and needed time to start its operation. President Carter formed Rapid Deployment Force, which was aimed to respond to international crisis immediately. The force consisted of five Army divisions and was stationed near the Persian Gulf. Elements of all four arms i.e. Army, Air Force, Navy and Marine were incorporated in the organization of the force. The major aim was to create deterrence for the Soviet Union against possible intervention in the region and to ensure continuation of the oil flow from the Persian Gulf (Noel, 2006). The force was mobile and did not require f orward military bases as compared to NATO deployment. Nuclear Policy Nuclear weapons were used as deterrence as well but its policy kept changing over time. The Carter Administration outlined the US policy for use of nuclear weapons. The new policy stressed that US must remain prepared to fight a protracted nuclear war (Siracusa & Coleman, 2001). Nuclear deterrence was used before Carter, but its new policy was aimed at backing

Analyze Essay Example | Topics and Well Written Essays - 250 words - 1

Analyze - Essay Example This is because in spite of creating employment and creation of an alternative source of energy, it results to increased levels of environmental pollution. The article focuses on given the basis of the rules that have been laid down by EPA to regulate the negative impacts of fracking. Some of the most interesting statistics from the article include the gas production industry which emits 40 percent of the methane; the rules formulated will reduce the emission of harmful by nearly 95 percent (Weinhold, 2012). Furthermore, natural gas mining is done in 33 states and this number will increase (Weinhold, 2012). The most common sources that have been used in the article are reports by EPA, EIA (Energy Information Association) and GAO (Government of America). The article highlights the negative impacts of fracking. Environmental Protection Agency that is abbreviated as EPA stated that they were concerned about the high levels of pollution resulting from unsupervised fracking locations. As a result, EPA came up with rules and regulations to monitor these sites (Weinhold, 2012). The article highlights that pollutant emitted during this process can result to health complications such as cancer and heart diseases. This issue interests me since I am a devoted environmental conservationist and I am concerned about the conservation of the

Of Mice And Men Language Essay Example for Free

Of Mice And Men Language Essay The importance of this passage, which introduces the closing section of the novel, is that it refers to what has happened earlier in the story and what is about to happen. It represents symbolically the characters, events and ideas of the story so far and prefigures the final tragedy. The setting is the same as at the beginning of the novel, a clearing on the banks by the deep green pool of the Salinas River. In the first paragraph Steinbeck conveys once more, now briefly, the beauty of the natural scene, the paradise from which mankind has been cast out. Now however the circumstances are very different and returning to the same setting suggests a circular movement of events, getting nowhere, but also as a downward spiral. Lennie is in trouble again and more seriously than ever before he has killed Curleys wife. The dream he and George shared is already dead. There is a disturbance to the scene, a far rush of wind and a scattering of leaves, the only sounds breaking the silence. The rivers surface is briefly disturbed, but as quickly as it had come, the wind died and the clearing was quiet again. By this Steinbeck reminds us of the smallness and insignificance of the events of the novel. They will quickly pass and be forgotten. A water snake glided swiftly up the pool, this represents Lennie, twisting its periscope head from side to side. Lennies vision is limited by his dull wits and he doesnt foresee the fate towards which he is blundering. A heron waiting in the shallows seizes the little snake by the head and swallows it while its tail waved frantically. Lennies size and strength are insignificant, uselessly matched against much larger forces, such as the society he lives in. This reflects another theme of the novel: the powerful dominate and prey upon the weak. This is the situation of the migrant labourers, who own nothing but their ability to work, in relation to the Boss who has wealth and land and who exploits his labourers. It is reflected too in the pecking order on the ranch: the weak ones Lennie, Crooks and Candy are at the mercy of the strong. Crooks dominates Lennie and Curleys wife dominates Crooks. Carlson, with Slims consent, dispatches Candys dog. Curly is ever present attempting to dominate everyone, except Slim, by physical violence and through his relation to his father. When Lennie appears out of the brush the heron flies off and a second little snake, representing George, finds refuge from the heron in the reeds. This signifies that George is clever enough to stay out of trouble, including that brought on by Lennie. Lennie has come to the river bank because George told him to meet him there if he got into trouble. This was in the opening section of the novel, where Steinbeck compared Lennie to a bear: he walked heavily, dragging his feet a little, the way a bear drags his paws. This suggests clumsiness, but now it is the bears stealth that he refers to: Lennie comes as silently as a creeping bear moves. He is directed now by his instinct, not just following George. The repeated bear simile reminds the reader again of the circular movement of the story; but Lennies soundless entry also makes us think of him as a spirit, anticipating his death. The passage reflects a number of ideas in the novel: the beauty of nature and the ugliness of human nature; the insignificance of human affairs; the futility of human effort and the fragility of dreams. The predatory nature of human existence, a major theme in the novel is represented symbolically in the action of the heron, reminding the reader of various episodes earlier in the story. The characters of George and Lennie are illustrated in the different fates of the two little snakes. Lennies death is prefigured in that of the first water snake, also in his spirit-like appearance on the scene. In this way Steinbeck sets the scene at the river bank in context. The reader sees the hopelessness of Lennie and Georges situation, their powerlessness in the circumstances they find themselves in and foresees the tragic end.

Digestive System of a Pig

Digestive System of a Pig Learning objectives: After you have studied this chapter, you should: Get a fundamental understanding of the porcine digestive tract Describe the essential digestive processes Understand the role of the digestive organs in digestion and absorption 1. Introduction (HNL/MSH) 2. Anatomy of the digestive system (HNL) The anatomy the porcine digestive tract has been described and illustrated in detail by others (e.g. Sisson, 1975, Moran, 1982)[1] and will only be briefly described in the current chapter. The digestive system of the pig is fundamentally similar to all other monogastric mammals, but the evolutionary development in size and digestive capacity reflects greatly the habitual diet. Pigs are true omnivores but with a large fraction of the diet coming from plant material. As such they have a great capacity to digest enzyme degradable carbohydrates in the upper part of the gastrointestinal tract, and a well-developed ecosystem in the large intestine to partly ferment and utilize fibrous material. 2.1 Mouth and salivary glands The pig is born with 8 deciduous teeth increasing to 32 with age. The complete set of permanent teeth consists of 44 teeth with 3 pairs of incisors, 1 pair of canines, 4 pair of premolars, and 3 pair of molars, which are usually not fully acquired until 18 months of age[2]. The oral cavity is lined with a simple stratified squamous epithelium, and saliva is mainly secreted from 3 large glands; the parotid glands, the mandibular glands, and the sublingual glands. Major ducts from the parotid and mandibular glands transport saliva to the oral cavity, while the sublingual glands have multiple openings beneath the tongue. In addition, a number of small glands with a number of excretory ducts are present in the mouth.[3] After leaving the mouth, food enters the pharynx and oesophagus. The pharynx is long and narrow. The esophagus is short and covered with stratified squamous epithelium. Beneath the epithelium, a number of submucosal glands are located. Their function is to secrete mucin a nd bicarbonate, to neutralize luminal acid and protect the epithelium[4]. 2.2 The stomach The stomach of the pigs consists of a simple compartment that is divided into 4 functionally and structurally different regions. The pars oesophagea is a non-glandular extension of the esophagus into the proper stomach. Ulceration ulcerous autodigestion of the cutaneous mucosa of the pars esophagea is a common phenomenon in swine production and develops from a complex interaction of dietary particle size, gastric fluidity, dietary carbohydrate content, presence of gastric organisms, and environmental stress factors. Next to the pars oesophagea is the glandular cardia, which in contrast to most other species is very large and occupies approximately one third of the stomach luminal surface. The fundic, or proper gastric, region is located between the cardiac and pyloric region. All three contain secretory glands located in so-called à ¢Ã¢â€š ¬Ã‹Å"gastric pits. Structurally, they are similar, but they contain different cell types. The major surface of the stomach and lining of the pits are covered with surface mucous cells, that produce thick, tenacious mucus to protect the epithelium against injure from acid and grinding activity. The gastric pits of the fundic mucosa contain HCl-producing parietal cells that are clustered in the neck of the gland. Distributed between these cells are mucous neck cells that produce thin mucus and proteases. As the only cells of the stomach lining, mucous neck cells divide and migrate either down into the gland or up into the pits and differentiate into any of the mature cell types. Pepsinogen-producing chief cells are located at the base of the fundic glands. In addition, the fundic mucosa also contain endocrine/paracrine somatostatin producing D cells, seretonin producing EC cells, and histamine producing histamine-immunoreactive cells and mast cells (lamina propria) The cardiac glands have mucous cells that produce mucus, proteases and gastric lipase. The pyloric glands contain gastrin producing G-cells and somatostatin producing D-cells, but the dominating cells are the mucous cells. They do contain mucous neck cells that produce mucus and proteases and zymogen producing chief cells but have no parietal cells. [5] 2.2.1 Size and capacity of the stomach In suckling pigs the pars esophagea, cardic, fundic and pyloric regions represents about 6, 30, 44 and 20 % of the total mucosal area, respectively, while on weight basis the cardia represents only 20 % but the fundic region 56 % of total mucosa weight. The weight of the stomach represents 0.5-0.8 % of body weight in suckling pigs and between 1-1.3 % in growing pigs. In adult pigs the stomach accounts for approximately 0.6 % of total body weight. The capacity range from 0.03 l in the new born to approximately 3.5 l in slaughter pigs, and 5 l in adults, while under pressure the capacity under increases to 8 and 12 l for slaughter and adult pigs, respectively. A number of studies have shown that the bulk of the diet can influence the subsequent capacity of the stomach. [6] 2.3 The pancreas[7] The pancreas is located in proximal duodenum. The body of the pancreas separates in the two lobes with the center surrounding the portal vein. A single pancreatic duct leaves the right lobe and enters the duodenum on a minor palpilla 12-20 cm distal to and separate from the bile duct entry, 20-25 cm from the pylorus.[8] The pancreas is a mixed endocrine and exocrine organ. The exocrine pancreas consists of the acinar cells and the duct system, representing more than 95 % of the pancreas fresh weight. The acinar cells produce and store pancreatic enzymes and inactive zymogens, and when stimulated release them into the duct system for transport to the duodenum. Water, bicarbonate and other electrolytes of pancreatic juice are produced in centroacinar cells and cells of the intercalary and intralobular ducts. The endocrine part of the pancreas is restricted to the islets of Langerhans. The islet are distributed throughout the acinar exocrine tissue and contain glucagon producing, alpha cells (15-20% of total islet cells), insulin and amylin producing beta cells (65-80%) , somatostatin producing delta cells(3-10%), pancreatic polypeptide producing PP cells (3-5%), and possibly also ghrelin producing epsilon cells ( 2.4 The liver and gallbladder The porcine liver is divided into 4 principal lobes along with a small quadrate lobe and a caudate process. The lobes, which are the functional units, are surrounded by fine connective tissue. The lobules consist of plates of hepatocytes interdigitated with hepatic sinoids, arranged radially around a central vein. Kupffer cells, which are specialized macrophages, along with endothelial cell line portions of the hepatic sinoids form part of the reticuloendothelial system. Located in the peripheral interlobular connective tissue is the portal triad; the hepatic portal vein, a hepatic artery and an interlobular bile duct, but additionally also lymphatic vessels[10]. Afferent blood from the portal vein and hepatic artery flows centrally in the hepatic siniods. Bile produced by the hepatocytes drains into bile canaliculi formed by hepatocytes and then through ducts of Hering to the interlobular bile ducts in the portal triad. The interlobular bile ducts merge into larger intrahepatic duct s, which become the extrahepatic biliary system. This includes the hepatic bile duct, which divides into a cystic duct connected to the gallbladder, and a common bile duct connecting to the duodenum. The bile duct enters the duodenum on a major palpilla located 2-5 cm from the stomach pylorus. 2.5 The small intestine The small intestine comprise of the duodenum (4-4.5%), jejunum (88-91 %) and ileum (4-5 %). The proportion of duodenum in the neonate is similar to that of the adult, whereas differentiation between jejunum and ileum is not clear. Although there are distinctive morphological feature, the duodenum, jejunum and ileum share a lot of common features. The small intestine consist of 4 major layers; The serosa, the muscularis, the submucosa and the mucosa. The serosa is the outermost layer of the intestinal wall. It has a squamous epithelium forming the mesentery that contains connective tissue, large blood vessels and nerves. The muscular layer contains two types of muscle fibres; an outer layer of longitudal muscles and an inner layer of circular muscles, that are involved in gastrointestinal motility. The submucosa is a layer of connective tissue holding together the large blood and lymphatic vessels and neural complexes. The mucosa consists of 3 sublayers; the muscularis mucosa, the lamina propria and the epithelium. The muscularis mucosa consists of a longitudinal inner muscle and an outer muscle encircling the intestine and produce transient intestinal folds. The lamina propria consists of blood vessels, free lymphocytes and lymph nodes called Peyers patches, and neurons held together by connective tissue. It supports the stru cture and nourishes the epithelial layer. The epithelial layer consists of a single layer of epithelial cells. They cover the whole luminal surface of the intestine, which is severely folded by the formation of fingerlike projections called villi, and at the base of these Crypts of Lieberkuhn, that are moat-like invaginations. There are 3 types of epithelial cells on the villus surface: absorptive cells, goblet cells and enteroendocrine cells[11]. They all originate from stem cells located near the base of the crypts. The entocytes migrate from the base to the tip of the villi and during migration, the enterocytes maturate. The digestive function (enzyme activity) begins as the enterocytes migrates over the basal third of the villi. The absorptive function starts to develop as they reach the upper to midlevel and continues to increase until they reach the top of the villi, where they are shed into the lumen. Hence, enterocytes at the surface of the villi are continuously renewed. Goblet cells are secreting viscous mucus, and are interspersed among the enterocytes. Goblet cells increase in number from the proximal jejunum to the distal ileum. The formation of villi increases the mucosal surface by 10-14 fold compared to a flat surface of equal size. Furthermore, the cell-surface of the enterocytes facing the lumen has an apical membrane forming microvilli (brush-border) that further enhances absorptive surface 14-40 fold. The microvilli have important digestive enzymes and other proteins attached. They extent into a jelly-like layer of glycoprotein known as the glycocalyx that covers the apical membrane. The remaining part of the enterocyte plasma membrane is called the basolateral membrane, referring to the base and side of the cell. The length of villi increases from the duodenum to the mid-jejunum and then decreases again towards the terminal ileum. This reflects the various functions of the different segments of the small intestine. Crypts also vary in size and composition along the intestine. They are deepest in the proximal small intestine (duodenum and jejunum) and shorter distally in the ileum. Paneth cells are located at adjacent to stem cells at the base of the crypts[12]. Their exact function is unknown but due to the presence of lysozymes and defensins they most likely contribute to maintenance of the gastrointestinal barrier. While the duodenum is the site where digesta leaving the stomach is mixed with secretions from the intestine, liver and pancreas, the jejunum is the main site of absorption. Brunner glands, which are located in the submucosa on the part above the sphincter of Oddi[13], produce bicarbonate containing alkaline secretion, which protect the duodenum from the acidic content of chyme, provide an alkaline condition for the intestinal enzymes and lubricate the intestinal walls. 2.5.1 Size and capacity of the small intestine At birth the small intestine is about 2 m long and has a capacity of 72 ml. At weaning it has more than tripled its length (6.6 m) and has a 9-fold as high capacity (660 ml). The small intestine of fully grown pigs is 16-21 m, weighs 2-2.5 kg and has a capacity of about 20 l. While the small intestine accounts for approximately 4-5 % during the suckling period, it decreases to 1.5 % when reaching slaughter weight. 2.6 The large intestine The pig has a relatively short caecum and a long colon, consisting of an ascending, transverse and descending colon.[14] The caecum is a cylindrical blind sac located at the proximal end of the colon. The cecum, the ascending and transverse colon and the proximal portion of the descending colon are arranged in a series of centrifugal and centripetal coils known as the spiral colon. The caecum and proximal part of the spiral colon has longitudinal muscular bands resulting in a series pouches (haustra)[15]. The rectum is embedded in fat and is dilated to form ampulla recti just before ending at the anus. The mucosa of the large intestine has no villi, but columnar epithelial cells with microvilli formed into straight tubular crypts. Numerous goblet cells secreting sulphated carbohydrate-protein complex intersperse the columnar cells to lubricate the colon. The rectum has a simple structure with columnar cells and only few goblet cells. 2.6.1 Size and capacity of the large intestine During the suckling period the large intestine is small; From a weight of 10 g and a length of 0.8 m and with a capacity of 40 ml at birth to 36 g, 1.2 m and a capacity of 100 ml at 20 d of age. This corresponds approximately to 1.2 % of body weight. After weaning and during the growing period it grows dramatically (2-2.5 % of body weight) and increases its weight to 1.3 kg and length to 5 m at 100 kg with a capacity of approximately 10 l. Adult pigs have a large intestine weighing about 2.8 kg, a length of 7.5 m and a capacity of 25 l. 3. Function of the digestive organs 3.1 Salivary secretion (HNL) Saliva contains a mixture of water (99 %), inorganic salts, mucins, a-amylase. In addition, to serve some protection against diseases, it also contains lysozyme, which breaks down the polysaccharide walls of many kinds of bacteria and immunoglobulin A, which play a critical role in mucosal immunity. Saliva moistens the food, lubricates the esophagus, and initiates the digestion of starch. However, the activity of salivary a-amylase is low, and although secreted in the oral cavity, starch digestion is not believed to be of quantitative importance here, as the time spent in the mouth is too short. Some digestion may on the other hand take place in the proximal part of the stomach prior to acidification with gastric juice. [16] The volume and duration of salivary secretion varies in response to external cognitive or sensory stimuli (cephalic stimulation) and physical and/or chemical stimulation in the mouth. Volume and total activity increases with increased feeding level. However as th e ratio of total salivary amylase to total pancreatic amylase is only about 1:250,000 in the postprandial phase[17] (0-5 h after feeding), salivary a-amylase may be considered insignificant from a quantitative point of view. 3.2 Gastric secretion (MSH) Gastric juice is a clear and slightly viscous fluid. The major constituents in gastric juice are shown in Table 1. Triglyceride digestion HCl is secreted by the parietal cells. However, HCl is not produced within the parietal cell because it would destroy the cell. Both H+ and Cl- are independently transported from the parietal cell into the stomach lumen. Hydrogen ions are generated from the dissociation of carbonic acid that is produced by the enzyme carbonic anhydrase acting upon CO2 and H2O. H+ is then transported to the stomach lumen though a proton pump (H+/K+-ATPase). As hydrogen ions are secreted bicarbonate anions accumulate in the cell. To counterbalance this accumulation HCO3- is exchanged for Cl- at the basolateral membrane. The K+ cations that accumulate within the cells are released back into the lumen in combination with Cl- anions. HCl plays two important roles in gastric juice. Firstly, it facilitates the protein digestion. HCl denaturates dietary protein, which results in exposure of peptide bonds to proteolytic enzymes. In addition, HCl activates pepsinogen to pepsin and provides a medium of low pH that ensures the optimal activity of the enzyme. Secondly, the low pH provides a non-specific defence mechanism because it inhibits microorganisms from proliferating in the gastric lumen and cause damage to the gastrointestinal tract. Four types of proteases have been found in the gastric juice of pigs (Table 1). They are all secreted as inactive zymogens (proenzymes that are activated in the lumen) to avoid self-digestion of the cells. The zymogens are activated in the lumen at an acidic pH below 5 or by active pepsin A. Pepsin A is the predominant gastric protease in adult pigs followed by gastricsin. They have strong proteolytic activity at pH 2-3. Pepsin digests approximately 10-15% of dietary protein before it is inactivated in the small intestine[18]. In suckling piglets, chymosin is the predominant protease. It has potent milk clotting activity at pH around 6. Milk clotting is important in suckling animals: it prolongs the passage time of milk along the gastrointestinal tract and enables the thorough digestion and absorption of milk nutrients. Apart from pepsinogen, the chief cells of the cardiac region of the pig stomach also secrete minor amounts of gastric lipase. This enzyme hydrolyses medium- and long-chain triglycerides and plays a role in the hydrolysis of triglycerides in the stomach of the young pig. A layer of protecting mucus covers the mucosal surface of the stomach. This layer protects the stomach epithelium from the acid conditions and grinding activity present in the lumen. Mucin secreted by the mucous neck cells of the gastric glands constitutes a major component of the viscous mucus layer. 3.2.1 Regulation of gastric secretion Gastric acid secretion is regulated by gastrin, histamine, and acetylcholine that stimulates while somatostatin inhibits acid secretion. Gastrin is produced by G cells in the antral mucosa. The production and release of gastrin is stimulated by food compounds mainly small peptides and amino acids and by nervous reflexes activated by gastric distension when food enters the stomach. Gastrin is secreted into the blood stream and acts on the parietal cells via a G receptor. Histamine is an amplifying substance in acid secretion. Histamine is produced by local mast cells and enterochromaffin-like cells and acts on parietal cells in a paracrine fashion. Acetylcholine is a neural transmitter produced by cholinergic neuraon. Acetylcholine is released as response to activation of stretch receptors[19]. The secretion of hydrochloric acid is most efficient when all three regulators are present. Gastric acid secretion is controlled by a feed back mechanism. When pH is 3 or below[20] acid secretion diminishes and gastrin release is blocked. The acidity prevents amines from diffusing into G cells and activate hormone secretion. Fur thermore, acid in the lumen causes D cells to release somatostatin. Somatostatin inhibits the parietal cells from secreting acid and G cells from releasing gastrin. The regulatory mechanisms that control pepsinogen secretion are much less researched but it is generally believed that the pepsinogen secretion is under same regulatory influences as acid secretion. The gastric secretory activity can be divided into three phases: cephalic, gastric, and intestinal. The anticipation of food stimulates gastric acid secretion. This is controlled by the central nervous system and is called the cephalic phase. The cephalic phase lasts for minutes and prepares the stomach for the entry of food. The gastric phase begins when food enters the stomach. It lasts for hours and accounts for two thirds of the gastric secretions. During the gastric phase acid and pepsinogen secretion is increased. When digesta enters the duodenum the intestinal phase initiates. This phase functions to decrease gastric motility and to reduce the secretion of gastric acid and pepsinogen. The intestinal phase lasts for hours. 3.3 Pancreatic exocrine secretion (MSH) The primary function of the exocrine pancreas is 1) to provide digestive enzymes for the digestion of the major nutrients and 2) to neutralize the acidic chyme entering the duodenum from the stomach to allow the pancreatic enzymes to function. The pancreatic juice is a clear, colourless liquid that contains salts, bicarbonate, and enzymes. The acini, the functional part of the exocrine pancreas, are composed of acinar cells, that synthesize and secrete the digestive enzymes and ductal cells where fluids and electrolytes originate from. The main regulatory pathways that control exocrine pancreatic secretion are the hormones secretin and cholesystokinin (CCK) and nervous stimulation. Acinar, centroacinar, and duct cells have receptors for secretin, CCK, and acetylcholine. When these binding sites are occupied the cells are stimulated to secrete, however, maximal secretion is observed when all receptors are occupied. Secretin is secreted by the endocrine S cells in the mucosa of the proximal small intestine. Secretin is released in response to acid or fatty acids in the duodenal lumen and it stimulates release of bicarbonate by pancreatic duct cells. CCK is released into the blood stream in response to the presence of animo acids, peptides, and fatty acids in the duodenal lumen. CCK is secreted by I cells in the proximal small intestine and it stimulates the secretion of digestive enzymes by the acinar cells. Acetylcholine, released by nerve endings near the pancreatic cells, stimulates secretion. The neurons are stimulated to release acetylcholine by impulses from the enteric nerve system or through the vagus nerve. The sight and smell of food induces vagal respo nses leading to pancreatic secretion[21]. This is the cephalic phase of pancreatic secretion analogous to the cephalic phase of gastric secretion described previously. Distension of the stomach also causes a vagovagal reflex stimulating pancreatic secretion, which is the gastric phase of pancreatic secretion. When digesta enters the duodenum it evokes a large increase in the rate of pancreatic secretion and the intestinal phase involves both endocrine as well as neuronal stimuli. The distention of the duodenum produces enteric nerve impulses that lead to the release of acetylcholine. The endocrine (hormonal) part of the intestinal phase occurs in response to the chemical stimulation, digestion products of protein and fat stimulates the release of CCK and the low pH of the digesta stimulates the release of secretin. The exocrine pancreatic secretion is controlled by a feed back mechanism. Diversion of pancreatic juice from the duodenum increases pancreatic secretion. It has been suggested that trypsin is the main component in this feed back regulation as reintroduction of pancreatic juice or infusion of trypsin but not amylase into the duodenum markedly decreased pancreatic secretion. Furthermore ingestion of raw soybeans containing trypsin inhibitor increases pancreatic secretion. There is strong evidence that this feed back regulation is linked with the release of CCK. Enterostatin, a pentapeptide released from procolipase when it is activated by trypsin in the duodenal lumen, may play a role in the feed back mechanism as well. Intraduodenal infusion of enterostatin hs been shown to inhibit pancreatic enzyme secretion. 3.3.1 a-amylase Pancreatic ÃŽÂ ±-amylase hydrolyses starch (from plant sources) and glycogen (from animal sources). Starch is composed of amylose, a linear polymer of glucose that is linked by ÃŽÂ ±-1,4 glycosidic bonds and amylopectin, a branched polymer of glucose, that contains both ÃŽÂ ±-1,4 glycosidic bonds and ÃŽÂ ±-1,6 glycosidic bonds. ÃŽÂ ±-amylase cleaves the interior ÃŽÂ ±-1,4 glycosidic bonds of starch. During the lifetime of the enzyme-substrate complex amylase hydrolyzes starch by multiple attacks through cleavage of several bonds. The major products of starch hydrolysis are maltose, isomaltose, maltotriose, sugars composed of two or three glucose units, and ÃŽÂ ±-limit dextrins, polysaccharides of 5 to 10 glucose residues containing both ÃŽÂ ±-1,4 and ÃŽÂ ±-1,6 glycosidic bonds. 3.3.2 Lipases Pancreatic juice contains three lipolytic enzymes: lipase, phospholipase A2, and carboxyl ester hydrolase, and a protein cofactor, colipase. Lipase is secreted as a fully active enzyme and is the most important enzyme in the digestion of fat. Lipase hydrolyses triglycerides the most abundant lipid in the diet and the products are free fatty acids and monoglycerides. Lipase is strongly inhibited by bile salts in the duodenum and the protein cofactor colipase is the only agent known to counteract this inhibition. Colipase is secreted as a zymogen, procolipase, which requires cleavage by trypsin to become active. Phospholipase A2 splits fatty acids from phospholipids. It is secreted as an inactive zymogen that requires activation by trypsin. Carboxyl ester hydrolase, also known as carboxyl ester lipase and cholesterol ester hydrolase, has an unusually broad substrate specificity, it hydrolyses mono-, di-, and triglycerides, cholesterol and retinol esters and lysophosphatidylglycerols. H owever, the main physiological function probably is to hydrolyse retinol and cholesterol esters. 3.3.3 proteases The major proteolytic enzymes secreted by the exocrine pancreas are listed in Table 1. All proteolytic enzymes are secreted as inactive zymogens to protect the gland from autodigestion. The activation of the proteolytic enzymes is initiated by the activation of trypsin by enterokinase, an intestinal brush-border enzyme. Trypsin then activates all other zymogens as well as trypsinogen. Trypsin is an endopeptidase meaning that it breaks proteins at internal points along the amino acid chain, it specifically cleaves peptide bonds on the carboxyl side of basic amino acids (lysine and arginine). The catalytic activity of chymotrypsin is directed towards peptide bonds involving the carboxyl groups of tyrosine, tryptophan, phenylalanine and leucine. Elastase cleaves on the carboxyl side of aliphatic amino acids (alanine, leucine, isoleucine, valine, and glycine). The carboxypeptidases are zinc-containing metalloenzymes. They are exopeptidases meaning that they remove a single amino acid from the carboxyl-terminal end of proteins and peptides. 3.3.4 Pancreatic secretion and dietary composition The enzymatic composition of the pancreatic juice has been shown to be dependent on the dietary composition. 3.4 Bile secretion (HNL) The bile has pH of 7.4-7.9 and contains bile salts, phospholipids, cholesterol (summing up to a total lipid content of 0.6-0.7 %), sodium, potassium, chloride, bicarbonate, mucus and bile pigments, of which the latter are endogenous waste products. Bilirubin is a major end product of red blood cell turnover produced by Kupffer cells and transported to hepatocytes for conjugation. The conjugated bilirubin is secreted in the bile responsible for its green/yellow colour. In the intestine conjugated bilirubin is converted by the microflora to urobilinogen, then to urobilin and stercobilin[22] and finally excreted by defaecation, giving faeces its characteristic brown colour. Some urobilinogen is reabsorbed and excreted by the kidney as urobilin, which is responsible for the yellow colour of urine. Both bile acids and phospholipids play an important role in digestive function, and the molar ratio of total phospholipid to total bile salts is 1:10.1[23]. Bile salts are conjugated bile acids, and their function is to aid emulsification and absorption of lipids. The bile acids in porcine bile are mainly conjugated with glycine but also some taurine (6.5 %). Chenodeoxycholic acid (CDCA), found in the form of 31.3 molar % glyco-CDCA and 3% taurine-CDCA is de novo synthesized from cholesterol by the hepatocytes. Hyocholic acid (HCA) in the form of 12.6 % glyco-HCA is produced by hydroxylation of CDCA. Reduction of HCA by the microflora of the intestine leads to formation of hyodeoxycholic acid (HDCA), which in bile is found as 48.2 % glyco-HDCA and 3.5 % tauro-HDCA . In contrast to humans, pig bile contains very little cholic acid(CA), found as glyco-CA (1.3 %). When excreted to the intestine conjugated bile acids are deconjugated and converted by the microflora in the distal small in testine. A majority of the bile acids are reabsorbed in the distal small intestine and transported to the liver via the portal vein. Along with de novo synthesized bile acids they are reconjugated and again excreted in bile. This phenomenon is termed entero-hepatic circulation, and is a mechanism to cope with the demand of bile acids, which by far exceeds the capacity for production. The phospholipids of porcine bile is entirely in the form of phosphatidyl choline, dominated by the 16:0-18:2 diacyl forms (59.6 %), followed by 16:0-18:1 (18.4 %) and 18:0-18:2 (15.9 %). [24] The bile secretion from the hepatocytes is constant, but bile is only released to the intestine, when needed for lipid digestion. Hence, when little or no food is present in the duodenum, the Sphincter of Oddi is closed and bile is diverted from the bile duct to the gall bladder, where the bile is concentrated. When food, particularly fat-rich food, enters the duodenum, the Spincter of Oddi is relaxed and the gall bladder contracts by a combination of neural and hormonal factors. Gut endocrine cells are stimulated to release CCK, while neurale receptors located at the Spincter of Oddi in conjuction with the intramural plexus coordinates the bile duct and bladder peristalsis. In bile duct cannulated pigs, where the Sphincter of Oddi is not controlling bile flow, the total bile flow over 24 hours has previously been measured to be 38 and 46 ml/kg in 60 and 45 kg pigs, respectively. Using re-entrant cannulation of the bile duct, which allow gallbladder storage of bile and regulation of flow by the Sphincter of Oddi, it was found that a traditional European pig diet induced a bile 24-h bile flow of 48 ml/kg, while a semi-synthetic diet based on starch, sucrose, casein, maize oil and cellulose led to a flow of 30 ml/kg. Measurement of bile flow by cannulation of the common bile duct and re-entrant cannulation of the proximal duodenum to reintroduce bile at the same rate of excretion resulted in flows of 35 ml/kg for 43 kg pigs fed a wheat-fish meal-casein diet and 59 ml/kg when a similar diet was supplemented with 40 % wheat bran. Hence, the bile flow is influence by the diet. Increasing fat content of the diet from 2 to 10 % induce a dramatic increase in bil e acid secretion along with a moderate increase in phospholipid and cholesterol output. A further increase in fat content to 20 % of the diet does not lead to further increase in bile acid flow, while phospholipid and cholesterol output continue to increase. Lipid composition also influences the bile output. While degree of saturation does not appear to influence the rate of bile acid and phospholipid secretion, the secretion of cholesterol is increased.[25] 3.5 Small intestinal digestion and absorption (MSH) 3.5.1 Digestion of carbohydrates The luminal phase of carbohydrate digestion applies only to starches and the enzyme involved is ÃŽÂ ±-amylase secreted from the pancreas. Starch hydrolysis products (maltose, isomaltose, maltotriose, and ÃŽÂ ±-limit dextrins) and dietary disaccharides (sucrose and lactose) are digested in the membranous phase by digestive enzymes that are a structural part of the intestinal surface membrane. Four different oligo

Night :: essays research papers

Night Paper Night is told by Eliezer, a Jewish teenager who lives in the town of Sighet, in Hungarian Transylvania. Eliezer studies the Torah. His study is stopped, when his teacher, Moshe the Beadle, gets deported. Few months later, Moshe returns to Siget telling a horrifying story that the Gestapo took control of his train and led everyone into the woods, where they killed everyone. Nobody believes Moshe and he is taken for a crazy lunatic. In the spring of 1944, the Nazis occupied Hungary. The Jews of Eliezer’s town are forced into small houses within their town. Soon they are put into cattle cars, and after days and nights crammed into the car, they are all exhausted and near starvation, they arrive at Birkenau, the gateway to Auschwitz. Upon their arrival, Eliezer and his father are separated from his mother and sisters, which they never see again. Eliezer and his father seem to pass the evaluation whether they should be killed or put to work, but before they are brought to the priso ners’ barracks, they stumble upon the a pit where the Nazis are burning babies. The Jewish arrivals are stripped, shaved and treated with cruelty. Later the Nazis took them from Birkenau to the main concentration camp, Auschwitz. They got to Buna, a work camp, where Eliezer is put to work in an -electrical-fittings factory. The guard forces Eliezer to give him his gold tooth, which they take out with a gold spoon. Eliezer begins to lose his faith in God. A couple moths later, Eliezer has an operation on his foot. While he is in the camp, the Nazis evacuated the camp because the Russians are charging and are close freeing Buna. In a blizzard, the prisoners are forced to run for fifty miles to the Gleiwitz concentration camp. Many died because of the horrible weather and exhaustion. The prisoners are put into cattle cars again and lead on another deadly journey, but only few lived after they reached the concentration camp, Buchenwald. Eliezer and his father survived by staying together but in Buchenwald, Eliezer’s father dies of physical abuse. Eliezer survives until the day that the American army liberates the camp. Eliezer struggles with his faith in Night. At the beginning of the book, his faith in God is very strong and when he was asked why he prays, he relpies, â€Å"Why did I live?

Brave New World7 :: Essays Papers

Brave New World7 From my readings in Aldous Huxley's Brave New World I have noticed most of the World State citizens remain in a childish state of mind all of their entire lives from playing games all day to having instant gatification from their problems. This bothers me very much because in the real world people must work for what they want. Instead the citizens of this deranged culture are taken care of for their whole lives like children. In Brave New World the citizens of the World State take soma for instant gratification from everything much like kids today smoke marijuana to get away from their problems. For example when Bernard finds out that he is being sent to Iceland he takes some soma to relieve himself from his problem. After finding out that he was being sent to Iceland, "Lenina pursuaded him to swallow four tablets of soma. Five minutes later roots and fruits were abolished; the flower of the present rosily blossomed." (104) The soma Bernard took was because he wanted his problem to go away and hoped someone other then himself would fix it. The next example of the citizens being taken care of like children, was that they were taught by hypnopedia what to think and believe and to stick by it like a stubborn child. An example of this is when Bernard wants to think on his own, which is very unsual for these people, and Lenina repeats phrases she heard during hypnopedia to get him to take some soma to get rid of those thoughts: " A gramme in time saves nine, she says blindly" and "One cubic centimetre cures ten gloomy sentiments."(89) Bernard is frustrated by her inability to think but Lenina then finally nags him to the point that he takes the soma to make her stop. By doing this Lenina proves she can't think independently like a stubborn child would try to get its way. The last example of these citizens acting much like children is that all day they play elaborate games like elevator squash and obstacle golf. You never find out if they have any real responsibilitys at all but they play games during the day. At one point Bernard bemoans Lenina's tendencies: "...wretched that she should have thought it was a perfect afternoon for obstacle golf...." (64) You must wonder how they could play this in the afternoon if they have any responsibilitys at all.

Mary-Beth Hughes Israel †Glorifying the Common Occurrence :: Mary-Beth Hughes Israel Essays

Mary-Beth Hughes' Israel – Glorifying the Common Occurrence  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Mary-Beth Hughes' short story titled "Israel" is a rich literary piece. Every detail within the story has some sort of meaning and is there for a reason. When analyzed, this story has a lot to say, however, when summarized, the storyline is rather simple. The story contains five characters, the mother, the father, their daughter, and the mother's friends, Dr. Derek Duncalf and Dr. Dan Ovita. The time period is unknown, except that it is during a time when Isralies are fighting to keep their homeland. The narration of the story is first person persona told by the daughter throughout. The setting is a house in London in which the mother is living with her daughter. The father lives in a bachelor pad just down the street. The storyline is that of a dysfunctional family in which the mother lives with her daughter, and the father has resorted to a separate house down the street. Dr. Duncalf is motivated to have a relationship with the mother, while Duncalf's friend, Dr. Ovita, is a pleasant man who is able to fix the daughter's problems by letting her come to Israel with him. The daughter communicates with her parents by mail, and in each reply her father signs it saying, "our love." The short story summarized above illustrates that life is not perfect, and people must make hard decisions in order to make their life happy, satisfying, and acceptable to them. The characters in this short story all show verisimilitude, making them major characters. Each one has his or her own personality, therefore making them round characters and not minor characters. This story, like most literature, contains more than just the details on top. Within the basic story lies oppositions, paradoxes, symbols, conflicts, complexities, ambiguities, tensions, as well as ironies; and each one contributes to what the reader can make of and associate with the story. The title of the story, "Israel," is relating to where the daughter moved to. The country of Israel is also where Dr. Ovita is from, and where he doctors the soldiers. Israel in itself represents a country that is currently fighting. They are fighting for themselves and fighting for their freedom. This associates with the story in a way that each character is doing what ever he or she has to do in order to be happy.