Reconciling Edna s Suicide And The Criticism Surrounding

Reconciling Edna’s Suicide and the Criticism Surrounding† by Mary Bird. The first essay I read was titled â€Å"Reconciling Edna’s Suicide and the Criticism Surrounding† by Mary Bird. In this essay she reveals two point of views about Edna’s death. Bird presents two thesis statements. The first thesis is â€Å"†¦awakening is one of mental clarity, and her suicide is a triumphant act. By committing suicide Edna is finally freeing herself from social constraints and possession.† The second thesis is â€Å"Edna’s awaking to be a decline into insanity.† Bird makes a connection to Edna losing her mother to the reason she acts the way she does. Bird says â€Å"Edna is still a child emotionally and continually looks for a motherly influence.† Bird makes a point that throughout the story Edna regresses back to a child all the way to the womb, or water. She is saying that this is a form of insanity and that is why she died. Bird also makes a point that Edna knows exactly what she is doing. Bird says â€Å"Edn a now makes decisions (such as moving out of the house) based on what is right for her, choices that will drastically affect her life, doing so with open eyes and a clear head.† This is one of the reason she also believes that Edna died for feminist reasons. Bird made a good point that the water was like a mother the Edna, and Edna was going back to the womb. She backs up the second thesis a little better than she does the first. I like the way she calls the water her mother. I really can understand howShow MoreRelatedA Solitary Soul By Kate Chopin1995 Words   |  8 PagesOn April 22nd, 1899, Herbert S. Stone Company published a novel written by female Author, Kate Chopin. According to Chopin’s official website published by the Kate Chopin International Society in which biographers and editors detail information of the authors life, works, and commonly asked questions, Chopin was 49 years old at the time that The Awakening was published. This novel was originally titled A Solitary Soul, but was changed just prior to publication. Though today this novel is heavily

The National Health Service ( Nhs ) - 3985 Words

Financial Dilemmas The National Health Service (NHS) was established in 1948 and has been regularly described as the envy of the world. Successive Governments have remained committed to its founding principle; universal service free at the point of use. NHS is funded through general taxation and its current budget is around  £110 billion. It is facing unprecedented and increasing pressures that threaten to overwhelm its capacity. The population is ageing and there is a significant increase in the number of people with long-term conditions; for example heart disease, diabetes and hypertension. Expensive new treatments, new medical technologies and high public expectations are continually adding to the financial pressures on the NHS. Unhealthy life style is adding There has been a revolution in developing new cancer drugs that both prolong life and improve quality of life. They are more specific, more effective and safer. However, many of them are exceptionally expensive. NICE is responsible for deciding whether new treatments are cost effective and whether they should be funded by the NHS. Independent committee reviews the evidence for efficacy and then looks at cost effective (specifically cost–utility) analysis before making their recommendation. This seeks to establish whether differences in expected costs between options can be justified in terms of changes in expected health effects. Health effects should be expressed in terms of QALYs. Two different variables are usedShow MoreRelatedNhs ( National Health Service )1747 Words   |  7 Pages NHS (National Health Service) July the 5th 1948 – The NHS is born. When health secretary Aneurin Bevan launched the NHS at park Hospital in Manchester today known as Trafford General Hospital, It is the climax of a hugely ambitious plan to good health to all. For the first, hospitals, doctor, nurses, pharmacists, opticians and dentists we brought together under one umbrella organisation to provide services that are free for all at the point of delivery. VISION Everyone has greater control of theirRead MoreNhs : National Health Services903 Words   |  4 PagesNHS: National Health Service (NHS) is the health care system run by the state. It is funded by state through taxes. NHS was founded in 1948 and its aim is to provide health services to all legal residents of UK regardless of their ability to pay. Some services, like prescriptions, optical and dental services, can charge their patients for payment. NHS is providing health services to 64.1m people in UK and 53.9m in England. (http://www.nhs.uk/NHSEngland/thenhs/about/Pages/overview.aspx) NHS is theRead MoreThe Nhs ( National Health Service )1536 Words   |  7 Pageschange in the NHS. The NHS (National Health Service) establish in 1948 is the public health funded system in United Kingdom which provide the most high care in UK resident. Since being created, there is a constant transformation into leadership and management. For example Griffith’s report (1983) introduces general manager and central role for doctors. Cogwheel report establishes in 1967, is the first report introducing the role of clinician management and managing resource in NHS. Management wasRead MoreThe National Health Service ( Nhs )1599 Words   |  7 Pages1.0 Introduction The National Health Service (NHS) was started in 1948 by Aneurin Bevan, the minister of health at the time. It was based on three core principles that still underpin the NHS today. It was set up to ensure that everyone could have access to healthcare, despite their financial circumstances (NHS 2013a). Although the NHS has achieved what it set out to do, it is now in major financial difficulty, with debt that could reach  £1bn by the end of 2014 (Campbell 2014). Diseases that areRead MoreThe National Health Service Nhs1234 Words   |  5 PagesThe National Health Service (NHS) is the world’s largest publically funded health service and is available to all UK residents. It provides sufficient healthcare to all UK citizens and is funded by government money and taxes. The NHS was launched in 1948 by Aneurin Bevan at Park Hospital in Manchester. The NHS look to achieve good quality healthcare for everyone regardless of how rich they are. NHS is a part of the Department of Health who provide a wide range of Clinical Commissioning Groups (CCG)Read MoreNhs For National Health Services Essay1407 Words   |  6 PagesNHS stands for National Health Service.NHS was launched by health secretary Aneurin Bevan(1897-1960) at Park hospital in Manchester on July 5 1948.It was created out of the longheld debate that good healthcare should be available to all,regardless of their wealth.Before the establishment of NHS,the provision of healthcare was very limited.The poor people did not have access to healthcare services as they couldn t afford it and mostly people depended on religious practices to cure their diseasesRead MorePediatric National Health Service ( Nhs )1391 Words   |  6 PagesIntroduction In 2013, surgeon-specific outcome data were made publicly available across a range of surgical specialties by the English National Health Service (NHS). This initial stimulus was the Kennedy Inquiry in 2001, whereby two surgeons were disciplined for having mortality rates that exceeded the norm, and led to the reporting of surgeon-specific mortality data for all cardiothoracic surgery units in the UK (1). Following this, mounting pressures for increased transparency and disclosure withinRead MoreA Brief Note On Legislation And When The National Health Service ( Nhs ) Essay966 Words   |  4 Pageslinked to Legislation and then are linked to relevant Policies. Before the National Health Service (NHS) came into force in 1948, there was the Poor Law which was introduced in 1601 and was paid for by imposing property taxes. In 1834 the Poor Law Amendment Act was brought in and was designed to reduce the cost of looking after the poor,Read MoreWhy Nhs ( National Health Service ) Organisations Need Change?2797 Words   |  12 Pages NHS has undergone many changes since its inception in 1948 and it has become a clichà © to say that only thing which is constant in the NHS is change. There are many drivers of these changes-the external and internal, the patient led, the policy led and also the changes driven by politics (Buchanan et al, 2013) and finances (DOH, 2010). This essay will critically analyse models of change and how they are relevant to my organisation (NHS). This essay will also critically evaluate human dimensionsRead MoreNhs ( National Health Trust )1579 Words   |  7 PagesNHS (National Health Trust) July the 5th 1948 – The NHS is born. When health secretary Aneurin Bevan launched the NHS at park Hospital in Manchester today known as Trafford General Hospital, It is the climax of a hugely ambitious plan to good health to all. For the first, hospitals, doctor, nurses, pharmacists, opticians and dentists we brought together under one umbrella organisation to provide services that are free for all at the point of delivery. VISION Everyone has greater control of their

Future of Investment Banking Free Essays

Future of Investment Banks is extremely relevant topic for today’s studies. This type of banks institutions plays one of the main roles, being circulating element in the whole body of financial system. Vital role guaranteed by the abilities to help clients to raise capital through debts, equity or other potential deals. We will write a custom essay sample on Future of Investment Banking or any similar topic only for you Order Now Needless to note that investment banks are those privileged institutions that are involved in processes of mergers and acquisitions. Concern about future of such an important investment banks are brought up by relatively recent events in bank sector of the economy. Even when BNP Paribas signaled that they had problems with properly pricing its book of subprime related bonds, a lot of experts were starting to worry. Chain of events is noticeable because of Lehman Brothers’ collapse as well. And nowadays questions of the development perspectives of investment banks increased dramatically. In attempts to describe possible development perspectives of investment banks, following picture can be drawn. First of all, it’s given that quantity of â€Å"investment banks† already decreased. It’ better to describe it as consolidation process with a lesser amount of big banks and more small boutiques. Acquisition of JP Morgan in massive less effective structure proves this argument. Second, the problem of maturity gap should be solved. Dealing with asymmetric by the means of Repurchasing Agreements is not acceptable anymore due to the lack of trust. Moreover, asset/liability mismatch is risky and hard to control. Therefore it’s important to relay on long-term funding such as deposits. The next gesture of brush is certainly about the regulation issue. Industry experienced some sort of deregulation caused by Gramm-Leach-Bliley Act, which had replaced Glass-Steagall Act. Thus, commercial banks with more conservative structure noticeably had gotten closer to investment banks with all their risk-taker items. Good example is illustrated by Citigroup, where blend of banking, security and insurance may be observed. Separation should be supported for the purpose of avoiding conflicts of interests which incurred in internal environment of financial institutions. Next thing to observe in order to fulfill the forecast of development perspective of investment banks has to deal with bonuses in sector. There are no doubts, that people who worked on the field of investment are really hard-working folks, dedicated to their job more than ten hours a day including weekends. Nevertheless, they play with â€Å"other people’s money† which imposes responsibilities that cannot be overestimated. It means that extensive impact may occur in case of unsuccessful activities but not for the trader. Bonuses should be limited. Motivation program should involve not only bonuses for profits but also some sort of provisions/allowances in undesirable case of losses. Discretion will inevitably lead to more risk aversion behavior. Actually, risk conservative approach is required all around banking due to elimination of the financial crisis threats. Before summing up, all the activities, that should be done for the future of the investment banks, there is one thing that will occur no matter what. It is something about experience that of course deserves to be thought of. Lessons learned from the significant episodes of financial crisis are really valuable. People will become more rational, especially in terms of dealing with unknown instruments like CDOs, CDO^2s and others. Arguments presented in this paper are supposed to support the idea of investment baking’s evolution. Despite the common concerns, the industry will survive, because of the never-ending demand of raising money How to cite Future of Investment Banking, Papers

ALCESTIS Essay Example For Students

ALCESTIS Essay A monologue from the play by Euripides NOTE: This monologue is reprinted from The Plays of Euripides in English, vol. ii. Trans. Shelley Dean Milman. London: J.M. Dent Sons, 1922. ADMETUS: My friends, I deem the fortune of my wifeHappier than mine, though otherwise it seems;For never more shall sorrow touch her breast,And she with glory rests from various ills.But I, who ought not live, my destined hourOerpassing, shall drag on a mournful life,Late taught what sorrow is. How shall I bearTo enter here? To whom shall I addressMy speech? Whose greeting renders my returnDelightful? Which way shall I turn? WithinIn lonely sorrow shall I waste away,As widowed of my wife I see my couch,The seats deserted where she sat, the roomsWanting her elegance. Around my kneesMy children hang, and weep their mother lost:These too lament their mistress now no more.This is the scene of misery in my house:Abroad, the nuptials of Thessalias youthAnd the bright circles of assembled damesWill but augment my grief: neer shall I bearTo see the loved companions of my wife.And if one hates me, he will say, BeholdThe man, who basely lives, who dared not die,But, giving through the meanness of his soulHis wife, avoided death, yet would be deemedA man: he hates his parents, yet himselfHad not the spirit to die. These ill reportsCleave to me: why then wish for longer life,On evil tongues thus fallen, and evil days?

Seven Years in Tibet Essay Sample free essay sample

Seven Old ages in Tibet is a movie based on a book that accounts the existent experiences of the Austrian mountain climber Heinrich Harrer in Tibet during seven old ages. From 1946 to 1952. As a pupil of intercultural communicating. the intent of this essay is to foreground the intercultural differences found in the movie. The narrative is about Heinrich and Peter. two Austrian mountain climbers who help each other for endurance in the wild lands they go through until they reach Tibet. There. intercultural communicating takes topographic point and intercultural differences are clearly seen. This piece of work will briefly indicate out four subjects: beliefs. gestures. protocol and intercultural matrimony. They are related to the five scenes of the film that will be addressed below. The first scene depicts some Tibetan pilgrims walking to the holy metropolis of Lhasa. the capital of Tibet. They believe if they walk long distances to holy topographic points it purifies the bad workss t hey committed and the more hard the journey the greater the deepness of purification. We will write a custom essay sample on Seven Years in Tibet Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page A pilgrims journey to Lhasa is extremely valued for all Tibetans and a dream for many. The journey can be really long because it has to be from the pilgrim’s place small town ; the farther off. the longer the journey. It can take more than two months for many. During the journey. pilgrims clasp their custodies to forehead. to throat and to bosom and so bow down full-length on the land. This ritual is called â€Å"kowtow† and it is practiced to show their honest bosom to Buddha. The uninterrupted kotows hurt the pilgrimages’ brows and the cicatrix is considered a hoarded wealth as it is a symbol of piousness and forbearance. The whole journey is really hard and some Tibetans have died on the manner due to hapless nutrition supply and the labor of the route. ( Web. Tibet. intelligence. cn ) Heinrich makes us cognizant of his beliefs when he writes to his boy: â€Å"I can’t say I know where I’m traveling nor whether my bad workss can be purified. Ther e are so many things I have done which I regret but when I come to a full halt. I hope you will understand. † He refers to this Tibetan pattern as foreign and different for both. from Austria. But at the same clip he states that he portions with the pilgrims the want of been forgiven. The 2nd scene is when Heinrich somewhat boast his accomplishments as a top mountain climber. To this the Tibetan adult female replied. â€Å" [ †¦ ] you admire the adult male who pushes his manner to the top in any walk of life while we admire the adult male who abandons his self-importance. † Tibetan Buddhism stresses the single attempt to extinguish craving and fond regard since they’re the beginnings of enduring. ( Communication Between Cultures. 140 ) . To this extent it is understood why Tibetans are non encouraged to pursuit single and selfish ends. The 3rd scene carries gestures. One group of Tibetan villagers clapped their custodies every bit shortly as they saw the two aliens. Heinrich thought they were happy to see them since in Austria and in many states. including ours. people clap in signal of felicity. blessing or wages for a good public presentation of for a good cause. However. Tibetan bang custodies to drive out evil forces. The 4th scene is about protocol. What people have to make or state in certain events. The female parent of Dalai Lam a explains to Heinrich the regulations of protocol refering Dalai Lama: â€Å"When you are in presence of his Holiness you must ever be standing set in bow. custodies folded in invocation. If seated. you must ever be seated lower than he. Never look him in the oculus. neer speak before he does. Always refer to him as ‘Your Holiness. ’ Never turn your back to him and neer. neer touch him. † This brief paragraph merely explained a large sum of inside informations about Tibetan civilization. It says that rubrics are of import ; they clarify the individual’s position right off. It’s a hierarchal society. Dalai Lama is the religious and temporal leader of Tibetan people. It is political relations and faith mixed. It besides tells us that oculus contact is considered to be ill-mannered and should be avoided. particularly between people from different position. On the other manus. Heinrich didn’t know any of this. Austrian society does non pattern Buddhism and it works in a different manner refering to hierarchal position. The 5th scene is the intercultural matrimony between Peter and a Tibetan adult female called Pema Lhaki. Peter seemed to encompass really good Tibetan civilization. He set up in Tibet. Ate Tibetan nutrient and lived in a low house made of stones in the center of the mountains. He left behind moderns houses made of concrete and steel inside a neighborhood full of people that spoke German. He left behind his household. some friends and the dishes he was used to eat. That’s why intercultural matrimonies are likely to cover with jobs such as what to eat. where to populate. gender functions outlooks. emotional show. values. societal behaviour and so on. ( Communication Between Cultures. 237 ) . Peter chose to fall in and bask Tibetan civilization next to his married woman. This is reflected when he says a little supplication along with her before eating his repast. To reason. I would wish to state that intercultural differences are a hoarded wealth. But it is necessary to be aware and seek to understand. Heinrich and Peter learnt to love Tibetan civilization and were moved by its world. Heinrich neer forgot his seven old ages in Tibet and worked to convey the state of affairs in Tibet to international attending and in October 2002. the Dalai Lama present ed him with the International Campaign for Tibet’s Light of Truth Award for his attempts. He besides founded the Heinrich Harrer Museum dedicated to Tibet in Austria. Bibliography: BookLarry A. Samovar. R. E. ( 2009 ) . Communication Between Cultures. Boston: Wadsworth Cengage Learning. WebsiteA Tibetan’s Pilgrim Journey to Faith. ( 2009 ) . Recuperado el 2012. de China Tibet News: hypertext transfer protocol: //english. chinatibetnews. com/TibetdDiscovery/Belief/2009-03/13/content_214893. htm

Project Report on Apple Inc. Essays

Project Report on Apple Inc. Essays Project Report on Apple Inc. Essay Project Report on Apple Inc. Essay I undersigned †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦a student of T. Y. B. B. A. , here by declare that the project work presented in this report is my own work and has been carried out under the supervision of prof. Kuldeep Jobanputra of R. P. Bhalodia College, Rajkot. This work has not been previously report submitted to any other university for any other examination. Date: Signature (†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Place: Rajkot ACKNOWLEDGEMENT 1 With great experience enthusiasm I have presented my individual report in the T. Y. B. B. A. effectiveness. I convey to my gratitude to University, Mr. Kuldeep Jobanputra for his valuable guidance in the completion of my project report. I am also thankful those persons who help me to compel it. I am hardly thankful to whole Airtel consumers, especially for MR. AJAYBHAI. He has provided me totally information about my report. The Market research reports on Airtel on advertisement Preface 2 In this era of globalization where every minute India is moving a step ahead and expanding it horizontally, management in India is heading towards a profession. The demand for management’s professionals is increasing day by day. In such a competitive surroundings it becomes a requirement to have an edge over others and B. B. A is such a course, which helps and assists students in doing that. The practical studies are treated as a different subject in B. B. A which helps the students in practically applying their theoretical knowledge. It helps us to face competition, builds up our confidence and also add something to our personality. Over and above in this fast moving economy, here practical studies play an important role in our carriers. . 3 IN E DX Sr. no 1. 2. 3. 4. 5. 6. 7. 8. General information articulars Pg. no 5 10 25 42 53 55 57 59 Marketing information Marketing research Research analysis Finding SWOT analysis Suggestion Concussion Bibliography 4 GNRL EEA IN O M T N F R A IO 5 A T LA B IF IR E T R E NAME OF FIRM: YAER OF ESTABISHED: Airtel 1976 ADDRESS: Maitri Communication, Dealer of Airtel, Mavdi Main Road, Opp fire station, Rajkot-30005. [emailprotected] in www. airtel. in E-MAIL:WEB SITE: AW ARDS AND CERTIFICATE: FORM OF ORGANISATION: AWARD FOR 4 YAER (1997 TO 00) BEST CELLULER COMPANY PRIVATE LIMITED BRANCHES: SIZE OF THE UNIT: FORM OF ORGANIZATION: ALL OVER IN INDIA LARGE SCALE UNIT MULTINATIONAL CO 6 About Bharti Televentures Bharti Tele-Ventures is Indias leading private sector provider of telecommunications services based on an aggregate of approximately 1,932,000 customers comprising of mobile, fixed-line and Internet customers, as of June 30, 2002. Of these, 1,607,000 are mobile customers. The company also provides VSAT, Internet and broadband network solutions. In addition, it offers national long distance services by providing data transmission services and voice transmission services. Bharti Tele-Ventures is a holding company and its operations are segmented into four divisions, operated by wholly owned subsidiaries: Mobile Bharti Cellular, Access Bharti Telenet, Long Distance Bharti Telesonic, Broadband Solutions Bharti Broadband Network. The Company today offers mobile services in Fifteen out of 22 circles in India. As of June 30, 2002, approximately 93% of Indias total number of mobile subscribers resided in BTVLs existing and proposed mobile circles, according to COAI reports. Bharti Tele-Ventures was the first private sector operator to provide fixed-line services in India when it commenced providing services in the Madhya Pradesh Chattisgarh circle in June 1998. BTVL recently launched its fixed-line services in the license areas of Haryana, Delhi, Tamil Nadu and Karnataka and thus became the first private sector service provider to provide fixed-line services in all its remaining licensed areas. 7 Bharti Tele-Ventures has always believed in creating strong partnerships with its joint venture partners. Today, Singlet and War burg Pincus are its leading partners. The other partners include leading international Insurance. financial investors such as International Finance Corporation, Asian Infrastructure Fund Group and New York Life 8 About Airtel Airtel †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. A vibrant new World of unlimited opportunities, where Air symbolized a word of unlimited freedom to think †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. to dream to achieve, where Tel connotes new innovative yet simple ways to communicate spontaneously, not just through words but through ideas, emotions and feelings. leadership. Airtel comes to you from Bharti Cellular Limited a part of the biggest private integrated telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of technology and has revolutionized telecommunications with its world-class products and services. Established in 1976, Bharti has been a pioneering force in the telecom sector with many firsts and innovations to its credit. Bharti has many joint ventures with world leaders like Singtel (Singapore Telecom); War burg Pincus, USA; Telia, Sweden; Asian infrastructure find, Mauritius; International Finance Corporation, USA and New York Life International, USA. Bharti provides a range of telecom services, which include Cellular, cordless Basic, phones. Internet Apart and from recently being introduced largest National Long of Distance. Bharti also manufactures and exports telephone terminals and the manufacturer telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros. It has over one million satisfied customers. Together they represent a sensitive contemporary confident symbol for those who believe in true Launching of Airtel in Gujarat Ahmedabad, subsidiary Gujarat. of August 5, 2002: Bharti Cellular Limited, a Bharti Tele-Ventures, Indias leading telecom conglomerate, today announced the launch of Airtel mobile services in Speaking on the occasion Mr. Sunil Bharti Mittal, Chairman and Group Managing Director, Bharti Enterprises said It is my proud privilege to bring Airtel to Gujarat. Today we bri ng to Gujarat a worldclass network and a slew of unique benefits for the first time in India that only a true pan-India mobile player can offer. Mr. Sanjay Kapoor, Executive Director, Bharti Cellular Limited said, Ariel’s entry in Gujarat is a defining event which brings to our customers a bouquet of unique benefits. We are sure our service offerings will further stimulate growth and enhance the quality standards of mobile services in Gujarat. 10 Awards August 7, 2008: Bharti Airtel adjudged the ‘Best cellular services provider’ and ‘Best broadband service provider’ at the 2008 VD 100 Awards. July 11, 2008: Bharti Airtel Limited voted as India’s most innovative company, in a survey conducted by The Wall Street Journal. Bharti Airtel was ranked as the most innovative in responding to customer needs in a survey conducted to determine Asia’s 200 most-admired companies. The Asia Pacific Award for the Most Innovative HR practices-2000 The Golden Peacock National Training Award for excellence in Training practices-2000 The Golden Peacock National Quality Award-2001. June 13, 2008: Sunil Bharti Mittal received U. S. -India Business Councils Global Vision Award. The prestigious award recognizes his entrepreneurial zeal and contribution to Indian business Vision To make mobile communications a way of life and be the customers first choice. Mission We will meet the mobile communication needs of our customers through: Error- free service delivery Innovative products and services Cost efficiency Unified Messaging Solutions 11 Privacy Policy Airtel values the privacy of information pertaining to its associates. We do not use or disclose information about your individual visits to our portal or infor mation that you may give us, such as your name, address, email address or telephone number, to any outside sources. We will not use information about you without your permission and will provide the means for you to manage and control the information that you have provided. We will enable you to communicate your privacy concerns to us and that we will respond to them appropriately. We do not disclose any personal information to advertisers and for other marketing and promotional purposes that could be used to personally identify you, such as your password, credit card number and bank account number. The credit card transaction information is protected by the industry standard Secure Socket Layer (SSL). 12 M R E IN AKT G D P R MN EAT E T 13 IMPORTANCE OF MARKETING DEPARTMENT Marketing is the focus point of all business activities because the objectives of all business enterprise are to satisfy the needs and wants of the customers. Production and purchase has no meaning unless a firm is able to market the goods and services. Nothing happens unless somebody sells something. Marketing is the distinguishing feature of business. A business is essential part from all other human organization by the fact that it markets the product or services. Marketing is the basic operative function of all business firms. It serves on the basis of business planning and generates revenue for the firm. Efficient marketing management is essential for the survival and growth of every enterprise. Marketing is a system of integrated business activities designed to develop marketing plans and programs leading to the satisfaction of customer wants. Marketing department represents an important functional area of business management efforts for the flow of goods and services from the producer to the consumers. Marketing department of the Bharti televenture Limited is a crucial part of its organization. The company can achieve its subsidiary objectives along with the primary objectives with the help of marketing department. It not only helps the company to achieve the goals that are directly related to marketing department but 14 also helps in achieving the goals that are related to other departments of the organization. With the help of the marketing department Bharti televenture as a company has not been successful in gaining the sales volume but also earned goodwill for itself. As a result of the efforts made by the marketing department. Bharti televenture is enjoying a prestigious position in the telecom industry. 5 ORGANIZATIONAL STRUCTURE Organization means it is a group of people working together co-operatively under authority towards achieving goals and objectives that mutually benefits the organization. It may also be said as grouping activities is to be performed. We can also define as establishing relationship for the purpose of handling people to work effectively by main taining horizontal and vertical coordination. Market is related with creation of standard of living. Organization is a form of co-operative efforts. It can be said that marketing organization consists of no. of people with many different position. Take all the things away from me, take my wealth, take my industries, take my land, but with help of my efficient organization I will bring these all back within only 5 years. † Andrew Carnegie 16 DISTRIBUTION CHANNEL Company Distributor Dealer Salesmen Retailer Customer 17 MARKETING MIX Marketing is a comprehensive term; it includes all resources and a set of activities that facilitate the flow of goods services from product to consumers. To plan out marketing activities and to provide better facilities we have to select specific market target in from of market segments or sub division of market. The marketer formulates a combination of a number of devices or types of marketing activities that are co-ordinate into single marketing programmed to reach a particular target or market segment. The combination of those marketing methods or devices is known ad the marketing mix. Product mix Brand Style Colour Design Product line Package Warranty service Price mix pricing pricing policy basic price terms of credit discount allowance Marketing Strategy Marketing mix Focus on the target Market Promotion mix personal selling advertising publicity sales promotion dealers aids consumer aids Place mix distribution channel wholesaler retailer mercantile agents physical distribution transport warehouse inventory 18 COMPETITORS In the fast growing world of technology almost each and every company may be having some or the other competitors. Airtel faces competition from the following competitors in the local market. â€Å"Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors. † Today in this competitive world AIRTEL has got many competitors which are as follows: ? ? ? ? ? VODAFONE IDEA BSNL RELIANCE TATA INDICOM 19 CHARTS SHOWING DIFFERENT ADVERTISING MEDIA PRESS ADVTG. Newspaper Magazines Journals OUTDOOR ADVTG. Posters Boards Electric Display SandwichBoard Business Terms Trains Sky Advertising Others DIRECT MAIL Circular BusinessReply Envelopscards Price List Catalogue Folders Booklets PersonalLetter Others MISC. ADVTG. Radio TV Cinema Slides FairExhibition Loud Speakers Demonstration Posters Telegraph Dept. Others To serve the above-mentioned objective and to obtain the fruits by delivering all the benefits, advertising is the only way to reach the customers at minimum cost and maximum benefits. The company can advertise the products by taking the help of its own advertising department or by advertising agency. The agency’s major role is purchase of media time and space besides it is directly responsible for development of all advertising copy and of the commercial. There are various tools which are used to advertise the product or service like print media, direct mail, outdoor media, broadcast media, transit media and other form like demonstration, exhibition etc. newspaper magazines at national levels and they also advertise on T. V. r different channels ZEE, SONY, DDI, etc. they take the help of advertising agency. AIRTEL advertisement in all leading newspapers likes the Times of India, The Economics Times and they also take the help of transit media. Their theme of advertising is â€Å"Public awareness† which is becoming true because in this competition market. There was a controversy whether advertisement is expenditure or an investment. 20 SALES PROMOTIO N Sales promotion refers to activities other than personal salesmanship, advertising and publicity which stimulate consumers purchasing, dealer effectiveness e. . Display, exhibition and showroom demonstration, free samples, coupons, premiums and various other nonrecurring selling efforts not in the ordinary routine. It is plus ingredient in the marketing mix whereas advertising and personal salesmanship is essential basic ingredients in the marketing mix. SALES PROMOTION (BRIDGE) PERSONAL SELLING ADVERTISING 21 In short, sales promotion is a bridge or connecting link covering the gap between advertising and personal salesmanship the two wings of promotion. 22 M R E IN AKT G RSAC EE R H 23 Introduction to Market Research According to American Marketing Association â€Å"Marketing research is the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. † Management in any organization needs information in large quantity about potential markets and environmental forces in order to develop successful strategic marketing plans, and to respond to such changes in the market place. A mass of data is available both from external sources and within the firm. This forms a solid platform for a research to take place. Marketing Research includes all the activities that enable an organization, to obtain the information it needs to make decisions about its environment, its marketing mix and its present or potential customers and consumers. More specifically, Market Research is the development, interpretation and communication of decision oriented information to be used in the strategic marketing process. Marketing Research is the systematic design, collection, interpretation and reporting of information for help marketers solve specific marketing problem or to take advantage of marketing opportunities. It is a process of gathering information not currently available to decision makers. Marketing Research is conducted on a specialproject basis, with the research methods, adopted to the problems being studies and to changes in the environment. The Market Research society defines Marketing Research as â€Å"the collection and analysis of data from a sample of individuals or organizations relating to their characteristics, behavior, attitudes opinions or possessions. It includes all forms of marketing and social research such as consumer and industrials surveys psychological investigations, observational and panel studies. 24 Nature of Research The Marketing Research is carried out on Retailers of Airtel Limited is in nature of Applied Marketing Research. The research where the application of all Marketing Concept and Strategies have been put into practice. The nature of research is also Syndicate Research, which can be carried out by anyone, a part from Research Organization. The Res earch has been carried out through the universally favored approach of a personal interview survey. Applied Research is the one, which is carried out by applying all the marketing concepts into a subject that needs to be researched and through this application, the findings are presented in the forms of a report. I am using Applied Marketing Method at there 25 Objectives of Study Any activity done or to be done has certain objective behind it. As project report is a practical subject and also marketing is ever changing so not just depend on books and past data which are available to me, I prefer survey of consumer which is required to know the Buyer Behavior how differ from one shop to another and one consumer to another. The objectives of this survey on Advertising and Brand are: ? To identify the effectiveness of Airtel Advertising. ? To what extent they influence the purchase decision of the customers. ? To identify Brand awareness of Airtel. ? To know the importance of Brand Airtel among consumers. 26 Sample Survey The gathering of primary data through experimentation involves use of sampling, survey method and observations. The survey conducted on Retailers for Hutch Cellular Limited involved a survey based on personal interview. The details of the selected samples for the survey are as under: City chosen for Sample Survey:? Sample size:? Area selected :- Rajkot city 50 samples Kotharya road, Manhar plot, Raiya road, Dhebar road, Palace road, Sardar nagar road, Dr. Yagnik road, 27 MARKET RESEARCH METHODOLOGY Formulation of Research Problem Research Design Determination of Sources of Data Collection of Information Processing and Analysis Present the finding 28 FORMULATION OF RESEARCH PROBLEM First step of the marketing research process is the formulation of research problem. Marketing management must be carefully note to define the problem too broadly or too narrowly for the marketing researcher. The marketing manager and the researcher must work closely together to define carefully and agree on the research objectives. The manager’s best understand marketing research and how to obtain the information. In order to avoid waste of time and money it is necessary to define the problem in specific terms. The survey has been undertaken in order to answer some questions like ? Are you like to see advertisement? ? Through which media you came know about it? ? Do you know about the brand ambassador of the Air-tel? ? In your opinion through which media company can get maximum reward? 29 RESEARCH DESIGN The second step of the marketing research process calls for determining the information needed and developing a plan for gathering it efficiently. A research design can be defined as â€Å"The plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. †. Designing a research plan calls for decisions on the data sources, research approaches, research instrument, sampling plan and contact methods. Once it is realized that the secondary data are insufficient, the researcher needs to decide upon one alternative design to collect the primary data. The three basic methods which can be used are: 1. The Observational Method: This method involves direct observation of people and situation through one way mirrors, hidden cameras or disguised observers. Direct observation involves watching actual behavior; indirect observation involves inferring behavior by looking at the result of that behavior. 2. The Experimental Method: The most scientifically valid research is experimental research. The purpose of experimental research is to capture cause-and-effect relationship by eliminating competing explanations of the observed findings. To the extent that the design and execution of the experiment eliminate alternatives hypothesis that might explain the result, research and marketing managers can have confidence in the conclusion. This method however, involves more time and is costly. 30 3. The Survey Method: Surveys are best suited for descriptive research. This method involves learning about people’s knowledge, beliefs, preferences and satisfaction and to measure these magnitudes in the general population. As in observation, survey research can be structured or unstructured. Structured survey use formal lists of question asked of all respondent the same way where as in unstructured researcher use an open format that lets the interviewer probe respondents and guide the interview, depending on their answers. There are three types of surveys namely: ? Telephone Survey ? Mail Survey ? Personal Interview Here, for the survey of retailers of Airtel I have used personal interview method as tool for data collection. 31 DETERMINATION OF SOURCES OF DATA In marketing research literature, there are two types of data: primary data and secondary data. The researcher can gather primary data or secondary or both. . Primary Data: The first hand data collected for a specific purpose or for a specific research project constitutes primary data. When the needed data do not exist or are inaccurate, incomplete or unreliable the researcher collects primary data. Most marketing research projects thus involve some primary data collection. The main primary data sources consist of consumers, dealers, buyers, etc. Consumers and buyers constitute the main source of information in most researches. A buyer may not be the user of the product, although in some cases the consumer and the buyer may be the same person. The normal producer is to interview some people individually or in groups to get on idea of how people feel about the topic in question and then develop a formal research instrument. (a) Survey by Questionnaire. (b) Panel Research. (c) Observation Approach. (d) Experimental Research 2. Secondary Data: Information collected by other organization or individuals which might be relevant to the study constitutes secondary data. Researchers usually start their investigation by examining secondary data to see whether their problem can be partly or wholly solved without collecting costly 2 primary data. Secondary data provides a starting point for research and offer the advantages of low cost and ready availability. (a) Published Survey of Markets. (b) General Library Research. (c) Government Publications and Reports. (d) All Advertising Media (Newspapers, magazines etc. ) (e) Trade Associations. (f) Universities. (g) Internal Sources. 33 COLLECTION OF INFORMATION Marketing researchers have a choice of two main research instruments in collecting primary data: Questionnaire and mechanical devices. Questionnaire: A questionnaire consists of questions presented to the respondents for their answers. Because of its flexibility, the questionnaire is by for the most common instrument used to collect primary data. In preparing a questionnaire, care should be taken in choosing the questions and their form, wording and sequence. The questions included in the questionnaire can be closed end questions prosperity all the possible answers and are easier to tabulate and interpret. Open end questions allow respondents to answer in their own words and they often reveal more as they give an insight into how people think. In my study, the questionnaire contained both open-end and closed-end questions depending upon the type of information to be gathered. Mechanical Device: Mechanical devices are occasionally used in marketing. They are used to measure the interest or emotions aroused by exposure to a specific situation. Sampling plan: After deciding research approach and instruments the marketing researchers must design a sample plan. This calls for three decisions. 34 Sampling Unit: The marketing researcher must define the target population that will be sampled. In my case the target population was the retailers selling sim card of Airtel Limited at Rajkot. Sample Size: Large samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. In my survey the sample size was 50. Sampling Procedure: To obtain a representative sample a probability sample of the population should be drawn. Probability sampling allows the calculation of confidence limits for sampling errors. When the time and cost are involved the in probability sampling is excessive, marketing researcher will take non-probability samples. The various sampling method are as under: Probability Sampling Simple random sample Stratified random sample Cluster sample Non-probability Sampling convenient sample Judgment sample Quota sample My survey falls under the category of the convenient sample under Non-probability sampling. In this method the researcher is free to select. The respondents are selected on the basis of the being available at the time of survey. 35 INTRODUCTION OF ADVERTISEMENT Companies must do more than make good products-they must inform consumers about product benefits and carefully position products in consumers’ minds. To do this, they must skillfully use the mass-promotion tools. And advertising is the most effective tool. We are in 21st century, where there is cut-throat competition in the market and there are also numbers of Multinational Companies are as well as many MNC’S are coming day by day in our country, by offering world-class technology. It is very easy to enter in the market but very tough to survive or stay in competitive market. According to Peter Drucker, â€Å"Marketing means only create consumers. † But in reality it is too tough, so we must have such planed marketing strategies which catch the consumer once and never allows them to switchover other products. Out of all strategies advertising strategy is very important. Advertiser includes not only business firms, but also charitable organizations or trust, professionals, Government agencies that direct message to target publics. Ads are a cost-effective way to disseminate messages, whether to build brand preference or to educate people to avoid hard drugs. Meaning The term advertising originated from the Latin word â€Å"Adverto† which means to turn around. Thus according to this meaning advertising means an activity employed to draw attention to any object or purpose. Definition â€Å"Advertising is causing to know, to remember to do. 36 Advertising can be defined as mass, paid communication (presentation and promotion) of goods, services or ideas by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. Advertising appears in recognized media, such as newspapers, magazines, radio, television, c inema film, outdoor hoardings and posters, direct mail and transit. STRENGTH OF ADVERTISING AS A PROMOTIONAL TOOL Advertising is a major promotion tool. It has the following basic plus points or strength as a promotion tool: 1. It offers planned and controlled message. 2. It can contact and influence numerous people simultaneously, quickly and at a low cost per prospect, hence it is called mass means of communication. 3. It has the ability to deliver message to audience with particular demographic and socio-economic features. 4. It can deliver the same message consistently in a variety of contexts. 5. It can reach prospects that can not be approached by salesmen. 6. It helps to presell goods and pull the buyers to retailers. 7. It offers a wide choice of channels for transmission of such as visual. . It is very useful to create maximum interest and offer adequate knowledge of the new product when the innovation is being introduced in the market. 37 IMPORTANCE OF ADVERTISING Nothing can except the mint can make money without advertising. Mass production and mass distribution totally depend on all forms of advertising and publicity. We can tell numerous people about a product or service in the quickest time i nterval at the lowest possible cost. Advertising by facilitating mass production and mass distribution has provided immense employment opportunities to people. It is responsible for creating and delivering rising standard of living to innumerable people. It has made possible tremendous industrialization and economic development in many countries. It is the backbone of modern national and international marketing. Modern advertising informs guides, educates as well as protects buyers, so that they can buy intelligently and raise their standard of living. In the marketing programme of a business enterprise, advertising is an indispensable tool supplemented by salesmanship and sales promotion. Advertising is to business what steam, electric or nuclear energy (motive power) is to industry. The wheels of industry and commerce cannot move with desirable speed without the propelling power of promotion mix. The advertising purpose and tasks of Airtel are set by marketing plans and strategies. Advertising is the use of paid for, sponsor identified material in mass media. The real purpose of advertising of Airtel is not only one, viz. , to sell something a product, a service, or merely an idea through effective communication. It attempts to stimulate sales to all customers (present, former and future). It has other purposes as well. It is used to reassure buyers that they have really made the best purchase. Thus, advertising of Airtel can build up brand loyalty. It can enhance the morale of the salespeople and dealers thereby securing enthusiastic distribution of products. It is also employed to promote the bright image of the company in the society. 38 SELECTION OF ADVERTISING MEDIA Selection of media is a crucial part of advertising. The steps here are deciding on desired reach, frequency, and impact; choosing among major media types; selecting specific media vehicles; deciding on media timing; and deciding on geographical media allocation. Then the result of these decisions needs to be evaluated. Media are the channel or medium by which advertisement reaches to the consumer. They are called wider and variety vehicles for advertiser for transmission of promotional message. While selecting media the characteristics of target audience is the major factor which decides how to give advertisement. Suppose a company who has target audience related to higher class and upper middle class can go through vehicle like television. The media planner has to know the capacity of the media types to deliver reach frequency, and impact. The major advertising media along with their costs, advantages and limitations should consider. 39 RESEARCH ANALYSIS FINDINGS 40 Are you like to see advertisement? Yes No 46 4 50 45 40 No. of person 35 30 25 20 15 10 5 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement and 50 out of them 46 are watching the advertisement and only 4 people are not like to watching advertisement. Suggestion I would not like to do any suggestion because most of the people are watching advertisement of Airtel. 41 Have you seen the advertisement of Air-tel? Yes No 45 5 50 45 40 35 No. of people 30 25 20 15 10 5 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 45 are watching the advertisement of Airtel and only 5 people are not aware about the Airtel advertisement. Suggestion I would not like to do any suggestion because most of the people are watching the Airtel advertisement. 42 Through which media you came know about it? Newspaper Hording Television Retailer shop Other sources 20 10 8 10 2 25 20 No. of person 15 Series1 10 5 0 Newspaper Hording Television Retailer shop Other sources Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 20 are watching through Newspaper,10 are watching through hording,8 are watching through television,12 are watching through retailer and remaining are watching through other sources. Suggestion I would like to suggestion to company that they can increase their advertisement in television because maximum people are watching advertisement in television. 43 In advertisements which factor are very attractive? (Rank them) Theam Color combination Brand ambassador Massage Other Factors 2 10 3 24 1 Importent Factores Theam Color combination Brand ambassador Massage Other Factoers Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 12 are saying that Theam is important factors, 10 are saying color combinati on, 3 are saying brand ambassador 24 are saying Massage. Suggestion I would like to suggest to the company that they can Focuses more and more in their advertisement massage and theam because more people are concern with the massage in compare to other. 44 Do you know about the brand ambassador of the Air-tel? Yes No 32 18 35 30 no. of person 25 20 15 10 5 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 38 are saying that they know about the brand ambassador of Airtel and only 18 are not know about the brand ambassador of Airtel. Suggestion I would like to suggest to the company that they can show the brand ambassador of company is in maximum time in their advertisement because maximum people can aware about that. 5 Do you get all information through advertisement of Air-tel? Yes No 24 26 26. 5 26 25. 5 25 24. 5 24 23. 5 23 Yes No No. of Person Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 24 are saying that they get all information through Airtel and 26 are say that they are not getting all information through advertisement of Airtel. Suggestion I would like to suggest to the company that they can show the maximum information in their advertisement. 46 Give your opinion about an attractiveness of air-tel advertisement? Excellent Best Good Average 10 15 18 7 Excellent Best Good Average Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 10 are saying that the attractiveness is Excellent,15 are saying that best,18 are saying Good, and 7 are saying Average. Suggestion I would like to suggest to the company that they have increase their attractiveness in their advertisement because give maximum information. 47 Every time company should change their advertisement? Yes No 40 10 50 No. of people 40 30 20 10 0 Yes No Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 40 are saying that company can change their advertisement frequently, and only 10 are say they are not change their advertisement. Suggestion I would not like to suggest to the company because company can change advertisement frequently. 48 In your opinion to gat maximum sale in Air-tel which policy of advertisement should company follow? Introduce new advertisement Change in advertisement Calibrate change Continue with the same 19 16 10 5 Introduce new advertisement Change in advertisement Calibrate change Continue with the same Analysis From the above mentioned graph we can analyze that out of 50 Person which I have gone through, all of them are watching the advertisement of Airtel and 50 out of them 40 are saying that company can change their advertisement frequently, and only 10 are saying that they are not changing their advertisement. Suggestion I would not like to suggest to the company because company can change advertisement frequently. 9 In your opinion through which media company can get maximum Newspaper Hording Television Retailer shop Other sources 15 8 10 22 5 reward? 25 No of person 20 15 10 5 0 r H or di ng Te le vi si R on et ai le rs ho O th p er so ur ce s N ew sp ap e Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have went through, all of them are wa tching the advertisement of Airtel and 50 out of them 15 are saying that company can get maximum reward throw newapaper,8 are saying throw hording,10 are saying throw Telivision,22 are saying throw Retailer shop. Suggestion 50 I would not like to suggestion to company that people can maximum reward throw the retailer shop so they can give their advertisement in there retailers. Airtel Vodaphone TATA Reliance Idea 13 13 6 8 10 Which company’s advertisement you most like? 14 12 10 8 6 4 2 0 e el e TA TA ho n nc Ai rt R el ia ap Id e a No. of person Series1 Analysis From the above mentioned graph we can analyze that out of 50 Person which I have went through, all of them are watching the advertisement of Airtel and 50 out of them 13 are saying that they have like a airtle’s advertisement,13 are saying vodaphone,6 saying TATA,8 saying Reliance, 10 saying Idea. Vo d 51 Suggestion I would not like to suggestion to company that they have give more and more advertisement in compare to other company. And get maximum selling in market. FUTURE PLANS FUTURE PLANS As we know that each and every company want to achieve high position in this competitive market. One must decide about future because it is uncertain. 52 So format a future goal and go ahead. Here following are the main future plans of Airtel. ? To increase the market share ? To share maximum market in advertisement ? To provide maximum numbers of satisfied services to their retailers ? Secondly their long term plan is to be consistent in the policy adopted by them for the purpose of outright excellence in their field. Thus Airtel has no plans in particular except to lead the market in the crucial times of Cellular wars, and out rightly exceed the usage of land lines by wireless cellular telephones and maintain their standard of quality coverage. 53 SWOT ANALYSIS 54 SWOT ANALYSIS S W Strength Weaknesses High market share brand image To attract all class of customer Good service will increase the no. of users Emerging Competition like Reliance, TATA, BSNL, VODAFONE, etc. O Opportunities T Threats 55 CONCLUSION 56 CONCLUSION Airtel has good reputation in the market. Objective of survey is to know the advertisement effectiveness. I have already discussed the objects in the survey. The organization has good reputation in the market; however, it requires some efforts to maintain the reputation for the betterment of its future. However, now they are taking reasonable steps to improve its brand name and sales target. Lastly, I can say that Airtel has bright future for the coming years. And I hope this project report will help them taking right decision and fulfill their customer demands. Again, I am thanking to all who directly or indirectly helped me. Wishing Airtel, the best success †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 57 SUGGESTIONS 58 SUGGESTIONS After making a survey in Rajkot on Airtel, I have come to some conclusive suggestions, which are necessary for the company. From my point of view to maintain and improve the market share of Airtel, my main points or suggestions are: ? The company can also takes advantage of reduced taxes and other incentives granted by certain states in India for locating manufacturing facilities in such states and economic zone. ? Most of the retailers of Rajkot dont know about the services provided by Airtel. So company should concentrate on this point and advertise so they attract customers. ? Now a day advertisement is very important role in selling so they can increase their advertisement in all different sectors. So these are my suggestion to Airtel for his better future†¦.. 59 BIBLIOGRAPHY 60 BIBLIOGRAPHY 1. Marketing Management By PHILIP KOTLER 2. Market Research By LUCK RUBIN 3. Web site www. airtel. in 61 MARKETING RESEARCH REPORT ON Advertising Effectiveness of Air-tel Q1Name: _________________________________________ Q2 Age: ____________________________________ Q3 Gender: Male Female Q4 Occupation: _____________________________ Q5 Contact no: _____________________________ Q6 are you like to see advertisement? (a) Yes (b) No Q7 Have you seen the advertisement of Air-tel? (a) Yes (b) No Q8 if yes, then through which media you came know about it? (A) (B) (C) (D) (E) Newspaper Hording Television Retail shop Other sources Q9 In advertisements which factor are very attractive? (Rank them) Theam Message Color combination Other factors Brand ambassador Q10 Do you know about the brand ambassador of the Air-tel? 62 (a) Yes (b) No Q11 Do you get all information through advertisement of Air-tel? (a) Yes (b) No Q12 Give your opinion about an attractiveness of air-tel advertisement? Excellent Best Good Average Q13 Every time company should change their advertisement? (a) Yes (b) No Q14 In your opinion to gat maximum sale in Air-tel which policy of advertisement should company follow? (A) Introduce new advertisement (B)Change in advertisement (C) Celebrity change (D) Continue with the same Q15 In your opinion through which media company can get maximum reward? Newspaper Television Hording Others Q16 which company’s advertisement you most like? Why? (A) Air-tel ____________________________________ (B)Vodafone _________________________________ (C)TATA _____________________________________ (D)Reliance _________________________________ (E)Idea ______________________________________ Q17 any, suggestion, if would you like to say for Air-tel? 63 ___________________________________________________________ ___________________________________________________________ ___________________________________________________________ THANK YOU†¦Ã¢â‚¬ ¦ 64

Book Review Bachelor Essay Example | Topics and Well Written Essays - 1250 words

Book Review Bachelor - Essay Example Thus, Crossing the Border is generally acknowledged by scholars as a fundamental book that chronicles the history of Buxton, one of the most successful all-black settlements in nineteenth-century Canada. In her work, Sharon A. Roger Hepburn traces the evolution of educational institutions, businesses, and political structures in Buxton in the mid-1800s and the focus of the author is on the degree to which black settlers achieved autonomy and the control over their lives in a hostile white environment. The author undertakes an important study of Buxton, Ontario, through a comprehensive study of the manuscripts, newspapers, census records, deeds, maps, and other materials and she is effective in recreating a detailed story of the Black Canadian community through the lives of individual people. According to the author, the Black Canadian community, roughly twelve miles south Chatham, close to the shores of Lake Erie in Raleigh Township, Kent Country, espoused freedom and hope for the fu ture and accepted blacks who were single, married, and widowed; young and old; male and female; freeborn and fugitive. "This study chronicles Buxton from its conception and founding through its first decade. A group of individuals, united in their determination to build a heaven for those fleeing slavery and repressive legal statutes, formed themselves into a community that offered social and economic opportunity. Overcoming initial opposition from neighboring whites and backed by the Presbyterian Church of Canada and philanthropic Canadians of both races, Buxton grew steadily in population and stature." (Hepburn, 1) Therefore, Hepburn provides a convincing account of the Black Canadian community settlement in Buxton, Ontario, and she is effective in explaining why Buxton succeeded when other settlements failed. A careful reading of Crossing the border: A free Black community in Canada by Sharon A. Roger Hepburn confirms that the author eloquently traces the development of Buxton from its conception and founding, and her main focus is to give an explanation for its status as the 'most successful all-black community established in Canada before the U.S. Civil War.' In her attempt to establish the point that the Black Canadian community was the most successful all-black community established in Canada, the author compares this community with similar communities in Canad

Memorandum Research Paper Example | Topics and Well Written Essays - 1250 words

Memorandum - Research Paper Example The procedure for the discovery process entails presentation of a complaint to a court of law by the plaintiff, opening of a case file by the court clerk, issuance of court orders or summons together with a copy of complaint to the plaintiff to deliver to the defendant, and filing of responses by the defendant, after which the actual trial follows. However, the components of each of the step in the discovery and proceeding process may vary and thus the time taken to realize the whole discovery process may extend. 2. Criminal cases reach trial so rapidly because of the short discovery and pleading process. After the accused is arrested, he/she is presented to the police, who in turn arraign the suspect in a court of law, following the provisions of the laws regarding speedy trial rules and continuances. Yes, such a dichotomy should always be there because it is only through the dichotomy (stages of the discovery and pleading process) that the fine but very crucial details of civil cas es are addressed. 3. The lawyers play a great role in prolonging this period since they are the ones who advise the parties involved, while also filing disputes, motions to dismiss the complaint, and answers required by the court. The more issues raised by the lawyers in disputing, requesting for dismissal or involving other parties to the case, the longer it will take before the trial commences. Statement of Facts Civil cases and criminal cases are very different owing to the nature of accusations contained in either of the cases and the procedures by which both civil and criminal cases are brought to courts. Civil cases, also known as civil suits, refer to a type of case where an individual, a group of individuals, or an organization is accused of damages (Carper, McKinsey, and West 132). On the other hand, criminal cases refer to the type of cases where the state or any authorized regional body prosecutes an individual or group of individuals for breaking the law that has been es tablished. Additionally, while the verdict for a criminal case may end up committing an individual to imprisonment, a civil case gives a verdict regarding the payment of damages in the event that the accused is found liable for the accusations leveled against them (Resnik 165). Owing to these differences, it therefore follows that there are chances that the two cases can run for different durations. This is because the procedure for a civil case is fundamentally different from that of a criminal case. There are certain aspects of the two cases that account for the differences in the duration applicable for the two cases. Discussion of the Issues The civil case basically applies four procedures, starting with pleading, then pre-trial, trial and finally judgment. It is these procedures that explain why a civil case is likely to take long before it gets to trial, compared to a criminal case. Pleading entails the process by which the plaintiff raises accusations against the defendant in a court of law, seeking to be compensated in form of damages for a wrong committed by the defendant. After the presentation of a claim, the claim is filed by the court clerk, after which the plaintiff is then issued an order and a copy of the complaint to deliver to the defendant (Hall 385). This procedure is different from that of a criminal case where the accused is directly arrested and taken to the police custody, awaiting to be arraigned in court to begin the trial. This makes the civil case procedure more time consuming since

Positive and Negative Impact of Tourism Essay Example | Topics and Well Written Essays - 750 words

Positive and Negative Impact of Tourism - Essay Example Tourists are attracted to seek different experiences from another environment oftentimes different from their usual surroundings. Currently, tourism has become a popular global vacation activity that actually generates profits for the visited community and this will contribute to its economic growth and development. â€Å"Tourism is alive with dynamic growth, new activities, new destinations, new technology, new markets, and rapid changes.† (Goeldner, 2008) The influx of tourists to a certain community will help local businesses sell their goods and services and even provide employment opportunities in the services industries related to tourism. These service industries cover transportation services on land, sea, and air; hospitality services such as hotels, resorts, and other venues for accommodations; entertainment services such as amusement parks, casinos, bars and other music venues, shopping malls, theaters, spas; and restaurants. â€Å"A parallel effect is argued with respect to employment, wherein the labor-intensive tourism industry would provide a large number of direct and indirect jobs suitable in particular for largely unskilled labor forces bedeviled by high unemployment and underemployment.† (Weaver, 2006) The need for some of these services is seasonal and unfortunately, the majority of these employment opportunities mean unimportant employments relating to low-skilled and low-waged levels. Most of the times these types of so-called employment can result in prostitution, drug trading, hustling, and gamblers. These will eventually lead to some negative lifestyles such as begging, the spread STD-related illnesses, hustling, and drug abuse. When there is growth in the tourism industry, the local government finds it necessary to improve some infrastructures such as new and passable roads will be built and old ones will be renovated especially those leading to tourist spots.

Structural and Functional Properties of Tendons

Structural and Functional Properties of Tendons Chapter One Literature Review 1.0 Introduction Tendons are dynamic structures; their extracellular matrices are continuously being synthesised and broken down over the course of an individual’s lifetime. The macromolecules, namely collagen, proteoglycans, hyaluronan and the non-collagenous proteins form the extracellular matrix of tendons. In normal tendon exists a fine balance between the synthesis and degradation of these macromolecules resulting in a strong healthy tendon. It is evident that damage to tendons, such as in overuse tendinopathy results in changes to the levels and types of macromolecules present in tendon with decreased levels of collagen and increased levels of proteoglycans, hyaluronan and non-collagenous proteins, causing a weakened tendon that is prone to rupture. These degenerative features have thus far been partially characterised. By identifying the levels and various types of macromolecules present in normal tendons and tendons exhibiting overuse tendinopathy an understanding of the basis of the condition can be determined and possible ways of preventing or ameliorating tendon degeneration can be considered. The terms overuse tendinopathy and pathological tendon will be used interchangeably throughout this study. This literature review will attempt to define and characterise the structural and functional properties of tendon and will discuss the current literature regarding the levels, types, synthesis and catabolism of macromolecules present in the extracellular matrix of tendons and also attempt to define and characterise the pathological aspects of overuse tendinopathies. Chapter Two of this thesis will dictate the materials and methodology used in these studies. Chapters Three, Four and Five will present the results of this thesis. Finally, chapter Six will include the discussion and discuss any limitations and future considerations. 1.1 Synovial Joint Joints are articulations found between adjacent parts of bone that allow controlled frictionless movement (for review see; Mankin Radin, 1997). In the human body there are three different types of joints and these are grouped according to the type of movement they make. They include the freely movable joints (synovial joints; i.e., most joints of the extremities such as the knee joint), slightly movable (cartilaginous joints; i.e., the vertebrae and ribs) and those that are immovable (fibrous joints; i.e., the skull). The majority of the joints found in the human body are synovial joints (for review see; Mankin Radin, 1997). There are six different types of synovial joints including the ball-and-socket joints, hinge joints, saddle joint, pivot joint, gliding joints and condyloid joints. A synovial joint contains a joint cavity that is enclosed by a fibrous capsule linking the adjoining bones. This joint capsule is lined by a synovial membrane that secretes a lubricating and nutritious fluid called synovial fluid that is rich in albumin and hyaluronan. The surface of each bone is typically covered with articular hyaline cartilage or in some circumstances fibrocartilage. In addition, the joint capsule is supported by accessory structures such as tendons and ligaments, which provide stability to the synovial joint (Sledge et al., 2001). 1.1.1 Articular Cartilage Articular cartilage covers the adjoining ends of bones in joints and has a white colour (for review see; Mankin Radin, 1997). It is a tissue that is devoid of blood and nerves and provides a wear resistant surface with low frictional properties for the joint and attains its nutrients via diffusion from the synovium into the synovial fluid (for review see; Mankin Radin, 1997). Furthermore, articular cartilage is resilient and flexible. This allows articular cartilage to withstand large compressive and tensile forces as well as allowing it to distribute load on subchondral bone during joint loading (Kempson, 1980) even though it is only a few millimetres thick (Hardingham, 1998). Its biomechanical properties are dependent on the structural composition of the extracellular matrix, which is comprised of water (70-80%), collagens (predominantly Type II collagen), proteoglycans (predominantly aggrecan) and non-collagenous proteins (Kuettner et al., 1991; Poole, 1997). The predominant cell type present in articular cartilage is called the chondrocyte. These cells are responsible for the maintenance, synthesis and degradation of all the extracellular matrix components (Kuettner et al., 1991; Buckwalter Mankin, 1998). Mature articular cartilage can be divided up into four zones including the superficial (tangential) zone, the middle (transitional) zone, the deep (radial) zone and the zone of calcified cartilage (Huber et al., 2000). The organisation and composition as well as mechanical properties of the extracellular matrix varies within these zones. The deeper zones have high proteoglycan levels and low cellularity whereas the more superficial zones contain low proteoglycan levels and increased cellularity (Aydelotte et al., 1988; Buckwalter Mankin, 1998). 1.1.2 Joint Capsule and Ligament The joint capsule is a fibrous connective tissue that is attached to the skeletal parts of a joint beyond their articular surfaces. The principal function of the joint capsule is to seal the joint space and to supply stability by limiting movement (for review see; Mankin Radin, 1997). Most joint capsules are strengthened by ligaments. Ligaments act together with the joint capsule and the peri-articular muscles to provide stability to the joint preventing excessive movements. They permit free movements when lax, but can stop unwanted movements when tight by virtue of their high tensile strength. Occasionally joint capsules are strengthened by tendons, such as the extensor tendon in the finger joint. The joint capsule and ligaments proceed to hold the bones together and to guide and limit joint movements. Ligaments attach one bone with another bone and have a limited vascular and neural supply which enable them to repair relatively well after damage (Bray et al., 1990). The knee joint is a good example of different types of ligaments. The medial collateral ligament fuses with the joint capsule, and the cruciate ligaments and the lateral collateral ligament, which are both completely independent of the joint capsule. 1.1.3 Synovial Membrane The synovial membrane (synovium) lines the non-articular surfaces of a joint such as the joint capsule and ligaments, and is responsible for secreting and absorbing synovial fluid, which contains hyaluronan (Mason et al., 1999). Synovial fluid lubricates the joint and provides at least partly for the nutrition of articular cartilage, invertebral discs and menisci. The synovial extracellular matrix acts as a scaffolding to support synoviocytes and plays an important role in cell migration and differentiation. It is mostly composed of collagen particularly Type III collagen, with smaller amounts of proteoglycans such as decorin and biglycan (Mason et al., 1999), non-collagenous proteins such as fibronectin, elastin and lamina, hyaluronic acid as well as lipids, serum proteins and electrolytes (Hirohata Kobayashi, 1964). The synovial membrane has only been detected in vertebrate animals (Henderson Edwards, 1987). Furthermore, synovial tissue is not arranged into discrete layers, but rather represents a continuum from surface to deep zones. The extracellular matrix of the synovial membrane varies in composition from its surface to its deep zones (Hirohata Kobayashi, 1964). 1.1.4 Tendon Tendons are dense fibrous connective tissues found between muscles and bones (for review see; Benjamin Ralphs, 1997). The primary role of tendon is to absorb and transmit force generated by muscle to the bone to provide movement at a joint. In addition tendons operate as a buffer by absorbing forces to limit muscle damage. Each individual muscle has two tendons, one that is proximal and the other distal. The attachment of the proximal tendon of a muscle to bone is called a muscle origin and that of the distal tendon an insertion. A normal tendon has a bright white colour and a fibroelastic texture and enables resistance to mechanical forces. Tendons come in many shapes and this is most likely due to their function, they can be round or oval in cross section or they can come in the form of flattened sheets, fan shaped, ribbon shaped or cylindrical in shape (for review see; Benjamin Ralphs, 1997). In a muscle like the quadriceps which creates strong forces the tendons are short and broad, while those that are involved in more delicate movements like the finger flexors, long and thin tendons are present (Kannus, 2000). Tendons are arranged in a hierarchical fashion (see Figure 1.1). A group of collagen fibres form a primary fibre bundle or subfascicle; this is the basic unit of tendon. A group of subfascicles form secondary bundles or fascicles, which form tertiary bundles constituting the tendon as a whole. The primary, secondary and tertiary bundles are encased in a thin connective tissue reticulum called the endotenon (Elliott, 1965; Kastelic et al., 1978; Rowe, 1985). The endotenon carries blood vessels, nerves and lymphatics to deeper areas of the tendon (Elliott, 1965; Hess et al., 1989). The whole tendon is surrounded by an epitenon, which is a dense fibrillar network of collagen (Jozsa et al., 1991). The epitenon is contiguous with the endotenon and like the endotenon is rich in blood vessels, nerves and lymphatics (Hess et al., 1989). Many tendons are surrounded by a connective tissue called the paratenon. Paratenon allows free movement of the tendon against the surrounding tissues (Schatzker Branemark, 1969; Hess et al., 1989). The myotendinous junction is the site of union with a muscle, and the osteotendinous junction is the site of union with a bone (Kannus, 2000). In tendon, blood vessels represent between 1-2% of the entire extracellular matrix (Lang, 1960; Lang, 1963). Some blood vessels may originate from the perimysium at the musculotendinous junction and blood vessels from the osteotendinous junction (Schatzker Branemark, 1969; Carr Norris, 1989; Clark et al., 2000). At rest, rabbit tendons have been shown to have blood flow of around one-third that of muscle, and it is known that blood flow in tendon increases with exercise and during healing in animals (Backman et al., 1991). The oxygen consumption of tendons is 7.5 times lower than that of skeletal muscles (Vailas et al., 1978). 1.1.5 Tendon Extracellular Matrix The major cell type present in tendon is the fibroblast (also known as tenocytes; Ross et al., 1989; Schweitzer et al., 2001; Salingcarnboriboon et al., 2003), which are embedded within an extracellular matrix (see Figure 1.2). These cells are sparsely distributed, comprising only 5% of the dry weight of adult tendon (Ross et al., 1989; Schweitzer et al., 2001; Salingcarnboriboon et al., 2003). These cells lie in longitudinal rows and have many cell extensions that extend into the extracellular matrix (McNeilly et al., 1996). Fibroblasts are responsible for the synthesis and degradation of all the macromolecular components that make up the extracellular matrix of tendon, including the most abundant macromolecule present in tendon, collagen, as well as proteoglycans, hyaluronan and non-collagenous proteins (Vogel Heinegard, 1985; Curwin, 1997; O’Brien, 1997). The extracellular matrix is made up of parallel bundles of collagen aligned longitudinally (60-85% of tendon dry weight) associated with elastin fibres which constitutes approximately 1-2% of the dry weight of tendon (Tipton et al., 1975; Hess et al., 1989; Jozsa et al., 1989; Curwin, 1997; Kirkendall Garrett, 1997; O’Brien, 1997). Tendon consists of 55-70% water, most of which is associated with proteoglycans in the extracellular matrix (Elliott, 1965; Vogel, 1977; Merrilees Flint, 1980; Riley et al., 1994b; Vogel Meyers, 1999). The proteoglycan content of tendons is approximately 1% of dry weight of tendons (O’Brien, 1997).Water and proteoglycans have important lubricating and spacing roles in tendons that allow collagen fibres to glide over one another (Amiel et al., 1984). The structure, composition and the organisation of the tendon matrix is crucial for the physical properties that tendons posses (Riley, 2004). The collagen component gives tendon its great tensile strength (Scott, 2003) whereas it is the proteoglycan component of the tendon matrix that enables tendons to withstand compressive load (Schonherr et al., 1995), while elastin fibres increase tendon extensibility (Scott, 2003). 1.1.6 Tendon cells The cell population of tendon has so far been poorly characterised (for review see; Riley, 2000), the majority of tendon cells have the appearance of fibroblasts (also known as tenocytes) and constitute about 90-95% of the cells present in tendon (Ross et al., 1989; Schweitzer et al., 2001; Salingcarnboriboon et al., 2003). The remaining 5% to 10% of cells present in tendon are chondrocyte-like cells (fibrochondrocytes), which are mostly present in the fibrocartilaginous regions of tendon where tendon attaches to bone. Also present in tendon are some mast cells, capillary endothelial cells, smooth muscle cells and nerve cells (Hess et al., 1989; Jozsa Kannus, 1997). Fibrocartilage cells are large and have an oval shape and they are often packed with intermediate filaments (Merrilees Flint, 1980; Ralphs et al., 1991). Tendon cells are linked to one another via gap junctions (McNeilly et al., 1996; Ralphs et al., 1998), allowing cell-to-cell interactions (McNeilly et al., 1996). Fibroblasts have a branched cytoplasm surrounding an elliptical, speckled nucleus. The rough endoplasmic reticulum and the Golgi apparatus are well developed with few mitochondria in the cytoplasm (Ippolito et al., 1980; Moore De Beaux, 1987). Like other connective tissue cells, fibroblasts are derived from mesenchyme. It is believed that in tendon there are a small number of mesenchymal stem cells that have the ability to differentiate into chondrogenic, osteogenic and adipogenic cells if the conditions allow (Salingcarnboriboon et al., 2003). Tendons have been shown to respond to mechanical load by modifying their extracellular matrix (Banes et al., 1988; Ehlers Vogel, 1998; Buchanan Marsh, 2002; Lavagnino Arnoczky, 2005). Tendon cells receive their vascular supply from the surrounding paratenon. Tendons were once considered almost static and unable to participate in repair. However, the activity of tendon cells has been shown to be active throughout an individual’s life as they express various matrix components (Chard et al., 1987; Ireland et al., 2001; Riley et al., 2002). Regional differences in cell morphology and activity exists in tendons, synovial-like cells that are found in the endotenon and epitenon surround the main fibre bundles (Banes et al., 1988). A greater proliferative capacity and a different matrix synthetic activity is characteristic of these synovial-like cells compared to the fibroblasts within the fibres, and are the first cells to respond following acute tendon injury (Gelberman et al., 1986; Banes et al., 1988; Garner et al., 1989; Gelberman et al., 1991; Khan et al., 1996b). Tendon Extracellular Matrix Macromolecules The following section will discuss the major extracellular matrix proteins and their roles in tendon. This will include the major constituent of tendon, collagen, the small and large proteoglycans and the non-collagenous proteins as well as hyaluronan. This section will also discuss the synthesis of collagens, proteoglycans and hyaluronan. 1.2.1 Collagens Collagen is the most copious protein present in the extracellular matrix of connective tissues and accounts for approximately 90% of the total protein of tendons, or 65% to 75% of the dry weight of tendons (von der Mark, 1981; O’Brien, 1992). There are currently 28 different collagen types (numbered I-XXVIII) present in vertebrates with at least 42 different alpha chains (Veit et al., 2006) with this number continuing to mount (Brown Timpl, 1995; Aumailley Gayraud, 1998). Collagen molecules can be defined as an extracellular protein that contains at least one triple helical domain (van der Rest Bruckner, 1993). Collagen provides the tendon with its structural integrity as well as assisting in various physiological functions. Collagen consists of three polypeptide alpha chains, which combine to form a homotrimer (three identical alpha chains) or a heterotrimer (two or three different alpha chains). Covalent bonds known as collagen cross-links develop between individual collagen molecules in a collagen fibre (Eyre et al., 1984; Bailey et al., 1998; Bailey, 2001; Brady Robins, 2001). The collagen arrangement gives tendon its great tensile strength. Cross-links are formed from a pathway of different chemical reactions that result in divalent cross-links that join two polypeptide chains, to multivalent, i.e. tri- or even tetravalent, cross-links (Bailey Lapiere, 1973; Eyre et al., 1984). These cross-links come about from enzymatic modification of lysine or hydroxylysine residues by the copper-dependent enzyme lysine oxidase (Robins, 1988). Collagens are divided into two subgroups, the fibrillar and non-fibrillar collagens. Non-fibrillar collagens can be further divided into seven subfamilies including microfibril collagens, fibril-associated collagens with interrupted helices (FACIT) collagens, network collagens, MULTIPLEXIN collagens (proteins with multiple triple helix domains and interruptions), basement membrane-associated collagens, transmembrane-associated collagens and epithelium-associated collagens (von der Mark, 1999). The non-fibrillar collagens present in tendon include Types IV, VI, IX, X, XII and XIV (von der Mark, 1999). The fibrillar collagens present in tendon include, Types I, II, III, V and XI (Kielty et al., 1993; Kadler et al., 1996; Fukuta et al., 1998; von der Mark, 1999). The fibrillar collagens contain a continuous triple helix domain, 300 nm in length, capable of undergoing the staggered, lateral associations required to form fibrils (Mayne, 1997). The resulting fibrils provide the structural support for tissues. All the fibril-forming collagens have a similar structure and size, being composed of a large, continuous central triple-helical domain (COL1) of approximately 1000 amino-acid residues Collagen Type Structure type Distribution Function I Fibril forming Occurs in most tissues, tendon, bone, skin etc Main component of tendon, skin, bone, dentin, cartilage, ligament etc II Fibril forming Hyaline cartilage, invertebral disc Restricted to fibrocartilage; forms less-organised meshwork III Fibril forming Vessels, kidney, liver, skin, tendon Normally restricted to endotenon; forms smaller less organised fibrils IV Forms meshwork Basement membranes, tendon Basement membrane of tendon blood vessels V Fibril forming Skin, bone Core of Type I collagen fibril forms template for fibrillogenesis VI Beaded filaments Vessels, skin, intervertebral disc Cell associated found in seams between fibrils VII Epithelial-associated Dermoepidermal junction Forms anchoring fibrils in the skin VIII Microfibril Descements membrane in the cornea Forms a lattice IX FACIT Hyaline cartilage, vitreous humour, tendon Cell and matrix interactions with Type II collagen fibril surface X Forms meshwork Growth plate, tendon Restricted to insertion fibrocartilage XI Fibril forming Hyaline cartilage Core of Type II collagen fibril forms template for fibrillogenesis XII FACIT Embryonic tendon and skin, periodontal ligament Mediates cell/matrix interactions with Type I collagen fibril surface XIII Transmembrane Endothelial cells Adhesion of cells to basement membranes XIV FACIT Foetal skin, tendon Mediates cell/matrix interactions with Type I collagen fibril surface XV Multiplexin Blood vessels Stabilizes skeletal muscle cells and microvessels XVI FACIT Skin, Cartilage XVII Transmembrane Skin, cornea, lung Connects epithelial cells to the matrix XVIII Multiplexin Endothelial cells, liver, eye Needed for normal development of the eye XIX FACIT Basement membranes Forms radially distributed aggregates XX FACIT Corneal epithelium, skin, cartilage and tendon Binds to collagen fibrils XXI FACIT Many tissues Matrix assembly of vascular networks in blood vessel formation XXII Fibril forming Tissue junctions Interacts with components of microfibrils XXIII Transmembrane Metastatic tumour cells, heart retina Cell adhesion, Binds to heparin XXIV Fibril forming Expressed in tissues containing Type I collagen Developing bone and cornea Regulating Type I collagen fibrillogenesis XXV Transmembrane Neurons May play a role in adherens junctions between neurons XVI Testis and ovary of adult tissues Development of the reproductive tissues XVII Fibril forming Cartilage, ear, eye and lung Unknown XVIII Basement membranes around Schwann cells in the peripheral nervous system. Unknown flanked by a variable amino-terminal domain of about 50-520 amino acid residues and a highly conserved non-triple-helical carboxyl-terminal domain of about 250 amino acid residues (for reviews see; Kielty et al., 1993; Fichard et al., 1995; Pihlajaniemi Rehn, 1995; Prockop Kivirikko, 1995; Bateman et al., 1996). The amino- and carboxyl-terminal extensions are commonly referred to as amino- and carboxyl- propeptides, respectively. The C-propeptide is called the NC1 domain, whereas the amino-propeptide is divided into sub-domains. The first is a short sequence (NC2) that links the major triple helix to the minor one (COL2) and a globular amino-terminal end (NC3) that shows structural and splicing variations. Collagen Types II, IX, X and XI (Fukuta et al., 1998) are present at specific sites within the fibrocartilage region of tendon, found at the bone insertion and where the tendon is subjected to shear forces or compression (Fukuta et al., 1998; Waggett et al., 1998). Collagen Types II, IX, X and XI were once thought to occur only in cartilage (Visconti et al., 1996; Fukuta et al., 1998; Riley, 2000). It has now been shown that these collagens are found in the fibrocartilaginous regions of tendon, which wraps under bone. Their presumed function is to help resist compression and shear forces at these sites (Visconti et al., 1996; Fukuta et al., 1998; Waggett et al., 1998). Collagen also plays an important role in attaching tendons to bone. Where the tendon attaches to bone, tendons commonly widen and give way to fibrocartilage, a transformation where the aligned fibres originating from the tendon are separated by other collagen fibres arranged in a three dimensional network surrounding rounded cells (Liu et al., 1995). This arrangement helps to transmit tensile forces onto a broad area and reduces the chance of failure under excessive loading. The following review will focus on the collagens that are known to exist in tendon; this includes collagen Types I-VI, IX-XII and XIV. 1.2.1.1 Type I Collagen Type I collagen is the predominant and most studied collagen type present in the extracellular matrix of tendon, ligament and bone representing approximately 95% of the total collagen content or 60% of the tendon dry weight (Evans Barbenel, 1975; von der Mark, 1981; Riley et al., 1994b; Rufai et al., 1995). It is synthesized by a number of cell types such as fibroblasts, osteocytes and odontoblasts. Type I collagen consists of two ÃŽ ±1(I) chains and a shorter ÃŽ ±2(I) chain (Kielty et al., 1993), these two chains are products of separate genes and are not a posttranslational modification of a single molecule (for review see; Kivirikko Prockop, 1995). The two ÃŽ ±1(I) and one ÃŽ ±2(I) chains of a monomer of Type I collagen are primarily comprised of approximately 338  repeating tripeptide sequences of Gly-X-Y in which X is frequently proline and Y is frequently hydroxyproline (OHPr). The ends of the ÃŽ ±1(I) and one ÃŽ ±2(I) chains consist of short telopeptides of between 11-26 amino acids per chain. In longitudinal sections, the monomers are arranged in fibrils in a head-to-head-to-tail orientation. Each Type I collagen molecule consists of a long central helical region with a short non-helical domain on both the amino- and carboxyl-terminal ends. In tendon, the Type I collagen-containing fibril, organized into fibres (fibril bundles), is the major element responsible for structure stabilization and the mechanical attributes of this tissue. The fibril contains collagen molecules assembled into a quarter-staggered array, and this striated fibril has a 67 nm periodicity (for review see; Kadler et al., 1996; Orgel et al., 2006). Each alpha chain consists of a repeating triplet of glycine and two other amino acids marked as (Gly-X-Y)n. It is the glycine residues located in every third position that makes it possible for the three alpha chains to coil around the other. It has a molecular weight of 290 kDa. When viewing collagen fibrils under the light microscope they have a crimped appearance, during tendon loading the crimp stretches and the fibrils become aligned, and after loading the crimp will reappear, this is an important elastic component that tendon possesses (O’Brien, 1992). The Type I collagen ÃŽ ± chains contain approximately 290 residues of OHPr per molecule. Proline and OHPr constitute 20% to 25% of all amino acid residues of Type I collagen. The parallel arranged bundles formed by the Type I collagen fibrils gives tissues a high tensile strength with limited elasticity, and therefore is suitable for force transmission. The Type I collagen molecule has the ability to form microfibrils (filaments) as well as larger units of the fibrils or fibres (for review see; Kivirikko Prockop, 1995). The diameter of the collagen fibril is usually between 20 nm and 150 nm but can range up to 300 nm, this depends on the stage of development (Dyer Enna, 1976; Jozsa et al., 1984; Fleischmajer et al., 1988). 1.2.1.2 Type II Collagen The homotrimeric Type II collagen molecule was first discovered in cartilage by Miller and Matukas in 1969 who extracted collagen from cartilage in an experiment that involved pepsin digestion. Type II collagen, although most commonly found in articular and hyaline cartilage is also expressed in tendon particularly around the fibrocartilaginous region and consists of three identical ÃŽ ±1(II) chains (Eyre et al., 1992) which forms a meshwork structure that gives Type II collagen the ability to entrap the negatively charged proteoglycan molecules, thereby resisting the swelling pressure of proteoglycans. Each Type II collagen chain has a molecular weight of approximately 95 kDa. The entire collagen Type II molecule is shaped like a thin rod and is 300 nm long and 1.5 nm wide and has a total combined molecular weight of 295 kDa. This molecule is essential in connective tissues that are subjected to compression such as tendon and articular cartilage. Type II collagen molecules consists of a long central helical region flanked at its amino- and carboxyl-terminus by short non-helical regions termed amino and carboxyl telopeptides (Eyre et al., 1992). As with all fibrillar collagens, Type II collagen molecules are arranged in a quarter-staggered array to form collagen fibrils. Lateral associations of these collagen fibrils forms collagen fibres (Mayne, 1997). In tendon, collagen Types IX and XI as well as the proteoglycans decorin, fibromodulin and lumican inhibit collagen Type II fibril formation reducing fibril thickness (Vogel et al., 1984; Hedbom Heinegard, 1989; Hedbom Heinegard, 1993). 1.2.1.3 Type III Collagen Type III collagen is the second most abundant collagen present in tendon, representing up to 10% of the total collagen content in various tendons (Hanson Bentley, 1983; Riley et al., 1994b). Type III collagen is a thin collagen fibre consisting of three ÃŽ ±1(III) chains with a molecular weight of 290 kDa. In tendon most Type III collagen is found in the endotenon and epitenon (Duance et al., 1977), and is also found in between Type I collagen fibril bundles in aging tendons and at the insertion (Kumagai et al., 1994). It can also be found in skin, blood vessels, ligament and internal organs such as the gastro-intestinal tract but is not found in bone (Epstein Munderloh, 1978; McCullagh et al., 1980; Amiel et al., 1984). It strengthens the walls of hollow structures like the intestines and uterus. The fibrils of Type III collagen have a generally thinner diameter compared with Type I collagen fibrils (Lapiere et al., 1977; for review see; Kadler et al., 1996), however the triple helical domain is longer in length being composed of 340 amino acid repeats compared to 338 amino acid repeats in Type I collagen. In the early repair of the injured tendon, Type III collagen fibrils are quickly synthesized to restore strength and elasticity (Williams et al., 1984; Dahlgren et al., 2005). However, the fibrils do not have the same tensile strength quality as Type I collagen and so lack the functional properties needed in a tendon experiencing maximal load. The repair processes continues with Type III fibrils slowly being replaced by Type I collagen fibrils in an attempt to normalize the properties of the tendon (Duance et al., 1977; Williams et al., 1984; Dahlgren et al., 2005). Type III collagen contains high levels of OHPr and glycine. It has been reported that these high levels of glycine may cause localised helix instability resulting in increased susceptibility to proteolytic cleavage and rapid turnover of the extracellular matrices containing this collagen (Linsenmayer, 1991). The frequency of Type III collagen is considered to be an indicator of tissue age, and is common in the early stages of healing and scar tissue formation where it provides mechanical strength to the matrix (Burgeson Nimni, 1992). 1.2.1.4 Type IV Collagen The non-fibrillar collagen, Type IV (Bailey et  al., 1979), is a basement membrane-associated collagen (Light Champion, 1984) composed of triple helical isoforms consisting of six genetically distinct chains [ÃŽ ±1(IV) to ÃŽ ±6(IV)]. Each chain is characterised by a long collagenous domain of approximately 1400 amino acid residues of Gly-X-Y repeats, that are interrupted at several sites by a short non-collagenous sequence and approximately 15 amino acid residue non-collagenous amino-terminus, and an approximately 230 amino acid residue non-collagenous domain at the carboxyl-terminus (Mayne, 1997). Type IV collagen has been reported to represent approximately 2% of the total collagen content of tendon (Ahtikoski et al., 2003). Unlike the fibrillar collagens discussed so far this collagen does not form fibrillar aggregates but are directly incorporated into the basement membrane without any prior excision of the pro-peptide extensions. Type IV collagen is found uniquely in the basement membrane of tendon blood vessels (von der Mark, 1981) where it forms a key structural compo