Assignment 3 Buyers Behavior Example | Topics and Well Written Essays - 500 words

3 Buyers Behavior - Assignment Example Marketing, understanding the customers would help an organization to develop and distribute its products at the right places and appropriate prices (2014). Therefore, understanding of the organization’s customers, regardless of if it is small or large, is an essential factor towards the financial success of the company. Both the consumers and businesses have specific patterns that can enable an individual to determine the buying behaviors. There are various steps, both for the business and customers, which determine how well their buying behaviors are. Adopting an appropriate buying behavior for the business will ensure that the customer will the product that they need at the right place and at the right time. There are various steps that a typical business or organization will go through when purchasing its products. In summary, the business should first identify the existing need or problem among the available customers. This would help it to determine how they will be able to meet those needs. Secondly, the business should develop product specification to determine what specific products will meet their needs. The search for products and the supply points is the third step in the purchasing process. This can be achieved through ways such as exhibitions, the company’s sales force, and other advertising ways that can provide relevant valuable information. Fourth, the business can now be ready to place an order, after which the management would evaluate the performance of the product and supplier. After all these steps, the business should follow on the purchase made, since the first purchase should not be viewed as merely a one of a time purchase, but as the beginning of a long te rm business relationship. Likewise, Shah points out that there are several processes that are involved in the determination of the consumer behavior (2015). Primarily consumers would tend to look at the commodities that they would like to consume after which they will tend to select

Analysis of L'oreal advertisement campaign Assignment

Analysis of L'oreal advertisement campaign - Assignment Example The primary target market of L’Oreal products is the females all over the world who wants to look good and beautiful. The company offers several product ranges and communicate the same message through all mediums. In reference to the analysis of the advertisements, recent advertisement campaign of the ‘Elvive’ staring Cheryl Cole. For this purpose different print advertisements along with the storyboard or screenshots of the television advertisements have been explored and investigated on the criteria of different consumer behaviour models and theories. ANALAYSIS OF THE ADVERTISEMENT OF L’OREAL: L’Oreal has been using the same method or technique of attracting customers through all their advertisements. Company has Most of the common methods used by the company for promoting their brands to the target market are: 1. celebrity endorsement 2. creating beauty appeal 3. communicating benefit 4. supporting this benefit with a scientific claim 5. iconograp hy Celebrity Endorsement: Celebrity endorsement is used by the company in order to directly influence the purchase decision making process of the customers. It is a general perception that consumers tend to believe the message conveyed through some popular or famous personality. This technique is used by L’Oreal in order to effect the phase of evaluating different alternatives and making the final decision. Celebrity Endorsement is used by the company as a surrogate indicator. Surrogate indicator is one which is used by the consumers in order to analyse and interpret the level of quality of the product (Neal, Quester, & Hawkins, 2004). Creating Beauty Appeal: Being a cosmetic company and dealing beauty related products, L’Oreal has always focused on creating a... This "Analysis of L'oreal advertisement campaign" essay outlines L'oreal's primary target market and its technique of attracting customers. Celebrity endorsement is used by the company in order to directly influence the purchase decision making process of the customers. It is a general perception that consumers tend to believe the message conveyed through some popular or famous personality. This technique is used by L’Oreal in order to effect the phase of evaluating different alternatives and making the final decision. Celebrity Endorsement is used by the company as a surrogate indicator. Surrogate indicator is one which is used by the consumers in order to analyse and interpret the level of quality of the product . Being a cosmetic company and dealing beauty related products, L’Oreal has always focused on creating a beauty appeal in all its advertisements. Advertisements of the company are based on the perception that the products offered by L’Oreal can make the person beautiful like the celebrity in the advertisement. In this way L’Oreal tries to cater to the social needs of the consumers including the need of belongingness. L’Oreal is aware of the fact that one of the most important elements of a successful advertisements is that it communicates the benefit to the target consumers. In this way the company is able to create positive perception in the mind of the consumers about the product being advertised. L’Oreal advertisements communicate the promises about the benefits and attributes which are important for the customers.

How does advertising treat convenience as necessity Research Paper

How does advertising treat convenience as necessity - Research Paper Example The major part of the revenue put aside for marketing is spent on popularizing the product through mass media ads. Print media ads and TV channel ads have emerged into internet and mobile ads in the past decade. Most of these commercials are created by extremely creative people, who are capable of creating non existing desires. Men have lived on this earth for millions of years. But, only after the advent of advertisements did he realize he cannot live without credit cards. Purpose of the study The purpose of this study is to analyze the subliminal messages some of the famous commercials give out. Our aim is to create awareness among the users about the dangers of uncontrolled consumerism. What seems like a simple pleasure might be a poisonous inject into the strong economic root of a country. And the most disturbing part is the governments, citizens and the entrepreneurs extend their full fledged support to this making convenience a necessity advertising policy, without any idea of the future consequences. Companies spend millions of dollars every year on such ads instead of improving the quality of their products and the lifestyle of their workmen. Even great companies which followed this strategy like Nokia have come to a standstill point where they don’t have any more to spend. They are trying hard to come out of debt now, wondering why they wasted so many millions on commercials instead of paying their debt interests on time. With problems galore, can Middle East survive another â€Å"catch bee with vinegar† type attack on its culture and economy? Literature Review Consumerism is a single word. When we analyze the roots of this practice, it reaches back to colonialism and the post world war period. Whether we like to agree or... This essay "How does advertising treat convenience as necessity?" outlines in detail how such a trance is created through visual media in an exceptional way, taking the Middle East Media as background. People who grew up in the Middle East will never forget the NIDO commercial with the tagline â€Å"NIDO - For The Golden Growing Years†. The divine mother-son sentiment was captured wonderfully in that half a minute commercial. However, the subliminal message it portrays is questionable. A luxurious milk supplement is shown as an important object of necessity which accompanies the child throughout its growth. What do such ads do? They inspire a mother to feed the baby with this product instead of the normal cow’s milk, a much cheaper and healthier product. Similarly there is the famous Close up ad featuring lemon and mint as two characters. The beauty and comical nature of the advertisement is mind blowing. The humorous romance ends with the note â€Å"love is sweet but Close up is sweeter†. This advertisement is every person’s heartthrob. The way it is portrayed lightens our mind, no matter how tensed we are. Again the subliminal message the ad portrays is the best example of how the advertising field transforms a simple paste into something as necessary as love. One Zain telecoms recent ad, features people from different countries of the Middle East like Egypt, Lebanon, Arabia and Dubai. The visuals are stunning, captured in HD camera showing the actions of various people in slow motion.

Underground Railroad Essay Example | Topics and Well Written Essays - 500 words

Underground Railroad - Essay Example These were groups that were against slavery and they felt that there was a need to come up with more effective measures to end this vice. The idea was actualized in 1838 with a well organized Underground Railroad having been developed. Robert Purvis was on the helm of this idea. Through the directions that were provided by the agents, thousands of slaves were able to escape from their masters. These Underground Railroads composed of mainly the back roads, swamps, caves, forest, rivers, etc. These well developed routes made it hard for the masters to recapture the escapees. As a result, many masters felt that there was no need to purchase more slaves only for them to escape using these well developed networks. Therefore, the notion that slave-trade was a loss making business played a significant role in reducing the magnitude of the trade (Peterson 35). The reason is that the demand for slaves reduced drastically after thousands of slaves escaped from their masters.The Underground Rai lroad actualized the campaign by the abolitionist that slave trade was immoral. Slaves who used these routes were put in safe places such as homes and churches where they could eat before embarking on the journey to freedom to as far as Canada. This aspect encouraged many slaves to attempt to escape, an aspect that made it hard for the masters to keep these slaves in their farms. This increased the interests of the masters towards paid labor or the use of machineries which were more predictable.

Emily Grierson Essay Example for Free

Emily Grierson Essay The object of fascination in the story. An eccentric recluse, Emily is a mysterious figure who changes from a vibrant and hopeful young girl to a cloistered and secretive old woman. Devastated and alone after her father’s death, she is an object of pity for the townspeople. After a life of having potential suitors rejected by her father, she spends time after his death with a newcomer, Homer Barron, although the chances of his marrying her decrease as the years pass. Bloated and pallid in her later years, her hair turns steel gray. She ultimately poisons Homer and seals his corpse into an upstairs room. Colonel Sartoris A former mayor of Jefferson. Colonel Sartoris absolves Emily of any tax burden after the death of her father, which later causes consternation to succeeding generations of town leaders. Tobe Emilys servant. Tobe, his voice supposedly rusty from lack of use, is the only lifeline Emily has to the outside world and he cares for her and tends to her needs. After her death, he walks out the back door and never returns. Judge Stevens A mayor of Jefferson. Eighty years old, Judge Stevens attempts to delicately handle the complaints about the smell emanating from the Grierson property. To be respectful of Emily’s pride and former position in the community, he and the aldermen decide to sprinkle lime on the property in the middle of the night. Homer Barron A foreman from the North. Homer is a large man with a dark complexion, a booming voice, and light-colored eyes. A gruff and demanding boss, he wins many admirers in Jefferson because of his gregarious nature and good sense of humor. He develops an interest in Emily and takes her for Sunday drives in a yellow-wheeled buggy. Despite his attributes, the townspeople view him as a poor, if not scandalous, choice for a mate. He disappears in Emilys house and decomposes in an attic bedroom after she poisons him. PART 2 1. The metaphor used to describe Emily in the first paragraph was a fallen monument. 2. The house is given a personality in the second paragraph in this way, lifting its stubborn and coquettish decay . 3. Colonel Sartoris had the idea of and helped abate the taxes on the Grierson property. 4. Mailed her the tax papers. 5. Small, fat woman; short, spare skeleton, bloated and pallid; eyes like lumps of coal in dough of her face. 6. 32 years. 7. A bad smell; He explained that the smell was the result of a dead snake or rat that the servant had killed. 8. She told the ladies who called on her that he was not dead for three days. 9. Homer Barron , he runned a construction company. 10. Miss Emily Griersons neighbors in Jefferson were mystified with her sudden coupling with newcomer Homer Barron. They cant believe Emily would be interested in a common Yankee. 11. We learned that Miss Emily had been to the jewelers and ordered a mans toilet set in silver, with the letters H. B. on each piece. Two days later we learned that she had bought a complete outfit of mens clothing, including a nightshirt, and we said, They are married. We were really glad. We were glad because the two female cousins were even more Grierson than Miss Emily had ever been. 12. He was let into Emilys kitchen door at dusk one evening. 13. They spinkled lime because of a foul smell emanating from the house. 14. They find Homers corpse on the bed and they realize that the space next to him has been used, and they find one of Emilys gray hairs on the pillow. 15. Homer Baron was murdered and on the other pillow was some grey hair from Miss Emily.

Barriers to Sustainable Construction Contractors

Barriers to Sustainable Construction Contractors Abstract: This research aims to investigate Sustainable Construction barriers implementation to SMEs (Small and Medium sized Enterprises) in the UK. The undertaken investigation mostly emphasises the Production/Construction phase, referred to as the RIBA Plan of Work Stage K. Research shows that barriers to the implementation of Sustainable Construction were most prominent during this stage. Through an extensive literature review the main barriers presenting themselves to SMEs have been identified at the beginning of this stage of investigation. Later, these barriers will be questioned through the investigation of the literature acquired and the most noteworthy will be scrutinized in greater detail. There were found to be six key barriers to be considered while implementing Sustainable Construction Techniques in the Production/Construction phase of a project, these are as follows: Cost Time People Technology Market Legal Even though progress in the UK construction industry as a whole is showing great potential and is showing a steady line of progression (however still lagging behind other European countries such as France, Germany and Spain), implementation by SME construction firms is limited and poor. This is mainly due to the fact that sustainable construction is considered to be expensive, complicated and time-consuming. It needs greater support from every party involved including clients, suppliers, sub-contractors, government and local authorities to achieve the goal of satisfactory implantation. Introduction As the construction industry is such a main contributor to the economy of the UK, contributing 10% of UK GDP (Gross Domestic Product) and employs 1.5 million people, the environmental impact of the industry is extraordinary; contributing 70 million tonnes of waste to landfills and a huge 50% of energy produced is used by this sector. (Addis, B. Talbot, R., 2001: 21) It is estimated that UK SMEs are responsible for as much as 60% of carbon dioxide emissions. (Marshall Report, 1998) It is also estimated that 60% of commercial waste and 8 out of 10 pollution accidents are caused by this sector. (Environment Agency, 2003 Environment Agency, Business survey reveals lack of environmental awareness, Environment Action (2003) (37).Environment Agency, 2003) Studies have found that SMEs tend to have low levels of engagement with environmental agendas. (Hillary, 2000a) Most of the literature available focuses on the larger construction companies (LEs or Large Enterprises), which is why the author hopes to undertake a study of SMEs, particularly general contractors with less than 50 employees. In 2004 the Department of Trade and Industry (DTI) conducted a survey showing that there were 170,000 construction contractors working in the UK and that 93% of this figure employed less than 8 people. Initiatives by the construction SMEs indicate that this group is often ignored and hence, they are under-performed compared to larger construction companies. (Sexton, M.G. Barrett, P.S., 2003a) It is anticipated that the result of this enquiry will help the construction industry to support more medium and small construction firms in the implementation of sustainable techniques and principles suggested by the UK government. This exploration is limited to SMEs which employ 50 people or less, and also to the construction site (known as Stage K, the production/construction phase of a project). Aims and Objectives Aim: How to get SMEs to implement sustainable techniques through managing time, teams and possibly new methods of construction to maximise profit without having to police each individual contractor? Objectives: To discover the most relevant procedures to sustainable construction practices at production and construction phase. To recognize exactly the current level of understanding and implementation, of sustainable construction at the production and construction phase of a project. To identify the main barriers in incorporating sustainable construction and embracing new techniques involved in the construction process to SMEs. Facility executives building green for the first time may find that the process requires as much unlearning of old ways as it does learning of new ones. The process of building green forces facility executives to think about the design and construction process in non-traditional ways. From integrated design to commissioning, almost every step of the green building process is heavily focused on how building elements fit together to optimize efficiency and sustainability. The catch is that the process, at least the first time, is more time and cost. While the strategies used may be similar to justifying expenditures in equipment upgrades, justifying processes may be a bit more difficult. Its more difficult to pinpoint specific costs for more hours of design time. There are a few simple sustainable ways of management for a contractor to utilise, and these cost saving measures help to maximise profit, here are some suggestions: Make use of grants or funding available for sustainable construction. Contact your Local Authority or Regional Development Agency about local projects and grants. Employers registered with CITB-Construction Skills can claim Training Plan or Short Duration grant to support sustainability training. Use recycled or sustainable materials whenever possible. Give preference to locally produced products. Crushed concrete and brick can be used to replace primary aggregates and avoid Aggregates Tax. Use timber only from sustainably managed woodland ask for Forest Stewardship Council (FSC) timber. Only order the materials you need and store them safely. Plan ahead when ordering materials. Work with suppliers/manufacturers to minimise and return packaging and pallets. Store materials in a secure and protected area and keep liquids/sands away from drains. Minimise road journeys to and from the site. Use local suppliers wherever possible. Plan deliveries to site: during the day time in residential areas and at night and in city centres. If you have a van, ensure it can carry a variety of small materials to prevent unnecessary trips to suppliers. Separate and recycle waste then dispose of the remainder legally. Separate different types of waste and mark containers clearly. Recycle as much as possible. Use registered waste carriers and keep the paperwork. Avoid causing pollution to land, water or air. Stop uncontrolled water entering or leaving excavations, especially run-off from earth works. Avoid spillages on site and clean up if accidents happen. Dont burn waste materials recycle or dispose of them responsibly. The UK government has urged industries to take on environmental measures on their own accord on the basis that it will be good for business, a qualitative study investigating the environmental procedures of small and medium-sized construction firms found that the views of owner-managers had little resonance with this win-win approach. Respondents might not be aware of the financial returns to be obtained from eco-efficiency processes to be substantial enough to warrant the short-term investment in time and resources required to engage in them. In addition, the market was not indicating that product value could be raised or that clientele could be won by implementing environmental best practice. Respondents consistently highlighted that the enormous competitive pressures on small firms made cost and speed of build the number one priorities whilst environmental management remained a peripheral concern. At the top of the supply chain, architects claimed that whilst lip service was paid to sustainability issues within the industry, there was currently little in the way of environmental design occurring in the UK, and sustainability tended to be a peripheral issue in their own work. Although it was acknowledged that architects should be at the forefront of sustainability, most respondents felt that it was difficult to push an environmental agenda forward because clients tended to be driven by commercial rather than environmental or social concerns. Most architects thus did not promote environmental issues for fear of alienating clients, and environmental designs were only explored if it was expressly asked of them. Overall the builder cannot become environmentally friendly because the client does not want to specify certain techniques to the architect because they think itll cost too much, theyre more interested in the economic side and the architect doesnt want to specify sustainable techniques in case of maybe excluding some clients. These market dynamics were clearly having a knock-on effect down the supply chain as builders perceived a low demand for sustainable buildings and construction methods, and therefore were not incentivised to improve their environmental performance or to differentiate themselves on environmental credentials. Suppliers wont stock things that arent being sought after and that arent being specified. How can the SMEs get these sustainable products then, without maybe having to travel to a specific supplier and look themselves, making it time consuming and not cost effective. Respondents claimed that the usual criteria for choosing products was price, as buying the cheapest equivalent product was one way for builders to squeeze a profit out of tight budgets. Some builders confess that they rarely considered the environmental impacts of materials, and beyond the use of timber from sustainable sources, most were not even aware of which materials might be greener than others. Information about environmental impacts was thought to be difficult and time-consuming to obtain, and many respondents highlighted that building suppliers could do much more to encourage the use of green materials in construction, such as eco-labelling schemes to differentiate products with lower environmental impacts. The key issue for firms in this study was that customers invariably focused on value for money at the expense of environmental concerns. Many architects were of the opinion that there was not much of a business case for sustainable design to present to clients, who were unwilling to pay the premium for a more sustainable building. Respondents highlighted that there was little financial incentive to save energy on site as the mains electricity used was paid for by the client. Some felt that energy efficiency was more of an issue for designers than builders as it was in the end-use of a building that most energy savings could be made. However, most claimed that little was reused (apart from the odd expensive item such as certain slates and metals), because the cost of keeping material was often more than buying it new, once storage and labour costs had been factored in. Also, the used material was usually not quite to the specification required for the next job, so many builders felt that it was just easier and cheaper to throw it away. Recycling was similarly dismissed because of the management and labour time involved in ensuring proper waste separation procedures: It takes too long. It affects the labour. I mean if Ive got 10 labourers on site, Im not going to bring another labourer in just to make sure that copper is over there and plasterboards there and metals over there (Builder 4, 85 staff) Because small firms are typically more concerned with short-term survival than the long-term environmental impacts of their business, eco-efficiency measures may thus be rejected if the pay-back is not perceived to be immediate. Objective 1: To Discover the Most Relevant Procedures to Sustainable Construction Practices at Production and Construction Phase. Following the Egan Report the Government of the UK published Building a Better Quality of Life in 2000. Inside this publication it has been suggested a few key topics for which can be used in the construction industry: The re-use of existing building assets Designing for minimum waste Aiming for lean construction The minimisation of energy in construction Not to pollute Enhance and preserve biodiversity The conservation of water Respect people and the local environment Monitor and report in order to set benchmarks In 2005 the Government published Sustainable Development Strategy, Securing the Future which was a substitute to Building a Better Quality of Life. This proposed the following four key terms: Sustainable communities Natural resources protection and environmental enhancement Climate change and energy Sustainable consumption and production Environmental Impacts: The Environmental Agency tells us that the construction industry is responsible for: Using over 420 million tonnes of material resources Converting 6,500 hectares of land from rural to urban use per annum 13% of all materials delivered to site go into the skip without ever being used. 90 million tonnes of construction and demolition waste (three more waste than all households in the UK combined) Responsible for 21% of UKs hazardous waste 10% of the UKs energy consumption is used in the transport and production of construction products and materials Due to building on flood plains 185,000 commercial properties and 1.85 million residential homes are at risk of flooding and this figure looks set to rise Waste Management: Waste Segregation: Separating recyclable materials such as timber, plastic, plasterboard, hard-core, cardboard and general waste.Also materials such as concrete, bricks and blocks, stones and slates can be used as filling for roads, footpaths etc. Recycling: Waste and Resources Action Programme (WRAP) claims that 30% of materials used on site can be recycled elsewhere at no extra cost.Recycled timber (off cuts) can be used in stud partition walling and can also be used in flower plant bedding. Purchasing Policy with Suppliers: Packaging waste and unused materials can be returned to the builders merchant and used several times over. Energy Consumption Reduction: Simple steps like using energy efficient heating equipment and lighting, supervising the usage of mains electricity according to equipment requirements. Water Conservation: Where practical the use of low-flow water fixtures, rain water harvesting and recycling of grey water where hygiene is not a priority. Material Selection: The focus for this section is to identify products with a relatively high sustainability score at no significant increase in capital cost over a traditional material option. Many modern building materials are now being linked with environmental and health concerns. Alternatives do exist which eliminate many of these potential impacts and risks to end users, constructors, developers and investors. Timber or Aluminium instead of PVC where possible. Formaldehyde free MDF Insulation: Recycled cellulose insulation, Rockwool, Foamed glass.Solid Concrete with primary aggregate Permeable pavements Concrete with recycled aggregate (RCA) or glass Window Frames:uPVC Durable timber framed windows, renewable source without health impacts from disposal of PVC. Double glazed units with low emissive coatings (Argon filled). Flooring:Ground Flooring: Solid concrete, hollow concrete elements with reclaimed aggregate/limestone. Hollow concrete uses less material. Solid Walls:Clay brick: recycled Bricks (recycled content 15-100%)/Reclaimed Bricks. Reclaimed bricks can also aid in character requirements of refurbishments. Partitions: Can be built from recycled wood used in construction.Timber quicker to erect and saves material costs. Pitched Roof Plywood from non FSC MDF chipboard (low Construction: formaldehyde), reduces carcinogens from standard chipboard Construction: Pitched Roof Reclaimed slates, tiles/Sedum (turf)/Fibre cement tiles. Covering: Turf can reduce urban water run off.Green roofs typically last 3x long as standard roof. Plasterwork:Lime mortar re-absorbs some of the CO2 given off during the firing process when it sets. Sewers:Clay pipe can be recycled to make new pipe, brick and roof tiles. Paving:Concrete slabs with recycled content e.g. recycled glass. Reclaimed slabs and stone can be sourced free often paying only haulage costs. Semi Hard Paving:Paving Gravel, Wood chippings/Recycled glass, sand. Wood chippings can be derived from off cuts in construction. Local Sourcing of Materials and Labour: Obtaining construction material from local outlets or from the existing site; The use of locally sourced materials should be promoted when issues involve cost, embodied energy and meeting local character requirements are considered. A local sourcing policy costs nothing to implement and requires no specialist expertise. Locally sourced materials minimise the impact of fuel transport costs/emissions and support the local economy. Stone, earth and timber (assuming it comes from a sustainable source). Salvaged materials from existing construction or demolition such as steel can also be used. This previous abstract demonstrates that significant improvements in building sustainability performance can be achieved at very little additional cost. These minimal cost increases also provide added value elsewhere. For example, in the case of sustainable buildings, in-use cost savings of fuel for heating can be generated over the life of the building. With increased uncertainty over future energy costs, a very short pay back period of a sustainable approach can be realised. Necessities, Not Luxuries Key to justifying some of these ostensible add-ons is not to view them as add-ons in the first place. Commissioning, for instance, is a critical step in the green building process and a requirement for facility executives planning to certify their buildings with LEED, an internationally recognized green building certification system. On traditional construction projects, commissioning may be considered a luxury. But, according to a study by the National Institute of Building Sciences, commissioning a building can mean it will cost 8 to 20 percent less to operate than a non-commissioned building. Objective 2:To Recognize Exactly the Current Level of Understanding and Implementation, of Sustainable Construction at the Production and Construction Phase of a Project. The incentive to innovate among construction SMEs often starts with having an awareness to seize an opportunity or a need to response to market, development or client conditions. Her are a three motivational needs as described below: Survival: Project based innovation focuses more on survival of a company due to the type of market operated in by contractors. Stability: When survival has been established firms will look then towards stabilizing and consolidating their position to ensure prosperous conditions over the medium term. Development: Once this stability has been attained the motivation necessary to exploit this becomes apparent and the firm will begin to develop and grow. When SMEs find themselves in survival posture firms do not tend to take as much risks and are more aware of outgoing costs. Not all firms are want to grow in size indefinitely, companies want to stabilize at a certain that is compatible with the aspirations of the owner. Innovation activities can be grouped into two areas, improving the effectiveness and the efficiency of the company, meaning making sure the company is doing the right activities and doing them well. Adoption of new Innovations: This is dependant on several key capabilities and motivations which are time, financial, companys structure and people. Time and Financial: The dominant role of the contractor allows for quick decision making if need be which means that in an ever changing market modernizations in sustainability can always be updated. Due to a contractors own resources a contractor will only bid on work according to their own capabilities in terms of types of work and size. Most would also prefer to work directly with clients as main contractors rather than just sub-contractors, this tends to limit risks and costs and is typical of a survival posture. Companys Structure: SMEs cannot afford to do as LEs do and have numerous departments assigned to carry out various roles and tasks. It is the job of many directors and owners to obtain information and knowledge for innovation and also to gain business contacts. Many directors find it hard to manage time for all of this, which could include attending trainings and workshops. External Supports and Motivations: These largely come from government policies but are mainly appropriate for large companies and have to be altered to suit the small and medium sized enterprise. Market Network: Rapidly shifting client demands and market conditions requires construction SMEs to involve themselves in a number of businesss of varying complexity in order to provide knowledge and expertise to their own enterprise. Access to these companies is achieved through supply and client interactions, research institutions, professional associations and government bodies. Access to Technology: Technology can be exploited to increase competitiveness among SMEs but this can only be effective when the knowledge characteristics of the technology can be transferred easily. SMEs tend to use technologies which can contribute to the growth of a company, financially, quickly and easily, dovetailing into capabilities already possessed by the firm. Technology that is out of that league and that requires more effort to invest risk, time, effort and money are generally shifted out swiftly and intuitively. Objective 1:To Identify the Main Barriers in Incorporating Sustainable Construction and Embracing New Techniques involved in the Construction Process to SMEs. Key Barriers to Sustainable Construction: Facility executives building green for the first time may find that the process requires as much unlearning of old ways as it does learning of new ones. The processes of building green forces facility executives to think about the design and construction process in non-traditional ways. From integrated design to commissioning, almost every step of the green building process is heavily focused on how building elements fit together to optimize efficiency and sustainability. The catch is that the process, at least for the first time, is more time and cost. While the strategies used may be similar to justifying expenditures in equipment upgrades, justifying processes may be a bit more difficult. Its more difficult to pinpoint specific costs for more hours of design time. The Barriers to Sustainable Construction have been classified under six key headings: Cost Time People Technology Market Legal These subsequent barriers will be challenged and validated in the following chapter. Cost: Increased Construction Costs: There has been a perception by many construction companies that sustainable construction practices may incur additional or perhaps higher capital cost (Cameron, R., 2003; KDG, 2006) The added cost is normally related with additional labour hours necessary to perform activities such as recycling and separation of waste on site. There is also the argument that sustainable materials bring upon higher search costs; this is the time spent searching for these illusive materials, and other connected costs like driving, phone calls etc. All of these increase the total cost of a development and eat into a seemingly already tight budget for the contractor and therefore are looked upon as an unnecessary and irrelevant expense. Many construction companies are forced to submit a low bid for a particular project, and this comes about by reducing construction costs rather than increasing the value gained by building sustainably. This is also on the increase in the areas of project partnership, where a fixed price tender means priority will be given to the lowest price rather than value for money. Time: Time is crucial in any phase of any type of project, most particular in construction projects. As the phrase goes, time is money, and construction developments are often under tight time constraints. Slow advancement towards a change in attitude: Because this industry is such a large and dynamic market it involves so many individual players, which means that it becomes so much harder to get everyone concerned to get into the same frame of mind and not to be just concerned with just profit. There is a feeling that there is too much effort involved and learning new initiatives become too difficult in comparison to just continuing with the tried and trusted methods of known construction techniques already in practice throughout all construction sites in the UK at this present moment. There is also the point that there is inadequate information on sustainable materials easily available, which means that getting access to manufacturers who supply such materials becomes more intricate and making them prepared within the time constraint of a project becomes too arduous to make the endeavour for. Training: Larger construction companies (LEs) usually have their own Research and Development departments but as for SMEs, they are more inclined to rely on directors to research new innovations. Directors also are relied upon to transfer this knowledge and information to staff. Due to their already hectic workload, directors may find it difficult to set time aside for training programmes, seminars, and workshops involved in development initiatives. Likewise because of limited staff in small and medium enterprises, it is frequently difficult to attend such time-consuming activities, or to attend such trainings. Without these regular meetings contractors may find it extremely difficult to establish business contacts. Emphasis is more on short term performance and speed of construction: As construction companies are pushed on deadlines and short term maximisation of profit they are mostly interested in traditional construction as they know from experience how long a particular project will take and do not want to be taking risks on new innovations and techniques which could run on longer than previously thought. The temporary nature of a development, along with short term dealings with people means that the sharing and transfer of information between teams can lead to be strenuous and extremely difficult. (Sexton. M.G. and Barrett, P.S., 2003a; CPN, 1997) People: Lack of Knowledge and Skills: Most small companies do not have the resources to gain access to information and acquire the knowledge and the skills necessary to partake in such developments, or in some circumstances to investigate and research new alternatives and the benefits involved in such construction. Lack of motivation: New legislations and technologies can be seen as off-putting or even as a threat to SMEs who may not be willing to change with known traditions without substantial financial gain. Poor Integration with New Procedure: Failure of communication between contractors, sub-contractors, architects and clients may result in difficulty of implementation throughout a project. Down to the littlest details like the separation of recyclable material and where to dispense certain products may cause disruption further down the line. Short Term Interest: Given the nature of the construction business speed is of the essence, trying to get a building taken off of a contractors hands as quickly as possible is key and therefore, as many developments have to be taken place within certain time limits and contracts are written up to enforce this, the contractor may have more pressing interests nearing the end of a job. Technology: Complicated: Sustainable design may involve MMC (Modern Methods of Construction), which means that the making up of major house elements in factories including panels (including ready-made walls, floors and roofs. Panels may also have wiring and plumbing already inside, making construction even faster) and modules (ready-made rooms, which can then be pieced together to make a whole house or flat but are used most frequently for bathrooms or kitchens, where all the fittings are added in the factory; known as pods). Both of these products require skilled workers to install them, cranes and may require supplementary tools and machines to operate and fix these prefabricated structures into position. There is also a lack of familiarity with these new technologies. Where the clients and the architects specify such methods but contractors do not get the opportunity to try out these new systems. Market: It is widely felt that there is a lack of demand within the supply chain, this is generally due to the unfamiliarity associated with the costs and benefits. Lack of Marketing for Sustainable Materials: Sustainable materials are secondary materials; recycle, reclaim and re-use materials, and there are currently no marketing advertisements or such information on these resources. Waste materials are usually perceived to be risky and a cheap solution to a problem and are thought to not perform to as high a standard as primary materials. These may also incur greater search costs as they have a more dispersed location. Dominance by Larger Suppliers: If a supplier is larger than the contractor then the supplier has more power and is able to dictate to the supplier how the processes involved should be carried out. And as is with the case of most SMEs this is almost always the case. If the supplier does not have a particular product which a small contractor requests then, more often than not, the supplier doesnt feel the need to oblige the contractor as the supplier is more interested with the Les, meaning that the SMEs are often overlooked. Legal: These aspects include government legislation, policies, and planning procedures. Limited Enforcement: Standard of inspections has repelled many companies who may have been interested in building sustainably. The companies themselves would have to push for higher

Health Literacy in the USA

Health Literacy in the USA Social Determinants of Health Constantin Vintilescu Health Literacy Predicting future trends in any profession cautions careful review of present and past trends. Over the last two decades, health care in the United States has undergone major changes due to simultaneous advances in the fields of health information and information technology. Advances in health care and life expectancy also have created dramatic changes. Subsequent gains in life expectancy have surpassed the gains achieved, between the years 1940 and 1964 with the advent of antibiotics. In fact, recent gains have exceeded that of any other time this century. The life expectancy projections for the rest of this century may turn out to be even more significant. The educations of the public about health literacy issues and the rights of the elderly have become another dimension of advancement, along with the â€Å"rights† of patients and minority groups including the physically handicapped. In the United States, the term literacy is generally defined as the ability to read and speak English (Andrus, 2002). In the 1992 National Adult Literacy Survey (NALS), the U.S. Department of Education (1993) defined literacy as: â€Å"the ability to use printed and written information to function in society, to achieve one’s goals, and to develop one’s knowledge and potential.† Although no precise point defines the difference between literacy and illiteracy, the commonly accepted working definition of what is meant to be literate is the ability to write and to read, understand, and interpret information written at the eight-grade level or above. Health literacy refers to how well an individual can read, interpret, and comprehend the health information for maintaining an optimal level of wellness. It is an essential aspect for access to health care and health-related services. Limited health literacy leads to poor health outcomes. In fact, literacy skills are â€Å"a stronger predictor of an individual’s health status than age, income, employment status, education level, and racial or ethnic group† (Weiss, 2003). Health literacy is also important for people’s maintenance of health and wellness. Health literacy is very important because requires peoples to have a more active role in health decision and their management. Based on available statistics over the past twenty years, it is evident that the United States has significant health literacy problems. Health literacy has been termed the â€Å"silent epidemic,† the â€Å"silent barrier,† the â€Å"silent disability,† and â€Å"the dirty little secret† (Conlin Schumann, 2002). In fact, the United States only ranked among the middle of other industrialized nations in most measures of adult literacy; and yet many of our educators, elected representatives, and social advocates have remained blind on this significant problem (Kogut, 2004). Over the past two decades, the literacy of the American population has been the subject of increasing interest and concern by educators as well as by government officials, employers, and the media. Health literacy continues to be a major problem in the United States despite public efforts to address the issue and developing health literacy training programs. In our society, many people do not possess the basic literacy to navigate the increasingly complex health care field. Some people have difficulty in reading and comprehending information well enough to be able to fill out job and insurance applications, tax forms, or apply for a driver’s license. In the early 1980s, President Reagan launched the National Adult Literacy Initiative, which was followed by the United Nation’s declaration of 1990 as the International Literacy year (Belton, 1991). In light of the relatively recent attention given to health literacy in the last twenty years, we must acknowledge the efforts of two organizations Literacy Volunteers of America, Inc., and Lauback Literacy International – that served for many years as advocates for the most marginalized adult populations in United States and around the globe. Of particular concern to the health care industry are the numbers of consumers who are illiterate, functionally illiterate, or marginally literate. People with poor reading and comprehension skills have disproportionately higher medical costs, increased number of hospitalizations, readmissions, and more perceived physical and psychosocial problems than do literae persons (Baker, 1998). Today the health care literacy problem has grave consequences, because patients are expected to assume responsibility for their self-care and health promotion. If people with low literacy abilities cannot fully benefit from given information, then they ca nnot be expected to maintain their health independently. Computer literacy is also an increasingly popular concern of health literacy. Many health care providers and consumers are relying on computers as educational tools. â€Å"Those clients who are well educated and career oriented are already likely to own a computer and be computer literate, but those with limited resources, literacy skills, and technological know-how are being left behind† (Zarcadoolas et al., 2006). Health care providers relied for many years on printed education brochures as a cost-effective way to communicate health instructions with people. For many years, nurses and doctors thought that written materials given to the patients were sufficient to ensure informed consent for different test or procedures. This way they promoted compliance with treatment regimens and discharge instructions. Kessels (2003) pointed out that 40-80% of medical information provided by health professionals is forgotten immediately, because not only medical terminology is too difficult to understand, but also because too much information contributes to poor recall. He also noted that half of the information remembered is incorrect. Recently the health care providers have begun to realize that if the scientific and technical terminology in education materials are not written at a level and style appropriate for their intended audiences, people cannot be expected to be able or willing to accept responsibility for self-care. In improving written health materials and in implementing health education it is important to know the literacy skills of the patients in the community and their families. Nurses play an important role in assessing patient’s literacy skills because nurses interact more with the patients and their families than the physicians do. The nurses can evaluate the ability of the healthcare client to understand printed health information by assessing the patients’ comprehension and reading skill level. There are specific guidelines for writing effective health education materials and teaching strategies for patients and their families. An individual‘s functional health literacy is likely to be significantly worse than his or her general literacy skills, because of the more complicated language used by health care providers. Now that manage care insurance companies are requiring subscribers to take more responsibility for their self-care, poor health literacy can increasingly lead to negative consequences and escalated morbidity, and mortality. People with low health literacy don’t have knowledge or are misinformed about the body and the causes of illnesses. Because they do not have the proper knowledge, they don’t understand the relationship between lifestyle factors, like diet and exercise, and wellness .Those people with limited knowledge may not know how to seek care. Health literacy tactics that improve written health materials may include: Written health materials should have plain language for better understanding and ease of sharing with people. Written health materials should be scientifically accurate and culturally appropriate. If the client does not fluently speaks English, provide the written health information in his/hers native language. If such information is unavailable, and a translator must be employed, it is critical to assess the client’s understanding of the written material. Written health information should include pictures for better understanding. Personal electronic devices such as cell phones, tablets, palm pilots, and talking kiosks can be a new method for sending health information to the patients. Before health providers make a health education brochure, they should also consider alternate methods such as individual, group, organizational, community and mass media. Use a short brochure that presents â€Å"bottom line† information, systematic instructions, and uses pictures with visual cues that highlight most important information to be absorbed. Health brochures should align health information with recommendations to services, resources, and other available support. Removing the barrier to communication between individuals and health care providers is a good opportunity for nurses to function as facilitators and work in collaboration with other health care professionals for improvement of quality of care. As Advanced Practice Nurses, it is our mandated responsibility to teach in non-complicated terms so our patients can understand an fully benefit from our nursing interventions. References Andrus, M.R., Roth, M.T. (2002). Health literacy: A review. Pharmacotherapy, 22(3), 282- 302. Baker, D. W., Parker,R. M., Williams , M. V, Clark , W. S. (1998). Health literacy and the risk of hospital admission. Journal of Internal Medicine, 13, 791-798. Belton, A. B. (1991).Reading levels of patients in a general hospital. Beta Release, 15 (1), 21-24.California HealthCare Foundation. 2005. Consumers in Health Care: The Burden of Choice. Available at http://www.chcf.org Conlin, K. K., Schumann, L. (2002). Literacy in the health care system: A study on open heart surgery patients. Journal of the American Academy of Nurse Practitioners, 14 (1), 38-42. Institute of Medicine. 2004. Health Literacy: A Prescription to End Confusion. National Academies Press: Washington, DC. Kessels, R.P.C. (2003). Patients’ memory for medical information. Journal of the Royal Society of Medicine, 96,219-22. Kogut, B.(2004).Why adult literacy matters. Pbi Kappa Pbi Forum, 26-28. U.S. Department of Health and Human Services. Making Health Communication Programs Work. National Cancer Institute: Washington, DC. U.S. Department of Health and Human Services. 2003. Communicating Health: Priorities and Strategies for Progress. Washington, DC. Weiss, B. D. (2003). Health literacy: A manual for clinicians. Chicago: American Medical Association and American Medical Association Foundation. Zarcadoolas. C., Pleasant, A. F., Greer, D. J. (2006). Advancing health literacy: A framework for understanding and action. San Francisco: Jossey Bass.