Introduction Marketing Communication Definition Marketing Essay

Introduction Marketing Communication Definition Marketing Essay Belch defined Integrated marketing communication as a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences (Defining IMC). On the other hand, Fill (2009) defined Marketing communications as a management process through which an organization engages with its various audiences (p. 54). According to Fill (2009), the use of the word integrated refers to the use of various strategies in marketing communications. What is marketing communication audit A marketing communication audit involves the research of how successful are the companys internal and external communications (Thomas, 2008) to enhance the performance of the organization by identifying weaknesses and ways to improve it. Brief description of the company: Louis Vuitton History of the company Louis Vuitton (LV) is a luxury brand which was founded by Louis Vuitton in 1854 in Paris (Diniz, 2009). From then onwards, it has grown to become one of the most well known luxury brands in the world. Today, its product line includes luggages, bags, watches, shoes, jewelleries, and many more items (Diniz, 2009). Strength of the brand Husic and Cicic (2009) claimed that the customers of today have more disposable income, making them more attracted to luxury products. This claim is supported by Kapferer (2012) who agreed, saying that the performance of LV has shown promising growth. Apparently, the company seems to have a lot of potential for further development. The brand also has its own loyal customer base. These customers make decisions to buy the products of the company through a decision-making process which in theory is called the Consumer Decision Process Model shown below. Need recognition Search for information Pre-purchase evaluation of alternatives Purchase Consumption Post-consumption evaluation Divestment Source: Blackwell, Miniard Engel, 2006 Figure 1 The Consumer Decision Process Model Statistic /Plan The economic downturn has affected businesses worldwide, especially those which are luxury goods (Berman Evans, 2010). 56 percent of adults in a survey involving 2,700 consumers from Europe said that they would reduce optional spending by 12 percent on average (Berman Evans, 2010). This can lead to a serious problem for LV if its customers are affected. On the contrary, a study by Nunes, Drà ¨ze and Young (2011) revealed the opposite, showing improvements in LVs performance in the face of recession. This can be attributed to the companys effective marketing communication strategies. Context analysis Internal Factors Company analysis LV has built an international reputation for outstanding quality, creativity and craftsmanship in the duration of five generations (Fujiwara, 2007, p. 1). Maintaining the authenticity of the past while at the same time forecasting the future has been pivotal in the company values (Fujiwara, 2007). Today, the brand has outlets all over the world (Kapferer, 2012). Product analysis LV products include handbags, luggages, purses, jewelleries, and others. The issue here is the vulnerability of its products to counterfeits. Almost 99 percent are counterfeits (OFlaherty, 2008). Thus, the company has taken several steps to curb this problem by implementing the Principle to Eliminate Counterfeiting which includes distribution of warning notices and registration of trademarks (Shiganawa, 2008). However, these strategies are not always successful because the root problems are not tackled. External Factors Environmental factors Delpal (2011) reported an increase from 72 billion euros in 1994 to 168 billion euros in 2010 in luxury goods sales, making the yearly growth 5 percent on average. The growth of the luxury market has led to the entrance of many luxury fashion brands, increasing the competition (Kim Ko, 2011). Therefore, LV should design competitive marketing strategies. Competitor analysis LV has many competitors such as Hermà ¨s, Dior, and Gucci. Hermà ¨s expanded its operations by employing more craftsmen and acquiring several companies of French origin (Delpal, 2011). On the other hand, Delpal (2011) reported that Dior, Gucci and Yves Saint Laurent eliminated most license agreements to have better control of its operations. Then, LV launched several production units to keep up with increasing demands (Delpal, 2011). These strategies employed by luxury brands show that the companies sometimes do replicate the marketing strategies of its competitors competitively. Objective / Goal of the company The goal LV is to be the undisputed leader of the luxury goods sector (LVMH Codes of Conduct, 2010, p. 5). This objective is backed up by the values shared by the company employees: (a) Innovation and creativity: because our future success will come from the renewal of our product offering while respecting the roots of our Houses. (b)Excellence of products and services: because we embody what is most noble and accomplished in the artisan world. (c)Brand image enhancement: because our brands represent an extraordinary asset, a source of dreams and ambitions. (d) Entrepreneurship: because this guarantees our ability to react and our motivation to create and seize opportunities. (e) Leadership-Be the best: because it is through continually excelling that we accomplish the best and achieve the best results. Source: LVMH Code of Conduct, 2010. What is the need for organizational objectives? Yip (2007) mentioned that it provides a sense of direction and focus, maximizing the potential for long term success. What is the promotional objective and strategies of the company? The general promotional objective of the companies is to build a luxury brand image so that the brand is associated with luxury among its customers (LVMH Codes of Conduct, 2010). What is the relationship of corporate strategy and promotional objective The promotional strategy is closely related to the corporate strategy of LV because it is derived from the overall objective of the company which is to become the leading luxury goods company. The company utilizes the SMART (Specific, Measurable, Achievable, Realistic and Timely) (Yip, 2007) guidelines to create its five core values. Budget and other resources Finocchiaro (2010) reported that the company increased its total advertising expenditure in 2010 by 57 percent from 2009 to 2010. This major increase may be attributed to a rebound from the bad economic conditions in 2009. It was also mentioned that in 2010, from the month of January to June, $ 22 million was allocated for advertising, compared to $ 14 million of the last year (Finocchiaro, 2010). This is a promising development in keeping up with the competitive environment. What are the differences between sales and communication-based objectives? Sales based objectives are more concerned with the bottom line of the company and short term profits of the company whereas communication based objectives focus on building a favorable image of the company (Berman Evans, 2010; Kotler Armstrong, 2008). Message Strategy of the company LV utilizes newspapers and magazines to display image ads as a pull strategy rather than aggressive ads which uses the push strategy to attracts customers (Shiganawa, 2008). Source: Kotler Armstrong (2008) Figure 3 Push versus Pull Promotion Strategy The push strategy pushes the product to consumers while the pull strategy creates consumer demands for a product through marketing activities (Riley, 2012). Accordingly, LV has a principle of avoiding mass advertising such as television commercials to build its image as a luxury good (Shiganawa, 2008). Target Audiences What is the target market According to Diniz (2009), the target market of LV is males and females between the ages 30 to 50 years old, with income of  £35, 000 or more. The company also targets graduates and professionals with sense of self worth and novelty seekers (Diniz, 2009, target segmentation). Plus, the company focuses on people who value luxury brands as a symbol of status as well as those who respond to peer pressure (Nunes, Drà ¨ze Young, 2011). Consequently, the feedback of these customers is important in order to evaluate the effectiveness of marketing efforts towards one of the most important goals which is customer satisfaction. What is the feedback from customers The figure below shows the least things that customers like about shopping at LV based on a survey of 2,318 respondents from all over the world (Lee, 2009). Source: Lee, 2009. Figure 2 What do you Like the Least about the Louis Vuitton Shopping Experience? From the figure, service is seen as the least thing customers like about the brand while the second least liked attribute is the price-value relationship. However, Lee claimed that the satisfaction of LV customers has little to do with the price-value relationship as customers who purchase the brand value the prestige of owning the brand, not its economical benefits. The survey also outlined several interviews with the customers of LV to obtain their feedbacks. One customer said I dont look like a typical LV customer, so the salespeople were in a hurry to have me out of their store as fast as possible while another customer remarked I guess I did not fit the image I was not wearing all labels(Lee, 2009, Voice of the Customer from Louis Vuitton Shoppers). Lee (2009) said that the brand focuses its promotional activities and services towards people who seem to embody the target market of the brand, which are people with high social status. Although this is a differentiation strategy w hich may benefit the company, it may have adverse effects in the long run if the company does not recognize that they have diverse clientele from various backgrounds, not necessarily high status. This may be because today, people who are average in terms of income level has changing needs and is moving more towards satisfying their wants for status rather than physiological needs. Marketing communication The aim of marketing communication (Brief) and role The aim of marketing communications is to engage the target audience in terms of processing rational information or emotional information (Fill, 2009). Dion and Arnould (2011) said that LV is more concerned with the emotional aspects of consumption, due to its association with luxury goods. However, Fill (2009) suggested that there should be a balance between both elements (rational and emotional) rather than focusing on solely one need. The promotion tools For LV, the focus of the promotional tools is more towards enhancing the brand image rather than directly generating sales. Advertising LV does not use mass advertising to create sales volume (Shiganawa, 2008). In fact, the company does not advertise in television commercials, which is one of the common ways of advertising. Television commercials are considered mass advertising. On the other hand, the company also uses magazines to display image ads. According to Laitinen (2009), this form of advertising is quite powerful because of its ability to be passed down to many people and retained in the magazine for a period of time. Personal selling According to Shiganawa (2008), LV values the richness of communication between sales persons and customers because then, they are able to communicate more effectively about the product information and other details which cant be achieved through mass advertising. Sales promotion Sales promotions are focused on creating value for money which involves tools such as coupons, deals, discounts and other means which create quick sales (Kotler Armstrong, 2008). However, LV has a principle of prohibiting bargain sales and selling in value sets due to its emphasize on quality rather than price (Shiganawa, 2008). This is related to the objective of LV which aims to become the leading luxury goods brand. Public relations Public relations are concerned with building trust of the public through sponsorships, events, features and others to form a good image for the company (Kotler and Armstrong, 2008). As Fujiwara (2012) reported, 64 percent of luxury goods customers are in favor of socially responsible brands. Thus, LV puts great importance in being involved with the community. This is evident through the companys effort in constructing a forest in Japan, contributing scholarships in China, creating an arts course in London and making a playground in Russia (Fujiwara, 2007). The focus of its social responsibility activities towards local context shows how the company is aware of the needs of its local customers. Direct marketing The company markets the product by showing demonstrations on how to care for the products and providing relevant information face-to-face. This encourages feedback and enquiries can be made directly while receiving prompt responses. Intercultural Marketing communication It is advisable to take into consideration the local factors in carrying out marketing communication. LV demonstrated its ability to adapt to local context by organizing various marketing strategies to build public relations. For example, the company built 40 playgrounds in 30 Russian states through the Naked Heart Foundation, preserved the environment in Japan through the Louis Vuitton Forest through More Trees program, participated in fundraising activities in South Africa through the Mandela Rhodes foundation and other social responsibility programs in Thailand, Spain, China, France, and many other parts of the world (Fujiwara, 2007). This shows that the company pays attention about the happenings in different parts of the world and takes part in helping as part of it public relations effort. Problem statement of the Company The LV brand has the potential to increase its performance through various marketing communication tools. However, several issues must be highlighted. Nunes, Drà ¨ze and Young (2011) reported that the recession may have an adverse effect on the performance of businesses such as LV which emphasizes luxury. Another problem faced by the company is the wide availability of counterfeit products, an estimated of 99 percent which is a very high percentage of counterfeits (OFlaherty, 2008). Recommendation During recessions, the company can temporarily change its marketing strategies to reflect the changing market situation. For example, instead of prohibiting the placement of ads in televisions to reach the mass community, the company can employ this method to increase awareness and create new trend towards better value. Plus, the company can be more flexible towards its target audience to include younger generations who has increasing buying power as well as having the ability to generate greater word-of-mouth communications. In terms of combating counterfeit products, the company should reinforce the Principles Prohibiting Appraisal of Authenticity more strictly and adhere to the rules set by the companies themselves. Conclusion The LV company has a differentiated promotion strategy and is more selective in the way it conducts marketing activities such as ad placement, pricing, and others. This is important to build an exclusive brand image in line with its aim to become the leading luxury brand in the market. The company also avoids mass advertising to a certain extent and mainly aims to advertize to its target audience. However, the company still maintains good public relations through its socially responsible strategies. In conclusion, the planning of marketing communications is important and is mainly dependent on the key objective of the company. In the case of LV, it is to become the leading luxury brand. (2180 words)

Isolation in A Rose for Emily Essay -- essays papers

Isolation in A Rose for Emily The year is 1852, Emily Grierson has just been born into the small town of Jefferson. A town she will soon discover has distinct hierarchial differences and social classes that are to be followed by everyone in her community. However this same community and the values which it holds will eventually be a key factor in determining Miss Emily's madness. "A Rose for Emily", tells the story of a woman who fails to live up to her high reputation and fitting in a community where almost everyone knows each others business. William Faulkner lets the reader into the life of Emily Grierson from two different key perspectives, man and woman. The men represent respectful affection towards Emily, while the women are just plain curious and enjoy gossiping behind her back. In this story Faulkner reveals how a community's actions, or in this case, lack of action can contribute to one's madness. Faulkner opens "A Rose for Emily" with a lengthy fifty-six-word single sentence that shows the community's reaction to her death and describes the scene through gender differences. Although both men and women attend the funeral, they do so for very distinct reasons. Faulkner writes, "When Miss Emily died, our whole town went to her funeral: the men through a sort of respectful affection for a fallen monument, the women mostly out of curiosity to see the inside of her house, which no one save an old manservant- a combined gardener and cook- had seen in at least ten years" (p.52-53). With this initial passage we see what motivates the townspeople to attend Emily's funeral. Although the men attend the funeral to show a sort of respectful affection, the reader gets the feeling that the men have attended because th... ...uses to enter. It is safe to say that there are a large number of factors that help contribute to Miss Emily's madness. Her father's over controlling relationship, is not a healthy one and does not really prepare her for dealing with relationships in the future. However, when her father dies she does not receive the support she deserves from the community, simply because of her high patriarchal status. She is not regarded as a real person, who has feelings just like anyone else, instead she is put on a pedestal that she can not live up to and like an old fallen monument she leaves the people of Jefferson behind, without having a friend or someone that even cared about her. Maybe if someone would have come to her in her time of need she could have received the help she desperately needed and maybe she might have lead a fulfilling, normal and enjoyable life.

Partition Literature of India :: essays research papers

The Partition of India "A moment comes, which comes but rarely in history, when we step out from the old to the new, when an age ends, and when the soul of a nation, long suppressed, finds utterance." -Jawarhalal Nehru 14 August, 1947, saw the birth of the new Islamic Republic of Pakistan. At midnight the next day India won its freedom from colonial rule, ending nearly 350 years of British presence in India. During the struggle for freedom, Gandhi had written an appeal "To Every Briton" to free their possessions in Asia and Africa, especially India (Philips and Wainwright, 567). The British left India divided in two. The two countries were founded on the basis of religion, with Pakistan as an Islamic state and India as a secular one. Whether the partition of these countries was wise and whether it was done too soon is still under debate. Even the imposition of an official boundary has not stopped conflict between them. Boundary issues, left unresolved by the British, have caused two wars and continuing strife between India and Pakistan. The partition of India and its freedom from colonial rule set a precedent for nations such as Israel, which demanded a separate homeland because of the irreconcilable differences between the Arabs and the Jews. The British left Israel in May 1948, handing the question of division over to the UN. Un-enforced UN Resolutions to map out boundaries between Israel and Palestine has led to several Arab-Israeli wars and the conflict still continues. Timeline 1600-British East India Company is established. 1857-The Indian Mutiny or The First War of Independence. 1858-The India Act: power transferred to British Government. 1885-Indian National Congress founded by A. O. Hume to unite all Indians and strengthen bonds with Britain. 1905-First Partition of Bengal for administrative purposes. Gives the Muslims a majority in that state. 1906-All India Muslim League founded to promote Muslim political interests. 1909-Revocation of Partition of Bengal. Creates anti-British and anti-Hindu sentiments among Muslims as they lose their majority in East Bengal. 1916-Lucknow Pact. The Congress and the League unite in demand for greater self-government. It is denied by the British. 1919-Rowlatt Acts, or black acts passed over opposition by Indian members of the Supreme Legislative Council. These were peacetime extensions of wartime emergency measures. Their passage causes further disaffection with the British and leads to protests. Amritsar Massacre. General Dyer opens fire on 20,000 unarmed Indian civilians at a political demonstration against the Rowlatt Acts.

Rbi’s Debt Management and Monetary Policy Essay

I have shown you in class, using the IS-LM model, how the above two roles of the RBI presents a conflict between the desired positions of the LM curve and therefore the equilibrium interest rate. Some of you have expressed interest in knowing more about this debate. Therefore here are the two opposing points of view. For the motion: On this side of the debate is the government which supports an independent Debt Management Office (DMO) that is separate from the RBI. The government has received support from the Report of the Internal Working Group on Debt Management which has pointed out three conflicts that arises from the present arrangement: â€Å"If the Central Bank tries to be an effective debt manager, it would lean towards selling bonds at high prices, i.e. keeping interest rates low. This leads to an inflationary bias in monetary policy.† Second â€Å"if the Central Bank tries to do a good job of discharging its responsibility of selling bonds, it has an incentive to mandate that banks hold a large amount of government paper.† Third, â€Å"if the Central Bank administers the operating systems for the government securities markets, as the RBI currently does, this creates another conflict, where the owner/ administrator of these systems is also a participant in the market.† The Percy Mistry Committee on Making Mumbai an International Financial Centre (IFC) recommended the setting up of an autonomous DMO by saying that â€Å"looking ahead, a sound public borrowing strategy for India would incorporate three elements. . . An independent Indian â€Å"debt management office† – operating either as an autonomous agency or under the Ministry of Finance – that regularly auctioned a large quantum of INR denominated bonds in an IFC in Mumbai. The size of these auctions would be substantial by world standards and would enhance Mumbai’s stature as an IFC.† The Raghuram Rajan committee on Financial Sector Reforms (A Hundred Small Steps) has argued against RBI providing the â€Å"investment banking† function to the government as â€Å"this involves a conflict of interest, since the government would benefit from lower interest rates, which the RBI has some control over. Investors in the bond market may also perceive the sale of bonds by RBI to be informed by a sense of how interest rates will evolve in the  future. Finally, the RBI is the regulator of banks. Banking supervision could be distorted by the desire to sell bonds at an attractive price.† Media commentators have also supported the motion. See for instance Ajay Shah writing in the Business Standard,Ila Patnaik writing in the Indian Express, Shruthi Jayaram writing in the Financial Express, S. Narayan writing in the Mint. Also see what the Stanford University’s Policy Brief and the Bank for International Settlements feel about this issue. Against the motion: Predictably the RBI is opposing the above views. See this Business Standard report which quotes RBI Governor Dr Subbarao as saying that â€Å"Only central banks have the requisite market pulse and instruments to aid in making contextual judgements which an independent debt agency, driven by narrow objectives, will not be able to do.† The Governor further said that in order to achieve monetary and financial stability, separation of debt management from central bank seems to be a â€Å"sub-optimal choice†. â€Å"The case for shifting debt management function out of the central bank is made on several arguments such as resolving conflict of interest, reducing the cost of debt, facilitating debt consolidation and increasing transparency. These advantages are overstated,† Dr Subbarao said. He said market borrowings are the major source of deficit financing at state level and such borrowings are exceeding the absorptive capacity of the market. â€Å"That makes it imperative to harmonise the market borrowing programmes of the Centre and the states. Separation of the Centre’s debt management from the central bank will make such harmonisation difficult,† Dr Subbarao added. He said even internationally, there is closer association between the central bank with sovereign debt management for proper monetary policy and financial stability. Also see this Business Line report which quotes Dr Subbrao as saying that â€Å"the learning from the recent global crisis is that those systems where central bank manages government debt are more effective. When fiscal deficit is as high as it is in India, it is not only about debt management in the conventional sense. It has larger implications for liquidity management and monetary policy transmission. The balance of advantage would lie in the RBI continuing to manage public debt until fiscal deficit comes down to very comfortable levels.† RBI’s internal research  supports the above view by demonstrating that interest rates have not been affected by the government’s borrowing programme (a point made by some of you in class). Some media commentators have also supported RBI’s view (see this article in the Economic Times). You will be amused to know that Dr Subbarao himself was an advocate of an independent DMO when he used to work for the government! The confusion over this issue was evidenced by the Rakesh Mohan Committee on India’s Financial Sector Assessment which opined in favour of an independent DMO with the chairman (an ex-deputy governor of the RBI) disagreeing with the committee’s view! Tailpiece: The RBI seems to have reconciled to the setting up of an independent DMO but is insisting that they be in charge of running the office (so much for independence)! See this report from the Financial Express. Finally you may enjoy reading this article from the Economic Times on â€Å"Chidambaram vs Subbarao: How conflicts between govt and RBI could lead to better policy-making†.

Day of triffids

Day of triffids BY can-Dy The Day Of The Triffids – Chapter 1-6 Chapter 1: the end begins William â€Å"Bill† Masen wakes up in a hospital with his eyes bandaged. He recalls the events of the night before when the earth passed through comet debris causing green flashes of light. He removes the bandages and leaves to find that the green flashes have rendered everyone blind and that he may be the only one who is still sighted. Chapter 2: The Coming Of The Triffids Bill discusses his personal history and the origin of the triffids.He explains how the triffids originated and how they spread across the world. He describes what a triffid ooks like and how it acts when it walks. He also tells of how he was stung by a triffid as a child which led him to his study of triffids. Chapter 3: The Grouping City Bill goes on the street and encounter a blind man, and then he see a young blind man with a child and a blind woman trying to get some food from a store. He see a group of blin d people is control by a sighted man, and he tries to stop the sighted man from being rude to the blind women, but he is knocked out.He wants to find out what has been happening. Chapter 4: Shadows Before Bill is wandering the streets when he hears a scream and finds a sighted young oman being beaten by a blind man. He rescues her and she reveals her name as Josella Playton who had missed the comet through a wild party. They drive to Josella's home but find that her family has all been killed by triffids. Chapter 5: A Light In The Night Bill and Josella drive toward Clerkenwell and try to find some weapons that will help them defend themselves from the triffids.While driving, their car was beseiged and they barely escape with their lives. They eventually find themselves some gear and clothes. As day falls into night, they decide to spend the night in a tower block and uring the night they see a bright light and decide to investigate it in the morning. Chapter 6: Rendezvous Bill and Josella arrive at the University of London, where they believe that the bright light had originated the night before.There they observe a sighted man, leading a mob of blind people, argue with the sighted on the other side of the gate. But through machine gun fire, they are sent away. Bill learns that the inhabitants of the university can see and that they plan to leave London soon. Deciding to help B Josella go out to gather food. Characters William â€Å"Bill† Masen A triffid biologist from south London and the novel's protagonist. He is one of the only ones not to lose his sight as a result of the green flashes of light.Josella Playton A young woman whom Bill rescues and falls in love with. She is about 24 at the beginning of the story. She came from a well-off family and was infamous for writing a notorious sexual book. Vocab Peevish irritated Aggrieved troubled; disturbed Triffid a large plant with a poisonous sting that is able to move; farmed as the produce a useful oi l Abruptly unexpectedly sudden Mimicking to copy or imitate closely, especially in speech, expression, and gesture

Next Generation DNA Sequencing Technologies Biology Essay

Motivation: Recent technological promotions in the field of genomics have resulted in Following Generation DNA Sequencing Technologies. These engineerings have created ballyhoo among scientists since they enable inexpensive and faster sequencing of the DNA as compared to traditional methods. Data Analysis, Genome sequencing and alliances have now become easier due to the NGS. NGS are deriving the market twenty-four hours by twenty-four hours and there is a ferocious competition amongst companies to capture the market of bioinformatics. Nevertheless, NGS does hold some mistake profiles ; yet they have managed to revolutionise the field of bioinformatics and the perceptual experience of scientists on research and genome sequencing.debutDeoxyribonucleic acid sequencing has gained much popularity since 1977 when the sequencing method of Maxam and Gilbert every bit good as the Sanger sequencing method came to visible radiation ( Hutchison III, 2007 ) . However, the Sanger sequencing engin eering was more widely accepted and has captured the market for the past 20 old ages ( Metzker, 2010 ) . The Sanger engineering besides known as the dideoxy method ( Casals et al. , 2011 ) , played a important function in decoding the whole genome sequence and harmonizing to Metzker ( 2010 ) this technique has contributed to a batch of major accomplishments, viz. the Human Genome Project amongst many others. Bateman & A ; Quackenbush ( 2009 ) even back up that the major milepost of the Human Genome Project was the coming of panoply of new engineerings that emerged from sequencing the first mention genome and engineerings that enabled the DNA sequencing instead than completing the sequencing of the whole genome. It is true that the dideoxy method has been around for rather some clip now, but due to its restrictions and the new technological promotions, novel and more robust engineerings known as the Following Generation Technologies have seen the visible radiation of the twenty-four hours. The Sanger engineering is classified as the first coevals engineering and the latest engineerings developed for sequencing genomes fall in the class of Following Generation Technologies ( Metzker, 2010 ) . The chief advantage of the Following Generation Sequencing Technology is the fact that the genome can be sequenced in analogue, therefore bring forthing a larger figure of reads as compared to the Sanger method and in a much shorter sum of clip ( Hutchison III, 2007 ) . The high efficiency of the newer engineerings consequences from the fact that they use the latest instruments like high declaration imagination and more efficient algorithms amongst others. In general, the Following Generation Technologies use shorter reads to fix the procedure of sequencing ( Hutchison III, 2007 ) ; nevertheless, this raises the inquiry of whether the assembly of the short single reads is accurate plenty to bring forth the right sequence. From a scientific point of position, a larger figure of reads implies a greater coverage across the genome and therefore histories for the good truth in the genome assembly of the Following Generation Technologies. Hutchison III ( 2007 ) agrees to the fact that this is one of the grounds behind the truth and celerity of the newer engineerings. However, the genome size is another parametric quantity that has to be taken into consideration since it plays an of import function in finding the coverage. Furthermore, another benefit of the Following Generation Technologies is the ability to sequence genomes at a lower cost since harmonizing to Mardis ( n.d ) ; the new engineerings are far cheaper. Despite being fresh in the market, the Following Generation Technologies have captured a just portion of the industry and are doing scientists to look at biological jobs in a different position ( Mardis, 2008 ) . In this reappraisal, a few chief commercial Next Generation Technologies are discussed and a comparing is made among them. A biological application utilizing the Illumina/Solexa Genome Analyzer is described and the challenges that conventional bioinformatics is confronting due to Following Generation Technologies are besides brought frontward.Following Generation DNA SEQUENCING TECHNOLOGIESRecently, there has been a major roar in commercially available package for genome sequencing. The most celebrated 1s are Roche, Illumina/Solexa Genome Analyzer, Applied Biosystems SOLiDTM System, Helicos HeliscopeTM and Pacific Biosciences SMRT ( Mardis, 2008 ) .Roche 454/ FLX pyrosequencerRoche 454 DNA sequenator was released in twelvemonth 2004 ( Mardis, 2008 ) .The first measure to sequence the DNA involves a library readying where the Deoxyribonucleic acid sample is fragmented into smaller pieces of approximately 400 to 600 base brace. After that, A and B adapters are attached to the Deoxyribo nucleic acid fragments which are so split into individual strands. The single strands now have A and B adapters attached to them. The DNA library fragments are placed upon really bantam agarose beads such that one bead relates to merely one DNA fragment ( Mardis, 2008 ) . PCR reactants and emulsion oil is added to the solution which is shaken smartly so that the Polymerase concatenation reaction can be initiated. The beads are normally isolated in single H2O micelles where the Deoxyribonucleic acid fragments get replicated bring forthing about one million transcripts of each DNA fragment per bead ( 454LifeSciences, n.d ) . The beads are so placed on a PicoTiterPlate which contains little Wellss ; one for each bead. The well is besides filled with gaining control beads which contain an enzyme which helps in the sequence by synthesis attack that Roche uses ( 454LifeSciences, n.d ) . Once this readying has been done, the PicoTiterPlate is loaded in the Roche 454 machine. After that, the 4 bases solutions are loaded in the machine and are washed over the home base consecutive in one sequencing tally. Once, the base starts to adhere with the DNA fragment, the enzyme in the bead detects the incorporation of the base and finally releases visible radiation ( Mardis, 2008 ) . This light signal is detected by a CCDA camera and is recorded on a flowgram. Normally, the sum of visible radiation produced is dependent on the figure of bases incorporated ( 454LifeSciences, n.d ) . Finally, a set of flowgrams is obtained and analysed to bring forth DNA sequences which are so mapped against a mention sequence for assembly.Illumina/Solexa Genome AnalyserIllumina sequencing can be broken down into three stairss. The initial measure starts with the library readying in which the Deoxyribonucleic acid sample is sheared into fragments of about 800 base braces and two specific arrange rs are ligated to each terminal of the fragments. The following stage is known as bunch coevals in which Illumina uses span elaboration PCR to bring forth multiple transcripts of the DNA. Illumina uses an 8 channel flow cell incorporating a immense sum of primers bounded to its surface. The individual stranded Deoxyribonucleic acid fragments are so bound at random in the surface of channels of the flow cell to make transcripts ( Staehling, 2008 ) . A series of unlabeled bases and enzymes are washed over the channels to get down the span elaboration procedure. The individual stranded fragments go dual isolated during the reaction and they are denatured to obtain individual isolated molecules. This rhythm is repeated legion times which ends in 1000000s of bunchs of DNA molecules found in the channels of the flow cell ( Staehling, 2008 ) . Once cluster coevals has completed, the bunch are now ready for sequencing, which is the last phase. The flow cell is so loaded in Illumina which se quences 1000000s of bunchs at the same time. In the first rhythm, fluorescently labeled bases are added and all of them compete to adhere to the templet. Once the incorporation takes topographic point, the remainder of the bases are removed and the bunchs are excited by a optical maser to acquire a image of the flow cell and observe the freshly incorporated base. This procedure is repeated several times. Base naming is used to place the bases in the sequence images as shown in Figure 1. A mention genome is besides used to ease sequencing and analysis ( Staehling, 2008 ) . Fig. . Stairss in Illumina Sequencing ( Goldstein, 2009 )Applied Biosystems SOLiDTM SystemApplied Biosystems DNA sequencing is divided into five stairss viz. sample readying, Emulsion PCR, Ligation, Imaging and Data Analysis severally. Two picks for sample readying are available viz. a fragment library or a mate-pair library. In both picks, the Deoxyribonucleic acid is sheared and arrangers are ligated to the fragments. A fragment library incorporates a individual piece of DNA fragment while a mate-pair library binds two pieces of DNA which are at a known distance in the sample. The libraries contain legion molecules and each molecule undergoes clonal elaboration under emulsion PCR. The sample is so enriched with magnetic beads which are so covalently bonded to a glass slide. Applied Biosystems provides the flexibleness to analyze one, four or eight samples per slide. The templet beads are so assorted with a cosmopolitan sequence primer, ligase and a batch of Di-base investigations. The latter are fluorescently labelled with four dyes. Each dye represents four of the 16 dinucleotide bases. The template sequence gets hybridised with the investigation and is ligated. Once fluorescence is measured, the dye is cleaved off go forthing a 3-5 premier phosphate for farther reaction. This procedure can be repeated n times to widen the read length which is usually 35 base brace ( Mardis, 2008 ) . The synthesised strand is removed and a new primer is formed which has a one base displacement and ligation rhythms are repeated. The primer reset procedure is repeated for 5 unit of ammunitions. Bar encryption and the decryption matrix is normally used to garner the sequenced informations for analysis ( Yutao et al. , 2008 ) .Heliscope TMHeliscope uses the individual molecular sequencing attack. The Deoxyribonucleic acid sample is cut in short lengths of about 100-200 base brace ( Wash & A ; Image, 2008 ) .A poly ( A ) priming cosmopolitan sequence is added to the 3 premier ter minal of each Deoxyribonucleic acid strand. Each strand is so attached to a fluorescent adenosine polynucleotide. The strands are so transferred onto the heliscope flow cell which contains many T gaining control sites that are spread on its surface. Each single DNA templet so hybridizes to the surface of the flow cell. The flow cell is loaded into the HeliscopeTM instrument and a optical maser enlightens its surface demoing the place of each fluorescently labelled templet. A CCDA camera is used to bring forth a map of the templets by taking multiple images of the flow cell in an organized manner. After imaging, the templet label is cleaved and washed off. Sequencing takes topographic point by adding DNA polymerase and any fluorescently labelled nucleotide to the flow cell. T gaining control sites service sequencing primers by the tSMS procedure ( Wash & A ; Image, 2008 ) . DNA polymerase speeds up the binding of the labeled bases to the set of primers harmonizing to the templet. A w ash up procedure removes the Deoxyribonucleic acid polymerase and any boundless bases. The recent incorporation is so visualised by lighting and imaging the flow cell surface. The cleavage is so removed and the procedure is repeated in the same manner for all the staying bases until the desired read length is achieved. Sequencing informations is gathered with each new base add-on. Using the tSMS procedure, every strand is alone and sequenced independently ( Wash & A ; Image, 2008 ) .Pacific Biosciences SMRTPacific Biosciences uses the individual molecule attack in a existent clip manner, hence SMRT. First, the single bases are labeled with a different fluorescent coloring material which is attached to the terminal phosphate alternatively of the base of the base. This characteristic allows the DNA polymerase enzyme to split off the fluorescent label when a base is incorporated. The undermentioned procedure emits light which can be captured in a nano-photonic chamber known as the Zero Mode Waveguide ( Metzker, 2010 ) . Nucleotides flow in and out of the chamber of the ZMW and when DNA polymerase initiates the incorporation of a base, it takes several nanoseconds during which its fluorescent label is excited and the visible radiation emitted is captured by a sensor. After adhering, the label is cleaved away and it diffuses off. The whole procedure is repeated and the different explosion of visible radiations corresponds to different bases which are recorded and analysed by research workers ( Metzker, 2010 ) .Comparison of the platformsTable.Comparison of the Following Coevals Platforms The mentions [ 1 ] and [ 2 ] refers to ( Gupta et al. , 2010 ) and ( Metzker, 2010 ) severally. There are some disagreements between the two documents refering the throughput, run clip and read length. Metzker states that one of the advantages of Illumina is the fact that it is widely popular which does non represent a truly strong point.Biological ApplicationNGS Technologies can be used to happen the places of nucleosomes with regard to DNA which can be helpful to understand their function in the ordinance of written text ( Schones et al. , 2008 ) .Schones et Al. ( 2008 ) describes the experimental processs in different phases. The first measure involved the readying of the nucleosome solution. In this stage, CD4 + T cells were incubated with anti CD3 and anti CD28 so as to trip the cells for 18 hours. After that, the T cells were treated with MNASE to bring forth the mononucleosomes. Deoxyribonucleic acid fragments of about 150 base braces in length were obtained from the agarose gel and ligated to the Solexa flow cells. These were so sequenced utilizing the Illumina/Solexa Genome Sequencing machine. The following stage involved the analysis of all the informations being generated from the sequenator. Solexa grapevine analysis was the first one to be carried out where sequenced reads of 25 base brace was mapped to the human genome ( hg18 ) and merely the duplicate 1s were kept and others discarded. Nucleosome marking was facilitated since the sequenced reads acted as an input in the marking map to bring forth a nucleosome profile. This was achieved by utilizing a skiding window of about 10 base brace. The following measure involved sorting cistron sets and this was achieved utilizing microarray experiments. Polymerase II procrastinating analysis was carried out in an mRNA-level based attack so as to place which cistrons contained stalled, elongated or no Polymerase II. The sequence reads were so modelled as a Poisson distribution of the whole genome to descry the sliding window with Polymerase II. Each cistron set was so aligned so as to analyse the Transcription start site found near the cistrons. Nucleosome degrees specific to a nucleosome place were so quantified by utilizing aligned reads and window values. At the terminal of the experiments, the consequences found by the research workers stated the nucleosome place relation to DNA had a direct correlativity with written text ordinance affecting RNA polymerase II binding. Some of the experiments consequences can be depicted in Figure 2, Figure 3 and Figure 4 severally. Fig. . Maping Nucleosome Positions by the Solexa Sequencing Technique ( Schones et al. , 2008 ) Fig. . Nucleosome phasing environing TSSs ( Schones et al. , 2008 ) Fig. Nucleosome Phasing near TSSs Is Correlated with Pol II Binding ( Schones et al. , 2008 )ChallengeFollowing coevals sequencing engineerings have so created a revolution refering DNA sequencing and has opened the doors to a new field which is really different from that of traditional sequencing methods. There is a ferocious competition between companies to bring forth up to day of the month, fast and dependable sequencing methods. However, despite all the advantages that NGS brought along, they still pose several challenges to the field of bioinformatics.Data DelugeFollowing Generation sequencing engineerings are taking at bring forthing immense sum of informations and at a lower monetary value ( Kircher & A ; Kelso, 2010 ) . In fact, it is even possible to contemplate the option of sequencing the whole genome of an being at merely $ 1000 in the close hereafter ( Pareek et al. , 2011 ) . All these new sequencing informations seems truly appealing at one terminal but considered sig nifier another point of position, it might go debatable in the long tally. The mere fact of cut downing the cost of sequencing or sequencing engineerings implies that sequencing will be easy accessible. This implies that, any research lab or even people at place would be able to sequence genomes. In this current epoch itself, information handling is rather boring with all the databases holding portion of the information and some non holding them at all. New organisational ways and protocols will hold to be defined to guarantee that there exists a consensus between all the information that will come pouring into the databases. Optimized filters will be needed to distinguish between debris informations, duplicated informations and equal informations. Even new databases or information warehouses will hold to be built to guarantee none of the information is wasted and everything has been kept in a standardized format.ResourcesThe fact that NGS is traveling at such a immense gait raises the inquiry of whether the current province of hardware and package will be able to manage the burden of information that it will be bring forthing. Fig. Historical tendencies in storage monetary values versus DNA sequencing costs ( Stein, 2010 ) The graph in Figure 4 denotes the rate at which the cost of DNA sequencing per $ is increasing every bit compared to that of the difficult disc storage. It can besides be seen that the NGS causes a immense displacement in the sum of informations per $ and even by-passing the rate of disc storage. This information is cardinal because it shows that disc infinite or storage of high throughput informations might go debatable in the close hereafter. More processing power and RAM will hold to be allocated to the NGS applications for them to run swimmingly. Cloud computer science can be a solution to this peculiar issue but it depends on the sum of information that is generated every bit good. If cloud computer science is brought in the image, so new algorithms and parallel computer science will hold to be implemented to manage this job.Huge assortment, less consensusNowadays, there is a broad assortment of commercially available NGS engineerings. However, there is no consensus about the re ad length, throughput or runtime of the bundles which can be demonstrated by Table 1. Choosing which bundle is optimum for sequence alliance sometimes go really boring since the truth of each is non definite and standardized. Developing even newer engineerings can make more havoc about truth, therefore the demand for standardisation foremost.DecisionNGS engineerings have provided a batch of installations in footings of Deoxyribonucleic acid sequencing to the life scientists. When compared to the Sanger sequencing, NGS engineerings sequencing is much cheaper and faster. Nevertheless, Sanger sequencing remains one of the basic pillars of DNA sequencing since the mistake rates and profiles are much less as compared to that of NGS engineerings ( Kircher & A ; Kelso, 2010 ) . Equally long as the genome will stay a enigma to the scientists, the coming of following coevals engineerings will go on in order to decode the familial codification.

English Literature Commentary Essay

‘The Crystal Cabinet’ is an outstanding example of Blake’s use of an alternative reality to evoke readers to contemplate the boundaries of their society in light of knowledge about another world where these boundaries do not exist. Through the poem which was written just after the French Revolution, Blake offers the extreme of human experiences; as the central metaphor of the poem symbolizes a deep human truth which can be adopted with his poem, ‘London’. The poem’s simple goal is to tell a story and share a wisdom. The poem contains seven stanzas, several stanzas containing a different world and a different boundary; within each stanza one is able to find a rhyme scheme which closely follows a broken dactylic tetrameter. The Crystal Cabinet’s seven stanzas forms a superstructure upon which the story elements can be intertwined, and imagination can be overlaid as deeper themes of Blake’s philosophy can be also be embedded. The first stanza is the main and central metaphor which one should focus on as it unfolds line by line before connecting with the second stanza to further evoke readers on the different dimensions and boundaries. The first two lines in the first stanza seemingly represent’s a form of innocence, a new born into a new world that deserved a celebration which is where and why Blake uses the term â€Å"merrily†. However, one notices the semi-colon after the â€Å"merrily† as it drifts further away from the supposed celebration, as the narrator’s ‘Maiden’ puts the persona into a cabinet and â€Å"lock’d me up with a golden key†; the poems happiness and joy thus comes to a dramatic halt. The broken dactylic meter in the first stanza seems to be contradicting, as ‘merrily’ representing a form of happiness and freedom, is partnered with ‘key’ which in terms symbolizes a place where freedom is lacked and limited, where one is locked. The cabinet in which the narrator/Blake finds himself in is â€Å"form’d of gold, and pearl and crystal shining bright†, a contrast to the large and dull world of nineteenth century London. The second stanza, from lines 5-9, Blake is using the cabinet for which the narrator is locked in to emphasize an escape to a different world as opposed to a world for which he lives in, a dull and fearful nineteenth century world, in London. The second stanza contains two broken rhymes/dactylic meters as Blake rhymes â€Å"gold† and â€Å"world†, and â€Å"bright† and â€Å"night† together. Inside the cabinet is where we find â€Å"another London with its tower† – Blake uses to represent a temporarily forgotten evil of which the real city contained and the imaginary one within the cabinet was freed from. The cabinet that is described through the second stanza is a cabinet full of dreams and light, of beauty and no fright. A â€Å"world† that is surrounded by â€Å"gold†, a â€Å"night† that has a â€Å"crystal shining bright† light; this as opposed to a world where the narrator/persona is captured dancing merrily and locked up into a world of limits. The images inside this crystal cabinet â€Å"translucent, lovely, shining clear†; all of the people and places are presented in their perfect forms. Here, Blake comes to an agreement with Plato’s philosophy ‘that a world of ideal forms only exists beyond our perception’. His poem presents an encounter with the world, as the fourth stanza seems to be Blake pleading in hope that his readers will one day realize the possibility and potential which one can escape from their repressed society. â€Å"O, what a pleasant trembling fear!† is not necessarily speaking of fear itself, but the fear that this translucent, lovely and shining clear world of his will dissipate and once again, be ruined by repression – in contrast to the French Revolution and its impact on England and the people of England. Here, Blake uses another broken dactylic meter of ‘clear’ and ‘fear’; the ‘clear’ representing/symbolizing a form of clarity, purity, innocence, and happiness and the ‘fear’ that represents the loss of that clarity. Thus, allowing one to see the desperate desire that the narrator must have towards a peaceful world, a peaceful life that is not full of danger and fearfulness. Through this poem which catapults the reader into a realm of the persona’s imagination, Blake description and different realm throughout the fifth stanza is a world containing ‘love’, for which was given and returned. This particular stanza differs from the first four as it is filled with joy, happiness and love, without having a halt. ‘O, the happiness and joy for which fulfilled my soul as though a flame being burnt, no composition, no question, I seek the love as I kiss the lovely ‘Maid’ and found that the love I seek was returned.’ Notice the ‘Maid’ in the third line of this stanza, is capitalized, which in terms represents something more than just a maid we understand in modern day, for this ‘Maid’ is not one who cleans up after our mess, but a context used metaphorically to describe a woman in particular, a woman whom the persona is trapped with respects and cares about, perhaps a lover. Linking to Blake as the poet of this poem, must represent a time in his human experience of a lover which made him burn like a flame and smile ‘threefold smiles’. Another point for which one notices while reading this poem is the broken rhyme of ‘burn’d’ and ‘return’d’; the burn’d here represents a fire (danger), a wrath, however symbolizing much more than just a fire object itself, as it symbolizes a warmth, the warmth of love, which in contrast was ‘return’d’. Here in this new world of The Crystal Cabinet, the persona trapped is happy and is in a world where his desires are fulfilled, as is the desire of his lover, his ‘Maid’. When the persona suddenly breaks the crystal cabinet in the fifth stanza, after having tried to â€Å"seize the inmost form†, the world was ‘fierce’ and shattered; and the reader is convinced that both imagination and reason are incompatible to one another. Here, the poem suggests that our lives have been so dominated by the doctrines of society that if we do try to find any reason in anything beyond the confines of the familiar lives for which we’ve been put in, we will not succeed, but will fail. In terms of Blake during his time, this particular part of the poem suggests that people during this time, their lives, are so dominated by not only the doctrines of society, but the doctrines of the Church, that if they do find reasoning and truth beyond those lines that have been drawn for them, they will die, and that truth does not prevail because of the imposed laws and rules. Therefore, the realm of the imagination that is transcended can not be quantified by either science or mathematics, nor can it be philosophized according to the laws of the State or the Church’s teachings, limiting the human minds, locking each human up with a golden key, only allowing the locked up humans to use their ‘alternative reality’ minds to go into other realms of the world. The last stanza, striking to the reader as to the narrator, basically states that ‘although one has been locked up into a crystal cabinet with a golden key, having experienced different realms of the world and having loved and loved back, one opens their eyes (†¦seize the inmost form†¦ but burst the Crystal Cabinet†¦) they break through the cabinet and once again, is back into the reality of fear and danger, back to the fearful nineteenth century world of London. As babies crying because their births are of no happy events as it only represents a continuation of this ‘woe’ (linking to ‘London’ as well as last line of ‘The Crystal Cabinet’), and ‘weeping Woman pale reclin’d’, representing the ‘plague’ from the Sexually Transmitted Diseases woman get from their husbands; there is no happiness, no other dimension that is capable of allowing one to escape reality forever, as the persona is born i nto a world ‘fill’d with woes the passing wind’. In conclusion, this crystal cabinet symbolizes a unique opportunity to unfold meaning and explore further into those minds of the nineteenth century. Using the metaphorical visionary/images to help set a stage for a greater understanding of the environment, situation and journey for which is also a realization of the philosophy of William Blake. This poem is independent, yet linked through the narrative, using color scheme and the re-use of objects and words from other narrative elements, these different realms of world’s and spaces produces a unique, harmonic, and fearful resonance to viewers. It is when the four-fold vision is sought as the Crystal Cabinet breaks, in the seventh and final stanza, summing up everything the poem means and has stood for, is returned back to the original place and location for which they had entered, in the town squares of London. Here, the readers experience has thus triggered a new perception of London, as this perception is the perception seen through the eyes of William Blake himself.