Attack on The White House Essay Example | Topics and Well Written Essays - 2500 words

Attack on The White House - Essay Example Space exploration has been left behind by the U.S.A being equipped with satellites apt enough to eye any corner of this world in a matter of minutes. Defense wise as well, U.S.A has the elite position having large chunks of budget being attributed towards the armed forces and most importantly the nuclear sector. Thus, there should be a general consent that the U.S.A is in present world the "ultimate power". Such a concentration of power and authority has not been under calm and tranquil circumstances. Instead, the U.S.A has attracted strong criticism and opposition of many rivals. They can be termed as terrorists in the American 'terminology'. Owing to such a criticism, many sensitive and central points in the U.S.A are at stake as can be observed from the past events like ninth September. The next best point of such a hunt can even be the statue of liberty, the pentagon and also the white house. Thus, to counter the lethal effects of such an emergency certain steps should be a dopted to either curtail or minimize the losses as much as possible. The white house has a place of paramount importance in the U.S.A. Located at 1600 Pennsylvania Avenue, Washington D.C, it is not only the residence of the president of the U.S.A but also a shelter for many governing executive operations. It was built on a neo classical style between 1782 and 1800. The names such as Executive Mansion (1810- 1901), President's House, President's Palace and President's Mansion were also used interchangeably for it in the past. Apart from its official significance, it is also of concern to the civilians as it houses the museum of American history and art. Hence, this structure spread over 7.3 hectares (18 acres) retains utmost importance. Returning to our topic, any kind of terrorist attack on such a prominent place of a dominant nation as the U.S.A could therefore, have serious consequences. To manipulate such a situation of emergency effectively certain steps as mitig ation, preparedness, response and recovery should be followed. However, such an incident could lead to several severe economic, social, academic and other consequences both within the national perimeters and across the border. Whereas, the rivals might in their own interest benefit from such a situation. But we shall see which impact has the highest weightage as we continue. I. Mitigation The technique of mitigation primarily revolves around the principle of not letting the attack happen on the first hand. Such a step is surely tough but if successful it can promote insurance of many lives and losses. Coupled with this, it may also include the calming down of a chaos disaster if white house is attacked. In the U.S.A, the Citizen Corps should train to inculcate this skill into volunteer's stock of craftsmanship to not only survive but also make the surroundings survive as well. In addition, the Department of Homeland Security should adopt necessary steps to detect any suspicious activity and operation beforehand. Certain gadgets and sophisticated cameras with latest updates should be installed to make the white house fool proof. Preparedness Nothing in this highly developed world as well is perfect. Even the flawless

Report project Assignment Example | Topics and Well Written Essays - 750 words

Report project - Assignment Example The scenario is to supply the Marketing Manager with new ideas for places that we can entertain our best clientele after being wined and dined as a VIP. The Marketing Manager has suggested some places to take a look at, such as a play at the IRT (Indiana Repertory Theater), a play at Beef & Boards, a play or musical at Clowes or Murat, a special art exhibit at the IMA (Indianapolis Museum of Art), a special art exhibit at Eiteljorg, or a concert at the ISO (Indianapolis Symphony Orchestra). The design will be a report in memo format to be sent to the Marketing Manager in regards to this topic. I will compare and contrast the various locales of events for ways to entertain the company’s very best customers who come to our company’s facilities every fall to see the latest designs on our newest products. Every fall, we invite our best clientele to our facilities to see the latest products and concept designs for our new products before they hit the shelves. These members of our clientele are wined and dined like VIPs before we entertain them at a local venue. In the past we took them to either the Conseco Fieldhouse to see a Pacers game or to the Lucas Oil Stadium to see Peyton Manning and the Colts play. In the past we have bought a club level box seats at either Conseco Fieldhouse or Lucas Oil Stadium where we would go to a sporting event to entertain our guests. This memo is comparing other places in which we could entertain our clientele and have an enjoyable time. I know that this year the clientele have been invited to visit our company’s facilities from the 18th of October to the 20th of October. During this time period, there are various places we can take our guests to be entertained. At the IRT, Indiana Repertory Theatre, on the 18th at 6:30 PM and the 20th at 2:00 PM Robert Neal plays James Beard in ‘I Love to Eat: Cooking with James Beard’, while on the 19th at 7:30

The Analysis on the success of Tesco Assignment

The Analysis on the success of Tesco - Assignment Example The success of an organization as argued by Philip Kotler and Kevin Lane Keller (2005) is mainly through the deployment of the 7Ps of marketing. In this section a critical analysis on the Price, product, Promotion and Place elements of the 7Ps is presented as these are identified as the critical elements in reaching the customer. Frances Brassington and Stephen Pettit (2003) argue that although the marketing mix can be explained using the 7Ps, the four critical elements that form the marketing mix are the four identified above. The authors further argue that the Marketing Mix plays a vital role in the overall marketing communication strategy of an organization, as it is the marketing mix that provides input to the marketing communication. The TESCO Finest and TESCO Value of the own brand range of products sold by the organization along with the leading brands in the retail industry is a classical example for the organization's success in the target market through extensive range of products as argued by Sandrine Mac and Scott A. Neslin (2004). The fact that TESCO Plc presents a wide range of choice in every category of its products is the major element fuelling its success in the UK and global retail market. 1.1.2: Price: The company pioneers in selling its products at competitive prices mainly lower than its supermarket competitors in the UK as well as in its global locations as argued by Isla Gower (2004) who says that 'the low price strategy of the organization without compromising the quality of its products is the key for its success in the UK retail market as the market leader'. Furthermore, the increasing awareness among the customers that quality need not be compromised with low price (Oliver Hupp and Ken Powaga, 2004) is the driving force for the organization in its continuous low price strategy. 1.1.3: Promotion: Promotion as argued by Philip Kotler and Kevin Lane Keller (2005) is 'the key for increasing the sales in the retail industry and retaining the customers in the target market'. The fact that TESCO Plc has established itself as a brand in the retail industry through pioneering in promotions like combination sales, event focused promotion of products and above all market focused promotion by its stores targeting the local markets is the major element for its growth in the UK retail market along with its pricing strategy. 1.1.4: Place: Place or the location for an organization in the retail sector is a critical element for its success as argued by Frances Brassington and Stephen Pettit (2003). This is naturally because of the need for local knowledge in the target market that serves for the promotion of its products and above all the choice of products presented in the shop floor (David Olson et al, 1982). The fact that the local knowledge is the key for increasing sales in the target demography as an organization can increase its sales only through the process of identifying the customer needs and understanding the behaviour of its target demography justifies that place or the location is a key element for the success of a retailer. The location of

Cystic Fibrosis Transplantaton Research Paper Example | Topics and Well Written Essays - 2000 words

Cystic Fibrosis Transplantaton - Research Paper Example CF is inheritable and live threatening genetic disorder mostly experienced at the Northern European parts .To develop the disorder, one must inherit faulty gene from both of your parents this is by inheriting one set defective CFTR gene from the mother and the other from the father The disease is transmitted in a recessive way with chromosome 7. (Bush, 2006 ) It is caused due to anomaly in the cells producing mucus. A defect in CFTR gene causes the cystic fibrous, that alters the core function of the protein responsible of movement of salt and water in and out of body cells. (Komaroff, 2005)Through the scientific discovery transmembrane conductance regulator, called cystic fibrosis has greatly improved the understanding of the disorder and its diagnosis also showing the disease’s complexity. The study of the diseases started in 1946 but a fulgurating progress has been discovered in the recent years. (Hopkin, 2010). Cystic Fibrous is common inheritable genetic disease within the Caucasian people in the U.S.A. From the research done the disease affects mostly the Northern European ancestry, although it too experienced at the parts of Hispanics, Native Americans. and some African-American the genetically inheritable diseases is affecting about 1 person in 17,000 African American,1 in 31,000 Asian American and large population affected being 1 in 2,000 to 3,5000. Cystic Fibrosis is an inherited disease that causes severe damages to the lungs, liver, sex organs, sinuses, pancreases, intestines, and sinuses. The disease is characterized by the buildup of sticky, thick mucus. (Moss, 1991) Cystic Fibrosis is inherited diseases of the sweat glands and mucus. The mucus clogs the lungs as a result the breathing systems is affected and the mucus catalyze the growth of bacteria .Respiratory problem signs include breathlessness a stuffy nose, wheezing, a persistence in coughing and a decreased exercising ability

Romeo and Juliet - Lurhman and Zeffreli Comparison Essay Example for Free

Romeo and Juliet Lurhman and Zeffreli Comparison Essay Romeo and Juliet. Over the past 500 years there have been numerous adaptations for stage, musicals and films based and interpreted from the original tragic love story of Romeo and Juliet. Written by Shakespeare in 1500’s and Juliet is undeniably Shakespeare’s most successful and well known play. The tragic story line filled with unfortunate events and heartbreaks are something that appealed to the Elizabethan era audience. The two most well known movie interpretations would have to be the version done by Baz Luherman and Zeherelli. Zeffireli’s version of Romeo and Juliet was a very traditional one and was set in Verona where the original play was located. It was written and directed by Franco Zeffireli and starred Olivia Hussey and Leonard Whiting. Released in 1968 the film was the most financially successful film made up to that time because of the young teenage audience it had attracted. Although it may not be appealing to the teenagers in this century. It followed the Original storyline very clearly and the costumes were very much like those it the time it was made. Baz Luherman;s version of Romeo + Juliet and starring Leonardo Di Caprio and Claire Danes was a modernization of William Shakespeare’s play. It still had the original Shakespearean dialogue but the Montague’s and Capulet’s were represented as opposing business empires. Very much unlike the original storyline there were guns, cars, and very modern sense of clothing. Filmed in Mexico and Miami It was set in the fictional Verona Beach. This was a very successful version of the story and many viewers around the world loved the great difference in the interpretation. This film was released in 1996 and grossed $11. 1 million in its opening week, ranking #1 at the box office. Act 1 Scene 5 of Romeo and Juliet is a very essential part in understanding the tragedy of the story. It is where they first meet and fall in love at the Capulet’s masquerade ball. Towards to the end of the scene they realize their love would not be allowed because of the history of their feuding families. Juliet being a Capulet and Romeo being a Montague creates confusion and disbelief for the audience. In my opinion the film that portrays this in a better way is Luhermans version. Compared to Zeferellhis traditional movie it keeps the audience interested in what is happening. Some things that contribute to this is the mi –sen –scene music, lighting, camera angles and costumes. The music in Zeherellis movie is very traditional, when Romeo and Juliet meet eyes for the first time in the movie the music becomes soft and sweet, the typical love-song music of Shakespeares time. The setting is at Capulets masquarde ball and in an old castle made from stone and has candle lit lighting. Just like the music, lighting and location the costumes stay very true to the Elizabethan era. There is not much of a variety in the camera angles and it usually focuses on the actors facial expression. This movie would have been more of what Shakespeare intended. Luhermans version on the other hand has a very different atmosphere. This modernized adaptation has much more up tempo and disco music. Although when Romeo and Juliet first meet the slow song ‘Kissing you’ is playing in the background adding an addition of romance to the scene. The lyrics reflect their relationship and is ended with the kissing. The setting is very modern and instead of a masquerade ball there is a costume party. The start of this scene is very upbeat and lively. The lighting is much brighter than Zeherelli’s version and at the beginning there is flashing lights. Luherman was more experimental with his camera angles using medium shots, long shots, tilted angles, and spinning effects making the audience feel more involved in the scene. These two movies have given more of a great depth to the tragic love story of Romeo and Juliet without taking away the beauty of the language. In my opinion Baz Luherman was more successful in appealing his movie to the audience of Australia. It’s was easily more relatable than the older 1968 Franco Zeherelli movie. However he did a great job creating a movie just the wal William Shaksepare would have intende however along with most people of my age I enjoyed and found the Luherman version more enetertainging.

Factors Leading To Integration Of Marketing Communication Marketing Essay

Factors Leading To Integration Of Marketing Communication Marketing Essay Keeping in view the dynamic environment of todays business, Marketer is required to develop the product that have the capacity to satisfy target market needs and wants, price that product attractively, and ensure its availability to the target customers. But the task does not stop over here; the organization must also communicate with their target about the company offerings. Communication is the process in which messages are exchanged to achieve a desired behavior direction or goal. The task of communication with target market is called promotion in Marketing. A company can use variety of promotion techniques including advertising, personal selling, sales promotion, direct marketing and public relations to achieve the companys communication objectives. From the last two decades, promotions strategies used by organizations around the world have undergone through tremendous changes. This is due to the fact that the technology has revolutionized our daily life, marketing promotion have no exception. Companies must be aware of the fact that the face of marketing communications is continuously shifting and, to be successful in the future, the Marketing manager needs to utilize the novel emerging communication techniques. According to Kotler and Armstrong (2006), Integrated Marketing Communications (IMC) is a concept in which a company carefully integrates and coordinates its many communication channels-mass media advertising, personal selling, sales promotion, public relations, direct marketing, packaging, and others-to deliver a clear, consistent, and compelling message about the organization and its products. The results of IMC are better communication that transform into consistent sales volume. The integrated marketing communication goes beyond these specific promotion tools. The design, and packaging of the product, its container and packaging, its price, and the retail stores that sell the product, all communicate something to buyers. Thus, although the promotion mix is an organizations primary communication, the whole marketing mix including product, place, price and promotion must be coordinated in order to achieve the desired impact. The organization IMC helps the firm in identification of the target audience, and then helps the firm in designing a well-coordinated promotional program that focus on managing the customer relationship over time. According to Pelsmacker et all (2006) Integrated Marketing Communication is the integration of specialized communications functions that previously operated with varying degrees of autonomy. If the organization fails to integrate its various communications tools, for example, the advertisements of the offering concentrate on one thing, while a price signaled transmit a different message while the labeling of the product depicts still another message. This will create ambiguity in the mind of the consumer and he will wander here and there in search of what the company is trying to convince me? As Kotler and Armstrong (2006) have pointed out IMC builds brand identity and strong customer relationships by tying together all of the companys messages and images. Brand messages and positioning are coordinated across all communication activities and media. Factors Leading to Integration of Marketing Communication: The following are some of the reason due to which it is inevitable to integrate the Marketing Communication of the organization. Fragmentation of the mass market: This mass-marketing strategy focuses on what is general in the needs of consumers rather than on what is different. The organization offer single Marketing Mix consists of one type of product with small or no variation, one pricing strategy, one promotion program aimed at every person and one distribution system aimed at the entire market. In the last two decades, the mass marketing strategy has lost its impact due to fragmentation of the markets across the world. Consumers around the world now have a more options of what to buy, what to watch to listen or read. The emergence of new market segment which was previously homogeneous, having distinct needs, requirements, and preferences. (Groucutt ; 2004). These fragments reduce the effectiveness of mass marketing techniques and erode brand loyalty. Media Fragmentation: Market fragmentation has resulted in media fragmentation because the of alternative media channels available to the consumer and all messages seen as one single message to consumer. Todays consumers are being irritated with a bundle of of television channels, and a steady stream of new magazines that hit the newsstands every week. Coupled with rising level of ad dodging and the future for some mass media might seem austere. Therefore advertising has to spread further, covering massive amount of channels to gain the same exposure. Explosion of New Technologies: The Technology is evolving today with much speed and has a very disruptive impact on our daily life. Something that has been considered as status symbol today is a myth of past now. Also this explosion allow customer to have greater control over the communication. Consumer can now select what to see, and what to hear more easily as in past. Emergence of Global Markets: Due to advent of IT the whole world has collapse to a global village. The culture around the world is merging and a unified culture is emerging. Although this has created some opportunities for organization, but is also posing some potential threat as they need now to be very cautious while designing there promotional programs and unless the promotional program are well coordinated and integrated it will not have any impact on the target market. The global market has also led to increase in advertising mess due more channels and more group placing ad on mass media. Shifts of Power from Manufacturers to Retailer: The power that historically rests with manufacturer has been shifted to retailer. The retailers due to this power now demands huge promotion fees and can offer better retail information from due to the usage of checkout scanner technology. Shifting of Promotion Cost from Advertising to other Forms of Promotion: Due to the increase usage of Internet, growth of customer databases, customer lack of time, companies are moving toward concentrated and niche segmentation, as consumer has the convenience to order what he needs and wants from direct marketers. This had led to change on the percentage of promotion spent on advertising. Traditionally this percentage used to be very high but now as the market conditions are changing it is eroding and taking the form of direct marketing, point of sales activities, online advertising etc. Emergence of Lower Cost and More Target Communication Tools: As the traditionally used media tools is losing its impact, the exploration of lower-cost and more targeted communication tools continues. Marketer now have the option to use promotional tools like event marketing and direct mail etc that are more targeted and have less cost as compared to of mass media. Development of Database and Relationship Marketing: One of the most important Direct Marketing is the Customer Databases. It is a controlled collection of absolute data about individual customers or prospects, together with geographic, demographic, psychographic, and behavioral data. These databases help companies in influencing and building customer relationships and the organization can also tailor its message or market offering according to the personal needs of the target market. Increase Usage of Internet: The usage of Internet around the world is increasing with the passage of time, and this had led to change how a company does its business and how the organization communicate and interact with its target market. Companies around the world are using the Internet as a competitive tool to change how they transact the business. They can a company does business and how they communicate and interact with customers as they can reach prospects at just the right moment and can offers a low-cost, well-organized way to reach markets. Agency Accountability: The terms and conditions of the relation that the company and agency used to have are changing, due to changes in the competitive setup of the industry. The organization now demands for greater accountability from the advertising agencies and changes in return and incentives of the agency. Marketing Strategy Results Measurement Organization now calls that the activities that the marketing department carries out should be measurements appropriately and expectations from marketing strategy. Change in Shopping Approach: The reason behind why the consumer goes for shopping has been change. Traditionally people used to went for shopping in order to get the desired products and/or services from the market. But now the shopping approach has been changed, it is now taking form of freedom and entertainment. Growth of Digital Media: Multi-track media society that is constantly developing and changing with the passage of time has led to advent of digital media. In digital media consumer have extraordinary control over the information and entertainment choice. With new digital media in place, people have thousands of viewing options they can select from. Future of IMC: The conception of integrated marketing communications (IMC) is fairly new. The IMC tools allows marketing manager to plan and then execute his marketing communication programs, which create and maintain mutually beneficial, long-term relationships with the target market by satisfying their needs and wants. This means that promotion tools are used to create loyalty. The future trends of IMC are discussed in the following: Competitive Advantage: The Various tools that organization has can be used as a competitive edge against the competitors. Competitive advantage is the edge and the ability of firm to provide superior value to its target market as compared to competitors. As IMC components are designed as a whole, the organization is able to focus its efforts in all the communication elements that create single, powerful brand equity by speaking with one voice. This single brand message provides a competitive advantage to the company as the target clearly understand that what the company is communicating. Brand Equity IMC strategies are essential to the companys strategic brand management because IMC strengthens the interface between the organizations strategy of brand identity and the target markets brand equity. The organization that uses IMC strategies will be able to measure the brand awareness and brand image of its various offerings. Specifically IMC strategies and brand identity are the most vital parts of the companys overall brand equity strategy. The brand identity strategy of the organization serves as a foundation for its overall IMC initiative and, for this reason, accounts for to the firms brand equity. Online Advertising: Online Advertising is becoming powerful IMC tool for advertisers and organization can use online advertisement as people are now spending more time online; the Internet became another channel via which companies can market their offerings successfully. (Google; 2007) Because of the Internets versatility, it will give an organization the opportunity to reach and interact with its target market. Companies can now produce an IMC campaigns that exclusively target the desired customer more successfully with less cost as compared to traditional communication efforts. Online campaigns will give organization new abilities to the organization due to the following reasons: Reach: The Internet used by more than 170 million people only in the United States. Relevance: Online Advertising shows ads to potential customers who are actively searching for what businesses have to offer. Return on investment (ROI): Using analytical tools, companies can understand more about the effectiveness and efficiency of their ads. (Google; 2007) Viral marketing: Viral marketing is an IMC technique that is mostly used for trendy brands, Marketers are increasing acknowledging Viral marketing as an important IMC tool because it offers the traditions benefits and effectiveness of advertising. In viral marketing the organization promotes its product using Word of Mouth Marketing (WOMM), utilizing individuals communication networks, and relying on their individual recommendations to sell the product. Companies actively seek viral marketing, by fueling discussion on their offerings. (Groucutt, J. et al 2004). Multi Chanel Promotion: As multi channel media increases in reputation, the problem of IMC is to make sure that the IMC campaign reaches its planned audience. According Perkin (2003) as media-blitzed, ad-cynical, time-poor, channel-flicking audience living in a fast-paced, attention-challenged world The fact is that due to fast pace of technology, and globalization of the world, consumer behavior around the world is changing. Today customer have more control over what to see, and read and therefore IMC need to tailor the organization campaign as per the requirements of the market. Media Selection There are a huge number of magazines, each having its own focus, allowing segmented audience to the organization. The owner of these Magazines not only offers media planners a place to get the target audience, but also provide insights regarding audience and how to connect with them in the most excellent manner. Companies can use these magazines in there IMC efforts by effectively marketing their product and to utilize and ensure correct targeting, positioning and promoting the company offerings. (Perkin, N. 2003). Sponsorship Campaign Sponsorship of sporting events like football, cricket, or even horse race is recognized as a strong medium of promotion due to its focus of providing target audience on one platform event and the capability to attach with company target market by adding value to their behavior and interests. The finding of the response that how a particular customer or a group of customers will reveal some interesting aspects about the company sponsorship and will also reveal the form of sponsorship appropriate for the company products. Although sponsorship, like other form of promotional mix, has to prove its value in IMC, consumers are inner to a sponsorship strategy. Targeting the accurate event will take a lot of research on behalf of the organization while the exposure created by sponsorship is very short lived (Crow 2003). Market Positioning The art of targeting customer to portray a product in a certain desired manner in known as positioning is the one of the most important factor while launching a new product and/or service for any organization. With the entire media overloaded, the consumer has closed mind to the new products, therefore, the company offerings should be exceptional, and supported by original, relevant, creative and really inspired IMC efforts. Advertising diffusion is exceptional and media fragmentation is growing now a days. In order to get a desired level of recall and brand awareness marketer need to target several medium. This is due to fact that consumer media habits are diverse and had led to higher IMC budgets and also waste of the precious organizational resources. Direct marketing Direct marketing has become one of the most effective and efficient way for reaching target market due to dynamic environmental factors, changing customer preferences, and technological developments. (Brassington, F. Pettitt, S. 2003). The key to successful direct marketing for an organization is targeting. The success of marketing manager while using direct marketing depends on his capability to identify the just right audience for the company product and then design the direct marketing campaign to achieve that goal. Site-Targeted Campaigns: The keyword-embattled ads can become visible on Google exploration results pages or on search and content sites inside the Google Network. Site targeting will give an organization the ability to: Advertise on most wanted sites. Reach customers near the beginning in the buying process, with advertisements designed to increase responsiveness or to promote a brand, but not unavoidably to generate clicks or traffic.

Nature or Nurture: Case for an Integrated Life-Span Approach

Nature or Nurture: Case for an Integrated Life-Span Approach There has been a debate raging, sometimes quietly, sometimes not, in regards to why individuals are the way they are. Most now realize that there is a tremendous interaction between the expression of the genes that we are given and the environment that forms the context for growth and development. Consider identical twins, separated at birth, that grow up with no contact yet are remarkably similar (Santrock 1999, p. 65). Alternatively, consider children who have experienced extended separation from parents and where placed in a orphanage. Though they tested as being developmentally retarded, depending, if the were adopted prior to six years of age, they showed remarkable recovery while those remaining â€Å"institutionalized† never functioned ‘normally’ (Cole Cole 1989, pp. 251-252). Clearly, it is not an ‘all-or-none’ proposition. Even within a paradigm of an interactive process, the early theorists tended to believe that development happened in childhood and one’s adult years simply played out the development of one’s youth. While there is virtually universal agreement that the developmental foundation laid during infancy, childhood and adolescence cannot be understated in importance, in the last 30-40 years, there is a growing widespread recognition that development is lifelong process. Termed the â€Å"life-span approach†, it explicitly recognizes a four-fold approach to understanding both development and psychology, considering biological, environmental, social and cultural factors (Cole Cole, 1989, p. 11). The case of David, Ruth, Mei Ling and Mrs. Brown represents a situation which virtually demands the application of such an approach. One the following pages are tables which presents each person, their developmental issues by perspective and a psychology summary utilizing varying t heorists to ‘explain’ their current dilemma. In addition to the primary consideration of David and Ruth, Mei Ling is also presented to her pivotal role in the dynamics of David and Ruth’s situation. The life-span approach, by virtue of its multiple perspectives, takes into consideration that biology and environmental consideration are only valid in the context of cultural and social frameworks. With this approach, it is possible to begin reconciliation of otherwise often competing theories. A further contribution of this method is that is recognized as having seven very relevant characteristics (Santrock 1999, pp.9-11): Lifelong in nature – Unlike some paradigms, the life-span approach considers development to be ongoing throughout life, not just a childhood process. Multidimensional – There are often multiple factors for any given outcome or behavior. Just as David expresses unresolved anxiety from his ‘abandonment’, he is also frustrated by work pressures and the demands of his new family role(s). Multidirectional – Elements of one’s development do not always improve with age. For example, one’s physical abilities improve until early-adulthood and then begin to decrease. This is a key element in this case for Mrs. Brown who, due to a recent illness, has become suddenly much more aware of her gradually increasing dependence on others to perform tasks for which she recently needed no assistance. Plastic – In opposition to a pure â€Å"nature† approach, development is not fixed though one should keep in mind that, no matter how hard one tries, ‘a pig cannot be taught to sing’. Clearly, biology gives one certain potentialities that are expressed by environmental or other stimulation. Historically Embedded – Development is contingent upon the broader environmental context of history. For example, a child in the 1950’s is different in many respects that a child of this decade, despite experiencing many of the same psychodynamic issues and stages. Multi-Disciplinary – One cannot be a biologist and fully understand human development though this perspective is essential. In the same way, one cannot be a pure behaviorist and expect to account for the width and breadth of development. Contextual – Biology acts upon and with social, cultural and psychological factors. Similarly, the experiences one has shapes the expression of biological elements of development. While most any aspect of David and Ruth’s current situation can be explained by the application of one or more theoretical perspectives, it is the life-span approach that allows them to come together in one cohesive â€Å"story†. Unfortunately, it is only in retrospect, in most cases, that development can be full understood. To illustrate, consider the figure below. One can easily explain the â€Å"path† from E to A with the benefit of the perspective of looking back. However, consider that one would only have a 1/256 chance at arriving at E given the choices that present themselves at each â€Å"juncture of life† (Cole Cole 1989, p. 263). In explaining any given situation, the lifespan approach seeks to take advantage of all available information from both sides of the nature/nurture debate. While no method can approach the accuracy of hindsight, the insight offered by the recognition that people are ever developing and are not so easily understood by a single school of thought gives tremendous power to the ability of psychology to make meaningful contributions to those in the midst of the struggles of life. Works Consulted Santrock, J. (1999). Life-Span Development, 7th Edition. McGraw-Hill College: Boston, Massachusetts. Cole, M. and Cole. S. (1989). The Development of Children. Scientific American Books: New York, New York. Gleitman, H.(1986). Psychology, 2nd Edition. W.W. Norton Company: New York, New York.