The Lively Earth Important Features Make the Earth Unique Free Essays

string(90) " Venus from the sun is 3/4 and 4/5 of the Earth, Venus has an atmosphere \(Adams, 1934\)\." EASC 2112 Earth System The lively Earth: important features make the Earth unique Name: Leung Ho Nam, Banson UID: 2011712579 Introduction: The Earth is one of the eight planets in the solar system. The planet Earth is emphasized as â€Å"the rare Earth† in numerous literatures because of its unique physical conditions and the complicated interactions among all biotic and abiotic systems. Isotope dating indicates the earth was formed approximately from 4. We will write a custom essay sample on The Lively Earth: Important Features Make the Earth Unique or any similar topic only for you Order Now 53 to 4. 568 Ga, according to isotope used (Allegre et. al. , 1995). Despite the precise formation time of the Earth, there is no exact planet formation model that is generally accepted except the minimum mass solar nebula model, MMSN (Canup, 2008). The MMSN model suggested the planetary accretion of the Earth and other terrestrial planets begins with a disc of hydrogen abundant gas and dust, circulating around the sun. Following by a series of collision, small particles combine and collapse repeatedly. The runaway growth slows down until reaching a certain mass (Canup, 2008). The formation process is crucial to the evolution of the Earth because it determines the source of materials which the Earth contains. The formation of the Earth, indeed, is not specific enough to comprise â€Å"the rare Earth† because all solar planets were grown within a circumsolar disc of gas and dust suggested by Canuo (2008). When we look at the solar system from the outer space, the Earth is probably the only shiny blue planet because of water surface reflection. 70 percent of the Earth surface is covered by the ocean. There is approximately 1. 4 billion km2 of liquid water by mass on Earth (Oak amp; Kanae, 2006). The existence of permanent liquid water responsible to create a mild temperature and a stable environment. Liquid water is an important element implicates the emergence and evolution of life on Earth after a few million years from the latest collision (Baross amp; Hoffman, 1985). The distinct blue colour of the ocean and the green colour of the terrestrial land is obvious on the Earth surface. Nevertheless, it is hardly to observe the entire view of the surface because of the scattering effect (Adams, 1934) and screening effect of the cohesive cloud in the atmosphere. Differences between the earth’s atmosphere and other planetary atmosphere including the presence of oxygen and relatively low carbon dioxide concentration. The atmosphere is extremely important to the biosphere. Without atmosphere, organisms nowadays would probably remain in the simple form or single celled. Furthermore, the ozone layer in the atmosphere absorbs and reflects part of the solar radiation incoming from the sun. This reduction of solar radiation lowers down the atmospheric temperature dramatically which allows organisms to survive. The Earth would not be so unique among the solar system when missing either one of the systems. The Gaia hypothesis links this concept and indicates the Earth is a giant self-regulating system. The interactions of the organisms with their abiotic environments modified the condition of the Earth such as oxygen content and atmospheric temperature, making the Earth more habitable terrestrial planet (Lovelock, 1973). Evolution of the Earth: Allegre and the research team (1995) suggested that the Earth was formed 4. 53 to about 4. 7 Ga. The age range of the earth was estimated by means of a series of isotope dating so the results are relatively valid. The Earth queues the third planet from the sun and its average radius is 6371 km (Lide, 2000). Because of specific distance from the sun and the size, the Earth prevents some of the very light elements, such as hydrogen, from escaping, by gravitational force (Adams, 1934). Moreover, the Earth has a gravitational force of 10 g (Yoder, 1995). Gravitational force is an inconspicuous pull generated from the Earth core. The Earth self-spins once it is formed. The rotation period of the earth is 23 hours and 56 minutes (Gold, 1967). This spinning effect creates centrifugal force which differentiate substances by mass. Heavy metal tends to migrate toward the Earth core and leaving the light materials outside. When time passes, the surface of the earth cools and the first land formed. Although land also appears in other planets such as Mars, the crust of the Earth is different. Interestingly, unlike Mars, the Earth surface is not covered by a concrete sphere but a few tectonic plates. Since the Mars is much smaller than the Earth so the cooling effect of Mars is much faster than the Earth. By now, the crust of the Mars has not been renewed for a certain long period. The plate tectonic moves with three strategies, convergency, divergency and transformation. The movement of the plates driven by the underneath semisolid magma (Courteny, 2008). Surface morphology is determined by the way which the tectonic plates move and density of the plates. Tectonic activities, earthquake, mountain-building, volcanic eruption and subduction zone, are restricted along plate boundaries (Courtery, 2008). Volcanic activities and oceanic subduction are extremely important processes to deliver materials from the inner core and renew surface materials respectively. These recycling processes keep providing accessible resources for the living organisms. Atmosphere and ocean formation was also suggested to be related to volcanic activities (Morbidelli, 2000). Aforementioned that self-spinning of the Earth differentiate substances on Earth. Iron, as a metal that can be magnetized, and with accordingly high atomic mass, moves inward and forms the core. After 60 million years after the late Heavy Bombardment, the magnetic field was established (Staff, 2010). Studies from Karato (1993) implies the magnetic field may relate to the magnetizing properties of iron. No matter how the Earth’s magnetic field was formed, it â€Å"prevents the atmosphere being stripped away by the solar wind† (Staff, 2010). Atmosphere: The atmosphere is the outermost, thin layer enclosing the Earth. The composition of the atmosphere for example, oxygen, is imperative to the evolution of the Earth. The atmosphere of the Earth is comparable to the nearby terrestrial planet such as Mars and Venus. Given that the average distance and the size of Venus from the sun is 3/4 and 4/5 of the Earth, Venus has an atmosphere (Adams, 1934). You read "The Lively Earth: Important Features Make the Earth Unique" in category "Papers" Spectroscopic studies indicate that the atmosphere of Venus does not show any markings representing the presence of oxygen and water vapour, even if these elements, once, had been appearing on Venus, they were consumed by the crust. Another result in the same spectroscopic concluded that the Venus atmosphere contains a high concentration of carbon dioxide, triggering a sever greenhouse effect (Adams, 1934). In addition to Venus, the Mars with only one tenth by the mass of the Earth also has an atmosphere. Spectrograms studies raised significant markings on ? 8300 and ? 8700 recognizes the appearance of water and carbon dioxide respectively on the Mars atmosphere(Kaplan et. al. , 1964). The presence of water on Mars is obvious with the ice cap present in the polar region of Mars (Adams, 1934). Not surprisingly, oxygen absents in Mars atmosphere and was proofed by the light frequency relative to carbon dioxide was not absorbed by the Mars atmosphere (Kaplan et. al.. 1964). From the example of Venus and Mars, it clearly shows that containing such a high concentration of oxygen, 21%, with extraordinary low carbon dioxide concentration, 0. 03%, as the Earth’s atmosphere is uncommon in the solar system. The composition of the Earth atmosphere provides with evidences that it has been modified by some other factors. This modification, as we know, was conducted by plants. Plants inhale carbon dioxide and exhale free oxygen as a by-product through the process of photosynthesis, inorganic substances were also converted into organic substances during the process (Berkner amp; Marshall, 1965). Free oxygen facilitates the evolution of organisms because high oxygen concentration triggers aerobic respiration, without oxygen, organisms nowadays would probably remain simple (Fenchel amp; Finlay, 1994). Differences between aerobic and anaerobic respiration not only limit on the requirement of oxygen, the oxidizing power and good electron accepting properties of oxygen boosts energy metabolism (Babcock, 1999). Babcock (1999) also stated that aerobic respiration releases much more ATPs than anaerobic respiration, ATP can be treated as the energy storage unit in organisms. In other words, organisms undergo aerobic respiration can perform more vigorous activities or prolong the duration of the activities. Furthermore, the ozone layer derived from the excess free oxygen incubated a habitable environment for living organisms. The ozone layer with related to energy budget and the effect on human was well examined in Norway (Adams, 1934; Henriksen, 1990). The ozone layer prevents living organisms burnt to death by screening out part of the UV-radiation reaching to the Earth surface. Hydrosphere: By the time when Earth was just formed, water from asteroids,  proto-planets, and  comets was locked in the core. Volcanic extrusion and outgassing brings magma along with dissolved gas and water vapour to the surface respectively. Extruded gas and water vapour suspended in the atmosphere therefore atmospheric pressure continuously increases. Water condenses when the atmospheric vapour pressure is saturated. Water droplets fall onto the ground and ocean formed (Morbidelli, 2000). Liquid water is an advance heat reservior because of having an extremely high specific heat capacity, 4200J/kg/?. This significantly high specific heat capacity, in other words, a large sum of energy can only result in a small extent of changes in temperature of water. The high energy absorption ability combined with the ocean current makes the ocean a good vector for transporting absorbed solar energy and regulating global climate (Michon, 2006). Apart from an excellent thermal reservoir, liquid water is also a good solvent. Gases in the atmosphere and minerals from the hydorthermal vents can easily dissolve into the water. Dissolved gas and minerals has planted a seed to the extensive evolution of life throughout the geological time (Morris, 2007). Biosphere: As we discussed the geosphere, atmosphere and the hydrosphere above, these systems have one thing in common. All the systems are linked with the biosphere. Although other planets in the solar system exhibit either physical feature, mostly not more than two, with Earth. The true uniqueness of the Earth raised from the presents of life which cannot be found on other planets recently. The origin of life is still a hot arguing topic among groups of scientists. However, the hydothermal vent is the most commonly and recently acceptable concepts of the origin of life (Baross amp; Hoffman, 1985). The origin of life via submarine hydrothermal vent hypothesis has not been disproved yet since it was published because there are no other environment on Earth can provide a thermo-stable habitat with abundant minerals supply, for example, nitrogen and sulphur, for life establishment (Baross amp; Hoffman, 1985). Photosynthesis is considered as a key issue of the origin of life (Hartman, 1996). Bacteria record found in western Australia, dated as 3. 5 billion years ago, stated that cyanobacteria may be the first autotrophic organism and responsible for the later atmospheric modification (Awranik, 1992). This key process opens the window of free oxygen, hence considerably boosted the evolution of organisms. The GAIA Hypothesis: Every system discussed above has its own features and contributions within the system boundaries. There is no doubt that every literatures when emphasizing the planet Earth, it can hardly find any paper just put the focus on a single system. The same situation can also be observed in this article. For example, in the discussion part of the origin and development of the atmosphere, the tectonic activities and outgassing processes were mentioned. Moreover, a similar case was obtained when investigating biosphere. Although the whole part is bias towards living organisms, the effect of atmosphere to the biosphere can hardly be eliminated. The above situation is not due to the habit of the authors or the regulations of the publishers but it is the real case of the Earth. All systems on the Earth, including geosphere, atmosphere, hydrosphere, biosphere or even self-defined systems, are interdependent. These systems interact with each other to create a more habitable planey. This complex interaction has long been observed by James Lovelock (1973) and explained in the GAIA Hypothesis. GAIA hypothesis suggested early life form achieve some sort of ability to control the global climate and the effect is still active. Lovelock (1972) stated that once the life exist on Earth, the physical environment and the chemical states had resulted a dramatic change. For example, the solar radiation level had increased dramatically since life exists. The Earth surface temperature, nevertheless, has only changed for a few degrees, throughout billion of years, compared to the current temperature. More interestingly, the rate and the extent of temperature change during the past billion years is so slow and mild respectively that the environment always permit the persistence of living organisms or provide long enough time for organisms to adapt. Without life, the atmosphere of the Earth will be similar to that of Mars and Venus. The above example, therefore, proved that the atmosphere we are now breathing is â€Å"biological contrivance† (Lovelock, 1972). The terms â€Å"Spaceship Earth† (Lovelock, 1972) was used to represent the planet where we are living. When astronauts were sent into the space, all the requirements for survival can only obtain from the storage in the spaceship. If either system in the spaceship fails, astronauts will probably die. Conclusion: Doubtlessly, the Earth has many physical environments that absent in other planets. For example, liquid water and living organisms. However, what really makes the Earth rare is the interaction between different functional systems with unknown complexity. These interactions connected to the terminology of the â€Å"Spaceship Earth† meaning the Earth has the ability to self-regulate to adjust its own environmental condition that result in a harmonious giant system. Reference: Awramik, S. M. (1992). The oldest records of photosynthesis. PhotosynthesisResearch 33 (2): 75-89 Claude J. Allegre,  Gerard Manhes,  Christa Gopel, (1995). The age of the Earth. David R. Lide. (2000). Various. Handbook of Chemistry and Physics  . 1 Geochimica et Cosmochimica Acta, 59 (8):1445–1456 Gerald T Babcock. (1999). How oxygen is activated and reduced in respiration. PNAS. 96(23):12971-12973 Henriksen, Thormod, Dahlback, Arne, Larsen, Soren H. H. Moan, Johan. (1990). ULTRAVIOLET-RADIATION and SKIN CANCER. EFFECT OF AN OZONE LAYERDEPLETION. Photochemistry and Photobiology. 51 (5):579-582 Hyman Hartman. (1996). Photos ynthesis and the origin of life. Origins of life andevolution of the biosphere. 28:515-521 James E. Lovelock, (1972). Chapter 25: GAIA as seen through the atmosphere. Atmospheric environment. 6 (8):579-580 James E. Lovelock, (1973). Atmospheric homeostasis by and for the biosphere: thegaia hypothesis. Tellus. 26 (1-2):2-10 John A. Baross amp; Sarah E. Hoffman. (1985). Submarine hydrothermal vents andassociated gradient environments as sites for the origin and evolution of life. Origin of life and evolution of the biosphere. 15 (4):327-345 L. V. Berkner amp; L. C. Marshall. (1965). On the origin and rise of oxygen concentrationin the earth’s atmosphere. Journal of the atmospheric science. 22(3):225-261 Lewis D. Kaplan, Guido Munch, Hyron Spinrad (1964). An analysis of the spectrum ofMars. The astrophysical journal. 139 (1): 1-15 Morbidelli, A. et al. (2000). Source regions and time scales for the delivery of waterto Earth. Meteoritics amp; Planetary Science  35  (6): 1309–1320 Morris, Ron M. (2007). Oceanic Processes. NASA Astrobiology Magazine. P. D. Moore. (1983). Plants and the palaeoatmosphere. Journal of the GeologicalSociety of London, 140(1):13-25 Robin M. Canup, (2008). Accretion of the Earth. Philosophical Transactions:Mathematical, Physical and Engineering Sciences. 66:4061-4075 Scott, Michon (2007). Earth’s Big heat Bucket. NASA Earth Observatory Seligman, Courtney (2008). The Structure of the Terrestrial Planets. OnlineAstronomy eText Table of Contents. URL: cseligman. com. Accessed: 6thNovermber,2012 Shun-ichiro Karato. (1993). Inner Core Anisotropy Due to the MagneticField—induced Preferred Orientation of Iron. Science,  262 (5140):1708-1711. Staff. (2010). Oldest measurement of Earth’s magnetic field reveals battle betweenSun and Earth for our atmosphere. Physorgnt. news. T. Gold. (1967). Radio Method for the Precise Measurement of the Rotation Period ofthe Earth. Science. 21 (3786):302-304 Taikan Oki amp; Shinjiro Kanae, (2006). Global Hydrological Cycles and World WaterResources. Science 313 (1068. ) Tom Fenchel amp; Bland J. Finlay. (1994). The evolution of life without oxygen. Americanscientist. 82 (1):22-29 Walter S. Adams, (1934). The Planets and Their Atmospheres. The Scientific Monthly. 39 (1):5-19 Yoder, Charles F. (1995). Global Earth Physic. A Handbook of Physical Constants. Washington: American Geophysical Union. p. 12 How to cite The Lively Earth: Important Features Make the Earth Unique, Papers

MRI Imaging Musculoskeltal Assignment - Effective Solution

Questions: 1- Femoroacetabular Impingement (FAI) can be an indication for MRI of the hip. Define and discuss this condition. 2- Discuss coil selection and describe how you would position a patient for MRI of hips. 3- "Tennis Elbow" is a common indication for elbow MRI. Define and discuss this condition. 4- Discuss coil selection and describe how you would position a patient for MRI of an elbow Answers: 1. Femoroacetabular Impingement (FAI) can be an indication for MRI of the hip. Define and discuss this condition. Femoroacetabular Impingement or FAI is said to be a condition where the hip bones are unusually shaped (Owens, 2009). As because of the irregular bones, they do not perfectly fit together and hence, rub against one another. This causes injury to the hip joint. This picture represents healthy hip; femoral head sets in perfectly into acetabulum; source: Basically, the hip anatomy is made up of a ball and socket joint. The socket potion is made up of acetabulum, the part of largest pevis bone. The ball is mainly the thighbone or femoral head that is the upper area of femur. A greasy tissue, articluar cartilage cover ups the ball and socket surface. The articluar cartilage creates a low friction and smooth surface, which helps the hip bones to easily move smoothly across one another. The acetabulum is looped by labrum, a strong fibrocartilage. The labrum practically works as a mechanical seal, a tight seal that gives joint stability. This picture illustrates comparison among different states of FAI; source: (Hessel, 2014). In case of femoroacetabular impingement, bone spurs form along the acetabulum or femoral head. The overgrowth of bone causes hip bones to knock against one another and cannot move smoothly (Pun, Kumar Lane, 2014). Eventually, this condition can give rise to the ripping of labrum and articular cartilage breakdown, which is also termed as osteoarthritis. Types of FAI There are mainly three types of FAI, medically termed as cam, pincer and combined impingement. Cam: In case of cam, the femoral head is malformed and failed to rotate smoothly inside acetabulum. A bulge appears on the boundary of femoral head and this appearance crushes the cartilage insde acetabulum. Pincer: This type of condition arises because of extension of an extra bone over normal acetabulum rim. This situation can crush labrum beneath the prominent rim of acetabulum. Combined: In this type of impingement both can and pincer types are visible. FAI progression Currently it is quite difficult to statistically present the data of FAI affected individuals. Few people may survive for a longer period of time, actively with FAI and may never face any complications. Nevertheless, while indications develop it generally shows that damage is present to the labrum or cartilage and subsequently the illness is expected to progress. Indications may include limping, stiffness and pain. Causes of FAI FAI takes place as hip bones fail to form usually during childhood. It is considered as the malformation of a pincer or cam bone spur or both the condition together, which causes joint pain and damage. It is said that when hip bones are abnormally shaped, there will be few options left to avoid this condition. Researchers have seen that athletically active individual may utilize their hip joint more dynamically. They may start to feel the pain prior than those individuals who are not much active. Nevertheless, exercises do not cause FAI. Symptoms of FAI FAI affected individuals generally suffer from pain within the groin region, through pain can be sometimes felt towards the exterior part of the hip. Sharp and stabbing sensation of pain may initiate with squatting, twisting and turning but occasionally it is merely a dull sensation. Diagnosis of FAI Impingement test Initially the physician prefers to check the primary indication by conducting impingement test. During this examination, the knees are brought up to the chest and rotate inwards towards opposite the shoulders. If this rotation created pain in the hip, the result indicates positive signs for impingement test. Imaging test Imaging tests include x-rays, MRI and CT scans. MRI is considered as the best imaging test, as this can create better images of flexible tissues. By this test physicians find damages to the articular cartilage and labrum area. To make the image more prominent, dyes are injected into the joint areas. Or else, numbing medicines are also injected into the joints. These medicines give pain relief for certain period of time and confirm that femoroacetabular impingement is a complication. Treatment of FAI Treatment includes surgical and non-surgical interventions. Activity changes, physical therapy and non-steroidal anti-inflammatory drugs come under non-surgical interventions. Such as: ibuprofen helps to reduce inflammation and pain. Incisions to treat FAI; source: (Palmer et al., 2014) Many femoroacetabular impingement complications are treated with surgical treatment. For example: arthroscopic techniques are performed with little incisions and light instruments. According to the American Society for Sports Medicine, surgeries can diminish indications successfully caused by impingement. Correcting this problem can stop further damage to the joints of the hip region (Amssm.org, 2015). Nevertheless, all the damage cannot be corrected with surgeries, particularly if management has been postponed and injury is severe. Therefore, recently, surgeries are considered as the best way to manage painful femoroacetabular impingement. 2. Coil selection Multipurpose phased array coil; source: (Moller Reif, 2010) Shoulder coil; source: (Moller Reif, 2010). Characterizing anatomical borders for MRI offers means of verifying the inclusion regions when selecting a proper radiofrequency coil and developing a pulse sequence. Inidivual imaging coil has particular specified view field, which need to be considered by radiographer, while choosing a proper device. Different coils are structured with a typical function in mind, but are commonly adapted in medical imaging purpose of more than one area of the system. Multipurpose phased array coil is probably the best for imaging purpose for joints, like hip and elbow region (Petchprapa, Dunham, Lattanzi Recht, 2013). Not only that, shoulder coils may also be used for hip joint imaging. MRI of hip joints is considered as the most hopeful and rapidly developing methods of contemporary diagnostics. The doctors can investigate the pathological and structural changes and also evaluate pathophysiological and physico-chemical processes of hip joints all together or as individual structures. For hips, a dedicated phrased array hip coil or phased array cardiac coil or phased array torso coil is good to use. If signal to noise ratio is not satisfactory with torso coil, then using a flex wrap coil is always recommendable (Orbach et al., 2006). The view field needs to be adequate to resolve acetabular roof and articular cartilage of femoral head. In case an extra Matrix or NEX is needed for proper SNR on 3small field of view (FOV) sequences through affected if, then the radiographer should perform so, even though this process adds additional times. The coronal stir needs to be a rapid sequence; the slice thickness and resolution need to be accustomed to save some time. It is uncomfortable for a patient if the examination duration increases. Therefore, the capacity to combine parts for multi-region imaging amplifies the efficacy of each coil modules, and this makes the imaging technique of different pathologies or medical indications less burdensome for the radiographers and reduces the time of examinations. Supine position; source: (Rengle et al., 2009) Decubitus position; source: (Rengle et al., 2009) A radiologist may position a patient for in certain postures and coil will be used around the region of interest. This should be exact, as it provides doctors with an outstanding examination. Sometimes the radiographers may ask a patient to lie in a particular position which is not comfortable for him/her. If a patient is feeling complications with a particular position requested, then the patient should convey the same to the radiographer prior starting the assessment. The radiographer may adjust the patient to a comfortable position, so that he/she can examine the patient properly. A proper position of a patient for hip MRI should be the following: supine-feet first (Bright, 2009). This position is helpful to wrap or tape the feet together to diminish the leg movement. If coils are appropriate for bodys imaging, they may be applied when patient illness put limitations on conventional positioning. For example: if a patient is incapable to lying in supine position, the patient may be tter bear the technique when asked to lie in a decubitus position and examined applying a coil. 3. Tennis elbow is said to be a condition where the external parts of elbows become tender and painful. Tennis elbow is also termed as lateral epicondylitis. The external parts of elbows are known as lateral epicondyle. In this condition a chronic or acute inflammation may take place in the joint tendons within the muscles of forearms on the external part of the elbows (Mellor, 2003). The tendons and forearm muscles become injured from over repetitive use, which means repeating the same motions frequently. The tenderness, pain and inflammation on the external parts of elbows are because of the over repetitive motions of the forearm. Causes of tennis elbow Tennis elbow; source: (Jones, 2009) As it is mentioned earlier, tennis elbow is caused by overuse injury. It happens when the tendons and muscles of the forearms are strained because of strenuous or repetitive activity. Not only this, this condition may take place after knocking or banging the elbows. If the tendons or muscles are stressed, tiny inflammation and tars can develop near to the bony lump on the exterior region of the elbows. Activities that can cause tennis elbow include: playing squash, badminton or tennis; throwing sports, like: discus or javelin; application of shears while gardening; application of roller or paintbrush while decorating; bricklaying or plumbing; activities, which includes wrist and hand movements, like: typing or using scissors and other works that include repeated elbow movement, like: playing violin. Researchers have shown that the extensor carpi radialis brevis muscle contributes greatly in this condition (Sasaki et al., 2011). Trauma, for example: direct blows to epicondyle, sudden forceful extension of pull are responsible mainly for these injuries. Playing tennis in a wrong way may initiate the condition of tennis elbow early, as shock is acquired while a player misses a hit. Mostly individual of 30-50years of age are affected with tennis elbow, through anybody can get affected with tennis elbow, if they have the possible risk factors. Macroscopic and microscopic tears between the periosteum area of lateral humeral epicondyle and the extensor tendon are the main pathological changes, occur during this condition. Radial nerves are significantly associated with this condition. In this condition radial nerves constrictions may take place by sticking to the short extensor muscle and radiohumeral joint of the wrist. Calcification of bicipital tendinitis, rotator cuff and carpal tunnel syndrome can increase the possibility of tennis elbow. Symptoms of tennis elbow Pain location in lateral epicondylitis; source: In this case, generally pain slowly increases around the exterior part of the elbow and very less it is seen that pain develops all of a sudden. Pain is worst while squeezing any object, shaking hands, moving wrist with force, such as: using tools, lifting, opening jars, application of fork, knife or toothbrush. It weakens the grip strengths. Diagnosis of tennis elbow Doctor generally considers different factors while making an analysis. These include how the indications developed, work-related risk factors and sports participation. Imaging tests include x-rays, MRI and EMG. Electormyography or EMG is performed to exclude nerve compression. If a physician assumed that he pain is associated with neck problem, an MRI scan is recommended to check for a possibility of arthritis or herniated disk in the neck. Both these conditions may produce pain in the arm (Chiang, Hsieh Lew, 2012). X-ray is generally performed to exclude the condition of elbow arthritis. Treatment of tennis elbow Non-surgical: steroid injections can be administered in this condition, for example: cortisone is very efficient as anti-inflammatory drugs. However, another option is extracorporeal shock wave therapy, where it sends sound waves towards the elbow and creates microtrauma, which induce the systems natural healing pathways (Hughes, 2010). This technique is still in its infancy. Physical therapy includes exercises for improvingthe muscle strength of forearms. Therapist may perform ice massage, ultrasound or other associated muscle stimulating techniques to develop muscle healing. Surgical: if non-surgical treatments do not respond well, then a physician mostly recommend a patient for surgical treatment. This includes open surgery and arthroscopic surgery. Open surgery is considered as the most common approach. This includes performing an incision over elbow. After surgical treatment arm may be temporarily immobilized with splint. After a week the splint and sutures are removed (Larsen, 2012). Researchers have suggested that, with surgical invention various complications may have raised, and almost 80-95% patients showed successful response with non-surgical therapies. 4. 5-inch wraparound coil; A-represents General Electrical flex receive-only coil and B-represents elbow position; source: (Kaplan Potter, 2004). The attainment of standard MRI images of elbow is tough by various factors, which includes complication in patient positioning, lack of dedicated elbow coils and lower signal to noise ratio at the off-center magnate. Elbow imaging can be taken side-wise or by placing the patient in superman position. 5-inch wraparound coil is good for imaging elbow (Teh, 2007). This type of coils are versatile and help in visualization of articulation, comprising distal biceps tendon attachment to radial tuberosity, containing different variety of elbow sizes. Images of elbows, which are obtained in flexed position, necessitate the application of surface coils. Picture A, B and C shows patient positions for elbow imaging; source: (Subramanya Herald, 2014). Picture A shows elbow phased array coils and B shows larger phased array coils; source: (Subramanya Herald, 2014). Elbows are complicated joints and commonly injured areas. Assessment of the elbows by MRI is considered as an important option to medical examination. In case of elbow imaging, it should be carried out in three planes. This is because certain structures are finely observed in a particular plane that means: ligaments in coronal, bicep tendons in sagittal and nerves in axial plane. The sequence choice differs by organization and need to include proton density weight sequences and non-fat saturate T1or tiny tau inversion improvement sequences that are crucial for potential bone injury evaluation. Patient positioning is considered as the most important part with MRI. The available coil types, support limitations, size of the patient and medical status may contribute to the suboptimal assessments, especially within the upper extremities. The incarcerating nature of mainly high field MRIs, excluding extremity and open systems, diminishes positioning options, typically for obese patients. I maging can be achieved with lower field strength and the currently applicable field strengths for elbow MRIs are 1.5T units and 3.0T units. Patients are mostly placed in supine position with extended elbow, supinated forearm and arm at the sides. Contralateral arm is sometimes placed above head to develop centering of elbow (Seay, Hasselquist Bensel, 2011). But in this type of position, patients sometimes feel uncomfortable. Hence, a dictated circumferential coil can be applied in this situation. Larger phased array coil is preferable for analyzing larger regions, for example: elbow alone or elbow with forearm. References Amssm.org,. (2015).American medical society for sports medicine - AMSSM. Retrieved 22 March 2015, from https://www.amssm.org/ Bright, A. (2009).Planning and Positioning in MRI. London: Elsevier Health Sciences APAC. Chiang, Y., Hsieh, S., Lew, H. (2012). The Role of Ultrasonography in the Differential Diagnosis and Treatment of Tennis Elbow.American Journal Of Physical Medicine Rehabilitation,91(1), 94-95. doi:10.1097/phm.0b013e31823caf7f Hessel, J. (2014). Femoroacetabular Impingement in Athletes.Orthopaedic Nursing,33(3), 137-139. doi:10.1097/nor.0000000000000045 Hughes, N. (2010).The effects of elbow manipulation combined with dry needling compared to manipulation combined with cross friction in the treatment of lateral epicondylitis. Jones, V. (2009). Physiotherapy in the management of tennis elbow: a review.Shoulder Elbow,1(2), 108-113. doi:10.1111/j.1758-5740.2009.00023.x Kaplan, L., Potter, H. (2004). MR imaging of ligament injuries to the elbow.Magnetic Resonance Imaging Clinics Of North America,12(2), 221-232. doi:10.1016/j.mric.2004.02.006 Larsen, L. (2012).Sports injuries sourcebook. Detroit, MI: Omnigraphics. Mellor, S. (2003). Treatment of tennis elbow: the evidence.BMJ,327(7410), 330-330. doi:10.1136/bmj.327.7410.330 Moller, T., Reif, E. (2010).MRI parameters and positioning. Stuttgart: Thieme. Orbach, D., Wu, C., Law, M., Babb, J., Lee, R., Padua, A., Knopp, E. (2006). Comparing real-world advantages for the clinical neuroradiologist between a high field (3 T), a phased array (1.5 T) vs. a single-channel 1.5-T MR system.Journal Of Magnetic Resonance Imaging,24(1), 16-24. doi:10.1002/jmri.20612 Owens, B. (2009). Femoroacetabular Impingement.Orthopedics,32(3), 158-158. doi:10.3928/01477447-20090301-22 Palmer, A., Ayyar-Gupta, V., Dutton, S., Rombach, I., Cooper, C., Pollard, T. et al. (2014). Protocol for the Femoroacetabular Impingement Trial (FAIT): a multi-centre randomised controlled trial comparing surgical and non-surgical management of femoroacetabular impingement.Bone And Joint Research,3(11), 321-327. doi:10.1302/2046-3758.311.2000336 Petchprapa, C., Dunham, K., Lattanzi, R., Recht, M. (2013). Demystifying Radial Imaging of the Hip.Radiographics,33(3), E97-E112. doi:10.1148/rg.333125030 Pun, S., Kumar, D., Lane, N. (2014). Review: Femoroacetabular Impingement.Arthritis Rheumatology,67(1), 17-27. doi:10.1002/art.38887 Rengle, A., Armenean, M., Bolbos, R., Goebel, J., Pinzano-Watrin, A., Saint-Jalmes, H. et al. (2009). A Dedicated Two-Channel Phased-Array Receiver Coil for High-Resolution MRI of the Rat Knee Cartilage at 7 T.IEEE Transactions On Biomedical Engineering,56(12), 2891-2897. doi:10.1109/tbme.2008.2006015 Sasaki, K., Tamakawa, M., Onda, K., Iba, K., Sonoda, T., Yamashita, T., Wada, T. (2011). The detection of the capsular tear at the undersurface of the extensor carpi radialis brevis tendon in chronic tennis elbow: the value of magnetic resonance imaging and computed tomography arthrography.Journal Of Shoulder And Elbow Surgery,20(3), 420-425. doi:10.1016/j.jse.2010.12.002 Seay, J., Hasselquist, L., Bensel, C. (2011). Carrying a rifle with both hands affects upper body transverse plane kinematics and pelvistrunk coordination.Ergonomics,54(2), 187-196. doi:10.1080/00140139.2010.538726 Subramanya, S., Herald, J. (2014). Reverse Shoulder Arthroplasty With Patient-specific Glenoid Implant Positioning Guides.Techniques In Shoulder Elbow Surgery,15(4), 122-129. doi:10.1097/bte.0000000000000035 Teh, J. (2007). Imaging of the elbow.Imaging,19(3), 220-233. doi:10.1259/imaging/56624048

Hypertension Massage Indication or Contradiction

Question: Discuss about the Hypertension for Massage Indication or Contradiction. Answer: Introduction: Hypertension is a medical condition characterized by high blood pressure. The patients of hypertension who are willing to take massage therapy must understand the following effects of massage: Stimulation of certain receptors that result in vasodilation which eventually reduce blood pressure. Relaxation massage is more useful rather than deep tissue or other massage as the latter tend to increase the blood circulation. It has been shown to reduce both the diastolic and systolic blood pressure. The best advantages of massage for postural stress and muscle strength include relaxation of the muscles that have been contracted in the back region, restoring appropriate movement by releasing pain by lengthening the muscles in chest and front of the neck and increasing body flexibility by improving the blood circulation that provides relaxation (John, 2016). There term social responsibility in terms of sustainable practice can be defined as process that voluntarily integrates the environmental and social concerns into the processes or functioning of the organization (Robert, 2009). This is a way through which the organizations tend to perform the sustainable practices that do not harm the environment or disrespect the social norms. The major impacts of massage business over the environment include usage of non-biodegradable products that increase the wastage, more electricity usage for running electrical appliances and over usage of paper for printing bills, writing notes, etc. The best ways to lower the potential threats of massage parlours on the environment include the usage of biodegradable laundry powders for washing the linens and using energy-efficient bulbs or natural light whenever possible to save the electricity (Sam, 2009). The two best strategies to check the viability of any business before putting your footsteps into it in order to prevent any kind of losses are: Identification of the competitors in the market and the services that they are providing to their customers. Analysis of the needs of customers that are not met at the persisting massage clinics so that they can be incorporated at your massage clinic. As a massage therapist, it is essential to take appropriate rest after completing the shifts because it becomes very tiring to give massages to the people. Apart from this, it is important to perform some physical exercise like yoga and also do some meditation to keep the mind peaceful so that one can deal with all kinds of customers with ease. The advantages of being employed by a business as massage therapist More exposure due to more clients Opportunity to meet experts who are in the profession for long time More learning experience The disadvantages of being employed by a business as a massage therapist include: Lower wages Hectic schedules No freedom of choice The advantages of working in your own practice: More financial benefits Complete freedom of working hours and other things No need of reporting to any other person The disadvantage of working in your own practice Less customers (particularly in initial stages) More responsibility of customers as well employees Less opportunity of learning from seniors in the profession I want to pursue this career because it has a higher scope as people are now going towards the natural ways of healing their health issues. I particularly like to deal with the clients who suffer from after effects of weight loss and pregnancy. I would first like to learn from an established firm and then plan to start my own business. To achieve my goals, I need to first find an appropriate massage clinic where I can gain experience then I would build some financial support to start my business. The only limiting factor in achieving my goal is to identify the most potential market where I can start my business and where there is less competition. The benefits or registration with professional organisation for massage therapist include professional support and assistance, enhancement in the experience that is more accountable around the globe and chance to learn developed techniques that might not be taught during the studies Aspects of code of conduct for the AAMT include wellbeing of client is the priority in treatment decision; maintenance of confidentiality between therapist and client; conducting practices according to the acceptable professional manner as per standards of practice and other laws; no false presentation of qualifications and experiences to clients; and upholding with the rules and regulations of AAMT (The AAMT Code, 2014) Massage therapy is a learning profession wherein some new developments occur every now and then. It is vital for a massage therapist to continue their professional education after their initial qualifications so that they get better equipped with practical applicability of their learning. Reference List Cutler, N. (2007, January 18). Hypertension: Massage Indication or Contradiction? Retrieved from https://www.integrativehealthcare.org/mt/archives/2007/01/hypertension_ma.html Pojasek, R. (2009, August 25). Sustainability or Social Responsibility Whats in the Name? Retrieved from https://www.greenbiz.com/blog/2009/08/25/sustainability-or-social-responsibility-whats-name Stamoulos, J. (2016, July 15). How Massage can Improve Posture? Retrieved from https://www.somaticservices.com/2016/07/15/how-massage-can-improve-posture/ Steven, S. (2009, May 24). Sustainable Massage Practice. Retrieved from https://sjsteven.blogspot.in/2009/05/sustainable-massage-practice.html The AAMT Code. (2014). Retrieved from https://massagemyotherapy.com.au/wp-content/uploads/Code-of-Ethics-and-Standard-of-Practise.pdf

Preparing Teens for Life an Example of the Topic Psychology Essays by

Preparing Teens for Life by Expert Ivy Writer {PhD} | 22 Dec 2016 Introduction Life is never easy. There are different challenges that people have to face in order to ensure that they live meaningful and happy lives in the context of the community and society where they belong to. Ever person experience various problems in various areas of lifepersonal, emotional, relationships, in the area of politics, finances and even in the general society. Without an anchor and a willingness to face these problems, inpiduals may be overcome with these problems and take the life out of them figuratively and literally. Most of early life is spent inside the classroom, trying to learn about strategies and tools in making a living, respecting other people and learning how to live with others in the society. Need essay sample on "Preparing Teens for Life" topic? We will write a custom essay sample specifically for you Proceed But the learning process does not start in the classroom. It starts with the family. As such, the role of the father and of the mother is very necessary in the formation of an inpidual. Given the porce rate, however, the concept of the traditional family already belongs to history. This is not to say that porce is entirely wrong. It is just that porce has undermined the model of the traditional family and an effective means of raising teenagers in the society should be identified. Indeed, how can a family start educating a young person in the messy business of living a life and weathering the storms that life brings? A customary glance at the various issues plaguing the world will reveal that there are hundreds of things that a loving parent may fear for his or her child: drugs, prostitution, HIV and AIDS, gang and fraternity wars, unwanted pregnancy, and terrorism among others I have been afraid of the prospect of dealing with teenagers but I have realized that given the appropriate skills in critical thinking and applying them, there is no need to fear but taking the risk of parenting and preparing teenagers will be more worthwhile. Life 101: Dealing with Teenagers It is so easy to look at teenagers and construct stereotypes about them. At first, I used to look at teenagers through my own preconceived notions. Teenagers were irresponsible and utterly conscious of their image. But this is not an accurate view of them. Rather, it is important to set aside the hype and stereotypes promoted by media and instead observe teenagers and be with them in order to be able to truly understand them. In order to effectively deal with them consulting the ideas of various authors who are considered experts in their fields is also be a good way to gather tips and suggestions on how to deal with teenagers. The assumption is that, just like adults and other people, in general, there are various strategies that may be arrived at in order to teach teenagers and prepare them for life. By being with teenagers and by talking with them and reading studies about them, I arrived at a better understanding of what they need and put this understanding side by side with what I believe are the solutions to how they can be prepared for this life. One of the most famous quotations came from Socratesthe unexamined life is not worth living. Yet, there are already a great deal of distractionsresponsibilities in the school, movies, TV series, holidays, video games and everything that the Internet offers that take away time for self-examination and contemplation. Yet, one of the important things to do for any person who seeks to live a good life is contemplation. However, how can teenagers be induced to do that? This is one big question, but given a good relationship and a good strategy in reaching them out, it can be done (Riera, 2004). Stephen Covey (2004) in his very influential book The 7 Habits of Highly Effective People, he provided seven tips or habits that can help a person become effective and enhance the quality of his life. Several lessons from the pages of his book leap out of the pages as great reminders in living out life in this crazy world. The relevant lessons are discussed below. Being Proactive. He begins by saying that we have the power to act on our circumstances instead of being acted upon. As such, an effective person needs to be proactive. This means that a person should establish a personal vision and work that out no matter what the circumstances say. In the words of Spiderman, there is always a choice. For young people, this means that they should learn how to detect when they are being manipulated toward certain ends such as buying beauty products or the latest gadgets or mobile phones. By being critical, they can begin choosing their own destiny. Begin with the End in Mind. Any person who knows what he wants is powerful. Thus, if one imagines the end of his life, then he or she can already work towards that end. However, in our society at this time, great deal of people are simply moving as if they are just living for the day. Carpe diem indeed! However, it should not be forgotten that every day adds up to a week, weeks into months, months into years, and years into a lifetime. When this lesson is grasped by teenagers, young as they are, they can begin to dream the life that they want to live and at the same time device strategies on how they can fulfill that. Put First Things First. The problem with society is with its focus on instant gratification. By putting first things first, teenagers will begin to realize that there are several things that must be done before they can advance to the next level. One of the great lessons here is the development of discipline. Without which, people will be simply meandering without any purpose in mind. This also helps them keep to the path they have chosen for themselves. Sharpen the Saw. Life is also a never-ending series of learning opportunities. As long as there are experiences, the process of learning never stops. However, the greater majority of people choose to stick to their long-held beliefs even if the times have already changed and new ideas and new ways of doing things are called for. Many teenagers are tempted to view education as a bore and given a choice between partying and school, they would choose the latter without batting an eyelash. Dealing with Teenagers Dealing with teenagers is a challenging business. For one, they do not want to be dictated upon and they would want to explore the world by themselves if they can help it. But since they cannot, then the parents and other concerned adults should be there for them in order to provide guidance and protection. Although parents and other adults readily give their support and protection, there are still teenagers that want to have their way. How can adults then reach out to them? Begin by discovering their interests. By showing that their interests are valid ones and that they can enjoy safe and wholesome hobbies and pursuits, they will accept somebody older as an insider and will become privy to their lives. When they share experiences together, they begin to unload and share their dreams, their passions, their struggles and problems to the adult, who has become a trusted mentor (Leman, 2005). Teach by Example and Illustration. Experience, especially failure and mistakes, is a good teacher. Yes, indeed! But learning is also enhanced when bad experiences belong to someone else. Teenagers do not want teachers that are perfect. When they see a person who struggles with his flaws yet does not give up, it is a powerful testimony for them to go on with their dreams and aspirations. This becomes more effective than a teacher in front of the classroom spewing out generic words to a room full of teenagers. The experience of a person who has been through their own struggles therefore becomes very appealing to them (Leman, 2005). Provide guidance and not control. Parents and adults can easily become control freaks who dictate the behavior and life direction of teenagers. Such an approach, however, is detrimental to the independence and to the sense of initiative of teenagers. As such, the approach needs to be the provision of guidance, consistent follow-up and conversations instead of the giving of orders. When the points of view of teenagers are heard, they are also more inclined to listen to other points of view. Another important effect of providing guidance as opposed to giving orders is that teenagers become to be more responsible for their actions. When they are just following orders, it would be easier for them to blame others for the choices and actions that they make (Wolf, 2002). Conclusion Being a parent, a guardian, a teacher and a mentor of teenagers in todays world is a different and challenging task. However, the own struggles and challenges faced by teenagers should never be forgotten. These need to be subjected to critical thinking. Assumptions should be checked, as well as fallacies and biases that might cloud ones judgments. It is always important to ask questions, probe the questions further and check if they really correspond with truth and facts. Only after arriving at this understanding can solutions be presented. There are three more important matters that need to be learned by teenagers. One is commitment. If teenagers learn the true meaning of commitment and they stand up for whatever they commit to, they will be on a better road. In addition to commitment is responsibility. They should always keep in mind that everything that they do is fraught with consequences and that the effects of the consequences of their actions can sometimes last for a lifetime. Lastly, they should learn accountability. When they learn that they have to account for their action, they would not be so impulsive and so controlled by their circumstances. Reference Covey, S. (2004). The 7 Habits of Highly Effective People. New York: Free Press. Leman, K. (2005). Running the Rapids: Guiding Teenagers through the Turbulent Waters of Adolescence. Carol Stream, IL: Tyndale House Publishers. Riera, M. (2004). Uncommon Sense for Parents with Teenagers. Berkely, CA: Celestial Arts. Wolf, A. E. (2002). Get Out of My Life, but First Could You Drive Me s Guide to the New Teenager. New York: Farrar, Straus and Giroux.

Free Essays on Triangle Of Poverty

Triangle of Poverty Poverty defined by Merriam’s Webster is, â€Å"the state of one who lacks a usual or socially acceptable amount of money or material possessions,† it is where the level of personal or family income is below the standards made by the government. Money is just one of the causes of poverty, another cause is access. Access is the basic necessities people need in order to survive, such as food, clothing and shelter, education, proper health care, and clean water - rights which most of us take for granted. Poverty is a problem all over the world, â€Å"half of the worlds-nearly three billion people-live on less than two dollars a day† (globalissues.org/). In this paper, I am going to focus on areas such as Mexico, California, and Texas. It is clear through my research that unemployment rates, and discrimination of women in the workforce affect poverty rates across the world. What I found during my research was very interesting. Women are the majority in each state, but men make up the majority of the workforce. There are 11,479,705 women 16 years and older, and 6,622,034 of these women are involved in the workforce. Of these women 16 years and older 435,414 of them are unemployed. This means that only 57.6% of women are involved in the workplace (Graph 1). What are the rest of the women doing? The problem caused by the women’s absence in the workforce is children living in poverty. Of all the children living in California, 28.7% live in poverty (Graph 3). What increases women’s chance of living in poverty is where she works. It is seen that the majority of jobs held in California are low paying jobs such as retail work and clerical work. Places where advancements are minimal, and the starting rate is usually the minimum wage of $5.75 an hour (National Center for Children and Poverty). Children suffer a great deal in such a situa tion, whether the children live in poverty because thei... Free Essays on Triangle Of Poverty Free Essays on Triangle Of Poverty Triangle of Poverty Poverty defined by Merriam’s Webster is, â€Å"the state of one who lacks a usual or socially acceptable amount of money or material possessions,† it is where the level of personal or family income is below the standards made by the government. Money is just one of the causes of poverty, another cause is access. Access is the basic necessities people need in order to survive, such as food, clothing and shelter, education, proper health care, and clean water - rights which most of us take for granted. Poverty is a problem all over the world, â€Å"half of the worlds-nearly three billion people-live on less than two dollars a day† (globalissues.org/). In this paper, I am going to focus on areas such as Mexico, California, and Texas. It is clear through my research that unemployment rates, and discrimination of women in the workforce affect poverty rates across the world. What I found during my research was very interesting. Women are the majority in each state, but men make up the majority of the workforce. There are 11,479,705 women 16 years and older, and 6,622,034 of these women are involved in the workforce. Of these women 16 years and older 435,414 of them are unemployed. This means that only 57.6% of women are involved in the workplace (Graph 1). What are the rest of the women doing? The problem caused by the women’s absence in the workforce is children living in poverty. Of all the children living in California, 28.7% live in poverty (Graph 3). What increases women’s chance of living in poverty is where she works. It is seen that the majority of jobs held in California are low paying jobs such as retail work and clerical work. Places where advancements are minimal, and the starting rate is usually the minimum wage of $5.75 an hour (National Center for Children and Poverty). Children suffer a great deal in such a situa tion, whether the children live in poverty because thei...

Relationship between GDP and the quality of life in Brazil Research Paper

Relationship between GDP and the quality of life in Brazil - Research Paper Example 81). Scope of Research The companies that are able to take the proactive mindset should have the capability to rebuild several business strategies with the objective of shaping a better future to taste success. The aim of the thesis is to devise a win-win situation that benefits the communities and the corporate bottom lines in a similar fashion. Thesis Statement What are implications of corporate involvement in order to solve social problems? Literature Review According to Dominic Barton, the operating environment of business is experiencing radical transformation. The going concerns are getting influenced by demographical, technological and societal factors. It can be anticipated that the above mentioned trends will affect the operating environment, but it is surprising to witness the confluence of the trends. He states a wave of transformation on the way. Elizabeth Stevenson sought to examine the size or the scope of the changes. The time calls for examination of whether the move is towards venturing into new markets, or ways to survive efficiently. The operating environment will be influenced in a different fashion if the move is towards overcoming the scarcity of resources or interacting with the authorities in a different way. According to Patrick Viguerie, examination of the demand pools will reveal that the revenue leaders of today will not be in a sustainable position in the coming years as far as unit leadership in emerging markets is concerned. This means that the new world will witness new leaders. He stated that companies opt to view the short term while deriving strategies. Several insertion points were put forwarded by Sven Smith. The strategies should be informed by some upfront section along with some trends that will contribute to promotion of new businesses. The section can be undertaken on a monthly or annual basis. Research is required to determine the degree of the position of the resources against the trends as well as to make a second st rategy if the undertaken strategy sinks (Belgard & Rayner, 2004, p. 4). The forecasted trends are easy to be embedded into the strategic planning processes but in a tricky fashion. A long term trend embedded into the planning process can be a throwaway in the initial stages. The existing challenge is to engage line executives in order to recognize the trends, and if the trends are analyzed as forces of nature, it would be hard to recalculate again into the trajectory of the business keeping in mind the subsequent shifts. The tasks ahead of the global corporation are to contend with the amount of restructuring and shifting of portfolios that are anticipated to occur in the coming decade. The corporations need to analyze the nature of the shifts and build a conviction and find the right moves that will contribute to the creation of value. The implications of the trends will be profound. The coming years will witness multiple headquarters as the organizations will like to expand their operations. The pools of talent that has been created around the world now are sufficient to deal with the expansion plans. A competitive advantage lies in bringing the talent pools into the leadership arrangements and assimilates them into the borderless corporations. In order to unleash the talent, the corporation will have to reengineer the society and the economy and provide

Marketing Plan Research Paper Example | Topics and Well Written Essays - 250 words

Marketing Plan - Research Paper Example Sylva make-up kit will contain the best ingredients that will ensure the make-up does not fade for 15 hours. The product will also contain ingredients that will ensure the face is moist and aerated throughout the day. Sylva make-up kit will also be creatively packaged with a velvet cover that will contain the company logo. The mission of Sylva Company is to develop continually and bring to the market quality cosmetic products at an acceptable price. The company aims at introducing Sylva make-up kit to the market and record high sales and 70% profit margin. Sylva will employ a brand building approach as the rationale for the marketing plan. The company will attain this through a marketing mix that incorporates unique product attributes, suitable distribution and effective promotional mix. The primary marketing objectives are to generate netted revenue from retail sales and obtain new funding sources. The promotional mix will include intense advertising in print, audio-visual and the internet. Sylva will position itself through renowned print media such as the Vogue, Vanity Fair, In Style and Cosmopolitan. Increasing the presence of the product on the internet is anticipated to yield better results. The product will also be marketed through personal relation campaigns and point of sale that will reinforce the product’s message of quality. The United States cosmetics market is saturated with cosmetic companies. The industry has continuously grown. This industry is set to increase in the next five years. As a result, Sylva Company is set to benefit from it. The product has four primary competitors. These include Aveda, Clinique, Essential Elements and Kiehl’s Company. The product hopes to increase its customer base by