Chopper Fed Dc Motor

INTRODUCTION During the nineteenth century, when power supply was dc, dc motors were used extensively to draw power direct from the dc source. The motor speed could be varied by adjusting field current by a rheostat. That was an open loop control. Most of the drives were constant speed and the characteristics could not be matched with a job requirement. A vast development in the dc drives system took place when the ward Leonard Control System was introduced in the 1980s. The system was motor-generator system to deliver power to the drive motor. The supply power available was still dc and dc motor was used to drive the dc generator set at a more or less constant speed. Afterwards when the ac power system came into existence and became popular, ac motors were developed and became attractive owing to their constructional simplicity, ruggedness and lower initial as well as maintenance cost. Machine requiring variable speed drives use the ward Leonard System employing ac motors driving dc motors at a constant speed. In the 1950s electronic came into existence and brought about remarkable improvement in the speed control system. The open- loop manual control system was replaced by close loop feedback control, which resulted in improved response and better accuracy. Initially, gas diodes and ignitrons were developed and ac to dc converters were used to control dc motors. The advent of thyristors capable of handling large current has revolutionized the field of electric power control. Thyratrons, ignitrons, mercury arc rectifiers, magnetic amplifiers and motor generator sets have all been replaced by solid state circuits employing semi-conductor diodes and thyristors. Thyristor controlled drives employing both ac and dc motors find wide applications in industry as variable speed drives. In the 1960s ac power was converted into dc power for direct control of drive motors with solid state devices (high power silicon diodes and silicon controlled rectifiers). Initially saturable reactors were employed in conjunction with power silicon rectifiers for dc drives. Of late solid state circuits using semi- conductor diodes and thyristors are becoming popular for controlling the speed of ac and dc otors and are progressively replacing the traditional electric power control circuit based on thyratrons, ignitrons, mercury arc rectifiers, magnetic amplifiers, motor-generator sets, etc as compared to the electric and electro-mechanical systems of speed control. The electronic system has higher accuracy, greater reliability, and quick response and also has higher efficiency as there is no I2R losses and moving parts. Moreover four-quadrant speed control is possi ble to meet precise high standards. All electronic circuits control the speed of the motor by controlling either, ? The voltage applied to the motor armature or ? The field current or ? Both of the above DC motors can be run from dc supply if available or from ac supply, after it has been converted to dc supply with the help of rectifiers which can be either half wave or full wave and either controlled ( by varying the conduction angle of the thyristors used) or uncontrolled. AC motors can be run on the ac supply or from dc supply, after it has been converted into ac supply with the help of inverters (opposite of rectifiers). As stated above, the average output voltage of a thyristors controlled rectifiers by changing its conduction angle and hence the armature voltage can be adjusted to control its speed. When run on a dc supply, the armature dc voltage can be changed with the help of uncontrolled rectifiers (using only diodes and not thyristors). The dc voltages so obtained can be then chopped with the help of a thyristors chopper circuit. In this method of speed control of a dc motor, available ac supply is first rectified into dc supply using uncontrolled rectifiers. The supply is then filtered and smooth ended dc output is supplied to the thyristors chopper. It allows dc to flow through for the time Ton and then disconnects for the time Toff. This cycle is repeated. During supply-on period (i. e. for the time period Ton) the dc motor gets supply and accelerates. During the supply off period Toff (i. e. for the time period Toff) there is no supply to the motor and the motor decelerates till the next on cycle begins. If the cycles repeated continuously at a definite frequency and the elements of the cycle are maintained in a fixed relationship, the motor will then operate at a constant voltage across the motor will be, V0 = (V*Ton)/(Ton +Toff) = (V*Ton)/T = f*V*Ton The dc voltage across the motor can be control by varying the Time Ratio Control (TRC) which may be accomplished by, ? Varying the duration of the on-time, Ton keeping the total time period, T or frequency, f constant ? Keeping the on- time, Ton constant and varying the frequency, f. ? Varying both. The Variable dc voltage below the supply dc voltage is made available to the dc motor and therefore, the motor speed available is below base speed. For automatic control of speed, both current feedback and speed feedback is used. BRIEF DISCUSSION ON CHOPPER A dc chopper is a static device used to obtain variable dc voltage from a source of constant dc voltage. The dc chopper offers great efficiency, faster response, smooth control, lower maintenance, small size, etc. Solid state chopper due to various advantages are widely used in the battery operated vehicles, traction motor control, control of a large number of dc motors from a common dc bus with a considerable improvement of power factor. PRINCIPLE OF CHOPPER OPERATION: A chopper is a thyristors on/ off switch that connects load to and disconnects it from the supply and produces a chopped load voltage from a constant input voltage. The chopper is represented by a thyristors (SCR). It is triggered periodically and is kept conducting for a period Ton and is blocked for a period Toff. During the period Ton, when the chopper is on, the supply terminals is connected to the load terminals. And during the interval Toff when the chopper is off, load current flows from the freewheeling diode Df. So, the load terminals are short circuited by Df and load voltage is therefore zero during Toff. Hence the chopper dc voltage is produced at the load terminals. Now, the average load voltage, Eo is given by Eo = Edc*? [? =Duty Cycle=(Ton/Toff)] Or, Eo = Edc*(Ton/T) [T=Ton + Toff] So the voltage can be varied by varying the duty cycle, ? of the chopper. CLASSIFICATION OF CHOPPER: Power semiconductor devices are used in chopper circuits are uni-directional device. A chopper can however operate in any of the four quadrants by an appropriate arrangement of semiconductor devices. These characteristics of their operation in any of the four quadrants form the basis of their classification as, 1. Type-A or First Quadrant Chopper 2. Type-B or Second Quadrant Chopper. 3. Type-C or Two Quadrant Type-A Chopper 4. Type-D or Two Quadrant or Type-B Chopper 5. Type-E or Four Quadrant Chopper. PERFORMANCE EQUATION OF DC MOTORS The equivalent circuit and on its basis the performance equation of a separately-excited dc Motor and series dc motor are presented below. ? Separately-excited dc motor: The equivalent circuit of a separately-excited dc motor coupled with a load under steady state condition is shown in the fig 4. 1. The load torque, TL opposes the electro-magnetic torque, Te. For the field circuit, Vf = If*rf For the armature circuit, Vt = Ia + Ia*ra Motor back emf or armature emf, Ea=Ka ? Ia=Km? m ————– (4. 1) Te=ka ? Ia = KmIa Also, Te = D wm + TL where, rf=Field circuit resistance in ohm, Ia=Armature current in A, Vt=Motor terminal voltage in V, ra=Armature circuit resistance in ohm, Km=Ka ?=Torque constant in Nm/A*emf constant in V-sec/rad, m=Angular speed of motor in rad/sec, D=Viscous friction constant in Nm-sec/rad. Electromagnetic power, P=wmTe watts From equation (1), Ea=Kmwm=Vt-Iara Or wm= (Vt – Iara)/Km= (Vt – Iara)/Ka ? ——————– (4. 1) So it is seen from equation (4. 2) that speed can be controlled by varying, ? Armature terminal voltage, Vt : This method is k nown as Armature-voltage control. Speed below base speed is obtained by this method. ? Field flux, ? : This method is known as Field flux control. Speed above base speed is obtained by this method. ? DC Series Motor: In a dc series motor, field winding is in series with the armature circuit. It is designed to carry the rated armature current. The fig. shows the equivalent circuit of a dc series motor driving load with load torque, TL. For the armature circuit, Vt = Ea + Ia ( ra+ rs ) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. (4. 3) Te = Ka ? Ia For no saturation in the magnetic circuit, ? = CIa Hence, Te = KaCIa2 = KIa2 Also, Ea = Ka ? wm = KaCIawm = KIawm From eqn (4. 3), Vt = KIawm + Ia (ra + rs) = Ia [ Kwm + (ra + rs)] Or, speed wm = (Vt/ KIa) – (ra +rs)/K †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. (4. 4) where, rs = Series field resistance in ohm, K = KaC = constant in Nm/A2 or in V-sec/ A- rad. CLOSED LOOP CONTROL OF CHOPPER FED DC MOTOR For practical purposes motors are required to operate at desired speed with low losses to meet the desired load –torque characteristics which depends on the armature current. Suppose a motor is operating at a particular speed an suddenly a load is applied, the speed falls and the motors takes time to come up to the desired speed . but a speed feed back with an inner current loop provides faster response to any disturbance in speed command ,load torque and supply voltage. Another reason for the requirement of feedback loop in dc drives is that, the armature of a large motor represents very small impedance which when supplied with nominal voltage would result in an excessive current of up to 10 times the nominal value. Under normal conditions, this is prevented by the induced armature voltage, E which cancels most of the applied voltage, Va so that only the difference is driving the armature current, Ia. But under transient conditions or steady state over load of the motor, there is always a danger of excessive currents due to sudden torque demand and rapidly changing armature voltage or speed . t is therefore important to provide a fast current or torque limit to protect the motor, the power supply and the load. This is best realized by feedback control establishing an effective safe guard against electrical and mechanical stresses. In it the output of the speed controller, Ec is applied to the current limiter which sets the reference current, Ia (ref erence) for the current loop. the armature current is sensed by a current sensor, after being filtered by an active filter to remove ripples which is then compared with the reference current, Ia (ref. the error current is processed through a current controller whose output, Vc adjusts the firing angle of the chopper and brings the motor speed to the desired value. Any positive speed error caused by an increased in either speed command or load torque demand can produce a high reference current, Ia (ref) the motor accelerates to correct the speed error and finally settles down at any reference current, Ia(ref) which makes the motor torque equal to the load torque resultant in a speed error closed to zero. For any large positive speed error, current limiter saturates and limits the reference currents, Ia (ref) to a maximum value, Ia (max) the speed error is then corrected at the maximum permissible armature current ,Ia(max)until the speed error becomes small and the current limiters comes out of the saturation . normally ,the speed error is corrected with the Ia less than the maximum permissible armature current, Ia max. For speeds below the base speeds, the field error, Ef is large and the field controller saturates thereby applying the maximum ield voltage and current. The speed control from zero to base speed is normally done at the maximum field by armature voltage control. When the speed is closed to the base speed, Va is almost near the rated value and field controller comes out of saturation. The speed control above base speed is generally done by field weakening at the rated armature voltage. In the field control loop, the back emf Eb is compared with a reference voltage , Eb ( ref) the value of which is generally between 0. 85 to 0. 95 of the rated armature voltage. For a speed command above the base speed, the speed error causes a higher value of Va then motor accelerates, back emf , Eb increases and field error, Ef decreases. The field current when decreases and the motor speed continue to increase until it reaches the desired speed. In this mode of operation, the drive responds slowly due to large field time constant. A full converter is generally used in the field because it has the ability to reverse the voltage thereby reducing the field current much faster as compared to the semi converter. MODELING AND OBSERVATIONS ? Modeling using Matlab: ? DC Motor with Load Parameter given: Voltage = 220v Current = 6. 2A Ra = 4 ohm La = 0. 072H Speed = 1470 rpm J = 0. 0607 kg-m2 Kb= 1. 26v/rad/sec Bt =0. 0869N-m/rad/sec Parameters calculated: Ta=La/Ra= 0. 02sec Tm=j/Bt =0. 7sec K1 = Bt/[KB2 + Ra Bt] =0. 0449 -1/T1 – 1/T2 =-1/2[Bt/J +Ra/La] + sqre[1/4(Bi/J + Ra/La)2-{(Kb2 + Ra Bt ) /JLa}] T1 = 0. 1077sec T2 = 0. 0208sec Tm = J/Bt = 0. 7sec DC MotorTransfer function: I(s)/V(s) =[k1(1+sTm)]/ [(1+sT1)(1+sT2)]= [0. 032s+0. 045]/[0. 002s2+0. 4s+1] wm(s)/I(s)= Kb/Bt(1+sTm) =14. 5/(1+0. 75) Converter Transfer function Kr =1. 35V/Vcm =1. 35*230/10 =31. 05V/v Tr = 1/12*Fs = 1/12*50 =0. 00166sec T. F = kr/(1+sTr) =31. 05/(1+0. 00166s) Design of Current Controller Tc=T2=0. 0208sec K = T1/2Tr = 0. 1077/2*0. 00166 = 32. 43 Kc = KTc/k1HCKrTm =32. 43 *0. 0208/0. 0449*1*31. 05*0. 7 =0. 69 Transfer function Gc(s) = Kc(1+sTc)/sTc = 0. 69(1+0. 0208s)/0. 0208s = 0. 69 + 0. 0143s/0. 0208s Current Loop I(s)/I*(s) = Ki/(1+sTi) Ti = T3/1+ kfi Ki = kfi/Hc(1+ kfi) Kfi = KcKrKiTmHc/Tc Kfi = 0. 9*31. 05*0. 0449*0. 7*1/0. 0208 Kfi = 32. 44 Ki = Kfi/HC(1+ Kfi) Kfi = 32. 44/1*(1+32. 44) Kfi = 0. 97 Ti = T3/(1+ Kfi) = T1+Tr/(1+ Kfi) = 0. 1077+0. 00166/1+32. 44 = 0. 0032sec Speed controller Design T4 = Ti + Tw K2 = Ki Kb Hw /Bt Tm K2 = 0. 97*1. 26*1/0. 0869*0. 7 K2 = 20. 092 KS = 1/(2 Kt T4) KS = 1/2*20. 092*0. 0032 KS = 7. 77 Ts = 4T4 =4*0. 0032 Ts = 0. 0128 Transfer function T. F = KS (1+sTS)/sTS = 7. 77(1+0. 0128s)/0. 0128s = (7. 77 + 0. 0994)/0. 0128s ? Modeling using PSIM: Parameters Given: Source (Vdc) = 800V Transistor (npn): Saturation Voltage = 0 Initial Position = 0 Current Flag = 1 Gating Block (G): Frequency = 50Hz Number of Points = 2 Switching Points = [0 180] Diode (D): Diode Voltage Drop = 0 Initial Position = 0 Current Flag = 0 Inductor (L): Inductance = 0. 01 Initial Current = 0A Current Flag = 0 Capacitor (C): Capacitance = 0. 00005F Initial Capacitive Voltage = 0V Current Flag = 0 DC MOTOR (DCM): Ra = 0. 055 ohm La = 0. 01H Rf = 55 ohm Lf = 0. 02H MI = 0. 2 Vt = 440V Ia = 80A If = 4A n = 1500rpm Torque Flag = 0 Master/Slave Flag = 1 Field Source = 400V Speed Sensor (Ws): Gain = 1 Simulation Control: Time Step = 1e-005 Total Time = 0. 02 Print Time = 0 Print Step = 1 Load Flag = 0 Slave Flag = 0 INDUSTRIAL APPLICATIONS DC drives are highly versatile energy conversion devices. It can meet the demand of loads requiring high starting, accelerating and decelerating torques. At the same time dc drives are easily adaptable for wide range of speed control and quick reversal. So, in industrial application where accurate control of speed and / or torque is required chopper controlled dc drives are unrivalled. Therefore, chopper controlled dc motors are universally employed in steel and aluminum mills, power shovels, electric elevators, railway locomotives and large earth moving equipments. Uses o Various Chopper Controlled DC drives with reasons: | | | | |Types of DC drives |Applications |Advantages | | | |Accurate speed control can be done. |Separately Excited dc drives |Used in paper mills, steel rolling |Variation of speed from very high to low value can be| | |mills, diesel-electric propulsion of |done | | |ships, etc. | | | | |Starting torque is very high upto 500%. | | |Maximum momentary operating torque is upto 400%. | | | |Speed regulation is widely variable. It is very high | |Series dc drive |Used in hoists, cranes, conveyors, |at no load. | | |trolley-cars, electric locomotives, |Speed control by series field. | | |etc. | | |Used in lathes, centrifugal pumps, |Starting torque is medium, usually limited to 250% by| |Constant speed dc shunt drive |reciprocating pumps, fans, blo wers, |a starting resistance but may be increased. | | |conveyors, spinning and weaving |Maximum momentary operating torque is usually limited| | |machines, etc. to about 200% by commutation. | | | |Speed regulation is about 5-10 %. | | | |Speed increases about 200% by field control and | | | |decreases by armature voltage control. | | |Starting torque is medium, usually limited to 250% by| | | |a starting resistance but may be increased. | | | |Maximum momentary operating torque is usually limited| |Adjustable speed dc shunt drives |Used for application requiring |to about 200% by commutation. | |adjustable speed control, either | | | |constant torque or constant output. | | SCOPE OF MODIFICATIONS Chopper controlled dc drives are widely used in hoists, cranes, elevators, shears, crushers, conveyor, blending mills, punch presses, air compressors, ice making machines, tractions, etc. So these drives should be modified in the following ways to make them more efficient and accurate, 1. The chopper controlled dc motors should be made with large diameter armatures and large pole size of reduced height. 2. The yoke as well as the main and commutating poles should be well laminated to reduce the eddy current effect and to improve the commutation. 3. Large numbers of commutator bars should be used to reduce the voltage between the commutator segments and to improve the commutation. 4. The commutator should be made larger in order to provide extra insulation to withstand large and rapid voltage fluctuations. 5. Compensating windings should be used in large motors to reduce the armature reactions effects. 6. The current densities used for the armature and Interpol windings should be reduced as compared to the conventional dc motors of the same frame size and rating in order to reduce the effect of heating of armature and Interpol. 7. Low inertia armature should be employed for improving the response. 8. Split brushes of good commutating quality should be used for reducing the effect of transformer voltage in the coil undergoing commutations. 9. Better class of insulation should be used to allow higher temperature rise and dissipation of more losses from a given frame. 10. Now a days chopper controlled dc drives are widely used in the automobile industries. So, it should have high efficiency and accuracy, light weight, low maintenance cost. BIBLIOGRAPHY 1. Electric Drives – Ramakrishnan, Prentice Hall India. 2. Power Electronics – P. S. Bimbhra, Khanna Publishers. 3. Software: MATLAB 6. 5 and PSIM.

Rogers vs. American Airlines

Cultural perspective considers law as reflection of social cultural beliefs; therefore, it would propose that Rogers should act according to commonly excepted social norms and change her hairstyle. However, conflict perspective sees law as a tool of oppression, and thinks law defends dominant class, American Airline, by coercing Rogers to change hairstyle and by imposing the ideas of suitable hairstyle onto employees. Comparing these two perspectives, prefer conflict perspective because ethnocentric judgment and circular reasoning can be found in the cultural perspectives.Cultural perspective indicates that law reflects cultural beliefs of a society by clarifying and institutionalizing shared customs and values. Although it does to always consist with customs or norms, law mostly grounded in the culture of a society, because law is rooted in how people see the world functions, what people perceive to be good or evil, what people consider to be standards of proper behaviors, and how p eople expect themselves and others behave in daily life.Nevertheless, within a large, complex structured society, many subgroups actually have different beliefs and judgments upon certain behaviors; in this circumstance, law, according to Savaging theory, supposes to express common consciousness of people in this society. Hence, away needs to represent mainstream thoughts that are held by large part of population.Moreover, Minimalists demonstrates that law is a body of binding obligations. When disagreements emerge from different cultural beliefs of subgroups within a society, law is necessary to clarify ambiguousness by illuminating which specific norms and customs have been institutionalized as legitimacy and, subsequently, enforce those legitimate customs by socializing individuals into share values.Additionally, The critiques of cultural perspective arouse from the argument that law derives from norms and it is insistent with norms, pointing out that circular reasoning involves in cultural perspective, and, more importantly, the criterion for institutionalized customs may be ethnocentric or in favor of some particular subgroups (Beer, 9/2). The cultural perspective thinks that law should reflect customs and norms of a society and enforce legitimate norms.Accordingly, as for Rogers case, cultural perspective would say that Rogers need to follow the shared values on appropriate business kick and law need to socialize Rogers into those shared values for three following reasons. First, the social customs expect hat people of certain professions, such as airport operations agents, maintain conservative and business-like images. Thus, to consist with customs, law should ask Rogers to change her characteristic hairstyle into a regular one to fit into expected business images.Second, because Rorer's duties involved extensive passenger contact, she was expected to perform the best to serve her consumers, which included pleasing passengers with an appropriate profes sional, neat look. Since most of people would not consider all-braised hairstyle as confessional and proper look, it is reasonable to quire Rogers to follow social custom and change into an appropriate hairstyle. Third, it is common consciousness that employees of corporate companies are expected to work towards the best interests of companies as long as the companies' interests do not violate their civil rights.American Airline hired and afforded Rorer's living for purpose of enlarging its own revenues. And, as an employee of American Airline, Rogers was expected to work for benefiting her company. Thus, if American Airline thought that Rorer's hairstyle had negative effect on its revenue and its policies did not latte Rogers civil rights as they were applied equally to employees of all races and genders, social Custom would suggest that Rogers should consider changing her hairstyle. Moreover, law is used to socialize individuals with disagreeable norms.In Rogers case, according to cultural perspective, law needs to socialize Rogers by denoting her to fit in the common acceptable social norms. Overall, cultural perspective suggests law to demand Rogers to tone down a discovered identity and fit into the mainstream of social norms. Unlike cultural perspective that views law as reflection of agreeable social ultra beliefs, conflict perspective believes law is linked to struggle over cultural values and material wealth; hence, it views law as a tool of oppression, which promotes the interests of dominant social groups over the interests of subordinate groups.Furthermore, society, by conflict perspectives, is not held together by consensus but by power; and the power comes from property and capital on which economic system and people's survival depends. Besides, economic determinism and hegemony theory are two versions of conflict perspective. Economics determinism focuses on law s a repressive tool controlled by economically dominant class on purpose to maintain their economic power through coercion. Therefore, law is used to exploit and oppress subordinate groups.Hegemony theory considers law as an ideological device, which provides hegemony, which impacts how people understand the world, for capital class to justify their power. Thus, law is used to impose beliefs onto subordinate groups. In a conclusion, all conflict theories commonly state that inequalities in distribution of valuable resound:sees in social system cause tensions between those with and those without resources. Then, conflict emerges from those tensions; and such conflict may be able to change social relations and Structure Of a social system (Beer, 9/9).In the Rogers case, Rogers as an employee, whose living depended on her employer, was a member of subordinate group; and the American Airline as a capitalist class employer was the dominant group. Based on the key tenets of conflict perspective, conflict perspective would view Rogers case as conflict between dominant gro up, American Airline, and subordinate group, Renee Rogers; and the law, in this case, was used as a tool to support the power of American Airline to dominate over its employee, Rogers.As for views from economic determinism, law helped ensure that the capitalist class can do what it thinks can enlarge its revenue, as it forced its employees to have a professional, neat looks in order to please its consumers and, eventually, to attain more revenues. In this case, law oppressed Rorer's rights to control her appearance and freedom to express herself; and employer, as the ruling class, used law as a weapon to exploit Rogers for its own economic interests.Moreover, as for the explanations from hegemony theory, law imposed the justification of American Airline's policies onto Rogers and other employees who sought not to have uniform appearances, which defended the power of dominant class. In this case, law was an ideological device that serves to change Rorer's understanding of how her hai rstyle correlated to her performance on the job.In short, the inequality and dominate-subordinate relation between American Airline and Rogers caused the conflict between them. And, law tends to resolve the conflict by oppressing Rogers. Comparing two perspectives above, conflict perspective is more convincing o me for following reasons. First, ethnocentric judgment about appropriate norms may be employed by cultural perspective. Different insights of social cultures exist among different racial groups, even though these groups are within the same society.For instance, African Americans may consider that the all-braided â€Å"cornrow† hairstyle is neat, clean, and business-like hairstyle that is appropriate for Rorer's position at American Airline. However, since African American is a minor ethnicity, its social norms and customs are rejected when they disagree with mainstream social norms and customs. Therefore, the appropriate hairstyle may be determined by ethnocentric jud gment that disavows African American norms.

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Customer equity - Essay Example Value equity is the customer's objective assessment of the utility of an offering based on perceptions of its benefits relative to its cost. The sub drivers of value equity are quality, price and convenience. Brand equity is the customer's subject time and intangible assessment of the brand, beyond its objectively perceived value. The sub drivers of brand equity are customer brand awareness, customer attitude towards the brand and customer perception of brand ethics. Relationship equity is the customer's tendency to stick with the brand, beyond objective and subjective assessment of its worth. Sub drivers include loyalty programs, special recognition and treatment programs, community building programs and knowledge building programs. In the present relationship-marketing situation, most of the companies using technology such as E-mail, websites, call centers, databases and database software are helping to foster continuous contact between company and customers. Companies that want to develop strong customer relationships generally add financial benefits, social benefits and structural ties to its product. In providing financial benefits, companies provide customer the frequency rewards and club marketing. Today, most supermarket champions including Sainsbury offer price club cards and provide member customer with discounts. Many companies have created club membership programs to strengthen relationship with customers. Open clubs are good for building a database or snagging customers from competitors, limited membership clubs are more powerful long-term loyalty builders. Companies' personnel work on increasing social bonds with customers by individualizing and personalizing customer relationships. Customer relationship is more or less of the view that customer must maximize his or her relationship with the company through up selling and at the same time, enhancing profitability by identifying, attracting and retaining the best customers. Through better relations hip and customer's information, customer time could be saved. Putting better customer relationship requires developing a set of integrated applications to address all aspects of front office needs including automation of customer services, field service, sales and marketing. The main aim of better customer relationship includes acquiring, enhancing and retaining the customer. Sainsbury has done this quite successfully. To acquire and retain the customer and to develop a long-term relationship Sainsbury is providing healthy, safe, fresh and tasty food as well as at fair prices. Sainsbury's price competitiveness is currently the best. It has been for many years following the investment of more than 450 million pound over the last three years. Around 15,000 prices are checked every week to make sure its competitive position has been maintained. In August 2007, Sainsbury has launched. "Different values" campaign to provide its customer, the products of higher quality specifications and great values. In March 2003, Sainsbury launches "Feed your family for a fiver" campaign to reach out and maintain a long-term relationship with its customers through providing affordable, healthy and nutritious meals for a family of four could be prepared with the budget of 5 pound. Sainsbury's values are not just for food items but available for non-food

Hunan Resource-Does motivation come from within a person or is it the Essay

Hunan Resource-Does motivation come from within a person or is it the result of the situation - Essay Example However, motivation seems to arouse out of any of the discussed situations and it has to be considered that motivation cannot be seen in majority of the people as external or internal influence as a whole. Motivation can be classified into two types they are intrinsic and extrinsic motivation. Intrinsic motivation are engender within a person as a result of factors such as liability, autonomy to act, capacity to point out and apply the skills and an enthusiasm to face challenging works. Where as Extrinsic Motivation is created in people by outside influences such as rewards, backing, sponsorship, endorsement etc. However, most of the researchers observe Motivation as a behavioural intervention influenced wither by external forces or forces necessitated within the person. It is very important to analyse the reasons every action of human beings as that would help in giving the exact background for motivation. The reasons to get motivated could be sketched out at two levels they are, individual exhibiting certain activity in addition to how these activities came about. There lies a background for every action performed under motivation. The background of motivation might have come from the influence two forces that might be either a positive or a negative force. However, any kind of motivated action constitutes a goal within inside. For example, Toates’s [1980, 1986] observed motivation as involving a goal-oriented pattern, in which an organism is motivated to behave in a particular way; this behaviour might get changed completely after the organism achieves the goal. Therefore, any motivated behaviour is an influence of some conditions, which are required by the organism. Where as McFarland [1989] has a contradictory observation which says that motivation under the influence of a goal would continue even after the goal has been achieved. From this observation, it appears that McFarland’s notion about motivated actions results either from a

Describe a picture Essay Example | Topics and Well Written Essays - 500 words

Describe a picture - Essay Example Another technique employed in creating space is the application of size variance. This is ideally seen in the attributes seen in the sky. The size of the figures decrease as they recede further into the background. This gives the prominent airplane scene a dominant position in the picture as it is relatively bigger in comparison to the figures surrounding it. The use of size in creating space allows the picture develop a sense of atmospheric perspective particularly in an image that lacks much variables in colouring shades. The spaces in the figure overlap systematically creating a sense of unity in the picture. The foreground buildings are seen to overlap with the middle ground grass. They hide the grass surface immediately behind them. This creates the illusion that the buildings are prominently featured in the foreground. The middle ground overlaps with the background. Human figures placed in the middle ground are seen to overlap with the background horizon. Despite a minimal use of size variance and overlapping objects, there is still an element of depth, space and perspective created in the diagram. The picture shows aspects of realism in a highly fantastical composition. The varying application of perspective and proportions applied in the image challenges realism. However, the imagery created is borrowed from real objects created an intertwined relationship between realism and imagery. Aspects of realism in the plane involve the use of realistic figures in the composition. These aspects are recognizable at face value. In analysing the picture, an individual immediately notices human figures, buildings, a landscape and even a plane. These objects are highly realistic. However, the artist’s creation of the objects is highly fantastical. The human figures are executed in a 2 dimensional style. The lack of tonal variation on the figures give then a whimsical look common in cartoon figures. Moreover, the lack of ideal

Accounting Terms and Concepts Essay Example | Topics and Well Written Essays - 250 words

Accounting Terms and Concepts - Essay Example Owner’s equity can therefore be determined by subtracting the value of all liabilities from assets’ value as shown in the following equation (Warren, Reeve and Duchac, 2011a). Communication of economic information to relevant stakeholders is one of the roles of accounting systems that ensure accurate data on an institution’s financial activities. Accounting systems also establishes frameworks for developing and managing organizational culture and interpersonal relations among an organization’s stakeholders. The systems achieve these through outlining values and standards for practice (Macintosh and Quattrone, 2010). Development of complex Information Technology systems has improved accounting work through computerized accounting and analytics for financial analysis. The technology has simplified the accounting process and improved accuracy through its electronic applications. Advanced Information Technology has also improved time efficiencies and ensures updated information for managerial functions (Warren, Reeve and Duchac, 2011b). Integrating accounting systems with systems of other departments in an enterprise is necessary because of its associated advantages to both accounting personnel and other users of financial information from other departments such as line managers and top managements. The involved data interoperability avails information to all internal stakeholders and therefore eliminates complete reliance on financial accountants for information, a factor that facilitates timely decisions in other departments. Integrating accounting systems also relieves accountants of the communication role and promotes their efficiency in consultancy services to other users of financial information. Further, integrated systems facilitate faster transfer of financial updates to all departments for informed decisions and actions (Maher, Stickney and Weil,

Racism and Anti-Semitism in America Essay Example for Free

Racism and Anti-Semitism in America Essay Stereotyping reflects expectations and belief about the characteristics of members of groups perceived as different from one’s response and discrimination refers to emotion (www.usnews.com). We all encounter some form of prejudice or stereotype in our life. What types are they? Would you see the lasting affects it has on someone you yourself had discriminated against? Would you recognize the effects it had on you? This author will introduce you to three different stereotypes, fallacious, hasty generalization, and false dichotomy. I will explain the damages being stereotyped does to a person and the lasting effects it has. Aggression, overeating, inability to focus, and difficulty making rational decisions, all are negative effects experienced by those subjected to prejudice, according to University of Toronto Study (Michael Inzticht, 2012). â€Å"Past studies have shown that people perform in situations where they feel they are being stereotyped,† said professor Michael Inzticht of psychology who led the study, published in the month’s edition of the Journal of Personality and Social Psychology. What we wanted to do was look at what happens afterwards. Are there any lingering effects of prejudice? Does being stereotyped have an impact beyond the moment when stereotyping happens (www.usnews,com)? A person that stereotypes based on negative feelings is a person that is indifferent to accepting cultural diversity and situations that they find dissonance with because that are either entrenched with prejudice from a psycho social paradigm, or make the conscientious choice to be prejudice because of their inferential way of thinking. In Nazi Germany people were imprisoned and even killed for trying to fight anti-Semitism. In America we are free to fight it, but too many of us choose to ignore this hate that dare not speak its name. Anti-Semitism is real, it is murderous and it is very much with us today (www.the-american-interest.com). Anti-Semitism involves beliefs that Jews are more clannish that other people and act in concert to support a specific Jewish agenda. Jews deploy ex traordinary wealth with almost superhuman cunning in support of the Jewish agenda. As a religious and national minority, Jews cannot flourish without attacking the traditional values of their host society. In every country Jews seek to weaken national culture, religion, values, and cohesion. Jews are not a national group or a people in the way that others are; they do not have the same rights to establish a nation state that other people do. Where Jewish interest is concerned, the appearance of open debate in our society and many others is carefully constructed illusion. In reality, Jews work together to block open debate on issues they care about and those who resist the Jewish agenda are marginalized in public discussion. These ideas are the five pillars of anti-Semitism; you don’t have to believe them all- any one will do. Being an anti-Semite does not necessarily make you a Nazi. You are an anti-Semite. That doesn’t make you a Nazi; Hitler added a sixth pillar of anti-Semitism that the only way to successfully oppose the Jewish agenda was to kill all the Jews. This idea have become so widely accepted that they are seldom questioned or examined; when that happens a whole society is poisoned and distorted. Stereotyping is one of the biggest issues in social psychology but relatively little is known about how and why stereotypes form. Conventional approaches to stereotyping assumes that stereotypes are based on erroneous and distorted processes, but others feel that they form in order to explain aspects of social groups and in particular to explain relationships between groups. In particular stereotypes have often been seen as rigid and distorted mental structure that lead people to make serious errors (McGarty et al, 2010). From a social functional point of view race is a social construction, on the one hand it has been a legitimating ideological tool to suppress and exploit specific social groups and to deny them access to material and cultural resources, work, welfare services, housing, political rights, etc. On the other hand, these affected groups have adopted the idea of race. They have turned the concept around and used it to construct an alternative positive self-identity; they have also used it as a basic for political resistance (Miles, 1993:28) and to fight for more antonomy, independence, and participation. There are several forms of stereotyping and prejudice, but I will give you examples of only three. I will explain the stereotype and elaborate on the meanings they present. Fallacious argument is the first stereotype that I will be discussing. A fallacious argument simply means false or not correct, but is usually used to describe someone being deceptively false. Fallacy is a misconception of a false belief. If someone is being fallacious they are trying to get you to fall for a fallacy (www.vocabulary-vocabulary.com). All African American men who drive big cars are drug dealers. Or if a group of African American youth or men stand around in a group they are gang bangers. This is a fallacious belief. African American men have driven large cars as long as I can remember. My uncle all my life has driven nothing but Lincoln Continentals. He is now a retired engineer from the railroad having driven trains for more than thirty years. I have friends that are firemen, teachers, and family men that wound not purchase a car if sit was not as it’s called a â€Å"Big Body.† Next, people stand around and talk, and socialize in crowds all the time, this does not mean they are gang bangers. I have made my sons stop standing around with their friends by a fence in the neighborhood because I did not want them harassed by the police if they should pass by and see them standing there. People assume the worst of people out of fear and or ignorance on their part. The next stereotype that I will discuss is one that I personally experienced. â€Å"Since you are so tall I know you can play basketball.† Being a woman of tall statue everyone assumes that I play basketball. All through Jr. High and High School my physical education teachers tried to get me to play ball. The head coach for the girls’ basketball team even tried to get me to leave band which I loved and play ball for her. I forever heard, â€Å"as tall as you are I know you can play.† I hated basketball, I still do. I never cared for the sport even when I had to play for physical education class. A person’s height and statue does not mean that they would have a passion for a sport that is l oved by others of this statue. Just because I was nearly 6 feet should not have been reason for anyone to feel that I like to play basketball. This argument is false dichotomy. False dilemma thinking or the fallacy of exhaustive hypothesis is a type of logical fallacy that involves a situation in which only two alternatives are considered, which in fact there is at least one additional option. The generalization was made that since I was tall I wanted and liked to play basketball. The third and final stereotype is one that I was questioned about years ago by a good friend of mine. She was a large young lady and short which made her look even larger. She would always seem down and stand offish around a group of people that we did not know. I have always been one to speak and socialize with anyone and somewhat stylish in dress. She questioned me on an outfit that I was wearing saying that I should feel self-conscious because my back was out in the dress and that she would never wear something like that because of her size. I simply informed her that this is her problem; you (she) allow others to dictate how you feel about yourself. They say you should be ashamed or embarrassed about your looks (i.e. weight) and because of this you should act and feel this way, not true. Just because you are not a size 3 and average height does not mean you are not beautiful and should have all the esteem, and pride in yourself as anyone could muster. This argument if fallacious because the inference from the premise to the conclusion is fallacy because of mistakes in the reasoning (Mosser, K. 2010). People who felt they were discriminated against-whether based on gender, age, race, religion – all experienced significant impacts even after they were removed from the situation. The lingering effects hurt people in a very real way, leaving them at a disadvantage. Even many steps removed from a prejudicial situation, people are carrying around this baggage that negatively impacts their lives. People are aggressive in their ideologies because they are adamant in their discriminatory beliefs. Negative stereotyping does have lasting affects because this construct is generally instilled in their children and if this cyclical deterministic view is not broken, such negativity will continue to manifest. Racism and Anti-Semitism is very much alive and still a major problem in this country, and around the world. References: www.ask.com/falsedichotomy www.blogs.the-american-interest.com/wrm www.Ksuweb.Kernesaw.edu/~shagin/logfal-emotion-hastygen.htm http://www.libcom.org/history/article/racism_brief-history McGarty, Craig, Spears, Bussell, Yzerbut, Vincent (1/2002), Stereotypes and Explanation Published: Cambidge University Press, Post Chester, NY, USA, Retrieved from: www.site.ebray.com/lib/ashford/docDetail?docID=10023552pg24=stereotypeing Mosser, Kurt, (2011), Logic and Introduction, San Diego, CA: Bridgeport Education, Inc. Retrieved from: http://www.content.ashford.edu/books Stereotyping has Lasting negative Impact: Prejudice has Lingering Effects Retrieved from: www.usnews.com/science/article/2010/08/12/stereotypes

Sun Zi Art Of War And The Organization Marketing Essay

Sun Zi Art Of War And The Organization Marketing Essay Sun Zis famous Chinese literature is  The Art of War,  the oldest existing military piece in the world and often considered as the best one. This book has age of over 2400 years old and proves that the tactics use for successful warfare and have not changed over time. It is a rather short book of approximately 6000 Chinese characters that covered the principles of human behavior and rules of conduct for military leaders. It is divided into thirteen chapters, with each chapter treating a different topic, such as attacking with fire, the nine battlegrounds and so on. The Art of War  has been practiced for thousands of years by the Chinese and it will continue to be. This book has widely influenced on Chinese and Japanese military for many years. For example, it was the source for Mao Tse-tungs strategies and tactics on rural of China. After that, The Art of War  has been popular in the West as well the in the early twentieth century due to the translation of English version. Until now, the strategies and principles are using widely in business worldwide as well. The main idea of  The Art of War  is effective military strategy. Sun Zi emphasizes the importance of understanding the current situation before engaging in warfare. The tactics that he used vary on every war. He thought that the result of the war will be either the survival or the destruction of the nation. Every step must be well designed and all depend on the advantages of the citizens. All warfare is based on the belief that to be victorious you must thoroughly know yourself and your enemy, deception, adaption of the current conditions, the leadership of the general and uses of spies. Although specific wartime situations are sometimes mentioned in the book, they are treated generally. For example, Sun Zi discusses tactics to win the war rather than the history of him in winning the war. This is how The Art of War  usable in many different situations. 1. 2 INTRODUCTION OF TOSHIBA COMPANY Toshiba Corporation is one of Japans oldest and largest producers of consumer and industrial electric products. The company also ranks as the worlds largest manufacturer of DRAM (dynamic random access memory) computer chips. Toshiba, a family of over 200 consolidated and affiliated businesses, is one of Japans second-tier  keiretsu  or conglomerates. These corporate groups are linked through history and tradition, as well as cross-shareholdings, interlocking directorates, and personal contacts. With a history that dates back to the nineteenth century and a product line that extends from semiconductors to nuclear power plants, Toshiba has played an active role in Japans rise to the forefront of international business. Toshiba was formed through the 1939 union of two manufacturers of electrical equipment, Shibaura Seisakusho Works and Tokyo Electric Company, Ltd. While Toshiba Malaysia was founded on 19 April 1977, it gives us high quality of audio visual and home appliances products. The audio visual products include LCD TVs, plasma TVs, colour CRT TVs, DVD players and HD-DVD players while the home appliances products include refrigerators, washing machines, rice cookers and electric pots. Toshiba Malaysia provides us with the leading technologically innovative products such as Meta Brain Pro technology. At the meantime, they provide us product with excellence functionality, reliability, durability and environmentally friendly features as outlined in their basic commitment, Committed to People, Committed to the Future. In year 2006, Toshiba was awarded Gold Award by Reader Digest Malaysia for being the trusted brand in 2 categories, LCD TVs and washing machines. Rapid economic growth in developing countries and sluggish growth in the developed world have led to major changes in economic and industrial paradigms in the 21st century. To succeed in crowded global competition transcending national borders, Toshiba continues to focus on restructuring businesses to reinforce their earnings base while seeking to transform its overall business structure by targeting growth sectors and emerging businesses. The aim is to become an even stronger global contender by pursuing the concentration and selection approach while creating world-first and world No. 1 products and services that are cost-competitive and captivate customers. 2. CONTENTS 2. 1 CHAPTER 3: STRATEGIC ATTACKS From Chapter 3 in Sun Zis Art of War, Sun Zi stated that He who knows the other side (the enemy) and knows himself will not be defeated in a hundred battles. Organization should know their strength and focus on their strength in order to win in the competition. At the same time, they should try to exploit competitors weakness and strength. Some principle must keep in mind are to yield the enemy does not use hard attack and to conquer other country does not use prolonged strategy. The principle to win in the battle is based on well-planned strategies and the understanding of our enemy. By direct attack on competitors weakness, it helps the organization to win the battle without causing injuries. For example, Malaysia Airlines ticket is pricy and this becomes a weakness for them. Air Asia uses this weakness and provides low fare to people. As a result, Air Asia is able to attract lots of people to purchase their ticket instead of Malaysia Airline. Besides, Air Asia also promotes a 10 cent Air Fare to compete Malaysia Airlines low fare promotion. In competitive market, every organization is facing uncertainty that nobody will always be a win ner. They need to stay flexible to creates a better life cycle. Capturing an entire section intact is a better strategy; destroying it is a weaker option. The above statement by Sun Zi, means that before entering to a new market, local culture need to be understand first. The customer needs then need to be analyzed. These two factors are crucial success factors for organization. Meanwhile, the origin elements are maintained there. Besides, organization need to know own core value in the market so that they can enter the market successfully. For example, KFC which is the largest fast-food chain in Malaysia and Brunei, serving world famous Original Recipe fried chicken which contains secret blend of 11 herbs and spices. Apart from serving finger-licking good food, KFC continuously aim for high quality and are committed to ensure food safety by stringent control to maintain our standards. Sun Zi said He who is able to unite himself with his officers and men as one mind, spirit and purpose will win. The above statement is one of the ways to predict victories. This simply means that the company and all its employees need to be united in order to achieve their mission and vision. For example, Coca-cola company, which is the worlds largest beverage company and also the No.1 provider of sparkling beverages, ready-to-drink coffees, and juices. With an enduring environment to building sustainable communities, Coca Cola is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for their associates and enhance the economic development of the communities. The Coca-Cola Company is committed to upholding fundamental principles of international human and workplace rights everywhere they do business. 2. 2 CHAPTER 4: DISPOSITION OF THE ARMY Throughout our research and findings, there are some theories from Chapter 4 in Sun Zis Art of War are applied by different organizations. Hence the concept like the need to build an invincible defense as a deterrent against any overly ambitious enemy is related in business strategies. Sun Zi said: In ancient times, those who were skilful in warfare ensured that they would not be defeated and when waited for opportunities to defect the enemy. The statement above which applied in business world simply means that to enhance our strength and be able to change and adapt to changing market nowadays. This is especially for the leader or top management who must have a prediction on future market trend so that organization can grow and control the market only if the implementation is in the right timing. Future development and improvement are the most important elements to let organization grow. For example, Apple Inc which has launched a few products in the market such as i-Phone, i-Pod and i-Pad. Apple Inc did very well in enhancing their strength in the market which not just following the market trend, Apple Inc creating the trend which brings growth and profit to the organization. Those who are skilful in warfare can ensure that they will not be defeated by the enemy, but will not be able to ensure victory over the enemy. In business application, all products have their own life cycle. Moreover, creative, innovative and continuous improvement enable origin product to continue its life span and sales. This indicates that old products will eventually be replaced. A firm must do some innovative changes on existing product to extend the product life cycle and increase number of customers. McDonalds did this by keep updating its menu. After a certain period, it will come out with new products and this attracts existing and new consumers too. The seasonal products such as Prosperity Burger that introduced during Chinese New Year only and Grilled Chicken Burger (GCB) that sold for limited period were the innovations of McDonalds. As stated by Sun Zi, Those who cannot win must defend; those who can win must attack. Defend when ones forces are inadequate; attack when ones forces are abundant. This stresses on the importance in taking initiative to prepare ourselves in battles. Those who cannot win must prepare their defense while those who are capable of winning must strike first. In this case, Digi has to come out with various pricing strategy to compete with the other telecommunication companies included Celcom and Maxis. Thus Digi came out with price strategies in which new plans such as the latest Easy plan that allow users to send SMS and make free calls to three of his or her friends which make Digi Easy plan more attractive compare to other telecommunication companies. Hence, Digi will be able to compete and gain their market whenever a telecommunication company provides a lower rate services. 2. 3 CHAPTER 7: MILITARY MANOEUVRES Sun Zi states that An army without sufficient food and grain will die. This quotation in business perspective means that profit as a food and grain which is the most important for the organization to survive. If an organization cannot obtain good profit and income, it will be difficult to survive in the market for long period of time. Since the capital is the basic condition to start a business, the organizer should be ensured that the financial rolling is sufficient in order to operate their business and to use in urgent moment. If the organizer doesnt have the sufficient back up of capital to support the business, the organization may face bankruptcy situation or merge with other organization. For example, Lehman Brothers Holdings was a global financial services firm and was the fourth largest investment bank in the USA before declaring bankruptcy in 2008. The businesses of the organization included investment banking, equity and fixed-income sales and trading, investment management, private equity and private banking. However, the organization went b ankrupt in 2008 due to the subprime mortgage crisis. In addition, malfeasance and short-selling allegations also cause the organization went bankrupt. The organization already had the financial problem initially but the addition problems have happened one after another. Eventually, the organization did not have sufficient capital to cover the problems. Hence, the organization forced to declare bankruptcy in 2008 and some businesses of the organization forced to sell to other organizations such as Barclays. In summary, money is the most important property for the organization to operate, maintain the business and help to cover some financial problems sometimes. 3. DISCUSSIONS 3. 1 CHAPTHER 1: DETIALED ASSESSMENT AND PLANNING Sun Zi said: The conduct of war is a matter of vital importance to the nation. It is a matter of life and death to the country, the people and the ruler. It is a road either to prosperity or to being destroyed. Therefore, it is a subject which must not be neglected. Initial planning and assessment are essential. There are five constant factors to consider, namely, moral influence, the weather, terrain, generalship and doctrine and law. Compare with those of the enemy. Then one will get a clearer view of the situation and assess ones chances of victory. Moral influence means policies which will make the people fiercely loyal to the ruler. They will follow him even to death. Weather refers to the contrasting changes of day and night and the four seasons of the battleground. Terrain assesses the route and its condition whether it is far, dangerous with open ground or with narrow passes. The ground can determine defeat or victory. Generalship of a commander refers to his qualities of wisdom, sincerity, benevolence, courage and discipline. Doctrine and law refer to army organization and control. This is to ensure that roads are maintained in order that supplies may reach the army and military expenditure is controlled. There are also seven other considerations to compare with the enemy. This can determine the outcome of the war .They are (1) the moral influence of the ruler over his subjects (2) the capability of the generals (3) better ability to take advantage of weather and terrain (4) who has better effective and efficient execution of orders (5) whose army is better equipped and larger (6) the training level of the army (7) the administration of rewards and punishment. The final strategy is to pretend in order to deceive the enemy. Attack when he is least prepared. Plan well before attacking. If the odds are highly against you, wait for another time. Similarly in business, in order to succeed, the company has to consider the following factors (1) the ability of the employer to motivate everyone to work towards the companys goals (2) the capabilities of the managers to lead the team (3) the ability to adapt to government regulations and market conditions (4) whether the business systems of the company can be improved so that there will be increased efficiency (5) the technology available to the staff in order to improve productivity (6)the training given to staff and their level of skills acquired (7) the administration of rewards and punishment. 3. 2 CHAPTER 5: FORCES When forces are concentrated to attack the enemy, it must be like solid stones hurled against eggs. This quotation is applying the principle of using strengths to strike weaknesses. Firstly, creative and innovation is one of the important principles to compete with competitors in the same market. For instance, there are many challenge and competitive in the market of electronic devices such as Toshiba, Sony, Mitsubishi and so on. However, Toshiba is more innovative and spend more time in research and develop the technologies. As a result, a lot of new technologies that were the first in the world or the first in Japan such as the first Japanese word processor, the first 3D LCD TV which not requiring dedicated glasses in the world, etc. Secondly, the organization should change their form, culture, structure, product base or others when there are any changes happen. For instance, Toshiba pioneered the development of electrical equipment in Japan. However, the organization entered new fields which are medical equipment and radio devices when the Great Kanto Earthquake of 1923 happened. Many employees of the organization were lost in this earthquake. Therefore, the vice-president of the organization decided to start new field. Thirdly, changes have to follow the trend. If an organization can create the trend, the possibility to win will be high. For example, more and more multimedia such as movie requires 3D effect nowadays. Hence, Toshiba invents the first 3D LCD TV which not requiring dedicated glasses in the world. Other competitors such as Sony also manufacture the 3D LCD TV to occupy the market. In summary, Toshiba creates the trend of 3D LCD TV and win the market due to the requiring dedicated glasses would not be worn. Lastly, the organizations have to analyze their strength and weaknesses all the time when compete with others. For instance, Toshiba has established the corporate research and development center to improve production technology maintain high qualities and creates new products. The corporate research and development center can analyze the strength and weaknesses of the organization in order to manufacture higher quality products and hence the products of the organization can be competed with other organizations in the intense market. As a result, higher profits can be obtained by the organization. 3. 3 CHAPTHER 6: WEAKNESSES AND STRENGTHS Toshiba applied the many theories from Sun Zis Art of War in implementing and deploying its business strategies which similar to our business world today. Our business world today is in a changing environment. Sun Zis Art of War helps the organization adapts in uncertainty and changing environment. Therefore, we have identified few theories from Sun Zis Art of War that can be applied by Toshiba into their business. Firstly, in Chapter 6 of the Art of War, Sun Zi provides some very interesting and fascinating concepts that are relevant in business world. For example, concepts like first mover advantage, to dictate rather than be dictated, to achieve relative superiority, to be flexible and to manage change and uncertainty. In addition, Sun Zi also explains how your opportunities come from the openings in the environment caused by the relative weakness of your competitors in a given area. Sun Zi said: Those who arrive first at the battleground will have sufficient time to rest and prepare against the enemy and Those who arrive late at the battleground will have to rush into battle when they are already exhausted. According to the quotation above, Sun Zi has pointed out the meaning of early bird get the first worm. In business world, it can be meant by it is better to be first than it is to be better. In current market, there is no more battle for the product but the perceptions of product. Besides, the timing of launching a product is important. By being the first to enter the market a product or service, a firm may need to capture greatest market share. Toshiba created the first mover category when its company produced Japans first electric fan, refrigerators, washing machines, electric vacuum cleaner and electric rice cookers. This allows Toshiba to strengthen their position in this market and handle the competitions from rivals after that. Being the worlds 9th largest integrated manufacturer of electric and electronic equipment, Toshiba already have support from their loyal customers and they are already well known when their rival enter this market. Superiority or strength in number means that enemy will have to prepare against you. This statement stated by Sun Zi means that by having large forces or allies working together with us, our enemy will have fear. In business world, the more partners we have in the business means that the more stable we are in the marketplace. Hence, our competitors will have to prepare a lot of strategies in order to defeat us or to replace our place in the market. Therefore, it is always better to form partners with other company into becoming partner and not afraid in competing with completers in business world. So, it is clear that why Yahoo announced a brand new partnership with  Toshiba  to feature Yahoo Connected TV on several models of Toshibas latest 46-55 HDTVs. This is because with Toshiba, users can enjoy Yahoo Connected TV on TVs. Sun Zi said: Thus, the expert in offence attacks places where the enemy does not know how to defend. and The expert in defence protects places where the enemy does not know how to attack. In business world, we always set for highly innovation to create the marketing advantages. We just continue produce products which are strengthen and will gain profit in the market, but have to do some innovation or improvement on it in order to enhance its position in the market. For low profile products, we may make some changes and let it enter a new market but must in a niche market. Hence the concept we should keep in mind is that we should understand very well about our competitors product strength and weakness so that we can attack accordingly to survive in competitive business world. As well as developing pioneering technology for its own products, Toshiba invented the DVD, the TFT screen and the lithium ion battery in addition to designing the graphics processor for the Sony Playstation II.  The launch of the Qosmio series in 2004 saw Toshiba demonstrating once again its position as a market innovator. Toshiba embraced the market for digitally converged products for home a nd personal entertainment, by launching the first notebook to offer instant-on TV/DVD functionality.   4. RECOMMENDATIONS Toshiba as nations one of the leading companies in manufacturer of computer and accessories, electrical appliances, electrics and electronics held the responsibility to continuously serve the customers and cater their needs and demands that grows over a period of time. This is necessary for Toshiba to emerge as the top manufacturer in the country and to outlast many competitors in the market. The quality exist should not limit to the products produced but must extend to the services provided. Such practicing will ensure Toshiba is recognized being capable of inventing valued products and offering the best services which others yet to make available. Therefore, to achieve such objective in the future, Toshiba needs to make consideration on the issue that required some improvement where necessary. The following are few suggestions which Toshiba can implement. To start with, Toshiba might introduce a detailed job assessment and evaluation. The evaluation must comprise in term of product manufacture and services. Sun Zi said: To manage a large force is similar to managing a small force. It is a matter of organization and structure. A group consist of a leader and few members can be assigned to the departments exist in the company to assess the employees performances. The team should not only scout on the way they carry out their job but at the same time, list the problems and challenges that the employees encounter while performing their job. If the trouble discovered is with the working environment, equipment or system, then the team should report to the unit responsible to solve the issue raised to the ground. However, if the problem is rise from the employee itself, whether the particular employee is lack of skills and training or is not competence enough for the job, then a replacement or further training is necessary. Through this approach, the company is able to deal any management issues effectively in relatively shorter time. One of the important aspects of business is the customer. As manufacture of electrical related goods, Toshibas job does not end at point of selling the products to the customer, but the real job begins when customer need the assistants of the manufacturer. So, to shorten the gap between the customer and the manufacturer, Toshiba probably can organize a session with customers in many regions yet more frequently. This session is expected to take place in any events such as electrical fair, PC fair or independently organized Toshiba fair. This session is aimed to listen to the customers complaints, products reviews, expectations, suggestions and feedbacks. This creates a better understanding between the customer and the company, the appointed staff able to hear from the customer itself, which later can be redirected to the company for better outcome. According to Sun Zi, An army without sufficient stockpiles and reserves will not survive. The organization culture is also an asset or a weapon to compete in the market. Customers always TRUST the big company which have good reputation and corporate culture. Advertising is very crucial for the information and the message to reach the intended customers. In Sun Zis Art of War, Communicating ground refers to markets that are equally accessible to both of you and your competitor. There are no natural barriers to entry and it is not difficult to get the consumers attention as they are not committed to any one product. Therefore, definite advertising strategies are needed to market the goods or the services. Toshiba may have utilized all known methods to publicize, from pamphlets to online advertisements but that does not guarantees the information has reached to and comprehends by everyone. So to maximize the spread of the info, the company may come up with advertisement in different languages, widely from printed materials to online sources. Those who are unaware of Toshibas products and services will now have a brief news and latest update about the company. Those who are skillful in warfare can ensure that they will not be defeated by the enemy, but will not be able to ensure victory over the enemy. This is Sun Zis quote from the Sun Zis Art of War which simply means those who understand and recognize their own as well as their competitors strength and weakness will not suffer a lost or bankruptcy. Once any feedback from customers is received, the company can review it to find out any flaws or weakness in their products or services right away. Once the defect is indentified, immediate action must exercise to tackle the issue. Next, improving on own weakness is not sufficient to stay longer in the market but identify others flaw and work on it, will secure a stable position on the long run. If Toshiba is the first to solve the flaw in other competitors product in term of structure, design, capability and function, then Toshiba will be noticed and become word of mouth that indirectly advertise Toshiba. 5. CONCLUSION This assignment helps us to emphasize on application of The Art of War in today business war. The studies of Sun Zi have proved to be useful until today since many companies applied the theories from the Sun Zi Art of War in their management. For instance, different strategies can be used by the company to beat their competitors in the niche market. Sun Zi Art of war is important because it helps organization to adapt in changing and we need to be flexible to changes in order to survive. Besides, we have to take suitable actions so that we can adapt the environment because inappropriate actions can lead us to failure. Through this assignment, there are several key success factors of Toshiba Company. First of all, innovative of Toshiba invented wide range of products such electrical applicants, computers, TV and more that win the customers long term supports. As Toshiba scope of services and products can offer many varieties so they are able to dominate different ventures in the market. Also, Toshiba are leading the market for years because of good management skill and strong structure of the company. Well communication between the top level management and lower manage including the first line staff enable them to be clear about their missions and visions of the company. This will stimulate passionate behavior of the staffs in their working life. Furthermore, the quality of the products is also one of the key factors of success in Toshiba Company. Toshiba has invested resources on research and development that gives improvement on their current products and technologies accordingly. So, Toshiba could not be easily attacked by competitors and always ahead of them. Committed to People, Committed to the Future, is one of the slogan of the company. This shows that they emphasize on the services to the customer which meet the customer needs. As a conclusion, Toshiba is one of the leading manufacturers in Malaysia. They offer variety of high technology of products to satisfy customers need in a more convenient way. Moreover, Toshiba Company implements Sun Zi Art of War strategies to make its management more effective and efficient. Thus, Sun Zi Art of War is very useful in todays business world to success.

Attractiveness over Intelligence :: American Culture, Beauty

Obsessed with beauty, the American culture seemingly values attractiveness over intelligence. Different media outlets serve to reinforce certain societal feminine ideologies (i.e. thin, tall, young, beautiful, etc.). The overwhelming pressure to conform to cultural standards of beauty and the importance of attaining these ideals of thinness and perfection are commonly displayed in advertising. However, in 2004 Dove launched a campaign that promised to redefine such stereotypes. Researchers agree that a medium that depicts cultural norms and beliefs of â€Å"ideal beauty† have a direct negative impact on the perceptions of young women’s self-image. According to Bissell and Rask (2010), women who are exposed to mediated images, which portray extremely thin models result in negative body image, low self-esteem, eating disorders, and overall dissatisfaction. The overwhelming pressures to be young, thin, and beautiful are the twisted expectations of the American culture. Kilbourne (1999) argues that, â€Å"†¦advertising is one of the most potent messengers in a culture that can be toxic for girls’ self-esteem†¦Ã¢â‚¬  she further argues that advertisements contain â€Å"†¦glossy images of flawlessly beautiful and extremely thin women†¦Ã¢â‚¬  (as cited in Bissell & Rask, 2010). As a result of such advertising, many young women and teens have a manipulated perception of beauty. Research supports this claim by showing th at the average US model portrayed in advertisements is 5’†11† and weighs 117 pounds; when in reality, the average US women is only 5’4† and weighs 140 pounds (Media and eating disorders 2006 as cited in Bissell & Rask 2010). Scholars claim that, â€Å"mass media can reflect basic beliefs, attitudes, and values toward female beauty and can even affect changes in cultures when others are exposed to images of ideal beauty and attractiveness† (Bissell & Chung, 2009). However, the beliefs and attitudes that have been adopted by the American culture are not creating a positive perception of true and healthy beauty, but rather a perception of shame and disappointment (Bissell & Rask, 2010; Bissell & Young, 2009). Both articles agree that constant exposure to these false perceptions of ideal beauty not only misguides young women into believing that this is in fact the cultural norm, but eventually leads them to accept that they must find a way to live up to these unrealistic standards, ultimately leaving them feeling inadequate and unacceptable (Bissell & Young, 2009; Bissell & Rask, 2010). In the last decade, some advertising companies have made an attempt to challenge or change such standards by choosing to use models that don’t normally fit into this â€Å"ideal† construct of beauty (Bissell & Rask, 2010).

Automotive Electrical System :: automobile car vehicle electric system

The electrical system consist of the generator (alternator), the regulator, the battery, the starter, and of course all the necessary wiring. Generator (alternator)- The generator converts the mechanical energy, which it obtains from the crackshaft through a pulley and belt system, into the electrical energy needed for ignition, lights, and all other electric accessories the vehicla contains. It also recharges the battery. The generator consist of two basic parts: the Field Coils which create the magnetic field and the Armature Winding which rotates in the magnetic field producing a flow of current. It's common to have a fan attached to the generator to help cool the system. Regulator- The regulator controls the generator's output according to the needs of the electrical system. Battery- The battery stores electrical energy for starting the engine and the operating electrical units when the output produced by the generator is not sufficient. It principle is to convert chemical energy into electrical energy. Batteries are built in a series of cells, each producing approximately 2 volts. A 6 volt battery will then have 3 cells and a 12 volt battery will have 6 cells. The cells are all connected in series. Starting Motor (starter)- This is a special type of an electrical motor designed to crank the engine at a speed high enough to permit it to start. It is capable of operating under heavy overload and creates great power, but only for a short time. When the starter is engaged, the driving pinion gear, which is attached to its shaft, is thrust forward to engage the teeth of the flywheel. The flywheel rotates the crankshaft to which is mounted, thus cranking the engine. As soon as the engine starts up, the driving pinion is automatically disengaged from the flywheel. The ignition system is designed to transform the low voltage from the battery or generator to the high tension voltage required to produce the sparks that ignite the compressed mixture of air and fuel in the combustion chamber. This system consist of the ignition coil, the distributor, the spark plugs, and high and low tension wires. Ignition Coil- This is a transformer designed to step up the 6 or 12 volts from the battery to approximately 20,000 volts. Distributor- The distributor which is driven by the camshaft, sends the high tension current it recieves from the ignition coil to the proper spark plug at the correct instant that the corresponding piston reaches the top of the compression stroke.

My Philosophy of Teaching Essay -- Philosophy of Education

Philosophy of Education To be an effective educator, I believe one must have a foundation of moral and ethical principles. An educator should support the learning environment, while being flexible and teachable. He or she must also lay a foundation of beliefs on how individuals learn, seeking to enable individuals to reach their optimal potential. My personal educational philosophy begins with believing all children are unique individuals, with different emotions and different styles of learning. An educator has the incredible challenge of attempting to meet those needs. As an educator, I believe all children deserve the opportunity and resources that would better enable them to reach their maximum potential. Classroom management is essential to effective teaching. While the reasons for misbehavior can be attention seeking, health problems, boredom, or simple frustration, how the problem behavior is dealt with will eliminate, decrease, or increase the behavior. Therefore, teachers should evaluate and determine appropriate strategies to increase or decreas...

Understanding the Principles of Assessment

1. Understand the principles and requirements of assessment 1. Explain the functions of assessment in learning and development. Assessment is carried out to evaluate that learning has taken place. It measures the learner’s attainment of knowledge and skills in their particular learning area. Assessment encourages learners to ask questions on anything they have not fully understood, as learners know that they will have to prove their knowledge and understanding during assessment to the standards of the awarding body. The anticipated outcome of assessment is that the learner will complete assessment to City and Guild standards within the time frame stated, with no assistance and show through answering questions that they have full understanding of the subject. 2. Define the key concepts and principles of assessment. Assessment has to remain fair, consistent and valid to ensure all learners have an equal and fair chance of receiving a fair assessment. An assessor cannot be swayed to give a learner an easier assessment because they favour the learner. The assessment process may have to be adapted to be suitable to the learner’s needs but, needs to eventually lead to the same outcome. 3. Explain the responsibilities of the assessor. The role of the assessor is to assess the learner’s knowledge and performance in a range of tasks. This includes, ? Ensuring that the learner has demonstrated competence and knowledge in the assessment to the standard of City and Guilds criteria. ? Assessments need to be planned between the assessor and each learner; the learner needs to be fully aware of his/her responsibilities in the collection and presentation of evidence. The assessor then needs to observe the learners performance in their workplace or similar environment and can ask questions to confirm a learners understanding. ? Accurate and constructive feedback needs to be given to the learner whether they have passed the assessment or not. If the assessment has not been achieved the learner needs to be aware of why they did not achieve and how they can rectify this for the next time they are assessed. ? Records of the learner’s achievement must be kept up to date and be available for the learner to see. 4. Identify the regulations and requirements relevant to assessment in own area of practice. As a tutor , I am required to discuss and set targets for the completion of tasks, units, skills development and observations to the City and Guild standards. This is to ensure the learner achieves their programme. I am responsible for the learners to complete the programme units with the time-scale stated by the awarding body, the time-scaled will initially be dictated by the Learning and Skills council but, learners will be assessed on an individual basis and time-scales adjusted to suit individuals. As an assessor I have to set challenging targets, record their progress against their targets in the learners individual learning plan (ILP), monitor their progress with every 4 or 8 week reviews in which progress is discussed and targets are agreed and set for learner to work towards. Once assessment begins I have to give learners clear and constructive feedback on their achievement and progress, learner progress is monitored through 1 to 1 .. Each learner has a portfolio logbook that records the learner’s competence against the standards for the qualification they are working towards. I have to ensure that the logbook is completed and kept up to date to show what progress has been made, and what areas of competence have yet to be achieved, this allows me, learner and visitor from the awarding body to easily track the learner’s progress. Once the learner has achieved their qualification, it is my responsibility to advise them of any further programmes they could do to develop their skills further. 2. Understand different types of assessment methods 1. Compare the strengths and limitations of a range of assessment methods with reference to the needs of individual learners. | | | |Assessment Methods |Strengths |Limitations | |Observation of performance in the work |Authentic |Demanding on assessors time | |environment |Low disruption to candidates workplace |Travel | | |Assesses real life skills. Need co-operation from candidate’s | | |Could help in integrating assessment across|workplace. | | |outcomes and units. |Reliability may be hard to achieve. | |Examining products of work |Authentic |Time-consuming with large groups. | | |Showcases learner’s skills. | | |Clear feedback back can be given on the | | | |work | | |Questioning the learner |Can occur naturally out of an observation |Is difficult to manage with larger numbers | | |Non-threatening to the learner |of learners | |Can be offered to learners with additional |Due to the range of responses from | | |support needs |learners, reliability may be difficult to | | |May fill in gaps in the learners portfolio |achieve. | |of evidence | | |Discussing with the learner |Learner may feel less threatened. |Time-consuming with large numbers of | | |More one to one |learners. | | |Could help less confident learner. | |Use of others (witness testimony) |Others may see areas which are normally |Authenticity of testimony could be | | |difficult for assessors to observe |questionable | |Looking at learner statements |Builds confidence in the learner’s |Learners with additio nal learning needs may| | |capabilities. |find it difficult. | |Understand the standards they are working |Does not show the learners practical | | |to. |ability. | |Recognising prior learning |Gauge the learner’s knowledge of learning. |Prior learning could be to a higher/lower | | |Recognise if any additional learning needs |standard | | |maybe required. | | . Understand how to plan assessment 3. 1Summarise key factors to consider when planning assessment. Key factors that have to be taken into consideration when planning assessment are; †¢ Is learner ready? †¢ Suitable time †¢ Suitable model †¢ Convenient for workplace †¢ Suitable environment Is Learner Ready? To determine if the learner is ready for assessment, Assessment has to be planned between the assessor and each learner, together they must come up with a plan that will suit the learner’s employers and the unit the learner is to be assessed on. As an assessor you have to be flexible to accommodate the learner. Suitable model The learner has to ensure the correct model is selected for assessment the learner is planning to do. For the colour unit (GH9), all models must have been skin tested 24-48 hours before the application of colour; this is a requirement to ensure insurance is valid. The correct model must be chosen so the learner can be assessed on what they plan, for example; a short haired client would not be suitable for a long graduation assessment. Convenient for workplace. A good relationship has to be established between the assessor and the learners employers. The learners workplace needs to be aware of the learners progress throughout the course and when planning the assessment the assessor hs to contact the workplace to ensure it is a suitbale time for the learner to be assessed. Suitable place Observing the learner in their workplace is the most suitable place to assess the learner. Whilst in the workplace a holistic assessment is more likely to happen, as different units may also be assessed when the assessor only planned on one. . 2 Evaluate the benefits of using a holistic approach to assessment. An holistic assessment will make the learner feel comfortable and competent in their assessment as it gives the assessor the oppourtunity to see the learner in their workplace covering another unit or aspect of the learners course as it naturally happens. This could occur without the learner realising. An holistic approach will help the assessor to use their time more efficiently, as hopefully more assessment than planned will occur. . 3 Explain how to plan a holistic approach to assessment. The assessor has to take some responsibility for collecting and structuring evidence when planning an holistic approach to assessment, further evidence is collected through observation of the learner and questioning the learner. The learner can also collect evidence but, must be supported by the assessor. 3. 4Summarise the types of risks that maybe involved in assessment in own area of responsibility. The types of risks that maybe involved in assessment of my own area are high, it is important for the assessor and learner to ensure the assessment is carried out in a safe environment. Learners must adhere to their own salon procedures and insurance policies. When assessing a learner at their workplace the assessor would have to ensure it was safe to do so, before the planning of assessment the assessor would have to make sure the workplace had carried out a risk assessment, have health and safety certificates, liability insurance, a first aid box, fire extingushers and fire procedures. . 5Explain how to minimise risks through the planning process. Risks will be minimised through the planning process by making sure the learner is complying with the worksplaces in-house policies (each salons policies will differ) and local by laws. The assessor must follow their policy and procedures when planning the assessment. The learner can be questioned on any of the policy and procedures and t he learner has to be able to explain them. 4. Undertand how to involve learners and others in assessment. 4. Explain the importance of involving the learning and others in the assessment process. It is important to involve the learner and others in the assessment process so that the learners and employers know the progress of the learner and what the learner still has to achieve. If the employers know the learners know the learners progress they are more likely to encourage and motivate the learner, the employer may make time to train with the learner or let the learner observe other stylists work which will expand the learners skills and understanding. Knowing the learners progress, employers may be able to observe a specific piece of evidence that has not occurred when the assessor has been present, when the assessor does visit the workplace the employers could provide the assessor with a witness testimony of the evidence they observed. 4. 2 Summarise types of information that should be made available to learners and others involved in the assessment process. Documentation Log books are given to each learner once registered on the course and are available to the learner and others and provide useful means of assessing the progress of the learners achievement and performance. The log book documents the learners ability to carry out a range of tasks. This document works well for the assessor to minitor progress and any areas the learner may require more guidance. Log books are alos checked by the internal verifier once a unit is completed, to ensure everything is completed to the standards, also the log book may be sampled by an external verifier. Policies Policies are necessary to ensure learners and others know what is expected and what they have to achieve to gain the qualification. All learners will work against the same policies so each learner has to meet the same requirements to complete the qualification. Procedure Procedures are in place for learners and others to follow, each assessment follows the same procedure and cannot be amended. Assessors work is sampled by IV’s to ensure each learner is being treat equally and fairly and that the assessment is following the standards procedure. Skills analysis Learners and others need to be aware of the learners skills, so guidance and further teaching can be given to the learner to pass assessment. If the learners has not passed assessment this is documented with constructive critism and help on areas the learner has missed. By keeping a record the learner can check and practice the skills. . 3Explain how peer and self-assessment can be used effectively to promote learner involvement and personal responsibility in the assessment of learning. to promote learner involvement a tracking grid is used for each individual learner. The tracking grid is for the learner to keep a record of their own progress on what they have practiced in salo n, this encourages the learner’s development of skills as they can track what they need to practice and when they will be ready for assessment. Learners also reflect on what they have done, learnt and what they can learn from after each session by completing an end of day form. The learners have to state what they have learnt, what they enjoyed the most and least and anything they have achieved in the session, there is also spave for the assessor/tutor to make comment on what they learner has done, these forms are filed and can be used for learners to reflect on. Learners are to approach the assessor once they feel ready to be assessed, the assessor has to advise the learner to look through the criteria of the unit the learner wants to be assessed on and the learner is to decide if they feel they can meet the criteria. If the assessment id not achieved feedback is a must, by asking the learner ‘how they felt it went’ will encourage the learner to analyse their work and reflect on what they could do better next time to achieve the assessment. 4. 4 Explain how assessment arrangements can be adapted to meet the needs of individual learners. An assessor is the hairdressing sector would have to be flexible to fit in with the salons opening times. Many salons are closed Mondays but, open Saturdays. In order to assess a learner it may require the assessor to work when they normally have a day off, work later or start earlier. If a learner was particularly shy the assessor may have to go at quieter times in the salon to carry out an assessment, if it is a busy salon the assessor has to ensure they do not get in the way whilst doing assessment. 5. Understand how to make assessment decisions. 5. 1Explain how to judge whether evidence is:- Sufficient A performace criteria is stated in each learners log book for each unit within the NVQ qualification. The learner must achieve the stated outcomes to have sufficient evidence to meet the requirements. Authentic The learner is watched by the assessor from start to finish of the assessment to ensure outcomes are met and assessment is completed with the time scale stated by the standards. Current All assessments are recorded in the learners logbook, which is completed by the assessor dating and signing to confirm assessment has been achieved, the learner also signs the log book. Dating the log book ensures assessments are current. 5. Explain how to ensure that assessment decisions are:- Made against specified criteria The outcomes in the logbook for each unit ensure that the assessment decision is made against the specified criteria and that the learner is working to City and Guild standards. Valid To ensure the assessment is valid, the assessor has to ensure that the learner is being assessed against the correct standards. For example; if a learner was being assessed on styling hair (G H10), the assessor would not use change hair colour (GH9) standards to assess the learner against. Reliable By following the standards set by City and Guild for each assessment, it ensures that the same result will be achieved. Fair By following the standards all assessments are fair. An assessors personal feelings about the learners cannot cloud cloud the assessors judgement. 6. Understand quality assurance of the assessment process. 6. 1Evaluate the importance of quality assurance in the assessment process. A trainee assessor is observed by an internal verifier, at Woodspeen Christopher Pauls, assessors are given 5 days notice before the observation. The observations take place to ensure assessors are working to the same standards and that assessments are being completed correctly. The IV will also have interviews will the learners to see how they are learning and interacting with their assessor, this gives the learners to air any grievances they may have which they may have not wanted to discuss with their assessor. An IV will go through the learners logbook after the learner has been on the course for 6 months, this is to ensure that the assessors accupational competence is up to date. The IVwill give feedback to the assessor verbally and written. The IV can sample the log book at anytime and will go through the whole log book again once the learner has completed. At Woodspeen Christopher Paul all assessors attend a standardisation meeting in which the assessors are split into small groups and given the same unit to work through and assess. The assessors then discuss their findings and work together so all assessors come to the same outcome, so all assessors is working to the same standards. 6. Summarise quality assurance and standardisation procedures in own area of practice. To ensure trainee assessors are correctly assessing they will be observed by the IV every 3 months, trainee assessor also have 100% sampling/counter signing which takes place initially and all assessment decisions will be countersigned by qualified assessors. Any problems that are identified during sampling the IV will follow up with discussion/training with the assessor involed. All evidence sampled in the log book is initialled in red by the IV, all feedback will be kept and dated for EV’s. All these actions are taken to ensure every assessor is working to the standards set by the awarding body, ensuring there is standardisation within the assessors. 6. 3Summarise the procedures to follow when there are disputes concerning assessment in area of practice. Every learner has the right to a fair assessment process, if the learner feels that they have been treated unfairly they have the right to appeal the decision. There is a NVQ appeal procedure in line with the awarding body requirements and NVQ code of practice which must be followed. The learner must first approach the centre lead internal verifier, if not resolved then to the centre manager, if the learner is still not happy with the outcome it will then be referred to the awarding body who will pursue the matter with the external or lead verifier. Assessment decision unfair Report to the internal verifier within 10 days Internal verifier to investigate within 10 days If problem not resolved it will be passed to centre co-ordinator who will give a decision within 10 days or within a time scale that has allowed for full investigation of the complaint If still not resolved it will be passed to the awarding body within 10 days The final decision will rest with the awarding body. 7. Understand how to manage information relating to assessment. 7. 1Explain the importance of following procedures for the management of information relating to assessment. It is important to follow procedures when managing information relating to assessment to ensure all assessors are working to the NVQ standards. All information collected during assessment must be kept up to date and and follow the policies and procedures of the awarding body. This information should be available to learners and others to see at any point. Following procedures in the assessment process enables internal and external verifiers track the work of the learners and sample work of the assessor to ensure everything is being done to the company and awarding body standards. 7. 2Explain how feedback and questioning contribute to the assessment process. The assessment process is to plan, assess, give feedback and develop. Firstly, the assessor and the learner must come up with a plan for assessment, the assessor will write up the planned assessment plan before assessment begins, the learner is then assessed through observation and the assessor asking relevant questions, once assessment is completed feedback needs to be given to the learner from the assessor, if the learner has achieved the assessment feedback still needs to be given on what the learner did really well on anything they could still improve on and then a plan is made between the assessor and learner on what the assessor would like to see next assessment and how the learner can achieve and develop their skills for this. If the learner has not achieved the assessment constructive cristism is given to the learner, the feedback will be what they didn’t achieve on, what they did well and what they need to do to imporove, the learner will also be given a plan on what they need they need to complete to enable the learner to achieve asses sment next time. The learners are given a 2 week period before they are assessed again to develop their skills. 8. Understand the legal and good practice requirements in relation to assessment. 8. 1Explain legal issues, policies and procedures relevant to assessment, including those for confidentiality, health, safety and welfare.