Urease Essay Example For Students

Urease Essay An experiment to determine the amount of urea in a specimen of urine. Introduction. Metabolism produces a number of toxic by-products, particularly the nitrogenous wastes that result from the breakdown of proteins and nucleic acids. Amino (NH2)groups are the result of such metabolic reactions and can be toxic if ammonia (NH3) is formed from them. Ammonia tends to raise the pH of bodily fluids and interfere with membrane transport functions. To avoid this the amino groups are converted into urea, which is less toxic and can be transported and stored to be released by the excretory system. Urea is the result of two amino groups being joined to a carbonyl (C=O) to form CO(NH2)2, the process of which is called the ornithine cycle and takes place in the liver. The ornithine cycle was developed by Hans Krebs in 1932 and is similar to the Krebs cycle through the use of oxaloacetate. One of the steps in the cycle the breakdown of arginine into ornithine and urea, a reaction catalysed by the enzyme arginase. (See below) (Fig 1.0) Arginine Orthinine UreaUrease is the enzyme w hich catalyses the hydrolysis of urea according to the following equation:(NH2)2CO(aq) + 3H2O(l) #61614; CO2(g) + 2NH3(g)The acidic ammonium carbonate is formed because the carbon dioxide dissolves in water to produce carbonic acid (H2CO3), which immediately reacts with ammonia to form the ammonium carbonate. This is shown by the following equation:2NH3(g) + H2CO3(aq) #61614; (NH4+)2CO3(aq)The resulting solution can then be titrated against hydrochloric acid with methyl orange as the indicator in order to determine how much urea was present initially. We will write a custom essay on Urease specifically for you for only $16.38 $13.9/page Order now The point of neutralisation using a methyl orange indicator is determined using the following colour changes. #61623; Acid #61614; Red. #61623; Neutral #61614; Yellow. #61623; Alkali #61614; Orange. Enzymes are nearly all made up of globular proteins. The structure of enzymes can be divided into three categories:1. The primary structure, which is the sequence of amino acids. 2. The secondary structure, which is the coiling of the protein into an alpha helix3. The tertiary structure, which is the 3D shape into which the protein is folded. This shape gives the enzyme its properties and specificity. The shape is held together by ionic bonds, disulphide bridges and the weaker hydrogen bonds. Method. Six urea solutions were prepared an placed in conical flasks one of which was of unknown concentration. The flasks were sealed to prevent CO2 and NH3 gases from escaping and then placed in a water bath at 35oC for 1 hour. The temperature was kept at 35oC as each enzyme has an optimum temperature at which it works best, so it was important that the temperature remained constant for the duration of the reaction. After 1 hour all the flasks were removed. A burette was washed first with distilled water to remove any impurities. Then with HCl to prevent the acid from being neutralised by the remaining water, as this would increase the pH of the acid and give a less accurate titre. It will also remove any impurities not dealt with by the water. The burette was then carefully filled to the top with HCl. A 10cm3 pippet was used to place portions of the urea solution into a beaker, into which a few drops of methyl orange were placed to act as an indicator. The beaker was arranged on top of a white tile so that the end-point of the titration could be determined more accurately. At the start of the titration the solution was yellow and at the end-point it turned red. This process was repeated for each solution, and the volume needed to completely neutralise 10cm3. Each time the procedure was repeated 3 times and the average titre would be calculated. Results. .u7f4787e74cff4f2d1e16bd75600e38ba , .u7f4787e74cff4f2d1e16bd75600e38ba .postImageUrl , .u7f4787e74cff4f2d1e16bd75600e38ba .centered-text-area { min-height: 80px; position: relative; } .u7f4787e74cff4f2d1e16bd75600e38ba , .u7f4787e74cff4f2d1e16bd75600e38ba:hover , .u7f4787e74cff4f2d1e16bd75600e38ba:visited , .u7f4787e74cff4f2d1e16bd75600e38ba:active { border:0!important; } .u7f4787e74cff4f2d1e16bd75600e38ba .clearfix:after { content: ""; display: table; clear: both; } .u7f4787e74cff4f2d1e16bd75600e38ba { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u7f4787e74cff4f2d1e16bd75600e38ba:active , .u7f4787e74cff4f2d1e16bd75600e38ba:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u7f4787e74cff4f2d1e16bd75600e38ba .centered-text-area { width: 100%; position: relative ; } .u7f4787e74cff4f2d1e16bd75600e38ba .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u7f4787e74cff4f2d1e16bd75600e38ba .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u7f4787e74cff4f2d1e16bd75600e38ba .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u7f4787e74cff4f2d1e16bd75600e38ba:hover .ctaButton { background-color: #34495E!important; } .u7f4787e74cff4f2d1e16bd75600e38ba .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u7f4787e74cff4f2d1e16bd75600e38ba .u7f4787e74cff4f2d1e16bd75600e38ba-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u7f4787e74cff4f2d1e16bd75600e38ba:after { content: ""; display: block; clear: both; } READ: Willy Russell uses Liverpool Essay(Fig 2.0)Concentration of urea (g/100cm3)Volumes of 0.1M HCl Required (cm3) Mean volume of 0.1M HCl required (cm3) (1dp)0.329.2, 9.3, 9.39.30.4810.9, 11.0, 10.910.91.013.1, 13.5, 13.613.42.015.3, 15.2, 15.715.44.018.8, 18.4, 18.518.6Unknown11.4, 11.0, 11.111.2Discussion. My average titre for the unknown sample was 11.2cm3. When I applied this to the graph I found the concentration of urea to be 0.58g/100 cm3. Figure 2.2 clearly shows that as the concentration of urea increases, the volume of HCl required for neutralisation also increases. This is to be expected as there are more moles of urea being hydrolysed, which would mean more HCl would be required. However the curve definitely indicates that the rate of increase decreases as the amount of urea present initially rises. This means that the concentration of urea is not directly proportional to the amount of ammonium carbonate produced, as the equations shown earlier suggested. This leads me to believe that it is the activity of the enzyme, which has caused this result. It may be due to availability of the active site on the enzyme, i.e. because the Urease causes the release of CO2, which dissolves in the water forming carbonic acid. This in turn reacts with ammonia forming ammonium carbonate, which is then titrated with HCl. So the availability of the active site would dictate how much ammonium carbonate would be produced, and hence the volume of HCl required to neutralise it. In which case I would expect to see the graph level off if solutions of greater concentration were used. Temperature could not have been a factor as this was kept constant through the use of a water bath at 35oC. The pH is a likely factor as throughout the reaction there are acids being produced. The precise 3-dimensional shape of the enzyme is partly the result of hydrogen bonding. However these bonds may be broken by the concentration of hydrogen ions (H+) which are present when acids are in solution. The CO2 being produced formed carbonic acid, which then went on to form ammonium carbonate. Both of which are relatively weak acids, however it need not be strong to affect the enzyme as pH is a logarithmic scale and a change of one pH point represents a tenfold change in the H+ concentration. By breaking the hydrogen bonds, which give shape to the enzyme, any pH change can effectively denature it. Every enzyme has an optimum pH at which it functions at its best and in this case the enzyme is likely to have been affected by the change in pH that occurred. The enzyme Urease has fallen victim to what could either be toxic accumulation, or a kind of feedback inhibition, which resulted from its own waste products. Limitations. As described the fact that the pH changed during the course as a result of the products formed, could have affected the activity of the enzyme. If I were to repeat the experiment I would try using a buffer solution to overcome this problem. The time could have been a factor as the enzyme may not have had sufficient time to catalyse the reactions. Again if I were to repeat the experiment I would leave the reaction for 2 or more hours. Judging the end-point with the naked eye is not sufficiently accurate and human error is more than likely, especially when the colour change is so gradual. The best way to overcome this in future investigations would be to use a colorimeter. This would give more accurate titration readings. Biological significance. When patients undergo pregnancy and other urine tests they are asked for an early morning sample. This is because no water has been drunk for a very long time and a great deal of reabsorbtion has occurred in the kidneys. This is due to an increase in ADH (antidiuretic hormone) secretion from the pituitary gland. Such reabsorbtion has caused the urine to be more concentrated with urea than normal. During the day water will taken in so the reabsorbtion of water in the kidneys will be unnecessary. This will result in a decrease in the concentration of urea during the day. .u13fb05da137102bc250c4df07f58febb , .u13fb05da137102bc250c4df07f58febb .postImageUrl , .u13fb05da137102bc250c4df07f58febb .centered-text-area { min-height: 80px; position: relative; } .u13fb05da137102bc250c4df07f58febb , .u13fb05da137102bc250c4df07f58febb:hover , .u13fb05da137102bc250c4df07f58febb:visited , .u13fb05da137102bc250c4df07f58febb:active { border:0!important; } .u13fb05da137102bc250c4df07f58febb .clearfix:after { content: ""; display: table; clear: both; } .u13fb05da137102bc250c4df07f58febb { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u13fb05da137102bc250c4df07f58febb:active , .u13fb05da137102bc250c4df07f58febb:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u13fb05da137102bc250c4df07f58febb .centered-text-area { width: 100%; position: relative ; } .u13fb05da137102bc250c4df07f58febb .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u13fb05da137102bc250c4df07f58febb .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u13fb05da137102bc250c4df07f58febb .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u13fb05da137102bc250c4df07f58febb:hover .ctaButton { background-color: #34495E!important; } .u13fb05da137102bc250c4df07f58febb .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u13fb05da137102bc250c4df07f58febb .u13fb05da137102bc250c4df07f58febb-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u13fb05da137102bc250c4df07f58febb:after { content: ""; display: block; clear: both; } READ: Gypsies EssayUrease can also be used by plants, which take in urea from the soil and obtain the nitrogen from its decomposition to CO2 and NH3. The plant then uses this tomake nucleic acids or amino acids.

Socialist Realism in Chapayev and The Circus essays

Socialist Realism in Chapayev and The Circus essays A film had to have several key components in order to be considered as upholding the doctrine of Socialist Realism. Films had to be accessible to the masses; simple, clear and understandable. Items such as flashbacks or irony were not used out of fear of the general populous misconstruing an intended concept or ideal. The film also had to include Revolutionary Romanticism, showing the world not necessarily as it was but what it should or will be. This romanticism helped the masses to look forward to the future in envisioning the communist utopia. Also important were the components of realism and plot. The film had to represent people in a socio-historic context and had to depict a reality that audiences could feel familiar with and would recognize. Certain plots became highly desirable especially a coming to consciousness plot. Often a simple hero or heroine, who was dealing with a problem, would be guided by a party representative. This party representative would help the hero or heroine come to understand the rightness of the Soviet system. Chapayev was a model of Social Realism. Its plot was chronologically clear, easy to understand and left no room for misinterpretation of any ideological norms. Chapayev had several components of realism. It was based on an actual historic hero and the story was drawn from the actual writings of Commissar Furmanov. Scenes such as when the troops become tired of fighting and start to yearn for home also express components of realism. Revolutionary Romanticism is shown through Chapayevs conversation with Petka and Anya about the future, where by he tells them how happy they will be once they have the opportunity to get married and settle down together. Finally, Chapayev also upholds the master plot ideal. Chapayev, the peasant, is guided and molded by the educated party representative, Commissar Furmanov. Furmanov helps to shape Chapayev through a ser...

See Below Essay Example | Topics and Well Written Essays - 1500 words

See Below - Essay Example Criminals can come from any social and economic strata of society. A petty street thug and even a depraved corporate executive can commit any crime against his or her fellow citizen. Crimes of varying degrees are done with utter impunity against helpless innocent people. One must ask where is the law in all this? What happened to the safeguards and the legal forces meant to protect the citizens of society? Sure there are the police force and other law enforcement agencies that are meant to track down and arrest criminals, but they can only apprehend and imprison such problematic characters. It can also be said that the laws of the land wish to spare the lives of those who would brutally and callously destroy the lives of others. Since criminals destroy countless lives and livelihood, why should they be spared from the death penalty? Support for the Death Penalty Before going through the reasons for the death penalty, it should be taken into consideration on how the psychology of deat h plays a great deal here. It can be said that the average human being is very attached to life, and will generally value his or her own survival above all else. In the face of death, a person will do whatever it takes to stay alive. Between two dilemmas that would avoid death, most human beings would choose either the simplistic solution or the one that can be negotiated. However, this attachment to life hides one of the strongest natural fears of any sentient living organism, which is the fear of death. People are generally afraid to die. It is in the natural psychology of every sentient organism that survival means the avoidance of death or destruction. A human being is even more aware of the fear of death among any other creature in this planet due to the mental ability to rationalize, imagine and have a complex degree of emotions and sentiment. Adding to the fact that human beings developed culture and beliefs that have ties towards the fear of death, a criminal may no less be afraid of death as much as the innocent bystander. A criminal who faces imminent death would experience the same drive to survive as any other normal human being. In understanding that psychology around death, it could be put into perspective that the death penalty would be a very pragmatic and useful means to lessen crime. One could consider it as a strong form of deterrent against active and possible criminals. It would act as both a message and a weapon against criminal acts, and would also be a sign to the citizens that there are active measures being done to ensure public safety, peace and order. Many important people, and some civilizations, in human history saw the practical value of the death penalty. To maintain a peaceful society, it is sometimes considered useful to bring about the fear of death amongst the whole population. Although the idea of using fear could be seen as a questionable course of action, the results would more or less bring the realization of justice and security to society. The use of the death penalty was deemed necessary by many political thinkers and national leaders to make sure that everyone in society does not make cause harm to one another. A very ancient example would be the application of Hammurabi’s Code in the Babylonian civilization. Created by the sixth king of the Babylonian empire named Hammurabi, the Hammurabi Code are a set of laws

Analyzing and contrasting data mining based network intrusion Thesis

Analyzing and contrasting data mining based network intrusion detection - Thesis Example In this age of the Information Revolution, there are obvious advantages that can be reaped from the vast and ever growing Internet Community of the web: 24/7 connectivity; robust e-commerce that simplified business transactions and operations; erasure of geographical separation and distance; and access to a multitude of modern means of communications. Yet, as the benefits derived from being part of the Internet community are numerous to mention, one resounding concern that pervades this virtual world is security. Most, if not all, entities that are part of the Internet world are on their toes, keeping an eye on their own virtual space on the Internet. Security is an important word in the Internet today. There are many people actively involved in developing attack software and are ready to attack anyone and any site that has a vulnerability in its network security setup. As defenses are developed, the attack software is modified to adapt to those defenses and launch even more deadly attacks. These attacks not only stop people from using their computer systems but some are also designed to damage the target computers or the data that they store. Since many e-commerce companies and enterprises depend on the Internet for their survival, it is not a surprise that there is an interest in finding different way to protect one’s network.... s age of the Information Revolution, there are obvious advantages that can be reaped from the vast and ever growing Internet Community of the web: 24/7 connectivity; robust e-commerce that simplified business transactions and operations; erasure of geographical separation and distance; and access to a multitude of modern means of communications. Yet, as the benefits derived from being part of the Internet community are numerous to mention, one resounding concern that pervades this virtual world is security. Most, if not all, entities that are part of the Internet world are on their toes, keeping an eye on their own virtual space on the Internet. Security is an important word in the Internet today. There are many people actively involved in developing attack software and are ready to attack anyone and any site that has a vulnerability in its network security setup. As defenses are developed, the attack software is modified to adapt to those defenses and launch even more deadly attacks . These attacks not only stop people from using their computer systems but some are also designed to damage the target computers or the data that they store. Since many e-commerce companies and enterprises depend on the Internet for their survival, it is not a surprise that there is an interest in finding different way to protect one’s network. Over the past couple of decades, techniques to secure network through latest technology have gained an importance and have proven to be a necessity to any entity maintaining a network. The need for security has spawned in the design of firewalls, cryptography, authentication and many different intrusion detection systems. Among these security tools, network intrusion detection systems hold the potential to become a tool against computer crime. An

Planning For Wealth, Retirement and the Great Beyond Case Study

Planning For Wealth, Retirement and the Great Beyond - Case Study Example as specified in the case study of the family is inclusive of the registered retirement savings plan of 650,000 dollars as well as the 150,000 dollars that are unused in the registered retirement savings plan. The market value of the home is estimated to be 900,000 dollars .the value is considered to inflate in the future (Roseman 2002). The investment advisor is expected to help in working out a realistic plan that will enable achievement of the goals pertaining to the long term investments. The realization now is that it will be hard to rely on the Old Age Security or the Canada Pension Plan or the employers Pension Plan to meet the expenses that emerge after the retirement. With that in mind, the time to build an investment portfolio that will help manage and support the life after retirement would be now. Having a trust company is a benefit especially when the company is the executor or the trustee (Currie, Chambers, and Brown 2001). When determining the personal asset, a variety of assets may be considered. For instance in the case presented, the family owns a home that is valued at 900,000dollars that is expected to inflate, they also own investments ranging from the real to non real that are worth a lot of money. The spouse also has an investment that will pay later. The expense that incurred includes the 90,000 dollars annual expenses and the mortgage that will be paid for the next eight years. The investment totals to 2.205 million dollars (Currie, Chambers, and Brown 2001). Having acquired the investment portfolio required, the projections for future income can hence be formulated. For instance, the sources of income after the retirement include the pension plan from the employer. Out of the salary paid, the contribution to the pension plan will be 6 percent... The case presented represents the family of a mature family. The priorities and needs of such a family have changed. This is evidenced by maturity of the children where two of them are in their twenties and have already been employed and the last one is in adolescent, due to Finish University in three years. The issue of guardian ship is not there. This stage is also marked by peak earnings years and accumulation of many considerable assets. This part requires assessing of the financial status, the personal and life goals and needs and also assessing the priorities of life now. This report makes a conclusion that life on earth is not guaranteed. Therefore, once one has died, there is the need for the estate to be managed and the property taken care of. This is the sole purpose of the will. The checklist needed in ascertaining a will includes preparation and signing of the power of attorney for the financial affairs and running of the real estate. According to Gray& budd one needs to ascertain whether the will and the power of attorney are up to date. One needs to take steps to ensure protection of the assets bought in the relationship. The will also entails naming the beneficiaries and the alternate beneficiaries of the registered retirement savings pan, the life insurance policies, the pension plans and RRIFs. These should always be up to date. The will also entails the backup executor and the back up power of attorney. All the dependants should be well provided for.

Attractions And Culture Of Southall Cultural Studies Essay

Attractions And Culture Of Southall Cultural Studies Essay I have selected Southall as my case study. It is situated in London borough of Ealing, near Heathrow airport. It is well connected with major London stations via London over ground rail service. Southall is an area where more than 50% of population is from India and Pakistan or other Asian communities and it is commonly called as little India among the local people. This is a perfect example of diverse cultures, where local community from different religions and cultures live together. Some of the major attractions it offer to the visitors such as Southall Broadway, which is the main shopping street, where almost every range of products from Asian community can be found very easily. Variety of restaurants with multi- cuisines; magnetically attracts visitors, as original Indian curries and country taste is the speciality. Visitors can feel the colourful culture of Asia in very first visit to Southall. Many Gurudwaras (Religious temples of Sikh community) are located here and they attract many visitors from different parts of London and local people as well. One of Gurudwara named Sri Guru Singh Sabha (Largest Sikh temple situated outside India) called proud of Southall. Not only Gurudwaras but many Hindu temples, churches and mosques are also situated here and this whole atmosphere gives impression of a multi-religion community. During many festivals Southall has its own charm. As India is a country of festivals and colours, multiple religions have their own ideas of celebrations and Punjabi culture is the most famous and celebrating among all. Diwali, Holi, Dussera, Vaisakhi, Guru-Purab etc. are some of the celebration days. In Southall people celebrate these days similarly Christmas or New Year eve. There are hundreds of videos and pictures available online to get a feel of atmosphere around these special days. This place is famous among all Punjabi peoples around the globe due to its exceptionality. Many Hindi, Punjabi movies and various folk music artists has contributed much for this hype. While my own personal visits, I can rarely see English faces. Usually shopkeepers deals in their native language Punjabi. Influence of Punjabi in this area can be judged from Southall over ground station where English and Punjabi signposts are installed for convenience to locals. Picture below is of one of the signposts installed outside Southall over ground train station: Courtesy: www.thelangarhall.comwp-contentuploads200808SouthallLRsign.jpg No doubt about the diversified culture and landmarks located in Southall; still there is some lacking in its touristic popularity among non-Asian visitors. While this place has many attractions and interests, some techniques and marketing theories can be used to make it a well established destination. Through this case study and my personal observation, I would like to present some arguments regarding the limited popularity and suggestions for creativeness of this potential tourist destination (which can be a major attraction for all types of London visitors in coming future; if worked wisely upon market strategies). Also I would like to present market segmentation and market research tools for the future prospects of this place. Required parameters, appropriate communication mix and distribution channels are mentioned in the later part of this study. Distinctiveness, Segmentation, Target Market, Market Research Southall is unique and several benefits it can offer to the visitors. Little India would be used to provide various attractions to communities not only Asians but from other race as well. I want to provide you a glimpse of varieties and cultural experiences, which Southall is offering to current visitors and tourists: Distinctiveness: Southall became a residential community area in early 50s when the primary group of Asians arrived here, who was recruited to work in a local factory which was owned by an ex-British Indian Army officer. These South Asian inhabitants grew rapidly, due to the convenience of employment opportunities. Today Southall has a lot to offer to its people, I am providing few distinctive characteristics of this place which make it exceptional in terms of visitors experience: Religious Places: There are ten Sikh Gurdwaras in Southall, one of these Gurdwaras Sri Guru Singh Sabha (opened in 2003) is one of the biggest Sikh temples outside India as I have mentioned earlier in introduction part. There are two large Hindu temples, the Vishnu Hindu temple on Lady Margaret Road and the Ram temple in Old Southall. Number of churches like Roman Catholic, Methodist Anglican, Baptist etc. and three Muslim community mosques, one located on Southall Broadway and other located in Old Southall. These places provide a multi-cultural and religiously divine experience together at one destination. Shopping and Food: Main road in Southall is called the Broadway. Southall has major Asian shopping centre in London. Southall is also the site of the famous Glassy Junction public house, which serve a number of Indian draught beers and interesting fact to mention that it gives facility to accept payment in Indian currency. Southall has many famous restaurants e.g. Mirch Masala, Giftos Madhus, Chaudhrys TKC, TKC are well-known for the Chaudhrys Tiara which has a unique Pakistani bus for their business marketing. A large gas tower is also located in Southall, which is a well known landmark and visible from a long distance. Southall has its own local football club named as Southall F.C. and has a long history, having been formed more than hundred years ago. Courtesy: http://www.visitsouthall.co.uk/Local_Info/southall_tourist_map.php (Mentioned map give an idea of the famous landmark locations of Southall and visible that a diverse range of option is available to enjoy and experience here) Music and Films: Media played a well versed role for the popularity of Southall, Many Indo-British movies were setup here as shooting and script locations; some of them are Hindi film Jhoom Barabar Jhoom, internationally applauded movies Bend It Like Beckham and Bride and Prejudice. Couple of years back a famous Hindi movie has been made on Southall football club named as Goal. Not only movies but number of Punjabi music videos has been shot here and a lot of famous personalities from Indian cinema and Indian music industry accommodate themselves here. A local community radio station is serving Southall named Westside 89.6 FM and licensed by OfCom towards community-based radio services. Film Studio: One of the earliest British film studios Southall Studios played a historic role in British film-making from its creation in 1924 to its closure in 1959. In 1936 a fire destroyed the studio but it was rebuilt and enlarged. Several movies featuring well-known actors, plus an early TV series (Colonel March of Scotland Yard) were made at the studios together with TV and cinema adverts. (Web resources) Industrial Establishments: During the research, it has been found that there were many persons who made their impact as population of Southall. Otto Monsted, a Danish margarine producer, built a large factory at Southall in 1894. The factory also had its own railway sidings and branch canal. The Maypole Dairy Company was later acquired by Lever Brothers who, as part of the international Unilever Company, changed the site to a Walls Sausages factory which produced sausages and other meat products until the late 1970s. Business Factor: Quaker Oats (later part of Pepsi co) built a factory in Southall in 1936. Which later on taken by Spillers and Big Gear group. Engineering goods, paint, sugar puffs and food process factories are the main business developed here. (Web resources) These were some of the examples from its brief history which made an impact for their large businesses, till this date Southall provide a positive atmosphere for the businesses to grow, one of them is due to availability of the workforce form eastern countries. Mentioned are some of the major sources of attraction and brief historical events related to this place. Southall can simply provide an astonishing experience to the visitors. Diverse range of activities and people; makes it apart from Londons main stream tourism. Southall provides a strong example for Creative Tourism as it offers many valuable and unique experiences to the visitors. Market Segmentation Target Market As we have discussed that Southall provides a religiously enrich experience especially to Hindu and Sikh community and number of visitors are from this market segmentation (Based on special community services). Some visitors are from London region who wants to have a glimpse of Little India due to their special interests or eagerness. Shopping for some Indian items e.g. clothes, food items, entertainment sources, food and grocery products etc. also attract people from around as they are not easily available in other parts of city. Market segmentation is a essential part of any tourism destination study as: Segmentation groups tourists into segments based on similar characteristics. Targeting chooses from among these segments the one or more that are most likely to respond positively to a promotional messageà ¢Ã¢â€š ¬Ã‚ ¦ (Kolb, 2006: 103) Target Market and Market Research: Above definition from Kolb describe the need of classification of the different target markets according to their characteristics and I observed from couple of visits about the market segments who comes to this place, mainly they are; Families- Parents with their children for shopping and leisure and to enjoy an atmosphere which relates them to their native hood. Individual Youngsters- who are involve in some part of industries and Southall Broadway (as part of work or to meet friends). Old age people from Asian (Indian Pakistani) ethnicity- for the purpose of their regular or timely visit to religious places. Societies of specialist interests- mainly these societies are from cultural perspectives who visit for their special interests. Shoppers- Mainly females who are interested in Asian ethnic clothing or fashion. Domestic tourists- from Asian ethnicity, who are travelling to UK or London have their interest to visit this famous (among them) place or to meet family or friends or due to publicity created by media (Films and music) These are some of the major categories of visitors who choose Southall as their destination for various reasons as applicable. Doing a market research is necessary due to the vulnerability of tourism and; The more an organisation knows about its customers and prospective customers their needs and desires, their attitudes and behaviour- the better it will be able to design and is required to stimulate their purchasing decisions. (Middleton with Clarke, 2001) Same categories are the perspective Target Markets and it can be enhanced more by implementation of accurate market research and tourism marketing. Further in next part of this case study I would like to present the appropriate communications mix and distribution channels. Which are currently, used for promotions of Southall and to attract visitors. Communications Mix and Distribution Channels I have accessed a few websites available online for information on Southall and for current activities going on here but sad part is; this place is no where suitably accessed in detail on the web, whereas on the other hand I cant find appropriate printed materials (flyers or brochures) as well. This is the key point which strikes my mind that why this place is not so famous in other communities or London visitors and narrowed only to the local communities living here. Present Promotional Materials: I observed that word to mouth is the only active part of promotions happening for this place by local communities and this is the major reason why rest of the people are staying apart to access this unique destination. Why websites are not playing a valuable role. When searched in detail, I found that few websites which are available are not actually attracting any new breed of visitors and not many promotions are available on the air. WEBSITES- Few websites I have mentioned below are the only available sources to get information (which are also not satisfying the requirement of a visitor) and I tried to give a brief synopsis about what information they contain and what is lacking as an appropriate first source of knowledge: http://southallpride.wordpress.com/ This website is more like a blog site, where no information about the place is provided, although this site boasts of a community help provider but it focuses only on the events and news going on in the certain part. I observed about currently ongoing issues in Southall by this site and some of them were interesting e.g. Drug peddling in Southall, Protest from the local residents against councils support regarding excessive number of gambling and drinking places. I believe these types of websites are more informative to the local people or persons with specific interests, but to a tourist. This website can be used as a successful channel as it contains local community perspective and helps to inform residents regarding the hot-issues around. If publicised and regenerated with vast amount of information on positive qualities as well, it can play a major role in development of Southall as a tourist place to visitors from all communities. http://en.wikipedia.org/wiki/Southall Wikipedia is a well known website to access basic information about anything or place, but in my opinion this is also not of much interest towards visitors regeneration in Southall. Wikipedia is containing huge amount of information on history, basic culture or characteristics, but if a higher level of information is required, it might be an adversity as it is not a reliable or trusted source of information; the reason is anyone can update or edit the information; hence authenticity of the data is a question. My personal opinion towards this website is not very supportive but still when no other sources are available, at least this websites provides preliminary information. http://www.visitsouthall.co.uk/ Visit Southall is another website with less information. This website is more of an advertisement website than a visitors informative resource. On the opening home page there are number of small adverts from local businesses and a very short note describes Southall. Other relative links takes through the different options e.g. businesses, hotels, shopping, restaurants etc. some of them are useful and some not. This website is more like a local directory with address and phone numbers mentioned on it by various business links. This website, as the link says Visit Southall can be a medium for providing all sort of information and visual material to attract more visitors. But as this website is poorly made; it is of not much use. It requires a complete makeover and can be very successful if different contents like pictures, visual graphics, music or other attractive mediums added to it. Further it requires publicity upon various social networking website s or advertisement through various other media channels. Thereafter I tried to focus on the future prospective in terms of marketing elements to be used in promoting Southall as a distinctive place for visitors from all over. I believe that by now this report has justified the uniqueness of Southall and also provided a sense of experience one can get by visiting. Being diverse and such culturally enriched, still there are many factors and drawbacks which stopped it to grow and reach to the visitors checklist. In further portion of this report I would like to suggest few elements of communications mix to support from marketing point of view. Communication Mix: There are certain requirements for marketing. If Southall needs to improve and rise up as a tourism destination, it is necessary to implement mentioned elements: Branding: Its the process of communicating the visitor the image of the destination, along with features, benefits it has to offer (Kolb, 2006, 219) In my opinion every successful destination has its branding and it actually affect the number of visitors. Branding helps to clarify the destinations personality and more effectively branding works as a powerful tool on peoples mind and gives to its visitor a sense of speciality. But question arise what are the tools to be used as branding? In brief they consist of slogans, logos, icons and imagery. It is essential that these tools must represent a theme and relates to the destination. In case of Southall, it has number of events and festivals which can be easily used as a tool of branding events and can be helpful for its popularity. the key to creating a brandà ¢Ã¢â€š ¬Ã‚ ¦ is to be able to choose a name, logo, symbol, package design, or other attribute that identifies a product and distinguishes it from others (Hem and Iversen, 2004) Along with branding Southall requires excellent level of advertising, as after creating a brand it has to spread out to point of contact with future visitors or potential consumers. Advertising: is without a doubt a biggest tool for promotion, whether product is tangible or intangible. In terms of popularity, Southall definitely require an advertising policy in which diversified culture, colourful atmosphere, delicious food and many other specialities can be promoted as unique experiences. Advertising is a tool which contains perfect communications mix for promotion, and it can reach out to mass rather than personal selling or one to one relations. Although each tool have its own limitations and restrictions, but in my opinion Southall can become superior destination by the help of appropriate branding and advertising. Advertising has various characteristics and it can influence mentioned categories: Persuade new customers (Visitors) for product (Destination) Keep bonding with existing customers Spread awareness among mass population Keeps increasing the reputation for the product Can be used through various mediums at once (TV, Media, Posters, Web Adverts etc.) Influential and less time consuming in comparison to personal relations Further Advertising can be studied and distributed, as it should represent awareness, interest, goal or desire (outcome of advertising) must be decided and action to be made according to conditions demand. This theory is defined as AIDA: Awareness, Interest, Desire and Action. Employing Advertising with Southall: Mentioned are the few beneficial key points by advertising. I am not denying the use of other communications mix but according to the situation and positioning of Southall, I strongly believe that Advertising and Branding will help at major levels. Although some more techniques like; personal selling, public relations or sales support etc. can also be added and implement all together but feasibly these other techniques or tools can be employed by the success or failure of a single tool. Reflection/Conclusion: London is a vast city which accommodates numerous culture and people; by personal experience, I can say that this is one of the most diversified cities in the world. If we look at Londons own personal selling and destination marketing, London has made a mark and is a perfect example for the rest of the world. London has proven a tremendous success when it comes for branding a city. This must be a reason why London has got such diversified areas and destinations inside its own territory. London seems to be a small continent with such vast contrast and variety in between its own people and places. Southall, which grew up and categorised itself as a specific community location, needs special attention. Even if we apart Asian communitys colours, still it has got many other interests and attractions. When we add both; diverse cultural experience with its elegance; it creates a different level experience for its visitors. It consists of many characteristics and attractions, which is a perfect blend of enrich distinctiveness. Future target markets and research we have discussed to get an overview before implementation of any marketing planning. How websites or other media are helpful and in which areas they are lacking behind, we have observe from few examples. What attract people and how to reach out to distinctive and new consumers we argued in the later part. I believe that Southall is representing an important part of diverse London. Although it has been misinterpret by people and other communities but it has got a potential to be an iconic and one of the must visit places. By my observations and research I found that there is some lacking of appropriate marketing approach towards its popularity. If council, private organisations and communities of this place support each other, Southall can be added in undivided parts of Londons famous places.

Why Be Adolescent :: essays research papers

Why be Adolescent? I believe that I have caught on to the biggest scam in the history of the world. No I'm not talking about long distance phone companies, or CD clubs, or even public school. I'm talking about adolescence. Adolescence is the stage between 13, and the early adult, and late teen years. Adolescence is only found in 1st world countries that are descending from England in some way. The reason for that, I believe, is that a long time ago before the existence of America, Canada, or Australia, European countries were thought to be the most advanced, and proper. In almost all aspects of life there, things were ranked in a hierarchy system. They ranked their government system to have different levels of importance; their social status was ranked, church system, police, and finally age. The age hierarchy was not very complex. If you were older than somebody, than of course you were that much closer than the top, unless they had a higher general social status than you. With the branching of Europe, the European ways would follow. Observe the affect adolescence has on North America. Children are treated with extra care until about 13 or 14. Then the stage of adolescence starts. You are given responsibility. Nothing big, but just things like chores, and more time out. The intention of these is good, but it is all part of the plan to make the child ready to be an adult when they're 18. In many cases the child is not used to the responsibility until well after 18, because the change is so dramatic. This could be one the reasons that we have so many young criminals, ages 13-25. In many Asian, and African countries, which are not completely influenced by European culture, adolescence simply does not exist. They are not so worried about spanning the time of giving responsibility, but actually give it a little too soon if anything at all. A lot of the people in these countries don't have a lot of money, so they need the help from their offspring as soon as they can get it. In the extreme, a 14-year-old boy could be working to support his family with a jog for 1.25 an hour with a large American sports clothing line. This can't be good no matter how you look at it, but on the other hand, a boy who learns responsibility at the age of 13, by working for a relative or neighbor, doing physical labor can be very beneficial. The boy is not overwhelmed with the weight of his family's well being on his