Service Marketing Consumers

Question: Discuss about the Service Marketingfor Consumers. Answer: Marketing of services is very different from marketing of the products. Marketing services required to provide the real experience of the service to the people. This is because in product marketing the consumers can see the products but in services they need to be reliable on the brand that is providing them the service which in intangible. This report discusses about the importance of QR code marketing in marketing of services. This provides the idea of the impact and variations of the QR code marketing. Consumers need to follow the series of steps in order to make a purchase of any service or product. The sequential steps are known as consumer decision making process. This process starts with identification of the need of consumer and continues with gathering the information about the service or product (Belz and Peattie, 2009). After that consumers try to look for the alternatives available for them. then, selection of the most suitable service or product is made and further the after service experience is being evlauted.as far as the QR facility is concerned, it has been analyzed that consumers use this facility at the time of searching or gathering the information about the services or the products offered. Another stage at which QR code can be used it at the time of evaluating the alternatives available to look for the ingredients of the products or the offerings in the services. QR codes can be used for many purposes by the companies. As far as the product company is considered, it can be used as the tool of information. In service industry such as restaurants, QR codes can be sued as the marketing tool. Development of mobile phones technology and use or QR codes makes it possible to use QR code as the marketing tool. The businesses like restaurants can place their QR codes on the stickers of the restaurants, leaflets, posters or inside the door. This code can be used for making the people aware about the additional information about the company or the services at the restaurants (Mudie and Cottam, 2010). The information related to the upcoming events, new product releases, offers and images of the events conducted can be shared through the use of QR codes. It makes it easier for the customers also to know at the restaurants offering without seeing their leaflets, posters or visiting the restaurant. It is a great marketing practice that can be practiced by m any of the restaurants. In service marketing, the companies have to target the needs of the customers thus QR code can be customized according to the needs of the customers and also to help the companies to get the data of the customers or can know about the interests. Service marketing communicate is very different from products. The concept of service marketing communication suggests that segmentation of the target market should be properly done (Lovelock, 2011). In case of using QR code as the marketing tool, it is mandatory to segment the market and the place where the target audience can approach the QR code placed. Usage of QR codes as the marketing tool has many advantages. This is because it has the capability to pass many layers of distribution between the producer of the service and the need of consumer of the service. Below are some of the advantages of using QR codes as marketing tool: Reduces the number of mediators: If QR codes have been used for marketing of the service company such as restaurants, it helps in reducing the number of mediators between the producer or the service provider and the end consumer, this is because the restaurant owner can directly place the QR code at different medium from where the end consumers can directly scan the codes from their mobiles and take the information about the services offered at the restaurants (Wilson, Zeithaml, Bitner and Gremler, 2012). Cost effective: For service industry such as restaurants, using the QR code is very cost effective, this is because the company need not to send huge amount of money in printing the posters, leaflets and other marketing props. Placing the QR code at the favorable medium I enough to reach thee customers. It also enhances the brand image of the company as it signifies that the company is updated with the new technology. To acquire the database of the customers: Without spending much on surveys and other articles, the service providers like restaurants can access the data of the target customers and can also get the idea of their choices (Jobber and Ellis-Chadwick, 2012). It helps the service providers like restaurants to acquire the data of their customers whoever has scanned the QR code placed by the restaurants. Accordingly, the restaurants can target the customers with their choices. There are several perceived risks of the consumers related to the products in the service industry. Some of the risks are physical risks, financial risks, social risks, time risks, functional risks etc. QR code many affect thee perceived risks of the consumers. Use of QR code of by the consumer for the products or the service offered by the company can reduces the functional risks associated with the service. This is because functional risk is associated with the function or the offerings of type service and if the customers is already ware of the functional then he or she may not have the this type of risks at the time of taking that service (Malhotra, 2008). The same can be linked with the social risks of the consumers. Social risks can be defined as the risks that are associated with the image of the person in the society. The services and person takes is somehow related to his image in the society (Grnroos, 2007). The QR information can provide the idea of the brand image of the company and the people can easily identify whether they can take the services of that brand or not. There are many interactive content forms that can be used by the companies or the service sector companies to inform the customers or to improve the after service customers satisfaction (Doyle, 2009). The interactive content information allow the customers to get the knowledge about the products or the service the company is offering and helps them to get an idea about the firms image and quality. Some of the interactive content forms are discussed below: Interactive info-graphics: Interactive info-graphic helps the people to know about the products if the services offered with the visual effect (Lieb, R., 2011). It helps in attracting the customers and to portray an image of the service that helps to be in the memory of the customers. Suppose, if any of the restaurant post the image of the dish on the poster or the leaflets along with its name then it would create greater impact on the customers rather than the advertisement only with the name of the dish. In the world of content marketing, videos are still on top. Videos are the best source to engage the customers with the service (Gunelius, 2011). Making interactive videos allow the customers to take part in the video by engaging themselves or relating them with the video. Making a video is just not an easy task because it is difficult to out the relevant content according to the target audience. If any restaurant wants to generate an advertising video, the image of the dish can be inserted, which on by clicking should link to the ingredients of the dish. This technique can help the customers to know about the dish with better experience. Conclusion: The above questions conclude that there are many innovative methods of marketing are available for the companies. IN service industry like restaurants, the QTR code marketing is the new and challenging method to market the service. it help to be as a marketing tool in order to inform, persuade and attract the customers to have a proper knowledge and experience of the services they are going to avail in the company. References: Belz, F.M. and Peattie, K., 2009.Sustainability marketing: A global perspective. Chichester: Wiley. Doyle, P., 2009.Value-based marketing: marketing strategies for corporate growth and shareholder value. John Wiley Sons. Grnroos, C., 2007.Service management and marketing: customer management in service competition. John Wiley Sons. Gunelius, S., 2011.Content Marketing for Dummies. John Wiley Sons. Jobber, D. and Ellis-Chadwick, F., 2012.Principles and practice of marketing(No. 7th). McGraw-Hill Higher Education. Lieb, R., 2011.Content marketing: Think like a publisher-How to use content to market online and in social media. Que Publishing. Lovelock, C., 2011.Services Marketing, 7/e. Pearson Education India. Malhotra, N.K., 2008.Marketing research: An applied orientation, 5/e. Pearson Education India. Mudie, P. and Cottam, A., 2010.Management and marketing of services. Routledge. Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012.Services marketing: Integrating customer focus across the firm. McGraw Hill.

John F. Kennedy and Turning Point free essay sample

On November 22, 1963 one of the largest turning points during the 20th century, it was the day of John F. Kennedy’s assassination. â€Å"JFK’s death seemed symbolic: a man in whom so much hope had been invested was cut off in his prime, during his first term as President, before he had a chance to show what he could achieve. † (Bennett) This time of history was more than just an event it changed the future events in history for America. It was a turning point for how Americans especially Kennedy’s supporters felt about the future of their country. There was so many events going on in the world prior to Kennedy’s assassination. In 1961, the Berlin wall was erected and the Cuban missile crisis in 1962. The Bay of Pigs expedition remained fresh in everyone’s minds. â€Å"In addition, civil war in Laos and increasing tension between South and North Vietnam foreshadowed America’s long and painful involvement in south-east Asia, while Communist China, increasingly self-confident and aggressive, split with its Soviet mentor and contemplated developing nuclear weapons. We will write a custom essay sample on John F. Kennedy and Turning Point or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Kennedy faced a basic dilemma: how could the US stand firm in the fight against global communism, while avoiding a nuclear cataclysm?† (Bennett) President Kennedy was in the middle of making some decisions that would change the future of America forever. According to Moss, â€Å"at the time of his death, Kennedy’s Vietnam policy was in disarray and his administration was divided over what to do about the failing war against the VietCong. † The subsequent events that were dependent on the leadership of Kennedy were the results of the Vietnam War. Many of Kennedy’s supporters felt passionate that had he not been assassinated that the Vietnam War would have never involved America. â€Å" Kennedy loyalists and several scholars have argued that  had Kennedy lived, he was planning to extricate the United States from South Vietnam sometime in 1965 and that there would have been no American war in that country. † (Moss) There are many subsequent articles that report that Kennedy had no intention of backing America support out of South Vietnam but his supporters had faith that our countries involvement in in Indochina would have ceased in just a few short months. Rather the involvement in Vietnam became more intense and American sent over more support and money. President Johnson took over the leadership of the American troops and involvement in the Indochina battle. With the change in presidency, no one will ever know what choices President Kennedy would have made or if the Vietnam War would have been prevented and never occurred at all. John F. Kennedy’s assassination was a large turning point for the government and the future of America, but it was also a major turning point for the faith and moral of the American people. Americans were excited for the future with Kennedy’s plan and he was young fresh leader for the county, for the people to see such a shocking and unexpected event it was a turning event for how the future of America was perceived and possibly how events actually occurred.

The Indonesian Tourism Industry Tourism Essays

The Indonesian Tourism Industry Tourism Essays The Indonesian Tourism Industry Tourism Essay The Indonesian Tourism Industry Tourism Essay The capital metropolis of Indonesia, Jakarta with a entire populations of 9.6 million ( BPS, 2012 ) with five countries viz. West, East, North, South and Central, has positive economic growing since period 2000 to 2011, which largely was sustained by the three chief sectors such as ( 1 ) fiscal, existent estate and concern services sector, ( 2 ) trade hotel and eating house sector and ( 3 ) fabrication sector. ( BPS, 2012 ) The increasing of economic growing gives impacts to the touristry industry in Indonesia. In January 2011, the Culture and Tourism Minister of Republic Indonesia announced the replacing of Visit Indonesia Year stigmatization with Fantastic Dutch east indies as portion of touristry run that expected to pull 7.7 million foreign tourers and bring forth $ 8.3 billion of gross. Whereas 50 % of this gross will be generated from meetings, convention and exhibitions that will take topographic point in assorted topographic point in Indonesia. ( The Jakarta Post, 31st December 2010 ) . Jakarta, where the cardinal authorities, trade, services and industry are located at, makes Jakarta a finish for concern travelers or as a authorities cardinal meeting. In add-on, with the completing installations at JIExpo Kemayoran in North Jakarta, Jakarta Convention Center in Central Jakarta, Balai Kartini in South Jakarta, Semanggi Expo in South Jakarta, Jakarta will go one of the touristry finish for MICE ( Meeting, Incentive, Convention, and Exhibition ) concern. ( Sarya, 2011, p.16 ) Table 1. : The statistic of figure of international tourer reaching through gate Airport Year 2008 2009 2010 2011 Soekarno Hatta, 1,464,717 1,390,440 1,823,636 1,933,022 Ngurah Rai, 2,081,786 2,384,819 2,546,023 2,788,706 Polonia, 130,211 148,193 162,410 192,650 Sam Ratulangi 21,795 29,715 20,220 20,074 Batam 1,061,390 951,384 1,007,446 1,161,581 Juanda, Surabaya 156,726 158,076 168,888 185,815 Adi Sumarmo 19,022 16,489 22,350 23,830 Minangkabau, 40,911 51,002 27,482 30,585 Others 1,257,939 1,193,612 1,224,489 1,311,468 Sum 6,234,497 6,323,730 7,002,944 7,647,731 Beginning: Biro Pusat Statistik, 2012 Table 1.1 shows that the international tourers who arrived through Jakarta s International Airport viz. Soekarno Hatta, have increased twelvemonth to twelvemonth which in 2011, it reached about 1.9 million. The entire international tourers who came to Indonesia in 2011 have about reached the mark of the Culture and Tourism Minister to pull 7.7 million foreign tourers. Hotel Industry For some large states like Jakarta, which has many concern activities, hotel becomes one of the most productive income-producing belongingss ( Internal information Colliers International Indonesia, 2012 ) . There are four benefits from hotel industry for a state ( Medlik A ; Ingram, 2000, p.4 ) , which are, In some countries, hotel as an attractive force of visitant who bring passing power and who tend to pass more money than they do when they are at place. This visitant disbursement power frequently gives large part to the economic system gross of a state. In Jakarta, hotel, trade and eating house sector is one of top three sectors which give a biggest part in GDP for largely old ages. From period 2009-2011, hotel, trade and eating house sector has contributed 20 % for DKI Jakarta s GDP ( Gross Domestic Product ) . ( BPS, 2009 2011 ) In countries which having foreign visitants, hotels play large functions as alien currency earners which can give large part to their state s balance of payments. For states which have little possibilities of export may take hotels as their alien currency earners. Hotels can supply many occupation chances that this function is of import for countries which have little figure of beginnings of employment, where they contribute to regional development. Hotel can move as a medium to promo the merchandises of other industries. Largely hotel are supplied with nutrient, drink and other consumables which purchased from local husbandmans, fishermen and other providers. Using local merchandises in their services makes this hotel non merely can lend straight to their economic system gross to state as a alien currency earners but besides indirectly as an mercantile establishment to advance other local industries. Hotels may go societal activity Centres for local people and frequently their eating houses and other installations can pull local usage. The positive macroeconomic growing encourages the positive growing of hotel supply in Jakarta, as a respond from hotel groups for the positive growing of room demand. Some hotel groups expand their hotel concatenation by increasing their figure of hotel, such as Tauzia ( local concatenation ) which its hotel direction will develop 23 hotels until 2012, consist of 15 units Harris Hotel and 8 units of Pop Harris. Next, there is the Accor group ( international concatenation based on France and the largest operator of hotels in Asia Pacific ) program to spread out their web across Indonesia from 40 hotels in 2011 to 100 hotels by 2015. PT Surya Semesta Internusa Tbk ( SSIA ) , who own and manages the 5-star Gran Melia Hotel Jakarta and Melia Hotel Bali, plans to spread out its gross in the cordial reception market by developing a budget hotel web in 2012. The increasing figure of hotel for a budget hotel to a five stars hotel for period 2000 2011 are shown on the Figure 1.2, ( from the period 2012 2015 are projection figure ) , Beginning: Adopted from informations internal Colliers International Indonesia, 2012 Figure1. : The hotel supply in Jakarta by figure of hotel from period 2000-2015 Beginning: Adopted from informations internal Colliers International Indonesia, 2012 Figure1. : The hotel supply in Jakarta by figure of room from period 2000-2015 Based on the Figure 1.2, the supply of hotel since 2000-2011 are dominated by 5-star hotel and 4-star hotel, whereas until 2011 there were already 37 five-star hotel and 35 four-star hotel in Jakarta. These hotel groups which play in Jakarta hotel market consist of international and local trade names. Some of international trade names in Indonesia which the author would wish to advert are Holiday Inn, Sheraton, Four Seasons, Kempinksi, InterContinental, Hilton International, Ritz-Carlton and Mandarin Oriental. While the local trade names besides sharply work to construct their ain concatenation, from Santika, Mulia and Sultan to the Sahid Group and many others. The Emerging of Budget Hotel in Jakarta The construct of Budget Hotel in Jakarta began to emerge in 2006, initiated by the Accor Group, France with the Hotel Formule1, which plans to construct four other subdivision of this hotel in Bali, Semarang, Yogyakarta and Jakarta. Then followed by Santika Group with their Amaris Hotel that until 2012 holding 22 Amaris hotel and planning to spread out the concatenation by adding another 13 Amaris Hotel. Basically the key participants in budget hotel market are hotel groups who already have established their star hotel ironss, and because they can see the possible market and demand of budget hotel, they add one line in their concatenation for budget hotel. Some of the hotel groups are shown in Table 1. : Hotel groups and their trade name on star and budget hotel. Table 1. : Hotel groups and their trade name on star and budget hotel Hotel Group Star Hotel Brand Budget Hotel Brand Aston International Aston Hotel ( 3 Star ) Fave Hotel Accor Group Grand Mercure ( 4 star ) Novotel ( 4 star ) Pullman Hotel ( 5 star ) Ibis Budget Hotel ( antecedently Formule 1 ) Grahawita Santika Santika Premiere ( 4 Star ) Santika Hotel ( 3 Star ) Amaris Hotel Tauzia Hotel Management Harris Hotel ( 4 Star ) Pop Hotel PT Intiland Development Grand Whiz ( 3 Star ) Whiz Hotel Beginning: Adopted from informations internal Colliers International, 2012 Budget hotels are known for its low menu hotel ( Barrows A ; Powers, 2009, pp.273 ) , where invitees can see remaining at good quality hotel, with a low monetary value. The invitees pay merely for what they use. This will ensue in non merely cost efficiency for the costumier but besides for the investor. Based on Colliers International Indonesia information 2012, in twelvemonth 2011 there are merely 6 budget hotels in Jakarta, which are, Formule 1, Menteng by Accor Amaris Hotel, Panglima Polim by Santika Formule 1, Cikini by Accor Amaris Mangga Dua Square by Santika Amaris Soekarno Hatta, Cengkareng by Santika Amaris Senen by Santika In the Figure 1.3 shows the entire figure of budget hotel in Jakarta since emerged in 2006 to 2012. Beginning: Adopted from informations internal Colliers International Indonesia, 2012 Figure1. : The figure of budget hotel in Jakarta from period 2006-2012 The Segment of Budget Hotel The chief section of budget hotel in Jakarta is concern traveler. The high demand of concern activities in Jakarta, which require low monetary value adjustment with limited service, has encouraged budget hotel as a chief penchant for company in taking their concern adjustment. In add-on, there is a displacement work system among corporation when they will make enlargement into a new country. In the epoch of the 1990s, to supervise or guarantee the possible for concern in country which freshly initiated, the company normally sends a direct top direction ( Hari et al. , June 2011, p.44 ) . Since 2000 s, with the bettering economic system and quality of human resources, the corporation began to depute the undertaking at in-between direction degree ( Hari et al. , June 2011, p.44 ) . In add-on, by deputing undertakings to the degree of direction, the costs will be cheaper than directing the top direction. Those alterations of form, so impact the travel concern in Indonesia, from the outgrowth of low cost bearer ( LCC ) to the mushrooming budget hotel ( limited service hotels ) which merely provide the basic demands of the invitees: the comfy suites for remainder. Basically the potency of concern traveller market in Jakarta is rather big, because of few grounds, which are: The betterment in all sectors and positive economic growing has large impact in the increasing of concern activity in Jakarta. In their concern activity, the concerns frequently do concern trip to out of town, even abroad. And as a cardinal authorities, trade, services and industry, Jakarta becomes one of the most finishs for concern travelers in Indonesia. Based on informations from Asia Pacific Business Traveller Research 2011 by Accor Group, the cost which spent for hotel adjustment for Indonesian concern traveler is $ 92/night ( 2011, p.11 ) , while the norm long stay is 2.08 twenty-four hours. ( BPS, 2011 ) As the entire concern traveler in Indonesia in 2011 is about 90 % of the entire domestic tourer in Indonesia ( Siahaan, 2012 ) , hence concern travelers will be around 6.84 million in a twelvemonth. Therefore from this sum of concern travelers, there is about $ 1.3trillion of the entire cost of the trip that flows into the hotel industry in 2011. Global fiscal crisis in 2008 had besides triggered the corporation to cut their concern travel budget. There are some schemes that they have done during 3 old ages after the crisis ( 2009-2011 ) . Based on Ascend Corporate Travel Survey 2012 , from 340 respondent of concern travelers who based 43 % Europe, 30 % North America and 17 % Asia Pacific, there is an increasing figure of company which planning to alter their pick of hotels to salvage money in 2011. Whereas this status was encouraged budget hotel as a penchant adjustment for company for concern trip The Industry of Budget Hotel in Jakarta What becomes interesting from budget hotel market in Jakarta is how the supply and demand of budget hotel is significantly increasing in the short period of clip. Many hotel groups or air hose groups expand their concern to put in budget hotel, by seeing the possible demand of this hotel. For case, AirAsia Group, an air hose company based on Malaysia, who became a innovator of supplying a budget air hose ( Low Cost Carrier, LLC ) , has besides interested to make budget hotel with trade name Tune Hotel. After first established in Malaysia in 2007, Tune Hotel has spread in 6 states, such as Malaysia, Indonesia, England, Thailand, Filipina and Australia. In 2009, they launched two Tune Hotel in Bali which is in Kuta and Seminyak and in 2013, they are be aftering to spread out 13 Tune Hotels in Indonesia which will be in Jakarta, Bekasi, Surabaya, Pekanbaru, Makassar, Sola, Palembang, Tangerang and Bali ( Kompas, 5th September 2012, p.19 ) In the Figure1. : The growing in footings of figure of suites from period 2000-2012 below shows that budget hotel s growing compared with 3, 4 and 5 star hotels in footings of figure of suites is lifting important since emerged in 2006. Beginning: Adopted from informations internal Colliers International Indonesia, 2012 Figure1. : The growing in footings of figure of suites from period 2000-2012 The important supply of budget hotel is a respond for important demand from the market. It can be seen from the tenancy rate of budget hotel which is rather good better than 3 5 star hotels. The Figure1. : The tenancy rate from 5-star hotel to budget hotel shows that merely two old ages after budget hotel has emerged to the market, its tenancy rate is extremely better than 3 5 star hotels, even 5-star hotel has the lowest tenancy rate from 2000-2011. Beginning: Adopted from informations internal Colliers International Indonesia, 2012 Figure1. : The tenancy rate from 5-star hotel to budget hotel The higher demand of budget hotel than 3, 4, 5 star hotels gives an thought that budget hotel likely has satisfied their client and could make their trueness clients who wants to make repetition purchases of their services. However, before making high client satisfaction degree and holding trueness clients, there are values that budget hotel should give to their client. How client value creative activity that budget hotel has done to their client and how this value creative activity impacts their client satisfaction and trueness that finally will increase their demand degree and how this client value creative activity impacts to the hotel profitableness that impact the supply degree will be a intent for this research. Problem Designation Due to the demand of budget hotel is higher than 3, 4, 5 star hotels, therefore there is a mark that likely budget hotel has satisfied their client that finally could make client trueness who wants to make repetition purchases of their services hotel. However, in order to fulfill their client and make client trueness, they should give values to their client. Therefore, the issue in this thesis is to analyze The Impact of Customer Value Creation on Budget Hotel towards Customer Satisfaction, Customer Loyalty and Hotel Profitability . There are four countries of research job, What value creative activity that budget hotel has done towards its clients? What is the client satisfaction degree of budget hotel as an impact of client value creative activity? What are the ruling values in act uponing client satisfaction which will take to make client trueness? How is the profitableness degree of budget hotel compared to 4 and 5 star hotel as an impact from client satisfaction and client trueness? Research Objective The chief intents of this research paper are: To place and explicate the client s value of budget hotel To place and explicate of client satisfaction of budget hotel as impacts of the client value creative activity To place and explicate the ruling value in act uponing client satisfaction degree of budget hotel, which will take to make client trueness To place and explicate the correlativity between client satisfaction and client trueness of budget hotel To analyse the profitableness degree of budget hotel compared with 4 and 5 star hotel as an impact from client satisfaction degree and client trueness Significant Research The survey is important because it provides information which will be helpful for the readers: The survey is important in understanding the client behaviour and needs better. The survey will turn to the issue of client value creative activity to better the client satisfaction to make client trueness. The survey may be utile for many interested parties, particularly: Budget hotel groups. They may utilize this research to back up sweetening of client satisfaction and relationship Students and internal parties of Swiss German University. This research can be used as a mention for lectors and other pupils to carry on farther research. The research worker. The consequence of this research can be used to enrich my cognition. Academicians. The consequence of this research can be used to make farther research in the same industry. Scope and Limitation of Thesis In order that the survey on this topic more focal point, and to acquire the benefit from the survey, therefore the survey limited to: The value creative activity by budget hotel in Jakarta towards its client The impact of client value creative activity on client satisfaction and trueness The impact of client satisfaction and trueness on profitableness degree of budget hotel compared with hotel industry.

Poverty across cultures Essay Example | Topics and Well Written Essays - 1500 words

Poverty across cultures - Essay Example The monitory need for the basic needs is what falls under the group. Bodily poverty refers to lack of physical health and access to health living condition. Mental poverty is the lack of thinking which affects the access to education and knowledge (Ravallion 368). Cultural poverty refers to the lack of coming together in a society leading to a disconnect between individuals in the society. Political poverty refers to the inability to understand the difference and how political systems work leading to neglect of rights such as the right to vote. The above descriptions illustrate the diverse understanding of poverty in the society (Ravallion 368). Despite the differences, all the definitions refer to lack of access to something that may make life better or easier. Poverty has been used in the society to define the inability to meet basic needs of the society with its effect being adverse in the society. Poverty affects the society at both individual and society levels. The inability to meet the basic needs may force individuals to turn to criminal activities, which in turn create insecurity which becomes as a social problem. Poverty and relationship development Poverty affects mental development, which in turn affects development and relationships. Many believe that poverty is all about money, but the thought is wrong because poverty is complex and covers a myriad of issues that affect personality and in turn affect the society. Under mental reasoning, poverty is defined as a chronic mind/body condition influenced and propagated by negative thinking. The situation is made worse if the situation involves other types of poverty affecting other spheres of health. Children brought up in poverty stricken family exhibit different character because of their brain adapt the suboptimal conditions. However, the brain changes every day allowing children from poverty stricken families succeed in life. From research carried out by Jerry, the cognitive development of children is affected by poverty. Children from poverty develop impaired exposure to critical enrichment factors. The situation is same in adulthood as witnessed in the story narrated by Gorge Orwell in the Down and out from Paris to London. The main character in the story argues that why should one waste sleep because of the murder? (Orwell 67). The statement illustrates the lack of societal values in the society. The main focus of the whole incident is on how sleep is valuable than the murder witnessed. Such reasoning indicates the effect of poverty in the development of values in life. Amazing comment of the narrator is on being back to sleep within three minutes. The generalization to justify the action by stating that they are working people, and there is no need to waste sleep on such issue is a consolation argument. The development of relationship with the society is evident by how the narrator reacts on the witnessed murder case (Orwell 234). Poverty affects the values of the individu al by influencing the values esteemed. These values affect personal relationship development. According to Jerry, parent from poverty use different vocabulary every day, but the number and complexity of the vocabulary used are few and less complicated compared to families with greater income. The success of the argument can be supported by the level of vocabulary used by the narrator in describing situations encountered in life. The effect of pover

Information security management framework Research Paper - 2

Information security management framework - Research Paper Example In regards to the security of information and networks, policies typically cover a single aspect such as the acceptable utilization of computing facilities in a learning institution (Singh, 2007). On the other hand, standards are thorough and comprehensive statements of the aspects that members of an organization are supposed to participate in in order to abide by the set policies. They may exist in the form of requirements specific to systems or procedures, which are supposed to be adhered to by everyone. For instance, the employees may wish to use their personal mobile devices in the workplace; in this case, the standards set for the connection of the mobile devices to the network run by the organization must be adhered to precisely (Laet & Schauwers, 2005). Additionally, guidelines are literally groups of system or procedural specific recommendations that govern nest practices but are not must-follow controls. Nevertheless, reference to standards and guidelines is seen as an efficient and effective aspect of a good security policy. All the documents listed have varying target audiences in a company and thus they are not supposed to be combined into a single document. Rathe r, there should be a number of documents, which will collectively develop the concept of an information security policy framework thereby making the security policy the most important document

Tuberculosis (TB) in Prisons and Immigration Removal Centres

Tuberculosis (TB) in Prisons and Immigration Removal Centres An evidence-based partnership approach to tackling Tuberculosis in Prisons and Immigration Removal Centres in London Abstract Background The World Health Organization (WHO) have declared TB as a global emergency with 8.6 million cases of active TB and 1.3 million deaths. The incidence of TB in the UK remains high compared to most other Western European countries, with 8,751 cases reported in 2012, an incidence of 13.9 per 100,000 population. London accounts for the highest proportion of cases in the UK (39%) and the highest rate of disease (41.8 cases per 100,000). Left untreated, one person with pulmonary TB may infect around 10–15 people every year. People in prison and IRCs represent a population who are at particular risk. National estimates for TB prevalence in the prison population are 208 per 100,000 and amongst Londons 10,000 or so prison population we would expect 20 cases, but we are seeing more than double. The cost of treating ‘normal’ TB is around  £5000 and is much greater for more socially complex cases (estimated at  £50,000– £70,000). There is considerable variation in the delivery of some aspects of TB services. A co-ordinated national TB strategy is required to support locally designed and implemented services, and monitor achievements against national standards. This paper presents findings from a partnership between NHS England, PHE and NOMS to tackle TB across its prison population in the overall approach to the overall TB strategy in London. Aims/objectives To establish whether national NICE guidance for TB in prisons and immigration removal centres is being met. Methods Target population included all 9 prisons and 3 IRCs for which NHS England (London region) are responsible. Methods used: 1) An organisational clinical audit during January 2014 using the NICE baseline assessment tool; 2) Stakeholder engagement through a steering group and a wider reference group. Results Effective stakeholder engagement contributed to a 100% completion rate. All establishments had referral pathways in place and a named contact within the local Multidisciplinary TB team and the local Public Health England health protection team. 2/12 establishments did not screen for TB within 48 hours of arrival. 3/12 did not have a local TB policy. 2/12 did not have a named TB lead. None of the DH funded x ray machines were being used in line with NICE recommendations. Latent TB was not being diagnosed or managed. Conclusions Active and systematic case finding is needed within a prison and IRC setting as well as more rigorous and standardised contingency and follow up care plans after release (or transfer). Introduction The World Health Organization (WHO) have declared TB as a global emergency with 8.6 million people with TB and 1.3 million deaths due to TB (World Health Organisation, 2013). The six point Stop TB Strategy (World Health Organisation, Europe, 2013b) explicitly addresses the key challenges facing TB with the goal to dramatically reduce the global burden of TB by 2015 by ensuring all TB patients benefit from universal access to high-quality diagnosis and patient-centred treatment. However, there have been challenges in developing and implementing program-wide interventions in both high income(Migliori, Sotgiu, Blasi, et al., 2011) as well as middle and low income countries(Cobelens, van Kampen, Ochodo, et al., 2012). England and Wales have responded to the need to tackle TB where the NHS and the Department of Health have developed a national Action Plan for ‘Stopping Tuberculosis in England’(Department of Health, 2004). NICE have also developed a set of National guidance fo r the identification and management of TB across a number of settings(NICE public health guidance, 2011) which highlights the need for a multi-agency approach. There has been little evidence evaluating the implementation of these guidance. What is TB? TB is caused by Mycobacterium tuberculosis, which spreads in airborne droplets when people with the disease cough or sneeze. Most people infected with M. tuberculosis never become ill as their immune system contains the infection. However, the bacteria remain dormant (latent) within the body, and a latent TB infection can cause active disease many years after the initial infection if immunity declines. The symptoms of TB include a persistent cough, weight loss, and night sweats. The BCG vaccine (Bacillus Calmette-Guà ©rin vaccine) protects against TB and it was thought possible to wipe out TB through a vaccination programme. The BCG vaccine is made from a weakened form of a bacterium closely related to human TB. Because the bacterium is weak, the vaccine does not cause any disease but it still triggers the immune system to protect against the disease, giving good immunity to people who receive it. In the past, the BCG vaccination programme was delivered to all teenagers in the UK but as TB is a difficult disease to catch because it requires prolonged exposure to an infected person, it was changed so that now only people inat-risk groups are given the vaccination. The vaccine is 70-80% effective against the most severe forms of TB, such as TB meningitis in children but It is less effective in preventing respiratory disease, which is the more common form in adults(Trunz, Fine Dye, 2006). Even with the high coverage now achieved, BCG is unlikely to have any s ubstantial effect on transmission. Risk factors that seem to be of importance at the population level include poor living and working conditions associated with high risk of TB transmission, and factors that impair the hosts defence against TB infection and disease, such as HIV infection, malnutrition, smoking, diabetes, alcohol abuse, and indoor air pollution. Preventive interventions may target these factors directly or via their underlying social determinants. The identification of risk groups also helps to target strategies for early detection of people in need of TB treatment(Là ¶nnroth, Jaramillo, Williams, et al., 2009). How common is TB in the UK? It has been difficult to eradicate TB both globally and in the UK. Vaccination programs and improvements in housing, nutrition and access to treatment have been largely the reason for a global decrease in TB. However, TB is still rife in less developed countries where poor conditions are still present. Several strains of TB bacteria have developed a resistance to one or more anti-TB medications, making them much harder to treat. Theglobal epidemic of HIV that began in the 1980s has also led to a corresponding epidemic of TB cases. This is because HIV weakens a persons immune system, making them more likely to develop a TB infection. The rapid growth of international travel has allowed people to travel widely and this has helped to spread of the disease. Although the rates of TB have stabilised in the UK over the past seven years, following the increase in the incidence from 1990 to 2005, the incidence of TB in the UK remains high compared to most other Western European countries(Hayward, Darton, Van-Tam, et al., 2003). There were 8,751 cases reported in 2012, an incidence of 13.9 per 100,000 population (Health Protection Agency, 2013b). The majority of TB cases (73%) occurred among people born in high-incidence countries and are generally concentrated to large urban areas with a high proportion of people born outside the UK where the rate of TB among the non UK-born population is almost 20 times the rate in the UK-born (Health Protection Agency, 2013b). London accounts for the highest proportion of cases in the UK (39%) and the highest rate of disease (41.8 cases per 100,000), followed by the West Midlands (12%; 19.3 cases per 100,000). Left untreated, one person with pulmonary TB may infect around 10–15 people every year (Department of Health, 2004). TB in prisons It is important to identify settings where the risk of TB transmission is particularly high. Groups at risk not only include people born in high prevalence areas (e.g. sub-Saharan Africa, South East Asia, Eastern Europe), but also people with reduced immunity (e.g. HIV, diabetes, renal failure), those with alcohol or drug problems and people who are homeless or living in overcrowded conditions (Story, Murad, Roberts, et al., 2007). These risk factors are over represented in prison populations with high levels of social and health needs. A systematic review on the incidence of TB in prisons globally (largely in the USA), showed that TB was about 26x higher than in the general population(Baussano, Williams, Nunn, et al., 2010). In the London prison population, the incidence of TB has been estimated at about 208 per100,000 (Story, Murad, Roberts, et al., 2007). Figure 1: Incidence of TB in different locations and settings[A1] Across the London prison and IRC estate, prisons are at or very close of operational capacity (ranging from 72% 103%) and with the high churn rate which increases the risk of TB transmission and poses significant challenges for TB identification and management (see Table 1). In addition, a significant proportion of the prison population are of a foreign nationality (up to 44% in one prison) and on average, just over one quarter (27%) of the prison population are foreign nationals. The majority of the prison and IRC population are under the age of 39 years old, representing another TB risk factor. Table 1: Summary of Prison Establishments Individuals at high risk for TB are typically unwilling or unable to seek and comply with medical care, and are therefore hard to reach. Individuals at high risk are also more likely to be diagnosed at a late stage of the disease and are less likely to adhere to treatment(Health Protection Agency, 2013b). In prison and IRC settings, overcrowding, late detection, barriers to adequate treatment, and poor implementation of infection control measures might also increase the TB transmission rate and improving prison conditions is a priority for any programme to control TB and reduce its spread back into the community (Levy, Reyes Coninx, 1999). TB has been identified as a key health concern where the need for greater TB control in the prison setting was highlighted in the Chief Medical Officer’s (CMO) action plan for England (Department of Health, 2004). The Department of Health (DH) announced that they were to fund the installation of static Digital X-Ray (DXR) machines in large local prisons receiving people from areas with a high prevalence of TB. This led to the installation of DXR machines in 5 London prisons (and 3 out of London). All participating prisons had their machines signed off and handed over by March 2012 but due to changes in commissioners and providers during the lifetime of the project, the impact of the programme to date has been variable. More recently, the new national partnership agreement(Anon, n.d.) just signed between Public Health England (PHE), NHS England (NHSE) and the National Offender Management Service (NOMS) also draws particular focus and commitment to the epidemiology of TB in pris ons, particularly in those that have access to DXR machines. The agreement sets a priority for this year (2013-14) as: â€Å"Priority 11: Improving the detection and management of TB among prisoners at or near reception.† The commitment in the partnership agreement is to ensure that by April 2014, NHSE, NOMS and PHE will ensure that all fixed digital X-ray machines are fully operational and being used as part of an active care pathway in those prisons where they are currently installed. TB in IRCs Robust data relating to TB in IRCs is not routinely collected or available so there are no estimates of the incidence of TB in these settings. However, a sample of detainees in a single IRC within Southern England identified prevalence rates of 3% for TB (McLaren, Baugh, Plugge, et al., 2013) which is considerably higher than those found among the migrant population in England (Health Protection Agency, 2013b). Detainees at Harmondsworth and Colnbrook are men mostly aged 20-40 (see Table 1) and from disadvantaged areas of the world where TB is still rife. The average length of stay is around 2 weeks; although some have been detained for over 1 year. Guidance for best practice NICE have developed national guidance on the ‘Clinical diagnosis and management of tuberculosis, and measures for its prevention and control(NICE public health guidance, 2011), as well as more specific guidelines for identifying and managing TB among hard to reach groups (NICE public health guidance, 2012). This guidance, consistent with World Health Guidance(World Health Organisation, Europe, 2013a), aims to improve the way tuberculosis (TB) among hard-to-reach groups is identified and managed and makes specific reference to using prison and IRC settings to target these groups. NICE recommend that early identification and effective treatment of active TB provides the best outcomes, reduces onward transmission and reduces the development of drug-resistant forms of the disease. The identification and management of latent TB infection is also highlighted. The NICE guidance is based on the evidence resulting from four large systematic reviews(NICE, 2012a, 2012b, 2012c, 2012d) which informed the key recommendations relating to TB in prisons and IRCs. These include the best ways to identify TB, manage TB, organisational factors and identifying and managing latent TB. Identifying TB There are several approaches to identify latent and/or active TB in different populations. The Mantoux test is a widely used test for latent TB. It involves injecting a substance called PPD tuberculin into the skin and those that are sensitive to PPD tuberculin will develop a hard red bump at the site of the injection, usually within 48 to 72 hours of having the test. This is indicative of a latent TB. A very strong skin reaction may require a chest X-ray to confirm if this is an active TB infection(NHS Choices, 2013). The interferon gamma release assay (IGRA) is a newer type of blood test for TB that is becoming more widely available and can also help diagnosis latent TB. It can be used after a positive Mantoux test or as part of a screening or health check process. An active TB infection is usually diagnosed from a chest X-ray and samples of mucus and phlegm which are checked under a microscope for the presence of TB bacteria. A CT scan, MRI and/or biopsy will also be taken if an extra-pulmonary TB is suspected. A lack of information and awareness about TB services has been highlighted as a barrier to successful identification of TB (Brent Refugee Forum, 2007). Studies have highlighted that members of hard-to-reach groups frequently report incomplete or inaccurate information about the cause and transmission of TB with misconceptions included dirty or wet environment, sharing of domestic objects, and punishment from God (Brent Refugee Forum, 2007). Smoking(Brent Refugee Forum, 2007; Brewin, Jones, Kelly, et al., 2006; Gerrish, Ismail Naisby, 2010), poor diet and malnutrition(Brewin, Jones, Kelly, et al., 2006; Gerrish, Ismail Naisby, 2010), poverty (Brewin, Jones, Kelly, et al., 2006) however, were correctly perceived to affect susceptibility to TB. The fear of medical services as well as anxiety around the associations of TB with death have also been highlighted as barriers to diagnosing TB in high risk groups (Gerrish, Ismail Naisby, 2010; Marais, 2007; Brent Refugee Forum, 2007). Stigma is also highlighted as a major issue when diagnosing and screening for TB. Most studies with hard to reach groups describe a sense of shame and forced or voluntary isolation resulting from a TB diagnosis, although stigma was expressed differently in different groups. Homeless participants in London reported that being diagnosed with TB was embarrassing and rarely discussed among the homeless community because of the stigma attached to TB in this population(Whoolery, 2008). TB patients often face dual stigma—from their own communities and their wider communities. Most studies looking at the barriers to identifying TB have been conducted in immigrant groups in community settings and there is a lack of research into the barriers to identifying TB in prison or IRC populations. In addition, there are limited studies that focus on how to improve these passive case detection approaches or contact tracing approaches. With the difficulties in identifying TB in these hard to reach groups, researchers have sought to evaluate the effectiveness of active screening for TB rather than a passive approach where it is up to the individual to make contact with health services. Active screening has been found to be an effective and cost-effective strategy in immigrants and new entrants (Laifer, Widmer, Simcock, et al., 2007; Monney Zellweger, 2005; Verver, Bwire Borgdorff, 2001), homeless and intravenous drug users(Watson, Abubaker, Story, et al., 2007) in identifying active TB cases are an early stage. In particular, the â€Å"FindTreat† service, which is a Department of Health-funded initiative, aims to strengthen tuberculosis (TB) control among hard-to-reach populations through active case finding using a mobile X-ray unit (MXU)(Jit, Stagg, Aldridge, et al., 2011). In addition, the FindTreat service follows up closely those on treatment and provides support in completing treatment. Although the s ervice used to screen a large number of prisoners, it had mostly stopped since the introduction of DXR machines in prisons for active case finding in new inmates. On average, each year the find and treat service identified 16 people with TB in the hard-to-reach population, who may not have been identified and treated and also managed and supports the treatment for a further 100 or more cases. Despite these studies, there is limited direct evidence for the best methods for screening for TB in prisons(NICE, 2012b). Puisis et al conducted an innovative program of high speed radiographic screening for pulmonary tuberculosis (TB) at a large American correctional facility. The case finding rate for active disease with radiographic screening was approximately double the rate previously achieved with Mantoux skin testing. (Puisis, Feinglass, Lidow, et al., 1996). However, the findings are unclear how much of the difference in prevalence is caused by the different screening strategies and how much reflects different baseline disease prevalence. Another retrospective cohort study, compared the potential impact of limiting screening with mobile X-ray units to prisoners in the UK with symptoms of TB, compared with universal screening regardless of symptoms. Restricting screening just to prisoners with any of the five symptoms would have missed 36.7% of TB cases and more cases of TB would have been missed if screening was limited to a smaller range of symptoms. (S Yates; A Story; AC Hayward, 2009). The st udy is limited because although these symptoms may have been present at the time of screening, it is not known if professionals would have screened for TB based on these symptoms in real practice. Mobile X-ray unit (MXU) screening in those that are homeless, drug users or in prison have also been found to reduce diagnostic delay compared with passive case-detection and cases were less likely to be contagious on diagnosis compared with passive case-detection (Watson, Abubaker, Story, et al., 2007). However, the main limitation of this study is that results for different sub-populations were not reported separately, so it remains unclear whether any one hard-to-reach group benefited significantly from mobile x-ray screening. Chest X-ray screening has also been shown to be more cost-effective than the Mantoux test in immigrants and in prisoners(Jones Schaffner, 2001). However, the start-up costs of implementing the miniature chest radiograph screening were not taken into account. Cons idering the technology and training necessary to implement such a tool in a prison setting, this information could have had an effect on the costs. Active screening seems to increase identification of latent and active TB infection across hard-to-reach groups who are at high risk of infection, compared with passive case-detection, and leads to earlier diagnosis and reduced infective periods in those with active TB. Although the effectiveness and cost effectiveness of mobile X-ray screening is limited in prisons settings, NICE recommend that in prisons housing populations from high incidence areas and where the start-up costs had been largely funded by the DH, it was judged that X-ray screening would be cost effective. For other prisons, initial, symptom-based screening was adequate(NICE public health guidance, 2012). Managing and treating active TB Although TBcan be a very serious disease, it is possible to make a full recovery from most forms of TB with treatment. TB can usually be cured by taking several powerful antibiotics daily for several months. However, the emergence of antibiotic-resistant bacterial strains and the poor adherence to treatment has kept TB high up on the international health agenda with WHO declaring a crisis of multidrug resistant TB (World Health Organisation, 2013). The Health Protection Agency has found that only 79% of people with TB in the UK completed treatment which is below the World Health Organisation target of 85% (Health Protection Agency, 2013c). The mix of drug regimes, treatment isolation and length of time of treatment presents a number of challenges to ensure patients adhere to treatment regimes. Adherence can be particularly difficult in those with multiple needs, e.g. homeless and seeking substance abuse treatment (Whoolery, 2008). Directly Observed Therapy Short course (DOTS) is one method used to increase adherence to TB treatment. DOT is not just the direct supervision of therapy but also considers distinct elements of political commitment; microscopy services; drug supplies; surveillance and monitoring systems and use of highly efficacious regimens (World Health Organisation, Europe, 2013b). It can be difficult to evaluate the effectiveness of DOTS as a complete strategy to increase adherence and the focus of studies have evaluated the direct supervision of therapy. For example, significantly more people adhered to more than six months of treatment when they received DOT in substance misuse(Alwood, Keruly, Moore-Rice, et al., 1994) and in foreign born individuals (MacIntyre, Goebel, Brown, et al., 2003). However, there have been limited studies into prison populations with some suggestions of improved adherence with DOT(Rodrigo, Caylà  , Garcà ­a de Olalla, et al., 2002) and other findings showing no sign ificant differences (Dà ¨ruaz Zellweger, 2004). The effectiveness of DOT across prison and IRC populations still remains unclear. The views of treatment and management of TB can be particularly important when considering adherence. For example, the views on traditional and modern medicine can also vary between different groups which can impact the management of TB. The Brent Refugees Forum reported that Somalis in the UK reported a preference to try traditional medicine as a first choice (Brent Refugee Forum, 2007) whereas Somalis in New Zealand would prefer modern medicine first in response to their experiences of TB related deaths in their home country(van der Oest, Chenhall, Hood, et al., 2005). Some groups preferred approaches to treatment that included both traditional and modern medicines(NICE, 2012a). Talking to the patient to find out their preferences can help patients to make decisions about their treatment based on an understanding of the likely benefits and risks rather than on misconceptions (Nunes V, Neilson J, O’Flynn N, Calvert, N, Kuntze S, Smit, hson H, Benson J,, et al., 2009). Very li ttle is known of the impact of TB treatment on jobs, family and children (NICE, 2012a) and in particular, the psychological impact of isolation. TB treatment should be provided on a voluntary basis and the WHO highlight the importance of â€Å"engaging with patients as partners in the treatment process and respecting their autonomy and privacy† (World Health Organisation, 2013). This can be a particularly important issue when concerned with isolating an individual with a suspected or confirmed case of TB, which should be undertaken on a voluntary basis and involuntary isolation should only be used as a last resort. Few studies have explored the potential benefits that patients may experience when seeking TB treatment. A small number of homeless participants reported that TB treatment helped make further lifestyle changes that improved their health in general. For example, improved living conditions and regaining relationships with family (Whoolery, 2008). Another study reported that immigrants reported a ‘social responsibility’ to seek TB treatment although this was anxiety provoking (Brewin, Jones, Kelly, et al., 2006). Evidence suggests that discussing with the patient why they might benefit from the treatment can improve patient engagement and adherence(Nunes V, Neilson J, O’Flynn N, Calvert, N, Kuntze S, Smit, hson H, Benson J,, et al., 2009). Organisational factors Delays in identifying and successfully managing TB can be the result of individual and service provider factors. The provisions used to deliver care and support can determine how services should be structured to manage people with TB in hard-to-reach groups. These organisational factors can include the settings used to identify and manage TB as well as the type and needs of the healthcare worker. A lack of specialist services and coordination of care can be a major difficulty in TB service provision, since most GPs see few cases of TB a year (Belling, McLaren, Boudioni, et al., 2012; Gerrish, Ismail Naisby, 2010). The complex social and clinical interactions surrounding a patient with TB can be a challenge to participation and adherence and there is a need for TB link workers to facilitate coordination of services (Brent Refugee Forum, 2007; Belling, McLaren, Boudioni, et al., 2012). Healthcare workers may find it challenging to meet the complex care needs of hard-to-reach groups with TB, especially where there are cultural and language barriers that make it difficult to interpret symptoms and explain about the disease and its treatment (Moro, Resi, Lelli, et al., 2005). In addition, service providers can also be afraid of the consequences of contracting TB, including becoming stigmatised. Non clinical healthcare workers may also have limited knowledge about TB, the need for screening and the implications of a positive test result (Joseph, Shrestha-Kuwahara, Lowry, et al., 2004). There is considerable variation in the delivery of some aspects of TB services and more research is needed in the UK on the effectiveness and cost-effectiveness of different service structures to manage TB(NICE, 2012d). In addition to the NICE national guidance, Public Health England have produced London specific guidelines on the management of TB in prisons (Health Protection Agency, 2013a) based on pilot work across a number of London prisons. This guidance aims to minimise the risk of transmission of TB within the prison environment through efficient systems to detect ca

Bacteria :: Science Chemistry Biology Experiment Essays

Bacteria Bacteria are the most common and ancient microorganisms on earth. Most bacteria are microscopic, measuring 1 micron in length. However, colonies of bacteria grown in a laboratory petri dish can be seen with the unaided eye. There are many divisions and classifications of bacteria that assist in identifying them. The first two types of bacteria are archaebacteria and eubacteria. Both groups have common ancestors dating to more than 3 billion years ago. Archaebacteria live in environments where, because of the high temperature, no other life can grow. These environments include hot springs and areas of volcanic activity. They contain lipids but lack certain chemicals in their cell wall. Eubacteria are all other bacteria. Most of them are phototrophic, i.e. they use the sun's energy as food through the process of photosynthesis. Another classification of bacteria is according to their need of oxygen to live. Those who do require oxygen to live are considered aerobes. The bacteria who don't use oxygen to live are known as anaerobes. The shape of specific bacteria provides for the next step in the identification process. Spherical bacteria are called cocci; the bacteria that have a rodlike shape are known as bacilli; corkscrew shaped bacteria are spirilla; and filamentous is the term for bacteria with a threadlike appearance. Hans Christian Joachim Gram, a Danish microbiologist, developed a method for distinguishing bacteria by their different reaction to a stain. The process of applying Gram's stain is as follows: the bacteria are stained with a violet dye and treated with Gram's solution (1 part iodine, 2 parts potassium iodide, and 300 parts water). Ethyl alcohol is then applied to the medium; the bacteria will either preserve the blue color of the original dye or they will obtain a red hue. The blue colored bacteria are gram-positive; the red bacteria are identified as gram-negative. Bacteria contain DNA (deoxyribonucleic acid) just like all cells. However, in bacteria the DNA is arranged in a circular fashion rather than in strands. Bacteria also contain ribosomes which, like in eukaryotic cells, provide for protein synthesis. In order for a bacterium to attach itself to a surface, it requires the aid of pili, or hairlike growths. Bacteria, just like sperm cells, have flagella which assist in movement. But, sperm cells only have one flagellum, whereas bacteria contain flagella at several locations throughout their body surface.