Marketing Research on Tea Industry in India

MARKET RESEARCH ON MAJOR TEA BRANDS IN INDIA Siddhartha Lodha PG-A History of Packed Tea in India The history of tea dates back to 750-500 BC. Researchers have found that the cultivation and consumption of tea has been taking place since more than a thousand years. However, commercial consumption of tea started with the British rule. It has now become a part of the Indian culture. Tea laid it’s foundation in India at the turn of the 20th century, when the major emphasis was on the exports of Tea.Earliest reference to a domestic market came from MacKay of Brooke Bond. Equipped with capital and premises, Mackay settled down to serious business. Mackay clearly identified his objectives as to pick up teas suitable for Brooke Bond blends at home, rather than getting them at London and to create and make profitable, a packet and blended tea trade in India and generally in the East. In the early 20th Century, much of India was orthodox and all foreign habits were considered alien and against Indian ethos and culture.In fact, later, when tea was officially promoted by the Tea Market Expansion Board, strong religious pressure groups launched antitea campaigns against tea drinking. The domestic market was very small and hardly able to sustain. Packing material, mainly caddies and cardboard cartons, were imported the UK and the tea was floor-blended and hand-packed. Sales totalled around 17,000 lbs. and the whole operation produced a loss without inclusion of overheads and other costs.It therefore needed a great commitment to persevere this kind of a venture. Backed by the promotion and propaganda efforts of the Tea Market Expansion Board that became the Indian Tea Board through the pioneering efforts of Brooke Bond (more about this later), a strong demand was created for tea as a beverage and the Indian masses avidly took to tea. However, much of the fallout of this phenomenon went to loose teas because of the price factor, so we see a strange development in the p acket teas trade in India.In the early years, i. e. the first three decades of the century, the trade was predominantly in the hands of foreign companies and the incipient demand was centered on a small segment, introduced to tea through the Western industrial civilization. The early brand names were based on colors — Red label, Violet label, Green label. The first sale record in India was in April 1903 and the entry reads: Red Label †¦ 720 lbs. Violet Label †¦ 300 lbs. Green Label †¦180 lbs. The fact that Brooke Bond Red Label recorded 720 lbs. as a very auspicious augury for this famous brand, which attained dizzy heights in later years to become the largest selling brand in the world. The early entrepreneurs of packet tea marketing realised that if the trade had to expand, the purchase price of the tea had to be more affordable for their Indian consumer and the tea had to be better presented. In India however, the main consideration was price, one that the l ower economic section of the Indians could afford.When the brands were first launched in the first decade of the century, the cost of the tea in the packet was roughly 60% of the total price. Despite this, prices were considered high. But the demand had been created and was snowballing — opening the floodgates to loose teas, which were at least 20% cheaper than the corresponding tea in packets. Opinions on the worth and prospects of the internal business seemed gloomy. One opinion was that â€Å"Indians can never become tea-minded†.This was based on the English custom of brewing tea in pots, using a long leaf — a leisurely and luxurious habit. It is interesting to note that very early in the century, the marketers of packet tea recognised that if tea had to be made popular among Indians, it had to be presented differently, keeping in mind the Indian cooking habit of boiling. So dust tea was born. ‘Kora’ was the first brand to be introduced by Brooke Bond in paper form packets. The real expansion of the packet business in India came in the early l920s, with the introduction of the direct selling system by Brooke Bond.As was said earlier, the distribution was left in the hands of distributors and stockists who could do a maintenance job but could not do anything to create demand. The depot system or direct selling system helped in introducing tea to the vast population of India but it meant a heavy investment in marketing in the earlier years. It helped in establishing a two-way communication between the salesman and retailer and cemented a personal relationship between them. For a product like tea, where freshness was an important factor, it helped in ensuring stock rotation.Under this system, the companies like Brooke Bond and Lipton, who followed suit through their own personnel, called on all retail outlets on a regular basis and supplied tea on a cash-on-delivery basis. There was no need for the retailer to carry any large inventory, as the calls were on a weekly basis. The system backed by the effective propaganda by the Tea Board really sparked off a consumption explosion, taking India to the position of the largest tea-drinking nation in the world. Today tea has become established as a food habit in all socio-economic sections.In India, tea is an essential item of domestic consumption and is the mostly consumed beverage. Further, tea is the cheapest beverage amongst all the beverages that are available in India and it is very popular amongst all sections of India society. The Indian tea industry engages around 20 lakh of workers, directly and they mainly represents the under privileged sections of the India society. The Tea Business in India registered a total turnover of Rs. 10,000 crore in the previous year. Top Tea Brands in IndiaBrooke Bond has touched millions of consumers with a range of tea offerings appealing to the diversity of their tastes. It has the strongest foothold amongst any of the tea brands in India and touches the homes of over 500 million consumers. The values and personality of the master brand Brooke Bond reflect a warm, sociable, approachable, perceptive and dependable entity. Brooke Bond is the tea expert that selects the best at every stage – from the garden to the cup. The brand, therefore, is seen to offer the appropriate teas for all tea moments in the consumers' lives.Brooke Bond offers a strong portfolio of four sub-brands namely, Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond Taaza & Brooke Bond 3 Roses. The range offers a full variety of benefits as well as price points to cater to diverse sections of society. For over 4 decades, Taj Mahal has been the gold standard of tea in India. It has been a pioneer of innovations in the Indian tea market First Premium Tea Brand First to introduce tea bags First to usher in new formats and concept, like instant tea – Dessert Tea Brand ambassadors personify the true essence of Taj Mahal (Ustaad Zakir Hussain, Saif Ali Khan)Red Label contains natural flavonoids that helps improve blood circulation and keeps you healthy. Red Label Natural Care has a mix of 5 Ayurvedic ingredients like Tulsi, Ashwagandha, Mulethi, Ginger and Cardamom. Red Label Dust has strength, taste and comes with the Red Label promise of great quality. Red Label Special has extra-long leaves to give you great taste, colour and superior aroma. Entered the lives of the contemporary Indian housewife in the 1990s. Unique and refreshing blend of tea that's sprinkled with fresh green tea leaves.It's her daily cup of joy that helps her to refresh and connect with her inner self and aspirations. The advertising communication for Taaza is a reflection of this relationship. Chronicle of the aspirations of a housewife over the past two decades. 4th largest tea brand in India with a portfolio spanning in both leaf and dust segments. 3 Roses which was synonymous to the trinity of perfect colour, perfect strength and perfect taste 3 Roses stood as the bedrock for strengthening a married couple's relationship with each other 3 Roses has redefined the nature of relationship shared between married couples in IndiaBrooke Bond Sehatmand (Arogya) was launched in early 2010. Brooke Bond Sehatmand with Vitamin Power, helps to keep families healthier through their favourite daily beverage 3 cups of Brooke Bond Sehatmand helps to satisfy 50% of the Recommended Dietary Allowance (RDA) of Vitamins B2, B6, B9 and B12 Brooke Bond Sehatmand successfully runs the ‘Sehatmand Parivaar, Sehatmand Bharat’ movement – an initiative to reach and make a difference to 500 million families across villages in India through education on health and nutrition. nd most trusted beverage brand in India Market leader measured by volume and value branded packet tea Has transformed the way beverages are marketed by positioning tea as a catalyst for social change Promotes social awakening and action through its landmark ‘Jaago Re' marketing campaigns References: 1. History of Packet Tea : http://www. contemporarybrokers. com/item. aspx? id=100 2. Brooke Bond Brands : http://www. brookebondhealth. com/our-brands. asp 3.

Spirit Bound Chapter Three

THE NEXT COUPLE OF DAYS were strange. The other novices and I might have had the flashiest graduation, but we weren't the only ones finishing our education at St. Vladimir's. The Moroi had their own commencement ceremony, and campus grew packed with visitors. Then, almost as quickly as they came, parents disappeared–taking their sons and daughters with them. Royal Moroi left to spend their summers with their parents at luxury estates–many in the Southern Hemisphere, where the days were shorter this time of year. â€Å"Ordinary† Moroi left with their parents too, off to more modest homes, possibly getting summer jobs before college. And of course, with school wrapping up for the summer, all the other students left too. Some with no family to go home to, usually dhampirs, stayed year-round, taking special electives, but they were the minority. Campus grew emptier each day as my classmates and I waited for the day when we'd be taken to the Royal Court. We made our farewells to others, Moroi moving on or younger dhampirs who'd soon be following in our footsteps. One person I was sad to part with was Jill. I happened to catch her as I was walking toward Lissa's dorm the day before my Court trip. There was a woman with Jill, presumably her mother, and both were carrying boxes. Jill's face lit up when she saw me. â€Å"Hey Rose! I said goodbye to everyone else but couldn't find you,† she said excitedly. I smiled. â€Å"Well, I'm glad you caught me.† I couldn't tell her that I'd been saying goodbye too. I'd spent my last day at St. Vladimir's walking all the familiar sites, starting with the elementary campus where Lissa and I had first met in kindergarten. I'd explored the halls and corners of my dorms, walked past favorite classrooms, and even visited the chapel. I'd also passed a lot of time in areas filled with bittersweet memories, like the training areas where I'd first gotten to know Dimitri. The track where he used to make me run laps. The cabin where we'd finally given in to each other. It had been one of the most amazing nights of my life, and thinking about it always brought me both joy and pain. Jill didn't need to be burdened with any of that, though. I turned toward her mother and started to offer my hand until I realized she couldn't shake it while maneuvering the box. â€Å"I'm Rose Hathaway. Here, let me carry that.† I took it before she could protest because I was certain she would. â€Å"Thank you,† she said, pleasantly surprised. I fell in step with them as they began walking again. â€Å"I'm Emily Mastrano. Jill's told me a lot about you.† â€Å"Oh yeah?† I asked, giving Jill a teasing smile. â€Å"Not that much. Just how I hang out with you sometimes.† There was a slight warning in Jill's green eyes, and it occurred to me that Emily probably didn't know her daughter practiced forbidden forms of Strigoi-killing magic in her free time. â€Å"We like having Jill around,† I said, not blowing her cover. â€Å"And one of these days, we're going to teach her to tame that hair.† Emily laughed. â€Å"I've been trying for almost fifteen years. Good luck.† Jill's mother was stunning. The two didn't resemble each other much, at least not superficially. Emily's lustrous hair was straight and black, her eyes deep blue and long-lashed. She moved with a willowy grace, very different from Jill's always self-conscious walk. Yet, I could see the shared genes here and there, the heart-shaped faces and lip shapes. Jill was still young, and as she grew into her features, she'd likely be a heartbreaker herself someday–something she was probably oblivious to right now. Hopefully her self-confidence would grow. â€Å"Where's home for you guys?† I asked. â€Å"Detroit,† said Jill, making a face. â€Å"It's not that bad,† laughed her mom. â€Å"There are no mountains. Just highways.† â€Å"I'm part of a ballet company there,† Emily explained. â€Å"So we stay where we can pay the bills.† I think I was more surprised that people went to the ballet in Detroit than that Emily was a ballerina. It made sense, watching her, and really, with their tall and slim builds, Moroi were ideal dancers as far as humans were concerned. â€Å"Hey, it's a big city,† I told Jill. â€Å"Enjoy the excitement while you can before you come back to the boring middle of nowhere.† Of course, illicit combat training and Strigoi attacks were hardly boring, but I wanted to make Jill feel better. â€Å"And it won't be that long.† Moroi summer vacations were barely two months. Parents were eager to return their children to the safety of the Academy. â€Å"I guess,† said Jill, not sounding convinced. We reached their car, and I loaded the boxes into the trunk. â€Å"I'll e-mail you when I can,† I promised. â€Å"And I bet Christian will too. Maybe I can even talk Adrian into it.† Jill brightened, and I was happy to see her return to her normal overexcited self. â€Å"Really? That would be great. I want to hear everything that goes on at Court. You'll probably get to do all sorts of cool things with Lissa and Adrian, and I bet Christian will find out all sorts of things†¦ about things.† Emily didn't seem to notice Jill's lame editing attempt and instead fixed me with a pretty smile. â€Å"Thanks for your help, Rose. It was great to meet you.† â€Å"You too–umph!† Jill had thrown herself into me with a hug. â€Å"Good luck with everything,† she said. â€Å"You're so lucky–you're going to have such a great life now!† I returned the hug, unable to explain how jealous of her I was. Her life was still safe and innocent. She might resent spending a summer in Detroit, but the stay would be brief, and soon she'd be back in the familiar and easy world of St. Vladimir's. She wouldn't be setting out into the unknown and its dangers. It was only after she and her mother had driven off that I could bring myself to respond to her comment. â€Å"I hope so,† I murmured, thinking about what was to come. â€Å"I hope so.† My classmates and select Moroi flew out early the next day, leaving the rocky mountains of Montana behind for the rolling hills of Pennsylvania. The Royal Court was a lot like I remembered, with the same imposing, ancient feel that St. Vladimir's tried to impart with its towering buildings and intricate stone architecture. But the school also seemed to want to show off a wise, studious air, whereas the Court was more ostentatious. It was like the buildings themselves tried to make sure we all knew that this was the seat of power and royalty among the Moroi. The Royal Court wanted us to be amazed and maybe a little cowed. And even though I'd been here before, I was still impressed. The doors and windows of the tan stone buildings were embossed and framed in pristine golden decorations. They were a far cry from the brightness I'd seen in Russia, but I realized now that the Court's designers had modeled these buildings off the old European ones–the fortresses and palaces of Saint Petersburg. St. Vladimir's had benches and paths in the quads and courtyards, but the Court went a step further. Fountains and elaborate statues of past rulers adorned the lawns, exquisite marble works that had previously been hidden in snow. Now, in the full throes of summer, they were bright and on display. And everywhere, everywhere were flowers on trees, bushes, paths–it was dazzling. It made sense that new grads would visit the guardians' central administration, but it occurred to me that there was another reason they brought new guardians here in the summer. They wanted my classmates and me to see all of this, to be overwhelmed and appreciative of the glory for which we were fighting. Looking at the faces of the new graduates, I knew the tactic was working. Most had never been here before. Lissa and Adrian had been on my flight, and the three of us clustered together as we walked with the group. It was as warm as it had been in Montana, but the humidity here was much thicker. I was sweating after only a little light walking. â€Å"You did bring a dress this time, right?† asked Adrian. â€Å"Of course,† I said. â€Å"They've got some fancy things they want us to go to, aside from the main reception. Although, they might give me my black-and-white for that.† He shook his head, and I noticed his hand start to move toward his pocket before hesitating and pulling back. He might have been making progress in quitting smoking, but I was pretty sure the subconscious urge to automatically reach for a pack when outdoors was hard to get rid of so quickly. â€Å"I mean for tonight. For dinner.† I glanced questioningly at Lissa. Her schedule at Court always had assorted functions thrown into it that â€Å"average people† didn't attend. With my new and uncertain status, I wasn't sure if I'd be going with her. I sensed her puzzlement through the bond and could tell that she didn't have a clue about any special dinner plans. â€Å"What dinner?† I asked. â€Å"The one I set up with my family.† â€Å"The one you–† I came to an abrupt halt and stared wide-eyed, not liking the smirk on his face one bit. â€Å"Adrian!† A few of the new grads gave me curious looks and continued walking around us. â€Å"Come on, we've been going out a couple months. Meeting parents is part of the dating ritual. I've met your mom. I even met your scary-ass dad. Now it's your turn. I guarantee none of my family's gonna make the kind of suggestions your dad did.† I'd actually kind of met Adrian's dad before. Or, well, I'd seen him at a party. I doubted he had any idea who I was–my crazy reputation aside. I knew almost nothing about Adrian's mother. He actually spoke very little about his family members–well, most of them. â€Å"Just your parents?† I asked warily. â€Å"Any other family I should know about?† â€Å"Well†¦Ã¢â‚¬  Adrian's hand twitched again. I think this time he wanted a cigarette as some sort of protection from the warning note in my voice. Lissa, I observed, seemed highly amused by all of this. â€Å"My favorite great-aunt might stop by.† â€Å"Tatiana?† I exclaimed. For the hundredth time, I wondered how I had lucked out with a guy related to the leader of the entire Moroi world. â€Å"She hates me! You know what happened the last time we talked.† Her Royal Majesty had laid into me, yelling about how I was too trashy to hook up with her nephew and how she had great â€Å"plans† for him and Lissa. â€Å"I think she's come around.† â€Å"Oh, come on.† â€Å"No, really.† He almost looked like he was telling the truth. â€Å"I talked to my mom the other day, and†¦ I don't know. Aunt Tatiana doesn't seem to hate you as much.† I frowned, and the three of us began to walk again. â€Å"Maybe she admires your recent vigilante work,† mused Lissa. â€Å"Maybe,† I said. But I didn't really believe it. If anything, me going rogue should have made me more despicable in the queen's eyes. I felt kind of betrayed that Adrian had sprung this dinner on me, but there was nothing to be done about it now. The only bright side was that I had the impression he was teasing me about his aunt stopping by. I told him I'd go, and my decision put him in a good enough mood that he didn't ask too many questions when Lissa and I said we were going to do â€Å"our own thing† that afternoon. My classmates were all getting a tour of the Court and its grounds as part of their indoctrination, but I'd seen it all before and was able to wiggle out of it. Lissa and I dropped our belongings off in our rooms and then set out to the far side of the Court, where the not-so-royal people lived. â€Å"Are you going to tell me yet what this other part of your plan is?† asked Lissa. Ever since Abe had explained about Victor's prison, I'd been making another mental list of the problems we'd have breaking into it. Mainly, there were two, which was one less than I'd initially had since talking to Abe. Not that things were really much easier. First, we had no clue where in Alaska this place was. Second, we didn't know what the prison's defenses and layout were like. We had no idea what we had to bust through. Yet, something told me all of these answers could be found in one source, which meant I really only had one immediate problem: how to reach that source. Fortunately, I knew someone who might be able to help get us there. â€Å"We're going to see Mia,† I told her. Mia Rinaldi was a former Moroi classmate of ours–a former enemy, actually. She was also the poster child for total personality makeovers. She'd gone from a scheming bitch who was willing to crush–and sleep with–anyone in her quest for popularity to a down-to-earth, confident girl eager to learn to defend herself and others from Strigoi. She lived here at Court with her father. â€Å"You think Mia knows how to break into a prison?† â€Å"Mia's good, but I don't think she's that good. She can probably help us get intel, though.† Lissa groaned. â€Å"I can't believe you just used the word intel. This really is turning into a spy movie.† She spoke flippantly, but I could feel the worry within her. The light tone was masking her fear, the unease she still felt about freeing Victor, despite her promise to me. Those non-royals who worked and did ordinary things at Court lived in apartments far from the queen's quarters and receiving hall. I'd gotten Mia's address in advance, and we set out across the perfectly manicured grounds, grumbling to each other along the way about the hot day. We found her at home, casually dressed in jeans and a T-shirt with a Popsicle in her hand. Her eyes widened when she saw us outside her door. â€Å"Well, I'll be damned,† she said. I laughed. It was the kind of response I'd give. â€Å"Nice to see you too. Can we come in?† â€Å"Of course.† She stepped aside. â€Å"You want a Popsicle?† Did I ever. I took a grape one and sat with her and Lissa in the small living room. The place was a far cry from the opulence of royal guest housing, but it was cozy and clean and undoubtedly well loved by Mia and her father. â€Å"I knew the grads were coming,† Mia said, brushing blond curls out of her face. â€Å"But I wasn't sure if you were with them or not. Did you even graduate?† â€Å"I did,† I said. â€Å"Got the promise mark and everything.† I lifted my hair so she could see the bandage. â€Å"I'm surprised they let you back in after you took off on your killing spree. Or did you get extra credit for that?† Apparently, Mia had heard the same tall tale about my adventures that everyone else had. That was fine with me. I didn't want to talk about the truth. I didn't want to talk about Dimitri. â€Å"Do you think anyone could stop Rose from doing what she wants?† asked Lissa with a smile. She was trying to keep us from getting into too much detail about my past whereabouts, for which I was grateful. Mia laughed and crunched on a big chunk of lime ice. It was a wonder she didn't get brain freeze. â€Å"True.† Her smile faded as she swallowed the bite. Her blue eyes, always shrewd, studied me in silence for a few moments. â€Å"And Rose wants something now.† â€Å"Hey, we're just happy to see you,† I said. â€Å"I believe you. But I also believe you've got an ulterior motive.† Lissa's smile grew. She was amused by me being caught in my spy game. â€Å"What makes you say that? Can you read Rose that well or do you just always assume she's got an ulterior motive?† Now Mia smiled again. â€Å"Both.† She scooted forward on the couch, fixing me with a serious look. When had she grown so perceptive? â€Å"Okay. No point in wasting time. What do you need my help with?† I sighed, busted. â€Å"I need to get inside the guardians' main security office.† Beside me, Lissa made a sort of strangled noise. I felt kind of bad for her. While she could conceal her thoughts from me on occasion, there wasn't much she did or said that came as a true surprise. Me? I continually blindsided her. She had no clue what was coming half the time, but honestly, if we were planning on springing a renowned criminal out of prison, then breaking into a security office shouldn't have been that big of a shock. â€Å"Wow,† said Mia. â€Å"You don't waste time with the little stuff.† Her grin twitched a bit. â€Å"Of course, you wouldn't come to me with little stuff. You could do that yourself.† â€Å"Can you get me–us–in there?† I asked. â€Å"You're friendly with some of the guardians here†¦ and your dad has access to a lot of places†¦.† I didn't know Mr. Rinaldi's exact job, but I thought it was maintenance-related. â€Å"What are you looking for?† she asked. She held up a hand when I opened my mouth to protest. â€Å"No, no. I don't need details. Just a general idea so I can figure this out. I know you're not going there just to tour the place.† â€Å"I need some records,† I explained. Her eyebrows rose. â€Å"Personnel? Trying to get yourself a job?† â€Å"I–no.† Huh. That wasn't a bad idea, considering my precarious position with being assigned to Lissa. But no. One issue at a time. â€Å"I need some records about outside security at other places–schools, royal homes, prisons.† I tried to keep my expression casual as I mentioned that last one. Mia was on board with some crazy things, but even she had her limits. â€Å"I figured they must keep that stuff there?† â€Å"They do,† she said. â€Å"But most of it's electronic. And no offense, but that might even be beyond your abilities. Even if we could get to one of their computers, everything's password protected. And if they walk away, they lock the computers. I'm guessing you haven't become a hacker since the last time I saw you.† No, certainly not. And unlike the heroes of those spy movies Lissa teased me about, I had no tech-savvy friends who could even come close to breaking that kind of encryption and security. Damn. I stared glumly at my feet, wondering if I had any chance at all of getting more information out of Abe. â€Å"But,† said Mia, â€Å"if the information you need isn't too current, they might still have paper copies.† I jerked my head up. â€Å"Where?† â€Å"They've got mass storage rooms, tucked away in one of the basements. Files and files. Still under lock and key–but probably easier to get to than fighting the computers. Again, depends on what you need. How old it is.† Abe had given me the impression that Tarasov Prison had been around for a while. Surely there was a record of it in these archives. I didn't doubt the guardians had gone digital a while ago, which meant we might not find up-to-the-minute details on the place's security, but I'd settle for a blueprint. â€Å"It might be what we need. Can you get us in?† Mia was quiet for several seconds, and I could see her mind whirring. â€Å"Possibly.† She glanced at Lissa. â€Å"Can you still compel people into being your slaves?† Lissa grimaced. â€Å"I don't like to think of it like that, but yeah, I can.† It was another of spirit's perks. Mia considered a few moments more and then gave a quick nod. â€Å"Okay. Come back around two, and we'll see what we can do.† Two in the afternoon for the rest of the world meant the middle of the night for Moroi, who ran on a nocturnal schedule. Being out in broad daylight didn't feel particularly sneaky, but I had to figure Mia's planning here was based on the fact that there would also be fewer people around that time of day. I was trying to decide if we should socialize more or head out when a knock interrupted my thoughts. Mia flinched and suddenly looked uncomfortable. She rose to get the door, and a familiar voice drifted down the hall toward us. â€Å"Sorry I'm early, but I–â€Å" Christian stepped into the living room. He abruptly shut up when he saw Lissa and me. Everyone seemed frozen, so it looked like it was up to me to pretend like this wasn't a horribly awkward situation. â€Å"Hey, Christian,† I said cheerfully. â€Å"How's it going?† His eyes were on Lissa, and it took him a moment to drag them to me. â€Å"Fine.† He glanced at Mia. â€Å"I can come back†¦. â€Å" Lissa hastily stood up. â€Å"No,† she said, voice cool and princesslike. â€Å"Rose and I have to go anyway.† â€Å"Yeah,† I agreed, following her lead. â€Å"We have†¦ stuff†¦ to do. And we don't want to interrupt your†¦Ã¢â‚¬  Hell, I had no idea what they were going to do. Wasn't sure I wanted to. Mia had found her voice. â€Å"Christian wanted to see some of the moves I've been practicing with the campus guardians.† â€Å"Cool.† I kept the smile on my face as Lissa and I moved toward the door. She stepped as far around Christian as she could. â€Å"Jill will be jealous.† And not just Jill. After another round of goodbyes, Lissa and I left and set back off across the grounds. I could feel the anger and jealousy radiating through her bond. â€Å"It's only their fight club, Liss,† I said, having no need for her side of the conversation. â€Å"Nothing's going on. They're going to talk punches and kicking and other boring stuff.† Well, actually that stuff was pretty sweet, but I wasn't about to glorify Christian and Mia hanging out. â€Å"Maybe now nothing's going on,† she growled, staring stonily ahead. â€Å"But who knows what could happen? They spend time together, practice some physical moves, one thing leads to another–â€Å" â€Å"That's ridiculous,† I said. â€Å"That kind of stuff isn't romantic at all.† Another lie, seeing as that was exactly how my relationship with Dimitri had begun. Again, best not to mention that. â€Å"Besides, Christian can't be involved with every girl he hangs out with. Mia, Jill–no offense, but he's not really that much of a ladies' man.† â€Å"He's really good-looking,† she argued, those dark feelings still seething within her. â€Å"Yeah,† I conceded, keeping my eyes carefully on the pathway. â€Å"But it takes more than that. And besides, I thought you didn't care what he did.† â€Å"I don't,† she agreed, not even convincing herself, let alone me. â€Å"Not at all.† My attempts to distract her proved pretty useless for the rest of the day. Tasha's words came back to me: Why haven't you fixed this? Because Lissa and Christian were being too damned unreasonable, both caught up in their own pissed-off feelings–which were kind of pissing me off in return. Christian would have been pretty helpful in my illicit escapades, but I had to keep my distance for Lissa's sake. I finally left her to her bad mood when dinner came around. Compared to her romantic situation, my relationship with a semi-spoiled royal playboy from a disapproving family seemed downright optimistic. What a sad and scary world this was becoming. I assured Lissa I'd head straight back after dinner and that we'd go see Mia together. The mention of Mia didn't make Lissa happy, but the thought of a potential break-in did distract her momentarily from Christian. The dress I had for dinner was maroon, made of light, gauzy material that was great for summer weather. The neckline was decent, and little cap sleeves gave it a classy edge. With my hair in a low ponytail that did a decent job of hiding the healing tattoo, I almost looked like a respectable girlfriend–which only went to show how deceptive appearances were, seeing as I was part of a crazy scheme to bring my last boyfriend back from the dead. Adrian surveyed me from head to toe when I arrived at his parents' town house. They kept a permanent residence here at the Court. The small smile on his face told me he liked what he saw. â€Å"You approve?† I asked, spinning around. He slipped an arm around my waist. â€Å"Unfortunately, yes. I was hoping you'd show up in something a lot sluttier. Something that would scandalize my parents.† â€Å"Sometimes it's like you don't even care about me as a person,† I observed as we walked inside. â€Å"It's like you're just using me for shock value.† â€Å"It's both, little dhampir. I care about you, and I'm using you for shock value.† I hid a smile as the Ivashkovs' housekeeper led us toward the dining room. The Court actually had restaurants and cafes tucked away within its buildings, but royals like Adrian's parents would consider it classier to have a fancy dinner in their home. Me, I would have preferred being out in public. More escape options. â€Å"You must be Rose.† My assessment of the exits was interrupted when a very tall, very elegant Moroi woman came into the room. She wore a long, dark green satin dress that immediately made me feel out of place and that perfectly matched the color of her–and Adrian's–eyes. Her dark hair was pulled into a bun, and she smiled down at me with genuine warmth as she took my hand. â€Å"I'm Daniella Ivashkov,† she said. â€Å"It's very nice to meet you at last.† Was it really? My hand automatically shook hers in return. â€Å"Nice to meet you too, Lady Ivashkov.† â€Å"Call me Daniella, please.† She turned to Adrian and tsked as she straightened the collar of his button-up shirt. â€Å"Honestly, darling,† she said. â€Å"Do you even look in a mirror before you walk out the door? Your hair's a mess.† He dodged her as she reached toward his head. â€Å"Are you kidding? I spent hours in front of the mirror to make it look this way.† She gave a tormented sigh. â€Å"Some days I can't decide if I'm lucky or not to have no other children.† Behind her, quiet servants were setting food out on the table. Steam rose up from the platters, and my stomach rumbled. I hoped no one else heard. Daniella glanced off down the hall beyond her. â€Å"Nathan, will you hurry up? The food's getting cold.† A few moments later, heavy footsteps sounded on the ornate wood floor, and Nathan Ivashkov swept into the room. Like his wife, he was dressed formally, the blue satin of his tie gleaming next to the starkness of his heavy black suit coat. I was glad they had air-conditioning in here, or he'd have been melting in that heavy fabric. The feature on him that stood out the most was what I remembered from before: a distinctly silver head of hair and mustache. I wondered if Adrian's hair would look like that when he was older. Nah, I'd never find out. Adrian would probably dye his hair at the first sign of gray–or silver. Adrian's father might be exactly as I remembered, but it was clear he had no clue who I was. In fact, he seemed genuinely startled to see me. â€Å"This is Adrian's, ah, friend, Rose Hathaway,† said Daniella gently. â€Å"You remember–he said he'd bring her tonight.† â€Å"It's nice to meet you, Lord Ivashkov.† Unlike his wife, he didn't offer to put us on a first-name basis, which relieved me a little. The Strigoi who had forcefully turned Dimitri had been named Nathan too, and it wasn't a name I wanted to speak aloud. Adrian's father looked me over, but it wasn't with the appreciation Adrian had shown earlier. It was more like I was an oddity. â€Å"Oh. The dhampir girl.† He wasn't rude exactly, just disinterested. I mean, it wasn't like he called me a blood whore or anything. We all sat down to eat, and although Adrian kept his typical devil-may-care smile on his face, I again got the vibe that he really, really wanted a cigarette. Probably hard liquor, too. Being around his parents was not something he enjoyed. When one of the servants poured us all wine, Adrian looked immensely relieved and didn't hold back. I shot him a cautioning look that he ignored. Nathan managed to rapidly devour his balsamic-glazed pork medallions while still looking elegant and proper. â€Å"So,† he said, attention focused on Adrian, â€Å"now that Vasilisa's graduated, what are you going to do with yourself? You aren't going to keep slumming with high school students, are you? There's no point in you being there anymore.† â€Å"I don't know,† said Adrian lazily. He shook his head, further tousling his carefully mussed hair. â€Å"I kind of like hanging out with them. They think I'm funnier than I really am.† â€Å"Unsurprising,† his father replied. â€Å"You aren't funny at all. It's time you do something productive. If you aren't going to go back to college, you should at least start sitting in on some of the family business meetings. Tatiana spoils you, but you could learn a lot from Rufus.† I knew enough about royal politics to recognize the name. The oldest member of each family was usually its â€Å"prince† or â€Å"princess† and held a Royal Council position–and was eligible to become king or queen. When Tatiana had taken the crown, Rufus had become prince of the Ivashkov family since he was the next oldest. â€Å"True,† said Adrian deadpan. He wasn't eating so much as pushing his food around. â€Å"I'd really like to know how he keeps his two mistresses a secret from his wife.† â€Å"Adrian!† snapped Daniella, a flush spilling over her pale cheeks. â€Å"Don't say things like that at our dinner table–and certainly not in front of a guest.† Nathan seemed to notice me again and gave a dismissive shrug. â€Å"She doesn't matter.† I bit my lip on that, repressing the urge to see if I could throw my china plate Frisbee style and hit him in the head. I decided against it. Not only would it ruin dinner, but the plate probably wouldn't get the lift I needed. Nathan turned his scowl back to Adrian. â€Å"But you do. I'm not going to have you sitting around doing nothing–and using our money to fund it.† Something told me I should stay out of this, but I couldn't stand to see Adrian dressed down by his annoying father. Adrian did sit around and waste money, but Nathan didn't have the right to make fun of him for it. I mean, sure, I did all the time. But that was different. â€Å"Maybe you could go to Lehigh with Lissa,† I offered. â€Å"Keep studying spirit with her and then†¦ do whatever else you were doing the last time you were in college†¦.† â€Å"Drinking and skipping classes,† said Nathan. â€Å"Art,† said Daniella. â€Å"Adrian took art classes.† â€Å"Really?† I asked, turning to him in surprise. Somehow, I could imagine him as an artistic type. It fit his erratic personality. â€Å"Then this would be perfect. You could pick it up again.† He shrugged and finished his second glass of wine. â€Å"I don't know. This college would probably have the same problem the last one did.† I frowned. â€Å"What's that?† â€Å"Homework.† â€Å"Adrian,† growled his father. â€Å"It's okay,† said Adrian breezily. He rested his arm casually on the table. â€Å"I don't really need a job or extra money. After Rose and I get married, the kids and I'll just live off of her guardian paycheck.† We all froze, even me. I knew perfectly well that he was joking. I mean, even if he harbored fantasies of marriage and kids (and I was pretty sure he didn't), the meager salary a guardian made would never be enough to keep him in the luxurious life he required. Adrian's father, however, clearly did not think he was joking. Daniella seemed undecided. Me, I was just uncomfortable. It was a very, very bad topic to bring up at a dinner like this, and I couldn't believe Adrian had gone there. I didn't even think the wine was to blame. Adrian just liked tormenting his father that much. The awful silence grew thicker and thicker. My gut instinct to fill conversation voids was raging, but something told me to stay quiet. The tension increased. When the doorbell rang, all four of us nearly jumped out of our chairs. The housekeeper, Torrie, scurried off to answer it, and I breathed a mental sigh of relief. An unexpected visitor would help ease the tension. Or maybe not. Torrie cleared her throat when she returned, clearly flustered as she looked from Daniella to Nathan. â€Å"Her Royal Majesty Queen Tatiana is here.† No. Way. All three Ivashkovs stood up abruptly, and a half second later, I joined them. I hadn't believed Adrian earlier when he said Tatiana might come. From his face, he seemed pretty surprised now too. But sure enough, there she was. She swept into the room, elegant in what must have been business casual for her: tailored black slacks and jacket with a red silk and lace blouse underneath. Little jeweled barrettes gleamed in her dark hair, and those imperious eyes peered down at us all as we offered hasty bows. Even her own family followed formalities. â€Å"Aunt Tatiana,† said Nathan, forcing what looked like a smile onto his face. I don't think he did it very often. â€Å"Won't you join us for dinner?† She waved a hand dismissively. â€Å"No, no. I can't stay. I'm on my way to meet with Priscilla but thought I'd stop by when I heard Adrian had returned.† Her gaze fell on him. â€Å"I can't believe you've been here all day and didn't come visit.† Her voice was cool, but I swear there was an amused twinkle in her eyes. It was scary. She wasn't someone I thought of as warm and fuzzy. The whole experience of seeing her outside of one of her ceremonial rooms was totally unreal. Adrian grinned at her. He was clearly the most comfortable person in the room right now. For reasons I never understood, Tatiana loved and spoiled Adrian. That wasn't to say that she didn't love her other family members; it was just clear that he was her favorite. It had always surprised me, considering what a scoundrel he was sometimes. â€Å"Aw, I figured you had more important things to do than see me,† he told her. â€Å"Besides, I quit smoking, so now we won't be able to go sneak cigarettes out behind the throne room together.† â€Å"Adrian!† chastised Nathan, turning bright red. It occurred to me then that I could have based a drinking game around how many times he exclaimed his son's name disapprovingly. â€Å"Auntie, I'm sor–â€Å" Tatiana held up a hand again. â€Å"Oh, be silent, Nathan. No one wants to hear it.† I almost choked. Being in the same room with the queen was horrid, but it was almost worth it to see her verbally bitch-slap Lord Ivashkov. She turned back to Adrian, face thawing. â€Å"You've finally quit? It's about time. I suppose this is your doing?† It took me a moment to realize she was speaking to me. Until that point, I'd kind of hoped she might not have even noticed me. It seemed the only explanation for her not screaming at them to remove the rebellious little blood whore. It was shocking. Her voice wasn't accusatory, either. It was†¦ impressed. â€Å"W-well, it wasn't me, Your Majesty,† I said. My meekness was a far cry from my behavior at our last meeting. â€Å"Adrian was the one who had the, uh, determination to do it.† So help me, Tatiana chuckled. â€Å"Very diplomatic. They should assign you to a politician.† Nathan didn't like the attention on me. I wasn't sure I did either, semi-pleasant or not. â€Å"Are you and Priscilla doing business tonight? Or just having a friendly dinner?† Tatiana dragged her gaze from me. â€Å"Both. There's been some inter-family squabbling going on. Not publicly, but it's getting out. People are making noise about security. Some are ready to start training up right now. Others are wondering if guardians can go without sleep.† She rolled her eyes. â€Å"And those are the tamest of the suggestions.† No question about it. This visit had gotten a lot more interesting. â€Å"I hope you're going to shut those would-be militants up,† growled Nathan. â€Å"Us fighting alongside guardians is absurd.† â€Å"What's absurd,† said Tatiana, â€Å"is having strife among the royal classes. That's what I want to ‘shut up.'† Her tone grew lofty, very queenlike. â€Å"We're the leaders among the Moroi. We have to set an example. We need to be unified to survive.† I studied her curiously. What did that mean? She hadn't agreed or disagreed with Nathan's stance on Moroi fighting. She'd only mentioned establishing peace among her people. But how? Was her method to encourage the new motion or squash it? Security was a huge concern for everyone after the attack, and it fell on her to figure it out. â€Å"Sounds pretty hard to me,† said Adrian, playing oblivious to the seriousness of the matter. â€Å"If you still want a cigarette afterward, I'll make an exception.† â€Å"I'll settle for you coming to make a proper visit tomorrow,† she said dryly. â€Å"Leave the cigarettes at home.† She glanced at his empty wineglass. â€Å"And other things.† A flash of steely resolve crossed her gaze, and even though it melted as quickly as it had come, I felt almost relieved. There was the icy Tatiana I knew. He saluted. â€Å"Noted.† Tatiana gave the rest of us brief glances. â€Å"Have a good evening,† was her only farewell. We bowed again, and then she headed back toward the front door. As she did, I heard scuffling and murmured voices. She'd been traveling with a retinue, I realized, and had left them all in the foyer while she came to say hello to Adrian. Dinner was quiet after that. Tatiana's visit had kind of left us all astonished. At least it meant I didn't have to hear Adrian and his father bicker anymore. Daniella mostly maintained what little conversation there was, attempting to inquire about my interests, and I realized she hadn't said a word during Tatiana's brief visit. Daniella had married into the Ivashkovs, and I wondered if she found the queen intimidating. When the time came for us to leave, Daniella was all smiles while Nathan retired to his study. â€Å"You need to come by more often,† she told Adrian, smoothing his hair in spite of his protests. â€Å"And you're welcome anytime, Rose.† â€Å"Thank you,† I said, dumbfounded. I kept studying her face to see if she was lying, but I didn't think she was. It made no sense. Moroi didn't approve of long-term relationships with dhampirs. Royal Moroi especially didn't. And royal Moroi related to the queen especially didn't, at least if past experience was any indication. Adrian sighed. â€Å"Maybe if he's not around. Oh, damn. That reminds me. I left my coat here last time–I wanted to get out too fast.† â€Å"You've got, like, fifty coats,† I remarked. â€Å"Ask Torrie,† said Daniella. â€Å"She'll know where it is.† Adrian went off to find the housekeeper, leaving me with his mother. I should have made polite, inconsequential small talk, but my curiosity was getting the better of me. â€Å"Dinner was really great,† I told her honestly. â€Å"And I hope you won't take this the wrong way†¦ but I mean†¦ well, you seem okay with Adrian and me dating.† She nodded serenely. â€Å"I am.† â€Å"And†¦Ã¢â‚¬  Well, it had to be said. â€Å"Tat–Queen Tatiana kind of seemed okay with it too.† â€Å"She is.† I made sure my jaw didn't drop to the floor. â€Å"But†¦ I mean, the last time I talked to her, she was really mad. She kept telling me over and over how she'd never allow us to be together in the future or get married or anything like that.† I cringed, recalling Adrian's joke. â€Å"I figured you'd feel the same. Lord Ivashkov does. You can't really want your son to be with a dhampir forever.† Daniella's smile was kind but wry. â€Å"Do you plan on being with him forever? Do you plan on marrying him and settling down?† The question totally caught me off guard. â€Å"I†¦ no†¦ I mean, no offense to Adrian. I just never–â€Å" â€Å"Planned on settling down at all?† She nodded wisely. â€Å"That's what I thought. Believe me, I know Adrian wasn't serious earlier. Everyone's jumping to conclusions that haven't even happened. I've heard of you, Rose–everyone has. And I admire you. And based on what I've learned, I'm guessing you aren't the type who would quit being a guardian to be a housewife.† â€Å"You're right,† I admitted. â€Å"Then I don't see the problem. You're both young. You're entitled to have fun and do what you want now, but I–you and I–know that even if you see Adrian off and on for the rest of your life, you aren't going to get married or settle down. And it has nothing to do with what Nathan or anyone says. It's the way of the world. It's the kind of person you are. I can see it in your eyes. Tatiana's realized it too, and that's why she eased up. You need to be out there fighting, and that's what you'll do. At least if you truly intend to be a guardian.† â€Å"I do.† I was staring at her in wonder. Her attitude was amazing. She was the first royal I'd met who hadn't immediately freaked out and gone crazy over the idea of a Moroi and dhampir match. If other people shared her view, it would make a lot of others' lives easier. And she was right. It didn't matter what Nathan thought. It wouldn't have even mattered if Dimitri had been around. The bottom line was that Adrian and I wouldn't be together for the rest of our lives because I'd always be on guardian duty, not lounging around like he did. Realizing that freed things up†¦ yet it made me a little sad too. Behind her, I could see Adrian approaching down the hall. Daniella leaned forward, pitching her voice low for me. There was a wistful note to her words when she spoke, the tone of a concerned mother. â€Å"But Rose? While I'm fine with you two dating and being happy, please try not to break his heart too much when the time comes.†

Water

Water is an essential ingredient for the existence of life as we know it. Biochemical processes occur in aqueous environments, many of which use water. Water also plays a significant role in the process of photosynthesis ( 6 CO2 + 6H2O + 672kcal -> C6H12O6 + 6O2 ). Photosynthesis is the most basic and significant chemical reaction on earth, providing the primary nutrients, directly or indirectly, for all living organisms and is the primary source of atmospheric oxygen. Without water and its unique and unusual properties, life as we know it on earth would not exist. Water is the only substance naturally present on the earth that exists in three distinct states -solid, liquid, and gas. Many of the unique properties in the take for granted include the three physical phases, transparency, universal solvents, density behavior and temperature, high specific heat, high heat of vaporization, viscosity, surface tension and low compressibility. To understand why these properties exist in water and why they are essential to life on earth it is important to look at the shape and bonding patterns of the molecule because the uniqueness of water is a direct result of its shape and bonding patterns. The shape of the water molecule In the water molecule the oxygen atom is the central atom. It has four pairs of valence electrons surrounding it. Two of these pairs are shared which form the shared pairs form covalent bonds with the hydrogen atoms. The remaining two pairs are unshared and have a greater repulsive effect than the shared pairs. The combined repulsive effect of the two unshared electron pairs produces an H-O-H bond angle that is smaller than the H-C-H bond angle (109. 47 degrees) in methane or the H-N-H bond angle (107 degrees) in ammonia. Actual measurement of the bond angle in water is 104. . If the two hydrogen nuclei were as far apart as possible the angle would be 109. 47. The unique bond angle in water is only 104. 5 degrees. The resulting shape of the molecule is referred to as â€Å"bent† or â€Å"angular†. Traditionally the VESPR model theory is used to predict molecular shape. See appendix A. Chemical bonding To understand the unusual properties of water as well as what causes them we need to have a basic understanding of the chemical bonding and the structure of the water molecule. The shape of the water molecule is determined in part by the chemical bonding that occurs. For a brief review of chemical bonding see appendix B. The water molecule consists of the elements hydrogen and oxygen. The chemical bonds in the water molecule are covalent bonds since the hydrogen atoms combine with the oxygen atoms in shared electron pairs. The oxygen atoms exerts a relatively strong pull on the shared electron pairs which causes the hydrogen atom to become electropositive regions and the oxygen atoms to become an electronegative region. The water molecule is considered a polar molecule because the positive and negative regions are not evenly distributed around a center point. The water molecule due to its polar nature is electrostatically attracted to other water molecules as well as other ions in solution. The attraction of the electropositive hydrogen atom to the electronegative oxygen atom of an adjacent water molecule is the bridging phenomenon known as hydrogen bonding and is only about 10 percent the strengths of a covalent bond. This special bond is responsible for most of the unusual properties of water: high freezing and boiling points, high heat capacity, high heat’s of fusion and evaporation, solvency, and high surface tension. Let us look more closely at the bonding patterns of water. Polar Covalent Bond When oxygen and hydrogen atoms are brought together the difference in their electronegativities is not sufficient to yield ions. Instead they must share a pair of electrons between them forming a covalent bond. Some sharing is more equal than others and oxygen’s greater electronegativity draws the electron pairs closer to its nucleus and further away from the hydrogen’s nuclei. This results in a concentration of negative charges nearer the oxygen atom and thus further from the positively charges protons that make the nuclei of the hydrogen atoms. The bond formed is intermediate between a fully ionic bond and a purely covalent bond. There is a separation of charges but not complete as in the formation of ions. The partial charge that is produced is symbolized by d. In Water, one side of the molecule, where the hydrogen atoms are, will be partially positively charged. The other side with the unshared pairs of electrons will be negatively charged. As a whole the molecule is polar. So it can be said that the water molecule has a polar covalent bond. The polarity of the water molecule makes mutual attraction between water molecules possible. The Hydrogen Bond Each molecule has a d- and d+ region. The attraction occurs between the d- and d+ regions (remember unlike charges attract). This means that each water molecule attracts four other water molecules to it. The hydrogen atom is attracted to the oxygen atom of the adjacent water molecule. Each oxygen atom can associate with two hydrogen atoms of other nearby water molecule through its unshared pair of electrons. The force of attraction between these polar molecules is not as strong as a covalent or ionic bond but strong enough to be significant. It is important enough to be called the HYDROGEN BOND. It is the hydrogen bonding that occurs between water molecules that accounts for many of the remarkable and vital properties of water that make the presence of water synonymous with life itself. Firstly, the ability of water to remain liquid over a large portion of the range of temperatures found on earth is one such vital property. Other molecules, as small as water (eg CO2), change from liquid to gas at temperatures far below that of water. It is also the Hydrogen bond which is responsible for the large amount of heat energy needed to convert water from liquid to gas. Water is therefore a great stabilizer of temperature which is essential to the survival of life on this planet. It accounts for more moderate temperatures near large bodies of water. This property is also exploited by many living organisms. Sweat, and its evaporation is a vital cooling process for biological mammals and depend greatly on the large amount of heat energy required to break the hydrogen bonds between water molecules. Hydrogen bonding maintains the integrity of the water molecule during chemical reactions. Other compounds undergo chemical changes (ionization), where as water will maintain its chemical integrity. As a result water is a poor conductor of electrical current. Hydrogen bonding is the reason for the lower density of ice relative to water. In conclusion, three main unique features which are the consequences of hydrogen bonding in water are: melting point, surface tension, density. These and other unique properties of water are responsible for the important role that water plays in life. Water’s Important Role Water is the single most abundant molecule in living things. It provides the medium in which most biochemical interactions occur. Some biochemical reactions water is involved in are: cellular respiration, digestion, and photosynthesis. Water is the home for many animals, plants and micro-organisms. Water is involved in the cycling of all other material by living things both on a local and global scale. Water has a number of unique and unusual properties that are responsible for its important roles it plays in the biosphere. BOILING AND MELTING POINTS. Water has unusually high boiling and freezing points compared to other compounds with similar molecular structure. A comparison of boiling and freezing points can be seen in the following chart. Notice only water has a boiling and melting point that exists within the range of life. The boiling point of water is a unique 100oC results is and the freezing point is a remarkable 0oC due to the fact of the polar nature of the water molecule and hydrogen bonding. Two important, but not unique, properties of water for life are that water is liquid at normal temperatures over much of the earth and that water is transparent. If water were not liquid, nutrients could not flow from soil to the roots of plants, blood could not circulate, and bodies of organisms would be so rigid that they could not move. If water were not transparent, light could not penetrate through cellular protoplasm into chloroplasts to drive photosynthesis in plants, you would be blind because light could not penetrate through the vitreous humor to the retina of your eyes, and light could not penetrate into lakes to allow growth of phytoplankton. Clearly life cannot exist without the amazing properties of water. SOLVENT CAPABILITY. A solvent is a substance capable of dissolving another substance (solute) to form a homogeneous mixture (solution) at a molecular level. The polar nature of water makes it an excellent solvent especially with other polar compounds such as salts, alcohols, carboxylic compounds and many more. As a solvent water is unsurpassed in it’s ability to dissolve a wide range of inorganic and organic substances. More substances dissolve in water than any other known substance. The versitility of water as a solvent allows it to serve as the medium of transport for so many materials. This is true both for individual organism and for the biosphere as a whole. The essential transport systems including blood, lymph, and urine are all water based. Without water’s solvent capabilities to make three systems work, life could not exist. A LESS DENSE SOLID FORM. Water exists in liquid form over a wide range of temperatures outside of which life processess are slowed down or halted completely. Between 4?c and the freezing point at 0?c, an amazing thing happens that occurs with very few substances, Water gradually expands becoming less dense. Water is the only substance where the liquid state is heavier than the solid state. All other substances the solid form is denser than the liquid form. Since the density of ice is less than that of liquid Walter, ice floats on water. It is very significant that ice expands and floats on water because if lakes and streams froze from the bottom to the top, aquatic life would not even exist, and climate and weather patterns would be altered drastically. This is an important quality of water because as ice forms it floats on top of the water. It acts to provide a thermal blanket for the rest of the water beneath and all its many life forms. This is important because if water behaved like all other substances, water bodies would freeze from the bottom up and in most cases would never thaw completely during summer. This would have a dramatic cooling effect globally and would impact all life on earth. LARGE HEAT CAPACITY. The remarkable property of water is it’s extremely high capacity to absorb heat without a significant increase in temperature. We see examples of this all the time. For example, under the summer sun at the beach, sand will increase in temperature to the point where it is too hot to walk on, whereas the water temperature is still cool, even though both are heated by the same amount of solar heat energy. Water has the largest heat capacity of any common substance. This means that water takes more heat energy to raise the temperature of water a given number of degrees than for any other material. In cooling water gives up more heat than any other material. This property is important globally and individually. Individually, the high heat capacity buffers organisms from sudden extreme shifts in temperature which would be harmful to it. Globally, the oceans moderate seasonal temperature fluctuations. That is why coastal areas are cooler than inland areas at the same latitude. These differences influence the weather globally. And without weather changes life would be very unbearable. The absorption of huge amounts of solar heat energy by water during the day and the slow release of heat energy during the night is responsible for the moderate climate in the coastal areas. A wider range of temperatures typically exist inland away from bodies of water. If not for the vast oceans on earth tempering the climate life would not exist. This property combines with the MPIBP property to create the water cycle which supports life on earth. HIGH HEAT OF VAPORIZATION. Water has an extraordinarily high heat of vaporization. On average it takes 580 calories to convert one gram of water into water vapour. A value that is higher than any other common substance. This property is of important significance to animals in regulating body temperature because of the large amount of body heat that is required to evaporate water (sweat). Without this property of water, organisms would overheat and die and the climate would be thrown into chaos. SURFACE TENSION. Water has the highest surface tension of any other liquid except Mercury. Surface tension is the attractive force exerted by the molecules below the surface on those at the liquid-air interface. The liquid is restrained from flowing by this inward force. The exceptionally high surface tension of water is due to the hydrogen bonding of water. This is demonstrated when you see an insect being able to support itself on the surface layer of water. The surface tension also leads to a higher viscosity as it doesn’t flow as easily. This is known as the clumping effect like the high melting point and boiling point the clumping effect occurs in liquid, that have hydrogen bonding. Conclusion All of these unusual properties stem from the unusual structure and bonding patterns of the water molecule. The molecule is strongly polar because of its uneven distribution of electrons. This allows water to interact easily with other polar substances which accounts for the great solvent power of water. The electronegativity difference between the oxygen and hydrogen atoms in water molecules is responsible for the establishing of hydrogen bonds between molecules. It is the mutual attraction of water molecules that accounts for the ability of water to remain liquid over a broad range of temperature (0oC-100oC) and also for its high heat of vaporization and high heat capacity. Water could not have all these special characteristics/properties without its unique shape and bonding patterns, life could not exist if not for these special properties of water, espacally the hydrogen bond. You can order a custom essay, term paper, research paper, thesis or dissertation on water from our professional custom writing service which provides high-quality custom written papers on any topic.

Case Study of Gucci Essay Example | Topics and Well Written Essays - 1750 words

Case Study of Gucci - Essay Example Most brands products of Gucci group of companies suffered a drop in sales in the wake of the 2008 economic crisis except the two strong brands whose sales increased even in the most extreme of circumstances. Due to the circumstances involving the general drop in sales volume and the traditional beliefs and sales concepts, it is important that Gucci explores the best marketing model or mix to employ so as to revamp the market. One of the popular marketing strategy/model is the Ansoff Growth marketing mix. This describes the growth of a business in its attempt to market new or regular products in a new market or previously existing market. It therefore brings together growth in the market and growth or increase in brand of an organization. Ansoff can be achieved through various strategies such as market penetration, market development, product development and product diversification (Pickton & Broderick 2005). Market penetration involves the marketing of the products or the specific br and in existing market with an aim of increasing the market proportion for the product which can be achieved through the 7 P’s of marketing. ... wear whose sales have dropped since they are neither producing new brands nor investing in a new market but trying to retain their market share amid a crisis. Under the Ansoff mix, marketing development is also a strategy which involves seeking new markets for an existing product. The methods used can include exploiting new geographical markets through exporting or setting up of outlets where they originally did not exist. The company can also adopt a new distribution channel which will ensure the product penetrates into the markets it did not attract. In this case, other methods such as differential pricing can be used to attract consumers of different economic or social status (Mao and Krishnan 2006). Since Gucci might have limited their market in terms of size, the company should consider increasing the market size for the product whose sales volume is on the decline so as to ensure a balance. Ansoff also includes product development where a company undertakes to introduce a new p roduct into the market and will require new competencies and modified products. Gucci is more concerned about its products which are on the decline but could choose to restructure their brands so as to produce more acceptable brands into the market and therefore avoid declining sales. Apart from all this strategies under Ansoff, the company may also opt for market diversification. This is a marketing strategy of exploiting totally new markets without prior experience or knowledge of the market. It is a risk venture which might result into unprecedented losses if not carefully approached but should be taken if circumstances demand. In the middle of the economic crisis, Gucci should not take this approach since it might result into more losses, especially the costs involved in promotion so as

Speech in Cyberspace and Internet Governance Essay

Speech in Cyberspace and Internet Governance - Essay Example In the situation, of Langdon versus Google, among others (Pd f), the plaintiff charged Google, Microsoft plus Yahoo for their letdown to run ads. These allied to the plaintiff's Web sites, which ostensibly exposed fraud committed by North Carolina administration officials and reported carnage supposedly done by the Chinese regime. The plaintiff quarrelled that the denial of the defendants dishonoured his foremost amendment plus other legal rights (Sinrod, 2007). What's more, the plaintiff alleged that all through Internet search engines are preserved by private firms, they fundamentally are public mediums, like malls with shopping centers, moreover, so are subject to the 1st amendment. The arbiter blew that tiff out of the water, stipulating that the plaintiff botched to appropriately affirm a claim for breach of his open speech rights in the 1st amendment, specifically given that the defendants are concealed, for-profit firms, not subject to legitimate free speech guarantees. The co urt judged "false" the plaintiff's squabble that someway the defendants were governmental "nation actors" who were required to defend the plaintiff's freedom of speech. In his ruling, the arbiter noted that the United States highest Court earlier had ruled that personal services that have been united to the public, like shopping hubs, do not offer a usual forum for the public to convey their views. The jury’s verdict with revere to the plaintiff's falsified speech rights is not terribly startling. The fraction of the judgment I found most appealing was the jury’s decision that the defendant’s search engines have 1st amendment privileges not to run the plaintiff's advertisements. Google squabbled in the protection of the dispute that, to run the plaintiff's ads, as called for, would oblige Google to talk in a way deemed suitable by the plaintiff; however, it would stop Google from talking in manners that the plaintiff would not appreciate. In a will, Google did n ot desire to be controlled by someone else as to the speech content it sends. Definitely, visualize a world wherever the law obligated they post whichever third-party substance. Over instant, the search engines plus Information Service Providers would mislay their ability to safeguard the uniqueness of the spots they seek to uphold (Knight, 2002, web). Bibliography Sinrod, J. 2007. Perspective: The freedom to disallow speech in cyberspace. Retrieved on November 3, 2011, from Knight, D. 2002. Writer and Editor of Science Fiction, Retrieved on November 3, 2011, from DQ2 Internet governance is the advancement and application by administrations, the private sector as well as the general public, in their particular roles, of shared ideologies, norms, rules, resolution making protocols, and programs that outline the progress and use of internet, (Pizzaleo, 2009, web).  

Scandinavian Settlement in Britain Essay Example | Topics and Well Written Essays - 2250 words

Scandinavian Settlement in Britain - Essay Example The Danish settlement of the territory of Five Boroughs was mainly considered simply and solely for their military character and the settlements were considered as results of the settling of the members of the army. Stenton and many others considered the hybrid names arose when the Danish army divided the land when they chose it for settlement. There was little consideration for the immigration angle. The historical significance of the Grimson-Hybrid, a term which has been given to those place names in which the first element is a Scandinavian personal name and the second element is Old English tus, is interpreted by Sir Frank Stenton and Dr. F. T. Wainright. Stenton pointed out their distribution in Nottignhamshire, their geographical positions, their historical background and suggested that it is unlikely that the villages with such names denoted new settlements of the Danes, but it is possible that they denoted acquirement of English villages by the Danish owner when the Danish Army divided out the land which it has chosen for settlement. But he argued that it does not mean that the English peasantry had been desettled by the Danish lords. He further argued that name of those villages were influenced by the local circumstances like the relative number of Englishmen and Danes lived thereby. Dr. Wainright, while accepting this theory pointed out that they are representative of an early phase of Scandinavian settlement. ... Wainright agreed to an argument put forward by Ekwall that there may have been many Danes where the hybrids occur, but there was also a powerful English element in the local population. Wainright felt that the Crimson-hybrids represented the movement of Danes from their initial settlements into English populated areas and where they met and mingled with them. Wainright argued that linguistically the Danes were strong enough to influence but not strong enough to dominate the English. He cites example of the linguistic balance illustrated by names, which appear with -bi in Domesday Book, but later changed to -ton to substantiate his argument. However Professor Hugh smith suggested that the names of the new Danish owners of those villages replaced those of the disposed English owners. Mr. Kenneth Cameron added one more dimension while agreeing to Stenton's argument that is of choice of site. He gave examples of Dove and Trent, which were on excellent agricultural land. Mr. P. H. Sawyer, challenging the theory of importance of the Grimston-hybrids as evidence for Scandinavian settlement, argued that Men of English descent also borne Scandinavian personal names in England and it can not be construed from the hybrid names that they are evidence of Scandinavian settlement. He was true in this context. In the history of English it is seen that Scandinavian personal names were adopted into general use and their use does not necessarily prove the racial origin of the men and women who bore them. To negate Sawyer's argument, it can be demonstrated that Grimston-hybrids fall into well defined topographical patterns and that they do show correlations to other names in the same areas. It also can be demonstrated that they are not

Harriet tubman Essay Example | Topics and Well Written Essays - 500 words

Harriet tubman - Essay Example Most were sold but she stayed on the plantation. When she was a teenager, she was told by the Overseer of the plantation to help him stop a slave that was running away; Harriet helped the slave instead. The Overseer was so angry about this that he picked up a two pound wait and threw it at the slave. He hit Harriet instead and almost killed her. She had headaches for the rest of her life (Bennett 50). At age 25, she married a free African American named John Tubman. Five years later, she was afraid that she would be sold somehow and quickly made her way to freedom, aided by a neighbor. The neighbor gave her a piece of paper with two names on it that were the first two safe houses on the Underground Railroad Route. Through a series of events after that, she escaped to Canada. She traveled to Pennsylvania where she met William Still, the "Stationmaster" of the Underground Railroad (History Net par 4). Many people say that everyone is destined to do something in the world and they must find what it is and do it. For Harriet, working as the "conductor" for the Underground Railroad was her destiny. Most people know that this wasnt an actual train, but a system of safe houses where slaves could stay on their journey to freedom. Slaves would listen to hear the code song: Once they heard this, they knew to get ready because the "train" was running and Moses had arrived. She was nicknamed Moses because her work was similar to what Moses did as he led the people of Egypt out of slavery. History reports that she made about 19 trips and helped 300 slaves escape to the North. This also included her family members. What she did was very dangerous because she had a price on her head that promised $40,000 for her -- dead or alive. During that time, she never lost a slave (Bennett, 52). After the war, Harriet moved back to her home in Auburn New York and opened the "John Brown Home," a home for indigent black people. She raised the money to buy the land and

Case Study 3 Example | Topics and Well Written Essays - 250 words - 3

3 - Case Study Example Many of these airfreight firms are turning to specialization, i.e. transporting heavy and oversize cargo. The pioneer and leader of specialized air freight operations are Volga-Dnepr, a Russian airfreight company (Europeanbusinessreview.com, 2012). One of the strategies that the company has employed to lead in this field is a thorough marketing campaign on the international market. They have also come up with a system of transporting different goods, and this has given the market a unique market product. Some of the unique products include; eighty-one ton coca-cola bottling equipment, heavy chemical reactors, oil and gas equipment and concert equipment for music artists. The unique opportunity enabled the company to obtain many international clients who provide Volga-Dnepr with ninety percent of its income (Europeanbusinessreview.com, 2012). The specialization strategy is the primary factor that has led the company to grow. Volga-Dnepr saw a problem and they came up with strategies to solve it. They have also embraced technology with the acquisition of new aircrafts and adding more to their freight. These are commendable policies and it is clear that Volga-Dnepr will continue to grow. Europeanbusinessreview.com,. (2012).  Innovative Technologies in Aviation Logistics | the European Business Review | Empowering communications globally. Retrieved 20 April 2015, from

Solar energy as an alternative energy source Essay

Solar energy as an alternative energy source - Essay Example (uk.news.yahoo.com 2011) Solar energy is more abundant, less exhaustible, and a more population free than any other source. Active and passive solar energy types are the major ones. The active systems are those that capture, stores, and distribute that energy from the sun. Passive systems provide the avenues for the sun to enter and they rely on natural airflow to provide distribution. (Goel, 2005 p109) The active solar system includes a collector, a storage mechanism and a distribution device. This type of the solar system has overcome the age-old problem of solar concept wholly. It is the most needed when the sun is not shinning at right for example, the storage area is usually water such as, an indoor swimming pool, stores or bricks located in the basement. The heat can be distributed as the need arises and it is extracted by means of pumps or fans, depending on the storage method. A passive solar system is not expensive as active system because it has only a device for collection which consists of a south facing solar panel that collects the sun rays. The method is effective in greenhouses and homes equipped with another back up heat source. The construction technique is followed to ensure heat is held once captured. Passive solar energy are used to heat water, grain, distilled water and also used in cooking. According to (Smith and Taylor, 2008 p2), the latest development with the solar energy concerns converting the sun rays that is, radiant energy, into electric energy. The second thermodynamics law states that heat is usually lost when we change the form of energy. The research indicates that 99% of radiant energy from the sun is lost in form of heat leaving the earth’s surface. The main goal of using solar energy to produce electrical energy is to use more efficiently the escaped heat of the sun. There is a more indirect method of converting the solar energy to electrical power. More research is being conducted lately on the direct conversion of sunlight to electricity by the use of solar cells. These solar cells are in need of more development before they are readily available to the public. The solar energy supply is unlimited and the supply is also renewable. The reliance of fossils fuel thus indirect population by the amount of solar produced can be reduced. Solar is a necessity because of the demand increase on the traditional energy and also the increasing costs relating to such an increase. There is no population generated as a result of its use. Every watt of power generated from the sun reduces the population thus solar energy is an excellent alternative energy. Other than the costs of manufacturing of the component, their purchasing and the installation costs, there are no other costs that are associated with the use after the initial investment outlay. To meet the needs, the electric solar system can be expanded by installation of more panels. It is notable that the demand of fossil fuels that is oil and natural gas decreases as the usage solar energy increases. Other advantages of alternative sources of energy is solar electric system can eliminate greenhouses gas emissions by an amount of 18tons. The solar energy can be used for the remote applications, heat water and space heating. (Craddock David, 2008 p 13) Solar energy as an alternative source of energy has various disadvantages too. Solar energy projects that are Large scale commercial involves a large area of land and involves

SWOT Analysis Essay Example | Topics and Well Written Essays - 1000 words - 1

SWOT Analysis - Essay Example It advances chess in the American culture through the hosting of the United States Championships. The performance of children and their character are improving. This is considered as strength. According to the mission states of the association, it aims at strengthening the character and the mind of the young scholars. This result is a clear indication that the foundation is realizing its mission statement. This strength is distinctive as the change can be felt in the entire nation. Strengthening the mind of children improves their academic performance. Also, the children affected will impact others and this guarantees the future of a nation. This shows that the organization is beneficial to the nation (Allison et al., 2005). Since the organization is a nonprofit organization which is still achieving its goals, then its volunteers feel motivated. With motivated volunteers, there is the assurance of quality delivery from them. This will also attract more volunteers who will want to work for the organization. With a large number of volunteers, it means that the organization is saving quite an amount of money that could be utilized to meet its goals. Thus the organization will continue being a success, as good work force is vital for success (Allison et al., 2005). The nonprofit organization faces deficit of funds to cover its expenses. It cannot match the salaries of its for-profit competitors. The staff therefore, may not be motivated by the amount of money they earn and the founders, by the profits that they make. This lowers their compensation and diverts their focus on the satisfaction they get from their work. Since the foundation is realizing its goals and making an impact in the entire nation, this should motivate the founders and the staff. The organization’s stakeholders should try to involve donors who provide funds and engage in activities that can raise funds for

Business Essay Example | Topics and Well Written Essays - 2000 words - 3

Business - Essay Example The environment, as a result, is influenced in a negative way. On the other hand, globalization has a positive impact on poverty reduction and wealth generation of the nations, thus proving them with a wider range of opportunities for sustainable development. Introduction Globalization, as a process of unification of global markets, has been much discussed in the recent years. There exist different opinions on the issue – some view globalization as a positive thing, while others – as a negative. However, a general common opinion is that globalization is one of the principal vehicles for economic growth and wealth generation. Therefore, the goal of this paper is to research and analyze the role of globalization in the modern world as that of the driver of economic growth and wealth generation. In addition, the relationship between globalization and sustainable development will be assessed and analyzed in order to determine compatibility of the two concepts. The analysis will be based on current examples in areas such as poverty alleviation and environmental protection. ... le development and how the two principles can be used on practice with the goal of achieving a sustainable competitive advantage in the global marketplace. In order to achieve the set goals the meaning of both concepts – globalization and sustainable development – should be defined in the first place. Definitions Knight (2000, 12) defines globalization as a â€Å"growing interdependence of national economies - involving consumers, producers, suppliers, and governments in different countries.† As a result, boundaries between foreign and domestic markets are loosing their significance and businesses have more freedom to operate in foreign countries. Among the results of the process of globalization is, as Dunning (1993, 43) outlines, intensification of competition. As an economic term, globalization refers to the increasing integration of global economy caused by â€Å"incessant flows of goods and services, capital, technology and information across national borde rs† (Lucas 2004, 1). At the same time, globalization stimulates international communication and intercultural exchange. So, in a broad sense globalization can be called a continuous process of internationalization that increases interdependence of world countries in such aspects as economy, politics and culture, among others. As for sustainable development, it can be defined as a system’s desire or tendency to continuously improve and achieve certain social objectives, such as social wealth and health, improved education, increased volume of resources or increased number of social freedoms (Pearce, Barbier, and Markandya 1990, 2). Though such an improvement within the system does not have any time limits, the term implies that the changes taking place always lead to improvement and benefits the system

Accounting Information Systems Simulation Paper Essay Example for Free

Accounting Information Systems Simulation Paper Essay Internal controls are all measures taken by an organization for the purposes of protecting its resources against waste, fraud, or inefficient use; ensuring the reliability of accounting data; securing compliance with management policies; and evaluating the performance of all employees, managers and departments within the organization. The accounting system depends upon internal control procedures to ensure the reliability of accounting data. Many internal control procedures on the other hand make use of accounting data in keeping track of assets and monitoring the performance of departments. Internal control is looked upon more and more as a solution to a variety of potential problems. The effectiveness and efficiency of operations as a technique relates to performance and profitability goals and safeguarding of resources. The Accounting Information System Simulation made me realize that there is an advantage having one person control multiple activities. The disadvantage of having the same person performing multiple activities is having in a process increases if one person has the opportunity to control more then one step of the process. This risk is even more if the person controls consecutive steps because there is no intermediary to check that the steps are not manipulated for personal gains. The separation of duties activity aims to minimize risk by separating the steps of a process in such a way that different person are recording transactions, authorizing them and maintaining custody of assets. See more: Sleep Deprivation Problem Solution Speech Essay The line draws when it comes down to what I thin is right for a company. The simulation solution was that access cards were the best solution. In the stimulation I chose to have the hand clock in machine. Having employees clocking in through the hand machine may be degrading to employees, but at the same time make sure that employees do not have other employees clocking in for them. Some of those hand clocks in machines have little cameras that take a picture every time an employee clocks in or out. Prioritization will affect Ramos International expected loss over the year if the right decision is not made. In the stimulation the effects that I chose were good but not right. The order should follow as secure cash, building, and computer network which will result in the least loss over the year. www.Investopida.comwww.wikipedia.comwww.businessweekly.com

Determinants Of Infant Mortality Health And Social Care Essay

Determinants Of Infant Mortality Health And Social Care Essay The infant mortality rate of African American newborns within the first year of life is more than twice that of white newborns and higher per 1,000 deaths than any other racial or ethnic group in the United States. Using social ecological model as the theoretical framework, the goal is to understand the causes of racially disparate infant mortality rates. This paper will present health disparities and related social inequities that may underlie these troubling outcomes for childbearing women and infants in the United States. Introduction Infant mortality rates are often used as a measure of a populations general health status, socioeconomic conditions, and availability and access to quality health care. The decrease in the rate of infant death in the United States has been observed for births to both white and black mothers. Although there has been general improvement in infant survival, there has been widened gap in the racial disparity in infant mortality rates. The ten leading causes of infant mortality in the United States are: 1) birth defects: 2) causes related to short gestation or low birth weight (LBW); 3) sudden infant death syndrome (SIDS); 4) maternal complications of pregnancy; 5) complications of placenta, cord, and membranes; 6) accidents; 7) respiratory distress of newborn; 8) bacterial sepsis of newborn; 9) diseases of the circulatory system; and 10) intrauterine hypoxia and birth asphyxia. Infants born to black mothers had the highest IFM due to prematurity and LBW. Additionally, low birth weight and premature infants who survive the first year of life continue to face serious health problems and developmental problems. The social-ecological model has been chosen because it takes in account factors that influence disparate rate among black American infants. Disparities in infant mortality by race and class continue to be a national disgrace. The purpose of this study using the social ecological model will be: (1) discuss individual factors that influence infant mortality and (2) discuss multiple levels of factors that influence infant mortality rate. Methods The literature was searched using the databases of CINAHL, Pub Med (Medline), Eric, PsychInfo, Science Reference Center, and SocioIndex for the years 199-2010. The search terms included social ecological, black women, African American women, parenting, infant mortality, health, social inequalities. Inclusion criteria included a) original research; b) studies published in English; c) peer-reviewed journal; d) articles on black woman and infant mortality; and e) social ecological model. Of the 140 articles identified, only those studies with health, social determinants, black women, social ecological model, African American in the abstracts and full text articles were include (n=39). Social Ecological Model Vulnerable populations are at substantially greater risk of poor physical, mental and social health and have much higher rates of morbidity and mortality. Despite these greater health needs, they also typically face greater barriers to accessing timely and needed care and, even when receiving care, have worse health outcomes than others . The social ecological approach considers the nested arrangement of behavioral and environmental determinants of health. posits that concepts of health promotion require analysis of the health habits and lifestyles of participants, as well as constraints and resources present within participants environments. Secondly, the social ecological approach recognizes the importance of changing interpersonal, organizational, community, and public policy.Finally, the social ecological model has been chosen to analyze personal, community and societal institutions impact on infant mortality. Results Intrapersonal Resources The intrapersonal resources include individual characteristics such as perceived lack of knowledge, attitudes, beliefs, health practices, age, race/ethnicity, income and education and employment status variables effect infant mortality . In order to understand the individual interpersonal characteristics one needs to critically examine the mothers knowledge regarding maternal education and health practices. Social inequities related to educational opportunities and social resources may influence health behaviors or practices that are associated with infant health. Compared with women who receive adequate prenatal care, those who do not seek a reasonable amount of care tend to be young, less educated, single, and/or to have other children . have documented the powerful association between a persons socioeconomic status and mortality. The gap in infant mortality based on mothers years of formal education has also widened significantly over time. Maternal education appears to be an increasingly important predictor of infant survival. Researchers observe that key risk factors for infant mortality, including smoking during pregnancy, delayed or no prenatal care, and lack of health care coverage, vary substantially with socio-economic status and maternal education . Behavioral factors account for about half of premature mortality, and almost all vary by socioeconomic status. The greatest behavioral risk for premature mortality is tobacco use. In 2005, the IFM rate for infants of mothers who smoked was 74 percent higher than the rate for nonsmokers . Those with less education and less income are more likely to smoke. Smoking prevalence reflects likelihood of initiating smoking as well as of quitting, and different policies are relevant for those stages of smoking. However, the more educated were more likely to try and quit, and among those who tried to quit with higher incomes were more likely to succeed. This suggest that efforts to encourage quitting need to be geared more strongly to those with less education and that the means of quitting need to be made more accessible to the poor. Breastfeeding has been shown to reduce rates of infant mortality in the United States and worldwide . However, the rates of initiation and maintenance of breastfeeding are less frequent among black women than white and Hispanic women,. Maternal education again is associated with substantial disparities: women with 9th-to 11th grade education are least likely to breastfeed to 6 months, whereas women with college degrees are most likely to do so as well as to report ever breastfeeding with the most recent birth . Infant mortality rates vary with maternal age, with the highest 2005 death rates documented for infants of the youngest mothers those under age 15 (16.4 per 1,000 live birth), and oldest mothers- aged 40 and older (7.9 per 1,000 live births) . Among older mothers, especially those of low social economic status, infant mortality rates may be affected by pregnancy complications related to advanced maternal age, such as gestational diabetes mellitus and hypertensive disorders. Other contributing factors are black womens higher rates of intra-uterine growth restriction, preterm premature rupture of membranes, placenta previa, preterm birth, very preterm birth, cesarean delivery, light vaginal bleeding, and heavy vaginal bleeding compared to the white population . Chronic stress can affect health both directly and indirectly through its effects on health behavior. While people in all walks of life experience stress, lower-SES persons live and work in more stressful environments. Higher IFM among well- educated black women has been attributed to their cumulative experience of chronic stress over the life course, which causes wear and tear on their reproductive health over time. identified a number of factors that contribute to greater stress at lower SES levels, including economic strain, insecure employment, low control at work, and stressful life events. determined that lifelong accumulated experiences of racial discrimination by black American women constitute an independent risk factor of preterm delivery. noted association between black American womens exposure to chronic stress from interpersonal racism and infant, very low birth weight (VLBW). Black American women who were exposed to what they perceived as racial bias and internalized their responses to unfair treatment had a fourfold greater risk of hypertension as well. proposed the classic host (i.e., pregnant women), environment (i.e., chronic social stressors), and agent (i.e., immediate emotional stress or physical stressors) are ongoing stressors as well as social and cultural modifiers of stress may have influence on how particular stressors is experienced or what the physical response to it may be. Researcher have also suggested that being a woman is a characteristic that cannot be neglected in the context of maternal stressors. Being a black woman produces a double effect of racial and gender discrimination and related stress which in turn impacts their health and the outcomes of subsequent pregnancies. Interpersonal Resources Interpersonal resources include culturally relevant social support as well as social norms that may facilitate behavioral capacity and health behavior change . Research has confirmed that loneliness is detrimental to health. Good health is positively correlated with involvement and satisfying relationships with other people. Studies show that married people live longer than unmarried people and that there are lower death rates among those who have lots of social support. A social network not only assists with instrumental assistance such as childcare, finances and housing, but it is a persons major source of emotional support. A personals level of social support is one of the most potent indicators her degree of vulnerability . Broken relationships create lifelong conditions of high stress and low support, which in turn pattern physiological, psychological, and behavioral responses that put the mother at risk for poor nutrition during pregnancy, and her baby at risk for fetal and infant deaths. Black American families are disproportionately affected by broken relationships, which contributes to disparities infant mortality . Infants born to unmarried mothers had higher IMR compared to those born to married mothers in 2002. However, the IMRs are significantly higher for married black American mothers than for unmarried black American mothers. In a report, maternal grandmothers were more frequently nominated than other source of parenting help including spouses, current or former partners, relatives, friends and professionals. Grandmothers have a tremendous influence on a womans lived experiences. Maternal grandmothers tend to improve child survival rates, as do potential sibling helpers at the nest. In this study, researcher suggests that while help from family may be a universal feature of human child-rearing, who helps is dependent on ecological conditions of the family. Fathers can also have a tremendous influence on the health of mothers and their infants. Some fathers focused efforts are under way in the United State, including the USDAs Fathers Supporting Breastfeeding Program, which uses a video, posters, and brochures designed to target Black men. Poor family and social support, negative attitudes of family and friends can pose a barrier to good health practices. , observed that there was an association of single motherhood and negative birth outcomes with single parent household, which occurred more often and longer than married or coupled households. Community and Environmental Resources The community resources and environmental resources may have a significant impact on individual characteristics of the mother, for instance, substandard housing, lack of transportation, and child -care problems can prohibit a mother from attending prenatal classes or obstetrical appointments. A key to reducing infant mortality is to address the barriers that stand between low-income women and adequate prenatal care. Racial and ethnic minorities tend to live in medically underserved areas, and many black American and Hispanic families lack a regular source of care, making do with outpatient clinics and hospital emergency rooms in times of crisis . According to a study by the Agency for Health Care Policy and Research, low-income pregnant women are more likely to seek and be satisfied with prenatal care if they can avoid long waiting time, see providers who explain procedures, and have access to ancillary services, especially substance abuse services and childbirth education. Health pr oviders have also begun to understand the need for culturally competent providers and the availability of medical personnel who speak the patients primary language. Exposure to damaging agents in the environment, including lead, asbestos, carbon dioxide, and industrial waste, varies with socioeconomic status. Those lower on the SES hierarchy are more likely to live and work in worse physical environments. Poorer neighborhoods are disproportionately located near highways, industrial areas, and toxic waste sites, since land there is cheaper and resistance to polluting industries, less visible. Housing quality is also poorer for low-SES families. As a result, compared with high-income families, both children and adults from poor families show a six fold increase in rates of high blood lead levels, while middle-income adults and children show a twofold increase Economic differences do not fully explain the persistent high infant mortality rates of black American women and other minority groups. Several studies in the early 90s examined the effect of racial residential segregation on the health outcomes of Black Americans and a positive association between black-white dissimilarity and black infant mortality rates was shown after controlling for metropolitan area poverty rates. After an initial focus on infant mortality, several authors examined the association between racial segregation and mortality in other age groups. Their general finding indicated that black mortality is positively associated with residential segregation and with residence in predominantly black areas. Current research still indicates racial residential segregation as one of the fundamental cause of racial disparities in health. The physical separation of the races by enforced residence in certain areas is an institutional mechanism of racism that was designed to protect whites from social interaction with blacks. The degree of residential segregation remains extremely high for most Black Americans in the United States. The authors review evidence that suggests that segregation is a primary cause of racial differences in socioeconomic status (SES) by determining access to education and employment opportunities. SES was determined to remain a fundamental cause of racial differences in health. The US sociological literature suggests that residential segregation along racial/ethnic lines is not primarily a result of the residential preferences of minority groups. National and metropolitan area surveys have shown that, on average, Black Americans and Hispanics would be more willing than Whites to live in relatively integrated neighborhoods. On the other hand, several studies, including audit studies involving experimental designs, have indicated that Black American and Hispanics continue to face discrimination in housing and mortgage markets even after income has been controlled. Discrimination prevents upwardly mobile members of minority groups from becoming more spatially integrated with Whites. Organizational Resources Organizational resources have a strong effect on the individual characteristics of mother. Lack of access, provider availability and geographic distance, quality of care, timeliness, and types of services creates health disparities for minority women. If a client lives 3 hours away from the regional medical center, the client will have an increased burden placed on her because of the lack of resources available in her own community. used the ecological model as a framework for applying social justice concepts to the care of childbearing women and families. They discovered by addressing health disparities exclusively on an individual level ignores the effect of social practices and institutions on the health of childbearing women and infants and serves as a barrier to achieving the goal of social justice. Although there are a number of mechanisms through which socio-economic status influences health, there is a distinctive link between utilization of health care services and health st atus. Prenatal care most often is associated with medical care, in which case it is an important factor in the prevention of poor birth outcomes, particularly prematurity and/or low birth weight and their associated neonatal mortality . Typically, efforts to improve infant health in the United States have focused on timely, appropriate care during pregnancy and delivery. While these services remain the keys to giving babies a good start in life, they do not sufficiently address the maternal health problems that often underlie infant mortality. There is a growing consensus that prevention efforts need to begin well before conception, especially for those mothers at greatest risk for poor pregnancy outcomes. Several months of medical attention cannot overcome many years of disadvantage and poor health. Women, particularly minority women need good care between pregnancies. Good maternal health requires diagnosis and management of chronic disease well before conception. But lack of health insurance keeps women from getting the care needed to maintain their own health and improve their chances for healthy pregnancies. Before pregnancy, women qualify for Medicaid only if they have extremely low incomes- well below the poverty line (68 percent of the Federal poverty line for working women, and under 41 percent for those who do not work). Once they become pregnant, women are held to a less stringent requirement (185 percent). As a result, many low-income women who qualify for Medicaid only after a confirmed pregnancy test often experience delays in enrollment and referral to a provider suggests that disparities in neonatal mortality are primarily determined by not only the birthrate of extremely premature infants but access to specialized obstetrical and pediatric care. This analysis suggests that the epidemiology and social meaning of disparities in infant mortality are intensely dynamic and increasingly reflect the interaction between social forces and technical innovation. interviewed a total of 6, 2999 white, black American, Hispanic and Asian adults, to view their differences in perceptions of health care system. It was determined that bias and cultural competence are not fully explained by such factors as demographics, source of care, and patient-physician communication, but it may partially explain disparities in patient ratings of individual health care provider cultural competence. As such, interventions aimed at improving access to a regular source of care and enhancing patient-physician communication may improve patient ratings of interpersonal bias and cultural competence of physicians; however, such interventions alone are not likely to substantially improve ethnic minority patients perceptions of bias and cultural competence in the health care system as a whole. Moreover, disparities in preterm births have proven very difficult to overcome. In 2005, the preterm-related infant mortality rate was more than three times higher for black mothers than for white mothers . Infants chances of survival often depend on technology and expertise available at local hospitals. Hospitals serving a high proportion of minority patients have higher than expected mortality rates for infants born at very low birth-weights . In 1999, Congress requested in the Institute of Medicine (IOM) report, entitled Unequal Treatment: Confronting Racial and Ethnic Disparities, in Healthcare, assess is the extent of racial and ethnic disparities in healthcare, the study concluded that although myriad sources contribute to these disparities, some evidence suggests that bias, prejudice, and stereotyping on the part of healthcare providers may contribute to differences in care. From the IOM report, assuming that access-related factors- such as insurance status and the ability to pay for care are the same, the possibility that overt or subtle biases or prejudice on the part of healthcare providers might affect the quality of care for minorities; suggests the need for intervention strategies to improve access to quality health care . Discussion The impact of social and environmental factors on the behavior and health of individuals and populations has been understudy for years. Addressing health disparities from an individual, community and organizational level is important to the social health of United States. Nationally, black infants have the worse birth outcomes than any other racial and ethnic group. By exploring the social ecological model a more comprehensive approach to acknowledging how individual challenges, environmental resources, and organizational structures influences the health behaviors of black women. Social inequities may contribute to differences in access to or quality of health care, which leads to less knowledge and skill in promoting personal and family health, thus results in poor health and birth outcomes. To rekindle concern about infant mortality to the level of effective action, public health professionals must refocus the publics attention on assuring that all women are provided adequate education and services to help them avoid unintended pregnancies, that all pregnant women receive services in appropriate facilities, and that the causes of preterm deliveries are discovered. Effective action in these areas would not only improve infant mortality overall; it would also reduce racial and ethnic disparities in infant health . Implications for Research and Practice In summary, prevention of an infant early death is not a health outcome, but rather a surrogate endpoint for optimum fetal, infant, and lifelong health. Racial and socio- economic disparities in rates of preterm birth and infant mortality area among the most widely recognized but, least understood aspects of infant and maternal health in this country. In particular, the persistent black/white differential requires intensive study. At any age, and at any income, education or socioeconomic level, an black American mother is more than twice as likely to lose her infant as a white woman. Given the complexity of the layered intrapersonal, interpersonal, local, and national contexts in which social justice operates, and realizing social justice is a work in progress; we can certainly help move nursing and medicine toward integrating concepts of social justice for the betterment of society, as a whole . Adoption of universal health-care coverage for women and children and providing optimum work policies for women is worthy goals. Additionally, new interventions designed with the social context of friends, family, and neighborhood associates, can be used to improve birth outcomes.