Sabmiller Sources of Finance

SABMiller should combine those 4 sources of finance: retained profit, issuing shares, bond, debenture and bank loans. Each source of finance has its own advantages and disadvantages: †¢ Retained profit: When SABMiller use retained profit, it do not have to pay any brokerage fees. Retained profit is also flexible and simple. The manager can use this source of finance for different purposes. Because retained profit belong to the whole company, not any individual so there is no dilution of control. Furthermore, ‘all profit from investment belong to shareholders’.However, using retained pro fit could decrease the possibility to pay and paying high dividends to shareholders. †¢ Bank loans: As a new company enters Vietnamese market, SABMiller needs a large sum of capital to bulid its offices, equipments, raw material and invest in potential projects to earn more profit for its first stage of development. Therefore, borrow money from banks is a very suitable source of finance because they can provide a large amount of money. But asking for a loan from banks is so risky. When the company borrow money from banks, it must pay enough interest on time and the interest rate may be very high.Before lending the firm money, banks would look at SABMiller’s characters, ability to pay back, purpose of the loan, the amount of the loan, the repayment terms of the loan and secutity. If the business did not pay back the interest on time, it is nearly impossible for it to borrow money again. †¢ Issuing shares: It could be a long term source of finance when SABMiller is listed in stock market. If the firm has nice reputation and work well, it will motivate more shareholders to buy the shares, so SABMiller could raise a large sum of capital.Moreover, when the company issues share, it is more difficult for SABMiller to lose ownership and have takeover risk. But as well as its advantages, issuing shares also has many limitations. If there is a reduction on in a shareholder’s percentage of controlling a company, the dilution of control will appear. The cost involved may be high, such as floatation cost, brokerage fees, underwritten fees, administrative fees, legal. Furthermore, issuing shares is so adventurous and risky because if the performance of the company go down, the price of shares will decrease, even it might be very low.The business can have backrupt trouble when the price of share go down too much. When SABMiller cannot repay the debt to creditors, it will lead to backruptcy. †¢ Issuing bonds and debentures: These sources of finance could be used in long term. The company could have a less expensive loan from its creditor. However, debenture stock have to compete with gilts to draft investors. And because debenture stock has higher risk, ‘company debentures must generally offer a higher rate of interest than the interest rate of gilts’. Unless the business pay their debt on time, it will lose its assets and money.

Got Milk Study Essay

â€Å" Got Milk? † 1. You are the California Mike Processor Board (CMPB) and your advertising agency was the originator of the successful â€Å"got milk? † campaign. Now all milk producers, including your competition are using the same advertising. How might you establish points of difference from your competitors selling milk? * Spread a new kind of portable packaged dairy beverage. It’s mainly made from milk but with fresh taste, which is distinguished from the pure milk. Also, it has many flavors, like peanut, almond, cashew nut, coffee, blueberry, banana, apple and other fruits. Expand â€Å"Got milk? † meaning, added it with â€Å"Got Milk Today? † and â€Å"Just Drinking Milk for Fun†. * Switching consumers’ traditional concepts that â€Å"I should† to â€Å"I want†. The new message aims to remind customers the possibility of â€Å"drinking milk when you just want a drink† instead of regarding milk only as â€Å"a necessity with cereal†, †an accompaniment with cookies and sandwiches† or â€Å"an ingredient in coffee, milkshakes and soup†. * Launching a new campaign to persuade consumers that the new milk beverage can be drunk not only in the breakfast, but also in any occasions people want to have a drink. Also, this kind of new dairy drink is suitable for any age, not specific for the youth or children. * Expand the distribution channels that consumers can easily access to this dairy beverage, especially in the restaurant, fast food chains, convenient stores, vender machine, etc. 2. Create your â€Å"brand image† of milk. What are the key associations of milk in the minds of consumers and how have you arrived at your answer? * Our brand image is â€Å"Got Milk For Fun Today! †, which means consumers can drink this dairy beverage anytime and anywhere, when they want to drink something, as the same as they want to drink sodas, juice, coffee, tea or hot chocolate. The new California dairy beverage is made from milk containing rich calcium and protein, which is healthier than sodas; it is more tasty than milk itself since it has been made into various flavored beverages; and it has convenient bottled-package as other beverages which can be drunk in the fancy restaurant, at school, in the gym, in driving-car, even in a bar. * According to the UDIA national consumer survey results, most people think milk is a healthy drink, a good source of calcium, a need for youth, as well as adults. And usually people drink milk when they eat breakfast with cereal, lunch with sandwiches, dinner with family meal. In a word, people are seldom â€Å"willing† to drink milk itself and few people would think of milk as beverage outside home. * Therefore, we want to change the â€Å"serious food† image into a kind of â€Å"entertainment† with the idea â€Å"Drink Milk for Fun†. We attempt to impress consumers that this flavored healthy dairy beverage is also can drink outside when you talk with friends, walk to somewhere, dine out with family, etc. The â€Å"end-users health benefits of milk† are just moderately motivation, but â€Å"have fun† can be a more effective motivator. We want to build up a new connection between fluid dairy and consumers’ interests in our brand image to remind consumers that milk is not a â€Å"forgettable† beverage in everyone’s life. 3. What is more important for the successful long—term growth of milk, â€Å"brand performance† or â€Å"brand imagery† and why? * â€Å"Brand performance† describes how well the product or service meets customers’ more functional needs. * â€Å"Brand imagery† depends on the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs. * Brand imagery is more important for the long-term success of milk growth. * Since milk is a kind of product which owns high awareness among end-users, everyone knows it’s healthy, but it doesn’t mean that they have desire to consume it, especially for its old-fashion and serious image. Therefore, it’s more important for us to change the traditional brand imagery in customers’ mind, especially the purchase and usage situations. As most customers consume milk only with other food and only at home for breakfast, to increase the purchase and consume of milk, the first thing is to increase the possible occasions for milk consume in customers’ mind. * In addition, customers know milk’s brand performance well, so it won’t be that helpful for long-term growth if we focus on the functional needs. However, consumers who are high â€Å"self-monitors† and sensitive to how others see them are more likely to choose brands whose personalities fit the consumption situation. So it’s more effective to advertise psychological and social needs, to establish the associations with â€Å"fun†, and provide customers with fresh feelings and ideas about milk, like what â€Å"Got Milk? † have done years ago. 4. What are the Points of Parity and the Points of difference for milk versus other beverages consumed at breakfast? * Since there are various beverages, we discuss the parity and difference based on the different kinds of beverage. * Point of Parity of milk versus other beverage: Fruit juice, coffee, tea & Milk: necessary for people at breakfast Fruit juice & Milk: contain rich nutrition. Coffee, tea & Milk: various flavors * Point of difference of milk versus other beverages: First, milk is a necessity with cereal and some other food in the breakfast. Unlike fruit juice, milk can be an ingredient in the morning coffee and tea. Second, it’s a healthy benefit for growth and good source of calcium, which cannot be replaced by any other beverage. In addition, comparing with addiction to caffeine by drinking coffee, milk drinking for years only benefits people’s health. Last but not least, milk is relatively cheaper than other beverage. 5. The â€Å"Got milk? † advertising campaign in some form has run for over ten years. What can the California Milk Processors Board do to keep the message and strategy fresh in the consumer’s minds? * In this more than-ten year campaign, the â€Å"Got Milk† and â€Å"Milk Mustache† are still fun but not enough to catch consumers’ eyes. No matter how wonderful the â€Å"Got Milk? † campaign is, year after year, people will be fed up with the same message and strategy. * To retrieve the energy of advertising, we deliver some new messages and strategy to bring some fresh air into â€Å"Got Milk? † campaign. Adding the new element â€Å"Drink Milk for Fun† in the â€Å"Got Milk? † means changing the â€Å"milk is as boring as a beverage could possibly be† image in consumers’ minds. As a result, it appeals consumers to keep the interests in consuming more milk. * Engage consumers in the new campaign. Increase consumers’ awareness of drinking more milk by lunching promotion include the free sample-drinking on the downtown street, direct mail with coupon, social activity like dairy fan club etc. * Ultimate goal is to remind consumers to think of milk as a kind of beverage and to drink milk itself, or better, drink more. The new element in advertise will also recall people’s good memory of the â€Å"Got Milk? † in the past.

Persuation in Communication Essay

The concept of Persuasion has been developed between the 1940s and 1950s after studies aimed at defining the optimal persuasive effectiveness of Propaganda, being it political or an advertising campaign. Like the Hypodermic Needle Theory, it considered audiences passive although the scope of a campaign switched from manipulation into persuasion. Researches on Limited Effects of mass communication demonstrated that messages are successful only if they embed the same opinions of their receivers. Therefore, the focus of any campaign has to be on individual psychological factors. Unlike the Hypodermic Needle Theory, Persuasion Theory considers the Stimulus-Response model as interposed by a filter: individual’s specificities, i.e. psychological characteristics of an individual. In this perspective, persuasive messages are thus able to activate an attitude change that can modify behaviors of consumers, voters and individuals in general. According to Persuasion Theory, the communication process consists of a three phase model: Communication-Attitudes-Behavior. See also the communication process of: Limited Effects Theory and the Two-Step Flow Model. Unlike the Play Theory of Mass Communication, the concept underlying persuasion is that information is provided to influence receivers’ behaviors. Once they had developed the concept of persuasion, researchers on Persuasion Theory focused on the audiences and the content of messages. Audiences in Persuasion Theory 4 psychological factors of audiences have been identified: An audience is interested in getting information. To reach a bigger audience (including those who seem to be not interested in certain information at that moment) the message has to be designed to capture people’s attention. Selective exposure. People are more interested in a message if it supports the same opinions and ideas that they already have. Selective perception. Audiences select information that is right for them, and a message can be voluntarily misunderstood or simply not caught if audiences haven’t chosen to receive that piece of information. A receiver perceives opinions embedded in a message according to Messages in Persuasion Theory Regarding the message, Persuasion Theory identified 4 factors that facilitate and reinforce the persuasion process: The credibility and reputation of the communicator. It implies the acceptance of the message by a receiver: the level of persuasion is low if the producer of the message is considered not credible or reliable. The order of statements. In this respect there are two different schools of thought: some consider it more effective to put opinions supporting a defined position at the beginning of the message transmitted (primacy effect); others sustain the opposite (regency effect). Completeness of statements. If receivers are not in favor of a certain opinion, the persuasion increases when a message contains both supporting and contrasting statements regarding the opinion. If receivers agree on a certain opinion or are not knowledgeable or educated, it is better a message includes only pros of the opinion supported. In any case, it has negative effect in terms of persuasion if any relevant topic about an opinion is omitted in the content of the message. Announcement of conclusions. If a receiver is interested in a message it is better not to barely state the conclusions of the message, but to leave them implicit. Application of Persuasion Theory Persuasion Theory can be applied in: Politics: to promote certain candidates, persuade voters to switch their preference, convince masses about needed changes or about the validity of certain political commitment for society. Business: in advertising, to position products or services in consumers’ mind, to persuade prospects to switch supplier, to create a need for new products, to sustain sales of cash cows businesses, to change organizational culture, to support or implement a change project. Conflicts and negotiations. Strengths of Persuasion Theory. Benefits The main advantage of Persuasion Theory is that it offers cost-effective approaches for various uses. It can help in many different kind of situations: from resolution of conflicts to solve organizational, advertising, sales and marketing issues, but can also help in interpersonal relationships. Limitations of Persuasion Theory. Disadvantages An authoritative source of limitations of Persuasion Theory is a book â€Å"Power and Persuasion: Ideology and Rhetoric in Communist Yugoslavia: 1944-1953† from Carol S. Lilly. The author analyzed the most frequently used Persuasive Techniques to sustain a long-term cultural transformation of society. Lilly’s conclusions are: 1) Persuasion is most effective when a communicator builds on existing values and beliefs. The attempt to change people’s values or create new ones has proven to be highly ineffective. It is often impossible to radically transform an existing culture. 2) Since persuasion is predominantly utilized in newspapers, radio, television, education and arts, those who don’t enjoy these tools are less likely to be persuaded.

Systematic Review on Is the Effect of Physical Activity on Cognitive Research Paper

Systematic Review on Is the Effect of Physical Activity on Cognitive Function a Risk Factor for alzheimer's in Older Adults - Research Paper Example The risk of suffering from Alzheimer disease is evidently higher among adults suffering from Mild Cognitive Impairment with lack of frequent physical exercise. The main purpose of this paper is to examine the published literature from peer articles on Alzheimer disease in Older Adults. Precisely, the paper will explore the question: Is the Effect of Physical Activity on Cognitive Function a Risk Factor for Alzheimer in Adults? The risk factor is anything that affects possibility of a person in getting an illness, in this case Alzheimer in Adults. However, being exposed to a risk factor does not necessarily mean that a person will be affected by a specific disease. A risk factor in this case alludes to the probability of one getting harmed due to the level of exposure. It can also allude to the likelihood that an individual is harmed due to the level of exposure to a hazardous condition. Physical activity has been cited by many health researchers as one way of keeping one healthy; some research in regard to mental functioning have also asserted that the proper functioning of various aspects of the brain can be facilitated with performing ph ysical exercises. With regard to Alzheimer in Adults, various results from researchers have indicated that physical activity on cognitive function a risk Factor for Alzheimer in Adults. Relevant peer articles have been used in support of these results. In order to conduct this research a variety of eight peer reviewed journals addressing issues ascribed to the relationship between physical activities, cognitive functioning and Alzheimer disease were explored. They basically provide information regarding the specific research question addressed herein. The content of these articles include past researches that have been undertaken to determine of lack of physical exercise could be a cognitive risk factor to Alzheimer. Important information was extracted from the article in order to

Meat and milk factories Essay Example | Topics and Well Written Essays - 1000 words

Meat and milk factories - Essay Example In fact, we can delude ourselves into believing that the animals do not have any thoughts, feelings or emotions. This, in turn, means that we can treat our animals in any way that we choose. This essay will show specific examples of how horrible we treat our animals, and makes the argument that, if humans could identify more with animals, animals would not be allowed to be treated as they are. The point that Singer and Mason were trying to make, when they talked about how we, as humans, use completely different terminology when referring to animals, as opposed to referring to humans –such as using the term farrowing for giving birth, feeding for eating, and gestating for being pregnant – is that it separates the animals from the humans in our minds. It makes it seem as if they are less than us, different from us. Of course, they are different from us, but it is this difference which allows us to treat them in a manner that we would never treat our fellow man. In the cha pter titled â€Å"Meat and Milk Factories,† Singer and Mason presented examples of how we treat animals, and how this is not the way that we would treat one another. They began to detail the life of a farm pig. First of all, they state that the pigs are kept in a crate which is too narrow for them to turn around or walk more than a step or two forward or backwards. â€Å"More than 90% of pigs raised for met today are raised indoors in crowded pens of concrete and steel, and don’t even have straw to bed down in† (p. 45). These pigs are locked in these crates for life. This is because there are little protections for them. At this time, there was not a federal law that governed how farm animals were to be treated while they are living on the farm. The lack of a federal law is the reason why farmers are allowed to treat pigs in the manner that they treat them – keeping them in crowded pens of concrete and steel, never letting them outside to root around, and not even providing them with straw to lay on. This is especially true for breeding sows, who produce one litter after another, while living in tiny crates which are a foot longer than their bodies. Singer and Mason state that 90% of breeding sows in the America’s 10 largest producers are kept in this manner. This causes the pigs to show signs of clinical depression and stress, because it goes against their basic nature, which is to explore their surroundings and root around. This is because keeping them in this manner goes against their basic nature, as pigs are â€Å"sensitive, intelligent, and highly social animals,† and the conditions provide them with â€Å"nothing to do all day. They cannot walk around or socialize with other sows. All they can do is stand up or lie down on the bare concrete floor† (p. 46). Other examples in this chapter also show how we treat our animals. For instance, there was a sow with a broken leg, who was due to farrow the following week. A vet wanted to fix up the leg, but the farmer would not allow it – he said that he didn’t have the money for this. The sow would be shot as soon as she gave birth to her piglets. According to Singer and Mason, â€Å"

Americas defense spending Essay Example | Topics and Well Written Essays - 1250 words

Americas defense spending - Essay Example the portion of the United States federal budget set aside for any expenses on behalf of the Department of Defense and defense-related expenditures in general. This includes the training, salaries, and caring for all military and civilian personnel, along with maintenance of facilities and equipment, in all branches of the United States military. This expansive definition of defense spending puts the 2009 Department of Defense figure at approximately $1 trillion (Higgs). Such an expansion in the budget for defense inevitably follows as a direct consequence of military operations in Iraq and Afghanistan. These two conflicts fuel the rapidly expanding allocation of federal tax revenue into defense. The efficacy of these expenditures in bringing about meaningful or measurable benefits for the American people is subject to some debate, as well as the issue of whether to increase the already overwhelming figures related to military budgets. Convincing arguments can be made for each side, w hich makes the question of increasing defense spending difficult to resolve in simple terms. In 2009, approximately 21% of the United States federal budget, and 24% of federal tax revenues, is allocated to the Department of Defense, with an additional 10% to 17% allocated to defense spending outside of the Department of Defense. Annually, military budgets expand by approximately 9%, and have done so since 2000 (Congressional Budget Office). In this time, total Department of Defense spending adds up to 4.8% of the U.S. GDP, which is not historically high, even while the Department of Defense budget, in absolute terms, is the highest it has been in history. A roughly 1% expansion in defense spending would put that 4.8% plateau of GDP back into peak military spending seen during the climax of the Cold War immediately before the collapse of the Soviet Union. The immediate impact, or tangible result, of this expansion is unclear. Nevertheless, arguments can be made for further incremental

Management and Leadership Assignment #1 Essay Example | Topics and Well Written Essays - 750 words

Management and Leadership Assignment #1 - Essay Example Vandebroek, the Chief Technology Officer in Xerox, engages into a thorough discussion of the importance of innovation in the technology industry and the critical role of managing innovation in eventually gaining competitive advantage. According to the case study, Vandebroek distinguishes innovation from simple invention largely on the basis of their differentiation in orientation. As Noteboom (2000) claims, invention is the ‘obsession’ to create something new in a radical manner, whereas innovation is actually the process of transforming the new idea into marketable products or services. The underlining difference lies in the fact that while invention is the art of designing a new product or service, innovation is what actually matches the fit between this new product and the overall market. Innovating, according to Vandebroek, substantiates with the ability to introduce and launch new products that are necessary for the customers and which can yield economic returns and profits for the company. The distinction is directly related to the three stages of innovation as the term invention practically refers to the first two phases; concept and product technology. Invention, in other words, it is a part of innovation but fails to grasp the essence of making products or services available to the market. Chell (2001) states that innovation is not just about conceptualizing and developing new products, it is also about designing the overall strategy to efficiently and effectively introduce innovative products or services to the market. Therefore, in Vandebroek’s distinction the innovation adds up to the third stage which is non-addressed by invention. Kreitner (2006) states that during the last years, companies have assumed a pro-active role instead of creative as a partial way to avoid any forthcoming regulations Legal factors that might need to be considered by Xerox in its overall innovation

Rock-n-roll and the use of drugs in the period between 1955 and 1966 Essay

Rock-n-roll and the use of drugs in the period between 1955 and 1966 - Essay Example As the counterculture began to emerge, however, an associated interest with mind altering drugs began to be a part of the experience. While the era of drug use and free thinking is often thought of as the 1960s, the counterculture began much earlier, stemming from the gravitation of certain individuals to jazz and folk music which was often expressed by those who were calling themselves beatniks and bohemians. The period of time between 1955 and 1966 were pivotal, however, as the course of social change also saw changes in the way in which intellectualism was pursued, leading to the heavier use of drugs during that time period. In 1966, Grace Slick wrote one of the more iconic songs that projected the connection between literacy, rock and roll, and the drug culture. Referencing Lewis Carroll’s Alice in Wonderland she wrote â€Å"One pill makes you larger/One pill makes you small/ And the ones that mother gives you/Don’t do anything at all/Go ask Alice/When she’s ten feet tall† (Farber, 2007, p. 62). At the same time, there has been a struggle between embracing the effects of drug use and the consequences of indulging in drugs with too much intensity. Rock and roll lifestyles are both filled with the hedonism of sex and drugs and written to reflect the spiral downward that is taken through the ’looking glass’ when drug abuse takes over one’s life. One of the more famous quotes about drug use and the early years of rock and roll came from David Crosby who said â€Å"if you can remember the 60s, you weren’t there†, intimating the close connection between the use of drugs, forgetfulness during use and the revolutions of the 1960s which included a high level of drug use (Farber, 2007, p. 63). ... 63). Drug abuse and alcoholism as it was connected to musicians did not begin in the 1960s. Where there are high levels of artistic emotions combined with the pressures of success, drug use and alcohol abuse were often involved. However, cultural groups that specifically aligned themselves with the use of drugs was a relatively new phenomenon in the 1950s. The type of groups that were defined by a sort of intellectualism that was following some of the great writers of the time, as well as following paths towards hedonism and self indulgences were ’beatniks’ and ’bohemians’ of the 1950s. The music of jazz and folk music, two genres that helped to form the structures of rock and roll, were a type of music that drew people towards it that often indulged in drug use. According to Weinstein (1999), â€Å"the initial sparks were struck in the 1940s that set the counterculture ablaze with drugs in the 1960s† (p. 169). When Ardous Huxley wrote Doors of Perc eption in 1954, the counterculture was motivated to seek the perfect high, that state in which transcendence had occurred in which the promise of drug use was finally fulfilled. Seeking to fulfill some sort of intellectual imperative, the book written by Huxley gave a framework of understanding about the nature of mind altering drug use and the advantages of what one can learn from having taken mind altering drugs. Huxley (2009) describes what Spanish conquerors saw when they encountered Native Americans. He states â€Å"they eat a root which they call peyote, and which they venerate as though tit was a deity†(p. 9). The book became centering piece of pop culture from which the pursuit of the ultimate spiritual experience was sought after which included high

Family study Assignment Example | Topics and Well Written Essays - 250 words - 2

Family study - Assignment Example He does not follow the six steps at all. For this reason, when it comes to my dad I learned to avoid problems because I fear his communicate style and lack of using the six steps. My mom on the other hand, is very up front about acknowledging when an issue arises but has a hard time actually resolving them. She gets to step 2: finding what each person wants, and then just gives up. She usually doesn’t want to look at alternatives and doesn’t want to negotiate or solidify agreements. So this usually ends up with unresolved issues and hurt feelings. It leaves me feeling helpless because I want to resolve the issues but we usually just agree to disagree. Due to the way in which my parents deal with conflict, I have a hard time bringing up issues in my intimate relationships. I’m afraid to bring up issues because I feel like it is always bad. My boyfriend is very assertive and is not afraid of conflict. He moves through the 6 steps very easily and is great at resolving issues in a respectful manner. He always knows when I’m feeling upset even when I don’t want to bring it up so it has been hard for me to keep my bad habit of suppressing feelings and issues. He calls me out when I am holding back and since I have become aware of it, I have been able to acknowledge my fear of conflict and work past it to resolve issues. I think the 6 steps can be very useful with friends and co-workers as well as any relationship as long as communication is constructive and no steps are left out. Now that I am aware of the specifics of conflict resolution, I can better use it in my life to resolve conflict and become closer with those around me Conflict is part of the society that we live in, as hardly a week passes by without having a difference of opinion with our families, friends and workmates. Nonetheless, it is of great significance to note that

Discussion Board Assignment 3 Essay Example | Topics and Well Written Essays - 250 words - 1

Discussion Board Assignment 3 - Essay Example At times denying them their rights to knowledge of the workplace or leading others to treat them badly (Huotari and Iivonen, 56). It can be reduced through the placing of an elaborate conflict resolution procedure by the organizations management. The organization should also welcome members of the labor organizations to teach their employees about their rights and responsibilities while they are working in the organization. Another way to deal with this problem will be to administering strict punishments to those found abusing their positions by bullying employees (Belasen, 78). If all the above are taken efforts are taken into consideration, the bullying would reduce, and the organization will experience all the profitability associated with highly motivated employees who do their work without fear of being bullied. In conclusion, core principals are important to solve organizational mistrust. It is important to focus on the four core principles that ensure there is harmony in the organization that include integrity, result-oriented culture, intent and focusing on the capabilities of the individual. The four principals focus on the aspects that create trust, which is very crucial in the

Costa Coffee Speech or Presentation Example | Topics and Well Written Essays - 2000 words

Costa Coffee - Speech or Presentation Example The aims and objectives of the presentation are as follows: (1) to present a theoretical background of SWOT analysis as an analytical tool; (2) to evaluate the strengths, weaknesses, opportunities, and threats that besiege Costa; (3) to respond to the research question: How much has the application of the SWOT analysis influenced Costas success? And finally, (4) to present a short reflection based on what one has learned from the process of planning and researching the research report. The origin of SWOT analysis was traced to Albert S. Humphrey in the 1960s (Washington State University, 2011). The SWOT analysis is a useful analytical tool which provides crucial information on the internal and external factors impinging on the organization and enabling decision makers to formulate effective strategies. As emphasized, organizations â€Å"use it to get an understanding of competitors, which can give the insights needed to craft a coherent and successful competitive position† (Washington State University, 2011, p. 3). Likewise, the tool is deemed applicable in diverse settings and situations, such as in discerning courses of action in terms of exploring new efforts or solutions to a particular problem; in considering changes; as well as in making adjustments or refinements in mid-course projects or plans (University of Kansas, 2013). The key findings of one’s research are presented according to the strengths, weaknesses, opportunities, and threats that were noted of Costa Coffee. Under strengths, the findings revealed that Costa has 40 years’ experience in exhibiting core competencies in preparing and selling specialty coffee. Likewise, 100% of their ingredients are from the Rainforest Alliance Certified farms (Costa Coffee, 2013). They boast of their high quality products and food offerings. In addition, their consistent source of coffee beans makes sustainability a strength. Also, ample training and development of human

School Safety Essay Example for Free

School Safety Essay In the last decade, school violence cases have drastically increased. Between 1997 and 1999, there was a rash of school shootings, the most notable occurring at West Paducah, Jonesboro, and Columbine. These examples are just a few instances in the long list of tragedy that occurs in the school setting. There is a broad spectrum of school violence and misconduct that keep school officials on alert: handbook violations, drug use, harassment, bullying, fighting and school shootings. With school violence on the increase, administrators are forced to re-evaluate school policies to ensure safety and security for the students and staff members. The National Education Association (NEA) supports policies developed by states, districts and schools to effectively address bullying and harassment that lead to school violence (NEA, 2002-2010). Although some officials feel that a zero-tolerance stance is the most effective means to combating bullying and harassment in the school setting, the NEA takes the position of educating school officials, parents, community members, and students on the effects of bullying and harassment. In an attempt to reduce bullying and harassment, the NEA works to promote school safety by presenting strategies to â€Å"reduce and eliminate bullying and harassment; expand access to counseling, anger management and peer mediation; provide ways for students to communicate with adults about rumors and threats; and develop instruction that teaches values like respect and responsibility† (NEA, 2002-2010). The school environment is one of the safest environments for children today. Students should feel comfortable coming to school and should be allowed to learn in an environment free for intimidation and fear. The NEA agrees with this statement and supports legislation requiring states, districts, and schools to adopt plans to prevent and respond to bullying and harassment incidents. References NEA. (2002-2010). School safety. Retrieved from http://www.nea.org/home/16364.htm

Political Factors And Legal Factors Marketing Essay

Political Factors And Legal Factors Marketing Essay Quality is a locally owned restaurant and fast food business. It is a medium size restaurant business which will be located in Dhaka which is capital of Bangladesh. Quality is discovered huge popularity in restaurant business according to Bangladesh current market. Quality is promised to offer best quality food to the customer. As a result Quality will put up their business by offering all kinds Chinese, Thai, Indian, traditional and fast food. It is constituted upon 4 partners with equal ownership. The target market will range from upper class to lower class customer. The market is demanding best product with affordable price so for that circumstance Quality will ensure that each every customer will receive best price and best product. Quality will follow up all the legal issue to register with national board of revenue (NBR). They are planning to keep some fund for corporate social responsibilities on their sales revenue. This business will initially recruit 25 part time and full t ime employees to run the business. Quality is raised available finance to use worth TK.5000000. And assuming to make gross profit margin 35% and it will lead to peak in coming days. 2.0. Business Description: 2.1. History and Background: Quality will be a medium size restaurant business which will be located in Dhaka which is capital of Bangladesh. The history of restaurant industry in Bangladesh not very long. The restaurant business industry is very competitive in terms of price, value, promotion, location. Quality will be a unique concept in Bangladesh. There are substantial number of restaurant is operating in Bangladesh that will compete with quality. There are few numbers of competitors exist in the current market what is called KFC (Franchise), Pizza Hut (Franchise) Nandos (Franchise) is leading the Bangladesh restaurant industry. That business has already coped the large number of market shares. In 2003 Pizza Hut and Kfc in 2006 was launched their business in the Bangladesh market. This is only DHAKA based supermarket chain. There is few more restaurant exist in current market such as BFC, FFC, Boomers, AW restaurant, Captain World. But they are not performing well in the current market to satisfy the custome r with their desire they keep failing to hold sufficient market share due to their strategic drift. But KFC and Pizza Hut will be a big challenge for Quality to compete. 2.2. Mission: Quality is promised to offer high quality food, good services with affordable price. To provide new job for the local community. To make fair profit for consumer. 2.3. Objectives: To make even in few months in setting up. To start making profit after few month times. To raise revenue year by year. To reserve some percentage of revenue for the corporate social responsibility. 2.4. Product and Services Description: Quality will provide quality product with excellent services to the customer. Quality will focus not only on single product based retail business but also verities of products. These are as follows: Chinese food Thai food Indian food Traditional food and Fast food 2.5. Supplier information: Supplier has defined as key factor for a business to improve their buying organization. All the suppliers should base on quality; reliability, on time delivery and the performance of produced which directly influenced to satisfy the customer with affordable price, Product availability with customer desire. Quality will make relationship with several supplier to hold their product quality and price control and supply chain includes most of them are from Bangladesh and few of them from Africa. In restaurant sector major suppliers of fresh produce in Bangladesh is SMEs. Therefore Quality is planning to collaborate with SME (Approximately SME have 70 suppliers in bakery, fast food, vegetables, beef, and chicken. There are few more such as Shiblee hatchery farms will provide all types of traditional food. 2.6. Business Ownership: There are different types of business which is discussed by( lonhnecker, 2010) which is brand new business, take over running business, franchise and family business. Therefore quality will be a new business which is not exists in the market for retail services. The suitable ownership in start- up business may depend on owner determination regarding business profitability, risk and competitive advantages and value of business according to (foss and lien, 2010). There are three types of business those are sole traders, partnership and corporation. Quality will follow partnership business strategy. Partnership business will help in sharing capital between partners, more flexibility to run the business, shared responsibility, easy to make decision. This business will consist with four partner .Every partner will share 25% capital. 3. Business opportunity: 3.1. Target market segmentation: The target market segmentation usually can be segmented on the basis of customer characteristics. These are follows: Geographic ( includes country, region, counties, customer density, climate) Demographic (includes age, gender, life-cycle, income, social class) Psychographic ( degree of loyalty, occasions, interest and hobbies) 3.1.1. Geographical segmentation: The perfect place of quality to do business in Dhaka city because people are gathered there from every corner of the country as well as outside of the country where the people passing at Least 20 hours in a day. Quality has a opportunity from the large number of workforce, good communication for delivering raw materials to other branch. The best place quality looks near the school, shopping centre and the corporate offices. Most of the student who are just finished class feels hungry and starved looks for nearest fast food or restaurant around them. And people love shopping  and go out with their family, quality will look for getting that customer. People who work in the office they may look for lunch or dinner. 3.1.2. Demographic: Quality is targeting people all round of the city such as all aged people (10-64) years, low income , middle Income, high income people . Quality  concern to launch their product with thinking those kinds of consideration. Because different age people have different food criteria to eat.   Example most school student aged 15 years has attraction to fast like burgers , fries , ice-cream etc because of their taste preference even though. They will not be able to pay that sum of money; they usually get allowance from their parents. Middle age people in Bangladesh are becoming hectic day by day   they probably go out with their family to have lunch or dinner therefore they prefer rice and curry so quality need to develop their menu according to those consideration . 3.2. Competitors analysis: Some potential business thinks to get on with their own plans. Some business think to analyse their to help management their competitive advantages and disadvantages. Also to understand competitors present, past, forecasting business strategies. Quality focus on their key competitors KFC and nandos both are located in Dhaka city and they their main competitors in that industry .Competitors analysis are as follows: Table: 1 Content Competitors 1 ( KFC) Competitors 2 ( pizza hut) Location Dhaka , Bangladesh Dhaka ,Bangladesh Established date September, 2006 in Bangladesh May, 2003 in Bangladesh Strength High brand equity High business growth Large amount of cash flow from franchise. Available capital reserve to expand the business World wide recognition High brand equity Specialized in Pizza Restaurant services and delivery services Good reputation Weakness Sales margin decline Labour turnover due to lack of opportunity High obligation from parents company Only based on chicken product Unplanned pricing Based on pizza services High overhead cost Unplanned pricing Focused on same ingredients in everywhere Opportunity Market leadership due to high brand equity Targeting all aged people Interacting with good suppliers New market leadership Introducing with new ingredients Opportunity to reduce the price to make it more affordable Threat Threat from other competitors in that industry Significant change in customer demands New rules and regulation impose by government Threat from other competitors in their revenue Changing in customer demands New government policies Market share Covering 40% in Bangladesh Covering 36% in Bangladesh 3.3. PESTEL Analysis: 3.3.1. Political factors and Legal factors: Political factors defines as government stability, taxation policy, introducing new law and regulation by the government,(Henry , 2008) .The political is regulated by elected government .The political issues in Bangladesh is much viable than the last decades to establish a new business. Elected government usually impose the new policy according to their election agenda. Bangladesh government is planning to launch some very effective scheme for the new investor with decreasing value added tax, business tax, income tax. There is also a legal issue which would affect quality such as new employment law, increasing minimum wages. 3.3.2. Economics Factors: Economics factor which affects on the running of the business activities.   It is undertaken In order to forecast the success of the business or evaluating the business risk involves economics activities. It includes unemployed of the country, buying power of consumer, demand and supply, inflation, economic resource, income level of personnel. Bangladesh Nowadays comparatively economically viable to invest than all other developing country. Because of low labour cost ,   Bangladeshi labour gets average us $ .22 dollars per an hour , rapid change in buying power for consumer, in order to more investment in Bangladesh it decrease unemployment level . 3.3.3. Social environment factor: The social environment factors defines the   combination of customs , poverty, literacy, life expectation, value , tradition , religion . In Bangladesh is improving in poverty level, people are being more literate, and most people are Muslim they prefer halal food. Quality has a wide concentration on those factors 3.3.4. Technology Factor: In major way , businesses are frequently developing their technology to platform to developing their business plan. Nowadays   people have more attraction on using   Social networking through Internet , all the businesses may get opportunity to advertise through Internet, business can use EPCS( electoral point of controlling sales) to evaluate their right stock , card payment against sales to help out the consumer on holding cash. So quality is concentrating on those issues. 4.0. MARKETING STRATEGY: 4.1. Marketing Research 4.1.1. Primary Research: Primary research is short term decision process. It includes observation on customer behaviour, taking face to face interview, focus group, online survey about relevant business. Observation process was done by Quality on strategic location where intended to open up their business. Data of market activities was collected through interviewing on customer with their expectation and who involves in those industries. Online surveys, it is very popular and relatively low cost, Quality has done their online surveys through over viewing on existing customer and potential customers comments. Quality has turned up to focus group to get more information about customer tastes and preference. 4.1.2. Secondary research: Secondary research is a collection of data what is already exists. Secondary research follows outside information clustered by government records, labour unions, media, newspaper commercial sources, These are usually free and provide a lot of good information. Quality has collected data from government statistics to understand about where more people are gathered for several purpose, their ages and their occupations and current growth in Bangladesh (6.5%). Quality also has done their research on commercial market report prepared by research experts that helps to evaluate the business risk, the size of the market, and market shares within these sectors. Example in Bangladesh food industries kfc covering 40% of market and pizza hut is covering 36% of market shares. 4.2. Marketing Plan: Combination of several market elements is called marketing mix. This element refers to 4ps which are product, price, promotion, Place.http://www.marketingplan.net/wp-content/uploads/2010/11/four_principles_of_the_mark-300300.gif Figure : Price, Product, Promotion, Place the process of implementing marketing strategy 4.2.1. Product Strategy: The product strategy is usually reinforced through marketing research. In terms of customer needs and desire, every company must amend their product strategy. The product concept describes the products details; it includes colours, flavours, objectives, and even the price. Before launching a product in the market, the product must be tested with customer. So, in that Circumstance Company may choose focus group that discuss about customers like and dislike. So, Quality will implement that making strategy on their making food with introducing right colours, right flavour, and relevant ingredients.i.e. Some of customer sometimes they turn up to the restaurant without knowing about the food description. So product information will help to evaluate what will be best for them. 4.2.2. Pricing strategy: There are three aspect of a business to set up pricing . 4.2.2.1. Cost based pricing   4.2.2.2customer based pricing   4.2.2.3competitors based pricing   4.2.2.1. Cost based pricing:   This pricing strategy is determined by adjusting profit on top of the product making cost . It is known as cost plus pricing. It uses widely in all major business operation. An opportunity to use that strategy to understand the business costs are covered. Quality will follow that strategy to forecast their profit mark up. Quality will use 20% mark up on cost:   Sales 100 [emailprotected]% 20 Selling Price 120 4.2.2.2. Customer based pricing:   This strategy is determined  by what a business   assume customers will be prepared to pay . This strategy refers penetration pricing which usually help to increase market share, it offers the  opportunity to increase the price when the objective has been achieved.   4.2.2.3. Competitors based pricing: Basically markets are full of strong competition . The customer always buys from the cheapest provider and who is providing great customer services. But the customer may make their who offers reasonable price with better quality. Quality will research their nearest competitors to fix up their pricing of product. Therefore quality intend to set up their pricing strategy base on 3CS where calculate all the cost with adding profit. Figure 2: Pricing strategy base on cost, customer and competitors 4.2.3. Promotion strategy: Promotion strategy is part of the marketing mix elements, It uses frequently in marketing plan. The business usually uses promotion strategy to deliver information to consumer, to increase product demand, to increase, to differentiate a product. It includes personal selling, sales promotion, direct marketing, and publicity (Rajagopal, 2007). Basically Quality will follow different ways to promote their food menu, Quality is intending to use media to advertise their food to bring more customer such as Facebook through internet (nowadays more people are addicted on it) there is an opportunity to cope up large number of customer, Local newspaper ( Prothom- alo most popular newspaper in Bangladesh ). In initial market plan, Quality will give out a discount card on purchasing food as well as discount on age range. Quality will introduce with special offer to promote their food menu as like buy one main course then second one half price. Quality will research their competitors promotions s trategy to understand what they are actually doing in promoting their product. Quality will keep their promotion campaign as long as their strategic objectives will be achieved. Promotion strategy as below: 4.2.4.Place/ distribution: Place or distribution define how the product and services gets to the customer for consumption ( kotler, killer burton, 2009). This is the method a business to get their product through diffrent channel those are as follows: C:UsersTAZNUBADownloadsphoto.JPG Figure 3: There is 3 distribution channel, channel 1 and 2 indirect marketing and channel 3 direct marketing. Channel 1 has two intermediary levels whole seller, and retailer. Normally wholesaler buys and stock large number of quantities of goods. Channel 2 has one intermediary level which is retailer. In typically they act as retailer in a consumer market. Some big production company produce their product and sell it to large retailer and e-retailer. This is basically happens more in supermarket business and electronic business. Channel 3 is called direct- marketing. There are no intermediary levels. In that case manufacturer sells directly to consumer. Quality is looking for direct marketing to reach to consumer. Quality will make the product and sell to customer directly. Quality is also planning to start to delivery service to customer directly to their home address to increase their revenue. 5.0. Business Operation: 5.1. Legal and Licensing: Normally all the business may obtain their license from city corporation. To obtain trade license Quality will provide the following to Dhaka City Corporation are as follows, copy of the companys articles, statement of bank solvency, corporation tax code number, photographs and name of the business persons. 5.2. Registered and Tax authority: To make a business every business must register with tax authority under national board of revenue. Usually all the business acquires tax identification number (TIN code) for the new company. For the VAT purpose, all the business needs to be registered separately with VAT commission (under NBR). Quality will go through all those process to launch their business proper pathway. 5.3. Organisation chart: Organisational chart are used in association with job description. Organisational chart draw a map for management process. Organisational chart provides the guidelines to employees by giving lay out the official reporting engagement (Ingram, 2009). Without the organisational chart employees may find difficulties to understand what responsibilities are there? So Quality will follow up the organisational chart to allocate each employee responsibilities. Qualities organisational chart as follows: http://www.myexceltemplates.com/wp-content/uploads/2011/03/Small-Business-Organizational-Chart.jpg Figure 4: Organisational chart of Quality restaurant 5.4. Personnel plan: We believe that the personnel plan depends on the size of the business and expected revenues. Quality will recruit approximately 13 full time and 7 part time employees, who will work a total of 700 hours per week. All the staff will be well trained before starting work. Because there are many opportunity can obtain by investing on staff training. First of all, staff will be very efficient doing their work, then well trained staff will help to reduce the business risk, they will be able to perform in any given task. 5.5. Corporate social responsibility: Corporate social responsibility is the process to embrace responsibility for the business actions and influence for a positive impact through its actions on the environment, consumer, employees, communities. Quality will speculate that issue. Therefore Quality will introduce with CSR scheme to help environment, employees, and communities. Quality is assuming 2% of profit to invest in CSR. 6.0. Financial plan: The financial plan consists of a year profit and loss assumption, a cash flow assumption, balance sheet assumption, breakeven point, net present value of project. Quality is planning to finance TK.10000000 which will be provided by 70% of partners of the business and 30% as a bank loan. 6.1. Start up expenses: Every business have varieties of start up expenses it includes cost of capital, professional fees, administration cost, sales and marketing cost, wages and benefits. Quality will spend initially Tk.5500000 and rest will keep for further business operation, expenses as follows: Table:2 Expected : Cost of sales( Raw materials, equipment, furniture, packaging, insurance) TK. 4000000 Rent ( FOR YEAR 1 in advance) TK.1000000 PROFESSIONAL FEES TK. 100000 Sales and marketing cost Tk. 200000 Technology fees Tk. 100000 6.2. Financial indicators: the sales projection indicates, sales operating expenses, collection days, and inventory turnover. The sales growth will be 150% each year. QUALITY is planning to keep gross margin 35% each year. http://www.bplans.com/benefits_administration_business_plan/images/8df5decd340f4ab28c2048fa268c889b.png 7.2. Break Even Analysis: All the businesses concern to determine how much income business must need to pay off their expenses. At that stage business tries to make a breakeven point analysis. Businesses at least need to make the cost of staying in the market place. Businesses make their assumption about breakeven point when fixed cost is covered by sale. So QUALITY is assuming that their fixed cost will be TK. 200000 (Equivalent to $20000), so QUALITY need to make their sale at least TK. 2000000 to make a breakeven point.

The Importance Of Quality In Tourism

The Importance Of Quality In Tourism Quality service is a management tool that provides companies with a means of monitoring service from the customers perspective. Quality Assurance refers to any planned and systematic activity directed towards providing consumers with goods and services of appropriate quality, along with the confidence that they meet consumers requirements. Quality assurance depend on excellence of two focal points in business the design of goods and services and to control quality during execution of service delivery which is aided by some form of measure and inspection (Evans and Lindsay, 2010). A quality services management system is a result oriented approach. It deals with the service characteristics that really matter to end-users(consumers); it addresses service providers who have tangible results to expose to consumers; it guarantees the customers the high quality of service they can receive during their stay in a lodging and it provides staff with metadology to show commitment to quality serv ices (Reyad, 2005). The concept of quality is widely discussed in hospitality management. In the hospitality industry is defined as the consistent delivery of products and guest services according to standards. Increasingly, Guests are willing to pay more when they visit hospitality properties offering services that meets or exceeds their service expectations. The level of quality service is an important factor in the experience that guests receive during their visits to lodging operations (Hayes, 2011). By creating value for the guests the lodging establishment can manage successfully to retain its guests. Managers must recognize the importance of client retention, since the attraction of a new customer is regarded to be more expensive and time consuming (Reyad, 2005).In an increasingly competitive market, the issue of quality has grown in significance for hotel businesses. This has been influenced by a number of factors, such as the expansion of consumer rights and the alleged emergence of new quality conscious tourists. In addition greater competitiveness has caused hotel companies to be increasingly aware of the importance of quality as a source of competitive advantage (Varvaresos, 2006). The components of quality in the hospitality industry that can be used to develop and implement a quality service system are the following: Consider the guests being served. Determine what the guest desire. Develop procedures to deliver what guests wants. Train and empower staff. Implement revised systems. Evaluate and identify service delivery systems. (Pearson, 2011). Quality self evaluation by the hotel industry (usually through comment cards in the guest rooms or online questionnaires) is very important so that the hoteliers can identify and solve problems. Regular and systematic analysis of evaluation results may lead to a wide range of advantages, amongst them: Measuring the matching degree of customers needs and expectations and comparing the results with perceived quality. Acting as a basis for the strategic process, identifying improvement activities; and Controlling competitiveness in quality with the help of benchmarking (Varvaresos, 2006). Hospitality and tourism services, among others, can be differentiated on the basis of variety offered and the volume of customers processed. This can vary from a high volume operation offering a very restricted range of products and services to a lower volume operation where every customer receives a unique or highly customized service. Another key variable in any key variable in any service operation is the nature of the service contact. High contact has an extra level of social interaction associated with staff, while a low contact service requires the staff to perform largely technical skills. Each requires a different approach with a high level of contact requiring sophisticated social skills training, together with a good level of product knowledge, whereas low level of contact requires simpler customers care and technical training. A low contact service may also be suitable for substitution by information technology or self service. (Laura, 2011) Customer Service (McIntyre-Pike, 1978) Customer service is the essence of the hospitality industry. The importance of customer service in the hospitality industry is stressed in professional courses as well as on the job training modules since aspiring hoteliers, restauranteurs and others in the industry need to be well aware of its significance and implication for successful business operations. Benefits of customer service Under-promise and over-delivery should be the mantra for success. Should be attentive and passionate about customer needs. Build a relationship based on trust and loyalty. This will result in customer loyalty and retention. Feedback of customer service Stay open to suggestions. Understand what is your customers expectations. Place a suggestion box in your hotel reception, cafà ©, air, travel or tourism office. Act upon suggestions to show care. It is essential to understand the importance of customer service in hospitality to make a positive difference to the business by listening and learning. Prompt Service Provide the best service. Ensure customer satisfaction. If customers arent satisfied they will seek satisfaction elsewhere. Convenience The hospitality industry thrives on convenience. If your customer service is missing this essential ingredient, your business wont last long unless you bring about changes that demonstrate your commitment to customer satisfaction. Remember that the service and hospitality industries were built to offer the basics of convenience to customers. Today, as the industry is expanding and the competition is growing, hotel conglomerates are getting innovative and thinking of means to achieve the highest standards in convenience offerings. Value The importance of customer service in hospitality emanates from the principle that the customer needs to be treated with priority, and he should see value in what he gets. If a customer strongly believes he is getting value for the money he is paying, he will keep coming back. On the contrary, dissatisfaction with your customer service will make him turn back an The importance of customer service in hospitality emanates from the principle that the customer needs to be treated with priority, and he should see value in what he gets. If a customer strongly believes he is getting value for the money he is paying, he will keep coming back. On the contrary, dissatisfaction with your customer service will make him turn back and look for value offerings from your competition.

Almost the Wrestling State Champion :: Memoir Essays

Almost the Wrestling State Champion      Ã‚  Ã‚  Ã‚  Ã‚  There he was, standing one step above me on the platform. He was wearing his maroon colored warm-ups and holding the bracket that the champion always wins. Over the school's announcement system I could hear the announcer saying, "In second place from Hotchkiss, Derek Blitz, and your champion at 103 pounds, from SoRoCo, Josh Deaver." I just stood there hanging my head wondering why he was getting the first place medal and I wasn't. After all, I had worked hard in practice, but in the end I couldn't pull off the win. Now I could only mope around knowing that I had almost won and continue replaying the match over and over again in my head.   Ã‚  Ã‚  Ã‚  Ã‚  On Monday of the week before the tournament, I lost my varsity position in a close challange match. Once that happened, I started to go through the practices without any intensity. All week I was acting like I was practicing as hard as I could, but I was really only putting in enough effort to make sure we didn't have a harder conditioning than normal. Since I had lost my varsity position, I had it stuck in my head that there was no reason to practice very hard. After all, I was going to be wrestling on JV.   Ã‚  Ã‚  Ã‚  Ã‚  On Friday, the coaches told us to be at the high school by 6:15 the next morning, so that we could make it to Paonia for weigh-ins at 7:00. The next morning I arrived at the high school by 6:00, and then I went into the locker room to make sure that I hadn't forgotten anything. By the time we arrived at Paonia, it was almost time for weigh-ins. A referee walked out into the gym and called all 103 pounders to the wrestling room. I walked up to the scale where two other refs were waiting to make sure no one had long nails or ring worm. Next, I proceeded to step on the scale to see if I would make weight. The ref, who was at the scale, then said, "102 pounds, step off." A huge feeling of relief swept over me, and I soon realized that I was going to give 110% to wrestling that day.   Ã‚  Ã‚  Ã‚  Ã‚  At about 9:00, the tournament began and I was on the first open mat against the 103 pounder from Middle Park. I looked over my opponent and said to myself, "I am going to win this match.

Bernoulli Principle Essay -- essays research papers

Airflow over an airfoil Flight is one of the most important achievements of mankind. We owe this achievement to the invention of the airfoil and understanding the physics that allow it to lift enormous weights into the sky. All flight is the result of forces acting upon the wings of an airplane that allow it to counteract gravity. Contrary to popular belief, the Bernoulli principle is not responsible for most of the lift generated by an airplanes wings. Rather, the lift is created by air being deflected off the wings and transferring an upward force to those wings. The most important factor in determining the lift generated by an airplane is the angle of attack. The angle of attack is the degree measure from the horizontal that a wing is elevated or declined. When the angle of attack is between 1 and 20 degrees, the most lift is generated. To find the lift generated by a particular area of wing in a standard airfoil shape, a teardrop with the fat end facing forward, the equation L=Cl 1/2 (pV2)S. Cl is the lift coeficent, which is determined by the shape of the airfoil and the angle of attack. P stands for the air mass density, V for the velocity of the air passing over the wing, and S for the area of the wing when viewed from above or below. As the air flows over the wing producing lift, it grabs onto the wings surface and causes drag. Drag can be measured by the equation D=Cd 1/2 (pV2)S, much like the lift equation. The drag coeficent Cd is found, again, by determining ...

The Golden Lily Chapter 20

GETTING TO TREY was easier said than done. A girl getting into the guys' dorm at normal hours would've been difficult enough. But after curfew? In the middle of the night? Nearly impossible. I had to resort to creative options and called Eddie while I was driving Adrian home. One thing I never had to feel guilty about was calling Eddie at any hour. He kept his ringer on (much to Micah's delight, no doubt), and I suspected he slept with the phone next to his pillow. â€Å"Yes?† Eddie's voice was alert and ready, as though he hadn't been asleep at all. That was just how he was. â€Å"I need you to go see if you can wake up Trey,† I told him. â€Å"Sonya's been kidnapped and is being held at some weird compound with a logo like Trey's tattoo. We need to find out what he knows.† This was the first time Eddie was hearing about Sonya's kidnapping, but he didn't ask for further information – or how I'd known her location. He knew she'd been in danger recently, and this quick message was enough to get him going. I didn't exactly know what would happen when Eddie did find Trey, seeing as there was no way I'd be able to talk to Trey myself until morning. Still, we had to start somewhere. â€Å"Okay,† said Eddie. â€Å"I'm on it. I'll call you back.† We disconnected, and I stifled a yawn. â€Å"Well, here goes nothing. Let's hope Eddie can find out something.† â€Å"Preferably without beating up Trey in the process,† said Adrian. He snuggled against the passenger seat, the only sign that he too was feeling tired from our late night. He'd long since converted from a vampire's nocturnal schedule. â€Å"Since that might limit how much we can find out.† I made a face. â€Å"If Trey's somehow involved with this, I'm not sure I want to take it easy on him. And yet†¦ I just can't believe he is.† â€Å"People fool each other all the time. Look at you. You think Trey knows you're part of a secret society helping to keep vampires hidden from the world?† â€Å"Actually†¦ yes.† I stopped at a red light and thought back on some of Trey's weird behaviors. â€Å"He knows Jill's a Moroi, I'm almost certain of it. He didn't notice right away, but when he did, he kept telling me to keep her hidden. Then after Sonya was attacked, he told me to stay safe.† A horrible realization was dawning on me. â€Å"He knew. He knew I was friends with Sonya. He probably knew about the attack and never said anything!† â€Å"Not a surprise if his group's working counter to yours.† Adrian's tone softened. â€Å"If it makes you feel better, it sounds like he was kind of conflicted if he was trying to warn you.† â€Å"I don't know that it does. Oh, Adrian.† I pulled up in front of his building and saw the yellow Mustang illuminated in the streetlight. â€Å"You left the car out. You're lucky it didn't get towed.† â€Å"I'll move it,† he said. â€Å"And don't look at me like that. It's within a half-mile radius. I'm not breaking your rules.† â€Å"Just be careful,† I muttered. He opened Latte's door and glanced back at me. â€Å"You sure you want to go back to the school? You'll be locked in until morning.† â€Å"Not much I can do until then anyway. I want to be there the instant I can get access to Trey. I'll trust in Eddie for now.† Adrian looked reluctant to leave me but finally nodded. â€Å"Call if you need anything. I'm going to keep trying to see if I can find Sonya in her dreams. Didn't have much luck earlier.† One of spirit's more disconcerting powers was the user's ability to intrude on the dreams of other people. â€Å"Is she just not asleep?† â€Å"That, or drugged.† Neither option made me feel any better. He gave me one last, lingering look before leaving. I returned to Amberwood where a sleepy student aide waved me in without comment. Mrs. Weathers had long since gone home, and her overnight coverage didn't seem particularly concerned about my comings and goings. As I was walking up the stairs, my phone rang. Eddie. â€Å"Well, it took forever, but I finally woke his roommate up,† he told me. â€Å"And?† â€Å"He's not there. I guess he wasn't last night either. Some kind of family emergency.† â€Å"No word on when he'll be back?† I was beginning to think all of Trey's â€Å"family stuff† might be more insidious than I'd guessed. I was also willing to bet he wasn't the only one with a sun tattoo. â€Å"No.† I DRIFTED IN AND OUT of sleep that night. My body was exhausted from the magic, but I was too on edge about Sonya to fully give in to the fatigue. I keep waking up and checking my cell phone, afraid I'd missed some call – despite the fact that it was on its loudest setting. I finally gave up and got out of bed a couple of hours before the cafeteria's breakfast began. By the time I'd showered and dressed – and put my coffee maker into high gear – I was back into open hours on campus. Not that it did me much good. I made two more calls after that, first to Spencer's to see if Trey was working. I didn't expect him to be, but it was a good excuse to see if he'd been there in the last couple of days. He hadn't been. My next call was to Stanton, reporting Sonya's disappearance. I told her we had a lead that connected one of my classmates to the vampire hunters and that Sonya was likely being held at a compound outside of town. I didn't elaborate on how I knew, and Stanton was distracted enough by the kidnapping in general to ask much more. At breakfast, I found my â€Å"family† sitting with Micah over at West's cafeteria. Eddie, Angeline, and Jill's troubled faces told me they all knew about Sonya. Micah was cheerfully chatting about something, and I had a feeling his presence was preventing the others from discussing what they really wanted to. When Micah turned to ask Eddie something, I leaned over and murmured to Jill, â€Å"Get him out of here.† â€Å"Tell him to go?† she whispered back. â€Å"If you need to. Or go with him.† â€Å"But I want to – â€Å" She bit her lip as Micah's attention returned to her. She looked unhappy about what she had to do, but soon put on the resolved expression that recently I'd often seen her wear. She nodded toward Micah's plate. â€Å"Hey, are you about done? I need to check on something with Miss Yamani. Will you come with me?† Micah brightened. â€Å"Of course.† Once the two of them were gone, I turned to Eddie and Angeline. â€Å"Any sign of Trey?† I asked. â€Å"No,† said Eddie. â€Å"I checked in again this morning. His roommate's starting to hate me. Can't say I blame him.† â€Å"This is driving me crazy!† I said, feeling like I could beat my head against the wall. â€Å"We're so close and yet helpless. Every minute that goes by is another that Sonya doesn't have.† He grimaced. â€Å"Are we sure she's alive?† â€Å"She was last night,† I said. Both Eddie and Angeline looked at me in amazement. â€Å"How do you know?† she asked. â€Å"Um, well, I – no way!† My jaw dropped as I stared past Eddie. â€Å"It's Trey!† Sure enough, a bleary-eyed Trey had just entered the cafeteria. Damp hair indicated a recent shower, but there were bruises and scrapes all over him that I could no longer attribute to football. Eddie was in motion before I could say another word, and Angeline and I were quick to follow. I half-expected Eddie to tackle Trey then and there. Instead, Eddie walked right in front of Trey and blocked him from entering the food line. I was just in time to hear Eddie say, â€Å"No breakfast today. You're coming with us.† Trey started to protest and then saw Angeline and me. Jill suddenly appeared as well, having apparently lost Micah. A sad look crossed Trey's features – almost defeated – and he gave a weary nod. â€Å"Let's go outside.† As soon as we'd cleared the door, Eddie grabbed hold of Trey and shoved him against the building. â€Å"Where's Sonya Karp?† Eddie demanded. Trey looked understandably surprised. Eddie was lean and muscled, but most people underestimated just how strong he was. â€Å"Eddie, back off!† I hissed, glancing around uneasily. I had the same urge, true, but our interrogation wouldn't get very far if a teacher came by and thought we were roughing up another student. Eddie released Trey and stepped back, but there was still a dangerous glint in his eyes. â€Å"Where's the compound you're holding her at?† That seemed to wake Trey out of his sluggish state. â€Å"How do you know about that?† â€Å"We'll ask the questions,† said Eddie. He didn't touch Trey again, but his proximity and posture left no question he would go to extremes if needed. â€Å"Is Sonya still alive?† Trey hesitated, and I almost expected a denial of knowledge. â€Å"Y-yes. For now.† Eddie snapped again. He grabbed the front of Trey's shirt and jerked him close. â€Å"I swear, if you and your messed-up associates lay one hand on her – â€Å" â€Å"Eddie,† I warned. For a moment, Eddie didn't move. Then, reluctantly, he released Trey's shirt, but stayed where he'd been standing. â€Å"Trey,† I began, keeping the same reasonable tone I'd just used with Eddie – after all, Trey and I were friends, right? â€Å"You have to help us. Please help us find Sonya.† He shook his head. â€Å"I can't, Sydney. It's for your own good. She's evil. I don't know what trick she's played on you or how she's got this illusion going on that hides her true identity, but you can't trust her. She'll turn on you. Let us – let us do what we need to.† The words were all correct, right in line with the Warriors' propaganda. But, there was something in the way Trey spoke, something about his posture†¦ I couldn't quite put my finger on what it was that made me question him. People teased me about my inability to pick up on social cues, but I was almost certain he wasn't entirely on board with whatever this group wanted him to do. â€Å"This isn't you, Trey,† I said. â€Å"I know you well enough to know. You wouldn't kill an innocent woman.† â€Å"She's not innocent.† There it was again – that mix of emotions. Doubt. â€Å"She's a monster. You know about them. You know what they can do. Not ones like her.† He nodded toward Jill. â€Å"But the others. The undead ones.† â€Å"Does Sonya look undead?† asked Eddie. â€Å"You see any red eyes?† â€Å"No,† Trey admitted. â€Å"But we have other reports. Witnesses who saw her in Kentucky. Reports of her victims.† It was hard to keep a calm face through that. I'd actually seen Sonya when she was Strigoi. She'd been terrifying, and given half a chance, she would have killed my companions and me. It was hard to accept that when one turned into a Strigoi, they weren't in control of their senses or soul. They lost touch with their humanity – or whatever Moroi had – and weren't the same as they'd once been. Sonya had done terrible, terrible things, but she was no longer that creature. â€Å"Sonya changed,† I said. â€Å"She's not one of them anymore.† Trey's eyes narrowed. â€Å"That's impossible. You're being deceived. There's some kind of†¦ I don't know†¦ dark magic going on.† â€Å"This isn't getting us anywhere,† growled Eddie. â€Å"Call Dimitri. Between the two of us, we'll get him to tell us where this compound's at. I've broken into a prison. Getting into this place shouldn't be that much harder.† â€Å"Oh, you think so?† A humorless smile crossed Trey's features. â€Å"That place is surrounded with an electric fence and packed with armed men. Plus, she's heavily secured. You can't just walk in there.† â€Å"Why is she still alive?† asked Angeline. She seemed to realize how weird that sounded and was quick to elaborate. â€Å"That is†¦ I mean, I'm glad she is. But if you think she's so evil, why didn't you finish her off?† She glanced at my friends and me. â€Å"Sorry.† â€Å"It's a good question,† Eddie told her. Trey took a long time in answering. I had a feeling he was torn between keeping the group's secrets and wanting to justify his actions to us. â€Å"Because we're all being tested,† he said finally. â€Å"To see who's worthy of performing the kill.† â€Å"Oh my God,† said Jill. â€Å"Hence all your bruises recently,† I said. My fears of domestic abuse weren't far off, really. â€Å"You're competing to kill a woman who's done nothing to you.† â€Å"Stop saying that!† Trey cried, truly looking distraught. â€Å"She's not innocent.† â€Å"But you're not so sure,† I said. â€Å"Are you? Your eyes aren't telling you what your hunter friends are.† He evaded the accusation. â€Å"My family expects this of me. We all have to try – especially after we messed up the alley attack. We lost our authorization to kill her then, which is why the council ordered these trials to redeem ourselves and prove we were up to it.† Getting â€Å"authorization† to kill someone was sickening, but it was the rest of what he said that made me do a double take. â€Å"You were there,† I said in disbelief. â€Å"In the alley, and – and it was you! You're the one who grabbed me!† It came back to me now, my assailant's surprise and hesitation. Trey's face confirmed as much. â€Å"I knew you were friends with them. I can tell by looking at all of you, although I didn't figure you two out right away.† That was to Eddie and Angeline. Trey turned back to me. â€Å"I recognized your tattoo the first time we met. I just ignored it because I didn't think you were involved in anything that I was. I thought you only hung out with harmless vampires, so I didn't expect you to be there that night. I never wanted you to get hurt. I still don't, which is why you need to let this go.† â€Å"I'm tired of this,† said Eddie. It was a wonder he'd been patient this long. â€Å"We need to bust down the doors of that place and – â€Å" â€Å"Wait, wait.† An idea was forming in my head – and it was another crazy one. â€Å"Trey, you said Eddie couldn't just walk into that place. But could I?† â€Å"What are you talking about?† asked Trey, a mix of suspicion and confusion on his face â€Å"You know what I am. You know what I do.† Trey nodded. â€Å"Our two groups used to be united. Those guys who stopped me on the street even said they thought we should all be working together. The Warriors want Alchemist resources.† â€Å"So, what†¦ you want a trade?† asked Trey, frowning. â€Å"No. I just want to talk to this council of yours. I want to explain why Sonya isn't†¦ er, why she doesn't look the way she used to. There's a Moroi who uses a certain kind of magic who could even show you – â€Å" â€Å"No,† said Trey immediately. â€Å"None of them would be allowed inside. They're tolerated, but that's it. You hybrids wouldn't be allowed either.† Again, he spoke to Eddie and Angeline. I'd never heard the term hybrids used, but the meaning was clear. â€Å"Okay,† I said. â€Å"Only humans. I'm human. Your group wants to work with my group. Let me go with you. Unarmed. I'll talk to your leaders and – â€Å" â€Å"Sydney, no,† protested Eddie. â€Å"You can't go there alone! They tried to decapitate Sonya, for God's sake. And remember what Clarence said about radicals stalking him?† â€Å"We won't hurt humans,† said Trey adamantly. â€Å"She'd be safe.† â€Å"I believe you,† I told him. â€Å"And I know you wouldn't ever let anything happen to me either. Look, aren't you curious about why Sonya is the way she is? Can you take the chance your people are making a mistake? You said you tolerate Moroi. She's one of them. Let me explain. I'm not asking for anything else except a chance to speak.† â€Å"And a guarantee of safety,† added Angeline, who looked almost as outraged as Eddie. He nodded at her words. â€Å"You guys are big on the honor stuff, right? You'd have to promise she'd be safe.† â€Å"Honor's what makes us do what we do,† said Trey. â€Å"If we promise she'll be safe, she will be.† â€Å"Then ask them,† I urged. â€Å"Please? Won't you do this for me? As my friend?† A pained look crossed Trey's features at that. He'd hinted before that he owed me for helping end the illicit tattoo ring last month. That would obligate any friend, let alone one instilled with a rigid sense of honor. I knew then, too, that more than honor was on the line here. Trey and I were friends – with more in common than I'd ever realized. We both were part of groups that wanted to control our lives, often in ways we didn't like. We also had domineering fathers. If Trey and I didn't have such opposing goals, we might have laughed about all this. â€Å"I'll ask,† Trey said. Something told me he too was thinking of our similarities. â€Å"Because it's you. But I can't make any promises.† â€Å"Then ask now,† growled Eddie. â€Å"We don't have time to waste. And I'm guessing Sonya doesn't either.† Trey didn't deny it. I hesitated, suddenly wondering if this was a smart choice. What would happen if we let Trey out of our sight? Would it be better if we really did drag him to Dimitri? And Sonya†¦ how much time did she have left? â€Å"Now,† I reiterated to Trey. â€Å"You have to get in touch with them now. Don't go to class.† It was probably the first and only time I'd say those words. â€Å"I swear,† said Trey. â€Å"I'll call them now.† The bell rang, ending our meeting. Although, if we'd had the chance to save Sonya at that moment, I knew each of my friends would have walked off campus then and there. We let Trey go, and he headed back toward his dorm, not toward our classes. Angeline – newly free from suspension – departed with Jill while Eddie and I walked to history. â€Å"That was a mistake,† he said, face grim as he stared at where Trey had gone. â€Å"For all we know, he's going to disappear, and we'll have lost any chance we had at getting Sonya back.† â€Å"I don't think he will,† I said. â€Å"I know Trey. He's a good person, and I could tell that even if he thinks Strigoi need to be exterminated, he's not 100 percent sure of Sonya. He'll do what he can. I think he's feeling torn right now, caught between what they've told him his whole life and what he's starting to see with his own eyes.† Sound like anyone else you know? an inner voice asked. I'd sort of hoped that Trey would give me an answer right away – say, by chemistry. But he wasn't there either or anywhere else at school the day. I supposed these things took time, and my patience and faith were rewarded at the end of the day with a text from him: Still checking. Some are willing to talk. Others need convincing. Eddie didn't take Trey's message as concrete proof when I showed it to him, but I didn't think Trey would've said anything if he'd skipped town. Eddie wanted to get together with Dimitri and discuss strategy on this new development. So, we decided to take a group trip downtown. I sent the summons to our family to meet outside the East dorm in a half hour. Jill was the first one to arrive, and she came to a halt when she saw me. â€Å"Wow, Sydney†¦ your hair.† I glanced up from where I'd been answering a text from Brayden, telling him I couldn't hang out this weekend. â€Å"What about it?† â€Å"The way those layers are styled. They perfectly complement your face.† She was looking at me in that weird way again. â€Å"Well, yeah,† I said, hoping to change the subject. â€Å"It's a, um, good haircut. Sorry we had to get rid of Micah earlier.† It took her a few seconds, but my distraction snapped her out of the hair-induced trance. â€Å"Oh, no. It's okay. I mean, things are getting weirder between us anyway.† â€Å"Oh?† Micah had seemed as chipper as ever, the last time I saw him. â€Å"You guys are still having problems?† â€Å"Well†¦ I guess I am. I really like him. I love hanging out with him and his friends. But I just keep getting reminded of how nothing can happen with us. Like, this morning. There's a whole other world we have going that he can't be a part of. And I can't stand the thought of lying to him or keeping him out of my life. I might have to do it†¦ for real. End things. I know I've kind of said that before, but now I mean it.† â€Å"We're here for you if you do,† I said. I technically meant it, but if Jill came sobbing to me afterward, I wasn't entirely sure what I should say. Maybe I could find a book on appropriate breakup counseling techniques before she did the deed. A wry smile crossed her face. â€Å"You know what's silly? I mean, I don't want to go jumping from one guy to another – and I do still care about Micah – but I'm starting to notice what a really good guy Eddie is.† â€Å"He's a great guy,† I confirmed. â€Å"Moroi and dhampirs being together are discouraged when they're older, but now†¦ I mean, I knew some who got together at St. Vladimir's.† She gave an embarrassed laugh. â€Å"I know, I know†¦ I shouldn't even be thinking like that. One guy at a time. But still†¦ the more I see Eddie – he's just so brave and so confident. He'd do anything for us, you know? He's like some storybook hero in real life. But he's so dedicated, he'd probably never be interested in someone like me. No time for dating.† â€Å"Actually,† I said, â€Å"I think he'd be very interested in you.† Her eyes widened. â€Å"Really?† I wanted to tell her everything. Instead, I chose my words carefully, unwilling to give away his secrets after he'd spoken to me before about letting him handle his own personal affairs. â€Å"He talks all the time about how smart and competent you are. I think he'd definitely be open to something.† He also talked about how he wasn't worthy of her love, but that resolve might fade if Jill actively went after him. She grew lost in thought, and no more was said on the topic when Eddie and Angeline came walking up. We drove into town, and I dropped Jill and the two dhampirs off at Adrian's while I ran a few errands. Waiting for Trey was agonizing, and I needed distraction. Plus, I was low on some Alchemist supplies and wanted to make sure I was up to full strength before any venture into the Warriors' camp. My phone rang as we were wrapping up. It was Trey, and I stepped outside an herbal store to take the call. â€Å"Okay,† he said. â€Å"You're good to go. They'll meet with you tonight – just you.† Anxiety and excitement raced through me. Tonight. It seemed surprisingly soon, yet that was exactly what I wanted. We needed to get Sonya out of there. â€Å"I'll take you there at seven,† Trey continued. â€Å"And†¦ well, I'm sorry†¦ but you'll have to go blindfolded. And I'll be checking to make sure no one follows us. If they do, everything's off.† â€Å"I understand,† I said, though a blindfold certainly made the venture scarier. â€Å"I'll be ready. Thank you, Trey.† â€Å"Also,† he added, â€Å"we want the sword back.† I made arrangements for him to pick me up at Adrian's, since I had a feeling Dimitri and Eddie would have a lot to say to me beforehand. In fact, I called them as soon as I was off the phone with Trey, to give them a heads-up. I also called Stanton to give her an update. It occurred to me I should have checked with her sooner, but I'd wanted a definitive answer from Trey first. â€Å"I don't like the idea of you going alone,† she said. â€Å"But it does seem unlikely they'd hurt you. They really do seem to stay away from humans – us in particular. And if there's a chance to get Karp out of there†¦ well. That would save us a lot of fallout with the Moroi.† Stanton's tone told me, however, that even if she thought I'd be safe, she wasn't so optimistic about Sonya. â€Å"Be careful, Miss Sage.† Adrian's apartment was filled with tension when I arrived. Dimitri, Eddie, and Angeline were clearly agitated, probably because they were being left out of the action. Adrian, surprisingly, looked upset too, though I couldn't figure out why. Jill watched him with concern, and they kept staring at each other, unseen messages undoubtedly passing to her through the bond. At last, he averted his gaze, like he was ending a conversation. Jill sighed and walked toward the others in the kitchen. I started to speak to Adrian, but Eddie beckoned me forward. â€Å"We're debating on whether to give you a weapon or not,† he said. â€Å"Well, the answer is ‘not,†Ã¢â‚¬Ëœ I said immediately. â€Å"Come on, they're blindfolding me. Do you think they won't search me for weapons too?† â€Å"There must be a way,† said Dimitri. Since we were in air conditioning, he wore the duster. â€Å"I can't let you go in there defenseless.† â€Å"I'm not in danger,† I said, feeling like I'd been repeating the same thing all day. â€Å"They might be crazy, but Trey says if they give their word, they'll stick to it.† â€Å"Sonya doesn't have those guarantees,† Dimitri pointed out. â€Å"No weapon is going to help me save her,† I said. â€Å"Except for my reasoning. And I'm armed with that about as well as I can be.† The dhampirs still didn't seem happy. They went back to arguing amongst themselves, and I left them to find some water. Adrian called to me from the living room. â€Å"There's diet pop in there.† I opened the refrigerator. Sure enough, it was stocked with all kinds of pop. And, in fact, it had more food than I'd ever seen. Another benefit of Nathan Ivashkov's generosity. I grabbed a can of Diet Coke and joined Adrian on the couch. â€Å"Thanks,† I said, opening the can. â€Å"This is the next best thing you could have to gelato.† He raised an eyebrow. â€Å"Gelato? Sounds like dessert to me, Sage.† â€Å"It is,† I admitted. The mundane topic was comforting amidst all the tension. â€Å"It's kind of your fault for bringing it up yesterday. Now I can't stop thinking about it. I wanted some at dinner last night, and Brayden talked me out of it – which is probably why I'm even more obsessed with it. Ever had that happen? Once you can't have something, you want it that much more.† â€Å"Yes,† he said bitterly. â€Å"It happens all the time.† â€Å"Why are you so down? You think I should have a weapon, too?† With Adrian, it was really hard to guess where his moods would go. â€Å"No, I get your point, and I think you're right,† he said. â€Å"Not that I like the idea of you going there at all.† â€Å"I have to help Sonya,† I said. He studied me and smiled. â€Å"I know you do. I wish I could come with you.† â€Å"Oh yeah? You going to protect me and carry me out of there like you threatened to do last night?† I teased. â€Å"Hey, if that's what it takes. You and Sonya. I'll toss one of you ever each shoulder. Pretty manly, huh?† â€Å"Very,† I said, happy to see him joking again. His amusement faded, and he became serious again. â€Å"Let me ask you something. Which is scarier: walking into a den of crazy, murdering humans or being with safe – though kind of wacky – vampires and half vampires? I know the hang-up you Alchemists have with us, but is the loyalty to your own race so strong that†¦ I don't know†¦ that the people themselves don't matter?† It was a surprisingly deep question for Adrian. It also echoed my trip to the Alchemist bunker to see Keith. I was reminded of how Keith's father hadn't cared about his son's moral character so long as it meant Keith wasn't on good terms with vampires. I also thought back to the alley and how obstinate the Warriors were about hearing any truth but their own. And finally, I looked over at the dhampirs arguing in the kitchen, continuing to brainstorm covert ways of keeping Sonya and me safe, no matter the risk. I turned back to Adrian. â€Å"I'd take the vampires. Loyalty to one's kind can only go so far.† Something in Adrian's face transformed, but I hardly paid it any attention. I was too struck by the realization that the words I'd just uttered were akin to high treason in the Alchemists. Eddie and Angeline left later to get us dinner, and I let them take my car, so long as Eddie drove. While they were gone, Dimitri tried to drill in some more self-defense techniques, but it was hard to learn very much in so short a time. I kept thinking of Wolfe warning us to avoid dangerous places. What would he say about me walking into a den of armed vampire hunters? Eddie and Angeline were gone for a while and finally returned, angry at how long the restaurant had taken. â€Å"I didn't think we weren't going to be back in time,† said Eddie. â€Å"I was afraid you wouldn't get food before your mission.† â€Å"I don't even know if I can eat,† I admitted. Despite my earlier brave words, I was starting to grow nervous. â€Å"Oh, you can keep those in case you need the car.† He'd walked over to my purse with the keys and dropped them in anyway. â€Å"Are you sure?† â€Å"Positive.† He shrugged and then fished the keys out again. Adrian, to my surprise, watched him with narrowed eyes and seemed upset about something. I couldn't keep up with his moods today. He stood up and walked over to Eddie. After a few moments, they moved even farther away and seemed to be having a whispered argument, one that involved a few glances at me. Everyone else looked uncomfortable and suddenly jumped in with any conversation topics they could find. I could only stare back and forth, feeling like I had missed something important. Trey called me at seven on the dot, saying he was waiting out front. I rose from my chair and picked up the sword, taking a deep breath. â€Å"Wish me luck.† â€Å"I'll walk you out,† said Adrian. â€Å"Adrian,† warned Dimitri. Adrian rolled his eyes. â€Å"I know, I know. Don't worry. I promised.† Promised what? Nobody elaborated. There wasn't far to walk since he lived on the ground floor, but when we stepped outside, he caught hold of me, his hands resting on my arms. A jolt went through me, both at the touch and the unexpected gesture. His only displays of tenderness were usually with Jill. â€Å"Sage,† he said. â€Å"For real. Be careful. Don't be a hero – we've got plenty of them back there. And†¦ no matter what happens, I want you to know that I never doubted what you're going to do. It's smart, and it's brave.† â€Å"You sound like it's already happened and failed,† I said. â€Å"No, no. I just†¦ well, I want you to know that I trust you.† â€Å"Okay,† I said, feeling a little puzzled. I again had the feeling that I wasn't being told something. â€Å"Hopefully my plan will work.† I needed to walk away, out of Adrian's grasp, but couldn't quite do it. I was hesitant to go, for some reason. There was safety and comfort there. Once I left, I really was walking into the lion's den. I lingered a few moments more, safe in the circle we made, and then reluctantly slipped away. â€Å"Please be careful,† he repeated. â€Å"Come back safe.† â€Å"I will.† On impulse I took off my cross necklace and pressed it into his hand. â€Å"This time, keep it for real. Hold onto it until I return. If you get too worried, look at it and know that I'll have to come back for it. It goes really well with khakis and neutral colors.† I worried he would give it back, but he simply nodded and squeezed the cross tight. I walked away, feeling slightly vulnerable without it, but hoped it reassured him. My discomfort suddenly seemed like a small thing. I wanted Adrian to be okay. I got into the passenger seat of Trey's car and immediately gave him the sword. He looked about as miserable as he had earlier. â€Å"You sure you want to go through with this?† Why did everyone keep asking me that? â€Å"Yes. Absolutely.† â€Å"Let me see your cell phone.† I handed it over, and he turned it off. He gave it back, along with a blindfold. â€Å"I'll trust you to put this on yourself.† â€Å"Thanks.† I started to slip it on and then, on impulse, looked back toward the building one last time. Adrian was still standing there, hands in his pockets, face concerned. Seeing my gaze, he managed a small smile and raised one hand in†¦ what? Farewell? A benediction? I didn't know, but it made me feel better. The last thing I saw was the flash of the cross in the sunlight, just before I covered my eyes with the blindfold. I was plunged into darkness.