Heredity Versus Environment Essay

A major debate within psychology is whether it is nature or nurture which influences people; the way people act and behave, cognitive development, and what we look for in a partner are just some aspects of the debate. Nature supporters, or Naturists, believe that our behaviour is down to genetics and is inherited from our parents. They believe that everything about a person is decided at the moment on conception. Whereas nurture supporters believe that people learn their behaviour from the environment, their upbringings and the surrounding influences; such as friends, peers and work colleagues. There is lots of research, studies and evidence to support both arguments on a variety of subjects. The nature argument is often used in court cases to describe uncharacteristic or deviant behaviour. Humans are often related to as animals as this is believed that people evolved from, Charles Darwin is a leading figure in this side of the argument. He pioneered his theory of evolution, and it is widely accepted that humans did derive from a ‘common ancestor’, therefore do have instinctive behaviour, and traits about their personality (Allaboutscience, 2014). A real life example of this would be a baby, who is unable to communicate, and has little understanding of the world; however still show signs of fear if they were to hear a loud noise. Nurture supporters believe that a person’s upbringing is a major factor which influences people in later life. A real life example of this would be serial killers, when studied, they were often subject to horrific abuse as a child and they blame this for their inabilities to conform to society’s norms and commit dreadful crimes. This is supported by a psychological study Bowlby’s 22 juvenile thieve study; people commit crimes due to what kind of upbringing they received. The lack of a secure attachment with their primary care giver (McCloud, 2007). The term gender refers to whether a person socially and culturally class  themselves as male or female, and which role they choose to live their life by in society. Rather than the term sex; which is what’s chosen biologically by genetics whilst in the womb (Who, 2014). Psychologists look at gender difference within the nature/nurture debate; to see if genetics or environment factors play a part in what makes genders behaviour and act differently. There are stereotypical gender roles in society; examples of which are that females are seen as maternal caring and loving people whereas males are seen as aggressive, dominate, and the breadwinners. Scientists know that there are biologically difference between genders; such as hormones, and chromosomes, these are scientifically proven. Also they have been shown to majorly impact a person’s behaviour, for example the male hormone testosterone is contributor to aggressive behaviour and is the reason behind why males have more muscle mass supporting the nature perspective. Whereas nurture supporters believe that gender differences come from the environment, for example, children are dressed in colours which are stereotypical for their sex; blue for a boy and pink for a girl. This is further supported by the self-fulfilling prophecy; that if a person is told that they are something (male or female in this case) they will eventually believe this which will affect their behaviour. Interactionism is a term used to describe genetic gender differences which are influence or modified by the environment. Mary Mead conducted an experiment supporting the nurture argument of gender differences in 1935, where she studied three different tribes; Arapesh, Mundugumor, and Tchambuli. The arapesh were non aggressive, with a caring attitude towards children. The Mundungumor were aggressive and cold towards children. The Tchambuli was the tribe were the males were submissive and passive. The results were that Mead found a slight pattern in male and female behaviour across different cultures however there were a lot more differences. Supporting the nurture argument as in Mead’s study two tribes showed role reversal; in one tribe the males were dominate and aggressive, whereas in another the females were, and the males were submissive. Also females being cold and uncaring towards children; this showed psychologists that it can’t be instinctive or genetic that women must have maternal  tendencies. This therefore shows interactionism in western society. A criticism of this study is that all three tribes where in close proximity therefore are the sample could be said to be culturally similar (Benson, 2005). Buss et al in 1990 conducted a study which found that males are more aggressive than females regardless of culture. They found cross cultural similarities between the genders; these were in how people look for a perspective reproductive partner. Buss et al found that men preferred youth and attractiveness whereas women looked for wealth and status. This study supports the nature debate as Buss et al studied a wide and varied sample of people, and some people believe that these results can still be seen today in the western world. Another psychologist credited for his work in regards to this debate is Bronislaw Malinowski; he carried out a research project in north-western Melanesia in 1929. Malinowski like Mead studied tribes however he looked at their sexual behaviour and concluded that sexual behaviour dominates every aspect of life regardless of culture, which further supports the nature debate. As with all studies, there are things which may affect the results of the research. With studying tribes there could of been a communication barrier, between the researcher and the participating tribes which would effect the results. The gender of the psychologist performing the study could influence the results as they could be said to be bias; as they may favour there own gender. Also the presence of a researcher in a person’s everyday life may alter the way that person behaves and acts around them. To conclude, there are lots of gender differences, some appear similar across the world whereas others appear to be culturally connected. In relation to the nature/nurture debate, there are arguments and studies to support both sides, and will always be a conflicting argument throughout psychology. Critically evaluate some evidence which offers support for the role of  Ã¢â‚¬Ëœnature’ in the heredity-environment debate on intelligence One disagreement people have in the topic of heredity versus environment is about the subject of intelligence; are people born an intelligent person or is this acquired over time, when information is learned and absorbed into a person brain. Intelligence is defined as a ‘manifestation of a high metal capacity’ (Dictionary, 2014). A commonly used test to assess a person’s intelligence is a series of questions called an IQ test; the higher the IQ score the more intelligent a person is believed to be. Francis Galton in 1869 studied the subject of intelligence and since then lots of psychologists have been interested in the debate and there have been many studies conducted (Malim & Birch, 1998). In support of the nature debate, there have been a lot of experiments conducted on siblings, including twins studies, and cousins. Twins can be categorised into two groups; monozygotic (MZ), and dizygotic (DZ). Monozygotic twins are ‘identical’ and share the same genetic information as they were produced from one egg, whereas dizygotic twins are produced from two separate ova and have the same genetic information as two children with the same parents (Malim & Birch, 1998). As with all studies in this debate, these have been heavily criticised by supporters of the opposing arguments, this assignment will evaluate some of these. The main criticism of the majority of IQ studies is that all the participants are children or adolescents. Newman et al in 1937 embarked on a ten year research project studying 100 pairs of twins, 19 of which were adopted MZ twins; 7 males and 9 females. These adopted twins had experienced different upbringings so Newman wanted to see how this affected their intelligence (Twin Studies, 2014). The results were that the IQ of monozygotic twins was higher than that of the dizygotic twins which Newman studied. They also showed that the IQ of twins reared together was higher that if the twins had been separated after birth. However a major criticism of this study is that Newman enrolled the twins  that he studied on similarities to ensure that the twins he studied were MZ, as at the time the technology wasn’t available to scientifically prove whether the twins were identical or not. Also the sample of twins which Newman et al studied has been said to be biased, due to the expense of conducting the experiment; Newman had to pay for the sample to travel and stay in lodgings in Chicago. The results could then be flawed as twins may have acted in a certain way to be chosen for the study in order to go on an all-expenses paid holiday during a time of great depression across America. It has also been proven that a pair of twins from Newman’s sample group were raised in the same town and even attended the same school (Benson, 2005). A more recent twin study was conducted by James Shields in 1962; Shields took a sample of 44 pairs of identical twins who had been brought up apart from each other. Shields enlisted these twins by a television advertisement and wanted to find out the correlation between their IQ results. The findings were that the correlation of identical twins reared apart was higher than the non-identical twins reared together; who Shields also studied. This study is often criticised due to the method the participants were enrolled onto the study; twins were put forward to the study as they looked alike, they may not have necessarily of been proven to be monozygotic or identical. Another flaw is that although Shield’s claims that the twins were brought up separately, they were often raised by members of the same family, lived locally, and went to the same schools. It is reported that one pair of twins, lived next door to each other. Despite the flaws this study is often seen as one of the st rongest twin studies in psychology in relation to IQ again supporting nature (Firth, 2009). Other than twin studies, some psychologist studied intelligence and how it correlates with differently between different ethnic groups and races in society. Arthur Jensen was one of these, in 1969 he analysed the differences in IQ results between different races, and published his results, which sparked outrage across america. Jensen’s devised an intelligence test for children, and his pupils to sit the test from the school which he was a professor at.  The test comprised of two parts; level one abilities or associative learning and level two abilities or conceptual learning. The results were that the ‘white american’ students performed better at the task two abilities than students of other races (Telegraph, 2013). Jensen concluded that intelligence was 80% inherited, as he believed this from his results that a child’s ancestry was the reason that some children scored poorly on the test. This leading to him to believing that intelligence is a factor of genetics and is passed on through generations. However there is an opposing argument, that this study also supports the nurture debate, as it shows how differ ent cultures are effected differently. For example, the caucasian children would of come from a higher social class than the ethnic minorities; therefore it was the environment and peers which affected their mental ability. The ethical issues involved with this study are evident as Jensen incited racism by publishing these figures. This could of also led to violence, and sparked hatred within the community and across american. Also some students could of been favoured over others, as they would be seen as clever, therefore received priority treatment, as proven in Rosenthal & Jacobson’s study in 1968. Jensen completed his test in 1960’s america, which was a hostile time, in particular within regards to race segregation, with the speech and assassination of Matin Luther King. Hans Eysenck was a German psychologist who is also credited for his work in relation to intelligence and race (Cherry, 2014). He wrote a book called: The IQ argument: race, intelligence and education, based on these studies and summarised the results. This book claims that ’80% of variability is inborn’ (Benson, 2005). Hans was also criticised as his views also focused on the differences between IQ results of blacks and whites, rather than treating people as equally as individuals. Eysenck believed it to be fact that white people had a higher IQ and set about telling the world. Some people didn’t agree with his views which involved him being attacked on numerous occasions and becoming a hated public figure. In conclusion, there are a lot of studies in psychology in regards to the  nature/nurture debate, on a whole array of topics. Intelligence is only one of these. Criticisms are prevalent throughout all these studies as it is a debate which people just can not agree on, and everyone has their own opinion. Reference List Allaboutscience, 2014, Darwin’s Theory Of Evolution (Online) Available at http://www.darwins-theory-of-evolution.com [Last Accessed 24-04-2014] Benson, N, 2005, Introducing Psychology, Totem Books:USA Birch, Malim, A & T, 1998, Introductory Psychology, Macmillan Press:Hampshire Cherry, 2014, Hans Eysenck Biography (Online) Available at http://psychology.about.com/od/profilesal/p/hans-eysenck.htm [Last Accessed 23-04-2014] Dictionary, 2014, Intelligence | Define Intelligence at Dictionary.com (Online) Available at http://dictionary.reference.com/browse/intelligence [Last Accessed 07-04-2014] Firth, J, 2009, Shields (1962) (Online) Available at http://mindsandmodels.blogspot.co.uk/2009/03/shields-1962.html [Last Accessed 24-04-2014] Joesph, J, 2008 Separated Twins and the Genetics of Personality Differences: A Critique, (Online) Available at http://jayjoseph.net/yahoo_site_admin/assets/docs/AJP_MISTRA_PDF.157214425.pdf [Last Accessed 12-.4-2014] McCloud, S, 2007, John Bowlby | Maternal Deprivation Theory | Simply Psychology (Online) Available at http://www.simplypsychology.org/bowlby.html [Last Accessed 24-04-2014] McCloud, S, 2007, Nature / Nurture in Psychology, (Online) Available at http://www.simplypsychology.org/naturevsnurture.html [Last Accessed 07-04-2014] Telegraph, 2013, Arthur Jensen (Online) Available at http://www.telegraph.co.uk/news/obituaries/9774459/Arthur-Jensen.html [Last Accessed 23-04-2014] Twin Studies, 2014, Twin Studies, (Online) Available at http://genepi.qimr.edu.au/staff/davidD/asthma11.html [Last Accessed 08-04-2014] Who, 2014, WHO | What do we mean by â€Å"sex† and â€Å"gender†? (Online) Available at http://www.who.int/gender/whatisgender/en/ [Last Accessed 24-04-2014]

Marketing Strategy of Viet Nam Toyota Inc

TABLE OF CONTENTS I. INTRODUCTION1 1. Overview Toyota motor Corporation1 2. Overview Toyota motor Viet Nam2 3. Literature review2 4. Purpose of this research paper2 II. METHOD3 III. MATERIAL4 IV. RESULT5 1. Personal information5 2. Research information6 V. REFERENCE 13 VI. APPENDIX15 * Questionnaire15 INTRODUCTION Toyota motor Corporation, abbreviated TMC, is a multinational automobile manufacturers headquartered in Toyota, Aichi, Japan. The company was founded by  Kiichiro Toyoda  in 1937 as a spinoff from  his father's  company  Toyota Industries  to create automobiles.Toyota Motor Corporation  (TMC) is the world’s largest automobile manufacturers, selling over 8. 4 million vehicles in 2010 on all five continents. Toyota today has 77 manufacturing companies in 27 countries and markets vehicles in more than 170 countries worldwide, supported by a consolidated workforce of approximately 320,000 people. A very efficient management style that the company uses has b een one of the reasons for the firm’s good performance. There are many other salient factors that have made the company achieve the niche of market leader. The market structure the company operates in cannot be definitely stated.Some may consider it to be a monopoly. This is due to the fact that the company is a dominant market player in car exportation. In fact, its differentiation strategy has made it enjoy an almost monopolistic presence especially in the developing nations of the world. On the other hand, the market structure can be seen as an oligopoly. This is due to the fact that there are other key players like GM who are peer competitors. Toyota is keen to see what these competitors are doing and make sure it reacts to their actions in a way that will guarantee its market leadershipWith their consistency in innovating designs and over a billion dollars spent in advertisement a year, Toyota has become an attraction in the eyes of many auto consumers worldwide. Toyota has built its reputation not only by producing high quality vehicles at affordable prices, but the brand and marketing skills they use through tactful pricing strategies. Toyota has differentiated their prices from the traditional pricing set up of many of the other automobile makers. However, it is their effectiveness in targeting consumers' needs and wants that has pushed them to the top.Toyota motor Viet Nam ( TMV) was established on September 5,1995 ( official opening in October 1996 ) . In Viet Nam, Toyota is one of the most famous car brands, accounting for a large market share in the market, with many kinds of car that meet the needs of Vietnamese consumers. Joining the automobile market since its initial days, up to now, TMV has incessantly developed both in sales, production scale and labor force. According to Forture magazine’s (Published global business magazine). The key to success of Toyota corporations is not only style quality but also due to many reasons.One o f the main reason for success of TMV is that they concentrate on marketing and promotion plan for their products. This is a sound strategy that brings TMV to success. This study will show the importance of marketing strategy of Viet Nam Toyota Inc. METHOD Our 5-year research of Toyota Marketing Strategies in Viet Nam began in the summer of 2005 and ended in the fall of 2010. The subjects were selected from Toyota Ben Thanh, known as the best-selling and the largest agent of Toyota in southern region. This research surveyed 100 people.The major subjects were sales representatives of the agent, staffs of the marketing department and customers. In which, 30 sales representatives were chosen on the following criteria: having good achievement in the agent and receiving good feedback from customers. 70 selected customers were those who had demand of buying car and those who were the agent’s close customers or potential customers. The instrument employed in this study was interviews and survey (questionnaire). A set of 20 questions closely linked to the study was given to each subject. The interview with some random questions was based on subject’s characteristics (e. . job, department, product evaluation, income, etc). This survey took one week to get the feedback for evaluating and judgment. The questionnaire was also performed in online version under the help of Google Docs (https://docs. google. com/) and shared on social network Google+â„ ¢. All collected data was digitalized and statistics were made using Microsoft ® Excel and IBM ® SPSS ® Statistics software. MATERIAL Observations were made at customers shopping at the Toyota Company in order to learn the consumers’ attentions on products and their final decisions.The opinions of customers were collected by questionnaire and interview. In the questionnaire, there are two main parts that are personal information section and research information section separated. The personal infor mation part was designed to collect some private information of participants, particularly age, gender, and job. And the research information part which consisted of 20 research questions is divided into 4 main groups as follows: Group 1 (question 1 to 3) was designed to collect some private information of participants. Besides, it is used to define the customer’s demand and finance.From this we can find latent customers of the company. Group 2: (question 4 to 7) was to identify how customers get information about the product of Toyota companies. And we can know the marketing method Toyota company has used that brings the most effective result Group 3: (question 7 to 12) aimed at the opinions of customers after using Toyota corporations’ products. It is not only used to assess the quality, services but also the attitude of the staff. Group 4: (question 13 to 20) was used to get the complain from the customers and what they expect to the products and service in the futu re.From this we can identify the way to develop the company. RESULT * Part 1: Personal information Chart 1 – Gender Chart 1 indicates the participation of male and female in shopping through the Toyota system. It shows that not only women who have shopping habit but also men took a significant part of using toyota products (male accounts for 63% and female accounts for 37%). Chart 2 – Customers Besides, chart 2 displays the percentage of participants’ customers in shopping through the Toyota system in which business and office staffs are accounted for a large percentage (45% of business and 37% of office staffs).Meanwhile, other job also accounted for a considerable portion (18%), in which include singer ,actor, footballer,†¦ etc. * Part 2:Research information Why do more consumers choose Toyota? The same reasons the critics do. Toyota leads the pack in fuel efficiency, durability, popularity and safety. Toyota is the most fuel-efficient full line automaker in America. Plus, Toyota is the number 1 selling brand of hybrids – Toyota has more hybrids on the road than all other manufacturers combined. Moreover, Toyota has the greatest durability of any manufacturer.With the highest percentage of vehicles sold over the past 20 years still on the road among major manufacturers. And Toyota is the first manufacturer to include Star Safety System features standard on all vehicles. That's just part of the reason why Toyota has more vehicle listed on the top 10 of least expensive cars to insure than any other brand. Otherwise,  Toyota's received more 2010 JD Power & Associates Vehicle Dependability Awards than any other brand. Toyota has the largest number of vehicles on Cars. com's top 10 American Made Index.Seven Toyota vehicles have won IntelliChoice's Best Overall Value award for their segments. And Toyota is the highest-ranking auto company on Bloomberg Businessweeks' 2010 list of the 50 Most Innovative Companies. Chart 3 displays the customers’ criteria of choosing Toyota products which was divided into four main elements: benefit, price, companies’ reputation and quality. Over a half of them was preferred products’ quality (56. 25%) to price (21. 8%), companies’ reputation (12. 5%) and benefit (9. 37%). This finding shows that the consumers’ priority concern was products’ quality which conflicts with their experiences.Market Program This consists of the four marketing mix elements that are designed to fit the market in terms of their needs and ability to access such products and services. * Product Strategy The Company is believed to be moving with a strategy of mass production of which it has enabled it to sell widely in the global market. It has also included the strategy of hybrid product, where it can double the amount of production for the arising needs in the market. * Price Strategy The reputation of the Company has been developed by producing high quality ve hicles that can be bought at a reasonable price.The Company has also been using tactful pricing strategies through price differentiation so that they are different from other automobile producers. * Location Strategy Being a global producer and supplier of Toyota automobiles and their components, Toyota Company has positioned itself all over the world giving it a clear cut within the market. Within three years to come, it is working towards the achievement of about 35 percent of the market share, and this will make it to be best and top supplier of automobile products. * Promotion StrategyThe Company is determined to use a pricing mechanism that will give it a competitive edge over its main competitors. This is a mechanism that it is using to market itself so that it can get hold of market share that will see it better in achieving the highest level in the market. Marketing Implementation Analysis Toyotas main focus will be in reaching the new markets of China and Europe. It will al so be concerned about the competition from other firms like Ford and GM. An advantage the company has is the widely differentiated product range.Establishing new factories in these new markets as well as opening up new franchises will help the company in getting an ease of penetrating the new markets Human resource is one of the most important aspects in this plan. The company should always make sure they have highly motivated staff as this is directly proportional to good production both in the qualitative and quantitative aspects. Toyota can do this by coming up with schemes of rewarding their employees like helping them own cars subsidized rates. The company should also make sure the personnel are the best in terms of technical know-how.The company needs to carry out frequent training towards this end. Tactical Marketing Activities Toyota has taken a bold step in being a leader in sustainable development. This position will need some innovations which translate to expenditure. Th ey are however necessary as a way of staying ahead of competition. The activities the company will embark on are given in chart 4 Chart 4: Tactical Marketing activities Specific Tactical Activities| Person/DepartmentResponsible| RequiredBudget millions of yen| CompletionDate| Product Activities1. Car air conditioning compressor2.DC-DC converters for fuel efficiency 3. Low Exhaust Emission Engine | Production engineers and Product management| 30. 45| 2011| Pricing Activities1. New Technologies2. Compression of Production platforms3. Merger of Assembly points| Operations management| 15. 25| 2012| Distribution Activities1. Opening up of new factory in America and china2. Machine handling3. Logistical operations| Logistics management| 21. 40| 2010| IMC (Promotion) Activities1. Concerts2. Volunteer3Youth Invention club| Marketing manager| 9. 20| 2012| Implementation PlanThere are a number of activities that have been projected within a life span of three years and the following represent ation shows the aspects that have been targeted and within what strategic period of time. Year| To be Achieved| New Targeted Markets (millions)| Cumulative Targeted Markets (millions)| Today (2010)| Working towards hybrid products| 250| 250| 1st Year (2011)| Introduction of pricing mechanism and price differentiation strategies. | 320| 600| 2nd Year (2012)| Enhancing hybrid products by use of new technologies| 370| 970| 3rd Year (2013)| Product differentiation to meet the needs of the market| 420| 1320|REFERENCE 1. Armstrong, G. , ; Kotler, P. (2002). Marketing: an introduction (International edition). New Jersey: Prentice Hall. Retrieved October 7, 2010 from http://www. pearsonhighered. com/educator/product/Marketing-An-Introduction-7E/9780131424104. page 2. Armstrong, G. , ; Kotler, P. (2003). Marketing: an introduction. New Jersey: Prentice Hall. Retrieved October 7, 2010 from http://html-pdf-converter. com/en/convert? u=search-pdf-books. com/philip-kotler,-and-gary-armstrong. -m arketing-management. -prentice-hall,-2003-download-pdf-free-pdf/ 3. Chamberlin, P. (2009).Customer service complaint handling. New York: The Gurdian. Retrieved October 7, 2010 from http://www. impactfactory. com/p/customer_service_skills_training_development/issues_936-2103-87287. html 4. Hiroshu O. (2003). Chairman’s message. Retrieved September 30th 2010, from the Toyota company website. http://www. toyota. co. jp/en/ir/library/annual/pdf/2003/chairmans_message_e. pdf 5. Levitt, T. (1975). Marketing myopia. Harvard business review , 26-40. Retrieved   October 7, 2010 from http://www. casadogalo. com/marketingmyopia. pdf 6. Johannes, G. , Bill, K. , ; Plenert. (2000).Finite capacity scheduling: management selection and implementation. New York: John wiley ; sons Inc. Retrieved October 7, 2010 from http://search. barnesandnoble. com/Finite-Capacity-Scheduling/Gerhard-Plenert/e/9780471352648 7. Porter, M. (1996). What is strayegy? Harvad business review , 61-69. Retrieved Oc tober 7, 2010 from http://www. ipocongress. ru/download/guide/article/what_is_strategy. pdf 8. Shaffer, J. (2003). Communicating for business results: how to choose and execute communication projects that dramatically help company. Journal of employee communication management , 34-36. . Thomas, J. G. (2001). Business planning: long range and strategic management. Dublin: Black Hall Publishers Ltd. Retrieved October 7, 2010 from http://books. google. co. ke/books? id=MiR2ls7Uyo8C;dq=Business+planning:;source=gbs_navlinks_s APPENDIX QUESTIONNAIRE Name of the consumer: ________________________________ Age: ______ Sex: _______ Address: ______________________________________ City: ________________ State: ___________________ Zip: _________________ Telephone: ____________________ Fax: ____________________________ Email: _________________________ 1.In what type of business, industry or profession do you work? (Please check one. ) 0 Agriculture/forestry/construction 1 Data processing/compute rs 2 Finance/banking/insurance 3 Health care (medical, dental, etc. ) 4 Real estate 5 Wholesale trade 6 Retail trade 7 Other: ______________ (please specify) 8 Communications/publishing/advertising 9 Education 10 Government/public administration 11 Manufacturing 12 Personal/business services (consultant, CPA, lawyer, etc. ) 13 Transportation/public utilities 2. What is your position? (Please check only one. ) 14 Chairman of the Board 15 Owner/Partner 6 Other Company Officer (V. P. , Treasurer, etc. ) 17 Manager 18 Scientist or Engineer 19 Sales 20 Clerical 21 Other: _______________ (please specify) 22 President/CEO 23 Director 24 Department Head 25 Supervisor/Foreman 26 Other administrative position not mentioned 27 Technical Specialist 28 Retired 3. What is your total annual household income? (Include income from all family members and all sources—salary, bonuses, investment income, rents, royalties, et 29 Less than $30,000 30 $40,000 – $49,999 31 $60,000 – $74 ,999 32 $100,000 – $149,999 33 $250,000 – $499,999 34 $1 million or more 4.How often do you see the advertisement of Toyota Corporation ? * Once in a day * More than 5 times * Not even once 5. Please state where you first heard about companies. * Infomercial: ________  Radio ad: _______  Newspaper ad: _______ * Internet: ________  Sales agent: ________  Company rep: ________ * A friend: ________  Family member: ________  Other (specify): ________ 6. Did the ad provide relevant information about the product? * Excellent * Very good * Not appealing at all 7. Are the claims made in this advertisement believable? * Very believable * Not believable * Can't say 8. How is our customer service? Very good * Average * Poor 9. Does the marketing team act like professionals? * Yes * No 10. Please rate your satisfaction with the quality of our products. * Excellent * Very good * Average * Poor 11. Please rate your satisfaction with the delivery system of our products. * Excellent * Very good * Average * Poor 12. Please state the best aspects of our products ______________________________ 13. Please state the worst aspects of our products ______________________________ 14. List any other features that you would like to see in our services or products ______________________________

Pak China Friendship

In early 1960s, the regional and international environment played an important role in bringing about an upswing in Pakistan-China relations. China, which was under the strong pressure of the West led by the US in those days of the Cold War as shown by the establishment of SEATO and had fought a war with India because of their territorial dispute, needed friends to end its international isolation and counter India in South Asia. Pakistan because of its strained relations with India was in search of friends in its neighbourhood to neutralise, to some extent, India’s power superiority. China met the demands of Pakistan’s strategic compulsions.Pakistan’s realisation of the strategic importance of its friendship with China increased as it became acutely aware of the unreliability of the Western support in any conflict with India. The 1965 Pakistan-India war confirmed these apprehensions. The global strategic environment underwent a dramatic change in the 1970s with t he rapprochement between the US and China, in which Pakistan had played an important role, to counter the perceived security threat posed by the Soviet Union to both Washington and Beijing. Thus, the Western impediment to the strengthening of Pakistan-China relations was removed.In fact, following the Soviet invasion of Afghanistan, both Pakistan and the US needed and secured China’s support to defeat the Soviet occupation through the Afghan jihad. The end of the Cold War in 1991 brought about another dramatic transformation of the global strategic scenario. For about a decade after the end of the Cold War, the US loomed large on the global scene like a colossus. No other country matched its enormous military power and economic strength. There were signs of concern in the 1990s on the part of China about the emergence of the US as the global hegemon and the unipolarity of the international political system.This period also witnessed the commencement of the process of the stre ngthening of US-India relations to contain China and the imposition of the US economic and military sanctions against Pakistan because of its nuclear programme. These developments brought Pakistan and China closer together. The result was increased Pakistan-China cooperation in various fields, including the field of nuclear technology. Pakistan’s need for China’s support and cooperation increased also because of the intensification of the freedom movement in the Indian Occupied Kashmir andthe resultant tensions in Pakistan-India relations. The US â€Å"unipolar moment† soon passed. The first decade of the 21st century witnessed the commencement of a radical reconfiguration of the global strategic scenario driven by China’s phenomenal economic progress and rise as a leading global power. The initiation of policies of economic reforms and opening to the outside world in 1979, under China’s paramount leader Deng Xiaoping, unleashed powerful forces tha t accelerated China’s economic growth to dizzying heights.Consequently, its GDP grew five times between 1979 and 1998 as against the target of fourfold increase. Since 1998, China has recorded growth rates averaging about nine percent per annum, propelling it to the position of the second biggest economy in the world. China’s GDP during the current year is expected to reach the figure of $9. 2 trillion as against the US gross domestic product of $16. 3 trillion. In purchasing power parity (PPP) terms, its GDP would reach the figure of $13. 9 trillion during the current year.According to latest projections, China will overtake the US economy in PPP terms within the next few years and in nominal terms some time in the next decade. In 2012, it overtook the US as the world’s biggest trading nation in goods with the combined total of its exports and imports reaching the amount of $3. 87 trillion as against the $3. 82 trillion for the US. The rapid growth of Chinaâ₠¬â„¢s economy has also enabled it to increase its military expenditure at a fast rate to safeguard its security interests. its annual military expenditure is currently about $106 billion as against $36 billion for India.However, its military expenditure is still a very small proportion of the US annual military expenditure. Such a massive shift in the global balance of power cannot but have far-reaching implications for international politics. The US ability to impose its will on the rest of the world in the economic field is fast eroding. Correspondingly, the effectiveness of its economic sanctions against foreign countries will also decline. It has forced the US to pivot its naval forces to the Asia-Pacific region where it will deploy 60 percent of its naval assets by 2020.It is strengthening its alliances in Asia with Australia, Japan and South Korea. It is trying to checkmate China’s territorial claims in South China Sea by extending political support particularly to Viet nam and the Philippines. Above all, from the point of view of both Pakistan and China, the US is engaged in close cooperation with India in economic, military and nuclear fields to help build it up as a major world power of the 21st century with a view to containing the expansion of China’s influence in South Asia and the Indian Ocean region.The growing rivalry between the US and China, and the US efforts to build up India as a bulwark against China, have important strategic implications for Pakistan. The growth in the depth, and the extent of US-India cooperation, is likely to push Pakistan closer to China as a counterweight to India’s possible hegemony in South Asia. US threats of sanctions against Pakistan because of its decision to proceed with the Iran-Pakistan gas pipeline project will further hasten this process. On the other hand, these developments will deepen China’s inclination to develop closer relations with Pakistan.Thus, from purely a strategic po int of view, the future prospects of Pakistan-China relations are quite bright. It was against this background that during the fifth round of the Pakistan-China Strategic Dialogue held in Beijing in November 2012, Pakistan’s Foreign Secretary and the Chinese Vice Foreign Minister agreed that Pakistan and China needed to close ranks to face the extraordinary global and regional challenges. However, there is no room for complacency.Pakistan’s bilateral trade with China, which was estimated to be $10.6 billion in 2011, was far behind the Indo-China trade of $80 billion. We must, therefore, pay special attention to the building up of Pakistan-China relations in economic, commercial and cultural fields, while maintaining close cooperation in political and military fields. Future possibilities of economic and commercial cooperation include a rail link between Pakistan and China, oil and gas pipelines through Pakistan to connect Xinjiang and the rest of China with the Strait of Hormuz and West Asia via the land route, and a rapid increase in bilateral trade.However, Pakistan would have to put its own house in order, reorder its domestic priorities, energise its private sector, and streamline its procedures to take full advantage of the opportunities that beckon us. On the political side, we should be sensitive to China’s concerns about the activities of the Taliban and other religious extremists in so far as the situation in Xinjiang province of China is concerned. Religious moderation is good not only for our internal political health, but also for our relations with China.

Business Ethics Essay Example | Topics and Well Written Essays - 750 words - 23

Business Ethics - Essay Example By so doing, businesses will increase their profit and benefit the society by reducing their suffering. The theory makes businesses to work in a way that will help the society and not cause them pain (Mill 2007). The purpose of this theory is to enable businesses to get the best results from their actions. According to Marshall (2009), every person has their own rights that should be respected. Businesses need to also respect the rights of their customers. According to Velasquez (2015) Kant feels that individuals should be assisted to achieve their expected end results. It is also the duty of businesses to sell goods and services that help their customers to get what they wanted when they were buying the goods and services. Businesses should sell goods that are fresh and not expired because it is the right of the customer to get good products. When businesses do something wrong to their customers, they should do justice by taking actions that will make their customer to recover what they have lost (Wettstein 2009). According to Velasquez (2015), Maqasid al Sharia states that justice and equity should be established in the society to protect the individuals and their property. Businesses need to take good care of their customers. When they do so, the customers will feel good about buying the goods or services from the business and this will increase the profits of the business. According to Frei & Moriss (2012), customers return to buy goods from a business when they feel that the business is taking good care of them. Caring for customers makes them happy and happy customers will return to buy things from the business many times. Capitalism is a system where businesses and other money making activities belong to individual people or companies. This makes businesses to compete with each other so that they can serve their customers well and make a lot of money (Boltanski & Chiapello 2005). Businesses that make

Florida history Research Paper Example | Topics and Well Written Essays - 1250 words

Florida history - Research Paper Example During the early 1860s’ Civil War, Florida became the third state to sever ties with the Union. This paper examines the history of Florida ending 1877. The colonial conflicts witnessed during the Spanish rule kept the population of Florida’s native communities at bare minimum (Wilkinson 1). Groups of Seminole Indians inhabited urban centers along the Suwannee River and in what is currently known as Alachua County. The native Seminoles reared farm animals, which they depended upon as sources of food and transport (Clavin 792). The communities were also keen on trading them with the foreign settlers. The development of the United States of America into a more modern society also shaped social, political and economic activities in the state. Many Americans thought occupying land in the Spanish Florida was profitable or fashionable. In addition, runaway slaves maintained a steady inflow into the region. St. Augustine’s finest team of warriors was comprised of a 50-member unit of non-whites who had escaped servitude. At the same time, servitude became the order of the day in Florida as British, French, Cuban and local American settlers established large farms for rice and cotton farming (Wilkinson 1). Like settlers in other American states, Florida’s settlers used the slaves as laborers in the plantations. There were limited periods of tranquility, however. In 1810, a popular rebellion against colonial Spanish began in West Florida. Two years later, American soldiers were in control of sections of East and West Florida during the First Seminoles War. In 1817 and 1818, Union troops again advanced across the border to reign over the native Seminoles (Dyer 283). A year later, Spain agreed to transfer the two Florida regions under their control to the United States. The agreement was finalized in 1821. Under American control, the East and West Florida were united to form one American zone, which became the modern

Creon and Antigone Being Stubborn In Antigone Essay

Creon and Antigone Being Stubborn In Antigone - Essay Example The play also shows how the gods mediate. Creon is punished for passing unreasonable rules. Key conflicts are also illustrated in the play. There is a conflict between the society and individuals. Antigone struggles against the authorities so as to reveal an unjust rule. This exposes a conflict between Antigone, Creon, and the communal customs that perceived that women are weaker than men and cannot participate in political decision-making. There is a conflict between two persons. There is a battle between Antigone and Creon, a representative of the state. Antigone also battles Ismene, who tries to convince her not to perform a burial ceremony for her brother. In addition, Creon quarrels with his son. Moreover, there is a conflict between the supernatural and the person, as Antigone’s household is cursed by the gods. The Antigone’s household fate causes their destruction. Finally, there is a conflict inside a person. For instance, in scene five Creon must relent even if he does not want. Both Creon and Antigone are tremendously stubborn. Their stubbornness causes their demise. Both of them are extremely independent individuals. Creon declines to accept anyone’s views except his own.

Teacher accountability Essay Example | Topics and Well Written Essays - 1000 words

Teacher accountability - Essay Example It will also argue in favor of releasing these evaluation results to the public. Additionally, the paper will include the arguments that may oppose the inclusions of the above recommendations in the evaluation programs. Evaluation programs The implementation of change has been reluctant as teachers feel their efforts in the classroom are not effectively considered in the evaluation programs (Nathan, 2009). According to Nathan (2009), the activities in the classroom should be vastly included in the evaluation programs. The author further argues that the activities in the classroom can change the level at which students are exposed to quality education. Evaluation programs used in evaluating programs are; I. Classroom activities Classroom activities refer to the tutor initiatives created in the classroom setting. When evaluating teachers, their efforts in the classroom should constitute a majority of the tools used. This is because teachers spend most of their institutional time in cla ssrooms and acquiring instructor skills. This makes it fair for any evaluation process to greatly consider these efforts. Lareau (1987) argues that classroom evaluation should be the only tool to be considered when evaluating teachers; thirty percent inclusion in the evaluation programs would be important in understanding the ways in which tutors perform in classrooms (Lareau, 1987). Classroom activities make ups seventy percent of all the evaluation tools used on students (Nathan, 2009). Classroom activities include: Continuous assessment tests- written or oral test during mid-terms and the beginning of the term Student participation in group projects- this includes assessments on a student’s ability to work in a group and their success in it. Writing projects and research papers- this evaluates a student’s ability to carry out their own analysis on specific topic as guided by the tutor Routine assignments- routine assignments refer to activities assigned by teachers in regards to research question on a specific learning task Creation of assessment personal assessment tools- tutors help students develop personal assessment tools that help then evaluate their classroom progress Daily class attendance II. Feedback from principles In traditional evaluation programs, principals provided all the required information about teachers in a particular institution. A principal’s contribution can be based on friendship or any other social ills. In this case, principals should only provide the curriculum that an institution uses for verification of the teachers’ activities (Nathan, 2009). This is important because value-added data presented by teachers in the classroom are based on the institution’s curriculum which is mostly created and scrutinized by principles. This argument also supports the fact that value-added data should be included in the programs that evaluate teachers. III. Requirements from the curriculum Lareau (1987) argues that teachers rarely operate under their own consent, which means that the curriculum provided to them by the government is what they present to the classroom. The only way to be fair in evaluating teachers is through the consideration of the curriculum and how the curriculum is presented in the classroom. 30% of the value-added data based on the curriculum

Multiculturalism in Canada a Myth or reality Research Paper

Multiculturalism in Canada a Myth or reality - Research Paper Example Multiculturalism allows people to follow their cultural norms and values freely because it integrates a sense of tolerance in the people living in the society. Canada is one of those countries which exhibits multiculturalism as people belonging to different parts of the world live there for different purposes. Canadian government encourages minorities to participate fully in different social acts by enhancing their level of social, economic, and cultural integration (CIC). Canadian government not only promotes its own culture and religion but also gives respect and consideration to the religions and cultures of ethnic minorities. In this paper, we will discuss whether multiculturalism really exists in Canada or it is just a myth. Multiculturalism in Canada: A Myth or Reality Dewing and Leman state, â€Å"Canada can be described as a multicultural society whose racial and ethnic diversity is expressed in different ways†. I personally believe that multiculturalism in Canada is a reality because in Canada, there is very little income inequality and people from different cultural backgrounds are living in Canada for so many years. Although 70 percent of the Canadian population is Roman Catholic, but all other people living in Canada are free to follow their respective religions. The government of Canada promotes social equality and that is the reason why Canadian people have no difficulty or pressure in obeying their religions openly. Canadian people believe that a culture is never based on a single race or religion; rather it is a combination of various factors that continuously change with the ongoing changes in the world. Canadian government has adopted various multiculturalism policies, which also prove the existence of multiculturalism in Canada. â€Å"Canadian multiculturalism policy is about valuing diversity† (Rao). Multiculturalism policies of the Canadian government have really made a strong and positive impact on the minds of the foreigners . A large number of foreigners give preference to immigrate and live in Canada because they consider Canada as the true multicultural society where every individual has power to live according to the culture of his or her own country. In 1970s, Canadian government approved multiculturalism as an official policy in order to strengthen the concept of diverse culture and to protect the rights of minorities living in Canada. â€Å"The Government of Canada is committed to reaching out to Canadians and newcomers and is developing lasting relationships with ethnic and religious communities in Canada† (CIC). Canadian government is very friendly and supportive for the immigrants and provides protection to their religious and cultural places. This is the reason why a large number of people want to immigrate to Canada. In Canada, every person is free to follow the culture, which he or she likes. There is no compulsion on any person to follow the cultural norms and values of the Catholic society, rather every religion and culture is given due respect in Canada which make it a real multicultural society. Cultural identity, productive diversity, and social justice and freedom are some of the widely recognized concepts of Canadian society, which endorse the element of multiculturalism in the society of Canada. Some other policies include acceptance of multi citizenship, celebration of festivals of

Lack of Motivation and Leadership Issues Essay Example | Topics and Well Written Essays - 2250 words

Lack of Motivation and Leadership Issues - Essay Example A number of solutions have been proposed such as the introduction of the motivational program, transformation in leadership, facilitating teamwork etc. However, among that introduction of incentive scheme and adoption of democratic leadership style have been recommended. Finally, the implementation process has been emphasized. The case entails the owner of Giovanni’s Pizzeria, Riccardo Lombardi. The owner was extremely worried despite the fact that his business was doing extremely well. However, his primary concern was regarding the fact that whether the success will continue or it will diminish as a number of competitors are entering the market. The franchise was purchased by Riccardo 10 years ago from the American Giovanni’s Pizzeria. Since then it has been able to establish 40 stores around the markets of Australia. It has its headquarters in Glen Waverley, Victoria. The franchise is segmented into six areas. The operations of each and every area are looked upon by a state manager. Furthermore, all the stores are administered by a store a manager along with two assistant managers. The company has different policies for hiring employees. However, they do not consider education as the only indication factor for getting a job in the stores. Most of the employees who work on the store have tertiary education and of age 24 to 27. They get selected on the basis of their abilities to perform the job. There are issues within the company for not providing any formal training. However, it is a secondary issue. The case further details that the company’s Ballarat store of Victoria was facing a number of issues such as increasing percentage of unsold and damaged goods, malpractices of the employees, high employee turnover due to stringent policies and also dissatisfaction among the employees due to autocratic leadership style. In order to reduce the impact of the problems on the day to day operations of the operations of the outlet, the  store manager Marcello imposed a set of guidelines.  

Advantage and disadvantage of globalization Essay Example for Free

Advantage and disadvantage of globalization Essay Innovation ideas, which are suitable to adapt changeable customers’ preferences. With the development of technology, customers preferences are always updated due to global information transmit. Global Managers are capable to create more inventive products to keep and expand global markets. 2. Localization, which can avoid cultural conflict between local customers and global company, avoid future failure of investment of subsidiary of local company. Global managers must consider customizing products to comply with local national traits and policies. On-time follow-up, which is necessary to find and solve customers’ problems, renovate and meet their requirements, to update and improve the level of global marketing. Global managers are responsible for timely feedback to customizing products. Market segment, which is flexible for global manages to make differential marketing strategy for different products in different markets. Some products with lower price and higher frequency usage can be adapted standardization strategy, which some products with high price and lower frequency usage can be adapted customization strategy. High manufacturing costs. In order to adapt different customers preferences in different markets, global companies must put their products into different manufacturing process, or different testing system, or different package operation, etc. so that the products can be customized to sale in the global market. Unavoidable national barriers. Almost every country set national trade barriers or policies to protect local companies business. And some of countries have their own cultural and religious, own living habits, global companies are difficult to enter inside without any risks or discourages. Redundant market researches. Global companies have to contribute themselves into lots of market surveys and researches, because it can influence decisions among subsidiary market. However, without local questionnaires or face meeting, data collect and calculation, case study and comparison, etc. , global managers cannot finalize a new investment program carelessly.

Features of Robot Design

Features of Robot Design ROBOT DESIGN Section 1 Requirements 1.1 Introduction Robot is a kind of automatic machine, which has particularly a series of similar competences as human-being, such as sensing capability, planning capability, moving capability and so on. The word ‘Robot was referred by Czech writer Karel ÄŒapek in his play R.U.R (Rossums Universal Robots), which was published in 1920. [1] Moreover, the word robotics, which describes this kind of field of study, was referred accidentally by the science fiction writer Isaac Asimov. In his science fiction, all the robots must obey the Three Laws of Robotics (a set of three principles). The laws are stated as follows: 1. A robot may not injure a human being or, through inaction, allow a human being to come to harm. 2. A robot must obey any orders given to it by human beings, except where such orders would conflict with the First Law. 3. A robot must protect its own existence as long as such protection does not conflict with the First or Second Law. With the developing of science and technology of modern society, robot is moving toward the trend of the development of intelligent. The one we will design is called Autonomous Mobile Robot which is a kind of mobile robot. It has varieties of sensors and controllers on itself. In addition, it is a robot that can independently complete some tasks without external information input and control during operations. The target for autonomous mobile robot is to, in the absence of external intervention and without making any provisions on the circumstance and changing conditions in carrying out the process, sense around the local circumstance information continuously and make a variety of decision-making independently and finally move purposeful and the complete the tasks. Accordingly, navigation technology is the core of autonomous mobile robot. 1.2 Lifecycles The diagram of lifecycles for this project is given below. It shows from the beginning of the project to the end. The system project management is an extremely vital part in every project, though it is always ignored in many teams. We need make a point of doing project management before do everything. We could discuss in a group to think out all of the possibilities which may happen in the project. ‘Many torpedoes are better than a single bullet. [7] Therefore, a group discuss together may motivate more and more inspiration rather than each single thinks it alone. A typical system feature should have simple function but complex design. It need also make a series of requirements after discussing by group, because it provides some different point of views. Possibly, there will be some quarrels during the discussion, hence, we need to respect to everyone and every point of view. In addition, a straight discipline will be built throughout the project. Every engineer should behave in honest and ethically responsibility. Otherwise, they will not be treated as a professional engineer in their fie ld. Nearly half of team, who is failed in the project, is due to a bad project management. However, the majority of teams may give incomplete requirements in the project; therefore, the result for them is also fail. To sum up, building a high-quality project management and system engineering will decrease project failure probability. 1.3 Quality Plan The quality plan displays the required product qualities and how these are measured and defines the most important quality attributes. The product quality is defined in High-level which emphasize the capabilities of developers for this project. Therefore, we have to consider if the project objectives are specific, measurable, achievable, realistic and time-limited. The quality plan structure is showed in table 2. Process Description Build all of the motors, microcontrollers, sensors and other components on the housing. Then connect all components to the power supply. In addition, build the software code into microcontrollers. Finally, before the formal race, we need to test the robot and improve on the ability such as speed, stable and so on. Quality Goals To drive as fast as possible and also ensure the egg will not get out of the car. Table 2. Quality Plan Structure 1.4 Requirements specification There are a series of requirements going to be given in the paper. It can be grouped in terms of Mandatory, Preference and Operational. Three specific tables of these requirements are given as follows:  ·Mandatory Requirements Motor To make the wheels rotate. Designer need two motor corresponding with two rear wheels. Sensor To provide the robot drive on the right route. It uses A/D conversion to send the signal into singlechip. DC Converter To step-down the voltages from the power supply. The work voltage for singlechip is around 5V, but the power supply given is much higher than it. Hence, designer needs to reduce the voltage. Wheels To make the robot running. Designer need two rear wheels which measure the speed of rotating and one base wheel which makes the robot balance. It Microcontroller To integrate all inputs, outputs and memory etc. into one chip. Housing To put all components on. It is a base for the robot car. Power Supply To provide voltage so that works successfully. Wires To connect all components from one hole to another. Spoon To carry an egg whilst undertaking its journey. Black line To give the robot a track to race. The black line is 5 meter long. It can be designed any shape of routes.  ·Preference Requirements Aesthetic Appearance To prettify the robot from inside to outside. It will be done after dealing with all Hardware and Software components, including adding several Led lights or a sound box. Also, orderly wires connected on the breadboard will be considerate. All of the opinion above would make consumer happy. Battery To give a wireless robot car. Using a pack of battery instead of wired power supply can make a ‘real robot. However, it will increase the weight of robot itself.  ·Operational Requirement Personnel To distribute each part of project to each of six team member specially. In the project, there are different tasks such as programming design, hardware design, mechanical construction etc. After discussion by group, we can filter out the best parts of each section. Therefore, the project can be distributed to each team member who did the best in his field. In addition, there should be a team leader, for supervising and coordinating every part in this project. Test Equipment To test the robot after designing and assembling work. Designer can use different types of raceways to test the ability of the robot such as the maximum speed, minimum and maximum radius of turning circle etc. Facilities To fix the robot with exact tools. Designer needs some basic tools to assemble the components on the housing. Technical Data To give some specific details. Designer may search online to get some technical data, which can prove our design point. Computer Software To design the programming code. Using Microchip MPLAB(if designer use PIC microchip) or other similar software to build the programming code. Cost To control the budget. As we know, designer should give a budget before working. In this project, the budget is 40 pounds, while we can exceed the budget by paying own. However, it is not a good solution. Therefore, the budget should be controlled strictly. Section 2 Design 2.1 Design Outline We divide the design outline into two parts. One is Hardware, and the other is Software. Both of them are extremely vital in this project. We will use EE2A laboratory component to guide us design the project throughout. [8] All of the specific details for each component will be given in each part. A table for design outline is as follows: HARDWIRE Motor Housing Sensor Microcontroller Power Supply SOFTWARE MPLAB IDE 2.1.1 Hardware 2.1.1.1 Servo Control The key of Servo Control is motor. In this paper we will give two kinds of motors—Servo motor and Stepper motor.  ·Servo Motor: It is one kind of indirect subsidy motor speed changing device which can control the mechanical components of the engine running. It can control the speed, displacement accuracy. In addition, it makes voltage signal into torque and rotational speed to drive the controller. The servo motor is divided into DC servo motor and AC servo motor. Servo motor mainly relies on impulse to locate. Also, when servo motor receives a pulse, then it will rotate an angle which is corresponding to one pulse. Thus, it may achieve a displacement. Because of the servo motor has sent a pulse function itself, hence, each servo motor will sent the corresponding numbers of pulse when it rotates an angle. Moreover, it is connected to the pulse which is received by the servo motor, or called ‘Closed-loop. Furthermore, the system will know how many pulses have been sent and how many pulses have been received simultaneously. Accordingly, we can control the motor rotation accurately, in order to achieve precise positioning which can reach 0.001mm. In DC servo motor, it is divided into brush and brushless motors. The characteristics of brush motor and brushless motor are as follows: Brush: Low cost, simple structure, large starting torque, speed range is wide, easy control. Do need to maintain (but easy maintenance). Brushless: Small size, light weight, fast response, high speed, small inertia, smooth rotation, stable torque. Complicated control, easy to implement intelligence. High efficiency, low operating temperature, small electromagnetic radiation. Motor maintenance-free.  ·Stepper Motor: Stepper motor is an open-loop control element which translates electrical impulse signals into angular displacement or linear displacement. Under the non-overload condition, motor speed and stop location only depend on pulse frequency and pulse number, regardless of the load change. That is, to send an electrical pulse signal, then turn one motor step angle. The existence of this kind of linear relationship, coupled with only a periodic error of stepper motors without the accumulated error, makes simple to control the stepper motor in terms of speed, position and other control areas. The characteristics of stepper motor are given as follows:  · Stepper motors are constant power devices When there is a motor speed increasing, then the torque decreases The torque curve may be extended by using current limiting drivers and expanding the driving voltage. Stepper motor has more vibration than any other motors. The vibration becomes awful at some speeds and may affect the motor to lose torque. The effect can be reduced by increasing velocity quickly through the problem speeds range, actually damping the system, or using a half-stepping motor. Motors with many phases also display smoother operation than those with fewer phases. The technical requirements of the servo control system 1. System Accuracy The accuracy refers to the reappearance of the input signal corresponding with the output of the precision required, which performs in the form of errors. It can be summarized as dynamic error, steady-state errors and static errors, which are composed of three aspects. 2. Stability The stability of the system means that when acting on the system after the disappearance of the interference, the system can be restored to its original steady-state capacity; or when there is a new input to the system command, the system will reach a new stable operation of state capacity. 3. Response The response refers to the output follow the input commands changing in reaction speed, which determines the efficiency of the system. The Response speed corresponds with a number of factors, such as the computers speed, movement system damping and quality etc. 4. Operating Frequency The operating frequency usually refers to the system which allows the input signal frequency range. When the operating frequency signal is input, the system will work according to the technical requirements, while the other frequency signal is input, the system will not work properly. The classifying of servo control system There are three kinds of common classifying as follows: 1. According to the different characteristics of parameters. 2. According to the types of the driving components. 3. According to the control theory. The Structure of servo control system Servo control system typically includes in five partscontroller, controlled object, implementation part, testing part and comparison part. 1. Controller Controller is usually a computer or a PID control circuit. The most important task is to compare the warpage output signal and deal with the transform processing, in order to control the implemental components act under the requirements. 2. controlled object The object is controlled including displacement, velocity, acceleration, force and torque. 3. implementation part The function of the implementation part is in term of control signals, according to the requirements of the various forms energy of the input transform into mechanical energy, in order to drive the controlled object. 4. testing part Testing part is a device which is able to measure the output and convert into more areas of the dimension that needed to. Typically, it includes sensors and conversion circuits. 5. comparison part Comparison part is to compare between the input command signals and the feedback signals of system, in order to attain the deviation between the output and input signal, which is usually achieved by a specific circuit or computers. Accordingly, we design this project with using stepper motor. Considering with the difficult in doing the program code, we have to give up using DC servo motor. Moreover, DC servo motor may create some pulses when it works; we have to make each program separately. Furthermore, the advantage for using stepper motor is that we have already programmed the code. Hence, we could use it with some modification easily. 2.1.1.2 Housing In this project, housing is as to the robot, just like trunk as to human-being. The stability and adaptability is the key of the project. Therefore, we prefer buy a readymade housing or the car online. There are 3 advantages for using this method. Firstly, we do not need to deal with the mechanical construction anymore. All of the basic components have already been built on the housing model. It can save an amount of time to do other work; secondly, the housing model is reliable, for the seller has sold so many models already, particularly to the competitors for the race; thirdly, the cost is lower than we do it ourselves. It can control the budget very well. To sum up, we choose this way to get the housing. In addition, the specific size of each component should be given on the prospectus. Therefore, after choosing kinds of different type of housing, we pick up an advanced housing with wheels. The size of wheels could affect the speed and the angle when it is driving. Under the same condition, using big wheels can go fast in the straight line. However, when there is a curve at the end of straight line, it is harder to turn the right direction immediately than small size wheels, because of its big radius of turning circle. The material of wheels could also affect the speed and angle when it is driving. Using plastic rear wheel may provide a high speed because of less friction. However, without more friction, it may get trouble at turning point with high angular velocity. In our case, to make sure the robot go through the black line track is the most important task. Therefore, rubber wheels should be in favour. Hence, to make wheels rotate flexible, we choose a stainless steel base wheel with 3mm inter radius, 10mm outer radius, 4mm thickness. Moreover, two rear wheels were designed with 20mm radius to make sure it has still some space under the housing to build our sensors on. According, the manufactory constructed the housing for these details we need. Finally, we fix two O-type rubber rings on the wheels. In the front of the housing, we still need to deal with some specific works. Firstly, we need two stepper motors discussed before, the point is, how to fix them on the housing steady. Right, we need two clips to fix them on the housing. Then use one screw and one nut for each side to fix the motor steady. Secondly, to make the housing tidy, we need to add a steel plate. It can not only steady the housing, but also provide another new flat to fix chips on so that do the connection work later easier. Furthermore, we have another goal in this project. It is called ‘egg race. It means we must build a spoon provided to carry an egg throughout the race. Hence, we have to consider how to ensure the egg will not be dropped off. Consequently, we design it that put the spoon on the cover of that added steel plate. It is a good place to lay the egg on, for it is not too high. In addition, we could add several wires around the spoon to double ensure it successfully. 2.1.1.3 Sensors Image Sensor An image sensor is a device which converts an optical image to an electric signal. It is used regularly in digital cameras and other imaging devices. Normally, an image sensor is a charge-coupled device (CCD) or a complementary metal-oxide-semiconductor (CMOS) active-pixel sensor. Most digital still cameras use either a CCD image sensor or a CMOS sensor. Both types of sensor achieve the same task of capturing light and converting it into electrical signals. [2] CMOS A CMOS chip is a type of active pixel sensor which is made by using the CMOS semiconductor method. Extra circuitry adjacent to each image sensor converts the light energy to a voltage. Moreover circuitry on the chip might be included to convert the voltage to digital data. It is a sensor which has high system integration. That is to say, a CMOS chip can integrate all of functions needed by image sensor into a system-on-chip so that to achieve the goal of reducing the cost of the production. CCD A CCD is an analog device. When light hits the chip, it is held like a small electrical charge in each photoelectric sensor. The charges are converted to voltage one pixel every time when they are read from the chip. Moreover, the circuitry in the camera converts the voltage into digital data too. A CCD has a series of advantages as follows:  · High Resolution  · Low Noise  · High Dynamic Range  · Linearity  · High Quantum Efficiency  · Large Field of View  · Broad Spectral Response  · Low Image Distortion  · Small Size, Light Weight  · Low Consume Power, Without Strong Magnetic Fields Effect  · High Charge Transmission Photoelectric sensor A photoelectric sensor is a device used to detect the displacement, absence, or presence of an object by using an infrared transmitter and a photoelectric receiver. They are used broadly in industrial manufacturing. There are three different functional types: opposed, retro reflective, and proximity-sensing. A self-contained photoelectric sensor contains the optics, along with the electronics. It requires only a power source. The sensor performs its own modulation, demodulation, amplification, and output switching. Some self-contained sensors provide such options as built-in control timers or counters. Because of hi-tech progress, self-contained photoelectric sensors have become more and more small. In addition, fibre optic is passive mechanical sensing components. They may be used with self-contained sensors. They have no electrical circuitry and no moving parts, and can safely pipe light into and out of antagonistic environments.[3] After discussing both image sensor and photoelectric sensor, we decide to use photoelectric sensor during the project. From the comparison of advantages and disadvantages, we can easily find that image sensor (usually use CCD method) is a complicated and advanced technology. It is based on photoelectric infrared transmitter and receiver, but use analogue signal to digital signal. It could be used in some complex task such as 3-D race track. In our project, we only challenge to do up to 5 meters race track. Hence, it is not so much useful to get such an exact detection. Moreover, one of the advantages of photoelectric sensor is high response. It is faster than using image sensor to detect the unknown track. Accordingly, we prefer use photoelectric infrared sensor during the project. As we know, the point of photoelectric infrared sensor is infrared. We have to confirm two beside sensors do not disturb each other work. Hence, to get an appropriate distance between two sensors is the problem in this part. From reading several example projects before, we find a majority of them prefer put all the sensors into one straight line where elicits our attention. It does not matter to put them in front or back of the robot. It is similar to the X-axis. We can define each sensor a coordinate. We prefer use seven infrared sensors (1cm space between two sensors), so we can define all of these sensors into [-3, -2, -1, 0, 1, 2, 3], which are the y-coordinate. Connect a LED light to the receiver of each sensor. Thus, we can know which sensor is working and which one is not. The specific diagram of sensors are showed in 1. For example, the robot starts at the centre of black line, so the LEDs should send us a data with [0, 0, 1, 1, 1, 0, 0] (when sensor detects black line, the LED will light. Because the different reflectivity of black and white line). Then it will go along the track until meet a turning point. The receiver might be received a data with [0, 1, 1, 1, 0, 0, 0, 0]. Thus, from the defin ition of setting before, we can identify the robot has departed from the centre of the black line to left. Therefore, the robot should turn left. There will be some possible troubles during debugging the robot car. The sensors are not reliable after using for a long time. Therefore, the fixed LEDs will solve this problem definitely. When they work, the LEDs should be lighted. 2.1.1.4 Microcontroller A Microcontroller is a small computer based on a single IC (integrated circuit) which is consisting of a relative simple central processor unit combined with specific functions such as a crystal oscillator, timers, and watchdog timer etc. [4] From the comparison with kinds of microcontroller, we choose MC33886 chip which is a member of the low-cost, high-performance HCS08 Family of 8-bit microcontroller units (MCUs). It is a monolithic H-Bridge ideal for fractional horsepower DC-motor and bi-directional thrust solenoid control. The 33886 chip is able to control continuous inductive DC load currents up to 5.0 A. Output loads can be pulse width modulated (PWM-ed)at frequencies up to 10 kHz.[5] The 33886 chip is parametrically detailed over a temperature range of -40 °C ≠¤ TA ≠¤ 125 °C, 5.0 V ≠¤ V+ ≠¤ 28 V. The IC can also be operated up to 40 V with derating of the specifications. The IC is available in a surface mount power package with uncovered pad for heat sinking. The features of MC33886 chip is showed below: [6] Features:  · Similar to the MC33186DH1 with Enhanced Features  · 5.0 V to 40 V Continuous Operation  · 120 mÃŽ © RDS(ON) H-Bridge MOSFETs  · TTL /CMOS Compatible Inputs  · PWM Frequencies up to 10 kHz  · Active Current Limiting via Internal Constant OFF-Time PWM (with Temperature-Dependent Threshold Reduction)  · Output Short Circuit Protection  · Under voltage Shutdown  · Fault Status Reporting  · Pb-Free Packaging Designated by Suffix Code VW In addition, the simplified application diagram and internal block diagram for MC33886 chip is given as follows: The 33886 chip has 20 pins. The diagram and specific Pin Layout function description will be given in 4 and table 1 as follow: Pin Layout Pin Layout Name Formal Name Description 1 AGND Analog Ground Low-current analog signal ground. 2 FS Fault Status for H-Bridge Open drain active Low Fault Status output requiring a pull-up resistor to 5.0 V. 3 IN1 Logic Input Control 1 True logic input control of OUT1 4, 5, 16 V+ Positive Power Supply Positive supply connections. 6, 7 OUT1 H-Bridge Output1 Output 1 of H-Bridge. 8, 20 DNC Do Not Connect Either do not connect or connect these pins to ground in the application. They are test mode pins used in manufacturing only. 9, 10, 11, 12 PGND Power Ground Device high-current power ground. 13 D2 Disable 2 Active Low input used to simultaneously tri-state disable both H-Bridge outputs. When D2 is logic Low, both outputs are tri-stated. 14, 15 OUT2 H-Bridge Output 2 Output 2 of H-Bridge. 17 CCP Charge Pump Capacitor External reservoir capacitor connection for internal charge pump capacitor. 18 D1 Disable 1 Active High input used to simultaneously tri-state disable both H-Bridge outputs. When D1 is logic High, both outputs are tri-stated. 19 IN2 Logic Input Control 2 True logic input control of OUT2 Table 1. Pin Layout Function Definition Some details for using the MC33886 chip should be noticed that how to use several chips together in this project. The method is using a number of MC33886 chips together in parallel. For there is no need to drive backward, hence, we could use half H-bridge and also make two half H-bridge in parallel. The consequence for this method is to enhance the driving ability of the chips. It is a common variation from full H-bridge that uses two transistors on one side of the load. Moreover, use one of the half H-bridge to drive the motor and the other one to provide power for the sensors. 2.1.1.5 Power Supply Power supply is one of the most important components and the fundament for all components working. A regulated DC power supply provides 0~15 V voltage. There are two different way to build the power supply in this project. One is using two wires to connect 0 and +15V to the DC-DC converter; the other one is building a battery on the robot itself. Both of them have advantages and disadvantages. Therefore, we have to analyze both of them first.  · Wired Power supply The advantages for the wired power supply are reliable, stable, durable and savable. The power supply is a regulated DC power supply. The only thing we need to do is using wires to connect both 0 and +15V to the DC-DC converter. Because the working voltage for whatever microcontroller, sensors and stepping motors is 5 volts, we need a DC-DC converter to convert voltage from 15V to 5V. Moreover, we do not need to consider the duration of the power supply. It will still work normally even if works after several hours. Furthermore, using wired power supply is an excellent method to consider the cost during the project, for the power supply is a preference requirement in this project. Hence, we do not need to cost a lot on it. The disadvantage for the wired power supply is obviously wired. We have to let one person hold wires when it is driving. This is a consideration from personnel aspect. It is a waste of energy to the team.  · Wireless Power Supply The advantage for the wireless power supply is that we can design a really autonomous robot. We do not need to contribute one person to look after it. However, we may meet a series of problems when using battery. Firstly, it may increase the weight of whole robot. As we know, it is hard to turn left or right when you drive a high weight car. It is similar to an autonomous robot. Secondly, the duration is limited. For we have to test the robot before the race competition, the problem is how long does this pack of battery provide the power. The answer is not too long. Therefore, if we choose to use battery as the power supply, we have to solve how to charge the battery first. To sum up, it is not a good method to use battery in this project. Basically, we consider from the duration and the cost these two aspects. Accordingly, the final scheme we designed is to use wired power supply. 2.1.2 Software Because we do not have MC33886 chip yet, we have to use PIC 16F648A chip to simulate this design. It should be kinds of similar to each other, but particularly in using different software. With the purpose of writing program data into a PIC chip, a software programmer is required. In the design, a USB controlled PICkit2 may be used. We will give following steps to guild us through the generation of the programme. Moreover, make sure retain a simple ‘debug programme in order to exercise any hardware, such as a simple flashing LED. There are a series steps to help us how to program the device. We pick them up from the laboratory notes.[8] 1. Connect the PICkit2 Microcontroller Programmer to the PC by using the USB cable. Socket the 6-pin header on the bread board or frankly on to the hardware (for in-circuit programming). 2. Start MPLAB IDE from the shortcut icon on the desktop, or the Start menu. In addition, check the version number is MPLAB IDE v7.62 or above. 3. From the MPLAB IDE menu bar, select Project > Project Wizard†¦ 4. It opens up the Project Wizard. Click Next to continue. 5. Wizard Step One: The laboratory project target device is the PIC 16F648A (Which we will give an example in the next section). In the wizard, select the ‘PIC 16F648A from the drop-down box and click next. 6. Wizard Step Two: select the use of the ‘CSSC Compiler for PIC12/14/16/18 for the project language tool suite from the Active Tool suite drop-down box. We should browse so as to discover the location of the files on the hard disk. Then Click Next and continue. 7. Wizard Step Three: Name the project and select a directory. Then Click Next. 8. Wizard Step Four: There is possible that we want to add a file which has been written previously. The file tree view box on the left should already be prolonged to the project directory. Select the file which we want to add and click the ‘Add >> button to add it to the project. Since the project directory is the same as the file directory, there is no need to check the box to copy it. Then Click Next when done. 9. Wizard Summary: Click the Finish button. A new page and project are created in the MPLAB IDE. The new page includes information on the selected PIC MCU device, the active programmer and/or debugger, open windows and their location, and other IDE configuration settings. The page is also related with a ‘project, which includes the files which are needed to build an application (source code, include files, linker scripts and so on.) along with associated language (co