Island of the Sequined Love Nun Chapter 62~64

62 Like Clockwork Spies Malink found the old cannibal in a small clearing in the jungle, urinating on a young banana tree. â€Å"I brought you food.† Malink dropped the basket and sat down under a tree. Sarapul seemed to be taking a long time at his task. â€Å"Sometimes it's hard,† Malink said. â€Å"Sometimes I can't go at all,† Sarapul said. â€Å"It hurts.† He shuddered and turned around with a grin, smoothing down his thu. â€Å"But not today.† He sat down next to Malink and reached into the basket for a hunk of fish. â€Å"I heard the music last night,† Sarapul said. â€Å"The white bitch comes more often now.† He offered Malink a piece of fish and the chief took it. â€Å"There are three chosen in only ten days. I think they won't come back sometimes. Vincent says that she is not the Sky Priestess. The pilot said she will kill us.† â€Å"Then we must fight.† â€Å"Knives against guns? You remember the war.† â€Å"I remember. Come.† He got up and led Malink through the underbrush to a hollow log. He reached in and pulled out a long bundle wrapped in oiled sharkskin. â€Å"A man must take the strength of his enemies. If he cannot eat him and take his strength, he must take his weapon.† Sarapul unwrapped the bundle to reveal a World War II vintage Japanese bolt-action rifle. He had obviously been visiting this spot because the rifle was covered with a thin coat of fish oil and gleamed like new. â€Å"I cut off his head and took his gun.† Malink remembered the wrath of the Japanese on his people after the solider disappeared. â€Å"You did that? You were the one?† â€Å"It was a long time ago,† Sarapul said. He reached into the bundle again and pulled out three shining cartridges. â€Å"But I saved these.† â€Å"They have machine guns,† Malink said. â€Å"She doesn't.† The call came a little after midnight. Tuck had slept since he got to the hotel, stuffing toilet paper in his ears to block out the noise of the television and Sepie talking back to it. â€Å"Take a cab to general aviation at the airport,† Jake said. â€Å"The hangar you want says Island Adventures on the side. I'll be waiting.† Tuck climbed out of bed and turned off the television. â€Å"Hey,† Sepie said. She was sitting cross-legged on the floor about a foot from the screen. Tuck crouched and took her face in his hands. â€Å"Tomorrow at six you take the tickets and go downstairs. Tell the man at the desk you want to go to the airport. The bus will take you.† â€Å"I know this,† she said. â€Å"Just listen. A tall man with long hair will be there.† â€Å"Right. Jake,† Sepie said. â€Å"I know this.† â€Å"If he's not there, go to one of the men in the blue hats and tell him you need help getting on your plane. He'll help you. When you get to Houston, go into the airport and call this number. Tell the woman who answers that I told you to call. She'll help you.† â€Å"And you will come and get me soon, right?† â€Å"I'll try.† â€Å"What about Roberto?† They hadn't seen the fruit bat since the mascara bombing. â€Å"Roberto will be fine. He'll live here, but I have to go.† He kissed her on the forehead and before he could pull away she wrapped her arms around his neck and kissed him on the lips so hard he thought he might have cut his lip. â€Å"You come get me.† â€Å"I will.† He stood and went out the door. A few seconds later he heard Sepie call to him from down the hall. â€Å"Hey!† Tuck turned. â€Å"How come you don't try to sex me?† â€Å"I will.† â€Å"Okay,† she said, and she went back into the room. Jake was waiting for him at the Island Adventures hangar. A Hughes 500 helicopter with its doors removed sat on a pad by the hangar. â€Å"I rented it for an hour. I fuck it up and we owe Mary Jean five grand for the deposit.† Tuck looked at the helicopter sitting on the pad like a huge black dragonfly and he began to get a very bad feeling. â€Å"You don't want me to do what I think you want me to do, do you?† â€Å"I'll put the skid right over the hatch. You just step out of one aircraft onto another. No problem. It can't be half as bad as what I had to do to get the hatch left open.† Tuck began to protest, but Jake was already walking to the helicopter. Tuck climbed into the helicopter and slipped on the headset. Jake threw the switches and the turbine began to whine. In a few seconds the blades slowly began to rotate. Tuck keyed the intercom mike on his headset so Jake could hear him over the blades. â€Å"You'll never get past the tower.† â€Å"I've done it before,† Jake said. â€Å"I had to repo a Jet Ranger for a guy once.† â€Å"They'll never clear you.† â€Å"There's no traffic. Besides, you think they're going to clear you? It's Captain Midnight's rock ‘n' roll express from here on out, big guy.† Jake pulled the collective lever by the side of his seat and the helicopter lifted into the air. Within seconds, Tuck heard the tower jabbering over the radio, warning the Hughes 500 to wait for clearance. Jake brought the helicopter up just high enough to clear the top of the hangar and flew in a low wide circle around the airport, then began his own jabber. â€Å"Honolulu Tower, this is Helicopter One, approaching from the west on Runway Two. I have a problem with my tail rotor. Requesting emergency landing.† The tower came back: â€Å"Helicopter One, didn't you just take off without clearance?† â€Å"Negative, Tower. I'm in from Maui. Request emergency clearance.† Of course, Tuck thought. Jake flew the circle below the radar and without the running lights. They have no idea whether this is the same helicopter that just took off. Jake sent the helicopter into a horizontal spin that moved it closer to the planes by the hangars with every rotation, just as it moved Tuck closer to throwing up. Jake stopped the spin for a second and nodded toward a United 747. â€Å"That's your baby. Get out of your harness and get ready. They won't know you're there. Get inside and wait two hours before you start your taxi. I don't want them to connect the helicopter with the jet. By the way, how're you going to get your natives on board?† â€Å"They've got ladders,† Tuck said. â€Å"I hope.† Tuck hung his headset behind the seat and unsnapped his harness just as Jake resumed his spin. Tuck grabbed on to the seat to keep from being thrown out the open door. What looked like an out-of-control aircraft was, in fact, a pretty elementary move called a pedal turn. Tuck found no comfort in that knowledge as he watched the tarmac spin below. Jake pulled the helicopter up just in time to miss the tail of the 747, then leveled it off and crept forward along the length of the huge aircraft. The tail would obscure the view from the tower. â€Å"You ready?† he shouted. Tuck shook his head violently. He could see the line of the hatch he was supposed to go through. He stepped out on the skid. Jake brought the helicopter down and the skid touched the top of the jet. â€Å"Now!† Tuck stepped off onto the plane and ducked instinctively below the blades. He looked back at Jake, shrugged, and shouted, â€Å"That was easy.† â€Å"I told you,† Jake shouted. He pulled the helicopter into the sky and started his spin toward the Island Adventures pad. Tuck got on his knees, dug his fingers into the seal around the hatch, and pulled it open. He jumped into the dark plane, sealed the hatch behind him, then sat in the pilot's seat and began to study the controls. He clicked on the nav computer and punched in the longitude and latitude for Alualu, which he knew by heart, then pulled a piece of paper from his pocket and put in the coordinates for his second destination. He put on a headset and turned on the radios. The frequency was already set for the Honolulu tower. Jake was receiving the official FAA ass-chewing of the century, but there wasn't a word about anyone dropping to the top of a United jet. He had just taken off the headset to settle down for the wait when he heard a scratching sound outside the escape hatch. He opened it and Roberto plopped inside. 63 No Frills The Sky Priestess was drunk. She and the Sorcerer had made two million dollars in the last ten days and she couldn't even buy a pair of shoes. The new pilot, Nomura, was a heavily tattooed, taciturn prick who spoke marginal English and looked at her like he'd rape her in a second, not for the pleasure of the violence, but to put her in her place. Since his arrival, even the ninjas had started to get cocky, joking in Japanese and laughing raucously when her back was turned. Even the Shark People seemed to be losing their fear of her. The last time she had appeared to them the children were left in the village. So the Sky Priestess was watching television in a torn T-shirt and some sweatpants and she was drunk. The intercom beeped and she let it. If it hadn't run on batteries, she would have unplugged it. Instead, she threw it through the french doors, where it beeped the beach for two more minutes, then stopped. The next time she saw it Sebastian was standing in the door holding it like a prosecutor exhibiting a murder weapon to the jury. â€Å"I suppose you think this is funny.† â€Å"Not particularly. Now if it had hit you in the head, that would be funny.† â€Å"We have an order, Beth. A Kidney.† â€Å"Oh, good. I'm in great shape to assist a surgery. Let's do both kidneys. Give the buyer a bonus. What do you say?† She sloshed her tumbler of vodka. Sebastian picked up the empty Absolut bottle from the end table. â€Å"This isn't going to work, Beth. You can't appear as the Sky Priestess like that.† He seemed more afraid than angry. â€Å"You are absolutely correct, ‘Bastian. The goddess has taken the night off.† Sebastian paced back and forth in front of her, rubbing his chin. â€Å"We could stall. We could put you on some oxygen and amphetamines and you could be ready in an hour.† She laughed. â€Å"And ruin this buzz? I don't think so. Tell them to find another source for this one.† He shook his head. â€Å"I don't think I can do that. Nomura's been on the phone with them. He told them we could deliver in six hours.† She hissed. â€Å"Nomura's a fucking grunt. He does what we say. This is our operation.† â€Å"I'm not so sure, Beth. I really don't want to tell him no. Please take a shower and make some coffee. I'll be back in a minute with an oxygen cylinder.† â€Å"No, ‘Bastian,† she whined. â€Å"I don't want to spend six hours in a plane with that asshole.† â€Å"You won't have to, Beth. They've requested that we send him alone this time.† She sat up. â€Å"Alone? Who's going to watch him?† Suddenly she felt very sober. â€Å"No one needs to watch him, Beth. He works for them, remember? You were right. We shouldn't have gotten a pilot from them.† An hour and forty minutes after he dropped through the hatch, Tuck started the procedure to power up the 747. He'd never actually flown anything this big – or anything nearly this big – but he had done twenty hours in a simulator in Dallas and only crashed twice. All planes fly the same, he told himself and he started the first engine. Once it had spooled up, he had the power to start the other three. He put on the headset and looked out the side window to make sure he had room to turn the plane and taxi it to the runway. As soon as it started moving, the tower began to chatter, trying first to get him to identify himself, then to stop. Roberto, who was hanging from the straps on the flight officer's seat beside Tuck, barked twice and let loose a high-pitched squeal. â€Å"You're cookin' with gas, buddy,† came over the radio. Jake was close enough to see the big jet. â€Å"Where are you, Jake?† â€Å"Out of the way, buddy, but thanks for using my name on the radio. Just thought you ought to know that you're going to need fifty-one hundred feet of runway to get that thing off the ground at your destination – and that's with full flaps, so save your fuel now. You'd better tell them what you're doing unless you've got collision insurance on that thing.† Tuck keyed the mike button on the steering yoke. â€Å"Honolulu Tower, this is United Flight One requesting immediate clearance for emergency takeoff on Runway Two.† â€Å"There's no such thing as an emergency takeoff,† the controller said. Tuck could tell he was close to losing it. â€Å"Well, Tower, I'm taking off on Two, and if you've got anything headed that way, I'd say you've got an emergency on your hands, wouldn't you?† The tower guy was almost screaming now. â€Å"Negative on the clearance! Clearance denied, United jet. Return to the terminal. We have no flight plan for a United Flight One.† â€Å"Tower, United Flight One requesting you chill and be a professional about this. Clear to ten thousand. I am starting my takeoff.† â€Å"Negative, negative. Identify yourself†¦Ã¢â‚¬  â€Å"This is Captain Roberto T. Fruitbat signing off, Honolulu Tower.† Tuck clicked off the radio, pushed the throttles up, and watched the jet exhaust pressure gauges. When they got to 80 percent of maximum thrust, he re-leased the ground brakes and one hundred and seventy thousand pounds of aircraft rolled down the runway and swept into the sky. At ten thousand feet he began his turn toward Alualu. The fighters joined him a hundred miles north of Guam. Evidently, they had found out that United did not employ a Captain Fruitbat. One of the F-18 fighters came in close and Tuck waved to him. The pilot signaled for Tuck to put on his headset. Why not? Tuck assumed they would be broadcasting across a number of frequencies. â€Å"Yo, good morning, gents,† Tuck said. â€Å"United 747, change your course and land at Guam Airport or we will force you down.† Tuck looked out the window at the sidewinder air to air missiles hanging menacingly under the wings of the fighter. â€Å"And how, exactly, do you propose to do that, gentlemen?† â€Å"Repeat, change your course and land in Guam immediately or we will force you down.† â€Å"That would be fine,† Tuck said. â€Å"Go ahead, force me and my hundred and fifteen passengers down.† Tuck let off the mike button and turned to Roberto. â€Å"Okay, you go in the back and pretend to be a hundred and fifteen people.† As Tuck had calculated, the fighters backed off while they waited for instructions. They were not about to shoot down an American passenger jet without very specific orders, whether it was stolen or not. He believed his biggest advantage was that the FAA and United would insist that no one could steal a 747. That sort of thing just didn't happen. Nice of them to give him an escort, though. He punched some buttons and the nav computer told him he was only half an hour from Alualu. He started his descent. He checked the position of the fighters and hit the mike button. â€Å"This is the UFO calling the F-18s.† â€Å"Go ahead, United.† â€Å"Are you guys both listening?† â€Å"Go ahead.† Tuck affected a singsong teasing tone: â€Å"Neener, neener, neener, you can't get me.† Then he locked the microphone in the on position and began singing an off-key version of â€Å"Fly Me to the Moon.† Malink, I hope you built those ladders, he thought. Malink had been awakened early by the Sorcerer's jet taking off and he was on his way to the beach for his morning bowel movement when Vincent appeared to him. â€Å"Morning, squirt,† the flyer said. Malink stopped on the path and fought to catch his breath. â€Å"Vincent. I build the ladders.† â€Å"You did good, kid. Now get everyone together – and I mean everyone – and tell them to go to the airstrip. Take the ladders. I'm sending a plane for you.† Malink shook his head. â€Å"You send cargo?† Vincent laughed. â€Å"No, kid, I'm taking the Shark People to the cargo. You'll need the ladders to get on the plane. Don't be afraid. Just get everyone.† â€Å"The Sky Priestess has three who have been chosen. One has just come back to the village.† Vincent looked at his feet. â€Å"I'm sorry, kid. You'll have to leave them. Go now. You don't have very long. I'll see you again.† And he disappeared. 64 Deliverance Beth and Sebastian Curtis were cleaning the operating room and sterilizing instruments when they first heard the jet. â€Å"That sounds low,† Sebastian said casually. Then the fighters, running ahead of the 747, passed over the island. â€Å"What in the hell was that?† Beth said. She dropped a pan of instruments and headed for the door. â€Å"Probably just military exercises, Beth,† Sebastian called after her. â€Å"It's nothing to be concerned about.† He was glad to have help cleaning up and didn't want to lose it. Usually, at this point, she was on the plane heading for Japan. â€Å"‘Bastian, come here!† she called. â€Å"Something's up!† Sebastian shoved the last of the surgical draperies into a canvas bag and hurried outside. The sound of jet engines seemed to be everywhere. Outside he found Beth staring at some coconut palms. The guards were standing outside their quarters, looking in the same direction. â€Å"Look.† Beth pointed to the north. â€Å"What? I don't see†¦Ã¢â‚¬  Then he saw movement behind the palms and a 747 coming toward the island at entirely too low an angle. â€Å"It's landing,† Beth said. Sebastian's gaze was caught by more movement in his peripheral vision. He looked across the runway. The Shark People were coming out of the jungle. All of the Shark People. From the 747 the airstrip looked smaller than he had remembered. To conserve runway Tuck wanted to touch down as close to the near end as possible. He pulled full flaps and checked his descent rate. The Shark People were moving toward the plane in a wave. Some of the men carried long ladders. As all sixteen tires hit the runway, Tuck slammed the levers that reversed the engines and they screamed in protest. Immediately, he hit the ground brakes and watched the brake temperature gauge zoom into the red as the jet screamed toward the ocean at the far end of the runway at a hundred and fifty miles per hour. â€Å"Did you see the ladders?† Roberto said, but this time it was Vincent's voice coming from the bat. â€Å"Ya fuckin' mook, I told you they were makin' ladders.† â€Å"You must come,† Malink said. He crouched at the edge of the jungle where the old cannibal was hiding. â€Å"Vincent said all of our people must go.† Sarapul watched as the huge jet slowly turned at the end of the runway. â€Å"No. I am too old. This is my home. They don't want me where you are going.† â€Å"We don't know where we are going.† â€Å"Your people didn't want me here. Would they want me in this new place? I will stay.† Malink looked to the runway. â€Å"I have to go now.† Sarapul waved him off with a bony hand. â€Å"Go. You go.† He turned and walked into the jungle. Malink ran into the open and began shouting orders to the men with the ladders. The Shark People poured onto the runway and surrounded the jet like termites serving their swollen queen. Beth Curtis saw the first of the doors on the 747 open and immediately recognized Tuck. A tall ladder was thrown against the plane and the Shark People started climbing. â€Å"He's taking them away!† she screamed. Sebastian Curtis stood stupefied. Beth shouted to the guards, â€Å"Stop them, you idiots!† The guards had been spellbound by the landing of the jet as well, but her harpylike scream brought them to action. They were in and out of their quarters in seconds, running toward the airstrip with their Uzis. Beth Curtis ran behind them, screeching like a tortured siren. All six doors of the 747 were open now, and the Shark People were streaming up the ladders, mothers carrying children, the strongest men helping the old. The other guards piled up behind Mato while he unlocked the gate. He fumbled with the key, then finally sent it home and pulled the chain from around the bars. Beth Curtis hit the chain-link and curled her fingers though it like claws as she watched her fortune piling into the plane. â€Å"Shoot!† she screamed. â€Å"Shoot that son of a bitch!† The guards had no idea who she meant, but they understood the command to shoot. The first one through the gate pulled up and pointed his Uzi at the crowd of natives waiting to get up the ladder. There was a fat one who seemed to be giving orders. He aimed for the center of his back. A bullet took the guard high in the chest, knocking him back off his feet. His Uzi clattered on the runway. The other guards pulled up, looking for the source of the shot.. â€Å"Kill them all, you fucking cowards!† Beth Curtis yelled. â€Å"Shoot!† The guards crouched to make themselves into smaller targets as they scanned the edge of the jungle for movement. There was a roar and the guards looked up to see two fighter jets coming in low over the runway. Their decision was made. They ran for the cover of the compound as Beth Curtis screamed at their backs. She ran out to the dead guard, picked up his Uzi, and pointed it at the 747. A gunshot came from the jungle and a bullet ricocheted off the concrete next to her. She turned the Uzi toward the trees and pulled the trigger. It roared for three seconds, the recoil pulling her sideways as the bullets chopped a pattern in the vegetation like a remotecontrol Cuisinart. She brought the gun back around on the plane and pulled the trigger, but the clip was empty. She threw the gun to the ground and stood shaking as the last of the ladders was thrown away from the plane and the doors were pulled shut.

Natureview Farm

Table of Contents Introduction2 Main Issues3 Company Background3 Natureview’s Profile Products4 Market Trends Analysis for organic product4 Yogurt Market Trends5 Yogurt Market Segmentation by Packaging6 Yogurt Market Segmentation by region7 Yogurt Market Segmentation by Competitors8 Yogurt Market Segmentation by Distribution Channel10 SWOT Analysis10 Analysis of Strategic planning Options11 Recommendations14 References14 Introduction Fundamentally, this paper is about our findings of the Natureview Farm’s case study.In order to understand comprehensively about this company, we need to investigate further for the company’s past and current activities which is it will affect future growth of the company. All of this information is imperative to us in decision making process. Moreover, we could also make a decision what is the best strategy for the Natureview Farm. To understand thoroughly about the company, we need to: * Analyze the company's history, development, and growth. * Analyze the external environment. * Evaluate the SWOT analysis. Explain each option of the Natureview Farm based on qualitative and quantitative analysis. * Make recommendations. Main Issues Currently the company faced a new challenge situation – to identify the best marketing plan in order to grow revenues by over 50% before the end of 2001. The main focus of the company was whether to expand into the supermarket channel to achieve their expected revenue. A decision which would represent a major departure from the company’s established channel strategy and which would impact every aspect of Natureview’s business.Company Background Established in 1989, Natureview Farm is a small yogurt manufacturer which emphasizes the use of natural ingredients and a special process that gave the yogurt its unique smooth, creamy texture without the artificial thickeners which produces high quality yogurt. The yogurt was manufactured at the Natureview farm producti on facility in Cabot, Vermont started with 2 sizes of cup in two flavours- plain and vanilla. The sizes of cup are 8-ounce (Oz) and 32-ounce (Oz).Natureview Farm’s revenue had growth from less than $100,000 to 13Millions as reported in income statement 1999. Because of the emphasize of natural ingredients and it strong reputation for high quality and great taste help the company to grow up to national distribution went on to attain leadership in nature food. By the year 2000, the company producing 12 refrigerated yogurt flavours in 8-Oz and 4 flavours in 32-Oz. The company had also started exploring Multipack yogurt products for the child package in 4-Oz cup and yogurt package in tubes.Even though in 1997, Jim Wagner as Chief financial Officer has recommendation to arrange for an equity infusion from a venture capital firm to fund strategic investments are successful, the investor now needed cash out of its investment in Natureview. Now Natureview management has faced critica l problem and need to find another investor itself because their current goal is to increase revenues to $20 million before the end of 2001. * Natureview’s Profile Products Yogurt is a dairy product, the result of milk fermented in a carefully controlled environment.Special bacteria added to the milk change its texture and give yogurt its unique health properties – it is a good source of calcium and improves digestion. Below are the criteria of the nature’s product: 1. Natureview yogurt flavour and texture was the company’s founder’s family yogurt recipe, the recipe used natural ingredient and no artificial thickeners which produce great and high quality taste. 2. The company used milk from cows untreated with rGBH, an artificial growth hormone that increased milk production. 3.Because of their special process and ingredient, Natureview life span on the shelf was 50 days longer compared to other competition’s only 30 days. 4. Natureview has 12 refrigerated yogurt flavour in 8-Oz and four flavours in 32-Oz cups. Market Trends Analysis for organic product 1. The organic foods market, worth $6. 5 billion in 1999, was predicted to grow to $13. 3 billion in 2003. 2. Generally, organic product consumer tended to have higher incomes, have more education, and live in the Northeast and West. 3. 67 % of U. S. ouseholds specify that price was a barrier to their purchase of organic foods and 58% of consumer expressed that they would buy a more organic product if it were cheaper. 4. 44% of consumers want a wider selection of organic product in supermarkets. 5. Below are market trend findings : * Yogurt Market Trends A comprehensive analysis must be applied in order to understand and evaluate the market trends of yogurt product. It is important for the management to focus on the areas that are needed for improvement especially on customers’ satisfaction because it will yield greater profitability for the company.For instance, the management should know better on what are the current market trends and their customers’ wants from their product. In addition, some factors in purchasing decisions that are made by customers should be analyzed by the company. Several factors in purchasing decisions are such as packaging, flavour, price, freshness and ingredients of the yogurt. Such product measurements are imperative not only to maintain the quality of the product itself, but it also will retain and attract more customers for choosing Natureview Farm’s yogurt rather than competitors’ yogurt. * Yogurt Market Segmentation by PackagingBased on the market trends, the most popular sizes of yogurt cups were in 6-oz and 8-oz which contributed to 3% of the segment’s growth per year. In addition, these also were representing 74% of total category supermarkets sales in U. S. dollars. Women especially bought 8-oz yogurt cups because of their health consciousness. The second largest segment is multipacks size which represented 9% total category supermarkets sales with 12. 5% growth per year. This second largest segment customarily consumed by children because of their mothers concern about their health and fastest growth.The last segment which is 32-oz. cup size represented 8% of total category supermarkets sales and was growing at a modest of 2%. Normally, the buyers of 32-oz. were heavy yogurt consumers. They are either consumed the yogurt plain, added some ingredients or used it in recipes. Plain and vanilla were the most famous flavours. Buyers also put brand, expiration date and price as important purchase criteria for this size of yogurt. * Yogurt Market Segmentation by Region Based on the market segmentation by region, it could be identified that the West and the Northeast possess high market shares.The West contributed to 27% whereas the Northeast contributed to 26% of national U. S. market. The main factors that contributed to these high percentages were the shop pers who live in the West and the Northeast have higher incomes and more education. In addition, the Southeast possesses 25% and the Midwest possesses 22% of market shares. Regardless of channel or distribution, the buyers’ habit of buying yogurt depended on their unique characteristics. Some of buyers were more concerned about the quality of the yogurt while some of them were concerned about the yogurt’s price or vice versa. * Yogurt Market Segmentation by Competitors We had identified four close competitors of Natureview Farm’s yogurt. These top four competitors are Dannon, Yoplait, Breyers and Columbo. Dannon and Yoplait are controlling over 50% of the yogurt market share. As indicated in the supermarket Channel’s pie chart, we could see that Dannon holds 33% of yogurt market share whereas Yoplait holds 24%. The sales of these yogurts are conducted through two dominant distributor channels which are supermarket and natural foods channel.As we could see in the natural foods channel, Natureview Farm was leading which holds 24% of yogurt market. Other than these, these yogurts revenues were also generated through warehouse clubs, conveniences stores, drug stores and mass merchandisers. * * * Yogurt Market Segmentation by Distribution Channel Based on yogurt market segmentation by distribution channel, we could conclude that the distribution channels were divided into supermarkets and natural foods store. 97 % of yogurts were sold in the supermarkets while 3% of yogurts were sold in the natural foods store.The sales and distribution process of Channels Supermarket Channels Process Supplier aka manufacturer usually sends their product to a large distribution centre, which in turn shipped directly to the supermarket chain’s warehouse. The distributors and retailers charged a mark-up price on product that flowed through their warehouses or store. In order to place the product in the supermarket, manufacturer will required to pay one-off time â€Å"slotting fee† for each SKU only in the first year it was introduced and then to participate in regular trade promotions.If the SKU failed to show any profit for the supermarket within the year, the supermarket would discontinue the product and would require a new slotting fee payment if the manufacturer sought reauthorization of the SKU. Some key points in the distribution of supermarket channel process are as below: 1. The typical distributor margin is 15% and the typical retailer margin is 27% 2. Supermarket would charge in average of $0. 74 for 8-oz cup of yogurt, $2. 70 for 32-o cup of yogurt, and $2. 85 for 4-oz cup of multipack. Natural Food Channels processFirstly, manufacturer shipped the product to the natural wholesalers and then wholesalers will ship the products to the distributors which responsible to delivered product to the retailers. Distributors would deliver products individually to the retailers, and in some cases even stock the shelves a nd track paperwork. Lastly customer gets the product from the retailers. Natural Food retailers will charge the manufacturer for one time allotment of one free case of product for every new SKU authorized for distribution in its first year. Some key points in the distribution of natural food channel process are as below: 1.The typical natural food wholesaler margin is 7%, the natural food distributor margin is 9% and the typical retailer margin is 35% 2. Retailers would charge in average of $0. 88 for 8-oz cup of yogurt, $3. 19 for 32-o cup of yogurt, and $3. 35 for 4-oz cup of multipack. Exhibit: 1 – Length of channel to market Channel Margin Analysis By using Margin analysis , we can identify the profitability of these channels and we can indicate which channel would provide the expected revenues of Natureview Farm. This analysis is based on the given point in the case study and each of the analysis is divided based on type of yogurt size.The results are as below. 1. Result of Natural Foods Channel | | Unit Cost for 8-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 31| 36%| 0. 48| 0. 17| 56%| Wholesaler| 0. 48| 7%| 0. 52| 0. 04| 8%| Distributor| 0. 52| 9%| 0. 57| 0. 05| 10%| Retailer| 0. 57| 35%| 0. 88| 0. 31| 54%| Customer| 0. 88|   |   |   |   | | | | Unit Cost for 32-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 99| 44%| 1. 75| 0. 76| 77%| Wholesaler| 1. 75| 7%| 1. 89| 0. 13| 8%| Distributor| 1. 9| 9%| 2. 07| 0. 19| 10%| Retailer| 2. 07| 35%| 3. 19| 1. 12| 54%| Customer| 3. 19|   |   |   |   | | | | Unit Cost for 4-oz multipack| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 1. 15| 69%| 1. 84| 0. 69| 60%| Wholesaler| 1. 84| 7%| 1. 98| 0. 14| 8%| Distributor| 1. 98| 9%| 2. 18| 0. 20| 10%| Retailer| 2. 18| 35%| 3. 35| 1. 17| 54%| Customer| 3. 35|   |   |   | à ‚  | 2. Result of Supermarket Channel | | Unit Cost for 8-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 31| 32%| 0. 6| 0. 15| 48%| Distributor| 0. 46| 15%| 0. 54| 0. 08| 18%| Retailer| 0. 54| 27%| 0. 74| 0. 20| 37%| Customer| 0. 74|   |   |   |   | | | | Unit Cost for 32-oz cup| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 0. 99| 41%| 1. 68| 0. 69| 69%| Distributor| 1. 68| 15%| 1. 97| 0. 30| 18%| Retailer| 1. 97| 27%| 2. 7| 0. 73| 37%| Customer| 2. 7|   |   |   |   | | | | Unit Cost for 4-oz multipack| Contribution Margin Rate| Unit Selling Price| Contribution Margin Unit| % Mark up| Manufacturer| 1. 15| 35%| 1. 77| 0. 62| 54%| Distributor| 1. 77| 15%| 2. 8| 0. 31| 18%| Retailer| 2. 08| 27%| 2. 85| 0. 77| 37%| Customer| 2. 85|   |   |   |   | As you can see, % mark-up in Natural foods channel is higher compared to supermarket channel in all sizes of yogurt in the manufacturer phase which means higher profitability. Natural food channel is able to cost more to the customer compared supermarket channel due to lower price sensitivity among natural foods customers as well as % mark-up from the Natural foods wholesaler. SWOT Analysis The overall evaluation of a company’s strengths, weaknesses, opportunities, and threats is called SWOT analysis.It’s a way of monitoring the external and internal marketing environment. External Marketing (Opportunity and Threat) Analysis: Opportunities 1. Supermarket channel will provide the company's noteworthy potential of growth for getting higher revenues. 2. Yogurt sales through natural food stores had grown 20% per year. 3. Through the supermarket channel, the price of the product can be lower. Threats 1. The main competitors in the supermarket channel are getting stronger with the top four competitors which are Dannon, Yoplait, Breyers and Colombo. . Company may have to repositi on Internal Marketing (Strength and Weakness) Analysis: Strengths 1. Natureview is a major and trusted brand for the natural food channel and has developed strong relationships with leading natural food retailers 2. Natureview has a strong reputation for high quality and great taste. 3. Natureview’s yogurt has longer average shelf life compare other products. 4. The company has rapid growth revenue from $100,000 to $13 Million within 10 years. 5. Natureview is a leader distributor of natural food channel. 6.Strong operational efficiency because the company is using creative , low-cost â€Å"guerrilla marketing† Weaknesses 1. Natureview will heavily depend on its broker’s knowledge of promotional and merchandising requirement. 2. Inadequate operational capacity because unable to generate the volume requirements needed to meet consumer demand of other distribution channels. 3. Relatively small company compared with other potential competitors in supermarket channe l. 4. Natureview only invested 3% of total expenses in research & developments which cause discourage product innovation.Analysis of Strategic planning Options The company has three options needed to be analyzed and be identified which option will help the company to achieve their goal. Each of the options has their own importance and benefits however they also have some limitation attached on them. Option 1: The first option was strongly advocated by Vice president of sales Walter Bellini. The idea is to expand six SKUs of the 8-Oz. product line into one or two selected supermarket channel regions. Pros: 1. 8-Oz cups have the highest demand in the refrigerated yogurt market and will be able to provide the expected revenues. . Based on other natural food brands success in expanding their product in the supermarket channel has shown significant proves Natureview’s product will have a high chance of success. 3. Natureview is the leading natural’s foods brand of refrigera ted yogurt and have uniquely positioned to capitalize on the growing trend in natural and organic foods. 4. Natureview will have the advantage as the first brand to enter the channel due to supermarket channel will likely to give permission only to one natural yogurt manufacturer. Natureview will be the first mover in this channel 5.Some industry experts predicted unit volume growth of organic product at supermarket will be at 20% per year from 2001 to 2006. Cons: 1. The 8-Oz cups size received the highest level of competitive in trade promotions and marketing budget. 2. The management had estimated for comprehensive advertising plan will cost $1. 2 million per region per year and Natureview’s sales, general and administrative expenses (SG& A) would increase by $ 320,000 annually. 3. Due to Lack of experience in supermarket channel, their broker might take advantage of their relationship with top supermarkets retails chains in Northeast and West. . This option might create di rect competition with national yogurt manufacturer. 5. Might create conflict of channel between supermarket and natural food stores. Option 2: The second option was advocated by the vice president of operations Jack Gottlieb. The idea is to expand 4 SKUs of the 32-Oz. Based on the giving points; we can identify the pros and cons as below: Pros: 1. The gross profit margin for the 32-oz cups is higher at 43. 6 % compared to 8-oz cups at 36%. 2. This size of 32-oz cups was potentially become stronger competitive advantage like longer shelf life and lower marketing expenses. 3.This brand had achieved a 45% share of this size segment in the natural foods channel. 4. The management also assume that the company could sell 5. 5 million incremental units in the first years by expand more in supermarket retails across the united state. Cons 1. This option will have higher slotting fees due to national distribution. 2. There are no guaranteed customer acceptances towards the multi-use size of yogurt. 3. With the additions to sales headcount for the 32-oz,that will increase the SG& A cost to $160,000. 00 4. They also concerned on sales team’s ability to achieve full national distribution in 12 months. . Might create conflict of channel between supermarket and natural food stores. Option 3: The third option was advocated by Walker’s colleague’s Kelly Riley, the assistant marketing director, she supported the idea to introduce two SKUs of a children’s multi-pack into the natural food channel. Based on her arguments, we can identify the pros and cons as below: Pros 1. Natureview Farm is the established leader in the natural food channel and has a strong relationship with the leading food natural food channel retailers. 2. Sales and marketing expenses were the lowest compared to other options. 3.Choosing this option will allow the company to have more time to prepare before entering the supermarket channel. 4. The financial potential was very attra ctive with expected high margin of 37. 6%. 5. Natureview product positioning is ideal for the new Multi-pack product launch. Cons 1. Natureview Farm will miss the opportunity to enter the supermarket before competitors. Supermarket retailer would likely authorize only one organic yogurt brand. 2. Natureview‘s marketing department was unprepared to handle the demands on resources and staffing that will be needed once the company entered the supermarket channel.Option financial Overview Based on the case study, we have analyzed all three options that Natureview Farm tried to include in their future business plan. For the first option, Natureview Farm idea is to expand 6 SKU’s into supermarket channel with 8 – oz cups to get more profit. Refer to appendix 1; Natureview Farm total estimated for investment expenses is quite higher than another option. However, even though Natureview spend more for the investment; we can see that total expected profit is positively inc reased by annually.To get expected for this option need For option two, Natureview Farm next idea is to expend 4 SKU’s 32-oz into supermarket channel to their future business planning because their product is longer shelf life. Based on appendix 2, the investment plan is lower than option 1. The investment has divided to four regions for selling. Even through the management estimated that they can sell this brand with higher sold, the cost of the good sold also is quite higher and this is expenses will affect the profitability of goods sold. The last option is Natureview Farm plan to expand 2 SKU’S 4-oz multipack into natural food channel.Refer to appendix 3, we can see that the cost of goods sold is quite higher even through this idea not involved slotting fee, the estimated annual profit is not shown in positive way. Based on the calculation, the cost of goods sold and estimated annual profit is shown the selling product is lower profitability. Based on the financial analysis, we can identify some trends: The highest Profitability is option 1. Based on the graph, the higher of total investment expenses are option 1. The higher Investment ROI is option 3. RecommendationsAfter all analysis that we have done in this case study, our recommendation for Natureview Farm for their future planning are option 1. This is because based on our analysis; we can see option 1 is the best choice to get more profitability in 5 years onward as planning. This option is to expand 6 SKU’s of the 8-oz size into eastern and western supermarket regions. Even though the risk of going to supermarket channel is higher, Natureview Farm should expand into this channel because as we can see, two natural food companies expanded into this channel and increased their revenues by 200 %.To achieve their mission, they need to take the risks for get their estimated projected net profit. In addition, entry to this supermarket channel with 8 –oz size is more viable than option 2 where to expend into this channel with 32 –oz cup size. The 8 –oz size price initially attempt to negotiate retail price more than 32-oz size where the price of product will also affect the consumer choice. This option focuses on regional distribution instead of national, which should make it easier to implement this product information to region consumer.The level of education and higher income of consumer is also a reason for consumer to buy this natural food product. Natureview Farm can also market their product to this type of consumer with our product advantages such as the product has a longer shelf life, uses natural ingredients and uses only organic ingredients. The next recommendation strategy is, Natureview farms need to utilize more advanced in monitoring the technology and systematic management to keep track the trends so that they always be the consumer choice in natural food products.To become a successful natural food company in this channel, t hey need to be more systematic and always have good relationship with media, consumer and retailer. References 1. http://www. investopedia. com/terms/g/guerrilla-marketing. asp 2. http://Prezi. com/natureview – farms. 3. http:// www. slideshare. net/nature -view-case ——————————————– [ 1 ]. Based on investopedia. com, Margin analysis uses the percentage calculation to provide a comprehensive measure of a company's profitability on a historical basis (3-5 years) and in comparison to peer companies and industry benchmarks. 2 ]. Based on investopedia. com, Mark-up is the difference between an investment's lowest current offering price among dealers and the higher price a dealer charges a customer. [ 3 ]. Guerrilla Marketing is different than traditional marketing in that it often relies on personal interaction and has a smaller budget, and it focuses on smaller groups of promo ters that are responsible for getting the word out in a particular location rather than on wide-spread media campaigns.

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Microcontroller Embedded Memory Technology Information Technology Essay A  microcontroller  is a small computer on a single  integrated circuit  containing a processor core, memory, and programmable  input/output  peripherals. Program memory in the form of  NOR flash  or  OTP ROM  is also often included on chip, as well as a typically small amount of  RAM. Microcontrollers are designed for embedded applications, in contrast to the  microprocessors  used inpersonal computers  or other general purpose applications. http://upload.wikimedia.org/wikipedia/commons/thumb/c/c7/153056995_5ef8b01016_o.jpg/230px-153056995_5ef8b01016_o.jpg Microcontrollers are used in automatically controlled products and devices, such as automobile engine control systems, implantable medical devices, remote controls, office machines, appliances, power tools, and toys. 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Interrupts Microcontrollers must provide  real time  (predictable, though not necessarily fast) response to events in the embedded system they are controlling. When certain events occur, an  interruptsystem can signal the processor to suspend processing the current instruction sequence and to begin an  interrupt service routine  (ISR, or interrupt handler). The ISR will perform any processing required based on the source of the interrupt before returning to the original instruction sequence. Possible interrupt sources are device dependent, and often include events such as an internal timer overflow, completing an analog to digital conversion, a logic level change on an input such as from a button being pressed, and data received on a communication link. Where power consumption is important as in battery operated devices, interrupts may also wake a microcontroller from a low power sleep state where the processor is halted until required to do something by a peripheral event. Programs Microcontroller programs must fit in the available on-chip program memory, since it would be costly to provide a system with external, expandable, memory. Compilers and assemblers are used to convert high-level language and assembler language codes into a compact  machine code  for storage in the microcontrollers memory. Depending on the device, the program memory may be permanent, read-only memory that can only be programmed at the factory, or program memory may be field-alterable flash or erasable read-only memory. Other microcontroller features Microcontrollers usually contain from several to dozens of general purpose input/output pins (GPIO). GPIO pins are software configurable to either an input or an output state. When GPIO pins are configured to an input state, they are often used to read sensors or external signals. Configured to the output state, GPIO pins can drive external devices such as LEDs or motors. Many embedded systems need to read sensors that produce analog signals. This is the purpose of the  analog-to-digital converter  (ADC). Since processors are built to interpret and process digital data, i.e. 1s and 0s, they are not able to do anything with the analog signals that may be sent to it by a device. So the analog to digital converter is used to convert the incoming data into a form that the processor can recognize. A less common feature on some microcontrollers is a  digital-to-analog converter  (DAC) that allows the processor to output analog signals or voltage levels. In addition to the converters, many embedded microprocessors include a variety of timers as well. One of the most common types of timers is the  Programmable Interval Timer  (PIT). A PIT may either count down from some value to zero, or up to the capacity of the count register, overflowing to zero. Once it reaches zero, it sends an interrupt to the processor indicating that it has finished counting. This is useful for devices such as thermostats, which periodically test the temperature around them to see if they need to turn the air conditioner on, the heater on, etc. Time Processing Unit  (TPU) is a sophisticated timer. In addition to counting down, the TPU can detect input events, generate output events, and perform other useful operations. A dedicated  Pulse Width Modulation  (PWM) block makes it possible for the CPU to control  power converters,  resistive  loads,  motors, etc., without using lots of CPU resources in tight timerloops. Universal Asynchronous Receiver/Transmitter  (UART) block makes it possible to receive and transmit data over a serial line with very little load on the CPU. Dedicated on-chip hardware also often includes capabilities to communicate with other devices (chips) in digital formats such as  I2C  and  Serial Peripheral Interface  (SPI). Higher integration In contrast to general-purpose CPUs, micro-controllers may not implement an external address or data bus as they integrate RAM and non-volatile memory on the same chip as the CPU. Using fewer pins, the chip can be placed in a much smaller, cheaper package. Integrating the memory and other peripherals on a single chip and testing them as a unit increases the cost of that chip, but often results in decreased net cost of the embedded system as a whole. Even if the cost of a CPU that has integrated peripherals is slightly more than the cost of a CPU and external peripherals, having fewer chips typically allows a smaller and cheaper circuit board, and reduces the labor required to assemble and test the circuit board. A micro-controller is a single  integrated circuit, commonly with the following features: central processing unit   ranging from small and simple 4-bit  processors to complex 32- or 64-bit processors discrete input and output bits, allowing control or detection of the logic state of an individual package pin serial  input/output  such as  serial ports  (UARTs) other  serial communications  interfaces  like  I ²C,  Serial Peripheral Interface  and  Controller Area Network  for system interconnect peripherals  such as  timers, event counters,  PWM generators, and  watchdog volatile memory (RAM) for data storage ROM,  EPROM,  EEPROM  or  Flash memory  for  program  and operating parameter storage clock generator   often an oscillator for a quartz timing crystal, resonator or  RC circuit many include analog-to-digital converters in-circuit programming and debugging support This integration drastically reduces the number of chips and the amount of wiring and  circuit board  space that would be needed to produce equivalent systems using separate chips. Furthermore, and on low pin count devices in particular, each pin may interface to several internal peripherals, with the pin function selected by software. This allows a part to be used in a wider variety of applications than if pins had dedicated functions. Micro-controllers have proved to be highly popular in  embedded systems  since their introduction in the 1970s. Some microcontrollers use a  Harvard architecture: separate memory buses for instructions and data, allowing accesses to take place concurrently. Where a Harvard architecture is used, instruction words for the processor may be a different bit size than the length of internal memory and registers; for example: 12-bit instructions used with 8-bit data registers. The decision of which peripheral to integrate is often difficult. The microcontroller vendors often trade operating frequencies and system design flexibility against time-to-market requirements from their customers and overall lower system cost. Manufacturers have to balance the need to minimize the chip size against additional functionality. Microcontroller architectures vary widely. Some designs include general-purpose microprocessor cores, with one or more ROM, RAM, or I/O functions integrated onto the package. Other designs are purpose built for control applications. A micro-controller instruction set usually has many instructions intended for bit-wise operations to make control programs more compact.[2]For example, a general purpose processor might require several instructions to test a bit in a register and branch if the bit is set, where a micro-controller could have a single instruction to provide that commonly-required function. Microcontrollers typically do not have a  math coprocessor, so  floating point  arithmetic is performed by software. Volumes About 55% of all  CPUs  sold in the world are  8-bit  microcontrollers and microprocessors. According to Semico, over four billion 8-bit microcontrollers were sold in 2006.[3] A typical home in a developed country is likely to have only four general-purpose microprocessors but around three dozen microcontrollers. A typical mid-range automobile has as many as 30 or more microcontrollers. They can also be found in many electrical devices such as washing machines, microwave ovens, and telephones. http://upload.wikimedia.org/wikipedia/commons/thumb/1/18/PIC18F8720.jpg/220px-PIC18F8720.jpg A  PIC  18F8720  microcontroller  in an 80-pin  TQFP  package. Manufacturers have often produced special versions of their microcontrollers in order to help the hardware and  software development  of the target system. Originally these included  EPROM  versions that have a window on the top of the device through which program memory can be erased byultraviolet  light, ready for reprogramming after a programming (burn) and test cycle. Since 1998, EPROM versions are rare and have been replaced by  EEPROM  and  flash, which are easier to use (can be erased electronically) and cheaper to manufacture. Other versions may be available where the  ROM  is accessed as an external device rather than as internal memory, however these are becoming increasingly rare due to the widespread availability of cheap microcontroller programmers. The use of field-programmable devices on a microcontroller may allow field update of the  firmware  or permit late factory revisions to products that have been assembled but not yet shipped. Programmable memory also reduces the lead time required for deployment of a new product. Where hundreds of thousands of identical devices are required, using parts programmed at the time of manufacture can be an economical option. These mask programmed parts have the program laid down in the same way as the logic of the chip, at the same time. Programming environments Microcontrollers were originally programmed only in  assembly language, but various  high-level programming languages  are now also in common use to target microcontrollers. These languages are either designed specially for the purpose, or versions of general purpose languages such as the  C programming language.  Compilers  for general purpose languages will typically have some restrictions as well as enhancements to better support the unique characteristics of microcontrollers. Some microcontrollers have environments to aid developing certain types of applications. Microcontroller vendors often make tools freely available to make it easier to adopt their hardware. Many microcontrollers are so quirky that they effectively require their own non-standard dialects of C, such as  SDCC for the 8051, which prevent using standard tools (such as code libraries or static analysis tools) even for code unrelated to hardware features. Interpreters are often used to hide such low level quirks. Interpreter  firmware is also available for some microcontrollers. For example,  BASIC  on the early microcontrollers  Intel  8052[4]; BASIC and  FORTH  on the  Zilog Z8[5]  as well as some modern devices. Typically these interpreters support  interactive programming. Simulators  are available for some microcontrollers, such as in Microchips  MPLAB  environment. These allow a developer to analyze what the behavior of the microcontroller and their program should be if they were using the actual part. A simulator will show the internal processor state and also that of the outputs, as well as allowing input signals to be generated. While on the one hand most simulators will be limited from being unable to simulate much other hardware in a system, they can exercise conditions that may otherwise be hard to reproduce at will in the physical implementation, and can be the quickest way to debug and analyze problems. Recent microcontrollers are often integrated with on-chip  debug  circuitry that when accessed by an  in-circuit emulator  via  JTAG, allow debugging of the firmware with a  debugger. Types of microcontrollers : Freescale 68HC11  (8-bit) Intel 8051 ARM  processors (from many vendors) using  ARM7  or Cortex-M3 cores are generally microcontrollers STMicroelectronics  STM8  (8-bit),  ST10  (16-bit) and  STM32  (32-bit) Atmel  AVR  (8-bit),  AVR32  (32-bit), and  AT91SAM  (32-bit) Freescale  ColdFire  (32-bit) and  S08  (8-bit) Hitachi H8,  Hitachi SuperH  (32-bit) Hyperstone  E1/E2 (32-bit, First full integration of  RISC  and  DSP  on one processor core [1996]  [1]) MIPS  (32-bit PIC32) NEC V850  (32-bit) PIC  (8-bit PIC16, PIC18, 16-bit dsPIC33 / PIC24) PowerPC  ISE PSoC (Programmable System-on-Chip) Rabbit 2000  (8-bit) Texas Instruments Microcontrollers  MSP430  (16-bit), C2000 (32-bit), and Stellaris (32-bit) Toshiba TLCS-870  (8-bit/16-bit) Zilog eZ8  (16-bit),  eZ80  (8-bit) and many others, some of which are used in very narrow range of applications or are more like applications processors than microcontrollers. The microcontroller market is extremely fragmented, with numerous vendors, technologies, and markets. Note that many vendors sell (or have sold) multiple architectures. Interrupt latency In contrast to general-purpose computers, microcontrollers used in embedded systems often seek to optimize  interrupt latency  over instruction throughput. Issues include both reducing the latency, and making it be more predictable (to support real-time control). When an electronic device causes an interrupt, the intermediate results (registers) have to be saved before the software responsible for handling the interrupt can run. They must also be restored after that software is finished. If there are more registers, this saving and restoring process takes more time, increasing the latency. Ways to reduce such context/restore latency include having relatively few registers in their central processing units (undesirable because it slows down most non-interrupt processing substantially), or at least having the hardware not save them all (this fails if the software then needs to compensate by saving the rest manually). Another technique involves spending silicon gates on shadow registers: one or more duplicate registers used only by the interrupt software, perhaps supporting a dedicated stack. Other factors affecting interrupt latency include: Cycles needed to complete current CPU activities. To minimize those costs, microcontrollers tend to have short pipelines (often three instructions or less), small write buffers, and ensure that longer instructions are continuable or restartable.  RISC  design principles ensure that most instructions take the same number of cycles, helping avoid the need for most such continuation/restart logic. The length of any  critical section  that needs to be interrupted. Entry to a critical section restricts concurrent data structure access. When a data structure must be accessed by an interrupt handler, the critical section must block that interrupt. Accordingly, interrupt latency is increased by however long that interrupt is blocked. When there are hard external constraints on system latency, developers often need tools to measure interrupt latencies and track down which critical sections cause slowdowns. One common technique just blocks all interrupts for the duration of the critical section. This is easy to implement, but sometimes critical sections get uncomfortably long. A more complex technique just blocks the interrupts that may trigger access to that data structure. This often based on interrupt priorities, which tend to not correspond well to the relevant system data structures. Accordingly, this technique is used mostly in very constrained environments. Processors may have hardware support for some critical sections. Examples include supporting atomic access to bits or bytes within a word, or other atomic access primitives like theLDREX/STREX  exclusive access primitives introduced in the  ARMv6  architecture. Interrupt nesting. Some microcontrollers allow higher priority interrupts to interrupt lower priority ones. This allows software to manage latency by giving time-critical interrupts higher priority (and thus lower and more predictable latency) than less-critical ones. Trigger rate. When interrupts occur back-to-back, microcontrollers may avoid an extra context save/restore cycle by a form of  tail call  optimization. Lower end microcontrollers tend to support fewer interrupt latency controls than higher end ones. History The first single-chip microprocessor was the 4-bit  Intel 4004  released in 1971. With the  Intel 8008  and more capable microprocessors available over the next several years. These however all required external chip(s) to implement a working system, raising total system cost, and making it impossible to economically computerize appliances. The first computer system on a chip optimized for control applications was the  Intel 8048  released in 1975,[citation   with both  RAM  and  ROM  on the same chip. This chip would find its way into over one billion PC keyboards, and other numerous applications. At this time Intels President, Luke J. Valenter, stated that the (Microcontroller) was one of the most successful in the companies history, and expanded the divisions budget over 25%. Most microcontrollers at this time had two variants. One had an erasable  EPROM  program memory, which was significantly more expensive than the  PROM  variant which was only programmable once. In 1993, the introduction of  EEPROM  memory allowed microcontrollers (beginning with the Microchip  PIC16x84)  [2][citation needed]) to be electrically erased quickly without an expensive package as required for  EPROM, allowing both rapid prototyping, and  In System Programming. The same year, Atmel introduced the first microcontroller using  Flash memory.[6] Other companies rapidly followed suit, with both memory types. Cost has plummeted over time, with the cheapest 8-bit microcontrollers being available for under $0.25 in quantity (thousands) in 2009,[citation needed]  and some 32-bit microcontrollers around $1 for similar quantities. Nowadays microcontrollers are low cost and readily available for hobbyists, with large online communities around certain processors. In the future,  MRAM  could potentially be used in microcontrollers as it has infinite endurance and its incremental semiconductor wafer process cost is relatively low. Microcontroller embedded memory technology Since the emergence of microcontrollers, many different memory technologies have been used. Almost all microcontrollers have at least two different kinds of memory, a non-volatile memory for storing firmware and a read-write memory for temporary data. Data From the earliest microcontrollers to today, six-transistor SRAM is almost always used as the read/write working memory, with a few more transistors per bit used in the  register file.  MRAMcould potentially replace it as it is 4-10 times denser which would make it more cost effective. In addition to the SRAM, some microcontrollers also have internal EEPROM for data storage; and even ones that do not have any (or not enough) are often connected to external serial EEPROM chip (such as the  BASIC Stamp) or external serial flash memory chip. A few recent microcontrollers beginning in 2003 have self-programmable flash memory[6]. Firmware The earliest microcontrollers used hard-wired or mask ROM to store firmware. Later microcontrollers (such as the early versions of the  Freescale 68HC11  and early  PIC microcontrollers) had quartz windows that allowed ultraviolet light in to erase the  EPROM. The Microchip  PIC16C84, introduced in 1993,[7]  was the first microcontroller to use  EEPROM  to store firmware. Also in 1993, Atmel introduced the first microcontroller using  NOR Flash memory  to store firmware.[6] PSoC  microcontrollers, introduced in 2002, store firmware in  SONOS  flash memory. MRAM  could potentially be used to store firmware.

The Meaninglessness Of External Causes :: essays research papers

<a href="http://www.geocities.com/vaksam/">Sam Vaknin's Psychology, Philosophy, Economics and Foreign Affairs Web Sites Some philosophers say that our life is meaningless because it has a prescribed end. This is a strange assertion: is a movie rendered meaningless because of its finiteness? Some things acquire a meaning precisely because they are finite: consider academic studies, for instance. It would seem that meaningfulness does not depend upon matters temporary. We all share the belief that we derive meaning from external sources. Something bigger than us – and outside us – bestows meaning upon our lives: God, the State, a social institution, an historical cause. Yet, this belief is misplaced and mistaken. If such an external source of meaning were to depend upon us for its definition (hence, for its meaning) – how could we derive meaning from it? A cyclical argument ensues. We can never derive meaning from that whose very meaning (or definition) is dependent on us. The defined cannot define the definer. To use the defined as part of its own definition (by the vice of its inclusion in the definer) is the very definition of a tautology, the gravest of logical fallacies. On the other hand: if such an external source of meaning were NOT dependent on us for its definition or meaning – again it would have been of no use in our quest for meaning and definition. That which is absolutely independent of us – is absolutely free of any interaction with us because such an interaction would inevitably have constituted a part of its definition or meaning. And that, which is devoid of any interaction with us – cannot be known to us. We know about something by interacting with it. The very exchange of information – through the senses - is an interaction. Thus, either we serve as part of the definition or the meaning of an external source – or we do not. In the first case, it cannot constitute a part of our own definition or meaning. In the second case, it cannot be known to us and, therefore, cannot be discussed at all. Put differently: no meaning can be derived from an external source. Despite the above said, people derive meaning almost exclusively from external sources. If a sufficient number of questions is asked, we will always reach an external source of meaning. People believe in God and in a divine plan, an order inspired by Him and manifest in both the inanimate and the animate universe.

The Sacrament of Baptism Essay -- Christianity

In the United States Christianity is the largest religious group followed by Judaism, Islam, and Buddhism (Kohut and Rogers). According to the Pew Research Council Christianity was comprised of over 82 percent of the population in America as of March 2002 (Kohut and Rogers). Most of the world’s Christians live in the America’s and Europe (Pew Research Center). However, the population of Christians that currently live in the America’s and Europe is significantly lower than in the early 1900’s (Pew Research Center). Christianity is divided into three main branches: Roman Catholics, Eastern Orthodox, and Protestants. The Protestants make up the largest branch of the Christian religion in the United States and totaled fifty-two percent of the American population in 2002 (Kohut and Rogers). Catholics come in a close second comprising twenty-four percent of the American Population in March of 2002 (Kohut and Rogers). The majorities of the Christian denominations popular today developed during the five hundred years after the protestant reformation and are part of the protestant denomination (Pew Research Center). Many of the Christian denominations share a lot of the same beliefs; however, there are quite a few topics they disagree on such as the sacrament of baptism. Many Christian denominations practice the tradition of baptism. However, many denominations differ widely on the meaning and significance of the sacrament or ordinance of baptism. Baptism in the Old Testament is used as a symbol of a believer’s devotion to God by washing with water as a sign of purification and consecration. There are many different meanings and techniques to baptism that have been observed by many faiths over thousands of years. Many of the customs and b... .... "Baptism (in the Bible)." New Catholic Encyclopedia. 2nd ed. Vol. 2. Detroit: Gale, 2003. 56-60. Gale World History In Context. Web. 30 Dec. 2011. Zondervan NIV Study Bible. Zondervan New International Study Bible. Ed. Kenneth L. Barker. 2008. Grand Rapids: Zondervan, 2002. Pew Research Center. Global Christianity: A Report on the Size and Distribution of the World's Christian Population. 19 December 2011. December 2011 . "Sacrament." World Religions. New York: Macmillan Library Reference USA, 1987. Macmillan Compendium. Gale World History In Context. Web. 16 Nov. 2011. Sacrament of Baptism. 2003. .

Teenage Suicide :: Teenage Suicide Essays

  Ã‚  Ã‚  Ã‚  Ã‚  When people think about suicide, they think about someone taking their life away on purpose, or in other words it means, â€Å"to kill yourself† (Marcus 1). Suicide is a dramatic word that can change the way people view things in life. It is a thought that brings a teen to the point of self-murder. It is an event where a young one feels desperation and pain just before pulling the trigger or jumping off the bridge. Many of those who have thought about suicide or have committed suicide have done so because their life has changed, and many are having difficulty adjusting to it. It is a time where everything seems to go wrong, and a person starts to feel empty inside. It is like a mystery that could happen to young, old, rich and poor. The only thing a person can do when there are signs of suicide is to prevent it from happening, but why is it that people turn over to suicide, and how can a person prevent it from happening? There are about eighty deaths for teenage suicide every day in the United States, and there are about one thousand five hundred teens that attempt suicide. Many fail suicide, which is a good thing. After trying to attempt suicide for the first time, many can attempt to cry for help before a second attempt is made. People need to keep in mind that if a person turns to suicide and achieves suicide, there is nothing a community can do. But there are always many ways in which people can help suicidal teens. Even though there are teenagers who truly want to die, there are ways in which anyone can help if there are warning signs of suicide. In this case there are many ways in which a teenager could turn over to suicide. Loneliness, depression and the abuse of drugs and alcohol are just a few ways. A loss in a teen’s life could be very traumatizing, and losing a loved one for any reason may bring teenagers into the borderline of killing themselves. Being left out and not fitting in with a new group could often lead a teenager into feeling lonely. Loneliness causes a person to lose hope in life. Not having someone to talk to can make a person feel that they are nothing in this world.   Ã‚  Ã‚  Ã‚  Ã‚  Depression is another affect that can lead a person into suicide.

Effective Teaching and Learning Environments Essay

This assignment will discuss effective teaching and learning environments. According to Brophy (2004) there are twelve principles contributing to effective teaching; a supportive classroom environment, the opportunity to learn, curricular alignment, establishing learning orientations, coherent content, thoughtful discourse, practice and application activities, scaffolding students, strategy teaching, co-operative learning, goal orientated assessment and achievement expectations. All these principles contribute to the active involvement of the student and attaining effective learning environments. For this assignment we will focus on three of the main principles and discuss its effectiveness in my own learning and influences it will have on my own teaching. Supportive learning environment Teachers modelling personal attributes such as approachability, friendliness, emotional maturity and sincerity towards individuals as well as learners create an environment of cohesiveness and support. Educational content can be developed to connect and build on students’ prior knowledge and experiences whilst also encouraging understanding of learning outcomes in a positive collaborative environment. As a tertiary student I find these qualities very encouraging in allowing me to pursue my education without fearing to contribute and asking questions without being chastised or frown upon. An example of a non-supportive environment was observed at a high school where a teacher humiliated a student for failing a math test. The teacher made the student stand in front of the class and then called him ‘stupid’ leaving the student distraught and traumatised. Needless to say this was an extremely negative experience and could have detrimental effects on the student or all the students’ motivation for learning. A supportive environment is one where the students can be interactive with the teacher, other peers and lesson content. A recent excursion to the Attadale foreshore with the aides of workbooks and precise teacher instructions allowed the students to engage and explore the lesson by utilising their senses and the natural environment. This effective teaching method succeeded in building and supporting group collaboration and expanding their knowledge. Opportunity to learn The opportunity to learn greatly depends on the how much time is spent on participating in lessons and learning activities. Being an effective teacher is to be prepared and organised, using allocated class time efficiently for accomplishing activities and achieving instructional goals. Teachers need to articulate clear expectations and a sense of purpose that can be processed easily by the students in regards to general behaviour and engagement especially during lessons. Teachers can give clear and consistent expectations through modelling or direct instructions. Effective teachers instruct strategies and procedures for students to manage their own learning, elaborating content allowing students to respond and form their own interpretations. An example observed in a classroom setting lead to unenthusiastic results. A student needed clarification of an assessment, the teacher had instructed the whole class although as an observer I noticed that not many students understood what was required. The teacher approached the one student and admonishes him with a â€Å"why don’t you know anything!† statement. The students in the class have since stopped asking clarifying questions and continue to struggle in their lessons. The learning opportunities for students in this setting were limited. A more positive approach to teaching is to allow all students at different abilities a chance e.g. a grade 5 class spelling test had the teacher separating students into small literacy groups according to their abilities. Attention was focused on the struggling students whilst the more capable students had clear instructional goals to work towards. Curricular alignment The curriculum components are used as assistance in creating constant instructions and learner outcomes from K-12. The curriculum has been designed to assist students in their attainment of knowledge, understanding, appreciation and life applications in preparation for students to participate in adult roles within society. Teachers need to instil appreciation for learning into students, the why and because of learning and knowing that there are good reasons for learning that leads to life applications where what they have learned can be used when needed in other contexts. When I was in high school (Brunei Darussalam) I was taught using textbooks and to memorize random information available in the texts. Assessments were based on the amount of information memorized. This type of learning was not productive to me or the local society as it did not allow for the development for curiosity beyond textbooks. Students were passive and were not permitted to query anything other than content of lesson. Information was not related to daily matters in life. The difference in the education system here is that teachers motivate and encourage analytical thinking with questions and guidance. I was found lacking in understanding curricular concepts involving thinking ‘beyond’ the textbook although the push to ‘think outside the box’ was something that I relearned and appreciated over time. Finally, although these three main ideas; a supportive classroom climate, opportunity to learn and circular alignment have been highlighted individually, each idea should be applied in conjunction with the other nine principles mentioned by Brophy for attaining effective teaching and learning environments. All twelve principles are meant to be aligned as a measure of assisting students in accomplishing intended curricular outcomes. These main ideas influence my teaching by motivating the creation of an understanding and cohesive classroom by modelling and being supportive to the personal, social and academic well being of all students; by being prepared and ensure that lesson plans are stimulating, challenging and that the diverse learning abilities of the students have been taken into account to further maximise their opportunities to learn; and with curriculum guidance be able to achieve specific outcomes geared towards students being able to function socially and adapt to the adult world.