Brand Perception and Advertiing Essay Example | Topics and Well Written Essays - 2500 words

Brand Perception and Advertiing - Essay Example In ma-market retail talent i generally viewed a a valuable ource of brand building a quality of ervice offered by the retailer add to the pride of the brand. The companie may poition themelve for the ma market by providing outtanding cutomer interaction which may optimize profit and the core value of brand. The following dicuion in the paper analyze the influence of advertiing practice on developing brand peronality and their impact on the buying behavior of conumer. The dicuion in the paper are woven around the iue concerning advertiing a brand driver, brand typology, cognitive relationhip between the conumer behavior, communication and brand perception. The paper alo attempt to ynchronize viable propoition a managerial implication for building the brand peronality conidering the interactive cognitive variable of conumer behavior. The concept of cutomer-baed brand equity may be defined a the differential effect that brand knowledge ha on conumer repone to marketing activity for that brand. A brand i aid to have poitive (or negative) cutomer-baed brand equity when conumer react more (or le) favorably to marketing mix activity for the brand, a compared to when the ame marketing activity i attributed to a hypothetical or unnamed verion of the product or ervice. Conumer repone to marketing activity for competitive brand or an alternatively named verion of the product or ervice can alo be ueful benchmark (i.e. for determining the uniquene of brand aociation and the opportunity cot of brand extenion, repectively). Cutomer-baed brand equity emerge when the conumer i aware of and familiar with the brand and hold ome favorable, trong, and unique brand aociation in memory. Conumer have only one image of a brand, one created by the deployment of the brand aet at your dipoal: name, tradition, packaging, advertiing, promotion poture, pricing, trade acceptance, ale force dicipline, cutomer atifaction, repurchae pattern, etc. Clearly ome brand aet are more important to product marketer than to ervice marketer, and vice vera. ome competitive environment put more of a premium on certain aet a well. Quality and price do not exit a iolated concept in conumer' mind and are interrelated. Reearch ha hown that deep dicount do caue the conumer to believe that omething i wrong. Frequent dicounting erve to lower the value of the brand becaue of an almot ubconciou reaction by the conumer who believe that quality alo ha been lowered (remember hirt with alligator on them) or, in a "value rebound," conumer begin to perceive the everyday price a too high. The brand i then bought only on deal. Thi paper attempt to explore the variou mechanim that help building the brand per onality through marketing communication like advertiing, word of mouth etc. 1.2 Brand equity and cutomer relationhip trong brand equity allow the companie to retain cutomer better, ervice their need more effectively, and increae profit. Brand equity can be increaed by uccefully implementing and managing an ongoing relationhip marketing effort by offering value to the cutomer, and litening to their need. Diregarding the edge that the brand-cutomer relationhip

The cold war Essay Example | Topics and Well Written Essays - 500 words

The cold war - Essay Example Truman’s policy, also called the â€Å"containment doctrine,† was intended to suppress and control the spread of Communism worldwide. The containment promptly became the executive U.S. policy towards the USSR (â€Å"The Cold War†). In 1949, Soviet Union had effectively launched its first atomic bomb, thus ending Americas monopoly of atomic weaponry. This event started the Cold War. The US then realized that the country was faced with threats of nuclear warfare.  The government immediately commenced the investigation of the probability of the US atomic secrets leaked to the Russians by American Communists. High-status court proceedings concluded the conviction and execution of  the Rosenbergs in 1953 (â€Å"The Second Red Scare:  Fear and Loathing in High Places, 1947-1954†). Julius and Ethel Rosenberg, under the Espionage Act, were found guilty of conspiracy to commit espionage for the Soviet Union from 1944 to 1950. The Rosenbergs had been fundamentally involved in a Communist undercover agent circle that leaked US national defense secrets, particularly blueprints of high-explosive lens patterns and the US atomic bomb Trinity design, to the Soviet Union (Parrish). Truman’s war on communism ignited an anti-communist panic that led to espionage trials, an aggressive communist manhunt, and escalated aggression as the American government questioned, deported and investigated citizens suspected of being communists (â€Å"The Second Red Scare:  Fear and Loathing in High Places, 1947-1954†). Truman’s proposal that the country exercise military force to contain the global communist conspiracy started a chain of armed conflicts and deadly arms race between the U.S. and the U.S.S.R. (â€Å"Cold War†). The anti-communist hysteria precipitated the U.S. involvement in the Korean War (Sandler). The Second Red Scare occurred after the

A Business Plan for Just In Time Caring Ltd.

A Business Plan for Just In Time Caring Ltd. CONTENTS Executive Summary Objectives Mission Keys to Success Organization Summary Company Ownership Location and Facilities Services Management Summary Market Analysis Target Market Other Service Providers Contact US EXECUTIVE SUMMARY JUST IN TIME CARING LTD is Health and Safety Consultancy designed to help reduce accidents at work, increase productivity, enhance employee morale and help businesses to retain high quality employees. Proper Risk Management is about practical steps to protect people from real harm, not bureaucratic back covering. JITCL keeping in mind the need of work place health and safety in United Kingdom, will offer professional services to every size of business no matter from a small shop to corporate clients. OBJECTIVES The objectives of JITCL are: †¢Establish healthy and safe systems of work for employees. †¢Increase revenue, by expanding the Target Market to nearby areas in quarter 4 of Year 1. †¢Increase client base, by getting efficient and effective Marketing Strategy. †¢Implement new advertising campaign. †¢To generate sufficient profit to finance future growth and to provide the resources needed to achieve the other objectives of the company and its owner. †¢To grow the business at a rate that is both challenging and manageable, leading the market with innovation and adaptability MISSION The short term objective is to start this company quickly and inexpensively, with a minimum of debt. The long term objective is to grow the company into a stable and profitable entity that the owner can easily and comfortably manage. KEYS TO SUCCESS JITCL’s keys to success and critical factors for the next three years are: Development and implementation of a successful marketing strategy/plan to employers. Recruitment of experienced medical and administrative talent. Commitment to continuously improve the quality of service. Demonstrate a financial return on investment. Commitment from Senior Management ORGANISATION SUMMARY JUST IN TIME CARING LTD is committed to providing customized services to meet the occupational health and safety needs of area businesses and industries in its target market. JITCL is based on the belief that healthy employees are more productive and efficient. For this reason, it provides wellness strategies and programs to businesses. This combines promotion of total healthbody, mind and spiritdesigned to facilitate positive lifestyle changes of a companys work force. COMPANY OWNERSHIP JUST IN TIME CARING LTD was established in February 2014. The company is located in Slough and was established by Mr Mohammad Atiq. Mr Mohammad Atiq is an active director and 100% shareholder in the company. He is entitled Occupational Health Adviser. Mr Atiq holds a degree in Occupational Health and Safety from Cardiff Metropolitan University. Being a graduate and having experience in this field, he has an aptitude to deliver remarkable skills in his diverse field to make a space for himself and his company. LOCATION AND FACILITIES JITCL provides services between 9-5 7 days a week. The office hours are 9am to 5pm Monday to Friday. JITCL will look to offer Health and Safety programs at the employers’ workplace, once the minimum employee participation requirements are met. JITCL’s Head Office is currently located at 150 WELLINGTON STREET, SLOUGH, SL1 1RP. The Company will work from the customers’ workplace, depending on the need of the customer. SERVICES JITCL is convinced that the well-being of client/company is imperative to the health of our community. JITCL understands that accidents, illnesses, and sick days directly affect business efficiency, morale and profit. Maintaining healthy employees translates into a more productive work force. JITCL exists to encourage employees to set personal health improvement goals while reinforcing good principles. We will develop a strategy with each customer so that it best suits the needs of each individual employer. The program will be designed to facilitate positive lifestyle changes in a company’s employees. Our services will include (but are not limited to) the following: Inspection of workplace areas to ensure compliance with health and safety legislation. Preparing health and safety policies and procedure. Assessing the work environment. Managing Risk at the workplace. Managing Major Industrial Accidents. Managing Occupational Accidents. Assessing the workplace safety and reporting to management with recommendation on reducing risk at workplace. Our program will aim to help companies achieve the following goals: Reduce employee healthcare costs. Improve health and safety in the workplace. Increase productivity. Enhance employee morale. Retain high quality employees. Create a positive return on investment. MANAGEMENT SUMMARY The management team will initially consist ofMr. Mohammad Atiq who is a Cardiff Metropolitan MSC Occupational Health and Safety graduate. MARKET ANALYSIS Companies are generally categorized in the following manner: Home Office Businesses – consisting 1-5 employees. Small Businesses – 5-50 employees Medium Businesses – 50 – 500 employees Large Businesses -500+ employees All employers, whatever the size of the business, must have the health and safety policy in place and it’s a continuous cycle that requires further improvements and implementation of new regulations of Health and Safety Law. The below cycle best describes it; Ref: http://www.snh.org.uk/uplandpathmanagement/3.1.shtml TARGET MARKET Currently the target market for JITCL will be the Small Businesses or the Home Office Businesses. The Reason for this being that most such business do not recognize that they have the need for our services yet, or are just starting out and need a service such as ours. After a couple of years and having built a client base, JITCL can then look to approaching Medium and large businesses and tailoring our marketing and sales strategy for this. OTHER SERVICE PROVIDERS Currently, there seems to be only few other companies that are providing the same services within a 10 mile radius. This means that there is ample opportunity to grow as there is lack of competition. The other companies under the Health Safety Consultancy are searched over the internet and listed below; Our Rivals in the business: Health Grace 10 Canada Rd, Slough, Berkshire, SL1 1SE Tel: 07865 988957 New Linc Healthcare Services 335a High St, Slough, Berkshire, SL1 1TX Tel: 01753 535921 Anntara Management Ltd P.O Box 3563, Slough, Berkshire, SL3 3BT Tel: 07831 512528 Aline Associates 28 Fairfield Rd, Burnham, Slough, Berkshire, SL1 8AH Tel: 01628 663722 Prisma Associates Ltd Woodfield Taplow Common Rd, Burnham, Slough, Berkshire, SL1 8LP Tel: 01628 602791 REFERENCE: http://www.yell.com/ucs/UcsSearchAction.do?keywords=health++safety+consultantslocation=SL1+1RPscrambleSeed=89257880searchType=M=bandedclarifyResults=ssm=1autocomplete=kw

Poverty in Everyday Use, Sonnys Blues, and The Cathedral Essay

Poverty in Everyday Use, Sonny's Blues, and The Cathedral Works Cited Not Included Comparing ?Everyday Use?, ?Sonny?s Blues? and ?The Cathedral?, one can conclude that they share a common meaning. Although all three stories consider poverty as their theme, each chooses to elaborate it in a different manner. In fact, ?Everyday Use? emphasizes on the state of extreme poverty in which certain people live. On the other hand, ?Sonny?s Blues? contributes to the theme by describing the poverty of spirit of Harlem?s ?inner kids?. Carver?s ?The Cathedral?, however, prefers to explore the notion of poverty as a state of one?s mind rather than the environment in which one lives. In ?Everyday Use?, Alice Walker chooses to develop the idea of poverty by focusing exclusively on the environment in which her protagonists live. Setting attributes, such as the ones used to describe the house in which the protagonists reside, enables us to better understand the theme. In fact, the dwelling does not even have any real windows. Instead, it has holes cut in the sides, like the portholes of a ship, but not round and not square, with rawhide holding the shutters up on the outside. Then, Walker proceeds with inside description of the house as she points out that the protagonists use benches for their table instead of chairs because they cannot financially afford any. Further, the author supports the theme by providing us with some physical description of specific objects. The use of quilts that ?Grandma Dee? sewed from the scraps of her dress and the churn that Uncle Henry whittled from the wood is not derived from the protagonists? intention to preserve ?family values? but rather from a necessity to ?survive?. In ?Sonny?s Blues?, the theme of... ...nt from the happiness that he has with his own wife. The notion of poverty has a very expanded meaning. Although all three stories use poverty as their theme, each interprets it differently. Consequently, it does not necessarily mean the state of extreme misery that has been described in ?Everyday Use?. As Carver points out, poverty may refer to poverty of one?s mind, which is caused primarily by the lack of education and stereotyped personality. Finally, poverty may reflect the hopelessness of one?s mind. Realizing that no bright future awaits them, Harlem kids find no sense in their lives. Unfortunately, the satisfaction of realizing their full potential does not derive from achieving standards that are unachievable by others. Instead, it arises uniquely from denigrating others, as the only way to be higher than someone is to put this person lower than you.

Cow Eye dissection Essay

Purpose The purpose of this lab was to explore the anatomy of a cow eye. The eye is a special sensory organ with a complex structure and function. The objective was to gain a better understanding of the structure and the function of the eye. In this lab, we set out to dissect a cow’s eye and identify the different parts of the eye. Hypothesis If I study and review all the components and anatomy within this, then I can posse the knowledge and comprehend the functions of the cow eye and how its function are in resemblance with the human eye and its correlation to the human body. After completion of this lab I will be able to easily and confidently identify the cow eye mechanisms and permeable landmarks and terms with accuracy. Materials -Carolina Cow Eye Specimen -Dissecting Kit -Instructions -Internet; personal computer Results: Conclusion After completing this week’s lab, I have collectively and reviewed all aspects of preparing the assigned lab report. My beginning hypothesis was correct in the sense that to fully understand the material within this lab I have to comprehend the cow eye anatomy. I was able to view the external and internal eye anatomy. Most of the outside flesh was soft and slick to the touch. There is definitely a correspondence between the parts in the cow eye and those in a human eye. This lab enabled me to understand and better grasp the anatomy of the eye and how all parts within the body correlate to the entire human body.

Ch8 Test Bank

CHAPTER 8 SECTION 1: CONTINUOUS PROBABILITY DISTRIBUTIONS MULTIPLE CHOICE 1. Which of the following represents a difference between continuous and discrete random variables? a. Continuous random variables assume an uncountable number of values, and discrete random variables do not. b. The probability for any individual value of a continuous random variable is zero, but for discrete random variables it is not. c. Probability for continuous random variables means finding the area under a curve, while for discrete random variables it means summing individual probabilities. d. All of these choices are true. ANS:DPTS:1REF:SECTION 8. 1 2.Which of the following is always true for all probability density functions of continuous random variables? a. The probability at any single point is zero. b. They contain an uncountable number of possible values. c. The total area under the density function f(x) equals 1. d. All of these choices are true. ANS:DPTS:1REF:SECTION 8. 1 3. Suppose f(x) = 0. 25 . What range of possible values can X take on and still have the density function be legitimate? a. [0, 4] b. [4, 8] c. [? 2, +2] d. All of these choices are true. ANS:DPTS:1REF:SECTION 8. 1 4. The probability density function, f(x), for any continuous random variable X, represents: a. ll possible values that X will assume within some interval a ? x ? b. b. the probability that X takes on a specific value x. c. the height of the density function at x. d. None of these choices. ANS:CPTS:1REF:SECTION 8. 1 5. Which of the following is true about f(x) when X has a uniform distribution over the interval [a, b]? a. The values of f(x) are different for various values of the random variable X. b. f(x) equals one for each possible value of X. c. f(x) equals one divided by the length of the interval from a to b. d. None of these choices. ANS:CPTS:1REF:SECTION 8. 1 6.The probability density function f(x) for a uniform random variable X defined over the interval [2, 10] is a. 0. 125 b. 8 c. 6 d . None of these choices. ANS:APTS:1REF:SECTION 8. 1 7. If the random variable X has a uniform distribution between 40 and 50, then P(35 ? X ? 45) is: a. 1. 0 b. 0. 5 c. 0. 1 d. undefined. ANS:BPTS:1REF:SECTION 8. 1 8. The probability density function f(x) of a random variable X that has a uniform distribution between a and b is a. (b + a)/2 b. 1/b ? 1/a c. (a ? b)/2 d. None of these choices. ANS:DPTS:1REF:SECTION 8. 1 9. Which of the following does not represent a continuous uniform random variable? . f(x) = 1/2 for x between ? 1 and 1, inclusive. b. f(x) = 10 for x between 0 and 1/10, inclusive. c. f(x) = 1/3 for x = 4, 5, 6. d. None of these choices represents a continuous uniform random variable. ANS:CPTS:1REF:SECTION 8. 1 10. Suppose f(x) = 1/4 over the range a ? x ? b, and suppose P(X > 4) = 1/2. What are the values for a and b? a. 0 and 4 b. 2 and 6 c. Can be any range of x values whose length (b ? a) equals 4. d. Cannot answer with the information given. ANS:BPTS:1REF:SECTION 8. 1 11. What is the shape of the probability density function for a uniform random variable on the interval [a, b]? a.A rectangle whose X values go from a to b. b. A straight line whose height is 1/(b ? a) over the range [a, b]. c. A continuous probability density function with the same value of f(x) from a to b. d. All of these choices are true. ANS:DPTS:1REF:SECTION 8. 1 TRUE/FALSE 12. A continuous probability distribution represents a random variable having an infinite number of outcomes which may assume any number of values within an interval. ANS:TPTS:1REF:SECTION 8. 1 13. Continuous probability distributions describe probabilities associated with random variables that are able to assume any finite number of values along an interval.ANS:FPTS:1REF:SECTION 8. 1 14. A continuous random variable is one that can assume an uncountable number of values. ANS:TPTS:1REF:SECTION 8. 1 15. Since there is an infinite number of values a continuous random variable can assume, the probability of each individual value is virtually 0. ANS:TPTS:1REF:SECTION 8. 1 16. A continuous random variable X has a uniform distribution between 10 and 20 (inclusive), then the probability that X falls between 12 and 15 is 0. 30. ANS:TPTS:1REF:SECTION 8. 1 17. A continuous random variable X has a uniform distribution between 5 and 15 (inclusive), then the probability that X falls between 10 and 20 is 1. . ANS:FPTS:1REF:SECTION 8. 1 18. A continuous random variable X has a uniform distribution between 5 and 25 (inclusive), then P(X = 15) = 0. 05. ANS:FPTS:1REF:SECTION 8. 1 19. We distinguish between discrete and continuous random variables by noting whether the number of possible values is countable or uncountable. ANS:TPTS:1REF:SECTION 8. 1 20. In practice, we frequently use a continuous distribution to approximate a discrete one when the number of values the variable can assume is countable but very large. ANS:TPTS:1REF:SECTION 8. 1 21. Let X represent weekly income expressed in dollars. Since there is no set upper limit, we cannot identify (and thus cannot count) all the possible values. Consequently, weekly income is regarded as a continuous random variable. ANS:TPTS:1REF:SECTION 8. 1 22. To be a legitimate probability density function, all possible values of f(x) must be non-negative. ANS:TPTS:1REF:SECTION 8. 1 23. To be a legitimate probability density function, all possible values of f(x) must lie between 0 and 1 (inclusive). ANS:FPTS:1REF:SECTION 8. 1 24. The sum of all values of f(x) over the range of [a, b] must equal one. ANS:FPTS:1REF:SECTION 8. 1 25.A probability density function shows the probability for each value of X. ANS:FPTS:1REF:SECTION 8. 1 26. If X is a continuous random variable on the interval [0, 10], then P(X > 5) = P(X ? 5). ANS:TPTS:1REF:SECTION 8. 1 27. If X is a continuous random variable on the interval [0, 10], then P(X = 5) = f(5) = 1/10. ANS:FPTS:1REF:SECTION 8. 1 28. If a point y lies outside the range of the possible values of a ran dom variable X, then f(y) must equal zero. ANS:TPTS:1REF:SECTION 8. 1 COMPLETION 29. A(n) ____________________ random variable is one that assumes an uncountable number of possible values.ANS:continuous PTS:1REF:SECTION 8. 1 30. For a continuous random variable, the probability for each individual value of X is ____________________. ANS: zero 0 PTS:1REF:SECTION 8. 1 31. Probability for continuous random variables is found by finding the ____________________ under a curve. ANS:area PTS:1REF:SECTION 8. 1 32. A(n) ____________________ random variable has a density function that looks like a rectangle and you can use areas of a rectangle to find probabilities for it. ANS:uniform PTS:1REF:SECTION 8. 1 33. Suppose X is a continuous random variable for X between a and b.Then its probability ____________________ function must non-negative for all values of X between a and b. ANS:density PTS:1REF:SECTION 8. 1 34. The total area under f(x) for a continuous random variable must equal _________ ___________. ANS: 1 one PTS:1REF:SECTION 8. 1 35. The probability density function of a uniform random variable on the interval [0, 5] must be ____________________ for 0 ? x ? 5. ANS: 1/5 0. 20 PTS:1REF:SECTION 8. 1 36. To find the probability for a uniform random variable you take the ____________________ times the ____________________ of its corresponding rectangle.ANS: base; height height; base length; width width; length PTS:1REF:SECTION 8. 1 37. You can use a continuous random variable to ____________________ a discrete random variable that takes on a countable, but very large, number of possible values. ANS:approximate PTS:1REF:SECTION 8. 1 SHORT ANSWER 38. A continuous random variable X has the following probability density function: f(x) = 1/4, 0 ? x ? 4 Find the following probabilities: a. P(X ? 1) b. P(X ? 2) c. P(1 ? X ? 2) d. P(X = 3) ANS: a. 0. 25 b. 0. 50 c. 0. 25 d. 0 PTS:1REF:SECTION 8. 1 Waiting TimeThe length of time patients must wait to see a doctor at an emergen cy room in a large hospital has a uniform distribution between 40 minutes and 3 hours. 39. {Waiting Time Narrative} What is the probability density function for this uniform distribution? ANS: f(x) = 1/140, 40 ? x ? 180 (minutes) PTS:1REF:SECTION 8. 1 40. {Waiting Time Narrative} What is the probability that a patient would have to wait between one and two hours? ANS: 0. 43 PTS:1REF:SECTION 8. 1 41. {Waiting Time Narrative} What is the probability that a patient would have to wait exactly one hour? ANS: 0PTS:1REF:SECTION 8. 1 42. {Waiting Time Narrative} What is the probability that a patient would have to wait no more than one hour? ANS: 0. 143 PTS:1REF:SECTION 8. 1 43. The time required to complete a particular assembly operation has a uniform distribution between 25 and 50 minutes. a. What is the probability density function for this uniform distribution? b. What is the probability that the assembly operation will require more than 40 minutes to complete? c. Suppose more time was allowed to complete the operation, and the values of X were extended to the range from 25 to 60 minutes.What would f(x) be in this case? ANS: a. f(x) = 1/25, 25 ? x ? 50 b. 0. 40 c. f(x) = 1/35, 25 ? x ? 60 PTS:1REF:SECTION 8. 1 44. Suppose f(x) equals 1/50 on the interval [0, 50]. a. What is the distribution of X? b. What does the graph of f(x) look like? c. Find P(X ? 25) d. Find P(X ? 25) e. Find P(X = 25) f. Find P(0 < X < 3) g. Find P(? 3 < X < 0) h. Find P(0 < X < 50) ANS: a. X has a uniform distribution on the interval [0, 50]. b. f(x) forms a rectangle of height 1/50 from x = 0 to x = 50. c. 0. 50 d. 0. 50 e. 0 f. 0. 06 g. 0. 06 h. 1. 00PTS:1REF:SECTION 8. 1 Chemistry Test The time it takes a student to finish a chemistry test has a uniform distribution between 50 and 70 minutes. 45. {Chemistry Test Narrative} What is the probability density function for this uniform distribution? ANS: f(x) = 1/20, 50 ? x ? 70 PTS:1REF:SECTION 8. 1 46. {Chemistry Test Narrative} Find the pr obability that a student will take more than 60 minutes to finish the test. ANS: 0. 50 PTS:1REF:SECTION 8. 1 47. {Chemistry Test Narrative} Find the probability that a student will take no less than 55 minutes to finish the test. ANS: 0. 75PTS:1REF:SECTION 8. 1 48. {Chemistry Test Narrative} Find the probability that a student will take exactly one hour to finish the test. ANS: 0 PTS:1REF:SECTION 8. 1 49. {Chemistry Test Narrative} What is the median amount of time it takes a student to finish the test? ANS: 60 minutes PTS:1REF:SECTION 8. 1 50. {Chemistry Test Narrative} What is the mean amount of time it takes a student to finish the test? ANS: 60 minutes PTS:1REF:SECTION 8. 1 Elevator Waiting Time In a shopping mall the waiting time for an elevator is found to be uniformly distributed between 1 and 5 minutes. 1. {Elevator Waiting Time Narrative} What is the probability density function for this uniform distribution? ANS: f(x) = 1/4, 1 ? x ? 5 PTS:1REF:SECTION 8. 1 52. {Elevator Wa iting Time Narrative} What is the probability of waiting no more than 3 minutes? ANS: 0. 50 PTS:1REF:SECTION 8. 1 53. {Elevator Waiting Time Narrative} What is the probability that the elevator arrives in the first minute and a half? ANS: 0. 125 PTS:1REF:SECTION 8. 1 54. {Elevator Waiting Time Narrative} What is the median waiting time for this elevator? ANS: 3 minutes PTS:1REF:SECTION 8. 1