Veterans and Ptsd Free Essays

Veterans and PTSD Toni L. Enemy Hunter Psychiatric Rehabilitation/REHA 425 Professor McDermott October 29, 2011 Abstract The United States is seeing an increasing number of Veterans coming back from Operation Enduring Freedom (OEF) and Operation Iraqi Freedom (OIF) being diagnosed with Post-Traumatic Stress Disorder (PTSD). We will write a custom essay sample on Veterans and Ptsd or any similar topic only for you Order Now PTSD is affecting the lives of men and women, their family and those closest to them. The goal of this paper is to give some general information for women and their families experiencing PTSD. It will give symptoms and treatment options available to women veterans. Women Vets and PTSD According to the 2009 and 2010 National Survey on Drug Use and Health, Substance Abuse and Mental Health Services Administration (SAMHSA), nearly 600,000 veterans aged 18 or older experienced a co-occurring substance use disorder and mental illness in the past 12 months. Post-Traumatic Stress Disorder (PTSD) is now becoming more prevalent with men and women in the military. How can the families of the veteran better understand what to expect and how to deal with their loved ones suffering from PTSD? Definition According to the Diagnostic and Statistical Manual of Mental Disorders, Fourth Edition, Text Revision (DSM-IV-TR; APA, 2000) the diagnostic criteria for PTSD include a history of exposure to a traumatic event meeting two criteria and symptoms from each of three symptom clusters: intrusive recollections, avoidant/numbing symptoms, and hyper-arousal symptoms (Appendix 2). Challenges The British Medical Journal reported that veterans do not experience trauma or disabling symptoms until they return from the war (Gabriel Neal, 2002). Friedman said PTSD symptoms appear when they return home trying to readjust to civilian life. When a person is on active duty in the military, if one does not have a physical injury then psychological symptoms are seen as a weakness and being a coward (Friedman, 2004). Those that did seek help found it difficult to be diagnosed because they were not exposed to direct combat (i. e. hostile fire, returning fire, or seeing others injured). The veterans that do have PTSD from military trauma are from non-combative events such as sexual trauma. They may feel alone and worry about their families. PTDS is comorbid with traumatic brain injuries and other psychiatric disorders such as depression, social phobia, panic disorder, substance abuse, and mood and anxiety disorders (Feczer, 2009). [W]e deny that war changes its participants forever- †¦America claims innocence and goodness as fundamental traits. We believe that our young men and women should be able to go to war, get the job done, and return home blameless and well. (Tick, 2005) Intervention The Readjustment Counseling Service is available for veterans who served in war zones, Vietnam Era Veterans, veterans that experienced sexual trauma while in the military, and for family members that have lost loved ones while on duty. At a Veteran Center, the services that are provided are: individual counseling, group counseling, marital and family counseling, addiction counseling, benefits assistance and referral, employment referral and counseling, community education, liaison with VA facilities, referral to community agencies, contracts with area counselors and Mobile Vet Center Outreach. The client first has to go through assessments to figure out the best therapeutic approach. They need to be screened for victimization, suicidal potential, addictive behaviors, differential diagnosis, comorbidity, and family assessment (Meichenbaum, 1995). Medications, along with therapy, have been the most helpful types of treatment for PTSD. The medications used are antidepressant medications, anti-anxiety medications, mood stabilizing medications, and other medications to ease nightmares, irritability, sleeplessness, depression, and anxiety (Feczer, 2009). It is important when interviewing the client to find out their childhood history. Many times trauma during childhood will not come out until later in life and it can be the underlying issue to their problems (Feczer, 2009). Therapy Modalities PET After a traumatic event, many individuals experience distress and signs of PTSD. The veteran may experience suffering when dealing with the recollections related to the trauma. This type of therapy helps by approaching those thoughts, feelings, and events that the client has been avoiding because of the stress they cause. By repeated exposure to the emotions it helps the veteran reduce the power thoughts have over the client. However, during the assessment, it is important to discuss with the veteran the main event(s) that causes the stress. By doing this at a comfortable pace, the exposure to that trauma can be dealt with accordingly (Creamer amp; Forbes, 2004). The first part of the therapy is education. The counselor will explain the treatment, the common trauma reactions and symptoms of PTSD. PET helps the veteran understand what the goals are for the treatment and what to expect for the duration of the upcoming sessions. Teaching methods of breathing techniques will help the veteran to relax. Breathing changes when a person becomes anxious or fearful. This is a short-term technique to assist in managing sudden distress. The third aspect of PET is in vivo exposure where the client has exposure to real world situations or events that may be anxiety-producing. This is safely done by approaching the situation that has been avoided because of the stress it causes. PET uses imaginal exposure where the veteran talks through the trauma(s) with the counselor. By talking, it helps the client to gain control over the traumatic events and realize that he or she does not have to be afraid of his or her memories. The overall goal is to work through the events from least to most traumatic events and what is comfortable for the client. This type of therapy is usually eight to fifteen sessions that last about ninety minutes (Resick, Nishith, Weaver, Astin,amp; Feuer, 2002). CPT Many times those with PTSD have problems dealing with their thoughts and memories of the trauma they have been though. They may get â€Å"stuck† in their thoughts and have a hard time making sense of what has happened or is happening to them. CPT helps in giving clients a new way of dealing with their thoughts and to gain an understanding of the events that haunt them. There are four parts to CPT: learning about PTSD symptoms, becoming aware of thoughts and feelings, learning skills and understanding changes in beliefs. CPT requires educating the client about PTSD and what to expect from the disorder. The veterans can ask questions and find out how the skills are going to help them. In this modality, the client needs to become aware of their thoughts and feelings. When bad things happen we want to know why they happen. Clients can get stuck in their thought process and not be able to let it go. However, with CPT a person learns to pay attention to these thoughts that the trauma has caused and discuss how they make one feel. Then he or she can take a step back and see how it affects the person now. This will hopefully help the veteran think of the trauma in a different way. This can be done by writing about it or talking to the counselor. Next, the veterans need to begin learning the skills to help challenge their thoughts and question them as well. This is done by doing worksheets (appendix 1). These worksheets will help veterans decide the way they want to think and feel about their traumatic situations. These skills will eventually help in dealing with every day issues. Finally, there is trying to understand the changes in beliefs. There are common changes that happen after going through a trauma. There are going to be changes in the way a person thinks about safety, trust, control, self-esteem, other people and relationships. By talking about these beliefs, hopefully they can find a balance with the beliefs before and after the trauma. The approximate time for this type of therapy is twelve sessions. EMDR The final type of therapy is Eye Movement Desensitization and Reprocessing or EMDR. Clients that are involved in EMDR use imaginal exposure of their trauma and at the same time the counselor uses their index finger for them to follow back and forth. EMDR therapy seems to directly affect the brain by unlocking the traumatic memories, allowing clients to resolve them. Veterans work through the upsetting memory, beliefs, feelings, sensations until they are able to think about the event without reliving it. The memory is still there, but not as upsetting. It is like detaching oneself and watching a movie but relieving the trauma at the same time (Barton, Smith, Corcoran, 2011). Case Management, Employment and Vocational Rehabilitation According to the Vocational Rehabilitation and Employment Program that Congress prepared, case managers work closely with Vocational Rehabilitation Counselors (VRC) to create a rehabilitation plan. This plan consists of evaluation and planning for the future goals of the veteran. The veteran is evaluated to see if he or she is capable of independent living or will need rehabilitation services. The VRC is responsible to see that referrals for medical, eye care and dental are taken care of for the client. The vocational-education counselor will be able to assist the veteran in acquiring education, training, equipment, and financial aid if the client needs to develop new skills for employment. The President of the United States is also giving great tax breaks to employees for hiring veterans. The Counselor and Support Systems The downfall to helping veterans with PTSD is that there are not many counselors have the experience with this type of client. Counselors in this field are few, especially in the rural and underserved geographic areas. The VA resources are overwhelmed with clients so there is a backlog, which creates frustration with veterans. There are many that have contemplated or have committed suicide because they did not receive the help they needed. According to the National Center for PTSD, some may have had past mental health issues and may not have good support systems in addition to what was mentioned earlier. So that is why it is important to have a good support system and education is essential for the families when the veteran returns home. They will more than likely not be the same person as they were before they were deployed. Conclusion Veterans do so much for the United States citizens and we need to be thankful for the job they do for our freedom. The veterans put their lives in danger so we can live the life as Americans. Veterans deserve the respect and assistance when they return home to us. So it is my opinion that we do our best to ensure they can become productive citizens once again. I would like to be part of that team to assist in helping veterans adjust back into civilian life. I would like to see more citizens do the same by helping the veterans any way possible. Where would the United States be if we did not have such a great military team? References American Psychiatric Association. (2000). Diagnostic and statistical manual of mental disorders (Revised 4th ed. ). Washington, DC: Author. Feczer, D. A. (2009). Forever changed: Posttraumatic Stress Disorder in female military veterans, A Case Report. Perspectives in Psychiatric Care. Friedman, M. (2004). Acknowledging the psychiatric cost of war. New England Journal of Medicine, pp 351, 75-77. Gabriel, R. A. (2002). Post-traumatic stress disorder or somatic dysfunction after military conflict may hide posttraumatic disorder. British Medical Journal, pp 324, 340-342. Tick, E. (2005). War and the soul: Healing our nation’s veterans from post-traumatic stress disorder. Wheaton, IL: Quest Books. Masson, N. (2010). Mindful Cognitive Processing Worksheet. Retrieved from http://drnataliemasson. com/images/Mindful%20Cognitive%20Processing%20Worksheet. pdf Creamer, M. , Forbes D. (2004). Treatment of Posttraumatic Stress Disorder in Military and Veteran Populations, Psychotherapy: Theory, Research, Practice, Training, (Vol. 41, pp. 388-398). Resick, P. , Nishith, P. , Weaver, T. , Astin, M. , Feuer, C. 2002). A comparison of cognitive-processing therapy with prolonged exposure and a waiting condition for the treatment of chronic posttraumatic stress disorder in female rape victims. Journal of Consulting and Clinical Psychology, (Vol. 70, pp. 867-879). Bartson, S. , Smith. , M. , Corcoran, C. (2011). Help Guide. EMDR Therapy. Retrieved from http://www. helpguide. org/mental/pdf/emdr. pdf Meichenbaum, D. (19 95). A clinical handbook/practical therapist manual for assessing and treating adults with post-traumatic stress disorder (PTSD) book. Florida: Institute Press. Appendix 1 Mindful Cognitive Processing Worksheet 1. Describe situation briefly 2. List emotions (single words) and rate the intensity (0-100%) 3. List automatic thoughts. Circle â€Å"hot thought†. (For deeper work, identify the â€Å"core belief. †) 4. Observe breathing and body sensations. Describe these briefly. 5. Practice acceptance and validation. List thoughts that promote acceptance, non-judgment, validation. Take a few moments to practice breathing in an attitude of allowing things to be as they are without judging or trying to change/fix things. 6. List objective evidence that supports your automatic thoughts. . List objective evidence that counters your automatic thoughts. 8. Identify any distortions involved in your automatic thoughts. 9. Consider a more balanced thought. 10. Describe the outcome. List emotions, rate intensity. List any other reactions, observations. Bonus†¦ 11. Identify any core beliefs that could use revising†¦. and a more adaptive belief. 12. Consider behavioral experiments to disprove the core beliefs and support a new belief. Summary of some common cognitive distortions: 1. Probability overestimations – overestimating the likelihood of a negative event 2. Mind reading – assuming what others will think about you Appendix 1 Cont. 3. Personalization – taking too much responsibility for a negative situation 4. Should statements – incorrect/exaggerated statements about how things should be 5. Catastrophic thinking – assuming that a negative event would be catastrophic 6. All-or-nothing thinking (Black ; White Thinking) 7. Selective attention and memory –attend to negative information, discount positive 8. Overgeneralization – a single event is taken as a sign of a global pattern 9. Fortune telling – predicting the future with absolute certainty 10. Negative core beliefs – negative assumptions about oneself. Taking an event and turning it into a core characteristic. (â€Å"I made a mistake† vs. â€Å"I am a loser†) 11. Emotional reasoning – believing that if you feel as if something is true, that makes it true (Masson, 2010) Appendix 2 DSM-IV-TR criteria for PTSD In 2000, the American Psychiatric Association revised the PTSD diagnostic criteria in the fourth edition of its Diagnostic and Statistical Manual of Mental Disorders (DSM-IV-TR) (1). The diagnostic criteria (A-F) are specified below. Diagnostic criteria for PTSD include a history of exposure to a traumatic event meeting two criteria and symptoms from each of three symptom clusters: intrusive recollections, avoidant/numbing symptoms, and hyper-arousal symptoms. A fifth criterion concerns duration of symptoms and a sixth assesses functioning. Criterion A: stressor The person has been exposed to a traumatic event in which both of the following have been present: 1. The person has experienced, witnessed, or been confronted with an event or events that involve actual or threatened death or serious injury, or a threat to the physical integrity of oneself or others. . The person’s response involved intense fear, helplessness, or horror. Note: in children, it may be expressed instead by disorganized or agitated behavior. Criterion B: intrusive recollection The traumatic event is persistently re-experienced in at least one of the following ways: 1. Recurrent and intrusive distressing recollections of the event, inc luding images, thoughts, or perceptions. Note: in young children, repetitive play may occur in which themes or aspects of the trauma are expressed. 2. Recurrent distressing dreams of the event. Note: in children, there may be frightening dreams without recognizable content 3. Acting or feeling as if the traumatic event were recurring (includes a sense of reliving the experience, illusions, hallucinations, and dissociative flashback episodes, including those that occur upon awakening or when intoxicated). Note: in children, trauma-specific reenactment may occur. 4. Intense psychological distress at exposure to internal or external cues that symbolize or resemble an aspect of the traumatic event. 5. Physiologic reactivity upon exposure to internal or external cues that symbolize or resemble an aspect of the traumatic event Criterion C: avoidant/numbing Persistent avoidance of stimuli associated with the trauma and numbing of general responsiveness (not present before the trauma), as indicated by at least three of the following: 1. Efforts to avoid thoughts, feelings, or conversations associated with the trauma 2. Efforts to avoid activities, places, or people that arouse recollections of the trauma 3. Inability to recall an important aspect of the trauma 4. Markedly diminished interest or participation in significant activities 5. Feeling of detachment or estrangement from others 6. Restricted range of affect (e. g. , unable to have loving feelings) 7. Sense of foreshortened future (e. g. , does not expect to have a career, marriage, children, or a normal life span) Criterion D: hyper-arousal Persistent symptoms of increasing arousal (not present before the trauma), indicated by at least two of the following: 1. Difficulty falling or staying asleep 2. Irritability or outbursts of anger 3. Difficulty concentrating 4. Hyper-vigilance 5. Exaggerated startle response Criterion E: duration Duration of the disturbance (symptoms in B, C, and D) is more than one month. Criterion F: functional significance The disturbance causes clinically significant distress or impairment in social, occupational, or other important areas of functioning. Specify if: Acute: if duration of symptoms is less than three months Chronic: if duration of symptoms is three months or more Specify if: With or without delay onset: Onset of symptoms at least six months after the stressor (American Psychiatric Association, 2000) How to cite Veterans and Ptsd, Papers

HPWS at Tomex incorporated free essay sample

1) Evaluate the key aspect’s of Tomex’s high-performance work systems? How do they reflect the underlining principles of HPWS? The primary principles that support high-performance work systems are four simple but powerful principles, these principles are the building blocks for an organization using HPWS. Since using the HPWS Tomex increased their performance significantly. The first principle of HPWS is Engalitarianism and Engament, this principle eliminates status and power differences and increases collaboration and teamwork. During Tomex transition to HPWS the company’s manager changed the job classification to two â€Å"employees were reorganized into self-managed teams empowered to make decisions typically made by managers and supervisors† by doing this, Tomex is applying the first pillar of HPWS since they are eliminating status and power differences. The second building block is Shared information, members in the organization hold ten-minute meetings at the beginning and end of each meeting, to discuss problems, focus on goals and check performance, workers are â€Å"aquainted with the nature of their own work and are therefore in the best position to recognize problems†. The third principle is Knowledge Development, Tomex applied it by having their brand new employees highly trained, they were required to expend more than 30% in the job training, by doing this Tomex ensured that all of their employees were more well rounded and they were working and learning in a â€Å"real time† environment using innovative new approaches to solve problems. The last but not least building block is Performance-Reward Linkage is that employees will pursue successful outcomes in exchange to have a beneficial result for themselves, I believe Tomex workers would benefit themselves by being their own managers, they did not have to worry to bring their work to someone’s table or having someone always looking if you are doing your work the way you are supposed to, but they have the benefit to do their work by their own as long as at the end everything comes out as it is supposed to. 2) Do the systems achieve both vertical and horizontal fit? How? I believe that both; vertical and horizontal fit are being achieved in Tomex. As we know horizontal fit is â€Å"testing to make certain that all of the HR practices, work designs, management processes and technologies complement one another† this said changes in one component affects all the other components, by having the workers and managers working hard and accomplishing their responsibilities we are having a successful work-flow and all the components complement one another. Vertical fit is when â€Å"the situation in which the work system supports the organization’s goals and strategies† since the change to HPWS workers in Tomex hold a ten minute meeting at the beginning and end of each shift, here they discuss problems, and focus on goals, what the workers are doing in these meetings they are trying to supports the organization’s goals and strategies. 3) What are the benefits of the management processes, HR practices and work structure found within the HPWS from the employee, manager, and organizational perspectives? I believe the benefits from the management process based on the HPWS are extremely efficient, I believe the work-flow and the self-managed teams are very efficient within the employees, managers and organizational perspective, because I think it keeps everyone happy, the employees don’t have a schedule to follow that is given to them without even analyzing their personal life, but with the HPWS in Tomex, they are able to schedule their own work without any difficulty, and I think it also makes managers happy by not having to worry about one more thing. 4) Compare and contrast the respective roles of managers and employees previous to after the implementation of HPWS at Tomex? Tomex adopted the high performance work system, they had to change various management strategies in their company. They had reduce cost, and respond quickly to customer needs, in order to accomplish this, they had support into a more flexible and autonomously work environment. By achieving this, managers gave full responsibility to their employees and let them do the work without being closely supervised, this helped the organization in making their employees more comfortable and more enthusiastic to work. On the other hand Tomex started to hired more qualified workers, not only did they have to have the qualifications they required before the change, but they also had to be able to work on a team-based environment. In some cases Tomex had candidates they had all the requirements but the only thing they were looking up closely was if they were team members, the company declined the people who weren’t capable of working on a team-basis environment. 5) If you were a manager at Tomex, what concern would you have when the company initially implemented high-performance work systems? If I were a manager at Tomex at the beginning of the change I would be concern about letting the workers do their job by themselves without anyone supervising them as they were before. I think by letting the employees schedule their own work would have been difficult for me to trust that they are doing everything how they are supposed to. 6) What other HR practices might the company consider implementing to render the HPWS even more effective? I think one think that would make the company more effective using the HPWS is making sure that the employees are being rewarded for good performance and useful suggestions, because as we know a some things that motivates people are achievement and development, by having a motivated employee you get a high performance people, and by having a high performance people you have a high performance work system.

7 effective strategies for college students

7 Effective Strategies For College Students You Are Finally on Your Own- Be Safe Graduation is over and you are headed to college. A world that begins your transition from young adult, to adulthood. For many this is an exciting time. Time to be on your own and make your own choices. While it is going to be great not to have your mom walk in on you while you are doing God knows what, and to not have your dad looming by while you are talking on the phone with friends, becoming an adult comes with responsibility. Yeah, that word again. You will be running into that word the rest of your life, and then you will be passing it on to your kids one day. Before you settle into the daily grind of college life, and write essay number one, take time to go over these important steps that may keep you responsible and safe enough to finish college. Choose Friends Wisely Everyone wants to be liked, and you had protection at home when your parents could watch over you, and get on your nerves about what friends you chose. Everyone that smiles is not a friend, and many of your college mates may not be those that you would want around if you are there to gain that degree. Partying is one thing, but overdoing it is another. Be the one that knows how to say â€Å"no†, it is a word that will come in handy. Secure Your Belongings Laptops, phones, IPods, these are costly and your parents are not going to want to keep sending you these things if they are lost or stolen. You do not want to have to work hard and have to buy them over and over again either. Invest in an engraving tool and computing system locks, there are many online that are inexpensive. E-mail Your Professors This is so important. Let them know that you are happy to be coming to their classes or even ask for  college essay help. Nurturing a relationship with them is going to be valuable as you move from semester to semester. They have been at the college for many years, well some of them, and they know what you need to succeed. Some will even lay out your entire path for you, advising what classes to take now, and which ones to wait to take. Save Money If you have millions of dollars you can skip this one. Most of us don’t have the privilege of parents with fat bank accounts to send money to us every month, so be thrifty. You don’t have to have 100-dollar tennis shoes to look your best, and ramen noodles taste good when the right veggies are added to them. There are books to be bought, and they are expensive, so rent them. Used books are okay too, as a matter of fact, the notes in them from other students that came before you can be priceless. Although you may have to buy essays online from the  best college essay writing service  if you are behind in your schedule, don’t make a habit of it. Saved money can go towards much needed copy costs and travel fares. Bike or Walk Campuses can be huge, and so can the bus fare to get around them in bigger cities. Get a good bike or walk, not only will you be healthier, you will save a ton of money. Try to get Your Syllabus Early Many professors will gladly send it if you ask for it when you email them and introduce yourself. This is a great way to get to the bookstore before the rush in the first week of school. Utilize the Study Lab The less wear and tear you put on your personal computer or laptop, the better. The computer study lab and college library are there for your use and the extra icing on the cake is that it is usually very quiet and you can study effectively. This wasn’t the normal how to get your studying done guide you may have been looking for, however, print this out and put it on the back of your door to your dorm room, or on your mirror. After you are practical about how to live your life on campus, the rest will be easier to handle. Those talks that your parents gave you before leaving home were not to nag you, but were to keep you safe. Don’t forget to call them, they miss you more than you could ever know, and you know you miss them too.

Clyde Barrows Letter to Henry Ford

Clyde Barrow's Letter to Henry Ford Clyde Barrow and Bonnie Parker are infamous for their two-year crime spree from 1932 until their deaths in a hail of bullets in 1934. More amazing than his novice murders and robberies was Clydes uncanny ability to evade the police even when he was surrounded. Part of Clydes ability to evade capture was in his skill as a driver, while the other part was most definitely in the choices of cars that he stole. Quite often, Clyde would be in a car that could out maneuver and out run any of the police cars that attempted to follow him. Additionally, living a life on the run meant that Clyde and Bonnie spent days and even weeks at a time in their car while traveling long distances and sleeping in their car at night. Clyde Barrow and the Ford V-8 The car that Clyde preferred, one that offered both speed and comfort, was the Ford V-8. Clyde was so thankful for these cars that he wrote Henry Ford a letter on April 10, 1934. The letter read: Tulsa, Okla10th AprilMr. Henry FordDetroit Mich.Dear Sir: While I still have got breath in my lungs I will tell you what a dandy car you make. I have drove Fords exclusively when I could get away with one. For sustained speed and freedom from trouble the Ford has got ever other car skinned and even if my business hasent been strickly legal it dont hurt anything to tell you what a fine car you got in the V8 Yours trulyClyde Champion Barrow Over the years, many have questioned the authenticity of Clydes letter to Henry Ford, based on a discrepancy over handwriting. The letter is currently on display at the Henry Ford Museum in Dearborn, Michigan.

Analysis three macroeconomic factors in the UK and how do they affect Essay

Analysis three macroeconomic factors in the UK and how do they affect the profitability of Sainsbury company - Essay Example It can be stated that the GDP growth will positively impact towards improving the profitability of Sainsbury’s. GDP also positively impacts upon public spending which is a crucial aspect for a retail organisation such as Sainsbury’s as it can enable them to garner more profit. Though, slower growth of GDP can create unemployment, which can in turn affect Sainsbury’s profitability as new recruitment can be stopped by the organisation along with investing in any new purchases until the economy gets better (Economy Watch, 2009). Interest Rate and Inflation Rate UK interest rate in March’ 2011 had been registered at 0.5% which is a record low (BBC, 2011). In February 2011, inflation rate of UK rose to 4.4% (BBC, 2011). Interest rate has a major impact on time value of money. Changes in case of inflation rate generally result in alterations in the interest rate. These two factors are the key decision making factors for making any investment decision since these factors have a straight impact upon the ‘investment yield’. In case of the UK, the record low interest rate will support the investment on shares. Rising interest rates slows down the inflation.

Law and Ethics in Health and Social Care Essay Example | Topics and Well Written Essays - 5000 words

Law and Ethics in Health and Social Care - Essay Example For instance, in UK and Wales, it is essential to get consent from a patient who is an offender under NOMS 2007. (Eher et al 2011:33). Two fundamental theories on medical ethics have been specifically powerful in the British medical profession in the last 250 year, and they are viz. Utilitarianism or Consequentialism – This based on simple concept, and this concept demands for the outcomes of each action to be resolved and that with the predictable most favourable outcome is the best way to adhere. The most constructive outcome is one where there exist the least human pains and most contentment. Deontological or Duty-based ethics- This theory utters that medical professionals are duty-bound to some actions in their medical practice despite the outcomes. For instance, it is significant to be honest ever with their patients. However, in contrast, a utilitarian may say that it is wise to say lie to a terminally ill patient as regard to their diagnosis if the real fact is going to increase their pain and sufferings. In real scenarios, the above two theories exist simultaneously in the medical profession. For example, it is often significant that medical professionals inform the patient the real truth about a terminal diagnosis. In reality, the majority of medical professionals may like to avoid informing the truth to the patient directly. (Khan 2006:1). There exists in moral medical practice that shapes moral base of the physician –patient relationship. These notions are competence, valid consent, rationality, competence justified paternalism, shared decision-making and truth telling. The cornerstone of ethical medical practice is to obtain valid consent from a patient for any type of therapy or diagnosis types .By obtaining a valid consent from a patient for a medical treatment, the medical practitioner is thus respecting patient’s personal autonomy and self-determination. The moral rule that forbids one individual from denying another of free dom demands that medical practitioner should get valid consent from the patient. It is to be observed that for touching a patient’s body, a physician needs valid consent from the patient. Physicians acknowledge respect for autonomy by receiving valid consent before any treatment is started. The traditional and more widely used phrase â€Å"informed consent† is not adequate in ethical practice since it connotes mistakenly that by just offering information to the patient is enough to authenticate the consent process. (Bernat 2008: 24). Majority of the doctors, despite unconscious to moral theories, do acknowledge that there are some fundamental norms of medical ethics that are vital to their profession. The four norms which are advocated by James Childress and Tom Beauchamp in 1970s that are widely employed and acknowledged are: Autonomy – it connotes self-rule, and this rule compels medical practitioners to honour the decisions and wishes of the patient, even if they seem to be wrong. Under this, there are rules like â€Å"avoid conception†, â€Å"respect confidentiality â€Å"

Marketing Analysis of Whale Watch Tourism

Marketing Analysis of Whale Watch Tourism Whale Watch- New Zealand’s Ultimate Marine Experience and the Nature-Tourism Market Question One Market Segmentation in the nature-tourism market can be defined as the process through which potential customers with similar needs and characteristics are grouped together so that a tourism organization can apply marketing strategies for the selected market segment efficiently (Oohlala, 2013). Segmentation also involves learning more about customers and making the heterogeneous market into a homogenous market (Bowker, 2014). Segmenting the New Zealand nature-tourism market is viable because it assists in understanding the needs and wants of customers, allocating marketing expenses efficiently, further developing products/services and developing marketing strategies more precisely (Grewal Levy, 2012). The two segments I will divide the domestic nature-tourism market are the: â€Å"Being There† and â€Å"Embracing Life† segments. Comprising of over a quarter of New Zealand’s adult population, ‘Being There’ is definitely an identifiable segment which is large and old. A majority of this segment are aged 55 years or older. They havea female majority and a high percentage of people living alone. The segment can be found throughout all over in New Zealand meaning that it is substantial. Members of this segment have a strong interest in gardening and reading. They also have a positive interest in visiting natural/scenic locations, and are most likely to be a member of church or rotary group. Members of ‘Being There’ are motivated to travel by a yearning to spend time with people they love and appreciate natural/scenic locations. This segment is most interested in sightseeing, natural attractions and walking/hiking and meaning it is a responsive segment for the nature-tourism market. As this segment is relatively wealthy, money is less of a barrier to travel meaning that it is a profitable segment. There are many viable marketing channels that can be used to reach this segment which makes it reachable. These include: Major daily newspapers, special media (e.g. gardening channels/magazines/groups), affinity groups (churches, Rotary, other voluntary groups) are all channels that can be used to reach this market. Another segment for the New Zealand nature-tourism market makes up nearly a quarter of the adult population making it a substantial segment, ‘Living Life’ shares a philosophy to live life to the fullest and embrace nature. This segment is identifiable with a majority of members being aged between 25 and 60 years old. This segment has a dominant family structure of couples with children. Members of ‘Living Life’ can be found throughout all over New Zealand which enables the segment to be substantial. Members of this segment are most likely to have hobbies such as mountaineering, tramping, sight-seeing, boating and gardening at home. This segment is very responsive because vacations are important to them and they holiday frequently within New Zealand. When holidaying in New Zealand, they take part in their favourite activities with their children and partners, away from the pressures of daily life. The ideal holiday for ‘Living Life’ is spending well-earned money on an above all family-friendly, and involves outdoor experiences, scenery and landscapes meaning it is a profitable segment which will spend money on nature-tourism. Key barriers to travel are the amount of annual leave available, work and family commitments. This segment is reachable through channels such as newspaper, media/online (e.g. golf, outdoor, boating, fishing), newspapers and fairs. Question Two In order to evaluate how Whale Watching’s product is perceived by potential customers, it is vital to deconstruct the product into four different levels. This is called the Total Product Concept and we will use this model to deconstruct the product Whale Watch is offering, and evaluate how the company is positioned within the nature-tourism market. Firstly, the Core Product is the fundamental benefit that responds to a potential customer’s need or wants (Elliott, Rundle-Thiele Waller, 2010). For Whale Watch the core benefit for a customer would be being able to observe whales in their natural habitat. This could be for recreational or scientific and educational purposes depending on the motive of the customer. Secondly, the Expected Product is the relative factors that delivers the benefit which forms the core product and fulfil the customer’s most basic expectations (Elliott, Rundle-Thiele Waller, 2010), Whale Watch offers an exciting up-close encounter with the Giant Sperm Whale in their natural environment. In a typical Whale Watch tour, the customer can expect to encounter a wide variety of sea-life and birds. Vessels are crewed by an expert team who are experienced in interacting with the whales. Whale Watch ensures that passenger comfort and safety are always high priority. These are all expected features of the product/service Whale Watch is offering to customers. The Augmented Product offers a combination of benefits that is not a part of the basic level of needs for the customer. It is at the augmented product level where marketers are able to significantly differentiate their products/services from the competition (Elliott, Rundle-Thiele Waller, 2010). Whale Watch is New Zealand’s only vessel-based whale watching experience and the 95% success rate of trips at Whale Watch means that they guarantee an 80% refund and is an example of an augmented service that gives a competitive edge over other companies. Furthermore, it is based in Kaikoura, the Whale Watching capital of New Zealand which provides a unique experience over other locations. Whale Watch is committed to the care and protection of the environment and seeks to minimise waste, promote recycling, use eco-friendly product and minimise their impact on marine life (Whale Watch, 2013). These factors are important for customers who really care about then environment and are conce rned with conservation and the preservation of nature. All these special features and facilities are factors that would help customers to choose Whale Watch over other competitors. The Potential Product of the Product Concept Model comprises all possibilities that could become part of the expected or augmented product. This includes features that are being developed planned as well as features that have not yet been conceived (Elliott, Rundle-Thiele Waller, 2010). In the future, Whale Watch could offer new tours such as swimming with dolphins swimming with whales which would offer a unique, up-and-close, more personal experience. Whale Watch will need to do research on how to bring this programme to life and keep safety measures in mind. Whale Watch seems to be using a differentiation positioning strategies using conservation, nature preservation and a unique approach to attract customers. Whale Watch’s positioning statement is used to succinctly convey their philosophies and approach: â€Å"Whale Watch Kaikoura is New Zealand’s ultimate all year round nature experience offering visitors an exciting up-close encounter with The Giant Sperm Whale† (Whale Watch, 2013). â€Å"We are visitors to the world of the whales and respect it as such at all times. As a Maori owned company, Whale Watch cherishes the twin values of hospitality to visitors and reverence for the natural world† (Whale Watch, 2013). Question Three A service is an act or performance offered by one party to another. They are economic activities that create value and provide benefits for customers at specific times and places as a result of bringing desired change .One of the unique characteristics of a service is that it is inconsistent meaning the service provider cannot provide exactly the same service every time (Brown, 2008). Applying this to Whale Watch’s situation, because of the nature of their service, Whale Watch cannot guarantee the same Whale Watching experience to customers for every tour. Depending on seasonal variations or even the weather on a particular day, every trip will offer a different kind of experience. Customers are not guaranteed to be able to see a consistent number of whales and sea-life on every trip because Whale Watch has little control over this factor. In some seasons of the year, certain animals will not appear at all and on certain days no whales may be sighted at all. Because Whale Watch offers a conservative and completely nature-based experience it cannot â€Å"force† a service and experience for the customer. In order to manage these challenges Whale Watch seems to have particular strategies to target and solve these challenges. Firstly, Whale Watch offers an 80% refund if a tour does not see a whale. Furthermore, Whale Watch staff constantly monitor the weather and respond professionally to any changes. This could a result in a tour being cancelled or safety restrictions placed on children or passengers with medical problems. This is because Whale Watch wants to promote passenger comfort and safety as their number one priority. Furthermore, Whale Watch would want to decrease the chances of a trip a day with bad weather conditions resulting in zero or minimal whale sightings. The on-board plasma screens display a virtual animated tour while the tour is actually taking place so customers will have a larger than life experience even though there may be inconsistency in actual whale and other sea-life sightings. Also, the professional guides and skippers are there in order to maintain consistency in a service with inconsistent characteristics. Whale Watch will make sure that the staff provide a high level of professional service with passenger safety and comfort as their number one priority. This is evident in their constant monitoring of weather and responding professionally.to any changes. Looking at Whale Watch’s philosophy and positioning statement, the company emphasizes that it is Maori owned which has a reverence for the natural environment and is dedicated to conservation, preservation and respect for wildlife. This is a factor that Whale Watch seems to be using to manage challenges of inconsistency of its services. Many customer’s especially nature-lovers and conservationists will respect the company’s philosophies and understand the unavoidable, inconsistent nature of services that Whale Watch is offering. Word Count: 1590 References Grewal, D., Levy, M. (2013). Marketing (1st ed.). New York: McGraw Hill/Irwin. Oohlala, R. (2013). Tourism market segmentation. Slideshare.net. Retrieved from http://www.slideshare.net/reymarieoohlala/tourism-market-segmentation/ Whalewatch.co.nz. (2014). New Zealand Attractions | Kaikoura Whale Watching | Canterbury NZ. Retrieved from http://www.whalewatch.co.nz/ Brown, A. (2008). Alex Brown: teaching digital marketing and ending horse slaughter. Udel.edu. Retrieved from http://www.udel.edu/alex/index.html/ Bowker, M. (2014). Segmentation, targeting and positioning [PowerPoint slides]. Retrieved from https://cecil.auckland.ac.nz/