Localization Vs. Holism Language Essay - 1524 Words

Localization vs. Holism: Language in the Brain Introduction The brain is undoubtedly the most complex organ within the human body. Despite advances in technology and extensive research, the brain remains a mysterious and controversial structure. One controversial topic in particular involves the areas of the brain that coordinate the complicated and elaborate process of language. That is, there is division concerning whether language is localized in a specific region or regions, or if it is distributed throughout the entire brain. These contradictory theories are more commonly known as localization and holism, respectively. This paper will investigate this issue by first detailing both theories. Then, my personal perspective on this controversial topic will be addressed and defended. Finally, the clinical implications that are intertwined in these theories will be examined. The first of the two opposing theories to be investigated is localization, which is a school of thought that attributes specific functions to specific areas of the brain (Northoff, 2014). To obtain a better understanding of this theory, the history of this theory will be explored. In 1825, the localization of mental processes was introduced by Franz Joseph Gall. Gall proposed that the brain contained distinct organs within its cortex, each of which served a specific moral, spiritual, or intellectual ability. Localization was mostly a discredited concept until Paul Broca’s critical supporting contribution

Big Skinny Free Essays

string(91) " missing out on the people who want to try their product without having to pay full price\." In 2010, Big Skinny CEO Kiril Alexandrov was looking to transcend from retail distribution and print advertising to the world of online marketing to achieve maximum growth. The retail sales pitch was an easy one, as Alexandrov focused on the value of the wallet and the impulsiveness of consumers (Benjamin Kominers, 2012). Unfortunately, translating this type of sales pitch was much harder to do in the world of cyberspace. We will write a custom essay sample on Big Skinny or any similar topic only for you Order Now Big Skinny centered their online marketing efforts around display Ads, keyword searches, social media and relationships with online distributors and deep discounted sites such as Amazon and Groupon respectively. The expansion caused much hardship, as Big Skinny received negative feedback on the review website Yelp that stemmed from their Groupon experiment. They also faced a glitch in their online promotion that allowed 4,000 people to order free wallets from their online store. Big Skinny needs to refocus their online marketing strategy by getting rid of display Ads, refining keyword searches and severing ties with deep discounted sites. Big Skinny can create value for their product and manage their orders better by being more selective with who distributes their product and by keeping the price steady. A more seasonal approach surrounding keyword searches can create new revenue from those who are looking to make quick and impulsive purchases. Lastly, by being responsible for who distributes their products, Big Skinny can deliver their product in prompt and timely manner, which will resolve the majority of customer complaints against Big Skinny. Problem Statement Despite successful in-person sales campaigns, Big Skinny struggled to find an effective online marketing platform that would grow and connect them to their consumer base. Big Skinny also ran into glitches with their current online marketing campaigns that brought unwanted negative attention and resentment towards the company. Data Analysis When Big Skinny transcended into the world of online marketing, it had to develop a way to attract visitors to the website while attempting to convince these visitors to buy wallets. Since most of their wallets were being sold at trade shows or retail stores that centered on a straight-forward approach regarding impulse and value, the translation of this strategy to the internet proved to be a tall task. Big Skinny looked at various means of advertising such as display ads, algorithmic search, sponsored search, A/B Testing and social media. Display ads offered a two-frame animation; however, the click-through rate of general display ads in 2009 was only . 1% (Bejamin Kominers, 2012). Algorithmic searches use algorithms that the search engine deems most relevant to the user’s query. The websites that most resemble the query appear the highest on the search engine’s list. Sponsored searches use keywords that the advertisers specify that they want to target. These are mostly sold on a â€Å"per-click† basis; however the company loses money if the clicks aren’t converted into sales. A/B testing is a marketing technique that shows different advertisements to different users to compare the response rates between the two. Lastly, social media utilizes websites such as Facebook and Twitter to try and create an interactive relationship with consumers. Alternatives 1. Big Skinny could eliminate their means of online distribution and paid online marketing, only utilizing social media and their website to conduct advertising and business transactions. 2. Big Skinny could be more selective in their selection of online distribution, while tailoring their paid sponsored searches to generate interest and sales. 3. Big Skinny could scrap their online marketing plans, with the exception of social media, and reallot their advertising money strictly on deep discounted sites like Groupon and Living Social. 4. Big Skinny could focus their efforts on expanding in more brick and mortar retail stores by target marketing towards different demographics. They could use traditional media such as TV and radio to drive these efforts. Key Decision Criteria 1. Increase customer satisfaction and corporate image 2. Increase sales and market share 3. Improve (or at least maintain) profitability 4. Ease or speed of implantation 5. Be consistent with corporate mission or strategy 6. Within our present resources or capabilities 7. Within acceptable risk parameters 8. Minimize environmental impact 9. Maintain and build employee morale and pride Alternatives Analysis 1. By limiting their online marketing to free social media sites such as Twitter or Facebook, Big Skinny can greatly reduce their marketing costs. With display advertisements only getting clicked through . 1% of the time the money is essentially thrown away. Investing in A/B testing requires the hiring of a permanent person and huge overhead. Getting rid of online distributors allows Big Skinny to eliminate the 7-15% commission they pay to Amazon and eBay while being able to manage their order load. Social Media is more than enough because 71% of social media participants say they are more likely to purchase from a brand they follow online. 91% of local searchers say they use Facebook to find local businesses online (Bennett, 2013). The cons of this are that they are missing out on a lot of potential customers by eliminating Amazon and eBay. While online paid marketing can be expensive, there is still benefit to sponsored searches. Some of the cost per conversions are profitable and by completely eliminating these searches would be throwing away potential opportunities. 2. The pros of Big Skinny being more selective with their online distributors allows for a happy customer base. There have been several negative reviews on the Yelp site regarding slow delivery and non-existent customer service. By eliminating deep discounting sites such as Groupon, Big Skinny can manage their order load and keep customers happy. Big Skinny would also keep the revenue from the top paid sponsored searches rather than eliminating them all together. The negatives of this are that Big Skinny could miss out on a lot of revenue by not using Groupon or Living Social. They could also miss out on the repeat customers that are generated by these sites as well as missing out on the people who want to try their product without having to pay full price. You read "Big Skinny" in category "Papers" 3. Instead of eliminating sites like Groupon and Living Social, Big Skinny could embrace the huge influx of customers that it brings. According to the customer satisfaction and analytics company ForeSee, 91% of customers have already or plan to conduct business with the merchant since buying the deal (Bedigian, 2013). This strategy generates a large influx of customers in a short time while attempting to generate residual income by repeat customers. The cons of this are that company’s often lose money during the initial Groupon. The product is discounted by 50% or more and then Groupon takes a 50% commission on the sale price, which leaves the seller receiving only 25% of the original selling price of the item (which in some cases is less than the cost of the item). Forbes has found that 1/3rd of businesses have lost money on a Groupon deal and there is no guarantee that the customers ever return to pay full price from the merchant again (Gleeson, 2012). 4. The pros of using a more traditional advertising medium such as TV or radio would bring brand recognition for Big Skinny. Big Skinny has always had success selling in retail stores because they market their products based on value and impulse. By putting the product in more retail stores, there is a greater chance people will put it in their hands and buy on impulse. Instead of targeting just one big audience, Big Skinny should advertise by target market such as Big Skinny Sport or Big Skinny Women. By doing this they could partner with big retail chains to get into more stores and generate more revenue the old fashioned way. The average time an American spends watching TV is 5 hours compared to just 1 hour browsing the internet, which leads for greater exposure. The cons of doing this are that TV advertising is much more expensive than online marketing (Nielsen, 1997). Another con is Tivo allows people to record their favorite shows and then fast-forward past the commercials. The last con is that TV advertising seems to be a thing of the past, as the amount spent on TV advertising was only up 4. 5% in 2011 as compared to 21. 7% via online marketing (Gleeson, 2012). Recommendations Based on the data, it is best for Big Skinny to be more selective of their online distribution, while tailoring their paid sponsored searches to generate interest and sales. In regards to online distribution, Big Skinny should keep eBay and Amazon, however, should drop deep-discount sites such as Groupon or Living Social. To offer a Groupon deal, Big Skinny is guaranteed to be taking a loss. To be eligible to offer a Groupon, Big Skinny must discount the price of their wallet by at least 50%. This turns a $20 wallet into a $10 wallet. Groupon takes a commission of 50% on the sale price, which leaves Big Skinny walking away with only $5 for every wallet sold (Bice, 2012). Essentially, they are taking a loss with every wallet they sell on Groupon. The goal of a Groupon is to try and get repeat customers; however, the people that use Groupon are bargain-hunters. They won’t return to Big Skinny, but rather, they will return to Groupon again looking for another bargain deal. By using Groupon, Big Skinny also decreases the value of their brand (Gibbard, 2011). Why would a customer pay full price for a $40 wallet when they just bought it on Groupon for $15 or $20 just a short time ago? In addition to dropping Groupon, Big Skinny needs to manage their online distribution better because of customer satisfaction issues. On the review site Yelp, Big Skinny’s wallets are only receiving a rating of 2. 5 out of 5 stars. A lot of the reviews include gripes about not receiving their order for 3-4 weeks or non-existent customer service (most of the negative reviews are from users who bought a Big Skinny wallet on Groupon). If the online distributor doesn’t ship your product in a timely manner, your company risks a tarnished reputation. Whether Big Skinny didn’t have enough stock to fulfill orders or whether Groupon didn’t ship the products in a timely manner, Big Skinny is taking the fall and abuse from customers. When people do research for a product they are going to see Big Skinny’s products with poor ratings. These poor ratings can scare potential customers away. Big Skinny should only use Amazon, eBay and their website to sell their wallets. This allows them to manage their inventory, not get behind on orders and make sure their product gets shipped in a timely manner. Big Skinny has excellent Amazon ratings and should continue to grow their product through the sterling reputation of Amazon. They should sell the product for a higher price on their website so that people are encouraged to buy through Amazon. This is a win-win for Big Skinny because if people buy through Amazon then Big Skinny doesn’t have to waste time and effort fulfilling and shipping orders. If they choose to buy direct than Big Skinny receives a larger profit on their wallets. Lastly, Big Skinny needs to tailor their sponsored keyword searches. They need to eliminate the term â€Å"leather wallet. † They don’t manufacture a true leather wallet and the cost per conversion for this keyword is a sky-high $20. 26. Big Skinny should also bid less for the term â€Å"thinnest wallet. † The cost per conversion for â€Å"thinnest wallet† also has a high cost, which is $10.53. After replacing leather wallet and lowering the bid for thinnest wallet, Big Skinny should add keywords centered on holidays. Wallets are popular gifts on occasions such as Father’s Day and Christmas. Big Skinny should add season keywords such as â€Å"Father’s Day Wallet,† â€Å"Wallet for Dad,† â€Å"Best Wallet for Gift† and â€Å"Wallet for Christmas. † This will bring seasonal shoppers into the mix who are looking to spend quickly and impulsively. Action and Implementation Plan CEO Kiril Alexandrov will be responsible for delegating the following tasks. The Director of Marketing will pull any promotions or future plans with deep discounted sites such as Groupon or Living Social. The Director of Marketing in combination with the Director of Product Management will reach out to all of those who left negative reviews on Yelp to satisfy the customer complaints and retract the negative ratings. The Director of Sales will carefully select the online distribution channels which Big Skinny will sell through. Big Skinny will only sell through Amazon, eBay and any online outlets of the retail stores that they are currently featured in. The Director of Sales will also raise the prices of wallets on the Big Skinny Website by 10-15% to create value for the product and promote customers to purchase through the select online distribution. Doing this saves Big Skinny the time it would take to fulfill and pack orders, however, if a customer decides to purchase direct, then Big Skinny recoups the 10-15% it would pay Amazon or eBay to sell and fulfill the order. This new price point will be conveyed in a message from the Director of Sales to Big Skinny’s distribution channel. How to cite Big Skinny, Papers

Lord Of The Flies Story Essay Example For Students

Lord Of The Flies Story Essay The war was over, but not without casualties. Numerous ships, planes and factories had been bombed with regular bombs, and London was totally destroyed by a single atomic bomb. Only derelicts lived there now, not knowing of the harmful radiation that surrounded what once was the great capital. Slowly though, things were getting back to normal, shops began opening, and the war started to shift to the back of peoples minds. Life was becoming more normal, but the memory of the war was still there, and always would be. Unfortunately, my memories of our time on the island would never shift to the back of my mind I would never forget what the war meant to me. I might not have been killed, though I wish I had been, I might not have lost my home or seen London go up a huge mushroom cloud of bright red light, but I had lived with people that hardly deserve that title, people that became animals, people that were worse than animals murderers. And I myself, was one of them. We will write a custom essay on Lord Of The Flies Story specifically for you for only $16.38 $13.9/page Order now I was slowly getting better, but I never got through a night without hearing the chant and Simons furtive screams as we jabbed, attacked and mauled him, without seeing Piggys fat body flying into the air and then crashing down on the rocks. I had never recovered from those experiences and at no time had a job. I live in a small, damp apartment above a coin laundry. The greatest pleasure I had in life was feeding the pigeons in the park. I would get what stale bread I could from the bakery to feed the birds. They would rush at me when they saw me and fight for the small scraps of bread before it had even hit the ground. They were animals, but not like Jack and the others, they were kind animals, they never hurt anyone they went about their lives regardless of us. Many times I wished that I too could be a pigeon. I wanted to lead the simple life that they did, I wanted to forget what had happened, I wanted to escape the plaguing memories. It was Tuesday morning and I was feeding pigeons in the park. They were fighting for the pathetic scraps of stale bread I threw on the ground as usual, looking at me begging me with their eyes for more. I emptied the crumbs out of the plastic bag and the birds broke into a frenzy. As I stood to leave, someone on the other side of the pond caught my eye. He was tall, red headed and wearing an expensive suit with a woolen overcoat. He walked briskly, taking no attention of the natural beauty around him. It took me only half a second to recognise him. His was a face I would never forget. I could not believe my eyes; I broke into a run, following him onto the street, as he stepped into a long black car, and as he did so, he turned to me and I saw his eyes his evil, evil eyes. I fell to the ground. I felt sick in the stomach as I saw Piggys body fly into the air, this time with more detail than ever before. I collapsed. I woke hearing the chant Kill the pig. Cut her throat. Bash her in. Kill the pig. Cut her throat. Bash her in. It was a painful sleep, even more so than the ones I had every night. I could see the shocking memories again and again, each time more realistic than the last. I could clearly hear Simons voice over the other yelling and chanting, frantically trying to explain about the beast on the hill. If only I could have heard him then. The sound was clear, but my vision was a frenzy. I could see what seemed like hundreds of sticks poking and jabbing at every part of Simons thin body, and I saw his face I could see the pain and I could see that he didnt understand why we were doing this to him, and I saw eventually, him give up and collapse on the beach, a small trickle of blood flowing from his body. .u121ec95f99b0a37a70ddfff91c81beaf , .u121ec95f99b0a37a70ddfff91c81beaf .postImageUrl , .u121ec95f99b0a37a70ddfff91c81beaf .centered-text-area { min-height: 80px; position: relative; } .u121ec95f99b0a37a70ddfff91c81beaf , .u121ec95f99b0a37a70ddfff91c81beaf:hover , .u121ec95f99b0a37a70ddfff91c81beaf:visited , .u121ec95f99b0a37a70ddfff91c81beaf:active { border:0!important; } .u121ec95f99b0a37a70ddfff91c81beaf .clearfix:after { content: ""; display: table; clear: both; } .u121ec95f99b0a37a70ddfff91c81beaf { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u121ec95f99b0a37a70ddfff91c81beaf:active , .u121ec95f99b0a37a70ddfff91c81beaf:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u121ec95f99b0a37a70ddfff91c81beaf .centered-text-area { width: 100%; position: relative ; } .u121ec95f99b0a37a70ddfff91c81beaf .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u121ec95f99b0a37a70ddfff91c81beaf .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u121ec95f99b0a37a70ddfff91c81beaf .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u121ec95f99b0a37a70ddfff91c81beaf:hover .ctaButton { background-color: #34495E!important; } .u121ec95f99b0a37a70ddfff91c81beaf .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u121ec95f99b0a37a70ddfff91c81beaf .u121ec95f99b0a37a70ddfff91c81beaf-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u121ec95f99b0a37a70ddfff91c81beaf:after { content: ""; display: block; clear: both; } READ: Christmas Memory By Capote EssayI also saw Piggy shouting at Roger about his specs. I saw Roger lean forward on the lever under the rock, and heard, with frightening realism, the creaking of the rock as it lurched towards Piggy and myself. The rock fell and hit Piggy square, throwing him upwards into the sky, and as he hit the hard rocks by the ocean, I heard his bones crack, before he slid slowly into the ocean without a trace. I had a rotten taste in my mouth and felt sick in the stomach. I was so angry I was shaking, moving almost screaming. I felt terrible and there was nothing that I could do to make me feel better no pills I could use, no action I could take to make me feel better. I was shaking with the painful memories that whirled around my head and wouldnt go away. The pain was so intense. I had to do something about it. I slowly pulled myself from the pathetic garden bed where I had been left and walked back towards my park bench. The shocking memories where still plaguing my thoughts as I lay down on the bench and fell into a painful sleep again. I woke the next morning to the sound of the greedy pigeons. They pecked around me, waiting for me to give them bread. I lay there, just watching them and again wishing that I too could be with them, leading their simple life. Then, out of the corner of my eye, I saw the tall, striding figure making his way across the park on the other side of the park. I pushed the sickly pain in my stomach down and broke into a jog behind him. I caught up to him and tapped him on the back. He turned around with speed and impatience, and as he saw my face, a wicked smile spread across his ugly face. Hello again. He said with a small laugh, the smile remaining on his face. Fancy seeing you here. I take it your doing nothing with your life? I was amazed at the way he seemed to feel nothing about what we went through on the island. I hated him. Dont you remember? Dont you care? Youre a murderer and you can smile! I shouted without thought. So were still living in the past are we? Forget it. We were just kids. It was just a game. A game! I shouted It was rea l life! They were real people you killed! It wasnt a game Look, what are you trying to achieve, he asked impatiently we were just kids. Its all past. Forget it and get on with your life. I wish I could I muttered, unintentionally showing Jack my emotion. Poor little boy. Simon had it coming he was weird, and Piggy. . . Jack said sarcastically. YOU . . . ! I screamed and lunged at him with more hatred than I have ever felt before in my life. He fell to the ground and we fought like children wrestling. Eventually he threw me off and stood up, brushing the dirt off his coat, but I lunged at him again, this time thrusting my knee into his stomach. He doubled over with the pain and I again used my knee and rammed it into his face. My knee was covered with blood from his nose and mouth, and I continued to kick, punch and generally break anything I saw. He was soon on the ground but I couldnt stop. He lay motionless, I noticed, as I stopped for a moment, and I remember thinking that I should leave him. But I couldnt. I thought that I couldnt live with myself if I passed up this opportunity, so I pulled a short plank off wood from a nearby bin surround and started belting his head with it. Continually, monotonously beating his head with the piece of wood. Blood started to pour out, but I couldnt stop myself . I had to kill him, as much as I didnt want to, but I was so mad, so angry, out of control. I dont know how long it took, but eventually, I knew he was dead. I walked slowly home. This time my thoughts were free of the painful memories of what happened on the island, but instead, al I could se was his bleeding head lying in the dirt, dribbling blood onto his expensive suit.