Platypus Essays - Monotremes, Sleep, Dream, Neurophysiology

Platypus The platypus, obviously, is a shockingly profound sleeper. In addition, it spends a greater amount of its time in alleged 'REM' rest than some other warm blooded animal. These are the determinations of an examination on rest in the platypus by Jerry M. Siegel of the Sepulveda Veterans' Affairs Medical Center, North Hills, California and partners. Their report shows up in an extraordinary number of Philosophical Exchanges of the Royal Society committed to the science of the platypus (Ornithorhynchus anatinus), praising the bicentenary of the disclosure, in Australia, of this striking creature. 'REM' means 'quick eye-development' and is the sort of rest in which the cerebrum can be more dynamic than in it is while alert, the creature jerks, and the eyelids glimmer ? henceforth the name. In people, REM rest is related with dreaming. Be that as it may, does the platypus have an exceptionally rich dream life? Conceivably not, state the scientists: felines, opossums, armadillos and different warm blooded creatures not known for their scholarly accomplishments have unquestionably more REM rest, regardless of whether determined in hours out of every day or as a level of absolute rest time, than people. And why study rest in the platypus in any case? All things considered, the platypus is a dark and amazingly crude animal, remotely identified with people. The appropriate response lies in that crude state: considering the physiology of the platypus could yield intimations about the life and conduct of the most punctual warm blooded creatures. The platypus has a place with a gathering of warm blooded animals with very old roots. Aside from the platypus itself, the gathering ? the monotremes ? incorporates two types of echidna, or 'sharp insect eating animal'. Each of the three species are bound to Australasia. Monotremes lay eggs, similar to winged animals and reptiles, yet in contrast to every single other warm blooded creature. They likewise have a scope of other reptile-like anatomical highlights, includes that have been lost in further developed warm blooded creatures. Scientists imagine that monotremes have been unmistakable as a gathering for at any rate 80 million years, well before the dinosaurs got wiped out. Monotremes have taken a appearance job in concentrates on the advancement of mammalian cerebrum work. An examination in 1972 proposed that the echidna Tachyglossus had no REM rest. This was significant, in light of the fact that it inferred that REM rest probably developed in higher vertebrates. Ensuing exploration made this outcome look bizarre, as REM-like rest wonders have since been seen in flying creatures and a few reptiles: in which case, the echidna may have lost the limit some place in its development. This is the problem that Siegel and associates have been researching. To begin with, it turns out that the term 'REM' is a misnomer: creatures may show REM rest despite the fact that their eyes don't move, and their bodies don't jerk. REM is appropriately characterized as a trademark example of action in the cerebrum, created by explicit neuronal pathways in the brainstem ? regardless of whether this movement is conveyed advances into the 'higher' focuses of the mind (where it is showed as dreaming). Accounts from attentively embedded terminals show that the echidna does, all things considered, show a sort of REM rest produced by the brainstem, even in spite of the fact that it is somewhat quieted and the creature gives no outward indications. Youthful creatures show more REM rest than more established ones, and it may be the case that extremely youthful echidnas have an increasingly dynamic dozing life (counting jerking) than more seasoned ones. The platypus, however, gives all the great outward indications of REM rest. Without a doubt, an account from as some time in the past as 1860, preceding REM rest was found, detailed that youthful platypus indicated 'swimming' developments of their forepaws while sleeping. In spite of these distinctions, the REM rest of the platypus and the echidna is limited to the brainstem: the forebrain shows the ordinary, consistent examples of neuronal movement related with profound, dreamless rest. This proposes for all their REM rest, monotremes don't dream. These discoveries set our comprehension of the advancement of rest on a firmer balance. It presently appears that the 'center' brainstem action showed as REM rest has incredibly antiquated roots, returning to the reptilian acnestors of vertebrates just as winged creatures. The elaboration of REM rest into the forebrain is a later development: however whether it advanced once and monotremes have since lost it, or on the off chance that it developed more than once, is something that solitary more work on winged creatures and reptiles can build up. The platypus, obviously, is a shockingly profound sleeper. Furthermore, it spends a greater amount of its time in purported 'REM' rest than some other warm blooded animal. These are the determinations of an examination on rest in the platypus by Jerry M. Siegel of the Sepulveda Veterans' Affairs Medical Center, North Hills, California and associates. Their report shows up

Case study Essay Example | Topics and Well Written Essays - 250 words - 43

Contextual analysis - Essay Example The administration of Levendary accepts that for any business to succeed, consumer loyalty must be an essential core interest. Area of business outlets contributes hugely to the accomplishment as this cafã ©. I would agree with a thought of recreating what Levendary cafã © does in U.S to that it keeps seeking after it at Pudong and Beijing government office in light of the fact that the objective market in the two areas are American residents. Cultivate ought to present a sound vital arrangement that diagrams far reaching methods of making benefits and hazard minimization. A supervisory group needs rebuilding by making a title like the one of the hazard administrator to assess advertise patterns and conceivable hazard identified with international strategies. China has a fast populace in this way Foster need procedures that misuse all chances to tap a bigger market. To limit the executives overhead, Foster ought to consider re-appropriating of HR and acquaint complete preparing with her supervisory crew to coordinate the rivals in another market. Central command ought to include every single practical organ of the business. Levendary should assemble their store as opposed to leasing a space for their merchandise and enterprises. All administrations of the cafã ©, in this manner, ought to be accessible at the

The Best Resource For Essay Writing

The Best Resource For Essay WritingIf you're struggling with English essays, there's a good chance that you have not yet learned the most basic fundamentals of essay writing. You may be using the wrong way to write and not know how to use formal essay examples correctly.With all the writing out there in the world today, it can be difficult to know what you should and shouldn't be doing to write an essay. Thankfully, there are many excellent and free online resources for learning the skills of essay writing that will help you become a better writer. Let's discuss the best resources for writing an English essay.One of the best resources for English essays is the Internet. There are so many good websites that offer example essays. The advantage of the Internet is that it offers many ways to write a short essay, including the use of 'formal' examples. Many websites offer some of the best free writing samples in the world.Another advantage to using a website for learning is that there are many things that the writers of these sites have learned and are willing to share with you. In addition, most of the websites offer a forum for writers to interact, so you can get help from other writers.If you find a good website, consider subscribing to their weekly newsletter. You can also read some of the resources that they offer on their website.Another good way to learn how to write a basic essay is to read one on a topic that interests you. It doesn't have to be anything very technical, but something that you're interested in will teach you so much about how to write a quality essay.It's important to realize that many people use resources for writing and for examples for essays, but don't write essays. These people often make a good living by selling examples for essays, but there are many writers who write only from their own experiences and with no samples to follow.It's also important to note that there are many free resources for writing, but many of these resources are also good resources for essay samples. So remember, if you can find a good resource for writing an essay, consider subscribing to their daily newsletter or joining their forum. These resources will help you become a better writer.

The Diversity of Learning Styles Essay - 572 Words

The life of a functioning adult in today’s world consists mostly of communicating with people and groups that have different personalities and learning styles. So, it is vitally important that we learn to communicate in diverse ways so that our message(s) get across in the most effective and through way(s) possible. One of the learning styles that is hardest for me relate with is musical learning. While I enjoy listening to music and occasionally creating music, I simply do not absorb and process information that way. When I try to work with a person who is predominately a musical learner I try to put things in rhymes or set information to the rhythm in a song. I might also play music in the background when I want them to concentrate so†¦show more content†¦Naturalistic learners tend to learn best when the can directly connect any new knowledge to their prior knowledge, abstract ideas and concepts may be difficult for them to process. When communicating with a person who is this type of learner I try to use metaphors that are directly related to their field(s) of interest, and attempt to make any new information immediately applicable to their external environment. Someone who is an organizer by nature will be good to work with because of their interest in details and their deep commitment to follow-through both in their relationships and when working on tasks. It is more difficult working and interacting with this type of person if the subject involves more creative or loosely defined topics. When communicating with an organizer I try to clearly define the topic and goals of the situation and if possible use schedules and lists extensively. Givers are assets when working in groups because they naturally gravitate towards promoting strong and dynamic group relationships. They also cultivate the strengths that are within themselves and others. However, a giver can give too much and invest too much personal equity into a project or relationship. When I communicate with a person who is a Giver I make sure that they are given the opportunity to express themselves and share information. Working with an Adventurer type personality is beneficial in anyShow MoreRelatedDiversity, Religion, And Learning Styles944 Words   |  4 PagesDiversity in the classroom can come in many forms, these include but are not limited to differences in language, culture, social status, religion, and learning styles. As educators, it will be our job to make sure that we are able to support our diverse students in their learning, and it is also essential that we make our classroom a place where diversity is accepted and all students feel safe engaging in the learning. Not all students that we encounter will have been exposed to diversity and itRead MoreThe Role Of Transactional Versus Transformational Leadership1320 Words   |  6 Pagesshift in the paradigm of leadership style has begun to occur. The male dominated workforce has started to give way to a far more diversified workplace, with increasing numbers of women and minorities in leadership positions. This shift, resultantly, is cau sing a move away from the traditional leadership styles, with more focus given to contemporary leadership theories. For example, in a recent TED Talk Roselinde Torres discussed the shortcomings of leadership styles that were effective twenty yearsRead MoreExplain Sociocultural Theory And Give An Example1122 Words   |  5 Pagesdeveloped stronger diversity skills and has gained a new respect for those who encounter ignorance and insensitive comments due to disabilities (Bucher). Describe three diversity skills that promote success in school, and three that promote success in the workplace. Diversity skills are competencies that allow people to socialize with others in a respectful way that values individuality and differences.To help us become more successful academically there are important diversity skills we can learnRead MoreDeep Level Diversity Promotes Team Performance1060 Words   |  5 PagesDeep-level diversity promotes team performance by giving opportunities for authentic interaction with different personalities, learning styles and character traits that would provide opportunities for optimal team performance. To begin, a definition of surface level diversity is helpful; surface-level diversity is a dynamic that people are keenly aware of in our society. We are taught at an early age to â€Å"play† well with others regardless of traits that are highly visible to us and those around usRead MoreDiversity in the Classroom1546 Words   |  7 Pagesiverse learning profiles in the class roomDiverse Learning Profiles in the Classroom By Phillip Anton INTRODUCTION Teachers are faced with the challenge of students bringing with them, vastly different experiences, cultures, interests and abilities. These characteristics can have a great impact on how students learn. Teaching to such a diverse group requires teachers to be more flexible and place a greater emphasis on the individual. Through the aid of variety and choice, teachers can differentiateRead MoreLeadership And Leadership Styles Than I Learned1645 Words   |  7 Pagesleadership and leadership styles than I knew before I started my learning experience with LIB 100, LIB 341, MGT 345, LIB 312, LIB 380 and PA390. Most importantly, I learned a lot more about my own leadership style and how I’m perceived as a leader from my employees at work. I used the PA390 leadership assessment questionnaires and exercises with my team at work, their feedback and responses have helped me provide some insight and learn more about my leadership values and style. These exercises and furtherRead More Emotional Intelligence And Effective Leadership1144 Words   |  5 Pagescapabilities involves emotions in working with individuals from standpoints, belief, judgment and outlook. The following test results are from self-assessment links in the categories of emotional intelligence, personality test, learning styles, values survey and diversity tolerance. First, to discuss the result of emotional intelligence with a score of 63% - basic skill, resulting in requiring improvement in understand emotions of individuals. Although, having a basic skilled called for improvementRead MoreMy Reflective Reflection Portfolio1001 Words   |  5 PagesWho Am I? Learning styles â€Å"Learning styles were produced by Peter Honey and Alan Mumford, in view of the work of Kolb, and they recognized four particular learning styles or inclinations: Activist, Theorist; Pragmatist and Reflector.†Ã‚  (Honey and Mumford four Learning Styles, n.d.).These four learning approaches that people normally incline toward and they prescribe that with a specific end goal to amplify one s very own adapting every learner should comprehend their learning style and to searchRead MoreDiversity in classroom943 Words   |  4 Pagesteacher. It contributed to me learning how to deal with diversity, classroom control, and accommodation for different learning styles. In my field experiment, I focused on diversity and how it plays a huge part in how the students interact and learn within the classroom. Diversity simply put, is to have variety or differences inside of a group. Diversity in the classroom may include: exceptionalities, culture, language, learning style and gender. Di fferent types of diversities in a classroom can if notRead MoreEssay on Diversity and Multicultural Education in the Classroom1561 Words   |  7 Pagesrole in the learning process for every human being. Race, religion, language, socioeconomics, gender, family structure, and disabilities can all affect the ways in which we learn. Educators must take special measures in the delivery of classroom instruction to celebrate the learning and cultural differences of each of their students. As communities and schools continue to grow in diversity, teachers are searching for effective educational programs to accommodate the various learning styles of each student

Social Pressures Reflected in Ginsbergs Howl Essay

Social Pressures Reflected in Ginsbergs Howl Post World War II America produced a number of images that will be forever imprinted on the minds of Americans. Such images as television shows like Leave It To Beaver and I Love Lucy, movies such as An Affair To Remember, and Brigadoon, are watched frequently even in todays society. But in this world of fairytale movies and the American Dream, what about those who didnt fit into the picture of perfection and prosperity? These men became the basis of an underground network of dissident writers, teachers, artists and filmmakers. Often a reaction against the strict standards of normalcy held by the American public and the bureaucracy of the government, their work not only†¦show more content†¦Such is the same in Howl. Ginsberg does not spare the innocent reader. When one analyzes the social power of Ginsbergs statements, one can come easily to the conclusion that society was not exactly welcoming to Ginsberg, and he reacted to that through his writing, especially in Howl. The second portion of Howl is commonly considered by critics to be the most complicated for the average mind to comprehend. In this section, nearly every thing is described as a Moloch. Moloch, in mythology was a God to whom children were sacrificed. Now, the term is commonly used to describe anything responsible for destroying innocence. In Part II, Ginsberg describes nearly everything about American culture to be a Moloch. Even societys viewpoints are Molochs. In a way, Ginsberg is calling America itself a Moloch, and then continuing to describe parts of the whole. Moloch whose mind is pure machinery! Moloch whose blood is running money! Moloch whose fingers are ten armies! Moloch whose breast is a cannibal dynamo! Moloch whose ear is a smoking tomb! (Ginsberg 21) America is evil to Ginsberg because of the feelings of hatred and repulsion the society builds in him. The third section of Howl is a striking contrast to the other two parts.Show MoreRelatedConfessionalist Characteristics Of Allen Ginsberg And The Beat Generation1540 Words   |  7 Pagesauthors and works from the Beat movement incorporate various Confessionalist characteristics. Allen Ginsberg, one such author, combined both Confessionalism and Beat poetry in a variety of his works, including Howl and Kaddish. The Confessionalist aspects of Allen Ginsberg and his works, such as Howl, were heavily outweighed by the Beat aspects in his work. The Beat poetry movement began in the 1950s due to the tense political climate and heavily conformative society. During this time, America was a policing

The Role of Ophelia in William Shakespeares Hamlet Essay

The Role of Ophelia in William Shakespeares Hamlet Although Ophelia is not a main character in the revenge tragedy Hamlet her dramatic purpose is vital to the play. It emphasizes the poisoned body politic and its affects on the innocent. The role of women in the sixteenth century is to be obedient and dutiful, the only way to accomplish this was to be passive. Women in the sixteenth century were meant to be obedient to their fathers, for they were their property until such a time came when she was married, it would then be her husband to whom her duties lied. Denmark is in a state of chaos shown by the opening death of the true King Hamlet who was murdered by his own brother Claudius,†¦show more content†¦Hamlet is now believed to be mad, he knows about the murder of his father and the true corruption which rules the state of Denmark. Claudius suspects Hamlet is aware of his treachery and Polonius advises the King to use Ophelia to find the source of his madness whether it be Ophelia’s refusal to Hamlet or another matter, ‘Ophelia is a card that can be played to take several sorts of tricks’[1]. Polonius’ ambitions are that he can introduce the idea of a marriage between Hamlet and Ophelia, to heighten his social status. Ophelia’ actions have been purely innocent, when Ophelia is played against Hamlet however, Hamlet can see her corruption he can see how she is beginning to become tainted and warns her â€Å"Get thee to a nunnery. Why wouldst thou be a breeder of sinners?† He is warning her to either go to a nunnery or fall into the darkness and become a harlot. Ophelia has given in to evil unknowingly and her downward trajectory is beginning. Hamlet is summoned to his mothers chambers where she wishes to find the cause of his madness, meanwhile Polonius eavesdrops behind an arras only to be killed by Hamlet. Ophelia is now left with no-one to guide her in her rapidly changing life, her father is dead and her brother is away atShow MoreRelatedWomen s Tragedy : Hamlet And King Lear1185 Words   |  5 PagesTinsley Anderson Dr. Pitchford ENGL 4037 24 November 2015 Women in Shakespeare’s Tragedies: Hamlet and King Lear While William Shakespeare’s Tragedies are well known for their violence, tragic heroes, and fatal flaws, the method in which Shakespeare portrays his female characters in a negative light is seldom expressed. The women of Shakespeare’s Tragedies are represented unfavorably, no matter if they are virtuous or evil. â€Å"Shakespeare’s plays are not lacking in women with positive human qualities,Read MoreHamlet: Mel Gibson vs Kenneth Branagh Essay1127 Words   |  5 PagesHamlet, a tragedy by William Shakespeare shows a lot of adaptations to movies. Hamlet by Mel Gibson (1990) and Kenneth Branagh (1996) interpret and portray the play by Shakespeare in different ways. The two film versions of Act IV of Hamlet have many differences and similarities. Kenneth Branagh’s version of Hamlet is seen covering most of the original text of Shakespeare’s play of Hamlet unlike the Mel Gibson version which omits many scenes and dialogues. The film version of Hamle t featuring KennethRead MoreEssay about Portrayal of Women in Shakespeares Hamlet 1227 Words   |  5 PagesPortrayal of Women in Shakespeares Hamlet  Ã‚   Shakespeare was possibly the first writer to portray women as strong, crafty, and intelligent. However, he has still received criticism from feminists about his representation of women. Some have even accused him of misogyny. There are only two female characters in the play Hamlet - Gertrude, Hamlets mother and Ophelia, daughter of Polonius. Any debate based upon gender roles must therefore focus upon these two characters. Shakespeare portraysRead MoreHamlet, By William Shakespeare1178 Words   |  5 Pages In William Shakespeare’s play Hamlet, the protagonist suffers from struggles with major characters, especially with the women in his life. While reading the play Hamlet, Hamlet appears to be a disillusioned man. Throughout the play, Shakespeare has only casted two females: Gertrude and Ophelia. Gertrude is defined to be incestuous, naà ¯ve and cold-hearted. On the other side, Ophelia is characterized to be ignorant, innocent and fearful. After the quick marriage of his mother and evil uncle, Hamlet’sRead MoreThe Symbolism of Ophelia’s Character Essay733 Words   |  3 PagesDate The Symbolism of Ophelia’s Character The name Ophelia has been most commonly associated with William Shakespeares play, Hamlet, where she is referred to as the title characters mad lover. She is believed to have killed herself out of madness by drowning herself in a river. Interpretations about Ophelias character have ranged from being a woman who lost her sanity upon her father, Polonius death to being the object of hatred by Hamlet. However, despite her supporting character in the playRead MoreFor A Majority Of History, Societies Have Often Positioned1266 Words   |  6 Pagesmen on a higher pedestal than women. This inequitable arrangement has regrettably caused men en masse to treat women, especially their wives, as their own personal property rather than people. In one of William Shakespeare’s more well known works, Hamlet, one of the main female characters, Ophelia, has a life that is unfortunately no different; she has been objectified by not only the society she was born into, but also the men in her li fe. The key aspect of this essay discusses how the discriminatoryRead MoreEssay on The Character of Ophelia in Shakespeares Hamlet1169 Words   |  5 PagesThe Character of Ophelia in Hamlet   Ã‚  Ã‚  Ã‚   In Shakespeares play, Hamlet, the character Ophelia plays an important role in the elaboration of the plot.   In the beginning, she is in a healthy state of mind, in love with Hamlet, yet controlled by her father.   During the play she has several troubling experiences involving Hamlet - causing her to become distressed.   The death of Ophelias father leaves her mentally unstable and in a state of madness that eventually leads to her own death.      Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Read MoreHamlet, By William Shakespeare1053 Words   |  5 PagesWilliam Shakespeare’s ravishing play Hamlet was performed at the Elgin and Winter Garden Theatre on November 18th, 2014. To recap what went on in the play: Claudius had killed Hamlet’s father, the King of Denmark. Hamlet’s mother Gertrude then married Claudius two months after the death of her husband’s murder, but she did not know. The guards of the castle saw the ghost of Hamlet’s father. Hamlet was told by his father’s ghost that he was killed by Claudius, and that is when Hamlet lost it. TheRead More The Works of William Shakespeare Essay1429 Words   |  6 PagesThe Works of William Shakespeare William Shakespeare is customary regarded to be the finest dramatist the world has ever seen and the greatest poet who has created his plays in the English language. Besides, Shakespeare has been the world’s most famous author. No other writer’s works have been published so many times or read so broadly in so many places. Shakespeare knew human nature as few other writers have. He could notice in a particular dramatic case the qualities that refer to all humanRead MoreMovie Adaptations of Hamlet1017 Words   |  4 PagesHamlet, a tragedy by William Shakespeare shows a lot of adaptations to movies. Hamlet by Mel Gibson (1990) and Kenneth Branagh (1996) interpret and portray the play by Shakespeare in different ways. The two film versions of Mel Gibson and Kenneth Branagh of Act IV of Hamlet have many differences and similarities. Kenneth Branagh version of Hamlet is seen covering most of the original text of Shakespeare’s play of Hamlet unlike the Mel Gibson version which omits many scenes and dialogues. The film

Barriers to Entry and Bargaining Power free essay sample

What are the critical drivers of industry profitability? Rivalry Among Existing Firms. The greater the degree of competition among firms in an industry, the lower average profitability is likely to be. The factors that influence existing firm rivalry are industry growth rate, concentration and balance of competitors, degree of differentiation and switching costs, scale/learning economies and the ratio of fixed to variable costs, and excess capacity and exit barriers. Threat of New Entrants. The threat of new entry can force firms to set prices to keep industry profits low. The threat of new entry can be mitigated by economies of scale, first mover advantages to incumbents, greater access to channels of distribution and existing customer relationships, and legal barriers to entry. Threat of Substitute Products. The threat of substitute products can force firms to set lower prices, reducing industry profitability. The importance of substitutes will depend on the price sensitivity of buyers and the degree of substitutability among the products. Bargaining Power of Buyers. The greater the bargaining power of buyers, the lower the industry’s profitability. Bargaining power of buyers will be determined by the buyers’ price sensitivity and their importance to the individual firm. As the volume of purchases of a single buyer increases, its bargaining power with the supplier increases. Bargaining Power of Suppliers. The greater the bargaining power of suppliers, the lower the industry’s profitability. Suppliers’ bargaining ability increases as the number of suppliers declines when there are few substitutes available. 6. ?Coca-Cola and Pepsi are both very profitable soft drinks. Inputs for these products include corn syrup, bottles/cans, and soft drink syrup. Coca-Cola and Pepsi produce the syrup themselves and purchase the other inputs. They then enter into exclusive contracts with independent bottlers to produce their products. Use the five forces framework and your knowledge of the soft drink industry to explain how Coca-Cola and Pepsi are able to retain most of the profits in this industry. While consumers perceive an intensely competitive relationship between Coke and Pepsi, these major players in the soft drink industry have structured their businesses to retain most of the profits in the industry by concentrating operations in its least competitive segments. Coke and Pepsi have segmented the soft drink industry into two industries—production of soft drink syrup and manufacturing/distribution of the soft drinks at the retail level. Moreover, they have chosen to operate primarily in the production of soft drink syrup, while leaving the independent bottlers with the more competitive segment of the industry. Coca-Cola and Pepsi compete primarily on brand image rather than on price. They sell their syrup to independent bottlers who have exclusive contracts to distribute soft drinks and other company products within a specific geographic area. While other syrup producers exist, they are typically regional and have very small shares of the market. ) Given the large number of competing forms of  containers for soft drinks (glass bottles, plastic bottles, aluminum cans, etc. ), it is difficult for bottlers to earn any more than a normal return on their investment. Consequently, Coke and Pepsi can write exclusive contracts with bottlers p rohibiting them from simultaneously bottling for a competitor. It is also difficult for independent bottlers to switch from Coke to Pepsi products, since there is likely to be an existing Pepsi bottler in the same geographic area. Consequently, independent bottlers have little bargaining power and Coke and Pepsi are able to charge them relatively high prices for syrup. The threat of new entrants at the syrup level is restricted by limited access to adequate distribution channels and by the valuable brand names that have been created by both Coke and Pepsi. While soda syrup is relatively inexpensive and easy to make, a new syrup producer would have difficulty finding a distributor that could get its products to retail stores and placed in desirable shelf space. The high levels of advertising by Coke and Pepsi have created highly valued, universally recognized brands, which would be difficult for a potential competitor to replicate. The main ingredients of syrup are sugar and flavoring, and the markets for these inputs are generally competitive. As a result, Coke and Pepsi exert considerable influence over their suppliers. For example, in the 1980s when corn syrup became a less-expensive sweetener than cane sugar, Coke and Pepsi switched to corn syrup. Thus, Coke and Pepsi are able to retain profits rather than pay them out to their suppliers. The production and distribution of soft drinks at the retail level is likely to be less profitable than is syrup production for several reasons. First, despite tremendous amounts of advertising designed to create differentiated products, many people view sodas as being relatively similar and switching costs for consumers are very low, which makes it difficult to price one soft drink significantly higher than another. Second, there are a great number of substitutes for soft drinks, such as water, milk, juice, athletic drinks, etc. , which consumers could switch to if the price of soda were to increase. Third, because of low switching costs, consumers can be price sensitive and also exercise relative bargaining power over independent bottlers. Finally, as discussed before, the structure of the relationship between Coke and Pepsi and the independent bottlers gives Coke and Pepsi greater bargaining power over the bottlers, further limiting the ability of independent bottlers to keep a larger share of their profits. 8. What are the ways that a firm can create barriers to entry to deter competition in its business? What factors determine whether these barriers are likely to be enduring? Barriers to entry allow a firm to earn profits while at the same time preventing other firms from entering the market. The primary sources of barriers to entry include economies of scale, absolute costs advantages, product differentiation advantages, and government restrictions on entry of competitors. Firms can create these barriers through a variety of means. 1. A firm can engineer and design its products, processes, and services to create economies of scale. Because of economies of scale, larger plants can produce goods at a lower cost that smaller plants. Hence, a firm considering entering the existing firm’s market must be able to take advantage of the same scale economies or be forced to charge a higher price for its products and services. 2. Cost leaders have absolute cost advantages over rivals. Through the development of superior production techniques, investment in research and development, accumulation of greater operating experience or special access to raw materials, or exclusive contracts with distributors or suppliers, cost leaders operate at a lower cost than any potential new entrants to the market. . A firm can engineer and design its products, processes, and services to create economies of scale. Because of economies of scale, larger plants can produce goods at a lower cost that smaller plants. Hence, a firm considering entering the existing firm’s market must be able to take advantage of the same scale economies or be forced to charge a higher price for its products and services. 3. Differentiation of the firm’s products and services may also help create barriers to entry for other firms. Firms often spend considerable resources to differentiate their products or services. Soft drink makers, for example, invest in advertising designed to differentiate their products from other products in the market. Other competitors that would like to enter the market will be forced to make similar investments in any new products. 4. Firms often try to persuade governments to impose entry restrictions through patents, regulations, and licenses. ATT fought with the government for many years to prevent other providers of long distance telephone service from entering the market. Similarly, the local Bell operating companies have lobbied the federal government to write laws to make it difficult for other firms to provide local phone service. Several factors influence how long specific barriers to entry are effective at preventing the entry of competitors into an industry. †¢Economies of scale depend on the size and growth of the market. If a market is growing quickly, a competitor could build a larger plant capable of producing at a cost lower than the incumbent. If a market is flat, there may not be enough demand to support additional production at the efficient scale, which forces new entrants to have higher costs. Absolute cost advantages depend on competitors’ difficulty in designing better processes. Some processes receive legal protection from patents. Entrants must either wait for the patent to expire or bear the expense of trying to invest around the patent. Similarly, differentiation advantages last only so long as a firm continues to inv est in differentiation and it is difficult for other firms to replicate the same differentiated product or service. †¢Incumbent firms and potential entrants can both lobby the government. If potential entrants launch intensive lobbying and public interest campaigns, laws, regulations, and rules can change to ease entry into a once-protected industry. Several recent examples in the U. S. are deregulation of the airline, trucking, banking, and telecommunications industries. 9.? Explain why you agree or disagree with each of the following statements: a.? It’s better to be a differentiator than a cost leader, since you can then charge premium prices. Disagree. While it is true that differentiators can charge higher prices compared to cost leaders, both strategies can be equally profitable. Differentiation is expensive to develop and maintain. It often requires significant company investment in research and development, engineering, training, and marketing. Consequently, it is more expensive for companies to provide goods and services under a differentiated strategy. Thus, profitability of a firm using the differentiated strategy depends on being able to produce differentiated products or services at a cost lower than the premium price. On the other hand, the cost leadership strategy can be very profitable for companies. A cost leader will often be able to maintain larger margins and higher turnover than its nearest competitors. If a company’s competitors have higher costs but match the cost leader’s prices, the competitors will be forced to have lower margins. Competitors that choose to keep prices higher and maintain margins will lose market share. Hence, being a cost leader can be just as profitable as being a differentiator. b. It’s more profitable to be in a high-technology industry than a low- technology one. Disagree. There are highly profitable firms in both high technology and low technology industries. The argument presumes that high technology always creates barriers to entry. However, high technology is not always an effective entry barrier and can be associated with high levels of competition among existing firms, high threat of new entrants, substitute products, and high bargaining power of buyers and/or sellers. For example, the personal computer industry is a high-technology business, yet is highly competitive. There are very low costs of entering the industry, little product differentiation in terms of quality, and two very powerful suppliers (Microsoft and Intel). Consequently, firms in the PC business typically struggle to earn a normal return on their capital. In contrast, Wal-Mart is a cost leader in a very low-tech industry, and is one of the most profitable companies in the U. S. c.? The reason why industries with large investments have high barriers to entry is because it is costly to raise capital. Disagree. The cost of raising capital is generally related to risk of the project rather than the size of the project. As long as the risks of the project are understood, the costs of raising the necessary capital will be fairly priced. However, large investments can act as high entry barriers in several other ways. First, where large investments are necessary to achieve scale economies, if additional capacity will not be fully used, it may make it unprofitable for entrants to invest in new plant. Second, a new firm may be at an initial cost disadvantage as it begins to learn how to use the new assets in the most efficient manner. Third, existing firms may have excess capacity in reserve that they could use to flood the market if potential competitors attempt to enter the market.