Sleep is a facilitator of information processing

Sleep is a facilitator of information processing The human body and mind are constantly subjected to stressors and new stimuli during the course of a day. Sleeping is crucial for coping with such as it nourishes the bodies need for physiological rest and repair after such stress, and also simultaneously facilitates crucial information processing in the mind. In fact, sleep is one of the most essential functions of the human body. The unconscious information processing that takes place during sleep plays a significant role in cognitive information processes such as memory and learning. Essentially, during sleep the mind integrates new information acquired during the previous day into memory and processes it by making necessary connections. The culmination point of these unconscious information processes seems to be in rapid eye movement sleep (REM-sleep) as brain activity is at its height during this phase of sleep. The activation during REM-sleep resembles that of a conscious state. Also, sleep research has shown that the majority of complex dreaming occurs during REM-sleep (Revonsuo, 1996, 277). However, the exact function of dreams is unknown. Even so, dreams are often a repetition of influential experiences and feelings from the previous day and therefore seem to be linked to information processing that takes place (Partinen, 2007, 18). Consequently, it would seem safe to conclude that REM-sleep has some role in unconscious information processing. Yet, there is a great amount of controversy within the scientific and psychological community regarding the role of REM-sleep in cognitive information processing. One view suggests that REM-sleep is merely a mechanism used by the brain to assist in recovery from sleep by retaining necessary activation levels in the central nervous system (Vertes, 2000, 876), whereas others find that REM-sleep is clearly connected to information processes such as learning, threat-response and problem solving. Hence, the focus of this essay is to investigate the relationship between REM-sleep and cognitive information processes. The research question of this essay is: To what extent does REM-sleep entail cognitive information processing? 1.1 Phases of sleep Sleep can be divided into REM-sleep and four phases of non-REM sleep (NREM). The first and second phases of NREM are the closest to a fully awake state, and the third and the fourth phases are the least conscious phases of deep sleep. It is hypothesised that NREM-sleep is in fact the restoring phase of sleep as metabolism is comparatively low in NREM-sleep in comparison to a conscious state (Revonsuo, 1996, 277). Interestingly, there is relatively little brain activation in NREM-sleep, actually sleep research has shown that there are often only simple dreamlike experiences in NREM-sleep and sometimes more complicated dream experiences. In fact, over half of the participants in dream researches, awoken in the deepest phases of NREM-sleep do not recall any dreams. Moreover, in between these phases of NREM-sleep there are several phases of REM-sleep. Brain activation in these phases resembles that of a conscious state i.e. high frequency beta and gamma waves similar to those found in a conscious state of mind are visible in EEG scans of sleep research participants during REM-phase sleep. Furthermore, participants woken from REM-sleep almost always recall event rich dreams (Revonsuo, 1996, 277). However, sleep research can only reach so far in terms of understanding the processing that takes place in sleep. Data is usually obtained through either physiological measurements or dream journals (Hobs on, 2002, 7). This significantly affects the depth of the scientific understanding that can be gained. As physiological measurements tend to be quite superficial, whereas journals are often either incomplete or lacking in objectivity. In any case, there seems to be a large amount of information processing that takes place unconsciously. The difference between NREM-sleep and REM-sleep can be attributed to the type of information processing that takes place. It is thought that NREM-sleep involves relatively passive encoding of memories from the hippocampus to long-term memory. On the contrary, REM-sleep is thought to involve processing of procedural and emotional memory, which shows in dream content and vibrancy (Partinen, 2007, 40). It might be the case that dreams are not present at all in deeper NREM-sleep as the brain activity is relatively low. Information processing Cognitive psychology focuses on understanding the how the mind processes information. Behaviourism Cognitive psychology is concerned with information processes in the mind such as memory, learning, problem solving, and perception (Bourne, 1986, 30). Even so, cognitive psychologists have only recently have come to accept the importance of unconscious processes, namely the importance of sleep time unconscious processes for cognitive information processing (Shevrin, 1996, 2). In reality, cognitive information processing takes a relatively long time. Essentially, for any new information to have an effect on the human mind the information needs to first be perceived by the sensory system; eyes, ears, or the skin. Some type of change has to be first registered and only then can any further information processing take place. This further processing can happen immediately, but it is more often than not the case that the stimulus is gone before any conclusions can be drawn (Bourne, 1986, 12). Therefore, memory plays a key role in information processing as we often have to rely on it to draw any conclusions. The multi-store memory model suggested by Atkinson and Shiffrin in 1968 gives a relatively accurate model of cognitive information processing. It suggests that memory can be split into three phases sensory, short-term memory, and long-term-memory. Information moves between the different types of memory through rehearsal and retrieval. However, the model has been subjected to critique over being too simplistic in terms of transfer between the different types of memory. In fact, the model relies solely on rehearsal as a means of transfer ignoring the importance of effort and strategies used by an individual (Hill, 2001, 106). In particular, the multi-store memory model works on the principal that information is processed as it is given attention to. Naturally, as new stimulus are constantly entering the mind and the sensory organs, while in a conscious state of mind, the mind can only give attention to so many things and is often preoccupied in the processing and storing of new more prominent information. Therefore, it would seem logical that as there is little time during the conscious period to process all the information entering the brain during the day, that is most information processing actually happens during some other time, namely during sleep. Theories of dream function Dream research is essential to the study of sleep time unconscious information processes as it provides a view into any processing that takes place during sleep. However, the exact function of dreams is difficult to determine. Some psychologists and the general public alike would like to think that dreams are meaningful in themselves. Conversely, the activation synthesis dream hypothesis suggests that dreams might just be derivatives of the neuron activation during sleep (Hobson, 2002, 71). Either way dreams appear to be of significance in terms of study of REM-sleep information processing, since dream-experiences are most common in REM-sleep (Revonsuo, 1996, 277). The psychoanalytic level of analysis is largely based around Freuds theory of personality and dream theory. The primary theory on dream function presented by Freud was that of wish fulfilment i.e. dreams are disguised expressions of unconscious desires and impulses (Tulonen, 2008, 56). However, Freuds theory is largely without empirical evidence as it is based on case studies that he conducted himself, in spite of this, his theory seems to suggest that dreams have a meaningful content and therefore there is some type of information processing that occurs during sleep. However, perhaps the most widely accepted theory is the reprogramming dream theory. The proposal made is that dreams are necessary for the brain to process new information and make necessary connections. The brain also works to remove any excess unnecessary information from memory during dreams (Tulonen, 2008, 55). This theory also supports the idea that there is information processing during sleep and more specifically during the REM-phase of sleep. Information processing during REM-sleep Learning processes in REM-sleep Learning is undoubtedly one of the most important cognitive information processes as it entails a number of other information processes e.g. perception, problem solving, and memory. Learning can take place through a number of pathways and constitute anything from a simple learned motor function to understanding of abstract scientific concepts. Therefore, a distinction should be made between repetitive learned motor function and information that is consciously and deliberately learned, understood, and stored in memory i.e. factual or semantic information. That is, procedural and declarative memory respectively. More in depth, learning is a compilation of different cognitive processes i.e. perception, memory, and problem solving. There are a number of models that conceptualise the learning process. For instance, David Kolbs experiential learning model identifies four stages of the learning cycle: concrete experimentation, reflection, abstract conceptualisation, and active experimentation. Concrete- and active experimentation involve learning from experience, whereas reflection and abstract conceptualisation involve inferring based on memory of past experience (Kolb in Sternberg, 2000, 227). The reprogramming theory of sleep suggests that different phases of sleep are of central importance for processing and interconnecting of memories i.e. reflection and abstract conceptualisation, and therefore achieving learning (Tulonen, 2008, 55). 2.1.1 Early brain development REM-sleep information processing is central to learning and development from the very onset of brain activity in a foetus. The human foetus spends around 16 hours a day in rapid-eye movement sleep. This is necessary for brain growth as REM-sleep involves high brain activity and continuous neuron stimulation creating new links in the cortex (Hobson, 2002, 76). Furthermore, a similar phenomenon is also present after birth, that is, the amount of REM sleep for an infant is unusually large; around 8 hours whereas by adulthood this declines to at most 2 hours per night (Partinen, 2007, 43). Majid Mirmiran conducted an experiment on the functional significance of REM-sleep in relation to infant rat development, which showed how essential REM-sleep is for early development. In the study infant rats were deprived of REM-sleep by interfering with monoamines in the brain from 1 week of age to 3 weeks of age. The rats were then tested as adults and compared with normal rats. Unsurprisingly the rats were severely affected and the findings showed that the deprived rats had hyperactivity, hyperanxiety, attentional distractability, reduced sexual performance, and reduced cerebral cortical size in comparison to control rats (Mirmiran, 1986, 283). Without a doubt the findings are limited in how much they can be generalized to human infants and foetuses. However, the same research could not have been carried out on human infants without raising serious ethical issues. In any case, the research clearly exemplifies the importance of REM-sleep for brain development in early life of a m ammal. 2.1.2 Memory consolidation Not only is REM-sleep necessary for infant development and learning, but its also essential in learning new skills regardless of age. For instance, visual recognition of different objects is a process that is learned from very early on in life. The importance of REM-sleep for forming procedural memories necessary for learning a visual recognition task is illustrated by a study conducted by Karni et al. on sleep deprivation. The study showed that performance in a given visual discrimination task improved significantly over a single night of sleep, whereas when participants were selectively deprived REM-sleep there was no significant performance gain. Moreover, when participants were deprived of NREM-sleep the performance gain remained unaffected (Karni, 1994, 679). The reliability of Karnis study is relatively high as it demonstrates that the given task is unaffected by NREM deprivation and will improve over a single nights sleep, whereas other studies are not as clear and may have been affected by the stressfulness of the sleep deprivation procedure. Furthermore, Stickgold et al. attained similar results in a more recent study on visual discrimination and REM-deprivation (Stickgold, 2000, 1237). In any case, sleep deprivation is a very stressful procedure and has a great impact on the validity of any research. However, REM-sleep seems to be clearly important for developing of procedural memory. The significance of REM-sleep for developing procedural memory and visual recognition skills may be one reason for unusually large amounts of REM-sleep in infancy. It may even be the case that without REM-sleep an infant may be unable to develop a consciousness and perceptual and motor skills. However, currently there is little evidence available for su ch. Conversely, there are several researches that refute the role of REM-sleep in procedural memory consolidation. For instance, a recent research conducted by Genzel et al. on REM-sleep and slow-wave NREM-sleep deprivation showed that neither procedural memory nor declarative memory seems to be affected by REM-sleep or deep NREM-sleep awakenings. However, the task used to test procedural memory was a motor task requiring finger tapping, whereas declarative memory was tested by recall of word lists. It may be possible that different types of memory are processed in different phases of sleeps. In fact, the conclusion reached by the researchers is that declarative memory consolidation takes place in stage two NREM-sleep and that simple motor tasks are processed in stage two NREM-sleep or require very little REM-sleep (Genzel, 2009, 302-304). However, the sample size was relatively small in this research (n=12) so further research is necessary to establish any firm conclusions on declarativ e memory consolidation. The role of sleep in declarative memory consolidation was first demonstrated by Jenkins and Dallenbach (1924). The participants of the experiment were asked to learn non-sense syllable lists after which they either went to sleep or continued awake. Recall was then tested at one hour intervals. When the results for the sleeping condition were compared with the waking condition it was found that after eight hours; 6 times more non-sense syllables were remembered in the sleeping condition (Jenkins in Bourne, 1986, 104). However, the sample consisted of only two participants so the findings are very limited in how much they can be generalised. Nevertheless, further research into the area has shown that at least some consolidation of declarative memories takes place in sleep, namely in phase slow wave NREM-sleep (Stickgold, 2005, 1275). However, REM-sleep seems to be of little importance to declarative memory consolidation. Cohen even (1979) went as far as to claim that the dreaming that takes place in REM-sleep interferes with memory consolidation (Cohen in Bourne, 1986, 105). However, the sleep phase in which memories are consolidated does not only depend on the type of memory i.e. declarative or procedural, but also it seems to be dependent on emotional content. As mentioned earlier, REM-sleep seems to be related to processing of emotional memories (Partinen, 2007, 40). That is, if a memory has emotional context then it is likely that it is processed in REM-sleep. For example, a study conducted by Wagner et al. gave clear empirical support for processing of emotional declarative memories in REM-sleep. The study showed that retention of emotional texts was significantly improved in comparison neutral texts over a period of late-night sleep. Similar effects were not found in early-night sleep, which consists mainly of NREM-sleep, whereas, in late night-sleep REM is predominant. In fact, earlier studies have shown that REM-sleep shows increased activation of the amygdala, which is associated with processing of emotional memories (Wagner, 2001, 112-113). Wha ts more, is that the study avoids adverse effects of deprivation and is therefore more reliable than studies conducted using sleep deprivation. In other words, REM-sleep is of some importance in terms of processing of emotional content even though other studies have shown that REM-sleep is not significantly involved in consolidation of non-emotional declarative memories. Creative problem solving in REM-sleep Problem solving in relation to REM-sleep, anagram problem solving Walker MP, Liston C, Hobson JA, Stickgold R. (2002). http://www.sciencedaily.com/releases/2009/06/090608182421.htm creative problem solving enhanced by REM Dreams as information processing vessels Dreams are often considered to be deficient of cognitive activity; however, several studies have shown that this is not necessarily true. The threat simulation dream theory presented by Antti Revonsuo suggests that evolutionary success depends on successful threat response, which is rehearsed in the relative safety of dreams. Revonsuo suggests that the mind actively generates dreams, which are comprised of threatening events in different combinations. These dreams are often repeated over several nights in order to develop and maintain threat response capabilities (Revonsuo, 2000, 482). Empirical support for the threat simulation dream theory comes from dream content analysis studies. For instance, a study conducted by Valli et al. found that threatening events are overrepresented in dreams in comparison to actual number of threatening events experienced when awake. Also, the events experienced in dreams were often very realistic and focused on to the dream self i.e. the self is often actively engaged in combating these threatening events in the dreams (Valli, 2000, 491). Clearly, if dreams are merely a repercussion of neuron activation during REM-sleep, as suggested by the activation-synthesis hypothesis, then its quite likely that dream content would be disorganized and incoherent. Conversely, Vallis content analysis suggests that the mind actively engages in coherent rehearsal of threat response. However, the study was conducted by a dream journal method, where the participants record their own dreams after a night of sleep. This raises questions of validity and objectivity. Even so, the study not only indicates that there is clear support for Revonsuos threat simulation theory, but it also indicates that the mind processes information through dreams in REM-sleep. Furthermore, there is evidence that during dreams the mind engages actively engages in self-reflection i.e. becomes aware of ones own thoughts and actions. Research has shown this to be beneficial to mental health. For example, recently Kontkanen showed that dreaming is helpful in trauma coping for children. Kontkanen conducted a dream content analysis on traumatised Palestinian children aged 5-17 and children, of the same age, living in normal conditions. High levels of self-reflection and self-awareness were found to be beneficial to the mental health of the traumatised Palestinian children. In the control group high levels of self-reflection in dreams were found to be dysfunctional. However, several individual with high levels of self-reflection in the control group, conversely, showed symptoms of poor mental health. Consequently, Kontkanen suggests that self-reflection processing in dreams should increase and diminish according to need in order to maintain good mental health (Kon tkanen, 2000, 523-524). Surely, the dream journal method used in the study has its limitations and there is also doubt whether results gathered from children can be generalised to adults as such processing might also be attributed to development. Nevertheless, the study points at the necessity of dreams in cognitive information processing and mental health. Conclusions Draw conclusions based on presented evidence, on how necessary is REM-sleep for cognitive information processing.

News And Newspapers -- essays research papers

News and Newspapers News is simply delineated as â€Å"a report of a recent event; something one has not heard of before†(Websters, 282). Conceding that it is inelaborate in its definition, news is much more intricate as it succumbs to corporate moneymaking ideologies. The corporate essence of news is prevalent in the form of the newspaper â€Å"a paper published periodically for circulating news† that is sold therefore making news a business. In business the saying goes that the customer is always right making news subject to the demands of these consumers. The underlying purpose of news is to â€Å"provide facts upon which decisions are based† (Mencher, 56). Yet this purpose is tainted to accommodate the newspapers need to sell papers. Journalism is the work of gathering news, therefore making the journalist succumb to the corporate needs of the newspaper. The three major newspapers of Toronto (Toronto Sun, Toronto Star and The Globe & Mail) discord in their journalistic techniques for the purpose of selling their produc t. "News is more often made rather than gathered. And it is made on the basis of what the journalist thinks is important or what the journalist thinks the audience thinks is important" (Postman, 14). The Toronto Sun focuses on the audience that yearns for entertainment and adjuts its word selection and choice of articles to accommodate this need for entertainment. The glitz and glamour of today's celebrities provide a fantasy world in which the reader can escape. The Toronto Sun leaves no stone uncovered as it stays on top of celebrity issues to accommodate their audience ‘ the average Joe' with entertainment. â€Å"Michael Jackson's wife gave birth to a baby boy yesterday at Cedars-Sinai Medical Center† (T.Sun Feb. 18/97) in the article titled Oh Baby, Jacko to be a dad soon. What makes this article more ominous than any other birth other than that it is entertaining to the star crazed general public? Hundreds Get To Eye Claudia the so called 'superbabe' as she â€Å"breezes her way into The Bay's downtown Yonge St. Store†(T. Sun Feb. 25/97). â€Å"Up to five hundred people waited for up to two hours for a glimpse of the famed beauty and to hear her speak†(T. Sun Feb. 25/97). Imagine how many looked in the Sun for the article. The article choices of the Sun have a direct affiliation to the need for it as a business to p... ...article Hospital's Blood Stock Almost Exhausted contains human interest through its ability to show the community working together â€Å"Although other hospital blood banks were also short of blood, the Toronto Hospital and St. Michael's Hospital agreed to send blood to Sunnybrook by taxi if needed† (T. Star April 2/97). The aspect of community togetherness provokes human interest and complies with the Star's general theme of family. The Globe and Mail article Toronto Desperate For Blood roused human interest thorough community togetherness â€Å"in case the patient required more blood than was on hand the hospital contacted the Red Cross society and two other hospitals to ensure a continued supply." This articles illustration of human interest is moderated through the exclusion of the agreement of the two hospital's to provide more blood even though they were low. Instead the article stuck strictly to the facts that the Globe's readers pay for. Realistically, the sale of newspapers is the primary objective of the journalist illustrated through their use of techniques. Journalistic content and techniques vary according to the audience towards which the newspaper directs its attention.

Core Mountain Man Brewing Company Bringing the Brand

Core Marketing Mountain Man Brewing Company Bringing the Brand to Light 1. Overview Mountain Man Brewing Company (MMBC, or the Client) is a family-run business in West Virginia that has experienced much growth since launching its flagship premium beer Mountain Man Lager (MMB) in 1925. Over the decades, brand loyalty, quality and brand awareness have been the cornerstones of the Client’s success – the importance of the MMBC brand among consumers has allowed the company to build its small but consistent market share in the East Central region (ECR), particularly in its home state, the only region it distributes in (7. % of the market with more than 50 million USD in revenue). 2. Challenges & Opportunities * Challenges MMBC currently faces a potentially identity-changing challenge: The traditional premium beer market has been declining at a compound annual rate of 4%, and MMB experienced a 2% decrease in revenue last year, the first drop in its entire history; accordingly, MMBC’s target aim is to recover from the 2% decrease in revenue that occurred in the prior year. * OpportunitiesThe light beer market – popular with younger drinkers – has also been growing at a CAGR of 4%. Although MMBC has been historically weak in the 35-years-and-under segment, there is opportunity to generate more sales by releasing a new Mountain Man Light Beer (MML) line to target this younger market. However, there is the risk of negatively impacting their current distribution of MMB through shelf-space cannibalization and higher costs; as well as the risk of alienating their core segment of older, blue-collar drinkers. . Analysis MMBC faces potentially losing more revenue at the current forecasted compound annual decrease rate of 2% – the projected decrease for MMB standalone in year-to-year net revenue from actual 520,000 barrels sold in 2005 (USD 50. 4 m) to 470,039 barrels (approximately USD 45. 6 m) by 2010 totals nearly 10% (see Exhibit 1). According to the key age demographics among beer drinkers, MMB’s customer segmentation is currently as follows: 64% for 45 years and up, and only 17% for 35 years and under.Yet the ECR breakdown for consumption by beer type is the opposite: 50. 4% for light and only 19. 7% for premium. Due to the overwhelming potential in the light beer market, we have prepared projections on growth in revenues and expenses for MMBC should they decide to move forward with brewing Mountain Man Light (see Exhibit 2A, 2B). * Making Mountain Man Lighter (and More Profitable) Considerations have been made regarding MMB remaining as a stand-alone product (again, see Exhibit 1).However, per the Client’s instructions, this report will focus on projected performance examining MMBC’s entry into the light beer market at their expected MMB reduction rate of 20%. According to our analysis, MML would still result in a significant increase in revenue within two years: With the new product mix , net income margin increases from an insignificant 0. 88% in MML’s first year to a robust 3. 7% by its second year (2007), even with considerations on the additional expenses that would go into launching a new product – manufacturing, advertising, general operating (see Exhibit 2A). Additionally, the projected MMB+MML sales volume after only two years would nearly match MMBC’s current volume level – 500,895 barrels to 520,000 – and would eventually overtake the 2005 figure in 2008; while standalone figures show a continuous decrease from the 2005 benchmark and eventually fall behind MML sales by 2011 (Exhibit 3). * Issues to Consider The forecast for MMB +MML sales are promising.However, JAFREM must note significant issues to consider with the presented data: 1) Due to limited sales volume for the first six years, impact on COGS has not been taken into consideration; should the current production capacity levels be exceeded, additional inputs rega rding CAPEX (for example, for new plants) will be necessary. 2) With the forecasted MML growth rate, the Client’s market share in the ERC amounts to 1. 5% after five years; MMB has not achieved this level after more than 50 years in the business and so considerations on the MMB reduction rate have also been provided (Exhibit 2B). 4. RecommendationsLight beer is an attractive proposition for MMBC, especially with the decrease in the premium beer segment. Accordingly, ignoring the dynamic growth in the light segment is simply too much of an opportunity to let pass. In order to reduce the risks that come with launching MML (alienating core customers, promoting a failed product), we recommends the following measures: * To avoid losing brand equity at the consumer level for MMB, pilot the MML launch outside West Virginia, as this is MMBC’s strongest and most loyal market; should the testing prove successful, then consideration can be made on moving into West Virginia. Shoul d the MML growth forecast not be realized after two years, return focus to MMB distribution at a national level; while advertising and sales at the grass roots level has been good for MMBC, there has been no attempt to reach a larger marketing through the traditional channel of television media. * Despite the expected decrease in the premium beer market, MMB still has potential to capture more market share by expanding its advertising activities and consumer base outside the ERC. Exhibit 1 – Lager Standalone Projections MMB Standalone (next five years)Â  | | 2005| 2006| 2007| 2008| 2009| 2010| Barrels| 520,000| 509,600| 499,408| 489,420| 479,631| 470,039| Price per Barrel| $97. 00| $97. 00| $97. 00| $97. 00| $97. 00| $97. 00| Net Revenue| 50,440,000| 49,431,200| 48,442,576| 47,473,724| 46,524,250| 45,593,765| COGS| 34,803,600| 34,107,528| 33,425,377| 32,756,870| 32,101,732| 31,459,698| Gross Margin| 15,636,400| 15,323,672| 15,017,199| 14,716,855| 14,422,517| 14,134,067| SG&A | 9,583,600| 9,583,600| 9,583,600| 9,583,600| 9,583,600| 9,583,600| Other Op. Exp. 1,412,320| 1,412,320| 1,412,320| 1,412,320| 1,412,320| 1,412,320| Operating Margin| 4,640,480| 4,327,752| 4,021,279| 3,720,935| 3,426,597| 3,138,147| Other Income| 151,320| 151,320| 151,320| 151,320| 151,320| 151,320| Net Income before Tax| 4,791,800| 4,479,072| 4,172,599| 3,872,255| 3,577,917| 3,289,467| Prov. Income Tax| 1,677,130| 1,567,675| 1,460,409| 1,355,289| 1,252,271| 1,151,314| Net Income After Tax| 3,114,670| 2,911,397| 2,712,189| 2,516,965| 2,325,646| 2,138,154| Net Present Value| 3,114,670| 2,599,461| 2,162,141| 1,791,526| 1,477,990| 1,213,246|Exhibit 2A – MMB + MML Projections | 2005| 2006| 2007| 2008| 2009| 2010| 2011| MML Barrels| 0| 48Â  735| 101Â  369| 158Â  136| 219Â  282| 285Â  066| 355Â  763| MMB Barrels| 520Â  000| 407Â  680| 399Â  526| 391Â  536| 383Â  705| 376Â  031| 368Â  510| Growth%| Â  | -12%| 10%| 10%| 10%| 10%| 10%| Price per Barrel| $97| $97| $97| $9 7| $97| $97| $97| Net Revenue| 50Â  440Â  000| 44Â  272Â  273| 48Â  586Â  872| 53Â  318Â  166| 58Â  489Â  738| 64Â  126Â  451| 70Â  254Â  508| COGS| 34Â  803Â  600| 30Â  776Â  437| 34Â  000Â  363| 37Â  531Â  192| 41Â  386Â  351| 45Â  584Â  213| 50Â  144Â  138| COGS/Revenue| 69. 00%| 69. 52%| 69. 98%| 70. 39%| 70. 6%| 71. 08%| 71. 37%| Gross Margin| 15Â  636Â  400| 13Â  495Â  837| 14Â  586Â  509| 15Â  786Â  974| 17Â  103Â  387| 18Â  542Â  239| 20Â  110Â  370| SG&A| 9Â  583Â  600| 11Â  233Â  600| 10Â  483Â  600| 10Â  483Â  600| 10Â  483Â  600| 10Â  483Â  600| 10Â  483Â  600| Other Op. Expenses2| 1Â  412Â  320| 1Â  412Â  320| 1Â  412Â  320| 1Â  412Â  320| 1Â  412Â  320| 1Â  412Â  320| 1Â  412Â  320| MML, Extra Ad Expenses| 0| 400Â  000| 400Â  000| 400Â  000| 400Â  000| 400Â  000| 400Â  000| Op. Expenses| 10Â  995Â  920| 13Â  045Â  920| 12Â  295Â  920| 12Â  295Â  920| 12Â  295Â  920| 12Â  295Â  920| 12Â  295Â  920| %| Â  | 18. 64%| -5. 75%| 0. 00%| 0. 00%| 0. 00%| 0. 00%| Op.Profit| 4Â  640Â  480| 449Â  917| 2Â  290Â  589| 3Â  491Â  054| 4Â  807Â  467| 6Â  246Â  319| 7Â  814Â  450| Op. Margin| Â  | -90. 30%| 409. 11%| 52. 41%| 37. 71%| 29. 93%| 25. 10%| Other Income| 151Â  320| 151Â  320| 151Â  320| 151Â  320| 151Â  320| 151Â  320| 151Â  320| Net Income before Tax| 4Â  791Â  800| 601Â  237| 2Â  441Â  909| 3Â  642Â  374| 4Â  958Â  787| 6Â  397Â  639| 7Â  965Â  770| Prov. Income Tax| 1Â  677Â  130| 210Â  433| 854Â  668| 1Â  274Â  831| 1Â  735Â  575| 2Â  239Â  173| 2Â  788Â  019| Net Income After Tax| 3Â  114Â  670| 390Â  804| 1Â  587Â  241| 2Â  367Â  543| 3Â  223Â  212| 4Â  158Â  465| 5Â  177Â  750| Net Income Margin| 6. 18%| 0. 88%| 3. 27%| 4. 44%| 5. 51%| 6. 48%| 7. 7%| NPV| 3Â  114Â  670| 348Â  932| 1Â  265Â  339| 1Â  685Â  170| 2Â  048Â  409| 2Â  359Â  625| 2Â  623Â  209| Exhibit 2B – Inputs & S tress Test Results Inputs| | Stress scenario| MMB, Avg. Market Share Growth| 0. 25%| | Year| MML, Avg. Market Share Growth| Reduction Rate| MMB, Var. Cost per Barrel| 66. 93| | 2006| 0. 04%| 30. 19%| MML, Var. Cost per Barrel| 4. 69| | 2010| 0. 28%| 17. 28%| Reduction Rate| 20%| | 2011| 0. 23%| 21. 80%| Discount Rate| 12%| | | | | MMB, Growth Rate| -2%| | | | | Price per Barrel | $97| | | | | MMB, Extra Ad Expenses| $0| | | | | MML Growth Rate| 2%| | | | | MML, SG&A in 2006| $900,000| | | | |MML, SG&A Extra Launch| $750,000| | | | | Exhibit 3 – MMB (stand alone) vs. MMB + MML ——————————————– [ 1 ]. Forecast prepared according to the 2% compound annual decrease rate provided by the Client [ 2 ]. SG&A and Other Operating Expenses are quantity independent in the consider range of production. [ 3 ]. The Stress Scenarios included in this Exhibit denote the maximum reduction rat e possible in order to achieve the target market growth desired by the Client should they move ahead with MML; in order to remain profitable, these are the reduction rate ceilings.

Everyman, The English Counterpart Of The Flemish Play...

â€Å"Everyman†, the English counterpart of the Flemish play Elckerlijc, is an English didactic play written in the fifteenth-century. The unknown author uses â€Å"Everyman†, with the aid of allegorical characters, to cast the light on moral issues for all, regardless of their background or intelligence level, therefore making it easier to see and understand the moral dilemmas. The most powerful message received in this work is that all need to be saved and right with God before their demise and that by continuously doing good deeds the connection with God will be a strong one. Inspired by the church, Morality plays, surfaced in the fourteenth century and were focused on Christian worldviews by teaching moral values through dramatic, artistic†¦show more content†¦Everyman is not prepared for his journey and asks if Death could come back later, then tries to bribe death with riches. Death knows no bounds and reiterates this when he expresses everyman, † I am Death, that no man dreadeth, For every man I rest, and no man spareth; For it is God’s commandment That all to me should be obedient.† (Lines 115-118) Death is lenient to Everyman and allows him the opportunity to bring a companion to accompany him and help him along his journey, if he can find someone that will make the ultimate sacrifice. Death is portrayed as being kind and lenient, which is not how most would view death. The five stages of grief are denial, anger, bargaining, depression and acceptance all of which are displayed by Everyman as he goes along his journey. He shows denial with the quote â€Å"O Death, thou comest when I had thee least in mind!† (Line 119). He does not believe that he should be called to heaven as he is not finished living out his days on earth. Anger is displayed as he tries to reiterate to Death that he cannot purchase his life back from Death, â€Å"Alas, shall I have no longer respite? I may say Death giveth no warning! To think on thee, it maketh my heart sick,†. (Lines 131-133). It must have been deeply upsetting to Everyman when Death came for him and he realized that his Book of Count was not ready. He