4 Steps of Cardiac Conduction

Have you ever wondered what causes your heart to beat? Your heart beats as a result of the generation and conduction of electrical impulses. Cardiac conduction is the rate at which the heart conducts electrical impulses. These impulses cause the heart to contract and then relax. The constant cycle of heart muscle contraction followed by relaxation causes blood to be pumped throughout the body. Cardiac conduction can be influenced by various factors including exercise, temperature, and endocrine system hormones. Step 1: Pacemaker Impulse Generation The first step of cardiac conduction is impulse generation. The sinoatrial (SA) node (also referred to as the pacemaker of the heart) contracts, generating nerve impulses that travel throughout the heart wall. This causes both atria to contract. The SA node is located in the upper wall of the right atrium. It is composed of nodal tissue that has characteristics of both muscle and nervous tissue. Step 2: AV Node Impulse Conduction The atrioventricular (AV) node lies on the right side of the partition that divides the atria, near the bottom of the right atrium. When the impulses from the SA node reach the AV node, they are delayed for about a tenth of a second. This delay allows atria to contract and empty their contents into the ventricles prior to ventricle contraction. Step 3: AV Bundle Impulse Conduction The impulses are then sent down the atrioventricular bundle. This bundle of fibers branches off into two bundles and the impulses are carried down the center of the heart to the left and right ventricles. Step 4: Purkinje Fibers Impulse Conduction At the base of the heart, the atrioventricular bundles start to divide further into Purkinje fibers. When the impulses reach these fibers they trigger the muscle fibers in the ventricles to contract. The right ventricle sends blood to the lungs via the pulmonary artery. The left ventricle pumps blood to the aorta. Cardiac Conduction and the Cardiac Cycle Cardiac conduction is the driving force behind the cardiac cycle. This cycle is the sequence of events that occur when the heart beats. During the diastole phase of the cardiac cycle, the atria and ventricles are relaxed and blood flows into the atria and ventricles. In the systole phase, the ventricles contract sending blood to the rest of the body. Cardiac Conduction System Disorders Disorders of the hearts conduction system can cause problems with the hearts ability to function effectively. These problems are typically the result of a blockage that diminishes the rate of speed at which impulses are conducted. Should this blockage occur in one of the two atrioventricular bundle branches that lead to the ventricles, one ventricle may contract more slowly than the other. Individuals with bundle branch block typically dont experience any symptoms, but this issue can be detected with an electrocardiogram (ECG). A more serious condition, known as heart block, involves the impairment or blockage of electrical signal transmissions between the hearts atria and ventricles. Heart block electrical disorders range from first to third degree and are accompanied by symptoms ranging from light-headedness and dizziness to palpitations and irregular heartbeats.

Sainsbury in Comparison with Tesco - 2396 Words

.Ratio calculation of the two companies in 2009 1.1.Return on capital employed(ROCE) operating profit + share of associate(etc) companies’ profit x 100 = Return on capital Long term finance(total asset- current liablities) employed (ROCE) Sainsbury: 673 x 100= 9,46% 7114(=10033-2919) Tesco : 2970 x 100=10,6% 28013(=46053-18040) 1.2.Rate of return on shareholders’ funds (equity) profit for shareholder x 100 = rate of return on shareholders’ funds (equity) stockholders’ funds (equity) Sainsbury:†¦show more content†¦To make further comment we need to investigate further by looking at industry, competitors and economy. There may be other factors causing this ratio to decrease such as a general decline gross margin profit in retail sector affecting all companies, high inflation causing less demand, increasing competition etc. We should do further investigation to make further comment. In conclusion, although Tesco still has a higher ROCE than that of Sainsbury’s, Sainsbury has improved its ratio better than Tesco. We may assume. If this trend continues, Sainsbury will continue increasing its Rate for the Return on Capital Employed, as it used to do, in the long run Sainsbury would be more profitable than Tesco. 2.2 Rate of Return on Shareholders’ Funds (equity) Rate of Return on equity measures a corporation s profitability by revealing how much profit a company generates with the money shareholders have invested. It indicates how efficiently the business uses its investment funds. For Tesco, Rate of Return on Shareholders’ Fund has increased from 13.85% in 2004 to 14.91% in 2009. This shows an improvement of 1.06% in five years period. When one examines the Sainsbury’s Rate of Return on Shareholders’ Fund, there is an increase from 7.76% to 8.36%. There is a 0.6% growth in the Rate of Return on Shareholders’ Fund. In comparison with Tesco, Sainsbury’s Rate of Return on Shareholders’ Fund is lower. Shareholders earned 13.85% from their investment (measured in book valueShow MoreRelatedA Critical Comparison of Tesco and Sainsbury2154 Words   |  9 PagesIn this assignment, there will be a critical comparison of the UK’s biggest retailers Tesco and Sainsburys, outlining their marketing strat egy, the key factors of their success and also the advantages and disadvantages of both companies. Also there will be, analysing the two companies in terms of size and perception, in the sense of the growth of both companies over the years and perception on how the Tesco and Sainsburys are perceived by their customers and also themselves. Also in this essayRead MoreStakeholders Comparison Between J Sainsbury Plc and Tesco Plc2986 Words   |  12 Pages 1.0 Terms of Reference 2.1 The task that we were given was to make comparisons between two different organisations and evaluate how much the stakeholders influence major decisions made within the business. 2.0 Procedure 3.2 Research 3.3 Relative information gathered 3.4 Analysis made between the two organisations 3.5 Report Written 3.0 The two Organisations 4.6 Tesco 4.7 Sainsbury’s 4.8 I have chosen the above organisations as theyRead MoreComparing Tesco And J Sainsbury Plc2675 Words   |  11 Pagesmarket share and improved financial performances. The elected organizations are notably Tesco PLC and J Sainsbury PLC, a review will be carried out of their Annual Financial Reports between the 2010 to 2013 period. J Sainsbury was founded in 1869 in London and is the third largest supermarket chain in the UK and is primarily interested in providing groceries but has also ventured into banking and property. Tesco commenced business in 1919, it has risen highly through its aggressive marketing strategiesRead MoreAnalysis of a Financial Performance of an Organization6927 Words   |  28 Pages.......................................................5 Financial Report Analysis..........................................................................................6 Tesco Plc’s Ratio Analysis (2005 – 2007)†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦8 Financial Statement Analysis of Tesco Plc, Marks Spencer Plc and Sainsbury Plc.’s†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦15 Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.18 Reference†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦......19 Appendix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦20Read MoreFinancial Ratios: TESCO and J. Sainsbury2644 Words   |  11 Pages28/4/2014 Table of Contents 1. Introduction The purpose of this report is to conduct a comparative ratio analysis of the financial statements of J. Sainsbury PLC and Tesco PLC for the year-ending 2013. The financial information that is provided from each company’s annual report and the comparison between them will help possible users of this analysis to understand not only the differences between these two companies but also each company’s weaknesses and strengths. BelowRead MoreFinancial Analysis of Sainsbury PLC Essay4585 Words   |  19 PagesFinancial Analysis Of Sainsbury’s Plc 2010/2011 (Sainsbury supermarket, Blake 2012) 10105011 18/10/2012 Contents of Document Section Page Contents.......................................................................................................................2 Introduction..................................................................................................................3 Subject company and history......................................................Read MoreFinancial Analysis of Sainsburys Performance2960 Words   |  12 PagesIntroduction J Sainsbury plc was founded in 1869 in Drury Lane by John James and Mary Ann Sainsbury, and is one of the oldest supermarkets in the United Kingdom. Its current company structure comprises of a chain of 547 supermarkets, 343 convenience stores and the recent addition of Sainsbury’s Pharmacy and Sainsbury’s Bank (which is a joint venture with the Lloyd’s bank group). Currently their customer profile consists of approximately 19 million customers’ each week and a surplus of an estimatedRead MoreFinancial Appraisal of Morrisons Company1747 Words   |  7 Pagesacquisition of Safeway in 2006. Having achieved a market share of approximately 12%, the company’s main UK-listed competitors include Sainsbury’s, ASDA and Tesco, the latter leading the industry by far with a remarkable market share close to 30%. In this light, Tesco and Sainsbury will be the two companies of choice for analysis and comparison throughout this report, as well as the grocer y store industry. Although Morrisons is not the largest, it could offer a promising investment in theRead MoreFinancial Performance Evaluation of Tesco.6729 Words   |  27 PagesOxford Brookes University RESEARCH AND ANALYSIS REPORT TOPIC 8 AN ANALYSIS OF THE BUSINESS AND FINANCIAL PERFORMANCE OF TESCO PLC [pic] (6444 words) MARCH 2008 1. INTRODUCTION 1.1 TOPIC CHOSEN This research analyses the financial situation of Tesco Plc; topic number 8. The analysis is carried from an investor’s point of view and will be achieved by evaluating key financial ratios, past trends and other key aspects with an aim to serve the current and prospective future investorsRead MoreTesco Financial Analysis5865 Words   |  24 PagesSummary: This report aims to analyze the financial position of TESCO PLC from the point of view an investor who seeks to evaluate the prospects of buying shares of a company in food and retailing sector. The potential investor has selected TESCO PLC and has asked the author to analyze the investment prospects and present a report on the same. The analysis shall be based on the most recent annual financial statements available for TESCO and of other companies in the same industry. The analysis will

Ethnocentrism Free Essays

Pearlie Byrd-Lain American InterContinental University SSCI210-1205A-02 Unit 2IP/ Ethnocentrism Abstract In this summary I will be discussing ethnocentrism and the beliefs of the value one puts on of their cultural beliefs. I will begin with the definition of ethnocentrism and that is the belief that the values, symbols, and customs of one’s own culture are superior to those of another culture (Editorial 2012). First let’s just start with what is culture are practices or beliefs that is passed down through generation to generation. We will write a custom essay sample on Ethnocentrism or any similar topic only for you Order Now Ethnocentrism is part of one’s culture. I have chosen the TV show Iron Chef America to show how ethnocentrism plays a part even in cooking. There is a competition with the professional chef Mario Batali and a first time contender by the name of Des Jardins. This competition is like all the rest but I wasn’t looking so much at the meals being prepared, I was watching the exchanges going on with the chefs the announcer and the judges. They all have a different ethnical background and also are from a different culture. The competition began with the type of foods that will be prepared into different courses. The chefs look at the food and began. Mario Batali is Italian and his pride is on the line because he is competing with a first time contender. Mario is not worried about the cooking but about the win. Then there is the first time contender trying to make a name for herself as a professional chef although she has cooked for some of the most famous restaurants in California she still had to prove that she can best Mario Batali. Mario Batali specializes in Italian cooking and Des Jardins specializes in Frenc-california cooking. They were both raised in this cultural background from which they began their profession. Mario is a very proud Italian and it shows in the work in the kitchen. He shows Des respect and courtesy but he takes pride in the dishes being made. Des Jardin also has her pride in the dishes that is being made. Her line of ancestors recipes are online due to the fact that she cooks with shrimp on daily basis. (Shrimp being the dish chosen for the cook off. Des Jardin won the competition but you can see that her values and beliefs were in play. In the 18th century and the 20 century the Chinese rejected the European religion due to the fact that the Chinese were an ethnocentric type of people that believed that their religion and values were more superior than that of the Europeans so the Chinese never excepted the religious beliefs of the Europeans over their own beliefs in Confucian. Referenc es Editorial Board (2013) Introduction to sociology. Words of Wisdom Sayre, Henry M. (2013) Discovering the Humanities. 2nd ED. Pearson How to cite Ethnocentrism, Essay examples

Innovation and Sustainable Business Development Business Models

Question: Discuss about theInnovation and Sustainable Business Development for Business Models. Answer: Introduction The three articles on conceptualizing business models as activity based, arrived at significantly different models because of difference in business environments and business activities as modelled by the different organisations. There is no one-fits-all business model that can be universally adopted by all organisations for execution as different companies faces different situations even in the same business environment. For example, one company could be having a superior technology that enables it to produce at lower cost than its peers it could also be that, a different company uses a supplier with very strong network of supply chain but their services are expensive not that all organisations can afford to partner with them and still remain in business. It is therefore possible to come up with significantly different type of business models even when all of them are activity based. (Itami, Nishino, 2010) The concept of business model can therefore be defined as a set of interdependent activities that aims to achieving a common objective of having a product or service delivered to the market for consumption. The business model contains three important players that are; the producer or the focal organisation, the supplier and the consumer each playing different activities in the system. When one is conceptualizing business model as a system there are elements that needs to be considered. One such element is the objective of the focal organization. The objective in this case is what the focal organisation is offering. What type of product or services is it selling or offering? This would then assist the entrepreneur of the focal organisation or its manager to come up with who are going to be the suppliers and the consumers. The activities which these other players will carry out are all guided by the nature of the product or the service on offer. Therefore to come up with business model as a system the key determinant is the focal company objectives then the rest would depend on it. Using business model as an activity based system to solve static problem one needs to consider a case whereby one company is experiencing business challenges in meeting a certain objective. This can be inability to deliver products to the clients because of lack of adequate infrastructure to carry out this function effectively. This company can simply contract another company which can deliver these products on time to the market without delay instead of investing heavily to be able to internally carry out the function. The products can be highly perishable products such as farm flowers. Therefore this static problem is solved by incorporating another firm in to the business system and solves the static of supply. To solve dynamic problem one needs to consider a case where the focal organisation contracts a different firm to produce certain part of their product and still retain the production of the same parts in-house. The focal firm can therefore be able to learn from both in-hous e production and from the contracted outside firm. Any change in consumer behaviour will be easily noted by the focal firm by comparing its findings in its in-house production and external production and make appropriate changes in accordance to the dynamism of the problem. (Itami, Nishino, 2010) To understand how business partner using business model as an activity based we take an example of a focal firm which needs to focus on production and leave another company to focus on distribution and marketing of the product. The two firms will be in one system whereby each of them will be playing distinct activities and the consumers will complete the system by buying the products, thus forming a business model where each player has distinct roles or activities but in one system with one objective of producing and delivering the products to the consumers for purchase. Understanding innovation process using business model as an activity based system will require a consideration of two companies one a research and development company and another an established mechanical engineering company. The research and development company may come up with an innovative idea of friction reducing technology. This technology can significantly reduce the friction of the mechanical equipments being manufactured by the established mechanical engineering company giving them an edge in the market. The established company can contract the research and development company to have this important technology incorporated in its machines and gain advantage in the market. Thus the two companies are now in one business model but each playing distinct activities with one objective of delivering a high efficiency machines to the customers. (Itami, Nishino, 2010) (Kodama, n.d.) Toyota is a car manufacturer based in Japan. To understand the business model of this company we shall consider the article by two professors namely Hiroyuki Itami and Kazumi Nishino in which they titled Killing Two Birds with One Stone. The two professors argue that a business model ought to have two elements, the business system and the profit model. Considering Toyota business model the company procures production of certain car parts from a few selected companies but still produces the same parts internally. What this does is that Toyota is able to learn the new developments as far as production of the parts is concerned. It is also able to draw comparisons with its internal production and make appropriate changes according to the findings the company draws from the two sets of production. This double production is what constitutes the element of business system which make Toyota come up with the sustainable profit model. From the lessons it draws using business system Toyota wil l always respond according to the consumer behaviour and that is why probably, it has been able to coin out this phrase The car in front of you is always a Toyota (Itami, Nishino, 2010) (Cumberlidge, 2007) The article which best explains the concept of business model as an activity based system according to me is Killing Two Birds with One Stone by Professor Hiroyuki Itami and Professor Kazumi Nishino. The reason for this finding is that the article points out that a good business model needs to have two elements, the business system and the profit model where the business system is the main concept of the business not the profit model. I find this to be the best model because as an entrepreneur you need to constantly learn by participating in all aspects of your business not simply procuring them out and forgetting about the new developments which may happen in the market concerning the procured service. In conclusion, future business models should lay emphasis on the business system and not the profit model. There is a temptation to focus more on the profit model because the company is getting monetary gains from this model but in essence it is the business system that makes the profit model breath life. The entrepreneur is able to learn and make adjustments that will make clients continue holding the products of the firm in high regard and thus purchase. If the entrepreneur doesnt study the market and make appropriate response the profit model will become obsolete with time and there will no or less sales as per the profit model. (Quaddus, Woodside, 2015) (Zott, Amit, Massa, n.d.) References Cumberlidge, M. (2007). Business Process Management with JBoss jBPM. Birmingham: Packt Publishing. Itami, H., Nishino, K. (2010). Killing Two Birds with One Stone. Long Range Planning, 43(2- 3), 364-369. https://dx.doi.org/10.1016/j.lrp.2009.07.007 Kodama, M. (2007). Knowledge innovation. Cheltenham: Edward Elgar. Kodama, M. (2010). Boundary management. Heidelberg: Springer. Kodama, M. Collaborative innovation. Quaddus, M., Woodside, A. (2015). Sustaining competitive advantage via business Intelligence, knowledge, management, and system dynamics. Bingley: Emerald. Zott, C., Amit, R., Massa, L. The Business Model: Recent Developments and Future Research. SSRN Electronic Journal. https://dx.doi.org/10.2139/ssrn.1674384

Biomechanics and Kinematics of the Jete free essay sample

This paper explores the body mechanics involved in all phases of the ballet leap, called the Jete. The paper describes kinesthesiology as a branch of physics dedicated to the physics involved in movement. It shows that several scientists of note contributed to this field including Aristotle, who applied geometry to the acts of walking, running and jumping. The paper describes that as a dancer moves across the stage force is transferred from one element to another. This paper explores the body mechanics involved in all phases of the ballet leap, called the jete. Table of contents Introduction Phases of the Jete? Analysis of the Muscles Involved Analysis of the Injuries Prone to the Movement The landing phase of the leap is by far the most dangerous. If the body is not positioned properly to absorb the impact, injuries could be extensive, particularly if they cause a fall. Every part of the body is at risk in a fall situation. We will write a custom essay sample on Biomechanics and Kinematics of the Jete? or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Injuries could be more severe involving broken bones, especially in the ankle and foot of the leading leg. If a fall is involved bruising could result.

rip essays

rip essays If you like books like The Firm or The Chamber then this is the book for you. It has a great mix of suspense, action and drama. Its about a young man named Rudy Baylor who had aspirations of breezing through law school, graduating, and having a rich and prosperous future waiting for him. But after graduating the company that had hired him as a student was forced into a merger and the new owners dont want to have anything to do with him. It looks as if the whole world is crashing down on him, except for one case, one chance to pull himself away from being just another sleazy lawyer taking garbage cases that fall like scraps from the corporate bigshots tables. Its an insurance dispute that has left a family broken and devastated and has also opened the door for a lawsuit, if only Rudy can find a licensed lawyer to file it for him. When he finally gets to court he finds himself face to face with Drummond, the leader of a big time corporate defense team. Hes thrown into a nightmar e of lies and cover-ups that have hung like a dark cloud over Great Benefits, the insurance company being sued. What started as a small dispute is quickly expanding into a million dollar legal war with the most trusted and respected insurance company in America. Its a case that puts Rudy in great danger, but if he wins he would be the most popular lawyer in America. I go to my apartment to load the last of my things into the car. The cleaning service was in yesterday so the house is temporarily without the smell of mildew. Its ready for Miss Birdie. I write Miss Birdie a long letter promising to call. Check the house once again and drive to a branch bank and close my savings account. A stack of 28 one hundred dollar bills has a nice feel to it, I hide it under the floor-mat. Its almost dark when I knock on the Blackss front door. Dot opens it, and almost smiles when she sees its me. The house is dark and qu ...

International Marketing Essay Example | Topics and Well Written Essays - 1000 words - 3

International Marketing - Essay Example Global marketing involves planning and executing the marketing efforts for pricing, supply and promotion of ideas, services or goods in multinational markets. The importance of global/international marketing: Macro level benefits in national perspective 1. Increase in national income 2. Efficiency 3. Employment generation 4. Increased linkages 5. Optimal utilization of resources 6. Educative effect 7. Promotes foreign direct investment 8. Stimulates competition 9. Technology sourcing Micro level effects of international business 1. Growth 2. Fighting 3. Increased efficiency 4. Sale economics 5. Innovation 6. Risk cover The three key elements of marketing with reference to tourism products are: 1. The Marketing Plan 2. Mix of the 4 Ps 3. Market segmentation The marketing plan is a significant aspect of global market as the firm will have to consider multi cultural, multi ethnic background customers, whose nature, attitude and needs and preferences vary drastically. In the case of tour ism industry, this aspect becomes highly relevant. Hence, the marketing plan will have tol focus on the target audience, seasons when influx is expected and tastes of customers of from different ethnic and cultural backgrounds. This plan will guide their marketing decisions and  assist them in allocating marketing resources such as  money and personnel time. The plan should include: 1. The overall business objectives--what you want to  accomplish. In tourism products, one should also consider the areas one wants to serve. 2. An assessment of the market environment--what factors  may affect your marketing efforts. The nature and attitude different types of customers. 3. A business/community profile--what resources are  available and what resources the incoming customers look for. 4. Market identification (segmentation)--the specific  groups or clientele most interested in your product. 5.   The marketing objectives for each segment. Mix of the 4Ps the increased attentio n to the application of marketing in the services sector, especially tourism, has brought into question what the key components or elements of a Marketing Mix are, or what they should be. If the elements chosen for a service are not comprehensive, there is a chance for the occurrence of a gap between the market requirement and the firm's marketing offer. This makes it appropriate to reconsider the traditional Marketing Mix of the 4Ps (Product, Price, Promotion and Place). The traditional mix has been derived from a much longer list of twelve variables designed by the Harvard School of Business. Over time, the concept had gained acceptance and the mix was adopted to capture the market. Tourism industry normally makes the mistake of considering all customers as the same. This needs to be avoided and specific model of product and services needs to be designed for each type of customers, depending on their culture, region, religion, preferences etc. For example,  it would be difficult to develop a campground that would  be equally attractive to recreational vehicle campers and  backpackers or promote a property to serve both  snow mobilers and nature oriented cross country skiers.   Question 2 -Discuss how the Calgary Model of Competitiveness can be used for tourism organizations and why is it very important to handle culture diversity when operating in the international market. Tourism has been one of the most emergent fields in the world. The use of latest technologies and