The Saga of Kirke :: Classics

The Saga of Kirke. In various situations in the Kirke episode the themes of false paradise and loyalty are present. The Island of Kirke gives itself a false appearance of divinity. The goddess Kirke gives off a false appearance of enchantment and courtesy. Odysseus and his men convey the theme of loyalty throughout the episode of Kirke to each other. Odysseus shows loyalty not just to his men, but to his wife and his homeland as well. From the ship's arrival on the shore the island gives itself a false appearance of divinity. Odysseus narrates that an unseen god has lured them into the cove: "We came/ washed in our silent ship upon her shore/ and found a cove, a haven for a ship-/ some god, invisible, conned us in" (154-157). False appearance of divinity comes out on third day on the island of Kirke. On Odysseus's way back to the seashore from the observation rock he comes across a big buck, which he kills to feed his men. Odysseus perceives the buck as a gift from the gods: ", some god's compassion/ Set a big buck in motion to cross my path-/ So hands were washed to take what heaven sent us" (173-200). Kirke herself gives off a false appearance to the men. When the first group of Odysseus's men come to the house, they were enticed by the goddess's song: "In the entrance way they stayed to listen there:" (240-241). She shows the men that she is courteous by inviting the men in and giving them food and drink. The goddess works her magic on the men by giving them temptations to deal with. She gives them food to eat, and wine that she has laced with some sort of potion that causes the men to lose desire to go home. Kirke then turns the men into pigs. She uses false appearance as a courteous enchanting god the lure the men in. "/ to call them in./ While she prepared a meal of cheese and baley/ and amber honey mixed with Pramnian wine./ adding her own vile pinch,/ / all/ swinish now" (253-265). The men are not the only ones that have to deal with the deception of Kirke. She tries to deceive Odysseus with the same food and drink that she offered his men, but with the knowledge attained from Hermes he was able to out wit the goddess. When her first attempt fails she then tries flattery to dupe Odysseus into the bedroom to lie with her: " 'What a champion, of what country, can you be?/ We two shall mingle and make love upon our bed.

Broken Lives by Estelle Blackburn :: Character Analysis, Literary Analysis

The fourth Chapter of Estella Blackburn’s non fiction novel Broken lives â€Å"A Fathers Influence†, exposes readers to Eric Edgar Cooke and John Button’s time of adolescence. The chapter juxtaposes the two main characters too provide the reader with character analyses so later they may make judgment on the verdict. The chapter includes accounts of the crimes and punishments that Cooke contended with from 1948 to 1958. Cooke’s psychiatric assessment that he received during one of his first convictions and his life after conviction, marring Sally Lavin. It also exposes John Button’s crime of truancy, and his move from the UK to Australia. The chapter â€Å"A Fathers Influence† is constructed with several techniques including selection of detail, choice of language, characterization, structure and writers point of view to reveal Blackburn’s values of social acceptance, parenting, family love, and a father’s influence. Consequently revealing her attitude that a child’s upbringing and there parents influence alter the characterization of a child significantly. Blackburn’s choice of language is impetrative in positioning the reader to see Button as the Protagonist and Cooke as the antagonist. â€Å"The thirteen year old blinked and stammered when he tried to answer the magistrate’s questions about why he was wagging school†. The words â€Å"blinked and stammered† describing buttons actions encourage sympathy and an imagery of innocence. â€Å"But now he felt vengeful too. He wanted to spoil things a little for those happy people who didn’t suffer like he did†, the words â€Å"vengeful, and wanted to spoil† associated with Cooke’s thoughts, encourage a menacing, and revengeful imagery of Cooke.

Ethics Game & Reflective Journal Essay

This journal contains the reflection of the Ethics Game simulation assignment. The purpose of this paper is to describe the steps and process that I used to answer the ethical questions involved in two simulation games: The case of the troubled Teen and Policies and Politics. In addition I will also discuss how these concepts relate to my workplace. The case of the Troubled Teen: This case describes the case of an unmarried, 16 year old pregnant patient (RB) admitted to the labor and delivery, accompanied by her parents. Parents chose to limit medication citing personal reasons. The primary nurse (YN) is concerned that the situation may become critical for the patient and unborn baby. The nursing staff is also concerned that the parents may not understand the consequences of their action. The ethical issue in this case is how to ensure safe delivery of the baby and to provide adequate medical care to both mother and baby. The case of Policy and Politics: This case describes one of the ICU patients AT, who is unconscious for few days, was brought to the hospital by his domestic partner. YM, his partner was beside him in the ER but he was not allowed to be with the patient after transferring to ICU. The day supervisor CB prevented Yves from visiting AT. Her actions violated current hospital same sex domestic partner policy. The question her is if the rights of the patient and the significant others have been violated here. Decision making steps I used an organized process to make this ethical decision called the Baird Method, which consists of four steps. Step 1: Identify the issue in the ethical dilemma, and evaluate the evidence. I need to be attentive as to gather all data to determine which issue has to be resolved. Step 2: Identify the primary stakeholders. I have to be intelligent and identify the real issue in the case. Step 3: Use my knowledge, be reasonable, fair, and understand my duty, which focus on the equal rights and remember my role on the impact on stakeholders. Step 4: Develop a situation that has balance and meets the needs of all stakeholders and communicate the decision to everyone involved. Applying these steps to issue of the Troubled teen I gathered all the information from the patient’s chart, went over the care  plan, medical plan and received the bedside verbal report from the outgoing nurse. She was not given adequate pain medicine nor seen by the physician on call because she/he was attending an emergency elsewhere. The stakeholders in this situation are as follows: †¢RB, the patient †¢LB, RB’s unborn child †¢RB’s parents †¢Shift supervisor †¢YN, RN caring for RB †¢The Shareholders Applying these steps to the issue of Policy and Politics: First of all here, I have to identify the problem. There are two issues here. One is allowing the domestic partner to visit the patient and the second one is to make sure that the hospital staffs follow the policy of the hospital. The stakeholders are †¢AT, the ICU patient †¢YM, the domestic partner †¢Staff nurse, M †¢CB, the shift supervisor †¢AF, the director of nursing †¢The Shareholders Ethical Lens used that influenced decisions Lens used in Troubled Teen case: Using the rights and responsibility lens, I could identify my duties as to assure that the care of the pregnant teen is not compromised and for those who cannot speak for themselves. I want to ensure that there is a safe delivery of the mother and the baby is safe. Result lens considers focus on the results we want in our community and how it contributes to the greater good in our community and to greater number of people. I used the action that tilted towards sensibility because I honored the need in this situation to consider parental wishes and aftercare of mother and baby. In the first situation the rights and responsibility lens was first and foremost in my mind. My duty made me to assure that the care of the patient and her unborn baby was not in danger nor the care was compromised especially when someone can’t speak for themselves. I used the result lens to make the care plans and involve the parents in the care of  their child and grandchild with the help of chaplain. In the second situation, it focused on the system and allowed me to incorporate what is best for the system and community, however protecting the rights of both. Lens used in the Policies and Politics case: In this case the use of relationship lens and reputation lens was used. The relationship lens focuses on the processes that systems need an ethical organization. The ethical lens tries to protect the basic liberties of everyone and this situation the domestic partner is to be treated like any other person. However, the reputation lens focuses on assuring that the hospital protocols are consistently followed and in this situation the partner should be allowed to visit his other partner. How concepts relate to the workplace In my workplace I face difficult ethical decisions associated with patient care and the policies set forth by the care agencies. This simulation helped me to recognize my own personal values, such as equality, fairness, compassion, which influences my decision in various decisions. This game helped me to examine the decision making process when faced with the difficult situations and how to make the right decision during any dilemma. The process set up in our workplace might not be ethical one for that particular situation but in this scenarios they were not followed blindly, but the best option was picked to solve them. Identifying my personal values and gaining knowledge of the ethical lenses allowed me to minimize necessary conflict at work and deal directly with the situation. CONCLUSION Ethical issues at work place associated with the patient care can add stress and increased burden on the nurses. The ethical game simulation allowed me to identify the issues and guided me through a systematic approach to solve the dilemma. This exercise helped me to prepare for a situation which will help me to reduce stress and make a sound judgment. The lenses allowed me to gain knowledge and insight to solve the problems.

Explain the difference between rule

Explain the difference between rule, act and preference utilitarianism (25 marks) Utilitarianism is the ethical theory behind Justifying an action for being for the greater good. This is a teleological theory because it looks at the consequences of an action. Utilitarianism is a consequentialist theory. There are three types of utilitarianism: Act, Rule and Preference. Jeremy Bentham began the Utilitarianism theory. Utilitarianism is a hedonistic theory because it is based on pleasure and happiness. Each utilitarian has a different theory of Utilitarianism and this will be explained in my essay.First there was Jeremy Bentham the one to think of the Utilitarianism theory. Bentham was an act Utilitarian. Bentham was interested in the principle of utility, this is the theory of usefulness that suggests that an action is right if it brings the greatest happiness for the greatest number. He developed his ethical system based on ancient hedonism, which perused physical pleasure and avoided physical pain. Bentham believed that a moral act is one that maximises pleasure and minimises pain. From this Jeremy Bentham invented something called the ‘hedonic calculus' this was his way of measuring the good and bad of an action.Bentham said: the principle of utility aims to promote happiness, which is the supreme ethical value†¦ An act is right if it delivers more pleasure than pain and wrong if it brings about more pain than pleasure. ‘ To help people choose what would have the best possible consequence, Bentham provided a way of measuring it. This is the ‘hedonic calculus'. There are seven elements: the intensity of the pleasure; the duration of the pleasure; the certainty of the pleasure; the remoteness of the pleasure; the chance of succession of pleasures; the purity of the pleasure and lastly he extent of the pleasure.Bentham invented this to help people weigh up and measure how much pleasure an action will produce. Bentham was interested in the à ¢â‚¬Ëœgreatest good for the greatest number' and therefore his theory is quantitative. Bentham's view is described as Act Utilitarianism. Act Utilitarianism is Eudemonistic because actions are based on the happiness it brings; Consequentialist because the consequences an action will bring about and also Act Utilitarianism is measurable (by the hedonic calculus) and also quantitative because its based on the ‘greatest umber'.Act Utilitarianism is teleological because it aims to maximise the pleasure of the majority and has an end aim. Act Utilitarianism is also relative due to the fact that there is no notion of absolute right or wrong. On the other hand, Stuart Mill didn't agree with Bentham's Act Utilitarianism. Mill stressed that happiness was more important than pleasure. Mill said: ‘The Greatest promote happiness, wrong as they tend to produce the reverse of happiness'. Here Mill is suggesting that happiness is the importance when looking at a moral action. Something that Mill also criticised about Bentham's view was the quantitative emphasis.Mill thought that actions should be measured in a qualitative way instead of quantitative way. Mill was interested in the quality of the pleasure. Mill looked at intellectual pleasures such as reading poetry and not pleasures such as eating or having sex. To add, Mill thought about the difference between animal pleasure and human pleasure. He said: ‘ It is better to be a human being dissatisfied than a pig satisfied†¦ ‘ Furthermore, Mill suggested that in order to derive the principle of the greatest appiness for the greatest number we should have a principle of universality.Mill believed that we need moral rules to produce social order and Justice these rules should be followed universally. Mill was therefore seen as a Rule Utilitarian. Rule Utilitarianism is Consequentialist as is Act Utilitarianism; Rule Utilitarianism is Universalistic and also qualitative. Rule Utilitarianism is deont ological due to the fact that rules take priority. It is also relative because actions are based on the maximisation of pleasure for a particular society where the rules are used.Contrasting to Act and Rule Utilitarianism there is Preference Utilitarianism; this is the most recent form of Utilitarianism. R. M. Hare, Peter Singer and Richard Brandt all have different views though they are all Preference Utilitarianists. Preference Utilitarian's Judge moral actions according to whether they fit in with the preferences of the individuals involved. R. M Hare's approach argues that when making the decision on whether an action is right or wrong we must consider our own preferences and those of others. Hare said: ‘equal preferences count equally, whatever their content'.One problem is that sometimes people's preferences may clash therefore Hare suggested that we should ‘stand in someone else's shoes' and try to imagine what they would prefer. Hare thinks that people should tre at other with impartiality and he argues for universalisability. Peter Singer was also a Preference Utilitarian though he suggests that we should take the viewpoint of an impartial spectator. Singer said: ‘our own preferences cannot count any more than the preferences of others' and so, in acting morally, we should take account of all the people affected by our actions.

Drug Addiction Disease or Choice? Essay

Drug addiction, disease or choice, the National Institution of Drugs Association (NIDA) has determined Drug Addiction a chronic, relapsing brain disease while opposing views debate Drug Addiction as solely a choice controlled voluntarily? Drug addiction is now recognized as a chronic relapsing brain disease expressed in the form of compulsive behaviors. Hence, the estimated economic cost contributed to disease foundations is $181Billion a year? Could this be a loophole for obtaining funds and doesn’t this kind of money seem high to be contributed to a voluntarily poor decision? Weather you believe addiction to be a disease or a choice is to be seen. Many well respected professors and scientist claim addiction is a scapegoat behavior that has been incorrectly identified as a physical or mental illness, an addict is only a victim of bad science and misguided policy. NIDA has made ground-breaking discoveries about the brain and has revolutionized our understanding of drug abuse a nd drug addiction. Later to be defined is what the significant difference between abuse and addiction, which can ultimately change ones point of view. The following is a combination of research by medical institutions and well respected professional in the fields of science, along with two very interviews, with an ex drug addict turned counselor for a methadone treatment facility, an individual in active addiction, and a recovering addict. The experience, strength, and hopes of these professionals and the personal trauma had by each of these addicts is part of a message that should be heard by anyone ever touched by the disease of addiction in any way shape or form. Drug Addiction is a growing problem today and has caught the attention of many professionals these professionals have opposing views of the cause, some will say Drug addiction is a disease while others will claim it is a voluntary choice of poor decisions making. NIDA has determined that addiction is a disease. The big controversy is said to be in the difference of terminology. Before one can make the assessment weather addiction is a  disease or choice they must first understand the difference between addiction and abuse. What are the differences Between a Drug Abuser, and a Drug Addict? Many people assume that addiction is simply an overuse of drugs, and that the addict is just a drug user who chooses to use too much. But research has shown that addiction, unlike casual drug use, is no longer a matter of free choice. â€Å"Functionally you’ve moved into a different state, a state of compulsive drug use,† says Alan Leshner, Ph.D., director of the National Institute on Drug Abuse (NIDA). Drug use really isn’t a choice of morality. By interview with a counselor at a drug rehabilitation center â€Å"Drug addiction is a mental disorder with a physical allergy.† When an addict doesn’t use they become ill physically, muscles tighten, sweats and stomach pains, vomiting and many other flu like symptoms surface. Then the voice in the brain begins to talk to them and it is a vicious cycle of emotional stress. The abuser can use at parties and on special occasions. He or she ma y like to use when they chose, but if they do not use drugs they do not have a mental relapse or physical discomforts. When an addict puts down the drug they are not cured, they are only sober. For this reason many addicts must undergo either a 12 step program or have the support of a drug counselor. An abuser can stop using at any given time and never pick up again. The National Academy of Sciences’ Institute of Medicine, the American Psychiatric Association, and the American Medical Association all define this state of driven, compulsive use as the essence of addiction. Someone who abuses drugs may suffer negative consequences from using, as the addict does, but generally can and does stop when these consequences become too severe. The addict may be unable to stop, even after negative consequences, without medical and/or behavioral help. Says Steven Hyman, M.D., director of the National Institute of Mental Health, â€Å"An alcoholic taking a drink looks like anyone else engaged in that behavior, but what’s happening in his or her head is different.† He or she is in the grip of a powerful compulsion that may lead to a binge. (Firshein, Janet) Some have characterized addiction as a behavioral choice and can be controlled voluntarily. There is an interview with Gene M Heyman a professor at Harvard University, as the conversation around his ideas of addiction being  a voluntary decision and why anyone would want to volunteer to be an addict. Gene Hymens findings are and what they mean. The author argues what has been said about addiction in so many studies, â€Å"drug addiction is a Disease† this means it is not a choice. Heyman states it is simply an act of voluntary choice. While he does not pretend to be a policy expert, he does believe that treatment should consist of non-drug activities to lower the value of the â€Å"drug.† (Akst, Daniel) Heyman states, â€Å"In a most impressive display of brain technology, scientists have used scanning technologies to observe metabolic activity of the brain in action. In a typical demonstration, addicts are shown drug related videos that depict people handling crack pipes and needles. Brain scans capture the viewer’s reaction to these provocative ima ges and represent it as glowing Technicolor splotches of color that represent activation in drug sensitized brain regions. (Videos of neutral contact depict no such activity.)† Heyman goes on to make his claim that this proves that addiction is not a brain state it is a behavior. (Leshner) It’s not strange or unlikely that as soon as a person hears the word’s addiction, they are interpreted immediately as a negative and a stigma is automatically attached to the individual with the addiction. In the article called â€Å"Drug Addiction: A Brain disease?† I have found that there are studies that define â€Å"drug addiction, â€Å"as a compulsion to take drugs. There are many biological factors that are indications of â€Å"drug addiction† being a form of a mental disease do to the lack of control one has in their behavior. â€Å"Drug addiction† affects even the neurotransmitters that one uses to learn or for memory. The studies go on and on and do to the behavioral components there are some scientists and other professionals who seem hesitant to call â€Å"drug addiction† a brain disease. (Pietas’, Nicole) Some say it is a disease some say it’s a choice. None the less, he disease of addiction has become such the problem in the United States of America it is considered the most costly and damaging DISEASE by the National Institute of Drug Abuse. This kind of money being delegated for these drug addicts and alcoholics is alarming. If not a disease than what is it? The evidence and research has been done. The brain behaves differently in an addict. When one ingests drugs one of the changes is the rise in available levels of certain  neurotransmitters associated with feelings of pleasure. Key among these is dopamine; a naturally occurring neuro-transmitter that some scientists now think is implicated in most of the basic human experiences of pleasure. The pleasure of a kiss, a bowl of favorite ice cream, and a compliment may all be related to a rise in dopamine levels in the normal person’s brain. Drugs of abuse also boost dopamine levels. When a person takes a hit of crack cocaine or a drag on a cigarette the drug causes a spike in dopamine levels in the brain, and a rush of euphoria, or pleasure. While it’s not the only chemical involved in drug abuse, experts have come to believe that dopamine is the crucial one. The damage is truly done over time as neurotransmitters are not replaced pain and suffering becomes more real when drugs are not present. The cycle of addiction is so cruelly painful. How can one assume or argue that this is a choice? We would be claiming that 600,000 people currently addicted to heroin today are just gluttons for punishment. Is there a cure for this disease? Unfortunately, no cure up to date, but recovery is possible with persistence, guidance and reinforcement as learned in an interview with Charlotte Doe, an ex addict turned CDAC Certified Counselor of Drug and Alcohol addiction, at Spectrum Health, a methadone rehabilitation center. The question is how bad does one want recovery? When asked, what was her most challenging responsibility; her response was being able to know when someone wasn’t ready and knowing that any day could be their last. She explained how there is no one rule in how to counsel an addict it’s not found in a text book, and no two addicts are the same. Her best gift to offer is being able to identify with the addict from experience. Charlotte also believes strongly in that meetings and step work are incredibly important. Putting the drug down is only the beginning of a long road ahead. The experience strength and hope from a recovering addict and a drug treatment counselor is how this addict is giving back to society. The sad part is that some haven’t truly hit â€Å"rock bottom† and until they do, they will not be ready. Hence, the addict relapsing, this is a term of when an addict puts down the drugs for a period of time to endure recovery and has a setback. There is an active addict which we will call, John Doe, who I had the pleasure of speaking with who shared with me the pain and suffering he goes through. He has attempted recovery numerous times, but  just can’t seem to find a way to stay clean. He knows that when he is in recovery, for example inpatient, he can stay clean. The problem is once subjected to â€Å"life on lifes terms† its back to square one. He also admits that until his enablers, those who make his using possible, stop being providers than he will continue using. Again, hearing those words straight from the mouth of an addict one can agree that until an addict Hits â€Å"rock bottom† there may not be a chance for recovery. Charlotte said it best, an enabler is cheating the addict of his/her â€Å"Rock Bottom†. Tough love is the key in a situation like Johns. His enablers might need to take a step back and let John go through his process. Being addicted can’t be a very pleasurable habit. It’s costly, you have to answer to the drugs regularly, no vacation without them, no chance of separation from the substance while sick and suffering. You are no longer your own boss, the drugs are. Unfortunately for the addict people continue to think it’s primarily a moral and poor Choice caused by being a degenerate and having lack of willpower. As learned in the research addiction is a disease that Causes addicts to have no regard for consequences and to abandoned everyone and everything with no control. Addiction is a disease that causes changes in the brain, which then drive certain behaviors, taking the drug compulsively, but addicts can learn to change the behavior. We wouldn’t blame a person with a heart disease for having a heart attack. But we would guide them into better habits; a healthy diet, exercise, and making sure they are complying with medication. The same with an addict, we can blame them for being sick, but we should encourage and make them responsible for their recovery. The disease itself cannot be cured but can be treated. It’s been said that the public has little sympathy for addicts, but â€Å"whether you like the person or not, you’ve got to deal with their problem as an illness.† Given the views of the professionals and personally affected individuals has your opinion of addiction been altered? Akst, Daniel The 1eBoston Glob, August 9, 2009Akst Daniel www.Boston.com/ bostonglobe/ idea /articles/2009/08/09 Campbell, William G. Canadian Journal of Psychiatry, Nov2003, Vol. 48 Issue 10, p669- 674, 6p, 1 Chart; (AN 11539480) Falk,Daniel; Hsiao-Ye Yi; Susanne Hiller-Sturmhà ¶fel. Alcohol Research & Health, 2008, Vol. 31 Issue 2, p100-110, 11p, 4 Feske,Ulrike; Tarter, Ralph; Kirisci, Levent; Pilkonis, Paul. American Journal on Addictions, Mar2006, Vol. 15 Issue 2, p131-137, 7p, 1 Firshein, Janet, PBS Online Leshner Science 3 October 1997: 45 DOI:10.1126/science.278.5335.45, www.scienceAAAS.org the Addiction Is a Brain Disease, and It Matters Miriam-Webster, I. (2002). Merriam-Webster’s Third New International Dictionary Unabridged. Retrieved www.mwu.eb.com.ezproxy.apollolibrary.com/mwu Pietas, Nicole. Drug Addiction: A Brain Disease? Serendip Biology 1/17/08

The Cubist Movement and Les Demoiselles dAvignon Essay

The Cubist Movement and Les Demoiselles dAvignon - Essay Example The essay "The Cubist Movement and Les Demoiselles d’Avignon" investigates the role of Pablo Picasso in the context of cubism. His focus on emotions was a reaction to the perfectionism of the photograph and the machine age and a justification for the continuation of the art of painting as an art form. The approach they took was to portray the realism of the subject by breaking the established rules of art in order to explore images or reflections of pure emotion. Lyotard describes this process as an attempt â€Å"to make visible that there is something which can be conceived and which can neither be seen nor made visible†. This â€Å"something that can be conceived but not seen nor made visible† is often referred to as the sublime, a quality of transcendent greatness â€Å"with which nothing else can be compared and which is beyond all possibility of calculation, measurement or imitation†. The presence of this sublime element, then, inspires the imaginatio n in a specific direction based on which elements remain visible or understandable. Its significance is in the way in which it brings attention to the uncertainty of meaning inherent in the work, such that no resolution makes itself apparent and the viewer is forced to come to an understanding of his or her own. This establishes a communication between the art, the artist and the viewer that goes beyond the image on the canvas and remains individual for each viewer. For artists of the Modernism, to achieve this sublime element meant to throw away the training.

Presentation paper Essay Example | Topics and Well Written Essays - 750 words - 1

Presentation paper - Essay Example The company’s initial base of operations comprised of a basement of a Cadillac dealership. It needs to be mentioned that over the course of time, the company focused on the process of expanding its business operations. It can be said that the focus is largely on the lines of opening offices in various downtown locations. It needs to be mentioned that in order to keep the business model simple in the initial years, the company largely focused on the process of operating on the lines of the off airport locations. It can be said that in the year 1962, the company entered the daily market for rentals for the purpose of responding to the growing consumer demand. It needs to be mentioned that from the very early days, the company expanded its business operations by the process of opening offices in various neighbourhood locations. It can be said that the offices of the company in the multiple neighbourhood locations were operated through the process of providing high level of autono my to the highly entrepreneurial teams that are managing the respective locations. Strategy It needs to be mentioned that the company Enterprise Rent A Car is in the business of providing automobile services to the clients and customers. The company is a part of the US Automobile Rental industry and it is highly important to mention that there are multiple competitors of varying dimensions and strengths that exist in the particular sector. This automatically makes the auto rental sector largely competitive in nature. It needs to be mentioned that the company has adopted a string of strategies to attain growth in this particular sector. Firstly it needs to be mentioned that the company has focused on the process of targeting various market segments. As per the information provided in the passage, the company’s prime focus was originally the off airport and down town locations, where the needs of the masses was mainly to avail alternate and replacement vehicles in the case and event of unavailability of their own vehicles. Later, it can be said that the company focused on diversifying its operations in to airport locations. Also, as a part of the competitive growth strategy, the company focused on the process of entering different segments of the market by providing services related to carpooling, sales of high quality used automobiles, renting of trucks as well as operating on international locations. It also needs to be mentioned that in order to provide support to the customers, which was one of the key operational motto of the company, the company also used the strategy to operate and generate growth from the company’s locations related to selling of used cars and vehicles by tying up with various financial institutions. Score Card Talking on the issues of the factor of score card, it can be said that the focus is largely on the lines of providing auto rental services while providing high level of customer satisfaction to the users. It needs to be mentioned that one of the prime focus of the company’s values is to guarantee high level of customer satisfaction. It needs to be mentioned that the company attempted to measure the effectiveness of a recent delivered ad campaign. It is interesting to measure that while trying to gauge the effectiveness of the ad campaign, the focus is largely on the lines of assessing the satisfaction level provided by the customer service of the company. It was found that the experience of the customer serv