Emetic and anti-emetic drugs

Emetic and anti-emetic drugs The Necessity Humans are fundamentally animals, and in true Darwinian fashion, survival is key. The process of emesis, or vomiting, can often be regarded as a defensive mechanism adopted by humans and other animals. One example of this is using emesis to reverse the potentially deadly mistake of eating a poisonous substance. If the bodies natural defences failed to recognise the danger of the foreign toxin in the blood stream, it may be essential to induce emesis. Hence, a need for emetic drugs arose, drugs which would stimulate the bodys natural defences and promote vomiting. However, not all vomiting is a defensive reflex, such as motion sickness, or the nausea associated with pregnancy, both of which cause no biological threat to the existence of the human. The extreme emesis suffered by chemotherapy patients is another strong cause for drugs to allow control over the vomiting process, and so the necessity for anti-emetic drugs also arose. The Emetic Response The act of emesis is in fact a fairly complex one, requiring the co-ordination of the somatic respiratory and abdominal muscles, and the muscles of the gastrointestinal tract. Two sections of the medulla function to regulate the event of emesis, the chemoreceptor trigger zone (CTZ) and the vomiting centre. The CTZ is located in the area postrema, on the floor of the fourth ventricle of the brain, and is sensitive to chemical stimuli present in the plasma. Many drugs can be used to counteract substances working on the CTZ, reaching the area of the brain via the blood stream. The blood-brain barrier around the CTZ is permeable, allowing drugs to act directly on it. The vomiting centre is, however, used to co-ordinate the actual event of emesis, regulating the movement of smooth and striated muscle. The CTZ transmits signals to the vomiting centre when a stimuli acts upon the CTZ, causing the activation of the emetic reflex. Emetic Drugs As previously stated, sometimes emesis is a desirable process, such as in the event of swallowing a toxic substance. It is also, perhaps [a bit irishly], necessary to promote vomiting in the test for anti-emetic drugs. The main emetic drug that is used is Ipecacuanha, which contains two substance, emetine and cephaeline, which irritate the gastrointestinal tract to cause the patient to vomit. However, migranes and indigestion are common side effects Motion Sickness Emesis can be induced without any influence from foreign substances within the body. Motion sickness is a prime example of this, and has no biological significance on the existence of humans. In the process of motion sickness, the labyrinth in the vestibular apparatus of the ear is moved in a certain way. This relays a signal to the floor of the fourth ventricle, but the mechanism of movement of the signal to the CTZ is yet unknown. It has been hypothesised that the cerebellum may possibly act as a second relay centre, but as the CTZ only responds to chemicals in the plasma, the synaptic pulses from the relay centres could not act directly upon it. However, although the mechanism of motion sickness is not yet fully known, many drugs for motion sickness have been designed, antagonising the H1 and muscarinic receptors. H1-receptor antagonists Histamine H1 receptor antagonists can prevent emesis by competing with histamine on the H1-receptor sites. The precise mechanism of action is yet unknown, but it has been thought that the administered antihistamine competitively blocks the H1-receptors of the vestibular apparatus, reducing sensitivity, and can act directly on the gut, which, in turn, relieves the vomiting associated with motion sickness. Furthermore, first-generation H1-receptor antagonist may also block the chemoreceptor trigger zone, and act on the nucleus of the solitary tract (brainstem) by crossing the blood-brain barrier, preventing vomiting in the patient. However, this treatment is mainly effective if administered before the onset of emesis, though may manage to help control emesis once it has began. As can be seem from the chemical structure opposite, the general structure of H1-receptor antagonists can be portrayed simply. Many first-generation antihistamines cause drowsiness as a very common side effect, d ue to the anticholinergic properties of the drug. However, this anticholinergic property can also act as an anti-emetic, making the first-generation antihistamine drugs more effective. Muscarinic-receptor antagonists Muscarinic receptor antagonists. Good for prevention of motion sickness. scopolamine (Transderm-Scop) Para4: (working on stomach) muscarinic receptor antagonist Side effects, ways it works, problems, structures, point out where it acts, and how the structure makes it act in that way. Explain how the drug interferes with the normal emesis process. Muscarinic-receptor antagonists (Chapter 7) Hyoscine active against nausea and vomiting caused by the stimuli of the labyrinth (ear), and against substances which act on the stomach directly, but not against things which act on the CTZ. (same as H1) Hyoscine is best agent for prevention of motion sickness, but less useful once sickness occurs. Effect peaks after 1-2 hours after ingestion, can also be given transdermally (via the skin like a nicotine patch), and is usually put behind the ear. Unwanted side effects: drowsiness, dry mouth. (other side effects can include blurring vision and retention of urine, but dont normally occur at the doses given for anti-emetic effects) Reference List: Hawthorn, Jan. Understanding and Management of Nausea and Vomiting, Blackwell Science, 1st Edition, 1995 Rang and Dale Bartholow, Roberts. Ipecacuanha, A Practical Treatise on Materia Medica and Therapeutics, Appleton and Company, 1908

Lingnan University Student Canteen Imc Plan

MKT231 Advertising & IMC LNU Student Canteen discussion Student answers will vary and the following is a suggested framework: Targeting Benefits Sought: Needs States| Brand Offer| Personal/Brand Purpose| The rest place for Lingnan Ren: a global village where we are all equal and creativity rules Historical background: Shi Jianru, one of its former LNU students, unsuccessfully tried to assassinate the Viceroy of Guangdong and Guangxi. | Social/User Imagery| A friendly, youthful, energetic and comfortable setting.A safe haven for the free willed where everyone is equal. There is no deadline, no pulling ranks nor evaluations. No subjects are banned and only creativity rules. | Physiological/Functional attributes| Quick, convenient, economic and hygienic food and beverage services. A balanced mix of Asian and Western food items, authentic cuisines between HKD20-50 per head. | Multiple target groups should be identified. Three key target groups and their segmentation traits are discussed here using demographics, psychographics, relationship intensity and benefits sought:Student: Aged 18-24, limited affordability, prefer to spend money on experience and experimentation: e. g. hot items, travel, partying with friends. They are on the move all the time, plenty of hobby and interest but lack of time, patience and sleep. Food is a necessary routine and all they need is a temporary rest stop. Daily users. Most important user group in value and number, about 2000+. Teaching faculty and working staff: Aged 20+. Higher affordability. Comes in for lunch mainly, 12-2pm.Food is more than feeding hunger. Demand higher quality food and variety in choice. Daily users. Second largest user group in number, about 300+ and value. As they got more options and means to eat outside, their loyalty is lower. Residents living in the neighborhood/Visitors: Occasional users. Lacks loyalty. Not important group during the term but key opportunity during summer break. Lowest priority. Thus our d iscussion will focus on the student target group from now onwards. SWOT Analysis:Strength:Convenient location, Clean and CozyOctopus payment system, smart orderingFavorite place to meet your friendsGood value, $12-30 meals| Weakness:Limited choicesBad publicity due to unfriendly service| Opportunity:$6000 hand out from HK Gov'tStudents are experience driven: enjoy games ; promotionsStudents are keen on Mobile Apps. | Threat:Rising labor cost with min. wage| Positioning After considering the category drivers (low involvement, habitual repeat path driven by convenience and variety seeking), LNU unique product attributes, competitive landscape and student AIOs, the following positioning and perceptual map is created:Lingnan University Student Canteen is catering for Students who seek the quick, convenient, economic and hygienic food and beverage services with a friendly, clean, relaxing and comfortable setting because LNU canteen offers a balanced mix of Asian and Western food items, c ash free Octopus payment and Smart ordering system between HKD20-50 per head. It is better in value and more convenient over Fu Tai Chinese restaurant and Red Chamber cafe. Above all, it is a safe haven where everyone is equal. There is no deadline or evaluations.Your friend is here, your favorite music is in the air and your favorite dish is on the menu. Feel free to have a break! Perceptual Map IMC Objectives: Application of the SMART criteria and TFD framework against prioritized SWOT issues: – need to reinforce convenience and value proposition with friendly service – address need for variety with menu rotation driven by student inputs with exciting user imagery and brand purpose of LNU canteen – address bad publicity due to unfriendly service with value added promotion by proactive agenda settingInformational Achieve 95% awareness among all students on the new customer service offer i) no waiting in line pre-order service from 12:30-1:30pm with BBQ pork ric e ii) menu rotation three times per week iii) launch of tea break promotion via LNU student canteen facebook: free toast at 3:15pm for two drinks order within 30 days of launch of campaign. Attitudinal Achieve 80% customer satisfaction and My Favorite lunch place among daily student customers 6 months after the launch of campaign.Associate LNU canteen with the following attributes: FUN, Creative, Equal and student centered global village Behavioral Achieve growth of i) 15% in number of customers ii) 25% in afternoon tea break customers iii) 25% growth in average daily revenue among all LNU students by May 15, 2012. Strategies and Tactics As everything communicates, students are expected to deploy the four Rs of purposeful dialogue and four customer touch point concepts with the IMC strategies and tactics instead of grading students on creativity.The following discussions are for illustrative purpose than an exhaustive list. INTRINSICS/RECOURSE: Create easy access to duty manager to address performance issues with visible service pledge display at front service area. Proactive anticipation of student needs and wants by addressing variety seeking motive with menu rotation and reduce waiting in-line during lunch break at BBQ stand with pre-order service. COMPANY INITIATED/RESPECT: create promotions that add value to students – e. g. free finger sandwich for tea break of two and use of mobile media that student prefer.Examination period promotions: Buy one get one free coffee offer with meal box order. Active solicitation of student input to preference in menu items, music and promotion scheme through student suggestion scheme that reward constructive entries with prizes. Invite students to nominate most friendly canteen staff on monthly basis. Invite students to try new dishes of coming menu entries. Enhance meal experience with thematic promotions with special occasions: Valentine's Day, Birthdays, Anniversary celebration, Student society function and par ties etc.Example of promotion ideas: fund raising and food menu design competition for LNU societies. $10000 for the winning idea based on number of Facebook likes and purchases. Celebrate National days of different countries with special menu items and cater for the variety seeking needs. Invite student societies to stage creative or LNU event exhibits. Involve and engage real students on what they care and interested in. More research will be required. CUSTOMER INITIATED/RECOGNITION: facilitate student preference to give feedback with LNU student canteen FACEBOOK host page on anonymous basis.UNEXPECTED/RESPONSIVENESS: address negative publicity with concrete customer service pledge and put complaint into context with CAP. Message creative and Story Telling Format: As food and beverage items are largely low involvement, experience driven impulsive purchases. Demonstration in store and Emotional pitches are most effective. Media Strategies: Out of home and Interactive mobile phone m edia reflecting the student communication habits and mobile status. Examples of specific initiatives driven by rational and consistent target audience analysis will be rewarded with discretionary credits.Communication Mix: Priority should be focused on: Customer Service, Personal Selling and Packaging to reflect the service nature of QSR business and Habit/Repeat purchase pattern. On the other hand, Advertising, Promotion, Event Marketing, Publicity and Direct marketing will be critical for creating new consumption occasions with day parts beyond lunch and other special occasions like student party, society functions. Specific examples to illustrate these applications will be rewarded with discretionary credits.

The Impact of Internet on Society

The internet was thought of back in the early 1960’s as a way for scientist to share there theories, for other computer scientists to share there knowledge of the this new thing they have created. What we call the Internet today hasn’t always been called the Internet was first thought up to be a giant network. Leonard Klienrock at MIT published the very first â€Å"packet switching theory† in July 1961. Two men named Thomas Merrill, and Lawrence G. Roberts connected TX-2 computer in Mass. to the Q-32 in California, with a low speed dial-up telephone connection, in other words created the first â€Å"wide- area network†. Internet Society) From that point on the Internet was born. People all over the world were trying to get their hands in this new accomplishment and try to clam some of it for themselves. As time goes passed things are add to this network such as scientific studies, research papers of all kinds, people started to write programs to put on her e and let people talk to each other. Companies started to advertise on the Internet by making pop up adds. Companies even started to do business on the Internet. To this day the Internet is still growing.People are using the Internet to make a living, to talk to distant relatives, or even friends talking to each other. People use the Internet by shopping online, or by even selling things online. You can even find help organizations online. Email today is pretty much the Untied States Postal Service; you don’t need to buy stamps to mail somebody a letter. You can even send someone pictures, and movies over the Internet. All you need is an email address to send anyone an email. That brings me to my first good a bad point, all you need is an email address to email anyone something.You receive almost anything in an email; from receive viruses, hate mail, junk mail, and spam. Another good impact that the Internet has made on society is online auctions. One of the most recognizable online e-trade sites is Ebay. Ebay originated in 1995. Now you can find anything from nuts and blots to a 1999, BMW 3-Series. Ebay also represents stores that include Wal-Mart, Kmart, private dealers, car dealerships, and a lot of other stores. The company in the second quarter set a new net record or brings in 110 million dollars.It was 102% over the same period last year. (USA Today) This could also be very bad to the companies that are not with Ebay that are trying to make a living off of the net. Most individual businesses don’t have the money to have Internet sites. So if there is another company that sells almost the same items and they have the money to own their own web site then that can really hurt the other companies. The Internet also helps out special organizations that want to be recognized for what they do. But for some none profit organization that is very hard.It does cost quite a bit to run and host your own web site. As Curt LaBond puts it â€Å"It canâ⠂¬â„¢t only help build a stronger society, it can atomize it. † But the Internet can also put out bad publicity for these individual organizations. (LaBond) From when the Internet was introduced there has been many good things come about. There are also bad things that came from the Internet. Many people take the Internet for granite and miss the whole meaning of the Internet. People try to harm the Internet by putting viruses out there that will shut some ones computer down.

Piaget s Theory Of Child Development Essay - 1597 Words

Focusing on children’s development and developing a proper classroom and lesson plan well help you to properly prepare and help each student in your center. Throughout this paper we will summarize Piaget’s Stage Theory, identify and describe the developmental characteristics of the age group of 2-4 years old, design and describe the physical layout of facility or classroom that aligns with Piaget’s Stage Theory, and create an activity for each developmental domain. Jean Piaget is one of the pioneers to child development, he was an important factor in the growth, development and one of the most exciting research theorists in child development. A major force in child psychology, he studied both thought processes and how they change with age. He believed that children think in fundamentally different ways from adults.. Piaget’s belief is that all species inherit the basic tendency to organize their lives and adapt to the world that’s around them, no ma tter the age. Children develop schemas as a general way of thinking or interacting with ideas and objects in the environment. Children create and develop new schemas as they grow and experience new things. Piaget has identified four major stages of cognitive development which are: sensorimotor stage, preoperational stage, concrete operations, and formal operations. According to the text here are brief descriptions of each of Piaget’s stages: †¢ Sensorimotor stage (birth – 2 years old)–The child, through physical interaction withShow MoreRelatedPiaget s Theory On Child Development920 Words   |  4 PagesChildren are not simply small adults who are still growing; they learn differently and experience the world in a variation of ways that opposes adult reasoning. Piaget’s theory on child development asserts that there are four stages of cognitive development: sensorimotor, preoperational, concrete operational, and formal operational. Piaget also suggested that human thinking is arranged into schemes, â€Å"organized mental patterns that represent behaviors and actions† (Feldman, 2015, p. 17). These schemes areRead MorePiaget Of A Child s Brain Development Theory1057 Words   |  5 Pagesare constantly learning about new theories and expanding the knowledge on those that we already know, about the physical and mental development of Children. Through past and present theorists, we are shown whole new aspects of how a child develops to make up the being that they become. Through Piaget’s ‘Congnitive development theory’ we are shown the stages of a child’s brain development with a strong focus on the ages newborn – 11 years onwards. Piaget’s main theory is that children are able to constructRead MoreJean Piaget s Theory On Child Development2312 Words   |  10 PagesJean Piaget has introduced theories on child development from 1896-1980. He is the the most cited and most influential on cognitive development. Piaget is the foundation of current child developmental in psychology. His inspiration came from observing children’s as he even used his own. His development of the cognitive deployment focused on mental process, remembering, believing and reasoning. To help explain his theory, Piaget’s came up with Stage-bound cognitive development. â€Å"Stage-bound isRead MorePiaget s Theory Of Child Development1085 Wo rds   |  5 PagesTheories of Child Development Child development is the study of how a child’s behavior and thought processes affect their ability to develop at the proper rate. There are many factors to be considered when referring to the development of a child as children are so easily moldable. A child starts out with a blank slate and from then on their experiences, their social groups, parents, environment and so much more will take part in how they will develop. Two very influential people in psychology, SigmundRead MoreOutline the main similarities and differences between Piaget‚Äà ´s and Vygotsky‚Äà ´s explanations for cognitive development in children1702 Words   |  7 Pagesfor cognitive development in children. Piaget and Vygotsky were both, looking into the same period of cognitive development in infants and children and sharing the same basic concerns. Piaget (1896-1980) developing his theory slightly earlier than Vygotsky (1896-1934) who worked to show that there were certain flaws in Piaget s theory of genetic epistemology. Vogotsky and his social-cultural theory of cognitive development might be seen as the Soviet counterpart to Piaget s western individualistRead MoreJean Piaget And Vygotsky s Theory On Children s Cognitive Development1507 Words   |  7 Pagespsychologists, Jean Piaget and Lev Vygotsky, have shared their knowledge on children’s cognitive development. Both psychologists had their own vision of what stimulates and helps a child grow. Jean Piaget s theory was shaped through the thinking and understanding of how knowledge is built through a series of four stages; preoperational, sensorimotor, formal operational and concrete operational. He believed that the develo pment was with the child themselves. On the contrary, Lev Vygotsky s theory is shapedRead MorePiaget vs. Vygotsky1120 Words   |  5 PagesThe theory of cognitive development is defined as the development of the ability to think and reason. There are many theorists who have studied cognitive theories and the most famous is Jean Piaget. Cognitive development covers the physical and emotional stages of a child. The basic premise for cognitive development is to show the different stages of the development of a child so you can understand where the child might be in their development. Understanding cognitive development will betterRead MoreVygotsky And Vygotsky Theories Of Learning1257 Words   |  6 PagesTheories of learning In this essay, I will compare and contrast jean Piaget and lev Vygotsky theories of learning. First, I will discuss Piaget followed by Vygotsky then I will compare and contrast both theorists. Jean Piaget was a Swiss developmental psychologist and philosopher, he is known for his contribution to a theory of cognitive development. Piaget became interested in the reasons why children gave the wrong answers to questions that required logical thinking. He believed that these incorrectRead MoreVygotsky And Vygotsky : Early Childhood Development1683 Words   |  7 PagesRezzonico Piaget vs Vygotsky Early Childhood Development Lev Vygotsky and Jean Piaget are known in the educational world. Vygotsky and Piaget were developmental psychologists who had many of the same views and beliefs, but at the same time had opposing views. According to Jean Piaget â€Å"cognitive development was a repetitive reorganization of mental processes that derived from biological maturation in addition to environmental experiences’’ (McLeod, S. A. (2015). The child is able toRead MoreDiscuss Piagets theory of cognitive development1235 Words   |  5 Pagesï » ¿Discuss Piaget’s theory of Cognitive Development Cognitive Development can be defined as the development of thought processes. This includes thinking, concept understanding, problem solving, and decision making and remembering from childhood on to adulthood. There are two theories of Cognitive development that offer us two different ways of understanding it. The first is called Domain general. This theory states that one line of development determines all of the changes in a child’s