UK grocery market

UK grocery market ‘‘Co-Operative Foods Market Segmentation and Brand Positioning Grocery Market Overview Market Structure The Co-Operative Group The Co-operative Foods Segmentation Market Segmentation Consumer Market Segmentation Target Marketing Co-Ops Target Market Brand Positioning Marketing Mix (4Ps) Co-Ops Brand Positioning Co-Ops Brand Strategy 4 4 4 4 5 5 5 6 6 6 6 7 7 8 9 10 Executive Summary The Co-Operative group is in UK market for over 150 years and operates across the food, travel, funeral, pharmacy and banking and insurance sectors. It has 4.5 million members and around 5,300 retail outlets. This report provides an analysis and evaluation of the strategy adopted by Co-Op in order to target the consumers and market. It also explores the brand positioning of Co-Op in the grocery retail market in accordance with the consumer demands. In order to do this analysis market segmentation framework is used to separate the target market into groups and by keeping the Co-Ops ethical and fairtrade principles in mind. Brand positioning strategies adopted by the Co-Op food were identified by using the marketing mix framework (4Ps). It is found that Co-Op is having intense pressure from its rival Tesco and Sainsburys who are growing rapidly into the convenience retailing. Although Co-Ops profits are gone up as compared to recent years but there is still room for improvement. 1.0 Grocery Market Overview 1.1 Market Structure The UK grocery market is mainly dominated by the big fours who have acquired almost 64% of the market share and of which Tesco is holding the 30% of the market share (Mintel 2009) and it also shows the oligopolistic nature of the market. The grocery market players have divided their customers into two groups: primary shoppers and top-up shoppers , and according to Mintel (2009) the primary shopping is dominated by big fours (Tesco, Sainsburys, Asda and Morrisons) plus Waitrose who are sharing 80% of the market share. The UK is through its worst ever recession which has also affected the grocery retailers and lead to change their strategies. According to Keynote (2009) the ‘hard discount strategy was adopted by most retailers in last two years which was quite successful. Another strategy adopted by the supermarket retailers is to diversify their chains in rural areas in form of convenience stores in order to targets people who have a little access to supermarkets (Mintel 2009). 1.2 The Co-Operative Group This is UK base co-operative established in 1863 and it is quite diversified organization which mainly operates through its two divisions: trading and financial services. The Co-Operative group is well known for its ethical nature and fair trade principles which reflects within its organisation and differentiates it from its competitors. The Co-operative Group operates across the food, travel, funeral, pharmacy and banking and insurance sectors. It has 4.5 million members and around 5,300 retail outlets 1.3 The Co-Operative Foods The Co-OP food operated in UK through its 2223 food stores which can be found in two formats: convenience stores and small/ medium sized supermarkets (Data monitor 2008) The Co-Op food lies on the 5th place in grocery retail market with 8% shares, thanks to its merger with Somerfield in July 2008 (Mintel 2008). The Co-Op used to be the UKs largest grocery retailer in 1960s and through Somerfield acquisition it will be able gain this position again in neighbourhood market. According to the Telegraph (2009) Peter Marks, chief executive of the Co-op said that: ‘‘the move from the big four UK retailers Tesco, Asda, Sainsburysand Morrisons- to a big five including the Co-op will further boost competition for UK consumers. The Co-Op targets its consumers through its ethical and fare trade approach which is the main emphasis of the Co-Op group as stated above. The key strategy adopted by Co-Op is ‘be local act local but in recent years they are having intense competition from Tesco and Sainsburys who are extended their business in convenience sector and grow rapidly. 2.0 Segmentation According to Jobber (2004) the ways in which individuals and organisations with similar characteristics were put together that have significant implications for the determination of market strategy is called market segmentation. 2.1 Market Segmentation Each buyer can act as a potential separate market due to its unique demands and needs (Kotler 2005). It depends on companies to either follow this approach or not, companies can practise no segmentation (mass marketing), complete segmentation (micromarketing) or something in between (niche marketing) according to Kotler (2005) The Co-Op food is following the micromarketing approach rather mass marketing which has its own drawbacks. Kotler (2005) says that the micromarketing is a way of tailoring products to suit individuals according to their taste and needs. Through these criteria (Co-Op) it is targeting the local market by keeping them in convenient locations and addressing the key ethical issues. Although with the merger with Somerfield in July 2008 (Mintel 2008) they got some medium sized super market in their camp but the main focus is still the ‘c-store format. 2.2 Consumer Market Segmentation As Kotler (2005) stated that there is no single way to segment a consumer market. A marketer has to try different segmentation variable either alone or in combinations. These segments can be divided into four groups: * Behavioural Segmentation * Psychographic Segmentation * Geographic Segmentation * Demographic Segmentation The Co-Op is mainly targeting the behavioural and psychographic consumer segments. Through psychographic approach it is targeting the consumer on the basis of their social class, lifestyle as well as their personality through its ethical and organic food products. On the other hand through behavioural segmentation it is targeting peoples loyalty, their usage rate and attitude towards its product range. 3.0 Target Marketing Choosing a specific segment to serve in a market is called target marketing (Jobber 2004), also firms need to segment the market and target that segment in order to work effectively. 3.1 Co-Ops Target Market The segmentation strategy is been adopted by the Co-Op Food in order to remain competitive in the market. The Co-Ops target market is given below: * Neighbourhood market * Ethical market * Fair trade market * Top-up shoppers These above mentioned areas are the key segments targeted by the Co-Op, as it mainly operates in c-store format and it emphasis on providing fresh food products by targeting the local market and by keeping its ethical dilemma and fairtrade principles in mind. There is another important segment it targets is top-up shopping market, through this area Co-Op gets the opportunity to gain customer and introduce them to their ethical principles. 4.0 Brand Positioning 4.1 Marketing Mix (4Ps) The marketing mix model which is also known as 4Ps is used as a tool by marketer in order to implement the market strategy. The 4Ps are: * Product * Price * Place * Promotion Product: Co-Ops product offering is pretty simple, it has fairtrade products, organic products and also simply range which targets almost all segments of the market on the basis of quality and ethics. According to Mintel (2009) the most of the supermarkets have the good-better-best product range but Co-Op is so far concentrating on the better and best product range. Few of the key brand product offered by Co-Op are mentioned in table2. Price: At Co-Op the price is a big issue at Co-Op which can be expected at a convenience store but its their ethical stance which keeps the prices high too. But in order to remain competitive Co-Op offers range of discounted products and through its loyalty cards it gives an opportunity to get points against spending which can be used for further shopping at store. Place: This is the most important part of the strategy adopted by Co-Op through locating its stores at convenient and accessible places. As reported by Mintel (2009) the first criteria by C-store shopper is the location rather than price. Due to its convenient placement of stores Co-Op provides child friendly and time friendly environment right in the heart of community for its customers who find out of town shopping time consuming and stressful. Promotion: The current slogan by Co-Op is ‘Good with food. Other initiatives include the ‘Green dot scheme, highlighting healthy products. Mainly Co-Op promote its brands through local radio and TV and also by donating in local community projects 4.2 Co-Ops brand positioning According to Mintel (2009) the key rule followed by the Co-Op is getting into the market with bigger brand prospective which weve seen by the acquisition of Somerfield. Through this merger, Co-Ops gone bigger but still theyve opted to remain in the heart of local community by acting as local convenience store. And this message is conveyed by the Somerfields brand message ‘Britains favourite local grocer. 4.3 Co-Ops Brand Strategy The Co-operative Group has adopted strong brand strategy in order to sustain the market shares. As stated by Mintel (2009) its brands lie on the basis of * ethical credentials * environmental issues * local sourcing * Fairtrade. This is underlined by Mintels consumer research, with the Co-ops customers the most likely to buy locally sourced and Fairtrade items. In order to become a responsible retailer Co-Op launched it Ethical Food Policy which resulted because of good response from its 250,000 members. As result Co-op switched all of its premium meat products with RSPCA Freedom-food label (Mintel 2008). Simply value brand is also a replacement for every range and actually it is a Somerfield brand 5.0 Conclusion Although Co-Op operates through its large number of small stores by targeting different location and consumer groups but the average foot fall in some of stores is relatively less (Mintel 2008). As it is facing intense pressure from supermarkets in order keep the prices at a competitive level which is quite difficult as it is operating on such a large scale and operating cost are high. The main problem is that Co-Op is not seen as a shopping destination for majority of consumers and they treat it is as top-up store which nearby and available most of the time. A recent study by Mintel shows that only a significant percentage of people take ethical issues seriously while they shop. For them fairtrade and organic food are just another premium line on the shelf and the price factor restrict them from buying. Mintel (2009) shows an improvement in fairtrade sale but it seems organic products are struggling to keep up sales target during recession. It is clear that Co-Op is facing intense pressure from its rivals but it has improved a lot through merger and rebranding strategy. Its profits are record high as compared to last 10 years. More and more people are getting awareness of ethical approach adopted by Co-Op and it shows the significance of Co-operative food in the intense market environment. 6.0 References * Data Monitor (2008), Company Profile: Co-operative Group Limited, June 2008, London: Data Monitor. * Jobber, D. (2004), Principles and practice of marketing, 4th Edition, Berkshire: McGraw-Hill Education. * Hall, J. (2008), Co-op swoops on Somerfield in  £1.56bn deal, Telegraph.co.uk, 16th July. * Kotler, C. (2005), Principles of marketing, 5th Edition, Essex: Pearson Education Ltd. * Keynote (2009), Market review Food Catering, Jan 2009, 19th Edition, Keynote Publishing Ltd * Mintel (2008), Mintel market report- Food retailing, November 2008, London: Mintel. * Mintel (2009), Mintel market report- Convenience retailing, September 2009, London: Mintel. * Mintel (2009), Mintel market report- Food retailing, November 2009, London: Mintel. [http://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=395621/display/id=496165/display/id=496171#atom2] accessed 10/12/09 * Mintel (2009), Mintel market report- Food retailing, November 2009, London: Mintel. [http://academic.mintel.com/sinatra/oxygen_academic//display/id=395621/display/id=496166] accessed 05/12/2009

Brazil Economy Essay

1. What are some of the advantages that a strong Brazilian currency does for its population, and what are some of the challenges of having a strong currency relative to another currency? Global economic forces have served Brazil well in recent years. As a leading exporter of raw materials such as Soya and iron ore, the South American nation has benefited from the Chinese-fueled commodities boom. The instability in exchange rates between currencies creates difficulties for international trade and investment, for business planning, and for national economies, with impacts on prices and inflation. 2. Explain why the Brazilian government is concerned about its balance of trade with China? They are concerned because more Brazilians are buying in China now which could damage businesses in Brazil. Brazil remains a complicated place to do business for foreign-based companies. Challenges include a highly complex and expensive tax and labor environment, burdensome bureaucracy, costly credit, lingering corruption and deep social imbalances. 3. What does a higher external demand for goods and services in a country do for the standard of living of its citizens? This would help them have a better standard of living so that they are able to buy their own homes. 1. Explain the role of capitalism in the 100-year growth of Nederlander concerts. Individual industry growth differ from each other in many ways. Indeed, no two are exactly alike. Some industries are dominated by booms. After a short recession, there is a rapid recovery that leads to a prolonged boom. Over a 100-year life of such a cycle, there might be twenty years of recession and depression followed by eighty years of prosperity accompanied by lesser fluctuations. The Nederlander’s have managed to stay in business for over 100 years which shows that being a small business with a well grounded foundation could be the key to success. 2. Why is Nederlander able to charge higher prices for small theater performances when audiences could pay less at stadium concerts? Because the space has limited seating but big name entertainment they are able to monopolize off of the consumer by charging higher prices to see a big name  entertainer. As a consumer I would pay the higher prices so that I am able to be in a smaller concert environment in my opinion less people mean less problems. 3. Would you expect the current slump in the U.S economy to affect Nedelander’s ticket sales? Why or Why Not? I don’t think it would have any affect on ticket sales, because even though the economy is in a slump we still crave entertainment, and socialization therefore people would find the money to do something that they would enjoy.

Evolution of the Immune System

John Frelinger Dr. Travis Organic Evolution 30 April 2012 Evolution of the Immune System Animals are constantly bombarded by an immensely varied array of disease causing pathogens including bacteria, fungi, viruses and other parasites. The number of microbes living in the human body outnumber the actual human cells by a factor of 10, and for every single species of animal and plant on Earth, there are viruses that infect them. With the unrelenting threat of disease-causing pathogens all around us, and even within us, how can the constantly vulnerable organisms defend themselves?Evolution has provided an answer to this problem—the immune system. The immune system is a vastly complex orchestra of cells working together to help eliminate potentially harmful pathogens from the body. Some form of host defense is found in every multicellular organism, however there are myriad variations in the immune systems of different organisms. Vertebrates have evolved an acquired immune respons e, in which a specific immune system is activated to clear an infection that is initially controlled by a non-specific (innate) immune response.This highly adaptable system is important to the survival of vertebrate species. Surprisingly, however, 90% of animals (invertebrates) do not have this kind of response. Despite lacking a seemingly critical adaptation, invertebrates continue to survive and reproduce. Why does it appear necessary for vertebrates to have an acquired response in order to survive, but the more numerous invertebrate species do not? Research indicates that there is an evolutionary lineage of the immune system that stems from the split of invertebrates and vertebrates.Innate immunity, which is found in all animals, is assumed to be at the beginning of this evolutionary tree. After the diversification of species (vertebrates branching from invertebrates), mechanisms of immunity also diverged. In this paper I will first discuss the function of the innate immune syste m because of its older evolutionary history, followed by the adaptive immune response that evolved later in vertebrate lineages. I will then conclude by placing the development of the innate and adaptive immune system in an evolutionary context.Innate immunity is the first line of defense for an organism and is made up of elements that protect the organism from pathogens. Anatomical aspects such as skin act as an impermeable barrier to infectious pathogens. Chemical and biological factors, including anti-microbial peptides like defensins, are also used to inhibit bacterial growth and prevent colonization. Another immunological factor of the innate immune system are phagocytic cells (macrophages), which are cells that engulf and eliminate foreign pathogens.These cells operate using a variety of different and generalized receptors that recognize a broad range of molecular patterns expressed by pathogens that initiate phagocytosis. One such family of receptors, known as Toll-like Recep tors, recognizes common pathogen elements such as bacterial wall components or viral DNA sequences. This component is found in virtually every multicellular organism, ranging from sponges to humans (Muller and Muller 2003). Plants also express proteins that are very similar to toll-like receptors, indicating that this aspect of the innate immune system predates the divergence of plants and animals.The innate immune system is so valuable to an organism’s survival because it is always present and in many instances can prevent pathogen entry or replication. This, in turn, prevents a harmful infection from ever occurring inside the host. Although invertebrates do not have the acquired immune response, recent research has shown that their innate response is more complex than previously thought. Insects can activate their immune systems to remain in a higher state in order to prepare for a pathogen invasion.During bedbug mating, females are frequently injured in the process because males will stab a female to inject his sperm, infecting her with bacteria and exposing her to other potential infections. In response, females have evolved ways to enhance their immune system prior to mating in anticipation of pathogen invasion (Morrow and Arnqvist 2003). Bumblebees are capable of maintaining a heightened immune system in response to a prior pathogen invasion to aid in the prevention of future infections. Immunity such as this has been shown to pass down vertically to offspring, therefore increasing their fitness (Tyler et al. 006). Slugs have also evolved an interesting alternative response in the form of increased mutation rates of certain immune cell receptors, which allows their immune system to adapt to many foreign elements (Litman and Cooper 2007). While it is inherently different from the acquired immune response, this sensitive management of immune function was previously thought to be reserved as a characteristic of vertebrates and the adaptive immune res ponse. As vertebrates began to diverge and evolve from invertebrates, so too did the immune system.The new adaptive branch of the immune system originally conferred a new selective advantage for vertebrates because of its specificity and immense flexibility in recognizing new pathogens. The clonal selection theory, in which each lymphocyte clonally expresses a specific antigen receptor, can help explain how the immune system can express an extremely wide range of potential receptors capable of recognizing new pathogens. Lymphocytes are undifferentiated cells that ultimately become B-cells (Bone Marrow) or T-cells (Thymus) depending on where they migrate.B-cells possess a uniquely structured immunoglobulin molecule (antibodies exposed on outer surface) that recognizes and binds to a specific molecular counterpart. When a foreign antigen is bound to the antibody, it stimulates the replication of that specific B-cell with the aid of Helper T-cells, which enhance B-cell maturation. This process results in the clonal expansion of cells that recognize the original antigen and subsequent production of antibodies that help in the eradication of the pathogen. An important point of this process is that the pathogens select which lymphocytes expand.It also results in memory B-cells and T-cells that constitute a persistent immune memory for a particular antigen. This expanded pool of memory cells is activated upon a second exposure to the same pathogen, resulting in a much more rapid immune response to clear infection. Other types of T-cells are also produced during this process. For example, cytotoxic T-cells target and kill virally infected cells, while suppressor or regulatory T-cells are activated when the infectious pathogens are eliminated and signal the immune system to subside.Cells such as these also experience selective pressures–ones that react to self-tissue (and harm the host) would be selected against, while those that recognize pathogens would surviv e and replicate. The clonal selection theory addresses many aspects of vertebrate immunity, however, it does not explain all of the mysteries behind the variety of antibody generation. The sheer number of antibodies that can be produced and the finding that the acquired immune response can generate antibodies to manmade molecules that are not present in nature led scientists to explore how such diversity is generated.Research done by Susumu Tonegawa in the 1970’s indicated that B-cells have the ability to produce a huge number of antibodies due to a gene rearrangement process. B cells originally have many sets of gene segments (Variable, Diverse, and Joining) and over the course of its maturation reduce these segments to one of each type for the production of the antibody heavy chain. A similar process of gene rearrangement is involved for the production of the antibody light chain. The light chain and heavy chain proteins then assemble to form the complete antibody molecule that can specifically bind to an antigen.Two genes that are critical for this process to work are RAG1 and RAG2. These genes are known as recombination-activating genes and distinguish the vertebrate immune system from other lineages. These genes are critical to the process because they act as the excision and joining molecules that cut and knit back together the individual VDJ segments that make up the antibody. This results in the huge potential of diverse antibodies that can be produced—hundreds of millions of possible antibody types generated from a much smaller number of gene segments that can react with virtually any antigen.This sophisticated process may have originally been introduced by a mobile genetic element known as transposons. These transposable elements have the ability to excise themselves from one DNA sequence and incorporate themselves into another, very similar to the RAG1 and RAG2 gene functions. After the divergence of jawed and jawless vertebrates, a vi ral infection of the jawed lineage’s gametes may have introduced a transposon into their genome. (Thompson 1995). This may have provided the raw materials necessary to facilitate the development of adaptive immunity.The acquired response appears to have evolved from a single lineage because all vertebrates (excluding jawless fish) retain this RAG-mediated gene rearrangement system. The specificity of this kind of response may have been selected for because of its ability to recognize a diverse number of pathogens, but also because it could conserve more energy resources compared to the generalized defense of the innate response. The adaptive immune response is structured in such a way that it can respond to an almost infinite number of pathogens, while utilizing a relatively limited number of genes.Figure 1 illustrates a potential phylogeny based on some immune system adaptations previously discussed. Figure 1 (Reproduced from Litman and Cooper 2007). Although the vertebrate immune system is extremely adaptable to many potential threats, it is far from perfect. Epidemics such as the Bubonic Plague or the 1918 influenza killed millions of people. Similarly, when the Spanish colonized the New World, they also introduced pathogens that were devastating to the indigenous people.One of the major limitations of the acquired immune response is that it takes a relatively long time to respond after the initial exposure in order to be effective. This time is required because the lymphocytes must clonally expand before a pathogen can be eliminated. For example, in the case of the Native Americans, when they were exposed to the new pathogens, the infections spread to a portion of the population that was large enough to leave them unable to forage for food or to tend to the sick. As a result, it nearly wiped out the entire civilization.This limitation is significant as illustrated by these and many other historical epidemics. These difficulties have led scientists t o think more fully about the effectiveness of the vertebrate immune system. If the immune system has the potential to combat virtually any conceivable threat, why then can’t it always eliminate any potentially harmful pathogen? We also look to immune hypersensitivity and autoimmunity as potential drawbacks of the immune system, indicating further imperfections of the adaptation. When the immune system mistakenly targets self-tissue, it results in serious consequences for the organism.Concepts in evolutionary biology might help address these issues. In this context the immune system does not have to be inherently perfect by design because only some individuals of a population need to survive and reproduce for that lineage to continue. The variation introduced by the immune system generates the diversity necessary for a population to adapt to changing environmental pressures. As others have suggested, a zebra doesn’t have to outrun the lion, just the slowest member of th e herd (Hedrick 2004).The immune system is subjected to the same constraints as other characteristics in regards to natural selection. In this case even if a trait is not optimal, but helps the organism survive and reproduce, it will be selected for, regardless of any deleterious effects experienced post-reproduction. Many, but not all immunologists, believe the development of the adaptive immune system with gene rearrangement was a critical advance. It has been proposed that the development of the adaptive immune system was the â€Å"Big Bang† for the evolution of immune system (Travis 2009).This development might have also enabled the rapid expansion of vertebrates. Moreover, the idea that the adaptive immune system can generate receptors for molecules that are not yet present, makes it extremely flexible and has been called â€Å"forward thinking† (Travis 2009). Thus, while the immune system does not anticipate every change in organisms it is ready for them by const ructing a large repertoire of antigen specific receptors, which confers a big selective advantage. Others have suggested the adaptive immune system conserves resources, and thus is better than the innate system.In contrast, as noted earlier, invertebrates lack a fully functional adaptive immune system and are very successful. Moreover, others have argued that even if the immune system was an advantage, it was only temporary and short lived (Hedrick 2004). Another relevant issue deals with the concept of parasite and host co-evolution. This constant struggle is exemplified by a quote from Lewis Carroll’s â€Å"Through the Looking Glass†, â€Å"it takes all the running you can do, to keep in the same place†. This concept, originally introduced by Leigh Van Valen, has been termed the Red Queen hypothesis.According to this hypothesis, an improvement in fitness for one species will lead to a selective advantage for that species. However, since species are often coevo lving with one another, improvement in one species implies that it gains a competitive advantage over the other species, and thus has the potential to outcompete for shared resources. This means that fitness increase in one evolutionary system will tend to lead to fitness decrease in another system. The only way that a competing species can maintain its relative fitness is to improve on its own design.Although this theory was used to help explain the extinction of species and the evolution of sexual reproduction, it has been applied to many aspects of predator prey relationships including the development of the immune system. Because animals are constantly attacked by fast-adapting parasites, the host immune system cannot possibly gain an advantage over them. The evolution of the immune system is caused by the small advantages conferred as a result of variation in the recognition of pathogens.As suggested by Steven Hedrick, â€Å"by selecting for more elusive parasites, the immune system is ultimately the cause of its own necessity† (Hedrick 2004). Thus paradoxically, the immune system, since it places a strong selective pressure on pathogens and parasites, ultimately has become essential for vertebrates to survive. By placing selective pressure on parasites that can evolve much more rapidly than animals (due to their higher reproductive/mutation rate), it results in parasites that are increasingly more effective at infecting hosts of that species.In terms of the immune system, one strategy that parasites have developed is a means of altering their own antigens to become unrecognizable. In this way they escape the adaptive immune system by altering their structure. For example, trypanosomes can switch the major target antigen for antibodies, which they use as a strategy to extend the amount of time they reside in the host. This results in a more contagious host that will increase the spread of pathogens to new hosts (Stockdale et al. 2008).Similarly, be cause the HIV polymerase is very error prone with no proof reading mechanism, many mutations arise in the HIV proteins during its infection. While the adaptive immune system can make neutralizing antibodies, new variants arise that can no longer be recognized by the antibodies. These new variants have a selective advantage and escape, and thus the adaptive immune system  is always lagging behind. In terms of the host immune response, there is also an extremely high level  of polymorphism of major histocompatibility genes, which enable the population to respond to a wider array of antigens using T-cells.The benefit of this heterozygosity is that it allows the individual to respond to a wider variety of antigens. Moreover this diversity helps ensure that even though some individuals may perish, the particular pathogen will not be able to eliminate the entire population. Some infectious agents have even taken it a step further and evolved ways to utilize the host immune system to i ncrease their own fitness. For example, infections that result in pus filled cysts can be used to carry parasitic progeny and spread to new hosts when they burst.Even though this may help the host clear an infection, the pathogen can use this to increase its own fitness and infect more individuals. The Human Immunodeficiency Virus (HIV) utilizes the host immune system by initially infecting macrophages, and subsequently T-cells, which the virus uses as a reservoir for reproduction and as a means to spread to many different tissues in the body (Orenstein 2001). It also serves the virus to target immune cells for infection because crippling the host immune response akes it easier for the virus to spread throughout the body and eventually to new hosts (due to the higher viral load). In this light, it is possible that invertebrates did not evolve the adaptive immune response because they may have never needed it. By lacking the ability to develop a â€Å"memory† for a particular pathogen, those pathogens did not evolve anti-immune mechanisms to counter the host immune response. An immune memory could lead to more devious pathogens and result in a more harmful infection in the future.This could have been a better strategy for invertebrates as it may have prevented the co-evolution of more virulent pathogens (Hedrick 2004). The immune system has a long evolutionary history in multicellular organisms. The innate immune system is a critical adaptation that helped these organisms survive the onslaught of parasites and pathogens. Vertebrates possess an adaptive immune response that allowed for the recognition of an almost infinite number of pathogenic antigens, however, it appears to have become a one-way road with the coevolution of pathogens.Once this adaptive system appeared in the vertebrate lineage, there was no going back. Because of the immense flexibility of the adaptive immune response, it places huge selective pressures on pathogens to constantly evolve new mechanisms of infecting hosts. Thus in the context of evolution, even with the incredible versatility of the adaptive immune system, it is likely there can not be an ultimate solution to infection by parasites only a new, perhaps unstable, equilibrium. Works Cited Hedrick, S. (2004). The Acquired Immune System: A Vantage from Beneath.Immunity 21, 607-615. Litman, G. and Cooper, M. (2007). Why Study the Evolution of Immunity? Nature Immunology 8, 547-548. Morrow, E. H. , and Arnqvist, G. (2003). Costly traumatic insemination and a female counter-adaptation in bed bugs. Proceedings of the Royal SocietyB: Biological Sciences. 270: 2377–2381 Muller, W. and Muller, I. (2003). Origin of the Metazoan Immune System: Identification of the Molecules and Their Functions in Sponge. Integrative and Comparative Biology 43, 281-292. Orenstein, J. (2001). The Macrophage in HIV Infection.Immunobiol. 204, 598- 602. Stockdale, C. , Swiderski, M. , Barry D. , and Richard McCulloch (2008). A ntigenic Variation in Trypanosoma brucei: Joining the DOTs. PLoS Biol 6. Thompson, C. B. (1995). New insights into V(D)J recombination and its role in the evolution of the immune system. Immunity 3, 531–539. Travis, John. (2009). â€Å"On the Origin of the Immune System†. Sciencemag Vol. 329. Tyler, E. , Adams, S. , and Mallon, E. (2006), An Immune Response in the Bumblebee,Bombus terrestris leads to increased food consumption. BMC Physiology 6.

Ethnographic Reflection - 1281 Words

Raybeck describes several adventures and misadventures involving field research in his account of the year and a half he spent in Kelantan. He also discusses the understanding, humility and scars that these experiences may leave behind. Raybeck provides in-depth descriptions of Kelantanese society and culture. He addresses topics such as political structures, the status of women, kinship, linguistics, and economics. Additionally, he demonstrates for us how challenging yet rewarding anthropological fieldwork can be, and we see how he builds rapport in a research setting in order to ensure that the information he acquires is reliable. Two of the main techniques used by Raybeck were learning the language, and interviewing key informants.†¦show more content†¦In fact, this extra effort to blend in with and accept the Kelantanese way of life is what perhaps prevented Raybeck’s presence from having an impact on the culture he was studying. There are many instances throughout the ethnography when the writer appears to be going through culture shock, and the impact of the culture he is studying on him becomes evident. For instance, thed Kelantanese disregard and even contempt of the concept of privacy is something that takes him and his wife some getting used to. Similarly, the ethnographer is confused when their dressing in traditional garb is interpreted as him and his wife’s willingness to convert to Islam. There are other times through his stay when he is expected to take a stand on political and ethical matters, and he finds himself struggling to maintain neutrality yet not earn the contempt of the villagers. Raybeck encountered numerous ethical issues, including but not limited to prostitution, murder, and smuggling. As before, the writer tried his very best to adopt a neutral stand, and participate only minimally and if asked to by the parties involved. Raybeck quickly learns that one’s actions in such matters are what are used to gage one’s loyalty to a specific group or individual within the community. Aware of this impact, he tries to stay asShow MoreRelatedMy Reflection On My Ethnographic Study1153 Words   |  5 Pages For my ethnographic study I chose to interview my schoolmate about her language learning experiences which relate to her culture. The main focuses of this ethnographic study are to enhance the teaching quality and facilitate positive curriculum development through the interview. Last week I had an opportunity to interview a schoolmate of mine, a doctoral degree student who studies in TESOL program at Alliant International University. The name of my schoolmate called April and she is aRead MoreEthnographic Research Essay1404 Words   |  6 Pages Ethnographic research is the scientific description of specific human cultures, foreign to the ethnographer. Each ethnographer has his or her own way of conducting research and all of these different ideas can be transmitted and understood in a number of different ways. Because there is no one set idea of how an ethnographer should go about his or her research, conflicts arise. In Reflections on Fieldwork in Morocco, Paul Rabinow uses a story like process to discuss his experiences during his researchRead MoreB.A.T.A.M: An Ethnographic Film Produced by Johan Lindquist1163 Words   |  5 Pages â€Å"B.A.T.A.M† is an ethnographic film produced by Johan Lindquist. It presents stories of two women who liv e on the Indonesian island of Batam. Wati, one of the major participants of the interview is a young female factory worker. Another major participant, Dewi, who came from Java and used to work in an electronic factory, is currently working as a prostitute. The film primarily shows how the â€Å"multinational capitalism and migration interact in the shadowlands of globalization†. In my analysis, IRead MoreFilm Is The Tool And Ethnography903 Words   |  4 Pages â€Å"In ethnographic film, film is the tool and ethnography is the goal.†[2] The film is the bridge that engages the audience, connecting them to a foreign realm, whether it be on the academic or entertainment level. Ethnography is a way for viewers to understand not only the customs of foreign individuals and cultures, but to explore their own traditions as well. Through film, the director decides whether or not to appeal to a designated audience. In the interest of aesthetic perception, films areRead More Et hnography Essay1090 Words   |  5 PagesEthnography Works Cited Missing Reflexivity is a qualitative method of research that takes an ethnography one step further, displaying the personal thoughts and reflections of the anthropologist on his informants. Ethnographies generally take an outside or foreign perspective of a culture, like reading a text, and reflexivity introduces a new component of inside description. Here, the anthropologist may describe personal interactions and experiences with natives and use this inside informationRead MoreA Research Study On A Participant Observation Duncan ( 2004 )1327 Words   |  6 Pagesmaking claims to knowledge (Parks 1997). Also, Self-reflection serves as one of the major challenges in doing participant observation Duncan (2004). Autoethnographic investigation has not yet enjoyed the popularity, respect, and admiration of its ethnographic predecessors. With its use of self as a source of data, it has been criticized for being self-indulgent, introspective, and individualized (Holt 2003). 2.3 Ethnographic Background Ethnographic study started in the early 1900s with researchersRead MoreThe Perils And Privileges Of Auto Ethnography1141 Words   |  5 Pagesof this surprise she asks the provocative introspective question regarding that sometimes-unacknowledged razor’s edge we all walk: â€Å"I find myself wondering whether the appearance of greater respect for and equality with research subjects in the ethnographic approach masks a deeper, more dangerous form of exploitation† (22). I was uneasy with the realization that both feminism and critical anthropology make everything vulnerable in their insistence of intimate triangulation between researcher and participantRead MoreHow Linguistic Ethnographers Blommaert And. Borba Conceptualize Ethnographic Research?867 Words   |  4 Pageswe have seen how linguistic ethnographers Blommaert and Borba conceptualize ethnographic research in their two works, what function language had in the observed, situated interactions and how it was approached to further investigate larger frameworks. Besides the more technical aspects, we have seen that in both accounts, language plays a crucial role in the reproduction of inequality and some sociologic and ethnographic concepts, when applied to observation of linguistic forms, can help to graspRead MoreEssay about Ethnography1634 Words   |  7 Pagesindividuals that they are writing about. Furthermore, many of these authors assume that the individuals among whom they are living and studying exemplify the entire society as a whole. Ethnographers have used many different means of establishing their ethnographic authority. One such method is the use of reflexivity in the ethnography. Ethnographers such as Renato Rosaldo in his work Culture and Truth: The Remaking of Social Analysis and Bronislaw Malinowski in his work Argonauts of the Western Pacific assumeRead MoreCultural Study Of Anthropology Of Sports1493 Words   |  6 PagesThis chapter provides background information on the research topic. The study background are presented in this order: The first section covers a general overview of anthropology of sports. The second heading covers the ethnographic background. The third heading is of this chapter sheds light on autoethnographic study. The fourth heading is h abitus, with a sub-heading thus: the socio-cultural study of the body. The fifth heading is on nationalisation theories. The sixth heading is on globalisation