Impact of New Technology in Nursing Research Paper

Impact of New Technology in Nursing - Research Paper Example This technology identifies the mutations of genes that expose a person to the development of chronic illnesses (American Association for Cancer Research, 2012). Genetics also identifies the carrier status, and diagnose certain uteri conditions. The medical professionals encounter patients who visit health facilities requiring treatment with their genetic sequencing and genotyping at hand. The availability of genetic data empowers the patients, and enhances better health care. The challenge that the nursing fraternity face with the introduction of the genetic technology is the education (American Association for Cancer Research, 2012). Most of the nurses in the current nursing practice have little or no knowledge about the genomics and genetics, hence lacking the required competence for delivery of effective counseling and the discharge of knowledge to the relevant patients. Contrary to the above concerns, the technology of genetic sequencing and genotyping continues to improve the interventional medicine by improving the diagnostics of nursing. (American Association for Cancer Research, 2012) The introduction of more accurate but less invasive tools in the diagnosis and treatment of diseases has changed the nursing practice. The emergence of technologies that test the existence of heart disease, monitoring the amount of blood sugar and the use of magnets to treat depression has transformed the outlook of nursing (Kelland, 2012). The use of scanning technology to identify the hard and soft body tissues is extensively important in the elimination of exploratory surgeries that inflict pain on patients in the process of determining the genesis of an illness (Miliard, 2012). These scans also detect the spread of chronic diseases faster than the x ray imaging. Despite the medical advances that come with the more accurate diagnosis tools, the challenge that the nurses face is in the use of the

Natural resistance mechanisms to HIV-1 infection Essay

Natural resistance mechanisms to HIV-1 infection - Essay Example There is currently no vaccine or cure for AIDS or HIV. The only known method is avoiding exposure of the virus. However a treatment known as post-exposure prophylaxis is believed to reduce the risk of infection if begun directly after exposure. Current treatment of HIV infection consists of highly active anti-retroviral therapy (HAART). This refers to combined therapy with three or more drugs, usually two that target the reverse transcriptase and one that targets the viral protease. Kimball's biology pages. 7 Oct. 2004. 24 Feb. 2007 Natural resistance to HIV can be considered at two levels: resistance to becoming infected with the virus and resistance to the virus if the person is already infected. The mechanisms of natural resistance in both cases are: Apoptosis. Apoptosis is a programmed death of the cells in multi-cells organism. During the HIV infection apoptosis is the main mechanism by which infected and uninfected CD4+ lymphocytes are eliminated. However apoptosis as a natural resistant mechanism to HIV infection has not been explored so far. Genetic factor.

Advancement of video games Essay Example for Free

Advancement of video games Essay In this paper I will show and explain how the advancement of video games consoles has changed Humanity in more ways than one. I will show how the inventors started their Empires by selling plain, simple playing cards all the way to online gaming linked all around the world. How Nintendo and Atari started as two of the giants in the gaming world and then how Nintendo almost died out when Sega came out with their console. I will also explain how the video game mindset changed overtime and evolved into something worldwide. Hanafuda (President) was the name of the very first 52 deck set of playing cards sold by Fusajiro Yamauchi and his Nintendo Koppai. Fusajiro had a bigger plan and dream. This lead to the first Beam Gun made by Nintendo in 1969 (See PIC. 1) A new employee to the company by the name of Gunpei was told that he should â€Å"Do something new† for Nintendo as the Christmas season was swiftly approaching. Within a few short days, Gunpei introduced the Ultra Hand which was an arm toy. This sold a whopping 1. 2 million copies. (Unknown Author, 2011) The Beam Gun was an Opto-Electronics and was the first of its kind. This was the beginning of Video Game Consoles. (Moby Games, 1999-2012) Even though the Beam Gun was a major success, the official â€Å"Video Game Craze† would not kick off until 1975, when Nintendo signed a contract to work alongside Mitsubishi and produce the first known Cabinet Micro-Computers also known as Arcade Systems. (Moby Games, 1999-2012) Around this same time two friend’s names Nolan Bushnell and Ted Dabney would also create their own version of a coin-operated arcade cabinet with a space like theme and called it Computer Space. Both Bushnell and Dabney would become Co-Founders of the Atari Company, Nintendo’s first biggest competition. With all the success of Nintendo, a second known Video Arcade company would step up to challenge Nintendo in sales. This company was Atari Co. Atari’s first break-through was signing a deal with Sears Roebuck Co. and having their â€Å"Atari Pong† featured in Sears Roebuck’s catalog. (See Pic2) The Atari Pong went on to sell over 150,000 units. This set the way for Atari’s most known and most popular creation, The Atari 2600. (Unknown, 2011) The Atari 2600 was released just before the Christmas season of 1977 at $199. 99. The Atari 2600 was the first console that introduced Pac-Man and went on to sell well over 30 million units before being discontinued in 1992. While Atari had the 2600 with Pac-Man to play on it, this pair was pretty much the â€Å"match made in heaven† but Nintendo didn’t cross their hands and let Atari win over the industry they created. Nintendo introduced the NES (Nintendo Entertainment System, see PIC. 4) The NES was released in July of 1983 and featured classic games such as Zelda, Tetris, Donkey Kong and the most popular game of them all, Mario Bros. Nintendo showed to be the stronger of the two as the NES went on to sell over 61 million units before Nintendo discontinued the system with the release of the Super Nintendo which was a 16bit unit as to the NES which was an 8bit unit. These two companies would be the only two standing video game companies until Sega Genesis came out in the early 90’s and promised to give Nintendo a good challenge. Sega came out with a bigger marketing scheme and also, a much faster system. By this time, more than 800,000 Nintendo NES units were sold worldwide making it difficult for any company to come anywhere near Nintendo’s sales numbers and simultaneously get the consumer to spend another $150 on a new console that had faster graphics and more life-like sports games. Sega spent a lot of money marketing their Sega Genesis system by bashing on Nintendo’s graphics. Sega Genesis made several commercials and a slogan stating â€Å"Sega does what NintenDON’T† (here is a link to one of the commercials, http://www.youtube. com/watch? v=zlulSyBI2aY). By the early 2000’s Sega had developed a system that connected to the internet. This would be the beginning to a whole new gaming world. (Unknown, 2007) Sega invented the Sega Dreamcast which had the feature of being able to log online from your console. This was great at first until consumers noticed that the unit kept crashing and slowing down while online. This was never corrected by Sega which lead to the downfall of the Dream Cast system. Nintendo and Sega would stay at the forefront in the gaming industry until Sony decided to invest into the â€Å"Gamers world† creating the first ever Sony Playstation in 1994 (See PIC6). Sony had perfected what the Dreamcast lacked in and featured faster online game play and up to 4 jacks for 4 player gaming. Sony decided to release the Playstation 2(See PIC7). I personally remember this system because at the time of its release in November, 2000. I was working for Montgomery Wards. The night before it was scheduled to hit shelves nationwide, there was people camping outside to be the first to buy the Sony Playstation. I remember stopping and staring for a while as hundreds of people lined up with camp tents and blankets to keep them warm on a freezing cold Chicago night just to be the first to purchase this Sony sequel to a very successful Playstation system. The PS2 went on to sell well over 154 million systems worldwide making it the most popular gaming unit and taking the historic sales that the NES had produced from the 80’s and early 90’s. I highly doubt that Mr. Fusajiro Yamauchi would have ever thought that his company would go from selling plain old playing cards to a gaming world never thought possible. Lets forward to 2012. To this date there are three major consoles out in the market. The PS3 made by Sony playstation, the X-BOX 360 made by Microsoft and the Nintendo WII (See PIC8, 910). The features on these units are incredible. For example, the PS3 has an integrated blu-ray reader so you can play your blu-ray, DVD and CD’s on the PS3 console. Both the PS3 and X-Box 360 have online gaming where the player can actually login online and play a game with someone on the other side of the planet. There are headsets where you can listen and speak to other gamers from anywhere in the world. The PS3 and Nintendo WII have taken it one step further. On these two consoles you can now download Netflix and watch an unlimited number of movies straight from your console. In this essay I have shown and explained the advancements of video game consoles and how they changed Humanity in more ways than one. In my opinion the advancements of Game Consoles have been a perfect example on how we as people progress and improve over time. Anything we did 20 or 30 years ago cannot compare to what we have now. We can be talking about cars, buildings, computers, the way we communicated from mail to email to facebook and video gaming is no exception to these constant improvements and progress. PIC. 1 this was the Beam Gun created by Nintendo PIC. 2. This was the Atari Pong featured in Sears Roebuck Co. Catalog PIC. 3. Atari’s biggest creation, the 2600. PIC4. Nintendo’s NES system PIC5. Sega Genesis Console. PIC6. Sony Playstation PIC7. Sony Playstation 2 PIC8. Microsoft X-BOX 360 PIC9. Sony PS3 PIC10. Nintendo WII Video Game Consoles Annotated Bibliography Unknown Author, 2011). The History of Nijtendo: 1960-1970. http://www. snesclassics. com/history/nintendo. php This article explains a history on how Gunpei designed Nintendo’s first hand held video game and opened the door to a new concept for the Nintendo Company. Moby Games (1999-2012). The fall of Nintendo: Nintendo’s Beginnings. http://www. mobygames. com/featured_article/feature,15/section,129/ : This article provides information on the beginnings of what eventually would become the largest manufacturer of Video game consoles, Nintendo Co. It explains how Fusajiro Yamauchi, began the company in a small town in Japan. The company manufactured playing cards known as Hanafuda. This was a 52 deck set of Japanese playing cards. The article explains how the company evolved from playing cards to manufacturing a system called the Beam Gun Series which used opto-electronics in 1969. In 1975 Nintendo signed a contract with Mitsubishi to produce the first ever electronic video recorder (EVR). This evolved into the cabinet micro-computers also known as coin operated arcade games in the 1970’s and kicked off the arcade game craze. Unknown Author(2011). Video Computer System: Atari 2600. http://www. atarimuseum.com/videogames/consoles/2600menu/2600menu. htm : This article explains how Atari’s first home video game console, the Atari 2600 was developed and sold in 1977. The initial selling price was $199. 99 which was a lot of money back in the 70’s. IT also explains how a merger with Nintendo was about to happen until Ray Kassar, Atari’s CEO was let go. This made Nintendo change their mind and went on to produce their console solo. Unknown Author (2011). Atari Consoles: Atari Pong. http://www. atarimuseum. com/videogames/dedicated/homepong. html : The Atari Pong was very popular in bar scene during the early 70’s. Atari arcade engineer Bob Brown designed a home version of Pong and got Sears Roebuck Co. to add it into their catalog. Sears was hoping to sell 50,000 units by Christmas of 1977 and ended up moving 150,000 units. Unknown Author (2007). Sega Genesis: Where were you when the 1980’s were about to end? http://www. digitpress. com/systems/genesis. htm : This article is great because it explains how the feeling was around the time when Sega Genesis came into the market to give Nintendo a run for their money with the creation of Sonic the Hedgehog and slogans such as â€Å"Sega does what Nintendon’t†.

Sicked: The True Story of a Lost Childhood

Sicked: The True Story of a Lost Childhood Sickened by Julie Gregory â€Å"Oh, God, Jewelly, you are burning up, just burning up. I better call the squad. Grandma is serious, her face etched in worry and hovering inches from mine. Her fingers spread my eyelids apart, looking for signs that she can report to the hospital. Maybe I am feeling something in my tummy. Maybe I do have a fever. What does it feel like, Grandma? Am I sick, Grandma?† (18). This passage hints that early on Julie was abused by not only her mother, but her grandmother as well. Grandma Marge had given Julie a piece of candy and then convinced Julie that she was sick. From the line, â€Å"What does it feel like, Grandma?† the reader gathers that Julie does not know how she feels and only begins to feel sick after being told she is sick. Although Julie is only three, the event this passage describes is the beginning of her abuse. After reading this passage, I began to wonder if MBP was genetic. Julies grandmother displayed the same behaviors as did Julies mother. I also wondered if Julies mothers behaviors were initially in response to Grandma Marge telling her that Julie was sick. The similarities between Julies mother and grandmother means that MBP is either genetic or can be observed and repeated. However, later in the memoir, Julie proves that she will not follow her mothers behaviors and treat her children that way. â€Å"I look between both of them. What is a headache, exactly? Is it when my eyes hurt? Is it when Im dizzy on the bus? Im trying to guess, hoping its the right answer,† (26). This passage represents the struggles Julie must face at each doctors appointment in an effort to please her mother. Here, Julie does not even understand what a headache is. Throughout her story, she sights various occasions in which she does not understand what the doctors or her mother say. When Julie says she is trying to answer correctly, she must guess at what her mother wants to hear. Julie lies to doctors so her mother will not get upset. I can not imagine having to lie about my health and the fear Julie faces. If Julie tells the truth, her mother may return home yelling at her father. If Julie lies about her symptoms, she will be forced on medication she does not need which could make her ill. Julie is an innocent girl, and this passage causes the reader to empathize with Julie and wish to grab her hand and help her. â€Å"And Mom was always on the lookout for cruelty to animals. If we were driving along the highway and there was a black trash bag puffed up and knotted at the top, full of trash someoned thrown out their window, shed pull over and have me run out and check to make sure it wasnt full of kittens,† (58). This passage is ironic because Sandy is against animal cruelty, but does not realize how she abuses her own daughter. Sandy feels she needs to care for everything and make it well and healthy. With the animals, she would take them into her home, such as the farm dogs, and feed them. However, she would abuse them by breeding and selling their puppies for extra money. With Julie, Sandy would inflict symptoms of illnesses on her in order to take her to the hospital or doctors office and make her better. The irony of the situation is that Sandy does not realize her illness and continues to inflict pain on others, whether it is Julie, animals, or her future step children. â€Å"I pride myself on how little space I take up. I am going to shrink and shrink until I am a dry fall leaf, complete with a translucent spine and brittle veins, blowing away in a stiff wind, up, up, up into a crisp blue sky,† (63). This passage explains the emotional toll Julie has suffered from her mothers abuse. Julie wants to disappear into the sky and not be alive. I cannot imagine a girl at about the age of twelve wishing not to be alive. The imagery used in the passage is beautiful as well. Julie realizes how weak she is with brittle veins and a tiny body, yet she takes pride in it. I wonder if she takes pride in being small because then her mother can keep pretending she is sick or because the thinner she gets the closer to disappearing. This passage is Julie speaking of not only her physical state but her mental state as a result of her mothers abuse. â€Å"Lets get one thing straight, Sandy. He growls low. ‘Youre going to leave Daniel Joseph Gregory the Second alone from now on. Thats my boy in there, he cracks her wrist against the counter like rock candy, her cry twists my stomach, ‘and my boys just fine,† (78). This passage is important because it reveals that Julies dad knows that Sandy is hurting his daughter. I think that he realizes that it is too late to help Julie, but he still has a chance to save Danny. Although Dan Sr. is an aggressive father who often appears not to care about his children, I think by standing up for Dannys health he proves that he does care about his children as do all fathers. However, I think Dan beating Sandy will not stop her from abusing Danny. She has a disease that she cannot control, and all Dan really is doing is scaring Julie with her mothers screams and harming Sandy. â€Å"At last, Ill just take one medication that will fix everything. Ill have friends, be in sports, go to movies. Momll be happy; she wont have to stay at home or clean up after old men or foster kids. And Ill be a real kid and not miss school anymore,† (98). This passage discusses Julies feeling when she hears that the doctors finally know what is wrong with her. The passage reveals that Julie is far from numb of her illness and her mother. She says that she wants her mother to be happy. Throughout each doctor visit, Julie pretends to have symptoms in order for her mother to be happy. She must lie and suffer. Julie loves her mother because she does not realize the abuse she is receiving; she is so convinced that she is ill. Julie dreams of being normal, being able to do well in school and have friends. I pity her for not being allowed a real childhood because her mother is ill. Julie does not deserve it. This passage is heart breaking as well, because the reader knows that the treatment will not save Julie, and Julies hope will be crushed. â€Å"Well, honey, I just cant see my little girl go out there in a bathing suit and get laughed at. You got no tits, no hips, no ass, Sissy. You look terrible in a bathing suit. Kids are cruel, sweetie, theyll just make fun of you,† (154). This passage characterizes Julies father as loving yet harsh. Dan does not want Julie to be embarrassed and laughed at, however does not know how to deliver the message. He harshly criticizes her body, which cannot help Julies self esteem. I found the situation ironic as well. At first, when Dan took Julie into the bedroom, I thought he was going to molest her. Later, once Julie has a new job set up at the hospital, I think that maybe Dan was trying to help Julie get out. At the hospital, Julie was offered counseling and help. Throughout Julies story, the character of her father troubles me because he seems to want to help Julie yet is easily manipulated by Sandy. â€Å"I look in the largest mirror. Shes a natural beauty. Im a sickened beauty. Im beautiful, but with an inch-thick layer of sick covering me,† (201). This passage is Julies revelation and the beginning to her rebuilding. Julie realizes what she really looks like and how sick she is. She no longer prides her self in her lack of space. Julie sees that she is beautiful just hurt from the abuse of her mother. The house of mirrors will help Julie see herself become stronger and healthy. Julie is on her way to becoming a self sufficient woman and eventually be able to confront her mother about the pain she caused her. Book Analysis: â€Å"Munchausen by proxy may be the single most complex—and lethal—form of maltreatment known today,† (v). Julie Gregorys memoir, Sickened is a heart-wrenching story of a child affected by Munchausen by proxy and the deadly abuse she receives. Gregory does a spectacular job pulling an emotional response from the reader while granting the reader a complete understanding of MBP. With each paragraph and each situation Julie faces, the reader is more engaged into Julies character. Sickened is a true story, therefore the reader is more connected with the story. Through first person narrative, the reader gains Julies thoughts about her illnesses and understands how Julie is trained to believe she is sick, even when she is not. Julies feeling of wanting to please her mother and taking migraine medicine causes the reader to want to come into Julies life and save her. For example, when Julie is going to court to press charges against her parents, Julies father convinces her that she is being tricked and her parents are the ones pressing charges on Julie. One wants to tell Julie that he is lying, but Julie believes him and does not testify. When Julie finds the truth out, the reader wants to reach out and hug her. Julie is always so alone and leaves the reader helpless wanting to erase the pain Julie suffers. The doctor visits and recollections of her daily family life supply the reader with an understanding of how MBP affects the child and how the mother acts with MBP. Julies mother takes her to various doctors trying to convince each that Julie has a serious illness. Julie is often confused not understanding why she must be shaved or what a headache is. MBP is a terrible form of abuse which convinces children they are ill and leaves children unaware of how to take care of themselves. When Julie leaves home, she only knows to eat cake batter. Gregory retells her story supplying the reader with an appreciation of her strength and an understanding of MBP and the torture of Julies childhood. Sickened is a well written memoir which any reader would enjoy reading. The emotional responses from the reader cause the reader to continue to read Julies story in hope that she may get help and escape her mother. After finishing Sickened, words of Julies journey sink into ones head and the power of the story sets in. MBP is a powerful disorder and living with it creates a powerful story which all should hear.

Too close for comfort :: essays research papers

Too close for comfort Yet the similarity between these two stories raises some interesting questions about how we read Carver. That he is adored as few late-century American writers are is not news -- as Bloom points out there's almost a cult of Carver. Readers treasure not only his taut, bleak, deeply moving short stories but the legend of his life, as well: unhappy, alcoholic, stifled by frustrating poverty and saddled with the overwhelming responsibilities of teenage parenthood ("[My wife and I] didn't have any youth" he told Simpson), Carver's singular talent didn't have room to develop until relatively late. His eventual triumph over adversity, a story of late, spectacular blooming against all odds, has given him a rare hold on his readers' affection. Carver chronicled the lives of the lumpen proletariat and the demoralized white working class with a sensitivity and eye for detail unmatched in his contemporaries and, many would argue, his followers. He is commonly thought of as a truly Amer ican writer, perhaps stylistically indebted to Sherwood Anderson, Stephen Crane and Ernest Hemingway (he himself suggested the link to Hemingway in his book "Fires"), but in a sense sui generis -- a talented, sensitive soul who rose up out of the deadening laundromats and strip malls of the great, dreary American suburban wastelands and wrote beautiful, sad stories in clipped, stripped prose. The minimalism and domestic realism of his short stories made his work read very differently from the cerebral literary styling of his contemporaries, the university-ensnared postmodernists. But perhaps Carver's work wasn't as unfettered or as American (in his literary influences, at least) as all that. It seems that he read (and taught) the European modernists very carefully. Bloom says that, "Carver was a very literary writer and his work is full of echoes of other writers, some of them unintentional. He's a derivative writer -- vastly overrated." Or, as Tobias Wolff wrote , admiringly, in the introduction to "The Best American Short Stories of 1994:" The picture of Gabriel Conroy [in James Joyce's' "The Dead"] watching his wife Gretta on the staircase above him as she listens to a tragic ballad ... has become for me ... the very emblem of that final distance which a lifetime of domestic partnership can never overcome. I wonder if there isn't an echo of this image in Raymond Carver's "Will You Please Be Quiet, Please?" when Ralph, returning from a walk on his honeymoon, sees his bride, Marian, "leaning motionless on her arms over the ironwork balustrade of their rented casita .

Vladimir Lenin :: Vladimir Lenin Essays

Vladimir Lenin   Ã‚  Ã‚  Ã‚  Ã‚  Vladimir Ilich Lenin was born on May 4, 1870. In school, he was very bright, and enjoyed reading and writings of Goethe and Turgenev. Lenin’s father died of a cerebral hemorrhage and his brother was hung for plotting to assassinate Tsar Alexander III. Lenin was finally accepted to the Kazan University where he studied law. He was expelled, and later studied law on his own and passed the exam in first in a class of 124 people in 1891.   Ã‚  Ã‚  Ã‚  Ã‚  In 1895, Lenin traveled to Switzerland to meet like minded Social Democrats. He and Georgi Plekhanov argued over the means of bringing about change in Russia, and in tern led to the eventual split of the Social Democratic party into Mensheviks and Bolsheviks. Lenin was put in prison for fifteen months for obtaining illegal pamphlets. After he served his term, he was exiled to Siberia, and got married. They went back to Switzerland in 1900 and started his paper, the Iskra. Lenin made a deal with the Germans that he would take power and pull Russia out of the war. Lenin then came to power in October 1917.   Ã‚  Ã‚  Ã‚  Ã‚  In 1918, the Mensheviks fought the Bolsheviks, resulting in a Menshevik loss. Between 1919 to 1921, typhus destroyed Russia and killed over 27 million people! Vladimir Lenin began the New Economic Plan. This came about to revitalize the economy.   Ã‚  Ã‚  Ã‚  Ã‚  In May 1922, Lenin suffered from a stroke, and also received one less than a year later. He tried to prevent Stalin from succeeding him but could not do so, due to his cleverness. Lenin suffered one more stroke before he died with a cerebral hemorrhage, just like his father did, on January 21, 1924.   Ã‚  Ã‚  Ã‚  Ã‚  I am in favor of Lenin’s Bolsheviks, because I like the discipline and professionalism of a smaller group compared to a loosely organized mass party.

Ansoff Matrix Essay

1ï ¼Å½ What are the four product growth strategies according to the Ansoff matrix? Critically evaluate each of them with an appropriate example of each. Answer1: (1) Product strategies for growth: a useful way of looking at growth opportunities is offered by the Ansoff Matrix as it is a practical framework for thinking about how growth can be achieved through product strategy. It comprises four general approaches to sales growth: market penetration/expansion, product development, market development and diversification. Market penetration and expansion are strategies relating to growing exiting products in existing markets. Market penetration depends on winning competitors’ customers or buying competitors (thereby increasing market share). Defense of increased penetration may be through discouraging competitive entry. Market expansion may be through converting non-users to users or increasing usage rate. Although market share may not increase, sales growth is achieved through increasing market size. Product development is a strategy for developing new products for existing markets. It has three variants: extending existing product lines (brand extensions) to give current customers greater choice; product replacement (updates of old products); and innovation (developing fundamentally different products). Market development is a strategy for taking existing products and marketing them in new markets. This may be through the promotion of new uses of existing products to new customers, or the marketing of existing products to new market segments (e.g. overseas markets). Diversification (entry into new markets) is a strategy for developing new products for new markets. It is the most risky of the four growth strategies but also potentially the most rewarding. (2) For example: market penetration (Cadbury Schweppes did by increasing expenditure by 87 percent over a four-year period); market expansion (Kellogg’s has targeted lapsed breakfast cereal users who rediscover the pleasu re of eating cornflakes when feeding their children); product development (the development of the compact disc is an example); market development (Andy Thornton Ltd., an interior design business, successfully increased sales by entering Scandinavia and Germany, two geographic segments that provided new expansion opportunities for its services.); diversification (Sony’s move into 8 mm camcorders) Answer2: Ansoff Matrix ( can deal with new product) In order to increase sales volume, Ansoff matrix provides a framework, by combining present product and new product, present market and new market into 2*2 matrixes, which are market penetration or expansion, product development, market development and diversification. 1. Existing product + existing market. The strategies for this matrix are market penetration or expansion. For penetration, the most basic way is to win competitor’s customers. This may be achieved by more effective use of promotion (compared with competitors) or distribution, or by cutting prices. Increasing promotional expenditure is another method of winning competitors’ customers, as Cadbury did by increasing expenditure by 87 per cent over a four-year period. Another way to win competitors’ customer is to buy competitors. The biggest advantage of this method is to capture customers immediately. Moreover, buying other rivals can also gain their limited resources and advanced skills and expertise. However, it also has its disadvantages, such as high cost of capital and risk. In addition, in order to protect gained penetration, a company has to discourage new competitors to enter into market. Barriers can be created by cost advantages. For example, low labor cost. Highly differentiated products and high switching costs as well as displaying aggressive tendencies to retaliate play a role in repelling new entrants. As for expansion, there are two methods to boost sales. One is to convert non-user to user, another is to increase usage rate. For example, carnation entered the powdered coffee whitening market with coffee mate, a key success factor was its ability to persuade hitherto non-user of powdered whiteners to switch from milk. 2. New product + existing market. The strategy for this category is product development. It can be achieved by three ways. The first way is innovation. Both extend existing product lines for giving customers more choices and add new feature to trigger the trading up can increase sale volume. The second way is product replacement, which involves the replacement of old brands/models with new one. This is common in car industry and often involves an upgrading of the old model with a new replacement. The final one  is replacement of an old product with a fundamentally different one, often based on technology change. The development of CD is an example. 3ï ¼Å½ Existing product + new market. The strategy is market development, which entail promotions of existing product to a new market, or existing product to a new segment. For instance, nylon is marketed as a replacement of silk, but expanded into shirt, carpet and so on. For new segment, Andy Thornton Ltd. Successfully increased sales by entering Scandinavia and Germany, two geographic segments that provided new expansion opportunities for its services. 4ï ¼Å½ New product + new market. The strategy for it is entering into new markets (diversification). This is the most risky option, especially when the entry strategy is not based on the core competences. However, it can also be the most rewarding, as exemplified by Honda’s move from motorcycles to cars and Sony’s move into 8mm camcorders.