America Should Lower the Drinking Age Essay Example for Free

America Should Lower the Drinking Age Essay The National Minimum Drinking Age Act of 1984 prohibits States from allowing people under the age of 21 from purchasing or publicly possessing alcoholic beverages (Alcohol Policy Information System). Supporters of having 21 as the minimum drinking age point out that between 1982 and 2001, there was a 60% decrease in fatal alcohol-related crashes for drivers ages 16-17 and a 55% decrease among drivers aged 18-20 (Elder and Shults 169). However, while the number of traffic fatalities may have declined, the higher drinking age has also been associated with other problems, including an increase in binge drinking resulting in the death of a growing number of college students (Roan F-1). Instead of focusing almost exclusively on minimum age drinking laws for the reduction of alcohol-related traffic fatalities, law makers should look at the larger picture regarding alcohol use among young adults. If eighteen-year-olds are mature enough to choose whether or not to enlist in the military, then they are mature enough to be expected to be responsible with alcohol. The national minimum drinking age should be lowered to 18. The goal of minimum age drinking laws is to reduce the number of alcohol-related fatalities. As Elder and Shults pointed out, there has been a significant reduction in alcohol-related traffic fatalities since minimum drinking ages were raised to 21. Correlation, however, is not necessarily the same as causation. Other factors may have also contributed to the reduction in fatalities. The effects of improved drivers education, an increased public awareness of the effects of alcohol on driving, and stiffer penalties for all driving under the influence must also be considered. Elder and Shults also noted that among drivers age 21-24, there was a 41% decrease in alcohol-related traffic fatalities during this same period and that drivers over the age of 25 had a 39% decrease. Because these older drivers were not affected by the minimum age law, these reductions in traffic fatalities can only be attributed to education and law enforcement. Rather than promoting the responsible use of alcohol, minimum age laws actually have the opposite effect. Before drinking laws were put into place, the drinking behaviors of adolescents and young adults were controlled by family traditions, community expectations, peer groups, and self-restraint (Ford). While this system did not eliminate the problems of alcoholism and other alcohol-related complications, it did present alcohol as a normal part of the young adults environment. Minimum age drinking laws have attempted to remove alcohol from this environment. As a result, students are more likely to abuse alcohol when it is available. There has been a dramatic increase in binge drinking among college students (Courtney and Polich, 142). Concern for this problem led more than 100 college and university presidents to call for a new debate on lowering the drinking age (Roan). Finally, unenforceable minimum age laws undermine the credibility of law enforcement. The inability of young adults to purchase obtain alcohol legally means that students and other young adults who drink must resort to illegal activities in order to obtain alcohol. Yet despite these legal barriers, many students obtain alcohol with no legal consequences. As a result of this policy, students learn that laws can be circumvented and that law enforcement can be rather selective in choosing which laws will be enforced and which violations will be overlooked. Over time, students may apply this same belief to drug laws, driving laws, and other laws that they believe are not likely to be enforced. Enforcement of the law also places a burden on law enforcement agencies and prevents police from pursuing other illegal activities that are potentially more harmful to the community. Conclusion The National Minimum Age Drinking Act was signed into law in 1984. In many ways, the law reflects Americas political lurch to the right that occurred during the 1980s under President Ronald Reagan, the Moral Majority, and other socially conservative elements that were in power at the time. These groups knew that there were limits to their ability to legislate morality. Prohibition during the 1920s proved that outlawing alcohol would not work. They were, however, successful in passing the minimum age drinking law, a form of prohibition that was limited to people under 21. Minimum age drinking laws are an example of what happens when lawmakers try to legislate morality. By virtually any measure, the current minimum age laws are no more effective than Prohibition was during the 1920s. These laws, like the 18th Amendment, should be repealed. A better solution for Americas alcohol problem would be to educate young people about the responsible use of alcohol, including the potential risks that are associated with this drug and the penalties that people face when they abuse alcohol. This type of knowledge does not magically appear when someone turns 21, but is the result of a culture that gradually prepares the individual to accept the responsibilities of adulthood. Lowering the drinking age to 18, for example, would allow colleges to serve alcohol at official events where student drinking could be monitored and problems could be addressed before they result in a medical emergency. Eighteen-year-olds are old enough to vote, to marry, to enlist in the military, and to sign a legally binding contract. If they are old enough for those adult responsibilities, then they are old enough to decide whether or not they want to drink. Works Cited Alcohol Policy Information System. The 1984 National Minimum Drinking Age Act. National Institute on Alcohol Abuse and Alcoholism, U. S. Department of Health and Human Services. Online. Undated. 15 March 2009. http://alcoholpolicy. niaaa. nih. gov/index. asp? SEC=%7B9937ACFC-DB3A-4159-B068-A302CEEE0EDF%7DType=B_BASIC Courtney, Kelly, John Polich. Binge Drinking in Young Adults: Data, Definitions, and Determinants. Psychological Bulletin 135. 1 (2009): 142-156. Elder, RW and RA Shults. Involvement by Young Drivers in Fatal Alcohol-Related Motor-Vehicle Crashes – United States, 1982-2001. JAMA 23. 2(2003):169-170. 8 January 2003. 15 March 2009 http://jama. ama-assn. org/cgi/reprint/289/2/169 Ford, Gene. Why We Should Lower the Drinking Age to 19. Alcohol: Problems and Solutions. Sociology Department, State University of New York, Potsdam, NY. 2007. 15 March 2009. http://www2. potsdam. edu/hansondj/YouthIssues/1046348192. html Roan, Shari. A Lower Legal Drinking Age? Health Experts, College Presidents Debate. LA Times. 1 September 2008. 15 March 2009 http://articles. latimes. com/2008/sep/01/health/he-drinking1? s=gn=nm=Broadrd=www. google. comtnid=1sessid=d49a16c9fafce18046e3bd9ba60cef8d9fdf7a4fpgtp=articleeagi=page_type=articleexci=2008_09_01_health_he-drinking1pg=1

Essay --

Tyler Miller Communications Mrs. Seiler January 15, 2013 Harry Potter and the Sorcerer's Stone One dark night at Number 4, Privet Drive Albus Dumbledore, the head of a Hogwarts School of Witchcraft and Wizardry, meets Professor McGonagall, a teacher at Hogwarts, and Hagrid, the grounds keeper of Hogwarts, outside the Dursley home. Dumbledore tells McGonagall that Lord Voldemort, a dark wizard who was doing his best to plunge the world into darkness, has killed Mr. and Mrs. Potter and tried unsuccessfully to kill their baby son, Harry. Dumbledore leaves Harry with the only family he has the Dursleys, much to the dismay of Professor McGonagall and Hagrid, with an explanatory note in a basket in front of the Dursley home. Ten years later, the Dursley household is dominated by Dudley, the Dursleys’ son, who torments and bullies Harry. Mysterious letters begin arriving for Harry, from Professor Dumbledore. The letters begin to worry Mr. Dursley, who vainly tries to keep them from his nephew, but the letters keep arriving through literally every crack in the house. Finally, in a last ditch effort to keep the letters from reaching Harry, Mr. Dursley moves his family to a dark dismal shack in the middle of nowhere near the coast. On the eve of Harry’s eleventh birthday, Harry makes a wish and Hagrid bursts through the shack’s door and ,after giving Dudley a pig’s tail, whisks the eleven year old Harry away from his sadistic relatives. The next day, Hagrid takes Harry to London to shop for school supplies. First they go to the wizard bank, Gringotts. Followed by a shopping spree on Diagon Alley, where Harry buys his books, ingredients for potions, and, finally, a magic wand. A month later, Harry goes to the train station and catches hi... ...rised and makes him state what he sees. Harry, oddly enough, sees himself with the stone in his pocket, and at that same moment he actually feels it in his pocket. Harry tells Quirrell that he sees something else. Voldemort tells Quirrell that the boy is lying and requests to speak to Harry face to face. Voldemort ultimately, instructs Quirrell to kill Harry, but Quirrell is burned by contact with the boy. and his body begins to break down into dust. A struggle ensues and Harry passes out. When Harry awakens, he finds himself in the school’s hospital wing with Dumbledore. Dumbledore explains that he saved Harry from Quirrell just in time. He adds that he and Flamel have destroyed the stone, because they fear the stones powers are too great to exist any longer. The school year comes to an end, and Harry sadly must returns to the Dursley’s home till next year begins.

Doppler Effect

Doppler effect The Doppler effect, named after Christian Doppler, is the change in frequency and wavelength of a wave as perceived by an observer moving relative to the source of the waves. For waves that propagate in a wave medium, such as sound waves, the velocity of the observer and of the source are relative to the medium in which the waves are transmitted. The total Doppler effect may therefore result from motion of the source, motion of the observer, or motion of the medium. Each of these effects is analysed separately. For waves which do not require a medium, such as light or gravity in special relativity, only the relative difference in velocity between the observer and the source needs to be considered. [pic] [pic] A source of waves moving to the left. The frequency is higher on the left, and lower on the right. | | Doppler first proposed the effect in 1842 in the monograph Uber das farbige Licht der Doppelsterne und einige andere Gestirne des Himmels – Versuch einer das Bradleysche Theorem als integrierenden Teil in sich schliessender allgemeiner Theorie (On the coloured light of the binary refracted stars and other celestial bodies – Attempt of a more general theory including Bradley's theorem as an integral part). [1] The hypothesis was tested for sound waves by the Dutch scientist Christoph Hendrik Diederik Buys Ballot in 1845. He confirmed that the sound's pitch was higher as the sound source approached him, and lower as the sound source receded from him. Hippolyte Fizeau discovered independently the same phenomenon on electromagnetic waves in 1848 (in France, the effect is sometimes called â€Å"effet Doppler-Fizeau†). It is often overlooked that in Doppler's publications (and also Einstein's in his discussion of the Doppler effect) he explicitly acknowledges that his formulae are only approximate since he made several mathematical approximations in his derivation. Doppler's derivation is repeated more or less verbatim in most modern textbooks but often without the warning that the formulas are only valid in some (experimentally often seen) limits. In Britain, John Scott Russell made an experimental study of the Doppler effect. In 1848, Russell reported his study of the Doppler effect. (J. S. Russell, â€Å"On certain effects produced on sound by the rapid motion of the observer†, Brit. Assn. Rep. , vol. 18, p. 37 (1848). An English translation of Doppler's 1842 monograph can be found in the book by Alec Eden, â€Å"The search for Christian Doppler†, Springer-Verlag 1992. In this book, Eden felt doubtful regarding Doppler's conclusions on the colour of double stars, but he was convinced regarding Doppler's conclusions on sound. [pic] [pic] An illustration of the Doppler effect[2]. The relationship between observed frequency f' and emitted frequency f is given by: [pic] where pic]is the velocity of waves in the medium (in air at T degrees Celsius, this is 332(1 + T/273)1/2 m/s) [pic]is the velocity of the source (the object emitting the sound) Because we are using an inertial reference system, the velocity of an object moving towards the observer is considered as negative, so the detected frequency increases (This is because the source's velocity is in the denominator. ) Conversely, detected frequency decreases when the source moves away, and so the source's velocity is added when the motion is away. In the limit where the speed of the wave is much greater than the relative speed of the source and observer (this is often the case with electromagnetic waves, e. g. light), the relationship between observed frequency f? and emitted frequency f is given by: |Change in frequency |Observed frequency | |[pic] |[pic] | where [pic]is the transmitted frequency [pic]is the velocity of the transmitter relative to the receiver in meters per second: positive when moving towards one another, negative when moving away [pic]is the speed of wave (3? 08  m/s for electromagnetic waves travelling in air or a vacuum) [pic]is the wavelength of the transmitted wave subject to change. As mentioned previously, these two equations are only accurate to a first order approximation. However, they work reasonably well in the case considered by Doppler, i. e. when the speed between the source and receiver is slow relative to the speed of the waves involved and the distance between the source and receiver is l arge relative to the wavelength of the waves. If either of these two approximations are violated, the formulae are no longer accurate. Analysis It is important to realize that the frequency of the sounds that the source emits does not actually change. To understand what happens, consider the following analogy. Someone throws one ball every second in a man's direction. Assume that balls travel with constant velocity. If the thrower is stationary, the man will receive one ball every second. However, if the thrower is moving towards the man, he will receive balls more frequently because the balls will be less spaced out. The converse is true if the thrower is moving away from the man. So it is actually the wavelength which is affected; as a consequence, the perceived frequency is also affected. It may also be said that the velocity of the wave remains constant whereas wavelength changes; hence frequency also changes. If the moving source is emitting waves through a medium with an actual frequency f0, then an observer stationary relative to the medium detects waves with a frequency f given by [pic]which can be written as: [pic], here v is the speed of the waves in the medium and vs, r is the speed of the source with respect to the medium (positive if moving away from the observer, negative if moving towards the observer), radial to the observer. With a relatively slow moving source, vs, r is small in comparison to v and the equation approximates to [pic]. A similar analysis for a moving observer and a stationary source yields the observed frequency (the observer's velocity being represented as vo): [p ic], where the same convention applies  : vo is positive if the observer is moving way from the source, and negative if the observer is moving towards the source. These can be generalized into a single equation with both the source and receiver moving. However the limitations mentioned above still apply. When the more complicated exact equation is derived without using any approximations (just assuming that everything: source, receiver, and wave or signal are moving linearly) several interesting and perhaps surprising results are found. For example, as Lord Rayleigh noted in his classic book on sound, by properly moving it is possible to hear a symphony being played backwards. This is the so-called â€Å"time reversal effect† of the Doppler effect. Other interesting cases are that the Doppler effect is time dependent in general (thus we need to know not only the source and receivers' velocities, but also their positions at a given time) and also in some circumstances it is possible to receive two signals or waves from a source (or no signal at all). In addition there are more possibilities than just the receiver approaching the signal and the receiver receding from the signal. All these additional complications are for the classical—i. . , nonrelativistic Doppler effect. However, all these results also hold for the relativistic Doppler effect as well. The first attempt to extend Doppler's analysis to light waves was soon made by Fizeau. In fact, light waves do not require a medium to propagate and the correct understanding of the Doppler effect for light requires the use of the Special Theory of Relativity. See relativistic Doppler effect. Ap plications [pic] [pic] A stationary microphone records moving police sirens at different pitches depending on their relative direction. Everyday The siren on a passing emergency vehicle will start out higher than its stationary pitch, slide down as it passes, and continue lower than its stationary pitch as it recedes from the observer. Astronomer John Dobson explained the effect thus: â€Å"The reason the siren slides is because it doesn't hit you. † In other words, if the siren approached the observer directly, the pitch would remain constant (as vs, r is only the radial component) until the vehicle hit him, and then immediately jump to a new lower pitch. Because the vehicle passes by the observer, the radial velocity does not remain constant, but instead varies as a function of the angle between his line of sight and the siren's velocity: [pic] where vs is the velocity of the object (source of waves) with respect to the medium, and ? is the angle between the object's forward velocity and the line of sight from the object to the observer. Astronomy [pic] [pic] Redshift of spectral lines in the optical spectrum of a supercluster of distant galaxies (right), as compared to that of the Sun (left). The Doppler effect for electromagnetic waves such as light is of great use in astronomy and results in either a so-called redshift or blueshift. It has been used to measure the speed at which stars and galaxies are approaching or receding from us, that is, the radial velocity. This is used to detect if an apparently single star is, in reality, a close binary and even to measure the rotational speed of stars and galaxies. The use of the Doppler effect for light in astronomy depends on our knowledge that the spectra of stars are not continuous. They exhibit absorption lines at well defined frequencies that are correlated with the energies required to excite electrons in various elements from one level to another. The Doppler effect is recognizable in the fact that the absorption lines are not always at the frequencies that are obtained from the spectrum of a stationary light source. Since blue light has a higher frequency than red light, the spectral lines of an approaching astronomical light source exhibit a blueshift and those of a receding astronomical light source exhibit a redshift. Among the nearby stars, the largest radial velocities with respect to the Sun are +308 km/s (BD-15 °4041, also known as LHS 52, 81. 7 light-years away) and -260 km/s (Woolley 9722, also known as Wolf 1106 and LHS 64, 78. 2 light-years away). Positive radial velocity means the star is receding from the Sun, negative that it is approaching. Temperature measurement Another use of the Doppler effect, which is found mostly in astronomy, is the estimation of the temperature of a gas which is emitting a spectral line. Due to the thermal motion of the gas, each emitter can be slightly red or blue shifted, and the net effect is a broadening of the line. This line shape is called a Doppler profile and the width of the line is proportional to the square root of the temperature of the gas, allowing the Doppler-broadened line to be used to measure the temperature of the emitting gas. Radar Main article: Doppler radar The Doppler effect is also used in some forms of radar to measure the velocity of detected objects. A radar beam is fired at a moving target—a car, for example, as radar is often used by police to detect speeding motorists—as it approaches or recedes from the radar source. Each successive wave has to travel further to reach the car, before being reflected and re-detected near the source. As each wave has to move further, the gap between each wave increases, increasing the wavelength. In some situations, the radar beam is fired at the moving car as it approaches, in which case each successive wave travels a lesser distance, decreasing the wavelength. In either situation, calculations from the Doppler effect accurately determine the car's velocity. The proximity fuze which was developed during World War II also relies on Doppler radar. Medical imaging and blood flow measurement An echocardiogram can, within certain limits, produce accurate assessment of the direction of blood flow and the velocity of blood and cardiac tissue at any arbitrary point using the Doppler effect. One of the limitations is that the ultrasound beam should be as parallel to the blood flow as possible. Velocity measurements allow assessment of cardiac valve areas and function, any abnormal communications between the left and right side of the heart, any leaking of blood through the valves (valvular regurgitation), and calculation of the cardiac output. Contrast-enhanced ultrasound using gas-filled microbubble contrast media can be used to improve velocity or other flow-related medical measurements. Although â€Å"Doppler† has become synonymous with â€Å"velocity measurement† in medical imaging, in many cases it is not the frequency shift (Doppler shift) of the received signal that is measured, but the phase shift (when the received signal arrives). Velocity measurements of blood flow are also used in other fields of medical ultrasonography, such as obstetric ultrasonography and neurology. Velocity measurement of blood flow in arteries and veins based on Doppler effect is an effective tool for diagnosis of vascular problems like stenosis. [3] Flow measurement Instruments such as the laser Doppler velocimeter (LDV), and Acoustic Doppler Velocimeter (ADV) have been developed to measure velocities in a fluid flow. The LDV and ADV emit a light or acoustic beam, and measure the Doppler shift in wavelengths of reflections from particles moving with the flow. The actual flow is computed as a function of the water velocity and face. This technique allows non-intrusive flow measurements, at high precision and high frequency. Underwater acoustics In military applications the Doppler shift of a target is used to ascertain the speed of a submarine using both passive and active sonar systems. As a submarine passes by a passive sonobuoy, the stable frequencies undergo a Doppler shift, and the speed and range from the sonobuoy can be calculated. If the sonar system is mounted on a moving ship or an another submarine, then the relative velocity can be calculated.

Introduction Into American Politics An Understanding And...

Stephen Kress Professor Messmer Introduction into American Politics 30 November 2015 Political Reform After reading and researching through the websites provided I was able to gain more of an understanding and insight on political reform. When you hear the word â€Å"reform† we think of possibly, improvement, or of an amendment of what is mistaken, corrupt, and even potentially unacceptable. We want to improve the laws and agreement with prospects of the public. Throughout my research of political reform, I came across an article that is called, â€Å"No Labels Begins Its Journey†. This began in 2010. This article was rather interesting to me as a reader because of how we are trying to fix our nation, and that is exactly what we need to do. No Labels was a way of conducting our nation’s hindrance with the Beltway’s idea of business and a productive effort to change the way our country is doing things. This article wanted to focus on goals that are problem solving for our country as a whole. â€Å"No labels was the first organization to ca ll on our leaders to come together to focus on fixing America’s most pressing problems†. I liked that in this article D.C. was accepting different viewpoints from different people of different ethnicities, religion, liberals and conservatives. â€Å"No labels† was in fact something for people to share their thoughts of America’s strengths and their weaknesses. Moving into the upcoming years this article shows how our country was progressing. And problemsShow MoreRelatedA Long Link Of Barricaded Police Struggles1436 Words   |  6 Pagesexpansion in business associations. 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The Great Depression By Franklin D. Roosevelt - 1179 Words

The Great Depression is described as: â€Å"the deepest and longest-lasting economic downturn in the history of the Western industrialized world. In the United States, it began soon after the stock market crash of October 1929, which sent Wall Street into a panic and wiped out millions of investors.†1 This is known as an extremely dark time in the history of the world, as the economic system that was supposed to be a fair playing ground for the masses, showed the amount of damage it could have upon lives. The wealth was in the hands of a very few (not much has changed), and the rest of the world were left to fight over the breadcrumbs of the 1%. Whether it be a negative or positive remembrance, Franklin D. Roosevelt will forever be remembered for his efforts in creating the intricate and paragon shifting bill, The New Deal. This proposal was filled head to toe of different programs, reliefs, and actions all set to help the USA get out of the Great Depression. 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Health Care Cost Of The United States - 1564 Words

Health care cost The rising healthcare cost is an issue that affects many working class Americans. Experts have tried to come up with different ways to make health care more affordable and easily accessible to all. Despite all the efforts and even after the Affordable Care Act, there are still millions of Americans without health insurance coverage and therefore unable to access the necessary medical care. According to a 2015 report by the U.S Census Bureau, there are over 33 million uninsured Americans. (â€Å"Health Insurance Coverage in the United States: 2014 - p60-253.pdf,† n.d.) The Affordable Care Act has unquestionably made healthcare more accessible and reduced the number of uninsured Americans. However, there are still millions of†¦show more content†¦Most working class Americans get healthcare insurance through their employer and or purchase their coverage through a private insurance. What most of us don’t know is how the premiums we pay for our coverage are calcula ted. Cost of premiums area a direct reflection of the costs associated with our consumption of medical services. Cost of medical services includes doctor visits, hospital stays, and medical devices as our consumption of these services increase premiums also increase. (â€Å"America’s Health Insurance Plans - Premiums 101 – How Are Health Insurance Premiums Determined?,† n.d.) One of the causes for the rise in health care consumption is that fact that we are living longer. When people are living longer there is a higher cost associated with it and most of the healthcare cost is incurred towards the last few years of our life. As we get older and the aging process begins to set in and our body stops functioning like it used it. Daily activities such as getting dressed, going to the bathroom and such will be much harder to do with out the help of a family member or a caretaker. But the sad reality is most working families don’t have time to help out grandma or grandpa because they have to work two or three jobs to put food on the table and pay all the bills. So grandma and grandpa will end up in a retirement home, nursing home, or assisted living facility based on their need level. And costs for anyone of these

Sustainable Product & Service MarketGrowth Potential in Nz

Question: Describe about the Sustainable Product and Service Market And Its Growth Potential In New Zealand? Answer: Introduction Sustainable marketing is the practice in marketing whereby companies take the initiative to promote eco-friendly products and services. They commit not to exhaust the environment whether rural or urban (Seretny Seretny, 2012). It means that companies designing a product which can be universally used by all consumers for years without affecting the ecosystem (Gordon, Carrigan Hastings, 2011). In this of marketing a company tries to benefit from the greater significance that the consumers put on a particular product which is eco-friendly, so that the company can restructure their investment for the manufacturing of the same product (Blunck, Gillpatrick, Ashori Pantelic, n.d.). Forecasting Future of Sustainable Marketing We have one planet but we use our resources as if we have more than one. Many companies are changing their marketing strategies so that they can come up with eco-friendly products which does not harm the environment and have adverse effect on it (Barutcu Tomas, 2013). The future of sustainability in marketing depends on the consumers also as it depends on the companies. If the consumers change their tastes and preferences towards purchasing eco-friendly products, the environment gets saved (Arseculeratne Yazdanifard, 2013). Switching to these kinds of sustainable products gives the company an opportunity to create products which compensates the needs of the people very well without disturbing the ecology (Kelly, 2011). Companies now use green marketing strategy wherein a company develops a product which involves features that provides ecological balance. The future of our generations depends on us, if the present generation use product and services which are environmentally safe th an the future generations will not have to compromise. Many a time companies suffer from sustainability marketing myopia (Thomas, 1987). This happens when a company is unable to anticipate the customer needs and problems that will be faced by the environment by using a particular product. Sustainable marketing has now also become a part of corporate social responsibility in which products and services delivered to the consumers are environmentally safe, not harming the ecosystem (Micangeli et al., 2014). Many consumers not know about the sustainable products of a particular company, they often interrogate the intention of the company and their social responsibility (TWISS, 1984). For example, All Good started its business years back and is still in business because they use ingredients which are best for growers, best for the land on which they are grown and finally best for the end-user, i.e., the consumers. 1. Scope of the sustainable product and service market and its growth potential in New Zealand Eco-friendly product is one of the sustainable products in New Zealand. In this country greenery is one of the eco-friendly products. According to different study it has been found out that the customers are very much concerned about the production of agricultural food because it is about their health and well- being. It has been understood through the study of environmental sustainability that the vineyards of New Zealand plays an important role in the vine markets. According to the residents of New Zealand sustainable wine are much better than the normal wine found in the market. As there is a demand of sustainable wine in that market then the growth potential of the product is very high. In winter season New Zealand is one of the chilling countries and people living there take wine to keep them warm and not only that wine is one of the sophisticated drinks which people consume be it in their home or any party they are attending. So the growing rate of this product in this country is very high (Bhattacharya, Hildebrand Sen, n.d.). Labour and skill market is one of the important service markets in New Zealand. In this country skilled labours are giving much importance as there are many small and medium enterprises. Skills are in demand in this country because works like agriculture, construction, education, health and social service are very much done here. Country like New Zealand is a highly skilled country so people working in this country have to be highly skilled. Tourism is also one of the main export income and many people work in this sector. As this country is a skilled based country so when there is a downfall in the economy the workers engage themselves in other works. But when there is demand then there is a shortage of skilled workers but when there is no demand then these workers are ideal and they remain unused. Electricity department is also one of the popular sectors in New-Zealand. In this sector there are various departments like production, transference, delivery and retailing and people eng age themselves in these works. 2. Analyze a variety of frameworks for developing competitive advantage, examine key challenges in sustainable marketing, and evaluate the risks associated with sustainable marketing practices in an organization Competition means challenging against each other with the purpose of achieving of superiority from the other (Ghamari, n.d.). "Sustainable competitive advantage is the unique position that an organization develops in relation to competitors that allows it to outperform them consistently. A firm will achieve sustainable competitive advantage if it applies strategies which will use internal potency so that they response well to the environmental factors and simultaneously counterbalancing the external factors (Morrish Lee, 2011). A company can be sustainable with its products if it can improve its competencies and efficacy in the way its competitors cannot. For example, AECOM, a leading company in New Zealand uses the framework of challenging each group everyday so that work comes out better (Robertson, 1996). They make an effort to put together sustainability into all their projects and exploit their Sustainable Development Group to defy everyday ponder on New Zealands infrastructure and real estate projects as well as designing, landscape work and planning. The key challenges in sustainable marketing are population of the world has increased since last 50 years and with the consumption rate is also increasing (Papprill, 2006). With increased levels of production as well as consumption it is of great concern what will be the impact on the future generations. Making products which will be accepted by the consumers and also the environment is also a big challenge for the companies (Tahoori, Rosnah Norzima, 2014). Companies need to expand its sustainability issues which help in attracting and retaining new and old consumers respectively. The risks which are involved with sustainable marketing practice are: Operating Risk: When a company gets into making sustainable products or participates in bringing sustainability it uses up financial resources to bring a product or a service in the eyes of the consumers portraying it as big as possible from their competitors. Now if the consumers are not satisfied with the product than the company faces a loss in their sales, profitability and market share. Market Risk: Companies now are bringing in product with green label. Consumers are also getting inclined to the products which are eco-friendly but if these products comes in a reasonable price than the consumers stay in benefit. With increase in the prices of the eco-friendly product or services the consumers become cautious enough not to purchase the product or service. Thus the companies losses its share in the market disrupting its customer base. For example, Art Hotel Great Ponsoby is a small hotel in New Zealand which provides bed and breakfast in just two minutes walk to Ponsoby Road; they use all eco-friendly products for laundry, cleaning, guest amenities, etc., now if the cost of this service is slated high than Art Hotel might lose its consumer risking its market. Company Image Risk: A consumer sticks to a company for its image, and once it is ruined the consumer base is lost. When a company makes any change in its product it has to see its value in the market whether it is cost-effective or liked by the consumers. If the company fails to give consistency of eco-friendly products to the consumers it kills the image of the company. A consumers mind-set can change anytime which falls as a risk on the company and its image. 3. Examine the drivers for digital media, applications of digital media for sustainable marketing, and identify the dangers associated with digital media as a medium of communication Drivers for digital media: Pervasive Mobility Responsive Design: Now marketing has changed itself from traditional approach of seller-buyer being at once, and moving into the world information technology. Now consumers and sellers may not be in the same place while transactions but they can both be available when a product is being purchased online. Responsive design detects the consumers screen size and layout and helps the consumers accordingly while purchasing a product (Barutcu Tomas, 2013). Business Blogging: When a customer purchases a product online they have many questions in their mind. So a company to stay in competitive advantage should maintain a blog keeping its best employees who can answer the concerns of the consumers and also write details of the products increasing the knowledge of the consumers ('The fusion marketing bible: fuse traditional media, social media, and digital media to maximize marketing', 2013). Whether a product is eco-friendly or not if determined from the blog by the consumers it makes the company efficient gaining the trust and loyalty of the customers (Friesen, 2011). Google Authorship: Now with the help of Google+ the company executive, heads and other experts can publish their testimonials online, to make themselves known and recognized in the content areas so as to boost the benefits of search engine in the business. Inbound Marketing: Inbound marketing means to get recognized by the customers. The strategy is to bring all the above points together so that you can attain success. Applications of digital media for sustainable marketing: Advertising: A company can advertise through digital media about their products, so that the customers get knowledge of the same sitting at home. Transaction: Today in the world of technology customers are more comfortable with online transactions. So a company can sell their product online for the easy access of the customers. Promotion: Nowadays customers have become technologically advanced so the companies take up the initiative to promote the products or services digitally. Business Blog: A company can use digital media for writing about the product and services they are providing so that the customers get a firsthand knowledge about the product and about its authenticity. Dangers associated with digital media as a medium of communication: PR crisis: A public relations crisis can prove to be a danger for a company. If the company is found to falsify information about their products, if a smallest of small information is found to be wrong than the company will receive negative feedback. And risk its image (McDonagh, 1998). Selection of vendors: A company fully rely on it vendors in case of online transactions, if any one of the vendors is found to be offensive than the company may loss its business and also the loyalty of its customers (Kaul, 2012). Security Breaches: If the company does not have proper security tags on their pages it helps the hackers to hack into the companys page and mishandle the data. 4. Examine the ethical responsibility of sustainable marketing practices Sustainable marketing and social responsibility is the two sides of a same coin. Sustainable marketing does not only mean to develop or make products which are eco-friendly but it also means that the product should be channelized to the customers in an ethical way (Ferrell, Weaver, Taylor Jones, 1978). As the consumers today go for eco-friendly products, the company is accountable and should make sure that the products are goes through proper manufacturing process. Today along with earning profit and maximizing sales a companys objective is also to see the welfare of its customers because today marketing has left behind the concept of traditional marketing and moved to relationship based marketing. The company should take the initiative to address ethics to build a strong customer base. The products of the company should not affect the well being of the consumers and as well as the environment. 5. Segmentation methods to identify and target markets suitable for sustainable marketing Segmentation in sustainable marketing can be done in the following ways (Jaffe, Berger Jamieson, 1992): Personal Values: In this attribute the customers behavior and perceptions are examined in which the whether the customers want a full description of their product online or they want a face-to-face discussion of the product, whether a customer wants a different ingredient of the product, etc (Haustein Hunecke, 2013). Beliefs about sustainability: This attribute segments the people who believe that the product can be accepted economically and environmentally. It is also seen that if the customers want to change their lifestyle into sustainable living ('Segmenting for Sustainability: The Development of a Welsh Model to Engage the Public in Sustainability and Sustainability', 2015). Energy saving: In this attribute it was examined how much conscious the customers are towards sustaining the environment and energy. If using only sustainable products can be used by them or not (Seretny Seretny, 2012). Demographics: In this attribute the characteristics of the consumers can be seen whether they can afford the price of the product, who will be consuming the product, age of the consumer according to which the attributes of the product can be changed. The target markets for sustainable marketing are as follows (Dibb Simkin, 1991): Consumers who are aware of the sustainable issues and the products which are environmentally safe. Consumers who clearly and firmly believe in keeping in good health, healthy foods having a great level of responsibility for the ecosystem and social matters. Consumers who are concerned about local sustainability and consumption. Consumers who are concerned about environment and wants to be more concerned about it. Consumers who are parents and wants their children to consume the best of eco-friendly products and make them aware of the environmental issues and problems. Conclusion Sustainable marketing helps in restoring the environment by creating awareness by the companies in the minds of the people. There are many companies in New Zealand such as AECOM, Art Hotel, EERST, etc are working towards making a better place for the future generations to survive without compromising (Tansu Barker, 1987). It has been forecasted that the balance in environment can be brought by developing sustainable products and services keeping in mind the taste and preferences of the consumers. A company can have competitive advantage if switch to manufacturing sustainable products but there are several risks and challenges involved in it. If a consumer doesnt like a product it may create a negative image of the company and the firm may suffer financial losses losing its market share and also potential customer base. Digital media helps the sustainable product market in making a change. The consumers are now technologically advanced and they will always want to know about a particu lar product sitting at home, so the company makes most use of the digital media to bring a product to its customers. The company when using digital media as a tool for marketing should keep in mind the risks that come along with it. Sustainable products can be segmented in different segments of personal values, demographics, etc and are targeted towards people who really are concerned about themselves, the future generations and the ecosystem as well. For example, Environmental Education for Resource Sustainability Trust (EERST) educates on minimizing waste and saving the environment. They have helped in reducing carbon dioxide release through afforestation. They have Paper4trees in schools and preschools in which the New Zealands future generations are helping to create sustainable environment by adopting sustainable habits which they put into practice every day. References Arseculeratne, D., Yazdanifard, R. (2013). How Green Marketing Can Create a Sustainable Competitive Advantage for a Business. International Business Research, 7(1). doi:10.5539/ibr.v7n1p130 Barutcu, S., Tomas, M. (2013). Sustainable Social Media Marketing and Measuring Effectiveness of Social Media Marketing. Journal Of Internet Applications And Management, 4(1), 5-24. doi:10.5505/iuyd.2013.69188 Barutcu, S., Tomas, M. (2013). Sustainable Social Media Marketing and Measuring Effectiveness of Social Media Marketing. Journal Of Internet Applications And Management, 4(1), 5-24. doi:10.5505/iuyd.2013.69188 Bhattacharya, C., Hildebrand, D., Sen, S. Corporate Social Responsibility: A Corporate Marketing Perspective. 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Identifying target groups for environmentally sustainable transport: assessment of different segmentation approaches. Current Opinion In Environmental Sustainability, 5(2), 197-204. doi:10.1016/j.cosust.2013.04.009 Jaffe, L., Berger, P., Jamieson, L. (1992). Comprehension, positioning, segmentation and purchase probability. Omega, 20(1), 51-57. doi:10.1016/0305-0483(92)90055-c Kaul, V. (2012). The Pros and Cons of New Media and Media Freedom. J Mass Communicat Journalism, 02(05). doi:10.4172/2165-7912.1000114 Kelly, G. (2011). History and potential of renewable energy development in New Zealand. Renewable And Sustainable Energy Reviews, 15(5), 2501-2509. doi:10.1016/j.rser.2011.01.021 McDonagh, P. (1998). Towards a theory of Sustainable Communication in Risk Society: Relating issues of sustainability to marketing communications. Journal Of Marketing Management, 14(6), 591-622. doi:10.1362/026725798784867699 Micangeli, A., Naso, V., Michelangeli, E., Matrisciano, A., Farioli, F., Belfiore, N. (2014). Attitudes toward Sustainability and Green Economy Issues Related to Some Students Learning Their Characteristics: A Preliminary Study. Sustainability, 6(6), 3484-3503. doi:10.3390/su6063484 Morrish, S., Lee, C. (2011). Country of origin as a source of sustainable competitive advantage: the case for international higher education institutions in New Zealand. Journal Of Strategic Marketing, 19(6), 517-529. doi:10.1080/0965254x.2011.599497 Papprill, J. (2006). Building a sustainable urban future: An Auckland experience. New Zealand Geographer, 62(2), 152-154. doi:10.1111/j.1745-7939.2006.00037.x Robertson, W. (1996). Sustainable management and the market in New Zealand. Land Use Policy, 13(3), 213-215. doi:10.1016/0264-8377(96)00002-6 Segmenting for Sustainability: The Development of a Welsh Model to Engage the Public in Sustainability and Sustainability. (2015). WSA Working Paper Series, (01-2014), 3-28. Seretny, M., Seretny, A. (2012). Sustainable Marketing - a new Era in the Responsible Marketing Development. Foundations Of Management, 4(2). doi:10.2478/fman-2013-0011 Seretny, M., Seretny, A. (2012). Sustainable Marketing - a new Era in the Responsible Marketing Development. Foundations Of Management, 4(2). doi:10.2478/fman-2013-0011 Tahoori, G., Rosnah, M., Norzima, Z. (2014). Key Issues and Challenges of a Sustainable Closed Loop Supply Chain. AMM, 564, 684-688. doi:10.4028/www.scientific.net/amm.564.684 Tansu Barker, A. (1987). CONSUMERISM IN NEW ZEALAND. International Marketing Review, 4(3), 63-74. doi:10.1108/eb008337 The fusion marketing bible: fuse traditional media, social media, and digital media to maximize marketing. (2013). Choice Reviews Online, 50(10), 50-5695-50-5695. doi:10.5860/choice.50-5695 Thomas, R. (1987). Forecasting New Product Market Potential: Combining Multiple Methods. Journal Of Product Innovation Management, 4(2), 109-119. doi:10.1111/1540-5885.420109 TWISS, B. (1984). Forecasting market size and market growth rates for new products. Journal Of Product Innovation Management, 1(1), 19-29. doi:10.1016/s0737-6782(84)80039-9