Starbucks Marketing Strategy Essay Example for Free

Starbucks Marketing Strategy Essay Starbucks developed an advantage over its competitors by engaging in partnerships with stores such as Safeway, Barnes Noble where they open cafes to serve their coffee and sell their products. They improved their brand awareness by licensing its brand name on different food products such as ice cream and bottled Frapuccinos 2. What were the principal drivers behind Starbucks’ success in the marketplace? What does the Starbucks brand mean to consumers? How have the growth opportunities pursued that Starbuck has pursued affected the value of its brand name? One of the drivers behind Starbucks’ success is their store locations. The company only open stores in centralized cities in highly visible regions. Stores are always spacious with room for customers to hang out and drink their coffee. They also have great merchandise items such as coffee beverages, whole bean coffee by the pound, pastries, sandwiches, etc†¦ A big part is Starbucks’ success is their employees. Their baristas are trained to customize each drink and to explain the origin of different coffees. There are treated like partners, and trained to provide the best customer service and to deal with customer complains on the spot. The Starbucks brand means consistency and predictability to consumers. It is a promise to great coffee and great experience. Starbucks’ extensive product line strategy of creating a variety of products beyond just coffee beans was a big growth opportunity, as well as their partnerships that allowed them to expand their brand by selling ready to drink coffee, flavored ice cream and branded coffee now in supermarkets. They also have joint venture agreements in 15 countries. 3. What are the major challenges facing Starbucks as it goes global? Is the brand advantage sustainable going forward? Can Starbucks defend its position against other specialty coffee retailers? Competition is always a challenge when expanding a business overseas, as well as their lack of experience in the international market. Global expansion also means being operated by local partners and therefore making less money. However, I do believe their brand is sustainable. Starbucks is the market pioneer, which gives them major advantage against their competitors. To defend their position, Starbucks should never impose their western preferences in their international markets and continue to adapt their products to the local markets.

The Method Of Ibs And Conventional System Construction Essay

The Method Of Ibs And Conventional System Construction Essay Labour productivity comparison between structural building systems showing that the number of trades for each building system was highly labour intensive because it consisted of four major operations, namely the erection of scaffolding and formwork, installation of reverse, casting of concrete and dismantling of scaffolding and formwork. On the other hand, the IBS required fewer construction operations. For instance, the cast in-situ tunnel form system did not require scaffolding to support the slab while the precast concrete system was pre-assembly in the factory, hence reducing on site labour input. crew size comparison between structural building system; Crew size comparison between structural building systems showing that the conventional building system was significantly different from the IBS. However, no significant difference was found between building systems in IBS. Hence, they were grouped into homogeneous subset . on average, IBS required a crew size of 22 people while the conventional building system required a crew size of 14 people. These crew sizes were further broken down into carpenter, precast panel erector, steel form erector, bartender, concrete and crane operator. In term of percentage, the conventional building system require d 7% more than size of the IBS. this was because the conventional building system required more construction trades than the IBS. cycle time comparison between structural building system; Cycle time comparison between structural building system show that the mean cycle time for completion of structural element of one house, the total construction duration for a project can be predetermined. This can be to evaluate the project extension of time submitted by the contractor. In terms of percentage, the conventional building system required 26%more than cast in-situ table form system, 41% of cast in-situ half tunnel form system 53% of precast concrete 2.4 Factor of choosing method of IBS and conventional system According to the Warszawski (1999),that is the factor of comparison between IBS and conventional system: factor IBS Conventional system Quality Quality-controlled and high aesrhetic and products through the process of controlled pre-fabrication and simplified installation. Factory production of fabricated components minimizes errors and imperfections, resulting in better quality products, better workmanship and superior finishes. An IBS components produces higher quality of components attainable through careful selection of materials, use of advantages technology and strict quality assurance control. The initial capital investment for setting up a permanent factor is relatively experience. Plant, equipment, skilled worker, management resources need to be acquired before production can be commenced. Less (cannot change the design flexibility as components ordered was fixed in sizes) Materials may manage by semi-skill people. Uncertain weather can result in less-than expected construction. More (design can change flexibility, or can cast in-situ) Speed of construction time Faster completion of construction projects due to the usage of standardized prefabricated components and simplified installation processes. An industrialized building system allow for faster construction time because casting of precast element at factory and foundation work at the site can occur simultaneously. This provides earlier occupation of the building, thus reducing interest payment or capital outlays. Generally, all building system requires lesser time to fabricated the building components, which may include time taken to fabricated, erect and dismantle formwork and to cure the concrete. Speed of construction is according to labour productivity and materials delivery to construction site. Time consuming where the process can be delay by weather or scheduling conflict. Construction of in-situ work requires the fixing and casting time, thus it is slow. Cost of construction The initial cost of constructing the factory, casting beds and support machinery is usually expensive and can only be removed when undertaking large project. The repetitive use of the formwork made up steel, aluminium, etc and scaffolding provides considerable cost savings. For large project, the initials capital investment in the building system can be amortized to a large extent, especially when the cost is given a wider spread. Prefabricattion capitalizes on a faster turnover, giving savings on overheads and other operational costs. Greater control over manufacturing results dramatically reduces the chance of cost overruns. Need to employ professional person to in charge. Construction cost increase due to uncontrollable variables such as weather and scheduling conflict. If suitable materials are choosing, cost of construction will decrease. Storage and equipment space For the purpose of erecting and assembling precast panels into their position, heavy crane is required especially for multi-storey building. It is therefore important to incorporate this additional cost when adopting a prefabrication system. The prefabrication system relies heavily on sophisticated plants, which have to be well coordinated and maintained by skilled operators. Breakdown in any section would hold-up the entire production line. A large work area for the factory, tower cranes, trailers and storage space for the precast components are normally required. Most construction sites are congested are quite often unable to provide the large are required. Need to provide a storage for machinery. Bigger space is needed materials storage Lesser large equipment at site like tower crane, mobile crane and etc. Safety and cleaner Construction is not affected by adverse weather condition because prefabricated component is done in a factory controlled environment. Safer construction site due to reduction of site workers, materials and construction wastage. Construction operation is safer without large equipment like tower crane and etc. transportation It is found that casting of large-panel system can reduce labour cost up to 30 percent. However, these cost savings are partially offset by the transportation costs. The transportation of large panels is also subject to the must taken into consideration when adopting a prefabrication system. All materials are deliver under small sizes and package form, thus all materials are easily transport to construction site. Labour Low site worker required due to simplified construction methods. Prefabrication takes place at a centralized factory, thus reducing labour requirement at site. This is true especially when high degree of mechanization involved. Due to the higher degree of mechanization, professional person is needed. Skilled workers are replaced by plant machinery, tower crane and mobile loaders. Using more of the workers is semi-skilled and skilled worker. High site workers required due to traditional construction methods. Using more of the workers is semi-skilled and skilled worker. (source: Peng, 1986; Abdullah, 2003; Warszawski, 1999; Zaini, 2000; CIDB, 2003, 2005; Ingemar Lofgren Kent Gylltoft, 1996; Raymond, 2002)

To Kill A Mockingbird Essay :: Kill Mockingbird essays

Modes of Communication in To Kill a Mockingbird      Effective communication is a result of the utilization of different techniques to convey a particular idea or perspective. Different methods used to express a person's feelings are found throughout society and aid in creating a learned individual, family, and community. In the novel To Kill a Mocking Bird, Harper Lee uses several modes of communication to display her feelings on moral, political, and social issues. Lee's tactics parallel those used by one character in her novel, Atticus Finch. In order to express his feelings to his children, Atticus uses three simple teaching devices; the use of examples, verbal statements, and learning through experience. Although Atticus uses these techniques to develop his children into positive members of society, Lee uses them to create an image for the reader that will ultimately constitute a general understanding of growing up in the south in the mid-nineteen thirties.    One of the methods of communication that Atticus Finch uses is that of an example. By providing his children with a realistic and visual model, Atticus establishes an exemplary learning environment. The most prevalent display of Atticus' utilization of examples is the one he sets himself. He makes it a common practice to live his life as he would like his children to live theirs, and thus displays the attributes of an honest, respectable, and kind man. Atticus demonstrates his character by defending Tom Robinson, a black man on trial for the rape of a white woman. Throughout the trial process, Atticus shows Jem and Scout that true courage is standing up for what you believe in and that all worthy human beings, despite their race, deserve respect. Atticus also tries to be a perfect southern gentleman, teaching Jem and Scout to have grace and compassion for all people. His treatment of Mrs. Dubose proves this characteristic. Even though Mrs. Dubose makes vicious comments and criticisms of Atticus and his children, he still manages to treat her in the kindest manner; complimenting her appearance and helping her into her chair. Atticus sets examples to teach Jem and Scout some values a good person should have. Harper Lee, however, uses examples of life in her novel to give a broader view of humankind.    In order to depict the values, attitudes, and class structures of a small southern town in the mid-nineteen thirties, Harper Lee created various examples.

Chafufas Adventures :: essays research papers

Chafufa’s Adventures   Ã‚  Ã‚  Ã‚  Ã‚  In the year of our lord two thousand and five there happened to be a florist named Chafufa. Chafufa did much of her business on the internet and then she delivered the flowers herself in her jet, car, or boat. Chafufa was always busy day and night; she once made a delivery to Zaire in her jet one morning and another delivery that afternoon in Japan. Chafufa was born of Muff and Luna in a long line of florists. But Chafufa’s birth was peculiar—she was born with a bouquet of flowers in her arms. Also at age nine, in her vast flower gardens that she herself made she got lost and wandered away from her parents and never saw them again.   Ã‚  Ã‚  Ã‚  Ã‚  Chafufa was loyal to the old florist way of business, â€Å"Do anything to make a delivery† even though she was a New Age florist. One day Chafufa received an emergency flower delivery fax, (E.F.D.F.) for a bouquet of Martian roses to be delivered to the South Pole. For this delivery she would have to use all three of her apparatuses; car, boat, and jet not to mention getting some Martian Roses. Chafufa would first find the roses. Martian roses only grew in soil from Mars; luckily she had a pot of Martian soil in her backyard. Now Chafufa would have to obtain the seeds from a mother mole—the only animal to posses the seeds. Chafufa descended into the abyss to confront the mother mole and get the seeds. Chafufa arrived at the abode of the mother mole, the mother mole knew she was coming and said, â€Å"You shall have your seeds but only if you throw two perfect bulls eyes in a game of darts with me.† Luckily Chafufa was an accomplished dart wom an as well as a florist. Chafufa did one hell of a move and threw two darts at once and made them both in the bull’s eye. The mother mole gave Chafufa the seeds and Chafufa planted them and harvested the Martian roses by the light of a burning raccoon skin so that they would last the trip. She put her car and boat in her jet and traveled to Buenos Aries, Argentina, there she ditched the jet and put her car in her boat and sailed to the coast of Antarctica. At the coast she ditched the boat and continued in her car (which was a Delorian) she sped across the ice flats with the roses in hand but her car ran out of gas about a mile from the South Pole.

Three Short Pedagogical Pieces by Sidney Fein :: Sidney Fein Literature Writers Essays

Three Short Pedagogical Pieces by Sidney Fein I. Teaching Logic, or Barnabus' Ploy At the last minute Professor Hugo van der Weg decided to return to Holland. Perhaps he was homesick, missed pitched roofs and legalized narcotics, meatballs and rice table. No one told me. Maybe no one knew. Though I was deprived of the pleasure of meeting Professor v. d. w., his decamping was consequential for me. As Distinguished Visiting Professor (my pompous rating) I was obliged to teach only two courses per semester. My department chairman for the year was a decent fellow named William Pitt, like the prime ministers. He was one of those people who have the knack of turning high anxiety into a variety of charm and he telephoned at the end of August to beg me charmingly to take on another class, with no preparation and for no money, one of v. d. w.'s orphans. "It's logic," he declared, as if he had said something that amounted to an argument. "Pardon me?" "The course. It's 210, Logic. Please? Pretty please?" He then proceeded breathlessly, as though convincing me were a matter of speaking a runon sentence as rapidly as possible. "Look, I wouldn't dare to ask but it's a requirement for a lot of our students, though you shouldn't have more than twentyfive all together, so it wouldn't be fair just to cancel it and there's nobody else who can take it on—well, except for Harold Whitson but he's already agreed to do The Flying Dutchman's Rationalism seminar for me so I can't possibly ask him." "No, that wouldn't be fair." I could almost hear him throwing his gaze heavenwards. "What can I do?" Deans have it fairly easy; they can rely on simple bullying. But I think one of the criteria by which department chairmen are selected must be their ability to get people to sigh and say okay. So I sighed and said okay. But—logic? The class really was a requirement, as Pitt said, though in a respect he didn't mention. The Philosophy department, perhaps Pitt himself, had maneuvered things so that PH210, Logic, could be taken to fulfill the undergraduate math requirement. While this clever bit of academic politicking insured a healthy enrollment, lots of FTEs in the lingo of the trade, and looked good on the accounting sheet of the wisdomlovers, it also guaranteed classes filled with the reluctant, resentful, and resigned.

Frito Lay Sun Chips Case Study Essay

1. How would you characterize the snack chip category and Frito-Lay’s competitive position in this category? The snack chip category is growing, mainly because of the increased per capita consumption, which rose from about 12 pounds in 1986 to nearly 14 pounds in 1990. The snack chip category consists of three types of competitors: national, regional and private brand firms. The market is very competitive and difficult; as many as 650 new products are introduced every year, but less than 1% of them generate more than $25 million in first-year sales. Frito-Lay is a national brand and a worldwide leader in the manufacturing and marketing of snack chips. Frito-Lay accounts for 13 percent of sales in the US snack food industry. Frito-Lay’s market share is 50% of the snack chips category, and and eight of its snack chips are among the top-10 best-selling chip items in US supermarkets. Furthermore, Doritos and Ruffles are the only snack chips with $1 billion in retail sales i n the world. 2. What specific challenges and risks does Frito-Lay face in marketing SunChips and what are the implications of each? The following are many of the specific challenges and risks that Frito-Lay faces in marketing SunChips and the implications of each: * There are a relatively large number of rivals > a lot of competition. * There is a large number of substitute brands/chips > a lot of competition. * Consumers are very price sensitive so brands are competing on price > detrimental. * There are a few barriers to entry, and existing entrants have better access to distribution channels than new ones. * Tried healthy snacks and failed > risky strategy. * New brand name is a departure from known name. * Cannibalization is a concern. * Frito Lay strategy: differentiator, line extensions, new products to address needs. 3. What insights can be drawn from Frito-Lay’s prior experience with multigrain snacks? As mentioned before, the snack chip market is incredibly competitive. With as many as 650 new products entering the product every year and less than 1% reaching a sustainable sales mark of $25 million, it is rare to find a successful one. Frito-Lay first toyed with multigrain snack chips in the 1970s, when research indicated a need for a snack in this category. Prontos, released in 1974 and distributed for four years, weren’t incredibly well received. While a lack of success is attributed to a confusing name, poor manufacturing and too narrow a market, Dwight Riskey, VP of Marketing Research and New Business, admits that he is â€Å"not sure there were dramatic things wrong with the product design [†¦]. It may have been invented and introduced before its time.† This sentiment was reflected in the Harvest Project in the early 1980s, when Frito-Lay developed several multigrain products to attempt and have a possible healthy alternative to saltier snack foods for the baby-boomer generation. Lackluster response caused the project to stall into the mid 80s as focus was put on developing new flavors and healthier alternatives in other brands. Development for the product now under the Sun Chips brand picked up in 1988. Consumer testing found a few variations of the Sun Chip that were perceived by test markets as both healthy and as â€Å"everyday snacks† — a factor necessary to the long term success of the snack. Ultimately, they had to wait until the right time to release the product. The market was slowly gaining health consciousness as baby-boomers matured and desired healthier alternatives to their snack foods. Early attempts were just that: too early. 4. What conclusions can be drawn from research on SunChips’ consumer acceptance and sales potential prior to the Minneapolis-St. Paul test market? The results from the premarket test were not at all what Frito-Lay’s executives had initially expected. Consumers preferred the SunChip name,while the most popular flavors were Natural and French Onion. After the trial, Sunchips had the potential to be an â€Å"everyday snack.† The results from the premarket test indicated that the Sun Chips Multigrain Snacks would sell a total sales volume of $113 million during it’s first year on the market. Included in this sales volume is a $22 million advertising and merchandising expenditure. That being said, $113 million far exceeds the $100 million sales performance goal for which Frito-Lay initially planned. There is also less potential for product cannibalism at 42%. The Minneapolis-St Paul, Minnesota metropolitan area was chosen because executives believed it to be a strong social and economic representation of the US as a whole. Generally speaking, this area also represented a standard environment in which consumer acceptance of products and competitive behavior both could be measured accurately. Ultimately, 2.2% of American households that eat these types of chips reside within this metropolitan area. Thus, according to the research on SunChips’ consumer acceptance and sales potential prior to the test market, it would be highly advised for Frito-Lay to continue exploration with this product, and proceed to more advanced stages of product testing. 5. What is your assessment of the SunChips’ test market results? Promotion/Advertising: As a result of the Premarket Test, Frito-Lay is allocating a $22 million advertising budget for Sun Chips. 70% of this budget—$15.4 million—is to be used within the first 6 months of the test market. The advertising message will convey subtle positive messages, including wholesomeness, fun and simplicity. Television commercials emphasizing â€Å"smarter because they’re multigrain† will be shown in order to appeal to the health-oriented consumer segment while depicting the product as unique. In-store displays and free-standing inserts in newspapers will support the advertising campaign, while coupons placed in newspaper free-standing inserts will stimulate trial and repeat sales during the test market Price and Sales: Projected annual sales in the snack chip category amount to half of the market share or about $5 billion. Sales are projected to grow at a 4-5% rate annually due to an increase in per capita consumption. Sun Chips carries a selling price to retailers of $0.385 for the 2.25 ounce package, $1.240 for the 7 ounce package, and $1.732 for the 11 ounce package. The weighted-average price amounts to $0.16 per ounce sold, with 15% of purchases in the Test Market going towards the 2.25-ounce package, 47% to the 7-ounce package, and 38% to the 11-ounce package. With this average price-per-ounce of $0.16, first-year sales on a national level as represented by the Test Market will amount to $82,866,894 for Sun Chips. Decisions/Alternatives: 1. Decide not to launch Sun Chips 2. Continue to test the product and risk having a competitor launch a similar product nationally or regionally 3. Expand and launch a national introduction, requiring adequate manufacturing capacity Strategies: 1. Increase advertising and merchandising spending to either test further or launch nationally 2. Introduce a larger package size 3. Build the household repeat and depth of repeat business by introducing a flavor extension (mild cheddar) 6. Given your assessment of the test market results, what actions should Dwight Riskey recommend to Frito-Lay’s top executives? We believe that Riskey should implement the flavor extension strategy while continuing to test the product for another 6 months. The extension would increase the â€Å"repeats per repeater† to an average of 3.5 times per year instead of 3 times per year due to greater variety for consumers. This will increase expected national sales from $82,866,894 to $90,984,446, or $8,117,552 closer to the company’s $100 million goal. The introduction of another flavor could increase the cannibalization rate from 30% to 35%. This, however, actually amounts to only 23% cannibalization because 1/3 of this cannibalized volume stems from Doritos which have the same suggested retail price as Sun Chips. Adding another flavor will also increase brand awareness (33%) even further past the successful O’Grady’s brand awareness of 28% before the product can be released on a national scale. In taking more time to test the product and by adding another flavor, Frito-Lay can increase first-year sales by building repeat business, as well as increase brand awareness to assure they reach their goal of $100 million in first-year sales.

Elderly Abuse Essay

Lifespan stage and counseling-related problems. As part of being a human being, we are born and we grow old as time passes and then we die as life comes to an end. Part of human development is the stage of late adulthood. From the book â€Å"Human Behavior in the Social Environment,† by Jose B. Ashford and Craig Winston LeCroy, the years from age sixty until death are considered late adulthood. At this stage of life, there are many challenges that the elderly people face. Aging comes with the loss of being independent, age discrimination and diminished physical ability. During the aging process, there are also biological, emotional, intellectual, social and spiritual changes. Beside two other big challenges such as poverty and ageism, one of the biggest problems that elderly people face is elderly abuse when they are at the point in their lives where they are dependent of someone to provide supports for them. According to the American Psychological Association, an estimated 4 million older Americans are victims of physical, psychological or other forms of abuse and neglect. Many people who hear â€Å"elder abuse and neglect† think about older people who live in nursing homes or older relatives who live all alone and don’t have visitors. Being part of the counseling program, it is important for counselors to know that majority of incidents of elder abuse do not happen in nursing homes or other residential settings, but rather takes place at their own home with their own spouses, children, siblings or relatives. Forms of elderly abuse to be aware of are physical abuse, verbal/psychological/emotional abuse, sexual abuse, financial exploitation and neglect. Elder abuse is often a very complex problem that is caused by many reasons such as cultural issues, stress, society and other factors. Elder abuse affects both older men and women from all socioeconomic groups, cultures, race s and ethnicities. Bio-psycho-social developmental themes Bio-psycho-social developmental themes affecting late adulthood is crucial in  understanding elderly abuse. During this developmental stage, there are lots of changes in the biological systems among this age group. Problems related to elderly physical health include gradual loss of bone mass, joints are more restricted, variety of foot problems, and arthritis which is known to affect many elderly people. Power and speed of muscle decrease as well as strength and endurance. There is a decline in hearing and vision impairment. Skin gets thin and dryer which make the skin more easily bruised and injured. Maintaining independence and health is very important in the success of someone who is in this stage of development. With the biology of aging, the elderly become physically frail which cause others to care for them sometimes resulting in mistreatment and abuse. Forms of elderly abuse that affect the individuals biologically are physical abuse and sexual abuse. Physical abuse ranges from getting slapped, shoved, beatings, kicking, pinching, burning, and getting restrained with ropes or chains. Giving inappropriate medications is also part of physical abuse. Sexual abuse among this age group ranges from inappropriate touching, forcing sexual contact, rape, sodomy and coerced nudity. It is the least reported type of elderly abuse. Sexual abuse also includes taking pictures and forcing an individual to look at pornography. These two forms of elder abuse usually cause physical problems such as signs of body bruises, bruises around genital areas, unexplained sexually transmitted diseases, untreated wounds, sprains, broken glasses and bloody underclothing. There are changes in the psychological system of this developmental stage that contributed to elderly abuse and mistreatment. Alzheimer’s disease is the most common form of dementia for aging individuals. Alzheimer is literally having memory loss which is common among individuals that are in their sixty and above. Cognitive impairment increases with age and dementia is usually one of the biggest problems that often refer to irreversible cognitive impairment that affects an individual’s memory, personality, and functioning. According to the Alzheimer’s Association, cognitive impairment can sometimes be discovered early in individuals. When individuals are not able to recall names, forgetting words, misplacing things, having memory loss, getting lost in own street or neighbor, not knowing or forgetting chore needs to be done, they may possibly be showing Alzheimer’s disease or other forms of dementia. Behavioral and emotional changes occur in people with Alzheimer’s disease. As the disease gets worsen, those with the disease will experience symptoms that include delusions, agitation, aggression and uncooperative with care. Alzheimer is a commonly known dementia disease in which there is no cure and it gets worse as it progresses. The risk of abuse increases in people with health issues such as dementia (Kohn and Verkoek-Oftedahl 2011). Verbal, emotional and psychological abuses are the common abuses that elderly individuals suffered from. Signs of emotional and psychological abuse are being upset, withdrawn, and unusual dementia-like behavior such as rocking and sucking. Name calling, intimidation, threatening, isolating the individual from families and friends are forms of verbal, emotional and psychological abuse. In late adulthood, the social dimension or support system becomes smaller. Majority of older adults have some family, while others do not. Family is the first line of support for older adults when they need care and assistance. Some older adults or elderly individuals often live with their children including grandchildren, while others live with their spouses. It is important to know that elderly abuse is often caused by family members and the least likely to be reported. For those that do not have family and are dependent for care, they are often live in adult residential homes or care facilities where they only people they interact with are the staffs within those settings. Elderly abuse is sometimes caused by individuals working at the care homes. Some individuals of this population experience loneliness and isolation. When an individual is isolated for no apparent reason, it is sometimes can be part of elderly abuse. Counseling Practice: Assess and Strategy Elderly abuse is often the result of certain societal attitudes that contribute to the violence and discrimination against older people. From the American Psychological Association, such factors that contribute to elderly abuse include the devaluation of and lack of respect for older adults and the society’s belief that what goes on in the home is a private â€Å"family matter.† When societal views regarding older people as insignificant, it results in failure to recognize the importance of assuring support, dignity and nonabusive life circumstances for every older individual. When people outside of the family observe or suspect abuse, they may fail to intervene because they believe that it is a family problem and is none of their  problems or they might be afraid that they are dealing with a private matter. Also, the feeling of shame and embarrassment might often make it difficult for older persons or even family members to report and reveal the abuse because they do n’t want others to know that such events are occurring in their families. Counselors need to take into consideration of certain cultural values, beliefs and traditions that influence the family dynamics and intergenerational relationships. These differences can make the situations difficult to distinguish from abuse or neglect. One big problem is older individuals from ethnic minorities or immigrants that do not speak English and have language barriers, financial or emotional dependence that prevent them from seeking or willingness to report abuse. It is important that anyone who works with older people in potentially abusive situations need to be sensitive to cultural differences and intervene accordingly as well as not to ignore signs of abuse. To prevent elderly abuse, counseling for behavioral or personal problems in the family can be helpful. Treating family members with substance abuse can prevent violence against aging adults in the households. In some cases, it may be a best interest to have the older individuals move to a different safer setting or having the older individuals live in nursing home if adult children are not equipped emotionally and physically to support and handle the responsibility of caring for an elderly person. When suspected of elderly abuse, counselors or any other related mental health professionals are mandated to report elderly abuse to adult protective services as required by laws. It is also important not let fear prevent you from reporting any suspicions of abuse taking place. It is important to know that someone’s life can be saved from further harms including death. People in their late adulthood deserve to be treated with respect and dignity. They are our parents, grandparents and love ones who deserve good care and love as they have reached the full stage of their lives. Cited Page Ashford, J. B., LeCroy, C. W., & Lortie, K. L. (2010). Human behavior in the social environment: a multidimensional perspective (4th ed.). Australia: Brooks/Cole, Cengage Learning. Elder Abuse and Neglect: In Search of Solutions. (n.d.). http://www.apa.org. Retrieved November 16, 2013, from http://www.apa.org/pi/aging/resources/guides/elder-abuse.aspx Kohn, R., & Verhoek-Oftedahl, W. (2011). Caregiving and Elder Abuse. Medicine & Health Rhode Island, 94(2), 47–49. OpenStax College. (2013, July 29). Challenges Facing the Elderly. Retrieved from the Connexions Web site: http://cnx.org/content/m42880/1.4/ Resources Two Current Book References Glicken, M. D. (2009). Evidence-based counseling and psychotherapy for an aging population. Amsterdam: Academic. This book is a practical guide for advanced students, social workers, clinicians or anyone in the mental field that work with elderly clients. It covers the most effective evidence-based practices for assessment and treatment of elderly clients. Each chapter of the book directly addresses different range of conditions and disorders that are the most common for the elderly population such as social isolation, elder abuse and neglect, depression, anxiety disorders, terminal illnesses, dementias and so forth. It also prepares readers for conditions that they will encounter in the real world even working with or interacting with the elderly population. Wilson, G. (2000). Understanding old age critical and global perspectives. London: Sage. This book is about understanding old age or the elderly population. It gives readers a wide range of issues and policies on ageing. It provides many theoretical perspectives on ageing in different societies, the trends involving aging adults and what roles should be taken by older people including those who interact with this population. The book explores migration, different health issues, pensions, the structure of family and institutional care as well as it also touches based on elderly abuse. This book is essential for students, nurses, social work, counselors and those who want further understanding of the older population in our society. Journal Article Thompson, H., & Priest, R. (2005). Elder Abuse and Neglect: Considerations  for Mental Health Practitioners. Adultspan Journal, 4(2), 116-128. According to the authors, elder abused is largely an unrecognized problem in the United States and is often untreated. Elder abuse and neglect is so prevalence, that not all incidents are reported. By 2030, the elderly population of late adulthood will double and it is important for mental health practitioners to be aware of intervention, different strategies, consequences, laws and the risk factors that contributed to elder abuse when working with clients. The article addresses the different types of elderly abuse and states real life problems that mental health practitioners including counselors will encounter when working with the population. Educational Internet Website National Center on Elder Abuse (NCEA) www.ncea.aoa.gov The National Center on Elder Abuse or NCEA is directed by the U.S. Administration on Aging. According to the mission of The National Center on Elder Abuse, it is a resource for policy makers, social service and health care practitioners, the justice system, researchers, advocates, and families. The site has prevention strategies and different intervention partners that are good for different work fields such as for those working with older people in the social services, APS, Ombudsman and etc†¦ It provides many different practices that are utilized in different states throughout the United States. Local Referral Source Department of Health and Human Services, Ombudsman Program 7001 A East Parkway Sacramento, CA 95823 Telephone: (916) 875-2000 The Office of Ombudsman provide information, answer questions and resources to address issues. The Office of Ombudsman protects and defends a citizen’s rights.