Customer centrality within the organization of mcdonalds

Customer centrality within the organization of mcdonalds Introduction This report will assess the degree to which the organization of McDonalds is customer centred. Established in 1955 as a small Illinois neighbourhood restaurant, McDonalds has developed rapidly in becoming one of the worlds best known brands of fast food with over 30,000 restaurants in over 120 countries and with 2001 sales in excess of $40 billion the company claims to be the worlds largest food service organisation (Jones et al,2002). The McDonalds brand continues to enhance its worldwide reputation to this day, the main reason behind this continual success is because the organization listens to its customers needs and expectations. It is imperative that McDonalds remain customer focussed due to the vast amount of competition in the fast food sector, customer orientation is critical to business profitability (Donaldson,1993; Narver and Slater,1990) and is a necessary antecedent of competitive advantage (Ganesan,1994; Williamson,1991). The typical McDonalds customer cannot be stereotyped or defined. In an attempt to categorize the typical McDonalds customer market research has been carried out which identifies different types of customers, for example (www.mcdonalds.com): A parent with two children Visits the restaurant to give children a treat. Children View McDonalds as a fun place to eat. A Business Customer Visits during the daytime as service is fast, the food is good quality and can be eaten whilst on the move. Teenagers Attracted by the Saver Menu and the affordable food, Wi-Fi internet access is also an attraction. This report will attempt to assess specific parameters of focus for consideration with regard to customer centrality. The literature review will discuss several marketing concepts and models with the key concept being the 7 Ps Marketing Mix, by investigating how the 7 Ps model is integral to customer centrality various other concepts will arise as part of the marketing mix model. Literature Review An organization which realizes that profits come from customers, not from products, will establish systems to measure and manage customer profitability (Marketing Management,2003). In order to appreciate and understand how customer relationships are critical for profitable organisations we need to understand the key fundamental marketing principles. Once these key principles have been discussed the author will discuss how these fundamental principles are applied within the organization of McDonalds. The Marketing Mix Concept A consumer-centred organisation is focussed upon and structured around, identifying and satisfying the demands of its customers (Marketing-Management,2009). The marketing mix management paradigm has dominated marketing thought, research and practice since it was introduced almost 40 years ago (Gronroos,1994). The marketing mix comprises four levers, by utilising the mix an organization can position themselves or their products in a way that makes them attractive to target consumers. Kotler and Keller (2006) define an organisations marketing mix as a set of tools that work together to affect the marketplace. Todays marketing emphasis is on that of customer relations due to the competitiveness of the economy McCarthy (1964) developed the early marketing mix models and formulated the 4Ps concept consisting of product, price, promotion and place. Since its conception the 4Ps became treated as the unchallenged basic model of marketing (Gronroos,1994) resulting in most other models and approaches being overlooked and discounted in preference of this model. Traditionally the marketing mix has consisted of the 4 Ps however Gronroos (2000) points out that during the last two decades marketing researchers have increasingly found that the list of 4 Ps is too restrictive and morevariables have been suggestedsuch as people, processes and physical evidence. The 4Ps framework is thought to be most relevant for introductory marketing and consumer marketing as opposed to services marketing (Rafiq et al,1995). Gronroos (1994) argues that a list of categories of marketing variablescan never be considered a very one.A list never includes all relevant elements, it does not fit every situation and becomes obsolete. Crittenden (2007) backs up this statement with her view that relying upon the tactical aspects of the marketing mix (4Ps) is insufficient for long -term success . Gronroos (1994) argues that the four Ps constitute a production-orientated definition of marketing, and not a market-orientated or customer-orientated one. Swartz et al (1973) adds validity to this statement in observing that some experts feel that public relations should be recognized as a distinctive marketing mix variable. Gronroos (1999) also argues that customer relations should form part of the marketing mix concept the marketing mix approach does not cover all resources and activities that appear in the customer relationshipsof the customer relationship life cycle, he states that the 4Ps are far too simplistic. Crittenden (2007) argues this point in saying the successful simplicity of the 4P framework has allowed it to remain strong as an organizing method. The 4 Ps concept is perceived as too restrictive, as it is centred more towards short term transactions rather, the concepts failure is that it does not concentrate on the importance of building and maintaining long term relationships with customers (Marketing Management,2003). In order to achieve customer centrality within the marketing mix concept Booms and Bitner (1981) proposed that the existing four elements of the marketing mix be extended to include three additional elements: physical evidence, people and processes. This revised marketing mix model is known as the 7 Ps with the concept used mostly within service industries and knowledge intensive environments. McDonalds uses the marketing mix concept with regards to customer centrality by utilising the framework in the manner; Product This area covers all aspects with regards to creation, development and management of products (Brassington Pettitt,2003). Some are physical products; others intangible personal services, the product can include non-core items such as packaging and after-sales service. A huge amount of choice is available on the McDonalds menu, McDonalds places considerable emphasis on developing a menu which customers want (McDonalds,2009). McDonalds product popularity is supported by the following customer statement; you can always rely on them to get it rightfor convenience they cannot really be beaten (Jones et al,2002). Price Price represents on a unit base what the company receives for the product or service which is being marketed (Jobber,2001). The price of a product or service may portray it being a quality item or a desirable one (Brassington Pettitt, 2003). A customer statement with regards to the price at McDonalds; it is a real treat for the family and is very good valuegood cheap foodfits the student lifestyle (Jones et al,2002) McDonalds state that the danger of using low price as a marketing tool is that the customer may feel that a low price is indicative of compromised quality. McDonalds acknowledge that they are in a competitive market but realise they are market leaders benchmarking product quality against price. Promotions Promotion is concerned with how the product of service is made available to its target audience (Jobber,2001). McDonalds promotes its products and brand to customers through numerous methods such as sales promotions, direct mail, exhibitions, seminars, loyalty schemes, demonstrations and telemarketing. The McDeals in-store consumer communication and loyalty program provides customers with personal, customised purchase incentives, offers and sweepstakes at the point-of-sale (www.mcdonalds.com). With regards to customer centrality, promotion needs to be based on consumer-perception through use of the media to reach the target audience. McDonalds recently launched m-Venue which allows customers to access in-store digital content such as music, music videos and movie previews with their mobile phones or laptops whilst enjoying their food this service is of no cost to the customer (www.akoo.com). McDonalds customers are also given the chance to win various prizes ranging from food vouche rs to cash and sports cars via in-store game-based promotions (www.mcdonalds.com). Place Place is concerned with distribution channels and consumer service levels (Baker, 1999). Place refers to decisions about the ways in which products can be most effectively distributed to the final consumer, either directly or through intermediaries. Customers can interact with McDonalds on their website which can be used as an effective data gathering tool for relationship marketing. McDonalds restaurants are strategically placed in convenient locations, in retail outlets, motorway services and busy city/town centres the aforementioned locations are either associated with leisure or relaxation activities. By strategically placing their restaurants McDonalds position themselves within the required target market. Although many marketers agree that the 4 Ps model is limited in its application, some marketers still recognise the concept as the holy quadrupleof the marketing faithwritten in tablets of stone (Kent,1986). Crittenden (2007) argues that the marketing machine must rigorously reflect the 4 Cs axiom of marketing (customer centrality, competitive capabilities, company collaborations, cyclical connections). Crittenden (2007) states that the 4 Cs must be used in conjunction with the tactical components of the 4 Ps of the marketing mix, the 4 Cs are referred to as the strategic components. Crittenden argues that marketing as a truly integrated function must use its 4 Ps as necessary components, this statements conflicts with that of Gronroos (1999) who says that the 7 Ps concept should be viewed separately, with relationship marketing suggested as one new paradigm . Crittenden (2007) states that marketers would be wise to give attention to the 4 Cs of marketing and harmonize the Ps and Cs for a stronger, more powerful marketing machine it could be argued that in doing this the strategic Cs would effectively cover the relationship marketing aspect of the marketing mix. Interestingly the 4 C axiom states customer centrality as an element, Crittenden (2007) states that the customer is touted as the predominant theme of the marketing conceptthe satisfaction of customers wants and needs is a major force in the world of marketing she goes on to say that the customer must be central to the companys focus, as their satisfaction is crucial to company success. McDonalds chief operating officer, Charlie Bell, supports the core concepts of the marketing mix framework in the following statement; To achieve our four business objectives attracting more customers, increasing frequency, building brand loyalty, and increasing productivity we will concentrate on the five drivers of superior customers experiences: people, products, place, price, and promotion. (www.mcdonalds.com) Marketing orientation is critical for todays organizations, adopting a marketing function forms part of an organizations process but being market orientated is critical, Ottesen et al (2002). Gronroos (1994) states that along within the development of market orientation an organization needs to develop true market orientation and a real appreciation for the needs and desires of the customers. Within many organizations the marketing department, and organization unit is separate from the rest of the organization, the department is critical to taking care of the fulfilment of customer needs and desires (Gronroos,1994). Gronroos (1994) says that the psychological effect on the rest of the organization of a separate marketing department is, in the long run, often devastating to the development of a customer orientation or market orientation in a firm. Gronroos (1994) states that marketing specialists organized in a marketing department may get alienated from the customers with no interact ion between customer and marketing specialist the customer become mere numbers with a lack of qualitative data an organization will suffer. Moller (1992) emphasises the aforementioned Gronroos point by stating from the functional view of marketing mix management our focus has extended to the strategic role of marketing, aspects of service marketing, political dimensions of channel management, interactions in industrial networks; to mention just a few trends. Crittenden (2005) supports the strategic marketing concept by stating if firms are truly to become market-orientated, the marketing function itself must become more strategic in its orientation. Michaels (1982) stressed that No-one person, system, or technique will make a company marketing orientated whist also pointing out that a marketing orientation cannot be achieved overnight. Kotler and Keller (2006) also stress the importance of structuring the organization to focus on the customer by management educating themselves and their staff about their marketing focus to show how it will support long-lasting success in the marketplace. McDonalds takes a commitment to continuous training, from counter staff level, right through to senior executives (Tomkins, 1995). This rule applies to all levels and functions within an organization who must share a common commitment if they are to work together in the interest of the consumers. Kotler and Keller (2006) highlight the point that without the support of top management, the focus on customer satisfaction advocated by the marketing orientation will not become the guiding orientation for organisational decisions. Gronroos (1994) highlights the fact that most organizations the non-marketing specialists outnumber the marketing specialists, in order to achieve true market orientation the non-specialist or part-time marketer (Gummesson,1990) within an organization is critical as the part-time marketer interacts with the customer more frequently than that of the full-time marketer (specialist). Gummesson, (1990) states that the full-time marketers are not able to handle more than a limited portion of the marketing as its staff cannot be at the right place at the right time with the right customer contacts thus placing the customer interaction emphasis on the part-time marketer. Internal marketing is considered a prerequisite for successful external marketing (Compton et al,1987), if the internal market of employees are not s uccessfully taken care of..the success of the organizations operations on its ultimate , external markets will be jeopardised (Gronroos,1990). Gronroos introduced the perceived service quality concept in 1982, this new concept introduced the interactive marketing function. This function was brought in to cover the marketing impact on the customer during the consumption of usage process, where the consumer of a service typically interacts with the systems, physical resources and employees of the service provider (Gronroos,1994). The interactive marketing function recognizes that every component human as well as other in producing a service, every production resource used and every stage in the service production and delivery process, should be the concern of marketing as well, and not considered operations or personnel problems only (Gronroos,1990). Once Gronroos had introduced this system the servuction concept was developed which pioneered the field of services marketing (Eiglier and Langeard,1987)) of services marketing. Servuction is the process of producing services and is essential to any organization operating in the services segment and deals with, to great extent the employees and the inner organization (Eiglier and Langeard,1987). With respect to McDonalds service quality Ken Tomkins (1995) states the quality will be consistent, the service fast and friendly, the cleanliness exemplary, and the value second to none. Part-time marketers are key to the servuction concept with an organization as the impact of the part-time marketers as well as the customer orientation of systems, technology and physical resources is paramount to the success of interactive marketing (Gronroos,1990). The marketing success of a firm is only partly determined by the full-time marketersthe part-time marketers of a service provider may often hav e a much more important impact on the future purchasing decisions of a customer (Gronroos,1994). If a company was to abide by the principles set within the 4 Ps concept there would be no personalized relationship with the producer and marketer of a product due to the clinical approach, which makes the seller the active part and the consumer passive (Gronroos,1994) There are numerous other key issues within relationship marketing, with two vital concepts which should not be ignored, these are the promise concept and trust concept (belief is a direct resultant of trust). Calonius (1988) emphasizes that the responsibilities of marketing do not only, or predominantly, include giving promises and thus persuading customers as passive counterparts on the market to act in a given way. If an organization makes a promise to its customer and does not fulfil the promise the evolving relationship cannot be maintained and enhanced (Calonius,1988). Trust, a willingness to rely on an exchange partner in whom one has confidence (Moorman et al,1993). From this definition it can be seen that there has to be belief in the organizations trustworthiness that results from the expertise, reliability or intentionality of an organization (Gronroos,1994). The concept of relationship marketing as opposed to transaction marketing was introduced by Berry (1983) who observes that clearly, marketing to protect the customer base is becoming exceedingly important to a variety of service industries. Gronroos (1990) formulates a relationship definition of marketing which states Marketing to establish, maintain, enhance and commercialize customer relationships (often but not necessarily always long term relationships) so that the objectives of the parties involved are met. This is done by mutual exchange and fulfilment promises. Transaction-type strategys are usually facilitated in an organization pursuing a traditional marketing mix approach, whereas an organization applying a relationship marketing approach will focus specifically on the additional 3 Ps of people, physical evidence and processes which in turn will use the servuction concept to ascertain customer expectations and needs. An organization pursuing a relationship strategy has created more value for its customers than that which is provided by the core product alone (Gronroos,1994). As customer interaction is enhanced through relationship marketing the customer recognises this added value, Gronroos (1994) states relationship marketing makes customers less price sensitive. Philip Lempert (www.supermarketguru.com) supports Gronroos statement People understand they get what they pay for, and as long as the food is good and its a comfortable atmosphere, theyre willing to pay repeatedly for it. Marketing trend analysts suggest that slashing prices to attract the customer isnt always the answer, it will aid retention of existing customers but may deter new custom due to perceived quality (www.SupermarketGuru.com). Conclusion It is evident through this report that McDonalds as an organization is extremely customer focussed. By carrying out research within the marketing mix concept it can be seen that all of the 7Ps and associated models are utilised by McDonalds. Through use of the servuction concept McDonalds has succeeded in establishing a highly trained internal and external workforce which has resulted in high levels of customer service ultimately resulting in consistently high sales and customer retention and acquisition. The literature review further emphasises the fact that McDonalds have carried out extensive research within its market area by implementing a successful market segmentation strategy to satisfy the different customer needs and expectations within the marketplace. McDonalds service marketing strategy is testament to the additional three Ps of the marketing mix. Success of the overall service within the organization is due to the fact that the organization has critically identified all areas within the fundamental four Ps approach and emphatically succeeded in fulfilling all requirements with regards to segmenting, targeting, positioning and establishing an organizations which is customer central. The success of McDonalds customer centrality is not achieved by default, the organization has differentiated itself within a competitive market by excelling in customer relations. There are several fast food retailers within the sector who have a customer base achieved by default but it is not evident to the marketplace that they have focussed on customer centrality as a priority which is in vast contrast to the philosophy of McDonalds which structures its organization around the demands of the customer. The following statement typifies the way in which McDonalds views its organization; We strive to be a progressive market leader and we can only stay ahead of the rest by listening to the most important ambassadors of our brand our customers! (www.mcdonalds.com). The philosophy of customer centrality is imperative to service organisations as long as the relationship marketing concept is integrated within a successful marketing mix approach. Product orientated organisations could benefit from focussing on customer centrality by adopting relationship marketing. Transactional based marketing should not be viewed separately in its application as integration of relationship marketing within a transactional based model could result in increase in perceived quality, customer retention and overall satisfaction.

Cloning and Ethical Issues

Essay on cloning and ethical issues that immediatly Subject : cloning and ethics come up when talking about it. Completed: 8/11/2012 Due:9/11/2012 Numerous articles appeared in the newspapers about one particular sheep, born in 1996. Her name, as you may have figured out, was Dolly. She was special as she was the first sheep to be cloned entirely by humans. The cloning of this sheep raised a lot of questions. The most important ones being â€Å"why would we do clone a living animal† and â€Å"can we clone humans too†.Of course these questions do not only require a scientific answer, but also an ethical answer as we are talking about living creatures. First of all: how exactly can you clone living organisms? There are three main types of cloning. DNA cloning, reproductive cloning and therapeutic cloning. DNA cloning or recombinant DNA technology is to transfer one piece of DNA into something that can duplicate himself. Bacterial plasmid, viruses and also yeast chromosome s are used for this as they are able to duplicate easily.The DNA fragment containing the gene which is needed is isolated using enzymes, and after that it will be transferred to the bacterial plasmid using once again enzymes. After that the bacterial plasmid starts multiplying, and the outcome will be one certain fragment. Reproductive cloning was how Dolly came to earth: the nucleus of a donor adult cell is placed in an egg cell without nucleus. This cell will then need chemicals or an electric current to stimulate cell division. If it has indeed started dividing it will need to be placed in a uterus where it continues till the animal gives birth.Therapeutic cloning, sometimes referred to as embryo cloning, is the production of human stem cells for use in research. This isn't used at all to create cloned human beings, it's just for the research because Stem cells are quite important. Stem cells aren't specified yet so they can chance into any kind of cell depending on what scientis ts want to research on. Now you may ask what this has to do with the whole â€Å"can we clone humans† and the ethical and moral issues. Can we clone humans using the DNA cloning? No. But we can use it to create new medicines or vaccines as this method can nly be used for certain parts of DNA and not the whole of it. Reproductive Cloning could, theoretically, be used for cloning humans. In real life however this technique wouldn't be used because it's expensive and has a really low rate of success. There were hundreds of failed clones, several dead fetuses and horribly deformed animals before the scientists had Dolly. Most scientists do not feel that this is good for cloning as it is far to risky and also we do not know a lot about this technique either. Therapeutic cloning can be used for parts of the body containing the same set of cells.You could for instance and theoretically seen once again, clone a kidney. There are however a lot of risks such as the fetal tissue dying, or tissue rejection if you actually create an organ. It's not possible to clone entire human beings as there is little known about cloning and the human body is just far to complex to be created in a laboratory. So most scientists agree that it is not possible yet to clone entire human beings. Most of these scientists highly doubt that it would be possible in the near future to clone entire human beings, but there are always the â€Å"what if† questions.What if it was possible, what would happen then? The advantage would be that there are no more donors needed and everybody can live longer and happier. But killing a clone for a transplant, wouldn't that be considered murder? After all you would kill someone who is composed out of the same DNA as you. This raises another question, how would you treat the clones? The same DNA, the same needs. Should the parents of the child or teenager, or adults themselves take care of their own clone or would the clone be raised by some sort of company?These are most what if questions and to be quite honest I believe that we shouldn't clone human beings. There are always people who would want to abuse this technology. This abusing can take many forms: people who have access to all information could either sell or keep it, to create a position for themselves which may result in a lot of income inequality. But that isn't the only disadvantages. Imagine that there will be clones, it would surely narrow down the gene diversity which we have created over the years.Excessive cloning could cause a loss of the diversity and therefore we might be less resistant against bacteria, viruses etc. Not only biological but also the ethical questions show that the disadvantages outweigh the benefits. The benefits of cloning (parts of) humans being that we wouldn't need any more donors, or we could do research on organs without having to use humans themselves. The disadvantages are that we would abuse the power once again. If we could clo ne entire humans that would be defying the rights to live freely. There would be loss of gene diversity which would be contradictory to all that shaped us.After all living is survival of the fittest. Victoria Smit ( 5vf) Sources: http://www. ornl. gov/sci/techresources/Human_Genome/elsi/cloning. shtml http://en. wikipedia. org/wiki/Cloning http://www. geneticsandsociety. org/article. php? list=type&type=59 http://learn. genetics. utah. edu/content/tech/cloning/whatiscloning/ http://thefarnsworths. com/science/cloning. htm Movie the fifth element ( actually not a source but wort watching! ) repo men ( about the disadvantages of cloning organs. Also not really a source but worth watching! ) Cloning and Ethical Issues Essay on cloning and ethical issues that immediatly Subject : cloning and ethics come up when talking about it. Completed: 8/11/2012 Due:9/11/2012 Numerous articles appeared in the newspapers about one particular sheep, born in 1996. Her name, as you may have figured out, was Dolly. She was special as she was the first sheep to be cloned entirely by humans. The cloning of this sheep raised a lot of questions. The most important ones being â€Å"why would we do clone a living animal† and â€Å"can we clone humans too†.Of course these questions do not only require a scientific answer, but also an ethical answer as we are talking about living creatures. First of all: how exactly can you clone living organisms? There are three main types of cloning. DNA cloning, reproductive cloning and therapeutic cloning. DNA cloning or recombinant DNA technology is to transfer one piece of DNA into something that can duplicate himself. Bacterial plasmid, viruses and also yeast chromosome s are used for this as they are able to duplicate easily.The DNA fragment containing the gene which is needed is isolated using enzymes, and after that it will be transferred to the bacterial plasmid using once again enzymes. After that the bacterial plasmid starts multiplying, and the outcome will be one certain fragment. Reproductive cloning was how Dolly came to earth: the nucleus of a donor adult cell is placed in an egg cell without nucleus. This cell will then need chemicals or an electric current to stimulate cell division. If it has indeed started dividing it will need to be placed in a uterus where it continues till the animal gives birth.Therapeutic cloning, sometimes referred to as embryo cloning, is the production of human stem cells for use in research. This isn't used at all to create cloned human beings, it's just for the research because Stem cells are quite important. Stem cells aren't specified yet so they can chance into any kind of cell depending on what scientis ts want to research on. Now you may ask what this has to do with the whole â€Å"can we clone humans† and the ethical and moral issues. Can we clone humans using the DNA cloning? No. But we can use it to create new medicines or vaccines as this method can nly be used for certain parts of DNA and not the whole of it. Reproductive Cloning could, theoretically, be used for cloning humans. In real life however this technique wouldn't be used because it's expensive and has a really low rate of success. There were hundreds of failed clones, several dead fetuses and horribly deformed animals before the scientists had Dolly. Most scientists do not feel that this is good for cloning as it is far to risky and also we do not know a lot about this technique either. Therapeutic cloning can be used for parts of the body containing the same set of cells.You could for instance and theoretically seen once again, clone a kidney. There are however a lot of risks such as the fetal tissue dying, or tissue rejection if you actually create an organ. It's not possible to clone entire human beings as there is little known about cloning and the human body is just far to complex to be created in a laboratory. So most scientists agree that it is not possible yet to clone entire human beings. Most of these scientists highly doubt that it would be possible in the near future to clone entire human beings, but there are always the â€Å"what if† questions.What if it was possible, what would happen then? The advantage would be that there are no more donors needed and everybody can live longer and happier. But killing a clone for a transplant, wouldn't that be considered murder? After all you would kill someone who is composed out of the same DNA as you. This raises another question, how would you treat the clones? The same DNA, the same needs. Should the parents of the child or teenager, or adults themselves take care of their own clone or would the clone be raised by some sort of company?These are most what if questions and to be quite honest I believe that we shouldn't clone human beings. There are always people who would want to abuse this technology. This abusing can take many forms: people who have access to all information could either sell or keep it, to create a position for themselves which may result in a lot of income inequality. But that isn't the only disadvantages. Imagine that there will be clones, it would surely narrow down the gene diversity which we have created over the years.Excessive cloning could cause a loss of the diversity and therefore we might be less resistant against bacteria, viruses etc. Not only biological but also the ethical questions show that the disadvantages outweigh the benefits. The benefits of cloning (parts of) humans being that we wouldn't need any more donors, or we could do research on organs without having to use humans themselves. The disadvantages are that we would abuse the power once again. If we could clo ne entire humans that would be defying the rights to live freely. There would be loss of gene diversity which would be contradictory to all that shaped us.After all living is survival of the fittest. Victoria Smit ( 5vf) Sources: http://www. ornl. gov/sci/techresources/Human_Genome/elsi/cloning. shtml http://en. wikipedia. org/wiki/Cloning http://www. geneticsandsociety. org/article. php? list=type&type=59 http://learn. genetics. utah. edu/content/tech/cloning/whatiscloning/ http://thefarnsworths. com/science/cloning. htm Movie the fifth element ( actually not a source but wort watching! ) repo men ( about the disadvantages of cloning organs. Also not really a source but worth watching! )

Flow Past Aerofoil

ME2135E Lab Report Flow Past an Aerofoil by LIN SHAODUN Lab Group Date A0066078X 2B 10th Feb 2011 TABLE OF CONTENTS EXPERIMENTAL DATA – TABLE 1, 2, 3 2 GRAPH – ? 4 GRAPH – ? 5 GRAPH – 6 SAMPLE CALCULATION 7 DISCUSSION 8 1 EXPERIMENTAL DATA Table 1: Coordinate of Pressure Tapping Tapping No. 1 2 3 4 5 6 7 8 9 10 11 Note: Table 2: Pressure Readings Manometer inclination: Pressure Readings Pitot Pressure Static Pressure Atmospheric Pressure Atmospheric Temperature Stall angle: At the end of the experiment 474 mm 497 mm 500 mm 29 °C (mm) 0. 0 2. 5 5. 0 10 20 30 40 50 60 70 80 (mm) 0. 000 3. 268 4. 443 5. 853 7. 172 7. 502 7. 254 6. 617 5. 04 4. 580 3. 279 0 0. 025 0. 049 0. 098 0. 197 0. 295 0. 394 0. 492 0. 591 0. 689 0. 787 0 0. 032 0. 044 0. 058 0. 071 0. 074 0. 071 0. 065 0. 056 0. 045 0. 032 At the beginning of the experiment 474 mm 497 mm 500 mm 29 °C 2 Manometer Readings at various Tapping 1 2 3 4 5 6 7 8 9 10 11 478 489 494 501 505 506 506 505 502 501 500 496 478 484 492 498 500 502 502 500 499 499 495 475 478 486 494 497 499 500 498 498 498 493 476 475 480 488 493 495 498 496 496 498 486 540 532 528 522 518 516 514 507 503 502 509 562 550 546 526 522 518 514 508 504 502 495 523 520 520 518 517 516 516 515 515 515 498 516 514 515 516 515 514 514 512 513 514Table 3: Pressure Coefficients ( ) Free Stream Velocity v v v ( ) Reynolds Number 3 Coefficients at various Tapping 1 2 3 4 5 6 7 8 9 10 11 -0. 956 -0. 478 -0. 261 0. 043 0. 217 0. 261 0. 261 0. 217 0. 087 0. 043 0. 000 -0. 174 -0. 956 -0. 696 -0. 348 -0. 087 0. 000 0. 087 0. 087 0. 000 -0. 043 -0. 043 0. 783 -1. 087 -0. 956 -0. 609 -0. 261 -0. 130 -0. 043 0. 000 -0. 087 -0. 087 -0. 087 2. 174 -1. 043 -1. 087 -0. 869 -0. 522 -0. 304 -0. 217 -0. 087 -0. 174 -0. 174 -0. 087 -0. 609 1. 739 1. 391 1. 217 0. 956 0. 783 0. 696 0. 609 0. 304 0. 130 0. 087 0. 391 2. 695 2. 74 2. 000 1. 130 0. 956 0. 783 0. 609 0. 348 0. 174 0. 087 -0. 217 1. 000 0. 869 0. 869 0. 783 0. 739 0. 696 0 . 696 0. 652 0. 652 0. 652 -0. 087 0. 696 0. 609 0. 652 0. 696 0. 652 0. 609 0. 609 0. 522 0. 565 0. 609 GRAPH ? 3. 0 2. 5 2. 0 1. 5 CPL , CPU against X/C @ 4 ° Cpl 3. 0 2. 5 CPL , CPU against X/C @ 8 ° Cpl Cpu 2. 0 1. 5 Cpu CPL ,CPU CPL ,CPU 1. 0 0. 5 0. 0 -0. 5 -1. 0 -1. 5 0. 0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 0. 9 1. 0 1. 0 0. 5 0. 0 -0. 5 X/C -1. 0 -1. 5 0. 0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 X/C 0. 9 1. 0 Area = 0. 437 Area = 0. 813 4 3. 2. 5 2. 0 1. 5 CPL , CPU against X/C @ 12 ° 3. 0 2. 5 CPL , CPU against X/C @ 16 ° Cpl Cpu 2. 0 1. 5 Cpl Cpu CPL ,CPU CPL ,CPU X/C 0. 0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 0. 9 1. 0 1. 0 0. 5 0. 0 -0. 5 -1. 0 -1. 5 1. 0 0. 5 0. 0 -0. 5 -1. 0 -1. 5 0. 0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 X/C 0. 9 1. 0 Area = 0. 858 GRAPH ? Area = 0. 729 3. 0 2. 5 2. 0 1. 5 CPF , CPR against Y/C @ 4 ° Cpf Cpr 3. 0 2. 5 2. 0 1. 5 CPF , CPR against Y/C @ 8 ° Cpf Cpr CPF ,CPR 1. 0 0. 5 0. 0 -0. 5 -1. 0 CPU ,CPR Y/C 1. 0 0. 5 0. 0 -0 . 5 -1. 0 Y/C -1. 5 -0. 10 -0. 08 -0. 06 -0. 4 -0. 02 0. 00 0. 02 0. 04 0. 06 0. 08 0. 10 -1. 5 -0. 10 -0. 08 -0. 06 -0. 04 -0. 02 0. 00 0. 02 0. 04 0. 06 0. 08 0. 10 Area = 0. 032 Area = 0. 079 5 3. 0 2. 5 2. 0 CPF , CPR against Y/C @ 12 ° Cpf Cpr 3. 0 2. 5 2. 0 1. 5 CPF , CPR against Y/C @ 16 ° Cpf Cpr 1. 5 CPL ,CPU CPL ,CPU Y/C 1. 0 0. 5 0. 0 1. 0 0. 5 0. 0 -0. 5 -1. 0 -0. 5 -1. 0 Y/C -1. 5 -0. 10 -0. 08 -0. 06 -0. 04 -0. 02 0. 00 0. 02 0. 04 0. 06 0. 08 0. 10 -1. 5 -0. 10 -0. 08 -0. 06 -0. 04 -0. 02 0. 00 0. 02 0. 04 0. 06 0. 08 0. 10 Area = -0. 038 GRAPH Area = -0. 053 0. 437 0. 813 0. 858 0. 729 0. 32 0. 079 -0. 038 -0. 053 0. 434 0. 794 0. 847 0. 715 0. 062 0. 191 0. 141 0. 150 0. 439 0. 877 1. 316 1. 755 1. 8 1. 6 1. 4 1. 2 Cl Cd CL , CD against ? CL,CD, 2 1. 0 0. 8 0. 6 0. 4 0. 2 0. 0 2*Pi*a -0. 2 0. 0 2. 0 4. 0 6. 0 8. 0 ? 10. 0 12. 0 14. 0 16. 0 6 SAMPLE CALCULATION The sample calculation is based on Tapping 2 & Table 1: Coordinate of Pressure Tapping Table 3: Pressur e Coefficients 1. Air Density at 29 °C ( ) ( ) 2. Free Stream Velocity v v v ( ) 3. Reynolds Number 4. Pressure Coefficient ( ) ( ) ( ) ( ) 5. Lift and Drag Coefficient 7 DISCUSSION 1.Plot CL and CD against Please refer to Page 6. on the same graph. 2. Compare the experimentally measured CL with the Thin Aerofoil Theory prediction of . Discuss the similarity and discrepancy observed. The graph shows at small attack angle (4 ° and 8 °), the measured Lift coefficient is quite close to theoretical predicted value , this is because at small attack angle, air stream flows along the aerofoil surface smoothly without flow separation, which fulfills the basic assumption of Thin Aerofoil Theory, hence the experimental result matches with theoretical value well.When further increase attack angle, the streamline become highly curved, until at certain angle the streamline is no longer attached to the aerofoil surface and flow separation is occurred, massive turbulence wake appears on aero foil upper surface, which greatly reduce the lift. At this moment aerofoil is actually â€Å"blocking† the air flow, hence the Lift coefficient is significantly reduced after reach Stall angle, and can no long follow the theoretical predicted value . 3.What would you expect the lift and drag force to be when At , since the 0015 aerofoil is symmetrical, the pressure on upper and lower surface of aerofoil is the same, hence it will not produce any lift force. The of 0015 aerofoil is 0. 0147 at (when Re=80000), so there is small drag force even at 8 4. Does the why. which you have obtained gives the total drag on the aerofoil? Explain Total Drag of aerofoil is contributed by Parasite Drag and Induced Drag, the Parasite Drag is related to , while Induce drag is a byproduct of lift.Induce drag is a drag force occurs when aerofoil redirects the airflow coming at it. Refer to below diagram, the lift force is normal to chord of aerofoil, when decompose the lift force to horizontal an d vertical component, the horizontal component , which is in the same direction of drag. 5. Explain from the pressure distribution why there is a lift force. Using as example, the pressure distribution diagram shows the lower surface of aerofoil has lesser pressure drop ? igher pressure, while upper surface of aerofoil has much higher pressure drop, result in lower pressure. The integration of pressure drop along the aerofoil is the area under the curve, which represents force in a unit length of aerofoil, compare the area enclosed for upper and lower surface, we can see the there is a resultant lift force produced. 3. 0 2. 5 2. 0 1. 5 CPL , CPU against X/C @ 8 ° Cpl Cpu CPL ,CPU 1. 0 0. 5 0. 0 -0. 5 -1. 0 -1. 5 0. 0 0. 1 0. 2 0. 3 0. 0. 5 0. 6 0. 7 0. 8 0. 9 1. 0 X/C 9 6. Comment on the pressure distribution on the aerofoil when stall is reached. Using as example, when stall angle is reached, the pressure drop of upper surface become insignificant due to massive turbulent wake, h ence the lift force is greatly reduce and stall happens. 3. 0 2. 5 2. 0 1. 5 CPL , CPU against X/C @ 16 ° Cpl Cpu CPL ,CPU 1. 0 0. 5 0. 0 -0. 5 -1. 0 -1. 5 0. 0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 X/C 0. 9 1. 0 10

Master the German Language Exams - Level A1

I would like to introduce to you the different levels that you can achieve in an official German exam. There are two language certificates that are renowned all over Germany and possibly all over the world: The TELC, the Ãâ€"SD (Austrian standard) and the Goethe-Certificates. There are plenty of other certificates around and while they might be of the same quality as the ones above, for certain purposes they might not suffice. There are also quite a few other standards worldwide which you can find in a neatly organized table here.  According to the European reference frame, there are six language mastery levels which I will present to you over the coming months. Please be patient with me. Quick Overview The six language levels that you can achieve are:   A1, A2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  BeginnerB1, B2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  IntermediateC1, C2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Advanced The division of A1-C2 into beginner, intermediate and advanced is not very exact but should rather give you an idea of what level of proficiency those levels are aiming at. It is, of course, impossible to measure your language skill precisely and with every grading system, there can be huge gaps between a bad B1 level and an excellent one. But those labels were created to make language skills of university or job applicants comparable all over Europe. They have defined them as precisely as they could in the so-called Common European Framework of Reference for Languages (CEFR). Absolute beginner A1 according to the CEFR would mean that you, I quote the  above source:   Can understand and use familiar everyday expressions and very basic phrases aimed at the satisfaction of needs of a concrete type.Can introduce him/herself and others and can ask and answer questions about personal details such as where he/she lives, people he/she knows and things he/she has.Can interact in a simple way provided the other person talks slowly and clearly and is prepared to help. To see a sample of how that would sound, I recommend that you take a look at ​some of these videos here. What is an A1 certificate good for? Next, to marking a significant first stage in your German learning, it often is a requirement for some nationalities to get a visa for Germany. For the reunion of Turkish family members, the European Court of Justice has declared such requirements as void. In case of doubt, I suggest that you simply call your local German embassy and ask.   How long does it take to reach A1 You are probably aware of the difficulty to answer this question to anyone’s satisfaction. In case of a standard intensive German course here in Berlin, you would need two months, five days a week with 3 hours of daily tuition plus 1.5 hours of homework. That sums up to 200 hours of learning to finish A1 (4.5 hours x 5 days x 4 weeks x 2 months). That is if you are studying in a group. With individual tuition, you might be able to achieve this level in half the time or even quicker. Do I need to attend a German course to reach A1? While there are many things one can accomplish on ones own, with languages I would always advise you to seek some guidance. It doesn’t have to be an expensive or intensive language course. Seeing a good German tutor for 2-3 times 45mins per week might do the job. But she would have to provide you with sufficient homework and direction to make sure you are and stay on the right track. Learning on your own might simply take longer as you might first have to figure out what material to use and how to establish a learning routine. Also, you will not have any error correction which might lead to the establishment of fluent but broken German which is very hard to fix. Those who say they don’t need a teacher, most likely don’t. If you are challenged financially, use the internet to find affordable tutors. Try three to five tutors and go for the one that makes the most competent impression.An alternative is group courses at local language schools. I’m not a big fa n of those but I also understand that sometimes the situation doesn’t allow for anything else.   How much does it cost to reach A1 Well, the costs, of course, depend on the institution that you are taking the course with. Those range from 80â‚ ¬ / month at Volkshochschule (VHS) to 1.200â‚ ¬ / month at the Goethe Institut (during summer here in Berlin, their prices vary worldwide). There are also ways to get your German learning subsidized by the government. I will talk about these in detail in the coming weeks but in case you would like to do some research on your own, look for German integration courses (Integrationskurse), the ESF program or check out the requirements for a Bildungsgutschein (education voucher) issued from the Agentur fà ¼r Arbeit. Although the latter might rather be granted for learners at a higher level of German. How do I prepare the most efficient way for such an exam? When I still went to school to pass an exam it was always really helpful to take a look at older exams. Like this one gets an impression on what kind of questions or tasks are requested and will, therefore, feel already accustomed to the material. Nothing is worse than sitting in an exam and realizing that one doesn’t know what to do.  You can find model exams for A1 (and the higher levels) on these pages: TELCÃâ€"SD (check the right sidebar for the sample exam)Goethe Those institutions also offer additional material for purchase in case you feel the need to prepare a bit more. Get a free evaluation of your written skill They all come with answer keys so that you can evaluate your skill yourself. To get an evaluation of your writing skills I suggest that you send your work to the lang-8 community. It is free, though they have a premium subscription offer that pays off in case you need your texts to be corrected a bit faster. You need to correct other learners’ texts though to gain credits that you then can use to „payâ€Å" for the correction of your work. Mental preparation An exam is always an emotional experience. If you are not the least bit nervous in such a situation, you are a „Kalter Hundâ€Å" or a very good actor. I think I have never really failed an exam (only once in fourth-grade elementary school in Religion) but I can clearly feel my stress levels rising when being tested.To prepare a bit for this experience, you might want to use mental training which has proven to be effective for sportspeople. If you can visit the examination center beforehand to get an impression of the room and to check out how to get there smoothly in time on your examination day. Try to remember some details of that place or simply try to find images of it on the institution’s homepage.   With these images in your mind and maybe after having watched those videos of oral exams above, close your eyes and imagine sitting in your exam and answering questions. In case of the oral exam, imagine how you’d sound like and how everyone smiles (some German examiners have a physiological disorder which doesn’t allow them to smile - see above videos) and how you get out of this exam satisfied with yourself.   This might take just a minute or two. So repeat it in the morning when waking up and just before your go to sleep as early as a month before the exam takes place. You will find that it makes a significant difference. That’s it for the A1 exam. Should you still have any question regarding this exam just contact me and I will get back to you asap.