The Role Of Marketing In A Consumer Society Marketing Essay

The Role Of Marketing In A Consumer Society Marketing Essay This report will use Apple Inc as a case study to underline the importance of what is the role of marketing in a consumer society? Also there will be critique of different theorist such as Jean Bauldriard, Raymond William and Stuart Hall to for the marketing concepts. The modern definitions and history of Marketing; During 18th and 19 century Marketers realized that consumers are buying products for the sake of their desires and satisfaction, where as before only selling a product was important and not the need and satisfaction of the customer. When companies realized the needs and want of the customers then they started to change rapidly and started to create an image in customers mind by using advertising/promotion. Technological and social changes are included in this change. Nowadays marketing defined as involving product development, distribution, pricing and communication. Also in developed firms, continuous attention to the development of new products with product modifications and services to meet the changing needs of customers. Peter Drucker states that The aim of marketing is to make selling superfluous as most companies doing marketing to distribute information to seek attention and persuade customers to purchase. As a result we can say that marketing is a process that aims to understand and satisfy the needs of a customer to make sales and maximise revenue. Marketing is not advertising, it is one of the component within marketing, which is used to inform consumers about product or services provided. This report will use marketing techniques and strategies apply it to Apple inc. to explore the concept of marketing and its role in consumer society. Raymond Williams highlighted about advertisement in the Magic System theory, that advertising doesnt means of only selling goods/products. However, advertising in its modern forms operate to maintain the consumption ideal from criticism, that consumption does not address social needs. Consumer society is when people buy new goods and services, it can also be said as consumer behaviour in terms of demand is constantly changing especially for the goods that they do not need, and which leaves high value on owning many things. We are all participants in an existing phenomenon that has been variously called a consumerist culture and a consumer society. Consumerism is a social and economic method that is based on the systematic creation and encouragement of desire to purchase goods and services in increasingly amount. To say that some people have consumerist attitudes or values means that they always want to consume more. The theory states that an increasing consumption of goods is economically beneficial. In long-term historical and social factors influencing consumption. Jean Baudrillard stated the consumption theory in his (The Consumer Society) book, that consumption has become the most important basis of the social order. He explores how consumer products, rather t han modern decisions such as class, made up a system of signs that differentiated the population and those meanings related with products being delivered to customers via. Apple Inc.http://www.hotstocked.com/articles-img/small/apple-inc.jpg Apple Inc is an American multinational company established on April 1st 1976, which designs and produces consumer electronics such as iPones, iPods, iPads and iMacbook and software products and its best known for its computer hardware products including Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media application and the iPod personal music player. The companies head office is based in Cupertino, California. CEO and co-founder is Steve Jobs. Apples popularity increased more in late 1970s with its interesting, forceful and inviting advertisements to inspire individuals. In 1990s Apples advertisements were at the top with the Think Different campaign, it owned its popularity by using famous people in their adverts. Apple has achieved its high targets in its development and growth in 2007 when they first created iPhone, which has changed the fortune of the company. The iPod, iTunes, iPhone and new great Mac computers became the most popular and profitable devices ever for Apple. Apples Marketing Strategies and Techniques Apple has gained successful image in past couple of years with their creative, fresh and progressive way of making business, they create great style and designs, great strategy, innovative marketing, smooth and tempting communications. Apples seductive success is owned by their iPhone, iTunes and iPod products. All these products have presented a combination of an immense hardware, perfect style, and great software, expeditious and speedy performance with a good e-business service. (2007, 2010 Venrtygo team)steve jobs apple computers Apple has exceeded $160 billion in 2008, $210 billion in 2010 and in January 2011 they exceeded $302.47 billion in market capitalization, as Apple Inc. shares has increased by more than seven points. They made huge differences in the market shares and this implies that consumers are more aware of the products, and the right marketing strategy used has reached to right consumers. Apples has made extraordinary campaigns in communication with consumers and extremely modified marketing strategy with particular target section of the market. They appeal to customers needs and wants directly with their great communication, the distribution network and with their quality and price ratios. Apples has several key strategies in marketing which made them successful and come to top of their game in a way like no other. Apple always managed to extend their experience and created a tribe. Apple also communicates in the language of their audience; Apple tries to give information in the way that their customers want to be informed. Their prices are justified, apple customers gladly pay premium for the reason of their good selling quality devices are nowhere else. They ignore critics, any time Apple produce a new device especially for the iPad people say that it will fail. Every time Apple decided make new changes and introduce a new device they prevailed. Steve Jobs did not listen to critiques instead focus on building what they want to build. Albert Einstein said that Great ideas often receive violent opposition from mediocre minds. Apple turns the ordinary into something beautiful. PC makers constitute a standard hardware for standard applications. Apple is the leading best standard operating system and computer system against to their competitors. Simultaneously they are exploring the design standards as well. Result of this is the multi-wanted iMac, Mac book Air and iPhone 4 Former of Apples marketing executive and consumer marketing expert Steve M. Chazin has revealed the Secrets of the World Best Marketing Machine from Apple.http://www.i-seb.com/wp-content/uploads/2009/04/segmentation.jpg One Dont Sell Products (People buy what other People have) according to Steve M. Chazins point here is that products dont sell people do. For example when looking to the advertisement of the popular product iPod, there is lots of happy, energetic people dancing in shape against a colourful, vibrant and ever-changing background and it is the newest, trendiest features coming on the market, which gives customers the desire to buy as we live in a society that wants things new and improved and different from the regular products. Therefore Apple is showing its customers the difference they have from their competitors, it isnt selling you a simple MP3, its also inviting you to the difference lifestyle of apple. They indicate that if you use MP3 youll hear good music, but if you use apple iPod then you will feel good due its value and ability to play it in many different places. As Raymond Williams talks in The Magic System that in our society advertisements are created to make customers t o believe that the product they buy will make them feel in a different way. Apple makes people believe by the advert that they will feel the same way of those happy dancing, energetic people. Also Apple has an distinctive white headphones (uniquely to Apple), which are produced as pure apple marketing trick, it is designed to make visible part of their product a status symbol, wear white headphones and you are the member of the club. For example the advertisement of iPod shows us the people shadows dancing hold their iPods and showing distinctive white headphone. Accordingly Baudrillard states that, consumption is the most important basis of the social order and sociologically a particular individual belongs to a specific group which consumes a specific product, and the individual consumes such a product because he or she belongs to such a group This theory is related to the marketing that Apple gives to its customers, when customers buys Apple Product because they know that they belong to that society and it add-ups value to them. According to Raymond Williams when people buys more than just the product, as they buy self-respect, beauty, and power in their society throug h this consumption. Raymond also believed that people who have high consumption of products are living high standard life. .http://cdn1.iofferphoto.com/img/item/193/716/718/oZ4Y.jpg Two Never be the First to Market, (Make Something Good Greater) the marketing executive of apple applies that Apple is always leader creating new categories, surely they have never invented anything new such as PCs and MP3s and phones, but iPhone is very successful with functionality of on existing designs such as The Mac, iPod, iTunes and iPhone. Apple makes complex things easy and elegant as it is easy now to get music in to your pocket. Apple dont define you categorize rather they try to occupy shelf space that already exist in prospects mind, apple focuses on the one thing they do better and then make that mater to us. Baudrillard also declares that he can go one better and introduces a third form of exchange which is symbolic exchange in the form of the sign. Baudrillard argues that in addition to the satisfaction of human needs, commodities can also provide social status something of increasing value in modern society. This value is expressed in the form of the sign. Three Empower Early Adopters, this aspect identifies that Early adopters are those who are genuinely Apple Lovers and those who taking a risk to help Apple to succeed. Early adaptors are younger in age and have money to spend. Steve M. Chazin says that they are the first to take Apple product to everywhere. iPhone users feel in the same way the PowerBook users felt in 1993. Early adopters are the first to voice Apples marketing force through word of mouth as these adopters have set apart from the crowd and their gadget is a symbol of their states which they are proud to show off. http://www.dealgiant.co.uk/wp-content/uploads/2010/01/MacBook_Pro_MB990B-A_offers.jpg Apples glowing apple logo is always upside down to you and it was fixed to be right side up for others to see when you open you open your Macbook you are showing others the brand and selling the brand to others. What this makes is that enables customer to make their choices by seeing it in others. Baudrillard stated that either prior production (polls, market studies) or subsequent to it (advertising, marketing, conditioning), the general idea to shift the locus of decision in the purchase of good from customers where it is beyond control to the firm where it subject to control (p.38). Apples intention is to make customer come to them without any encouragement via the firm. Apples secure customer loyalty by considering its product strong design as it is plain and simple. Many consumers may possibly not ready to buy an Apple computer due to its price, but they are willing to give gadgets to try such as smart iPods or iPhone, as these products are lower price entry to Apple Inc it gives the customer opportunity to be introduces to the brand and its quality products. Customers are more likely to buy apple computer in future if they are happy with these gadgets. According to Baudrillard he described the way of influencing customers desires the infernal round of consumption is based on celebration of needs that supposed to be psychological. These are distinguishes from physiological needs since they are supposedly established through discretionary income and the freedom of choice and consequently manipulate at will (Baudrillard p.39). Apple can influence easily their existing customers who are using iPhone, iPad and iPod to buy their Mac book computers.http://www.itechnews.net/wp-content/uploads/2008/06/griffin-powerdock-2-iphone-ipod.jpg Encoding / Decoding in Apple Inc. Stuart Hall developed a theoretical model to clarify the influence of television broadcasts such as advertisements called the encoding and decoding model. Encoder is trying to transfer information in a certain meaning based way to decoder, while decoder is adapting this original meaning into a new version according to their own way of perceiving. Production, here, constructs the message (Hall, 1980). According to iPod advertisements via Halls concepts, arguing that his production-reception model is a useful approach to understanding modern mass media messages, especially advertising. This model assumed that the media tools had an interest in production, circulation, distribution, consumption and reproduction rather than just conveying a message. In the encoding/decoding model of media discourses developed by Stuart Hall, the meaning of the text is located between its producer and the reader (Hall, 1980). Therefore apple produces plain and not confusing adverts towards customers as if the decoder perceiving differently to the encoder, the decoder will create their own version of the message with a totally different intention. When decoder functions under this position hall states that He/she is operating with what we must call an oppositional code (Hall, 1980). Encoding decoding is not a important concept for Apple Inc as their customers all ready knows what to perceive they wont be confused. Apple Branding Marketing executives in a company give values to add services to a product and an attempt to enhance their products like Apple with values and links that are recognised and valuable to their customers which is then a brand.   Identification or distinction from other competitors is the reason for branding which gives them their own identity. Apple is one of the examples which are now leading as a brand in IT arena.   Apple (brand name) which is auspicious had a consumers loyalty by the strength of their services and values which then lead the customers to repeat a purchase from the same company again. Advertisements do have an enormous attraction for a customer to hit on an individual mind for a company.   Apple as compared to other companies is a well recognised brand and it definitely preferable by customers.http://www.damonchernavsky.com/Pictures/Creative_Ads/Evolution_of_Brands/history-of-apple-computers.jpg Critical Analysis and conclusion Conclusion Referances Dougherty, M. (2010) The story of apple Inc. Last accessed on 12.03.2011 [online] http://www.brighthub.com/computing/mac-platform/articles/65346.aspx http://blog.kissmetrics.com/7-strategies-apple-marketing/ 6 Unfair Market Advantages You Should Steal from Apple http://www.vertygoteam.com/apple_marketing_strategy.php http://www.theglaringfacts.com/2010/11/encodingdecodingmodel Williams, Raymond (1962) Advertising, the Magic System. In Problems in Materialism and Culture. London: New Left Books. Baudrillard, J. (1998). The Consumer Society: Myths and Structures. Sage Publications Ltd. London, England. http://mashable.com/2011/01/03/apple-300-billion/

An Economically Important Crop

A. sativa is an economically important crop and ranks sixth in world cereal production after wheat, rice, maize barley and sorghum (FAO, 2012). It is an important role as food for human and feed for animals in central high lands of Ethiopia; it is one of the best dual-purpose cereal crops. Ethiopia as a region with wide altitudinal range, substantial temperature, and rainfall differences with diverse edaphic conditions create a wide range of agro-ecological conditions and microenvironments. Ethiopia, is considered as a secondary center of diversity for the oat, little has so far been done towards determining the genetic diversity, population structure and acid soil tolerance capacity screening of Ethiopian oat accessions. More nutritious and high yielding oat varieties are needed to run an efficient livestock industry as well as to secure human food security on which dependence of increasing population is taking ride. So, it becomes important to take advantage of the germplasm available to develop the superior cultivars for specific needs.Thus, the present study was undertaken to identify or catalogue oats genotypes along with the assessment of genetic diversity prevalent in different geographical regions in the country and from USA, Netherlands and Australia. The 176 oat accessions were used for the present investigation and they were sown in a RCBD design with two replications at each site. Observations were recorded on various morpho-agronomic characters viz; plant height (cm), internode length (cm), number of nodes per main stem of a plant, number of tillers /plant, Flag leaf length (cm), length of panicle (cm), number of spikelets per panicle, days to 50% flowering, days to maturity, biological yield per m2 (g), grain yield per m2 (g), and harvest index (%). This study also provides one of the first reported investigations of association analysis in a diverse population of oat, and thus, it will provide a useful benchmark for comparison with future results and with results from other species. Accurate assessment of the levels and patterns of genetic diversity has tremendous importance in the analysis of genetic variability in cultivars; identifying diverse parental combinations to create segregating progenies with maximum genetic variability for further selection; and introgression of genes from more exotic germplasm to broaden the genetic diversity of oats. The results obtained in our study provide a better understanding of genetic diversity along with its aluminium tolerance from different regions of Ethiopia as well as USA and Netherlands and Australia oat germplasm accessionsBased on molecular and agro morphological data there are no clear differentiation between populations; the population that were analyzed as genus level, A. sativa population and A. abyssinica population. The present study revealed that the oat accessions had significant wide range variability with respect to qualitative and quantitative traits. Moreover, the variations observed (both qualitatively and quantitatively) were fairly distributed across the regions/populations the accessions were collected from. These indicated potential genetic diversity prevalent in oat accessions, which can be harnessed future breeding and conservation endeavors in Ethiopia. A high genetic diversity exists in Ethiopian accessions as well as in USA and Netherlands- Australia accessions. There is a significantly higher variation within the populations than among the populations. In addition, there is a significantly higher variation within cultivated as well as within wild than among the cultivated and among wild. Furthermore, there is a significantly higher variation within species than among the species.The molecular diversity analysis was carried out using 19 SSR markers in all the 176 germplasm. The SSR markers showed clear differentiation between wild and cultivated, but they failed to differentiate from Ethiopian and USA and Netherlands-Australia cultivated oat accessions. The following molecular data were recorded for allelic parameters like, number of alleles/effective alleles; average heterozygosity; genetic diversity; and Polymorphic Information Content (PIC), demonstrating the availability of adequate genetic diversity in the wild oat accessions that can be exploited in the future. These variations in the allelic parameters were also noticeable across regions/populations sites. Peculiarly, the geographic populations, Shewa and Gondar and Arsi, had the most excessive number of effective alleles in 176 oat accessions the whole, 81 A. sativa accessions, and A. abyssinica accessions; and expected/unbiased expected heterozygosity measures. This indicated that these regions possess higher importance towards through introgression desirable genes into other oat genotypes in Ethiopia. The following molecular data were recorded for allelic parameters like, number of alleles/effective alleles; average heterozygosity; genetic diversity; and Polymorphic Information Content (PIC), demonstrating the availability of adequate genetic diversity in the wild oat accessions that can be exploited in the future. These variations in the allelic parameters were also noticeable across regions/populations sites. Peculiarly, the geographic populations, Shewa and Gondar and Arsi, had the most excessive number of effective alleles in 176 oat accessions the whole, 81 A. sativa accessions, and A. abyssinica accessions. This indicated that these regions possess higher importance towards through introgression desirable genes into other oat genotypes in Ethiopia.Cluster analysis grouped 176 genotypes into five clusters whereby the individuals within any one cluster are more closely related than are individuals in different clusters. Our expectations were, the hexaploid specie might be grouped together and tetraploid species may have clustered together, while hexaploid and tetraploid species should have to be clustered separately since they possessed different genome. unlikely to our expectation the result showed that hexaploid and tetraploid were grouped together. Clustering these groups were similar both in molecular and agro-morphological data. Similar results were found for molecular data. The DARwin 5.0 software was used to generate the dendrogram. All the genotypes were clustered into 3 clusters of different sizes. On the other hand, results of PCA and various recorded values of important agro-morphological descriptors were jointly used to determine the groups identified in the molecular analysis at a STRUCTURE present k=2. As a result, the first group, USA and the Netherlands – Australia belonged to the cultivated oats, A. sativa; whilst the second groups were predominated by accessions from the Ethiopia, both cultivated and wild. Consequently, it was concluded that Cultivated oat groups had higher genetic diversity than their respective Wild oat counterparts in Ethiopian oat germplasm. The current study showed that Root Length (RL) was affected more by Al toxicity. Lower Al toxicity levels less than 50 Â µM had no significant effect on the growth performance in most oat accessions, while the growth of RL showed a decline with increasing Al concentration and toxicity levels. The impact of Al toxicity on oats germplasm became influential upon toxicity level increments. The optimum Al3+ concentration for tolerance level could be 112.5 Â µM oats. Thus, these accessions should not be recommended in area where soil acidity is predominant. However, A. vaviloviana accessions were highly Al tolerant as revealed by root growth performance and can be promoted in area where soil acidity is a challenge. This study is the first of its kind to evaluate the performance of Ethiopian oats to Al-toxicity. The study clearly showed the possibility of developing lines and genotypes that can tolerate acidity in Ethiopian context and support agricultural development in acidic soil area in the country. In conclusion, the present study generated unique outcomes in terms of directing the phenotypic and molecular genetic diversity; population structure of the genepools; and to identity of sub-groups up to the species level. It is considered to put the platform for future breeding and genetic resource conservation programs in Ethiopia.

A Study on Lawrence Venuti’s Translation Theory Essay

Lawrence Venuti is a distinguished translator, translation theorist and master of deconstruction whose works are included in two collections of stories by Dino Buzzati. Venuti is the recipient of a translation grant from the National Endowment for the Humanities and a Premio di Cultura for translation from the Italian Government. A former judge of the PEN-BOMC Translation Award, he teaches at Temple University as an Associate Professor of English. He is the editor of anthology Rethinking Translationï ¼Å¡Discourseï ¼Å'Subjectivityï ¼Å'Ideology; the compiler of The Translation Studies Reader and the author of two major books on translation. —The Translator’s Invisibility: A History of Translation and The Scandal of Translation: Towards an Ethics of Difference. Lawrence Venuti has studied the translating practice with a critical eye since the 1660s and introduced the dominant position of the fluentness in translation strategies, which helps form the canons for translated literature in Anglo-American language and culture; he has analyzed the influence of the textual and non-textual elements to translation such as relationships between ST and TT and between writer and translator, etc., in hopes of finding a text that can load the foreignness and situate the translator in the foreground. Venuti’s theory has re-analyzed the connotation of translation. He is strongly against domestication of translation, which embodies the ethnocentrism and cultural hegemony in essence. So he puts forward new translation methods such as â€Å"resistance†, â€Å"symptomatic reading† and â€Å"abusive fidelity†. He hopes to make a new position for translation that should be read as a translation with its own value, which not only puts post-modernism in translation but also leaves enough space for Chinese scholars and students to rethink translation. Beside Introduction and Conclusion there are five chapters in this thesis: Introduction briefly introduces the present situation of translation studies and the theme, the structure and goal of this thesis; Chapter One collects and briefly introduces the most important parts of Venuti’s translation theory, trying to find the essence and key points from either textual or non-textual aspects; Chapter Two tries to analyze Venuti’s theory from both diachronic and synchronic perspectives in hope to find the properties in the modern times; Chapter Three integrates theories of different schools and focuses on analyzing the functions of Venuti’s translation theory in translating practice and review through comparative studies. Chapter Four briefly analyzes the backgrounds and ways of introduction of Venuti’s theory and its influence on translation studies and practice in China, as well as the present status of its misreading and mistranslating; Chapter Five analyzes the merits and demerits of Venuti’s theory from both positive and negative aspects, hoping to generalize his contribution to translation studies and draw attentions to the void space for rethinking translation; Conclusion sums up the whole thesis. Key Words: Lawrence Venuti power relationships resistance foreignness rethinking

Beowulf Monster Vs Hero Essay - 1557 Words

In Christian medieval culture, the term â€Å"monster† was used to refer to anything born with defects, as they were deemed God given signs of bad things to come. However, when exactly does a person gain the title of â€Å"hero†? From acts of defeating monsters, to defending a distressed village against a powerful plague, many are then considered heroes, yet when someone considered a monster does something heroic, does that cancel out their villainy? And vice versa? While Beowulf exhibits a multitude of heroic attributes, his undermining beast like qualities are hard to miss, and essentially pose the question to the reader: What is the relationship between monster and hero, and is there an overlap? The epic Beowulf blurs the lines between what it†¦show more content†¦With a great and horrendous monster like Grendel, one would think that the author would describe the onset fear he produces onto his victims. However, when Grendel and Beowulf commence their battle , there is an immediate change of tone and diction that visibly illustrates a fear of Beowulf and his strength. From â€Å"The captain of evil discovered himself in a handgrip harder than anything he had ever encountered in any man on the face of the Earth.† (lines 749-752) to â€Å"It was the worst trip the terror-monger had taken to Heorot.†(lines 764-765). If the poet were to omit the nouns used to entitle Grendel(captain of evil and terror-monger), with that of his actual name, one could not help but sympathize with his pain. The climax of his fear ends with â€Å"Then an extraordinary wail arose, and bewildering fear came over the Danes.† (lines 781-783). It is interesting to see that the Danes is described as in fear, once Grendel has cried out in explicit pain due to his defeat. This ties back to the roles and relationship of Heroes and Monsters. Whilst Beowulf is the Hero of this epic, his presence and actions descriptively trigger the most fear among the monster, and thus the the danes as well. This leads to the manifestation of a sort of â€Å"evil twin† story line. An evil twin story usually depicts physical copies of protagonists, but with profoundly inverted moralities. However,Show MoreRelatedEssay on Beowulf study guide1576 Words   |  7 PagesHrothgar and his response to learning that Beowulf has come to his kingdom. A. The king is sad and depressed that his kingdom has fallen into such a state of disrepair. He is overjoyed to learn that Beowulf, whom he knows from stories and his father, Ecgtheow, has come to fight Grendel. Hrothgar promises Beowulf treasure if he can defeat the monster. 2) In the beginning of â€Å"Beowulf,† King Hrothgar’s hall has been deserted for twelve years. In a short essay, tell why the hall has been deserted. 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Mental Illness And Its Effect On Self Esteem And Promotes...

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The Public Health Impact Of Diabetes Mellitus Essay

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Apple Pectinase free essay sample

The aim of this experiment is to see the effect of different Pectinase concentrations have on the production on apple juice. Pectinase is an enzyme, which breaks down pectin, a polysaccharide found in plant cell walls. This enzyme is mainly commercially used to speed up the process of fruit juice production as the cell walls of plants are broken down more quickly. Therefore by changing the Pectinase concentrations, the results may show the effects it may have on how much apple juice will be produced. Hypothesis The apple pulp mixed with any of the pectinase concentrations will yield greater volume of apple juice than the one which is not mixed with pectinase. Also as the concentration of the Pectinase increases in concentration, there will be more apple juice produced. However, after a certain Pectinase concentration, the volume of apple juice produced would not be proportional to the increase in enzyme concentration. This is because there is an excess of active sites in the Pectinase for the pectin in the cell walls of the apple to react with and therefore the apple juice produced will not increase further. The enzymes have specific shapes so that they can catalyse reactions. Every enzyme has an active site, which is the part where it joins to its substrate to catalyse the reaction. If the substrate doesn’t match its active site the reaction wont catalyse. This is called the lock and key mechanism. If, however, there are more active sites than substrate then no matter how high the concentration is it wont affect the production of apple juice. Since I am only varying the concentration of the enzyme (pectinase) I will have to make sure that all other variables are maintained (e. . Temperature, PH and the amount of apple pulp). This is because enzymes are affected by temperature, pH and concentration. Equipment| Why I am using this equipment| Apple pulp| I am using apple pulp as an example of a fruit to determine the maximum amount of juice that can be extracted using different concentrations of the enzyme pectinase. I will be using 20g of apple pulp for each percentage concentration of pectinase solution| Pectinase solution| I am using the enzyme pectinase to break down the pectin in the cell wall so that the fruit juice can be extracted. I will be using 5 different percentage concentrations of pectinase solution (0%, 25%, 50%, 75%, 100%) to see which concentration extracts the maximum amount of apple juice. | Filter paper| I am using filter paper in the experiment to filter the apple juice into the measuring cylinder, separating it from the apple pulp. | Glass rod| I am using a glass rod in order to stir the apple pulp and pectinase solution together in a beaker so that the pectinase is evenly mixed throughout the apple pulp. Beakers| I am using beakers into which I will put the apple pulp and pectinase solution so that effective stirring can take place. | Measuring cylinder| I am using measuring cylinders so that the apple juice extracted using the pectinase can be measured accurately volumetrically. Therefore, I can then measure how many milliliters of apple juice have been produced from the different percentage concentrations of pectinase. | Filter funnel| I am using a filter funnel so that I can hold the filter p aper containing the mixture of apple pulp and pectinase solution. The filter funnel also fits well in the measuring cylinder. Syringe | I am using a syringe to measure accurately the correct volume of pectinase solution (5cm3) to be added to the apple pulp at different concentration of pectinase enzyme. The concentrations are: 0%, 25%, 50%, 75% and 100%. | Thermometer| I am using a thermometer to monitor the temperature of the apple pulp and pectinase mixture and noting down any changes in temperature. | Stopwatch| I am using a stopwatch to ensure that when the pectinase is added to the apple pulp it is only incubated for precisely 10 minutes for each of the pectinase concentrations. After 10 minutes the mixture is poured into the filter paper and the stopwatch is restarted and stopped at 5 minutes to see what volume of apple juice is has been delivered in 5 minutes into the measuring cylinder for each of the pectinase concentrations used. | Controls Control| How it will be controlled and why? | Temperature| Temperature increases enzyme activity by increasing the  kinetic energy and reduces the activation energy for enzyme catalysis. At extreme temperatures (40oC and above) the enzyme activity decreases and stops due to enzyme  denaturation. This results in the irreversible change in shape of the enzyme active site and the substrate can no longer fit into the active site of the enzyme But, generally higher temperature tends to increase enzyme activity. Therefore, I have to  ensure that the temperature remains constant for each experiment.. To ensure this is  in system for each experiment, a room temperature will be dictated for each experiment. Then, with the use of the  thermometer, the solutions, before, during and after experimentation, will have their  temperature measured to ensure a fair experiment. | Volume of pectinase| In the experiment I will be keeping the volume of pectinase solution the same. I will do this by using a syringe, which will accurately measure out 5cm3 for each of the different percentage concentrations of pectinase solutions. If different volumes of pectinase solutions are used then the overall concentration of pectinase in the apple pulp will change and will affect the results. Therefore it is important to have the same volume of pectinase for the different concentrations of pectinase used| PH| The pH is an important factor to take into account. This is because all  enzymes have optimum pH for maximum enzyme catalysis. Above and below the optimum pH enzyme catalysis decreases . Therefore, it is important to have the same pH for all the experiments. I will check the pH of all the pectinase enzyme concentrations before each experiment commences so a fair experiment is conducted. | Concentration of pectinase| The concentration of pectinase is the dependent variable in this experiment. I will use the different percentages of pectinase solutions so that I can see from my results which percentage produces the most amount of apple juice. I will be using 5 different percentages of pectinase, which are 0%, 25%, 50%, 75% and 100%. | Apple age| It is important that the apple pulp used comes from the same stock. This is because if for some experiments the apple pulp was from young unripe apples (little juice synthesized by plant) then little juice may be extracted even after adding pectinase than from ripe apple where more juice as been synthesised by the plant. Therefore, apples which are the same age and from the same stock should be used in all experiments. | Type of apple| The type of apple must be the same because some apples may be naturally juicer than other apples. Therefore it may produce more apple juice than another apple affecting the results of the experiment. We are trying to see how the concentration of pectinase affects the amount of apple juice produced and not the type of apple. I will make sure the apple pulp has come from the same type so that the experiment is controlled. Time| The time must be accurately controlled because the longer the pectinase is in contact with the apple pulp more juice will be released until eventually no more juice can be liberated as all the pectin has been digested by the pectinase. Since we are investigating the rate at which the different enzyme concentrations affect juice extraction, the time of incubation of pectinase with the apple pulp must be constant for each of the experiments conducted. I am therefore using a stopwatch to ensure that when the pectinase is added to the apple pulp it is only incubated for precisely 10 minutes for each of the pectinase concentrations. After 10 minutes the mixture is poured into the filter paper and the stopwatch is restarted and stopped at 5 minutes to measure the volume of apple juice in the measuring cylinder If the timings are different for each of the repeats then this may affect the amount of apple juice liberated from the pulp and the volume collected in the measuring cylinder. | Risk| How it will be managed| Spillages| Any spillages should be notified to the teacher. Then it should be cleaned up so that there is no risk of someone slipping and causing an injury. Breakages| Any breakages should again be notified to the teacher so that the breakage can be cleared up and the any injuries are prevented. | Eating/drinking| In the lab no eating or drinking should take place because the food/water could get contaminated and affect the health of the person eating or drinking. Also the apple juice produced should not be drunk as it may still contain pectinase, which could also affect the health of the person drinking the juice. | Pectinase | The pectinase solution can be an irritant so if it has touched the skin or eyes make sure to wash thoroughly with water. Wear goggles to prevent splashes to the eyes occurring. | Overall Plan 1) Pour each of the 20g of apple pulp into 5 empty and clean beakers. 2) Use syringes to measure out 5cm3 of each of the different percentage concentrations of pectinase solutions into the 5 beakers containing apple pulp. 3) As soon as the pectinase solutions have been syringed into each of the beakers start the stopwatch and time for 10 minutes 4) As soon as the stopwatch has started use the stirring rod to mix the apple pulp and the pectinase solution together for 10 minutes. Stirring should be continuous to allow good mixing to occur. 5) Read the temperature of the mixture using thermometer and record it by placing the thermometer in the mixture for 30 seconds. 6) After the 10 minutes of vigorous stirring, stop the stopwatch and pour the mixture into the filter paper contained in the filter funnel which is resting on the measuring cylinder. Make sure that all of the mixture has been poured into the funnel. 7) As soon as the mixture has been poured onto the filter paper start the stopwatch and time for 5 minutes to allow the filtrate (apple juice) drip into the measuring cylinder. The results from both the primary and secondary are graphically represented in Figure 1 and shows the average volume of apple juice produced (cm3) in 10 minutes versus percentage pectinase concentration. From Figure 1 both the primary and secondary data clearly show that upon adding 25% pectinase solution to the apple pulp there is a large increase in the volume of apple juice produced. For the primary data volume increase is 6. 4cm3 (7. 7 – 1. 3) and for the secondary data 8cm3 (9. 5 – 1. 5). For the primary data subsequent increases in pectinase concentration do not yield anymore apple juice and show a slight decrease in the volume of apple juice production when compared to 25% concentration The results for 50%, 75% and 100% concentration of pectinase are anomalous as I would have expected some increase or an equal volume of apple juice produced when compared to 25% concentration pectinase, the graph should have plateaued out. However, the decrease in volume for 50%, 75% and 100% relative to 25% are very small and can be accounted for by experimental error as these experiments are conducted by 5 different groups in the class. The secondary data from Figure1 shows an initial similar trend to the primary data in that a large volume of apple juice produced when 25% concentration of pectinase solution was added relative to no pectinase (0%). The trend shows a gradual increase in apple juice volume as the concentration of pectinase increases if the anomalous result for 75% is ignored. This anomalous result at 75% could be accounted for by experimental error as the overall trend indicates increase in volume with increasing concentration. The increase in volume of apple juice by increasing the concentration from 5% to 100% is only 0. 8cm3. Therefore, increasing pectinase concentration from 25% to 100% only gives a very small volume increase in apple juice. Both the primary and secondary evidence show that the volume of apple juice produced increases greatly when 25% concentration pectinase is added to apple pulp. Accounting for experimental error the primary data shows no more volume of apple juice produced when increasing pectinase concentration. The secondary data shows a similar trend except that there is a very slight increase (0. cm3) in apple juice volume when pectinase concentration is increased fourfold from 25% to 100%. The difference in the two primary and secondary data is probably due to a combination of experimental error and experimental conditions employed during the experiment. Conclusion based on evidence My hypothesis for the above experiment was: a)The apple pulp mixed with any of the pectinase concentrations will yield greater volume of apple juice than the one which is not mixed with pectinase and b) as the concentration of the Pectinase increases in concentration, there will be more apple juice produced. However, after a certain Pectinase concentration, the volume of apple juice produced would not be proportional to the increase in enzyme concentration. The primary and secondary evidence both support part a) of my hypothesis. There is a large increase in volume of apple juice when pectinase is added to apple pulp. Pectinase aids in the extraction of juice from apples. It does this by breaking down and digesting pectin, which is found in the cellulose fibers of apples. Pectin is also found within the layers of the apple’s cell wall. The pectinase enzyme breaks down the pectin, causing each of the apple’s cells to release greater amounts of juice than just squeezing pulp. Part b) of my hypothesis is partially supported by the primary data collected in the classroom and wholly supported by the secondary data which was generated by the technician. The data can be explained by enzyme kinetics and substrate concentration. Pectinase is an enzyme which specifically breaks down pectin and therefore has specific shape that only fits pectin and the site where the reaction occurs on the pectinase is called the active site. Pectin specifically fits into the active site and is broken down. As with all enzymes the activity of an enzyme is dependent on factors such as pH, temperature and enzyme concentration and substrate concentration. Temperature was monitored during the reaction and was 20oC for all the experiments. The pH was not measured and will be discussed later. The concentration of the pectinase was the independent variable and the apple pulp concentration remained constant at 20g for all the pectinase concentrations. When an enzyme (pectinase) concentration is low then reaction rate will be low with the substrate molecules competing for the active site. As the concentration of the enzyme increases then more active sites are available for the substrate and the reaction rate will be high. If the enzyme concentration is increased even further then there would be more active sites than substrate then, the rate of reaction would not increase but plateau out and the limiting factor would be the substrate. In our experiment the graphs show that there was an initial high enzyme activity (large volume of juice produced) and then the activity plateaued out at higher pectinase concentrations for the primary results (taking experimental error in account). For the secondary data results were similar except that increasing enzyme concentration only increased enzyme activity slightly as seen by the small increase in volume in juice production. The results show that the substrate was the limiting factor as increasing the pectinase concentration meant there was not enough substrate and the rate could not be increased and this suggests that virtually all the pectin that could have been digested by pectinase to release the juice was achieved with the 25% concentration of pectinase. Evaluation of conclusion My conclusion is based on the primary and secondary data generated during this experiment and is supported by mechanisms of enzyme activity and factors affecting enzyme activity. The addition of 25% concentration pectinase to apple pulp increases apple juice production by a factor of approximately six when compared to no pectinase added for both primary and secondary data. Therefore, this large increase is due to the pectinase which is known to digest pectin in cell walls. As a result of pectin digestion in cell walls the cell wall integrity diminishes resulting in release of more juice. As the pectinase concentration increases increase in juice production relative to 25% is not significant and is supported by the secondary data. Primary data shows a small decrease in juice production beyond 25% concentration but this may be due to experimental error. The conclusion explains this by stating that the substrate (apple pulp) is the limiting factor and there are more enzyme active sites than substrate. If there was a further large increase in juice production at 50%, 75% and 100% then the conclusion could not explain the results in terms of substrate limitation and excess enzyme active sites. The collected evidence can be improved by conducting the experiment with more pectinase percentage concentrations between 0% and 25%. For example 5%, 10% 15% and 20% and also the time of experiment could be for different time intervals, for example 20 minutes and 30 minutes. The lower concentrations would show that juice production and hence enzyme activity is linear and proportional to concentration of enzyme and that the substrate is not the limiting factor. Enzyme catalysis follows zero order kinetics when substrate, pH and temperature are not limiting. Increasing the time would show that no more juice is produced when the enzyme is incubated for longer and that would support the conclusion that the substrate is exhausted and no more pectin can be digested by the enzyme. Evaluation of method The method is a very simple method and can produce results which can be interpreted. The strengths of this experiment relies on the availability of reagents for example apple pulp and enzyme and general laboratory equipment. The experiment can be easily performed and repeated. Also there are few variables which can skew results and therefore difficult to draw conclusions. The hypothesis can be supported by the results as only the enzyme concentration is changed and everything else is controlled. However, the weakness can influence the results for example temperature and pH must be maintained for all experiments as these can have a large impact on juice production and hence enzyme activity. Ineffective stirring can also affect the results as the pectinase may not have been mixed in properly and therefore unable to digest pectin effectively and this can lead to lower volume of juice being produced. The anomalies in the data points can be attributed to the above factors and this has reflected in the hypothesis where I expected to see a slight increase in juice production at the higher concentrations of pectinase and not a decrease in juice production relative to the 25% concentration. The secondary data supports my hypothesis but this experiment was conducted by the technician and not by the class. The methodology can be improved by firstly incubating the pectinase and apple pulp in a water bath a constant temperature for all experiments. The pH of the solution should be checked using a pH meter and pH adjusted using appropriate buffers. The stirring of the mixture should not be manual but mechanical using a stirrer therefore eliminating human error. This may have caused the reduction in juice production at 50%, 75% and 100% in the primary data and hence the data did not quite support the hypothesis. Each concentration data point should be repeated by the same individual as this would eliminate further errors. By controlling these variables more reliable results would be obtained with very few anomalies. Variation in pH and temperature can dramatically affect the results and can impact the hypothesis. For example, lower temperature would reduce enzyme activity and this would result in lower juice production at all concentrations of pectinase. This would impact the hypothesis in that I would not be able to conclude that the substrate was the limiting factor and vacant enzyme active sites. This would also be true for changes in pH.