Biochemical Importance of Water

Biochemical Importance of Water Water is often referred to as the universal solvent and without there would be no life on this planet. Its involvement is extensive from cellular processes in organism to providing a habitat for life. In this essay I will examine the reason for waters properties and how its properties allow for its vast involvement. A water molecule is comprised of 2 hydrogen atoms and an oxygen atom. The oxygen forms 4 sp3 hybrid orbitals resulting in a tetrahedral shape. The sp3 hybrid orbitals come about from the overlap of the 2s orbital and the 2px, 2py and 2pz orbitals of the oxygen. Two of these hybrids then overlap with the 1s orbital of the hydrogens resulting in two covalent bonds. The other orbitals are occupied by the 2 lone pairs on the oxygen. The VSEPR (valence shell electron pair repulsion) theory states that electrons repel each other and as a result of this the electrons that surround an atom spatially arrange themselves maximising the distance between one another in the effort to reduce this repulsive effect1. However, lone pairs have a greater repulsive effect than valence electrons which results in the distortion of the angle by effecting the positions of the other electrons; this property accounts for waters shape being bent rather than tetrahedral and having a bond angle of 104.5Â ° rather than a tetrahedral angle of 109.5Â °1. Waters polar nature is contingent upon the difference in the electronegativities of its atoms. Oxygen has a greater electronegativity than hydrogen resulting in oxygen having a bigger pull on the electrons than the hydrogen. The result of this is an inductive effect where the electrons in the covalent bond being drawn closer to the oxygen. As a result of the inductive effect, the oxygen has a partial negative charge (ÃŽ ´-) while the hydrogens possess a partial positive charge (ÃŽ ´+) producing a polar substance. Waters polar nature allows for the formation of hydrogen bonds between one another. The partially positive hydrogen of one atom forms a hydrogen bond with partially negative oxygen of another water molecule. The partial charges on the atoms that make up water allow it to act as a solvent for ionic or polar substances. In the case of ions, the water can break bonds between one another to form ion-dipole bonds as well as dipole-dipole bonds5. The charge of the ion attracts the opposite charge on the water and is surrounded by the solvent molecules forming either one or more hydration shells. Certain biological molecules possess both polar and non polar regions. The polar regions are said to be hydrophilic and will interact with the solvent through hydrogen bonding. The non polar regions are unable to form hydrogen bonds with the water and therefore are unable to interact with it. The water is said to have a hydrophobic effect2 upon these non polar molecules as they interfere with the hydrogen bonding between water molecules. These biological molecules position themselves so that the orientation of the hydrophilic head faces outwards into the solvent while the hydrophobic tail points inwards away from the solvent. Examples of this process would be the micelles, which position themselves so that they form globules and bilayers where they position themselves so that there are two layers of hydrophilic heads pointing outwards into the solvent on either side with the tails conjugating in between. The bond strength of hydrogen is weak comparatively, it is approximately 20 kJ mol-1 compared to 460 kJ mol-1 for the covalent bond between the oxygen and the hydrogen3. Although hydrogen bonds are weak individually they have a cumulative effect. Due to the vast number of intermolecular hydrogen bonds in water, water has a high specific heat capacity for its molecular weight (4.18 J K-1 g-1)5 meaning waters able to absorb a substantially high value for heat and as a result the temperature increase is minimal4. This is what makes water an effective temperature buffer. Water spreads the energy from the thermal increase across the entirety of its system; this is the reasoning behind why water is used by organisms to regulate their temperature. Sweat is comprised of water and salt, due to waters high specific heat capacity it requires a lot of energy to evaporate the sweet off the body6. The thermal energy generated by the body is used to evaporate the sweat which in turn cools the body down. This principle also explains why water can exist in liquid forms and allows for the existence of oceans, lakes, etc. Waters existence as a liquid is vital to existence of life. Osmosis is the movement of water from a region of high concentration to an area of low concentration through a semi permeable membrane. If animal cells were surrounded by an aqueous environment which differs in water potential from their own it could result in cell shrinkage or bursting. In an effort to prevent this, the cells are immersed in an aqueous solution with a similar osmotic potential to that in the cell (isotonic). An example of where osmosis plays a large part in biology is in homeostasis. Water regulation in the body is controlled by the osmoreceptors in the hypothalamus of the brain. The low levels of water in the blood cause these cells to shrink due to osmosis; this causes neurosecretory cells to release the hormone ADH (anti-diuretic hormone)7. Controlling the levels of ADH controls the permeability of the collecting duct, in the liver, to water and thereby controlling the levels of water in the blood and subsequently the body. Each water molecule forms four hydrogen bonds with 4 other water molecules. Although these water molecules dont stay constantly bonded to each other, reorienting every 10-12 s 3, the extensive network of these bonds results in a large cohesive force holding water together. This is vital for the role water plays for transpiration in plants. When water evaporates and leaves through the stomata a water gradient causes the water to be pulled up the xylem. The water molecules above drag the ones below it due the bonds between them. Waters adhesive properties also play a role in this as it gives water the ability to overcome the gravitational force acting upon it through the adhesion between the water and the cell walls in the xylem. Water is used inside complex organisms to break down macromolecules into their sub units. One of the hydrogens of the water is added to one substituent while the hydroxyl group in water is added to the other sub unit. This process is therefore known as hydrolysis. This is important in terms of converting long term storage of carbohydrates, such as glycogen in the body and starch in plants, into short term carbohydrates used in metabolism. The reverse of this process is known as dehydration. When monomers come together to form polymers, the hydroxyl of one and the hydrogen of the other leave giving rise to a polymer. An example of this would be the reaction between amino acids to form proteins, the hydrogen on the amine group and the hydroxyl group of the carboxyl group on the other. Water plays a role in respiration; it cleaves a phosphate off ATP, energy currency of cells, to give ADP and energy for respiration. Waters is produced from the combining of hydrogen ions, electrons and oxygen in oxidative phosphorylation. The significance of this is, the formation of water allows the process to continue7; if water didnt form then cell death would follow. For instance, cyanide inhibits the formation of water from oxidative phosphorylation7. In photosynthesis, water replenishes the electrons lost by the reaction centre. The hydrogen ions of water pass through the channel in the stalk particle providing the energy for phosphorylation of ADP to ATP. The oxygen that is left combines with another to form O2 and is used in cellular respiration. Water contributes to buffering changes in pH in organisms. It combines with carbon dioxide to form carbonic acid. The carbonic acid dissociates into hydrogen ions and bicarbonate. All these processes are reversible in both directions. This allows it to act as a buffer. If the pH increases the carbon dioxide and water react to form carbonic acid which, in turn, dissociates to release hydrogen ions, which decrease the pH, and bicarbonate6. The reverse occurs for a decrease in pH. In conclusion, the significant processes that water is involved in are due to its polarity and its ability to form hydrogen bonds.

Compare and Contrast Remember and A Birthday by Christina Rossetti Essa

Compare and Contrast Remember and A Birthday by Christina Rossetti Christina Rossetti was born in Victorian England and grew up in the pre-Raphaelite era. Coming from a well educated family she drew influence for her poems from her surroundings and experiences. In ‘A Birthday’, she looks at the celebration of finding new love. She is overjoyed because her love is reciprocated and wants to make a new beginning with this man spending the rest of her life with him raising a family. A Birthday is filled with joy, happiness and anticipation of what life will be like with her new love. Whereas ‘Remember’ is very different; she must prepare her lifelong lover/husband for her death. The tone of joy is therefore replaced by a much sadder tone reflecting her struggle and unhappiness. Both poems are carefully structured. ‘A birthday’ is written in two verses. The first verse contains three similes and a comparative and the second uses three imperatives (raise me, carve it, work it) and in the final lines of both verses the reason for the joy and making of the room are given. Whereas ‘Remember’ is a petrarchan sonnet. It consists of many short phrases and gentle words which further illustrates the feeling of tiredness. The punctuation and lines mirror her difficulties to speak throughout the poem. In ‘A Birthday’ repletion of the phrase ‘my heart’ is used, this is to illustrate the feelings in her heart of joy, happiness and excitement that her love has been reciprocated by the one she loves. It gives the idea that her heart is the most important thing at this moment and it is affecting the actions of the rest of her body. In contrast in ‘Remember’ the word ‘remember’ is repeated to emphasise the idea that when... ...ws at first he will spend every moment thinking and grieving for her but with the gradual progression of time he may forget her from time to time; and for this he ma feel guilty. She is thinking ahead to the time when he won’t think of her in the natural flow of time which is imperceptible to him. The fact he has now accepted she is going to die she can give him instructions and talk about death and the grave in a real way. Such as the idea of darkness in the grave and how the body will decompose. She asks him to hold her in his heart and record her in his everlasting memories this compares with the idea of responsibility that comes with love which is described in ‘A Birthday’. She finally reassure him that if he does forget her he won’t be a traitor to her because she wants him to be happy and doesn’t want her death to be the end of his happiness forever. Compare and Contrast Remember and A Birthday by Christina Rossetti Essa Compare and Contrast Remember and A Birthday by Christina Rossetti Christina Rossetti was born in Victorian England and grew up in the pre-Raphaelite era. Coming from a well educated family she drew influence for her poems from her surroundings and experiences. In ‘A Birthday’, she looks at the celebration of finding new love. She is overjoyed because her love is reciprocated and wants to make a new beginning with this man spending the rest of her life with him raising a family. A Birthday is filled with joy, happiness and anticipation of what life will be like with her new love. Whereas ‘Remember’ is very different; she must prepare her lifelong lover/husband for her death. The tone of joy is therefore replaced by a much sadder tone reflecting her struggle and unhappiness. Both poems are carefully structured. ‘A birthday’ is written in two verses. The first verse contains three similes and a comparative and the second uses three imperatives (raise me, carve it, work it) and in the final lines of both verses the reason for the joy and making of the room are given. Whereas ‘Remember’ is a petrarchan sonnet. It consists of many short phrases and gentle words which further illustrates the feeling of tiredness. The punctuation and lines mirror her difficulties to speak throughout the poem. In ‘A Birthday’ repletion of the phrase ‘my heart’ is used, this is to illustrate the feelings in her heart of joy, happiness and excitement that her love has been reciprocated by the one she loves. It gives the idea that her heart is the most important thing at this moment and it is affecting the actions of the rest of her body. In contrast in ‘Remember’ the word ‘remember’ is repeated to emphasise the idea that when... ...ws at first he will spend every moment thinking and grieving for her but with the gradual progression of time he may forget her from time to time; and for this he ma feel guilty. She is thinking ahead to the time when he won’t think of her in the natural flow of time which is imperceptible to him. The fact he has now accepted she is going to die she can give him instructions and talk about death and the grave in a real way. Such as the idea of darkness in the grave and how the body will decompose. She asks him to hold her in his heart and record her in his everlasting memories this compares with the idea of responsibility that comes with love which is described in ‘A Birthday’. She finally reassure him that if he does forget her he won’t be a traitor to her because she wants him to be happy and doesn’t want her death to be the end of his happiness forever.

Public Policy Making in Zimbabwe

For the past ten years, Zimbabwe has been riddled with economic stagnation as well as being the subject of political instability, thus that been the reason  why many companies and countries have turned a blind eye as concerns investing. Once known as the bread basket of Africa, Zimbabwe has the ability to rise up again especially with the internationally accepted new government of Unity were the two major political parties, ZANU PF and MDC have come together to work as one for the betterment of the country and to fulfil the needs of the people. There has been little to no investment in Zimbabwe as many pulled out during the past decade. Foreign investment is when a company invests financially in a country abroad, whether in the form of portfolio investments which include shares, stock and bonds, or in the form of direct investment where locally based operations are owned and controlled by the foreign investing corporation. Such investments are controlled by laws known as International trade laws. International Trade law includes the appropriate rules and customs for handling trade between countries or between private companies across country borders. Most countries are part of a body that has made an agreement for trading internationally. Zimbabwe is part of several including UNICTRAL (United Nations Commission on International Trade Law), BIPPA (the Bilateral Investment Promotion and Protection Agreement) and COMESA (the common Market for Eastern and Southern Africa). Zimbabwe’s local body, governing foreign investment is the Zimbabwe Investment Authority with approval necessary from the Reserve Bank of Zimbabwe and Registrar of companies. The extract below shows the depths to which the Zimbabwean economy had fallen. Foreign Direct Investment Statistics 52. Zimbabwe Net Investment Flows 1998-2007 (US$ million) |1998 |1999 |2000 |2001 |2002 |2003 |2004 |2005 |2006 |2007 | |Direct Investment |436 |50 |16 |0 |23 |4 |9 |103 |40 |69 | |Portfolio Investment |11 |21 |-1 |-68 |-2 |4 |2 | | | | |Source: IMF, UNCTAD, Ministry of Finance However, what is common is that Africa is the one continent that most global capitalist powers compete for due to its vast resources and wealth, examples eing of Nigeria and its oil, The Congo, Zimbabwe, South Africa and Botswana for their diamonds and precious stones as well as many other aspects such as Tourism. Zimbabwe to one of the Wonders of the world, and some people like investing in tourism, but over the past decade they decided not to. Countries would have loved to do that for reasons such as the 2010 world cup but in as much as opportunities arise, if a country is not politically and e conomically stable, it becomes almost obsolete to even the most interested investors. Zimbabwe economic situation was is dismal, having the â€Å"largest peacetime drop [in GDP] ever recorded† (http://www. state. gov/e/eeb/rls/othr/ics/2009/117167. html) at roughly 50%. The Economist Intelligence Unit (in the USA) estimates that 12. 8% of the GDP dropped in just one year- 2008. The inflation rate is the highest in the world, officially estimated at about 231 million percent in July last year. Unofficially however, inflation rates of the Zimbabwean dollar are said to be hundreds of billions if not quadrillions; and this is only the tip of the ice berg. The reasons why foreigners had pulled out were because of: the instability that was brought about after the land return programme †¢ political instability – divisions between the two parties and how that affected the country †¢ Economic sanctions – these can cripple a whole economy and country †¢ the breakdown of the stock exchange †¢ the non transparency of the companies and thei r involvement with government †¢ high taxes †¢ unprofitable economic environment †¢ inflation that started in the thousands and ended in the millions †¢ the laws and regulations governing foreign investment †¢ limited protection for foreign investors in some cases †¢ corruption The biggest problem the country was facing is that the rule of law no longer exists in the country. Instead, numerous government policies were ill formed and passed. Some that totally nullifies the power of law and order and in some cases, human rights. Currency exchange is a crucial part of foreign trade, the government’s Conversion and Transfer Policies were uncertain and changed unexpectedly several times. This has put a constraint on business planning and operations and most companies would much rather not risk making great losses because of a sudden adverse change in policies. The government of Zimbabwe had been known to disregard any judgments passed against them by international arbitrators, making the country a place full of lawlessness, dangerous and too risky to invest in. For example in 2005 â€Å"a group of Dutch farmers whose farms were seized under the land reform program took their case to the International Centre for Settlement of Investment Disputes (ICSID), demanding that the Zimbabwean government honour the BIPPA between the Netherlands and Zimbabwe. Although the government â€Å"acknowledged that the farmers had been deprived of their land without payment of compensation† they disputed the US$30million claim by the farmers. A decision is yet to be reached. A policy amendment Constitutional Amendment 17, enacted in 2005, removed the right of landowners whose land had been acquired by the government to challenge the acquisition in court. To increase foreign investment the government’s priority should be to restore the rule of la w and order. Restore the people’s faith in the power and fairness of the judicial administrations and government of Zimbabwe. They can do this by honouring their agreements with other countries and renouncing past policies that contradict initial agreements. It would be messy but the country itself is already in a bad state. Righting the wrongs is therefore being an important part of reviving the nation’s economy. Nepotism, favouritism, victimization, and discrimination would have to be seen as no longer existent in the country to make investors feel once again confident and safe investing Zimbabwe. According to the ‘best available surveys’ â€Å"only 7% [700 000 people] of the nations population is employed in the formal sector,† otherwise there is 80% unemployment in the formal sector. Most qualified workers have fled the country in search of greener pastures. The government rightly expects foreign investors to maximize use of local managerial and technical personnel. But in my opinion it is the government’s responsibility to ensure that such personnel are available. Their policy making should therefore first focus on educating and catering for its people so they are available and up to international standard when foreigners come to invest and need workers. The government should make policies that direct a lot more funding into the Educational sector of the country – which was once very well respected and recognised. Those way investors would find more ready, capable and qualified locals to employ. The government should improve the health sector by injecting funds to pay doctors and nurses well. Qualified health workers flee Zimbabwe as soon as they get the chance in search of better, more consistent work environments. With well paid doctors and health personnel the country could avoid crises like the cholera outbreak in 2008 and ensure a safe physical environment. In all this however, Zimbabwe’s government has made efforts to improve foreign investment. They have created foreign trade zones and processing ports. Benefits include 5 year tax holiday, duty free importation of raw materials and capital equipment for use in the EPZ. There is a requirement to export 80% of production in these zones however so this makes the offer less attractive to foreign investors. The government should consider reducing the stipulation in order to attract more investors. After the formation of the Government of National Unity, there was increased support from the international world on how to come up with a sound political framework and policy formulation that could encourage foreign investors, and true to form, the two parties have been trying to work with each other so as to do so. South Africa and Botswana, although closer to home than the usual British and American investors, have already started investing in the mining and farming sectors, with notable billionaires such as Patrice Motsepe of South Africa playing a crucial part in the field. The goals business sector itself is pushing for: 1. Transparency in business and transactions 2. Sustainable taxes for investors 3. Regulatory laws that also work favourably for foreigners 4. Strict function and control of the 49% foreign ownership and 51% Zimbabwean ownership – where even those that are foreigners and own 49% are allowed to make Zimbabwean colleagues, their managers and CEO's for the sole issue of trust among many things. Such partnerships are being encouraged. The stock market for one is back on track, especially with the use of the US dollar and South African rand which is making the market stable and opening up the incentive of investing as there is no longer inflation after the current none use of the Zimbabwean dollar. For the mean while, it is not being used although it has not been eradicated as it will be back in use once the environment is permitting. The policies government makes should firstly, show that the country is serious about attracting foreign investment – at the moment, it looks like South Africa, Egypt, Ghana and Nigeria are the only serious ones. Countries like Botswana, Uganda and Kenya are countries that are coming up and under observation in the mean time. Secondly the policies should market Zimbabwe as aggressively as other regions of the world – because as of now there is need for a supportive business framework such as transportation and communications infrastructures, trained or trainable human resources, and equitable trade and employment practices. Thirdly they should be aimed at demonstrating to investors the opportunity cost of not investing in Zimbabwe. Previously the government has certain policies in place, formed and implemented under a dictator regime; In 2008 the government introduced an Indigenization Act that mandates, over time, 51 percent indigenous ownership of businesses. The government reserves several sectors for local investors. Under current laws, foreign investors wishing to participate in these sectors may only do so by entering into joint venture arrangements with local partners. The foreign investors are allowed to own 35 percent of the operation. The following industries face these restrictions; †¢ Agriculture/Forestry; Primary production of food and cash crops , Primary horticulture , Game, wildlife ranching and livestock, Forestry , Fishing and fish farming, Poultry farming , Grain milling , Sugar refining. Transportation; Road haulage, Passenger bus, taxis and car hire services of any kind, Tourist Transportation, Rail operations. †¢ Retail/wholesale trade; including distribution, Barber shops, hairdressing and beauty salons, Commercial photography, Employment agencies, Estate agencies, Valet services, Manufacturing, marketing and distribution of armaments, Water provision for domestic and industrial purposes, Bakery and confecti onary, Tobacco packaging and grading post auction, Cigarette manufacturing. Source: (www. nationsenclclopedia. om/economies/africa/zimbabwe/foreign-investment). . The government needs to recognise that this may not be adequate enough incentive for investors. They should therefore revaluate and review their policies in some areas to encourage foreigners to invest. The percentages given to foreigners may prove unprofitable to a large conglomerate looking to run a company based in Zimbabwe. They would rather invest in a place where returns can be maximized, and the government should therefore allow foreigners a larger percentage of the business. he Government of National Unity has taken this into consideration and opened its door to all country stakeholders in 2009 to be part of the new policy making process, this included miners, lawyers, pastors, NGO’s and many other diverse groups. This reflected the positive determination of Zimbabweans and the government to get back on rein vest itself bigger and better. Our president was quoted at a mining conference to attract foreign investors who are sceptical about Zimbabwe's respect for property rights following the disruptions on commercial farms and a raft of controversial indigenisation laws; Because it is capital intensive, the mining sector requires regional and international partners who can bring in the necessary capital,   mining technology and management expertise to complement local resources,† Mr Mugabe told about 200 foreign investors. â€Å"On its part, the government is committed to ensuring that the policy environment is stable, predictable and sufficiently attractive to guarantee investors good returns on their investment. â€Å" Investors and locals alike look forward to the growth our economy will experience because of the new policies being put in place and the effort of our Government of National Unity is making to involve all stakeholders and uphold those laws. References: ? http://allafrica. com/stories/200909180530. html ? http://www. allbusiness. com/trade-development/trade-development- ? NationsEncyclopedia. com ? www. zimtrade. co. zw ? www. zia. co. zw ? http://www. state. gov/e/eeb/rls/othr/ics/2009/117167 ? www. hg. org/trade. html ? en. wikipedia. org/wiki/United_Nations_Commision_on_International_Trade_Law

Josiah Wedgewood - Free Essay Example

Sample details Pages: 5 Words: 1400 Downloads: 8 Date added: 2017/09/24 Category Advertising Essay Type Argumentative essay Tags: Ambition Essay Success Essay Did you like this example? JOSIAH WEDGEWOOD September 17th, 2010 Josiah Wedgwood was an 18th century potter and entrepreneur whose company, Wedgwood Bentley, rose to success and fame in the mid 1700’s, despite having very little start-up capital and very few connections to break into the earthenware market. How was he able to succeed as an entrepreneur, where so many others had failed? Josiah was an innovative visionary, one who always seemed to be one step ahead of the competition, one who could see the outlined horizon rather than just the hand in front of the face. His reasons for success were not only his drive and ambition, but his innovative marketing strategies such as celebrity endorsements among the aristocrats and nobles, display rooms for his wares, â€Å"inertia selling†, and brand marketing. These and his ability to manage his company’s growth, had helped lead to his juggernaut business in the pottery industry in the 18th century, one that has continued to this day . According to Koehn, â€Å"he [Josiah Wedgwood] recognized that rising incomes in eighteenth-century Britain meant that many men and women now had more money to spend on nonessential goods such as china. He also saw that large numbers of people directed their spending toward social emulation. †(Brand New, pg. 3. ) Social emulation refers to the desire of lower classes to copy all mannerisms of the class directly above them. In recognizing this shifting consumer want (social emulation), Josiah was able to attract interest in his wares through various innovative selling, manufacturing and distribution procedures, and create a market need that only he could fill. One of his most important selling points was getting his wares to have a certain â€Å"celebrity status†, as is seen with many of today’s products, such as sports idols in Gatorade and sports apparel ads. Josiah even set the future trend for the countless celebrities nowadays, who have their own mak eup and perfume line(s) named after them. One example in Koehn’s Brand New was when, â€Å"Josiah suggested calling a set of flowerpots after the Duchess of Devonshire. These and other techniques, he said, ‘complete our notoriety to the whole Island’ and help greatly in the sale of goods both useful and ornamental, by showing that’ we are employ’d in a much higher scale than other Manufacturers. ’ (Brand New, 35. ) Knowing that the middle class would want to look and feel like they belonged to the upper class of aristocrats and nobles, Josiah planned his sales strategy towards this emulation trend, so that the middle class were able to see the quality, beauty and usefulness of his wares, and feel like they were royalty. Another famous example of Wedgwoods’ products reaching â€Å"celebrity† status was when Catherine the Great of Russia commissioned Josiah to make a china set consisting of 952 pieces. Each piece was meticu lously hand painted, using both old (i. e. expedited manufacturing processes) and new (i. e. hand-painted scenes on the china) industrial practices. The china set was presented in a showroom, displaying Josiah’s eye-appealing wares to London’s upper class. This and other showrooms became an integral part in creating the market need for both ornamental or luxury goods, which at the time only he could fill, and also to expand his customer base, domestic and later, foreign. (Brand New, 11-12) Josiah saw the importance of having these celebrity endorsements, knowing they would give his products a certain prestige among the upper class and desirability among the middle class. On the other hand, the display rooms would give potential customers a chance to look, see, and feel his wares, before they made a purchasing decision. Wedgwood was targeting the upper and middle classes with his celebrity endorsements, but what were the purposes of his showrooms? According to Koe hn, â€Å"He [Josiah] envisioned a distinct selling environment from that found in many other shops. Most eighteenth-century merchants did not devote great time or money to displaying goods†¦Wedgwood, by contrast, wanted facilities for retailing as well as premises large enough to show various table and dessert services completely set out. Such displays, as he wrote Bentley, would both attract and entertain female consumers. (Brand New, 30. ) Clearly Wedgwood saw a potential female market for his wares. Traditionally, women are the fashioners of the house, and appreciate the novel and the decorative to add beauty to their homes. Josiah most likely realized this after his marriage to Sarah Wedgwood. According to Koehn, â€Å"She [Sarah Wedgwood] helped with his experimental work, discussed commercial finances, and advised him on pottery design, helping him anticipate what women buyers wanted. Sarah suggested, for example, that he decorate the lids of transfer-printed teapots a nd sugar owls, which had previously been plain. †(Brand New, 28. ) Wedgwood greatly respected his wife and listened to her regarding his female consumers. He realized that the husbands of his female customers would listen to their spouses, much like he did, which could lead to purchase of his wares. Wedgwood paved the way for most modern day retailers, such as automobile dealerships who use showrooms to display their most eye-pleasing, highest quality cars, or furniture retailers who have fully furnished rooms to try and sell a bedroom set, kitchenette, etc. These showrooms allowed potential Wedgwood customers to examine his wares at their own pace, letting them compare different products until they found the perfect vase, china set, etc. These showrooms had other possible underlying advantages such as, the opportunity for newly acquired salesmen to train themselves and become accustomed to what Josiah’s wares could offer people. Lastly, these showrooms could provide an after-the-sale customer service. For example, in Brand New, â€Å"Wedgwood’s customers received free shipping anywhere in England and compensation for damage that occurred in transport. They also received a satisfaction-or-money-back guarantee, the first recorded example of such product support. †(Brand New, 35-36. ) Advantages of this kind of customer service include convenience and confidence. Customers who bought Josiah’s pottery knew that they wouldn’t have to travel long distances by horse to get his wares because he was willing to absorb the transportation costs and bring the product directly to the customer. Customers could also be confident that when they purchased a Wedgwood product it would arrive to them in great condition, and if any damages did occur, they would be fully reimbursed. Josiah created further convenience for his customers by participating in one of the earliest recorded examples of â€Å"inertia selling†. Koehn d escribes â€Å"inertia selling† as, â€Å"marketing to selected customers by shipping them unsolicited goods and offering them the opportunity either to purchase the items at set prices or return them to the manufacturer at no cost to themselves. †(Brand New, 32. ) Wedgwood once again set the trend for modern day mail-order book, record, and video clubs (i. e. Columbia House), many of whom use â€Å"inertia selling† in combination with a sales catalogue. According to Athineos, â€Å"Wedgwood wasn’t shy. He was the first pottery manufacturer to impress his own name in clay on the bottom of his pots. †(Forbes, 360-363) This created brand equity for Wedgwood Bentley and further increased the confidence of his customers because with Josiah’s name engraved, customers always knew what they were getting: Wedgwood’s skillfully crafted wares, of the highest quality and most aesthetic beauty. It also built awareness in his target markets (n obility and the middle classes), creating a certain prestige and brand loyalty among them. In conclusion, Josiah Wedgwood was one of the world’s finest entrepreneurs and innovators. His celebrity endorsements, although costly in time and money, proved to be invaluable in propelling Wedgwood Bentley to the top of the upper class market, which in turn led to his dominance among the middle class market (who had the desire to socially emulate the upper class) and set the trend for many of the celebrity endorsements we view today. His innovative marketing practices such as, display rooms and his various selling techniques (i. . â€Å"inertia selling†), are still seen today through companies like auto dealerships and book/video clubs such as Columbia House. His marketing strategy was impressive when you think about the limited amount of start-up capital and few business connections he had. It is quite a feat to manage such a high scale operation, especially during a time when transportation was limited to horse and boat, no fax-machines or telephones were available, and the technology we have in today’s manufacturing plants wasn’t present. Don’t waste time! Our writers will create an original "Josiah Wedgewood" essay for you Create order