Quantization process

Quantization process Quantization is a process of mapping an infinite set of scalar or vector quantities by a finite set of scalar or vector quantities. Quantization has applications in the areas of signal processing, speech processing and Image processing. In speech coding, quantization is required to reduce the number of bits used for representing a sample of speech signal there by the bit-rate, complexity and memory requirement can be reduced. Quantization results in the loss in the quality of a speech signal, which is undesirable. So a compromise must be made between the reduction in bit-rate and the quality of speech signal. Two types of quantization techniques exist they are: scalar quantization and vector quantization. Scalar quantization deals with the quantization of samples on a sample by sample basis, while vector quantization deals with quantizing the samples in groups called vectors. Vector quantization increases the optimality of a quantizer at the cost of increased computational complexity and memory requirements. Shannon theory states that quantizing a vector will be more effective than quantizing individual scalar values in terms of spectral distortion. According to Shannon the dimension of a vector chosen greatly affects the performance of quantization. Vectors of larger dimension produce better quality when compared to vectors of smaller dimension and in vectors of smaller dimension the transparency in the quantization is not good at a particular bit-rate chosen [8]. This is because in vectors of smaller dimension the correlation that exists between the samples will be lost and the scalar quantization itself destroys the correlation that exists between successive samples so the quality of the quantized speech signal will be lost. Therefore, quantizing correlated data requires techniques that preserve the correlation between the samples, such a technique is the vector quantization technique (VQ). Vector quantization is the simplification of scalar quantization. Vectors of larger dimension produce transparency in quantization at a particular bit-rate chosen. In Vector quantization the data is quantized in the form of contiguous blocks called vectors rather than individual samples. But later with the development of better coding techniques, it is made possible that transparency in quantization can also be achieved even for vectors of smaller dimension. In this thesis quantization is performed on vectors of full length and on vectors of smaller dimensions for a given bit-rate [4, 50]. An example of 2-dimensional vector quantizer is shown in Fig 4.1. The 2-dimensional region shown in Fig 4.1 is called as the voronoi region, which in turn contains several numbers of small hexagonal regions. The hexagonal regions defined by the blue borders are called as the encoding regions. The green dots represent the vectors to be quantized which fall in different hexagonal regions and the red dots represent the codewords (centroids). The vectors (green dots) falling in a particular hexagonal region can be best represented by the codeword (red dot) falling in that hexagonal region [51-54]. Vector quantization technique has become a great tool with the development of non variational design algorithms like the Linde, Buzo, Gray (LBG) algorithm. On the other hand besides spectral distortion the vector quantizer is having its own limitations like the computational complexity and memory requirements required for the searching and storing of the codebooks. For applications requiring higher bit-rates the computational complexity and memory requirements increases exponentially. The block diagram of a vector quantizer is shown in Fig 4.2. Let be an N dimensional vector with real valued samples in the range. The superscript T in the vector denotes the transpose of the vector. In vector quantization, a real valued N dimensional input vector is matched with the real valued N dimensional codewords of the codebook Ci , the codeword that best matches the input vector with lowest distortion is taken and the input vector is replaced by it. The codebook consists of a finite set of codewords C=Ci,, where , where C is the codebook, L is the length of the codebook and Ci denote the ith codeword in a codebook. In LPC coding the high bit-rate input vectors are replaced by the low bit-rate codewords of the codebook. The parameters used for quantization are the line spectral frequencies (LSF). The parameters used in the analysis and synthesis of the speech signals are the LPC coefficients. In speech coding the quantization is not performed directly on the LPC coefficients, the quantization is performed by transforming the LPC coefficients to other forms which ensure filter stability after quantization. Another reason for not using LPC coefficients is that, LPC coefficients have a wide dynamic range and so the LPC filter easily becomes unstable after quantization. So LPC coefficients are not used for quantization. The alternative to LPC coefficients is the use of line spectral frequency (LSF) parameters which ensure filter stability after quantization. The filter stability can be checked easily just by observing the order of the LSF samples in an LSF vector after quantization. If the LSF samples in a vector are in the ascending or descending order the filter stability can be ensured otherwise the filter stability cannot be ensured [54-58]. The angular positions of the roots of and gives us the line spectral frequencies and occurs in complex conjugate pairs. The line spectral frequencies range from. The line spectral frequencies have the following properties: Ø All the roots of and must lie on the unit circle which is the required condition for stability. Ø The roots of and are arranged in an alternate manner on the unit circle i.e., The roots of equation (4.6) can be obtained using the real root method [31] and is The coefficients of equations (4.6) and (4.7) are symmetrical and so the order p of equations (4.6) and (4.7) get reduces to p/2. Vector quantization of speech signals requires the generation of codebooks. The codebooks are designed using an iterative algorithm called Linde, Buzo and Gray (LBG) algorithm. The input to the LBG algorithm is a training sequence. The training sequence is the concatenation of a set LSF vectors obtained from people of different groups and of different ages. The speech signals used to obtain training sequence must be free of background noise. The speech signals used for this purpose can be recorded in sound proof booths, computer rooms and open environments. In this work the speech signals are recorded in computer rooms. In practice speech data bases like TIMIT database, YAHOO data base are available for use in speech coding and speech recognition. The codebook generation using LBG algorithm requires the generation of an initial codebook, which is the centroid or mean obtained from the training sequence. The centroid, so obtained is then splitted into two centroids or codewords using the splitting method. The iterative LBG algorithm splits these two codewords into four, four into eight and the process will be continued till the required numbers of codewords in the codebook are obtained [59-61]. The flow chart of LBG algorithm is shown in Fig 4.3. The LBG algorithm is properly implemented by a recursive procedure given below: 1. Initially the codebook generation requires a training sequence of LSF parameters which will be the input to LBG algorithm. The training sequence is obtained from a set of speech samples recorded from different groups of people in a computer room. 2. Let R be the region of the training sequence. 3. Obtain an initial codebook from the training sequence, which is the centroid or mean of the training sequence and let the initial codebook be C. 4. Split the initial codebook C into a set of codewords and where is the minimum error to be obtained between old and new codewords. 5. Compute the difference between the training sequence and each of the codewords and and let the difference be D. 6. Split the training sequence into two regions R1 and R2 depending on the difference D between the training sequence and the codewords and. The training vectors closer to falls in the region R1 and the training vectors closer to falls in the region R2. 7. Let the training vectors falling in the region R1 be TV1 and the training sequence vectors falling in the region R2 be TV2. 8. Obtain the new centroid or mean for TV1 and TV2. Let the new centroids be CR1 and CR2. 9. Replace the old centroids and by the new centroids CR1 and CR2. 10. Compute the difference between the training sequence and the new centroids CR1 and CR2 and Let the difference be . 11. Repeat steps 5 to 10 until . 12. Repeat steps 4 to 11 till the required number of codewords in the codebook are obtained. Where N=2b represents the number of codewords in the codebook and b represents the number of bits used for codebook generation. represents the difference between the training sequence and the old codewords, represents the difference between the training sequence and the new codewords. The quality of the speech signal is an important parameter in speech coders and is measured in terms of spectral distortion measured in decibels (dB). The spectral distortion is measured between the LPC power spectra of the quantized and unquantized speech signals. The spectral distortion is measured frame wise and the average or mean of the spectral distortion calculated over all frames will be taken as the final value of the spectral distortion. For a quantizer to be transparent the mean of the spectral distortion must be less than 1 dB without any audible distortion in the reconstructed speech. But the mean of the spectral distortion is not a sufficient measure to find the performance of a quantizer, this is because the human ear is sensitive to large quantization errors that occur occasionally. So in addition to measuring the mean of the spectral distortion it is also necessary to have another measure of quality which is the percentage number of frames having a spectral distorti on greater than 2dB and less than 4dB and the percentage number of frames having a spectral distortion greater than 4dB. The frames having spectral distortion between 2 to 4dB and greater than 4dB are called as outlier frames [54]. In order to measure objectively the distortion between the quantized and unquantized outputs, a method called the spectral distortion is often used in narrowband speech coding. For an ith frame the spectral distortion (in dB), is given by equation (4.19). (4.19) Where and are the LPC power spectra of the unquantized and quantized ith frame respectively. The frequency f is in Hz and the frequency range is given by f1 and f2. The frequency range used in practice for narrowband speech coding is 0-4000 Hz [12, 33]. The conditions for transparent speech coding are: Ø The average or mean of the spectral distortion (SD) must be less than or equal to 1dB. Ø There must be no outlier frames having a spectral distortion greater than 4dB. Ø The number of outlier frames between 2 to 4dB must be less than 2%. These three conditions are required to evaluate the performance of a quantizer. At a given bit-rate, an optimization process has to be carried out so as to obtain better performance i.e., accepting a large average spectral distortion for a few outliers. In the design of a vector quantizer instead of using the mean squared error (MSE) distance measure the weighted LSF distance measurement is used. This is done to place emphasis on the low frequency LSFs and on the LSFs with higher power spectrum. The weights used can be of two types they are: static or dynamic [54]. Ø Fixed or Static weights : These are used to place emphasis on the low frequency LSFs in order to account for the sensitivity of human ear for low and high frequency LSFs. Ø Varying or Dynamic weights : These are used to place emphasis on the LSFs with high power spectrum. There exist a number of vector quantization techniques each one is having its own advantages and disadvantages. Each technique is developed to decrease the parameters like spectral distortion, computational complexity and memory requirements. The vector quantization techniques that exist are the Split Vector Quantization (SVQ) technique, Multistage Vector Quantization (MSVQ) technique, Split-Multistage Vector Quantization (S-MSVQ) technique and Switched Split Vector Quantization (SSVQ) technique. As marketability and cost of a product depends on the complexity and memory requirements, the performance of the vector quantization techniques is measured in terms of spectral distortion in decibels, computational complexity in kilo flops per frame and memory requirements in floats. The performance of a vector quantization technique mainly depends on how efficiently the codebook is generated. The codebook can be generated efficiently using a large training set and using more number of bits for codebook generation. The goal involved in the design of each vector quantization technique is to make the technique to use more number of training vectors and less number of bits for codebook generation there by the spectral distortion, computational complexity and memory requirements can be reduced. It has been observed that as the number of bits used for codebook generation decreases the computational complexity and memory requirements decreases but the spectral distortion increases, this increase in spectral distortion can be reduced by increasing the number of training vectors used for codebook generation [62-71]. The block diagram of an Unconstrained Vector Quantizer (UVQ) is shown in Fig 4.4. Unconstrained Vector Quantization technique is the most awful vector quantization technique used for achieving lowest distortion at a given bit-rate and dimension. In LPC-10 the order of the filter chosen is 10 and so the length of each LSF vector will be 10. In Unconstrained Vector Quantization technique the quantization is done on vectors of full length i.e., using 10 samples of an LSF vector. From Fig 4.4 S1, S2, S3Sn are the input LSF vectors to be quantized using the Unconstrained Vector Quantizer. The main advantage of this vector quantization technique is that it is expected to give lowest quantization distortion at a given bit-rate as the correlation that exists between the samples of a vector is preserved. But the disadvantage with this quantization technique is that as vectors of full length are used, at higher bit-rates the computational complexity and memory requirements increases in an exponential manner making it impractical for applications requiring higher bit-rates. Another problem with this quantization technique is that at higher bit-rates the size of the codebook will be large and the generation of the codebook for this type of quantization technique will be difficult on general purpose computers as the memory available with them is limited. So the number of training vectors used for codebook generation must be limited in number or the length of each vector must be reduced. In practice on general purpose computers the codebook cannot be generated even with train ing vectors less than the number of codewords in a codebook at higher bit-rates. But the number of training vectors required to generate the codebook must be large than the number of codewords in a codebook otherwise there will be too much over fitting of the training set [54]. The computational complexity and memory requirements of a b bit, n dimensional vector quantizer are calculated as follows [54]: Ø To calculate the mean square error (MSE) between two vectors of n dimension, n subtractions, n multiplications and n-1 additions are required. So a total of 3n-1 flops are required. Ø To search a codebook of 2b code vectors, (3n-1)2b flops are required in addition to the minimum distortion search requiring 2b-1 flops. Ø So the number of computations made by a b bit, n dimensional vector quantizer is Total complexity = (3n-1)2b + 2b-1 = 3n2b-1 flops per vector. (4.24) In the computing the complexity each addition, multiplication and comparison is considered as one floating point operation. So a b bit n dimensional vector quantizer requires a codebook of 2b code vectors, it needs to store n2b floating point values, it computes 3n2b 1 flops per vector. Instead of the mean square error distance measure if weighted distance measure is used in the design of a vector quantizer the complexity increases from 3n2b 1 to 4n2b 1 flops per vector. The computational complexity of an Unconstrained Vector Quantizer is given by equation (4.25) Where n is the dimension of the vector b is the number of bits allocated to the vector quantizer. The Memory requirements of an Unconstrained Vector Quantizer is given by equation (4.26) Exhaustive search vector quantizers achieve lowest distortion at the expense of complexity and memory requirements at higher bit- rates. So to make the vector quantizers more practical for vectors of larger dimension and higher bit-rates structural constraints are imposed on the design of a vector quantizer or codebook. One way of achieving this is to decompose the codebook into a Cartesian product of smaller codebooks i.e., C = C1 * C2 * C3 . ..*Cm. The advantage with smaller codebooks is that the computational complexity and memory requirements can be reduced to a very great extent. This is because the number of bits used for codebook generation will be divided among the sets of the decomposed codebook [12, 18]. Examples of product code vector quantization techniques are Split Vector Quantization (SVQ), Multistage Vector Quantization (MSVQ), Split-Multistage Vector Quantization (S-MSVQ), Switched Split Vector Quantization (SSVQ). In this thesis two product code vector quantization techniques are proposed they are: Switched Multistage Vector Quantization (SWMSVQ) and Multi Switched Split Vector Quantization (MSSVQ) techniques [54, 72]. The main disadvantage of Unconstrained Vector Quantizer is that the complexity, memory requirements are very high and the generation of codebook is a very difficult task as vectors of full length are used for quantization without any structural constraint. As a result more number of training vectors and bits cannot be used for codebook generation. With these constraints the quantizer cannot produce better quality quantized outputs. So to improve the performance of Unconstrained Vector Quantization technique a well known technique called Split Vector Quantization has been developed. The concept behind Split Vector Quantization is that, in it vectors of larger dimensions are splitted into vectors of smaller dimensions and the bits allocated to the quantizer are divided among the splits (parts). Due to splitting the dimension of a vector gets decreased hence more number of training vectors and bits are used for codebook generation. As a result the performance of quantization is increas ed, the complexity and memory requirements are reduced. But the main disadvantage with this technique is that, due to splitting the linear and non linear dependencies that exist between the samples of a vector will be lost and the shape of the quantizer cells will be affected. As a result the spectral distortion increases slightly. This increase in spectral distortion can be compensated by increasing the number of training vectors and using more number of bits for codebook generation. The number of splits in this type of quantizer must be limited in number otherwise the vector quantizer will act as a scalar quantizer. In Split Vector Quantization the training sequence used for codebook generation will also be splitted into vectors of smaller dimension and each split of the training sequence is used to generate separate sub codebooks, there by independent vector quantizers exist and the bits must be allocated to each of them. As a result less number of bits will be available at each quantizer, the computational complexity and memory requirements gets reduced as they depend on the number of bits allocated to the quantizer and on the dimension of the vector to be quantized. The block diagram of a three part Split vector quantizer is shown in Fig 4.5. From Fig 4.5 it can be observed that a vector S1 of dimension n is quantized by splitting it into sub-vectors S11, S12, S13 of smaller dimensions. Each of these sub-vectors are quantized using their respective codebooks. In this work the order of the filter is taken as 10 and so the LSF vector contain 10 samples and these 10 samples are splitted into three parts of 3, 3, 4 samples [54, 73-75]. From results of Split Vector Quantization technique it is proved that the computational complexity and memory requirements gets decreased when compared to Unconstrained Vector Quantization technique. So Split Vector Quantization technique is superior to Unconstrained Vector Quantization technique in terms of the computational complexity and memory requirements. In a Split Vector Quantizer of n dimension, SP splits, operating at b bits per vector. The vector space Rn will be splitted into SP subspaces or splits or parts of lower dimension then the dimension of each subspace will be and . The number of independent quantizers will be equal to the number of splits and the bits used for quantization are divided among the splits and is . Where is the number of bits allocated to each vector quantizer. The computational complexity of a Split Vector Quantizer is given by equation (4.27) Where ni is the dimension of a sub-vector in ith split bi is the number of bits allocated to the ith split of a quantizer sp is the number of splits. The Memory requirements of a Split Vector Quantizer is given by equation (4.28) Multistage Vector Quantization is a modification of Unconstrained Vector Quantization technique. It is also called as Multistep, Residual or Cascaded Vector Quantization. Multistage Vector Quantization (MSVQ) technique preserves all the features of Unconstrained Vector Quantization technique and decreases the computational complexity, memory requirements and spectral distortion when compared to it. When compared to Split Vector Quantization technique, Multistage Vector Quantization technique shows significant improvement in the quality of the speech signal, by decreasing the spectral distortion, but at the expense of increased computational complexity and memory requirements. This is because Split Vector Quantization technique deals with vectors of lower dimensions while Unconstrained and Multistage Vector Quantization techniques deal with vectors of larger dimensions. So the complexity and memory requirements are less for Split Vector Quantization technique. Multistage Vector Quantizer is a cascaded connection of several vector quantizers, where the output of one stage is given as an input to the next stage and the bits used for quantization are divided among the stages connected in cascade [12, 14]. As a result the computational complexity and memory requirements get reduced when compared to Unconstrained Vector Quantizer. The generation of codebooks at different stages of a three stage MSVQ is shown in Fig 4.6. From Fig 4.6 it can be observed that the codebook at the first stage is generated by taking the training sequence as an input. At the second stage the codebook is generated using the quantization errors of the first stage, likewise the codebook at the third stage is generated using the quantization errors of the second stage. This process is continued for the required number of stages [76-80]. The block diagram of a three stage Multistage Vector Quantizer is shown in Fig 4.7. Its implementation requires the design of vector quantizers at each stage. In Multistage Vector Quantization the input vector s to be quantized is passed through the first stage of the vector quantizer so as to obtain the quantized version of the input vector i.e., . The quantization error or residual error at the first stage will be computed which is the difference of the input vector and the quantized version of the input vector. The quantization error at the first stage is given as an input to the vector quantizer of the second stage so as to obtain the quantized version of the error vector at the first stage i.e., . Likewise the quantization error at the second stage will be given as an input to the vector quantizer of the third stage so as to obtain the quantized version of the error vector at the second stage i.e., and this process can be continued for the required number of stages. Finally the decoder takes the indices Ii from each quantizer stage and adds the corresponding c odewords to obtain the quantized version of the input vector i.e., [54]. In a Multistage Vector Quantizer each stage acts as an independent vector quantizer and the total bits available for vector quantization will be divided among the stages. Then the complexity of a particular stage becomes, where bj is the number of bits allocated to the jth stage. This is less than the complexity of Unconstrained Vector Quantizer. Likewise the memory requirements at each stage are , which is less than the memory requirements of Unconstrained Vector Quantizer. The computational complexity of a Multistage Vector Quantizer is given by equation (4.29) Where n is the dimension of the vector bj is the number of bits allocated to the jth stage P is the number of stages The Memory requirements of a Multistage Vector Quantizer is given by equation (4.30) In order to improve the performance of Multistage Vector Quantization and Split Vector Quantization techniques a hybrid product code vector quantization technique called Split-Multistage Vector Quantization technique has been developed. Split-Multistage Vector Quantization technique is a hybrid of Multistage Vector Quantization and Split Vector Quantization techniques. At reasonable improvement in the quality of the output speech signal, Split-Multistage Vector Quantization technique provides the lowest spectral distortion, computational complexity and memory requirements when compared to Unconstrained Vector Quantization, Multistage Vector Quantization and Split Vector Quantization techniques [73-80]. The decrease in spectral distortion is due to summing of the quantized errors at each stage. In Split-Multistage Vector Quantization the dimension of the vectors to be quantized has been reduced by means of splitting. Likewise the bits used for quantization are also divided among the stages and among the splits of each stage. As a result the computational complexity and memory requirements get decreased when compared to Unconstrained Vector Quantization, Multistage Vector Quantization and Split Vector Quantization techniques. This is due to the decrease in the dimension of vectors, number of bits used for quantization at each stage and at each split of the vector quantizer. The generation of the codebooks at each stage of the Split-Multistage Vector Quantizer is similar to the codebooks generation at each stage of the Multistage Vector Quantizer. But the difference is that each stage of the Split-Multistage Vector Quantizer involves the generation of several sub codebooks. The number of sub codebooks generated at each stage is equal to the number of splits at that stage. In this work, Split-Multistage Vector Quantizer with three parts (splits) and three stages have been developed. The performance of quantization depends on the number of stages and on the number of splits at each stage. As the number of stages increases the quality of the quantized output can be increased, but there must be a limit on the number of stages and on the number of splits at each stage as the number of bits at each stage is limited. The allocation of the bits at each stage is shown in Table 4.1 and the allocation of bits to each split of a stage is shown in Table 4.2. From Ta bles 4.1 and 4.2 it can be observed that the minimum number of bits at each stage with three parts must be at least three. So with three parts (splits) and three stages, in Split-Multistage Vector Quantizer the number of bits at a frame cannot be reduced below 9 bits. The block diagram of a Split-Multistage Vector Quantizer with three parts and three stages is shown in Fig 4.8. The block diagram is similar to three stage Multistage Vector Quantizer except for the splits at each stage. In Split-Multistage Vector Quantizer each split is treated as a separate vector quantizer and the vectors at each split are quantized independently. The quantization mechanism involved in Split-Multistage Vector Quantizer is similar to the quantization mechanism involved in Multistage Vector Quantizer, except that in Split-Multistage Vector Quantizer at each stage the sub-vectors are quantized independently. Split-Multistage Vector Quantizer is a hybrid of Split Vector Quantizer and Multistage Vector Quantizer. The equations for computational complexity and memory requirements are derived from the complexity and memory requirement equations of a Split Vector Quantizer and Multistage Vector Quantizer. Equations (4.31) and (4.32) below are obtained from the equations (4.29) and (4.30) by including the splits (SP) at each stage with a summation term having limits from 1 to SP. The computational complexity of a Split-Multistage Vector Quantizer is given by equation (4.31) Where nji is the dimension of a sub-vector in jth stage ith split bji is the number of bits allocated to the jth stage and ith split of a quantizer P is the number of stages sp is the number of splits. The Memory requirements of a Split-Multistage Vector Quantizer is given by equation (4.32) Switched Split Vector Quantization (SSVQ) is one of the latest vector quantization techniques and is developed to improve the performance of Split Vector Quantization technique. Switched Split Vector Quantization technique is a hybrid of Switch Vector Quantization and Split Vector Quantization techniques and is used to exploit the linear and non linear dependencies that exist between the splits of a Split Vector Quantizer. In Switched Split Vector Quantizer initially the Switch Vector Quantizer partitions the entire vector space into voronoi regions and exploits the dependencies that exist across all dimensions of the vector space. Then a Split Vector Quantizer is designed for each of the voronoi regions. As a Split Vector Quantizer is adapted to the local statistics of the Voronoi region the sub optimalitys of the Split Vector Quantizer will be localized. In a Switched Split Vector Quantizer a number of vector quantizers are connected in parallel and it can be implemented in two wa ys: hard decision scheme and soft decision scheme. In hard decision scheme each vector to be quantized is quantized in only one of the codebooks connected in parallel, the selection of a codebook for quantization depends on the nearest codeword selected in the initial codebook. An initial codebook is one which is designed for the selection of a switch. The initial codebook is generated by the training vectors used for the generation of the codebooks at the vector quantizers connected in parallel. The number of codewords or centroids in the initial codebook is equal to the number of switches chosen or number of codebooks connected in parallel and these centroids are used to form the Switch Vector Quantizer. In soft decision sc

Vegetable Juice Advertisement

Films and commercials are the mirrors of the society. Many times, they portray our behavior, our culture, our beliefs our rules. Consider this ad for vegetable juices. â€Å"We are giving 30 million servings of vegetables to those who need it most. Want to help? † Asking you to help them feed the hungry the ad tries to sell its product in an innovative way. Clearly aimed at people who love to lead organic lives (read free of impurities) in every way it immediately draws their attention. Once drawn into reading it, it positions itself as a most common source of vegetables – â€Å"you usually drink V8 juice to get vegetables†. A picture of mud laden green leafy vegetable invokes the feeling of freshness and ‘straight from nature’ thought into the reader’s mind. Anything that is offered by the nature is considered pure and this helps dispel any notion of impurity from the minds of an alert and informed reader. It’s not difficult to miss the principal assumption that people who care about their health (and thus eating more vegetables) are the ones who also care about the environment and usually associates themselves with noble causes like helping to feed malnourished people. With this the advertisement effectively delivers its message that V8 juices are healthy alternative providing nutrients. To live healthy, green and helping poor are the changing signs of the times and the ad links itself with the trend and hopefully gets away with the message. The ad is definitely politically progressive as it gives people the opportunity to connect to a worthy cause while selling its product at the same time. It implores people to help the less privileged though their indirect actions.

Principles of Microeconomics Essay

WEEK 1 ECO 204 NEW Week 1 Quiz 1.Question :In economics, scarcity means that Student Answer: there are not sufficient resources to produce everything that people want. poverty will always exist. a country can never feed all of its citizens. the price of a good may increase more rapidly than the general price level. there is not enough of a particular good for people to buy all they want at the prevailing price. Points Received:1 of 1 Comments: 2.Question :If beans are inferior goods, a decrease in income will Student Answer: cause beans to sell at a lower price. increase the production of beans. shift the demand curve for beans to the left. shift the demand curve for beans to the right. rotate the supply curve in a clockwise manner. Points Received:1 of 1 Comments: ECO 204 NEW Week 1 DQ 1 Circular Flow Diagram Explain how the circular flow diagram relates to the current economic  situation. Using the circular flow diagram, explain a way that your family interacts in the factor market and a way that it interacts in the products market. ECO 204 NEW Week 1 DQ 2 Supply and Demand Analyze how the law of demand applies to a recent purchase that you made. Describe how the product has changed in price and explain whether the price change is due to supply or demand. Did the change in price affect your decision to purchase the item? WEEK 2 ECO 204 NEW Week 2 Raise or Lower Tuition: Nobody State University Tuition Universities must constantly weigh tuition pricing in relation to the cost of providing quality educational services. Determining where to set tuition pricing is an increasingly critical decision which administrators and university presidents must analyze when considering the university’s goals. Not only does the cost of tuition play a factor in student enrollment, it also provides a major revenue source to an institution. The question which universities must answer is, â€Å"What effect will raising or lowering the university’s tuition have on the total earned revenue? This paper investigates this question and reviews under what conditions a change in tuition prices will cause the revenue to rise, fall, or remain constant. Finally, applying a hypothetical tuition elasticity coefficient of demand for education value of -1.2, provides a tuition increase recommendation to the Nobody State University’s president and administration board based upon the university’s potential revenue impact. ECO 204 NEW Week 2 DQ 1 Elasticity Analyze the determinants of the price elasticity of demand and determine if each of the following products are elastic or inelastic: †¢bottled water †¢toothpaste †¢cookie dough ice cream †¢fresh green beans †¢gasoline In your analysis, please make sure to explain your reasoning and relate your answers to the characteristics of the determinants of the price elasticity of demand. ECO 204 NEW Week 2 DQ 2 Externalities Explain the difference between a positive and negative externality. In your analysis, make sure to provide an example of each type of externality. Why does the government need to get involved with externalities to bring about market efficiency? What solutions need to be provided for your examples? WEEK 3 ECO 204 NEW Week 3 Quiz 1.Question :When the marginal product curve is declining because of Student Answer: increasing returns, the marginal cost curve is rising. diminishing returns, the marginal cost curve is rising. diminishing returns, the marginal cost curve is falling. diminishing returns, the marginal cost curve is constant. increasing returns, the marginal cost curve is falling. Points Received:1 of 1 Comments: 2.Question :A firm that owns a wheat farm, a grain elevator, a flour mill, a commercial bakery, and a grocery store chain is Student Answer: horizontally integrated. vertically integrated. a monopoly. an imperfect competitor. a conglomerate. Points Received:1 of 1 Comments: ECO 204 NEW Week 3 DQ 1 Short and Long Run Let’s assume that you own a fast food restaurant and you are faced with many customers each day eating in the restaurant without any tables. Describe the difference between the short run and long run in the example to bringing about more tables for the customers. How is the restaurant able to differentiate between the short run and long run? ECO 204 NEW Week 3 DQ 2 Fixed and Variable Costs After reading Chapter 8 in the text and viewing the required video for this week, Fixed, variable, and marginal cost,address the following in your initial post: †¢First, describe several different fixed costs and variable costs associated with operating an automobile. †¢Next, assume that you would like to travel from Los Angeles to New York City by either car or plane. Which costs would you take into account in making your decision, fixed costs, variable costs or both? Make sure to explain your analysis in the decision that you have to make. WEEK 4 ECO 204 NEW Week 4 Quiz 1.Question :All but which one of the following are true of monopolistic competition? Student Answer: MR = MC P>MC AR = MR The demand curve the firm faces slopes downward. Entry is easy. Points Received:1 of 1 Comments: 2.Question :At the point of long-run equilibrium for a perfectly competitive firm, Student Answer: economic profits are zero. TR > TC. TR < TC. P = AVC. normal profits are zero. Points Received:1 of 1 Comments: ECO 204 NEW Week 4 DQ 1 Market Structures Explain the most important characteristic in perfect competition, monopolistic competition, oligopoly, and monopolies and relate the characteristic to how these firms can make profits in the short run. In your analysis, make sure to relate an example for each of the market structures listed and how it relates to the particular characteristics. ECO 204 NEW Week 4 DQ 2 Barriers to Entry Analyze the major barriers for entry and exit into the airline industry. Explain how each barrier can foster either monopoly or oligopoly. What barriers, if any, do you feel give rise to monopoly that will allow the government to become involved to protect consumers? WEEK 5 ECO 204 NEW Week 5 DQ 1 Transfers: Why would cash transfers typically be preferred by recipients over in-kind transfers? What are the pros and cons of each from a government perspective? Respond to at least two of your classmates ECO 204 NEW Week 5 DQ 2 Tariffs and Quotas: Who gains and who loses from a tariff? How do the effects of tariffs differ from the effects of quotas? If you were a small country, what would you rather utilize? ECO 204 NEW Week 5 Final Paper Importance of Economic Market Structures Before an organization or investor makes a strategic decision to enter a product in today’s economy, a thorough market analysis is vital to fully comprehend the domestic and international demand, current suppliers, entry and exit barriers present, and cost of production for the product or service being provided. The culmination of this investigation identifies the market structure the product resides in, associated potential long-run profitability, cost efficiency, survivability, and incentives for future entrepreneurs. This paper will describe the characteristics of four such market structures: perfect competition, monopolistic competition, oligopoly, monopoly while providing an illustrative example of each. The paper further describes the competitive pressures with high entry barriers, preferred selling and buying markets, projected reaction to price changes for elastic and inelastic goods, government intervention and the expected effect of international trade on economic ma rkets. Understanding how a product and associated production firm fits into an economic market structure is vital to investors as it impacts the firm’s motivations, opportunities and business strategies. A successful economic analyst identifies the attributes of the applicable market structure, then using the known market assumptions predicts the implicit and explicit costs of production and projected market outcomes. However, in order to accurately classify the correct market structure, the economic analyst must first be aware of the defining attributes of each market. The paper next describes  the characteristics of a perfect competition, monopolistic competition, oligopoly, and monopoly market structure.

The Battles of World War I Quiz

Essay on How Does Advertising Work - 2588 Words

How Does Advertising Work? INTRODUCTION ------------ Definition  · The original definition of advertising was â€Å"to draw attention to something† or to notify or inform someone of something (Branston 1996).  · A modern definition is the publication (in various forms) of facts or opinions concerning goods or services, to awaken the public’s interest and persuade them to purchase.  · Advertising is now big business – an industry with extraordinary cultural and economic impact.  · This is funded through the cost of the goods that consumers buy.  · Advertising is now the media form most often encountered, and is perhaps the most powerful and pervasive form of propaganda in history.  · It is found in†¦show more content†¦Ã‚ · We can now examine what advertising actually does in greater detail. Advertising Communicates  · Firstly, advertising communicates.  · All advertisements attempt to â€Å"say† something to the consumer about the product or service which is being advertised.  · The advertiser hopes to positively influence our thinking in favour of their brand by presenting a message in their advertising.  · Advertisers hope that when the time has come for consumers to consider buying a product or service of that type, that the message contained in the advertising will influence us to look favourably upon that particular product, over others which may be available. Advertising is part of a wider Marketing Process  · However, advertising on its own doesn’t usually have the power to completely influence our decision to buy something.  · Advertising is used as part of a wider marketing process where other factors such as price and availability also exert an important influence.  · Therefore advertising has to work alongside the other aspects of marketing in an integrated fashion to communicate effectively with the consumer. Advertising Sells  · As already mentioned, the ultimate aim of advertising is to increase sales.  · It is expensive to develop an advertising campaign, soShow MoreRelatedThe Influence of Television Advertising on Consumer Choices841 Words   |  3 Pages Since television advertising has become popular there has been a big dispute about how it impacts on consumers choices. An advertising is used to alert and boost a particular product or service to certain consumers. 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Let us take a deeper lookRead MoreCreativity Makes Advertising Effective Essay1631 Words   |  7 PagesThis essay aims at exploring the impact of creativity in advertising and how creative advertisements are more effective in communicating to a target audience. It looks at how creative ads have more impact and how consumers react when the message is delivered in a unique and new way. It particularly focuses on the value that a creative ad can imply for a brand or a product and how it can contribute to strengthen corporate brand image. How a creative ad can build consumer brand loyalty and changeRead MoreMy First Graphic Design Class934 Words   |  4 PagesWhen I was a junior in high school, I took my first graphic design class. In this class we not only learned how to use graphic software such as Photoshop and Illustrator, we learned how to attract different audiences to certain products by learning what makes an advertisement appealing and aesthetically eye-catching. In one ass ignment, we had to create an advertisement that would effectively convince Amish farmers to buy iPad Minis. Assignments like these taught me to step outside of the box andRead MoreAdvertising Vs Society : Close Your Eyes Essay1550 Words   |  7 PagesZuà ±iga1 Angela Zuà ±iga Advertising Assignment #1 September 8th 2016 Advertising VS Society Close your eyes. Think about a single commercial or ad that has caught your eye, made you look back or think twice; that one ad that echoed its catch phrase incessantly, and stirred feelings inside you. As you start to remember the sound of that catchy tune playing in its background, what exactly did it make you feel or think? Now ask yourself this, why is it still lingering in your subconsciousRead More alcohol and advertising Essay627 Words   |  3 Pages Alcohol and Advertising Throughout the history of television, viewers have raised many questions about alcohol advertising. Does advertising influence alcohol consumption? 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The Benefits of Cloning Essay examples - 1063 Words

The Advantages of Cloning People often question whether or not cloning is morally acceptable in our society, and also if it is worth all the money that we spend on research for cloning. It is hard to believe that not to long ago many people believed that joining a sperm and an egg in a test tube was considered to be morally wrong. It is now used by millions of doctors around the world. Cloning is at the beginning stages of being considered morally unacceptable and will soon move to be just like in-vitro fertilization. Soon everyone will understand the benefits of cloning in agriculture, medicine, and social parenthood. It is quite obvious that cloning has many social, agricultural, and medical benefits which†¦show more content†¦Cloning will also greatly help out the medical field. Cloning can be used to clone body parts to help heal the terminally ill is just one of the many possibilities that scientists are excited about. Considering that organ donors are very rare, cloning could be a new way to help out a great number of people. Experience gained in cloning will add to our understanding of genetics and could lead to the creation of animal organs that have been genetically altered so that they can be transplanted in humans. Currently, the uses of cloning look endless, it defies the imagination what effects cloning would have in the medical field. Along with agricultural and medical use, cloning will have a positive and dramatic effect on society. A heterosexual couple, in which the husband was sterile, could use adult DNA cloning to produce a child. An ovum from the woman would be coupled with a cell from the manÕs body. The woman would provide the factory; the man would provide the genetic information, thus both would contribute to the child. In this same way, two lesbians could elect to have a child by adult DNA cloning rather than by artificial insemination of a mans sperm. Each would then contribute part of her body to t he fertilized ovum; one woman would give the ovum, the other woman the DNA. Many people would believe that it is morally wrong for two lesbians to have a baby, but inShow MoreRelatedThe Potential Benefits Of Cloning1068 Words   |  5 PagesCloning Cloning has been one of the most widely discussed and controversial scientific topics in the past decade. Cloning has been applied in many fields including the creation of new breeds of plants and animals. However, the cloning of plants has been practiced for hundreds of years. Cloning can be done on a larger level in animals and has potential benefits. The general process of cloning is to take one cell from the parent making the offspring and parent genetically identical (Tsunoda andRead MoreThe Benefits of Cloning Essay1095 Words   |  5 PagesThe Advantages of Cloning The first successfully cloned mammal was created on February of 1997. 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Scientists believe that they may be able to treat heart attack victims by cloning theirRead MoreBenefits of Cloning Essay1375 Words   |  6 PagesBenefits of Cloning What if while walking down the street you encountered someone who looked exactly like you? Would you stare in amazement or would your heart be filled with fear? At first some people may look upon the idea of cloning with disgust and question themselves if humans should play God while others would be interested and study the many possibilities that cloning offers. This illustrates the path that cloning has taken over the latter part of the twentieth century. At first, whenRead More The Benefits of Cloning Essay970 Words   |  4 PagesThe Benefits of Cloning Imagine having a twin that looks and acts exactly like you. Even more interesting this twin is a product of scientific cloning. If scientists have their way, identical replicas of human beings will be roaming the earth. This scientific vision may occur a lot more recent then many think. Cloning can be (better) understood by looking at it’s definition, process, and some examples. This first step to better understanding cloning is to hear precisely what it is. CloningRead MoreEssay on Benefits of Human Cloning614 Words   |  3 PagesBenefits of Human Cloning Some of the Benefits of cloning are very appealing. Listed below are some of the benefits which could be possible with the use of cloning technology: †¢ Rejuvenation. Dr. Richard Seed, one of the leading proponents of human cloning technology, suggests that it may someday be possible to reverse the aging process because of what we learn from cloning. †¢ Human cloning technology could be used to reverse heart attacks. Scientists believe that they may be able to treatRead More The Benefits of Cloning Research Essay1449 Words   |  6 PagesThe Benefits of Cloning Research   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"To be or not to be†¦Ã¢â‚¬  In the last fifty years new forms of technology have been the center of attention for every human being. It seems that every day scientists come up with some new, perhaps even controversial, and exciting ways to improve the quality of life. These new technologies affect every aspect of life, as we know it. One such technology is the research being done in the area of cloning. Cloning is the production of one or more cells, individualRead MoreBenefits of Cloning Essay examples737 Words   |  3 PagesCloning is the process of making a genetically identical organism through the use of a DNA sample. After the first cloned sheep dolly was created, many people were keen in knowing more about cloning and its benefit to society. Additionally, many of us want to know the pros and con the disadvantages and possible risks it may have on society and mankind. Most importantly, there are three types of cloning, therapeutic, reproductive , and embryonic cloning. These types of cloning are all ways of scientistsRead MoreEssay on The Benefits of Human Cloning1005 Words   |  5 PagesThe Benefits of Human Cloning In recent years, many new breakthroughs in the areas of science and technology have been discovered. A lot of these discoveries have been beneficial to scientific community and to the people of the world. One of the newest breakthroughs is the ability to clone. Ever since Ian Wilmut and his co-workers completed the successful cloning of an adult sheep named Dolly, there has been an ongoing debate on whether it is right or wrong to continueRead MoreThe Benefits Of Human Reproductive Cloning989 Words   |  4 PagesIn measuring the benefits, human reproductive cloning would be advantageous to the well-being of humans and because it is a fulfillment of personal autonomy. Firstly, this technique is a sound method for infertile couples to have a genetically related ‘child’ and it is a method to provide a patient medical treatment in a form of gene therapy or organ transplants (Hayry 2003). Secondly, the value of personal self-governance has been emphasized by huma n traditions in which the liberty of individuals

Breezy case free essay sample

This case analysis explores the possibility of Breezy, a leading supplier of carburators and air filters in North America, the possibility of developing offshore busines in countries where car manufacturing is growing. The report is structured as follows: First, there are five important questions that Breezy must consider and ask itself before developing a relationship with a new customer. After Breezy decides to go offshore, it will have to go through the negotiating process, which involves five steps. Breezy then, must have capabilities of how an offshore business is organized, consider the many different costs and risks involved in the implementation and decide how it will finance the project. The report also talks about how Breezy will have to modify its corporate strategy. Finally, the report concludes with the best reccomendation for Breezy to maintain its competitive advantage. 1. In exploring the possibility of developing a relationship with offshore car manufacturers, what questions should Breezy be asking? a) Who are the suppliers of carburators and air filters that Breezy will be competing against? This is an important question when conducting an external analysis of the players in the Industry because Breezy will be able to design a strategy that will make their products different from competitors. b) What are the car manufacturers human, financial, physical and organizational resources and capabilities? Breezy should be asking and investigating the firms that it plans on partnering abroad because they would not want to d business with car manufacturers that are not financially stable or have a bad organizational culture. c) How is the business done in the country (Brazil or India)? Breezy must consider the different business styles deriving from different countries in order to succeed in the global market. d) Does the car manufacturer have a good credit? Breezy must make sure its customers can pay for the products in order to avoid having to write off uncollectible accounts. e) Will Breezy be able to gain competitive advantage over local suppliers? Breezy could choose between cost leadership strategy or product differentiation strategy. 2. How should it approach the issue of negotiating with them? The negotiation process involves 5 steps: 1. Define objectives for the partnership: Breezy should have benchmarks in which to compare their objectives with the manufacturers objectives. These will define whether they can meet common grounds when doing business together. Examples of benchmarks include nature of agreement, duration of alliance, expectations, key aspects to protect, etc 2. Assemble a negotiating team: Breezy will have a team that represents all areas of the company affected by this relationship. In addition, the team will be composed of a chief negotiator, an experienced interpreter, and senior management personnel and personnel with knowledge of technical, operational, and legal details. The roles of the team will be to choose a negotiating technique and conduct due dilligence on the parties involved, understand the business and social customs of the country. 3. Establish trust: Breezys negotiating team should first build rapport with the manufacturers before presenting their proposals. 4. Establish the business framework: After rapport has been established, the team should be able to draw an agreement where all parties reach consensus, then outline the alliance in general terms, define objectives, consider how internal politics will affect the deal and define respective contributions of both sides. This should be done in a Letter of Intent. 5. Establish a legal framework: This will allow establishment of structure, definition of rights and obligations and scope of cooperation. (FITT, 6th ed). In the end, set the negotiations with a Memorandum of Understanding. 3. How should any offshore operation be organized? What are the key location considerations? Every offshore operation should have the right people. For example, a senior manager should be in charge of managing all operations with personnel with knowledge of global operations reporting to him. Therefore, there must be clearly designed roles for each person involved. Any offshore operation will be defined by the financial commitment that each party will contribute and the risks and rewards that comes from it. An foreign subsiadiary could be set up in the country they plan to enter in order to have face to face contact with potential and new customers. Regarding the global supply chain, companies will have to create a distribution strategy and implement it. Also, companies should select an intermediary involved to facilitate the shipping of cargo, aid with documentation and customs brokerage. Regarding location, companies going offshore must use the Porters Five Forces model. A location where the threat of buyers, threat of new entrants, threat of rivalry, threat of substitutes and threat of suppliers are all low would be an ideal place to do business and exploit opportunities. The choice of country will be based on the efficiencies or competitive advantages it can gain from being located in that country. These include proximity to market, cheaper labour costs, production efficiencies, etc (FITT, 6th ed). In addition, if the country has trade or economic sanctions, is politically instable, has high tax rates, inadequate transportation systems and undeveloped banking systems, firms should consider going into other markets. 4. What costs are likely to be incurred in this venture? Transportation costs including cargo insurance and freight Labour costs Maintenance charges Taxes and International carges Loading and unloading fees Freigh forwarders, customs brokers fees Export fees Documentation fees such as obtaining licenses and permits Marketing and advertising costs 5. How could this initiative be financed? There are many different ways to finance the offshore venture and implement the plan. Breezy can get a loan from financial institutions, sell shares if it is a private corporation or sell shares on the exchange market if it is a public company. Another source of fund is acquiring a loan from venture capitalists or government agencies such as Business Development Corporation (BDC). 6. What business should Breezy be in? How should it revise its corporate vision? Considering that the North American industry is already saturated with limited scope foor expanding sales and profits have been significantly declining for Breezy, it is certain that the companys industry is in its mature phase of development. It is time for Breezy to take advantage of its competitive advantage by exploring new markets. Breezy should be in the business of producing carburators and air filters for the future popular car in India, in addition to the North American market, however due to the changing trends in the auto industry, where fuel efficiency is going under way, Breezy will have to adapt to the new trends in order to maintain its competitive advantage. Breezy should also keep an eye on countries where car manufacturing is growing. So far, the companys best strategy if it was to go into India or Brazil is to refine its current products , emphasize on increasing the quality of service with new customers, and focus on reducing manufacturing costs and increased quality through process innovations. The original corporate vision of becoming North America’s leading supplier of carburetors and air filters should be revised to becoming the leading supplier of fuel efficient carburators and air filters by expanding Breezys market share to potential markets. 7. What risks does the offshore venture face that the domestic company does not? Theft/ Damage of shipments in transit: If Breezy was to ship their products by sea, there is a risk of pirates or improper handling of containers, improper storage or conditions of the cargo. Missing documentation for customs clearance in the sea ports. Degree of expertise in international business documentation, transportation, payment, etc. Breezy has to find suitable intermediaries such as a freight forwarders to assist with the offshore venture. Culture differences: Breezy needs to adapt to the culture in which it is doing business in. Differences include language, geographic distance, cultural issues. Inadequate infraestructure such as roads, warehouses. If Breezy is going to do business in a thirld world country, it must consider whether it is possible to transport and store their products and maintain its condition and know if they have to spend extra for proper transportation and storage. Environmental considerations: Breezy needs to consider whether it has to alter the design and packaging to withstand the effects of climate. Cost escalation, higher costs: Breezy will have to be able to afford the higher costs that comes with doing business offshore and still be able to outscale competitors. Risk of having contractual disputes with new customers. Conclusion Overall, Breezy was faced with two alternatives. One was to stay in the North American market and extend its product offering and continue working with existing customers even though there was not much potential to exploit opportunities for increasing profitability. The other option is to expand its market share by going into new markets and developing new customer relationships. I believe the latter alternative is the best course of action for Breezy as it will be able to acquire new customers while taking advantage of its reputation and competitive advantage. Breezy will benefit from increased sales and will be able to stay in business.