The Power Word-of-mouth has in Marketing, and how to Cultivate it, by Rafael Schwartz, Published by Forbes Magazine, on

The Power Word-of-mouth has in Marketing, and how to Cultivate it, by Rafael Schwartz, Published by Forbes Magazine, on September 8, 2020.

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In The Power, Word-of-Mouth has in Marketing, and How to Cultivate it, published in the Forbes Magazine on September 8, 2020, Rafael Schwarz claims that online and offline word-of-mouth by a firm can influence consumers’ preference certain brands. He argues that consumers have always consulted with other consumers about the commodity they would want to purchase for the first time (Schwarz, 2020). The author suggests that the old customer’s review of the product, mostly influenced by how the firm treats the customer, affects the new customer’s decision to purchase or drop the product. Word-of-mouth plays a vital role in maintaining a customer’s lifetime value, profit maximization, and business expansion.

According to Rafael, a firm must follow six principles in the word-of-mouth promotion of their products to capture the customer’s loyalty, strengthen their trust and attract more to their brands. He advises that a firm invest in social currency, put up product triggers to the customers, connect emotionally with them, avail their product in all markets, offer practical value, and maximize captivating and memorable connections (Schwarz, 2020). These principles bring the firm closer to its brand consumers and make them feel safe, and it gives the consumers a sense of belonging, thus making them want to stick and continue working with the brand. More often than not, consumers pay attention to the treatment they receive on business premises rather than the value or price of the commodity. They believe quality customer treatment reflects on the quality of the products as well. Therefore, a firm that has mastered the principles is likely to maintain most of its old customers and attract new ones through them.

Estimation of Customer value influenced by word-of-mouth is relatively straightforward. Product firms use the purchasing patterns of their customers to study their product preferences and predict their future purchases and the channels they are likely to use (Schrage, 2017). Firms use sophisticated statistical models to project their customers’ past purchases, preferred commodities’ type, and price range, and time intervals to their future likelihood of making new purchases. However, it should be noted that this method can prove inaccurate since it is impossible to tell exactly the intentions of a consumer or their financial constraints. These factors can easily change their purchasing patterns as it tempers with their purchasing powers, especially the latter. Firms, therefore, acknowledge the fact that sometimes their predictions can be incorrect and establish measures to control such situations and expectations to avoid experiencing a drastic loss.

Firms also calculate their customer’s referral value to estimate how valuable their customers are to them in spreading their brands to other new customers in the market. This process is a bit complicated compared to calculating a customer’s lifetime value. It requires a firm to commit longer periods to conduct this analysis, usually six to twelve months, depending on the type of business in play (Schrage, 2017). This time consideration enables a firm to make accurate conclusions regarding their loyal customers’ influence on new customers by establishing variance in the referrals number. The firm accomplishes its objective by determining the average number of referrals a customer has made due to introducing an incentive on products purchased as a market campaign mechanism. Therefore, it requires the firm to study the customer’s purchase patterns but from a different angle from determining their lifetime value. Most brands prefer to count referrals influenced by the incentive market campaign within one year.

It is also important for a firm to distinguish the new consumers drawn to the products but not necessarily through their loyal customers. Some customers embrace new brands mainly because they want a change or get a new experience with a different product (Fan & Dong, 2021). They might as well have compared prices of the new brand’s commodities and found them to be affordable compared to the ones they’re used to, hence switching to the new brand. These are some of the factors that draw consumers to new brands other than being referred by their friends or people around them who identify with the brand. For a firm to identify referrals linked to their loyal customers and those not, they survey the ground and ask their new customers their trigger and motivation to purchase their brand (Kumar et al., 2007). They also question whether they would have been drawn to their product had it not been for the influence of an old customer. Answers and conclusions drawn from analysis enable a firm to understand and appreciate their customers more.

Firms pay more attention to their customers’ concerns, suggestions, and requirements. Firms understand how impactful their word-of-mouth is to their customers. Therefore, they establish strategies and policies that enable them to connect with the customers personally and create a sense of belonging (Schrage, 2017). Firms invest in employee training programs as one of the ways of enhancing customer treatment. Employees are subjected to lessons and training that help them interact with customers respectfully. They are taught to be patient and considerate because they interact with different customers daily. They are required to help them without complaining, even if the customer seems to be mistaken. According to most brands, the customer is always right, and the employees’ main aim is to ensure customer satisfaction at all times (Alavijeh et al., 2018). However, they are also taught how to stand up for themselves and handle abusive customers, which happens on rare occasions. Employees come out of training knowledgeable and ready to serve customers diligently, whether physically in the stores or online.

Firms also conduct self-evaluation over different periods to comprehend the business’s market position and what is required to maximize customer lifetime value. Firms hold meetings within their corporations to discuss consumer satisfaction and ways to attract more to their brands. It is a clear indication that they acknowledge and value their customer’s contribution to their firms, whether directly or indirectly. Firms strive to maximize the aspects that led to referrals being made in the first place, including word-of-mouth. They introduce new, quality, and advanced products that make them more competitive in the market (Alavijeh et al., 2018). Furthermore, they introduce discounts and vouchers to their loyal customers, which motivates them to shop with them some more and request their friends to join in the offers. Gifts and prizes to be won are also introduced to propel customers to purchase more commodities and spread the word to their friends and family hence attracting more new customers.

Customer Lifetime value enables a firm to calculate and determine the expected profit margin resulting from loyal customers. Since Customer Lifetime Value involves customer data scrutiny and analysis, the firm gets insights and can tell the profit to expect from their customers after a given time frame (Kumar et al., 2007). For this reason, firms lay down plans and policies concerning their costs and effective resource placement. Some of the costs incurred by firms include commodity restock, employee payments, store enhancements costs, and advertisement costs. Firms are able to work their way around these costs and on time, thus ensuring the smooth running of activities in the business, with little to no inconveniences. When the customers are happy and satisfied, everyone is happy

Customer Lifetime Value enables a firm to determine advertisement schemes that are capital intensive (Sauro, 2021). Consumer market segments allow firms to identify advertisements schemes that are likely to drain their resources, yet they do not yield a reasonable outcome. Therefore, they can change their marketing strategies depending on the resources they have at their disposal and adopt relevant and profit-yielding schemes. This way, firms prevent unnecessary costs that would otherwise result in a loss, thus insufficient funds to run their operations in the long run.

Conclusions

Consumers play a vital role in propelling and elevating a business in any market setup. They complete the cycle of goods exchange, and without them, a business would not exist. Therefore, firms should pay attention to consumer needs and address them appropriately, including their verbal exchange. Word-of-mouth has a massive effect on the consumer lifetime value, which consequently affects the performance of a business. Businesses that put their customers’ interests first and address them respectfully tend to strive and perform well in the market.

References

Alavijeh, M. R. K., Esmaeili, A., Sepahvand, A., & Davidaviciene, V. (2018). The effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention. Engineering Economics, 29(2), 236-246.

Fan, J., & Dong, L. (2021). A study on improving customer value based on the effect of word of mouth. Frontiers in Psychology, 12.

Kumar, V., Petersen, A., & Leone, R. (2007). How Valuable Is Word of Mouth? Harvard Business Review. Retrieved November 11, 2021, from https://hbr.org/2007/10/how-valuable-is-word-of-mouth.

Sauro, J. (2021). Why Your Customer Lifetime Value Is Important – dummies. Dummies. Retrieved November 11, 2021, from https://www.dummies.com/business/customers/why-your-customer-lifetime-value-is-important/.

Schrage, M. (2017). What Most Companies Miss About Customer Lifetime Value. Harvard Business Review. Retrieved November 11, 2021, from https://hbr.org/2017/04/what-most-companies-miss-about-customer-lifetime-value.

Schwarz, R. (2020). Council Post: The Power Word-Of-Mouth Has in Marketing, And How to Cultivate It. Forbes. Retrieved November 11, 2021, from https://www.forbes.com/sites/forbescommunicationscouncil/2020/09/08/the-power-word-of-mouth-has-in-marketing-and-how-to-cultivate-it/?sh=4851c8213df0.

A business report on the forecasted analysis of EcoGenics, Inc. Company with two products

17811754762500TO:Bank Manager

TO:Bank Manager

3225802514600Report

A business report on the forecasted analysis of EcoGenics, Inc. Company with two products

91700100000Report

A business report on the forecasted analysis of EcoGenics, Inc. Company with two products

10801357653655EcoGenics, Inc.

November 30, 2012

Authored by: YOUR Student ID

100000100000EcoGenics, Inc.

November 30, 2012

Authored by: YOUR Student ID

Report

A business report on the forecasted analysis of EcoGenics, Inc. Company with two products

Table of Contents

Company overview1

Product cost estimate2

Variable costs3

Fixed Costs4

Selling Price estimate4

Cost plus price4

Market Price4

Break even analysis4

per product5

Company Break-even5

five year financial projection5

operational budgets5

five year income statements6

investment appraisal6

net present value6

conclusion and recomendations6

conclusions7

recommendations7

environmental impact7

reflective essay7

bibliography7

appendix7

Section A

About Our Company

EcoGenics is a United States of America based company that specializes in the manufacture and distribution of high quality, plant-based (herbal) skin care products. The company was voted as the “Best Skin Care in America” in the years 2012 and 2013. Our company offers a simple and yet streamlined group of two products (Micro-Dermabrasion Cream and Mineral Masque Soufflé) both of which we are planning to start exporting to the United Kingdom. Each of these products is specially designed to offer a multi-functional effect and to be suitable to all types of skins, people of all ages as well as ethnicities. Our formulas are quite unique and are a combination of both science and nature. Our products employ the healing powers of nature in combination with the most advanced and top of the range anti-aging technology.

Our products

Our products are as follows;

1.Micro-Dermabrasion Cream

The primary benefits of this cream are that it offers a Spa Quality and appeal Microdermabrasion treatment right at home, it renews and polishes, exfoliates, smoothes as well as rejuvenates the surface of the user’s skin surface. The product generally weights 59.18g and is priced at £25.

Benefits

The benefits of this product is that is reveals a younger, more even toned and smoother skin. It also reduces the appearance of aging as well as evidence of uneven skin tone. The product employs unique diamond shaped particles/crystals like the ones used in the various top of the range professional microdermabrasion machines. These kinds of crystals are quite advanced and are suspended in a vitamin matrix that is a highly enriched cream based with a combination of Olive Oil and Soy.

The product sloughs off the dry, dull and unwanted dead cells with the user’s skin still retaining its moisture. It also helps in reducing the enlarged pores as well as eliminates black heads. With just one application, results become visible. The regular use of our products is guaranteed to help in brightening the one’s complexion as well as reduce the appearance of wrinkles and fine lines. Ultimately, the product leaves our clients with a brighter and even fresher appeal coupled with a strikingly youthful glow!

2. Mineral Masque Soufflé

The primary benefits of this product are that it deeply cleans as well as re-mineralizes our skin. It also helps in fighting acne.

The Benefits

This product would allow our customers to indulge and greatly enjoy a spa treatment in the very privacy of their own homes. Mineral Masque Soufflé is a lightweight whipped product that employs Kaolin clay for the purpose of tightening and deep cleansing the skin. The product is naturally rich in Deep Sea Mud and minerals and helps in the re-mineralization of the skin while it absorbs all the excess impurities and oils. This product cleanses the pores and this ultimately helps in brightening the skin tone as well as texture. This product ultimately leaves one’s skin feeling very velvety smooth and yet soft and supple at the same time. Additionally, the product contains a Chamomile Extract that calms the skin. The product also has a very refreshing spearmint fragrance that cools after and every use. Our product helps in fighting Acne, provides a balanced complexion while also providing a natural glow to the user’s skin.

The Trends

Even though the concept of skin care in the UK has greatly been impacted by very low levels of consumer confidence, very high growth rates are expected especially after the recession and economic downturn (Euromonitor,2012,p.1).This is because, immediately after the global recession, it was noted that skin care in the United Kingdom was one of the main categories that was less impacted or affected due to the fact that women continued to deeply indulge themselves.

Competitors

As of 2011, the global giant Proctor & Gamble Ltd maintained its lead as the major player with close to 10% market share. The company has managed to maintain its leading position in the United Kingdom through its Olay skin care product range. Its main products that offer competition to our products are Olay Professional’s Age Defying Day Moisturiser having SPF 30 as well as Olay 2-in-1 Day Cream plus Serum.

Prospects

The UK skin care industry is expected to see a 2 percent constant value CAGR between the years 2011 and 2016 to attain £2.4 billion at the constant 2011 prices (Euromonitor,2011,p.1).

Marketing

In order to beat competition, our company has engaged the best minds in product marketing and theories of marketing in shaping our entry and marketing strategy. Our marketing will be duly informed by Porter’s Five Forces for shaping marketing strategy (Porter,1985,p.18). In regard to segmentation, the skin cream will target males and females who are above 30 years and are regular visitors to spas.

Section B

In this section, we provide a detailed analysis of the methodology used in determining the product cost estimate, selling price estimate, break-even point analysis and a 5 year financial projection.

The Standard cost card for each and every product is provided side by side in the appendix 2 below.

Product Cost estimate

Micro-Dermabrasion Cream

Variable Costs

Variable production Costs

Variable Selling Costs

Fixed Costs

Fixed Production Costs

Fixed Selling and Administrative Costs

Mineral Masque Soufflé

Variable Costs

Variable production Costs

Variable Selling Costs

Fixed Costs

Fixed Production Costs

Fixed Selling and Administrative Costs

See Appendix 2 for an in-depth analysis

Breakeven Point

In Cost Volume Profit (CVP) analysis, breakeven point is defined as the price of a given product/service (P) minus the variable cost per unit sold (VC).It denotes the contribution margin (Worm,1997).

The costing methods that is employed in our case is absorption costing method because we consider both the variable and fixed costs that are absorbed by the product. This cost accounting technique is also critical for the purposes of external reporting.

Five Year Budgeted Income Statement

The sales volume would need to be increased by 3% on a yearly basis since this is the first time that our products will be marketed and sold in the UK. Over the years the expenditure on advertising/marketing/development costs will be gradually decreased by 8% in order for the company to concentrate its resources on its key competencies.

The manufacturing process that will be involved in the production of both products will involve the use of two dedicated production lines housed in two separate facilities. These facilities will need to be moved to the UK within the first year of operation in order to solve logistical challenges ad tax issue.

Conclusion / recommendations

The company will mainly concentrate I n the production of product 1 due to its high rate of return on investment. The business is viable due to the fact that most individuals prefer natural and herbal products due to their environmental friendliness.

Section C

The business will have an impact on the environment due to the carbon fot print that will be produced at the manufacturing/production and transportation of the raw materials and finished products. We therefore have a solid sustainability policy that embodies all pillars of corporate social responsibility and triple bottom line reporting. We aim to strike a balance between sustainability and profitability by employing such a policy (Hohnen & Potts,2007,p.11).

A reflection

The process of writing this report has taught me several things on cost management accounting. I have also learned more on marketing and product launch in international locations. Certainly, my skills in formulating an internationalization strategy have improved as well as those for writing business reports. The elements I found more interesting are the ones involved with the cost volume profit analysis. The evaluation of the breakeven point was before this exercise a mystery. I however had very difficult time in the mathematical elements of the work since most of the accounting parts required the use of complex arithmetic. Overall, this process has added me more experience that will help me both in my personal and professional life.

References

Euromonitor International (2012). Skin Care in the United Kingdom. HYPERLINK “http://www.euromonitor.com/skin-care-in-the-united-kingdom/report”http://www.euromonitor.com/skin-care-in-the-united-kingdom/report

Hohnen,P., Pots,J (2007). Corporate Social Responsibility-An Implementation Guide for Business. International Institute for Sustainable Development. Available online at HYPERLINK “http://www.iisd.org/pdf/2007/csr_guide.pdf”http://www.iisd.org/pdf/2007/csr_guide.pdf

Porter,ME (1985).Competitive Advantage.New YorK;Free Press

Worm, M (1997) “Break-Even Analysis and the Commercial Loan Decision.” Journal of Lending and Credit Risk Management. November 1997

Appendix 1Competitor benchmarking/analysis

Suppliers Product 1 Product 2

EcoGenics, Inc Micro-Dermabrasion Cream Mineral Masque Soufflé

Proctor & Gamble Olay Regenerist Microdermabrasion and Peel Kit Pro-X Clear Acne Protocol

Avon ANEW CLINICAL Advanced Dermabrasion System Clearskin® Professional Acne Treatment System

Unilever Plc Fair and Lovely UNILEVER AVIANCE acne pro

Appendix 2Selling Price calculations/Standard Cost Card

Standard cost card per unit

Traditional Absorption Product 1 Product 2 Standard cost card per unit

Marginal costing Product 1 Product 2

Direct materials 7 8 Direct materials

Direct labor 1 2 Direct labour Direct expenses 1 1 Direct expenses Other variable costs 0.3 2.29 Other variable costs Fixed costs (per unit) 3.5 5 Total costs 12.80 18.29 Total variable costs Profit mark-up 12.20 6.71 Profit mark-up Selling price ₤25 ₤25 Selling price Appendix 3Workings to Support Budgeted Income Statement

Production costs –

Product 1 – units ______ £ Production costs –

Product 2 – units ____ £ Total Year 1

Direct Materials Direct Materials Direct labour Direct Labour Direct expenses Direct Expense Other Variable costs Other Variable costs Production costs Per unit ______ Production costs Per unit _____ Production costs of goods sold

Product 1 – units sold ______x £ £ Production costs of goods sold

Product 2 – units sold ____ x £ £ Total Year 1

Production costs of goods NOT sold

Product 1 – units sold ______x £ Production costs of goods NOT sold

Product 2 – units sold ____ x £

Appendix 5Budgeted Income Statement – Five year projection – using Marginal costing principles

Yr 1 Yr 2 Yr 3 Yr 4 Yr 5

Sales

Less Cost of Sales (Variable) Contribution Fixed Costs Budgeted Profit Appendix 3Break-even point

Appendix 4Net Present Value

Yr 0 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5

Cost 25 25.7 28 32 34 35

Cash Flows (profits) (In MIllions) 25 26 29 38 40 42

Calculation or Discount factor 0.2 0.2 0.25 0.3 0.2 0.25

Present Value 24 26.3 28.4 36 36 38

Net Present Value 24 26 28 36 36 38

A career in Financial Risk Management

Name:

Professor:

Class:

Date:

A career in Financial Risk Management

Personal Statement

Financial Risk Management has always been my forte. Financial Risk Management at graduate level offers immense opportunities for students. It offers learners a chance to gain computational, mathematical, and statistical skills requisite for maneuvering today’s financial needs. This course offers a real chance for the learners to appreciate the dynamics of a rapidly changing business environment. Such skills are valuable when understanding the various risks in the industry, and enable the learner to come up practical skills for navigating the turbulent waters. In addition, being successful in today’s business world requires the learner to have a clear understanding of the psychological and managerial issues that have a direct impact on management of business. Many problems and risks bedevil today’s business. The environment changes rapidly, and this requires competent staff that can address and remedy the situation as it arises. Financial Risk Management is the right course to address these challenges.

I would like to study this course at UCL for a number of reasons. First, this is a public university with a bias towards research. I love doing research because without so, one becomes intellectually redundant. Secondly, UCL has a highly respectable standing in world league tables. This would grant me an opportunity to study and carry out research with the best brains, and by using the most recent publications. The financial world changes rapidly, and this calls for timely and consistent research to keep up with the happenings. Third, the location of the University is ideal for this kind of academic course. London is a major financial hub. The Financial Services Authority (FSA), Bank of England (BoE), and Financial Services Industry (FSI) have a direct and an unwavering interest in the quality of financial analysis and risk management. The collaboration of UCL and these institutions will offer an opportunity for learners to up their analytical skills, develop an interest in entrepreneurial skills, and offer the best advice concerning the financial risk situation.

There is every motivation to study Financial Risk Management. I have always fancied offering practical advice in real situations. There is a high demand for risk management expertise. This is because managing risk is the first step towards succeeding as an enterprise, especially in the prevailing market forces. The conduct of business is now global and understanding risk factors, and initiating mitigating measures is a sure way to get to a winning start. The development of global markets and instruments means there will always be inherent risks in the running of any business. The risk managers must have a clear and concise understanding of credit risk, market risks, operational risks, and liquidity risk. This course handles these areas in a more comprehensive manner, alongside other quantitative risks and the tools requisite for understanding market changes. It would be interesting to learn other changes in risk management when I commence this course.

My academic and professional background makes me ideal for a course in Financial Risk Management. First, I hold a degree in Mathematics, which predisposes me to an analytical mind. Mathematics enables an individual to have a pragmatic and practical approach to problem analysis. I am also a mature student who understands the requirements of graduate studies. I am also efficient, have organizational skills and human skills, and ability to manage myself well. I can also assess situations objectively, and have a sense of self-discipline. In addition, I am forward looking and have a strategic mind, with a keen eye for risk. I have the ability to keep abreast with the volatility of financial markets. Lastly, I have communication skills with the ability to win over teams to my side. Communication also requires an organization to pass relevant information to all stakeholders. It would be imprudent to lie to organizations about actual risk, or to communicate such information ambiguously. The risk manager must have the ability to summarize a lot of information, analyze it, and come up with an honest assessment of the situation. Hence, communication skills are a requisite for a successful financial risk manager.

My programming experience comes from the work I have been doing since the year 2008. During that year, I helped to raise funds for Wenchuan earthquake victims, and helped to organize 30 people of Chinese descent to watch the opening ceremony of the 2008 Olympics. I also represented Chinese students at school, and did voluntary work for a famous singer’s concert. In all these endeavors, I gained praiseworthy reports.

A career in Financial Risk Management has numerous opportunities, given the shifting nature of business operations. I would like to acquire the skills that would enable me to offer faithful and timely advice to organizations on all matters of risk, and to become a trailblazer in my field of specialization. The financial world is prone with many risks. I would like to assist business organizations and investors to understand business environments before investing their resources. This would minimize chances of loss, and would ensure businesses remain sustainable in the end. Finally, completing this course will enable me to play an active role in risk management by learning what is new, and what can potentially affect businesses. This course has the potential to change the way I view the world of finance and risk, and will be the perfect opportunity for me to learn what motivates and excites me. It is my hope that the skills I learn will be of immense value to organizations.

The plight of the poor immigrant children

Student’s name

Professor

Course

Date

The plight of the poor immigrant children

“Introduction”

This text discusses about how the children of the poor countries come into the United States of America and how they go through a difficult time trying to find justice whereby in mot case they do not have attorneys to represent them. The context of this text is based on the amount of pain and the sufferings the poor children who are immigrants in USA go through and how they try to solve this along the laws developed concerning the issue of immigration in the United States of America. The subject being the kids is very touching and Egkolfopoulou brings the issue to the reader in a very clear manner while employing the three modes of persuasion in a great manner, i.e. pathos, logos and ethos.

The main aim of the text can be viewed for informative purposes which is intended later o lead to action which can change the situation at hand and make the immigrants who mostly as discussed are kids have better environment and fair treatment when they face the courts of law especially those without representation by an attorney as they are displayed to be the ones who go through a lot of suffering in contrast to those who are represented. The aim is conjoined to the aim of trying to bring about legal and other types of action to protect the minors therefore the author has in mind that this information will make many people feel pity and have mercy for the poor kids and therefore he wants to use this and inspire action for a change in the policies which govern immigration. Through the change of policies the children will be supported and will have a better life thus their rights protected and upheld.

The essay can be summarised as one of the touching stories about the plight of minors who are faced with a situation which they cannot handle on their own therefore they are in need of legal justice and consideration. These kids just like any other human person require justice and therefore they should not be denied their rights even if they are not represented by an attorney in court. Therefore this text discusses about the injustices heaped upon minors and the manner in which the author of this text brings out this injustice making sure the reader gets every clear details of this issue.

“Content discussion”

The development of the text is seen to be a very well connected and logically planned series of events which lead the reader to a conclusion which is a culmination of the story whereby there is seen some hope for the kids as he indicates that, “Sometimes Marks, the San Francisco judge, takes off her judicial robe to make them feel comfortable.” This is a sign of hope but then again on the other side he indicates that the cases are rising every day and as of august 2017 the cases of that similar types were more than 90,000 which brings in questions on when and how will they be solved or will it be another problems to deal with. The write uses description, illustration, description, comparison, argumentation etc for developing the story and making sure it makes sense as well as have a great impact on the reader.

The fact that the author is a journalist of Bloomberg news in New York City gives him credibility that he can be believed. The manner in which he employs language is also considered ethos and therefore he can be trusted from his representation of different issues which he talks about. Egkolfopoulou is very informed about the plight of the immigrant minors as he gives clear examples and also has statistics to present the audience about the whole issue of how the immigrant minors have issues with authorities and therefore this is considered logos. He also summons the feelings of the reader by presenting the situation of the immigrants and therefore through this he achieves pathos.

The text tries to avoid mistakes and weaknesses of any kind. However there are assumptions made in the text however they are in a clear manner. For example there is the assumption that there are minors who immigrate into USA without being recorded or being noticed “these numbers don’t account for children who may have crossed into the country unnoticed.” The text employs fair assumptions like the one stated above.

“Style”

Language used is one of the central points that focus on the reader and it makes the development and telling of the story in the best manner possible. Even though language is intertwined with other types of styles it still remains one of the basic and fundamental styles. The tone of the language used can be termed as merciful and informative. The writer uses this not only to pass information but to call for action. Figurative speech is also used to some extent and this adds to the desire and the will to achieve the goals of the text. The paragraphs are well arranged and short each introducing a different thing even if a continuation of the issues talked about in the paragraph above it. The sentences are also concise and they make the reader have the ability to understand the issue of immigrant children in a clear manner.

“Conclusion”

In this text there can be seen a very well developed story of the manner in which children who illegally migrate into USA are treated by the authorities and how their issues are addressed. The text has achieved its purpose in a lot of ways. It can be termed as effective on the issue of message delivery as well as appealing to the audience try to be in the shoes of the suffering children and to be try to see the possible solutions to the issues the children face.

“Works cited”

Egkolfopoulou, Story by Misyrlena. “The Thousands of Children Who Go to Immigration Court Alone.” The Atlantic, Atlantic Media Company, 26 Aug. 2018, www.theatlantic.com/politics/archive/2018/08/children-immigration-court/567490/.Higgins, C., & Walker, R. (2012, September). Ethos, logos, pathos: Strategies of persuasion in social/environmental reports. In Accounting Forum (Vol. 36, No. 3, pp. 194-208). No longer published by Elsevier.Leach, J. (2000). Rhetorical analysis. Qualitative researching with text, image and sound, 207-226.

The pre-employment tests are the tests used by employers to evaluate job applicants (Youngman, 2017).

Subject

Students Name

Institution of Affiliation

Date

The pre-employment tests are the tests used by employers to evaluate job applicants (Youngman, 2017). The pre-testing may include their emotional intelligence, work skills, experience, language proficiency, and integrity. The primary aim of pretesting is to identify the candidates that are most likely to succeed in open positions as well as those not qualified. The pre-employment tests play a vital role in the organization in that it helps in the identification of the candidates who are more likely to perform better in the assigned jobs. Besides, the pre-employment tests aids in improving the morale of the employees thus crucial in the minimization of staff turnover. They are also essential as they help in saving time as well as the cost involved in the selection process and therefore saves the company unnecessary expenditures.

Various types of pre-employment tests that organizations use in testing the employees do exist. The pre-employment tests determine the type of candidates, their eligibility as well as their ability to perform the required tasks safely and effectively. In overall, the tests serve as a tool for the hiring managers and as well help them in avoiding the hiring bias during the hiring process. Some of the pre-tests which are mostly used and are of great significance include the personality tests that are used to assess the degree to which a person has certain traits or are able to predict the likelihood that the individual will be able to engage in certain conduct (Kaplan & Saccuzzo, 2017). The primary objective is to determine whether the candidate will be fit for the position as well as the company. The personality tests are therefore written in such a manner that they will reveal any of the attempts at dishonesty and thus the primary aim of the personality tests is to hire the employees who fit the as an ideal employee profile of the company to which the hiring is done.

Talent assessment tests are also used during the pre-employment testing as they help in the prediction of the new hire’s job as well as retainability (White, 2017). The primary focus of the talent assessment test is the evaluation of the potentials skills and abilities as differentiated from either personality or skills revealed by the employees’ work history — the tests aids in determining whether the applicant will be successfully hired. The cognitive tests on the other side measure the candidates reasoning ability, memory, accuracy as well as speed in performance and their reading and arithmetic skills. The cognitive tests also function as an intelligence test. Emotional intelligence as well can be used as a pre-employment test, testing the individual’s ability to understand their own emotions as well as those of others. The emotionally intelligent individuals have the ability to work well with other employees as well as interact with the public and handle situations more maturely and professionally.

The pre-employment tests are legal as long as the organizations do not use the results of the test results to discriminate by the race, sex, color, disability, nationality or religion (Ghosh & Ravichandran, 2018). For the pre-employment tests to be legal, they must be valid and must be related to the job to which is being applied. However, there are pre-employment tests that are illegal in most circumstances, and some of them include the lie detector tests in accordance with the Employee Polygraph Protection Act. Test validity refers to the extent to which the test accurately measures what it is supposed to measure. Validity is, therefore, a measure of how well a test measures what it claims to measure. A validity test ensures that the results are an accurate depiction and reflection of the dimensions undergoing assessment. It is therefore crucial in ensuring the standardization of the results making it more viable to use due to accuracy.

References

Ghosh, A., & Ravichandran, S. (2018). Understanding Hospitality Employers’ Perceptions of Preemployment Testing in Determining Successful Hires. International Journal of Hospitality & Tourism Administration, 1-30.

Kaplan, R. M., & Saccuzzo, D. P. (2017). Psychological testing: Principles, applications, and issues. Nelson Education.

White, M. F. (2017). True Employee Turnover Costs: A Qualitative Case Study (Doctoral dissertation, Northcentral University).

Youngman, J. F. (2017). The use and abuse of pre-employment personality tests. Business Horizons, 60(3), 261-269.

The Political Frame

BHS402 Leadership & Management in Healthcare

The Political Frame

Identify and describe four key political skills that leaders need to master.

The four key political skills that leaders need to master are:

Social Astuteness

Politically, it means that they have the ability to observe other people and accurately understand them.

Interpersonal influence

The ability to socially influence groups, members, and forcing conformity while discouraging, and possibly punishing.

Networking Ability

This role concentrates on people engaging amongst themselves and interacting and establishing relationships towards peers.

Apparent sincerity

This role is important for leaders to master because you have to be transparent and honest with their team or peers. Leaders who follow this role usually create a bond with peers for keeping their word which keeps a good impression towards management and peers.

What is power and what makes power a key organizational resource?

Power is having the ability to be in control and do something or act in a way. Power has different definitions because Power can mean anything in anyone’s definition. Organizations are made up of different aspects of how they look at power and how they use it within the group or community. The authority of someone has against an organization can dictate who has more knowledge or specialized experience. Some people experience power through interpersonal relationships or the way their personality is set up.

The presence of symbols generally characterized the early Christian art through a depiction of

Literature

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The presence of symbols generally characterized the early Christian art through a depiction of imagery on various works of architecture that include the church’s walls and the paintings on the tombs. The Bible was divided into multiple categories such as the allegorical, moral, goodness and the spiritual aspect of what contributed to the development of art in the early Christian artworks. A significant proportion of the early Christian work was depicted influenced by faith.

A majority of the paintings and sculptures depicting the life of Jesus and others figures of faith that included the likes of Abraham who almost sacrificed his son as an offering to God. Daniel who was thrown into the lion’s den and the three men who refused to bow king Nebuchadnezzar but instead demonstrated their faith for God making and disobeying their king who threw them into prison and to whom the doors opened miraculously. For all the faith figures, angels were seen guiding the named individuals, and the Christians believe that it was Jesus himself who came to provide protection for his loyal followers.

It is therefore through the existence of the early believers that the work of art developed as a sign of loyalty and dedication to serving. Some of the images contain the paintings of Jesus as he underwent through his missionary life such as riding on the donkey and raising of Lazarus. These incidences greatly influenced art in Christianity since it was seen as a way of adoring the actions that were portrayed by Christ himself who is considered as the way and the helper. The paintings of Jesus depicted humbleness, dedication to serving, the hope of life after death and an assistant in the time of difficulty. The inspirations of the holy figures were of great significance as they offered hope to the believers and this significantly contributed to the influence of music. Jesus is considered as the most influential figure in the Christian music and art and therefore if Jesus was not born, the music that is currently more different from what we are used to and the same applies to other art as people pay tribute to the Messiah. It is through the influence of the early Christian that the music and art of today are based and is primarily aimed at the honor of God with the early Christian work that was considered to live an exemplary life full of righteousness. It is vivid that up this century the art of the early Christians continues to dominate in places of worship such as the temples and also in music in honor of the almighty the protector and provider.

From the video ‘The First Christian,’ various issues in the society influenced the early Christian work. Symbolism was one of the factors that influenced the work of art in the early Christian period. An example can be deducted from the tomb of Antonia to whose grave there are drawings of an anchor and fish on both ends. The anchor in early Greece was used to depict or imply the presence of hope. The Christians here are portrayed as being fish swimming and depending on Christ for hope. Imagery is another concept that was adopted into the early Christian art, for example, the depiction of heaven through drawn images depicts of how the early Christians used images to unravel the hidden treasures for the believers making the art seem so convincing, compelling and attractive. Literacy, on the other hand, can be attributed to the influence of the art of the early Christian as the artist were able to use the different styles of art with each of them depicting a unique identity and representation. For example, the symbolism was one of the much-used techniques that indicated that the artist was literate.

Another social issue that influenced the early Christian work is the power. The leaders such as emperor Justinian were among the powerful individuals and to whom used their power to the development and integration of the early Christian artwork into the society. The emperor built up temples and oversaw them decorated with religious figures such as those of Jesus and Moses indicating that the place is holy. From such acts, the power here is used to make sure that the people from such kingdom abide by the Christian teachings as their leader is not opposed to Christianity.

Reference

The First Christian Art and its Early Developments – Lord Richard Harries. Retrieved from: https://youtu.be/dcQ9NB3D_ho?t=1224

A brief of Crane v. Commissioner, 331 U.S. 1 (1947)

A brief of Crane v. Commissioner, 331 U.S. 1 (1947)

Facts: In the year 1932, the plaintiff Mrs., Crane benefited from an apartment lot and building upon her husband’s death. The lot and building had been subjected to a mortgage that consisted of $7,042.50 interest in default and a $255,000.00 principal debt and later on Crane benefited from proceeds of the sale.

Issues: 1) Is there a provision in Tax law that allows a plaintiff to original basis? 2) Is there a provision in Appellate law that allows debt assumed to be passed on to the plaintiff?

Analysis: The IRS came up with the argument that the building had depreciated and Ms. Crane did not mention that in the taxes. Therefore, the building lost value when it was sold and she gained $30000. The 162 (b) section affirms that during inheritance, debt and tax can be incurred by the plaintiff. The Tax Court established that Ms. Crane had inherited equity. This refers to difference of the value of the building and the land, which is in excess of the mortgage value. However, the Appellate court reversed the ruling and ruled that she had inherited property and not equity. This means that Crane obtained an income equal to the debts total amount that was assumed by the purchaser. Thereafter, the US Supreme Court also affirmed and was in favor of the IRS. Crane had profited from the sale of the property for a price more than its original worth. This is despite the fact that she did not get the actual money upon the sale. It is evident that Crane claimed that she had lost $28000 based on the property’s value when calculating the tax depreciation. While making calculations, she counted for the fair market value and not equity. This proves that she was inconsistent when she claimed that she had no form of equity with regards to her property.

Conclusion: Because of the existing statute Ms. Crane gained upon selling the house as it was sold for a higher price than its original value. This is a case of non-recourse liability that will have a similar posture as full resource liability for tax purposes.

References

Crane v. Commissioner, 331 U.S. 1 (1947)

A Case Study in Bulimia

Nutrition Case Study in Bulimia

Nutrition is a very critical notion in peoples’ lives since it tends to affect every system in their bodies. Apart from that it is likely to alter individuals state of mind. However, society today has placed a lot of concentration on the perfection of the body and this has become a critical issue that now affects today’s generations particularly the young adults and adolescents. As much as food is supposed to be considered healthy for everyone it is now being perceived to be harmful. This paper is about eating disorders that have now become rampant in today’s societies. This issue is so critical because people are now being diagnosed with eating disorders mainly because they have now become mentally preoccupied with food, how people perceive and think about them as well as their personal appearance.

TJ is a 20 year old male that resides with his 17 year old sister and parent. He was involuntarily brought to the New York Presbyterian by his father who met him purging and binging in a parking lot. He was diagnosed to be having bulimia Nervosa; a type of eating disorder that is typified by binging large amounts of food within a short period of time this was closely followed by purging which made his body get rid of extra calories through diuretics and self induced vomiting. This disorder is of two kinds, it could either be: No purging type where the patient employs unsuitable behaviors like excessive exercising and fasting to lose weight, or Purging type where the patient is engaged repeatedly in the misuse of enema or diuretics, self induced vomiting, or misuse of laxatives. In most cases this disorder is found in female patients (Boskind, 2010).

Bulimia Nervosa’s etiology could stem from family issues that are associated with lack of control particularly when an excessively reliant child comes from a family with a dictatorial mother and a very subservient father. The consequence of this is unresolved reliance needs. Psycho dynamically it can be related to an early childhood mother infant association that results in unsuccessful separation individuation and retarded ego particularly when the mother uses food as a means of care and love in an attempt to respond to the child’s emotional and physical requirements. This in the end makes the child to employ food as a way in which he can gain control (Fairburn, 2012).

This began when TJ reached 17 years old, he explained to the nurses that his father became very abusive and did not permit him to interact with his buddies. He pointed out that he ended up being close to his sister and mother whom he has since fostered a nice relationship with. He indicated that he did not have the freedom to do anything independently, for everything had to be done in accordance with his father’s indulgence. When the situation became unbearable he chose to show his displeasure through food. When he became 18 he decided to get a job in order to have enough food to purge and binge. Apart from that, he has a medical history of hypokalemia that stems from electrolyte imbalance and could end up into a medical emergency. Hypokalemia is typified by fatigue, tingling and muscle cramping and in severe circumstances it can lead to cardiac dysrhythmias (Giles, 2009).

TJ was attentive, conscious and oriented to time, person and place. He was neat with no body odor and not confused. When he was approached by the nurse he was in the reception area. As much as he was fluent and clear in speech he avoided eye contact. He became uncooperative and avoided some questions. Pointing out that he was tired he told the nurse that he was not the right person to talk to for he was not in the mood. Upon making several attempts the nurse finally managed to talk to him. He proved to be very manipulative and intelligent. He kept insisting that he wanted to go home and was bored in the hospital. This is because he was waiting for an admission to one of the colleges located in Albany upon doing an application.

The DSM-IV TR indicated that the Current GAF Score was 12-19, he had a history of leukemia, AXIS 1- Anorexia Nervosa, unsuitable family employment and support, AXIS II -None history of hypokalemia/ dehydration, AXIS III- Low weight and bradycardia. He was also diagnosed to be at the danger of hurting not just other people but even himself, He was found to have deficient volume of fluids associated with insufficient intake of liquids and foods as indicated by dry mucous membrane, loss of body weight, bradycardia pale conjunctiva and hypertension. Apart from that due to his weakness and fatigue he risked falling (Boskind, 2010).

TJ’s treatment took a dramatic change recently; this was after the nurses realized that there was no change since his treatment started. Upon further inquest through a court order he revealed that he was purging secretly while taking showers. The court thus ordered for a nasogastric tube to be inserted in him and that he be given 12 bottles per day until he records significant weight gain. He was also closely monitored to ensure he did not behave mischievously.

According to Freud’s personality dynamic theory psychic energy is divided into three categories these are the id that manages impulsive behaviors, the super ego which develops at the of 6 to7 years and deals with perfectionism and morality and finally the Ego that acts as an intermediary between the two. TJ’s psyche is dominated with id since he uses it to gain control; he derives more pleasure while binging. He lacks the ego to balance his super ego and id as evidenced in his efforts to manage himself. He explained to the nurse that as a consequent of lacking ego strength his purging was followed by depression and self devaluation. However, his stringent super ego still found it hard to accept that he had a problem (Fairburn, 2012).

According to Mahler’s theory the patient could not experience differentiation he was not able to differentiate himself from his mother figure. Apart from that, his mother figure never bothered to prop up rapprochement in order to refuel the patient’s independence. This made him develop a controlled dependence on food. The Piaget theory postulates that the patient is at the abstract stage. This is because he is capable of reversing and thinking abstractly as evidenced in his outstanding academic achievements he had applied to move to a college outside the city. On the other hand the Kholberg theory opines that he is at the post conventional stage as evidenced in his ability to follow up on personal moral standards and agreed rights for instance he was smart and had no body odor (Giles, 2009).

In order to reframe an ineffective belief to ensure he avoids purging would be exposure to responsive prevention. This is because his purging behavior is related to an irrational belief that he would change his father’s attitude towards him if he loses weight. After explaining the rationale behind the behavioral therapy to him he would be exposed to small amounts of foods and asked to refrain from vomiting for two hours. After a week he will discover that there is no weight gain and this would reduce his anxiety and fears upon which the food amounts will be increased (Fairburn, 2012).

References

Boskind M. (2010). Bulimarexia : The binge-purge cycle. New York: Norton.

Fairburn, C. (2012). A cognitive behavioral approach to the treatment of bulimia. Psychological Medicine, 11, 707-711.

Giles, T.R. (2009). Behavioral treatment of severe bulimia. Behavior Therapy, 16, 393-405.

A brief overview of the traditional MDL process. It then traces the rise and development of bellwether trials

Introduction.

In an age of increasing skepticism regarding the use of class actions in our legal regime, the modern multidistrict litigation (MDL) process embodied in 28 U.S.C. § 1407 is emerging as the primary vehicle for the resolution of complex civil cases. In 1968 Congress created the MDL system to establish a centralized forum where civil actions involving one or more common questions of fact are consolidated for the purpose of efficient and effective discovery proceedings and pretrial motions. In theory, this centralized forum, or “transferee court,” as it is known, is a sort of way-station at which the preliminary aspects of the litigation can be more or less completed before individual cases are sent to their final destinations in courts across the country for ultimate resolution. In practice, however, the centralized forum can do more than function as a discovery crucible. Indeed, by establishing a mechanism for conducting “bellwether” or “representative” [“test”] trials, the transferee court can enhance and accelerate both the MDL process itself and the global resolutions that often emerge from that process.

This paper begins with a brief overview of the traditional MDL process. It then traces the rise and development of bellwether trials, from early attempts to bind related claimants to the results of such trials, to the modern information, or nonbinding approach. A typical bellwether case often begins as no more than an individual lawsuit that proceeds through pretrial discovery and on to tiral in the usual binary fashion: one plaintiff versus one defendant. Such a case may take on “bellwether” qualities, however, when it is selected for trial because it involves facts, claims or defenses that are similar to the facts, claims, and defenses presented in a wider group of related cases. The primary argument presented here in support of the information approach is that the results of bellwether trials need not be binding upon consolidated parties with related claims or defenses in order to be beneficial to the MDL process. Instead, by injecting juries and fact-finding into multidistrict litigation, bellwether trials assist in the maturation of disputes by providing an opportunity for coordinating counsel to organize the products of pretrial common discovery, evaluate the strengths and weaknesses of their arguments and evidence, and understand the risks and costs associated with the litigation. At a minimum, the bellwether process should lead to the creation of “trial packages” that can be utilized by local counsel upon the dissolution of MDLs, a valuable by-product in its own right that supplies at least a partial justification for the traditional delay associated with MDL practice. But perhaps more importantly, the knowledge and experience gained during the bellwether process can precipitate global settlement negotiations and ensure that such negotiations do not occur in a vacuum, but rather in light of real-world evaluations of the litigation by multiple juries.

The paper moves on to discuss the primary practical consideration for courts and counsel in employing bellwether trials, namely the method of selecting bellwether cases from a wider group of related lawsuits. Although there is no one trial selection paradigm, the process generally should proceed in three steps. First, the transferee court should catalogue the entire universe of cases that comprise the MDL and attempt to divide the cases into several discrete categories based on prominent variables. Second, the transferee court should create a pool of representative cases, which includes cases from each category, and then place these cases on a fast-track for case-specific discovery. Third, the transferee court must devise the appropriate methodology for selecting a predetermined number of individual cases from the pool for trial. Throughout the entire process, the transferee court can greatly benefit from the assistance of the attorneys involved in the litigation. Indeed, the bellwether process works best when counsel are engaged and devoted to the endeavor from the start.

Introduction to Bellwether Trials.

For a significant period of time, the federal courts and the state have persistently grappled with the unusual problems that stem from mass tort litigation. To address the issues in an effective manner, the courts are currently opting to use simple as well as complex creative procedures like the bellwether trial. The concept ‘bellwether’ is derived from the tradition of using a rope to fasten a bell around the castrated male sheep’s neck that is usually chosen to act as a lead or head of the rest of the flock. Essentially, a bellwether is a pacesetter of all the trends or key determinant of the practices. In the legal context, a trial is considered a bellwether when the verdicts of constituent sample cases are employed for resolving other cases. Currently, bellwether trials are informally employed by the judges in mass litigation. In this regard, they are useful for valuing the cases as well as encouraging settlement. Regardless of the fact that the origin of the concept of ‘bellwether’ is compounded by certain complexities, employment of bellwether trials especially in mass tort litigation has increasingly gained momentum.

Fundamentally, the courts seek to use the outcomes of bellwether trials to formally bind related claimants. In a binding bellwether trial procedure, the courts begin by choosing certain cases that they seek to present to the jury during trial. The judge then divides the selected cases in two phases; liability and damages. Alternatively, the judge might decide to classify these in three categories of causation, liability or damages. After this, the court proceeds to trying the bellwether cases in stages while the jury provides a verdict of each case at each stage. In the end, the outcomes of the trials are inferred to the rest of the plaintiffs. At the outset, courts attempted to use binding bellwether trials as type of class action adjudication. Despite the fact that there was no class certification, courts employed the binding approach on the premise that trying representative cases was sufficient to have a binding impact on all the related cases. However, the appellant courts doubted the credibility of the binding approach. For instance, in Cimino v. Raymark, the United States Court of Appeals for the Fifth Circuit refers to the majority opinion in earlier Fifth Circuit case, In re Chevron U.S.A., Inc., to clarify that Judge _____’s language favoring the binding use of statistically representative bellwether plaintiffs is “plainly dicta, certainly in so far as it might suggest that representative bellwether verdicts could properly be used to determine individual causation and damages for other plaintiffs.” Other circuits have also recognized that the results of bellwether trials are not properly binding on related claimants unless those claimants expressly agree to be bound by the bellwether proceedings. For instance, in In re Hanford Nuclear Reservation Litigation, the Ninth Circuit held that the results of the Hanford bellwether trial would not be binding on the remaining plaintiffs. Along the same lines, in In re TMI Litigation, the Third Circuit held that “absent a positive manifestation of agreement by Non-Trial Plaintiffs, we cannot conclude that their Seventh Amendment right not compromised by extending a summary judgment against the Trial Plaintiffs to the nonparticipating, non-trial plaintiff.” Such experimentation of the binding strategy by courts did no last for long. It was terminated by the decision by the Fifth Circuit which deemed the practice unconstitutional based on the provisions of the Seventh Amendment.

Today courts use no longer use bellwether trials for the purpose of resolving thousands of related cases pending in a MDL in one “representative” proceeding, but rather to provide meaningful information and experience to everyone involved in the litigations – the nonbinding informational approach. Although cases addressing a particular issue are chosen and reviewed, their outcomes or verdicts are non-binding and do not influence the rest of the litigants in the respective category in any way. Usually, relative outcomes are useful in helping the parties to arrive at a common and undisputable settlement. Alternatively, the respective parties are free to ignore the outcomes completely and instead undertake individual trials.

Advantages of Bellwether Trials.

Bellwether trials benefit the litigation process as well as the involved parties in different ways. As aforementioned, bellwether trials within the MDL context can be effectively employed for nonbinding informational reasons. For instance, they can be useful for testing a host of theories, strategies and defenses in a real live trial. In this respect, bellwether trials are useful for enhancing the experience, capacities and competencies of the involved parties. While the outcomes of such bellwether trials can only bind the specific bellwether cases, they can still benefit the related claimants and the MDL procedure. The Fifth Circuit best illustrates the importance of bellwether trials in this regard:

The notion that the trial of some members of a large group of claimants may provide a basis for enhancing prospects of settlement or for resolving common issues or claims is a sound one that has achieved general acceptance by both bench and bar …. The reasons for acceptance by both bench and bar are apparent. If a representative group of claimants are tried to verdict, the results of such trials can be beneficial for litigants who desire to settle such claims by providing information on the value of the cases as reflected by the jury verdicts.

Also worth recognizing is that bellwether trials provide a vehicle upon which litigation theories can be effectively put in practice. However, it is well known that the trial environment is not only dynamic but very complex and as such, trials generally do not proceed as intended by the parties or their respective attorneys. Besides the unforeseen logistical issues, the effects of evidence and facts upon the court and jury remain uncertain. During multidistrict litigation, the preceding uncertainties are usually made worse by the differences that exist among the circumstances of consolidated claimants and by the volume of pertinent evidence produced during the course of the discovery. Bellwether trials aid in alleviating such uncertainty and by giving the coordinating counsel the chance to organize the products of pretrial discovery, assess the strengths and weaknesses of their arguments, strategies, and evidence, and internalize the risks and costs involved in the trial process. In the long run, all parties are not only prepared but also well informed about the litigation process. Certainly, the employment of bellwether trials is beneficial and has the capacity to speed up and improve the MDL process in two main ways. Firstly, they give the coordinating counsel a chance to perfect their presentations for future trials, potentially resulting in the creation of “trial packages” that will likely prove useful to local counsel upon the dissolution of MDLs. Secondly, by indicating future trends, such as how a certain claims may fare before the jury, bellwether trials have the potential to inform and trigger settlement negotiations.

The Trial Packages

Bellwether processes benefit the MDL process by motivating the attorneys to develop ideal trial packages. As indicated before, bellwether trials compel the litigants to streamline, restructure and systemize comprehensive material and information that are generated during the pretrial discovery phase of the MDL. These packages are an invaluable resources and can be employed by local counsel or litigants once the MDL is dissolved and hen the individual cases have been remanded for trial to transferor courts. A series of bellwether trials give the counsel an opportunity to perfect their presentations by making minor adjustments usually based on litigation realities or on previous performances.

In the long run, trial package safeguard the knowledge and information that is acquired or developed by the coordinating counsel. This is particularly important because the respective knowledge is likely to be lost in instances when global resolution my no be attained by the transferee court. In instances where the cases under trial are remanded, trial packages are useful as they ensure pretrial common discovery products do not override the capacity of the coordinating counsel. Certainly, the bellwether processes ensures the effective functioning of the transferee court and eventual attainment of its goals with regards to preparing the cases for trial at the local district level efficiently and simplifying pretrial discovery.

Global Settlement

Essentially, the goal of a mass tort trial is to attain a settlement through harmony. In light of the MDL Panel, the transferee court provides the most viable environment for global settlement negotiations. This is because it provides room for a central forum comprising of lawyers and litigants from across the nation. These assemble before one judge and the settlement process takes place ago. Transferee courts can play a leading role in necessitating fulfillment of relative goals by creating and managing bellwether trials. Nonetheless, it should be appreciated that the process can be undermined counter arguments by the appellate. In this respect, some courts consider bellwether trials to be akin to judicial blackmail.

In sum, the concept of bellwether trial process stemmed from the custom of tying a bell around the male sheep’s neck. This male sheep was considered to be the leader of the flock and the bell was used as an identification of the respective flock. Likewise, the verdicts of bellwether trials were employed as determinants of the fate of a host of claimants. During their experimentation, the credibility bellwether trials were doubted by the appellate and the Fifth circuit demanded their prohibition due to the fact that they were unconstitutional. Regardless of this, the bellwether trials have various benefits to the to the MDL process. As indicated in the preceding review, they are not only employed as non binding informational approaches but they also aid in testing of theories. Most importantly, they help in creation of the trial packages that ease the litigation process in various ways. Nevertheless, it should be acknowledged that they still face opposition from the appellate that considers them to be forms of judicial blackmail.

The Bellwether Selection Process.

After the threshold determination to utilize bellwether trials, the transferee court and coordinating counsel should focus on the mechanics of the trial selection process. The process of selecting representative bellwether plaintiffs is a highly controversial issue in mass tort proceedings. Bellwether trials must produce valuable information that will allow the parties involved to evaluate the strength and settlement value of all the related cases. In order for bellwether trials to fulfill their valuable purpose of being “informative indicators of future trends” and “catalysts for an ultimate resolution”, it is critical that the transferee court and attorneys involved formulate a trial selection process that will be fair to all parties involved and most importantly render a representative set of bellwether plaintiffs. Thus, selecting cases for bellwether trials and constructing litigation strategies require thoughtful consideration by both plaintiffs and defendants. However, for this to occur it is imperative that there be a sufficient number of cases tried, and that the cases selected be representative of the range of cases, in order to enable the parties to determine what range of value the cases may have if resolved in the aggregate. For it is only when a “representative … range of cases” is selected may “individual trials … produce reliable information about other mass tort cases.” The Manual for Complex Litigation instructs that in the selection of bellwether cases

Sampling and surveying can be used to obtain information useful both for settlement and for bellwether trials of the sample cases or for a class trial. Whether the aim is settlement or trial, the court should ensure that the sample is representative of all claims encompassed in the particular proceedings with respect to relevant factors, such as the severity of the injuries, the circumstances of exposure to the product or accident, applicable state law, and the products and defendants alleged to be responsible.

Basically, selection of bellwether trial cases should be reflective of the various classifications of cases that constitute the MDL, should evaluate the possibility of success and underscore relative damages of each class and highlight the practical as well as forensic challenges that are associated with presentation of some cases to the jury. Any given trial selection procedure that is not aligned to the preceding procedure is unlikely to be representative in nature and hence its global impact is likely to be insignificant

Before selecting the actual bellwether, the transferee court and coordinating counsel must take preparatory steps to ensure the selection of a representative sample of bellwethers. To Begin with, the attorneys and the transferee court need to catalogue the cases that constitute the MDL. Then they must categorize the respective cases in well defined classes in order to make them easily identifiable. In other words, they need to establish the make up of the respective MDL. The underlying reason for cataloguing and division of the cases is very simple. The effectiveness of a given bellwether trial is heavily depended on its ability to determine future trends with utmost accuracy as well as effectuate the end result of the litigation. To attain this, it is vital to be conversant with the types of cases that constitute the MDL.

If this is not done, the attorneys and the transferee courts risk trying a case that is compounded by various anomalies. This is not sustainable because it wastes significant resources that would have otherwise been employed for other purposes. In order to ensure that the cases that are selected to undergo ultimate trial are representative of other cases in the MDL, the attorneys and transferee court need to verify the cases in the MDL before they proceed to other trial selection phases. To attain optimal results in this regard, both the attorneys and the transferee court should individually undertake a census of the litigation and cite all the main variables. To carry out this initial step effectively, the attorneys need to be well versed with the contents of individual cases of the MDL. In the case of the Vioxx MDL, the exchange of defendant and plaintiff profile forms enhanced the attainment of this.

Within an MDL, there are usually various factors that differentiate cases from each other. Instead of placing undue emphasis on each variable, the transferee court and attorneys should emphasize on factors that are easily identifiable, those that are vitally important and those that provide clear demarcation. Put differently, they should solely focus on the main variables. The respective groups or classes act as guideposts and help in directing the attorneys on the most important litigation issues. After the attorneys and transferee courts have individually analyzed the main variables and MDL composition, they need to hold a status conference to jointly discuss the variables in a bid to determine and agree on those that are important and predominant. By the end of this meeting, the court needs to have determined the manner in which the MDL would be divided and the attorneys should be aware of the reasons for the choices.

After successfully establishing the constituents of MDL and developing classifications that categorize the MDL, the coordinating counsel together with the transferee court should start the process of coming up with a manageable group of cases from which bellwether cases would ultimately be selected. The respective group needs to be reflective of different classes and should contain cases that are worthy of being tried in the MDL as well as those that are almost trial-ready. After assembling the trial selection pool, individual cases should be exposed to case-specific discovery. The discovery process is typical to the one that occurs in normal circumstances. Towards the end of case-specific discovery process, attorneys and the transferee court would then make the selection of the bellwether cases.

The next section will explore the various bellwether selection methods that have been used, in an effort to determine which method is likely to produce the most representative set of bellwether plaintiffs.

Selecting the Bellwether Plaintiffs

There are essentially four basic approaches to selecting bellwether plaintiffs: (1) random selection, (2) selection by transferee judge, (3) selection by plaintiffs’ counsel, and (4) selection by plaintiffs and defense counsel. Additionally, the transferee court may allow the attorneys to exercise a predetermined number of strikes or vetoes to eliminate potential bellwether cases in the pool, from consideration prior to the actual selection. While all these selection methods have been utilized over the years, mere usage does not prove/confirm their reliability. Rather, at issue is whether any of the selection methods reliably produces a true bellwether verdict. A bellwether verdict generated by an improper selection method has the potential to skew not only the verdict but also any results influenced by it. It is always important to keep in mind the goal – the selection of typical cases “which when decided and reviewed may provide a legal and factual pattern against which the remaining issues in the pending cases may be subsequently matched.” In essence, bellwether verdicts should be used to “develop a pattern for evaluation.” Each of the four bellwether selection methods will be evaluated below.

Random Selection.

Legally, it is widely agreed that for bellwether cases to be valid and representative of the population, they need to be not only sufficient in number but also selected randomly. The Manual for Complex Litigation accredits random selection to be the most ideal method of attaining effective representation especially during identification of cases. According to it, the credibility of bellwether cases is greatly determined by equal representation of the plaintiffs and well as their claims in the cases employed as samples. Further, it cites that the tendency of some judges to allow the plaintiffs and defendants to determine the cases needed to undergo initial trial undermines the credibility of the end result. The manual insists that effective or equal representation of cases can only be attained if the judge directs the relevant parties to employ random selection or use a couple of cases that are considered by all parties to be an ideal mix.

Random selection is a valid and credible strategy that is usually pursued in two main ways. It can be undertaken in a direct manner that is commonly referred to as ‘out of hat’. Alternatively, more sophisticated or complex methods can be employed in choosing the sample. Regardless of the type of methods employed, it is generally agreed that random sampling is not only a fair approach but it is also rational because of the fact that each case in the population is given an equal chance to be a part of the sample. In addition, it is simple, devoid of in depth analyses by the attorneys or judges, straight forward and makes sure that ideal cases that are representative in nature are chosen. Also worth mentioning is the fact that random sampling helps to filter the cases by separating the credible cases from fraudulent ones and thereby reducing relative costs. In this regard, costs are saved when the fraudulent cases are exposed to intense scrutiny and investigation to ensure that selected cases are based on credible grounds. Nonetheless, random selection is also compounded by two main shortcomings.

To begin with, random selection has the potential to alienate attorneys from the entire procedure. In this respect, it is worth appreciating that defeats and victories are not the sole reasons why bellwether cases are tried. The process of trial gives the attorneys a chance to prepare their cases prior to trial and familiarize themselves with wide ranging vital decisions that need to be made upfront. Allowing attorneys to participate in choosing the cases that they would try gives them an opportunity to further their individual selfish interests. In essence, random selection prevents coordinating attorneys from exploring various methods of trial and determining their practicality before a jury, hence inhibiting a possibility for mass resolution at the end of the trial. Secondly, it is posited that random selection culminates in a possibility of unequal representation of bellwether plaintiffs in the sample. Ideally, a typical random sample is likely to comprise of two of the five needed variables. Undoubtedly, this undermines the credibility of the entire process.

However, the risk of having an unrepresentative set of bellwether plaintiffs may be remedied by using scientific statistical evidence, also known as stratified random sampling. Some circuits have recognized the use of inferential statistics with random sampling as a valid method of selecting bellwether plaintiffs. In Cimino v. Raymark Industries, Inc., Judge Parker used statistical sampling by Professor Ronald G. Frankiewicz to select the representative plaintiffs whose claims would be tried in the asbestos litigation. Dr. Frankiewicz attested to the use of stratified random sampling, an approach used by the United States Census Bureau that sets the total group of plaintiffs as component populations, each of which is sampled using a simple random plan. He suggested that the plaintiffs be stratified into smaller groups according to (i) primary medical complaint and (ii) severity of the medical condition, and sampled at random to attain a group of representative bellwether plaintiffs. The use of statistical random sampling enabled Judge Parker to establish that his plaintiff selections were reliable to a 99% confidence interval. Furthermore, such statistical random sampling has been approved by significant legal scholars such as Professor Saks and Blanck, who describe the procedure as follows:

Mass torts represent a sampling theorist’s dream. The population of cases from which the sample is to be drawn is known with unusual completeness. This provides the sampling frame from which any type of case sampling proceeds. In addition, many details are known or can be learned about each member of the population. Thus, the degree to which the sample is representative of the population can be known with near certainty – a great improvement over most sampling situations. Representativeness is the touchstone of good sampling.

[Concluding sentence]

Test cases should produce a sufficient number of representative verdicts to enable the parties to determine what range of value the cases may have if resolved in the aggregate. Manual for Complex Litigation (4th) § 22.315. If the cases are randomly selected, they will reflect the full range and diversity of the claims at issue, including in terms of factual issues, choice of law, legal theories and defenses, and perhaps counsel as well.

2. Selection by the Transferee court

This is a step wise process that begins by the attorneys either individually or jointly preparing reports about every case included in the trial-selection pool. These reports outline various factors ranging from the facts that are related to each case (both those that are contentious and those that have been agreed on) to the main legal issues surrounding each case and their personal positions regarding why each case needs to be selected or exempted from being employed as a bellwether case by the respective transferee court. The main advantage of this approach is that it allows the transferee court to make sure that all predetermined variables are analyzed by all parties at the trial. This ensures that the ultimate selection is fair and just to both sides.

The main weakness of this approach pertains to its tendency to minimize attorney participation. However, compared to random selection, this allows the attorneys to present an argument for or against the selection of the respective cases. It gives them a chance to voice their individual reasons pertaining to why they think certain cases need to be tried or not tried. However, it should be appreciated that allowing the attorneys to voice their personal views regarding the cases does not mean that the respective views would be effected. Also, in some instances, attorneys may not be willing to voice their internal motives or share their personal views with the opposing counsel or transferee court. Moreover, the process is likely to be time consuming and hence may not be appropriate for attorneys and the transferee court. This is because it requires the affected attorneys to prepare comprehensive reports for every case. The transferee court on the other hand is required to critically evaluate the merits or advantages of each case.

Selection by Attorneys

Selection by attorney is pursued by allowing a single side to make the entire selection of the required bellwether cases or allowing both sides to engage in alternate selection of the bellwether cases. However, it is worth acknowledging that is usually better if the attorneys responsible for coordinating the process mutually agree on the cases that need to be included in the bellwether trials. Irrespective of the fact that the preceding preposition is the most desirable, it is not achievable from the practical point of view. This is because the relative stakes are likely to be enormous and their values so divergent that it becomes difficult for the attorneys to arrive at a mutual agreement regarding the cases. An example that best illustrates this is the Vioxx Litigation where the first case only was agreed upon and ultimately selected.

Under one category of this selection strategy, one side of the attorneys responsible for coordinating the process is allowed to make the selection of the entire bellwether cases. This reasoning is based on the premise that if one side only is allowed to select all the required bellwether cases and the respective side eventually looses all or a significant percentage of the selected trials, it can be concluded that the theories employed by the respective side are not credible. This strategy was employed in Propulsid MDL.

This approach has two advantages that play an instrumental role in enhancing its credibility. To begin with, it is efficient because it employs only a single side during the trial selection step. However, both sides of the coordinating attorneys need to evaluate the strengths and shortcomings of the selected cases. Then, it gives a single side of the coordinating attorneys the capacity to actively participate in the process. The disadvantage of this approach is that it greatly favors the participating side at the expense of its counterpart. Furthermore, the credibility of the process may be undermined by the fact that the participating side is likely to select the cases that further their good because they have the powers to. In the process, they might omit important variables from a sample that would be representative of the entire population.

The second variety of this strategy requires that both coordinating attorneys participate in the selection process by alternating picks. Compared to the preceding approach, this is fairer because