Coursework assingment Example

Essays on Coursework assingment Assignment Macroeconomic Analysis of GlaxoSmithKline plc. Brief Company Background GlaxoSmithKline plc (henceforth GSK) is a London-based, â€Å"science-led global healthcare company that researches and develops† products in three primary areas, namely Pharmaceuticals, Vaccines and Consumer Healthcare. For 2011, the company generates annual turnover of â‚ ¤27.4 billion, 68% of which was from Pharmaceuticals, 13% from Vaccines, and 19% from Consumer Healthcare. Pharmaceuticals makes available innovative, patent-protected medicines under established brand names. Its vaccines business is one of the largest in the world, and its consumer health products include over-the-counter medicines, oral healthcare and nutritional health care (GSK Form 20-F, 2011). Demand and supply factors that affect the sales and the profitability of GSK There are a number of demand and supply factors which impact of GSK sales. Primary among them is the successful development of patent-protected medicines to reach market stage. When the medicines address those diseases for which there is the greatest human need, in particular cancer, cardiovascular diseases and HIV/AIDS. Medicines account for up to 60% of increases in survival rates for cancer since 1975. Deaths due to cardiovascular diseases dropped 28% from 1997 to 2007, and the AIDS death rate has fallen 75% since 1995 (PhRMA, 2011). From 2006 to 2010, investment in personalized medicine (PM) grew by 73%, and investment in PM is expected to grow further by another 53% (see figure following). Source: 2011 Profile, Pharmaceutical Industry, p. 2 That demand exists is apparent, and there is little threat on the supply side for patented-protected medicines. Patents last for 20 years, after which the protection is lifted and a new supply factor is added – that of the generic drug producers, who do not undertake research on their own but manufacture those drugs no longer under patent. At this juncture, prices for drugs suddenly drop, and if the high cost of RD has not been recovered by then, the company loses. Market structure of the global pharmaceutical industry The structure of the market is determined by the market players; data for GSK’s direct competitors are shown in the table below (Source of the market data are from Reuters, through YahooFinance.com.) Direct Competitor Comparison    GSK MRK NVS PFE Industry Market Cap: 112.98B 123.27B 132.77B 169.31B 1.40B Employees: 97,389 86,000 124,000 102,500 1.70K Qtrly Rev Growth (yoy): 0.01 0.01 -0.02 -0.07 0.11 Revenue (ttm): 42.91B 48.20B 59.07B 66.33B 2.13B Gross Margin (ttm): 0.74 0.66 0.69 0.79 0.55 EBITDA (ttm): 15.57B 17.55B 17.05B 27.41B 124.00M Operating Margin (ttm): 0.31 0.22 0.21 0.29 0.12 Net Income (ttm): 7.91B 6.95B 8.65B 8.28B N/A EPS (ttm): 3.12 2.24 3.55 1.23 1.12 P/E (ttm): 14.59 18.09 15.46 18.34 15.32 PEG (5 yr expected): 2.01 2.71 2.61 4.20 0.92 P/S (ttm): 2.68 2.53 2.23 2.53 2.14    MRK = Merck Co. Inc. NVS = Novartis AG PFE = Pfizer Inc. Industry = Drug Manufacturers – Major *ttm – trailing twelve months, from 27 June 2012 While GSK lags behind in revenues and market capitalisation, it does have a comparatively strong net income, and exceeds its competitors in operating margin and earnings per share. This means that GSK is able to lower its operating costs and has more efficient cost management than its rivals. Because of greater operating efficiency, the company is more defensive and can better withstand fluctuations in inflation (Datamonitor, 2011). Furthermore, threats of business cycle volatilities due to the 20-year patent limit are reduced by GSK’s entry into the generic drug manufacturing, as shown in the following table against its competitors, led by Watson. Generic Drugmakers Ranked by Sales    Company Symbol Price Change Market Cap P/E Watson Pharmaceuticals, Inc. WPI 71.32 0.00 9.09B 33.52 Mylan, Inc. MYL 20.95 0.01 8.98B 16.22 Pfizer Inc. PFE 22.61 0.01 169.31B 18.34 Johnson Johnson JNJ 66.84 0.01 183.57B 18.33 GlaxoSmithKline plc GSK 45.54 -0.01 112.98B 14.59 Sanofi SNY 36.09 0.00 95.55B 12.19 Novartis AG NVS 54.81 0.01 132.77B 15.46 Roche Holding AG RHHBY 42.37 -0.00 143.63B 14.83 AstraZeneca PLC AZN 43.75 0.01 55.74B 6.71    Strategies the company can take to sustain operations in a profitable market environment GSK is faced with market contraction in developed countries due to the slow recovery from the economic recession. There is reduced demand from governments which have switched to generic drugs. Thus, the company should pursue the following strategies: 1. Enter into emerging markets. China, India, Argentina, and Southeast Asia have strong demand for pharmaceuticals, and opening production centres there may lower production costs (PhARMA, 2011, p.6). Furthermore, emerging markets were largely spared by the last crisis (Datamonitor, 2011). 2. Continue research and development into new pharmaceuticals and establish new patents. It takes 10-15 years from concept to market in biotechnology RD (p.2). The faster GSK can patent its new drugs, the more it can secure its future revenues. 3. Collaborate further with smaller research biotech companies to reduce research risk. Many small biotech companies lack capital to pursue their research; GSK can partner with them to supply the capital and eventually market the products, without having to shoulder the high costs of early RD (p. 10). Elasticity concepts that can influence the pricing strategy or competitiveness of GSK GSK’s products have particularly high price elasticity of demand, insofar as patented drugs are concerned because there are few substitutes, the drugs as of great necessity to their users, and therefore demand is not affected by increasing prices. After the patent life, however, price elasticity drops and generic drugs compete on lower prices. Income elasticity of demand is also high for patented drugs because reduction in customers’ income does not reduce quantity demanded as the drugs are necessary. Finally, price elasticity of supply is also high, because for each patented drug, the firm commands a monopoly and thus controls the price (Boldrin Levine, 2008). GSK’s efficiency in the use of its resources As earlier noted, GSK is able to realize a higher profit and higher earnings per share despite comparatively lower revenues than its competitors. It is able to rationalize its expenses throughout its pipeline by having newly developed drugs ready for market just as the patents of its former income-generating drugs mature (i.e., their patent expires). Furthermore, GSK’s leadership in the vaccine sector is capable of supporting its â€Å"aggressive moves to bolster its presence in key markets† (Datamonitor, 2011, p. 6). GSK’s supply chain relies on quality yet reasonably-priced suppliers; despite this, the high cost of basic research threatens the profitability of GSK, since only one in six drug candidates that enter clinic trials is approved by the FDA (PhARMA, 2011, p.10) . Therefore, the company makes strategic acquisition of small biotech companies with strong prospects, or enter into collaborative agreements with them, so that the risk of a failed basic research effort early in the RD of the drug will be shared. The resource efficiency of GSK also lies in its own RD process, wherein projects are systematically evaluated so that poor risks may be discontinued early, rather than carry them to completion only to determine that they fail clinical trials or the FDA review. This screening process is shown in the diagram on the next page. Projects are screened from one stage to the next, and the most promising are identified so that resources may be concentrated on them. Source: PhARMA, 2011, p. 12 References Boldrin, M Levine, D K 2008 Against Intellectual Monopoly. Cambridge University Press, Cambridge. Datamonitor 2011 GlaxoSmithKline plc Company Profile. Accessed from EBSCO. GlaxoSmithKline plc 2011 Annual Report for Shareholders. Accessed from GSK company website. GlaxoSmithKline plc 2011 Form 20-F, as filed with the U.S. Securities and Exchange Commission, March 13, 2012. Accessed from GSK company website. PhRMA 2011 Profile of the Pharmaceutical Industry. Pharmaceutical Research and Manufacturers of America, Washington D.C. Yahoo Finance 2012 GlaxoSmithKline. Accessed 27 June 2012 from http://finance.yahoo.com/q/co?s=GSK+Competitors

Theoretically Applied Practices Of Public Relations Commerce Essay Free Essays

string(204) " experimental selling via try-out experience ; word of oral cavity selling via persuasion from friends, consumers, booklet, mass media ; rank via telephone or online booking free try-out, booking orders\." McElreath statesthat all public dealingss ( PR ) plan consists of a broad assortment of function and maps ( 1997, p.161 ) . Theoretically, PR is a relatively new subject which converges modern direction, communalisation, administrative technology, sociology, societal psychological science and other scientific disciplines. We will write a custom essay sample on Theoretically Applied Practices Of Public Relations Commerce Essay or any similar topic only for you Order Now In other words, PR can be widely implemented by the authoritiess, concern endeavors, public establishments and societal organisations in the development advancement of modern market state of affairs ( Harlow, 1976, p.36 ) . It has been shown that PR is a comprehensive and effectual tool which facilitates the advancement of an administration ‘s construction. Rehearsing through the platform of PR theory will enable PR practicians have a better and clearer understanding on PR. Therefore, it is advisable and necessary to set the PR theory into pattern. Harmonizing to Kirby ‘s ( 2009, p.33 ) reappraisal, the modern-day public dealingss theories can be categorized into three groups, dwelling of communicating, receiving system response and pattern theories. This essay explores three theories of different groups and identifies three appropriate illustrations of chosen theories in modern-day public dealingss pattern. First, it states the definition and state of affairs of each theory. Second, it chooses a relevant illustration and demonstrates how the chosen PR theory is applied to pattern. In add-on, it discusses the links between the cardinal elements of each theory and its practical illustration. At last, it considers on ethical issues like challenges or benefits and discusses which type of moralss is suited for each illustration. Its intent is to do connexions between three theories and their application in the existent universe. The hierarchy of effects is a typical type of the theories of communicating, concerned with the procedure of communicating. Unlike other type of communicating theories, such as Shannon and Weaver ‘s theoretical account of communicating, situational theory, the populace sphere and systems theory, it is besides a dominant theoretical account for advertisement or recommending with clear presentation. Actually, it is a one-way communicating, highlights the message/ aims ( without complete truth ) through media and values the consequences of the communicating from the receiving systems ( the populace ) ( Kirby, 2009, p.33 ) . Its intent is to propaganda as it is â€Å" manufacturer oriented † ( Kirby, 2009, p.34 ) . In order to recommend the new safe ‘s excellence, a safe house advertised a three-sentence station. In the first sentence, it wrote that looking for the proprietor of a million US dollar. The following two sentences shared the information that there was $ 1,000,000 inside the safe at the exhibition hall ; anyone could take the money off in any agencies without dismaying. The advertizement roared over the metropolis. All kinds of possible proprietors came but left with empty custodies. The major local newspapers reported on this issue freely but significantly. In the terminal, this house ‘s safe won increasing assessment. This illustration reflects on the practical usage of be aftering intelligence event in the PR activity. Its procedure can be structured into two sides: the house and the populace. The house formulates the advertizement by the house and disseminated the advertizement. Thereafter, the mass public receives the message on the advertizement, comprehends the me ssage on the advertizement, comes to seek but in vain and alterations their attitudes and reenforcing the safety of the safe. These six stairss reflect on a hierarchy of effects which leads to larn new behaviors and so it consequences the behaviour alteration ( McElreath 1997, p. 159 ) . There are different agencies through which the transmitter sends the information to the receiving system. Seitel suggests the complex impacts come from by personal prejudices which can be nurtured by a myriad of factors, including stereotypes, symbols, semantics, equal influence and media ( 2007, p. 53 ) . â€Å" New † is the cardinal point for the doing the intelligence, particularly in advancing a new merchandise ( Seitel, 2007, p.54 ) . There is no intelligence value if following others because the populace will lose freshness and involvement. Therefore, several capablenesss of the PR professionals can be learnt from this instance analysis. For this, they unlock the positive head, full drama creativeness and imaginativeness, and take arresting action to win. Quite frequently, it is suggested to measure the aim on the pyramid type. The lower degree purposes that the receiving systems are informed and acquire a general acknowledgment on it. Subsequently, it targets at a highe r degree of responses more clearly. As this instance is a manufacturer oriented autumn into the ethic catalogue of teleology. In PR pattern, teleology is a philosophy explicating phenomena by their terminals or intents. The safe house wins first-class advertisement consequence with no cost. In this procedure, the PR pattern arrives at its end. Therefore, it is a successful pattern, related to the hierarchy of effects theory, which additions the maximal effects by doing intelligence. Maslow ‘s hierarchy of demands theory is a one-way communicating, imputing to the theories of receiving system response. Its group members like behavioral public dealingss theoretical account, societal exchange theory, societal larning theory, agenda puting theory and amplification likeliness theoretical account besides concern the receiving system response. The Maslow theoretical account concerns the receiving systems ‘ response of the communicated message. This theory theoretical account was defined by US psychologist Abraham Maslow ( 1954, p.91 ) when he observed that everyone had a motive of demands. These need have been put in five phases from the lower bed to the upper, including biological and physiological demands, safety demands, belongingness and love demands, esteem demands and self-actualisation. Actually, the hierarchy of demands in PR can be interpreted with personal or organisational motive and the thereby satisfaction. It chiefly involves with issues of op portunism. This is an illustration stating the beginning and being of on-line selling of Daigaku Honyaku Centre ( DHC ) . DHC Corporation specializes in fabricating cosmetics. It bears a good apprehension of the blooming online concern market and cogwheels to utilize this new media to advance its trade name and merchandises. The procedure of DHC ‘s s online selling includes four methods: online virus selling via ad web ; experimental selling via try-out experience ; word of oral cavity selling via persuasion from friends, consumers, booklet, mass media ; rank via telephone or online booking free try-out, booking orders. You read "Theoretically Applied Practices Of Public Relations Commerce Essay" in category "Essay examples" Further, DHC grasps the advantageous of web to cut down marketing cost and increase selling business velocity in the same clip. Through website advertisement brotherhood, DHC invariably strengthens the constructs of its direct trade name selling and addictive-free mer chandises to the possible consumers. In the decorative industry, consumers vary their demands in different degree of Maslow five phases. That is to state, different merchandises cater for different degrees of human demands. Maslow ( 1954, p.92 ) explained that â€Å" self-actualization † was ongoing and carry throughing procedure of the peculiar and individul desire that pushed people to go what they desire. Relatively, cosmetics have the characters of little size but of high monetary value, convience of buying and low perceptual experience of hazard. So they are rather equal to sale on the online promenade and particular shopping web sites. It is widely agreed that the web is the modern-day manner platform for seeking information and amusement. This instance shows that organisations move to the right topographic points where gathers the bulk of consumers. DHC invetigated the consumers ‘ demands and so planed the on-line selling plan. It arranges distribution of decorative try-outs to pull the web visiters and possible consumers. Furthermore, it assures the credibleness and map of its cosmetics. Therefore, it fulfills its purpose to excite the ingestion desire. In the one-way communicating ptocess, receiving system responses are cognitive responses ( thought procedures ) , affectional responses ( feelings and emotions ) and behavioral responses ( actions ) ( Kirby, 2009, p.33 ) .. In the pattern Doctor of Optometry online selling, DHC suffers many challenges. The primary 1 is how to acquire on-line visitants and how to motive the possible consumers to purchase its merchandises. As the online shoppers are untouchable without the connexion of web and computing machines. They prefer clcking the web site to order and pay, instead than shoppping on the noisy streets and crowdy shopping centres. Therefore, the cardinal issues for DHC ‘s online selling is to happen the consumers and derive assurance from them. The DHC instance enlightens that there is non merely the immense powers from the web, but besides a warning that any sorts of advertizements or selling plans should be planned on the premiss of people. Practicaly, there is the being of demand to hold production which is to hold ingestion and the market ; or, it is a must to make demands when there is no demand nowadays. Therefore, the key to the existent selling success lies in homo will and demands. The four theoretical accounts of Grunig and Hunt ( 1984 ) , besides named as the theories of pattern, are used rather frequently in PR pattern. There are press agentry, public information theoretical account, bipartisan asymmetric public dealingss, bipartisan symmetric public relation ; particularlay, the bipartisan symmetric theoretical account is widely applied as the ideal theoretical account of PR. The bipartisan symmetric theoretical account purposes a common apprehension, merely positions of both the populaces and the administration ( Grunig A ; Hunt, 1984, p.22 ) . This attack advocates relationship edifice through duologue, listening and gained common apprehension. Jonson A ; Jonson ( JNJ ) ‘s endurance from the Tara Noel / Tylenol capsule engagement is a instance of crisis PR. Recalled as 1982 Chicago Tylenol slayings, several individuals were ill or died for taking the Tara Noel capsule. Subsequently, the scrutiny of Tylenol capsule showed that it contained cyanide toxics. By the rapid and broad spread of the intelligence, the consumers were striken with terror and the company ‘s image rocked bottom. As a consequence, JNJ suffered a black economic diminution. After a serious of precedures, JNJ endured and survived. The survival procedure of this can be recoginesed as following. Strategically, it applied four facets of crisis public dealingss: foremost, taking enterprises and seting the public foremost ; secondly, reacting and moving with Ssincerity and honestness ; thirdly, taking ain duty foremost ; fourthly, look intoing the truth. In the outside environment, JNJ drew supportaton from the media. It halted all the commercial adv ertizements on the newspapers, maganizes and telecastings. Besides, it issued a national-wide danger warning to infirmaries, physicians and retail merchants. On the behalf of consumers ‘ benefits, JNJ provided information and unfold the truth through the mass media. Tonss of staff were placed to supervise intelligence coverage and the phone so that they could be familiar with the demands of the consumers. Furthermore, JNJ cooperated with the media. All the developing procedure of crisis were exposed to the media. Therefore, it got back a good feeling to some extent and make a cherished preferable public sentiment environment. In the position of rerurning to the market, when the invetigation consequences proved its innocece, JNJ strived many endevours. It put attempts to keep the trade name, promotiong the new medical specialty wadding. Last, it designated several interpreters and held a originative imperativeness conference. There the JNJ direction bed members answered the qustioons from more than five 100 journalists. Meantime, the picture of the new-paking Tara Noel was display at the conference. Subsequently, the affiliates of JNJ called up 1000s of saleapersons to play this Tylenol picture. In this prcocess, most medical tretment groups and community members were informed and got back to buy medical specialties from JNJ. Thus, after one twelvemonth, JNJ regained the consumer ‘s crebibility and took large part in the market. Despite a figure of critics doubting the cogency of all four theoretical accounts and the practicality of the symmetrical theoretical account in peculiar, Pearce ( 2009, para.7 ) intorduced Grunig ‘s theory that about public dealingss, PR practicians and corporates ‘ CEOs do see and use these four theoretical accounts because they entirely describe the effectual communicating among different types of stakeholders or populaces. He salso claimed that symmetricalness communicating in PR pattern is the procedure of â€Å" equilibrating the involvements † of the company and the related consumers ( as cited in Pearce, 2009, para.16 ) . In this instance The JNJ ‘s president -James Burke â€Å" looked in complete control † and took effectual measurings ( as cited in Rehak, 2002, para.5 ) . JNJ carried out crisis managemnt publically collected back all the shelf tablets and held the straightforward spirit of equity. JNJ apologised to the pulic ithout hesitaton. Furthermore, all of theses schemes were perfomed through the assistance of media. In return, consumers got assorted accessible agencies to portion their sentiments and complainments, got compensation regained concsumer ‘s credits. From the above analysis, JNJ examplizes a bipartisan symmetric communicating of public dealingss with the assistance of mass media. Detailedly, every bit shortly as the bad intelligence was informed, the company take three effectual measurings within an hr. They appointed a group of members to retreat and look into the medine, sent crisis directors and public dealingss expertness to the topographic point for the benefits of public, and reported all the relevant ongong information and truth to the populace and media. So it can be defined the company ‘s Kantian doctrine moralss as deontology, a standardalized duty to take the â€Å" right † thing and avoid donging the â€Å" incorrect † things ( Broad, 1930, p.277 ) . JNJ bears the duty, compensates the patients at the forfeit of the house itself. In a word, JNJ pays great attending to corporate ‘s credibleness, patterns with humanitarianism and idolize the populaces and consumers ‘ involvements in the first topographic point. Harmonizing to the applications of the three PR theories, it ‘s non difficult to happen that issues direction, strategic placement, public and media communicating, and repute direction are the cardinal elements of PR theories related to the concern operation schemes ( Wilcox et al. , 2002, p.5 ) . Notably, planetary political relations and economic sciences are progressing rapidlyi?†ºthey do non merely convey waiter challenges to the development of PR, but besides provide a broad development filed. On the other manus, human existences are confronting some planetary jobs, such as the environmental protection, population enlargement, war and peace, international terrorists, smuggling, human rights and liberty, regional economic cooperation and development, resource research and development and so on. The significance of their being and ways to work out are no longer limited to a certain category, state, or state. As this is the really range that the application and pattern o f PR are involved to. Practitioners and professionals will face with the undermentioned common undertaking and challenge: through planetary and trans-cultural to organize communicating, organize a planetary common sense, promote the international coordination and cooperation, and forge to analyze and work out these planetary inquiries. From this point, it is predictable that there will be an increasing attending and application of the multi-functional PR, including consultative, prediction, thesis authorship and crisis direction. At least, this is the microscopic tendency for the development of PR. To reason, this essay has put three modern-day communicating theories into pattern, including Public Relations Hierarchy of Effects Model, Maslow ‘s Hierarchy of Needs, and the Two-way Symmetric Model. It is a critical analysis and manifest of these theories and their possible deductions – separately and in combination – for public dealingss pattern. The chief parts of each theory Begin with a description of a theory as a foundation for what it means and where it focuses. The following subdivision illustrates a elaborate illustration and demonstrates how the old theory is applied in the existent universe context. The concluding parts of these theories bring considerations on the ethical issues. In application of theories, this authorship has provided a comprehensive and sophisticated analysis of the links between all elements of your chosen theories and your practical illustrations, and supply strong justification for your determinations. Understanding of ethical issues, an person and comprehensive treatment of ethical considerations in the three practical illustrations have been fulfilled. However, there are much more sophisticated applications of one or more of PR theories to the administration ‘s direction and behavior in different state of affairss to be discussed in the hereafter survey. How to cite Theoretically Applied Practices Of Public Relations Commerce Essay, Essay examples

Cold Blood Essay Example For Students

Cold Blood Essay ?nd values through emulation of parental conduct (Lickona 21). The moral guidance we offer tothem is added up and imitated by what they see (Coles 7). I believe that morality is the result ofa triad of developmental qualities. Our emotional development makes us feel guilty when we dowrong. We experience social development that results in specific actions toward others and,finally, we gain cognitive development that permits us to empathize. Our morality comes to theforefront early in childhood. In elementary school, a child becomes an intensely moralcreature (Coles 98). We develop a moral imagination, a capacity to reflect upon what is right and wrong with all theemotional and intellectual resources of the human mind (Coles 3). This is where we decidewhat we ought to do or not to do and why (Coles 7). Our moral thinking is also shaped byinfluences outside the home, by class and race, by social events, by cultural forces, and theassumptions that are fostered as a result of these influences (Coles 3). And we cultivate a moralintelligence from our imagination and our thinking. Our moral intelligence is a consequence oflearning to be with others (Coles 5). Children will absorb what they observe (Coles 7). Moralityis not a subject; it is a life put to the test in hundreds of moments. August Aicchorn, a notedpsychoanalyst, believed waywardness of antisocial adolescents is in direct proportion to thepeculiarities of their moral education (Coles 32). I feel we should remember, however, that although we possess these developmental qualitiesthrough emotional, social and cognitive development, there is no guarantee that we will becomea wise, contributing member of society. I think that professed but insincere values are worthless. We must be honest with ourselves, recognizing the difference between pretended, verbalizedvalues and operational, acted upon values. Of course, no one lives up to all of their ideals, weare simply not capable of perfection. Values that only make us look or feel good do not help usact more morally. This is self-serving hypocrisy. In the book, Capote makes you almost sympathetic to Dick and Perry by making you privy tothe thoughts behind their actions. He brings the realization that they, too, are human and somecircumstance(s) in their lives has reshaped them into these monsters capable of this crime. Webegin to wonder why Dick and Perry choose the Clutters, we wonder why they murdered them,instead of simply robbing them. We feel for them because of their physical defects whichCapote details both literally and figuratively in his writing. Although Perry was portrayed as an amateur psychoanalyst (Capote 302), he is viewed asintrospective. He did not seem willing to face his imperfections openly. Even viewing hisbodily imperfections was performed within small closed places (like a cheap hotel room and amens room at the gas station). He did not like even his close friend Dick to discuss his disabilitywith him. He frequently swallowed aspirin, more out of habit than out of need (Capote 53-55),as though the aspirin would cure that which ailed him internally. We can deduce that histwisted, mangled legs represented a part of his inner psyche that also was twisted and mangled. Although premeditated, he, when paired with Dick, could have murdered anyone. Perry needed Dick because he was the planner, the con artist that could defycircumstances, but Perry actually slashed Herb Clutters throat and shot all four of the familymembers in their heads. He resented the all American family, the morality that theyrepresented. The rage of his inability to measure up to this level, to achieve this type of moralityis what permitted him to kill. Dicks background was also a train track to immorality. He grew up in a poor family,experienced family trauma through his divorces and eventually turned to a life of petty crime. He became embittered toward life in general and Capote believed this was even evidentexternally with Dicks disfigured face. Capote felt that even Dicks faade warned us of thebitter sediment that formed the basis for his nature. However, I do not think that Dick wouldhave committed this crime on his own. Dick was viewed as a small-time crook compelled to actout this crime because Perry viewed him as macho. Dick needed Perrys violent nature tocomplete the bond that almost seems to develop into a third person when they were together. .uc12674abb4e62761b5243dc14ba21a70 , .uc12674abb4e62761b5243dc14ba21a70 .postImageUrl , .uc12674abb4e62761b5243dc14ba21a70 .centered-text-area { min-height: 80px; position: relative; } .uc12674abb4e62761b5243dc14ba21a70 , .uc12674abb4e62761b5243dc14ba21a70:hover , .uc12674abb4e62761b5243dc14ba21a70:visited , .uc12674abb4e62761b5243dc14ba21a70:active { border:0!important; } .uc12674abb4e62761b5243dc14ba21a70 .clearfix:after { content: ""; display: table; clear: both; } .uc12674abb4e62761b5243dc14ba21a70 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uc12674abb4e62761b5243dc14ba21a70:active , .uc12674abb4e62761b5243dc14ba21a70:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uc12674abb4e62761b5243dc14ba21a70 .centered-text-area { width: 100%; position: relative ; } .uc12674abb4e62761b5243dc14ba21a70 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uc12674abb4e62761b5243dc14ba21a70 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uc12674abb4e62761b5243dc14ba21a70 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uc12674abb4e62761b5243dc14ba21a70:hover .ctaButton { background-color: #34495E!important; } .uc12674abb4e62761b5243dc14ba21a70 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uc12674abb4e62761b5243dc14ba21a70 .uc12674abb4e62761b5243dc14ba21a70-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uc12674abb4e62761b5243dc14ba21a70:after { content: ""; display: block; clear: both; } READ: How The Other Half Lives Essay Paper SegregationA leading researcher of values, Milton Rokeach, believes that it is often necessary to becomedissatisfied with yourself before you will change your behavior, attitudes, or values. I feel thatthis means that one has to create a problem before you will solve the problem of morals. Forexample, we have to become dissatisfied with our behavior toward others before we will admitthat we should become more considerate of others. Usually, we avoid dealing with these typesof issues because we are unsure exactly what our values and morals are and we may feel that byfacing up to them we will be forced to air our imperfections. Perhaps th is random murder wasDick and Perrys expression of their dissatisfaction with themselves and their lack of moralvalues. Both men exhibited changed behavior at some point in their lives which also lends credence totheir dissatisfaction. Dicks external behavior changed radically after he was discharged fromprison in 1950 (Capote 292). Perrys childhood was marked by brutality, a lack of direction, loveand a fixed sense of moral values (Capote 296). We can reason that their actions were born outof previous and now unconscious, traumatic experiences (Capote 299). I also feel that the elements of the tragedy were beyond control simply because this murder wasthe result of the random chance telling of a fabrication about Herb Clutter by a cellmate (FloydWells) of Dicks. One is given to believe that this type of storytelling within the prison walls iscommonplace. I believe that the randomness at which the parties became involved makes thisbeyond control. Even Floyd didnt think that Dick would do anything to the Clutters and whenhe did realize that they had actually committed the crime, he became their nemesis, he providedthe tip that resulted in their arrest. Upon their incarceration, Perry drew pictures of Jesus,exhibiting his expressive, gentle side. Dick simply did not show emotion or remorse. In prisonthey were separated and that person that was borne of their joining forces could not evolve,could not murder. Separate they were purposeless. Mental health is based on the tensionbetween what you are and what you think you should become. You sho uld be striving forworthy goals. Emotional problems arise from being purposeless (Victor Frankl, 1970). BibliographyCapote, Truman. In Cold Blood. New York: Vintage International, Vintage Books, ADivision of Random House, Inc., 1994. Coles, Robert. The Moral Intelligence of Children. New York: Random House, 1997. Frankl, Victor. Quote of the Day. Comptons Interactive Encyclopedia. 1998 ed. CD-ROM. Cambridge, MA: The Learning Company, Inc., 1998. Lickona, Thomas. Raising Good Children. New York: Bantam Books, 1983. Neumann, Erich. The Child. Boston: Random House, 1990.