Colgate Toothpastes Essay Example | Topics and Well Written Essays - 3250 words

Colgate Toothpastes - Essay Example The 7Ps of marketing are discussed to give a clear understanding of the marketing strategy of Colgate for its toothpaste products. The various target markets of the different types of Colgate toothpastes are pinpointed. The positioning strategies of Colgate will also be ascertained. At the end of this report, some recommendations will be suggested to further strengthen Colgate toothpastes’ hold of the toothpaste industry. Introduction Colgate-Palmolive Company is a $16.7 billion global company which serves more than 200 countries (Colgate-Palmolive Company, 2011). It has operations in North America, Latin America, Europe/South Pacific, and Greater Asia/Africa. Their core business is in oral care, personal care, home care and pet nutrition. Their key products are toothpastes, toothbrushes, bar and liquid soaps, deodorants/antiperspirants, dishwashing detergents, household cleaners, fabric conditioners and specialty pet food. This study will focus on the marketing strategy of th e toothpaste line of Colgate. It was in 1873 when Colgate introduced its first toothpaste in jars. Today, Colgate has a 44.7% global market share of the toothpaste market (Colgate-Palmolive Company, 2011). Situational analysis (SWOT) (PESTLE) A. SWOT Analysis 1. Strengths Has been in the toothpaste business since 1873 Strong financial position Consistent market leader and has strong presence worldwide Has a high brand awareness and has strong brand recall Offers a wide choice in toothpaste varieties Known to be the â€Å"No. 1 brand recommended by dentists† Has an image of producing high quality products Strong product development and research program which leads to consistent product innovation Wide channels of distribution 2. Weaknesses Too many toothpaste... This paper stresses that Colgate is the leading brand of toothpaste, it should not rest on its laurels because of the highly competitive industry. Their marketing strategy should be appropriately adjusted depending on the dictates of the times, if it wants to remain competitive and retain its current position in the market. Brand image may not be enough assurance that they will remain on top. Since toothpaste is already in the mature stage, Colgate should find ways and means to innovate their products and continue to address the changing needs of its consumers. The author of the paper declares that with regards to Colgate’s promotional strategy, it is suggested that they emphasize the functionality of their toothpastes more than those that arouse the emotions. It was found out in a research that Colgate’s live demo campaign is a valuable way of increasing usage of a product. This report makes a conclusion that Colgate has 16 varieties of toothpastes, not counting the different flavors in some of its toothpaste brands. It is recommended that product duplicates be removed. Colgate offers too many types of toothpastes but some of them have almost identical active ingredients and characteristics. Too many products tend to confuse the consumer. An example of this is the Colgate Triple Action which is almost the same as the Colgate Cavity Protection and Colgate Total. Their whitening toothpastes such as the Colgate Sparkling White and Colgate Luminous targets the same market. One thinks that Colgate can just retain their most highly-saleable toothpaste and concentrate on marketing it.

Report Research Paper Example | Topics and Well Written Essays - 1500 words

Report - Research Paper Example .. 7 3. Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9 4. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 APPENDIX The Brazilian Economy 1. Executive Summary Brazil has maintained considerable economic difficulties from 1900 to 2012 due to ineffective financial policy construction, government reforms, and an over-reliance on commodities to drive economic sustainability and growth. Historically, coffee and oil have been staple export products; however, these commodities are subject to unpredictable spikes or decline in prices. At the same time, the CPI in Brazil is affected by higher-than-average inflation due to rising supply chain prices and interest rate fluctuatio ns that limit consumer spending and investment. It is recommended that Brazil diversify its economy and return to the crawling peg monetary policy now that industrialization and consumerism are beginning to develop effectively in this country. 2. Background on Brazil and its Economy Brazil is currently experiencing significant economic growth due to changes governmental and economic reforms as well as its current position as a major contributor to the global trade system. The country, once overly reliant on coffee production and rail system transportation to promote economic growth and job security, now maintains a growing industrial base in consumer products, industrial products and commodity development that contributes to a high GDP comparatively to other countries around the globe. Sixty seven percent of total GDP is attributed to the service sector, as it relates to health care, hospitality, beauty provision and restaurant (to name only a few). The rest of gross domestic produc t is allocated in agricultural development and industrial-based employment. Unfortunately, Brazil currently has a debt to GDP ratio of approximately 50 percent, which is much higher than that of other emerging or developing nations (Blanchard, 2005). At the same time, the inflation rate in Brazil is approximately four percent annually which impacts disposable income for consumers and also cash flow availability for companies in the industrial and agricultural sectors. High prices throughout the commodity supply chain, as one example, are offset by rising prices on corn, coffee and other commodity products used in the household sector. High inflation occurring annually since 2003, when the country experienced over 17 percent hyperinflation, continues to erode the government’s ability to stimulate more economic and job growth. The provision of public services, such as electric, telephone services, and water consumption experienced inflation rates of 8.38 percent with supplement ary tariff increases of over 15 percent on all of these services (Business News Americas, 2004). Brazil has not, even during years where inflation was reduced through economic policy and infrastructure development, experienced any significant decreases from these cost levels. As such, consumerism is reduced due to lowered disposable income for consumer products. From 1990 to 1997, Brazil experienced inflation to the level where gross national product was consumed up to 40 percent due to rising prices (Selva, 2010). Further, credit card companies, in response to decreased consumer savings in banking institutions, began charging upwards of 25 percent for consumer and industrial purchases (Selva, 2010). The lack

Alzheimers Disease Research Paper Example | Topics and Well Written Essays - 1250 words

Alzheimers Disease - Research Paper Example The person who inherits genetic mutations is most likely to develop Alzheimers disease before age 65 and in worst case the person may develop Alzheimers disease as early as age 30. Genetics and advancing age contribute significantly to developing Alzheimers disease in an individual. Medications can reduce the symptoms but cannot alter the disease. Progressive loss of brain cells is known as Alzheimers disease (AD). Though the precise cause of Alzheimers disease is not known but a family history, severe head injuries, life style and increasing age could be one of the causes of getting this disease. Being a progressive disease it may get worse with age. The paper attempts to explore several aspects that surround Alzheimers disease that include its progression, symptoms, treatment regime. As such, the history of Alzheimers disease or its identification goes back to as far as over hundred years but the larger understanding about it such as its causes, symptoms, risk factors and treatment process has been developed in the last 30 years. Though the medical science has revealed much about Alzheimers disease in last few decades, it cannot describe precisely the real causes about its happening; however, it is certain that when neurons in brains die, the person is said to have the onset of Alzheimers disease (Alzheimers & Dementia, 2013). Almost 5.2 million people in the US are estimated to having Alzheimers disease in 2013. Out of this, almost 5 million persons are of age above 65. In other words, 4% of Alzheimers disease population belongs to age less than 65 and 82% are of age 75 and above. The population with Alzheimers disease will increase each coming year due to increase in ageing population of the US above age 65 (Thies & Bleiler, 2012). Alzheimers disease is a neurodegenerative disease – due to progressive brain cells death over a period of time

Impressions of Visiting Vatican Museum Essay Example | Topics and Well Written Essays - 750 words

Impressions of Visiting Vatican Museum - Essay Example Before going into the particular sensations that my senses felt, it is necessary to begin to describe the experience with relation to the mood that I had upon arriving at the Vatican museum. The mood itself was a mixture of feelings that helped to add to the overall experience and the level to which I can recall it. Firstly, I was exhausted from my travels. Secondly, I was fatigued from standing in line under the hot Italian sun for over an hour. Thirdly, I was thrilled to realize the fact that finally, I was going to be able to realize my dream. And lastly, upon entering the museum itself, I was in pure amazement. What greeted my senses was something that is difficult to retell while keeping the experience as powerful as it was to me. Upon entering the museum, I remember the distinct smells that I encountered. It was an interesting medley that recalled the smell of an air conditioner that had just been turned on for the first time of the season mixed with the powdery smell that ston e buildings often have. What was noticeably remarkable was the fact that the museum did not smell like a museum. Instead, it smelled more sterile. This had the combined effect of somewhat distancing the exhibits from the reach of the visitor. Had the location smelled more like a museum, it is likely that I would have in some way met at least a few of my prior expectations regarding the exhibits housed within. One factor that detracted from the overall experience was the sheer number of people that were in the Vatican museum at the same time that I took my tour. Although I expected that such a tourist attraction would be crowded, I had no way of preparing myself for the number of people that I encountered. Unfortunately, at times, the crush of the crowd did take away from the overall experience as I felt that at certain times I was being herded through the museum without having the necessary time to take in the setting and/or the artwork that greeted me.  

Sport, Health and Exercise Psychology Essay Example | Topics and Well Written Essays - 2500 words

Sport, Health and Exercise Psychology - Essay Example Performance on the field does not matter as much as it should. Informal performance appraisal by the team's owners and influencers detract from focusing on playing better as a team. I believe that the interventions which I initiated should be persisted with, and that the team management should be counseled to isolate the players from non-football aspects of each other's lives, and from the financial fortunes of the club as well. The recent misfortunes and desultory match performances of Hull United should not detract from the sterling achievements of reaching the Premier League of football. No team can aspire for this distinction without large measures of skills and talents. I have a decade of experience in sports psychology, though I am more accustomed to on-going assignments with younger people. I must confess to some trepidation at the prospect of a mere 2 months to effect dramatic changes in a team of professionals. This does not sit well with theories and best practices in sports psychology. ... both Hull United and I commit to an assignment without thorough discussions on realistic and feasible performance goals for myself as a sports psychologist. A Basic Approach I began preparations for the Hull United assignment by careful reflection on my past successes and failures in the profession over the past 10 years. It is easy for sports psychology to intrude in to fields of technical training for specific sports, and to attempt some general psychology, and even amateur psychiatry as well. There are situations in which such tangential efforts can pay dividends. Most contact sports, and even ones that are contests of wit and other mental skills, are seamless in terms of physical techniques and mental attributes. Football at the Premier League stage in particular, involves strategies which are combinations of techniques and mental strategies. All team games involve high degrees of inter-personal communication, which is both intense and largely non-verbal. Hence, separation of sports training and sports psychology is never easy, and may not even be desirable. The media, fans, and club management, exert such pressures on team members that a majority of professional sports people require psychiatric help in any case! There are social stigma attached to seeking this kind of professional help, and it can affect the stereotyped public image if it becomes known that a player is under psychiatric treatment. Therefore, sports psychologists and even coaches are forced in to situations which force them to perform some of the tasks of a psychiatrist. I decided to stay away from these traditional meanderings of sports psychology, at least for this Hull United assignment. A 50-day period would never be enough to build bridges with the coach and the players, to an extent

Love in Time of Cholera Essay Example for Free

Love in Time of Cholera Essay Time of CholeraLove, as Mickey and Sylvia, in their 1956 hit single, remind us, love is strange. As we grow older it gets stranger, until at some point mortality has come well within the frame of our attention, and there we are, suddenly caught between terminal dates while still talking a game of eternity. Its about then that we may begin to regard love songs, romance novels, soap operas and any live teen-age pronouncements at all on the subject of love with an increasingly impatient, not to mention intolerant, ear. At the same time, where would any of us be without all that romantic infrastructure, without, in fact, just that degree of adolescent, premortal hope? Pretty far out on lifes limb, at least. Suppose, then, it were possible, not only to swear love forever, but actually to follow through on it to live a long, full and authentic life based on such a vow, to put ones alloted stake of precious time where ones heart is? This is the extraordinary premise of Gabriel Garcia Marquezs new novel  Love in the Time of Cholera,  one on which he delivers, and triumphantly. In the postromantic ebb of the 70s and 80s, with everybody now so wised up and even growing paranoid about love, once the magical buzzword of a generation, it is a daring step for any writer to decide to work in loves vernacular, to take it, with all its folly, imprecision and lapses in taste, at all seriously that is, as well worth those higher forms of play that we value in fiction. For Garcia Marquez the step may also be revolutionary. I think that a novel about love is as valid as any other, he once remarked in a conversation with his friend, the journalist Plinio Apuleyo Mendoza (published as El Olor de la Guayaba, 1982). In reality the duty of a writer the revolutionary duty, if you like is that of writing well. And oh boy does he write well. He writes with impassioned control, out of a maniacal serenity: the Garcimarquesian voice we have come to recognize from the other fiction has matured, found and developed new resources, been brought to a level where it can at once b e classical and familiar, opalescent and pure, able to praise and curse, laugh and cry, fabulate and ing and when called upon, take off and soar, as in this description of a turn-of-the-century balloon trip: From the sky they could see, just as God saw them, the ruins of the very old and heroic city of Cartagena de Indias, the most beautiful in the world, abandoned by its inhabitants because of the sieges of the English and the atrocities of the buccaneers. They saw the walls, still intact, the brambles in the streets, the fortifications devoured by heartsease, the marble palaces and the golden altars and the viceroys rotting with plague inside their armor. They flew over the lake dwellings of the Trojas in Cataca, painted in lunatic colors, with pens holding iguanas raised for food and balsam apples and crepe myrtle hanging in the lacustrian gardens. Excited by everyones shouting, hundreds of naked children plunged into the water, jumping out of windows, jumping from the roofs of the houses and from the canoes that they handled with astonishing skill, and diving like shad to recover the bundles of clothing, the bottles of cough syrup, the beneficent food that the beautiful lady with the feathered hat threw to them from the basket of the balloon. This novel is also revolutionary in daring to suggest that vows of love made under a presumption of immortality youthful idiocy, to some may yet be honored, much later in life when we ought to know better, in the face of the undeniable. This is, effectively, to assert the resurrection of the body, today as throughout history an unavoidably revolutionary idea. Through the ever-subversive medium of fiction, Garcia Marquez shows us how it could all plausibly come about, even wild hope for somebody out here, outside a book, even as inevitably beaten at, bought and resold as we all must have become if only through years of simple residence in the injuring and corruptive world. Heres what happens. The story takes place between about 1880 and 1930, in a Caribbean seaport city, unnamed but said to be a composite of Cartagena and Barranquilla as well, perhaps, as cities of the spirit less officially mapped. Three major characters form a triangle whose hypotenuse is Florentino Ariza, a poet dedicated to love both carnal and transcendent, though his secular fate is with the River Company of the Caribbean and its small fleet of paddle-wheel steamboats. As a young apprentice telegrapher he meets and falls forever in love with Fermina Daza, a beautiful adolescent with . . . almondsshaped eyes, who walks with a natural haughtiness . . . her does gait making her seem immune to gravity. Though they exchange hardly a hundred words face to face, they carry on a passionate and secret affair entirely by way of letters and telegrams, even after the girls father has sound out and taken her away on an extended journey of forgetting. But when she returns, Fermina rejects the lovesick young man after all, and eventually meets and marries instead Dr. Juvenal Urbino who, like the hero of a I9th-century novel, is well born, a sharp dresser, somewhat stuck on himself but a terrific catch nonetheless. For F lorentino, loves creature, this is an agonizing setback, though nothing fatal. Having sworn to love Fermina Daza forever, he settles in to wait for as long as he has to until shes free again. This turns out to be 51 years, 9 months and 4 days later, when suddenly, absurdly, on a Pentecost Sunday around 1930, Dr. Juvenal Urbino dies, chasing a parrot upon mango tree. After the funeral, when everyone else has left, Florentino steps forward with his hat over his heart Fermina, he declares, I have waited for this opportunity for more than half a century, to repeat to you once again my vow of eternal fidelity and everlasting love. Shocked and furious, Fermina orders him out of the house. And dont show your face again for the years of life that are left to you . . . I hope there are very few of them. The hearts eternal vow has run up against the worlds finite terms. The confrontation occurs near the end of the first chapter, which recounts Dr. Urbinos last day on earth and Ferminas first night as a widow. We then flash back 50 years, into the time of cholera. The m iddle chapters follow the lives of the three characters through the years of the Urbinos marriage and Florentino Arizas rise at the River Company, as one century ticks over into the next. The last chapter takes up again where the first left off, with Florentine now, in the face of what many men would consider major rejection, resolutely setting about courting Fermina Daza all over again, doing what he must to win her love. In their city, throughout a turbulent half-century, death has proliferated everywhere, both as el colera, the fatal disease that sweeps through in terrible intermittent epidemics, and as la colera, defined as choler or anger, which taken to its extreme becomes warfare. Victims of one, in this book, are more than once mistaken for victims of the other. War, always the same war, is presented here not as the continuation by other means of any politics that can possibly matter, but as a negative force, a plague, whose only meaning is death on a massive scale. Against this dark ground, lives, so precarious, are often more and less conscious projects of resistance, even of sworn opposition, to death. Dr. Urbino, like his father before him, becomes a leader in the battle against the cholera, promoting public health measures obsessively, heroically. Fermina, more conventionally but with as much courage, soldiers on in her chosen role of wife, mother and household manager, maintaining a safe perimeter for her family. Florentino embraces Eros, deaths well-known long-time enemy, setting off on a career of seductions that eventually add up to 622 long term liaisons, apart from . . . countless fleeting adventures, while maintaining, impervious to time, his deeper fidelity, his unquenchable hope for a life with Fermina. At the end he can tell her truthfully though she doesnt believe it for a minute that he has remained a virgin for her. So far as this is Florentinos story, in a way his Bildungsroman, we find ourselves, as he earns the suspension of our disbelief, cheering him on, wishing for the success of this stubborn warrior against age and death, and in the name of love. But like the best fictional characters, he insists on his autonomy, refusing to be anything less ambiguous than human. We must take him as he is, pursuing his tomcat destiny out among the streets and lovers refuges of this city with which he lives on terms of such easy intimacy, carrying with him a potential for disasters from which he remains safe, immunized by a comical but dangerous indifference to consequences that often borders on criminal neglect. The widow Nazaret, one of many widows he is fated to make happy, seduces him during a nightlong bombardment from the cannons of an attacking army outside the city. Ausencia Santanders exquisitely furnished home is burgled of every movable item while she and Florentino are frolicking in bed. A girl he picks up at Carnival time turns out to be a homicidal machete-wielding escapee from the local asylum. Olimpia Zuletas husband murders her when he sees a vulgar endearment Florentino has been thoughtless enough to write on her body in red paint. His lovers amorality causes not only individual misfortune but ecological destruction as well: as he learns by the end of the book, his River Companys insatiable appetite for firewood to fuel its steamers has wiped out the great forests that once bordered the Magdalena river system, leaving a wasteland where nothing can ive. With his mind clouded by his passion for Fermina Daza he never took the trouble to think about it, and by the time he realized the truth, there was nothing anyone could do except bring in a new river. In fact, dumb luck has as much to do with getting Florentino through as the intensity or purity of his dream. The authors great affection for this character does not entirely overcome a sly concurrent subversion of the ethic of machismo, of which Garcia Marquez is not especially fond, having described it elsewhere simply as usurpation of the rights of others. Indeed, as weve come to expect from his fiction, its the women in this story who are stronger, more attuned to reality. When Florentino goes crazy with live, developing symptoms like those of cholera, it is his mother Transito Ariza, who pulls him out of it. His innumerable lecheries are rewarded not so much for any traditional masculine selling points as for his obvious and aching need to be loved. Women go for it. He is ugly and sad, Fermina Dazas cousin Hildebranda tells her, but he is all love. And Garcia Marquez, straight-faced teller of tall tales, is his biographer. At the age of 19, as he has reported, the young writer underwent a literary epiphany on reading the famous opening lines of Kafkas  Metamorphosis,  in which a man wakes to find himself transformed into a giant insect. Gosh, exclaimed Garcia Marquez, using in Spanish a word in English we may not, thats just the way my grandmother used to talk! And that, he adds is when novels began to interest him. Much of what come [sic] in his work to be called magical realism was, as he tells it, simply the presence of that grandmotherly voice. Nevertheless, in this novel we have come a meaningful distance from Macondo, the magical village in  One Hundred Years of Solitude  where folks routinely sail through the air and the dead remain in everyday conversation with the living: we have descended, perhaps in some way down the same river, all the way downstream, into war and pestilence and urban confusions to the edge of a Caribbean haunted less by individual dead than by a history which has brought so appallingly many down, without ever having sopoken, or having spoken gone unheard, or having been heard, left unrecorded. As revolutionary as writing well is the duty to redeem these silences, a duty Garcia Marquez has here fulfilled with honor and compassion. It would be presumptuous to speak of moving beyond  One Hundred Years of Solitude  but clearly Garcia Marquez has moved somewhere else, not least into deeper awareness of the ways in which, as Florentino comes to learn, nobody teaches life anything. There are still delightful and stunning moments contrary to fact, still told with the same unblinking humor presences at the foot of the bed, an anonymously delivered doll with a curse on it, the sinister parrot, almost a minor character, whose pursuit ends with the death of Dr. Juvenal Urbino. But the predominant claim on the authors attention and energies comes from what is not so contrary to fact, a human consensus about reality in which love and the possibility of loves extinction are the indispensable driving forces, and varieties of magic have become, if not quite peripheral, then at least more thoughtfully deployed in the service of an expanded vision, matured, darker than before but no less clement. It could be argued that this is the only honest way to write about love, that without the darkness and the finitude there might be romance, erotica, social comedy, soap opera all genres, by the way, that are well represented in this novel but not the Big L. What that seems to require, along with a certain vantage point, a certain level of understanding, is an authors ability to control his own love for his characters, to withhold from the reader the full extent of his caring, in other words not to lapse into drivel. In translating  Love in the Time of Cholera,  Edith Grossman has been attentive to this element of discipline, among many nuances of the authors voice to which she is sensitively, imaginatively attuned. My Spanish isnt perfect, but I can tell that she catches admirably and without apparent labor the swing and translucency of his writing, its slang and its classicism, the lyrical stretches and those end-of-sentence zingers he likes to hit us with. It is a faithful and beautiful piece of work. There comes a moment, early in his career at the River Company of the Caribbean when Florentino Ariza, unable to write even a simple commercial letter without some kind of romantic poetry creeping in, is discussing the problem with his uncle Leo XII, who owns the company. Its no use, the young man protests Love is the only thing that interests me. The trouble, his uncle replies, is that without river navigation, there is no love. For Florentino, this happens to be literally true: the shape of his life is defined by two momentous river voyages, half a century apart. On the first he made his decision to return and live forever in the city of Fermina Daza, to persevere in his love for as long as it might take. On the second, through a desolate landscape, he journeys into love and against time, with Fermina, at last by his side. There is nothing I have read quite like this astonishing final chapter, symphonic, sure in its dynamics and tempo, moving like a riverboat too, its author and pilot, with a lifetimes experience steering us unerringly among hazards of skepticism and mercy, on this river we all know, without whose navigation there is no love and against whose flow the effort to return is never worth a less honorable name than remembrance at the very best it results in works that can even return our worn souls to us, among which most certainly belongs  Love in the Time of Cholera,  this shining and heartbreaking novel.

Recent Copyright Battles For Music And Movies Media Essay

Recent Copyright Battles For Music And Movies Media Essay As a fact, one of the principles of American law is that the author of a particular product within a certain period of time can reap the fruits of their intellectual creations. Copyright is a form of protection that U.S. law provides an original works of authorship, it includes including literary, dramatic, musical, architectural, cartographic, choreographic, pantomimic, graphic, sculptural, and audiovisual creative works.  The term copyright literally means the right to copy.  Today, this term is denoting the set of exclusive rights provided by law to authors in terms of protection of their works.  Copyright owner has the exclusive right to reproduce, distribute, and in the case of certain works, to public perform or display the work; create derivative works and grant the right of others to do the same on certain conditions.  Copyright protection does not extend to any idea, procedure, process, slogans, principles or discoveries.   It should be noted that intellectual property in the United States is secured by the Constitution of the United States and by number of different regulatory acts. As a fact, Uruguay Round Act Agreements have restored copyright to certain foreign works that are protected by copyright in the country of origin, but were in the public domain in the United States. Also, abolished outdated provisions of the Law on Amendments to the Act of software products (1990) established legal procedures to prevent unauthorized recording and distribution of sound recordings non studious performances of music and music videos, as stated in Copyright Battles Are About Controlling New Technologies. Copyright infringement involves the unauthorized owner dissemination of material protected by copyright, such as software, music, movies, books, computer games. Intellectual property rights are protected by the laws of most countries. Copyright infringement is usually understood as follows:   Make a copy and its sale; Make a copy and send it to someone else; In some cases, the resale of legally purchased copies. In this essay I would like more closely consider music and movies copyright infringement and describe current controversies between supporters and opponents of further hard copyright defending. As a rule, illegal distribution of movies/TV shows copies with recording them to CD/DVD disk and by copying and distribution over social computer networks or Internet,  can be carried out in order to take profit (sale of counterfeit products in shops, stalls) and without (distribution of copies of films on local area networks via the Internet, share movies with friends).  Commercial products of this kind is characterized by that may appear before the official release of the movie (known cases of appearance in the sale unfinished working version of the film stolen from a film crew).  The recording quality can be a very concede a licensed copy, and virtually has no different from it depending on how the copy and the further processing.  There is a system of symbols types of unauthorized copies that are distributed over a network (abbreviations added to the file), as described in The Record Industry Continues Battle Against Free Music Downloads It can be said that illegal copying and distribution of musical compositions copies includes the sale of music albums on audio cassettes and compact discs.  By audio piracy concerns and disseminate music over computer networks.  Exchange of musical compositions in the Internet took a truly grand scale through the development of P2P-technology.  There are many different peer networks, with millions of participants and terabytes of music. It should be noted that one of the most famous cases in copyright field was Capitol vs. Thomas. Jammie Thomas-Rasset (was born in 1977) is a U.S. citizen who was sued by Capitol Records because of file sharing. Her case is considered as a precedent.  She is accused of having distributed 24 songs on Kazaa file-sharing hosting. Her case is considered as the first of several thousand cases in which action is taken under the aegis of the RIAA legal action against illegal file sharing.  She was initially sentenced by a court to claim damages in the amount of 222 000 U.S. dollars.  The sentence was later overturned because of procedural error. The process was due to the decision of Judge Michael J. Davis in September 2008, negotiated by U.S. District Court in Duluth, Minnesota again.  It was initially questioned the validity of the evidence. As a fact, on June 18, 2009 Jammie Thomas was sentenced to a fine of 1.92 million U.S. dollars. After the sentence Joe Sibley, her lawyer went to appeal. As a fact, in January 2010, Judge Michael Davis reduced the fine to 2 250 dollars per song. Consequently, she has to pay a $54,000 fine. The prosecution and defense went against the verdict.  In November 2010, the jury has spoken in the third case against Jammie Thomas the verdict.  She was sentenced to a total compensation of $1.5 million.  The jury was set for each of Jammie Thomas popular songs 62,500 dollars.  The defense has over U.S. media and already announced further steps against the verdict. However, this process is not the only case of music intellectual property infringements, as stated in The Battle Over Music Piracy. In my opinion, an increasing number of such cases show determination of intellectual property owners to fight without any compromises. It is no doubt that music and movie industry around the world brings a lot of money.  Consequently, this activity is directly linked with phenomenon audio and video piracy. Audio/video piracy is the illegal production and distribution audio/video discs or cassettes with stored music/movie phonograms (records). Illegal, it is called because it is made without the knowledge and consent of the author and producer of the phonogram (copyright holders) i.e.  in violation of copyright and related rights in musical/movies works and the proper track.  In order to understand the essence of the above offenses, you need to imagine the nature of copyright. With respect to business entity music/video copyright can be explained as follows. Copyright is a right arising from any person whose creative effort has created some work. Most of all it is the authors of words and music. Creator of the product has the right to be recognized as author of the work, can authorize  or prohibit the use of the product under the name of the author or under a pseudonym; he has the right to publish a product.  Adjacent to the right is a right that arises from the producer of the phonogram.  This is a legal person, on the initiative, by which forces and means was recording of music performance (soundtrack).  Owners of related rights in the record business often are the record companies.   As a rule, owners of copyright and related rights (rights holders) are entitled to remuneration for each form of exploitation of musical works and phonograms, including printing and distribution of works and phonograms on physical media. Naturally, in case of duplicating and distributing pirated works and phonograms owners do not receive remuneration. Audio piracy can not be considered as only U.S. phenomenon,  it rather refers to the phenomena of countries that do not collide in this phenomenon.  (An example often cited Japan).  During 2008, the number sold in the world of pirate music CDs has increased by 950 million units (almost 50-percent growth per year) and reached a record in the history of the mark in 1.9 billion.  This is evidenced by the report of the International Federation of the Phonographic Industry (IFPI).  Growth trends persist even today, as described in Copyright Battles Are About Controlling New Technologies. As a fact, for the prosperity of piracy in the world, there are good preconditions.  Firstly, it is standard of living in different countries.  CDs are not essential commodities.  This is not food, for that always pays as much as requested, so buyers are choosing the cheaper pirated products. Secondly, only the government can solve this problem, if show its interest, which is not visible in so-called 3rd world countries.  Audio piracy is a serious, profitable, well-organized business, to defeat which needs a serious legislative framework and the will of the executive power.  Here you can quickly earn good money, and the risk of serious punishment is still minimal, so that piracy continues to flourish.   It seems that the fight against audio/video piracy must be conducted in three main areas: 1.  Law enforcement activities.   2.  Courting.   3.  Corporate regulation.   As a fact, we are well aware that law enforcement do not consider serious enough fight for copyrights, despite all the efforts in this area are undertaken by interested associations and organizations.  All of these efforts, unfortunately, do not give the desired effect.  You do very well penetrate that if a policeman should be wrestling with robbery and banditry, and thus to check the contents of the neighboring stall, which sold counterfeit tapes, of course, in a stall, he will be the last step.  And he came back and got a small kickback for the family, will consider its task accomplished.  Unfortunately, this happens all the time, and we all know that. Therefore it is difficult to say that governments of many countries is actively fighting piracy, despite the seizures, raids on warehouses and factories that produce pirated products.  This is only a few cases and they are in any case do not show the trend. Trend is until enough permissive, as described in The Battle Over M usic Piracy. As for the judicial part of the fight against piracy, then there are obvious signs.  The courts in CIS countries, Russia and China finally began to consider such claims, and already understand how they should act.  But, given the total workload of our judicial system, there is nothing that can be joyful. Apparently, the judicial decisions that protect the interests of copyright holders can be counted on the fingers.  Third it is corporate regulation.  Those who are interested in protecting copyright and related rights are and must make special efforts to ensure that these rights are somehow protected.  I mean associations, producers and record companies. The purpose of such associations is to develop a unified strategy behavior in the market for replacement audio piracy with market economic levers.  Among such measures could be introducing a special brand owner, to prevent unfair competition, development of a unified pricing policy, etc.  It remains to note that achie ving positive results requires hard work on all three fronts. Otherwise, there is no any unexpected police raid, there is no optimization of legislative regulation, or self-sacrificing work of associations and corporations in various market segments, the results did not yield. It should be mentioned that today, in Brazil is preparing legislation that will change the whole system upside down.  They want to formally allow file-sharing (with a pair of paying dollars for the right to use) and to prohibit harassment sharing services and their consumers.  If this law came into force, Brazil will be offshore which will move all the social networking and file sharing, which got the authorities of individual countries, including United States.  And the prosecution games will be simply impossible, as stated in Copyright Battles Are About Controlling New Technologies. As a fact, current trends are aimed against the copyright holders. On January 1, 2006 was founded the first Pirate Party in the world. Its aim is the abolition of copyright and patent law and, thus, the legalization of piracy.  The first among similar parties, it has succeeded at the highest level of legislation and in 2009 received one seat in the European Parliament of the 18 seats allotted to Sweden. Following the Swedish Pirate Party were founded US Pirate Party, the Pirate Party of Germany and others.   A typical program of a pirate party contains such provisions and requirements:   Reduction of copyright term.  The real copyright term at the moment is about four generations, which many believe is a prohibitively long time.  And always prolongs term has no different from the eternal protection.   Legislative prohibition of secret information-gathering about privacy.   Preventing censorship via the Internet.  While it does not exist, however, the assurances of the US Pirate Party, its appearance in the U.S. is a matter of time. To sum it up, I would like to say that society should look for other ways to combat the scourge.  And here are two ways:   To give people reasonable, not so high prices for products of intellectual property, licensing content to make cheap and accessible;   Enable file sharing, to cease harassment of consumers, merchants, to pursue only pirates (using media), and sites that sell pirated files from their servers.   Moreover, it should not be prohibited to give a friend a book to read, a movie to watch. These are the things on that commerce and profiting to pursue, primarily due to the fact that they do not pay royalties.  They can be and are happy to pay the author, but the exclusive rights to works from publishers, and they inflate their prices to avoid competition and pursue pirates (competitors) under the law.  That is to the detriment of both author and consumer.   I think that the problem is that consumers have fewer opportunities of access to culture and education, since all it is too expensive. Even the publishers in a wacky situation they spend huge amounts of money on lawyers, PR (published in the media) and GR (working with officials).  Their money does not pay off.  Everyone would be better to move to a new system with a much cheaper intellectual property.  But  monopoly and collusion publishers do not allow us to move forward into a new era of direct relations between authors and their readers/fans.