HTML
)
).pages.first
@@ -26,4 +32,9 @@
described_class.v1(within: page_with_headers)
expect(page_with_headers).to match_snapshot_auto
end
+
+ it 'works (v2)' do
+ described_class.v2(within: page_with_headers)
+ expect(page_with_headers).to match_snapshot_auto
+ end
end
diff --git a/spec/recipes_spec/books/accounting/expected_output.xhtml b/spec/recipes_spec/books/accounting/expected_output.xhtml
index 01dac2161..9738eeff5 100644
--- a/spec/recipes_spec/books/accounting/expected_output.xhtml
+++ b/spec/recipes_spec/books/accounting/expected_output.xhtml
@@ -325,7 +325,7 @@
Welcome to Principles of Accounting, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
You have been elected as the coordinator of committees for your school’s business honor society. In essence, this makes you the manager of all the committees. This is a new position that was created because the committees have never been evaluated for their effectiveness within the organization. Your job in this position is to ensure that the committees—such as recruiting, fundraising, community service, professional activities, and regional and national conference presentations—are operating within the goals put forth in the society’s mission statements, as well as to assess the effectiveness and efficiency of each committee in meeting the organization’s goals. Your starting point is to understand the overriding mission—the strategic direction and purpose—of the society. Next, you want to understand how each committee fits into the strategic goal of the society and then identify the separate goals of each committee. Once you understand the purpose and goal of each committee, it will be necessary to know how each committee is going about meeting its goals. Last, you will evaluate each committee to see if the goals are being met.
@@ -804,7 +804,7 @@
-
+
1.1Define Managerial Accounting and Identify the Three Primary Responsibilities of Management
@@ -1147,7 +1147,7 @@
-
+
1.2Distinguish between Financial and Managerial Accounting
@@ -1387,7 +1387,7 @@
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+
1.3Explain the Primary Roles and Skills Required of Managerial Accountants
@@ -1632,7 +1632,7 @@
whistleblower
Mathematics and Statistics
-
+
1.4Describe the Role of the Institute of Management Accountants and the Use of Ethical Standards
@@ -1799,7 +1799,7 @@
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+
1.5Describe Trends in Today’s Business Environment and Analyze Their Impact on Accounting
@@ -2018,7 +2018,7 @@
The purpose of managerial accounting is to supply financial and nonfinancial information to the organization’s management and other internal decision makers.
One day, at your part-time job in a local coffee shop, you realize that the employees throw many pounds of used coffee grounds in the trash each day. From an environmental perspective, you are concerned because of the volume of trash being transferred to the landfill. From a business perspective, you wonder if discarding the used grounds is the only option. Could those coffee grounds be used in a profitable manner? After a bit of research, you discover that, if prepared in certain ways, used coffee grounds are good as fertilizer, can kill insects on some plants, can be used as a body scrub, among other options. A recent radio talk show discussed the possibility that coffee grounds could be used as an alternative fuel source, and you learned that coffee grounds are actually being used to help fuel buses in London.
@@ -3793,7 +3793,7 @@
-
+
2.1Identify Relevant Information for Decision-Making
@@ -4016,7 +4016,7 @@
-
+
2.2Evaluate and Determine Whether to Accept or Reject a Special Order
@@ -4177,7 +4177,7 @@
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+
2.3Evaluate and Determine Whether to Make or Buy a Component
@@ -4356,7 +4356,7 @@
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2.4Evaluate and Determine Whether to Keep or Discontinue a Segment or Product
@@ -4553,7 +4553,7 @@
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2.5Evaluate and Determine Whether to Sell or Process Further
@@ -4690,7 +4690,7 @@
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2.6Evaluate and Determine How to Make Decisions When Resources Are Constrained
@@ -4764,7 +4764,7 @@
MaryAnne Anthony-Smith, Formerly of Santa Ana College
@@ -1261,7 +1261,7 @@
-
+
Quick Start
@@ -1271,7 +1271,7 @@
Welcome to your Algebra 1 module! We're genuinely excited for you to join our community and embark on a transformative learning journey!
This user-friendly guide is your roadmap to navigating the features and resources of our unique Algebra I content. Let's raise the bar on your algebra skills—get started with confidence today!
-
I. Where to Start
+
I. Where to Start
@@ -1305,7 +1305,7 @@
-
View Lessons in the Course:
+
View Lessons in the Course:
Go to “My courses” then click your Algebra course tile (Image 1)
View lessons by clicking on the unit you would like to see. You can view the lessons in every unit by clicking “Expand all” (Image 2)
@@ -1476,7 +1476,7 @@
-
+
Using Desmos
@@ -1486,7 +1486,7 @@
Throughout the Algebra I curriculum, you will find Desmos activities and graphing calculators embedded in lessons. Desmos activities are interactive online problem sets located on the Desmos website. They can be assigned to your students and graded automatically if you have a Desmos account. Desmos graphing calculators are interactive online graphs embedded under graphing problems in the Algebra I course. Note, the embedded calculator adheres to instructional requirements, not assessment requirements.
We have created a how-to guide with helpful screenshots and links to help you and your students use Desmos. If you need additional help, view the official Desmos guide.
-
I. Understanding Desmos Tools
+
I. Understanding Desmos Tools
@@ -1606,7 +1606,7 @@
-
+
Additional Resources
@@ -1656,7 +1656,7 @@
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+
Study Tips
@@ -1665,9 +1665,9 @@
Use the information in this section to support and elevate your academic journey. Get tips for studying, time management, and working successfully on group projects. Explore this content and more in the OpenStax textbook Preparing for College Success, always available free online. Amplify your academic achievement and prepare for the successful future you deserve!
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Learning, Studying, and Test-Taking
+
Learning, Studying, and Test-Taking
-
The Learning Process
+
The Learning Process
Questions to Consider:
@@ -1688,7 +1688,7 @@
Another way to look at learning is through the biological lens.
When we go through the learning process outlined above, our brains actually change. This is called neuroplasticity, or the brain’s ability to form or reorganize neural pathways in reaction to the learning process. This means that your brain changes when you learn something new, especially if you practice it and fail at getting it right the first time. When you get better at a skill, such as throwing a curveball or learning how to solve for X, your brain is actually reorganizing itself so that you can perform those tasks more quickly.
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Bloom’s Taxonomy
+
Bloom’s Taxonomy
Bloom’s Taxonomy is a hierarchical framework used to classify learning objectives and cognitive skills into six levels of complexity.
The first and lowest level is “remember.” At this level, you are attempting to recall information, such as definitions of terms or steps in a process. You don’t have to really understand (that will come next) the concepts at this level. For example, you may be able to memorize the steps to perform the quadratic equation by naming them in order, but that doesn’t mean you truly understand the processes involved and the effects of each step.
The second level is “understand.” This is the stage in which you can explain or describe a concept in your own words. Usually, if you have restated a term, concept, or process in your own words, you have a basic understanding of it. Again, these are lower levels of Bloom’s Taxonomy and are the fundamental first steps if you want to move higher up on the taxonomy. The next level is “apply,” which indicates that you know the concept well enough to use it in a new context. Math classes often ask you to remember and understand the steps of a formula and the reason you would use it but then ask you to use that formula in a new problem.
On a scale of 1 to 5, how confident do you feel about the learning goals of this lesson?
@@ -52909,7 +52909,7 @@
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+
Project 1 Overview
@@ -52942,7 +52942,7 @@
-
+
Notice and Wonder Graph Features
@@ -52964,7 +52964,7 @@
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Matching Graph and Equations
@@ -53009,7 +53009,7 @@
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Unit 1 Wrap Up
@@ -53051,7 +53051,7 @@
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Productive Failure
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-
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Classroom Discussion
@@ -53170,7 +53170,7 @@
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How to Promote Effective Classroom Discussion
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How to Promote Effective Classroom Discussion
There are a number of strategies a teacher can use to encourage fruitful discussion opportunities (Hattie, Fisher, & Frey, 2017). These include:
@@ -53219,7 +53219,7 @@
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+
Growth Mindset
@@ -53316,7 +53316,7 @@
-
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Goal Setting
@@ -53328,7 +53328,7 @@
Incorporating goal setting into instruction creates a forward feedback loop of motivation and learning.
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How to use Goal Setting in Instruction
+
How to use Goal Setting in Instruction
When incorporating goal setting into instruction, it is important to find the right balance of difficulty, customized to the learner’s current ability level. Goals should be hard, but achievable 22. People who set harder goals tend to have better performance 66, but failing to achieve a set goal can negatively impact self-efficacy, which decreases effort put towards future goals 55. Combining a mix of proximal and distal goals may be an effective way to strike this balance 11. A harder, distal goal can be broken up into smaller, more achievable goals. As students experience the small successes along the way, their confidence that they can achieve the larger, further goal increases.
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-
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Spaced Retrieval Practice
@@ -53380,7 +53380,7 @@
Engaging in spaced practice can be particularly beneficial for cumulative exams, such as the End-of-Course STAAR exam or similar summative assessments. Students often approach cumulative exams by engaging in long, cramming sessions the night before the exam. With spaced practice, students are encouraged to engage with new and old information over multiple, regular, and shorter sessions. By regularly retrieving this information over a longer period of time, the knowledge becomes easier to retrieve in the future and lasts longer 66.
-
Spaced Retrieval Practice in the OpenStax Algebra 1 Curriculum
+
Spaced Retrieval Practice in the OpenStax Algebra 1 Curriculum
Each unit has a short, 5-question STAAR quiz associated with it, and there are also two longer, 15-question STAAR exams covering all the TEKS from each semester. Have students revisit concepts from earlier units periodically using these quizzes and exams throughout the school year (not just in the final lead-up to the end of year STAAR exam).
@@ -53413,7 +53413,7 @@
-
+
Multimedia Principle
@@ -53423,7 +53423,7 @@
As educators, we have all heard about or learned about “learning styles” such as visual learners vs auditory learners. That said, it turns out the notion of “learning styles” is not actually supported by research, and in fact a large body of work suggests that everybody learns better through a combination of words and pictures. This body of work has culminated in the “Multimedia Learning Principle” which asserts that people learn better from words and pictures than from words alone (Mayer, 2022).
The theory behind the Multimedia Learning Principle is related to “cognitive load.” It appears humans have separate working memory loads for our auditory and visual channels. If we can split information between these channels, it frees up “cognitive load” for us to process the information. This principle should be particularly effective for subjects that are difficult to learn and require a high amount of “cognitive load,” or for students that are struggling to make sense of a concept.
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How to use the Multimedia Learning Principle
+
How to use the Multimedia Learning Principle
Whenever possible, try to supplement verbal information with visual information and try to supplement visual information with verbal explanations. Try to make these supplements complementary, rather than redundant. The goal is to facilitate students making connections between the visual information and the auditory information, and to free up some processing space in both channels by dividing the load between them.
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+
Generative Learning Principle
@@ -53464,7 +53464,7 @@
Sometimes referred to as “active learning” or “generative learning,” this principle suggests that students learn better when they participate in a generative learning activity, such as summarizing, mapping, drawing, imagining, self-testing, self-explaining, teaching, or enacting. Any activity that encourages students to engage in cognitive processes that are necessary for learning would be considered “active learning.” For example, selecting the most important ideas, mentally organizing them into a coherent structure, and integrating it with relevant prior knowledge activated from long-term memory would be an activity that supports students’ generative learning.
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Using the Generative Activity Principle
+
Using the Generative Activity Principle
Build in time in your lessons for students to be active participants in their learning and to generate some demonstration of their understanding. Minimize lecturing and passive learning and instead devote class time to structured activities in which students build a representation of their knowledge. This can be as simple as explaining what they just learned to a partner, or more complex like drawing the relationship between what they just learned and concepts they have previously mastered. Students don’t have to be elaborate, but evidence suggests that generative learning activities are more effective when there are some scaffolds in place supporting the students’ process and when the load imposed by the activity is minimized.
OpenStax is part of Rice University, which is a 501(c)(3) nonprofit charitable corporation. As an educational initiative, it's our mission to transform learning so that education works for every student. Through our partnerships with philanthropic foundations and our alliance with other educational resource companies, we're breaking down the most common barriers to learning. Because we believe that everyone should and can have access to knowledge.
@@ -537,7 +537,7 @@ Michael Zarkin, Westminster College
Since its founding, the United States has relied on citizen participation to govern at the local, state, and national levels. This civic engagement ensures that representative democracy will continue to flourish and that people will continue to influence government. The right of citizens to participate in government is an important feature of democracy, and over the centuries many have fought to acquire and defend this right. During the American Revolution (1775–1783), British colonists fought for the right to govern themselves. In the early nineteenth century, agitated citizens called for the removal of property requirements for voting so poor White men could participate in government just as wealthy men could. Throughout the late nineteenth and twentieth centuries, women, African Americans, Native Americans, and many other groups fought for the right to vote and hold office.
@@ -641,7 +641,7 @@ Michael Zarkin, Westminster College
-
+
1.1What is Government?
@@ -821,7 +821,7 @@ Michael Zarkin, Westminster College
-
+
1.2Who Governs? Elitism, Pluralism, and Tradeoffs
@@ -949,7 +949,7 @@ Michael Zarkin, Westminster College
-
+
1.3Engagement in a Democracy
@@ -1147,7 +1147,7 @@ Michael Zarkin, Westminster College
-
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Key Terms
@@ -1270,7 +1270,7 @@ Michael Zarkin, Westminster College
-
+
Summary
@@ -1305,11 +1305,11 @@ Michael Zarkin, Westminster College
Government provides stability to society, as well as many crucial services such as free public education, police and fire services, and mail delivery. It also regulates access to common goods, such as public land, for the benefit of all. Government creates a structure whereby people can make their needs and opinions known to public officials. This is one of the key factors that makes the United States a representative democracy. A country where people elect representatives to make political decisions for them depends on the ability and willingness of ordinary people to make their voices known, unlike an oligarchy dominated by only a small group of people.
@@ -1335,7 +1335,7 @@ Michael Zarkin, Westminster College
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+
Review Questions
@@ -1517,7 +1517,7 @@ Michael Zarkin, Westminster College
-
+
Critical Thinking Questions
@@ -1599,7 +1599,7 @@ Michael Zarkin, Westminster College
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Suggestions for Further Study
@@ -1720,7 +1720,7 @@ Michael Zarkin, Westminster College
The U.S. Constitution, see Figure 2.1, is one of the world’s most enduring symbols of democracy. It is also the oldest, and shortest, written constitutions of the modern era still in existence. Its writing was by no means inevitable, however. In many ways, the Constitution was both the culmination of American (and British) political thought about government power and a blueprint for the future.
@@ -1824,7 +1824,7 @@ Michael Zarkin, Westminster College
-
+
2.1The Pre-Revolutionary Period and the Roots of the American Political Tradition
@@ -1970,7 +1970,7 @@ Michael Zarkin, Westminster College
-
+
2.2The Articles of Confederation
@@ -2146,7 +2146,7 @@ Michael Zarkin, Westminster College
-
+
2.3The Development of the Constitution
@@ -2339,7 +2339,7 @@ Michael Zarkin, Westminster College
-
+
2.4The Ratification of the Constitution
@@ -2519,7 +2519,7 @@ Michael Zarkin, Westminster College
-
+
2.5Constitutional Change
@@ -2621,7 +2621,7 @@ Michael Zarkin, Westminster College
-
+
Key Terms
@@ -2750,7 +2750,7 @@ Michael Zarkin, Westminster College
-
+
Summary
@@ -2785,11 +2785,11 @@ Michael Zarkin, Westminster College
For many years the British colonists in North America had peacefully accepted rule by the king and Parliament. They were proud to be Englishmen. Much of their pride, however, stemmed from their belief that they were heirs to a tradition of limited government and royal acknowledgement of the rights of their subjects.
Colonists’ pride in their English liberties gave way to dismay when they perceived that these liberties were being abused. People had come to regard life, liberty, and property not as gifts from the monarch but as natural rights no government could take away. A chain of incidents—the Proclamation of 1763, the trial of smugglers in courts without juries, the imposition of taxes without the colonists’ consent, and the attempted interference with self-government in the colonies—convinced many colonists that the social contract between the British government and its citizens had been broken. In 1776, the Second Continental Congress declared American independence from Great Britain.
@@ -2838,7 +2838,7 @@ Michael Zarkin, Westminster College
-
+
Review Questions
@@ -3072,7 +3072,7 @@ Michael Zarkin, Westminster College
-
+
Critical Thinking Questions
@@ -3172,7 +3172,7 @@ Michael Zarkin, Westminster College
-
+
Suggestions for Further Study
@@ -3454,7 +3454,7 @@ Michael Zarkin, Westminster College
-
+
Chapter 1
@@ -3531,7 +3531,7 @@ Michael Zarkin, Westminster College
OpenStax is part of Rice University, which is a 501(c)(3) nonprofit charitable corporation. As an educational initiative, it's our mission to transform learning so that education works for every student. Through our partnerships with philanthropic foundations and our alliance with other educational resource companies, we're breaking down the most common barriers to learning. Because we believe that everyone should and can have access to knowledge.
@@ -663,9 +663,9 @@ Shobhana Natarajan, Alcon Laboratories, Inc.
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+
Chapter Objectives
-
+
After studying this chapter, you will be able to:
@@ -680,7 +680,7 @@ Shobhana Natarajan, Alcon Laboratories, Inc.
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+
Introduction
Though you may approach a course in anatomy and physiology strictly as a requirement for your field of study, the knowledge you gain in this course will serve you well in many aspects of your life. An understanding of anatomy and physiology is not only fundamental to any career in the health professions, but it can also benefit your own health. Familiarity with the human body can help you make healthful choices and prompt you to take appropriate action when signs of illness arise. Your knowledge in this field will help you understand news about nutrition, medications, medical devices, and procedures and help you understand genetic or infectious diseases. At some point, everyone will have a problem with some aspect of their body and your knowledge can help you to be a better parent, spouse, partner, friend, colleague, or caregiver.
@@ -695,7 +695,7 @@ Shobhana Natarajan, Alcon Laboratories, Inc.
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+
1.1Overview of Anatomy and Physiology
@@ -769,7 +769,7 @@ Shobhana Natarajan, Alcon Laboratories, Inc.
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+
1.2Structural Organization of the Human Body
@@ -846,7 +846,7 @@ Shobhana Natarajan, Alcon Laboratories, Inc.
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+
1.3Functions of Human Life
@@ -938,7 +938,7 @@ Shobhana Natarajan, Alcon Laboratories, Inc.
-
+
1.4Requirements for Human Life
@@ -1043,7 +1043,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
1.5Homeostasis
@@ -1123,7 +1123,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
1.6Anatomical Terminology
@@ -1292,7 +1292,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
1.7Medical Imaging
@@ -1391,7 +1391,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
Key Terms
@@ -1687,7 +1687,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
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+
Chapter Review
@@ -1703,11 +1703,11 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
Human anatomy is the scientific study of the body’s structures. In the past, anatomy has primarily been studied via observing injuries, and later by the dissection of anatomical structures of cadavers, but in the past century,
computer-assisted imaging techniques have allowed clinicians to look inside the living body. Human physiology is the scientific study of the chemistry and physics of the structures of the body. Physiology explains how the structures of the body work
@@ -1775,7 +1775,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
Interactive Link Questions
@@ -1842,7 +1842,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
Review Questions
@@ -2202,7 +2202,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
Critical Thinking Questions
@@ -2394,9 +2394,9 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
Chapter Objectives
-
+
After studying this chapter, you will be able to:
@@ -2412,7 +2412,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
Introduction
The smallest, most fundamental material components of the human body are basic chemical elements. In fact, chemicals called nucleotide bases are the foundation of the genetic code with the instructions on how to build and maintain the human body from conception through old age. There are about three billion of these base pairs in human DNA.
@@ -2428,7 +2428,7 @@ Decompression sickness (DCS) is a condition in which gases dissolved in the bloo
-
+
2.1Elements and Atoms: The Building Blocks of Matter
@@ -2599,7 +2599,7 @@ The controlled use of radioisotopes has advanced medical diagnosis and treatment
-
+
2.2Chemical Bonds
@@ -2721,7 +2721,7 @@ The controlled use of radioisotopes has advanced medical diagnosis and treatment
-
+
2.3Chemical Reactions
@@ -2824,7 +2824,7 @@ The controlled use of radioisotopes has advanced medical diagnosis and treatment
-
+
2.4Inorganic Compounds Essential to Human Functioning
@@ -2987,7 +2987,7 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
-
+
2.5Organic Compounds Essential to Human Functioning
@@ -3517,7 +3517,7 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
-
+
Key Terms
@@ -3805,7 +3805,7 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
-
+
Chapter Review
@@ -3821,11 +3821,11 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
The human body is composed of elements, the most abundant of which are oxygen (O), carbon (C), hydrogen (H) and nitrogen (N). You obtain these elements from the foods you eat and the air you breathe. The smallest unit of an element that retains all of the properties of that element is an atom. But, atoms themselves contain many subatomic particles, the three most important of which are protons, neutrons, and electrons. These particles do not vary in quality from one element to another; rather, what gives an element its distinctive identification is the quantity of its protons, called its atomic number. Protons and neutrons contribute nearly all of an atom’s mass; the number of protons and neutrons is an element’s mass number. Heavier and lighter versions of the same element can occur in nature because these versions have different numbers of neutrons. Different versions of an element are called isotopes.
The tendency of an atom to be stable or to react readily with other atoms is largely due to the behavior of the electrons within the atom’s outermost electron shell, called its valence shell. Helium, as well as larger atoms with eight electrons in their valence shell, is unlikely to participate in chemical reactions because they are stable. All other atoms tend to accept, donate, or share electrons in a process that brings the electrons in their valence shell to eight (or in the case of hydrogen, to two).
@@ -3880,7 +3880,7 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
-
+
Interactive Link Questions
@@ -3929,7 +3929,7 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
-
+
Review Questions
@@ -4390,7 +4390,7 @@ Excessive acidity of the blood and other body fluids is known as acidosis. Commo
-
+
Critical Thinking Questions
@@ -4560,9 +4560,9 @@ Is this a legitimate example of an exchange reaction? Why or why not?
-
+
Chapter Objectives
-
+
After studying this chapter, you will be able to:
@@ -4578,7 +4578,7 @@ Is this a legitimate example of an exchange reaction? Why or why not?
-
+
Introduction
You developed from a single fertilized egg cell into the complex organism containing trillions of cells that you see when you look in a mirror. During this developmental process, early, undifferentiated cells differentiate and become specialized in their structure and function. These different cell types form specialized tissues that work in concert to perform all of the functions necessary for the living organism. Cellular and developmental biologists study how the continued division of a single cell leads to such complexity and differentiation.
@@ -4595,7 +4595,7 @@ Is this a legitimate example of an exchange reaction? Why or why not?
-
+
3.1The Cell Membrane
@@ -4857,7 +4857,7 @@ Is this a legitimate example of an exchange reaction? Why or why not?
-
+
3.2The Cytoplasm and Cellular Organelles
@@ -5035,7 +5035,7 @@ The free radical theory on aging was originally proposed in the 1950s, and still
-
+
3.3The Nucleus and DNA Replication
@@ -5190,7 +5190,7 @@ The free radical theory on aging was originally proposed in the 1950s, and still
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+
3.4Protein Synthesis
@@ -5316,7 +5316,7 @@ The free radical theory on aging was originally proposed in the 1950s, and still
-
+
3.5Cell Growth and Division
@@ -5462,7 +5462,7 @@ Cancer is an extremely complex condition, capable of arising from a wide variety
-
+
3.6Cellular Differentiation
@@ -5552,7 +5552,7 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
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+
Key Terms
@@ -6032,7 +6032,7 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
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+
Chapter Review
@@ -6048,11 +6048,11 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
The cell membrane provides a barrier around the cell, separating its internal components from the extracellular environment. It is composed of a phospholipid bilayer, with hydrophobic internal lipid “tails” and hydrophilic external phosphate “heads.” Various membrane proteins are scattered throughout the bilayer, both inserted within it and attached to it peripherally. The cell membrane is selectively permeable, allowing only a limited number of materials to diffuse through its lipid bilayer. All materials that cross the membrane do so using passive (non energy-requiring) or active (energy-requiring) transport processes. During passive transport, materials move by simple diffusion or by facilitated diffusion through the membrane, down their concentration gradient. Water passes through the membrane in a diffusion process called osmosis. During active transport, energy is expended to assist material movement across the membrane in a direction against their concentration gradient. Active transport may take place with the help of protein pumps or through the use of vesicles.
@@ -6111,7 +6111,7 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
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+
Interactive Link Questions
@@ -6182,7 +6182,7 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
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+
Review Questions
@@ -6570,7 +6570,7 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
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+
Critical Thinking Questions
@@ -6732,7 +6732,7 @@ Stem cell research aims to find ways to use stem cells to regenerate and repair
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+
3.2The Cytoplasm and Cellular Organelles
diff --git a/spec/recipes_spec/books/anthropology/expected_output.xhtml b/spec/recipes_spec/books/anthropology/expected_output.xhtml
index 3b3ac6ddc..241b7f2b8 100644
--- a/spec/recipes_spec/books/anthropology/expected_output.xhtml
+++ b/spec/recipes_spec/books/anthropology/expected_output.xhtml
@@ -151,7 +151,7 @@
Welcome to Principles of Economics 2e (2nd Edition), an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Who do you consider part of your family? How many mothers do you have? Could you or would you marry your cousin? Each of these questions asks us to consider how our society structures kinship. Through the study of kinship within our own and other societies, we better understand such things as the connections that individuals have across generations; how a cultural group manages procreation and childcare; the ways that material assets, power, and influence are inherited; and the choices an individual has for marriage.
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1.1What Is Kinship?
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1.2Defining Family and Household
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1.3Reckoning Kinship across Cultures
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1.4Cross-Cultural Marriage and Family
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Key Terms
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Summary
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Critical Thinking Questions
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Welcome to Biology for AP® Courses, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Viewed from space, Earth offers no clues about the diversity of life it harbors. The first forms of life on Earth are thought be microorganisms that existed for billions of years in the ocean before plants and animals appeared. The mammals, birds, and flowers that we see in modern times are mostly “recent” species, originating 130 to 200 million years ago. In fact, only in the last 300,000 years have humans started looking like we do today.
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1.1The Science of Biology
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1.2Themes and Concepts of Biology
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Biology is the science that studies living organisms and their interactions with one another and their environments. Science attempts to describe and understand the nature of the universe in whole or in part by rational means. Science has many fields; those fields related to the physical world and its phenomena are considered natural sciences.
Science can be basic or applied. The main goal of basic science is to expand knowledge without any expectation of short-term practical application of that knowledge. The primary goal of applied research, however, is to solve practical problems.
Welcome to Life, Liberty, and the Pursuit of Happiness, a resource from the Bill of Rights Institute in partnership with OpenStax. This resource was written to increase student access to high-quality learning materials, which maintains the highest standards of academic rigor at no cost.
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About the Bill of Rights Institute (BRI)
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About the Bill of Rights Institute (BRI)
Established in 1999, the Bill of Rights Institute is a nonprofit entity that supports secondary school teachers of American history, civics, and social studies. By providing free digital resources to educators and students, and professional development programs for instructors, BRI is committed to “educating for self-governance.” In doing so, BRI inspires the rising generation to champion the ideals expressed in our nation’s founding documents and to strive for their full realization.
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Social Sciences
Social Sciences
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1.1📎 Inquiry Organizer
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1.2📖 Chapter 1 Introductory Essay: 1491–1607
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1.3🔎 Native People
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1.4🔎 First Contacts
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1.5🔎 Columbian Exchange
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1.6🔎 Hernando de Soto
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1.7🔎 Life in the Spanish Colonies
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1.8🔎 Origins of the Slave Trade
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1.9🔎 Henry Hudson and Exploration
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1.10📍 Montezuma and Cortés
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Social Sciences
Social Sciences
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1.11💬 Should We Remember Christopher Columbus as a Conqueror or Explorer?
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Social Sciences
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1.12✒️ Columbus’s Letter to Ferdinand and Isabella of Spain, 1494
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Social Sciences
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1.13✒️ Cortés’s Account of Tenochtitlan, 1522
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Social Sciences
Social Sciences
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1.14✒️ Las Casas on the Destruction of the Indies, 1552
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1.15✒️ <i>The Florentine Codex</i>, c. 1585
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Social Sciences
Social Sciences
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1.16✒️ The Oral Tradition of the Foundation of the Iroquois Confederacy
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1.17✒️ Watercolors of Algonquian Peoples in North Carolina, 1585
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Social Sciences
Social Sciences
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1.18📝 Question Formulation Technique (QFT): Map of 1491 vs. 1754
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1.19📝 Ship Technology
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1.20📝 Richard Hakluyt and the Case for Undertaking Sea Voyages
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1.21📝 Paideia Seminar: Christopher Columbus
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Social Sciences
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1.22📝 Writing Practice: Building Thesis Statements
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1.23✏️ Unit 1 Essay Activity
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2.1📎 Inquiry Organizer
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2.2📖 Chapter 2 Introductory Essay: 1607–1763
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2.3🔎 The English Come to America
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2.4🔎 The Anglo-Powhatan War of 1622
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2.5🔎 The Founding of Maryland
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2.6🔎 Anne Hutchinson and Religious Dissent
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2.7🔎 William Penn and the Founding of Pennsylvania
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2.8🔎 The Fur Trade
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2.9🔎 Bacon’s Rebellion
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2.10🔎 The Salem Witch Trials
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2.11🔎 The Stono Rebellion
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2.12🔎 The Great Awakening
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2.13🔎 Benjamin Franklin and the American Enlightenment
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2.14🔎 Albany Plan of Union
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2.15🔎 A Clash of Empires: The French and Indian War
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2.16🔎 Wolfe at Quebec and the Peace of 1763
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2.17📍 Pilgrims to the New World
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2.18📍 King Philip’s War
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2.19💬 Colonial Identity: English or American?
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2.20💬 What Was the Great Awakening?
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2.21✒️ A City Upon a Hill: Winthrop’s “Modell of Christian Charity,” 1630
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2.22✒️ Bacon vs. Berkeley on Bacon’s Rebellion, 1676
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2.23✒️ Penn’s Letter Recruiting Colonists, 1683
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2.25✒️ Washington's Journal: Expeditions to Disputed Ohio Territory, 1753–1754
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2.26✒️ Maps Showing the Evolution of Settlement, 1624–1755
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2.27📝 Colonial Comparison: The Rights of Englishmen
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2.28📝 Benjamin Franklin Mini DBQ
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2.29📝 Mercantilism
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2.30📝 Civics Connection: The Colonial Origins of American Republicanism
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OpenStax is part of Rice University, which is a 501(c)(3) nonprofit charitable corporation. As an educational initiative, it’s our mission to transform learning so that education works for every student. Through our partnerships with philanthropic foundations and our alliance with other educational resource companies, we’re breaking down the most common barriers to learning. Because we believe that everyone should and can have access to knowledge.
Most instances of motion in everyday life involve changes in displacement and velocity that occur in more than one direction. For example, when you take a long road trip, you drive on different roads in different directions for different amounts of time at different speeds. How can these motions all be combined to determine information about the trip such as the total displacement and average velocity? If you kick a ball from ground level at some angle above the horizontal, how can you describe its motion? To what maximum height does the object rise above the ground? How long is the object in the air? How much horizontal distance is covered before the ball lands? To answer questions such as these, we need to describe motion in two dimensions.
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1.1Kinematics in Two Dimensions: An Introduction
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1.2Vector Addition and Subtraction: Graphical Methods
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The shortest path between any two points is a straight line. In two dimensions, this path can be represented by a vector with horizontal and vertical components.
Use graphical methods to solve these problems. You may assume data taken from graphs is accurate to three digits.
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Welcome to College Physics for AP® Courses, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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What is your first reaction when you hear the word “physics”? Did you imagine working through difficult equations or memorizing formulas that seem to have no real use in life outside the physics classroom? Many people come to the subject of physics with a bit of fear. But as you begin your exploration of this broad-ranging subject, you may soon come to realize that physics plays a much larger role in your life than you first thought, no matter your life goals or career choice.
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1.1Physics: An Introduction
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1.2Physical Quantities and Units
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1.3Accuracy, Precision, and Significant Figures
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1.4Approximation
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Glossary
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Section Summary
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Welcome to Astronomy, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012 and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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We invite you to come along on a series of voyages to explore the universe as astronomers understand it today. Beyond Earth are vast and magnificent realms full of objects that have no counterpart on our home planet. Nevertheless, we hope to show you that the evolution of the universe has been directly responsible for your presence on Earth today.
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Astronomy
Social Sciences
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1.1The Nature of Astronomy
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Scientific method
Social Sciences
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1.2The Nature of Science
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Scientific laws
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1.3The Laws of Nature
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1.4Numbers in Astronomy
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1.5Consequences of Light Travel Time
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1.6A Tour of the Universe
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1.7The Universe on the Large Scale
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1.8The Universe of the Very Small
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1.9A Conclusion and a Beginning
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Certainly our attempts to understand the universe are not complete. As new technologies and new ideas allow us to gather more and better data about the cosmos, our present picture of astronomy will very likely undergo many changes. Still, as you read our current progress report on the exploration of the universe, take a few minutes every once in a while just to savor how much you have already learned.
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For Further Exploration
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Books
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Books
Miller, Ron, and William Hartmann. The Grand Tour: A Traveler’s Guide to the Solar System. 3rd ed. Workman, 2005. This volume for beginners is a colorfully illustrated voyage among the planets.
Sagan, Carl. Cosmos. Ballantine, 2013 [1980]. This tome presents a classic overview of astronomy by an astronomer who had a true gift for explaining things clearly. (You can also check out Sagan’s television series Cosmos: A Personal Voyage and Neil DeGrasse Tyson’s current series Cosmos: A Spacetime Odyssey.)
Tyson, Neil DeGrasse, and Don Goldsmith. Origins: Fourteen Billion Years of Cosmic Evolution. Norton, 2004. This book provides a guided tour through the beginnings of the universe, galaxies, stars, planets, and life.
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Websites
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Websites
If you enjoyed the beautiful images in this chapter (and there are many more fabulous photos to come in other chapters), you may want to know where you can obtain and download such pictures for your own enjoyment. (Many astronomy images are from government-supported instruments or projects, paid for by tax dollars, and therefore are free of copyright laws.) Here are three resources we especially like:
Astronomy Picture of the Day: apod.nasa.gov/apod/astropix.html. Two space scientists scour the Internet and select one beautiful astronomy image to feature each day. Their archives range widely, from images of planets and nebulae to rockets and space instruments; they also have many photos of the night sky. The search function (see the menu on the bottom of the page) works quite well for finding something specific among the many years’ worth of daily images.
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Much to your surprise, a member of the Flat Earth Society moves in next door. He believes that Earth is flat and all the NASA images of a spherical Earth are either faked or simply show the round (but flat) disk of Earth from above. How could you prove to your new neighbor that Earth really is a sphere? (When you’ve thought about this on your own, you can check later in the chapter for some suggested answers.)
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2.1The Sky Above
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2.2Ancient Astronomy
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2.3Astrology and Astronomy
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2.4The Birth of Modern Astronomy
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Key Terms
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Summary
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The direct evidence of our senses supports a geocentric perspective, with the celestial sphere pivoting on the celestial poles and rotating about a stationary Earth. We see only half of this sphere at one time, limited by the horizon; the point directly overhead is our zenith. The Sun’s annual path on the celestial sphere is the ecliptic—a line that runs through the center of the zodiac, which is the 18-degree-wide strip of the sky within which we always find the Moon and planets. The celestial sphere is organized into 88 constellations, or sectors.
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For Further Exploration
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Articles
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Articles
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Ancient Astronomy
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Gingerich, O. “From Aristarchus to Copernicus.” Sky & Telescope (November 1983): 410.
Gingerich, O. “Islamic Astronomy.” Scientific American (April 1986): 74.
Welcome to Business Computer Applications, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Suppose that you have been assigned the task of organizing an event welcoming the staff of WorldCorp’s recently acquired airline to the WorldCorp family. You are asked to write a speech and create a PowerPoint presentation, which celebrates the joining of the airline crew with WorldCorp employees, and helps to orientate the new employees to their new home. The presentation should highlight some of WorldCorp’s accomplishments, including an emphasis on WorldCorp’s ethical standards.
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1.1Computing: From Inception to Today (The Quick Brown Fox Jumped Over the Lazy Dog)
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1.2Digital Devices and Multimedia
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1.3The Internet
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Chapter Review
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Key Terms
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Key Terms
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Summary
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Summary
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In this section we looked at the importance of the entrepreneurial mindset. This way of thinking can energize and motivate the entrepreneur to take their business to the next level.
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Conceptual Questions
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Conceptual Questions
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Now You Try It
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Now You Try It
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Practice Exercises
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Practice Exercises
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Written Questions
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Written Questions
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Case Exercises
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Case Exercises
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Extension Exercises
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Extension Exercises
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Martin Shkreli, an aspiring pharmaceutical entrepreneur and former hedge fund manager, made headlines in 2015 when he capitalized on a profitable and controversial business opportunity. As the founder and CEO of Turing Pharmaceuticals, Shkreli obtained the expired patent for a lifesaving drug used to combat HIV. He raised the U.S. market price overnight from $13.50 to $750.00 per pill—a 5000% increase. When criticism by the medical community, the public, and 2016 presidential candidates led to demands for a return to the original pricing, Shkreli defended his decision as a smart business practice that contributed to his firm’s bottom line. Eventually, he agreed to reverse the price but later reneged on his promise, offering instead to provide discounts to hospitals. Infectious disease specialists and patient advocates rejected Shkreli’s argument that his “price adjustment strategy” was helpful for patients because those being treated would need the drug long after being released from the hospital. Although the pricing strategy was not illegal, Shkreli was investigated and found guilty of securities fraud that involved falsely raising money from hedge-fund investors and stealing money from his drug company to repay investors. WW-test notes that opener is 194 words.
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2.1Understanding Data, Data Validation, and Data Tables
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Categorical Data
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Categorical Data
In our earlier example, the cost of the thousands of tubes of toothpaste is the Cost of Goods Sold. The difference between what the retailer paid the wholesaler for the toothpaste and revenue generated by selling the toothpaste to consumers is their Gross Profit. However, to generate sale revenue, merchandising firms incur expenses related to the process of selling the merchandise; hence, the deduction of Selling & Administrative expenses from their Gross Profit. Selling & Administrative Expenses are those expenses incurred by a merchandising firm that are not directly tied to the manufacturing costs of the product and include such expenses as insurance, marketing, administrative salaries and rent. Although this is a simplified Income Statement, it gives you an idea of how merchandising firms begin to account for their basic revenue and costs.
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2.2What-If Analysis
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Chapter Review
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Key Terms
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Key Terms
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Summary
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Summary
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In this section we have discussed the importance of having an entrepreneurial vision. Without it, you cannot expect to know where you want to take your business. Having entrepreneurial goals will give you clear milestones to work for in order to make your business successful. Achieving balance in your personal and professional life is key. Specific, Measurable, Achievable, Results-based and Timely (S.M.A.R.T.) goals will keep your business moving forward.
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In this section we have discussed the importance of having an entrepreneurial vision. Without it, you cannot expect to know where you want to take your business. Having entrepreneurial goals will give you clear milestones to work for in order to make your business successful. Achieving balance in your personal and professional life is key. Specific, Measurable, Achievable, Results-based and Timely (S.M.A.R.T.) goals will keep your business moving forward.
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Conceptual Questions
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Conceptual Questions
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Now You Try It
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Now You Try It
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Practice Exercises
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Practice Exercises
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Written Questions
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Written Questions
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Case Exercises
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Case Exercises
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Welcome to Biology 2e (2nd edition), an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Viewed from space, Earth offers no clues about the diversity of life forms that reside there. Scientists believe that the first forms of life on Earth were microorganisms that existed for billions of years in the ocean before plants and animals appeared. The mammals, birds, and flowers so familiar to us are all relatively recent, originating 130 to 250 million years ago. The earliest representatives of the genus Homo, to which we belong, have inhabited this planet for only the last 2.5 million years, and only in the last 300,000 years have humans started looking like we do today.
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1.1The Science of Biology
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1.2Themes and Concepts of Biology
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Biology is the science that studies living organisms and their interactions with one another and their environments. Science attempts to describe and understand the nature of the universe in whole or in part by rational means. Science has many fields. Those fields related to the physical world and its phenomena are natural sciences.
Science can be basic or applied. The main goal of basic science is to expand knowledge without any expectation of short-term practical application of that knowledge. The primary goal of applied research, however, is to solve practical problems.
Elements in various combinations comprise all matter, including living things. Some of the most abundant elements in living organisms include carbon, hydrogen, nitrogen, oxygen, sulfur, and phosphorus. These form the nucleic acids, proteins, carbohydrates, and lipids that are the fundamental components of living matter. Biologists must understand these important building blocks and the unique structures of the atoms that comprise molecules, allowing for cells, tissues, organ systems, and entire organisms to form.
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2.1Atoms, Isotopes, Ions, and Molecules: The Building Blocks
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2.2Water
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2.3Carbon
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Key Terms
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Chapter Summary
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Matter is anything that occupies space and has mass. It is comprised of elements. All of the 98 elements that occur naturally have unique qualities that allow them to combine in various ways to create molecules, which in turn combine to form cells, tissues, organ systems, and organisms. Atoms, which consist of protons, neutrons, and electrons, are the smallest units of an element that retain all of the properties of that element. Electrons can transfer, share, or cause charge disparities between atoms to create bonds, including ionic, covalent, and hydrogen bonds, as well as van der Waals interactions.
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Visual Connection Questions
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Review Questions
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Critical Thinking Questions
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Food provides the body with the nutrients it needs to survive. Many of these critical nutrients are biological macromolecules, or large molecules, necessary for life. Different smaller organic molecule (monomer) combinations build these macromolecules (polymers). What specific biological macromolecules do living things require? How do these molecules form? What functions do they serve? We explore these questions in this chapter.
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3.1Synthesis of Biological Macromolecules
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3.2Carbohydrates
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3.3Lipids
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Proteins, carbohydrates, nucleic acids, and lipids are the four major classes of biological macromolecules—large molecules necessary for life that are built from smaller organic molecules. Macromolecules are comprised of single units scientists call monomers that are joined by covalent bonds to form larger polymers. The polymer is more than the sum of its parts: it acquires new characteristics, and leads to an osmotic pressure that is much lower than that formed by its ingredients. This is an important advantage in maintaining cellular osmotic conditions. A monomer joins with another monomer with water molecule release, leading to a covalent bond forming. Scientists call these dehydration or condensation reactions. When polymers break down into smaller units (monomers), they use a water molecule for each bond broken by these reactions. Such reactions are hydrolysis reactions. Dehydration and hydrolysis reactions are similar for all macromolecules, but each monomer and polymer reaction is specific to its class. Dehydration reactions typically require an investment of energy for new bond formation, while hydrolysis reactions typically release energy by breaking bonds.
Welcome to Business Ethics, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
Ethics consists of the standards of behavior to which we hold ourselves in our personal and professional lives. It establishes the levels of honesty, empathy, and trustworthiness and other virtues by which we hope to identify our personal behavior and our public reputation. In our personal lives, our ethics sets norms for the ways in which we interact with family and friends. In our professional lives, ethics guides our interactions with customers, clients, colleagues, employees, and shareholders affected by our business practices (Figure 1.1).
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1.1Being a Professional of Integrity
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1.2Ethics and Profitability
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ethical relativism
Business
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1.3Multiple versus Single Ethical Standards
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Ethics sets the standards that govern our personal and professional behavior. To conduct business ethically, we must choose to be a professional of integrity. The first steps are to ask ourselves how we define success and to understand that integrity calls on us to act in a way that is consistent with our words. There is a distinct difference between legal compliance and ethical responsibility, and the law does not fully address all ethical dilemmas that businesses face. Sound ethical practice meets the company’s culture, mission, or policies above and beyond legal responsibilities. The three normative theories of ethical behavior allow us to apply reason to business decisions as we examine the result (utilitarianism), the means of achieving it (deontology), and whether our choice will help us develop a virtuous character (virtue ethics).
From the time of barter to the age of bitcoin, most people engaged in business transactions have sought trust. Without trust, which is a fundamental outcome of ethical behavior, not just business relationships but all relationships would collapse. To develop insight into our own concepts of ethics, this chapter looks at how ethical systems have developed over time, beginning with the distinction between ethics and the law.
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2.1The Concept of Ethical Business in Ancient Athens
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2.2Ethical Advice for Nobles and Civil Servants in Ancient China
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2.3Comparing the Virtue Ethics of East and West
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2.4Utilitarianism: The Greatest Good for the Greatest Number
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2.5Deontology: Ethics as Duty
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The role of ethics in Athens during Greece’s Golden Age (fifth century BCE) was substantial. Aristotle focused on the role of virtue in developing individual character and social stability. He believed a person’s actions determined whether he or she was virtuous, and the point of the virtuous life was happiness, or eudaimonia.
Aristotle identified two types of virtues: intellectual and moral. Intellectual virtues were acquired through learning and served as guides to behavior by helping the individual discover truth. Moral virtues were acquired through habit and built character by helping someone pursue what is beneficial and avoid what is harmful in daily life. Aristotle considered phrónēsis, or prudence, the most important virtue, because of its practical application.
Even though they are business decisions, the choices we make at work can be personal in that they begin with our use of conscience. Just as the human body requires nourishment and care, so the conscience needs attention. Developmental psychologists have long understood that the formation of conscience, and the emergence of an individual in whom being and doing are comfortably aligned, take place over time. There are no shortcuts. Imperfection, self-doubt, and mistakes are part of the process. But what counts in life—including our choice of profession as well as the way we live our personal lives—is the manner in which we apply wisdom, education, and experience in forming the decisions we make and in becoming the person we wish to be.
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3.1Business Ethics in an Evolving Environment
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3.2Committing to an Ethical View
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3.3Becoming an Ethical Professional
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3.4Making a Difference in the Business World
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Welcome to Business Law I Essentials, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining the highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Welcome to Calculus Volume 1, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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In the past few years, major earthquakes have occurred in several countries around the world. In January 2010, an earthquake of magnitude 7.3 hit Haiti. A magnitude 9 earthquake shook northeastern Japan in March 2011. In April 2014, an 8.2-magnitude earthquake struck off the coast of northern Chile. What do these numbers mean? In particular, how does a magnitude 9 earthquake compare with an earthquake of magnitude 8.2? Or 7.3? Later in this chapter, we show how logarithmic functions are used to compare the relative intensity of two earthquakes based on the magnitude of each earthquake (see Example 1.39).
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1.1Review of Functions
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1.2Basic Classes of Functions
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1.3Trigonometric Functions
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1.4Inverse Functions
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1.5Exponential and Logarithmic Functions
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Chapter Review
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Key Terms
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Key Terms
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Key Equations
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Key Equations
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Key Concepts
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Key Concepts
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Science fiction writers often imagine spaceships that can travel to far-off planets in distant galaxies. However, back in 1905, Albert Einstein showed that a limit exists to how fast any object can travel. The problem is that the faster an object moves, the more mass it attains (in the form of energy), according to the equation
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2.1A Preview of Calculus
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2.2The Limit of a Function
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2.3The Limit Laws
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2.4Continuity
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2.5The Precise Definition of a Limit
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Differential calculus arose from trying to solve the problem of determining the slope of a line tangent to a curve at a point. The slope of the tangent line indicates the rate of change of the function, also called the derivative. Calculating a derivative requires finding a limit.
Welcome to Chemistry 2e, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Your alarm goes off and, after hitting “snooze” once or twice, you pry yourself out of bed. You make a cup of coffee to help you get going, and then you shower, get dressed, eat breakfast, and check your phone for messages. On your way to school, you stop to fill your car’s gas tank, almost making you late for the first day of chemistry class. As you find a seat in the classroom, you read the question projected on the screen: “Welcome to class! Why should we study chemistry?”
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1.1Chemistry in Context
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1.2Phases and Classification of Matter
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1.3Physical and Chemical Properties
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1.4Measurements
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1.5Measurement Uncertainty, Accuracy, and Precision
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1.6Mathematical Treatment of Measurement Results
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Key Terms
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Key Equations
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Summary
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Chemistry deals with the composition, structure, and properties of matter, and the ways by which various forms of matter may be interconverted. Thus, it occupies a central place in the study and practice of science and technology. Chemists use the scientific method to perform experiments, pose hypotheses, and formulate laws and develop theories, so that they can better understand the behavior of the natural world. To do so, they operate in the macroscopic, microscopic, and symbolic domains. Chemists measure, analyze, purify, and synthesize a wide variety of substances that are important to our lives.
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Exercises
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In 1054, Chinese astronomers recorded the appearance of a “guest star” in the sky, visible even during the day, which then disappeared slowly over the next two years. The sudden appearance was due to a supernova explosion, which was much brighter than the original star. Even though this supernova was observed almost a millennium ago, the remaining Crab Nebula (Figure 2.1) continues to release energy today. It emits not only visible light but also infrared light, X-rays, and other forms of electromagnetic radiation. The nebula emits both continuous spectra (the blue-white glow) and atomic emission spectra (the colored filaments). In this chapter, we will discuss light and other forms of electromagnetic radiation and how they are related to the electronic structure of atoms. We will also see how this radiation can be used to identify elements, even from thousands of light years away.
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2.1Electromagnetic Energy
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2.2The Bohr Model
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2.3Development of Quantum Theory
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2.4Electronic Structure of Atoms (Electron Configurations)
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2.5Periodic Variations in Element Properties
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Key Terms
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Key Equations
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Summary
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Light and other forms of electromagnetic radiation move through a vacuum with a constant speed, c, of 2.998 ×× 108 m s−1. This radiation shows wavelike behavior, which can be characterized by a frequency, ν, and a wavelength, λ, such that c = λν. Light is an example of a travelling wave. Other important wave phenomena include standing waves, periodic oscillations, and vibrations. Standing waves exhibit quantization, since their wavelengths are limited to discrete integer multiples of some characteristic lengths. Electromagnetic radiation that passes through two closely spaced narrow slits having dimensions roughly similar to the wavelength will show an interference pattern that is a result of constructive and destructive interference of the waves. Electromagnetic radiation also demonstrates properties of particles called photons. The energy of a photon is related to the frequency (or alternatively, the wavelength) of the radiation as E = hν (or E=hcλE=hcλ), where h is Planck's constant. That light demonstrates both wavelike and particle-like behavior is known as wave-particle duality. All forms of electromagnetic radiation share these properties, although various forms including X-rays, visible light, microwaves, and radio waves interact differently with matter and have very different practical applications. Electromagnetic radiation can be generated by exciting matter to higher energies, such as by heating it. The emitted light can be either continuous (incandescent sources like the sun) or discrete (from specific types of excited atoms). Continuous spectra often have distributions that can be approximated as blackbody radiation at some appropriate temperature. The line spectrum of hydrogen can be obtained by passing the light from an electrified tube of hydrogen gas through a prism. This line spectrum was simple enough that an empirical formula called the Rydberg formula could be derived from the spectrum. Three historically important paradoxes from the late 19th and early 20th centuries that could not be explained within the existing framework of classical mechanics and classical electromagnetism were the blackbody problem, the photoelectric effect, and the discrete spectra of atoms. The resolution of these paradoxes ultimately led to quantum theories that superseded the classical theories.
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Exercises
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Welcome to College Algebra with Corequisite Support, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 40 books for college, AP, and high school courses used by millions of students. Rover by OpenStax and OpenStax Tutor, our low-cost learning tools, are being used in courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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It’s a cold day in Antarctica. In fact, it’s always a cold day in Antarctica. Earth’s southernmost continent, Antarctica experiences the coldest, driest, and windiest conditions known. The coldest temperature ever recorded, over one hundred degrees below zero on the Celsius scale, was recorded by remote satellite. It is no surprise then, that no native human population can survive the harsh conditions. Only explorers and scientists brave the environment for any length of time.
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1.1Real Numbers: Algebra Essentials
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For some activities we perform, the order of certain operations does not matter, but the order of other operations does. For example, it does not make a difference if we put on the right shoe before the left or vice-versa. However, it does matter whether we put on shoes or socks first. The same thing is true for operations in mathematics.
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Commutative Properties
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Commutative Properties
The commutative property of addition states that numbers may be added in any order without affecting the sum.
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1.2Exponents and Scientific Notation
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1.3Radicals and Rational Exponents
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1.4Polynomials
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1.5Factoring Polynomials
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1.6Rational Expressions
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Chapter Review
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Mathematics and Statistics
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Key Terms
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Key Terms
@@ -69597,9 +69597,9 @@ In the table below list 5 challenges you have had in past math courses when taki
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Key Equations
-
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Key Equations
@@ -70481,9 +70481,9 @@ In the table below list 5 challenges you have had in past math courses when taki
-
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Key Concepts
-
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Key Concepts
@@ -70519,11 +70519,11 @@ In the table below list 5 challenges you have had in past math courses when taki
Welcome to College Algebra with Corequisite Support, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 40 books for college, AP, and high school courses used by millions of students. Rover by OpenStax and OpenStax Tutor, our low-cost learning tools, are being used in courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -751,7 +751,7 @@ Diane Valade, Piedmont Virginia Community College
It’s a cold day in Antarctica. In fact, it’s always a cold day in Antarctica. Earth’s southernmost continent, Antarctica experiences the coldest, driest, and windiest conditions known. The coldest temperature ever recorded, over one hundred degrees below zero on the Celsius scale, was recorded by remote satellite. It is no surprise then, that no native human population can survive the harsh conditions. Only explorers and scientists brave the environment for any length of time.
@@ -878,7 +878,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
1.1Real Numbers: Algebra Essentials
@@ -5140,7 +5140,7 @@ Diane Valade, Piedmont Virginia Community College
For some activities we perform, the order of certain operations does not matter, but the order of other operations does. For example, it does not make a difference if we put on the right shoe before the left or vice-versa. However, it does matter whether we put on shoes or socks first. The same thing is true for operations in mathematics.
-
Commutative Properties
+
Commutative Properties
The commutative property of addition states that numbers may be added in any order without affecting the sum.
@@ -13897,7 +13897,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
1.2Exponents and Scientific Notation
@@ -37561,7 +37561,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
1.3Radicals and Rational Exponents
@@ -46341,7 +46341,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
1.4Polynomials
@@ -54056,7 +54056,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
1.5Factoring Polynomials
@@ -59542,7 +59542,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
1.6Rational Expressions
@@ -68131,7 +68131,7 @@ Diane Valade, Piedmont Virginia Community College
-
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Chapter Review
@@ -68166,9 +68166,9 @@ Diane Valade, Piedmont Virginia Community College
Mathematics and Statistics
-
+
Key Terms
-
+
Key Terms
@@ -68406,9 +68406,9 @@ Diane Valade, Piedmont Virginia Community College
-
+
Key Equations
-
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Key Equations
@@ -69290,9 +69290,9 @@ Diane Valade, Piedmont Virginia Community College
-
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Key Concepts
-
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Key Concepts
@@ -69328,11 +69328,11 @@ Diane Valade, Piedmont Virginia Community College
For most people, the term territorial possession indicates restrictions, usually dealing with trespassing or rite of passage and takes place in some foreign location. What most Americans do not realize is that from September through December, territorial possession dominates our lifestyles while watching the NFL. In this area, territorial possession is governed by the referees who make their decisions based on what the chains reveal. If the ball is at point A(x1,y1),(x1,y1), then it is up to the quarterback to decide which route to point B(x2,y2),(x2,y2), the end zone, is most feasible.
@@ -75462,7 +75462,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
2.1The Rectangular Coordinate Systems and Graphs
@@ -81143,7 +81143,7 @@ Diane Valade, Piedmont Virginia Community College
-
+
2.2Linear Equations in One Variable
@@ -91017,7 +91017,7 @@ Write all the final equations using the slope-intercept form.
-
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2.3Models and Applications
@@ -95028,7 +95028,7 @@ Write all the final equations using the slope-intercept form.
-
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2.4Complex Numbers
@@ -102123,7 +102123,7 @@ Write all the final equations using the slope-intercept form.
-
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2.5Quadratic Equations
@@ -110755,7 +110755,7 @@ Write all the final equations using the slope-intercept form.
-
+
2.6Other Types of Equations
@@ -121168,7 +121168,7 @@ using the difference of squares formula.
-
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2.7Linear Inequalities and Absolute Value Inequalities
@@ -128634,7 +128634,7 @@ using the difference of squares formula.
-
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Chapter Review
@@ -128669,9 +128669,9 @@ using the difference of squares formula.
Mathematics and Statistics
-
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Key Terms
-
+
Key Terms
@@ -128885,9 +128885,9 @@ using the difference of squares formula.
-
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Key Equations
-
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Key Equations
@@ -128996,9 +128996,9 @@ using the difference of squares formula.
-
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Key Concepts
-
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Key Concepts
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We can locate, or plot, points in the Cartesian coordinate system using ordered pairs, which are defined as displacement from the x-axis and displacement from the y-axis. See Example 1.
@@ -129173,7 +129173,7 @@ using the difference of squares formula.
-
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Exercises
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Mathematics and Statistics
-
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Review Exercises
-
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Review Exercises
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Toward the end of the twentieth century, the values of stocks of Internet and technology companies rose dramatically. As a result, the Standard and Poor’s stock market average rose as well. The graph above tracks the value of that initial investment of just under $100 over the 40 years. It shows that an investment that was worth less than $500 until about 1995 skyrocketed up to about $1100 by the beginning of 2000. That five-year period became known as the “dot-com bubble” because so many Internet startups were formed. As bubbles tend to do, though, the dot-com bubble eventually burst. Many companies grew too fast and then suddenly went out of business. The result caused the sharp decline represented on the graph beginning at the end of 2000.
@@ -133161,7 +133161,7 @@ using the difference of squares formula.
-
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3.1Functions and Function Notation
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-
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3.2Domain and Range
@@ -147149,7 +147149,7 @@ What is the domain of the function? What does the domain mean in the context of
-
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3.3Rates of Change and Behavior of Graphs
@@ -151005,7 +151005,7 @@ and
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3.4Composition of Functions
@@ -160241,7 +160241,7 @@ to evaluate or find the composite function as indicated.
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3.5Transformation of Functions
@@ -168751,7 +168751,7 @@ is shifted down 3 units and to the right 1 unit.
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3.6Absolute Value Functions
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3.7Inverse Functions
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-
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Chapter Review
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Mathematics and Statistics
-
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Key Terms
-
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Key Terms
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-
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Key Equations
-
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Key Equations
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-
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Key Concepts
-
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Key Concepts
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A relation is a set of ordered pairs. A function is a specific type of relation in which each domain value, or input, leads to exactly one range value, or output. See Example 1 and Example 2.
@@ -178203,7 +178203,7 @@ is shifted down 3 units and to the right 1 unit.
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Exercises
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Mathematics and Statistics
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Review Exercises
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Review Exercises
@@ -178274,9 +178274,9 @@ is shifted down 3 units and to the right 1 unit.
Welcome to College Physics, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 20 books for college and AP courses used by hundreds of thousands of students. Our adaptive learning technology, designed to improve learning outcomes through personalized educational paths, is being piloted in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -455,7 +455,7 @@ Ulrich Zurcher, Cleveland State University
Introduction to Science and the Realm of Physics, Physical Quantities, and Units
What is your first reaction when you hear the word “physics”? Did you imagine working through difficult equations or memorizing formulas that seem to have no real use in life outside the physics classroom? Many people come to the subject of physics with a bit of fear. But as you begin your exploration of this broad-ranging subject, you may soon come to realize that physics plays a much larger role in your life than you first thought, no matter your life goals or career choice.
@@ -503,7 +503,7 @@ Ulrich Zurcher, Cleveland State University
-
+
1.1Physics: An Introduction
@@ -804,7 +804,7 @@ Learn about graphing polynomials. The shape of the curve changes as the constant
-
+
1.2Physical Quantities and Units
@@ -4519,7 +4519,7 @@ Learn about graphing polynomials. The shape of the curve changes as the constant
-
+
1.3Accuracy, Precision, and Significant Figures
@@ -5360,7 +5360,7 @@ We can conclude that the weight of the apple bag is
-
+
1.4Approximation
@@ -6346,7 +6346,7 @@ We can conclude that the weight of the apple bag is
-
+
Glossary
@@ -6474,7 +6474,7 @@ We can conclude that the weight of the apple bag is
-
+
Section Summary
@@ -6490,11 +6490,11 @@ We can conclude that the weight of the apple bag is
-
Kinematics is the study of motion without considering its causes. In this chapter, it is limited to motion along a straight line, called one-dimensional motion.
Welcome to College Physics, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 20 books for college and AP courses used by hundreds of thousands of students. Our adaptive learning technology, designed to improve learning outcomes through personalized educational paths, is being piloted in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -454,7 +454,7 @@ Ulrich Zurcher, Cleveland State University
Introduction to Science and the Realm of Physics, Physical Quantities, and Units
What is your first reaction when you hear the word “physics”? Did you imagine working through difficult equations or memorizing formulas that seem to have no real use in life outside the physics classroom? Many people come to the subject of physics with a bit of fear. But as you begin your exploration of this broad-ranging subject, you may soon come to realize that physics plays a much larger role in your life than you first thought, no matter your life goals or career choice.
@@ -661,7 +661,7 @@ Ulrich Zurcher, Cleveland State University
-
+
1.1Physics: An Introduction
@@ -1010,7 +1010,7 @@ Learn about graphing polynomials. The shape of the curve changes as the constant
-
+
1.2Physical Quantities and Units
@@ -5116,7 +5116,7 @@ Learn about graphing polynomials. The shape of the curve changes as the constant
-
+
1.3Accuracy, Precision, and Significant Figures
@@ -6016,7 +6016,7 @@ We can conclude that the weight of the apple bag is
+
1.4Approximation
@@ -7031,7 +7031,7 @@ We can conclude that the weight of the apple bag is
-
+
Glossary
@@ -7179,7 +7179,7 @@ We can conclude that the weight of the apple bag is
-
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Section Summary
@@ -7215,11 +7215,11 @@ We can conclude that the weight of the apple bag is
-
diff --git a/spec/recipes_spec/books/college-success/expected_output.xhtml b/spec/recipes_spec/books/college-success/expected_output.xhtml
index c37e898fd..3b99e11ae 100644
--- a/spec/recipes_spec/books/college-success/expected_output.xhtml
+++ b/spec/recipes_spec/books/college-success/expected_output.xhtml
@@ -158,7 +158,7 @@
Welcome to College Success, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 35 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being piloted in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -379,7 +379,7 @@ Ann Wolf, New Mexico Highlands University
When giving an oral presentation, you should pay special attention to voice, body, and attitude. If you take the following tips into consideration, you should do a fine job of conveying your ideas to an audience.
-
Voice
+
Voice
Voice is more than the sum of the noises you make as you speak. Pay attention to inflection, which is the change in pitch or loudness of your voice. You can deliberately use inflection to make a point, to get people’s attention, or to make it very obvious that what you are saying right now is important. You can also change the volume of your voice. Speak too softly, and people will think you are shy or unwilling to share your ideas; speak too loudly, and people will think you are shouting at them. Control your volume to fit the audience.
Some people have a tendency to rush through their presentations. This means they speed up their speech, and the audience has a difficult time following along. Take care to control the speed at which you give a presentation so that everyone can listen comfortably. Also, to add to the comfort of the listeners, it is always nice to use a conversational tone in a presentation.
You might also think about using technology to make your presentation. Perhaps you will do a slide presentation in addition to orally communicating your ideas to your class or another group. Keep in mind that the best presentations are those with minimal words or pictures on the screen, just enough to illustrate the information conveyed in your oral presentation. Do a search on lecture slides or presentation slides to find myriad suggestions on how to create them effectively. You may also create videos to communicate what you found in your research. Today, there are many different ways to take the information you found and create something memorable with which to share your knowledge.
When you are making a presentation that includes a visual component, pay attention to three elements: design, method, and function.
-
Design
+
Design
The design includes such elements as size, shape, color, scale, and contrast. You have a vast array of options for designing a background or structuring the visual part of your presentation, whether online or offline.
Welcome to Introduction to Computer Science, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -542,7 +542,7 @@ Dr. Jean-Claude Franchitti is a Clinical Associate Professor of Computer Science
In 2015, Doug Monahan, CEO and Founder of iBackPack of Texas, Inc. introduced a revolutionary new technology all encased in a typical backpack. The iBackPack boasted capabilities to incorporate WiFi/MiFi, a 20,000 main battery system, smart power transfer cables, and a car-charging system in addition to the ability to carry four notebook computers and the related accessories. Monahan promised it would deliver a “communication hub and corresponding electrical powerhouse for students and business professionals alike.”
@@ -617,7 +617,7 @@ Dr. Jean-Claude Franchitti is a Clinical Associate Professor of Computer Science
-
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1.1Machine-Level Information Representation
@@ -1136,7 +1136,7 @@ Selling and administrative (S&A) costs are the category of expenses that are
-
+
1.2Processor Architecture
@@ -1602,7 +1602,7 @@ What does it take to manufacture the sign outside the stadium? It starts with th
-
Let’s Make Some Lists
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Let’s Make Some Lists
Here is a bulleted list:
@@ -2023,7 +2023,7 @@ Let us look at one more example. This time it will be the broader topic of Colon
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+
1.3Network Edge and Core
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Chapter Review
@@ -2363,9 +2363,9 @@ The amounts in raw material, work in process, and finished goods inventory maint
Science and Technology
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Key Terms
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Key Terms
@@ -2477,9 +2477,9 @@ The amounts in raw material, work in process, and finished goods inventory maint
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Summary
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Summary
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For this chapter, the scenario should illustrate how computer systems and their ability to perform high performance computing (HPC) and high throughput computing (HTC) enables the creation of next generation super society intelligent autonomous solutions (e.g., advanced robotics, autonomous cars and drones or other autonomous systems).
@@ -2678,9 +2678,9 @@ The amounts in raw material, work in process, and finished goods inventory maint
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Conceptual Questions
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Conceptual Questions
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Practice Exercises
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Practice Exercises
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Problem Set A
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Problem Set A
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Problem Set B
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Problem Set B
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Thought Provokers
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Thought Provokers
@@ -3064,9 +3064,9 @@ The amounts in raw material, work in process, and finished goods inventory maint
Think of a drawer in your kitchen used to store flatware. This drawer likely holds forks, spoons, and knives, and possibly other items such as a meat thermometer and a can opener. The drawer in this case represents a tool used to group a collection of objects. The members of the group are the individual items in the drawer, such as a fork or a spoon.
Identify a set as being a well-defined collection of objects and differentiate between collections that are not well-defined and collections that are sets.
@@ -6380,11 +6380,11 @@ Find the set consisting of elements in:
The number of subsets of a finite set AA is equal to 2 raised to the power of n(A)n(A), where n(A)n(A) is the number of elements in set AA: Number of Subsets of Set A=2n(A)A=2n(A).
@@ -6452,7 +6452,7 @@ Find the set consisting of elements in:
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Cardinality of Infinite Sets
+
Cardinality of Infinite Sets
In set theory, it has been shown that the set of irrational numbers has a cardinality greater than the set of natural numbers. That is, the set of irrational numbers is so large that it is uncountably infinite.
Perform a search with the phrase, “Who first proved that the real numbers are uncountable?”
@@ -6464,7 +6464,7 @@ Find the set consisting of elements in:
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Set Notation
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Set Notation
In arithmetic, the operation of addition is represented by the plus sign, +, but multiplication is represented in multiple ways, including ⋅,×,∗,⋅,×,∗, and parentheses, such as 5(3). Several set operations also are written in different forms based on the preferences of the mathematician and often their publisher.
Search for “Set Complement” on the internet and list at least three ways to represent the complement of a set.
@@ -6502,9 +6502,9 @@ Find the set consisting of elements in:
Statistical analysis is the science of collecting, organizing, and interpreting data to make decisions. Statistical analysis lies at the core of data science, with applications ranging from consumer analysis (e.g., credit scores, retirement planning, and insurance) to government and business concerns (e.g., predicting inflation rates) to medical and engineering analysis.
@@ -926,7 +926,7 @@
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3.1Measures of Center
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-
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3.2Measures of Variation
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3.3Measures of Position
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3.4Probability Theory
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3.5Discrete and Continuous Probability Distributions
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-
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Key Terms
@@ -7706,7 +7706,7 @@
-
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Group Project
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-
Analysis of Salary Data by Gender
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Analysis of Salary Data by Gender
There are many sources of salary data where median salaries for a certain year are published by gender. One source for this type of data is the Bureau of Labor Statistics.
As a group:
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Quantitative Problems
@@ -8049,7 +8049,7 @@ Fell back to HTML parsing for the following content
Welcome to Principles of Economics 2e (2nd Edition), an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -556,9 +556,9 @@ Mark Witte, Northwestern University
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Chapter Objectives
-
+
In this chapter, you will learn about:
@@ -570,7 +570,7 @@ Mark Witte, Northwestern University
-
+
Introduction
@@ -649,7 +649,7 @@ Mark Witte, Northwestern University
-
+
1.1What Is Economics, and Why Is It Important?
@@ -806,7 +806,7 @@ Mark Witte, Northwestern University
monetary policy
Science and Technology
-
+
1.2Microeconomics and Macroeconomics
@@ -888,7 +888,7 @@ Mark Witte, Northwestern University
-
+
1.3How Economists Use Theories and Models to Understand Economic Issues
@@ -1007,7 +1007,7 @@ Mark Witte, Northwestern University
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1.4How To Organize Economies: An Overview of Economic Systems
@@ -1322,7 +1322,7 @@ Mark Witte, Northwestern University
-
+
Key Terms
@@ -1454,7 +1454,7 @@ Mark Witte, Northwestern University
-
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Key Concepts and Summary
@@ -1490,11 +1490,11 @@ Mark Witte, Northwestern University
Economics seeks to solve the problem of scarcity, which is when human wants for goods and services exceed the available supply. A modern economy displays a division of labor, in which people earn income by specializing in what they produce and then use that income to purchase the products they need or want. The division of labor allows individuals and firms to specialize and to produce more for several reasons: a) It allows the agents to focus on areas of advantage due to natural factors and skill levels; b) It encourages the agents to learn and invent; c) It allows agents to take advantage of economies of scale. Division and specialization of labor only work when individuals can purchase what they do not produce in markets. Learning about economics helps you understand the major problems facing the world today, prepares you to be a good citizen, and helps you become a well-rounded thinker.
@@ -1530,7 +1530,7 @@ Mark Witte, Northwestern University
-
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Self-Check Questions
@@ -1655,7 +1655,7 @@ Mark Witte, Northwestern University
-
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Review Questions
@@ -1789,7 +1789,7 @@ Mark Witte, Northwestern University
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Critical Thinking Questions
@@ -3429,7 +3429,7 @@ Mark Witte, Northwestern University
Welcome to Elementary Algebra 2e, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
-
About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 35 books for college and AP courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being piloted in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -506,7 +506,7 @@ John Zarske, Santa Ana College
Just like a building needs a firm foundation to support it, your study of algebra needs to have a firm foundation. To ensure this, we begin this book with a review of arithmetic operations with whole numbers, integers, fractions, and decimals, so that you have a solid base that will support your study of algebra.
@@ -756,7 +756,7 @@ John Zarske, Santa Ana College
-
+
1.1Introduction to Whole Numbers
@@ -3361,7 +3361,7 @@ The number is 9,246,073,189.
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1.2Use the Language of Algebra
@@ -11706,7 +11706,7 @@ the ratio of a
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1.3Add and Subtract Integers
@@ -21258,7 +21258,7 @@ the ratio of a
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1.4Multiply and Divide Integers
@@ -27520,7 +27520,7 @@ the difference of a
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1.5Visualize Fractions
@@ -34773,7 +34773,7 @@ If needed, factor the numerator and denominator into prime numbers first.
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1.6Add and Subtract Fractions
@@ -43550,7 +43550,7 @@ To add or subtract fractions, an LCD is needed.
-
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1.7Decimals
@@ -50130,7 +50130,7 @@ To add or subtract fractions, an LCD is needed.
-
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1.8The Real Numbers
@@ -57419,7 +57419,7 @@ To add or subtract fractions, an LCD is needed.
-
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1.9Properties of Real Numbers
@@ -67547,7 +67547,7 @@ To add or subtract fractions, an LCD is needed.
-
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1.10Systems of Measurement
@@ -71767,7 +71767,7 @@ To add or subtract fractions, an LCD is needed.
-
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Chapter Review
@@ -71802,9 +71802,9 @@ To add or subtract fractions, an LCD is needed.
Mathematics and Statistics
-
+
Key Terms
-
+
Key Terms
@@ -72018,9 +72018,9 @@ To add or subtract fractions, an LCD is needed.
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Key Concepts
-
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Key Concepts
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OpenStax is part of Rice University, which is a 501(c)(3) nonprofit charitable corporation. As an educational initiative, it’s our mission to transform learning so that education works for every student. Through our partnerships with philanthropic foundations and our alliance with other educational resource companies, we’re breaking down the most common barriers to learning. Because we believe that everyone should and can have access to knowledge.
Your past experiences with computers, cell phones, and other electronic devices represent your conscious choice to connect with a global community. For example, you may post on social media sites where you receive instant feedback from around the world in the form of reposts or likes. Through these interactions, you are empowered to influence people more than at any other point in history. In fact, you may be on the road to becoming the next big social media influencer—a person with established credentials in a certain field with access to a large audience and who, because of popularity, can influence others’ actions. With applications that instantly translate into many languages, even language has become less of a barrier to your potential audience and thus to your potential influence. However, even though the world may be more connected now than ever before and communication may be faster, easier, more powerful, and more widely accessible, the basics of communication have not changed.
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1.1"Reading" to Understand and Respond
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1.2Trailblazer
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1.3Glance at Critical Response: Rhetoric and Critical Thinking
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1.4Annotated Student Sample: Social Media Post and Responses on Voter Suppression
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1.5Writing Process: Thinking Critically About a “Text”
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1.6Evaluation: Intention vs. Execution
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1.7Spotlight on … Academia
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1.8Portfolio: Tracing Writing Development
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Phil Libin, cofounder and former CEO of Evernote, once said there are “lots of bad reasons to start a company. But there’s only one good, legitimate reason . . . it’s to change the world.”1 Evernote is an example of an entrepreneurial startup. Its goal is to make our lives more organized and increase our personal memory abilities by storing necessary and desired information on the Evernote app. Evernote is designed to capture information through note taking (including pictures, web pages, drawings, and even audio), track and organize this material, and then save and archive the information. Evernote Corporation describes itself as “not only an organization, rather it is a family of professionals who are creative, innovative and experienced in their respective fields.”2
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1.1Entrepreneurship Today
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1.2Entrepreneurial Vision and Goals
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An entrepreneur is someone who takes on an entrepreneurial venture to create something new that solves a problem; small business ownership and franchising are also entrepreneurial options. The venture could be for profit or not for profit, depending on the problem it intends to solve. Entrepreneurs can remain in a full-time job while pursuing their ideas on the side, in order to mitigate risk. On the opposite end of the spectrum, entrepreneurs can take on lifestyle ventures and become serial entrepreneurs. There are many factors driving the growth of entrepreneurship, including employment instability, motivation to create something new, financial factors and free time associated with retirement, and the greater acceptance of entrepreneurship as a career choice. The cultures of nations around the world affect the ability for entrepreneurs to start a venture, making the United States a leader in entrepreneurial innovation. Entrepreneurs often find inspiration in social, environmental, and economic issues.
OpenStax is part of Rice University, which is a 501(c)(3) nonprofit charitable corporation. As an educational initiative, it’s our mission to transform learning so that education works for every student. Through our partnerships with philanthropic foundations and our alliance with other educational resource companies, we’re breaking down the most common barriers to learning. Because we believe that everyone should and can have access to knowledge.
Finance is essential to the management of a business or organization. Without good financial protocol, safeguards, and tools, running a successful business is more difficult. In 1978, Bacon Signs was a family-owned, regional Midwestern sign company engaged in the manufacture, sale, installation, and maintenance of commercial signage. The company was about to transition from the second to third generation of family ownership. Bacon Signs, established in 1901, had weathered the Great Depression, World War II, the Vietnam War, and the oil embargo and was working its way through historically high rates of inflation and interest rates. The family business had successfully struggled through the ebb and flow of the regional and national economy by providing quality products and service to its regional clients.
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1.1What Is Finance?
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1.2The Role of Finance in an Organization
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1.3Importance of Data and Technology
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1.4Careers in Finance
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1.5Markets and Participants
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1.6Microeconomic and Macroeconomic Matters
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1.7Financial Instruments
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1.8Concepts of Time and Value
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Finance is the study of the trade-off between risk and expected return. There are three broad areas of finance: business finance, investments, and financial markets and institutions.
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Key Terms
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Multiple Choice
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Review Questions
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Video Activity
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Why Climate Change Means New Risk for US Financial Markets
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Why Climate Change Means New Risk for US Financial Markets
When someone opens a business, it is because they want to fulfill important personal financial goals. In publicly traded companies, managers and employees work on behalf of the shareholders, who own the business through their ownership of company stock. These managers and employees have an ongoing obligation to pursue projects, policies, and corporate investments that will increase or promote stockholder value over the long term. Although many companies focus on financially related goals, such as growth, earnings per share, and market share, the main financial goal is to create value for investors.
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2.1Business Structures
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2.2Relationship between Shareholders and Company Management
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2.3Role of the Board of Directors
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2.4Agency Issues: Shareholders and Corporate Boards
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2.5Interacting with Investors, Intermediaries, and Other Market Participants
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2.6Companies in Domestic and Global Markets
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The most common forms of business organizations are sole proprietorships, partnerships, corporations, and hybrids. There are advantages and disadvantages to each type of organization involving ease of formation, tax requirements, and personal liabilities. The most common type of organization for larger businesses is the corporation, the establishment of which involves filing articles of incorporation.
Welcome to U.S. History, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Globalization, the ever-increasing interconnectedness of the world, is not a new phenomenon, but it accelerated when western Europeans discovered the riches of the East. During the Crusades (1095–1291), Europeans developed an appetite for spices, silk, porcelain, sugar, and other luxury items from the East, for which they traded fur, timber, and Slavic people they captured and sold (hence the word slave). But when the Silk Road, the long overland trading route from China to the Mediterranean, became costlier and more dangerous to travel, Europeans searched for a more efficient and inexpensive trade route over water, initiating the development of what we now call the Atlantic World.
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1.1The Americas
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1.2Europe on the Brink of Change
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1.3West Africa and the Role of Slavery
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Key Terms
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Summary
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Great civilizations had risen and fallen in the Americas before the arrival of the Europeans. In North America, the complex Pueblo societies including the Mogollon, Hohokam, and Anasazi as well as the city at Cahokia had peaked and were largely memories. The Eastern Woodland peoples were thriving, but they were soon overwhelmed as the number of English, French, and Dutch settlers increased.
Mesoamerica and South America had also witnessed the rise and fall of cultures. The once-mighty Mayan population centers were largely empty. In 1492, however, the Aztecs in Mexico City were at their peak. Subjugating surrounding tribes and requiring tribute of both humans for sacrifice and goods for consumption, the island city of Tenochtitlán was the hub of an ever-widening commercial center and the equal of any large European city until Cortés destroyed it. Further south in Peru, the Inca linked one of the largest empires in history through the use of roads and disciplined armies. Without the use of the wheel, they cut and fashioned stone to build Machu Picchu high in the Andes before abandoning the city for unknown reasons. Thus, depending on what part of the New World they explored, the Europeans encountered peoples that diverged widely in their cultures, traditions, and numbers.
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Review Questions
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Critical Thinking Questions
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Chapter 1
diff --git a/spec/recipes_spec/books/hs-college-success/expected_output.xhtml b/spec/recipes_spec/books/hs-college-success/expected_output.xhtml
index 90304a6e8..02f1bd3cf 100644
--- a/spec/recipes_spec/books/hs-college-success/expected_output.xhtml
+++ b/spec/recipes_spec/books/hs-college-success/expected_output.xhtml
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an OpenStax resource. This textbook was written to increase student access to high-quality
learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is part of Rice University, which is a 501(c)(3)
nonprofit charitable corporation. As an educational initiative, it's our mission to
transform learning so that education works for every student. Through our partnerships with
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1.1What Are the Benefits of College?
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1.2Your Academic Journey and Personal Story
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1.3Finding the Right "Fit"
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1.4Applying for College and Making Your Decision
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Family & Friends Matter
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His family and friends, however, are having a hard time understanding why he wants to go to college. They all live in a small community and help each other out when needed. They don’t see why JT wants to go to college even if it means he could get a job that he really enjoys and makes him money. They are afraid he will change, maybe even not want to maintain a relationship with them, and they have been very vocal about their lack of support.
When JT makes the decision to apply and asks a close friend for help with the application, his friend tells him that he is not going to help him because he doesn’t support his decision; his friend is concerned they won’t have time to hang out like they do now. He then asks his family if he could move in with them while he goes to college so he can save some of the money he earns to pay for his expenses. They, too, refuse to help him because they think he would be burdening them.
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Let’s Think About It
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Let’s Think About It
JT has several options. Think through the consequences of each one, and choose the best option or create your own option.
JT tells his family and family that he needs to make this decision for himself and doesn’t appreciate their negative feedback.
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Let’s Talk About It
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Let’s Talk About It
JT’s dilemma regarding whether or not to apply to college may be something you are considering as well. You may be thinking, ”Is it better to work now and attend later or not attend at all?” Here are some strategies for communicating what you need to make the best choice.
JT could have shared the following with his family and friends:
Welcome to Physics, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012 and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
1.1Physics: Definitions and Applications
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1.2The Scientific Methods
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1.3The Language of Physics: Physical Quantities and Units
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Key Terms
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Section Summary
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diff --git a/spec/recipes_spec/books/information-systems/expected_output.xhtml b/spec/recipes_spec/books/information-systems/expected_output.xhtml
index ec766a4ed..a14b968bd 100644
--- a/spec/recipes_spec/books/information-systems/expected_output.xhtml
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Welcome to Foundations of Information Systems, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
@@ -461,7 +461,7 @@ Virginia Tompkins, The Ohio State University
“This king is the greatest of the Muslim kings of the Sudan.”1 As computer systems became more complex, formal project management practices emerged, such as a technique called The Critical Path Method (CPM) and the Program Evaluation and Review Technique or PERT. (PMI, 2023)
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1.1Concepts, Skills, Tools, and Techniques in IS Project Management (The Quick Brown Fox Jumped Over the Lazy Dog)
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1.2Initiating, Planning, Executing, Monitoring and Controlling, and Closing
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1.3Project Integration, Scope, Time, Cost, Quality, Human Resources, Communications, Risk, and Procurement Management
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Key Terms
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Summary
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In January 2020, Microsoft acknowledged that a customer support database containing anonymized user analytics had been accidentally exposed online1. The data breach exposed email addresses, IP addresses, and other details stored in the support case analytics database. The exposed database contained over 250 million Microsoft customer records spanning 14 years, without any password protection. Microsoft attributed the server exposure to misconfigured Azure security rules implemented on December 5, 2019. Upon discovering the issue, Microsoft quickly addressed the configuration problem to prevent unauthorized access. A data breach occurred in India where a government server was compromised, resulting in the leakage of personal information such as names, phone numbers, addresses, and COVID-19 test results of thousands of individuals2. The stolen data was then put up for sale on the Raid Forums website. A cybercriminal on the website asserted that they possess personal data belonging to 20,000 people. This personally identifiable information (PII) was made available to the public through a content delivery network (CDN), and even a large number of these public and private documents owned by the government were indexed by Google. People do not have to make choice between health and privacy. Do you agree with this statement? Why or why not?
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2.1Analytical, Behavioral, and Technological Perspectives on Emerging IS and IT
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2.2“Artificial” Intelligence, Robotics, and Machine Learning: Opportunities, Challenges, and Risks (WW-test Quotation Marks in Module Title)
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Key Terms
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Summary
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Welcome to Introduction to Intellectual Property, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining the highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is an educational technology initiative based at Rice University, and it’s our mission to improve learning so that education works for every student. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 40 books for college and high school courses used by millions of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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2.1The Right to Enforce Patents
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2.2Deciding Whether and How to Enforce a Patent
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2.3Patent Litigation
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2.4Getting Started
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2.5Pretrial Procedures
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2.6Trial
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2.7Post-Trial Procedures
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2.8Appeals
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2.9Litigation Alternatives
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2.10Patent Trolls and Efforts to Thwart Them
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publication of this chapter. The status quo does not last long in our field.
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Assessment Questions
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Business
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Chapter 1
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Welcome to Elementary Algebra 2e, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 35 books for college and AP courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being piloted in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Just like a building needs a firm foundation to support it, your study of algebra needs to have a firm foundation. To ensure this, we begin this book with a review of arithmetic operations with whole numbers, integers, fractions, and decimals, so that you have a solid base that will support your study of algebra.
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1.1Introduction to Whole Numbers
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1.2Use the Language of Algebra
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1.3Add and Subtract Integers
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1.4Multiply and Divide Integers
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1.5Visualize Fractions
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1.6Add and Subtract Fractions
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1.7Decimals
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1.8The Real Numbers
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1.9Properties of Real Numbers
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1.10Systems of Measurement
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Chapter Review
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Mathematics and Statistics
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Key Terms
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Key Terms
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Key Concepts
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Key Concepts
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Welcome to Introduction to Business, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Introduction
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1.1The Nature of Business
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1.2Understanding the Business Environment
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1.3How Business and Economics Work
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1.4Macroeconomics: The Big Picture
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1.5Achieving Macroeconomic Goals
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1.6Microeconomics: Zeroing in on Businesses and Consumers
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pure monopoly
Business
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1.7Competing in a Free Market
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strategic alliance
Business
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1.8Trends in the Business Environment and Competition
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Key Terms
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Summary of Learning Outcomes
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How do businesses and not-for-profit organizations help create our standard of living?
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Preparing for Tomorrow's Workplace Skills
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Ethics Activity
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Working the Net
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Critical Thinking Case
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Walmart Gets Serious about E-Commerce
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Walmart Gets Serious about E-Commerce
As the world’s largest retailer, Walmart has built thousands of brick-and-mortar stores in the United States, Mexico, and elsewhere. Although a success story when it comes to traditional retail locations, Walmart has struggled with its e-commerce efforts, with recent online sales accounting for about 3 percent of the company’s $300 billion in annual sales. The company has tried several different e-commerce strategies in the past, but none of them was an overwhelming success. Some company insiders objected to the pricing strategy used for online purchases; they were fearful that Walmart’s lower prices online would take customers (and sales) away from the retail locations.
Doug McMillon, Walmart’s CEO since 2014, believed a significant change was needed in the company’s e-commerce business, and he recently made changes in a big way. Over the past two years, Walmart spent billions to acquire several online companies to expand its e-commerce business in an effort to take a small bite out of retail giant Amazon’s success. In 2016, Walmart purchased Jet.com, an e-commerce site that sells a little bit of everything (books, clothing, electronics, etc.) at discount prices. Once the $3 billion acquisition was completed, Jet’s cofounder and CEO, Marc Lore, who now runs Walmart’s e-commerce platform, worked with McMillon to identify other established online companies to add to their e-commerce portfolio, and add they did.
First Walmart purchased footwear e-tailer ShoeBuy for $70 million in January 2017. The following month, Walmart bought outdoor specialty retailer Moosejaw for $51 million. Then in March, Walmart paid $75 million for ModCloth, an eclectic shopping site for women’s fashions. Walmart is also said to be in negotiations to buy Bonobos, a hip fashion retailer geared to millennial males.
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Hot Links Address Book
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Introduction
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utilitarianism
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2.1Understanding Business Ethics
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2.2How Organizations Influence Ethical Conduct
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2.3Managing a Socially Responsible Business
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2.4Responsibilities to Stakeholders
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2.5Trends in Ethics and Corporate Social Responsibility
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Key Terms
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Summary of Learning Outcomes
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What philosophies and concepts shape personal ethical standards?
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Preparing for Tomorrow's Workplace Skills
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Ethics Activity
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Let’s Be Honest
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Let’s Be Honest
The Honest Company is a consumer-goods business that sells nontoxic, eco-friendly items for baby and personal care, household cleaning, and a healthy lifestyle. Cofounded by actress Jessica Alba a little more than six years ago, Honest Co. is built on the promise of “telling all and doing our best to live up to your expectations.”
Over the years the company has received high praise and media buzz about its ethical approach to making products that are not only good for people but good for the environment. On its website, Honest Co. goes to great lengths to share with consumers its guiding principles that products are made without harming people or the planet.
A little over two years ago, however, the company experienced some bad press when The Wall Street Journal reported that two independent lab tests found samples of Honest laundry detergent contained a cleaning agent on the list of chemicals the company pledged to avoid. At first, pushback from company officials was loud and clear: they denied their products were anything but eco-friendly and safe for consumers and went as far as calling the report “false” and “junk science.”
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Working the Net
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Critical Thinking Case
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Uber Hits a Bumpy Road
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Uber Hits a Bumpy Road
Uber Technologies, Inc. is the world’s largest technology start-up, valued at close to $70 billion. But that doesn’t mean it has been smooth sailing for the ride-hailing company since its start in 2009. Despite disrupting and revolutionizing the transportation industry in a short period of time, Uber’s meteoric rise has caused some shortcuts in organizational structure, corporate culture, and effective HR practices that have left the company with self-inflicted wounds that may take a long time to heal.
Uber has experienced several scandals over the past few years, including drivers demanding to be classified as employees (not contractors), a tool called “greyball” that allows data collected from the Uber app to identify and avoid enforcement officers trying to catch Uber drivers in cities where the service was illegal, and recent resignations of top executives, including the company’s president and the heads of product development and engineering. But nothing has been quite as damaging as a recent blog post by a former female employee, which detailed the inappropriate behavior that seemed to be commonplace in Uber’s workplace culture.
The allegations of sexual harassment put forth by former Uber engineer Susan Fowler were explosive. Detailed in a February 2017 blog post, Fowler says she alerted company HR about her manager’s inappropriate behavior, even taking screenshots of his suggestive emails, but Fowler was told her boss would not be fired for sexual harassment because he was a “high performer” for the company. After Fowler’s story went public, the company hired former U.S. attorney Eric Holder to investigate the allegations and other workplace issues. Holder’s recommendations, which the Uber board of directors unanimously approved, include changes to senior leadership, enhanced oversight by the company’s board, changes to the company’s internal financial and audit controls, revisions to the company’s cultural values, mandatory leadership training for senior executives and other managers, improvements to the overall HR function and complaint process, and the establishment of an employee diversity advisory board. In addition, as the result of a separate investigation, Uber fired more than 20 other people because of harassment claims.
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Hot Links Address Book
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Introduction
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trade surplus
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3.1Global Trade in the United States
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3.2Why Nations Trade
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3.3Barriers to Trade
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3.4Fostering Global Trade
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3.5International Economic Communities
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licensing
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3.6Participating in the Global Marketplace
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3.7Threats and Opportunities in the Global Marketplace
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3.8The Impact of Multinational Corporations
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3.9Trends in Global Competition
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Key Terms
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Summary of Learning Outcomes
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Why is global trade important to the United States, and how is it measured?
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Preparing for Tomorrow's Workplace Skills
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Ethics Activity
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Working the Net
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Critical Thinking Case
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We Want Our MTV (International)
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We Want Our MTV (International)
MTV, a division of Viacom International Media Networks and a mainstay of American pop culture, is just as popular in Shanghai as it is in Seattle and Sydney, or in Lagos (Nigeria) as it is in Los Angeles. MTV is a division of Viacom, and their international divisions are called the Viacom International Media Networks. London-based MTV Networks International, the world’s largest global network, has taken its winning formula to 167 foreign markets on six continents, including urban and rural areas. It reaches 4 billion homes in 40 languages through locally programmed and locally operated TV channels and websites. While the United States currently generates about 70 percent of MTV’s profits, 85 percent of the company’s subscriber base lives outside the United States.
The MTV brand has evolved beyond its music television roots into a multimedia lifestyle, entertainment, and culture brand for all ages. In addition to MTV and MTV2, its channel lineup includes Nickelodeon, VH1, Comedy Central, LOGO, TMF (The Music Factory), Game One, and several European music, comedy, and lifestyle channels, as well as Paramount Channel, Spike, and a growing number of flagship local networks such as Channel 5 in the UK, Telefe in Argentina, and COLORS in India. Adding to the complexity is MTV’s multimedia and interactive nature, with gaming, texting, and websites, as well as television. Another challenge is integrating acquisitions of local companies such as South American Telefe, which it purchased in 2016.
The company also has an international insights team that gathers the latest consumer insights from around the world. You can get some insight into this initiative at https://insights.viacom.com. The local perspective is invaluable in helping the network understand its markets, whether in terms of musical tastes or what entertainment children like. For example, Alex Okosi, a Nigerian who went to college in the United States, is chief executive for MTV Base, which launched in sub-Saharan Africa in 2005. Okosi recommended that MTV consider each country as an individual market, rather than blending them all together.
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Welcome to Lifespan Development, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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1.1Physical Growth (The Quick Brown Fox Jumped Over the Lazy Dog)
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1.2Motor Development
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1.3Sensory Development
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Key Terms
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Summary
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There is no denying that COVID-19 affected the entire economy, but fast-food restaurants were particularly hard-hit when indoor dining was restricted. McDonald’s quickly adapted during the pandemic by focusing on what it calls the 3 Ds: digital, delivery, and drive-through.
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3.1Understanding Consumer Markets and Buying Behavior
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3.2Factors That Influence Consumer Buying Behavior
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3.3The Consumer Purchasing Decision Process
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3.4Ethical Issues Related to Consumer Buying Behavior
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Welcome to Microbiology, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 20 books for college and AP® Courses used by hundreds of thousands of students. Our adaptive learning technology, designed to improve learning outcomes through personalized educational paths, is being piloted in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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From boiling thermal hot springs to deep beneath the Antarctic ice, microorganisms can be found almost everywhere on earth in great quantities. Microorganisms (or microbes, as they are also called) are small organisms. Most are so small that they cannot be seen without a microscope.
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1.1What Our Ancestors Knew
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1.2A Systematic Approach
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1.3Types of Microorganisms
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Summary
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Mary is visiting the office of Dr. Alfredo Quinones-Hinojosa, a neuroscientist, physician, and neurosurgeon who is known affectionately by his patients as “Dr. Q”. Unfortunately, it is not a happy visit—Mary has been diagnosed with a glioma, a tumor caused by runaway cell division among the glial cells in her brain. Her first sign that something was wrong was a seizure, an episode of tremoring and muscle rigidity that left Mary exhausted and frightened. Now brain scans have revealed a glioma.
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1.1Neural communication
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1.2Neural circuits
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1.3Principles of bioelectricity
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1.4Mechanisms of neural signaling
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1.5Our deep but still incomplete understanding of neural signaling
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Feyissa AM, Carrano A, Wang X, Allen M, Ertekin-Taner N, Dickson DW, Jentoft ME, Rosenfeld SS, Tatum WO, Ritaccio AL, Guerrero-Cázares H, Quiñones-Hinojosa A (2021) Analysis of intraoperative human brain tissue transcriptome reveals putative risk genes and altered molecular pathways in glioma-related seizures. Epilepsy Res 173:106618 Available at: https://linkinghub.elsevier.com/retrieve/pii/S0920121121000711.
Quiñones-Hinojosa A (2011). Becoming Dr. Q: My Journey from Migrant Farm Worker to Brain Surgeon. University of California Press.
Imagine yourself lying in a field on a warm summer day. With your eyes closed, you can hear the wind moving through the grass, and off to your left, through the branches of an oak tree. In the tree, a Scrub Jay is giving a loud, screeching call, while a Western Meadowlark is singing its long, warbled improvisations. Over to your right, a stream is lazily flowing through the meadow except where it spills around some rocks. At intervals, you hear splashes from the water. Your friend is throwing in rocks. Just as you are starting to doze off, she calls your name, waking you up. You can sense a note of impatience in her voice. Later, in a crowded room, you are straining to listen to an acquaintance tell a rather boring story over the sounds of a dozen other conversations when you hear your friend say your name again, and you turn your head to look at her.
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2.1Acoustic Cues and Signals
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2.2How Does Acoustic Information Enter the Brain?
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2.3How Does the Brain Process Acoustic Information?
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2.4Balance: A Sense of Where You Are
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Imagine that you were on a bus or metro in the busy morning hour. Somebody steps on your toe. It is painful; not only painful (a sensory experience), but makes you upset (an emotional response). However, the person immediately apologizes for his/her accident. Even if you are still in pain, the sincerity of the apology can make your emotion subside. Just a second later, though, the same person steps on your toe again. With the same painful stimulus, your emotion will go through the sky. Why?
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3.1Somatosensory Receptors
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This section summarizes the neural structures in the peripheral sensory system as the starting point to receive, transduce, and propagate various modalities of somatosensory information to the central nervous system. Understanding various types of sensory receptors, their axon types, cell body location, and major neurotransmitters used will provide a solid foundation for understanding at the next level of neural transmission, the central nervous system.
Boyd, I. A. (1980). The isolated mammalian muscle spindle. Trends in Neurosciences, 3(11), 258–265. https://doi.org/10.1016/0166-2236(80)90096-X
Caterina, M. J., Schumacher, M. A., Tominaga, M., Rosen, T. A., Levine, J. D., & Julius, D. (1997). The capsaicin receptor: a heat-activated ion channel in the pain pathway. Nature, 389, 816–824. https://doi.org/10.1038/39807
Creating movements we want to make is a critical part of almost every moment of our lives. At its root, moving how we want is just contraction and relaxation of skeletal muscles. But achieving a smooth, intentional movement requires amazingly coordinated sophistication. Consider for a moment the complexity of a gymnastic flip executed by Ms. Simone Biles (see Figure 4.1).
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4.1The physiological actions implementing movement – Contraction of muscles
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4.2Eliciting contractions from lower levels – Lower motoneurons and reflex arcs
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4.3Our brain gets involved – Responsibilities of upper motor systems
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Effector skeletal muscles move limbs and body parts in desired directions by pulling in a coordinated manner, typically in conjunction with antagonistic partners pulling in opposite directions. To accomplish the pulling, motor neurons synapsing at neuromuscular junctions initiate contractions. Depolarization derived from ACh opening nicotinic ionotropic receptors filters through the muscle fiber from the sarcolemma into the inner core where myofibrils reside, releasing calcium from storage in the sarcoplasmic reticulum. This calcium initiates and maintains a contractile machinery where myosin heads extending from thick filaments pull actin chains inward by forming cross-links and cocking inward, then releasing and re-binding with power strokes until the calcium dissipates. This activity represents a multiple-molecule-coordinated event occurring at different speeds and efficiencies depending on the arrangement of muscle fiber connections to the tendons, and on the efficiency of myosin head cross-bridge cycling. The pulling can either move a limb or slow externally forced movement by eliciting force attempting to counteract loads (e.g., shortening or lengthening contractions). This gets more complex when different antagonist muscles play tug-of-war across joints to produce desired movement speeds, as the same systems are in play. Force increase can be elicited by higher frequency activation of select populations of muscle fibers, or increasingly recruiting larger populations of muscle fibers to pull in synergistic (same) or close to the same directions. Muscles simultaneously pulling in distinct directions tend to produce intermediate movement trajectories between the pull directions. Blood-rich fibers are commonly recruited first. They are more resistant to fatigue. Those utilizing stored glycogen alone for their energy (ATP) source are recruited for final thrusts.
Anders S, Kunz M, Gehl A, Sehner S, Raupach T, Beck-Bornholdt H-P (2011) Estimation of time since death – reconsidering the re-establishment of rigor mortis. International Journal of Legal Medicine 127: 127-130. https://doi.org/10.1007/s00414-011-0632-z
Gordon, T (2020) Peripheral nerve regeneration and muscle reinnervation. International Journal of Molecular Sciences, 21(22), 8852. https://doi.org/10.3390/ijms21228652
Welcome to Pharmacology for Nurses, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 40 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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3.1What Is Cultural and Linguistic Competence?
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3.2Factors Affecting Culturally Competent Care
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3.3Becoming Culturally Competent
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3.4Linguistically Competent Care
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3.5Providing Culturally and Linguistically Competent Care
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Chapter Summary
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Cultural competence is the process of understanding, respecting, and valuing the unique characteristics of individuals and groups. Linguistic competence is the ability to communicate effectively with individuals from different backgrounds. Culturally competent care and the identification of social determinants of health can reduce health care inequities since care is tailored to meet the unique needs of a group or an individual. Cultural competence requires that the nurse be open and non-judgmental, that they understand their own values and beliefs and take responsibility for their perceptions and ideas, and that they practice cultural humility, a process of recognizing, respecting, and valuing cultural differences.
Biases (prejudicial attitudes or preconceptions that influence the way one perceives, interprets, and reacts to the world) and stereotypes (ascribing certain characteristics or behaviors based on an individual’s belonging to a certain group) can negatively impact cultural competence. Othering occurs when a person excludes, marginalizes, or discriminates based on how an individual or group differs from the dominant group. Ethnocentrism, the belief that one’s own culture is superior to others, can also be a barrier to providing culturally competent care. To overcome these barriers, nurses need to engage in self-awareness of their own values and beliefs.
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Key Terms
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Review Questions
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4.1Organs of Digestion
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4.2Assessment of the Organs of Digestion
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4.3The Function of Digestive Organs
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4.4The Nurse’s Role in the Promotion of Gut Health
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Chapter Summary
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Key Terms
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Suggested Reading
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Chapter 1
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Unfolding Case Study
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Chapter 2
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Chapter 3
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Unfolding Case Study
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Chapter 4
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Welcome to the Nursing, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
+
About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012 and our library has since scaled to over 50 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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1.1Foundations for Accurate Health History (The Quick Brown Fox Jumped Over the Lazy Dog)
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1.2Data Collection and Documentation: Really Important
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1.3InformaticsInformatics Italic Module Title with a Greek character µ
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Summary
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In this section we have learned about creative ways to produce an entrepreneurial vision. There are many different methods that can work, and you should choose the one that best suits your situation. If that method is not productive, of course you should try another. Remember, entrepreneurial visions are not made overnight, but with time and effort, you will refine your vision to best match your entrepreneurial goals and objectives. WW-test notes that this section summary includes bold, italic.
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Key Terms
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Assessments
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Review Questions
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Review Questions
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Check Your Understanding Questions
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Check Your Understanding Questions
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Reflection Questions
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Reflection Questions
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Critical-Thinking Questions about Case Studies
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Critical-Thinking Questions about Case Studies
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What Should the Nurse Do?
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What Should the Nurse Do?
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Competency-Based Assessments
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Competency-Based Assessments
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References
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Clinical professions are evidence-based and founded in theory. The professional specialty of psychiatric-mental health (PMH) nursing addresses brain-based behaviors. Therefore, it seeks theoretical foundations in biological and psychosocial theories. Psychiatric-mental health nursing follows established guidelines based upon the client’s state of health. Multiple theories have been developed to account for how the client comes to be in that state. Nurses must understand the different theoretical concepts and interventions to apply in care of the client experiencing mental health alterations. Comprehension of classic and established theories and therapies relevant to psychiatric-mental health nursing provide a foundation for professional nursing practice. Further, this understanding develops the nurse’s ability to plan client care that is person-centered. Nurses also benefit from self-awareness, which can come with understanding the impact of psychosocial factors on health, illness, and recovery.
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2.1Psychoanalytic Theories and Therapies
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2.2Interpersonal Theories and Therapies
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2.3Cognitive Theories and Therapies
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2.4Humanistic Theories and Therapies
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2.5Biological Theories and Therapies
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2.6Developmental Theories and Therapies
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2.7Holistic Health and Interventions
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Summary
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The psychoanalytic theory from Sigmund Freud provides a foundation to understand psychiatric problems. This theory is the basis for the nurse to view the client through the lens of personality development and unconscious influences on behavior, and to incorporate this into the care of the client.
The id, ego, and superego keep the person in balance between satisfying every primal want and bowing to societal pressures. The use of defense mechanisms is necessary for all humans to emotionally adjust to their environment. At the same time, defense mechanisms utilized over the long-term can become patterns of ineffective coping, causing problems with social adjustment and emotional growth.
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Key Terms
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Assessments
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Review Questions
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Review Questions
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Check Your Understanding Questions
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Check Your Understanding Questions
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Reflection Questions
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Reflection Questions
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What Should the Nurse Do?
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What Should the Nurse Do?
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Competency-Based Assessments
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Competency-Based Assessments
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References
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Chapter 1
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Welcome to Organic Chemistry, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 40 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
1.1Atomic Structure: The Nucleus
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1.2Atomic Structure: Orbitals
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1.3Atomic Structure: Electron Configurations
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1.4Development of Chemical Bonding Theory
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1.5Describing Chemical Bonds: Valence Bond Theory
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1.6sp3 Hybrid Orbitals and the Structure of Methane
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1.7sp3 Hybrid Orbitals and the Structure of Ethane
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1.8sp2 Hybrid Orbitals and the Structure of Ethylene
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1.9sp Hybrid Orbitals and the Structure of Acetylene
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1.10Hybridization of Nitrogen, Oxygen, Phosphorus, and Sulfur
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1.11Describing Chemical Bonds: Molecular Orbital Theory
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1.12Drawing Chemical Structures
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Chemistry Matters—Organic Foods: Risk versus Benefit
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Key Terms
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Summary
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Working Problems
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There’s no surer way to learn organic chemistry than by working problems. Although careful reading and rereading of this text are important, reading alone isn’t enough. You must also be able to use the information you’ve read and be able to apply your knowledge in new situations. Working problems gives you practice at doing this.
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Summary of Reactions
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Visualizing Chemistry
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Mechanism Problems
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Energy Diagrams and Reaction Mechanisms
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Additional Problems
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General Problems
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Practice Your Scientific Analysis and Reasoning
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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2.1Polar Covalent Bonds and Electronegativity
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2.2Polar Covalent Bonds and Dipole Moments
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2.3Formal Charges
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2.4Resonance
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2.5Rules for Resonance Forms
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2.6Drawing Resonance Forms
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2.7Acids and Bases: The Brønsted–Lowry Definition
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2.8Acid and Base Strength
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2.9Predicting Acid–Base Reactions from pKa Values
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2.10Organic Acids and Organic Bases
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2.11Acids and Bases: The Lewis Definition
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2.12Noncovalent Interactions between Molecules
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Key Terms
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Summary
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Visualizing Chemistry
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Additional Problems
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Welcome to Organizational Behavior, an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining the highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 30 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Introduction
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1.1The Nature of Work
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1.2The Changing Workplace
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1.3The Nature of Management
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1.4A Model of Organizational Behavior and Management
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Key Terms
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Summary of Learning Outcomes
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What is the meaning of work in a societal context?
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Chapter Review Questions
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Critical Thinking Case
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New Management Challenges for the New Age
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New Management Challenges for the New Age
Today’s news is littered with scandals, new allegations of sexual assault, and tragedy. Since 2017 and the #metoo movement, stemming from the Harvey Weinstein scandal, more and more public figures have been put into the spotlight to defend themselves against allegations from women around the globe.
Not only publicly, but privately in companies around the world, there have been firings and investigations into misconduct from coworkers, managers, and CEOs. It is a relevant topic that is getting long-overdue publicity and encouraging more men and women to come forward to discuss openly rather than hide the events and injustices of the past. Other events showcase the tumultuous and on-edge society we are living in, such as the Charlottesville, VA, attack that left one dead and 19 injured when a person drove a car through a crowd of protestors during a White nationalist gathering.
With unanticipated events on a daily business, it is important for companies to take a stand against racial hatred and harassment of any kind, and to have firm policies when such events occur. Take Netflix, for example, who in July 2018 fired their chief communications officer for saying the “N-word” in full form. This event occurred during an internal meeting in which the speaker was not directing the slur at anyone specific, but claimed it was being made as an emphatic point about offensive words in comedy programming. The “Netflix way,” the culture that is built around radical candor and transparency, was put to the test during this occurrence.
For most college students, an Introduction to Philosophy course is their first encounter with the study of philosophy. Unlike most of your other courses, philosophy is not something usually covered in high school. Yet you are probably familiar with the term philosophy and may have some preconceived notion about what philosophy is and what philosophers do. Perhaps you have stayed up late at night talking with friends or family about topics like free will or the existence of God. Maybe you have a friend who always talks about big ideas or asks tough questions that sound like riddles. Perhaps you think of them as “philosophical”; you might be right.
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1.1What Is Philosophy?
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1.2How Do Philosophers Arrive at Truth?
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1.3Socrates as a Paradigmatic Historical Philosopher
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1.4An Overview of Contemporary Philosophy
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Philosophy is an activity in which philosophers attempt to gain the broadest and most integrated conception of the world as it is. The origins of philosophy are ancient, and the earliest philosophers were called sages—wise men and women who sought to answer psychological and moral questions as well as questions about how the natural world worked. Wilfrid Sellars, a highly influential 20th-century philosopher, is known for his concise and telling explanation of what philosophers do, which is to figure out how everything—in the broadest sense—“hangs together.”
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Key Terms
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References
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Zhang, Fenzhi. 2015. Xi Jinping: How to Read Confucius and Other Chinese Classical Thinkers. Beijing: CN Times Books.
Podręcznik „Marketing – podstawy” powstał po to, by bezpłatnie udostępnić studentom materiały dydaktyczne spełniające najwyższe standardy akademickie. Jest adaptacją podręcznika „Principles of Marketing” stworzonego przez OpenStax, fundację non-profit działającą przy Rice University w Stanach Zjednoczonych. Został wydany w 2024 roku przez OpenStax Polska, fundację non-profit z siedzibą w Warszawie.
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O OpenStax Poland
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O OpenStax Poland
Wierzymy, że przyszłość edukacji to swobodny i wygodny dostęp do najlepszych treści, równy dla wszystkich. Fundacja OpenStax Poland wspólnie z fundacją OpenStax realizują tę misję, tworząc wysokiej jakości podręczniki i udostępniając je studentom i wykładowcom na otwartej licencji Creative Commons. W ramach projektu opublikowano w języku polskim trzytomowy podręcznik „Fizyka dla szkół wyższych” (2018), jednotomową „Psychologię” (2020), oraz dwa jednotomowe podręczniki do ekonomii: „Mikroekonomię – podstawy” (2022), „Makroekonomię – podstawy” (2023).
Czy polska firma może skutecznie konkurować z globalnymi koncernami? Spójrzmy na OSHEE, rodzimego producenta napojów i suplementów diety.1 Nazwa OSHEE pochodzi od angielskich określeń opportunities, sport, health, energy, emotions (pol. szanse, sport, zdrowie, energia, emocje) i wskazuje na wartości, które niesie ze sobą marka, począwszy od otwierających się szans, poprzez aktywność fizyczną, zdrowy styl życia, dostarczanie energii, aż po bogactwo emocji. Firma produkuje napoje izotoniczne, energetyczne, witaminowe, kawowe, napoje o niskiej zawartości kalorii, batony musli, batony proteinowe, shoty witaminowe i cukierki witaminowe, dopasowane do potrzeb aktywnych konsumentów. Od momentu powstania w 2008 r. polska firma wprowadziła na rynek 86 produktów w 55 krajach na sześciu kontynentach.2 Sprzedaż produktów OSHEE jest prowadzona w 80 tys. sklepów i wynosi ponad 200 mln sztuk w ciągu roku.3 O międzynarodowym sukcesie polskiej marki napojów izotonicznych świadczy fakt, że OSHEE podpisała kontrakt partnerski z hiszpańską ligą piłkarską LaLiga Santander. 4
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1.1Marketing i proces marketingowy
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1.2Miks marketingowy i 4P marketingu
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1.3Czynniki tworzące i wpływające na otoczenie marketingowe
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1.4Rozwój koncepcji marketingu
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1.5Diagnoza potrzeb i pragnień konsumentów. Klucz do sukcesu rynkowego
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1.6Zarządzanie relacjami z klientami (CRM)
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1.7Marketing zgodny z zasadami etyki
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Batdorf & Bronson
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Batdorf & Bronson
Kawa to napój uwielbiany na całym świecie, od prostego espresso we Włoszech po meksykańskie wariacje z dodatkiem cynamonu. Jej historia sięga IX w. Legenda głosi, że w odległej części Etiopii pewien pasterz kóz za obserwował swoje zwierzęta tańczące i pełne energii. Szybko zdał sobie sprawę, że kozy zjadły pobliskie małe czerwone jagody. Gdy pasterz spróbował jagód, on również zaczął tańczyć. Małe czerwone jagody zapoczątkowały odkrycie kawy jako napoju, bez którego dziś nie możemy się obejść.
Jak sami opowiadają, kierując się miłością do kawy i wyobrażeniem tańczących kóz, małżeństwo Larry i Cherie Challain postanowiło w 1988 r. otworzyć swój pierwszy bar kawowy – Dancing Goats w Olympii w stanie Waszyngton. Każdy przedsiębiorca z branży kawowej doskonale wie, że kluczowym elementem dla odnoszącego sukcesy baru kawowego jest jakość serwowanego w nim napoju. Dążąc do podawania najświeższej kawy na świecie, małżeństwo kupiło palarnię kawy Batdorf & Bronson.
Sekret dobrej kawy leży w jakości ziaren. Challainowie zdają sobie sprawę, że aby zdobyć te najlepsze, trzeba sięgnąć do źródła. Nawiązując bezpośrednie relacje z rolnikami uprawiającymi kawę, Batdorf & Bronson zapewniają, jak twierdzą, najbardziej zrównoważone i ekologiczne ziarna w branży.
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Aby dowiedzieć się więcej o tej firmie kawowej, odwiedź jej stronę internetową.
Frito-Lay, producent chipsów Doritos, Lay's i Cheetos, to wart 13 mld dol. jednostka biznesowa PepsiCo.1 Warto wiedzieć, że Frito-Lay ma unikalny sposób włączania klientów w swój proces decyzyjny.2 Firma zdobywa pomysły na nowe produkty m.in. poprzez konkursy. Jednym z nich był zorganizowany w 2012 r. w USA konkurs o nazwie Do Us a Flavor. Jest to gra słów nawiązująca do „do us a favor”, co w języku angielskim oznacza „zrób nam przysługę”. „Flavor” znaczy „smak”, co można przetłumaczyć jako „Zrób nam smak”, prosząc w nim klientów o proponowanie smaków, które mogłaby opracować. Firma wybrała trzy najlepsze zgłoszenia i przyznała zwycięzcom nagrody pieniężne.
2.2Rola marketingu w procesie planowania strategicznego
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2.3Cel i struktura planu marketingowego
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2.4Wskaźniki w planie marketingowym
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2.5Zagadnienia etyczne w marketingu
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Blue Zones
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Kiedy poszukiwacz przygód Dan Buettner wyruszył w podróż dookoła świata, jazda na rowerze i odwiedzanie odległych miejsc stały się jego sposobem na życie. Badając różne społeczności na całym świecie, Dan odkrył pięć miejsc, w których ludzie byli zdrowsi i żyli dłużej niż gdziekolwiek indziej na ziemi. Dan nazwał je Niebieskimi Strefami (ang. Blue Zones). A są to: Okinawa w Japonii; Sardynia we Włoszech; Nicoya w Kostaryce; Ikaria w Grecji oraz Loma Linda w Kalifornii.
Koncepcja Niebieskich Stref powstała i rozwinęła się dzięki pracy Gianniego Pesa i Michela Poulaina. Początkowo zidentyfikowali oni Sardynię jako część świata, w której występowała wysoka koncentracja starszych mężczyzn. Gdy obaj zaczęli oznaczać na mapie regiony długowieczności, zaznaczyli wioski i nazwali ich wewnętrzny krąg Niebieskimi Strefami.
Dan, zespół demografów i badaczy odkryli, że mieszkańcy wszystkich Niebieskich Stref mają dziewięć wspólnych nawyków związanych ze stylem życia, które nazwali Power 9.87
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Statystyki mówią same za siebie. Obecnie lokalne społeczności w całych Stanach Zjednoczonych pracują nad znalezieniem sposobów na walkę ze skutkami kryzysu systemu opieki zdrowotnej. Odpowiedzią mogą być właśnie Niebieskie Strefy. „Projekt Blue Zones pomógł naszej społeczności ustalić niesamowite, ale zarazem osiągalne strategie, które w ciągu 10 miesięcy posunęły program zdrowia publicznego dalej, niż mogło to mieć miejsce na przestrzeni 10 lat” – powiedziała Lois Ahern, emerytowana dyrektorka Freeborn County Health w Albert Lea.89
Lockdowny w trakcie pandemii COVID-19 wpłynęły na całą gospodarkę, ale gdy władze ograniczyły możliwość spożywania posiłków w lokalach, restauracje typu fast food ucierpiały szczególnie. McDonald's szybko dostosował się do nowych warunków, wprowadzając w życie nową koncepcję określaną mianem „3 D": nazwaną w ten sposób od angielskich określeń digital (pol. cyfrowy), delivery (pol. dostawa) i drive-through (pol. przejazdem).
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3.1Rynki konsumenckie i zachowania nabywcze
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3.2Wybrane czynniki wpływające na zachowania nabywcze konsumentów
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3.3Proces podejmowania decyzji zakupu
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3.4Kwestie etyczne a zachowania zakupowe konsumentów
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4.3Zachowania nabywców na rynku B2B
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4.4Proces zakupu na rynku B2B
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4.5Etyka w marketingu na rynku B2B
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Firma Corporate Medical Services (CMS)
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Firma Corporate Medical Services (CMS)
Firma Corporate Medical Services (CMS) została założona w Tennessee 1 października 1995 r. Zatrudnienie w niej znalazła jedna osoba, wyposażenie stanowił jeden komputer, a obsługiwała jednego klienta. 30 Firma powstała w celu świadczenia usług klientom amerykańskiego Departamentu Transportu (ang. Department of Transportation, DOT), będącego w pewnym stopniu odpowiednikiem polskiego Ministerstwa Infrastruktury, w zakresie przeprowadzania testów na obecność narkotyków.
Federalna Administracja Bezpieczeństwa Przewoźników Samochodowych (ang. The Federal Motor Carrier Safety Administration, FMCSA) wraz z Departamentem Transportu (DOT) wymagają, aby osoby uzyskujące prawo jazdy do użytku komercyjnego, jak również ich pracodawcy, przestrzegali zasad testowania na obecność alkoholu i narkotyków.31
Firma CMS, dzięki połączeniu technologii i dobrej obsługi klienta, stale się rozwijała. Oto najważniejsze daty z jej historii:
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Firma CMS miała świadomość, że kluczem do sukcesu jest rozwijanie świadomości marki i kontynuowanie budowy relacji w branży. Kiedy klient przystępował do decyzji o zakupie, CMS chciała być w czołówce rozważanych podmiotów. Firma miała świadomość, że cykl zakupowy może być długi, jednak w przypadku decyzji pozytywnej wiedziała, że jest to początek budowania długoterminowych relacji.
Rozdział ten rozpoczniemy od analizy przypadku znanej firmy, która skutecznie wykorzystała segmentację rynku, aby dotrzeć do określonego segmentu konsumentów celem ożywienia sprzedaży jednego ze swoich produktów.
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5.1Segmentacja rynków B2C
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5.2Segmentacja rynków B2B
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5.3Segmentacja rynków międzynarodowych
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5.4Warunki poprawnej segmentacji rynku
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5.6Pozycjonowanie produktu
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5.7Rozważania etyczne w kontekście marketingu docelowego
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Destylarnia Travelers Point
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Destylarnia Travelers Point
Pradziadek Mela Lyttona destylował burbon w górach Wirginii od lat 80. XIX w. aż do czasów prohibicji. Dorastając w rodzinie z długą tradycją destylacji, Mel nauczył się doceniać subtelny bukiet idealnego burbona, a ponadto posiadł rodową recepturę przekazywaną z pokolenia na pokolenie. Gdy Mel, utalentowany kamieniarz, kowal i stolarz, zajmująco opowiadał przyjaciołom i rodzinne historie o produkcji trunku, w głowach jego i przyjaciół zrodził się śmiały pomysł. Postanowili spróbować swoich sił w destylacji burbona.
Burbon to amerykański alkohol wytwarzany głównie z kukurydzy, który zazwyczaj dojrzewa w dębowych, opalanych beczkach. Jego cena może wahać się od 40 do nawet kilku tysięcy dolarów za butelkę. Kentucky Bourbon Trail i Kentucky Bourbon Trail Craft Tour w ciągu ostatnich pięciu lat przyciągnęły ponad 2,5 mln odwiedzających z całych Stanów Zjednoczonych oraz 25 innych krajów, stając się ważnymi atrakcjami turystycznymi.91 Widząc wzrost popularności burbona, Mel uznał, że na rynku jest miejsce dla kolejnej marki tego trunku.
Receptura i destylacyjna historia rodziny Mela przekonały przyjaciół, że powinni produkować burbon metodą rzemieślniczą, w mniejszych ilościach. Wspólnicy od początku widzieli potencjał tkwiący w ich trunku, uznając, że może on być lepszy od wielu podobnych „kukurydzianych whiskey” dostępnych na rynku. Założyli więc firmę i znaleźli idealny lokal na destylarnię. Był to stary spichlerz w sercu amerykańskiej rolniczej krainy Kirklin w stanie Indiana. Miasteczko miało wyjątkowo atrakcyjne położenie. Przez samo centrum przebiegała autostrada, czyniąc Kirklin łatwo dostępnym dla koneserów burbona.
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Więcej informacji na temat Travelers Point Distillery można znaleźć na stronie internetowej.
Firma LEGO chciała dowiedzieć się więcej o tym, w jaki sposób dzieci są motywowane lub zniechęcane do zabawy. W 2021 r. przeprowadzono więc badanie wśród prawie 7 tys. rodziców i dzieci w wieku od 6 do 14 lat w siedmiu krajach, aby ustalić, czy stereotypy dotyczące płci wpływają na kreatywną zabawę.
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6.1Badania marketingowe i big data
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6.2Źródła informacji marketingowej
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6.3Proces badań marketingowych
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6.4Etyczne aspekty badań marketingowych
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Nordstrom
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Nordstrom
Pewnego dnia do ekskluzywnego sklepu odzieżowego w Anchorage na Alasce wszedł klient, który chciał zwrócić komplet opon. Sklep miał szeroki wybór butów, ubrań i akcesoriów, ale opon nie oferował. Sprzedawał je jednak poprzedni sklep zajmujący to samo miejsce. Po wielu dyskusjach kierownik sklepu Nordstrom przyjął zwrot i zaakceptował opony. Historia ta jest legendarna. Jest również prawdziwa.
Nordstrom, wiodący sprzedawca detaliczny z siedzibą w Seattle w stanie Waszyngton, szczyci się doskonałą i innowacyjną obsługą klienta. Założona w 1901 r. firma prowadzi obecnie 360 sklepów detalicznych w Stanach Zjednoczonych, a także sprzedaż online.21
Nordstrom od dawna słynie z orientacji na klienta. „Metoda Nordstrom” zawsze polegała na obsłudze klientów zgodnie z ich potrzebami i sprawianiu, by podczas zakupów czuli się dobrze. Część tego doświadczenia koncentruje się na łatwości, wyborze i wygodzie.
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Sklepy pop-up są stałym elementem oferty Nordstrom. Pop-up umożliwia zapoznanie się z produktami, które spełniają potrzeby lokalnego rynku. Analizy klientów pomagają Nordstrom dostarczać wyselekcjonowane towary do każdego sklepu. Podczas zakupów w Nordstrom można znaleźć towary specyficzne dla regionu i lokalizacji sklepu. Dopracowany plan współpracy w każdym punkcie handlowym pozwolił firmie Nordstrom stworzyć doświadczenie, które nie ma sobie równych w branży.
Najbardziej zaawansowaną strategią produktową w globalnym marketingu jest innowacja produktowa (ang. product invention), która odnosi się do procesu wprowadzania na rynek nowego lub znacząco ulepszonego produktu. Oznacza to, że produkt spełnia niezaspokojone wcześniej potrzeby lub oferuje korzyści, które są lepsze od istniejących rozwiązań lub wręcz unikalne.
Przykłady innowacji produktowych to wprowadzenie nowego rodzaju smartfona, nowej formuły leku lub szczepionki czy nawet nowego smaku napoju. Kluczowym celem innowacji produktowej jest zdolność do odpowiedzi na zmieniające się oczekiwania konsumentów lub też zaskoczenia ich nową ofertą. Przykładowo, na rynku ugandyjskim, gdzie mniej niż połowa populacji ma dostęp do elektryczności, istnieje potencjał dla przedsiębiorstw opracowujących innowacyjne systemy chłodzenia, które nie wymagają prądu.69
Działając zgodnie z jedną z tych strategii, przedsiębiorstwa mogą lepiej dostosować się do różnych warunków rynkowych i preferencji konsumentów, wchodząc na nowe rynki zagraniczne.
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7.5Wyzwania etyczne na rynku globalnym
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Timmy Global Health
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Timmy Global Health
Utworzona w 1997 r. przez dr. Charlesa (Chucka) Dietzena organizacja Timmy Global Health działa na rzecz zrównoważonego rozwiązywania problemów zdrowotnych w społecznościach na całym świecie. Przez ponad dwie dekady Timmy wspierała ośrodki opieki w Gwatemali, Ekwadorze, Republice Dominikany i Nigerii. Organizacja pomogła ponad 100 tys. pacjentów poprzez organizowanie wyjazdów medycznych i dzięki tworzeniu lokalnych programów opieki następczej, czyli działań podejmowanych przez personel medyczny już po wykonaniu zabiegu lub po leczeniu. Te długotrwałe relacje z lokalnymi społecznościami oparte na zaufaniu stanowią dziedzictwo organizacji.
Timmy Global Health dąży do stworzenia zdrowszego świata poprzez zaangażowanie społeczności globalnych i liderów zajmujących się wyzwaniami współczesnej służby zdrowia. Organizacja aktywnie współpracuje z ponad 20 szkołami wyższymi i uniwersytetami w Stanach Zjednoczonych, organizując kliniki medyczne i dostarczając niezbędne materiały do regionów ze słabiej rozwiniętą infrastrukturą. Uczestnicy wyjazdów medycznych z Timmy uczą się opieki zdrowotnej poprzez bezpośrednią pracę z tymi, którzy najbardziej potrzebują ich wsparcia.
Dr Charles Dietzen, założyciel Timmy Global Health, wybrał Greenwood w stanie Indiana na siedzibę organizacji, korzystając z nieposzlakowanej opinii uznanego lekarza. Jest bardzo związany z lokalnymi społecznościami. Przez lata dr Chuck wspierał Timmy swoimi pomysłami i zasobami, pełniąc rolę głównego fundraisera i wizjonera wielu programów społecznych.
Procter & Gamble (P&G), globalna grupa kapitałowa i międzynarodowy producent dóbr konsumpcyjnych, głównie kosmetyków i środków higieny osobistej, jest przykładem firmy wdrażającej marketing różnorodności (ang. diversity marketing). P&G może szczycić się wieloletnią tradycją obsługi konsumentów z różnych środowisk społeczno-kulturowych. Już w 1961 r. firma stała się pionierem w Stanach Zjednoczonych, wprowadzając reklamę telewizyjną w języku hiszpańskim skierowaną do latynoskich konsumentów na hiszpańskojęzycznym kanale (później znanym jako Univisión).1
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8.1Różnorodność i marketing inkluzywny
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8.2Kultura i jej przejawy
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8.3Marketing skierowany do grup narodowościowych i etnicznych
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8.4Marketing skierowany do różnych grup socjodemograficznych
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8.5Zagadnienia etyczne w marketingu różnorodności
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Lineout
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Lineout
Współczesne podejście do pielęgnacji skóry dynamicznie się zmienia. W XXI w. postrzeganie piękna uległo przedefiniowaniu, a ludzie dążą do zatrzymania młodego wyglądu przez jak najdłuższy czas. W odpowiedzi na rosnące oczekiwania rynku coraz większa liczba osób, już nie tylko kobiet, ale także mężczyzn, decyduje się na wykorzystanie nowoczesnych metod i innowacyjnych produktów upiększających, aby jak najdłużej cieszyć się gładką, młodzieńczą skórą.
Reklamy przekonują, że dzisiejsza pięćdziesiątka to nowa trzydziestka. Stworzyło to zapotrzebowanie na innowacyjne rozwiązania w dziedzinie pielęgnacji skóry. W tej dynamicznie rozwijającej się branży wypełniacze takie jak kwas hialuronowy, kolagen czy toksyna botulinowa (popularny botox) są stosowane coraz powszechniej. Fortune Business Insights prognozuje, że globalny rynek tych produktów znacząco wzrośnie, osiągając do 2028 r. wartość 6,28 mld dol.73
Procedury nieinwazyjne i minimalnie inwazyjne, mające na celu osiągnięcie gładkiej i młodzieńczej skóry, zyskują coraz większą popularność wśród różnych grup demograficznych. Czy to poprzez wypełniacze do twarzy, czy cyfrowo modyfikowane fotografie, wielu ludzi dąży do poprawy swojego wyglądu. Mimo że większość konsumentów może nie dysponować odpowiednimi środkami finansowymi lub nie być gotowa na poddanie się chirurgicznym procedurom medycyny estetycznej, wielu decyduje się na przyjęcie zastrzyku, którego efekty mogą się utrzymać przez 3, 6 lub 12 miesięcy, dając młodszy, gładszy i pozbawiony zmarszczek wygląd twarzy.74
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Zachęcamy do odwiedzenia strony internetowej firmy Lineout pod tym adresem oraz śledzenia jej na Instagramie, aby dowiedzieć się więcej o stosowanych przez firmę metodach promocji jej oferty związanej z pielęgnacją skóry oraz wypełniaczami do twarzy.
Peloton to producent sprzętu fitness i dostawca platformy do streamingu zajęć sportowych, który wykorzystał szybki rozwój technologii, łącząc swoje produkty materialne i niematerialne (usługi) i tworząc z tego stałe źródło przychodów.1
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9.1Produkty, usługi i doświadczenia klienta
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9.2Elementy strategii marketingowej w zarządzaniu produktami
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9.3Przebieg cyklu życia produktu
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9.4Strategie marketingowe stosowane w czterech fazach cyklu życia produktu
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9.5Pojęcie marki, budowanie marki i rodzaje marek
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9.6Rozwój marki, poziomy lojalności klienta wobec marki oraz miary oceny skuteczności marki
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9.7Tworzenie wartości dodanej za pomocą opakowań i etykiet
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9.8Opakowania w kontekście zrównoważonego rozwoju
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9.9Etyczne opakowania
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Kluczowe pojęcia
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Ramblewood
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Ramblewood
Zach i Riley McDonald, jako zaangażowani członkowie swojej społeczności, często uczestniczyli w rozmaitych imprezach organizowanych w całym mieście. Szybko zauważyli brak koordynacji między różnymi aspektami tych wydarzeń, takimi jak planowanie, projektowanie wystroju, wynajem, kwiaty i catering.
W 2018 r. małżeństwo zaczęło otrzymywać zapytania dotyczące organizacji wydarzeń okolicznościowych. Oboje byli pasjonatami dobrego jedzenia, a ponadto rozumieli, że ważne jest zarówno degustowanie, jak i estetyczna prezentacja potraw. Zach i Riley mieli niezwykłą zdolność tworzenia scenografii, której efekt końcowy przypominał doskonale wyprodukowany i wyreżyserowany spektakl.
Gdy pomysł na założenie Ramblewood, firmy planującej wydarzenia okolicznościowe, zaczął nabierać realnych kształtów, postanowili podjąć wyzwanie i zrezygnować z dotychczasowej pracy na etacie. Odkryli, że pomaganie ludziom w realizacji niezapomnianych wydarzeń wydarzeń jest ich prawdziwą pasją.
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Firma, początkowo mała, szybko stała się rozpoznawalną marką.29 Aby dowiedzieć się więcej o Ramblewood, zachęcamy do odwiedzenia ich strony internetowej.
Swarovski, znana firma specjalizująca się w cięciu kryształów, kilka lat temu opracował kampanie dotyczące różnorodności i akceptacji, starając się tym samym dotrzeć do klientów na całym świecie. Jedna z takich kampanii została przeprowadzona w okresie świątecznym w Chinach i koncentrowała się na promocji kalendarza adwentowego, mimo że obchodzenie Adwentu jest tradycją krajów zachodnich. Kalendarz adwentowy polega na odliczaniu dni od 1 do 25 grudnia, czyli do dnia Bożego Narodzenia. Każdego dnia otwiera się jedno okienko kalendarza, za którym znajduje się mały cukierek lub zabawka. Firma Swarovski przeniosła tę koncepcję na zupełnie nowy poziom.
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10.1Nowy produkt z perspektywy klienta
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10.2Etapy opracowywania nowego produktu
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10.3Wykorzystanie wskaźników do oceny nowych produktów
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10.4Czynniki wpływające na sukces lub porażkę nowych produktów
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10.5Nabywcy produktów innowacyjnych – proces decyzyjny i segmentacja
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10.6Etyka a nowe produkty
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Utrzymanie przewagi konkurencyjnej dzięki nowej ofercie – kubek Ember
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Utrzymanie przewagi konkurencyjnej dzięki nowej ofercie – kubek Ember
W Stanach Zjednoczonych 150 mln osób codziennie pije kawę.54 Często zanim usiądą, by ją wypić, rytuał zostaje zakłócony, a pyszna kawa staje się zimna. Aby tego uniknąć, wiele osób przestawiło się na izolowane termicznie kubki, w których napój pozostaje gorący przez dłuższy czas. Jednak w końcu także wystygnie.
W 2009 r. Clay Alexander jadł śniadanie. Zanim zakończył posiłek, jego jajecznica wystygła. Alexander zaczął eksperymentować z talerzami, które mogłyby pozostać gorące i utrzymywać jedzenie w tej samej temperaturze przez cały czas trwania posiłku. Pewnego dnia, pijąc kawę, zdał sobie sprawę, że zastosowanie tej samej technologii w przypadku kubka do kawy byłoby rozwiązaniem przełomowym. Opracował więc kubek Ember.
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Kubek Ember był opisywany i prezentowany w wiodących magazynach, takich jak „Forbes” czy „People”, a także w telewizji. Dzięki wielu pozytywnym recenzjom i doskonałemu PR-owi sprzedaż kubka znacząco wzrosła. Od czasu wprowadzenia oryginalnego kubka o pojemności 295 ml linię uzupełniono kubkiem o pojemności 414 ml, dodano produkt dla podróżujących oraz uzupełniono ofertę o wiele dodatkowych opcji ładowania.
Usługi to działania, za które konsument jest skłonny zapłacić. Mogą przyjmować setki różnorodnych form. Jedną z takich usług jest opieka nad dziećmi. 88% rodzin z dwojgiem rodziców i 83% rodzin niepełnych w Stanach Zjednoczonych korzystało z opieki pozarodzicielskiej przed pandemią COVID-19 i wydało ok. 42 mld dol. na wczesną opiekę i edukację.1
Centrum Zdrowia Adwentystów (Adventist Health Castle)
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Centrum Zdrowia Adwentystów (Adventist Health Castle)
Centrum Zdrowia Adwentystów (ang. Adventist Health Castle) w Kailua na Hawajach jest wielokrotnie nagradzaną placówką medyczną skoncentrowaną na służeniu umysłowi, ciału i duchowi swoich pacjentów. 350 pracowników medycznych świadczy usługi na całej wyspie Oahu, kierując się misją „życia Bożą miłością poprzez wspieranie zdrowia, integralności i nadziei”.48
Adventist Health Castle oferuje programy w zakresie dobrego samopoczucia i stylu życia, najnowocześniejsze procedury odchudzania i zaawansowane techniki diagnostyczne. Wszystkie usługi charakteryzują się podejściem skoncentrowanym na pacjencie oraz empatią i poświęceniem ze strony zespołu medycznego. Wizja „przekształcania doświadczeń zdrowotnych naszej społeczności poprzez wspieranie zdrowia, poprawę interakcji i zwiększanie dostępności opieki” jest realizowana poprzez „uczciwość, współczucie, szacunek i doskonałość”.49 W 2017 r. ośrodek zdobył nagrodę Malcolm Baldrige National Quality Award, która jest wyrazem uznania dla doskonałej opieki nad pacjentami, jaką personel zapewnia społeczności.50
Więcej informacji na temat oferowanych usług medycznych znajdziesz pod adresem.
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Dzięki tym wysiłkom społeczność odnotowała wiele korzyści, w tym poprawę ogólnego stanu zdrowia dzięki większej dostępności zasobów ośrodka opieki zdrowotnej. Wsparcie dla społeczności oznacza dostosowywanie się do jej potrzeb i wychodzenie naprzeciw grupom najbardziej potrzebującym.
Historia modelu biznesu opartego na subskrypcji liczy sobie kilka wieków.1 Usługi subskrypcji dostępne obecnie na rynku obejmują niemal wszystko, od papieru toaletowego po zabawki dla psów.
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12.1Cena i jej rola w miksie marketingowym
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12.2Model 5K w ustalaniu ceny
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12.3Pięcioetapowa procedura ustalania ceny
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12.4Strategia cenowa dla nowego produktu
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12.5Strategie i taktyki cenowe dla wszystkich produktów
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12.6Znaczenie etyki w procesie ustalania ceny
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Naked Wines
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Naked Wines
Zakup butelki wina może być strzałem w dziesiątkę lub okazać się zupełną klapą. Konsument może zapłacić dużo i nie cieszyć się winem lub zapłacić mało i naprawdę raczyć się nabytym trunkiem. Jak w przypadku każdego produktu, w cenę butelki wina wliczone są koszty stałe i zmienne. Obejmują one m.in. koszty produkcji, surowców, w tym winogron, beczek i butelek, koszty mediów i robocizny, koszty administracyjne, sprzedaży i promocji.37
Oczywiście koszt dystrybucji również musi być uwzględniony w cenie butelki wina. W przypadku kanału dystrybucji z wieloma pośrednikami wino trafia od winiarza do dystrybutora, potem hurtownika, a na końcu detalisty. Każdy z nich pobiera swoją marżę, co podnosi cenę dla konsumenta.
Rozpoczynając działalność w branży winiarskiej, trzeba wziąć pod uwagę fakt, że winogrona potrzebują lat, aby wyrosnąć i osiągnąć dojrzałość do zbiorów, a także pracę, jaką trzeba wykonać przy zbiorach, wyciskaniu soków czy fermentacji i wszelkie inne koszty marketingowe.38
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Pomysł jest prosty. Firma sprzedaje wina, ale daje też indywidualnym osobom możliwość stania się aniołem biznesu. Osoby, które zdecydują się być inwestorami, płacą comiesięczną składkę w wysokości 40 dol. W zamian za to otrzymują szereg korzyści, takich jak np. comiesięczna butelka wina w prezencie, wyłączny dostęp do win premium, możliwość udziału w testowaniu win online itd. Ważniejsze jest jednak to, że fundusze pozyskane od inwestorów są wykorzystywane na produkcję wina przez winiarzy wspieranych przez firmę. Wyprodukowane wino jest potem sprzedawane przez Naked Wines bez udziału pośredników.
Galeria sztuki inwestycyjnej 3U10 to przykład firmy, która intensywnie realizuje zintegrowaną komunikację marketingową, by dotrzeć do swoich klientów. Jej pracownicy na podstawie naukowych metody prognozowania opartych o algorytmy, automatyczny monitoring sieciowych danych o transakcjach, wyszukiwania i pomiaru setek zmiennych opisujących poszczególnych artystów i ich dzieła przewidują, jak będzie się kształtowała przyszła wartość dzieł sztuki. Proponują więc klientom takie obrazy i inne prace, które ich zdaniem mają znaczny potencjał wzrostu wartości. W grę wchodzą nie tylko pojedyncze prace, ale też całe pakiety inwestycyjne.
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13.1Proces komunikacji
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13.2Miks promocyjny i jego elementy
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13.4Proces planowania zintegrowanej komunikacji marketingowej
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13.5Zagadnienia etyczne w komunikacji marketingowej
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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E. Wedel
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E. Wedel
E. Wedel to jedna z najstarszych i najbardziej znanych polskich marek czekolady i wyrobów cukierniczych. Firma ma długą tradycję i jest głęboko zakorzeniona w polskiej kulturze oraz historii. Została założona w 1851 r. przez Karola Wedla i jest symbolem polskiej tradycji cukierniczej.
Wedel oferuje szeroki asortyment słodyczy, które stały się kultowe i są dobrze znane w polskich domach – od czekoladek, przez Ptasie Mleczko, po Torcik Wedlowski. Firma Wedel korzysta z różnych sezonowych i okolicznościowych edycji swoich produktów, takich jak świąteczne wersje czekolad czy pralin.
W ramach działalności promocyjnej i obecności w mediach społecznościowych Wedel aktywnie angażuje się w kampanie, które wzbudzają nostalgię i uczucia związane z polską tradycją. Marka jest obecna na platformach takich jak Facebook, Instagram i Twitter, gdzie angażuje swoich konsumentów i promuje nowe produkty.
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Podsumowując: Wedel jest dobrym przykładem firmy, która wykorzystuje w promocji historię marki, dba o rozpoznawalność produktów i prowadzi działania marketingowe ukierunkowane na budowanie długotrwałej relacji z konsumentami.
Allegro w swoich kampaniach porusza temat relacji z bliskimi. W 2023 r. marka zaprezentowała np. świąteczny spot pt. „Dom” przygotowany przez agencję reklamową Ogilvy Warsaw. W spocie w poruszający sposób przedstawiono wyzwania życia codziennego starszego człowieka i jego szczególną relację z synem.
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14.1Reklama w miksie promocyjnym
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14.2Planowanie kampanii reklamowej
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14.3Pomiar efektywności kampanii
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14.4Public relations i jego rola w miksie promocyjnym
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14.5Korzyści i ograniczenia public relations
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14.6Problemy etyczne związane z reklamą i public relations
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Peloton
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Peloton
Jeżeli uczestniczysz w zajęciach na siłowni, znasz ekscytację wynikającą z koleżeńskiej rywalizacji, która ma miejsce, gdy jesteś w grupie osób o podobnych zainteresowaniach, współdzielących ten sam cel i pasję. Były dyrektor e-commerce firmy Barnes & Noble, John Foley, lubił jeździć na stacjonarnym rowerze. Doświadczenie zajęć na siłowni postanowił przenieść do domowej sali treningowej i tak w 2012 r. narodził się pomysł na Peloton.
Ogłaszany jako „Netflix dla fitnessu”, Peloton swój pierwszy rower wprowadził na rynek w 2013 r. Firma odnotowywała powolny, ale stabilny wzrost. Po kilku etapach finansowania start-up zaczął zdobywać popularność wśród konsumentów, którzy cieszyli się z intensywnych domowych treningów z asystą trenerów, którzy dopingowali ich do jazdy z wbudowanych w rowerze monitorów. Ponadto Peloton oferował różne pakiety i plany subskrypcji treningowych.
W Boże Narodzenie 2019 r. Peloton wprowadził na rynek swoją przełomową reklamę, która stała się kamieniem milowym dla tej rozwijającej się marki. Narracja reklamy skupiała się na mężczyźnie obdarowującym swoją żonę rowerem Peloton, prowadząc widzów przez serię intymnych momentów i przemyśleń kobiety, które towarzyszyły jej podczas korzystania z roweru i dążenia do poprawy kondycji fizycznej. Ta reklama wzbudziła jednak kontrowersje i oburzenie wśród widzów, którzy uznali, że mąż na święta narzuca swojej żonie upominek w postaci ćwiczeń, co może sugerować niezadowolenie z jej obecnej formy.
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Powyższy przypadek pokazuje, jak dynamiczne i nieprzewidywalne mogą być relacje między markami a kulturą popularną, oraz jak umiejętne wykorzystanie sytuacji może przynieść korzyści obu stronom.
Postęp jest świetnym motywatorem. Im bliżej celu są ludzie, z tym większym zaangażowaniem starają się go osiągnąć. Wykorzystuje to firma Nike, która dzięki swoim aplikacjom mobilnym, pomaga użytkownikom osiągnąć cele treningowe. Aplikacje Nike Run Club i Nike Training Club nagradzają użytkowników odznakami i innymi nagrodami za każdym razem, gdy ćwiczący osiągną nowy kamień milowy, taki jak np. przebiegnięcie pierwszych pięciu kilometrów.
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15.1Sprzedaż osobista i jej rola w miksie promocyjnym
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15.2Zespół sprzedażowy
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15.3Proces sprzedaży osobistej
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15.4Zarządzanie zespołem sprzedażowym
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15.5Promocja sprzedaży i jej rola w miksie promocyjnym
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15.6Główne rodzaje promocji sprzedaży
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15.7Wyzwania etyczne związane ze sprzedażą osobistą i promocją sprzedaży
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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A na koniec — studium przypadku
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Oriflame
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Oriflame
Oriflame to międzynarodowy koncern kosmetyczny, który specjalizuje się w produkcji i dystrybucji kosmetyków, realizując sprzedaż za pomocą systemu marketingu wielopoziomowego. Firma została założona w 1967 r. w Szwecji przez braci Jonasa i Roberta af Jochnick. Nazwa „Oriflame”, wywodząca się z łacińskiego „Aurea Flamma” (złoty płomień), odzwierciedla strategiczne aspiracje rozwojowe przedsiębiorstwa i nawiązuje do średniowiecznego proporca bojowego królów Francji – oriflamme. Oriflame działa w Polsce od 1991 r., a w roku w 1995 firma otworzyła w Warszawie swoją fabrykę.
W swojej strategii dystrybucji Oriflame nie korzysta z tradycyjnych sklepów ani kanałów dostaw do innych firm. Produkty rozprowadza wśród klientów wyłącznie poprzez konsultantów, którzy działają w ramach Klubu Oriflame i sprzedają produkty na zasadach prowizyjnych. Współpraca z Oriflame odbywa się na dwa sposoby:
a) Sprzedaż bezpośrednia. Konsultanci, korzystając z katalogów produktowych, zbierają zamówienia od klientów. Nabywają produkty w cenach hurtowych (o 20% niższych niż cena detaliczna) i sprzedają je klientom z marżą 25%. Różnica między ceną hurtową a detaliczną stanowi zysk konsultanta.
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Hasło „Piękno w szwedzkim wydaniu” jest fundamentem strategii marketingowej Oriflame, która oferuje szeroką gamę produktów, w tym wody perfumowane, produkty do makijażu, akcesoria oraz suplementy diety Wellness by Oriflame.
W październiku 2011 r. w Berlinie Dominik Richter, Thomas Griesel i Jessica Nilsson uruchomili HelloFresh, firmę dostarczającą składniki oraz przepisy potrzebne do przygotowywania posiłków. Koncepcja rezygnacji z planowania i zakupów na obiad czy kolację jest dla ludzi atrakcyjna, jednak zmiana ich utrwalonych zachowań stanowi nie lada wyzwanie. HelloFresh miało za zadanie przekonać konsumentów do porzucenia dotychczasowych nawyków związanych z planowaniem i robieniem zakupów w celu samodzielnego przygotowania posiłków. Założyciele zdawali sobie sprawę, że aby skłonić konsumentów do zdecydowanej zmiany, kluczowym elementem będzie zastosowanie zestawu tradycyjnych metod marketingu bezpośredniego w połączeniu z działaniami marketingowymi prowadzonymi online.
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16.1Tradycyjny i cyfrowy marketing bezpośredni
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16.2Marketing w sieciach społecznościowych i marketing mobilny
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16.3Wskaźniki wykorzystywane do oceny skuteczności marketingu cyfrowego
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Na europejskim rynku brytyjska sieć supermarketów Tesco skutecznie wykorzystuje digitalizację i media społecznościowe do angażowania klientów. Ta założona w 1919 r. firma jest jedną z wiodących sieci handlowych w Wielkiej Brytanii i posiada sklepy na terenie całej Europy. Tesco duży nacisk kładzie na obsługę klienta, oferując szeroki wybór produktów pod marką własną, jak również markami producentów.
Tesco zaadaptowało się do zmian preferencji zakupowych konsumentów. Współpracując z platformami dostawczymi takimi jak brytyjska Ocado, Tesco oferuje swoim klientom możliwość robienia zakupów spożywczych online i dostarczania ich bezpośrednio pod drzwi domu. W czasie pandemii COVID-1 firma zwiększyła swoje zdolności logistyczne, aby sprostać rosnącemu zapotrzebowaniu na zakupy online i zapewnić klientom bezpieczne i wygodne opcje zakupów.
Tesco wykorzystuje media społecznościowe do budowania relacji z klientami. Na swoich kanałach na Facebooku, Instagramie czy X regularnie publikuje informacje o nowych produktach, promocjach, a także przepisy kulinarne i materiały o inicjatywach wspierających społeczności lokalne.
Inicjatywy Tesco w zakresie zrównoważonego rozwoju i odpowiedzialności społecznej, takie jak zmniejszanie ilości odpadów i wspieranie lokalnych producentów, są również szeroko komunikowane za pomocą jego stron internetowych i mediów społecznościowych. Podkreśla się w nich zaangażowanie firmy w budowanie lepszej przyszłości dla klientów i środowiska.
Czy kiedykolwiek w twojej głowie pojawił się świetny pomysł na nowy produkt spożywczy? A jeśli tak, to czy podążyła za nim myśl, gdzie można by go sprzedawać, aby dotrzeć do docelowych klientów?
17.5Łańcuch dostaw i jego funkcje
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17.6Logistyka i jej funkcje
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17.7Etyka w zarządzaniu łańcuchem dostaw
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Maersk
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Maersk
Sztandarowym przykładem europejskiej firmy działającej w branży logistycznej jest założony w 1904 r. Maersk, mający siedzibę w Kopenhadze w Danii. Firma ta jest globalnym liderem w dziedzinie transportu morskiego i logistyki, który oferuje kompleksowe usługi zarządzania łańcuchem dostaw, dostarczając usługi obejmujące magazynowanie ładunków i zarządzanie nimi, dystrybucję, kontrolę jakości oraz inspekcję.
Maersk stawia na innowacje i zrównoważony rozwój, oferując rozwiązania, które minimalizują wpływ transportu na środowisko i poprawiają efektywność operacyjną. Jednym z przykładowych rozwiązań jest Maersk Eco Delivery, w którym paliwa kopalne zostały zastąpione ekologicznymi, takimi jak biopaliwa drugiej generacji wytwarzane z materiałów niestanowiących konkurencji dla żywności (np. z odpadów). Pozwoliło to firmie zredukować emisję gazów cieplarnianych o ponad 80%.
Klienci mogą w prosty sposób przystąpić do programu. Wystarczy, że zadeklarują, które kontenery mają zostać przetransportowane w sposób przyjazny środowisku. Opłata jest automatycznie doliczana do faktury. Po uiszczeniu opłaty klient otrzymuje certyfikat neutralności pod względem emisji dwutlenku węgla, zawierający m.in. dane dotyczące oszczędności emisji tego gazu. Może wykorzystać ten certyfikat do własnych pomiarów zrównoważonego rozwoju lub do opracowania raportów na potrzeby zewnętrzne. Maersk zapowiada, że ekologiczne paliwa będą miały stałe ceny.
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Dzięki globalnej sieci i zaawansowanym technologiom Maersk jest w stanie zarządzać złożonymi łańcuchami dostaw, zapewniając płynność i minimalizując ryzyko opóźnień. Nie jest to jednak łatwe, ze względu na dynamicznie zmieniające się warunki w otoczeniu makro, takie jak na przykład niesprzyjającza pogoda, mogąca zaburzyć prace w portach kontenerowych, czy ataki Huti na statki na Morzu Czerwonym, które skłoniły przewoźników do omijania trasy przez Kanał Sueski, a tym samym wydłużenia jej o około 6 tysięcy km, a podróży o 10 dni.15
Nie jest zaskoczeniem, że handel detaliczny na przestrzeni XX w. głęboko się zmienił. Nastąpił gwałtowny rozwój sieci wielkopowierzchniowych detalistów takich jak Walmart w USA czy francuski Auchan w Polsce, które zaczęły wypierać z rynku lokalnych sprzedawców. W XXI w., wraz z rozwojem zakupów internetowych, coraz więcej tradycyjnych sklepów detalicznych zamyka swoje podwoje. Pandemia COVID-19 pogłębiła ten trend. Wielu sprzedawców detalicznych – zarówno nowych, jak i tych operujących na rynku od lat – szuka innowacyjnych sposobów na przyciągnięcie klientów do swoich placówek.
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18.1Sprzedaż detaliczna i rola sprzedawców detalicznych w kanale dystrybucji
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18.4Najnowsze trendy w sprzedaży detalicznej
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18.5Sprzedaż hurtowa
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18.6Najnowsze trendy w sprzedaży hurtowej
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18.7Kwestie etyczne w handlu detalicznym i hurtowym
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Podsumowanie rozdziału
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Kluczowe pojęcia
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Marketing w praktyce — przedyskutuj to
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Ćwicz myślenie krytyczne
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Plan marketingowy — ćwiczenia
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A na koniec — studium przypadku
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Ace Hardware
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Ace Hardware
Rynek produktów budowlanych w USA szacowany jest na 400 mld dol. rocznie. Home Depot i Lowe's dominują na nim pod względem wielkości sprzedaży, z kolei Ace Hardware ma przewagę pod względem liczby placówek i poziomu zadowolenia klientów.61
Początki firmy sięgają 1924 r., kiedy to kilka niezależnych detalicznych firm budowlanych z Chicago założyło spółkę, dzięki której mogło kupować duże wolumeny towarów. Obecnie firma jest światowym liderem na rynku materiałów i narzędzi budowlanych.
Ace szczyci się tym, że jest lokalnym sklepem budowlanym. Zawsze zatrudnia kompetentny personel, który jest w stanie odpowiedzieć na pytania klienta i udzielić fachowych porad. To właśnie poziom obsługi klienta stanowi o przewadze konkurencyjnej tej sieci. Zazwyczaj potrzeba mniej niż pięć minut, aby przyjazny, ubrany w czerwony uniform pracownik Ace rozpoczął proces obsługi klienta.
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Kolejną zaletą Ace Hardware są usługi świadczone przez sklepy. Dorabianie kluczy, ostrzenie noży do kosiarek i łańcuchów do pił oraz mieszanie farb dla klientów to tylko niektóre przykłady takich usług.62
Według firmy Accenture organizacje zrównoważone to te, które inspirują swoich pracowników i partnerów do osiągania wyników finansowych, działań sprawiedliwych i zgodnych z wartościami społecznymi, co budzi zaufanie wszystkich interesariuszy. Głównym celem tych przedsiębiorstw jest osiągnięcie trwałego rozwoju, który nie tylko zaspokaja aktualne potrzeby społeczeństwa, lecz również chroni zdolność przyszłych pokoleń do zaspokajania własnych potrzeb.1
Welcome to Principles of Microeconomics 2e (2nd Edition), an OpenStax resource. This textbook was written to increase student access to high-quality learning materials, maintaining highest standards of academic rigor at little to no cost.
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About OpenStax
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About OpenStax
OpenStax is a nonprofit based at Rice University, and it’s our mission to improve student access to education. Our first openly licensed college textbook was published in 2012, and our library has since scaled to over 25 books for college and AP® courses used by hundreds of thousands of students. OpenStax Tutor, our low-cost personalized learning tool, is being used in college courses throughout the country. Through our partnerships with philanthropic foundations and our alliance with other educational resource organizations, OpenStax is breaking down the most common barriers to learning and empowering students and instructors to succeed.
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Cel dydaktyczny rozdziału
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Dzięki lekturze tego rozdziału dowiesz się:
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Wprowadzenie do rozdziału
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1.1Czym jest ekonomia i dlaczego jest ona ważna?
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1.2Mikroekonomia i Makroekonomia
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1.3Jak ekonomiści wykorzystują teorie i modele do zrozumienia problemów ekonomicznych
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1.4Jak zorganizować gospodarkę: przegląd systemów gospodarczych
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Kluczowe pojęcia
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Podsumowanie
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Ekonomia stara się rozwiązać problem rzadkości zasobów, który polega na tym, że ludzkie zapotrzebowanie na towary i usługi przekracza dostępną podaż przy cenie równej zero. Dla nowoczesnej gospodarki charakterystyczny jest podział pracy, w ramach którego ludzie zarabiają dzięki specjalizacji w produkcji konkretnych dóbr i usług, a następnie wykorzystują swój dochód do zakupu produktów, których potrzebują. Podział pracy pozwala jednostkom i przedsiębiorstwom specjalizować się i produkować więcej z kilku powodów: a) Umożliwia podmiotom ekonomicznym skoncentrowanie się na tych rodzajach działalności, w których posiadają przewagę ze względu na czynniki naturalne i poziom umiejętności; b) Zachęca je do uczenia się i innowacji; c) Pozwala im na wykorzystanie zjawiska korzyści skali. Podział i specjalizacja pracy działają tylko wtedy, gdy podmioty ekonomiczne mogą kupić na rynkach to, czego same nie produkują. Nauka ekonomii ułatwia zrozumienie głównych problemów, z jakimi boryka się dzisiejszy świat, przygotowuje do bycia świadomym obywatelem i pomaga stać się wszechstronnym obserwatorem rzeczywistości.
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Pytania sprawdzające
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Sprawdź wiedzę
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Ćwicz myślenie krytyczne
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Cel dydaktyczny rozdziału
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Dzięki lekturze tego rozdziału dowiesz się:
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Wprowadzenie do wyborów w świecie rzadkości zasobów
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