What extent is Psychopathy a disorder of empathy

What extent is Psychopathy a disorder of empathy Current literature seats a lack of empathy as one of the most distinguishing symptoms of psychopathy (APA, 1994). Commonly found amongst the factor one items of diagnostic criteria, it is valued as part of the core psychopathic personality; essential to understanding the disorder (Kantor 2006). It is, for example both common and plausible to attribute the recidivistic violation of social, moral and legal norms (characteristic to psychopathy) to a distinct lack of empathy. Paradoxically, individuals with Autism Spectrum Disorders (ASD) are also claimed to lack empathy, yet the discrepancies between the disorders (psychopathy and ASD) raise questions as to whether such claims are fully justified. Some of these discrepancies include (a) the inability to form attachments in psychopathy versus the ability to do so in ASD (b) Amorality in psychopathy vs. a degree of morality in ASD (Frith de Vignemont 2007) (c) Sadistic, premeditated and inexcusable antisocial behaviour in pyshcopathy vs. innocent and excusable antisocial behaviour in ASD (Hansman Hummelen 2006). This essay will explore the great extent to which Psychopathy (compared to ASD) reflects a significant disorder of empathy. It will selectively and briefly address (a) the role of empathy in typically developed individuals (b) the definition of empathy and the type of empathic deficits present in Psychopathic and ASD populations (c) Empathic dysfunction as an essential determinant of psychopathic tendencies. Empathy is said to be the cornerstone of morality; central to the development and maintenance of friendships and romantic relationships. The ability to understand another persons perspective and share in their emotional state (Baron- Cohen 2003) puts constraints on impulsivity, inhibits violent and aggressive behaviour and hence strengthens sociability (Stoff, Breiling Maser 1997). Simultaneously the absence of empathy produces adverse/opposite effects (stoff et al 1997), most of which (in its entirety) are manifest in Psychopaths .Empathy has not escaped the common setback of being defined and used in an range of ways by an range of authors (Hoffman, 1987) but for the purpose of this essay, empathy will be acknowledged in terms of its cognitive, affective (and motor) components. The cognitive component of Empathy encompasses Theory of mind or mind reading, which entails the capacity to understand another persons feelings and take their perspective (Baron- Cohen 2008 pg 62). Interestingly, Psychopaths do, to a certain extent possess the ability to understand the feelings and perspective of others, in fact they must do: to be so successfully manipulative. Consistent with this, Psychopaths are unimpaired on measures of theory of mind, even when tested on the Advanced theory of mind test (Blair 2005).They are superb mind readers enabling them to deceive and swindle other people( Frith 2003) as well as mimic empathy for their own gain (motor empathy). Dangerously mistaken for being charming, likable and a great success with the ladies (Cleckely), psychopaths possess skills (if I may call it that) to superficially blend into society and cognitively identify (not emotionally) with the perspective of others. At this superficial level of interaction and continuous ma sking of sanity, psychopaths can never form genuine attachments : empathic deficits result in self centeredness ,disregard for others emotions , impulsivity, behavioural problems and a lack of remorse; confirmed by an inability to sustain long term relationships, parasitic lifestyle and promiscuous sexual behaviour (Hare 1991). Autistic individuals however, differ from psychopaths on both cognitive and behavioural levels (Rogers, Vidina, Blair, Frith Happe 1997). They lack theory of mind profoundly, have difficulty in interpreting /predicting the intentions, behaviour and thoughts of others (Frith 2003) and therefore cannot socially interact, even on the superficial level that psychopaths do. The observed lack of empathic behaviours in ASD may be attributed to the inability to mentalize or correctly evaluate social situations (e.g. distress in others), resulting in antisocial behaviour (e.g. social withdrawal,) misinterpreted as uncaring (Rogers et al 1997). According to Blair (1999), once autistic individuals are aware of others mental states, appropriate emotional responses are given. Autistic individuals can also form strong attachments to caregivers (Sigman Capps 1997). There is no cognitive empathic deficit in psychopathy; only the manipulation of their intact form, to their own ends. The antisocial b ehaviour (comprising factor two of diagnosis) is often premeditated, exploitative and repetitive (Hansmen Hummelen 2006); indicative of a Psychopaths inability to empathise with the emotional impact on their victims. Psychopaths lack the emotional component of empathy which is defined as an affective response more appropriate to someone elses situation than to ones own (Hoffman, 1987: p.48). However, through manipulation of cognitive empathy, psychopaths are able to exercise motor empathy in order to substantiate and disguise the reality that they are without emotional empathy. This lack of emotional empathy equates to the inability to connect emotionally with ones perspective, thus producing impaired/inappropriate responses as a result. Psychopaths have selectively impaired emotional processing (Hare 1991); (relative to controls) they show significantly reduced autonomic responses to expression of fear and sadness as well as aversive events (Blair 1999). Supporting evidence is the dysfunction (hypo activation and reduced volumes) of the amgydala (key in emotional processing) and orbio frontal cortex observed in Psychopathic populations. Autistic individuals however, show physiological responses to others distress, indicative of intact emotional empathy, possibly accounting for their ability to distinguish between moral and conventional rules whilst psychopaths cannot (Blair 2005). Impairments in emotional empathy predispose Psychopaths to the characteristics that are the bedrock of the disorder e.g. Shallow affect, callousness, behavioural problems, and lack of guilt, and the extent to which this is true become magnified when Psychopathy is compared to ASD. Without Depreciating the cognitive, social and emotional deficits present in ASD; autistic individuals are loveable and respond to love, affection, fear and anxiety (Quinn Quinn 2006 pp), suggesting emotional empathy may not require the ability mentalize. Critically speaking, Psychopathic tendencies do reflect biologically predisposed deviances in emotion, personality traits and behaviour and may stem from an array of (other) deficits in e.g. (a) processing of general emotions but specifically negative affect , (b) passive avoidance learning , (c) behavioural inhibition , and (d) violence inhibition mechanisms (Herve Yuille 2007). Yet although investigators place varied emphasis on individual deficits, emp athic dysfunction has its (cause or effect) role to play in many of them. Appreciating the unlikelihood for any one explanation, of any disorder to suffice; we conclude on the note that psychopathy is a disorder of empathy to a very great extent; yet not without additional and intermingling deficits.

The Investiture Controversy

The Investiture Controversy is seen often times as a significant conflict between Church and State in medieval Europe. However, it was really a conflict over two radically different views of whether the secular authorities such as kings or dukes, had any legitimate role in appointments of spiritual offices such as bishoprics. In the eleventh and twelfth centuries the control of appointments or investitures of church officials such as bishops and abbots became a conflict between Pope Gregory VII and Henry IV, Holy Roman Emperor.This reveals that medieval society had to decide which authority figure to support, either the secular or spiritual authority, because each one believed that the other was entitled to more authority than the other. The Investiture Controversy was significant in medieval history because though Henry IV and Gregory VII had very different opinions of what the spiritual and secular authorities duties were they both wished to preserve the Catholic faith against corr uption. The Middle Ages began after the fall of the Roman Empire.Significant changes began to occur in every part of the continent due to the lack of an absolute ruler, which was Rome. The churches around Rome looked to the Pope for guidance but seeing that their needs were not being met, nobles and especially kings assumed numerous Christian duties, including the protection and foundation of churches and abbeys. Although canon law, which is the body of laws and regulations made for the government of the Christian organization and its members, declared that bishops were to be elected by the clergy and the people but the rulers ignored it.Secular authority slowly started to become more dominant than spiritual authority being that weak church authorities were monitoring their powers. During the eighth and ninth centuries, the Roman aristocracy dominated the election of the papacy due to no Carolingian powers to control them. The aristocratic family with the most power would have the a bility to elect the pope or sell his office. Bishops and abbots were nominated and installed by rulers in a ceremony known since the second half of the eleventh century as investiture.This was a ceremony conducted by the king who granted the new bishop or abbots with a staff and, since the reign of Emperor Henry III (1039-1056), a ring signifying that they â€Å"receive the church†. By church it did not only mean the spiritual office but also the secular rights. In return to the king, an oath of fealty to the ruler was made that indicated homage to the king that the bishop or abbot would assist the ruler spiritually and materially, which would fulfill the requirement of â€Å"service to the king† including paying fees, distribution of fiefs to royal supporters, military support, and court attendance as an adviser and collaborator.A notable monarch who practiced investiture was Holy Roman Emperor, Henry III. Henry III wanted to be crowned emperor but currently there wer e three popes, Benedict IX, Sylvester III, and Gregory VI because of the domination of the Roman aristocracy. Henry III reached Rome in 1046 and imposed his secular authority over the situation and elected as the new pope a German, Suidger, bishop of Bamberg, who was inaugurated as Clement II.Control over the Roman Church passed into the hands of the German king. In succeeding years, Henry III used his secular authority to appoint a pope at three more occasions. The spiritual authority was in ruins and a need for reformation within the church was necessary. A man who began reforming the church was Bruno of Eguisheim-Dagsburg, who later became Pope Leo IX, was a German aristocrat and a powerful spiritual ruler of central Italy while pope.On the death of Pope Damasus II, Bruno was selected as his successor but as a condition of his acceptance for the papacy, he had to first proceed to Rome and be freely elected by the voice of the clergy and people of Rome. After receiving much suppor t of his election, Bruno formally became Leo IX. Favoring traditional morality in his reformation of the Catholic Church, Pope Leo IX publicly declared that he was against simony that had been occurring due to a weakened and corrupt papacy. Simony is the act of paying for sacraments and consequently for holy offices or for positions in the hierarchy of a church.Another type of reformation in church that had been occurred before the Investiture Controversy was the establishment of Cluny Abbey. Founded by William I, Duke of Aquitaine in 910 this Benedictine monastery was located in Cluny, France. William I nominated Berno as the first Abbot of Cluny who forced a strict enforcement to the Rule of St. Benedict. Though this was a demonstration of a secular authority appointing an abbot to a spiritual office, William I released the Cluny abbey from all future obligation to him and his family ther than prayer: Therefore be it known to all who live in unity of the faith and who await mercy of Christ, and to those who shall succeed them and who shall continue to exist until the end of the world, that, for the love of God and our Savior Jesus Christ, I hand over from my own rule to the holy apostles, Peter, namely, and Paul, the possessions over which I hold sway, the town of Cluny, namely, with the court and demesne manor, and the church in honor of St. Mary the mother of God and of St.Peter the prince of the apostles, together with all the things pertaining to it, the vills, indeed, the chapels, the serfs of both sexes, the vines, the fields, the meadows, the woods, the waters and their outlets, the mills, the incomes and revenues, what is cultivated and what is not, all in their entirety. This is an extremely significant declaration by a secular authority figure because not only did many other secular authorities follow William I’s example, monasteries across Europe began adopting the Rule of St.Benedict causing many leaders in the spiritual realm to rise agai nst the secular authority and start to divide the powers between the church and state. Before becoming the pope who would challenge secular authority over the topic of investiture, Hildebrand of Sovana was a cluniac monk who was deacon and papal administrator for the Leo IX. During the reign his reign, Nicholas II established a new election system for the papacy. The Papal Election Decree of Nicholas II was established in 1059.It declared that a College of Cardinals would convene, during a period of vacancy in the papal office to elect a Bishop of Rome who then becomes pope. However, Hildebrand did not become Pope Gregory VII by the College of Cardinals. He was elected in an informal fashion and the decree of Nicholas II was ignored, nevertheless Hildebrand did not encounter strong opposition and received sacerdotal ordination thus becoming pope Gregory VII. A reformer, Gregory VII’s main focus was to reform the church and by that he wanted to reduce the secular authority ove r the spiritual.He strongly believed that God alone founded the Church and that she is supreme over all human structures, especially the secular state. However, he did believe that there could be coexistence of church and state, but in no way were they two equals. The superiority of church was much greater than that of the state because God elected the church officials while men who could be corrupt selected the state officials. Henry III had retained a firm hold on the church and resolved a schism.However, after Henry III died at an early age, his son Henry IV believed that he had been appointed by God to become Emperor and spiritual authority figures like the pope were subordinate to him and his decisions. Known as the Milan Controversy, there were two candidates in the running for the position of archbishop. The people of Milan who were supported by the pope supported one of the candidates. However, Henry IV countered by having his own nominee demonstrating a secular authority at tempting to elect a candidate of a religious authority, referring to a king-committing investiture.Henry IV interfered in the situation to help resolve the issue rather than allowing the people of Milan with the support of Pope Gregory VII to achieve a resolution. Refusing to obey the spiritual authority, Henry IV received a letter from Pope Gregory VII warning him of an awful fate if he is to ignore the pope’s negotiations in regards to the investiture problem. Offended by this threat, Henry IV refused to obey the pope because of his belief that God had made him emperor. God alone was the only one who determined the wrongs of kings or emperors.Nevertheless, Pope Gregory VII replied by excommunicating Henry IV for refusing to accept that a king or emperor must obey the wishes of a spiritual authority and continue to interfere in church matters, thus the Investiture Controversy ensued. A series of letters by Gregory VII and Henry IV presented the positions of each side and the ir attempts to best their opponents in public opinion. Gregory VII wanted Henry IV’s acknowledgement that the spiritual authority triumphed over the secular authority.Pope Gregory VII demonstrates in many of his letters that though Henry IV was an emperor he is unfit to appoint bishops or abbots because God had elected church officials who are able to perform such actions. Hence, Henry IV should withdraw all his power from church matters just like William I had done for the Cluny Abbey. Establishing that royal powers were subordinate to the priesthood because secular authority figures continuously lusted for power, which in the eyes of the church lowers their spirituality for committing an act that is considered a sin.Henry IV retorted with the claim that Pope Gregory VII was never a pope due to the fact that he had been appointed by an invalid election and even attempted to gain the papal office while the current pope was alive. Again, when a synod was celebrated in the time of Pope Nicholas [II], in which one hundred twenty-five bishops sat together, it was decided and decreed under anathema that no one would ever become pope except by the election of the cardinals and the approbation of the people, and by the consent and authority of the king.In this statement, Henry IV agrees with the idea that cardinals have the right to elect a new pope but a person of extremely high authority, like himself, has the right to agree or disagree with the decision made by the College of Cardinals. Among other accusations that Henry IV made against Gregory VII, he deemed the pope as a â€Å"bad monk† who did not follow what he preached and had mistresses before and after he became pope. Henry IV finally indicated that God alone can judge the actions of the secular authority and that no spiritual authority, especially a corrupt one such as Gregory VII, could assert their authority over a king.The Investiture Controversy was between the church and state and the ma in issue was the rulers’ ability to continue to invest and install bishops and abbots with the symbols of their office. It soon quickly became an argument between Henry IV, Holy Roman Emperor and Pope Gregory VII trying to determine which had more authority, spiritual or secular. Gregory VII saw the emperor’s disobedience to the papacy as an attack on the church, while Henry IV viewed it as the pope forcing his authority over an emperor.However, each saw that the other side was corrupt and unfit to make decisions within the church. Both wished to control the matters of the church since according to each side, God had elected him to his position of authority signifying more power than the other one. Nevertheless, their main goal was to keep the sacrifices of mass and the church untainted, with no influence of corrupt authority figures.Bibliography Geary, Patrick J. â€Å"Pope Gregory VII and King Henry IV†, in Readings in Medieval History , 562-586. Toronto: Univ ersity of Toronto Press Incorporated, 2010. Geary, Patrick J. â€Å"Cluniac Charters†, in Readings in Medieval History , 315-321. Toronto: University of Toronto Press Incorporated, 2010. Thompson, James Westfall. â€Å"Church and State in Medieval Germany. † The American Journal of Theology, 22, no. 4 (1918): 513-540, doi: 19, Feb. 2012. http://www. jstor. org/stable/3155326 ——————————————– [ 1 ]. Henry III was the son of Conrad II and Gisela of Swabia. His accession to the throne did not lead to civic unrest due to the fact that he was a descendent from the two sides that were causing civil war in the empire. [ 2 ]. The Rule of Saint Benedict is a book written by St. Benedict of Nurisa for monks living communally under the authority of an abbot. [ 3 ]. Patrick J. Geary, â€Å"Cluniac Charters†, in Readings in Medieval History (Toronto: University of Toronto Press Incorporated, 2010), 316. [ 4 ]. Patrick J. Geary, â€Å"Pope Gregory VII and King Henry IV†, in Readings in Medieval History (Toronto: University of Toronto Press Incorporated, 2010), 580.

Teen Alcoholism Is Driven By Example - 1150 Words

Teen Alcoholism is driven by example. a teen sees someone else drinking, for whatever reason, and they imitate them to either save he or she’s pride and be â€Å"cool† or use is as e remedy to try to feel better about a situation they are in or to numb an unpleasant emotion they do not know how to deal with. affects the physical state of a young person, but also one’s current situations and relationships, and the outcome of he or she’s futures. â€Å"People who begin drinking before age 15 are four times more likely to develop alcohol dependence at some time in their lives compared with those who have their first drink at age 20 or older. It is not clear whether starting to drink at an early age actually causes alcoholism or whether it simply†¦show more content†¦And because many parents and other adults use alcohol socially-having beer or wine with dinner, for example alcohol seems harmless to many teens† (Ed. Joseph Tardiff) The affect of teen alcoholism can be emotional, physical, and psychological. One physical effect of teen alcoholism is withdraw. Withdraw can occur after having 4-5 drinks. Hangovers are a form of withdraw. â€Å"†¦as the body cells tat had to adjust to the presence of alcohol try to adapt to its absence.† (ed. Joseph Tardiff). This causes an imbalance of eternal affairs which can result in nausea, diarrhea, fatigue, muscle pain, headaches, anxiety, and jittery hands. Hangovers are usually more common when drinking a large amount of alcohol in a very short amount of time, opposed to a lot spread out into a larger amount of time. Delirum Tremus is a more serious form of alcohol withdraw. Alcohol cravings can consume a person. This would largely affect the responsibilities in he or she’s life such as school, relationships, friendships, sports, activates, jobs, etc. to say the least, the withdraw from alcohol is distracting. a teenager’s concentration is pulled away from the actions that will help further them and succeed in the future, and pull them into and unhealthy routine that can damage their body. Brain damage is another detrimental affect of teen alcohol abuse. â€Å"Giedd said. â€Å"Since the cement of the brain is still setting, if

The Battle Between Two Sisters And Their Mother - 893 Words

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They had some ups and a lot of downs but along came another baby girl name Marie. Marie was such a beautiful baby she had no hair and big eyes she was chubby and caramel. Their mother tried raising them to the best of her ability and the best way she knew how. As time passed and Marie gotten older her mother discovered that she had a problem with taken things that did not belong to her. She would take anyone things in school, from random people, her mother, her father and also Clarissa. MarieShow MoreRelatedAnalysis Of The War By Timothy Findley1229 Words   |  5 Pages it is about a nineteen-year-old, Robert Ross, who enlists in World War 1 after a tragic death of his sister and years later a historian is trying to piece together Robert Ross’s life. The novel talks about the cruelty of the first world war, however it seems there is a metaphor, that the novel is not only talking about the first World War, but multiple wars. 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Development of Anorexia and Bulimia Essay - 2665 Words

Development of Anorexia and Bulimia Anorexia and Bulimia are two very complex conditions that have been around for quite a while, however both anorexia and bulimia amongst other eating disorders are becoming more and more prevalent in today’s society. There has been extensive press and media coverage on conditions related to eating disorders. Anorexia and bulimia are two of the most common eating disorders or two of the most prevalent eating disorders around. Conditions relating to eating disorders more than fifty or so years ago were virtually unheard of, this could be due to a number of reasons. The bulimic sufferer will binge grotesque amounts of food, literally assault themselves†¦show more content†¦slim), or a learned responses to physical or emotional pain, or a way to deal with stress. Each possible cause of the disorders is as unique as the disorder itself, each cause is as complex as the disorder is itself and every single individual who suffers from anorexia or bulimia are unique, as pointed out by Sacker and Zimmer (1987) ‘Every single person suffering from bulimia and anorexia nervosa is unique’. Due to the uniqueness and the complexness of each disorder and the difference in each individual’s personality, it is paramount to look deeper in order to devise the best possible treatment for anorexia nervosa and bulimia, as currently most eating disorders are treated in a similar manner. The main question this research proposal aims to answer is, what are the main reasons some people develop anorexia and others develop bulimia? What role personality plays in making individuals more prone to suffering from bulimia instead of anorexia? 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Glaxo Wellcome Mini Case Free Essays

Glaxo Wellcome Inc. Mini-case Report April 2, 2007 [pic] Executive Summary Glaxo Wellcome Inc’s primary business is to market prescription products to physicians and health care providers. One of the top three pharmaceutical firms in the world, Glaxo Wellcome Inc. We will write a custom essay sample on Glaxo Wellcome Mini Case or any similar topic only for you Order Now held about 4 percent of the worldwide prescription pharmaceutical market. The U. K. based company was formed in 1995 when Glaxo Pharmaceuticals acquired Burroughs Wellcome. While the company is based in the U. K. , the U. S. market represented approximately 40 percent of worldwide sales while the U. K. produced about seven percent. As of 1997 Glaxo Wellcome Inc. had 22 local operating companies in nine countries including the U. S. Because of the harsh requirements of the Food and Drug administration (FDA) most products are introduced in one of the other eight countries before seeking U. S. approval. Migraine medicine is a primary growth area for Glaxo. The company was first to manufacture and market triptans, a new class of prescription migraine medicine. Triptans were launched in 1993 and work specifically on the 5HT-1 receptor sites believed to be the primary cause of migraine headaches. Imitrex was the first triptan produced and sold by Glaxo in the U. S. The concern now is how the company should best market the second-generation triptan by the company, Amerge. This will be the first time a pharmaceutical company has two prescription triptans available on the market. Problem Statement and Key Issues Glaxo Wellcome’s U. S. division faces the task of determining a positioning strategy for their new triptan, Amerge, to increase total market share in the currently underdeveloped migraine market. Not only should the marketing decisions combat pressure from competitors with comparable products, but also the pharmaceutical marketers must elevate the importance of the new product’s placement on the formularies of managed care plans. Additionally, the development of a direct-to-consumer (DTC) advertising campaign that is informative and persuasive, without offending the medical community, must be included as a part of the positioning strategy. SWOT Anaylsis for Glaxo Wellcome Inc. Strengths: Seen as a reliable prescription drug manufacturer, therefore has a positive reputation †¢ Global company with 4% of the worldwide prescription pharmaceutical market †¢ Company has a strong balance sheet and growth potential †¢ Imitrex dominates the migraine market as the first and only triptan available from 1995-1998 Weaknesses: †¢ Does not have a clear marketing strategy for the triptans †¢ Largely focused on competitor activity instead of growing market shar e †¢ FDA regulations create long approval periods The recent business combination of Glaxo Pharmaceuticals and Burroughs Wellcome in 1995 has created organizational challenges Opportunities: †¢ 90% of the migraine market is underdeveloped †¢ More marketing options include the ability to directly contact consumers as well as doctors and hospitals (in the U. S. division) †¢ Ability to market line extensions for new products such as Amerge †¢ Difficult for new competitors to enter the market because of RD and approval processes Threats: †¢ Non-acceptance as a formulary of managed care plans Competitors’ products, such as Zomig, released before and out-performing Amerge †¢ Changes in healthcare legislation, including Medicaid and Medicare Alternative Courses of Action 1. Replacement Strategy: the U. K. division chose this plan of action, ceasing all promotion of Imigran (U. K. name brand for Imitrex) and positioning Naramig (the U. K. brand name for Amerge) as the recommended drug to start treatment of migraine patients. The replacement strategy results met Glaxo U. K. expectations, but damaged the growth of Imigran and did not prevent Zomig from successfully entering the market. Furthermore, the U. K. market has two major differences from the U. S. market: pharmaceutical companies cannot legally advertise their products to consumers, and the health care system is socialized. The implications of these two differences in terms of positioning strategies are vast. The inability to utilize DTC advertising prevented the U. K. from successfully pursuing alternative positioning strategies, such patient-based segmentation, due to concerns about the physician’s ability to identify such segments and further confusing the prescribing process. Moreover, in a socialized health care system where patients are entitled to free medical care, patients can seek treatment easier and can be less involved in the prescribing process than in an insurance-based system where there is more monetary involvement. Although this strategy might communicate a clear message about the drug’s superiority, it would devalue the brand name built for Imitrex, drastically impacting its potential profitability as well as the ability to continue to recuperate the high investments already sunk into the RD and marketing of Imitrex. . Competition Strategy: since Zomig is expected to be launched prior to the FDA approval of Amerge, Glaxo U. S. can position Amerge directly against Zomig. They can utilize their position as the market leader to leverage Amerge’s positioning as the true second-generation triptan providing the best relief on the market. Glaxo U. S. can back up their claims with the results from the UK where the majority of previous non-triptan users prefer Naramig. Although this strategy could successfully prevent the competition Zeneca from gaining substantial market share through the marketing of a second-generation triptan, it would also devalue the Imitrex brand similar to the replacement strategy. 3. Pricing strategy: one of the weaknesses identified for Imitrex is its relatively high price in comparison to over the counter (OTC) medication, which is further exacerbated by the medication’s high rate of recurrence. Since most patients in the US pay either partially or fully for their medication, Amerge could be positioned as an affordable alternative to Imitrex. Amerge could be priced similar to OTC medications and its lower recurrence rate could be promoted to further emphasize its affordability. A possible downside to this strategy is devaluing the image of Glaxo Wellcome for physicians because of a perceived â€Å"lack of quality† that can accompany low priced products. On the positive side, it could detract from competitor’s noise and would allow Imitrex to continue in its position as the market leader. It could also improve the consumer perception of Glaxo Wellcome as a company that cares for patients that cannot afford expensive medication. 4. Lifestyle Segmentation Strategy: Glaxo U. S. could create an emotional appeal for Amerge by merging the facts about its efficacy, side effects and dosage with the feelings of patients. Prospective consumers seek treatment for their migraines not only to abate the pain, but also to be able to continue productivity in their lives during a migraine episode. Therefore, Amerge’s proven efficacy, combined with low risk of side effects, low recurrence rate and ease of administration could be used to promote it as the migraine medicine that â€Å"let’s you get on with life†. Unlike the pricing strategy, this course of action would emphasize the product benefits and thus would be more beneficial to Glaxo’s image. But similarly to the replacement and competition positioning strategies, it weakens Imitrex’s position in the marketplace. 5. Benefit-based Portfolio Strategy: Glaxo U. S. can present both migraine medicines as a portfolio of solutions to migraine pain. Amerge could be positioned as the â€Å"milder† new-generation triptan, and Imitrex could be repositioned as the â€Å"strongest and fastest† triptan with proven efficacy to treat acute pain. This positioning strategy would allow Glaxo U. S. to continue to reap the benefits from the marketing initiatives already invested in Imitrex, while utilizing its current standing as the market leader as a platform from which to launch Amerge. Possible drawbacks to this strategy include cannibalization of Imitrex sales as well as confusion in the minds of physicians and consumers as to which drug would be the best option for a patient. Recommendations Given the considerable expenditure in RD and marketing of pharmaceuticals, we recommend that Glaxo U. S. choose the benefit-based portfolio strategy. We feel strongly that Glaxo U. S. should not abandon the efforts placed in the marketing of Imitrex, but rather leverage its current market position to support the launch of Amerge. We believe this strategy could effectively combat competitors’ efforts to enter the marketplace. The company can utilize DTC advertising to send a clear message of the benefits each drug offers to patients. Nevertheless, it is imperative that Glaxo U. S. also invest resources in conveying the right message to physicians and negotiating placement of both drugs on the formularies of managed care plans; otherwise the likelihood of switching to a different brand or forgoing treatment altogether increase significantly. With a portfolio strategy and clear differentiation among the products, Glaxo U. S. is better armed to capture the 90% of migraine sufferers that were not being medicated with a triptan as of 1997. Conclusion Although Glaxo Wellcome is one of the largest pharmaceutical companies in the world it has many opportunities for growth and development. One of these opportunities is with the migraine medicines known as triptans. Although Glaxo already has one triptan on the market, there are still many migraine sufferers that are not being treated. With the benefit-based portfolio strategy Glaxo can market its second-generation triptan, Amerge to the millions of migraine sufferers. How to cite Glaxo Wellcome Mini Case, Papers

Present Day Of Middle School Essay Example For Students

Present Day Of Middle School Essay Present Day (2015)â€Å"You know what would be funny? If we get really close this year, and then move away for college to never see each other.† â€Å"Aw, come on, man,† he said making a sad, scrunched up face. I felt kinda bad after saying that, I didn’t think it was really funny, I only said that because in reality, after our senior year, friendships are going to go to shit. 5 Years Earlier (2010)Yikes. The first day of middle school. I can not wait to meet new people and make new memories. I step on to the campus of the middle school and learn where my home room class is. As I enter my homeroom I see my best friend, Julia. Thank God there is someone I can talk to and not sit awkwardly alone. The bell rings, telling all the students first period, homeroom, is starting. My teacher is an older fellow with glasses, on the shorter side, and going bald. He pulls up a seating chart for the class that is heading in, and I part from Julia to go to my seat, which is in alphabetical order by last name. I ended up in the second column but first row, so I was near the door, but close enough to the teacher when he would be teaching. Since Julia and I were one of the first people in our classroom we were able to watch everyone that entered one by one. In with the crowd of kids, there is this boy who is wearing a Beatles shirt. It is black and only had the members faces on it, all in different colors. I funnily have the exact same shirt because I am such a tomboy and LOVE the Beatles. They were the only thing I listened to for 3 years in a row.â€Å"Nice shirt,† I said to the very cute blond curly haired boy. He didn’t say anything, just smiled at me then took his seat. Our teacher was giving us the rundown on the school and rules in his class and such. .h class because of the impact he has made on my life. All he had to say is that he is happy he could help me in one way. Every other day, I meet Jeremy after my 4th period class. He is headed home and I to my next class. We have brief conversation yet it is the highlight of my day. Today, he high fived me, wearing the flannel he wore the other night. My friend sent me a text in my next class. She wrote that her parents are out of town this weekend, and that I should invite Jeremy. Now sorry to spoil it for you, I may not know what the future holds, but there is not going to be any sex, drugs or rock and roll in this story. Well maybe a bit of rock n roll. I immediately send a text to Jeremy, and he is totally willing to spend the night with me. Who knows what the night will consist of, will something further our relationship, or will our friendship become stronger?