Celiac's Disease Essay Example | Topics and Well Written Essays - 1250 words

Celiac's Disease - Essay Example "The incidence of auto immune disorders in the general US population is 3.5 % (The University of Chicago Celiac Disease Center 2)." As per some well informed estimates, nearly 3 million Americans suffer from celiac disease. An average healthy person in the US has roughly 1 in 133 chances of being affected by this disorder. Persons having a first-degree or second-degree relative suffering from celiac disease do often have a more then average probability of being affected by this disease. Most of the patients suffering from celiac disease develop related complications owing to a delayed diagnosis. Thus an early diagnosis of celiac disease is very important as this may significantly reduce the risk of developing further complications (The University of Chicago Celiac Disease Center 2). Though the etiology of celiac disease has not conclusively been established till date, environmental, immunologic and genetic factors have been found to be significant contributors to the disease. The most prominent environmental factor is the association of this disease with gluten. Not only does gluten restriction plays a central role in the treatment of this disease, but the insertion of gluten in the normal appearing rectum and distal ileum of the affected patients results in discernable morphologic changes (Kasper, et al. 1771). An immunologic component to this disease is strongly suspected because of the presence of "serum antibodies- IgA antigliadin, IgA antiendomysial and IgA anti-tissue transglutaminase (tTg) (Kasper et al. 1771)" in the affected patients. Also the patients treated with prednisolone have been found to respond favorably. A genetic factor is certainly associated with this order, since the Caucasians have been found to have a higher prevalence of celiac diseas e as compared to blacks and Asians (Kasper et al. 1771).Though the symptoms of celiac disease may vary from patient to patient, the common symptoms may involve: bloating, abdominal pain, diarrhea, constipation, discolored teeth or loss of enamel, joint pain, significant unexplained weight loss, delayed growth, fractures or thin bones, bulky or loose stools, fatigue, tingling or numbness in the limbs, canker sores, irritability or behavior changes, poor weight gain and missed menstrual periods (National Foundation for Celiac Awareness). Illnesses like: Anemia, depression, Type I diabetes, Sjogren's syndrome, dermatitis herpetiformis, infertility, IBS, peripheral neuropathy, Turner Syndrome, osteoporosis, thyroid disease, juvenile idiopathic arthritis, intestinal cancer, Down syndrome, Williams syndrome, may also be linked to celiac disease (National Foundation for Celiac Awareness).The most credible way of diagnosing celiac sprue is a small intestine biopsy. A biopsy should unexceptionally be performed on the patients exhibiting distinct symptoms of celiac disease, like nutrient deficiency and malabsorption (Kasper et al. 1772). Many a times the patients suffering from celiac disease fail to exhibit any distinct or conspicuous symptoms of this malady. In the recent years, the incidence of asymptomatic cases of celiac disease has been on the rise (Craig et al 1). Thus it is imperative for a

Coursework Example | Topics and Well Written Essays - 500 words - 5

Coursework Example Illustration 1 above shows a Heron’s Fountain schematic drawing. Three major parts of the Heron’s fountain facilitate the functioning of the fountain. In the schematic diagram, there are three components referred as Basins A to C. Joining the basins together are vessels that allow air and fluid pressure to be transferred through. The connection of the parts as shown in illustration 1 show that the apparatus should make use of supporting mechanism in order to hold each component or part to the respective position. With respect to Basin B, the top of the component should be sealed off and then water is poured into the basin. Basin C is left empty and connection hose is hooked to join the two basins/vessels as illustrated in the figure above (illustration 1). Additionally, Basin A is placed above Basin B and a joining hose to Basin B is fitted connecting the two. Basin A and Basin C are connected as well using another hose as shown in the figure above. When water is poured into Basin A, it flows through the hose connecting Basin A with Basin C and collects in Basin C. When the water flows into C, air in C is replaced and hydrostatic pressure results (P2=rho gh2) adding to the primary atmospheric pressure (Patm) of C’s air volume. Following the flow of air from C as result of the Pascal’s principle and forces the water in vessel or Basin B to move up the hose connecting B with A. There is action and reaction between pressure exerted by the air and the primary atmospheric pressure leading to hydrostatic pressure (P1 = rho gh1). Air in basin B and C is compressed and drives the water to shoot from the upper basin thus resulting in a continuous movement of water to run the fountain (Brown, 2010). Heron’s Fountain considered various principles and concepts of physics. Among the most applicable are Pascal’s and Bernoulli’s principles. While Pascal’s principle explains the pressure changes as a

Product extension of procter and gamble

Product extension of procter and gamble The Procter Gamble Company (PG) is one of the worlds largest consumer goods companies. It markets more than 300 brands in the beauty, health, fabric, home, baby, family, and personal care product categories. The company operates in the Americas, Europe and Asia. It is headquartered in Cincinnati, Ohio, and employs about 135,000 people. CORPORATE OBJECTIVES The objective of Procter Gamble is that They will provide branded products and services of superior quality and value that improve the lives of the worlds consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper. (http://www.uk.pg.com/company/aboutPG/purposeValuesPrinciples.html) CORPORATE STRATEGY Procter Gamble (PG), one of the worlds largest consumer goods companies is also a pioneer in the use of mass media. The company has used newspaper advertisements, radio and soap operas to advertise its popular brands like Crest, Pampers, Pantene and Folgers. During 1990-2000, however,  its rate of growth took a plunge. When AG Lafley took over as CEO in 2000, he gave PG a complete makeover with the focus on innovation and advertising. Since 2000, PG has been increasingly embracing targeted, viral and on-line marketing. (http://www.uk.pg.com/company/aboutPG/purposeValuesPrinciples.html) PROPOSED PRODUCT olayLogo87_Jul06.jpg Evolution Olay is a worldwide leader in skin care and have been trusted by women for fifty years. Graham Wulff, an innovative and entrepreneurial South African chemist developed the original formula at the beginning of the 1950s. Olay has eight global product lines offering a multiple of product. Product such as; Olay professional pro-X, Olay Definity, Olay Regenerist, Olay Total effect, Olay complete, Olay hydrate cleanse, Olay clarity, Olay body lotion, Olay touch of sun and Olay body cleansing (http://www.docstoc.com/docs/14719894/Oil-Of-Olay-Products). Skin care is evolving faster than ever with independent clinical trial and new standards in natural and organic cosmetics. Olay evolution will be a combination of Olay total effects (7 seven powerful anti-ageing in one) and Olay Definity (fight wrinkles, brown spot and discolouration). Many consumers want products that offer more than one benefit. So this product is expected to moisturize, fight free radicals and give the skin a more youthful appearance. This product would offer the costumer an ideal combination of the world most powerful skin care solution. Anti-aging is the fastest-growing skin segment, standing at $567.6 million, now representing the biggest category in skin care, surpassing facial cleansers which stand at $559.2 million. (http://www.allbusiness.com/population-demographics/demographic-groups/5517853-1.html) product-landing-definity_v6.jpg product-landing-total-effects.jpg Women are very particular when dealing with their face. They need to be convinced the product will deliver all the promised benefits. Women are willing to try new things and spend more money to look better and younger. Skin care attracts customers from all income level as most women like to take care of their appearance. The increase number of women working equates women with more money to spend and skin care is one of the favourite avenues for their spending. Based on Procter Gamble F4Q10 (Qtr End 06/30/2010) Earnings Call Transcript, Female Skin Care grew volume double digits with positive share trends. In the U.S., Olay all-outlet value share of the Facial Moisturizer segment was up almost two points behind the continued strength of the Olay Pro-X line and the Olay Regenerist Roller ball Eye Treatment innovation. Olay also had strong results in developing markets, more than doubling shipments in India, Saudi Arabia and the Philippines. Organic sales increased 5%, driven by 8% organic volume growth. (http://seekingalpha.com/article/218380-procter-gamble-f4q10-qtr-end-06-30-2010-earnings-call-transcript) Rate of Global skin care market 2002 and 2007 Country 2002 ( £M) 2009 ( £M) US 6,752.2 8,059.2 FRANCE 2,391.1 4,368.0 GERMANY 1,975.1 3,239.3 ITALY 1,440.0 2,340.4 SPAIN 956.4 1,897.9 UK 1,612.7 2,937.6 Source: Euro monitor international Below are the analyses of the business environment to back up the proposal. ANALYSIS OF BUSINESS ENVIRONMENT Every Business operates within an environment, these environments directly and indirectly affects the way those businesses function. Competition in the skin care industry tends to be more intense and there are many changes that can be regarded as threat and opportunity that it is important for managers to cope with. MACRO Political The political environment Relates to the pressures and opportunities brought by changes of the government and their views toward the skin care industry. Each government always have a mandate to regulate the use on non organic ingredients in most skin care product. Economic This Refers to economic factors and structures and such variables like the stock exchange, interest and inflation rates, the nations economic policies and performance, exchange rates, etc. Although PG is based in the US, it earns revenues, pay expenses, own assets and incur liabilities in countries using currencies other than the US dollar. As a result, increases or decreases in the value of the US dollar against other major currencies will affect the companys net operating revenues, operating income and the value of balance sheet items denominated in foreign currencies. Social Middle-aged women are very interested in skin care items that help them retain a more youthful appearance and complexion. Observing social factors helps organisations maintain their reputation among stakeholders. Technological Changes in technology can affect a company competitive position. Industries merge; new strategic groups emerge; currents products improve and the cost of production gets reduced by process innovation. Because the skin care industry is very competitive, the company necessitate taking advantage of the latest technology and revolutionary substances to create new product in order to maintain customers interest and loyalty. Environmental With global warming and carbon foot prints being big concerns, governments and scientists are encouraging companies and individuals to be more environmentally aware. PGs policy is to: Ensure its products, packaging and operations are safe for their employees, consumers and the environment. Reduce or prevent the environmental impact of products and packaging in their design, manufacture, distribution, use and disposal whenever possible. They support the sustainable use of resources and actively encourage reuse, recycling and composting. MICRO Buyer Power;  Consumer products companies face weak buyer power because customers are disjointed and have little influence on price or product. But considering the buyers of consumer products to be retailers rather than individuals, then these firms face very strong buyer power. One good example is the business relationship between wall-mart and PG (see swot analysis). Supplier Power; the company could face some amount of supplier power simply because of the costs incurred when switching suppliers. Notwithstanding, suppliers that do large amount of business with the company also are somewhat obliged to their customers; nonetheless, bargaining power for both the firms and their suppliers is probably limited. Threat of New Entrants;  Given the amount of capital investment needed to enter the skin care industry, the assumption is that threat of new entrants will be fairly low. Threat of Substitutes;  Within the skin care industry, brands thrive in helping to build a competitive advantage, but even the pricing power of brands can be scoured with substitutes. Threats to this product may arise from other anti-aging products such as; Avotone, Revitol, Ceramide C etc. Degree of Rivalry; Skin care industry is a very competitive market, taking advantage of the latest technology and revolutionary substances to create new product in order to maintain customers interest and loyalty will be very important. In doing so it will increase the companys competitive advantage over other top brands like Avon and Nivea Visage. INTERNAL The internal environment constitutes variables and forces within the control of the organisation. These variables are; conditions, entities,  events, and  factors  within an organization which  influence  its  activities  and  choices, its philosophy, particularly the  behaviour of the  employees. Other variables include; the  organisation mission statement,  leadership style, and its  culture. SWOT Analysis; this is a planning method use to evaluate the strength, weaknesses, opportunities and treat to a business. It involves specifying objectives of a business at the same time identifying the internal and external elements that will affect the business both positive and negative in the race to attain its stated objectives. Strengths Weaknesses Leading market position geared on a strong brand portfolio. Significant RD and market investment. Robust cash productivity Increase instances of product recall. Excessive dependant on Wal-mart. High product prices translated into sales volume decline and market share loss. Opportunities Threats Future growth plans- Increase concentration on its core attractive businesses and enhancing its customer base. Increase investment in manufacturing capacity in developing countries. Acquisitions to expand portfolio Counterfeit goods. Changing global retail scenario and rise of private labels. Commodity cost and currency exchange rate. Rising cost of energy prices Economic slowdown in US and Euro zone. (www.datamonitor.com) STRENGTHS Leading market position garnered on a strong brand portfolio With revenues of $79,029 million, PG is the worlds largest consumer products manufacturer, with its products reaching 4 billion people worldwide. PG is the 20th largest company in sales and the 9th largest company in profit among the Fortune 500 companies. The companys market capitalization in 2009 was roughly $150 billion, making it one of the 10 most valuable companies in the US. PG holds leading global market shares in a variety of categories, including baby care (33%), blades and razors (70%), feminine protection (37%), and fabric care (33%). The companys leadership position is built on its strong brand portfolio. Strong brand portfolio enables the company to achieve economies of scale in distribution and retain a strong bargaining position with retailers. Leading market position provides PG with significant competitive advantage as well as stabilizes the companys financial growth Significant RD and market investment. Being a consumer products company, PG relies heavily on innovation and continued marketing investments in order to establish a significant competitive advantage. As a result, the company has made significant investments in RD and marketing. Over the last decade, PG has invested more than $2 billion in consumer and market research (nearly twice that of its closest competitor, Unilever; and equal to the combined total of its other major competitors; Avon, Clorox Company, Colgate-Palmolive Company, Energizer Holdings, Henkel, Kimberly-Clark, LOreal, and Reckitt Benckiser). Virtually, all the organic sales growth delivered by PG in the past nine years has come from new brands and new or improved product innovation. PG also involves external innovation partners to boost its internal innovative capability, an approach it calls Connect and Develop. Currently, more than half of all product innovation coming from PG includes at least one major component from an external partner. PGs strong RD capabilities and a marketing-driven understanding of consumer needs are backed by significant marketing investments. The company invests more than $7 billion in advertising annually, consistently making PG one of the worlds largest advertisers. Strong focus on research and development allows PG to renew its product line at regular intervals, which boosts customer loyalty and revenue growth. Significant marketing investments to support its brands and a broad product portfolio help PG to remain at forefront in a competitive market. Robust cash productivity PGs cash productivity: the percentage of earnings converted into cash has averaged over 100% since 2001, consistently among the very best in the industry. This is primarily due to PGs strong focus on productivity, working-capital management and cost reduction. Furthermore, PG is equally rigorous about managing costs. The company has reduced overhead costs as a percentage of sales by more than 300 basis points since 2001. The cash productivity allows PG to maintain the companys excellent credit rating, to pay strong dividends, and to have the flexibility to invest in the business organically or through mergers and acquisitions. Therefore, robust cash productivity ensures that PG has the flexibility and the resources to invest in growth even in the most challenging environments. WEAKNESSES PG has been registering increasing instance of product recalls. One case in point is in November 2009, the company voluntarily recalled three lots of its Vicks Sinex nasal spray in the US, Germany and the UK. The recall was a precautionary step after finding the bacteria B. cepacia in a small amount of product made at its plant in Gross Gerau, Germany. In March 2010, PG voluntarily recalled its Pringles Restaurant Cravers Cheeseburger potato crisps and Pringles Family Faves Taco Night potato crisps in response to a recommendation from the Food Drug Administration (FDA) to the food industry to protect consumers from potential Salmonella exposure. Most recently in June 2010, PG voluntarily recalled a small percentage of 1-liter bottles of Scope Original Mint and Scope Peppermint mouthwash with malfunctioning child-resistant caps in the US and Canada. Recurrent product recalls could affect the brand image of the company, which would lead to low customer loyalty and brand equity. Excessive dependent on Wal-Mart PG is heavily dependent on Wal-Mart Stores (Wal-Mart) and its affiliates for generating major part of its revenue. Sales to Wal-Mart and its affiliates represented approximately 15% of its total revenue since 2006. High dependence upon a Wal-Mart reduces the bargaining power of the company. Also, Wal-Mart could use its bargaining power to impose unfavourable terms on the company. Any decrease in revenue from Wal-Mart could have a negative impact on the companys businesses. Hence, the loss of this customer will lead to a sharp decline in PGs revenues and also a loss of its market share. OPPRTUNITIES Future growth plans In order to grow in a highly competitive environment, PG is pursuing a clearly drafted strategy with focus on two areas: increasing concentration on its core attractive businesses and enhancing its customer base. The company is sharply focusing on its core attractive businesses (the beauty and health market segments and several household care categories) as these are fast-growing businesses. For instance, the global market for personal care products has annual sales of over $39.5 billion and is growing at a rate of around 5% annually. PG intends to increase its customer base by acquiring under served and unserved consumers. In line with this, the company is targeting developing markets; extending its distribution systems; and expanding its brand and product portfolio. Developing and emerging economies are expected to account for 90% of the worlds population by 2010, and this is expected to drive demand for fast moving consumer goods. Increased investment in manufacturing capacity in developing countries PG is planning the biggest increase in its manufacturing capacity in order to expand into categories and countries where it doesnt have a brand presence. The company is investing 4% of sales in capital spending, including funding for new manufacturing capacity to support future growth. Over the next five years, PG plans to add 20 new manufacturing facilities. Almost all of these facilities are in developing markets, and almost all will be multi-product category facilities. By focusing on developing markets, the company would reduce the cost of serving these markets while also being closer to regions with the greatest long term growth potential. Acquisitions to expand portfolio PG has made significant acquisitions in the recent past. For instance, in June 2009, the company acquired the Zirh skincare brand. Zirh is a leading super premium, male grooming brand available in high-end department stores, specialty outlets and online. Later in May 2010, PG entered into an agreement to acquire Natura Pet Products, a privately-held pet food business. Most recently, in July 2010, the company concluded its purchase of the Ambi Pur Brand from Sara Lee Corporation. Ambi Pur is a leading global air care brand with presence in 80 countries, and also has several toilet care products, with strong presence in Western Europe and Asia. These kinds of acquisitions will strengthen PGs presence across a range of categories and in turn augment its top line and bottom-line. THREATS Changing global retail scenario and rise of private labels PGs products are sold in a highly competitive global marketplace which is experiencing an increased trade concentration and the growing presence of large format retailers and discounters. With the growing trend toward retail trade consolidation, it is increasingly dependent on key retailers. Some of these retailers have a greater bargaining strength than PG. They may use this leverage to demand higher trade discounts, allowances or slotting fees, which could lead to reduced sales or profitability. Commodity cost and currency exchange rate instability places tremendous pressure on PGs business. Not to mention the unexpected and dramatic devaluations of currencies in developing or emerging markets reduce profits. Counterfeit goods Trade of counterfeits and pass-offs products is negatively affecting the growth of FMCG companies like PG. The top two brands within any category be it cosmetics, detergents, or soaps are effected the most by counterfeit. It is estimated that the loss due to counterfeit products convert into around  £6 billion ($8.5 billion). Furthermore, with the advent of digital channels there has been a surge in the sale of counterfeit products and online sales of these products increased by 9% in 2009. Besides revenue losses, counterfeits and pass-offs also affect the companys brand as they are unsafe. (Swot analysis Source: www.datamonitor.com ) The best strategies accomplish an organisation mission by exploiting an organisation opportunity and strength, while neutralizing its treat and avoiding its weakness. Ansoff matrix Ansoff matrix highlight four possible market strategy for the propose product. ansoff_matrix-124013-1.jpeg (http://www.brothersoft.com/ansoff-matrix-124013.html). Product development: as this is a new product in the range, much emphasis will be to offer the product to the existing customer base. Using the competitive advantages and brand image of previous products to lunch the propose product. With the companys focus on advertising, (worlds largest advertisers) it can use the advertising power to push the product to recognition. Sixty percent (60%) of the strategy will be on product development. Diversification: One of the opportunities available to the company is launching into new markets and developing economies. Forty percent (40%) of the strategy will be to launch the propose product in an entirely new market. Market Penetration: this occurs when the company sells its existing product in its existing market, perhaps through greater promotional efforts. As this is a new product this strategy might be considered in the future. Market Development: this occurs when the company tries to sell it existing products in new and emerging markets. This strategy as well might be for future considerations.

Tech Prep Essay -- Technology Education Essays

Tech Prep Although the development and implementation of tech prep education programs have been in process since the initiation of the Carl D. Perkins Act Amendments of 1990, misconceptions about tech prep education still exist. As defined in provisions authorizing Perkins funds for tech prep, a tech prep education program is a combined secondary and postsecondary program that- leads to an associate degree or two-year certificate; provides technical preparation in at least one field of engineering technology; applied science, mechanical, industrial, or practical art or trade; or agriculture, health or business; builds student competence in mathematics, science, and communications (including applied academics) through a sequential course of study; and leads to placement in employment. Tech prep programs are designed to accomplish this agenda through strategies described as "integration," "articulation," and "work-based learning." Although these strategies are reflective of the various tech prep program components, they are diversely interpreted according to the background, education, and experience of those involved in the tech prep initiative. This publication examines some of the myths that have evolved about tech prep and presents the realities of tech prep implementation. Myth: Tech Prep Is an Integration of Academic and Vocational Education Although tech prep is based on the premise that academic and vocational skills cannot be learned in isolation from each other, integration of the two disciplines extends beyond the merging of existing academic and vocational education curriculum. It requires the introduction of new courses, sequenced in an entire program of core curriculum that leads students to d... ...4 (April 1992): 30-31, 53. Boesel, David et al. National Assessment of Vocational Education. Final Report to Congress, Vol III. Program Improvement: Educational Reform. Washington, DC: Office of Research, U.S. Department of Education, July 1994. (ERIC Document Reproduction Service No. ED 371 193) Hull, Dan. Opening Minds, Opening Doors: The Rebirth of American Education. Waco, TX: Center for Occupational Research and Development, 1993. Norton, Robert. "DACUM and Tech Prep: Dynamic Duo." Paper presented at the Mid-America Competency-Based Education Conference, Bloomington, MN, June 1993. (ERIC Document Reproduction Service No. ED 359 339) Stern, David et al. Research on School to Work Transition Programs in the United States. Berkeley, CA: National Center for Research in Vocational Education, March 1994. (ERIC Document Reproduction Service No. ED 369 923)

In the Future Schoolteachers Will Be Replaced by Computers

With the present wide use of computers, in the course of teaching, more and more teachers are in favour of using computers as an aid in teaching their students or in appropriating the latest information from the Internet. However, I am not a believer in the argument that computers may in the future take the place of teachers in teaching students. Firstly, the creators of any education program and software need to be teachers or workers in the education system, or programmers who had previously worked in education.Therefore, although students may learn knowledge by computer, the skills and ideas ultimately emanate from the teaching staff. Secondly, while the computer may offer a correct answer or explanation to students, the comprehension capability of every student varies from student to student, making it is impossible for the computer to offer an explanation catered to a student’s particular level of understanding. However, the teacher is able to undertake this task, as he o r she possesses expertise in teaching.For example, when a teacher discovers that many students cannot understand professional knowledge, he or she may offer explanatory examples. The computer, however, may only analyze a question in terms of a simple right or wrong response. Finally, the teachers are invariably responsible for carrying a dual role. Most teachers act as not only an educator, but also a kind of father or mother-figure in taking care of students in school.The teacher is able to assist parents in solving a child’s mental problems other than imparting daily knowledge. The computer, which is purely an algorithmic electronic device, cannot hope to assist in this regard. In summary, the computer may not play a major role in education in comparison to the benefits of a teacher bestows. However, it is critical that teachers improve their old teaching modes by using computers at some level of educational teaching.

Competency Goal Essay

I as a childcare professional will help to make the facility good for the physical and cognitive abilities of the children. I will help organize and inspire palpable activities perceptive on the children physical improvement affects their intellectual, societal, and sensitivity progress. I will also accommodate contingencies for the adolescence to advance their kinesthesia (senses) by regarding colors, smell aromas, differentiating resonance, feeling and touching an assortment of widgets, and taste different foods. I would plan for them to be able to do activities that involve their cultures like finger painting, making puppets out of brown paper bags, dances and so on and so forth. I will help by setting a strict regimen for the children to follow as when active play, when for silent play and also when for collaborative play, and when to rest. To help promote cognitive development I will plan for little â€Å"brain games†, help by stimulating the brain by making comparisons to the stuff that they like that way they can bring it all to bear and be able to do it on point when asked to. I will also encourage my teachers to use the facility and day to day routines to help promote the growth of their minds and to help the children try to be inventive to the best of their abilities and that they can also learn to think things through and get through all situations with using inventiveness. Also help the children by asking if questions that help make them extend their thinking such as let’s take a look and see if we both can’t find out. Help to neutralize all situations in a day to day basis. I will inspire all the children to describe their involvement and perception of situations that they was involved in. Communication would help to stimulate their social abilities such as I would have many verbal conversations and that I would help to plan for certain outcomes that would setup for a verbal conversation for the children to take part and join in the fun of a verbal account of what they did at home and what they plan on doing tonight or what they did yesterday or what they are doing now and that way they can have the verbal skills needed to accomplish some situations. This is the way I would help to achieve the physical cognitive and communication skills of the children.