How does McDonald's alter its marketing mix between countries a case Essay

How does McDonald's alter its marketing mix between countries a case study of UK and China - Essay Example erm – the performance of marketing strategies is usually depended on the resources available – funds, employees and technology (Luo et al., 2005, 50); however, it is also depended on the cultural and social characteristics and ethics of the targeted market. Through the decades it has been proved that no all firms are able to work internationally; in fact, only those firms that have been able to align their strategies with the ethics and the culture of the targeted market have managed to survive in the specific market – entering a foreign market is not the most difficult part of a relevant marketing scheme (Palich et al., 111999, 587). Another issue is the fact that firms that have been established in countries with totally different social ethics and traditions are less likely to understand – at least on time – the psychology and the needs of consumers in a market with particular culture and ethics (Nakata et al., 2001, 255). Organizational culture is proved at this case to have a decisive role in the ability of a firm to develop the strategies that will be effectively implemented in the targeted market (Armstrong et al., 2009, 34); in this context, marketing schemes that are going to be used for the promotion of p roducts/ services in a foreign market will be going to be successful only if they respond to the characteristics and the needs of local people (Hennig et al., 2002, 230); otherwise they will soon be led to a failure. Current paper focuses on the examination of the ways that McDonalds has altered its marketing mix in order to respond to the needs of two different markets: the British and the Chinese. The identification and the evaluation of the relevant policies is based on two different criteria: the views that have been published in the literature – in relation with the study’s main issue – and the views of consumers in the above two countries. In this context, a detailed literature review has been developed in regard to the structure

Web Content Outlier Mining Through Using Web Datasets Research Paper

Web Content Outlier Mining Through Using Web Datasets - Research Paper Example The amount of knowledge sought by an individual is always very specific. Search of specific knowledge from the huge databases and data warehouses has become an essential need. Knowledge seekers while surfing web content on internet, come across large amount of information which is irrelevant to the subject of search and it is generally referred as web content outlier. This research investigates different methods of extracting outliers from web contents. Using web contents as data sets, it is aimed to find an algorithm which extract and mine varying contents of web documents of same category. Structure of HTML is used in this paper with various available techniques to model for mining web content outliers. Web content outlier’s mining using web datasets and finding outlier in them. In this modern time, the information is overloaded with huge databases, data warehouses and websites. The growth of internet and uploading and storing of information in bulk on websites is exponentia l. Accessibility of information is also made very easy for common man through internet and web-browser technology. The structure of web is global, dynamic, and enormous which has made it necessary to have tools for automated tracking and efficient analyzing of web data. This necessity of automated tools has started the development of systems for mining web contents. Extracting data is also referred as knowledge discovery in datasets. The process of discovering patterns which are interesting and useful and the procedures for analyzing and establishing their relationships are described as data mining. Most of the algorithms used today in data mining technology find patterns that are frequent and eliminate those which are rare. These rare patterns are described as noise, nuisance or outliers. (Data mining, 2011) The process of mining data involves three key steps of computation. First step is the process of model-learning. Second step is the model evaluation and the third step is the u se of the model. To clearly understand this division, it is necessary to classify data. (Data mining, 2011) The first step in data mining is the model learning. It is the process in which unique attributes are found about a group of data. The attributes classify the group and based on it an algorithm is built which defines the class of the group and establishes its relationship. Dataset with their attributes known are used to test this algorithm, generally called classifier. Results produced by the classifier assist in determining minimum requirements for accepting data of the known class. It gives the amount of accuracy of the model and if the accuracy is acceptable, the model is used to determine the similarity of each document or data in a dataset. (Data mining, 2011) The second step in data mining is the model evaluation. Techniques used for evaluating the model depend largely on the known attributes of data and knowledge types. The objectives of data users determine the tasks f or data mining and types of analysis. These tasks include Exploratory Data Analysis (EDA), Descriptive Modeling, Predictive Modeling, Discovering Patterns and Rules, and Retrieval by Content. Outliers are generally found through anomaly detection, which is to find instances of data that are unusual and unfit to the established pattern. (Data mining, 2011) Exploratory Data Analysis (EDA) show small data sets interactively and visually in the form of a pie chart or coxcomb plot. Descriptive Modeling is the technique that shows overall data distribution such as density estimation, cluster analysis and segmentation, and dependency modeling. Predictive Modeling uses variables having known values to predict the value of a single unknown variable. Classification

Management and the Cultural Industries Essay Example | Topics and Well Written Essays - 2750 words

Management and the Cultural Industries - Essay Example Most experts say that larger corporations have the resources to cater to a large target market; it is the smaller independent producers who are responsible for catering to all the individual needs of the community. To understand this concept we will first look at the importance of this sector in the US economy. The US economy has been chosen because it has an abundance of small individual producers as well as large organizations and both have a significant impact on the consumption patterns of the population. Small businesses are generally the driving force behind most local economies. They contribute to the society by selling their products to customers, products that people need. They also provide employment opportunities to people, which can become reasonable career paths and choices. "Small business drives the American economy," said Dr. Chad Moutray, Chief Economist for the Office of Advocacy in a press release. "Main Street provides the jobs and spurs our economic growth. Ameri can entrepreneurs are creative and productive, and these numbers prove it." The cultural workers and their understandings are also very quintessential within the relevant scheme of things because these bring about a vital change in the working dynamics of the business realms and discuss how success could be made a vital part of the organizational setups (Logue, 2001). The argument against this is that large businesses have the financial backing to keep the business profitable even in the face of intense competition. Larger companies are more prepared to take on risk and are prepared to fail. This tendency allows them to make bolder decisions and be more aggressive in tackling opportunities. Successful businesspeople invest in expert advice. As a result, they make better decisions and take the right actions, for what they need to achieve. This investment allows them to not only learn from their past mistakes but make the best possible decisions in the future. Whatever differentiates the large businesses from the small ones, the fact remains that the businesses need to be run in a manner that incites growth, development and productivity across the board. This shall bear a great amount of positive results at the end of the day. Small businesses often are underestimated for the revenue they generate, and therefore they are considered inferior to the large conglomerates. This is however still questionable and we can see how exactly small companies benefit from this increased competition. The small business realms are large ones if they are handled in a proper way. What this implies is the fact that whole-hearted and concerted efforts and endeavors will win the small businesses what they aspire the most, and how success will come about with the advent of change within the technological manifestations which are taking place on a constant basis. How Small Businesses can effectively compete with the Larger Corporations? As we have seen above, the small business sector is really competitive even in this global economy, however now we must identify how this is possible. One of the biggest resources that companies can use is information technology, where companies can seem more professional to their customers. Using proper information technology tools and resources even small business can expand their customer base and carry out business outside their own

Mterials & manufacture 2 Essay Example | Topics and Well Written Essays - 1000 words

Mterials & manufacture 2 - Essay Example Metal matrix composites have been receiving significant attention in recent years, particularly in the area of processing techniques. In many instances the properties of a reinforced metal have been shown to provide a performance advantage over monolithic metal, but the high cost of producing the composite has prohibited widespread commercial use. Of the many potential metal matrix systems, aluminum alloy matrix composites have been the object of much research, primarily due to the light weight, low cost, and ease of fabrication of aluminum. Within the class of Aluminum alloy matrix composites there exist two distinct material systems, namely (i) discontinuously reinforced composites, with the reinforcement taking the form of a particle, a platelet, a whisker, or a chopped fiber, and (ii) continuously reinforced composites, with the reinforcement being a unidirectional or a multidirectional array of continuous fibers. Discontinuously reinforced aluminum alloys have been fabricated by various means, including solidstate processes, such as powder metallurgy techniques (blending of metal and ceramic powders followed by hot pressing) [2], and liquid-state processes, such as compocasting (blending ceramic powder and molten aluminium, agitating and casting) and pressurized liquid-metal infiltration. During this practice work, we had study a Metal Matrix Composite (MMC). This MMC contains 10% of Aluminium oxide or Alumina (reinforcement) and 90% of Aluminium alloy matrix (2618A). The aim of MMC is to improve the properties of this material. Indeed, Aluminium is ductile and Alumina (Al203) is stiff and strong. When we combine these two materials we obtain a composite with better properties. The aim of this laboratory it’s to compare the â€Å"green† density with the sintered density. Moreover, we can see the different structures, between â€Å"green† and sintered density, by an electron microscope available in the

The resistance of a wire varies with its length Essay Example for Free

The resistance of a wire varies with its length Essay To investigate how the resistance of a wire varies with its length Equipment Needed: o power pack o 5 wires o Voltmeter o Length of wire o Ruler o Ammeter o Crocodile clip Circuit Diagram: Prediction: The equation V=IxR is how you find the resistance rate. Im now going to re-arrange it to R= V for this to work the temperature has to stay I Constant or it will not work. So I predict that if I increased the length of the wire the resistance will be increased. So I think that if you double the length of the wire the resistance will be doubled. Method: o Collect the equipment and set up the circuit by measuring the wire o Turn on the power pack. o Slowly increase the power o Connect the crocodile clip onto the copper wire to make the circuit complete. o Using a ammeter to measure the amount of current in the circuit o Using a voltmeter to measure the amount of voltage across the circuit o Record results Repeat this with all the different lengths on the wire. Also on the experiment make sure that you read the meter from directly in front by using parallax. Another thing makes sure that the needle is not moving around this then makes the measurement correct. Fair Test: To make this a fair test Im going to keep everything the same in each test apart from the length of wire. The wire will be the same thickness and material every time. Safety: Its important that the wire does not get to hot that it burns. To prevent this from happening I wont let the current go any higher than 2amps. Preliminary work: Current (A) Measurement (CM) Voltage (V) 2. 0A 10CM 0. 4 1. 5A 10CM 0. 3 1A 10CM 0. 2 0. 5A 10CM 0. 1 Current (A) Measurement(CM) Voltage(V) 2. 0A 90CM Off scale 1. 5A 90CM 3. 4 1. 0A 90CM 2. 5 0. 5A 90CM 1. 0 We decided not to use a current of 2 Amps because it melts the wire. The other thing was we decided not use 90CM because one of the readings was off the scale. Practical Results: Length (CM). Current (A) Voltage (V) Corrected Resistance ( ) CorrectedLength (CM) Current (A) Voltage (V) Corrected Resistance ( ) Corrected Length (CM) Current (A) Voltage (V) Corrected Resistance ( ) Corrected   Our meter read 0. 1V even when no circuit was connected so I had to take this reading off all the results which is why there is a corrected column. Length (CM) Average resistance (ohms) Conclusion: I have noticed that as the length of the wire increases the resistance also increases. This happens because: This all happens because the resistance has doubled like I said in my prediction. I checked this by looking on my graph E. g. 20CM= 0. 44 40CM=0. 88 80CM=1. 76 See each time it has doubled. Evaluation: We found out that there was an error in our voltmeter which meant our first point was on 0. 1. This made our results incorrect which meant we had to re calculate the numbers. We read all our results to one decimal point instead of two. I have an Anomalous point at 20cm. I can see from my results there was a error at 15amps. If I ignore this result and take an average of 0. 5+1. 0amps I get a point that lies on my line. I have shown this on my graph in red. This error accrued by reading the metre wrong. Holly Atkins Page: Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Electricity and Magnetism section.

Write a detailed analysis of the poem Last House especially concentrating on style Essay Example for Free

Write a detailed analysis of the poem Last House especially concentrating on style Essay The poem begins with a dramatic opening. Like the dead march. The use of a simile is effective here because it evokes the notion of finality of death and destruction even before you have finished reading the whole line. The slow beat of destruction is evident throughout the whole of the first stanza. A hum; a waver; a trickle of mortar; a pause; This is reinforced by the poets use of punctuation. The tone created in this stanza is of a melancholy nature and we can sense Fanthorpes regret that the cinema is been torn down. The idea of finality is continued in the second stanza with the phrase This is the last performance. This is emphasised by Fanthorpes use of half-rhyme doubtfully / fall which enacts the disharmony of the destruction of The Regal cinema by hinting at a rhyme which the reader does not get. The tone changes in stanza three to one of nostalgia when Fanthorpe evokes the memories that the crowd has of going to the cinema in the past. She uses onomatopoeic words whistling and yodelling to recreate the excitement of the audience waiting fro the film to begin. The nostalgic tone continues in the fourth stanza as she reminds the reader of the range of cinematic experiences. She uses alliteration, men in macs at matinees to create sordid implications which are emphasised by the regularity. The use of the tactile onomatopoeic word oozing helps create the environment in the cinema when watching a touching film and also establishes the dismal atmosphere of watching the cinema being torn down in the poem. The poem returns to the present in stanza 6 and begins with a question, Where now the oilfields of ketchup, the acres of hair? indicating that something is not right. Fanthorpe questions where the cinema-goers are now going to go all dresses up and with their chips. The final stanza has a haunting tone with use of shades. This is reinforced by the list of famous dead actors Garbo, Garland, Groucho, Welles, Goofy, Wayne which create the image of ghosts. It also possibly suggests that the cinema is now also one of the dead; as once it is torn down, it will no longer exist. The overall intention of the poem Last House, by Fanthorpe is to tell her readers about her feelings as well as describing what she and fellow bystanders saw and the way in which she responds to the scene. I find it interesting how Fanthorpe uses the most appropriate language to achieve the poignant atmosphere of the poem.

Becoming An Efficient Mental Health Counselor

Becoming An Efficient Mental Health Counselor Mental health is a wide subject with many professionals incorporated. Primarily, a mental health professional is charged with the task of offering services which ultimately improve a persons mental health or treat any kind of mental illness. Different professionals exist in the mental health sector: psychiatrists, clinical social workers, clinical psychologists and mental health counselors. Although such practitioners cover the same illnesses, conditions and disorders dealt with by these professionals, depend on the perceived scope of their skills. Some mental health professionals help in the enhancement of relationships while others are charged with the responsibility of treating specific mental illnesses. Different laws guiding the mental health profession, education and training accorded to the professional apportion the scope which a mental health professional is to undertake. This document examines the plans which I will incorporate to become an efficient mental health counselor. Modalities to materialize the ethical issues which form the core basis on code of ethics under ACA will also be addressed. Insights into social change and its effectiveness in the mental health industry will be tackled as well. A comparison between a practicing mental health practitioner and my views will be tabled so will class discussions on professional identity. Literature review Duties of a Mental Health counselor Mental health counseling is a psycho-educational discipline which came into being in the 1970s. Mental Health counselors (MHCs) are charged with the task of providing mental health counseling especially to the patients through incorporating dynamic and holistic approaches which are indeed strength based. The MHCs have excellent educational qualification and knowhow, having achieved this through varied experience in counseling. While other professionals in the mental health docket are excellent in treating mental health illness, the MHCs have been grounded in counseling with emphasis in such areas as developmental theory. More often than not the MHC collects data vital in identifying the mental, behavioral as well as emotional disorders and problems affecting a particular client thereby coming up with modalities to treat the patient (Palmo, 1999). Thus the MHC does not only treat a patients dysfunction on matters regarding self awareness, general body wellbeing as well as personal gro wth but also is concerned with an individuals total environment which plays a major role in making him or her completely healthy. MHCs can thus be described as a cadre of professionals tasked to offer counseling services in mental health centers, learning institutions as well as in hospitals and clinics. The success and significance of this profession cannot be underemphasized. Through the utilization of psycho-educational approach during the counseling process, prevention of mental illness is emphasized and achieved by the MHCs. Instead of medical model a holistic approach based on developmental theory is utilized. Many individual, families as well as groups have largely benefitted from MHCs through treatment of mental disorders as well as emotional imbalances like depression, suicidal impulses, substance addiction, grief as well as self esteem issues confronting them (Crespi Stier, 1997). Developing Professional identity as a MHC When laying the basis in identifying the MHC, several factors come into play since particular professional as well as scientific aspects from the educational, psychological as well as counseling disciplines are used by the mental health counselors. Through the usage of these interdisciplinary attributes, a holistic procedure of promoting health lifestyle and in particular preserving as well as restoring mental health in an individual is achieved. As I establish my professional identity, I intend to use systemic and personal perspectives to bring to attention the contextual attributes and influences present in a persons life which ultimately contribute to mental health illnesses (Palmo, 1999). In undertaking my tasks, I will be more concerned on facilitating total mental-wellness on my clients regardless of the fact that they are suffering from developmental struggles of clinical pathology. Concentrating on the strengths achieved from undertaking several synthesized domains of a clien t will make this move easy to implement. Thus, during my practice as a MHC my focus will not be to cure mental illness in a client, rather I will be seeking to improve the general mental health of individuals through preventing the repeat of such illnesses. Through collaboration with other mental health professionals and working in community settings, I will no doubt improve my effectiveness especially when working with clients who have had a stint in interdisciplinary teams. In order to remain vital and viable in this highly competitive industry, I intend to be responsive to the market needs by being flexible in service provision amid changing mental health industry. When confronted with a psychopathology case, I intend to use the guiding philosophy of this profession which aims at restoring the development of mental health in an individual instead of searching for ways to cure the mental illness. Assisting clients to adequately adapt to the challenges associated with mental illness will also come in handy in enabling me f orge my personal identity in this profession (Seiler Messina, 2002). Ethical principles In the mental health counseling profession five major ethical principles have been advanced to act as major ethical guidelines. As such the ethical guidelines do not primarily address all the issues which confront a MHC in the course of undertaking various tasks. Its through extensive evaluation of the ethical guidelines that assists professionals when confronted with an issue which requires clarification. In this counseling profession, five principles have been advanced: autonomy, beneficence, fidelity, non-malfeasance and justice. Consistent understanding of these ethical principles helps in making it possible for an individual to better function in this profession. Below is a detailed account of how I intend to implement these ethical principles during my practice as a MHC. Autonomy This principle is largely concerned with the moral duty of a counselor to encourage a client practice their independence in regards to decision making procedures. It is the responsibility of a counselor to allow a client be autonomous and act in accordance to their values (Beck, 1999). I will thus make my clients understand the implications of the decisions they are about to make and how such decisions will be perceived in the society they are living in. I will also make sure that the clients understand the possible impact which their chosen activity will cause to other members in the society. In case a client wishes to source support from such networks as religious or spiritual leaders or from family and friends, then I will agree to it as enlisting the help and involvement of other people is vital in ensuring mental health in an individual. A client has the freedom to determine when to quit a counseling session thus I should not coerce them to remain when indeed they want to leave. I will also ensure that I provide adequate information on the progress of the counseling process. I will also pay particular keen interest to underage children and people whose mental handicap is high. This is vital in preventing them make decisions likely to cause harm to themselves or other people. Nonmaleficence Primarily, this ethical principle may be regarded as the most critical in the mental health counseling field. It entails engaging in activities which will not cause any harm to the client. In my practice as a MHC, I will be careful not to engage in any activity likely to cause intended or not anticipated harm to my clients (Crespi Stier, 1997). Sexual, emotional as well as financial exploitation are some of activities which would largely cause harm to my clients. Purporting to be qualified in some areas which I am not, possess danger to my clients. This is especially so when a counselor claims to be qualified professionally in areas he is not. Truthful representation of my qualifications vital in handling mental health challenges is important. The competence of a counselor is determined by educational competence. I will also not undertake to provide services to the clients when intoxicated, sick or when the personal circumstances surrounding myself may elicit a wrong prescription. S ince it is my ethical responsibility to mitigate any danger posed to a client, holding an insurance policy would be handy in assisting in such eventualities which would require restitution due to the harm and damage caused on any client. Abandonment of clients before completion of a counseling session is likely to cause massive harm to a client. As such I will terminate my session as provided for under AMHCA ethical considerations. Thus proper arrangements need be put in place incase interruptions are inevitable like during vacations or illnesses. It is good to refer the client to another MHC who will continue with the therapy. Incase a MHC terminates hisher practice, the stipulated procedure to transfer the clients file and information need be followed. This helps in alleviating any form of danger which would be caused to a client when immediate withdrawal of the counseling services is instituted. Engaging or condoning sexual harassment is not allowed for MHCs because of the harm caused to the clients. Thus instances of sexual solicitation, unethical physical advances or verbal conduct likely to harm my clients will not be undertaken at all. Such advances are not only offensive but they also create a hostile environ ment where efficient counseling and therapy session cannot be undertaken. Other peoples actions can cause considerable damage to my clients. Thus it is my duty to question such activities likely to cause considerable damage to an individual under my care. Beneficence This principle in mental health counseling refers to the counselors responsibility to positively influence the welfare of a client. Thus, the MHCs are required to proactively do good to people thereby preventing occurrence of any form of harm to a client (Seiler Messina, 2002). In upholding this principle in my practice, I will largely be involved in acts of mercy, charity as well as kindness. With love and genuine altruism my diagnosis and counseling will be geared towards complete healing of the clients. Acting for the benefit of others will guide me in putting in place activities which will ultimately contribute to the general wellbeing of the clients. By preventing as well as removing possible harmful setups, I will always help my clients discover and further the interests which they consider important as well as legitimate. This principle will come in handy especially when dealing with clients struggling with suicidal thoughts. My role as a MHC will be to intervene by providing the necessary therapy which will ultimately save the life of the client. Placing the client in a protective environment where the welfare of the client will not be compromised will be vital in saving the life of such clients. Justice This principle involves treating similar people with equal magnitude. A form of fairness must therefore exist when dealing with the patients (Beck, 1999). Clients presenting similar mental conditions need be accorded the same treatment. In my practice, I will ensure that I do not exhibit any form of biasness. The amount of money charged for the counseling sessions will be the same thus I will not exploit my clients on such basis as when they seem like they are from a better social group. I will also tackle the needs of each client as everyone has a right to receiving counseling sessions regardless of their social orientation. Fidelity This principle largely involves a client possessing notions of loyalty and faithfulness to the MHCs. It is important that a client is confident about the competence of the counselor as such a move ultimately makes a lasting relationship to be created (Messina, 1999). In effecting this principle, I will ensure that I do not fail to fulfill the laid down obligations which I have with my clients. In addition, engaging in activities likely to threaten the therapeutic relationship existing between me and my clients will not be undertaken. Being cultural sensitive when solving the clients problem will greatly assist in building lasting relationships with the clients. When diagnosing mental disorders present in a client, use of appropriate diagnosis methods which are efficient is no doubt important. Under this will employ DSM-IV for diagnostic purposes. Before undertaking any assessment, I will ensure that I receive consent from the clients and explain to them the nature and purpose of the test undertaken. Organizations to join Several organizations which cater for the welfare of MHCs have been formed. The American MHCs have formed an association (i.e. AMHCA) where critical impact is accorded to the American citizens through giving insights on the mental health counselors profession. The association assists its members to develop their career owing to the many informative seminars and workshops organized by the association. This ultimately translates into improved service delivery to the clients thereby raising the overall standards of the profession. This association is also working to improve the recognition accorded to the MHCs by perhaps improving the perception of the members of public regarding the practice. By being a member of this association, my success in this field will ultimately be enhanced as vital tools and programs like continuing education and mentor programs are available in this association. Through availing practical resources to the members, the association expands learning and promote s the overall practice of the professionals under this field (Beck, 1999). American Counseling association (ACA) is another body I intend to join. This association has put in place several aspects which are dedicated to promoting the general growth and development of the counseling profession. This ultimately translates into better service delivery to the clients who seek counseling services. This association which was formed in fiscal 1952 represents counselors in all practice settings. I will develop my skills and build on my knowledge base due to the leadership training, advocacy services availed to the members. I may also get a chance to continue with my education. Since this association largely represents the interests of counselors and according to the federal agencies this profession is no doubt developing. National board for the certified counselors (i.e. NBCC) is a counselors accreditation body which I intend to join as well. The association aims at maintaining a certification program geared towards identifying the counselors who have studied and obtained some form of certification. Since a register of the qualified counselors is maintained, this helps in doing-away with quacks from the practice. It is beneficial to members since counselors who meet the professions standards are recognized. Through this membership, I will obtain client referrals thereby boosting my experience and number of clients whom I handle. Incorporating social change in counseling Social change is generally exhibited due to shifts in social structure and relations which were evident in the society. Behavior modification especially for individuals with mental health incorporates such aspects as physical and mental coercion, psychotherapy as well as brain washing in order to make the patient recover and gain more control over their life. When MHCs use behavior modification techniques when counseling individuals with mental health conditions and those with disabling mental conditions considerable aspects of improvement are witnessed. Systematic desensitization which is the mostly used technique in incorporating social change assists the MHCs to offer therapy to individuals with disturbances which have identifiable sources. For instance when a client has extreme fear for the closed places this method works perfectly well. According to a professional MHC that I had a chance to interview, he suggested that Biofeedback is the most effective method of using when treat ing disturbed minds. Information regarding a problem affecting a person is given to the therapist who then monitors it through the use of a mechanical device. Desirable rewards may then be provided to the client so as to influence positive behavior (Seiler Messina, 2002). By constantly monitoring the information given, a therapist is able to develop a treatment technique which will work best for a particular client. It is also easy to use especially in different settings. The MHCs first decide on what an individual can do in order to remodel the problem. A treatment program is then devised so as to change the mental condition. Proper record keeping is vital in order to monitor the progress of the client and in case the chosen methodology proves ineffective the MHC is advised to discontinue its usage. Discussions on professional identity Having held several discussions with my fellow classmates of issues regarding professional identity of MHCs important information was realized. Since professional identity incorporates the various ways in which and individual seeks to incorporate the statuses and roles he is undertaking and experience acquired when undertaking mental health counseling ,a coherent image of the individual is realized. Since professional identity is shaped by the principles that we choose to know and the manner in which we choose to know them, then every MHC should choose the kind of identity he will uphold. It is the identity chosen which determines the kind of people chosen to interact with. Through participation in the activities and affairs of the mental health counselors profession, a practitioner is able to build on their professional identity since mutual engagement as well as shared repertoire is achieved (Messina, 1999). Affiliation to professional organizations helps to build on vital connecte dness based shared histories as well as experiences of the MHCs which ultimately shape the professional identity of individuals in this field. People develop their professional identity as a result of the identities they uphold with the people in a given profession. Since a significant need to distinguish between the MHCs from other counseling professionals like social workers, psychiatrist as well as nurse practitioners joining the MHCs associations will greatly assist in forging the professional identity of these professionals. Conclusion MHCs have masters level qualifications in counseling and the profession is based on theory and practical orientation of behavioral sciences. In order to fully qualify to be a qualified MHC then at least 60 credit hours must be dedicated to achieving specific coursework as well as supervised experience. Mental health counseling is no doubt amongst the youngest human service profession which was greatly popularized in the 1970s by the professions who were seeking for visibility and recognition in this discipline. The distinguishing aspect of this profession lies in the use of multifaceted aspects of an individual in order to restore or better still strengthen the mental health of an individual. Thus the MHC contributes significantly in enhancing the vitality and vigor of a persons mental health thereby completely sustaining the general wellbeing and soundness of a person. Unlike a major misconception that mental health counseling enables a person suffering from a mental illness to bett er cope with their situation, MHCs employ holistic attributes geared towards preventing a person from being incapacitated by a mental condition (Crespi Stier, 1997).