MARKETING (Advertising and marketing communications)

A ________________ is an agency document that acts as a “roadmap or platform for creatives to help them understand who the target is, what motivates them and what is unique about their brand to develop the creative campaign.

The three key elements of advertising are to _______________, _________________ and __________________.

Part of the creative communication brief that addresses the personality or brand character of the brand and the campaign is called the ______

An analysis of a brand containing the elements of the company, category, competition and consumer is called the ________analysis.

__________ Research provides you with an opportunity to observe, first hand, what life is like from the consumers point of view…best way to study and record human culture.

_______________ is the grouping of consumers into market segments on the basis of feelings, lifestyles, hobbies, attitudes, beliefs, values, etc.

Name four of the different types of positionings ___________, ____________, ___________, ______________.

In terms of strategic creative approaches, the ___________________ approach is based on an informational message that touches the mind that is very often heavy handed and in your face commercials.

A _______________________ is the person responsible for managing all tangible/intangible characteristics of a brand.

One look and consistent messaging for all marketing across all media i.e. TV, print, Internet, mobile, etc. is a key characteristic of __________________________

This ________________ thinking is defined by intuitive, holistic, artistic, and emotionally expressive thinking?

The AIDA Model helps us understand the consumer buying process. The process includes the steps of ____________________________

_______________ is the Art & Science of identifying groups of consumers with similar needs and wants.

The ____________in developing creative campaigns consists of an emotional appeal and response based on attitudes. moods & feelings

The best way to uncover consumers attitudes towards their product or service is to uncover the why and what motivates them is called ____________ research

A ______________ is a perception that consists of both intangible and intangible elements

Which type of segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth ____________

The energizing and driving force that not only activates consumer behavior but also provides purpose and direction to their purchase decisions is known as__________

Mass marketing is ineffective because _____________________________

We are all influenced by ___________ groups in our consumer behavior and decision-making process like

Brands need to understand different kinds of segmentation. One important factor is to know that people change over time as they get older. This is known as _____________

Identifying a group of people for which a brand designs a marketing mix intended to meet the needs & wants of that group is known as _____________________

___________ is the process where any individual selects and interprets stimuli into a personal meaningful picture

The ____________department within the agency conducts, surveys and focus to understand the consumer for the development of advertising.

Prestige, status, and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs? ____________

The type of segmentation that helps marketers determine the consumers need for products and provides information i.e. factors such as: age, income, geographic area, education, etc. is called _______________

Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement? __________________

We have discussed in class the different ways that a brand develops its positioning that forms the basis for an advertising campaign. What does the brand base its unique positioning statement that is different from other brands? _____________________-

The “Place” a brand occupies in consumer’s mind belongs in a definition of ________________

The _______________ team within the agency is responsible for the development and production of the advertising and communications material.

_________________ is the stage in the consumer decision-making process in which consumers sort out products on the basis of tangible and intangible features.

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"? _____________

Background research that uses published information about the company’s company, category, competition and consumer is known as _______research

What type of thinking does not make for Great Creative work? __________________

________ is the total of learned beliefs, values and customs that regulate consumer behavior

The ___________________________________matches the right audience to right message. in right medium to reach audience.

An ad may be entertaining but if it isn’t relevant to the advertising strategy & based on consumer needs IT WILL FAIL. Within creativity, this is known as __________________________

Read this excerpt from Plato's Republic and then consider this question:

Glaucon argues that people will always act unethically if there is no chance of being caught. Do you agree or disagree?

Note: Gyges' ring is like the ring that Frodo carried in The Lord of the Rings. It gives invisibility.

_______________________________________________

The Ring of Gyges, from Book II of Plato’s Republic.

Instructor’s note: This is part of a dialogue between Socrates (who represents Plato’s view) and Glaucon (Plato’s older brother). Earlier in the dialogue, Socrates has given an argument about the nature and importance of justice. The character Glaucon disagrees with Socrates, and this excerpt is Glaucon’s speech regarding the nature of justice.

Now that those who practice justice do so involuntarily and because they have not the power to be unjust, will best appear if we imagine something of this kind: having given both to the just and the unjust power to do what they will, let us watch and see whither desire will lead them; then we shall discover in the very act the just and unjust man to be proceeding along the same road, following their interest, which all natures deem to be their good, and are only diverted into the path of justice by the force of law. The liberty which we are supposing may be most completely given to them in the form of such a power as is said to have been possessed by Gyges the ancestor of Croesus the Lydian.

According to the tradition, Gyges was a shepherd in the service of the king of Lydia; there was a great storm, and an earthquake made an opening in the earth at the place where he was feeding his flock. Amazed at the sight, he descended into the opening, where, among other marvels, he beheld a hollow brazen horse, having doors, at which he stooping and looking in saw a dead body of stature, as appeared to him, more than human, and having nothing on but a gold ring; this he took from the finger of the dead and reascended. Now the shepherds met together, according to custom, that they might send their monthly report about the flocks to the king; into their assembly he came having the ring on his finger, and as he was sitting among them he chanced to turn the collet of the ring inside his hand, when instantly he became invisible to the rest of the company and they began to speak of him as if he were no longer present. He was astonished at this, and again touching the ring he turned the collet outwards and reappeared; he made several trials of the ring, and always with the same result-when he turned the collet inwards he became invisible, when outwards he reappeared. Whereupon he contrived to be chosen one of the messengers who were sent to the court; where as soon as he arrived he seduced the queen, and with her help conspired against the king and slew him, and took the kingdom.

Suppose now that there were two such magic rings, and the just put on one of them and the unjust the other; no man can be imagined to be of such an iron nature that he would stand fast in justice. No man would keep his hands off what was not his own when he could safely take what he liked out of the market, or go into houses and lie with any one at his pleasure, or kill or release from prison whom he would, and in all respects be like a God among men. Then the actions of the just would be as the actions of the unjust; they would both come at last to the same point. And this we may truly affirm to be a great proof that a man is just, not willingly or because he thinks that justice is any good to him individually, but of necessity, for wherever anyone thinks that he can safely be unjust, there he is unjust. For all men believe in their hearts that injustice is far more profitable to the individual than justice, and he who argues as I have been supposing, will say that they are right. If you could imagine any one obtaining this power of becoming invisible, and never doing any wrong or touching what was another's, he would be thought by the lookers-on to be a most wretched idiot, although they would praise him to one another's faces, and keep up appearances with one another from a fear that they too might suffer injustice.

Information Systems at McDonald’s McDonald’s Corporation (McDonald’s), a US-based global hamburger and fast food restaurant chain, had installed several Information Systems to for the operational convenience of its employees and to help them in their decision making. It had implemented these information systems to store and leverage customer information, provide quick service to the customers, impart training to its employees, etc. These systems were used to make it more convenient for customers to buy food through electronic payments. Also, an effective customer relationship management strategy was implemented to retain customers. In 1948 the brothers became disaffected by this style of restaurant, the pressures of a full menu, and the hassle of managing staff, and so decided to scale down the operation. They developed the idea of an 'assembly line' whereby a reduced menu (consisting only of hamburgers, cheeseburgers, French fries and drinks) could be cooked cheaper and quicker, which would hopefully lead to a higher turnover of customers. And so, it was, on 12 December, 1948, that the new revamped McDonald's Restaurant opened, and Richard McDonald cooked the first McDonald's hamburger. As of 2017, McDonald’s was one of the world’s largest restaurant chains. The company had its roots in a small fast food joint started by two brothers named Richard James McDonald and Maurice James McDonald in San Bernardino, California in 1940. A businessman Ray Croc was associated with the rapid growth of the fast food retail chain in the US and globally in the subsequent years. It took 33 years for McDonald’s to open its first 10,000 restaurants. While it touched the 20,000-restaurant mark in mid-1996, the total surpassed 23,000 by the end of 1997. McDonald’s celebrated its 50th anniversary on April 15, 2005... McDonald’s controlled many of its self-operated and franchised restaurants globally, managing the marketing, restaurant operations, HR, real estate development training, as well as quality control. As a consequence, the network was huge and the amount of information was massive. The company encountered many challenges in developing and preserving the information needed for effective decision making. To solve this problem, McDonald’s developed Information Systems to maintain and leverage the customers’ information across the globe. Decision support system is used to model data and make quality decision based on the data, making the right decision is usually based on the quality of the data and one's ability to analyze the data, Decision Support Systems are usually computer applications with a human component. They can sift through large amounts of data and pick between the many choices and supports the non – routine decision" McDonalds implemented the use of wireless internet in their restaurant in order to gather information about certain categories such as customer practice, length of stay and sales’ levels that are then later studied and analyzed with the help of the Decision Support System to come up with a decision that could help in the betterment of the restaurant. Analysts felt that erratic electric power supply would pose a challenge to the functioning of the McDonald’s restaurants as the total information systems relied on power supply. Another challenge was the staff lacking technical knowledge in case of information system failure. McDonald’s used Information Systems to increase efficiency and deliver quality food to its customers with advanced technology so that the food would be fresher, tastier, and hotter each time they delivered it. The Information System was also leveraged to decrease the effort, cost, and time involved in the procedures. Answer the Following Question. 1. Draw a SWOT analysis matrix including 2 points for each factor. Identify what strategic role IS will play for McDonald. 2. Discuss and debate the importance of information systems for an organization like McDonald’s and what strategies did they apply to have solutions. 3. Besides putting a new system, what else McDonald do to improve its decision-making process and their staff lacking technical knowledge. 4. Which factor/s in the IT acceptance would be the most important for employees to accept and use the new system?

Japan’s government rebuked the Tokyo Stock Exchange and one of the country’s biggest brokerage firms Friday after a typing error caused Mizuho Securities Co. to lose at least 27 billion yen ($225 million) on a stock trade. The error roiled the Japanese market, while jitters over the reliability of the exchange’s trading system contributing to a 1.95 percent drop in the benchmark Nikkei 225 index Thursday. The Nikkei rebounded 1.45 percent Friday to finish at 15,404.05, but the mishap triggered concern among some traders just a month after an embarrassing glitch at the Tokyo exchange shut down the market for almost an entire day. The trouble began Thursday morning, when Mizuho Securities tried to sell 610,000 shares at 1 yen (less than a penny) apiece of a job recruiting firm called J-Com Co., which was having its public debut on the exchange. It had actually intended to sell 1 share at 610,000 yen ($5,041). Worse still, the number of shares in Mizuho’s order was 41 times the number of J-Com’s outstanding shares, but the Tokyo Stock Exchange processed the order anyway. Mizuho says it tried to cancel the order three times, but the exchange said it doesn’t cancel transactions even if they are executed on erroneous orders. By the end of the day, Mizuho Securities — a division of the nation’s second-largest bank, Mizuho Financial Group, Inc., had lost at least 27 billion yen ($225 million). That total could rise, however, Mizuho Securities spokesman Hideki Sakuma said Friday, adding that the mishap was sparked by human error. Japan’s Financial Services Agency, the country’s financial watchdog, began an immediate probe into what went wrong and how to prevent a repeat. “In order to maintain the credibility of the Tokyo Stock Exchange, I very strongly want this issue to be resolved quickly,” Economy and Banking Minister Kaoru Yosano told reporters Friday. “The first thing for the Financial Services Agency to do is to determine what happened in detail. Based on that, we will decide what is needed based on the rules and regulations.” “We need to think more about putting safety measures in place to prevent confusion,” Prime Minister Junichiro Koizumi told reporters Friday. Chief Cabinet Secretary Shinzo Abe said the Finance Ministry was working with Mizuho and the Tokyo Stock Exchange to formulate countermeasures for the future. J-Com’s shares debuted at 672,000 yen ($5,600) on the Tokyo exchange’s Mothers market and plunged to 572,000 yen ($4,767). But a big buy bid placed after Mizuho Securities’ sell order helped lift J-Com to 772,000 yen ($6,433) at the close. According to a Ministry of Finance filing, Morgan Stanley ended the session with a 31.2 percent stake in J-Com. The Tokyo Stock Exchange suspended trading of J-Com on Friday, but declined to specify how it will sort out a mess created by the botched order. But news reports have suggested the exchange may cancel the order through penalty payments, borne by Mizuho. Many of the sell orders have yet to be carried out, meaning further trading could “cause instability in the market,” the exchange’s managing director, Tomio Amano, said at a news conference. The botched trade comes at a sensitive time for the Tokyo exchange, which has surged on record volume, spurred by buying from foreign investors. For Mizuho Securities, the news is even worse. Mizuho Financial Group said it would fully back its security arm’s losses from erroneous trades of J-Com. But the red ink could wipe out Mizuho Securities’ profit of 28 billion yen ($233 million) for the fiscal first quarter that ended in March.

please discuss how the trading system in the Tokyo Stock Exchange could be revised to prevent such mistake and loss from happening in the future? (If you think it can not be prevented, why?) Please list your suggestions systematically, e.g. using 1,2,3, etc.

Logan is a 7 year old boy who was taken to the hospital for possible overdose. After arriving and treatment it was determined that the boy took his mothers suboxone. She cannot account for her were abouts when he took the drug and does not know how much he took or how he got it. Since, he has been removed from the care of his mother and placed in the care of his grandmother (his dads mother). His father is incarcerated for drug possession and manufacturing drugs and has been for the majority of his life. His mother failed her drug screen for drugs not prescribed from DSS when they arrived to the hospital. His mother is unemployed and cannot seem to hold a job. Logan and his mother live with his mothers grandmother, logans great grandmother. She is 80 years old. His great grandmother is the one who takes on all duties of parenting due to his mothers drug addiction. He sleeps with his great grandmother at night and she takes him to and from school and extracurricular activities. She fails to discipline him because he is stronger than her and she feels guilty because of his parents. Due to the fact that his mother lives in the home he has been placed out of the home with the closest relative.

Logan is suffering academically and acting out emotionally. He is not controlling his emotions and cries every morning after drop off. Logan responds positively to the assistant principal, who is a Male. He is able to calm Logan down and helps him one on one. He is having anger outbursts during class and refuses to participate in certain activities. He does not seem to have much of an appetite at school or at home. He has been bullying other kids at school and is also getting bullied because of his situation at home. His grandmother has set rules that she expects him to follow. She has created a chore chart for him and if he completes the tasks listed he gets rewarded. Logan is not use to this type of structure. He is struggling to complete simple tasks like making his bed in the morning and picking his clothes up out of the floor. This is all new to him because his great grandmother did everything.

Logans grandmother is trying to make a bad situation bearable, but she is struggling. She has been active in working with his caseworker, assistant principal and school counselors to try to find solutions to his behavior. His great grandmother is trying to stay involved and help without involving his mother in the process. She is also allowing supervised visits by the caseworker with his mother in hopes of reunification one day. At this point, nothing is working. Logan still seems emotionally unstable and is acting out. His teachers have reported that on the days of his visits with his mother, his behavior gets more aggressive. He does well when its library day for his class and is making strides reading, but suffering in all other areas.

I have to reply to the post above based off the criteria below. I am struggling quite a bit.

Use 1 theory from Chapter 1 (Freud, Erikson, Piaget, learning theory, bioecological theory, or nature vs. nurture). Demonstrate how the theory can help explain the presenting issue in the case.

From Chapters 2 and 3, identify 1 element of brain development, stress response, or cognitive development that is relevant to the case and explain why.

From Chapter 4, discuss the influence of parenting style or attachment in your classmates’ case.

Conclude by suggesting 1 environmental modification that would be useful as an intervention to this case.

The book required is The Life Span: Human Development for Helping Professionals 4th Edition Patricia C. Broderick

Bharat Heavy Electricals Limited Concentrates on the Power Equipment Industry Bharat Heavy Electricals Limited (BHEL) is India’s largest engineering and manufacturing enterprise, operating in the energy sector, employing more than 42000 people. Established in 1956, it has established its presence in the heavy electrical equipment’s industry nationally as well as globally. Its vision is to be ‘a world class enterprise committed to enhancing stakeholder value’. Its mission statement is: ‘to be an Indian multinational engineering enterprise providing total business solutions through quality products, systems, and services in the fields of energy, industry, transportation, infrastructure, and other potential areas’. BHEL is a huge organization, manufacturing over 180 products categorized into 30 major product groups, catering to the core sectors of power generation and transmission, industry, transportation, telecommunications and renewable energy. It has 14 manufacturing divisions, four power sector regional centers, over 100 project sites, eight service centers and 18 regional offices. It acquires technology from abroad and develops its own technology at its research and development centers. The operations of BHEL are organized into three business sectors of power, industry and overseas business. Besides the business sector departments, there are the corporate functional departments of engineering and R & D, human resource development, finance and corporate planning and development. BHEL’s turnover experienced a growth of 29 per cent, while net profit increased by 44 per cent in 2006-07. BHEL has formulated a five-year strategic plan with the aim of achieving a sustainable profitable growth. The strategy is driven by a combination of organic and inorganic growth. Organic growth is planned through capacity and capability enhancement, designed to leverage the company’s core areas of power, supported by the industry, transmission, exports and spares and services businesses. For the purpose of inorganic growth, BHEL plans to pursue mergers and acquisition and joint ventures and grow operations both in domestic and export markets.

BHEL is involved in several strategic business initiatives at present for internationalization. These include targeting the export markets, positioning itself as a reputed engineering, procurement and construction (EPC) contractor globally, and looking for opportunities for overseas joint ventures. An example of a concentration strategy of BHEL in the power sector is the joint venture with another public enterprise, National Thermal Power Corporation, to perform EPC activities in the power sector. It is to be noted that NTPC as a power generation utility and BHEL as an EPC contractor have worked together on several domestic projects earlier, but without a formal partnership. BHEL also has joint ventures with GE of the US and Siemens AG of Germany. Other strategic initiatives include management contract for Bharat Pumps and Compressors Ltd. and a proposed takeover of Bharat Heavy Plates and Vessels, both being sister public sector enterprises. Despite its impressive performance, BHEL is unable to fulfil the requirements for power equipment in the country. The demand for power has been exceeding the growth and availability. There are serious concerns about energy shortages owing to inadequate generation and transmission, as well as inefficiencies in the power sector. Since this sector is a major part of the national infrastructure, problems in the power sector affect the overall economic growth of the country as well as its attractiveness as a destination for foreign investments. BHEL also faces stiff competition from international players in the power equipment sector, mainly of Korean and Chinese origin. There seems to be an undercurrent of conflict between the two governmental ministries of power and heavy industries. BHEL operates administratively under the Ministry of Heavy Industries but supplies mainly to the power sector that is under the Ministry of Power. There has been talk of establishing another power equipment company as a part of the NTPC for some time, with the purpose of lessening the burden on BHEL.

1) BHEL is mainly formulating and implementing concentration strategies nationally as well as globally, in the power equipment sector. Do you think it should broaden the scope of its strategies to include integration or diversification? Why?

2) Suppose BHEL plans to diversify its business. What areas should it diversify into? Give reasons to justify your choice.

answer must be 500 words and above

This assignment involves controlling the number of nursing hours at VMH. You will work with Lee Jordan, Director of Medical/Surgical Nursing. VMH employs over 500 people in nursing, both full and part-time, and has an annual nursing budget of $5,000,000. Nurses must always be present at VMH-three shifts daily, seven days per week, 365 days per year. VMH is seeking a 5% reduction in the nursing FTE (full-time equivalents).

"Good morning. I'm Lee Jordan. I'm pleased that you will be working on this assignment. I look forward to someone like you familiar with statistical process control techniques to help me in controlling the nursing department's operations. The Med/Surgical unit has 38 employees, of which 25 are registered nurses (RNs), while the remaining 13 are nurse assistants or unit secretaries. The 38 employees represent the equivalent of 28 FTEs. Each employee is budgeted for a predetermined number of hours. It is particularly costly when employees budgeted for 80 hours per pay period work additional time because they must be paid overtime wages. Currently, five RNs, two Nurse Assistants, two Unit Secretaries/Nurse Assistants, and one department secretary, are budgeted for 80 hours per pay period. We also have access to an in-house nursing pool (the "Float Pool") for additional staff when needed."

"VMH has budgetary and productivity goals that I must consider when staffing the units. Productivity is measured in nursing hours per patient day (NHPPD). We currently operate at an actual NHPPD of 8.74 hours. The target NHPPD is 8.00. Before I change staffing, I like to discuss changes with the staff. The turnover rate in hospitals is very high to begin with, so I prefer talking with the staff about any proposed staffing changes."

"You can think of the nursing department as a "process" whose performance in terms of nursing hours per patient per day (NHPPD) is subject to variations over time. I have the NHPPD data (select Medical Surgical Dept) for the past three months. I want you to analyze this data and come up with some specific suggestions. Also, since you are applying statistical process control techniques, I want you to help me respond to the queries on quality and process control issues from the staff in other departments. Please look at Will Hartman's Data on Billing Errors (select Billing Office), Doug Jennings' Data on Patient Surveys (select Quality Improvement Teams), and Margot Hamilton's Data on Room Cleaning (select Human Resources) and give me some recommendations."

1. Develop a confidence interval for FTEs within which the Medical/Surgical Unit will be efficient and will maintain quality at least 95 percent of the time (z = 1.96).

2. Examine the data and determine whether Jordan is really in control of nursing hours. If not in control, explain why.

3. Describe how the Medical/Surgical Nursing Unit can bring the nursing hours per patient day (NHPPD) down to 8.00. What arguments would you use to persuade the staff to buy into having a target NHPPD equal to 8.00?

4. Using your knowledge of process control charts, suggest how Lee should respond to the other three statistical problems. For any control charts that you develop, you are told to use a z value equal to 3.

A) - Will Hartman, in the Business Office has tracked billing errors for the past 21 weeks. Based on this data, determine control limits for billing errors. Explain any concerns you have about using the percentage of bills with errors as a valid measure for this analysis.

B) - Analyze trends in patient surveys about the meals served at VMH. Doug Jennings, in Dietary, thinks the number of OUTSTANDING responses has been declining, but he is not certain if that decline is statistically significant.

C) - Margot Hamilton, in Housekeeping, has tracked defects in room cleaning. Interpret the data and determine whether or not corrective action is required.

Scenario
Five-year-old Thomas is looking forward to starting kindergarten in the next few weeks. As a last summertime activity, his parents take him and his four older siblings to the county fair to enjoy the rides and see the animals. While at the fair, the family snacks on the fair food, drinks lemonade and soda, and wanders through the barns to visit with the horses, cows, sheep, goats, and chickens being kept there for the week.

Signs and Symptoms
Three days after the fair, Thomas and two of his sisters start to complain about feeling sick. Within a day, the entire family has severe stomach cramps, vomiting, and diarrhea. Over the next few days, the rest of family gradually starts to feel better, but not Thomas. His diarrhea continues and becomes tinged with blood.

His mother takes him to the family physician, who notes that Thomas is pale and anemic. He asks Thomas to try to "pee in the cup" for a urine sample, but Thomas says he cannot pee. The physician tells the family to go immediately to the hospital.

At the hospital, Thomas was diagnosed with acute renal failure and catheterized for a urine specimen. Samples of blood and stool were also collected and sent to the clinical lab.

Testing
The fecal specimen was plated on several types of differential and selective media, including MacConkey Agar and ChromAgar 0157, a selective and differential medium specifically for Escherichia coli 0157:H7, a pathogenic strain of E. coli.

Question 2: MacConkey Agar contains lactose as the differential agent. Lactose-fermenting bacteria (like E. coli) produce pink-colored colonies and non–lactose fermenting bacteria (S. dysenteriae) do not. What does the MacConkey Agar culture result shown here indicate about the bacteria isolated from Thomas’s stool?

"Mauve"-colored colonies were observed on the surface of the ChromAgar 0157 agar plate, which is a positive test result for E. coli 0157:H7. This strain and others like it are also known as enterohemorrhagic E. coli (EHEC) or Shiga toxin-producing E. coli (STEC).

Question 4: E. coli is a human commensal that normally does not cause disease. Why is the lab reporting E. coli as the cause of Thomas’s disease?

E. coli 0157:H7 is different from commensal strains because it produces a toxin, called a verotoxin or Shiga toxin, that destroys small blood vessels, such as those found in the glomeruli of kidneys.

This toxin is the product of the stx gene. There are two variants, stx-1 and stx-2. The Stx-2 toxin is 400 times more toxic than Stx-1. Serological or DNA tests for the toxin are confirmatory for STEC.

PCR was done using primers specific for stx DNA. The primers amplify a DNA fragment approximately 900 base pairs long. PCR products were separated by gel electrophoresis, along with a 100 bp DNA ladder for size comparison. On the gel shown here, the largest fragment in the ladder is 1,000 bp, and the smallest is 500 bp.



Question 5: What do the results of the PCR analysis show?

To determine which variant of the toxin the bacteria were producing, restriction fragment length polymorphism (RFLP) analysis was also done, using two restriction endonucleases, AccI and HincII. Using these enzymes, the expected restriction fragment lengths for the two gene variants are:
Sxt-1: 705 bp, 158 bp, and 32 bp
Sxt-2: 555 bp, 262 bp, and 62 bp



Question 6: What do the results of the RFLP analysis show?

Diagnosis
Based on the lab report, Thomas’s diagnosis was changed to hemolytic uremic syndrome (HUS) caused by an infection with E. coli 0157:H7, which is the most common strain of STEC.

Question 7: The "A" subunit of the Stx toxin inhibits protein synthesis and induces apoptosis. How could this lead to the massive tissue damage seen in HUS?