Explain the relevance of marketing concept to the 21st century Essay - 2

Explain the relevance of marketing concept to the 21st century business of Boots - Essay Example Marketing develops an important link between the material requirements of a society and economic models of response. Marketing generally satisfies the wants and needs through significant long term relationship and exchange process. Leading organizations are implementing several effective marketing tools in order to increase their core competencies and market share (Masterson and Pickton, 2010, p.499). The organization achieves financial success based on their core marketing ability. Effective marketing strategy creates demand for the product. Marketing concept is the key ingredient of marketing. The essay will explain the significance of marketing concept to the boots’ business in this 21st century. Marketing Concept It is important for the organizations to understand the facts and significance of marketing concepts before implementing any marketing strategy. Effective understanding of marketing concept helps the organizations to develop effective marketing strategy based on t he current market demand and customer preferences. Marketing concept is an important management philosophy that helps an organization to achieve organizational goals and objectives through the stated customer recognition and satisfaction and intangible needs and wants of customers (Drummond and Ensor, 2005, p.51). Marketing concept can be classified into two different approaches, such as earlier approaches and contemporary approaches. The marketing orientation developed from traditional marketing orientations like product orientation, production orientation, selling orientation. On the other hand, contemporary marketing concept approaches majorly focuses on relationship management or relationship marketing that includes industrial marketing, customer approaches and business marketing (Shanker, 2002, p.268). The leading organizations in this 21st century are trying to implement social marketing strategy in order to focus on the society benefits. Earlier the marketers used to follow t raditional marketing concepts namely product marketing, production marketing and selling marketing. In 20th century the organizations implemented traditional marketing strategy due to low competitive market and lack of diverse market demand. After the Second World War several organizations tried to expand their business operations in various global market places due to globalization. On the other hand, the market demand and customer’s preference significantly increased due to diversified business practices of several organizations (Wheelen and Hunger, 2011, p.121). Now-a-days, various organizations are competing with each other for their products of a similar segment to secure effective market share. Therefore, people are consuming products of different brands based on the quality and prices of products and services. In 21st century, the organizations are trying to implement several unique marketing strategies based on the market demand and customer preference to attract the customers towards their products and services. In this modern era, the organizations are trying to implement holistic marketing concept in order to achieve significant competitive advantages (Pride and Ferrell, 2004, p.78). This marketing concept is based on design, development and implementation of several marketing programmes, activities

Retaining talented workers Essay Example | Topics and Well Written Essays - 500 words

Retaining talented workers - Essay Example The current economic crisis also increases the probability of talented employees moving to bigger and more established companies. This paper will assess different ways of employee retention and reduction in the turnover over talented professional. In specialized professions such as engineering which have a demand; employers have to ensure that their employees are given a well structured career path and the ability to advance in their role both for the company and their personal growth. Many employees often leave when they feel they do not have the possibility to reach higher standards both financially and professionally as they are often kept stagnant in their career. Talented employees are always looking to improve their role and financial position hence, the first aspect that can be implemented involves bonuses depending on the duration which one has been employment. Money may not be the central motivation for all employees; however, it also has a role to play in keeping the employees satisfied. A survey was carried out among middle aged managers to assess the different factors which determine whether they stay or leave company. The following factors were found to be the most relevant: challenging and interesting work, ability to meet personal commitments, good relations with the owners, good culture and values and the opportunity for career development. Career planning is an aspect which the organization can use to help an individual remain with the company and at the same time improve his professional status. One of the main focuses of career planning is to aid employees and enable them to match their personal aspirations to what the company can realistically offer them. One way to do this is by facilitating career growth through assisted education. This enables the employee to increase his qualifications throughout his or her career and hence enables him or her to occupy higher posts within the company. The company benefits

Graduate Accounting Capstone - Accounting and Audit Enforcement Research Paper

Graduate Accounting Capstone - Accounting and Audit Enforcement - Research Paper Example It provides high level of care to the patients for recovery from conditions like stroke, orthopaedic and neurological disorders, brain injury, spinal cord injury, cardiac and pulmonary conditions. HealthSouth Corporation was found to be involved in corporate accounting scandal. The Founder, who was also the Chairman and CEO of the company, was accused of influencing the employees to manipulate the figures in the financial statement and exaggerate the earnings for meeting the expectations of the stockholders. He was the first executive to be caught in the Sarbanes Oxley Act for manipulating the financial returns of the company (Will, Handelman, & Brotherton, 2012). Richard M. Scrushy was accused of conspiracy, money laundering charges, securities fraud and charges of overstating the company’s earnings by approximately $ 3 billion (Forbes, 2013). The federal investigators stated that the company intentionally overstated the earnings in the financial statement for meeting the est imates of the analysts. At the same time the company had to make efforts to hide the accounting fraud attempt from auditors. Now, the question that was raised was whether the auditors failed in finding the fraud activity or they overlooked the company’s fraud. SOX Regulations in Public Healthcare Organizations There are strict regulations imposed by the SOX Act on the public companies (Greene, 2009). It includes: Creation of Public Company Accounting Oversight Board for overseeing the entire process of accounting of the organizations. Limitation in the types of services that will be provided by the accounting firms to the public companies (clients). Increase in the disclosure requirements for the public companies. Requirement of top executives in the public companies who will take the responsibility of all the contents in the financial statements. Requirement of excellent analysts for disclosing the probable conflicts of interest. Added rigorous punishments for various misdee ds and frauds. These provisions have been imposed to public companies for controlling the regulations of corporate governance and business ethics. This will prohibit them from violating the GAAP rules and manipulating the financial statements of the companies for their own benefit. SOX Regulations in For-Profit and Not-For-Profit Healthcare Organizations There has been increase in the scrutiny for both for-profit as well as not-for-profit organizations by the regulators, donors, bondholders and the rest of the external stakeholders. It is because there have been an increased suspicion among the investors and other external stakeholders about the proper maintenance of corporate governance and business ethics in the healthcare organizations. It has been found that for Not-For-Profit companies including the hospitals as well as other different healthcare organizations, there have not been very strict disclosure requirements as mandated in case of the public For-Profit organizations. Th is is a problem faced by the bondholders, investors and other stakeholders who want to judge the quality of corporate governance and management in these Not-For-Profit organiz

Chronic and Complex Nursing Care Case Study Example | Topics and Well Written Essays - 1250 words

Chronic and Complex Nursing Care - Case Study Example The musculoskeletal symptoms include pain, tendonitis, joint contractures, muscle weakness and arthritis. Urogenital symptoms include an increase in bladder wall, deposition of connective tissues and proliferative vascular lesions. In women, vaginal symptoms include tightness, dyspareunia and dryness. In men, there is a reduced penile blood flow leading to erectile dysfunction (Vlachoyiannopoulos, 2009). Prevalence The distribution of SSc is worldwide affecting all races. The prevalence of scleroderma has been estimated to be between 4 and 253 cases per million persons. Its susceptibility is influenced by factors such as sex, age, environmental exposure and genetic background. Family members may be affected by other connective tissue diseases meaning that a genetic factor might be an important factor in expression of the disease. The peak incidence is normally within the third and fifth decade of life. The ratio of male to female is approximately 5:1 while annual incidence being 14.1 cases per million. The highest prevalence for SSc has been found to be in Choctaw Native Americans in Oklahoma (Vlachoyiannopoulos, 2009). Treatment Therapy is normally individualized to each patient’s needs and clinical presentation due to the heterogeneity of SSc. The treatment is done for organ specific complications including: Raynaud Phenomenon This is done using long-acting channel blockers and angiotensin II receptor blockers. Phosphodiesterase-5 inhibitors are mostly used in the treatment of secondary Reynaud phenomenon. An oral endothelin-1 receptor inhibitor can be useful to the patients having recurrent ischemic ulcers (Eisenberg M.E. et al. (2008)). Scleroderma Renal Crisis Patients with systemic sclerosis are advised to regularly check their blood pressure at home. ACE inhibitors are used to control hypertension since they are essential in preserving and restoring of the renal function (Eisenberg M.E. et al. (2008)). Gastrointestinal Complications Therapies are essential in the control of gastrointestinal symptoms while preventing GERD complications. Patients with SSc and gastrical antral vascular ectasia normally require coagulation of the endoscopic laser to reduce the bleeding risks. Intestinal pseudo-obstruction is normally diagnosed during the laparotomy time while bacterial overgrowth is treated by antibiotics. The mainstays of therapy for the intestinal overgrowth are the antibiotics and correction of nutritional deficiencies (Eisenberg M.E. et al. (2008)). Pulmonary complications patients having an early and progressive interstitial lung disease may benefit from oral or intravenous cyclophosphamide. Symptomatic pulmonary arterial hypertension is treated by oral bosentan, parenteral epoprostenol, sidenafil, inhaled iloprost and treprostinil. Continuous oxygen is also necessary for patients with hypoxemia (Eisenberg et al, 2008) Lung cancer Lung cancer refers to cancer that forms in the tissues of the lungs, mostly in the cells that are lining air passages. The main types of lung cancer are: small cell lung cancer and non-small cell lung cancer. These types are normally diagnosed on the basis of how the cells look under the microscope (Wender R. et al, 2013). Symptoms Lung cancer may either present with symptoms or found incidentally on the chest imaging. Symptoms of lung cancer may result from the local invasion or the compression of adjacent thoracic structure like the compression involving

Pain management of central chest pain of patients in the Emergency Essay

Pain management of central chest pain of patients in the Emergency department - Essay Example This means these groups of patients need special support from the nursing professionals and measures to relieve these pains as soon as possible, at least in order to decrease these feelings. In order to be able to handle and manage these cases appropriately in the Emergency Department setting the nurses must be able to critically analyse the signs and symptoms of these patients on presentation. It is also expected that the nursing staff must be able to assess these patients in a structured manner in the least possible time frame since the risks associated with adult patients presenting with chest pain may be enormous. In some cases rapid and timely institution of interventions may impact the outcomes of care very favourably, while failure to stratify these risks and to appropriately assess these patients may lead to a defective and ineffective care plan leading to serious morbidity and mortality. In fact current research evidence suggests that nurses should be trained to acquire skil ls in appropriately assessing a patient and then reaching a provisional diagnosis that can be ruled out or supported by point of care protocols such as C-Troponin, CK-MB, and Pro-BNP so legitimate care may be instituted at the earliest. In this assignment, a problem-solving approach will be elicited in the context if emergency nursing care delivered to a group of patients with central chest pain during a recent placement of this writer, where nursing skills of assessment, planning, implementation, evaluation and documentation of care will be demonstrated (Hamer and McCallin, 2006). Moreover this account will also demonstrate how critical the nursing communication skill becomes in delivering an effective, standard, and competent care to these patients while working independently or through interprofessional collaboration. Throughout this assignment, there will be demonstration of the process of nursing diagnosis and management

COM 200 Communication building a Relationship Essay Example for Free

COM 200 Communication building a Relationship Essay Communication is going to be the cornerstone of any relationship; trust is going to be the heart of what makes any relationship beat and overwhelming love will be how any relationship will last. Taking the opportunity to learn more in depth about your interpersonal relationship with yourself and your partner can strengthen a relationship; therefore, taking such opportunities should be looked upon as a rehabilitation tool or a hinder on what you need to possibly improve to make a relationship work. One feature that interferes with communication with anyone whom you want to have a conversation with is barriers. Barriers are typically the reason that communication falters between individuals; therefore, it’s important to have an understanding of the conversation and be a listener. A recent article from the website skillsyouneed.com.uk mentions â€Å"Barriers may lead to your message becoming distorted and you therefore risk wasting both time and/or money by causing confusion and misunderstanding.† Overcoming barriers involves effective communication, especially when barriers hinder conveying a clear and concise message. Being aware of language barriers, physical outside sources like noise to nonverbal communication can and will effect a conversation. Have you ever tried to hold a conversation with a friend or family member while in a crowded restaurant, that not only had screaming or crying children but adults yelling at a television that was mounted and playing a sports show such as an NFL game will in this establishment? Under those circumstances, it’s rather amazing that a conversation can be heard, let alone understood. Many people may rely on nonverbal communication during times like those via using mediated communication such as text messaging between one another. A downfall during media communication is that your true emotions cannot be correctly stated when they are read, but so many individuals rely on mediated communication devices instead of face-to-face time. Increase of media communication has benefitted the majority of society to keep in touch with their family members, â€Å"A majority of those surveyed (83%) considers going online to be a â€Å"helpful† form of communication among family members† (Connecting Generations (2012)). Another negative about media communication is how people portray themselves through such social networks like facebook, myspace to name a few. Unfortunately, our world is not a safe place, and thanks to pedophiles, neither are social networks. Even having the knowledge of barriers that are being conducted during your conversation does not mean the receiver acknowledges the sender’s message and is willing to participate with the conversation. Some individuals just have the lack of interest in the topic at hand and decide not to maintain communication between others. You need to make sure that each person has a desire to have a rappaport and animated feelings about the conversation or you could end up with receiving a lot of â€Å"Umm†, â€Å"Yea† or a head nod. The impact that our nonverbal communication can provide a conversation and enlighten someone to what is actually going through the other person’s mind can drive a conversation instead of just relying on the power of words. It can be the simplest nonverbal communication as holding hands will driving down the road, leaving a simple gesture as a flower or having someone just smile that can impact how your day may go or end. â€Å"The best communicators are sensitive to the power of the emotions and thoughts communicated nonverbally. Nonverbal communication is the single most powerful form of communication,† stated Susan Heathfield (2013). You don’t have to say any words for what you feel you need to gesture, it’ not always necessary too. Without realization of what you are doing with your body language, facial expressions or hand gestures, you are providing the other person your true thoughts and feeling without having to say a single word. It’s about being able to read an individual with your eyes instead of listening to how they are speaking to you. One of the most important emotions someone can provide you is the sense of touch: on the cheek to trace a tear, a hug for comfort or a kiss on your lips just because they were overwhelmed with the fact that they miss you. One experience I have found with nonverbal communication is the rolling of eyes during a conversation. It shows the lack of interest, platen disrespect to the person talking and how uneducated someone is in common courtesy. I have been experiencing this particular nonverbal disrespect in my line of work for years and I have noticed how my own children have started to pick it up with some of their peers. Needless to say, we have talked about it and we are trying to improve. Unless you learn how to curb your nonverbal communication, you are capable of being read like an open book; however, there are those that flaunt nonverbal communication which is read incorrectly leading to perception, which can hinder a relationship. Perception is one of the biggest evils when it comes to any type of relationship, friend or romantic, because it’s showing a lack of trust, which is the heart of any relationship. Without perception, I believe people wouldn’t have a way to gossip or speculate about what they don’t have a clue about. The only people that truly know what is going on is those directly involved in the situation at hand; therefore, perception is what others think and want others to believe about said relationship based of their gossipy words. Words have the magical capability to create and affect attitude, behavior or perception of an individual that is being looked at from the outside; therefore, communication and the builtment of trust before judgment would accommodate any relationship. Attitude in a relationship can hinder it, even if said attitude is not specifically coming from your intimate partner. Your attitude from work can continue until you are home, during a nice dinner with your significant other and cause a conflict that wasn’t present before. I recommend establishing a rule that allows each individual to vent about their day for a maximum of ten minutes, and then they can’t mention it anymore and must enjoy their family time. We realized this works great for all family members since it’s a controlled release of all of our emotions that is not directed to anyone specific. Nan Russell wrote in his article for JobsBankUSA, â€Å"Communication that builds trust is a dialogue, with a fountain built from integrity, forthrightness and honesty.† Without those three, you can’t build trust which results in the lack of communication and therefore, no relationship. Possessing integrity and never waiving from it shows that you have principles and you will do what is right at all times. If you waive from it, your forthrightness should be direct about what you did wrong, regardless of how petty it may seem to you, because it may mean everything to the other individual. Honesty is going to be what holds your relationship together; lies are never welcomed in any type of relationship. But you need to realize outside judgment may weight heavier with your significant other or your closest friends. Outside judgment of an individual can drastically affect their attitude, behavior and how they are perceived, not just from others, but how they see themselves; therefore, they seek communication with someone they trust. Nothing hurts more than unkind words, regardless if the person knows you personally or not. People don’t realize that some take what they hear about themselves literally, and some have taken to the bullying they have endured over the years by, unfortunately, taking their lives. Projecting a better attitude than what those people are saying shows that you are the bigger person and that you feel that regardless of what any one individual may say about you, you have your own best interest at heart, and perception doesn’t mean anything to you. Finding that someone that you can trust full heartedly is a task in itself. You let all your guard down when you are fully comfortable with an individual, hoping they are not judgmental about what they hear about your past and when you find the one that doesn’t perceive you how others may do, then you can realize that they won’t ask you to place your integrity into jeopardy and take your friends at face value, instead of placing them on the back burner. Lack of trust and communication can destroy friendships, families, marriages, jobs and romantic relationships; the things that people find to be the most important in their lives. Without trust in a friend, you will feel like they are just associates. Without trust in family, you will feel like an outsider when visiting for a family get-together. Lack of trust and communication in a marriage may result in a divorce. Lack of trust and communication in the job force could lead to unemployment or a death of a co-worker. Lack of communication in a romantic relationship could mean the end before it even began. Without knowing who you are as an individual, it may affect any type of relationship you have the desire for. With the understanding of your self-concept, you are able to appreciate yourself, how your partner sees you and vice versa; however, the opinion of how others see you may affect how you see yourself. There is nothing more appreciative then someone who is confident with who they are, as long as it does not come across as cocky. When an individual realizes who they are in this life, or who they want to be, it can be the driving force of their happiness, and happiness can be contagious. According to a quote in our textbook written by Sole (2011), â€Å"Your self-concept is learned, it is organized, it is dynamic and it is changeable (Purky, 1988).† Self-concept has been part of us since we were born; we were taught to respect ourselves and respect those that are older. It’s organized due to the understanding of how we approach who we want to be. Dynamic for the impact of how our own self-concept can change other’s opinions of themselves and of us and changeable because we simply don’t know what tomorrow will bring to our lives or take away. The environment that you decide to place yourself in is going to affect you as an individual. It will help mold you into the person you feel you are, build your self-esteem and self-image; you are interchangeable to provide adaption. Wherever and however you grew up in society does not mean you have to be the same later in life. Placing yourself in an environment that makes you happy, regardless if it’s your home or occupation, is going to affect who you are going turn out to be. It will assist you in some way of how you mold your life, but it’s up to you in how you end up getting molded. Having a high self-esteem can be the driving force of how you want the world to see you, and as a couple, having self-esteem as a unit is going to be how other couples want to be you. Self-image is the appreciation of yourself, how you carry your knowledge, confidence and maturity. Self-image is the impact of how others may see you, want to be you or feel threaten by you. Having a self-image that is threatening towards others can be the cause of many individuals not having the desire to converse with you, let alone be friends with you. The abilities we have to change assist us with any environmental adaption we may come across in our lifetime. We never know what type of situations we may be in five minutes from bow, but our self-esteem and self-image could mean the difference of how the circumstances may play out. Regardless, it’s how you want to see yourself and how you project yourself to the world. Even with the input of your partner, your family and friends, you are the one responsible for you; therefore, you need to figure out what makes you happy, take their opinions with a grain of salt and that you will change only when you feel it fits the situation. Making changes to your appearance, the way you talk or how you spend your time or money to impress someone isn’t going to win them over; therefore, you are making yourself miserable in the process when you can’t be your true self. When someone can’t accept you for who you are, what you do or how you act as a human being, that relationship may need reevaluated. When a family member or friend can’t understand why you behave the way you do, or come across as outspoken and confident, sit down and explain to them why you feel that certain way about the topic. Losing a family member or a dear friend over a few choice words or lack of understanding can be heart wrenching, so keep all forms of communication open without losing yourself in the mix of it all. Self-disclosure of each individual in a relationship, especially with your significant other, will help you reinforce what you thought about who you are as a couple and as yourself. Self-disclosure about what happened to you in your past that made you who you are today can be the most significant information to your partner, and have a better outcome then what you expected. How you want to purse a college degree, where you want to visit in the world or how many kids you want (adopted, fostered or natural) is some of the insight people are looking for when they decide to enter into a relationship. Holding back about how you may feel about situations that arise can be the uttermost biggest mistake when looking at any relationship you are trying to have in your life. Research study in 2010 by BMC Medical Research methodology found that â€Å"readiness for self-disclosure† was associated with higher relationship quality. Being able to disclose yourself by sharing your fears, doubts, private thoughts and how you perceive yourself can and will impact your relationship to the fullest extent. Who wouldn’t want someone to cling to when you come upon a fear? Nothing is better than having the comfort of someone’s arms around you when you need it most. To provide you words of encouragement when you start doubting yourself? Simply words can make the biggest impact when you feel that regardless of what you do, you are going to fail. Share your private thoughts with and knowing that they won’t be divulged regardless of the circumstances? Having that person you can tell any secret to, and know that it won’t be told, even under the worst circumstances, is one reason people have best friends from such a young age. Without self-disclosure, no one really knows who they are keeping company with or who they are. It’s the difference between a fake individual and a real friend. Without divulging information and hiding how you feel about any situation with your partner can be seen as breaking the trust in which your relationship was built, showing no care of how the other may feel and showing the lack of communication that could be built. Who would want to be with someone who simply broke your trust on a daily basis or showed the lack of caring about what you were discussing? I have found myself in these circumstances throughout my life. I have had a family member break my trust, communicated the most horrible words that could be spoken to a child and since have not communicated any words with that individual in over eighteen years. I have had the best partner in the world, who did everything in his power to bring a smile to my face, showed when I least expected it and showered me with hugs and kisses. He took his time to leave me notes on my door, made dinner arrangements at the weirdest locations and made the most beautiful impact in my life that I have actually compared others to him upon his death. I have raised a child that doesn’t communicate at all with his father, who doesn’t take the time to call his son or write a letter. Instead my child has the pleasure of communicating with his dad’s ex-girlfriend, has extended family that is not blood reach out to him and has realized at a tender age of eleven that not everyone is who they say they are or will be. He is lucky to have numerous people in his life that want to be a part of it. I have learned to remove myself from environments that impact my moods and attitude, learned to step back and appreciate my friends (regardless how few) and my family and come to realize that if a person doesn’t like me for being me, they don’t deserve to be part of my life or my children’s lives. May people have asked me why I have disconnected myself from so many, besides those that I work with, and I have come to explain to them that there is enough stress, unwanted drama in this world that I don’t want it in mine, and if they can respect that, they are more than welcome to remain in my life. I am trying to show my children that communication is a two way street, just like respect, and that both is needed to make our world a better place. There is no need to speak negatively about anyone they don’t know or towards one another, that action does speak louder than words at times and that regardless of any situation that they may come upon, I will be there. Enlightenment of any aspect of a relationship, regardless of if it’s with yourself or your significant other, can benefit either party with the knowledge that they may have been seeking or possibly feared. It’s about having the confidence of communication and understanding between two individuals that influences the lasting years between couples. â€Å"Love is to trust, hope and endure whatever may come (Bible).† References: Bible Heathfiled, Susan M. (2013). Listen with Your Eyes. Tips for Understanding Nonverbal Communication. Retrieved from: http://humanresources.about.com/od/interpersonalcommunicatio1/a/nonverbal_com.htm Russell, Nan (2006). Six Tips for Trust-Enhancing Communication. Retrieved from: http://www.jobbankusa.com/CareerArticles/Executive/ca111506b.html Schoenberg, Nara (2011, Jan). Can We Talk? Researcher Talks about the Role of Communication in Happy Marriages. Retrieved from: http://search.proquest.com.proxy-library.ashford.edu/docview/840600645/fulltext/13CBA1F7DFE34D3C383/1?accountid=32521 Skillsyouneed.com.uk. Barriers to Effective Communication. Retrieved from: http://www.skillsyouneed.co.uk/IPS/Barriers_Communication.html Sole, K. (2011). Making Connections: Understanding Interpersonal Communications. San Diego, CA: Bridgepoint Education, Inc.

Characteristics That Defines The Tropical Rainforest Geography Essay

Characteristics That Defines The Tropical Rainforest Geography Essay Tropical rainforests are located some distance around the equator and it is one of the earths spectacular wonders. It runs from the tropic of cancer in the northern side of the equator to tropic of Capricorn in the southern part of the equator. Examples of largest known tropical rainforests are found in Brazil (South America), South East Asia, Indonesia (islands near the Indian Ocean), and Democratic Republic of Congo (Africa), and in the Caribbean Islands (Isaac and William, 2007). The largest tropical rainforest is the Amazon rainforest found in the South America and which covers almost two thirds of the United States continent (Malhi and Philips, 2000). Tropical rainforests are defined by their wet climate condition in that it receives 400 to 760 cm of rainfall each year as observed by Morecroft and Keith (pp 298). The climate consists of uninterrupted warm temperatures, high humidity and high rainfalls. Its temperatures range between 25 to 30 Degrees Celsius. This paper will look at the climate that exists in the tropical rainforest and how it affects the growth of a variety of plants in the tropical rainforest. The tropical rainforests made is made up of mostly wet seasons and its climatologic regions lie within the inter-tropical convergence zone. The different types of rainforests are categorized according to the different types of weathers they experience during the year and considering their geographical location (Osterndort et al, 2001). These rainforests includes the monsoon, subtropical and the equatorial type. The rain is experienced almost every day and it lies between 1500 to 2500mm throughout the year. The temperatures vary during the day and night in that during the day, the temperatures range between 30 to 35 degrees Celsius while during the night, the temperature drops to between 19 and 24 degrees Celsius. The type of climate experienced in the tropical rainforest is the equatorial climate and it is characterized by high relative humidity ranging from 77% to 88% and this supports a variety of plant species (Martinelli et al, pp 1107). The tropical rainforest is filled with green vegetables throughout the seasons because of the high rate of rainfall which encourages growth of trees that form canopies which provide shade to other plants and animals living in the area. The atmosphere is always humid, hot and damp due to the canopies that are formed from the trees. The rainforest provides a home to different types of animals and contains many species of plants more than any other type of vegetation areas known. Its climate has no pronounced summer and winter in that the temperature differences between the day and night is observed to be larger than the differences in temperature between summer and winter. The climatic characteristics that defines the tropical rainforest includes average daily temperature of around 27 degrees Celsius, the diurnal temperature change is between 2 and 5 degrees Celsius, the latitude comes under the doldrums low pressure belt all the year round, the rainfall is usually convection al and finally the midday sun is always near the vertical and is overhead twice a year at the equinoxes. The rainforest soils are not usually fertile and this is because the continuous rains wash away the valuable nutrients. The daily weather cycle of the tropical rainforest begins in the morning when the sun shines, heats up the ground making hot and wet air rise in the atmosphere then in the afternoon, the dark clouds brings the rain and thunderstorms in the rainforest and this cycle is repeated continuously each day resulting to an ever wet area (Lewis, 2006). The rainforest is made up four layers namely; the emergent layer, the canopy, the understory and lastly the plants that make up the forest floors. Firstly, the emergent layer consists of a small number of trees that are tall which is referred to as Emergents. The trees grow above the canopy that is has been created by the other trees and reaches to a height of about 54m. These trees are adapted to withstand strong winds and high temperatures from the direct sunlight. It is usually in habited by eagles, monkeys, bats and some butterflies. Secondly, we have the canopy layer which also consists of tall trees of height 45m maximally. The canopy is estimated to contain an almost 50% of different plant species as it has been discovered to be the densest area of biodiversity. It contains epiphytic plants which attach themselves to tree trunks and branches for support. These plants also obtain water and mineral salts from rain and debris that is collected from the other supporting plants in the canopy region (Schneider and Root, pp 710). Thirdly, we have the understory layer which is located in the region between the forest floor and the canopy. These area forms a habitat to snakes, lizards, leopards, boa constrictors, birds and other predators. The region does not receive enough sunlight due to the canopy layer above it in that approximately, the under story receives 5% of total sunlight. It is sometimes referred to as a shrub layer. The last layer is the forest floor which is estimated to receive only 2% of sunlight. The area is characterized by low vegetations because of the relatively low sunlight penetration and only plants that are adapted to low light survive in this region. The rate of decay in plants and animal matter are sped up by the availability of warm and humid conditions. The presence of fungi also speeds up the rate of decay of plants and animals. For many years it was thought that plants in the tropical rainforest were unaffected by the equatorial climate but recent studies indicated that the warm temperatures of tropical rainforest affected the growth of a variety of plants in the region. Lewis (pp 198), stated that the drier conditions in the cloud forest could lead to extinction of some species of plants more especially the orchids. He also monitored tree growth, tropical temperatures and level of carbon dioxide released as a result of high humidity and warm climate. His researches on the matter revealed that the tropical rainforest trees gave off more carbon dioxide than they could use and this resulted to a change in the composition of forest. He also noted that the trees at times grew at a slower rate when the nights were warm. Other studies by Osterndort et al (2001) indicated that some trees grew at a faster rate when the level of carbon dioxide rose while other tree types declined in vitality. Lewis (pp 200), indicated that an increase of carbon dioxide in the tropical rainforest was the main reason for the abrupt shifts in species growth and this, he noted, could lead to serious ecological repercussions in the area experiencing these. The type of climate experienced in the tropical rainforest has made plants growing in the area to adapt themselves so that they can survive the existing conditions such as growth of bushes and canopies. Examples of such plants and how they have adapted themselves includes; lianas which have thick vines that loops around the trunk of trees to reach the top and receive sunlight. Usually their stems come in different shapes and varying length. Their life begins from the forest floor but they grow upwards depending on trees for support until they reach to the top of the tall trees. When they reach at the top, they then spread towards other lianas and trees and wound themselves tightly so that they can be in a position to resists strong winds. Another type of plant in found in the warm environment of tropical rainforest is the fern. The ferns grow in the forest floor as they are well adapted to survive on such a condition. Apart from these, we also have the epiphytes or air plants which perch themselves high on the branches as they become detached from the ground. They begin their life from the canopy from seeds taken there by wind or birds. Some of the tallest trees have buttress roots system which ensures total stability against strong wind and to increase the surface area under which they obtain their nutrients from (Morecroft and Keith, 2009). The diversity in plant species is said to be highest in the tropical rainforest region and it is the responsibility of individuals to ensure that the trees are maintained to allow growth of these trees. Tropical rainforest is reported to maintain a clear environment that is safe for human stay in that it uses up all the carbon dioxide in the air and releases a clean atmosphere. Conclusion Conclusively, it has been observed from the above that the equatorial climate in the tropical rainforest favors the growth of a variety of plant species. It is noted that the tropical rainforest is the largest ecological area that supports and gives a habitat to a diversity if plants and animals. The climatic changes have been observed by Malhi and Philips (2000), to be unchanging and are characterized by high levels of rainfall and high humidity. The climatic condition has created the emergence of different layers which contains a variety of plant species making it one of the earths most spectacular scenery.