Branding, Pricing, and Distribution Essay Example | Topics and Well Written Essays - 1000 words

Branding, Pricing, and Distribution - Essay Example As discussed in the previous paper, the company has retail stores in the United States and Australia. Considering the current position of the Trendy Fashionista, it is better for the company to develop a unique product branding strategy to market its new light weight traveler bags. According to the unique branding strategy, only one product manufactured by the company is marketed under a particular brand. When several products are marketed under a brand (corporate branding strategy), the brand image would be affected if any of those products fails to meet quality standards or performs poorly. The unique branding strategy would prevent this situation and assist the Trendy Fashionista to promote its new product lines effectively. However the company may adopt a range branding strategy, which is a mixture of unique branding strategy and corporate branding strategy while operating in a global market context. Pricing Strategy It is a great challenge for the Trendy Fashionista to design a pricing strategy for its newly planned light weight bags because this business concept is new and therefore market uncertainty is high. In this context, it is advisable for the company to practice the price skimming strategy to deal with brand positioning effectively. Under the price skimming strategy, the marketer sets relatively higher prices for his products initially and lowers the price over time. At the initial stages of the product launching, this pricing strategy would assist the Trendy Fashionista to justify its superior product quality. In addition, this optimal pricing strategy can benefit the organization to recover its sunk costs quickly before the market competition becomes intense. As Lamb, Hair, and McDaniel (2008) point out, the major objective of price skimming strategy is to capture the consumer surplus. If this pricing strategy is executed properly, then no customer will pay less than what they are actually willing to pay (p. 600). Connection between Pricing Stra tegy and Branding Strategy The Trendy Fashionista’s price skimming strategy really supports its branding strategy. It is clear that only one product item is marketed under a brand under the unique branding strategy. While the firm adopts this branding strategy to promote its newly planned light weight bags, the customer would obtain a feeling that the company gives specific focus to this product and therefore the product will be of superior quality. In other words, this policy can assist the organization to achieve a reputed brand image and thereby make the brand easily recognizable in the market. Customer between the age of 20 and 35 are fashion-minded and hence they would be willing to pay higher prices for top quality products. In short, the price skimming strategy can benefit the organization to take greater advantages of the unique branding and hence to promote its business interests. Distribution Channel Analysis The Trendy Fashionista’s distribution channels inc lude wholesalers, distributors, retailers, catalogue sales, personal sales, and over the phone sales. Currently, the company has limited manufacturing capabilities and therefore the firm has to largely depend on offshore manufacturers. In order to address the issue, the organization plans to extend its manufacturing facilities through developing its own production plants. Undoubtedly, this practice would

Identification of factors associated with the reversion of diagnosed Essay

Identification of factors associated with the reversion of diagnosed case of DDH back to normal - Essay Example Moreover, as it has been evidenced that most of the diagnosed cases revert back to normal condition also proposes a question why should these patients treated when the situation may turn to normal To explore the association, between diagnosed cases of DDH who reverted back to normal and the characters possessed by these cases, a case control study is proposed to be carried out in Yorkhill, Royal Hospital for Sick Children. This study will explore the association between various characteristics and the cases of DDH reverted back. The findings will be helpful in formulating a framework of analysis based on which the candidates with DDH will need treatment. This association will be seen through the analysis at multivariate level using SPSS software version 14.0. the association will be assessed by the risk ratios along with the confidence interval around the estimates. Over the last two decades much knowledge has been added to Developmental Dysplasia of the Hip (DDH) previously known as the congenital hip dislocation (CHD). DDH affects the ball and socket type of hip joint when there is problem in fitting the head of the femur in the socket of the acetabulum. This fitting may be of different degree ranging from subluxatable, dislocateable or currently dislocated when examined (Developmental dysplasia of hip,Orth surg) (Fuloria 2002). The incidence rate of DDH is fairly high in the Europe and neighbouring areas. A study carried out in Dublin revealed an incidence of 3.2 per 1000 when screening was done by the ultrasonography (Lowry 2006). While in Turkey, it was found that 4 out of 1000 not-at-risk boys presented with DDH; the rate was even higher for not-at-risk girls, 19 per 1000 girls (Akgun 2006). These studies were carried out for newborn babies. There are chances that these newborn may miss the diagnosis at birth and present late, after 6 mon ths, frequency of late presentation is also not low; in Ireland 1.14 per 1000 children born during 1983-87 were presented late (Maxwell 2002). This condition poses a problem during walking if a newborn with DDH is missed the diagnosis. The newborn walks by limping, toe walking or waddling (duck like gait). This causes severe physical disability as well as poses stigma to the growing child (Developmental dislocation hip, Amer Acade) (Developmental dysplasia hip Orth surg) (Bouchar). The associated risk factors are first born child, female sex, and breech presentation. It has been evidenced that female are more prone to this problem as compared to males and the ratio is 5-9 females for 1 male who are affected by this pathology. DDH has been seen to present with left hip joint involvement than right hip joint. The reasons have not been explored as yet for the preponderance of the diseases in these situations (Developmental dislocation hip, Amer Acade) (Developmental dysplasia hip Orth surg). To fix the problem at an early stage a newborn is thoroughly examined by the paediatrician for DDH, along with routine examination, when she/he has got some risk factors involved or some findings are present at the time of first new born examination. The further screening is performed with a consultation of an orthopaedic surgeon and if required a radiologist is also involved for

Health Care Communication Methods Essay Example for Free

Health Care Communication Methods Essay Every day in the health care field, professional have to choose the most effective communication method when communicating to other professionals, patients, patient families, and the general public. Different circumstances have very specific methods of communication that need to be utilized for communication to be effective. Furthermore, in the health care field the regulations of HIPAA have to be considered to ensure that certain information is being protected as well as identity of people pertaining to the health scenarios. Further will be discussed the methods of communicating in the health care field, the advantages and disadvantages of using traditional, electronic, and social media for health care communicating, and the effects of HIPAA and other regulations on the use of media in the health care field of communicating. Communication coordinators of any health care field have to decide often which methods of communication he or she would have to utilize and the rules and regulations that govern those methods. In one scenario, a communication coordinator that works for a national drug manufacturer has received report that there has been a report of significant negative side effects caused by one of the medications that is used by a large population of people and one including a well-known public figure. News reports having been reporting that of the possible individuals who have been taking this particular drug is effected by the side effects. The communication coordinator has to decide how to address the news reports and the general public about this situation. There are many different ways to communicate with the general public regarding the scenario described. As mentioned before the communication coordinator has to reach out to the general public regarding a medication that was distributed by a national drug manufacturer company that lead to significant side effects. Some of the different methods of communication using media are campaigns, medical journals, news reports, blogs, and other social medias. For the specific scenarios described previously it would be best to use the ampaign method. A campaign would be used to increase awareness, create a better understanding, modify attitude, and modify behavior (Health Industry Communication, Ch. 5). This method may be used when reaching out to a significant sized population. â€Å"The communication program will target whom, to help them understand, believe, or do what, by informing them of messages, through messengers and channels, to result in objectives† (Cheesebro, T. , O’Co nnor, L. , Rios, F. , 2010, Ch. 5). The objective of utilizing the campaign method would reach out the larger population through possibly multiple different media methods, instead of just one or two. When considering using different types of media and which ones to include and exclude when communicating through media, it is important to consider the advantages and disadvantages of traditional, electronic, and social media. Traditional communication methods are the most common methods of communicating. This includes newspaper, journals, magazines, television, radio, and etc. While this might be considered one of the most effective methods compared to electronic and social media, there are disadvantages as well as advantages of traditional communication. One advantages of using traditional communication methods is this can reach a larger population which would then decrease the time it takes to reach the population by some other methods of communication. Another advantage of using traditional communication method is a larger part of the population uses this as resources to gain information for different point of interests. One disadvantage of using traditional communication methods is that it can be costly compared to some other communication methods. â€Å"Traditional medias have a high effect in creating awareness and influencing the attitude of the audience† (Tiwari, Singh, Tiwari, 2003, p. 2). Electronic communication method also can be an effective way to communicate to the general public. Electronic communication includes email, phone calls, text messaging, video calling, and etc. Although not every method of electronic communication would be considered effective for scenario previously described, some such as email would assist with retrieving audience attention. Just like any other communication method, electronic communication method also has its advantages and disadvantages. An advantage of electronic communication method is it creates direct communication methods to the intended audiences which can begin to change audience attitude towards a circumstance before any other communication tactic takes into effect. One disadvantage of using electronic communication is there is a large section of the population that does not have access to electronics such as computers and internet. This population does not also have access to email and may not have easy access to a phone. Those people would then be more difficult to reach out to (Tiwari, Singh, Tiwari, 2003). Another disadvantage may be the low literacy and language barrier of the population. Social media communication method is another way to communicate to the general public under different circumstances. Social media communication includes social sites such as Facebook, Twitter, online video sharing, podcasts, blogs, and etc. Although this may be an effective way to communicate to the public, there are advantages and disadvantages that come with social media communication. According to CDC (2011), In the last several years, the use of Facebook, YouTube, Twitter and other social media tools to disseminate health messages has grown significantly, and continues to trend upward. Using social media tools has become an effective way to expand reach, foster engagement and increase access to credible, science-based health messages† (4). This also has an advantage because it reaches a larger population at a faster rate and costs less than some other methods of media communication. A disadvantage of using social media method in communication is the credibility of the resources may be still questioned by a large portion of the population. Another disadvantage of using social media communication is it may not reach all of the population to whom the topic is regarding. HIPAA plays a significant role in media communications. The essential functions of HIPAA regulations protect the privacy rights of patients and its users. When communicating health information, all health providers and any participants of health communication must ensure that the facts they wish to release are authorized and as accurate as possible (Nhanet, 2012). Any information released about any patients must be authorized by patients through written authorization and must follow federal and state guidelines. HIPAA prohibits any person communicating about health to public to disclose any information about patients even if it is general speaking of the patient. According to Hader and Brown (2010) â€Å"Healthcare providers using social media must remain mindful of professional boundaries and their patients privacy rights† (p. 1). In conclusion, communicating through different media methods can be a useful source to communicate effectively to the public. Some methods are better than other, however all methods have different advantages when communicating to the public. There are also many disadvantages that are to be considered when implementing each method. There are also HIPAA regulations that have to be followed when communicating about patients or to patients regarding any facts and issues. The media is a way to communicate to a significant sized population when HIPAA laws are followed.

A Study On Music Videos

A Study On Music Videos Music videos have a big impact on how the world is viewed today. Many videos disrespect women and portray them in a negative way. Most videos stereotyped race, womens body types, and skin color. These videos have influenced the younger generation lives and how they should act. Mainly all music videos teach the youth unhelpful information that they do not need to know in their everyday lives. Today individuals minds are twisted with images from songs, melodies, and lyrics in which music videos have influenced and made a big impact on peoples attitude and there lifestyles; these images shape the way people think in their everyday lives. Regardless of what an artist is singing or rapping about in their music video you will always see a sexual hint. Clearly you can see women being portrayed in music videos in sexual way this may not affect how you feel at first, but after seeing this happen over and over in different music videos may makes people treat women with less respect. How women are portrayed in this way comes with many consequences. Most rap videos today show sexually disapproving and harmful depictions and treatment of women, mainly women of color. Women are stereotyped in music videos because they are often portrayed as hypersexual, selfish, and amoral, examinations of music videos have publicized this. They are also portrayed as non-educated and very getable. By watching music videos people might bring to a close that the world is made up of light skin and white women. Disregarding the massive series of colors in between, a lot of women in music videos today are light skin, white, Asian, and Latina and it could be hard on women and young girls who dont like this. Their representation frequently overemphasizes their sexualized, physical looks and places them as attractive objects rather than active agents in the music videos. Most artists nowadays use light skin, Asians, and Latinos in their videos because they think they will lose viewers. These artists that havent used other races of women in their videos have already lost a lot of views because there are different races of women all over the world; people dont want to keep seeing the same thing over and over. Artist try to go with what they think everybody else would like to see instead of what they like. Women bodies today are very important to society. Television shows, movies, music videos, and magazines also play a big part in displaying women bodies in a negative way. These types of sources portray what the media thinks is the ideal of a perfect female body. Most men think that light skin women are the pretties, and that they have the curviest bodies and big behinds. There are also other women that have the same types of bodies, but they are rarely showcased in the videos. America needs to include women with different types of figures. By doing t his it would seriously expand the worlds thoughts and definition of what true beauty should look like. When women go out to clubs, or just out to have a good time men think that they can just walk up to them and grab them and say anything they want. Most women in music videos are always half naked, dancing in an inappropriate manner, and are insulted in different ways. By the women in these videos acting in this way it shows the world that all women are the same and they really are not, because most music videos have the same concept. So many music videos display these kinds of actions, and men dont realize that these videos are not real and they cant treat women with disrespect. The media have affected young girls today on becoming thinner. Half of Americans basic school students between the first and third grades are trying to become thinner. By the age of ten children are scared of being classified as overweight. Most young girls watch music videos and are influence that they are not beautiful, because there are always thin girls in the videos. When music videos showcase thin women all the time it makes young girls feel like they have to look a certain way. Young children shouldnt have to worry about problems like this at their age but people have forced so much on the youth and they become overwhelmed with these issues. Most music videos make women feel bad about the way they look, because of how the women look in them. The women in the videos are always skinny, white, Asian, or Latino anything but black, and if they are she is very light. What men fail to realize is that not all women look like this, and that they should put all types of women in their videos so viewers wont feel bad about their physical appearance. There are all different sizes, shapes, colors, and races of women, and to just limit the videos to certain races and skin color, and one body type makes women look at their self in a different way. It makes them wonder if men think that only women that look like this is beautiful than what about the rest of the women in the world, how do men look at them? The result that popular music has on children and young peoples behavior and emotions is a big concern today in society. Several of hip-hops well-known songs have influenced violence, drugs, alcohol, sex, disrespect for authority, and lack of respect for woman. The view and the result of musicvideomessages are important, as research has reported that it contacts to sexual messages, sexual stereotypes, and use of substances of violence in musicvideos might produce major changes in behaviors and attitudes of young viewers. There is a relationship between violence in music and the youth culture. For many young children and teenagers by listening to this music it creates an atmosphere that is harmful to their lives and education. Does violence in music videos cause violence in the youth culture? Yes it does because teenagers watch these music videos and act upon what they see. Most rappers make songs about using drugs and children look up to them and they imply that its okay to use drugs when really is not. Young children and teenagers in todays society are always looking for a role-model and some type of fashion to copy. A teenagers favorite types of music could be related to certain behaviors preformed in music videos. Children and teenagers rewinds songs and learn the lyrics. The youth culture will not become better into artists really think about who listens to their music and watches their videos the most, and think about what they are teaching the young people. When young girls watch music videos and see how women act and are disrespected over and over, most of them will grow up thinking that it is ok to let a men treat them with disrespect. What do boys think when they see these type of things displayed on television how women are portrayed as sex objects. Half of Boys that view music videos will grow up not caring about females feeling or how they treat them because most music videos show lack of respect for women. Children are losing their innocence from watching, listening, reading, and wearing the clothing they see in music videos. Parents shouldnt want their children studying violence, but with the technology today like headphones, and downloads they are unsure of what is going on. The mass media tells children that the artists in the music videos are not who they portray to be. African American females that spend more time watching music videos have a higher opportunity of drinking and having several sex partners, and more liable to test positive for marijuana. American teenagers use up about four and a half hours a day listening to music and studying music videos, According to American according to American Medical Association. 48% of Americans say violence in music should be regulated. In popular music parents are tired of suggestive, violent, lyrical content. There are so many music videos in the hip hop culture that stereotypes women in so many ways. In these videos women expose themselves in ways that you would never imagine. Nas feat. Braveheart Oochie Wally, Ludacris booty poppin, Jadakiss knock yourself out, 50 Cent disco inferno, and Nelly tip drill. Nellys video tip drill is the most degrading of women that I ever saw the lyrics and how the women carry themselves. Nellys music video Tip Drill really stereotypes women, in this video he says â€Å"I said it must be ya ass cause it aint ya faceI need a tipdrill, I need a tipdrill† (Nelly). This stereotypes that if a women has a big beheld than men really dont take their time to look at her face, they just want to see what her body looks like. A tip drill is another name for running a train on a girl in the video ali verse say â€Å"I said it aint no fun less we all get some I need a tipdrill, we need a tipdrill† â€Å"Now come on girl you know what we came here for Is You a tipdrill, we need a tipdrill† (Ali). The women in this video really dont care if they are being exposed â€Å"You lookin well in them shorts but they look better on the floor Cause yous a tipdrll, cause yous a tipdrill† ( Kyjuan). Women in this video are walking around Naked, letting the touch on them in any kind of way, touch on other women â€Å"Now ya see I want to let you ride but the rubber m ight slide Yous a tipdrill, girl you a tipdrill† (Murphy Lee). â€Å"Turn that ass up mama put that dip in ya back And let me tipdrill, just let me tipdrill† this videos degrade women and make other countrys look at us in a negative way. The girls in the video have a part and they say â€Å"It must be ya money, cause it aint ya faceYou a tipdrill, nigga you a tipdrill† â€Å"My apple bottom look right, I know you wanna bite Yous a tipdrill, I heard you was a tipdrill† I got you payin my bills and buyin automobiles Yous a tipdrill, nigga you a tipdrill â€Å"I know you a trick go spend that shit You old tipdrill, you monkeyass tipdrill â€Å". These videos degrade women and make other countrys look at us in a negative way; it makes men feel like they have power over women. Music videos in todays society have misled people to how the American culture should be viewed. Women are stereotyped all the time because other women want to expose their self in a negative way in music videos. If society try to put a stop to what going on in these videos there will be less valence, and abuse. If artist try to make music videos that are more positive, and stop putting stereotypes of women in their videos children would have someone to look up to. Sawa Kurotani, Learning what hip hops all about, December 16, 2008 Tuesday, http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=truerisb=21_T7909056810format=GNBFIsort=RELEVANCEstartDocNo=1resultsUrlKey=29_T7909056813cisb=22_T7909056812treeMax=truetreeWidth=0csi=145202docNo=16 Delilah Cummings,The Effects of Hip Hop Music on Todays Youth, 10/31/03, http://media.www.msuspokesman.com/media/storage/paper270/news/2003/10/31/Perspectives/The-Effects.Of.Hip.Hop.Music.On.Todays.Youth-547432.shtml Policy StatementImpact of Music, Music Lyrics, and Music Videos on Children and Youth. Pediatrics 124.5 (2009): 1488-1494. Academic Search Complete. EBSCO. Web. 2 Dec. 2009. http://web.ebscohost.com/ehost/detail?vid=7hid=2sid=bf1584aa-9f34-4439-beb9-eb33944df1cc%40sessionmgr4bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9hAN=45407672 Peterson, Shani H., et al. Images of Sexual Stereotypes in Rap Videos and the Health of African American Female Adolescents. Journal of Womens Health (15409996) 16.8 (2007): 1157-1164. Academic Search Complete. EBSCO. Web. 2 Dec. 2009. http://web.ebscohost.com/ehost/detail?vid=13hid=2sid=bf1584aa-9f34-4439-beb9-eb33944df1cc%40sessionmgr4bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9hAN=27063114#db=a9hAN=27063114 2002-2009 DirectEssays.com, Portrayal of Women in Music Videos, All Rights Reserved http://www.directessays.com/viewpaper/103197.html 2002-2009 DirectEssays.com, the Female Body, the Media, an, All Rights Reserved. http://www.directessays.com/viewpaper/34603.html 2002-2009 DirectEssays.com. All Rights Reserved, Lyrical Violence, http://www.directessays.com/viewpaper/18773.html Joan Morgan (1999) sings of life in the USA, Boston New York, Sonia Maasik, and Jack Solomon Cheryl Wetzstein, Rap music perpetuates stereotypes of women, june 22, 2008 Sunday, http://www.lexisnexis.com/us/lnacademic/results/docview/docview.do?docLinkInd=truerisb=21_T8067453482format=GNBFIsort=RELEVANCEstartDocNo=1resultsUrlKey=29_T8067453495cisb=22_T8067453494treeMax=truetreeWidth=0csi=8176docNo=11 2002-2009 DirectEssays.com. All Rights Reserved. The Female Body, the Media, an, http://www.directessays.com/viewpaper/34603.html Nelly, Tip Drill, 11/25/03, music video, September, 16, 2007 http://www.muvids.com/2725_video_nelly_tip_drill

Hospital Care :: essays research papers

Critical Care Hospital - Case Study _ Incident for Discussion: Critical Care Hospital Critical Care Hospital has planned to purchase a CATSCAN within the next six months. Though not mentioned in the text, the cost of the equipment will be at least several hundred thousand dollars, and could even exceed one million dollars. Additionally, major renovations are required to the radiology department where the equipment will be housed. Unfortunately, the construction project cannot be started until the machine is in place, which will be five months from now. The Project Manager ("PM") feels that she may be able to expedite the construction schedule by utilizing a resource allocation version of the Critical Path Method ("CPM"). Getting the machine up and running is of great interest to the hospital, as revenues generated by the CATSCAN are projected to be in the range of $25,000 per monthAccording to the text, the project is slated to have a duration of twelve months. The waiting time for the CATSCAN is five months. This leaves the PM eight months to accomplish her goal. Given that the equipment is arriving simultaneously with the onset of the construction project, I would suggest a combination of a heuristic approach using an "As Late As Possible" ("ALAP") prioritization with a fast-track approach to the actual constructionThe reason for the ALAP approach is the five-month delay prior to the equipment being delivered. Holding off on allocating resources during this slow period should, in theory, allow the PM to reserve monetary resources for the Crash period. I would imagine that part-time allocation of administrative support, to solicit construction bids, generate reports and management approval requests along with full-time PM participation would be sufficient. The PM during this time will be working with hospital management to generate a detailed project plan and Scope of Work. Several critical elements come into play in this situation. For example, two relocations of the existing radiology department, or at least the area that will house the CATSCAN will be required during the construction period. The first will be for the purpose of clearing the required space for the new CATSCAN area, including construction corridors, to a temporary location. Then, after the equipment is installed and renovations complete on this area, the rest of the department will need to be renovated as well. This aspect of the project will require extensive coordination with other departments within the hospital. This includes administrative staff, medical personnel, suppliers (pick-ups and deliveries), janitorial staff, and primarily the radiology staff itself. During the first five months of the project I would suspect that this coordination and planning alone would consume 50% of the PM's time.

Penn State Crew :: Rowing Regattas Sports Athletics Essays

Penn State Crew Penn State Crew is a completely student run organization dedicated towards preparing its members towards rowing competitions, called regattas. Since its inception in 1994, the team has seen periods of immense growth. No longer is the day when Penn State Crew is struggling to compete for dead last. Instead, we are bringing home the hardware as evidenced by our very successful fall and winter seasons (for complete results, please visit the team's homepage.) The team just recently purchased two eight-man Vespoli shells and a new boathouse is currently in the design phase and is planned on being constructed at the team's home lake, Bald Eagle Lake, located about thirty plus minutes from the University Park campus. Penn State Crew is very fortunate because it is one of a few club sports here at Penn State that has actual, paid, highly qualified coaches who bring an immense rowing knowledge base to the team. We are looking forward to this Spring 2003 season as one filled with much pr omise, lofty expectations and phenomenal competition with some of the nation's premier rowing squads. Please follow our progress all season at the team's homepage, http://www.clubs.psu.edu/psucrew/. The Reason We Do This... A fierce shriek pierces the serene darkness of night. Snoring is still heard from the football players who live next door as a figure stirs in the lofted bed. Groggily, without glasses or contacts, a calloused hand reaches out towards the annoying sound that all non-morning people have come to hate. Suddenly complete, utter silence is restored as the alarm is shut off. A yawn and swing of the legs soon lands bare feet on the cold floor of a dorm room in Hartranft Hall at Penn State. Eyes are rubbed and open and shut five or six times rather rapidly as they try and focus on the iridescent green digits that stare back. â€Å"4:37† reads the alarm clock and radio contraption designed with an alarm loud enough to wake Satan from deep slumber in the bowels of hell. Without any warning, a whirlwind of action commences and within fifteen minutes, the rower emerges from the shadows and is on his way to another Penn State Crew practice. Craziness. Sheer craziness is how the athletes on the crew team are most commonly described by anyone at all who resides on this campus.

Deception Point Page 67

As they walked to the elevator, the old man said, â€Å"Sometimes all it takes to unravel something is a single strand. Perhaps we can find a way to eat away at NASA's victory from within. Cast a shadow of distrust. Who knows where it will lead?† The old man locked his tired eyes on Sexton. â€Å"I am not ready to lay down and die, senator. And I trust nor are you.† â€Å"Of course not,† Sexton said, mustering resolve in his voice. â€Å"We've come too far.† â€Å"Chris Harper lied about fixing PODS,† the man said as he boarded the elevator. â€Å"And we need to know why.† â€Å"I will get that information as fast as I can,† Sexton replied. I have just the person. â€Å"Good. Your future depends on it.† As Sexton headed back toward his apartment, his step was a little lighter, his head a little clearer. NASA lied about PODS. The only question was how Sexton could prove it. His thoughts had already turned to Gabrielle Ashe. Wherever she was at the moment, she had to be feeling like shit. Gabrielle had no doubt seen the press conference and was now standing on a ledge somewhere getting ready to jump. Her proposition of making NASA a major issue in Sexton's campaign had turned out to be the biggest mistake of Sexton's career. She owes me, Sexton thought. And she knows it. Gabrielle already had proven she had a knack for obtaining NASA secrets. She has a contact, Sexton thought. She'd been scoring insider information for weeks now. Gabrielle had connections she was not sharing. Connections she could pump for information on PODS. Moreover, tonight Gabrielle would be motivated. She had a debt to repay, and Sexton suspected she would do anything to regain his favor. As Sexton arrived back at his apartment door, his bodyguard nodded. â€Å"Evening, senator. I trust I did the right thing by letting Gabrielle in earlier? She said it was critical she talk to you.† Sexton paused. â€Å"I'm sorry?† â€Å"Ms. Ashe? She had important information for you earlier tonight. That's why I let her in.† Sexton felt his body stiffen. He looked at his apartment door. What the hell is this guy talking about? The guard's expression changed to one of confusion and concern. â€Å"Senator, are you okay? You remember, right? Gabrielle arrived during your meeting. She talked to you, right? She must have. She was in there quite a while.† Sexton stared a long moment, feeling his pulse skyrocket. This moron let Gabrielle into my apartment during a private SFF meeting? She stuck around inside and then departed without a word? Sexton could only imagine what Gabrielle might have overheard. Swallowing his anger, he forced a smile to his guard. â€Å"Oh, yes! I'm sorry. I'm exhausted. Had a couple of drinks, too. Ms. Ashe and I did indeed speak. You did the right thing.† The guard looked relieved. â€Å"Did she say where she went when she left?† The guard shook his head. â€Å"She was in a big hurry.† â€Å"Okay, thanks.† Sexton entered his apartment fuming. How complicated were my goddamn directions? No visitors! He had to assume if Gabrielle had been inside for any length of time and then snuck out without a word, she must have heard things she was not meant to hear. Tonight of all nights. Senator Sexton knew above all he could not afford to lose Gabrielle Ashe's trust; women could become vengeful and stupid when they felt deceived. Sexton needed to bring her back. Tonight more than ever, he needed her in his camp. 79 On the fourth floor of the ABC television studios, Gabrielle Ashe sat alone in Yolanda's glass-walled office and stared at the fraying carpet. She had always prided herself on good instincts and knowing whom she could trust. Now, for the first time in years, Gabrielle felt alone, uncertain which way to turn. The sound of her cellphone lifted her gaze from the carpet. Reluctant, she picked up. â€Å"Gabrielle Ashe.† â€Å"Gabrielle, it's me.† She recognized the timbre of Senator Sexton's voice immediately, although he sounded surprisingly calm considering what had just transpired. â€Å"It's been one hell of a night over here,† he said, â€Å"so just let me talk. I'm sure you saw the President's conference. Christ, did we play the wrong cards. I'm sick over it. You're probably blaming yourself. Don't. Who the hell would have guessed? Not your fault. Anyhow, listen up. I think there may be a way to get our feet back under us.† Gabrielle stood up, unable to imagine what Sexton could be talking about. This was hardly the reaction she had expected. â€Å"I had a meeting tonight,† Sexton said, â€Å"with representatives from private space industries, and-â€Å" â€Å"You did?† Gabrielle blurted, stunned to hear him admit it. â€Å"I mean†¦ I had no idea.† â€Å"Yeah, nothing major. I would have asked you to sit in, but these guys are touchy about privacy. Some of them are donating money to my campaign. It's not something they like to advertise.† Gabrielle felt totally disarmed. â€Å"But†¦ isn't that illegal?† â€Å"Illegal? Hell no! All the donations are under the two-thousand-dollar cap. Small potatoes. These guys barely make a dent, but I listen to their gripes anyway. Call it an investment in the future. I'm quiet about it because, frankly, the appearances aren't so great. If the White House caught wind, they'd spin the hell out of it. Anyhow, look, that's not the point. I called to tell you that after tonight's meeting, I was talking to the head of the SFF†¦ â€Å" For several seconds, although Sexton was still talking, all Gabrielle could hear was the blood rushing in shame to her face. Without the slightest challenge from her, the senator had calmly admitted tonight's meeting with private space companies. Perfectly legal. And to think what Gabrielle had almost considered doing! Thank God Yolanda had stopped her. I almost jumped ship to Marjorie Tench! â€Å"†¦ and so I told the head of the SFF,† the senator was saying, â€Å"that you might be able to get that information for us.† Gabrielle tuned back in. â€Å"Okay.† â€Å"The contact from whom you've been getting all your inside NASA information these past few months? I assume you still have access?† Marjorie Tench. Gabrielle cringed knowing she could never tell the senator that the informant had been manipulating her all along. â€Å"Um†¦ I think so,† Gabrielle lied. â€Å"Good. There's some information I need from you. Right away.† As she listened, Gabrielle realized just how badly she had been underestimating Senator Sedgewick Sexton lately. Some of the man's luster had worn off since she'd first begun following his career. But tonight, it was back. In the face of what appeared to be the ultimate death blow to his campaign, Sexton was plotting a counterattack. And although it had been Gabrielle who led him down this inauspicious path, he was not punishing her. Instead, he was giving her a chance to redeem herself. And redeem herself she would. Whatever it took. 80 William Pickering gazed out his office window at the distant line of headlights on Leesburg Highway. He often thought about her when he stood up here alone at the top of the world. All this power†¦ and I couldn't save her. Pickering's daughter, Diana, had died in the Red Sea while stationed aboard a small navy escort ship, training to become a navigator. Her ship had been anchored in safe harbor on a sunny afternoon when a handmade dory loaded with explosives and powered by two suicide terrorists motored slowly across the harbor and exploded on contact with the hull. Diana Pickering and thirteen other young American soldiers had been killed that day. William Pickering had been devastated. The anguish overwhelmed him for weeks. When the terrorist attack was traced to a known cell whom the CIA had been tracking unsuccessfully for years, Pickering's sadness turned into rage. He had marched into CIA headquarters and demanded answers.