A place like no otherimagery

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A Place Like No Other

The temperature starts to rise and students are awaiting freedom for a few short

months. This is the time of year when people are dreaming of escaping the everyday

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hassles, with not one trip to the store or one more day of eight to five. To have a favorite

place that takes your breath away even for one short weekend is a place like no other.

Hardy Arkansas was a place of magnificent scenery with beautiful tall hills that

looked like they were overlapping each other. The sun shined down as if it was only

shining to show everyone what was just ahead of them. Cypress built houses that blended

with their surroundings stood two stories high with square shaped windows on each side

of the front door. A street of gifts and souvenirs attracted tourists as if these shops were

hypnotizing them and luring them in. T shirts hung outside on a metal rack, flags of all

colors blew in the wind, wind chimes created their own harmonious music, and windows

were stuffed with glass ornaments.

The next best thing about Hardy was the A framed houses that were available to

stay in. The house was shaped like an A and when you first walk in, the smell of a newly

built house with fresh paint just takes you away. It was two stories high and up stairs was

the bedroom with an A shaped window looking out at the clear lake below. Downstairs

was the kitchen and family room. The kitchens beautiful oak cabinets was a sight for the

eyes. The family room had a fireplace that created a feeling of warmth and security.

There were double sliding doors that led out to a deck in which you could sit and smell

the air coming off the glassy lake. Somehow this house gives you the peace and

happiness that helps the body relax.

Last but not least, was the Spring River. The baby blue and glassy river that was so cold yet so refreshing in the middle of summer, was so clear that you could look down and see fish swimming by. Trout fishing in the Spring River was one way people blew off steam in Hardy. The trout do not get very big and are different colors like a rainbow. You can stand in the middle of the river and throw your line just a little ways out and you can see the trout biting your line. It was almost as if they were trying to hold on to something while fighting against the fast currents and small waves.

Escaping for a weekend can be a dream come true. Hardy is the perfect place for unwinding, relaxing, and just having a great time. From the beautiful scenery, to the A framed houses, and how they create the warm and wonderful feelings, to the luxurious Spring River. These are all just a few examples reminding everyone how wonderful it feels just to get away and how there is one place to everyone that is a place like no other.

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Vitamin c abstract

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Obi Okafor

Biology 40

The history of Vitamin C can be traced back to 1500bc when there was an outbreak of scurvy in Egypt. It came up again in the 1400's in Europe when there were repeated cases of shipmen dying off during expeditions from scurvy (1). Modern research of scurvy started again in 107 when two Norwegian scientists in their quest to determine the cause of Beri beri in guinea pigs discovered scurvy instead (1). The theory of an antiscorbutic vitamin was postulated in 111, but it was not untill 18 that Dr Szent Gyorgyi isolated a substance from oranges, cabbage and the adrenals of Oxen. He called this substance Hexuronic acid, and determined its chemical formula to be C6H8O6. He gave some of his substance to W.M Haworth an English sugar chemist who determined the structural formula and they both named it ascorbic acid, from a-scorbutic which means anti-scurvy (). Gyorgyi received a noble prize for his discovery in 17, but there has been a lot of debate on who really discovered the vitamin (1).

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Vitamin C also called ascorbic acid is one of the most essential vitamins for human survival. It is a water-soluble vitamin and is present in every cell of the body especially cells of the nervous system, blood, teeth, bones and glands such as the thymus, adrenals and thyroid (5). Deficiency of vitamin C is scurvy. Scurvy is characterized by bleeding of gums, looseness of teeth, and weakness of joints. Without treatment scurvy can lead to death. An intake of 10mg/day of vitamin c is required for protection from scurvy, but for optimal health a much larger intake is needed (1). The average RDA value for children is 0-45mg/day, men and women 75-0mg/day and pregnant and lactating women 80-10mg/day. It is also advised that people who their metabolic turnover of vitamin C is more rapid than normal like smokers should add an additional 45mg/day to their average intake (8). Vitamin C is non-toxic, and has no harmful side effects. There have been cases of people taking 10 to 0g of vitamin C with no side effects. The only effect that was reported was diarrhea in the first couple of days (1).

Man, some species of monkeys and guinea pigs are the only mammals that cannot produce vitamin C endogenously. All other animals produce their vitamin C in their liver and hence never suffer from scurvy. Because we don't produce our own vitamin C it means that all vitamin C used by humans is received through foods and supplementation (1,,6). Foods rich in vitamin C are fruits and vegetables like oranges, lemons, grapes, tomatoes, green and red bell peppers, cabbage etc (1,,4). There is also a little vitamin c found in meat, but there is hardly any vitamin c left after meat is cooked.

Vitamin C is absorbed by active transport in the gut and is reabsorbed in the kidneys. Because the absorption mechanisms in the gut and kidneys can reach a saturation point, it is better to take multiple doses of vitamin c throughout the day rather than all at once (6). Some of the primary functions of vitamin C are in collagen metabolism, because the collagen protein requires vitamin C for hydroxylation. Vitamin C also helps optimize our immune system by stimulating the activity of antibodies and immune system cells like phagocytes and neutrophils. It is also an antioxidant along with vitamin E and helps stop free radical chain reactions that can lead to tumors and cancer (5). Research in vitamin C is very has gone far and wide in checking the influence of vitamin C on almost every biochemical process there is in the body and the role ascorbic acid in the prevention and cure of a variety of diseases ().

A study that was performed in Valencia Spain was conducted to check if vitamin C was associated with a reduced of cataract in the Mediterranean population. 4 cases with cataract and 4 age /sex frequency matched controls aged 55 to 74 yrs were selected from an ophthalmic outreach clinic. Participants were interviewed about their diet and education, also blood samples were analyzed to get the level of antioxidants. Blood levels of vitamin C above 4micromols/L were associated with 64% reduced odds for cataract (p0.0001). The data strengthened the evidence for a protective role for vitamin C on the aging of the lens (7).

Another study was performed to check the influence of environmental tobacco smoke on the vitamin C status in children. The study involved 51 children aged -1yrs, 50% of them were exposed to ETS because their parents smoked. When the results were gathered it was found that plasma ascorbate concentrations were lower, by . micro mol/L on the average, in the ETS-exposed children than in the unexposed children who consumed equivalent amounts of vitamin C. This was highly significant difference (p=0.00). The results suggests that children that are exposed to any amount of tobacco smoke should be encouraged to eat more foods with vitamin C or should be given equivalent doses as supplements (8).

Please note that this sample paper on vitamin c abstract is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on vitamin c abstract, we are here to assist you. Your persuasive essay on vitamin c abstract will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!

Tourism Industry Analysis in Kenya

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TABLE OF CONTENTS

INTRODUCTION ………………………………………………………………1

COMPETITION IN THE INDUSTRY …………………………………………….1

Threat of New Entrants …………………………………………………….1

Bargaining Power of Suppliers …………………………………………….

Bargaining Power of Buyers ………………………………………………4

Rivalry in the Industry ……………………………………………………..4

Threat of Substitute Products ………………………………………………6

DOMINANT ECONOMIC FEATURES ………………………………………….6

DRIVERS OF CHANGE …………………………………………………………..7

KEY SUCCESS FACTORS ……………………………………………………….

CONCLUSION AND RECOMMENDATIONS ………………………………...10

INTRODUCTION

Competition in the tourism industry is very high where destinations are fighting to retain and increase their market share of the shrinking tourism industry. Competitiveness between destinations is such that tourists will travel to the destination where they will get the best quality experience for their money.

Many countries are now developing uniform and standard criteria for their tourism services. This means that today's traveler will pay for value enhanced products but will also seek value for money and quality services throughout the full range of tourism product from budget tip end. These trends only serve to place greater emphasis on Kenya's ability to reposition itself in the international market place as a quality value added destination-delivering value for money.

I COMPETITION IN THE TOURISM INDUSTRY

THREAT OF NEW ENTRANTS

Kenya tourism industry is competing in the international market where the various destinations available in different countries compete against each other for tourists. Destination competition for Kenya varies between the source markets and importantly between the types of product under consideration. Kenya beach product may be said to compete against others Goa in the UK market, Mauritius in the French Market, Cuba in the German Market and the Bahamas in the US market. The rejuvenation of the Northern Tanzanian tourist circuit of Ngorongoro crater, Serengeti plains and Lake Manyara are also a threat.

The following table shows a matrix of product attributes across a combination of all source markets competing with Kenya.

Beach only

Cuba

Dominican Republic

Goa

Tunisia / Morocco

Mauritius

Caribbean Beach and culture

Thailand

Egypt

Indonesia

Malaysia

Mexico

Sri Lanka

Adventure and activities

South Africa

Botswana

Australia

Brazil / Paris

Nepal Beach and wildlife

Tanzania

Mozambique

Kenya clearly has various competitors for differing aspects of product portfolio. However, Tanzania's beach offering is questionable and Mozambique has yet to fully develop its potential, Kenya's simple combination of beach and wildlife makes the destination unique on the world wide stage.

Competition also takes the form of market presence in creating awareness and interest amongst potential customers, and in this aspect Kenya's share of voice has been minimal for a number of years. Direct marketing expenditure by key competitors such as Egypt and South Africa significantly exceed that of Kenya. Egypt has extensive advertising linked with good trade support. South Africa with a brand identity as "a world in one country" informs the travel trade within South Africa of key developments in originating markets while operating a strong in-market presence overseas. Destinations such as Australia promote strong advertising campaigns integrated with partnership marketing and are a leader in web-based travel trade training.

BARGAINING POWER OF SUPPLIERS

Competitor analysis seeks to identify aspects of competitive advantage whilst recognizing and acting upon areas of weakness. Kenya tourism as a better bargaining power and a more competitive edge against her competitors because of her unique competencies. These include

ɨ Unique wildlife and safari product combined with world class coastal resources and scenic diversity

ɨ People, heritage and history

ɨ Highly experienced travel industry

ɨ High levels of destination recognition in key source markets

ɨ Climate and proximity to key markets

ɨ Good will in relation to a new government both local and internationally.

All these competencies work towards increasing the bargaining power enjoyed by the Kenyan tourism industry. They are able to attract and influence the cost and revenues accruing to the industry. The industry can charge high rates to tourists while minimizing their costs.

The Kenyan industry being at risks of losing these tourists is pushed to lower their charges instead of loosing the tourist altogether.

The bargaining power of suppliers is low due to the following reasons

ɨ The current threats of terrorist attacks

ɨ Persistent security and crime perceptions

ɨ Poor infrastructure especially roads

ɨ Weak product interpretation

ɨ Limited quality control

ɨ Air access limitations

ɨ Entry impediments visa and airport logistics

BARGAINING POWER OF BUYERS

Many of the world's independent travelers some of whom are maturing away from the younger budget travelers will also seek out nature and culture destination preferring a more flexible and individual style of travel but still demanding an authentic experience. Independent travelers will often arrange their own flights and accommodation then purchase an excursion or safari after arrival in Kenya on a walk in basis. If it meets the requirements they will pay a lot for a unique Eco-tourism experience and adventure activity, long stay often compensates for low daily budgets.

However, tourists are also gaining bargaining power by getting more and more experienced and have increased awareness of what the markets are able to offer and the competition there in. They are increasingly aware of the weaknesses in the Kenyan industry and take the advantage of bargaining for lower charges.

RIVALRY WITHIN THE INDUSTRY

Different destinations with similar features are competing stiffly for the few tourists landing in Kenya

ɨ Travel agents - Many tourists arrange visits to Kenya through travel agents. The many travel agents in Kenya are competing against each other to attract as much correspondence as possible.

ɨ Hotels and lodges In 001 the Ministry of Tourism and Information (MTI) reported a total of ,8 hotels in Kenya. Of these the majority are on the coast 456 hotels with 8,74 beds, 48 of which (14,185 beds) are classified as 4 or 5 star. There are 4 hotels in Nairobi with 15,684 beds. Of these, 18 hotels (4, beds) are classified as 4 and 5 star. Park and reserves have 67 hotels with 5,75 beds, and the rest of Kenya has 1,7 hotels (MTI).

Hotels are competing with one another to attract more tourists to occupy their premises.

ɨ Local Handicrafts and Authentic Craft These with multi-cultural influences feature woodcarving, beadwork, painting and drawing, basketry, weaving, clothing ornaments and jewelry in a wide range of quality and price. Several thousand-licensed curio dealers in Kenya offer a great diversity of souvenirs. There are opportunities in Kenya crafts to be improved and promoted o international markets. These handicraft owners are competing to spread benefits more widely into local communities, reinforce pride in traditional practices, and help establish the national image of a rich cultural destination.

ɨ Game parks Kenya is firmly established as a leading wildlife safari destination. Kenya's 5 National Parks and Reserves cover approximately 8 percent of the total area of the country. Kenya's parks and reserves received a total of 1,56,00 visitors in 001, down 1 percent from 1,644,00 visitors in 000 (CBS). Each protected area is unique in its diversity, attractions, character and scenery. Arid and Semi arid ecosystems form the largest percentage of Kenya's famous parks and have a great diversity of spectacular and easily observable plain wildlife. These diverse entities strive for tourists to visit their destinations, as park fees constitute a large sum of their income. While inside the park, they visit hotels within the parks and consequently bring in income to the park.

THREAT OF SUBSTITUTE PRODUCTS

The focus on the tourism industry in Kenya is the available natural resources. Artificial facilities created e.g. the Nature Trail in Mombassa only add to the anesthetic value.

Substitute products may include

ɨ Low cost hotels in the town centers

ɨ Artificial facilities like Bamburi Nature trail

ɨ Illegal villas

ɨ All inclusive clubs

ɨ Home stays

ɨ Timeshare establishments

II DOMINANT ECONOMIC FEATURES

a) Competition

Competition is quite high in this industry due to its global nature.

b) Shrinking Potential

Terrorism and terrorist threats have lead to a decrease in industry size.

c) Resource Pooling

This is done at the regional level where resource pooling establishes regional joint marketing programs. This lower costs, increased growth in destination awareness, greater media exposure, earlier product positioning and more rapid penetration into target markets.

Joint management of resources, cooperative security, cost effective joint marketing and cross order protected areas such as Mara Serengeti, Amboseli, Kilimanjaro and Lake Victoria regions in Kenya.

d) Partnership

This exists between public and private sectors and it is advantages for smaller businesses with limited resources to market their products internationally. In Kenya we have initiatives between Kenya Tourism Board (KTB) and

ɨ Kenya safety center, (KSC)

ɨ Ecotourism Society of Kenya (ESOK)

ɨ Beach operators Relocation Programme (BORP)

ɨ Kenya Professional Safari Guides Association (KPSGA)

e) Strategic Positioning

Kenya tourism industry is well placed to respond to the global interest in eco-tourism.

Currently, there is a direct flight to Kenya that aims at encouraging frequent visits by the international tourists.

f) Product Differentiation

Kenya has stunning topography ranging from snow capped peaks of Mr. Kenya (51m) the cradle of civilization in the great Rift Valley, Alpine highlands lunar semi deserts, rolling Savannah plains, wilderness, deserts and some of the best palm fringed beaches in African and even the world over.

g) Distribution channels

The industry has a well elaborate distribution channel ranging from travel agents, telex and Internet.

h) Marketing

Tourism industry is characterized by heavy promotions to increase patronage. Nowadays marketing strategies are basis to any tourism industry in the world.

III DRIVERS OF CHANGE

 Long term growth

Industry showed positive growth despite various challenges.

i) During 001 tourism revenue rose to 4 million (US$07 million) representing .7 per cent total exports.

ii) Contributes to balance of payment exceeded in export value.

iii) In the Year 00 it contributed 8% of GDP.

 Product Innovation

i) Dedicated websites enable tourism to share experiences of tourism destinations.

ii) Digital television is a means whereby product information is obtained and

holidays are booked.

iii) Customers get access to greater range of information sources.

 Technology Change

Has become a fundamental aspect of the industry

i) Modern technology lowered costs of service delivery through efficient systems.

ii) Fast and quality services are offered.

 Market Innovations

i) Target marketing aims at consumer with a combination of technology through the

web and data casting T.V.

ii) The marketing bodies alert people about destinations encouraging hence encouraging business by securing email addresses including arrival and departure times.

iii) Special offers encourage visitors to return to Kenya.

iv) Extensive co-operation and partnership from with and without the travel industry to promote the industry in Kenya.

 Globalization

i) Same service/product is found in quite a number of countries.

ii) Regional cooperation provides linkages.

iii) East African tourism council formed aims at joint National Park fees, common visa and resolution of conflicting tourism policies.

 Government Intervention

The Kenyan Government has enacted legislatures governing the industry for purposes of providing safety standards and proper general welfare of all tourists in the country.

IV KEY SUCCESS FACTORS

ɨ Security

Acquire modern security gadgets for all the tourist destinations in Kenya.

ɨ Branding

Establish a strong and sustainable brand positioning providing optimal yield and season spread.

ɨ Different target market focus

Focus on core domestic markets and extend into emerging markets through emphasis on market specific web sites, trade and public relations.

ɨ Partnerships

Provide strong leadership to Kenyan tourism firms and develop valuable strategic relationships with stakeholders and relevant non-tourism organizations to harness the collective resource and expertise.

ɨ Product innovation

Enhance established products and develop a diverse portfolio of small-scale culture, adventure, activity and eco-tourism niche products.

ɨ Infrastructure

Acquire good means and modes of transport.

Effectively exploit the benefits of new media communication and distribution system to improve the speed, timeliness, depth and breadth of Kenya destination information.

ɨ Organization

Build a focused organizational structure and culture to increase efficiency and effectiveness and increase the quality and delivery of customer research and market intelligence to the travel trade.

Differentiate Kenya with a distinct market image and positioning in target markets as a "Uniquely Kenya" quality safari and coastal destination offering a rich diversity of culture, adventure activity and eco-tourism experiences.

CONCLUSION AND RECOMMENDATIONS

The Kenyan tourism industry is one of the industries that has experienced some unique dynamics. Security in tourist destinations is a very critical issue. It is one industry that needs a lot of reorganization. Terrorist attacks as well as threats have caused a great deal of depression in the industry. However, the technological, product and marketing innovations have determined which firm continues to stay in the industry and which one is pushed out. Only those firms who have placed their strategies well have been able to stay in the industry.

Firms in the tourism industry need to change their market focus, improve on their organization, enhance product/service innovation, take up more aggressive marketing strategies, acquire some modern technology and lastly ensure safe and secure environments. The Kenyan Government should assist in improving the infrastructure in order to attract more local and international tourists.

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Lucky's Alma Mater

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Lucky's Alma Mater

During the 1840's in Ireland, there was a terrible potato famine. Many people died. Those who didn't came to America, where the streets were "paved with gold." Or in this case, potatoes.

When the Irish arrived here, however, they found the streets were not paved with gold, or even the beloved potato. The storeowners and other employers would not hire the Irish because the Irish like to drink aplenty.

It is true that Ireland is home to some of the finest beer in world, and the Irish drink it; often. There are, many alcoholics Irishmen. But there are alcoholic Americans, too. However, when the Irishmen get inebriated, they tell stories and sing traditional Irish songs.

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To elaborate, the songs and stories are a big part of Ireland's rich culture. The songs are not offensive (most of the time) and express some of the many facets of the culture. Part of Ireland's history is shown in "Danny Boy", "Roddy McCorley" and countless others.

However, songs are not the only part of the culture. Leprechauns, fallen heroes, saint, are all parts of stories told in Ireland. The stories have had an impact on American culture, as well. "They're always after me Lucky Charms," is the catch phrase of a popular "Irish" cereal icon here in the states.

Another important aspect is religion. St. Patrick brought Catholicism to Ireland. He showed the Irish the Trinity in a was that they could understand and easily recognize; the shamrock (three leaves connected to one stem.) For that simple reason, shamrocks are out in full force around St. Patrick's Day.

Furthermore, history plays a huge role in the culture now in Ireland. The Irish have seen so many things, new religions, wars about those religions, The Lord of the Dance, and they have learned to deal with each. For religion, most Irishmen converted to Catholicism. The wars were eventually resolved and Michael Flately's popularity eventually wore off.

Additionally, Irish step dancing has been around for a very long time. In traditional step dance, the feet and legs move, while the arms and head remain stationary. Michael Flately took step dancing to the next level. Flatley can step at an amazing rate of 0 "taps" per second.

Not to forget, Flately is not the only Irishman famous in America. James Bond was Irish, or at least one of the actors who played him is. Along with Pierce Brosnon, other famous Irishmen include Colin Farrell (Phone booth) and Liam Neeson (Schindler's List) The movies that these Irishmen have been in help to entertain, or even change, us Americans.

Despite excessive drinking and smoking, the Irish are good people from a great country. Irish culture is perhaps the richest in the world, with songs, stories, a great history, fabulous actors, dancing, and a tiny leprechaun selling a delicious cereal. Irish culture flourishes today and will continue to until the end of time.

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Aristotle's Philosophy

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Aristotle wrote that "The ideal persuader should put the audience in the right emotional frame of mind (pathos), state the best arguments (logos), and have the right character (ethos). The persuader must not only try to make the argument of his speech demonstrative and worthy of belief; he must also make his own character look right."(p.118). All of these components are essential to building a persuasive argument. However some can be centered on one of the concept that Aristotle identified.

According to Aristotle, our perception of a speaker or writer's character influences how believable or convincing we find what that person has to say. This projected character is called the speaker or writer's ethos. Ethos refers to the trustworthiness or credibility of the speaker. It can be conveyed through tone and style but it is very likely to be applied to the reputation of the speaker. We are naturally more likely to be persuaded by a person who, we think, has personal warmth, consideration of others, a good mind and solid education. Often we know something of the character of speakers and writers ahead of time. People whose education, experience, and previous performances qualify them to speak on a certain issue grants them authority. But whether or not we know anything about the speaker or writer ahead of time, the actual text we hear or read, the way it is written or spoken and what it says, always conveys the impression of the author's character. Institutions, public roles and publications also project an ethos or credibility. We assume, for example, that The New York Times is a more credible source than The National Enquirer. We usually assume that a person selected for a position of responsibility or honor is more credible than someone without official command is.

The audience determines credibility so reliance on status and labels may not hold up. The audience makes a decision by what they see before them. It is a mental mirage. You must appear to be credible, because your label or status may not always carry you. Establishing credibility or making your audience believe that you are credible is important but there are other appeals to consider for argumentation purposes.

An argument can be developed through "pathos". The persuasive appeal of pathos is often associated with emotional appeal. An appeal to pathos causes the audience not just to respond emotionally but to identify the writer's point of view. It refers to the emotional and imaginative impact of the message on an audience, the power with which the speaker's message moves the audience to decision or action.

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There are many emotional appeals that target a specific feeling. These types of appeals can be very strong. There can be emotional appeals that install: fear, guilt, security, empathy, love, hate, and anger. These are all very intense emotion so it is obvious that messages that properly stimulate those sensations will be effective.

However some emotional appeals have their disadvantages to. If you attempt to install too much fear it will have little effect because it will be deemed as unbelievable. Guilt can be used in an incorrect manner as well. Like fear, guilt and other appeals can cause cognitive dissonance. As human we like things to be consistent. If we install fear, guilt, or anger it creates dissonance. The audience will not like to feel that way for too long. The dissonance creates an altered mood state and most people will take actions to maintain homeostasis. So therefore messages that target these emotions must have possible solutions and action that will alleviate the dissonance.

Logos according to Aristotle refers to the internal consistency of the message. The claim must be clarified, and logical. In order to be logical it must have effective supporting evidence. This is deemed to be the argument's logical appeal. Although we would like to think that we are all logical thinkers, the truth is that the other appeals often can become more persuasive than logical appeals. Logical arguments consist of medical documents, scientific theories, and experiments. We now that they are clear, concise, and sound. The premises of logical arguments must be the same.

Persuasion does not have to be logical. Logic is not consistent across an audience. You can be talking to a group of psychiatrist who have all had the same degree of education and exposure, but will select different forms of medications and treatments for one patient. This is because there are many logical routes to solve the problem. Logic does not rely on understanding personal and individual differences.

For argumentation to be persuasive you must go beyond the mere argument itself.

It must connect with the audience. Can't be complied directly from logic or, directly from the emotional point of view. An intersection must be established according to your audience.

Please note that this sample paper on Aristotle's Philosophy is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Aristotle's Philosophy, we are here to assist you. Your custom paper on Aristotle's Philosophy will be written from scratch, so you do not have to worry about its originality. Order your authentic assignment and you will be amazed at how easy it is to complete a quality custom paper within the shortest time possible!