Ms. Cindi Bigelow, COO and third generation in her family to head the R.C. Bigelow Tea Company, located in Fairfield, CT, believed one strategy to move her business forward would be to attract a younger audience for her product line. Hot tea appeals primarily to women 45+ who typically drink the beverage for its soothing effects. A test market, designed to make hot tea more appealing to a college-age audience, was conducted at a nearby university by a Students in Free Enterprise (SIFE) team drawn from the chapter's membership. Key words: Target audience, market segmentation, demographics, market research, promotion mix, advertising, copy development, media selection.

Conclusion:Fetal biometry assessment is widely dependent upon the choice of reference charts and equations. Appropriateness of fetal measurements with predicted values calculated upon reference equations used in each institution should be controlled. Such a process should be preliminary to any other quality control policy.Objective: To assess whether a didactic teaching program including the use of an amniocentesis training model improves resident physicians' confidence in their ability to safely perform an amniocentesis. Methods: Obstetrics and Gynecology resident physicians-in-training from two hospitals participated in an amniocentesis training program. The one-hour program involved didactic teaching by perinatology faculty and fellows about the indications, complications, equipment, and technique involved in performing ultrasound-guided amniocentesis. An integral component of the program involved the use of real-time ultrasound guidance while performing amniocentesis on a simulated abdomen constructed with a gelatin mold containing fluid-filled balloons. The residents were asked to record their confidence level (along a visual 10 point scale) in their ability to safely perform an amniocentesis pre-and posttraining. The t-test for correlated means was used to assess statistical significance at alpha = 0.05. Results: Twenty-five eligible residents recorded their pre-and posttraining confidence levels and 96% reported improved confidence in their ability to safely perform an amniocentesis. The mean preand post-training confidence levels were 5.0 and 7.5, respectively, with a mean improvement (post -pre) score of 2.5 (p < 0.0001). No differences were seen between university and community hospital training program residents (p = 0.4). A greater improvement was associated with earlier year in training.

Sitting around the kitchen table one late-winter morning, Lisa and Rick Agee were discussing which direction to take their small, home-based business located in rural New Milford, Connecticut, over the next three to five years. The couple was making and selling “Goatboy” brand bathroom soap using goatʼs milk as the key ingredient, and they were now trying to reconcile very different points of view on how to grow the business in early March 2006.

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