Chapter 1 Marketing Management [本章学时]：4学时
[本章内容概要]：1.1 Marketing Management Philosophies
1.2 Marketing Segmentation, Market Targeting and Positioning [本章教学目的与要求]：The Production Concept, Product Concept and Selling Concept；The Marketing Concept and Societal Marketing Concept；Market Segmentation；Market Targeting；Positioning
[本章重点与难点]：Market Segmentation；Market Targeting；Positioning
1.1 Marketing Management philosophies 1 Definition of Marketing
We defining marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational
objectives.
Marketing is the business function that identifies customer needs and wants, determines which target markets the organization can serve best, and designs appropriate products, services and programs to serve these markets.
2 Marketing Management Philosophies
◆The production concept
It holds that consumers will favor products that are available and highly affordable.
Therefore, management should focus on improving production and distribution efficiency Two Suitable Situations
The first occurs when the demand for a product exceeds the supply.
The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down.
◆The product concept
Continuous improvement on good quality & performance and innovative features.
It holds that consumers will not buy enough of the organization’s products unless it undertakes a large-scale selling and promotion effort.
Most firms practice the selling concept when they have overcapacity.
◆The marketing concept
Determine needs wants, interests of target markets.
Deliver the desired Satisfactions to customers better than competitors
◆The societal marketing concept
It holds that the organization should determine the needs, wants, and interests of target markets.
It should then deliver superior value to customers in a way that maintains or improves th e consumer’s and the society’s well-being.
Considerations in setting their marketing policies: company profits, consumer wants, and society’s interests.
The marketing concept rests on four pillars which will be discusses below:
Target market, customer need, integrated marketing, and profitability.
Target market—no company can operate in every market and satisfy every need. Company can do best when they define their target markets carefully and prepare a tailored marketing program.
Customer needs—customer-oriented thinking requires the company to define customer needs from customer’s point of view. A company can respond to customers’requests by giving customers what they wants, or what they need, or what they really need.
Integrated marketing—when all the company’s departments work together to serve the customer’s interests, the results is integrated marketing. Integrated marketing takes placed on two levels.First, the various marketing functions must work together, such as advertising, sales
force, product management, and marketing research. Second, marketing must be well coordinated with other company department. Profitability—the ultimate purpose of the marketing concept is to help organization achieve their goals. In private firms, the major goal is profit; in nonprofit and public organizations, it is surviving and attracting enough funds to perform their work.
3、The Selling and Marketing Concepts contrasted
1.2 Market segmentation, Market Targeting and Positioning
1 Marketing segmentation—is the process of grouping a market into smaller subgroup. Profitable size - The relative profit potential in a segment is directly related to the competitive strength and cost effectiveness of the company. Even a small market may be profitable if the company has competitive pre-eminence.
Accessibility - A segment must be accessible through advertising, other promotional media, and distributive networks.
Self containment - Preferably a product launched at a market segment should not take demand from another product in the company's range.
Marketing mix response - The market segment should be responsive to marketing and promotion effort.
2 Marketing targeting—a targeting marketing
is the marketing segment which a particular product is market to. It is often defined by age, gender and /or social-economic grouping.
After the market has been separated into its segments, the marketer will select a segment or series of segments as a target. Resources and effort will be targeted at the segment.
A target market is the market segment which a particular product is marketed to. It is often defined by age, gender and/or socio-economic grouping.
There are three steps to targeting: market segmentation; target choice; product positioning.
3 Positioning—positioning is all about “perception”. As perception differs from person to person, so do the results of the results of the positioning exercise? For example, what you perceive as quality, value for money, etc, is
different to someone else’s perception.
After segmenting a market and then targeting a consumer, one proceeds to position a product within that market.
In marketing, positioning is the technique by which marketers try to create an image or identity for a product, brand, or company.
本章小结
More than any other business discipline, Marketing deals with customers. Indeed, the heart of Marketing is building relationships with customers. Anyone involved with any facet of Marketing is concerned with providing customers with value and satisfaction. The concern is always with managing and improving the Current customer relationships and developing new relationships. This is accomplished by learning about and understanding customer
needs and, in turn, developing products and services that respond to these needs while, at the same time, providing superior value.
复习思考题
a. Students work in pairs with one picking out some expressions or sentences from the dialogues and the other translating them to Chinese.
b. Monitor students’ work and give help if necessary.
c. Invite some pairs to present their work.
d. Comment on students’ work.
重要词汇表
需要:need 欲望want 需求:demand 产品:product
关系营销:relationship marketing 营销网:marketing network
生产观念:the production concept 产品观念:the product concept
相关群体:reference group 购买者角色:buying role
购买行为:buying behavior 认知需求:problem recognition
搜集信息:information search 组织者市场:orqanization market
派生需求:derived demand 缺乏弹性:inelastic demand
品牌策略:brand strategy 制造商品牌:manufactures brand
定价策略:pricing strategie 现金折扣:cash discount
数量折扣:quantity discount 功能折扣:functional discount
季节折扣:seasonal discount 新产品定价:new product pricing
产品组合定价:product-mix pricing 分销渠道:distribution channel
密集分销渠道:intensive distribution 选择性分销:selective distribution
独家分销:exclusive distribution 中间商品牌:intermediaries brand
批发商:whoksaler 零售商:retailer
百货公司:department store 超市:supermarket
便利店:convenience store 折扣店:discount store
促销组合:promotion mix 交流信息:communicating information
人员销售:personalo selling 广告策略advertising strateqie
公共关系public relation 营销调研:marketing research
产品策略:product strategie 产品组合:product mix
营销观念:the marketing concept 消费者市场consumer market
顾客满意:customer satisfaction 顾客总价值:total customer value
顾客总成本:total customer value 营销环境:marketing environment
营销信息系统:marketing information syste
市场细分策略:market segmentation startegie
目标市场策略:market tageting strategie
市场定位策略market positioning strategie
产品市场寿命周期;the product life cycle
销售观念:the selling/sales concept
社会营销观念:the societal marketing concept
宏观营销环境:macro-marketing environment 消费者行为模式:model of consumer behavior
价值,成本和满意:value,cost,andsatisfaction
交换和交易exchange and transaction
市场营销观念:marketing management philosophy
第一章第一篇sectiong Two variables u(t) and i(t) are the most basic concepts in an electric circuit, they characterize the various relationships in an electric circuitu(t)和i(t)这两个变量是电路中最基本的两个变量，它们刻划了电路的各种关系。 Charge and Current The concept of electric charge is the underlying principle for explaining all electrical phenomena. Also, the most basic quantity in an electric circuit is the electric charge. Charge is an electrical property of the atomic particles of which matter consists, measured in coulombs (C). 电荷和电流电荷的概念是用来解释所有电气现象的基本概念。也即，电路中最基本的量是电荷。电荷是构成物质的原子微粒的电气属性，它是以库仑为单位来度量的。 We know from elementary physics that all matter is made of fundamental building blocks known as atoms and that each atom consists of electrons, protons, and neutrons. We also know that the charge e on an electron is negative and equal in magnitude to 1.60210×10-19C, while a proton carries a positive charge of the same magnitude as the electron. The presence of equal numbers of protons and electrons leaves an atom neutrally charged. 我们从基础物理得知一切物质是由被称为原子的基本构造
修改过程装备与控制工程专业英语翻译Unit 16 压力容器及其部件 压力容器时不泄露的容器。它们有各种尺寸。最小的直径不到一英寸，最大的直径能达到150英尺甚至更大。某些是埋在地下或海洋深处，多数是安放在地上或支撑在平台上，还有一些实际上是在航天飞行器中的贮槽和液压装置中。 由于内部压力，容器被设计成各种形状和尺寸。内部的压力可能低到1英寸，水的表面压力可能达到300000多磅。普通的单层表面建筑压力是15到5000磅，虽然有很多容器的设计压力高出或低于这个范围。ASME锅炉和压力标准中第八卷第一节指定一个范围从15磅在底部到上限，然而，内部压力在3000磅以上，ASME 标准，第八卷第一节，指出考虑特殊设计的情况是必要的。 压力容器的典型部件描述如下: 圆柱壳体在石化工业中对于结构压力容器圆柱壳体是经常被用到的，它是很容易制造、安装并且维修很经济。虽然在一些场合应用载荷和外压控制，要求的厚度通常由内压决定。其他因素如热应力和不连续压力可能有要求厚度决定。 成型的封头许多的端封头和过度部分有设计工程师选择。用一种结构相对另一种依靠很多因素，如成型方法、材料成本、和空间限。一些经常应用的成型封头是: 带凸缘的封头这些封头通常在较低压力的压力设备中，例如汽油罐和锅炉。有些也应用在较高压力的但是较小直径的设备中。设计和结构的许多细节在ASME 标准，第八卷第一节中给出。 半球形封头通常，在一个给定温度和压力下半球形的要求厚度是相同直径和材料圆柱壳体的一半。假如我们用镍和钛昂贵的合金建造实心或覆盖形半球形封头，这样是很经济的。假如使用碳钢，然而，由于这高价的制造费用就不比凸缘形
abrasiveness 研磨；腐蚀absolute 绝对的accumulate 堆积；积累 acid 酸；酸性的，酸味的actuator 执行机构 adjust 调整；调节agitation 搅拌 air preheater 空气预热器 air register 空气调节器airflow 气流 alkali 碱 allowance 公差，容差，容许量alloy 合金 alternating current 交流电 angle 角度，角 apparatus 装置，仪器，仪表application 应用 artificial 人造的；仿造的assembly 装配 atmospheric 大气的，大气层的austenite 奥氏体 automation 自动化，自动操作auxiliary 辅助设备，附属机构backflow 回流 baffle 挡板；折流板；隔板batch 一批，批量 bearing 轴承 bellow 波纹管 belt 带；腰带；地带blade 叶片 blower 鼓风机 boiler 锅炉
bolt 螺栓 bonnet 阀盖，阀帽，机罩box furnace 箱式炉 brittle 易碎的，脆弱的burner 燃烧器 bushing 轴衬；套管butterfly valve 蝶阀capacity 容积 carbon steel 碳钢，碳素钢casing 机壳 cast 浇铸 catalyst 催化剂category 分类，种类cavity 腔；洞，凹处centrifugal force 离心力chamber 腔，室，船舱check valve 止回阀checklist 检查表，清单classify 分类；分等clockwise 顺时针方向的coating 涂层，覆盖层coefficient 系数 coil 盘管，线圈 coking 结焦，焦化 column 圆柱，柱形物combination 结合 combustion 燃烧，氧化 component 成分；组件；零件composition 组成，成分 compressor 压缩机 concentration 浓度 concentric 同轴的，同心的
注：电气工程及其自动化专业英语翻译 1~7面 班级：1002班 学号：20 姓名：王定瑞 PART 1 FUNDAMENTALS OF ELECTRIC ENGINEERING Chapter 1 Circuit Fundamentals 第1部分的电气工程基础 第1章电路原理 Electrostatic Charges 静电荷 Protons and electrons are parts of atoms that make up all things in our world. The positive charge of a proton is similar to the negative charge of an electron. However, a positive charge is the opposite of a negative charge. These charges are called electrostatic charges. Each charged particle is surrounded by an electrostatic field. 质子和电子部件的原子构成一切事物在我们的世界。正电荷的质子是类似于负电荷的电子。然而,一个正电荷的反面是一个负电荷。这些指控被称为静电荷。每个带电粒子周围是一个静电场。 The effect that electrostatic charges have on each other is very important. They either repel (move away) or attract (come together) each other. It is said that like charges repel and unlike charges attract. 这个效应,静电指控对方是非常重要的。他们要么排斥(离开)或吸引(一起)每个其他。据说,同种电荷排斥和异种电荷吸引。 The atoms of some materials can be made to gain or lose electrons. The material then becomes charged. One way to do this is to rub a glass rod with a piece of silk cloth. The glass rod loses electrons ( - ) , so it now has a positive ( + ) charge. The silk cloth pulls electrons ( - ) away from the glass. Since the silk cloth gains new electrons, it now has a negative ( - ) charge. Another way to charge a material is to rub a rubber rod with fur. 原子的一些材料可以获得或失去电子。材料然后变成带电。一个办法是摩擦玻璃棒用一块丝绸。玻璃棒失去电子(-),所以它现在有了一个积极的(+)费用。丝绸布拉电子(-)远离玻璃。因为丝绸布获得新电子, 现在有一个负(-)费用。另一种方式收取材料是磨橡胶棒带毛皮。 It is also possible to charge other materials because some materials are charged when they are brought close to another charged object. If a charged rubber rod is touched against another material, the second material may become charged. 2 Remember that materials are charged due to the movement of electrons and protons. Also, remember that when an atom loses electrons ( - ), it becomes positive ( + ). These facts are very important in the study of electronics. 也有可能收取其他材料,因为一些材料费用当他们带来了接近另一个带电物体。如果一个带电橡胶棒是感动与另一个材料,第二材料可能成为带电。2记住材料被指控由于电子和质子的运动。同时,也要记住,当一个原子失去电子(-),它成为积极的(+)。这些事实是非常重要的在学习电子产品。 Charged materials affect each other due to lines of force. These imaginary lines cannot be seen. However, they exert a force in all directions around a charged material. Their force is similar to the force of gravity around the earth. This force is called a gravitational field. 带电材料互相影响由于力线。这些假想的线不能被看到。然而,他们施加一个力向四面八方围绕一个带电材料。他们的力量是类似于重力围绕地球。这个力称为引力场。 Most people have observed the effect of static electricity. Whenever objects become charged, it is due to static electricity. A common example of static electricity is lightning. Lightning is caused by a difference in charge ( + and - ) between the earth's surface and the clouds during a storm. The arc produced by lightning is the movement of charges between the earth and the clouds. Another common
Reading Material 6 Stainless Steel Stainless steels do not rust in the atmosphere as most other steels do. The term "stainless" implies a resistance to staining, rusting, and pitting in the air, moist and polluted as it is, and generally defines a chromium content in excess of 11 % but less than 30%. And the fact that the stuff is "steel" means that the base is iron. Stainless steels have room-temperature yield strengths that range from 205 MPa (30 ksi) to more than 1725 MPa (250 ksi). Operating temperatures around 750 C (1400 F) are reached. At the other extreme of temperature some stainless steels maintain their toughness down to temperatures approaching absolute zero. With specific restrictions in certain types, the stainless steels can be shaped and fabricated in conventional ways. They can be produced and used in the as-cast condition; shapes can be produced by powder-metallurgy techniques; cast ingots can be rolled or forged (and this accounts for the greatest tonnage by far). The rolled product can be drawn, bent, extruded, or spun. Stainless steel can be further shaped by machining, and it can be joined by soldering, brazing, and welding. It can be used as an integral cladding on plain carbon or low-alloy steels. The generic term "stainless steel" covers scores of standard compositions as well as variations bearing company trade names and special alloys made for particular applications. Stainless steels vary in their composition from a fairly simple alloy of, essentially, iron with 11% chromium, to complex alloys that include 30% chromium, substantial quantities of nickel, and half a dozen other effective elements. At the high-chromium, high-nickel end of the range they merge into other groups of heat-resisting alloys, and one has to be arbitrary about a cutoff point. If the alloy content is so high that the iron content is about half, however, the alloy falls outside the stainless family. Even with these imposed restrictions on composition, the range is great, and naturally, the properties that affect fabrication and use vary enormously. It is obviously not enough to specify simply a "stainless steel.” Classification the various specifying bodies categorize stainless steels according to chemical composition and other properties. However, all the stainless steels, whatever specifications they conform to, can be conveniently classified into six major classes that represent three distinct types of alloy constitution, or structure. These classes are ferritic, martensitic, austenitic, manganese-substituted austenitic, duplex austenitic ferritic, and precipitation-hardening. Each class is briefly described below. (1) Ferrous stainless steels: This class is so named because the crystal structure of the steel is the same as that of iron at room temperature. The alloys in the class are magnetic at room temperature and up to their Curie temperature (about 750 C; 1400 F). Common alloys in the ferrous class contain between 11% and 29% chromium, no nickel, and very little carbon in the wrought condition. (2)Martensitic stainless steels: Stainless steels of this class, which
第一章第一篇sectiong Twovariables u(t)and i(t)arethemostbasicconceptsinanelectriccircuit,theych aracterizethevariousrelationshipsinanelectriccircuitu(t)和i(t)这两个变量是电路中最基本的两个变量，它们刻划了电路的各种关系。 ChargeandCurrent ×10 ed. 于1.602100×10-12C，而质子所带的正电量在数值上与电子相等。质子和电子数量相同使得原子呈现电中性。 Weconsidertheflowofelectriccharges.Auniquefeatureofelectricchargeorelect ricityisthefactthatitismobile;thatis,itcanbetransferredfromoneplacetoano ther,whereitcanbeconvertedtoanotherformofenergy让我们来考虑一下电荷的流
动。电荷或电的特性是其运动的特性，也就是，它可以从一个地方被移送到另一个地方，在此它可以被转换成另外一种形式的能量。Whenaconductingwireisconnectedtoabattery(asourceofelectromotiveforce),th echargesarecompelledtomove;positivechargesmoveinonedirectionwhilenegativ echargesmoveintheoppositedirection.Thismotionofchargescreateselectriccur ～ 上时( 于是电流就是电荷的时率，它是以安培为单位来度量的。从数学上来说，电流i、电荷q以及时间t之间的关系是： Thechargetransferredbetweentime t0and t isobtainedbyintegratingbothsidesofE q.(1-1).Weobtain从时间t0到时间t所移送的电荷可由方程（1－1）两边积分求得。我们算得：
To sum up总而言之 Dosums算术 Safety protectionof crane起重机的安全保护Productive maintenance生产维修 Equipment service specification设备维修规程Periodic service of equipment 设备的定期检查Regional service of equipment设备的区域维修Dropping your pants降低产品价格求购 Lose face 失面子 Green light 可行的 Save one's neck免受处罚 Stare from scratch白手起家 Keep a good house受到好的招待 For a song 便宜的 Never say under不肯承认 Put onair摆架子 Encroach upon染指 Get snubbed碰钉子 Show magnanimity更高姿态 Dawdle a long待工 Small a rot 感到不妙 Covet money 贪财 Not reveal one's silver in pocket 财不外露Make a humble fortune 理财有方 Regard money as one's life 爱财如命 A mass great fortune 一大笔财富 Unit 2 Commodity inspection商品检测 Plant model selection设备模具的选择(设备选择) Investment plan of plant设备投资计划 Plant renewal 设备的更新 Open-case inspection 开箱检查 Claim for equipment 索赔(设备) Cross over structure 跨越结构 Static strength 静力强度分析 The lion share 最大的分量 Think tank 智能团 Anoutright majority 绝大多数 Live up to a promise 实现，守诺言 Chief Representative行政专家 Chief executive行政主管 Department manager 部门主管
Reading Material 2 Shear Force And Bending Moment In Beams Let us now consider,as an example ,a cantilever beam acted upon by an inclined load P at its free end [Fig.1.5(a)]. If we cut through the beam at a cross section mn and isolate the left-hand part of the beam as free body [Fig.1.5(b)] ,we see that the action of the removed part of the beam (that is ,the right-hand part) upon the left-hand part must be such as to hold the left-hand part in equilibrium. The distribution of stresses over the cross section mn is not known at this stage in our study ,but we do know that the resultant of these stresses must be such as to equilibrate the load P.It is convenient to resolve the resultant into an axial force N acting normal to the cross section and passing through the centroid of the cross section,a shear force V acting parallel to the cross section, and a bending moment M acting in the plane of the beam. The axial force ,shear force, and bending moment acting a across section of a beam are known as stress resultants. For a statically determinate beam,the stress resultants can be determined from equations of equilibrium. Thus ,for the cantilever beam pictured in Fig.1.5,we may write three equations of statics for the free-body diagram shown in the second part of the figure. From summations of force in the horizontal and vertical directions we find ,respectively, N=P cosβV=P sinβ N=P cosβV=P sinβ And,from a summation of moments about an axis through the centroid of cross section mn ,we obtain: M=Px sinβ Where x is the distance from the free and to section mn,thus, through the use of a free-body diagram and equations of static equilibrium,we are able to calculate the stress resultants without difficulty. The stresses in the beam due to the axial force N acting alone have been discussed in the text of Unit.2;now we will see how to obtain the stresses associated with bending moment M and the shear force V. The stress resultants N,V and M will be assumed to be positive when they act in the directions shown in Fig.1.5(b).this sign convention is only useful,however ,when we are discussing the equilibrium of the left-hand part of the beam. If the right-hand part of the beam is considered, we will find that the stress resultants have the same magnitudes but opposite directions [see Fig.1.5(a)] . Therefore,we must recognize that the algebraic sign of a stress resultant does not depend upon its direction in space, such as to the left or to the right, but rather it depends upon its direction in space ,such as to the left or to the right, but rather it depends upon its direction with respect to the material against which it acts. To illustrate this fact, the sign conventions for N, V and M are repeated in FIig1.6, where the stress resultants are shown acting on an element of the beam. We see that a positive axial force is directed away from the surface upon which it acts
Unit 19 Types of Heat Exchangers Heat exchangers are equipment primarily for transferring heat between hot and cold streams.They have separate passages for the two streams and operate continuously.The most versatile and widely used exchangers are the shell-and-tube types but various plate and other types are valuable and economically competitive or superior in some applications.These other types will be discussed briefly but most of the space following will be devoted to the shell-and-tube types primarily because of their importance but also because they are most completely documented in the literature.Thus they can be designed with a degree of confidence to fit into a process.The other types are largely proprietary and for the most part must be process designed by their manufacturers. Plate-and-Frame Exchangers Plate-and-frame exchangers are assemblies of pressed corrugated plates on a frame. Gaskets in grooves around the periphery contain the fluids and direct the flows into and out of the spaces between the plates.Close spacing and the presence of the corrugations result in high coefficients on both sides several times those of shell-and-tube equipment and fouling factors are low.he accessibility of the heat exchange surface for cleaning makes them particularly suitable for fouling services and where a high degree of sanitation is required as in food and pharmaceutical processing.Operating pressures and temperatures are limited by the natures of the available gasketing materials with usual maxima of 300 psig and 400 F. Since plate-and-frame exchangers are made by comparatively few concerns most process design information about them is proprietary but may be made available to serious engineers.Friction factors and heat transfer coefficients vary with the plate spacing and the kinds of corrugations.Pumping costs per unit of heat transfer are said to be lower than for shell-and-tube equipment.1n stainless steel construction the plate-and-frame construction cot is 50%-70% that of the shell-and-tube. Spiral Heat Exchangers In spiral heat exchangers the hot fluid enters at the center of the spiral element and flows to the periphery; flow of the cold liquid is countercurrent entering at the periphery and leaving at the center.Heat transfer coefficients are high on both sides and there is no correction to the log mean temperature difference because of the true countercurrent'action. These factors may lead to surface requirements 20% or so less than those of shell-and-tube exchangers. Spiral types generally may be superior with highly viscous fluids at moderate pressures. Compact (Plate-Fin) Exchangers Compact exchangers are used primarily for gas service.Typically they have surfaces of the order of 1200 m2 /m3 corrugation height 3.8-11.8 mm corrugation thickness 0.2-0.6 mm and fin density 230-700 fins/m.The large extended surface permits about four times the heat transfer rate per unit volume that can be achieved with shell-and-tube construction.Units have been designed for pressiIres up to 80 atm or so.The close spacings militate against fouling https://www.doczj.com/doc/e18760003.html,mercially compact exchangers are used in cryogenic services and also for heat recovery at high temperatures in connection with gas turbines.For mobile units as
Homework of Chapter One 1. Chapter 1 Multiple Choice Select the best answer for each question below. When you are finished, check your answers by clicking the 'Check Answers' button at the bottom of the page. 1.People, procedures, software, hardware, and data are the five parts of a(n) competency system computer system information system software system 2.Procedures are typically documented in manuals written by computer specialists end users Microsoft service providers 3.Which of the following is an example of connectivity data hard disk
Internet power cord 4.Windows 7 is an example of a(n) application software browser operating system shareware 5.The most powerful type of computer. mainframe computers microcomputers minicomputers supercomputers 6.The system component that controls and manipulates data in order to produce information is called the keyboard microprocessor monitor mouse
1 INTRODUCTION TO PROCESS MEASUREMENT AND CONTRL OBJECTIVES When you complete this chapter you will be able to: ·Define process measurement ·Define process control ·Calculate simple return on investment from a process control system ·Sketch a block diagram of a process control loop ·Describe typical industrial processes under process control ·Draw simple Process and Instrumentation Diagrams (P&ID) using ISA symbols ·Describe the measuring sensor block of a control loop ·Describe the controller block of a control loop ·Describe the process adjustment block of a control loop ·Describe the signals circulating around a control loop 1.1 PROCESS MEASUREMENT AND CONTROL DEFINED Processes include anything from the heating of your house to the marketing of baby food. For our purposes, however, we will be concerned on1y with industrial processes such as the distillation of crude oil, or the digestion of wood chips to make pulp, or the conversion of pulp to paper, or the fabrication of plastic products such as 1-liter plastic soft drink bottles. These are overall processes and each of them will usually include many subprocesses. Process measurement is defined as the systematic collection of numeric values of the variables that characterize a process to the extent that the process control criteria of the process user are satisfied. As an example, if you require your house temperature to be maintained between l8o C and 24o C with an accuracy of 0.25o C, then your thermostat must measure the temperature and collect its numeric value for your furnace controller so that it will maintain this accuracy As another example, if the owner of a distillation plant making gasoline requires a certain octane range from the plant, then all the measuring and control instruments on the plant must be chosen to work together accurately to ensure that the plant achieves those criteria. As a final example, if the manufacturer of baby food wishes to make mashed carrots for the market, then he will ask a market analyst to acquire data on the potential customers of mashed carrots for babies. The purpose of process measurement is to assist a human or a machine to monitor the status 1