CHAPTER 8

This paper presents an alternative, "Latin" vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to reestablish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people's behaviour than either marketing institutions or other "formal" cultural authorities. There is also an element of resistance and reappropriation in the acts of being, gathering and experiencing together. This view of the shared experience of tribes sets it apart from both Northern notions of segmented markets and onetoone relationships. In this Latin view, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing becomes tribal marketing. In a marketing profession challenged by the Internet phenomenon, tribal marketing is by no means just another passing fad but a Trojan horse to induce companies to take on board the reemergence of the quest for community.

Question 1

What is favism?

Question 2

What is the haemoglobin content of reticulocytes and how can this be

measured or determined?

Question 3

We are told that an erythrocyte sedimentation rate (ESR) above

100 mm/h has a limited differential diagnosis, mainly vasculitis,

malignancy and granulomatous diseases. Could you explain whether

that applies to an ESR after one hour or two?

Question 4

What causes a raised erythrocyte sedimentation rate (ESR)?

Question 5

What are the causes of very raised erythrocyte sedimentation rate (ESR)?

I mean an ESR 100 mm/h. Is this test diagnostic in any disease besides

polymyalgia rheumatica and giant cell arteritis?

Question 6

1. Does the erythrocyte sedimentation rate (ESR) rise with age?

2. Can an ESR of 50 mm/h in an 80-year-old female with no evidence of

systemic disease be considered normal?

Question 7

1. What is a 'normal' erythrocyte sedimentation rate (ESR)? Is the

equation of a normal ESRage

10, correct?2. Would a normal ESR exclude a vasculitic cause in the case of stroke? 65

Question 8

In which conditions is C-reactive protein (CRP) more informative than

the erythrocyte sedimentation rate (ESR)?

Question 9

What is the management of an isolated high ferritin (without any signs,

symptoms or changes in the other blood investigations)?

Question 10

Is the mean corpuscular volume (MCV) useful? What is the RDW and

when is it used?