Health and Physical Education WS31002

151 Taen, Kao Taen, Krayasart, Rolled wafer, Tongtan, Tongphab, Krobkhem, Curry puff, fried crisp rice cake, Thong Yip, Thong Yod, Foi Thong, biscuit, cookie, éclair, wafer, and snacks), processed vegetables and fruits (dried bananas, sweet banana crisps, buttered bananas, banana jam, pineapple jam, preserved mangos, preserved guavas, pickled star gooseberries, pickled mangos, pickled guava, conserved garcinia, and conserved mango), and animal products (salted eggs, dried shredded pork, dried crispy pork, sweetened pork, dried crispy fish, sweetened beef etc.) Ready to cook is a set of readily prepared ingredients to be cooked by a consumer at home. It is necessary to observe its expiration date since raw ingredients are more likely to spoil. Selling cooked food with sanitation Selling cooked food is the process of transferring the product from the food producer to the consumer by applying the principles of food sanitation starting from production, packaging, transportation, and storing the food for sale until the product reaches the consumer; as shown in the diagram below. Production and Transportation Consumer packaging and storage The parties involved in food distribution include the producer, the middleman, and the consumer. The producer may directly pass the food to the consumer or utilize indirect channels by passing through the middleman; as shown below. Producer Consumer Producer Middleman Consumer

152 The market for cooked food 1. Domestic market 2. Regional market (ASEAN) 3. International market Marketing mix for ready-made food means to proportionately determine the mixture of production, distribution, pricing, and promotional activity according to the customer’s needs, the social needs and the level of competition (or defined as the 4Ps). The marketing mix includes: 1. Production means the cooked food has been complied with the principles of food sanitation and the customer’s needs. 2. Price refers to an appropriate price that satisfies and is accepted by the customers. 3. Place means selling food through the distribution channels including selling through middlemen, determining the means of transportation, or determining the storage of food waiting for sale; all of which must comply with the principles of food sanitation. 4. Promotion refers to using various promotional media that is suitable to the target market or refers to any communication to customers to let them know certain product details such as price and places to buy. The promotional activities may involve a salesman, giving out product samples, coupons, providing a stamp of promotion, and other prizes as well as other means of advertising. Patterns of sales 1. Wholesale refers to selling products in a large quantity with a discounted price to make the product resalable. 2. Retail means selling products or services to consumers directly and not for resale. 3. Direct sales is defined as marketing and selling of products or services directly to the customers at their places or workplaces, or other places that are away from a fixed retail location by utilizing a salesman, a freelance seller in both single or multi-level marketing. Choosing a location: An entrepreneur must first look for a good location suitable for business by considering factors that include a place for the business, the number of customers, and convenient transportation.

153 Decorating the store and setting products according to the principles of food sanitation The list below shows factors that should be considered in decorating the store 1. Light in the store: since natural light in the store is usually insufficient and sun light seems to damage the products, the use of electric light in the store, though more expensive, seems appropriate and can attract more customers than gloomy shops. The fluorescent light is commonly used in stores; however, before making a decision on such an issue, it is crucial to determine the number of fluorescence lamps to use and the cost of electricity as well as the usability. 2. Use of color in store design: apart from painting the store with bright and brilliant colors, the tones of the product’s package can also be used to decorate the store for a better look. Such products must be well placed in a position visible to customers. 3. Placing a product near the store’s entrance: a store entrance is commonly a suitable place for exhibiting a promotional product since it is the place where the customers always walk past. Therefore, it is necessary to attractively arrange the products in this area, especially around the cashiers where customers have to wait and queue for payment. Small items that might be purchased by the customers is appropriate. 4. Categorizing the product: products that look identical or can be used together should be shelved together; for example, drinking water with carbonated drinks, bread and bakery with snacks. 5. Labeling the product types: labeling the product is primarily for the purpose of indicating the type of product in order for it to be found conveniently by the customers. A label might be put up on the wall and in the middle of the top shelf. The product should always be placed in the same spot and this spot should not be changed too often since it will make customers waste their time searching for the product. 6. Labeling a price tag: nowadays most customers are interested in product details in terms of product packages, names, instructions, and expiration date, so it is necessary to clearly put on a price tag that is visible to both the customers and the cashiers. For certain types of product that are sold in large quantities, it is possible to put up the price in the form of a cutout or a poster which will be convenient for the customers. For products in the same category but different brands, it might be appropriate to put up price tags on the shelves which will provide product details and help the customer to conveniently compare product prices, although an extra effort is required when there is a change in product price. Furthermore, doing this also makes it easy for the cashier to ask for payment.

154 Arranging the product attractively influences the customers to buy the products. To help to create the customer’s interest, one should take the following rules into consideration: 1. Customer’s satisfaction 2. Arrange the products in an area designated for selling 3. Place most of the products at eye level 4. Always place products at the front of the shelf 5. Adjust the shelf in accordance with the size of the product placed 6. Use a box to prop the product up for aesthetics 7. Consider neatness. Products vary in terms of style and size; it is appropriate to arrange these products to help the customers compare such products. Identical products should be organized together in the same place and should be arranged both horizontally and vertically. 8. The first product in should be the first one out. The older product should be cleaned, put in the front row, and sold before the newer one. 9. Prevent the loss of products by appropriately arranging the aisles in the store in order to let the customer conveniently reach the products and it is easily noticeable when any goods are missing. Moreover, a product near it’s expiration date should be separately organized as a promotional product to clear the remaining stock.

155 Managing a warehouse according to the principles of sanitation Warehouse management is necessary in order to deliver products to the customers. The main purposes in managing a warehouse are to ensure deliveries are worth the investment, to control the quality of storage, to prevent loss occurring from operations in order to keep the operating cost as low as possible, and to fully utilize the warehouse space. Attributes for sales excellence Good service comes from an individual utilizing skills, experience, and other attributes to satisfy customers and make them return to reuse the service. Certain attributes for sales excellence includes:  Service Mind: service providers must voluntarily put in an effort, devote themselves, and love to provide services.  Knowledge: service providers must possess the knowledge of the work that they are responsible for and be able to correctly respond to questions relating to the products or services from the customer. Moreover, they should attempt to learn new technology regularly.  Observation: service providers must be observant. They have to determine what kind of service will satisfy the customer and creatively think of better service that will even further satisfy the customer as well as responding to a customer’s needs.  Enthusiasm: an act of enthusiasm depicts a willingness to provide service, support, and care which will lead to a good brand image.  Manner: a manner is action and words that express one’s thoughts and feelings. A service provider should possess a good manner in order to comfort the customer obtaining the service.  Creativity: A service provider should possess creative thinking and an ability to provide better services without adhering to current experiences  Emotional control: In the service profession you will assist various types of customers in terms of social class and educational background, as well as manners. When the customers are dissatisfied, they might blame, abuse, or show a bad temper towards the service provider, so the service provider must control his or her emotions.

156  Calmness: A service provider should be calm. Most customers will generally ask for assistance; however, in some cases they might have an urgent problem and the service provider is supposed to analyze the cause of the problem and find the best solution.  Attitude: since the nature of service work is to provide assistance, a service provider should possess a good attitude towards the work and a willingness to provide service. If, however, service providers have a negative feeling towards their work, they will be unable to provide good service. On the other hand if they have a positive attitude in providing service, they will place an importance on their work and fully carry out their jobs which leads to a valuable and excellent outcome.  Responsibility: This refers to a responsibility towards customers. In marketing, sales, and service, there is a concept to have the service provider focus on the customer with responsibility such as ‚the customer is the most important person‛ and ‚the customer is always right‛. Consumer behavior and the distribution channels for cooked food Consumer behavior refers to an individual’s decision making process relating to the use of products and services. Benefits of studying consumer behavior 1. To help the marketer understand the factors influencing a consumers selection of products. 2. To help concerned parties to correctly interpret the factors that influence the buying decisions of consumers, and to align that with their business capabilities. 3. To help develop markets and products. 4. To help in analyzing the market in order to precisely respond to consumer needs by producing the right products. 5. To help improve marketing strategies in order to establish a competitive advantage. Evaluating the customers satisfaction Satisfaction refers to an intrinsic feeling which varies depending on the level of expectation of each individual. The more their expectations are met, the more satisfaction is felt. However, if expectations are not fulfilled or expectations are not met, one might feel disappointed. Expectations are, therefore, a key factor.

157 Essential factors in evaluating service quality 1. Convenience means the convenience of meeting or contacting the service provider. This covers opening and closing times, location, and other ways to contact the service provider such as a convenient location accessible by the customers. 2. Communication refers to any communication providing information to customers to help them understand about a product, as well as listening to customer’s opinions, recommendations, or comments relating to the services provided by the business. 3. Capability is the skill, knowledge and ability of the service provider in providing services such as knowledge and skill in providing product information. 4. Courtesy means the courtesy of the service provider, the respect shown towards customers, and the friendliness extended to consumers. Some examples include providing service with a smile and politely speaking with customers. 5. Reliability refers to dependability and honesty of the service provider as well as a good reputation and brand image. 6. Regularity means the ability to certainly and precisely carry out work as promised such as providing the exact services that the customer expects. 7. Swift reaction is a willingness of the service provider to swiftly provide the service such as immediately providing service for the customer as a cashier. Satisfaction surveys Satisfaction surveys are an essential tool in developing and improving work processes in an organization. The information from the survey is fed back to the organization and shows the behavior and needs of the customer such as purchasing behaviors and use of services, which is a key performance indicator in an organization. Measuring satisfaction might include observation, interviews, and questionnaires. Mahatma Gandhi once said: A customer is the most important visitor on our premises. He is not dependent on us; we are dependent on him. He is not an interruption in our work; he is the purpose of it. He is not an outsider in our business; he is a part of it.

158 We are not doing him a favour by serving him; he is doing us a favour by giving us an opportunity to do so. \" Sales Promotion Sales promotion is the arrangement of marketing and sales promotional activities such as providing giveaways, exhibiting products, discounting, distance marketing, advertising mail, and any other means that triggers a purchasing decision towards your products or services Sales promotion methods  Sales promotion by discounting is conducted by both providing a discount on the ordinary sales price such as giving a 25% discount every Wednesday and by increasing the product quantity for the same price such as ‚Lactasoy Extra 300 with higher volume but at the same price‛. However, such a higher sales volume from promotion usually comes up with less profit, so it is crucial to take this into consideration and to consider the effects towards brand image.  Sales promotion using coupons A coupon is another means to provide a discount. The main objective in using a coupon is to motivate the customer to use the coupon as often as possible. There are various approaches to distribute coupons; for example, - Put the coupon on the product to motivate repurchase - Distribute the coupon via the newspaper or magazine to motivate the consumer to buy products.  Sales promotion by giving an extra product is also a widely used method; the customers will get an extra product when they purchasea certain amount of product; for instance, buy ten and get one free.  Sales promotion by a prize contest is commonly used nowadays; especially in the product exhibition where there are pretty girls giving information on product qualities and arranging an easy contest with small prizes in order to attract customers passing by and giving them souvenirs if they answer questions correctly.  Sales promotion by lucky draw; although this method can be seen in different ways, the common approach is to include a lucky draw coupon with the product or print it up with the product’s label or a sticker. However, using such approaches, the manufacturer will need to consider the convenience for the customers to submit these coupons and the coupons must not be removed by people before they actually buy the product.

159  Sales promotion by providing certain privileges to regular customers to motivate them to regularly buy the products or services; for example, most airlines have a mileage accumulation campaign that can be exchanged for a free flight ticket when the amount of accumulated miles reaches a particular point, Japanese restaurants such as Fuji and Zen give a stamp when the customers spend more than 300 baht and these stamps can be exchanged for a discount coupon or a dish of food, or some gasoline stations provide a member card giving a special discount to customers.  Sales promotion via product placement; research of consumers’ behavior in retail stores indicates that the sales volume will increase if the placement of products is attractive and visible to customers. To improve product visibility the products must be at eye level and arranged orderly. You may notice that consumer products in supermarkets have been positioned in that way.  Sales promotion by giving away a product sample; such an approach involves giving away a product sample to let the customer use the product before actually buying it. Sometimes customers prefer the products they currently are using, so providing a sample may attract customers who currently use a competitors’ products. However, it is important to note that sales promotions should be very simple and not too complex for the customers. Technology involved in distributing the product E-Commerce is buying or selling products on the internet in which the customer can select the product, calculate the cost, and make a buying decision using a credit card and the seller can present the product, examine the customer’s credit, receive the money paid for the product, and coordinate with the distributor, all of which can be done electronically on the internet. Advantages: 1. Shopping can be done 24 hours a day 2. Internet trading is global 3. E-Commerce requires little investment 4. It can eliminate any logistical issues 5. Internet makes advertising easy; coverage is worldwide

160 Disadvantage 1. E-Commerce needs an effective internet security system 2. Countries conducting such trading require support in terms of laws and regulations 3. Taxes must clearly be managed 4. Both buyers and sellers require a basic knowledge of internet technology The common processes of E-Commerce 1. The customer selects a product listed in the catalog 2. The customer places an order 3. The customer makes a payment 4. The customer waits for the product to be shipped The E-Commerce website Some examples of domestic websites are www.shop4thai.com, www.chulabook.com, www.tohome.com Some examples of international websites are www.amazon.com , www.alibaba.com, www.ecplaza.net Business management Capital and sources of capital Capital refers to the money that is raised for the business with the purpose of generating a worthwhile return on investment. Capital is a significant factor for business since it is used from the beginning of the business and used to run a business. Moreover, capital makes production and trading effective and allows the business to expand. Capital can be classified into: 2.1 Fixed capital Fixed capital refers to capital that is raised by the business to purchase a fixed asset, which means an asset that has more than one year of economic use, such as land, buildings, machines, and other office appliances. 2.2 Working capital Working capital means capital that is raised by the business to purchase current assets, which is an asset that has less than one year of economic value, or to run a business, so working capital will be

161 used to buy materials and products, or to pay for labor, insurance premiums, transportation, advertisements, and utilities. Sources of capital Sources of capital include: 1. sources of capital from the business which include initial capital, retained earnings, and depreciation. 2. external sources of capital which include fund raising, debtor funds, and funds from other supporters. Pricing the product Price means ‚the value of products or services shown in monetary form or other exchange currencies‛. The basic method in pricing typically involves using the cost of the product as a base price: price per unit = cost + profit required. Accounting means to write down items relating to the receipt-payment of money, logically summarize, analyze, and make logical assumptions. Benefits and purposes of accounting 1. It helps the owner control the assets of business 2. It indicates the overall operation of the business in a specific timeframe; whether the business has profit or loss. 3. It shows the financial status of the business in a particular period such as assets, liabilities, and capital of the owner. 4. Accounting is a collection of statistical information used in business management, planning the operation, and controlling the business to be successful as expected. 5. To note the trade list respectively and classify such a list 6. To comply with the relevant Accounting Act for businesses. Managing warehouses Planning the warehouse management to have the appropriate level of products is a key factor that makes a business responsive to the customer’s needs.

162 The process of warehouse management will start from the flow in to the flow out of products as well as considering where to store the product according to hygienic practices since storing different types of product may require product classification. The cost of warehouse management may be categorized as: 1. Warehousing cost refers to costs involved in providing services in the warehouse and managing product storage. 2. Inventory carrying cost is the cost of holding the products in storage. Virtues relating to the occupation Virtue is goodness expressed such as: 1. Diligence in working 2. Endurance: working requires endurance towards any working conditions; whether the work is hard or not 3. Honesty towards oneself, groups, and colleagues 4. Trustworthy and straightforward, one does not take advantage of others 5. Responsibility towards the assigned work until the goals are achieved with accuracy and to the satisfaction of the employer 6. Understanding oneself and one’s society leading to mutual trust Difficulties and obstacles 1. Skills, knowledge, and competency in business are factors indicating the ability of an entrepreneur to run a business. The entrepreneur has to consider whether his or her skills, knowledge, and competency are sufficient to drive the business or not. The possession of capital alone is not enough to be successful. Skill is also needed. If such skills are not sufficient, there will be 2 options; either to quit or to find a partner who possesses such skills. Most businesses are composed of various partners and each of them possesses a different set of skills; for example, marketing and advertising skillor management skill since nobody is able to do everything or is best in everything. Combining the skills of each individual will make a business successful. 2. Information required for business growth: it can be seen that a sustainable business nowadays relies on different information such as consumer’s needs which is also important as well as capital raised. Since the level of competition tends to be very high nowadays and customers are crucial to the survivability of businesses, it is necessary to continuously learn about the consumer’s behavior;

163 otherwise, it will cause a negative impact for the business. Moreover, the product’s life cycle tends to change in each period and such cycles are determined by the consumers, so entrepreneurs will require such information to make adjustments in their strategic planning. 3. Marketing plan: this is very crucial for entrepreneurs because they have to find the weaknesses and the strengths of their current marketing plan. This can be achieved by studying and comparing the competition. If they find that there is a weakness, it is recommended to revise or entirely change the plan. Doing business nowadays requires information from both customers and competitors. Sometimes our concepts may not reflect reality; therefore, it is necessary to improve our thinking to make the business survive. 4. Standards in production: it is commonly known that product quality is an essential factor towards business survivability, so frequent revisions of the standards of the product are required to understand whether the product is aligned with the consumer’s needs or not. Thus, setting standards in production is crucial to take into consideration and to be developed. Institutes providing support in Thailand Institutes supporting SMEs  Investment: http://www.bangkokbank.com/BangkokBankThai/BusinessBanking/SMEs/SMEs/Pages/Suppo rtingAgencies.aspx#1  Finance: http://www.bangkokbank.com/BangkokBankThai/BusinessBanking/SMEs/SMEs/Pages/Suppo rtingAgencies.aspx#2  Marketing: http://www.bangkokbank.com/BangkokBankThai/BusinessBanking/SMEs/SMEs/Pages/Suppo rtingAgencies.aspx#3  Science and technology: http://www.bangkokbank.com/BangkokBankThai/BusinessBanking/SMEs/SMEs/Pages/Suppo rtingAgencies.aspx#4 Investment 1. The Stock Exchange of Thailand 62 Ratchaphisek Road, Klongtoey District, Bangkok

164 10110 Tel. (66) 0-2229-2000 Fax (66) 0-26545649 http://www.set.or.th 2. The Board of Investment Vibhavadi Rangsit Road, Bang Khen District, Bangkok 10400 Tel. (66) 0-25378111, 0-2537-8155 Fax (66) 0-537-8177 3. The Department of Industrial Promotion Rama 6 Road, Ratchathewi District, Bangkok 10400 Tel. (66) 0-2220-4414-8, 0-2202-4511 Fax (66) 0-2246-0031 Email [email protected] http://www.dip.go.th Finance 1. SMEs &Financial Advisory Center (SFAC Bangkok Office, Manangkhasila Mansion, Lan Luang Road, Dusit District, Bangkok 10600 Tel. (66) 0-2268-0334, 0-2628-1802-3 Fax (66) 0-2628-0338 Email [email protected] http://www.sfac.or.th 2. Bank of Thailand 273 Samsen Road, Bang Khun Prom, Bangkok 10200 Tel. (66) 0-2283-5353 Fax (66) 0-2280-0449, 0-2280-0626 http://www.bot.or.th 3. Thai Credit Guarantee Corporation (TGC) 2922/243 Chan Isara Tower II 18th floor, Phetchaburi Tat Mai Road, Bangkok 10320 Tel. (66) 0-2308-2741 (Automate 12 lines) Fax (66) 0-2308-2749 Email [email protected] http://www.sicgc.or.th 1 4. Small Industry Finance Corporation (SIFC) 475 9th floor Siripinyo Building . Sri Ayuthaya Road, Ratchathewi District, Bangkok 10400 Tel. (66) 0-2201-3700-10 Fax (66) 0-2201-3723-4 Email [email protected] http://www.sifc.co.th/index.asp Marketing 1. Department of Export Promotion, Ministry of Commerce 22/77 Ratchadaphisek Road, Lad Yao, Chatuchak District, Bangkok 10900 Tel. (66) 0-2511-5066, 0-2512-0093-0104 Fax (66) 0-2512-1079, 0-2513-1917 http://www.depthai.go.th 2. Department of Internal Trade, Ministry of Commerce Maharaj Road, Phranakorn District, Bangkok 10200 Tel. (66) 0-2222-2212 , (66) 0-2221-4706 Fax (66) 0-2223-1422 http://www.dit.go.th 3. Department of Foreign Trade, Ministry of Commerce 44/100 Moo 1 Sanambin Nam

165 Road, Bang Kraso, Muang District, Nonthaburi Province 11000 Tel. (66) 0-2547-4771-8 Fax (66) 0-2547-4792 Email [email protected] http://www.dft.moc.go.th Science and technology 1. Thailand Institute of Scientific and Technological Research 196 Phaholyothin, Chathchak, Bangkok 10900 Thailand Tel. (66) 0-2579-1121-30, (66) 0-2579-5515, (66) 0-2579-0160, (66) 0-2579-8533 Fax (66) 0-2561-4771, (66) 0-2579-8533 Email [email protected] http://www.tistr.or.th 2. National Science and Technology Development Agency 73/1 Rama 6 Road, Ratchathewi District, Bangkok 10400 Tel. (66) 0-2644-8150-99 Fax (66) 0-26448027-9 http://www.nstda.or.th 3. Technology Promotion Association (Thailand-Japan) (TPA) 5-7 Soi Sukhumvit 29, Klongtoey Nua, Watthana District, Bangkok 10110 Tel. (66) 0-2258-0320-5 Fax (66) 0-2258-6440 Email [email protected] http://www.tpa.or.th 4. Thai Industrial Standards Institute Rama 6 Road, Thung Phaya Thai, Ratchathewi District, Bangkok 10400 Tel. (66) 0-2202-3300-4 Fax (66) 0-2202-2415 Email [email protected] http://www.tisi.go.th 5. National Food Institute 2008 Charansanitwong Road, Soi 40, Bang Yi Khan District, Bangkok 10700 Tel. (66) 0-2886-8088, Fax (66) 0-2886-8106-7 http://www.nfi.or.th 6. Thailand Textile Institute Soi Trimit, Kluay Nam Thai, Rama 4 Road, Khlong Toei District, Bangkok 10110 Tel. (66) 0-2713-5492-9 Fax (66) 0-2712-1592-3 Email [email protected] http://www.thaitextile.org

166 Activity 1. Please explain food processing and preserving methods, and provide some examples. 2. Please provide some examples of the cooked food in your community, and present its distribution channels and marketing. 3. Please explain the principles in choosing cooked food according to the principles of food sanitation. 4. Please explain how to arrange a place for selling products and how to manage a warehouse according to the principles of food sanitation. 5. Present a project relating to the food business that you are interested in according to the principles of food sanitation. 10.Toxic to the brain: some medication may be toxic to central neural network disturbing the brain nerve. For instance, taking amphetamine activates the brain causing sleeplessness, headache, anxiety, and cramped. Taking medicine like barbiturate for a long period of time may result in drowsiness depress or sometime feel like committing suicide. 11.Toxic to heart and vascular systems: this causes from taking medicine heart activation or asthmatic medication resulting in rapid heartbeat. 12.Toxic to the bladder: some medicine like aspirin, phenylbutazone, prednisolone, indomethacin if often taken when there is no food in the bladder, the bladder can be inflame and wounded. 13.Toxic to the infant in the womb: pregnant women should not take some medication such as thalidomide for helping sleeplessness and neurosis, phenobarbital for cramped, diazepam for anxiety, and medicine for sickness or vomit because those are harmful to the womb and the infant resulting in crippling such as hand stub disease, cleft lip and cleft palate or dented head. Thus pregnant women should carefully take any medication. Drug Abuse and Drug Dependence Drug Abuse refers to taking medicine which is not exactly for the disease, persons, amount of time, direction and dose. For example, taking barbiturate to help good sleep under physician’s prescription is the right medication; on the contrary, if it is used for euphoria, it is not the right way.

167 Drug Dependence refers to continually taking medicine for a period of time until some organs especially neural systems are used to it and accept it as a necessity for its metabolism. If we stop taking or not taking enough medicine, it will cause abstinence or withdrawal syndrome, which can be both physical and mental symptoms. Drug abuse or drug dependence may cause from: 8. believing in taking medicine to cure diseases or other problems. 9. being able to easily buy from different sources. 10.being satisfied and happy with the effect when taking medicine. 11.following colleagues to belong one of the groups. 12.believing that medicine can help ability and intelligence. 13.being dissatisfy with their own status or society or feeling against cultures. 14.misbelieving in medicine over advertised. Drug abuse can be caused from: 1. Misusing: some is not used to cure the disease for example, anti-biotics is used when having a fever or formers us penicillin instead of vasline for skin care which may cost their life or even saline solution is injected into the patient’s blood vessel for medical treatment only, but the person with good health widely uses it, which may cost his life. 2. Continually using: if the medicine has been used for a long period of time until the person is addicted to it. For instance, medicine to release headache or pain having a mixture of aspirin phenacetin for treating muscle pain or helping the patient feel happier, but if it has continual been used, it will cause drug dependence and ruin our health. Sleeping pill, tranquillizer, sedative, marijuana, cocaine, amphetamine, bromide, hallucination from glue inhale, if using for a long period of time will also cause drug dependence. Caution in using herb In case of necessity or need, herb is used on whatever purpose is, one thing to remember is that if you want to be in good health or get away from sickness, what intake to the body should be useful and healthful. Do not wrongly believe in anything which may destroy our health. There was a story of Doctor Noi, aged 3 years 7 months, in the newspaper in the year 2529, who could cure many diseases pointing to branches or leaves and people, with strong belief, took and boiled for drinking. The fact is that we have to know what to choose in order to make use of them. Caution: the following are the simple ways to take herbs safety: - Using the right types: beware of similar herbs or similarly names. It may be harmful and cannot cure the disease.

168 - Using the right parts: each part of herbal plants like leaves, roots or flowers has different effects on treatment. Some may be toxic; for example, chewing only one seed of jequirity will cost one’s life while its leave is not toxic. - Using the right dose: if the herb is overdosed, it causes harm; however, it is taken too small a dose, it will not have any effect on the disease. - Using it for the right disease: each herb has different effects on each disease. In case of having severe symptoms, the best way is to consult the physician. Taking herbs which are prepared on one’s own should start taking it in small amount first and then gradually increase the dose. It is not safe to follow others’ dosage because each person has different reactions to each dose. Medicine bought from pharmacist’s should careful be taken as directed on the label. Herb expiration is the same as common drugs’. In general, when kept for a long period of time herbs may be decayed, moistened, increasing fungus or beset by flies, resulting in ineffectiveness to cure diseases. It is difficult to set expiry date for herbs. Usually, they can’t be kept for more than 2 years except being well kept. In addition, if fungus are found, smell and color are changed from its original condition, it should not be used. Choosing herbs and traditional medicine. Each medicine is differently fixed by the law, when we need to buy some medicine, it is advisable to study the law concerning it in order to know the qualification of each medicine. What we should know about the meaning of each medicine are as follows: Herbal medicine: refers to medicine produced from plants or minerals without mixing with others or change. Traditional medicine: refers to medicine got from traditional treatment without scientific processes. For example, herbs may be boiled or dissolved for treatment. However, traditional medicine has been developed to be convenient to use such as making a pill, a pill coated with syrup or a capsule on condition that it has to be labeled as ‚ Traditional medicine‛.

169 3. Belief in Drug Usage Nowadays, owing to modern technology in medical treatment and people’s ways of life affected from the Western countries, patients prefer to have modern medical treatment rather than traditional treatment or local medication. These result in the less of local intelligence and medication. In addition, there is not any continuation in transferring those intelligence and medication to descendants the basic ways to take care of their health by using local herbs easily found in the area. Knowledge transferred from generation to generation should be analyzed and experimented, and it does not do any harms to health. However, some still believe in certain medication which is not certified by modern medical scientists; it is from words of mouth or over advertisement. These may be harmful or cause side effects to the users if taken it for a long period of time, such as herbal liquor, purify blood herbal drug, herbal medicine, medicine made from crops or animals’ corpse including drug combinations. All these traditional drugs have been advocate advertised over truth for to let the users believing in the properties of the drugs . The advocate advertisement concerning: - having great appetite: after taking that medication people can eat more food like herb liquor and some herbal medicine. - being energetic: after taking that medication, people can work longer. - having sexual strength: such as herb liquor or pickled animals’ corpse, bear’s paws or galls of cobra’s snakes, etc.

170 - having good blood circulation: causing good sleep, spotless – shining skin like purifying blood medicine, uterine stimulant etc. - being young of age: making some organs larger such as antler, red mirifica help chests be bigger. - slowing aging or organ deterioration: bird’s nests from swallow’s saliva, shark’s fin or ginseng, most of which cost a lot of money; it is not worth paying with only little benefit the body may get. - helping decrease muscle pain or chronic inflamed joints such as drug combinations set, the medicine protect kidney damage, usually mixed with arsenic which is harmful to the body because the user is usually addicted to it and increase the dose resulting in the toxic accumulation in the body, which is difficult for remedy. Most medication caused from wrong belief or over advertisement called ‚ silent harm‛ result in harmfulness if it is continually used with a large amount. Besides that, it cost a lot of money, but does not release the symptoms. It is suggested that before buying medicine or supplementary products, people should study all about properties, ingredients, production place, expiration date and possibly manufactures’ trust worthiness (consider from registration of Food and Medication Organization) having any license for production or medical certification for traditional treatment etc. Belief and caution when taking the drug combinations set, herbal liquor, and herbal infusion 1. Drug combinations set Drug combinations set refers to medicine of different types set for the patient usually has 3 -5 tablets or more. It may be put in a small plastic bag with the label on it indicating the properties, which may be over advertised for commercial purpose. It may be named to attract attention like drug combinations set for spreading tendon, drug combinations set for skin affliction, drug combinations set for malaria. In this case, it may be very harmful to the use because the seller or the person who set this lack knowledge about medication. Danger from drug combinations set 6. Repeated usage resulting in overdosing. For example, a set of drug for releasing muscle pain is composed of 2 – 3 pills with different colors and sizes but all properties are for killing pain. Hence, the person who takes all of them will get more toxin from the medication. 7. Overdosing: in a set of medicine for cold, there may be medicine for relieving pain, fever, running nose, or cough. The fact is that antibiotics cannot cure the cold caused from virus and each person has different cold. If he has a headache without a fever, there is no need to take medicine for

171 headache or fever. If the person has not got a cough, he should not take medicine for a cough. Therefore, some medicine in the set may not be necessary for that person. 8. Deteriorated medicine or counterfeit medicine is usually in a set of medicine. Keeping in a plastic bag cannot prevent the medicine from moisture, heat, or light like being kept in original bottles. More over some of the seller need more profit by selling the counterfeit medicine which is very dangerous for the users. 9. A drug combinations set may have harmful drugs in order to relieve the symptoms in a short time, which satisfies the consumer, but it is not to cure the cause of the disease resulting in more illness. The most harmful medicine usually put into a set of medicine is called ‚steroid‛ or ‚universal medicine‛ because it can relieve several symptoms and help relieve in a short time. However, it cannot cure diseases such as prednisolone, dexamethasone causing harmfulness to the user such as adema, high blood pressure, rapid heartbeat, swelling face like the moon resulting in fragile bones, wounded stomach, low resistance of diseases causing mentally disordering. 10.In the case of taking a set of medicine, the problems found are not taking enough dose when taking a medicine like antibiotics, which has to be taken at least 3 -5 days, 2 – 4 times a day depending on the type of medicine. However, the consumer will buy 3 -4 sets of medicine and take it all in one day or one set a day causing inadequate dose; the disease cannot be cured; in contrast, this may cause drug resistance. 2. Herbal liquor and haemagogue Many people have seen or taken this medication; at first, women used it as a supplement to their blood, or in frequent menstruation. Women after delivery take this medicine instead of lying near the open fire. Ingredients in the medicine consist of hot and spicy herbs such as some part of plant root , garlic, pepper, white candle, skin of cinnamon, ginger and others depending on each medication, some are sold in pieces; others are in the form of liquid or powder. Most medicine in this group are difficult to define their efficiency owing to lacking knowledge. The result from clinical experiment partly shows the composition of the medicine, most of which are evaporated perfume and various hot and spicy stuff. When this is taken into the body, it will make us feel hot, motivating blood circulation. Many herbs in the medication like garlic can motivate pressing the womb muscle according to the report of the experiment with female mice when reduce pregnancy in women. Therefore, pregnant women should not take this medicine since it may cause abortion. Several of this medication consist of herb liquor when it is taken, it resulting in having great appetite which will make the user become fat. Alcohol in this

172 medication causes less energy from fatty acid resulting in fat accumulation in the body. If it is continually used, it may cause fatty liver. Drinking alcohol may cause the infants in the womb crippled. Moreover, it is wrongly believed that the herbal haemagogue can be used for abortion, which should not be done especially to a woman with more than one month pregnancy. It is useless to do so; in addition, it can damage parts of the wall in the womb resulting in crippled baby. 3. Herbal infusion Herbal medicine is popularly used in many countries both Europe and Asia. In Thailand, herbal infusion usage is increasing such as safflower infusion, java tea, white flower grass. The advantage of using herbal infusion is that it is separately used so when there is any side effect, we know what herbal infusion we take. This differs from mixture medicine; we do not know what causes side – effect. In foreign countries, there is a report concerning toxin caused from herbal infusion widely sold in market. In Thailand, not many reports have been revealed since most of the herbs chosen are safe, but some herbal infusion with a mixture of senna seed is useful to cathartic; others identified to help the body slim; the senna seed has anta Quinone which motivate pressing of the intestines helping excretion. Repeatedly having food makes the body always motivated, so when we stop eating it, the body cannot excrete by itself. Excreting medicine is, hence, needed. It is advisable that we should not eat glucomannan instead of senna seed; however, it should not continually be used because it reduces too much fat in the body. In fact our body needs a certain amount of fat for our living too. Anta Quinone substances group

173 Bibliography Chusak Dechkriengkraikul, Nithas Khanawan, Teerapon Saetung, Relationship and Marketing. Bangkok: SE-EDUCATION Public Company Limited, 2546. Veerapong Chalermchirawat, Quality in Services, Bangkok: Technology Promotion Association (Thailand-Japan), 2542. Siriwan Sereerat, Suppakorn Sereerat, Ongarj Patawanit, Parin Laksitanon, Supee Limthai, Principles of Marketing. Bangkok: Tera Film and Zitec Company Limited, 2543. http://www.ku.ac.th/e-magazine/february44/agri/food.html www.dcharoenshop.com/.../68-organized-shops-and-product-pla... www.atii.th.org/html/ecom.html “A Good Service Mind” (Online). Accessed 9 July 2548. From www.cdd.go.th/j4607181.htm

174 References Population and Family Planning, Department of Health, Ministry of Public Health. A Training on Sex Education for Parents. Bangkok: Wiscom Center Company Limited, 2543. Chanvipa Diloksamphan. Sex Education 2nd Edition. Bangkok: Silpa Bannakarn, 2543: 69- 77. Prof. Kriengsak Charoenwongsak. www.kriensak.com/ Dr. Rapeepol Kunchorn Na Ayuttaya. webmaster. www.kr.ac.th/ www.thaiheartweb.com/foodsupplement.htm Nigorn Dusitsin, Veera Niyomwan, and Pailin Srisukho. A Manual on Sex Education: Secondary Level 2nd Edition. Bangkok: Chulalongkorn University Printing House, 2545; 1- 14. Panom Katenman. Things to know when growing up 3rd Edition. Bangkok: Thaiwattanapanich Publishing, 2542. Sritham Thanaphoom. Emotional Development and Personality. Bangkok: Shuanpim, 2535; 60-115. Panom Kateman. Happy with Teenage Children. Bangkok: Plan Publishing Company Limited, 2535; 60-88. Siriphan Saihong. Concept on Life Skills and the Method for Improving Life Skills. www.ne.go.th/0405/NFE-note\\ The free Thai encyclopedia that anyone can edit. Wikipedia. http://th.wikipedia.org/ Saengla Pholnok. Department of Nursing, Faculty of Nursing Naresuan University www.nurse.nu.ac.th/ Office of The Basic Education Commission, Ministry of Education. A Model of Teaching Sex Education Level 1 (Prathom 1-3). Bangkok: Ministry of Education, 2548. Office of The Basic Education Commission, Ministry of Education. A Model of Teaching Sex Education Level 2 (Prathom 4-6). Bangkok: Ministry of Education, 2548.

175 Office of The Basic Education Commission, Ministry of Education. A Model of Teaching Sex Education Level 3 (Mathayom 1-3). Bangkok: Ministry of Education, 2548. Office of The Basic Education Commission, Ministry of Education. A Model of Teaching Sex Education Level 4 (Mathayom 4-6). Bangkok: Ministry of Education, 2548. Friedman CR. Normal sexuality and introduction to sexual Disorders. In: Cavenarr OJ Jr. Psychiatry Vol. 1 revised edition. Philadelphia: J.B. Lippincott Company, 1986: Chapter 45:1-8 Person SE. Paraphilias and gender identity disorders. In: Cavenarr OJ Jr. Psychiatry Vol. 1 revised edition. Philadelphia: J.B. Lippincott Company, 1986: Chapter 46:1-19 www.school.net.th

176 Adviser Organizing Committee 1. Mr. Prasert Boonrueng Secretary General of Office of the Non-Formal and 2. Dr. Chaiyos Umsuwan Informal Education Deputy Secretary General of Office of the Non- 3. Mr. Watcharin Champee Formal and Informal Education Deputy Secretary General of Office of Non-Formal 4. Dr. Thongyu Kaewsraiha and Informal Education Adviser of curriculum development, Office of Non- 5. Mrs. Rakkana Tanthawutto Formal and Informal Education Directorof Non-Formal Education Development Organizer/Writers Group 1. Ms. Nuanpan Satravech 2. Mrs. Kanokphan Suwanpitak Educational Supervisory Unit. Non-Formal Education Development Group Edited and developed by Educational Supervisor Unit. 1. Ms. Nuanpan Satravech Bodindecha (Sing Singhaseni) School 2. Mrs. Suprattana Yukhanun Non-Formal Education Development Group 3. Mrs. Kanokphan Suwanpitak Non-Formal Education Development Group 4. Ms. Yaowarat Kamtrong Non-Formal Education Development Group 5. Mr. Supachok Srirattanasilp Retired Government Officer 6. Ms. Sureeporn Charoennich Retired Government Officer 7. Mrs. Thanyawadee Laopanich Retired Government Officer 8. Mrs. Auerjit Somjitchob Retired Government Officer 9. Ms. Chanita Jittham Non-Formal Education Center, Bangchen 10. Ms. Anong Chuenon Working team Non-Formal Education Development Group Non-Formal Education Development Group 1. Mr. Surapong Munmano 2. Mr. Suppachok Srirattanasin

3. Ms. Wanporn Pattamanon 177 4. Ms. Sarinya Kulpradit 5. Ms. Phetcharin Luengjitwattana Non-Formal Education Development Group Non-Formal Education Development Group Original Manuscript Non-Formal Education Development Group Ms. Phetcharin Luengjitwattana Non-Formal Education Development Group Coverage designed by Non-Formal Education Development Group Mr. Suppachok Srirattanasin List of editors: edition 2 Mr. Prasert Boonrueng Secretary General of Office of Non-Formal and Informal Education Dr. Chaiyos Umsuwan Deputy Secretary General of Office of Non-Formal and Informal Education Mr. Watcharin Champee Deputy Secretary General of Office of Non-Formal and Informal Education Mrs. Wattanee Chanokul Specialist in development of instructional media Mrs. Chuleeporn Phatininnart Specialist in educational publishing Mrs. Anchalee Thamwiteekul Chief of Educational Supervisory Unit Mrs. Suttinee Ngamkaet Director of Non-Formal Education Development Group Developed and edited (2nd edition) by Non-Formal Education Development Group Mr. Surapong Munmano Non-Formal Education Development Group Mr. Suppachok Srirattanasin Non-Formal Education Development Group Mr. Kittipong Chanwong Non-Formal Education Development Group Ms. Phanin Saeueng Non-Formal Education Development Group Ms. Phetcharin Luengjitwattana