Even when we are fully awake and alert, we are usually conscious of only a small portion of what is going on around us. At any given moment, we are exposed to a great variety of sounds, sights, and smells from the outside world. At the same time, we experience all sorts of internal sensations (such as heat and cold, touch, pressure, pain, equilibrium) as well as an array of thoughts, memories, emotions, and needs. Normally, however, we are not aware of all these competing stimuli; after all, to survive and make sense of our environment, we are forced to select only the most important information to attend to and then filter out everything else. At times we pay such close attention to what we are doing that we are wholly absorbed in it and oblivious to what is going on around us. Indeed, the hallmark of normal waking consciousness is the highly selective nature of attention.
What will be an ideal response?
Question 2
The National Basketball Association (NBA) has emerged as the first truly global sports league. Basketball has sparked the interest of fans and players around the globe, and the NBA is cashing in on the game's universal appeal. Ask someone in China what the most popular basketball team is and the answer will be the Red Oxen from Chicago. The league is a global entertainment company, and its basketball games are televised everywhere. In conjunction with its partners, the NBA has also sold well over 500 million worth of licensed merchandise outside of the United States, including basketballs, backboards, T shirts, and caps. The transformation of a faltering domestic sport into a phenomenal global commercial success is a fascinating story of effective and efficient international management.
What will be an ideal response?
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