Cavalry Fight at the Battle of Gettysburg

Microaggressions and Racism - 1729 Words

You may not know any bigots, you think â€Å"I don’t hate black people, so I’m not racist†, but you benefit from racism. There are certain privileges and opportunities you have that you do not even realize because you have not been deprived in certain ways. Racism, institutional and otherwise, does not always manifest itself in a way that makes it readily identifiable to onlookers, victims, or perpetrators; it is not always the outward aggression typically associated with being a hate crime. Racial microaggressions are a type of perceived racism. They are more subtle and ambiguous than the more hostile or overt expressions of racism, such as racial discrimination (CITE). Microaggressions are everyday verbal, visual, or environmental†¦show more content†¦That is because there is no guesswork involved in overt forms of racism. Studies support the fact that people of color frequently experience microaggressions, that it is a continuing reality in their day -to-day interactions with friends, neighbors, co-workers, teachers, and employers in academic, social and public settings. They are often made to feel excluded, untrustworthy, second-class citizens, and abnormal. People of color often describe the terrible feeling of being watched suspiciously in stores, that any slipup they make would negatively impact every person of color, that they felt pressured to represent the group in positive ways, and that they feel trapped in a stereotype. The burden of constant vigilance drains and saps psychological and spiritual energies of targets and contributes to chronic fatigue and a feeling of racial frustration and anger. Studies have demonstrated that these feelings of frustration and anger as a result of experiencing racial microagressions are common among students of colors who attend colleges with a majority population that is white. The research suggests that Black college students experience race-related stress differently than general dai ly hassles associated with college. As a result Black students typically report higher levels of life events stress, like racial discrimination and financial stress,Show MoreRelatedThe Ideology Of Racial Microaggressions Essay868 Words   |  4 PagesThe ideology of racial microaggressions has been around since the 1970s, you may not recognize any radicals, you think â€Å"I don’t hate black people, so I’m not racist†, still you benefit from discrimination. There are certain privileges and opportunities you have that you do not even realize since you have not been deprived in certain ways. Racial microaggressions are a category of perceived racism. They are more subtle and ambiguous than hostile or explicit languages of racism, such as racial discriminationRead MoreA Brief Note On The, Gay, Lesbian, Bisexual, And Queer Essay1061 Words   |  5 PagesAssignment One – Microaggressions. The LGBTQ –[ Lesbian, Gay, Bisexual, Transgender and Queer]- community experience micro-aggressions on a daily basis and have been doing so for a very long time. There has always have been aura of negativity and aggression that surrounded them. It used to be expressed in the similar way Old-fashion racism was, with the intent to cause harm. Now in modern times micro-aggressions are used against to degrade LGBTQ members more than anything else. Micro-aggressionsRead MoreRacial Segregation And The Us Education System Essay1463 Words   |  6 PagesStudents of color in the United States struggle to access higher education, as a result of institutional racism and discrimination. This is troubling because college education is considered a way to increase opportunity and chances of success with finding employment and earning a high salary. This disparity can be attributed to the history of racial segregation in the US education system, which has produced differences of opportunity between students of color and white students (Chaisson 2004). ItRead MoreRacial Discrimination : A Multicultural Nation933 Words   |  4 Pagesbeen aroused, which is called racial microaggression —â€Å"a brief and commonplace verbal, behavioural, or environmental indignities that communicate negative racial insults to people of colour† (Sue, Capodilupo, et al., 2007). This problem even hit Canada — a multicultural nation — and was widely discussed in Canada after a forced apology. In February 2014, a student, studied at McGill University, was obliged to apologize for an email involved in racial microaggression (Hamilton, 2014). Subsequently, McGillRead MoreThe Movie Crash And Social Issues1638 Words   |  7 Pageslearning about social issues because it points out things that we may tend to ignore in everyday life. It also brings light to things that we may do, but not necessarily consciously realize. Another benefit of this movie portraying social is sues like racism is that it helps us think about ourselves as a person and we can analyze ourselves in our way of thinking and our actions. Using a movie in class is also beneficial because it breaks up the traditional classroom activities. It helps student be a littleRead MoreApplication Of Microaggression Theory Study Caste Based Discrimination1558 Words   |  7 PagesApplication of Microaggression theory to study caste-based discrimination: â€Å"Every black child will recognize and defend promptly and adequately against every offensive micro-aggression. In this way, the toll that is registered after accumulation of such insults should be markedly reduced (Pierce, 1970, p. 280)†. Since more than two-decade higher education institutions in the U.S. have recognized issues of diversity and discrimination. Studies on diversity and discrimination are mainly groundedRead MoreThe Effects Of Microaggressions On An Individual854 Words   |  4 PagesPsychiatrist Chester Pierce, MD in the 1970’s first introduced the term microaggressions (Sue, 2010). While Dr. Pierce was the first to coin the term, he was not technically the first to start it. In fact, the idea of microaggressions was also introduced in the specific work of Jack Dovidio, PHD (Yale University) and Samuel Gaertner PHD (University of Delaware) when formulating aversive racism (Sue, 2010). Aversive Racism is defined as the following: â€Å"Many well-intentioned Whites consciously believeRead MoreFactors Affecting A Learning Community820 Words   |  4 Pagesthey performed (Saunders, 2008). Thus, using these findings from the article, one can conclude that microaggressions affects a persons well being to a degree that can affect them perform certain tasks. As the researcher found, students not part of a learning environment faced the abuse of microaggressions, which ultimately turns the individual away from learning in general. Thus, microaggressions will effect integral parts of ones life and influence them to negatively perform on major and minor tasksRead MoreThe Effects Of Microaggressions On An Individual1167 Words   |  5 PagesPsychiatrist Chester Pierce, MD in the 1970’s was the first to create the term microaggressions (Sue, 2010). While Dr. Pierce was the first to coin the term, he was not technically the first to start it. In fact, the idea of microaggressions was also introduced in the specific work of Jack Dovidio, PHD (Yale University) and Samuel Gaertner PHD (University of Delaware) when formulating aversive racism (Sue, 2010). Aversive Racism is defined as the following: â€Å"Many well-intentioned Whites consciously believeRead MoreRacism Is Stil l Very Much Alive1573 Words   |  7 PagesPuckerine World History 2 Today, racism still remains a prevalent issue that has constantly reared its ugly head. While bringing awareness towards racism has improved, we are still being faced with a gruesome reality that racism is still very much alive. Instead of Jim Crow laws and slavery, racism has transformed itself into microaggressions, police brutality, racial profiling, and mass incarceration of people of color (especially black men). When one talks about racism, most of our opinions are based

Strategic Marketing Management free essay sample

Its goals are to manage leading brands in their categories. Its strategies are designed to gain market share by building and reinforcing brands equities through ATL amp; BTL activities. Their experience cannot be separated from a set of values which were developed during the course of conducting business and which have become the reference in their business dealings. In an environment in deep change, these values help us meet the challenges ahead. They are the followings:1-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Perseverance 2-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Right execution 3-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Ethics   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Vision | | Brief description of the new product Today, tea is the most widely consumed beverage in the world after water . So we can say that the introduction of a new tea brand is a logical choice. Tetley is a very good combination of Green Tea and Herb Tea  who lose weight. If youre looking for caffeine free herbal teas with lots of flavor, youve come to the right place. We have a wonderful selection from which to choose whether its raspberry, mint, chamomile, and many more. And lets not forget our special feature. Each and every tea bag is overwrapped and sealed in a stay fresh foil packet so that all the goodness stays in until you get ready to have a cup of tea. If youve never tried loose tea before, dont be afraid. Each package has very thorough brewing instructions. Its really very simple to make a delicious cup of tea using loose leaf tea. It will bring an entirely unique drinking experience to its consumers. STRATEGIC FOCUS AND PLAN: Mission Statement: Fawaz Holding mission was to create a new worldwide brand design and graphic style to express TETLY Tea brand statement: ‘Drink Positive! , implemented on packaging design, merchandising and POS material. They created a graphic style capable of showing an optimistic and positive relationship with the world. Someone Quoted: â€Å"We are committed to providing our customers with high quality natural foods and tea  products. We are growth and profit oriented. We conduct our business responsibly to achieve a superior financial return balanced with our growth benefiting our shareholders employees and fulfilling our commitment to the community and the environment? †. Goals : Strategic Growth Plan and vision for the future It will be Available in over 110 countries, particularly popular in Europe, North America, Africa and the Middle East, parts of Asia and Australasia (Australia and New Zealand) Their vision is to provide the best quality tea that will beat Lipton the number one tea in the world today. Tetly offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way. Itwill be one of the worlds great refreshment brands, making a big splash in the global beverages market; it  is the epitome of international quality. It’s a way for the consumers to feel great in mind and body to feel good about themselves and the world around them. The strategic role is centered around three objectives: * To stay at the forefront as the market leader in innovative product introductions and successful product launches; * To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching and Functional Product; * To become the market leader in the functional drinks segment with increased market shares. Situation analysis: SWOT ANALYSIS (Strengths and weaknesses, opportunities and threats) Strengths| Weaknesses| 1. Brand strength 2. Strong existing distribution channels 3. International recognition 4. Good taste 5. Intra diversification product various flavors| 1. Reliant upon line extensions 2. Entrance into difficult non-core categories 3. Price positioning is quite high 4. New product for the market,new business to the company 5. Packaging is not as attractive as other brands 6. Small marketing budget| Opportunities| Threats| 1. New product introductions 2. Worldwide tea market expansion 3. Greater demand from consumers for the tea flavors| 1. Strong competition 2. Potential health issues 3. Free trade4-All the brands are developing the same kind of flavors 5-Strong competition for 2 main market players(Lipton and Twinings)| Industry Analysis/Trends In 2005, the tea industry reached the $1. 7 billion category and it is expected to continue growing indefinitely. Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: a) consumers need for convenience and time-saving services b) the positive press given to tea. Lebanese lifestyle and work habits have made convenience a necessity. As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Lebanese fear for their jobs; thus, any product that can fill the consumers need for convenience and speed are almost automatically embraced into the American lifestyle . The Fawaz Holding Group is one of the world leading suppliers of fast-moving consumer goods. Their TEA brand is a leader in the market, besides having a significant global presence. Trends: Through the early 1960s, soft drinks were synonymous with â€Å"colas† in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances and acquisitions but also by focusing efforts on portfolio diversification. Today, while the soft drink ndustry’s value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk amp; juice drinks, sports drinks) as well as bottled juices and water .. New flavor introductions and health-conscious formulations have been launched in an att empt to offset the decline in soft drink sales . The functional market is expected to show sustained growth and consumer interest in the future years as consumption shifts to trendier and more healthier . The Population: The Lebanese population is about 4 million is increasing by 200000 people per year – one of the fastest growth rates in the world. Out of 4 million, our target market or target segment comprises of 1 million 14. 5% . This 14. 5% segment comprises of upper middle class and above. Assumptions: 1)the market for green teas has not undergone any permanent steep changes either on the demand side or supply side, whether positive or negative . 2) However, it is a steadily growing market with a long way to go before saturation. 3) Lipton’s green tea is fundamentally very close or similar and fall under the same product category. Competition: TETLY top competitors for the TEA ‘s industry are Lipton 31. 6%) and Twinings (15. 8% of market), which combined, represent about 48% of the total market . Tetly is leading with 43. 7% of the total TEA market. Customer Analysis This section includes analysis of the target market that would be pursued for establish menthe Tetly Brand. It seems that there are two major target markets for ready to drink green tea. Consumers on the Move: * Consumers that generally have a very busy and hectic life and may include corporate employees, students, entrepreneurs, technical workers, etc. heir hectic lifestyle essentially requires them to buy products that have been developed to be highly mobile and for consumption on the go. * Health Conscious Consumers: This includes consumers that associate a high value to healthy foods and beverages. * It target both males and females. Ranging in age 20 to 50. Their salaries range from $ 35000 to $80000 annually. They are working professio nal keeping very healthy with a family. Consumers generally perceive tea consumption to  be a healthy activity and are more likely to consume ice tea rather than other soda based drinks.. Brand Analysis and Positioning TETLY tea has been positioned in the market as great tasting and good for consumers  because it is HEALTHY. It is globally promoted as the  perfect drink for active, healthy lifestyle. The standard stock comes in various flavors and bundled in boxes containing 30 bags each. The brand is planning expansion in the West and South. Basically, TETLY positions himself in fashionable young office workers. By 5 years, it will successfully establish an international brand image of fashion, urbanization, and easy life by marketing in high-end consumer places and medias of film, TV, fashion magazine, web novel, etc. hich attracted great number of young white collars. TETLY package is another selling point. When it taps Chinese market in 2013, its unique package of disposable little bag, seldom seen in local market, is healthy, convenient, simple and fast to use, which closely meets fast-pace office life.. TARGET MARKET Segment identification: Mix of green tea and herb tea with different fla vors, is to be established within the Functional Drinks sector. Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the â€Å"mind and body† ,the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours ) Positioning strategy: TETLY Funky amp; eye-catching packages , , premium-priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls, oversized colored straw), variety of flavors, sweet, refreshing, for hip amp; young people, healthier alternative to heavy-sugar drinks. The following flavors are available: Green tea Sweetened Lightly sweetened tea Green tea Unsweetened Tea with no sugar and no added flavor Green tea with Lemon Sweetened tea with a twist of citrus flavor   Green tea with Raspberry Sweetened iced tea with raspberry flavor   Green tea with mint- Sweetened tea with peach flavor.

Volume 2 chapter 3 Essay Example

Volume 2 chapter 3 Essay Setting : Summer had past and it was winter settling, Nelly was in the parlor with little Catherine on her lap when suddenly someone barged in laughing which made Nelly angry. Later Nelly finds out it was Mrs. Heathcliff who ran away from him. The paragraph â€Å"The intruder was Mrs. Heathcliff. She certainly seemed in no laughing predicament: her hair streamed on her shoulders, dripping with snow and water; she was dressed in the girlish dress she commonly wore, befitting her age more than her position: a low frock with short sleeves, and nothing on either head or neck. The frock was of light silk, and clung to her with wet, and her feet were protected merely by thin slippers; add to this a deep cut under one ear, which only the cold prevented from bleeding profusely, a white face scratched and bruised, and a frame hardly able to support itself through fatigue; and you may fancy my first fright was not much allayed when I had had leisure to examine her.† gives us a description of how she was when she arrived at the Grange. We see that she was in a really bad state but still laughing just because she is free from Heathcliff now. We see that she was bruised which makes us see that she must have been beaten at the He ights several times. We see she had a cut under her ear which makes us think what has happened with her at the Heights. We will write a custom essay sample on Volume 2 chapter 3 specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Volume 2 chapter 3 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Volume 2 chapter 3 specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We see that even though she was tired and hurt she would not let Nelly mend her wound before she got what she wanted, a way to travel to Gimmerton as soon as possible so that Heathcliff would not be able to get her, the phrase â€Å"She insisted on my fulfilling her directions, before she would let me touch her; and not till after the coachman had been instructed to get ready, and a maid set to pack up some necessary attire, did I obtain her consent for binding the wound and helping to change her garments.† shows us how she was worried about Heathcliff will find her at the Grange and she needs to travel to Gimmerton as soon as possible. The phrase â€Å"Ill smash it! she continued, striking it with childish spite, and then Ill burn it! and she took and dropped the misused article among the coals.† shows us that Isabella now just doesnt want to be in Heathcliffs life. The person who she loved or had been attracted towards was now the receiver of her hatred. This part can be taken as a symbol which represents that there is no more connection between Heathcliff and Isabella, now they both are apart and have no connection. On the other hand the line â€Å"Ill smash it! she continued, striking it with childish spite, and then Ill burn it! and she took and dropped the misused article among the coals. There! he shall buy another, if he gets me back again.† gives us a feel that Heathcliff will get isabella again, we can sense that Heathcliff will reach Isabella in some way or will someday find her. The phrase â€Å"I ought, and I wished to remain, answered she, to cheer Edgar and take care of the baby, for two things, and because the Grange is my right home. But I tell you he wouldnt let me!† shows how much Isabella wished to stay at the Grange and be happy with Edgar and Catherine but she could not do this because of Heathcliff. This all gives us a feel that she is like a bird who has flew away from her cage. This all tries to make the reader feel sad for Isabella but to me i do not feel that bad because this all is a result of what Isabella chose herself. We should not forget that this life was chosen by Isabella herself against the will of Edgar. The phrase â€Å"Ive recovered from my first desire to be killed by him: Id rather hed kill himself! He has extinguished my love effectually, and so Im at my ease.† shows us that now the love once she had for Heathcliff is gone and now she feels nothing for her now and would not feel sad but rather happy that she is free from him forever. Later in the chapter Isabella tells us that Heathcliff has been behaving very strange after Catherines death. He does not stay at the Heights much, whenever he comes to the Heights he just goes into a room locks himself and prays which we can easily assure to be the prayers for Catherines ghost to remain with him forever. Later we see that Isabella tells us that she had nothing to do except roam around the house or talk to the old rude Joseph. The phrase â€Å"I recovered spirits sufficient to bear Josephs eternal lectures without weeping, and to move up and down the house less with the foot of a frightened thief than formerly.† shows us that she somehow managed to stand Josephs long lectures, perhaps who was the only one she could talk to at Wuthering Heights. The line â€Å" He is quieter now than he used to be, if no one provokes him: more sullen and depressed, and less furious.† where Isabella is telling Nelly that Mr. Earnshaw is now less furious and more reserved shows us that he also now has no one to be with and talk to. Later we see that one day when everything was quiet at the heights and Isabella and Hindley were sitting silently Heathcliff arrived in a rage. Suddenly things got heated up and Mr. Earnshaw soon made his mind to shoot Heathcliff today, Isabella tried to stop him but it did not work, then she tried warning Heathcliff before opening the door but it was no use. Both men were eager to tear each other apart and rampage at each other. The phrase â€Å"You, and I, he said, have each a great debt to settle with the man out yonder! If we were neither of us cowards, we might combine to discharge it. Are you as soft as your brother? Are you willing to endure to the last, and not once attempt a repayment?† in which we see that Mr. Earnshaw was telling Isabella that he will take revenge from Heathcliff today and Isabella too have a debt to settle with him. He taunts Isabella that is she so weak like her brother or will she help Hindley to take his revenge alongside taking hers. Though Isabella tells him that she is not scared or weak and would love to take her revenge but she does not believe that violence can take her revenge and says that it harms the person who uses it more than the person aimed on. Finally when Hindley walked towards the door to harm Heathcliff Isabella jumped towards him to snatch his weapon and Heathcliff quickly pulled the knife from him with brutal force which caused Mr. Earnshaws hand to have a huge cut on his wrist. This all was terrible, poor Mr. Earnshaw were getting beaten up in a savage way. Isabella witnessing all this ran to get Joseph who came down saying â€Å"What is ther to do, now? what is ther to do, now?† which shows us that Joseph thought there is no use now going down as Hindley would have already been killed or almost killed. We see that when Joseph came down, Heathcliff screamed on Joseph to clean his master and that Heathcliff will send Hindley to a asylum. Later Isabella started telling how she wishes to take revenge from Heathcliff, but she knows she can never have her revenge so will never forgive him. The line â€Å"But it is utterly impossible I can ever be revenged, and therefore I cannot forgive him.† shows us that even she knows it is impossible for her to take revenge on Heathcliff but if she could she would love to. The next day when Mr. Earnshaw was sitting in his chair all bruised and battered while talking to Isabella he said â€Å"Oh, if God would but give me strength to strangle him in my last agony, Id go to hell with joy, groaned the impatient man, writhing to rise, and sinking back in despair, convinced of his inadequacy for the struggle.†. From which we saw that the only thing he wants to do before he dies is to kill Heathcliff and take his revenge. We see that he does not mind if he goes to hell by killing Heathcliff but his desire to kill Heathcliff is very strong. The phrase â€Å"At the Grange, every one knows your sister would have been living now had it not been for Mr. Heathcliff. After all, it is preferable to be hated than loved by him. When I recollect how happy we werehow happy Catherine was before he cameIm fit to curse the day. Most likely, Heathcliff noticed more the truth of what was said, than the spirit of the person who said it. His attention was roused, I saw, for his eyes rained down tears among the ashes, and he drew his breath in suffocating sighs. I stared full at him, and laughed scornfully.† shows us that when Isabella says that things were blissful at the Grange before Heathcliff came made Heathcliff pay attention to what she was saying. When she mentioned that Catherine was very happy before Heathcliff came and might as well be alive if he did not enter their lives again made Heathcliff break down into tears. We can assure that Heathcliff might have felt sorry for what he caused but again we can not be sure about it as Heathcliff still does not want Catherines ghost to rest in peace. Though we know the reason behind Heathcliff wanting this is that he loved her a lot and does not want her to leave him in this world alone. So moreover we can take this all as a really tormented scene where Emily Bronte might have wanted to play with the readers mind. It makes the reader wonder that is Heathcliff feeling sorry for what he did and if it really is like this then why is he still not letting everyone live in peace. Later in the scene we saw that listening to all this made Heathcliff ferocious, he got up and threw a table knife at Isabella which resulted in the cut under her ear. To this Isabella started running out of the house, Heathcliff tried to get her but tripped over Hindley who was standing in front of him. This is the last thing Isabella saw at the Heights of Heathcliff and ran all the way to the heights. The line â€Å"And far rather would I be condemned to a perpetual dwelling in the infernal regions than, even for one night, abide beneath the roof of Wuthering Heights again.† is where we see that Isabella would prefer suffering in a forest rather than spending one more night at Wuthering Heights. The phrase â€Å"I believe her new abode was in the south, near London; there she had a son born a few months subsequent to her escape. He was christened Linton, and, from the first, she reported him to be an ailing, peevish creature.† shows us that Isabella went towards London and gave birth to Linton who she raised in a good manner. The line â€Å"He often asked about the infant, when he saw me; and on hearing its name, smiled grimly, and observed: They wish me to hate it too, do they?† shows us that Heathcliff perhaps cared for the boy and the part where he says that do they want me to hate him too because his name is Linton adds a bit of fun to the line, it shows us that he still hates the Lintons which leads to Edgar and Isabella too but yet does not hate they boy. The line â€Å"But Ill have it, he said, when I want it. They may reckon on that!† is when wee see that Heathcliff has his mind set that he will get to Linton when he wants to. The line â€Å"Fortunately its mother died before the time arrived; some thirteen years after the decease of Catherine, when Linton was twelve, or a little more.† tells us that after Isabella ran away she never had to see Heathcliff again though we now know that once she died Heathcliff got to Linton when he was around 12 or more. The paragraph â€Å"When I could get him to listen, I saw it pleased him that his sister had left her husband; whom he abhorred with an intensity which the mildness of his nature would scarcely seem to allow. So deep and sensitive was his aversion, that he refrained from going anywhere where he was likely to see or hear of Heathcliff. Grief, and that together, transformed him into a complete hermit: he threw up his office of magistrate, ceased even to attend church, avoided the village on all occasions, and spent a life of entire seclusion within the limits of his park and grounds; only varied by solitary rambles on the moors, and visits to the grave of his wife, mostly at evening, or early morning before other wanderers were abroad. But he was too good to be thoroughly unhappy long. _He_ didnt pray for Catherines soul to haunt him. Time brought resignation, and a melancholy sweeter than common joy. He recalled her memory with ardent, tender love, and hopeful aspiring to the better world; where he doubted not she was gone.† has a lot in it. We see that the next day after Isabella ran away when Edgar came to know about it he was pleased that his sister is free from the captured she was living with Heathcliff. We see that Nelly tells us that to avoid Heathcliff he lived in complete solitude not even going to the church. Though we see he sometimes paid visit to Catherines grave and few times went to the moors. Once again we see that unlike Heathcliff edgar accepted Catherines death and was not sad for a long time, he joyed himself by remembering the happy memories they had and knew that she would be comfortable in heaven. Later we see that Hindley died not long after the death of catherine, Nelly tells us that it was hardly 6 months after Catherines death that Mr. Earnshaw passed away. The phrase â€Å"He died true to his character: drunk as a lord. Poor lad! Im sorry, too. One cant help missing an old companion: though he had the worst tricks with him that ever man imagined, and has done me many a rascally turn. Hes barely twenty-seven, it seems; thats your own age: who would have thought you were born in one year?† tells us that Mr. Earnshaw died totally drunk and besides this we see that he was a good friend on Nelly and we now see that she is the same age as Mr. Earnshaw. The phrase â€Å"I confess this blow was greater to me than the shock of Mrs. Lintons death: ancient associations lingered round my heart; I sat down in the porch and wept as for a blood relation, desiring Mr. Kenneth to get another servant to introduce him to the master.† tells us that Nelly felt more sad after the death of Hindley then after the death of Isabella. Later we see she asks Edgar is she can go to the Heights to carry the after death duties of her former master, Edgar refused by after a while of Nelly persuasion and reminding him of his duties towards Hereton and the Heights he allowed Nelly to go with his lawyer. We find out that Mr. Earnshaw died in debt and the only way we can perhaps keep the Heights for Hereton is by having mercy from the creditor. The phrase â€Å"His father died in debt, he said; the whole property is mortgaged, and the sole chance for the natural heir is to allow him an opportunity of creating some interest in the creditors heart, that he may be inclined to deal leniently towards him.† shows us that the Heights is mortgaged and and it would not be Heretons after the death of Hindley. The phrase â€Å"Correctly, he remarked, that fools body should he buried at the cross-roads, without ceremony of any kind. I happened to leave him ten minutes yesterday afternoon, and in that interval he fastened the two doors of the house against me, and he has spent the night in drinking himself to death deliberately! We broke in this morning, for we heard him sporting like a horse; and there he was, laid over the settle: flaying and scalping would not have wakened him. I sent for Kenneth, and he came; but not till the beast had changed into carrion: he was both dead and cold, and stark; and so youll allow it was useless making more stir about him!† shows us that Heathcliff did not want to have a funeral for Hindley, he wanted him to be buried at the cross roads without any ceremony. He tells us how Mr. Earnshaw died, he locked himself in a room and drank until dead. Lastly the phrase â€Å"The guest was now the master of Wuthering Heights: he held firm possession, and proved to the attorneywho, in his turn, proved it to Mr. Lintonthat Earnshaw had mortgaged every yard of land he owned for cash to supply his mania for gaming; and he, Heathcliff, was the mortgagee. In that manner Hareton, who should now be the first gentleman in the neighbourhood, was reduced to a state of complete dependence on his fathers inveterate enemy; and lives in his own house as a servant, deprived of the advantage of wages: quite unable to right himself, because of his friendlessness, and his ignorance that he has been wronged.† tells us that this sis how Heathcliff got control over the Heights and how young Hereton ended up being a servant at the place he was supposed to own. Volume 2 Chapter 4 Setting: It has now been 12 years since Catherines death and Nelly tells us that these 12 years were the happiest of her life. The line â€Å"The twelve years, continued Mrs. Dean, following that dismal period were the happiest of my life† tells us that she had less troubles as all she had to do was to look after young Cathy. The biggest problem she faced was the illnesses Cathy suffered which were not serious, these illnesses were which every child used to suffer at that period of time in England. We get a description of how Cathy looked. The phrase â€Å"She was the most winning thing that ever brought sunshine into a desolate house: a real beauty in face, with the Earnshaws handsome dark eyes, but the Lintons fair skin and small features, and yellow curling hair. Her spirit was high, though not rough, and qualified by a heart sensitive and lively to excess in its affections. That capacity for intense attachments reminded me of her mother: still she did not resemble her: for she could be soft and mild as a dove, and she had a gentle voice and pensive expression: her anger was never furious; her love never fierce: it was deep and tender.† tells us that she grew up to be a very pretty girl with mixed features of the Lintons and the Earnshaws. Nelly tells us that she was a cheerful girl with a sensitive heart. Nelly mentions her capacity for strong attachments with people like her mother had with Heathcliff though Nelly tells us that she did not remind her of Catherine as Cathy was soft and mild and never had a furious anger like her mother. We later see that Cathys education was taken care by Mr. Linton himself. The phrase â€Å"He took her education entirely on himself, and made it an amusement. Fortunately, curiosity and a quick intellect made her an apt scholar: she learned rapidly and eagerly, and did honour to his teaching.† shows us that Cathy enjoyed learning and quickly learned a lot from her father. The part where Nelly said and did honour to his teaching tells us that she became a well educated person. So overall wee see she was a pretty girl who is well educated to suite the Linton family. The phrase â€Å"Till she reached the age of thirteen she had not once been beyond the range of the park by herself. Mr. Linton would take her with him a mile or so outside, on rare occasions; but he trusted her to no one else. Gimmerton was an unsubstantial name in her ears; the chapel, the only building she had approached or entered, except her own home. Wuthering Heights and Mr. Heathcliff did not exist for her: she was a perfect recluse; and, apparently, perfectly contented.† tells us that Mr. Linton kept Cathy isolated from the rest of the society especially The Heights. We come to know that she never went outside the fences of the Grange without Mr. Linton and the only place she had been to is the chapel. Later we see that Edgar received a letter from Isabella stating her illness and wish to meet him before she dies so that she can tell him a final goodbye and hand Linton safely into his hands. Edgar did not hesitate in responding to this letter, he immediately set off to see Isabella and gave strict orders to Nelly to not let Cathy go out of the Grange even with her. We see that during the three weeks Edgar was gone, Cathy found a opportunity to escape the Grange boundaries. The line â€Å"I saw her at morn, he replied: she would have me to cut her a hazel switch, and then she leapt her Galloway over the hedge yonder, where it is lowest, and galloped out of sight.† in which a laborer tells us that he saw Miss Cathy jumping the Grange fence with her pony vanishing in a few seconds in reply to Nelly inquiry. The phrase â€Å"You may guess how I felt at hearing this news. It struck me directly she 7ymust have started for Penistone Crags. What will become of her? I ejaculated, pushing through a gap which the man was repairing, and making straight to the high-road. I walked as if for a wager, mile after mile, till a turn brought me in view of the Heights; but no Catherine could I detect, far or near. The Crags lie about a mile and a half beyond Mr. Heathcliffs place, and that is four from the Grange, so I began to fear night would fall ere I could reach them. And what if she should have slipped in clambering among them, I reflected, and been killed, or broken some of her bones? My suspense was truly painful; and, at first, it gave me delightful relief to observe, in hurrying by the farmhouse, Charlie, the fiercest of the pointers, lying under a window, with swelled head and bleeding ear.† tells us that Nelly was getting very worried thinking what things could have happened to little Cathy. Nelly came to the Heights which was on the way to the Peninstone Crags. Though fortunately Nelly spotted Charlie, one of the pointers. Charlie was lying under the window with swelled head and a bleed ear. This made things a bit tense because it makes us wonder why is Charlie in this state and if Charlie is hurt like this what about young Cathy? This all builds up suspense for the reader and in addition to all this there is a excitement in this scene due to the fact that Cathy is at Wuthering Heights, the place her dad wanted Cathy never to visit. Later the phrase â€Å"I entered, and beheld my stray lamb seated on the hearth, rocking herself in a little chair that had been her mothers when a child. Her hat was hung against the wall, and she seemed perfectly at home, laughing and chattering, in the best spirits imaginable, to Haretonnow a great, strong lad of eighteenwho stared at her with considerable curiosity and astonishment: comprehending precious little of the fluent succession of remarks and questions which her tongue never ceased pouring forth.† tells us that when Nelly entered the Heights she saw Cathy happily rocking in a chair which belonged to her mother when she was young. Cathy was chatting with Hereton who now turned to be a young handsome lad of 18. The paragraph â€Å"Put that hat on, and home at once, said I. Im dreadfully grieved at you, Miss Cathy: youve done extremely wrong! Its no use pouting and crying: that wont repay the trouble Ive had, scouring the country after you. To think how Mr. Linton charged me to keep you in; and you stealing off so! It shows you are a cunning little fox, and nobody will put faith in you any more.† show us that how angry Nelly got finding Cathy at the Heights happily sitting on the chair, and how Nelly got so worried walking all around England finding her. Nelly tells her that now no one will trust her as she broke Nellys faith. Later we witness that Cathy does not wish to leave so early without Hereton and the paragraph â€Å"I picked up her hat, and approached to reinstate it; but perceiving that the people of the house took her part, she commenced capering round the room; and on my giving chase, ran like a mouse over and under and behind the furniture, rendering it ridiculous for me to pursue. Hareton and the woman laughed, and she joined them, and waxed more impertinent still; till I cried, in great irritation,Well, Miss Cathy, if you were aware whose house this is youd be glad enough to get out.† tells us how Cathy irritated Nelly to a point where Nelly could not stop screaming at her, when Nelly screams you would be glad to get out of here if you knew whose house this is shows us that Nelly knew that if Heathcliff was there it could have been a huge mess. Moving on we see that when Cathy realizes that Heretons dad does not own the Heights she assumes he is a servant and orders him to get her pony. The phrase â€Å"Now, get my horse, she said, addressing her unknown kinsman as she would one of the stable-boys at the Grange. And you may come with me. I want to see where the goblin-hunter rises in the marsh, and to hear about the _fairishes_, as you call them: but make haste! Whats the matter? Get my horse, I say. Ill see thee damned before I be _thy_ servant! growled the lad. Youll see me _what_! asked Catherine in surprise. Damnedthou saucy witch! he replied. There, Miss Cathy! you see you have got into pretty company, I interposed. Nice words to be used to a young lady! Pray dont begin to dispute with him. Come, let us seek for Minny ourselves, and begone.† shows us that how when Cathy ordered Hereton to get her horse in a rude manner treating him as a servant at the grange made him angry and he could not stand without telling her a few rude words. To this Nelly took a opportunity to get back on Cathy and told her in a teasing manner to look at what company she has got herself. Nelly tells her to leave him and get her horse themselves and leave for the Grange immediately. Although to this Cathy got so shocked by Heretons behavior and in anger and despair shouted at the maid to get her pony and dog. To this the maid replied in a polite manner and told Cathy to be civil. In addition to this the maid told Cathy that Hereton is her cousin which made Cathy really sad and angry thinking how could a person like Hereton be her cousin. We can say this because of the phrase â€Å"Oh, Ellen! dont let them say such things, she pursued in great trouble. Papa is gone to fetch my cousin from London: my cousin is a gentlemans son. That my she stopped, and wept outright; upset at the bare notion of relationship with such a clown.† in which we see Cathy started weeping how could Hereton be her cousin. Later on we get a explanation why Hereton is this way. Nelly tells us that he had built a strong body and good features but Heathcliff never gave him a chance to be educated. His clothes were dirty because of the jobs he had to do at the Heights. Nelly tells us that however bad Hereton behaved or cursed Heathcliff never tried to correct him which resulted in him being this way. Lastly they departed for the Grange, the phrase â€Å"Then the language he had held to her rankled in her heart; she who was always love, and darling, and queen, and angel, with everybody at the Grange, to be insulted so shockingly by a stranger! She did not comprehend it; and hard work I had to obtain a promise that she would not lay the grievance before her father. I explained how he objected to the whole household at the Heights, and how sorry he would be to find she had been there; but I insisted most on the fact, that if she revealed my negligence of his orders, he would perhaps be so angry that I should have to leave; and Cathy couldnt bear that prospect: she pledged her word, and kept it for my sake. After all, shewas a sweet little girl.† tells us that Cathy was really hurt being insulted like this by a stranger as at the Grange she was cherished and always treated like a queen. We see that nelly tried her best to persuade Cathy not to inform her dad about this incidence and she succeeded in her deed by saying that if Cathy informs her dad about this it might even resul t in Nelly being fired. Volume 2 Chapter 5 Setting : A letter arrived from Edgar stating that Isabella died. Edgar ordered Nelly to prepare a room for Linton who was coming with Edgar to the Grange. Cathy was ecstatic with the idea of welcoming her father and meeting her â€Å"real† cousin. Isabella death had no significant affect over her, all she had at that time was excitement to see her father and meet her cousin Linton. The paragraph â€Å"Linton is just six months younger than I am, she chattered, as we strolled leisurely over the swells and hollows of mossy turf, under shadow of the trees. How delightful it will be to have him for a playfellow! Aunt Isabella sent papa a beautiful lock of his hair; it was lighter than minemore flaxen, and quite as fine. I have it carefully preserved in a little glass box; and Ive often thought what a pleasure it would be to see its owner. Oh! I am happyand papa, dear, dear papa! Come, Ellen, let us run! come, run.† shows us how excited Cathy is about meeting Linton. She is already thinking about playing with him and how he looks imagining it by his hair she has. We see that she could not wait for them to arrive and makes Nelly run with her towards the gate of the Grange. We see that when they arrived Mr. Linton got down of the carriage and Cathy ran towards him and both hugged each other. While this was going on Nelly peeked into the carriage to see Linton, Nelly tells us that he looked just like Mr. Linton except weaker and a peevish look. Nelly was told to leave the boy alone as he was tired after the trip and Edgar took Cathy with him to have a talk with her. Mr. Linton said â€Å"Now, darling, said Mr. Linton, addressing his daughter, as they halted at the bottom of the front steps: your cousin is not so strong or so merry as you are, and he has lost his mother, remember, a very short time since; therefore, dont expect him to play and run about with you directly. And dont harass him much by talking: let him be quiet this evening, at least, will you?† which shows us that Mr. Linton told his daughter to be cautious with Linton as he is weaker and has suffered a huge loss recently. This gives us a little hint that perhaps the plans that Cathy made of finding a playmate in Linton might not be completely satisfied. Moving on wee see that when Mr. Linton took Linton out of the carriage and told him to be cheerful and please himself in anyway possible the young boy said â€Å"Let me go to bed, then, answered the boy, shrinking from Catherines salute; and he put his fingers to remove incipient tears.† which shows us that the boy wanted to do nothing cheerful and was still crying. To which Isabella reacted in a very sad way. We can say this because of the phrase â€Å"I do not know whether it was sorrow for him, but his cousin put on as sad a countenance as himself, and returned to her father. All three entered, and mounted to the library, where tea was laid ready. I proceeded to remove Lintons cap and mantle, and placed him on a chair by the table; but he was no sooner seated than he began to cry afresh. My master inquired what was the matter.† in which Nelly tells us that she could not make out if the sorrow on Cathys face was real or not but from this we can make out that Cathy tur ned sad seeing Linton in such sadness. In addition to this if we go back in earlier chapters we see that earlier Nelly herself told us that Cathy was a very sensitive girl which makes us believe that her sorrow was real. Later we see that when Cathy and Linton were together at tea Cathy could not control herself and ended up playing with Linton. Which pleased Linton, seeing them both play Edgar and Nelly were pleased and Edgar told Nelly that they will do fine if they could keep Linton. Which immediately makes us think that could it be that this weak boy will go to Wuthering Heights? Though we know that this boy ended up there as we saw when Mr. Lockwood visited the Heights so the question becomes how will this weak boy live at the Heights with Heathcliff, Hereton and Joseph. Moving on we see that when Linton was set off to bed and Nelly was setting Mr. Lintons bed a maid came and told her that someone wants to see Mr. Linton. The phrase â€Å"I shall ask him what he wants first, I said, in considerable trepidation. A very unlikely hour to be troubling people, and the instant they have returned from a long journey. I dont think the master can see him.† shows us that Nelly was not happy by the news of that visitor. It also gives the readers a hint that the visitor is not going to bring forward a happy scene. Once again the readers are caught up in a suspense in the book thinking who could it be? Is it Heathcliff who has come to take Linton? We witness that it is Joseph and has come with a strong desire to see Mr. Linton even after Nelly trying to send him back Joseph rudely barges into all the rooms trying to find Mr. Linton. Seeing this Nelly went to the library to inform Mr. Linton about this not welcomed visitor who followed Nelly into the library and rushed in to talk to Mr. Linton. The phrase â€Å"Edgar Linton was silent a minute; an expression of exceeding sorrow overcast his features: he would have pitied the child on his own account; but, recalling Isabellas hopes and fears, and anxious wishes for her son, and her commendations of him to his care, he grieved bitterly at the prospect of yielding him up, and searched in his heart how it might be avoided. No plan offered itself: the very exhibition of any desire to keep him would have rendered the claimant more peremptory: there was nothing left but to resign him. However, he was not going to rouse him from his sleep.† tells us that when Joseph told him that Heathcliff sent him to take Linton to the Heights and Joseph wont leave without him made Edgar sad for a moment. We see that Edgar within himself felt pitty for the boy imagining what will happen to the poor lad at the Heights. Though later remembering Isabella last wish to keep Linton with her brother Edgar made him think of something which could a llow him to keep Linton at the Grange. We see that Edgar could not think of any way he could keep poor Linton with him and the only option he had was to give the child to Joseph but Edgar did not want to wake the poor sole from his sleep. To which Joseph replied by saying â€Å"Noa! said Joseph, giving a thud with his prop on the floor, and assuming an authoritative air. Noa! that means naught. Hathecliff maks noa count o t mother, nor ye norther; but hell heu his lad; und I mun tak himsoa now ye knaw!† by which we can see that how determined Joseph was to take Linton with him today itself. We could easily see that his power came from Heathcliff perhaps due to fear of Heathcliff. Though the phrase â€Å"You shall not to-night! answered Linton decisively. Walk down stairs at once, and repeat to your master what I have said. Ellen, show him down. Go And, aiding the indignant elder with a lift by the arm, he rid the room of him and closed the door. Varrah weell! shouted Joseph, as he slowly drew off. To-morn, hes come hisseln, and thrust _him_ out, if ye darr!† shows us that Edgar took control of something for the first time, the Edgar who Catherine told as weak now handled this issue and closed it to keep Linton for the night. Though now we know that poor Linton has to go the Heights and face the cruelty there on his weak sole. Volume 2 Chapter 6 Setting: Edgar did not want to suffer the consequences of not keeping his word. He sent Linton with Nelly on Cathys pony early in the morning. We see that Linton was never told he had a father, the line â€Å"My father! he cried, in strange perplexity. Mamma never told me I had a father. Where does he live? Id rather stay with uncle.† shows us that Isabella never told Linton about Heathcliff which shows us that she never wanted Linton to be with Heathcliff. In addition to this the part where Linton says he would rather prefer staying with his uncle makes us think that he is saying this because his mother might have talked to him about Edgar before but never his father. The phrase â€Å"And why didnt mamma speak to me about him? persevered the child. She often talked of uncle, and I learnt to love him long ago. How am I to love papa? I dont know him.† supports our point made earlier that Linton was told about his uncle Edgar but never told about his father Heathcliff. The part where he asks how is he supposed to love his father now makes us think that will Heathcliff behave well with Linton, does he truly want Linton because he loves him or he wants Linton for some other reason. Later the phrase â€Å"The poor thing was finally got off, with several delusive assurances that his absence should be short: that Mr. Edgar and Cathy would visit him, and other promises, equally ill-founded, which I invented and reiterated at intervals throughout the way. The pure heather-scented air, the bright sunshine, and the gentle canter of Minny, relieved his despondency after a while. He began to put questions concerning his new home, and its inhabitants, with greater interest and liveliness.† shows us that the boy did not wish to leave the Grange, Edgar and Nelly had to tell him several lies to persuade him to get off bed and get ready. Which makes the readers feel sad that the poor boy is being sent at the Heights against his wish and against his mothers wish as we know. Tough later this phrase tells us that after some time he became excited about his new house and the people there but we should not forget this is Nelly narrating the story and we do not know if it i s true. It could be that the boy never wanted to leave the Grange but Nelly and Edgar made him leave. Later we see when Heathcliff finds out that Isabella never mentioned about him to Linton he says â€Å"No! What a shame of your mother, never to waken your filial regard for me! You are my son, then, Ill tell you; and your mother was a wicked slut to leave you in ignorance of the sort of father you possessed. Now, dont wince, and colour up! Though it is something to see you have not white blood. Be a good lad; and Ill do for you. Nelly, if you be tired you may sit down; if not, get home again. I guess youll report what you hear and see to the cipher at the Grange; and this thing wont be settled while you linger about it.† which shows how he abuses Isabella for never telling Linton about his father. Though he then tells Linton to be a good boy and Heathcliff tells Nelly to leave in a rude way saying that he knows whatever Nelly sees here she is going to report it to Edgar. Lastly the phrase â€Å"Dont leave me! Ill not stay here! Ill not stay here! Then the latch was raised and fell: they did not suffer him to come forth. I mounted Minny, and urged her to a trot; and so my brief guardianship ended.† shows us that when Nelly was leaving the Heights poor Linton wanted her to take him back to the Grange and ran after her but fell. This shows the readers that things are not going to be good for Linton at the Heights and makes them feel sad for the poor boy. Volume 2 Chapter 7 Setting : Cathy woke up and did not stop crying finding that Linton is gone. She was is such great sadness that Edgar himself had to calm her down by telling her that he would bring Linton back if it is possible. The phrase â€Å"When I chanced to encounter the housekeeper of Wuthering Heights, in paying business visits to Gimmerton, I used to ask how the young master got on; for he lived almost as secluded as Catherine herself, and was never to be seen. I could gather from her that he continued in weak health, and was a tiresome inmate. She said Mr. Heathcliff seemed to dislike him ever longer and worse, though he took some trouble to conceal it: he had an antipathy to the sound of his voice, and could not do at all with his sitting in the same room with him many minutes together. There seldom passed much talk between them: Linton learnt his lessons and spent his evenings in a small apartment they called the parlour: or else lay in bed all day: for he was constantly getting coughs, and colds, and aches, and pains of some sort.† shows us that Heathcliff did not love Linton. He could not even stand being in the same room with Linton for a long time. We see that Linton got weaker and wea ker and his health kept de-proving. We see that both Nelly and Edgar worried for poor Linton, the phrase â€Å"I divined, from this account, that utter lack of sympathy had rendered young Heathcliff selfish and disagreeable, if he were not so originally; and my interest in him, consequently, decayed: though still I was moved with a sense of grief at his lot, and a wish that he had been left with us. Mr. Edgar encouraged me to gain information: he thought a great deal about him, I fancy, and would have run some risk to see him; and he told me once to ask the housekeeper whether he ever came into the village? She said he had only been twice, on horseback, accompanying his father; and both times he pretended to be quite knocked up for three or four days afterwards† shows us that Edgar often told Nelly to ask the housekeeper at the Heights about Linton. We see that both of them wished Linton could stay at the Grange but were powerless against Heathcliff. This all builds up hatred towards Heathcliff for the readers a s he treated Isabella in such a cruel way and now he is treating the poor weak Linton in the same cruel way. Later we see in that when Cathy turned sixteen and went to the moors near the Heights she was caught by Heathcliff as a poacher. Heathcliff invited them to the Heights which shocks the readers and make them think what might be going in Heathcliffs brain to invite Cathy and Nelly to the Heights. We see that Heathcliff tells his plan to Nelly, â€Å"My design is as honest as possible. Ill inform you of its whole scope, he said. That the two cousins may fall in love, and get married. Im acting generously to your master: his young chit has no expectations, and should she second my wishes shell be provided for at once as joint successor with Linton.† shows us that Heathcliff had a plan to gain control over the property of the Lintons. We see that now he wanted to use Linton as a way to get the ownership of the grange and we can immediately make out that he succeeded as he now owned the Grange and the Heights both. Later we see when Cathy finds out why Edgar does not want her to visit the Heights, Cathy agrees but is sad that she promised Linton to meet him but cant go. The line â€Å"Im not crying for myself, Ellen,† she answered, â€Å"its for him. He expected to see me again to-morrow, and there hell be so disappointed: and hell wait for me, and I shant come!† shows us how Cathy loves Linton and cares so much about his feelings. We see that they both started exchanging love letter but when Nelly found out about this she threatened Cathy to stop and Cathy sadly agreed. Volume 2 Chapter 8 Setting: Summer was close to its end and Mr. Linton and Cathy frequently were gone out in the moors to have a walk. Unfortunately Mr. Linton caught a bad cold and were forced to stay indoors throughout the winter. Nelly tells us in the starting of the chapter that after Mr. Linton got sick and were indoors all the time Cathy became lonely. The phrase â€Å"She had his companionship no longer; I esteemed it a duty to supply its lack, as much as possible, with mine: an inefficient substitute; for I could only spare two or three hours, from my numerous diurnal occupations, to follow her footsteps, and then my society was obviously less desirable than his.† tells us that Nelly tried to fill in the gap for Mr. Linton but was unable to due to her duties in the house and the fact that she could not take Mr. Lintons place for Cathy. We see that Cathy grew sad missing her dad and thinking that he might die and leave her alone. Nelly tried a lot to comfort her by diverting her mind but was not relatively successful. The phrase â€Å"Oh, it will be something worse, she said. And what shall I do when papa and you leave me, and I am by myself? I cant forget your words, Ellen; they are always in my ear. How life will be changed, how dreary the world will be, when papa and you are dead.† shows us that Cathy was afraid that the cold could turn into something worse and she feared her life after Mr. Linton and Nelly would be gone. If we link back to the earlier chapters in one of the chapters when Nelly was describing Isabellas illness she says that both Edgar and Isabella had illnesses which started slow and small which slowly killed them from inside. So this gives us a early warning that Edgar is going to die soon and then poor Cathy will be left in care of Nelly. The phrase â€Å"I fret about nothing on earth except papas illness, answered my companion. I care for nothing in comparison with papa. And Ill neverneveroh, never, while I have my senses, do an act or say a word to vex him. I love him better than myself, Ellen; and I know it by this: I pray every night that I may live after him; because I would rather be miserable than that he should be: that proves I love him better than myself.† tells us how much love Cathy has for her father. The part where she says that she prays she lives longer than her father just because she would prefer her to be miserable rather than Mr. Linton being miserable on her death. We see that when Cathy gets stuck behind a locked door Heathcliff approaches to her and says â€Å"You especially, the elder; and less sensitive, as it turns out. Ive got your letters, and if you give me any pertness Ill send them to your father. I presume you grew weary of the amusement and dropped it, didnt you? Well, you dropped Linton with it into a Slough of Despond. He was in earnest: in love, really. As true as I live, hes dying for you; breaking his heart at your fickleness: not figuratively, but actually.† which shows us how Heathcliff is trying to play with Cathys feelings. We have seen it earlier that Cathy is very sensitive and now Heathcliff is trying to make her visit the Heights by blackmailing her and making her feel that Lintons illness is due to her breaking his heart. We see how cunning Heathcliff is, taking this opportunity when poor Cathy is locked inside the door and Nelly cant get her out. Lastly the phrase â€Å"What use were anger and protestations against her silly credulity? We parted that nighthostile; but next day beheld me on the road to Wuthering Heights, by the side of my willful young mistresss pony. I couldnt bear to witness her sorrow: to see her pale, dejected countenance, and heavy eyes: and I yielded, in the faint hope that Linton himself might prove, by his reception of us, how little of the tale was founded on fact.† tells us that after Cathy came at the Grange she cried heavily and persuaded Nelly to go with her to the Heights tomorrow to see Linton. Nelly says she agreed seeing the poor girl in such sorrow which again shows us how sensitive Cathy is. Volume 2 Chapter 9 Setting: It was a wet morning and Cathy and Nelly went to the Heights to see Linton. They did not find Heathcliff there as for his words. We see that only Joseph is there with Linton, Linton is continuously calling Joseph to relight the fire in his room but Joseph keeps ignoring his shouts. We see that Linton tells Cathy that she should have come to visit him earlier. He tells her that all that letter writing made him terribly tired and now he neither can write nor talk. We can say this because of the phrase â€Å"Why didnt you come before? he asked. You should have come, instead of writing. It tired me dreadfully writing those long letters. Id far rather have talked to you. Now, I can neither bear to talk, nor anything else.† which shows how he complains that Cathy did not come to see him earlier. We see that when Linton tells her that if Cathy was his wife she would have loved him more than Mr. Linton to which cathy replies by saying â€Å"No, I should never love anybody better than papa, she returned gravely. And people hate their wives, sometimes; but not their sisters and brothers: and if you were the latter, you would live with us, and papa would be as fond of you as he is of me.† which shows us that Cathy loves no one more than her Father. In addition to this we get a feel that she knows something about the past which is why she says that people hate their wives. We see that they both start quarreling about this and Cathy tells Linton that Heathcliff hated his mother (Isabella). This made Linton angry and he told Cathy that her mother did not love her father instead loved Mr. Heathcliff. We see that all this made Cathy angry and the phrase â€Å"Cathy, beside herself, gave the chair a violent push, and caused him to fall against one arm. He was immediately seized by a suffocating cough that soon ended his triumph. It lasted so long that it frightened even me. As to his cousin, she wept with all her might, aghast at the mischief she had done: though she said nothing. I held him till the fit exhausted itself. Then he thrust me away, and leant his head down silently. Catherine quelled her lamentations also, took a seat opposite, and looked solemnly into the fire.† shows us that she pushed the chair which caused weak Linton to fall immediately resulting in a non stop coughing streak which scared everyone including Nelly. Although the phrase â€Å"Im sorry I hurt you, Linton, she said at length, racked beyond endurance. But I couldnt have been hurt by that little push, and I had no idea that you could, either: youre not much, are you, Linton? Dont let me go home thinking Ive done you harm. Answer! speak to me.† shows us that Cathy felt extremely guilty for her actions and wished for forgiveness from Linton. The sensitive lady was so sad at her actions she cried with all her might which makes us realize once again how sensitive this young girl is and how weak Linton has become. Later we see that when Nelly wanted Cathy to leave the Heights Linton told Cathy that she caused him to be more ill now and she has to visit again to cure what she did. The phrase â€Å"You must come, to cure me, he answered. You ought to come, because you have hurt me: you know you have extremely! I was not as ill when you entered as I am at presentwas I?† shows us that now he was blackmailing the sensitive girl to visit him again just like how Heathcliff manipulated her soft feelings. Lastly we see when Cathy and Nelly returned to the Grange and were off to bed the phrase â€Å"I remarked a fresh colour in her cheeks and a pinkness over her slender fingers, instead of fancying the line borrowed from a cold ride across the moors, I laid it to the charge of a hot fire in the library.† tells us that Nelly caught a cold due to walking in the cold weather. The part where Nelly tells us that Cathy had a fresh color in her cheeks tells us she was up to some mischief which we can assume was to visit Linton during the night as she promised she will escaping the Grange

Slavery is The South essays

Slavery is The South essays Slavery played a dominating and critical role in much of Southern life. In the struggle for control in America, slavery was the Souths stronghold and the hidden motive behind many political actions and economic statistics. By dominating Southern life, slavery also dominated the economic and political aspects of life in the South from 1840 to 1860. By the 1840s and 50s the Southern economy had almost completely become slave and cash crop agriculture based. Without slaves in the south a person was left either landless and penniless or struggling to get by on a small farm. However, even though slaves dominated the southern economy, slaveholders only included about 2 to 3 percent of the population. This small percentage was the amount of people successful in a slave based, cash crop agricultural, Southern economy. Therefore, the Southern economy was controlled and dominated by those who did and did not have slaves. Furthermore, with the high demand for Southern items in Europe and Northern America more slaves were needed in the South to produce these cash crops. Without slaves there would be no cotton, tobacco, or sugar production and without these integral items the Southern economy would absolutely fail. The South depended on slaves to fuel their economy and therefore slavery dominated their economy. Between 1840 and 1860 many political issues, debates, and actions were inflamed by slavery. As America grew, the South wanted more slave states and the North wanted more free states to increase their hold in politics. One important act that fueled the slavery dominated political world of 1840 to 1860 was the Kansas and Nebraska act written by Stephen Douglas. This act repealed the Missouri Compromise of 1820 and called for popular sovereignty in Kansas and Nebraska which under the Missouri Compromise had been free. The Missouri Compromise was originally an act to ...

Plesiadapis Facts

Plesiadapis Facts Name: Plesiadapis (Greek for almost Adapis); pronounced PLESS-ee-ah-DAP-iss Habitat: Woodlands of North America and Eurasia Historical Period: Late Paleocene (60-55 million years ago) Size and Weight: About two feet long and 5 pounds Diet: Fruits and seeds Distinguishing Characteristics: Lemur-like body; rodent-like head; gnawing teeth About Plesiadapis One of the earliest prehistoric primates yet discovered, Plesiadapis lived during the Paleocene epoch, a mere five million years or so after the dinosaurs went extinct- which does much to explain its rather small size (Paleocene mammals had yet to attain the large sizes typical of the mammalian megafauna of the later Cenozoic Era). The lemur-like Plesiadapis looked nothing like a modern human, or even the later monkeys from which humans evolved; rather, this small mammal was notable for the shape and arrangement of its teeth, which were already semi-suited to an omnivorous diet. Over tens of millions of years, evolution would send the descendants of Plesiadapis down from the trees and onto the open plains, where they would opportunistically eat anything that crawled, hopped, or slithered their way, at the same time evolving ever-larger brains. It took a surprisingly long time for paleontologists to make sense of Plesiadapis. This mammal was discovered in France in 1877, only 15 years after Charles Darwin published his treatise on evolution, On the Origin of Species, and at a time when the idea of humans evolving from monkeys and apes was extremely controversial. Its name, Greek for almost Adapis, references another fossil primate discovered about 50 years earlier. We can now infer from the fossil evidence that the ancestors of Plesiadapis lived in North America, possibly coexisting with dinosaurs, and then gradually crossed over to western Europe by way of Greenland.

Literture Program for Preschool Classroom Essay

Literture Program for Preschool Classroom - Essay Example There is an abundance of story titles out in the market. However, it is important for a teacher to choose the most appropriate ones that truly meet the criteria for overall development of children. Books that focus on repetition are good choices, especially for toddlers who need to master their language. The repetitive lines give children the opportunity to participate in the story by saying them out loud when the story calls for it. Another point for story selection is how the book revolves around the needs of the specific children the teacher is working with (Giorgin & Glazer, 2008). For instance, very young children welcome stories that empower the characters that are limited in their skills because of their young age. A character who is considered â€Å"too little† to do many things may still have a healthy self-esteem by being able to set the table or change his own shirt. The characters in the story may be in situations that are relatable to the children. Simple plots su ch as going to school for the first time, managing to be friends with bullies, accepting the responsibility of being a sibling to a new baby or learning a new skill such as riding a bicycle capture the interest of children. Of course, the stories need to have a positive theme and a significant lesson to learn. The words used must be simple and understandable (Brewer, 2002) Giorgin & Glazer (2008) have identified the goals and strategies of children’s literature to support various areas of their development. The goals should support children’s language, intellectual, personality, social and moral, and aesthetic and creative development. The goals in quotation marks have been adapted from Giorgin & Glazer’s (2008) book. These reflect my philosophy on children’s learning and development. For language development, I want to adapt Giorgin & Glazer’s (2008) goal, â€Å"Children will communicate

Application of Financial Statement Essay Example | Topics and Well Written Essays - 2250 words

Application of Financial Statement - Essay Example The Income Statement The income statement is â€Å"a financial statement listing all revenue and expenses for a fiscal period leading to net income or net loss: a statement that describes the operations of a business over a period of time (fiscal period)† (Kravitz, 1999 p63). The income statement is therefore a financial statement that shows the results of the operations of a business. This involves financial information about the income that a business makes and the expenditure that the business incurs over a given period of time. In effect, the income statement matches the revenue of a business with its expenses and provides the net income or net loss. In other words, the income statement provides an insight into the kind of revenue inflows and outflows that were incurred during the normal trading activity of the business. Another aspect of the income statement is that it is a period statement. In other words, it captures the financial picture of a business's trading activit ies over a defined period of time. This means that the income statement is mainly concerned with how a business performed in trade over the specified period of time. Tracey (2009) identifies that the main purpose of the income statement is to identify the profit or loss made by a business in a given period of time (p13). This means that the income statement identifies the performance of a business in terms of how much profits or losses that the business made over the specified period for which the accounts were prepared. This shows clearly that the income statement is mainly a tool for the measurement of the financial viability or otherwise of a given business in a stated period of time. â€Å"The income statement summarizes the sales revenue and expenses of a business for a period, usually 1 year† (Tracey, 2009 p13). This indicates that most businesses prepare their income statements over a period of 12 months. The GAAP and other legal statutes require businesses to prepare financial statements once every 12 months. However, in some instances, a business might opt to prepare an income statement for periods that are less or more than the 12 month period. If a business began trading in the middle of they year, they many prepare income statements for a period that is less than 12 months. Such a financial statement might be pro-rated for taxation and other financial purposes. This means that the number of months for which the accounts were prepared will be identified and divided by the 12 months period to find out the true worth for certain statutory purposes like tax. Typically, the tax rate that is invoked on such a business is calculated by identifying the number of months for which the accounts were prepared and dividing it by 12 before the figures are multiplied by the annual tax rate. The main motive is that income statements must be prepared over a given period and there should be definite cut offs within which the income and expenditure captured ar e compared. Tracey (2009 p13) identifies four main steps in the preparation of income statements. In the first step, the sales revenue is matched with the cost of goods or services that were sold. In other words, this involves the matching of income or payments made by customers to the business against the cost the business incurred in producing the goods sold.

Negligence Definition Essay Example for Free

Negligence Definition Essay A failure to behave with the level of care that someone of ordinary prudence would have exercised under the same circumstances. The behavior usually consists of actions, but can also consist of omissions when there is some duty to act (e.g., a duty to help victims of ones previous conduct). OVERVIEW Primary factors to consider in ascertaining whether the persons conduct lacks reasonable care are the foreseeable likelihood that the persons conduct will result in harm, the foreseeable severity of harm that may ensue, and the burden of precautions to eliminate or reduce the risk of harm. See Restatement (Third) of Torts: Liability for Physical Harm  § 3 (P.F.D. No. 1, 2005). Negligent conduct may consist of either an act, or an omission to act when there is a duty to do so. See Restatement (Second) of Torts  § 282 (1965). Five elements are required to establish a prima facie case of negligence: the existence of a legal duty to exercise reasonable care; a failure to exercise reasonable care; cause in fact of physical harm by the negligent conduct; physical harm in the form of actual damages; and proximate cause, a showing that the harm is within the scope of liability. Negligence is an actionable tort. This means that if one persons carelessness causes another personal injury, the injured party may sue to recover damages (money) for his or her injuries. The idea that a person can sue for negligence is a relatively new phenomenon, only about a century old. The reason for negligences late recognition is because common law traditionally recognized only intentional torts; that is, it held parties responsible for injuries that were the result of intentional acts. It was irrelevant that the actor did not intend to injure anyone, much less the injured party, but it only needed to be shown that the actor intended the action that caused the injury. In these cases, evidence of who caused what injury was affirmative, direct, and fairly objective. The concept of permitting someone to recover damages for injuries caused by someones lack of action or failure to do something was a revolutionary concept. Since its recognition as an action in tort, negligence has become a major source of very large jury awards. It is the root of all product liability cases. When  people complain about our legal system and the outrageous verdicts being awarded nowadays, they are speaking about negligence. Originally, negligence was recognized by the courts as part of the common law. Over time, as causes of action became more numerous and as damages became larger, various efforts were undertaken to limit the appeal of negligence lawsuits. The doctrine of contributory negligence eventually evolved, in some states, into a system of comparative fault that permitted recovery on a completely relative scale. Thus, in an accident one could be 90 percent at fault for ones own personal injury and still sue to recover the 10 percent of the damages suffered that were caused by the other party.

Greek And Roman Architecture :: Architecture Greek Roman Essays

Greek and Roman Architecture   Ã‚  Ã‚  Ã‚  Ã‚  The Greeks thought of their Gods as having the same needs as human beings, they believed that the Gods needed somewhere to live on Earth. Temples were built as the gods' earthly homes. The basic design of temples developed from the royal halls of the Maycenaean Age. A Mycenaean palace consisted of a number of buildings often more than one story high, grouped around a central courtyard. It was brightly painted, both inside and out. In each palace there was a large hall called a megaron, where the king held court and conducted state business. Little remains of the megaron at Mycenae. This reconstruction is based on the remains from other palaces, which would have been similar.   Ã‚  Ã‚  Ã‚  Ã‚  The Romans took and borrowed a lot of things from the Greek culture. For example, the took the Greek Gods and renamed them. They also took the styles of Greek temples, but they changed them some. The temple was rectangular, with a gabled roof, with a frontal staircase giving access to its high platform. They used mainly the Corinthian style, but they also made combinations, for instance the Corinthian-Ionic style. The Romans also added a lot of details and decorations to their temples. The Romans also made what became the very common round, domed temple. The main temple of a Roman city was the capitolium. The Pantheon, the famous temple in Rome, was a sample for some of the modern day cathedrals and churches.   Ã‚  Ã‚  Ã‚  Ã‚  The Classical Period Temples became much larger and more elaborate. Parthenon, one of the most famous structures ever, was created during that period. The Greeks held many religious festivals in honour of their gods. The purpose of festivals was to please the gods and convince them to grant the people's wishes. Such as making the crops grow or bringing victory in war. In addition to religious events athletic competitions and theatrical performances took place at festivals too..   Ã‚  Ã‚  Ã‚  Ã‚  The early Greek architecture, from about 3000 BC to 700 BC, used mainly the post and lintel, or post and beam, system. Their main building material was marble. Classic Greek architecture is made up of three different orders that are most seen in their temples: Doric, Ionic, and Corinthian. All three had the same components, but had different types of details. The orders are known mostly by their column style. The Corinthian order was not as widely used as Doric and Ionic. It was fancier than the others, and had a lot more detail. The Greeks only used one order on one building, they never mixed. The basic temple followed these same rules.

Four Steps to Forecast Total Market Demand Essay

Such forecasts are crucial since companies must begin building new generating plants five to ten years before they are to come on line. But during the 1975–1985 period, load actually grew at only a 2% rate. Despite the postponement or cancellation of many projects, the excess generating capacity has hurt the industry financial situation and led to higher customer rates. ? The petroleum industry invested $500 billion worldwide in 1980 and 1981 because it expected oil prices to rise 50% by 1985. The estimate was based on forecasts that the market would grow from 52 million barrels of oil a day in 1979 to 60 million barrels in 1985. Instead, demand had fallen to 46 million barrels by 1985. Prices collapsed, creating huge losses in drilling, production, refining, and shipping investments. Bill Barnett is a principal in the Atlanta office of McKinsey & Company. He is a leader of the firm’s Microeconomics Center, and his client work has focused on business unit and corporate strategy. ? In 1983 and 1984, 67 new types of business personal computers were introduced to the U. S. market, and most companies were expecting explosive growth. One industry forecasting service projected an installed base of 27 million units by 1988; another predicted 28 million units by 1987. In fact, only 15 million units had been shipped by 1986. By then, many manufacturers had abandoned the PC market or gone out of business altogether. The inaccurate suppositions did not stem from a lack of forecasting techniques; regression analysis, historical trend smoothing, and others were available to all the players. Instead, they shared a mistaken fundamental assumption: that relationships driving demand in the past would continue unaltered. The companies didn’t foresee changes in end-user behavior or understand their market’s saturation point. None realized that history can be an unreliable guide as domestic economies become more international, new technologies emerge, and industries evolve. As a result of changes like these, many managers have come to distrust traditional techniques. Some even throw up their hands and assume that business planning must proceed without good demand forecasts. I disagree. It is possible to develop valuable insights into future market conditions and demand levels based on a deep understanding of the forces behind total-market demand. These insights can Copyright 1988 by the President and Fellows of Harvard College. All rights reserved. sometimes make the difference between a winning strategy and one that flounders. A forecast of total-market demand won’t guarantee a successful strategy. But without it, decisions on investment, marketing support, and other resource allocations will be based on hidden, unconscious assumptions about industrywide requirements, and they’ll often be wrong. By gauging total-market demand explicitly, you have a better chance of controlling your company’s destiny. Merely going through the process has merit for a management team. Instead of just coming out with pat answers, numbers, and targets, the team is forced to rethink the competitive environment. Total-market forecasting is only the first stage in creating a strategy. When you’ve finished your forecast, you’re not done with the planning process by any means. There are four steps in any total-market forecast: 1. Define the market. 2. Divide total industry demand into its main components. 3. Forecast the drivers of demand in each segment and project how they are likely to change. . Conduct sensitivity analyses to understand the most critical assumptions and to gauge risks to the baseline forecast. Defining the Market At the outset, it’s best to be overly inclusive in defining the total market. Define it broadly enough to include all potential end users so that you can both identify the appropriate drivers of demand and reduce the risk of surprise product substitutions. The factors that drive forecasts of total-market size differ markedly from those that determine a particular product’s market share or product-category share. For example, total-market demand for office telecommunications products nationally depends in part on the number of people in offices and their needs and habits, while total demand for PBX systems depends on how they compare on price and benefits with substitute products like the local telephone company’s central office switching service. Beyond this, demand for a particular PBX is a function of price and benefit comparisons with other PBXs. In defining the market, an understanding of product substitution is critical. Customers might behave differently if the price or performance of potential substitute products changes. One company studying total demand for industrial paper tubes had to consider closely related uses of metal and plastic tubes 4 to prevent customer switching among tubes from biasing the results. Understand, too, that a completely new product could displace one that hitherto had comprised the entire market—like the electronic calculator, which eliminated the slide rule. For a while after AT&T’s divestiture, the Bell telephone companies continued to forecast volume of long-distance calls by using historical trend lines of their revenues—as if they were still part of a monopoly. Naturally, these forecasts grew more inaccurate with time as end users were presented with new choices. The companies are now broadening their market definitions to take account of heightened competition from other longdistance carriers. There are several ways you can make sure you include all important substitute products (both current and potential). From interviews with industrial customers you can learn about substitutes they are studying or about product usage patterns that imply future switching opportunities. Moreover, market research can lead to insights about consumer products. Speaking with experts in the relevant technologies or reviewing technological literature can help you identify potential developments that could threaten your industry. Finally, careful quantification of the economic value of alternative products to different customers can yield deep insights into potential switching behavior—for example, how oil price movements would affect plastics prices, which in turn would affect plastic products’ ability to substitute for metal or paper. Analyses like these can lead to the construction of industry demand curves—graphs representing the relationship between price and volume. With an appropriate definition, the total-industry demand curves will often be steeper than demand curves for individual products in the industry. Consumers, for example, are far more likely to switch from Maxwell House to Folgers coffee if Maxwell House’s prices increase than they are to stop buying coffee if all coffee prices rise. In some cases, managers can make quick judgments about market definition. In other cases, they’ll have to give their market considerable thought and analysis. A total-market forecast may not be critical to business strategy if market definition is very difficult or the products under study have small market shares. Instead, your principal challenge may be to understand product substitution and competitiveness. One company analyzed the potential market for new consumer food cans, and it concluded that growth trends in food product markets were not critical to the strategy question. What was critical was knowing the value positions of the new packagesJuly–August 1988 elative to metal cans, glass jars, and composite cans. So the company spent time on that subject. Dividing Demand into Component Parts The second step in forecasting is to divide total demand into its main components for separate analysis. There are two criteria to keep in mind when choosing segments: make each category small and homogeneous enough so that the drivers of demand will apply consistently across its various elements; make each large enough so that the analysis will be worth the effort. Of course, this is a matter of judgment. You may find it useful in aking this judgment to imagine alternative segmentations (based on enduse customer groups, for example, or type of purchase). Then hypothesize their key drivers of demand (discussed later) and decide how much detail is required to capture the true situation. As the assessment continues, managers can return to this stage and reexamine whether the initial decisions still stand up. Managers may wish to use a ‘‘tree’’ diagram like the accompanying one constructed by a management team in 1985 to study demand for paper. In this disguised example, industry data permitted the division of demand into 12 end-use categories. Some categories, like business forms and reprographic paper, were big contributors to total consumption; others, such as labels, were not. One (other converting) was fairly large but too diverse for deep analysis. The team focused on the four segments that accounted for 80% of 1985 demand. It then developed secondary branches of the tree to further dissect these categories and to determine their drivers of demand. It analyzed the remaining segments less completely (that is, via a regression against broad macroeconomic trends). Other companies have used similar methods to segment total demand. One company divided demand for maritime satellite terminals by type of ship (e. g. , seismic ships, bulk/cargo/container ships). Another divided demand for long-distance telephone service into business and residential customers and then subdivided it by usage level. And a third segmented consumer appliances into three purchase types—appliances used in new home construction, replacement appliance sales in existing homes, and appliance penetration in existing homes. In thinking about market divisions, managers need to decide whether to use existing data on segment sizes or to commission research to get an independent estimate. Reliable public information on historHARVARD BUSINESS REVIEW July–August 1988 ical demand levels by segment is available for many big U. S. industries (like steel, automobiles, and natural gas) from industry associations, the federal government, off-the-shelf studies by industry experts, or ongoing market data services. For some foreign markets and less well-researched industries in the United States, like the labels industry, you may have to get independent estimates. Even with good data sources, however, the readily available information may not be divided into the best categories to support an insightful analysis. In these cases, managers must decide whether to develop their forecasts based on the available historical data or to undertake their own market research programs, which can be timeconsuming and expensive. Note that while such segmentation is sufficient for forecasting total demand, it may not create categories useful for developing a marketing strategy. A single product may be driven by entirely different factors. One study of industrial components found that consumer industry categories provided a good basis for projecting total-market demand but gave only limited help in formulating a strategy based on customer preferences: distinguishing those who buy on price from those who buy on service, product quality, or other benefits. Such buying-factor categories generally do not correlate with the customer industry categories used for forecasting. A strong sales force, however, can identify customer preferences and develop appropriate account tactics for each one. Forecasting the Drivers of Demand The third step is to understand and forecast the drivers of demand in each category. Here you can make good use of regressions and other statistical techniques to find some causes for changes in historical demand. But this is only a start. The tougher challenge is to look beyond the data on which regressions can easily be based to other factors where data are much harder to find. Then you need to develop a point of view on how those other factors may themselves change in the future. An end-use analysis from the commodity paper example, reprographic paper, is shown in the accompanying chart. The management team, using available data, divided reprographic paper into two categories: plain-paper copier paper and nonimpact page printer paper. Without this important differentiation, the drivers of demand would have been masked, making it hard to forecast effectively. In most cases, managers can safely assume that demand is affected both by macroeconomic vari5 Components of Uncoated White Paper Making Up Total Demand (thousands of tons) End-Use Category Business Forms Commercial Printing Reprographics Envelopes Other Converting Total Demand Stationery and Tablet Books Directories Catalogs Magazines Inserts Labels Reviewed in Depth Percent of Total 1985 Demand 25% 25 20 10 5 5 5 1 or less ables and by industry-specific developments. In looking at plain-paper copier paper, the team used simple and multiple regression analyses to test relationships with macroeconomic factors like white-collar workers, population, and economic performance. Most of the factors had a significant effect on demand. Intuitively, it also made sense to the team that the level of business activity would relate to paper consumption levels. Economists sometimes refer to growth in demand due to factors like these as an ‘‘outward shift’’ in the demand curve—toward a greater quantity demanded at a given price. ) Demand growth for copy paper, however, had exceeded the real rate of economic growth and the challenge was to find what other factors had been causing this. The team hypothesized that declining copy costs had caused this increased usage. The relationship was proved by estimating the substantial cost reductions that had occurred, combining those with numbers of tons produced over time, and then fashioning an indicative demand curve for copy paper. See the chart ‘‘Understanding Copy Paper Demand Drivers. ’’) The clear relationship between cost and volume meant that cost reductions had been an important cause of past demand growth. (Economists sometimes describe this as a downward-shifting supply curve leading to movement down the demand curve. ) Further major declines in cost per copy seemed unlikely because paper costs were expected to remain flat, and the data indicated little increase in 6 price elasticity, even if cost per copy fell further. So the team concluded that usage growth (per level of economic performance) was likely to continue the flattening trend begun in 1983: growth in copy paper consumption would be largely a function of economic growth, not cost declines as in the past. The team then reviewed several econometric services forecasts to develop a base case economic forecast. Similar studies have been performed in other industries. A simple one was the industrial components analysis mentioned before, a case where the total forecast was used as background but was not critical to the company’s strategy decision. Here the team divided demand into its consuming industries and then asked experts in each industry for production forecasts. Total demand for components was projected on the assumption that it would move parallel to a weight-averaged forecast of these customer industries. Actual demand three years later was 2% above the team’s prediction, probably because the industry experts underestimated the impact of the economic recovery of 1984 and 1985. In another example, a team forecasting demand for maritime satellite terminals extrapolated past penetration curves for each of five categories of ships.