The North Face Marketing Analysis

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Executive Summary

North Face, a retail and manufacturing corporation of outdoor apparel and equipment, is attempting to become a leader in the casual sportswear and outdoor sports equipment markets. The Company now serves a larger market of casual sportswear market, rather than the specialty market it originally targeted. By moving into the larger market, North Face is hoping that it will be able to gain greater market share and profits from an expanding market.

The Company has a greater asset that it should use to its benefit to acquire the proper demand. Since being bought by Vanity Fair, The North Face has being able to surpass its financial woes and improve its profits. North Face should continue to use Vanity Fair Corporation's resources to ensure the expansion to its new target (See exhibit for further financial analysis).

Through the production of the new product line, the A5 Series, North Face can capture this new market. The product is created from cotton and it is a transformation of typical bouldering apparel to a more casual attire for a less extreme athlete. However, North Face is not correctly marketing the product in order to create the proper demand for the A5 line. Through changes in the marketing mix, North Face would be more successful in the casual outdoor sportswear attire.

North Face's Mission Statement and Goals

Our mission is to profitably increase the North Face market share and brand awareness in all retail channels by

•Showcasing the depth, breadth and quality of the North Face products in all retail business segments

•Marketing products and lifestyle to enhance the North Face brand image and reputation in each retail channel

•Delivering a consistent company message of technology, innovation, and education through all retail environments

•Establishing and maintaining the highest levels of customer service and product knowledge in specialty retailing

•Providing a launch vehicle and testing ground for the company's new products and marketing programs

•Supplying customer feedback to the company on all products, services, and marketing programs

•Creating an environment for personal growth through coaching, education, and incentives

Organizations History

In 166, two hiking enthusiasts founded a small mountaineering retail store in the heart of San Franciscos North Beach. The Company soon became known as The North Face, a retailer of high-performance climbing and backpacking equipment. The name was selected because in the Northern Hemisphere, the north face of a mountain is generally the coldest, iciest and most formidable to climb. In 168, The North Face began designing and manufacturing its own brand of high-performance mountaineering apparel and equipment, and in the early 180s, extreme skiwear was added to the product offering. By the end of the decade, The North Face became the only supplier in the United States to offer a comprehensive collection of high-performance outerwear, skiwear, sleeping bags, packs and tents. Spring 00 marks the introduction of A5 Series™ apparel for a generation of climbers and athletes who know no boundaries between sport and a way of life. Cotton fabrics with casual cuts and functional features are blended into comfortable, free spirited designs. Bouldering inspired, A5 apparel is great for climbing, but still has enough of an urban sensibility.

Now, 7 years after its origin in the outdoor industry, The North Face provides an extensive line of performance apparel, equipment and footwear. Offering the most technically advanced products on the market, The North Face is the choice of the worlds most accomplished climbers, mountaineers, extreme skiers, snowboarders and explorers. The North Face is committed to pushing the limits of design, so that you can push your limits outdoorsnever stop exploring.

Marketing Environment of the Product Line

The North Face's competitive environment originally was targeted at satisfying the needs of a particular niche, the extreme athlete; thus, North Face was a market leader in serving the specialty market. However, North Face's expansion to a broader market has changed its competitive environment. To compete with the casual sportswear manufactures, North Face has created the A5 series line, which will allow the company to establish itself as a mainstream sportswear manufacturer. With the development of the A5 product line, North Face has entered into a very competitive market in which the participating firms have a similar goal of becoming a leader. North Face's competitive edge lies in producing items that are durable and can withstand the rough outdoor environment. Moreover, the pricing of this casual outdoor apparel is similar to that of competitors. The prices enable North Face to compete in the casual outdoor sportswear with its main competitors Gore-Tex and Prana.

The first company that poses competition to North face is Gore-Tex, which has its own casual wear line. Gore-Tex is in the higher price range, but they promise to be highly technical, high-performance materials that have been proven time and time again to be the very best products of their kind. North Face has products that serve the same market segment as Gore-Tex; thus, making them competitors. In comparison to North Face's A5 line, Gore-Tex's clothing has more of a city- wear attire orientation. This brand has established itself as a company that will keep its customers Dry. Similarly, North Face's A5 series line is manufactured from cotton in order to make the products more durable and breathable and thus compete.

The second competitor, and the most significant, is Prana. Prana produces outdoor clothing that is targeted and marketed to the same segment that North Face is attempting to reach. Their product line resembles that of North Face's A5 series. Prana's clothes, like North Face' A5 series line, provides the customer with versatility since the clothing can be used for outdoor activities or for lounging. Prana, according to John Procter, is North Face's primary competitor because of its historical eleven years serving the casual sportswear market. In addition, Prana also prices its casual sportswear products similar to North Face's A5 line series, which intensifies the competition between the two firms. For instance, Prana's clothing line ranges from $1. to $85, much like North Face.

Other companies that are in the active outdoors consumer market are Sierra Design, Patagonia, and Mountain hardware. However, even though these companies serve the same market they offer different conceptions of quality, price and performance. Since North Face is founded in the idea of quality and high performance, it is logical that Prana has become North Face's main competitor because Prana also offers the promise of quality and high performance. Furthermore, pricing has become an important factor in competing with Prana; their pricing strategies parallel each other creating further competition.

North Face's competitive advantage relies on brand loyalty, which it has established by creating customers with high quality products. In expanding to a new market, North Face hopes that its brand loyalty will help them compete in the casual outdoor apparel market.

Market Segmentation

North Face used several different ways to originally segment the market. Demographics are considered when segmenting the outdoor sportswear market. Most of the extreme athletes are young, single, and originally mostly male. However, currently, more women are joining extreme sports. Another variable considered is income level. The market for the sportswear apparel is affluent and can afford the high quality products. The psychographic variables are also important; extreme athletes are portrayed as being fun loving and adventurous. North Face also has international geographic segmentation. North Face also uses a geographic variable; it segments customers by large metropolitan areas, such as Los Angeles, San Francisco, and New York City. The company operates in Europe and Canada, however it assumes similarities between extreme athletes across the world. Currently, North Face is re-segmenting the casual sportswear apparel market. While attempting to keep the original extreme athlete, it now uses some other variables in order to decide whom to target. North Face kept the geographic areas similar to the original idea, still mostly caters to the large metropolitan areas. However, there has been a shift in the demographic variables that is using to evaluate the new market. Now, the market is segmented to include older non-as athletic individuals and active professionals. The income variable has also been modified; the segmentation of the casual apparel market is still well off but more price oriented. In addition, the usage frequency of the product has changed; the casual sportswear market will use the A5 line series less often, than an extreme athlete.

Target Market

Knowing that most outdoor equipment and apparel manufacturers were targeting hobby oriented consumer, North Face became a market nicher, targeting climbers, mountaineers, extreme skiers, snowboarders, and explorers. Its origins as a niche market provider, allowed it to target a selected group of individuals and become extremely knowledgeable of its consumers' needs. The target market is a younger generation of athletes, those that are between 0-5 years of age. It targeted mostly Generation X and early Generation Y individuals. In addition to targeting active individuals, North Face grounded itself for targeting individuals that can afford the benefits of a company that heavily invests in research and development. Since the target market consists of affluent, extreme athletes North Face provided high quality at a high price.

However, More for More was the idea behind the foundation of The North Face. Currently, The North Face is attempting to expand from a $5 billion specialty market to a $0 billion casual sportswear market. This new market will target the active baby-boomers who are becoming a larger part of the casual outdoor market. It will continue to provide the products to the extreme athletes, but the emphasis will shift to the larger market. This new market includes the extreme athletes and the new target individuals who use sports as a pastime and a hobby rather than a way of life. But, the new consumer is more price sensitive and seeks comfort, rather than high quality. The company reveals the shift towards the new market through the production of the A5 Series line. Yet, in its attempt to include the original market of extremist, North Face portrays the A5 series as a bouldering line; thus, attempting to bring both the original market and the new expanded market into unison. Even though the company markets the A5 series line as bouldering apparel, it emphasizes the casual comfort instead of quality (See Exhibit 5 for analysis of the results of a questionnaire of North Face's customers).

The Positioning Strategy

For 7 years, The North Face has been creating innovative, high-performance, technically-advanced apparel, footwear, equipment, and accessories for serious outdoor adventurers, global trekkers, and sophisticated urbanites who have one thing in common they seek out, invest in, use, and wear the best. North Face's positioning strategy has been to create in the mind of the consumer a brand that is synonymous with quality, high performance and innovation, relative to its competitors in the same industry. This market positioning allows North Face's products to occupy a clear, distinctive and desirable place in the minds of its target consumers. Thus, it is this positioning that distinguishes the A5 line from competing brands and gives them the greatest strategic advantage in their target market. The A5 series is positioned by the following slogan Never Stop Exploring.

Marketing Strategies and Mix

Product

North Face has designs products to function as equipment for the body, and its goal is to offer the most technically advanced products in its field and to establish the industry standard in each of its product categories. The Company designs many of its products for extreme applications such as high altitude mountaineering, rock and ice climbing, and back-country skiing and snowboarding.

Moreover, the A5 series clothing line is the newest of The North Face's product line for 00. The A5 line includes shirts and pants designed for the everyday casual athlete and adventurer looking for comfort and style. The A5 clothing series allows men and women the chance to wear clothes that reflect their lifestyle whether they are on the mountain or in an urban setting.

The A5 line features durable cotton material that allows for increased breathability and comfort compared with other active wear that is made of synthetic and polyester material. The relaxed fit quality is a feature of all A5 clothing gear allowing athletes to concentrate on their task at hand and not be bothered with what they are wearing. The A5 line offers a wide variety of free spirited designs and colors to choose from as well as features like bottom side vents on all shirts and constructed waistbands on the pants. The style of A5 clothing gives it versatility out in the field or even a night out on the town.

The A5 gear as with all North Face equipment is fully warranted against damage and defects for the lifetime of the product. The North Face takes great pride in the hardiness and longevity of all of their products and will repair or replace A5 gear, even after extended use, without charge.

Pricing

Due to the original target of extreme athletes, North Face was in the position to price at a higher price range, since it knew that the extreme athletes would pay more money for higher quality. North Face was a company build with the idea of product quality leadership. The high price represented to the consumer North Face's commitment to high quality and its dedication to research and development.

North Face practices product line pricing with the products for extreme athletes. Each new product attempts to satisfy as many needs of the customer. Even if a product is in the same line, but provide different functions for the users the product will be priced accordingly. Currently, North Face is attempting to reach the larger market, which makes it more vulnerable to competition. Therefore, it has created a shift to the lower price casual sportswear apparel to compete. With the A5 Series line, The North Face is actually pricing at about the same price as its competitors, which ranges from $0 to $50 for a variety of products. North Face was able to decrease its cost because it is manufacturing its products largely abroad, mostly, China. Through competition-based pricing North Face hopes to acquire the right amount of customers to make the A5 Series a success. Also, North Face is hoping to capitalize on the expanding casual outdoor market. Demand has increased for goods that are comfortable and not as expensive as the high quality products about 7% in the whole market (See exhibit 1). Thus facing increasing demand for the products gives North Face the opportunity to reach the new consumers, while still being conscious of its competitor's prices.

North Face rarely does any discounting for its products, the discounts occur when the company is attempting to get rid of inventories in preparation for the new seasons apparel and equipment. North Face sends the old inventories to its outlet stores, which are allowed to discount the products. For the A5 Series, North Face is attempting a new mode of promotional pricing that would allow it to penetrate the market. The outlet stores sold the new A5 series line at a base of $5 for all medium size products. By having the promotional sale, North Face hopes that the consumer will be more knowledgeable of the products. In addition, North Face provides a lifetime warranty on all its products, with a no questions asked policy. If the product gets damaged, North Face will replace it and take care of the problem for the costumer. Even though North Face has international markets, it chooses not to price differently in the different countries.

Place

The products are mainly distributed into specialty shops, referred as Summit shops. North Face sells its products primarily to a select group of specialty outdoor, premium-sporting goods and major outdoor specialty retail customers, such as Recreational Equipment, Inc. and Eastern Mountain Sports, Inc. The use of Summit shops has helped North Face preserve the integrity of its brand identity because the retailers market the products in a way that is consistent with the companys quality standards and high quality service. The Company sells its products to approximately 1,500 wholesales customers in the United States, approximately 1,00 wholesales customers in Europe and approximately 00 wholesale customers in Canada.

Recently, however, North Face has expanded its distribution system to other intermediaries to include retailers and some department stores in order to reach the casual sportswear market and best sell the A5 line series. It has modified its distribution system to include 4,000 retailers and departments' stores such as Nordstrom and Foot Locker. Consequently, the A5 line series is being distributed to Summit shops and to the new intermediaries.

Manufacturers

North Face makes use of outsourcing to produce its products. Outsourcing has allowed the company to integrate systems, procedures and personnel more efficiently, despite the fact that North Face ran into problems with outsourcing distribution in 1. North Face relies on approximately 50 unaffiliated manufacturers primarily located in Hong Kong, China, Taiwan, Korea, Indonesia, Bangladesh, Thailand, the United States, and Portugal to produce nearly all of its products.

Difficulties

The Company has not established long-term term contracts with its manufacturing sources; thus, it competes with other companies for production facilities and import quota capacity. None of the manufacturers produce the Companys products exclusively. As a result, North Face experienced distribution difficulties in 16 and in 1, due to delayed shipments and credit line problems. In 16 the company experienced an embarrassing delivery glitch in the Tekware line, which spurred a decline in the price of its shares to $1.50 from a 5-week high of $. Furthermore, suppliers have stopped the distribution of North Face's products in the past because North Face had credit line problems when it was experiencing financial difficulties in 18.

Promotion

The North Face does not rely on discounts to push its products; instead, the firm has concentrated on building a significant cachet for its brand within the outdoor market. In order to accomplish this, The North Face has conducted well-targeted advertising campaigns aimed at hikers, climbers, snowboarders and other outdoor sports enthusiasts. Historically, The North Face has avoided the mainstream media and has instead placed print ads in magazines such as Outdoor Magazine and Backpacker Magazine. The North Face's brand theme is about exploration, and the intention of its ads is to incite people to explore the outdoors.

The North Face has turned to ingenious methods of marketing to encourage its target market to explore. According to creative director Ron Walter, one thing that The North Face has tried to do is blur the walls between advertising and popular entertainment through what they call strategic entertainment. Instead of placing overtly commercial television ads, The North Face's advertising agency, Blazing Paradigm in conjunction with American Adventure Productions, developed five one-hour documentary specials for NBC Sports. According to AdWeek, research showed that not only did viewers perceive The North Face as an apparel maker, but also as an expedition outfitter, which helped strengthen the brand's prestige. Besides using strategic entertainment advertisements, The North Face also relies on endorsements from outdoor magazines as a public relations promotional tool. This tool has allowed North Face's products to be a staple on Outside Magazine's annual Buyer's Guide. This type of promotion tends to resonate well with The North Face's target market.

Once The North Face's public relations and advertisement promotion campaigns have outdoor customers' attention, the firm resorts to personal selling and direct marketing to obtain a sell. Personal selling has enabled North Face to exercise control on how their products are presented and promoted. The specialty stores are staffed with personnel that are knowledgeable about outdoor sports apparel and who participate in outdoor activities; this allows them to establish long-term profitable customer relationships. Personal selling is an essential aspect of The North Face's brand integrity. The North Face also conducts in-store clinics and travel expos, bringing outdoor athletes into their store to discuss their expeditions and to instruct consumers on outdoor-adventure skills. In store videos are a centerpiece of The North Face's direct marketing promotion. Kiosks play product demos and expedition footage, which encourage customers to explore the outdoors and to outfit themselves with the necessary North Face gear.

Financials

The North Face is one of 14 major brands that are subsidiaries of VF Corporation, the world's largest apparel company. VF Corporation consistently has over 5 billion in annual net sales, and closed 00 with approximately 5.1 billion (see exhibit ). The North Face is a part of the Company's Outdoor Apparel and Equipment division. The North is the largest and most profitable company in the Outdoor Apparel and Equipment division. The North Face was bought by VF Corporation in 000. At that time, The North Face was experiencing heavy losses and would have had to consider bankruptcy if VF had not gone through with the acquisition.

Since the acquisition, The North Face has bounced back financially, increasing their sales and profitability mostly through heightened sales in Europe and through cutting costs. The heightened sales in Europe are owed partially to greater concentration and growth of the target market in that location, and also to the depreciation of the dollar relative to the Euro. This depreciation makes foreign goods cheaper to Europeans, and causes increased demand and sales. The North Face has been able to cut costs since the acquisition in two ways. First, they have cut costs as part of VF Corp's company wide repositioning program. The repositioning program has cut costs by closing inefficient manufacturing plants and consolidation of distribution and administrative functions. The North Face has also been able to cut costs because becoming a part of such a big company has meant access to their resources and client base. The access to resources such as suppliers and manufacturing equipment and technology brought down costs for the firm. Also the widened base of customers and existing customer relationships allows them to narrow the scope of their marketing, cutting costs. In the most recent quarter, ending April , 00, the VF Corp continued its trend toward greater profitability and sales. In that quarter, net sales rose 15% mostly driven by the growth in sales of the North Face products in Europe (See exhibit ). The recent trend in the apparel industry has been a slowing of sales, especially in the U.S. due to the declining economy. Despite this, the North Face's sales and market share have been growing, aided by their brand integrity, and expansion, hopefully continuing with the A5 line.

At its retail stores, the North Face has a goal of keystoning, or achieving 100% mark-up over wholesale. All of their other products are sold at wholesale prices to distributors or are sold in the outlet stores. This wholesale price includes a markup from the total costs of the product, to allow for some profit. About 85% of the gross profit margin is made by selling high volumes to retailer's at wholesale prices. In the future, the North Face should look to continue increasing its market share, cut costs, and improve the cost efficiency of its marketing strategies. They produce high quality products, and with the right marketing mix, they can continue to achieve high profit margins and sales volumes as well.

Social Responsibility

To the response of the do the right thing trend, The North Face is using several cause-related marketing campaigns. These marketing campaigns are used not only to build a positive public image but also to generate more sales. In building a positive public image, the company focuses on both environmental and humanitarian issues. Several examples of philanthropy partnerships and donations to community are the following

1.Partner with The Access Fund, a national non-profit organization dedicated to keeping climbing areas open and to conserving the climbing environment throughout the United States. The North Face has been giving annual donations since 11 and has received a Platinum status for its 00 contribution to The Access Fund.

.Partner with The American Alpine Club (AAC), a not-for-profit organization in the United States devoted to mountaineering, climbing, and the multitude of issues facing climbers to promote safe, environmentally sound climbing practices and to protect climbing access and preserve our nations alpine areas. The North Face has acted as a patron and a campaign sponsor for The AAC.

.Donated 1,10 Cat's Meow sleeping bags each valued at $16 for a total in-kind donation of $18,80 to The American Red Cross who focuses on meeting peoples immediate emergency disaster-caused needs.

The company hopes that its donations could help the climbing organizations in preserving the natural environment. In addition to the environmental protections, the company desires to help other people, too. Instead of donating directly to a specific group, the company extends the benefits by donating money and equipments to non-profit organizations such as The American Red Cross that reach a broader audience. Through this donating policy the company hopes its contribution will have a greater impact on society.

These marketing campaigns also help to strengthen the company's image. North Face is known as a retailer that manufactures high-performance, climbing and backpacking equipments. Therefore, by establishing philanthropy partnerships with non-profit climbing organizations it allows North Face to protect the natural environment and also build a positive brand image. In addition to a positive brand image, North Face is able to indirectly market to the members of the non-profit organizations. For example, the members in this organization resemble North Face's target market; for example, these members are between 0 and 40 years old who like outdoor activities such as climbing and camping. Moreover, the climbing organizations have a relatively large number of members; thus, this enables North Face to build relationships with potential costumers. For example, North Face has access to approximately, 15,000 and 17,000 members of Access Fund and AAC respectively. By building on the company's reputation to the members it is more likely that members will buy North Face products.

By acting as a socially responsible company, by giving donations to well known non-profit organizations, North Face builds a strong public image. This allows society to perceive the company as a good citizen, instilling in the consumer a powerful image of a civic-minded retailer. As a result, when a consumer is confronted with a variety of competitor products the consumer will be more inclined to purchase a North Face product. By performing social responsible actions the company is establishing long-term relationships with its customers and is strengthening its brand equity.

Recommendations

With the shift in target markets, from the specialty market that was the backbone of the company to a larger more profitable market of casual outdoor wears, North Face is risking losing some of its greatness and devoted customers in its rush for profits. However, there is a way that the company can circumvent some of the backlash from its original consumers and still be able to market to the new group. North Face should create a new brand name that would be use on the casual outdoor market. By creating the new brand name, North Face would be able to market the casual outdoor attire to the larger market, for which it has lower prices, while still maintaining the brand name The North Face for the high end products for the extreme athletes, for which high prices are charged.

Positioning Recommendations

The company does not have an effective positioning strategy for the A5 line because North Face's brand is so synonymous with high quality, high performance and innovation. Placing the A5 line in the same category as their traditional products creates confusion in the minds of consumers; the line is not as high quality as other North Face products. Their traditional mountaineering and hiking apparel aimed at extreme athletes is distinct from the A5 line series sportswear apparel that targets the casual outdoor sportswear market. North Face has created a positioning strategy that says More for More, causing a loss of a clear positioning and disbelief among consumers with the A5 line; thus, damaging their brand name.

The transformation into the casual outdoor sportswear apparel market requires a more efficient positioning strategy for the A5 line. North Face should instead, position the A5 series in a way that it emphasizes the product's unique benefits and provides the company with a competitive advantage. For example, North Face could charge lower prices to position the A5 series as a More for Less brand. By using this positioning strategy, North Face can differentiate the A5 line from its main competitor Prana by offering comparable quality at a lower price. Moreover, a suggestion for a positioning statement could be to active consumers that enjoy outdoor activities, the A5 line series is the sportswear apparel that complements the athletic lifestyle by providing more style and comfort than any other brand. With the A5 line series you can climb a mountain with style. Furthermore, the A5 line series should be positioned with the slogan Be athletic, be comfortable, be fashionable, instead of the current slogan Never stop Exploring.

Competitive Environment Recommendations

Since the casual sportswear market has been growing, it is understandable for North Face to expand into this market and become more profitable. But its attempt to do so with the A5 line series lacks consistency since this line does not provide distinctive features that will enable it to compete efficiently with competitor's products. In comparison to the other competitors' products, the A5 series line is cotton based which makes it more comfortable, and is designed more fashionably. These benefits need to be emphasized because they are the distinguishing factors that will provide a competitive advantage. North Face should benchmark the A5 series lines against competitors' products to make quality adjustments and further meet customer wants. Furthermore, North Face should be attempting to be an overall cost leader; thus lowering its cost and earn a larger market share. As North Face becomes more involved in the casual sportswear market and the A5 series becomes established, North Face should perform regular marketing audits to analyze the competitive environment and its marketing strategies to ensure success.

Pricing Recommendations

The lower prices imply to the professional athletes that North Face has lowered the quality of its products, which will have a negative affect on their buying. However, if the North Face separated the markets and targeted each one differently it will be to its benefit. With the professional extreme athletes, North Face will continue to use the higher prices and emphasize quality, innovation, and R&D. For this market North Face will not change its pricing strategy.

However, for the expanding market North Face will have to adjust to its pricing strategy to their needs. The new market is in search of comfort, fashion, and quality, all of which North Face can provide under a new brand name. By pricing slightly less than competitors, North Face can increase its penetration of the casual outdoor sportswear market and compete more efficiently. The A5 series line is being marketed under the North Face name and priced at the same level at its competitors. With new products and a new brand name, North Face will be able to lower prices without risking further backlash from professional athletes. North Face will have the power and resources of Vanity Fair Corporation, which will help it in its goal of greater market penetration. It can provide the new market with more discounts, which it currently does not really offer to its professional athlete market, and base its pricing on cost or customer value instead of competition-based pricing, which it currently uses. With the new market it will be most it should pursue cost-based pricing because of the amount of competition in the casual outdoor wear.

Place Recommendation

The market expansion into the A5 line requires some modifications in distribution in order to make this line appealing to the target market. Yet, it is also necessary that the company differentiate the distribution of the high quality products and the casual sportswear apparel, A5 line, to ensure efficiency and a clear positioning message. Moreover, North Face should not distribute the A5 line series in specialty shops because it is not cost efficient, instead, it should only distribute it to retailers and it should continue the distribution of the high quality products to the Summit Shops. This method will allow North Face to use its intermediaries in a more efficient manner because it will allow it to keep a focus on targeted consumers, and thus strengthen North Face's brand name.

Moreover, North Face should capitalize on Vanity Fair's resources. North Face should use a horizontal marketing system so that it can access Vanity Fair's financial, production and marketing resources, which could facilitate the distribution and availability of the A5 line series to targeted consumers. By forming this strategic alliance, North Face will be more effective, and will create greater customer value and become more competitive. However, North Face should carefully select the distributors, in order to be consistent with the product and pricing message.

More importantly, North Face should begin establishing long-term relationships with its manufacturing sources, so that it will not repeat past experiences with distribution disruptions. Otherwise, not having long-term contactors may have an adverse effect on the company's ability to stock the A5 line series and make the series a success.

Promotion Recommendations

Bouldering enthusiasts see A5 products as inadequate for serious climbing due to the fact that A5 products are made from cotton and are relatively cheaper. At the same time, plenty potential casual outdoor wear consumers are unaware of the A5 line because North Face has not advertised in general magazines; instead, it has focused its advertisement in specialty outdoor magazines. North Face should make a clear distinction between advertisement for traditional high quality products and the A5 line series to promote the product more efficiently. North Face needs to adjust its advertising strategies to suit the product line in relation to the appropriate target market. In order for North Face to reach the casual sportswear market with products such as the A5 line, the company needs to promote in general magazines such as the ones owned by Vanity Fair and mainstream media However, for specialty consumers, in terms of the A5 series line, its advertisement should be tailored towards convincing the bouldering enthusiasts that the A5 line can withstand the rigors of rock climbing and exceed the quality standards as the other North Face products do (See Exhibit 4).

Social Responsibility Recommendations

In terms of North Face's attempt to reach a new market, having philanthropy relationships with organized climbing and hiking communities are no longer enough. The company needs to expand its donations to appeal to the larger audience. For instance, North Face should get involved in events that target the new market which include the baby boomers and it could also emphasize forming relationships with teenagers in order to increase their customer life value. The North Face should expand its philanthropy partnerships to other non-profit organizations such as public schools and amateur baseball leagues in nearby neighborhoods. This approach will work effectively in drawing youngsters' attention to lead active lives; thereby, promoting a positive company image and increasing social welfare.

Research and Methodology

Our group's exploration into the North Face proved to be a positive adventure and demonstrative learning experience. We began our research with an in-depth analysis of the North Face's personal corporate website. The website provided a closer look at the following topics company information and history, news and events, products and product development, research and development, TNF Athlete Team, expeditions, and retailer information. Beyond the corporate website, the World Wide Web was our golden connection to market information. We searched online databases such as Lexis-Nexis and the Business and Industry Database to find out information about the North Face's marketing techniques and strategies. Never stop exploring also seemed an appropriate slogan for our internet search as the virtual world was endless with possibilities of information discovery.

Beyond the internet, our group tried to capture the essence of the North Face's retail mission in-action and in person. We visited the retail store in San Francisco and the Outlet in Berkeley. We did observational research in both locations as well as conduct personal interviews with the Outlet Store Manager and two Sales Associates. To gather primary information, we asked customers, by simple random sample, who purchased North Face products to complete a closed-answered survey. Our intention of the survey was to discover our own collection of primary data to support our theories and provide us with assistance in concluding an appropriate recommendation for the company. Outdoor oriented magazines and product catalogues were also successful facets of information.

Our original hopes with choosing the North Face as our subject was that it was a global company whose headquarters were located in the Bay area. We thought we could reach Corporate in San Leandro and gain access into their internal databases. Our reality was a long game of phone tag and false hopes. We finally made contact with the Marketing Director and PR Representative who agreed to do an email interview. Unfortunately, they never responded. Although we did not get information directly from the North Face headquarters, our team tactics of divided the different topics among our eight members helped us gain enough information through our many other resources.

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Ourback gear, Prana. June 1, 00. Available online at

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Patagonia. June 14, 00. Available online at http//www.patagonia.com

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Proctor, John. Personal Interview. 14 June 00.

Spethman, Betsy. North Face Lift Promo, XI (5) 76, April 18.

The North Face, Inc. How did it find trouble? The Motley Fool. 6 March 1.

1 June 00 Available online at http//www.fool.com/DTrouble/1/DTrouble06.htm

Vanity Fair Corporation. 1 June 00. Available online at http//www.vfc.com

Veverka, Mark. As North Face Broadens Its Base, Its Stock May Reach New

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Voight, Joan. Blazing Paradigms Branded Expeditions Shows to Air on NBC.

AdWeek West, XLIX (50)6, December 1,1.

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DNA- blueprint for life

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All living things are made up of DNA. DNA is the blueprint for all the characteristics that appear in a living thing. Each DNA is made up of parts, called genes, that each hold specific instructions that make each living thing unique. The genes are what determine the characteristics that make each living thing. Of course, genes are not perfect. This topic has recently become a very popular one among food producers and farmers. For ages, farmers have been thinking of ways to make their crops grow better and healthier. The use of pesticides was started for this reason. Until recently, pesticides and preservatives were the only way for farmers to deliver farm-fresh produce to the public. That's where the genes and DNA came in.

Scientists have recently figured out a way to change the function or alter the genes of certain crops. By injecting crops with enzymes or genes of other living specimens, scientists can change the actual characteristics of the crops. In other words, they can cut out undesired characteristics or bring about new ones in the foods. This process of gene/DNA-alteration is called biotechnology. It is called biotechnology because it is the process of using technology to improve nature. The most famous biotech crop is the Flavr Savr Tomato. Tomatoes have a relatively soft outer skin, which makes them bruise and damage easily. With the Flavr Savr, scientists engineered the new tomato plants in a way that made them have a tougher outer skin. This made them easier to transport and store.

Scientists have also worked with other crops to improve them. Corn, rice, and soybeans have become very important biotech crops. Corn that won't be eaten by pests and can be grown year round would benefit farmers and the public alike. With increased amounts of product and more sales, the price of corn would go down. Rice that can be enriched with vitamins and minerals would help children in third-world countries. The children would eat the rice, but get the benefits of eating a supply of all their necessary nutrients. There are many benefits to biotechnology and genetically modifying foods (these foods are sometimes called GMO). But, there are still many opponents to this new way of growing food.

People fear that bio engineered food is not safe, despite claims by the United Stated Food and Drug Administration (FDA) that say they are. The FDA claims that methods of altering crops have been in existence for hundreds of years. They say that farmers have always crossbred and propagated plants to achieve desired results. The FDA says that these foods now are no different and are safe to eat. Still, some people are not convinced. There is strong opposition to these foods, both in the United States and in Europe. Some companies that use GMO products use GMO produce that has been treated with antibiotics. Consumers fear that increased use of antibiotics will cause them to develop antibiotic resistance. Not only that, but the diseases for which the antibiotics are meant might also develop resistance to them. If this were to happen, there could be major problems in the future.

Many groups and organizations have formed to inform the public of the risks of GMO foods. Besides the antibiotic resistance, people also fear allergies from GMO foods. Enzymes are proteins, and proteins are what people who have food allergies are usually allergic to. If proteins that trigger allergies are used in products that don't usually contain them, there could be problems. The FDA has established a law that forces companies that produce such foods to warn the public. They must label their foods and state that they contain common allergy trigger proteins. But the FDA does not require other GMO foods to be labeled. This has many people very angry. People who oppose GMO foods say that they want to know what they are eating, and that all GMO foods should clearly be labeled as such. Personally, I am against GMO foods. I believe that what is natural should remain that way, and should not be fooled around with, especially by humans. Nature is so vast and so cleverly developed that we cannot compare to it at all.

The development of biotechnology has had a huge impact on humankind. Soon, the way we eat may be totally changed. Maybe scientists will be able to pack the necessary nutrients of a well-balanced daily diet into one simple food. Or maybe foods will become a thing of the past. Soon, with the help of biotechnology, we may not be eating food at all. We might just swallow a pill in the morning and survive on it all day. There are both benefits and risks to biotechnology. Changing things that are natural will make them less and less that. But if changing them will make life better, then they should be pursued. There are always two sides to every story, and there is never one that is truly correct.

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The Crucible

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It is a truism that texts can be read in entirely different ways. As we have different people with different backgrounds and experiences, it can be assumed that texts will be valued differently for each person- based on their values.

Two different views on the film 'The Crucible', written by Belle Moore and Greg King respectivley, express this fact. The two readings return mixed reviews to the reader through their distinctive elements of style and simultaneous use of the expressive and pragmatic values.

The view adopted by Moore expresses a subjective and valued judgement of the film which borders on hyperbole through it's extensive use of exaggerated praise.

On the other hand, King's view comprises a more objective and emotive stance shown through it's sophisticated comprehension of the film.

This review concentrates on the film's pragmatic values, as the writer easily indentifies the connection planned through the historical sense to the McCarthy era. Progressing, King analyses the more expressive side of the film by guiding his readers through aspects of acting and emotions entwined within the films portrayal.

The focus of both articles can be clearly defined as one of the main aspects separating the two. When examining Moore's article, it is evident to see how she has interpreted the film as a powerful love story, bringing to attention her focus on the universal theme that when 'placed in a different time period, (The Crucible) still remains powerful'. This is rather than King's view as a film concerned with historical and lightly social events.

The exaggerated review by Moore is concerned with the analysis of the power and lust felt between ruling characters. The constant referal to the romantic genre in brought to attention with phrases such as 'this power is an undeniably strong and almost erotic sensation' identifing a strong bond between the two. She is also able to identify motives of interest to her underlying focus through the recognition of Abigail's desire to have Proctor's wife disposed of.

This particular writer also works into her review, somewhat 'unrelated' genres, such as comedy which is used to appeal to the audience, which add to the less than professional tone carried out amidst exaggeration.

Genres of a much deeper value are identified by King through his recognition of the historical elements in the film and related links in history. This is evident with his expressive tone by stating ' (this film) parallels with the poisonous politics and relentless prosecution that occurred during the height of the 150's'. Foregrounding of Proctor as the unlikely hero signifies the broader view shown by King rather than the personal reading and likening of the love, power and romantic affairs focused on by Moore.

The technique and styles used by both texts also oppose each other in formality and expression of their individual viewpoints. The reading composed by Moore adopts a wide range of anecdotes and colloquialism. These are integrated throughout a strong personal opinion of the film and an extensive use of personal pronouns. A highlight of typical genres, common in popular films, presents a less sophisticated presentation in this reading through possibly false interpretations.

Through her focus on the film's social strife, her text uses strongly opinionated language to foreground interpreted points and areas of importance in 'The Crucible'. Back to back usage of exaggeration merges into hyperbole with strongly expressed comments such as 'this serious suspense provides a heart pounding climax'.

Repetition of colloquialism used for the praise of actors ('gives a top-notch performance') furthers the interpretation of Moore's text as a far less dignified and sophisticated account in terms of language techniques. The reading of the film by Greg King however, does not incorporate many of the techniques so fondly adopted by Moore.

King writes an emotive and strongly expressed opinion with a much higher usage of sophisticated language techniques. He acknowledgedly refers to the McCarthy parallels in descriptive detail. His stronly positive position on the film's adaption blends into his foregrounding of the negative political sense. His view contains frequent use of adjectives, which flow straight to the point when interpreting the events and their reasons in the film. King is also able to interpret John Proctor's deeper meaning in the film, and is able to analyse it's effect in terms of his character holding the literal backbone of the story.

The extensive use of a much more expansive vocabulary is able to adequately bring across the writer's direct thoughts. This is particulary evident when describing characters such as Abbey, an 'unsympathetic, manipulative, spiteful and vengeful' character. This example of language shows a fraction of the sophisticated wording which spans the text, also commenting on the films stylistic elements.

The characterization and context of the film 'The Crucible' has been foregrounded in different perspectives by each text, when taking a comparison of the two. The examination of character interpretation in Moore's review is strongly linked to article focus. The reason being both aspects are seen as equally meaningful and interconnected by the understanding of the film as a love story when viewed by this writer.

A close analysis of Wiona Ryder's character Abigail shows this text interpreting Abbey as a misguided, lost lover with 'the power to condemn anyone she wants'. This text falls prey to sympathy towards Abbey and likens her taken actions to be mearly those of an emotionally driven young woman. Moore also indentifies Abbey's motives to be derived from a new lust for her newly aquired power, which she then, in turn, uses at her own desire.

Moore does not report in significant detail on other main actors, unlike King who provides a very detailed analysis of John Proctor and Abigail. While Moore's less structured text did not recognise the evil intermingled within Abigail's motives, King has directly pinned it, and reports on her nasty character traits which 'fan the wave of hysteria' for her own emotional benefit.

King's text is also able to link this element into an interpretation of John Proctor, correctly inscribing Proctor's own moral dilemmas which cause his action against the court. King examines the adaptation of the film from the original source as the play; an aspect Moore's text so pre-occupied with romantic contemplations, failed to in depthly place on paper.

King examines contexts of the film's 'intense confrontations', it's 'rich characters' and it's ' marvellously rich and sumptous visual surface' to great effect. As a result, a clear and objective breakdown of character portrayal and film context is presented in a form to be valued highly.

When analysing the two reading of Arthur Miller's 'The Crucible', in terms of language, foregrounding of information and argument, it is evident to see the different paths taken by the two texts.

Belle Moore's review entitled ' Miller's 'The Crucible' is a great play adapted into a great film' can almost be forseen through it's repetitive and common use of colloquialism and high praise in it's title. Her hyperbolic tones are unique to her use of the first person and subjective view when examining the focus of the film.

The central concern with the romantic crisis that runs parallel to the town's witchcraft hysteria is brought across in a rather undeveloped style of writing including anecdotes and occasionally present slang.

The objective view by King clears the path of subjectively personal concerns and allows other more appropriate information to become apparent. The values concentrated upon by King are focused more on the story's social historical and political concerns, linking in greater detail the McCarthy trials some 60 years later.

His greater appreciation of the characters value in the progression of the plot and exploration of film context are displayed through a highly emotive review comprising a greater use of advanced vocabulary.

Thus, it can begin to be seen that through pragmatic and expressive values amongst many other focuses, texts can indeed be read in entirely different ways.

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Romeo and juliet summary of a scene

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Summary

The scene takes place in Juliet's room and into another jungle themed room. Juliet's room was very bright and the other room is darker. The beginning of the scene stars Romeo and Juliet in their last moments together until dawn, as they had spent their night together. The nurse signals that Lady Capulet is coming. Juliet is informed about her planned marriage to Paris, and Juliet condemns it. Her father comes to find that Juliet is reluctant. At seeing this, he becomes enraged, and they get into a heated fight. In the end, Juliet has the nurse, her mom, and her dad taking one side against her wishes. The scene's purpose in the play is the scene shows how Capulet no longer respects his daughter's wishes, but rather makes a contract with Paris about her future, without her consent. Juliet in turn is also turning away. She is alienated from her family and she sees another point of view. Juliet also feels betrayed by the fact that her mother, and even her nurse, oppose her wishes to stay clear of Paris's marriage. Crucial moments for communicating the purpose of the play are the end of the scene, when Juliet begs her mother and her nurse to help her, and they turn her away. This is a turning point in which Juliet is no longer supported by her family. The point where her father explains to her that she must live in the real world, for Juliet is assumed to live in her protected own little world. He makes it clear that her presence in the house is only tolerated with her marriage to Paris.

Imagery

Eros/Thanatos

~The background in the scene will have a bed with a black cover symbolizing death, and a while heart pillow, symbolizing love. This will be a symbolic way of presenting love and death in direct contrast to each other.

Fate/Foreshadowing

~When Romeo jokes about the true sadness he would have when Juliet was a ghost, he is truly speaking plainly about his haunting feelings of Juliet's death, inevitably causing him to commit suicide. This is foreshadowing of their fate as ghosts in death.

~When Juliet is speaking to her mother and she begs that Romeo die painlessly, it is ironic that fate takes a turn and causes him to die a most painful death.

~When Juliet objects to marrying Paris, she states Over my dead body! This in modern English means never. In the scene it is a symbol of the true death of Juliet, prior to her marriage to Paris.

~When Capulet and Juliet argue, Capulet says, Don't talk back to me and dare to turn your back on me! It is interesting that due to these lines of turning her back on him, she literally does this later on. Juliet kills herself, and alienates herself from her family. This would be foreshadowing her alienation.

~Lady Capulet says, You only live to die anyway. This is important because it is symbolic of the life and death cycle in this story. The ending of the story consists of suicide and deaths. She doesn't see the gravity in her words, but Lady Capulet is stating the fate in the story, death.

~Juliet says that this fight and her separation from Romeo makes it the Worst day of her life. And she even says, I'm going to die! These phrases are commonly used out of context, to indicate a horrible situation, etc. However, Juliet doesn't realize that these words clearly foreshadow her fate.

Light and Dark Imagery

~Juliet's room is light and full of brightness. This is symbolic of her nature as the source of light.

~ Juliet is wearing a tattoo of the sun. This shows Juliet's association with light.

~Romeo is wearing a tattoo of the moon. This shows his association with inconsistency and even a false light.

~When Juliet and her father get into the argument, Juliet runs out of her room and chooses to go into a jungle themed room. This is symbolic as the jungle room is less bright and jaguars are covering the borders of the room. Juliet has symbolically lunged herself into the real world, a dark and unprotected place.

~The jaguars are associated with the dark imagery, as they are predators. Juliet is at the mercy of the real world, which inevitably kills her in the end.

~Juliet and Romeo wear light clothing covered by light clothing. This symbolizes their true luminescence covered by a barrier from the real world, dark imagery.

~The dark bed cover verses the white heart pillow are symbolic, as the pillow is the tiny light in the form of love, that allows Romeo and Juliet to escape the darkness of the real world (dark).

~The lighting in Juliet's room is much brighter and natural. However, in her transition to the jungle themed room, the lighting is darker and less natural. This is symbolic to her protection from the outside world, to her new lunge into the real world.

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What was slavey in Ameica

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Analyze the philosophical and economic reasons for the growth of slavery in the United States. Slavery has been of signal importance in American history. During the Antebellum Period, it undergirded the nation's economy, increasingly dominated its politics, and finally led to the Civil War between the north and south. After war, the legacy of slavery continued to shape much of American history, from the struggle over Reconstruction in the 1860's and 1870's to the struggle over civil rights a century later. From the middle of the seventeenth century to the start of the Civil War, slavery and commercial agriculture were intimately associated. During the colonial period, slaves grew much of the tobacco in Virginia and the Carolinas, rice in the low country of South Carolina and Georgia. Neighther southerners, who used slaves as field laborers and servants, nor northerners, who supplied plantations and consumed the products of slave labor, questioned the economic value of slavery. By the late eighteenth century, however, some southern slaveholders began to have doughts. Deteriorating tobacco lands and a declining process for southern crops seemed to be transforming valuable slaves into what George Washington in 174 called a very troublesome species of property. Ironically, Washington wrote just as Eli Whitney began production of his cotton gin, an innovation that would begin the expansion of cotton production and end any slaveholder's doughts about the economic value of slavery. The growing demand for cotton from European and northern mills drove prices up and drew settlers west seeking new lands on which to grow the staple. Cotton rapidly became far and away the nations most valuable commercial crop during the Antebellum years. Although cotton was grown on family farms, the amount was small, limited by the labor force of family members and their need to produce food also. Those using slaves could increase output and their income, which allowed them to buy more and better land and more slaves to increase production even further. As a result, slaves grew most of the cotton (as well as the other southern staple crops- tobacco, rice, and sugar), the largest proportion on plantations with the slave labor force that numbered in the tens or hundreds. Slavery seemed enormously profitable. Cotton exports alone constituted 50-60 percent of the value of the nation's total exports, helping pay for imports from abroad. Slave labor provided the raw material for New England's textile mille, helping stimulate the nation's early industrialization. Slave labor produced commercial crops which required a host of middlemen to sell and transport them to markets and to finance and supply the slave owning planters. Southern cities such as New Orleans, Mobile, Savannah, Charleston, and Memphis and nothern parts such as New York, Boston, and Philadelphia depended heavily on the southern trade. Northern farmers and manufactures found ready markets for their products in southern towns and cities, but especially on the southern plantations. The products of slave labor stimulated the nations economic development, the slave south itself remained primarily agricultural and did not experience the urban and industrial growth that took place in the North. Some blamed slavery for fastening a backward, inefficient agrarian economy on the south. Theorists could find support for their views in the works of Adam Smith and other classical economists who argued that slave labor, and more practical minded charged that slavery absorbed the souths resources, allowing northern and foreign bankers, merchants, and manufacturers to reap the benefits from the South's production. Others, however, argued that the South lagged behind the North only because southerners failed to take advantage of available opportunities. They called for economic diversification, saying that slaves could be profitably employed in industry and other urban jobs, as indeed they sometimes were. But the planters ignored such advice and continued to invest their profits in more minds and more slaves to grow more of the staple crops. Although many southerners got rich by using slave labor to produce agricultural staples, northerners were clearly demonstrating that trade, commerce, banking, shipping, and manufacturing could be equally or even more rewarding. Southern slave owners largely ignored these investment opportunities in the south and continued to invest in slaves because earning maximum profits was not their primary motivation. The most passionate proslavery advocates admitted that slave labor was not as efficient as free labor but then insisted that the slave system had advantages that outweighed this deficiency. It united all whites on the basis of race, thereby avoiding class antagonisms and labor unrest that characterized northern society. Unlike northern employers who discharged workers when they were old, sick, or no longer needed, slaveholders protected their slave workers throughout their entire life, not merely because they were valuable property but also because the were part of what the planters called their families, and deserved and needed the protection. Such reasoning provided pro-slavery advocates with a response to those who condemned slavery on economic and moral grounds. Planters who dominated southern society recognized that to adopt to northern economic practices would be to destroy the slave system. Even the limited use of slaves in manufacturing posed a danger; Some urban slaves escaped close supervision and control and were, as some put it, half-free. Large scale of commercial and industrial development would bring to the South masses of free workers, who would object to competing with slaves, and would create rich and powerful industrialists, bankers, and others, who would have little reason to protect these interests clashed with their own. As a result, planters paid little heed to calls for economic diversification and maintained their control over a slave society that lagged being the growing North. Some grew rich, the three-quarters of the white population that did not own slaves and, of course, the slaves themselves did not share in the wealth. Northerners who depended upon cotton and other staples and who served the southern market strenuously opposed those who would destroy the system that undergirded their livelihood. But when southerners threatened to expand their system at the expense of free labor and when the very economic development that had depended so heavily on slave produced staples and on the southern trade produced new and increasingly more important markets in the North and abroad, opposition to slavery grew stronger. Southerners, convinced that cotton was king and could command the world, found when they attempted to secede that other, more powerful forces had usurped the power of their monarch. Slavery, on the other hand, was a form of persecution which, in the eyes of colonial America, had to be justified. Therefore, the black slave became an easily identifiable group targeted as being inferior, subhuman, and destined for servitude. The early members of the lower orders; Christian churches did not take up the cause of eliminating slavery until much later in the century. (http//www.liunet.edu/cwis/cwp/library/aaslavry.htm#race) Opposition to slavery among white Americans was virtually nonexistent. Settlers in the 17th and early 18th centuries considerd slavery to be a sin when the upper classes savagely exploited lacking a later generations belief in natural human equality, they saw little reason to question the enslavement of Africans. Throughout the New World was the racial basis of enslavement. Slavery forced Americans to confront their true selves. In a republic born of liberty but prospering from bondage, the expansive energy of freedom collided with that of slavery. Such tensions led to the civil war and, finally, to emancipation. The cultural worlds of blacks and whites endured, and the economic and political legacies of slavery and the war that came from it burned deep into the American psyche. Slavery based on color, stressed differences, but natural rights stressed sameness, the inalienable rights of all men. Even though most people in the United States considered slavery to be right, there were some oppositions. A group who marched through Charleston in 1760 chanted down the streets Liberty, liberty, at the same time, the evangelical thrust challenged the political and social assumptions, which brought the authority into question. Some white religious groups worried that slavery was corroding their own piety, Quakers sought to cleanse themselves of the sin of slaveholding, which they equated with kidnapping and avalice. As time went on, many anti-slavery movements were formed and slavery soon became an ideological and moral defense. As American planters sought to mold a docile labor force, they resorted to harshly repressive measures that included liberal use of whippings and brandings. Sentiment opposing slavery on humanitarian grounds was expressed as early as 1688, but slaves and indentured servants for another century formed the nucleus of labor in all the colonies throughout the colonial period. From the first colonial plantings to the Civil War, southerners and to a lesser degree northerners, feared and mistrusted the black race. The African American was perceived as alien and inferior not only in color but also by common prejudice In habits of speech, manners, and even ethical and intellectual capacity. In the South, controlling both slave and the free black population affected the social structure and moral and political ideals in ways unfamiliar to northern whites. Set apart, as they were, white southerners grew increasingly self-conscious and defensive as criticism of their distinctiveness mounted. The nineteenth century attempt by northerners to reach a national uniformity of social, moral, economic, and political behavior struck southerners as the course of the age. The south hobbled with slavery and retained an older code of behavior, a concept of race and class hierarchy and a sense of communal society and solidarity. Gradually, as slavery became more entrenched, changes occurred in the way masters looked on their slaves (and themselves). Many second-generation masters, who unlike their parents had grown up with slaves, came to regard them as inferior members of their extended families, and to look upon themselves as kind patriarchs who, like benevolent despots, ruled their people firmly but fairly and looked after their needs. Such slave owners continued to rely heavily on the lash (and other forms of punishment) for discipline, and few slaves saw their owners as the kindly guardians that they proclaimed themselves to be. Still, the most extreme forms of physical abuse became less common over the course the 18th century, at the same time, many slave owners accepted the idea that they should treat their slaves humanly. Slavery has definitely played a central role in the history of the United States. As millions of slaves throughout the United States performed numerous tasks, little did they notice the significance that they inputted into America's economy. Slavery was the main industry that made the new nation emerge and multiply. Morally and ethically, slaves were treated like savages in the early era of the United States, but many of their masters soon realized what an impact they had served throughout the years. Although slavery brought forth a lot of negativity, a positive vibrant African American culture emerged. I am thankful to live in this society today, where everyone is treated equal and different races can come together and share their own special uniqueness. Analyze the philosophical and economic reasons for the growth of slavery in the United States. Slavery has been of signal importance in American history. During the Antebellum Period, it undergirded the nation's economy, increasingly dominated its politics, and finally led to the Civil War between the north and south. After war, the legacy of slavery continued to shape much of American history, from the struggle over Reconstruction in the 1860's and 1870's to the struggle over civil rights a century later. From the middle of the seventeenth century to the start of the Civil War, slavery and commercial agriculture were intimately associated. During the colonial period, slaves grew much of the tobacco in Virginia and the Carolinas, rice in the low country of South Carolina and Georgia. Neighther southerners, who used slaves as field laborers and servants, nor northerners, who supplied plantations and consumed the products of slave labor, questioned the economic value of slavery. By the late eighteenth century, however, some southern slaveholders began to have doughts. Deteriorating tobacco lands and a declining process for southern crops seemed to be transforming valuable slaves into what George Washington in 174 called a very troublesome species of property. Ironically, Washington wrote just as Eli Whitney began production of his cotton gin, an innovation that would begin the expansion of cotton production and end any slaveholder's doughts about the economic value of slavery. The growing demand for cotton from European and northern mills drove prices up and drew settlers west seeking new lands on which to grow the staple. Cotton rapidly became far and away the nations most valuable commercial crop during the Antebellum years. Although cotton was grown on family farms, the amount was small, limited by the labor force of family members and their need to produce food also. Those using slaves could increase output and their income, which allowed them to buy more and better land and more slaves to increase production even further. As a result, slaves grew most of the cotton (as well as the other southern staple crops- tobacco, rice, and sugar), the largest proportion on plantations with the slave labor force that numbered in the tens or hundreds. Slavery seemed enormously profitable. Cotton exports alone constituted 50-60 percent of the value of the nation's total exports, helping pay for imports from abroad. Slave labor provided the raw material for New England's textile mille, helping stimulate the nation's early industrialization. Slave labor produced commercial crops which required a host of middlemen to sell and transport them to markets and to finance and supply the slave owning planters. Southern cities such as New Orleans, Mobile, Savannah, Charleston, and Memphis and nothern parts such as New York, Boston, and Philadelphia depended heavily on the southern trade. Northern farmers and manufactures found ready markets for their products in southern towns and cities, but especially on the southern plantations. The products of slave labor stimulated the nations economic development, the slave south itself remained primarily agricultural and did not experience the urban and industrial growth that took place in the North. Some blamed slavery for fastening a backward, inefficient agrarian economy on the south. Theorists could find support for their views in the works of Adam Smith and other classical economists who argued that slave labor, and more practical minded charged that slavery absorbed the souths resources, allowing northern and foreign bankers, merchants, and manufacturers to reap the benefits from the South's production. Others, however, argued that the South lagged behind the North only because southerners failed to take advantage of available opportunities. They called for economic diversification, saying that slaves could be profitably employed in industry and other urban jobs, as indeed they sometimes were. But the planters ignored such advice and continued to invest their profits in more minds and more slaves to grow more of the staple crops. Although many southerners got rich by using slave labor to produce agricultural staples, northerners were clearly demonstrating that trade, commerce, banking, shipping, and manufacturing could be equally or even more rewarding. Southern slave owners largely ignored these investment opportunities in the south and continued to invest in slaves because earning maximum profits was not their primary motivation. The most passionate proslavery advocates admitted that slave labor was not as efficient as free labor but then insisted that the slave system had advantages that outweighed this deficiency. It united all whites on the basis of race, thereby avoiding class antagonisms and labor unrest that characterized northern society. Unlike northern employers who discharged workers when they were old, sick, or no longer needed, slaveholders protected their slave workers throughout their entire life, not merely because they were valuable property but also because the were part of what the planters called their families, and deserved and needed the protection. Such reasoning provided pro-slavery advocates with a response to those who condemned slavery on economic and moral grounds. Planters who dominated southern society recognized that to adopt to northern economic practices would be to destroy the slave system. Even the limited use of slaves in manufacturing posed a danger; Some urban slaves escaped close supervision and control and were, as some put it, half-free. Large scale of commercial and industrial development would bring to the South masses of free workers, who would object to competing with slaves, and would create rich and powerful industrialists, bankers, and others, who would have little reason to protect these interests clashed with their own. As a result, planters paid little heed to calls for economic diversification and maintained their control over a slave society that lagged being the growing North. Some grew rich, the three-quarters of the white population that did not own slaves and, of course, the slaves themselves did not share in the wealth. Northerners who depended upon cotton and other staples and who served the southern market strenuously opposed those who would destroy the system that undergirded their livelihood. But when southerners threatened to expand their system at the expense of free labor and when the very economic development that had depended so heavily on slave produced staples and on the southern trade produced new and increasingly more important markets in the North and abroad, opposition to slavery grew stronger. Southerners, convinced that cotton was king and could command the world, found when they attempted to secede that other, more powerful forces had usurped the power of their monarch. Slavery, on the other hand, was a form of persecution which, in the eyes of colonial America, had to be justified. Therefore, the black slave became an easily identifiable group targeted as being inferior, subhuman, and destined for servitude. The early members of the lower orders; Christian churches did not take up the cause of eliminating slavery until much later in the century. (http//www.liunet.edu/cwis/cwp/library/aaslavry.htm#race) Opposition to slavery among white Americans was virtually nonexistent. Settlers in the 17th and early 18th centuries considerd slavery to be a sin when the upper classes savagely exploited lacking a later generations belief in natural human equality, they saw little reason to question the enslavement of Africans. Throughout the New World was the racial basis of enslavement. Slavery forced Americans to confront their true selves. In a republic born of liberty but prospering from bondage, the expansive energy of freedom collided with that of slavery. Such tensions led to the civil war and, finally, to emancipation. The cultural worlds of blacks and whites endured, and the economic and political legacies of slavery and the war that came from it burned deep into the American psyche. Slavery based on color, stressed differences, but natural rights stressed sameness, the inalienable rights of all men. Even though most people in the United States considered slavery to be right, there were some oppositions. A group who marched through Charleston in 1760 chanted down the streets Liberty, liberty, at the same time, the evangelical thrust challenged the political and social assumptions, which brought the authority into question. Some white religious groups worried that slavery was corroding their own piety, Quakers sought to cleanse themselves of the sin of slaveholding, which they equated with kidnapping and avalice. As time went on, many anti-slavery movements were formed and slavery soon became an ideological and moral defense. As American planters sought to mold a docile labor force, they resorted to harshly repressive measures that included liberal use of whippings and brandings. Sentiment opposing slavery on humanitarian grounds was expressed as early as 1688, but slaves and indentured servants for another century formed the nucleus of labor in all the colonies throughout the colonial period. From the first colonial plantings to the Civil War, southerners and to a lesser degree northerners, feared and mistrusted the black race. The African American was perceived as alien and inferior not only in color but also by common prejudice In habits of speech, manners, and even ethical and intellectual capacity. In the South, controlling both slave and the free black population affected the social structure and moral and political ideals in ways unfamiliar to northern whites. Set apart, as they were, white southerners grew increasingly self-conscious and defensive as criticism of their distinctiveness mounted. The nineteenth century attempt by northerners to reach a national uniformity of social, moral, economic, and political behavior struck southerners as the course of the age. The south hobbled with slavery and retained an older code of behavior, a concept of race and class hierarchy and a sense of communal society and solidarity. Gradually, as slavery became more entrenched, changes occurred in the way masters looked on their slaves (and themselves). Many second-generation masters, who unlike their parents had grown up with slaves, came to regard them as inferior members of their extended families, and to look upon themselves as kind patriarchs who, like benevolent despots, ruled their people firmly but fairly and looked after their needs. Such slave owners continued to rely heavily on the lash (and other forms of punishment) for discipline, and few slaves saw their owners as the kindly guardians that they proclaimed themselves to be. Still, the most extreme forms of physical abuse became less common over the course the 18th century, at the same time, many slave owners accepted the idea that they should treat their slaves humanly. Slavery has definitely played a central role in the history of the United States. As millions of slaves throughout the United States performed numerous tasks, little did they notice the significance that they inputted into America's economy. Slavery was the main industry that made the new nation emerge and multiply. Morally and ethically, slaves were treated like savages in the early era of the United States, but many of their masters soon realized what an impact they had served throughout the years. Although slavery brought forth a lot of negativity, a positive vibrant African American culture emerged. I am thankful to live in this society today, where everyone is treated equal and different races can come together and share their own special uniqueness. Analyze the philosophical and economic reasons for the growth of slavery in the United States. Slavery has been of signal importance in American history. During the Antebellum Period, it undergirded the nation's economy, increasingly dominated its politics, and finally led to the Civil War between the north and south. After war, the legacy of slavery continued to shape much of American history, from the struggle over Reconstruction in the 1860's and 1870's to the struggle over civil rights a century later. From the middle of the seventeenth century to the start of the Civil War, slavery and commercial agriculture were intimately associated. During the colonial period, slaves grew much of the tobacco in Virginia and the Carolinas, rice in the low country of South Carolina and Georgia. Neighther southerners, who used slaves as field laborers and servants, nor northerners, who supplied plantations and consumed the products of slave labor, questioned the economic value of slavery. By the late eighteenth century, however, some southern slaveholders began to have doughts. Deteriorating tobacco lands and a declining process for southern crops seemed to be transforming valuable slaves into what George Washington in 174 called a very troublesome species of property. Ironically, Washington wrote just as Eli Whitney began production of his cotton gin, an innovation that would begin the expansion of cotton production and end any slaveholder's doughts about the economic value of slavery. The growing demand for cotton from European and northern mills drove prices up and drew settlers west seeking new lands on which to grow the staple. Cotton rapidly became far and away the nations most valuable commercial crop during the Antebellum years. Although cotton was grown on family farms, the amount was small, limited by the labor force of family members and their need to produce food also. Those using slaves could increase output and their income, which allowed them to buy more and better land and more slaves to increase production even further. As a result, slaves grew most of the cotton (as well as the other southern staple crops- tobacco, rice, and sugar), the largest proportion on plantations with the slave labor force that numbered in the tens or hundreds. Slavery seemed enormously profitable. Cotton exports alone constituted 50-60 percent of the value of the nation's total exports, helping pay for imports from abroad. Slave labor provided the raw material for New England's textile mille, helping stimulate the nation's early industrialization. Slave labor produced commercial crops which required a host of middlemen to sell and transport them to markets and to finance and supply the slave owning planters. Southern cities such as New Orleans, Mobile, Savannah, Charleston, and Memphis and nothern parts such as New York, Boston, and Philadelphia depended heavily on the southern trade. Northern farmers and manufactures found ready markets for their products in southern towns and cities, but especially on the southern plantations. The products of slave labor stimulated the nations economic development, the slave south itself remained primarily agricultural and did not experience the urban and industrial growth that took place in the North. Some blamed slavery for fastening a backward, inefficient agrarian economy on the south. Theorists could find support for their views in the works of Adam Smith and other classical economists who argued that slave labor, and more practical minded charged that slavery absorbed the souths resources, allowing northern and foreign bankers, merchants, and manufacturers to reap the benefits from the South's production. Others, however, argued that the South lagged behind the North only because southerners failed to take advantage of available opportunities. They called for economic diversification, saying that slaves could be profitably employed in industry and other urban jobs, as indeed they sometimes were. But the planters ignored such advice and continued to invest their profits in more minds and more slaves to grow more of the staple crops. Although many southerners got rich by using slave labor to produce agricultural staples, northerners were clearly demonstrating that trade, commerce, banking, shipping, and manufacturing could be equally or even more rewarding. Southern slave owners largely ignored these investment opportunities in the south and continued to invest in slaves because earning maximum profits was not their primary motivation. The most passionate proslavery advocates admitted that slave labor was not as efficient as free labor but then insisted that the slave system had advantages that outweighed this deficiency. It united all whites on the basis of race, thereby avoiding class antagonisms and labor unrest that characterized northern society. Unlike northern employers who discharged workers when they were old, sick, or no longer needed, slaveholders protected their slave workers throughout their entire life, not merely because they were valuable property but also because the were part of what the planters called their families, and deserved and needed the protection. Such reasoning provided pro-slavery advocates with a response to those who condemned slavery on economic and moral grounds. Planters who dominated southern society recognized that to adopt to northern economic practices would be to destroy the slave system. Even the limited use of slaves in manufacturing posed a danger; Some urban slaves escaped close supervision and control and were, as some put it, half-free. Large scale of commercial and industrial development would bring to the South masses of free workers, who would object to competing with slaves, and would create rich and powerful industrialists, bankers, and others, who would have little reason to protect these interests clashed with their own. As a result, planters paid little heed to calls for economic diversification and maintained their control over a slave society that lagged being the growing North. Some grew rich, the three-quarters of the white population that did not own slaves and, of course, the slaves themselves did not share in the wealth. Northerners who depended upon cotton and other staples and who served the southern market strenuously opposed those who would destroy the system that undergirded their livelihood. But when southerners threatened to expand their system at the expense of free labor and when the very economic development that had depended so heavily on slave produced staples and on the southern trade produced new and increasingly more important markets in the North and abroad, opposition to slavery grew stronger. Southerners, convinced that cotton was king and could command the world, found when they attempted to secede that other, more powerful forces had usurped the power of their monarch. Slavery, on the other hand, was a form of persecution which, in the eyes of colonial America, had to be justified. Therefore, the black slave became an easily identifiable group targeted as being inferior, subhuman, and destined for servitude. The early members of the lower orders; Christian churches did not take up the cause of eliminating slavery until much later in the century. (http//www.liunet.edu/cwis/cwp/library/aaslavry.htm#race) Opposition to slavery among white Americans was virtually nonexistent. Settlers in the 17th and early 18th centuries considerd slavery to be a sin when the upper classes savagely exploited lacking a later generations belief in natural human equality, they saw little reason to question the enslavement of Africans. Throughout the New World was the racial basis of enslavement. Slavery forced Americans to confront their true selves. In a republic born of liberty but prospering from bondage, the expansive energy of freedom collided with that of slavery. Such tensions led to the civil war and, finally, to emancipation. The cultural worlds of blacks and whites endured, and the economic and political legacies of slavery and the war that came from it burned deep into the American psyche. Slavery based on color, stressed differences, but natural rights stressed sameness, the inalienable rights of all men. Even though most people in the United States considered slavery to be right, there were some oppositions. A group who marched through Charleston in 1760 chanted down the streets Liberty, liberty, at the same time, the evangelical thrust challenged the political and social assumptions, which brought the authority into question. Some white religious groups worried that slavery was corroding their own piety, Quakers sought to cleanse themselves of the sin of slaveholding, which they equated with kidnapping and avalice. As time went on, many anti-slavery movements were formed and slavery soon became an ideological and moral defense. As American planters sought to mold a docile labor force, they resorted to harshly repressive measures that included liberal use of whippings and brandings. Sentiment opposing slavery on humanitarian grounds was expressed as early as 1688, but slaves and indentured servants for another century formed the nucleus of labor in all the colonies throughout the colonial period. From the first colonial plantings to the Civil War, southerners and to a lesser degree northerners, feared and mistrusted the black race. The African American was perceived as alien and inferior not only in color but also by common prejudice In habits of speech, manners, and even ethical and intellectual capacity. In the South, controlling both slave and the free black population affected the social structure and moral and political ideals in ways unfamiliar to northern whites. Set apart, as they were, white southerners grew increasingly self-conscious and defensive as criticism of their distinctiveness mounted. The nineteenth century attempt by northerners to reach a national uniformity of social, moral, economic, and political behavior struck southerners as the course of the age. The south hobbled with slavery and retained an older code of behavior, a concept of race and class hierarchy and a sense of communal society and solidarity. Gradually, as slavery became more entrenched, changes occurred in the way masters looked on their slaves (and themselves). Many second-generation masters, who unlike their parents had grown up with slaves, came to regard them as inferior members of their extended families, and to look upon themselves as kind patriarchs who, like benevolent despots, ruled their people firmly but fairly and looked after their needs. Such slave owners continued to rely heavily on the lash (and other forms of punishment) for discipline, and few slaves saw their owners as the kindly guardians that they proclaimed themselves to be. Still, the most extreme forms of physical abuse became less common over the course the 18th century, at the same time, many slave owners accepted the idea that they should treat their slaves humanly. Slavery has definitely played a central role in the history of the United States. As millions of slaves throughout the United States performed numerous tasks, little did they notice the significance that they inputted into America's economy. Slavery was the main industry that made the new nation emerge and multiply. Morally and ethically, slaves were treated like savages in the early era of the United States, but many of their masters soon realized what an impact they had served throughout the years. Although slavery brought forth a lot of negativity, a positive vibrant African American culture emerged. I am thankful to live in this society today, where everyone is treated equal and different races can come together and share their own special uniqueness. Analyze the philosophical and economic reasons for the growth of slavery in the United States. Slavery has been of signal importance in American history. During the Antebellum Period, it undergirded the nation's economy, increasingly dominated its politics, and finally led to the Civil War between the north and south. After war, the legacy of slavery continued to shape much of American history, from the struggle over Reconstruction in the 1860's and 1870's to the struggle over civil rights a century later. From the middle of the seventeenth century to the start of the Civil War, slavery and commercial agriculture were intimately associated. During the colonial period, slaves grew much of the tobacco in Virginia and the Carolinas, rice in the low country of South Carolina and Georgia. Neighther southerners, who used slaves as field laborers and servants, nor northerners, who supplied plantations and consumed the products of slave labor, questioned the economic value of slavery. By the late eighteenth century, however, some southern slaveholders began to have doughts. Deteriorating tobacco lands and a declining process for southern crops seemed to be transforming valuable slaves into what George Washington in 174 called a very troublesome species of property. Ironically, Washington wrote just as Eli Whitney began production of his cotton gin, an innovation that would begin the expansion of cotton production and end any slaveholder's doughts about the economic value of slavery. The growing demand for cotton from European and northern mills drove prices up and drew settlers west seeking new lands on which to grow the staple. Cotton rapidly became far and away the nations most valuable commercial crop during the Antebellum years. Although cotton was grown on family farms, the amount was small, limited by the labor force of family members and their need to produce food also. Those using slaves could increase output and their income, which allowed them to buy more and better land and more slaves to increase production even further. As a result, slaves grew most of the cotton (as well as the other southern staple crops- tobacco, rice, and sugar), the largest proportion on plantations with the slave labor force that numbered in the tens or hundreds. Slavery seemed enormously profitable. Cotton exports alone constituted 50-60 percent of the value of the nation's total exports, helping pay for imports from abroad. Slave labor provided the raw material for New England's textile mille, helping stimulate the nation's early industrialization. Slave labor produced commercial crops which required a host of middlemen to sell and transport them to markets and to finance and supply the slave owning planters. Southern cities such as New Orleans, Mobile, Savannah, Charleston, and Memphis and nothern parts such as New York, Boston, and Philadelphia depended heavily on the southern trade. Northern farmers and manufactures found ready markets for their products in southern towns and cities, but especially on the southern plantations. The products of slave labor stimulated the nations economic development, the slave south itself remained primarily agricultural and did not experience the urban and industrial growth that took place in the North. Some blamed slavery for fastening a backward, inefficient agrarian economy on the south. Theorists could find support for their views in the works of Adam Smith and other classical economists who argued that slave labor, and more practical minded charged that slavery absorbed the souths resources, allowing northern and foreign bankers, merchants, and manufacturers to reap the benefits from the South's production. Others, however, argued that the South lagged behind the North only because southerners failed to take advantage of available opportunities. They called for economic diversification, saying that slaves could be profitably employed in industry and other urban jobs, as indeed they sometimes were. But the planters ignored such advice and continued to invest their profits in more minds and more slaves to grow more of the staple crops. Although many southerners got rich by using slave labor to produce agricultural staples, northerners were clearly demonstrating that trade, commerce, banking, shipping, and manufacturing could be equally or even more rewarding. Southern slave owners largely ignored these investment opportunities in the south and continued to invest in slaves because earning maximum profits was not their primary motivation. The most passionate proslavery advocates admitted that slave labor was not as efficient as free labor but then insisted that the slave system had advantages that outweighed this deficiency. It united all whites on the basis of race, thereby avoiding class antagonisms and labor unrest that characterized northern society. Unlike northern employers who discharged workers when they were old, sick, or no longer needed, slaveholders protected their slave workers throughout their entire life, not merely because they were valuable property but also because the were part of what the planters called their families, and deserved and needed the protection. Such reasoning provided pro-slavery advocates with a response to those who condemned slavery on economic and moral grounds. Planters who dominated southern society recognized that to adopt to northern economic practices would be to destroy the slave system. Even the limited use of slaves in manufacturing posed a danger; Some urban slaves escaped close supervision and control and were, as some put it, half-free. Large scale of commercial and industrial development would bring to the South masses of free workers, who would object to competing with slaves, and would create rich and powerful industrialists, bankers, and others, who would have little reason to protect these interests clashed with their own. As a result, planters paid little heed to calls for economic diversification and maintained their control over a slave society that lagged being the growing North. Some grew rich, the three-quarters of the white population that did not own slaves and, of course, the slaves themselves did not share in the wealth. Northerners who depended upon cotton and other staples and who served the southern market strenuously opposed those who would destroy the system that undergirded their livelihood. But when southerners threatened to expand their system at the expense of free labor and when the very economic development that had depended so heavily on slave produced staples and on the southern trade produced new and increasingly more important markets in the North and abroad, opposition to slavery grew stronger. Southerners, convinced that cotton was king and could command the world, found when they attempted to secede that other, more powerful forces had usurped the power of their monarch. Slavery, on the other hand, was a form of persecution which, in the eyes of colonial America, had to be justified. Therefore, the black slave became an easily identifiable group targeted as being inferior, subhuman, and destined for servitude. The early members of the lower orders; did not take up the cause of eliminating slavery until much later in the century. Christian churches.

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Reality Learned Through Fiction

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For centuries, literature has been seen as a form of escapism. Open a book; read an adventure. Find a new world with a book. Go on a vacation in your own living room; read a book. Modern-day libraries are coated like thick paint with such clichs, on posters and flyers and librarian lips. However, these clichs cannot be found in Writing and Reading, a short excerpt of Richard Wright's Black Boy. Wright, like many heavy literates, did not read as a young man to escape or to go on an adventure. He read to connect to reality.

Before he happened upon the chance to read great literature, the North symbolized to [Wright] all that [he] had not felt and seen with no relation whatever to what actually existed (Wright 1). He had read before, of course, but only pulp stories and Get-Rich-Quick seriesand even to his naïve imagination the possibilities presented in those works were too remote (Wright 1).

As a young workingman, he lucked upon the illegal opportunity to rent books from the library. These literary works did in fact grant him an increased literacy and advanced wisdom. His desire to write became greater as well, but the idea of using the written word like a weapon frightened him (Wright 14). But more so, they gave him a bond with a reality he had yet to acknowledge in his Jim Crow station in life (Wright 144).

Suddenly, he only had to read a book that had spoken of how [white men] lived and thought to identify himself with those characters and that book (Wright 14). When he read his first serious novel, he abruptly saw his boss and identified him as an American type (Wright 14). The vast distance separating [him] from the boss depleted, making Wright feel closer to him (Wright 14).

At one point, Wright even told the readers that the plots and stories in the novels did not interest [him] so much as the point of view revealed (14). He read so to see and feel something different of other human being, rather than of fantasy (Wright 14). Much like his sudden connection with his boss, other novels he read revived… a vivid sense of [his] mother's suffering that overwhelmed him (Wright 144).

However, with this new tie to the rest of the human raceto other races, genders, and ageshis knowledge of his own life was also increased to a dangerous degree. He knew the sorrowful oppression of a Negro's life suddenly (Wright 144). He had been able to endure the hunger and live with hate before, but feeling that there were feelings denied to him severely wounded him (Wright 144). The connections he had made with the rest of the world had showed him the hopelessness of his own existence. Therefore, books not only helped him identify with the others… but with himself as well.

That kind of personal realization was considered dangerous in a Negro, at that time and place. This presented Wright with a problem. He could forget what [he] had read and thrust the whites out of [his] mind (Wright 146). However, he did not want others to violate [his] life, so how could he possibly lose the amount of dignity required to voluntarily violate [himself] (Wright 146)? Knowledge proved to Wright that it could, in fact, be a scary asset. He no longer felt the world about [him] was hostile, killing (Wright 144). He knew it (Wright 144).

It is easy to say that reading is so enticing because it helps the reader escape. The simplest reasoning has always been the preferable reasoning to many young adults. Yet… Wright proves that there is more to reading than turning into a peg-legged pirate or world-renowned baseball player. There is more to reading than running off on fictional endeavors.

A good few years back, there was a child who was a loner and stayed within herself due to her undesirable home life. She would read book after book, but never to escapewhy, she could play in the woods with her brothers if she wished to escape for a while. No, she read books to relate to the worldto see the perspective of that young pretty blonde girl in her class with the exclusive self-made societies, of her chain-smoking teacher who had lost his two children in a custody battle, of those well-to-do boys that would scowl at her when she crossed their kickball field at recess. Wright has never been alone in his literary bonds with humanity. Perhaps, in fact, somebody he knew or would never know was connecting right back to him.

A young girl, nor old withered man or any variant of the human persona, can never truly explain what she has derived from the novels she has read. She quite usually has no fantastic adventures or big new worlds to describe, but nothing less than a sense of life itself (Wright 144). Works Cited

Wright, Richard. Writing and Reading. The Little, Brown Reader. Ed. Marcia Stubbs and Sylvan Barnet. 8th ed. New York Longman, 000. 15-146.

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Business

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Our staff of freelance writers includes over 120 experts proficient in business, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your business paper at affordable prices with cheap essay writing service!

1.The role of an entrepreneur when starting a business is complicated. The person must first realize that he or she is required to invest a lot of time, energy, and funds in order to open the business. When it comes to funds, the person must realize that, of course, there is a risk that they might lose their money should the business fail. Most importantly, the entrepreneur must recognize a need that customers have. For example, a winter coat store would do well in an area that has cold climates. This is also an examination of a persons environment.

.There is a big difference between a product-producing and service-producing business. Product-producing businesses are businesses that get their business by selling a product, where service-producing businesses do not. For example, Pathmark is a product producing business because they sell groceries. An exterminator would be a service-producing business because they don't provide a product, but it still is something that improves the quality of life.

.Profit and risk are huge influences on business decisions. If a business is making good money, it might decide to expand by opening more stores or selling more products. If it is not doing as well, they might decide that perhaps they should cut some products that aren't doing as well from their inventory. Some businesses might also take a risk by expanding, and this could end either way. Some stores may not do as well in some areas, based on population and environment. The afore mentioned winter coat store probably won't do as well in Florida as it does in upstate New York. Taking a risk could also be beneficial. There might be a winter coat fad in Florida, and that store might thrive, maybe even become very successful because maybe they are the only winter store coat around.

4.Competition causes a business to change its policies. Many businesses have to change in order to compete with other businesses of similar cause. Many businesses may have sales in order to be more competitive. At Home Depot, they will match the price of a product from a competitor and give an extra 10% off the price on top of that. That's an example of a business changing to be competitive.

5.It is important for a customer to be happy. If the customer is happy, then he or she will go back to that particular business again. Not only that, but he or she will tell all his or her friends about that business, generating more interest in that business. That is why customer satisfaction is important.

6.Small companies grow into large companies because of their success. In the video, Minyard started out as a guy who wanted to feed his friends and it grew into a huge grocery store in North Texas. These companies grow based on success and interest.

7.Companies sometimes form partnerships in order to make the business more successful. They recognize that perhaps they could share the cost of the business, meanwhile they are bringing new ideas, skills, and finance to the business. Sometimes this will save a business.

Lesson #

1. An economic system is the economy of our government, with all the people working as consumers and producers. It must address how businesses are run and

. Capitalism is basically the type of economy that we live in, where we, as consumers, spend money for products. This money then goes back into the economy through the government, peoples salaries, and to buy more product to sell.

. In a capitalistic economy, consumers, producers, and the government all play a role. Basically, producers make a product that is sold to the consumer. The consumer pays for these goods and money goes to the producer and the government through taxes. The government also serves to regulate businesses buy having laws. The government is responsible for making sure that the consumer is treated fairly and safely. They all interact with each other to sustain our economy.

4. People play various roles in a capitalistic economy. Many people serve as both producers and consumers, for they work for a company that provides a good or service and they also buy in order to sustain themselves. Some people also work in the government, acting to enforce laws that keeps our economy balanced.

Lesson #4

1.Laws become very important in day-to-day business operations. Without laws, some businesses can treat their customers unfairly. Some businesses also need the laws so that they can be run safely. With these laws, it probably also serves to help businesses in customer service.

.Contracts are used in the music industry for many reasons. Some agents require bands make a certain amount of albums in a certain amount of time. This ties the band to that particular music label. Some contracts also prevent music from being stolen.

.Agents are used in the music industry in order to provide the artist as a bridge between them and the industry. The agent can provide the artist with the options they may have within the industry.

4.Tort laws can help people who have been harmed or influences by the actions of others. This goes back to the safety of the customer. Some businesses have stores that are dangerous, and these laws can influence a business to have safe practices in their employers and their stores.

5.Intellectual property rights encompass copyrights and other things that give the person ownership of an intangible object. Copyrights, for example, give music artists rights over their songs. They own the song, and if another artist were to try and use that song as their own, they could be subject to legal action.

6.International law can serve to impact business. I spent some time working for Maersk Line Limited aboard the M/V Maersk Tennessee that sailed up and down the coast of South America. While in tehse countries, our ship was subject to international law. In Buenaventura, Colombia, we were always delayed in our sail time by the Colombian police, who insisted on a ship-wide contraband search. By delaying out sail time, we were late to every port thereafter. This affects the longshoremen and those who had to take our cargo from our ship. Our economy is shaped by our laws, so when we encounter laws of other countries, we find that we have to adapt.

Lesson #6

1.Society today is very much about being politically correct. Today we are accepting of every race, culture, and religion. Long ago, this was not the case, and many businesses would only cater to one target audience. Today however, all businesses must allow all types of people allowed to be there.

.It is important for companies to be socially responsible because it provides more business for them. By catering to every kind of person and personality, it generates more business. It also follows through with the Constitution, where everyone is free to do whatever they want within the limits of the law.

.Many businesses run events that attract customers. Some places will have sidewalk sales during the summers in order increase business. Home Depot has a family day for their associates and their families. This shows that Home Depot is a very caring store. This shows consumers that they are responsible.

4.As mentioned before, Home Depot has different events for their employees. Many companies have policies where the employees are valued first. In the video, one company said that the employees come first, then the customer, then the shareholders. If the employees are treated good, then they will treat the customers with the same respect, and therefore the shareholders benefit from this.

5.Pollution control is important for the environment, but companies that employ such laws have a good reputation. Those customers that are conscientious of their environment have respect for companies that employ environment protection laws. This generates more business as their good reputation goes along.

6.It is important for a company to be aware of the community in which they are located. It would be important to focus in on their needs and their culture. In small communities with a large percentage of a certain culture, some businesses that focus in on other cultures might not do as well. Their social focus should be based on the culture of the community, while still respecting the ideals of everyone.

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