The Marginalization of African Americans - 825 Words

The Marginalization of African Americans (Essay Sample) Content: Firstname Lastname Instructor’s Name Course Number  DATE \@ "d MMMM yyyy" 13 October 2016 The Marginalization of African Americans: Insights from Baldwin and Lorde James Baldwin and Audre Lorde are both acclaimed African American writers and shared common experiences as blacks growing up in America. It is little wonder then that their literary works have common themes. In A Letter to My Nephew, James Baldwin writes a letter to his fifteen-year-old nephew, James. In the letter, he describes the harsh face of racism in the world that is unfolding around him. He tells young James and those of his generation to seek strength from the love imparted on them by other African Americans, and which they now must pass on to "[their] children and [their] children's children." Baldwin had many experiences to share, mostly words motivated by pain and anger. Baldwin wanted to show his nephew how cruel the society he has been born to is, and how he co uld survive in it (Baldwin). Audre Lorde’s A Litany for Survival is a short poem consisting of three long stanzas and a final three-line stanza. As the title suggests, it is a communal prayer of alternating speakers, a leader, and a flock of supplicants. The supplicants an oppressed and devalued group saying a prayer to emancipate the children from the marginalization that they suffer continually (Lorde). Both pieces of literature are resplendent with the themes of marginalization and survival. James Baldwin believes that American white society has inadvertently put "the Negro" in an untenable position. He tells young James that the society he is in has segregated him in the ghetto and did not expect him to excel, and demands that he ‘makes peace with mediocrity.’ His predicament is only because he is black. He does not think the malice of present white citizens created this, believing instead that it resulted from innocent oversight on their part; this has beco me so normal that many Americans whites are oblivious to the existence of African Americans. At the end of the letter, he tries to explain to his nephew what integration means (Baldwin). A Litany for Survival talks about marginalization. The title suggests a communal prayer of alternating speakers. The prayer asks whether anyone deserves to be devalued and discarded as the leader and the other supplicants have. The petitioners feel defenseless and insignificant compared to the powers that oppress them. They have come to always fear for the worst, afraid when they speak and afraid when they are silent. Both pieces of literature pray for a better future for the writers’ children, away from the marginalization, and the strength to endure the marginalization (Lorde). The second overriding theme in both pieces of literature is survival. Because of marginalization, the very existence of African Americans in James Baldwin’s world is threatened. He writes the letter to give h is nephew lessons on how to survive. He tells his nephew not to believe the white man and his words. This is because the white man only expects mediocrity from him. Young James must succeed in life but he will not find it easy. Baldwin tells him that he can only succeed if he knows where he came from. He tells young James and those of his generation to seek strength from the love imparted on them by other African Americans, and which they now must pass on to "[their] children and [their] children's children. (Baldwin)" In A Litany for Survival, ...

Its Not What You Say But The Way That You Say It Tips For Developing Voice

Step one: Think about your audience. Have you ever accidently texted the wrong person? Sent a text meant for your best friend to your dad or to your boss? I have; it’s horrifying. Horrifying because I was being a person that this other person didn’t know.I speak in different ways depending on I am talking to and the situation I am speaking to them in. This is why the advice to â€Å"develop your own voice† which is often given to writing students is so bewildering—no one is just one person. We talk about different things, using different words and sentence structures, employ different methods of argumentation and appeal to different emotions depending on who we are talking to and the context. This extends to writing as well. I’ve worked with students who have taken the advice to â€Å"develop your own voice† to mean that they should write essays in the same manner that they talk to their friends as well as students who adopt in their writing the voice of the well-worn academic that they aspire to be. Neither scenario gives rise to clear, effective, or context-appropriate writing. The key to writing in a way that is effective and clear is actually pretty straightforward: be aware of who your writing is either explicitly or implicitly addressing and write using the â€Å"voice† that you would use when you’re talking to that person."Voice" is something you already have, already know how to do; what's hard is translating that onto the page. Step one: Think about your audience. Before you write, think explicitly about who you’re addressing--a professor or TA, a hiring manager--and then ask yourself: How would you talk to them if you were in the same room? What words would you use and which would you instinctually avoid? What sorts of arguments would you make and which sorts of evidence would you employ? Having thought about who your audience and how you would talk to them will be helpful as you approach composition. Step two: Make it a Conversation. While you're writing, do everything possible to make the process of writing feel as much like having a conversation. Pretend you're writing an email. When I’m working on my own writing—be it a blog post like this, an application letter, an essay, or an article—I draft not in a word-processing program but literally rather in the mail program. This is where it feels normal to address a particular person, where I am accustomed to sounding â€Å"like myself† in a variety of ways. If you use a thesaurus while you write, don’t choose words because they sound fancy or academic. The thesaurus should be a tool to help you find the best word to use in context, not to help you put on a fancy, academic voice. Step three: Read it out loud. While you're revising, read your writing out loud. When I do this I imagine that I’m reading to the person who your paper is for and think about whether: I have written something that it would be awkward to say in front of that person? Written something that I can’t imagine actually saying? Written something that I don’t actually believe to be true? If so, I delete it and revise the phrase or sentence so that it is something that I could imagine actually saying in context. For more tips and tricks on expository writing, check out these other blog posts written by our writing tutors in New York and Boston: The Vital Importance of Writing Badly,Transitioning From One Paragraph to the Next, and How Do I Write a Good Thesis?Looking to work with an expository writing tutor on your essays? Feel free to get in touch! Cambridge Coaching offers private in-person tutoring in New York City and Boston, and online tutoring around the world. ;

1950s Culture Dbq - 783 Words

Michael Tarantino Ms. Banks 50’s amp; 60’s (7) 16 November 2014 1950’s DBQ The 1950s is considered to be the model decade of America. Families were close, children respected their elders, workers worked hard to provide for their families who grew up in nice neighborhoods, and the economy was booming. The forced conformity, neglect of the poor, and segregation are often overlooked when talking about the decade as they were during the time period. The 1950s were a prodigious time period for family life but not for the individual or societal ethics. The ’50s boasted the archetype for the model family. As document H exemplifies, suburban families, coined the nuclear family, resided in ideal neighborhoods for raising the family, were†¦show more content†¦These types of articles forced women to behave in a way that lived up to a standard set by white patriarchs. Once these women edited their appearances to stand out to a man and learned to be an exceptional wife, they often became bored with their lives of sitting around the hous e because they were not allowed to go out into the world. Document M takes an excerpt from a doctor’s research on why so many women came in with bored looks on their faces asking what was wrong with them. Instead of the doctors telling them to go out and enjoy themselves they often prescribed tranquilizers. These women would wake up and pop a tranquilizer, making them not care that they felt like they did not want to live like that another day. Problems like those were often caused by society’s iniquitous codes for life. The insecurities of the individual were caused by the poor societal ethics of the time. Document B shows this where society told women that they had to be beautiful and since no one was born beautiful, they needed to buy products to alter their appearances. This was an example of social conformity, which was another poor ethic of the time. â€Å"And the people in the houses all went to the university, where they were put in boxes and they all came out the same† This excerpt from document G, a popular folk song of the era, â€Å"Little Boxes†, tried to bring forth the problem with the conformity issue. Another problem with society was the Red Scare brought upon by JosephShow MoreRelatedAp Exam Essays1660 Words   |  7 Pagescauses and consequences of TWO of the following population movements in the United States during the period 1945–1985. †¢ Suburbanization †¢ The growth of the Sun Belt †¢ Immigration to the United States 2009 [pic]AP Exam Essays 1. DBQ: From 1775 to 1830, many African Americans gained fredom from slavery, yet during the same period the institution of slavery expanded. Explain why BOTH of these changes took place. Analyze the ways that BOTH free African Americans and enslaved AfricanRead MoreJust Whatever1974 Words   |  8 PagesA P European History Test Prep DBQ Free Response Questions For DBQ’s Always: 1. Provide an appropriate, explicitly stated thesis that directly addresses all parts of the question and does NOT simply restate the question. 2. Discuss a majority of the documents individually and specifically. 3. Demonstrate understanding of the basic meaning of a majority of the documents. 4. Support the thesis with appropriate interpretations of a majority of the documents. 5. Analyze point of view or bias in atRead MoreBoyer Dbq Teacher Guide10764 Words   |  44 PagesUsing the DBQ Practice Questions from The Enduring Vision, Sixth Edition A Teachers’ Guide Ray Soderholm Minnetonka High School Minnetonka, Minnesota Using the DBQ Practice Questions from The Enduring Vision, 6th Edition A Teachers’ Guide This guide is intended to suggest some possible ways that students may organize essays related to the document-based questions in the Advanced Placement version of The Enduring Vision, 6th Edition, and to provide teachers with some information on each included

Analysis Of Earth s Blanket - 1253 Words

John Vang Professor McKay GEO 1021 October 5, 2014 Earth s Blanket A great deal of chapter nine in our book, Discovering Physical Geography, discusses the various climates that exist within our world. As the chapter goes on, the book explains the past climate changes due to the numerous fluctuation in Earth s average temperature. One well known theory, the Milankovitch theory, explains that the fluctuation of Earth s temperature are due to the long-term variations in Earth s orbital eccentricity, tilt, and axial precession, (Arbogast 236). In our present day, the vast majority of climate scientists agrees that the world is warming and believes it is mainly caused by humans influence and their association with the greenhouse gases (Arbogast 239). In this paper, I will examine the connection between human-induced global warming and its global effect on Earth s climate, and what it may yield to the future of those living on Earth. How are humans inducing global warming? For beginners, we will start off with the greenhouse gases. The gr eenhouse gases act as Earth s blanket. According to the U.S. Energy Information, an organization that provides information on energy and its interaction with the environment, greenhouse gases are mixed in the atmosphere, blocking and trapping the sun s infrared radiation from leaving the planet, thus warming the Earth s surface (U.S. Energy Information, 2014). This is the greenhouse effect. Such gases that contribute to theShow MoreRelatedThe Debate On Global Warming1239 Words   |  5 Pagesagriculture. The activities release vast amounts of carbon dioxide and other greenhouse gasses into the atmosphere (Mazo 18-25). Once the gasses are released into the atmosphere, they behave like a thick blanket that traps heat that reaches the surface of the earth. As a result, the thick blanket prevents heat from escaping into the upper reaches of the atmosphere. Hence, there is an increase of temperature in the lower atmosphere. Most of the anthropogenic factors that contribute to climate c hangeRead MoreGlobal Warming Is The Biggest Problem Of The World Or Face Imminent Destruction? Essay1416 Words   |  6 PagesWe as a population must come together to face the biggest problem in the world or face imminent destruction. Since the industrial age, the Earth’s temperature has risen 2 degrees celsius.(Sutter, 2) Humankind has shaped the Earth to what it is today by destroying land, building factories, real estate, burning fossils fuels, and even by just driving a motor vehicle around. This all led to the epidemic we call today as global warming. Taking a stance to make a change against global warming is veryRead MoreAnalysis Of Al Gore s The Climate Emergency1319 Words   |  6 PagesAnalysis of Al Gore’s â€Å"The Climate Emergency† The essay â€Å"The Climate emergency† is based on a speech made by Al Gore at Yale University in April 2004 to a room full of students. Al Gore is the former Vice President of the United States under President Bill Clinton. He is also an environmental rights activist. In the beginning of the speech the former vice president shares a story about his trip to a Shoneys Restaurant with his wife Tipper to draw the audience in. (300-301). Once he capturesRead MoreThe Big Bang Theory And Comparing1114 Words   |  5 Pageswhen it started with the smallest eccentricity then expanding for the next 13.8 billion years and leading to the universe, which we know today. In this essay I will be analyzing the eight thresholds of the Big Bang Theory and comparing them to the analysis of the cat lady. Cats were first domesticated in Egypt and it could be assumed that the person who tamed the animal was the former â€Å"Cat Lady.† There have been many assumptions of the origin of t he name: â€Å"Some believe the notion of the â€Å"crazy catRead MoreGlobal Climate Change : Amanda Mangum Essay1702 Words   |  7 Pagesthese issues impacting our environments? The Earth is becoming warmer which can hurt certain places and animals who cannot adapt to the warmer weather. With more heat comes more evaporation causing the sea levels to rise. Also, farms are being hurt with not being able to successfully grow a lot of the things that they are used to growing with their climate. Some crops cannot live in warm temperatures but instead need cooler climates. With the Earth heating up, these crops are having a lot of difficultyRead MoreCarbon Dioxide Emissions Essay1130 Words   |  5 PagesC02 is a greenhouse gas this means that when C02 exits the atmosphere some of it reflects back to earth, this changes the temperature inside the earth. The cause of this problem is that us humans produce to many gases. For example, we use factories, cars, burning coal and have a major use of oil production, which releases methane, C02, nitrous oxide etc. Which warms our atmosphere that acts like a blanket. Since the world is getting developed we will need more productions of fossil fuels, factoriesRead MoreGlobal Warming: Are We Burying Our Heads in the Sand?733 Words   |  3 Pagesrefers to the rise in global average temperature caused by greenhouse gases such as carbon dioxide, methane, nitrous oxide, ozone, hydrochlorofluocarbons, hydrofluocarbons, chlofluocarbons and sulphurhexafluoride. Much like covering oneself with a blanket and feeling warm, greenhouse gases absorb infrared radiation from the sun which ensure favorable temperatures for living organisms and life processes. However, when such gases exceed acceptable concentrations in the atmosphere they absorb more heatRead MoreHuman Activity And Climate Change1141 Words   |  5 Pagesone of the activities that humans have done is released large amount of carbon dioxide in the atmosphere which is a greenhouse gas that comes from burning fossil fuels. Greenhouse gases have wrapped around the earth’s surface like an extra blanket causing the Earth to heat up much more and affecting the balance of nature. Greenhouse gases are not only limited to large factories but also the amount of vehicles on the road; cars produce carbon dioxide as well. History has shown that the choices that weRead MoreAnalysis of Thirteen Ways of Looking at a Blackbird, by Wallace Stevens1525 Words   |  7 Pagesreaders- watches the â€Å"eye of the blackbird† move and peer into the â€Å"twenty snowy mountains† (Stevens 1-3). What is interesting in this part is the stress on the word â€Å"only† (Stevens 2). Nothing else is moving but this black speck that is trapped by a blanket of white snow. Moving to the second part, the speaker goes on to say that he is of â€Å"three minds† (Stevens 4). This makes no sense in the literal context but reflecting back on the e stablished theme of perception, it does. In order to perceive somethingRead MoreThe Effects Of Methane Emissions On The Urban Region Of Boston, Massachusetts1660 Words   |  7 PagesAnalysis of Methane Emissions from Natural Gas Infrastructure and Use in the Urban Region of Boston, Massachusetts Abstract Methane is a natural gas and as such is a large component of greenhouse gases. Consequently, methane emissions in the atmosphere contribute greatly to not only an increase in ozone concentrations but subsequently a rise in global temperature. Therefore, it is critical that accurate measurements of methane loss to the ozone layer be measured in order to develop effective programs

Incest and Sexism in Hamlet - 1022 Words

In my readings of Hamlet, sexism was a immense element in the story. It is not fairly unambiguous where the incest comes in and who is involved, but the unorthodox relationships that have taken place shows how things were during the Elizabethan Age, or were they? My goal in this paper is to research the gender roles between the males and females in the story and to prove how women were treated during these times, and to determine who was involved in incest and sexism. The characters in focus will be Hamlet, Prince of Denmark, and son of the deceased King Hamlet; Polonius, counselor to Claudius; Laertes, Polonius’ son who has returned home due to King Hamlet’s death; Gertrude, Hamlet’s mother and Queen of Denmark; and Ophelia, daughter of†¦show more content†¦In the relationship between her and Hamlet, he desired her like bait. He only showed lust for her, and wanted her to fulfill his sexual desires. â€Å"The majority of the critics have viewed Ophelia as a week character, in both form and function, and many have dismissed her as a woman †¦ she has been consistently viewed as the least complex of the principal characters of Hamlet, the least useful.† (Resetarits). Ophelia loses her identity as a woman as she becomes a pawn to the men. Incest flows abundantly through this play like no other. The relationship between Claudius and Gertrude could be considered incest from Hamlet’s perspective even though they are not blood related. He sees his blood uncle and his blood mother together which tortured his conscience. Why did the thought of his mother having sex deter him so bad? Did Hamlet want to look to his mother for sexual comfort? Hamlet was said to have ‘Oedipus Complex’ which is explained as every sons supposed desire to kill his father and have sex with his mother. Whether this is the case is unsure the reason for him to beShow MoreRelatedAnalysis Of Shakespeare s Hamlet 1021 Words   |  5 Pages Ochoa1 Daniela Ochoa English Mrs. Levine 19 April 2016 Women’s Roles in Hamlet â€Å"There’s a remarkable amount of sexism on TV. When male characters are flawed, they’re interesting, deep and complex, but when women characters are flawed, they’re just a mess.† Ellen Pompeo. In â€Å"Hamlet† Ophelia and Gertrude are the only females mentioned throughout the Shakespeare’s tragic play. The two women are unappreciated and are consideredRead More Shakespeare in Contemporary Movies Essay4875 Words   |  20 Pagesthis context, school is seen as completely out-of-touch with the (post) modern world and unable to teach necessary survival skills. In the one scene where Danny does go to school, his elderly teacher (Joan Plowright) shows a 16mm film of Oliviers Hamlet. Since the film is set in the present day, this is anachronistic; even the most old-fashioned teacher would use a VCR and tape, since that is what the audio-visual department would provide. Moreover, the much more action-packed Zeffirelli version

Learning Of Sound Waves Can Benefit From Outside...

Abstract Under study learning of sound waves can benefit from outside assistance through the making of gathering learning classroom materials whose advancement and outline depend on unequivocal examinations concerning understudy understanding. We portray thinking as far as sets of assets, i.e. assembled building squares of feeling that are normally utilized as a part of a wide range of settings. Understudies in our college material science classes frequently utilized arrangements of assets that were not quite the same as the ones we wish them to utilize. By planning educational modules materials that get some information about the physical science from an alternate perspective, we realize change in understudy comprehension of sound waves. Our educational programs alterations are particular to our own classes; however our portrayal of understudy learning is all the more for the most part helpful for educators. We portray how understudies can utilize different arrangements of assets in their re asoning, and bring up issues that ought to be considered by both educators and analysts. Keywords: Investigations, Curriculum Materials, Reasoning. Introduction Exploration based educational modules improvement projects have been appeared to be powerful in assisting understudies with picking up a theoretical comprehension of numerous particular subjects in material science (McDermott and Redish, 1999). In portraying the achievement of a considerable lot of these materials, anShow MoreRelatedpreschool Essay46149 Words   |  185 PagesCalifornia Preschool Learning Foundations Volume 2 CALIFORNIA DEPAR TMENT OF EDUCATION †¢ SACRAMENTO, 2010 California Preschool Learning Foundations Volume 2 Visual and Performing Arts Physical Development Health Publishing Information The California Preschool Learning Foundations (Volume 2) was developed by the Child Development Division, California Department of Education. This publication was edited by Faye Ong, working in cooperation with Laura Bridges and DesireeRead MoreTrends in Workplace17940 Words   |  72 PagesTrends in Workplace Learning: Supply and Demand in Interesting Times By Laurie Bassi, Scott Cheney, and Eleesha Lewis The ancient Chinese saying May you live in interesting times has perhaps never been more relevant. As the 1990s draw to a close and the new millennium fast approaches, life is phenomenally interesting--and demanding. 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Strategic planning. I. Ahlstrand, Bruce W. II. Lampel, Joseph. III. Title. HD30.28.M564 1998 658.4 012—dc21 98-9694 CIP ISBN 0-684 -84743-4 (hardcover) There are some people who begin the Zoo at the beginning, called WAYIN, and walk as quickly as they can past every cage until they come to the one calledRead MoreLeadership Development42674 Words   |  171 Pagesmanagement and leadership development strategies, leadership and the development of management and leadership capability in small and medium enterprises respectively. The general approach to the project, locating specific studies, drawing conclusions from these, and the judgements about useful future research priorities have been informed by discussions in the network group and comments by its individual members as the review has progressed. The members not already mentioned are: Kamal Birdi, RichardRead MoreFundamentals of Hrm263904 Words   |  1056 PagesThis online teaching and learning environment integrates the entire digital textbook with the most effective instructor and student resources With WileyPLUS: Students achieve concept mastery in a rich, structured environment that’s available 24/7 Instructors personalize and manage their course more effectively with assessment, assignments, grade tracking, and more manage time better study smarter save money From multiple study paths, to self-assessment, to a wealth of interactive visualRead MoreA Jerney in to the Deaf World15812 Words   |  64 PagesChapter notes: Chapter Notes from Journey Into Deaf-World Chapter 1 Chapter one is basically an introduction to the issues that are discussed throughout the book. Chapter one introduces all the people that are constantly referred to throughout the book. Ben Bahan is the narrator and introduces us to Jake Cohan, Laurel Case, Roberto Rivera and Henry Byrne. Ben is a CODA, Child Of Deaf Adults, and like many CODA’s tried to stray from the deaf community be was eventually drawn back to it. He isRead MoreLibrary Management204752 Words   |  820 PagesLibrary and Information Center Management, Sixth Edition Robert D. Stueart and Barbara B. Moran United States Government Information: Policies and Sources Peter Hernon, Harold C. Relyea, Robert E. Dugan, and Joan F. Cheverie Library Information Systems: From Library Automation to Distributed Information Access Solutions Thomas R. Kochtanek and Joseph R. Matthews The Complete Guide to Acquisitions Management Frances C. Wilkinson and Linda K. Lewis Organization of Information, Second Edition Arlene G. 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Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY

Marketing and Management Review of Policy Design

Question: Describe the Report for Marketing and Management for the Review of Policy Design. Answer: GOOGLE Google works with great people, the company treats people with respect and offers equal opportunity for everyone (Steiber Alnge, 2013). The company also offers a working environment where people can enjoy the work, and they can respect and help each other. It values diversity among the people and plans. Google always tries to be innovative in the technologies and its products. To solve any problem, Google relates its creativity and the innovative technology. The working culture in Google believes in honesty and integrity. The company always tries to earn the customer loyalty by offering great products and service. The key to the success of Google is to stay in the company norms, clinch innovative ideas from the employees, earn more profits and more. Google has always cared about the communities where they work. It encourages the people to support the local community (Choi Varian, 2012).Google tries to focus on providing the best user experience. It wants to make money in the right way by creating the best product in the market. Google believes in hard work. It also focuses on the areas such as operating systems, hardware products, advertising, platform and others. The next attempt of Google is to reach as many people as possible on the web. They are ambitious with launching new PCs and phone with more advanced technologies. The goal of Google's new products is to make a more advanced web, which gives more personalised experience. Google is definitely doing right while taking Microsoft with its cloud computing features. Through this cloud-computing feature of Google, the Microsoft consumers can access their files and documents from anywhere without being physically present with their device. In 2009, Google launched its first television commercial for Google Chrome, which is an effective alternative to Microsoft's Internet Explorer Web Browser (Carlini et al., 2012). Google Chrome has been much more efficient than Microsoft's Internet Explorer Web Browser in terms of its easy accessibility (Carlini et al., 2012). In 2008, Google first launched its Android phone and went head to head with Apple's iPhone (Jonoski et al., 2013). Many critics have praised the benefits of Android over the platform of iPhone. One of the most important things is that Google is openly sourced and backed by multimillion-dollar investment (Blau, 2015). It can improve the design of Android over years. On the other hand, iPhone can only be available on American Telephone Telegraph in the US, where most of the competitors of ATT support Android. In 2010, Chinese Government threatened Google for intrusion and censorship of hackers (Carlini et al., 2012). Therefore, Google has closed its search engine in China and redirect people towards its uncensored search engine in Hong Kong. This decision was an attempt to skirt censorship requirement without maintaining Chinese Law. MICROSOFT Microsoft started off with the first DOS operating system for IBM computers which gave it the initial success. In the next decade, Microsoft expanded its business with the Microsoft Office and Windows operating system (Vishwanath LaVail, 2013).. The company went public and thus it further helped it to increase their revenue. Windows 3.0 sold more than 10 million copies within a span of two years. In the 1990s, Microsoft continuously upgraded its software for the operating system (Vishwanath LaVail, 2013). It marketed the fact that upgrades were necessary It invested in advertising in various magazines that increased its endorsements. The Windows 95 and Windows 98 were great successes. Later in the 1990s, Microsoft launched their browser called the Internet Explorer. It gained great popularity against the prevailing Netscapes Navigator within a few years (Peng, 2013). Microsoft did this by bundling the Internet Explorer in the Microsoft Office. They collaborated with AOL, which incr eased the customer base to another 5 million. During recession, to get back to its former glory, Microsoft marketed the fact that PCs are cost effective. This worked really well with the economic low. The commercials showing people who were proud PC owners helped to gain back customer loyalty and inspired the employees of Microsoft. After the successful run for years, Microsoft hit the low with its buggy and poor performing Windows Vista. The share prices have gone down by 40 dollars (Haider et al., 2016). Apple in this gap came back with various new Mac computers, iTunes, iPhones and iPads. Apples ad campaign showed a creative, easygoing and smart Mac character in contrast to the virus plagued, uptight and geeky PC character. Microsoft used the similar character for its advertisement which boasts about being a PC. This focused on the cost effectiveness of the PCs during the recession. This gave Apple an apt response who tried to slam Microsoft for its problem-prone Vista. It recreated a loyalty base among Microsoft's customers. The employees too felt encouraged and inspired. The downside of this campaign is that it lacked creativity. It has nothing new to offer. It showed the rivalry between the two giants very clearly (Persico et al., 2015). Microsoft used a similar PC character as shown in Apple's ad campaigns. It was a clever move. It hardly required much creativity, and it helped people to weigh their options more clearly. Customers who would see these commercials would definitely understand the difference between the two companies. Thus, Microsoft did a good thing by incorporating Apple's campaign in its own marketing strategy. Jim Thompson Thai Silk Company: JTTS produces various items like handbags, scarves to accessories for home furniture. The home furnishing line consists of armchairs, coffee and dining tables, sofas and lamps. They work with the Thai London based designer Ou Bahalyadhin. JTTS provides the material needed for the Asian themed home decor created by the artist. The home furnishing line is 3- percent of the total business and its exports sum up to 90 percent of the total (Patichol et al., 2014). They also extended their business with a chain of fine-dining restaurant in Singapore, Malaysia and Bangkok (Haggblade Ritchie, 2014). They have further extended their silk line by providing customised fabrics to international projects. They collaborated with the American designer, Ed Tuttle to work for projects like Park Hyatt Hotels and Aman Resorts. Particularly Park Hyatt Paris has used more than 9000 square meters of JTTS's furnishing fabric. The Sukhothai, the Regent, the Oriental and the Conrad have to furnish from JTTS. With the booming business background and solid client base, JTTS might have gone a little too far with extending their business. JTTS should have stayed within the silk and home furnishing. Starting a business with the food and beverages industry may not be as fulfilling as their other business. JTTS stands out from the other lifestyle brands because they blend contemporary western designs with the heritage and tradition of Thailand. They raised the Thai cottage industry into a famous lifestyle brand. They are different from the smooth Chinese silk. JTTS silk is more knotty and has a lustrous finish that comes in iridescent choices of colours. It is unsuitable for making clothes but is a great choice for home furnishing. They have very close connections with the weaving community of Thailand, which helps them create the best possible products. The weavers are a part of the organisation that makes it easier for JTTS to control the quality of the products (Roll, 2015). JTTS rely on customer-based exhibitions to create awareness for their product line and upcoming products and collection. Their stores have a homely feeling. They believe that their existing clients will be responsible for sharing favourable words about the brand to others (Patichol et al., 2014). Mass media is most avoided. Being a part of the Royalty of Thailand adds to the brands value. Collaboration with the American and English designers has earned them a different status. Most importantly, the rare amalgamation of Thailands rich tradition and contemporary western designs lends the brand to stand out. Fulla Dolls The Fulla dolls are a substitute for the Barbie dolls in the Islamic countries. These dolls share the similar build like the Barbie dolls but they conform to Muslim lifestyles unlike Barbie. Fulla is dark eyed with olive skin. She has Muslim values. She is a role model for the many young Muslim children (Belkhyr, 2013). These dolls are described to honest, caring and loving who respects her parents. She prefers reading and fashion and does not lie. These are the values the Muslim society wants to instil in their children. Thus, the Fulla dolls targeting the Muslim countries have increased its sales significantly where Barbie is banned. Other dolls like like Razanne and Leila fall short of the undivided popularity enjoyed by the Fulla dolls by virtue of their the marketing strategies (Dunn Dunn, 2016). The popular satellite channels are full of commercials portraying Fulla to be an ideal Muslim girl who says her prayers in the morning, reads books or surprises a friend with a cake sh e baked. They are adequately priced and instantly sold out as soon as they hit the shelves. The downside of this selective marketing is that these dolls share not much popularity in other non-Muslim countries. This is a hindrance in increasing their sales in Muslim-minority countries. Fulla dolls enjoy undivided attention in the Islamic countries. To expand its sales all over the world they can incorporate dolls that are more akin to the western ideals. Fulla does not have a boyfriend in the Muslim countries but they can add one for the western version; NewBoy can create another version of the doll that suits the ideals of the countries they are being sold to. NewBoy should attain an understanding of the markets of the countries and produce their dolls accordingly. To compete with already well established Barbie they could price the dolls lower than Barbie which might attract the customers (Dunn Dunn 2016). They should adopt proper marketing strategies to create as much awareness as possible. NewBoys segmentation policy for Fulla is very selective. The Fulla dolls are manufactured keeping in mind only the ideals of a young Muslim girl. The dolls are highly popular in the Islamic countries because the values attached to it (Saleh, 2014). It only targets the young girls and there are prayer rugs and scarves available for the girls to buy them along with the dolls. The dolls have silverware, luggage and stationary for the young girls to buy. The boys of the same age group are ignored. IDEO IDEO has created many groundbreaking designs which have received immense popularity for big labels like Prada, Nike, PepsiCo, Bank of America and much more (Clarkson et al., 2013). Much of its success can be attributed to the very different approach named as the "design thinking". It is based on "human-cantered methodology". IDEO tries to understand the needs of customers and design the product accordingly. IDEO faces difficulty in designing the products from outside to inside to make it more customer-friendly (Brown Wyatt, 2015). Most of the tech companies start designing from inside out. They have a dedicated team called the human factors that employ various methods to understand what a customer wants. They take pictures and study the experience of the customer. They also conduct behavioural mapping which is a collection of pictures of people of restricted to a certain area like waiting room of the hospital. They also use the method of camera journals. They invite customers to tell their stories narrating their experiences with any service or product. Another factor responsible for its success is prototyping. Throughout the process of designing the design is continuously tested and applied. The experience of the testing is further used to improve the final layout. IDEO has successfully created great solutions for several big names. For example, it redesigned the user interface of ATT to be more user-friendly and intuitive. It helped an apparel-making brand to improve their sales. IDEO employed their designers to shadow a number of women. These women were shopping for lingerie and came up with negative reviews. It was so because they found it difficult to locate the lingerie section as well as the appropriate size. Even the fitting rooms were uncomfortable and small (Johanssonà ¢Ã¢â€š ¬Ã‚ Skldberg et al., 2013). IDEO suggested them to focus on better fitting rooms, better display and to hire personnel to help the customers find the right size. From all this, it is evident that IDEO excels in its job to understand the needs of the customers better than the companies who employ them. IDEO's greatest achievement is that it solves problems concerning usability of the products and services of its clients. It does not need to create any further awareness for itself (Denning, 2013). 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