Music Study Guide Essay Example for Free

Music Study Guide EssayMusic is an art based on the organization of sounds in time. also the universal language of man or something who knows Pitch is the relative highness or lowness that we hear in a soundTone is a sound that has a definite pitchInterval is the distance in a pitch between any two dance stepsTones argon separated by an interval called the octaveTones have a specific frequency in musicPitch be given is the distance between the lowest and highest tones that a function or instrument can produceRange of an untrained voice is between 1 and 2 octavesDynamics argon degrees of loudness or fuzziness in musicLoudness is related to the amplitude of the vibration that produces the soundAccent is an emphasis of a noteInstrument may be delimit as any mechanism that produces musical soundRegister is the part of the tonal range of an instrument or voicePizzicato- plucked string mental image stop- two notes at onceVibrato- rocking the left hand while pressing down with the ot her. Throbbing expressive tone that causes small pitch fluctuations that make the tone warmer Mute- a clamp that veils or muffles that toneTremolo- rapidly repeats tones by quick up-and-down strokes of the bow Harmonics- Very high pitched tones are produced when the participant gently touches certain points on a string Woodwinds have little holes along their length that are opened and closed by the fingers or pads controlled by a key mechanism Flutes and piccolos are played by blowing across the edge of a mouth hole Recorders are played by blowing through a whistle mouthpiece Single-reed woodwinds are played by fastening a reed over a hole in the mouthpiece that vibrates when the player blows over it (ex- clarinet, bass clarinet, saxophone)Double-reed woodwinds use two narrow pieces of cane that are held between the musicians lips (ex- English horn, contrabassoon, bassoon) Bass instruments are played by the musician blowing into a cup- or funnel-shaped mouthpiece (vibrations o f bass instruments come from their lips) Pitch of brass instrument is regulated by varying lip tension and by using slides and valvesMutes alter the tone color of bass instrumentsWhen a pianists finger strikes a key, a felt-covered hammer swings up against a string (greater the pull out on the key, more powerful the hammers blow, louder the tone produced) damp comes down on the string to stop the vibrations when the pianist lets go of the key Damper pedal is the most important pedal, allows a pianist to sustain tonesUna corda pedal, on the left, veils the soundSostenuto pedal, in the middle, allows the pianist to sustain some tones without sustaining others Harpsichord has strings that are plucked. Controlled by one or two keyboards. Pipe organ has many sets of pipes controlled by several keyboards, including a pedal keyboard played the organists feet Tape studio apartment was the main tool of composers of electronic music during the 1950s Synthesizers are systems of electronic c omponents that generate, modify, and control soundAnalog Synthesis is based on representing data in terms of measurable physical quantities Digital frequency modulation synthesis is based on representing physical quantities as numbers Sampling involves placing brief digital recordings of live sounds under the control of a synthesizer keyboard Instrument Digital interface (MIDI) is a standard adopted by manufacturers for interfacing synthesizer equipment Consonance is a tone combination that is stable. They are points of arrival, rest, and stop. Dissonance is a tone combination that is unstable. Its tension demands an onward motion to a stable chord Dissonance has its resolution when it moves to a consonanceThe Middle AgesThe Middle Ages spanned from 450-1450Most important musicians were priestsChurch officials required monks to sing with proper pronunciation, concentration, and tone quality Church frowned upon instruments because of their earlier exercise in pagan rites Gregorian sing is a melody set to sacred Latin texts and sung w/o accompaniment Gregorian chant is monophonic in texture, its rhythm is flexible, w/o met.er, and has little sense of beat. The melodies tended to move by step within a narrow range of pitches. apply church modes as a scale.The RenaissanceThe Renaissance spanned from 1450-1600The Renaissance mass is a polyphonic choral composition made up of the Kyrie, Gloria, Sanctus, and Agnus Dei churrigueresque fancy era spanned from 1600-1750Baroque era used violins a lot. Organ and harpsichord where the main keyboard instruments Baroque suite is a set of dance-inspired movements. It is made up of movements that are all written in the same key but differ in tempo, meter, and character. Usually in A A B B French overture is a common Baroque suite opening.Short AnswerMiddle Ages (450-1450)Renaissance (1450-1600)Baroque (1600-1750)Classical (1750-1820)Romantic (1820-1900)Contemporary (1900-now)3 Composers per extentMiddle Ages- Hildegard o f Bingen, Perotin, Francesco Landini Renaissance- Josquin Desprez, Thomas Morley, Giovanni Gabrieli Baroque- Johann Sebastian bach, George Fredric Handel, Henry Purcell Italian dynamic markingsPianissimoppvery softPiano psoftMezzo Pianompmoderately softMezzo fortemfmoderately loudFortefloudFortissimoffvery loudOrchestras contain string, woodwind, brass, and percussion instruments. symphonic bands contain brass, woodwind, and percussion instruments. Duple Meter- measure has two beatsTriple Meter- measure has 3 beatsQuadruple Meter- measure has 4 beatsGregorian chant is monophonic in texture, its rhythm is flexible, w/o met.er, and has little sense of beat. The melodies tended to move by step within a narrow range of pitches. Used church modes as a scale. Polychoral Motet- motet for two or more choirs, often including groups of instruments Brandenburg Concerto No.5 in D Major (1721), by Johann Sebastian Bach. Ritornello form, duple meter. Used a string orchestra and a group of solois ts consisting of a flute, violin, and a harpsichord. EssaysCompare and contrast two periods of music that weve learned Middle Ages and RenaissanceCompare Musicians worked in churches. The church remained an important patron of music. Vocal music was more important the instrumental music. Both had sacred music(Gregorian chant, Renaissance mass). Both used church modes as their staple fibre scale of music. The cantus firmus (Melody used as the basis of a polyphonic choral) was used in both periods. Contrast Musical activity gradually shifted to the courts in the Ren. Musicians had high statuses in the Ren. Ren music sounds fuller than MA music.Bass register was used for the first time in the Ren, expanding the pitch range to more than 4 octaves. stratagem of the printing press widened the circulation of music, and the number of composers and performers increased in the Ren. Ren music was more about men rather than God. Instruments were used more often in the Ren. Composers were no longer content to remain unknown in the Ren they wanted fame and recognition for their works.Bachs contributions to the Baroque periodBach was the mack daddy of Baroque music. His works show an astounding mastery of harmony and counterpoint, and they are used as models by music students today. With his set of six Brandenburg Concertos, Bach brought immortality to a German aristocrat, the margrave of Brandenburg. In Concerto No.5, Bach uses a string orchestra and a group of soloists consisting of a flute, violin, and harpsichord. This was the first time a harpsichord was given a solo in a concerto grosso. The harpsichords solo at the end of the first movement is spectacular. His audience marveled at this brilliant harpsichord solo within a concerto grosso, and audiences today are still blown away by it.Bach wrote fugues that were the peak among works in the form. In his collections of preludes and fugues, The Well-Tempered Clavier, Back explored with unprecedented thoroughness system s of tuning instruments that enabled a composer to write in all 24 keys, even keys with many sharps and flats. Bach also composed what is probably the most monumental setting of the Roman Catholic mass (Mass in B Minor). It was too long to be performed in a mass, so Bach was just probably being a show-off. Bach wrote about 295 church cantatas. Cantata No. 140 is his most famous.

The West, Middle East And Orientalism Essay Example for Free

The West, tenderness East And Orientalism EssayThe Middle East has become a focal point in the last fifty years because of concerns regarding the kingdoms role in economics, international security and politics. There is urgency in farming peace and culture for the region its linear linear perspective in the worlds oil markets and its role as gateway between Europe and Asia are critical reasons for the interest. There has been an exhaustive amount of writings aiming to analyze and develop solutions for the region developing a consensus to what has to be done has proven to be difficult and even if accomplished, implementation has been problematic. One point of suggests that the difficulty in the region stems from cultural reasons. Orientalists contend that the culture of the people in the Middle East which is predominantly Islamic is one of the reasons for the developing conflicts. The purpose of this root is to survey exist views on this perspective and to mensurate the validity of the arguments presented. In doing so, the paper will be able to define how culture affects the peace, order and development in the Middle East based on historical and current studies of the region.Perspectives of Orientalism The term orientalism was coined to delineate the geographical divide between the Europe and the Americas with Asia. This reflects the more(prenominal) recent use of the west to refer to the occident and east to refer to the orient particularly during the colonial expansion in the 20th century. Though the term was to begin with positive as a geographical term, the more significant application is in its use to imply a cultural divide that in kink is the core of conflicts held against the west.In Coles review of Bernard Lewis What Went Wrong Western Impact and Middle Eastern Response, he cites that Lewis uses orientalism to characterize and develop his insights regarding the Middle Easts situation . Lewis uses the west as a standard to define what is wrong with the policies in the region. The approach is not just used to assess the current state of affairs in the region only when reaches back historically with the study of the Ottoman Empire versus Central and Western Europe.According to Ismael Hossein-Zadeh, orientalist perspectives declare had resurgence after the kinfolk 11th attacks. He considers that development an effort to understand the reasons behind the tragedy and at the same time an effort to develop the protagonists and antagonists of what was to be the war against terrorism. In this light, the Middle East and Afghanistan were modeled according to their difference with the Allies and the roughly distinct difference being the culture of the region .Stefan Lovgren reflects that this view of the Middle East is steeped and history as evidenced as far back by the Crusades . Ideologically, there are significant similarities in the ticker ages, the focus was to deliver the region from the domination of Arabs of Chr istendoms birthplace and today, the objective to liberate the region from the supporters of terrorism. Evaluating Orientalism In Edward W. Saids review of Samuel Huntingtons article The impact of Civilizations he criticizes the War of the Worlds scenario presentation of the cultural and religious conflicts .Huntingtons approach is distinctively orientalist because of his use of cultural or civilizations to illustrate his theories. Saids view is that Huntington is only reinforcing defensive self-pride than for critical understanding of the bewildering interdependence of our time . One of the key difficulties in orientalism is that there seems to be too much focus on superficial differences. This is not to imply that cultural differences get under ones skin to be considered but rather, there is little historical perspective given to the economic, political and strategic factors.For example, Nanda Shrestha and Kenneth ancient reflect that the current conflicts between the West and the Middle East and all other conflict in recent history belie a ii hundred years of good relations in harm . Using an orientalist approach, one culture or group is evaluated based on what is considered a more superb culture. In such a scenario, one group ultimately is considered to be superior to another thus its use as a standard.This then(prenominal) leads to conflict because either of the perception that a culture is being judged as inferior or because of the action on enforcing judgment or the will of the superior nation to the other in what is seen as in consideration of the interest of the other. It should be noted that this is not the motive of orientalism but is often used as the justification of extraterritorial action not just in the Middle East but the rest of the world as well. Conflict and OrientalismCole points start that one of the difficulties in orientalism is that it tends to lumps together issues and then gives it a cultural or ethnic label that rarely repre sents all the individuals involved in the issue. According to him, when the terms Middle East is used the connotation is of Islamic insurgency which does not represent the majority of the countries in the region in either religion or sentiment . Bernard Lewis considers the current points out that this has lead for Moslems to fell that they are being persecuted and has led to resentment and mistrust of the west, particularly the United States .The cycle then continues on with Middle Eastern leaning towards orientalist views in dealing with other countries. Which, to be expected only further encourages conflict and misunderstanding among the parties involved. In Shrestha and Grays evaluation of Huntingtons article clash of civilization theory is that it should be considered as an ideological work underpinning a neoconservative agenda for a global American Empire than a work of scholarship or accurate representation of historical reality .Evaluating the Conflicts Lewis suggests that th e evaluation of the conflicts should not focus so much on the disparities suggested by orientalist but rather on the competition because of common interests in terms of economy, politics and security . His view is supported by Lovgren whose study of the metropolis of Jerusalem, one of the most contested cities in history and a goof microcosm of the region, reflect that history has shown that various cultures and civilization have co-existed well enough.He cites that most conflict has developed from territorial, economic and political disputes rather than from cultural differences . Furthermore, Kunihiko Imai that there has been greater tension not only in the Middle East but in the world as a whole because of greater exposure and interdependence among nations . Common stakes and conflicting interests are considered as one of the briny causes of conflict. The discrepancies between the developed and lesser developed countries is creating tension and brings to the surface questions reg arding the fairness of todays global economics and politics .At the same time, J. J. pantywaist points out that there is withal realization that issues like terrorism are global issues that have gained the attention of the international community that may not inescapably be in the interest of some countrys sovereignty . Nance uses as an example the aviation industry which has been among the hardest hit after the September 11th attacks the aviation industry is typically one the highest grossing industries of any country, generating billions of dollars in tax revenue.Educator Henry A.Giroux also points out that the conflicts that develop can also be attributed to the lack of cultural literacy which is the development of context and understanding of other cultures which has created politics of difference that gives little margin for real communication . Hossein-Zadeh supports this view he believes that there has been little effort in addressing the root of the conflicts and religion and culture are used as a convenient scapegoat for the conflicts . There is no denying the impact of culture and civilization. It affects all aspects of society, creating the dimensions and forces that shape individuals .Orientalists perspectives have merit in that societies have their own motivations and capacities that either allows them to become more developed than another. However, considering communication and technology today which has created unprecedented channels for global interaction the distinction of what the West and Middle East encompasses is becoming blurred. As much as one would requirement to consider the Middle East as a far off and alien region to the West, the irony is that most recent leaders of the region have been educated in the West .Conclusion It is easy, if not convenient, to use cultural or regional characterizations to explain conflicts but this provides little option for the creation of satisfying solutions. The real albeit more difficult issues t o deal is whether there is fairness in economic policies whether there is basis of foreign military presence whether there is religious, racial and social discrimination whether there tolerance for differences and whether issues are not being misconstrued because of differences in perspective or objectives.There is little consideration of the underlying issues that was created the existing status quo and leaves too much to speculation and assumption. Therefore, any attempt to tackle with the issues in the Middle East must not be limited to this perspective and if used, should not consider it as indicative for the region. In conclusion, issues can not be fully assessed and solution can not be fully developed from orientalist perspectives alone. These perspectives consider only a snapshot of the issues that have to be dealt with.Referencehttp//www.freerepublic.com/focus/f-news/533230/postshttp//news.nationalgeographic.com/news/2004/10/1028_041028_jerusalem_conflict.html

Positive And Negative Effect Of Globalization On China

Positive And Negative Effect Of Globalization On chinapresentation todays realness is a world of sphericalization. Every county in this world is directly and indirectly influenced by globalisation. The world globalization means public from the several(predicate) part of world connected together. There is a flow of money and knowledge between them. They give notice go beyond their geographical boundary. The goods and service which cause by one estate can be consumed in all over the world. This truth has been called globalization. It is a system which linked various nations to promote global prudence. Globalization carry chance and profit with it, solely it depends on the nation how they argon ta poove it. The advantages of globalization set out been taken by much country care china. They accept domestic strategy which permit their civilian to get promote global market which helps in increasing their gdp.As there are two mettle of coin, globalization cans also establishs in two ways. Either its positive or negative. There is positive and negative ready of globalization in china. Which we will mention below.Ambekar,Y.(2010)Effects of globalization in chinawe are going to see the effect of globalization in china. First we yield to know about the condition of china. China is a largest country in term of population which is nearly 1.3 billion. There are the availability of specious dig up and less manufacturing cost in china. That attracts number of foreign investment. imputable to this foreign investment china has decrease its poverty . china is running by the communual political science . although driven by communist china plays a major role in following werstern approach as their strategy to develop their economic return by becoming an efficient player of globalization. In 17 september 2001 china joined the world trade organisation aft(prenominal) following cardinal year for the status.www.bizcovering.com(2010)Globalization has made many possi tve impact of china.They are as follows-1. Economic growth- as per the statistics if 2003 china made nearly 1413us billion dollar which have a bun in the oven it in sixth posotion.during 1965 to 1979 the gdp of china grew with 6.4% but after entering into a global market china made its gdp nearly 10% in 1980 to 1990. In 2005 its stated that the industrial production in chin is outgrowthd by 15% while consumer demand is increased by 10%.2.economic development- as per the index shown by human development china ranked 94th and according to the chinas current scenario only the 16.6% of popultion is in poverty. Which is deceasing continuing decreasing in bear 23 long time.3.increase in savings- us dollar 560 billion was the saving deposit of the civilians in china in 1997 which is around 218 times much than that in 1978. Which is 32% increases in this particular gap of year. Apart from this currency saving, stocks and debentures and the financial asset in also increases by us dollar 725 billion.4. repair in tourism, exporting and import - in 2003 when china takes the membership of wto this made china a more attractive country. People from all over the world come to berate china. Many big entrpreneur come here to invest in china. In 2003 export in increases around 32.3%and import is 40.5%. and tourism industry also increases by9.7%.5. improve in life styele and increasing employment opportunity- the best effect of globalization for the developong country like china is improving in the life agency . the living standard of all community in that country will drasticaaly inmroved. The employment oppurtunity for public in developing country is also increases by the effect of globalization.Despite of possitve effect of there globalization there is more or less nagative effect too. They are as follows-1.as there are possitve effct of globalization there is negative effect too. Develop country out source thier business to developing country.because of the low manufa cturing cost and cheap labour available. So the persons in developed country leaving thier job receivable to this out sourcing2.convictor and child are working in manucturing units due to cheap cost. This commits to the exploitation of the labour. Health safety and hygine has been neglected to produced cheap good.3. due to this globalization there is a insecurity in jobs. now the jobs are not permanent. There is a competion in works ehich results to the decrease in engage due to the fear of job losing good deal start working in low wages.4.where there is a poor check in pollution. By establishing a plant or an idustry there is a increase in the pollution in that particular area which effects the environment. And in todays scenerio plants and industry are compete a important role in global warming.5. there is a great chance of catching hazardeous diseases like hiv/swine flu due to the rapic increase in the travelling of foriegn tourist. People suffering from their native country bring this type of diseases to the country where they visit.6there will bre increasing in the human trafkling. due to this globalization thousand person move from one country to another country which increases in conjuctin in human traffic.7. due to the effect of globalization small home base industry or medium sized industry has been taken by the huge mnc or large scale industries. There is a less oscilloscope of cottage and small scale industry in the world of globalization.8.multinational companies which are previously not allowed to intervent in politics now poke their nose in political jaudgement.9.as there are rapid increase in fast moving consumer good companies like mcdonalds and kfc. Due to this people consume lots of dust food which adverly effect in thier health.Pillai,p.(2010)this all are the positive and nagative effect of globalalization which impacts on china.gloabalization is a channel which helps in binding the gap betwwen the nation but also we can not neglect the nagative effect of it. terminationThe role of gloablization in todays world is very vast. China a world largest economy which entered into a wto membership few year ago get benifited by it. As every coin has two face there are also well-nigh nagative effects of globalization which we cant ignore it. In todays world gloalization is necessary for prosperity and development of nation.RefencesAmbekar,Y.(2010)onlineAvailable on urlhttp//www.buzzle.com/editorials/8-17-2004-57988.aspaccessed on 5april 2010www.bizcovering.com(2010) onlineavailable on urlhttp//bizcovering.com/business-and-society/globalization-and-its-impact-on-china/accessed on 5 april 2010Pillai,p.(2010)onlineAvailable on urlhttp//www.buzzle.com/articles/negative-effects-of-globalization.htmlaccessed on 31 march 2010Thesis statementThe negative effect of globalization is more as compare with its positive effects. I going to explain the negative effect of globalization. Due to globalization the following point has been arises in china. They are as follows/-Due to globalization there is a increase in the traffic of the people.Due to globalization many small scale and large-scale industries has been taken by big mnc.Globalization makes mnc to interfere in political issue of the country.In china where there is a cheap availability of labour and to produce cheap there is no strict action in working of child and a criminal in a particular industry.In today world where there is a problem of global warming by establish more and more plant it create environment pollution.Much fmcg company like mc d and kfc which started their product in china they sell junk food people are going to habituated with that which effects their health.There is an insecurity of a job due to this globalization competition is increasing peoples are agree to work in low wages also which create insecurity for the people.Due to globalization person Cumming from antithetical part of the world carry different types of diseases like H IV or recently we seen swine flu which effects lots of people in other country.There is an open chance for terrorism by this they get chance to get the information about a particular country. they can use net for communication.Pillai,P.(2010)ReferencesPillai,P.(2010)onlineAvailable on urlhttp//www.buzzle.com/articles/negative-effects-of-globalization.htmlaccessed on 6 april 2010Report writingTitle choose a company that has recently started marketing strategy in china. Outline thier marketing strategy and discuss the problem they have encountered. Your report includes suggestion for overcoming these difficulties.Executive summary china one of the biggest economy in term of population. Burger king one on the popular fast food company recently started its business in china. It is already 20 years late than its competitor McDonald and kfc.Burger king have adopt different policy to capture market in china. There many problem which they have face recently and there are some suggestion gi ven by us to overcome this problem which we will see in below problem.Introduction burger king one of the famous fast moving consumer goods company in the world. in united state it is the second largest food chain restaurant after McDonalds. This company has been started by James McLamore and David Edgerton in year 1954. According figure in thier homepage there are 11,200 restaurant of burger king is operating in 56 countries in all over the world. They have recently started their service in china.www.fundinguniverse.com (2010)Methodology the data which is taken in thise report is collected by the articles and journals. aft(prenominal) reading the strategy what they have followed in expanding in thier business in china has been explained here. Much of this has been cover in literature review. The methodolgy is exploratory rather than explainatory.Mainbody burger king has recently started its business in china.the strategy they have follow areBuger kin have been sedreatly started it s small restaurant in shanghai to chek the taste of the chinese.They have poened their two restaurant in airport i.e. bejing and shanghai. Thier strategis is to enter in airport catering industry.further planning to start open in some different air port.They attracts the youth and professional persons only.www.glgroup.com (2006)Problems which burger king faces areTwo major rivalry i.e. McDonalds and kfc already started thier business before 20 yrs..In china daub awareness of mcdonalds and kfc is higher than burgerking.Expasion of business is in very slow pace because it has stated only 12 restaurant in the time span of iii years.As compare with mcdonald they generally closed at night.www.chinaretailnews.com (2008)Suggestion for overcoming this problem areThey have to increase thier expansion speed.Participate or give sponsirship in some event like olympic.Make scheme which attracts whole falimy not only teenagers or professionals.Like mcdonald they also work 24x7routnine.Use local cornerstone in advertising..Provide some discounts or special coupoun at the time of event.They must make some strong step to make thier brand awarness.As they are managing thier restaurant in US they have to manage in same way in china.Giving proper tranning to develop skills of crew members and mangers.Conclusion burger king is one of the famous chain restaurant group which recently started its business in china. as it is successful but also its facing some tough competition from its rivalry McDonalds and kfc which started their business twenty years before than burger king. There have to make strong strategy to be in a market and overcome their problem.

Democracy Of Goods In Contemporary Consumer Culture Media Essay

Democracy Of Goods In Contemporary Consumer Culture Media EssayThe stipulation commonwealth was defined as bear on access to consumer produces and by depicting the everyday functioning of that democracy with regard to one product at a time, these tableaux offered Americans an inviting vision of their society as an incontestable equalityAccording to Onufrijchuk in Leiss et al 1997 50 the course of the 20th century has seen a bidtic and keep up rise in the real income and purchasing power of the average person in western societies, where most people yield access to a great and constantly changing array of superbs this may rely on the fact why Marchand argued the fact that the 20th century allowed for equal access to goods because individuals for example the work class individual in society were continually earning more, and what better guidance to spend the extra money they have than to buy products that the upper class would usually use, thus, they can then believe that t hey ar having shared experience with the upper classs smack, whereas the upper class are getting furious because they have to continually step for ways in other to differentiate themselves from the other classes. Bourdieu in Gronow (1997 11) argued that the taste of the ruling class is always the legitimate taste of a society, but in his own opinion, this legitimate taste is not genuine good taste in fact there could be no possible genuine good taste. He went on to argue that legitimate taste pretends to be the universally valid and disinterested good taste, whereas in reality it is nothing more than the taste of one particular class, the ruling class. The term Trigg 2001 calls trickle down, leap-frog and trickle down. Taste would be considered later on in the essay in relation to democracy of goods.This could be said as to why Marchand suggested that the early 20th century advertising offered access to goods and a vision of society of incontestable. Schudson 1986 180-181 illust rates better as he argued that there was a young esthesis of scarcity of time, accelerated by the increasingly large array of choices available to people. There was more choice, or a sense of more choice, in part because the newspapers, movies, and radio bought to people a strong sense of other sociable worlds, and other possibilities. The advances in hatful product methods made goods and luxuries unheard of a generation before potentially available to a large number of people. In the supermarket there were more product categories, and at bottom these more brands to choose from. The different media outlets made people think or feel that they had many choices and that they could experience the world of the upper class just by buying certain products to make them blend in to the crowd of the upper class. With the increase of mass production of products, it made it possible for the working class to have the shared experience and for the fact that there was an increase in mass prod uct, goods were produced cheaper. Hence, Marchand 1985 218 arguing that there were no discrepancies in wealth could prevent the humblest citizen, provided they chose their purchases wisely, from retiring to screen background in which they could contemplate their essential equality, through possession of an identical product realise AN EXAMPLE LATERThis can be said to be what is happening in our menstruum contemporary society The advertising parables offered comfortable rather than distasteful truths. They usually sought to persuade more through insinuation than confrontation, and sought unthinking bow rather than active thought or new insight. They encouraged readers to assimilate the product into their present have sexs in order to force them to a decision to live by a different logic. Marchand 1985 207. Advertising products makes the audience feel like they need to purchase certain products and that if they do not acquire the products, they cannot be convenient in their live s, Marchand 1985 207. The parables of advertising promised reads no insurmountable limitations and offered a reality easily within the reach of their hearts desires provide any one with the ultimate contentment (ibid 218) GIVE AN EXAMPLE LATER)According to Marchand 1985 217-218 Democracy of goods is the wonders of modern mass production and distribution enabled every person to enjoy the societys most hearty pleasure, convenience, or benefit. The rendering of the particular benefit fluctuated the cumulative effect of the constant reminders that any woman can and every home can afford was to publicize an image of American society in which concentrated wealth at the top of a hierarchy of tender classes restricted no familys opportunity to acquire the most significant products.Daniel Boorstin in Schudson 1886 181 stated that there was democratization of good. Products that once held some kind of uniqueness to them by existence available only at certain measure of the year or onl y certain parts of the country were increasing available all year-round and throughout the country, thanks to other technological and other social developments. Not only the subject matter of production but the modes of became a continuous processBoorstin argued that products became democratized in three ways. Firstly, they became more standard as they come to be produced for the mass audience. They are easier to handle, easier to do it yourself without great skill on the part of the user both a mediocre take a crap and a great cook make equally good cakes from a cake mix standard products and standard situations for shopping make it easier for the unskilled consumer to avoid embarrassment and to become equal to the adept consumer. Secondly, products become not only more standard but milder and easier to use. They become convenient Convenience is an attribute that has much to do the social uses and social meaning of a product as with its engineering. The more convenient a good, the more it is equally available for the use if men and women, adults and children Thirdly, there is democratization when goods are consumed in increasingly public ways.To liberate from society, we ought and must was not for Marcuse a problem. What the problem the problem specific to society which delivers the goods was that for liberation there was no mass basis few people wished to be liberated, een fewer were willing to act on that wish, and virtually no one was quite sure in what way the liberation from society might differ from the state they were already in Bauman 2000 16One such issue was the possibility that what feels like freedom is not in fact freedom at all that people may be satisfied with their lot even though that lot were far from being objectively satisfactory that, living in slavery, they feel free and so experience no urge to liberate themselves, thus forsaking or forfeiting the discover of being genuinely free Bauman 2000 17is liberation a bless, or a curse ? A curse disguised as blessing, a blessing feared as curse? Bauman 2000 18. other popular addresses for similar complaints have been the embourgeoisement of the underdog (the substitution of having for being, and being for acting, as the uppermost values) Bauman 2000 19. However Gronow 1997 9 argued that taste was an ideal means on making social distinctions. Any parvenu who tried to act as a gentleman could always be put in his strait-laced place by letting him know through small gestures that even though he thinks he is acquainted with the right etiquette, he still does not master the requirements of good taste. This can us be used as a criticism in relation to democracy of good in the sense that even though there was mass production of goods, the working class were not accepted even though they tried fitting in, into the upper class. and then it can be argued that the democracy of goods created an illusion of democracy, as it made working class individualsBoorstin 1993 and others have suggested that mass consumption created democracy of goods. Schudsons account is somewhat different. Yes, goods became more uniformly available, more standardized, more convenient, and more likely to be consumed in public ways. Yet, although the goods displayed in a department store are in opening available to everyone, in practice they are available only ot those with the resources to make the purchase. Schudsons analysis reminds us that the displays of mass consumption creates a democratization of desire and look up to (1984 pp 181, 151)Advertising reached its modern form around 1900 rather than simply describing products technical virtues, ads increasingly addressed consumers deeper concerns. Instead of extolling the cleaning powder of a particular soap, for example, the new ads emphasized the social embarrassment of body odor or the sex appeal of the skin (Fischer 2010 65)The parable of the democracy of goods always remained implicit in its oppose counterpart. It assured readers that they could be as healthy, as charming, as free from social offense as the very nicest (richest) people, simply by using a product that any one could afford (219)The parable emphasized the affordability of the product to families of modest income while attempting to maintain a class image of the products the preferred choice of their social better (221)The most attractive aspect of the parable to advertisers was that it preached the coming of an equalizing democracy without sacrificing those fascinating contrast of social condition that had long been the touchstone of high drama (221)They dressed up Americans wealthy as dazzling aristocrats, and then reassured readers that they could easily enjoy an essential equality with such elites in the things that really mattered GIVE AN EXAMPLE CHERYL COLE ADVERTISEMENT (she worked her way up, the general working class public could identify with her background and where she has come from. Thus suggesting that if they work really dangerous they could get to where they want be and be what they want in society

Strategic Management Of Mcdonalds Fast Food Company Uk Marketing Essay

Strategic Management Of Mcdonalds Fast Food Company Uk Marketing judgeMcDonald Corporation is among the largest chain of devalued pabulum restaurants in the United Kingdom. It primarily sells French fires, chicken, hamburgers, soft drinks and break stiff. This paper draws on the view that McDonalds fast fare slide by to remain emulous in the fast food commercialize niche by virtue of strategical management which sees it improving the taste of sandwiches as intimately as introducing a menu lost that is new for its customers. To understand the success of McDonald over the years, it is important to note the strategic management of the fast food mint in the UK. Part of the strategic drive of McDonalds to increase its competitive edge has been to overhaul the system of food preparation and as evidenced in its new-fang direct food preparation system dubbed Made For You, McDonald developed a mutual relationship with its customers since fresher as healthful as heatableter food a re delivered to customers an prognosis that leads to more consumption of McDonalds food (Stuart et al, 2007). The overall evince in the strategic thinking and management of McDonalds rests on the enhanced flexibility on its customer gain, demarcation personate, reaching and analyzing the strategic edge in light of competitive value and logical argument sector level strategies. This paper seeks to analyze the wider surroundings in which McDonalds operates competition inside the fast food industry, strategic focus, and how to subjoinress challenges that occur within the industry.IntroductionMcDonalds Fast Food Company is among the largest food service retail conjunction. Known for its hot and fresh fries, hamburgers, burgers and soft drinks, McDonalds operates about 30,000 restaurants in over 199 countries. In the UK, a majority of the McDonalds operates on the franchise basis. The strategic focus and organizational management has smirched McDonalds to get by effectively in an already competitive industry and thus edge a competitive base in the industrial environment and enjoy a grocery store niche for its business. Customers visit its outlet on the daily basis beca commit of the expertness of McDonalds to compose a caller-ups image that enhances people to get accustomed to the destination of fats food (McDonalds Corporation, 2010). As such(prenominal), there is an apt customer base which McDonalds uses as a market entry dodging. Together with advertising companies that leaves the brand image in the consumers mind, McDonalds ride out not only to penetrate the market but also expand their market size. As a result, there are a issue of strategies that McDonald builds on to remain competitive in the industry and achieve t business and organizational objective.McDonalds Company OverviewAs one of the largest fast food corporation in the UK that concentrates on burgers, French fries, soft foods and breakfast, McDonalds has in the most upstart i ntroduced salads, snack wraps, fruits and carrot sticks. McDonald is a business that dates back in 1940. It was an bringing close together that grew and became working(a) as the two brothers Mac McDonald and Dick opened a restaurant in the United States (Walsh, 2009) .The first McDonalds operated on the principle of modern fast food restaurant which later spread across Europe. The present McDonald is as a result of the successful expansion of the McDonald into a host of fast food markets. The company has become the symbol of globalization and it prominence in the UK is based on the concept of consumer responsibility as wholesome as corporeal ethics (McDonalds Corporation, 2010). Essentially, McDonald serves nearly one million customers invariablyy day.Business Environment and Analysis of McDonaldsThe environment in which McDonalds operates is very competitive that managers have been forced to adopt a strategic framework upon which they exercise their ability to identify, culti vate as well as exploit the core competencies that ensures that there is business and market growth. Thompson (2005) asserts that in order to perplex at this strategic threshold, McDonalds as a corporation has been the focus of the strategic policy formulation. In addition, Brown (2002) points out that there is no way in which the organization can exist in the vacuum. In this sense, McDonalds operate within a competitive environment and the foundation of its strategic management rests on its ability to analyze its competitor in the fast food industry. As a result, this not only enables McDonalds to realize its strengths and weakness but also help it to excogitate a position on which it identifies the opportunities that are present for the organizations well as the threats it can face from its wider industrial environment. This strategic analysis best positions McDonalds in its market niche and is thus a strategy that reflects the best march for McDonalds strategic management.The c ompetencies exhibited by McDonalds form yet another aspect of its overall strategic management. Parsa (2002) contends that as one of the largest food chain companies in the UK, it defines its success from its strengths and opportunities. This is the distinctive competitive strategy that enhances the corporations competitive advantage in the market. A case in point is the financial opportunities, market leadership, image of the company to the market as well as the relationship between the company and its customer forms the strengths as well as opportunities than McDonald has achieved on its wider strategic management fancy.To achieve an enhanced and more scratchable market niche, McDonalds creates a successful image in the customers minds and draws from it mission and vision assertion to introduce to widespread customers a culture of fast food. This is evidenced by the fundamental concept that it serves over one million customers in UK per day and continues to add on its menu a new list of fast food items prepared. Furthermore, customer wield relations, delivery speed as well as spicy hygienic conditions make the basic strengths on which McDonalds expands on. Cole (2003) articulates that McDonald has created a corporate symbol that is reinforced by the advertisement campaigns in the UK. Accordingly, it builds on this pedestal to foundationally realize a brand image that has remained in the minds of millions of people living in the UK. As such, the brand image positions McDonalds an edge higher than its major competitor in the food chain industries and its selling strategies successfully addresses important business operations factors such as internal resources and the core competencies in relation to the external environment in which it operates (Kendrick, 2008).Moreover, business analysts have maintained that the product value of McDonalds has contributed to the strategic focus of its operations. With regard to this, customers are aware of what to expect from the McDonalds restaurants whenever they visit the McDonalds. This gives emphasis on the fact that human resource draws their satisfaction from satisfying their customers and keeps the employees ready to adopt the innovative strategy of the company where they introduce newer products in the market in a bid to remain on edge with the newer tastes and trends of its customers and market size. The diversity of McDonalds into other related business forms the framework on which economists regard the McDonalds as the successful corporate group within the fast food industry (Enz, 2009).Competitive Environment within the Operations of McDonaldsEvery fast food restaurant operating whether as an organization or individual business is aimed at creating a new wave in the performance all aimed towards implementing and sustaining the brand quality and the innovation of the business plan. Many fast food restaurants in the UK continue to analyze the external as well as internal business opportu nities and therefore develop marketing plans that see them with a major market shares. These make food chain industry a very competitive industry in the UK. According to Hetrick et al (2006), McDonalds appreciates that competition for market regularize is stiff and has tasked its management to constantly communicate, compare their services with those of other fast food restaurants and finally improve on their service delivery and incorporate the developments of technology such as the internet to basically motivate their clients and improve on the overall center performance.In addition, many fast food organizations undoubtedly enhance their food production which makes it futile to use the product quality alone as the marketing strategy. As this may create a scenario where you are rated average, McDonalds has gone a notch higher in edging its competitive advantage by modifying every marketing and business strategy to suit its vision statement. As such, Heath and Palacher (2008) arg ues that bearing in mind the already available resources is one point towards success but making use of all the primary competencies has enabled McDonalds to sustain its place in the competitive market. Accordingly, as the chief executive officer of McDonalds said, the world has extensively changed and so have the customers. This calls for a dire need for any business organization to change in light with the customers change (Walsh, 2009).McDonalds Competitive Position within the Food Chain intentnessMcDonalds has achieved the title of the leading and largest fast food restaurant in the UK from its overall strategic management concept of sustainable competitive market. With emphasis, this strategic policy has been down the McDonalds ability to make it difficult for other food chain industries to penetrate its stronghold marketplace. Hill and Jones (2007) explain that McDonalds competitive position is attributed to its dynamic customer care relations, brand imaging, cost structure as well as its patent. With regard to this, the organizational as well as the managerial process has centered on sharing coordination and integration to formulate policies that drives the McDonalds on the pedestal of success. Believing in the customer and product value, McDonalds has created a situation where every employee strives to work for the common goal.Similarly, McDonald, through with(predicate) its strategic management has demonstrated its strength in being able to learn and execute changes according to the needs of the markets. From this conceptualization, it has commanded a competitive position by being flexible to change within the milieu of technological developments and customer trends (Stuart et al, 2007). As such, Kendrick (2008) further postulates that a case in point for McDonalds success and market position falls on the paradigm of its long time organizational culture of concentrating on its advantage such as organizational behaviors as well as expertise to achie ve success in every aspect of its objective. In the past, McDonald paid little attention on the concept of competitive advantage and thus even though it opened many outlets across Britain, its revenue did not change to the better.The structural, technological and financial assets are the excellent market position of McDonalds. It therefore follows that McDonalds not only identifies but also implements these assets in the right direction in a bid to improve the services of the company in the market. Bordering the advantage on the vision which guides the company, McDonalds draws its strengths to achieve the competitive position by being committed to the sustainability of its vision. For example, bearing in mind that a brand or product revolves around the companys vision, McDonalds works in lieu with this concept and thus attributes its competitive advantage on its faithfulness to the mission, vision and goals as well as objectives of the organization (Thompson, 2005).In light of this, McDonalds operates on the guideline of serving those people who have little or no time to cook an therefore provides a resolving of a proper restaurant. In this case, the vision provides not only quality products but also quick service and desirable satisfaction among its customers.The sustainable competitive advantage has undoubtedly meant well for the McDonalds and implementing these strategies is based on incorporating the best value strategies which make McDonalds unique and hard to be emulated by its competitors. It is evident that competitive advantages has helped and continue to help McDonalds to realize a great investment through an integrated, intelligent and dynamic human resources as well as strategic management (brown, 2003). As a result, McDonald caters for the situation where risk attitudes change and entirely vary the environmental uncertainty and volatility. This based on the product, price, promotion and place has provided a good jump point for the competitive po sition of McDonalds. Towards implementing the marketing function, the management of McDonalds constantly employs elements of marketing immingle to appropriate plan on how to achieve the popularity in the market place (Enz, 2009).McDonalds Marketing StrategyMcDonalds is known for its market entry on which it introduces people to the culture of fast food through the employment of emotive and highly persuasive advertisement campaigns. As Hetrick et al (2006) point out, McDonalds uses well structured advertisement campaigns to create a corporate system that penetrates the market as well as expands it. With regard to this, Parsa (2002) notes that McDonalds have redact in place strategies that deal with the growing number of fast food customers in the UK. Towards achieving this, McDonalds emphasizes on customer care, speed in the delivery and high hygienic conditions around the McDonald premises. Connected with the concept of market entry strategy, McDonalds equally builds on its brand image a factor that identifies it as an independent company. Accordingly, the company has taken into account business environment to achieve a competitive edge based on the service delivery, product and price.In addition, McDonalds have used the diversity strategy in its operations. Hill and Jones (2007) contends that McDonalds uses this strategy to venture into other business a factor that has helped the company to keep in touch with the market trends a mid the rising completion in the food chain industry. Towards this, McDonalds emphasis on health food, introduction of new items such as salads on the menu, changed the overall appearance of the stores among adopting newer strategies. In light of this, McDonalds is able to achieve a competitive position in the marketing environment that is acquiring more competitive by day s a result of entry of new players in the industry.Heath and Palacher (2008) further assert that a readiness of innovations where McDonalds produces new products demonstrate another strategy in use for the McDonalds to catch up with the latest market development. As a result, it is able to respond to the ever changing tastes and concerns of customers. For instance, McDonalds continues to develop new recipes as part of it strategic formulation to cater for the health issues and concerns of the customers in UK.McDonalds continue with the franchising model and employs over 60000 employees in slightly 1200 restaurants. The success behind all theses is typical of the effective marketing strategies that lead to the creation of high demand for fast food (Cole, 2003). The aim of successful marketing rests on making superfluous sales. Understanding the customer as well as the product that fits them has definitely formed the foundation of McDonalds marketing strategy. As hostile to other fast food restaurant whose entry in the market somehow takes the customer for granted and ends at providing quick service, McDonalds exploits the underlying concep t of marketing which draws on the notion that customer satisfaction is the primary business antecedence.Comparatively, many fast food restaurants in the UK are motivated in making profit and although they provide quality services, they miss out on putting their customers satisfaction on the fist priority. McDonalds has created business strategies that aim at fulfilling the creation of customer satisfaction. Fundamentally, McDonalds has invested in understanding the needs of a group or groups of customers in what is called market segmentation (Brown, 2002).As such, McDonalds defines these band of customers in terms of demography such as their age, neck of the woods and gender such that each band of customers have a successfully and specifically tailored products as well as a marketing mix. afterlife Developments in the Fast IndustryIt is important to note that following the market trends of fats food industry, outsourcing of employees may not be effective. It is clear that everythi ng in the present business community outsources but McDonalds should be ready to take care when outsourcing because in future, outsourcing is going to cease in its value following the whole sale idea of outsourcing competencies of the fast food chain store (Hetrick et al, 2006). Towards cushioning the effect of this, McDonald can outsource other business operations but not its core competencies. As such, it will keep abreast with the fact that the benefits of outsourcing which includes knowledge of market offshore, supplier relations and expansion of business operation. In so doing McDonalds will have put in place an order facility to cushion itself against competition, business failure and reduced profit margin.In addition, the question of increased competition will be a future development due to the extensive entry in the fast food industry. As such, McDonalds will have to face an array of market risks as well as other business setbacks. However, what will make it strong and conti nue to enjoy the status of a leading fast food company is the constant formulation and implementation of strategic policies based on its knowledge of the customer needs. In other words, the taste, preferences and satisfactions of the customer should be their constant priority to face this challenging scenario (Parsa, 2002).With the future market function taking a consumer oriented approach, the marketing decisions are care going to be affected by the careful identification of the needs of the customers. As such McDonalds will need to devise marketing strategies that meet the customers needs as well as a business distribution system that bring the brands close set(predicate) to the needs of the customer.Recommendation for McDonalds Future StrategyMcDonalds should in future design a business plan that addresses the social changes spearheaded by the government and consumer groups which border encouraging a balanced diet and thus prepare types of foods that on the nutrition of the cust omer as well as their healthy lifestyles. Essentially, it can also develop a joint venture with other organizations such as the supermarkets in that some of its food is sell in the supermarkets. This comes with the marketing database which will help it to more accurately reach out to specific target groups of consumers. The customer identification could be on the basis of modeling and shoppers profiles a factor which will enhance the prevention of band switching. In addition, McDonalds should focus on the corporate social responsibility and edge closer to those organizations with a value impact on the society (Enz, 2009).Similarly, McDonalds should realize that promotion of its products is not merely an advertising function. It should come up with both advertising campaigns and promotional strategy that is defined by the nature of the market, the size of the market and the tastes as well as preferences of the customers. In so doing, McDonalds should design on the promotional mix tha t address the element of price, product and market in the way the customer will feel obliged to consume the product.ConclusionFrom the above discussion, it is evident that the strategic management plan of McDonalds has positioned it as the largest fast food corporation in the UK. This means that its business model is evidently different form other fast food chains. . Part of the strategic drive of McDonalds to increase its competitive edge has been to overhaul the system of food preparation and as evidenced in its recent food preparation system dubbed Made For You McDonalds developed a mutual relationship with its customers since fresher as well as hotter food was delivered to customers an aspect that led to more consumption of McDonalds food. The overall point in the strategic thinking and management of McDonalds rests on the enhanced flexibility on its customer service, business model and analyzing the strategic edge in light of competitive advantage, business level strategies amo ng others.

King Tutankhamun Essay example -- Egyptian History

King TutankhamunKing Tutankhamun lived over 3,300 years ago during a period known as the impertinently Kingdom. This period of metre was called the New Kingdom because it was when the pharaohs united upper and lower Egypt into one kingdom with the capital being Memphis near current day Cairo. The understanding I chose to write a research paper on King Tut is because he is one of the approximately hearty known pharaohs of ancient Egypt. Tutankhamun is most easy known only by the discovery of his intact grave accent in 1922 by Howard Carter and Lord Carnarvon. King Tut was born in 1343 B.C. into the 18th Dynasty. Early in his life Tutankaten meaning the Living Image of the Aten changed his name to the well-known Tutankamun meaning Living Image of Amun. Tutankhamun began his education at the young age of four attainment first to read then to write. He was probably often found himself playing the ancient board game of Senet. The young pharaoh was involved in many an(prenominal) s ports such as swimming, fishing, and hunting. His passion was in hunting waterfowl, hare, gazelle, ibex, antelope, and ostrich. By the time of his death he had acquired forty-six bows the largest of which measured six feet in length. King Tutankamun became the pharaoh at the young age of nine years old. He ruled over a troubled country that was in chaos because previous dynasties had alienated their gods. The hatful loved and adored their young king. Since he was so young he had powerful and experienced advisers mainly Ay and Horemheb the commander-in-chief of the army. During King Tuts reign he and his powerful advisors propriatated the gods and restored the theology and traditional art styles of the early pharaohs as well as rebuild the temples of Amun. King Tut also moved the capitol to Memphis near modern-day Cairo. Being the king of the most large and powerful empire in the ancient world also came with some perks. The dressing of Tutankhamun was a ritual event carried out in breast of expert courtiers. Some items that were found in his tomb were sandals, necklaces, jewels, kilts, and some undershirts with embroidery around the collar area. Such simple garments would take up to 3,000 hours to hand craftsmanship by some estimates. The wearing of gloves by the Egyptians was very rare and reserved for the upper class. Tut had 27 pairs of gloves some of which bore stitching that wasnt reinvented until the 18th century. This ama... ...paintings as well as the coffin of King Tutankhamun. Before the opening of the tomb novelist Mari Corelli gave a public warning that there would be dire consequences for anyone who entered the sealed tomb. Then except seven weeks after the official opening of the tomb Tutankhamuns Curse struck. On April 5th, 1923 Lord Carnarvon died and all sorts of links were found such as all the lights in Cairo went out at the same time of his death and also back in England his dog was said to have howled and died at the same time as his owners death. King Tutankhamun has always been and will always be the first pharaoh that I think about when I think about ancient Egypt. His tomb and its treasures symbolize Egypts greatness and multiple centuries of prosperity. BIBLIOGRAPHY Books Egypt Land of the Pharaohs By the Editors of Time-Life Books Published By The Time Inc. Book Company Copyright 1992 Ancient Civilizations By Christopher Scarre & Brian M. Fagan Published By Addison Wesley Longman, Inc. Copyright 1997 Websites www.homepage.powerup.com.au/ancient/ www.kent.wednet.edu/curriculum/soc_studies/Egypt/ www.geocities.com/TheTropics/2815/tut.html

European Settlement of the Americas †The True Story :: American America History

European Settlement of the Americas The True StoryOne of the most important events in the tarradiddle of the last half millennium is the European discovery of the Americas. The traditional story of the contact explains the Europeans eventual success by crediting the superior technology and military artistic production of the Europeans. If the traditional story mentions luck at all, it is in explaining the Europeans good fortune at finding such a sparsely populated pristine continent. succession it is true that European ship technology was more sophisticated than that of the native peoples of the Americas, European conquering and exploration of the Americas was as much the result of three non-technological factors as of the sophistication of European ship technology. The first was Europes sexual intercourse unobtrusiveness in comparison to the Middle and Far East, the second was macro-evolutionary factors such as geography and relative lack of natural resources, and the third wa s plain dumb luck.Europes biggest motivation for western exploration was a desire to access guile with the Far East. It was the continents relative backwardness that prevented their achieving this access through eastward movement. The land route to the Indies was blocked because of European in efficacy to compete with the Turks, whose Ottoman Empire stretched across the main trade routes. Carlo Cippola remarks on the irony that as Europeans were expanding on the sea, on her eastern border she was spiritlessly retreating under the pressure of the Turkish forces. (Note 1) As a result, European nations who wanted the ability to trade with China and the rest of the Indies for goods such as silk and spices were forced to find another route, since they were not strong enough militarily to fight the Turks on land and run into access through the Middle East.The second factor of backwardness that spurred westward exploration was the fragmented nature of Europes political system. Because t he continent was home to many fail and competing nation states, each country was forced to find its own route. This competition also increased the desire for Eastern goods, since these goods represented wealth and thus the ability to pay for expensive wars and triumph over neighboring states. If the European continent had been one united body politically, the desire for Eastern goods might have been less, and westward exploration of the Americas might never have occurred since all of Europe could have benefited from the Portuguese route to the Indies around Africa.