Nanophase Marketing strategies

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Nanophase Technologies Corporation

What is the market strategy of Nanotechnology during the time of the case?

Nanophase Technologies is an industry-leading nanocrystalline materials innovator and manufacturer with an integrated family of nanomaterial technologies. Its market strategy can be explained as under

Target market Even though Nanophase started as a research and development unit and its major revenues came from government research contracts, it transited itself from an R & D unit to a commercial enterprise. Thus, its target market were the businesses which were involved in manufacturing and production of products in diverse processes like personal care, sunscreens, abrasion-resistant applications, environmental catalysts, antimicrobial products, and a variety of polishing applications, including semiconductors, hard disk drives, and optics. Out of these the largest product market for Nanophase was zinc-oxide powder, which is used as an inorganic ingredient in sunscreen, cosmetic and other health care products produced by the BASF cosmetic chemicals group. Sales to BASF cosmetic chemical group accounted for 75.5% of Nanophase's revenue. Besides this, Zinc-oxide is also used as an ingredient in Dr. Scholl's foot spray to act as a fungicide and prevent the nozzle from clogging. The company expects the market potential for its products in this sector (health care and cosmetics) to be about $45million.

Product Nanophase makes use of nanotechnology to produce nanocrystalline particles in powder form using metallic materials such as aluminum, cerium, copper, iron and zinc.

The two of the most important technologies Nanophase uses are Physical Vapor Synthesis (PVS) and Discrete Particle Encapsulation (DPE). It is because of the PVS process that Nanophase is able to produce nanoparticles with properties that are highly desirable to customers. These properties help the product create features like spherical, nonporous particles of uniform size and large surface area, particles virtually free of chemical residues and particles that flow freely without clustering together.

The DPE process provides nanoparticles specific characteristics such as preventing the particles from sticking together or enabling them to be dispersed in a fluid or polymer to meet the specific customer needs.

Besides this, the company also uses the PVS process and the NanoArc Synthesis ™ to custom-size the particles for a customer's application.

Thus, from the above we can clearly see that the Nanophase is a customer centric company and is always trying to match the needs of its customers.

Nanophase produced chemicals and materials that added quality to the products the manufacturer (Nanophase's customer) produced. At the same time its products had other benefits like it helped reduce the cost of producing the final products for the manufacturer, improve customer satisfaction etc. This statement can be justified by using some of the chemicals and materials Nanophase produced, as an example and understanding their attributes. This has been explained below

Nanophase produced zinc-oxide powder as an inorganic ingredient in sunscreens, cosmetics and other health care products produced by the BASF cosmetic chemical group. These zinc-oxide formulations when added to sunscreen the specially designed particles allowed harmless light to pass through the sunscreen while the ultraviolet light bounces off the particles and never reaches the skin. This is an example of the quality products Nanophase produces.

Nanophase also helps manufacturers to decrease their manufacturing cost by replacing the expensive palladium chemical to cerium dioxide, (a cheaper chemical), which is used in the converters to reduce exhaust emissions in cars.

Nanophase also provides manufacturers with the technology which is used to make transparent sunscreens into ingredients for coatings designed to improve the scratch resistance of high gloss floor coatings, vinyl flooring and counter tops. Apparently, nanoparticles fit so tightly together that they make vinyl flooring up to five times more scratch resistant than existing products. This helps increase customer satisfaction and also improve quality of the products.

Promotion Nanophase made extensive use of direct marketing strategy in order to increase demand for its products and also identify potential customers. The company's CEO believed that in order to be successful it was very important that Nanophase have a very close relationship with its customers.

It is very important that customer expectation be met or else it would be very difficult for the company to survive in the long run especially in the future when the competition will be massive. Hence, the company formed teams to identify an unsatisfied need and apply the company's proprietary technology and products to solve a problem. The company was also engaged in ongoing research, technology licensing and strategic alliances to expand revenue.

The company also used a business development team to work on nanotechnology applications with new customers. The activities of this team included evaluation and qualification of potential markets, identifying the lead customer in each market and the development of a strategy to successfully penetrate a market.

Such teams helped the company form a partnership with its customers to create solutions to customer problems, meet their expectations and satisfy their needs, improve relationship with them and intern try and retain a customer in the long run.

Besides this, the company also made optimum utilization of opportunities of a prospective customer. For instance when a customer made inquiries through different media sources, the company followed up on these inquires to determine the needs of a customer and tried to solve his problem by proving a nanotechnology solution. The company also developed its website in order to use emarketing as a tool to inform potential and existing customers about its latest innovations and services. Besides this, the company also used sampling as a strategy to market its products. The company permitted the potential customers to experiment with small research samples of nanoparticles. Hence, the company never left any opportunity to wholly market its product to a potential customer.

Place (distribution) Since the company was marketing its products directly to the customer especially in the home market (domestic market), it was selling its products directly to the customer. The company organizes tradeshows, presentation, technical conferences etc to market its products and also sell its products to the customers.

In the international market (and some selected domestic market) the company was selling its products through trained agents and distributors. Since the company's products were made from nanotechnology it was very important that distributors and agents have the adequate knowledge before selling the products. Therefore, proper training was essential. The company tries to use experienced sales agents in selected markets as they believe that this is a fast and cost effective way of increasing the company's sales.

Besides this, Nanophase has its own website (www.nanophase.com) which is used as a very important source to market its products and also increase sales of its products. The company has different sections in the website which gives information about the various products of the company along with its attributes. Hence, it proves to be a very useful tool for selling products to the potential customers.

Price Nanophase presently, does not face a situation where the competition in the market is so intense that the competitors will have to cut prices. Besides this there is no doubt that any firm using nanotechnology will have to go through very heavy research and development cost. Also, a well trained staff both for manufacturing and selling the product are also key essentials for any company to improve the quality of its products and meet customer expectations. Thus, nantechnological products would be priced at a premium rate.

Since Nanophase has its advantage of being the only firm which is capable of producing substantial quantities of nanoparticles to rigid quality standards and the company is also acknowledged by industry peers as the world leader in commercialization of nanomaterials it can price its products at a very high price. But since the company is making losses since the last few years because of the recession in the economy the company cannot charge very high prices. Besides this, Nanophase clearly knows that the future competition is going to be very intense as companies with better technical and financial resources will be entering the market. Thus, it is very important that the company try and retain customer loyalty to face future competition. The company does not want to be in a situation where it is loosing potential customers because the prices of the Nanophase products are very high. Therefore, even though the company is providing excellent quality products, with excellent customer satisfaction it cannot charge very high prices.

The products Nanophase sells are premium products but looking at the present market scenario it is not possible for the company to charge equally premium prices.

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Argumentation

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Essay , Argumentation, Example, Draft

Has science and technology given mankind the illusion that we are gods? In her article "Global Warming Right Now," Kathryn Schulz maintains that humans will manage to survive the worst effects of worldwide catastrophe. First she agrees that human intelligence makes us more adaptable than fish and secondly she agrees that the climate will adapt to pollution. I disagree with Schulz on both of these conclusions.

On the first point, Schulz presents Henry Jacoby's opinion on global warming. "'Look at it this way,' says Henry Jacoby, co-director of MIT's Joint Program on the Science and Policy of Climate Change. 'Global warming is going to cost us, but we're more adaptive than trout. We'll survive.'" (Schulz 7) Jacoby maintains that humans can adjust to change better than lower life forms. Schulz agrees that intelligence and technology will save the human race.

I disagree with Schulz on this point. Humans have existed on this planet for only two million years; whereas, fish have been adapting and evolving for a hundred times that long. Advanced civilizations have disappeared many times throughout history due to natural disasters. Our technology is no match for the force of nature. I believe that too many people, including Jacoby and Schulz, feel our intelligence excludes us from natural selection.

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Tim Burford disagrees with me. He believes that the waters will be affected first and that fish will not have the time to adapt to the changes. He believes that these changes will not affect the human race. Burford thinks that when the waters begin to show the adverse effects of global warming that the government and scientists will still have time to fix everything and save humanity from disaster.

I think that Burford does not see the reality of the situation. If the effects of global warming manage to wipe out a species before we decide to react to it, there will be no quick fix. Also, the changes have already had adverse effects on the human race. Droughts have destroyed many crops. Populated islands are being swallowed by rising sea levels. And deadly viruses, which thrive in warmer climates, have found their way into the United States. Burford places an unwarranted amount of trust in political leaders and scientists who serve their own hidden agendas.

On the second point, Schulz presents Schneider of Stanford's opinion on global warming. "Stanford's Schneider puts it this way 'What we do in the next thirty years will precondition the climate system. If we keep our emissions from growing, or increase them slowly, we may be OK.'" (Schulz 7) Schneider maintains that we only need to slow down our release of pollutants into the atmosphere and the climate will adapt to us. Schulz agrees that no drastic changes are necessary to save the planet.

I disagree with Schulz on this point. It has only taken the human race about two hundred years of pollution to bring us to the brink of destruction. If we continue, it will drop us over the edge. What is a preconditioned climate? This implies that the climate will get used to pollution and stop behaving erratically. Climates do not adapt. Six billion people polluting the atmosphere at a reduced rate will still release a phenomenal amount of toxins into the air. I do not agree with Schneider and Schulz's estimation of the situation.

Burford disagrees with me. He believes that scientists can eventually develop technology to recycle the pollution already in the atmosphere and use it to our advantage. He believes we still have plenty of time to develop this technology. He does not believe the current pollution has placed the atmosphere into a critical condition.

I think that Burford's view focuses on science fiction. He has too much faith in the abilities of science and technology. Tim has this comic book vision of supermen saving the world at the last possible moment. Scientists have studied destructive weather patterns since the beginnings of science and do not have any more power than a fabled rainmaker. Burford's view is hopeful but unrealistic.

I absolutely do not agree with Schulz's assessment of the durability of the human race. I do not agree with Schulz that humans can adapt better than other life forms. I also disagree with her belief that we do not need to make drastic changes to save the planet. The statements of Jacoby and Schneider, presented by Schulz, imply that humans can control nature and the elements. Without drastic changes now, we will discover that rather than gods we are merely fish with toys.

Works Cited

Schulz, Kathryn. "Global Warming Right Now." Rolling Stone Feb 00 5-7.

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The factor that affect the rate of a reaction

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The Factors That Affect the Rate of a Reaction

Planning

There are different factors which can affect a rate of a reaction such as

• Temperature

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• Surface area

• Concentration

• Catalyst

Concentration If the concentration of a solution is increased there are more reactant particles per unit volume. This increases the probability of reactant particles colliding with each other

Pressure - If the pressure is increased the particles in the gas are pushed closer. This increases the concentration and thus the rate of reaction.

Surface Area If a solid is powdered then there is a greater surface area available for a reaction, compared to the same mass of unpowdered solid. Only particles on the surface of the solid will be able to undergo collisions with the particles in a solution or gas.

In this experiment I will be looking significantly at concentration how it can affect Sodium thiosulphate in a solution, the rate of a reaction will increase.

From my previous work I learnt that

In a cold reaction mixture mixture the particles are moving quite SLOWLY the particles will collide with each other less often, with less energy, and less collision will be successful.

Increase in temperature faster speed…

More collisions.....

If we heat the reaction mixture the particles will move more QUICKLY the particles will collide with each other more often, with greater energy, and many more collisions will be successful.

Preliminary work we conducted a similar experiment to see how long a liquid would take to go opaque when you varied the concentration of acid, water and sodium. I know that this pre-test will help me because now I know the right amounts of solution, water, hydrochloric acid and sodium sulphate.

To make sure the experiment is fair I will perform the following procedures

• • There was a constant volume in all of liquid in all of the experiments.

• • Completely rinse all of my apparatus. I will do this so I remove all the particles from previous experiments allowing for the right concentration.

• • I will make sure that all the chemicals are measured correctly for accurate results.

• • I will not stir the chemicals at all, and try to move them around as little as possible, this is to prevent any unwanted collisions which may speed up the rate of reaction.

• • I will make sure that the measuring cylinders are not mixed up for the Hydrochloric Acid and Sodium Thiosulphate.

In each of the concentrations done or temperatures the time will be in seconds and will recorded times, this will be done so a mean average can be taken for accuracy in the results. In the group there will be three people watching the solution go cloudy and for the 'x' to disappear and the timer will not be stopped until every one had agreed that the 'x' had disappeared completely. The flask that the experiment will be done in will be washed out so that the acid and sodium thiosulphate has all gone so the result will not be affected thus making it less accurate. We will take great care when measuring the solution in the meniscus.

In this experiment I will be using a stop clock, measuring cylinder, graduated pipettes and test tubes, conical flask, and a piece of paper with an 'x' on it.

The apparatuses we have used were 4 beakers, sodium solution, hydrochloric acid, water, measuring cylinders, and a ruler.

Safety Goggles will be worn at all time because strong acid is being used and no running at any time

First I will measure the right amount of both Sodium Theo sulphate and hydrochloric acid then I will add Sodium Theo sulphate to conical flask if I need to heat to the right temperature. Then I will put the flask down on the cross then I will add hydrochloric acid and begin to time. I will measure at least results from room temperature. I will do this twice this also makes my result more accurate... There is also the problem on when to measure the temperature at the start of it, I have decided to plot rough graphs to make sure that the results fit a line then I can repeat those which don't look right. I intend to improve the accuracy of my result by doing each test times to find out the average and then I added it to the nearest second to round it up.

There are different methods that I can use to carry this experiment such as light source method using transmitter and light source detector, this method is much easier to use because eye difficulties to see cross disappearing. Light source still can see how much percentage is left even 1% of light is still visible.

Prediction

I think that as I increase the concentration of sodium thiosulphate, provided that no other variables affect the results, the rate of reaction will also increase. I believe that this will happen because of the way in which the two chemicals react. When the sodium thiosulphate and hydrochloric acid are placed together in the conical flask, their respective molecules get mixed together, moving freely. When molecules from each chemical collide, they react, forming new compounds. The concentration will increase the rate of reaction because if the concentration is higher, then there will be more molecules of sodium thiosulphate in a given volume, and so it is reasonable to say that it greatly increases the chances of one of those molecules colliding with the hydrochloric acid molecules.

This means That more of the molecules will be colliding and reacting within a given time, and so the rate of the reaction has speeded up this can be justified by relating to the collision theory.

Obtaining

While working all safety procedures were followed very carefully like the use of safety goggles and putting the bags under the table. The measurements I feel were fairly accurate as the results were what was expected. There was some anomalous result, however, which was repeated to get a more accurate result. We repeated the experiment three times so we could find averages and get more accurate results. The results were measured to the nearest centimetre cubed because this was the maximum accuracy of the cylinders. The results show the results we got for each experiment. I did two different graphs showing my results 1 showing the amount of water and the time taken and other showing the concentration and the time taken.

All graphs and results are on separate pieces attached to this section!

Analysing

All results have now been obtained and they seem to be quite good, all showing correlation as expected at the start, repetitions were managed for each test and averages were worked out from those figures.

From my results I can clearly see that they agree with my prediction, the faster the reaction the higher the concentration

My predictions have been accordingly close to reality. When the concentration of the sodium thiosulphate has gone up, as the first part of the experiment shows, the rate of reaction goes up as well. This is what was expected and therefore makes it highly unlikely that there have been any major errors, although all results are obviously not been perfect.

In this experiment I have found that as the temperature and concentration is increased the time taken for the reaction to take place decreases. This means that the rate of reaction increases as it takes less time for a reaction to take place, so more particles collide together as a higher surface area is provided per second.

Evaluation

I think that my observations and measurements were very good because I had a lot of pre experiment preparation including the preliminary time I was given so that I could practice my experiment. From this time I had been given to practice, I made sure before the real experiment that I had prepared everything properly so that on the day I wouldn't have to worry about things, if I was doing them correctly, and because of the previous experience I knew what to look out for as well.

I think overall my experiment was accurate even though there were probably some human errors but I know that improvements can be made for example at the beginning there were controversies when the room temperature wasn't the appropriate and the water that we used was hot and it obviously would affect the rate of reaction, however, luckily it did not affect much the concentration. Apart from that there were not any other inconvenient.

Now at the end of my experiment I can confirm that the point I made at the beginning about the factors that may affect the rate of a reaction is true, the increasing of concentration, surface area, temperature, adding catalysts will positively concern in the rate of a reaction.

All the procedures that I used worked fine and I am gratify with the work done, my method endorsed me to get the appropriate precise result needed to sustain my hypothesis.

In order to improve the experiment I would make sure the right amount of hydrochloric acid or probably sodium thiosulphate is measured accurately, this could be some of the reasons why there are some uncharacteristic results in the graph, but I am sure that it can be enhanced.

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Market Demand and Potential

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Market Demand and Potential Paper

In today's healthcare market, it seems like managed care companies are paying for less screenings, wellness and preventative medicine. Everyone wants to be healthy and know the numbers that can affect their lives. The thought of getting a disease or dying at an early age scares all of us but especially the baby boomer and elderly population. This large growing market is willing to open up their wallets and pay cash for the piece of mind that they are healthy. Hospitals are promoting heart tests to determine the risk of a heart attack; diagnostic imaging companies are setting up at the malls and charging hundreds of dollars to screen for cancer or stroke risks. It seems like there is a large profit to be seen in the preventative medicine area.

This environment is what brought about the potential for my patient care and education center. The location of the center is next to the pharmacy inside a Fry's Food and Drug Store. It is centrally located on the west side of Phoenix and is close to several adult active living communities. It seems like the market potential for our services would be bountiful. The only issue is that the clinic is not marketing available services to its fullest potential.

The patient care center offers screening programs for diabetes, cholesterol, high blood pressure, osteoporosis and asthma. Along with these screening services, the center offers diabetes and asthma education programs to help newly diagnosed patient control their disease (Attachment 1). The majority of these services are provided by pharmacists that are certified in these disease states and a dietitian that offers nutrition advice and counseling. The services are not meant to replace physicians or regular office visits but to complement them.

Since the opening of the center, the primary focus of marketing has been on customers that shop at this Fry's Food and Drug Store and surrounding stores. The surrounding markets such as senior centers, hospitals, medical offices, churches, schools, employers groups have not been pursued because of limited resources. As the business grows so does the opportunities to extend the programs to other market shares, the difficulty has been in defining the best direction and focus for that growth.

These types of health screenings and patient education services being provided by a pharmacist is a fairly new concept. At first some patients are skeptical of the services that are provided so the first step is to educate them on the benefit they provide. Once a person with diabetes sees how the center can help them understand their disease and make the most out of the short time they spend with their doctor at each visit, the word is out. They generally return and refer more potential customers. The center has been shown to be valuable for the winter visitor population that needs to have cholesterol screenings and other tests done for their physicians back home.

When evaluating the services available at the center, there are enough screenings and services to potentially offer value to the older population in the area. Educating the potential customer and selling them on the benefits of the services is the key for the center's success.

Looking at the demographic information, the center is placed in an area that makes it convenient for the general population. The focus has been too small and needs to be on a larger market than just the shoppers at the supermarket location. Although research of the supermarket customers found the area to have a high older population with medications that focused them towards chronic disease states, the percentage of those customers that have taken advantage of the center's services has been minimal. The center needs to refocus on the larger market share it wants to promote services to in the area. Possibly sending out flyers to outlying communities and making sure busy medical offices that may not have extra time to spend with newly diagnosed patients are aware of our services.

With the rushed healthcare environment that most patients encounter today, it is important to realize that not all patients are getting the information and services they need to stay in control of their health. The health screening programs available need to offer people more than just a number; they need to offer information and resources along with the test value so the services can aid in decision making and lifestyle changes needed to affect their well being. Patient empowerment is very valuable and wellness and preventative health programs may be part of the equation once people are aware of the benefits these programs offer.

Please note that this sample paper on Market Demand and Potential is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Market Demand and Potential, we are here to assist you. Your cheap custom college paper on Market Demand and Potential will be written from scratch, so you do not have to worry about its originality.

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Merlin The Legend

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Merlin the Legend

The tale of Merlin the magician began many centuries ago, but his remarkable story is

still being told to this date. The legend begins with a child being born the illegitimate son

of a royal princess; his father was said to be an evil soul and was blamed for the baby's

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birth. The infant was named Emrys, which means hawk or man of the sea, but was later

renamed Merlin. Merlin inherited many powers from his father, most of which were said

to have been evil, and because of this he was baptized at an early age as an attempt to rid

him of any evil he might posses. He lost most of the powers and was left with only two,

that of prophecy and making miracles. Merlin, according to legend, was said to have been

responsible for transporting the stones of Stonehenge from Ireland to England to act as a

monument to those that had died during the battles with the Saxons, and because the

stones possessed great powers of healing.

Throughout the course of time, Merlin saved his life many times as well as the lives of

others through his magical powers. After the birth of King Arthur, Merlin became his

tutor and guardian while he grew up with his foster father Sir Ector, and foster brother Sir

Kay. Merlin was with Arthur when he pulled the Sword from the stone, and also when

Arthur ascended into the throne and was crowned King, and he soon became Arthur's

royal advisor and the official guardian of Britain. Merlin was the creator of the Round

Table, and was involved in aiding and directing the events of the king and kingdom of

Camelot. Merlin is described as being lean in stature, tall with a long white beard, in

modern day films he is more commonly pictured with a cape and a magic wand. During

his time with King Arthur, Merlin also persuaded The Lady of the Lake to give Arthur

the magical sword Excallibur, which was with him through every battle, even till his last.

Merlin fell in love with the Lady of the lake, and she used a severe form of trickery in

order to obtain his magical powers.

Merlin willingly taught her all that he knew, and soon she became so powerful that not

even Merlin himself could stop her. She locked him up in a glass tower to prevent him

from taking away her powers, and this is believed to be what finally drove Merlin mad.

When and exactly how he died is still unknown, but wherever he is he will always be

remembered for all that he did to unite the land and people of his time. Merlin the man

may have passed on, but his legend never will.

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Sky-High (HSC Prelim - Area od Study)

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The text, 'Sky High,' is presented to the responder as an autobiographical short story. It combines the elements of an autobiography in that it is written in first person, incorporating personal experience with a nostalgic tone as the composer reflects on a significant memory from her childhood. As a short story, the responder is taken through a series of events which are not presented in chronological order due to the nostalgic tone of the text. It is rich with vivid imagery and the constant use of literary devices, such as similes (" like spectators" and "..shirts like colored flags"), metaphors ("the line-etched story of life in scars and wrinkles" and "small pilot light burning somewhere inside"), personification ("a struggling sapling" and "its boughs stretch out to me beseechingly") and alliteration ("semaphore secrets" and "silver skeletal"). The effect of the alliteration of the 's' constant soothes and calms the reader, suggesting that the story flows. Colloquial language is used in combination with descriptive expression to relate to a much broader audience (ie much easier to read than the same amount of writing from one of Shakespeare's works however, having taken the time and context into perspective, it is hard to compare these!) Such lines as "veggie patch" and " grubby toes" illustrate this. Even though the composer has chosen to describe her recollections with an extensive vocabulary (" festooned", exalted", "beseechingly" and "conquest"), she still identifies with the responder with reminiscent views of the simplicity of childhood and presents this with the recurring motif of the clothesline.

The title, 'Sky-High', is an example of hyperbole. From the composer's point of view as a child, her world is limited to what she is able to explore the backyard is a familiarity which she knows and later remembers vividly in life. As a child, everything seems larger than life even something as simple as a clothesline. It provided her with amusement whilst allowing her to explore and observe life from a different perspective which, in turn, a change in perspective contributes significantly to a change in self.

This text also illustrates continuity and change. The composer grew up with the clothesline, and over time, she changed as a person both with growth and maturity. However, despite the obvious deteriation of the clothesline as it would over time it did not change. It remained in the back yard, and still appealed to the composer, even though it is realized in the last two lines

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"The inclination is still there, a small pilot light burning somewhere inside, but it is unlikely the washing line could support me this time. There are too many things tying me to the ground."

This could have both a literal and a metaphorical meaning, in that the composer has grown, and the clothesline has aged and it would be dangerous for her to attempt to swing off it again; also in that she realizes that it is impossible for her to be in the same position she was in as a child carefree, etc as an adult she has matured to accept more responsibility, and taken onboard accumulated doubts, worries, and fears. As an adult, the composer also bring irony to the title her perspective of what is 'sky-high' in childhood most likely differs greatly from her opinions in the present.

It appears as though the adventure of exploring her backyard from the top of the clothesline was not only a form of discovery and exploration but also an escape somewhere where she felt she was safe, and being higher suggests the inclination to feel more powerful, and have a sense of freedom.

By writing opposing tenses in separate paragraphs, the distinction can be made more clearly between the adult composer and her younger self. Paragraphs one and six are written from the adult perspective in the present, while those in between as an adult, but in the past and from a child's perspective.

The entire text has been composed by eighteen-year-old Hannah Robert. It is from her own point of view that she presents a most significant memory from her childhood as she revisits her backyard. Taking into the age of the composer, the audience can be consciously aware of the perspective from which the material is presented, and either empathize with the feelings of the author or taken an objectionable viewpoint. As mentioned previously, this text can be analysed as a piece of autobiographical material, which ultimately revolves around some form of truth about one's life. When writing an autobiography, the composer can choose what parts of the truth are exposed, and which remain untold. The responder does not know why the composer felt the need to sit high up in the clothesline and swing from it they can presume it was an enjoyable and relaxing pastime for the child, a game of adventure but no details of any other part of her life are exist within the text besides the description of own world in her backyard. The effect of this may leave the responder curious as to why she felt the need to 'escape' and feel 'free,' or it may simply be accepted as a means of childish curiosity.

'Sky-High' in many ways does represent change effectively and clearly. It shows a distinct comparison between the ideals of youth and maturity. This is illuminated through the use of past and present tense, and also positive and negative connotative language ("hard, bird bitten fruit" vs. "playfully tousle my hair"). The recurring motif of the clothesline as a representation of continuity and change contributes to the nostalgic tone of the text. The ending of the fifth paragraph where the composer is in an almost dream-like state radically contrasts with the abrupt reality of the present in paragraph six. In reference to aging in relation to change, the responder notices the aging of her own hands as she reaches for the aged clothesline " …beginning to accumulate the line-etched story of life in scars and wrinkles…" Not only does this reflect a change in time and age, but also on an increased responsibility that comes with maturity. The reality between the fifth and sixth paragraphs imply that the composer understands that despite these nostalgic feelings she may have about her past, she cannot return to it. This realization accentuates the contrast between the time of youth and freedom to that of adulthood and responsibility.

However, on the other hand, one could not rely solely on this material as an accurate source from the composers past despite the composer writing it herself. Autobiographical material may contain elements of ambiguity due to the nature in which they are written and presented. 'Sky-High', for example, is written in the present from memories of childhood. While the composer can express what they recall about certain events, the accuracy can be questionable the composer remembers the event, takes what they think is significant and compile a 'text' upon this understanding from there, the responder reviews the text and takes their own interpretation from it. The main concern with writing any type of autobiographical material is that the composer has the power to be selective in what they chose to include.

The cultural context of the piece is a Dutch family living in a working class home in approximately a short time before, or during, the 180's. This is exemplified by reference to an incinerator (which were outlawed in 185), and the description of what appears to be a Hills Hoist type clothesline. The reference to the Dutch culture is mentioned in the fourth paragraph where the composer speaks of her grandfather ('Opa') in that he was a leather worker and talked "….quietly with his soft, Dutch voice." It is noted that multigenerational living is an accepted practice in the family, as the father builds 'Opa' a bungalow next to the house to live in.

The author also speaks significantly of her neighbors in the third and fourth paragraphs. Religious allusion with reference to " Mary and Jesus miniatures" insinuate a religiously devout family who regarded religious statues as an important part of their culture. Having noted this, there is an obvious comparison between neighbors one family of Dutch heritage, the other with strong religious ties to Christianity (Catholicism?). Multiculturalism is obviously present.

The intended purpose originally for this text was presumably a creative writing task of a year twelve student, or a piece of writing by a year twelve student as they reflect on their childhood after arriving at a milestone in their lives. Possibly the composer still had nostalgic feelings about her childhood, but after re-visiting the clothesline and recalling the memories associated with it, she realized that returning to the past is simply not possible. The features which suggest this include the structure sentences that are packed with expressive language and literary devices; the transition from the past to the present tense lines such as "there are too many things tying me to the ground" brutal realities; and the tone, as it changes from youthful and hopeful, to an understanding and somewhat acceptance of change over time.

At present, the intended purpose of the text is to be studied and used as source material on the topic of 'change' for year twelve students.

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What's wrong with the school system

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The most fundamental problem with an exam-oriented education system is that examinations distort students' motivation and learning by over-emphasising the importance of the scores as outcomes and measures of students' abilities (Paris, S., 15). Exams can redefine students' goal for learning in counterproductive ways that make the outcome more important than learning as inquiry, reflection, and process. Research on academic motivation indicates that a focus on extrinsic goals (such as exam scores) and task completion (such as getting through the exam) undermines intrinsic motivation, interest, and persistence (Ames and Archer, 188). In contrast, when students have mastery goals and take pride in their efforts and accomplishments, they use better strategies and display more self-regulated learning (Pintrich and DeGroot, 10). When high test-scores become the goal rather than self-regulated learning, students invest disproportionate value and effort in exams. Actually, for many students, the consequences of testing are neutral or negative, ranging from the innocuous lack of feedback to negative feedback about one's competency.

Paris (15) pointed out that over-stressing on exams might also subvert students' learning strategies because exam-taking strategies are usually inconsistent with learning strategies taught everyday in the classroom. Most students are taught to use people and materials as resources for learning in classes, but are disallowed from using them during exam (except open-book exams, which are not too popular in NUS). What do students learn while taking exams? Too often, they learn that exams are different from the daily curriculum and assessments, that one needs special tricks to pass them, that low scores mean a person is dumb, and that teachers cannot help students.

Consequently, our students often expect the teacher to give them notes, dole out the straight facts in class, and even tell them the questions which will come out in the exam. They would rather practise rote learning, and are eager to know the answers, than to find out the answers to questions (c.f. 'Connecting Assessment and Learning' of this series). They cannot see exams as part of a learning process, nor can they understand that they can get information there to help them to learn.

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