Case Study of Harley

Introduction Harley-Davidson Company has been in the motorcycle manufacturing business for decades now. The American based company was launched in Wisconsin at the start of the 20th century as a small yet promising motorcycle manufacturer. Due to its strong managerial and marketing background, Harley-Davidson outwitted the Great Depression era that witnessed many manufacturing firms going under receivership while others closing down completely.Advertising We will write a custom research paper sample on Case Study of Harley-Davidson specifically for you for only $16.05 $11/page Learn More The unfavorable competition brought about by lack of adequate quality control of the US markets was yet another challenging moment for Harley-Davidson (Harley-Davidson, 2006). Nonetheless, it survived the harsh markets, moved on and later emerged as one of the global leaders in the manufacture of heavyweight motorcycles with over 750 cc. engine capacity. Today, Harley-Da vidson motorcycles are known globally due to their distinctive design similar to that of a chopper. Unfortunately, the firm has not been successful in its bid to venture and invest in the light motor-cycle industry largely due to dominance by other market rivals. Through its loyal brand community, the motorcycle manufacturer has spread its marketing tentacles far and wide. Its logo alone generates about five per cent of the firm’s net income. This paper explores a case study of Harley-Davidson and the strategic marketing theories and concepts used. The paper also offers some recommendations that the company could adopt to improve its marketing competences. Case Summary Customer loyalty is the strongest marketing strategy of Harley-Davidson, a phenomenon not common with most brands especially those operating in the high end manufacturing market. One reason attributed to this overwhelming success in the company’s marketing strategy is the fact the marketing department ha s laid more emphasis on the needs of customers, the latter being the most vital asset owned by the company (Harley-Davidson, 2006). Firstly, the company marketers have taken significant amounts of time to understand the ideals of Harley-Davidson customers, what they really want and how their purchasing needs and preferences can be met at any given time. For the company, it is imperative to serve its customers with passion. This entails evaluating their feelings as well as their rationale behind buying at Harley-Davidson. According to the marketing team, attention to details is paramount in understanding the needs of customers (Harley-Davidson, 2006). The management at Harley-Davidson confirms that it is out of customer satisfaction that it has grown into a five billion dollar company and the largest group sponsored by a company worldwide(Harley-Davidson, 2006). Currently, there are over nine hundred thousand members attached to Harley Owners Group (HOG).Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More As the management admits, the company does not just sell motorcycles. Harley-Davidson believes in creating a sense of independence, free will as well as liberty to its chronic buyers so that they do not just purchase the machinery alone but the intrinsic benefits that come along with it. Hence, the motorcycle manufacturing firm has gone beyond creating product consumption experience. Buying at Harley-Davidson has become a lifestyle to its customers. Therefore, the management realizes that supporting such a high level consumption experience as well as a life style requires rigorous marketing tools. This has been attained through the establishment of a network of individuals who work smart and tireless hard to deliver the mission and vision of the company. In one of its common marketing strategies, the company often sponsors travel adventures alongside other breat htaking events for its customers and other interested users. For instance, it may occasionally opt to offer free clothing and other riding accessories for passionate motorists and other fun-loving individuals (Harley-Davidson, 2006). Application of marketing theories in the case study There are quite a number of marketing theories, concepts and models that are applicable in the Harley-Davidson case study. To begin with, it is vital to understand that the consumption experience of consumers at the company is largely driven by how best the very customers make their decisions (Gummesson, 2002). The myriad marketing principles applied by the marketing team at Harley-Davidson is clear evidence why consumers will choose their products against those of the competitors. For instance, the brand name of the company has remained to be a very strong marketing tool over the decades especially in reaching out to new customers who may not have had prior shopping experience with the company. From t he utility theory of the decision making model by consumers, it is proposed that the purchasing decisions made by consumers is heavily dependent on the anticipated outcomes of the very decisions made. In this regard, consumers are treated at actors who are rational in their decision making process and will only settle at what will bring optimum benefit and satisfaction to them. Hence, the marketers at Harley-Davidson are quite aware of this and as it is the sole reason why customers are given the first priority as real assets to the company.Advertising We will write a custom research paper sample on Case Study of Harley-Davidson specifically for you for only $16.05 $11/page Learn More Nonetheless, it is definite that consumers may not always be rational in decision making. Better still, they may equally fail to fully recognize the various inputs which affect their overall decision making patterns. In addition, they can fairly estimate frequencies of eve nts but the process of translating the latter into probabilities is typically cumbersome for consumers. Although the utility theory of decision making paradigm by consumers has been embraced for long, it has notable limitations that cannot be elaborated by the given marketing model. A more simpler and satisfactory backup of the utility theory is the one referred to as satisficing. According to this model, consumers tend to stop the process of decision making once their immediate needs are met. This can be used to explain the loyalty nature of customers attached to Harley-Davidson products. They no longer need to make further decisions on whether to purchase heavy motorcycles and related products from Harley-Davidson since their buying needs have already been satisfied. The marketing department at Harley-Davidson has largely utilized a marketing theory referred to as consideration. This theory has it that consumers are of equal importance to the brand name of a company. In other word s, customers act as a subset to the company upon which all decisions are made. As customers continue to attach more importance in purchasing motorcycles from Harley-Davidson, the management of the company is equally enforcing the theory f involvement. As the motorcycle manufacturing firm continues to launch new brands to the market, it has to intensely involve its active and prospected consumers. This is evident in the manner in which the company engages its customers and interested users of its products in events such as adventurous riding and contests so that they can develop liking for the Harley-Davidson motorcycles. How does Harley-Davidson build long term customer relationship? Harley-Davidson has a variety of strategies in place aimed at building long term relationships. First, the company has revolutionized its customer experience on the purchase of heavy motorcycles.Advertising Looking for research paper on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More It has dominated the market with the manufacture of high quality products that go along way satisfying customers (Hunt, 2002). The company has embarked on a serious quality program of its motorcycles so that it does not only retain and build long term relationships with its chronic customers but also work towards maintaining market leadership. Second, the Harley Owners Group (HOG) is another strategy being employed by the company to build long lasting consumer experience and relationship. There is a close working relationship among the HOG members aimed at fostering better customer satisfaction in the heavy motorcycle industry. Through the large pool of HOG membership numbering over 900,000, customers have been netted and retained far and wide. This has consequently assured the company of its profitability and survival even during the hard economic times. Third, Harley-Davidson has a comprehensive company sponsored adventures aimed at bringing together its customers and other fun lo ving users of its heavy duty motorcycles in field events. It is a form of social corporate responsibility that seeks to reach out for the wider population with some form of entertainment while at the same time creating demand for its motorcycles. The company also offers some clothes and other residing accessories for the users of its motorcycles as way of attracting their attention to the Harley-Davidson brand. What is Harley-Davidson’s value proposition? The value proposition of Harley-Davidson lies heavily in the way the company conducts its business strategies. Although the management of the company is confident in the quality of its motorcycles, it has a strong conviction that satisfaction derived from thorough understanding of customer’s feelings, likes and dislikes as well as preferences is long lasting and is perhaps the best business strategy to adopt. In order to achieve this value proposition, the company has created a mentality of a lifestyle in the consumpt ion of its products (Copley, 2004). It is not merely the need of customers to purchase motorcycles from Harley-Davidson, developing great liking and passion for the various company brands is of utmost importance. The company has attributed this value proposition as the major growth factor at Harley-Davidson. Relate the concept of customer equity to Harley-Davidson. How does Harley-Davidson’s strategy focus on the right relationships with the right customers? The total lifetime and markdown value of all customers attached to a given company is referred to as customer equity. In other words, customer equity will largely determine how a company shapes its strategies as part and parcel of meeting the needs of its users. In the case study of Harley-Davidson, customer equity is being driven by three main factors namely value, brand and retention equities. The utility value of Harley-Davidson motorcycles is critically assessed by the company and any necessary modification are made i n order to maintain or improve the value of their products. Besides, the Harley-Davidson brand is regularly assessed by the customers in terms of what the company claims to be offering against what is actually received. Finally, the retention equity will see into it that customers attempt to stay put with a particular brand and hence it is upon the company to comply with the needs of customers since the latter shapes the overall business strategy being adopted by the company. Hence, customer equity enables Harley-Davidson to choose the most applicable tool among the aforementioned drivers in satisfying the diverse needs of its wide array of customers. Conclusions and recommendations Although Harley-Davidson brand has remained competitive and stable even during the hard economic times, there are still numerous concerns that the management has not addressed adequately. Its value proposition currently stands at developing passion for its products. However, this may not be sustainable a s a business strategy over time owing to the changing and unpredictable customer preferences in addition to the entrance of other market players. Indeed, the company’s bid to venture in light motorcycles has not been successful so far since the old strategies may not be productive in a market where competition is rife. It is against this backdrop that the following recommendations have been suggested as way out for Harley-Davidson to remain profitable even as it expands its brand portfolio. To begin with, the management at Harley-Davidson should ensure that customer satisfaction is not just driven by passion per se. the price of its motorcycles as well as the availability of its brands should be satisfactory to its consumers (Roth Mullen,1991). It is a basic requirement in a business strategy that Harley-Davidson cannot ignore. Secondly, the company can differentiate itself from other market rivals by creating superior service levels to its products. Customers must be able t o distinguish between the services offered by Harley-Davidson and market players. For instance, response to queries from customers should be fast enough. In addition, improved delivery and other after-sale services should stand out for Harley-Davidson to boost competitiveness. Finally, variety of customer experience strategies should be applied throughout the lifetime of the company (Gilmore, 2003). For example, both existing and prospective customers should be educated on how to make better buying decisions. It is pertinent for customers to be fully aware of the product knowledge and not merely making it a lifestyle. Customers who have the right knowledge of the products they are willing to buy are more likely to remain loyal for long. References Copley, P. (2004). Marketing communications management: concepts and theories,  cases and practices, Burlington: Elsevier Inc. Gilmore, A. (2003). Services marketing and management, London: Sage Publications. Gummesson, E. (2002). Total relationship marketing, Oxford: Elsevier Science. Harley-Davidson (2006). Video Case. Web. Hunt, D.S. (2002). Foundations of marketing theory: toward a general theory of  marketing, New York: M.E. Sharpe, Inc. Roth, M.B. Mullen, D.J. (1991). Decision Making: Its Logic and Practice, Savage: Rowman Littlefield Publishers Inc. 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Riots essays

Riots essays Americas college campuses are once again aflame. But, in the 1990s, the riots are not fueled by politics, as they were in the 1960s, but by beer, liquor and drugs. University of Arizona, University of Maryland and Temple University have all recently experienced these unfortunate riots on their campuses, but it is truly at home with us, the students of the Pennsylvania State University. The riots began in 1998 during The Arts Festival that caused more damage than ever. Students lit piles of furniture on fire, dropped beer kegs from high balconies and ripped down every street lamp on East Beaver Avenue. After a year off in 1999, a milder sequel riot returned at the 2000 Arts Festival. Then, last month, a post-basketball-loss encouraged police to deliver pepper spray on the crowd as they were showered with glass bottles from above. Storeowners have suffered due to the late-night activities on East Beaver Avenue. Police protection now consists of protecting themselves while battling the drunken mobs. Alumni are disappointed with their alma mater, and some residents fear that the quality of life in their town is being dishonored. The riots have created a demoralizing trend that has effected and disrupted not only the community that surrounds Happy Valley but also the students. Penn State students are feeling the heat no matter which way you view this appalling situation. Whether they were the ones throwing the beer bottles or just standing on the sidewalks, students are finding themselves affected by each event as the riots continue to arise. Penn State students reputations are no longer based on their exceptional scholarship, but rather for their ridiculous, outrageous riots. President Grahm Spanier stated, From my perspective as president, the downtown riots have been very damaging to Penn State's reputation and the confidence that citizens, elected officials, parents, and a ...

Distribution of Beverages to its Retail Customer Case Study

Distribution of Beverages to its Retail Customer - Case Study Example If it offers a discount or charges less price for its products from one of its customers then it has to charge a lower price for its entire customer which will result in a loss for the company. The current costing method that is adopted by Johnson Beverage Inc in order to analyze the costing and profitability of the business and understanding the cost of the business that is underlying in order to analyze the cost and the income drivers. Therefore an in-depth knowledge is required in order to understand the profitability as per the stock keeping unit. For the improvement and development of the costing and profitability of the business, the company has adopted job order costing. JBI uses or adopts this costing as it assists JBI in analyzing and evaluating the net cost of its manufacturing process over a definite period of time. Under this method of costing the accurate cost that is incurred in the cost of production of the particular unit are maintained. JBI adopts both job order costing and process costing for different parts of its operations. The main disadvantages of applying or adopting this method of costing are it is very difficult or critical in identifying the overall activities that are undertaken that influences the cost of performing this activity. It is very critical in identifying the preferable cost drive that will evaluate or analyze the cost on the basis of the various activities. JBI mainly adopts fixed cost method for its billing purpose in order to analyze the fixed cost for all its activities and it analyzes and finds out the reason for variations in price. It allows the company in leveraging its efficiency and expertise in order to gain competitive advantage. Relevant costing may be defined as the cost that will influence the decision making of the company. The most relevant and best-costing method that JBI  should adopt on the basis of Exhibit 1 and Exhibit 2 is Activity-based costing. It can be observed that in Exhibit 1 that the cost of the goods is subtracted or deducted from the revenue in order to generate the gross margin. It also calculates the customer profitability of the company.  

Emerging Markets Essay Example | Topics and Well Written Essays - 2000 words - 1

Emerging Markets - Essay Example While developing economies are usually flooded with emerging markets, the concept is not novel to developed economies. It is these emerging markets, which when successful in the future, become economic giants in the industry (Garten, 1997). The emerging markets need to consider a lot of geographical and economic concerns before setting in a foreign country. They may be small enterprises or large projects. This paper seeks to evaluate the industry of emerging markets in the United States and see how successful it has been over the years. It would also analyze how these emerging markets have affected the economy of US and all related economies. Emerging markets have had positive impacts and some negative setbacks and this paper would state both sides of the picture. The US is the third largest country in the world comprising an area of 3.79 million square miles. It accommodates over 300 million people in fifty states, and being so, it remains the most populated region in the world. The US is the most ethnically diverse nation in the world with people from all over the world staying there for work, study or leisure. It has a GDP of 14.3 trillion US dollars which proves that it is a relatively economically stable country in the world. However, about 11% of the US population lives below the poverty line (Juster, 1997). It has a very high rate of productivity and high rate of scientific developments and innovations. Also, the unemployment level in the US is fairly low and inflation is under control too. The US is bordered by the Pacific and Atlantic Oceans making it a favorable site for water travel. Also, it has sufficient nuclear weaponry and a strong army to ensure its defense against the worldly enemies. The US also enjoys fairly good relations with most economies of the world and it stands as a much unbiased nation with a lot of

Asian American Stereotypes in Film Essay Example for Free

Asian American Stereotypes in Film Essay Asian Americans only make up a small percent of the American population. Even more significant is that this percentage live mostly on the west and east coasts of mainland United States and Hawaii; leaving the rest of the American population to most likely get their exposures to Asians through television and movies. However the exposure they have receive throughout the history of cinematography has been hardly flattering. Throughout the course of history Asians in film have been portrayed as evil or the yellow peril as described by others. If Asians are not being classified as evil in this picture then they are most likely the comic relief, with their lack of coordination or grasp of the English language. With these common stereotypes in place, it gives a white American viewer a sense or need to destroy this Asian villain or superiority over the comedic character portrayed in the film. In the film Gung Ho filmed in the year 1986, the story is told of the plight of the people working in the region known as the Rust Belt. The group that is the focal point of this story is the relation between Asian men in an American town and the differences they share are played out in this movie. The stereotypes enlisted in this movie are both that of a villainous nature and a comedic relief with some of the characters. Throughout the film it is how the clever, white working class people of this hard working town have to overcome the maniacal working environment these Asian men have. Common stereotypes of the Asian man lay throughout the entire course of the movie, stereotypes that have been portrayed by the film industry of Asian men since its inception. The main stereotype in this movie is that Asian men only care about their jobs and their careers and little else. That the Asian man will go through great sacrifice to get to the top of the business that they work for. From beginning to end, many white families are portrayed in the movie showing that the American people have family values. Yet absent through the whole course of the picture is any Asian man with his family. This signifies that the Asian group does not have time, nor wants to make time to have a family life because they are trying to succeed in business. The Asian boss in the film wanted the results to his liking and little else, whether time with the family was missed or not. Hardly a glimpse of an Asian woman is seen during the movie while the American, and predominantly, white working community always spends time with the family and it is a valued part of their lives. Any slight mention of the Asian characters family was done in conversation without an on-screen appearance by the wife or children. Another stereotype depicted in the film was that every Asian character spoke flawed English. Not one single person through the film had a perfect grasp of the English language. This provides the comical relief in the film as any Asian man at any time could pronounce a word wrong or use the wrong word to the bemusement of the film watchers. The broken English that is used by the Asian characters in this film seem to heighten or display the fact that the Asian characters have visible flaws. The Americans never have to display such flaws, in fact the only part of the movie where an American attempts to spoke Japanese it is completely flawless, without hesitation or pause. A further stereotype that is used in this film is that Asian people make good managers, but are never good leaders. What this tells use is that while a person of Asian descent might know the best possible way to accomplish a goal they will never have the force or strong enough personality to get others to get the goal accomplished. The film has Asian men taking over an American plant and trying to incorporate work ethics that are highly successful over in Japan. Yet the white, working class person refused to adhere to such a strict regime and basically revolts to the ideas. This ultimately leads to the failure and disgrace of the Japanese workers who are unsuccessful in making the plant completely efficient. In the end it takes the will of one of the white workers to bring everyone together and incorporate a meld between the two cultures in order to get the job done and everything to turn out successful. Asian men are depicted as not being strong enough to take control of a situation, where as white American has the ability and will constantly use it to save the day for everyone involved in the situation. One finally stereotype that the film has is the simple fact that all people of Asian descent have some knowledge of the martial arts. Scenes in which martial arts were used were placed in the film seemingly at random, and just for the sole purpose of showing that the Asian character knew a form of martial arts. The film did not need to have any martial arts in it, as it was not the main focal point, or even any kind of focal point, in the film. Yet the makers of the film deemed it necessary to show, in fact, these Asian characters do know how to use martial arts to their advantage. The film portrays the Asian men in a negative light by showing that they do not have the will or the ability to take charge in a situation. This is completely different from the image of the American man who can take charge at any time, whether it is revolting against the Asian ideas or saving the day at the end of the film. The white American voice has no problem being heard and enforced, and its strong will might rub off on others in the end. They are portrayed almost as a type of savage or once again as the yellow peril as they were depicted years earlier. The seven-day work schedules and mandatory free overtime seems barbaric to the American workers, as well as the little amount of time spent with the families. Overall, the Asian men in this film seem to be a harsh taskmaster over their American working force. One of the consequences of this film is that it keeps up the stereotype of Asian Americans being the model minority. The Asian Americans have had this definition of themselves because of their strong cultural background, including strong work ethic, keeping them from becoming a problem minority, which many Americans saw the African American community as a problem. Asian Americans docile approach and lacking of any traits of masculinity were seen as positive traits and were widely regarded as no being a threat to the standards and norms White America had created for themselves. All this movie does is further portray that stereotype, as none of the Asian men in this film have any strong masculine qualities. They cannot take charge, they are easily intimidated, and they are never assertive with their beliefs and restrictions giving the impression to the movie viewers that Asian Americans are docile beings and Asian Americans are obstacles easily overcame. Overall, the object of this movie is to entertain the audience sitting at home watching it, laughing at the mishaps and situations that happen along the way. The question is, however, at whos expense does the laughter come? Perpetuating this stereotype only goes to further damage the way Asian Americans are seen by the American public. Also during the time the movie was being made, the yen and the dollar were in competition over which had more value. This movie in a subtle way suggests that American workers can overcome any adversity, while the Asian cast is lucky to have such determined Americans to help them out of their problems. The movie serves to inspire Americans by relying on a stereotype of Asians to show that Asian are weak and Americans are strong, and that they can overcome any challenge they rally behind.

The Harlem Renaissance Essay -- The Black Intelligencia

  Ã‚  Ã‚  Ã‚  Ã‚  The Harlem Renaissance Poets consist of: James Weldon Johnson, Countee Cullen, Claude McKay, Jean (Eugene) Toomer, Langston Hughes, Sterling Brown, Robert Hayden, and Gwendolyn Brooks. These eight poets contributed to modern day poetry in three ways. One: they all wrote marvelous poems that inspired our poets of modern times. Two: they contributed to literature to let us know what went on in there times, and how much we now have changed. And last but not least they all have written poems that people can sit down and relate to and what people are writing about and take time out to let the people of their families know that they were living in those times. And these people should receive such recognition because of the effort, and the time that was put fourth to doing this great work for the people of their generation and ours.   Ã‚  Ã‚  Ã‚  Ã‚  James Weldon Johnson, Countee Cullen, Claude Mckay, Jean (Eugene) Tommer, Langston Hughes, Sterling Brown, Robert Hayden, and Gwendolyn Brooks, again, all were very excellent Poets who took pride In what they did, for the people they did it for and for themselves. To be exact, the Harlem Renaissance is a time after the KKK completed their raid of African Americans, when all of the Blacks would get together and have a good time. Whether it was listening to the jazz band play background of a beautiful vocalist, as the people of Harlem danced the night away, or looking at "freestyle" artist paint away. Harlem was always occupied. Each poet wrote very many famous poems that we now read today.   Ã‚  Ã‚  Ã‚  Ã‚  What started the renaissance was when the KKK finished the raid in which ended in the early 1900's, because blacks were being terrorized by whites just because of the color of their skin. Eventually the Blacks overcame the racism, although the name calling was still going on the blacks had a good time in spite of the racism, which then became know as the "Harlem Renaissance." These poets became known as Harlem Renaissance poets because of the time period they began to write in, and they became famous fairly quick to be beginners. They were also known as the renaissance poets because of the poems they wrote about being called out of their names, and writing about how they overcame that time in their live, but mainly experiences they had as a juvenile target. These eight poets deserve such recognition because of what they wrote ... ... Harlem Renaissance Poets because I'm very interested in poets, and poetry. It' interest me very much how the Blacks had fun no matter of what they had been through with the KKK, and all the criticism. Everyone has their own way of getting over things, and in this case it's writing down their feelings. So as was once said "good always comes out of bad."   Ã‚  Ã‚  Ã‚  Ã‚  The Harlem Renaissance Poets consist of: James Weldon Johnson, Countee Cullen, Claude McKay, Jean (Eugene) Toomer, Langston Hughes, Sterling Brown, Robert Hayden, and Gwendolyn Brooks. These eight poets contributed to modern day poetry in three ways. One: they all wrote marvelous poems that inspired our poets of modern times. Two: they contributed to literature to let us know what went on in there times, and how much we now have changed. And last but not least they all have written poems that people can sit down and relate to and what people are writing about and take time out to let the people of their familie s know that they were living in those times. And these people should receive such recognition because of the effort, and the time that was put fourth to doing this great work for the people of their generation and ours.

“Eve’s Diary” by Mark Twain Essay

â€Å"Eve’s Diary† is a satirical account of the days in the Garden of Eden. Twain recounts the well-known tale of Genesis through a series of journal entries written by Adam and Eve; these personal accounts make for an entertaining and thought-provoking read. Twain’s personifications of gender stereotypes are easily identified but lead the reader into a further exploration of Twain’s deeper purpose. Twain’s writing style explicates the paradoxical relationship between men and women. Furthermore, Adam and Eve’s conflicting perspectives within the journal entries provide an illustration of their magnetic reliance on one another, despite their polar differences. The story begins with Eve on the day after her creation; Twain creates a tone of despair as Eve ponders her situation and existence. â€Å"That is what I AM-an experiment; just an experiment, and nothing more† (Twain 10). As Eve deducts that there must be a counterpart to her existence, her disposition abruptly changes from anguish to optimism. Through this character development, Twain portrays companionship as Eve’s salvation and furthermore, mocks the modern idea of the contingency of a woman’s survival on that of a man’s. Eve’s perception changes as abruptly as her disposition. Once her mind is at ease, she becomes conscious and appreciative of her surroundings. â€Å"This majestic new world is indeed a most noble and beautiful work. And certainly marvelously near to being perfect, notwithstanding the shortness of the time† (Twain 14). Twain uses Eve’s passionate and enthusiastic mentality as a personification of the model of femini nity according to nineteenth century stereotypes. The diction and timing of Adam’s introduction exaggerates Eve’s naivety and sets a precedent for Twain’s exploration of their paradoxical relationship.  Eve’s entry reads, â€Å"All the week I tagged around after him and tried to get acquainted. I had to do the talking, because he was shy, but I didn’t mind it. He seemed pleased to have me around, and I used the sociable ‘we’ a good deal, because it seemed to flatter him to be included† (Twain 35). Though it is told from Eve’s perspective, Twain wants the reader to negate Eve’s idealization when reading of her interactions with Adam. When one does so, Adam’s annoyance with Eve is apparent. In addition, Twain makes a considerable effort to portray Adam as haughty, cynical, and drastically unattached in comparison to Eve; Twain uses Adam as a personification of stereotypical conception of masculinity. â€Å"During the last day or two I have taken all the work of naming things off his hands, and this has been a great relief to him, for he has no gift in that line, and is evidently very grateful† (Twain 178). If interpreted in the manner Twain intended, it is clear that Adam has no concern with naming the creatures and is equally indifferent towards Eve. Twain develops these satirical personifications even further to serve two slightly less superficial purposes. Twain uses these conceptions to delve into the profound relationship between men and women but also to denounce them through his diction. Twain’s defiance begins with his decision to give Eve, a woman, the predominant voice in the narrative. He shows further disregard for popular opinion when he tells of the creation of fire. â€Å"I had created something that didn’t exist before; I had added a new thing to the world’s uncountable properties; I realized this, and was proud of my achievement, and was going to run and find him and tell him about it, thinking to raise myself in his esteem-but I reflected, and did not do it. No-he would not care for it† (Twain 67). Twain’s decision to credit such a pivotal aspect of human survival to a woman exhibits either an immense reverence for women or a severe distain for unoriginal thought. Regardless, Twain’s upheaval of the hierarchy of traditional Western gender roles transcends time and leaves the reader to contemplate the validity of gender roles. Ursula LeGuin, a published and renowned author of short stories herself, discusses the prevalence of personification of stereotypical gender roles  within _Adam and Eve’s Diary_. LeGuin argues that Twain’s personifications of gender stereotypes are the most important aspect of any literally analysis of works by Mark Twain (LeGuin 32). Deviating slightly from the focus of LeGuin’s analysis, the most important purpose of â€Å"Eve’s Diary† to be the paradoxical relationship between men and women. As the journal progresses, so does the connection between Adam and Eve. Although their differences remain vast, Adam and Eve demonstrate a dynamic reliance on one another. They compliment one another in a sense of discord; their stereotypical personas seem to become less obtrusive as they grow together. Through Eve, Adam is humbled and learns to be appreciative and observant of his surroundings. Adam has a similar effect on Eve; her interest in aesthetics diminishes and while she remains optimistic, she is not so dangerously naà ¯ve. The story digresses to forty years later, with Adam at Eve’s grave. Adam’s eulogy for his lifeless wife is ingeniously engineered to resonate with nearly every reader. He says, â€Å"Wheresoever she was, THERE was Eden† (Twain 129). Adam, and therefore the male gender collectively, possessed a magnetic dependence on Eve that was as involuntary as the polar differences between the two. Twain accomplished a feat that the laws of nature could not; through â€Å"Adam and Eve’s Diary,† Twain provides an unprecedented look into why men and women attract in circumstances that should naturally repel them from one another. Works Cited LeGuin, Ursula K. Introduction. The Diaries of Adam and Eve. By Mark Twain. New York: Oxford UP, 1996. XXXI-XLI. Twain, Mark. _Adam and Eve’s Diary_ â€Å"Eve’s Diary, Complete.† Project Gutenburg. 14 June 2004. PDF iBook.