Nonfiction / Nicole Walker
The micro-memoirs are divided into four sections — grade school, high school, college, and graduate school — and touch, with equal parts wit and disarming candor, on everything from teenagers’ internal clocks to the escapism of Alice in Wonderland.
At Fry’s Grocery and Drugstore, the plastic bags are tinted brown. Thin enough to see through, they should be strong enough to hold at least three items. But the clerks at Fry’s dig their hands into the abundance of bags and love them for their singularity. Stacked like money, peeled like sawbucks, a bag wraps a carton of eggs. Another, for a half gallon of orange juice. Another for a pound of butter. Another for a quart of milk. A loaf of bread. You know the song. Each bag makes each item precious. How can I eat this butter now? I should preserve it in a cabinet of wonder, but by the time I get home the cabinet of wonder becomes merely a refrigerator. The loaf of bread. The quart of milk. Each item re-shelved in the icebox of my future—I now can make béchamel, French toast, Crème Anglaise, Pasta Carbonara, countries of recipes, thanks to bags of permanence and transportation.
- 6 Micro-memoirs Beth Ann Fennelly. It is indeed a cabinet of wonders: for example, there’s the narwhal tusk, passed off for centuries as a unicorn horn, and the.
- What exactly are short memoirs? I define them as essay-length works that weave together life experiences around a central theme. You see examples of short memoirs all the time on sites like Buzzfeed and The New York Times. Others are stand-alone pieces published in essay collections. Memoir essays were my gateway into reading full-length memoirs.
The bags, emptied, do not realign. I cannot stack them. They do not fit in my billfold. I bunch them up. I crush them into the reusable canvas bags that I sometimes remember to take to the store. The bags live in the garage. Unlike the refrigerator, the garage is not airtight. Sometimes, I leave the garage door open. Sometimes, there is a wind. Sometimes the wind comes in and steals the plastic bags as if the wind had some groceries to make precious. The wind takes the bags, plasters them against ponderosa, wraps them around pinecone, flags them against a decaying stick. The stick isn’t going anywhere now. The ponderosas are preserved. The pinecones, seeding inside of the bag, with the benefit of a dusty rain, grow their own tree inside the bag. Inside the bag is a perfect microcosm. A hundred million individual tiny planets floating across the state, blowing their forevers across the highway, through the forests, across the ocean, establishing themselves as singular as continental cash.
Lays were her favorite. So were Ruffles. She didn’t mind Fritos. Kettle-brand organic were fine. She missed regular Doritos but that didn’t make her unique. Everyone misses regular Doritos. One thing you can count on, fleeing the Midwest for the west coast, is an ample supply of vending machines. Vending machines are portals toward freedom. They are the dial-uppers toward the next town. They do not store memories in their machines, just quarters of smudged fingerprints. No one can catch you, pregnant and sixteen, if you keep your feet to the right of the asphalt’s white line and your stomach pumped full of you-do-the-math: fourteen hundred calories per bag, each bag a dollar and a quarter. If you can multiply, your factor is the potato chip. Too much togetherness and you beget a product.
If she would have stayed home, she could have saved up those quarters, a dollar twenty-five a day, but it would have taken her half her life to halve her life and she didn’t have the right phone numbers.
She didn’t like calling the baby baby. She called it crunchy. She called it salty. She called it full of maltodextrin. She never thought she was hurting the potato. She never thought, as she hitchhiked through Idaho, that the road doesn’t always go west. Sometimes it turns south, toward Utah. Sometimes, the abortion providers, even in Mormon town, take one look in your eyes and give you a discount. She skips lunch the next day because, thank god, she’s not so hungry anymore. That night, she forces herself to eat a chip. She was afraid the chip would flounder. That it would fall soggy in her mouth. But it didn’t. It was crisp and salty and as nutritious as it had been the day before. Not everything changes.
A regular-sized train can’t do it. The tracks crisscross in too many layers. There is not enough money in the world to build four million bridges deep. But if the train is small enough, fiber optic, microscopic, the tracks could bend and weave and thread. Instead of stopping at crossings for cars or for anti-abortion protesters, the veins could thread like those in a body. In that body, red could stand for oxygen and blue for carbon dioxide and the world would be happy to get and return either. In a body, the reliance on input and output would be a fair and reasonable thing. In the lungs, the carbon dioxide exchanges for oxygen with the justice of stoichiometry. Transformation is always possible. The oxygen has persuasive arguments. The CO2 has its own. No cell changes its body, it just changes its mind. This body holds its power in its tiny mitochondrial engines—forward moving but not at anyone else’s great expense. This is a kind of country I could live in. One day, I will be small enough.
I tried to bring a book. I tried to bring a chair. I tried to talk to the other moms. I tried to talk to the dads. I tried to bring the team snack but failed, bringing carrots, which children do not consider a snack. I tried to get a sense of rules that say you can’t kick the ball first if you’re the one who kicked it off, but I think I have that wrong too. I tried to pull the grass and eat the milky ends, but there was elk shit all over and dog piss probably too. Really, there was nothing to eat except carrots and therefore I had a hard time paying attention. She didn’t kick the ball hard enough and when she did kick it, the ball went out of bounds. Sometimes, she kicked it the wrong direction. Sometimes, someone kicked it hard in the wrong direction and all the kids ran all the way out of bounds, offsides, down the hill, over elk shit and dog piss chasing a ball that would never come back. For me, it was good for a metaphor anyway—soccer balls as youth or boys or hungry members of the Cervidae family looking for edible grass on the other side of the mountain where perhaps the fire or the drought didn’t wipe all the grass out. Metaphor breaks all the rules. Unlike youth and boys, the ball comes back. Maybe edible grass too.
I apologize for the melodrama. But I need to stay here and think about the end of the world because I wasn’t going to get up off my chair or put down my book and join them in chasing that ball. I knew I’d never catch it and the team would never forgive me for getting in the way of a game whose rules have nothing to do with a lesson on how to eat the crumbs of broken metaphors.
You have to sound hyped up. You have to sound breathless. You have to use words like “broadly-connected” and “an approach unusually taken.” You have to make it sound like this is their good news too, even though you’re the one going to be on TV. You have to believe that we all share in the wealth of the land, that we all share in the wealth, that we all share in the wealth of the wealthy land that is TV to make it clear to them that this is their good opportunity although they themselves will not be on TV. TV is where they offer microsmooth technology to cover up your micropores because if you are on TV the camera adds exponents to your skin, yours, not theirs, gratefully, since TV is not for everyone. However news is for everyone and you and they can stand together and hold hands, although you will be out in front and they will stand just a touch to the side, a little farther, and united in this endeavor. To insure, because that’s what this moment is, insurance in the wealth of nations, insurance that we will all go on sharing in the wealth of land and nation and TV, this moment is as good as can be, you assure them they can let go and applaud. Just the sound of hands clapping sends good news right through your skin.
From the Writer
When I wrote these microessays, I was working on a big essay project about microorganisms. These microorganisms did such amazing things: they could reduce pollutants in water by chemically engaging with the pollutant. They wouldn’t so much eat them as throw off electrons, changing the chemical make-up of say, nitrate, which is bad, into nitrogen, which is good. What I loved was the way microorganisms could adapt to their surroundings while simultaneously adapting their surroundings—just like humans. It made me think how everything adapts its environment to suit it. So does the writing. How could I write a big gigantic essay that tried to tell a very long story about the behavior of microorganisms? If I really wanted to tell a story about things micro, I should tell it microscopically. Or at least briefly. In these short essays, I strove for dynamism and adaptability. In brevity, you can duck and cover. You can wrap your mind fully around one idea. Like a camera, you can take a big idea, put a frame around it and make it small. Small enough to matter.
Nicole Walker’s nonfiction book, Quench Your Thirst with Salt, won the 2011 Zone 3 nonfiction prize (Zone 3 Press, 2013). She is also the author of a collection of poems, This Noisy Egg(Barrow Street, 2010). She edited, along with Margot Singer, Bending Genre: Essays on Nonfiction, which was released by Bloomsbury in March 2013. She is nonfiction editor at Diagram and associate professor at Northern Arizona University
The micro environment in marketing includes all those micro factors that affect business strategy, decision making and performance. It is vital for business success to conduct macro environment and micro environment analysis before decision-making process. include political, economic, social, technological, and legal factors. On the other hand, company micro environment factors include customers, suppliers, competitors, employees, shareholders and media.
How Micro Environment Affect Business Decisions
Mostly, in the marketing environment, micro factors do not affect all the businesses in the industry in the same manner. The reason is that every business is different in size, capacity, financial resources, human resources and overall strategies.
For example, competitors affect the business decision-making process. MacBook Pro is a well-known brand of Apple Inc. Dell XPS 13 and HP Spectre 13 Laptops are giving Apple Inc. a tough time and certainly affect its decision making. Apple is already introduced a functional keys touch bar. It is possible that Apple Inc. introduces MacBook Pro with Intel Coffee Lake Processor in mid 2018 to compete with its rivals and sustain the customer base.
Examples of Micro Environment Factors Affect Business
Customers
The customers are the central part of any business as they tend to attract and retain most of the customers to generate revenue. Therefore, organizations must adopt a marketing strategy that attracts the potential customers and retains the existing customers by taking into consideration the wants and needs of customers and by providing the after sales services and value-added services.
Competitors
The competitors of an organization can have a direct impact on business strategies. The organization must know how to do a competitive analysis of competitors and have a competitive advantage. An organization must understand, what value added services their competitor is providing or the unique selling point of their competitors. How they can differentiate from their competitors. What benefits a company can offer to the customers which competitors does not offer.
In other words, understand competitors marketing mix strategy i.e. product, price, placement, promotion, people, process and physical evidence. Other approaches for market competitive analysis is PEST Analysis, PESTLE Analysis and SWOT Analysis as well.
An organization must understand that unawareness of competitors can make it difficult beat the competitors and lead the market. It must know how competitors react when there is a change in market environment such as political and legal changes, technological change, change in consumers behaviours can impact their business. They should also analyze how their competitors are responding to market changes and what tactics they are using to come up with better planning to these changes.
Example
For Instance, Videocon, BPL, Onida and others are competitors of Philip Television in Television Market. The other form of competition is “Product Form” in which customer seeks different features and functions in a product. For example, a customer is willing to purchase a two-wheeler car which can come with gears and without gear, automatic or manual. These are the features of product and services which customer would be considered during the purchase process.
Employees
Skilled employees can help an organization to achieve organizational goals and objectives. As skilled and experienced employees has expertise to support organization to get success. This begins with the hiring process and continues through regular and timely training and development sessions. The training and development process helps the employees to work effectively and efficiently in order to achieve the organizational goals, specifically in service sector.
Example
To some extent employees affect business environment. If there is low motivation and low skilled employees, business would suffer as the employees would be least motivated towards sales.
Suppliers
Actions of a supplier can influence the business strategy, as they provide the materials for production. For instance, if their services will not reasonable and timely that will affect the production time and the sales due to delayed process of production.
Example
If the supplier increases the prices of raw material they provide to the company, it will impact the marketing mix strategy of an organization, which will end-up with the increase in price of finished goods. Therefore keeping a strong relation with supplier can help a company in getting an edge over competitors.
Shareholders
Example Of Memoir Essay
Shareholders of an organization have an influence as the company want investors to increase for this they might make a decision to increase money by buoyant on stock market, i.e. shifting to public from private ownership. This change will pressure the company as the public shareholders seek returns on their investment.
Example
The shareholders’ demand for raise in profit can influence the business success in longer-run. Therefore, it is important for top management to keep strong and better relations with shareholders to have a successful business on long-term basis.
Media and Social Media
The way media acts can make or break an organization. Organization should manage to keep a good relationship with media as whatever it shows will directly influence the organization business. If media will show positive aspect, this will increase the business of organization and vice-versa. In order to maintain good relations with media some organization do maintain a public relation department who manage events and deal with media on behalf of company
Organizations must understand the ways which they can reach their customers and have positive company and brand image in their mind. For this, some organization approaches newspapers to let people know about their business and some approach consumer television programs to have the attention of a large number of direct audience. These days social media applications are a good idea to reach customers in a more appropriate way i.e. Facebook, Youtube, Twitter and Instagram etc.
Mini Memoirs
Example
Micro Memoir Examples
A story that has been done by the media on a one-off, could impact on a firms’ daily operations thus becoming that firms micro environment. However, a firm could be influenced to have long term operational decisions in a bid to avoid negative media stories.
What Is A Micro Memoir
It is not necessary that business will control microenvironment factors all the time. Since micro and macro environment affect marketing campaigns, companies should conduct environmental analysis before developing marketing strategy.