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 Part 1: Understand the Value Proposition

marketing—this gives the instructor a chance to introduce the marketing mix and make that point that
marketing covers more than just communication.
p. 2 REAL PEOPLE, REAL CHOICES—HERE’S MY PROBLEM
AT COMCAST Comcast has been working hard to improve its
customer service and brand reputation. Because Comcast opts-in
customers to marketing messages at point of sale, promotional
messages are permitted through email. Comcast had to weigh the
decision to balance any messages seen as noncritical or promotional
with key service messages—too many messages might cause a
customer to tune-out all messages but sending none would not aid the
customer in understanding what services might be a better fit for their
household. Suzanne had three options:
1: Don’t email these customers about anything more than the products
they have.
2: Add promotional emails to the flow.
3: Use emails to highlight ways to upgrade service plans as a part of
the service email.

See what option Suzanne chose option #3.

p. 4 1. MARKETING: WHAT IS IT?
Marketing is first and foremost about satisfying consumer needs. We
like to say that the consumer is king (or queen), but it’s important not
to lose sight of the fact that the seller also has needs—to make a
profit, to remain in business, and even to take pride in selling the
highest-quality products possible. Products are sold to satisfy both
consumers’ and marketers’ needs—it’s a two-way street. Marketing
is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.

p. 4 1.1 Marketing Is the Activity, Institutions, and Processes

The importance organizations assign to marketing activities varies a
lot. A marketer’s decisions affect—and are affected by—the firm’s
other activities. Marketing managers must work with financial and
accounting officers to figure out whether products are profitable, to set
marketing budgets, and to determine prices.

p. 5 1.2 Creating, Communicating, Delivering, and Exchanging: Figure 1.1

The Marketing Mix Snapshot: The
To satisfy needs, marketers need many tools. The marketing mix Marketing Mix
consists of the tools the organization uses to create a desired response
among a set of predefined consumers. These tools include the product,
the price, the promotional activities and the places. We refer to the
marketing mix as the four Ps: product, price, promotion, and place.

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 Chapter 1: Welcome to the World of Marketing

Although we talk about the four Ps as separate parts of a firm’s

marketing strategy, in reality, product, price, promotion, and place
decisions are interdependent. Decisions about any one of the four are
affected; and affect every other marketing mix decision. Let’s look at
each of the four Ps to gain some more insight into their role in the
marketing mix.
p. 6
1.2.1 Product
The product is a tangible good, a service, an idea, a place, and a
person—whatever is offered for sale in the exchange. This aspect of
the marketing mix includes the design and packaging of a good, as
well as its physical features and any associated services, such as free
delivery.
p. 6
1.2.2 Promotion
Promotion, often referred to as marketing communications, includes
all the activities marketers undertake to inform consumers about their
products and to encourage potential customers to buy these products.
p. 6
1.2.3 Place
Place refers to the availability of the product to the customer at the
desired time and location. This P relates to a channel of distribution,
which is the set of firms that work together to get a product from a
producer to a consumer.
p. 6
1.2.4 Price
Price is the assignment of value, or the amount the consumer must
exchange to receive the offering. Marketers often turn to price to
increase consumers’ interest in a product.

At the heart of every marketing act—big or small—is an “exchange

relationship.” An exchange occurs when a person gives something
and gets something else in return.
p. 7
1.3 Offerings . . . : What Can We Market?
We’ll refer to any good, service, or idea that we can market as a
product, even though what you buy may not take a physical form.
p. 7
1.3.1 Consumer Goods and Services
Consumer goods are the tangible products that individual consumers
purchase for personal or family use. Services are intangible products
that we pay for and use but don’t own. Marketers need to understand
the special challenges that arise when they market an intangible
service rather than a tangible good. Because both goods and services
are products, it’s more accurate to say “goods and services” rather
than “products and services.”

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 Part 1: Understand the Value Proposition

p. 8 1.3.2 Business-to-Business Goods and Services

Business-to-business marketing is the marketing of goods and
services from one organization to another. Although we usually relate
marketing to the thousands of consumer goods begging for our dollars
every day, the reality is that businesses and other organizations buy a
lot more goods than consumers do. They purchase these industrial
goods for further processing or to use in their own business
operations.

E-commerce is the buying and selling of products on the Internet.

p. 8 1.3.2.1 Not-for-Profit Marketing

You don’t have to be a businessperson to use marketing principles.
Many not-for-profit organizations also known as nongovernmental
organizations or NGOs, including museums, zoos, and even
churches, practice the marketing concept.
The intense competition for support of civic and charitable activities
means that only the not-for-profits that meet the needs of their
constituents and donors will survive.

p. 8 1.3.3 Idea, Place, and People Marketing

Marketing principles are also used to market ideas, places, and people.
Examples include:

Fatherhood involvement, Shelter-pet adoption,

Microcelebrities
Some of the same principles that go into “creating” a celebrity apply
to you. An entertainer must “package” his/her talents, identify a
market that is likely to be interested, and work hard to gain exposure
to these potential customers by appearing in the right venues. You can
use marketing strategies to create your unique brand—Brand You

Website: Big Brothers Big Sisters is an example of a non-profit organization. What benefits are
offered to the volunteer? Can you cite examples of societal marketing on this site?
www.bbbs.org Go to Volunteer page.

Discussion question: Have you ever thought about the fact that not-for-profit companies need to use
marketing as well? If not, why?

p. 9 1.4. VALUE FOR CUSTOMERS Table 1.1

According to the marketing concept, marketers first identify Value for
consumer needs and then provide products that satisfy those needs to Customers
ensure the firm’s long-term profitability. A need is the difference
between a consumer’s actual state and some ideal or desired state.
When the difference is big enough, the consumer is motivated to take
action to satisfy the need. Needs relate to physical functions (such as

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 Chapter 1: Welcome to the World of Marketing

eating) or to psychological ones (such as social acceptance). The

specific way a person satisfies a need depends on his or her unique
history, learning experiences, and cultural environment.

Website: Subaru is one company that tries to meet the psychological needs of consumers to feel safe
(as well as their need for reliable transportation). Visit the Subaru website: www.Subaru.com
p. 9 A want is a desire for a particular product we use to satisfy a need in
specific ways that are influenced culturally and socially.

A product delivers a benefit when it satisfies a need or want. For

marketers to be successful, they must develop products that provide
one or more benefits that are important to consumers.

When you couple desire with the buying power or resources to satisfy
a want, the result is demand.

A market consists of all the consumers who share a common need

that can be satisfied by a specific product and who have the resources,
willingness, and authority to make the purchase.

A marketplace used to be a location where buying and selling occurs

face to face. In today’s “wired” world, however, buyers and sellers
might not even see each other. The modern marketplace may be
face-to-face, or through a mail-order catalog, a TV shopping network,
an eBay auction, or a phone app.

p. 10 Marketplaces are evolving. Consumers, especially younger ones,

would rather rent than purchase. Rentrepreneurs make money by Exhibit: Uber and
renting out their stuff when they aren’t using it—offering everything other ride-sharing
from barbecue grills and power tools to Halloween costumes. Some services
analysts refer to this mushrooming trend as collaborative
consumption.
Website: Visit White Castle’s website. What “benefit” are they touting? Would you classify it as a
“want” or a “need”? http://www.whitecastle.com/

Discussion question: What are your favorite marketplaces in which to shop and why?

p. 10 1.4.1 Marketing Creates Utility

Marketing transactions create utility, which refers to the sum of the
benefits we receive when we use a good or service.

Marketing processes create several different kinds of utility to provide

value to consumers:

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 Part 1: Understand the Value Proposition

• Form utility is the benefit marketing provides by transforming

raw materials into finished products.
• Place utility is the benefit marketing provides by making
products available where customers want them.
• Time utility is the benefit marketing provides by storing
products until they are needed. Exhibit: Rent the
• Possession utility is the benefit marketing provides by Runway
allowing the consumer to own, use, and enjoy the product.
p. 11 1.4.2 Value for Clients and Partners
Marketing meets the needs of diverse stakeholders. The term
stakeholders here refers to buyers, sellers, investors in a company,
community residents, and even citizens of the nations where goods
and services are made or sold—in other words, any person or
organization that has a “stake” in the outcome. Thus, marketing is
about satisfying everyone involved in the marketing process.

p. 11 1.4.3 Value for Society at Large Exhibit: Green

Is it possible to contribute to society and the earth and contribute to Marketing
your paycheck? Target, one the largest retailers, announced that two
of its top priorities are environmental sustainability and responsible
sourcing.
2. WHEN DID MARKETING BEGIN? THE EVOLUTION OF
A CONCEPT

p. 12 2.1 The Production Era

A production orientation works best in a seller’s market when Table 1.2
demand is greater than supply because it focuses on the most efficient Marketing’s
ways to produce and distribute products. Essentially, consumers have “Greatest Hits”
to take whatever is available. Under these conditions, marketing plays
a relatively insignificant role—the goods literally sell themselves
because people have no other choices. Firms that focus on a
production orientation tend to view the market as a homogeneous
group that will be satisfied with the basic function of a product.
p. 12 2.2 The Sales Era
When product availability exceeds demand in a buyer’s market,
businesses may engage in the “hard sell” in which salespeople
aggressively push their wares. Selling orientation means that
management views marketing as a sales function, or a way to move
products out of warehouses so that inventories do not pile up. The
selling orientation gained in popularity after World War II. However,
consumers as a rule do not like to be pushed, and the hard sell gave
marketing a bad image. Companies that still follow a selling
orientation tend to be more successful at making one-time sales rather
than at building repeat business. We are most likely to find this focus
among companies that sell unsought goods—products that people do
not tend to buy without some prodding.

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 Chapter 1: Welcome to the World of Marketing

Discussion question: Do you mind when someone tries to “hard sell” you on a product? How do you
usually react to “hard sell” salesperson?

p. 13 2.3 The Relationship Era

A consumer orientation satisfies customers’ needs and wants. With Table 1.3
inflation and recession in the past, firms had to do more than meet The Evolution of
consumers’ needs—they had to do this better than the competition and Marketing
do it repeatedly. They increasingly concentrated on improving the
quality of their products. By the early 1990s, many in the marketing
community followed an approach termed Total Quality
Management (TQM). The TQM perspective takes many forms.
Essentially, TQM is a management philosophy that involves all
employees from the assembly line onward in continuous product
quality improvement.
p. 14 2.4 The Triple-Bottom-Line Orientation
A triple-bottom-line orientation means building long-term bonds
with customers rather than merely selling them stuff today. This new
way of looking at business emphasizes the need to maximize three
components:

• The financial bottom line: Financial profits to stakeholders

• The social bottom line: Contributing to the communities in
which the company operates
• The environmental bottom line: Creating sustainable business
practices that minimize damage to the environment or that
even improve it

p. 14 Another result of this new way of long-term thinking is the societal

marketing concept, which maintains that marketers must satisfy Exhibit: Habitat
customers’ needs in ways that also benefit society while still for Humanity
delivering a profit to the firm.

p. 14 An important trend now is for companies to think of ways to design

and manufacture products with a focus on sustainability, which we
define as “meeting present needs without compromising the ability of
future generations to meet their needs.” Sustainability applies to many
aspects of doing business, including social and economic practices
(e.g., humane working conditions and diplomacy to prevent wars that
deplete food supplies, atmospheric quality, and of course, lives). One
other crucial pillar of sustainability is the environmental impact of the
product. Green marketing, the development of marketing strategies
that support environmental stewardship by creating an
environmentally founded differential benefit in the minds of
consumers, is being practiced by most forward-thinking firms today.

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 Part 1: Understand the Value Proposition

In addition to building long-term relationships and focusing on social

responsibility, triple-bottom-line firms place a much greater focus on
p. 14 accountability—measuring just how much value marketing activities
create. This means that marketers at these organizations ask hard
questions about the true value of their efforts and their impact on the
bottom line. These questions all boil down to the simple acronym of
ROMI (return on marketing investment). Marketers now realize
that if they want to assess just how much value they are creating for
the firm, they need to know exactly what they are spending and what
the concrete results of their actions are.
Website: Visit Girls Inc. (inspiring all girls to be strong, smart, and bold) for a discussion about the
social marketing concept: www.girlsinc.org

►Marketing Moment In-Class Activity

A company developed a game called JFK Reloaded, which allows the participant to get behind Lee
Harvey Oswald’s sniper rifle and recreate the assassination. The player, who can most closely replicate
the shot, wins the game. How would you assess this product in terms of the societal marketing concept?

►Marketing Moment In-Class Activity

Marketing occurs in non-business organizations under different names. Can you think of other names
for “customers” in non-business organizations? Example—hospitals: patients, psychologists: clients,
schools: students, non-profits: donors, etc.
p. 15 2.5 What’s Next in the Evolution of Marketing?
In the years ahead we will see an acceleration of the most important
factors that marketers think about today. These predictions include: Good
content, big data, mobile marketing, the sharing economy, artificial
intelligence, and corporate citizenship.

Mobile marketing, interacting with consumers via mobile phones,

p. 15 tablets, and wearable screens such as smart watches, will be one of the
prime factors in marketing’s future.

The sharing economy is a term to describe the peer-to-peer renting and

sharing of goods.

Corporate citizenship, also called corporate social responsibility, refers

to a firm’s responsibility to the community in which it operates and to
society in general. In the future, good corporate citizenship will become
a major marketing function.

Artificial intelligence (AI) allows machines to learn from experience and

perform human-like tasks. Whether you talk about self-driving cars or
creating individual ads, with AI, computers can be trained by processing
large amounts of data and finding patterns.

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 Chapter 1: Welcome to the World of Marketing

The Internet of Things (IoT) is a network of physical objects that use

sensors, software, and connections to exchange and collect data. AI allows
machines to learn from experience and perform human-like tasks.

►Marketing Moment In-Class Activity

Should e-cigarettes be marketed like any other widely available product such as milk or music?

p. 16 3. THE VALUE OF MARKETING AND THE MARKETING OF

VALUE
One way to look at value is to think of it as a ratio of benefits to costs—
customers “invest” their time and money to do business with a firm, and
they expect benefits in return.

p. 16 3.1 Value from the Customer’s Perspective

The value proposition includes the whole bundle of benefits the firm
promises to deliver, not just the benefits of the product itself.

Marketers then communicates these benefits to the customer in the form

of a value proposition, a marketplace offering that fairly and accurately
sums up the value that the customer will realize if he or she purchases the
product. The challenge to the marketer is to create an attractive value
proposition. A big part of this challenge is convincing customers that this
value proposition is superior to others they might choose from
competitors.

p. 16 3.2 Value from the Seller’s Perspective

Value from a seller’s perspective can take many forms such as money,
prestige or pride in their competitive advantage.

Smart companies today understand that making money from a single

transaction does not provide the kind of value they desire. In recent
years, many firms have transformed the way they do business. They now
regard consumers as partners in the transaction rather than as passive
“victims.”

p. 17 Brandfests are events hosted by companies to thank customers for their

loyalty.

It is more expensive to attract new customers than it is to retain current

ones. Companies that calculate the lifetime value of a customer look at
how much profit they expect to make from a particular customer,
including each purchase he or she will make from them now and in the
future. To calculate lifetime value, companies estimate the amount the
person will spend and then subtract what it will cost to maintain this
relationship.

Copyright © 2020 Pearson Education, Inc.

Part 1: Understand the Value Proposition

►METRICS MOMENT How do marketers measure value?

Increasingly, they develop marketing scorecards that report (often in
quantified terms) how the company or brand is actually doing in
achieving various goals. We can think of a scorecard as a marketing
Table 1.4 An
department’s report card. Throughout this book, we will give you the
Example of a
opportunity to “get your hands dirty” as you calculate ROI using various
Customer
kinds of scores, or metrics.
Service
Apply the Metrics
Scorecard
1. Using Table 1.4 as a template, develop a scorecard for customer
satisfaction with your marketing class. You will need to develop your
own relevant items for satisfaction measurement.
2. Then have the students in your class complete the scorecard now and

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 Chapter 1: Welcome to the World of Marketing

again in the middle of the semester.

3. Summarize, interpret, and present the results.

p. 17 3.2.1 Provide Value through Competitive Advantage

How does a firm go about creating a competitive advantage? The first
step is to identify what it does really well. A distinctive competency is a
firm’s capability that is superior to that of its competition.

The second step in developing a competitive advantage is to turn a

distinctive competency into a differential benefit—one that is important
to customers. Differential benefits set products apart from competitors’
products by providing something unique that customers want.
Differential benefits provide reasons for customers to pay a premium for
a firm’s products and exhibit a strong brand preference.

Effective product benefits must be both different from the competition

and from things customers want. A firm that delivers these desired
benefits provides value to its customers and other stakeholders.
p. 18 3.2.2 Add Value through the Value Chain
Many different players—both within and outside a firm—need to work Table 1.5 How
together to create and deliver value to customers. The value chain is a Firms Achieve
useful way to appreciate all the players that work together to create a Competitive
value. This term refers to a series of activities involved in designing, Advantage
producing, marketing, delivering, and supporting any product. In with a
addition to marketing activities, the value chain includes business Distinctive
functions such as human resource management and technology Competency
development.

The main activities of value-chain members include the following:

• Inbound logistics: Bringing in materials to make the product
• Operations: Converting the materials into the final product
• Outbound logistics: Shipping out the final product Figure 1.2
• Marketing: Promoting and selling the final product Snapshot:
• Service: Meeting the customer’s needs by providing any Apple’s Value
additional support required Chain

We have organized this book around the sequence of steps necessary to

ensure that the appropriate value exchange occurs and that both parties to
the transaction are satisfied—making it more likely they will continue to
do business in the future.

3.2.3 Consumer-Generated Value: From Audience to Community

p. 20 One of the most exciting new developments in the marketing world is the
evolution of how consumers interact with marketers. Haul videos are

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 Part 1: Understand the Value Proposition

videos consumers post on YouTube that detail the latest stuff they
bought. Consumer-generated content include:
• Loews Hotels opted to use photos of actual guests in their
marketing instead of hiring actors. They began the process by
looking through Instagram photos that their guests had already Figure 1.3
shared. This inspiration turned into the #TravelForReal campaign Process:
where they invited real travelers to capture the essence of each Create and
hotel. They collected these photos and used them on their Deliver Value
website, social media outlets

p. 21 3.2.4 Consumer Generated Value: Social Networking

Consumers also create value through social media, Internet-based
platforms that allow users to create their own content and share it with
others who access their sites. On social networking platforms, a user
posts a profile on a website and he or she provides and receives links to
other members of the network to share input about common interests.
Advertisers realize that these social networking sites are a great way to
reach an audience that tunes in regularly and enthusiastically to catch up
with friends, check out photos, proclaim opinions about political or
social issues, or share discoveries of new musical artists. Social
networking is an integral part of what many call Web 2.0, the second
generation of the World Wide Web that incorporates social networking
and user interactivity.

The web categorizes entries according to folksonomy rather than

“taxonomy.” In other words, sites rely on users rather than pre-
established systems to sort contents.

The “Wisdom of Crowds” perspective (from a book by that name)

argues that under the right circumstances, groups are smarter than the
smartest people in them are. If this is true, it implies that large numbers
of (non-expert) consumers can predict successful products. Marketers
rely on crowdsourcing when they outsource marketing activities to a
large group of people, often through a social networking community.
p. 22 3.3 Value from Society’s Perspective
Every company’s activities influence the world around it in ways both
good and bad. We must consider how marketing transactions add or
subtract value from society. Companies usually find that stressing ethics
and social responsibility also is good business, at least in the long run.

p. 22 3.3.1 The Dark Side of Marketing and Consumer Behavior

Whether intentionally or not, some marketers do violate their bond of
trust with consumers. Despite the best efforts of researchers, government
regulators, and concerned industry people, sometimes consumers’ worst
enemies are themselves—our desires, choices, and actions often result in
negative consequences to ourselves and the society in which we live.

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 Chapter 1: Welcome to the World of Marketing

p. 23 Some dimensions of “the dark side” of consumer behavior include:

• Terrorism
• Addictive consumption: Consumer addiction is a physiological
or psychological dependency on goods or services.
• Exploited people: Sometimes people are used or exploited,
willingly or not, for commercial gain in the marketplace.
Consumed consumers are people who themselves become
commodities.
• Illegal activities: The cost of crimes consumers commit against
business has been estimated at more than $40 billion per year.
• Shrinkage: Someone steals from a store every five seconds.
• Anticonsumption: Some types of destructive consumer behavior
are anticonsumption, when people deliberately deface products.
►Marketing Moment In-Class Activity
Ask students to think of businesses that engage in socially responsible activities. What is the activity
and how does it help society?
Discussion question: Do you personally feel that marketing is “evil?” Why or why not?
p. 24 4. MARKETING AS A PROCESS
Our definition of marketing also refers to processes. This means that
marketing is not a one-shot operation. When it’s done right, marketing
is a decision process in which marketing managers determine the
strategies that will help the firm meet its long-term objectives and then
execute those strategies using the tools they have at their disposal.

A big part of the marketing process is market planning, where we think

carefully and strategically about the “big picture” and where our firm and
its products fit within it. Firms (or individuals) that engage in marketing
planning ask questions like these:
• What product benefits will our customers look for in three to five
years?
• What capabilities does our firm have that set it apart from the
competition?
• What additional customer groups might provide important market
segments for us in the future?
• How will changes in technology affect our production process,
our communication strategy, and our distribution strategy?
• What changes in social and cultural values are occurring now that
will affect our market in the next few years?
• How will customers’ awareness of environmental issues affect
their attitudes toward our manufacturing facilities?
• What legal and regulatory issues may affect our business in both
domestic and global markets?
p. 24
Answers to these and other questions provide the foundation for
developing an organization’s marketing plan. This document describes
the marketing environment, outlines the marketing objectives and

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 Part 1: Understand the Value Proposition

strategy, and identifies who will be responsible for carrying out each part
of the marketing strategy.

Some firms choose to reach as many customers as possible so they offer

their goods or services to a mass market that consists of all possible
customers in a market regardless of the differences in their specific needs
and wants.

Although this approach can be cost-effective, the firm risks losing

potential customers to competitors whose marketing plans instead try to
meet the needs of specific groups within the market. A market segment
is a distinct group of customers within a larger market who are similar to
one another in some way and whose needs differ from other customers in
the larger market. Depending on its goals and resources, a firm may
choose to focus on one segment. A target market is the segment(s) on
which an organization focuses its marketing plan and toward which it
directs its marketing efforts. A product’s market position is how the
target market perceives the product in comparison to competitor’s
brands.
5. Brand You: A Framework for Managing Your Career
p. 25 Your brand will help you present yourself to employers as a top
candidate when you seek internships and jobs during college.
5.1 Starting the Brand You Process No matter what type of career you
want, creating your personal brand will help you manage that career.
5.2 Applying Marketing Concepts to Brand You
Developing a brand identity is only the first step.

IV. END-OF-CHAPTER ANSWER GUIDE

CHAPTER QUESTIONS AND ACTIVITIES

QUESTIONS: TEST YOUR KNOWLEDGE

1-1. Briefly explain what marketing is.

Though marketing can be described in many ways, the best definition is that marketing is
the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, and services to create exchanges that satisfy individual and
organizational objectives.

1-2. List and describe the four Ps of the marketing mix.

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 Chapter 1: Welcome to the World of Marketing

• Product: a good, service, idea, place, person—whatever is offered for sale in

exchange.
• Price: the assignment of value or the amount the consumer must exchange to receive
the offering.
• Place: the availability of the product to the customer at the desired time and location.
• Promotion: all of the activities marketers undertake to inform consumers or
organizations about their products, and to encourage customers to buy these products.

1-3. Define the terms consumer goods, services, and industrial goods. What do we mean by
marketing ideas, people, and places?
Consumer goods are the tangible products that individual consumers purchase for
personal or family use. Examples: laundry detergent, food, home computer.

Services are intangible products that we pay for and use but never own. Examples: dry
cleaning, tax preparation, dermatologist.

Industrial goods are bought by organizations for further processing or for use in their
business operations. Examples: wood for paper, rubber for tires, steel for cars.

Marketing principles are also used to market ideas, places, and people. Examples include:
• Fatherhood involvement
• Shelter-pet adoption
• Microcelebrities
Some of the same principles that go into “creating” a celebrity apply to you. An
entertainer must “package” his/her talents, identify a market that is likely to be interested,
and work hard to gain exposure to these potential customers by appearing in the right
venues. You can use marketing strategies to create your unique brand—Brand You

1-4. What is user generated content? What is branded content?

Marketers need to think of users as a community that is motivated to participate in both

the production and the consumption of what companies sell. They also are part of the
brand communication process as they create their own videos, provide product reviews,
and participate in blogs. This is called consumer-generated content. Smart companies
today understand that making money from a single transaction does not provide the kind
of value they desire. In recent years, many firms have transformed the way they do
business. They now regard consumers as partners in the transaction rather than as passive
“victims.”

Brandfests are events hosted by companies to thank customers for their loyalty.
generated content has become more important than branded content.

1-5. What is utility? How does marketing create different forms of utility?

Copyright © 2020 Pearson Education, Inc.

Part 1: Understand the Value Proposition

Utility is the usefulness or benefit received by consumers from a product. Marketing

creates several forms of utility: a) form utility, raw materials are changed into a finished
product; b) place utility, the organization makes products available where consumers
want them; c) time utility, products are stored until they are needed by the consumer; and
d) possession utility, the organization allows the consumer to own, use, and/or enjoy the
product.

1-6. Trace the evolution of the marketing concept. What is the triple bottom line orientation?

The marketing concept has gone through a few stages throughout the years. These stages
include:
• The Production Era: a production orientation works best in a seller’s market when
demand is greater than supply because it focuses on the most efficient ways to
produce and distribute products.
• The Sales Era: a selling orientation means that management views marketing as a
sales function, or a way to move products out of warehouses so that inventories do
not pile up.
• The Relationship Era: a consumer orientation that satisfies customers’ needs and
wants.
• The Triple Bottom Line: a triple bottom-line orientation means building long-term
bonds with customers rather than merely selling them stuff today. This new way of
looking at business emphasizes the need to maximize three components:
▪ The financial bottom line ---Financial profits to stakeholders,
▪ The social bottom line--- Contributing to the communities in which the
company operates
▪ The environmental bottom line---Creating sustainable business practices that
minimize damage to the environment or that even improve it

• Customer relationship management (CRM) involves systematically tracking

consumers’ preferences and behaviors over time in order to tailor the value
proposition as closely as possible to each individual’s unique wants and needs.
• The social marketing concept, which maintains that marketers must satisfy
customers’ needs in ways that also benefit society while still delivering a profit to the
firm.
• Sustainability is defined, as “meeting present needs without compromising the ability
of future generations to meet their needs.
• Accountability—measuring just how much value marketing activities create (ROI:
return on investment).

1-7. Explain how marketers practice the societal marketing concept and sustainability.

An important trend now is for companies to think of ways to design and manufacture
products with a focus on sustainability, defined as “meeting present needs without
compromising the ability of future generations to meet their needs.” Sustainability applies
to many aspects of doing business, including social and economic practices (e.g., humane

Copyright © 2020 Pearson Education, Inc.

Random documents with unrelated
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story simply, confining himself, as much as possible, to the bare
outline of the facts. The man of law was evidently struck by the new
turn he gave to the tale; for Sir Boyvill had unhesitatingly accused
Falkner of murder. "This Falkner," he said, "had concealed himself for
the space of thirteen years, till his accomplice Osborne was
discovered—and till he heard of Gerard's perseverance in sifting the
truth—then, fearful the tale might be disclosed in America, he came
forward with his own narrative, which glossed over the chief crime,
and yet, by revealing the burial-place of his victim, at once
demonstrated the truth of the present accusation. It is impossible
that the facts could have occurred as he represents them, plausible
as his account is. Could a woman as timid as Alithea have rushed on
certain death, as he describes? Why should she have crossed the
stream in its fury? A bare half mile would have carried her to a
cottage where she had been safe from Falkner's pursuit. What lady
in a well-known country, where every face she met must prove a
friend, but would not have betaken herself to the nearest village,
instead of to an estuary renowned for danger. The very wetting her
feet in a brook had terrified her—never could she have encountered
the roar of waves sufficient to overwhelm and destroy her."
Such were the observations of Sir Boyvill; and though Gerard, by his
simple assertion that he believed Falkner's tale, somewhat staggered
the solicitor, yet he could not banish his notion that a trial was the
inevitable and best mode of bringing the truth to light. The jury were
now met, and Sir Boyvill gave such a turn to his evidence as at once
impressed them unfavourably towards the accused. In melancholy
procession they visited poor Alithea's grave. A crowd of country
people were collected about it—they did not dare touch the cloak,
but gazed on it with curiosity and grief. Many remembered Mrs.
Neville, and their rude exclamations showed how deeply they felt her
injuries. "When I was ill," said an old woman, "she gave me
medicine with her own hand." "When my son James was lost at
sea," said another, "she came to comfort me, and brought young
Master Gerard—and cried, bless her! When she saw me take on—
rich and grand as she was, she cried for poor James—and that she
should be there now!" "My dear mistress," cried another, "never did
she speak a harsh word to me—but for her, I could not have married
—if she had lived, I had never known sorrow!"
Execrations against the murderer followed these laments. The arrival
of the jury caused a universal murmur—the crowd was driven back—
the cloak lifted from the grave—the men looked in; the scull, bound
by her long hair—hair whose colour and luxuriance many
remembered—attracted peculiar observation; the women, as they
saw it, wept aloud—fragments of her dress were examined, which
yet retained a sort of identity, as silk or muslin—though stained and
colourless. As farther proof, among the bones were found a few
ornaments—among them, on the skeleton hand, was her wedding-
ring, with two others—both of which were sworn to by Sir Boyvill as
belonging to his wife. No doubt could exist concerning the identity of
the remains; it was sacrilege to gaze on them a moment longer than
was necessary—while each beholder, as they contemplated so much
beauty and excellence reduced to a small heap of bones, abhorrent
to the eye, imbibed a heartfelt lesson on the nothingness of life.
Stout-hearted men wept—and each bosom glowed with hatred
against her destroyer.
After a few moments the cloak was again extended—the crowd
pressed nearer—the jury retired, and returned to Ravenglass.
Neville's evidence was only necessary to prove the name and
residence of the assassin—there was no hesitation about the verdict.
That of wilful murder against Falkner was unhesitatingly pronounced
—a warrant issued for his apprehension, and proper officers
despatched to execute it.
The moment that the verdict was delivered, Sir Boyvill and his son
rode back to Dromore. Mr. Ashley and the solicitor accompanied
them—and all the ordinary mechanism of life, which intrudes so
often for our good, so to justle together discordant characters and
wear off poignant impressions, now forced Neville, who was desirous
to give himself up to meditation, to abide for several hours in the
society of these gentlemen. There was a dinner to be eaten—Mr.
Ashley partook of it, and Gerard felt that his absence would be
indecorous. After dinner he was put to a trial—more severe to a
sensitive, imaginative mind than any sharp strokes of commonplace
adversity. He was minutely questioned as to the extent of his
acquaintance with Falkner—how he came to form it—how often he
had seen him—and what had drawn confession from him they
named the criminal. These inquiries had been easily answered, but
that the name of Elizabeth must be introduced—and, as he
expected, at the mention of a daughter, a world of inquiry followed—
and coarse remarks fell from his father's lips—which harrowed up his
soul; while he felt that he had no exculpation to offer, nor any
explanation that might take from her the name and association of
the child of a murderer.
As soon as he could he burst away. He rushed into the open air, and
hurried to the spot where he could best combat with and purify the
rebellious emotions of his heart—none but the men placed as watch
were near his mother's grave. Seeing the young squire, they
retreated—and he who had come on foot at such quick pace that he
scarcely felt the ground he trod, threw himself on the sands, grateful
to find himself alone with nature. The moon was hurrying on among
the clouds—now bright in the clear ether, now darkened by heavy
masses—and the mirroring ocean was sometimes alive with
sparkling silver, now veiled and dim, so that you could hear, but not
see, the breaking of the surge.
An eloquent author has said, in contempt of such a being: "Try to
conceive a man without the ideas of God and eternity; of the good,
the true, the beautiful, and the infinite." Neville was certainly not
such. There was poetry in his very essence; and enthusiasm for the
ideal of the excellent gave his character a peculiar charm, to any one
equally exalted and refined. His mother's decaying form lay beneath
the sands on which he was stretched, death was there in its most
hideous form; beauty, and even form had deserted that frame-work
which once was the dear being, whose caresses, so warm and fond,
it yet often thrilled him to remember. He had demanded from
Heaven the revelation of his mother's fate, here he found it, here in
the narrow grave lay the evidence of her virtues and her death; did
he thank Heaven? even while he did, he felt with bitterness that the
granting of his prayer was inextricably linked with the ruin of a
being, as good and fair as she whose honour he had so earnestly
desired to vindicate.
He thought of all the sordid, vulgar, but heart-thrilling misery which
by his means was brought on Elizabeth; and he sought his heart for
excuses for the success for which he had pined. They came ready;
no desire of vulgar vengeance had been his; his motives had been
exalted, his conduct straightforward. The divine stamp on woman is
her maternal character—it was to prove that his idolized mother had
not deserted the first and most sacred duty in the world that had
urged him—and he could not foresee that the innocent would suffer
through his inquiries. The crime must fall on its first promoter—on
Falkner's head must be heaped the consequences of his act; all else
were guiltless. These reflections, however, only served to cheat his
wound of its pain for a time—again other thoughts recurred, the
realities, the squalid realities of the scene, in which she, miserable,
was about to take a part. The thief-takers and the gyves—the
prison, and the public ignominious trial—Falkner was to be subjected
to all these indignities, and he well knew that his daughter would not
leave his side. "And I, her son, the offspring of these sainted bones
—placed here by him—how can I draw near his child! God have
mercy on her, for man will have none!"
Still he could not be satisfied. "Surely," he thought, "something can
be done, and something I will do. Already men are gone, who are to
tear him from his home, and to deliver him up to all those vile
contrivances devised for the coercion of the lowest of mankind—she
will accompany him, while I must remain here. To-morrow these
remains will be conveyed to our house—on the following day they
are to be interred in the family vault, and I must be present—I am
tied, forced to inaction—the privilege of free action taken from me."
Hope was awakened, however, as he pursued these thoughts, and
recollected the generous, kindly disposition of Lady Cecil, and her
attachment to her young friend. He determined to write to her. He
felt assured that she would do all in her power to alleviate
Elizabeth's sufferings—what she could do, he did not well
understand—but it was a relief to him to take some step for the
benefit of the devoted daughter. Bitterly as he thought of these
things, did he regret that he had ever seen Elizabeth? So
complicated was the web of event, that he knew not how to wish
any event to have occurred differently; except that he had not
trusted to the hollow pretences of his father. He saw at once how
the generous and petty-minded can never coalesce—he ought to
have acted for himself, by himself; and miserable as in any case the
end must have been, he felt that his own open, honourable revenge
would have been less cruel in its effects than the malicious pursuit of
his vindictive father.

CHAPTER XXXVII

There is an impatient spirit in the young, that will not suffer them to
take into consideration the pauses that occur between events. That
which they do not see move, they believe to be stationary. Falkner
was surprised by the silence of several days on the part of Neville;
but he did not the less expect and prepare for the time, when he
should be called upon to render an account for the wrong he had
done. Elizabeth, on the contrary, deemed that the scene was closed,
the curtain fallen. What more could arise? Neville had obtained
assurance of the innocence and miserable end of his mother. In
some manner this would be declared to the world; but the echo of
such a voice would not penetrate the solitude in which she and her
guardian were hereafter to live. Silence and exclusion were the
signal and seal of discovered guilt—other punishment she did not
expect. The name of Falkner had become abhorrent to all who bore
any relationship to the injured Alithea. She had bid an eternal adieu
to the domestic circle at Oakly—to the kind and frank-hearted Lady
Cecil—and, with her, to Gerard. His mind, fraught with a thousand
virtues—his heart, whose sensibility had awoke her tenderness, were
shut irrevocably against her.
Did she love Gerard? This question never entered her own mind. She
felt, but did not reason on, her emotions. Elizabeth was formed to
be alive to the better part of love. Her enthusiasm gave ideality, her
affectionate disposition warmth, to all her feelings. She loved
Falkner, and that with so much truth and delicacy, yet fervour of
passion, that scarcely could her virgin heart conceive a power more
absolute, a tie more endearing, than the gratitude she had vowed to
him; yet she intimately felt the difference that existed between her
deep-rooted attachment for him she named and looked on as her
father, and the spring of playful, happy, absorbing emotions that
animated her intercourse with Neville. To the one she dedicated her
life and services; she watched him as a mother may a child; a smile
or cheerful tone of voice was warmth and gladness to her anxious
bosom, and she wept over his misfortunes with the truest grief.
But there was more of the genuine attachment of mind for mind in
her sentiment for Neville. Falkner was gloomy and self-absorbed.
Elizabeth might grieve for, but she found it impossible to comfort
him. With Gerard it was far otherwise. Elizabeth had opened in his
soul an unknown spring of sympathy, to relieve the melancholy
which had hitherto overwhelmed him. With her he gave way freely
to the impulses of a heart which longed to mingle its hitherto
checked stream of feeling with other and sweeter waters. In every
way he excited her admiration as well as kindness. The poetry of his
nature suggested expressions and ideas at once varied and
fascinating. He led her to new and delightful studies, by unfolding to
her the pages of the poets of her native country, with which she was
little conversant. Except Shakspeare and Milton, she knew nothing of
English poetry. The volumes of Chaucer and Spenser, of ancient
date; of Pope, Gray, and Burns; and, in addition, the writings of a
younger, but divine race of poets, were all opened to her by him. In
music, also, he became her teacher. She was a fine musician of the
German school. He introduced her to the simpler graces of song;
and brought her the melodies of Moore, so "married to immortal
verse," that they can only be thought of conjointly. Oh, the happy
days of Oakly! How had each succeeding hour been gilded by the
pleasures of a nascent passion, of the existence of which she had
never before dreamed—and these were fled for ever! It was
impossible to feel assured of so sad a truth, and not to weep over
the miserable blight. Elizabeth commanded herself to appear
cheerful, but sadness crept over her solitary hours. She felt that the
world had grown, from being a copy of paradise, into a land of
labour and disappointment; where self-approbation was to be gained
through self-sacrifice; and duty and happiness became separate,
instead of united objects at which to aim.
From such thoughts she took refuge in the society of Falkner. She
loved him so truly, that she forgot her personal regrets—she forgot
even Neville when with him. Her affection for her benefactor was not
a stagnant pool, mantled over by memories existing in the depths of
her soul, but giving no outward sign; it was a fresh spring of
overflowing love—it was redundant with all the better portion of our
nature—gratitude, admiration, and pity for ever fed it, as from a
perennial fountain.
It was on a day, the fifth after the disclosure of Falkner, that she had
been taking her accustomed ride, and, as she rode, given herself up
to those reveries—now enthusiastic, now drooping and mournful—
that sprung from her singular and painful position. She returned
home, eager to forget in Falkner's society many a rebel thought, and
to drive away the image of her younger friend, by gazing on the
wasted, sinking form of her benefactor, in whose singularly noble
countenance she ever found new cause to devote her fortunes and
her heart. To say that he was "not less than archangel ruined," is not
to express the peculiar interest of Falkner's appearance. Thus had he
seemed, perhaps, thirteen years before at Treby; but gentle and
kindly sentiments, the softening intercourse of Elizabeth, the
improvement of his intellect, and the command he had exercised
over the demonstration of passion, had moulded his face into an
expression of benevolence and sweetness, joined to melancholy
thoughtfulness; an abstracted, but not sullen seriousness, that
rendered it interesting to every beholder. Since his confession to
Neville, since the die was cast, and he had delivered himself up to
his fate to atone for his victim, something more was added; exalted
resolution and serene lofty composure had replaced his usual
sadness; and the passions of his soul, which had before deformed
his handsome lineaments, now animated them with a beauty of
mind which struck Elizabeth at once with tenderness and admiration.
Now, longing to behold, to contemplate this dear face, and to listen
to a voice that always charmed her out of herself, and made her
forget her sorrows—she was disappointed to find his usual sitting-
room empty—it appeared even as if the furniture had been thrown
into disorder; there were marks of several dirty feet upon the carpet;
on the half-written letter that lay on the desk the pen had hastily
been thrown, blotting it. Elizabeth wondered a little, but the emotion
was passing away, when the head servant came into the room, and
informed her that his master had gone out, and would not return
that night.
"Not to-night!" exclaimed Elizabeth; "what has happened? who have
been here?"
"Two men, miss."
"Men! gentlemen?"
"No, miss, not gentlemen."
"And my father went away with them?"
"Yes, miss," replied the man, "he did indeed. He would not take the
carriage; he went in a hired post-chaise. He ordered me to tell you,
miss, that he would write directly, and let you know when you might
expect him."
"Strange, very strange is this!" thought Elizabeth. She did not know
why she should be disturbed, but disquiet invaded her mind; she felt
abandoned and forlorn, and, as the shades of evening gathered
round, even desolate. She walked from room to room, she looked
from the window, the air was chill, and from the east, yet she
repaired to the garden; she felt restless and miserable; what could
the event be that took Falkner away? She pondered vainly. The most
probable conjecture was, that he obeyed some summons from her
own relations. At length one idea rushed into her mind, and she
returned to the house, and rang for the servant. Falkner's wandering
life had prevented his having any servant of long-tried fidelity about
him—but this man was good-hearted and respectable—he felt for his
young mistress, and consulted with her maid as to the course they
should take under the present painful circumstances; and had
concluded that they should preserve silence as to what had
occurred, leaving her to learn it from their master's expected letter.
Yet the secret was in some danger, when, fixing her eyes on him,
Elizabeth said, "Tell me truly, have you no guess what this business
is that has taken your master away?"
The man looked confused; but, like many persons not practised in
the art of cross-questioning, Elizabeth balked herself, by adding
another inquiry before the first was answered; saying with a faltering
voice, "Are you sure, Thompson, that it was not a challenge—a
duel?"
The domestic's face cleared up: "Quite certain, miss, it was no duel
—it could not be—the men were not gentlemen."
"Then," thought Elizabeth, as she dismissed the man, "I will no
longer torment myself. It is evidently some affair of mere business
that has called him away. I shall learn all to-morrow."
Yet the morrow and the next day came, and Falkner neither wrote
nor returned. Like all persons who determine to conjecture no more,
Elizabeth's whole time was spent in endeavouring to divine the
cause of his prolonged absence and strange silence. Had any
communication from Neville occasioned his departure? was he sent
for to point out his victim's grave? That idea carried some probability
with it; and Elizabeth's thoughts flew fast to picture the solitary
shore, and the sad receptacle of beauty and love. Would Falkner and
Neville meet at such an hour? without a clew to guide her, she
wandered for ever in a maze of thought, and each hour added to her
disquietude. She had not gone beyond the garden for several days,
she was fearful of being absent when anything might arise; but
nothing occurred, and the mystery became more tantalizing and
profound.
On the third day she could endure the suspense no longer; she
ordered horses to be put to the carriage, and told the servant of her
intention to drive into town, and to call on Falkner's solicitor, to learn
if he had any tidings; that he was ill she felt assured—where and
how? away from her, perhaps deserted by all the world: the idea of
his sick-bed became intolerably painful; she blamed herself for her
inaction; she resolved not to rest till she saw her father again.
Thompson knew not what to say; he hesitated, begged her not to
go; the truth hovered on his lips, yet he feared to give it utterance.
Elizabeth saw his confusion; it gave birth to a thousand fears, and
she exclaimed, "What frightful event are you concealing? Tell me at
once. Great God! why this silence? Is my father dead?"
"No, indeed, miss," said the man, "but my master is not in London,
he is a long way off. I heard he was taken to Carlisle."
"Taken to Carlisle! Why taken? What do you mean?"
"There was a charge against him, miss," Thompson continued,
hesitating at every word, "the men who came—they apprehended
him for murder."
"Murder!" echoed his auditress; "then they fought! Gerard is killed!"
The agony of her look made Thompson more explicit. "It was no
duel," he said, "it was done many years ago; it was a lady who was
murdered, a Mrs. or Lady Neville."
Elizabeth smiled—a painful, yet a genuine smile; so glad was she to
have her worst fears removed, so futile did the accusation appear;
the smile passed away, as she thought of the ignominy, the
disgraceful realities of such a process—of Falkner torn from his
home, imprisoned, a mark for infamy. Weak minds are stunned by a
blow like this, while the stronger rise to the level of the exigency,
and grow calm from the very call made upon their courage.
Elizabeth might weep to remember past or anticipated misfortunes,
but she was always calm when called upon to decide and act; her
form seemed to dilate, her eyes flashed with a living fire, her whole
countenance beamed with lofty and proud confidence in herself.
"Why did you not tell me this before?"' she exclaimed. "What
madness possessed you to keep me in ignorance? How much time
has been lost! Order the horses! I must begone at once, and join my
father."
"He is in jail, miss," said Thompson. "I beg your pardon, but you had
better see some friend before you go."
"I must decide upon that," replied Elizabeth. "Let there be no delay
on your part, you have caused too much. But the bell rings; did I not
hear wheels? perhaps he is returned." She rushed to the outer door;
she believed that it was her father returned; the garden-gate
opened—two ladies entered; one was Lady Cecil. In a moment
Elizabeth felt herself embraced by her warm-hearted friend; she
burst into tears. "This is kind, more than kind!" she exclaimed; "and
you bring good news, do you not? My father is liberated, and all is
again well!"

CHAPTER XXXVIII

The family of Raby must be considered collectively, as each member

united in one feeling, and acted on one principle. They were
Catholics, and never forgot it. They were not bent on proselytism;
on the contrary, they rather shunned admitting strangers into their
circle: but they never ceased to remember that they belonged to the
ancient faith of the land, and looked upon their fidelity to the tenets
of their ancestors as a privilege, and a distinction far more
honourable than a patent of nobility. Surrounded by Protestants, and
consequently, as they believed, by enemies, it was the aim of their
existence to keep their honour unsullied; and that each member of
the family should act for the good and glory of the whole, unmindful
of private interests and individual affections. The result of such a
system may be divined. The pleasures of mediocrity—toiling merit—
the happy home—the cheerful family union, where smiles glitter
brighter than gold; all these were unknown or despised. Young
hearts were pitilessly crushed; young hopes blighted without
remorse. The daughters were doomed, for the most part, to the
cloister; the sons to foreign service. This, indeed, was not to be
attributed entirely to the family failing—a few years ago, English
Catholics were barred out from every road to emolument and
distinction in their native country.
Edwin Raby had thus been sacrificed. His enlightened mind
disdained the trammels thrown over it; but his apostacy doomed him
to become an outcast. He had previously been the favourite and
hope of his parents; from the moment that he renounced his religion
he became the opprobrium. His name was never mentioned; and his
death hailed as a piece of good fortune, that freed his family from a
living disgrace. The only person among them who regretted him was
the wife of his eldest brother; she had appreciated his talents and
virtues, and had entertained a sincere friendship for him; but even
she renounced him.
Her heart, naturally warm and noble, was narrowed by prejudice;
but while she acted in conformity with the family principle, she
suffered severely from the shock thus given to her better feelings.
When Edwin died, her eyes were a little opened; she began to
suspect that human life and human suffering deserved more regard
than articles of belief. The "late remorse of love" was awakened, and
she never wholly forgot the impression. She had not been consulted
concerning, she knew nothing of, his widow and orphan child. Young
at that time, the weight of authority pressed also on her, and she
had been bred to submission. There was a latent energy, however, in
her character that developed itself as she grew older. Her husband
died, and her consequence increased in old Oswi Raby's eyes. By
degrees her authority became paramount; it was greatly regulated
by the prejudices and systems cherished by the family, as far as
regarded the world in general; but it was softened in her own circle
by the influence of the affections. Her daughters were educated at
home—not one was destined for the cloister. Her only son was
brought up at Eton; the privileges granted of late years to the
Catholics made her entertain the belief, that it was no longer
necessary to preserve the old defences and fortifications which
intolerance had forced its victims to institute; still pride—pride of
religion, pride of family, pride in an unblemished name, were too
deeply rooted, too carefully nurtured, not to form an integral part of
her character.
When a letter from her father-in-law revealed to her the existence of
Elizabeth, her heart warmed towards the orphan and deserted
daughter of Edwin. She felt all the repentance which duties
neglected bring on a well-regulated mind—her pride revolted at the
idea that a daughter of the house of Raby was dependant on the
beneficence of a stranger—she resolved that no time should be lost
in claiming and receiving her, even while she trembled to think of
how, brought up as an alien, she might prove rather a burden than
an acquisition. She had written to make inquiries as to her niece's
abode. She heard that she was on a visit at Lady Cecil's at Hastings
—Mrs. Raby was at Tunbridge—she instantly ordered horses, and
proceeded to Oakly.
On the morning of her visit, Lady Cecil had received a letter from
Gerard: it was incoherent, and had been written by snatches in the
carriage on his way to Dromore. Its first words proclaimed his
mother's innocence, and the acknowledgment of her wrongs by Sir
Boyvill himself. As he went on, his pen lingered—he trembled to
write the words, "Our friend, our Elizabeth, is the daughter of the
destroyer." It was unnatural, it was impossible—the very thought
added acrimony to his detestation of Falkner—it prevented the
compassion his generous nature would otherwise have afforded, and
yet roused every wish to spare him, as much as he might be spared,
for his heroic daughter's sake. He felt deceived, trepanned, doomed.
In after life we are willing to compromise with fate—to take the good
with the bad—and are satisfied if we can at all lighten the burden of
life. In youth we aim at completeness and perfection. Ardent and
single-minded, Neville disdained prejudices; and his impulse was, to
separate the idea of father and daughter, and to cherish Elizabeth as
a being totally distinct from her parentage. But she would not yield
to this delusion—she would cling to her father—and if he died by his
hand, he would for ever become an object of detestation. Well has
Alfieri said, "There is no struggle so vehement as when an upright
but passionate heart is divided between inclination and duty."
Neville's soul was set upon honour and well-doing; never before had
he found the execution of the dictates of his conscience so full of
bitterness and impatience. Something of these feelings betrayed
themselves in his letter. "We have lost Elizabeth," he wrote; "for ever
lost her! Is there no help for this? No help for her? None! She clings
to the destroyer's side, and shares his miserable fate—lost to
happiness—to the innocence and sunshine of life. She will live a
victim and die a martyr to her duties; and she is lost to us for ever!"
Lady Cecil read again and again—she wondered—she grieved—she
uttered impatient reproaches against Gerard for having sought the
truth; and yet her heart was with him, and she rejoiced in the
acknowledged innocence of Alithea. She thought of Elizabeth with
the deepest grief—had they never met—had she and Gerard never
seen each other, neither had loved, and half this wo had been
spared. How strange and devious are the ways of fate—how difficult
to resign one's self to its mysterious and destructive course!
Naturally serene, though vivacious—kind-hearted, but not informed
with trembling insensibility—yet so struck was Lady Cecil by the
prospects of misery for those she best loved, that she wept bitterly,
and wrung her hands in impatient, impotent despair. At this moment
Mrs. Raby was announced.
Mrs. Raby had something of the tragedy queen in her appearance.
She was tall and dignified in person. Her black full eyes were
melancholy—her brow shadowing them over had a world of thought
and feeling in its sculpture-like lines. The lower part of her face
harmonized, though something of pride lurked about her beautiful
mouth—her voice was melodious, but deep-toned. Her manners had
not the ease of the well-bred Lady Cecil—something of the outcast
was imprinted upon them, which imparted consciousness, reserve,
and alternate timidity and haughtiness. There was nothing
embarrassed, however, in her mien, and she asked at once for
Elizabeth with obvious impatience. She heard that she was gone
with regret. The praises Lady Cecil almost involuntarily showered on
her late guest at once dissipated this feeling; and caused her, with
all the frankness natural to her, to unfold at once the object of her
visit—the parentage of the orphan—the discovery of her niece. Lady
Cecil clasped her hands in a transport, which was not all joy. There
was so much of wonder, almost of disbelief, at the strange tale—had
a fairy's wand operated the change, it had not been more magical in
her eyes. Heaven's ways were vindicated—all of evil vanished from
the scene—her friend snatched from ignominy and crime, to be
shrined for ever in their hearts and love.
She poured out these feelings impetuously. Mrs. Raby was well
acquainted with Alithea's story, and was familiar with Gerard
Neville's conduct; all that she now heard was strange indeed. She
did not imbibe any of Lady Cecil's gladness, but much of her
eagerness. It became of paramount importance in her mind to break
at once the link between Elizabeth and her guardian, before the
story gained publicity, and the name of Raby became mingled in a
tale of horror and crime, which, to the peculiar tone of Mrs. Raby's
mind, was singularly odious and disgraceful. No time must be lost—
Elizabeth must be claimed—must at once leave the guilty and tainted
one, while yet her name received no infection; or she would be
disowned for ever by her father's family. When Lady Cecil learned
Mrs. Raby's intention of proceeding to London to see her niece, she
resolved to go also, to act as mediator, and to soften the style of the
demands made, even while she persuaded Elizabeth to submit to
them. She expressed her intention, and the ladies agreed to travel
together. Both were desirous of further communication. Lady Cecil
wished to interest Mrs. Raby still more deeply in her matchless
kinswoman's splendid qualities of heart and mind; while Mrs. Raby
felt that her conduct must be founded on the character and worth of
her niece; even while she was more convinced, at every minute, that
no half measures would be permitted by Oswi Raby, and others of
their family and connexion, and that Elizabeth's welfare depended on
her breaking away entirely from her present position, and throwing
herself unreservedly upon the kindness and affection of her father's
relations.
Strange tidings awaited their arrival in London, and added to the
eagerness of both. The proceedings of Sir Boyvill, the accusation of
Falkner, and his actual arrest, with all its consequent disgrace, made
each fear that it was too late to interpose. Mrs. Raby showed most
energy. The circumstances were already in the newspapers, but
there was no mention of Elizabeth. Falkner had been taken from his
home, but no daughter accompanied him, no daughter appeared to
have any part in the shocking scene. Had Falkner had the generosity
to save her from disgrace? If so, it became her duty to co-operate in
his measures. Where Elizabeth had taken refuge, was uncertain; but,
on inquiry, it seemed that she was still at Wimbledon. Thither the
ladies proceeded together. Anxiety possessed both to a painful
degree. There was a mysteriousness in the progress of events which
they could not unveil—all depended on a clear and a happy
explanation. The first words and first embrace of Elizabeth reassured
her friend; all indeed would be well, she restored to her place in
society, and punishment would fall on the guilty alone.

CHAPTER XXXIX
The first words that Elizabeth spoke, as she embraced Lady Cecil,
"You are come, then all is well," seemed to confirm her belief that
the offered protection of Mrs. Raby would sound to the poor orphan
as a hospitable shore to the wrecked mariner. She pressed her
fondly to her heart, repeating her own words, "All is well—dear, dear
Elizabeth, you are restored to us, after I believed you lost for ever."
"What, then, has happened?" asked Elizabeth, "and where is my
dear father?"
"Your father! Miss Raby," repeated a deep, serious, but melodious
voice; "whom do you call your father?"
Elizabeth, in her agitation, had not caught her aunt's name, and
turned with surprise to the questioner, whom Lady Cecil introduced
as one who had known and loved her real father; as her aunt, come
to offer a happy and honourable home—and the affection of a
relative to one so long lost, so gladly found.
"We have come to carry you off with us," said Lady Cecil; "your
position here is altogether disagreeable; but everything is changed
now, and you will come with us."
"But my father," cried Elizabeth; "for what other name can I give to
my benefactor? Dear Lady Cecil, where is he?"
"Do you not then know?" asked Lady Cecil, hesitatingly.
"This very morning I heard something frightful, heart-breaking; but
since you are here, it must be all a fiction, or at least the dreadful
mistake is put right. Tell me, where is Mr. Falkner?"
"I know less than you, I believe," replied her friend; "my information
is only gathered from the hasty letters of my brother, which explain
nothing."
"But Mr. Neville has told you," said Elizabeth, "that my dear father is
accused of murder; accused by him who possesses the best proof of
his innocence. I had thought Mr. Neville generous, unsuspicious—"
"Nor is it he," interrupted Lady Cecil, "who brings this accusation. I
tell you I know little; but Sir Boyvill is the origin of Mr. Falkner's
arrest. The account he read seemed to him unsatisfactory, and the
remains of poor Mrs. Neville. Indeed, dear Elizabeth, you must not
question me, for I know nothing; much less than you. Gerard puts
much faith in the innocence of Mr. Falkner."
"Bless him for that!" cried Elizabeth, tears gushing into her eyes. "Oh
yes, I knew that he would be just and generous. My poor, poor
father! by what fatal mistake is your cause judged by one incapable
of understanding or appreciating you?"
"Yet," said Lady Cecil, "he cannot be wholly innocent; the flight, the
catastrophe, the concealment of his victim's death; is there not guilt
in these events?"
"Much, much; I will not excuse or extenuate. If ever you read his
narrative, which, at his desire, I gave Mr. Neville, you will learn from
that every exculpation he can allege. It is not for me to speak, nor to
hear even of his past errors; never was remorse more bitter,
contrition more sincere. But for me, he had not survived the
unhappy lady a week; but for me, he had died in Greece, to expiate
his fault. Will not this satisfy his angry accusers?
"I must act from higher motives. Gratitude, duty, every human
obligation bind me to him. He took me, a deserted orphan, from a
state of miserable dependance on a grudging, vulgar woman; he
brought me up as his child; he was more to me than father ever
was. He has nursed me as my own mother would in sickness; in
perilous voyages he has carried me in his arms, and sheltered me
from the storm, while he exposed himself for my sake; year after
year, while none else have cared for, have thought, of me, I have
been the object of his solicitude. He has consented to endure life,
that I might not be left desolate, when I knew not that one of my
father's family would acknowledge me. Shall I desert him now?
Never!"
"But you cannot help him," said Lady Cecil; "he must be tried by the
laws of his country. I hope he has not in truth offended against
them; but you cannot serve him."
"Where is he, dear Lady Cecil? tell me where he is."
"I fear there can be no doubt he is in prison at Carlisle."
"And do you think that I cannot serve him there? in prison as a
criminal! Miserable as his fate makes me, miserable as I too well
know that he is, it is some compensation to my selfish heart to know
that I can serve him, that I can be all in all of happiness and comfort
to him. Even now he pines for me; he knows that I never leave his
side when in sorrow; he wonders I am not already there. Yes, in
prison, in shame, he will be happy when he sees me again. I shall
go to him, and then, too, I shall have comfort."
She spoke with a generous animation, while yet her eyes glistened,
and her voice trembled with emotion. Lady Cecil was moved, while
she deplored; she caressed her; she praised, while Mrs. Raby said,
"It is impossible not to honour your intentions, which spring from so
pure and noble a source. I think, indeed, that you overrate your
obligations to Mr. Falkner. Had he restored you to us after your
mother's death, you would have found, I trust, a happy home with
me. He adopted you, because it best pleased him so to do. He
disregarded the evil he brought upon us by so doing; and only
restored you to us when the consequence of his crimes prevented
him from being any longer a protection."
"Pardon me," said Elizabeth, "if I interrupt you. Mr. Falkner is a
suffering, he believed himself to be a dying, man; he lived in
anguish till he could declare his error, to clear the name of his
unhappy victim; he wished first to secure my future lot, before he
dared fate for himself; chance altered his designs; such were his
motives, generous towards me as they ever were."
"And you, dear Elizabeth," said Lady Cecil, "must act in obedience to
them and to his wishes. He anticipated disgrace from his disclosures
—a disgrace which you must not share. You speak like a romantic
girl of serving him in prison. You cannot guess what a modern jail is,
its vulgar and shocking inhabitants: the hideous language and
squalid sights are such that their very existence should be a secret
to the innocent: be assured that Mr. Falkner, if he be, as I believe
him, a man of honour and delicacy, will shudder at the very thought
of your approaching such contamination; he will be best pleased to
know you safe and happy with your family."
"What a picture do you draw!" cried Elizabeth, trying to suppress her
tears; "my poor, poor father, whose life hangs by a thread! how can
he survive the accumulation of evil? But he will forget all these
horrors when I am with him. I know, thank God, I do indeed know,
that I have power to cheer and support him, even at the worst."
"This is madness!" observed Lady Cecil, in a tone of distress.
Mrs. Raby interposed with her suggestions. She spoke of her own
desire, the desire of all the family, to welcome Elizabeth; she told
her that with them, belonging to them, she had new duties; her
obedience was due to her relatives; she must not act so as to injure
them. She alluded to their oppressed religion; to the malicious joy
their enemies would have in divulging such a tale as that would be,
if their niece's conduct made the whole course of events public. And,
as well as she could, she intimated that if she mixed up her name in
a tale so full of horror and guilt, her father's family could never after
receive her.
Elizabeth heard all this with considerable coldness. "It grieves me,"
she said, "to repay intended kindness with something like repulse. I
have no wish to speak of the past; nor to remind you that if I was
not brought up in obedience to you all, it was because my father
was disowned, my mother abandoned; and I, a little child, an
orphan, was left to live and die in dependance. I, who then bore
your name, had become a subject of niggard and degrading charity.
Then, young as I was, I felt gratitude, obedience, duty, all due to the
generous benefactor who raised me from this depth of want, and
made me the child of his heart. It is a lesson I have been learning
many years; I cannot unlearn it now. I am his; bought by his
kindness; earned by his unceasing care for me, I belong to him—his
child—if you will, his servant—I do not quarrel with names—a child's
duty I pay him, and will ever. Do not be angry with me, dear aunt, if
I may give you that name—dearest Lady Cecil, do not look so
imploringly on me—I am very unhappy. Mr. Falkner a prisoner,
accused of the most hideous crime—treated with ignominy—he
whose nerves are agonized by a touch—whose frame is even now
decaying through sickness and sorrow—and I, and every hope,
away. I am very unhappy. Do not urge me to what is impossible, and
thrice, thrice wicked. I must go to him; day and night I shall have no
peace till I am at his side; do not, for my sake do not, dispute this
sacred duty."
It was not thus that the two ladies could be led to desist; they
soothed her, but again returned to the charge. Lady Cecil brought a
thousand arguments of worldly wisdom, of feminine delicacy. Mrs.
Raby insinuated the duty owed to her family, to shield it from the
disgrace she was bringing on it. They both insisted on the
impossibility, on the foolish romance of her notions. Had she been
really his daughter, her joining him in prison was impracticable—out
of all propriety. But Elizabeth had been brought up to regard
feelings, rather than conventional observances; duties, not
proprieties. All her life Falkner had been her law, rule, every tie to
her; she knew and felt nothing beyond. When she had followed him
to Greece—when she had visited the Morea, to bear him, dying,
away—when at Zante she had watched by his sick couch, the world,
and all the Rabys it contained, were nothing to her; and now, when
he was visited by a far heavier calamity, when, in solitude and
misery, he had, besides her, no one comfort under heaven, was she
to adopt a new system of conduct, become a timid, home—bred
young lady, tied by the most frivolous rules, impeded by fictitious
notions of propriety and false delicacy? Whether they were right and
she were wrong—whether, indeed, such submission to society—such
useless, degrading dereliction of nobler duties, was adapted for
feminine conduct, and whether she, despising such bonds, sought a
bold and dangerous freedom, she could not tell; she only knew and
felt, that for her, educated, as she had been, beyond the narrow
paling of boarding-school ideas, or the refinements of a lady's
boudoir, that, where her benefactor was, there she ought, to be; and
that to prove her gratitude, to preserve her faithful attachment to
him amid dire adversity, was her sacred duty—a virtue before which
every minor moral faded and disappeared.
The discussion was long; and, even when they found her proof
against every attack, they would not give up. They entreated her to
go home with them for that day. A wild light beamed from her eyes.
"I am going home," she cried; "an hour hence, and I shall be gone
to where my true home is. How strange it is that you should imagine
that I could linger here!
"Be not afraid for me, dear Lady Cecil," she continued; "all will go
well with me; and you will, after a little reflection, acknowledge that
I could not act other than I do. And will you, Mrs. Raby, forgive my
seeming ingratitude? I acknowledge the justice of your demands. I
thank you for your proposed kindness. The name of Raby shall
receive no injury; it shall never escape my lips. My father will
preserve the same silence. Be not angry with me; but—except that I
remember my dear parents with affection—I would say, I take more
joy and pride in being his daughter, his friend at this need, than in
the distinction and prosperity your kindness offers. I give up every
claim on my family; the name of Raby shall not be tainted: but
Elizabeth Falkner, with all her wilfulness and faults, shall, at least,
prove her gratitude to him who bestowed that appellation on her."
And thus they parted. Lady Cecil veiling her distress in sullenness;
while Mrs. Raby was struck and moved by her niece's generosity,
which was in accordance with her own noble mind. But she felt that
other judges would sit upon the cause, and decide from other
motives. She parted from her as a pagan relative might from a
young Christian martyr—admiring, while she deplored her sacrifice,
and feeling herself wholly incapable of saving.
 CHAPTER XL

Elizabeth delayed not a moment proceeding on her journey; an

exalted enthusiasm made her heart beat high, and almost joyously.
This buoyancy of spirit, springing from a generous course of action,
is the compensation provided for our sacrifices of inclination—and at
least, on first setting out, blinds us to the sad results we may be
preparing for ourselves. Elated by a sense of acting according to the
dictates of her conscience, despite the horror of the circumstances
that closed in the prospect, her spirits were light, and her eyes
glistened with a feeling at once triumphant and tender, while
reflecting on the comfort she was bringing to her unfortunate
benefactor. A spasm of horror seized her now and then, as the
recollection pressed that he was in prison—accused as a murderer—
but her young heart refused to be cowed, even by the ignominy and
anguish of such a reflection.
A philosopher not long ago remarked, when adverting to the
principle of destruction latent in all works of art, and the overthrow
of the most durable edifices; "but when they are destroyed, so as to
produce only dust, Nature asserts an empire over them; and the
vegetative world rises in constant youth, and in a period of annual
successions, by the labours of man, providing food, vitality and
beauty adorn the wrecks of monuments, which were once raised for
purposes of glory." Thus when crime and wo attack and wreck an
erring human being, the affections and virtues of one faithfully
attached decorate the ruin with alien beauty; and make that
pleasant to the eye and heart which otherwise we might turn from
as a loathsome spectacle.
It was a cold September day when she began her journey, and the
solitary hours spent on the road exhausted her spirits. In the
evening she arrived at Stony Stratford, and here, at the invitation of
her servant, consented to spend the night. The solitary inn-room,
without a fire, and her lonely supper, chilled her; so susceptible are
we to the minor casualties of life, even when we meet the greater
with heroic resolution. She longed to skip the present hour, to be
arrived—she longed to see Falkner, and to hear his voice—she felt
forlorn and deserted. At this moment the door was opened, "a
gentleman" was announced, and Gerard Neville entered. Love and
nature at this moment asserted their full sway—her heart bounded
in her bosom, her cheek flushed, her soul was deluged at once with
a sense of living delight—she had never thought to see him more—
she had tried to forget that she regretted this; but he was there, and
she felt that such a pleasure were cheaply purchased by the sacrifice
of her existence. He also felt the influence of the spell. He came
agitated by many fears, perplexed by the very motive that led him to
her—but she was there in all her charms, the dear object of his
nightly dreams and waking reveries—hesitation and reserve vanished
in her presence, and they both felt the alliance of their hearts.
"Now that I am here, and see you," said Neville, "it seems to me the
most natural thing in the world that I should have followed you as I
have done. While away, I had a thousand misgivings—and
wherefore? did you not sympathize in my sufferings, and desire to
aid me in my endeavours; and I feel convinced that fate, while by
the turn of events it appeared to disunite, has, in fact, linked us
closer than ever. I am come with a message from Sophia—and to
urge also, on my own part, a change in your resolves; you must not
pursue your present journey."
"You have, indeed, been taking a lesson from Lady Cecil, when you
say this," replied Elizabeth; "she has taught you to be worldly for me
—a lesson you would not learn on your own account—she did not
seduce me in this way; I gave you my support when you were going
to America."
Elizabeth began to speak almost sportively, but the mention of
America brought to her recollection the cause of his going and the
circumstances that prevented him; and the tears gushed from her
eyes as she continued, in a voice broken by emotion, "Oh, Mr.
Neville, I smile while my heart is breaking—my dear, dear father!
What misery is this that you have brought on him—and now, while
he treated you with unreserve, have you falsely—you must know—
accused him of crime, and pursued your vengeance in a vindictive
and ignominious manner? It is not well done!"
"I pardon your injustice," said Neville, "though it is very great. One
of my reasons for coming was to explain the exact state of things,
though I believed that your knowledge of me would have caused
you to reject the idea of my being a party to my father's feelings of
revenge."
Neville then related all that had passed; the discovery of his
mother's remains in the very spot Falkner had indicated, and Sir
Boyvill's resolve to bring the whole train of events before the public.
"Perhaps," he continued, "my father believes in the justice of his
accusation—he never saw Mr. Falkner, and cannot be impressed as I
am by the tokens of a noble mind, which, despite his errors, are
indelibly imprinted on his brow. At all events, he is filled with a sense
of his own injuries—stung by the disdain heaped on him in that
narration, and angry that he had been led to wrong a wife, the
memory of whose virtues and beauty now revives bitterly to
reproach him. I cannot wonder at his conduct, even while I deplore
it: I do deplore it on your account; for Mr. Falkner, God knows I
would have visited his crime in another mode; yet all he suffers he
has brought on himself—he must feel it due—and must bear it as
best he may: forgive me if I seem harsh—I compassionate him
through you—I cannot for his own sake."
"How falsely do you reason," cried Elizabeth; "and you also are
swayed and perverted by passion. He is innocent of the hideous
crime laid to his charge—you know and feel that he is innocent; and
were he guilty—I have heard you lament that crime is so hardly
visited by the laws of society. I have heard you say, that even where
guilt is joined to the hardness of habitual vice, that it ought to be
treated with the indulgence of a correcting father, not by the cruel
vengeance of the law. And now, when one whose very substance
and flesh are corroded by remorse—one whose conscience acts as a
perpetual scourge—one who has expiated his fault by many years
spent in acts of benevolence and heroism; this man, because his
error has injured you, you, forgetting your own philosophy, would
make over to a fate which, considering who and what he is, is the
most calamitous human imagination can conceive."
Neville could not hear this appeal without the deepest pain. "Let us
forget," he at last said, "these things for a few minutes. They did not
arise through me, nor can I prevent them; indeed, they are now
beyond all human control. Falkner could as easily restore my mother,
whose remains we found mouldering in the grave which he dug for
them; he could as easily bring her back to the life and happiness of
which he deprived her, as I, my father, or any one, free him from the
course of law to which he is made over. We must all abide by the
issue—there is no remedy. But you—I would speak of you—"
"I cannot speak, cannot think of myself," replied Elizabeth, "except
in one way—to think all delays tedious that keep me from my
father's side, and prevent me from sharing his wretchedness."
"And yet you must not go to him," said Neville; "yours is the scheme
of inexperience—but it must not be. How can you share Mr. Falkner's
sorrows? you will scarcely be admitted to see him. And how unfit for
you is such a scene! You cannot guess what these things are;
believe me, they are most unfit for one of your sex and age. I grieve
to say in what execration the supposed murderer of my mother is
held. You would be subjected to insult, you are alone and
unprotected—even your high spirit would be broken by the evils that
will gather round you."
"I think not," replied Elizabeth; "I cannot believe that my spirit can
be broken by injustice, or that it can quail while I perform a duty. It
would indeed—spirit and heart would both break—were my
conscience burdened with the sin of deserting my father. In prison—
amid the hootings of the mob—if for such I am reserved—I shall be
safe and well guarded by the approbation of my own mind."
"Would that an angel from heaven would descend to guard you!"
cried Neville, passionately; "but in this inexplicable world, guilt and
innocence are so mingled, that the one reaps the blessings deserved
by the other; and the latter sinks beneath the punishment incurred
by the former. Else why, removed by birth, space, and time from all
natural connexion with the cause of all this misery, are you cast on
this evil hour? Were you his daughter, my heart would not rebel—
blood calls to blood, and a child's duty is paramount. But you are no
child of his; you spring from another race—honour, affection,
prosperity await you in your proper sphere. What have you to do
with that unhappy man?
"Yet another word," he continued, seeing Elizabeth about to reply
with eagerness; "and yet how vain are words to persuade. Could I
but take you to a tower, and show you, spread below, the course of
events, and the fatal results of your present resolves, you would
suffer me to lead you from the dangerous path you are treading. If
once you reach Cumberland, and appear publicly as Falkner's
daughter, the name of Raby is lost to you for ever; and if the worst
should come, where will you turn for support? Where fly for refuge?
Unable to convince, I would substitute entreaty, and implore you to
spare yourself these evils. You know not, indeed you do not know,
what you are about to do."
Thus impetuously urged, Elizabeth was for a few minutes half
bewildered; "I am afraid," she said, "I suppose, indeed, that I am
something of a savage—unable to bend to the laws of civilization. I
did not know this—I thought I was much like other girls—attached to
their home and parents—fulfilling their daily duties, as the
necessities of those parents demand. I nursed my father when sick:
now that he is in worse adversity, I still feel my proper place to be at
his side, as his comforter and companion, glad if I can be of any
solace to him. He is my father—my more than father—my preserver
in helpless childhood from the worst fate. May I suffer every evil
when I forget that! Even if a false belief of his guilt renders the
world inimical to him, it will not be so unjust to one as unoffending
as I; and if it is, it cannot touch me. Methinks we speak two
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