Seneca the Younger (c. 4 BC – AD 65), fully Lucius Annaeus Seneca and also known simply as Seneca (/ˈsɛnɪkə/), was a Roman Stoic philosopher, statesman, dramatist, and—in one work—satirist of the Silver Age of Latin literature.

Seneca was born in Córdoba in Hispania, and raised in Rome, where he was trained in rhetoric and philosophy. He was a tutor, and later an advisor, to emperor Nero. He was forced to take his own life for alleged complicity in the Pisonian conspiracy to assassinate Nero, in which he was likely to have been innocent. His father was Seneca the Elder, his elder brother was Lucius Junius Gallio Annaeanus, and his nephew was the poet Lucan. His stoic and calm suicide has become the subject of numerous paintings. As a writer Seneca is known for his philosophical works, and for his plays, which are all tragedies. His philosophical writings include a dozen philosophical essays, and one hundred and twenty-four letters dealing with moral issues. As a tragedian, he is best known for his Medea and Thyestes.

https://en.wikipedia.org/wiki/Seneca_the_Younger

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The Epic of Gilgamesh (/ˈɡɪlɡəmɛʃ/) is an epic poem from ancient Mesopotamia that is often regarded as the earliest surviving great work of literature. The literary history of Gilgamesh begins with five Sumerian poems about Bilgamesh (Sumerian for “Gilgamesh”), king of Uruk, dating from the Third Dynasty of Ur ( 2100 BC). These independent stories were later used as source material for a combined epic in Akkadian. The first surviving version of this combined epic, known as the “Old Babylonian” version, compiled by Sîn-lēqi-unninni, dates to the 18th century BC and is titled after its incipit, Shūtur eli sharrī (“Surpassing All Other Kings”). Only a few tablets of it have survived. The later “standard” version dates from the 13th to the 10th centuries BC and bears the incipit Sha naqba īmuru (“He who Saw the Abyss”, in modern terms: “He who Sees the Unknown”). Approximately two thirds of this longer, twelve-tablet version have been recovered. Some of the best copies were discovered in the library ruins of the 7th-century BC Assyrian king Ashurbanipal.

https://en.wikipedia.org/wiki/Epic_of_Gilgamesh

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For a company, deciding who to try to sell its products to is a big choice. Sometimes, the products themselves dictate the customer and ultimately the market a company participates in. In this lesson we will learn about two main markets, vertical and horizontal.

A First Look at Markets

Meet Tonya! Tonya has just started her own business selling flowers. Because she loves to garden she decided that she could make a career out of her passion. But while she is a very skilled gardener and very knowledgeable about a wide variety of plants, her business skills are basic at best. She knows that if she is going to be successful, she needs to reach out to those who would be most interested in her products. But where does she begin? Who is her target consumer? What type of market would work best for her business? Come along as Tonya learns all about markets in order to excel at her new business.

Foundation Definitions

Before Tonya can decide which market to target, she needs to learn about her options. Basically, there are two major markets that she can pursue. First there is a horizontal market. A horizontal market is the more basic of the two markets in that it allows a business to market to a wide variety of potential customers, regardless of what type of industry or business it is in. For example, paper would be a product that could be marketed horizontally. People in a wide variety of industries use paper. Paper is not a specialty product that only those in a special industry would use.

A vertical market is a more specific market that focuses on the needs of a certain group of individuals in a certain industry. In other words, a vertical market prioritizes specialties in specific markets. For example, a bank that specializes in agricultural loans would be a vertical market. Only those who are looking for money to fund their agricultural needs would be in the market for an agricultural loan. The loan is for a specific group of people in a specific industry.
Advantages of Both Markets

So why would Tonya pick one market over the other? What do horizontal markets offer that vertical markets do not and vice versa? Below you will find the advantages of choosing each market.

Advantages of Vertical Markets

1. Specialized products – With vertical markets, businesses know that they can provide products that are specialized to certain companies and their needs. This makes those companies happy because they have a producer that can provide them with the specialty product they are looking for. For Tonya, this could be beneficial because she would be able to market to customers that are specifically looking for the special plants she grows.

2. Greater concentration – Companies that specialize in one particular product can spend all of their time focusing on that product. A company that creates multiple products has to spread its focus amongst all of the products. However, a company with just one product can put all of its time, energy, and money into the success of that product. Tonya knows that if she chose a vertical market, she would be able to sell those flowers that are special to her and that she excels at growing.

3. Competition – With a more specialized a product there are fewer companies producing the same product. For Tonya, if she decides to grow a rare breed of roses, she may have less competition because only a few other gardeners grow that specialty.
Source: Vertical Markets vs. Horizontal Markets | Study.com

Source: Greatest Minds of All Time | List of Genius Thinkers in History

Source: Greatest Painters | List of Best Painters of All Time

https://en.wikipedia.org/wiki/L._Ron_Hubbard