The aromatic map reads from benzene at the left along three roads. Up is nitration on to aniline, down is sulfonation on to phenol, and straight ahead is addition to cyclohexane.
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Benzene substitutes more readily than it adds. A mixture of concentrated nitric and sulfuric acid at 60 C puts a nitro group on, and concentrated sulfuric acid with heat puts a sulfo group on. Either way, one hydrogen on the ring is exchanged.
Tin and concentrated hydrochloric acid reduce nitrobenzene, and the aniline comes out as its hydrochloride. Sodium hydroxide sets it free as an oil. Below 5 C, sodium nitrite and hydrochloric acid turn aniline into benzenediazonium chloride, and coupling it with sodium phenoxide gives an orange-red azo dye. The low temperature is there because the diazonium salt decomposes to phenol when it warms.
Phenol comes from fusing sodium benzenesulfonate with sodium hydroxide and then acidifying the sodium phenoxide. Carbon dioxide alone is enough to set it free, because phenol is a weaker acid than carbonic acid. That single step is the reason phenol and benzoic acid can be separated later.
Sodium hydroxide and carbon dioxide at high temperature and pressure, followed by acid, turn phenol into salicylic acid. It carries both a hydroxy and a carboxy group, so it splits in two: acetic anhydride esterifies the hydroxy side to aspirin, while methanol with sulfuric acid esterifies the carboxy side to methyl salicylate.