Two single space papers. one for chapter 13(page 431 Ethical Dilemma: MOVING HEADQUARTERS OVERSEAS), another one for chapter 14(page489 Debates and Extensions).
Please focus on a "Debates and Extensions" or "Ethical Dilemma" section in the assigned chapter. You can also refer to "Critical Discussion Questions" to supplement or further elaborate your points in the paper, but actual discussion topics are from the "Debates and Extensions" or "Ethical Dilemma" section
Choose one of these three topics, you are required to address only one:
For one company or brand of your choice (other than your own organisation or one that has been discussed in any detail in Discussion Forum 2) critically assess how any two elements of the marketing mix (or extended marketing mix) are utilised. Base your answer around suitable marketing theory, terminology, frameworks, models etc. Include discussion of how the selected elements are integrated with each other and with other elements of the mix.
Critically evaluate the concept of branding, with examples. How can branding be used to create sustainable competitive advantage?
Compare and contrast the concepts of business buying behaviour and consumer buying behaviour. Using examples, show the impacts that the differences between them have on the conduct of marketing practice.
Create a new product that will serve two business (organizational) markets.
Write a 550-word paper that describes your product, explains your strategy for entering the markets, and analyzes the potential barriers you may encounter. Explain how you plan to ensure your product will be successful, given your market strategy.
Include an introduction and conclusion that make relevant connections to course objectives.
Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required.
This assignment uses a grading rubric. Instructors will be using the rubric to grade the assignment; therefore, students should review the rubric prior to beginning the assignment to become familiar with the assignment criteria and expectations for successful completion of the assignment.
Prepare a research paper that responds to the following: Evaluate the scope and extent of research that has been directed toward this topic. Provide a detailed explanation that demonstrates a clear, extensive search of the literature. How has research questions and foci changed over the years? Compare and contrast any differences/contradictory or inconclusive findings reported in the research. Provide a clear, insightful explanation of the differences and using critical thinking present your best assessment of what is and is not known. What is known and what is yet to be known? Create a reasoned list of what further research needs to be done on the topic. Provide a detailed explanation of new or extended research that scholars seem to believe is still needed. What else needs to be researched on the topic?
McDonald’s was in trouble in 2014: Its sales and profits dropped steeply and its CEO, Don Thompson, resigned because of it. Many articles (mostly on Wall Street Journal) describe McDonald’s problems at that time and some actions it had taken to address those problems. McDonald’s launched All Day Breakfast in October, 2015. Although many people questioned the action at the time, the strategy seemed to be working, at least for now. Several articles comment on McDonald’s All Day Breakfast and its success. I have selected some of those published articles and listed their web links below.
In this individual assignment, your task is to read those articles, analyze McDonald’s marketing environment (micro and macro) to identify the main problems it was facing, evaluate the actions McDonald’s has taken to address those problems and revive its brand and increase its sales and profits.
In two to three single-spaced pages, answer the following questions:
Q1) What are the problems McDonald’s is facing? (Analyze McDonald’s marketing environment and discuss the components in the marketing environment that you think have contributed to McDonald’s declining sales)
Q2) Which problems do you think are less serious and likely to be short-term, and which problems do you think are more serious and likely to be long-term? Explain your reasoning.
Q3) How effective do you think each of McDonald’s recent marketing strategies/actions is in addressing its problems and reviving its brand and sales? Explain your reasoning.
Q4) Do you think McDonald’s All Day Breakfast will be a long-term success? Why do you think it has been successful so far? Do you have any main concerns about it? (You can try McDonald’s All Day Breakfast, if you haven’t done so already, and see how you like it.)
Due Date: The write-up for the individual assignment is due on May 19th, 2016.
Consider how market orientation impacts business performance and the strategies which help organisation attain a strong market orientation.
Address the following issues/questions: Based on the Sat & Co. case study, analyse the relationship between market orientation and business performance. What critical success factors are related to achieving market orientation? What impact do they have on an organisation’s competitive advantage?
As a marketing professional, what strategies would you recommend to Sat & Co. as the most appropriate for achieving market orientation?
Be sure to include specific references to at least two peer-reviewed journal articles to support your assertions.
You should now be familiar with the various factors that positively and negatively affect marketing and strategy for companies. Some of these factors work with each other and some work against each other. For example, let’s look at technology and how it has impacted newspapers. Since 2003, print readership has declined while Internet revenues increase. Since 2006 alone, print advertising revenue has declined by 45%. For 2012, print advertising losses had a ratio of about fifteen dollars lost for every digital one dollar gained (Pew Research Center’s Journalism Project, 2013). The technology of Internet advertising, though, has advantages.
Think about where you live and companies that you may access because of the Internet– would you ever have heard of them without the Internet? While technological changes have definitely hurt print newspapers, they have helped other companies to thrive; they have also enabled traditional media companies, such as CNN and MSNBC, to use the Internet as part of their marketing strategy.
Reference:
Pew Research Center’s Journalism Project. (2013). The state of the news media 2013. Retrieved from http://stateofthemedia.org/2013/newspapers-stabilizin-but-still-threatened/newspapers-by-the-numbers/
In this activity, you will examine one of the factors affecting marketing and strategy. Why does it benefit marketing? Why does it hinder marketing? Create a short presentation (3-5 minutes) about one factor affecting marketing and strategy. Using the first letter of your last name, use the factor identified below:
A-F: ethical G-L: global M-R: technological S-Z: dynamic In your short presentation, include the following:
A definition of your factor Reasons the factor benefits and/or hinders marketing and strategy An example of the factor benefiting and/or hindering marketing and strategy
You should now be familiar with the various factors that positively and negatively affect marketing and strategy for companies. Some of these factors work with each other and some work against each other. For example, let’s look at technology and how it has impacted newspapers. Since 2003, print readership has declined while Internet revenues increase. Since 2006 alone, print advertising revenue has declined by 45%. For 2012, print advertising losses had a ratio of about fifteen dollars lost for every digital one dollar gained (Pew Research Center’s Journalism Project, 2013). The technology of Internet advertising, though, has advantages.
Think about where you live and companies that you may access because of the Internet– would you ever have heard of them without the Internet? While technological changes have definitely hurt print newspapers, they have helped other companies to thrive; they have also enabled traditional media companies, such as CNN and MSNBC, to use the Internet as part of their marketing strategy.
Reference:
Pew Research Center’s Journalism Project. (2013). The state of the news media 2013. Retrieved from http://stateofthemedia.org/2013/newspapers-stabilizin-but-still-threatened/newspapers-by-the-numbers/
In this activity, you will examine one of the factors affecting marketing and strategy. Why does it benefit marketing? Why does it hinder marketing? Create a short presentation (3-5 minutes) about one factor affecting marketing and strategy. Using the first letter of your last name, use the factor identified below:
A-F: ethical G-L: global M-R: technological S-Z: dynamic In your short presentation, include the following:
A definition of your factor Reasons the factor benefits and/or hinders marketing and strategy An example of the factor benefiting and/or hindering marketing and strategy
Home builder KB Homes offers eco-friendly options for consumers interested in building a home with a minimized environmental footprint. To the surprise of KB Homes CEO Jeffrey T. Mezger, however, consumer adoption rates of these premium eco-friendly additions have been minimal. Develop and implement a solution for KB Homes using relevant concepts from the chapters and class discussions.
Marketing Cases Steps
} Analyze the firm and challenge (10%) } Identify the problem (20%) } Select a solution (20%) } Implementation (40%) } Metrics and Contingencies (10%)
Analyze the Firm and Challenges
} Current challenges facing the firm } Internal challenges (weaknesses) } External challenges (threats) } Products or services } Customers } Value proposition } Core competencies } Position } Market } Industry } Competition
Identify the Root Problem
} The root problem is deep } Often underlies multiple problems } Like a pile of rocks or an onion } Make sure you address the single underlying problem, not just an outer layer of the onion
Select a Solution
} Consider multiple solutions to the problem } Balance and weigh the solutions strengths and weaknesses, considering their ability to address the root problem directly } The solution should } Directly address the root problem } Be feasible and realistic } Leverage the company’s } Internal advantages (strengths) } External advantages (opportunities) } Work within the company’s } Core competencies } Value proposition } Residual effects } What effects will the solution have on others? } Environmental impact } Community impact } What might competitors do in response?
Develop an Implementation Strategy
} Cohesively execute the solution using } Internal and external advantages } Core competencies } Value proposition } Consider the approach to implementation } Implementation process } Time constraints } Financial constraints } Competitor responses } Optimal outcome
Provide Metrics and Contingencies
} Performance metrics } How do you measure the success vs. failure of the solution and implementation } Contingency plans } What do you recommend happen if the plan fails?
Do you believe that prices should reflect the value that consumers are willing to pay or should prices primarily reflect the cost involved in making a product or service. Defend your answer.
Should Unilever enter the low-income consumer market? If yes, how should it position its offering and what marketing mix should it use?
Key discussion question: • Should Unilever enter the low-income consumer market? If yes, how should it position its offering and what marketing mix should it use?
Analysis questions: • Identify Unilever's motivation to enter the low-income consumer market. What goal(s) was Unilever trying to achieve? • Analyze the low-income market and identify the underlying needs Unilever should target with its offering. •Propose a positioning strategy for Unilever's offering •Propose a marketing mix for Unilever's offering (product formulation, brand, price, incentives, communication, and distribution) that will enable Unilever to achieve its goal(s)
(im the one with brown hair named Sofia) Watch your role plays. How did it go with your role play? How was your experience? Name three (3) areas you could improve on in your role play as a Seller. What are the three (3) most important lessons you learned about professional sales from this course? Explain why these lessons are important to you and your future. Just stating them is not enough. Be persuasive in your explanation.
Question #2. Professional Career Goals
What career goals do you presently have? State five (5) specific goals and explain why each is important to you. Goals could be related to type of job, starting salary, company, position, place, etc. Goals must be specific, measurable, etc.(I am studying Sports Marketing and hopefully want to work at ESPN or Disney)
Question #3. Career Development
It's a competitive world out there. There are hundreds of thousands of students just like you who will be looking for jobs upon graduation. How do you plan to differentiate yourself? How do you plan to further prepare yourself to reach your career goals? Discuss three (3) specific steps you will take from this point forward. Examples can include involvement in a student organization, applying for a specialization (certificate/minor), looking for an internship, getting involved in competitions, taking specific courses, etc. Don't discuss them if you aren't going to follow through with them. Make them real for you. Take them seriously. Explain how the sales skills/concepts you have learned in the course can help you reach those future goals.
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