Category Archives: Marketing

Marketing

Answer the following questions regarding Amazon’s Alexa product/service. See referenced Final Exam Document, Amazon Annual Report, and Amazon Alexa documents.

1.    Understanding Marketplace
            1)    How did the Amazon become the dominant competitor in online-retailing industry?
            2)    What sources of competitive advantage were Amazon able to develop to support their growth?
            3)    Where were/are they vulnerable?
            4)    How can Amazon avoid competitive myopia?

2.    Promotions
          1)    What audience(s) should Alexa target in its integrated marketing communications plan?
          2)    What image should Amazon seek to create for its first Alexa product?
          3)    What objectives are appropriate for Alexas initial communications campaign?
          4)    What message design and communication channels are likely to be most effective for the target audience?
          5)    Which promotional tools would be most effective in Alexas promotional mix? Why?
          6)    How should Alexa decide the amount to allocate to its marketing communications budget?

How Marketing strategies affect Marketing Strategies

See attached document for full details!    Classroom textbook MUST be used as well as CHECKLIST FOLLOWED…….

Introduction and instructions: In this Assignment you have the opportunity to demonstrate your understanding of concepts from your reading as applied to a simulation. First read the background concerning the scenario Adaptive Sports Global (ASG) company. Then view the simulation provided all the way through to gain a glimpse of what it might be like to work as a marketing product line manager in a well-funded startup company.

The second simulation will provide details you need to understand to more successfully complete the Assignment. Once you have thoroughly viewed the second simulation at least once, address the required checklist items below to complete the Assignment.

Read Adaptive Sports Global (ASG) background information needed for this Assignment.

Scenario: Adaptive Sports Global

-View the meeting of the marketing director at Adaptive Sports Global (ASG), and the

marketing management team meeting, to begin to develop the marketing strategy and marketing plan.

-View the simulation for details for the Assignment below.

    Choose one of three product lines listed below for which you want to be responsible. Then respond to all the checklist items.

The first products within each of these three product lines that ASG will introduce to the market in three months (in the colors of red, navy, white, blue, black, green, and grey-unless otherwise stipulated) are:

Product line 1. Winter line:
-Ski poles that convert to adjustable shock resistant hiking poles with a push of a button.
-Skis that become snowshoes. Retractable length and when a button is pushed, cleats descend.
-Ski boots (black or brown) that adapt to sleet, ice, or snow and/or unstable terrain, with retractable cleats; these boots can even be used for golfing.
-Snowboards (ultra-aqua; navy; grey with logo) with lightweight retractable legs that become benches.

Product line 2. Spring/Summer/Fall line:
-Boat and parasailing sails that adapt to wind, rain, and temperature conditions. They come in sizes for standard craft and in several colors. Parasails also double as tents.
-Tennis rackets that convert to racquetball rackets with a collapsible shaft that stays stable under any normal use impact conditions.
-Hiking/walking shoes (brown or black) that are waterproof but breathable and elevate when thick mud or rain are detected.
-Surf boards (white/blue stripes; blue, white stripes) that have collapsible legs to convert to beach lounges.

Product line 3. Apparel: Hats, helmets, vests, and jackets (male and female lines): Fabrics and materials that adapt to the wearers temperature as well as the ambient temperature and that are sustainably made in the United States (US).

CHECKLIST: Based on your analysis of the information provided regarding ASG and the simulation details provided above:

    Describe the companys core competencies based on the limited information in the scenario.

    Provide a general company SWOT analysis based on the company scenario.

    Explain which of Porters three overall marketing strategies from the Learning Activity the company should use, and why.

    Identify your chosen ASG product line.

    Summarize the competition to your chosen product line as found on the Internet.

    Explain the distribution strategy that should be used for this product line. Should ASG consider strategic alliances for your product line? Why or why not?

    Analyze how your chosen marketing strategy (from Porter) shown above impacts what the 4 Ps will be for one (1) of the products from your chosen product line.

“Happy Global Customers

Post your analysis the mini-case “Happy Global Customers” from the text.  Make sure that your analysis follows the outline for a case in the syllabus. This is an important case and includes the dimension of culture on marketing. Don’t forget to include an analysis of culture and use Hofstede’s dimensions of culture in your analysis.

https://www.hofstede-insights.com/product/compare-countries/

Marketing Plan

Decide the product or service that will be the subject of your Marketing Plan.  Looking for a brief proposal similar to one presented to management for a product or service idea.  You will choose a company that is either fictitious or one that you know well. Pick something of interest and pick something where you have access to information. The final plan is expected to be professional level with research and depth. 

Add the situational analysis and the 5 Cs outlined in the first tab of the marketing plan guide to your marketing plan.  Important!  This section requires you to do your research.  You should review all factors affecting the marketing of your product or service applicable to the external and internal environments.  What sets you apart from the competition?

The next section of your marketing plan are the objectives.  For your objectives, they must be measurable.  Think about how you will measure you success and include that in your explanation.  Have at least 4-5 objectives and easy suggestions are for example:  Increase profits 10% the first year, add 10 new customers a month, etc.  Make sure the objectives have a quantitative measure. This should flow from the analysis of the 5Cs and SWOT. A 10% market share of a 10 million dollar market means an objective of 1 million in sales as an example. You must be specific, connect to your analysis the 5Cs and SWOT and be factual. This will set the stage for all the rest of the plan STP and the four Ps. It must all flow together. Start with the environment move to objectives then segment, target and position and finally design your marketing mix of product, price, and promotion and place (channels of distribution). It all flows and must be consistent.

The next section of your marketing plan is the segmentation/target marketing strategy section. Hint—make sure you understand the difference between target group and segmentation.  You segment the market using such factors as geographic, demographic, or psychographic.  You then target within that segment such as age, sex, hobbies, etc. Segmenting the market requires thought and precision and flows from your environmental analysis and the 5Cs, once you identify the segments and identify the size and viability, and what fits with core competencies, selection of markets to target to begin. Good detail is expected here along with research. Make sure you cite the sources of your data and follow the marketing plan guide below. The segmentation/targeting is under tab 2.

Add the Positioning Strategy for your Marketing Plan—This separate section or tab with the label Week 5 marketing Plan.

Next, we will research the segments and possible positions for our product or service and detail the positioning strategy. This is not a one-liner but a comprehensive positioning strategy based on facts. You must cite your sources. This is under tab 2 of the attached Marketing Plan Guide below. Also, please read and reference the text on positioning.

The next section of your marketing plan, which is the marketing mix strategy. Hint the marketing mix refers to the 4Ps of marketing which are product/service, price, promotion, and distribution/place.  This is an important plan where you strategize how to market the product or service to your target markets. The choices here must be consistent with the positioning strategy. You must do your research and cite your sources. It is under tab 3 of the marketing plan guide.

Add the Implementation Schedule and Executive Summary for your Marketing Plan—post your marketing plan sections to this separate section or tab with the label Week 7 Marketing Plan.  Hint  For your implementation schedule—suggestion—set up in an excel spreadsheet withe columns as follows:  activity, completion date, cost, expected results, actual results.  In the real world, this would be your roadmap for your plan with each marketing activity listed.  As you complete the activity, you would then post your actual results to compare to what you expected from the activity under your expected results column.  The executive summary is an overview of the plan—about one page—that is placed at the beginning of the plan.  This is typically, what the executives will read along with the implementation schedule as you handle the implementation of the plan. Be sure to detail each task or activity and start and completion dates for each. Excel is a good tool and the minimum. Microsoft project would surely be A level work or even another software product that generates a GNATT chart.

Upload your final marketing plan.  Your marketing plan should be completed except for additional finishing touches you want to do. 

The final plan should be a minimum of 20 pages and that is probably not A level work.
Please follow the format in this marketing plan guide.

Purchase format of cat train vienna

Litrature

Hello, I am working with my group on a paper for Cat airport train in Vienna.
My part is literature and analysis of the purchasing format  and the relation between the purchasing format and the costumer loyalty.
Find the relation between the Purchasing format (online – offline )  and the costumer loyalty using academic resources . And based on the hypothesis 8 in this presentation (purchase format)
https://docs.google.com/presentation/d/1DMO88dEYZfw15AjdP3Ceu6OgzgKyE0Tk8ADaqK57yeo/edit?usp=sharing .

You should write a literature 2 page and analysis 1 page and half to investigate the relationship between those and the customer loyalty.
Please also don’t forget that you should justify your the hypothesis in the literature and the analysis part .

In the literature you should propose this hypothesis : there is a relationship between the format of purchase (place of buying, offline or online, and so on ) and the customer loyalty. You need to find academic sources that suggest there is a relationship between ‘purchase format’ and the ‘customer loyalty’. Hope everything is clear now 🙂

In the analysis
Talk about the hypothesis
Based on it assume that there is a significant difference between different level on costumer loyalty based on purchase  format and based on the results I say that I accept or I reject
The h8 is Rejected   There is no significant correlation
you can interpret correlation and then interpret results in R ( Since there is weak correlation then u reject the hypothesis )

here is some feedback for the Draft.  An below is our google share so you can understand the concept of what we are doing .

The draft is generally well done, whenever there is code and it is not
short or very short or essential to understand something, it is usually
placed in an annex at the end of the file.

We will elaborate the grade looking at the following key items:

    Formatting
    Executive summary
    Introduction
    Literature review
    Hypothesis development
    Method
    Results
    Conclusion
    Language
    Critical thinking

https://docs.google.com/document/d/1itU-vkj-tnh38vUaj-b0mUe2XOaxTXqZfy_xOHtFiAQ/edit?usp=sharing

customer service

Develop a script for a role play using the scenario below. The role play will be based on the product or service of Toyota where you are engaging with the customer

Scenario
Your customer is from a culturally diverse background, different from your own. Ensure you include advice and suggestions on the product and/or service in your solution for your customers identified needs that involves knowledge that you have acquired from your network contacts and/or research findings e.g. complementary products or services.  The role play should last for no longer than 7 minutes

Prompt 1: Relationships

Many of the stories in this unit focus on relationships: relationships between parents and children, relationships between husbands and wives, relationships among members of a community. Write an essay that explains how character, setting, imagery, and/or symbolism is used to develop a theme about

Projective Techniques

Discuss:

What are the pros and cons of using qualtrics to implement projective techniques, compared to “paper and pencil” or other online methods (e.g., tracing tool, keylogging, etc.)?
In what sort of marketing situations do you think word association / picture response can provide meaningful insight?

Big media corporation

Choose a media corporation that 1) has a global audience, and 2) is NOT a module topic in our class, and write an analysis of the media corporation. You can use the Sony article (by Gershon & Kanayama) in our course readings as a sample for the analysis. Your analysis should cover the following components: History: the origin, development, and current status of the corporation. Organizational culture of the corporation

Any topic (writer’s choice)

This assignment will be submitted to Turnitin.
Instructions
1) Before your Week 2 Writing Assignment can be graded, you must have submitted your Academic Integrity Module/SOC here. Then, submit your assignment. (You can submit more than one item to LEO’s Assignments.) Once your professor has checked that you have successfully completed the Academic Integrity Module/SOC, s/he will grade your Journal. If it has not been submitted before submitting your paper, you may lose up to 5 points for lateness.

MRKT 310 Principles of Marketing

Week 2 Writing Assignment

Part 1 – What is Strategic Marketing?

Learning Outcomes

Creating Value for Customers:  Student can demonstrate an understanding of the concept of value creation.
The Role of the Customer in the Company’s Strategic Planning.  Student can assess the company’s commit to serving customer needs as evidenced in a company’s mission statement. 
SWOT analysis:  Student can conduct a simple SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) of a product or service offering and draw inferences from an analysis of the results.
Competitive Analysis:  Student can conduct a simple competitive analysis based on criteria important to the customers of the product or service.
Directions

Select your product or service offering from the list in the Writing Assignment Discussion Forum. This list is also in the Syllabus. The same product/service will be used in all of the writing assignments.
Research your product or service offering through the Internet and UMGCs virtual library (your references will need to be mostly academic sources. See library services if you do not know what an academic source means).  Do not limit yourself to searching solely on the product or service name.  Look up the industry it is in (Hoovers.com is a good source for this via the UMGC library) and search on that industry as well.  Look up the direct competitors.  Check industry journals and the trade press. Ask your family, friends, coworkers and others what they think about the product and each of the competitors.  You may want to visit a retailer to compare the products on the shelves or visit all of the websites.  Keep all your research as you will need it for future writing assignments.
Prepare your assignment beginning with a title page with your name and the name of your product or service.  Then answer each of the following eight questions (four in part 1 and four in part 2) in order and number the beginning of your response to each question.  Although you do not need to repeat the question, each section should have a heading.  The paper should contain approximately 5+ pages of analysis for the responses to the eight questions.
Creating Value for Customers. Consider the customers you believe currently use your product or service and the definition of marketing offered in the course content.  As we begin our study of marketing, what are your preliminary thoughts as to how you think the company creates value for its customers based on the concepts in this week’s readings.
Role of the Customer in the Company’s Strategic Plan.  The readings indicate that the best marketing begins with the customer and that commitment to the customer begins with including the customer in the company’s mission statement.  Find your company’s mission statement.  Repeat it (or attach as an exhibit if it is too long) and comment on its effectiveness in demonstrating the company’s commitment to having a customer focus.  Could the mission statement have more focus on the customer?  How would you recommend it be modified?  Is it supported with value statements or other evidence of a customer focus? 
SWOT analysis.  Identify at least one element of each of the SWOT categories (a strength, a weakness, an opportunity, and a threat).  Explain your choice using a citation if needed.  Then identify possible implications for each of the four elements. Create a Table in which these elements are posted.  For example, if a strength is a a strong national brand name, the implication is that the company may be able to launch other related products under the positive umbrella of the same brand name.  Conversely, if a major weakness is the company is carrying a lot of debt, the implication is that the company not not be able to achieve significant growth, but may have to consider retrenchment strategies. 
Competitive Analysis. Identify at least two major competitors or those two products that are trying to sell essentially identical products to the same type of consumer.  Then, identify at least three criteria that are important to those consumers when they are making their decision as to which of the three competing offers to buy (e.g. price, specific benefit, service, warranty, convenience, specific feature, etc.).  Make a little chart with the three criteria along the left-hand side and the competitor products (including your own product) across the top.  Rank each of the products on a scale from 1= low to 5= high on each performs on each of the three criteria.  Add down each column.  Which product ranked highest overall based on the sum of the columns.  Then, look at the highest score in each of the criteria boxes.  Which products ranked the highest on each of the three criteria? Was it the same product, was it three different products?  What do these results tell you about the competitive environment of your product category.  Which product is the leader?  Which product is the follower, challenger and nicher if those categories apply?  Attach your chart as an exhibit.
                      Part 2 – Customer Satisfaction, Loyalty,  Management and Empowerment

Learning Outcomes

Customer empowerment.  Student can identify how their chosen product or service offering uses social networks to communicate and empower customers to be part of the marketing process.
Customer satisfaction.  Student can identify how customers communicate their satisfaction or dissatisfaction with the chosen product or service offering. 
Customer Relationship Management.  Student can explain customer lifetime value and how a customer relationship management program can have a role in attracting and retaining most valuable customers.
Customer privacy.  Student can identify the product or service offerings privacy policy and analyze its effectiveness in protecting their customers information.
Directions

You may want to find a Most Valuable Customer (MVC) of the product or service if you are not one yourself, or alternatively think like an MVC.  What is the evidence of an MVC of your product or service?  It isn’t just that the customer regularly buys the product or service.  It means that the customer is treated differently — better — than other customers.  It means that the MVC represents about 20% of the company’s revenues.  These are the customers with whom the company regularly communicates, offers special deals,  and other ways as outlined in the text and as you can find with just a little bit of googling on the internet.
You will have to calculate the lifetime value of a most valuable customer.  See the discussion of the lifetime value calculation in the week’s reading, and calculate the LTV using this simple equation:  LTV = (Price – cost to produce the product) * number of annual purchases * number of years expected to purchase – initial acquisition costs.  For simplicity sake, you can assume your customer will have a relationship with you for ten years and you can make an educated guess as to how much the initial acquisition costs were to get him as a customer in terms of advertising or other types of promotion efforts.  If you are not an MVC yourself, make and share your assumptions about your calculation. If you are not an MVC, you might want to find someone who is and ask them why they are loyal to the product or service and what they feel the company does for them that is special that they don’t do for other customers. 
You may need call or visit a store to take a look at your product or service if the website does not provide you everything you need to evaluate the company’s product or service privacy policy.  Usually the privacy policy is available on the website.
Answer the following four questions in order and number the beginning of your response to each question.
Customer Empowerment.    How does your product or service offering empower its customers as discussed in the course readings this week?  In other word, how are customers part of the marketing for the company? Identify the feedback vehicles they may use, especially social media. Do the social media efforts seem to be creating buzz marketing? If not, what could they do to generate more buzz?
Customer satisfaction.  How does your product or service offering communicate ways for customers to express their dissatisfaction? If possible, outline what remedies the product or service may be taking to ensure satisfaction. 
Customer Relationship Management.  Does it appear that your product has a customer relationship management strategy?  In other words, do they treat the top tier of customers differently than other customers?  Calculate the lifetime value of a most valuable customer. Do not use the lifetime value calculation in the week’s reading. Calculate the LTV using the Kissmetrics formula that was explained in the Classroom PowerPoint. Please do research to make sure you have sound information for your formula.  If you are not an MVC, you might want to find someone who is and ask them why they are loyal to the product or service and what they feel the company does for them that is special that they don’t do for other customers.
Customer privacy.  Review your product or service offering’s privacy policy (usually published on its website). Analyze whether you think they do enough to protect the customers privacy or what steps you might suggest they take to protect customer’s privacy.  Refer to the privacy policies or the information on warranties and guarantees.  The company’s customer support page might also be useful. Do they publish a remedy should the customer’s privacy be breached?  Should they?
General Submission Requirements: Review below as well as Writing Assignment Instructions under Content.

Prepare as a word processed document (such as Microsoft Word). Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts. 

Your assignment should be the equivalent of approximately five pages of double-spaced text (although more are acceptable), approximately 1/2 page for each of the eight questions (four in Part 1 and four in Part 2).  You may attach exhibits that will not be counted towards the page count of double-spaced text. The cover page and References page are not part of the written analysis.
Be sure your name, writing assignment number, and the name of your product or service are on the cover page of your writing assignment.
Include a References page, which includes references that explain the concept and references to the actual product.
You should use a minimum of six (6) references, four (4) of them should be dated 2016 to the present.
You should use APA style for a paper which includes formatting for page numbers, page margins, etc. More information about using a style guide can be found in the UMGC’s virtual library accessible from your LEO classroom in Content “Learn to Use APA” or at umgc.edu/library. 
Upload your word processed document in your LEO assignments folder by the due date in the LEO calendar. 
Refer to the grading rubric associated with the assignments.  Be sure to note that 20% of your grade on this assignment will be based on your grammar, composition, adherence to the submission requirements, and use of an appropriate college-level style guide for writing and referencing.