An analysis of an ad campaign of your choice. Your report must have the buying process as a main theme.

An analysis of an ad campaign of your choice. Your report must have the buying process as a main theme.

Subject: Marketing
to exclude visuals/ads/bibliography
Guidelines: The ad campaign you choose must provide sufficient material for a full analysis
The campaign should have appeared across a range of platforms i.e. TV,Radio,Online etc.
The campaign should have an international application i.e. not just one country. You can choose an ad from your own country as long as you translate all elements of it.
Copies of the actual campaign must appear with your report.
Strongly recommend the use of “thumbnails” as visual support for your commentary.
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Branding, Pricing, and Distribution

Branding, Pricing, and Distribution

Subject:

Marketing

Assignment 3: Branding, Pricing, and Distribution

Continuing to build your marketing plan, this assignment focuses on branding, pricing, and distribution of your product and service.

Write a four (4) page paper in which you:

1.Create the domestic and global product branding strategy.
2.Determine and detail the optimum pricing strategy.
3.Examine how your pricing strategy supports your branding strategy.
4.Prepare a distribution channel analysis identifying the wholesaler, distributor, and retailer relationships (include any e-Commerce as well).
5.Discuss whether a push or pull strategy will be used, justify your rationale.
6.Discuss how the distribution strategy fits the product / service, target market, and overall marketing strategy for the company

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Marketing

Marketing
Maria Full of Grace
Brokeback Mountain
Never Let Me Go, and/or…
Student Choice film

Task: Write a well-reasoned and well-supported response to one of our recent course films. Whether you use one of the questions below or come up with your own question, please type the question your paper addresses at the top of your first page, below paper’s heading and just above paper’s engaging and informative title.
Length: 750 words exactly. Not one word less or more. (You know I’m kidding, right? But do stick with 750, plus or minus, as your ball park word count length for this essay.)
Target audience: Your bright fellow students and your average intelligence instructor, who expect nothing but your top drawer writing skills.
Goal: Strut your stuff. Be funny, be serious. Make your case. Put on a demo of your best critical thinking skills. Re-examine your assumptions. Argue your heart out. Defend a claim. And back up every point you make with “for example” evidence from the film itself. If a claim isn’t supported, it won’t fly. Forget “In my humble opinion, I think that…” or “I kind of feel that…” or “I sort of get the impression that…” Say what you want to say, and be confident in your saying. In short, demonstrate what you’ve learned this quarter, from Trimble, Harkness, your peers and yourself. You’ve got 750 words.
Due dates:
• Submit your most advanced draft to a DB peer evaluation forum by 5 p.m., Monday, June 3rd, of Week 10.
• Revise Essay 3 based on peer feedback and resubmit to the Assignments page by 5 p.m., Friday, June 7th.
Here are three specific additional requirements for Essay 3:
1. You must incorporate at least one quotation from an outside source. This quotation must be smoothly integrated into the paper and correctly documented. The source could be a commentary by film critic Roger Ebert or by another reviewer–preferably an established film critic. For an explanation of correct documentation, please click on the Course Docs page and click the folder called Citing Movie Reviews and Film Titles in Your Essay, and the folder called Citing Outside Sources (the second folder repeats much of the info in the first). For locating film reviews/commentaries, go to the Internet Movie Database online at http://us.imdb.com/search. After searching for and locating a film title, click on the title to see a cast list, name of director, etc. Then scroll all the way to the bottom of the page for a menu that will include External Reviews. Click it to see a long list of online reviews of that film. Be sure to end paper with a brief Works Cited list that notes the film your paper discusses and the review or article that you quote or paraphrase from in your paper. Another excellent source of film reviews can be found at http://www.rottentomatoes.com/ Search for a film title, then navigate your way to the reviews of the film. See especially the section called Top Critics, and then click the blurbs for the film to see the entire review.
2. To demonstrate your ability to create “word glue” connections between sentences and paragraphs, please highlight at least five transition words and phrases in your paper. For a list of the most common transitions, see Trimble p. 41. Example: “In Maria Full of Grace, on the other hand…” And remember the English teacher’s favorite all-time bit of word glue: “for example.”
3. Likewise, paper must include at least one sentence that demonstrates your ability to use parallelism. Either bold it or highlight it in a different color than the transitions.
4. And just as you have with earlier essays, you must submit a second file that includes one earlier and distinctly different draft of your essay, along with some evidence of your idea-generating process, e.g. brainstorm notes, word list, etc. Students who submit the required extra file will earn 5 points.

Here are your choices. The parenthetical terms in red indicate the kind of paper that might emerge from the question. See bottom of this assignment for definitions of some of these terms.

Choice #1: Maria Full of Grace (dir. Joshua Marston, 2004):
1. America is a nation of immigrants, and our Statue of Liberty serves as a beacon for the world that America represents hope, freedom and the possibility of a better life for those who come to its shores. Contrast that glowing image with the reality of the emigrant experience as seen through the eyes of Maria (Catalina Sandino Moreno) in the film. Explain why Maria, unlike her friend Blanca (Yenny Paola Vega), decides to stay in the U.S. Is it an easy decision? As an “illegal” who speaks no English, has no particular skills and certainly no money, does she fully understand what she’s in for by choosing to stay? (Analysis of theme; use of examples; comparison/contrast.)
2. Explain the significance of the film’s title, which comes from the well-known Hail Mary prayer of the Catholic Church (“Hail Mary, full of grace…”). What does “grace” mean in the context of the film? Does the title have more than one meaning? It might be worthwhile here to cite 1-2 definitions of the word “grace” as it fits the context of the film and expand on these based on your own understanding of the word (be sure to note the specific dictionaries you quote for your definitions). Does Maria achieve redemption for her “sin” of being a mulas or drug courier? (Analysis of theme; definition.)
3. In some ways, Maria Full of Grace and Thelma & Louise could not possibly be more different. But a closer look may reveal surprising similarities. In both films, young women commit crimes (justifiable?) and thus become outlaws. Both films have central characters who take a journey that transforms them. What other similarities do these films share? Could it be argued that each of the characters achieves “freedom” in the end? (Comparison/contrast; use of examples; argumentation.)
Choice #2: Brokeback Mountain (dir. Ang Lee, 2005, US):
Note: If you write about Brokeback Mountain, be sure to specify whether your paper refers to the Anne Proulx story or Ang Lee’s film adaption of that story.
1. How does the movie treatment compare with the story “Brokeback Mountain”? (In answering this question, rather than point out minor plot differences or argue that one is superior to the other, speak more to thematic differences and similarities. You can, of course, talk about what one medium—book or film—does that the other does not. Example: the film not only presents the visual images of landscape and character but also adds a musical score to heighten certain effects.)
2. Compare the main characters, Ennis Del Mar and Jack Twist. They may be lovers, but their differences are significant. What are the differences?
3. Examine the role of the wives, Ennis’ Alma and Jack’s Laureen. Are they too victims of a rigid social order that forces people to hide their true natures and, as a result, their true feelings for others?
4. Both film and story deal with an implicit set of social rules that reinforces intolerance: If you’re gay, you had better hide that fact. What specific scenes underscore Jack’s and Ennis’ understanding of this unwritten law? On the other side of the coin, what scenes suggest tolerance, or even acceptance of the love between Ennis and Jack?
5. You tell a friend that you’ve read Annie Proulx’s story “Brokeback Mountain” and seen the movie. The friend replies, “That’s the gay cowboy story, right?” How would you respond? Write a letter to the friend in which you argue that Brokeback Mountain is more than a “gay cowboy story.” Arrange your arguments with care, saving your clincher for last.

Choice #3: Never Let Me Go (dir. Mark Romanek, 2010, UK):

For , Never Let Me Go, students are free to come up with their own questions or topics. If you choose this film and would like to run an idea by me or share a working thesis, please do so by email.

Choice #4: Student Choice film.
Choice #5: Comparing films:
The possibilities of comparing are many. Even when the similarities might seem to be slight, a comparison might reveal that two very different films have more in common that a first glance would indicate. For instance, how about a paper that compares the characters of Thelma and Louise to Ennis del Mar and Jack Twist?
And of course remember that you might also choose to write about the Student Choice film, our last movie of the term and selected via student nominations and a vote.
Below is an example of a Modern Language Association (MLA) works cited page with entries for a review by a film critic, for the film itself, and for our Trimble book. Use these as models for your own citations at the end of your paper. For more on using and citing quotations or paraphrases in your paper, see Writing With Style and Trimble’s section “References for Quotations,” pp. 157-59 in the chapter 14, “Quoting.”
WORKS CITED

Brokeback Mountain. Dir. Ang Lee. Focus Features, 2005.
Ebert, Roger. “Brokeback Mountain” movie review. Chicago Sun-Times on
the Web. Accessed 16 Feb 2011. http://tinyurl.com/92vsp
Trimble, John. Writing With Style, 3rd ed. Boston: Prentice-Hall, 1975. Print.
Definition of terms used in assignment questions:
Analysis: To analyze is to look at the parts to see how they fit. In analyzing a literary work or film, a writer will generally select one or two elements to focus on. For instance, a writer might choose to analyze a main character, or perhaps examine the film’s setting, its use of music, or some other feature, and explain to the reader how this element works in the film. Another familiar element a writer might choose to analyze is the work’s theme. See below.
Theme: This term refers to the core idea expressed by a novel, poem, play, art work, piece of music or film. It’s not the work’s “moral,” and usually the theme of a work can’t be expressed as a simplistic bromide or pithy cliché, such as, “Crime doesn’t pay,” or “The more things change, the more they stay the same.” Rather, the theme of a work is most often a more complex articulation of what the work adds up to, or what it says about life or about human nature.
Argumentation: This refers to the rhetorical mode or pattern whereby a writer lays out a series of points or assertions that are then supported by use of examples and illustrations. One of the formal elements of argumentation is the use reasonableness as a way to make an argument more palatable or persuasive to the reader. One way of being reasonable is to “acknowledge the opposition, that is, to grant that there are other viewpoints and other opinions about a given topic or issue. The author’s job is to acknowledge the most commonly held viewpoint that differs from the author’s own and then refute that viewpoint by presenting counter-arguments. In classical argumentation, arguments are often arrayed in order of effectiveness or potency. In other words, save your “zingers” for last, e.g. “Third and most importantly,…”

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Marketing strategy

Marketing strategy

Subject: Tourism
Firstly, our team picks the Hyatt Regency Birmingham hotel.
Building on your findings and conclusions in part A, you are required to write an individual report outlining a suggested marketing strategy, focusing in detail on one of your target markets for the future marketing direction of your chosen organisation in dealing with the issues and\ or problems identified in part A.

• Clearly identify the chosen target market of the hotel, making reference to any relevant motivations and trends
• Summarise the marketing issue(s) opportunities or challenges faced by your organisation in attracting your chosen target market
• Clearly identify and discuss the image and positioning strategy required for your target audience
• Clearly identify and discuss other key marketing strategies relevant to your future success
• Clearly outline a tactical marketing campaign, discussing in detail any relevant marketing mix activity. You should make specific reference to any promotional/communication mix activity and consider any specific interactive marketing needs, taking into account latest best practice of e-marketing techniques
• You should discuss any potential issues/problems with the implementation, control and measurement of your ideas

BTW
Our PPT includes some information:

Customer Analysis
What are the motivations and determining factors affecting your key customers? Who are your potential target markets and customer segments?

Delivering the Value Proposition
What is your customer value proposition? Do you have the available resources to deliver this? How does your organisation measure up to the critical success factors?

Current issues with image and branding
What is the current brand image? Does your online value proposition contribute? What are the image related problems/issues affecting your organisation?

Competitive market issues and emerging trends
Competitive analysis – strategic groups and market trends. How do you compete with against your key competitors and which key industry and consumer trends are affecting your industry/business

 

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The Analysis IP5

The Analysis IP5

Subject: Marketing

 

1. Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization and prepare an APA paper that specifically:

2. Describe the main line of business of the company.
Throughout class, you have been working with a product of your creation that dealt domestically. This week, we will switch gears and address a REAL COMPANY that does global business. Please refrain from using assignments from other classes you have taken.

The Analysis

3. Select a global company of your choice in the service industry. Using your selected global company as the subject matter, research the principles of marketing that impact this organization and prepare an APA paper that specifically:
• Describe the main line of business of the company
• Names four of the countries in which the company operates
• Explains, in detail, the implementation of the 4P’s marketing mix concept by the company including:
a. competition
b. target market
c. product strategy
d. distribution strategy
e. communication strategy
f. pricing strategy

4. Describes any differences observed in the implementation of this concept, from one country to another

5. Your report MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The paper should be written in third person; this means pronouns like “I”, “we”, and “you” are not appropriate. The use of direct quotes is strongly discouraged.

6. Your assignment should contain a cover page, an abstract page and a reference page in addition to the body. The body of the paper should be 3-4 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 6-8 pages in length.

7. Grading Criteria
Describe Main Line of Business of the Company
Name Four Countries in which the Company Operates
Implementation of Competition
Implementation of Target Market
Implementation of Product Strategy
Implementation of Distribution Strategy
Implementation of Communication Strategy
Implementation of Pricing Strategy
Differences Observed In The Implementation Of This Concept, From One Country To Another
Business Program Content
Effective Communication
Critical & Creative Thinking, Problem-Solving
Information Literacy & Research

 

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The Marketing Scene

3
The Marketing Scene

Subject: Marketing
1. American Intercontinental University publishes The Marketing Scene, an "online destination for professionals and consumers to discuss new ways of marketing, the effectiveness of advertising trends, specific ad campaigns, and the impact this information has on our society".

2. All of the articles are edited by marketing professionals to ensure quality information dissemination. Stories are added several times per week and cover a wide array of marketing topics. The stories are sorted by category:
• Controversy in Ads
• Lifestyle Campaigns
• Target Marketing
• The Global View
• Emotional Advertising
• Marketing the Economy

3.Read a few stories at the MarketingScene http://www.themarketingscene.com/index.php/discussions/ (this is a hyperlink to open in new window) to assist you with this assignment.

4. Ethics and social responsibility are extremely important in marketing today. Pick a product or service currently marketed that either 1) you believe is unethical or 2) demonstrates social responsibility. This is your chance to show what you have learned and it could help you become a published writer (really – your post could be selected to appear in the MarketingScene). This would look good on your resume.

5. Using the template provided, write a marketing article of about 250-350 words which includes a:
• Discussion of what you think to be the ethical implications or the social responsibility of the product’s or service’s introduction into the market place.
• Discussion of what you would do (or change) if you were the marketing manager in charge of that offering.
NOTE: Failure to write a marketing-focused article may result in a zero for the main post grade.
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Principles of Marketing

Principles of Marketing

Homework Learning Exercise #2: VALS Segmentation

Date Assigned:May 17, 2013 Date Due:May 21, 2013, at the beginning of class
Exercise Learning Objective:
Apply your knowledge of the VALS framework to interpret your personal VALS classification, evaluate its accuracy as a segmentation tool,and contrast it to another culture’s framework.

Your Assignment: (a maximum of 50points can be earned)
Read about the VALS method of psychographic market segmentation in your textbook (page 162).Then go to the SBI website at http://www.strategicbusinessinsights.com/. Find the link to the on-lineVALS survey. Take the survey. Either leave the results page on-screen, print it, or take careful notes! You will need this information!

Everyone must answer these two questions:
1. What is your Primary and Secondary VALS type?
2. How closely do the VALS segment profiles match your view of yourself? Are the segment’s “Favorite Things” some of your favorite things?

IMPORTANT:If you consider “U.S.”culture to be your home or native culture, complete Section A below. If you do not, complete Section B.

Section A (if your home culture is“U.S.”)
Go to the description of the Japan-VALS system (find the link for “International VALS”). Study the information about the system and Japan-VALS consumer segments and answer the following questions:
3. Which Japan-VALS segment most closely matches the U.S. VALS segment you are in?
4. What is the key point of difference between Japan-VALS and U.S. VALS in terms of the two primary dimensions used to develop segments and what does this tell you about a basic difference between Japanese and American culture?

Section B(if your home culture is NOT“U.S.”)
Review the information about the Japan-VALS system(find the link for “International VALS”).
Answer the following questions:
3. What is your home culture (e.g., country name, region name, etc.)?
4. TheVALS survey that you took is designed for consumers who home culture is “U.S.” The two primary dimensions of the U.S. framework are “primary motivation and resources”; in the Japan system, they are “primary motivation and attitudes about social change”.If you were consulting with SBI to help it develop a VALS system for your home country/culture, what specific recommendations for change (if any)would you make for the two primary dimensions? Briefly explain why or why not you would recommend changes from the U.S. dimensions.

 

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Principles of Marketing

Principles of Marketing

Homework Learning Exercise #2: VALS Segmentation

Date Assigned:May 17, 2013 Date Due:May 21, 2013, at the beginning of class
Exercise Learning Objective:
Apply your knowledge of the VALS framework to interpret your personal VALS classification, evaluate its accuracy as a segmentation tool,and contrast it to another culture’s framework.

Your Assignment: (a maximum of 50points can be earned)
Read about the VALS method of psychographic market segmentation in your textbook (page 162).Then go to the SBI website at http://www.strategicbusinessinsights.com/. Find the link to the on-lineVALS survey. Take the survey. Either leave the results page on-screen, print it, or take careful notes! You will need this information!

Everyone must answer these two questions:
1. What is your Primary and Secondary VALS type?
2. How closely do the VALS segment profiles match your view of yourself? Are the segment’s “Favorite Things” some of your favorite things?

IMPORTANT:If you consider “U.S.”culture to be your home or native culture, complete Section A below. If you do not, complete Section B.

Section A (if your home culture is“U.S.”)
Go to the description of the Japan-VALS system (find the link for “International VALS”). Study the information about the system and Japan-VALS consumer segments and answer the following questions:
3. Which Japan-VALS segment most closely matches the U.S. VALS segment you are in?
4. What is the key point of difference between Japan-VALS and U.S. VALS in terms of the two primary dimensions used to develop segments and what does this tell you about a basic difference between Japanese and American culture?

Section B(if your home culture is NOT“U.S.”)
Review the information about the Japan-VALS system(find the link for “International VALS”).
Answer the following questions:
3. What is your home culture (e.g., country name, region name, etc.)?
4. TheVALS survey that you took is designed for consumers who home culture is “U.S.” The two primary dimensions of the U.S. framework are “primary motivation and resources”; in the Japan system, they are “primary motivation and attitudes about social change”.If you were consulting with SBI to help it develop a VALS system for your home country/culture, what specific recommendations for change (if any)would you make for the two primary dimensions? Briefly explain why or why not you would recommend changes from the U.S. dimensions.

 

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Principles of Marketing

Principles of Marketing

Homework Learning Exercise #2: VALS Segmentation

Date Assigned:May 17, 2013 Date Due:May 21, 2013, at the beginning of class
Exercise Learning Objective:
Apply your knowledge of the VALS framework to interpret your personal VALS classification, evaluate its accuracy as a segmentation tool,and contrast it to another culture’s framework.

Your Assignment: (a maximum of 50points can be earned)
Read about the VALS method of psychographic market segmentation in your textbook (page 162).Then go to the SBI website at http://www.strategicbusinessinsights.com/. Find the link to the on-lineVALS survey. Take the survey. Either leave the results page on-screen, print it, or take careful notes! You will need this information!

Everyone must answer these two questions:
1. What is your Primary and Secondary VALS type?
2. How closely do the VALS segment profiles match your view of yourself? Are the segment’s “Favorite Things” some of your favorite things?

IMPORTANT:If you consider “U.S.”culture to be your home or native culture, complete Section A below. If you do not, complete Section B.

Section A (if your home culture is“U.S.”)
Go to the description of the Japan-VALS system (find the link for “International VALS”). Study the information about the system and Japan-VALS consumer segments and answer the following questions:
3. Which Japan-VALS segment most closely matches the U.S. VALS segment you are in?
4. What is the key point of difference between Japan-VALS and U.S. VALS in terms of the two primary dimensions used to develop segments and what does this tell you about a basic difference between Japanese and American culture?

Section B(if your home culture is NOT“U.S.”)
Review the information about the Japan-VALS system(find the link for “International VALS”).
Answer the following questions:
3. What is your home culture (e.g., country name, region name, etc.)?
4. TheVALS survey that you took is designed for consumers who home culture is “U.S.” The two primary dimensions of the U.S. framework are “primary motivation and resources”; in the Japan system, they are “primary motivation and attitudes about social change”.If you were consulting with SBI to help it develop a VALS system for your home country/culture, what specific recommendations for change (if any)would you make for the two primary dimensions? Briefly explain why or why not you would recommend changes from the U.S. dimensions.

 

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Principles of Marketing

Principles of Marketing

Homework Learning Exercise #2: VALS Segmentation

Date Assigned:May 17, 2013 Date Due:May 21, 2013, at the beginning of class
Exercise Learning Objective:
Apply your knowledge of the VALS framework to interpret your personal VALS classification, evaluate its accuracy as a segmentation tool,and contrast it to another culture’s framework.

Your Assignment: (a maximum of 50points can be earned)
Read about the VALS method of psychographic market segmentation in your textbook (page 162).Then go to the SBI website at http://www.strategicbusinessinsights.com/. Find the link to the on-lineVALS survey. Take the survey. Either leave the results page on-screen, print it, or take careful notes! You will need this information!

Everyone must answer these two questions:
1. What is your Primary and Secondary VALS type?
2. How closely do the VALS segment profiles match your view of yourself? Are the segment’s “Favorite Things” some of your favorite things?

IMPORTANT:If you consider “U.S.”culture to be your home or native culture, complete Section A below. If you do not, complete Section B.

Section A (if your home culture is“U.S.”)
Go to the description of the Japan-VALS system (find the link for “International VALS”). Study the information about the system and Japan-VALS consumer segments and answer the following questions:
3. Which Japan-VALS segment most closely matches the U.S. VALS segment you are in?
4. What is the key point of difference between Japan-VALS and U.S. VALS in terms of the two primary dimensions used to develop segments and what does this tell you about a basic difference between Japanese and American culture?

Section B(if your home culture is NOT“U.S.”)
Review the information about the Japan-VALS system(find the link for “International VALS”).
Answer the following questions:
3. What is your home culture (e.g., country name, region name, etc.)?
4. TheVALS survey that you took is designed for consumers who home culture is “U.S.” The two primary dimensions of the U.S. framework are “primary motivation and resources”; in the Japan system, they are “primary motivation and attitudes about social change”.If you were consulting with SBI to help it develop a VALS system for your home country/culture, what specific recommendations for change (if any)would you make for the two primary dimensions? Briefly explain why or why not you would recommend changes from the U.S. dimensions.

 

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