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Directions Step One: Select your product or service offering from the list in Writing Assignment Instructions. The same product/service will be used in all four of your writing assignments.(the product is: Apple Watch) Step Two: Research your product or service offering through the Internet and UMGC’s virtual library (your references will need to be mostly academic sources. See library services if you do not know what an academic source means) and your own outside research. 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. [Optional] Think about the customers with whom the company regularly communicates, offers special deals, etc. These are the Most Valuable Customers (MVC) of the product or service. You may want to find an MVC if you are not one yourself. 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. The MVC represents about 20% of the company′s revenues. [Optional] To truly understand the MVC for your product You may want 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. Step Three: 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 questions (two in part 1 and two 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 4-5 total pages of analysis for the responses to the questions. See Writing Assignment Instructions for full details of the requirements, including the grading rubric associated with this assignment. Part 1 – Customer Value & Role in Mission 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. Discuss 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 Mission. 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. Copy, paste and cite the company mission statement (or attach as an exhibit if it is too long). 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? Part 2 – Company Analysis 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 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 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 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. Explain the following…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? Include your chart in your text. The document should : Include a reference page prepare each assignment in Microsoft Word. Here are the technical requirements: Use a simple 12-point font such as Times New Roman and black ink primarily. Use color where it enhances your ability to communicate your thoughts A cover page is required. A references page is required. The cover page and references page are not included in the written analysis or the page count. Be sure your name, writing assignment number, the date, and the name of your product or service are on the cover page of your writing assignment. Use headings to separate topics (e.g., Part 1, 1. Creating Value for Customers) Use a minimum of six (6) references, four (4) of them dated 2016 to the present. Includes references that explain the assignment concepts and references to the actual product. Use credible academic sources. See, Is My Source Credible? Wikipedia it is not acceptable as a reference source. Use APA format for citation of sources, both in-text and on the references list. See, Using APA in this course . You should use APA style for a student paper. Follow APA 7th edition. See a sample APA 7th edition student paper here.

1226 Words  4 Pages

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Write an essay on the following topic: "What are the benefits of searching for reviews or guides online before purchasing a product or buying services, and what are the pros and cons of using it" 
• File format: • Minimum words: 300 • Maximum words: 500

57 Words  1 Pages

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Answer the following questions and write up to 750 words.  Use any material you wish from the course or additional sources.  Use embedded citations and references if you are putting forth data or ideas from outside the course. Note: this is not a research paper, this is more opinion based. 

Essay Topic:
Choose a food category: fruit, vegetables, meat (beef and pork, but not chicken and turkey), grains, or oilseeds.  When looking for a fresh or processed food in that category, if a consumer has to make a choice in the grocery store between buying a local but conventionally grown product or an organic one that is imported, which should they choose and why?  

Answer the following question in simple terms, university level, easy to read, opinion based. Do your research, figure out which is better and express the argument.

151 Words  1 Pages

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Assignment: Post-Project eBusiness: Start and Growth   

Objective: Define the role and interconnected relationship or marketing, entrepreneurship, and social media. 

Introduction: Starting an eBusiness begins with a product idea to market to the Internet masses. Whether the product idea is a good one, or not requires objective viability and market potential. Market potential requires research of the competition to fully understand what the business will face. Furthermore source and supplier arrangements must be recognized.  

Deliverables: 

·        The post project for this lesson is required to be a minimum of 750 words that clearly demonstrate your understanding of the activity. Post project essays should have a clear introduction, thesis statement and conclusion, written in APA format (APAstyle.org). A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list.  


Activity Details: 

Step 1: Research  

Review the Lesson Readings as well as external resources from the Internet, books, journals, etc. plus the following resources from the Small Business Administration:  

·        Starting and growing an online business: An Entrepreneurs Checklist  

·        How to start a successful E-Commerce Business - 6 Tips from seasoned pros  



Step 2:  Write your essay 

Pretend that you are a consultant who specializes in helping eBusinesses start and grow. You have been asked to write a proposal paper, where you share your knowledge. Write a 750 word paper that explains how to start and grow an eBusiness. Be sure to cover potential pitfalls such as where businesses potentially fail.  



Use these writing guidelines: 

·        Include a cover page and references in addition to your required word count. 

·        Use correct APA format 

·        Double-space text 

·        Use size 12 Times New Roman 

·        Use section headings to organize 

·        Indent paragraphs 

·        Include in-text citations 

·        Use correct spelling, grammar, sentence structure and verb tense 

Reference

316 Words  1 Pages

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Post Project Objective: 
Design a marketing plan that will demonstrate entrepreneurial approaches to formulating product, price, promotion and distribution strategies and action programs.

Introduction: Developing a Market Niche 

Identification, development and the implementation of a Market Niche requires expertise and research to formulate an in-depth understanding of market trends. While this process can be extensive the key to market niche development focuses on the core strengths that a company can deliver to.  



Deliverables 

The post project for this lesson is required to be a minimum of 750 words that clearly demonstrate your understanding of the activity. Post project essays should have a clear introduction, thesis statement and conclusion, written in APA format (Purdue OWL). A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list 


Activity Details 

Perform the following steps: 

Step 1: Read the Dunkin’ Donuts case study. 



Read the Dunkin’ Donuts case study about carving a niche in the market and going head-to-head with the nation’s largest coffee chain. 

Dunkin’ Donuts: Targeting the Average Joe from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed). Upper Saddle River, NJ: Prentice Hall.



Step 2: Address the following.  

In your paper be sure to address the following:

Begin with an introductory paragraph that provides an overview of the Dunkin’ Donuts case study 
Analyze and write about the marketing (and business) approach taken by Dunkin’ Donuts. 

Describe best practices in marketing and explain in what ways did Dunkin’s break the mold  

Explain the approach where Dunkin Donuts followed best practice research.  

Describe how Dunkin’ Donuts carved out a niche in the market by going head-to-head with the nation’s largest coffee chain.

For the conclusion summarize and synthesize what you have learned about the market niche development process.


Step 3: Write your paper

Write your essay to address all the questions above.

Use these writing guidelines:  

·      Include a cover page and references in addition to your required word count.  

·      Use correct APA format  

·      Double-space text  

·      Use size 12 Times New Roman  

·      Use section headings to organize  

·      Indent paragraphs  

·      Include in-text citations  

·      Use correct spelling, grammar, sentence structure and verb tense  

Reference
Schachter, L. and Cheatham, R. (2015). The Keys to Key Account Management What Great Looks Like.

395 Words  1 Pages

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International Research Project
You will use your chosen country Barbados for this assignment. In addition to the country, you will reference the shoe manufacturing firm you decided from below.
Write a 4–6-page paper in which you analyze the following components of your chosen country:
•    Suppose you are opening a shoe manufacturing firm that is going to begin selling shoes (your choice of shoe type: tennis shoes, men’s or women’s dress shoes, boots, etc.) in your chosen country Barbados. Using the demographic breakdown of your chosen country, choose at least one demographic that you will segment by and identify a minimum of two target markets. Summarize the key reasons why you choose those particular demographics and target markets.

1.    Describe the political/financial background of your country, including relevant historical events.
a.    What kind of government does it have?
b.    What is the political stability?
c.    Is it open for Foreign Direct Investment (FDI)?
d.    Has the currency been relatively stable? Analyze the general demographics.
2.    Identify the ethnic groups, the languages spoken, the population demographic breakdown by age and gender.
a.    What is the population growth rate?
b.    What are the major urban areas and their population sizes?
3.    Examine the employment figures.
a.    Identify the education attainment, employment, unemployment, and labor force size.
4.    Explain the current state of the economy.
a.    What is the GDP and the GDP per capita using Purchasing Power Parity (PPP)?
b.    Identify the inflation rate and current exchange rate.
5.    Examine the major industries and transportation data.
a.    Identify any major imports, exports, and trade restrictions.
6.    Identify three major direct competitors you will be competing against. Describe how your firm will be positioned against them.
7.    Use at least three quality academic resources for in-text citations in this assignment. Note that Wikipedia and similar type websites do not qualify as academic sources.

322 Words  1 Pages

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Paper Instructions:

Start with a brief discussion of the situation.

Describe the symptoms/causes of the problem(s) in the case. a. What factors have led to or prompted the problem(s)? b. How were these things addressed by the organization (and by management)? c. If not addressed, what additional problems would have arisen?

Recommend possible solutions and provide a complete rationale for all of your choices/decisions.

Provide and action plan for implementation based on what you have already read or what we have discussed in class. a. If they already described the plan of action in the write-up, then just summarize the key points as they are listed below. b. What could management do in order to overcome the issues at hand? c. How would this plan enable them to do so? d. What costs would be incurred as a result? e. Would these costs outweigh the benefits to the organization?

158 Words  1 Pages

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"The Messenger and Major Factors" Please respond to the following:

1. Assume you have a product you need to create an advertisement for. Using the first four components of the communication model, create an advertisement for the product. Provide a written explanation for each component. Provide a graphical presentation for this advertisement. Be sure to identify what the product is.

2. Go to Adweek Magazine’s Website, http://www.adweek.com/, to select an advertisement that has an effective message factor and one that does not.  Using the concepts you have studied up to this point, reconstruct the message of the ad you selected. Discuss how your revision improves upon the original. Start the discussion with a brief description of the advertisement.

131 Words  1 Pages

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Assignment 1: Tax Evaluation Exercise

1. Research the revenue sources of a local government in Florida. Specifically, present an example of a tax imposed by your chosen government that attempts to address either horizontal or vertical equity. Write a short summary of your findings; include a table that lists the revenue sources of the government. It should be a minimum length of three single-spaced paragraphs, with citations at the end of the text. References can include newspapers, periodicals, Web sites, or even interviews, but please date your access to any reference.

2. The state of Florida started to implement the so called “Save Our Home” Amendment in 1995, which essentially caps annual increases in taxable property at either 3 percent or the change of in the Consumer Price Index, whichever is lower. What is the intended purpose of this cap? What are the unintended consequences? In both cases, discuss the implication of the policy consequences on equity, neutrality (or economic efficiency), and administrative/compliance costs.

It should be a minimum length of three single-spaced paragraphs, with citations at the end of the text. References can include newspapers, periodicals, Web sites, or even interviews, but please date your access to any reference.

211 Words  1 Pages

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Think of a brand to which you, as a consumer, are loyal. Why are you loyal to that brand? Does your brand loyalty extend to paying more if the price increases? Next, think of a type of product for which you feel no loyalty to any one brand. How does not being loyal to any brand change your buying patterns for that type of product?

76 Words  1 Pages

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Discuss two experiencse you had as a customer in which you were (1) very satisfied and (2) very dissatisfied with the customer service. What were the circumstances that made these particular incidents stand out to you as memorable? How did these experiences affect your future purchases with this company? What did you learn about customer service from these experiences that you could apply to your current or future career?

80 Words  1 Pages

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More and more adults are considering commuting to work by bicycle rather than car, but few bicycles currently on the market have been designed with the commuter's needs in mind.

Imagine that you are a marketing executive for a bicycle manufacturer who wants to enter this potentially expanding market with a new lightweight, easy-to-store bike with safety features that combines the speed of a road bike and the sturdiness of a mountain bike. You have moved through most of the stages of new product development, including formulating a national marketing strategy and working through a series of prototypes.

You have decided to test market the bike and marketing program in one or two urban areas with large commuting populations before you begin manufacturing, promoting, and distributing the bike on a national scale.

In an essay, explain the possible advantages and disadvantages of this decision. Describe the information that you would hope to gather through test marketing and explain how having this information would make a national launch more successful.

180 Words  1 Pages

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Think of a company or a product that relies heavily on personal selling. Why is personal selling a good fit for this company/product? What specific types of personal selling are used? What additional types of personal selling would bring success to the company/product and why?

56 Words  1 Pages

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