Paper due on 10/24/2014

Sigchi4life
Category:
Business & Finance
Price: $30 USD

Question description

Assignment 3.2: USA Today

In this assignment, you will read the case “USA Today: Innovation in an Evolving Industry” in your textbook. This case study looks at the reality facing publishers today and the emergence of the e-environment coupled with the decline in reading, as found by the National Literacy Trust (Clark and Douglas, 2011). Newspapers and news journals today need to adapt to be valued and to be seen as benefitting the consumer.

As a marketer, you could well find yourself in the middle of a changing industry. As a citizen of the nation and the world, the consumers' failure to read and remain current with the many aspects of world events will impact your future.


Assignment 3.2: USA Today

In this assignment, you will read the case “USA Today: Innovation in an Evolving Industry” in your textbook. This case study looks at the reality facing publishers today and the emergence of the e-environment coupled with the decline in reading, as found by the National Literacy Trust (Clark and Douglas, 2011). Newspapers and news journals today need to adapt to be valued and to be seen as benefitting the consumer.

As a marketer, you could well find yourself in the middle of a changing industry. As a citizen of the nation and the world, the consumers' failure to read and remain current with the many aspects of world events will impact your future.

Procedure

  1. Read the case study.
  2. In a Word document, respond to the following:
    1. What opportunities in the marketing environment did Gannett seize in launching USA Today? What unmet benefits are added and what value is created for the customer by USA Today?
      1. Answer the same questions for USAToday.com.
    2. How has the continuous strategy of marketing innovation proved successful for USA Today and USAToday.com, given the segmentation of their market and the perception of the customers' experiences? Do you believe that USA Today is well positioned and has properly segmented for the future? Explain.
    3. What strengths and opportunities can USA Today leverage as it looks for a competitive advantage in the distribution of news and information, given the perceptions of customer values and the benefits of world event news and global information?
    4. Based on USA Today's experiences with print and online news and the need for customer relationship management in an increasingly crowded market, evaluate the long-term potential of printed news and the newspaper publishing industry given their current customer relationships. What aspects of CRM do you think USA Today will have to be most attentive to? What recommendations do you have to improve CRM for USA Today?
  3. Your responses to each question should reflect the knowledge you have acquired through your readings, module themes, and your own research.
    1. Use this information in your discussion and analysis to support your opinions.
    2. Any readings you use to support your opinions must be credible and properly cited according to APA guidelines.


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