A min-application about marketing

Qnivf Pura
timer Asked: Jan 29th, 2015

Question Description

​Who can do the attached document assignment.  

Pls tell me. Mini-Application Report Instructions and Grading Rubric.doc 


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1 Mini-Application Report Instructions and Grading Rubric Overview: Mini-Applications (Mini-Apps) involve the integration of (1) actual business behavior and (2) marketing concepts/theories in a visual manner. The purpose of the Mini-Apps is to demonstrate your ability to link these two. “Linking the two” involves modifying course-concept type figures to a specific product / organization / industry. As simple as “modifying the figures” sounds, many students have trouble actually modifying the figures and tend just to copy them. Figures should be modified to reflect the information provided or inferred from the reference materials you collect. The greater the amount of detail and specificity of your modified figure, the better the grade. You will submit two sets of four Mini-Apps (eight total). Each Mini-App is comprised of a course-concept type figure, which is modified to a specific product, organization, or industry. Your modifications to these figures are the “value added” you provide. Mini-Apps must draw from actual business behavior. Reference information may be drawn from the popular press (e.g., Business Week, Fortune, Wall Street Journal, Entertainment Weekly, Chain Store Age, Beverage World, Variety, and so forth), or through information on a firm’s website. It should be no more than 1 year old. Selection Criteria: Your choice of products, organizations, or industries for your Mini-Apps may come from any industry (e.g., entertainment, heavy equipment, fashion, consumer, transportation, or whatever you like). It is up to you but your choices must meet the following criteria: 1. Products / Organizations / Industries used as examples in the text will not be acceptable (see the “Company, Brand, and Organization Index” in the back of the text. 2. Products / Organizations / Industries used for Mini-Apps in recent terms may not be approved at the discretion of the instructor. 3. No two students may use the same reference materials. Nor may the same reference materials be used by a student more than once. 4. Half of your products, organizations, or industries need to draw on reference materials with an explicit global marketing connection. The figure summary of all Mini-apps should touch upon the marketing strategy as it applies in a global context (the strategic implications paragraph is a good place). There are good examples of these marketing concepts available online. While you are welcome to review these online examples for clarification purposes, please ensure that your submission does not resemble them too much. (Note: the model will be the exact same, it is the application of the model that will be unique to you.) Your Mini-apps must be your own work. Replicating the work of others is plagiarism and will not be rewarded. Reservations: The Discussion Board forum “Mini-App Reservations” provides a place to reserve your selections so that all other students can see and avoid them. Products / Organizations / Industries will be reserved on a first-come, first-served basis. To reserve a specific product, organization, or industry, you should paste the reference material’s title (i.e., newspaper or magazine article, website page, 10-K title, etc.) and hyperlink (presuming one is available). You do not need to indicate for which mini-app you will use it. It is your responsibility to choose figures that meet the criteria provided above and which no other student has reserved. Reservations are taken on a first-come, first-served basis. Formatting: Text in the report should be single-spaced and written in complete sentences. Except for the title and headings, text in the figure summaries should be of the same font style and size. Use no abbreviations in your figure summary that you have not already defined. The entire document should use either a landscape or a portrait orientation so the figures and text on all pages can be read from one direction (i.e., without turning the document sideways from page to page). All pages should be numbered. Please proof your document for spelling and grammar. Remember, spell check just checks to make sure words are spelled correctly, not whether the word is the one you wanted to use. All figures and summaries should be done in PowerPoint (PPT). PPT Templates will be provided for some of the figures under the “Course Documents” content heading. If a specific figure is not there, then you should develop your own in PPT. 2 A list of figures for Mini-App Report 1 and Mini-App Report 2 are provided at the end of the instructions. For some figures, what you will need in terms of reference materials to modify the figure and a link to an example article are provided. Report Sequence: Use the following sequence in your Mini-App Reports • Title Page - include your name, course name / number, assignment title, submission date, and the names (and logos if desired) of the products, organizations, or industries being used. • Table of Contents - basically a bulleted list of the contents of your report with a one to two sentence introduction to each figure. • Figure Summaries and Figures - order (not entitle) your Mini-app Report as follows: o first figure summary o first modified figure o first original figure (totally unchanged) o second figure summary o second modified figure o second original figure (totally unchanged) o etc. • Reference List - bulleted list of all reference materials, separated by figure • Reference Materials - photocopies of all resource materials used, separated by figure. Figure Formatting: Each figure should have a figure number and a title that includes the name of the model with the name of the product, organization, or industry being used (ex. “The New Product Development Process for Toyota”). These same titles will be used in your table of contents. Your figure should contain the complete model (i.e., all the parts), not just the part of the model you are modifying. Figures should be derived from relevant and accurate reference materials. A single key reference should be included below the figure (any additional references should be included on the reference list). Figures should be on white paper without a PPT background. Colors (2 or more, not including black) should be used to differentiate and/or emphasize portions of the figure you want to stand out. Choose contrasting colors so the text can be read easily. I don’t want to miss information you have provided. Figure Summary Content: A figure summary should verbally communicate the all the key information about a marketing concept. Figures should be presented in such a way that it may be understood by a person unfamiliar with the concept, product, organization, and/or industry. This should be done within two pages per figure. The term “organization” is used in the instructions below but you can substitute product or industry as needed. Your figure summaries are not primarily a news review. The assignment has a broader purpose. Your 4 paragraphs tell me: (1) who the focus organization is; (2) whether you understand the specific marketing concept; (3) in what way the reference materials suggest the focus organization is applying the marketing concept; and, (4) how the marketing concept is helping the focus organization and could potentially help other organizations. Your figure summary should use the four headings listed below. Next to these headings is the information you should include for each. More info is not necessarily better than less. Thoroughly address the issues under each heading - content is more important than volume. 1. Background Information - Should include the organization’s name, location, goods/services it provides, and something that indicates organizational size, like sales / revenue / employees. If multiple organizations are used (ex., an organization and its competitor), your background information should briefly introduce them both. 2. Marketing Concept Introduction - Should provide basic information about the marketing concept such as its components and application. Use your own words. Mention no example(s), focus only on clarifying the marketing concept. 3. Figure Description - Should clearly explain how the resource materials about the organization illustrate the marketing concept; justify that this organization’s actions really meet the definition of that marketing concept; and, explain how the reader will see this marketing concept specifically illustrated in the figure you created (this is where the use of color for emphasis in your figure will be explained. 3 4. Strategic Implications – Should discuss two topics: (1) How the application of the marketing concept is helping this specific organization make better strategic decisions; and, (2) how other companies can use this marketing concept in general to make better strategic decisions. References: Reference information may be drawn from the popular press (e.g., Business Week, Fortune, Wall Street Journal, Entertainment Weekly, Chain Store Age, Beverage World, Variety, and so forth), or through information on a firm’s website. In addition to the popular press, good information can be found in corporate 10-K reports, secondary research on a particular market; and, client testimonials/examples provided by marketing research firms or marketing communication firms. Note: No reference materials will likely touch on all aspects of the concepts in a figure but they should touch on several aspects to show that the organization is using those concepts in its decision-making. A single key reference should be included below each modified figure. All references should be included on the reference list at the end of your document. References should be less than 1 year old, not have been accessed within the past year. Reference List: Group the references materials associated with a particular figure together on the reference list. References on the reference list need to be in APA format. See Purdue OWL at https://owl.english.purdue.edu/owl/resource/560/01/ if you have formatting questions. Include a live hyperlink for the reference so I can find the specific resource you used and better evaluate the accuracy component of the Mini-app Grading Rubric (i.e., I want to be looking at the specific article/information that you were looking at). Grading Rubric: Most criteria on the grading rubric have been clarified in these instructions. Each Mini-app is evaluated on “accuracy” and “figure summary” as well. “Accuracy” evaluates how accurately your mini-app draws upon and reflects the reference materials. “Figure summary” evaluates how well / thoroughly your four paragraphs address the criteria in the instructions. Formatting of the title and headings is also considered. 4 Mini-App Options for Report 1 Value Determinants of CustomerPerceived Value Figure 5.2 SWOT Opportunities & Threats Matrices Figure 2.4 Strategic Planning Six Types of Defense Strategies Figure 11.2 Five Types of General Attack Strategies Label as Figure 11.8 (from pg. 306) Figure 4.1 Research The Marketing Research Process Segmentation/T argeting CustomerProduct Profitability Analysis Figure 5.3 CRM Strategies to Enhance and Maintain Customer Relationships Label as Figure 5.5 Buyer Behavior Model of the Consumer Decision Process Model of Business Market Purchase Decision Process Label as Figure 6.4 Label as Figure 7.1 An evaluation of how customers determine value; the info could be from the perspective of the company trying to meet customer needs or from the perspective of the customer expressing their needs; no reference is likely to touch on each cost and benefit A single company that is presenting some of the opportunities and threats it faces; you will have to use your judgment to access: seriousness, attractiveness, success probability and probability of occurrence A single company that has used a specific defensive strategy against a specific competitor (or group of competitors) A single company that has used a specific attack strategy against a specific competitor (or group of competitors) A single company that has used the process to address a marketing problem (reference may not fully address each step but should hint at most of them) A single company with multiple products (or potential products) and multiple customers (or potential customers) that is trying to evaluate profitability; you will have to use your judgment to access: product and customer profitability levels How a Brazilian Cattle Baron Shakes Up World's Beef Trade http://online.wsj.com/news/a rticles/SB108785760984743 465 IPad: The PC Killer http://www.businessweek.co m/articles/2012-03-21/ipadthe-pc-killer The Museum Is Watching You http://online.wsj.com/news/a rticles/SB100014240527487 04554104575435463594652 730 Mercedes Revamps the SClass to Lure China's Wealthy Buyers http://www.businessweek.co m/articles/2013-0516/mercedes-revamps-the-sclass-to-lure-chinas-wealthybuyers 5 Mini-App Options for Report 2 Differentiation Marketing Mix (4Ps) The NewProduct Development Decision Process Perceptual Map and Repositioning Figure 20.1 A single company that has developed a new product (reference may not fully address each step but should hint at them) Figure 10.1 Constructing a Brand Positioning Bull’s-eye Label as Figure 10.2 (from Marketing Memo pg 287) Figure 17.3 A single company’s evaluation of its product relative to several direct competitors on two axes (criteria); should show the company’s current position and the desired position after repositioning. The perceptual map should use data of some kind A single company’s evaluation of its product relative to another product that directly competes with it IMC - Steps in Developing Effective Communications Pricing - The Three C’s Model of Price Setting Figure 14.4 Place - Porter’s Value Chain Label as Figure 2.5 (from pg. 34) Figure 21.3 Five International Product and Communication Strategies A single company that has used integrated marketing communications to effectively communicate a message; the reference should include the various modes of communication (Table 17.1) used and how they were integrated A single company’s pricing decision and how it was impacted by costs, competitors, and customers As Chocolate Sags, Cadbury Gambles On a Piece of Gum http://online.wsj.com/news/a rticles/SB113703349853044 508 JCPenney Re-Refreshes Brand - Third Time's the Charm? http://www.brandchannel.co m/home/post/jcpenneyrebrands-012612.aspx 6 Mini-Application Report Grading Rubric _________________________ Fatal error Incorrect Figures Already Reserved/Used Figure Figure Format Number Title Complete Model Key Reference Usage of Color 0 0 0 0 0 Content Accuracy Figure Summary Reference Materials 0 2 4 6 0 5 10 15 20 0 1 2 1 1 1 2 1 1 2 Figure Format Content Number Title Complete Model Key Reference Usage of Color 0 0 0 0 0 1 1 1 2 1 1 2 Accuracy Figure Summary Reference Materials 0 2 4 6 0 5 10 15 20 0 1 2 Number Title Complete Model Key Reference Usage of Color 0 0 0 0 0 Accuracy Figure Summary Reference Materials 0 2 4 6 0 5 10 15 20 0 1 2 Figure Format Number Title Complete Model Key Reference Usage of Color 0 0 0 0 0 Content Accuracy Figure Summary Reference Materials 0 2 4 6 0 5 10 15 20 0 1 2 Title Page Table of Contents Page Numbers Reference List 0 0 0 0 Report date: _____ 1 1 1 2 1 1 2 Format Content 1 1 1 2 1 1 2 1 2 2 4 2 1 2 Other: Spelling and/or grammatical errors (-1 point each): Not stapled (-10 points): Handwriting (-2 points): ________ ________ ________ Score: _______ / 150 pts Percent: _______ / 100% 7 Nine Killer Apps for Strategic Marketing Be able to define, illustrate and discuss the relationships between each two of the following. SWOT Strategic Planning Research Marketing Mix (4 Ps) Value Segmentation / Targeting Differentiation Buyer Behavior Customer Relationship Management
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